The concept and significance of 1. market segmentation and positioning.

Market segmentation refers to the division of a large market into several relatively homogeneous sub-markets according to the different characteristics and needs of consumers, each of which is called a market segment. Market positioning refers to selecting one or more market segments as the target market according to the enterprise's objectives and resources, and determining the competitive advantages and image of the enterprise and products in the target market, so that consumers can clearly distinguish the difference between the enterprise and products and competitors.

The significance of market segmentation and positioning is that they can help companies use limited resources more effectively, meet consumer needs more accurately, and distinguish them from competitors more effectively, thereby increasing their market share and profit margins, and enhancing their brand influence and loyalty.

Concepts and methods of 2. consumer research

Consumer research refers to the collection and analysis of consumer information through various methods to understand consumer characteristics, needs, preferences, behavior, psychology, attitudes, satisfaction, etc., as well as various factors that affect consumer decision-making, such as society, Culture, economy, politics, law, technology, etc. The purpose of consumer research is to provide a basis for market segmentation and positioning, to provide reference for product development, pricing strategy, promotional activities, channel management, etc., and to support the marketing decisions of enterprises.

There are two main categories of consumer research methods: qualitative research and quantitative research. Qualitative research refers to the exploration of consumers' deep-seated motives, feelings, opinions, etc. through in-depth interviews, observations, case studies, etc., in order to obtain the essence of consumers' inner psychology and behavior. Quantitative research refers to the collection and analysis of quantitative data of consumers through questionnaires, experiments, statistics, etc., in order to obtain the laws of consumers' external performance and behavior. Qualitative research and quantitative research complement each other. Qualitative research is usually conducted first to determine the theme and direction of the research, and then quantitative research is conducted to verify and supplement the results of qualitative research.

3. steps to use consumer research for market segmentation and positioning

The steps for using consumer research for market segmentation and positioning are roughly as follows:

1. Determine the scope of the market

Market scope refers to the boundaries of the market that an enterprise wants to enter, which can be determined according to the category, function, use, etc. of the product. The purpose of determining the market scope is to clarify the object and scope of market segmentation and positioning, and to avoid being too broad or too narrow. for example, the market scope of shangpu consulting company can be defined as the market that provides segment consulting services such as industry research, market segmentation and user behavior research, channel model research, competitor research, market entry research, consumer research, investment decision evaluation, ipo segment market research, investment project feasibility study, business financing plan, etc.

2. Formation of market segments

The formation of market segments refers to the selection of appropriate segmentation variables based on the results of consumer research, and the division of consumers within the market into a number of relatively homogeneous submarkets, each of which is called a market segment. Segmentation variables refer to the characteristics or factors that affect consumer demand and behavior, and they can be divided into descriptive and behavioral variables. Descriptive variables refer to the geographical, demographic, psychological and other characteristics of consumers, such as region, age, gender, income, education, occupation, lifestyle, personality, etc. Behavioral variables refer to consumers' purchase behavior and reactions, such as purchase purpose, purchase frequency, purchase volume, brand loyalty, price sensitivity, interest demand, attitude preference, etc. The principle of selecting segmentation variables is to be able to effectively distinguish between consumer needs and behavior, while being able to easily measure and implement. For example, Champ Consulting could select the following segmentation variables to form a market segment based on the results of consumer research:

Industry dimension: according to the customer's industry field, such as electronics, laser, dispensing, textile, medical, machine tools, etc., the market is divided into different industry segments.

Scale dimension: According to the scale and development stage of customers, such as large, medium, small, start-up, etc., the market is divided into different scale market segments.

Demand dimension: According to the type and degree of customer demand for consulting services, such as basic, advanced, professional, customized, etc., the market is divided into different demand segments.

3. Analysis of market segments

Analysis of market segments refers to the evaluation and comparison of the formed market segments to determine the attractiveness and competitiveness of the market segments, thereby providing a basis for the selection of target markets. There are many ways to analyze market segments, such as SWOT analysis, five forces analysis, SPAN analysis and so on. Among them, SPAN analysis is a commonly used method, which starts from the attractiveness of market segments and the competitiveness of enterprises, the market segments are prioritized, in order to determine the market segments to enter, and to provide products and services for these selected market segments. The priority of market segments can be divided into the following four categories:

S(Superior): A highly attractive and competitive market segment is the core target market of the company. It should be prioritized to enter and maintain a leading position, provide the best quality products and services, and build a strong brand image and loyalty.

P(Potential): The highly attractive and low competitive market segment is the potential target market of the enterprise, with large development space and opportunities. We should actively explore and improve competitiveness, provide differentiated products and services, and establish good brand awareness and reputation.

A(Average): Low-attractive, highly competitive market segments are the general target market for companies with small profits and growth potential. They should participate carefully and maintain a stable market share, provide products and services that meet basic needs, and maintain a reasonable brand positioning and pricing strategy.

N(Neglect): Low-attractive, low-competitive market segments are non-target markets for companies with high risks and costs. They should avoid entering or exiting, reduce or stop investing resources, and give up or transfer brand equity and market share.

For example, Champ Consulting can perform SPAN analysis of different market segments based on the results of consumer research, as follows:

Market Segment Industry Scale Demand Attractiveness Competitiveness Priority

A1 electronic large foundation high A

A2 Electronic Medium Advanced High High S

A3 electronic small professional high and low P

A4 Electronic Start-up Customized Low Low N

B1 Laser Large Foundation Low High A

B2 Laser Medium Advanced Medium A

B3 laser small professional high and low P

B4 Laser Start-up Customized Gaogao S

C1 dispensing large foundation low low N

C2 Dispensing Medium Advanced Low High A

C3 dispensing small professional low P

C4 dispensing start-up customization high and low P

4. Select the target market

Selecting the target market refers to determining the market segments to be entered by the enterprise according to the analysis results of the market segments, and formulating corresponding marketing objectives and strategies for each market segment. The principle of selecting the target market is to consider the objectives and resources of the enterprise, as well as the opportunities and threats of the market, and to choose the market segment that is most beneficial to the enterprise, while avoiding too scattered or too concentrated target market. There are many ways to select target markets, such as single target market strategy, multiple target market strategy, concentrated target market strategy, differentiated target market strategy, etc. Among them, the differentiated target market strategy is a common method, which refers to the enterprise selects multiple market segments as the target market, and provides different products and services for each market segment to meet different consumer needs, so as to achieve the maximum coverage and profit of the market. For example, based on the results of the SPAN analysis, Champ Consulting can select the following market segments as target markets and develop appropriate marketing objectives and strategies for each segment:

A2 (electronic medium-sized advanced): This market segment is highly attractive and highly competitive. It is the core target market of Shangpu Consulting. It should give priority to entering and maintaining its leading position, providing the best quality products and services, and establishing a strong Brand image and loyalty. The marketing goal of Shangpu Consulting is to have a 30% market share in this market segment, achieve a 20% profit margin, and increase customer satisfaction by 80%. The marketing strategy of Shangpu Consulting Company is to adopt differentiated product strategy and provide professional market segmentation and user behavior research, channel model research, competitor survey, market entry research and other segmentation consulting services for the electronic industry to meet the advanced needs of customers. Adopt high-value price strategy and set reasonable price according to the quality and effect of products to reflect the value and professionalism of products; adopt personalized promotion strategies, conduct one-to-one communication and communication with customers through the Internet, social media, email, telephone, etc., understand customer needs and feedback, provide customized solutions and suggestions, and enhance customer trust And satisfaction; adopt direct channel strategies, directly contact and trade with customers through their own websites, customer service, sales, etc., to reduce intermediate links, improve efficiency and quality.

B3 (Laser Small Major): This market segment has high attractiveness and low competitiveness. It is a potential target market for Shangpu Consulting Company. It has greater development space and opportunities. It should actively explore and improve competitiveness and provide differentiated Products and services, establish good brand awareness and reputation. The marketing goal of Shangpu Consulting is to have a 15% market share in this market segment, achieve a 15% profit margin, and increase customer satisfaction by 70%. The marketing strategy of Shangpu Consulting Company is to adopt innovative product strategies and provide professional industry research, consumer research, investment decision evaluation, IPO market segmentation research and other segmented consulting services for the laser industry to meet the professional needs of customers; Adopt a medium price strategy, set a moderate price according to the cost and effect of the product, and reflect the cost performance and competitiveness of the product; adopt a collective promotion strategy, by participating in industry exhibitions, publishing industry reports, cooperative recommend, etc., establish contact and trust with potential customers, provide free trials and consultations, and increase customer awareness and interest; adopt indirect channel strategies, through partners, agents, distributors, etc. Ways to expand product coverage and distribution, reduce costs and risks.

B4 (Laser Start-up Customization): This market segment is highly attractive and highly competitive. It is the core target market of Shangpu Consulting. It should give priority to entering and maintaining its leading position, providing the best quality products and services, and establishing a strong brand Image and loyalty. The marketing goal of Shangpu Consulting is to have a 25% market share in this market segment, achieve a 25% profit margin, and increase customer satisfaction by 90%. The marketing strategy of Shangpu Consulting Company is to adopt customized product strategy, provide professional investment project feasibility study, business financing plan and other subdivision consulting services for the laser industry, so as to meet the customized needs of customers; adopt high-end price strategy, set high price according to the difficulty and effect of the product, reflect the professionalism and scarcity of the product; adopt exclusive promotion strategy, by signing long-term cooperation agreements, providing exclusive consultants, and regular return visits, we can establish deep cooperative relations and loyalty with customers, provide high-quality pre-sales, in-sales, and after-sales services, and enhance customer satisfaction and dependence; adopt direct channel strategies, Direct contact and transactions with customers through their own websites, customer service, sales, etc., reduce intermediate links, and improve efficiency and quality.

C3 (Dispensing Small Major): This market segment has medium attractiveness and low competitiveness. It is a potential target market for Shangpu Consulting Company. It has large development space and opportunities. It should actively explore and improve competitiveness and provide Differentiated products and services to establish good brand awareness and reputation. The marketing goal of Shangpu Consulting is to have a 10% market share in this market segment, achieve a 10% profit margin, and increase customer satisfaction by 60%. The marketing strategy of Shangpu Consulting Company is to adopt innovative product strategies and provide professional industry research, consumer research, investment decision evaluation, IPO market segmentation research and other segmented consulting services for the dispensing industry to meet the professional needs of customers; Adopt a medium price strategy, set a moderate price according to the cost and effect of the product, and reflect the cost performance and competitiveness of the product; adopt a collective promotion strategy, by participating in industry exhibitions, publishing industry reports, cooperative recommend, etc., establish contact and trust with potential customers, provide free trials and consultations, and increase customer awareness and interest; adopt indirect channel strategies, through partners, agents, distributors, etc. Ways to expand product coverage and distribution, reduce costs and risks.

C4 (Dispensing Start-up Customization): This market segment has high attractiveness and low competitiveness. It is a potential target market for Shangpu Consulting. It has large development space and opportunities. It should actively explore and improve competitiveness and provide Differentiated products and services to establish a good brand awareness and reputation. The marketing goal of Shangpu Consulting is to have a 10% market share in this market segment, achieve a 15% profit margin, and increase customer satisfaction by 70%. The marketing strategy of Shangpu Consulting Company is to adopt customized product strategy, provide professional investment project feasibility study, business financing plan and other subdivision consulting services for dispensing industry, so as to meet the customized needs of customers; adopt high-end price strategy, set high price according to the difficulty and effect of the product, and reflect the professionalism and scarcity of the product; adopt exclusive promotion strategy, by signing long-term cooperation agreements, providing exclusive consultants, and regular return visits, we can establish deep cooperative relations and loyalty with customers, provide high-quality pre-sales, in-sales, and after-sales services, and enhance customer satisfaction and dependence; adopt direct channel strategies, Direct contact and transactions with customers through their own websites, customer service, sales, etc., reduce intermediate links, and improve efficiency and quality.

4. Cases and Suggestions of Using Consumer Research for Market Segmentation and Positioning

In order to better illustrate the methods and steps of using consumer research for market segmentation and positioning, this article will introduce some practical cases and suggestions provided by Champ Consulting to clients.

1. Market segmentation and positioning cases in the electronics industry

Shangpu Consulting provides market segmentation and positioning consulting services for a medium-sized enterprise in the electronics industry. The enterprise mainly produces and sells electronic components, such as resistors, capacitors, inductors, etc., facing fierce market competition and low profit dilemma. Through consumer research, Shangpu Consulting found the problems and opportunities of market segmentation and positioning of the enterprise, and provided the following suggestions for the enterprise:

The market scope of the enterprise is too broad, there is no clear target market and competitive advantage, resulting in the lack of differentiation and characteristics of products and services, it is difficult to attract and retain consumers. Shangpu Consulting recommends that the company narrow the scope of the market and focus on the production and sales of a certain type or several types of electronic components, such as high-frequency, high-pressure, high-temperature and other special performance electronic components, in order to increase the added value and professionalism of the product.

The market segmentation of the enterprise is too simple, only according to the industry and scale of customers, without considering the needs and preferences of customers, resulting in the lack of pertinence and flexibility of products and services, and it is difficult to meet the different needs of different customers. Shangpu Consulting recommends that the company increase the variables of market segmentation, and subdivide it according to the customer's purchase purpose, purchase frequency, purchase volume, brand loyalty, price sensitivity, interest needs, attitude preferences, etc., in order to better understand the customer's Behavior and psychological characteristics, so as to provide more targeted and flexible products and services.

The market positioning of the enterprise is too vague, there is no clear competitive advantage and image, resulting in the lack of recognition and attractiveness of products and services, and it is difficult to distinguish from competitors. Shangpu Consulting recommends that the company clearly define its market positioning, select one or more market segments as the target market according to its own goals and resources, and determine the competitive advantages and image of the company and products in the target market, so that consumers can clearly distinguish the differences between the company and products and competitors.

According to the above suggestions, Shangpu Consulting Co., Ltd. has formulated a market segmentation and positioning plan for the enterprise. According to the plan, the enterprise chooses the high-frequency electronic components in the electronic industry as its market scope, and divides the market into four market segments, namely, large customers, medium customers, small customers and start-up customers of high-frequency electronic components, among them, medium-sized customers and small customers of high-frequency electronic components are selected as their target markets, and different product and service, price, promotion and channel strategies are developed for these two target markets to achieve market differentiation and positioning. The specific contents of the programme are as follows:

Medium-sized customers of high-frequency electronic components: The characteristics of this target market are that the scale and development stage of customers are relatively mature, the demand for high-frequency electronic components is relatively stable and standardized, and there are higher requirements for product quality and performance. There is a certain sensitivity to the price, a certain degree of loyalty to the brand, and a certain expectation of service. The company's market positioning is to provide high-high quality, high-performance, high-reliability high-frequency electronic components, as well as professional, efficient, and caring services to establish a high-end, professional, and trusted image. The company's marketing strategy is to adopt high-quality product strategies, provide high-frequency electronic components that meet international standards and customer requirements, ensure product quality and performance, and improve product technology and competitiveness through continuous research and development and innovation; adopt Medium-high price strategy, according to the cost and value of the product, set a reasonable price, reflecting the quality and professionalism of the product, at the same time, consider the customer's affordability and market competition, appropriately provide discounts and discounts to increase customer satisfaction and loyalty; adopt comprehensive promotion strategies, through advertising, public relations, sales promotion, personal sales, etc., to improve product visibility And reputation, convey the advantages and value of the product, attract and retain customers, and at the same time, through the Internet, social media, email, telephone and other methods, communicate effectively with customers, understand customers' needs and feedback, provide professional consultation and suggestions, and enhance customers' trust and satisfaction; adopt mixed channel strategy, directly contact and trade with customers through their own websites, customer service, sales and other ways, reduce intermediate links, improve efficiency and quality, and expand product coverage and distribution through partners, agents, distributors and other ways, reduce costs and risks.

Small customers of high-frequency electronic components: the target market is characterized by the relatively primary scale and development stage of customers, the demand for high-frequency electronic components is more changeable and personalized, and there are certain requirements for product quality and performance. it has a high sensitivity to price, a low loyalty to the brand, and a high expectation of service. The market positioning of the company is to provide high-frequency electronic components with high cost performance, high flexibility and high customization, as well as innovative, fast and considerate services to establish a mid-range, flexible and friendly image. The company's marketing strategy is to adopt a flexible product strategy, provide high-frequency electronic components that meet customer needs and preferences, ensure the cost performance and flexibility of the product, improve the adaptability and satisfaction of the product through continuous research and feedback, and at the same time Provide customized products and services to meet the individual needs of customers; adopt a medium and low price strategy, and set a reasonable price according to the cost and market of the product, reflect the cost-effectiveness and competitiveness of the product, while considering the customer's affordability and market competition, provide a large number of discounts and concessions, increase customer satisfaction and loyalty; adopt innovative promotion strategies, through the Internet, social media, email, telephone, etc. Ways to communicate and communicate effectively with customers, understand customer needs and feedback, and provide innovative solutions and suggestions, enhance customer trust and satisfaction, and at the same time, through participating in industry exhibitions, publishing industry reports, cooperative recommend, etc., improve product visibility and reputation, deliver product advantages and value, and attract and retain customers; adopt indirect channel strategies, Through partners, agents, distributors, etc., expand product coverage and distribution, reduce costs and risks.

2. Market segmentation and positioning cases in the laser industry

Shangpu Consulting provides market segmentation and positioning consulting services for a start-up in the laser industry. The company mainly develops and sells laser cutting machines and faces market uncertainty and competitive pressure. Through consumer research, Shangpu Consulting found the problems and opportunities of market segmentation and positioning of the enterprise, and provided the following suggestions for the enterprise:

The market scope of the company is too narrow, and it does not make full use of the wide application and potential of laser technology, resulting in a lack of diversification and innovation of products and services, and it is difficult to meet the different needs of different consumers. Shangpu Consulting recommends that the company expand its market scope, develop and sell different types and functions of laser products and services, such as laser marking machines, laser welding machines, laser cleaning machines, laser beauty instruments, etc., to meet different industries and fields Laser application needs, such as industry, medical treatment, beauty, education, etc., to improve product diversification and innovation.

The market segmentation of the enterprise is too complex, according to the customer's industry, scale, demand, preferences and other dimensions, resulting in a lack of concentration and focus on products and services, it is difficult to form core competitiveness and advantages. Shangpu Consulting Company suggests that the enterprise simplify the market segmentation, subdivide the market according to the needs and preferences of customers, and divide the market into two market segments, namely, standard customers and customized customers. Among them, standard customers refer to the more common and regular demand for laser products and services, have certain requirements for product quality and performance, have higher sensitivity to prices, and have lower loyalty to brands, have high expectations for service; customized customers refer to the demand for laser products and services is more special and personalized, the quality and performance of the product has higher requirements, the price has a certain sensitivity, the brand has a certain degree of loyalty, the service has a higher expectation. This allows for a better understanding of customer needs and preferences, leading to more targeted and flexible products and services.

The market positioning of the company is too imitating, and there is no clear competitive advantage and image, which leads to the lack of recognition and attractiveness of products and services, and it is difficult to distinguish from competitors. Shangpu Consulting recommends that the company clearly define its market positioning, select one or more market segments as the target market according to its own goals and resources, and determine the competitive advantages and image of the company and products in the target market, so that consumers can clearly distinguish the differences between the company and products and competitors.

Based on the above recommendations, Shangpu Consulting has developed a market segmentation and positioning plan for the enterprise, as follows:

According to this plan, the company chooses laser cutting machine in laser industry as its market scope, and divides the market into two market segments, namely standard customers and customized customers. Among them, the company chooses standard customers as its main target market and customized customers as its secondary target market, and formulates different product and service, price, promotion and channel strategies for these two target markets respectively, in order to achieve market differentiation and positioning. The specific contents of the programme are as follows:

Standard customers: the target market is characterized by customer needs and preferences are more common and regular, the quality and performance of laser cutting machine has certain requirements, the price has a higher sensitivity, the brand has a lower loyalty, the service has a higher expectation. The company's market positioning is to provide cost-effective, high-efficiency, high-stability laser cutting machines, as well as fast, convenient, and caring services to establish a mid-range, practical and reliable image. The company's marketing strategy is to adopt a standardized product strategy, provide laser cutting machines that meet international standards and customer requirements, ensure the cost performance and efficiency of the product, and improve the stability and competitiveness of the product through continuous research and development and innovation; adopt a medium and low The price strategy, according to the cost of the product and the market, sets a reasonable price to reflect the cost performance and competitiveness of the product, at the same time, consider the affordability of customers and the competitive situation of the market, provide a large number of discounts and concessions, increase customer satisfaction and loyalty; adopt comprehensive promotion strategies, through advertising, public relations, sales promotion, personal sales and other ways, improve the popularity and reputation of products, convey the advantages and value of products, attract and retain customers, and at the same time, through the Internet, social media, email, telephone and other ways, communicate and communicate effectively with customers, understand their needs and feedback, provide quick advice and suggestions, and enhance their trust and satisfaction; adopt indirect channel strategies to expand product coverage and distribution through partners, agents, distributors, etc., and reduce costs and risks.

Customized customers: The target market is characterized by special and personalized customer needs and preferences, higher requirements for the quality and performance of laser cutting machines, a certain sensitivity to the price, a certain degree of loyalty to the brand, and a high expectation of service. The company's market positioning is to provide high-high quality, high-precision, high-customization laser cutting machines, as well as professional, efficient, and caring services to establish a high-end, professional, and trusted image. The company's marketing strategy is to adopt a customized product strategy, provide laser cutting machines that meet customer needs and preferences, ensure product quality and accuracy, improve product adaptability and satisfaction through continuous research and feedback, and provide customized Products and services to meet the individual needs of customers; adopt high-end price strategies, set high prices according to the difficulty and effect of products, reflect the professionalism and scarcity of products, while considering the affordability of customers and the competitive situation of the market, appropriately provide discounts and concessions to increase customer satisfaction and loyalty; adopt exclusive promotion strategies, through the signing of long-term cooperation agreements, providing exclusive consultants, regular return visits, etc., to establish deep cooperative relations and loyalty with customers, and provide high-quality pre-sales, in-sales and after-sales services, enhance customer satisfaction and dependence, and at the same time, through participating in industry exhibitions, publishing industry reports, cooperative recommend, etc., improve product visibility and reputation, deliver product advantages and value, and attract and retain customers; adopt direct channel strategies, through Our own website, customer service, sales and other methods, directly contact and trade with customers, reduce intermediate links, and improve efficiency and quality.

5. epilogue

This article describes how to use consumer research for market segmentation and positioning methods and steps, as well as some practical cases and recommendations. Market segmentation and positioning are the core links of marketing strategy, which can help enterprises better understand the needs and preferences of consumers, so as to provide more targeted and competitive products and services. Consumer research is an important tool for market segmentation and positioning, which can reveal consumer behavior and psychological characteristics, as well as various factors that affect consumer decision-making by collecting and analyzing consumer information. The steps for market segmentation and positioning using consumer research are roughly as follows: determining market scope, forming market segments, analyzing market segments, and selecting target markets. There are a variety of methods for market segmentation and positioning using consumer research, such as qualitative and quantitative research, descriptive and behavioral variables, SWOT and SPAN analysis, single target market strategies and differentiated target market strategies. There are many cases of market segmentation and positioning using consumer research, such as market segmentation and positioning cases in the electronics industry and market segmentation and positioning cases in the laser industry. There are a variety of recommendations for using consumer research for market segmentation and positioning, such as narrowing or expanding the market, adding or simplifying market segmentation variables, and clarifying or changing market positioning.