目标市场选择新探

A New Research into the Choices of the Target Market

传统的目标市场选择的标准———顾客需求特征———并不是一个可靠的标准。不同的顾客对企业意味着不同的保持期和收益。对目标顾客的有效选择 ,可以使企业获得高的顾客保持率、重复购买率和高的利润率。通过建立完善的顾客数据库 ,对客户进行科学的分类 ,并运用顾客分类矩阵可以帮助企业有效地识别顾客。

In the process of customer targeting,the demand of consumers is not always a reliable standard.Different customers mean different retention time and profitability.A combination of customer demand status,customer potential retention time and customer potential profitability is a more reliable and valid standard.Completed customer database,scientific customer segment and quantitative customer value measuring based on retention time,cost and price can guarantee the efficiency of customer targeting.