分众市场摆脱同质化竞争的出路（Divide the market get rid of the outlet of homogenization competition）.doc

分众市场摆脱同质化竞争的出路（Divide the market get rid of the outlet of homogenization competition） Many industry in China faces the same problem - homogeneity, especially in the emerging industry and market potential of the industry, this problem become more prominent, the consequences is that everyone in a price war, to fight in the same market. Where is the way out? Divide the market! Why do you want to divide the market There is only one reason why companies should not be a niche market: whether they can maintain reasonable and sustained profitability. If mass market can continue to be profitable, there is no need to do market share; If you cant stay profitable or even lose money in the mass market, you have to think carefully. We analyze from two perspectives: customer demand law and enterprise survival law: 1. Law of demand evolution The key thing about marketing is how to get it right. In terms of customer demand, as the material life level is increasing day by day, there is always a group of people are not satisfied with current products and services, and put forward the higher or more personalized requirements, such as milk powder to buy baby brain formula, for children to buy calcium formula, buy sugar-free recipe for the elderly, buy yourself degreasing recipe, and so on. Because of this decentralized and individualized trend of customer demand, marketing also changes, from the original mass marketing to personalized marketing development (see figure 1). Therefore, the emergence of the market and the differentiation marketing is the trend. 2. Rules of corporate survival To survive long, a business must grasp the basic law: the dialectic relationship between the only and the first. In other words, youd better be the only in the market, and if you cant make it first, you wont be able to make a reasonable and consistent profit. However, many Chinese companies have reversed this order, which is to try to first and not consider the only. But regardless of first or first, th