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酒店管理行销 细分的市场

市场细分,主要是从不同顾客群体的差异性需求出发,按照一定标准将整体市场划分出若干子市场,从而确定企业目标市场。市场细分的客观基础是消费者需求的差异性,但充分挖掘这一目标群体的相似需求,才有可能针对这一消费群体而生产出能满足这一群体的需求的独特产品。这样,一个相对独立且稳定的细分市场可能得以建立和保持。 Market segmentation, mainly from the different customer group differences in sexual needs, according to certain standards will be the overall market subdivided market, thereby identifying the target market. Market segmentation is the objective foundation of consumer demand diversity, but fully tap the target group of similar demand, can be directed to the consumer groups and produced to meet the needs of this group of unique products. Thus, a relatively independent and stable segments may be established and maintained.

细分的市场,表面上看可能是一个狭窄的、不起眼的市场,但充分挖掘,可能是另一片蔚蓝天空,往往能开拓出另一片市场蓝海。这其中最重要的是:挖掘细分市场的核心需求,并建立和完善独特的商业模式,提高进入壁垒。例如,如家连锁酒店,就是挖掘中低档消费的商务人士经济、实用的住宿需求,建立起独特的经济型酒店的连锁经营模式,在登陆纳斯达克后,已在酒店业形成攻城略地的强势。 The breakdown of the market, on the surface may be a narrow, small market, but sufficient mining, is another piece of blue sky, often can open up another market blue ocean. The most important thing is: mining market segments of the core requirements, and the establishment and perfection of a unique business model, improve the entry barriers. For example, Home Inns hotel chain, is to dig in cheap consumption business economic, practical accommodation needs, establish a unique Econo Hotel chain business model, in the landing NASDAQ in the hotel industry, has formed a strong take cities and seize territory.

企业在进行市场细分时,必须注意以下几方面的事项。 1. 明确市场细分的基础和前提。市场可以细分出很多块,哪一块可以做,哪一块不能做,不是随意选择的,这是由企业的经营方向和经营目标来决定的。 四川龙腾文化http://www.ltwh.com.cn/ 2. 市场细分有一定标准和准则,并非受个人的注意力和爱好倾向的影响。只有用户不断变化的实际需求状况,才是企业进行市场细分的客观依据。 3. 同类顾客群中,也存在具体需求的差异,这就需要抓住重点关键,求同存异,忽略某些次要因素。

Enterprises in the market, must pay attention to the following matters.

1. The clear market segmentation is the foundation and the premise. The market can be subdivided into many pieces, which one can do, which one can do, was not chosen at random,...
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