贝恩-战略分析方法-市场营销-customersegmentation

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1、Author:LairdReedContributors:BarbaraBilodeau,DorieKrawiecbcSegmentationCustomerMarch1998Copyright©1998Bain&Company,Inc.1customersegmentation.PPTThecustomersegmentationconceptApplicationsCustomersegmentationstepssegmentcustomerschoosetargetsegmentscreatevalu

2、epropositionsfortargetsegmentsdetermineprofitpotentialofservingtargetsegmentswithvaluepropositionsExamplesneeds-basedbehavioralKeytakeawaysAgenda2customersegmentation.PPTThecustomersegmentationconceptApplicationsCustomersegmentationstepssegmentcustomerschoo

3、setargetsegmentscreatevaluepropositionsfortargetsegmentsdetermineprofitpotentialofservingtargetsegmentswithvaluepropositionsExamplesneeds-basedbehavioralKeytakeawaysAgenda3customersegmentation.PPTCompetitorsCustomerSegmentationPurchaseCriteriaRating(Importa

4、nceAnalysis)CompanyPositioning(EffectivenessAnalysis)AttractivenessAnalysisValuePropositionDevelopmentCustomerRetentionandLoyaltyCustomerAcquisitionCustomersToidentifycostreductionopportunitiesCustomersegmentationisanimportanttoolforcustomeranalysis.CostCap

5、abilitiesStrategicPurpose:Tools:ToidentifyrevenueandprofitmaximizingstrategiesToachievedifferentiationandtopreemptcompetitors’movesTodeterminethestrategiesthatfitbestwithacompany’scorecompetenciesContext4customersegmentation.PPT*Insomecases,therewillbeonlyo

6、netargetsegmentCustomersegmentationisaprocessofidentifyinghomogeneousgroupsofcustomers.Oncecustomershavebeensegmented,acompanychoosestargetsegmentsandapproacheseachsegmentwithavaluepropositionthatmeetsthesegment’sneeds.Eachcustomersegmentdescribesahomogeneo

7、usgroupofcustomersSegmentcustomers(existingandpotential)Choosetargetsegments*CreatevaluepropositionforeachtargetsegmentDetermineprofitpotentialTargetsegmentsarethemostattractivecustomersegmentsforagivencompanytofocusonAvaluepropositionisthecombinationofpr

8、oduct,service,anddeliveryofferedtothecustomerThepotentialprofitfromservingthetargetsegmentswithproposedvaluepropositionsmustbedeterminedTheProcess5customersegmentation.PPTCustomersegmentationisvaluable