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新西蘭assignment代寫 哈羅德目標市場

2020-07-01 21:21

哈羅德目標市場細分是社會人口和地理細分的結合。社會人口統計在不同的地理位置有不同的變化(科特勒和阿姆斯特朗,2013)。哈羅德百貨公司的典型消費者是那些擁有足夠可支配收入,處于社會階層頂端的上流社會人士。然而,在中國,由于近來中產階級社會的激增,這為哈羅德百貨公司提供了迅速打入市場的絕佳機會,因為中國中產階級消費者正在尋找西方制造的奢侈品。此外,來自中國的買家將掌握Instagram、微信等社交媒體的最新技術和手段,在跟隨最新時尚潮流的同時與品牌互動。在英國的商店方面,主要的商店位于倫敦市中心,富裕的個人是Harrods的主要顧客。與中國和中產階級的增長相比,英國的經濟是相對不同的,因為英國沒有看到中產階級的增長,英國的消費者沒有足夠的可支配收入來購買奢侈品(the Economist, 2014)。這說明了不同地區的社會人口統計和消費者生活方式的差異。此外,還有其他方法來細分市場,例如Harrods可以瞄準他們最優秀的消費者進行銷售和增長,成為“超級消費者”(the Economist, 2014)。如果哈羅德百貨能夠成功打入中國市場并建立自己的品牌,這一點就可以做到。
新西蘭assignment代寫 哈羅德目標市場
 Harrods target market segment is a combination of socio demographic and geographic segmentations. Socio demographic varies differently in different geographic locations (Kotler and Armstrong, 2013). The typical consumers for Harrods are high class individuals who have sufficient disposable income and are on the top of the social hierarchy. However, in China due to the recent surge in growth of middle-class society, it provides Harrods the perfect opportunity to quickly tap into the market as the Chinese middle-class consumers seek western made luxury goods. In addition, buyers from China will be up to date with the latest technology and means of social media such as Instagram and WeChat to follow the latest fashion trends and interact with the brand at the same time. In terms of the UK stores, the main store is located in central London where wealthy individuals are primarily the main customers of Harrods. In contrast to China and the growth of middles class, the UK economy is relatively different as UK has not seen an increase in rise of middle class, consumers within the UK do not have enough disposable income to spend on luxury items (The Economist, 2014). This illustrates the difference in socio demographic and consumer lifestyle in different geographic locations. Further, there are other alternative approaches to segment the market, for instance Harrods can target their very best consumers for sales and growth to become ‘super consumers’ (The Economist, 2014). This could be done if Harrods can successfully penetrate and establish their brand in the Chinese market.

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