摘要：Motivation is the drive of an individual behavior and is highly related to what people talk and behave while Segmentation is an important marketing concept for business to understand the demand of consumer and formulate marketing strategy to fulfill consumer demand. An integrated model is developed in this research to segment Karaoke TV (KTV) consumer based on both their positive and negative motivations simultaneously with empirical data. Four segments are recognized as “Not fond of KTV group (6%)”, “Having slightly bad KTV experience with low self-confi- dence to singing group (29%)”, “Having bad KTV experience with slightly self-confidence to singing (47%)”, and “Social oriented singing star (18%)”. Service strategy is further explored for each segment.
关键词：Market Segmention; Motivation; Karaoke TV (KTV)
