Kuyini emakethe izingxenye

Okokuqala udinga ukuchaza nomqondo izwi ingxenye - iqembu amakhasimende abanezidingo efanayo noma izifiso ezithile. Kwehlukanisa emakethe zibe izingxenye ivumela izinkampani noma izinhlangano ukugxila kuphela eside futhi inzuzo zemakethe, wayinquma lonke.

Market izingxenye engenziwa kokubili emakethe ezimbonini kanye umthengi.

Cabanga segmentation izinhlobo emakethe umthengi. Le makethe ingahlukaniswa e inqubo izingxenye ngemibandela eziningana. Ngakho nendlela emakethe izingxenye yilezi: ngokwebalazwe, psychographic, ukubalwa kwabantu, kokuziphatha.

Cabanga umbandela ngalinye ngokuhlukile.

Market izingxenye by umbandela ezindawo kuyinto emakethe ihlukaniswe ezindaweni ezahlukene ezindawo (amayunithi). Ngokwesibonelo, amayunithi alandelayo asetshenziselwa emakethe Russian: ukwanda kwabantu, usayizi edolobheni, endaweni, esifundeni, isifunda. Ukuhlaziya i-izingxenye emakethe inkampani kungacacisa ukuthi lapho imizamo yayo marketing asebenza kakhulu. Ezimakethe Russian by esifundeni sehlukaniswe amayunithi ezifana: eSiberia naseMpumalanga Urals, ku Moscow naseLeningrad izifunda, izifunda kanye Kolomna Vuko ubukhulu yamadolobha sabantu esingaphansi 5 izinkulungwane, 5-20 ayizinkulungwane, njll

Ngokusho nenqubo lokubala ubuningi babantu emakethe izingxenye kuyinto ukwehlukana izimakethe ngezizathu ezifana iqembu yobudala, ubulili, ubukhulu umndeni, ukuphila imijikelezo futhi umsebenzi, ubuzwe, imfundo, inkolo, njll Lokhu kube izingxenye ngokuvamile okwenziwa izinkampani at the stage of ucwaningo emakethe. Kuyinto lokhu kube izingxenye kwenza kube nokwenzeka ukukhiqiza ngokunembe kakhudlwana isidingo izimpahla ezivela amaqembu athile abantu.

Mayelana segmentation of izici zokuziphatha ukuthi ziyabhekelelwa e nenqubo kubathengi amaqembu united ngesisekelo iziqu zabo, ulwazi kokubili abasebenzisi kanye ukusabela kwabo enikeziwe (ukunyusele) umkhiqizo. Eziguquguqukayo izingxenye sinjalo ukushuba ukusetshenziswa (phakeme,, ongaphakeme), ukuzimisela ukuthenga umkhiqizo (bazi mayelana nomkhiqizo noma akazi mayelana nomkhiqizo) isimo njengoba ilungu umkhiqizo (umsebenzisi imikhakha komkhiqizo AI akuyena umsebenzisi lomkhiqizo), ukuthengwa Umbuso indawo (udumo sidzingo), degree of ukwethembeka umkhiqizo (akukho noma kusho ngokuphelele futhi eqinile).

Manje, mayelana ukuthi izingxenye umbandela psychographic emakethe. Lolu hlobo izingxenye kwenziwa izindlela ezintsha zesayensi zokufunda esekelwe lokhu isayensi ngokuthi "psihorafika". Lokhu isayensi Ikhuluma izindaba ezifana Ukwahlukaniswa yokuphila abathengi. Lokhu kwenza kube nokwenzeka ngesisekelo ucwaningo "psihografiki" ukuhlukana abathengi ku amaqembu athile ngokuvumelana nendlela yabo yokuphila futhi ikakhulukazi nobuntu.

Isekhona izingxenye emakethe ngezizathu zokusebenza. It libhekene eziguquguqukayo ezifana - ubuchwepheshe, isimo umsebenzisi, ivolumu izimpahla noma amasevisi ahlinzekwa.

Kanye segmentation okubizwa ngokuthi izinto ezinhlelweni zokuthenga isisekelo nge variable - ukunikezela inhlangano (eyodwa, endlalekile) amandla isakhiwo (akubona yomnyango umkhiqizo - kwezezimali, ekukhiqizeni ngamanani amancane, njll), isakhiwo se-ubuhlobo, inqubomgomo kanye nezinhlobo ukuthenga (inkontileka eqashisa ngamafulethi, njll)

Kufanele kuqashelwe ukuthi imigomo ye segmentation izimakethe umthengi akuyona njalo kungenzeka ukuba ukukhethwa efanele umkhiqizo ukunquma tinhlobo letehlukene abathengi. Bathi nje kusiza abakhangisi ukukhomba amathuba isigaba unesithakazelo yabathengi kuleli lonke Ukukhetha and definition of the isigaba iqembu lomkhiqizo ngamunye ubuciko nokumaketha. It kuncike ikhono layo ukuze kahle segmenting iqembu wakhetha izinto zakhe noma cha.