【正文】 2 46 VALSTM的八類人群 ? Innovators —— successful, sophisticated, takecharge people with high selfesteem. Because they have such abundant resources, they exhibit all three primary motivations in varying degrees. They are change leaders and are the most receptive to new ideas and technologies. Innovators are very active consumers, and their purchases reflect cultivated tastes for upscale, niche products and services 自信，享受“精品 (finerthings)”，善于接受新產(chǎn)品和新技術，對廣告抱有戒心 2 47 VALSTM的八類人群 ? Thinkers—— motivated by ideals. mature, satisfied, fortable , and reflective people who value order, knowledge, and responsibility. tend to be well educated. wellinformed about world and national events. alert to opportunities to broaden their knowledge. open to consider new ideas. Although their ines allow them many choices, Thinkers are conservative, practical consumers。 they choose familiar products and established brands. They favor American products and are generally loyal customers 傳統(tǒng)，家庭導向，買美國貨， 慢于改變習慣，尋求便宜貨，看電視高于平均水平 2 49 VALSTM的八類人群 ? Achievers—— Motivated by the desire for achievement, have goaloriented lifestyles and a deep mitment to career and family. Their social lives reflect this focus and are structured around family, their place of worship, and work. live conventional lives, are politically conservative, and respect authority and the status quo. value consensus, predictability, and stability over risk, intimacy, and selfdiscovery. With many wants and needs, Achievers are active in the consumer marketplace. Image is important to Achievers。t have enough of it to meet their desires. favor stylish products that emulate the purchases of people with greater material wealth. Many see themselves as having a job rather than a career, and a lack of skills and focus often prevents them from moving ahead. active consumers because shopping is both a social activity and an opportunity to demonstrate to peers their ability to buy. As consumers, they are as impulsive as their financial circumstance will allow 注重形象，可支配收入有限，但尚能保持收支平衡，花費于衣服和個人護理， 喜歡看電視勝過閱讀 2 51 VALSTM2的八類人群（續(xù)） ? Experiencers—— motivated by selfexpression. As young, enthusiastic, and impulsive consumers, quickly bee enthusiastic about new possibilities but are equally quick to cool. seek variety and excitement, savoring the new, the offbeat, and the risky. Their energy finds an outlet in exercise, sports, outdoor recreation, and social activities. avid consumers and spend a paratively high proportion of their ine on fashion, entertainment, and socializing. Their purchases reflect the emphasis they place on looking good and having cool stuff 行動導向，追隨時尚，可支配收入多用于社交，憑沖動購買，聽搖滾樂 2 52 VALSTM2的八類人群（續(xù)） ? 知足者 Makers—— motivated by selfexpression. express themselves and experience the world by working on itbuilding a house, raising children, fixing a car, or canning vegetablesand have enough skill and energy to carry out their projects successfully. practical people who have constructive skills and value selfsufficiency. live within a traditional context of family, practical work, and physical recreation and have little interest in what lies outside that context. suspicious of new ideas and large institutions such as big business.. unimpressed by material possessions other than those with a practical or functional purpose. prefer value to luxury, buy basic ，為舒適、耐久、價值而采購，對奢侈品不感冒， 閱讀汽車、居家 (home mechanics) 、釣魚雜志 2 53 VALSTM2的八類人群（續(xù)） ? Survivors—— live narrowly focused lives. With few resources with which to cope, they often believe that the world is changing too quickly. They are fortable with the familiar and are primarily concerned with safety and security. Because they must focus on meeting needs rather than fulfilling desires, Survivors do not show a strong primary motivation. Survivors are cautious consumers. They represent a very modest market for most products and services. They are loyal to favorite brands, especially if they can purchase them at a discount. 消費有限、關心安全、品牌忠誠、相信廣告、?？措娨? 2 54 例 89：鐵城啤酒利用 VASL ? 鐵城啤酒是美國匹茨堡的一個著名品牌，面臨銷量下降 —— 核心顧客因年歲增長而減少消費、年輕顧客不認賬 ? 據(jù) VALS調查，飲用啤酒最多的是 experiencers，其次是strivers。 這個行動僅開展了一個月，“鐵城”啤酒的銷量迅速上升了 26% 2 55 行為細分 Behavioral Segmentation 根據(jù)購買者對產(chǎn)品的 了解程度、態(tài)度、使用以及反應 來劃分消費者群體 2 56 行為細分的基礎 Bases for Demographic Segmentation 2 ? 利益尋求 ? 使用頻率 ? 品牌忠誠 57 利益細分 Benefit Segmentation 根據(jù)顧客希望從產(chǎn)品中尋求的 利益來細分市場 The process of grouping customers into market segments according to the benefits they seek from the product . 2 58 利益細分的特點 ? 從顧客需求而不是以其它特征來細分 ? 讓企業(yè)清楚主要競爭品牌 ? 尋找新的利益和創(chuàng)造提供這些利益的品牌 ? 牙膏分經(jīng)濟型（低價）、藥物型（防蛀）、化妝型（增白）、口感型（好口味 ? 化妝品分美白、潤膚、除螨、防曬、去皺、消斑 ? 電腦分夢幻、高效、經(jīng)濟 2 59 表 83：快餐消費者細分 尋求利益 消費水平 nutritional snackers 營養(yǎng)、天然 輕度 Weight watcher 低卡路里、快速能量 輕度 Guilty snackers 低卡路里、味美 重度 Party snackers 便于待客、飲料充足 平均 Indiscriminate snackers 味美、吃飽 重度 Economical snackers 低價、超值 平均 2 60 使用頻率細分 UsageRate Segmentation 根據(jù)購買或消費數(shù)量劃分市場 —— Dividing a market by the amount of product bought or consumed. 2 61 使用頻率細分的特點 ? 通常將顧客分為 ? Former users, potential users, firsttime users, light/irregular users, moderate/average users, heavy users ? 使營銷人員能專注于 heavy user—— 80/20規(guī)則 ? 便于為不同的細分市場開發(fā)出多種營銷組合 根據(jù)目標需要，營銷人員可以對 heavy, moderate, light users, 甚至 nonusers進行針對性營銷 —— 讓 heavy user“老鳥”消費更多（推出新品牌），把 moderate變成 heavy，培養(yǎng) light、nonusers“菜鳥”（因為其它公司不重視） 2 62 The 80/20 Principle A principle holding that 20 percent of all customers generate 80 percent of the demand. 2 比例數(shù)字不一定精確，但其思想大體正確：少量顧客為公司作出了大量貢獻 63 例 810： 80/20原則 ? 美國快餐業(yè)中， 20%（ 1/5）最常光顧的顧客占了所有顧客光顧次數(shù)的 60%—— 應用 80/20原則，定義這20%的顧客為 heavy user (通常為單身男子 )—— 他們 1999年在美國快餐店 $1100億營業(yè)額中占了約 660億（也是 60%） ? 一半的啤酒經(jīng)常使用者消費了 87%—— 寧