第五章市場(chǎng)細(xì)分和目標(biāo)市場(chǎng)的選擇市場(chǎng)營(yíng)銷學(xué)哈工大

第五章目標(biāo)市場(chǎng)戰(zhàn)略市場(chǎng)細(xì)分目標(biāo)市場(chǎng)選擇市場(chǎng)定位現(xiàn)代戰(zhàn)略營(yíng)銷的核心——STP1.確定細(xì)分變量和細(xì)分市場(chǎng)2.勾勒細(xì)分市場(chǎng)的輪廓3.評(píng)估每個(gè)細(xì)分市場(chǎng)的吸引力4.選擇目標(biāo)細(xì)分市場(chǎng)5.為每個(gè)目標(biāo)細(xì)分市場(chǎng)確定可能的定位觀念6.選擇、發(fā)展和傳播所挑選的定位觀念市場(chǎng)細(xì)分(S)目標(biāo)市場(chǎng)選定(T)市場(chǎng)定位(P)目標(biāo)市場(chǎng)營(yíng)銷變化的三個(gè)階段大規(guī)模營(yíng)銷

產(chǎn)品差異性營(yíng)銷目標(biāo)市場(chǎng)營(yíng)銷市往場(chǎng)薦細(xì)旨分市絹場(chǎng)亦細(xì)船分臣的盜客池觀已基歪礎(chǔ)躍：顧鄙客冊(cè)需撤求騾的襯差五異肢性刮是施市陜場(chǎng)培細(xì)丈分嗽的乖內(nèi)渴在孔依縱據(jù)企毒業(yè)垃資趴源稍的位限庸制故和乘進(jìn)姐行塞有抱效囑的孩競(jìng)教爭(zhēng)度是毯市童場(chǎng)林細(xì)婦分巾的壓外銀在它強(qiáng)凈制竿條迎件交。甜繁份基微本嘩市久場(chǎng)醒偏菜好柴模道式同飄質(zhì)幸偏仇好奶油擴(kuò)解散矩偏其好基尺本跟市引場(chǎng)烘偏浙好堵模拖式甜以份奶油甜退份集畜群頸偏請(qǐng)好基稅本熔市漲場(chǎng)執(zhí)偏胃好窩模尾式奶油市獄場(chǎng)頁(yè)細(xì)江分橡化定罩義目星的層配次類云別程刺序作誘用程葵序市彈場(chǎng)誼細(xì)充分拼化定夸義:斤指好將跨整否個(gè)舌市急場(chǎng)錦按時(shí)照尿購(gòu)取買妹者哀的仔特?fù)煨詸n劃啊分喜為魂若閑干塞個(gè)登具盼有甘相該同俱性結(jié)質(zhì)寄的態(tài)消且費(fèi)條者燈組府成火的夸較殃小絨的敞細(xì)嫩分證市去場(chǎng)級(jí)的倚過聯(lián)程掃.目戚的:游把升消糠費(fèi)逆行牢為砌即勒需釀求叨類處似跳的興消享費(fèi)尿者巨加讓以混分忙類從,壞以揭便奸營(yíng)先銷折者慮了星解鬼市蓬場(chǎng)障中氣顧葬客凳需摩求粘的哈差首異朗,希發(fā)接現(xiàn)親有噸利棗的閉營(yíng)啄銷刃機(jī)盯會(huì)察.層叨次開：-恐-都-弟-大餐眾蒸化院營(yíng)曲銷-清-孔-郊-細(xì)無分紀(jì)營(yíng)荷銷-肢-砍-還-補(bǔ)爐缺寇營(yíng)窄銷-悠-族-貧-本襖地粥化仿營(yíng)家銷-隊(duì)-疊-斷-個(gè)響別嶺化腸營(yíng)隔銷市僵場(chǎng)才細(xì)客分占化博類哄別完全無細(xì)分完全細(xì)分群級(jí)式細(xì)分市觸場(chǎng)引細(xì)攻分最化恥程憶序調(diào)傲查徹階謝段細(xì)分階段分析階段市苦場(chǎng)辛細(xì)訪分誕化榴的員作遇用有舊利悲于佳發(fā)填現(xiàn)診市懲場(chǎng)王機(jī)暗會(huì)有王利基于驚掌懶握聰目語標(biāo)肝市炊場(chǎng)濱的她特撒點(diǎn)有餓利談?dòng)跒I制聞定籠市滅場(chǎng)被營(yíng)丑銷漢組倘合輸策頃略有我利虜于示提忽高您企高業(yè)湊的露競(jìng)繡爭(zhēng)杜力市槽場(chǎng)孕細(xì)陳分硬的敢程述序1身.選結(jié)擇赤產(chǎn)隊(duì)品霜市寄場(chǎng)由范蛋圍2戲.列介舉楊潛劃在決顧間客刃的閱基言本杠要憲求3湯.分醉析頓潛長(zhǎng)在迷顧驕客陰的及不驚同跪需喬求4將.移酸去擦潛虧在祥顧陽(yáng)客素的夕共兩同涂需牛求5券.為濕各艷細(xì)咸分臟市灣場(chǎng)雪暫訪時(shí)客取秒名6蘇.進(jìn)侵一蓋步糟認(rèn)貢識(shí)抱各蓬細(xì)侵分爬市父場(chǎng)刑的館特倚點(diǎn)7虎.測(cè)橫量胖各知細(xì)尚分參市再場(chǎng)宣大價(jià)小市船場(chǎng)算細(xì)暢分均變狂量地營(yíng)理渴因畝素人懇文涌統(tǒng)蠟計(jì)雁因腫素心脾理甜因破素行王為添因途素細(xì)分標(biāo)準(zhǔn)具體因素地理標(biāo)準(zhǔn)國(guó)界區(qū)域地形氣候城鄉(xiāng)城市規(guī)模人口密度交通條件其它人文標(biāo)準(zhǔn)國(guó)籍種族民族宗教職業(yè)教育性別年齡收入家庭人數(shù)家庭生命周期其它心理標(biāo)準(zhǔn)社會(huì)階層生活方式購(gòu)買頻率購(gòu)買動(dòng)機(jī)其它購(gòu)買行為追求利益使用者地位購(gòu)買頻率使用頻率品牌商標(biāo)忠誠(chéng)度對(duì)渠道的信賴度對(duì)價(jià)格、廣告、服務(wù)的敏感度消神費(fèi)俯者畫市造場(chǎng)挖細(xì)陰分常的堆一襲般寺標(biāo)梢準(zhǔn)市態(tài)場(chǎng)細(xì)眾分薯化壓—心—看有諒效懸細(xì)響分龍的道條攔件可領(lǐng)衡蕉量步性松：權(quán)量面化衫細(xì)鐮分灰市冠場(chǎng)庫(kù)規(guī)熊模差異性：差異/與眾不同可接近性：有效的渠道到達(dá)足量性：可贏利性回應(yīng)性：市場(chǎng)反應(yīng)、接受程度可行動(dòng)性：公司資源目飛標(biāo)緊市切場(chǎng)庸選被擇評(píng)艦估鋪細(xì)敢分舌市增場(chǎng)細(xì)慢分陰市繩場(chǎng)將的根規(guī)乓模盼和鳥發(fā)方展細(xì)蠶分來市夸場(chǎng)滿結(jié)讓構(gòu)但的薯吸調(diào)引競(jìng)力公苗司界的蟲目仔標(biāo)資和劃資李源營(yíng)邁銷統(tǒng)策攏略典選康擇揉的霜考運(yùn)慮及因朱素公爪司定的悲資冠源產(chǎn)泳品規(guī)及浮市膜場(chǎng)塊的切同緒質(zhì)搜性產(chǎn)萄品呢在迅生讀命聚周圖期點(diǎn)所記處鋤的物階凳段競(jìng)收爭(zhēng)睬對(duì)駐手阿的者營(yíng)溉銷地策符略目?jī)?chǔ)標(biāo)北市郊場(chǎng)宣的結(jié)含跌義目艙標(biāo)槽市妄場(chǎng)渴是煎指貢企松業(yè)置的儲(chǔ)具另體鍛服拔務(wù)汗對(duì)帽象水，猛也洪就質(zhì)是景企見業(yè)騎在績(jī)市長(zhǎng)場(chǎng)笛細(xì)改分找之用后段所海形掏成無的艱若橋干物個(gè)凈子嫁市齒場(chǎng)飛中顆，蓬根書據(jù)寬各著個(gè)移子咱市市場(chǎng)繞的泰需康求嗽狀荒況新和型企刺業(yè)陳資榆源境狀耍況濟(jì)，培企老業(yè)割決芳定奪要末進(jìn)修入減的傅那油個(gè)朽子斧市餃場(chǎng)藥。熄或蹄者汁說無是抱企麗業(yè)羽擬酒投爛其婚所貓好豆和朽為覆它圍服巧務(wù)活的顫那籌個(gè)咬顧否客蓋群抖。目妥標(biāo)苗市徹場(chǎng)罰應(yīng)球具烘?zhèn)錃w的僚條技件規(guī)麥模存應(yīng)每足舟夠批大雄或傍有奇相繞當(dāng)遭的園發(fā)任展辰潛熔力未漢被齡競(jìng)噴爭(zhēng)醉者殘完微全陶壟烤斷蜘或宣競(jìng)羊爭(zhēng)食尚丹不棕十狂分壓激破烈不偶存傅在涌進(jìn)維入辛的賠障該礙稠或株威糕脅企獅業(yè)程有葵條購(gòu)件?；蚣o(jì)能黑力此進(jìn)打入目堵標(biāo)遼市毀場(chǎng)晉策陪略無膜差聯(lián)異巾性覺營(yíng)斑銷心策朋略(U紋n賓d犁i贈(zèng)f昆f州e析r到e言n腔t若i朝a幻玉t摸e掛d鑒m補(bǔ)a葛r鹿k她e圖t寺i彎n鍵g讓)差訪異吸性糞營(yíng)零銷眾策減略(D茫i孤f紛f祝e屬r套e處n夠t悲i頁(yè)a夠t永e毛d影m獅a憲r智k兩e色t假i檢n逃g補(bǔ))集洽中磨性描營(yíng)螺銷撒策壓略(C痰o荷n掠c粘e位n腸t依r店a價(jià)t要e株d堆m臉a災(zāi)r掉k帝e惜t況i話n剃g專)無猾差泰異悄性坡營(yíng)諒銷憶策咽略用的立含闊義無習(xí)差迎異猶性六營(yíng)峰銷令策暑略團(tuán)是蓬指定企月業(yè)艇以皮整超體反市通場(chǎng)列作緣瑞為借自耀己嬌的哨目墨標(biāo)罵市硬場(chǎng)遵，話根馬據(jù)屢整擱體臥市授場(chǎng)段上錯(cuò)絕只大賀多喜數(shù)灶顧垮客某的線需庸要域，悲生染產(chǎn)廢一細(xì)種效產(chǎn)俊品夾和襯制雖定寇一繁種涌市房誠(chéng)場(chǎng)現(xiàn)營(yíng)雄銷佛組準(zhǔn)合娘，欺以尿滿禾足業(yè)絕凱大抬多杏數(shù)接顧鉤客譽(yù)的魂需怕要傘。整泉個(gè)粗市吩場(chǎng)企棟業(yè)創(chuàng)市桶場(chǎng)營(yíng)只銷鹿組臭合無厘差聰異中性平營(yíng)嗎銷腿策麻略肌的勸優(yōu)畫缺仿點(diǎn)無笑差瘡異風(fēng)性屋營(yíng)袖銷藏策愿略距的婆優(yōu)毛點(diǎn)蝦：大遺批洽量雹生貨產(chǎn)驕、恥儲(chǔ)毯存動(dòng)和酒運(yùn)么費(fèi)雁，倆能殊夠勺有評(píng)效煩降尤低執(zhí)單茄位途產(chǎn)造品悲的鳳直躁接族生明產(chǎn)跳成更本勤和輝分僵銷索成鞋本市；無靈差但異晨廣侵告污宣匙傳武和悲其迅他繡推懼廣冊(cè)活蠢動(dòng)瞎，藍(lán)可脾以發(fā)節(jié)勒省與產(chǎn)不品鏟推枝廣暫費(fèi)兼用駝；不僻進(jìn)皆行引市本場(chǎng)物細(xì)稱分奏，得可盲以里減學(xué)少綠市連場(chǎng)息調(diào)區(qū)研我、鉗產(chǎn)備品濕研虛制際等猾費(fèi)騰用畢。無病差講異邁性逝營(yíng)榨銷育策黨略揭的吳缺擁點(diǎn)征：不蝴能坑夠活很藏好攝地摩滿準(zhǔn)足味不號(hào)同材購(gòu)雅買柴者仁的林需棚要烘，刮從減而肅會(huì)別影芹響竄產(chǎn)委品魔的能銷魔售蓮量流；如糕果炸同很行銹業(yè)蕩中停的驢絕營(yíng)大麗多滴數(shù)止企扶業(yè)則都斤實(shí)鎖行醋該頃種臣策測(cè)略碎，榮就自會(huì)宵造莖成城在美大史的忘市閣場(chǎng)雪上多競(jìng)太爭(zhēng)談激鑼烈芳而愈較肺小折市話場(chǎng)刷需儲(chǔ)求紹得體不芽到址滿握足扇的懼局疼面向。差側(cè)異梢性袍營(yíng)漂銷慕策截略駐的六含睜義差取異伸性隨營(yíng)關(guān)銷邀策境略艱是歪指底企愿業(yè)綠以禽整龍?bào)w桂市淋場(chǎng)切上倆的夏各仰個(gè)光子該市星場(chǎng)炕作帶為腫自咸己巷的舍目歸標(biāo)爛市饞場(chǎng)步，們根冒據(jù)或各描個(gè)優(yōu)子豬市標(biāo)場(chǎng)邁的狀不特同誓需輕要勿，餃分穩(wěn)別壯提皮供完不璃同妙的異產(chǎn)光品喉和搏制搬定納不遇同庭的耍市風(fēng)場(chǎng)貧營(yíng)礙銷印組類合廊，眠以圍滿未足鄙各堪個(gè)成子扎市感場(chǎng)短的絡(luò)不旗同炒需齡要洗。細(xì)尤分港市董場(chǎng)屢1細(xì)史分蠻市員場(chǎng)樓2細(xì)糕分血市股場(chǎng)勻3企河業(yè)五市校場(chǎng)駝營(yíng)愚銷因組哨合蟻1企園業(yè)乘市童場(chǎng)結(jié)營(yíng)央銷擦組伍合棒2企劇業(yè)描市袍場(chǎng)瓜營(yíng)原銷程組叔合靠3差光異蠻性瓶營(yíng)餡銷壓策殿略版的性優(yōu)棵缺律點(diǎn)差哥異股性療營(yíng)刷銷洞策型略信的朽優(yōu)束點(diǎn)潔：針淚對(duì)局不辮同脊目愚標(biāo)聾市透場(chǎng)插分削別竊設(shè)親計(jì)甩不糠同釘?shù)母十a(chǎn)鵝品器和蹦制幣定旦不尖同訓(xùn)的牙市鄰場(chǎng)糞營(yíng)飯銷俊組言合壁，凈能仗夠最更暑好痛地亞滿成足獄不看同詠購(gòu)普買連者吼的遙需歌要肢，錦從壘而據(jù)擴(kuò)督大電產(chǎn)傻品膽的費(fèi)銷河售榮量遲；企籌業(yè)艷不睬依品賴疊于棍一張個(gè)撲市獨(dú)場(chǎng)喉和睬一壺種慢產(chǎn)線品放，益適聲應(yīng)敗性拖較告強(qiáng)耐和圾富讓有距周福旋臘余篩地剪，野從櫻而脾風(fēng)歇險(xiǎn)吼性箭相熱對(duì)利較礎(chǔ)小妄。差排異尺性迅營(yíng)杰銷茂策紛略托的選缺稀點(diǎn)量：實(shí)鋤行蒜小軌批錦量摧多飄品欄種細(xì)生愁產(chǎn)沉、俊差會(huì)異殼化煩的據(jù)廣進(jìn)告鑰宣化傳軟、腦分珍銷外渠扒道災(zāi)的滅多畢樣鍵化晨和啄市險(xiǎn)場(chǎng)炎調(diào)彎研竟的琴擴(kuò)聞大蕩化避等鐵，源必遍然摩增亦加眼企味業(yè)好的肯成秒本餐費(fèi)規(guī)用桿；實(shí)辛行包這著一華策遣略拍要號(hào)受慣到四企機(jī)業(yè)價(jià)資制源噸和慢管售理誰能亮力闊的抹限挽制叨，由因己此猛，蕩規(guī)黑模王較縣小錫和幅財(cái)租力末有紛限眨的皮企撲業(yè)腦不驚能情夠適采蓮用脹此銅種蠢策稱略粥。P細(xì)1峽P亭2輩P幫3M1M2M3P改1擇P叫2嘉P道3P據(jù)1詢P劣2蔑P償3P票1掃P猾2添P撞3P乒1酒P免2鞋P即3M1M2M3M1M2M3M1M2M3M1M2M3完言全督差廊異倆化市琴場(chǎng)恥專貿(mào)業(yè)攤化產(chǎn)斷品龍專悶業(yè)困化選鄙擇貍專還業(yè)標(biāo)化市陣場(chǎng)嘉集撇中重化P悉=產(chǎn)獻(xiàn)品M張=市贏場(chǎng)集過中慶性遞營(yíng)極銷鐮策舉略嚴(yán)的古優(yōu)起缺謎點(diǎn)集匙中癢性喘營(yíng)肚銷全策杯略辭的腿優(yōu)楊點(diǎn)殘：企被業(yè)以能滑夠適集艇中途資京源糟對(duì)論某侄一頁(yè)細(xì)學(xué)分斜市非場(chǎng)港作采深煙入清細(xì)搖致矛地余調(diào)夸查哈和隊(duì)了篇解衰，霞從舊而宰制妻定蓋出籮更偉有蛛針?biāo)讓?duì)言性丹的單營(yíng)波銷愧對(duì)井策算和時(shí)更申好饒地呼滿毀足氧特藥定絮顧番客抖的鞋需測(cè)要纖；在皂生梢產(chǎn)饒和垃銷邊售克等座方坡面矮實(shí)墓行書專的業(yè)尼化集，京能商夠保大暴大連降很低棵企傾業(yè)彩的即生撐產(chǎn)狼成從本湯和毫經(jīng)招營(yíng)美費(fèi)仆用撤，椒從旗而川取丘得布較杯好葉的面經(jīng)病濟(jì)歇效牛益枯。集貫中煮性南營(yíng)楊銷涌策虹略敏的慮缺渣點(diǎn)舍：具轉(zhuǎn)有葬較夠大超的余風(fēng)匹險(xiǎn)蘭性姑。糟因泳為贊企鬧業(yè)桶的貼目臣標(biāo)殘市距場(chǎng)批較歲小倦，魚一嬸旦皇市可場(chǎng)花形離勢(shì)睜發(fā)孔生漏變諒化樹，睬企但業(yè)剖就紋會(huì)戚因辮為痛沒振有腎回泊旋貴余完地篇而濤陷勞入怠困番境鵲，璃甚抱至維倒悼閉撿。市祝場(chǎng)竊定括位產(chǎn)勺品吸的顧市襲場(chǎng)堤定緩位定捧義指壤一隨個(gè)盞組愛織毀的如產(chǎn)肅品沈在緩營(yíng)建銷州策獄略垂的筆指扮導(dǎo)刮下衰，稼試壇圖軋?jiān)谀埂皡栂^費(fèi)鵝者軌心砍目窩中若”巴所搏占尾有州的英特肥定敘位塔置理閣解產(chǎn)惜品蓬的銹市辭場(chǎng)崇定莫位據(jù)并屋不輝是龜對(duì)球產(chǎn)伯品葉做引了見什霜么貍，銷而錦是尸對(duì)害市寄場(chǎng)雜的歡發(fā)假現(xiàn)產(chǎn)壤品黃的錢市自場(chǎng)哥定屑位有的倒關(guān)翁鍵差是負(fù)要貝找汗出智消斯費(fèi)掌者槍心恨智賢上財(cái)?shù)囊蜃鴮O標(biāo)負(fù)位啦置產(chǎn)晃品剃的蜓市庭場(chǎng)源定塞位竭包彩括刊兩首個(gè)優(yōu)層烤次狼：宵產(chǎn)熟品繞定麥位撫和纖品藍(lán)牌秋定倦位產(chǎn)逐品盆的灣市乒場(chǎng)顯定鞏位磨的庫(kù)相濃對(duì)懲穩(wěn)度定且性埋：饅產(chǎn)睜品罵定分位寧+野市鼠場(chǎng)床競(jìng)出爭(zhēng)遷=姜市贈(zèng)場(chǎng)臺(tái)定岸位聯(lián)固想目井標(biāo)剃消貓費(fèi)摸者競(jìng)脾爭(zhēng)察對(duì)價(jià)手定俗位差碌異序性產(chǎn)菜品叼定廚位衣的汽誤組區(qū)定押位鵲過芬低定徑位機(jī)過藥高定挺位西混健亂令幸人憑懷劫疑絕的范定踢位放梨棄挨定汽位產(chǎn)硬品油定字位杏方親法在項(xiàng)產(chǎn)擴(kuò)品豬利焰益郊上罩的例定堡位駝：如犯：V滋C毀D煉/手現(xiàn)機(jī)佳/領(lǐng)日破常帖生受活伸用朗品屢/待藥秀品在歌產(chǎn)埋品匆情掩感列上茂的腥定捏位辨：如降：委心躬語T刺2乎6懼8循8扣/娃鎖哈祥哈瘦/矮麗熄珠壺得啄樂為俊特串定道使短用砌場(chǎng)亭合敗的蛋定頭位鼠：如鉗：績(jī)包類裝皇禮戲品顛/補(bǔ)旅樂行斧期毒間葵/贈(zèng)藥蒜品哄包刮裝使禍用溉者伸類溜型慕定大位述（蔑收孫入慰/當(dāng)職誤業(yè)喉/