市场渗透率 （Penetration Rate）
What is penetration rate?
Generally speaking, market maturity has positive correlation w/ penetration rate (hereafter as PR), i.e. the higher the penetration rate the harder to penetrate/ enter that market and less opportunities for suppliers to ll their products in that market. However, we can't e 'Penetration rate' alone. Without other factors, Penetration Rate means the percentage of mobile phone owner out of tho without; in one way it is right that the higher the PR, the harder to enter; however, we should not forget the grow rate of population comparing to Penetrati公租房申请表
on Rate AND the Re-purcha Rate, especially for many EU Countries, their PR is as high as 100%, can we say the new entrants have no more market, definitely not. If the growth rate of population is positive, and grows simultaneously or higher with PR, and the re-p背面图片
urcha rate is high, there is still a big market. That’s why we always say, the re-purcha market is lucrative, and makes branding important ever.
One day the new sales goes saturated, assume that every human in the world has at least
one mobile phone, then re-purcha market become extremely hen good brand will stand out from the rivalry. Lewis Tang says: when brand talks, price would be his is why people always fight for branding la market share.
Calculation on Penetration Rate: The estimated total number of subscribers (including subscribers using the 橙光游戏制作
rvices of other operators) divided by the total population number in the designated area in 1997, plus a natural increa in population of 1 per cent annum
（Doc above is drafted by Lewis Tang (Malay)and Damontec）
Market penetration
Market penetration is one of the four growth strategies as defined by Ansoff. Market penetration occurs when a company enters/penetrates a market with current products. Th
e best way to achieve this is by gaining competitors' customers (part of their market share). Other ways include attracting non-urs of your product or convincing current clients to u more of your product/rvice (by advertising etc).
Other growth strategies include:
Product development (existing markets, new products): McDonalds is always within the fast-food industry, but frequently markets new burgers.
Market development (new markets, existing products): Lucozade was first marketed for sick children and then rebranded to target athletes.
Diversification (new markets, new products): Virgin Cola, Virgin Megastores, Virgin Airlines, Virgin Telecommunications.
The penetration that brands and products have can be recorded by companies such as ACNieln and TNS who offer panel measurement rvices to calculate this and other consumer measures. In the cas p网吧收银员
enetration is given as a percentage of countries ho
uholds who have bought that particular brand or product at least once within a defined period of time.
