在1994 年時Kotler 的研究認為現代策略性行銷的核心就是所謂的STP 行銷 (segmentation, targeting, and positioning)亦即區隔目標及定位。在行銷實務上,市場區隔 化是實施目標行銷(Target marketing)的基礎。我們可以依據消費者的消費習慣及使用 需求,將廣大且複雜的市場切割出幾個同質性高、有相同消費習性的群體,任其中兩個 群體均有不同的偏好,因此將可以選定一群體成為特定行銷組合所適用的目標市場。 本研究以高爾夫球動作指導器材為例,以六個生活型態因素(玩樂優先、效率優先、 保守安穩、價格優先、流行品味以及細心穩定等因素),從高爾夫球消費群中,找出適 當的四個區隔群體(注重計價玩樂型、態度中庸型、效率雅痞型以及穩重保守型),並以 人口統計變數、消費者使用行為、購買行為以及高爾夫球運動需求,描繪各個集群特色, 然後以卡分析及多變量分析針對上述區隔市場進行需求差異及購買意願分析。 最後依分析之結果列出各集群需求及未來設計重點。研究結果顯示,不同的消費族 群,對於高爾夫球需求也有所不同,因此在新產品未來之行銷,可以根據不同區隔消費 者,提出不同的行銷策略。
In 1994 a study of Kolter, the heart of modern strategic marketing can be described as STP marketing, segmentation, targeting, and positioning. On the application of marketing, the fundamation of target marketing is marketing segment.We can according to customer consume habitual behavior and using requires, segmenting several group of homogeneous and the smiliar consume behavior. So that within-segment homogeneity and across-segment heterogeneity provides a common ground for targeted marketing. The research, we use six lifestyle factors to group consumers into four clusters, which are described by demographic and consumer behavior variables. Next, we use the results from these previous steps and analyze consumer requirements using chi-square analysis and manova analysis. The results show that the market of the Golf movement teaching instrument should be divided into four different segments in which each of these segments have a different requirement to suit different groups of the customers.Therefor, the sale in the future, we can according to different segment customer, providing different marketing strategic.