Market Segmentation Target Market Research

Segmentation is the base of marketing. The paper gives a critical review to the market segmentation research from such four aspects as research perspective, segmentation criteria, segmentation method, and consumer assumption of segmentation of segmentation model. There exists a series of problems in these researches. Meanwhile, the paper makes an analysis about the evaluation and operation of target market. Some problems exits in these questions: there are too much variables in segmentation and they are correlative each other; In order to develop the theory, we must develop some new variables. What's more, the methods and tools of segmentation must be strengthen. So as the solution to these questions and the future research direction, the author proposes to develop a new consumer behavior theory and a corresponding market segmentation theory.The results of this paper are: developing the marketing segmentation and bring forward some variables; Connecting the marketing segmentation and the method of principal component analysis and testing the idea by giving an example.In a word, the research is necessary to the development of marketing segmentation'theories.