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目标受众.
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在营销领域,目标受众或称目标顾客、目标客群等(英语:Target audience;德语:Zielgruppe),被理解为一定数量的市场参与者,他们对传播政策措施的反应比整个市场更一致。[1] 市场区隔是根据相关特征寻找目标受众的基础。[2]
任何类型的利益相关者群体都可以被视为目标受众,不仅是消费者,还包括批发商或意见领袖。
在社会工作中,目标受众是特定措施或提议针对的人。 这些可以是个人、家庭或团体,他们自己提出支持请求,或者被归类为需要第三方(机构或类似机构)帮助的人。[3]
- ^ Rainer Olbrich: Marketing: Eine Einführung in die marktorientierte Unternehmensführung, Springer, 2. Auflage, 2009, ISBN 3-540-23577-9, Seite 178.
- ^ Zielgruppe (页面存档备份,存于互联网档案馆) – Definition im Gabler Wirtschaftslexikon
- ^ Rudolf Bieker, Peter Floerecke., Träger, Arbeitsfelder und Zielgruppen der Sozialen Arbeit, Stuttgart: Kohlhammer, (德文)
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