旅游市場營銷分析市場細(xì)分目標(biāo)市場選擇與定位

MarketSegmentation,

Targetingand

PositioningTourismMarketingUnitDeliveredby:AmyLi目前一頁\總數(shù)三十二頁\編于十四點(diǎn)LearningOutcomesAfterthissession,youshouldbeableto:1.Definewhatismeantbysegmentation,targetingandpositioning.2.Listandunderstandthemajorbasesforsegmentation.3.ConductanSTPanalysistoyourbusiness.目前二頁\總數(shù)三十二頁\編于十四點(diǎn)Differentcustomersarelookingfordifferentbenefitsfromthegoodsandservicestheypurchase.Iprefernatrualscenicspots.IpreferhistoricalsitesIliketheservicehere.Thisistooexpensive.目前三頁\總數(shù)三十二頁\編于十四點(diǎn)TheresourcesandcapabilitiesofacompanyarelimitedCustomerDemandCompany'sResourcesI'vetriedthebest,butstillcan'tsatisfythecustomer.目前四頁\總數(shù)三十二頁\編于十四點(diǎn)TARGETMARKETINGThekeystepsintargetmarketingare:MarketsegmantationMarkettargetingMarketpositioning

目前五頁\總數(shù)三十二頁\編于十四點(diǎn)

MarketsegmantationTheprocessofdividingthetotalmarketforagoodorserviceintoseveralsmallergroups,eachofwhichtendstobehomogeneous(orsimilar)inallsignificantaspects.目前六頁\總數(shù)三十二頁\編于十四點(diǎn)

BenifitsofMarketSegmentationByusingthestrategyofmarketsegmentation,acompanycandesignproductsthatcloselymatchthedemandsofparticulargroups;asmallfirmwithlimitedresourcescancompeteveryeffectivelyinoneortwomarketsegments;marketerscanmakemoreefficientuseofbudget;marketerscanuseadvertisingmediaandpromotionalmethodsmoreeffectively;Howdowesegmentconsumermarkets?目前七頁\總數(shù)三十二頁\編于十四點(diǎn)

SegmentationBasesGeographicExamplesoftypicalmarketsegmentsRegiondistricts,postcodeareas,blocksCitysizeunder25000,25000-100000...Urban/ruralurban,suburban,countrytown,ruralClimatehot,temperate,cold目前八頁\總數(shù)三十二頁\編于十四點(diǎn)

SegmentationBasesDemographicExamplesoftypicalsegmentsAge,GenderFamilylifecyclestageyoungsingle,youngmarriednochildren,fullnestfamilyEducationhighschool,bachelor,masterOccupationmanager,professional,clerial,student,technician,salesIncomeReligionProtestant,Moslem,Buddism目前九頁\總數(shù)三十二頁\編于十四點(diǎn)

SegmentationBasesPhycographicExamplesoftypicalsegmentsSocialclassupper,uppermiddle,lowermiddle,bluecollarPersonalityambitious,self-confident,introverted,extroverted,sociableLifestyleFamily-focused,adventurous,health-and-fitness-oriented目前十頁\總數(shù)三十二頁\編于十四點(diǎn)

SegmentationBasesBehavioural(orproduct-relatedbases)

Benifitsdesired(widevariation,dependingonproduct)Usageratenon-user,light-user,heavyuserLoyaltystatusalwaysbuyonebrandorfromonesupplier;buyfromanarrowrangeofpreferredbrandsorsuppliers;buyonprice,convenienceorimpulse目前十一頁\總數(shù)三十二頁\編于十四點(diǎn)DimensionsExamplesoftypicalmarketsegments具體細(xì)分變量因素列舉Geographic綜合地理區(qū)域（洲別、國別、地區(qū)等）；空間位置（遠(yuǎn)程、中程、近程等）；氣候與自然地理環(huán)境（熱帶、寒帶、高原、沙漠地區(qū)等）；聚落與人文地理環(huán)境（人口密度、各類城鎮(zhèn)等）；經(jīng)濟(jì)地理環(huán)境（發(fā)達(dá)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、受教育程度、社會(huì)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(dòng)機(jī)等

Behavioural

購買時(shí)機(jī)（旺季、淡季、節(jié)假日）；追求的利益（迅速便捷、溫馨浪漫、經(jīng)濟(jì)實(shí)惠）；購買頻率（未旅游者、首次旅游者、多次旅游者）；購買方式（團(tuán)體、散客）；偏好程度（極度偏好、中等程度偏好、擺動(dòng)偏好、無偏好）；購買行為特征（理智型、沖動(dòng)型、積極型、獵奇型、享受型）。

Basesforsegmentingmarkets目前十二頁\總數(shù)三十二頁\編于十四點(diǎn)MarketSegmentationApracticalsegmentationrequiresthefollowing:Thecustomersinasegmentmustbeaccessibletothefirm.Eachtargetedsegmentmustbelargeenoughtoproduceareturnonthefirm'sinvestmentinmarketingtothem.目前十三頁\總數(shù)三十二頁\編于十四點(diǎn)segment3Whichonetochoose?

Markettargetingsegment2segment1目前十四頁\總數(shù)三十二頁\編于十四點(diǎn)

MarkettargetingOnceafirmhassegmentedthetotalmarketforitsproduct,itsnexttaskistoselectoneormoresegmentsasitstargetmarket(s).Thefirmcanfollowoneofthestrategiesbelow:Marketaggregation.Single-segmentstrategy.Multiple-segmentstrategy.目前十五頁\總數(shù)三十二頁\編于十四點(diǎn)

MarketAggregation

無差異策略可口可樂致力于顧客需求的共同點(diǎn)appealtoawiderangeofconsumerswithagenericproduct/service不管細(xì)分市場有什么區(qū)別，我只用這一種產(chǎn)品打遍所有市場不管細(xì)分市場有什么區(qū)別，我只用這一種產(chǎn)品打遍所有市場目前十六頁\總數(shù)三十二頁\編于十四點(diǎn)segmentsegmentMarketMix這么多細(xì)分市場，我只做一個(gè)

Single-segmentStrategy

單一目標(biāo)市場策略provideaproductspecificallytailoredtoacertaintargetmarket目前十七頁\總數(shù)三十二頁\編于十四點(diǎn)

Single-segmentStrategyContikiToursContiki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(jī)票，飛赴集合地，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18歲以上，35歲以下，不論你是什么身份，過了35歲，哦，對(duì)不起，倒貼錢，你也不能參加什么Contiki了。甚至連導(dǎo)游和司機(jī)，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(gè)年輕人的嘉年華會(huì)，一起瘋一起鬧，興趣趨同，少了代溝的煩惱。目前十八頁\總數(shù)三十二頁\編于十四點(diǎn)segmentsegmentsegmentMarketMix1MarketMix2MarketMix3致力于顧客需求的不同點(diǎn)這些細(xì)分市場我都要，我要為每個(gè)細(xì)分市場設(shè)計(jì)一個(gè)營銷組合

Multiple-segmentStrategy

差異策略目前十九頁\總數(shù)三十二頁\編于十四點(diǎn)目前二十頁\總數(shù)三十二頁\編于十四點(diǎn)

TargetMarketingStrategiessinglemarketingmixmarketsegmentAmarketsegmentBmarketsegmentCSingle-segmentStrategymarketsegmentAmarketsegmentBmarketsegmentCmarketmixAmarketmixBmarketmixCMultiple-segmentStrategyMarketAggregationsinglemarketingmixonemass,undifferentiatedmarket目前二十一頁\總數(shù)三十二頁\編于十四點(diǎn)Marketsegmentationandtargeting

ProjectPleaseidentifyspecificgroupsofpotentialcustomersforyourcompany.Remember,weneedtoknownotonlywhowearegoingtotarget,butmostimportantly,thatthereareenoughofthemwhowillbuyoftenenoughforourprodcuttobeviable.First,identifyallpossiblesegments,thendecidewhichgroup(s)you'lltarget.目前二十二頁\總數(shù)三十二頁\編于十四點(diǎn)

PositioningAproduct'spositionisthecomplexsetofperceptions,impressionsandfeelingsthatconsumersholdfortheproductcomparedwithcompetingproducts.目前二十三頁\總數(shù)三十二頁\編于十四點(diǎn)

PositioningPositioningistheprocessofdevelopinganintendedimage,perceptionorimpressiontotheproduct/serviceorbrandincustomer'smind.目前二十四頁\總數(shù)三十二頁\編于十四點(diǎn)

PositioningStrategyPositioningaccordingtoaproductattribute.目前二十五頁\總數(shù)三十二頁\編于十四點(diǎn)WhereEveryCinderellaStoryComesTrue.WhereWonderlandIsYourDestiny.WhereImaginationSavesTheDay.WhereTheMagicBegins.Wh