Market segmentation of high-tech industry standing on the TPL viewpoint

• Main Authors: Ping-Ying Lee, 李秉穎
• Other Authors: Ming-Chih Tsai
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/79993112837730588916

碩士 === 國立中興大學 === 行銷學系 === 93 === Segmentation is about identifying and targeting customer groups through their needs and wants, as well as determining which customers and need will be addressed and with what manner and intensity. The implication is that segmentation helps to homogenize markets heterogeneity and coincidentally allow for improved organizational performance by targeting specific segments of the market. So, it is an important component of successful marketing mix management within industrial settings. The review of extent literature on market segmentation indicates that there exist two major types of segmentation: macro-and micro-segmentation. Macro-segments are such as account size, geographic location, and industry size. Micro-segments are such as customer benefits, customer buying behavior, and customer decision-making. Both the macro and micro-segmentation variables have their own advantage and drawbacks. Generally speaking, the macro-segmentation variables has the readily accessible and segmentation actionable while the micro-segmentation variable seems to be superior in term of responsiveness and stability In practice, The macro-segmentation variables were much easier to be measured and found in any second hand data, but the micro-segmentation was not so easy to be measure and observed in the second hand data. The combination of two segmentation are attempted, rarely macro-and micro-segmentation, to sufficiently distinguish worthwhile target from the pool of potential buyers. Moreover, studies on macro-and micro-segmentation were few seen in industrial segmentation. Besides they were more on developing conceptual model rather than providing empirical evidence. As a result, this study aims to segment the high-tech industries located in an offshore science park in Taiwan in a micro-and macro-segmentation principal standing on the TPL’s viewpoints. Segmenting the industrial customers is important for TPL to generate effective market in this study.