细分市场吸引力的确定有些什么因素;影响市场吸引力的特征)

1. Determining market segment attractiveness （细分市场吸引力的确定有些什么因素；影响市场吸引力的特征）

There are many factors that can be considered in evaluating market segments. One way of grouping these factors is as follows: Market factors，Economic and technological factors

Business environment，Competitive factors

1. Market factors. (1). Size of the segment. High-volume markets offer greater potential for sales expansion.(2) Segment growth rate.In addition to seeking scale of operation many companies are actively pursuing growth objectives. Often it is believed that company sales growth is more easily achieved in growing markets.(3)Predictability.Earlier we stressed the predictability of markets as a factor influencing their attractiveness to marketers. Clearly the more predictable the market, the less prone it is to discontinuity and turbulence, the easier it is to predict accurately the potential value of the segment. The more certain, too, is the longer-term viability of the target.(4)Price elasticity and sensitivity.Unless the company has a major cost advantage over its main rivals, markets which are less price sensitive, where the price elasticity of demand is low, are more attractive than those that are more sensitive. In the more price-sensitive markets there are greater chances of price wars (especially in the mature stage of industry evolution) and the shake-out of the less efficient suppliers.(5)Bargaining power of customers Those markets where buyers (ultimate customers or distribution chain intermediaries) have the strongest negotiating hand are often less attractive than those where the supplier can dominate and dictate to the market.Similarly, in the market for military apparel a concentration of buying power (by the governments) dictates to potential entrants on what basis they will compete.

2. in the Economic and technological factors. (1). Markets where there are substantial barriers to entry are attractive markets for incumbents but unattractive market for aspirants.(eg. Protected technology)(2) Level of technology e and level of technology affects attractiveness of targets differently for different competitors. The more technologically advanced will be attracted to markets which utilize their expertise more fully and where that can be used as a barrier to other company entry.(3)Barriers to exitConversely, markets with high exit barriers, where companies can become locked into untenable or uneconomic positions, are intrinsically unattractive. Some new target opportunities, for example, may have substantial investment hurdles (barriers to entry) that, once undertaken, lock the company into continuing to use the facilities created.(4)Bargaining power of suppliers.The supply of raw materials and other factor inputs to enable the creation of suitable products and services must also be considered. Markets where the suppliers have monopoly or near-monopoly power are less attracti