1 thought on “How to conduct customer segmentation and target customer selection?”

  1. Someone on the Internet often joked: Children only make choices, and adults have to. However, in terms of marketing, it is impossible to all need it, and no one can completely eat the overall situation.

    In the face of competition, only by making yourself differentiated can you have a line of vitality. The wider the service target, the greater the pressure of the market competition. Therefore, we need to carry out “customer segmentation”, choose target customers, focus on resources, and maximize the output.

    “Who only serves” is the more suitable competitive way of the market “latecomer” and “weak small”.

    For example, after the e -commerce platform realizes “thousands of people and thousands”, each user opens the homepage of the platform. The content and recommendation you see are different. Customized, this homepage is more suitable for everyone. Each homepage only serves one individual. This greatly increases the accuracy of traffic and indirectly increases the transaction probability.

    The customer segmentation is to use one or several dimensions to divide the customer.

    The dimensions of customer groups can be diverse, such as regions, age, disposable income, gender, family role, attention to a certain product, and so on. The more dimensions of cutting, the more meticulous the client can be divided. But it does not mean that it needs to be too small, but also pay attention to the issue of market magnitude.

    The target customer choice is from all sub -groups, only parts are selected as the main target. Through the idea of ​​one -point breakthrough, we can improve their differentiation and competitiveness relative to their peers.

    For example: Great Wall Motors, only serves off -road vehicle customers.

    The client subdivision and target customers behind them.

    The customer segmentation, and segment the customer from model preferences and price interval.

    The target user selection, off -road vehicles, below 150,000, is the target customer group that is locked in multiple client groups. This process needs to fully consider its own advantages and disadvantages, external competition, and so on to avoid powerful direct competitors and take a different approach. Therefore, the process of determining the “who only serves only” requires corporate leaders to have a strong ability and courage, and it is not easy to choose, but the selection is right, and the follow -up work will be more effective.

    In the help of the grid model

    The mesh model is a tool for customer segmentation and target customers.

    Is when customer segmentation is made, it is likely that all customers can be divided into several to dozens of customer bases, and then screened from these customer groups to determine their target customers The biggest difficulty of this process is to “structure” and “visualization” of data to improve the efficiency of decision -making.

    The actual application scenarios will not only have a single dimension to subdivide customers, but more likely to be intertwined.

    The conventional two -dimensional grid. If the horizontal vertical axis is full, you can split and add coding methods to divide the dimension of one of the axis by the dimension of the cut dimension. , So that you can increase the dimension. For example:

    A large category and B large category, there are 4 categories under the B large category, so that it breaks through the two -dimensional restrictions.

    Summary: Normally, customer segmentation and target customer choice are two steps in the order. It is two things. The former is equivalent to cutting cakes. The person is equivalent to the cakes, and what standards are used to assign different people.

    Colidal views from “minimalist marketing”

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