[{"@context":"https:\/\/schema.org\/","@type":"Article","@id":"https:\/\/www.transtur.cz\/co-si-predstavit-pod-pojmem-segmentace\/#Article","mainEntityOfPage":"https:\/\/www.transtur.cz\/co-si-predstavit-pod-pojmem-segmentace\/","headline":"Co si p\u0159edstavit pod pojmem segmentace?","name":"Co si p\u0159edstavit pod pojmem segmentace?","description":"Segmentace trhu znamen\u00e1, \u017ee jej rozd\u011bl\u00edme na r\u016fzn\u00e9 skupiny kupuj\u00edc\u00edch s\u00a0rozd\u00edln\u00fdmi pot\u0159ebami a chov\u00e1n\u00edm. Tr\u017en\u00ed segment je potom tvo\u0159en pr\u00e1v\u011b ur\u010ditou skupinou z\u00e1kazn\u00edk\u016f, kte\u0159\u00ed maj\u00ed podobn\u00e9 p\u0159\u00e1n\u00ed a pot\u0159eby. Abychom mohli ur\u010ditou skupinu z\u00e1kazn\u00edk\u016f ozna\u010dit jako segment, mus\u00ed spl\u0148ovat ur\u010dit\u00e9 p\u0159edpoklady \u2013 tr\u017en\u00ed segment mus\u00ed b\u00fdt dostate\u010dn\u011b velk\u00fd, mus\u00ed b\u00fdt p\u0159esn\u011b definovateln\u00fd, m\u011b\u0159iteln\u00fd, dostupn\u00fd a […]","datePublished":"2025-02-23","dateModified":"2023-04-29","author":{"@type":"Person","@id":"https:\/\/www.transtur.cz\/author\/#Person","name":"","url":"https:\/\/www.transtur.cz\/author\/","identifier":1,"image":{"@type":"ImageObject","@id":"https:\/\/secure.gravatar.com\/avatar\/afe3e9c307ddf0b756c397ad75c6ecdba1f9da628b10651fe33a13bba6407ccd?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/afe3e9c307ddf0b756c397ad75c6ecdba1f9da628b10651fe33a13bba6407ccd?s=96&d=mm&r=g","height":96,"width":96}},"publisher":{"@type":"Organization","name":"transtur.cz","logo":{"@type":"ImageObject","@id":"\/logo.png","url":"\/logo.png","width":600,"height":60}},"image":{"@type":"ImageObject","@id":"https:\/\/www.transtur.cz\/wp-content\/uploads\/img_a305279_w1959_t1516795347.jpg","url":"https:\/\/www.transtur.cz\/wp-content\/uploads\/img_a305279_w1959_t1516795347.jpg","height":0,"width":0},"url":"https:\/\/www.transtur.cz\/co-si-predstavit-pod-pojmem-segmentace\/","wordCount":416,"articleBody":"Segmentace trhu znamen\u00e1, \u017ee jej rozd\u011bl\u00edme na r\u016fzn\u00e9 skupiny kupuj\u00edc\u00edch s\u00a0rozd\u00edln\u00fdmi pot\u0159ebami a chov\u00e1n\u00edm. Tr\u017en\u00ed segment je potom tvo\u0159en pr\u00e1v\u011b ur\u010ditou skupinou z\u00e1kazn\u00edk\u016f, kte\u0159\u00ed maj\u00ed podobn\u00e9 p\u0159\u00e1n\u00ed a pot\u0159eby. Abychom mohli ur\u010ditou skupinu z\u00e1kazn\u00edk\u016f ozna\u010dit jako segment, mus\u00ed spl\u0148ovat ur\u010dit\u00e9 p\u0159edpoklady \u2013 tr\u017en\u00ed segment mus\u00ed b\u00fdt dostate\u010dn\u011b velk\u00fd, mus\u00ed b\u00fdt p\u0159esn\u011b definovateln\u00fd, m\u011b\u0159iteln\u00fd, dostupn\u00fd a mus\u00ed se jednat o homogenn\u00ed skupinu popt\u00e1vaj\u00edc\u00edch. Segmentaci spot\u0159ebn\u00edch trh\u016f m\u016f\u017eeme prov\u00e9st na z\u00e1klad\u011b krit\u00e9ri\u00ed \u20131) Statistick\u00e1 segmenta\u010dn\u00ed krit\u00e9ria \u2013jedn\u00e1 se o klasick\u00e9 charakteristiky, kter\u00e9 zjist\u00edme nap\u0159\u00edklad na \u010cesk\u00e9m statistick\u00e9m \u00fa\u0159ad\u011b \u010di na m\u011bstsk\u00fdch \u00fa\u0159adech. Informace jsou tedy pom\u011brn\u011b snadno dostupn\u00e9 a zjistiteln\u00e9. Na z\u00e1klad\u011b toho m\u016f\u017eeme rozli\u0161ovat \u2013\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Geografickou segmentaci \u2013 jedn\u00e1 se o to, \u017ee jsou z\u00e1kazn\u00edci rozd\u011blen\u00ed do r\u016fzn\u00fdch geografick\u00fdch jednotek nap\u0159\u00edklad podle n\u00e1rodnosti, region\u016f, st\u00e1t\u016f, m\u011bst \u010di jin\u00fdch oblast\u00ed.\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Demografickou segmentaci \u2013 k\u00a0tomuto \u010dlen\u011bn\u00ed jsou vyu\u017e\u00edv\u00e1na klasick\u00e1 demografick\u00e1 krit\u00e9ria, kter\u00fdmi mohou b\u00fdt v\u011bk, \u017eivotn\u00ed cyklus rodiny (z\u00e1kazn\u00edky v\u00a0tomto p\u0159\u00edpad\u011b \u010dlen\u00edme nap\u0159\u00edklad na samostatn\u011b \u017eij\u00edc\u00ed jedince, p\u00e1ry \u017eij\u00edc\u00ed tzv. na hrom\u00e1dce, man\u017eel\u00e9, rodiny s\u00a0d\u011btmi, rozveden\u00e9 man\u017eelstv\u00ed a podobn\u011b), pohlav\u00ed, zam\u011bstn\u00e1n\u00ed, vzd\u011bl\u00e1n\u00ed, generace, velikost rodiny a dal\u0161\u00ed.\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Geodemografie \u2013 znamen\u00e1 spojen\u00ed p\u0159edchoz\u00edch dvou segmentac\u00ed. V\u00a0sou\u010dasn\u00e9 dob\u011b je st\u00e1le popul\u00e1rn\u011bj\u0161\u00ed, jedn\u00e1 se o to, \u017ee se propojuj\u00ed vztahy mezi geografickou lokalitou a demografick\u00fdmi charakteristikami.2) Psychografick\u00e1 segmentace \u2013na z\u00e1klad\u011b t\u00e9to segmentace se z\u00e1kazn\u00edci \u010dlen\u00ed do r\u016fzn\u00fdch skupin nap\u0159\u00edklad podle spole\u010densk\u00fdch t\u0159\u00edd, \u017eivotn\u00edho stylu nebo povahov\u00fdch rys\u016f.3) Behavior\u00e1ln\u00ed segmentace \u2013zab\u00fdv\u00e1 se chov\u00e1n\u00edm z\u00e1kazn\u00edk\u016f. Rozd\u011bluje z\u00e1kazn\u00edky do skupin podle n\u00e1kupn\u00edho chov\u00e1n\u00ed, nap\u0159. \u2013\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Podle toho, p\u0159i jak\u00e9 p\u0159\u00edle\u017eitosti je produkt nej\u010dast\u011bji nakupov\u00e1n.\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Podle toho, jak\u00e9 p\u0159\u00ednosy spot\u0159ebitel od produktu o\u010dek\u00e1v\u00e1.\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Podle toho, zda se produkt nakupuje ob\u010das, pravideln\u011b \u010di \u010dasto.\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Podle toho, jak\u00fd maj\u00ed spot\u0159ebitel\u00e9 postoj k\u00a0ur\u010dit\u00e9mu produktu.\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Podle toho, jak jsou z\u00e1kazn\u00edci v\u011brni ur\u010dit\u00e9 zna\u010dce\u2026                                                                                                                                                                                                                                                                                                                                                                                        4.4\/5 - (13 votes)        "},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"Co si p\u0159edstavit pod pojmem segmentace?","item":"https:\/\/www.transtur.cz\/co-si-predstavit-pod-pojmem-segmentace\/#breadcrumbitem"}]}]