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Significance and Function of Network Marketing Market Segmentation

Source: Shangpin China | Type: website encyclopedia | Time: 2015-06-13
In the 1950s, Wendell Smith, a famous American marketing scientist, put forward the concept of market segmentation. The theory of market segmentation based on the theory of "multiple heterogeneity" of the market is enterprise Website production The selection of target markets provides the basis.
Significance and Function of Network Marketing Market Segmentation

1、 Concept of network marketing market segmentation

Network marketing market segmentation refers to that enterprises divide the network marketing market into different types of consumer groups according to the difference of online consumers' purchase desire, purchase motivation and habits and interests on the basis of investigation and research, and each consumer group constitutes a segment market of enterprises. Network marketing market segmentation is a very important strategic step for enterprises to carry out network marketing. It is the basis and premise for enterprises to select network target markets. According to their own conditions, enterprises can choose an appropriate market segment as the target market, and draw up the best network marketing plans and strategies.

2、 Significance of network marketing market segmentation

Network marketing market segmentation can provide a basis for enterprises to understand the network market, study the network market, and select the network target market. For example, one of the important reasons for the failure of 8848 e-commerce website is that it does not carry out effective market segmentation, providing services for almost all products, from daily commodities, communication products to a wide range of network services. Specifically, online marketing market segmentation has the following functions:

1. It is beneficial for enterprises to explore and develop new markets and improve their competitiveness

The unmet needs of online consumers are often potential for enterprises and are generally difficult to find. New marketing opportunities can be found through market segmentation. On the basis of the segmentation of the network marketing market, it is beneficial for enterprises to analyze the network market, understand the different needs of customers in the network market, and explore new market opportunities and develop new markets according to the comprehensive analysis of the potential purchase quantity, competition status and the strength of the enterprise in each market segment. The number of netizens has soared, and the levels are uneven. Only through market segmentation can marketing website construction enterprises find their own advantages, can they explore new markets and cultivate new economic growth points for enterprises.

2. It is conducive to formulating and adjusting the marketing mix strategy, and enhancing the enterprise's adaptability

Network market segmentation is the premise of network marketing strategy. After subdividing the network marketing market, enterprises can easily understand and grasp the scale, characteristics, competition situation of each market segment, changes in consumer demand, and the response to marketing measures. Enterprises can formulate or adjust the network marketing mix strategy accordingly, and formulate the best marketing strategy. On the contrary, if we leave the market segmentation, the marketing mix strategy formulated by the enterprise must be blind. At the same time, once the market changes, enterprises can flexibly and effectively adjust the commodity structure and market layout, so that they have a high degree of adaptability and adaptability.

3. It is conducive to centralized use of enterprise resources and improvement of economic benefits

No matter what the enterprise is trying to do in online marketing or what the final goal is, it is difficult to do marketing for all online markets. The enterprise can explore the network market opportunities through the network marketing market segmentation, and select the network target market according to the analysis of subjective and objective conditions, so as to concentrate the limited resources to use in one or several segmented markets, instead of using the marketing resources in the whole market, so that the limited resources can be fully used. This not only saves marketing costs, but also achieves the most ideal economic benefits. The marketing resources of small and medium-sized enterprises are especially limited. On the basis of network marketing market segmentation, they should accurately find their target markets, avoid positive competition with large companies and enterprises, and use their dead corners and neglected market segmentation to seek their own survival and development space.
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