Analysis of Segmentation Marketing

The traditional mass marketing model is aimed at a wide range of consumers, and not only can it not effectively differentiate between the real target consumers, but also can not differentiate between the segmented target consumers. Therefore, the traditional mass marketing model of casting a wide net often leads to a rise in the cost of advertising thousands of people and a serious waste of advertising resources, and, with the increase in consumer-accessible media, as well as the intensification of competition in the mass media, this waste will become more and more serious.

In this way, this waste directly leads to the soaring marketing costs of enterprises, the threshold of competition in the industry, and the market risk of enterprises is also increased. For example, last year, the health care industry, such as intestinal tea and other products in the industry to set off the trend of full-page ads, has made OTC drugs, health care products, advertising competition has been raised to a new stage, and now, without the support of a strong capital, an OTC drugs or health care products ads are simply not possible to form an impact! Therefore, if the same as before, without segmentation and planning, to take a wide net type of mass marketing model, the big smash advertising, its behavior is like preparing to kill chickens with a bull's-eye knife, and finally at any time there is a possibility of "sowing is the dragon's seed, harvest is the flea" phenomenon!

And niche marketing is different, its advantage is that it emphasizes the "points", emphasizing the broader target consumer groups to be subdivided, to find the real belong to their own target consumers. As a result of strong focus, so that the product marketing centripetal force is more concentrated, the role of the more violent.

Theoretically speaking, the essence of niche marketing is "precise", "segmentation", "effective". Focused marketing does not try to occupy all the target consumer groups; do not try to produce all the products needed by the target consumers; do not try to enter all the broad product channels; do not try to set the price of the segmentation of the target consumers can not afford; do not try to carry out a wide range of communication, promotion methods. In short, what the niche marketing can do is: in the most appropriate place, with the most accurate, the most economical way to sell the product to the most needy target consumers. Maximize cost reduction and eliminate waste of expenses, the effectiveness of marketing to play to the extreme.