目标市场是指一群您希望通过沟通与营销，促使其购买您产品和／或服务的客群。若要锁定理想的目标客群，您需要确信不同的市场区隔之间存在明确且具意义的差异。接著，您可以依据对企业最重要的因素，进行比较并选择优先开发的目标区隔。

例如：

规模：该市场区隔是否具有足够的规模，并具备未来成长潜力？
获利能力：该市场区隔能否带来足够的财务回报？
可达性：您能否有效接触并吸引该目标市场区隔？
稳定性：该市场区隔是否能在一段时间内维持相对稳定？

当您对目标市场有了清晰的了解后，就能进一步建立客户资料。

The target market is a group of customers that you communicate with to help them buy your products and/or services. To target your ideal customers, you should be confident that there are clear and meaningful differences between the market segments. You can then choose your high priority target segments by comparing them based on what's most important to your business.

For example:

size – is a segment large enough and does it have potential to grow in the future?
profitability – can the segment deliver enough financial value?
accessibility – can you reach and engage the target segment?
stability – will it stay relatively stable over time?

Once you develop an understanding of your target market, you can then develop a customer profile.

这可以通过评估以下四项特征来完成：

This can be achieved by evaluating four characteristics as described below:

1: 人口统计 | Demographics
2: 心理特征| Psychographic
3: 行为特征 | Behavioural
4: 地理特征 | Geographic

人口统计：决定您的主要目标客群是谁。您可以通过以下基本特征的任意组合来定义市场区隔，例如：

年龄
性别
婚姻状况
收入
教育程度
职业
所属企业

如果您的营销对象是其他企业，还可以加入如行业类别与公司规模等因素。

例子：
一间软体供应商可能会锁定在中型企业（20–199 名员工）工作的 IT 专业人士作为主要目标市场。

Demographics: Decide who your main target audience is. You can define your segment using any combination of basic characteristics, such as:

age
gender
marital status
income
education
occupation
business.

If you market to other businesses, you can include factors like industry and company size.

Example: A software provider may focus on IT professionals who work in medium-sized businesses with 20–199 employees.

心理特征通常会与人口统计区隔结合使用。它依据心理与人格特质，以及社会与情感等因素，例如：

生活方式
态度
价值观
意见
兴趣

例子：
一间个人训练工作室可能会锁定重视健康与体能、并热爱户外冒险的女性作为主要目标客群。

Psychographic: This is often combined with demographic segmentation. It's based on psychological and personality traits and social and emotional factors like:

lifestyle
attitudes
values
opinions
interests.

Example: A personal training business focuses on women who value health and fitness and enjoy outdoor adventure.

行为特征（Behavioural）：这种区隔方式依据顾客的消费与购买习惯，以及他们与企业的互动方式。可能包括：

购买决策方式：他们如何决定购买什么？（例如：对他们而言，价格、便利性还是品牌最重要？）
购买途径：他们使用哪些购买方式？（例如：在实体店购物或通过网路下单？）
购买时机与频率：他们何时以及多久购买一次？（例如：定期购买，或仅在特定季节或特殊场合购买？）

例子：
一间电子产品公司可能会锁定偏好通过网站下单、并重视当日配送服务的客户。

如果您是在线经营，请了解如何研究您的受众，并根据他们的在线行为对市场进行区隔。

Behavioural: This divides customers according to their spending and buying habits and how they interact with your business. This may include:

how they decide what to buy (e.g. is price, convenience, or brand most important to them?)
which channels they use (e.g. do they shop instore, on online)
when and how often they buy from you (e.g. regularly, or only seasonal or on special occasions?).

Example: An electronics business focuses on customers who prefer to place orders on the website and who value same-day delivery.

If you're doing business online, find out how to research your audience and segment your market based on their online behaviour.

地理位置：这种区隔方式依据客户所在地点而定。根据不同的企业类型，区隔范围可能包括：

国家
州／领地
地区
邮政编码
郊区／小区

例子：
一间位于购物中心的餐厅，可能会锁定居住或工作于 5 公里范围内的现有与潜在客户。

Geographic: This is based on location. Depending on the business type, this could be a:

country
state
region
postcode
suburb.

Example: A restaurant in a shopping centre focuses on existing and potential customers who live or work within 5km.

来源：昆士兰商业局网站

Source: Business Queensland website

客户服务

了解您的客户是谁，有助于设计出最能引起他们共鸣的客户服务方式。客户服务通常可分为三个阶段，并应在每个阶段制定相应的指引与政策，以确立服务标准：

销售前：指客户在购买前的互动体验。这可能包括他们在网站上搜寻信息、阅读评论与推荐的过程，以及进入实体店面时所受到的接待。
销售时：指交易发生时与顾客的互动。此阶段可通过追加销售战略（add-on tactics）创造额外收益；如果顾客能从中受益，也能为整体顾客体验增加价值。
销售后：售后服务极为重要，因为这是获得推荐与回流商机的关键时期。此阶段可能包括后续沟通、产品保固、推荐奖励或客户忠诚计画等服务。

来源：昆士兰商业局网站

Customer Service

Understanding who your customers are can help inform the customer service they are likely to respond to. Customer service occurs in three stages. Guidelines and policies should set standards at each stage:

Before the sale: how the customer is engaged prior to purchase. This may include experiences while doing research on websites, reviews and testimonials, and how they're treated when they enter a store.
Point of sale: how you interact with the customer at the time of transaction. There is a chance for additional revenue here with add on tactics, and if the customer benefits from this there is great value added to benefit the customer overall.
After the sale: after sale service is so important as this is where we may get referrals and repeat business testimonials. There may be communication, warranties, rewards for referrals and loyalty plans.

Source: Business Queensland website