The crop of old traditional Chinese medical science of period of time glided recently many, the feeling is experiencing creativity one round dried up, if wanting to write more very much, the problem still cannot find a sense temporarily. For this old traditional Chinese medical science is searching prescription painstakingly, do not have a thing to see Western medicine secretly, perhaps eat bit of head what to spend. Hope this article can let old traditional Chinese medical science walk out of brief psychological cycle (regard as of physiology cycle go back automatically please side wall) .
Nevertheless old today doctor of traditional Chinese medicine wants to challenge his these year avoid back and forth most, also be a satisfactory least of all topic: About consumer crowd classification and crowd picture. Really this problem is very serious, but do very soddenly again.
Model of almost all research cares about excessive!
Crowd classification model is in market sale process almost nowhere is absent, the jumping-off place of almost all problem is: Who should we sell the product? But old since, we often are to the answer of this problem most of mental retardation. Still be with the car exemple, almost reports of all research of car target user are those a few machine-made words. For example A user group than B user group average age became old 1.2 years old, the male is occupied than much 2% , officeholder became much 0.7% , average did year of income become much 3000... but what can these mean after all? After all do how old vital statistics feature or socioeconomy feature difference just cry remarkable? Actually need not I say everybody also knows, these study the difference of the report is the difference of a few trifles above, the analysis is the time in wasteful everybody this greatly.
If say vital statistics feature and socioeconomy feature,these dimension spend insufficient ideal, so Where is viewpoint of value?
How is the most crucial question viewpoint of value is measured here? The reader of this public date should be most the viewpoint of value that has seen current main trend measures questionnaire, general issue amount amounts to 50~70, one by one of the person that let be visited gives out self-identity degree evaluation. This one part of smooth questionnaire is about to spend the time that the person that be visited influences 25 minutes, and the 1/10 that this is length of questionnaire of groovy market research merely! This itself pulls an egg namely. If the data of fountainhead forbids, how to ensure the analysis of final viewpoint of value can be used as a result again?
In a certain number of research projects that had experienced in old him traditional Chinese medical science, the statistical result great majority of viewpoint of value is goodish. For this you must think to magnify data difference, make a few alleged crowd classification that put nuance only constrainedly. But final, this classification is faced with the awkwardness that the statistical result balance that spends with most dimension touchs again normally as a result.
Occupy the level because of most number just about the user of two competition brand group do not have essential difference, and sale policymaker hopes to know this differentia surprise unluckily again, this ability brought about the person that keeps a report to must magnify artificially this differentia different, became complete meaning excessive finally.
How can you just obtain significant crowd picture?
If just say the crowd that pass classifies a standard not to rely on chart, so what classification way is just feasible?
Actually we are inferior to asking our a question first: Is the crowd picture of model of mainstream brand, mainstream fiducial what be after all? Had sold the product of 10 thousand to an any months, its are true the user should be disperse, disperse means what person to have possibly. And the means statistic that we investigate through sampling all sorts of average of these disperse groups, be to cannot find the pattern of course.
If must seek this kind of rule, old traditional Chinese medical science thinks two roads are feasible:
Method A
the user group statified, namely layout personnel needs to get the core model user that is clear that who is you, who is your brunt user, who is your denotative user. Among them the picture of core model user just is significant, but of this part person occupy than very small. And user of alleged core model, he is not to come from at survey, because of the discriminates a condition to cannot satisfy this part group basically draw-out requirement of survey set. And conversely, so called discriminate a condition, it is you actually divide the definition standard of the group to this, such doing became process of an ego loop, become no point. Who is core model user accordingly? This definition process is the process that a very subjective market has an insight into and understands actually. It needs to be based on layout personnel to use a base of group of structure understanding to having, undertake deduction to target model (alleged deducing also is excessive of a kind of meaning) , set a few valuable inference, form core model user from this limit a condition.
Method B
Be based on everybody the condition of established by usage has crowd picture, that is to say a few look be like what do not change mind is foolish word. The sexual distinction that the condition of these established by usage includes an user, age paragraph (also be at least 10 years a paragraph) , direction of area of place city level, place (for instance northeast He Huadong still has very big distinction, but do not open a map to prepare Chinese medicine by roasting it in a pan casually) , the utility that buy a car, estate (return correspondingly normally not simple it is a budget, choose leeway however. For instance year join the person of 5 million, also have buy fly those who spend, but his budget can buy any cars completely) .
Here old traditional Chinese medical science contributes a simple and effective crowd that is based on implementation of condition of established by usage to classify give typical examples to everybody, he is the classification that is based on life phase to make:
Among them x-axis is based on class of layer of category of income, record of formal schooling, profession, position to wait to hit cent integratedly to obtain, cross axle is simple age only. This classification can undertake adjustment according to different city grade, namely the achievement of big city period standard and small town affirmation are discriminating. Old traditional Chinese medical science praise highly classifies means this kind, because his data standard is very simple,be, get way diversity, data accuracy is tall; Another reason is this classification standard explicit feature is striking, special identify easily. That is to say, walk over head on the person that you do not know, only the appearance feature from him, you can differentiate roughly just a little. Namely so called facilitating judge people with their appearance (here may not is derogatory sense word, because of to sale job character, the method that judge people with their appearance is cost lowest) .
here estate (actually of more correspondence is income and social class) it is a very serious thought is spent, the requirement impact that because he is right,buys car budget and car style is very big. And China regards estate as solidify still not serious country, still flowing each other in great quantities between each estate, this brings a lot of new have an insight intoing to product layout angle. For instance parvenu estate and Old Money are met on consumptive idea put in very big difference. Former like make public and the design style that flaunt wealth, latter criterion apt gains exalted experience in collect inside.
Describe the instantly of the user, not as yearning as what describe an user
Besides crowd classification, to the product definition and brand communicate the job and character, target user picture is likewise fundamental. But a mistake that often makes inside course of study is the feature that they often value user instantly more, and rather than uses the feature with indoor yearning heart, this is to take the branch for the root actually.
Cite a case, the brand of almost all model is communicated in limitting, have " active enterprising " this word. Namely the person that everybody hopes to locate his product and brand to active enterprising. But reality is, be based on statistic of a case of a physically strong patient running a high fever or suffering from such disorders as stasis of blood at least, the person of active enterprising occupies not very most. And place of old traditional Chinese medical science sees, the mainstream user of brand of great majority car also is by no means alleged and active enterprising. Whether are a such descriptions then significant?
In fact, the primary purpose that we give an user to make a picture is the product that hopes they can agree with us or brand concept, one kind when perhaps arouse an user associates: Got on this car, you can become what kind of person... who is accordingly the picture here must describe user instantly actually, need to describe them to who agree with however, perhaps hope to who become. When doing transmission to communicate so only, shaping that image that come out just is significant, or to true target consumer talk just has impel power.
If agree with the viewpoint above, future picture of our redo crowd, what we describe is a kind of conception, since be conception,have sufficient deduction space. This returned meaning excessive again on that word, the key is this meaning excessive must is based on have an insight into significantly, it is based on research data, but cannot be studied absolutely again data be a burden on.
