陕西纺织工业市场细分及目标市场策略研究

本文在深入理解市场细分的内涵及其特征的基础上,对纺织工业的行业特性进行了分析,对纺织品大类、加工程度和用途、经济特性等方面全面分析,得出纺织工业的市场细分变量。在此基础上,对纺织工业进行市场细分,建立市场吸引力评价指标体系,通过专家调查的方法对每个子市场进行了具体评价。针对评价结果,提出陕西纺织工业目标市场选择的对策及建议,促使企业能够准确把握市场脉搏,增强陕西纺织工业的竞争能力,选择有吸引力的目标市场并制订出相应的定位策略。

The Textile Industry Market Subdivide and the Goal Market Strategy Research

In this paper, base on understanding about the content and features of market segmentation deeply, analysis the profession characteristic of textile industry. Through analyzes comprehensively the textile big kind of aspects, processing degree, use, and economic characteristic and so on, obtains the textile industry the market segmentation variable. On this basis, for the textile industry to conduct market segmentation and create attrac- tive market evaluation system. Through expert survey methods, evaluate each sub-market specificly. In re- sponse to the evaluation results, proposing options about Shanxi textile industry at its target market, enables companies to accurately grasp the pulse of the market and enhance the competitiveness of the textile industry in Shanxi, choose an attractive target market and make appropriate positioning strategy.