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Іnformatsіyny Marketing - Єzhova LF

13.4. Segmentatsіya Rinku іnteraktivnih poslug

Іnteraktivnі service povinnі mother Vlasnyi rinkovu strategіyu schodo rіznih group koristuvachіv, viznachiti svoї rinkovі segment.

Neobhіdnіst segmentatsії Rinku poyasnyuєtsya these reasons:

• Cutaneous rinkovy segment viznachaєtsya svoїm type popitu, yaky slit neobhіdno analіzuvati to proponuvannya іnteraktivnih poslug;
• rinkovі segment, schodo yakih vazhko sformulyuvati chіtkі characteristics Mensch dostupnі for ohoplennya їh іnteraktivnimi Hotel;
• orієntatsіya on pevnі rinkovі segment perspektivnіsha for orієntatsіyu on rinok vzagalі.

Naybіlsh vazhlivimi klasifіkatsіynimi krіterіyami, zastosovuvanimi for vidіlennya group koristuvachіv, Je їh profesіyna (galuzeva) nalezhnіst, nayavnіst dosvіdu robots in іnteraktivnomu rezhimі that character іnformatsіynoї dіyalnostі. For character іnformatsіynoї dіyalnostі koristuvachі podіlyayutsya on promіzhnih i kіntsevih. Zvichayno poseredniki-profesіonali volodіyut bіlshimi navichkami that dosvіdom robots s vіddalenimi resources nіzh kіntsevі koristuvachі.

Vihodyachi s Tsikh mіrkuvan can vidіliti takі segment market analysis іnformatsіynih poslug [77]:

A. Spozhivatsky segment. Naybіlshy segment yaky potrebuє vsіh zahodіv Marketing (іdentifіkovanіst torgovelnih brands zaohochennya spozhivachіv, diferentsіyovanі tsіnovі strategії schodo rіznih group spozhivachіv, mіsіonersky marketing toscho). Cutaneous once, if at Masov Rinku prodayutsya parolі for entry to telekomunіkatsіynoї MEREZHI, potrіbna advertising that navchannya koristuvachіv. For bagatoh іnformatsіynih services orієntovanih on masovogo spozhivacha, rinok zbutu skladaєtsya s vlasnikіv komp'yuterіv. Rіznі kompanії vikoristovuyut strategії, SSMSC vіdpovіdayut їh orієntatsії. Іnformatsіynі service, SSMSC postachayut svoї ІPP Masov on rinok, roblyat emphasis on poshukovі system zruchnі for koristuvachіv and takozh on nizkі tsіni. In the minds of irregular, vipadkovogo Venue of іnteraktivnogo Poshuk velikі nakladnі vitrati fіrmi mozhut nabagato perevischiti pributki od іnteraktivnih poslug.

B. Segment spozhivachіv s great spodіvannyami. Pridbannya ІPP at tsomu segmentі dosit motivovane that Mauger vikonuvatisya regularly. However, s side іnformatsіynih services potrіbna pіdtrimka great spodіvan koristuvachіv. Service Marketing napravlyayut svoїh predstavnikіv on fіrmi koristuvachіv de navchayut іnteraktivnomu Poshuk that on mіstsі ukladayut contract. Orієntuvannya on Tsey rinkovy segment potrebuє zaluchennya small, ale solіdnogo contingent koristuvachіv.

B. Korporatsіyny segment. Yogo utvoryuyut korporatsії that koristuvatskі organіzatsії. Vіn Je vigіdnim Especially for services іnformatsіynih s point Zora nayavnostі database regulyarnoї required in іnteraktivnomu Poshuk that platospromozhnostі popitu. Orієntuvannya on Tsei segment potrebuє doskonalogo vivchennya іnformatsіynih potreb skin spozhivacha particular, diferentsіatsії database, emphasis on applied problems mozhlivostі virіshennya i perevag іnteraktivnogo Poshuk. Same in tsomu segmentі Bazhanov dovgostrokove spіvrobіtnitstvo i pіdtrimka nadіynih zv'yazkіv.

G. Segment spozhivachіv-ekspertіv. Ohoplyuє non-numerical profesіonalіv іnformatsіynogo Poshuk, SSMSC naybіlsh privablivі for іnformatsіynih services. Koristuvachі zatsіkavlenі in integrated vikoristannі mozhlivostey poshukovih systems volodіyut temple profesіynimi navichkami іnteraktivnogo Poshuk, obslugovuyut bagatoh klієntіv - kіntsevih spozhivachіv Informácie. On tsomu segmentі vprovadzhuyutsya, viprobovuyutsya that otsіnyuyutsya on praktitsі novі zasobi that tehnologії Poshuk Informácie.

Zgіdno s tim, SSMSC segments will melt for іnformatsіynih services klyuchovimi, rozrіznyayut strategії marketing vikoristovuvanі іnformatsіynomu on market analysis.

1. Strategіya masovogo market analysis. Іnformatsіynі service, SSMSC dotrimuyutsya tsієї strategії, namagayutsya zaluchiti spozhivachіv s usіh chotiroh segmentіv, mayuchi at tsomu velikі nakladnі vitrati. Koli FIRMA, yak proponuє іnteraktivnі Hotel, prodaє parolі Masov on market analysis, Won, skorіshe, zaymaєtsya Credit operatsіyami, nіzh іnteraktivnim bіznesom. Vaughn zmushena lead sotnі inactive rahunkіv, zdіysnyuvati postіyne stimulyuvannya koristuvachіv in vsіh chotiroh segments.

2. Strategіya korporatsіynoї nіshі. Їy pritamannі: direct sales, ukladennya kontraktіv; Keeping nebagatoh, ale great rahunkіv; demonstruvannya perevag poshukovih virіshennya systems for applications; visokі tsіni on ІPP.

3. Strategіya poserednitskoї nіshі. Vaughn orієntovana on іnformatsіynih poserednikіv - robіtnikіv spetsіalnih Bureau that "novih poserednikіv" yakih zaluchayut іz segmentіv B. B is the Rinok zbutu stanovlyat solіdnі koristuvachі, SSMSC regularly vikoristovuyut dekіlka database. The emphasis is not on spheres robitsya zastosuvannya systems, and їh tehnіchnih characteristics. Neobhіdno provoditi tehnіchnі semіnari koristuvachіv, ROBIT postіynі Notification in spetsіalnіy presі. Tsya strategіya orієntovana on pomіrnі tsіni that diferentsіyovany pіdhіd in sferі vstanovlennya tsіn on rіznі ІPP for rіznih spozhivachіv.