Real estate marketing customer segmentation.doc

Real estate marketing customer segmentation Market segmentation theory is the classic marketing theory. In this paper, the combination of theory and specific cases, adequately address customer segmentation in the modern real estate development enterprises in the application, focusing on analysis of customer segmentation methods of operation, how to use this marketing tool for customer segmentation to accurately determine the real estate development enterprises faced by the market to choose the real estate development companies in the market competition by the use of strategy. First, the meaning and role of market segmentation Nearly 1.3 billion people, China is the world’s most potential market, but today the vast majority of companies active in the meantime recognize that they do not get the entire market. Residential as a product more regional character, it can only meet customer needs within a particular region, real estate development enterprise in a particular area by studying the market, and market segmentation, target market to those purchasing power to provide to meet their needed products. But even a specific area of the market, their needs are constantly changing, how to accurately determine their own market, market segmentation is a marketing worker must do an important task. The concept of market segmentation is the U.S. market scientist Wendell R. Smith (Wendell R. Smith) in the 20th century, the mid-50s come. The so-called market segmentation means in accordance with consumer desires and needs into an overall market (the overall market is usually too big to difficult for enterprises to serve) is divided into a number of common characteristics of the sub-market process. Therefore, belonging to the same market segments of consumers, their needs and desires are very similar; points belong to different market segments of consumer needs and desires the same product there are significant differences. For example, some consumers purchase is to change thei