旅游市场营销STP分析

Market segmantation
• The process of dividing the total market for a good or service into several smaller groups, each of which tends to be homogeneous (or similar) in all significant aspects.
segmentation. 3. Conduct an STP analysis to your business.
• Different customers are looking for different benefits from the goods and services they purchase.
Multiplesegment Strategy
market mix A market mix B market mix C
market segment A market segment B market segment C
Market segmentation and targeting Project
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-segment Strategy 差异策略
Market Mix2
Market Mix3
segment segment segment
Market Mix1
致力于顾客需求的不同点
Target Marketing Strategies
• Each targeted segment must be large enough to produce a return on the firm's investment in marketing to them.
Market targeting
Which one to choose?
segment1
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high school, bachelor, master
Occupation
Income Religion
manager, professional, clerial, student, technician, sales
Protestant, Moslem, Buddism
Segmentation Bases
I like the service here.
I prefer historical
sites
This is too expensive.
I prefer natrual scenic spots.
• The resources and capabilities of a company are limited
Phycographic
Social class Personality Lifestyle
Examples of typical segments
upper, upper middle, lower middle, blue collar
ambitious, self-confident, introverted, extroverted, sociable
I've tried the best, but still can't satisfy the customer.
Company's Resources
Customer Demand
TARGET MARKETING
The key steps in target marketing are:
➢ Market segmantation ➢ Market targeting ➢ Market positioning
2. a small firm with limited resources can compete very effectively in one or two market segments;
3. marketers can make more efficient use of budget; 4. marketers can use advertising media and promotional
旅游市场营销STP分析
Learning Outcomes
After this session, you should be able to: 1. Define what is meant by segmentation,
targeting and positioning. 2. List and understand the major bases for
• First, identify all possible segments, then decide which group(s) you'll target.
Positioning
• A product's position is the complex set of perceptions, impressions and feelings that consumers hold for the product compared with competing products.
Positioning Strategy
– Positioning according to a product attribute.
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• Please identify specific groups of potential customers for your company. Remember, we need to know not only who we are going to target, but most importantly, that there are enough of them who will buy often enough for our prodcut to be viable.
Bases for segmenting markets
Market Segmentation
A practical segmentation requires the following:
• The customers in a segment must be accessible to the firm.
Segmentation Bases
Demographic
Examples of typical segments
Age, Gender
Family lifecycle stage young single, young married no children, full nest family
Education
路漫漫其悠远marketaggregation无差异策略可口可乐致力于顾客需求的共同点appealtoawiderangeofconsumerswithagenericproductservice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路漫漫其悠远segmentsegmentmarketmix这么多细分市场我只做一个singlesegmentstrategy单一目标市场策略provideaproductspecificallytailoredtoacertaintargetmarket路漫漫其悠远singlesegmentstrategy?contikitours?contiki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
• The firm can follow one of the strategies below : – Market aggregation. – Single-segment strategy. – Multiple-segment strategy.
Market Aggregation 无差异策略
Market Aggregation
single marketing mix
one mass, undifferentiated
market
Singlesegment Strategy
single marketing mix
market segment A market segment B market segment C
Benifits of Market Segmentation
By using the strategy of market segmentation,
1. a company can design products that closely match the demands of particular groups;
methods more effectively;
• How do we segment consumer markets?
Segmentation Bases
Geographic Region City size Urban/ rural Climate
Examples of typical market segments districts, postcode areas, blocks under25000, 25000-100000... urban, suburban, country town, rural hot, temperate, cold
provide a product specifically tailored to a certain target market
这么多细分市场，我只做一个
segment
segment
Single-segment Strategy
• Contiki Tours
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Positioning
• Positioning is the process of developing an intended image, perception or impression to the product/service or brand in customer's mind.
Family-focused, adventurous, health-and-fitness-oriented
Segmentation Bases
Behavioural (or product-related bases)
Benifits desired (wide variation, depending on product)
Where Your Every Wish Is Our Command.
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
可 口 可 乐
致力于顾客需求的共同点
appeal to a wide range of consumers with a generic product/service
Single-segment Strategy 单一目标市场策略
Market Mix
segment2
ห้องสมุดไป่ตู้
segment3
Market targeting
• Once a firm has segmented the total market for its product, its next task is to select one or more segments as its target market(s).
Usage rate
non-user, light-user, heavy user
Loyalty status
always buy one brand or from one supplier; buy from a narrow range of preferred brands or suppliers; buy on price, convenience or impulse