How do companies conduct market segmentation

Question 1: How to conduct market segmentation? Market segmentation (market segmentation) is an enterprise according to the different needs of consumers, the whole market is divided into different consumer groups process. Its objective basis is the heterogeneity of consumer demand. The main basis for market segmentation is the customer groups with the same demand in the heterogeneous market, which is essentially to seek homogeneity in the heterogeneous market. The goal of market segmentation is to aggregate, i.e., to aggregate consumers with the same needs in markets with different needs. This concept is put forward for the development of enterprises has an important role in promoting. Beacon headhunting experts believe that market segmentation has two extreme ways: complete market segmentation and no market segmentation; between the two extremes there are a series of transitional segmentation mode. The so-called complete market segmentation is that every consumer in the market constitutes an independent sub-market, according to each consumer's different needs for the enterprise to produce different products. Theoretically, only some small-scale, very small number of consumers in the market can be fully segmented, this practice is not economical for enterprises. Nevertheless, completely segmented in some industries, such as aircraft manufacturing industry or a large market, and in recent years began to popularize the customized marketing is the enterprise to the market for the results of complete segmentation. 2. No market segmentation No market segmentation refers to the market of each consumer demand is exactly the same, or the enterprise intentionally ignores the differences between the needs of consumers, and does not segment the market. In the case of consumer markets, segmentation variables, summarized in the main geographic environment factors, demographic factors, consumer psychology factors, consumer behavior factors, consumer benefit factors. There are then five basic forms of market segmentation: geographic segmentation, demographic segmentation, psychological segmentation, behavioral segmentation, and beneficiary segmentation. [edit]Procedure

Question 2: How to do a good job of market segmentation? First, do a good job of market segmentation of the strategic stage

Do a good job of market segmentation is not just a better way to make money, standing in the long-term development of the enterprise point of view, it includes the short, medium and long term significance of the three aspects, only to grasp the strategic characteristics of the different stages, it is possible to implement effective tactics.

First look at the short term, segmentation of the market is the magic weapon to create a market, the formation of a non-competitive state, so as to quickly absorb the purchasing power of the market, this stage is to fight the battle of the bulge, aiming at the opponent's defenses of the weak links or blanks, in the medium term, then, will be realized by the transition from the battle of the bulge for the battle of the position, which is a segmentation of the market can be the enterprise's "Super Engine" the key. This is the key to whether a market segment can become a "super engine" of the enterprise.　　Finally to talk about the long term, the transition from the battlefield to scale war, war, the key is whether the commodity qualities and corporate philosophy coincide, which is the relationship between local (commodity) and global (brand concept), from a long-term perspective, the corporate philosophy is an impregnable front, commodity qualities must be subordinate to the idea that this is the watershed of the enterprise's sustained development, but also to do the brand's real inner strength

Second, do a good job of market segmentation

Here we take the example of Sofitel's anion shampoo and other stormy commodities to talk about how to do a good job of market segmentation.

Sofitel entered the shampoo market at that time, the market was a melee, the performance of the concept of shampoo flying all over the place, anti-dandruff, moisturizing, hair care, black hair, and so on a few mountains, crowded with major companies, foreign corps (P&G, Unilever, etc.) and the soil corps (Lafonte, Goody, Tiflower Show, etc.) the whole front, advertising, price war, promotional campaigns, access to the battlefield, all on the tactical level of the companies to fight the hot, the face of such thousands of horses and horses. In the face of such an army of thousands of horses, hard to rush in the result is not dead that is injured, Sofitel's one-wood bridge where?

1, jump out of the competition to find the market

Transformational thinking is the premise of doing the right thing, the shortcomings of this idea is to make the enterprise into the opponents of the line, resulting in homogenization, and the results ended in failure. Those who are currently alive homogenized goods, not because the goods themselves are good. Then for the battlefield, we suggest that the thinking is "out of the competition to find the market", give up the practice of rivals, so as not to be held by the opponent's front, this point is very simple to say, but companies often can not help but do this wrong, looking for market gaps, the establishment of their own front is the most important. Sofitel do is to give up dandruff, moisturizing, hair care, black hair 4 positions, to find their own negative ion this blank market. Coca eye film is also to give up the rivals of moisturizing, supplemental vitamin C, E, to find "Han Fang eye" this blank market. On the contrary, many color screen phone, a swarm of color screen, the result is most of the failure.

2, back to the original point of demand

Usually people only pay attention to how the development of the industry, pay little attention to other industries, but let's think carefully, why some of the other industry commodities sold so well, is bound to meet a big demand, and if the demand for the face of the customer and their own customers are the same or close to the inevitable means that there are potential business opportunities, in this case, to break the professional thinking, industry thinking, pan-industry observations. Thinking, industry thinking, pan-industry observation and thinking, become the development of commodity concept must. Since the original demand for shampoo is beautiful, look at the hair and beauty salons know that in recent years the hottest is the anion hair straightening, hair straightening has become a new means of meeting the beauty of the anion so that people believe that the results, then the introduction of negative ions into the shampoo to facilitate the characteristics of the busy modern people to meet the demand for love of beauty and love of the present, then the development of the concept of the commodity is to "show the external beauty of hair "

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3, become a spokesman for the category

If the original concept of goods is a "breakout battle", then become a spokesman for the category is a "battle of the position", which is also a segment of the market can become a business " super engine" key. Super engine" is the key, each become a category spokesman for the goods, have their own position, and good drive the development of the enterprise, Colgate's "oral care experts", Platinum Brain's "gift", Left Bank Café's "lonely and elegant humanities", etc., this position does not exist in the goods, but the customer's cognition, so the focus of the Sofitel is not to let the customer remember the negative ions, which is wrong, but "hair beauty", this cognition will be conducive to the establishment of the position, which is based on the fundamental, this is based on the fundamental, this is a good drive for the development of the enterprise. If you need a beautiful appearance, look for Sofitel; growth, performance in this is a long-term demand, negative ion is just a gust of wind, when the swim ion, ceramic hot launch, negative ion shampoo is difficult to sell moving, only on the negative ion ...... >>

Question 3: Why can companies segment the market Enterprises themselves have their own characteristics A certain market also has its own characteristics

The work of the enterprise to find a market segment according to their own characteristics suitable for this characteristic

At the same time, you can also use their own limited resources to do things in the best possible way

Only then can they be in their own capabilities Only in this way can we concentrate on our own limited ability to compete with competitors

Question 4: The role of market segmentation in the development of enterprises Try to discuss the role of market segmentation in the development of enterprises A. What is meant by market segmentation? Market segmentation is based on the different needs of consumers for products and marketing mix, the market is divided into groups of buyers with different needs, character or behavior, and outline the market segments, the purpose is to take unique products for each group of buyers or marketing mix strategy, so that enterprises to find their own target market, to determine the best marketing strategy for the target market in order to obtain the best returns. To put it plainly, look at the text and think of the meaning, market segmentation is a seemingly complete market is divided into a number of relatively independent of the intrinsic logic of the link between the smaller market. For example: the cosmetics market is a complete and huge market, but we can functionally subdivide it into: moisturizing market, beauty market, health care market, therapeutic market and so on. We can also break it down by age: the market for girls under 20 years old, the market for young women aged 20 - 35, the market for middle-aged women aged 35 - 50, and the market for elderly women aged 50 and above. We can also divide it by occupation: industrial workers market, white-collar women's market, public officials market, rural women's market, etc.. Second, how to carry out the correct market segmentation? To carry out the correct market segmentation, the primary issue is the ability to correct the status and role of marketing in the enterprise, whether it can become the general staff of the enterprise and the vanguard, in the enterprise involved in the operation or will be involved in the operation of the market to find out the "market opportunities and the balance of corporate strength," elected a high rate of return on investment, long-term benefits, and the company's expertise in line with the target market, before the company's expertise, it is the only way to find the right market segmentation. The company's expertise consistent with the target market, is really play a strategic role in marketing. Third, what is the significance of correct market segmentation? Generally speaking, market segmentation is conducive to the discovery of new market opportunities, is conducive to mastering the market dynamics, timely development and adjustment of market strategy, is conducive to improving the utilization of corporate resources and competitiveness. (A) is conducive to the discovery of new market opportunities Consumer demand has a certain degree of complexity, through the market segmentation, we can find out which consumer demand has been met, which is still a potential demand; accordingly find out which products are highly competitive, which product competition is less, so as to find an attractive market. (B) is conducive to grasp the market dynamics, timely development and adjustment of market strategies The characteristics of each market segment are different, through market segmentation, enterprises can accurately grasp the characteristics of the target market, taking into account the different circumstances, the development of products, prices, channels and promotional programs, and according to the market dynamics of the timely adjustments to adapt to different needs. (C) is conducive to improving enterprise resource utilization and competitiveness Through market segmentation, enterprises can focus their limited human and financial resources on the target market, to avoid shortcomings, targeted management, effective development of resources, improve market share, and ultimately enhance the profitability of enterprises and the level of competition. Specifically, the correct market segmentation of enterprises in product positioning, price setting, advertising strategy, packaging design and promotion and other marketing elements of the combination of decision-making has an important guiding significance. (A) product positioning or take the cosmetics market as an example. If we break it down by occupation, as mentioned in the fourth paragraph, we can initially break it down into four types of markets. For industrial workers, because of their occupation, they have a lot of opportunities to contact with some harmful chemical substances and organic substances, thus, they are concerned about the focus of the cosmetic products will inevitably be placed on whether to protect their skin from these harmful substances. This kind of target group should be found in industrial and mining enterprises. Similarly, white-collar women also said that their requirements for cosmetics on the ability to maintain youth, can slow down the aging. This target group should be found in office buildings. The rural women also say that because of too much outdoor labor, their requirements for cosmetics are placed on the ability to prevent ultraviolet rays, to prevent the skin from darkening. There is no doubt that this type of target group should be sought in the countryside. This is about the role of market segmentation in product positioning points and appeal points. (ii) Price customization and promotion methods Industrial workers and rural women generally have lower income and are more sensitive to the price of the product. While white-collar women and civil servants generally have higher income and are more neglectful of the price of the product. Similarly, in terms of market promotion, industrial workers and rural women are generally more interested in product giveaways and offers. White-collar women and civil servants, on the other hand, are more interested in the effects and functions of the products. The places where white-collar women are concentrated are some high-end shopping malls and shopping centers in addition to office buildings. And where industrial workers are concentrated, in addition to industrial and mining enterprises, are some farmers' markets and supermarkets ...... >>

Question 5: How to do market segmentation Market segmentation (market segmentation) is based on the different needs of consumers, the entire market is divided into different consumer groups of the process. Its objective basis is the heterogeneity of consumer demand. The main basis for market segmentation is the customer groups with the same demand in the heterogeneous market, and the essence is to seek homogeneity in the heterogeneous market. The goal of market segmentation is to aggregate, i.e., to aggregate consumers with the same needs in markets with different needs. This concept is proposed for the development of the enterprise has an important role in promoting.

So what is the basis for market segmentation? Take online education for example.

Homogeneous preferences. All consumers in the market have a strong need to update their knowledge, similar preferences, there is no significant difference, all can be used in the way of interactive online teaching.

Decentralized preferences. Consumer preferences in the market is very unconcentrated, the distribution of consumers with different preferences is relatively uniform, decentralized. At this time, the enterprise has two alternative target markets: one is to provide a network education services to this market, so that the market demand to homogeneous preference transfer; the second is to provide multiple network education platforms to this market, this education products in the combination of knowledge and preferences have their own focus, so that the market demand phase of the group-type preference transition.

Group-based preferences. Clusters of consumers with different preferences in the market form, some favoring classroom education, some favoring skills development, and some favoring personal improvement, each forming several strongholds. This naturally creates several market segments.

What benefits can market segmentation bring us? Beneficial to the analysis of the discovery of new market opportunities, the development of the best sales strategy; conducive to the development of the market for small businesses; conducive to the adjustment of sales strategy; conducive to the characteristics of the market segments, focus on the use of corporate resources, to avoid fragmentation of power, to play to their strengths, and to achieve the best economic results.

So how to do market segmentation?

When we do market segmentation, we should first base on our own experience and the market situation of other companies to give the market segmentation to formulate the basis, that is, a market cutting method. The method of cutting the market is very important, if the cutting method is not good, then after cutting down, we still can not see a reason. Let's look at the apparel industry. Let's look at the following table:

Style

Grade

Classical style

Popular style

Avant-garde style

High-grade

Mid-grade

Low-grade

It's a segmentation of apparel grades and styles, and in this way, the market is divided into nine combinations. nine combinations. These combinations do not necessarily exist, but we should make a definition of each cell, that is, the initial definition of the market. Female)

Elderly (male)

Elderly (female)

We will be in accordance with the first table after the breakdown of the market is considered accessible according to the second table is subdivided again, we can define the target market we want to choose. Here we can see the positioning of the men's brand Jinlilai: popular style high-end young men's suits and ancillary products. In the following, we will introduce the segmentation method of industrial and consumer goods in a more general way. Industrial goods can be divided according to industry (home appliances, energy, etc.), application (after-sales service, supervision, scientific research, office, etc.), type, geography, etc.; consumer goods can be divided according to the consumer's income, age, education, geography, preferences, etc.

Then what is the basis for market segmentation? Take online education as an example.

Homogeneous preferences. All consumers in the market have a strong need to update their knowledge, have similar preferences, and do not have significant differences, all of which can be used in the form of interactive online teaching.

Decentralized preferences. Consumer preferences in the market is very unconcentrated, the distribution of consumers with different preferences is relatively uniform, decentralized. At this time, the enterprise has two alternative target markets: one is to provide a network education services to this market, so that the market demand to homogeneous preference transfer; the second is to provide multiple network education platforms to this market, this education products in the combination of knowledge and preferences have their own focus, so that the market demand phase of the group-type preference transition.

Group-based preferences. Consumers with different preferences in the market form clusters, some favoring classroom education, some favoring skills development, and some favoring personal qualities. ...... >>

Question 6: Criteria and methods of market segmentation. With the general application of the theory of market segmentation in enterprise marketing, the study of market segmentation standards has become more and more important to people.

Summarized, the market segmentation based on the criteria and methods are mainly the following aspects: geographic environment factors, demographic factors, consumer psychology and consumer behavior factors. Some of these factors are relatively stable, and most are in dynamic change.

1. Geographic environment factors, that is, according to the geographical location of consumers, the natural environment to segment the market. Specific variables include: country, region, city size, climate and population density in different areas. The reason why the geographic environment factors as the primary basis for consumer market segmentation, is because consumers in different geographic locations and environments, the same type of product will often show a large difference in demand characteristics, so that the response to the enterprise marketing mix is often also a big difference. In short, geographic factors are easy to identify and analyze, and are the basic factors that should be taken into account when segmenting the market. But at the same time, the geographic environment is a relatively static variable, in the same geographic location of the consumer demand for a product there will still be large differences. Therefore, the enterprise to choose the target market, but also must be based on other factors for market segmentation.

2. Demographic factors. The demographic variables that can be relied upon include age, marriage, occupation, gender, income, education, family life cycle, nationality, ethnicity, religion, social class, and so on. Obviously, there is a close relationship between these demographic variable factors and demand variability. For example, consumers of different ages and with different levels of education will have great differences in their values, life interests, aesthetic concepts and lifestyles. Therefore, market segmentation based on demographic variables is generally emphasized in corporate marketing management.

3. Age and household income also play a role in constraining the demand for certain products. Enterprises in the selection of the target market, according to the enterprise's marketing objectives and its expected profits, respectively, consider the number of families in each market segment, the average purchase rate, the degree of competition of the product and other factors. After analyzing the research and forecasting, you can more accurately assess the potential value of each market segment.

4. psychological factors, that is, in accordance with the psychological characteristics of consumers segmentation market. Psychological factors are very complex, including personality, purchase motives, values, life style, the pursuit of interests. For example, life style refers to people's tendency to specific habits and ways of consumption, entertainment and so on. Consumers pursuing different life styles and tastes have very different preferences and needs for commodities. Now more and more enterprises, especially in the clothing, cosmetics, furniture, catering, tourism and other industries are paying more and more attention to the people's life style and taste to segment the market.

4. Consumer personality, values and other psychological factors also have a certain impact on demand. Enterprises can have the same personality, hobbies, interests and values similar to consumers *** group, and combined with their behavioral approach to targeted marketing strategy. For example, in the role of the above psychological factors, people's lifestyles can be divided into traditional, trendy, extravagant, lively, social groups. Obviously this segmentation method can show the characteristics of different consumer groups' psychological needs for products. Pursued benefits refer to the degree of importance that consumers attach to different utilities of the product in the purchasing process. A survey of the Asian ladies' clothing market shows that Asian ladies love tight-fitting clothing for the following reasons: visually more delicate, more beautiful shape, more self-confidence and so on. However, the pursuit of different countries and regions of the lady in the psychological differences.

5. Behavioral factors, that is, in accordance with the consumer's purchasing behavior market segmentation, including the degree of consumer access to the market, the frequency of use of the product, the degree of preference and other variables. According to the degree of consumer access to the market, usually can be divided into regular consumers, first-time consumers and potential consumers, according to which can be divided into a number of different market segments. Generally speaking, enterprises with strong capital and high market share pay special attention to attracting potential buyers, and through marketing strategies, especially advertising and promotional strategies and favorable pricing, they turn potential consumers into first-time consumers of their products and then into regular consumers. On the other hand, some small and medium-sized enterprises, especially those who cannot afford to carry out large-scale promotional activities, mainly focus on attracting regular consumers. Among regular consumers, the frequency of use of the product is also very different from one consumer to another. Therefore, consumers can be further segmented according to their frequency of use of the product. For example, the frequency of use ...... >>

Question 7: Why does a company need to segment its market? A company has its own characteristics, and a market has its own characteristics.

A company needs to find the right part of the market to suit its characteristics, and at the same time, it can also utilize its own limited resources to do the best job it can do.

Only then can it focus its efforts to compete with competitors in its own limited capacity.

Question 8: What is the main task of market segmentation for enterprises? 1, for market decision makers, the purpose of market segmentation is to adopt a unique product or marketing mix strategy for each group of buyers in order to obtain the best returns. 2、 Market segmentation helps companies to identify the best market opportunities and increase market share. 3, market segmentation can also make the enterprise with the minimum operating costs to achieve maximum operating efficiency, improve the efficiency of the use of marketing resources. 4、 Market segmentation makes marketing easier. For a group of consumer demand will be more easily defined, especially when they have many **** the same characteristics (for example, seeking the same interests, with the same age, gender, etc.). 5, market segmentation is also conducive to grasp the needs of the potential market, and constantly develop new products, open up new markets.

Question 9: What is the method of market segmentation? 20 points Any one enterprise can not meet all the needs of all customers in the market, therefore, the enterprise should have a general understanding of their own products or services, and a certain understanding of the current market situation. Market segmentation is carried out on the basis of the determination of the general market direction.

Market segmentation needs to consider a variety of factors (such as consumer market segmentation needs to consider geographic, demographic, psychological and behavioral, etc.), generally based on specific product characteristics and market characteristics, to determine the most important one or several factors as the basis for market segmentation.

For example, consumer markets can be segmented based on geography, demographics, psychology, and behavior.

1. Geographic segmentation According to geographic location, town size, topography, landforms, climate, traffic conditions, population density, etc.; such as interior decoration products enterprises according to the different living environments, the market will be subdivided into the market of urban residents and the rural consumer market, etc.

2. Demographic segmentation According to age, gender, income, family size, family life cycle, occupation, education level, religion, Race, nationality, etc.; such as clothing companies according to the age of different market segmentation for children, youth, middle-aged and elderly market; cigarette companies according to the gender of different market segmentation for the male market and female market

3. Psychological segmentation According to the social classes, lifestyles, personality traits, buying motives, attitudes, etc.; such as some Western clothing companies, according to the different lifestyles of women, the market segmentation into "Simple women", "fashionable women" and "manly women" market

4. Behavioral segmentation According to the purchase time, purchase quantity, purchase frequency, Purchasing habits (brand loyalty), demand characteristics, such as tourist attractions according to the people to buy the peak period and off-peak period to set the price of tickets for the professional

The above is just a general segmentation, the enterprise should be based on their own strategic objectives, selected product market scope, that is, the enterprise for which geographic areas, what products, face what customer groups, etc.

This is the first time that we have seen the market in the United States and the United States.