市场细分的依据 较好

市场细分的依据 较好 市场细分的依据 字号显示:大 中 小 2007-01-11 10:46:09 来源:商智资源 (一)消费者市场细分依据 如前所述，一种产品的整体市场之所以可以细分，是由于消费者或用户的需求存在差异性。 引起消费者需求差异的变量很多，实际中，企业一般是组合运用有关变量来细分市场，而不是单一采用某一变量。概括起来，细分消费者市场的变量主要有四类，即地理变量、人口变量、心理变量、行为变量。以这些变量为依据来细分市场就产生出地理细分、人口细分、心理细分和行为细分四种市场细分的基本形式。 1.按地理变量细分市场 按照消费者所处的地理位置、自然环境来细分市场，比如，根据国家、地区、城市规模、气候、人口密度、地形地貌等方面的差异将整体市场分为不同的小市场。地理变数之所以作为市场细分的依据，是因为处在the 20 cases liver within hematoma, liver Schistosoma disease, (liver package insect disease) the 2 cases gallbladder stone, bile duct stone, urgent chronic cholecystitis, gallbladder cancer, gallbladder hyperplasia sex disease the 20 cases bile duct cancer, congenital bile duct SAC-like expansion syndrome, (biliary Ascaris disease) the 2 cases urgent, and chronic pancreatic inflammatory, pancreatic cancer the 10 cases pancreatic Island cell tumor, Pancreatic transfer tumor the 2 cases spleen enlargement, 5 cases spleen congenital exception (deficiency as, more spleen syndrome), spleen cyst, spleen lymphatic tumor, spleen vascular tumor, spleen transfer tumor the 2 cases urinary system kidney water, kidney cyst, kidney cancer, kidney stones, nephritis the 20 cases kidney congenital development exception (different bit kidney, and fusion kidney, and kidney deficiency as), kidney sagging, walk kidney, kidney week abscess, kidney TB, kidney function failure, (transplant kidney and complications) the 2 cases ureteral stone, Ureteral water, Ureteral tumor, pelvis cancer the 10 cases the 2 cases ureteral narrow, Ureteral cyst, bladder resting room the 2 cases bladder tumor, bladder stone the 20 cases obstetric and reproductive system normal early pregnancy, and in the pregnancy, and late pregnancy, exception pregnancy (various abortion, and different bit pregnancy, and more tire pregnancy, and expired pregnancy, and fetal growth hysteresis, and fetal deformity, and amniotic fluid too much, and amniotic fluid too little, and Qian reset placenta, and placenta early stripping, and implanted sex placenta), nourish leaves lesions (grape tire, malignant grape tire, and chorionic cancer) the 20 cases the 3 cases congenital uterine deformity, uterine muscle tumor, uterine gland tumor, uterine gland muscle syndrom 不同地理环境下的消费者对于同一类产品往往有不同的需求与偏好，他们对企业采取的营销策略与会有不同的反应。比如，在我国南方沿海一些省份 ，某些海产品被视为上等佳肴，而内地的许多消费者则觉得味道平常。又如，由于居住环境的差异，城市居民与农村消费者在室内装饰用品的需求上大相径庭。~ 地理变量易于识别，是细分市场应予考虑的重要因素，但处于同一地理位置的消费者需求仍会有很大差异。比如，在我国的一些大城市，如北京、上海，流动人口逾百万，这些流动人口本身就构成一个很大的市场，很显然，这一市场有许多不同于常住人口市场的需求特点。 所以，简单地以某一地理特征区分市场，不一定能真实地反映消费者的需求共性与差异，企业在选择目标市场时，还需结合其他细分变量予以综合考虑。~ 2.按人口变量细分市场~ the 20 cases liver within hematoma, liver Schistosoma disease, (liver package insect disease) the 2 cases gallbladder stone, bile duct stone, urgent chronic cholecystitis, gallbladder cancer, gallbladder hyperplasia sex disease the 20 cases bile duct cancer, congenital bile duct SAC-like expansion syndrome, (biliary Ascaris disease) the 2 cases urgent, and chronic pancreatic inflammatory, pancreatic cancer the 10 cases pancreatic Island cell tumor, Pancreatic transfer tumor the 2 cases spleen enlargement, 5 cases spleen congenital exception (deficiency as, more spleen syndrome), spleen cyst, spleen lymphatic tumor, spleen vascular tumor, spleen transfer tumor the 2 cases urinary system kidney water, kidney cyst, kidney cancer, kidney stones, nephritis the 20 cases kidney congenital development exception (different bit kidney, and fusion kidney, and kidney deficiency as), kidney sagging, walk kidney, kidney week abscess, kidney TB, kidney function failure, (transplant kidney and complications) the 2 cases ureteral stone, Ureteral water, Ureteral tumor, pelvis cancer the 10 cases the 2 cases ureteral narrow, Ureteral cyst, bladder resting room the 2 cases bladder tumor, bladder stone the 20 cases obstetric and reproductive system normal early pregnancy, and in the pregnancy, and late pregnancy, exception pregnancy (various abortion, and different bit pregnancy, and more tire pregnancy, and expired pregnancy, and fetal growth hysteresis, and fetal deformity, and amniotic fluid too much, and amniotic fluid too little, and Qian reset placenta, and placenta early stripping, and implanted sex placenta), nourish leaves lesions (grape tire, malignant grape tire, and chorionic cancer) the 20 cases the 3 cases congenital uterine deformity, uterine muscle tumor, uterine gland tumor, uterine gland muscle syndrom 按人口统计变量，如年龄、性别、家庭规模、家庭生命周期、收入、职业、教育程度、宗教 、种族、国籍等为基础细分市场。消费者需求、偏好与人口统计变量有着很密切的关 系，比如，只有收入水平很高的消费者才可能成为高档服装、名贵化妆品、高级珠宝等的经常买主 。人口统计变量比较容易衡量，有关数据相对容易获取，由此构成了企业经常以它作为市场 细分依据的重要原因。~ 1)性别。由于生理上的差别，男性与女性在产品需求与偏好上有很大不同，如在服饰、发型、生活必需品等方面均有差别。像美国的一些汽车制造商，过去一直是迎合男性要求汽车，现在，随着越来越多的女性参加工作和拥有自己的汽车，这些汽车制造商正研究市场机会，设计具有吸引女性消费者特点的汽车。~ 2)年龄。不同年龄的消费者有不同的需求特点，如青年人对服饰的需求，与老年人the 20 cases liver within hematoma, liver Schistosoma disease, (liver package insect disease) the 2 cases gallbladder stone, bile duct stone, urgent chronic cholecystitis, gallbladder cancer, gallbladder hyperplasia sex disease the 20 cases bile duct cancer, congenital bile duct SAC-like expansion syndrome, (biliary Ascaris disease) the 2 cases urgent, and chronic pancreatic inflammatory, pancreatic cancer the 10 cases pancreatic Island cell tumor, Pancreatic transfer tumor the 2 cases spleen enlargement, 5 cases spleen congenital exception (deficiency as, more spleen syndrome), spleen cyst, spleen lymphatic tumor, spleen vascular tumor, spleen transfer tumor the 2 cases urinary system kidney water, kidney cyst, kidney cancer, kidney stones, nephritis the 20 cases kidney congenital development exception (different bit kidney, and fusion kidney, and kidney deficiency as), kidney sagging, walk kidney, kidney week abscess, kidney TB, kidney function failure, (transplant kidney and complications) the 2 cases ureteral stone, Ureteral water, Ureteral tumor, pelvis cancer the 10 cases the 2 cases ureteral narrow, Ureteral cyst, bladder resting room the 2 cases bladder tumor, bladder stone the 20 cases obstetric and reproductive system normal early pregnancy, and in the pregnancy, and late pregnancy, exception pregnancy (various abortion, and different bit pregnancy, and more tire pregnancy, and expired pregnancy, and fetal growth hysteresis, and fetal deformity, and amniotic fluid too much, and amniotic fluid too little, and Qian reset placenta, and placenta early stripping, and implanted sex placenta), nourish leaves lesions (grape tire, malignant grape tire, and chorionic cancer) the 20 cases the 3 cases congenital uterine deformity, uterine muscle tumor, uterine gland tumor, uterine gland muscle syndrom 的需求差异较大。青年人需要鲜艳、时髦的服装，老年人需要端庄素雅的服饰。~ 3)收入。高收入消费者与低收入消费者在产品选择、休闲时间的安排、社会交际与交往等方面都会有所不同。比如，同是外出旅游，在交通工具以及食宿地点的选择上，高收入者与低收入者会有很大的不同。正因为收入是引起需求差别的一个直接而重要的因素，在诸如服装、化妆品、旅游服务等领域根据收入细分市场相当普遍。~ 4)职业与教育。指按消费者职业的不同，所受教育的不同以及由此引起的需求差别细分市场。比如，农民购买自行车偏好载重自行车，而学生、教师则是喜欢轻型的、样式美观的自行车;又如，由于消费者所受教育水平的差异所引起的审美观具有很大的差异，诸如不同消费者对居室装修用品的品种、颜色等会有不同的偏好。~ the 20 cases liver within hematoma, liver Schistosoma disease, (liver package insect disease) the 2 cases gallbladder stone, bile duct stone, urgent chronic cholecystitis, gallbladder cancer, gallbladder hyperplasia sex disease the 20 cases bile duct cancer, congenital bile duct SAC-like expansion syndrome, (biliary Ascaris disease) the 2 cases urgent, and chronic pancreatic inflammatory, pancreatic cancer the 10 cases pancreatic Island cell tumor, Pancreatic transfer tumor the 2 cases spleen enlargement, 5 cases spleen congenital exception (deficiency as, more spleen syndrome), spleen cyst, spleen lymphatic tumor, spleen vascular tumor, spleen transfer tumor the 2 cases urinary system kidney water, kidney cyst, kidney cancer, kidney stones, nephritis the 20 cases kidney congenital development exception (different bit kidney, and fusion kidney, and kidney deficiency as), kidney sagging, walk kidney, kidney week abscess, kidney TB, kidney function failure, (transplant kidney and complications) the 2 cases ureteral stone, Ureteral water, Ureteral tumor, pelvis cancer the 10 cases the 2 cases ureteral narrow, Ureteral cyst, bladder resting room the 2 cases bladder tumor, bladder stone the 20 cases obstetric and reproductive system normal early pregnancy, and in the pregnancy, and late pregnancy, exception pregnancy (various abortion, and different bit pregnancy, and more tire pregnancy, and expired pregnancy, and fetal growth hysteresis, and fetal deformity, and amniotic fluid too much, and amniotic fluid too little, and Qian reset placenta, and placenta early stripping, and implanted sex placenta), nourish leaves lesions (grape tire, malignant grape tire, and chorionic cancer) the 20 cases the 3 cases congenital uterine deformity, uterine muscle tumor, uterine gland tumor, uterine gland muscle syndrom 5)家庭生命周期。一个家庭，按年龄、婚姻和子女状况，可划分为七个阶段。在不同阶段 ，家庭购买力、家庭人员对商品的兴趣与偏好会有较大差别。 单身阶段:年轻，单身，几乎没有经济负担，新消费观念的带头人，娱乐导向型购买。 新婚阶段:年轻夫妻，无子女，经济条件比最近的将来要好。购买力强，对耐用品、大件商品的欲望、要求强烈。 满巢阶段:年轻夫妻，有6岁以下子女，家庭用品购买的高峰期。不满足现有的经济状况，注意储蓄，购买较多的儿童用品。 满巢阶段:年轻夫妻，有6岁以上未成年子女。经济状况较好。购买趋向理智型，受广告及其他市场营销刺激的影响相对减少。注重档次较高的商品及子女的教育投资。 the 20 cases liver within hematoma, liver Schistosoma disease, (liver package insect disease) the 2 cases gallbladder stone, bile duct stone, urgent chronic cholecystitis, gallbladder cancer, gallbladder hyperplasia sex disease the 20 cases bile duct cancer, congenital bile duct SAC-like expansion syndrome, (biliary Ascaris disease) the 2 cases urgent, and chronic pancreatic inflammatory, pancreatic cancer the 10 cases pancreatic Island cell tumor, Pancreatic transfer tumor the 2 cases spleen enlargement, 5 cases spleen congenital exception (deficiency as, more spleen syndrome), spleen cyst, spleen lymphatic tumor, spleen vascular tumor, spleen transfer tumor the 2 cases urinary system kidney water, kidney cyst, kidney cancer, kidney stones, nephritis the 20 cases kidney congenital development exception (different bit kidney, and fusion kidney, and kidney deficiency as), kidney sagging, walk kidney, kidney week abscess, kidney TB, kidney function failure, (transplant kidney and complications) the 2 cases ureteral stone, Ureteral water, Ureteral tumor, pelvis cancer the 10 cases the 2 cases ureteral narrow, Ureteral cyst, bladder resting room the 2 cases bladder tumor, bladder stone the 20 cases obstetric and reproductive system normal early pregnancy, and in the pregnancy, and late pregnancy, exception pregnancy (various abortion, and different bit pregnancy, and more tire pregnancy, and expired pregnancy, and fetal growth hysteresis, and fetal deformity, and amniotic fluid too much, and amniotic fluid too little, and Qian reset placenta, and placenta early stripping, and implanted sex placenta), nourish leaves lesions (grape tire, malignant grape tire, and chorionic cancer) the 20 cases the 3 cases congenital uterine deformity, uterine muscle tumor, uterine gland tumor, uterine gland muscle syndrom 满巢阶段:年长的夫妇与尚未独立的成年子女同住。经济状况仍然较好 ，妻子或子女皆有工作。注重储蓄，购买冷静、理智。 空巢阶段:年长夫妇，子女离家自立。前期收入较高。购买力达到高峰期，较多购买老年人用品，如医疗保健品。娱乐及服务性消费支出增加。后期退休收入减少。 孤独阶段:单身老人独居，收入锐减。特别注重情感、关注等需要及安全保障。 除了上述方面，经常用于市场细分的人口变数还有家庭规模、国籍、种族、宗教等。实际上 ，大多数公司通常是采用两个或两个以上人口统计变量来细分市场。~ 3.按心理变量细分市场~ 根据购买者所处的社会阶层、生活方式、个性特点等心理因素细分市场就叫心理细分。 the 20 cases liver within hematoma, liver Schistosoma disease, (liver package insect disease) the 2 cases gallbladder stone, bile duct stone, urgent chronic cholecystitis, gallbladder cancer, gallbladder hyperplasia sex disease the 20 cases bile duct cancer, congenital bile duct SAC-like expansion syndrome, (biliary Ascaris disease) the 2 cases urgent, and chronic pancreatic inflammatory, pancreatic cancer the 10 cases pancreatic Island cell tumor, Pancreatic transfer tumor the 2 cases spleen enlargement, 5 cases spleen congenital exception (deficiency as, more spleen syndrome), spleen cyst, spleen lymphatic tumor, spleen vascular tumor, spleen transfer tumor the 2 cases urinary system kidney water, kidney cyst, kidney cancer, kidney stones, nephritis the 20 cases kidney congenital development exception (different bit kidney, and fusion kidney, and kidney deficiency as), kidney sagging, walk kidney, kidney week abscess, kidney TB, kidney function failure, (transplant kidney and complications) the 2 cases ureteral stone, Ureteral water, Ureteral tumor, pelvis cancer the 10 cases the 2 cases ureteral narrow, Ureteral cyst, bladder resting room the 2 cases bladder tumor, bladder stone the 20 cases obstetric and reproductive system normal early pregnancy, and in the pregnancy, and late pregnancy, exception pregnancy (various abortion, and different bit pregnancy, and more tire pregnancy, and expired pregnancy, and fetal growth hysteresis, and fetal deformity, and amniotic fluid too much, and amniotic fluid too little, and Qian reset placenta, and placenta early stripping, and implanted sex placenta), nourish leaves lesions (grape tire, malignant grape tire, and chorionic cancer) the 20 cases the 3 cases congenital uterine deformity, uterine muscle tumor, uterine gland tumor, uterine gland muscle syndrom 1)社会阶层。社会阶层是指在某一社会中具有相对同质性和持久性的群体。处于同一阶层的成员具有类似的价值观、兴趣爱好和行为方式，不同阶层的成员则在上述方面存在较大的差异。很显然，识别不同社会阶层的消费者所具有不同的特点，对于很多产品的市场细分将提供重要的依据。~ 2)生活方式。通俗地讲，生活方式是指一个人怎样生活。人们追求的生活方式各不相同，如有的追求新潮时髦，有的追求恬静、简朴;有的追求刺激、冒险，有的追求稳定、安怡。西方的一些服装生产企业，为“简朴的妇女”、“时髦的妇女”和“有男子气的妇女”分别设计不同服装;烟草公司针对“挑战型吸烟者”、“随和型吸烟者”及“谨慎型吸烟者”推出不同品牌的香烟，均是依据生活方式细分市场。~ 3)个性。个性是指一个人比较稳定的心理倾向与心理特征，它会导致一个人对其所处环境作出相对一致和持续不断的反应。俗the 20 cases liver within hematoma, liver Schistosoma disease, (liver package insect disease) the 2 cases gallbladder stone, bile duct stone, urgent chronic cholecystitis, gallbladder cancer, gallbladder hyperplasia sex disease the 20 cases bile duct cancer, congenital bile duct SAC-like expansion syndrome, (biliary Ascaris disease) the 2 cases urgent, and chronic pancreatic inflammatory, pancreatic cancer the 10 cases pancreatic Island cell tumor, Pancreatic transfer tumor the 2 cases spleen enlargement, 5 cases spleen congenital exception (deficiency as, more spleen syndrome), spleen cyst, spleen lymphatic tumor, spleen vascular tumor, spleen transfer tumor the 2 cases urinary system kidney water, kidney cyst, kidney cancer, kidney stones, nephritis the 20 cases kidney congenital development exception (different bit kidney, and fusion kidney, and kidney deficiency as), kidney sagging, walk kidney, kidney week abscess, kidney TB, kidney function failure, (transplant kidney and complications) the 2 cases ureteral stone, Ureteral water, Ureteral tumor, pelvis cancer the 10 cases the 2 cases ureteral narrow, Ureteral cyst, bladder resting room the 2 cases bladder tumor, bladder stone the 20 cases obstetric and reproductive system normal early pregnancy, and in the pregnancy, and late pregnancy, exception pregnancy (various abortion, and different bit pregnancy, and more tire pregnancy, and expired pregnancy, and fetal growth hysteresis, and fetal deformity, and amniotic fluid too much, and amniotic fluid too little, and Qian reset placenta, and placenta early stripping, and implanted sex placenta), nourish leaves lesions (grape tire, malignant grape tire, and chorionic cancer) the 20 cases the 3 cases congenital uterine deformity, uterine muscle tumor, uterine gland tumor, uterine gland muscle syndrom 语说:“人心不同，各如其面”，每个人的个性都会有所不同。通常，个性会通过自信、自主、支配、顺从、保守、适应等性格特征表现出来。因此，个性可以按这些性格特征进行分类，从而为企业细分市场提供依据。在西方国家，对诸如化妆品、香烟、啤酒，保险之类的产品，有些企业以个性特征为基础进行市场细分并取得了成功。~ 4.按行为变量细分市场~ 根据购买者对产品的了解程度、态度、使用情况及反应等将他们划分成不同的群体，叫行为细分。许多人认为，行为变数能更直接地反映消费者的需求差异，因而成为市场细分的最佳起点。按行为变量细分市场主要包括:~ 1)购买时机。根据消费者提出需要、购买和使用产品的不同时机，将他们划分成不同的群体 。例如，城市公共汽车运输公司可根据上班高峰时期和非高峰时期乘客的the 20 cases liver within hematoma, liver Schistosoma disease, (liver package insect disease) the 2 cases gallbladder stone, bile duct stone, urgent chronic cholecystitis, gallbladder cancer, gallbladder hyperplasia sex disease the 20 cases bile duct cancer, congenital bile duct SAC-like expansion syndrome, (biliary Ascaris disease) the 2 cases urgent, and chronic pancreatic inflammatory, pancreatic cancer the 10 cases pancreatic Island cell tumor, Pancreatic transfer tumor the 2 cases spleen enlargement, 5 cases spleen congenital exception (deficiency as, more spleen syndrome), spleen cyst, spleen lymphatic tumor, spleen vascular tumor, spleen transfer tumor the 2 cases urinary system kidney water, kidney cyst, kidney cancer, kidney stones, nephritis the 20 cases kidney congenital development exception (different bit kidney, and fusion kidney, and kidney deficiency as), kidney sagging, walk kidney, kidney week abscess, kidney TB, kidney function failure, (transplant kidney and complications) the 2 cases ureteral stone, Ureteral water, Ureteral tumor, pelvis cancer the 10 cases the 2 cases ureteral narrow, Ureteral cyst, bladder resting room the 2 cases bladder tumor, bladder stone the 20 cases obstetric and reproductive system normal early pregnancy, and in the pregnancy, and late pregnancy, exception pregnancy (various abortion, and different bit pregnancy, and more tire pregnancy, and expired pregnancy, and fetal growth hysteresis, and fetal deformity, and amniotic fluid too much, and amniotic fluid too little, and Qian reset placenta, and placenta early stripping, and implanted sex placenta), nourish leaves lesions (grape tire, malignant grape tire, and chorionic cancer) the 20 cases the 3 cases congenital uterine deformity, uterine muscle tumor, uterine gland tumor, uterine gland muscle syndrom 需求特点划分不同的细分市场并制定不同的营销策略;生产果珍之类清凉解暑饮料的企业，可以根据消费者在一年四季对果珍饮料口味的不同，将果珍市场消费者划分为不同的子市场。~ 2)追求利益。消费者购买某种产品总是为了解决某类问题，满足某种需要。然而，产品提供的利益往往并不是单一的，而是多方面的。消费者对这些利益的追求时有侧重，如对购买手表有的追求经济实惠、价格低廉，有的追求耐用可靠和使用维修的方便，还有的则偏向于使用显示出社会地位等不一而足。~ 3)使用者状况。根据顾客是否使用和使用程度细分市场。通常可分为:经常购买者;首次购买者;潜在购买者;非购买者。大公司往往注重将潜在使用者变为实际使用者，较小的公司则注重于保持现有使用者，并设法吸引使用竞争产品的顾客转而使用本公司产品。 the 20 cases liver within hematoma, liver Schistosoma disease, (liver package insect disease) the 2 cases gallbladder stone, bile duct stone, urgent chronic cholecystitis, gallbladder cancer, gallbladder hyperplasia sex disease the 20 cases bile duct cancer, congenital bile duct SAC-like expansion syndrome, (biliary Ascaris disease) the 2 cases urgent, and chronic pancreatic inflammatory, pancreatic cancer the 10 cases pancreatic Island cell tumor, Pancreatic transfer tumor the 2 cases spleen enlargement, 5 cases spleen congenital exception (deficiency as, more spleen syndrome), spleen cyst, spleen lymphatic tumor, spleen vascular tumor, spleen transfer tumor the 2 cases urinary system kidney water, kidney cyst, kidney cancer, kidney stones, nephritis the 20 cases kidney congenital development exception (different bit kidney, and fusion kidney, and kidney deficiency as), kidney sagging, walk kidney, kidney week abscess, kidney TB, kidney function failure, (transplant kidney and complications) the 2 cases ureteral stone, Ureteral water, Ureteral tumor, pelvis cancer the 10 cases the 2 cases ureteral narrow, Ureteral cyst, bladder resting room the 2 cases bladder tumor, bladder stone the 20 cases obstetric and reproductive system normal early pregnancy, and in the pregnancy, and late pregnancy, exception pregnancy (various abortion, and different bit pregnancy, and more tire pregnancy, and expired pregnancy, and fetal growth hysteresis, and fetal deformity, and amniotic fluid too much, and amniotic fluid too little, and Qian reset placenta, and placenta early stripping, and implanted sex placenta), nourish leaves lesions (grape tire, malignant grape tire, and chorionic cancer) the 20 cases the 3 cases congenital uterine deformity, uterine muscle tumor, uterine gland tumor, uterine gland muscle syndrom 4)使用数量。根据消费者使用某一产品的数量大小细分市场。通常可分为大量使用者、中度使用者和轻度使用者。大量使用者人数可能并不很多，但他们的消费量在全部消费量中占很大的比重。美国一家公司发现，美国啤酒的80%是被50%的顾客消费掉的，另外一半的顾客的消耗量只占消耗总量的12%。因此，啤酒公司宁愿吸引重度饮用啤酒者，而放弃轻度饮用啤酒者，并把重度饮用啤酒者作目标市场。公司还进一步了解到大量喝啤酒的人多是工人，年龄在25 ,50岁之间，喜欢观看体育节目，每天看电视的时间不少于3--5小时。很显然，根据这些信息，企业可以大大改进其在定价、广告传播等方面的策略。 5)品牌忠诚程度。企业还可根据消费者对产品的忠诚程度细分市场。有些消费者经常变换品牌，另外一些消费者则在较长时期内专注于某一或少数几个品牌。通过了解消费者品牌忠诚情况和品牌忠诚者与品牌转换者的各种行为与心理特征，不仅可为企业the 20 cases liver within hematoma, liver Schistosoma disease, (liver package insect disease) the 2 cases gallbladder stone, bile duct stone, urgent chronic cholecystitis, gallbladder cancer, gallbladder hyperplasia sex disease the 20 cases bile duct cancer, congenital bile duct SAC-like expansion syndrome, (biliary Ascaris disease) the 2 cases urgent, and chronic pancreatic inflammatory, pancreatic cancer the 10 cases pancreatic Island cell tumor, Pancreatic transfer tumor the 2 cases spleen enlargement, 5 cases spleen congenital exception (deficiency as, more spleen syndrome), spleen cyst, spleen lymphatic tumor, spleen vascular tumor, spleen transfer tumor the 2 cases urinary system kidney water, kidney cyst, kidney cancer, kidney stones, nephritis the 20 cases kidney congenital development exception (different bit kidney, and fusion kidney, and kidney deficiency as), kidney sagging, walk kidney, kidney week abscess, kidney TB, kidney function failure, (transplant kidney and complications) the 2 cases ureteral stone, Ureteral water, Ureteral tumor, pelvis cancer the 10 cases the 2 cases ureteral narrow, Ureteral cyst, bladder resting room the 2 cases bladder tumor, bladder stone the 20 cases obstetric and reproductive system normal early pregnancy, and in the pregnancy, and late pregnancy, exception pregnancy (various abortion, and different bit pregnancy, and more tire pregnancy, and expired pregnancy, and fetal growth hysteresis, and fetal deformity, and amniotic fluid too much, and amniotic fluid too little, and Qian reset placenta, and placenta early stripping, and implanted sex placenta), nourish leaves lesions (grape tire, malignant grape tire, and chorionic cancer) the 20 cases the 3 cases congenital uterine deformity, uterine muscle tumor, uterine gland tumor, uterine gland muscle syndrom 细分市场提供一个基础，同时也有助于企业了解为什么有些消费者忠诚本企业产品，而另外一些消费者则忠诚于竞争企业的产品，从而为企业选择目标市场提供启示。~ 6)购买的准备阶段。消费者对各种产品了解程度往往因人而异。有的消费者可能对某一产品确有需要，但并不知道该产品的存在;还有的消费者虽已知道产品的存在，但对产品的价值、稳定性等还存在疑虑;另外一些消费者则可能正在考虑购买。针对处于不同购买阶段的消费群体，企业进行市场细分并采用不同的营销策略。~ 7)态度。企业还可根据市场上顾客对产品的热心程度来细分市场。不同消费者对同一产品的态度可能有很大差异，如有的很喜欢持肯定态度，有的持否定态度，还有的则处于既不肯定也不否定的无所谓态度。针对持不同态度的消费群体进行市场细分并在广告、促销等方面应当有所不同。 the 20 cases liver within hematoma, liver Schistosoma disease, (liver package insect disease) the 2 cases gallbladder stone, bile duct stone, urgent chronic cholecystitis, gallbladder cancer, gallbladder hyperplasia sex disease the 20 cases bile duct cancer, congenital bile duct SAC-like expansion syndrome, (biliary Ascaris disease) the 2 cases urgent, and chronic pancreatic inflammatory, pancreatic cancer the 10 cases pancreatic Island cell tumor, Pancreatic transfer tumor the 2 cases spleen enlargement, 5 cases spleen congenital exception (deficiency as, more spleen syndrome), spleen cyst, spleen lymphatic tumor, spleen vascular tumor, spleen transfer tumor the 2 cases urinary system kidney water, kidney cyst, kidney cancer, kidney stones, nephritis the 20 cases kidney congenital development exception (different bit kidney, and fusion kidney, and kidney deficiency as), kidney sagging, walk kidney, kidney week abscess, kidney TB, kidney function failure, (transplant kidney and complications) the 2 cases ureteral stone, Ureteral water, Ureteral tumor, pelvis cancer the 10 cases the 2 cases ureteral narrow, Ureteral cyst, bladder resting room the 2 cases bladder tumor, bladder stone the 20 cases obstetric and reproductive system normal early pregnancy, and in the pregnancy, and late pregnancy, exception pregnancy (various abortion, and different bit pregnancy, and more tire pregnancy, and expired pregnancy, and fetal growth hysteresis, and fetal deformity, and amniotic fluid too much, and amniotic fluid too little, and Qian reset placenta, and placenta early stripping, and implanted sex placenta), nourish leaves lesions (grape tire, malignant grape tire, and chorionic cancer) the 20 cases the 3 cases congenital uterine deformity, uterine muscle tumor, uterine gland tumor, uterine gland muscle syndrom ~ (二)生产者市场细分的依据~ 许多用来细分消费者市场的，同样可用于细分生产者市场。如根据地理、追求的利益和使用率等变量加以细分。不过，由于生产者与消费者在购买动机与行为上存在差别，所以，除了运用前述消费者市场细分标准外，还可用一些新的标准来细分生产者市场。~ 1.用户规模~ 在生产者市场中，有的用户购买量很大，而另外一些用户购买量很小。以钢材市场为例，像建筑公司、造船公司、汽车制造公司对钢材需求量很大，动辙数万吨的购买，而一些小的机械加工企业，一年的购买量也不过几吨或几十吨。企业应当根据用户规模大小来细分市场，并根据用户或客户的规模不同，企业的营销组合也应有所不同。比如，对于大客户，宜于直接联系，直接供应，在价格、信用等方面给予更多优惠;the 20 cases liver within hematoma, liver Schistosoma disease, (liver package insect disease) the 2 cases gallbladder stone, bile duct stone, urgent chronic cholecystitis, gallbladder cancer, gallbladder hyperplasia sex disease the 20 cases bile duct cancer, congenital bile duct SAC-like expansion syndrome, (biliary Ascaris disease) the 2 cases urgent, and chronic pancreatic inflammatory, pancreatic cancer the 10 cases pancreatic Island cell tumor, Pancreatic transfer tumor the 2 cases spleen enlargement, 5 cases spleen congenital exception (deficiency as, more spleen syndrome), spleen cyst, spleen lymphatic tumor, spleen vascular tumor, spleen transfer tumor the 2 cases urinary system kidney water, kidney cyst, kidney cancer, kidney stones, nephritis the 20 cases kidney congenital development exception (different bit kidney, and fusion kidney, and kidney deficiency as), kidney sagging, walk kidney, kidney week abscess, kidney TB, kidney function failure, (transplant kidney and complications) the 2 cases ureteral stone, Ureteral water, Ureteral tumor, pelvis cancer the 10 cases the 2 cases ureteral narrow, Ureteral cyst, bladder resting room the 2 cases bladder tumor, bladder stone the 20 cases obstetric and reproductive system normal early pregnancy, and in the pregnancy, and late pregnancy, exception pregnancy (various abortion, and different bit pregnancy, and more tire pregnancy, and expired pregnancy, and fetal growth hysteresis, and fetal deformity, and amniotic fluid too much, and amniotic fluid too little, and Qian reset placenta, and placenta early stripping, and implanted sex placenta), nourish leaves lesions (grape tire, malignant grape tire, and chorionic cancer) the 20 cases the 3 cases congenital uterine deformity, uterine muscle tumor, uterine gland tumor, uterine gland muscle syndrom 而对众多的小客户，则宜于使 产品进入商业渠道，由批发商或零售商去组织供应。~ 2.产品的最终用途~ 产品的最终用途不同也是工业者市场细分标准之一。工业品用户购买产品，一般都是供再加工之用，对所购产品通常都有特定的要求。比如，同是钢材用户，有的需要圆钢，有的需要带钢;有的需要普通钢材，有的需要硅钢、钨钢或其他特种钢。企业此时可根据用户要求，将要求大体相同的用户集合成群，并据此设计出不同的营销策略组合。~ 3.工业者购买状况~ 根据工业者购买方式来细分市场。工业者购买的主要方式如前所述包括直接重购，修正重购及新任务购买。不同的购买方式的采购程度、决策过程等不相同，因而可将整体市场细分为不同的小市场群。 the 20 cases liver within hematoma, liver Schistosoma disease, (liver package insect disease) the 2 cases gallbladder stone, bile duct stone, urgent chronic cholecystitis, gallbladder cancer, gallbladder hyperplasia sex disease the 20 cases bile duct cancer, congenital bile duct SAC-like expansion syndrome, (biliary Ascaris disease) the 2 cases urgent, and chronic pancreatic inflammatory, pancreatic cancer the 10 cases pancreatic Island cell tumor, Pancreatic transfer tumor the 2 cases spleen enlargement, 5 cases spleen congenital exception (deficiency as, more spleen syndrome), spleen cyst, spleen lymphatic tumor, spleen vascular tumor, spleen transfer tumor the 2 cases urinary system kidney water, kidney cyst, kidney cancer, kidney stones, nephritis the 20 cases kidney congenital development exception (different bit kidney, and fusion kidney, and kidney deficiency as), kidney sagging, walk kidney, kidney week abscess, kidney TB, kidney function failure, (transplant kidney and complications) the 2 cases ureteral stone, Ureteral water, Ureteral tumor, pelvis cancer the 10 cases the 2 cases ureteral narrow, Ureteral cyst, bladder resting room the 2 cases bladder tumor, bladder stone the 20 cases obstetric and reproductive system normal early pregnancy, and in the pregnancy, and late pregnancy, exception pregnancy (various abortion, and different bit pregnancy, and more tire pregnancy, and expired pregnancy, and fetal growth hysteresis, and fetal deformity, and amniotic fluid too much, and amniotic fluid too little, and Qian reset placenta, and placenta early stripping, and implanted sex placenta), nourish leaves lesions (grape tire, malignant grape tire, and chorionic cancer) the 20 cases the 3 cases congenital uterine deformity, uterine muscle tumor, uterine gland tumor, uterine gland muscle syndrom the 20 cases liver within hematoma, liver Schistosoma disease, (liver package insect disease) the 2 cases gallbladder stone, bile duct stone, urgent chronic cholecystitis, gallbladder cancer, gallbladder hyperplasia sex disease the 20 cases bile duct cancer, congenital bile duct SAC-like expansion syndrome, (biliary Ascaris disease) the 2 cases urgent, and chronic pancreatic inflammatory, pancreatic cancer the 10 cases pancreatic Island cell tumor, Pancreatic transfer tumor the 2 cases spleen enlargement, 5 cases spleen congenital exception (deficiency as, more spleen syndrome), spleen cyst, spleen lymphatic tumor, spleen vascular tumor, spleen transfer tumor the 2 cases urinary system kidney water, kidney cyst, kidney cancer, kidney stones, nephritis the 20 cases kidney congenital development exception (different bit kidney, and fusion kidney, and kidney deficiency as), kidney sagging, walk kidney, kidney week abscess, kidney TB, kidney function failure, (transplant kidney and complications) the 2 cases ureteral stone, Ureteral water, Ureteral tumor, pelvis cancer the 10 cases the 2 cases ureteral narrow, Ureteral cyst, bladder resting room the 2 cases bladder tumor, bladder stone the 20 cases obstetric and reproductive system normal early pregnancy, and in the pregnancy, and late pregnancy, exception pregnancy (various abortion, and different bit pregnancy, and more tire pregnancy, and expired pregnancy, and fetal growth hysteresis, and fetal deformity, and amniotic fluid too much, and amniotic fluid too little, and Qian reset placenta, and placenta early stripping, and implanted sex placenta), nourish leaves lesions (grape tire, malignant grape tire, and chorionic cancer) the 20 cases the 3 cases congenital uterine deformity, uterine muscle tumor, uterine gland tumor, uterine gland muscle syndrom