The needs of customer segmentation in Network marketing environment

1. The importance of website customer segmentation

Due to the openness of the network and the advantages of not being limited by physical address, the potential customers of a shopping E-commerce website are very extensive, and all visitors to this site are potential customers in the world. But according to http://www.aliyun.com/zixun/aggregation/32268.html "> survey shows that the current network marketing a basic situation is: more than 95% of visitors (potential customers) after browsing the corporate web site, Are quietly away and did not take the initiative to contact the enterprise, that is to say: E-commerce site every day in the loss of 95% of the network business opportunities ... This is today's traditional network marketing embarrassment, with a huge potential customers does not mean that there is a real customer.

After the potential customer base is identified, the E-commerce site must have detailed customer segmentation. This is because, in real life, because of people's gender, age, occupation, income, living background and many other conditions, so that they have the same thing or product has a completely different views and views, the same product or service needs and desires there are obvious differences. For an enterprise, the same product or service cannot meet the needs of all the customers in the market, but only a certain dominant customer plus several kinds of non-dominant customers. For a variety of consumer groups, customer segmentation is the purpose of the customer through different indicators to subdivide, identify the most profitable customer base, determine the core target customer market, analyze the characteristics and needs of different customer groups, implement different strategies for targeted customers to provide one-on-one personalized service, In order to make customer relationship management really become the network marketing booster.

2. Customer segmentation in Network marketing environment

The purpose of each Internet access website is different, according to their use of the site, we put all the E-commerce site customer groups into three categories:

2.1 Simple browser: Refers to in the occasional case (for example, through the search engine) into a website, there is no clear purpose, there is no clear purchase plan, but simply browsing the page of the group. This kind of group is the website potential customer, each visitor is the enterprise's latent purchasing power, the visitor is the network biggest kind of group, the data shows: the website visitor has 90% belongs to the simple browsing person.

2.2 Information collectors: refers to a group that enters a website that has a dedicated collection of information, these people have a detailed plan for what information to collect, they have the incentive to buy, but not necessarily immediately buy, and do not determine the brand and price of the purchase, before they purchase, They need to collect and compare more merchandise information.

2.3 Immediate buyers: These people have specific shopping plans and purposes, what items they buy before they enter the site, the number of purchases, the brand has been identified, and an immediate purchase is made. Data show: Less than 5% of the visitors to the site, the immediate purchaser, but this group is the most authentic customer of the website, and they are most likely to become loyal customers of the enterprise, customers in the loyalty phase is critical to the enterprise, not only because he will continue to purchase this site, More importantly, he would recommend the site to others in the form of live advertising.

The Internet age brings many conveniences to people's lives. E-commerce is becoming an important mode of people's online consumption. In addition, the development of enterprises must take the road of E-commerce. Measuring an enterprise E-commerce site is good or bad, traffic and access volume is a very important indicator, but the most successful e-commerce sites are often not the largest number of visitors and most visitors to the site, but the most buyers of the site. Therefore, enterprises must develop different marketing strategies for different customer groups, turn potential customers into loyal customers and increase the number of buyers, which is one of the most important tasks of CRM in e-commerce environment.

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