How does hotel marketing segment the market?

Hotel marketing market segmentation, you need to list them one by one!

1 Geographical breakdown: country, region, city, countryside, climate and topography.

Population breakdown: age, sex, occupation, income, education level, family population, family type, family life cycle, nationality, nationality, religion and social class.

3 psychological subdivision: social class, lifestyle and personality.

Behavior segmentation: opportunity, pursuit of benefits, user status, product utilization rate, loyalty, purchase preparation stage and attitude.

What is the procedure of market segmentation?

(1) Select the product market range, that is, determine what industry to enter and what products to produce. The market scope of products should be determined by the needs of customers, not the characteristics of the products themselves. For example, a real estate company plans to build a simple house in the countryside. If we only consider the product characteristics, the company may think that the rental object of this house is low-income customers, but from the market demand, high-income people may also be potential customers of this house. Because high-income people are tired of living in high-rise buildings, they may just yearn for the tranquility of the countryside, so they may become customers of such houses. ?

(2) List the basic needs of potential customers. For example, companies can understand the basic needs of potential consumers for the aforementioned houses through surveys. These requirements may include: shelter from wind and rain, safety, convenience, tranquility, reasonable design, complete indoor furnishings, good engineering quality and so on. ?

(3) Understand the different needs of different potential users. Different customers may emphasize different points about the listed basic requirements. For example, economy, safety and shelter from the wind and rain are all emphasized by all customers, but some users may pay special attention to the convenience of life, while some users have high requirements for quiet environment and interior decoration. Through this difference comparison, we can initially identify different customer groups. ? (4) Take out the same needs of potential customers and take special needs as the subdivision standard. Although the above requirements for purchasing houses are important, they cannot be used as the basis for market segmentation. If shelter from the wind and rain and safety are the needs of every user, they cannot be used as the standard of market segmentation and should be excluded. ?

(5) Divide potential customers into different groups or sub-markets according to their differences in basic needs, and give each sub-market a definite name. For example, western real estate companies tend to divide customers who buy houses into many market segments, such as active people, mature people, newly married people and holiday people, and adopt different marketing strategies accordingly. ?

(6) Further analyze the characteristics of demand and purchase behavior of each market segment, and analyze the reasons, so as to decide whether these market segments can be merged or further subdivided. ?

(7) Estimate the scale of each market segment, that is, on the basis of investigation, estimate the number of customers, purchase frequency and average purchase volume of each market segment, and analyze the product competition and development trend of this market segment. ?

The method of market segmentation?

Enterprises must pay attention to the following issues when using segmentation standards for market segmentation: First, the criteria for market segmentation are dynamic. The standard of market segmentation is not static, but constantly changing with the changes of social productivity and market conditions. Such as age, income, town size, purchase motivation, etc. Are variable. Second, different enterprises should adopt different standards in market segmentation. Because each enterprise has different production technical conditions, resources, financial resources and marketing products, the standards adopted should also be different. Third, enterprises can use a standard, that is, a single variable factor segmentation, or a combination of multiple variable factors or a series of variable factors for market segmentation. Here are several methods of market segmentation. ?

(A) univariate factor method. ? Market segmentation is based on an important factor that affects consumer demand. For example, clothing enterprises can divide the market into children's wear, juvenile wear, youth wear, middle-aged wear, middle-aged wear and old-age wear according to age; Or according to the different climate, it can be divided into spring clothes, summer clothes, autumn clothes and winter clothes. ?

(2) Multivariate factor combination method. ? Market segmentation is based on two or more factors that affect consumer demand. For example, in the producer market boiler plant, the market is divided mainly according to the scale of the enterprise, the geographical location of users, the final use of products and the potential market size. ?

(3) Series variable factor method. ? According to the operating characteristics of enterprises and the factors affecting consumer demand, the market is subdivided from coarse to fine. This method can make the target market more clear and specific, which is beneficial for enterprises to better formulate corresponding marketing strategies. Such as bicycle market, according to geographical location (city, suburb, countryside, mountainous area), gender (male, female), age (children, youth, middle-aged and middle-aged people), income (high, middle and low), occupation (workers, farmers, students, employees) and purchase motivation (novelty, beauty, low price and good quality).