[D]Segmentation,Targeting,andPositioning(STP)Strategies解析.pptVIP

[D] Segmentation, Targeting, and Positioning (STP) Strategies 參考資料： Judy Strauss, Adel I. El-Ansary, and Raymond Frost, E-Marketing, Prentice Hall, 2006. Chap 8: Segmentation and Targeting Strategies. Chapter 9: Differentiation and Positioning Strategies. Environment, Strategy, and Performance (ESP Model) Link E-Business with E-Marketing Strategy E-marketing strategic planning occurs in two highly interrelated tiers: 目標行銷：STP三步驟 Marketing Segmentation 市場區隔 the process of aggregating individuals or businesses along similar characteristics that pertain (關於) to the use, consumption, or benefits of a product or service. Targeting 目標區隔選擇 the process of selecting the market segments that are most attractive to the firm Positioning 產品定位 針對選定的目標市場，尋求、發展、傳達定位概念 Overview Market Segmentation Bases and Variables Geographic Segments Demographic Segments: The MyKindaPlace Story Psychographic Segments Behavior Segments Targeting Online Customers Four Targeting Strategies Targeting Communities on the Internet Differentiation: The J.Peterman Story Positioning Bases for Positioning Repositioning (重新定位) on the Web Market Segmentation Bases and Variables Traditional marketers can base their segmentation of consumer markets on: 1.1 Geographic Segments Geographic location of computers: is not important to users accessing Web sites. but it is very important with an Internet presence. E.g. 靜宜大學網頁提供中、英文版本 Most firms target specific cities, regions, states, or countries with their product offerings. reach only customers in countries where it distributes products. only sell to geographic areas where they can provide customer service. 1.2 Demographic Segments (1) Occupation (職業) Few years ago, the Internet = a place for the technologically- and financially-savvy. Today = a place where U.S. residents from all professions find something of use. Fast growing occupational groups in the U.S.: Blue-collar workers (藍領工人) Homemakers (家庭主婦) service workers salespeople Demographic Segm