Research on the market segmentation of Logistic model (2)

　(ii) Analysis of results

From the size distribution of the circle in Figure 1, the larger the right circle, the greater the market endowment, the larger the market size. From the horizontal direction, the provinces and cities of the right half of the dotted line are developed in the east, and the left half of the provinces and cities are more economically undeveloped regions in the Midwest. This shows that the level of economic development in a region is positively correlated with market endowments, the more developed the economy, the higher the income level, the more likely it is to buy new products. In the vertical direction, the provinces and cities of the upper half of the dashed line are more susceptible to interpersonal communication than the lower part. Further analysis indicates that four regions have distinct characteristics:

Ⅰ District: Interpersonal communication is faster, market endowment is lower. Included in the region is mainly the western provinces, especially China's several ethnic autonomous provinces, such as Ningxia, Tibet, Guangxi, Xinjiang, Inner Mongolia, all included in the area, so called "Western minority areas." The regional economy is underdeveloped, consumer purchasing power is weak, the demand for new products is not strong, so the market endowment is low.

In the aspect of interpersonal communication, cultural background and values will affect the choice, integration and dissemination of information between the two sides, and thus affect the dissemination of information, leading to differences in interpersonal communication. The initiative of the subject to search for information in different cultural backgrounds and the search path chosen will be different. Bruce (2000) in the study, it was found that the possibility of word-of-mouth communication between the communicators and the subject in the same cultural background was greater than that between the two sides in different cultural backgrounds, and the former had stronger influence on the latter. On the other hand, according to the theory of transaction cost, people always try to reduce the risk and cost of uncertainty, so both the sender and the subject pay attention to the interpersonal communication with the people who are familiar with the cultural background. Therefore, there is a positive correlation between the interaction culture and the interpersonal communication. Similarly, because the values determine people's judgment and evaluation of things, with the same values of the spread of the two sides easily reach a consensus, and people with different values are difficult to have a communication relationship, even if there is, eventually in the dispute between the two sides collapsed. In short, people with the same cultural background and values can produce strong interpersonal influence. The minority nationalities in the same autonomous region have the same values and belong to the same culture, so they are more conducive to interpersonal communication, and the interpersonal communication in this region has a great influence on product diffusion.

Ⅱ District: Interpersonal communication is slow, market endowment is lower. The region mainly includes the central provinces of China, the economy is not developed, it may be called "Central underdeveloped areas." The region is the main birthplace of the Chinese nation, carrying 5,000 years of Chinese civilization history. The succession of dynasties, Binghuangmaluan, hardship, life precarious. Long-term historical and cultural influences have formed a situation of poverty and mutual distrust among the people. The effect of interpersonal communication is poor, the market endowment is not difficult to understand.

Ⅲ District: The region is characterized by the opposite of the Ⅱ area, with rapid interpersonal communication and higher market endowments. Including mainly China's most economically developed provinces and cities, such as Beijing, Shanghai, Guangdong, Zhejiang, Jiangsu and so on, known as the "developed areas in the east." This region is the earliest beneficiary of our country's reform and opening policy, the market economy is more developed, people's purchasing power is stronger, so the market endowment is higher. At the same time, the regional market after more than more than 20 years of development, as the cornerstone of market economy mutual trust, also to a certain extent, has been set up. On the other hand, influenced by coastal marine culture, people are more open-minded, more inclusive, and more likely to generate trust in interpersonal communication. So the area of interpersonal communication is faster.

Ⅳ District: Interpersonal communication is slow, the market endowment is higher. Mainly including Tianjin, Fujian and three northeastern provinces. In contrast to the "eastern developed region", the region is also located in the east, but in the economic lesser, and stronger than the Midwest region, so called "Eastern sub-developed regions." Correspondingly, the performance in the market endowment is lower than the "developed region of the east" and higher than the "underdeveloped area in the middle". Perhaps because the people in this area too can "fool", too much eloquence makes people have the alert mentality, the efficiency of interpersonal communication is also discounted. This characteristic may three northeastern provinces the most outstanding performance.

Iv. Conclusions and discussions

　　(i) Conclusions of the study

According to market endowment and interpersonal communication speed, the paper divides 31 provinces and cities into four sub-regions with distinct characteristics: "Western minority area", "Middle underdeveloped area", "Eastern developed area" and "Eastern sub-developed area". Although the "Western minority areas" and "developed areas in the east" are the areas with rapid interpersonal communication, the reasons are not the same: the former mostly out of cultural reasons, the latter is mostly economic factors influence.

　　(ii) Significance of the study

For enterprise marketing workers, the above market segmentation is of great significance: from the product point of view, the market endowment of high-end products, sales value higher high-grade product, the other is the sale of low-grade products, from the selection of product promotion methods to analyze, The area of fast interpersonal communication is suitable for the promotion of products in the way of personnel promotion and business promotion, and the other is to rely more on mass media communication.

For the mobile phone market, foreign mobile phone giants attach great importance to market research, and according to market research results of consumer segmentation, accurate selection of target market, accurate market positioning, they often take the high-end market tree brand, the middle-end grab profits, low-end market high school low-end take-all policy, So that domestic mobile phones only in the narrow market gap barely survive. Domestic handset manufacturers on the consumer segmentation is unclear, product positioning blurred, market failure is very natural. Therefore, the research of this paper has a reference function for domestic handset manufacturers to adopt market strategy.

　　(iii) Insufficient research

Traditional market segmentation in order to describe the characteristics of target consumer groups in more detail, it is a very difficult task to use multiple (usually 2~5) subdivision variables to divide the whole market into dozens of or even hundreds of market segments, then evaluate each market segment and choose the target market suitable for the enterprise. This article only according to market endowment and interpersonal communication speed of two subdivision variables for market segmentation, this is a rough subdivision, the provision of market information is also limited. On the other hand, if we can choose a few representative products to carry out the same analysis, and then analyze the segmented market, the conclusion may be more convincing.

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Research on the market segmentation of Logistic model (2)