Is the market segment Wendell? Smith put forward the marketing concept in 1950s, which 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.
According to the data of iResearch 2065438+May 2006, in the traditional PC video market, iQiyi, Youku Tudou and Storm Video ranked the top three in terms of user viewing time, with 2.07 billion hours,/kloc-0.32 billion hours and 760 million hours respectively. This market structure is very stable, and the leading edge of iQiyi is close to the sum of the second and third places.
What does this data show?
In the field of marketing, there is a law called "Three Laws", which means that in almost all enterprises, there is no exclusive right (such as patent, license, trademark right) under the circumstances permitted by laws and regulations, that is, there is no great barrier, and the industry will eventually form the "Big Three". Once the Big Three is formed, the chances of the later attackers' survival are very small. ?
So the question is, why can Li Li violate the three laws? Why can you stand out? ?
A very important reason is market segmentation. Different from oligarchs such as Iqiyi, the new video crowd is cut out of the original video crowd. According to the psychological and behavioral characteristics and age characteristics of this group, the core group is defined as a group of young people who like fashion culture and secondary elements, so as to build a new community and create different video content.
Based on this breakdown, at present, there are more than 65.438+0.5 billion active users, more than 65.438+0.0 billion videos played every day, more than 65.438+0.4 billion barrage, and more than 65.438+0.4 billion original submissions. ?
After reading the case, let's think about it. What is the essence of market segmentation? Market segmentation means that marketers help enterprises to reconstruct the battlefield or find new battlefields and find the strength points of the battlefield. Without segmentation, we can't focus on customers, so the products and services you provide are no different from your competitors. Such competitive consumers must be insensitive and will definitely enter the Red Sea of competition, and the competitors behind them will never have a chance. ?
Finally, I want to say that a good competitor lies not in his infinite strength, but in choosing the right battlefield. Market segmentation is to choose the means, weapons and tools of the battlefield. ?
Seeing this, have you ever thought about what value segmentation can create for your enterprise? Welcome to discuss in the message area.
Answer: Shu Huaping, marketing subverts the way you look at the problem, and pays attention to WeChat official account to market flights.