Market segmentation can only be subdivided from a certain angle, and can only be analyzed in two -dimensional information. is subdivided, and only countless consumption subdivision will appear. The market segmentation analysis found from the Internet, which also includes URLs.
The precise subdivision and dynamic zone won the new generation ——————————————————————————— ———————rn 2006-5-25 资料来源:品牌传播rn 案例主体: 中国移动通信公司rn Marketing status: Market domineering
market significance: Relying on its brand strategy and market segmentation strategy, the Chinese telecommunications market has brought the Chinese telecommunications market into the era of marketing competition from resource competition.
The market effect: users in dynamic zones have far exceeded 10 million, and become the mainstream of prepaid users in mobile communication.
The case background: China Mobile, as a communication operation company focusing on mobile communication development in China, has successfully launched the two major brands of “Global Pass” and “Shenzhou Travel”, becoming a market hegemon in the field of mobile communications in China. However, the further saturation of the market, the counterattack of China Unicom, and the small spiritual turmoil made the Chinese mobile communication market diffuse the wolf smoke of the price war. The key to successful breakthroughs.
I. How does China Mobile maintain their market advantages?
“Dynamic Zone” 2003 marketing event playback:
March 2003, China Mobile launched the sub-brand “dynamic zone”, announcing that it is officially aged 15-25 years old Young people provide a special telecommunications service and distinctive tariff package;
In April 2003, China Mobile held a “m-zone) image spokesperson press conference and media promotion meeting. Taiwan’s cutting -edge singer Jay Chou joined hands with the “dynamic zone”;
-August 2003, markets of China Mobile used newspapers, television, networks, outdoor, magazines, public relations activities, etc. Express;
September-December 2003, China Mobile held the “2003 dynamic zone M-Zone China University Student Street Dance Challenge” nationwide, bringing 6 million college students to set off hip-hop frenzy;
In September 2003, at the M-Zone online event of China Mobile Communications Corporation, at the famous Asian Direct Effect Marketing Conference (DM Asia) held in Singapore, the highest honor awarded by this conference- “Best Interactive Marketing The “Gold Award, at the same time included the” Best Art Guidance “Silver Award and Best Activity Award;
In November 2003, China Mobile’s” M-Zone “(M-Zone) and McDonald’s announced formed The cooperation alliance, previously announced by the “dynamic package” of this quarter that the dynamic zone customers voted independently;
In December 2003, China Mobile fully sponsored the “dynamic zone” brand to sponsor the Channel [v] together with the central government. The “Future Music Country-U AND Me! The Tenth Global Chinese Music List” selection activities hosted by the TV station and Shanghai Culture and Broadcasting News Media Group.
“Dynamic Zone” strategy analysis
Mane mobile phone has become a common communication tool for people’s daily life. With the arrival of 3G waves, the mobile phone will rely on the support of the operating network to achieve the voice from the voice from the voice On the extension of the data business, the service content will be more diversified, and at the same time, it will bred huge market opportunities.
. Like other operators, the two major brands of China Mobile’s global passage and Shenzhou Xingxing lack differentiated market positioning, with extensive target groups, and they are eaten in size. On the one hand, the arrival of the golden age of the mobile communications market, on the other hand, the homogeneity of service and business content. In the face of the resource cake of “mobile license”, it will be divided by more and more people. The narrow and critical segmentation in the consumer group is more effective to lock the target customers. It is the key to the successful breakthrough of the customer’s brand loyalty and attracting customers in new service methods and attracting customers in new business forms.
. The accurate market segmentation, live in the new generation of consumer
According to McKinsey’s survey data, China will surpass the United States to become the largest wireless market in the world. In 2005, the number of wireless telephone users in China will reach 15-250 million, of which 4,000-50 million users will use wireless Internet services.
In above information can be seen that young new generation of consumer groups under 25 years of age will become the largest value -added group in the future mobile communication market. The brand strategy -oriented brand strategy with subdivided client groups locked students and white -collar workers between the 15 -year -old ages among the many consumer groups and generate new value -added markets.
This locking this consumer group as a customer of its new brand is the basis for the success of China Mobile’s “dynamic zone”:
. From the perspective of the current market conditions, seize the new Added mainstream consumer groups: The target group of 15 -year -old age group is an important part of the current prepaid user, and the prepaid user has become more and more mainstream for China Mobile. China Mobile has added every month. The prepaid card users are about 10 times the new contracting users in the month. They seize these young customers, and they also seize most new users in the mobile communications market.
. From the perspective of long -term market strategies, cultivating high -end customers tomorrow: young users based on college students and company white -collar workers have great potential demand for mobile data business, and their purchasing power will continue to grow. Effectively will be effective. Locking this part of the consumer group will slowly change from low -end customers to high -end customers in three or five years. The company has laid a foreshadowing for the advantage of occupying the future competition and gradually cultivated the market.
3. From the perspective of mobile brand strategies, a comprehensive market coverage is formed: global positioning of high -end markets, providing targeted mobile office and business service functions for business and successful people; Ordinary customers need to call; “dynamic zone” effectively locks the fashion users of college students and corporate white -collar workers, launch voice and data package services, comprehensively attack the mobile communications market, restrain competitors, and form preset threats.
. The unique brand strategy alternative emotional interpretation brand new realm
“dynamic zone” target customer group is positioned as young people aged 15 to 25, in terms of psychological characteristics They are pursuing fashion, interested in new things, strong curiosity, longing for communication, they advocate personality and active thinking, they have strong brand awareness, low loyalty to the brand, and they are easy to affect each other. From the perspective of the needs of mobile business, they have more applications for data business, which can mainly meet their entertainment, leisure and social needs that they implement through mobile communication.
Munning in this way to build a brand strategy that meets the characteristics of the target consumer group:
1. Dynamic brand name: “Dynamic Zone” breaks through the positive and stable of the traditional brand name, stability, stability, With Qi and special manifestations, it is full of modern impact and affinity. At the same time, the entire VI system is simple and powerful, easy to spread, easy to remember, and impact; It has given the brand personality of “fashion, fun, and exploration”, while providing consumer groups that mainly entertain, leisure, communication, and flexible and changeable tariffs;
. The cool brand language : The rebellious advertising slogan “My territory, listen to me”, and “Dynamic Zone (M-Zone),” M-Zone), young people’s communication autonomous regions! ” Draw the psychological feelings of the pursuit of independence, personality, and cooler target consumer groups to the fullest, and resonate with emotional resonance with the target consumer group;
4. The sharp star endorsement: Jay Chou, the image of sunshine and healthy image At the same time, a little unruly behavior has become a popular “cool” star. It is very appeal and influence among young people, and it is very suitable for the brand characteristics of “fashion, fun, and exploration” in the dynamic zone. It can better respond to and convey the brand connotation of the dynamic zone, so as to form a brand culture unique to young people;
its unique brand claims not only meet the consumption needs of young people, and consistent with their consumption consumption Features and culture have proposed a unique modern life and cultural method, highlighting the “value, attributes, culture, and personality of the” dynamic zone “. Injecting the psychological and emotion of the consumer group into the brand connotation is the success of the new realm of the “dynamic zone” brand.
. The integrated marketing communication is to form market interaction with experience journey
“dynamic zone” as a brand new brand, it is also a long -term strategy of China Mobile. After the market segmentation and brand positioning, China Mobile has invested a three -dimensional integrated communication. With large interactive activities as the main line, through the psychological experience of marketing, it will help the “dynamic zone” marketing in 2003!
1. Communication three -dimensional bombing: Select the news, television, network, outdoor, magazine, activities, etc. of the target group, and quickly convey the brand image, brand claim, tariff package of dynamic zones to the target consumption quickly to target consumption Groups;
. The activity is replaced by point: from the press conference to join hands with Xiao Tianwang, Xiao Tianwang’s personal concert to 6 million college students “hip -hop” interaction, alliance McDonald’s, and title sponsorship “Tenth Session of the Tenth Session The selection activity of the global Chinese music list formed the interaction of the national market, and formed a good marketing atmosphere for the market to “infect”;
. The combination of high -altitude ground: China Mobile is advertising for advertising While high -altitude bombardment and large -scale activities promotion and communication, various markets have carried out related promotion activities to enter the campus at the same time, and established campus alliances; in terms of business forms, activities such as mobile QQ, ringtone download, and tariff packages are launched to provide realistic consumer groups with reality. The service content combines the high -altitude ground;
4. Emotional experience: In all marketing and communication activities, the target consumer groups participate “Challenge, in the experience, the brand’s subtle implantation of the consumer’s mind has played a good marketing effect;
” dynamic zone “as a part of China’s long -term brand strategy, grasped section It is a high -end user of the market tomorrow, but the key is to support it with better network quality. In the marketing promotion, pay attention to the demands of soft articles, more prominent brand power, provide more personalized and comprehensive services, enhance the consumer group The brand loyalty can go far and wonderful!
Any enterprise should distinguish the most attractive market segments that can be effectively served for it, focus on corporate resources, carry out brand planning and formulate scientific competitive strategies to achieve and enhance competitive advantages. For example, there is a blood sea in the mobile phone industry, but some companies still survive with their outstanding consumers. 8848 mobile phone brand planning to lock the keywords of “success, luxury, security”, find Wang Shi to endorse, sponsor various high -end activities, and successfully win a place in the high -end mobile phone market. said so much, so how to make consumer segmentation, according to Philip Cottler’s “Marketing Management”, consumer subdivision is mainly segmented through four elements of geography, population, psychology, and behavior. 1. Geographical segmentation: that is, different markets are divided into different geographical areas. Relying on geographical segmentation consumers can also find local unique needs. For example, when Haier washing machine entered the Northern Anhui market in the early days, it was found that consumers used washing machines not only washing machines, but also used it to wash sweet potatoes. According to the use of consumer washing machines in northern Anhui, developed a special washing potato washing machine. Climb. 2. Population segmentation: Different groups are divided into different groups according to age and other variables. How to use the population variables to subdivide the consumer market, mainly through the following six variables. ① Age and life cycle: Consumers’ desires and abilities change with age, such as Jiajie and Gaoling toothpaste to provide different product types for children, adults and elderly. ② At the stage of life, consumers at different stages of life are different. The young people who are not married and the couple who are just married and have children. Obviously, the attention of the two is very different. ③ Gender: Men and women have different attitudes and behaviors. For example, men have a strong purpose when shopping, and they come back after buying. Therefore, Ye Maozhong planned “Hailan House twice a year, and a new discovery” was written for Hailan House brand. ④ income, income segmentation is more commonly used in the tourism industry such as automobiles, yachts, clothing, cosmetics. ⑤ Social class: The social class will strongly affect the choice of individuals in cars, clothing, home furnishings, and leisure. Different classes will choose different products, and the star class chooses more of the top luxury, and the chosen of the civilian class is home durable products. ⑥ generation: Each generation is deeply influenced by the era of their growth. For example, the behavior characteristics and consumption habits of the post -80s, 90s, and post -00s in China are naturally different. 3. Psychological subdivision: Differential groups are divided according to their lifestyle, personality characteristics, or values. People of the same population group will also show a great psychological characteristics. The figure below can divide consumers into a positive form, seeking pragmatism, and steady reality through the consumer consumption behavior. 4. Behavioral subdivision: Buyers can also be divided into different groups according to their understanding, attitude, usage, or reflection of the product. Generally speaking, decision -making characters are such variables. The above four methods can allow us to quickly scan our core users, and then do brand planning activities based on our own resources, so that each advertising fee is not in screened.
Analysis and research of consumer groups in our country
The dialect of the State State Bureau of Trade and Classics of the State Bureau of Statistics August 5, 2002
In the past 10 years Drading the consumer groups of high, medium and low -class. According to the survey data of the National Bureau of Statistics, the consumption and investment tendencies between different consumer groups have changed significantly. Understanding the composition, consumption psychology and behavior, and investment where the consumer class is currently in understanding the changes in the consumer needs of different groups in China , Guide production, guide consumption, and develop the market to play a role.
The income gap between different consumer group income is increasing
(1) The consumption gap between cities and rural consumer groups continues to expand. In 2001, the per capita disposable income of urban residents was 6,860 yuan, which was 2.9 times that of the per capita net income of rural residents, and the gap was expanded by 16 percentage points. If some hidden income and social welfare of urban residents are considered, the income gap is greater. From the perspective of net increase, in 2001, the per capita net income of rural residents in 2001 was 2366 yuan, a net increase of 113 yuan, and a net increase of 580 yuan in urban residents. The total amount of disposable income in urban residents throughout the year is 4.1 times higher than rural residents. The income ratio of urban and rural residents has expanded to 2.90: 1, and the ratio of living consumption expenditures expands to 3: 1.
(2) The difference between consumption difference between urban residents, especially high and low income groups. According to the survey data of residents, the income gap between urban residents in my country has continued to expand in recent years, and the Gini coefficient has increased from 0.16 in 1978 to 0.32 in 2000. The average annual income of 10 % of urban residents has an average annual income of 1,3311 yuan, accounting for 10 % of the minimum income households with an annual income of only 2653 yuan, and the gap has expanded from 3.26 times in 1992 to 5.02 times in 2000. From the perspective of income growth, the growth rate of income in different income classes is in a stepped format, that is, the higher the income growth, the faster the income, and the income growth of the middle income group is faster than the national average growth rate. The difference in income gap is different, which means that social wealth is more and more concentrated in high -income residents, and the purchasing power has a serious uneven distribution.
(3) The consumption gap between consumer groups between rural residents expands. Rural residents’ survey data are paid for five -class income according to pure income. The per capita net income of farmers and low -income groups in the lowest income group in 2000 was 802 yuan and 1442 yuan, respectively, a decrease of 6 % and 0.6 % over the previous year. The per capita net income of farmers, high -income groups and high -income group farmers in the middle income group were 2005 yuan, 2768 yuan, and 5198 yuan, an increase of 1.6 %, 3.3 %, and 6 %, respectively.
The consumption status of income groups at different levels
(1) Consumption status of low -income groups. This group mainly includes four people: first, or those who have been employed, or they have been out of the employment service center but still have not found a job. Among these people, there are many female workers, age, knowledge level and re -employment capacity, and they do not have a stable source of income. The second is those who have never worked in state -owned units, those who have never worked in state -owned units, rely on zero workers, set up small stalls to support their families, and disabled people and lonely elderly people. The third is migrant workers who enter the city. Fourth, the earlier retirement “system” personnel. These people are mainly retired from collective enterprises, and their wages are very low. The annual per capita income of low -income consumers is 2500-5000 yuan. The main reason for consumption is mainly based on basic living consumption, which affects the consumption of this level of residents’ consumption is low income level and slow increase. Due to the lower the level of income, the higher the consumer demand is, increasing the income of low -income residents will bring greater effect on promoting the overall consumption.
(2) consumption status of middle -income groups. The annual per capita income of consumers with middle -income groups is generally between 5,000 and 25,000 yuan. The income of this part of consumers is basically stable, and there is a slight surplus in addition to the daily consumption. Fast drop. In addition, the family of this consumer group accounts for 60.98 % of the total number of families in the urban family, and the income accounts for 58 % of the total income of residents. It is the main part of my country’s consumption. Their consumption behavior has the greatest impact on the overall consumption status of my country. The launch of this level of residents’ consumption will be directly related to the success or failure of the economic launch.
In information on the survey results of the basic situation of households in my country’s urban residents, the current proportion of middle -income consumer groups accounts for a large proportion, and it is in the stage of “more receipts and less support” and the accumulation of financial assets. This part of residents is a food and clothing consumer group, and its basic consumer demand has been met, and it is accumulating the increase in consumption of funds to a higher level. However, due to the concentrated advancement of various reforms such as housing, medical care, and education, these residents expected expected expected expenses, and they dare not spend money when they were rich. In the current consumption, consumption became more cautious. A large number of purchasing power has settled to obtain “future security” needs. At present, there are still considerable among urban residents -some consumers have medium and long -term consumption behavior.
(3) Consumption of high -income groups. High -income residents of life are very concerned about the improvement of the quality of life, consumption tendency has also changed significantly, and investment awareness has become increasingly rising. The survey shows that more and more high -income residents are pursuing spiritual consumption and expected consumption when consumer. Education, culture, communication, health care, and residential houses have become consumer hotspots, and pursuing fashion and personalization is becoming increasingly obvious. In 2002, 25.6 % of high -income households were ready to purchase communication equipment (including computers), 19.9 % of high -income families were ready to buy valuable home appliances, 14.4 % of high -income families were ready to buy houses (including decoration, furniture) , 12.8 % of high -income families are preparing to buy a car. Another 16 % of high -income families are preparing to invest in stocks, and 6.1 % of high -income families are preparing to invest in business and service.
The consumption status of consumer groups at different levels of rural areas
Except for individual poverty -stricken areas in my country’s rural areas, the economic level can be roughly divided into three consumption levels:
The per capita annual income of 1,000-2000 yuan per capita, accounting for about 30 % of the total number of families in the investigation (statistics in 1998). The overall life of these families has entered the stage of food and clothing. Consumption is based on necessities of life. The marginal consumption tendency is strong. The consumption demand for various consumer products has expanded. However, due to limited purchasing power, effective demand is obviously insufficient. It is mainly concentrated in most parts of the western parts, a small part of the central parts, and a few areas in the east.
It is the transitional consumption of a well -off and well -off. The per capita annual income is 2000-3,000 yuan, accounting for about 50 % of the total number of families in the investigation. The overall living standard is in the transitional phase of the well -off and well -off. The demand for consumer goods has been transitioned from the number of expansion to the quality improvement stage. It has -fixed purchase power. Demand has begun to show obvious attention to varieties, quality, brands, and grades, but it takes a certain period of accumulation to upgrade consumption capacity. It is mainly concentrated in most parts of the central, eastern and western regions.
The third is a well -off -style consumption, with an annual income of more than 3,000 yuan, accounting for about 20 % of the total number of families in the investigation. Mostly distributed in most parts of the east, a small part of the central parts, and a few areas in the west. The overall life of these families has entered a well -off. Because its handheld cash and deposits have the ability to satisfy the willingness of consumption. Therefore The desire to upgrade the structure is strong, and the concept of consumption is obviously urbanization. For wealthy families with a total number of rural families with a total number of rural families and an annual income of more than 30,000 yuan, high -end products such as color TV, home theater, telephone, air conditioning, and microwave oven have begun to consume large screens.
This levels to promote residents’ consumption
Pucting domestic demand and starting consumption, according to the characteristics of different consumer groups, formulate corresponding consumption policies and tax policies, regulate income distribution relationship, so To achieve the expected goals.
(1) High -income group: Scientific guidance to promote large consumption. The corresponding consumption environment and investment environment should be established to guide this group of consumption and attract investment. Try to promote their consumption in tourism, culture and large items, the key is to enrich their consumption content, enhance consumer goods, and guide their consumption direction. For example, the development of cultural and tourism consumption projects suitable for this -groups to reduce administrative intervention in consumption such as cars and housing, while actively improving the supply quality of these goods and services, and ultimately achieved the purpose of promoting consumption.
(2) Income group: Improve expectations and increase future consumption. For this level of consumer groups, the consumption of stimulation should mainly focus on stable income and change its psychological expectations. One must give them confidence in continuous and stable growth in income. Second, we must introduce a clear plan for reforms such as medical care, housing, and social security as soon as possible to make the future expenditure situation more clear, thereby improving psychological expectations and increasing current consumption. For those with medium -sized income, some people can guide some people to buy a house and buy a car first; for those with middle income, they can increase their cultural entertainment consumption; for those with middle -part -income income, they can increase the consumption and replacement of their durable consumer goods.
(3) Low -income group: Increase income and increase purchasing power. The government can consider adjusting the distribution of income by tax and subsidy, increasing subsidies for low -income level residents, and increasing support for low -income groups. Such as accelerating the construction of the social security system, increasing subsidies for unemployed (laid -off) personnel, improving the minimum living security system, and so on.
(4) Rural residents: increasing income and burden. For most farmers, low income level is the main reason for restricting their consumption. To increase consumption, income is the key. Under the current circumstances, the most effective way is to absorb the remaining labor of the industry through other industries, so that the income other than the farmer’s side industry has increased significantly. At the same time, accelerate the reform of rural taxes and fees, and effectively reduce the burden on farmers. By improving farmers’ income status, the various needs of residents will be transformed into realistic consumption to drive economic development.
Market segmentation can only be subdivided from a certain angle, and can only be analyzed in two -dimensional information.
is subdivided, and only countless consumption subdivision will appear.
The market segmentation analysis found from the Internet, which also includes URLs.
The precise subdivision and dynamic zone won the new generation
——————————————————————————— ———————rn 2006-5-25 资料来源:品牌传播rn 案例主体: 中国移动通信公司rn
Marketing status: Market domineering
market significance: Relying on its brand strategy and market segmentation strategy, the Chinese telecommunications market has brought the Chinese telecommunications market into the era of marketing competition from resource competition.
The market effect: users in dynamic zones have far exceeded 10 million, and become the mainstream of prepaid users in mobile communication.
The case background: China Mobile, as a communication operation company focusing on mobile communication development in China, has successfully launched the two major brands of “Global Pass” and “Shenzhou Travel”, becoming a market hegemon in the field of mobile communications in China. However, the further saturation of the market, the counterattack of China Unicom, and the small spiritual turmoil made the Chinese mobile communication market diffuse the wolf smoke of the price war. The key to successful breakthroughs.
I. How does China Mobile maintain their market advantages?
“Dynamic Zone” 2003 marketing event playback:
March 2003, China Mobile launched the sub-brand “dynamic zone”, announcing that it is officially aged 15-25 years old Young people provide a special telecommunications service and distinctive tariff package;
In April 2003, China Mobile held a “m-zone) image spokesperson press conference and media promotion meeting. Taiwan’s cutting -edge singer Jay Chou joined hands with the “dynamic zone”;
-August 2003, markets of China Mobile used newspapers, television, networks, outdoor, magazines, public relations activities, etc. Express;
September-December 2003, China Mobile held the “2003 dynamic zone M-Zone China University Student Street Dance Challenge” nationwide, bringing 6 million college students to set off hip-hop frenzy;
In September 2003, at the M-Zone online event of China Mobile Communications Corporation, at the famous Asian Direct Effect Marketing Conference (DM Asia) held in Singapore, the highest honor awarded by this conference- “Best Interactive Marketing The “Gold Award, at the same time included the” Best Art Guidance “Silver Award and Best Activity Award;
In November 2003, China Mobile’s” M-Zone “(M-Zone) and McDonald’s announced formed The cooperation alliance, previously announced by the “dynamic package” of this quarter that the dynamic zone customers voted independently;
In December 2003, China Mobile fully sponsored the “dynamic zone” brand to sponsor the Channel [v] together with the central government. The “Future Music Country-U AND Me! The Tenth Global Chinese Music List” selection activities hosted by the TV station and Shanghai Culture and Broadcasting News Media Group.
“Dynamic Zone” strategy analysis
Mane mobile phone has become a common communication tool for people’s daily life. With the arrival of 3G waves, the mobile phone will rely on the support of the operating network to achieve the voice from the voice from the voice On the extension of the data business, the service content will be more diversified, and at the same time, it will bred huge market opportunities.
. Like other operators, the two major brands of China Mobile’s global passage and Shenzhou Xingxing lack differentiated market positioning, with extensive target groups, and they are eaten in size. On the one hand, the arrival of the golden age of the mobile communications market, on the other hand, the homogeneity of service and business content. In the face of the resource cake of “mobile license”, it will be divided by more and more people. The narrow and critical segmentation in the consumer group is more effective to lock the target customers. It is the key to the successful breakthrough of the customer’s brand loyalty and attracting customers in new service methods and attracting customers in new business forms.
. The accurate market segmentation, live in the new generation of consumer
According to McKinsey’s survey data, China will surpass the United States to become the largest wireless market in the world. In 2005, the number of wireless telephone users in China will reach 15-250 million, of which 4,000-50 million users will use wireless Internet services.
In above information can be seen that young new generation of consumer groups under 25 years of age will become the largest value -added group in the future mobile communication market. The brand strategy -oriented brand strategy with subdivided client groups locked students and white -collar workers between the 15 -year -old ages among the many consumer groups and generate new value -added markets.
This locking this consumer group as a customer of its new brand is the basis for the success of China Mobile’s “dynamic zone”:
. From the perspective of the current market conditions, seize the new Added mainstream consumer groups: The target group of 15 -year -old age group is an important part of the current prepaid user, and the prepaid user has become more and more mainstream for China Mobile. China Mobile has added every month. The prepaid card users are about 10 times the new contracting users in the month. They seize these young customers, and they also seize most new users in the mobile communications market.
. From the perspective of long -term market strategies, cultivating high -end customers tomorrow: young users based on college students and company white -collar workers have great potential demand for mobile data business, and their purchasing power will continue to grow. Effectively will be effective. Locking this part of the consumer group will slowly change from low -end customers to high -end customers in three or five years. The company has laid a foreshadowing for the advantage of occupying the future competition and gradually cultivated the market.
3. From the perspective of mobile brand strategies, a comprehensive market coverage is formed: global positioning of high -end markets, providing targeted mobile office and business service functions for business and successful people; Ordinary customers need to call; “dynamic zone” effectively locks the fashion users of college students and corporate white -collar workers, launch voice and data package services, comprehensively attack the mobile communications market, restrain competitors, and form preset threats.
. The unique brand strategy alternative emotional interpretation brand new realm
“dynamic zone” target customer group is positioned as young people aged 15 to 25, in terms of psychological characteristics They are pursuing fashion, interested in new things, strong curiosity, longing for communication, they advocate personality and active thinking, they have strong brand awareness, low loyalty to the brand, and they are easy to affect each other. From the perspective of the needs of mobile business, they have more applications for data business, which can mainly meet their entertainment, leisure and social needs that they implement through mobile communication.
Munning in this way to build a brand strategy that meets the characteristics of the target consumer group:
1. Dynamic brand name: “Dynamic Zone” breaks through the positive and stable of the traditional brand name, stability, stability, With Qi and special manifestations, it is full of modern impact and affinity. At the same time, the entire VI system is simple and powerful, easy to spread, easy to remember, and impact; It has given the brand personality of “fashion, fun, and exploration”, while providing consumer groups that mainly entertain, leisure, communication, and flexible and changeable tariffs;
. The cool brand language : The rebellious advertising slogan “My territory, listen to me”, and “Dynamic Zone (M-Zone),” M-Zone), young people’s communication autonomous regions! ” Draw the psychological feelings of the pursuit of independence, personality, and cooler target consumer groups to the fullest, and resonate with emotional resonance with the target consumer group;
4. The sharp star endorsement: Jay Chou, the image of sunshine and healthy image At the same time, a little unruly behavior has become a popular “cool” star. It is very appeal and influence among young people, and it is very suitable for the brand characteristics of “fashion, fun, and exploration” in the dynamic zone. It can better respond to and convey the brand connotation of the dynamic zone, so as to form a brand culture unique to young people;
its unique brand claims not only meet the consumption needs of young people, and consistent with their consumption consumption Features and culture have proposed a unique modern life and cultural method, highlighting the “value, attributes, culture, and personality of the” dynamic zone “. Injecting the psychological and emotion of the consumer group into the brand connotation is the success of the new realm of the “dynamic zone” brand.
. The integrated marketing communication is to form market interaction with experience journey
“dynamic zone” as a brand new brand, it is also a long -term strategy of China Mobile. After the market segmentation and brand positioning, China Mobile has invested a three -dimensional integrated communication. With large interactive activities as the main line, through the psychological experience of marketing, it will help the “dynamic zone” marketing in 2003!
1. Communication three -dimensional bombing: Select the news, television, network, outdoor, magazine, activities, etc. of the target group, and quickly convey the brand image, brand claim, tariff package of dynamic zones to the target consumption quickly to target consumption Groups;
. The activity is replaced by point: from the press conference to join hands with Xiao Tianwang, Xiao Tianwang’s personal concert to 6 million college students “hip -hop” interaction, alliance McDonald’s, and title sponsorship “Tenth Session of the Tenth Session The selection activity of the global Chinese music list formed the interaction of the national market, and formed a good marketing atmosphere for the market to “infect”;
. The combination of high -altitude ground: China Mobile is advertising for advertising While high -altitude bombardment and large -scale activities promotion and communication, various markets have carried out related promotion activities to enter the campus at the same time, and established campus alliances; in terms of business forms, activities such as mobile QQ, ringtone download, and tariff packages are launched to provide realistic consumer groups with reality. The service content combines the high -altitude ground;
4. Emotional experience: In all marketing and communication activities, the target consumer groups participate “Challenge, in the experience, the brand’s subtle implantation of the consumer’s mind has played a good marketing effect;
” dynamic zone “as a part of China’s long -term brand strategy, grasped section It is a high -end user of the market tomorrow, but the key is to support it with better network quality. In the marketing promotion, pay attention to the demands of soft articles, more prominent brand power, provide more personalized and comprehensive services, enhance the consumer group The brand loyalty can go far and wonderful!
Any enterprise should distinguish the most attractive market segments that can be effectively served for it, focus on corporate resources, carry out brand planning and formulate scientific competitive strategies to achieve and enhance competitive advantages.
For example, there is a blood sea in the mobile phone industry, but some companies still survive with their outstanding consumers. 8848 mobile phone brand planning to lock the keywords of “success, luxury, security”, find Wang Shi to endorse, sponsor various high -end activities, and successfully win a place in the high -end mobile phone market.
said so much, so how to make consumer segmentation, according to Philip Cottler’s “Marketing Management”, consumer subdivision is mainly segmented through four elements of geography, population, psychology, and behavior.
1. Geographical segmentation: that is, different markets are divided into different geographical areas. Relying on geographical segmentation consumers can also find local unique needs. For example, when Haier washing machine entered the Northern Anhui market in the early days, it was found that consumers used washing machines not only washing machines, but also used it to wash sweet potatoes. According to the use of consumer washing machines in northern Anhui, developed a special washing potato washing machine. Climb.
2. Population segmentation: Different groups are divided into different groups according to age and other variables. How to use the population variables to subdivide the consumer market, mainly through the following six variables.
① Age and life cycle: Consumers’ desires and abilities change with age, such as Jiajie and Gaoling toothpaste to provide different product types for children, adults and elderly.
② At the stage of life, consumers at different stages of life are different. The young people who are not married and the couple who are just married and have children. Obviously, the attention of the two is very different.
③ Gender: Men and women have different attitudes and behaviors. For example, men have a strong purpose when shopping, and they come back after buying. Therefore, Ye Maozhong planned “Hailan House twice a year, and a new discovery” was written for Hailan House brand.
④ income, income segmentation is more commonly used in the tourism industry such as automobiles, yachts, clothing, cosmetics.
⑤ Social class: The social class will strongly affect the choice of individuals in cars, clothing, home furnishings, and leisure. Different classes will choose different products, and the star class chooses more of the top luxury, and the chosen of the civilian class is home durable products.
⑥ generation: Each generation is deeply influenced by the era of their growth. For example, the behavior characteristics and consumption habits of the post -80s, 90s, and post -00s in China are naturally different.
3. Psychological subdivision: Differential groups are divided according to their lifestyle, personality characteristics, or values. People of the same population group will also show a great psychological characteristics. The figure below can divide consumers into a positive form, seeking pragmatism, and steady reality through the consumer consumption behavior.
4. Behavioral subdivision: Buyers can also be divided into different groups according to their understanding, attitude, usage, or reflection of the product. Generally speaking, decision -making characters are such variables.
The above four methods can allow us to quickly scan our core users, and then do brand planning activities based on our own resources, so that each advertising fee is not in screened.
Analysis and research of consumer groups in our country
The dialect of the State State Bureau of Trade and Classics of the State Bureau of Statistics August 5, 2002
In the past 10 years Drading the consumer groups of high, medium and low -class. According to the survey data of the National Bureau of Statistics, the consumption and investment tendencies between different consumer groups have changed significantly. Understanding the composition, consumption psychology and behavior, and investment where the consumer class is currently in understanding the changes in the consumer needs of different groups in China , Guide production, guide consumption, and develop the market to play a role.
The income gap between different consumer group income is increasing
(1) The consumption gap between cities and rural consumer groups continues to expand. In 2001, the per capita disposable income of urban residents was 6,860 yuan, which was 2.9 times that of the per capita net income of rural residents, and the gap was expanded by 16 percentage points. If some hidden income and social welfare of urban residents are considered, the income gap is greater. From the perspective of net increase, in 2001, the per capita net income of rural residents in 2001 was 2366 yuan, a net increase of 113 yuan, and a net increase of 580 yuan in urban residents. The total amount of disposable income in urban residents throughout the year is 4.1 times higher than rural residents. The income ratio of urban and rural residents has expanded to 2.90: 1, and the ratio of living consumption expenditures expands to 3: 1.
(2) The difference between consumption difference between urban residents, especially high and low income groups. According to the survey data of residents, the income gap between urban residents in my country has continued to expand in recent years, and the Gini coefficient has increased from 0.16 in 1978 to 0.32 in 2000. The average annual income of 10 % of urban residents has an average annual income of 1,3311 yuan, accounting for 10 % of the minimum income households with an annual income of only 2653 yuan, and the gap has expanded from 3.26 times in 1992 to 5.02 times in 2000. From the perspective of income growth, the growth rate of income in different income classes is in a stepped format, that is, the higher the income growth, the faster the income, and the income growth of the middle income group is faster than the national average growth rate. The difference in income gap is different, which means that social wealth is more and more concentrated in high -income residents, and the purchasing power has a serious uneven distribution.
(3) The consumption gap between consumer groups between rural residents expands. Rural residents’ survey data are paid for five -class income according to pure income. The per capita net income of farmers and low -income groups in the lowest income group in 2000 was 802 yuan and 1442 yuan, respectively, a decrease of 6 % and 0.6 % over the previous year. The per capita net income of farmers, high -income groups and high -income group farmers in the middle income group were 2005 yuan, 2768 yuan, and 5198 yuan, an increase of 1.6 %, 3.3 %, and 6 %, respectively.
The consumption status of income groups at different levels
(1) Consumption status of low -income groups. This group mainly includes four people: first, or those who have been employed, or they have been out of the employment service center but still have not found a job. Among these people, there are many female workers, age, knowledge level and re -employment capacity, and they do not have a stable source of income. The second is those who have never worked in state -owned units, those who have never worked in state -owned units, rely on zero workers, set up small stalls to support their families, and disabled people and lonely elderly people. The third is migrant workers who enter the city. Fourth, the earlier retirement “system” personnel. These people are mainly retired from collective enterprises, and their wages are very low. The annual per capita income of low -income consumers is 2500-5000 yuan. The main reason for consumption is mainly based on basic living consumption, which affects the consumption of this level of residents’ consumption is low income level and slow increase. Due to the lower the level of income, the higher the consumer demand is, increasing the income of low -income residents will bring greater effect on promoting the overall consumption.
(2) consumption status of middle -income groups. The annual per capita income of consumers with middle -income groups is generally between 5,000 and 25,000 yuan. The income of this part of consumers is basically stable, and there is a slight surplus in addition to the daily consumption. Fast drop. In addition, the family of this consumer group accounts for 60.98 % of the total number of families in the urban family, and the income accounts for 58 % of the total income of residents. It is the main part of my country’s consumption. Their consumption behavior has the greatest impact on the overall consumption status of my country. The launch of this level of residents’ consumption will be directly related to the success or failure of the economic launch.
In information on the survey results of the basic situation of households in my country’s urban residents, the current proportion of middle -income consumer groups accounts for a large proportion, and it is in the stage of “more receipts and less support” and the accumulation of financial assets. This part of residents is a food and clothing consumer group, and its basic consumer demand has been met, and it is accumulating the increase in consumption of funds to a higher level. However, due to the concentrated advancement of various reforms such as housing, medical care, and education, these residents expected expected expected expenses, and they dare not spend money when they were rich. In the current consumption, consumption became more cautious. A large number of purchasing power has settled to obtain “future security” needs. At present, there are still considerable among urban residents -some consumers have medium and long -term consumption behavior.
(3) Consumption of high -income groups. High -income residents of life are very concerned about the improvement of the quality of life, consumption tendency has also changed significantly, and investment awareness has become increasingly rising. The survey shows that more and more high -income residents are pursuing spiritual consumption and expected consumption when consumer. Education, culture, communication, health care, and residential houses have become consumer hotspots, and pursuing fashion and personalization is becoming increasingly obvious. In 2002, 25.6 % of high -income households were ready to purchase communication equipment (including computers), 19.9 % of high -income families were ready to buy valuable home appliances, 14.4 % of high -income families were ready to buy houses (including decoration, furniture) , 12.8 % of high -income families are preparing to buy a car. Another 16 % of high -income families are preparing to invest in stocks, and 6.1 % of high -income families are preparing to invest in business and service.
The consumption status of consumer groups at different levels of rural areas
Except for individual poverty -stricken areas in my country’s rural areas, the economic level can be roughly divided into three consumption levels:
The per capita annual income of 1,000-2000 yuan per capita, accounting for about 30 % of the total number of families in the investigation (statistics in 1998). The overall life of these families has entered the stage of food and clothing. Consumption is based on necessities of life. The marginal consumption tendency is strong. The consumption demand for various consumer products has expanded. However, due to limited purchasing power, effective demand is obviously insufficient. It is mainly concentrated in most parts of the western parts, a small part of the central parts, and a few areas in the east.
It is the transitional consumption of a well -off and well -off. The per capita annual income is 2000-3,000 yuan, accounting for about 50 % of the total number of families in the investigation. The overall living standard is in the transitional phase of the well -off and well -off. The demand for consumer goods has been transitioned from the number of expansion to the quality improvement stage. It has -fixed purchase power. Demand has begun to show obvious attention to varieties, quality, brands, and grades, but it takes a certain period of accumulation to upgrade consumption capacity. It is mainly concentrated in most parts of the central, eastern and western regions.
The third is a well -off -style consumption, with an annual income of more than 3,000 yuan, accounting for about 20 % of the total number of families in the investigation. Mostly distributed in most parts of the east, a small part of the central parts, and a few areas in the west. The overall life of these families has entered a well -off. Because its handheld cash and deposits have the ability to satisfy the willingness of consumption. Therefore The desire to upgrade the structure is strong, and the concept of consumption is obviously urbanization. For wealthy families with a total number of rural families with a total number of rural families and an annual income of more than 30,000 yuan, high -end products such as color TV, home theater, telephone, air conditioning, and microwave oven have begun to consume large screens.
This levels to promote residents’ consumption
Pucting domestic demand and starting consumption, according to the characteristics of different consumer groups, formulate corresponding consumption policies and tax policies, regulate income distribution relationship, so To achieve the expected goals.
(1) High -income group: Scientific guidance to promote large consumption. The corresponding consumption environment and investment environment should be established to guide this group of consumption and attract investment. Try to promote their consumption in tourism, culture and large items, the key is to enrich their consumption content, enhance consumer goods, and guide their consumption direction. For example, the development of cultural and tourism consumption projects suitable for this -groups to reduce administrative intervention in consumption such as cars and housing, while actively improving the supply quality of these goods and services, and ultimately achieved the purpose of promoting consumption.
(2) Income group: Improve expectations and increase future consumption. For this level of consumer groups, the consumption of stimulation should mainly focus on stable income and change its psychological expectations. One must give them confidence in continuous and stable growth in income. Second, we must introduce a clear plan for reforms such as medical care, housing, and social security as soon as possible to make the future expenditure situation more clear, thereby improving psychological expectations and increasing current consumption. For those with medium -sized income, some people can guide some people to buy a house and buy a car first; for those with middle income, they can increase their cultural entertainment consumption; for those with middle -part -income income, they can increase the consumption and replacement of their durable consumer goods.
(3) Low -income group: Increase income and increase purchasing power. The government can consider adjusting the distribution of income by tax and subsidy, increasing subsidies for low -income level residents, and increasing support for low -income groups. Such as accelerating the construction of the social security system, increasing subsidies for unemployed (laid -off) personnel, improving the minimum living security system, and so on.
(4) Rural residents: increasing income and burden. For most farmers, low income level is the main reason for restricting their consumption. To increase consumption, income is the key. Under the current circumstances, the most effective way is to absorb the remaining labor of the industry through other industries, so that the income other than the farmer’s side industry has increased significantly. At the same time, accelerate the reform of rural taxes and fees, and effectively reduce the burden on farmers. By improving farmers’ income status, the various needs of residents will be transformed into realistic consumption to drive economic development.