毕博管理咨询工具Customer Segmentation Worksheets-Chinese.docVIP

顾 客 分 类 工 作 手 册 CUSTOMER SEGMENTATION WORKBOOK 概　述 OVERVIEW 客户细分是指把你的目标市场“细分”成“客户群体”的过程。Customer segmentation refers to the process of “segmenting” your target market into “customer clusters.” 总的来说，你瞄准的对你产品和服务有需求的市场很大，在这个市场里，有很多客户群具有相同的特征、偏好和购买行为。为了有效地向你的客户宣传，你需要分辨出这些“客户群体”或分类。Generally, the market that you are targeting for your products and services is quite extensive and within that market there exists groups of customers that share the same characteristics, preferences and buying behaviour. In order to be able to effectively market to your customers you need to be able to identify these “customer clusters” or segments. 本工作手册的目的是帮助你完成目标市场的细分过程The purpose of this workbook is to assist you through the process of segmenting you target markets 客户细分的优势ADVANTAGES OF CUSTOMER SEGMENTATION 细分你的目标市场有许多优势：There are many advantages to segmenting your target market: 你能分析性地洞察你的目标市场:You will gain an analytical insight into your target market; 你能更好地理解客户的需求和需要，这样使你能满足并超越他们的期望；You will be able to better understand the needs and wants of your customers, thus enabling you to meet and exceed those expectations; 你能理解并预测客户的购买类型；You will be able to understand and predict customer buying patterns; 拥有分析你的客户购买什么以及为什么购买的能力；The ability to analyse what your customers buy and understand why; 你能量身定做你的营销活动，因此更精确地达到你的目标；You will be able to tailor your marketing efforts and therefore more accurately reach your target; 你能将产品或品牌和一个认同的群体联系起来；You will be able to align a product or brand with an identifiable group 下一页的图表说明了你细分目标市场的重要性。The diagram overleaf explains why segmenting your target markets is important. 以上图表解释了在作购买决定时，内部影响因素会显著地影响客户。这说明了细分目标市场的重要性！ The above diagram illustrates the internal influences that typically influence consumers when making a purchase decision. It explains why segmenting your target markets is so important! 市 场 细 分 过 程 THE MARKET SEGMENTATION PROCESS 确定你的行业和目标市场 Identify Your Industries and Target Markets 制定市场营销战略的第一个也是最为关键的阶段就是确定你希望在哪个行业中运作，你想瞄准哪个