Segmentation wemakethe - kuyindlela ukucacisa iqembu abathengi

Ngo ukumaketha, kukhona into ezifana emakethe izingxenye. Lesi sigaba uphenyo kwakuxhomeke izici ngamunye. Ngokwesibonelo, izidingo, izinga nomholo, ubudala, isifunda, izinto eziza kuqala, imikhuba. Zonke lezi idatha ukuvumela nomkhiqizi anqume ukuthi kuwukuhlakanipha kunenzuzo ukudayisa imikhiqizo yabo kule ndawo.

Umgomo ukuthi unesikhathi segmentation emakethe - ukukhomba ngamunye amaqembu akhethiwe amakhasimende izidingo ezifanayo amasevisi noma izimpahla. Kusukela yi incike umenzi ngesinqumo ukugxila ukudalwa uhlobo oluthile umkhiqizo.

Izimpawu ezilandelayo emakethe izingxenye :

- Geographical: ezibonisa indawo endaweni, ukwanda kwabantu nesimo sezulu;

- nolwazi ngawe: libhekene ubulili, ubudala, njengobunengi bemiphefumulo emkhayeni.

- psychographic: zichaza izinhlobo ubuntu, ubuntu kanye indlela yokuphila (uma umuntu has wokuzilibazisa njengoba kuba kobushiqela noma engena zonke, uthanda ukuhamba noma ungathandi travel);

- Socio-kwezomnotho: sokunquma ngesimo somuntu emphakathini, isimo sabo, imali kanye nemfundo;

- izingxenye nesimilo emakethe:

a) umuntu ukwenza ukuthenga (isikhathi ejwayelekile noma ekhethekile);

b) isimo umthengi, ungalokothi ngazuza uhlobo kwezimpahla, umthengi wangaphambili, umthengi ezingase zivele, ikhasimende omusha, umsebenzisi ovamile;

c) ukushuba ukusetshenziswa: imnene, ngokulinganisela futhi esebenzayo.

g) ezingeni kokuzibophezela yomkhiqizo: olungenamkhawulo, ukubekezelelana, non-unomphela, ezikhululekile;

d) izinzuzo oyifunayo: izinga lenkonzo, ukusebenza kahle;

e) udinga ezingeni: phakeme,, ongaphakeme;

g) ezihlobene umkhiqizo: nomdlandla, omuhle, hlangothi, negative, enobutha negcwele ukukhonza.

Abakhangisi angahlola hhayi kuphela iqembu abathengi, kodwa futhi ukuqhuba imikhiqizo emakethe izingxenye. Le nqubo kuyadingeka ukuze sithole imikhiqizo oyifunayo kakhulu emakethe, ahlaziye Dynamics kusebenta kwaso, ukuhlola isiqondiso ububanzi futhi amasu ukuphucula ukuncintisana. Kunemikhakha eziyisikhombisa izingxenye:

1. ngu iqembu lomkhiqizo (isibonelo, ucwaningo wemakethe endlu Imishini kule ndawo izobandakanya kettles, imishini yokuwasha, ziboshwe ngozankosi, zase namathelevishini, njll).

2. Ngesikhathi lapho uya khona, izici nemisebenzi umkhiqizo - owande kakhulu. Ngokwesibonelo, udinga ukuchaza segmentation ushokoledi:

- Color: omnyama, ubisi, kumhlophe;

- ukubukeka: ibha noma olufakwe ama-tile;

- yamathebhu: nati, omisiwe ahlanzekile.

Imininingwane oyokwenziwa le nqubo, kuba lula ukuthola niche izothandwa.

3. Izinga amanani: phansi, maphakathi, high.

4. ngu umakhi - ikuvumela ukuba ichaze bonke abahlanganyeli emakethe, ukuhlonza umthelela kanye ezingeni wokuncintisana. Isibonelo izingxenye: zesifunda, by brand, ngokuvumelana negama kwabakhiqizi.

5. emaphaketheni: ukukhomba uhlobo yafuna kakhulu emaphaketheni (alahlwayo, nasikhwama somphako, nazingubo, bavikelekile ukuvulwa).

6. Ngokuya ivolumu kanye nosayizi izimpahla: ikhomba ifomu evamile futhi elula ukuthenga abathengi. Ngokwesibonelo, ubhiya emabhodlela izingxenye: 0.5 litre, 1.5 litre, 3 amalitha.

7. Indawo ehlangene, okubandakanya ekutadisheni nabanye abaningana.

Segmentation wemakethe - lena indlela engcono kakhulu ukuchaza iqembu abasebenzisi, futhi segmentation imikhiqizo - ukuhlonza okufunwa kakhulu uhlobo somkhiqizo noma isevisi.