如何進(jìn)行市場(chǎng)細(xì)分的數(shù)據(jù)分析課件

什么是市場(chǎng)細(xì)分?在某個(gè)品類或特定市場(chǎng)內(nèi)確定相對(duì)獨(dú)立的單位的過(guò)程（如可以將消費(fèi)者、品牌或組織進(jìn)行細(xì)分）市場(chǎng)細(xì)分的目的：分而治之這意味著，每個(gè)細(xì)分里的成員之間要盡量相似（如有相似的需求或動(dòng)機(jī)），而不同細(xì)分之間的差異要盡量增大。1什么是市場(chǎng)細(xì)分?在某個(gè)品類或特定市場(chǎng)內(nèi)確定相對(duì)獨(dú)立的單位的過(guò)市場(chǎng)細(xì)分的好處通過(guò)深入細(xì)致的了解一個(gè)品類或市場(chǎng)，建立自己品牌的競(jìng)爭(zhēng)優(yōu)勢(shì)，爭(zhēng)取利潤(rùn)最大化。通過(guò)了解市場(chǎng)需求的結(jié)構(gòu)，可以制定出具體而有針對(duì)性的商業(yè)計(jì)劃。有針對(duì)性的產(chǎn)品開(kāi)發(fā)有效的品牌和組合管理定制化的營(yíng)銷計(jì)劃有把握的訂價(jià)目的明確的渠道策略獲取和保留顧客的策略2市場(chǎng)細(xì)分的好處通過(guò)深入細(xì)致的了解一個(gè)品類或市場(chǎng)，建立自己品牌客戶可執(zhí)行回應(yīng)性好能夠接觸影響到穩(wěn)定，可重復(fù)規(guī)模足夠大成功的市場(chǎng)細(xì)分有哪些標(biāo)準(zhǔn)區(qū)分度高3客戶可執(zhí)行回應(yīng)性好能夠接觸影響到穩(wěn)定，可重復(fù)規(guī)模足夠大成功的市場(chǎng)細(xì)分的不同方法忠誠(chéng)度細(xì)分態(tài)度細(xì)分購(gòu)買因素直接需求行為/身份細(xì)分需求細(xì)分潛類需求

性別、年齡、地域購(gòu)買行為、渠道選擇及購(gòu)買量等

和品類相關(guān)的價(jià)值觀或個(gè)人看法態(tài)度決定行為

根據(jù)對(duì)于品牌的忠誠(chéng)程度細(xì)分用于開(kāi)發(fā)和保留客戶

對(duì)品類的外在重要需求

聯(lián)合分析，間接得出重要需求通過(guò)品牌偏好和屬性得分間接得出4市場(chǎng)細(xì)分的不同方法忠誠(chéng)度細(xì)分態(tài)度細(xì)分購(gòu)買因素直接需求行為/身

研究結(jié)果模擬Attitudinal/needsstatementsFactoranalysisFactor1Factor2Factor3Factor4Factor5ClusteranalysisCluster1（%）Cluster2（%）Cluster3（%）ProcedureIProcedureIIProcedureIII市場(chǎng)細(xì)分步驟FactorCluster類別判定：回歸分析、判別分析、CHAID等5研究結(jié)果模擬Attitudinal/needsstate什么是聚類分析？聚類分析（ClusterAnalysis）是根據(jù)事物（如消費(fèi)者、產(chǎn)品、品牌、品牌屬性）之間的相似性（Similarity）或同質(zhì)性（Homogeneity）將它們歸類分組的方法聚類分析的結(jié)果尋求的是組內(nèi)差異（Within-groupVariation）最小，組間差異（Between-groupVariation）最大聚類分析也是市場(chǎng)研究中最經(jīng)常使用的多元統(tǒng)計(jì)分析方法之一，它在有關(guān)市場(chǎng)細(xì)分研究中幾乎是必不可少的分析工具6什么是聚類分析？聚類分析（ClusterAnalysis）市場(chǎng)細(xì)分–聚類分析在2個(gè)維度上的3個(gè)群類...,在每個(gè)群類中各點(diǎn)之間的距離最小，而每個(gè)群類之間的距離最大。每一個(gè)點(diǎn)代表一個(gè)被訪者在某個(gè)特定維度上的評(píng)分（如功能性利益點(diǎn)、情感性利益點(diǎn)、消費(fèi)價(jià)值觀，等）7市場(chǎng)細(xì)分–聚類分析在2個(gè)維度上的3個(gè)群類...,每一案例1

中國(guó)家電市場(chǎng)細(xì)分

案例1

中國(guó)家電市場(chǎng)細(xì)分項(xiàng)目執(zhí)行步驟Step1:Qualitativeresearch

Mainpurpose:Toprovidethelanguageanditemsthatend-usersusetodescribetheirneeds(includingfunctionalbenefitsandemotionalrewards)Methodology:FGD,IDIStep2:ItemReductionMainpurpose:Toreducethenumberofitemsgeneratedfromqualitativeresearch.ThefinalitemsshouldbewithdiscriminationinbetweenMethodology:Internalstaffsurvey(n=60)andsurveyonconsumers(n=150)Step3:PilottestMainpurpose:Toprovideinputtothequestionnaire'sstructure,flowandlengthTopinpointanyproblemsthathavenotbeenvisibleToanalyzethedatatodeterminewhetheritisprovidingwhatwewantStep4:QuantitativeresearchMainpurpose:Togainmarketunderstanding,identifythemostmeaningfulandmostactionableneeds-basedmarketsegmentationTogaintheprofileofeachsegmentsMethodology:RandomSampling,F2Finterview(N=3280)9項(xiàng)目執(zhí)行步驟Step1:Qualitativerese語(yǔ)句生成和篩選定性研究產(chǎn)生：216個(gè)價(jià)值和需求語(yǔ)句206個(gè)冰箱類別需求語(yǔ)句

164個(gè)洗衣機(jī)類別需求語(yǔ)句

173個(gè)廚具類別需求語(yǔ)句留下：53個(gè)價(jià)值和公用需求語(yǔ)句25個(gè)冰箱類別需求語(yǔ)句

28個(gè)洗衣機(jī)類別需求語(yǔ)句

31個(gè)廚具類別需求語(yǔ)句語(yǔ)句篩選10語(yǔ)句生成和篩選定性研究產(chǎn)生：留下：語(yǔ)句篩選10語(yǔ)句篩選(ItemReduction)的統(tǒng)計(jì)學(xué)步驟第一步：首先，將那些對(duì)所有語(yǔ)句都打同樣分?jǐn)?shù)（如：1，3，6或10）的被訪者過(guò)濾掉。如果被訪者傾向于總打同一個(gè)分?jǐn)?shù)或者總打極端值（如：1或10），則可以過(guò)濾掉可以基于答案的標(biāo)準(zhǔn)差和極差過(guò)濾被訪者。此時(shí)沒(méi)有特定的過(guò)濾標(biāo)準(zhǔn)，但是根據(jù)經(jīng)驗(yàn)，當(dāng)極差小于3，或標(biāo)準(zhǔn)差小于1-1.5時(shí)，可以過(guò)濾掉此被訪者。第二步：分別計(jì)算被訪者對(duì)每條語(yǔ)句打分的均值、標(biāo)準(zhǔn)差、偏度和峰度，然后據(jù)此刪除語(yǔ)句。第三步：對(duì)語(yǔ)句做因子分析或聚類分析。對(duì)于存在的過(guò)多的意思完全相同的語(yǔ)句，需要進(jìn)行刪減。對(duì)于不包括在任何一個(gè)類別或維度中的句子，可參考定性的結(jié)果，決定是否刪除。第四步：那些獨(dú)立語(yǔ)句（即：不能進(jìn)入任何維度的語(yǔ)句）也不一定必須全部刪除。事實(shí)上，某些這種語(yǔ)句解釋了因子或維度不能解釋的內(nèi)容，因此必要的話應(yīng)該保留。11語(yǔ)句篩選(ItemReduction)的統(tǒng)計(jì)學(xué)步驟第一步：因子分析結(jié)果12因子分析結(jié)果12細(xì)分結(jié)果13細(xì)分結(jié)果13各細(xì)分的市場(chǎng)份額BaseN=3208放松解脫他人認(rèn)可關(guān)注健康只求最好簡(jiǎn)單實(shí)用新潮設(shè)計(jì)14各細(xì)分的市場(chǎng)份額BaseN=3208放松解脫他人認(rèn)可關(guān)注健各細(xì)分的描述各細(xì)分的描述Release放松解脫Demographics:MorelikelyinBeijing&WuhanAged22-40College/UniversitygraduatedHighfamilyincome(RMB2870)LargerhouseholdConsumerValues:FeaturesaremoreimportantthandesignToliveanunstrainedlifeIthinknothingismoreimportantthantimeKeyNeeds:FreemefromhouseholdchoresReleasemefromcleaningfrequentlyHelpmegetridofthetirednessMakemefeeltheproductservesmeLownoise16Release放松解脫Demographics:ConsRelease放松解脫Mrs.Chen,aged28,livesinBeijing.Sheandherhusbandarelivingwithherparents.Shegraduatedfromcollege,andnowisworkinginacompany.Evenwithhigherincome,shefeelsstressfromeverydaywork,soshetakeseveryopportunitytofreeherselffromworkingpressures.Becausesheisbusy,shedoesn’thavemuchtimetowatchTV,buttakessometimetoreadnewspapersandmagazines.Sheisinterestedinarticlesaboutentertainment,computers,science,technologyandalsoalittleaboutenvironmentalissues.Forhomeappliances,shecurrentlyhasanautomaticwashingmachineandshelikestheproductswithgoodfunctionalperformancetofreeherselffromboringchores.Shealsowantstopurchasecookingappliancesofthesamebrand–asetofstoveandhood.功能全，就不會(huì)讓我再操心！

Morefeatureswillmakemefeeleasy17Release放松解脫Mrs.Chen,aged28LifeofRecognition他人認(rèn)可Demographics:HousewifeAged41-50LowfamilyandpersonalincomeEmployee3membersinfamilyConsumerValues:Icareaboutother’spraiseIliketoshowmysuccessIliketobedifferentfromothersIneedmodern/fashionableproductsThetrifleinlifeisalsoakindofjoyKeyNeeds:MakemefeelhonourableMakemeadmiredbyothersMakemefeelI’msuperiortoothersMakemefeelfashionableReflectionofgoodlifequality18LifeofRecognition他人認(rèn)可DemogrLifeofRecognition他人認(rèn)可Mrs.Sunis43yeasold.Sheisworkinginadepartmentstoreasasalesperson.Herhusbandisacompanyemployee,andtheirsonisahighschoolstudent.Themonthlyincomeforthisfamilyisrelativelylow,aroundRMB2600.Asahousewife,shespendsalotoftimedoinghousework,suchascleaningtherefrigerator.Duringherfreetime,shewatchesTV,readsnewspapersandmagazinesforleisure.Sheismoreinterestedinprogramsorarticlesaboutlife,cooking,shoppingguides,moviesanddramas.Shealsoreadsalittleaboutfashionandhomeappliances,becauseshedoesn’twanttofallbehindherpeers.Forhomeappliances,shewantsproductsthatreflectgoodlifequality,sosheintendstobuyarefrigeratorwithlargecapacity.Shealsowantstoupdateherolddouble-drumwashingmachinewiththelatestmodel.等有錢了咱也買個(gè)好點(diǎn)的，讓別人也看看。Ifhavemoremoney,Iwillbuyabetterone.19LifeofRecognition他人認(rèn)可Mrs.SCaringHealth關(guān)注健康Demographics:MorelikelyinGuangzhouHousewifeLivinginhigh-storeybuildingConsumerValues:Iwishtotakecareofthewholefamily’shealthineveryaspectIamapersonwhoseeksharmonyinlifeKeyNeeds:HelpmecareforothersMinimizethechancesofbecomingillReassuredaboutfamily’shealthStopmeworryingaboutgerms/bacteriaHelpbringordertomylife20CaringHealth關(guān)注健康DemographicsCaringHealth關(guān)注健康Mrs.Zhangis32yearsold.Sheislivinginahigh-storeybuildinginGuangzhouShehasbeenmarriedfor5yearsandhasachild.Shelovesherfamilysomuch,soshespendslotoftimeandenergyontakingcareofherfamilymembers.Shealwayskeepsherhomeverycleanandtidy,soastominimizethechancesofillnessandinfectionscausedbygermsandbacteria.Forhomeappliances,Ms.Zhangalwayschoosestheproductsthataremorehygienicandhealthy.Forexample,therefrigeratorshecurrentusesisaPanasonicanti-bacteria.Hernextwashingmachinewillbefront-loaded,becauseshethinksitismorehygienic.我處處關(guān)愛(ài)家人的健康。Iwishtotakecareofmyfamily’shealthineveryaspect.21CaringHealth關(guān)注健康Mrs.ZhangiSimplytheBest只求最好Demographics:HighereducationallevelHigherfamilyincome(RMB2720)ConsumerValues:UsethebestproductsratherthanbetteronesKeyNeeds:ThemostpowerfulavailableMakemefeelIhaveboughtthebest22SimplytheBest只求最好DemographMrs.Haois36yearsoldwithgoodeducationalbackground.Sheworksasaaccountantinalargecompany.Shelikestobuythebestgoodsonthemarket.ShespendslittletimewatchingTV,butisverykeenonreadingarticlesaboutfashionandgardendesign.Forhomeappliances,shesimplychoosestheproductswiththebestperformance,withoutworryingtoomuchaboutpriceorotheraspects.Sheusesahigh-endHaierandhasbeenusingitformanyyears.Shehasanautomaticwashingmachinewithverylargecapacity,andintendtobuyafrontloader.SimplytheBest只求最好我只選最好的.Iwouldsimplychoosethebest.23Mrs.Haois36yearsoldwithPragmaticSimplicity簡(jiǎn)單實(shí)用Demographics:SlightlymoreinBeijing3-4familymembersConsumerValues:EfficiencyisthemostimportanttomeIwishtoliveanunstrainedlifeIamapersonwhoseeksharmonyinlifeIshouldnotbetiedupwithhouseworkonweekendsKeyNeeds:ThemostpracticalproductsonthemarketTheeasiesttooperateTheeasiesttocleanTheeasiesttorepair24PragmaticSimplicity簡(jiǎn)單實(shí)用DemogPragmaticSimplicity簡(jiǎn)單實(shí)用MissHuanglivesinBeijing,sheisanemployeeinasmallcompany.Shewantstoliveanunstrainedlife.Shepaysmuchattentiontoefficiencyandwantstohavetimetoenjoylife.Shelikestoreadarticlesinmagazinesandnewspapersaboutentertainment,sports,arts,travelandmovies,soastomakeherlifecolourful.Forhomeappliances,shesimplywantstheproductsthataretheeasiesttorepair,operateandclean,withpracticaluse,astheseproductscansavelotsoftimeforher.Shecurrentlyusesalarge-capacityrefrigeratorandautomaticwashingmachine,becausetheseproductsaremorepracticalandconvenient.Forcookingappliances,shedoesn’tcareaboutwhetherthebrandsarethesameforstoveandhoods,aslongastheyareeasytouse.簡(jiǎn)單實(shí)用，幫助我從容享受生活Simplicityhelpsmeenjoylife25PragmaticSimplicity簡(jiǎn)單實(shí)用MissFreshDesign新潮設(shè)計(jì)Demographics:MorelikelyinShanghaiSlightskewtowardsmalesMiddlemanagementAged22-30ConsumerValues:DesignismoreimportantthanfeaturesIliketobedifferentfromothersIwishmakemyhomemodernIenjoymylifeKeyNeeds:GivemethefreshfeelingbythedesignGivemealookofbrand-newbythedesignSavespaceEnvironmentallyfriendly26FreshDesign新潮設(shè)計(jì)Demographics:FreshDesign新潮設(shè)計(jì)Mr.LiulivesinShanghai,andheis28yearsold.NowheworksinaITcompanyasclientmanager.Hehasahighmonthlyincomebutdoesn’twanttoshowsuccess.Helikestouse/purchasenovelproductstoshowhisuniquepersonality.Duringhisfreetime,helikesTVprogramsorreadingarticlesonfinance,realestate,cars,advertisingandcelebrities.Healsotakeseveryopportunitytoenjoylife.Forhomeappliances,thebrandslikeSimens,ElectroluxandSamsungaremoreattractivetohim,forthesebrandshavefreshdesigns.Heisnowusingdifferentbrandsforhisstoveandhoods,butheintendstoreplacethembysetproductnexttime.我希望能經(jīng)常使用具有不同外型的家電，讓我感覺(jué)新鮮Differentdesignsofhomeappliancesmakemefeelfresh27FreshDesign新潮設(shè)計(jì)Mr.Liulives各細(xì)分對(duì)品類的具體需求LifeofRecognitionCaringHealthSimplytheBestReleasePragmaticSimplicityFreshDesignHelpmemanagefoodsstorageKnowthefoodstoragesituationwithoutopeningthedoorEasytofindtheneededstuffsfromitNotmakefoodgobadforlongtimeMaketheinteriorsmellpureandfreshMaketheroomlookunitaryMakemefeelenergeticbytakingfreshfood

MakemyhomelookbeautifulBeeasytofindtheneededstuffsfromitMakemechangetheinteriorlayoutoftherefrigeratorfreelyMakemeclearlyknowthetemperaturestatus

NotmakefoodgobadforlongtimeMaketheinteriorsmellpureandfreshMakemefeelenergeticbytakingfreshfoodMakemeplacemanystuffsinbigsizeMakelittleeffortstothinkabouthowtousethespaceUseitwithoutrestric-tionsMakemeknowthefoodstoragesituationwithou