论文部分内容阅读
目前,有些企业在瞬息万变的动态市场环境中变得无所适从,产品失去竞争力。其中,一个重要的原因,就是没有通过周密的市场细分来确定适合自己的目标市场,而老是搞“尾随战术”,跟着别人后面跑。如果这些企业能从失败中冷静反思,从消费者的需求的多样性和购买者行为的差异性出发,把某一产品的市场整体划分为若干个消费者群,进行市场分类,或许能找出问题的症结。 市场细分业已成为当今营销战术的核心内容,其主要作用是有利于企业发掘新的市场机会。通过市场细分,企业可以有效地分析和了解各个消费者群的需求满足程度和市场上的竞争情况,抓住市场机会好、销售潜力大。竞争强手少的契机,结合本企业实际,确定有利于自身发展的目标市场,设计相应的营销策略,就有可能迅速取得市场优势地位。
At present, some companies have become incompetent in the ever-changing dynamic market environment and products have lost their competitiveness. Among them, an important reason is that it has not been determined through careful market segmentation to suit its own target market. Instead, it always engages in “trailing tactics” and runs behind others. If these companies can calmly reflect on failures, starting from the diversity of consumer demand and the differences in buyer behavior, the overall market of a product can be divided into several consumer groups and market classification can be found. The crux of the problem. The market segmentation industry has become the core content of today’s marketing tactics, and its main role is to help companies discover new market opportunities. Through market segmentation, companies can effectively analyze and understand the level of demand satisfaction of various consumer groups and the competition in the market, seize market opportunities, and have great sales potential. The opportunity to compete with less competition, combined with the actual situation of the company, determine the target market that is conducive to its own development, and design a corresponding marketing strategy, it is possible to quickly gain market superiority.