(1) The subdivision standards of the consumer goods market can be summarized as the four aspects: geographical factors, population statistical factors, psychological factors, and behavioral factors. Each aspect also includes a series of subdivision variables, as shown in Table 4 — 1 shown. Segmentation standard Subsidity Variable geographical location, urban size, terrain, landforms, climate, traffic conditions, population density and other population statistical factors, gender, occupation, income, ethnic, religious, education, family population, family life cycle The purchase time, purchasing quantity, purchase frequency, purchase habits (brand loyalty), sensitivity to services, prices, channels, and advertising by psychological factors, etc. Segmentation according to geographical factors () according to geographical factors, that is, according to the geographical location, geographical environment and other variables of consumers to segmented the market. Because consumers in different geographical environments often have different needs and preferences for the same type of products. For example, the purchase of bicycles, urban residents like novel lightweight cars, and rural residents pay attention to strong durability aggravation and aggravation. Car and wait. Therefore, geographical segmentation of the consumer goods market is very necessary. (1) Geographical location. It can be subdivided in accordance with the administrative division. For example, in my country, it can be divided into several regions in northeast, North China, Northwest, Southwest, East China, and South China; County, or the mainland, coastal, cities, rural areas, etc. In different regions, consumer demand is obviously different. (2) Town size. Can be divided into large cities, medium cities, small cities and towns. Consumers in different scale towns are large in terms of consumer structure. (3) Terrain and climate. According to terrain, it can be divided into plains, hills, mountainous areas, desert areas, etc.: Climate can be divided into tropical, subtropical, temperate, cold belts, etc. According to climate. Consumer products such as heatstroke and cooling, cold protection can be divided according to different 66 climate. For example, in northern my country, the winter climate is cold and dry, and the humidifier is very marketable; but in Jiangnan, due to the large humidity in the air, there is basically no demand for humidifiers. 2. Segmentation according to population statistical factors () according to population statistical factors, that is, according to age, gender, occupation, income, family population, family life cycle, nation, religion, nationality and other variables, the market divides the market into different groups. Because population variables are easier to measure than other variables and have a wide range of applications, population variables have always been an important basis for the consumer market. (1) Age. Consumers of different ages, due to the differences in physiology, personality, hobbies, and economic conditions, there are often great differences in demand for consumer goods. Therefore, the market can be divided into many unique consumer groups according to age, such as the children's market, youth market, middle -aged market, senior market, and so on. Enterprises engaged in clothing, food, health products, medicines, fitness equipment, books and magazines, etc., often use age variables to segment the market. (2) Gender. According to gender, the market can be divided into men's markets and women's markets. Many products have obvious gender characteristics in use. Such as men's and women's watches and women's watches. In terms of purchasing behavior, purchasing motivations, etc., there are also great differences between men and women. For example, women are the main buyers in markets such as clothing, cosmetics, labor -saving family utensils, small packaging foods, etc. Men are cigarettes, beverages, and sports products. The main buyers of the market. Many industries such as beauty hairdressing, cosmetics, jewelry, clothing, and clothing have long been segmented by gender for a long time. (3) Income. Changes in income will directly affect consumers' desire and expenditure model. According to the average income level, consumers can be divided into five groups: high income, secondary income, middle -income eight, low -income, low -income, and low income. Consumers with high income buying higher prices than consumers with lower income, such as piano, automobiles, air conditioners, luxury furniture, jewelry, etc. Consumers who have high income generally like to go to large department stores or brand stores. Low consumers are usually shopping in stores and warehousing supermarkets near the residence. Therefore, automotive, tourism, real estate and other industries generally follow the income variable market segment. (4) nation. Most countries in the world have a variety of ethnic groups, and my country is a large family of many ethnic groups. In addition to the Han nationality, there are 55 ethnic minorities. These ethnic groups have their own traditional customs and lifestyles, so as to present various different commodity needs, such as drinking tea in the northwestern minority of northwestern my country and not eating pork. Only by further segmenting the market according to the subdivided variables of the nation can we meet the different needs of the people of all ethnic groups and further expand the company's product market. (5) Occupation. Consumers of different occupations, due to the different levels of knowledge, working conditions and lifestyle, their consumer demand is very different. For example need. (6) Education status. Consumers with different education levels will be different in terms of interest, lifestyle, cultural literacy, and values, which will affect their types of purchase, purchase behavior, and purchase habits. (7) Family population. Based on this, it can be divided into single families (1 person), single -parent family (2 people), small families (2-3 people), big families (4 to 6, or 6 or more). The family population is different, and demand differences in the size of residential, furniture, household appliances and even daily consumer goods. 3. Segmentation according to psychological factors () according to psychological factors, that is, consumers are subdivided into different groups according to their lifestyle, personality, purchase motivation, and attitude. (1) lifestyle. More and more enterprises, such as clothing, cosmetics, furniture, entertainment and other industries, they attach importance to the market according to people's lifestyle. Lifetime is a specific habit and model of people's work, consumption, and entertainment. Different lifestyles will produce different demand preferences, such as "traditional", "trendy type", "frugal type", "luxury type" and so on. This subdivision method can show the differences in psychological needs of different groups in psychological needs. For example, some clothing companies in the United States divide women into "simple women", "fashionable women", "men's temperament women's women", "men's temperament women "Three types, designed different styles, colors and materials for them. (2) Personality. Consumers' personality has a lot to do with the love of the product. Personality can be described by the words such as extroverted and introverted, optimism and pessimism, confidence, obedience, conservative, rapid progress, enthusiasm, and old Cheng Cheng. Consumers who are outgoing and emotional impulse often show themselves, so they like to buy products that can express their own personality; introverted consumers like to be popular and often buy relatively simple products; consumption rich in creativity and adventure psychology Those who are particularly interested in novelty and exciting products. (3) Purchase motivation, that is, to subdivide according to the interests of consumers. The main interests of consumers' pursuit of the purchased products include truthfulness, integrity, new, beauty, name, and security. These can be used as subdivided variables. For example, some people buy clothing to keep their body warm, some people are for beauty's pursuit, and some people are to reflect their own economic strength. Therefore, enterprises can subdivide the market according to the benefit variables to determine the target market. 4. Segmentation according to behavioral factors () according to behavioral factors, that is, according to the time of consumer purchase or use of certain commodities, the number of purchases, the frequency of purchases, and the loyalty of the brand to subdivide the market. (1) Buy time. The consumption of many products is time -like. The consumption of fireworks and firecrackers is mainly during the Spring Festival. The consumption of moon cakes is mainly before the Mid -Autumn Festival. The tourist spots are the most prosperous in the peak season business. Therefore, enterprises can segment the market according to the time of consumers' needs, purchase or use of products. For example, airlines, travel Du Du make large advertisements during the winter and summer vacations, and implement preferential fares to attract teachers and students to travel by plane; merchants In the hot summer, air -conditioning advertisements are made to effectively increase sales; the turnover of the double -off shops has increased greatly, while the sales are even greater during the New Year's Day and the Spring Festival. Therefore, enterprises can subdivide according to the purchase time, increase the promotional efforts when appropriate, and adopt preferential prices. To promote product sales. (2) Buy quantity. Based on this, it can be divided into a large number of users, medium and small users. A large number of users are not necessarily large, but the consumption is large. Many companies aim at this, and they can succeed in their goal. For example, a large number of users of cultural supplies are intellectuals and students, and a large number of cosmetics users are young women. (3) Buy frequency. Based on this, it can be divided into frequent purchases, general purchases, and non -frequent purchases (potential buyers). Such as pencils and primary school students often buy, senior students buy in normal ways, while workers and farmers do not buy them often. (4) Buying habits (loyalty for brand). Based on this, consumers can be divided into firm brand loyalists, multi -brand loyalists, loyalists, and no brand loyalists. For example, some consumers are loyal to certain products, such as Kodak Rubbles, Haier Electric, Chinese toothpaste, etc.; Some consumers are loyal to certain services, such as Oriental Airlines, some hotels or restaurants, or loyalty to a certain one Institutions, a certain business, etc. To this end, companies must distinguish his loyal customers and characteristics in order to better meet their needs, and to give loyal customers in a form of return or encouragement if necessary. If you give a certain discount. (2) The subdivision standards of the production data market are many of the above -mentioned consumer goods market segmentation. Brand loyalty, etc. However, because the production data market has its own characteristics, companies should also use other standards and variables to subdivide. The most commonly used are variables such as end user requirements, user scale, and user geographical location. 1. According to the user's requirements, the user's requirements are the standards commonly used in the segmentation of the production data market. Different users have different needs for the same product. For example, the transistor factory can segment the market into the military industry, industrial market and commercial market according to the different users of the transistor. The military industry pays special attention to product quality; industrial users require high -quality products and Services; commercial markets are mainly used for resale. In addition to requiring the quality of quality, the price is reasonable and timely delivery: aircraft manufacturing companies are much higher than ordinary car manufacturers: both steel, some are steel, some For production machines, some for shipbuilding, some for construction. Therefore, enterprises should provide different products and design different marketing combination strategies to meet different requirements of users. 2. Depending on the scale of user operations, the size of the user's operating scale is also an important criterion for subdivision of the production data market. The scale of the user's business determines the size of its purchase capacity. According to the scale of user operation, it can be divided into large users, medium users, and small users. Although the number of large users is small, its production scale, large purchase quantity, focusing on quality, delivery time, etc.; There are large number of small customers, wide dispersion, limited purchases, focusing on credit conditions, etc. Many times, the transaction volume with a large customer is equivalent to the sum of the transaction volume with many small customers. Losing a large customer will often cause serious consequences. Therefore, enterprises shall establish a corresponding contact mechanism and determine the appropriate reception system in accordance with the user scale. 3. According to the user's geographical location, most of the countries or regions are affected by factors such as natural resources, climate conditions, and historical traditions to a certain extent. Shanxi -centered coal industrial zone, processing industrial zone in the southeast coast, etc. This determines that the production data market is often more concentrated in regional than the consumer goods market, so the geographical location has become an important criterion for the market data market. According to the user's geographical segmentation market, the selection of customers with concentrated customers as the goal is conducive to saving the time between sales staff to and from different customers, and can reasonably plan the transportation route, save the cost of transportation, and more sufficiently fully fully fully fully fully fulfill it. Use sales power to reduce sales costs. This above introduces specific subdivision standards and variables from two aspects: consumer goods market and production data market. In order to effectively carry out market segmentation, there are several problems that should be paid attention to: First, dynamic. The standards and variables of subdivisions are not fixed, such as income level, urban size, traffic conditions, age, etc., will change over time. Therefore, we should establish a dynamic concept and adjust it in a timely manner. The second, applicability. There are many factors of market segmentation, and the actual situation of each enterprise is different. Different enterprises use the subdivision variables and standards used by different enterprises in market segments. Moving hard sets and blind imitation. For example, toothpaste can be used to buy motivation market segment, what market segment is suitable for clothing? third, combined. Pay attention to the comprehensive use of subdivision variables. In actual marketing activities, an ideal target market is determined by a layered or staggered combination of the above factors. For example, the operator of cosmetics determines the young and middle -aged women aged 18-45 as the target market, and uses four variables: age, geography, gender, and income (professional women).
(1) The subdivision standards of the consumer goods market can be summarized as the four aspects: geographical factors, population statistical factors, psychological factors, and behavioral factors. Each aspect also includes a series of subdivision variables, as shown in Table 4 — 1 shown. Segmentation standard Subsidity Variable geographical location, urban size, terrain, landforms, climate, traffic conditions, population density and other population statistical factors, gender, occupation, income, ethnic, religious, education, family population, family life cycle The purchase time, purchasing quantity, purchase frequency, purchase habits (brand loyalty), sensitivity to services, prices, channels, and advertising by psychological factors, etc. Segmentation according to geographical factors () according to geographical factors, that is, according to the geographical location, geographical environment and other variables of consumers to segmented the market. Because consumers in different geographical environments often have different needs and preferences for the same type of products. For example, the purchase of bicycles, urban residents like novel lightweight cars, and rural residents pay attention to strong durability aggravation and aggravation. Car and wait. Therefore, geographical segmentation of the consumer goods market is very necessary.
(1) Geographical location. It can be subdivided in accordance with the administrative division. For example, in my country, it can be divided into several regions in northeast, North China, Northwest, Southwest, East China, and South China; County, or the mainland, coastal, cities, rural areas, etc. In different regions, consumer demand is obviously different.
(2) Town size. Can be divided into large cities, medium cities, small cities and towns. Consumers in different scale towns are large in terms of consumer structure.
(3) Terrain and climate. According to terrain, it can be divided into plains, hills, mountainous areas, desert areas, etc.: Climate can be divided into tropical, subtropical, temperate, cold belts, etc. According to climate. Consumer products such as heatstroke and cooling, cold protection can be divided according to different 66 climate. For example, in northern my country, the winter climate is cold and dry, and the humidifier is very marketable; but in Jiangnan, due to the large humidity in the air, there is basically no demand for humidifiers.
2. Segmentation according to population statistical factors () according to population statistical factors, that is, according to age, gender, occupation, income, family population, family life cycle, nation, religion, nationality and other variables, the market divides the market into different groups. Because population variables are easier to measure than other variables and have a wide range of applications, population variables have always been an important basis for the consumer market.
(1) Age. Consumers of different ages, due to the differences in physiology, personality, hobbies, and economic conditions, there are often great differences in demand for consumer goods. Therefore, the market can be divided into many unique consumer groups according to age, such as the children's market, youth market, middle -aged market, senior market, and so on. Enterprises engaged in clothing, food, health products, medicines, fitness equipment, books and magazines, etc., often use age variables to segment the market.
(2) Gender. According to gender, the market can be divided into men's markets and women's markets. Many products have obvious gender characteristics in use. Such as men's and women's watches and women's watches. In terms of purchasing behavior, purchasing motivations, etc., there are also great differences between men and women. For example, women are the main buyers in markets such as clothing, cosmetics, labor -saving family utensils, small packaging foods, etc. Men are cigarettes, beverages, and sports products. The main buyers of the market. Many industries such as beauty hairdressing, cosmetics, jewelry, clothing, and clothing have long been segmented by gender for a long time.
(3) Income. Changes in income will directly affect consumers' desire and expenditure model. According to the average income level, consumers can be divided into five groups: high income, secondary income, middle -income eight, low -income, low -income, and low income. Consumers with high income buying higher prices than consumers with lower income, such as piano, automobiles, air conditioners, luxury furniture, jewelry, etc. Consumers who have high income generally like to go to large department stores or brand stores. Low consumers are usually shopping in stores and warehousing supermarkets near the residence. Therefore, automotive, tourism, real estate and other industries generally follow the income variable market segment.
(4) nation. Most countries in the world have a variety of ethnic groups, and my country is a large family of many ethnic groups. In addition to the Han nationality, there are 55 ethnic minorities. These ethnic groups have their own traditional customs and lifestyles, so as to present various different commodity needs, such as drinking tea in the northwestern minority of northwestern my country and not eating pork. Only by further segmenting the market according to the subdivided variables of the nation can we meet the different needs of the people of all ethnic groups and further expand the company's product market.
(5) Occupation. Consumers of different occupations, due to the different levels of knowledge, working conditions and lifestyle, their consumer demand is very different. For example need.
(6) Education status. Consumers with different education levels will be different in terms of interest, lifestyle, cultural literacy, and values, which will affect their types of purchase, purchase behavior, and purchase habits.
(7) Family population. Based on this, it can be divided into single families (1 person), single -parent family (2 people), small families (2-3 people), big families (4 to 6, or 6 or more). The family population is different, and demand differences in the size of residential, furniture, household appliances and even daily consumer goods.
3. Segmentation according to psychological factors () according to psychological factors, that is, consumers are subdivided into different groups according to their lifestyle, personality, purchase motivation, and attitude.
(1) lifestyle. More and more enterprises, such as clothing, cosmetics, furniture, entertainment and other industries, they attach importance to the market according to people's lifestyle. Lifetime is a specific habit and model of people's work, consumption, and entertainment. Different lifestyles will produce different demand preferences, such as "traditional", "trendy type", "frugal type", "luxury type" and so on. This subdivision method can show the differences in psychological needs of different groups in psychological needs. For example, some clothing companies in the United States divide women into "simple women", "fashionable women", "men's temperament women's women", "men's temperament women "Three types, designed different styles, colors and materials for them.
(2) Personality. Consumers' personality has a lot to do with the love of the product. Personality can be described by the words such as extroverted and introverted, optimism and pessimism, confidence, obedience, conservative, rapid progress, enthusiasm, and old Cheng Cheng. Consumers who are outgoing and emotional impulse often show themselves, so they like to buy products that can express their own personality; introverted consumers like to be popular and often buy relatively simple products; consumption rich in creativity and adventure psychology Those who are particularly interested in novelty and exciting products.
(3) Purchase motivation, that is, to subdivide according to the interests of consumers. The main interests of consumers' pursuit of the purchased products include truthfulness, integrity, new, beauty, name, and security. These can be used as subdivided variables. For example, some people buy clothing to keep their body warm, some people are for beauty's pursuit, and some people are to reflect their own economic strength. Therefore, enterprises can subdivide the market according to the benefit variables to determine the target market.
4. Segmentation according to behavioral factors () according to behavioral factors, that is, according to the time of consumer purchase or use of certain commodities, the number of purchases, the frequency of purchases, and the loyalty of the brand to subdivide the market.
(1) Buy time. The consumption of many products is time -like. The consumption of fireworks and firecrackers is mainly during the Spring Festival. The consumption of moon cakes is mainly before the Mid -Autumn Festival. The tourist spots are the most prosperous in the peak season business. Therefore, enterprises can segment the market according to the time of consumers' needs, purchase or use of products. For example, airlines, travel Du Du make large advertisements during the winter and summer vacations, and implement preferential fares to attract teachers and students to travel by plane; merchants In the hot summer, air -conditioning advertisements are made to effectively increase sales; the turnover of the double -off shops has increased greatly, while the sales are even greater during the New Year's Day and the Spring Festival. Therefore, enterprises can subdivide according to the purchase time, increase the promotional efforts when appropriate, and adopt preferential prices. To promote product sales.
(2) Buy quantity. Based on this, it can be divided into a large number of users, medium and small users. A large number of users are not necessarily large, but the consumption is large. Many companies aim at this, and they can succeed in their goal. For example, a large number of users of cultural supplies are intellectuals and students, and a large number of cosmetics users are young women.
(3) Buy frequency. Based on this, it can be divided into frequent purchases, general purchases, and non -frequent purchases (potential buyers). Such as pencils and primary school students often buy, senior students buy in normal ways, while workers and farmers do not buy them often.
(4) Buying habits (loyalty for brand). Based on this, consumers can be divided into firm brand loyalists, multi -brand loyalists, loyalists, and no brand loyalists. For example, some consumers are loyal to certain products, such as Kodak Rubbles, Haier Electric, Chinese toothpaste, etc.; Some consumers are loyal to certain services, such as Oriental Airlines, some hotels or restaurants, or loyalty to a certain one Institutions, a certain business, etc. To this end, companies must distinguish his loyal customers and characteristics in order to better meet their needs, and to give loyal customers in a form of return or encouragement if necessary. If you give a certain discount.
(2) The subdivision standards of the production data market are many of the above -mentioned consumer goods market segmentation. Brand loyalty, etc. However, because the production data market has its own characteristics, companies should also use other standards and variables to subdivide. The most commonly used are variables such as end user requirements, user scale, and user geographical location.
1. According to the user's requirements, the user's requirements are the standards commonly used in the segmentation of the production data market. Different users have different needs for the same product. For example, the transistor factory can segment the market into the military industry, industrial market and commercial market according to the different users of the transistor. The military industry pays special attention to product quality; industrial users require high -quality products and Services; commercial markets are mainly used for resale. In addition to requiring the quality of quality, the price is reasonable and timely delivery: aircraft manufacturing companies are much higher than ordinary car manufacturers: both steel, some are steel, some For production machines, some for shipbuilding, some for construction. Therefore, enterprises should provide different products and design different marketing combination strategies to meet different requirements of users.
2. Depending on the scale of user operations, the size of the user's operating scale is also an important criterion for subdivision of the production data market. The scale of the user's business determines the size of its purchase capacity. According to the scale of user operation, it can be divided into large users, medium users, and small users. Although the number of large users is small, its production scale, large purchase quantity, focusing on quality, delivery time, etc.; There are large number of small customers, wide dispersion, limited purchases, focusing on credit conditions, etc. Many times, the transaction volume with a large customer is equivalent to the sum of the transaction volume with many small customers. Losing a large customer will often cause serious consequences. Therefore, enterprises shall establish a corresponding contact mechanism and determine the appropriate reception system in accordance with the user scale.
3. According to the user's geographical location, most of the countries or regions are affected by factors such as natural resources, climate conditions, and historical traditions to a certain extent. Shanxi -centered coal industrial zone, processing industrial zone in the southeast coast, etc. This determines that the production data market is often more concentrated in regional than the consumer goods market, so the geographical location has become an important criterion for the market data market. According to the user's geographical segmentation market, the selection of customers with concentrated customers as the goal is conducive to saving the time between sales staff to and from different customers, and can reasonably plan the transportation route, save the cost of transportation, and more sufficiently fully fully fully fully fully fulfill it. Use sales power to reduce sales costs.
This above introduces specific subdivision standards and variables from two aspects: consumer goods market and production data market. In order to effectively carry out market segmentation, there are several problems that should be paid attention to:
First, dynamic. The standards and variables of subdivisions are not fixed, such as income level, urban size, traffic conditions, age, etc., will change over time. Therefore, we should establish a dynamic concept and adjust it in a timely manner.
The second, applicability. There are many factors of market segmentation, and the actual situation of each enterprise is different. Different enterprises use the subdivision variables and standards used by different enterprises in market segments. Moving hard sets and blind imitation. For example, toothpaste can be used to buy motivation market segment, what market segment is suitable for clothing?
third, combined. Pay attention to the comprehensive use of subdivision variables. In actual marketing activities, an ideal target market is determined by a layered or staggered combination of the above factors. For example, the operator of cosmetics determines the young and middle -aged women aged 18-45 as the target market, and uses four variables: age, geography, gender, and income (professional women).
Mid -Autumn Festival