Partition And Marketing Strategy In Demand-side Markets

According to the modern marketing theory, the center of strategic marketing of the enterprises can be defined as, the STP Marketing - Market Segmentation (Segmentation), target market (Targeting) and market positioning (Positioning). Market segmentation is the starting point of strategic marketing enterprises, starting from the demands of the consumers or customers, through market research and feasibility studies, a single market can be divided into several sub-markets with one or more similar trait (sometimes cross is between the sub-markets) from which, enterprises can choose the sub-market in the light of their own comparative advantage, or that with the investment value as their target market. The concept of market segmentation is proposed by the U.S. scientist WR Smith in the mid 50s of the 20th century, and has been widely used to guide the marketing activities of the enterprises. Segmentation is the process of the overall market be divided into thousands of sub-market in a common feature based on the difference of the consumer's buying behavior. Therefore, consumers belonging to the same segmentation, their needs and desires are very similar; and those who belonging to the different market segmentation, needs and desires are in a clear difference of them to the same product.Through segmenting the market, the project aims to find the differences of the consumer's demand through making a distinction between the different needs of consumers. That is, divided in accordance with the different nature and characteristics of the electricity customers, to analyze the characteristics of power consumption of different customer groups; the main demand; Analyze the situations and characteristics of different market segments, analyze and develop the market potential, make the different marketing strategies which are suitable for different market segmentations. Then, the enterprise is more focused and detailed on the management market, thus the market for enterprises is expanded and more benefits will win.In general, market segmentation has the following advantages: (1) Facilitate to the choice of target market and the establishment of effective marketing strategies. (2) Facilitate to better identify market opportunities for the enterprises to develop new markets. (3) Benefit to concentrate manpower, material and financial resources into the target market for the enterprises. (4) Benefit to improve economic efficiency for enterprises.