{"id":29689,"date":"2023-10-16T21:27:46","date_gmt":"2023-10-16T19:27:46","guid":{"rendered":"https:\/\/www.sfsic.org\/?p=29689"},"modified":"2023-10-16T21:27:47","modified_gmt":"2023-10-16T19:27:47","slug":"analyse-critique-dun-concept-central-dans-lutilisation-des-donnees-en-communication-marketing-la-segmentation-le-cas-des-touristes-viticoles","status":"publish","type":"post","link":"https:\/\/www.sfsic.org\/en\/evenement\/analyse-critique-dun-concept-central-dans-lutilisation-des-donnees-en-communication-marketing-la-segmentation-le-cas-des-touristes-viticoles\/","title":{"rendered":"Analyse critique d\u2019un concept central dans l\u2019utilisation des donn\u00e9es en communication marketing : la segmentation. Le cas des touristes viticoles."},"content":{"rendered":"<p><!-- fxzn:singledetail --><\/p>\n<div class=\"zone zn-singledetail\" id=\"fxzn-singledetail-1\">\n<div class=\"zone-block zn-singledetail-block alignwide va-top\">\n<div class=\"row\">\n<div class=\"columns large-8 large-push-4\">\n<div class=\"zn-singledetail-metabox\">\n<div class=\"zn-singledetail-pubdate pubdate\">\n\t\t\t\t\t<span class=\"pubdate-txt\">Mis en ligne le<\/span><span class=\"doubledot\"><\/span> 16 octobre 2023\t\t\t\t<\/div>\n<div class=\"zn-singledetail-thematiques with-sep-comma\">\n<ul class=\"termslist termslist-thematique\">\n<li class=\"termslist-item termslist-title\"><span class=\"termslist-titletxt\">Th\u00e9matiques<\/span><span class=\"doubledot\"><\/span><\/li>\n<li class=\"termslist-item tax-thematique term-communication-organisations\"><a class=\"termslist-itemlink\" href=\"https:\/\/www.sfsic.org\/thematiques\/communication-organisations\/\" title=\"Communication et organisations\"><span class=\"termslist-itemname\">Communication et organisations<\/span><\/a><\/li>\n<\/ul><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<div class=\"row\">\n<div class=\"columns large-4\">\n<div class=\"zn-singledetail-sidebar bg-cornersquares\">\n<div class=\"zn-singledetail-infos\">\n<p class=\"zn-singledetail-type\">\n\t\t\t\t\t\t\t<span>Type d\u2019\u00e9v\u00e9nement<\/span><span class=\"doubledot\"><\/span> <strong>S\u00e9minaire<\/strong>\n\t\t\t\t\t<\/p>\n<\/p><\/div>\n<div class=\"zn-singledetail-weblinks\">\n<h3 class=\"zn-singledetail-section-title\">Sites internet de r\u00e9f\u00e9rence<\/h3>\n<ul class=\"zn-singledetail-weblinks-list\">\n<li>\n\t\t\t\t\t\t\t<a class=\"prettylink chainlink\" href=\"https:\/\/forms.gle\/k5jdPB51wowVCirF8\" title=\"Inscription gratuite\" target=\"_blank\" rel=\"noopener\">Inscription gratuite<\/a>\n\t\t\t\t\t\t<\/li>\n<\/ul><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<div class=\"columns large-8\">\n<div class=\"zn-singledetail-contentbox\">\n<div class=\"zn-singledetail-eventinfo\">\n<div class=\"zn-singledetail-eventinfo-inner\">\n<div class=\"zn-singledetail-eventdates\">\n\t\t\t\t\t\t<span class=\"zn-singledetail-label\">Dates de l\u2019\u00e9v\u00e9nement<span class=\"doubledot\"><\/span><\/span><\/p>\n<ul class=\"zn-singledetail-eventdates-list\">\n<li class=\"zn-singledetail-eventdates-item\">\n\t\t\t\t\t\t\t\tDu 20\/10\/2023 au 20\/10\/2023, <span class=\"event-schedule\">13h00 UQAM <\/span>\t\t\t\t\t\t\t<\/li>\n<\/ul><\/div>\n<p class=\"zn-singledetail-eventplace\">\n\t\t\t\t\t\t<span class=\"zn-singledetail-label\">Lieu de l\u2019\u00e9v\u00e9nement<span class=\"doubledot\"><\/span><\/span><br \/>\n\t\t\t\t\t\t<span class=\"zn-singledetail-eventplace-adr\"><br \/>\n\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"adr-name\">S\u00e9minaire du Labfluens <\/span>,<\/p>\n<p>\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"adr-place\">En ligne sur Zoom avec Vincent Fournier<\/span>,<\/p>\n<p>\t\t\t\t\t\t<\/span>\t\t\t\t\t<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<div class=\"zn-singledetail-annonce wig-content\">\n<h2 class=\"x_x_MsoNormal\"><b><span class=\"x_x_ContentPasted0 x_ContentPasted0 ContentPasted0\">R\u00e9sum\u00e9<\/span><\/b><\/h2>\n<p class=\"x_ContentPasted0 ContentPasted0\"><span class=\"x_x_ContentPasted0 x_ContentPasted0 ContentPasted0\" lang=\"FR-CA\">En prenant l\u2019exemple des recherches men\u00e9es sur les touristes viticoles, cette pr\u00e9sentation se propose de d\u00e9montrer comment le concept de segmentation, centrale \u00e0 l\u2019usage et \u00e0 la manipulation professionnelle des donn\u00e9es en communication marketing, plut\u00f4t que d\u2019aider \u00e0 comprendre et \u00e0 refl\u00e9ter les comportements des gens, conduit plut\u00f4t \u00e0 construire la r\u00e9alit\u00e9 sociale.\u00a0<\/span><\/p>\n<p><span class=\"x_x_ContentPasted0 x_ContentPasted0 ContentPasted0\" lang=\"FR-CA\">Apparue de mani\u00e8re informelle dans la pratique professionnelle des publicitaires dans les ann\u00e9es 1920, puis formalis\u00e9e dans la recherche et l\u2019enseignement du marketing dans les ann\u00e9es 1950, la segmentation demeure au c\u0153ur des pratiques des professionnel.le.s de la communication et de l\u2019information visant la collecte, l\u2019analyse et l\u2019utilisation de donn\u00e9es, principalement \u00e0 des fins commerciales (Curti, 1967, Frank, 1997, Leiss et Al. 2005, Pope, 1983). La segmentation consiste \u00e0 construire des typologies de consommateurs dans le but d\u2019associer des produits, ainsi que des messages, \u00e0 des segments sp\u00e9cifiques de la population (Hackley, 2001, 2002&#160;; Mitchell, 1983). En pensant s\u2019appuyer sur une construction et une appr\u00e9hension scientifique des donn\u00e9es, les professionnel.es.s de la communication et de l\u2019information contribuent \u00e0 la cr\u00e9ation m\u00eame des segments.\u00a0<\/span><span lang=\"EN-US\"><span class=\"x_x_ContentPasted0 x_ContentPasted0 ContentPasted0\">Comme le souligne Giddens&#160;: \u00ab&#160;(\u2026)<span class=\"x_x_apple-converted-space x_x_ContentPasted0 x_ContentPasted0 ContentPasted0\">\u00a0<\/span><i class=\"x_x_ContentPasted0 x_ContentPasted0 ContentPasted0\">in conditions of high modernity, we all not only follow lifestyle, but in an important sense are forced to do so.<\/i><span class=\"x_x_apple-converted-space x_x_ContentPasted0 x_ContentPasted0 ContentPasted0\">\u00a0<\/span>&#160;\u00bb<span class=\"x_x_apple-converted-space x_x_ContentPasted0 x_ContentPasted0 ContentPasted0\">\u00a0<\/span><\/span><\/span><span class=\"x_x_ContentPasted0 x_ContentPasted0 ContentPasted0\" lang=\"FR-CA\">(Giddens, 1991&#160;: 81).<\/span><span class=\"x_x_ContentPasted0 x_ContentPasted0 ContentPasted0\">\u00a0\u00a0<\/span><span class=\"x_ContentPasted0 ContentPasted0\"><span class=\"x_x_ContentPasted0 x_ContentPasted0 ContentPasted0\">Pour illustrer le genre de d\u00e9rives auxquelles donnent lieu le concept de segmentation, je me propose de critiquer comment les recherches scientifiques d\u00e9finissent et construisent la cat\u00e9gorie et les segments des touristes viticoles.<\/span>\u00a0<\/span><\/p>\n<h2><b><span class=\"x_x_ContentPasted0 x_ContentPasted0 ContentPasted0\" lang=\"EN-US\">Notre invit\u00e9<br \/>\n<\/span><\/b><\/h2>\n<p class=\"x_x_MsoNormal\"><span class=\"x_x_ContentPasted0 x_ContentPasted0 ContentPasted0\" lang=\"EN-US\"><strong>Vincent Fournier<\/strong> est professeur au D\u00e9partement de communication sociale et publique de l\u2019Universit\u00e9 du Qu\u00e9bec \u00e0 Montr\u00e9al. D\u00e9tenteur d\u2019un doctorat en anthropologie, ses int\u00e9r\u00eats de recherche sont l\u2019\u00e9tude de la production et de la commercialisation du vin, la mondialisation de l\u2019alimentation et les pratiques de socialisation en ligne.<span class=\"x_x_Apple-converted-space x_x_ContentPasted0 x_ContentPasted0 ContentPasted0\">\u00a0<\/span><\/span><span class=\"x_x_ContentPasted0 x_ContentPasted0 ContentPasted0\">Ses recherches actuelles portent sur l\u2019\u00e9tude anthropologique de la culture et l\u2019industrie du vin dans la vall\u00e9e de l\u2019Okanagan en Colombie-Britannique (Canada), ainsi que sur les pratiques d&rsquo;astroturfing dans le cadre du projet ASTRO en collaboration avec plusieurs autres chercheurs du Labfluens.\u00a0<\/span><\/p>\n<h2>Modalit\u00e9s d&rsquo;inscription<\/h2>\n<p><b><span class=\"x_x_ContentPasted0\"><a id=\"LPlnkOWALinkPreview_1\" title=\"https:\/\/forms.gle\/k5jdPB51wowVCirF8\" href=\"https:\/\/forms.gle\/k5jdPB51wowVCirF8\">INSCRIPTION GRATUITE\u00a0<\/a><\/span><\/b><\/p>\n<\/p><\/div>\n<div class=\"zn-singledetail-keywords\">\n<h3 class=\"zn-singledetail-section-title\">Mots-cl\u00e9s<\/h3>\n<ul class=\"termslist termslist-post_tag\">\n<li class=\"termslist-item termslist-title\"><span class=\"termslist-titletxt\">Mots-cl\u00e9s<\/span><span class=\"doubledot\"><\/span><\/li>\n<li class=\"termslist-item tax-post_tag term-communication\"><a class=\"termslist-itemlink\" href=\"https:\/\/www.sfsic.org\/tag\/communication\/\" title=\"Communication\"><span class=\"termslist-itemname\">Communication<\/span><\/a><\/li>\n<li class=\"termslist-item tax-post_tag term-donnees\"><a class=\"termslist-itemlink\" href=\"https:\/\/www.sfsic.org\/tag\/donnees\/\" title=\"Donn\u00e9es\"><span class=\"termslist-itemname\">Donn\u00e9es<\/span><\/a><\/li>\n<li class=\"termslist-item tax-post_tag term-marketing\"><a class=\"termslist-itemlink\" href=\"https:\/\/www.sfsic.org\/tag\/marketing\/\" title=\"Marketing\"><span class=\"termslist-itemname\">Marketing<\/span><\/a><\/li>\n<\/ul><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p><!-- \/fxzn:singledetail --><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Mis en ligne le 16 octobre 2023 Th\u00e9matiques Communication et organisations Type d\u2019\u00e9v\u00e9nement S\u00e9minaire Sites internet de r\u00e9f\u00e9rence Inscription gratuite Dates de l\u2019\u00e9v\u00e9nement Du 20\/10\/2023 au 20\/10\/2023, 13h00 UQAM Lieu [&hellip;]<\/p>\n","protected":false},"author":781,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[30,69],"tags":[363,128,715],"thematique":[37],"sfsic":[],"class_list":["post-29689","post","type-post","status-publish","format-standard","hentry","category-evenement","category-seminaire-2","tag-communication","tag-donnees","tag-marketing","thematique-communication-organisations","wp-sticky"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Analyse critique d\u2019un concept central dans l\u2019utilisation des donn\u00e9es en communication marketing : la segmentation. 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