How to find a market segment?

Through market segmentation, it is conducive to the excavation and development of new market opportunities for enterprises, conducive to choosing the target market, the positioning of product strategies and role, which is conducive to the formulation of marketing strategies, and it is conducive to improving the economic benefits of the enterprise. The product market segment is in the sum of the exchanges between the final product and service and the exchange relationship. According to different types of customer needs and the same customer needs, the market is divided into different groups. The foundation of the product market segmentation is the difference in consumer demand, that is, find consumer consumer groups in the differentiated market demand, which is essentially to find homogeneity in the differentiated market. The foundation of the market according to consumer demand is as follows.
1. There are differences in consumer demand
The difference in demand for consumers refer to different demand between different eliminations. In the market, consumers always want to buy products according to their own unique needs. According to the differences in consumer demand, we can divide the market into two categories: “homogeneity needs” and “heterogeneity needs”. Homogeneous demand refers to the small difference in consumer demand and even neglect, so it is not necessary to make market segmentation; heterogeneous demand refers to the different geographical and social environment of consumers. The psychology and purchase motivation are also different, causing their differences in the price, quality, and styles of the product. The difference in demand is the basis of our market segmentation.
2. There is similarity in consumer demand
I people in the same geographical conditions, social environment and cultural context will form a similar outlook on life and values. same. It is precisely because of the relative homogeneity of consumer demand in some aspects that consumers with absolute differences in the market can aggregate different groups according to certain standards. Therefore, the absolute differences of consumer demand have caused the necessity of market segmentation, and the relative homogeneity of consumer demand makes the market segmentation the possibility of realization.
3. Enterprise resources are limited
D modern enterprises cannot provide the market with products and services that can meet all needs due to their own strength. In order to conduct effective competition, enterprises must conduct market segmentation, choose the most favorable target market segment, concentrate resources, and formulate effective competition strategies to achieve and increase competitive advantages.
The purpose of enterprise market segmentation is to obtain greater economic benefits by positioning consumer demand differences. As we all know, the differentiation of products will lead to the corresponding growth of production costs and sales costs. Therefore, a balance between the income income from the market and the market segmentation is increased. As a result, effective market segmentation should meet the following five principles, as shown in Figure 3-2.

Figure 3-2 Market segment the five principles
L differences. Difference refers to the difference in conceptual markets that can be distinguished and have different reactions to different product portfolio factors and solutions. Factors that make consumer demand have differences can be used as a standard for market segmentation. If consumers in different market segments have little difference in product demand, the homogeneity of behavior is far greater than its heterogeneity, at this time, enterprises do not have to market market segmentation. On the other hand, for the market segment, enterprises should formulate independent product solutions. If such a solution cannot be formulated, [Zhang Lefei 1] does not have to be segmented by the market.
L can be measured. The measurement can be recognized and measured by the standards of the market segment and the market after segmentation, that is, there are obvious differences and reasonable scope. If the needs and characteristics of some market segments or buyers are difficult to measure, it cannot be defined after market segmentation, and it is difficult to describe, then the market segmentation loses its meaning. Generally speaking, some objective factors, such as age, gender, income, geographical location, nation, etc., are easy For psychological and personality, it is more difficult to determine.
L can enter sex. Entry sex means that enterprises can enter the market that can enter products and impact consumers through their efforts. On the one hand, the information about the product can be passed on to most consumers in the market through a certain media: on the other hand, enterprises may transport products to the market through certain distribution channels in a certain period of time. Otherwise, the value of the market segment is not great. For example, if the enterprise producing mobile phones is used as a segment of the luxury mobile phone market, there is no brand and high -end technology support, it is probably difficult to enter.
L profitability.可盈利性是指细分市场的规模要大到能够使企业足够获利的程度，使企业值得为它设计一套产品规划方案，以便顺利地实现其产品目标，并且有可拓展的潜力，以Make sure to obtain the ideal economic and social benefits as planned. For example, a county restaurant uses Western food as a market segment to open a steak shop, and there are too few people who eat Western food in the entire county, which is not enough to feed a steak shop.
L stability. Stability means that the market segment has relative time stability. Whether market segments can maintain relatively stable stability within a certain period of time are directly related to the stability of enterprise production and marketing. For enterprises with long cycles and slow transfers, if the market segment cannot be relatively stable, it is more likely to cause operating difficulties, which seriously affects the operating efficiency of the enterprise.
E each product should have its own unique value and consumer market. How to set the value of the product to meet the needs of the consumer market? If the scope of the product market is too wide, it will make your products unprepared; if the scope of the defined score is too narrow, it will reduce the market share of the product and reduce product profits; Features to market segmentation. According to the “market map”, we divide the product market into the consumer market and the enterprise market. The consumer market refers to the consumer group purchased in order to meet its needs; the corporate market refers to the corporate customer group who purchases or prepares to purchase production materials in order to produce or reproduce needs.
The subdivisions of the consumer goods market may include four aspects: geographical factors, population statistical factors, psychological factors, and behavioral factors. Each aspect includes a series of subdivision variables, as shown in Figure 3-3.
Figure 3-3 The market segmentation of the consumer goods market is based on variables
L subdivided according to geographical factors. That is to segmented the market according to the geographical location of consumers, urban size and geographical environment. Consumers in different geographical environments often have different needs and preferences for the same type of products. For example, the purchase of mobile phones can be divided according to geographical location. Urban residents like beautiful, lightweight, and high -performance mobile phones, and rural residents pay attention to mobile phones with complete functions, reliable quality, and durable.
L is subdivided according to population statistical factors. That is, the market is divided into different groups according to factors such as age, gender, occupation, income, nation, and religious beliefs. Because population factors are easier to measure than other factors and have a wide range of applications, population factors have always been an important basis for the consumer market. Even in the era of smartphones, you don’t know that in the elderly market segment, the market share of functional mobile phones is as much as 20 million units per year.
L is subdivided by psychological factors. The consumers will be divided into different groups according to their lifestyle, personality, purchase motivation, attitude and other factors. This subdivision method can show the differences in psychological needs of different groups in psychological needs. If entrepreneurs buy high -end Samsung business phones, they are mainly to show their identity and status. Young people have vanity ingredients in addition to the high quality of Apple mobile phones, and the rural uncle is mainly for communication.
L is subdivided by behavioral factors. That is to segment the market according to factors such as the time, quantity, frequency, and brand loyalty of consumers who purchase or use a certain product. For example, rice noodles are keen to buy Xiaomi mobile phones, and the life cycle of smartphone products is basically two years, so Xiaomi must update iterative products every year to avoid customer loss.
In summary, taking my country’s mobile phone market as an example: according to geographical factors, it can be divided into cities and rural areas; according to population statistical factors, it can be divided into young people and elderly people; according to psychological factors, it can be divided into luxury , High -end, mid -range and ordinary, low -end; brand loyalty according to behavioral factors can be divided into Apple, Huawei, Xiaomi and so on. As shown in Figure 3-4.
If Figure 3-4 Psychological factors-based mobile phone market segmentation
The standards for segmenting the consumer market can also be used to subdivide the enterprise market. For example, the variables such as base geography, pursuit of interests and usage rates are subdivided. However, because corporate customers and consumers have a difference in purchasing motivations and behaviors, in addition to using the aforementioned consumer market segmentation standards, some new standards can be used to segment the producer market. Commonly used factors such as customer requirements, customer operating scale, industrial concentration and other factors.
L is subdivided according to customer requirements. Different customers have different needs for the same product. For example, the company’s needs for servers, online operators build “public clouds” to provide cloud services to the market. They need to purchase server clusters to build service capabilities. They require large reserves, high performance, stability, stability, Strong; large and medium -sized enterprises choose to purchase servers for hosting, require quality guarantee, strong stability, and after -sales service in place; small and micro enterprises choose to rent “cloud server”, which requires high cost performance, low maintenance costs, and stable networks. Therefore, enterprises should provide different products and design different marketing combination strategies to meet the different requirements of customers.
L is subdivided according to the customer’s business scale. Customer operating scale determines the size of their purchasing capabilities. Divided by customer operation scale, can be divided into large users, medium users, and small users. Taking UFIDS software as an example, the T3 series products are mainly for small and micro enterprises. The T6 series products are mainly for medium -sized enterprises. The U8 series products are mainly facing large enterprises. NC series products are mainly for group companies.
L according to the customer’s industrial concentration. One of the obvious features of the enterprise market is industrial concentration. Taking the big data market as an example, companies and companies that provide big data services are basically concentrated in large cities. They are not only affected by the talent structure. The key is the industrial structure. Internet companies and large enterprises are concentrated in large cities, so the data center is also built in large cities, forming a stable industrial cluster. Taking Alibaba as an e -commerce engine has driven thousands of home e -commerce companies to settle in Hangzhou, forming an e -commerce industry cluster. According to the customer’s industrial structure segment, selecting a more concentrated area of ​​customers as the goal, which is conducive to saving the time between sales personnel to and from different customers, and also facilitates product value delivery and reduce transportation costs.