CAJ | 학술논문

如何准确把握消费者需求和解决消费者面临的艰难选择, 是所有商业需要面对的问题.本文论述了从顾客区隔中谋取利润的四步法: 区隔并找出有价值的顾客, 针对竞争对手抢先在潜在顾客心智模式中占领有效位置并让企业品牌胜出, 赢得有价值顾客的优先选择权. 在对潜在顾客生命周期价值的财务性、非财务性因素分析的基础上, 探讨了财务性和非财务性影响因素对顾客区隔谋取利润营销策略的影响.
여하준학파악소비자수구화해결소비자면림적간난선택, 시소유상업수요면대적문제.본문논술료종고객구격중모취리윤적사보법: 구격병조출유개치적고객, 침대경쟁대수창선재잠재고객심지모식중점령유효위치병양기업품패성출, 영득유개치고객적우선선택권. 재대잠재고객생명주기개치적재무성、 비재무성인소분석적기출상, 탐토료재무성화비재무성영향인소대고객구격모취리윤영소책략적영향.
There are some problems faced by all the businesses such as how to accurately grasp the demand of the consumers and solve the difficult choice faced by the consumers. The paper discusses the four steps of making profits from consumers' segmentation, namely, finding out the valuable customers from the market segmentation;occupying the effective position in the mental models of the potential customers aimed at the competitors; standing out the brand of enterprises and winning the prior selection right of valuable customers. The paper discusses the effect of financial and non-financial factors on the strategies of making profits from consumers' segmentation on the basis of lifetime value analysis of financial and non-financial factors for potential customers.