Segmentation yemarike - le yindlela ukumisela iqela kwabathengi

Shishini, kukho ikho into segmentation emarikeni. Eli candelo kuphandwa kuxhomekeke iimpawu ngamnye. Umzekelo, iimfuno, inqanaba lomvuzo, ubudala, ummandla, eziphambili, imikhwa. Zonke ezi data kuvumela umenzi isigqibo ukuba kusilungele, ukuthengisa iimveliso zabo kule ndawo.

Eyona njongo othe segmentation yemarike - kukuchonga nganye amaqela ezikhethiweyo zabathengi iimfuno ezifanayo iinkonzo okanye iimpahla. Ukususela umphumo ixhomekeke umyili isigqibo ukuba bajolise ekudaleni uhlobo oluthile lwemveliso.

Le miqondiso ilandelayo segmentation market :

- Geographical: zibonisa indawo le ndawo, nengxinano yabemi kunye kwemozulu;

- ngobuhlanga: luphawulwa isini, ubudala, inani labantu intsapho;.

- psychographic: uchaze iintlobo ubuntu, ubuntu kunye nendlela yobomi (ukuba umntu ikuba njengoko ngegqudu okanye ongena zonke, bakhetha ukuhamba okanye musa ungathanda travel);

- Socio-economic: kumiselwa indawo komntu ekuhlaleni, ubume babo, ingeniso kunye nemfundo;

- segmentation yokuziphatha imarike kuyinto:

a) umntu ukuba enze uthenge (rhoqo okanye ezizodwa ithuba);

b) ubume lomthengi, zange wafumana ukuba uhlobo kwempahla, umboleki owayesakuba, umthengi isakhono, umthengi entsha, umsebenzisi rhoqo;

c) amandla asetyenziswa: inobulali, aphakathi kunye esebenzayo.

g) inqanaba ukuzinikela mveliso: olungenamiqathango, ukunyamezelana, non-abasisigxina, nje;

d) iingenelo ezinqwenelekayo; umgangatho wenkonzo, ukusebenza;

e) kufuneka level: aphezulu, aphakathi, zigungxulwe;

g) enxulumene nemveliso: ngomdla, eyakhayo, cala, thabatha, ezikhohlakeleyo.

Nabathengisi ukwazi ukuhlola nje kuphela iqela yabathengi, kodwa ukuba baqhube iimveliso segmentation emarikeni. Le nkqubo iyimfuneko ukuze ukumisela iimveliso ezininzi ezinqwenelekayo emarikeni, cingisisa Dynamics ukusetyenziswa kwayo, ukuvavanya indlela uluhlu kwaye sichonge amacebo ukuphucula ukhuphiswano. Kukho iindidi ezisixhenxe segmentation:

1. Iqela imveliso (umzekelo, xa isifundo yemarike zombane zasekhaya kule ndawo iya kuquka nangongxawu, oomatshini bokuhlamba, ayini, iTV, njalo njalo).

2. Ngelo khona, iimo kunye nemisebenzi imveliso - uhlobo ixhaphakileyo. Umzekelo, kufuneka ukuchaza segmentation ngetshokholeythi:

- Umbala: mnyama, ubisi, emhlophe;

- ukubonakala: bar okanye ithayile;

- lokufaka: kunye neenkozo zepistasi, zeerasintyisi, uhlambulukile.

Iinkcukacha ziya kuqhutywa le nkqubo, kungenza kube lula kakhulu ukuba ukubona crespo zingathengiswa.

3. Inqanaba kwamaxabiso: ephantsi, ephakathi, phezulu.

4. Xa umenzi - ikuvumela ukuba ukuchaza bonke abathathi-nxaxheba kwimarike, ukuchonga ifuthe kunye nenqanaba ukhuphiswano. Umzekelo segmentation: lwengingqi, ngenxa brand, ngokwegama kumenzi likaThixo.

5. ezingxobeni: ukuchonga uhlobo kakhulu ifuna zokufaka (ezilahlwayo, yakutya, ekhuselweyo lokuvula).

6. Ngokwemiqathango umthamo kunye nobukhulu iimpahla: ngokuchonga lolona hlobo luqhelekileyo lula ezivenkileni kubathengi. Umzekelo, iibhotile yamazimba bokuselelwa segmentation: ilitha 0.5, ilitha 1.5, iilitha ezi-3.

7. Indawo ehlangene, ebandakanya ukufunda nabanye abambalwa.

Segmentation yemarike - oku yeyona ndlela ingcono ukuchaza iqela labasebenzisi, kunye segmentation iimveliso - ukuphawulwa okufunwa kakhulu emva uhlobo imveliso okanye inkonzo.