市场定位策略中英文对照外文翻译文献

1、市场定位策略中英文对照外文翻译文献（此文档为word格式，下载后您可任意修改编辑！市场定位策略定位的战略性角色营销策略由两部分组成：目标市场战略和营销组合战 略。目标市场战略三个过程组成：市场细分，目标(或目标 市场选择)，市场定位等。营销组合战略指的是创造一个独 特的产品，分销，促销和定价策略(4ps)的过程，旨在满 足客户的需求和希望。目标市场战略和营销组合策略有密切 的联系，有很强的相互依存关系。目标市场战略是用来制订 营销组合策略方针。市场细分是把一个市场当中具有相似需求和特点、可能 会对特定产品和特定的营销程序产生相似回应的人们，分成 不同的客户的子集的过程。目标或目标市场的选择是一

2、个或 多个，通过评估每个细分市场，寻求利益的相对吸引力，而 且该公司业务的相对优势。最后，定位是设计产品和发展战 略营销计划，共同在目标市场建立一个持久的竞争优势的过 程。目标市场定位战略的概念是众所周知的，尤其是被大多 数消费品营销从业者在制定市场营销组合策略有用作为非 理论概念的方式。然而在实践中，营销人员往往绕过正式的 定位，直接制定营销组合策略。这可能是由于这样的事实， 这些经理们不知道如何获取感知图一-表明这是一个客户原 始需求的产品的位置。本文的目的是展示营销从业者能够获得定位和营销组 合策略制定的感知图的现实途径。具体来说，感知映射及其 关系的定位总是被第一时间注意到。这是通过统

3、计技术的讨 论，可以遵循用于创建感知图。最后，通过因子分析定位过 程的例子是证明。目标市场战略目标市场战略是确定一个（或多个目标市场）的过程和 它的（或他们）独特的定位。目标市场策略包括：（1）市场 细分，（2）市场选择，（3）市场定位。市场细分。市场细分是一个分割成几部分或几个同质异 构的潜在市场的进程。换句话说，在一个潜在的市场客户可 能有不同的偏好。因此，使用产品和产品计划并不是一个有 效和高效的办法。为了有效和有效率，管理者需要根据顾客 的喜好对潜在顾客进行整合，根据该公司的实力，用独特的 服务来满足其中一个或多个组别细分市场。另一种看待市场 细分的方式是测试市场是否存在同质偏好或者需

4、求差异性。 良好的市场细分结果应具有以下特征的部分：（1）实体性 （即：每个细分市场的容量足够大），（2）可盈利/可辨识/ 可测性（即每个段可在人口或消费心理特征方面的描述）（3）无障碍性（即媒体消费和购物行为可以识别），（4）可 区分性（即，每个段都有一个唯一的偏好问题）。市场选择。定位或目标市场的选择是选择一个或多个细 分市场是目标市场或目标市场的过程中。该细分市场是通过 匹配的优势/本公司的服务能力与在每个分部利润潜力的部 分选择。通用电气公司矩阵（市场的吸引力与业务地位）是 一个目标的好工具。有四个定位战略，你可以使用：（一） 集中或集中的定位策略（即选择一大段是你的目标市场）, （2

5、）多段或有区别的定位策略（即选择两个或两个以上的 大型段与一个为他们每个人独特的定位你的目标市场），（3） 质量目标的策略（即选择两个或两个以上部分或全部是只有 一个，他们都是你的目标市场定位），（4 ）利基战略目标（即 选择一个小市场，是你的目标市场）。市场定位。定位有两层含义。首先，定位是最重要的好 处是被特定目标市场的客户所驱动的。其次，定位是通过营 销组合策略（即4ps）创造（以利益或利益而言）在客户的 心中品牌形象的过程。必须反映品牌形象的最重要的好处 （县），目标客户想要的。要在目标市场定位你的品牌，首 先要进行定位研究，以建立可在目标竞争品牌的感知地图）。positioning

6、in practicepowpaka samart. (1999)originally published in sas in journal ofmanagement, 5, 79-97strategic role of positioningit is clear that marketing strategy consists of two parts: target market strategy and marketing mix strategy. target market strategy consists of three processes: market segmenta

7、tion, targeting (or target market selection), and positioning. marketing mix strategy refers to the process of creating a unique blend of product, distribution, promotion, and pricing strategies (the four ps) designed to satisfying the needs and wants of customers target market strategy and marketin

8、g mix strategy are closely linked and have a strong interdependence. the position of a product identified from the target market strategy serves as a guideline for formulating marketing mix strategy.market segmentation is the process by which a market is divided into distinct customer subsets of peo

9、ple with similar needs and characteristics that lead them to respond in similar ways to a particular product offerings and strategic marketing programs. targeting or target market selection is the process of selecting a segment or segments to serve by evaluating the relative attractiveness of each s

10、egment, the benefit sought, and the firm's relative business strengths. finally, positioning is the process of designing product offerings and developing strategic marketing programs which collectively create an enduring competitive advantage in the target marketthe concept of target market stra

11、tegy especially positioning is well-known and widely accepted by most marketing practitioners especially consumer goods managers as useful a theoretical concepts in formulating marketing mix strategy. in practice, however, marketers tend to bypass formal positioning and go directly to formulate mark

12、eting mix strategy. this may be due to the fact that these managers do not know how to obtain perceptual maps, which are maps that show the positions of products on a set of primary customer needs.the objective of this paper is to demonstrate a practical way for marketing practitioners to obtain per

13、ceptual maps for positioning and marketing mix strategy formulation. specifically, perceptual mapping and its relation to positioning are first discussed. this is followed by discussion of statistical techniques that can be used to create perceptual maps. finally, a example of positioning process by

14、 factor analysis is demonstrated target market strategytarget market strategy is the process of identifying one (or more target markets) and its (or their) unique positioning(s). target market strategy consists of (1) market segmentation, (2) targeting, and (3) positioningmarket segmentationmarket s

15、egmentation is the process of segmenting a heterogeneous potential market into a few or several homogeneous segments. in other words, customers in a potential market may have different preferences as such, it is not effective and efficient to teach all of them by one product and one plan. to be effe

16、ctive and efficient, a manager needs to group the potential customers into group according to their unique preferences and serves one or more of these groups according to the company's strength the other way to look at market segmentation is that it is the process to test if the potential market

17、 is homogeneous in terms of preferences. good market segmentation should result in segments with the following characteristics: (1) substantiality (i.e., each segment is large enough), (2) profitability/identifiably/measurability (i.e., each segment can be described in terms of demographic or psycho

18、graphic characteristics), (3) accessibility (i.e., the media consumption and shopping behavior can be identified), and (4) differential responsiveness (i.e., each segment has a unique preference).targetingtargeting or target market selection is the process of selecting one or more segments to be the

19、 target market or target markets. the segment(s) is(are) chosen by matching the strengths/ability of the company to serve the segment with the profit potential in each segment. ge matrix (market attractiveness versus business position) is a good tool for targeting. there are four targeting strategie

20、s that you can use: (1) concentrated or focused targeting strategy (i.e., selecting one large segment to be your target market), (2) multi-segment or differentiated targeting strategy (i.e., selecting two or more large segments to be your target markets with a unique positioning for each of them), (3) mass targeting strategy (i.e., selecting two or more or all segments to be your target market with only one positioning for all of them), and (4) niche targeting strate