Standards and methods of market segmentation.

With the wide application of market segmentation theory in enterprise marketing, people pay more and more attention to the study of market segmentation standards. To sum up, the standards and methods on which market segmentation is based mainly include the following aspects:

Geographical environment, population, consumer psychology, consumer behavior. Some of these factors are relatively stable, while most of them are in dynamic change.

1, geographical and environmental factors, that is, to segment the market according to the geographical location and natural environment of consumers. Specific variables include: country, region, city size, climate and population density in different regions.

2. Geographical environment is the primary basis for subdividing the consumer market, because consumers in different geographical locations and environments often have different demand characteristics for the same product, so their reactions to the marketing mix of enterprises are often different.

3. Geographical and environmental factors are easy to distinguish and analyze, and they are the basic factors to be considered in market segmentation. But at the same time, the geographical environment is a relatively static variable, and consumers in the same geographical location still have great differences in their demand for a certain product. Therefore, when enterprises choose the target market, they must also subdivide the market according to other factors.

Extended data

The characteristics that an effective market segment must have.

1, Measurability This means that the standards and variables used to segment the market and the segmented market can be identified and measured, that is, there are obvious differences and reasonable ranges. If some segmentation variables or buyers' needs and characteristics are difficult to measure, define and describe after market segmentation, then market segmentation will lose its meaning.

Some objective variables, such as age, gender, income, geographical location, nationality, etc. , are relatively easy to determine, and relevant information and statistical data are relatively easy to obtain; And some subjective variables, such as psychological and personality variables, are more difficult to determine.

2. Accessibility This means that enterprises can enter selected market segments and carry out effective promotion and distribution. In fact, it is to consider the feasibility of marketing activities. First, enterprises can transmit the information of products to many consumers in the market through certain advertising media, and second, products can reach the market through certain sales channels.

3. Profitability (scale) This means that the size of the market segment should be large enough for the enterprise to have sufficient profitability, so that it is worthwhile for the enterprise to design a marketing plan for it, so as to successfully realize its marketing objectives and have the potential for expansion, so as to ensure the ideal economic benefits and social service benefits as planned.

Refer to Baidu Encyclopedia-Market Segmentation