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?
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.
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