راهبردهای اصلی در بخش بندی بازار
قلب هر استراتژی بازاریابی، شناسایی نیازهای مشخص مشتریان است، سپس طراحی برنامه بازاریابی است که بتواند آن نیازها را برآورده سازد. برای انجام اثربخش این کار شرکت باید درک جامعی از مشتریان هدف خود داشته باشد. این ادراک شامل شناخت علایق، انگیزه ها،رفتارها، نیازها و خواسته های مشتریان می شود.
از آنجا که انتخاب کل جامعه بعنوان مشتریان هدف بسیار دور از ذهن می باشد، در سالهای اخیر،استراتژیست های بازاریابی در پی روشهایی برای تفکیک و طبقه بندی مشتریان بوده اند.
از دیدگاه استراتژیک بخش بندی بازار به عنوان فرآیندتقسیم کردن کل بازار بر اساس یک محصول خاص یا طبقه ای از محصول به بخش ها یا گروه های همگون تعریف می شود. برای اثربخشی بخش بندی بایدگروه هایی را ایجاد کرد که اعضای درون هر گروه اشتراکات بیشتری با هم داشته باشند، اما خود گروه ها شبیه هم نباشند.
بخشبندی به بازاریابان اجازه می دهد تا بطور دقیق تری نیازهای مشتریان را تعریف و درک کنند تا در طراحی برنامه ها مطابق با خواسته آنها عمل کنند. این کار احتمال موفقیت برنامه های بازاریابی را بشدت افزایش می دهد.
اما ملاک های مورد استفاده برای بخش بندی بازار کدامند؟ چهار ملاک متداول برای بخش بندی بازار جنسیت، سن، سطح درآمد و منطقه جغرافیایی بوده است. این چهار ملاک بصورت گسترده توسط بازاریابان مورد استفاده قرار گرفته و هنوز هم کاربرد بسیاری دارد. اما متغیرهای بیشتری برای انجام بخش بندی بازار بکار گرفته می شود که در مطلبی جداگانه به آن پرداخته ایم.
پس از انجام بخش بندی نوبت به انتخاب بخش های هدف و تدوین استراتژی بازاریابی می رسد. استراتژیست ها یکی از راهبردهای زیر را انتخاب می کنند:
–بازاریابی انبوه: (در آن یک کالا برای تمام خریداران به طور انبوه تولید و توزیع مى شود )
–بازاریابی چند بخشی: (در آن دو یا چند کالا با شکل، خصوصیات، کیفیت و اندازه متفاوتى برای بخش های مختلف بازار عرضه مىشوند ) ،
–بازاریابی متمرکز: (از بین بخشهای مختلف، یک بخش به عنوان جامعه هدف برگزیده می شود و بقیه بخشها کنار گذاشته می شود)
–بازاریابی گوشه دنج: انتخاب یک بخش کوچک و برآوردن حداکثری نیازها و خواسته های آنان.
–بازاریابی یک به یک : با پیشرفت تکنولوژی این امکان فراهم آمده است تا در برخی بازارها بتوان محصولات و خدماتی اختصاصی هر مشتری تهیه کرد. تهیه کنندگان نرم افزار بیشتر در این مسیر قرار دارند.
با این همه، باید توجه داشت که بازار هدف و برنامه بازاریابی همبسته هستند و تغییراتی در یکی مستلزم ایجاد تغییرات در دیگری خواهد بود.
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