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相对于大众市场营销而言,分众市场营销是根据消费者的不同需求,把统一的大市场分成若干个小市场,并根据自身能力,为某一个或几个小市场提供针对性的产品和服务。大众市场竞争的同质化,对参与者“体魄”的要求日渐抬高;而做分众市场的成本同样不菲,除了在市场细分过程中所耗费的精力、时间和金钱,选择和操作上的差池也可能使企业掉进新的陷阱。正因为如此,很多人提出疑问:我们应不应当做分众市场?大众市场还有空间吗?分众市场又该怎么做? 做不做分众市场的理由只有一个:能否保持合理、持续的盈利能力?而做好分众市场,远不是“切割”那么简单。
Compared with mass marketing, Focus marketing is based on the different needs of consumers, the unified big market is divided into a number of small markets, and according to their own ability, for one or several small markets to provide targeted products and services . The homogenization of the mass market competition, the participants “body ” requirements are gradually raised; and to do the Focus market costs a lot of money, in addition to the market segmentation process spent energy, time and money, choice and Operating pools can also put companies into new pitfalls. Because of this, many people ask: Should we not be a Focus Market? There is still space for the mass market? What should Focus Markets do? There is only one reason for not being a Focus Market: to maintain a reasonable and sustainable profitability Focus on the market, but far from “cut ” so simple.