Market segmentation is the enterprise according to the consumer demand is different, the whole market divided into different consumer groups process. Its objective is based on the consumer demand heterogeneity. Fractionizing market is the main basis of heterogeneous market demand consistent customer group, essence is in heterogeneous market in plan-making qualitative. Market segmentation aim is to polymerization, namely on the demand of different market demand in the same consumers polymerization together. This concept of, for enterprise's development has an important role in promoting.
With the concept of market segmentation is the American market experts Wendell R.S mith brought out in 1956.
According to the consumer's desire and the demand for large leading companies hard to service the overall market is divided into some common features subsets of market, in the same market segmentation result is called target consumers, relative to me-is to the markets these goals son market is all. N&z portion
It is the second world war ii, many American product market by seller's market into a buyer's market this new market under the mode of enterprise marketing ideas and marketing strategy, but also the new development of the enterprise and implement the consumers as the center of modern marketing idea of inevitable product.
Market segmentation status
Fireworks headhunting relevant experts think the market subdivision has two kinds of extreme ways: complete market segmentation and no market segmentation, In the two extreme exist between a series of transition segmentation mode.
1 complete market segmentation
Alleged and complete subdivision is market of each consumer individually constitute an independent child market, the enterprise according to the different needs of each consumer for its production of different products. In theory, only a few small scale, consumer quantity few market can completely segments, this practice speaking of the enterprise is not economical. Nonetheless, completely subdivision in some sectors, such as aircraft manufacturing industries or great market, and in recent years begin popularity "marketing" is the enterprise specially for market completely subdivision results.
2. No market segmentation
No market segmentation refers to market each of the consumers' demand is exactly the same, or is the enterprise deliberately ignored the consumer demand that the differences between each other and not market subdivided.
Consumer markets, subdivision variables, baconian rise to basically have geography environmental factors, demographic factors, consumer psychology factors, consumer behavior factors, consumption benefit factor and so on. Had the geographic segment, population subdivision, psychological segmentation, behavior subdivision and benefit subdivide the five basic forms of market segmentation.
program
Investigation phase
The analysis phase
Subdivide stage
Subdivide the consumer market foundation
Geographic segment: national, regional, urban and rural areas, climate, topography
Population subdivision: age, gender, education, occupation, income, family, family type, family life cycle, nationality, race, religion, social classes
Psychological segmentation: social strata, life style and personality
Subdivide: time, the pursuit of behavior interests, the user status, product usage, loyalty degree, buy the preparation stage, attitude.
Market segmentation is the enterprise according to the consumer demand is different, the whole market divided into different consumer groups process. Its objective is based on the consumer demand heterogeneity. Fractionizing market is the main basis of heterogeneous market demand consistent customer group, essence is in heterogeneous market in plan-making qualitative. Market segmentation aim is to polymerization, namely on the demand of different market demand in the same consumers polymerization together. This concept of, for enterprise's development has an important role in promoting.With the concept of market segmentation is the American market experts Wendell R.S mith brought out in 1956.According to the consumer's desire and the demand for large leading companies hard to service the overall market is divided into some common features subsets of market, in the same market segmentation result is called target consumers, relative to me-is to the markets these goals son market is all. N&z portionIt is the second world war ii, many American product market by seller's market into a buyer's market this new market under the mode of enterprise marketing ideas and marketing strategy, but also the new development of the enterprise and implement the consumers as the center of modern marketing idea of inevitable product.Market segmentation statusFireworks headhunting relevant experts think the market subdivision has two kinds of extreme ways: complete market segmentation and no market segmentation, In the two extreme exist between a series of transition segmentation mode.1 complete market segmentationAlleged and complete subdivision is market of each consumer individually constitute an independent child market, the enterprise according to the different needs of each consumer for its production of different products. In theory, only a few small scale, consumer quantity few market can completely segments, this practice speaking of the enterprise is not economical. Nonetheless, completely subdivision in some sectors, such as aircraft manufacturing industries or great market, and in recent years begin popularity "marketing" is the enterprise specially for market completely subdivision results.2. No market segmentationNo market segmentation refers to market each of the consumers' demand is exactly the same, or is the enterprise deliberately ignored the consumer demand that the differences between each other and not market subdivided.Consumer markets, subdivision variables, baconian rise to basically have geography environmental factors, demographic factors, consumer psychology factors, consumer behavior factors, consumption benefit factor and so on. Had the geographic segment, population subdivision, psychological segmentation, behavior subdivision and benefit subdivide the five basic forms of market segmentation.programInvestigation phaseThe analysis phaseSubdivide stageSubdivide the consumer market foundationGeographic segment: national, regional, urban and rural areas, climate, topographyPopulation subdivision: age, gender, education, occupation, income, family, family type, family life cycle, nationality, race, religion, social classesPsychological segmentation: social strata, life style and personalitySubdivide: time, the pursuit of behavior interests, the user status, product usage, loyalty degree, buy the preparation stage, attitude.
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