The whole market of a product can be subdivided because of the different needs of consumers or users. In the BtoC market, the market is composed of consumers whose purpose is to meet daily consumption. Consumers' demand and purchase behavior have many different characteristics, and these different demand differences are the basis of BtoC market segmentation. Because there are many factors that cause the difference in consumer demand, in practice, enterprises generally use relevant standards to segment the market, rather than adopting a single standard. To sum up, there are four main criteria for BtoC market segmentation, namely, geographical factors, demographic factors, psychological factors and behavioral factors. Based on these factors, the market segmentation has produced four basic forms of market segmentation: regional segmentation, population segmentation, psychological segmentation and behavior segmentation.
1) Divide the market by geographical factors. Internet, a global network, has broken the restrictions of conventional geographical areas, but the differences in population, culture and economy between different geographical areas will exist for a long time. At present, China's regional economy is unbalanced, and the distribution of online population in the eastern coastal areas and the central and western regions is obviously unbalanced, which constitutes an important factor that enterprises need to consider in the process of network market segmentation.
Geographical segmentation refers to market segmentation according to consumers' geographical location and natural environment. For example, according to the differences of countries, regions, city size, climate, population density and topography, the whole market is divided into different market segments.
Geographical factors are the standard of market segmentation, because consumers in different geographical environments often have different needs and preferences for the same product, and they will have different reactions to the marketing strategies and measures adopted by enterprises. For example, in some coastal provinces in the south of China, some seafood products are regarded as excellent delicacies, but many consumers in the mainland feel that the taste is average. For another example, due to the difference of living environment, the demand for interior decoration products between urban residents and rural consumers is quite different.
Geographical variables are easy to identify, which is an important factor to consider in market segmentation, but the needs of consumers in the same geographical location will still be very different. For example, in some big cities in China, such as Beijing and Shanghai, the floating population exceeds one million, and these floating populations themselves constitute a big market. Obviously, this market has many different demand characteristics from the permanent population market. Therefore, simply distinguishing the market by a certain geographical feature may not truly reflect the differences and differences in consumer demand. When choosing the target market, enterprises need to consider other segmentation variables comprehensively.
2) Market segmentation by demographic factors. Market segmentation is based on demographic factors, such as age, gender, family size, family life cycle, income, occupation, education level, religion, race, nationality, etc. Consumer needs and preferences are closely related to demographic variables. For example, only high-income consumers can become regular buyers of high-end clothing, expensive cosmetics and high-end jewelry. Demographic variables are easy to measure and relevant data are relatively easy to obtain, which constitutes an important reason why enterprises often regard them as market segmentation standards. Demographic factors include the following:
A, gender, men and women have great differences in product needs and preferences, such as clothing, shoes and hats, cosmetics and other aspects of the demand is obviously different. For example, some American car manufacturers used to design cars to meet the needs of men. Now, with more and more women working and the change and improvement of social and economic status, these car manufacturers are studying market opportunities and designing cars with the characteristics of attracting female consumers.
B, age, consumers of different ages also have obvious differences in the characteristics of commodity demand. Generally speaking, children need toys, food, children's clothes and children's books; Young people need school, sports and entertainment supplies; The elderly need nutrition and health care products. Segmentation of the market by age is conducive to meeting the specific needs of consumers of all ages. Therefore, enterprises must master the age structure of online consumers, the proportion of consumers of all ages in the whole consumer group and the demand characteristics of consumers of all ages.
C, income, consumers with different incomes also have obvious differences in demand for goods. Generally speaking, low-income people are more sensitive to commodity prices, while high-income people pay more attention to the quality of commodities and the convenience of purchase. For example, high-income people and low-income people will have great differences in the choice of transportation and accommodation. For another example, at present, Chinese students account for a large proportion of the online population, but there are not many online consumption records, largely because of economic conditions. It is precisely because income is a direct and important factor that causes the difference in demand that enterprises should satisfy consumers with different payment abilities with goods of different grades and prices.
D, occupation and education, refers to the market segmentation according to consumers' different occupations, different education and the resulting demand differences. For example, teachers, staff, workers, farmers, students and other professional groups have obvious differences in the demand for goods. For another example, the differences in hobbies, lifestyles, cultural attainments and values caused by the differences in consumers' education levels will affect their purchase types, behaviors and habits, which is proved by different consumers' preferences for the varieties and colors of home improvement products.
E, family life cycle, a family, according to age, marriage and children's status, etc. , can be divided into seven stages. At different stages, there are great differences in family purchasing power and family members' interests and preferences in goods.
Single stage: young, single, almost no financial burden, the leader of new consumption concept, entertainment purchase.
Newly married stage: young couple, childless, with better economic conditions. They have strong purchasing power and a strong desire to buy durable goods and bulky goods.
Full nest stage 1: young couples with children under 6 years old, the peak period of household goods purchase. Not satisfied with the current economic situation, pay attention to saving and buy more children's products.
Full nest stage 2: Young couples, with minor children over 6 years old, have better economic conditions, tend to be rational in purchasing, are relatively less affected by marketing incentives such as advertisements, and pay attention to higher-end goods and educational investment of their children.
Full nest stage ⅲ: Older couples live with adult children who are not yet independent, have a good economic situation, and their wives and children have jobs. They pay attention to economy and buy calmness and rationality.
Empty nest stage: elderly couples, children leave home to stand on their own feet. In the early stage, the income was higher, the purchasing power reached its peak, and more elderly products were purchased, such as medical care and health care products, and the consumption expenditure on entertainment and services increased. Delayed retirement income is reduced.
Lonely stage: single elderly people live alone, and their income drops sharply. Pay special attention to the needs of emotion, attention and security.
In addition to the above aspects, demographic variables often used in market segmentation include family size, nationality, race, religion, nationality and so on. In fact, most enterprises usually use two or more demographic factors to segment the market.
3) Market segmentation according to psychological factors. Market segmentation based on social class, lifestyle, personality and other psychological factors is called psychological segmentation.
First, social class. Social stratum refers to a relatively homogeneous and persistent group in a certain 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 in different social classes will provide an important basis for market segmentation of many products.
B, lifestyle. Generally speaking, lifestyle refers to how a person lives. People pursue different lifestyles, some are fashionable, some are quiet and simple, some are adventurous, and some are stable and comfortable. Some western clothing manufacturers design different clothes for simple women, fashionable women and masculine women. Tobacco companies launch different brands of cigarettes for "challenge smokers", "easy-going smokers" and "cautious smokers", which are all lifestyle-based market segments.
C. personality. Personality refers to a person's relatively stable psychological tendency and characteristics, which will lead to a relatively consistent and sustained response to the environment. As the saying goes, "people's minds are different, and everyone's personality will be different." Usually, personality will be expressed through self-confidence, autonomy, dominance, obedience, conservatism and adaptation. Enterprises can better endow products with brand personality by subdividing the market according to personality factors, so as to adapt to the corresponding consumer personality.
4) Market segmentation through behavioral factors. According to the buyers' understanding, attitude, use and reaction to the products, buyers are divided into different groups, which is called behavioral segmentation. Many people believe that behavioral variables can more directly reflect the differences in consumer demand, thus becoming the best entry point for market segmentation. Market segmentation by behavioral factors mainly includes:
A. the timing of purchase. Consumers are divided into different groups according to their needs and the time of purchasing and using products. For example, some goods are seasonal goods (such as electric fans, air conditioners, heaters, etc. ), and some goods are holiday gifts or wedding special products, and consumers have certain regularity in purchasing time.
B. pursuing interests. Market segmentation is based on the main interests expected by consumers to buy and consume products. Consumers always buy certain products to solve certain problems and meet certain needs. However, the benefits provided by products are often not single, but various. Consumers' pursuit of these interests is sometimes concentrated, such as the pursuit of economic benefits and low prices for watches, the pursuit of durability and reliability and convenient use and maintenance, and the tendency to show social status.
C. user status. Divide the market according to whether customers use it or not. Usually can be divided into: regular buyers, first-time buyers, potential buyers, non-buyers. Large companies tend to focus on turning potential users into actual users, while smaller companies focus on maintaining existing users and trying to attract customers who use competitive products to use their own products.
D. the quantity used. Divide the market according to the number of products used by consumers. Usually can be divided into a large number of users, moderate users and light users. There may not be many users, but their consumption accounts for a large proportion of the total consumption. An American company found that 80% of American beer is consumed by 50% of customers, and the other half only accounts for 12% of the total consumption. Therefore, beer companies are more inclined to attract heavy beer drinkers, but give up light beer drinkers and take heavy beer drinkers as the target market. The company further learned that most people who drink a lot of beer are workers, aged between 25 and 50, who like to watch sports programs and watch TV for no less than 3 to 5 hours every day. Obviously, based on this information, enterprises can greatly improve their strategies in pricing and advertising communication.
E. brand loyalty. Enterprises can also segment the market according to consumers' loyalty to products. Some consumers often change brands, and some consumers focus on one brand or several brands for a long time. By understanding the brand loyalty of consumers, the behavior and psychological characteristics of brand loyalists and brand changers, we can not only provide a basis for enterprise market segmentation, but also help enterprises understand why some consumers are loyal to their own products, while others are loyal to the products of competitive enterprises, thus providing enlightenment for enterprises to choose target markets.
The preparatory stage of purchase. Consumers' understanding of various products often varies from person to person. Some consumers may really need a product, but they don't know it exists; Although some consumers already know the existence of the product, they still have doubts about the value and stability of the product; Other consumers may consider buying. According to the consumer groups at different stages of purchase, enterprises can segment the market and adopt different marketing strategies.
G. attitude. Enterprises can also segment the market according to the enthusiasm of customers for products in the market. Different consumers may have different attitudes towards the same product, for example, some hold a positive attitude, some hold a negative attitude, and some hold an indifferent attitude of neither affirming nor denying. For consumer groups with different attitudes, there should be differences in advertising and promotion.
2. The market segmentation standard of 2.BtoB
Many standards used to segment the BtoC market can also be used to segment the BtoB market. However, due to the differences in purchasing motives and behaviors between producers and consumers, besides the aforementioned BtoC market segmentation criteria, other criteria can be used to segment the BtoB market.
1) user scale. In the BtoB market, the number of big customers is small, but the purchase volume is often large at a time; There are many small and medium-sized customers, but each purchase is very small. The marketing mix scheme of an enterprise should also be different with the size of users. In network marketing, with the help of customer database, users of enterprises can be classified and managed according to the purchase amount, and different marketing strategies can be formulated.
2) End users. In BtoB market, subdividing enterprise user groups according to the end users of products means emphasizing the end use of a product in a certain industry. Different end users (or different end uses of products) have different interests in the same product. By analyzing the end users of products, enterprises can make different marketing strategies according to the different needs of different users.
3) Purchasing status of enterprises. Divide the market according to the way enterprises buy. The main ways of enterprise procurement are direct repeated procurement, repeated procurement and new task procurement. Different purchasing methods have different purchasing degrees and decision-making processes, so the whole market can be subdivided into different sub-markets.