Chapter 10 Chapter 8 Better Target Market Selection

Market segmentation reveals the market segment opportunities for the company.Now, companies need to evaluate these various market segments and determine which ones are worthy target markets to enter. According to the definition of marketing mix: In the selected target market, the enterprise comprehensively considers the environment, capabilities, and competition conditions, and the factors that the enterprise itself can control, make the best combination and use, so as to complete the purpose and tasks of the enterprise.It can be seen that the selection of the target market is the premise of the marketing mix. Only by accurately selecting the target market can the marketing mix plan be effective and implemented.Therefore, the choice of the target market has decisive significance to the determination of the marketing mix plan.

The Ford Motor Company of the United States is one of the largest automobile manufacturers in the world, the largest industrial monopoly organization in the United States and a super multinational company in the world.Ford has become a world-leading consumer-oriented company. It has always adhered to the value innovation concept of "manufacturing commercial vehicles at low cost", continuously improved the core competitiveness of the enterprise, and created brilliant achievements for a century.In the initial production and operation process, in the process of selecting the type of car, the company's decision-makers first consider the social conventions.At that time, the traditional practice of the automobile industry was without exception aimed at the relatively wealthy class. Therefore, the new car promoted by Ford in 1906 was also such a "luxury" product. reach.At the same time, they raised prices from $1,000 for the cheapest car to $2,000 for the most expensive.The change had disastrous consequences, with sales plummeting and profits only $100,000, a third of what they had been in the previous year.

At the beginning of 1908, Ford made an epoch-making decision. The company announced that it would be committed to production standardization and only manufacture a relatively low-cost single variety, that is, to produce vehicles with uniform specifications, low prices, and acceptable to the public, and sell them for $850 each.The result was Ford's coveted product, the Model T, which would enable his company to conquer the market.This is the world's first car belonging to ordinary people produced by Ford, which opened the prelude to the world's automobile industry revolution. The Model T was widely welcomed as soon as it was put into production, and it became the top of all kinds of cars at that time. This was because farmers needed this kind of car and ordinary people could afford it.Since then, cars representing status and wealth have entered "ordinary people's homes".Its mechanical principle is extremely simple, and any layman will quickly grasp it.Compared with other types of cars at the time, the Model T car had the advantages of durability, compact construction, lightness and convenience.This kind of vehicle has a relatively high chassis and has the excellent performance of being able to pass through sand, humus and mud.

It took only one year for the Model T to become the best-selling car and become the number one profitable product.It sold 110,000 vehicles for the year, outpacing other automakers in terms of sales and profits. Ford's wrong choice of the target market resulted in the failure of the marketing plan. At the same time, it was Ford's timely correction of the target market selection that saved itself in the market.The target market we often say generally includes three elements: target region, target group, and target demand.In the marketing of an enterprise, the selection of the target market is an essential and crucial step in the initial stage.Because it is related to the direction of the entire marketing strategy of the enterprise, the marketing strategy of the enterprise must adapt to the geographical environment and cultural environment of the target market, and must cater to the habits and hobbies of the target consumer group to meet their specific needs.In order to effectively implement the marketing mix, companies generally select the target market according to the following criteria:

1.A market with a certain scale and development potential.When a company enters a certain market, it expects to be profitable. If the market is small or tends to shrink, it will be difficult for the company to develop after entering. 2.Segmentation structure should be attractive.Some market segments may have better size and development characteristics, but it may not be attractive from a profit point of view.For example, if there are many powerful or highly competitive competitors in a market segment, it will lose its attractiveness. 3.To be able to meet business goals and capabilities.Although some market segments are more attractive, they may not promote the realization of the development goals of the enterprise, or even disperse the energy of the enterprise. Only those markets that the enterprise has the conditions to enter and can give full play to its resource advantages are selected as the target market. In order to successfully implement its marketing mix plan.

The marketer cannot create market segments; the marketer's job is to identify the market segments and determine which submarkets to target. After systematic research and scientific subdivision of the market, marketers can locate and select the target market on the basis of market subdivision.The determination of the target market means the determination of the marketing object, and it also means that it has a direct impact on the marketing strategy planning.Therefore, when we select the target market, we need to comprehensively consider many aspects. When the Japanese Sovalei Clothing Company was established in 1954, it was determined to occupy a place in the women's fashion clothing market. For more than 40 years, it has always selected specific target markets around the company's long-term development goals.

In the early days of the company's establishment, it was only a sewing group composed of a few people, who cut and sewed popular French women's clothing according to the characteristics of Japanese women's clothing imitating European and American styles. In the early 1960s, Japanese women set off a suit craze, and it specialized in contracting and customizing women's suits. It developed from a sewing group into a small garment factory, and began to gain a foothold in society.Since then, it is no longer limited to following other companies and catching up with "trends", but has begun to understand women's fashion demand psychology and women's clothing market conditions, and choose the best target market in the target market series-the black dress market.Because it understands that with the improvement of people's living standards, women want to have a black dress instead of traditional Japanese kimono for weddings and funerals.So Sauvale clothing company started the production of black dresses in the field where large enterprises have not yet operated. In 10 years, the annual turnover has doubled continuously.

When it noticed that the black dress market in big cities tended to be saturated, it would rather sacrifice immediate interests and change its product direction. Since the 1980s, women's fashionable clothing and decorations have been produced, and the proportion has been expanded year by year. The success of Sovale Clothing Company is inseparable from its continuous adjustment of its target market and marketing strategy according to market changes. From the success of Sovale Clothing Company, we can also conclude that the choice of target market needs to be considered factor: Consider the resources and capabilities of the business as a starting point.If the enterprise has strong strength, abundant resources, and more high-quality production technicians and management personnel, of course, it can choose a larger market as its service object.On the contrary, if the enterprise has limited resources and insufficient manpower, material and financial resources, it needs to concentrate on using the limited resources, and don't try to "lion's big mouth" to swallow an oversized market.

At the beginning of the establishment of Sovale Garment Company, there were only a few people in the sewing team, and the productivity was insufficient, so it carried out simple imitation of European and American tailoring. As the sewing team developed into a small garment factory, and then Daxing Garment Company, Sovale Walei Garment Co., Ltd. always adjusts its target market based on the reality of its own scale and productivity. According to product characteristics, adjust the target market.Most primary products, such as rice, wheat, salt, steel, coal, etc., have little difference between products, and the variability is small, and customers generally do not pay much attention to or do not distinguish between these products. Market competition mainly reflects In terms of price and service.And many processed and manufactured products, such as automobiles, home appliances, clothing, etc., not only can develop different performances, styles, designs and colors of the products themselves, which have great differences, but also the needs of customers for these products are also diverse and selective. .Therefore, enterprises that produce and operate such products should pay more attention to differences.Sovale Clothing Company, which is engaged in the clothing industry, has done this very well, keeping up with the fashion trend of women's clothing and constantly adjusting its products.

The lifecycle stage the product is in.New products in the introduction stage or growth stage have fewer competitors and a relatively single variety, and they attract potential customers mainly through price advantages or product novelty.After the product enters the mature stage, the number of similar companies increases and the market competition intensifies, so it has to implement a differentiated market strategy to open up new markets and stimulate new demand; or adopt an intensive market strategy to try to maintain the original market and extend the product life cycle.Sovale Clothing Company has extended its life cycle very well and kept its turnover rising.

In addition, product supply and demand trends, strategies adopted by competitors, etc. are all factors that companies have to consider when choosing a target market.Generally speaking, when an enterprise chooses a target market strategy, it should comprehensively consider the above-mentioned factors and weigh the pros and cons before making a decision.The target market strategy should be relatively stable, but this does not mean that the target market strategy cannot be changed once it is established. When the internal and external conditions of the enterprise change significantly, the target market strategy also needs to be adjusted and transformed. Some companies now realize that they cannot, or at least cannot, appeal to all buyers in the market in the same way.Because there are too many buyers, too scattered, and their needs and buying habits are also different.In addition, businesses themselves vary widely in their ability to satisfy different market segments.Therefore, each business must find the segment of the market that it can best satisfy and which is the most profitable. It is difficult for a company's products to meet all the needs of the market, and each company has its own advantages and products. It is difficult for an enterprise without core competitiveness to survive in the market for a long time.Coupled with the limitations of scale and resources, enterprises must choose favorable target markets.The pursuit of profit is the essence of an enterprise, and the market that can bring the greatest profit to the enterprise should naturally be selected by the enterprise as the target market. In 1889, Henry David Lee established HDLEE. Mercantile Company in Kansas City, USA, to produce and sell jeans.After more than a century of development, LEE brand denim clothing has now become one of the three classics of American denim clothing.In the process of establishing American cowboy culture, LEE has come a long way.From different stages of development, LEE can always maintain a consistent attitude of both practicality and fashion. After the Second World War, with the success of its wild west jeans image, LEE extended the market to the eastern part of the United States and gradually went to the whole country. The western image created by LEE is not only a fashion, but also plays a leading role in the whole denim clothing market. LEE has always aimed at the target market of the "baby peak" consumer group that accounts for a large proportion of the population, thus successfully expanding the market share of the brand.In the 1960s and 1970s, LEE brand jeans targeted young people aged 15-24.Because people in this age group are precisely those born during the "baby boom" and make up a sizable proportion of the overall population. However, by the early 1980s, the young generation of the former "baby boom" had entered the middle-aged stage.The population of the new generation of young people is much smaller than that of the old ones.In order to increase the market share, at the end of the 1980s, LEE brand jeans aimed at the consumer group in the age group of 25-44, which is still the "baby peak" generation.In order to adapt to this change in the target market, manufacturers only slightly improved the original products to make them just suitable for the body shape of young and middle-aged consumers.As a result, in the early nineties, the share of the brand's jeans in the young and middle-aged market rose by 20%, and sales increased by 17%. A market with potential is also a market that can bring considerable profits to the company. LEE has also achieved great success by capturing the "baby peak" market with great potential.Selecting the target market first needs to segment the market, describe the segment market, then analyze the attractiveness of each segment market, evaluate and select, and finally carry out market positioning according to the characteristics of the segment market and the company's own conditions, so as to Develop a detailed marketing mix strategy for the product.These are the three main steps of target marketing. Of course, when choosing a market segment, the market that can bring high profits is very attractive to the company. Even if you choose some potential markets that are not currently profitable enough, this does not violate the nature of the company's profit-seeking behavior.Smart companies focus on long-term high returns, and those potential markets often mean that they will bring huge returns to the company in the future, so they will naturally become their new favorites.In reality, high-profit markets are often not waiting for you to enter, but need you to create and discover. A market segment with many strong competitors is less attractive.Many actual or potential product substitutes limit prices and the margins that can be earned in a segment. A business will evaluate the attractiveness of a market segment as one of the factors it chooses to enter.Therefore, enterprises must master those factors that can affect the long-term attractiveness of market segments, among which the degree of competition in market segments is a very important basis.The fierce market competition not only means that there are many profit sharers, but also implies that the implementation of marketing strategies is very difficult.Intense competition often brings higher marketing costs, and the risk of investment in marketing will be higher.Competitors will use all means to weaken the marketing effect of the other party to enhance their own market share.Especially when there are many strong competitors in the market, this will greatly reduce the attractiveness of the market segment.Therefore, companies like those markets that competitors have not yet satisfied. Honda Motor Company (Honda) started in 1948 with the production of bicycle power-assisted engines, and has always used "dreams" as the driving force to continuously provide individuals and society with a wider range of mobile culture in the form of "commodities".On June 11, 1959, American HONDA Motor Co. was established in Los Angeles, California. Today, this Japanese car factory from the west coast of the Pacific Ocean has expanded for half a year in the United States on the east coast of the Pacific Ocean. century.American Honda set many important records during this period. Since 1959, Honda has pioneered the Honda SuperCub light motorcycle that came out in 1958. It has a 50cc low displacement and excellent fuel economy.The cheap, high-durability Honda 50 light motorcycle (Honda SuperCub) successfully entered the American family market, and also laid the foundation for Honda's follow-up brand reputation in the American market. In terms of automobiles, Honda has successfully selected its own target market by following the principle of "choosing a market that competitors have not yet satisfied" when marketing its vehicles to American consumers.Compared with high-end cars such as "Mercedes-Benz", "Audi" and "Regal", Honda's cars are not only lower in price, but also have higher technology, which is enough to compete for food from competitors.However, Honda didn't do that.According to Honda's prediction, in the late 1980s and early 1990s, with the increase of two-person households, young consumers will have more and more discretionary income, and more and more young people will enter the luxury car market.Instead of competing with several companies for a market that has been divided up, that is, a part of the middle-aged and elderly consumers who have long been rich and own high-end cars, it is better to open up a market that has not been valued by competitors and can therefore be completely their own. And the young and middle-aged consumer market that will get rich.It is this kind of wise strategic decision that has established Honda's position among young and middle-aged consumers in the United States, and has been enthusiastically sought after by them. It is precisely because Honda has discovered and opened up the youth car consumption market that it has easily won this market that was "leaved" by its competitors.Where there is a market, there is competition, but there are always unsatisfied markets where there is less competition.Market competition is actually the competition between sellers in order to find buyers who have consumption needs and the ability to pay in money.As a seller, the main object of its competition is other companies that operate similar products of the company, and its purpose is to compete with the peers for buyers and attract buyers to buy the products of the company. Fierce market competition is very reluctant for companies to face. Even a competitive company like Honda is unwilling to spend too much energy on a market with many competitors.Competition makes the capabilities of enterprises check each other, and fierce competition means that the profit share will be seized by many opponents, so that the per capita will not take much advantage.Especially for a start-up company, or a company that decides to enter a new market, the threat from competitors is a huge challenge, or even a hidden danger. Therefore, they often choose to quit, and prefer to find those who are not competitive. satisfying market. As long as the marketer understands the customer's needs well, then the customer will willingly pay the price. Ferrari's car prices are high because customers in the middle of the market feel that no other manufacturer offers a product-service like it. combination. Whether an enterprise's positioning can be successful depends on whether consumers support it or not.The target consumers identified by the company are those most likely to respond positively to the benefits offered by the brand.If the target market you choose is large, but consumers in this market are not interested in your brand, you will still not be able to make a profit. In the mid-1970s, the German "BMW" brand car aimed at the high-end car market at that time in the US market.However, after an in-depth investigation of the US market, BMW found that this market segment has no interest in the high performance of "BMW".Consumers in the American market not only disliked it, but even laughed at "BMW", saying that "BMW" has neither automatic windows nor leather seat covers, just like a big box. Based on an in-depth analysis and investigation of consumer preferences, BMW decided to target the youth market with higher income, full of vitality, and emphasis on driving experience.Consumers in the youth market are more concerned about the performance of cars and prefer cars that can reflect the personality and values ​​different from their parents. BMW decided to win the approval of this part of consumers.BMW highlighted the superb performance of the car in its publicity, and it was well received.By 1978, although the sales volume of the car had not caught up with "Mercedes", it had reached more than 30,000. In 1986, it was close to 100,000. In the late 1980s and early 1990s, the U.S. economy began to go into depression. The original target consumers had matured and no longer needed to express themselves by purchasing high-priced products. In addition, Japanese luxury cars entered the U.S. with their "high quality and low price" advantages. In the market, "BMW" is facing new challenges.The survey found that consumers like "BMW" because it can give people a different feeling, that is, "people" drive cars rather than "cars" drive people. "BMW" driving brings people a safe and confident experience, because they can not only feel and control the car, but also get feedback on how to improve their driving skills.Therefore, the manufacturer targets the following three types of people in the target market: consumers who believe that high-tech drivers should drive good cars; .Under such positioning, in 1992, despite the depression of the entire American auto market, the sales volume of "BMW" increased by 27% compared with 1991. The success of BMW lies in its ability to investigate and analyze changes in consumer preferences, continuously adjust its target market according to consumer preferences, and seek consumer recognition. Naturally, it can remain invincible.Accurate product positioning is the key to winning the market. In terms of product positioning, enterprises must understand the consumption goals pursued by consumers with different spending powers, and choose a market that they can reach the recognition of consumers for positioning. The consumer's recognition of the company's products is actually the recognition of the brand.Therefore, enterprises must rely on the brand to obtain consumer support.In a sense, the brand of an enterprise and the identity of consumers promote and influence each other.Brand culture should be found from the consumer groups in the target market and obtained by fully examining their mentality and behavior.Conversely, consumer recognition can further enhance the brand's influence and competitiveness. Consumers who have a sense of identity with the brand can easily become our loyal consumers. How to obtain the recognition of consumers generally needs to work hard from the following aspects: 1. Carry out extensive experiential activities.After choosing a market that consumers agree with, it is necessary to attract consumers to participate in the experience continuously, so as to judge whether the selected target market is correct, and help to continuously improve our marketing strategy. Second, benefit consumers.Giving consumers more benefits is an important magic weapon to gain consumer recognition.Allowing consumers to buy high-quality and low-cost products at a more reasonable price is the only way to attract consumers' recognition. Third, strengthen information exchange and consumer communication.In order to obtain the recognition of consumers, enterprises need to strengthen communication and exchanges with consumers, establish long-term friendly relationships with customers, and cultivate loyal customers in order to obtain long-term profits. After evaluating the market segments, the company has to decide which market segments to choose, which is the selection of the target market.The target market is the set of buyers with a common need or characteristic that a business decides to enter. Kotler believes that companies can choose one of three market coverage strategies: undifferentiated marketing, differentiated marketing, and concentrated marketing.So, what kind of enterprise is suitable for the non-differentiation marketing strategy, and what should be paid attention to when adopting this marketing strategy? Since its inception in 1886, the Coca-Cola Company of the United States has been adopting an indiscriminate marketing strategy.For quite a long period of time, Coca-Cola Company only produced one kind of taste, one size and shape of bottled Coca-Cola because of its worldwide patents, and there was only one kind of advertising words.Coca-Cola relies on a completely indifferent market strategy to meet the needs of 156 countries and regions in the world with one kind of cola, called "world's refreshing drink", with assets of 7.4 billion US dollars. Due to competition from beverages such as Pepsi, Coca-Cola announced its decision to change the formula in April 1985. Unexpectedly, there was an uproar in the U.S. market. Many calls to the company expressed dissatisfaction and opposition to the company’s change of Coca-Cola’s formula. Production of Coca-Cola in traditional recipe. The Coca-Cola Company is undoubtedly a successful example of adopting an indiscriminate marketing strategy.By shaping the unique style of the product's internal quality and external shape, it has been recognized by most consumers, thereby maintaining relative stability. Generally speaking, adopting the non-differentiation strategy of the target market means that after the market segmentation, the enterprise does not consider the characteristics of each sub-market, but only pays attention to the commonality of the sub-markets, decides to launch only a single product, and uses a single marketing mix. Strive to meet the needs of as many customers as possible to a certain extent.The advantages of implementing an indifferent marketing strategy are: 1.It is more effectively applicable to a wide range of varieties and specifications, simple styles and mass-produced and mass-distributed products that can be standardized.Therefore, it can often establish a tall and indestructible image of a "super product" in the minds of consumers or users by virtue of its extensive distribution channels and large-scale advertising.Coca-Cola has, of course, become the poster child for this. 2.It can greatly reduce costs, which is the biggest advantage of the indifferent marketing strategy.First, standardization and mass production can reduce production costs, storage costs, and transportation costs.Second, promotional activities such as advertising without differential marketing can reduce promotional costs.Finally, it reduces marketing research and product management costs by eliminating the need to conduct marketing research and planning for each submarket.This strategy can give full play to the role of the experience curve, that is, when the product production volume and sales volume increase exponentially, its cost can be reduced by 20% to 30%. 3.It's simple and easy to manage.A single marketing mix is ​​convenient for the enterprise to plan, organize, implement and supervise management activities in a unified manner, reducing the complexity of management and making it easy to operate. Of course, undifferentiated marketing is also a double-edged sword.While having the above advantages, this strategy also has inevitable limitations.First of all, consumer needs are objectively diverse and constantly changing, and it is very rare for a product to be accepted by all consumers and users for a long time.Secondly, when many companies follow suit and adopt this strategy, the market competition will be extremely fierce, and at the same time, the needs of consumers in some small market segments will not be met, which is not good for both companies and consumers.Finally, vulnerable to attack by competing businesses.In addition, when other companies provide more distinctive products and services for different market segments, companies adopting an undifferentiated strategy may find that their market is being encroached but cannot effectively fight back. When an enterprise chooses an indifferent market strategy, it needs to weigh the pros and cons, and choose carefully based on the actual situation of the enterprise. Differentiated marketing typically generates higher sales than undifferentiated marketing.It is easy to show that selling a variety of products through multiple channels increases overall sales. We already know that although indifferent marketing has various operational conveniences and cost controllability, its suitable markets are very limited.Especially in the increasingly fierce competition in the global market, more and more companies adopting non-differentiation marketing strategies are also forced to change their course and turn to differentiated marketing strategies.Even the Coca-Cola Company, which is regarded as a model of non-differentiated marketing, has to change its original strategy in the face of the strong offensive of Pepsi, Hedy and other companies. On the one hand, it enters the non-cola beverage market; Many types of New Coke. Differentiated marketing aims at different market segments, designs different service products, formulates different marketing strategies, and satisfies different consumer demands.For example, the market of a certain bicycle is divided into the rural market, the urban male youth market, and the urban female youth market. The famous "crocodile shirt" in Hong Kong is famous for its wide variety of designs and colors, novel and high-quality fabrics and exquisite workmanship. Find a piece of clothing that you like the most. Crocodile Shirt Clothing Co., Ltd. conducts in-depth investigation and analysis of consumers, and produces different clothing for different consumers to meet the needs of different groups of people. Every time they produce a piece of clothing, they know that the clothing is produced for the person who needs it. For example, the "crocodile shirt" men's clothing includes three series of casual clothing, golf, and work clothing, which are quite targeted. The colors of casual clothes are bright, and it has the traditional style of crocodile shirts without losing its active side. Therefore, it is mostly worn by young people. Its fabrics are comfortable and natural, and it feels loose and comfortable. It is a must for traveling; Including cotton underwear, shirts, T-shirts, socks, sweaters, casual suits, casual pants, jackets, etc. The Golf system, marked by precious lines and a lozenge or "golfing" motif, is crafted from materials that are natural and comfortable to wear.Because playing golf is an elegant sport, the style of this type of clothing is also positioned as: noble and elegant.The types of goods include T-shirts, jackets, sweaters, golf pants and so on. Work clothes are tailor-made for senior executives. The work clothes are exquisitely handcrafted, well-cut and stylishly designed in line with the work style of senior executives, showing traditional, elegant and comfortable clothing positioning.The types of goods include jackets, windbreakers, coats, leather jackets, fur coats, down jackets, underwear, etc. In addition, crocodile clothing also has women's T-shirts for "white-collar beauties", "crocodile babies" children's clothing for different age groups, and various leather accessories such as bags, wallets, belts, tie clips, corsages, pens, watches, etc. . The main reason why the crocodile shirt is popular is that it has adopted an effective differentiated target market strategy, so that every consumer can find one of these clothes that he likes, and say from the bottom of his heart: "This one is specially designed for you." Made for me.” More and more companies have begun to adopt differentiated marketing strategies. Differentiated marketing can serve different sub-markets through different marketing combinations, better meet the needs of different customer groups, and have The product categories that are beneficial to the enterprise can give full play to their advantages in several sub-markets at the same time, enhance consumers' trust in the enterprise, increase the repeat purchase rate, and thus win more loyal consumers of the brand.In addition, differentiated marketing has a positive effect on the diversification of market operation risks and channel management of enterprises, which is naturally conducive to expanding the total sales of enterprises. The practice of crocodile shirts reminds every marketing practitioner that every product produced by a company should know who its target customers are.However, marketing scholars also remind us that when using differentiated marketing strategies, the diversification of marketing mix strategies may affect the actual implementation efficiency of various marketing mix strategies. Therefore, differentiated marketing strategies are suitable for some large enterprises with strong strength. Through intensive marketing, a company can better understand the needs of the market segment and establish a solid market position in the market segment.In addition, the company has also obtained many economic benefits through the specialized division of labor in production, sales and promotion. There are many factors to consider when a company chooses a target market strategy.When Kotler talked about the choice of market strategy, he also reminded the marketers that the choice of strategy mainly depends on the enterprise resources, the degree of product differentiation, the stage of the product life cycle, the degree of market differentiation and the marketing of competitors. strategic factors.In addition to the above-mentioned indifferent market strategy and differentiated market strategy, enterprises can also consider implementing a centralized market strategy. Japan Nisic Company was originally a small factory producing various rubber products such as raincoats, diapers, swimming caps, and sanitary belts. Due to the sluggish market and insufficient orders, the company was struggling to survive and was facing bankruptcy. Facing the unoptimistic market situation, Hiroshi Dogawa, the general manager of Nisic, was also very anxious.However, by chance, Hiroshi Tagawa discovered from a census form that about 2.5 million babies are born in Japan every year.This ordinary survey data gave Hiroshi Dogawa great inspiration.Just imagine, if each baby uses two diapers, it needs 5 million diapers a year.If Nisic can establish a market share in the diaper market and obtain a higher share, then why worry about insufficient orders? Therefore, Nisic decided decisively to abandon products other than diapers and implement specialized production of diapers.After the first hit, it continued to develop new materials and new varieties, not only monopolizing the Japanese diaper market, but also exported to more than 70 countries and regions in the world, becoming the world-famous "diaper king". Enterprises adopting a centralized market strategy generally focus on launching one or a few types of products, and adopt one or a few types of marketing combination methods to satisfy one or several markets.When a company adopts a centralized market strategy, it mainly focuses on the differences in consumer needs, but the company's focus is only on one or a few market segments. The adoption of a centralized marketing strategy is conducive to the enterprise to give full play to its strengths, concentrate its strength to serve a certain market, and enhance its competitiveness; at the same time, the implementation of professional marketing can also greatly save marketing costs and relatively increase market share.Of course, the disadvantage is that the market risk is high. The biggest problem encountered in the implementation of the centralized marketing strategy is the great potential risks.Because this strategy concentrates the hope of survival and development of the enterprise on one or a few specific markets, once the situation of this target market changes badly, such as sudden changes in customer needs and preferences or the emergence of larger and more powerful competitors, it will be possible The enterprise is in a predicament with no room for maneuver, and may even face the danger of annihilation. Therefore, this strategy is suitable for some small enterprises with limited resources and weak strength, and it is impossible to split up and compete with large enterprises.For some large enterprises, this strategy can also be adopted when they first enter a certain market.Enterprises adopting a centralized market strategy must pay close attention to changes in the target market in order to make countermeasures and reduce business risks. Interstitial marketing strategy refers to a strategy of segmenting the market into finer and more mixed areas than the segmentation of differentiation marketing strategy. The interstitial marketing strategy took the market segmentation of the 1960s a step further.In fact, it is, by definition, a fine-grained subdivision process.Just as some consumers prefer a toothpaste for its ability to whiten teeth rather than for its ability to prevent dental caries, consumers of different industrial and commercial products have different needs for the same type of product. Employing an interstitial marketing strategy enables a business to offer a product (or product line) to buyers with specific requirements and preferences.空隙营销策略是一种战略性的营销方法，正在获得商业和工业产品与服务的营销人员的青睐。 由于缺乏施乐公司的经验和现金流量，日本的理光和佳能实施了空隙营销策略，进军小型办公室或家庭办公室复印机市场，因为施乐没有提供任何此类产品。理光和佳能公司认为，这一空隙是施乐的“阿喀琉斯之踵”。如果家庭办公室的人需要复印，他们只能选择去PIP或Kinkos，而这既花时间又费金钱。 施乐公司是产业中的第一号企业，其营业收入流来自于大型公司、大学以及图书馆的大型复印机。施乐要么是没有觉察到小型办公室市场，要么愿意忽略其存在。 无论原因是什么，施乐留给了竞争对手一个成长中的市场空隙。日本企业在发现这一市场空隙之后，立即带着便宜的机器猛扑向它。 在成功地运用空隙营销策略侵入复印机市场之后，日本企业又开始侵入传真机市场。其适宜的低价传真机销售很好，价格低于美国和欧洲大型机的时价。夏普、佳能、兄弟和理光等企业通过制造家庭付得起的用于小本生意和办公室小型传真机发了财，这一侵入在美国刺激了传真机的普及使用。 为了适应这两个市场空隙，日本企业排除了定价更高的某些大机器。随着越来越多的公司获得了传真机的生产能力，市场迅速地发展起来了。更多的传真机意味着更多的使用以及由此产生的更多的传真机销售额。传真机市场也因此膨胀，以至于经销商都不能保证传真机有存货，客户在没有看到机器之前就订货。 一旦在小型传真机市场建立了牢固的市场地位，在现金流转声誉和生产优质机器方面有了保证，日本企业就开始把低定价的传真机作为侵入高价的市场的一个楔子。日本企业看到了打开它们的竞争者侧面市场的机会，它们以大型、改进了的传真机开拓这一市场，并企图通过进入大型、昂贵的传真机市场进行正面攻击，征服它们的竞争者。这种大型的、改进了的日本传真机可以发送多页文件，而且价格比较便宜，借助输纸器和更多的存储器芯片，这些传真机可以储存电话号码并通过命令自动拨号。 此外，佳能和理光公司开发了更高定价的传真机，它们通过数字网络而不是电话线传输信息。日本传真机在美国市场上的大流行使联邦快递一夜之间失去了30%的信件递送生意，而联邦快递恰恰是最初倡导使用商务传真观念的公司之一。 有创造性的营销人员可以找出消费者在组合营销的各种元素中可能偏爱的许多变量。不少营销人员已经意识到，试图要满足所有的营销变量既无用处，也会因成本太高而被废止。因此，他们在目标市场上观察现有和潜在的用户以确定是否有新的组合营销的需要或者问题正在出现；市场是否可以被细分成需要企业能够有效提供产品或服务并从中获得利益的独特的空隙。 例如，在工业和商业照明领域，一些消费者会更关心产品的耐用性能，而其他人则更强调能源效率(长期开支)，还有一些人在它们购买兴趣中把重点放在低价格(获得成本)上，而不仅仅注重产品本身。对某些消费者来说，销售者交货的信誉、服务支持以及总体形象，可能要比产品的物理特性或价格更重要。因此，营销人员所面临的任务，是识别出哪些公司能够进入最佳竞争状态的空隙，然后推出产品，展开能够参与竞争的营销战略。 大多数营销人员已经懂得了空隙营销策略的价值，并已经开始采用空隙营销策略。市场空隙是由有特殊需求的最终用户(管理顾客对破产案例的需求)、规模(仅仅迎合小型客户)、地点(仅仅在某些区域或城市销售)、产品(仅仅生产半导体)，以及专门渠道(购买大豆给零售加工者)等构成。在缺乏竞争、高价以及客户乐意花额外时间的情况下，如果卖方提供优质服务、优质产品以及强调增值的产品系列，空隙营销利润可以提高。换言之，卖方不得不给客户较之预期更多的东西。某些市场营销人员是偶尔发现它们的空隙，但更多的人是专门发现它们的空隙，并根据偏好停留在该空隙。