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1、市场细分 数据分析和阐释 (案例为虚构）什么是市场细分?在某个品类或特定市场内确定相对独立的单位的过程（如可以将消费者、品牌或组织进行细分）市场细分的目的：分而治之这意味着，每个细分里的成员之间要尽量相似（如有相似的需求或动机），而不同细分之间的差异要尽量增大。2市场细分的好处通过深入细致的了解一个品类或市场，建立自己品 牌的竞争优势，争取利润最大化。通过了解市场需求的结构，可以制定出具体而有针 对性的商业计划。有针对性的产品开发有效的品牌和组合管理定制化的营销计划有把握的订价目的明确的渠道策略获取和保留顾客的策略3客户可执行回应性好能够接触影响到稳定，可重复规模足够大成功的市场细分有哪些标准
2、区分度高4市场细分的不同方法忠诚度细分态度细分购买因素直接需求行为/身份细分需求细分潜类需求 性别、年龄、地域 购买行为、渠道选择及购买量等 和品类相关的价值观或个人看法 态度决定行为 根据对于品牌的忠诚程度细分 用于开发和保留客户 对品类的外在重要需求 联合分析，间接得出重要需求通过品牌偏好和属性得分间接得出5研究结果模拟Attitudinal/needs statementsFactor analysisFactor1Factor2Factor3Factor4Factor5Cluster analysisCluster 1 （%）Cluster 2 （%）Cluster 3 （%）Proc
3、edure IProcedure IIProcedure III市场细分步骤FactorCluster类别判定：回归分析、判别分析、CHAID等6什么是聚类分析？聚类分析（Cluster Analysis）是根据事物（如消费者、产品、品 牌、品牌属性）之间的相似性（Similarity）或同质性（ Homogeneity）将它们归类分组的方法聚类分析的结果寻求的是组内差异（Within-group Variation）最 小，组间差异（Between-group Variation）最大聚类分析也是市场研究中最经常使用的多元统计分析方法之一， 它在有关市场细分研究中几乎是必不可少的分析工具7市
4、场细分 聚类分析在2个维度上的3个群类 ., 在每个群类中各点之间的距离最小，而每个群类之间的距离最大。每一个点代表一个被访者在 某个特定维度上的评分（如 功能性利益点、情感性利益 点、消费价值观，等）8案例1中国家电市场细分 项目执行步骤Step 1: Qualitative research Main purpose: To provide the language and items that end-users use to describe their needs (including functional benefits and emotional rewards)Methodo
5、logy: FGD, IDIStep 2: Item ReductionMain purpose: To reduce the number of items generated from qualitative research. The final items should be with discrimination in between Methodology: Internal staff survey (n=60) and survey on consumers (n=150)Step 3: Pilot testMain purpose: -To provide input to
6、the questionnaires structure, flow and length-To pinpoint any problems that have not been visible-To analyze the data to determine whether it is providing what we wantStep 4: Quantitative researchMain purpose: -To gain market understanding, identify the most meaningful and most actionable needs-base
7、d market segmentation-To gain the profile of each segmentsMethodology: Random Sampling, F2F interview (N=3280)10语句生成和筛选定性研究产生： 216个价值和需求语句 206个冰箱类别需求语句 164个洗衣机类别需求语句 173个厨具类别需求语句留下： 53个价值和公用需求语句 25个冰箱类别需求语句 28个洗衣机类别需求语句 31个厨具类别需求语句语句筛选11语句筛选(Item Reduction)的统计学步骤第一步： 首先，将那些对所有语句都打同样分数（如：1，3，6或10）的被访
8、者 过滤掉。 如果被访者倾向于总打同一个分数或者总打极端值（如：1或10），则 可以过滤掉 可以基于答案的标准差和极差过滤被访者。此时没有特定的过滤标准， 但是根据经验，当极差小于3，或标准差小于1-1.5时，可以过滤掉此被 访者。 第二步： 分别计算被访者对每条语句打分的均值、标准差、偏度和峰度，然后据 此删除语句。 第三步： 对语句做因子分析或聚类分析。对于存在的过多的意思完全相同的语句 ，需要进行删减。对于不包括在任何一个类别或维度中的句子，可参考 定性的结果，决定是否删除。 第四步： 那些独立语句（即：不能进入任何维度的语句）也不一定必须全部删除 。事实上，某些这种语句解释了因子或维度
9、不能解释的内容，因此必要 的话应该保留。12因子分析结果13细分结果14各细分的市场份额Base N=3208放松解脱他人认可关注健康只求最好简单实用新潮设计15各细分的描述Release 放松解脱Demographics:More likely in Beijing & WuhanAged 22-40College/ University graduatedHigh family income (RMB 2870)Larger householdConsumer Values:Features are more important than designTo live an unstrain
10、ed lifeI think nothing is more important than timeKey Needs:Free me from household choresRelease me from cleaning frequentlyHelp me get rid of the tirednessMake me feel the product serves meLow noise17Release 放松解脱Mrs. Chen, aged 28, lives in Beijing. She and her husband are living with her parents.S
11、he graduated from college, and now is working in a company.Even with higher income, she feels stress from everyday work, so she takes every opportunity to free herself from working pressures. Because she is busy, she doesnt have much time to watch TV, but takes some time to read newspapers and magaz
12、ines. She is interested in articles about entertainment, computers, science, technology and also a little about environmental issues.For home appliances, she currently has an automatic washing machine and she likes the products with good functional performance to free herself from boring chores.She
13、also wants to purchase cooking appliances of the same brand a set of stove and hood.功能全，就不会让我再操 心！More features will make me feel easy18Life of Recognition 他人认可Demographics:HousewifeAged 41-50Low family and personal incomeEmployee3 members in familyConsumer Values:I care about others praiseI like to
14、 show my successI like to be different from othersI need modern/ fashionable productsThe trifle in life is also a kind of joyKey Needs:Make me feel honourableMake me admired by othersMake me feel Im superior to othersMake me feel fashionableReflection of good life quality19Life of Recognition 他人认可Mr
15、s. Sun is 43 yeas old. She is working in a department store as a sales person.Her husband is a company employee, and their son is a high school student. The monthly income for this family is relatively low, around RMB 2600.As a housewife, she spends a lot of time doing housework, such as cleaning th
16、e refrigerator. During her free time, she watches TV, reads newspapers and magazines for leisure. She is more interested in programs or articles about life, cooking, shopping guides, movies and dramas. She also reads a little about fashion and home appliances, because she doesnt want to fall behind her peers.For home appliances, she wants products that reflec
