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STP营销方式,教你做好市场定位与网站营销! - 建站知识 - 上线了sxl.cn不知道你是否还记得在《速度与激情》系列电影中反复出现的汽车品牌?是否记得多部电影中风驰电掣的奥迪TT跑车?
试想下,如果奥迪车在市场中的品牌定位和品牌细分与热血、激情和科技有些不同,例如仅仅定位成大家都可以开的通勤车,你觉得它还会成为电影中热血万分的精神象征吗?这就是市场定位的重要性!今天,本文即将介绍关于市场定位的方法——STP营销策略的相应内容,帮助你做好市场营销。
摘要:
- 基本知识:STP是什么?
- S (Segmentation) 市场区隔:各个市场都有什么不同?
- T (Targeting) 目标市场:你该如何定义你的目标客群?
- P (Positioning) 定位:怎样才能完成定位,站稳脚跟?
一.基本知识:STP是什么?
什么是STP营销呢?相信不少朋友都不太了解这个问题。S、T、P是英文中的三个缩写,分别代表了Segmentation、Targeting和Positioning。翻译成中文分别意为市场区隔、目标市场和品牌定位。
STP营销的具体执行往往分三步。首先,你需要将市场区分开来,选择自己的那道菜。第二步,你要进行具体市场细分,选择和自己品牌调性符合、机遇多的次级市场。第三步,也就是定位,需要根据你的选择和市场调查对你自己的品牌进行调整,以更好适应市场竞争。
往往STP的末端体现在你的品牌形象上。例如官方网站、VI手册、产品包装、整体印象等等。特别是官方网站的建设,一定要注意STP营销的相关策略。因为官方网站是对外展示的重要窗口。这里有很多「上线了sxl.cn」用户制作的STP营销网站案例,你可以参考学习。
点击这里,无需任何技术,快速制作自己的营销网站!
二.S (Segmentation) 市场区隔:各个市场都有什么不同?
市场区隔的意思即为将市场分割开,然后进行下一步的分析和选择。这也是整个STP营销策略中不可缺少的一部分。只有将整个市场进行区分,你才能为市场分析和营销策略制定提供一个良好的条件。
该怎样进行市场区隔的STP分析呢?举个例子,选择一个市场区隔因素后,你可以通过统计你之前的客户群体的年龄进行STP营销策略分析。例如,你的产品80%的客户来自50-69岁之间,那么,老年人就是一个你得到的市场区隔。
除此之外,还有以下市场区隔因素可以进行考察:性别、收入、婚姻状况、职业、语言、生活习惯、爱好等等。
收集消费者的资料在这一步中非常重要,你可以使用「上线了」建立一个企业网站,通过网站的“粉丝运营”功能来了解客户意向;或者在上线了网站中添加“自定义表单”版块,来调查粉丝的消费意向。
点击这里免费建设自己的网站,开始你的STP分析!
三.T (Targeting) 目标市场:你该如何定义你的目标客户?
进行市场区隔之后,你就需要确定你的目标市场了。在营销策略之中,定义你的目标客户群体好比选择菜单上自己喜欢的那道菜。如果没选上或者是选得不好,那就很不利了。定义自己的目标市场需要问清楚自己几个问题:
- 我为什么想要选择这块目标市场?
- 我选择这块目标市场之后,又该怎样操作?
- 这块目标市场究竟有没有可行性?
- 这块市场和别的市场有什么不同?
- 选择这个STP市场是否符合自己的品牌调性?
通过以上几个问题,你可以确定自己对于这块市场的可行性,并将自己的品牌调性更为清晰地展现开来。因此,你在进行STP分析的时候一定要注意相关的问题,不要让自己拍脑壳就随随便便决定了。
四.P (Positioning) 定位:怎样才能完成定位,站稳脚跟?
STP营销的目的,就是对你的品牌进行市场定位。因此,定位在整个STP分析的过程中举足轻重。你的产品究竟在市场定位中有什么样的表现?只有确定这一点,才能通过差异和别的竞争对手区分开来,站稳脚跟。如果你想了解如何追踪营销效果,点击这里可以了解utm的相关知识。
你可以问问自己以下几个问题来进行区分,找到自身定位:
- 我的产品现在在产品生命周期的哪个阶段?
- 我的品牌定位与品牌价值是什么?
- 我想制定怎样的营销策略?
- 我与竞争对手间的差异?
如果你想要细化自己的品牌定位,那么建立一个品牌官方网站会很有用,你还可以在「上线了sxl.cn」网站中添加社交媒体链接,积攒私域流量,在不同社交平台与粉丝互动,了解他们的意向,从而细分品牌定位。
以上就是关于STP分析的相应内容了。总之,使用「上线了」来做营销网站、市场分析,可以成为你事业路上的好帮手!
「上线了sxl.cn」是一个专注自助建站与小程序开发的SaaS平台,针对众多行业提供多套小程序模板,目前已经帮助三百多万没有技术和设计基础的用户,通过上线了一键生成网站或小程序,快速建立品牌、获取客户、经营生意。2019年8月入选腾讯SaaS加速器首期成员。
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