The Research On Network Market Segmentation Based On Benefit

The fast development of the Internet drives new vigor and opportunities to the world's economy , especially, with the development of the new commercial technology and network technology, the Internet technology application has achieved the unprecedented progress .The network is not only a latent big market, but also a new commercial carrier with huge potential. In the network economy age, the commodity retail has a new way network marketing. Shopping on-line also becomes one fashion which the consumers now pursuing. The investigation demonstrates that the consumers shopping on line every year are growing steadily; the growing interests of users to the network shopping mean that in the future several years, China will be cultivating a huge expense market of electronic commerce.The same with the traditional marketing, the network marketing also needs market segmentation. The segmentation of the network market has some differences contrasted with the same traditional consumable market based on the network market characteristic, therefore, the network retail merchant needs to seek new marketing strategies and marketing tools which are suit for the network marketing. This article is precisely based on the understanding and analysis of the purchasing behaviors of the consumer on-line (the whole process includes consumers' demands stimulated by marketing and environment and the finally purchasing decision-making), proposed the segmentation method of the network market.The paper about benefit segmentation of network market was discussed as follows: firstly the development of the research in the field was explained in and abroad, including several important methods and the traits and defaults of the method application in research reports; Secondly, we outlined the benefit segmentation for network marketing. Several outstanding definitions of benefit were reviewed with the meaning changing from characteristics relating to the product to a logistic chain connecting the human action to the psychology. At the same time, we presented three kinds of segmenting techniques which used...