What is a target customer analysis?

Any enterprise can obtain social identity and shareholder income through the product (service) downstream of the industry chain. We collectively referred to the behavior units of these purchased enterprise products as customers. 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.
It, enterprises provide product value to specific customers with their own capabilities. These specific customers are "target customer groups".
In order to bring better benefits to the enterprise through the target customer group, enterprises need to understand their true needs from various aspects such as consumer behavior, attitude, belief, and purchase power:
1. Quantitative analysis: Basic summary of consumer behavior in the market, such as product testing, packaging testing, advertising copy testing, etc.;
2, basic consumer research: actively understanding the basic behavior of consumers in a category or product in the product Essence For example, business classification research, brand asset survey, habits and experience research, etc.
3. Experienced consumer research: In -depth research on consumers, analyze the linity and quantitative research with consumers' lives.
The expansion data

Analysis method
1, secondary segmentation

After preliminary discipline of the target customer group in accordance with corporate strategic goals, the company needs to be right This large -scale target customer group conducts a second segmentation, the purpose is to help companies confirm the final solution of the target customer group.
First through comprehensive and qualitative discrimination, a small -scale customer survey or dealer interview, enrich the decomposition standards of the initially determined strategic target customer group, and assign a value to form a purchasing driver/failure curve, such as age level, purchase frequency, purchase expenditure The amount that accounts for disposable income is the assignment of the decomposition standard.
The example of assumption: As shown in the figure above, the customer type C, such as the failure type C, should be excluded from the final solution of the target customer group.
Secondly, the overall target customer group needs to be sorted. That is to determine the primary focus, secondary goals, and radiation people.
This through marketing and even promotion methods to make the primary focus on becoming a loyal supporter of the product and the deep perception of the brand can help companies get higher stable sales revenue.
At the same time, enterprises operate secondary goals and radiation people through customer relationship management methods, and are expected to obtain higher sales revenue in the medium and long term.
2, dynamic adjustment
Merebels will be very cautious when launching new items, but often ignore the product listing and consumers for a period of time, accept consumer information for a period of time, accept consumer information Feedback and adjust the target customer group.
At the same time, when companies understand customer needs and adjust strategic and marketing, they also need to pay attention to some strategic issues:
☉ Consumer behavior often starts from a sensual perspective. , Rather than just considering the technical factors of rational considers; consumers will perform very negative when personal values ​​are shaken or conceptual and uncoordinated; when we improve consumers' self -awareness or make them feel better, we feel better They will perform very friendly;
If consumers will only become interested in the product when the product can meet their real needs or the expectations that have not yet met; It is difficult to change, but it is also good at cooperation; some concepts need to be practiced before being accepted by consumers; not all consumers are like company managers.
Reference information Source: Baidu Encyclopedia-target customer group positioning

Target customers: Enterprises or businesses provide products and services. The target customer is the front end of the marketing work. Only by establishing a certain type of target customers in the consumer group can we start effective and targeted marketing affairs. Target customer survey research: demand motivation survey, consumer purchase intention, factors that affect consumers' purchase of motivation, consumer buying motivation types, etc.; Social factors and psychological factors for consumers' purchase behavior. Analyze the above -mentioned people with comprehensive and meticulous details!

Why do user portraits analysis?
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.
On how to do user portrait analysis?
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 comprehensively understand user portraits, label 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.