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在營銷領域,目标受众或稱目标顾客、目标客群等(英語:Target audience;德語:Zielgruppe),被理解為一定數量的市場參與者,他們對傳播政策措施的反應比整個市場更一致。[1] 市場區隔是根據相關特徵尋找目標群體的基礎。[2]
任何類型的利益相關者群體都可以被視為目標群體,不僅是消費者,還包括批發商或意見領袖。
在社會工作中,目標群體是特定措施或提議針對的人。 這些可以是個人、家庭或團體,他們自己提出支持請求,或者被歸類為需要第三方(機構或類似機構)幫助的人。[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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