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Based on the industrial structure of market segmentationBased on the industrial structure is different from the current market segmentation market segmentation in marketing, although also includes the concept of market segmentation, but higher than the general concept of market segmentation to be wide. Enterprises in the process of developing Marketing strategy, often based on traditional market segmentation based on market segmentation rather than on the industrial structure. This would make it difficult for enterprises find their competitive edge, not keen to seize the opportunity to quickly train a core competitiveness. 1. based on the industrial structure of market segmentation Traditional market segments tend to focus on the value chain of Marketing activities, is concerned that buyers identify the different needs and buying behavior. Based on the industrial structure of market segments put the buyers purchasing behavior and various combination of cost behavior, these costs include both production costs, but also serve different buyers costs; this subdivision is to examine the process of the entire value chain activities reveals the attractiveness of different market segments in the industrial structure differences. Traditional market segmentation theory suggests that the market is posed by a large number of buyers, the buyer may be many ways in certain aspects, each has its different characteristics, which constitutes a demand in their respective levels, purchasing power, geographical location, buying preferences and purchasing habits, differences. The traditional goal of Marketing is the use of these features in any one or a few variables to segment the overall market and identify business target market. Industrial structure, market segmentation based on product categories and industries mainly to study all of the buyer, in order to identify their structure and value chain differences. As the buyer the difference way too much, only from the type of buyer, the buyers location and sales channels used to be refined in three areas. In other words, the product type, buyer types, sales channels, the buyers location of these four factors constitute the variables for market segmentation, any one or all of these variables can be defined and strategies appropriate market segments. Independently or in combination these four sub-variables, we can grasp the difference between producers and buyers. 1.the product type that is being produced or may produce an independent product type, but also including the provision of ancillary services. Product range can be divided in many ways, these divided into the industrial structure, or differences in the value chain and the resulting market segments. Classification of typical products include the following elements: physical size, price level, product characteristics, using the Technology or design, inputs, packaging, product performance, the elasticity of substitution, support services, bundled or not bundled for sale. 2.the buyer is the type of purchase or may purchase a particular industry, the ultimate buyer, the type of product. In order to identify the buyer market segments, we must examine the ultimate service industry, all of the different types of buyers to find significant differences in industrial structure or value chain. The buyer generally can be divided into two major industrial and commercial buyers and buyers of consumer goods categories, each type of factors that need to look at the different segments. The buyer of the business in general needs to consider the following factors: the buyer where the industry、the buyers competitive strategy, technological sophistication, vertical integration, policy makers, procurement process, scale, financial strength, ordering patterns. The buyer of consumer goods to be considered: Population distribution、state of mind or lifestyle、purchase intentions、 the family decision makers. 3.sales channel is already used or are likely to use to serve the ultimate buyers optional sales channels. Distribution channels are often used in the enterprise value chain and how to structure the existing vertical linkages with various effects. Channels may also reflect the significant cost drivers, such as the size of orders, Transportation size and delivery time. Definition of market segments, including the typical difference between channels: direct and distributor sales, direct mail and retail (or wholesale), distributors and retailers, the type, exclusive or non-exclusive sales agent. 4.the buyers location is defined as local, regional, national or group of countries. Geographical location can affect the buyers needs and services, the cost of the buyer, but also can affect customer requirements value chain. Location is also often on behalf of the buyer want the prod