Marketing Segmentation, Targeting, And Positioning: Kaiquan Pump Group

Up to now, there is no enterprise of pump trade in china that has been solving its managing problems by means of truly scientific and systematic marketing theories and approaches. There are two reasons: first, the view that "Marketing is useless" is prevailing in the construction pump industry; second, although marketing theories and approaches have been partially put into practice, they don't bring about a striking effect since they don't fit in with the objective conditions.Based on this reality, this thesis makes an effort to search for the most suitable marketing theories and approaches. Especially in market segmentation target market selection and market positioning, the author attempts to divide the construction pump market into nine segments according to his interest-oriented role division method and the numerical method of the evaluation of differentiated market. In accordance with its value and the degree of competition , The author picks out five differentiated markets and makes appropriate market positioning strategy in product, brand and corporation by taking into consideration the features of the selected differentiated market.Besides, it's hoped that through the application and establishment of the proper marketing theories and approaches in Chinese construction pump industry, the wrong message like "Marketing is useless" and "Marketing with good relations is first" can be set right. The theory of market segmentation stems from Philip Cottelle's marketing interest theory; the principles of target market selection are based on Michael Porter's competition model of five forces and SWOT analysis; the theory of market positioning evolves from A1 Ries and Jack Trout's new positioning theory of "Paying attention to the consumer" to "Paying more attention to the competitor". In this way, the author strives to integrate the theories of western marketing giants with Chinese reality of construction pump marketing to find out the theories and approaches that are western-theory-based and conform to Chinese marketing reality as well.