Research On The Evaluation Of Target Market Segments In The Marketing Of Industrial Chemicals

After the rapid economic development,Chinese economy has entered a new normal of structural reform.Enterprises in the market will face more and more complex business situation.In the industrial products market,especially the industrial chemicals market,with the country's environmental protection requirements and the elimination of backward capacity requirements,the competition among enterprises will become increasingly fierce.Under such circumstances,how to formulate effective marketing strategies,to subdivide the market according to the industry in which the enterprise is located,to evaluate and determine the target subdividing market,to find the "Blue Sea" and to achieve higher operating efficiency has become a difficult problem to be solved urgently by the major industrial chemical manufacturing and marketing enterprises.Therefore,this paper puts forward the method of market segmentation evaluation for industrial chemicals.After summarizing the theories and research results of marketing strategy,market segmentation and target market positioning,this paper intensively researched the second step of STP market segmentation strategy,target market Evaluating and related theoretical basis.Based on the characteristics of industrial chemicals enterprises in China,after drawing on and introducing the theory and analysis tools of value chain and general matrix in strategic management of enterprises,a more comprehensive and scientific target market evaluation model is established through the two dimensions of external market attraction and internal resources of enterprises.Secondly,by using quantitative methods such as AHP and Delphi method,the influencing factors of the two dimensions in the model are deeply analyzed and the weights of each factor in the evaluation and scoring process of the model are determined,which makes the model more scientific and reasonable and close to the actual situation in the market.In addition,the feasibility and validity of the model are verified by case studies.Finally,the further development of future theories and models are discussed.The main contribution of this paper is to provide a multi-dimensional evaluation model of market segmentation,and introduce the analytic hierarchy process to distribute its weight.At the same time,the theories of marketing and strategic management are cross-applied in the model establishment.I hope that this study can provide theoretical support and application reference value of model tools for the majority of small and medium-sized industrial chemical enterprises in China to enhance their market competitiveness.