현재 위치 - 중국 분류 정보 발표 플랫폼 - 여행정보 - What are the basic principles of financial market segmentation?

What are the basic principles of financial market segmentation?

Financial companies need to segment the financial market based on the market structure, characteristics of potential customers and their own advantages. This is a very creative activity and must be followed when segmenting the financial market. The following principles.

First, it is measurable. Measurability means that various factor variables of market segments can be measured, and at the same time, the size and purchasing power level of each segmented market are relatively certain. Market segments must be able to be identified and measured, market segments must have clear boundaries, and at the same time, various market characteristics of market segments can be identified and expressed.

Second, it is profitable. Profitability refers to the size of the market segment that has the potential and magnitude to enable financial companies to achieve profitability, that is, whether the target market selected by financial companies is easy to enter. Based on the current human, financial, material and technological resources of financial companies, conditions to capture the target market through appropriate marketing mix strategies.

Third, it is accessible. Accessibility means that financial enterprises can enter the target market segments through appropriate marketing strategies and provide effective financial services to customers in the market. That is, the selected market segments must have sufficient demand and certain development. potential, enabling financial companies to earn long-term and stable profits. It should be noted that demand is relative to the company's products and does not generally refer to the general population and purchasing power.

Fourth, it is sufficient. If market segmentation is carried out excessively, the resulting market segments will be so narrow that the cost of serving each segment exceeds the revenue generated. Therefore, the size of the segmented financial market should be large enough and there should be enough customer capacity to attract financial institutions to operate.

Fifth, it has stability. The segmented market must remain relatively stable within a certain period of time in order to plan it reasonably, formulate a longer-term marketing mix strategy, effectively occupy the target market and avoid short-term behavior.

Sixth, it has feedback capability. Market segments can respond promptly to different marketing mix activities of financial institutions so that financial institutions can adjust their marketing strategies.