4. 1 Selection of market segmentation standards
The so-called market segmentation refers to the process of dividing a whole market into several sub-markets with the same characteristics according to consumers' desires and needs. The primary analysis content of market segmentation is to find out the main reasons of consumer demand differences, and take the second as the standard of market segmentation. We know that refrigerators belong to high-grade household appliances, and consumers' purchasing power (income level, consumption level, consumption structure, etc.). ) and market environment (power supply infrastructure, consumer behavior, etc. ) is the main factor affecting farmers' refrigerator consumption demand; In addition, the market development potential (market growth, product market life cycle, product penetration rate, etc. ) is also one of the most concerned factors when enterprises choose the target market. Therefore, these factors can be used as a subdivision standard to divide the rural refrigerator market, but there are too many factors that are not convenient for market segmentation, and there are certain internal relations between these factors. Further analysis can be made according to the statistical data to simplify the segmentation criteria:
(1) Income level: The income level of farmers is the primary factor that determines their purchasing power of high-end durable consumer goods, and the per capita net income can reflect the actual income level of farmers everywhere.
(2) Consumption level: Consumption level reflects the actual consumption situation of farmers, but according to statistics, the correlation coefficient between per capita living consumption expenditure and per capita net income of farmers is as high as 0.98, so the income level can reflect the differences of farmers' consumption level in different places.
(3) Consumption structure: The income level and consumption level only describe the overall income and expenditure of rural residents, while the proportion of durable consumer goods expenditure in the consumption structure truly reflects the purchasing power of farmers' household appliances. However, because there is not much difference in the proportion of durable goods expenditure in different regions, this factor can be ignored in market segmentation.
(4) product market life cycle: from 1996 to 2000, the annual growth rate of refrigerator ownership (penetration rate) per 100 households reached 14% (see figure 1. 1), which shows that China's rural refrigerator market is generally in the growth stage, but due to the different levels of economic development among regions,
(5) Market growth: that is, the growth rate of refrigerator consumption demand reflects the degree of market development, that is, the development potential. According to the analysis of statistical data, during the period of 1996-2000, the annual growth rate of refrigerator consumption demand in various regions was inversely proportional to the penetration rate. Consumer demand in low-penetration areas is growing rapidly, while the growth rate of consumer demand in high-penetration areas is slowing down. Therefore, "permeability" can be used to indirectly reflect the difference of refrigerator market growth.
(6) Regional differences: The differences in rural natural geographical conditions, power facilities, consumption habits, folk customs and other market environmental factors will directly affect the refrigerator consumption demand of rural residents, and the influence of these environmental factors can be comprehensively reflected by the degree of realization (penetration rate) of refrigerator consumption demand in various places.
The above analysis shows that among many factors that reflect the difference of refrigerator consumption demand in rural areas of China, "per capita net income of farmers" and "refrigerator penetration rate" are the two most important indicators. "Per capita net income of farmers" fully reflects the purchasing power of rural residents, and "penetration rate" can comprehensively reflect the market life cycle, market growth and market environment differences of various refrigerator markets. Therefore, as long as these two indicators are selected, the rural refrigerator market in China can be reasonably subdivided.
4.2 market segmentation method
According to the selected market segmentation standards, there are usually two ways to divide the national rural refrigerator market. The first is cluster analysis, but because of the different selection of clustering methods and distance standards, the classification results are often quite different, which is not convenient for enterprises to use. The second is the graphic method of plane coordinates, because the market segmentation standard at this time has only two indicators, and the "market position" of each region can be directly expressed by two-dimensional plane coordinates, so this is a simple and intuitive method of market segmentation. Specific practices are as follows:
(1) The horizontal axis represents the income level, and the vertical axis represents the refrigerator penetration rate (that is, the ownership per 100 households).
(2) Determine the number of grouping groups for each indicator, and take three groups: high, medium and low.
(3) Group all regions in China according to a single index, that is, high, medium and low income regions and high, medium and low penetration regions, and then determine the plane coordinates (income level and penetration level) of each region.
(4) Mark the relevant data of each region (see table 1. 1) on the "income-penetration rate" plane coordinate map according to their own plane coordinates (as shown in figure 1.2). The map intuitively reflects the distribution of rural refrigerator market in China, from which we can clearly see the market position of each region. The figure divides the national rural refrigerator market into nine sub-markets. From the perspective of selecting target markets and formulating impact strategies, these nine markets can be further merged into three markets, namely, mature markets, markets to be cultivated and potential markets, as shown in figure 1.2.
4.3 Analysis of market segmentation structure
The purpose of market segmentation is to help enterprises choose suitable target markets and formulate corresponding marketing mix strategies.
(1) mature market: a market with high penetration rate. This kind of market has basically entered the late growth stage, and is in transition to maturity. It is a market that enterprises should focus on developing and grasping because of its large product sales and rich sales profits. Such markets include Hebei, Beijing, Zhejiang, Tianjin and Shanghai.
(2) Need to cultivate the market: that is, the market whose penetration rate is lower than the income level. This kind of market has high purchasing power, but for some reasons, farmers' refrigerator consumption demand cannot be met. We should make a detailed investigation and analysis of such market enterprises, and adopt corresponding marketing mix strategies to cultivate and develop the market, so as to promote their transfer to mature markets and expand their market share. For example, Guangdong, Fujian and Jiangsu have higher per capita income but lower penetration rate; Similarly, for Inner Mongolia, Heilongjiang, Hubei, Hunan, Hainan, Jiangxi, Jilin and other middle-income markets with low penetration rate, detailed investigation and analysis should be made to find out the reasons that restrict farmers' refrigerator consumption, so as to choose marketing strategies suitable for the region.
(3) Potential market: the market with similar income level and low penetration rate. Enterprises should pay close attention to the development trend of this kind of market, because with the change of influencing factors, it is likely to turn into the first (mature) market or the second (to be cultivated) market. Considering that China's refrigerator market is mainly concentrated in low-and middle-income areas, and many provinces and cities belong to this market, refrigerator enterprises should focus on developing products with simple functions, stable quality and low price. It is noted that the average consumption level of rural residents in China is around 1000 yuan, so the price of refrigerators is between 1300-2000 yuan.
Chapter V Future Development Direction of Refrigerator
It is not difficult to find that the present refrigerator products have been greatly transformed from appearance to function. What kind of refrigerator is suitable for your home? What is the development trend of refrigerators in the future? Energy saving, intelligence, soft freezing and frost-free will become the essential functions of mainstream products. In terms of volume, double-door and three-door refrigerators have become synonymous with luxury and fashion. It is reported that large-capacity refrigerators are particularly popular recently. Electrolux's three-door free-space series refrigerators, LG's luxurious two-door Dias and Haier's frequency conversion Wang Zhongwang are all expected to become masterpieces of refrigerator fever.
5. 1 A energy saving is more popular.
Under the pressure of energy shortage this year, as a big consumer of electricity in the field of household appliances, it has become a trend for refrigerators to advocate energy conservation. The new products of Haier, Kelon, Meiling and Xinfei refrigerator families have recently listed energy saving as the main selling point. While Siemens, Electrolux and other giants are constantly introducing new luxury refrigerators in China, they also bring European energy efficiency standards such as a++ to China.
In 2004, as the first year of compulsory labeling of refrigerator energy efficiency in China, non-energy-saving refrigerators will withdraw from the market. In this trend of energy-saving refrigerators occupying the market in an all-round way, first-line brands are no longer just playing energy-saving cards, and A-class energy-saving has become their "trump card" to occupy the market.
Haier, which has been vigorously promoting energy-saving refrigerators, recently launched a "frequency conversion refrigerator", still emphasizing "energy saving". Kelon, as a vigorous promoter of energy-saving refrigerators, has increased the publicity of the concept of "energy saving" for newly acquired Meiling refrigerators. As early as 1999, Electrolux, which began to promote the strict European energy efficiency system in China, did not want to be outdone, and launched the series of "Energy Saving Ice II" and "Silver Smart Ice II".
5.2 Luxury refrigerators are becoming more and more popular.
Since the beginning of 2003, the luxury double-door refrigerator was officially unveiled in China. Samsung and LG imported products from South Korea and sold them in China, which was unexpectedly welcomed. Although the luxurious appearance and multifunctional functions of this large refrigerator are quite attractive, the high price of open-door refrigerator is prohibitive. However, in 2004, after Electrolux wholly acquired Changsha Zhong Yi refrigerator production base, it introduced its global product line to China. At the beginning of this year, it finally successfully developed the first luxury double-door refrigerator made in China. Due to the characteristics of localized production, the market price of this refrigerator is 18000 yuan, which is about 5000 yuan more affordable than other foreign brand products with the same specifications and performance.
5.3 Partition preservation became popular.
Another major feature of refrigerator consumption in the future is that the products of "accurate temperature zone preservation" will be greatly favored by the market. It is reported that from the "free space" three-door refrigerator introduced by Electrolux, to the 0℃ series refrigerator introduced by Siemens, and then to the 0+007 four-temperature refrigerator of Haier, the concept of accurately dividing the temperature zone has begun to enter the minds of more and more manufacturers.
The so-called accurate partition breaks the traditional practice of simply dividing the frozen area and the cold storage area in the refrigerator and creates a "personalized" temperature area suitable for personal food storage. Taking the "free space" in Electrolux as an example, the "exclusive space with freely adjustable temperature of 0℃ and 2-6℃" is specially set outside the freezing and refrigerating area, while the freezing space of Haier 007 series refrigerators is minus 7℃, which makes food soft and frozen. According to reports, research shows that the range of 0℃-6℃ is the best environment for storing exquisite food. Fish at 0℃ is fresher, drinks at 2℃ are more delicious, milk at 4℃ is more nutritious, and water at 6℃ is more delicious. Judging from the data of the store, these refrigerators with subdivided temperature zones have been sought after by consumers.
It is reported that the proposal of fine temperature "zoning preservation" broke the extensive preservation method of traditional refrigerator products for the first time, which can maintain the freshness and original flavor of food to the greatest extent. I saw in the appliance store that many mid-to-high-end large-capacity refrigerators embody the concept of accurate partition preservation, and some large-capacity refrigerators also have special storage areas for alcohol and drinks, which fully reflects the life needs of fashion people.
5.4 Detail design into life
Many manufacturers say that product design can reflect the basic skills of an enterprise R&D team, but as the refrigerator industry enters a mature stage, it seems more and more difficult to do this article well.
In this respect, if refrigerator products are integrated into people's daily life, the change of the whole social life form will affect the design direction of refrigerator products. For example: "In the original living environment, the kitchen only occupied 3 ~ 5m2, but now the kitchen area is mostly 6 ~ 65438+100m2. At the same time, household consumption power is also changing. In the past, refrigerators were considered as "big" valuables, but now their proportion in household expenditure has dropped a lot. These changes should be taken into account when designing refrigerator products. "
From the design point of view, there are still many details that can be adjusted in refrigerator products, such as the lighting inside the refrigerator, which can make consumers feel more comfortable without increasing the production cost, and the improvement may be more practical for consumers than LCD TV.
conclusion
As an early household appliance, refrigerator has been developed in China for more than 20 years. The market of refrigerator industry is mature and the competition tends to be fierce. In the fierce market competition, controlling the channel is the key. Whoever builds the channel will take the lead in the market. Thirdly, when the urban refrigerator market is mature, the rural market is still in the introduction period, and the difference in popularity between the two is more than ten years. There is no doubt that the main battlefield of the refrigerator industry in the future is in the countryside, and the huge potential contained in the rural market is enough to make the refrigerator industry grow rapidly again. Foreign brands such as Siemens and Electrolux have risen strongly in the past two years, rapidly occupying about 20% of the domestic refrigerator market. In the city refrigerator market, the brand battle between the first camp led by Haier, Rong Sheng, Xinfei and Meiling and the second camp led by Electrolux and Siemens is unstoppable. In addition, the current refrigerator market is in a state of oversupply, and the competition tends to be fierce. In the fierce market competition, only by seizing the rural market can we seize the market opportunity. Therefore, this paper briefly analyzes the development road of the increasingly mature refrigerator industry market in China.
Express gratitude/gratitude
I sincerely thank my tutor for his careful guidance and selfless help in my study, work, scientific research and thesis writing, and also thank all the teachers, other teachers and classmates who supported me for their enthusiastic help.
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