市場區隔策略關鍵成功因素之探討

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Critical Success Factors for Market SegmentationII

    NSC 87-2416-H-011-003

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Despite widespread recognition of the benefits of market segmentation, the factors which impact on the success of segmentation in industrial and consumer markets are not well understood.

Given the implementation difficulties so

often faced by companies attempting to

apply this academic concept in practice,

a full understanding of possible success

factors is desirable. This research

investigated into the practical problems

which companies can encounter when

trying to implement the concept. The

identification of the seven critical

success factors for market segmentation

from this research should be of great

help to marketers in the adoption of this

marketing strategy to their advantage.

2 Keywords: market segmentation, critical success factor, segmentation success, marketing research

     

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