在市场经济体制下,一切经济行为都直接或间接地处于市场联系中。在市场这个大舞台上,有些企业表现出种种的不适应,步履维艰、捉襟见肘;另外一些些企业却如鱼得水,生机勃发,成为市场经济大潮中的弄潮儿。成功固然可喜,失败不可丧志,奉行市场细分化战略,是本文给那些失败的企业献上的一个良策。 一、市场细分化是买方市场的产物 市场细分化这个概念是由美国市场营销学家温德尔·斯密于50年代中期首先提出来的。战后的资本主义商品经济发展很快,随着第三次科学技术革命的深入,产品更新换代的速度加快,新产品竞相出现,市场出现了前所未有的繁荣景象,消费者和经销商不必再为商品数量少、品种少而发愁了。与此同时,垄断资产阶级及其政府推行高物价、高工资、高消费的政策,使消费者手中可支配货币增多,有效需求迅速增长。市场的供求状况发生了根本变化,由过去的供不应求转为供过于求,由卖方市场转为买方市场。在买方市场中,买主的集合形成的需求力量占居有利地位,与卖方的对抗因素增多,可以与卖主讨价还价,买方支配着销售关系,卖方之间竞争激烈,“卖难”迫使生产厂商、经销商重新做出选择,唯一的出路是转变经营观念,树立以市场导向、顾客满意、整体营销为核心的新型市场营销观念成为一种时尚,营销重心由? Under the market economy system, all economic activities are directly or indirectly in the market connection. On the big stage of the market, some enterprises showed various kinds of incommensurability, struggling and hard-pressed. Others, like the one with the slightest experience, were thriving and became beach-goers in the tide of market economy. Although successful is gratifying, failure can not be indomitable, pursuing the strategy of market segmentation, is a good policy for those who failed in this article. First, the market segmentation is the product of the buyer's market Segmentation of the concept This concept was first marketed by the United States Wendell Smith in the mid-50s. With the rapid development of the third scientific and technological revolution, the speed of product replacement and exchange accelerated and the new products appeared competing. There was an unprecedented prosperity in the market. Consumers and distributors no longer had to Small number of products, less variety and worry about. In the meantime, the monopoly bourgeoisie and its government have pursued a policy of high prices, high wages and high consumption so that the disposable currency in consumers' hands will increase and the effective demand will grow rapidly. There has been a fundamental change in the supply and demand situation in the market. From the supply exceeding demand in the past, the market has shifted from a seller's market to a buyer's market. In the buyer's market, the demand forces formed by the buyers' collections occupy a favorable position, the factors of confrontation with the seller increase, they can bargain with the seller, the buyer dictates the sales relationship, and the competition among the vendors is intense. The “selling difficulties” force the manufacturers, distributors Business to make a new choice, the only way is to change business ideas, establish a market-oriented, customer satisfaction, the overall marketing as the core concept of a new marketing to become a fashion, marketing center of gravity?