With the continuous iterative development of the Internet and modern manufacturing industry, we have changed from an era of general material shortage to an era of material abundance, and the business center has also iterated from the era of 1.0 with "factory brand" as the core to the era of "consumption dynasty" industrial center 2.0. In this era of industrial center 2.0, whoever understands users thoroughly can compete in the business world and master tactics &; Strategic weapons. The user's understanding and cognition is that enterprises, especially traditional manufacturing enterprises, need to cross a business line of life and death. For this article, I will talk about the principle and method of "target user analysis" from the definition and characteristics of target users, and how to tap user needs through target user analysis. I hope the content of this article can inspire your target user analysis, and we will directly enter the text of this article. Target users Target users refer to people who have certain spending power and purchasing power, are more likely to buy products, and have certain purchasing decision-making power. Target users are called "seed users" on the Internet, also known as seed users. "Seed users" usually refer to potential consumers of products, who have high experience and willingness to use products and are often willing to pay for them. Therefore, in theory, in the process of product promotion, seed users should be the center. So we should pay attention to the target users. As can be seen from the above, the target users are people with certain spending power and purchasing power. Here are the core keywords "spending power" and "purchasing power". Without consumption power and purchasing power, there is no consumption behavior, and there is no data. User portrait We all know that user portrait is based on the description of user behavior. It describes the user's various behaviors, such as his age, gender, hobbies, educational background, occupation and so on. If these data are true, then it is meaningful. For example, according to the data of the seventh census published by the National Bureau of Statistics, the average age of men in China is 36.6 years old and that of women is 45.2 years old. These data are very similar to our usual impressions, so when doing data analysis, we can use these data to describe the characteristics of the target users. In this case, we can divide all users into three categories: the first category is high-income groups; The second category is middle-income groups; The third category is low-income groups. Obviously, different types of users have different characteristics. Although the number of these users is small, they are very important data and can provide us with a lot of valuable information. Tags are the core of user portraits. Tags are the core of user portraits. We can extract users' tags from their behavior data, and then build models in these tags to calculate the characteristics and behaviors of the target users. Then, according to these characteristics and behaviors, we can formulate corresponding marketing strategies for target users. Therefore, user portrait is a complex process based on data analysis and algorithm application. Tag-based user portraits need to go through two stages. First of all, we need to analyze a large number of data, and provide us with a complete, comprehensive and accurate user portrait through processing these data. Secondly, we need to process these data through algorithms. At this stage, we need to build a model to calculate the characteristics and behaviors of the target users. The features and behaviors calculated by this algorithm will help us to make a more accurate and comprehensive portrait of the target users. Target users Of course, the point here is not to say that every product should be promoted for everyone. But to find out the target users who meet the product positioning. Only in this way can we ensure the correctness of the promotion direction and the promotion effect of the products. For example, if you make auto parts products, you can be sure that the target users of the products are drivers; Then, we can choose the target users according to the market positioning of the products, so as to ensure that our promotion direction is correct. Generally speaking, when promoting products, we need to pay attention to the target users. Only in this way can we ensure the correct direction of product promotion. So as to ensure the product promotion effect. Characteristics of target users When we make products, we must first make clear our own users. Different people have different characteristics. Here, I want to share with you a few summaries about the characteristics of users: First, users have different genders and ages, and second, users will have different income levels. Finally, users have different needs for products. These three aspects are isomorphic, forming a complete portrait of the target user. When we make products, we must first make clear what we want to do. Then investigate the people you want to investigate according to your own products. Then we should pay attention to the following points when investigating people: 1. We should have a certain understanding of the product we want to make and know what it is for. 2. Have a certain spending power. 3. Be sensitive to price. 4. The usage scenes are mostly high frequency. 5. For the target population, what are their habits and pain points in using the product? Of course, each product has its own specific user portrait, because every industry and every company is different, so this summary may not be suitable for all products. But at least we can get some characteristics, laws and thinking directions from it. In terms of age, we can divide the target users into the following categories: young users: 18-24 years old, paying more attention to their spiritual world and pursuing trends and fashions. For them, as long as they have enough time and money, they will be willing to spend money on what they like. Middle-aged users: 24-40 years old, these people already have a certain economic foundation and have certain work experience and life experience. Such users will also try different fields and industries. Their demand for life, work and social interaction will increase. Elderly users: 40-70 years old, these people pay more attention to their own health, and they will also have certain economic ability. Therefore, such users will choose to buy more health care products. The above types of users all have a common feature: they want to buy what they want with the least money. From the age point of view, we can see that the demand of many products is actually the same, such as games, videos, reading and other products, all have a common feature: young people prefer to play games, while old people prefer to watch videos. In this process, products will be subdivided according to the age of users. For example, some games and some scenes are developed for middle-aged and elderly people. For example, elderly people rarely play smart phones, so such products will put many functions on voice. This can reduce the learning cost of users and make them easier to use. It can also be seen from the age that many products are divided according to age groups: many entertainment and leisure products are launched for young people; Some products such as health and life services have been launched for middle-aged people; For the elderly, health and health-related products were launched. Another thing to note here is: when doing target user analysis, avoid comparing with different companies in different industries. Because there are some differences in the user characteristics of different industries and companies, we can't simply compare our products with other companies in the industry. If compared, it is easy to have some misunderstandings. For example, when investigating a new function, you need to put this product in your own industry for comparative study and then draw a conclusion. But that doesn't mean we can't analyze other industries. Just pay attention to avoid the above misunderstandings in the process of investigation. Income to make products, we must first understand the income of users. If the user's income is low, then the product pricing needs to be adjusted. There are many free Internet products on the market, but most of them don't make money. Companies like Apple didn't make any profit before the iPhone appeared, but they persisted for many years and finally achieved great success. This is because after investigating the user groups, they found that those users with lower income are very sensitive to the product price and they are willing to pay for the product. For example, Apple mobile phone is such a product. Because its pricing strategy is to let users pay for high prices. So from the beginning, Apple made a huge adjustment in pricing: it set the price of iPhone at 3,999 yuan, even cheaper than most Android phones. In other words, if you want to buy an iPhone with the same money, you need to spend 3999 yuan to buy it. But if you want to buy an Android phone, the price will be slightly higher. Many people don't understand why Apple is cheaper than Android phones. In fact, it is very simple: because Apple knows the existing purchasing power of this group. For those users with low income, Apple with price advantage will become the first choice brand, which will help the brand to have a "goose effect" on relevant users. Therefore, for those users with lower income, they will be more sticky when using products and are more willing to pay for products close to them. So we can adjust the pricing strategy according to the user's income. Many Internet companies charge free users first, and then gradually charge paying users. This is to better understand the economic situation of the target users and make reasonable pricing. When investigating users, we must first understand whether these user groups have the ability and willingness to buy. If they don't, we need to adjust our product price strategy. Because if the use and payment cost of a product is too high for those users with low income, it is difficult to popularize related products on a large scale, and it is impossible to reduce the manufacturing and operating costs of related products. Demand In fact, for the target users, their demand for products is very clear, which is what we need to do when making products. What problems will users encounter when using the product? What kind of functions do they need? We need to find out the target group of our products. When we determine the target users, we should analyze their needs according to the target users. So what are the specific aspects of demand? Generally, it is conducted by means of questionnaire survey and user interview. For example, through a questionnaire survey, you can directly ask them when was the last time they encountered a product problem. What is the problem they want to solve? Through interviews, you can directly ask users: What functions do you think of the current products are not good enough and need to be improved? Finally, we need to tap the needs of the target users. When we ask them: What kind of experience do you want the product to bring you? What kind of function do you want? Do you think there is a better way to realize this function? Through these three steps, we can dig out a lot of things. Mining user needs through target user analysis The purpose of user analysis is to mine user needs and then transform them. For example, one day, a newly graduated student told me that he wanted to buy a Bluetooth headset. I asked him which Bluetooth headset to buy. He said: "I want to buy the best Bluetooth headset with good sound quality and good noise reduction effect." I asked him why. He said: "My roommate bought one with good sound quality and good noise reduction effect, but the price is a bit expensive, about 3,000 yuan." I asked, "Have you ever used other brands of Bluetooth headsets?" He said, "Never used it." Then I can judge whether the student wants to buy the best Bluetooth headset, and then learn more information. Finally, I will find that this student doesn't actually need to buy a Bluetooth headset, which is what we call user demand mining. So how to tap the needs of users? Mining user needs through user interviews is to obtain user needs by observing user behavior. Through user interviews, we can understand users' behaviors and ideas, so as to judge whether users have the need to buy products. For example, when doing market research on Bluetooth headsets, we went to a clothing store and found that many clothes were labeled as "ladies", and these clothes were designed according to the height and body shape of women, which met the needs of women. So we learned from the clothing store owner that many women will buy clothes in a larger size, which shows that they have lost weight. This is a typical demand. The above case is a good example of mining user needs through user interviews. We can explore users' needs by observing their behaviors and asking about their needs. However, it should be noted that user interviews are not omnipotent and cannot represent everyone. If we encounter some situations, we need to turn to other methods. Obtaining user needs through observation and research We can obtain user needs through observation and research. Observation means that we should observe the user's environment. For example, users can be observed on the road and at home. For example, if we want to visit a place, then we can know the environment of this place in advance, such as visiting the factory and understanding the environment of the factory; For example, if we want to visit a store, we can go to this store in advance to learn about its environment, price, service and so on. Through observation and research, we can know what users want and need. For example, if we want a Bluetooth headset that can connect multiple devices, then we can understand what kind of devices users want to connect through observation and research. Under normal circumstances, we all obtain users' needs through observation and research, but in another case, we also need to obtain users' needs through user portraits and target user analysis. Product positioning Through the analysis of user portraits and target users, product positioning can be well determined and user needs can be understood. When we know the target users, we will find that the needs of users are not static. Maybe in a certain period of time, users need "mobile phone case" or in another period of time, users need "waterproof mobile phone case" or "anti-falling mobile phone case". This is that the target users will change with time, and the product positioning needs to change according to the times. We can understand the changes of target users and needs through this example. Many times, we don't know what products we want to make and what functions we want to do. At this time, it is necessary to analyze what product functions the target users need in their own time and background. For example, the common "mobile phone case" and "waterproof mobile phone case" in our life are actually some functional things, which may not meet all the functions we need in our daily life. For example, now that the mobile Internet is very popular and almost everyone has a mobile phone, it is necessary to analyze what functions the target users need most in their own time and background. Therefore, before designing a product, you must know enough about the target users and know what they want and what functions they need. Only in this way can the product positioning and development direction be clear. User Portrait User Portrait is a collection of user tags, which is used to describe the attribute characteristics and behavior characteristics of users. Each user has a unique and universal identity, which is used to describe the characteristics of this identity in a specific scenario. And everyone has a unique and universal attribute, which determines what kind of behavior this person will show in this scene. The core of user portrait: accuracy We need to analyze the user, not all the information of the user. Therefore, when making a user portrait, we must analyze it according to the user's attributes, not according to the information of some non-target users. Because the information of non-target users cannot be analyzed, and it is impossible to judge what users really need through this information. For example, if you are doing an e-commerce website, you need to judge whether the website serves male users or female users, then you can judge what kind of target users the website serves by the labels of male sports fans in the above case. The accuracy mentioned here means that we can analyze the characteristics of target users in different scenarios. Not based on the information of other non-target users. For example, we want to know which issues are the most concerned by analyzing female users, so we can choose a few of them to analyze. For example, in order to make women's consumption more convenient, an e-commerce website displays various advertisements on the home page, so we can analyze which advertisements are more in line with their needs according to several issues that women are most concerned about when spending. But if you don't know whether this woman is a man or a woman, then you can't judge whether she likes or hates this advertisement according to her reaction to it. Therefore, accuracy means that we can conduct accurate analysis according to the target users. How to find the target user through user portrait is to find the target user through multi-dimensional analysis of users. Let's give an example. Through analysis, we know that a user is a person who likes playing basketball. He likes playing basketball because he likes playing with others. In this process, he may meet someone who likes playing basketball as much as he does, or he may meet someone who doesn't like playing basketball as much as he does. At this time, we can determine the type of target users according to these situations. (1) user portrait