市场营销学方向.pptVIP

市场营销学方向 市场细分的定义 美国市场专家温德尔Smith在1956年带来了市场细分的概念。根据欲望和消费需求将整个市场，因为大型企业难以提供服务为共同特征的子市场中，在同一细分市场的消费者为目标消费者。此后，美国营销学家菲利普科特勒进一步发展和完善了温德尔斯密的理论，并最终形成成熟的STP理论（分割，定位，定位）。这是营销战略的核心内容。 而在这一领域，中国著名学者局域网小华也提出了一个新的想法，他认为市场细分有两个极端：完全的市场分割和没有市场分割；两个极端之间有一系列过渡分割模式。（中国市场）完全所谓的细分是每个消费者的市场构成独立的子市场，根据每个消费者的产品不同的产品需要不同的企业。没有市场细分是指在每个市场的消费者的需求是完全相同的，或者企业故意忽略每个消费者需求的差异，并没有细分市场。 The theory of marketing segmentation Market segment: According to the differences of consumers consumption demand and buying habits, the whole market was divided into the submarkets that consumer groups with roughly similar demand. (Pieter and Ismael. 2010） The definition of marketing segmentation The American market expert Wendell Smith in 1956 brought out the concept of market segmentation.(Smith 1956) According to the desire and demand of the consumer divide the overall market that because of the large scale enterprises are difficult to provide service into submarkets with common features, consumers in the same market segment called the target consumers. Since then, American marketing scientist Philip Kotler further developed and perfected Wendell Smiths theory, and eventually formed the mature STP theory (Segmentation, Targeting, and Positioning). It is the core content of strategic marketing (Kotler 1967). While in this field, Chinese famous scholar Lan XiaoHua also put forward a new idea, who thinks market segmentation has two extreme ways: complete market segmentation and no market segmentation; between the two extremes are a series of transition segmentation mode. (China marketing /azlxlw/ ) The so-called completely subdivision is each consumer of the market alone constitutes the independent submarket, the enterprise according to the different needs of each consumer products different products. No market segmentation refers to in each market the demands of the consumers are exactly the same, or the enterprises deliberately ignore the differences of each consumer demand, and do not segment the market. 本文摘自 留