客户分类工作手册
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:
1. 你能分析性地洞察你的目标市场:
You will gain an analytical insight into your target market;
2. 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;
3. 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;
4. 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;
5. 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;
6. 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
IFC-CPDF
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确定你所在的行业
Identify the industries in
which you operate
确定你的目标市场
Identify your target market
你会在《经营业绩改善项目》的模块1-3 中做过
You will have already done this in Modules 1-3 of the BPIP
请参见你的行业竞争工作手册
Please refer to your Industry Rivalry Workbooks
确定细分市场的依据
Decide upon the basis of
segmentation
将你的目标市场细分成区
别明显的客户群
Segment your target
market into distinct
customer groups
研究每个客户分类的特征
Research the
characteristics of each
segment
为每个客户分类制定一个
市场营销战略
Develop a marketing
strategy for each segment
你已在《经营业绩改善项目》的模块1-3 中完成过这一工作
你瞄准的是否是一个专小市场，或大市场？
You will have already done this in
Modules 1-3 of the BPIP
Are you targeting a niche or broad market?
Please refer to your Positioning Your Business Workbooks
你将依据人口特征还是心理特征来进行细分？
Are you going to segment on the basis of demographics or
psychographics?
请在本工作手册中参见每个依据的解释
Please refer to this workbook for an explanation of each
使用本工作手册中的工作手册
Use the worksheets in this Workbook
U
客户分类工作手册
Customer Segmentation
Workbook
有用的资源包括互联网、人口普查信息和市场研究报告
Useful sources would include the Internet, Census information
and Market Research reports
这将在你制定战略营销计划时完成。
This will be done when you develop your Strategic Marketing Plan.
T
战略营销计划模板
Strategic Marketing Plan Template
文化
Culture
消费者生活方式
Consumer
Lifestyle
社会地位
Social Status
营销活动
Marketing
Activities
动 机
Motives
情感的
Emotions
个性
Personality
价值观
Values
家 庭
Household
学习（记
忆） Learning
(memory)
参考团体
Reference
Groups
理解力
Perception
态度 / 需求
Attitudes / Needs
经验 Experiences
人口的
Demographics