Market izingxenye - kuba yingxenye ebalulekile ukumaketha

Market izingxenye - le nqubo yokuzihlukanisa wemakethe (abathengi) ngemacembu kuye izimfuneko ezithile. Inhloso esemqoka lesi senzo ukutadisha ukusabela iqembu odabeni oluthize, kanye ukukhethwa target (phansi) ingxenye. Segmentation wemakethe usesikhundleni alawula iyiphi yocwaningo lwemakethe ikhasimende base lenkampani.

Uyini izingxenye emakethe

Noma yimuphi inkampani isebenza amakhasimende ayo. Ngokwemvelo, bonke kuhluke ngandlela-thile kusukela komunye nomunye. Market izingxenye - inqubo yokwabiwa nemingcele ethile ukuthi ukuhlukanisa iqembu eyodwa ukusuka kwenye. Omunye ikhasimende kusuka kwenye ungakwazi ukuhlukanisa indawo yakhe yokuhlala, imikhuba, isimo sabo emphakathini, izinkolelo zenkolo, ngisho nesimo sengqondo. Ikhumbula zonke lezi umehluko, inkampani angakhiqiza imikhiqizo ehlukene ukuze ingxenye ngayinye. Iqembu ngalinye kuba ngokwemvelo sihluke nomunye. Omunye umehluko yinani lazo. izinkampani abaningi singagxili kuphela iqembu eziningi kakhulu. Nakuba kukhona izinkampani eziningi, okuyinto ukugxila encane ingxenye. Lokhu kubenza bakwazi ukugwema mncintiswano enkulu futhi babe amakhasimende avamile. Segmentation ikuvumela uhlole kangcono amakhasimende ayo, kanye ukukhomba ukuthi iyiphi amaqembu musa ukusebenzisa inkampani ethile. Ngakho, segmentation wemakethe - kuba yingxenye ebalulekile emisebenzini iyiphi inkampani. Lesi simo esiyingqayizivele sibangelwa kusekelwe ezimisweni ezithile.

izimiso Market izingxenye

Izingxenye buyehluka nezimfuno eziningi:

1. Ayisebenzi. Abathengi zingahlukaniswa zibe labantu zasemadolobheni nezasemakhaya, kanye emphakathini - e izifunda, imizi kanye namazwe.
2. Ngu yezibalo. I obujwayelekile zokwehlukanisa labo abangase babe abathengi ngobudala, Iholo elingakanani futhi isimo somshado. Phakathi kwezinye: inkolo kanye nomsebenzi.
3. Ngokusho isisekelo psychographic. Lesi sigaba kusekelwe umthengi izici umuntu othize. Zikhona izindlela ezehlukene sokunquma uhlobo psychographic lomuntu okuyiwona kukhona emakethe izingxenye. Isibonelo kungafaka Ubunikazi elinye lamaqembu amabili - ukuze psihotsentrikam noma allotsentrikam.

Phakathi kwezinye izici kungenzeka ukwaba amakhasimende by nobudlelwane phakathi zokukhiqiza, ukusetshenziswa isitayela tintfo letiphatselene nemuntfu.

Indlela ukwaba izingxenye

Kukhethwa umkhiqizo kungathinta hhayi nje owodwa ubudala abathengi, kodwa futhi, isibonelo, imali noma endaweni ahlala kuyo. Ngakho-ke, ngeke nenqubo ngaphezulu egqanyisiwe ekuhloleni abathengi, sobala zizobonakala kuwo wonke isimo emakethe. Ngesikhathi esifanayo inqwaba izimpawu inkimbinkimbi kakhulu isimo. Uma sikubeka kalula, amasegimenti Ngaphezu kwalokho, abathengi kancane eqenjini ngalinye. Indlela ukwaba kumasegmenti futhi ngalokho imingcele kuzoncika izici ngamunye ibhizinisi.

Ngakho, segmentation wemakethe - kuyinqubo okumelwe zenzeke iphethini letsite, kuncike imigomo ye ibhizinisi.