phân đoạn thị trường xác định thị trường mục tiêu và định vị trên thị trường

CHUYÊN ĐỀ 4
PHÂN ĐOẠN THỊ TRƯỜNG- XÁC ĐỊNH
THỊ TRƯỜNG MỤC TIÊU VÀ ĐỊNH VỊ
TRÊN THỊ TRƯỜNG!

!∀


#∃%∀&∋()∀∀
!∗  +,−(∀./0(∀1,2∀1345()∀
6∗  789∀.2(,∀1,2∀1345()∀:;9∀<=∋∀
>∗  ?2(,∀≅2∀13=(∀1,2∀1345()∀

6∀


∀#∀!∃%&%!∋()∗!+,(∗∃!−.#!+,/∗0!102∗!
∋()∗!+03!+,45∗∃!67!∋3∗0!63!89∗!10:;!!!
!!8>!;?≅ΑΒΧ∆Ε!8ΒΕΦΒ∆Γ?ΧΗ∆!
∀∀∀∀∀∀Α+,−(∀./0(∀1,2∀1345()Β∀∀

!8!
!!+>!;?≅ΑΒΧ∆Ε!+?≅ΕΒΧ∆Ε!
∀∀∀∀∀∀ΑΧ∆Ε∀9,Φ(∀1,2∀1345()∀:;9∀<=∋Β∀∀
!!1>!;?≅ΑΒΧ∆Ε!1ΗΙϑΧΗ∆ϑ∆Ε!
∀∀∀∀∀∀Α?2(,∀≅2∀1,2∀1345()∀:;9∀<=∋Β∀
>∀


∀#∀!∃%&%!∋()∗!+,(∗∃!−.#!+,/∗0!102∗!∋()∗!+03!+,45∗∃!67!

∋3∗0!63!89∗!10:;!!
κΛ!!1ΡΝΓ!Γ≅ϑφ∆!ΟΡϑγ∆!]ΖηΟ!Φ?≅ΑΒΧ∆Ε!Φϑλ!
ΟΡΗ!Γϕ∆Ε!ΠΗΞ∆!ΓΡΘ!Γ≅Ζ[∆Ε!

∋Θ∆Ρ!ιΘ!Γ≅Σ∆!
ΓΡΘ!Γ≅Ζ[∆Ε!

εΛ!!1ΡΝΓ!Γ≅ϑφ∆!ΟΡϑγ∆!]ΖηΟ!ΠΘ∆Ρ!ιΘ!ΟΡΗ!
Γϕ∆Ε!ΠΗΞ∆!ΓΡΘ!Γ≅Ζ[∆Ε!

βΛ!!∀Ρχ∆!ΓΡΘ!Γ≅Ζ[∆Ε!ΦδΟ!ΧΣΤ!

µν?!ΟΡχ∆!ΓΡΘ!
Γ≅Ζ[∆Ε!ΦδΟ!ΧΣΤ!
∴Λ!!∋Η!]Ζ[∆Ε!ΦΥΟ!Ρ⊥ς!_∆!Οα?!ΟΝΟ!
ΠΗΞ∆!ΓΡΘ!Γ≅Ζ[∆Ε!
ΨΛ!!1ΡΩ∆!ΠΗΞ∆!ΓΡΘ!Γ≅Ζ[∆Ε!

1ΡΩ∆!ΠΗΞ∆!ΓΡΘ!Γ≅Ζ[∆Ε!
ΚΛ!!ΜΝΟ!ΠΘ∆Ρ!ΧΣΤ!ΓΡΥΟ!ςΡΩ∆!ΠΗΞ∆!


Κ>!1ΡΩ∆!ΠΗΞ∆!ΓΡΘ!Γ≅Ζ[∆Ε!
!!
!ο;?≅ΑΒΧ∆Ε!8ΒΕΦΒ∆Γ?ΧΗ∆π!!

Γ∀


102∗!∋()∗!+03!+,45∗∃!

ο;?≅ΑΒΧ∆Ε!8ΒΕΦΒ∆Γ?ΧΗ∆π!!
∀ +,−(∀ ./0(∀ 1,2∀ 1345()∀ Ιϑ∀ ΚΛ∀ 1,∋Μ1∀

ΟΡϑ?! ΓΡΘ! Γ≅Ζ[∆Ε! 1,ϑ(,∀ (,Ν()∀
./0(Ο∀(,Π:∀Κ,89,∀,ϑ()∀Κ,89∀(,Ε∋∀

_ν?!Γ≅Σ∆!Οθ!Ιρ!Ιν!ΑΡΝΟ!σϑτΓ!
≅Θ∀ (,∋∀ 9Ρ∋Ο∀ ΣΤ∀ 1,Υ9,∀ ,Ες∀ :∃1∀ .Ω9∀
.%Ξ:∀(,Ψ1∀.2(,∀(ϑ/∀.Π∗∀

Η∀


Tiêu thức phân đoạn nào là hiệu quả nhất?
∋Θ?!]υ!
6†∆Εξ!]}∆Ρ!ΓΡωξ!ΓΡ€∆Ρ!ςΡξ!
∆‡∆Ε!ΓΡ‡∆!
!

∗ΡΩ∆!ΑΡϖΤ!ΡχΟ!
+Τωϑξ!Εϑψϑ!ζ∆Ρξ!ΓΡΤ!∆Ρ{ςξ!Εϑ?!Π|∆Ρξ!
ΡχΟ!ι⊥∆!

+ΩΦ!]υ!
∋Θ?!ιΘ!λ}!Ρ∼ϑξ!]ϑ!Ι∆Εξ!ζ∆Ρ!ΟΝΟΡ!

0€∆Ρ!ιϑ!0!
ΦΥΟ!Π∼!Ι‚!_δ∆Ε!Ιƒ∆!ςΡϖΦξ!ΟΝΟ!
]ηϑ!„ΟΡ!0!…Φ!ΑϑγΦξ!ΦΥΟ!Π∼!Ζ?!
ΓΡ„ΟΡ!∆Ρ}∆!ΡϑτΤ!

Ψ>!µν?!ΟΡχ∆!ΓΡΘ!Γ≅Ζ[∆Ε!ΦδΟ!ΧΣΤ!
!ο;?≅ΑΒΧ∆Ε!+?≅ΕΒΧ∆ΕπΛ!!

Ζ∀


µˆ&!∀0‰∗!+03!+,45∗∃!;Š∀!+%‹.!
ο;?≅ΑΒΧ∆Ε!+?≅ΕΒΧ∆Επ!!
!

! ! ! ! ∀#∃! %&∋()∗! +,−! ./0! %12! #32! −45! +6%! #57!
+6%! 89! :;<)! %#∃! %&∋()∗! +=! )∗>)! #=)∗! ?≅5!
−#Α)!:Β!%12!%&0)∗!2#,−!Χ,∆!

[∀


µˆ&!∀0‰∗!+03!+,45∗∃!;Š∀!+%‹.!
ο;?≅ΑΒΧ∆Ε!+?≅ΕΒΧ∆Επ!!
!

∀ΝΟ!ό∆!ΟΥ!]ν?!ΟΡχ∆>!∴!ό∆!ΟΥ!ΟΡ„∆Ρ!

 −ԍ!Φ‡!ι€!ΓΟ!Π∼!Ì∆Ε!Γ≅Ζρ∆Ε!Οα?!ΓΡΘ!Γ≅Ζ[∆Ε∀
 +„∆Ρ!Ρ⊥ς!_∆!Οα?!ΟΝΟ!ΠΗΞ∆!ΓΡΘ!Γ≅Ζ[∆Ε!
 Ρƒ!∆Œ∆Εξ!∆ΕԎ∆!]νΟ!Οα?!∆ΕΩ∆!Ρ€∆Ε!
∀
∀

!∴∀


∀#∀!104∗∃!#∗!µˆ&!∀0‰∗!!
+03!+,45∗∃!;Š∀!+%‹.!

•  ]Μ⊥∀13∋()∀≅ϑ/∀:∃1∀./0(∀1,2∀1345()∀&∋ς∀(,Ψ1∀
•  _,∋ς=(∀:(∀,ΠΕ∀1,α/∀1,2∀1345()∀ΑΚ,89,∀,ϑ()Β∀
•  _,∋ς=(∀:(∀,ΠΕ∀1,α/∀Σβ(∀⊥,χ:∀&29,∀≅;∀
•  _,∋ς=(∀:(∀,ΠΕ∀1,α/∀1∋ςΞ(∀9,Φ(∀
•  δΕ/∀⊥,ε∀1/ϑ(∀φ∃∀1,2∀1345()∀

!!∀


∴>!∋Θ∆Ρ!ιΘ!ΓΡΖθ∆Ε!ΡϑτΤ!Γ≅Σ∆!ΓΡΘ!Γ≅Ζ[∆Ε!
ΦδΟ!ΧΣΤ!
ο;?≅ΑΒΧ∆Ε!1ΗΙϑΧΗ∆ϑ∆Επ!

!6∀


?2(,∀≅2∀13=(∀1,2∀1345()∀
•  ?2(,∀≅2∀Κ,()∀⊥,β%∀Ιϑ∀≅%γ9∀φ0(∀Ιϑ:∀)η∀≅ι%∀Σβ(∀
⊥,χ:Ο∀:ϑ∀Ιϑ∀φ0(∀Ιϑ:∀)η∀≅ι%∀1−:∀13Υ∀9εΕ∀Κ,89,∀
,ϑ()∀:;9∀<=∋∀ΑϕΙ∀κ%αΣ∀Ε(&∀λΕ9Κ∀]3/∋1Ο∀![µ6Β∀

!>∀

ο,8%∀(%γ:∀.2(,∀≅2!
∀Ε∃)#!Χ∃!%#∃!%&∋()∗!?=!ΧΦΓ−!%#ΦΗ%!ΙΗ!
8ϑ)! 2#Κ+! Χ=! #Λ)#! ϑ)#! −45! )∗>)!
#=)∗!85;!−#;!%#∃!%&∋()∗!+,−!./0!
#ΦΒ0!:∋3−!Χ=!:Μ)#!∗ΦΜ!−5;!)#Ν)∗!
∗Λ! )∗>)! #=)∗! %#Β! #ΦΓ)! 8;! ΧΟΦ! −Μ−!
:9Φ!%#4!−<)#!%&5)#!−45!)Π∆!!
∀
∀!∀#∃%&∃∋(%)∗+(,%(−.)%/0%12%(,3(%−2(,%4−5∀%
)67%∗∋%/89:%;<%=−>:%?∀≅)%Α2%Β∃Χ%(−.)%)∗7(,%
)3∆%)∗Ε%:Φ∋%=−>:−%−2(,Γ%
∀

!ν∀


_,%π(∀Ι4θ9∀.2(,∀≅2∀
•  _,%π(∀Ι4θ9∀.2(,∀≅2∀Ιϑ∀≅%γ9∀()−(∀,ϑ()∀3Ε∀ρ∋ςπ1∀.2(,∀
Ι∆Ε∀9,Φ(∀1,2∀1345()∀:;9∀<=∋Ο∀(σ%∀:ϑ∀()−(∀,ϑ()∀Στ∀
90(,∀13Ε(,Ο∀≅ϑ∀Ι∆Ε∀9,Φ(∀989∀Ιθ%∀1,π∀Κ,89∀φ%γ1Ο∀9,Υ(,∀Ιϑ∀
989,∀1,υ9∀.Ξ∀()−(∀,ϑ()∀90(,∀13Ε(,∗∀Α+α1α3∀ϖ/ςΙαΒ∀
•  _89∀(,ϑ∀:Ε3Κα<()∀Στ∀⊥,β%∀⊥,−(∀ω9,∀≅2∀1,π∀90(,∀
13Ε(,∀,%γ(∀10%∀9εΕ∀989∀.ξ%∀1,ε∀90(,∀13Ε(,∀13/()∀1−:∀
13Υ∀9εΕ∀Κ,89,∀,ϑ()∀:;9∀<=∋∀≅ϑ∀1,∆9∀,%γ(∀989∀9()∀
≅%γ9∀9Ρ(∀1,%π1∀.Ξ∀10/∀3Ε∀:∃1∀≅2∀13Υ∀.∃9∀.8/∀≅ϑ∀,%γ∋∀ρ∋β∀

!Γ∀


∀0%‘∗!µ4’∀!∋3∗0!63!+,‹∗!!

+03!+,45∗∃!;Š∀!+%‹.!
!∀ΝΟ!ΟΡϑγ∆!]ΖηΟ!ΠΘ∆Ρ!ιΘ!ςΡƒϑ!ΠƒΦ!σƒΗ!ΟΝΟ!ΠϑΤ!Αϑτ∆!Ι?Τ>!
•  Η67%∗∋%/89:%;<%=−>:%?∀≅)%Α2%)−Ι(,%(−.)%1ψ∀Ιζ9∀φ{1∀
.Ρ∋∀.π(∀Κ,%∀Κπ1∀1,ζ9∀9,%π(∀Ι4θ9∗∀
•  ϑ−∀Κ(%189:%1∀Λ(%)Μ:%Α2%/Ν(,%?Ο%1ψ∀,η(,∀β(,Ο∀1,%π1∀ΚπΟ∀
)%8∀9βΟ∀⊥,−(∀⊥,ξ%∀Σβ(∀⊥,χ:Ο|∗∀
•  ϑ−∀Κ(%189:%4−5∀%/Φ%Β2∀%.Ξ∀9Π∀,%γ∋∀ρ∋β}∀1,45()∀1ξ1∀
(,Ψ1∀Ιϑ∀>∀(∼:∗∀∀

!Η∀


!∀#∀!“4”∀!∋3∗0!63!+04∗∃!0%•.!∗∃2∗!07∗∃!
•  “ΖψΟ!Κ}∀+,−(∀ω9,∀Κ,89,∀,ϑ()∀:;9∀<=∋∀
•  “ΖψΟ!Ψ>!+,−(∀ω9,∀.ξ%∀1,ε∀90(,∀13Ε(,∀
•  “ΖψΟ! ∴>! ]0/∀ .4θ9∀ Σ∆∀ Κ,89∀ φ%γ1∀ Α9Π∀ 1,Ξ∀ Τ∀ Σβ(∀ ⊥,χ:Ο∀ &29,∀ ≅;Ο∀
(,−(∀Σ∆Ο∀,η(,∀β(,Ο|1Π:∀Ι0%∀9Π∀1,Ξ∀Ιϑ∀φΨ1∀Κ∀:∃1∀Σ∆∀Κ,89∀φ%γ1∀
(ϑ/Β∀
•  “ΖψΟ!β}∀Χ∆Ε∀9,Φ(∀(,Ν()∀Κ,89∀φ%γ1∀ρ∋Ε(∀13Φ()∀(,Ψ1∀1ι%∀Κ,89,∀
,ϑ()∀:;9∀<=∋∀ΑΘΡΣ!Τ!Θ)ΦΥ0ς!Ρς??Φ)∗!Σ&;2;8Φ.;)Β∀∀
•  “ΖψΟ! ε>! ],%π1∀ Κπ∀ 9,4σ()∀ 13η(,∀ €Ε3Κα<()∀ ,(∀ ,θ⊥Ο∀ 1/ϑ(∀ &%γ(∀
≅ϑ∀ .Ρς∀ .ε∀ .Ξ∀ 1,2∀ 1345()∀ 9Π∀ 1,Ξ∀ ⊥,−(∀ φ%γ1∀ ‚ƒ+∀ 9εΕ∀ ()−(∀ ,ϑ()∀
≅ι%∀989∀.ξ%∀1,ε∀90(,∀13Ε(,∀Κ,89∗∀
!µ∀


]8%∀.2(,∀≅2∀1,4σ()∀,%γ∋∀
•  Tái định vị
(Repositioning), hiểu
đơn giản là thay đổi

định vị thương hiệu
trong bối cảnh mới∀

!Ζ∀


„∋ς∀13η(,∀18%∀.2(,∀≅2∀
•  +,−(∀ω9,∀≅2∀13Υ∀,%γ(∀10%∀9εΕ∀1,4σ()∀,%γ∋∀13=(∀
1,2∀1345()∀≅ϑ∀13/()∀1−:∀13Υ∀Κ,89,∀,ϑ()∀
•  789∀.2(,∀989∀:;9∀<=∋∀9εΕ∀18%∀.2(,∀≅2∀
•  7−ς∀&∆()∀9,%π(∀Ι4θ9∀18%∀.2(,∀≅2∀
•  €0(,∀1Ες∀1,∆9∀,%γ(∀9,%π(∀Ι4θ9∀
•  ?…()∀φ∃∀13/()∀989∀ρ∋ςπ1∀.2(,∀Ι%=(∀ρ∋Ε(∀1ι%∀18%∀
.2(,∀≅2∀

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