Views: 1 Author: PEAK Publish Time: 2024-10-18 Origin: Original
Human potential is stimulated when faced with difficulties, and great business ideas and concepts can only be valued and adopted when enterprises encounter real difficulties. Great entrepreneurs can even create new and leading business concepts for the times. This article introduces a new marketing concept for all practitioners in the agricultural machinery industry: scene segmentation! I hope to provide assistance to domestic agricultural machinery enterprises that are struggling to overcome their difficulties.
Crowd segmentation vs. scene segmentation
The domestic agricultural machinery market has gone through three stages: the first stage is "treating everyone equally". That is to say, in the extremely hungry market, users do not choose products, and companies do not distinguish between users, similar to Ford's "customers can choose any color they want, as long as it is black".
The second stage is' rough market segmentation '. After the original market demand is basically met, users begin to have choices. At this time, users are classified and layered, and different products are provided for different users. For example, John Deere and Caixin Netherlands have launched 150 horsepower and 140 horsepower economy tractors for users with low purchasing power. However, this "rough market segmentation" is still very rough. Due to the fact that the products are still selling well, companies do not attach too much importance to users.
The third stage is' market segmentation '. Domestic agricultural machinery enterprises classify users into Northeast type, Northwest type, Middle type, Southern paddy field type, or organized users, individual users, etc.
The principle of "market segmentation" is that enterprises cannot serve all users. Serving all users means that all users are not well served, and enterprises can only serve specific users well.
The purpose of "market segmentation" is to find segmented audiences, and once segmented audiences are found, there will be segmented markets. With segmented markets, enterprises can serve specific users more targetedly, which is the logic of traditional marketing market segmentation.
It can be seen that in traditional marketing, the target audience for market segmentation is people, more accurately, users who purchase agricultural machinery. The logic of segmentation is to divide several user groups with similar needs and desires based on the differences in user needs, and develop sales strategies for agricultural machinery enterprises based on these users.
It can be seen that traditional marketing is a segmentation of the population, categorizing people with different needs and characteristics, and "birds of a feather flock together, people flock together", which is the most vivid portrayal. This kind of segmentation cannot be said to be bad, nor can it be said to be no longer effective. What I want to say is that there must be other segmentation methods besides the traditional "grouping of people". When the traditional demand space is crowded and the traditional segmentation market is saturated, someone must come up with new segmentation logic, such as "scenario segmentation".
In the domestic agricultural machinery industry, no one has yet seriously promoted the marketing concept of "scene segmentation", so it is necessary to introduce some basic knowledge to everyone.
Comparing "scene segmentation" with "crowd segmentation" will leave a deeper impression on everyone.
The segmentation logic of traditional marketing is "crowd segmentation", which is based on the differences in human needs for comparison. The difference between it and "scenario segmentation" is that crowd segmentation studies all the needs of a specific group of people. Scenario segmentation: Study the specific needs of all populations. Population segmentation assumption: People have similar needs at different times and in different scenarios.
