Phan khuc thi truong

Tags: Phan khuc thi truong, thu nhap hang nam, nhu cau dac biet, nguoi choi gon, su huong ung, dac diem chung, cua mot nhom, khach hang, dich vu, doi tuong, cong ty, quan tam, hieu qua, ban, viec


Phan khuc thi truong
Phan khuc thi truong la mot hoat dong xac dinh nhung dac diem chung cua mot nhom doi tuong khach hang trong thi truong tong the. Nhung dac diem nay co the duoc nhan biet theo thu nhap, tuoi tac, moi quan tam ca nhan, van hoa chung toc, cac nhu cau dac biet, v.v.

Muc dich cua viec phan khuc la chia thi truong tong the thanh nhung thi truong nho hon voi nhung khach hang co chung nhu cau. Viec nhan biet cac phan khuc thi truong nay giup cong ty: (1) tao ra san pham va dich vu dap ung nhu cau cua cac khach hang cu the va (2) tap trung cac nguon luc marketing mot cach hieu qua hon. Ban co the xem vi du sau:

Ban vua moi nhan duoc thu moi tham du hoi thao cua mot hang tu van va dich vu ve ke hoach huu tri. Ban la mot trong rat nhieu nguoi nhan duoc thu moi do. Phan tich co so du lieu cho thay ban co mot hoac nhieu dac diem sau day:

+ Ban co tai san (duoc the hien qua danh sach thue bat dong san cua noi ban dang song).

+ Ban thuoc nhom nguoi dang nam trong do tuoi sap ve huu.

+ Ban song tai hoac song gan voi dia phuong noi ma cuoc hoi thao se duoc to chuc.

Nhung dac diem nay da dat ban vao mot phan khuc thi truong ma nhung nguoi lap ke hoach huu tri quan tam. Nhung nguoi nay tin rang la thu cua ho gui truc tiep cho ban voi loi tua: "Hay de chuyen gia cua chung toi giup quy vi hoach dinh tuong lai cua minh" co kha nang thu hut su huong ung cua nhung nguoi nhu ban. Ro rang ho muon tap trung cac nguon luc marketing vao mot nhom nguoi co kha nang quan tam den dich vu ma ho cung cap, cung nhu nguoi du kha nang tai chinh de thuc hien dich vu.

Phan khuc tren nhieu yeu to

Di nhien, cach xep loai mot chieu nhu "nguoi choi gon" hay "nguoi moi mua nha" khong the cung cap du thong tin cho nha marketing de ho co the hieu duoc con nguoi va nhu cau cua nhung doi tuong nay. Chang han, nguoi choi gon co the la nam gioi hoac phu nu, o tuoi 20 voi thu nhap hang nam la 800 do la hay tuoi 50 voi thu nhap hang nam la 180.000 do la,... Do do, nha marketing can phai phan loai nguoi choi gon theo cac dac diem khac de tim ra phan khuc nho hon, tu do tao ra mot san pham hay dich vu thuc te hon.

Lay vi du mot cong ty san xuat trang phuc the thao. Cong ty nay da phan khuc doi tuong nguoi choi gon theo ba yeu to: thu nhap hang nam, gioi tinh va tuoi tac. Voi tinh chat hoat dong cua minh, cong ty da tap trung chu yeu vao hai phan khuc: nam gioi o do tuoi 50-70 va co thu nhap hang nam tren 50.000 do la .

Theo nghien cuu ban dau cua cong ty, nhung khach hang thuoc hai phan khuc nay la nhung nguoi chi tieu nhieu nhat cho trang phuc choi gon. Dieu nay da thoi thuc cac chuyen gia marketing nghien cuu nhieu hon ve hai phan khuc thi truong cu the nay. Vi du: cong ty trang phuc the thao co the dung cac nhom trong diem de xac dinh cac mat hang quan ao cu the nao se thu hut nguoi choi gon nam gioi o cac nhom tuoi va nhom thu nhap. Noi chung can phai tim hieu nhieu ve cac phan khuc thi truong khac nhau theo suc mua, thi hieu ve san pham hay dich vu va su hap dan cua san pham hay dich vu do nhu nhung muc tieu nham den cua thi truong tiem nang.

Phan khuc hieu qua va co lien quan

Khong phai moi phan khuc co the xac dinh deu co lien quan den viec tap trung nguon luc cua ban. Vi du, voi mot cong ty san xuat bong den huynh quang, viec phan khuc thi truong tong the theo gioi tinh, thu nhap, hoc van, quan he xa hoi hay hau het cac dac diem khac khong co y nghia quan trong, vi khong dac diem nao trong so nay lien quan den viec mua va su dung bong den. Cong dung thuong mai co the la phuong phap lien quan nhat doi voi viec phan khuc thi truong nay.

Ngoai su lien quan, con co tinh hieu qua. Philip Kotler de xuat rang mot phan khuc thi truong hieu qua va huu ich cho to chuc phai co mot so dac diem sau day:

+ Co the danh gia duoc. Quy mo, cac dac diem chinh, suc mua va thi hieu cua phan khuc thi truong nay.

+ Do lon. Phan khuc quan tam phai du lon de mang lai loi nhuan cho ban.

+ Co the tiep can. Chang co ly do gi de phan khuc thi truong, neu khong co mot cach thiet thuc nao de tiep can cac doi tuong khach hang trong phan khuc do.

+ Co the phan biet. Cac phan khuc thi truong phai phan ung mot cach khac nhau voi nhung chuong trinh marketing khac nhau. Kotler dua ra vi du ve su huong ung doi voi nuoc hoa o phu nu da lap gia dinh va chua lap gia dinh. Neu khong co gi khac biet trong su huong ung cua ho thi khong co mot su phan khuc hieu qua.

+ Co the hanh dong. Phai co mot cach thuc thiet thuc va hieu qua ve mat chi phi de thu hut va phuc vu khach hang trong phan khuc do.

Phan khuc cac thi truong doanh nghiep

Nhung cong ty chuyen phuc vu cho cac doanh nghiep cung can phan khuc thi truong cua ho. Trong mot so truong hop, cac cong ty nay chi don gian la nhan biet cac phan khuc hieu qua va co lien quan. Vi du, phong marketing cua nhung ngan hang lon rat quan tam den cac chu doanh nghiep va nha quan ly cac doanh nghiep vua va nho - doi tuong ma ho co the ban cac dich vu uy thac, dich vu quan ly tien, cac ke hoach huu tri va von vay thuong mai. Cac ngan hang se to chuc lai hoat dong cua minh de tap trung tot hon vao dich vu ma ho cung cap cho nhung khach hang nay.

Nhu da noi o tren, viec phan khuc tao dieu kien cho ban dieu chinh san pham va dich vu theo nhung yeu cau cu the cua nhom khach hang. Day la mot dieu hien nhien, nhung ban can nho rang viec tap trung vao cac phan khuc nho hep tat yeu se lam gioi han doi tuong khach hang ma san pham hay dich vu cua ban huong toi. Ban hay can nhac dieu nay khi phan khuc khach hang.

Nguon: Cac ky nang tiep thi hieu qua - First News va NXB Tong hop TPHCM

Phan khuc thi truong
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Tìm hiểu: Phan khuc thi truong, thu nhap hang nam, nhu cau dac biet, nguoi choi gon, su huong ung, dac diem chung, cua mot nhom, khach hang, dich vu, doi tuong, cong ty, quan tam, hieu qua, ban, viec

Chu de lien quan: Phan khuc thi truong

Xem Bản Tiếng Việt Có Dấu: Phân khúc thị trường

Ban co the doc ban tieng Viet co dau cua bai viet Phân khúc thị trường bang cach nhan chuot vao duong dan tren.

Lien he ve tin Phan khuc thi truong

Nhan xet, hay lien he ve tin Phan khuc thi truong co the gui bang duong dan o duoi. Ban nen gui kem tieu de bai viet Phan khuc thi truong de lam tham khao. Bai viet nay thuoc chuyen de Tac pham trong chuyen muc Van hoa.

Cac tin khac:

Xem tiep ... Tac pham
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