Market segmentation 1. market research

Market segmentation is one of the important steps of market research, which divides the market into a number of relatively balanced subsets according to the different attributes of the market, each subset has similar needs, preferences and behaviors. The purpose of market segmentation is to better meet different market needs, improve market efficiency, enhance market competitiveness, and achieve differentiated market strategies.

The principle of market segmentation is based on the heterogeneity and divisibility of the market. The heterogeneity of the market means that consumers in the market have different needs, preferences and behaviors, which are determined by the consumer's personality, economic, cultural, social and other factors. The divisibility of the market means that consumers in the market can be divided into a number of relatively balanced subsets according to certain standards or rules, each subset has similar needs, preferences and behaviors, which is determined by the size, structure, changes and other factors of the market.

Market segmentation tools refer to the different standards or rules used to divide the market, which can be divided into the following categories according to the different attributes of the market:

Geographic segmentation: According to the geographical location, climate, population density, regional development and other factors, the market is divided into different geographical units, such as countries, provinces, cities, villages and so on.

Demographic segmentation: According to the demographic characteristics of the market, socio-economic characteristics and other factors, the market is divided into different population units, such as age, gender, income, education, occupation, family structure, etc.

Psychological segmentation: According to the psychological characteristics of the market, lifestyle, values and other factors, the market is divided into different psychological units, such as personality, motivation, attitude, interest, preference, etc.

Behavioral segmentation: According to the market's behavioral characteristics, consumption habits, purchase behavior and other factors, the market is divided into different behavioral units, such as purchase frequency, purchase volume, purchase occasion, purchase purpose, brand loyalty and so on.

Market segmentation tools can be used alone or in combination to achieve a more refined market segmentation. The choice of market segmentation tools should be based on market characteristics, objectives, resources and other factors to ensure the effectiveness and feasibility of market segmentation.

2. of User Behavior Based on Market Research

User behavior research is one of the important contents of market research, which is to analyze the motivation, attitude, feelings and actions of users in the process of purchasing, using and evaluating products or services. The purpose of user behavior research is to have a deeper understanding of user needs, satisfaction, loyalty, conversion rate and other indicators, so as to improve the quality, value and competitiveness of products or services, and achieve user-oriented market strategies.

The principle of user behavior research is based on users' needs, cognition, emotion and social influence. The user's demand refers to the user's expectations and requirements for the product or service, which is the driving force and goal of user behavior. User cognition refers to the user's knowledge and understanding of the product or service, which is the basis and process of user behavior. The user's emotion refers to the user's feeling and evaluation of the product or service, which is the result and feedback of the user's behavior. The social influence of users refers to the influence and pressure from others or society, which is the restriction and adjustment of user behavior.

The tools of user behavior research refer to the different methods and techniques used to collect and analyze user behavior data, which can be divided into the following types according to the source, form, quality and other factors of the data:

Questionnaire survey: Through the design and distribution of a series of questions, collect user opinions, suggestions, evaluation and other data, suitable for large-scale, extensive and quantitative user behavior research.

In-depth interviews: Through face-to-face or telephone conversations with users, collect data on users' thoughts, feelings, and experiences, which is suitable for small-scale, in-depth, and qualitative user behavior research.

Focus group: by inviting a group of users to participate in the discussion of a topic, collecting user's views, attitudes, interactions and other data, suitable for medium-scale, exploratory, qualitative user behavior research.

Observation method: by observing and recording the user's behavior and environment, collecting the user's action, expression, scene and other data, suitable for natural, real, qualitative user behavior research.

Experimental method: by setting and controlling the user's behavior and conditions, collecting the user's reaction, effect, change and other data, suitable for scientific, accurate and quantitative user behavior research.

The tools for user behavior research can be used alone or in combination to achieve a more comprehensive and in-depth user behavior analysis. The choice of tools for user behavior research should be based on the user's characteristics, goals, resources and other factors to ensure the effectiveness and feasibility of user behavior research.

Case study of market segmentation and user behavior research 3. market research

Market segmentation and user behavior research are widely used in different industries and fields. They can help enterprises better understand the needs and characteristics of the market and users, so as to formulate more appropriate and targeted market strategies. Taking Shangpu Consulting Company as an example, this paper shows the application of market segmentation and user behavior research in different industries and fields, such as automobile, education, medical treatment, tourism, etc., and their impact on the market decision-making and competitive advantage of enterprises.

3.1 automotive industry

The automotive industry is a highly competitive and rapidly changing industry. Automotive companies need to constantly understand market needs and trends, as well as user preferences and behaviors, in order to provide better and more innovative automotive products and services. Shangpu Consulting provides market segmentation and user behavior research services for an internationally renowned automobile brand to help the brand better enter and expand the Chinese market.

Shangpu Consulting first conducted a comprehensive analysis of the Chinese auto market and found that the Chinese auto market is characterized by large scale, rapid growth, large regional differences, and consumer diversification. Based on these characteristics, Shangpu Consulting uses a combination of geographic segmentation, demographic segmentation, psychological segmentation and behavioral segmentation to divide the Chinese auto market into the following market segments:

High-end market in first-tier cities: Consumers in this market are mainly high-income, high-education, and high-position people. Their demand for cars is high-high quality, high-performance, high-tech, high-safety, and high-environmental protection. Luxury, fashion, personality, brand, their behavior towards cars is frequent replacement, multi-car ownership, maintenance, and social participation.

The mainstream market in second-tier cities: The consumers in this market are mainly middle-income, middle-education, and middle-level people. Their demand for cars is practical, comfortable, economical, and convenient. Their preference for cars is function, quality, price, and service. Their behavior towards cars is stable use, bicycle ownership, moderate maintenance, and participation in evaluation.

The potential market of third-tier cities: Consumers in this market are mainly low-income, low-education, and low-position people. Their demand for cars is basic, safe, energy-saving, and easy to use. Their preference for cars is simple, affordable, and durable., Value preservation, their behavior towards cars is long-term use, shared ownership, a small amount of maintenance, and participation in learning.

According to the characteristics of these market segments, Shangpu consulting company provides targeted market strategies for the automobile brand, including product positioning, price strategy, channel strategy, promotion strategy, etc. For example, for the high-end market in first-tier cities, Shangpu Consulting recommends that the brand launch more new energy vehicles, smart cars, customized cars, etc. to meet the high quality and high-tech needs of consumers, while improving the brand's image and reputation. For the mainstream market in second-tier cities, Shangpu Consulting recommends that the brand launch more family cars, business cars, leisure cars, etc. to meet the practical and comfortable needs of consumers, while providing more favorable prices and better services. For the potential market in third-tier cities, Shangpu Consulting recommends that the brand launch more low-cost cars, mini cars, second-hand cars, etc. to meet the basic and energy-saving needs of consumers, while providing simpler ways to buy and use.

Shangpu consulting company also conducted in-depth user behavior research on the target users of the automobile brand. Through questionnaire survey, in-depth interview, focus group, observation method, experimental method and other tools, it collected and analyzed the data of users' motivation, attitude, feeling and action in purchasing, using and evaluating cars, as well as users' cognition, emotion, loyalty and other indicators of the brand. Based on these data, Shangpu Consulting provides the brand with more detailed and accurate user portraits, user demand analysis, user satisfaction analysis, user loyalty analysis, etc., as well as more specific and effective product improvement, service improvement, marketing improvement and other suggestions.

The market segmentation of market research and user behavior research services of Shangpu Consulting Company have brought significant effects to the car brand. The brand's sales volume, market share, brand awareness, user satisfaction and other aspects in the Chinese market have been greatly improved, and it has also laid a solid foundation for the long-term development of the brand in the Chinese market.

3.2 education industry

The education industry is a highly concerned and rapidly developing industry. Education enterprises need to constantly understand the needs and changes of the market, as well as the preferences and behaviors of users, in order to provide better and more innovative educational products and services. Shangpu Consulting provides market segmentation and user behavior research services for a well-known online education platform in China to help the platform better enter and expand the Chinese market.

Shangpu Consulting first conducted a comprehensive analysis of the Chinese education market and found that the Chinese education market is characterized by huge scale, stable growth, fierce competition, and diversified consumers. Based on these characteristics, Shangpu Consulting has adopted a combination of demographic segmentation, psychological segmentation and behavioral segmentation to divide the Chinese education market into the following market segments:

K12 education market: The consumers in this market are mainly preschool children, elementary school students, junior high school students and high school students, as well as their parents. Their demand for education is to improve academic performance, expand knowledge, cultivate hobbies, and enhance competitiveness. Their preference for education is comprehensive, systematic, professional, and interesting. Their behavior towards education is regular participation, active interaction, active feedback, and continuous progress.

Higher education market: The consumers in this market are mainly college students, graduate students and doctoral students, as well as their tutors and classmates. Their needs for education are in-depth learning, broadening their horizons, improving abilities, and innovative thinking. Their preference for education is flexible, Diverse, efficient, and valuable. Their behavior towards education is independent choice, active exploration, active cooperation, and continuous innovation.

Vocational education market: The consumers in this market are mainly employees, job seekers and entrepreneurs, as well as their employers and colleagues. Their demand for education is to improve skills, increase income, change careers, and realize their dreams. Their preference for education It is practical, professional, fast and useful. Their behavior towards education is to learn on demand, arrange flexibly, pay attention to practice, and pursue results.

Interest education market: Consumers in this market are mainly people who are interested in a certain field or subject, as well as their friends and family. Their needs for education are to satisfy their interests, enrich life, enjoy fun, and share experiences. Their preference for education is personality, diversity, relaxation, and fun. Their behavior towards education is to learn at will, participate at any time, communicate at will, and evaluate at will.

According to the characteristics of these market segments, Shangpu Consulting provides targeted market strategies for the online education platform, including product positioning, price strategy, channel strategy, promotion strategy, etc. For example, for the K12 education market, Shangpu Consulting recommends that the platform launch more educational products and services that meet national curriculum standards, cover various disciplines and grades, and combine online and offline education to meet the comprehensive and systematic needs of consumers., While improving the quality and effectiveness of education. For the higher education market, Shangpu Consulting recommends that the platform launch more educational products and services that cooperate with well-known universities and institutions at home and abroad, cover various professions and fields, and combine theory and practice to meet the in-depth and broadening of consumers. Demand, while improving the level and value of education. For the vocational education market, Shangpu Consulting recommends that the platform launch more educational products and services that connect with industries and enterprises, involve various positions and skills, and combine online and employment to meet the needs of consumers for improvement and change, while improving The efficiency and use of education. For the interest education market, Shangpu Consulting recommends that the platform launch more cooperation with the community and media, include various topics and content, and combine online and offline education products and services to meet the satisfaction and rich needs of consumers. At the same time, improve the fun and sharing of education.

Shangpu Consulting Company also conducted in-depth user behavior research on the target users of the online education platform. Through questionnaire survey, in-depth interview, focus group, observation method, experimental method and other tools, it collected and analyzed the motivation, attitude, feeling and action of users in selecting, using and evaluating educational products and services, And the user's cognition, emotion, loyalty and other indicators of the platform. Based on these data, Shangpu Consulting provides the platform with more detailed and accurate user portraits, user demand analysis, user satisfaction analysis, user loyalty analysis, etc., as well as more specific and effective product improvement, service improvement, marketing improvement and other suggestions.

The market segmentation of market research and user behavior research services of Shangpu Consulting Company have brought significant effects to the online education platform. The platform's user volume, market share, brand awareness, user satisfaction and other aspects in the Chinese market have been greatly improved, and it has also laid a solid foundation for the long-term development of the platform in the Chinese market.