Market Segmentation and Positioning in Specialized Industrial Markets
许多基础工业企业转向专业产品以促进增长和利润，但需要不熟悉的营销技能。本文提出了一个市场细分与定位模型，并以一家转向专业化学品的公司为例详细说明，对其他工业企业有借鉴意义。
Many companies in basic industries are shifting to speciality products in an effort to boost growth and profits. But such moves require often unfamiliar marketing skills, especially in segmentation and positioning. The market literature is surprisingly devoid of practical examples of segmentation and positioning techniques applied to industrial markets. This article presents such a model and illustrates it in detail for a company diversifying into speciality chemicals. Implications for other industrial companies are discussed.