市场细分与定位(中英)
市场定位策略中英文对照外文翻译文献
市场定位策略中英文对照外文翻译文献（此文档为word格式,下载后您可任意修改编辑！）市场定位策略定位的战略性角色营销策略由两部分组成：目标市场战略和营销组合战略。
目标市场战略三个过程组成：市场细分，目标（或目标市场选择），市场定位等。
营销组合战略指的是创造一个独特的产品，分销，促销和定价策略（4PS）的过程，旨在满足客户的需求和希望。
目标市场战略和营销组合策略有密切的联系，有很强的相互依存关系。
目标市场战略是用来制订营销组合策略方针。
市场细分是把一个市场当中具有相似需求和特点、可能会对特定产品和特定的营销程序产生相似回应的人们，分成不同的客户的子集的过程。
目标或目标市场的选择是一个或多个，通过评估每个细分市场，寻求利益的相对吸引力，而且该公司业务的相对优势。
最后，定位是设计产品和发展战略营销计划，共同在目标市场建立一个持久的竞争优势的过程。
目标市场定位战略的概念是众所周知的，尤其是被大多数消费品营销从业者在制定市场营销组合策略有用作为非理论概念的方式。
然而在实践中，营销人员往往绕过正式的定位，直接制定营销组合策略。
这可能是由于这样的事实，这些经理们不知道如何获取感知图---表明这是一个客户原始需求的产品的位置。
本文的目的是展示营销从业者能够获得定位和营销组合策略制定的感知图的现实途径。
具体来说，感知映射及其关系的定位总是被第一时间注意到。
这是通过统计技术的讨论，可以遵循用于创建感知图。
最后，通过因子分析定位过程的例子是证明。
目标市场战略目标市场战略是确定一个（或多个目标市场）的过程和它的（或他们）独特的定位。
目标市场策略包括：（1）市场细分，（2）市场选择，（3）市场定位。
市场细分。
市场细分是一个分割成几部分或几个同质异构的潜在市场的进程。
换句话说，在一个潜在的市场客户可能有不同的偏好。
因此，使用产品和产品计划并不是一个有效和高效的办法。
为了有效和有效率，管理者需要根据顾客的喜好对潜在顾客进行整合，根据该公司的实力，用独特的服务来满足其中一个或多个组别细分市场。
第七章市场细分、目标市场、定位
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2
地理细分缺点
静态变量
人口迁移可能改变地区偏好或改变分销渠道 (人口由市中心向市郊迁移使downtown shopping area瓦解)
细分基础过于粗略
要考虑增加其它变量
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人口细分
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Demographic Segmentation
根据人口统计变量—— 年龄、性别、收入、种族、家庭生
由组织构成
购买商品和服务是用于生产向他人出售、租赁、供 应产品和服务
既包括制造商，也包括批发和零售企业
涉及的价值与产品比消费者市场大的多——消费者 的一次购买需要涉及多次商业购买
为生产轮胎，固特异必须进行大量商业交 易——采购橡胶、钢铁、机器设备
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细分市场
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Market segment
或称“子市场”——具有一个或多个特征而导致 有相同产品需求的人或组织的子群体
职业女性位置越来越高——年均收入/购买力正在提 高——汽车、金融、保险正在把目光直接瞄准妇女： Cadillac发现40%豪华车买主为女性
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2
年龄 Age
Infant; under 6; 6-11; 12-17; 18-24;2534; 35-49; 50-64; 65 or over
婴幼儿食品、夕阳红旅行团
感那些talk down to their age group的营销策略；喜欢实用和便 宜的产品，喜欢诚实的广告，热衷“extreme sports” Computer literate consumer – Internet成为reaching Xers重要工具
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例8-6 (续) ：美国市场的年龄细分 2
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例8-4：性别影响“购物行为”
市场细分和产品定位 英文精品
Exercise
1. If Starbucks Via was a person, what would that person be like? Describe his/her characteristics and interests. 2. What does this tell you?
Values and Lifestyles (VALS) System
Innovators
High Resources High Innovation
Ideals
Thinkers Believers
Achivem.
Achievers Strivers
Self Expr.
Experiencers Makers
Person/Situation Segmentation (Steps)
• Figure out if there are different usage situations that influence which attributes are important • Assess perceptions of different segments about product in different situations • Create “user” x “usage” matrix
• Allows marketers to establish appropriate marketing mix for a given segment
Five Tasks In Market Segmentation:
(1) Analyze Consumer-Prvivors
STP理论(市场目标定位)
什么是STP理论？市场细分（Market Segmentation）的概念是美国营销学家温德尔·史密斯(Wended Smith)在1956年最早提出的，此后，美国营销学家菲利浦·科特勒进一步发展和完善了温德尔·史密斯的理论并最终形成了成熟的STP理论（市场细分（Segmentation）目标市场选择（Targeting）和市场定位（Positioning））。
它是战略营销的核心内容。
STP理论中的S、T、P分别是Segmenting、Targeting、Positioning三个英文单词的缩写，即市场细分、目标市场和市场定位的意思。
[编辑]STP理论的内容要义STP理论的根本要义在于选择确定目标消费者或客户，或称市场定位理论。
根据STP理论，市场是一个综合体，是多层次、多元化的消费需求集合体，任何企业都无法满足所有的需求，企业应该根据不同需求、购买力等因素把市场分为由相似需求构成的消费群，即若干子市场。
这就是市场细分。
企业可以根据自身战略和产品情况从子市场中选取有一定规模和发展前景，并且符合公司的目标和能力的细分市场作为公司的目标市场。
随后，企业需要将产品定位在目标消费者所偏好的位置上，并通过一系列营销活动向目标消费者传达这一定位信息，让他们注意到品牌，并感知到这就是他们所需要的。
STP理论是指企业在一定的市场细分的基础上，确定自己的目标市场，最后把产品或服务定位在目标市场中的确定位置上。
具体而言，市场细分是指根据顾客需求上的差异把某个产品或服务的市场逐一细分的过程。
目标市场是指企业从细分后的市场中选择出来的决定进入的细分市场，也是对企业最有利的市场组成部分。
而市场定位就是在营销过程中把其产品或服务确定在目标市场中的一定位置上，即确定自己产品或服务在目标市场上的竞争地位，也叫“竞争性定位”。
[编辑]营销学中的STP现代市场营销理论的核心就是STP营销，它包括三要素：市场细分（market segmentation）目标市场（market targeting）市场定位（market positioning）[编辑]市场细分市场细分的概念是美国市场学家温德尔·史密斯(Wendell R.Smith)于20世纪50年代中期提出来的。
市场营销学 第三版 第五章 消费者市场细分 英文版
市场细分, 目标市场选择与定位
Market segmentation: is defined as “the
identification of individuals or organizations with similar characteristics that have significant implications for the determination of marketing strategy”
Lifestyle segmentation
Describes the way in which many advertising agencies attempt to relate brands to a particular lifestyle
Age
Age is a factor that has been used in the segmentation of a host of consumer markets.
Social class
On the basis of occupation
Various income Different purchasing behavior
Geography
Geodemographics P114
Effect on branch location
First, enhance profits Second, examine growth opportunities and expand their product lines
Why
Segmenting customer markets
第七章市场细分、目标市场、定位.pptx
一个极端是将世上每个人/组织定义为一个细分市场
另一极端是将整个消费者市场（整个商业市场）作为
一个大细分市场
所有人都具有某些相同特征和需 求、所有商业组织亦然
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1 市场细分 Market Segmentation
把市场分成几个有意义的、相对小的、可识别的 子群体（子市场）的过程
细分的目的是营销人员能针对一个或多个特殊的细分 市场的需求制定专门的营销组合 (to tailor marketing mixes to meet the needs of one or more specific segments)
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细分基础
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Segmentation Bases
也叫“细分变量”， 指被用来将整个市场 分成更小细分市场的 个人、集体或组织的
特征
可以一个或几个变量来细分市场。 虽然使用多个变量更为复杂、更难 得到二手数据；但当前趋势是使用
更多变量、精确定义市场
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消费者市场的细分基础
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Bases for Segmentation
第七章 市场细分、目标市场选 择与定位
Chapter Market Segmenting, Targeting & Positioning
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内容提要
市场与市场细分 消费者市场细分 商业市场细分 市场目标选择与进入 市场定位
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Learning Objective
市场与市场细分 Describe the characteristics of markets and market segments. Explain the importance of market segmentation. Discuss criteria for successful market segmentation.
市场细分与定位
29” 日
图8-9. 五种市场选择策略
单一目标市场 M1 M2 M3 P1 P1 选择性专门化 M1 M2 M3 P1 产品专门化 M1 M2 M3
P2
P3
P2
P3 市场专门化 M1 M2 M3 P1 P1 全市场覆盖 M1 M2 M3
P2
P3
P2
P3
P2
P3
P = 产品 M = 市场
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图8-10. 细分市场蚕食策略
例. IMI市场信息研究所按人口特征、生活态 度和日常行为三大方面数十个变量将北京、上 海、广州和重庆四大城市的消费者分为六大消 费群。
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商业用户市场细分
商业用户市场细分(business market segmentation)标准有许多和消费者市场相 同；除此之外，还要考虑其它有关因素，例如 ： －产业和最终用途； －用户规模； －运输和售后服务； －支付方式和能力等。
定位
5. 目标市场 定位
2. 剖析细分 市场
4. 选择目标 市场
6. 拟订营销 组合
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二、确定市场细分的标准
市场细分的基础是购买者对产品需求的差异 性。但是，这种差异性一般很难直接度量，故 常用其它比较容易度量的、和需求密切相关的 变量来对市场进行细分。 这些变量包括地理、人口、收入、消费心 态 及行为等变量。
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地理细分
地理细分 (geographic segmentation) 是将市场划分为不同的区域市场，例如可按 下列地理特征将市场细分： －行政区划 －城市规模 －资源状况 －气候
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图8-4. 中国人口的地理分布
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人口细分
人口细分(demographic segmentation) 是根据人口统计变量来细分市场。常用来细分 市场的人口学变量有年龄、性别、民族、居住 地、家庭规模与生命周期等。
英语作文-医学护肤品制造行业的市场细分与产品定位策略
英语作文-医学护肤品制造行业的市场细分与产品定位策略The Market Segmentation and Product Positioning Strategy in the Medical Skincare Manufacturing Industry。
In recent years, the medical skincare manufacturing industry has witnessed significant growth and development. With the increasing demand for skincare products and the advancement of medical technology, it has become crucial for companies in this industry to effectively segment their market and position their products strategically. This article will explore the market segmentation and product positioning strategy in the medical skincare manufacturing industry.Market segmentation plays a vital role in identifying and targeting specific customer groups. In the medical skincare manufacturing industry, market segmentation can be based on various factors such as age, gender, skin type, and specific skincare needs. By dividing the market into smaller segments, companies can better understand their customers' preferences and tailor their products accordingly.One of the key market segments in the medical skincare manufacturing industry is age. Different age groups have distinct skincare needs and concerns. For instance, younger individuals may focus more on preventing acne and maintaining a youthful appearance, while older individuals may prioritize anti-aging and wrinkle reduction. By developing skincare products specifically designed for different age groups, companies can effectively meet their customers' needs and gain a competitive advantage.Gender is another important factor in market segmentation. Men and women have different skincare requirements and preferences. While women often seek products that address issues such as hydration, brightening, and anti-aging, men may prioritize products that offer oil control and soothing properties. By creating gender-specificskincare lines, companies can cater to the unique needs of each gender and enhance customer satisfaction.Skin type is another crucial aspect of market segmentation in the medical skincare manufacturing industry. Different skin types, such as oily, dry, combination, and sensitive, require specific formulations and ingredients. By developing products tailored to each skin type, companies can effectively address their customers' concerns and provide personalized solutions.Furthermore, market segmentation can be based on specific skincare needs. Some individuals may suffer from skin conditions such as acne, rosacea, or hyperpigmentation. By offering specialized products that target these specific concerns, companies can attract a niche market and establish themselves as experts in addressing these skincare issues.Once the market segments have been identified, companies need to strategically position their products to effectively reach their target customers. Product positioning involves creating a distinct image and value proposition for the product in the minds of consumers. This can be achieved through various strategies such as product differentiation, pricing, and branding.Product differentiation is crucial in the medical skincare manufacturing industry, where competition is fierce. By offering unique features, ingredients, or benefits, companies can set their products apart from competitors and attract customers. For example, a company may develop a skincare product that combines medical-grade ingredients with natural extracts, providing a unique selling point that appeals to health-conscious consumers.Pricing is another important aspect of product positioning. Companies can position their products as high-end, premium options by pricing them at a higher range. This strategy targets consumers who associate higher prices with superior quality and effectiveness. On the other hand, companies can also position their products as affordable alternatives, targeting price-sensitive customers who still seek quality skincare solutions.Branding plays a significant role in product positioning as well. By creating a strong brand image and reputation, companies can establish trust and loyalty among consumers. This can be achieved through consistent messaging, quality assurance, and endorsements from skincare professionals or celebrities. A well-established brand can position its products as reliable and effective choices, attracting customers who value credibility and authenticity.In conclusion, the medical skincare manufacturing industry can effectively segment its market based on age, gender, skin type, and specific skincare needs. By understanding their target customers' preferences and concerns, companies can develop products that meet their needs and gain a competitive advantage. Strategic product positioning through differentiation, pricing, and branding further enhances companies' ability to attract and retain customers in this highly competitive industry.。
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§6.2 Different Market Segmentation Levels 1、Segment Marketing 2、Niche Marketing 3、Local Marketing 4、Individual Marketing
细 分 营 销
A market segment has a large group in a market with similar wants ,purchasing power, geographic location, buying habits and attitudes. but target audience also have their demands in a same product.
City or metro size
Density Climate
Urban, suburban, rural Northern, southern
Geographic Segmentation
Western Europe
Middle East and north Africa
Japan and Korea
Make the suits for McDonald
Only belong to you
Market segmentation
• Definition: A marketing term referring to the aggregating of prospective buyers into groups (segments) that have common needs and will respond similarly to a marketing action.
补缺市场往往是 被大企业丢弃的 市场，也就是说 大型企业把市场 碎片丢给补缺者。 然后中小企业进 行市场碎片的专 业化经营，最终 在补缺市场中获 得发展。
Local Marketing concentrates on the wants and needs of local customer groups. However ,this means you should increase manufacturing costs and marketing costs owing to lacking scale economy
North America
International tourism market of China
Oceania
Eastern Europe and Russia
Southeast Asia
Geographic Segmentation
Tropical market
climate
Temperate market
Quality, service, economy, convenience, speed Nonuser, ex-user, potential user, first-time user, regular user Light user, medium user, heavy user None, medium, strong, absolute Unaware, aware, informed, interested, desirous, intending to buy Enthusiastic, positive, indifferent, negative, hostile
Segment Marketing
Dong Feng brand car maker can find four big segments in the market:(1)Truck （2）High performance automobile （3）Luxury car （4）Safety car
frigid market
Dell
Links to separate stores for each internatio nal market segment
Market segmentation
• Demographic Segmentation • Dividing the market into groups based on demographic variables such as age, gender, family size, family life-cycle, income, occupation, education, religion, race, generation, and nationality.
Market segmentation
Market Segmentation
• Dividing a market into distinct groups with distinct needs, characteristics, or behavior who might require separate products or marketing mixes.
– Geographic – Demographic – Psychographic – Behavioral
Market segmentation
Geographic Segmentation Dividing a market into different geographical units such as nations, states, regions, counties, cities, or neighborhoods. World region or country Country region North America, Western Europe, Middle East, Pacific Rim, China, India, Canada, Mexico Central, South East Coastal, Eastern, Western, South Western, etc. Under 1 million, 500,000 – 1,000,000, etc.
30，000-50，000
50，000-100，000 100，000 and over
Professional and technical ManagersБайду номын сангаас officials and proprietors Clerical, sales Craftspeople, foremen
occupation
Market segmentation
Social class Lower lowers, upper lowers, working class, middle class, upper middles, lower uppers, upper uppers
Lifestyle
Achievers, strivers, strugglers, etc.
operatives farmers retired students housewives unemployed
Grade school or less Some high school education High school graduate Some college Some college graduate
old, married, With children
old, married, on children under 18
older Older, single other
Under 10，000
10，000-15，000 15，000-20，000 income 20，000-30，000 20，000-30，000
货车
性能高的汽车
豪华型汽车
安全性好的汽车
Niche Marketing 补缺营销
• Niche Marketing refers to marketing in a smaller segment. • In this market, there exist one or two competitors. • The niche player focus on product specialization, so it can enjoy some economies of scale. • It is suitable for SMEs
Market segmentation
Age Gender Family size Under 6, 6-11, 12-19, 20-34, 35-49, 50-64, 65+ Male, female 1-2, 3-4, 5+ Young, single; young, married, no children; young, married with children; older, married with children; older, married, no children under 18; older, single; other Under 10,000; 10,000 – 20,000, 20,000 – 30,000; 30,000 – 50,000; 50,000 – 100,000; 100,000 and over
Market segmentation
Occasions
Benefits User status User rates Loyalty status Readiness stage Attitude toward product
Regular occasions; special occasion
5 or more
Young, single Young, married Young, married, no children