The three are in sequence.

according to STP theory, the market is a complex, multi-level and diversified consumer demand aggregate, and any enterprise can't meet all the demands. Enterprises should divide the market into consumer groups composed of similar demands according to different demands, purchasing power and other factors, that is, several sub-markets. This is market segmentation.

according to its own strategy and product situation, an enterprise can select a sub-market with a certain scale and development prospects, which is in line with the company's goals and capabilities as the company's target market. Subsequently, enterprises need to position their products in the preferred position of target consumers, and convey this positioning information to target consumers through a series of marketing activities, so that they can notice the brand and perceive that this is what they need. ?

STP theory means that an enterprise determines its own target market on the basis of a certain market segmentation, and finally locates its products or services in a certain position in the target market. Specifically,

market segmentation refers to the process of dividing the market of a product or service into a series of market segments according to the differences in customer needs.

choosing the appropriate market target means that the enterprise sets the market target after segmentation and makes a series of target planning around occupying the market segment.

and market positioning is to determine its products or services in a certain position in the target market in the marketing process, that is, to determine the competitive position of its products or services in the target market, which is also called "competitive positioning".

Extended materials

Here are several commonly used market segmentation methods:

(1) Geographical factor market segmentation method is to segment the market according to the geographical area where customers are located. Geographical subdivision can provide IT services across regions, and the resulting regional market generally adopts channel management mode, and sets up management institutions in different regions to manage the market development and management in this region. For example, it can be divided into southwest, north China, east China, northeast China and northwest China. Set up corresponding offices and branches. Internationally, Europe, Asia, North America and other intercontinental regions can be divided.

geographic segmentation will become an important basis for IT enterprises to provide IT services across regions. For example, HP Company is divided into Asia, North America, Europe and other regions in the world, Southeast Asia and East Asia in Asia, and regional markets such as North, East, Southwest and Central China in China, and management agencies are set up in these regions.

(2) consumer behavior market segmentation method, which segments the market according to the consumer behavior characteristics. According to the nature of consumption, the market can be divided into two market segments: business-to-business (BtoB) or business-to-consumer service market (BtoC). For example, as an IT enterprise, we can provide both ERP system for enterprises and family financial management system for individuals.

(3) the market segmentation method of human factors is to segment the market according to the social characteristics of customers. Determine the target market according to human factors and launch IT services without asking. For example, according to students and businessmen, we can divide handheld products into student computers and commercial computers.

(4) the market segmentation method of interest factors is to define the real needs of customers and potential customers and what benefits they can enjoy after meeting these needs, and then divide customers into different market regions on this basis. From this, we can identify some industry markets, mainly those industry customers who need to provide TT services to speed up information construction and enhance value. For example, telecommunications, taxation, finance, education, insurance, transportation and other industries.