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《旅游市場(chǎng)營(yíng)銷(xiāo)STP分析(市場(chǎng)細(xì)分、目標(biāo)市場(chǎng)選擇與定位)》由會(huì)員上傳分享，免費(fèi)在線閱讀，更多相關(guān)內(nèi)容在教育資源-天天文庫(kù)。
1、MarketSegmentation, Targetingand PositioningTourismMarketingUnitDeliveredby:AmyLiLearningOutcomesAfterthissession,youshouldbeableto:1.Definewhatismeantbysegmentation,targetingandpositioning.2.Listandunderstandthemajorbasesforsegmentation.3.ConductanSTPanalysistoyourbusiness.Differentcusto
2、mersarelookingfordifferentbenefitsfromthegoodsandservicestheypurchase.Iprefernatrualscenicspots.IpreferhistoricalsitesIliketheservicehere.Thisistooexpensive.TheresourcesandcapabilitiesofacompanyarelimitedCustomerDemandCompany'sResourcesI'vetriedthebest,butstillcan'tsatisfythecustomer.TARG
3、ETMARKETINGThekeystepsintargetmarketingare:MarketsegmantationMarkettargetingMarketpositioningMarketsegmantationTheprocessofdividingthetotalmarketforagoodorserviceintoseveralsmallergroups,eachofwhichtendstobehomogeneous(orsimilar)inallsignificantaspects.BenifitsofMarketSegmentationByusingt
4、hestrategyofmarketsegmentation,acompanycandesignproductsthatcloselymatchthedemandsofparticulargroups;asmallfirmwithlimitedresourcescancompeteveryeffectivelyinoneortwomarketsegments;marketerscanmakemoreefficientuseofbudget;marketerscanuseadvertisingmediaandpromotionalmethodsmoreeffectively
5、;Howdowesegmentconsumermarkets?SegmentationBasesGeographicExamplesoftypicalmarketsegmentsRegiondistricts,postcodeareas,blocksCitysizeunder25000,25000-100000...Urban/ruralurban,suburban,countrytown,ruralClimatehot,temperate,coldSegmentationBasesDemographicExamplesoftypicalsegmentsAge,Gende
6、rFamilylifecyclestageyoungsingle,youngmarriednochildren,fullnestfamilyEducationhighschool,bachelor,masterOccupationmanager,professional,clerial,student,technician,salesIncomeReligionProtestant,Moslem,BuddismSegmentationBasesPhycographicExamplesoftypicalsegmentsSocialclassupper,uppermiddle
7、,lowermiddle,bluecollarPersonalityambitious,self-confident,introverted,extroverted,sociableLifestyleFamily-focused,adventurous,health-and-fitness-orientedSegmentationBasesBehavioural(orproduct-relatedbases)Benifitsdesired(widevariation,dependingonproduct)Usagerateno
