论坛站务软件水平考试华为认证计算机等级PMP认证思科认证Photoshop3DMAX编程语言移动开发系统运维产品运营淘宝营销办公软件Ps修图云计算大数据摄影就业

<section style="margin: 0px; padding: 0px; border: 0px currentColor; font-family: 微软雅黑; box-sizing: border-box;" class="135editor" data-id="45865"><section style="margin: 0.8em 0px 0.5em; padding: 0px; line-height: 32px; font-weight: bold; box-sizing: border-box;"><section style="margin: 0px; padding: 0px; height: 32px; text-align: center; vertical-align: top; float: left; display: inline-block; min-width: 32px; box-sizing: border-box;"><section style="border-color: rgb(72, 192, 163); margin: 0px; padding: 0px; width: 100%; color: inherit; display: table; box-sizing: border-box;" data-width="100%"><section style="border-color: rgb(72, 192, 163); margin: 0px; padding: 0px; color: rgb(255, 255, 255); vertical-align: middle; display: table-cell; box-sizing: border-box;"><span style="color: rgb(198, 198, 199); font-size: 50px;" class="autonum" title="" data-original-title="">1</span></section><section style="padding: 0px; width: 18px; height: 70px; margin-top: 5px; margin-left: -6px; border-left-color: rgb(198, 198, 199); border-left-width: 1px; border-left-style: solid; box-sizing: border-box; background-color: rgb(254, 254, 254); -webkit-transform: rotate(35deg); transform: rotate(35deg);" data-width="18px"></section></section></section><section style="border-color: rgb(72, 192, 163); color: rgb(115, 115, 115); padding-top: 18px; font-size: 30px; margin-left: 40px; box-sizing: border-box;"><span style="font-size: 20px;" class="135brush" data-brushtype="text"><span style="line-height: 25.6px;">什么叫客户细分</span></span></section></section><section style="margin: 0px; padding: 0px; width: 0px; height: 0px; clear: both; box-sizing: border-box;"></section></section><p style="white-space: normal;"><br/></p><p style="line-height: 1.75em; white-space: normal;">简单来说，客户细分是以客户的诉求和商家的自身利益为出发点，对客户群体层次的分类，以便更好的抓住客户诉求，提供更加精准地营销。</p><p style="white-space: normal;"><br/></p><p><section style="margin: 0px; padding: 0px; border: 0px currentColor; font-family: 微软雅黑; box-sizing: border-box;" class="135editor" data-id="45865"><section style="margin: 0.8em 0px 0.5em; padding: 0px; line-height: 32px; font-weight: bold; box-sizing: border-box;"><section style="margin: 0px; padding: 0px; height: 32px; text-align: center; vertical-align: top; float: left; display: inline-block; min-width: 32px; box-sizing: border-box;"><section style="border-color: rgb(72, 192, 163); margin: 0px; padding: 0px; width: 100%; color: inherit; display: table; box-sizing: border-box;" data-width="100%"><section style="border-color: rgb(72, 192, 163); margin: 0px; padding: 0px; color: rgb(255, 255, 255); vertical-align: middle; display: table-cell; box-sizing: border-box;"><span style="color: rgb(198, 198, 199); font-size: 50px;" class="autonum" title="" data-original-title="">2</span></section><section style="padding: 0px; width: 18px; height: 70px; margin-top: 5px; margin-left: -6px; border-left-color: rgb(198, 198, 199); border-left-width: 1px; border-left-style: solid; box-sizing: border-box; background-color: rgb(254, 254, 254); -webkit-transform: rotate(35deg); transform: rotate(35deg);" data-width="18px"></section></section></section><section style="border-color: rgb(72, 192, 163); color: rgb(115, 115, 115); padding-top: 18px; font-size: 30px; margin-left: 40px; box-sizing: border-box;"><span style="font-size: 20px;" class="135brush" data-brushtype="text"><span style="line-height: 25.6px;">为什么要做客户细分</span></span></section></section><section style="margin: 0px; padding: 0px; width: 0px; height: 0px; clear: both; box-sizing: border-box;"></section></section></p><p style="white-space: normal;"><br/></p><p style="line-height: 1.75em; white-space: normal;">传统的营销方式比较粗暴简单，对待所有客户都是千篇一律的推送频率、一样的推送内容。效果差的同时，还带来了不好的客户体验，造成资源的浪费。</p><p style="white-space: normal;"><br/></p><p style="line-height: 1.75em; white-space: normal;">所谓工欲善其事，必先利其器。好的营销师，向对的营销对象，在合适的时机，推送了正确的内容。</p><p style="white-space: normal;"><br/></p><p style="line-height: 1.75em; white-space: normal;">因此，在营销前要找到对的对象，我们从客户层面和商家层面分别对此进行说明。</p><p style="white-space: normal;"><br/></p><p style="line-height: 1.75em; white-space: normal;"><strong>客户需求的角度</strong>：希望商家能提符合需求的商品和更加个性化的服务。</p><p style="white-space: normal;"><br/></p><p style="line-height: 1.75em; white-space: normal;"><strong>商家利益的角度</strong>：不同群体的客户对企业的价值不同，商家营销资源有限，对于不同价值的客户，提供的商品、服务也不一样。</p><p style="white-space: normal;"><br/></p><p><section style="margin: 0px; padding: 0px; border: 0px currentColor; font-family: 微软雅黑; box-sizing: border-box;" class="135editor" data-id="45865"><section style="margin: 0.8em 0px 0.5em; padding: 0px; line-height: 32px; font-weight: bold; box-sizing: border-box;"><section style="margin: 0px; padding: 0px; height: 32px; text-align: center; vertical-align: top; float: left; display: inline-block; min-width: 32px; box-sizing: border-box;"><section style="border-color: rgb(72, 192, 163); margin: 0px; padding: 0px; width: 100%; color: inherit; display: table; box-sizing: border-box;" data-width="100%"><section style="border-color: rgb(72, 192, 163); margin: 0px; padding: 0px; color: rgb(255, 255, 255); vertical-align: middle; display: table-cell; box-sizing: border-box;"><span style="color: rgb(198, 198, 199); font-size: 50px;" class="autonum" title="" data-original-title="">3</span></section><section style="padding: 0px; width: 18px; height: 70px; margin-top: 5px; margin-left: -6px; border-left-color: rgb(198, 198, 199); border-left-width: 1px; border-left-style: solid; box-sizing: border-box; background-color: rgb(254, 254, 254); -webkit-transform: rotate(35deg); transform: rotate(35deg);" data-width="18px"></section></section></section><section style="border-color: rgb(72, 192, 163); color: rgb(115, 115, 115); padding-top: 18px; font-size: 30px; margin-left: 40px; box-sizing: border-box;"><span style="font-size: 20px;" class="135brush" data-brushtype="text"><span style="line-height: 25.6px;">经典的客户细分方式</span><span style="line-height: 25.6px;">——RFM</span><span style="line-height: 25.6px;">模型的局限性</span></span></section></section><section style="margin: 0px; padding: 0px; width: 0px; height: 0px; clear: both; box-sizing: border-box;"></section></section></p><p style="white-space: normal;"><br/></p><p style="line-height: 1.75em; white-space: normal;">RFM模型是传统的用于衡量客户价值和客户创利能力的重要手段。</p><p style="white-space: normal;"><br/></p><p style="line-height: 1.75em; white-space: normal;">主要是由三个重要指标组成：<strong>最近一次消费（Recency)</strong>、<strong>消费频率(Frequency)</strong>、<strong>消费金额(Monetary)</strong>。但是这样一个经典的模型却并非是万能的，面对电商、面对互联网和移动互联网时代，RFM有很多局限性：</p><p style="white-space: normal;"><br/></p><p><section style="margin: 0px; padding: 0px; border: 0px currentColor; font-family: 微软雅黑; box-sizing: border-box;" class="135editor" data-id="24"><section style="margin: 3px; padding: 15px; color: rgb(62, 62, 62); line-height: 24px; box-sizing: border-box; box-shadow: 0px 0px 3px rgb(170,170,170); -webkit-tap-highlight-color: rgba(0, 0, 0, 0); -webkit-box-shadow: rgb(170, 170, 170) 0px 0px 3px;" class="135brush"><p style="line-height: 25.6px; white-space: normal;">- RFM模型适合快消品行业即使用周期短、易重复使用的商品，对非易耗品且品类单一的商家不适用。</p><p style="line-height: 25.6px; white-space: normal;"><br/></p><p style="line-height: 25.6px; white-space: normal;">- 在互联网时代，强调客户和商家的互动。而传统的RFM模型是“静态”描述客户价值的方式。</p></section><section style="margin: 0px; padding: 0px; width: 0px; height: 0px; clear: both; box-sizing: border-box;"></section></section></p><p style="white-space: normal;"><br/></p><p style="line-height: 1.75em; white-space: normal;">所以我们需要寻找一种能衡量客户已有价值同时又能挖掘客户潜在价值和潜在需求，并可以指导营销方向的细分客户的方式。</p><p style="white-space: normal;"><br/></p><p><section style="margin: 0px; padding: 0px; border: 0px currentColor; font-family: 微软雅黑; box-sizing: border-box;" class="135editor" data-id="45865"><section style="margin: 0.8em 0px 0.5em; padding: 0px; line-height: 32px; font-weight: bold; box-sizing: border-box;"><section style="margin: 0px; padding: 0px; height: 32px; text-align: center; vertical-align: top; float: left; display: inline-block; min-width: 32px; box-sizing: border-box;"><section style="border-color: rgb(72, 192, 163); margin: 0px; padding: 0px; width: 100%; color: inherit; display: table; box-sizing: border-box;" data-width="100%"><section style="border-color: rgb(72, 192, 163); margin: 0px; padding: 0px; color: rgb(255, 255, 255); vertical-align: middle; display: table-cell; box-sizing: border-box;"><span style="color: rgb(198, 198, 199); font-size: 50px;" class="autonum" title="" data-original-title="">4</span></section><section style="padding: 0px; width: 18px; height: 70px; margin-top: 5px; margin-left: -6px; border-left-color: rgb(198, 198, 199); border-left-width: 1px; border-left-style: solid; box-sizing: border-box; background-color: rgb(254, 254, 254); -webkit-transform: rotate(35deg); transform: rotate(35deg);" data-width="18px"></section></section></section><section style="border-color: rgb(72, 192, 163); color: rgb(115, 115, 115); padding-top: 18px; font-size: 30px; margin-left: 40px; box-sizing: border-box;"><span style="font-size: 20px;" class="135brush" data-brushtype="text"><span style="line-height: 25.6px;">如何细分客户</span></span></section></section><section style="margin: 0px; padding: 0px; width: 0px; height: 0px; clear: both; box-sizing: border-box;"></section></section></p><p style="white-space: normal;"><br/></p><p style="white-space: normal;"><strong>按客户的自然属性细分</strong></p><p style="white-space: normal;"><strong><br/></strong></p><p style="white-space: normal;"><strong><img style="height: 100px !important; visibility: hidden !important;" data-src="http://mmbiz.qpic.cn/mmbiz/giakJ6hZ3MYKxCdia0RpUGVrAzibhIVKzjoy9L54rUTw8ic1xJNe7oqk4TEvPhs1T7Tbh5oAFX2QKeUkeEJAt2IibOw/0?wx_fmt=png" data-w="" data-ratio="0.6751968503937008" data-type="png" data-s="300,640"/><br/></strong></p><p><strong>按客户的浏览属性细分</strong></p><p><strong><img src="/Public/forum/ueditor/image/20150725/1437824586621163.jpg" alt="1437824586621163.jpg"/><strong>按客户的购买属性细分</strong></strong></p><p><strong><strong><img src="/Public/forum/ueditor/image/20150725/1437824610839305.jpg" alt="1437824610839305.jpg"/></strong></strong></p><p></p><p style="white-space: normal;"><strong>按客户的行为属性细分</strong></p><p style="white-space: normal;"><br/></p><p><strong><strong><img src="/Public/forum/ueditor/image/20150725/1437824634695457.jpg" alt="1437824634695457.jpg"/></strong></strong><br/></p><p><strong></strong></p><section style="margin: 0px; padding: 0px; border: 0px currentColor; font-family: 微软雅黑; box-sizing: border-box;" class="135editor" data-id="85446"><section style="margin: 5px 5px 0px; padding: 0px; text-align: center; box-sizing: border-box;"><span style="color: inherit; font-size: 18px;" class="135brush" data-brushtype="text"><span style="line-height: 25.6px;">个性化属性在细分中的应用</span></span></section><section style="margin: 2px 1em; padding: 0px; border: 0px rgb(33, 33, 34); text-align: center; color: rgb(62, 62, 62); font-size: 12px; word-wrap: break-word !important; max-width: 100%; box-sizing: border-box; border-image-source: none;"><section style="margin: 0px; padding: 2px 2px 0px; width: 40%; color: rgb(0, 0, 0); font-size: 14px; border-top-color: rgb(33, 33, 34); border-bottom-color: rgb(33, 33, 34); border-top-width: 3px; border-bottom-width: 1px; border-top-style: solid; border-bottom-style: solid; display: inline-block; box-sizing: border-box;" data-width="40%"></section><section style="margin: 0px 2px; padding: 0px; box-sizing: border-box;" class="135brush" data-brushtype="text"><br/></section></section><section style="margin: 0px; padding: 0px; width: 0px; height: 0px; clear: both; box-sizing: border-box;"></section></section><p style="white-space: normal;"><br/></p><p style="line-height: 1.75em; white-space: normal;">以上四类属性如果仍然无法清晰地描述客户的特性，则需要我们再追加一些更加个性化的属性，如：</p><p style="white-space: normal;"><br/></p><p style="line-height: 1.75em; white-space: normal;">◆ 客户的性格、喜好——小气、大方、啰嗦、贪小便宜、爽快</p><p style="line-height: 1.75em; white-space: normal;"><span style="line-height: 25.6px;">◆ </span>客户的商品属性——肤质、尺码、对材质的要求、瘦胖</p><p style="line-height: 1.75em; white-space: normal;"><span style="line-height: 25.6px;">◆ </span>客户的促销属性——对包邮、赠品、满减敏感</p><p style="line-height: 1.75em; white-space: normal;"><span style="line-height: 25.6px;">◆ </span>客户的服务属性——对物流苛刻、对客户回复要求快</p><p style="line-height: 1.75em; white-space: normal;"><span style="line-height: 25.6px;">◆ </span>客户对商品的了解——专业、业余、了解</p><p style="line-height: 1.75em; white-space: normal;"><span style="line-height: 25.6px;">◆ </span>客户喜欢的接触方式——旺旺群、QQ群、邮件、短信</p><p><strong><strong><br/></strong></strong><br/></p>

论坛站务软件水平考试华为认证计算机等级PMP认证思科认证Photoshop3DMAX编程语言移动开发系统运维产品运营淘宝营销办公软件Ps修图云计算大数据摄影就业