Segmentation of both reviewers and businesses on social media

Employing online consumer reviews, this research develops a market segmentation procedure that is feasible to businesses present on social media. Because online reviews typically encompass large numbers of both reviewers and businesses, this data structure allows for both reviewer segmentation and business segmentation. This two-side segmentation approach segments not only reviewers in the preferences expressed in their reviews, but also businesses in their business practices specified in the reviews. Whereas common existing segmentation approaches predominantly use survey and transaction data, the proposed procedure uses publicly available and detailed consumption information in such reviews. A large number of product features elicited from such reviews lead to rich and detailed profiling of both reviewer segments and business segments. Using restaurant reviews on Yelp, this research demonstrates how the proposed procedure can help businesses develop segmentation strategies on social media.     

Bridging Industrial Segmentation Theory and Practice

Purpose: Segmentation is seen today as a core concept within mainstream marketing. While industrial segmentation has received considerable attention within academic literature, there have been many reports on companies having problems using, applying, and implementing the principles of segmentation. Authors criticize the literature on segmentation for giving too little attention to implementation, providing marketers little help and guidance on how to make segmentation work in a practical environment. This article addresses some of these problems.

Methodology/Approach: The objective of this article is to design a process with methods and activities for segmentation by building on action research case study data from a large Danish industrial company.

Findings: Along with important considerations, this article presents the process of segmentation using a build-up approach based on qualitative market data. The process is practical and easily approachable for companies. The purpose behind segmentation is strategic—identify target segments and facilitate the planning of future product offers. It is argued that segmentation should be dedicated to the purpose and context of the company. This case illustrates how the company adapted segmentation theory to their particular needs.     

Evaluating the Appropriateness of Market Segmentation Solutions Using Artificial Neural Networks and the Membership Clustering Criterion

The appropriateness of a given segmentation solution is a key consideration in all marketing segmentation studies. By appropriate, it is meant that not only has the optimal segmentation solution been identified, but also that the proper number of segments to market to has been correctly specified. This research focuses on the second, and more fundamental, issue of determining the appropriate number of segments in a marketplace. If the appropriate number of segments is over-specified, marketers may over-segment the market and treat audience segments separately that could effectively be treated inclusively. Conversely, if the appropriate number of segments is under-specified, marketers may under-segment the market and fail to identify distinct, viable segments that should be marketed to separately.The issue of market under- and over-segmentation may be addressed with the membership clustering criterion (MCC), an analytical technique based on fuzzy sets derived from artificial neural networks (mathematical models of animal nervous systems). Using artificial and real world data sets, we empirically test the MCC, compare it to existing methods for determining the number of segments in a market, and demonstrate its advantages in evaluating the appropriateness of marketing to different numbers of market segments.     

Awareness Advertising and International Market Segmentation

In recent years, multinational corporations have increasingly employed advertising in markets where their products are not available. Such ‘awareness advertising’ is only in small part for products that are likely to be introduced in those markets in the near future. A significant and larger part of awareness advertising is for products that are unlikely to be sold in the particular market because of government restrictions on commercial importation and sale. In this paper, we will analyse the motivation behind the use of awareness advertising, the benefits that multinational firms may receive from such advertising and its implications for international market segmentation. The paper concludes with a discussion of areas for fruitful future research on awareness advertising.     

Business Market Segmentation Procedure for Product Planning

This paper demonstrates a market segmentation procedure that responds to the information needs associated with business product marketing. We outline several important criteria that such a procedure that addresses those criteria. We illustrate use of the procedure by applying it to the US information processing market with considerable success. We close with a discussion of the uses and limitation of the procedure and the need for further research.     

税收竞争与市场分割

财政分权背景下,财权、事权和财力的不匹配使得地方政府采取策略性行为是其作为理性决策人的应然选择,地方政府往往会基于经济增长和税收双重目标而利用税收工具开展税收竞争,进而造成市场分割等问题。考虑到空间依赖性的存在,本文采用动态空间杜宾模型来考察税收竞争与市场分割之间的关系。研究发现,“为税收而竞争”在地方政府间存在,而竞争导致的税负下降将加剧市场分割;从分税种来看,所得税对市场分割的直接效应显著负相关,但三大税种的空间溢出效应并不明显;从时空异质性上看,地方政府的策略性行为在时序和区域上有所差异;市场分割敏感程度在时序上动态调整,区域内协同效应有待增强。为避免地方政府税收竞争恶化、异化和宏观福利损失,需要重视由此导致的市场分割的治理,建立现代化财政体制,深化税收制度改革,打造服务型地方政府等,这些也都是构筑国家治理体系和治理能力现代化的基础性支撑。     

Country Segmentation of the International Tourism Market Using Propensity to Travel and to Spend Abroad

ABSTRACT

Two new segmentation variables for the global international tourism market were operationalized. These variables were used to segment the countries of the world into nine market segments, which include heavy travelers, heavy spenders (HH); heavy travelers, medium spenders (HM); heavy travelers, light spenders (HL); medium travelers, heavy spenders (MH); medium travelers, medium spenders (MM); medium travelers, light spenders (ML); light travelers, heavy spenders (LH); light travelers, medium spenders (LM); and light travelers, light spenders (LL). The profile of these country segments were further examined using discriminant analysis. Implications of findings for targeting and promotion strategies are discussed, and directions for future research are given.     

劳动力市场分割的自增强机制研究

借鉴经济学中的自增强机制理论,本文从历史变迁的视角对劳动力市场分割的形成、发展和趋势进行研究,认为我国劳动力市场分割存在一个局部正反馈的自增强循环系统。我国劳动力市场分割导致劳动密集型产业快速发展,而劳动密集型产业的快速发展导致我国人力资本收益的减小和人力资本投资量的不足,从而进一步加剧劳动力市场分割程度。因此,退出这个循环是缓解我国劳动力市场分割程度的关键。     

CHAID分析在抽油烟机产品市场细分中的应用

市场细分是企业战略营销的重要组成部分。根据一些调查数据显示,把抽油烟机市场细分变量区分为广度细分变量和深度细分变量,如果与传统市场细分方法进行对比,可了解到CHAID细分方法的优越性,方能用该方法对抽油烟机整体市场和潜在市场做以细分。     

互联网普及、市场分割与农民经营性收入

经营性收入是农民收入的重要来源，新阶段促进农民增收的难点在于如何确保经营性收入有较快和稳定的增长，而信息化是关键的破解手段。随着农村互联网的不断普及，农民经营性收入增长迎来新机遇。基于2005-2018年省级面板数据的双向固定效应模型回归结果表明，互联网普及显著促进农民经营性收入增长，同时扩大了农民经营性收入的区域差距和群体差距；降低市场分割是互联网普及促进农民经营性收入增长的重要作用机制；东部地区在互联网普及促进降低市场分割上率先取得显著成效，而中西部地区仍需为互联网普及红利的释放积极创造条件。     

市场细分理论的新发展

市场细分理论被广泛地运用于指导企业的市场营销活动,在加强企业市场竞争力方面起到了重要作用。随着市场营销实践的发展,市场细分理论逐渐向两个极端发展,形成了超市场细分理论和反市场细分理论。文章认为,既不能简单地否定超市场细分理论,也不能简单地否定反市场细分理论,两者在实践中各有不同的适用时期和范围,只有充分把握,才能正确地指导企业的营销活动。     

Product Attribute-Based Voter Segmentation and Resource Advantage Theory

Political parties have long since targeted the marginal constituency and floating voters using demographic segmentation approaches and the use of market segmentation techniques in general election campaigns is now well-documented (see Johnson 1971; Ahmed and Jackson 1979; Yorke and Meehan 1986; Baines et al. 2003). The actual practice of segmentation as undertaken by political parties and its relation to theory is less well-considered. This paper represents a serious attempt to outline how political parties targeted a priori segments of the electorate including gender, age and lifecycle in the 2005 British General Election when they should have been adopting a product attributed-based approach. Selected MORI surveys from April 2005 were analysed, using logistic regression to indicate the most important factors in determining how Britons vote. Principal components analysis provides an indication of how the three main British political parties are perceived. The paper discusses, using resource-advantage theory (Hunt 1995; Hunt and Arnett 2004) how political parties might use their party and leader image, and policies to build their popularity in an election campaign.     

广州经济型酒店现状及市场细分研究

本文首先分析了广州经济型酒店的现状及其特征,在此基础上结合市场细分的相关理论,对广州经济型酒店市场进行市场细分,并从市场细分、差异化经营以及网络营销三个方面对广州品牌经济型酒店的发展提出相关建议。     

Market segmentation with choice-based conjoint analysis

Choice-based conjoint analysis has increased in popularity in recent years among marketing practitioners. The typical practice is to estimate choice-based conjoint models at the aggregate level, given insufficient data for individual-level estimation of part-worths. We discuss a method for market segmentation with choice-based conjoint models. This method determines the number of market segments, the size of each market segment, and the values of segment-level conjoint part-worths using commonly collected conjoint choice data. A major advantage of the proposed method is that current (incomplete) data collection approaches for choice-based conjoint analysis can still be used for market segmentation without having to collect additional data. We illustrate the proposed method using commercial conjoint choice data gathered in a new concept test for a major consumer packaged goods company. We also compare the proposed method with ana priori segmentation approach based on individual choice frequencies.     

Market Segmentation by Exploring Buyer Lifestyle Dimensions and Ethnocentrism Among Vietnamese Consumers: An Empirical Study

ABSTRACT

Studying consumer lifestyles and ethnocentrism is a unique way of finding out buyer behavior and market segmentation. This paper identifies consumer market segments existing among Vietnamese consumers by using lifestyle patterns and ethnocentrism. Data for the study was collected through personal interviews in two main cities in Vietnam, Ho-Chi Min City and Hanoi, which attract growing urban industrialization and population migration rapidly degrading places. Survey findings indicated that ten lifestyle dimensions among the Vietnamese consumers had an influence on their ethnocentric tendencies and buying behavior. The findings provide some implications to marketers who currently operate in or are planning to enter into the Vietnamese market in the near future.     

Socially Constructed Realities and the Hidden Face of Market Segmentation

Market segmentation is a construct that has existed in the marketing literature for the past fifty years and perhaps longer in practice but without a label. During that time segmentation has received considerable interest from researchers in the marketing discipline and a number of different perspectives have contributed to its development as it is now understood. This paper identifies these differences of perspective. Nevertheless, from the earliest construction to its present position fundamentally little has changed and the concerns raised in its practical application remain. Furthermore, at a base level it can be argued market segmentation is commonly understood. However, under different conditions with different dimensions the challenge to segmentation lies, paradoxically, in a broadening of the heterogeneity that the approach was designed to handle. This conceptual paper adopts a social constructionist stance to examine this central tenet of marketing theory and practice. Thought trials are conducted through conjecture and compared to notions of self and group identities with the purpose of establishing a socially constructed understanding of segmentation. Implications for theory building research and marketing practice are drawn from the conclusions.     

Who should practice price discrimination using rebates in an asymmetric duopoly?

Price discrimination is generally thought to improve firm profits by allowing firms to extract more consumer surplus. In competition, however, price discrimination may also be costly to the firm because restrictive incentive compatibility conditions may allow the competing firm to gain market share at the discriminating firm’s expense. Therefore, with asymmetric competition, it may be the case that one firm would let the other firm assume the burden of price discrimination. We investigate optimal segmentation in a market with two asymmetric firms and two heterogeneous consumer segments that differ in the importance of price and product attributes. In particular, we investigate second-degree price discrimination under competition with explicit incentive compatibility constraints thus extending prior work in marketing and economics. Focusing on the managerial implications, we explore whether it would be profitable for either or both firms to pursue a segmentation strategy using rebates as a mechanism. We identify conditions under which one or both firms would want to pursue such segmentation. We find that segmentation lessens competition for the less price-sensitive consumer segment and that this results in higher profits to both firms. A key to understanding this result is that segmentation leads to consumer remixing. We establish the key result that if firms are asymmetric in their attractiveness to consumers, the disadvantaged firm in our model is more likely to pursue a segmentation strategy than its rival in equilibrium. We then ask whether this result prevails in practice. To this end, we explore competitive segmentation empirically and are able to verify that disadvantaged firms indeed pursue segmentation through rebates with greater likelihood.     

因子分析法寻求物流企业市场细分变量的研究

物流企业选择合适的细分变量对准确细分市场以及制定营销策略有着非常重要的作用。本文利用因子分析法,从众多的可用细分变量中寻找出具有代表性的物流企业市场细分变量,为物流企业的市场营销管理提供参考。