|
市場調查報告書
公用事業：年輕家庭的市場力量
Marketing Energy to Young Families
|
本報告已在2011年07月19日停止出版。
雖然年輕家庭佔人口總數的比例很小，但是這個世代的客群需求變化快，對新產品容易接受，站在這層考量下其重要性不能算小。而年輕家庭遷徙率高，對於公用企業來說，追蹤他們，保持密切接觸，提供該世代取向的服務以維持更長遠的關係也是一個重要的課題。
長於多種領域市場調查分析的英國專業市調公司 Datamonitor Corporation（總公司：倫敦），調查分析了公用事業對年輕家庭的行銷 領域，並做出預測報告書"Marketing Energy to Young Families"。
報告書內容包括年輕家庭市場的重要性、追蹤搬家頻率高的客戶、在成長潛力高的領域如何決定目標客群、年輕家庭的問題、各世代的收費標準等等。概略編排如下：
第1章 摘要
第2章 序論
第3章 市場概要
第4章 消費者
- 序論
- 主要事項
- 主要市場影響因素
- 消費者動向
- 住宅綜合保險購買率
第5章 追蹤搬家頻率高的客戶
- 序論
- 主要事項
- 搬家時的重要事項
- 搬家是風險？還是機會？
- 追蹤搬家頻率高的客戶
- 行動點
第6章 行動點
- 注意年輕家庭的理由
- 決定年輕家庭目標客群
- 追蹤年輕家庭
- 各世代的收費標準
第7章 附錄
Introduction
Although new parents represent a small segment of the total population, it is
a transitional phase in peoples' lives. Transitions mean altered needs, and new
parents are receptive to offers of new products. Many new parents soon become
home movers, and by tracking home movers, utilities improve their retention
rates and develop durable relationships with consumers as they move up the value
chain.
Scope of this report
- Explanation of the importance of targeting young families - a way of
tracking home movers, and a way of targeting a segment with growth
potential.
- Insight into the issues affecting young families - mastery of which can
equal commercial success for a utility.
- Advice on tracking home movers - utilities can identify a sub-segment of
families that will need to move house, and who therefore need to be watched.
- Advice on tracking home movers - utilities can identify a sub-segment of
families that will need to move house, and who therefore need to be watched.
Research and analysis highlights
There is a lack of family specific targeting many parents did not even know
what this would involve on the part of a utility. This has positive and negative
consequences: there will be little competition for the utility that does target
families, but they will not know what to expect.
Simplicity is crucial but this can mean sending a bill every quarter and not
a whisper more, or it can mean continuing a deeper customer relationship, but
doing so flawlessly.
Parents become more risk averse, and this can be used by utilities to sell
more home insurance services. But many people are cynical about these services
because the perceive them to be 'rip-offs'. Utilities either need to be clearer
about the value of these services, or market the same services, but charge the
market price on a per-use basis.
Key reasons to read this report
- Gain commercial advantage from an understanding of an important, segment
of the customer base - one that has been overlooked by utilities so far.
- Improve the way that home insurance products are marketed to the people
who are most likely to buy them.
- Discover simple ways to transform an existing product portfolio into a
fresh tariff, by addressing the perceived needs of young families.
CHAPTER 1 EXECUTIVE SUMMARY
- Introduction
- Market context
- Research methodology
- Key findings
- Consumer insight
- Key findings
- Targeting home movers
- Key findings
- Action points
CHAPTER 2 INTRODUCTION
- Who is the target reader?
- How to use this report
CHAPTER 3 MARKET CONTEXT
- Introduction
- Key findings
- What is a young family?
- Market size
CHAPTER 4 CONSUMER INSIGHT
- Introduction
- Key findings
- Key factors influencing the market
- The consumer trends
- Take up rates of home insurance services
CHAPTER 5 TARGETING HOME MOVERS
- Introduction
- Key findings
- Why does the home-mover matter?
- The home-mover: a danger or an opportunity?
- Tracking the home mover
- Action points
CHAPTER 6 ACTION POINTS
- Why should I care about young families - home moves
- Targeting young families
- Tracking young families
- How to design a family tariff
CHAPTER 7 APPENDIX
- Supplementary data
- Research methodology
- Do you need further information?
- Energy writing team
- How to contact experts in your industry
List of Tables
- Table 1: Number of young families (with a single child under 2),
1996-2001, by country
- Table 2: Percentage of households that are young families - it is under 2%
in each country, so this is a small segment, but important nonetheless
- Table 3: Reported likely take up rates for Electrical wiring insurance -
in every country, people become more likely to buy the service when they
become parents
- Table 4: Reported likely take up rates for boiler and heating insurance -
Spain is the only country where people are less likely to take the service
after they have children
- Table 5: Reported likely take up rates for plumbing and drainage insurance
- again, the best time to target them is after the birth of the first child
- Table 6: Estimates of profits from a ten-year customer relationship, 2002
- Table 7: Number of children under 2, by country, 1996-2001
List of Figures
- Figure 1: Single parents may live on below average income, but couples
with one child are better off than the average
- Figure 2: 3 stages for a new family - target them at the beginning, profit
at the end
|
