市场细分数据和阐释-

市场细分

数据分析和阐释

(案例为虚构）

什么是市场细分?在某个品类或特定市场内确定相对独立的单位的过程（如可以将消费者、品牌或组织进行细分）市场细分的目的：分而治之这意味着，每个细分里的成员之间要尽量相似（如有相似的需求或动机），而不同细分之间的差异要尽量增大。2市场细分的好处通过深入细致的了解一个品类或市场，建立自己品牌的竞争优势，争取利润最大化。通过了解市场需求的结构，可以制定出具体而有针对性的商业计划。有针对性的产品开发有效的品牌和组合管理定制化的营销计划有把握的订价目的明确的渠道策略获取和保留顾客的策略3客户可执行回应性好能够接触影响到稳定，可重复规模足够大成功的市场细分有哪些标准区分度高4市场细分的不同方法忠诚度细分态度细分购买因素直接需求行为/身份细分需求细分潜类需求

性别、年龄、地域购买行为、渠道选择及购买量等

和品类相关的价值观或个人看法态度决定行为

根据对于品牌的忠诚程度细分用于开发和保留客户

对品类的外在重要需求

联合分析，间接得出重要需求通过品牌偏好和属性得分间接得出5

研究结果模拟Attitudinal/needsstatementsFactoranalysisFactor1Factor2Factor3Factor4Factor5ClusteranalysisCluster1（%）Cluster2（%）Cluster3（%）ProcedureIProcedureIIProcedureIII市场细分步骤FactorCluster类别判定：回归分析、判别分析、CHAID等6什么是聚类分析？聚类分析（ClusterAnalysis）是根据事物（如消费者、产品、品牌、品牌属性）之间的相似性（Similarity）或同质性（Homogeneity）将它们归类分组的方法聚类分析的结果寻求的是组内差异（Within-groupVariation）最小，组间差异（Between-groupVariation）最大聚类分析也是市场研究中最经常使用的多元统计分析方法之一，它在有关市场细分研究中几乎是必不可少的分析工具7市场细分–聚类分析在2个维度上的3个群类...,在每个群类中各点之间的距离最小，而每个群类之间的距离最大。每一个点代表一个被访者在某个特定维度上的评分（如功能性利益点、情感性利益点、消费价值观，等）8案例1

中国家电市场细分

项目执行步骤Step1:Qualitativeresearch

Mainpurpose:Toprovidethelanguageanditemsthatend-usersusetodescribetheirneeds(includingfunctionalbenefitsandemotionalrewards)Methodology:FGD,IDIStep2:ItemReductionMainpurpose:Toreducethenumberofitemsgeneratedfromqualitativeresearch.ThefinalitemsshouldbewithdiscriminationinbetweenMethodology:Internalstaffsurvey(n=60)andsurveyonconsumers(n=150)Step3:PilottestMainpurpose:Toprovideinputtothequestionnaire'sstructure,flowandlengthTopinpointanyproblemsthathavenotbeenvisibleToanalyzethedatatodeterminewhetheritisprovidingwhatwewantStep4:QuantitativeresearchMainpurpose:Togainmarketunderstanding,identifythemostmeaningfulandmostactionableneeds-basedmarketsegmentationTogaintheprofileofeachsegmentsMethodology:RandomSampling,F2Finterview(N=3280)10语句生生成和和筛选选定性研研究产产生：：216个价值值和需需求语语句206个冰箱箱类别别需求求语句句164个洗衣衣机类类别需需求语语句173个厨具具类别别需求求语句句留下：：53个价值值和公公用需需求语语句25个冰箱箱类别别需求求语句句28个洗衣衣机类类别需需求语语句31个厨具具类别别需求求语句句语句筛筛选11语句筛筛选(ItemReduction)的的统计计学步步骤第一步步：首先，，将那那些对对所有有语句句都打打同样样分数数（如如：1，3，6或10））的被被访者者过滤滤掉。。如果被被访者者倾向向于总总打同同一个个分数数或者者总打打极端端值（（如：：1或或10），，则可可以过过滤掉掉可以基基于答答案的的标准准差和和极差差过滤滤被访访者。。此时时没有有特定定的过过滤标标准，，但是是根据据经验验，当当极差差小于于3，，或标标准差差小于于1-1.5时时，可可以过过滤掉掉此被被访者者。第二步步：分别计计算被被访者者对每每条语语句打打分的的均值值、标标准差差、偏偏度和和峰度度，然然后据据此删删除语语句。。第三步步：对语句句做因因子分分析或或聚类类分析析。对对于存存在的的过多多的意意思完完全相相同的的语句句，需需要进进行删删减。。对于于不包包括在在任何何一个个类别别或维维度中中的句句子，，可参参考定定性的的结果果，决决定是是否删删除。。第四步步：那些独独立语语句（（即：：不能能进入入任何何维度度的语语句））也不不一定定必须须全部部删除除。事事实上上，某某些这这种语语句解解释了了因子子或维维度不不能解解释的的内容容，因因此必必要的的话应应该保保留。。12因子分分析结结果13细分结结果14各细分分的市市场份份额BaseN=3208放松解解脱他人认认可关注健健康只求最最好简单实实用新潮设设计15各细分分的描描述Release放松解解脱Demographics:MorelikelyinBeijing&WuhanAged22-40College/UniversitygraduatedHighfamilyincome(RMB2870)LargerhouseholdConsumerValues:FeaturesaremoreimportantthandesignToliveanunstrainedlifeIthinknothingismoreimportantthantimeKeyNeeds:FreemefromhouseholdchoresReleasemefromcleaningfrequentlyHelpmegetridofthetirednessMakemefeeltheproductservesmeLownoise17Release放松解解脱Mrs.Chen,aged28,livesinBeijing.Sheandherhusbandarelivingwithherparents.Shegraduatedfromcollege,andnowisworkinginacompany.Evenwithhigherincome,shefeelsstressfromeverydaywork,soshetakeseveryopportunitytofreeherselffromworkingpressures.Becausesheisbusy,shedoesn’thavemuchtimetowatchTV,buttakessometimetoreadnewspapersandmagazines.Sheisinterestedinarticlesaboutentertainment,computers,science,technologyandalsoalittleaboutenvironmentalissues.Forhomeappliances,shecurrentlyhasanautomaticwashingmachineandshelikestheproductswithgoodfunctionalperformancetofreeherselffromboringchores.Shealsowantstopurchasecookingappliancesofthesamebrand––asetofstoveandhood.功能全，就就不会让我我再操心！！Morefeatureswillmakemefeeleasy18LifeofRecognition他人认可Demographics:HousewifeAged41-50LowfamilyandpersonalincomeEmployee3membersinfamilyConsumerValues:Icareaboutother’spraiseIliketoshowmysuccessIliketobedifferentfromothersIneedmodern/fashionableproductsThetrifleinlifeisalsoakindofjoyKeyNeeds:MakemefeelhonourableMakemeadmiredbyothersMakemefeelI’msuperiortoothersMakemefeelfashionableReflectionofgoodlifequality19LifeofRecognition他人认可Mrs.Sunis43yeasold.Sheisworkinginadepartmentstoreasasalesperson.Herhusbandisacompanyemployee,andtheirsonisahighschoolstudent.Themonthlyincomeforthisfamilyisrelativelylow,aroundRMB2600.Asahousewife,shespendsalotoftimedoinghousework,suchascleaningtherefrigerator.Duringherfreetime,shewatchesTV,readsnewspapersandmagazinesforleisure.Sheismoreinterestedinprogramsorarticlesaboutlife,cooking,shoppingguides,moviesanddramas.Shealsoreadsalittleaboutfashionandhomeappliances,becauseshedoesn’twanttofallbehindherpeers.Forhomeappliances,shewantsproductsthatreflectgoodlifequality,sosheintendstobuyarefrigeratorwithlargecapacity.Shealsowantstoupdateherolddouble-drumwashingmachinewiththelatestmodel.等有钱了咱咱也买个好好点的，让让别人也看看看。Ifhavemoremoney,Iwillbuyabetterone.20CaringHealth关注健康Demographics:MorelikelyinGuangzhouHousewifeLivinginhigh-storeybuildingConsumerValues:Iwishtotakecareofthewholefamily’shealthineveryaspectIamapersonwhoseeksharmonyinlifeKeyNeeds:HelpmecareforothersMinimizethechancesofbecomingillReassuredaboutfamily’shealthStopmeworryingaboutgerms/bacteriaHelpbringordertomylife21CaringHealth关注健康Mrs.Zhangis32yearsold.Sheislivinginahigh-storeybuildinginGuangzhouShehasbeenmarriedfor5yearsandhasachild.Shelovesherfamilysomuch,soshespendslotoftimeandenergyontakingcareofherfamilymembers.Shealwayskeepsherhomeverycleanandtidy,soastominimizethechancesofillnessandinfectionscausedbygermsandbacteria.Forhomeappliances,Ms.Zhangalwayschoosestheproductsthataremorehygienicandhealthy.Forexample,therefrigeratorshecurrentusesisaPanasonicanti-bacteria.Hernextwashingmachinewillbefront-loaded,becauseshethinksitismorehygienic.我处处关爱爱家人的健健康。Iwishtotakecareofmyfamily’’shealthineveryaspect.22SimplytheBest只求最好Demographics:HighereducationallevelHigherfamilyincome(RMB2720)ConsumerValues:UsethebestproductsratherthanbetteronesKeyNeeds:ThemostpowerfulavailableMakemefeelIhaveboughtthebest23Mrs.Haois36yearsoldwithgoodeducationalbackground.Sheworksasaaccountantinalargecompany.Shelikestobuythebestgoodsonthemarket.ShespendslittletimewatchingTV,butisverykeenonreadingarticlesaboutfashionandgardendesign.Forhomeappliances,shesimplychoosestheproductswiththebestperformance,withoutworryingtoomuchaboutpriceorotheraspects.Sheusesahigh-endHaierandhasbeenusingitformanyyears.Shehasanautomaticwashingmachinewithverylargecapacity,andintendtobuyafrontloader.SimplytheBest只求最好我只选最好好的.Iwouldsimplychoosethebest.24PragmaticSimplicity简单实用Demographics:SlightlymoreinBeijing3-4familymembersConsumerValues:EfficiencyisthemostimportanttomeIwishtoliveanunstrainedlifeIamapersonwhoseeksharmonyinlifeIshouldnotbetiedupwithhouseworkonweekendsKeyNeeds:ThemostpracticalproductsonthemarketTheeasiesttooperateTheeasiesttocleanTheeasiesttorepair25PragmaticSimplicity简单实用MissHuanglivesinBeijing,sheisanemployeeinasmallcompany.Shewantstoliveanunstrainedlife.Shepaysmuchattentiontoefficiencyandwantstohavetimetoenjoylife.Shelikestoreadarticlesinmagazinesandnewspapersaboutentertainment,sports,arts,travelandmovies,soastomakeherlifecolourful.Forhomeappliances,shesimplywantstheproductsthataretheeasiesttorepair,operateandclean,withpracticaluse,astheseproductscansavelotsoftimeforher.Shecurrentlyusesalarge-capacityrefrigeratorandautomaticwashingmachine,becausetheseproductsaremorepracticalandconvenient.Forcookingappliances,shedoesn’tcareaboutwhetherthebrandsarethesameforstoveandhoods,aslongastheyareeasytouse.简单实用，，帮助我从从容享受生生活Simplicityhelpsmeenjoylife26FreshDesign新潮设计Demographics:MorelikelyinShanghaiSlightskewtowardsmalesMiddlemanagementAged22-30ConsumerValues:DesignismoreimportantthanfeaturesIliketobedifferentfromothersIwishmakemyhomemodernIenjoymylifeKeyNeeds:GivemethefreshfeelingbythedesignGivemealookofbrand-newbythedesignSavespaceEnvironmentallyfriendly27FreshDesign新潮设计Mr.LiulivesinShanghai,andheis28yearsold.NowheworksinaITcompanyasclientmanager.Hehasahighmonthlyincomebutdoesn’’twanttoshowsuccess.Helikestouse/purchasenovelproductstoshowhisuniquepersonality.Duringhisfreetime,helikesTVprogramsorreadingarticlesonfinance,realestate,cars,advertisingandcelebrities.Healsotakeseveryopportunitytoenjoylife.Forhomeappliances,thebrandslikeSimens,ElectroluxandSamsungaremoreattractivetohim,forthesebrandshavefreshdesigns.Heisnowusingdifferentbrandsforhisstoveandhoods,butheintendstoreplacethembysetproductnexttime.我希希望望能能经经常常使使用用具具有有不不同同外外型型的的家家电电，，让让我我感感觉觉新新鲜鲜Differentdesignsofhomeappliancesmakemefeelfresh28各细细分分对对品品类类的的具具体体需需求求LifeofRecognitionCaringHealthSimplytheBestReleasePragmaticSimplicityFreshDesignHelpmemanagefoodsstorageKnowthefoodstoragesituationwithoutopeningthedoorEasytofindtheneededstuffsfromitNotmakefoodgobadforlongtimeMaketheinteriorsmellpureandfreshMaketheroomlookunitaryMakemefeelenergeticbytakingfreshfoodMakemyhomelookbeautifulBeeasytofindtheneededstuffsfromitMakemechangetheinteriorlayoutoftherefrigeratorfreelyMakemeclearlyknowthetemperaturestatusNotmakefoodgobadforlongtimeMaketheinteriorsmellpureandfreshMakemefeelenergeticbytakingfreshfoodMakemeplacemanystuffsinbigsizeMakelittleeffortstothinkabouthowtousethespaceUseitwithoutrestric-tionsMakemeknowthefoodstoragesituationwithoutopeningthedoorofitBeeasytofindtheneededstuffsfromitHelpnotwastefoodReducethefrequencyofcleaningNotmakefoodgobadforlongtimeMakefoodstastegood冰箱29客户品牌在各各细分的表现现ReleaseLifeRecognitionCaringHealthSimplyTheBestPragmaticSimplicityFreshDesignAwareness(73%)(Unaided)(31%)OOOOOOO—O—＋＋CurrentOwnership(5%)OO＋—OOFamiliarity＋OO—O—PurchaseIntention(30%)＋OO—O—Note:+AboveAverageOAverage－BelowAverage冰箱30案例2微型轿车市场场细分对微型轿车的的需求k1_26适合在各种路况下行驶k1_19动力强劲k1_25有着同级别产品中最卓越的性能k1_23产品经久耐用k1_30让我不用再操心添加配置k1_29恰好能满足我的基本需要k1_31让我不用担心使用成本k1_28空调能满足各个季节的需要k1_32让我不用担心油耗k1_01能让我有优越感k1_02让我感觉很惬意k1_03让我感觉很时尚k1_04表现自我的风格和个性k1_05能让我感觉到我用的东西很先进k1_09让我感觉一切尽在掌握/驾驭之中k1_08给我带来内心的和谐与平衡k1_07给我自由自在的感觉k1_12让我觉得很划算k1_14是市场上最实用的产品k1_27价格便宜k1_16可以放很多东西在里面k1_17让我驾驶起来不受约束k1_20让我和家人乘坐的很舒适32需求的因子分分析性能好成熟时尚个性掌控便宜实惠宽敞舒适稳重传统设计新颖12345678k1_26适合在各种路况下行驶0.668870414

k1_19动力强劲0.626884962

0.502542806

k1_25有着同级别产品中最卓越的性能0.622439297

0.401381724k1_23产品经久耐用0.601853218

k1_30让我不用再操心添加配置

0.728863166

k1_29恰好能满足我的基本需要

0.722795086

k1_31让我不用担心使用成本

0.652770535

k1_28空调能满足各个季节的需要

0.567022663

k1_32让我不用担心油耗0.4793440950.511238398

k1_01能让我有优越感

0.76388385

k1_02让我感觉很惬意

0.755940501

k1_03让我感觉很时尚

0.701226354

0.46329425k1_04表现自我的风格和个性

0.555005849

0.537563502k1_05能让我感觉到我用的东西很先进

0.49875297

0.434530853k1_09让我感觉一切尽在掌握/驾驭之中

0.731791004

k1_08给我带来内心的和谐与平衡

0.723476266

k1_07给我自由自在的感觉

0.720572943

k1_12让我觉得很划算

0.804278494

k1_14是市场上最实用的产品

0.659936495

k1_27价格便宜

0.406910918

0.516841818

k1_16可以放很多东西在里面

0.725819229

k1_17让我驾驶起来不受约束

0.627737293

k1_20让我和家人乘坐的很舒适0.478397926

0.502066145

33关于按需求的的用户细分时尚卓越型实用便宜型放心无忧传统稳重型均衡型220208280428736性能好让我无顾之忧时尚优越掌控自由便宜实用宽敞舒适稳重传统设计新颖1.434微型轿车用户户的需求－按需求的用户户细分微轿需求满足基本需求求的车型即可可使用成本低产品耐用，实实用注重内部空间间不要求设计新新潮、新颖价格较敏感背景特征31~45岁男性一般职员车型偏好夏利、昌河北北斗星微轿需求希望能显得稳稳重朴实、注重传传统背景特征男性高中学历(43.5%)东莞、深圳相相对较多车型偏好哈飞路宝、豪豪情、奥拓微轿需求注重购车价格格和使用成本本注重性价比(觉得划算)一定程度上注注重设计新颖颖背景特征年轻22~30偏女性(37%)一般职员学历较高车型偏好QQ微轿需求购一部车很重重要希望车能满足足多方面的需需求(性能要好、耐用、实实用价格要便便宜、性价比比高内部空间较大大、外形设计计和车型能得得到大众的认可可、能表现稳稳重感)但对个性化的的要求相对来来说不高背景特征年龄偏大成都、南京偏偏多车型偏好夏利微轿需求性能卓越耐用先进时尚、个性带来优越感相对来说对价价格不敏感背景特征26~35岁偏女性(32%)学历高(71%)车型偏好Spark35各细分人群对对价格的需求求时尚卓越新颖实惠成熟实用传统稳重全面均衡价格是最重要要的影响因素素(%)计划购买车型型的均价（万万元）36各细分人群对对配置的需求求希望增加配置置并愿意增加加支出(%)时尚卓越新颖实惠成熟实用传统稳重全面均衡对配置的感兴兴趣程度(10分）(%)电子防盗ABS遥控中控锁副驾驶座安全气囊CD后门电动门窗倒车雷达转速表铝合金轮圈电动后视镜MP3接口后座头枕调腰器换档锁天窗（手动）6/4分后排座椅别致CD架带照明化妆镜别致纸巾盒精致门槛饰条来源：Optionsm模型数据379、静夜夜四无无邻，，荒居居旧业业贫。。。12月月-2212月月-22Saturday,December31,202210、雨中黄叶叶树，灯下下白头人。。。07:38:4607:38:4607:3812/31/20227:38:46AM11、以我独独沈久，，愧君相相见频。。。12月-2207:38:4607:38Dec-2231-Dec-2212、故人江海别别，几度隔山山川。。07:38:4607:38:4607:38Saturday,December31,202213、乍见翻疑疑梦，相悲悲各问年。。。12月-2212月-2207:38:4607:38:46December31,202214、他他乡乡生生白白发发，，旧旧国国见见青青山山。。。。31十十二二月月20227:38:46上上午午07:38:4612月月-2215、比不了了得就不不比，得得不到的的就不要要。。。十二月227:38上午午12月-2207:38December31,202216、行动动出成成果，，工作作出财财富。。。2022/12/317:38:4607:38:4631December202217、做前，能能够环视四四周；做时时，你只能能或者最好好沿着以脚脚为起点的的射线向前前。。7:38:46上上午7:38上上午07:38:4612月-229、没有失败，，只有暂时停停止成功！。。12月-2212月-22Saturday,December31,202210、很多事情努努力了未必有有结果，但是是不努力却什什么改变也没没有。。07:38:4607:38:4607:3812/31/20227:38:46AM11、成成功功就就是