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1、MarketSegmentation,TargetingandPositioningTourismMarketingUnitDeliveredby:AmyLiLearningOutcomesAfterthissession,youshouldbeableto:1.Definewhatismeantbysegmentation,targetingandpositioning.2.Listandunderstandthemajorbasesforsegmentation.3.ConductanSTPanalysistoyourbusiness.Differentc
2、ustomersarelookingfordifferentbenefitsfromthegoodsandservicestheypurchase.Iprefernatrualscenicspots.IpreferhistoricalsitesIliketheservicehere.Thisistooexpensive.TheresourcesandcapabilitiesofacompanyarelimitedCustomerDemandCompany'sResourcesI'vetriedthebest,butstillcan'tsatisfythecusto
3、mer.TARGETMARKETINGThekeystepsintargetmarketingare:MarketsegmantationMarkettargetingMarketpositioningMarketsegmantationTheprocessofdividingthetotalmarketforagoodorserviceintoseveralsmallergroups,eachofwhichtendstobehomogeneous(orsimilar)inallsignificantaspects.BenifitsofMarketSegmenta
4、tionByusingthestrategyofmarketsegmentation,acompanycandesignproductsthatcloselymatchthedemandsofparticulargroups;asmallfirmwithlimitedresourcescancompeteveryeffectivelyinoneortwomarketsegments;marketerscanmakemoreefficientuseofbudget;marketerscanuseadvertisingmediaandpromotionalmethod
5、smoreeffectively;Howdowesegmentconsumermarkets?SegmentationBasesGeographicExamplesoftypicalmarketsegmentsRegiondistricts,postcodeareas,blocksCitysizeunder25000,25000-100000...Urban/ruralurban,suburban,countrytown,ruralClimatehot,temperate,coldSegmentationBasesDemographicExamplesoftypi
6、calsegmentsAge,GenderFamilylifecyclestageyoungsingle,youngmarriednochildren,fullnestfamilyEducationhighschool,bachelor,masterOccupationmanager,professional,clerial,student,technician,salesIncomeReligionProtestant,Moslem,BuddismSegmentationBasesPhycographicExamplesoftypicalsegmentsSoci
7、alclassupper,uppermiddle,lowermiddle,bluecollarPersonalityambitious,self-confident,introverted,extroverted,sociableLifestyleFamily-focused,adventurous,health-and-fitness-orientedSegmentationBasesBehavioural(orproduct-relatedbases)Benifitsdesired(widevariation,dependingonproduct)Usager
8、ateno