Target group segmentation

  The target group of the campaign is the office workers in China. As is mentioned in the research which is already done in China that there are more and more office workers have become the victims of the computer disease, especially those who spend a lot of time with the computers such as the web designers, journalists, editors and so on.
  The research has shown that there is about 83% of the target group have the feeling that they feel their eyes tired. 63.9% of the target group have pain on their shoulders and backs and 56.1% have headaches and 54.4% don't feel like eating, sometimes they may even feel like depression. These phenomenons are very common among the target group.
  There is also data shown that most of the graduates from college have their first job experience in the city of Beijing, Shanghai, Guangzhou and Shenzhen, which are all famous cities in China and the percentages are 29.7%, 14.9%, 5.6% and 3.9%. They also spend their 3 years' time working in these places and the percentage of this are 30.4%, 18.6%, 5.0% and 3.3%. Because these cities are first-tier cities, so once the graduates find job among these cities, the chance that they change their jobs is small.
  There is another research point out that the pressure that the Chinese office workers take is much bigger than the Europe and America. Because of the pressure, the exponent of Chinese's anxiety has increased very quickly and oon the other hand, the exponent of the sleep and sex decrease.
  The white-colars in China are under so much pressure that they feel it as beyond their limit of inheritance. The investigation has indicated that 76% of the white-colars are at sub-health situation and the ones who feel strained have taken 60% of the group. The health group has just taken a pitiful 3%.
  The health situation among the office workers is worrying. It is essential to help them have a good working life.