周黑鸭细分市场分析.docx

周黑鸭的细分市场（一）按地区细分周黑鸭企业主营食品，因此每个地区对其口味的接受程度也大有不同，地理位置的细分当然是要考虑的关键之一。中国市场分为华南，华北，华东，华中，东北，西南，西北这七大区域。每个地区的饮食习惯和对口味的偏爱程度都有所不同。经调查研究，南方偏爱于咸辣、麻辣、油辣、甜辣，北方人则喜欢干辣、酸辣。湖北周黑鸭主打的就是甜辣口味。因此，在华南，华东，华中等喜爱甜辣的地区是主营方向。（二）按年龄细分 根据年龄可以把消费者市场划分为：青少年市场（0-19岁），青年市场（20-35岁），中老年市场（35岁以上）。周黑鸭企业的产品特点以“辣、香、麻、甜”著称。由此可见青少年市场对辣味食品的接受程度相对较低，对他们来说营养成分也不足，且没有独立的经济收入来源，不能作为周黑鸭忠诚的品牌购买者；中老年市场相对具有限制性，中年人虽然有较强的经济实力，但根据调查中年人对周黑鸭这个产品并不感冒，消费频率低，消费费用少；老年人一般比较注重身体的保养以及饮食的营养清淡，与周黑鸭的口味特点不相吻合，所以也不能作为主要的目标客户；青年市场是发展的主要市场，由于青年群体一般情况下都有各自的经济来源，而且比较容易接受新鲜事物，对新产品的适应能力较强，对周黑鸭企业快速占领市场有积极影响。 （三）按性别细分根据统计，在周黑鸭的喜爱程度上女性比男性占得比重更高，基本在消费者中70%都是女性消费者。因此可以加大对女性市场的研究，使得周黑鸭这一食品更加更加适合青年女性。 （四）按消费者追求利益细分 消费者购买食品类的产品，按追求的利益可以划分为：质量、经济、服务、卫生。根据经济条件和文化程度的不同，消费者的利益侧重点也不一样，食品给人的第一印象就是质量和卫生，首先需要保证这两点，在这两点的基础上再来改进经济和服务。低消费群体注重于产品的口味和价格，也就是上面提到的质量和经济。中高消费群体考虑到的要求也就更高了。 （五）按消费者具体心理因素细分 消费者对周黑鸭的观点不再仅仅是人们餐桌上的佳肴，而是成为人们随时享用的休闲食品。随着人们家庭生活水平的不断提高，“零食”今天已不再是儿童的专利，它已成了老少皆宜、大众青睐的“休闲食品”。除了休闲食品外，消费者也更看重了食品的卫生安全方面。Zhou Heiyas market segmentation(one) subdivision by RegionZhou Black Duck Enterprise is mainly engaged in food, so the degree of acceptance of its taste varies greatly in each region, the geographical location of the subdivision of course is one of the key to consider. The Chinese market is divided into seven regions: Southern China, North China, East China, central China, Northeast China, Southwest China and Northwest China. Each area has different eating habits and tastes. According to the survey, the South prefers salty, spicy, oily, sweet and hot, while the northerners prefer dry and hot, sour and hot. Hubeis weekly black duck is sweet and spicy. Therefore, in Southern China, East China, central China and other favorite sweet and spicy areas are the main direction.(two) subdivided by age.According to age, the consumer market can be divided into: youth market (0-19 years old), youth market (20-35 years old), middle-aged and elderly market (35 years old and above). The products of Zhou black duck are famous for its spicy, fragrant, linen and sweet characteristics. Thus it can be seen that the adolescent market is relatively low in acceptance of spicy food, nutritional components are insufficient for them, and there is no independent economic source of income, can not be a loyal brand buyer of Zhou Black Duck; the middle-aged and elderly market is relatively restrictive, although the middle-aged people have a strong economic strength, but according to the survey. Youth market is the main market for the development of young people, because the elderly generally pay more attention to the maintenance of the body and diet of light nutrition, and the characteristics of the taste of the black duck does not match the main target customers; Youth market is the main market for development, because young groups. Generally speaking, they have their own economic sources, and are more receptive to new things, and have a strong adaptability to new products, which has a positive impact on the rapid occupation of the market by Zhou Black Duck enterprises.(three) sex breakdownAccording to statistics, the favorite degree of black duck on the weekend, women than men accounted for a higher proportion, basically 70% of consumers are women consumers. Therefore, we can increase the research on the womens market, and make this food more suitable for young women. (four) segmentation by consumers interests.Consumers purchase food products, according to the pursuit of interests can be divided into: quality, economy, service, hygiene. According to the different economic conditions and cultural level, the interests of consumers are also different, food gives people the first impression is quality and hygiene, the first need to ensure these two points, on the basis of these two points to improve the economy and services. Low consumption groups focus on the taste and price of products, that is, the quality and economy mentioned above. The middle and high consumption group takes into account the higher requirements. (five) breakdown according to the specific psychological factors of consumers.Consumers view of Zhou Black Duck is no longer just a delicacy on the table, but a leisure food that people can enjoy at any time. With the continuous improvement of peopl