旅游市场营销STP分析(市场细分_目标市场选择与定位)（PPT32页)

MarketSegmentation,TargetingandPositioningTourismMarketingUnitDeliveredby:AmyLiLearningOutcomesAfterthissession,youshouldbeableto:1.Definewhatismeantbysegmentation,targetingandpositioning.2.Listandunderstandthemajorbasesforsegmentation.3.ConductanSTPanalysistoyourbusiness.•Differentcustomersarelookingfordifferentbenefitsfromthegoodsandservicestheypurchase.Iprefernatrualscenicspots.IpreferhistoricalsitesIliketheservicehere.Thisistooexpensive.•TheresourcesandcapabilitiesofacompanyarelimitedCustomerDemandCompany'sResourcesI'vetriedthebest,butstillcan'tsatisfythecustomer.TARGETMARKETINGThekeystepsintargetmarketingare:MarketsegmantationMarkettargetingMarketpositioningMarketsegmantation•Theprocessofdividingthetotalmarketforagoodorserviceintoseveralsmallergroups,eachofwhichtendstobehomogeneous(orsimilar)inallsignificantaspects.BenifitsofMarketSegmentationByusingthestrategyofmarketsegmentation,1.acompanycandesignproductsthatcloselymatchthedemandsofparticulargroups;2.asmallfirmwithlimitedresourcescancompeteveryeffectivelyinoneortwomarketsegments;3.marketerscanmakemoreefficientuseofbudget;4.marketerscanuseadvertisingmediaandpromotionalmethodsmoreeffectively;•Howdowesegmentconsumermarkets?SegmentationBasesGeographicExamplesoftypicalmarketsegmentsRegiondistricts,postcodeareas,blocksCitysizeunder25000,25000-100000...Urban/ruralurban,suburban,countrytown,ruralClimatehot,temperate,coldSegmentationBasesDemographicExamplesoftypicalsegmentsAge,GenderFamilylifecyclestageyoungsingle,youngmarriednochildren,fullnestfamilyEducationhighschool,bachelor,masterOccupationmanager,professional,clerial,student,technician,salesIncomeReligionProtestant,Moslem,BuddismSegmentationBasesPhycographicExamplesoftypicalsegmentsSocialclassupper,uppermiddle,lowermiddle,bluecollarPersonalityambitious,self-confident,introverted,extroverted,sociableLifestyleFamily-focused,adventurous,health-and-fitness-orientedSegmentationBasesBehavioural(orproduct-relatedbases)Benifitsdesired(widevariation,dependingonproduct)Usageratenon-user,light-user,heavyuserLoyaltystatusalwaysbuyonebrandorfromonesupplier;buyfromanarrowrangeofpreferredbrandsorsuppliers;buyonprice,convenienceorimpulseDimensionsExamplesoftypicalmarketsegments具体细分变量因素列举Geographic综合地理区域（洲别、国别、地区等）；空间位置（远程、中程、近程等）；气候与自然地理环境（热带、寒带、高原、沙漠地区等）；聚落与人文地理环境（人口密度、各类城镇等）；经济地理环境（发达国家、发展中国家等）。Demographic年龄、性别、职业、收入、家庭生命周期、家庭规模、受教育程度、社会阶层、种族、宗教、国籍、民族等Psychographic生活方式、性格特征、态度、兴趣、动机等Behavioural购买时机（旺季、淡季、节假日）；追求的利益（迅速便捷、温馨浪漫、经济实惠）；购买频率（未旅游者、首次旅游者、多次旅游者）；购买方式（团体、散客）；偏好程度（极度偏好、中等程度偏好、摆动偏好、无偏好）；购买行为特征（理智型、冲动型、积极型、猎奇型、享受型）。BasesforsegmentingmarketsMarketSegmentationApracticalsegmentationrequiresthefollowing:•Thecustomersinasegmentmustbeaccessibletothefirm.•Eachtargetedsegmentmustbelargeenoughtoproduceareturnonthefirm'sinvestmentinmarketingtothem.segment3Whichonetochoose?Markettargetingsegment2segment1Markettargeting•Onceafirmhassegmentedthetotalmarketforitsproduct,itsnexttaskistoselectoneormoresegmentsasitstargetmarket(s).•Thefirmcanfollowoneofthestrategiesbelow:–Marketaggregation.–Single-segmentstrategy.–Multiple-segmentstrategy.MarketAggregation无差异策略可口可乐致力于顾客需求的共同点appealtoawiderangeofconsumerswithagenericproduct/service不管细分市场有什么区别，我只用这一种产品打遍所有市场不管细分市场有什么区别，我只用这一种产品打遍所有市场segmentsegmentMarketMix这么多细分市场，我只做一个Single-segmentStrategy单一目标市场策略provideaproductspecificallytailoredtoacertaintargetmarketSingle-segmentStrategy•ContikiTours•Contiki是一种半自助旅行方式，选择好欧洲、北美、东南亚的旅游线路之后，自己办理签证，购买机票，飞赴集合地，然后大家一起旅行。•年轻，是可不可参加Contiki的首要条件，具体到18岁以上，35岁以下，不论你是什么身份，过了35岁，哦，对不起，倒贴钱，你也不能参加什么Contiki了。甚至连导游和司机，都是来自世界各地18至35岁的朝气蓬勃的年轻人。完全是个年轻人的嘉年华会，一起疯一起闹，兴趣趋同，少了代沟的烦恼。segmentsegmentsegmentMarketMix1MarketMix2MarketMix3致力于顾客需求的不同点这些细分市场我都要，我要为每个细分市场设计一个营销组合Multiple-segmentStrategy差异策略TargetMarketingStrategiessinglemarketingmixmarketsegmentAmarketsegmentBmarketsegmentCSingle-segmentStrategymarketsegmentAmarketsegmentBmarketsegmentCmarketmixAmarketmixBmarketmixCMultiple-segmentStrategyMarketAggregationsinglemarketingmixonemass,undifferentiatedmarketMarketsegmentationandtargetingProject•Pleaseidentifyspecificgroupsofpotentialcustomersforyourcompany.Remember,weneedtoknownotonlywhowearegoingtotarget,butmostimportantly,thatthereareenoughofthemwhowillbuyoftenenoughforourprodcuttobeviable.•First,identifyallpossiblesegments,thendecidewhichgroup(s)you'lltarget.Positioning•Aproduct'spositionisthecomplexsetofperceptions,impressionsandfeelingsthatconsumersholdfortheproductcomparedwithcompetingproducts.Positioning•Positioningistheprocessofdevelopinganintendedimage,perceptionorimpressiontotheproduct/serviceorbrandincustomer'smind.PositioningStrategy–Positioningaccordingtoaproductattribute.•WhereEveryCinderellaStoryComesTrue.•WhereWonderlandIsYourDestiny.•WhereImaginationSavesTheDay.•WhereTheMagicBegins.•WhereYou’reAlwaysTheKingOfTheCourt.•WhereYou’reTheFairestOfThemAll.•WhereYouNeverHaveToGrowUp.•WhereAWholeNewWorldAwaits.•WhereDreamsRunFree.WhereYourEveryWishIsOurCommand.你的每一个愿望都指引着我们前进的地方。PositioningStrategy–Positioninginrelationtoacompetiter.PositioningStrategy–P