旅游市场营销STP分析(市场细分、目标市场选择与定位)

旅游市场营销课件,市场细分、目标市场选择与定位

Market Segmentation, Targeting and PositioningTourism Marketing Unit Delivered by: Amy Li

旅游市场营销课件,市场细分、目标市场选择与定位

Learning OutcomesAfter 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 segmentation. 3. Conduct an STP analysis to your business.

旅游市场营销课件,市场细分、目标市场选择与定位

Different customers are looking for different benefits from the goods and services they purchase.I like the service here. I prefer historical sites

This is too expensive.

I prefer natrual scenic spots.

旅游市场营销课件,市场细分、目标市场选择与定位

The resources and capabilities of a company are limitedCompany's Resources

I've tried the best, but still can't satisfy the customer.

Customer Demand

旅游市场营销课件,市场细分、目标市场选择与定位

TARGET MARKETINGThe key steps in target marketing are: Market segmantation Market targeting Market positioning

旅游市场营销课件,市场细分、目标市场选择与定位

Market segmantation The process of piding 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.

旅游市场营销课件,市场细分、目标市场选择与定位

Benifits of Market SegmentationBy using the strategy of market segmentation, 1. a company can design products that closely match the demands of particular groups;

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 methods more effectively;

How do we segment consumer markets?

旅游市场营销课件,市场细分、目标市场选择与定位

Segmentation BasesGeographicExamples of typical market segments

RegionCity size

districts, postcode areas, blocksunder25000, 25000-100000...

Urban/ ruralClimate

urban, suburban, country town, ruralhot, temperate, cold

旅游市场营销课件,市场细分、目标市场选择与定位

Segmentation BasesDemographicAge, GenderFamily lifecycle stage young single, young married no children, full nest family Examples of typical segments

EducationOccupation Income Religion

high school, bachelor, mastermanager, professional, clerial, student, technician, sales Protestant, Moslem, Buddism

旅游市场营销课件,市场细分、目标市场选择与定位

Segmentation BasesPhycographicSocial classPersonality Lifestyle Examples of typical segments

upper, upper middle, lower middle, blue collarambitious, self-confident, introverted, extroverted, sociable Family-focused, adventurous, health-and-fitness-oriented

旅游市场营销课件,市场细分、目标市场选择与定位

Segmentation BasesBehavioural (or product-related bases)Benifits desiredUsage rate

(wide variation, depending on product)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

旅游市场营销课件,市场细分、目标市场选择与定位

Bases for segmenting marketsDimensionsGeographic

Examples of typical market segments 具体细分变量因素列举综合地理区域(洲别、国别、地区等);空间位置(远程、中程、 近程等);气候与自然地理环境(热带、寒带、高原、沙漠地区 等);聚落与人文地理环境(人口密度、各类城镇等);经济地 理环境(发达国家、发展中国

家等)。

Demographic

年龄、性别、职业、收入、家庭生命周期、家庭规模、受教育程 度、社会阶层、种族、宗教、国籍、民族等

Psychographic Behavioural

生活方式、性格特征、态度、兴趣、动机等

购买时机(旺季、淡季、节假日);追求的利益(迅速便捷、 温馨浪漫、经济实惠);购买频率(未旅游者、首次旅游者、 多次旅游者);购买方式(团体、散客);偏好程度(极度 偏好、中等程度偏好、摆动偏好、无偏好);购买行为特征(理智型、冲动型、积极型、猎奇型、享受型)。

旅游市场营销课件,市场细分、目标市场选择与定位

Market SegmentationA practical segmentation requires the following: The customers in a segment must be accessible to the firm. Each targeted segment must be large enough to produce a return on the firm's investment in marketing to them.

旅游市场营销课件,市场细分、目标市场选择与定位

Market targetingWhich one to choose?

segment1

segment2

segment3

旅游市场营销课件,市场细分、目标市场选择与定位

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). The firm can follow one of the strategies below : – Market aggregation. – Single-segment strategy. – Multiple-segment strategy.

旅游市场营销课件,市场细分、目标市场选择与定位

Market Aggregation 无差异策略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