旅游市場營銷STP分析市場細分目標市場選擇與定位

1、 Learning Outcomes After this session, you should be able to: 1. Define what is meant by segmentation, targeting and positioning. 2. List and understand the major bases for segmentation. 3. Conduct an STP analysis to your business. Different customers are looking for different benefits from the good

2、s and services they purchase. I prefer natrual scenic spots. I prefer historical sites I like the service here. This is too expensive. The resources and capabilities of a company are limited Customer Demand Companys ResourcesIve tried the best, but still cant satisfy the customer. TARGET MARKETING T

3、he key steps in target marketing are:The key steps in target marketing are: Market segmantation Market targeting Market positioning Market segmantation The process of dividing the total market for a good or service into several smaller groups, each of which tends to be homogeneous (or similar) in al

4、l significant aspects. Benifits of Market Segmentation By using the strategy of market segmentation, 1. a company can design products that closely match the demands of particular groups; 2. a small firm with limited resources can compete very effectively in one or two market segments; 3. marketers c

5、an make more efficient use of budget; 4. marketers can use advertising media and promotional methods more effectively; How do we segment consumer markets? Segmentation Bases Geographic Examples of typical market segments Region districts, postcode areas, blocks City size under25000, 25000-100000. Ur

6、ban/ rural urban, suburban, country town, rural Climate hot, temperate, cold Segmentation Bases Demographic Examples of typical segments Age, Gender Family lifecycle stage young single, young married no children, full nest family Education high school, bachelor, master Occupation manager, profession

7、al, clerial, student, technician, sales Income Religion Protestant, Moslem, Buddism Segmentation Bases Phycographic Examples of typical segments Social class upper, upper middle, lower middle, blue collar Personality ambitious, self-confident, introverted, extroverted, sociable Lifestyle Family-focu

8、sed, adventurous, health-and-fitness-oriented Segmentation Bases Behavioural (or product-related bases) Benifits desired (wide variation, depending on product) Usage rate non-user, light-user, heavy user Loyalty status always buy one brand or from one supplier; buy from a narrow range of preferred b

9、rands or suppliers; buy on price, convenience or impulse DimensionsExamples of typical market segments 具體細分變量因素列舉具體細分變量因素列舉 Geographic 綜合地理區(qū)域綜合地理區(qū)域（洲別、國別、地區(qū)等）；（洲別、國別、地區(qū)等）；空間位置空間位置（遠程、中程、（遠程、中程、 近程等）；近程等）；氣候與自然地理環(huán)境氣候與自然地理環(huán)境（熱帶、寒帶、高原、沙漠地區(qū)（熱帶、寒帶、高原、沙漠地區(qū) 等）；等）；聚落與人文地理環(huán)境聚落與人文地理環(huán)境（人口密度、各類城鎮(zhèn)等）；（人口密度、各類城鎮(zhèn)等）

10、；經(jīng)濟地經(jīng)濟地 理環(huán)境理環(huán)境（發(fā)達國家、發(fā)展中國家等）。（發(fā)達國家、發(fā)展中國家等）。 Demographic 年齡、性別、職業(yè)、收入、家庭生命周期、家庭規(guī)模、受教育程年齡、性別、職業(yè)、收入、家庭生命周期、家庭規(guī)模、受教育程 度、社會階層、種族、宗教、國籍、民族等度、社會階層、種族、宗教、國籍、民族等 Psychographic 生活方式、性格特征、態(tài)度、興趣、動機等生活方式、性格特征、態(tài)度、興趣、動機等 Behavioural 購買時機購買時機（旺季、淡季、節(jié)假日）；（旺季、淡季、節(jié)假日）；追求的利益追求的利益（迅速便捷、（迅速便捷、 溫馨浪漫、經(jīng)濟實惠）；溫馨浪漫、經(jīng)濟實惠）；購買頻率購買頻

11、率（未旅游者、首次旅游者、（未旅游者、首次旅游者、 多次旅游者）；多次旅游者）；購買方式購買方式（團體、散客）；（團體、散客）；偏好程度偏好程度（極度（極度 偏好、中等程度偏好、擺動偏好、無偏好）；偏好、中等程度偏好、擺動偏好、無偏好）；購買行為特征購買行為特征 （理智型、沖動型、積極型、獵奇型、享受型）。（理智型、沖動型、積極型、獵奇型、享受型）。 Bases for segmenting markets Market Segmentation A practical segmentation requires the following: The customers in a segmen

12、t must be accessible to the firm. Each targeted segment must be large enough to produce a return on the firms investment in marketing to them. segment3 Which one to choose? Market targeting segment2 segment1 Market targeting Once a firm has segmented the total market for its product, its next task i

13、s to select one or more segments as its target market(s). The firm can follow one of the strategies below : Market aggregation. Single-segment strategy. Multiple-segment strategy. Market Aggregation 無差異策略 可口可樂可口可樂 致力于顧客需求的共同點 appeal to a wide range of consumers with a generic product/service 不管細分市場有

14、什么區(qū)別，我只用這一 種產(chǎn)品打遍所有市場 不管細分市場有什么區(qū)別，我只用這一 種產(chǎn)品打遍所有市場 segment segmen t Market Mix 這么多細分市場，我只做一個這么多細分市場，我只做一個 Single-segment Strategy 單一目標市場策略 provide a product specifically tailored to a certain target market Single-segment Strategy Contiki Tours Contiki是一種半自助旅行方式，選擇好歐洲、北美、 東南亞的旅游線路之后，自己辦理簽證，購買機票，飛 赴集合地，

15、然后大家一起旅行。 年輕，是可不可參加Contiki的首要條件，具體到1818歲歲 以上，以上，3535歲以下歲以下，不論你是什么身份，過了35歲，哦， 對不起，倒貼錢，你也不能參加什么Contiki了。甚至 連導游和司機，都是來自世界各地18至35歲的朝氣蓬勃 的年輕人。完全是個年輕人的嘉年華會，一起瘋一起鬧， 興趣趨同，少了代溝的煩惱。 segment segmentsegment Market Mix1 Market Mix2 Market Mix3 致力于顧客需求的不同點致力于顧客需求的不同點 這些細分市場我都要，這些細分市場我都要， 我要為每個細分市場設(shè)我要為每個細分市場設(shè) 計一個營

16、銷組合計一個營銷組合 Multiple-segment Strategy 差異策略 Target Marketing Strategies single marketing mixmarket segment A market segment B market segment C Single- segment Strategy market segment A market segment B market segment C market mix A market mix B market mix C Multiple- segment Strategy Market Aggregatio

17、n single marketing mixone mass, undifferentiated market Market segmentation and targeting Project Please identify specific groups of potential customers for your company. Remember, we need to know not only who we are going to target, but most importantly, that there are enough of them who will buy o

18、ften enough for our prodcut to be viable. First, identify all possible segments, then decide which group(s) youll target. Positioning A products position is the complex set of perceptions, impressions and feelings that consumers hold for the product compared with competing products. Positioning Posi

19、tioning is the process of developing an intended image, perception or impression to the product/service or brand in customers mind. Positioning Strategy Positioning according to a product attribute. Where Every Cinderella Story Comes True. Where Wonderland Is Your Destiny. Where Imagination Saves Th

20、e Day. Where The Magic Begins. Where Youre Always The King Of The Court. Where Youre The Fairest Of Them All. Where You Never Have To Grow Up. Where A Whole New World Awaits. Where Dreams Run Free. Where Your Every Wish Is Our Command. 你的每一個愿望都指引著 我們前進的地方。 Positioning Strategy Positioning in relatio

21、n to a competiter. Positioning Strategy Positioning by price and quality. Market positioning Project Consider your organisation and try to identify precisely where the organisation is positioned in the marketplace. Design a slogn for the product/service for which you are going to make the marketing plan. THANK YOU See you TARGET MARKETING The key steps in target marketing are:The key steps in target marketing are: Market se