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Research on the Segmenting of Security and Protection Service Based on the Perceived Value

Author: ZhengYunFeng
Tutor: XiaoSheng
School: Liaoning University
Course: Business management
Keywords: Interest Market segmentation Security Services Customer perceived value
CLC: F224
Type: Master's thesis
Year: 2011
Downloads: 98
Quote: 1
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Abstract


Security Service is a new service industry , which assisted from the initial sale of security equipment accessories gradually developed into an independent and complete business module , and with the further development of the security industry , this service will affect the entire security industry development trend , affecting its future direction . Security services market is a huge market has attracted many enterprises have joined , causing the industry is fierce competition in the market , and even lead to vicious competition. Under such circumstances, it will seriously affect the security services industry healthy and orderly development . In the fierce competition, effective market segmentation and target market selection can help companies find the right piece of their own development , \development . Market segmentation in marketing plays an important role, and benefit segmentation of the population compared to traditional geographic breakdown , mental breakdown and behavioral segmentation method is more effective and benefit segmentation of consumers seeking the real interests as the starting point , dig their real interests behind consumer demands , and in the interest demands as market segmentation criteria for the classification , scientific and effective identification of the different sub-groups . Therefore , we use this method as a primary research tool market segmentation . In this paper, the market segmentation, target market selection and customer perceived value theory , based on consumer demand from the consumer 's economic interests , functional benefits , social benefits , emotional and cognitive interests as the starting point in five areas of interest design the 30 variables of interest ; choose Shenyang City as a security services market survey area , after in-depth surveys to collect consumer interest demands for security services, data information , using statistical analysis software SPSS17.0 for factor analysis, cluster analysis and cross- table analysis , security services market will eventually be divided into seven different types of sub- segments ; at the end of this article , for each segment of the market characteristics of consumer groups , the corresponding marketing advice. This study of the security services and the development of enterprise development strategies STP has some reference.

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CLC: > Economic > Economic planning and management > Economic calculation, economic and mathematical methods > Economic and mathematical methods
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