5-市场细分与目标市场决策.ppt

* 蓝海战略 价值创新 开创全新市场 超越产业竞争 红海战略 蓝海战略 在已经存在的市场内竞争 拓展非竞争性市场空间 参与竞争 规避竞争 争夺现有需求 创造并攫取新需求 遵循顾客价值与企业成本互替定律 打破顾客价值与企业成本互替定律 根据差异化或低成本的战略选择，把企业行为整合为一个体系 同时追求差异化和低成本，把企业行为整合为一个体系 * 《蓝海战略》的主要内容 价值创新 开创全新市场 超越产业竞争 核心理念 战略结果 1) 一个“核心理念”，两项“战略结果” * 高 低 黄尾的战略布局图 经济型葡萄酒 高端葡萄酒 黄 尾 易于饮用 易于选择 有趣 和冒险 品种多寡 口感丰富性 历史渊源与声望 质量 品牌形象 获奖等级与数量 价格 * 3.2 目标市场进入 细分市场C 细分市场C2 细分市场B 细分市场C 细分市场B 细分市场A 资源能力弱 资源能力强 目标市场进入 细分市场C 无差异营销策略 差异性营销策略 集中性营销策略 * 目标市场覆盖策略 M1 M2 M3 M1 M2 M3 M1 M2 M3 M1 M2 M3 M1 M2 M3 P1 P2 P3 市场集中化 左撇子商店 产品专业化 福特汽车 市场专业化 可口可乐 选择专业化 通用汽车 完全市场覆盖 宝洁公司 * * * * Summary Overview Market segmentation is a two-step process of: (1) naming broad product-markets and (2) segmenting these broad product-markets in order to select target markets and develop suitable marketing mixes to serve them. This process fails too often because the marketer does not realize the complexities of consumer behavior and attempts to categorize a market around too few consumer-related variables of distinction. Segmenting should be considered an aggregating process of clustering people with similar needs into individual market segments. Market Segmentation A market segment is a relatively homogeneous group of customers who will respond to a marketing mix in a similar way. Good market segments meet the following criteria: 1. Homogeneous Within. The customers in a market segment should be as similar as possible with respect to their likely responses to marketing mix variables and their segmenting dimensions. 2. Heterogeneous Between. The customers in different segments should be as different as possible with respect to their likely responses to marketing mix variables and their segmenting dimensions. 3. Substantial. The segment must be big enough to be profitable. 4. Operational. The segmenting dimensions should be useful for identifying customers and deciding on marketing mix variables. This slide relates to the material on pp. 72-75. Instructor