旅游市场营销STP分析(市场细分、目标市场选择与定位).ppt

Market Segmentation, Targeting and Positioning,Tourism Marketing Unit Delivered by: Amy Li,Learning Outcomes,After this session, you should be able to: 1. Define what is meant by segmentation, targeting and positioning. 2. List and understand the major bases for segmentation. 3. Conduct an STP analysis to your business.,Different customers are looking for different benefits from the goods and services they purchase.,I prefer natrual scenic spots.,I prefer historical sites,I like the service here.,This is too expensive.,The resources and capabilities of a company are limited,Customer Demand,Companys Resources,Ive tried the best, but still cant satisfy the customer.,TARGET MARKETING,The key steps in target marketing are: Market segmantation Market targeting Market positioning,Market segmantation,The process of dividing the total market for a good or service into several smaller groups, each of which tends to be homogeneous (or similar) in all significant aspects.,Benifits of Market Segmentation,By using the strategy of market segmentation, a company can design products that closely match the demands of particular groups; a small firm with limited resources can compete very effectively in one or two market segments; marketers can make more efficient use of budget; marketers can use advertising media and promotional methods more effectively; How do we segment consumer markets?,Segmentation Bases,Geographic Examples of typical market segments Region districts, postcode areas, blocks City size under25000, 25000-100000. Urban/ rural urban, suburban, country town, rural Climate hot, temperate, cold,Segmentation Bases,Demographic Examples of typical segments Age, Gender Family lifecycle stage young single, young married no children, full nest family Education high school, bachelor, master Occupation manager, professional, clerial, student, technician, sales Income Religion Protestant, Moslem, Buddism,Segmentation Bases,Phycographic Examples of typical segments Social class upper, upper middle, lower middle, blue collar Personality ambitious, self-confident, introverted, extroverted, sociable Lifestyle Family-focused, adventurous, health-and-fitness-oriented,Segmentation Bases,Behavioural (or product-related bases) Benifits desired (wide variation, depending on product) Usage rate non-user, light-user, heavy user Loyalty status always buy one brand or from one supplier; buy from a narrow range of preferred brands or suppliers; buy on price, convenience or impulse,Bases for segmenting markets,Market Segmentation,A practical segmentation requires the following: The customers in a segment must be accessible to the firm. Each targeted segment must be large enough to produce a return on the firms investment in marketing to them.,segment3,Which one to choose?,Market targeting,segment2,segment1,Market targeting,Once a firm has segmented the total market for its product, its next task is to select one or more segments as its target market(s). The firm can follow one of the strategies below : Market aggregation. Single-segment strategy. Multiple-segment strategy.,Market Aggregation 无差异策略,可口可乐,致力于顾客需求的共同点 appeal to a wide range of consumers with a generic product/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,segment,segment,Market Mix,这么多细分市场，我只做一个,Single-segment Strategy 单一目标市场策略,provide a product specifically tailored to a certain target market,Single-segment Strategy,Contiki Tours 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。,segment,segment,segment,Market Mix1,Market Mix2,Market Mix3,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-segment Strategy 差异策略,Target Marketing Strategies,Market segmentation and targeting Project,Please identify specific groups of potential customers for your company. Remember, we need to know not only who we are going to target, but most importantly, that there are enough of them who will buy often enough for our prodcut to be viable. First, identify all possible segments, then decide which group(s) youll target.,Positioning,A products position is the complex set of perceptions, impressions and feelings that consumers hold for the product compared with competing products.,Positioning,Positioning is the process of developing an intended image, perception or impression to the product/service or brand in customers mind.,Positioning Strategy,Positioning according to a product attribute.,Where Every Cinderella Story Comes True.,Where Wonderland Is Your Destiny.,Where Imagination Saves The Day.,Where The Magic Begins.,Where Youre Always The King Of The Court.,Where Youre The Fairest Of Them All.,Where You Never Have To Grow Up.,Where A Whole New World Awaits.,Where Dreams Run Free.,Where Your Every Wish Is Our Command. 你的每一个愿望都指引着我们前进的地方。,Positioning Strategy,Positioning in relation to a competiter.,Positioning Strategy,Positioning by price