旅游市场营销STP的分析

旅游市场营销STP的分析MarketSegmentation,

Targetingand

PositioningTourismMarketingUnitDeliveredby:AmyLiLearningOutcomesAfterthissession,youshouldbeableto:1.Definewhatismeantbysegmentation,targetingandpositioning.2.Listandunderstandthemajorbasesforsegmentation.3.ConductanSTPanalysistoyourbusiness.Differentcustomersarelookingfordifferentbenefitsfromthegoodsandservicestheypurchase.Iprefernatrualscenicspots.IpreferhistoricalsitesIliketheservicehere.Thisistooexpensive.TheresourcesandcapabilitiesofacompanyarelimitedCustomerDemandCompany'sResourcesI'vetriedthebest,butstillcan'tsatisfythecustomer.TARGETMARKETINGThekeystepsintargetmarketingare:MarketsegmantationMarkettargetingMarketpositioning

MarketsegmantationTheprocessofdividingthetotalmarketforagoodorserviceintoseveralsmallergroups,eachofwhichtendstobehomogeneous(orsimilar)inallsignificantaspects.BenifitsofMarketSegmentationByusingthestrategyofmarketsegmentation,acompanycandesignproductsthatcloselymatchthedemandsofparticulargroups;asmallfirmwithlimitedresourcescancompeteveryeffectivelyinoneortwomarketsegments;marketerscanmakemoreefficientuseofbudget;marketerscanuseadvertisingmediaandpromotionalmethodsmoreeffectively;Howdowesegmentconsumermarkets?SegmentationBasesGeographicExlesoftypicalmarketsegmentsRegiondistricts,postcodeareas,blocksCitysizeunder25000,25000-100000...Urban/ruralurban,suburban,countrytown,ruralClimatehot,temperate,coldSegmentationBasesDemographicExlesoftypicalsegmentsAge,GenderFamilylifecyclestageyoungsingle,youngmarriednochildren,fullnestfamilyEducationhighschool,bachelor,masterOccupationmanager,professional,clerial,student,technician,salesIncomeReligionProtestant,Moslem,BuddismSegmentationBasesPhycographicExlesoftypicalsegmentsSocialclassupper,uppermiddle,lowermiddle,bluecollarPersonalityambitious,self-confident,introverted,extroverted,sociableLifestyleFamily-focused,adventurous,health-and-fitness-orientedSegmentationBasesBehavioural(orproduct-relatedbases)

Benifitsdesired(widevariation,dependingonproduct)Usageratenon-user,light-user,heavyuserLoyaltystatusalwaysbuyonebrandorfromonesupplier;buyfromanarrowrangeofpreferredbrandsorsuppliers;buyonprice,convenienceorimpulseBasesforsegmentingmarketsMarketSegmentationApracticalsegmentationrequiresthefollowing:Thecustomersinasegmentmustbeaccessibletothefirm.Eachtargetedsegmentmustbelargeenoughtoproduceareturnonthefirm'sinvestmentinmarketingtothem.segment3Whichonetochoose?

Markettargetingsegment2segment1

MarkettargetingOnceafirmhassegmentedthetotalmarketforitsproduct,itsnexttaskistoselectoneormoresegmentsasitstargetmarket(s).Thefirmcanfollowoneofthestrategiesbelow:Marketaggregation.Single-segmentstrategy.Multiple-segmentstrategy.

MarketAggregation

无差异策略可口可乐致力于顾客需求的共同点appealtoawiderangeofconsumerswithagenericproduct/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segmentsegmentMarketMix这么多细分市场，我只做一个

Single-segmentStrategy

单一目标市场策略provideaproductspecificallytailoredtoacertaintargetmarketSingle-segmentStrategyContikiToursContiki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。segmentsegmentsegmentMarketMix1MarketMix2MarketMix3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-segmentStrategy

差异策略

TargetMarketingStrategiessinglemarketingmixmarketsegmentAmarketsegmentBmarketsegmentCSingle-segmentStrategymarketsegmentAmarketsegmentBmarketsegmentCmarketmixAmarketmixBmarketmixCMultiple-segmentStrategyMarketAggregationsinglemarketingmixonemass,undifferentiatedmarketMarketsegmentationandtargeting

ProjectPleaseidentifyspecificgroupsofpotentialcustomersforyourcompany.Remember,weneedtoknownotonlywhowearegoingtotarget,butmostimportantly,thatthereareenoughofthemwhowillbuyoftenenoughforourprodcuttobeviable.First,identifyallpossiblesegments,thendecidewhichgroup(s)you'lltarget.

PositioningAproduct'spositionisthecomplexsetofperceptions,impressionsandfeelingsthatconsumersholdfortheproductcomparedwithcompetingproducts.

PositioningPositioningistheprocessofdevelopinganintendedimage,perceptionorimpressiontotheproduct/serviceorbrandincustomer'smind.PositioningStrategyPositioningaccordingtoaproductattribute.WhereEveryCinderellaStoryComesTrue.WhereWonderlandIsYourDestiny.WhereImaginationSavesTheDay.WhereTheMagicBegins.WhereYou’reAlwaysTheKingOfTheCourt.WhereYou’reTheFairestOfThemAll.WhereYouNeverHaveToGrowUp.WhereAWholeNewWorldAwaits.WhereDreamsRunFree.WhereYourEveryWishIsOurCommand.你的每一个愿望都指引着我们前进的地方。PositioningStrategyPositioninginrelationtoacompetiter.PositioningStrategyPositioningbypriceandquality.Marketpositioning

ProjectConsideryourorganisationandtrytoidentifypreciselywheretheorganisationispositionedinthemarketplace.Designaslognfortheproduct/serviceforwhichyouaregoingtomakethemarketingplan.THANKYOUSeeyou~神圣的工作在每个人的日常事务里，理想的前途在于一点一滴做起。创造性模仿不是人云亦云，而是超越和再创造。逆境给人宝贵的磨练机会。只有经得起环境考验的人，才能算是真正的强者。13:4513:4513:45:0313:45:03所谓天才，只不过是把别人喝咖啡的功夫都用在工作上了。强烈的欲望也是非常重要的。人需要有强大的动力才能在好的职业中获得成功。你必须在心中有非分之想，你必须尽力抓住那个机会。患难可以试验一个人的品格，非常的境遇方才可以显出非常的气节;风平浪静的海面，所有的船只都可以并驱竞胜。命运的铁拳击中要害的时候，只有大勇大智的人才能够处之泰然。不放过任何细节。9月-239月-239月-239月-23惟一持久的竞争优势，就是比你的竞争对手学习得更快的能力。把你的竞争对手视为对手而非敌人，将会更有益。一旦做出决定就不要拖延。任何事情想到就去做!立即行动!如果通用公司不能在某一个领域坐到第一或者第二把交椅，通用公司就会把它在这个领域的生意买掉或退出这个领域。我的宗旨一向是逐步稳健发展，既不要靠耸人听闻的利润，也不要在市场不景气时，突然有资金周转不灵的威胁。28-9月-2313:45:03在艰难时期，企业要想获得生存下去的机会，唯一的办法就是保持一种始终面向外界的姿态。若想长期生存，仅有的途径就是要使人人竭尽全力，千方百计让下一代产品进入用户家中。时间是一个伟大的作者，它会给每个人写出完美的结局来。自始自终把人放在第一位，尊重员工是成功的关键。让流程说话，流程是将说转化为做的惟一出路。9月-239月-2313:45:03在一个崇高的目的支持下，不停地工作，即使慢，也一定会获得成功。微软离破产