Main segmentation variables of enterprise market:
Demographic variables: (Demography)
1,? Industry: What industries do you serve? (Telecom industry takes the lead and gradually expands to consumer industry)
2,? Company size: serving large enterprises or small enterprises? (Huawei countryside surrounds the city)
3,? Location: Which geographical areas do you serve? (First at home, then abroad, first in Africa, then in Europe)
Business variable: (frequency? )
1,? Technology: What technologies should customers pay attention to? (Function, performance)
2,? User or non-user status: light user or heavy user? (technology life cycle? )
3,? Customer ability: serve those who need a lot of services or a small amount of services (instruments and equipment are heavy users for enterprises and light users for colleges and universities)
Mode of purchase: (from purchase motivation, customer relationship, customer organization, evaluation criteria, etc.)
1,? Purchasing function organization: Serving the purchasing department or decentralized organization?
2,? Power organization: Should it serve engineering, financial or other companies?
3,? The essence of existing business contact: whether to serve related households or non-related households.
4,? Overall purchasing policy: service leasing organization or system purchasing organization?
5,? Purchasing standard: Does the service focus on quality, service or price?
Environmental factors:
1,? Urgency: customers who need to provide services quickly or are not sensitive to speed? (JD.COM and Taobao)
2,? Specific application: Is the customer specific or widely used?
3,? Order size: large order or small order (Alibaba and Taobao)
Personal characteristics:
1,? Similarity between buyers and sellers: enterprises with similar values?
2,? Attitude towards risk: risk-averse and risk-averse customers? (Capital preservation fund or index fund? )
3,? Loyalty: Serving loyal customers or non-loyal customers (what kind of package has China Mobile launched for how many years)
Describe the dimensions of market segmentation in one sentence: there are various dimensions. As long as there are slight differences in market transactions, organizational behavior and customer needs, it may constitute different dimensions of market segmentation. It is not the purpose of market segmentation, but more importantly, it is to identify and find the target market that is conducive to product and service planning and resource focus.
We can consider using a 5W2H model to scan the market. What to buy? Why buy it? When do you buy it? What is the frequency? What channel to buy? Who buys (demographic characteristics, decision-making organization, etc.). )? How to buy? How much is it? These latitudes are further customized according to industry characteristics.
Second, the steps of market segmentation process (that is, MM, market management process):
1,? Demand-based segmentation;
2,? Identification of market segments: distinctive and easy to identify (operable);
3,? Attraction of market segments:
4,? Profitability of market segments;
5,? Market segment positioning: according to the unique customer needs and characteristics of each market segment, we will create a "value proposition" and a product price positioning strategy (that is, the core demand of the target market segment, I am most concerned about safety, and I am most concerned about appearance, which is my value proposition! I'll buy whoever is satisfied! )
6,? "Final test" of market segments: Create a shot script of market segments to test the attractiveness of each market segment positioning strategy.
7,? Marketing mix strategy: Expand market positioning strategy to include all aspects of marketing mix: product, price, promotion and location (i.e. 7P or 7C).
Third, effective market segmentation criteria:
In order to effectively segment the market, we must perform well on five important criteria:
1,? mensurable
2,? Big enough, only big enough is worth making corresponding marketing plans and investing capital;
3,? Accessibility;
4,? Distinguishable;
5,? Operable;
Can you enter a market segment? Can I come in? There are five aspects to consider, namely Michael Porter's five-force model:
1,? Fierce competition in market segments;
2,? The threat of new entrants
3,? The threat of substitute products
4,? The threat of increased bargaining power of buyers
5,? The threat of suppliers' bargaining power
(So the previous understanding is wrong, not the industry, but more about the choice of market segments. How to evaluate the competitive position of market segments needs to consider the problem from five forces, otherwise we will not eat when we go in. It should be based on the current situation and the future ability improvement strategy, so the possibility of entering the market segment can be evaluated from the above five dimensions. )
Fourth, the combination analysis of market segments
1,? Covering the whole market: for example, Microsoft, Coca-Cola, etc. Through undifferentiated marketing (for example, a series of Apple mobile phones is undifferentiated in the global market, ignoring the differentiation of market demand. Another example is Hunter Ford's black Model T car, which can reduce the cost, but with the market segmentation, this marketing strategy will eventually turn to differentiated marketing, which covers the whole market.
2,? Multiple market segments: that is, the combination of multiple market segments in MM. For example, Huawei mobile phones are divided into Huawei brand mobile phones and glory online and offline, and Huawei is divided into Mate and P series.
3,? Focus on a single market segment: such as high-end brands of automobile companies, focus on high-end customers, Porsche focus on sports cars, and Phaeton focus on high-end cars. DS focuses on high-end fashion.
4,? Individuals as market segments (customization):-Mass customization, that is, providing one-to-one service to each customer and treating each customer as an extreme market segment. Personalized design of products, services, activities and communication based on public demand. For example, mini cooper can customize the configuration used by consumers online. Including bicycles, drinks, etc. Taobao sells goods as well. Application of equal long tail theory of multi-variety and small batch. (It doesn't matter mass market VS customization, that's right! ! Is to grasp the difference between head and tail, different profit models! ! How to effectively combine the two? Platform strategy is a quick, good and economical way to solve the long tail)
5,? Especially in the internet age: the 28 th law has been broken, and the sales of head customers and tail customers can reach 50/50. The premise of the long tail is:
1), the distribution cost is low, and there is no need to predict the demand when selling products;
2) The more supply, the more likely it is to tap the potential demand of a niche market preference;
3) If enough niche market preferences are accumulated, a big new market will emerge.