根据购买者的特点及其购买商品的目的,可把市场分为消费者市场和产业市场两种基本形态。消费者市场由为满足个人生活需要而购买商品的所有个人和家庭组成,是产业市场乃至整个经济活动为之服务的最终市场,即为个人提供最后的直接的消费品市场。产业市场是产业用品(非最终消费品)买主需求的集合,包括制造商、中间商、事业单位、政府机构等。市场营销学对产业市场定义的基础在于对购买者的区分,而不在于出售商品的本身,因为,从产品特点来定义市场有时难以与消费者市场区分。譬如打字机和电脑,既可以是产业用品,也可以是消费品,就看购买者是谁了。 无论消费者市场或是产业市场,企业首先要分析 According to the characteristics of buyers and the purpose of purchasing goods, the market can be divided into two basic forms of consumer market and industrial market. The consumer market consists of all individuals and households who purchase goods to meet their personal needs. It is the ultimate market served by the industrial market and even the entire economic activity. It provides individuals with the ultimate direct consumer goods market. The industrial market is a collection of buyers’ needs for industrial products (not final consumer goods), including manufacturers, middlemen, institutions, and government agencies. The foundation of the definition of the industrial market by marketing is the distinction between buyers rather than the sale itself, because defining the market from the characteristics of products is sometimes difficult to distinguish from the consumer market. For example, typewriters and computers can be either industrial or consumer goods, depending on who the purchaser is. Regardless of consumer market or industrial market, companies must first analyze