旅游市場(chǎng)營(yíng)銷stp分析(編輯修改稿)
2025-02-11 01:10 本頁(yè)面
【文章內(nèi)容簡(jiǎn)介】 generic product/service 不管細(xì)分市場(chǎng)有什么區(qū)別，我只用這一種產(chǎn)品打遍所有市場(chǎng) 不管細(xì)分市場(chǎng)有什么區(qū)別，我只用這一種產(chǎn)品打遍所有市場(chǎng)segment segment Market Mix 這么多細(xì)分市場(chǎng)，我只做一個(gè) Singlesegment Strategy 單 一目標(biāo)市場(chǎng) 策略 provide a product specifically tailored to a certain target market Singlesegment Strategy ? Contiki Tours ? Contiki是一種半自助旅行方式 ， 選擇好歐洲 、 北美 、東南亞的旅游線路之后 ， 自己辦理簽證 ， 購(gòu)買機(jī)票 ， 飛赴集合地 ， 然后大家一起旅行 。 ? 年輕 ， 是可不可參加 Contiki的首要條件 ， 具體到 18歲以上 ， 35歲以下 ， 不論你是什么身份 ， 過了 35歲 ， 哦 ，對(duì)不起 ， 倒貼錢 ， 你也不能參加什么 Contiki了 。 甚至連導(dǎo)游和司機(jī) ， 都是來自世界各地 18至 35歲的朝氣蓬勃的年輕人 。 完全是個(gè)年輕人的嘉年華會(huì) ， 一起瘋一起鬧 ，興趣趨同 ， 少了代溝的煩惱 。 segment segment segment Market Mix1 Market Mix2 Market Mix3 致力于顧客需求的不同點(diǎn) 這些細(xì)分市場(chǎng)我都要，我要為每個(gè)細(xì)分市場(chǎng)設(shè)計(jì)一個(gè)營(yíng)銷組合 Multiplesegment Strategy 差異策略 Target Marketing Strategies single marketing mix market segment A market segment B market segment C Singlesegment Strategy market segment A market segment B market segment C market mix A market mix B market mix C Multiplesegment Strategy Market Aggregation single marketing mix one mass, undifferentiated market Market segmentation and targeting Project ? Please identify specific groups of potential customers for your pany. Remember, we need to know not only who we are going to target, but most importantly, that there are enough of them who will buy often enough for our prodcut to be viable. ? First, identify all possible segments, then decide which group(s) you39。ll target. Positioning ? A product39。s position is the plex set of perceptions, impressions and feelings that consumers hold for the product pared with peting products. Positioning ? Positioning is the process of developing an intended image, perception or impression to the product/service or brand in customer39。s mind. Positioning Strategy –Positioning according to a product attribute. ? Where Every Cinderella Story Comes True. ? Where Wonderland Is Your Destiny. Imagination Saves The Day. ? Where The Magic Begins. ? Where You’ re Always The K
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