[分享]客户细分
<p><font face="宋体">万科:</font></p><p><font face="宋体">从客户的收入、生命周期和价值取向，将客户分成对价格敏感的务实家庭，注重自我感受的职业新锐家庭，注重望子成龙的传统家庭，彰显地位的成功家庭以及关心健康的幸福晚年家庭五种类型,关注客户“首次购房—首次换房－二次换房－退休用房”的终身购房计划</font><span lang="EN-US" times="" new="" roman="" style="mso-bidi-font-size: 10.5pt; mso-fareast-font-family: ;"><span style="mso-list: Ignore;"><font face="宋体" size="5"><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt 18pt; TEXT-INDENT: -18pt; mso-list: l0 level1 lfo1; tab-stops: list 18.0pt;"><span lang="EN-US" times="" new="" roman="" style="mso-fareast-font-family: ;"><span style="mso-list: Ignore;"><font face=""><font size="3">1、</font><span times="" new="" roman="" style="FONT-WEIGHT: normal; FONT-SIZE: 7pt; LINE-HEIGHT: normal; FONT-STYLE: normal; FONT-VARIANT: normal;"> </span></font></span></span><font size="3"><span new="" roman="" mso-ascii-font-family="" times="" style="FONT-FAMILY: 宋体; mso-hansi-font-family: ;">社会新锐，即工作</span><span lang="EN-US"><font face="">3</font></span><span new="" roman="" mso-ascii-font-family="" times="" style="FONT-FAMILY: 宋体; mso-hansi-font-family: ;">到</span><span lang="EN-US"><font face="">5</font></span><span new="" roman="" mso-ascii-font-family="" times="" style="FONT-FAMILY: 宋体; mso-hansi-font-family: ;">年，有一定的积蓄和经济基础的年轻人</span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt 18pt; TEXT-INDENT: -18pt; mso-list: l0 level1 lfo1; tab-stops: list 18.0pt;"><span lang="EN-US" times="" new="" roman="" style="mso-fareast-font-family: ;"><span style="mso-list: Ignore;"><font face=""><font size="3">2、</font><span times="" new="" roman="" style="FONT-WEIGHT: normal; FONT-SIZE: 7pt; LINE-HEIGHT: normal; FONT-STYLE: normal; FONT-VARIANT: normal;"> </span></font></span></span><span new="" roman="" mso-ascii-font-family="" times="" style="FONT-FAMILY: 宋体; mso-hansi-font-family: ;"><font size="3">核心家庭，家庭有一个生活核心，所有的家庭抉择均优先考虑核心人物的生活，以“望子成龙型”为主</font></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt 18pt; TEXT-INDENT: -18pt; mso-list: l0 level1 lfo1; tab-stops: list 18.0pt;"><span lang="EN-US" times="" new="" roman="" style="mso-fareast-font-family: ;"><span style="mso-list: Ignore;"><font face=""><font size="3">3、</font><span times="" new="" roman="" style="FONT-WEIGHT: normal; FONT-SIZE: 7pt; LINE-HEIGHT: normal; FONT-STYLE: normal; FONT-VARIANT: normal;"> </span></font></span></span><span new="" roman="" mso-ascii-font-family="" times="" style="FONT-FAMILY: 宋体; mso-hansi-font-family: ;"><font size="3">活跃长者，有着足够的经济的实力，退休的老人，同时又关心自己老年生活</font></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt 18pt; TEXT-INDENT: -18pt; mso-list: l0 level1 lfo1; tab-stops: list 18.0pt;"><span lang="EN-US" times="" new="" roman="" style="mso-fareast-font-family: ;"><span style="mso-list: Ignore;"><font face=""><font size="3">4、</font><span times="" new="" roman="" style="FONT-WEIGHT: normal; FONT-SIZE: 7pt; LINE-HEIGHT: normal; FONT-STYLE: normal; FONT-VARIANT: normal;"> </span></font></span></span><span new="" roman="" mso-ascii-font-family="" times="" style="FONT-FAMILY: 宋体; mso-hansi-font-family: ;"><font size="3">社会标签，成功人士，追求毫宅的人。不是万科的主力目标客户。</font></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt 18pt; TEXT-INDENT: -18pt; mso-list: l0 level1 lfo1; tab-stops: list 18.0pt;"><span lang="EN-US" times="" new="" roman="" style="mso-fareast-font-family: ;"><span style="mso-list: Ignore;"><font face=""><font size="3">5、</font><span times="" new="" roman="" style="FONT-WEIGHT: normal; FONT-SIZE: 7pt; LINE-HEIGHT: normal; FONT-STYLE: normal; FONT-VARIANT: normal;"> </span></font></span></span><span new="" roman="" mso-ascii-font-family="" times="" style="FONT-FAMILY: 宋体; mso-hansi-font-family: ;"><font size="3">经济务实型，拆迁后需要新的房子生活的人群。</font></span></p></font></span></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt 18pt; TEXT-INDENT: -18pt; mso-list: l0 level1 lfo1; tab-stops: list 18.0pt;"><span lang="EN-US" times="" new="" roman="" style="mso-fareast-font-family: ;"><span style="mso-list: Ignore;"><font face=""><font size="3">1、</font><span times="" new="" roman="" style="FONT-WEIGHT: normal; FONT-SIZE: 7pt; LINE-HEIGHT: normal; FONT-STYLE: normal; FONT-VARIANT: normal;"> </span></font></span></span><font size="3"><span new="" roman="" mso-ascii-font-family="" times="" style="FONT-FAMILY: 宋体; mso-hansi-font-family: ;">社会新锐，即工作</span><span lang="EN-US"><font face="">3</font></span><span new="" roman="" mso-ascii-font-family="" times="" style="FONT-FAMILY: 宋体; mso-hansi-font-family: ;">到</span><span lang="EN-US"><font face="">5</font></span><span new="" roman="" mso-ascii-font-family="" times="" style="FONT-FAMILY: 宋体; mso-hansi-font-family: ;">年，有一定的积蓄和经济基础的年轻人</span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt 18pt; TEXT-INDENT: -18pt; mso-list: l0 level1 lfo1; tab-stops: list 18.0pt;"><span lang="EN-US" times="" new="" roman="" style="mso-fareast-font-family: ;"><span style="mso-list: Ignore;"><font face=""><font size="3">2、</font><span times="" new="" roman="" style="FONT-WEIGHT: normal; FONT-SIZE: 7pt; LINE-HEIGHT: normal; FONT-STYLE: normal; FONT-VARIANT: normal;"> </span></font></span></span><span new="" roman="" mso-ascii-font-family="" times="" style="FONT-FAMILY: 宋体; mso-hansi-font-family: ;"><font size="3">核心家庭，家庭有一个生活核心，所有的家庭抉择均优先考虑核心人物的生活，以“望子成龙型”为主</font></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt 18pt; TEXT-INDENT: -18pt; mso-list: l0 level1 lfo1; tab-stops: list 18.0pt;"><span lang="EN-US" times="" new="" roman="" style="mso-fareast-font-family: ;"><span style="mso-list: Ignore;"><font face=""><font size="3">3、</font><span times="" new="" roman="" style="FONT-WEIGHT: normal; FONT-SIZE: 7pt; LINE-HEIGHT: normal; FONT-STYLE: normal; FONT-VARIANT: normal;"> </span></font></span></span><span new="" roman="" mso-ascii-font-family="" times="" style="FONT-FAMILY: 宋体; mso-hansi-font-family: ;"><font size="3">活跃长者，有着足够的经济的实力，退休的老人，同时又关心自己老年生活</font></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt 18pt; TEXT-INDENT: -18pt; mso-list: l0 level1 lfo1; tab-stops: list 18.0pt;"><span lang="EN-US" times="" new="" roman="" style="mso-fareast-font-family: ;"><span style="mso-list: Ignore;"><font face=""><font size="3">4、</font><span times="" new="" roman="" style="FONT-WEIGHT: normal; FONT-SIZE: 7pt; LINE-HEIGHT: normal; FONT-STYLE: normal; FONT-VARIANT: normal;"> </span></font></span></span><span new="" roman="" mso-ascii-font-family="" times="" style="FONT-FAMILY: 宋体; mso-hansi-font-family: ;"><font size="3">社会标签，成功人士，追求毫宅的人。不是万科的主力目标客户。</font></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt 18pt; TEXT-INDENT: -18pt; mso-list: l0 level1 lfo1; tab-stops: list 18.0pt;"><span lang="EN-US" times="" new="" roman="" style="mso-fareast-font-family: ;"><span style="mso-list: Ignore;"><font face=""><font size="3">5、</font><span times="" new="" roman="" style="FONT-WEIGHT: normal; FONT-SIZE: 7pt; LINE-HEIGHT: normal; FONT-STYLE: normal; FONT-VARIANT: normal;"> </span></font></span></span><span new="" roman="" mso-ascii-font-family="" times="" style="FONT-FAMILY: 宋体; mso-hansi-font-family: ;"><font size="3">经济务实型，拆迁后需要新的房子生活的人群。</font></span></p><p><font face="宋体">Pulte Homes:注重从客户的生命周期和支付能力对客户进行明确的细分</font></p><p><font face="宋体">首次置业者、常年工作流动人士、单人工作丁克家庭、双人工作丁克家庭、有婴儿的夫妇、单亲家庭、成熟家庭、富足成熟家庭、空巢家庭、大龄单身贵族、活跃长者</font></p> <p>不错！收了！：）</p>
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