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Partitioning(分割或划分)的本意是把某一整体分成若干部分。在市场营销学上,Partitioning 实际上就是市场细分(Market Segmenta-tion),其含义就是根据消费者需要的差异性,运用系统的方法,把整体市场划分为若干个消费者群的过程。每一个消费者群就是一个细分市场,亦称为子市场或亚市场。每一个细分市场都是具有类似需求倾向的消费者构成的群体,因此,分属不同细分市场的消费者对同一产品的需求有着明显的差异,而属于同一细分市场的消费者的需求具有相似性。可见,市场细分运用的是求大同存小异的方法。
Partitioning (segmentation or division) was intended to divide an entire body into parts. In marketing, Partitioning is actually a market segmentation (Market Segmentation). Its meaning is the process of dividing the overall market into several consumer groups based on the differences in consumer needs. Each consumer group is a market segment, also known as a submarket or submarket. Each market segment is a group of consumers with similar demand tendencies. Therefore, consumers in different market segments have a significant difference in demand for the same product, and consumers in the same market segment have different needs. Similarity. It can be seen that the market segmentation uses the method of seeking common ground.