Chapter 9 Chapter Seven Market Segmentation Finding the Right Customers

A market segment consists of a large number of people in a market with identifiable desires, purchasing power, geographic location, buying attitudes, and buying habits.A car company should identify low-cost car buyers looking for basic transportation and those looking for luxury cars. Market segmentation was first proposed by American marketing scientist Smith in the 1950s as a new concept.It is a great progress in the marketing concept of modern enterprises, it came into being in response to the new market situation, and it is a reflection of the differentiation and diversification of consumer needs in modern society.

Through marketing research, business operators divide the overall market of a certain product into several consumer groups based on the obvious differences in consumer needs and desires, purchasing behaviors, and purchasing habits, which is market segmentation. points process.In this process, each consumer group is a segmented market, or each segmented market is a group composed of consumers with similar demand tendencies. As early as the early 1970s, the Coca-Cola Company began to try to set up a vending system in the office, but it failed because the system took up too much space and required a huge carbon dioxide container to generate carbonation.Attempts by other companies to enter the office market have also been thwarted by requiring workers to mix syrup and water themselves.

Under the urgent situation of shrinking market share, Coca-Cola Company accelerated the pace of development and set out to develop a new product - "rest partner". The principle of "rest partner" should be a machine-sold injection system device that is easy to use, occupies a small area, and can be placed anywhere.In order to complete this plan, Coca-Cola Company specially invited Bosch-Siemens Company of Germany to join in the manufacture of this machine-sold injection system device, and at the same time applied for a patent for the "rest companion". Coca-Cola has developed a "rest buddy" that is about the size of a microwave oven and weighs 78 pounds when filled.Customers can attach the self-cooling "rest buddy" to a water source or to a storage tank.The machine is equipped with 3 syrup tanks to match the "rest partner", and it is also equipped with a tank that can make 250 drinks. As long as the button is pressed, the water flows from the cooling zone into the mixing tube, and the carbon dioxide is injected to form a carbonated drink.Since the amount of syrup selected at each touch of a key needs to be matched with the appropriate amount of soda, Siemens has installed an indicator light on the machine that lights up when the carbon dioxide bottle is empty.The machine is also equipped with a coin acceptor. When buying Coke, you can insert 5 cents, 1 cent or 2 cents and 5 cents.Since the beverage output from the machine is only 32 degrees Fahrenheit, there is no need to add ice cubes

In July 1992, after more than 20 years of research and development, the new type of cola dispenser was promoted and tested in more than 30 countries. It cost a lot of money and was called an unprecedented development in the history of soft drinks by industry observers.35,000 "Breakmates" have been installed in small offices across the United States, and office workers can enjoy Coca-Cola drinks without leaving home. The Coca-Cola Company continues to develop the "rest partner" segment.After 3 years of market trial sales, Coca-Cola has accumulated a lot of experience in the design of distribution channels and market segmentation.During the trial marketing process, Coca-Cola continuously improved its segmentation strategy in order to find the final target market of "rest companion".An initial survey showed that it would be profitable to place "break buddies" in offices with 20 or more people, so the company wanted to target offices with 20 to 45 people.However, this means that Coca-Cola will lose the huge market of more than 1 million offices with less than 20 people. Obviously, this target market is unreasonable.Through further research and analysis, the Coca-Cola Company found that the number of small offices is on the rise, and proved that for those offices with frequent personnel turnover, only 5 people can use the "rest partner" to make a profit.In addition, distributors can also install machines in large offices, so that employees can get Coca-Cola drinks at any time.

Coca-Cola's success lies in the correct market segmentation.Its subdivisions are measurable, approachable and implementable.Coca-Cola has made great achievements in market segmentation through a series of marketing activities and continuous improvement.Coca-Cola's successful experience tells us that it is impossible for companies to meet the overall requirements of all customers and provide them with effective services in the face of intricate markets and consumers with different needs. Therefore, companies must conduct detailed analysis on the basis of market analysis. Points, and select a part of customers as its service objects.

Market segmentation can help companies to choose target markets that suit their own conditions on the basis of fully understanding the differences in consumer needs, so that companies can provide customers with differentiated products and services on the premise of giving full play to their resource advantages. The market demand of different products and its degree of satisfaction are different, as are the different specifications and models of the same product.The unsatisfied consumer demand is the environmental opportunity of the enterprise. Whether this environmental opportunity can become the optimal market opportunity of a certain enterprise depends on the following three conditions:

First, whether the resource potential of the enterprise can meet this demand; Second, whether the enterprise can take the lead; Third, if several companies may enter the market, it depends on whether the company has an advantage over other companies in taking advantage of this opportunity. After differentiated segmentation of consumers and the measurement and comparison of the above three aspects, companies can find the best market opportunities. A company operating in a large market such as computers or soft drinks cannot serve all the customers in that market.There are too many customers, and their purchase requirements are different.A company needs to identify the market segments it can most effectively serve.

Market segmentation allows the company to seek more specific target customer groups, and at the same time, it also allows the company to find the competitiveness that distinguishes it from competitors.Market segmentation needs to classify consumers with similar demand characteristics according to the company's own advantages, and distinguish consumer groups with different demand characteristics, so as to delineate many sub-markets, so that the production and marketing of enterprises can be more efficient. It is more targeted and able to focus on building competitiveness in the target market.

The bubble gum market in Japan has been monopolized by "Laut" for a long time, and it is difficult for other companies to get involved.But "Ezaki" is determined to break this monopoly. After conducting an in-depth market research, Ezaki Company found that Lauter Company's consumers are mainly children, and the target customers and product varieties are relatively single, while the bubble gum market for adults still has great potential.Therefore, Ezaki Company launched adult bubble gum with four functions for the subdivided market: driver bubble gum for eliminating sleepiness; communicative bubble gum for cleaning mouth; relaxing bubble gum for improving mood; sports bubble gum for eliminating fatigue.After the advent of these bubble gums that can meet the different needs of adults, they swept the Japanese market like a hurricane, with sales reaching 15 billion yen that year, occupying 25% of the market share, and greatly shaking the dominance of the "Laut" bubble gum.Another example is that Japan's Seiko Manufacturing Co., Ltd. launched the world's unique "Muslim Watch" on the basis of differentiated market segmentation.This watch, in addition to the usual timing functions, can also convert the local time of 114 major cities in the world into the time of Mecca, the "Holy Land" of Muslims. At the same time, the rooster can crow 5 times a day to remind believers to pray.After Seiko introduced this watch to Arab countries, it was very popular among Muslims and sold well.

Market segmentation is conducive to improving the competitiveness of enterprises and obtaining economic benefits with less investment and higher output.This is because, on the one hand, corporate marketing based on differentiated market segmentation avoids the use of scattered power in the overall market, and the company's limited human, financial, and material resources can be concentrated on one or several market segments. , develop strengths and circumvent weaknesses, and carry out targeted operations in a targeted manner, not only the cost is low, but the competitiveness will also be improved; on the other hand, differentiated market segmentation makes it easy to see clearly the advantages and disadvantages of each competitor in each market segment , It is beneficial for enterprises to establish their own target market avoiding reality, which is also conducive to enhancing competitiveness and improving economic benefits.

The world-renowned marketing strategy master Kenichi Ohmae has a famous saying: "Avoiding competition is the smartest competition."In a huge market, only by differentiated segmentation of the market, aiming at a certain level of consumption or a certain type of consumption objects neglected by the market, and producing products suitable for their needs, can it be possible to avoid competition and thus improve the competition of enterprises. ability. A tailor makes a different garment for each person, and a shoemaker makes a different shoe for each person.However, the Industrial Revolution ushered in a new era of mass production; companies at the time made standardized goods to order and made them meet individual needs.Manufacturers shift from make-to-order to make-to-stock.Today's information revolution has enabled more and more companies to mass-customize their products.Mass customization is the ability to design and service, plan, and disseminate for individuals on the basis of mass production preparations to meet the requirements of each customer. After subdividing the market, each market becomes small and specific, the scale and characteristics of the subdivided market are obvious, and the needs of consumers are clear, so companies can formulate different marketing strategies according to the different characteristics of products.Without market analysis, it is impossible to choose the target market, and the marketing mix strategy formulated must be aimless.At the same time, in the segmented market, the information feedback is sensitive. Once the consumer demand changes, the company can quickly change the original marketing mix strategy based on the feedback information and formulate corresponding countermeasures to adapt the marketing mix strategy to the changed consumers. need. Gillette has long been committed to continuous product improvement, including improvements to new razors and blades. In 1990, Gillette hit another big hit with the invention of the induction blade, a spring-loaded blade that catered to those looking for the cleanest shave possible.This has brought a profit margin of more than 30% to Gillette, and the company can get more than $500 million in profits from the sales of blades and razors every year.Gillette has loyal customers and controls 63% of the market. Gillette owes much of these achievements to its successful positioning in the male market.In the women's market, Gillette's positioning was less successful.The company's personal products division has been less successful in selling feminine care products than Men's Justice Guard deodorant and Foaming Shave Lotion.Most recently, the Personal Products division reported about 27% of Gillette's $3.8 billion in sales, but only 11% of its operating profit. Products developed by Gillette for the female market include Silkens hair conditioner, Baiyu brand shampoo, soaking hair conditioner, Tony brand home curling iron, April cleanser, deep magic skin care oil, etc.These products generated approximately $250 million in sales, and all became popular brands at the time.But consumers in today's fashion environment look as outdated as dinosaurs. Although Gillette produced a series of new products aimed at the female market and hoped to become famous brands, they all failed due to the failure of proper market positioning.Clearly, Gillette is doing well in the men's personal products market.In general, men's favorite products like razors, razor blades, deodorants, and shaves were originally positioned to be easy to use and perform well.Therefore, male consumers can easily judge the relative effectiveness of these products. For the male market, Gillette's name means quality. Gillette, however, did not do so well when it came to positioning women's products.For example, Gillette failed to recognize the importance of novel products for today's women.While men's shaving products have reached a level of satisfaction, some women's personal health products have not. Although Gillette segmented the personal care product market into men's market and women's market based on gender differences, and the company properly positioned various products in the men's market, in the women's market, the hair care and skin care products were The market positioning of women's products is correspondingly much weaker.Perhaps it is because Gillette's marketing strategy in the men's market has been so successful for too long that it has not been able to make a more careful market segmentation for today's women's products, nor has it properly segmented the various women's products. Market positioning. Because Gillette failed to make a reasonable market segmentation for women's products, it also failed to design a reasonable marketing mix for it, so naturally it could not succeed.Generally speaking, our so-called marketing mix is ​​the familiar 4P: Product: What is offered in the market, especially tangible products, packages, and services that customers can obtain through purchase. Price (Price): Generally refers to the price of the product, plus shipping and insurance costs. Place: The arrangement that makes the product readily available to the target market. Promotion (Promotion): including advertising (Advertising), sales promotion (Salespromotion), direct mail (Directmail) and public relations (Publicity) and other communication activities to inform, persuade or remind the target market of the display location and benefits of its products. Enterprises can complete their own marketing strategy formulation by designing a marketing mix for each market segment.Designing a marketing mix and selecting a target market go hand in hand, so many marketing mix decisions are already made.For example, if the target market chooses price sensitivity, of course, some consideration has been given to the price level.The market positioning of a product also has many implications for choosing appropriate promotions and channels.Therefore, many marketing mix decisions are combined with target market selection. Market segmentation requires the marketing manager to decide which product segmentation criteria may be useful in planning a marketing strategy and which criteria should help guide marketing mix planning.Generally speaking, a company should analyze any possible product market according to the segmentation criteria connecting customers and the type description of the product, because these market segmentation criteria can help the company develop a better marketing mix. Marketers cannot create market segments; the marketer's task is to identify market segments and determine which submarkets to target. In addition to improving competitiveness and making marketing decisions for enterprises, market segmentation can also effectively improve the economic and social benefits of enterprises. Procter & Gamble sells eight brands of soap, six shampoos, four liquid dish cleaners, four toothpastes, four coffees, three floor cleaners, three toilet paper, two deodorants, and two edibles. Oil, two fabric softeners, two disposable diapers.Even more exaggerated is that Procter & Gamble produces as many as eleven brands of laundry detergent.All these P&G brands compete with each other on the same supermarket shelves. Why does Procter & Gamble launch several brands in the same product category instead of concentrating on launching one leading brand?The answer lies in the fact that different consumers want different combinations of benefits from the products they buy. Taking the laundry detergent market as an example, consumers use laundry detergent not only to make clothes clean, they also want to get something else from laundry detergent, such as economical and practical, bleach, soft fabrics, fresh smell, strong or medium. sex, foam and so on.Consumers want to get more or less each of the above benefits from laundry detergent, but they have different emphasis on each benefit.For some consumers, cleaning and bleaching are most important; for some, soft fabrics are the most important; and for others, neutral, freshly scented laundry detergents are desired.Thus, different groups or segments exist among laundry detergent buyers, and each segment seeks its own special combination of benefits. In response to the differences in consumer needs and interests for laundry detergent, Procter & Gamble has identified at least eleven important laundry detergent market segments and countless sub-segments, and has developed different brands to meet the special needs of each market segment. .The eleven Procter & Gamble brands carry out market positioning for different market segments. By differentiating the laundry detergent market and using a wide range of laundry detergent brands, Procter & Gamble has attracted consumers across all important preference groups.The sum of its brands has achieved a 53% market share in the $3.2 billion US laundry detergent market, far exceeding the market share that can be obtained by only one brand. Procter & Gamble has not only effectively promoted product sales through reasonable and scientific market segmentation, but also occupied a dominant position in the entire washing market, greatly improving its economic status and social positioning. The effect of market segmentation on improving the economic benefits of enterprises is mainly manifested in two aspects: one is to establish the target market through market segmentation, and then concentrate the human, material and financial resources of the enterprise on the target market to form a scale advantage in operation and obtain Ideal economic benefits; second, after market segmentation, enterprises can face their own market and produce products that meet the needs of consumers.As long as the product can meet the needs of consumers in the market segment, it can speed up the turnover of goods and improve the utilization rate of funds, thereby reducing sales costs and improving the economic benefits of enterprises. At the same time, the subdivided market is small and specific. Operators can deeply and meticulously explore the potential demand in each subdivided market, study the development trend of the market, the size of potential demand, and what products and services need to be provided. etc.Enterprises can develop new markets in a targeted manner according to the needs of potential markets, so that potential needs can be transformed into actual needs as soon as possible.In this way, it can not only bring new customers to the enterprise, achieve the purpose of expanding sales and increasing profits, but also meet the needs of potential consumers and be welcomed by consumers, and realize the social benefits of enterprise management. The so-called market segmentation means that the management authority of the enterprise divides the entire market into several markets that require different products and marketing combinations according to the segmentation variables, that is, factors that affect the desires and needs of buyers in the market, purchasing habits and behaviors. A segment or submarket, any one of which is a group of buyers with similar wants and needs, may be selected as a target market for a firm. The market is not homogeneous, and the needs of consumers tend to be individualized.No matter how strong an enterprise is, it is impossible to provide services for all customers. The modern market increasingly requires enterprises to give up large-scale marketing and product diversification, and to use market segmentation strategies to find more opportunities for enterprises. . Established in 1997, Chery Automobile Co., Ltd. has successfully rolled out 30,000 cars in less than two years, successfully ranked among the "top eight" in the domestic car industry, and has become a recognized "dark horse" in the car industry. In 2003, after serious market research, Chery Automobile Company carefully selected mini cars to enter the market.The new product named "Chery QQ" is different from ordinary minibuses in that it has the size of a minibus and the configuration of a sedan. The QQ mini-car was launched in May 2003, and received good market response in June. By December 2003, it had sold more than 28,000 units and won multiple awards. Before the launch of Chery QQ, the target customers were identified as young people with low income but knowledge and taste, and at the same time, middle-aged people with a certain career foundation, young minds and fashion pursuits were also taken into consideration.Generally, white-collar workers who have graduated from college for two or three years are potential customers of Chery QQ.The per capita monthly income of 2,000 yuan can easily own this car. Many fashionable men and women took this cute elf home because of QQ's beauty, high configuration and excellent cost performance, and they have become happy partners with QQ ever since. The person in charge of Chery said that in order to attract young people, Chery QQ is equipped with a unique "I-say" digital audio system in addition to the proper configuration of a car, becoming a "talking QQ", which can be called a small car. The most fashionable configuration. Chery aimed at the QQ market as mini-cars, and positioned the target consumers as fashionable youths. Through effective market segmentation and sovereign market positioning, Chery successfully opened up the sales of Chery QQ. Perhaps many people think whether market segmentation is equivalent to product classification. Chery divides products into QQ, Fengyun, Cowin, etc., which is a market segmentation.In fact, market segmentation is not equivalent to product classification.Market segmentation does not start from products, but from the characteristics of customers. We must first focus on customers, analyze the influencing factors of consumer needs, and adjust our products accordingly.There are many ways to segment the market. Kotler reminded that enterprises cannot segment the market in one way. Marketers must try various segmentation variables or combinations of variables in order to find the best method to analyze the market structure. . According to the factors that affect consumer demand, Kotler regards geographical factors, demographic factors, psychological factors and behavioral factors as the main subdivision criteria. We will discuss how to use these four factors as standards in the next four sections. Scientific subdivision. Geographic segmentation calls for dividing the market into different geographic area units, such as countries, states, regions, counties, towns, or streets.A company may decide to operate in one or a few geographic regions, or target all regions, but be aware that needs and preferences vary from region to region. Geographical segmentation is an easy and unambiguous way of segmenting your market.When a company selects its target consumer market, the first step is often to distinguish it according to the geographical location of the target market, such as country, region, county, city or area.The history and culture bred in different regions are also different, and consumers' preferences and consumption habits naturally have their own advantages.Therefore, geographic segmentation has become a market segmentation method that most companies have to consider. McDonald's has domestic and international markets in the United States, and no matter whether they are domestic or foreign, they all have different eating habits and cultural backgrounds.McDonald's conducts geographical segmentation, mainly to analyze the differences between regions.For example, people in the east and west of the United States drink different coffee tastes.By subdividing the market into different geographical units for business activities, it is possible to adapt measures to local conditions. Every year, McDonald's spends a lot of money to conduct serious and rigorous market research, study the population mix, cultural customs, etc., and then write detailed segmentation reports, so that each country and even each region has a kind of food that is suitable for local life. way of marketing strategy. For example, when McDonald's first entered the Chinese market, it spread a lot of American culture and life philosophy, and conquered the Chinese with the American-style beef burger.But Chinese people love to eat chicken. Compared with other foreign fast foods, chicken products are more in line with Chinese tastes and easier to be accepted by Chinese people.In response to this situation, McDonald's changed its original strategy and launched chicken products.McDonald's, which only sells beef products all over the world, has also begun to sell chicken.This change was made for geographical elements, and it also accelerated the pace of McDonald's development in the Chinese market. The market segmentation of geographic elements is not difficult, but the difficulty is to apply market strategies to reality.McDonald's conducts market research for specific geographical units every year, but the application efficiency is not satisfactory due to various reasons.For example, the performance of McDonald's in the Chinese market has lost to KFC, which is far inferior to it in the global market. This has always been a big problem for McDonald's. Specific variables for geographic segmentation include countries, regions, city sizes, population densities, different climate zones, and different topography and landforms.The reason why geographic segmentation is feasible is that consumers in different geographical environments often have different needs and preferences for the same product, and their reactions to the company's product prices, sales channels, advertising and other marketing measures are also different. Often there is a difference.For example, consumer goods such as heatstroke prevention and cooling, cold protection and warmth are often segmented according to different climate zones; consumer goods such as household appliances and textiles are often segmented according to urban and rural areas; and market segments are segmented according to population density. Manufacturers of consumer goods are of great significance. In order to more effectively estimate the size of the target market and prepare for entering the target market, companies must understand the demographic characteristics of target consumers.Human variables are the most commonly used basis for differentiating consumer groups, both because consumer desires, preferences, and usage are often closely related to human variables, and because human variables are easier to identify than most other types of variables measure. Age, gender, occupation, income, etc., are typical indicators in demographics.Marketing scholars apply it in market segmentation, which forms the way of population segmentation.Since population is one of the basic elements of the consumer goods market, and it is easy to distinguish and measure, population segmentation has become the most commonly used and most important criterion for market segmentation. Three doctors and three masters from Tsinghua University established the Times Blue website. At first, they wanted to develop into a professional academic book website, but "selling books is too low to make money." After two rounds of venture capital intervention, Times Blue's development ideas gradually There has been a shift. What kind of transformation is this?The website started selling cosmetics to female college students.This change has brought unexpected gains to the website. The consumption potential of female college students is far beyond the imagination of most people.And once the website is recognized by female customers, the speed of transmission is amazing. According to the data, the annual consumption of cosmetics by female college students in my country is 2 billion yuan.The consumption potential of female college students is huge. In addition to cosmetics, accessories, and clothing, girls also continue to buy things for their boyfriends. The market is huge and the prospects are quite bright.After Times Blue's website switched to selling cosmetics, company executives described profits as "on the right track." A female college student posted a post listing the makeup she bought, and the result was jaw-dropping. There were more than 100 boxes of eye shadow alone.Women love beauty, regardless of whether they have spending power or not, regardless of the cost for beauty.Women believe that buying skin care products, cosmetics, clothing, and accessories can make them beautiful. With this mentality, women's spending power is unimaginable. Statistics show that at present, the annual consumption of cosmetics by women in our country reaches 8 billion yuan, plus clothing, jewelry, accessories, cars, etc., the market is huge. "She economy" is attracting more and more attention. "She Economy" is one of the 171 new Chinese words announced by the Ministry of Education in August 2007.With the improvement of women's economic and social status, a unique economic circle and economic phenomenon have formed around women's financial management and consumption. The female economic phenomenon thus formed is also called "she economy". The popularity of "she economy" shows that gender segmentation is playing an increasingly important role in today's market. Of course, not only gender segmentation, but also dividing consumers into different target consumer groups according to age group and income level has become a segmentation method adopted by more and more companies.At present, the demographic segmentation variables commonly used in enterprises mainly include the following aspects: age.Age is often an important segmentation variable because buyers' product needs and purchasing power often vary by age. Although using age to distinguish demographic characteristics and then entering the target market has a great effect, Kotler still reminds companies to be careful not to fall into clichés when adopting this method, because they are also 70-year-olds, and some are in wheelchairs. Some are active on the sports field. gender.Men and women often have great differences in purchasing motivation and behavior, so gender is also an important segmentation variable. income.Revenue has always been an important segmentation variable for products and services such as automobiles, homes, apparel, cosmetics, travel, and more.As far as cars are concerned, there are Mercedes-Benz and Cadillac designed for high-income families, as well as Shenlong Fukang and Sail for ordinary upper-middle-class families. In psychographic segmentation, buyers are divided into groups based on their social class, lifestyle, or personality traits.People in the same humanistic group may exhibit vastly different psychological characteristics. Marketing scholars have found that even within the same population group, there may be extremely different psychological characteristics.Then, they need to be treated differently according to the way of psychological segmentation. Beijing Qianmen Quanjude Roast Duck Restaurant is the original store (an old store) of Beijing Quanjude Roast Duck Group. It was founded in 1864. It is famous at home and abroad for its traditional hanging oven roast duck. It is a famous time-honored brand in Beijing. Quanjude, which once created the highest national record of daily sales of 677,000 yuan for a single restaurant, summed up its business strategy as - aggressive service.The so-called "aggressive service" is to require the waiter to provide different service countermeasures for different types of customers.Beijing Qianmen Quanjude Roast Duck Restaurant has summarized the following specific service countermeasures according to the four different temperament types of people: 1.Sanguine-Lively: This type of customer is lively, quick-responsive, sociable but volatile.They often chat with the restaurant service staff, they are in a hurry when ordering, and they may change their minds and return the dishes later; they like to try new things, but they are easy to get bored; And the dining environment is greatly affected, but sometimes the attention is not concentrated, and the expression is exposed. Service countermeasures: When possible, the waiter should take the initiative to talk to this type of consumers, but there should not be too much repetition, otherwise they will be impatient.It is necessary to provide them with more information about new dishes, let them make active choices, and meet their requirements as much as possible when they request to return dishes. 2.Phlegmatic temperament - quiet type: This type of customers is quiet, stable, strong restraint, and rarely loses their temper; they are not flexible enough, not good at diverting attention, prefer a quiet and familiar dining environment, and are not easily affected by on-site promotions by waiters. I like to compare all kinds of dishes carefully and make decisions slowly. Service countermeasures: When taking a seat, try to arrange them to sit in a relatively secluded place. When ordering food, try to provide them with some familiar dishes, and follow their wishes. Don't express the waiter's own suggestions prematurely, give them Enough time to make a choice, don't urge too much, don't talk too much with them or show too much enthusiasm, and grasp the "degree" of service. 3.Choleric-excited type: This type of customers is enthusiastic, cheerful, straightforward, energetic, impulsive, impatient, and has a strong extroversion; they order quickly, rarely think too much, and are easy to accept the opinions of waiters , like to taste new dishes; relatively careless, easy to lose items. Service countermeasures: When ordering food, try to recommend new dishes, and take the initiative to carry out on-site promotions, but don’t argue with them; try to be as fast as possible when serving dishes and checking out, and remind them not to forget their items after eating. 4.Depression-sensitive type: This type of customers is generally taciturn and unsociable; lacks vitality and emotional stability; sensitive to things, cautious in words and deeds, complicated in heart, and less exposed. Service countermeasures: Try to arrange a quiet place when taking the seat. If you need to adjust the seat temporarily, you must explain the reason clearly, so as not to arouse their speculation and dissatisfaction.When serving, you should pay attention to respecting them, the service language should be clear, and the conversation with them should be just right.When they need service, be warm to each other. Quanjude Roast Duck Restaurant can adopt one-to-one "aggressive service" for different types of customers by analyzing the personality temperament of customer segments, and achieve marketing success. Kotler suggested that companies can segment consumers according to social class, lifestyle and personality: Social class.Social class refers to groups that are relatively homogeneous and persistent in a society.Members of the same class have similar values, hobbies and behaviors, while members of different classes have great differences in the above aspects.Obviously, identifying the different characteristics of consumers of different social classes will provide an important basis for market segmentation of many products. lifestyle.In layman's terms, lifestyle refers to how a person lives.People pursue different lifestyles, for example, some pursue trendy fashion; some pursue tranquility and simplicity; some pursue excitement and adventure; some pursue stability and comfort. personality.Personality refers to a relatively stable psychological tendency and psychological characteristics of a person, which will cause a person to make a relatively consistent and continuous response to his environment.As the saying goes: "People are different, each is like its face." Everyone's personality will be different.Typically, personality is expressed through character traits such as assertiveness, autonomy, dominance, submissiveness, conservatism, and adaptability.Thus, personalities can be categorized by these personality traits, thereby providing a basis for business segmentation.In Western countries, for products such as cosmetics, cigarettes, beer, and insurance, some companies have achieved success in market segmentation based on individual characteristics. 在行为细分（behavioral segmentation）中，根据购买者对一件产品的了解程度、态度、使用情况或反应，将他们划分成不同的群体。许多营销人员艰辛，时机、利益、使用者状况、使用率、忠诚状况、购买者准备阶段和态度等行为变量是对建立细分市场至关重要的出发点。 市场细分分析是一种对消费者思维的研究。对于营销人员来说，谁能够首先发现更好的划分客户的依据，谁就能获得丰厚的回报。也因此，越来越多的营销者不满足于通过常见的地理、心理等标准来细分消费者。于是，消费者的忠诚度、购买时机、使用状况等，都成为可以作为市场细分的标准。消费者行为细分方式也就应运而生。 广东佛山石油分公司水藤加油站开业不到10天，售出“燃油宝”346支。水藤站取得如此佳绩，有赖于以“声”夺人、以“情”留人的营销策略。 水藤站在开业之初，就将自己面对的顾客群体按照行为细分为新客户与老客户，分别对他们采取不同的销售策略。 在新客户的开发上，他们以“声”夺人。水藤站不是急于销售，而是做好宣传推广工作。他们收集资料，把图片装订成精美的小册子，由站长带头向顾客做推广工作，让顾客对“燃油宝”的性能耳熟能详。 对老客户的稳定，以“情”留人。水藤站利用好油站的IC卡客户和配送客户，开拓“燃油宝”业务。员工黄远芬多次带上精美小册子上门进行推广，一个拥有15辆车的客户当场买下75支“燃油宝”。 水藤站采用的按照顾客是否初次使用而进行的细分，只是行为细分的一种。近年来，随着商品经济日渐发达，广大消费者的收入水平不断提高，这一细分标准越来越显示其重要地位。不过，行为细分标准比其他标准要复杂得多，也更加难以掌握。不过，营销学者还是给出了以下几项标准作为参考： 购买习惯。即使在地理环境、人口状态等条件相同的情况下，由于购买习惯不同，仍可以细分出不同的消费群体。如购买时间习惯标准，就是根据消费者产生需要购买或使用产品的时间来细分市场的。 寻找利益。消费者购买商品所要寻找的利益往往是各有侧重的，据此可以对同一市场进行细分。一般来说，运用利益细分法，首先，必须了解消费者购买某种产品所寻找的主要利益是什么；其次，要了解寻求某种利益的消费者是哪些人；最后，要调查市场上的竞争品牌各适合哪些利益，以及哪些利益还没有得到满足。通过上述分析，企业能更明确市场竞争格局，挖掘新的市场机会。 产品使用者。使用者可以区分为使用者、非使用者、初次使用者、超前使用者、潜在使用者、偶尔使用者、固定使用者。对于这些使用者类别，必须采用不同的销售和沟通方法。 使用量。在许多市场，较低比例的消费者代表着全部销量中的较大比例。通常，大约20％的使用者占了80％的消费量。在很多情况下，区分重度使用者、轻度以及非使用者是非常有用的。重度使用者，或者说关键贡献者，需给予特殊的对待。 忠诚程度。对于现有的消费者，可以区分为绝对忠诚、轻度忠诚和品牌转换者。香烟、啤酒以及牙膏通常是品牌忠诚市场。保持忠诚用户是关系营销的目标。可开发的营销策略是吸引竞争者的用户或增加转换者的品牌忠诚。 并不是所有的细分市场的方法都是行之有效的。例如，食盐的购买者可分为金发的和浅黑发的。但是，头发的颜色与购买食盐毫不相关。而且，如果所有的食盐购买者每月购买等量的食盐，认为所有盐的质量相同，并愿意付相同的价格，那么企业就不能从细分这个市场中获利。 正如科特勒所说，并不是所有的市场细分都是有效的。因此，即便不少公司创新出了不少与众不同的新型市场细分方式，但这是否行之有效，是否能够科学地指导我们做出合理的营销？需要我们对细分出的市场进行科学的评估，从而选取出科学合理的具有潜力的目标市场。 海尔集团以重视“市场细分化”而著称。即海尔的营销始终依照消费者的需要与欲望、购买行为与购买习惯等方面的明显差异，把产品的市场整体划分为若干个消费者群；根据不同的目标市场，进行针对性开发。 细心的消费者会发现，海尔冰箱在上海买的就跟北京买的不一样，北京市场的海尔冰箱宽大、粗犷，上海市场则瘦窄、秀气。原来，营销人员发现，上海家庭住房普遍比北京窄小，消费者不喜欢冰箱占地面积过大，另外，上海人更欣赏外观比较小巧的冰箱，于是海尔专为上海市场设计了一种瘦窄型的冰箱，叫做“小王子”，在上海非常畅销。 后来，海尔注意到农村的冰箱需求量上升得非常快，但他们并没有简单地把现有的冰箱拿到农村去，而是对农村市场也作出了研究：一是农村的消费水平比较低；另一个是农村的电压波动上下不能超过5％。于是，海尔在开发农村冰箱时，根据农民的需求进行精确定位，首先大幅度削减现有冰箱的功能，降低成本从而降低价格。同时，把压缩机重新改造，使之适应低压启动。这种重新改装的冰箱在农村销得很好，市场份额上升迅速。 海尔的科研开发和市场销售人员将冰箱的市场细分归结为款式细分、阶层细分、外销细分和地域细分4类。其中，款式可分为欧洲风格、亚洲风格和美洲风格，欧洲风格特征是严谨，以方门、白色来体现；亚洲风格以淡雅为主，用圆弧门、圆角门、彩色花纹钢板来体现；美洲风格则突出华贵，以宽体流线造型出现。按阶层细分又可分白领、蓝领，其中白领为分体式、中小容量、外观要典雅；蓝领则要大中容量、豪华的外观。外销方向可细分为发达国家和发展中国家，发达国家如美国、德国、日本、法国、澳大利亚等，发展中国家如阿根廷、伊朗、越南、巴拿马等。市场按气候带或地域细分，可以分为北方和南方、城市和农村等。北方需要大冷冻能力冰箱，如直冷冰箱和单冷冰箱；南方需要宽气候带冰箱和冷热空调。农村需要宽气候带冰箱和双缸洗衣机；沿海则需要无霜冰箱和带烘干的洗衣机。 海尔的成功有很大的原因归功于一套成熟的细分方式。通过市场细分，发现最好的市场机会，确定目标市场，从而集中使用人力、财力、物力，为目标市场服务，使有限的经济资源产生最大的经济效益。不过，虽然市场细分方式多种多样，但要做到像海尔这样科学有效，却并不容易。营销专家建议，企业的市场细分需要考虑以下三个因素之后，才能做出有效的细分，最终选择出最有潜力的目标市场： 1.细分市场的规模和增长程度。进行市场评估前，首先要评估细分市场是否有适当规模和增长潜力。较小的市场对于大企业，不值得涉足；而较大的市场对于小企业，又缺乏足够的资源来进入，并且小企业在大市场上也无力与大企业竞争。从以上案例看，海尔的从城市到农村，从国内到国际的细分方式，都是依企业的规模发展而发展的。 2.寻找有吸引力的细分市场。是否具有吸引力最终取决于观察者的眼光。吸引一家大型跨国公司的事物，不一定会吸引一个资本有限的地方性公司，但这两者都在寻找赢利力超过平均水平、成长前景看好的细分市场。市场吸引力取决于他们比对手更好地利用这些特性的能力。每一细分市场的成长前景取决于未被利用的机会。即使是成熟的市场也可能存在着非常重要且未被人注意的增长潜力。 3.评估企业的目标和资源。企业实力雄厚、管理水平较高，可考虑采用差异性或无差异性营销策略；资源有限，无力顾及整体市场或几个细分市场的企业，则宜于选择集中性营销策略。 在考虑了这三个因素之后，企业对细分市场的评估才是有效的，最终才能选择出最有潜力的目标市场。 通过对不同的细分市场进行评估，公司会发现一个或几个值得进入的细分市场。公司必须决定要进入哪几个细分市场。企业要进入的市场就是通常所说的目标市场。 大多数公司已经知道市场营销中市场细分的必要性，然而，更大的问题是，我们应当如何进行市场细分，市场细分一般有哪几种细分方式？我们可先看看某显微镜生产商的细分过程： 某显微镜生产商所具有的生产力包括显微镜、测量投影仪等光学相关仪器。但市场中同类产品的竞争十分激烈，于是，该生厂商决定对市场做出更细致的调研，进一步细分自己的目标市场。 经过对本行业的细致的调查和分析，改厂商发现，显微镜的潜在市场巨大，同时，由于显微镜是专业性较强的测量仪器，因此，该市场对于显微镜测量的专业性具有相当高的需求。 于是，该公司决定采用产品专业化的细分模式，对自己的生产线做出了调整。公司准备向不同的顾客群体销售不同种类的显微镜，而不生产实验室可能需要的其他仪器。在接下来的营销活动中，公司主要围绕着大学实验室、政府实验室和工商企业实验室推广和销售显微镜来进行。 由于该公司在显微镜生产方面的精细化，以及他们所提供的服务的专业化，他们的产品在行业内树立起了很高的声誉。 不过，在对产品进行专业化细分之后，虽然短期内公司在业内树立起了较高声誉，但这一营销模式的风险性也一直是营销者所担忧的——假设公司目前生产的显微镜被一种全新的显微技术代替，整个公司都会面临着滑坡的危险。 案例中的显微镜公司用集中生产一种产品，并向各类顾客销售这种产品，采用的就是市场细分模式中的产品专门化模式。这种细分模式的利弊当然也在显微镜公司的营销过程中显现出来——一方面，有利于公司专业化的口碑与品牌树立，但同时，也面临着产品单一化造成的巨大风险。 那么，我们在市场细分中，还有哪些模式可供选择呢？营销学者长期研究发现，除了产品专门化模式，我们还有一下四种市场细分模式： 1.密集单一市场 最简单的模式是公司选择一个细分市场集中营销。与产品专门化不同，市场的集中营销针对的专业化是一个细分市场。在该细分市场上，公司通过密集营销，更加了解本细分市场的需要，并树立特别的声誉，因此便可在该细分市场建立巩固的市场地位。另外，公司通过生产、销售和促销的专业化分工，也获得了许多经济效益。如果细分市场选择得当，公司的投资便可获得很高的报酬。但是，密集市场营销同样面临着较大的风险，个别细分市场可能出现一蹶不振的情况，或者某个竞争者决定进入同一个细分市场。 2.有选择的专门化 公司采用此法选择若干个细分市场，其中每个细分市场在客观上都有吸引力，并且符合公司的目标和资源。但在各细分市场之间很少有或者根本没有任何联系，然而每个细分市场都有可能赢利。这种多细分市场覆盖优于单细分市场覆盖，因为这样可以分散公司的风险，即使某个细分市场失去吸引力，公司仍可继续在其他细分市场赢利。 3.市场专门化 公司可以专门为满足某个顾客群体的各种需要服务。例如案例中的显微镜公司可为大学实验室提供一系列产品，包括显微镜、示波器、本生灯、化学烧瓶，等等。公司专门为这个顾客群体服务，从而获得良好的声誉，并成为这个顾客群体所需各种新产品的销售代理商。不过，当这个顾客群体——如大学实验室，突然发现经费预算已经削减，它们就会减少从这个市场专门化公司购买仪器的数量，这也将是这一细分模式需要面临的风险。 4.完全市场覆盖 公司采用完全市场覆盖模式，就是用各种产品满足各种顾客群体的需求。只有大公司才能采用完全市场覆盖策略，例如国际商用机器公司(计算机市场)，通用汽车公司(汽车市场)和可口可乐公司(饮料市场)。大公司可用两种主要的方法，即通过无差异市场营销或差异市场营销，达到覆盖整个市场。 营销者现在不再谈论消费者的一般态度，他们甚至把他们的分析只集中于少数几个细分市场。而且，他们日益在交叉几种变量以力争确定更小的、更确定的目标群体。因此，一个银行不仅仅确认有钱的退休组，还根据他们的当前收入、财产、储蓄和对风险的态度细分他们。 市场细分的最终目的是确定企业的目标市场。目标市场是通过市场细分后，企业准备以相应的产品和服务满足其需要的一个或几个子市场。由于企业能够生产的产品是有限的，而消费者的需求是无限的，因此，企业只能在市场细分的基础上，选择部分消费者群体作为目标市场。 寻呼网公司是一家开发寻呼系统的小公司。它不能靠鼓吹特有的技术使自己有别于主要对手，如西南贝尔和太平洋电信系统。而且，该企业早已在价格上展开竞争，其价格比竞争对手约低20％，因此，寻呼网公司通过适当的市场细分来充分利用其竞争优势。 首先，寻呼网公司采用地理细分法，在俄亥俄州和它所在的得克萨斯州选择易进入的市场作为目标市场。在这两个地区，寻呼网公司的进攻性价格战略击败了当地的对于。这两个市场得到巩固后，就立刻将产品打入在地理上更分散，但具有最大增长可能性的13个细分市场中。但是，寻呼网公司的细分化战略并不以地理细分告终。 接下来一步是研究寻呼服务系统主要使用者的特征，并选择最有潜力的使用者群体作为目标市场。作为目标的最初使用者群包括：销售人员、邮递人员和服务人员。 面对成功，寻呼网公司戒骄戒躁，继续前进，争取最大可能的寻呼系统市场份额。为了达到75％的市场渗透率，寻呼网公司运用生活方式市场细分法，附加一些消费者群体为目标市场。例如，把孩子交给临时保姆照看的父母，一个人住但其家人想照看他的老年人等。 当观众接触面的扩大有利于进一步拓宽其细分市场时，寻呼网公司便开始通过凯马特、沃马特连锁店和家庭仓库商店的电子产品部门分销其产品。它给这些部门非常诱人的折扣，以换得已售出的任何寻呼系统上每月服务费的收益权。根据将增加80，000位新用户的销售预测，寻呼网公司的管理人员计算出：来自服务费的巨额潜在收益将超抵由于折扣所带来的利润损失。 企业为什么要选择目标市场？因为不是所有的子市场对本企业都有吸引力，任何企业都没有足够的人力资源和资金满足整个市场或追求过分大的目标，只有扬长避短，找到有利于发挥本企业现有的人、财、物优势的目标市场，才不至于在庞大的市场上瞎撞乱碰。 通过市场细分，有利于企业明确目标市场，通过市场营销策略的应用，满足目标市场的需要。因此，通过市场细分，确定本企业的目标市场，明确企业应为哪一类用户服务，满足他们的哪一种需求，是企业在营销活动中的一项重要策略。