浅议观念与市场细分

在竞争激烈的市场上，拥有消费者是第一重要的。营销成为市场化的必然，“细分”市场到选定“目标”市场也成为毫不牵强的题中之义。众所周知：购买的发生取决于两个因素：一是有支付能力，二是购买欲望。前者受收入总水平的影响，后者取决于购买心理和购买动机。而“欲望”的最终形成，影响之权数较大的便是购买者的“观念”。而观念是可以“细分”的：包括大观念、小观念，产品、价格、时间、地点等等观念。所以，营销不仅仅在于对“需求”的细分，还存在于对“观念”的细分！因此，对于消费者观念的开发已成为营销的一项重要内容，寻找具体相似特征的“观念细分区”成为营销活动的前提性工作。

Concept and Market Segmentation

It is important to be best at understanding consumers' needs and to find solution that delights thern in the dog eat-dog market. Marketing including market segmentation and market targeting is all pervasive. It is a common knowledge that the purchasing wants depend on many elements,one of which is psychology and motivation. The most important factor influencing the consumer wants is concept. And concept can be classified into groups,such as product .price,time,place etc. So market segmentation is not only the process of classifying customers into groups with different needs,but also with con sumers' concept.