An Empirical Research Of Market Segmentation Strategies Based On Company A’s Case

Market segmentation theory was invented in the1950s by a marketing expert namedWendell R. Smith. In conclusion, the mayor of enterprise marketing strategy experience theconcept was first proposed. This is one kind of new concept known as the creative for theenterprise market opportunities for further discovery brings new opportunities, but alsohelp enterprises to master the different characteristics of different target markets, so as tobring companies to develop marketing strategies and pragmatic preconditions.How to find and meet this demand, market segmentation theory is one of the besttools. This thesis is to analysis a variety of domestic and foreign common marketsegmentation theory, make them as the theoretical basis of the thesis, meanwhile to studythe Company A’s status and do the detailed analysis of the problems, and the combinationof China’s leather industry market situation analysis, to develop a series based on itstheoretical market segments extend out marketing strategies for different types of productsand different needs of customers to submit detailed and actual operational marketingstrategies to enhance the company’s market share.This study attempts to study abroad through a variety of popular points of marketingtheory, focusing on a variety of different market segments how to subdivide the leatherindustry, and puts forward the effective marketing strategy.In this study, as a key role of the synthetic leather supply chain company A is theresearch object, by using the relevant theoretical knowledge of marketing, thoroughanalysis and study of company A’s marketing strategies, principles, techniques. Since thewriter has been working in this company for many years, therefore, is part of theinformation is also derived from the company A’s internal information.