利益细分:企业在市场竞争中制胜的法宝

Benefit Segmentation: An Important Weapon for Enterprises in the Competitive Market

在当今竞争激烈的市场环境中,了解消费者购买产品的真正需求,即所寻求的利益,有针对性地根据消费者的不同需求进行市场细分、定位,开发能满足不同消费者群体、细分市场的适销对路的产品,仍是在市场竞争中常用常新的制胜法宝。由此看来,企业若想在竞争激烈的市场上准确定位、占领市场,必须注重分析市场细分变量的不同种类,并对其理论依据进行研究,在此基础上,进行利益细分的可行性研究,从而提出利益细分的理论框架和基本原则。事实上,许多市场营销实例证明,使用利益细分变量对消费者市场进行细分是具有实际可操作性而行之有效之方法。

Understanding consumers behavior real wants and needs, that is to recognize the benefit - sought and therefore based on this information to segment the consumer markets, develop and positon the products to meet the wants and needs of different consumer groups. This marketing principle of segmentation is a very important tool for the business firms to succeed in today's highly competitive market environment. By the same token, firms that want to be successful and position the product accurately in the marketplace must in the first place study different kinds of market segmentation variables as well as the theoretical framework that provides a foundation for market research. Based on the market research, the feasibility and variability of the benefit segmentation may be further carried out, thus providing further information for decision - making. In fact, many marketing cases using benefit - sought segmentation principle in the business setting have proved that this approach has operational advantage and is highly effective.