酒店市場營銷調(diào)查分析戰(zhàn)略，目標(biāo)市場定位的內(nèi)涵和意義
目標(biāo)市場定位是市場營銷的一項(xiàng)重要的內(nèi)容。目標(biāo)市場定位要求營銷人員在對企業(yè)內(nèi)外營銷環(huán)境予以準(zhǔn)確地調(diào)查分析，并有效地利用各種資源的基礎(chǔ)上，從整體市場中劃分若干個細(xì)分市場，從中找出主要的細(xì)分市場，選定其中的一個或幾個作為本企業(yè)的目標(biāo)市場。
目標(biāo)市場定位的準(zhǔn)確與否，對企業(yè)把握經(jīng)營機(jī)遇，選擇
市場營銷策略，對新企業(yè)生存或新產(chǎn)品開發(fā)成功有極其重要的意義。
第一，目標(biāo)市場定位能突出需求差異，有助于企業(yè)選擇市場。
由于消費(fèi)者需求的多樣性和企業(yè)營銷能力的局限性這一對矛盾，并且又存在著整體市場需求的差異性和細(xì)分市場需求的相似性，市場的需求多種多樣。任何一個企業(yè)都不可能滿足市場的一切需要。企業(yè)應(yīng)把需求大體相似的消費(fèi)者劃歸同一群體，從而以相應(yīng)的商品和服務(wù)去滿足該群體消費(fèi)者的特殊需求。
第二，目標(biāo)市場定位是制定營銷策略的依據(jù)和前提。
目標(biāo)市場定位直接關(guān)系到市場營銷組合的決策，而市場營銷組合（產(chǎn)品、價格、渠道、促銷）是企業(yè)為滿足實(shí)施市場戰(zhàn)略的需要，綜合運(yùn)用各種可能的營銷策略目標(biāo)，從而使企業(yè)獲得最佳效益。
第三，目標(biāo)市場定位能突出經(jīng)營特色，有助于企業(yè)形成競爭優(yōu)勢。
目標(biāo)市場，就是企業(yè)通過市場細(xì)分，被企業(yè)所選定的，準(zhǔn)備以相應(yīng)的產(chǎn)品和服務(wù)去滿足現(xiàn)實(shí)的或潛在的消費(fèi)需求而開拓的特定市場，也就是企業(yè)作為目標(biāo)，為了服務(wù)的顧客群。把整個市場按其相似性分成幾個分市場。以選擇企業(yè)的對象市場，或者是根據(jù)消費(fèi)者的需要和自身情況，為某一種產(chǎn)品在市場上確定一耳光明確的、區(qū)別于競爭者產(chǎn)品的、符合消費(fèi)者特殊需要的位置，也就能使企業(yè)形成競爭優(yōu)勢，為某一種產(chǎn)品創(chuàng)造一定的特色，樹立良好的企業(yè)形象，以滿足消費(fèi)者特殊需要和偏愛。所確定企業(yè)產(chǎn)品在目標(biāo)市場的位置，就是目標(biāo)市場的定位。
Hotel marketing survey analysis of the meaning and significance of strategy, target markets, positioning
The target market is an important element of marketing. The target market requires marketing personnel in the corporate internal and external marketing environment be accurate investigation and analysis, and effective use of various resources on the basis of the overall market
In the division of a number of market segments, to find out the major market segments, and the selected one or as the companies target market.
Target market positioning, accurate or not, grasp the business opportunities of the enterprise to select the marketing strategy, success is extremely important to the survival of new businesses or new product development.
First, the target market to highlight the demand difference, to help companies select markets.
Due to the diversity of consumer demand and corporate marketing capacity limitations of this contradiction, and the similarity of the overall differences in market demand and market segments, demand, variety of market demand. Any business
Can not meet market needs. Enterprises should be classified broadly similar needs of consumers in the same group, the corresponding goods and services to meet the special needs of this group of consumers.
Second, the target market is the basis and prerequisite for the development of marketing strategy.
Target market is directly related to the decision-making of the marketing mix, marketing mix (product, price, channel, promotion) is a marketing strategy to meet the needs of the implementation of market strategy, integrated use of all possible target
, Allowing companies to get the best benefits.
Third, the target market to highlight the operating characteristics, and help enterprises to create competitive advantage.
Target market is through market segmentation, the companies selected, ready to open include market-specific products and services to meet the actual or potential consumer demand, which is the enterprise as a target, in order to serve
Customer base. Market as a whole according to their similarity is divided into several sub-markets. Choosing a business object market, according to the needs of consumers and their own situation, for a particular product on the market to determine a clear slap in the face to distinguish it from competing
Contention by product, in line with the position of consumers with special needs, will enable businesses to create competitive advantage and create a product with certain characteristics, and establish a good corporate image, to meet the needs of consumers with special needs and preferences. Determine prices by
The location of industry in the target market is the target market positioning.
