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4,000-word market segmentation marketing paper.
How to segment the market is the key to marketing activities. For the consumer market, it is a general method to analyze some subdivided variables. The following is a 4000-word marketing paper I recommend to you. I hope you like it!

A 4000-word marketing paper on market segmentation in the marketing process

This paper emphasizes the important strategic basis of market segmentation in marketing activities from the relationship among market segmentation, target market selection and market positioning of marketing STP strategy.

[Keywords:] marketing market segmentation

First, why should we segment the market?

The first is the limitation of enterprise resources. Except for natural monopoly, state monopoly industries and a few industries with extremely narrow markets, for most industries, it is difficult for an enterprise to meet all its market demands because it will be limited by its resources and capabilities. In other words, enterprises can only meet the needs of some consumer groups in this market.

Secondly, the advantages of enterprise management. Since an enterprise can only satisfy some consumer groups in the market, it will face two choices: one is to satisfy some of them indiscriminately, and strategically speaking, it is extensive marketing. In this way, because there is no pertinence, the satisfaction of market groups will not be very high, so the market competitiveness of enterprises will not be very strong; The second is to find some market groups that match other resources and may give play to the characteristics and advantages of enterprises, and meet them in a targeted manner. This can not only greatly improve the satisfaction of these market groups, but also give full play to the core competitiveness of enterprises. Undoubtedly, enterprises will choose the latter whenever possible.

Third, the difference in market demand. Is it possible for enterprises to find a market group whose demand is different from other market groups and needs targeted satisfaction? Under the influence of various factors, there are huge differences among market consumer groups, thus forming one market group after another with different needs. Thus, it provides a premise for enterprises to choose the target market in a targeted manner.

Second, how to carry out market segmentation

1. How to segment the market is the key to marketing activities. For the consumer market, it is a general method to analyze some subdivided variables.

(1) geographical breakdown. The market needs to be divided into different geographical units. Including a series of specific variables such as intercontinental, country, region, administrative provinces and cities, urban and rural areas, climatic conditions and other geographical environments.

(2) Humanities subdivision. The humanistic subdivision of consumer market mainly divides different consumer groups according to market humanistic variables, such as age, gender, family size, family life cycle, social class, income, occupation, education, religion and nationality.

(3) Psychological subdivision. The psychological factors of consumers are deeper factors about consumers themselves, including psychological variables such as consumers' lifestyle and personality. Sometimes, in the same cultural group, psychological characteristics may be very different.

(4) Behavior subdivision. Behavior segmentation refers to some variables related to consumers' buying habits, including buying time and frequency, interest pursued, usage and consumers' loyalty to brands, and divides them into different groups.

The subdivision of industrial market has its main characteristics:

(1) Requirements of end users. It is a general method to subdivide the industrial product market according to the needs of end users. In the industrial market, different end users pursue different interests and attach importance to different aspects of the same product.

(2) Customer scale. Customer scale refers to the size of customers' demand for enterprise products, which is another important variable in subdividing industrial markets. In order to better adapt to the characteristics of users of all sizes, many enterprises have established special service systems for users of different sizes.

(3) Geographical distribution of customers. The geographical distribution of industrial users is often restricted by a country's resource distribution, topography, climate and economic layout.

2. The implementation steps of market segmentation.

(1) divide the market first. The market can be subdivided, but the market mainly talks about a kind of demand of people. From babies to the elderly, people have needs, but the same product can't be suitable for everyone. A product is suitable for a certain age group, which is called the isolated population of the whole population. Some products are suitable for age differentiation, some products are suitable for gender differentiation and some are suitable for economic differentiation. Market segmentation is different from market segmentation. Segmentation is to segment a large market population, also called market segmentation. It can correspond to a product category, not only to different age groups, but also to men and women. Between men and women, age can also correspond to young women and young men, or middle-aged women and middle-aged men. In short, using a large product category to correspond to a group of people in the market is called market segmentation.

(2) Determine the initial market segment on the basis of market segmentation. Subdivided market, subdivided people are subdivided. How to subdivide? It is to increase personal interests on the basis of the sexual interests of products, and then subdivide the personal interests needed by people of different personality characteristics in this age group.

(3) Preliminary market segmentation survey and market trend analysis. Due to the intensification of market competition, there is a finer segmentation in the case of large segmentation. When subdividing products, we should also consider whether this market is mature. Don't subdivide when the market is not mature enough.

3. Determine the effective evaluation and important considerations of this market segment.

(1) Effective macro evaluation. Differentiability means that each sub-market is clearly divided according to certain standards, and its demand level and purchasing power level can be measured, which is obviously different from other sub-markets. Accessibility means that the marketing ability of an enterprise can reach every sub-market subdivided according to certain standards, and consumers can get in touch with the products and marketing efforts of the enterprise. Another meaning of accessibility is that there is no strong competitor in this market, and it is relatively easy for enterprises to enter this market. Profitability means that each sub-market subdivided according to a certain standard has enough potential demand, which can make the enterprise profitable and achieve the profit target.

(2) Determine the important considerations of this market segment. A: The potential of market segments. First of all, market segments should have sufficient demand potential. Only the potential scale conducive to the development of enterprises is an attractive market segment. Secondly, to correctly estimate and evaluate the demand potential of a market, we can't ignore either of the two factors: the number of consumers (users) and their purchasing power level. B: Competition in market segments. The possible competitive position in the market is one of the main aspects of evaluating each market segment. Whether the competitors are strong, the situation of potential competitors, and whether new competitors can easily enter the market segments. In short, strong competitive strength will give them greater freedom to choose market segments, otherwise they will be subject to more restrictions. C: The degree to which the characteristics of market segments are consistent with the overall objectives and resource advantages of the enterprise. The fundamental purpose of market segmentation for enterprises is to find the market demand that can best combine with their own resource advantages. The resource advantage of an enterprise is manifested in its financial strength, technological development ability, production scale, management ability, traffic geographical location and so on. Since it is an advantage, it must be superior to its competitors. If the characteristics of consumer demand can promote the advantages of enterprise resources, it will be a good opportunity for enterprises. Otherwise, there will be a situation of getting twice the result with half the effort, which is a waste of resources for enterprises and even causes great losses. D: return on investment in market segments. Enterprises are very concerned about the profitability provided by market segments. High return on investment is the goal pursued by enterprises, so it is necessary to correctly estimate and evaluate the return on investment ability of market segments.

4. Dialectical thinking on segmentation and integration in the concept of market segmentation.

In marketing activities, how to effectively segment the market is always a topic worthy of key research. There is often polarization in the process of market segmentation. Is that the market segmentation is too single. If we don't define the scope of market segmentation, we often hear such a sentence in our daily life: "All parts of the country are the markets of our enterprises, and everyone is our potential users." In essence, the whole market is regarded as its own market, and there is no market segmentation. Or market segmentation is only based on products, geographical factors and population factors. Another situation is that market segmentation is too complicated. For example, in order to find their target market more accurately, some enterprises blindly emphasize the need to adopt a variety of segmentation variables in market segmentation. As we all know, if the market segmentation is too fine, on the one hand, it will cause market fragmentation and bring many unexpected difficulties to the future market management of enterprises; On the other hand, because there are too many sub-markets, it will also bring great difficulties for enterprises to choose the target market. Once the choice is wrong, it is easy for enterprises to miss some good marketing opportunities.

Third, the significance and important position of market segmentation

1. Market segmentation helps enterprises understand the market deeply. By subdividing according to different standards, the complex market is separated from different angles and put together. Not only clearly understand each part, but also understand the relationship between the parts. On the basis of market segmentation, enterprises have a clear and comprehensive grasp of the whole market. Enterprises can analyze the demand and satisfaction degree of each market segment in detail to find suitable market opportunities.

2. Market segmentation helps enterprises find the best market opportunities. Using market segmentation, enterprises can find their own market opportunities in time and accurately. Because the demand of consumers is endless, there will always be unsatisfied demand. As long as you are good at market segmentation, you can always find the gap in market demand. Sometimes, a unique market segmentation can create a brand-new market for enterprises.

3. Market segmentation helps enterprises to determine their business direction and carry out targeted marketing activities. It is very important to carefully choose the part of the market that you want to satisfy and let the superior resources of the enterprise play out. Through market segmentation, enterprises subdivide the market, carefully analyze and compare, find out the competitive trend in time, and avoid over-concentration of production and operation on a best-selling product and scuffle with competition. You can also choose an ideal customer group with potential and in line with the scope of enterprise resources as the goal, carry out marketing activities in a targeted manner, concentrate on using manpower, material resources and financial resources, use limited resources in the cutting edge, and achieve the maximum operating effect with the least operating expenses.

4. Market segmentation is of great significance to small enterprises. The production capacity and competitive strength of small enterprises are much smaller, and they cannot establish their own advantages in the whole market or in a larger market segment. With the help of market segmentation, small enterprises can find some unmet needs, which may be ignored by large enterprises, or they may be too special for large enterprises to arrange marketing forces for them. No matter what the situation is, as long as it is within the scope of small enterprises, it can fill the gap, establish a solid market position and become an expert in this small market segment. Small enterprises can also give full play to the advantages of "a small ship can turn around quickly", constantly seek new market gaps and survive and develop in the increasingly fierce competition.

References:

Philip kotler, translated by Mei Qinghao and Zhou. Marketing management. Renmin University of China Press, 200 1.

[2] Lan Ling. Marketing (second edition). Central Radio and TV University Press.

[3] Han. Marketing. China Labor Publishing House, 1998.2( 1).

[4] Song Xiao Min. Examples and analysis of marketing cases. Wuhan university of technology press.

[5] Zhang Yong. Unconventional marketing. Guangdong Publishing Group, June 2004.

[6] Lv Shuchun. Eliminate the marketing risk of enterprises. China Textile Publishing House.

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