Marketing Segmentation is a common method and also is very important when we are doing business. It's a process of dividing a total market into several relatively homogeneous groups. The similarities might be common characteristics or common desries and needs.
If we think about segmenting methods, there're quite a few ones.
1, Georaphical segmentation
Eg. region, population density, climate
2, Demographical segmentation
Eg. age, gender, famliy size, generation
3, Psychographical segmentation
Eg. activities, interests, values, attitues
4, Product-related segmentation
Eg. luxury, durability, convenience
5, Behavioralistical segmentation
Eg. usage rate, readiness to buy
Take one of the greatest PC company, Lenovo as an example.
There is no doubt that how to choose a suitable segmentation, targeting and positaion of products played a significant role in this process-- I mean why could Lenovo achieve a success.
In China, Lenovo adopted georaphical segmentation and more importantly, they conducted population density, there's whole lot of different needs. Incomes are also differenaited. These are all contribuing to forming a different consuming behaviors. Thus, Lenovo focus on four groups of people, white collar, video game players, college students and rural users. They provided relative services to meet the proper needs.
No comments:
Post a Comment