Establish Target Market Selection Model:Take A Company High Voltage Motor Market As An Example

After experiencing the rapid economic growth in the past decade,the economy in China has transform into a new stage of deeper structural adjustment.In the future,enterprises will face a more complex competition in the market.Especially in high voltage motor market,with the gradually improvement of national de-production policy the fixed asset investment speed continues decreased in heavy industry market,while heavy industry segment is the main market of high voltage motor.Therefore,the competition between high voltage motor enterprises will be stronger.During the process,not only Chinese enterprises,but also foreign enterprises are facing the challenges.Nowadays,more and more foreign enterprises are relay on the Chinese market.Meanwhile,Chinese companies are experiencing rapidly growth.Under this circumstance,how to make the marketing strategy based on their own characteristics,how to select the right target market segment to maximize the profit has become an urgent topic in front of foreign companies.Especially for the high voltage motor manufacture companies.This research explored the subject of high voltage motor market segment evaluation and selection.This paper is based on the theories of marketing strategies including market segmentation,market segment selection and target market positioning.Meanwhile,by considering the characteristics of high voltage motor companies,apply the GE matrix as an analytical tool,from outside market attraction to companies’ competences,to establish a market segment evaluation model.To analyze the influence factor of market attraction and companies’ competences,a questionnaire survey has been done.Apply the Analytic hierarchy process method to define the weight of the difference influence factor in the model,the matrix analysis improved a lot in terms of scientific and relevant.Therefore,the research conclusion is more effective and could be a useful guideline for company executives.The contribution of this research is applying the GE matrix in market segment evaluation and selection in high motor market.The matrix model integrated the characteristics of high voltage motor market and used the analytic hierarchy process to define weight the influence factor.It provides theoretical support and market segment selection model for high-voltage motor enterprises make the marketing strategy.Hopefully,this research could become a wonderful tool for high voltage motor companies to evaluate and select target market and support the company management tomake the correct decisions on sales strategy.