The Impacts of Market Segmentation on Thermal Power Generation Efficiency

China’s power industry is in a critical transformation period. The new round of power system reform in 2015 will have a profound impact on China’s power industry. Therefore, it’s necessary to analyze the influencing factors of thermal power generation efficiency. Based on the thermal power generation industry related data in China’s 30 provinces from 2005 to 2017, this paper studies the impacts of market segmentation on thermal power generation efficiency in China. And the empirical result shows that the market segmentation exhibit significant negative effects on the thermal power generation efficiency, that is, the thermal power generation efficiency significantly decrease 1.6799 for each unit increase of market segmentation index of thermal power industry. Besides, by decomposing the dynamic thermal power efficiency index, we find that the “innovation effect” is the primary channel for the market segmentation to make effects on the thermal power generation efficiency. Furthermore, our findings are still robust after considering endogenous problems and eliminating the relevant data. Finally, research conclusions of our study paper provide empirical supports for the efficient development of China’s power market.

Wine market segmentation by age generations in the Western US: expectations after the COVID-19 pandemic

Purpose The purpose of this paper is to investigate if differences exist between the four wine-consuming generations in wine purchasing behavior, the desirability of wine attributes when making a purchase decision and information sources used. It examines if generational market segmentation is an actionable and valuable strategy for the wine industry. Generation Z, Millennials, Generation X and Baby-Boomers are the four generations examined. This research also investigates if the generations behaved differently concerning wine consumption during the COVID-19 pandemic. Further, expectations concerning future wine purchasing behavior are examined. Design/methodology/approach An online survey was conducted between April 29, 2020 and May 7, 2020, with a sample size of 944 consumers from Western US States (California, Washington, Idaho, Oregon and Nevada). One-way analysis of variance technique and Chi-square tests were used to examine differences. Findings Segmentation by generation is appropriate when creating products, pricing, determining channels of distribution and creating messaging for a specific wine brand. The COVID-19 pandemic caused channel shifting that is expected to continue after the pandemic. Originality/value This is the second academic paper that examines differences in wine purchasing behavior between generations including Generation Z and the only study that examines the purchasing behavior changes and expectations for the future by generation concerning the COVID-19 pandemic. Research limitations/implications A national survey should be conducted to confirm that the results from the sample that was mostly from California and neighboring states reflect the national wine consumer in the USA. Practical implications The research identifies the products, prices, channels of distribution and messaging that are appropriate to target each generation.

Market Segmentation of Online Reviews: A Network Analysis Approach

With the popularity of online reviews, brand managers have opportunities to segment their markets according to the reviews of their products or services by customers. Nonetheless, it has been suggested that traditional market segmentation methods are ineffective at analyzing online review data due to the complex features and large amount of this type of data; specifically, traditional methods fail to take into account the networked nature of interactive relationships among reviewers and brands across online review websites. Accordingly, this study proposes a network analysis approach for the market segmentation of online reviews. Collecting samples from Yelp via web scraping, this study demonstrates how network analysis techniques can be utilized to segment online reviewers through a four-step process. The results reveal the core and peripheral market segments, as well as the bridge segment in the core. The study contributes to offering marketing researchers and managers a new network structure analysis approach for the market segmentation of online reviews.

Market Segmentation and Dark Tourism and the (Post) Pandemic Scenario

Dark tourism is a segment of tourism that has been growing in recent decades and is strongly associated with tragedy and mystery. There are several academic researchers who present literature on this specific group of tourist consumers. As a result, 2020 was strongly marked by the pandemic of the new coronavirus (COVID-19). This chapter presents a reflection on the role of dark tourism in the pandemic and post-pandemic period. From an interdisciplinary perspective, this chapter presents contributions to (dark) tourism, marketing, and pandemic management.