How to Choose Target Market in Network Marketing
Source: Shangpin China |
Type: website encyclopedia |
Time: 2015-06-13
It is an important strategy for enterprises in marketing activities to select target markets, define the type of users they should serve and meet their needs. After determining the target market scope strategy of network marketing, enterprises should decide what kind of network marketing target marketing strategy to adopt. Generally, there are three kinds of online marketing available to enterprises Beijing website production Target marketing strategy: 1. Non differentiated marketing strategy The indifference marketing strategy means that the enterprise regards the entire online market as a target market for online marketing with similar needs, only considers the commonness of market needs, without considering their differences, and only launches one product and uses only one set of marketing mix scheme to attract as many consumers as possible. The enterprises that implement the non differentiated marketing strategy take the entire network market as a big goal, ignore the inconspicuous differences between consumers, and formulate the same production and sales plan for the common needs of online consumers, so as to achieve the goal of expanding the market and sales. This strategy attaches importance to the similarities of consumer demand, but ignores the differences of demand. It regards the needs of all consumers as the same, and generally does not subdivide the online market. The enterprises that adopt this strategy are generally strong. They not only adopt mass production, but also have extensive and reliable distribution channels and unified advertising. The advantages of adopting the non differentiated marketing strategy are: single product, easy to ensure quality; Mass production, storage and transportation will inevitably reduce the cost of unit products; Non differentiated advertising and other promotional activities can save a lot of costs; Without market segmentation, the human, material and financial resources required for market research and product development are reduced accordingly. But this marketing strategy also has some shortcomings, such as this strategy is not applicable to most products. If similar enterprises adopt this strategy, it will inevitably lead to fierce competition. Especially in the online market, customer demand tends to be personalized. Because of this, almost no enterprises in the online market adopt non differentiated marketing strategies. 2. Differentiated marketing strategy The differentiated marketing strategy is to subdivide the entire online market into several sub markets. For different sub markets, according to the needs of consumers in different online marketing sub markets and the characteristics of each sub market, different products are designed and different online marketing mix schemes are formulated to meet the needs of online consumers. The advantage of this strategy is that it can meet the different requirements of different consumers, and it is conducive to enterprises to develop the network market, expand sales, improve market share and economic efficiency, and improve corporate reputation. Today, with the rapid change of network consumption demand and fierce competition, most enterprises are actively pursuing this strategy. While the differentiated marketing strategy creates high sales, it also has shortcomings, such as the product differentiation and promotion method differentiation, which increase the management difficulty and increase the production and sales expenses. At present, only powerful large enterprises adopt this strategy for online marketing. Therefore, when adopting this strategy, enterprises should weigh the advantages and disadvantages, that is, analyze and compare whether the increase in sales brings about greater profits or increased marketing costs, and make scientific decisions. For example, P&G has divided more than 300 products into 72 market segments according to customer needs and its own product characteristics, and has set up independent websites and implemented independent online marketing strategies for each market segment. 3. Centralized marketing strategy Centralized marketing strategy refers to a strategy that focuses on a specific market segment and implements specialized production and operation in order to obtain a higher market share in the subdivided market. The enterprise implementing this strategy should consider that it is better to have a higher market share in some market segments than to have a lower market share in the whole market. Because small enterprises are unable to take into account the overall market and bear the costs of all market segments, and are easy to succeed in small markets, this strategy is mainly applicable to small enterprises with limited resources. The advantage of adopting the centralized marketing strategy is that enterprises can deeply understand the needs of specific market segments and concentrate their strengths, which is conducive to the marketability of products, cost reduction, and improving the popularity of enterprises and products. As long as the target market of online marketing is properly selected, the centralized marketing strategy often establishes a firm foothold for enterprises to obtain more economic benefits. However, the centralized marketing strategy also has shortcomings, such as greater business risks, because its target market scope is small and the variety is single. If the consumer demand and hobbies of the target market change, the enterprise may fall into a dilemma due to untimely response. At the same time, when powerful competitors hit the target market, the enterprise will be seriously affected. Therefore, when enterprises use this strategy, they should pay special attention to selecting the target market of online marketing to prevent the annihilation of the whole army.
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