Step in the market segmentation

In terms of marketing strategies, there are many irregular and unsure behaviors. The reason is that China’s marketing theoretical books are relatively helpful in this regard. In addition, some foreign books are not suitable for our market conditions and ways of thinking. Short, the market experience and experience of corporate marketing staff are limited, so they can only use a stage of experience to interpret the entire meaning of marketing.
The authors of some marketing books lack the experience of market work. Some of them are sold in sales, and some of them are described by advertisers. Strictly speaking, they are not doing market work. They lack the experience and experience of corresponding market activities in terms of strategic grasp and grasp of strategies. Therefore, the concept of subdivision in the market is interpreted more chaotic.
So how do you segment the market?
Is before market segmentation, the market needs to separate the market to segment the market, because people can divide many categories from personality, and the market mainly talks about a person’s needs. People have demand from infants and young children, but the same products cannot adapt to everyone. A product is suitable for a crowd of age, and this age is called the segregated crowd of the overall crowd. The group is large is the large segmentation crowd, and the small is a small separator. The crowd divides a few pieces, including babies, children, children, children, young people, young people, middle -aged, middle -aged, and old people. This is a separation from age. Essence Some products are suitable for separation from age, some products are suitable for separation from gender, and some are suitable for distinguished from economic capabilities.
Separ demand products are generally directly separated from age, but the products on the market are not only products that need to be in common, but also products that meet other aspects of needs. Those who satisfy their desires. Different products are targeted at different people. As long as the crowd corresponding to the product is separated, the scope of the crowds will be formed one by one.
The segment of the market is different from the market segment. The segment is a large market group, also known as the market segmentation. It can use a product category to correspond, in addition to the corresponding age, it can also correspond to men and women. Among men and women, they can also correspond to young women, young men, or middle -aged women, middle -aged men, anyway. Over the market.
In the basis of the segmented market, the market segmented in the segment of the market will also subdivide these people who have been separated. For example, a product facing a female group of 25 to 35 years old is its consumer group. If it is a female cosmetics, its market is already very mature, and consumers in this age are not satisfied with the common interests of the products brought by this product, so they must be subdivided. How to subdivide? It is the personal interests required by people with different personality characteristics on the basis of the common interests of the product, and then the personality points required by people with different personality characteristics of this age group are subdivided. How to call the corresponding interest point? For example, producing a piece of soap, common interests are dirty and sterilized. This interest has a role in people of this age. However, after the subdivision, the whitening soap corresponds to one type of dirty, sterilized, and whitening people. In addition, the soap of moisturizing corresponds to people who need to moisturize, as well as those who need maintenance and anti -aging. The characteristics of the product correspond to each personalized interest demand population of the 25 to 35 -year -old people. This is called subdivision.
With the maturity of the market, the subdivision is becoming more and more detailed due to the intensification of market competition, and more detailed subdivision has occurred under the conditions of large segmentation. For example, the subdivisions of clothing can be divided in career, the lifestyle can be divided, and the clothing of the morning, noon, and evening can be divided. Among these clothing, each one can also correspond to different personality people. For example, if a girl is more lively, she can wear a lively clothing; if it is more introverted, she can wear more elegant or restrained clothing.
The category of clothing can be divided into business, leisure, and business leisure. There are many types in leisure. For example, there are outdoor climbing, outdoor, outdoor sports, and outdoor fashion in leisure. Similarly, there are indoor, indoor casual, indoor fashion, indoor relaxation and sexy indoor. In short, many can be divided, these are different ways of demand in different people.
In a demand way, the same person’s demand at different time points is also different, which is also subdivided. These segments are conditional. What is the condition? It is market conditions. What is market conditions? It is to consider the maturity of this market when making a segment. Don’t be subdivided when the market is not mature to a certain degree. For example, from the planned economy to the market economy, the products began to enrich, and the way people’s demand changed. In the past, everyone wiped the snow ointment. I wiped it on my hand in the morning and wiped the clam oil and wiped the snow ointment on the face. It was very good. However, with the active market economy and the improvement of people’s living standards, good products have gradually been recognized, people’s understanding of beauty has also changed, and some high -end cosmetics have also changed from passive demand to active demand. At this time, the market gradually matures. It’s right. After the market matures, more subdivided products will appear. It is a process from the simple moisturizing moisturizing to whitening from the past. Later, whitening can no longer meet people’s needs. People want to nourish the skin and make the skin more flexible, so product needs of different concepts have arisen. With such segmented needs, there will be subdivided products to correspond.
It relying on the survey and consideration of the maturity of the market to meet the needs of a demand, people will pursue higher -level demand. If a market is still in simple and basic needs, it is difficult to do it to educate the market to keep up with the market in this market to enter this market.
The awareness of consumers is gradually developing. When the understanding has not yet reached this point, it is impossible to educate him to educate him to cross -era. If there is this market in the UK, people want China to have this market, this idea may not be completely realistic. Chinese companies may have this condition and ability, but they may not have this consciousness. The market forward is step by step. Enterprises should consider what stage the product is in the market’s research results. Only in a relatively mature state can we use the product to subdivide. The purpose of using product segmentation is also to correspond to the needs of the market, so market segmentation is generated under mature conditions.