目標市場是指一群您希望透過溝通與行銷，促使其購買您產品和／或服務的客群。若要鎖定理想的目標客群，您需要確信不同的市場區隔之間存在明確且具意義的差異。接著，您可以依據對企業最重要的因素，進行比較並選擇優先開發的目標區隔。

例如：

規模：該市場區隔是否具有足夠的規模，並具備未來成長潛力？
獲利能力：該市場區隔能否帶來足夠的財務回報？
可達性：您能否有效接觸並吸引該目標市場區隔？
穩定性：該市場區隔是否能在一段時間內維持相對穩定？

當您對目標市場有了清晰的了解後，就能進一步建立客戶資料。

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.

這可以透過評估以下四項特徵來完成：

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

1: 人口統計 | Demographics
2: 心理特徵 | Psychographic
3: 行為特徵 | Behavioural
4: 地理特徵 | Geographic

人口統計：決定您的主要目標客群是誰。您可以透過以下基本特徵的任意組合來定義市場區隔，例如：

年齡
性別
婚姻狀況
收入
教育程度
職業
所屬企業

如果您的行銷對象是其他企業，還可以加入如行業類別與公司規模等因素。

例子：
一間軟體供應商可能會鎖定在中型企業（20–199 名員工）工作的 IT 專業人士作為主要目標市場。

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.

心理特徵通常會與人口統計區隔結合使用。它依據心理與人格特質，以及社會與情感等因素，例如：

生活方式
態度
價值觀
意見
興趣

例子：
一間個人訓練工作室可能會鎖定重視健康與體能、並熱愛戶外冒險的女性作為主要目標客群。

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.

行為特徵：這種區隔方式依據客戶的消費與購買習慣，以及他們與企業之間的互動方式。可能包括：

購買決策方式：他們如何決定購買什麼？（例如：對他們而言，價格、便利性還是品牌最重要？）
購買途徑：他們使用哪些購買方式？（例如：在實體店購物或透過網路下單？）
購買時機與頻率：他們何時以及多久購買一次？（例如：定期購買，或僅在特定季節或特殊場合購買？）

例子：
一間電子產品公司可能會鎖定偏好透過網站下單、並重視當日配送服務的客戶。

如果您是線上經營，請了解如何研究您的受眾，並根據他們的線上行為對市場進行區隔。

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：這種區隔方式依據客戶所在地點而定。根據不同的企業類型，區隔範圍可能包括：

國家
州／領地
地區
郵遞區號
郊區／社區

例子：
一間位於購物中心的餐廳，可能會鎖定居住或工作於 5 公里範圍內的現有與潛在客戶。

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.

來源：昆士蘭商業局網站

Source: Business Queensland website

客戶服務

了解您的客戶是誰，有助於設計出最能引起他們共鳴的客戶服務方式。客戶服務通常可分為三個階段，並應在每個階段制定相應的指引與政策，以確立服務標準：

銷售前：指客戶在購買前的互動體驗。這可能包括他們在網站上搜尋資訊、閱讀評論與推薦的過程，以及進入實體店面時所受到的接待。
銷售時：指交易發生時與顧客的互動。此階段可透過追加銷售策略（add-on tactics）創造額外收益；如果顧客能從中受益，也能為整體顧客體驗增加價值。
銷售後：售後服務極為重要，因為這是獲得推薦與回流商機的關鍵時期。此階段可能包括後續溝通、產品保固、推薦獎勵或客戶忠誠計畫等服務。

來源：昆士蘭商業局網站

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