Enterprises are faced with thousands of consumers, and their consumption psychology, buying habits, income levels, geographical environment and cultural environment are quite different. For such a complex and changeable big market, any enterprise, no matter how large its scale and strong its financial strength, cannot meet all the needs of all customers in the whole market. In this case, enterprises can only engage in some production and marketing activities according to their own advantages, choose the target market that is suitable for their own operation and carry out target marketing.

STP model refers to Segmentation determining market segmentation factors and describing market segmentation characteristics, Positioning positioning each market segment and delivering positioning information to the market, Targeting evaluating each market segment and selecting the target market segment.

The market is just a big birthday cake.

1. Segmentation cut the cake into pieces, some with fruit, some without fruit, some with more Cream, and some with less Cream. These pieces have completed the cake (market) segmentation.

2. Targeting: Choose the cake according to your hobby. You are used to eating fruits, so you choose the one with more fruits. In marketing, that is to say, you choose a Target market that is suitable for the enterprise and profitable.

3. Position: You like cake with fruit, so tell people around you how delicious the cake with fruit is to prove that your choice is the best. In marketing, you use advertisements and other means to tell your company's image, product and so on to attract consumers.

1. Segmentation market segmentation

market segmentation refers to dividing the whole market into several market parts with similar demand according to the various differences of consumers, forming different market segments, that is, small markets.

the basis of market segmentation is the difference of consumer demand in the whole market. Because consumers' geographical environment, social environment and their own educational and psychological factors are different, their requirements for product price, quality, style and service are also different, and there are differences in consumer demand. Therefore, the objective demand difference is the basis of market segmentation.

The functions of market segmentation are as follows:

1. Market segmentation is beneficial for enterprises to know the market and choose the appropriate target market;

2. Market segmentation is beneficial for enterprises to make full and reasonable use of existing resources and formulate or adjust their marketing strategies;

3. Market segmentation is conducive to meeting the needs of consumers and improving the economic benefits of enterprises.

criteria of market segmentation:

market segmentation is based on differences in consumer demand, so all factors that form differences in demand are used as criteria of market segmentation. Market segmentation criteria can usually be divided into four categories:

1. Geographical segmentation: country, region, city, countryside, climate and topography

2. Population segmentation: age, gender, occupation, income, education, family population, family type, family life cycle, nationality, nationality, religion and social class

3. Loyalty degree, purchase preparation stage and attitude

In market segmentation, the following three basic principles should be observed:

1. Measurability: the criteria for market segmentation are clear, and there are obviously different demand differences among different market segments.

2. Accessibility: the selected market segment can be entered by enterprises with sufficient ability.

3. Profitability: Only when the subdivided market enables the enterprise to obtain enough profits can it have the value of development.

second, Targeting market

after market segmentation, the enterprise is prepared to meet its needs with corresponding products and services in one or several sub-markets. In order to choose which sub-markets as its target market, the enterprise must evaluate these sub-markets. The specific evaluation contents include: the size and growth potential of market segments, the profitability of market segments, the competition of market segments, and whether the marketing objectives and resources of enterprises match.

Enterprises should enter the target market according to the factors such as enterprise strength, product difference, market difference, product life cycle and competitor strategy.

The available target market strategies are as follows:

1. Indifferent marketing: it means that the company only launches one product or only uses one set of marketing methods to attract customers. When the company determines that there are few differences among the market segments, it can consider adopting such a large number of marketing strategies.

2. Differentiated marketing: refers to the company expanding the colors, styles and varieties of some products according to the characteristics of each market segment, or formulating different marketing plans and methods to fully meet the different needs of different consumers and attract different buyers, thus expanding the sales of various products

3. Centralized marketing: refers to the company concentrating all marketing efforts on one or a few favorable market segments.

third, Positioning product positioning

the essence of market positioning is to determine the competitive position of this enterprise's products in the market. Through market positioning, we can create and form the characteristics of enterprise products that are different from competitors, so that the products will leave a deep impression on consumers and establish a good image.

Method of market positioning:

Different products, different customers and different competitive environments make enterprises have different methods of market positioning. The method of enterprise's market positioning is multidimensional.

1, according to the product characteristics positioning, according to the characteristics of the product itself, to determine its position in the market. Many factors that constitute the inherent characteristics of products can be used as the principles on which market positioning is based, such as product function, composition, material, quality, grade and price.

2. According to the positioning of product benefits, the attributes of the product itself and the benefits derived from it, the methods of solving problems and the degree of key needs to be met can also make customers feel his positioning.

3. locate according to the user type. Enterprises guide products to appropriate potential users, and create appropriate impressions according to users' psychological and behavioral characteristics and specific consumer evaluations.

4. Positioning according to competition needs. According to the characteristics of competitors and market positioning, combined with the development needs of enterprises, enterprises position their products in the grade of another kind of competitive products similar to them, or in different attributes or interests directly related to competition.

market positioning strategy:

1. Filling positioning strategy, in order to avoid strong competitors, enterprises position their products in the blank or gap parts of the target market. This strategy can avoid competition, quickly gain a foothold in the market, and quickly establish an image in the minds of consumers or users. This positioning method has less risk and higher success rate, and is often adopted by most enterprises.

2. Side-by-side positioning strategy: Side-by-side positioning strategy refers to an enterprise positioning its products near the products of existing competitors, serving similar customer groups and meeting the same target market part with similar homogeneous products. There are some risks in adopting this positioning method, but many enterprises think that it is a feasible market positioning attempt that can motivate themselves to make progress. Once it is successful, it will gain huge market advantages, because this market part is definitely the most profitable part.

3. Counter-positioning strategy: refers to that enterprises should seize market share from powerful competitors in the market, change consumers' original understanding, occupy competitors' original position and take their place. The purpose of adopting this strategy is that enterprises are prepared to expand their market share and are determined and capable of defeating competitors.

4. Relocation strategy: With the development of enterprises, the progress of technology and the change of social consumption environment, enterprises revise their past positioning, so that enterprises have more adaptability and competitiveness than in the past.

it's no use knowing something, but often failing to do it.

technical signposts are often used to make a line, and there will be countless combinations. Then, after filtering with 3C and stp, some things will be gone, leaving only two or three. Then, leaders will be given a choice, ID, R&D and technical filtering, and there are not many options.

3c+STP function: the function of integrating all resources and finally becoming mature opinions is a filter. Without insight, the basis and function of business plan will be lost.

Finally, I would like to share a small case: Norway is full of mountains, mainly scattered, but rich. Living in the mountains, it is very painful to sell mobile phones with 1,811 trillion and 911 trillion things. People live in scattered places, so we don't add base stations. There is an operator who started from scratch and made a particularly expensive mobile phone. The cdma451 signal is very suitable, and he can access the network at any time. He likes adventure and can access the network when he is thousands of miles away from the coast. As a result, there are few base stations, and many people buy customized mobile phones with 411~511 dollars. This is also a way of insight. In poor countries, even mobile phones with similar geography can't do it with this strategy.