提高销售额、盈利能力和竞争优势的研究

在当今竞争激烈的环境和饱和的市场中，公司需要与客户建立牢固的关系。

什么是市场细分研究？

市场细分研究是将广大消费者市场根据共同特征划分为消费者子群体的系统过程。这些特征可以是广泛的人口统计特征，也可以是具体的购买习惯或生活方式偏好特征。 

That’s why market segmentation research offers a clear lens through which businesses can view their audience. The aim of market segmentation research is not just to see these segments, but to understand them – to grasp their nuances, needs, and nuances – so that businesses can interact with them more effectively.

它为什么如此重要？

Consumers today demand personalized experiences and products that resonate with their unique needs and lifestyles. By harnessing the insights from market segmentation research, businesses can align their offerings more closely with what consumers truly want. Moreover, with digital platforms granting access to global markets, understanding different segments becomes paramount. 这项市场研究可以为企业带来多项显著益处，包括：

• 增强客户理解： 通过细分市场，企业可以深入了解特定消费者群体的需求、偏好和痛点。这种了解有助于设计出能与这些细分市场产生深刻共鸣的产品或服务。

• 高效的资源分配： 明确细分市场后，企业可以更有效地分配资源，无论是时间、资金还是人力。企业可以优先考虑那些能带来最高潜在回报的细分市场，而不是将精力分散到整个市场。

• 有针对性的营销活动： Market segmentation research allows for the creation of tailored marketing campaigns. Advertising messages can be customized for specific segments, increasing the likelihood of engagement and conversion.

• 更高的客户满意度： 当产品或服务是根据市场研究的见解进行设计的时，它们更有可能满足甚至超出客户的期望，从而带来更高的满意度和忠诚度。

• 竞争优势： 比竞争对手更好地了解细分市场可以带来显著的优势。企业可以识别服务不足的细分市场并迎合这些细分市场，或者在过度饱和的细分市场中提供差异化产品，从而获得竞争优势。

• 优化定价策略： Market segmentation research sheds light on the purchasing power and willingness to pay of different segments. This can guide pricing strategies, allowing businesses to maximize revenue while ensuring affordability for the target segment.

• 创新驱动： 通过了解各个细分市场的具体需求和愿望，企业可以创新定制解决方案。这些解决方案的范围可以从产品改进到开发全新的产品。

• 交叉销售和追加销售机会： 了解每个细分市场的偏好和行为可以让企业更有效地交叉销售和追加销售相关产品或服务。

• 反馈回路： 参与特定的细分市场可以为企业提供有关产品、服务和营销活动的直接反馈，从而实现持续改进。

市场细分研究中的机会

The landscape of market segmentation research is full of untapped potential. As businesses continue to adapt and evolve in an ever-changing market, several opportunities arise such as :

• 新兴市场发现： 企业可以发掘之前可能忽略的新兴细分市场。及早识别并满足这些细分市场的需求可以带来显著的先发优势。

• 数字化转型与细分： The digital age has brought forth myriad data sources. Market segmentation research can capitalize on this, delving into online behaviors, e-commerce preferences, and social media trends to further refine segments.

• 可持续性和道德细分： Modern consumers are becoming increasingly conscious of sustainability and ethical practices. Market segmentation research can help businesses identify and cater to segments that prioritize these values, allowing them to align with broader societal goals while also tapping into a lucrative market.

市场细分研究的挑战

Market segmentation research also has some challenges to overcome. Therefore, businesses should be aware of the following challenges: 

• 数据过载： Businesses often find themselves inundated with vast amounts of information. Parsing through this and identifying relevant data for market segmentation research can be daunting, requiring expertise and sophisticated tools.

• 监管和道德考虑： Especially when dealing with personal consumer data, market segmentation research must be sensitive to privacy concerns. Navigating the evolving regulatory landscape while ensuring ethical data handling can pose challenges.

• 过度分割： While diving deep can unveil nuances, there’s a risk of over-segmentation. If businesses slice the market too finely, they might end up with segments too small to target effectively, diluting the very purpose of market segmentation research.

• 文化和地理差异： 对于全球性经营的企业来说，不同文化和地区的客户群体可能有所不同。理解和适应这些差异是一项挑战。

• 段重叠： 有时，个人可能会属于多个细分市场，从而导致定位的潜在重叠和混淆。

• 基于假设的细分： 一些细分可能基于假设而不是具体的数据，这可能导致营销策略不一致。

发掘有利可图的细分市场

SIS 市场细分市场研究旨在寻找尚未开发的盈利市场以及如何进入这些市场。我们提供有关定价、需求、信息传递和客户期望的可行见解。

为了发现盈利部分，我们进行：

• 定量研究：调查、问卷和其他工具可以帮助收集数字数据来识别趋势和模式。
• 定性研究：访谈、焦点小组和观察提供了深入的见解。

评估每个部分的潜在盈利能力也很重要。考虑以下因素：

• 尺寸：该细分市场的规模是否足够大，能够实现盈利？
• 生长：该部分是在增长还是在萎缩？
• 无障碍设施：您能有效地接触和服务这个群体吗？
• 稳定：该部分是否一致或是否存在季节性波动？

As part of our unique “Hybrid” Research approach of Market Research and Strategy methods, we analyze the wider impact of targeting certain segments on our client’s supply channels and competitive position. These market segmentation services allow companies to develop a clear market positioning that can be tested.

消费市场细分服务

SIS 国际 市场研究 works with clients to develop segmentation plans that are accurate, reliable and useful. Segmentation variables vary depending on how customers interact with our clients:

• 心理特征/生活方式
• 盈利能力/终身客户价值
• 行为
• 优点 / 属性
• 用途或应用
• 产品类别
• 价格/质量要求

在制定细分计划时，研究人员必须了解细分的细微差别。许多行业可能存在“多位影响者”或非购买者，他们对产品的购买产生重大影响。一个例子是，一个小孩（非购买者）影响他的父母（购买者）购买谷物。此外，许多行业与新手和专家产品用户的关系也不同。对于新手，公司通常关注产品优势并提供多种信息曝光。对于专家，公司通常通过关注属性和较少的信息曝光来进行营销。SIS 与客户合作，开发适合他们需求的定制解决方案。

企业对企业市场细分服务

Business-to-business market segmentation rarely receives the attention that customer segmentation receives.  SIS helps companies develop useful, accurate, and actionable segmentation plans. Segmentation variables may include:

• 决定者
• 企业统计数据（例如收入规模、员工规模、行业类型）
• 行为
• 盈利能力/终身客户价值
• 优点 / 属性
• 组织类型
• 企业文化
• 用途或应用
• 产品类别
• 价格/质量要求
• 客户的需求
• 竞争对手

市场细分的考虑因素

许多细分市场都注重价值，而不是功能和公司规模。在这些计划中，公司注重目标细分市场购买考虑背后的感知利益。

In low-involvement product offerings, companies often consider researching usage behavior, buyer behavior, price elasticity/sensitivity and brand loyalty, among others.  For high and medium-involvement products, businesses often consider researching their customers’ comprehensive needs, buyer types, business buying behavior and core values, among many others.  Lifetime Customer Value as a metric provides a measurement of the customer’s total worth which can help companies concentrate on improving profitability. Indeed, the variables for segmentation will vary by objective, company and industry.

关于 SIS 国际

SIS International 提供定量、定性和战略研究。我们为决策提供数据、工具、战略、报告和见解。我们开展访谈、调查、焦点小组以及许多其他市场研究方法和途径。请就您的下一个市场调研项目联系我们。

请联系我们，了解您的下一个市场细分研究项目。