The word "niche" is the transliteration of the English "Niche". Niche marketing is also called "niche marketing" or "vacancy filling marketing", and is also called "narrow marketing". Philip Kotler in "Marketing Management" The definition of niche is: A niche is a narrower definition of certain groups, which is a small market and whose needs are not well served, or "there is a basis for obtaining benefits." Marketers usually determine niche markets. The best method is to subdivide the market into subdivisions, or to identify a differentiated group of a few people who are grouped together for specific interests.
Niche marketing means that in order to avoid direct conflicts with strong competitors in the market, companies choose small markets (called "niche markets" or "filling markets") that have been ignored by powerful companies for various reasons as their specialized services. The target is to fully meet the various actual needs of the market in order to achieve a marketing strategy that firmly captures the market. Due to the increased accuracy of online advertising targeting, niche marketing can be very successful through online means. Lao Xie believes that enterprise promotion and reasonable use of niches are the key to successful promotion.
Niche market is to find your own marketing market. If you clearly understand the niche market, you can formulate marketing strategies for the target group and achieve twice the result with half the effort. Here are a few examples.
A big enough niche. The case about Mercedes-Benz signage is a very classic and very accurate niche market. I specifically searched for Mercedes-Benz logos. There is no data on the Baidu index. I learned that a Mercedes-Benz logo costs a thousand yuan, but now some car repair shops sell Mercedes-Benz logos for more than 10 yuan or dozens of yuan. Basically, It is produced in Guangzhou. Since I have never seen any counterfeit car logos, I think there is a difference in quality. Those who can afford a Mercedes-Benz belong to the high-income class. Maybe a high-end imitation of a Mercedes-Benz car with a logo costs several hundred yuan. It is more popular. There are basically 4S stores in China. If you change the car badge there, the price should be high. In comparison, there are still few domestic Mercedes-Benz users.
Choosing a niche market also requires discernment. In Lao Xie's opinion, it is better to be the second and third person in the chosen niche market than to be the second and third person. There are people in front who are walking, and they have good learning and analysis of the people behind. There are many such examples. , the latecomers come first.
Marketable target markets can be located. It can be seen that choosing the market and positioning the market. It requires repeated argumentation and analysis using forward and reverse thinking. What is needed is seriousness and carefulness, and what is even more needed is industry experience and life experience.
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