以消费者价格敏感度为依据.ppt

What is market segmentation? Market Segmentation Process of dividing a large market into smaller target markets, or customer groups with similar needs and/or desires 傳統的行銷策略發展過程 Target Market Selection Demographic Segmentation Demographic Segmentation Age Some products are marketed to specific age groups Demographic Segmentation Age Some products are marketed to specific age groups Demographic Segmentation Income Level Some products are marketed to consumers with different income levels Demographic Segmentation Income Level Some products are marketed to consumers with different income levels Demographic Segmentation Bottom-up式行銷策略發展過程 Top-down式行銷策略發展過程 -- 先合再分 Bottom-up式行銷策略發展過程 -- 先分再合 深度市場區隔之類型(1) 以消費者利益為依據 (Consumer Benefit Segmentation) 以消費者家庭生命週期與生活形態為依據 (Consumer Life-Cycle and Life-Style Segmentation) 以消費者產品使用情況為依據 (Consumer Product Usage-Situation Segmentation) 以消費者品牌忠誠度為依據 (Consumer Brand Loyalty Segmentation) 深度市場區隔之類型(2) 以消費者價格敏感度為依據 (Consumer Price Sensitivity Segmentation) 以消費者購買行為之規則為依據 (Consumer Choice Rule Segmentation) 以消費者資訊蒐集習性為依據 (Consumer Search Behavior Segmentation) 以消費者「血拼」購物行為為依據 (Consumer Shopping Behavior Segmentation) 目標利益區隔市場之選取(Targeting Benefit Segments) 符合組織的競爭優勢(Competitive Advantage) 市場規模夠大 (Market Size) 若不夠大，則市場需求彈性要低 (Demand Elasticity) 市場進入障礙高 (Entry Barriers) 有顯著的市場獨特性 (Significant Uniqueness) 市場的可接近性高 (Market Assesses) 構建競爭性產品定位空間圖(Mapping Competitive Positions) 1. 非數量方法 - 直覺產品定位空間圖(Intuitive Maps) (1) The BCG (Boston Consulting Group) Model * 構面一：市場成長率 * 構面二：相對市場佔有率 (2) GE (General Electric) Portfolio Model * 構面一：產業吸引度(Industry attractiveness) * 構面二：經營優勢度(Business Strength) (3) 產品屬性模式(Product Attributes Model) * 構面一：價格 * 構面二：功能(如:速度、容量、外觀...等) 構建競爭性產品定位空間圖(Mapping Competitive Positions) 優點： * 構面的選取不受限制 * 專家評定產品市場的競爭態勢 * 對未來潛力的考慮可提供豐富的策略發展空間 * 時效高、決策反應快 * 研究成本低 缺點： * 二維構面的限制，欠缺整體性的考量 * 專家的評定是主觀的 * 產品屬性的評估與消費者認知上的差距 構建競爭性產品定位空間圖(Mapping Competitive Positions) 2. 數量方