酒店市场营销调查分析战略，目标市场定位的内涵和意义
目标市场定位是市场营销的一项重要的内容。目标市场定位要求营销人员在对企业内外营销环境予以准确地调查分析，并有效地利用各种资源的基础上，从整体市场中划分若干个细分市场，从中找出主要的细分市场，选定其中的一个或几个作为本企业的目标市场。
目标市场定位的准确与否，对企业把握经营机遇，选择
市场营销策略，对新企业生存或新产品开发成功有极其重要的意义。
第一，目标市场定位能突出需求差异，有助于企业选择市场。
由于消费者需求的多样性和企业营销能力的局限性这一对矛盾，并且又存在着整体市场需求的差异性和细分市场需求的相似性，市场的需求多种多样。任何一个企业都不可能满足市场的一切需要。企业应把需求大体相似的消费者划归同一群体，从而以相应的商品和服务去满足该群体消费者的特殊需求。
第二，目标市场定位是制定营销策略的依据和前提。
目标市场定位直接关系到市场营销组合的决策，而市场营销组合（产品、价格、渠道、促销）是企业为满足实施市场战略的需要，综合运用各种可能的营销策略目标，从而使企业获得最佳效益。
第三，目标市场定位能突出经营特色，有助于企业形成竞争优势。
目标市场，就是企业通过市场细分，被企业所选定的，准备以相应的产品和服务去满足现实的或潜在的消费需求而开拓的特定市场，也就是企业作为目标，为了服务的顾客群。把整个市场按其相似性分成几个分市场。以选择企业的对象市场，或者是根据消费者的需要和自身情况，为某一种产品在市场上确定一耳光明确的、区别于竞争者产品的、符合消费者特殊需要的位置，也就能使企业形成竞争优势，为某一种产品创造一定的特色，树立良好的企业形象，以满足消费者特殊需要和偏爱。所确定企业产品在目标市场的位置，就是目标市场的定位。
Hotel marketing survey analysis of the meaning and significance of strategy, target markets, positioning
The target market is an important element of marketing. The target market requires marketers to be accurate investigation and analysis, and effective use of various resources on the basis of division of a number of market segments, from the overall market, to find out the major market segments in the external and internal marketing environment, the election given one or several of the enterprise as the target market.
Target market positioning, accurate or not, grasp the business opportunities of the enterprise to select the marketing strategy, success is extremely important to the survival of new businesses or new product development.
First, the target market to highlight the demand difference, to help companies select markets.
Due to the diversity of consumer demand and corporate marketing capacity limitations of this contradiction, and the similarity of the overall differences in market demand and market segments, demand, variety of market demand. Any business can meet the market needs. Enterprises should be classified broadly similar needs of consumers in the same group, the corresponding goods and services to meet the special needs of this group of consumers.
Second, the target market is the basis and prerequisite for the development of marketing strategy.
Target market positioning directly related to the decision-making of the marketing mix, marketing mix (product, price, channel, promotion) is a marketing strategy to meet the needs of the implementation of market strategy, integrated use of all possible target, allowing companies to get the most good effectiveness.
Third, the target market to highlight the operating characteristics, and help enterprises to create competitive advantage.
Target market is through market segmentation, the companies selected, ready to meet the actual or potential consumer demand to develop market-specific products and services, the enterprise as a target, in order to service customers . Market as a whole according to their similarity is divided into several sub-markets. Object to select the enterprise market, according to the needs of consumers and their own situation, for a particular product on the market to determine a clear slap in the face to distinguish it from competitors products, to meet the special needs of consumers position will also be able enable enterprises to create competitive advantage, create a product with certain characteristics, and establish a good corporate image, to meet the needs of consumers with special needs and preferences. Determined by the location of the enterprises in the target market is the target market positioning.
