找出企業所追求的特定顧客 q 市場區隔(Segmentation)是根據顧客的相 似性,把顧客分類的一種流程。 q Approaches to market Segmentation: Demographics: For individuals, the demographic approach includes grouping by age, gender, occupation, ethnicity, income, family status, life stage, internet connectivity and browser type. • Geographics: Country, city, size, density, ISP domain, etc. • Behavioral: Online & offline shopping behavior, web usage, website loyalty, prior purchases, etc. • Occasion: Routine occasion, special occasion, time, location, event, trigger, etc. • Psychographics: Lifestyle, personality, E-Commerce affinity, etc. E-Commerce •