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1、andbrandpositioning,SYMBOLisbecomingmoreandmoredifficulttomeettheneedofthetargetmarketbyher‘SingleBrandStrategy’and‘UndefinedOrientation’,whichobstructitinthefurtherdevelopment.Thisarticlefocusonmarketingsegmentationinvestigationandcustomerneedsdeterminate-analysisbyapplyingtheMarketingManageme
2、ntTheories,StatisticalModelandMarketingEngineeringsoftware.Furthermore,throughpositioninganalysisforSYMBOL,establishgrouptargetstrategy,brandpositioning,andfuturemarketingstrategy.Thearticleisdividedintothreeparts.PartIisfocusonGeneralAnalysis,bydatacollectionfrommarketinginvestigation,comprehe
3、nsivelyanalyzethecustomers’preference,psychologicalcharacteristicandtheproductionneedsinourdomesticmarket.PartIIisfocusonSegmentedAnalysisbythehelpofMarketSegmentationTheoryandtheClusterAnalysismodelfrommarketingengineeringsoftware.Forprovidingthereferencetovariousenterprises,especiallyforSYMBO
4、Ltargetingselection,throughFactorAnalysis,todeterminate-analyzethedifferentconsumerpreferenceindifferentsegmentedmarket.PartIIIisfocusonPositioningAnalysis,baseontheresearchinPartII,throughintegratesseveraltheoriesofpositioningandbrandingstrategies,toanalyzeSYMBOLpositioningviadrawingperceptual
5、mapbypositioningmodelinthemarketingengineeringsoftware.Meanwhile,tore-orientatethegroupbrandingstrategyaccordingtotheselectedtargetmarket,andestablishnewpositioningforSYMBOL,aswellasits’marketingstrategy.FromPartItoPartIII,allthedataareobtainedmainlywiththeapproachofquestionnaires.ThroughtheClu
6、sterAnalysisandFactorAnalysis,themattressmarketissegmentedintofour.Inaddition,thearticlequantitativelyanalyzesthepreferenceindifferentsegmentedmarkets(suchas,BrandReputation,ProductsFunction,etc).DrawingtheperceptualmapthroughtheCharacteristicPositioningandFactorAnalysis,fromwhichwecanfindthehi
7、ghrelativitybetweendifferentvariables(suchasPerformancePriceRatioandtheValueofReputation).Meanwhile,it’sobviouslythatdifferentcustomer’srequirementsintwodifferenttargetmarkets.Asaresult,inordertoobtainthehighpredominanceinthesetwo
