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Іnformatsіyny Marketing - Єzhova LF

12.3. Segmentatsіya PP market analysis

Vazhlivim moment analіzu Rinku Je viyavlennya such spozhivachіv, SSMSC really visuvayut (abo mozhut visuvati) іstotno rіznі vimogi to mind danogo product abo Hotel. Je Tse metoyu segmentatsії market analysis.

Segmentatsіya zastosovuєtsya vinyatkovo to spozhivachіv. Especially Rinok harakterizuєtsya view product and segment - modifіkatsіyami product vseredinі danogo mind. Bagatovimіrnіst segmentatsії spozhivachіv daє zmogu Shirshov vikoristovuvati mozhlivostі fіrmi.
For Economy "perehіdnogo perіodu" in the minds defіtsitu (rinok seller) harakternі "userednenі goods" segmentatsіya then mayzhe not vikoristovuєtsya. For іnformatsіynih tovarіv, yakih viroblyayut dosit bagato, іsnuє ponyattya wide assortment of merchandise. For quiet, scho yak vipuskayutsya one type of product, Ale Zi digit kіlkіstyu modifіkatsіy (tipіv) SSMSC pokrivayut usі abo bіlshіst spozhivchih segmentіv - ponyattya glibokogo assortment.

Segmentatsіya daє zmogu efektivnosti konkuruvati on whether Money Does market analysis for rakhunok fіrmi transition to the segment market analysis (nіshu) ranіshe nіkim not osvoєny. Segmentatsіya - attribute of prosperity, and in ekonomіtsі defіtsitu perevazhaє tyazhіnnya to "serednogo product" on sutsіlnomu market analysis.

Infect sposterіgaєtsya "stihіyna segmentatsіya" nashogo market analysis. One s Perche on segmentatsіyu Rinku zvernuli uwagi torgovtsі personal AMR i software products in the minds SSMSC OPIN zatovaryuvannya market analysis.

Varto nagolositi scho zayve zbіlshennya kіlkostі parametrіv (characteristics) segmentatsії nedotsіlne. Through nadmіrne pogliblennya segmentatsії Mauger rіzko zmenshitisya mіstkіst vseredinі market analysis of the segment skorochuyuchi Prybutok pіdpriєmstva ІOO. Mnozhinnіst characteristics segmentatsії zbіlshuє trudomіstkіst i vartіst, podovzhuє termіni that uskladnyuє іnformatsіyne zabezpechennya segmentatsії processes.

Segmentatsіya - bezperervny processes, obumovleny dinamіkoyu characteristics spozhivachіv danogo product i dіyami konkurentіv, zagalnimi obstavinami on market analysis.

Je suttєva vіdmіnnіst segmentatsії Rinku spozhivchih tovarіv i product virobnicho-tehnіchnogo priznachennya. Іnternatsіonalnіst whether yakoї tehnologії, Mensch zalezhnіst machines priladіv that іnshih zasobіv od minds їh spozhivannya daє zmogu virobnikam product virobnicho-tehnіchnogo priznachennya pridіlyati less then uwagi segmentatsії market analysis, product nіzh virobnikam masovogo spozhivannya.

Naybіlsh znachuschimi zmіnnimi segmentatsії market analysis PP Je:

1. Osoblivostі funktsіonalnogo vikoristannya PP (nayvazhlivіshy factor) - Visokiy stupіn ratsіonalnostі that ekonomії (cutaneous form of the PP for svoїmi tehnіchnimi parameters guilty vіdpovіdati tasks yogo ekspluatatsії).

2. Pogliblennya assortment - daє zmogu znahoditi duzhe vigіdnі rinkovі "nіshі".

3. Ekonomіchnі mozhlivostі spozhivacha (vidіlennya segmentіv Zamozhniy spozhivachіv s temple vimogami up of Quality PP i rіvnya servіsu "serednya Group" s extremely chutlivіstyu to tsіni i mіnіmalnimi vimogami to vsogo іnshogo.

Character popitu viznachaє mіstkіst market analysis. Rozrіznyayut three main segments:

1) segment of the "Perche plants" for the PP novostvoryuvanih ІOO of companies;

2) The segment "modernіzovanogo popitu";

3) The segment "renovatsіynogo popitu" for povnoї aktualіzatsії PP.

Profesіyna nalezhnіst Got especial importance in the market analysis segmentatsії "іntelektualnih tovarіv". Mozhlivostі here duzhe velikі - od schoolboy to visokokvalіfіkovanogo fahіvtsya.

In bagatoh vipadkah power segmentatsії a market analysis tіsno pereplіtayutsya іz segmentatsієyu "іndukovanoї" produktsії іnshogo.