Market segments
The so-called market segmentation is to split into a different market needs, personality or behavior of buying groups and each group of buyers to take a separate product or marketing strategy. Market Segmentation has become a mature marketing enterprises to adopt the brand strategy, but a number of production enterprises in promoting the products have not been adequate attention. Escalating competition in the modern, any enterprise can not access the market as a whole, or at least not in the same way all attracted buyers, because the consumer is too much, too scattered, and their buying habits and needs of different . Each enterprise must find the most suitable for her that a piece of cake. Brand at a competitive disadvantage and only in accordance with market demand, competition to determine their own advantages and disadvantages of their own market segments, can find their own foundation to.
Haier Group is a breakdown in the market expert. Haier summer laundry according to the number of consumers, one less than the characteristics of the province launched a water-saving "child prodigy" series of washing machines. Sichuan farmers use to wash sweet potatoes and washing machines, Haier washing machines to improve the water plant to meet local consumer demand. Refrigerator market in the United States are already quite mature, Haier of the University found an apartment market, the invention can be used as a desk, refrigerator. Hisense has also broken down in the market are unique, intense competition and comparison of air-conditioning market has set itself the "frequency conversion air-conditioning expert" image.
Not all of the market can be broken down after the success of market segmentation must be based on full market research foundation. Subdivision should not follow the same standard should be broken down from different angles, to find their own market. The breakdown of the variables used are: geographic, demographic, psychological and behavioral variables. Geographical variables such as: urban and rural areas, North and South, such as Beijing and Shandong. Demographic variables, such as: sex, age, family, marital status, occupation, and so on. Psychological limits, such as: the lower-middle class, lifestyle, personality, and so on. Behavior variables, such as: consumption occasions, the situation of users, frequency of use and affordability. Market Segmentation is the basis of differentiation, should be carried out after a breakdown in target selection and location.
