微细分的市场策略（Micro market strategy）.docVIP

微细分的市场策略（Micro market strategy） Market segmentation is our common market management method, aiming at locking the target population within a certain range, so as to achieve effective sales. At present, the method has been very rich, even in individual industries and products, over segmentation, or premature breakdown of the situation, resulting in a lot of the early development of good business suddenly in trouble. For example, Overlord shampoo, not only in the category of over segmentation or excessive segmentation, let the target population can not form a good habit of consumption, but also to carry out the cross industry segments, as they quickly entered the field of toothpaste. They would not say this subdivision, its brand influence can not only support, the brand awareness is not very clear, just across industry segments, will have a greater impact on the development of the core of the parent brand. There are many enterprises in a target population segmentation has been more accurate, but also achieved success in the beginning, and there is a certain goal ductility. This method, in some competitive market category, positioning and subdivision slightly wide, is more suitable, and certainly in the market sales performance is good, not too thin to support the development of the enterprise, and not too broad target focusing effect, as long as the focus of a category under the condition of a little it is better to extend. For example, in Guangdong, is a Taiwan funded enterprises, the brand of a location in 20 to 28 years old this age, have very good sales, but operators look so successful, immediately developed a new brand for girls aged 16 to 18 years of age, and 3-4 the new brand of horizontal development, the results not only affect the sales of each new brands, these brands of self fights, conflicting results, only to recover the front, suffer a big, focus on the original single brand. Therefore, the brand segmentation depends on the degree of competition of th