As we all know, any enterprise obtains social identity and shareholder income through the provision of product (service) from the downstream of the industrial chain. Most of the time, companies cannot enrich their product functions to the realm of all customers who can serve similar products, and cannot realize value transmission in the entire interbank market. As a result, enterprises provide specific customers with specific connotation product value for their own capabilities. These specific customers are "target customer groups". The degree of economic marketization in my country and the diverse trend of buyers' needs, the elements that constitute the industrial chain have further split, and the market segment has become a sign of the maturity of China's economy in the new century. The needs of many segmented industries have led to the growing value chain of the unit industry. When the products that eat the industry chain have become the past, the product positioning of some consumers (target customer groups) can be created. Core competitiveness. In initially determining the target customer group, you must pay attention to the strategic goals of the enterprise. It includes two aspects. On the one hand, it is to find consumer groups that need special needs and preferences for corporate brands. On the other hand, on the other hand, on the other hand, on the other hand, on the other hand, It is a group that can help companies get sales revenue and interests that can achieve expectations. By analyzing the statistics of residents' disposable income level, age distribution, regional distribution, and purchase of similar products, all consumers can be preliminarily subdivided. Consumers with sales income retain some consumer groups that may be purchased, and do some one -dimensional decomposition of consumer groups that may be purchased. Consumption habits. As the analysis method tends to be more qualitative analysis, the boundary of the consumer group that is retained may be blurred and needs further refinement and exploration.
Why find the target customer group? In the development of the Internet and the intensification of the competition in the consumer market: new brands, new tracks, new channels, and new marketing play are endless. Under the market pattern of rapid evolution, how to establish competitive barriers and continue to grow, it is necessary to regain the background of the rise of new consumption in the digital era, take insight into consumer experience as the core, reshape the brand value, and carefully lay out the growth strategy of growth. Only by comprehensively and delicately tap consumers' mental changes, such as the age, gender, consumption habits, life status, interest points and other information of consumers can provide the correct direction for the next internal innovation. High -quality consumer experience is the key to improving brand loyalty, and it is also an important foundation for enterprises to maintain a stable profit model. With the development of the Internet and the intensification of the consumer market competition, every social media released by consumers, every social interaction, and every online purchase reflect consumer habits, attitudes and behaviors. Collecting, analyzing these data, and formulating effective consumer experience decisions for the business is the business of the enterprise's business, and it is also a differentiated method of leverage growth. Om how to analyze the target customer group? The traditional market adjustment -time -consuming, labor -consuming, high costs, limited samples, and the possibility of hidden real ideas for interviewees. Social media big data -conforms to user communication and online behavior habits. Without manpower and data, it can be collected automatically all -weather. The amount of data and analysis dimensions is richer, more objective and credible. The traditional user data collection has the following challenges: 01 online and offline customers experience a wide range of contacts. The fragmented information is scattered in various departments of the enterprise. Empower management decision. 02 Traditional research samples and long execution cycles, statistical results often lag behind consumption trends, and it is difficult to transform into executable insights to empower product innovation and marketing growth. 03 Market intelligence data sources are thin, it is difficult to cope with the rapid evolution of market competition pattern, lack of unified tools for competition to target, and cannot be confirmed. Therefore, how to obtain accurate user portraits, labels and analysis The consumer experience insight based on real -time big data and machine learning algorithm, is an effective solution to truly organize corporate resource allocation "with consumers as the core". Consumption experience insight can help enterprises quickly collect and understand consumer needs, product reputation, competition dynamics, new product trends and consumer hotspots, and then drive professional sectors of marketing, research and development, customer experience, retail operations and other functional departments to seize business opportunities and respond agilely to respond to agile responses Consumption market in rapid changes.
From multiple dimensions to explain how to locate the customer base for your own store
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