摘要
主流的市场细分是围绕客户需求的差异性展开的,将满足客户需求视为第一位,而忽视了企业利润,但是利润或价值是企业市场细分最基本的驱动因素,因此传统的主流市场细分方法存在一些问题。本文认为在传统的主流细分方法基础上,应引入客户价值细分指标,从而构建价值-特征-行为三维市场细分模型,这一模型不仅可以满足企业制定与实施营销战略的需求,而且可以保证企业的收益。
the author points out that the traditional method of market s eg mentation has its problems,for at the base of this method is the variations of customers,demands,and the profit of enterprises,which is the basic driven fac tor of market segmentation,is neglected.Then the author suggests that the value segmentation should be used as an important index,and thus to construct a valu e-character-behavior segmentation model.
出处
《中国流通经济》
CSSCI
2003年第6期53-56,共4页
China Business and Market
