Study On Consumer Behavior-Based Market Segmentation

With the development of customer relationship management and the change of marketing idea, more and more enterprises make the consumer markets as the focus of the competition. The diversity of the customer demand and the limited resources of the business, make the market segmentation become inevitable. Therefore, how to carry out effective market segmentation is extremely important.Based on above and market segmentation-related theories, this thesis first analyzes the market segmentation based on demographic, lifestyle, value and consumer behavior. On this basis, effective markets are cleared; Then, consumer behavior and customer satisfaction-related theories were studied, based on the impact of customer satisfaction on consumer behavior, we add the factor of consumer behavior on the original model of customer satisfaction, and the model of the impact of customer satisfaction on consumer behavior is set up; Next, combined with the traditional consumer behavior-based market segmentation process, on the basis of the original marketing decision model of consumer behavior-based segmentation, we add the variable of customer satisfaction, and the model of consumer behavior-based market segmentation is built; Finally, based on above, through the market segmentation of Xi'an"M-Zone", the model of consumer behavior-based market segmentation is verified, and it also illustrates the theoretical study carried out in this article is suitable for enterprises in practical applications.