Market segmentation and not that simple.doc

 PAGE \* MERGEFORMAT 13 Market segmentation and not that simple Seems to be overnight, China’s auto market competition in the least from a full market into the most competitive market. 10 years ago, China was Santana, Jetta, Beverly ‘youngest kind of’ pre-eminence. But 10 years later than its competitors on the market more than 200, almost every one of thousands of units of the price range, there are more than a dozen models in the competition. Ding Lei, Shanghai GM, General Manager, as the sigh as: ‘no country consumers like China, there is such a differentiated consumer demand; nor which country’s car market like China, extreme pluralism, segmentation. ‘Now, all the car manufacturers are thinking about a problem: the market has been further subdivided were too crowded, and how to find a new market segment? A breakdown of Power: Consumers fragmentation In exploring this question, we first need to study a question: Why market segmentation? The answer is simple: consumer demand began to diversify. Question now seems to be terminated. But car sales point of view, the answer too conceptual, is the ‘correct nonsense’. We should explore the breakdown of the real driving force, must be car consumption in the entire field of vision down the macro-social transformation considerations. In accordance with the principles of sociology, when a country’s per capita GDP in 1000 to between 3,000 U.S. dollars, the entire community will accelerate the move from the traditional unitary structure of modern society to a pluralistic social transformation. With the rapid popularization of the Internet and dissemination of audience fragmentation, the entire community from the ‘diversity’ to ‘fragmentation’ transformation is reflected in consumption, that is, consumers because of values, and aesthetic needs of differences in such areas as divided into a a ‘fragment’, when these ‘fragments’ results in a purchase, they formed the market segments. Can be said that the domestic automo