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商务发言 4：目标消费群和营销方案

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ID: 1793 Advanced
一款产品能不能大卖，除了产品本身的优势之外，很大程度上还取决于它的营销团队。而在市场营销当中，最先要考虑的就是产品的目标消费群。在熟悉了目标消费群之后，一系列的营销方案才能得以开展。那么，具体到X420的市场营销，福特先生是如何定义和计划的呢？快来看一看吧！
Tue Nov 01 2011 | Connie, Jenny
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SIMPLIFIED PINYIN ENGLISH  
挖掘 wājué to unearth
潜在 qiánzài latent
细化 xìhuà to refine
定位 dìngwèi to position
刚才和大家分享了挖掘潜在利润的重要性，那接下来，我想把一些问题细化。首先一个就是如何正确定位目标消费群，这也是我们做任何营销的先决条件。那么，谁是我们的目标消费群？这个消费群最希望从我们新一代阿尔法电脑产品中得到什么？
gāngcái hé dàjiā fēnxiǎng le wājué qiánzài lìrùn de zhòngyàoxìng ，nà jiē xiàlái ，wǒ xiǎng bǎ yīxiē wèntí xìhuà 。shǒuxiān yī gè jiùshì rúhé zhèngquè dìngwèi mùbiāo xiāofèiqún ，zhè yě shì wǒmen zuò rènhé yíngxiāo de xiānjuétiáojiàn 。nàme ，shéi shì wǒmen de mùbiāo xiāofèiqún ？zhè ge xiāofèiqún zuì xīwàng cóng wǒmen xīnyīdài ā\'ěrfǎ diànnǎo chǎnpǐn zhōng dédào shénme ？
I've just explained the importance of latent profits. Moving on, I'd like to go into a few problems in further detail. The first is how to properly align ourselves with our target consumers. This is also a prerequisite to any marketing we do. Now, who are our target consumers? What do these target consumers hope to get out of the next generation of products from Alpha Computers?
根据产品设计理念，我们X420的目标客户群是有着中等偏上收入的白领或中产阶层。但同时，针对如今电脑消费正急速膨胀的特点，我们有必要把我们这款产品的目标用户群扩大。打个比方，对于青年学生消费群来说，X420也是一款理想的产品。
gēnjù chǎnpǐn shèjì lǐniàn ，wǒmen X sì\'èrlíng de mùbiāokèhù qún shì yǒuzhe zhōngděngpiānshàng shōurù de báilǐng huò zhōngchǎn jiēcéng 。dàn tóngshí ，zhēnduì rújīn diànnǎo xiāofèi zhèng jísù péngzhàng de tèdiǎn ，wǒmen yǒu bìyào bǎ wǒmen zhè kuǎn chǎnpǐn de mùbiāo yònghùqún kuòdà 。dǎ gè bǐfāng ，duìyú qīngnián xuésheng xiāofèiqún láishuō ，X sì\'èrlíng yě shì yī kuǎn lǐxiǎng de chǎnpǐn 。
According to our product design philosophy, our x420 target audience is comprised of upper-middle- and middle-class white-collar workers. But at the same time, to counter the rapid inflation of computer consumption, we must expand our product's target user group. For example, the x420 is also an ideal product for young student users.
不好意思，福特先生，我能不能打断您一下？您认为我们的产品适合学生群体，但您不觉得X420的价格对于没有经济收入的学生族来说是承受不起的吗？
bùhǎoyìsi ，Fútè xiānsheng ，wǒ néng bùnéng dǎduàn nín yīxià ？nín rènwéi wǒmen de chǎnpǐn shìhé xuésheng qúntǐ ，dàn nín bù juéde X sì\'èrlíng de jiàgé duìyú méiyǒu jīngjì shōurù de xuéshengzú láishuō shì chéngshòubù qǐ de ma ？
Excuse me, Mr. Ford, may I interrupt you for a moment? You believe that our product is suitable for students, but do you think students without any income will be able to afford the x420?
问得很好。如果你不介意的话，我想把你的问题留到稍晚一些的问答环节。可以吗？
wèn de hěn hǎo 。rúguǒ nǐ bù jièyì dehuà ，wǒ xiǎng bǎ nǐ de wèntí liú dào shāo wǎn yīxiē de wèndá huánjié 。kěyǐ ma ？
Great question. If you don't mind, I'd like to leave your question till the question and answer segment. Is that OK?
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