第七章市场细分

位并不是对产品本身做什么，而是你在有 可能成为顾客的人的心目中做点什么。
怎样使头发乌 黑柔顺有光泽？
用飘柔就行了！
2产品定位的主要步骤
l 分析对手的品牌/产品 l 分析各品牌的差异优劣，寻求企业产品的竞争优势
l 分析目标市场需求特征
l 寻找最佳的定位点
定位分析三要 素： • 目标消费者 • 产品差异性 • 对手定位
P3 市场集中化 产品专业化 市场专业化 选择专业化 完全市场覆盖
• Single-segment concertrated marketing involves higher than normal risk .a particular market may turn sour.or a competitor can invade the segment.
目标市场定位策略
避强定位
企业将产品定位在目标市场的空缺 部分；to grab an unoccupied position
迎头定位
同竞争对手争夺同一目标市场，力图赶走竞争 对手；strengthen its own current position in the consumer’s mind .
P1
P2 P3
Market specialization
M1 M2 M3 P1 P = Product M = Market P2 P3 P1 P2 P3
Full market coverage
M1 M2 M3
M1 M2 M3
M1 M2 M3
M1 M2 M3
M1 M2 M3
M1 M2 M3
P1
P2
designing the company’s offering and image to occupy a distinctive place in the target market’s mind.
Positioning is the act of
一产品定位
1产品定位的概念
l 定位就是让消费者锁定你产品的特色。定
• 定位混乱confused positioning-多属性宣传 有可能引起. buyers have a confused image of the brand resulting from the firms making too many claims or changing the brands positioning too frequently. • 定位怀疑doubtful positioning-很难相信该品 牌在产品特色,价格,制造商信息方面的宣传.
第七章目标市场
Select target market Position strategy
第七章目标市场策略
1、目标市场（Target Market）
企业在市场细分的基础上,根
据自身资源优势所选择的主 要为之服务的那部分特定的 顾客群体。
Having evaluated different market segment ,the company can consider five patterns of target market slection shown in figure.
产品 1 产品 2 产品 3
细分市场 1
细分市场 2
细分市场 3
影响目标市场策略选择的因素
竞争者战略
公司资源
市场特征
影响目标市场策 略选择的因素
产品特征
生命周期阶段
在我们这个传播过度的社会里， 最后的办法就是传递极其简单的 信息。
－－艾․里斯 杰克 ․ 特劳斯
菲利普· 科特勒：市场定位就是对公司的产品进行设计，从而使其能在目 标顾客心目中占有一个独特的、有价值的位置的行动。
差异化变量
产品
渠道
差异化 变量 形象
服务
人员
t
• Differeniation is the act of designing a set of meaningful difference to distinguish the companies offering from competitors offerings.
l l
定位于不同的产品类别上：product category 非可乐 The product is positioned as the leader in a certain product category.
定位于对抗特定的竞争者上：competitor positioning 可定位与竞争直接有关的不同属性和利益,无铅皮蛋,铁管的好 还是铜管的好. 定位于价格性能或质量比上quality or price (企业可采取优质 高价,优质低价,海尔坚持不降价) 多重因素定位依据多重因素对产品进行定位,如名牌饮品以天 然原料(质量定位),饮用(用途定位),适用于儿童,少年
• Full market coverage A firm attempts to serve all customer groups with all the products theymight need. Only large firms can undertake a full market coverage strategy.ibm ,general motor .large firms can cover a whole market in two ways :through undefferentiated or differentiated
• 无差异性目标市场策略Undefferentiated • 把整个市场作为一个大目标，针对消费者的 共同需要，制订统一生产和销售计划，以实现 开拓市场，扩大销售。 or differentiated The firm ignors market segment difference and goed after the whole market with one marketoffer. It focuses on a basic buyer need rather than on difference anong buyers.
If a company hammers away at one of these positionings and delivers on it ,it will probably be best known and recalled for this strength.
• As company increase the number of claims for their brand ,they risk disblief and a loss of clear positioning .in general ,a company must avoid four major errors
existence.
The product is positioned as the leader in a certain benefit. 独具特点的综合利益
l
定位于具体使用上：use or application
Positioning the product as best for some use or application 喜庆时喝的酒—喜盈门酒
• 向市场推广多少差异特点(利益,特色)？推广哪些 差异特点？如何将差异向市场通报？怎样使消费 者记住？ • How many differences to promote ? many markerters advocate promoting one central benefit (unique selling proposition) And stick to it. • 推出一种利益. • 双重利益定位 • 三重利益定位
• Selective specialization The firm selects a number of segments ,each objectively attractive and appropriate
• Product specialization • Market specialization • 企业专门为满足某类顾客群体的各种需要 服务. 为实验室生产显微镜,示波器,拉力器,化学烧 瓶一系列产品.
Five Patterns of Target Market Selection
Single-segment concentration
M1 M2 M3 P1 P2 P3 P1 P2 P3
Selective specialization
M1 M2 M3
Product specialization
M1 M2 M3
• 质量最佳,要选择人们平时用来判断质量的标志线 索来进行. • 以为割草机制造商声称其割草机动力很大,使用噪 声很大的发动机. • 质量还可以通过其他营销要素传播,价格,分销渠道, 包装,广告促销人员素质 • Suppose a company choose the best in quality strategy,quality is commuicated by choosing those physical signs and cues that people normally ues to judge quality.
四种主要的定位错误
• 定位过低underpositioning-购买者对产品只 有一个模糊的印象 buyers have only a vague idea of the brand. • 定位过高overpositioning_对产品了解有限 Buyers have too narrow an image of the brand.
重新定位
二次定位
高档
E
A
F
低价
B
高价
C
D
低档
市场定位的方法
l
定位于产品的利益和属性上：attribute or benefits positioning
Hale Waihona Puke Baidu
A company can positions itself on an attribute such as number of years in
• Buyers may find it hard to believe the brand claims in view of the products features,price or manufacturer.
哪个更突出？
人无我有 人有我新 人新我创
传播定位communicating the positionning
Installation
Customer Consulting
Miscellaneous Services
Delivery
Customer Training
Maintenance & Repair
Image Differentiation
Media Atmosphere
Symbols
Events
• 63. The positioning task consists of three steps. Which of the following does not belong? • a. Identifying a set of possible competitive advantages upon which to build a position. • b. Choosing the right competitive advantages. • c. Comparing the position with ethical and legal guidelines established by the trade. • d. Selecting an overall positioning strategy.
Product Differentiation
Form
Features
Performance
ConformQuality ance Quality
Durability
Reliability
Repairability
Style
Design
Services Differentiation
Ordering Ease
7.2目标市场选择策略 1、无差异性目标市场策略
细分市场 1
产品
细分市场 2
细分市场 3
• 2、差异性目标市场策略Differentiated • 针对不同目标市场的特点，分别制定出 不同的营销计划，按计划生产营销目标市场 所需要的商品，满足不同消费者的需要。 The firm operates in several Market segments and designs different programs for each senment.