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【文章內(nèi)容簡(jiǎn)介】 32bcCopyright169。 1998 Bain Company, Inc. Customer SegmentationBOS , .39。s 33bcCopyright169。 1998 Bain Company, Inc. Customer SegmentationBOS ? ? ? ? ? ? ? 34bcCopyright169。 1998 Bain Company, Inc. Customer SegmentationBOS * Situation:Complication:Question:Hypothesis:? The client, Highland Hotels, has high margins and is one of the five largest hotel/conference center chains in Europe? The market is ing to the end of a period of rapid growth and Highland’s relative cost position is worse than its petitors’? How can Highland preserve its high margins in a slowing market where it finds itself at a cost disadvantage?? By offering a differentiated value proposition to the most profitable customer segment, Highland can preserve its high margins . * 35bcCopyright169。 1998 Bain Company, Inc. Customer SegmentationBOS 80/20 . A ’s A 36bcCopyright169。 1998 Bain Company, Inc. Customer SegmentationBOS ’s 60% . 37bcCopyright169。 1998 Bain Company, Inc. Customer SegmentationBOS , , . 38bcCopyright169。 1998 Bain Company, Inc. Customer SegmentationBOS . ? “”? “”? “ ”? “” () ()()()( )( )( )( ) 39bcCopyright169。 1998 Bain Company, Inc. Customer SegmentationBOS “” a ’s . a 40bcCopyright169。 1998 Bain Company, Inc. Customer SegmentationBOS a “” . ? ? “” ? ? ? ? 20 ? ? “ ” 41bcCopyright169。 1998 Bain Company, Inc. Customer SegmentationBOS ? ? ? ? ? ? ? 42bcCopyright169。 1998 Bain Company, Inc. Customer SegmentationBOS ? : , . , . ’s ? a , , ? a ? 80/20 , , ? a , , , , , ? , , , , , ? ( ) , ( ), , (1 2)43bcCopyright169。 1998 Bain Company, Inc. Customer SegmentationBOS ? ’s a ? ? a , , ? , , ? (2 2)44bcCopyright169。 1998 Bain Company, Inc. Customer SegmentationBOS Segment customers (existing and potential)Choose target segmentsCreate value proposition for each target segmentDetermine profit potential?
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