如何进行市场细分的数据分析课件

什么是市场细分?在某个品类或特定市场内确定相对独立的单位的过程（如可以将消费者、品牌或组织进行细分）市场细分的目的：分而治之这意味着，每个细分里的成员之间要尽量相似（如有相似的需求或动机），而不同细分之间的差异要尽量增大。1什么是市场细分?在某个品类或特定市场内确定相对独立的单位的过市场细分的好处通过深入细致的了解一个品类或市场，建立自己品牌的竞争优势，争取利润最大化。通过了解市场需求的结构，可以制定出具体而有针对性的商业计划。有针对性的产品开发有效的品牌和组合管理定制化的营销计划有把握的订价目的明确的渠道策略获取和保留顾客的策略2市场细分的好处通过深入细致的了解一个品类或市场，建立自己品牌客户可执行回应性好能够接触影响到稳定，可重复规模足够大成功的市场细分有哪些标准区分度高3客户可执行回应性好能够接触影响到稳定，可重复规模足够大成功的市场细分的不同方法忠诚度细分态度细分购买因素直接需求行为/身份细分需求细分潜类需求

性别、年龄、地域购买行为、渠道选择及购买量等

和品类相关的价值观或个人看法态度决定行为

根据对于品牌的忠诚程度细分用于开发和保留客户

对品类的外在重要需求

联合分析，间接得出重要需求通过品牌偏好和属性得分间接得出4市场细分的不同方法忠诚度细分态度细分购买因素直接需求行为/身

研究结果模拟Attitudinal/needsstatementsFactoranalysisFactor1Factor2Factor3Factor4Factor5ClusteranalysisCluster1（%）Cluster2（%）Cluster3（%）ProcedureIProcedureIIProcedureIII市场细分步骤FactorCluster类别判定：回归分析、判别分析、CHAID等5研究结果模拟Attitudinal/needsstate什么是聚类分析？聚类分析（ClusterAnalysis）是根据事物（如消费者、产品、品牌、品牌属性）之间的相似性（Similarity）或同质性（Homogeneity）将它们归类分组的方法聚类分析的结果寻求的是组内差异（Within-groupVariation）最小，组间差异（Between-groupVariation）最大聚类分析也是市场研究中最经常使用的多元统计分析方法之一，它在有关市场细分研究中几乎是必不可少的分析工具6什么是聚类分析？聚类分析（ClusterAnalysis）市场细分–聚类分析在2个维度上的3个群类...,在每个群类中各点之间的距离最小，而每个群类之间的距离最大。每一个点代表一个被访者在某个特定维度上的评分（如功能性利益点、情感性利益点、消费价值观，等）7市场细分–聚类分析在2个维度上的3个群类...,每一案例1

中国家电市场细分

案例1

中国家电市场细分项目执行步骤Step1:Qualitativeresearch

Mainpurpose:Toprovidethelanguageanditemsthatend-usersusetodescribetheirneeds(includingfunctionalbenefitsandemotionalrewards)Methodology:FGD,IDIStep2:ItemReductionMainpurpose:Toreducethenumberofitemsgeneratedfromqualitativeresearch.ThefinalitemsshouldbewithdiscriminationinbetweenMethodology:Internalstaffsurvey(n=60)andsurveyonconsumers(n=150)Step3:PilottestMainpurpose:Toprovideinputtothequestionnaire'sstructure,flowandlengthTopinpointanyproblemsthathavenotbeenvisibleToanalyzethedatatodeterminewhetheritisprovidingwhatwewantStep4:QuantitativeresearchMainpurpose:Togainmarketunderstanding,identifythemostmeaningfulandmostactionableneeds-basedmarketsegmentationTogaintheprofileofeachsegmentsMethodology:RandomSampling,F2Finterview(N=3280)9项目执行步骤Step1:Qualitativerese语句生成和筛选定性研究产生：216个价值和需求语句206个冰箱类别需求语句

164个洗衣机类别需求语句

173个厨具类别需求语句留下：53个价值和公用需求语句25个冰箱类别需求语句

28个洗衣机类别需求语句

31个厨具类别需求语句语句筛选10语句生成和筛选定性研究产生：留下：语句筛选10语句筛选(ItemReduction)的统计学步骤第一步：首先，将那些对所有语句都打同样分数（如：1，3，6或10）的被访者过滤掉。如果被访者倾向于总打同一个分数或者总打极端值（如：1或10），则可以过滤掉可以基于答案的标准差和极差过滤被访者。此时没有特定的过滤标准，但是根据经验，当极差小于3，或标准差小于1-1.5时，可以过滤掉此被访者。第二步：分别计算被访者对每条语句打分的均值、标准差、偏度和峰度，然后据此删除语句。第三步：对语句做因子分析或聚类分析。对于存在的过多的意思完全相同的语句，需要进行删减。对于不包括在任何一个类别或维度中的句子，可参考定性的结果，决定是否删除。第四步：那些独立语句（即：不能进入任何维度的语句）也不一定必须全部删除。事实上，某些这种语句解释了因子或维度不能解释的内容，因此必要的话应该保留。11语句筛选(ItemReduction)的统计学步骤第一步：因子分析结果12因子分析结果12细分结果13细分结果13各细分的市场份额BaseN=3208放松解脱他人认可关注健康只求最好简单实用新潮设计14各细分的市场份额BaseN=3208放松解脱他人认可关注健各细分的描述各细分的描述Release放松解脱Demographics:MorelikelyinBeijing&WuhanAged22-40College/UniversitygraduatedHighfamilyincome(RMB2870)LargerhouseholdConsumerValues:FeaturesaremoreimportantthandesignToliveanunstrainedlifeIthinknothingismoreimportantthantimeKeyNeeds:FreemefromhouseholdchoresReleasemefromcleaningfrequentlyHelpmegetridofthetirednessMakemefeeltheproductservesmeLownoise16Release放松解脱Demographics:ConsRelease放松解脱Mrs.Chen,aged28,livesinBeijing.Sheandherhusbandarelivingwithherparents.Shegraduatedfromcollege,andnowisworkinginacompany.Evenwithhigherincome,shefeelsstressfromeverydaywork,soshetakeseveryopportunitytofreeherselffromworkingpressures.Becausesheisbusy,shedoesn’thavemuchtimetowatchTV,buttakessometimetoreadnewspapersandmagazines.Sheisinterestedinarticlesaboutentertainment,computers,science,technologyandalsoalittleaboutenvironmentalissues.Forhomeappliances,shecurrentlyhasanautomaticwashingmachineandshelikestheproductswithgoodfunctionalperformancetofreeherselffromboringchores.Shealsowantstopurchasecookingappliancesofthesamebrand–asetofstoveandhood.功能全，就不会让我再操心！

Morefeatureswillmakemefeeleasy17Release放松解脱Mrs.Chen,aged28LifeofRecognition他人认可Demographics:HousewifeAged41-50LowfamilyandpersonalincomeEmployee3membersinfamilyConsumerValues:Icareaboutother’spraiseIliketoshowmysuccessIliketobedifferentfromothersIneedmodern/fashionableproductsThetrifleinlifeisalsoakindofjoyKeyNeeds:MakemefeelhonourableMakemeadmiredbyothersMakemefeelI’msuperiortoothersMakemefeelfashionableReflectionofgoodlifequality18LifeofRecognition他人认可DemogrLifeofRecognition他人认可Mrs.Sunis43yeasold.Sheisworkinginadepartmentstoreasasalesperson.Herhusbandisacompanyemployee,andtheirsonisahighschoolstudent.Themonthlyincomeforthisfamilyisrelativelylow,aroundRMB2600.Asahousewife,shespendsalotoftimedoinghousework,suchascleaningtherefrigerator.Duringherfreetime,shewatchesTV,readsnewspapersandmagazinesforleisure.Sheismoreinterestedinprogramsorarticlesaboutlife,cooking,shoppingguides,moviesanddramas.Shealsoreadsalittleaboutfashionandhomeappliances,becauseshedoesn’twanttofallbehindherpeers.Forhomeappliances,shewantsproductsthatreflectgoodlifequality,sosheintendstobuyarefrigeratorwithlargecapacity.Shealsowantstoupdateherolddouble-drumwashingmachinewiththelatestmodel.等有钱了咱也买个好点的，让别人也看看。Ifhavemoremoney,Iwillbuyabetterone.19LifeofRecognition他人认可Mrs.SCaringHealth关注健康Demographics:MorelikelyinGuangzhouHousewifeLivinginhigh-storeybuildingConsumerValues:Iwishtotakecareofthewholefamily’shealthineveryaspectIamapersonwhoseeksharmonyinlifeKeyNeeds:HelpmecareforothersMinimizethechancesofbecomingillReassuredaboutfamily’shealthStopmeworryingaboutgerms/bacteriaHelpbringordertomylife20CaringHealth关注健康DemographicsCaringHealth关注健康Mrs.Zhangis32yearsold.Sheislivinginahigh-storeybuildinginGuangzhouShehasbeenmarriedfor5yearsandhasachild.Shelovesherfamilysomuch,soshespendslotoftimeandenergyontakingcareofherfamilymembers.Shealwayskeepsherhomeverycleanandtidy,soastominimizethechancesofillnessandinfectionscausedbygermsandbacteria.Forhomeappliances,Ms.Zhangalwayschoosestheproductsthataremorehygienicandhealthy.Forexample,therefrigeratorshecurrentusesisaPanasonicanti-bacteria.Hernextwashingmachinewillbefront-loaded,becauseshethinksitismorehygienic.我处处关爱家人的健康。Iwishtotakecareofmyfamily’shealthineveryaspect.21CaringHealth关注健康Mrs.ZhangiSimplytheBest只求最好Demographics:HighereducationallevelHigherfamilyincome(RMB2720)ConsumerValues:UsethebestproductsratherthanbetteronesKeyNeeds:ThemostpowerfulavailableMakemefeelIhaveboughtthebest22SimplytheBest只求最好DemographMrs.Haois36yearsoldwithgoodeducationalbackground.Sheworksasaaccountantinalargecompany.Shelikestobuythebestgoodsonthemarket.ShespendslittletimewatchingTV,butisverykeenonreadingarticlesaboutfashionandgardendesign.Forhomeappliances,shesimplychoosestheproductswiththebestperformance,withoutworryingtoomuchaboutpriceorotheraspects.Sheusesahigh-endHaierandhasbeenusingitformanyyears.Shehasanautomaticwashingmachinewithverylargecapacity,andintendtobuyafrontloader.SimplytheBest只求最好我只选最好的.Iwouldsimplychoosethebest.23Mrs.Haois36yearsoldwithPragmaticSimplicity简单实用Demographics:SlightlymoreinBeijing3-4familymembersConsumerValues:EfficiencyisthemostimportanttomeIwishtoliveanunstrainedlifeIamapersonwhoseeksharmonyinlifeIshouldnotbetiedupwithhouseworkonweekendsKeyNeeds:ThemostpracticalproductsonthemarketTheeasiesttooperateTheeasiesttocleanTheeasiesttorepair24PragmaticSimplicity简单实用DemogPragmaticSimplicity简单实用MissHuanglivesinBeijing,sheisanemployeeinasmallcompany.Shewantstoliveanunstrainedlife.Shepaysmuchattentiontoefficiencyandwantstohavetimetoenjoylife.Shelikestoreadarticlesinmagazinesandnewspapersaboutentertainment,sports,arts,travelandmovies,soastomakeherlifecolourful.Forhomeappliances,shesimplywantstheproductsthataretheeasiesttorepair,operateandclean,withpracticaluse,astheseproductscansavelotsoftimeforher.Shecurrentlyusesalarge-capacityrefrigeratorandautomaticwashingmachine,becausetheseproductsaremorepracticalandconvenient.Forcookingappliances,shedoesn’tcareaboutwhetherthebrandsarethesameforstoveandhoods,aslongastheyareeasytouse.简单实用，帮助我从容享受生活Simplicityhelpsmeenjoylife25PragmaticSimplicity简单实用MissFreshDesign新潮设计Demographics:MorelikelyinShanghaiSlightskewtowardsmalesMiddlemanagementAged22-30ConsumerValues:DesignismoreimportantthanfeaturesIliketobedifferentfromothersIwishmakemyhomemodernIenjoymylifeKeyNeeds:GivemethefreshfeelingbythedesignGivemealookofbrand-newbythedesignSavespaceEnvironmentallyfriendly26FreshDesign新潮设计Demographics:FreshDesign新潮设计Mr.LiulivesinShanghai,andheis28yearsold.NowheworksinaITcompanyasclientmanager.Hehasahighmonthlyincomebutdoesn’twanttoshowsuccess.Helikestouse/purchasenovelproductstoshowhisuniquepersonality.Duringhisfreetime,helikesTVprogramsorreadingarticlesonfinance,realestate,cars,advertisingandcelebrities.Healsotakeseveryopportunitytoenjoylife.Forhomeappliances,thebrandslikeSimens,ElectroluxandSamsungaremoreattractivetohim,forthesebrandshavefreshdesigns.Heisnowusingdifferentbrandsforhisstoveandhoods,butheintendstoreplacethembysetproductnexttime.我希望能经常使用具有不同外型的家电，让我感觉新鲜Differentdesignsofhomeappliancesmakemefeelfresh27FreshDesign新潮设计Mr.Liulives各细分对品类的具体需求LifeofRecognitionCaringHealthSimplytheBestReleasePragmaticSimplicityFreshDesignHelpmemanagefoodsstorageKnowthefoodstoragesituationwithoutopeningthedoorEasytofindtheneededstuffsfromitNotmakefoodgobadforlongtimeMaketheinteriorsmellpureandfreshMaketheroomlookunitaryMakemefeelenergeticbytakingfreshfood

MakemyhomelookbeautifulBeeasytofindtheneededstuffsfromitMakemechangetheinteriorlayoutoftherefrigeratorfreelyMakemeclearlyknowthetemperaturestatus

NotmakefoodgobadforlongtimeMaketheinteriorsmellpureandfreshMakemefeelenergeticbytakingfreshfoodMakemeplacemanystuffsinbigsizeMakelittleeffortstothinkabouthowtousethespaceUseitwithoutrestric-tionsMakemeknowthefoodstoragesituationwithou