市场细分的新取向——基于消费者敏感与品牌情感二纬结构模型

传统的市场细分方法如今很难再适应当今市场趋势和深刻刻画消费者心理行为特征，为此文章首次创造性地将消费者敏感与品牌情感相结合建构出新市场细分模型，其中消费者敏感包括品牌敏感和价格敏感两个纬度，品牌情感包括真有之情和应有之情两个纬度。根据指标值的高低，模型将市场细分为“身份工程、价值工程、关系工程和利益工程”四种类型。针对这四种市场细分类型，文章界定了其内涵并提出了建设性营销对策，这对企业的营销管理具有重要意义。

The Two Latitude Structure Model of Consumer Sensitivity and Brand Emotion: New Market Segmentation Prientation

The traditional method of market segmentation is hardly adapting to the nowadays market state and depicting the consumer mental and behavior characteristics. So this paper first creatively combines the consumer sensitivity with brand emotion to construct the new market segmentation model, of which the consumer Sensitivity includes the brand sensitivity and price sensitivity, brand emotion includes the truly emotion and due emotion. The model segments the marketing to four types of ＂identity project,value project,relationship project and benefit project＂ based on the targeted value. The paper gives the definitions and constructive marketing measures, which have a essential significance for the marketing and management of enterprise.