Definition of market segmentation: The so-called market segmentation refers to the process in which enterprises divide the market based on differences in consumer demand and divide a large market into several similar small markets. Each market segment constitutes a sub-market, and there are obvious differences in demand between different sub-markets. Market segmentation is the first step in an STP strategy.

The theoretical basis for market segmentation should be: The theoretical basis for market segmentation is the heterogeneity theory, that is, consumer needs are different.

(1) It helps enterprises discover new market opportunities and select appropriate target markets. (2) It is helpful for enterprises to improve their competitiveness and adaptability and obtain good economic benefits. (3) Conducive to small and medium-sized enterprises developing and occupying the market (4) Conducive to meeting the widely varying and ever-changing social consumption needs

Select the product market scope - clarify the basic needs of potential customers - understand the needs of different customers - select important differentiated needs as segmentation criteria - segment the market based on the selected criteria - analyze the purchasing behavior of each market segment ——Assess the size of each market segment

Measurability Profitability Differentiation Accessibility

(1) Criteria for consumer market division: 1. Segmentation by geographical factors 3. Segmented by psychological factors 2. Segmentation by demographic factors 4. Segmented by behavioral factors

(2) Standards for dividing the producer market: by user industry category, by user geographical location, and by user scale

single factor method

multiple factor approach

Comprehensive factors method

The target market refers to one or several sub-markets for which the enterprise is prepared to meet its needs with corresponding products and services on the basis of market segments.

Target market selection criteria

Target market selection strategy

undifferentiated target market strategy

Differentiated market targeting strategy

Focused target market strategy

Customized marketing

1. Enterprise resources 2. Product characteristics 3. Market characteristics 4. Competition situation

Market positioning refers to the process by which an enterprise determines the characteristics, image and position of its products and services in the target market based on the competition and its own conditions in the selected target market.

(1) Positioning based on specific product characteristics (2) Positioning according to specific use occasions and purposes (3) Positioning based on the benefits obtained by consumers (4) Positioning based on user type

(1) Analyze the current situation of the target market (2) Accurately select competitive advantages (3) Effectively and accurately deliver positioning information to the market (4) Repositioning

Head-on positioning

Avoid strong positioning

re-locate