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Through market segmentation to identify consumer behavior--留学生Report阿根廷国家队官方赞助商范文
2016-11-08 来源: 51Due教员组 类别: Report范文
留学生Report阿根廷国家队官方赞助商范文:“Through market segmentation to identify consumer behavior”，这篇论文主要描述的是中国是澳大利亚葡萄酒出口的最主要国家之一，中国为澳大利亚葡萄酒提供了广阔的市场，本文通过对市场细分和研究消费者的行为，研究澳大利亚葡萄酒公司如何调整自己的营销策略，以迎合消费者的消费需求。
The focus of this report aims to discuss how market segmentation and the interdisciplinary nature of consumer’s behaviour research applies to China and how it differs to Australia. These two aspects are two driving forces that assist organisations expanding domestically or globally however the implementation of these aspects is what differentiates a success or a failure of a firm.?? This has allowed for a marketing opportunity to arise in which Australia can export wine to China.
Background/ Market Opportunity of Wine
One of Australia’s main exports to China is wine as it characterises the fourth largest wine exporting nation (Australian wine and Branding Corporation 2009, paras 1). China provides a marketable and competitive opportunity for Australian wine corporations as it is a growing economy with an emerging market for wine. The emergence of wine is evident by research by Australian government on the “Australian Wine and Brandy Corporation” that red wine is favoured with 94% of consumers. Some of the main initiators of the development include? increase in disposable incomes and the promotion of health benefits of wine (Australian Wine and Branding Corporation 2009, paras 2-3 ) This implies that Australian wine corporations need to incorporate aspects of market segmentation and interdisciplinary nature of consumer behaviour research in order to identify the requirements and expectations of selling in China which distinctively varies in comparison to Australian business practices.
Market Segmentation is the first important step in a three phase marketing strategy. It is the process of dividing a market into subgroups based on common needs or characteristics in order to target with a distinct marketing strategy (Schiffman, Bendall, O’Cass, Paladino, Ward, & Kanuk 2008, p.30). The strategy of market segmentation continues to be commonly adopted by all companies around the globe in all geographic locations especially in the Asia Pacific Region where Australia and China are some powerful forces. This is conveyed through the six segmentation bases of geographic, behavioural/psychographic, sociocultural, user related and benefit segmentation (Schiffman et all, 2008,pp. 30-40)