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1、本科毕业设计(论文)外文中译文及原文院(系部)经济管理学院专业名称市场营销年级班级07-3班学生姓名杨思思指导教师曹锦文曹老师2011年6月13日BasedontheindustrialstructureofmarketsegmentationBasedontheindustrialstructureisdifferentfromthecurrentmarketsegmentationmarketsegmentationinmarketing,althoughalsoincludestheconceptofmark
2、etsegmentation,buthigherthanthegeneralconceptofmarketsegmentationtobewide.EnterprisesintheprocessofdevelopingMarketingstrategy,oftenbasedontraditionalmarketsegmentationbasedonmarketsegmentationratherthanontheindustrialstructure.Thiswouldmakeitdifficultforenter
3、prisesfindtheircompetitiveedge,notkeentoseizetheopportunitytoquicklytrainacorecompetitiveness. 1.basedontheindustrialstructureofmarketsegmentation TraditionalmarketsegmentstendtofocusonthevaluechainofMarketingactivities,isconcernedthatbuyersidentifythedi
4、fferentneedsandbuyingbehavior.Basedontheindustrialstructureofmarketsegmentsputthebuyer'spurchasingbehaviorandvariouscombinationofcostbehavior,thesecostsincludebothproductioncosts,butalsoservedifferentbuyer'scosts;thissubdivisionistoexaminetheprocessoftheentire
5、valuechainactivitiesrevealstheattractivenessofdifferentmarketsegmentsintheindustrialstructuredifferences. Traditionalmarketsegmentationtheorysuggeststhatthemarketisposedbyalargenumberofbuyers,thebuyermaybemanywaysincertainaspects,eachhasitsdifferentcharacte
6、ristics,whichconstitutesademandintheirrespectivelevels,purchasingpower,geographicallocation,buyingpreferencesandpurchasinghabits,differences.ThetraditionalgoalofMarketingistheuseofthesefeaturesinanyoneorafewvariablestosegmenttheoverallmarketandidentifybusiness
7、targetmarket. Industrialstructure,marketsegmentationbasedonproductcategoriesandindustriesmainlytostudyallofthebuyer,inordertoidentifytheirstructureandvaluechaindifferences.Asthebuyerthedifferencewaytoomuch,onlyfromthetypeofbuyer,thebuyer'slocationandsalesch
8、annelsusedtoberefinedinthreeareas.Inotherwords,theproducttype,buyertypes,saleschannels,thebuyer'slocationofthesefourfactorsconstitutethevariablesformarketsegmentation,anyoneorallof