客户分类工作手册
CUSTOMER SEGMENTATION WORKBOOK
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!
IFC-CPDF
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Page 3 of 20
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
状 态
SITIUATIONS
认识问题
Problem
Recognition
信息搜寻
Information
Search
评估和选择
Evaluation and
Selection
采购
Purchase
后采购流程
Post purchase
process
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