Question 2: How to do Market Segmentation/Exam No.24 is a student's problem. The following are the reference answers: consumer segmentation: 1, divided by demographic factors; (Gender, age, family life cycle, income, occupation) 2. According to geographical factors: (geographical area, climate, population density, town size) 3. According to psychological factors: (social class, lifestyle, personality) 4. According to behavioral factors: (purchase opportunity, pursuit of benefits, user situation, frequency of use, loyalty, purchase preparation stage.
Question 3: How to do market segmentation Market segmentation is a process in which enterprises divide the whole market into different consumer groups according to different consumer demands. Its objective basis is the heterogeneity of consumer demand. The main basis of market segmentation is the customer base with consistent demand in heterogeneous markets, and the essence is to seek homogeneity in heterogeneous markets. The goal of market segmentation is aggregation, that is, aggregation of consumers with the same needs in different markets. This concept has played an important role in promoting the development of enterprises.
So what is the basis of market segmentation? Take online education as an example.
Homogeneous preference. All consumers in the market have a strong need to update their knowledge, and their preferences are similar, with no obvious difference. Online interactive teaching can be used.
Disperse preferences. Consumers' preferences in the market are not concentrated, and consumers with different preferences are evenly distributed and dispersed. At this time, enterprises have two target markets to choose from: one is to provide an online education service to this market, so that market demand will turn to homogeneous preference; The second is to provide a multi-network education platform for this market. This educational product itself emphasizes the combination of knowledge and preference, which makes the market demand transition from group preference.
Group preference. Consumers with different preferences in the market have formed some clusters, some focusing on classroom education, some focusing on skills training, and some focusing on the improvement of personal quality, each forming several strongholds. This naturally formed a number of market segments.
What benefits can market segmentation bring us? It is beneficial to analyze and explore new market opportunities and formulate the best sales strategy; Conducive to small enterprises to explore the market; It is beneficial for enterprises to adjust their sales strategies; It is beneficial for enterprises to concentrate on the use of enterprise resources according to the characteristics of market segments, avoid distracting forces, give play to their own advantages and obtain the best economic benefits.
So how to do market segmentation?
When we do market segmentation, we should first give the basis of market segmentation according to our own experience and the market situation of other companies, that is, a market cutting method. The cutting method in the market is very important. If the cutting method is not good, you still can't see why after cutting. Let's take a look at the following table of the clothing industry:
style
grade
classical style
Popular style
Avantgarde style
top-grade
(of goods) of medium quality or price.
tin-pot
This is subdivided according to the grade and style of clothing, so a big market is divided into nine combinations. These combinations don't necessarily exist, but we need to define each grid, which is the preliminary definition of the market. Look at the next table:
type
Age/sex
garments in Western style
Subsidiary product
Chinese-style clothing
Sportswear/apparel
informal dress
Teenager (male)
Teenager (female)
Young and middle-aged (male)
Young and middle-aged (female)
Old age (male)
Old age (female)
We subdivide the market that we think we can enter according to the first table and then subdivide it according to the second table, so that we can make clear the target market we want to choose. Here we can see the positioning of the men's wear brand Goldlion: fashionable and high-end young and middle-aged men's suits and supporting products. First, briefly introduce the subdivision methods of industrial products and consumer goods. Industrial products can be divided by industry (household appliances, energy, etc.). ), application (after-sales service, supervision, scientific research, office, etc. ), type and region; Consumer goods can be subdivided according to consumers' income, age, education level, region and preferences.
So what is the basis of market segmentation? Take online education as an example.
Homogeneous preference. All consumers in the market have a strong need to update their knowledge, and their preferences are similar, with no obvious difference. Online interactive teaching can be used.
Disperse preferences. Consumers' preferences in the market are not concentrated, and consumers with different preferences are evenly distributed and dispersed. At this time, enterprises have two target markets to choose from: one is to provide an online education service to this market, so that market demand will turn to homogeneous preference; The second is to provide a multi-network education platform for this market. This educational product itself emphasizes the combination of knowledge and preference, which makes the market demand transition from group preference.
Group preference. Consumers with different preferences in the market have formed some clusters, some focusing on classroom education, some focusing on skills training, and some focusing on the improvement of personal quality. & gt
Question 4: 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 of market segmentation mainly include the following aspects: geographical environment, population, consumer psychology and consumer behavior. Some of these factors are relatively stable, while most of them are in dynamic change.
1. Geographical environment factors, that is, subdividing 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. 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. In a word, geographical and environmental factors are easy to distinguish and analyze, and they are the basic factors that should be considered when segmenting the market. 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.
2. demographic factors. Demographic variables that can be based on include age, marriage, occupation, gender, income, education level, family life cycle, nationality, nationality, religion, social class and so on. Obviously, there is a close relationship between these demographic variables and demand differences. For example, consumers of different ages and education levels will have great differences in values, life tastes, aesthetic concepts and lifestyles. Therefore, market segmentation based on demographic variables has been widely concerned in enterprise marketing management.
3. Age and family income also restrict the demand for some products. When choosing the target market, enterprises can consider the number of families in each market segment, the average purchase rate, the degree of product competition and other factors according to their marketing objectives and expected profits. After analysis, research and prediction, the potential value of each market segment can be evaluated more accurately.
4. Psychological factors, that is, market segmentation according to the psychological characteristics of consumers. Psychological factors are very complicated, including personality, purchase motivation, values, lifestyle, interest pursuit and so on. Lifestyle, for example, refers to people's tendency to specific habits and ways such as consumption and entertainment. Consumers who pursue different lifestyles and tastes have great differences in their hobbies and needs for goods. Nowadays, more and more enterprises, especially those in clothing, cosmetics, furniture, catering, tourism and other industries, pay more and more attention to market segmentation according to people's lifestyles and tastes.
4. Consumer's personality, values and other psychological factors also have a certain impact on demand. Enterprises can group consumers with similar personalities, hobbies, interests and value orientations, and formulate targeted marketing strategies in combination with their behaviors. For example, under the influence of the above psychological factors, people's lifestyles can be divided into traditional, trendy, luxurious, lively and social. Obviously, this subdivision method can show the psychological demand characteristics of different consumer groups for products. The pursuit of benefits refers to the degree to which consumers attach importance to the different effects of products during the purchase process. A survey on Asian women's clothing market shows that Asian women like tight-fitting clothes for the following reasons: they are more feminine visually, more beautiful in appearance and more confident. But there are still psychological differences in the pursuit of women in different countries and regions.
5. Behavioral factors, that is, market segmentation according to consumers' buying behavior, including the degree of consumers' entering the market, the frequency of using products, the degree of preference and other variables. According to the degree of consumers entering the market, they can usually be divided into regular consumers, first-time consumers and potential consumers, and accordingly they can be divided into several different market segments. Generally speaking, enterprises with abundant funds and high market share pay special attention to attracting potential buyers. Through marketing strategies, especially advertising promotion strategies and preferential prices, enterprises turn potential consumers into first-time consumers of their products, and then into regular consumers. And some small and medium-sized enterprises, especially those unable to carry out large-scale promotion activities, mainly focus on attracting regular customers. Among fixed consumers, the frequency of using products by different consumers is also very different. Therefore, it can be further subdivided according to the frequency with which consumers use products. For example, commonly used >>
Question 5: What are the basic methods of market segmentation? Consider consumer psychology, buying habits, income level, geographical environment and cultural environment.
Question 6: What are the principles and general methods of market segmentation? 1. Measurability. Refers to the measurable degree of purchasing power and scale of each market segment. If the segmentation variables are difficult to measure, the market cannot be defined. 2. profitability. Refers to the newly selected market segment capacity of the enterprise is enough to make the enterprise profitable. 3. accessibility. It means that the selected market segment must match the enterprise's own situation, and the storage industry has the advantage to occupy this market. Accessibility is embodied in information entry, product entry and competition entry. Considering the accessibility of the market is actually to study the feasibility of its marketing activities. 4. differences. Refers to the concept that market segments can be distinguished and react differently to different marketing mix factors and schemes. Market segmentation method 1, single standard method 2, leading factor arrangement method 3, comprehensive standard method 4, series factor method.
Question 7: How to subdivide the consumer market There are four kinds of variables in subdividing the consumer market, namely geographical variables, demographic variables, psychological variables and behavioral variables. Based on these variables, market segmentation has produced four basic forms of market segmentation: geographical segmentation, demographic segmentation, psychological segmentation and behavioral segmentation. 1. Geographical variable: subdivide the market according to the geographical location and natural environment of consumers. For example, the whole market is divided into different small markets according to the differences of countries, regions, city size, climate, population density and topography. The second is demographic variables, such as age, gender, family size, family life cycle, income, occupation, education, religion, race, nationality, etc. , used to segment the market. Third, psychological variables, market segmentation according to psychological factors such as social class, lifestyle and personality characteristics of buyers, is called psychological segmentation. Fourthly, behavioral variables are divided into different groups according to buyers' understanding, attitude, use and reaction to products, which is called behavioral segmentation.
Question 8: How to accurately position the market? First of all, do market research to find out which market segment is profitable, suitable for your enterprise to operate, whether there are competitors or whether you are competitive enough, so that you can make a positioning. If you want to do market positioning, you must understand market segmentation. It can be subdivided according to purchasing power and positioned as high, medium and low; Can also be subdivided according to the characteristics of the crowd, such as wearing shoes, some people like leather shoes, some people like sports shoes; There are many ways to subdivide. But when positioning, you should also pay attention to the fact that the market you want to position must be profitable. The so-called ownership means that the market size must be large enough and more people must buy it, so that it is an effective positioning. Market positioning includes three steps: identify the possible competitive advantage based on it, choose the correct competitive advantage, and effectively show the market positioning of the enterprise to the market. 1. Identify possible competitive advantages. Consumers generally choose products and services that bring them the greatest value. Therefore, the key to win and retain customers is to understand customers' needs and purchasing process better than competitors and provide them with more value. By offering lower prices than competitors, or providing more value, making higher prices look reasonable. Enterprises can position their own market as providing superior value to the target market, so that enterprises can win a competitive advantage. Product differences: Enterprises can distinguish their products from other products. Service differences: In addition to the actual product differences, enterprises can also make their products-related services different from other enterprises. Personnel differences: Enterprises can gain a strong competitive advantage by hiring and training people who are better than their competitors. Image difference: Even if competing products look similar, buyers will observe the difference according to the image of the enterprise or brand. Therefore, enterprises distinguish themselves from their competitors by establishing their image. 2. Choose the right competitive advantage. Assume that the enterprise has been lucky enough to find several potential competitive advantages. Now, enterprises must choose several competitive advantages to establish a market positioning strategy. Enterprises must decide how many kinds to promote and which advantages. Many marketers think that enterprises only need to vigorously promote one kind of interest in the target market, while other dealers think that the positioning of enterprises should be more than seven different factors. Generally speaking, enterprises need to avoid three major market positioning misunderstandings. The first is that the positioning is too low, that is, there is no real positioning for the enterprise at all. The second mistake is that the positioning is too high, that is, the company image passed to the buyer is too narrow. Finally. Enterprises must avoid chaotic positioning and give buyers a chaotic corporate image. 3. Communication and Transmission of Selected Market Positioning Once the market positioning is selected, the enterprise must take practical steps to convey the ideal market positioning to the target consumers. All marketing combinations of an enterprise must support this market positioning strategy. Positioning an enterprise requires concrete actions rather than empty talk.
Question 9: What does market segmentation mean? Market segmentation is a process in which enterprises divide the whole market into different consumer groups according to different consumer demands. Its objective basis is: the heterogeneity of consumer demand. The main basis of market segmentation is the customer base with consistent demand in heterogeneous markets, and the essence is to seek homogeneity in heterogeneous markets.
The goal of market segmentation is not decomposition, but aggregation, that is, aggregation of consumers with the same needs in markets with different needs. Of course, market segmentation is not the purpose of enterprises, nor can it be segmented for the sake of segmentation. The finer the market, the better.
1. Complete market segmentation
The so-called complete segmentation means that every consumer in the market constitutes an independent sub-market, and enterprises produce different products for each consumer according to his different needs. Theoretically, only some small-scale markets with few consumers can be completely subdivided, which is uneconomical for enterprises. Nevertheless, complete segmentation still has a big market in some industries, such as aircraft manufacturing, and customized marketing, which has become popular in recent years, is the result of complete segmentation.
2. No market segmentation
No market segmentation means that the needs of every consumer in the market are exactly the same, or that enterprises deliberately ignore the differences in consumer needs without market segmentation.
As far as the consumer market is concerned, subdivision variables can be summarized as geographical environment factors, demographic factors, consumer psychology factors, consumer behavior factors, consumer interests factors and so on. There are five basic forms of market segmentation: geographical segmentation, crowd segmentation, psychological segmentation, behavioral segmentation and benefit segmentation.