贝恩市场营销经典资料二.pdf

文档介绍：bc
Customer
Segmentation
Author: Laird Reed
Contributors: Barbara Bilodeau,
Dorie Krawiec
March 1998
Copyright© 1998 Bain & Company, Inc.
Customer Segmentation
Agenda
•The customer segmentation concept
•Applications
•Customer segmentation steps
– segment customers
– choose target segments
– create value propositions for target segments
– determine profit potential of serving target
segments with value propositions
•Examples
– needs-based
– behavioral
•Key takeaways
bc
BOS 2
Copyright© 1998 Bain & Company, Inc.
Customer Segmentation
Agenda
•The customer segmentation concept
•Applications
•Customer segmentation steps
– segment customers
– choose target segments
– create value propositions for target segments
– determine profit potential of serving target
segments with value propositions
•Examples
– needs-based
– behavioral
•Key takeaways
bc
BOS 3
Copyright© 1998 Bain & Company, Inc.
Customer Segmentation
Context
Customer segmentation is an important tool for customer analysis.
Cost petitors Capabilities
Strategic • To identify cost • To identify • To achieve • To determine the
Purpose: reduction revenue and differentiation strategies that fit
opportunities profit maximizing and to preempt best with a
petitors’ company’s core
petencies
Tools: • Customer Segmentation
• Purchase Criteria Rating
(Importance Analysis)
• Company Positioning
(Effectiveness Analysis)
• Attractiveness Analysis
• Value Proposition
Development
• Customer Retention and
Loyalty
• Customer Acquisition
bc
BOS 4
Copyright© 1998 Bain & Company, Inc.
Customer Segmentation
The Process
Customer segmentation is a process of identifying homogeneous groups of
customers. Once customers have been segmented, pany chooses
target segments and approaches each segment with a value proposition that