The Research Of Marketing Segmentation Based On The Value Of Symbolic

When a society has changed from product-based to consuming-based, the products are more abundant and consumer demands are more individual, thus consuming is not only to satisfy some functional benefits but also to satisfy some symbolic ones. The symbolic value of the products has surpassed the functional value, and been the internal factor to cause consumer's purchase.The symbolization of consuming makes the model based on marketing segmentation more limited in practical application. In modern society, the consumer behavior varies widely according to their life style, and the marketer can segment market in terms of life style. However, in a consuming-based society, the life state is much more unstable, accordingly, the marketing segmentation model base on life state has proved limited, too. What's more, the individual consuming makes the segmented market smaller and smaller, so the traditional segmenting methods are meaningless, that is why a new method is needed.The marketing segmentation model based on symbolic value remedies the traditional ones and introduces new segmenting standard which segments market in terms of symbolic values, exploring the taste of consumers and affording corresponding products or services. This model is propitious to the research of fragmental segmenting market. Furthermore, it can segment a market consisting of only one consumer. As to marketing manager, this model is good to keep consumers loyal, to reduce the risk of new product distributing and to stretch the brand.