《选品与采购》（双语）课件-目标用户画像与需求分析

目标用户画像与需求分析TargetUserProfilingandNeedsAnalysis选品与采购选品与采购ProductSelectionandProcurementProductSelectionandProcurement课程导入CourseIntroduction目标用户画像与需求分析TargetUserProfilingandNeedsAnalysis课程导入CourseIntroduction目标用户画像与需求分析TargetUserProfilingandNeedsAnalysis课程导入CourseIntroduction用户画像需求分析Userprofiling目标用户画像与需求分析TargetUserProfilingandNeedsAnalysisNeedsanalysis0101用户画像的定义和作用

Definitionandroleofuserprofiling结合大量用户的特征，总结出“典型用户代表”。核心作用用户画像喜欢文创看重颜值每月愿花20元帮助找准目标用户，避免盲目选品。读懂需求，让选品、定价一击即中。用户画像的定义和作用DefinitionandroleofuserprofilingUserprofilingBycombiningthecharacteristicsofalargenumberofusers,a“typicaluserprofile”canbeidentified.InterestedinculturalandcreativeproductsValueaestheticappealWillingtospendRMB20permonthCorefunctionHelpidentifytargetusersaccuratelyandavoidblindselection.Understanduserneedssothatselectionandpricingcanpreciselymeetmarketdemand.目标用户画像与需求分析TargetUserProfilingandNeedsAnalysis主要用户群体分析

AnalysisofMajorUserGroups0202特征：核心需求实用、颜值高、性价比。主要用户群体分析AnalysisofMajorUserGroups核心主力：学生Coreusergroup:studentsCharacteristics:年轻爱新鲜，购买最频繁。Youngandeagertotrynewthings,withthehighestpurchasefrequency.CoreneedsHelpidentifytargetusersaccuratelyandavoidblindselection.隐藏潜力股：老师Potentialhiddencustomersegment:teachers主要用户群体分析AnalysisofMajorUserGroups特征：Characteristics:买文创多为办公或当奖品。Culturalandcreativeproductsaremainlypurchasedforofficeuseorasprizes.核心需求Coreneeds看中质感、实用性和文化内涵。Theyvaluequality,practicality,andculturalsignificance.主要用户群体分析AnalysisofMajorUserGroups情怀买单者：校友Emotion-drivenbuyers:alumni特征：Characteristics:重拾关于母校的回忆。Reconnectwithmemoriesoftheiralmamater.核心需求Coreneeds纪念意义和收藏价值，价格不敏感。Theyvaluecommemorativesignificanceandcollectiblevalue,andarelesssensitivetoprice.主要用户群体分析AnalysisofMajorUserGroups临时打卡者：访客Occasionalcheck-invisitors:guests特征：Characteristics:需要伴手礼。Theyneedsouvenirsorgifts.核心需求Coreneeds小巧、便携、特色鲜明。Small-sized,portable,anddistinctiveincharacter.画像要素

UserProfileElements0303核心破案公式基本属性用户画像四要素消费行为需求痛点购买动机画像要素UserProfileElementsCorecase-solvingframeworkUserprofiling:fourkeyelementsBasicattributesConsumerbehaviorNeedspainpointsPurchasemotivation基本属性他是谁？年龄多大？消费能力如何？消费行为怎么买？多久买一次？喜欢线上还是线下？需求痛点烦什么？比如学生嫌贵，老师嫌没质感？购买动机为什么买？是为了自用、送礼或收藏？画像要素UserProfileElementsBasicattributesConsumerbehaviorNeedspainpointsPurchasemotivationWhoarethey?Howoldarethey?Whatistheirspendingcapacity?Howdotheymakepurchases?Howoftendotheybuy?Dotheypreferonlineorofflinechannels?Whatfrustratesthem?Forexample,studentsthinkit’stooexpensive,whileteachersfeelitlacksqualityortexture.Whydotheybuy?Isitforpersonaluse,gifting,orcollecting?课程小结CourseIntroduction优秀的文创采购，绝不仅仅是冷冰冰的进货买卖。既要宣导贴合需求的好产品更要通过产品传递暖心的关怀目标用户画像与需求分析TargetUserProfilingandNeedsAnalysisExcellentculturalandcreativepurchasingisfarmorethanacoldtransactionalbuying-and-sellingprocess.Itnotonlyinvolvespromotinghigh-qualityproductsthattrulymeetuserneedsButalsoitconveysthoughtfulcareandwarmththroughtheproductsthemselves课程小结CourseIntroduction落实用户画像与需求分析知识。以用户为中心让采购成为连接校园情怀与人文温度的温暖桥梁。让校园文创店，成为传递校园温情的小港湾。目标用户画像与需求分析TargetUserProfilingandNeedsAnalysisImplementknowledgeofuserprofilingandneedsanalysis.Makepurchasingawarmbridgeconnectingcampussentimentwithhumanisticcare.Letthecampusculturalandcreativestorebecomeasmallharborthatconveyswarmthandemotionalconnectionwithinthecampus.Putusersatthecenter目标用户画像与需求分析TargetUserProfilingandNeedsAnalysis假设学校即将迎来“建校周年庆”，预计将有大批校友返校。任务背景：任务1：任务2：课后思考After-classReflectionsTaskbackground:Assumetheschoolisabouttocelebrateitsanniversary,andalargenumberofalumniareexpectedtoreturntocampus.请运用本节课学习的“用户画像四要素”，为“返校校友”绘制一份详细的用户画像。基于该画像，为校园文创店推荐3款适合在校庆期间主推的“目标品类”或“季节性品类”商品，并说明推荐理由。Task1:Task2:Usingthe“fourelementsofuserprofiling”learnedinthislesson,createadetaileduserprofilefor“returningalumni.”Basedonthep