市场份额测量分析法

Evaluating Market Size

Russell Tronstad, Ph.D.
Professor and Extension Specialist, Department of Agricultural and Resource Economics
University of Arizona


Overview
One of the most important tasks in evaluating the economic viability of a niche market is determining the size of the market. If the market is too small, there will not be enough sales available to cover startup, capital, and operating costs. Conversely, if the market potential looks quite large, it is not a niche market and direct competition in the form of commodity markets will likely prevail, unless a competitive edge that others cannot replicate can be created. To determine the market size of a niche product, information regarding typical consumption patterns and consumer demographics proves very useful.