Nguyn tc xc nh ng th trng mc tiu

Bn cng thu hiu khch hng bao nhiu th doanh nghip ca bn s cng pht trin by nhiu. Tuy nhin, nhng d n mi lun gp phi 2 vn : mt l vic xc nh th trng mc tiu v hai l doanh nghip thng t ra s mnh qu to ln. Robert Hisrich Gim c trung tm Walker, Hc vin Qun l dnh cho Doanh nhn ton cu chia s: Chng ta thng nh gi qu cao quy m ca th trng. Tuy nhin, trong nhiu trng hp, th trng chng c khch hng no c. Di y l 10 cu hi s gip bn quyt nh c liu bn xc nh ng th trng mc tiu hay cha v th trng u:

Cu hi 1: Ai s tr tin cho sn phm, dch v ca ti?

Theo Greg Habstritt, ngi sng lp ra SimpleWealth.com, mt website chuyn t vn cho cc doanh nghip nh t ti Alberta, Canada: u tin, hy c hiu nhng vn m sn phm hay dch v ca bn c th gii quyt c. Ni cch khc, sn phm, dch v ca bn dnh cho nhng ngi c nhu cu nh th no? Sau , s dng nhng thng tin ny quyt nh ai s l ngi sn sng tr tin cho sn phm ca bn. Habstritt cho rng: Khch hng tim nng ca bn khng nhng ang cn mt iu g m h cn cn phi nhn thc c ci h ang cn l g. ng khuyn dng cng c t kha ca Google thy c s lng ngi tm kim nhng t lin quan n tng kinh doanh ca bn.

Cu hi 2: Ai tng mua sn phm ca ti ri?

Amos Adler, Gim c Memotext, ngi xy dng ng dng v phng php s dng thuc Bethesda, Maryland, M ni rng cn i c th trng mc t iu v chnh

sch gi, bn phi bit v nghin cu nhng ngi tng mua sn phm, dch v ca mnh. Bn s c c ci nhn qu bu v r rng hn khi pht hnh sn phm trong giai on th nghim. Thng qua , nhn thy c khch hng tim nng c sn sng chi hu bao cho sn phm, dch v ny hay khng.

Cu hi 3: Liu ti c nh gi qu cao hng tip cn ca mnh?

Tht qu d dng nu gi nh rng hu ht mi ngi s cn sn phm, dch v ca bn. Nhng thay v gi nh nh th, hy tip cn nhng lp khch hng tim nng c c bc tranh ton cnh v thc t v cc nhm cng chng v gii hn c kh nng ca th trng. Bn c th lm phiu thm d, phng vn ngi i ng hay khch hng trong cc ca hiu hoc t chc tho lun theo cc nhm nh c chn ra t khch hng tim nng.

Cu hi 4: Cc khch hng mng li ca ti ang ngh g?

Rt kh c th hiu th trng mc tiu bng cch tm kim phn hi ca khch hng thng qua phiu thm d hay cc phng tin truyn thng khc. Nhng cng l nhng cch ny, bn thay i cch thc th hin mt cht, nh c th gn n vo mng x hi d dng nhn phn hi hn. Bryan Darr, ngi sng lp ra Mosaik Solutions, cng ty phn tch d liu Memphis, Tennessee, M cho rng rt nhiu ngi trong mng li rng ln ca bn s sn sng b thi gian ra trao i quan im v a ra cho bn li khuyn.

Cu hi 5: Ti c nn a ra cc gi nh da trn kin thc v kinh nghim c nhn ca mnh khng?

Kin thc v kinh nghim c nhn ca bn s khin bn tin rng bn hiu c th trng mc tiu, thm ch trc khi bn lm bt k mt cuc iu tra no. V d nu bn l ngi yu thch th thao v mun bt u cng vic kinh doanh lin quan n chm sc sc khe, bn s thng hay ngh bn hiu khch hng ca mnh. ng ngh rng bn c th ngh ging vi nhng iu m khch hng mc tiu ang ngh. Bn phi hi h v ni chuyn vi h c th thc s hiu h ang mun v ngh g.

Cu hi 6: M hnh doanh thu ca ti s nh th no?

Vch ra cch thc gt hi doanh thu nh th no s gp phn gip bn xc nh ng n hn th trng mc tiu. So vi cc d n mang tnh x hi (khng c k hoch doanh thu c th) th cc d n bn hng trc tuyn (c th tnh ton doanh thu) s xc nh c th trng mc tiu mt cch n gin hn.

Cu hi 7: Ti s bn sn phm, dch v nh th no?

Chin dch bn l s gip bn quyt nh c th trng mc tiu. Bn s c mt ca hng, mt website hay c hai? Bn s thc hin tip th sn phm trong nc hay ngoi nc na? Ly v d, nhng doanh nghip kinh doanh trc tuyn s c nhng khch hng tr hn nhng ca hng kinh doanh thng thng. Mt doanh nghip kinh doanh ca tim bnh thng s thu hp th trng mc tiu dng li mc nhng ngi hng xm hoc ngi ln cn.

Cu hi 8: Nhng i th ca ti bt u nh th no?
nh gi c chin lc marketing ca i th s gip bn xc nh c khch hng mc tiu ca ring bn. Nhng ng nhin, ng p dng y ht cch tip cn marketing ca cc i th ln khi bn xc nh khch hng mc tiu. Bn phi bit phn bit nhng g bn ang lm vi nhng th i th lm Darr ni.

Cu hi 9: Ti s tm khch hng nh th no?

Khi bn bt u tm khch hng mc tiu, c gng quyt nh liu bn c th tip th n h mt cch hiu qu khng. Bn s cn tin hnh nhng cuc nghin cu th trng v nghin cu cc lnh vc v nhn khu hc, a l v sc mua ca khch hng mc tiu. Nu bn ang bn hng mt ca tim th bn cn bit s lng ngi trong th trng mc tiu ca bn sng gn l bao nhiu. Nu bn kinh doanh trn website, bn cn bit v hnh vi ca khch hng trc tuyn trong tng lai. Hiu c lm cch no xc nh c khch hng ca mnh cng sm th n s gip bn thit lp c k hoch khi bn bt u xy dng chin lc marke ting. Hisrich ni.

Cu hi 10: C th m rng th trng mc tiu ca ti khng?

Darr cho rng vic xc nh th trng mc tiu hay m rng n cn c phi lm theo thi gian. V d, vch ra c liu bn ang nhm ti ngi tiu dng trong nc hay nc ngoi c th l s khi u tt. Trong nhng nm gn y, khi sc mnh ca vic nh v trn di ng pht trin th Darr nhn thy s lng th trng mc tiu c th pht trin ngay ti cng ty ca ng. C th l, bnh thng Mosaik ch lm vic ch yu vi cc nh mng khng dy, nhng by gi Darr cng tnh thm cc nh cung cp mng cp v i truyn hnh nh khch hng ca mnh na.
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