E3S Web Conf.
Volume 218, 20202020 International Symposium on Energy, Environmental Science and Engineering (ISEESE 2020)
|Number of page(s)||5|
|Section||Research on Energy Technology Application and Consumption Structure|
|Published online||11 December 2020|
Marketing Segmentation in Consumer Product Industry
The Chinese University of Hong Kong, Faculty of Business Administration, Hong Kong, China
Marketing segmentation is widely used for targeting a smaller group of market in consumer product industry, and is useful for decision makers to effectively focus on their consumers’ purchasing behavior based on one marketing mix. In order to have a better understanding of the relationship between marketing segmentation in conventional business field and data science field, marketing segmentation is introduced from the perspectives of business and data science in this paper. In addition, on the basis of the introduction of both methods, conclusion can be drawn that data science methods are used in marketing segmentation as an assistance to present more precise output, based on the theory generated in business practice.
© The Authors, published by EDP Sciences, 2020
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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