Research On Industrial Microwave Industry Market Segmentation And Target Market Selection

The 1950s,after the birth of market segmentation theory, the target market segments for marketing began to be widely used in many industrial products companies. In the 21st century, communication between manufacturers and customers is becoming more frequently, a detailed market analysis will be made to identify suitable market segments in most of the industrial production products. Activities of market segmentation has become a key deciding factor in marketing success. After making market segments the enterprise should to assess for each segment to determine whether the market is attractive enough, and then to select the target market using differentiation strategy or focus strategy. Selecting a right target market is critical, it is related to the business development goals and marketing strategy formulation.Industrial microwave equipments are used in a wide range of applications, covering all industries. Since the last century 90s, the microwave industry was rapidly developed, and emerged a large number of small and medium microwave enterprises, but has not formed a relatively clear industry segments. This industry abandoned too much microwave equipments, which created a lot waste to society, also causing undesirable social impact, and made serious obstacle to sustained a healthy development to microwave industrial. In the Eleventh Five-Year Plan our country proposed emissions-reduction targets, what has been well implemented in recent years. Industrial microwave advantages: energy saving, environmental protection, efficient just to meet the state's energy conservation policy, which offers new opportunities to the further development of industrial microwave business.This paper analyzes the key variables to determine market segmentation, use matrix analysis carried out segments for industrial microwave industry, then determine the final segmentation results.Then evaluate the various market segments using the appropriate indicators, determine the best six market segments, and make suggestions to target market selections for the enterprises in the industry, and also combine with the situation in Henan, useing a microwave business for analysising the market segment the enterprise should enter at present under the actual situation of the enterprise . The main purpose of this paper is through scienctific segmenting of the market, help the small and medium enterprises understand the market, identify their target market within the industry, and make marketing strategies for further develop, use national policies lay a solid foundation for their long-term and rapid development. It has some theoretical and practical significance.