【海尔产品细分市场的案例分析】定制营销让企业更有竞争力（Case study of Haiers product segmentation] customized marketing allows businesses to be more competitive）.docVIP

【海尔产品细分市场的案例分析】定制营销让企业更有竞争力（Case study of Haiers product segmentation] customized marketing allows businesses to be more competitive） Market segmentation: the market segmentation has different needs, personality or behavior groups of buyers, different market segments defined using cluster analysis and CHAID method in market research, the purpose is to make the inherent differences between individuals of the same market segments to minimize the differences between the different segments of the market increases to the maximum. For market makers, the purpose of market segmentation is to adopt a unique product or marketing mix strategy for each buyer group in order to obtain the best return. There are three advantages to market segmentation. One is to obtain high degree of loyalty from consumers, one is to protect enterprise profits, and the other is to succeed easily. Take the example of Haier. Whats the mainstream product of Haiers entry into the American market? The refrigerator, but not a large refrigerator, if we go to the United States or watching American movies can also see their kitchen, the refrigerator is very large, which is related to their living habits, they only once every week to drive shopping, when car shopping can not wait for one week to buy good food, and put back in the fridge so, must be large refrigerator. But Haiers refrigerator is not a large refrigerator, it is a small refrigerator, so small refrigerator to enter this market, what should I do? Market segmentation, that is, to find a gap product, and now Haier small refrigerator in the United States student groups have considerable buyers, because she meets market demand. Case study of Haiers product segmentation] customized marketing allows businesses to be more competitive Recently, Haier launched the custom refrigerator, the so-called custom refrigerator is a refrigerator, consumers need to design by the consumers themselves, enterprises are proposed according to the design requirement of c