市场营销策略(中译英).docVIP

第四章 市场营销策略 第一节 目标市场策略(注：图表不好复制和翻译，所以就省略了) 一、市场细分 （一）消费者消费习惯 Chapter 4 Marketing Strategies quarter one： target market strategy 一 The market subdivides （ 一 ） consumer spending habits Restaurant, the store, snack shop 细分市场中： 1、酒吧所占的市场最大，并且与其他竞争者的差距明显；其次为咖啡吧。 南宁市的咖啡吧行业正日趋成熟，也将会是一个强有力的竞争对手，从而进一步的瓜分市场份额。 2、茶吧和醋吧的消费者的市场份额较为接近，但两者的消费群体却不大至相同。 3、该行业的市场竞争中，还有一小部分的市场份额被一些零散型竞争者所占据，主要为超市的饮品规、小型的餐饮店等。(错字!HOHO) 4、从右图可以看出：消费者倾向于去饮品屋，在消费饮料的同时解决商务，社会关系等问题，醋吧成为首选佳境。 Into the market ： 1.The bars hold a larger majority of the market, compare with other competitors ,the gap is obvious ；Second is coffee shop. Nannings coffee industry is ripe; it will become a strong competition, thus further share the market share. 2. Tea and vinegar on the consumer market share more, but the consumer groups have not much to the same. 3. From the market competition, there is a small part of the market share which was occupied by the fragmented competitor. The chief competitors are drink of market or small restaurants, etc. 4. And from the right picture can be seen that ： consumers tend to go to drink in the house, and do business or deal with social relationship during the drinking time, so vinegar bar is the best choice. （二）消费者偏好 （ 二 ） consumer preference 由以上可以看出： 喜欢和偏酸和酸甜结合口味饮料的人占到了41%和49%，这正好于醋饮具有的口味相吻合，有利于醋饮被广大写消费者接受。(错字!HOHO) Can be seen from above ： like the sour, like sour and sweet taste of a combination of the 41% and 49%, in line with the drink with vinegar taste , and it is benefit to accepted by the consumer . （三）消费者可接受价格 （ 三 ） the acceptable price 从图上看出： 人们都喜欢接受价位较低的饮品，这就为我们开发不同档次的饮品提供了依据。我们可以以针对不同的消费群体进行不同的产品配置和量上的盛装。 From the diagram shows ： people like to accept the price which is lower one, this provides a basis for us to develop different levels of the bar. We can base on different consumer groups to make different products configuration and quantity of attire. 二、产品定位 二、product orientation 人们对醋具有的保健功能的认知高达43%，在健康日益受到人们关注的今天，醋饮品定会受到人们的欢迎， 毋庸置疑 。 Peoples cognition about vinegar