Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,*,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,*,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,*,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,*,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,*,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,*,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,*,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,*,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,*,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,*,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,*,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,*,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,*,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,*,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,*,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,*,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,*,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,*,商业原理导论二,名企求职规划与培训,第二课,:,市场目标定位,(,STP,),市场：不是地点，是具有相同需求的潜在顾客群,确定市场,选择所服务的顾客群，满足其需求,市场细分,S,目标市场,T,定位,P,2.1,市场细分,有没有一种洗发水能满足所有性别、所有年龄、所有发质、所有不同养发要求的消费者？,不可能满足所有消费者的需求,(cannot appeal to all buyers),市场细分：满足特定消费者的需求,需求：有能力购买且愿意购买某个具体物的欲望,2.1,市场细分,Market,Segmentation,Target,Customers,例,1:,人口因素细分市场,NIKE,将运动用品分成男性市场和女性市场,例,2:,行为因素细分市场,Hollyland,利用中国,消费者在传统节日购买特定食品的习惯，不同节日主推不同产品。,小组讨论：利用地理、人口、心理、行为变量中的任意三种将喝茶的消费者进行市场细分，可以怎样分呢？,2.1,市场细分,目标市场,(,target market,),：企业为之服务的细分市场,选一个？选几个？,2.2.1,目标市场,单一市场集中化,：选择一个细分市场，只向一类顾客销售一种产品。,eg.,学区幼儿园,产品专门化,：生产一种产品，并向所有顾客销售这种产品,eg.,王老吉凉茶、南方黑芝麻糊,市场专门化,：专门服务于某一特定顾客群，为其提供各种产品。,eg.,食堂、左撇子商店,选择专业化,：选择几个细分市场，各细分市场之间少联系。,完全市场覆盖,：用各种产品满足各种顾客群体的需求,eg,.,可口可乐饮料,2.2.2,营销策略,无差别性营销策略,(,undifferentiated marketing,),：不考虑细分市场差异，推出一套方案，满足整个市场需求。,保证质量,大批量生产,生产和销售成本低,小组讨论：宝洁的洗发水品牌,海飞丝、飘柔、潘婷、沙宣、伊卡璐，是怎样面向不同的细分子市场进行差别性营销的？,2.2.2,营销策略,例：宝洁洗发水的差别性营销,海飞丝,:,去屑,飘柔,:,顺滑,沙宣,:,专业美发师首选,伊卡璐,:,草本精华，芳香,潘婷,:,深层滋养，强韧,差异化,定位,(Positioning),：,对产品及企业形象进行设计，使企业及产品在目标顾客的心目中占有,独特、有价值的位置,，树立企业及产品的特定形象。,主要是产品,(,品牌,),定位。,2.3,定位,主要的定位方法：,根据产品特性定位,eg.,五粮液,根据产品提供的利益,eg.,荣成拖拉机,根据质量定位,eg.,日本汽车,根据价格定位,eg.,国美电器,企业竞争地位,eg.,九阳豆浆机,2.3,定位,有效定位体现差异化,香奈儿,No.5,成熟女性,魔力迷人,Play It Lovely,俏皮女郎,性感诱惑,兰蔻,Miracle,真爱无暇,甜蜜柔美,三宅一生,纯净自然,清新空灵,例：宝洁部分品牌的定位,家庭化,汰渍,舒肤佳,飘柔,玉兰油,激爽,个人化,高价,低价,小组讨论：选择,4,款有代表性的轿车品牌，谈谈它们的品牌定位有何显著不同？,2.3,定位,课后小组作业,：,利用所学营销,STP,理论，为“欧乐,-B”,电动牙刷进行市场目标定位。,Thank you!,