摘要
市场细分的概念是美国市场学家温德尔·史密斯于20世纪50年代中期提出来的。所谓市场细分就是指按照不同消费者的欲望与需求把一个总体市场划分成若干个具有共同特征的子市场的过程。并由此得出结论分属于同一细分市场的消费者，他们的需要和欲望极为相似；分属于不同细分市场的消费者对同一产品的需要和欲望存在着明显的差别。
With the occurrence of the more complicated and diversified market, the concept and value of the fine market divisions have evolved beyond the criteria based on the coarse profession or the singular target multitude only. By giving publicity to the spirit of the advertisements, enterprises aim to seek the proper consumers based on the features of their products, which could be consequently focused, remembered, and recognized among the target multitude. Accordingly, there is a strong connection between advertisement arts and fine market divisions. This paper mainly discusses the necessity of fine market divisions, and reveals the inherent values by advertisement arts.
出处
《包装与设计》
2005年第4期104-106,共3页
Package & Design
