如何發展品牌策略？

製定品牌策略可能是行銷計畫過程中最困難的步驟之一。這通常是導致大多數企業面臨最大挑戰，但這是創建公司形象的關鍵步驟。

你的品牌策略將確定以下三個覈心組成部分，決定您的商業，然後可以用作藍圖，來發展您的行銷策略和戰術。

1. 商業目的：你的商業必須有一個功能和有意義的目的。
2. 一致性：沒有一致性，企業將難以生存。
3. 情感影響：情感是幫助客戶聯繫你的品牌戰略，幫助你發展你追求的情感。

您的品牌身份將在整個你的商業生涯，被反復傳達，以多種方式，頻率和一致性地推動。

要開始發展你的品牌策略，你必須瞭解這四個行銷成分：

• 主要目標客戶和/或客戶
• 競爭
• 產品和服務組合
• 獨一無二的銷售主張

通過識別你的行銷計畫的這些組成部分，你創造製定你的品牌策略的基礎。一個有效的品牌化過程將創造一個獨特的身份，區分你與競爭對手。這就是為什麼它經常被認為是競爭戰略的覈心。

通過下面的一步一步的指導，你可以輕鬆地創建你的品牌戰略。

什麼是品牌？

在客戶戶爭奪戰日益加劇中，擁有一個强大的品牌是無價的。花時間投資於研究、定義和建立你的品牌是很重要的。畢竟，你的品牌是對你的消費者承諾的來源。這是你的行銷溝通中的一個基礎部分，你不希望沒有品牌。

如何定義品牌？

這是發展品牌策略的第一步。通過定義你的品牌，你為所有其他組件建立基礎。您的品牌定義將作為衡量任何和所有行銷文件和策略的衡量標準。

決定品牌目標

有效的品牌管理的關鍵是明確定義品牌的受眾和品牌需要達到的目標。你如何著手定義這些目標並製定一個計畫來幫助你成功地實現這些目標？

專注在你的目標聽眾

品牌的力量依賴於專注的能力。這就是為什麼定義你的目標市場會有助於增强你的品牌的有效性。定義好你的目標市場，發展你的品牌的策略方針。

發現和粉碎你的品牌障礙

在為產品或服務創建品牌策略時，進行仔細的分析以確定您可能接觸的主要障礙非常重要。這些障礙也被稱為市場條件，可以保持你的產品或服務獲得成功。

品牌包裝與識別

品牌是你在市場上的身份，你說的是什麼？你的公司形象是關於你的包裝的外觀。你的公司形象對市場說什麼？

什麼是內容行銷？

什麼是內容行銷？內容行銷是利用相關的和有價值的資訊來吸引潛在客戶。這些資訊不僅會吸引讀者，而且如果做得正確，它會吸引你的目標受眾，並推動你的企業盈利的行動。

當我和一批潛在客戶交談時，我總是驚訝於我的外表和反應，我向他們解釋他們需要更多的內容。

我幾乎總是被問到：“為什麼？”把內容當作一種與顧客交流和溝通而不進行銷售的做法。

需要證據嗎？想想你讀到的一篇文章，吸引了你的注意力並真正吸引了你。你看那個作家是誰了嗎？你對他們工作的公司和他們提供的產品或服務感興趣嗎？如果他們使用內容行銷的技巧，我幾乎可以保證你做到了。

偉大的文章可以以消費者不被打斷的做法推銷你的產品或服務。你使用這篇文章來教育你的消費者，並創造一個對他們來說重要的資訊。這使得你的潜在買家更聰明。一個成功的內容行銷策略將向目標市場傳遞一致的有價值的資訊，當這個策略起作用時，您將目標消費者轉變為購買者。

你看，消費者厭倦傳統的行銷已經不是什麼秘密了。這就是為什麼你看到社會媒體和基於許可的行銷，比侵入式行銷不允許消費者作出選擇時，他們被迫推銷。為什麼你認為消費者跳過廣告，撕掉雜誌廣告，打開網路廣告阻擋器？

因為他們正在收回控制權，他們將决定什麼時候想要採購。

作為一家企業，你必須更聰明地進行行銷工作，這包括撰寫不僅有趣，而且與目標市場相關且有價值的內容。

你如何知道你的內容是否適合讀者？真的很容易。回答內容時，請回答以下問題，或在創建新內容時使用它們作為指南。

• 它瞄準的是特定市場嗎？如果不是，內容將過於寬泛，無法吸引目標受眾。
• 你的內容是否對你的目標有價值、相關和有價值？還是僅僅是一個推銷？
• 它是否在沒有過於面向銷售和推動產品或服務的情况下教育目標受眾關於您的行業？
• 你的資訊是否包含一個微妙的行銷資訊，吸引讀者的注意力，讓他們對你提供的東西感興趣？關鍵是行銷資訊必須創造一種興趣和欲望，為你所提供的，而不是試圖關閉銷售。把它想像成在閱讀的消費者腦海裏留下一個微弱的指紋。
• 這會讓讀者想要更多嗎？
• 它會激發讀者的情感並激發人們的行動嗎？

如果你對上述問題回答了“是”，那麼你就有了一份很好的內容，可以用來推銷你提供的產品或服務。如果你無法回答所有問題的“是”，你會想調整你的內容，直到你可以。

你可以在行銷的所有領域使用內容行銷，包括列印、媒體、事件和線上。你要確保你的網站有市場的內容給你的聽眾。你也要確保如果你有一個博客，你也可以使用它來進行內容行銷。內容行銷是有價值的，通常留下的印象比其他任何行銷方法都要長。

專注你的談判目標

你如何能夠談判的更好，得到想要的目標？有個技巧，在進行談判前，用1 – 2分鐘默想好你希望的到的結果，然後摒棄掉所有你認為會輸掉談判的不安心理。 你只要想象你贏得談判后，可以獲得改善的好狀況。

在談判前，反復記誦兩遍。在這樣的練習中，很重要的是不要去掛慮你可能會在何處犯錯，不要去煩惱如何做防禦。

好的談判者，都是專注在他想要的理想結果，而不去擔心他要面對的風險。他只專注在打攻擊戰。

這樣的談判方式，進行過幾次后，你的專注訓練就會愈來愈容易。最後，可以成為你的習慣。

當然，現實的談判，要複雜許多。對方也是會對你有索求的，在某些程度，你也必須做出妥協。但是，記住，千萬不要忘了你要的目標。

以分享個人故事來與聽眾鏈接

領導者常常羞於在他們的談話和陳述中分享個人故事，因為他們害怕暴露自己的掙扎或顯得不專業。但這是一個與聽眾溝通的錯失機會：揭露我們人類缺陷和弱點的故事常常能鼓舞人們。

為了發掘你鼓舞人心的故事，想想那些對你來說很重要的名詞——那些塑造你生活的人、地方和事物。你的一些經歷可能太私人化以至於無法分享，但你可能會發現一些軼事，這些故事將成為一個偉大故事的基礎。

寫出你最好的軼事的一句總結，然後編錄它們，你可以根據情况、主題、心情或道德來對它們進行分類。

當你計畫下一次演講時，看一下你的故事目錄，想想你的聽眾是誰，他們關心什麼。選擇一個適合他們的價值觀、目標和興趣的故事，這將傳達你想要傳達的資訊。

To Connect with Your Audience, Share Personal Stories

Leaders often shy away from sharing personal stories in their talks and presentations, because they’re afraid of revealing their struggles or appearing unprofessional. But this is a missed opportunity to connect with your audience: Stories that expose our human flaws and vulnerabilities are often what inspire people.

To unearth your inspiring stories, think through the nouns that are important to you — the people, places, and things that have shaped your life. Some of your experiences may be too personal to share, but you may uncover anecdotes that will become the basis of a great story.

Write one-line summaries of your best anecdotes, and catalog them; you could sort them by situation, theme, mood, or moral. When you’re planning your next talk, look through your catalog of stories and consider who’s in your audience and what they care about.

Choose a story that fits their values, goals, and interests, and that will send the message you want to convey. 

品牌行銷超越市場行銷

想像一下你即將踏上一個旅程。你已經收到了一個豪華度假村的小册子。房間很豪華，場地無可挑剔。這家餐廳的招牌菜看起來很美味。你被打動了。

你去旅舘。房間發黴，髒兮兮的。食物勉强及格。服務是粗魯的和零星的。當你向管理層抱怨時，你會遇到冷漠，或者更糟的是，沉默。

你會留下幻滅和厭惡。對於所有的度假村的行銷，你都感覺是浮華誇大了。

品牌行銷遠遠超越市場行銷。如果沒有確保你的業務的各個方面反映和支持你想要的品牌，它就不會成功。你的最有價值的資產之一就是你的員工必須訓練有素，善於表達和傳遞你的品牌。這一步驟對於那些沒有你能掌握的產品的服務組織來說尤其重要。他們的產品是知識、經驗和人的軟資產。

不提供品牌的員工可能是企業的死神。不相信？看看客戶在網絡上的評論，你可能會遇到不止幾個人因為對你的客戶服務的負面評論。相反，那些代表品牌完美無瑕的員工可以推動企業走向閃亮明星。

品牌：所有零部件的總和

儘管很多人認為，品牌不是關於你的標誌，標語，和光滑的小冊子。相反，一個強大的品牌整合了多個組成部分，所有這些都是必要的，包括客戶互動、員工溝通、企業理念和廣告/行銷努力。

正如上面的故事所說，你的品牌延伸到你的員工、客戶、媒體甚至大眾。如果這些元件不能持續增強你的品牌，客戶就會不滿。如果他們向其他潛在客戶甚至媒體表達自己的觀點，那麼他們感知的負面影響可能會對你的業務產生連鎖反應。這會侵蝕你的品牌資產，並造成對市場中貴公司的誤解，進而可能導致潛在客戶、雇員和投資者轉嫁貴公司。

另一方面，品牌的一致性貫穿組織的各個層面，有助於推動一個組織的成長和繁榮。強勢品牌可以推動銷售增長。這家公司更適合吸引和留住最好的員工。供應商可以看到你的品牌價值，並期待與您的企業建立夥伴關係，而投資者看到的企業和您的品牌資產作為一種有價值的商品。

通過員工進行品牌推廣

你的員工是客戶最重要的接觸點之一。這裡有幾個步驟，以確保他們代表您的品牌在最好的光可能。

發展公司理念

一個經過深思熟慮的計畫哲學指導你的公司如何運作，這是加强你在員工中的品牌的第一步。

保持品牌一致性

這一步對於打造強勢品牌至關重要。然而，一致性往往是第一個解開的特質之一。你必須在組織的各個方面建立一致性。但是製定標準是不够的。你必須不斷地評估你的行為。建立與客戶和公眾互動的業務的各個方面的檢查點。確保每位員工有權識別和解决品牌中的不一致。無法與一個客戶傳遞品牌，他可能會忘記。對於另一個人來說，這樣做是不可能的，他或她可能不會那麼寬容。只需要很少的一點就能驅散你所兜售的品牌。

練習你所宣揚的內容

最好的引導方法就是以身作則。如果你的品牌項目你的組織作為一個支持它的員工，然後背信棄義，你的品牌（和銷售）將遭受損失。

執行品牌指導方針

為了確保品牌的一致性，你的組織必須建立一個框架或一套品牌指導方針。我們不僅要討論商標或企業標識指南，還要討論傳達公司品牌定位聲明、關鍵資訊、核心價值、品牌内容、成功度量以及處理客戶問題或回饋的過程的實際品牌指南。

瞭解和解决文化差异

隨著科技、通訊和互聯網的發展，我們正在真正成為一個全球經濟體。在建立品牌時考慮文化差异比以往任何時候都更重要，尤其是如果你的企業具有國際影響力。客戶對中文用詞和語句和英文的用詞和語句的認知可能不具有相同的意義。在中國顧客的價值和感知是積極的，在其他地方可能必須以根本不同的作法來被被感知。過去，所有其他國家都想效仿美國的模式。今天的情况未必如此。因此，企業有責任確保他們的品牌能够超越這些文化差異，如果他們有更大的地理範圍。

品牌延伸遠遠超出了你的行銷努力。你的品牌只有它背後的人和你的顧客面前的人一樣好。花些時間有效地建立一個反映你的品牌的企業文化。培訓員工代表品牌。評估你的品牌在你的業務各個方面的一致性。這樣做，你將加强你的品牌資產，並使你的公司獲得更大的成功。

Brand Marketing Beyond Market Marketing

Imagine that you are about to embark on a journey. You have received a brochure for a luxury resort. The room was luxurious and the venue was impeccable. The restaurant's signature dishes look delicious. You were moved.

You go to resort. The room was mouldy and dirty. The food barely passed. Service is rude and sporadic. When you complain to management, you will encounter indifference, or worse, silence.

You leave disillusionment and disgust. For all the resort marketing, you feel that it's a grandiose exaggeration.

Brand marketing goes far beyond market marketing. If you don't ensure that all aspects of your business reflect and support the brand you want, it won't succeed. One of your most valuable assets is that your employees must be well trained to express and convey your brand. This step is especially important for service organizations that do not have products you can master. Their products are the soft assets of knowledge, experience and people.

Employees who do not provide brands may be the death of the enterprise. Unconvinced? Looking at customer reviews on the Internet, you may encounter more than a few negative reviews of your customer service. On the contrary, those employees who represent the perfect brand can promote the enterprise to a shining star.

Brand: the sum of all components

Although many people think that brands are not about your logos, slogans, and smooth brochures. Instead, a strong brand integrates multiple components, all of which are necessary, including customer interaction, employee communication, business philosophy and advertising/marketing efforts.

As the story above says, your brand extends to your employees, customers, media and even the public. If these components do not continue to enhance your brand, customers will be dissatisfied. If they express their views to other potential customers or even the media, the negative impact they perceive may have a ripple effect on your business. This will erode your brand equity and create misunderstandings about your company in the market, which may lead to potential customers, employees and investors passing on to your company.

On the other hand, brand consistency runs through all levels of an organization and helps to promote the growth and prosperity of an organization. Strong brands can boost sales growth. This company is better suited to attract and retain the best employees. Suppliers can see your brand value and look forward to establishing partnerships with your business, while investors see the business and your brand equity as a valuable commodity.

Brand promotion through employees

Your employees are one of the most important contact points for customers. Here are several steps to ensure that they represent your brand in the best light possible.

Develop company concept

A well-thought-out philosophy of planning guides how your company works, which is the first step in strengthening your brand among your employees.

Maintain brand consistency

This step is crucial for building a strong brand. However, consistency is often one of the first qualities to be unraveled. You have to build consistency in all aspects of the organization. But setting standards is not enough. You have to constantly evaluate your behavior. Establish checkpoints for all aspects of business that interact with customers and the public. Ensure that each employee has the right to identify and resolve inconsistencies in the brand. Unable to pass on a brand to a customer, he may forget. It's impossible for another person to do so. He or she may not be so tolerant. It only takes a small amount to disperse the brand you're selling.

Practice what you preach

The best way to lead is to lead by example. If your brand project your organization acts as a supportive employee and then goes back on its word, your brand (and sales) will suffer.

Implementing Brand Guidelines

To ensure brand consistency, your organization must establish a framework or set of brand guidelines. We need to discuss not only trademark or corporate logo guidelines, but also actual brand guidelines for communicating company brand positioning statements, key information, core values, brand content, success metrics, and the process of dealing with customer problems or feedback.

Understanding and Resolving Cultural Differences

With the development of science and technology, communication and the Internet, we are really becoming a global economy. It's more important than ever to consider cultural differences when building a brand, especially if your business has international influence. Customers' perception of Chinese and English words and sentences may not have the same meaning. Customer values and perceptions in China are positive and may have to be perceived in fundamentally different ways elsewhere. In the past, all other countries wanted to follow the American model. This is not necessarily the case today. Therefore, companies have a responsibility to ensure that their brands can transcend these cultural differences if they have a wider geographical range.

Brand extension goes far beyond your marketing efforts. Your brand is as good as the people behind it and the people in front of your customers. Take time to effectively build a corporate culture that reflects your brand. Train staff to represent brand. Evaluate the consistency of your brand in all aspects of your business. By doing so, you will strengthen your brand equity and make your company more successful.

推進品牌親和力

品牌親和力是一個名額，讓市場研究人員預測消費者的行為。品牌親和力還添加了一層有助於區分消費者的資訊，以便完成市场区隔。

研究顯示，3歲的孩子就能够識別標識，並將其與品牌聯系起來，甚至還能够使用品牌作為受歡迎程度或成功的標誌。

當顧客展示品牌親和力時，它看起來是什麼樣的？有些名額是：

• 他們會堅持品牌或公司的可能性
•  在給予自由選擇的情况下，他們很有可能從特定公司提供的組合中購買該品牌或其他品牌
• 他們向自己喜歡的公司或品牌進行介紹的良好機會；他們往往描述關於特定品牌、服務或公司的高水准的整體客戶滿意度。

提升品牌親和力的5種途徑

通過採用一系列的行銷策略和策略，你可以幫助客戶建立品牌親和力。無論它是一個新企業還是一個正在尋求發展其客戶基礎的成立的公司，重要的是要認識到它不是可以強迫或製造的，並且需要投入一些時間和資源來發展公司品牌和客戶忠誠度。

這裡有5種方法來提高品牌親和力：

1.   保持聯系並有針對性地思考

建立您的電子郵件清單並使用它與您的客戶溝通。不管是產品更新還是促銷優惠券，重要的是要與您的連絡人保持聯系，以保持當前和潜在的客戶考慮你給他們帶來的價值。

通過收集客戶與產品和網站互動管道的數據，您可以發送有針對性的電子郵件和廣告，以更好地服務於這些客戶及其需求。

2.   客戶服務巨星

如果你能使你的客戶以出色的客戶服務來識別你的品牌，你將會創造出一個讓你自己與競爭對手相區別的方法。如果客戶過去對品牌有積極的客戶服務經驗，他們通常願意為產品付出更多。這意味著簡單的退款，產品的擔保，或者只是為了獲得客戶的滿意而付出額外的努力。在客戶服務方面找出你的客戶基礎價值，並盡你所能滿足這些期望。

3.   輕鬆購物

它可能是一個易於瀏覽的網站或1-800號碼到達現場客戶服務代表，如果買方可以購買他們需要的而沒有延遲，你可能會經歷在公司形象和品牌親和力的提高。考慮購物者發現他們需要什麼或做出决定是多麼容易或困難。提供聯系點，並從顧客那裡尋求如何更好地購買購物的迴響。

4.   讓顧客處於迴圈中

不管你是在開發新產品、進行組織變革，還是你的網站正在煥然一新，確保你的客戶瞭解這些變革有助於建立客戶和公司之間的信任。

對自己的目標保持透明度，花時間去交流可能影響你們關係的變化將有助於建立信任，並自然地增强品牌親和力。

5.   挖掘社交網絡的力量

社交媒體的使用可以為你提供一些不同的優勢：

• 你可以監視和傾聽線上社區，瞭解人們對你的產品和品牌的看法。
• 您可以直接與客戶進行互動，從而更容易發展和培養關係（僅通過電子郵件活動很難培養這種關係）。
• 提供更高層次的客戶服務，並在公共場合。顧客可以更好地感知品牌，從而有效地及時處理網絡投訴或其他問題。
• 使用社交媒體平臺作為自己的頻道，提供獨特的和可共享的內容。
• 與聽眾建立牢固的聯系可以意味著他們將以積極的管道分享和傳播關於你的品牌的資訊。
•  花點時間回復郵件或帖子，參與每個平臺上的團體和社區，與您的粉絲進行交流。在社交媒體上與當前和潛在客戶進行合作可以提高品牌知名度，並為公司發展信任。

建立品牌意識和提高客戶忠誠度應該是針對您的公司和行銷活動的持續攻擊計畫。通過實施這5種方法來提高親和力，你可以在將來很長一段時間內成為客戶的好書。

Promoting brand affinity

Brand affinity is a quota that allows market researchers to predict consumer behavior. Brand affinity also adds a layer of information to help differentiate consumers in order to complete market segmentation.

Research shows that 3-year-olds can identify logos and associate them with brands, and even use brands as a sign of popularity or success.

When customers show brand affinity, what does it look like? Some places are:

• They will stick to the possibility of a brand or company.
• Given the freedom of choice, they are likely to buy the brand or other brands from the portfolio offered by a particular company.
• They have a good opportunity to introduce their favorite company or brand; they often describe a high level of overall customer satisfaction with a particular brand, service or company.

Five Ways to Improve Brand Affinity

By adopting a series of marketing strategies and strategies, you can help customers build brand affinity. Whether it's a new enterprise or a start-up company seeking to develop its customer base, it's important to recognize that it can't be forced or manufactured, and that it needs to invest some time and resources to develop the company's brand and customer loyalty.

Here are five ways to improve brand affinity:

1. Keep in touch and think pertinently

Create your e-mail list and use it to communicate with your customers. Whether it's product updates or promotional coupons, it's important to keep in touch with your contacts to keep current and potential customers thinking about the value you bring to them.

By collecting data from customer-product and website interaction channels, you can send targeted e-mails and advertisements to better serve these customers and their needs.

2. Customer service superstar

If you can make your customers identify your brand with excellent customer service, you will create a way to differentiate yourself from your competitors. If customers have positive customer service experience with brands in the past, they are usually willing to pay more for their products. This means simple refunds, product guarantees, or just extra effort to get customer satisfaction. Find out your customer's basic value in customer service and do your best to meet these expectations.

3. Easy shopping

It may be an easy-to-navigate website or a customer service representative arriving at the site with a 1-800 number. If buyers can buy what they need without delay, you may experience an improvement in the company's image and brand affinity. Consider how easy or difficult it is for shoppers to find out what they need or make decisions. Provide contact points and find out how to better buy the response from customers.

4. Keep customers in the loop

Whether you're developing new products, making organizational changes, or your website is taking on a new look, making sure your customers understand these changes will help build trust between customers and companies.

Being transparent about your goals and spending time communicating changes that may affect your relationship will help build trust and naturally enhance brand affinity.

5. Digging the Power of Social Networks

The use of social media can offer you some different advantages:

• You can monitor and listen to online communities and learn about people's perceptions of your products and brands.
• You can interact directly with customers, making it easier to develop and nurture relationships (which are difficult to nurture through e-mail activities alone).
• Provide higher-level customer service and in public. Customers can better perceive the brand, so as to effectively deal with online complaints or other problems in a timely manner.
• Use the social media platform as your channel to provide unique and shared content.
• Establishing strong links with the audience means that they will share and disseminate information about your brand in a positive way.
• Take time to respond to emails or posts, participate in groups and communities on each platform, and communicate with your fans. Cooperating with current and potential customers on social media can enhance brand awareness and develop trust for the company.

Building brand awareness and improving customer loyalty should be a continuing attack plan against your company and marketing activities. By implementing these five methods to improve affinity, you can become a good book for customers for a long time in the future.

如何發現並推廣到目標市場？

許多小企業主不知道客戶是誰？誰會買你的產品？他們認為“每個人”都會，而不是在目標市場上尋覓。

這樣的假設會導致錯誤的決策、錯誤的定價、錯誤的行銷策略，最終導致商業失敗。

學習如何建立有效的行銷策略。

最成功的企業明白只有有限數量的人會購買他們的產品或服務。然後，任務就變得盡可能精確地確定這些人是誰，並“瞄準”他們投入企業的行銷努力和金錢。

你也可以通過識別和服務一個特定的客戶群體——你的目標市場來建立一個更好、更强大的業務。

成為專家是關鍵

你需要做的第一件事情之一就是改進你的產品或服務，這樣你就不會試圖成為“所有人的一切”。成為一個專家！

例如，在我過去在大陸創立3D珠寶設計製作公司，在一開始的時候，並非鎖定在珠寶，而是企圖以電腦3D模型軟體，製作任何材質的商品，將它們呈現3D立體化。但是，經過一番摸索，我很快決定專注在珠寶的3D製作，並且只集中在鑽石首飾。經過試做約有1000可左右，我們終於製作出全球最精美的3D鑽石首飾，因而陸續接獲權中國知名珠寶品牌商訂單。有了鑽石首飾的基礎后，我再擴大到黃金首飾的製作，再獲得德國、意大利等珠寶品牌商的認證。

是的，這個決定消除了一部分市場-但它也給了我們一個'利基'，我們可以充分利用，並透過了珠寶品牌商之間對我公司的讚譽，建立起了我們的品牌形象。

如何發現並掌握利基市場

接下來，你需要瞭解人們購買產品或服務的三個基本原因：

• 滿足基本需求。
• 解决問題。
• 讓自己感覺良好。

您需要確定您的產品或服務屬於哪些類別，並準備相應地進行行銷。

您的產品或服務也可能適合不止一個類別，如上述我的大陸3D設計製作事業，從鑽石首飾開始，再擴充到黃金首飾，又再擴充到翡翠玉石首飾。各類首飾，都需要不同的專業技術，以及熟悉其背後的文化，能夠準確地反應出其含蘊。

認識目標市場

建立有效的行銷策略的下一步是利用市场區隔來鎖定目標市場。

首先，你的產品是國際的還是國家的？或者，你更可能主要在自己的地區或社區銷售它？

假設你的主要市場是本地的或地區性的，你生活在一個擁有30萬人口的城市。你需要做的第一件事是研究這個城市的人口統計，並將其劃分為市场区隔：

• 年齡：兒童、青少年、中青年、老年人
• 性別：男性，女性
• 教育：高中，大學，大學
•  收入：低、中、高
•  婚姻狀況：單身、已婚、離婚
•  種族和/或宗教背景
• 家庭生命週期：新婚，結婚10年至20年，有無子女。

這些資訊應該可以通過您當地的城市、圖書館或商會獲得——並且您能够獲得的詳細資訊越多越好。

接下來，你需要盡可能多地細分市場，以心理成分為指導：

• 生活方式：保守、刺激、時尚、經濟
• 社會階層：下、中、上
• 意見：容易領導或固執己見
• 活動和興趣：體育、健身、購物、書籍
• 態度和信念：環保主義者，安全意識。

*注：如果您是B2B公司，您還需要考慮可用於您的行業類型，以及他們的員工數量、年度銷售量、位置和公司穩定性。另外，你可能想知道他們是如何購買的：季節性的，本地的，銷售數量，誰做出决定？重要的是要注意，與個人不同的是，企業購買產品或服務只有三個原因：

• 增加收入
• 維持現狀
• 减少開支

如果你填補了這些公司的一個或多個需求，你可能已經找到了目標市場。

根據你的市場調研描述你的理想客戶

現在，你應該有一張藍圖，描繪你的理想顧客是誰或者你想成為什麼樣的人。

根據你的商業性質，你甚至可以寫出你的客戶的描述。”我的目標客戶是30多歲或40多歲的中產階級婦女，她們已婚並有孩子，而且對環境意識强，身體健康。”

根據你在上述研究中發現的數位，你甚至可能知道，例如，在你所在地區大約有100,000個潛在客戶！很可能，其中30,000人已經忠於競爭對手，但是仍然有60,000人沒有或者還沒有從任何人那裡購買產品。做研究！

如果需要，擴展或重新瞄準你的市場

很多時候，潛在客戶不瞭解你的公司，或者說不清楚你的公司和別人之間的區別。一旦你知道誰是你最好的顧客，你的工作就是“瞄準”你所確定的群體——即使你有競爭對手。

此外，您可以使用上面的示例來决定，您還希望將目標市場擴展到包括50至60歲的婦女。如果你回到人們購買商品或服務的基本原因，並且能够找到針對那個年齡段的方法，你可能成功地佔領了更大的市場份額！

另一方面，如果你“專門化”你的產品或服務，然後調查你的目標市場，卻發現可能只有不到1,000個人會從你那裡購買呢？

首先，如果這1,000個客戶是公司客戶，他們每年會在你的產品或服務上花費數萬台幣，那麼你沒有什麼可擔心的。但如果這1,000家公司每十年只在你的產品或服務上花費1,000台幣，你需要重新修正妳的商業計劃上，也許還要確定一個更廣闊的目標市場。至少，你擁有所有你需要重新開始的資訊，或者走一個不同的方向。

讓我們面對現實吧——有市場，有目標市場。

How to find and promote into the target market?

Many small business owners don't know who their customers are. Who will buy your product? They think "everyone" will, not in the target market.

Such assumptions can lead to wrong decisions, wrong pricing, wrong marketing strategies, and ultimately business failure.

Learn how to build effective marketing strategies

The most successful businesses understand that only a limited number of people will buy their products or services. Then the task becomes to identify as precisely as possible who these people are and "target" the marketing efforts and money they put into the business.

You can also build a better and stronger business by identifying and serving a specific customer group, your target market.

Becoming an expert is the key

One of the first things you need to do is to improve your product or service so that you don't try to be "everything for everyone". Become an expert!

For example, in the past, when I set up a 3-D jewelry design and production company in mainland China, at the beginning, I did not lock in jewelry, but attempted to use computer 3-D model software to make products of any material and render them 3-D. However, after a lot of exploration, I quickly decided to focus on jewelry 3D production, and only focus on diamond jewelry. After a trial production of about 1000, we finally produced the most beautiful 3D diamond jewelry in the world, and consequently received orders from well-known Chinese jewelry brands. With the foundation of diamond jewelry, I will expand to the production of gold jewelry, and then get the certification of German, Italian and other jewelry brands.

Yes, this decision eliminated part of the market - but it also gave us a niche that we could make full use of and build our brand image through the praise of our company among jewelry brands.

How to discover and master niche market

Next, you need to understand three basic reasons why people buy products or services:。

• To meet basic needs.
• Solve the problem.
• Make yourself feel good.

You need to identify the categories of your products or services and be prepared to market them accordingly.

Your products or services may also be suitable for more than one category, such as my mainland 3D design and production business, starting with diamond jewelry, then expanding to gold jewelry, and then to jadeite jewelry. All kinds of jewelry need different professional skills, as well as familiarity with the culture behind it, to accurately reflect its implications.

Understanding the Target Market

The next step to establish an effective marketing strategy is to use market segmentation to lock in the target market.

First of all, is your product international or national? Or are you more likely to sell it mainly in your own area or community?

Assuming that your main market is local or regional, you live in a city with 300,000 people. The first thing you need to do is to study the demographics of the city and divide it into market segments:

• Age: children, adolescents, young and middle-aged, elderly
• Gender: male, female
• Education: High School, University, University
• Income: low, medium and high
• Marital status: single, married, divorced
• Racial and/or religious background
• Family Life Cycle: Newlyweds, 10 to 20 years of marriage, with or without children.

This information should be available through your local city, library or chamber of Commerce - and the more detailed information you can get, the better.

Next, you need to segment the market as much as possible, guided by psychological components:

• Lifestyle: conservative, stimulating, fashionable, economic
• Social strata: lower, middle and upper
• Opinion: Easy to lead or stubborn
• Activities and Interests: Sports, Fitness, Shopping, Books
• Attitudes and beliefs: environmentalists, safety awareness.

* Note: If you are a B2B company, you also need to consider the type of industry available to you, as well as the number of employees, annual sales, location and company stability. In addition, you may want to know how they buy: seasonal, local, sales volume, who makes the decision? It is important to note that unlike individuals, there are only three reasons why businesses buy products or services:

• Increase revenue
• Maintaining the status quo
• Reduce expenditure

If you fill one or more of these companies' needs, you may have found the target market.

Describe your ideal customer based on your market research

Now, you should have a blueprint of who your ideal customer is or what kind of person you want to be.

Depending on the nature of your business, you can even write a description of your customers. My target customers are middle-class women in their 30s or 40s, who are married and have children, who are environmentally conscious and healthy.

Based on the digits you found in the above research, you may even know, for example, that there are about 100,000 potential customers in your area! Probably 30,000 of them have been loyal to their competitors, but 60,000 still haven't bought or haven't bought products from anyone. Do research!

Expand or re-target your market if necessary

Many times, potential customers don't know your company, or the difference between your company and others. Once you know who your best customers are, your job is to "target" the groups you identify - even if you have competitors.

In addition, you can use the example above to decide that you want to expand the target market to include women aged 50 to 60. If you go back to the basic reasons why people buy goods or services and find ways to target that age group, you may succeed in gaining a larger market share!

On the other hand, if you "specialize" your product or service and then investigate your target market, you may find that less than 1,000 people will buy from you?

First of all, if 1,000 customers are corporate customers who spend tens of thousands of NT dollars a year on your products or services, then you have nothing to worry about. But if these 1,000 companies spend only NT$1,000 per decade on your products or services, you need to revise your business plan and perhaps identify a broader target market. At least, you have all the information you need to start over, or take a different direction.

Let's face the reality - there's a market, there's a target market.