The fourth lecture is the reconstruction of cognition: market segmentation and target market selection.

Market segmentation-target market selection-positioning, this lecture mainly focuses on the first two parts.

Cognitive reconstruction is the core driving force of human evolution and productivity progress. (Gossip is a cognitive structure) —— A brief history of mankind

Marketing strategy is also a cognitive reconstruction.

STP is the three links in marketing strategy, which involves how to look at a market, what kind of vision to look at the market, what kind of logic to give the market unique value and the products and services of enterprises unique value. This is cognitive design and cognitive reconstruction.

Case: How does the Louvre increase the number of tourists?

Background: In 2005, compared with 2004, the scale and growth rate of Louvre visitors were the same. The Paris municipal government hopes to increase the number of visitors to the Louvre and invites consulting and research institutions to provide suggestions.

Question: If you were a consultant in the Louvre, what would you do?

Advice from the consulting company:

Case: How does Marriott gain market growth?

Background: Marriott is a large and medium-sized hotel chain in the United States. During the period of 1985, we managed 160 hotels with 670,000 rooms.

Question: If you are a Marriott executive, how will you help realize the leap-forward growth from 1985 to 160 hotel and 670,000 rooms? What are the opportunities for market breakthrough?

Find:

Definition of market segmentation: Market segmentation refers to the process that marketers divide the whole market of a product into several consumer groups according to the differences of consumers' needs and desires, buying behaviors and buying habits through market research. -Wendell Smith

Case: The Rise of Video Market

According to the three laws, for the vast majority of enterprises, if laws and regulations allow and there is no exclusive right (patent, license, trademark right, etc.). ), that is, in the absence of huge barriers, the industry will eventually form the Big Three, and once the Big Three is formed, the chances of the attacker's survival are very small. The same is true of the video industry: iQiyi, Tudou Youku, Tencent Video.

In this case, the way to rise is market segmentation.

Based on demand, it is based on the needs of enterprises to solve problems, that is, based on the needs of operators, it is subdivided according to all the markets it operates, the problems it faces and the needs to solve problems.

Subdivision dimension

Market segment identification

After finding the subdivision standard, the key point is to be able to match the identification index. Identification indicators refer to labels that can identify market segments.

Case: How do companies selling luxury cruise ships find indicators to identify customers?

Standard: Is the external market opportunity large enough? What kind of competitiveness does our enterprise have to adapt to the target market?

Case: How does China Textile Group choose the target market?

Background: China Textile Group used to be a raw material, but now it wants to enter the consumer side, do B2C business, and find kotler as a strategic consultant.

Analysis:

Seed users, also known as angel users, are the key target customers in the Internet era. Its characteristics are high love for products and willingness to spread products and participate in them; It is very important for products and enterprises.

Only for learning and communication, not for commercial use.