3 thoughts on “How does the university segment their customer base”

  1. Market subdivision refers to the differences in market research through market research, based on consumer needs and desires, purchase behaviors, and purchase habits, and divide the market as a whole into a market classification process of several consumer groups. Each consumer group is a market segment, and each market segment is a group of consumers with similar needs tendencies.细分消费者市场的基础1地理细分:国家、地区、城市、农村、气候、地形2人口细分:年龄、性别、职业、收入、教育、家庭人口、家庭类型、家庭生命周期、国籍、 Ethnic, religious, social class 3 psychological subdivision: social class, lifestyle, personality 4 behavioral segmentation: timing, pursuit of interests, user status, product usage rate, loyalty, purchase preparation stage, attitude. Market segmentation programmers McCarthy proposed a set of procedures for market segments, which include seven steps. (1) Select the scope of the product market, that is, to determine what industry and what products to produce. The scope of the product market should be determined by the needs of customers, not the characteristics of the product itself. For example, a real estate company intends to build a simple house in the countryside. If only the product characteristics are considered, the company may think that the rental target of this house is low -income customers, but from the perspective of market demand, high -income people may also be a high -income person. Potential customers of this house. Because high -income people are tired of the high -rise building, they may just yearn for the quietness of the countryside, which may become customers of this kind of house. (2) List the basic needs of potential customers. For example, the company can understand the basic needs of potential consumers for the aforementioned house through investigation. These needs may include: covering the wind and rain, safety, convenience, tranquility, reasonable design, complete indoor furnishings, good engineering quality, and so on. (3) Understand the different requirements of different potential users. For the basic needs listed, different customers emphasize the focus. For example, the economy, security, and covering rain are emphasized by all customers, but some users may pay special attention to the convenience of life, and another type of users have high requirements for the quietness of the environment and internal decoration. Through this difference, different customer groups can be initially identified. (4) Take off the common requirements of potential customers, and use special needs as a segment standard. The common requirements of the above -mentioned house purchases are important, but it cannot be used as the basis of market segmentation. If the wind and rain and safety are the requirements of each user, it cannot be used as the standard of the market segment, so it should be removed. (5) According to the differences in the basic needs of potential customers, it is divided into different groups or sub -markets, and a certain name of each sub -market is given. For example, Western real estate companies often divide the customers who buy houses into good markets such as good, aged, newlywes, and vacations, and use different marketing strategies. (6) Further analyze the needs of each market segment and the characteristics of purchasing behavior, and analyze the reasons in order to determine whether it can be merged or further subdivided on this segmented market. (7) It is estimated that the scale of each market segment, that is, on the basis of the survey, estimated the number of customers in each market segment, the frequency of purchases, the average number of purchases per time, etc., and Analysis of trends. The method of market segmentation must pay attention to the following issues when using segmentation standards: First, the standard of market segmentation is dynamic. The various standards of market segmentation are not static, but continue to change with the changes in social productivity and market conditions. Such as age, income, urban scale, purchase motivation, etc. are variable. Second, different enterprises should adopt different standards when market segmentation. Because the production technical conditions, resources, financial resources and marketing products of each enterprise are different, the standards adopted should also be different. Third, when the enterprise segmented the market, it can adopt a standard, that is, a single variable factors segmentation, or multiple variable factors combinations or series variable factors for market segmentation. Here are several methods of market segmentation. (1) Single variable factors. It is based on an important factor affecting consumer needs. For example, clothing companies, according to age market segments, can be divided into children's clothing, juveniles, youth clothes, middle -aged clothing, middle -aged and elderly clothing, and elderly clothing; (2) Multiple variable factors combination methods. The market segmentation is based on two or more factors that affect consumer needs. For example, the producer market boiler production plant is segmented according to the size of the enterprise size, the geographical location of the user, the final purpose of the product and the potential market size. (3) Series variable factors. According to the characteristics of enterprises and the factors that affect consumer needs, the market segmentation is carried out from rough to thin. This method can make the target market more clear and specific, which is conducive to enterprises to better formulate corresponding marketing strategies. For example, the bicycle market can be geographically located (urban, efficient areas, rural areas, mountains), gender (male, female), age (child, youth, middle age, middle -aged and elderly), income (high, middle, low), occupation ( Workers, farmers, students, staff), purchasing motivations (seeking new, seeking beauty, seeking price and cheapness, and seeking solid durability) and other variable factors segmented market segments.

  2. Market segmentation is the process of dividing the entire market into different consumer groups according to the different consumer needs. Its objective foundation is the heterogeneity of consumer demand. The main basis for market segmentation is the customer base with consistent demand in the heterogeneous market, which is essentially seeking homogeneity in the heterogeneous market. The goal of market segmentation is to aggregate, that is, consumers with the same demand in the market that needs the same demand. This concept is proposed that it plays an important role in promoting the development of enterprises.

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