产业市场营销的市场细分方法与模型研究

Research on the Market Subdivision Method and Model of the Industrial Marketing

产业市场不同于消费品市场 ,它的供需双方均为企业等组织机构 ;因此产业市场营销又称为企业对企业营销。企业对企业营销中的市场细分与消费品市场细分相比较无论是市场细分的过程 ,还是细分时考虑的因素等都要复杂得多。一般来说 ,产业市场细分要经历两个阶段 :一是宏观市场细分 ,二是微观市场细分。进行宏观市场细分时 ,要考虑的因素即细分的依据主要有 :地理区域类、人文统计类和组织购买特点等 ;进行微观市场细分时 ,要考虑的因素即细分的依据主要有 :购买决策和购买过程的参与者特点。

The industrial market is different to consumer market.The demanders and suppliers of products are commercial enterprises or other organizations.Industrial marketing are also called business to business(BtoB)marketing.The segmentation of market in BtoB marketing is more complex than consumer market in either process or used bases of segmentation.The segmentation of industrial market should involve two stages that are macrosegmentation and microsegmentation.The bases of macrosegmentation include geographic characteristics,demographic characteristics and organizational purchasing characteristics etc.And the bases of microsegmentation include buyer/buying influence personal characteristics,supplier/customer relationship characteristics etc.