利益细分变量研究与消费者市场细分

Research on Using Benefit Segmentati on Variables in Segmenting Consumer Markets

在当今激烈的市场竞争环境中,市场细分理论对企业市场营销活动的指导作用已为越来越多的企业所认同，并引起市场营销研究人员的关注。本文从市场细分变量入手，通过对市场细分变量的四大类型和消费者市场细分组合的多样性进行分析，并以针对国内牙膏市场上主要品牌所进行的利益细分调研为例，论述了进行利益细分研究对市场营销的指导意义。

In today's hyper-competitive market environments,market segmentation theory has been increasingly accepted by more and more organizations and marketing researchers alike as one of the most useful theories in directing company's market operations.This article starts by discussing four major group of market segmentation variables for consumer markets and the variability of these combinations,then focusing on benefit segmentation studies, using the major toothpaste brands in China's toothpaste market based on the benefit sought as benefit segmentation examples,further discusses the marketing guidance implications of the benefit segmentation researches in segmenting consumer markets.