{"id":731021,"date":"2021-12-21T14:33:45","date_gmt":"2021-12-21T21:33:45","guid":{"rendered":"https:\/\/www.questionpro.com\/blog\/musteri-segmentasyonu-nedir-turleri-ve-ipuclari\/"},"modified":"2021-12-21T14:33:45","modified_gmt":"2021-12-21T14:33:45","slug":"musteri-segmentasyonu-nedir-turleri-ve-ipuclari","status":"publish","type":"post","link":"https:\/\/www.questionpro.com\/blog\/tr\/musteri-segmentasyonu-nedir-turleri-ve-ipuclari\/","title":{"rendered":"M\u00fc\u015fteri segmentasyonu: Nedir, t\u00fcrleri ve ipu\u00e7lar\u0131"},"content":{"rendered":"<p>Di\u011ferlerine g\u00f6re daha karl\u0131 t\u00fcketiciler oldu\u011funu biliyoruz, bu nedenle \u015firketlerin bu grubu di\u011ferlerinden ay\u0131rt etmelerini ve ideal <a href=\"https:\/\/www.questionpro.com\/blog\/consumer-behavior-definition\/\">m\u00fc\u015fteri davran\u0131\u015f\u0131yla<\/a> uzun vadede ellerinde tutmak i\u00e7in taleplerini etkin bir \u015fekilde kar\u015f\u0131lamalar\u0131n\u0131 sa\u011flayan m\u00fc\u015fteri segmentasyonu yapmalar\u0131 gerekiyor.<\/p>\n<p>Kurulu\u015f \u00e7ok spesifik bir pazar segmentine sahip olsa bile, bireysel m\u00fc\u015fteriler aras\u0131nda hala farkl\u0131l\u0131klar vard\u0131r.<\/p>\n<p>\u015eirketler verimli ve etkili bir \u015fekilde \u00f6l\u00e7eklendirmek i\u00e7in \u00e7abalar\u0131n\u0131 geni\u015f bir m\u00fc\u015fteri aday\u0131 t\u00fcrleri evrenine de\u011fil, mevcut en iyi m\u00fc\u015fterilerine en \u00e7ok benzeyen belirli bir m\u00fc\u015fteri alt k\u00fcmesine odaklamal\u0131d\u0131r.<\/p>\n<h2>M\u00fc\u015fteri segmentasyonu nedir?<\/h2>\n<p>M\u00fc\u015fteri segmentasyonu, m\u00fc\u015fterilerin ortak \u00f6zelliklerine g\u00f6re grupland\u0131r\u0131lmas\u0131 s\u00fcrecidir.<\/p>\n<p>Bu m\u00fc\u015fteri gruplar\u0131, pazarlama kampanyalar\u0131n\u0131n tan\u0131mlanmas\u0131nda, potansiyel olarak k\u00e2rl\u0131 m\u00fc\u015fterilerin belirlenmesinde ve m\u00fc\u015fteri sadakatinin geli\u015ftirilmesinde \u00e7ok \u00f6nemlidir.<\/p>\n<p>Genel olarak bu s\u00fcre\u00e7, m\u00fc\u015fteri karl\u0131l\u0131\u011f\u0131n\u0131 art\u0131ran davran\u0131\u015flarla ilgili ki\u015filik veya tercihler gibi benzer \u00f6zelliklere g\u00f6re belirlenir.<\/p>\n<p>M\u00fc\u015fteri segmentasyonu, pazar ara\u015ft\u0131rmas\u0131 s\u0131ras\u0131nda en pop\u00fcler uygulamalardan biridir. S\u00fcre\u00e7, a\u015fa\u011f\u0131dakileri payla\u015fan t\u00fcketicilerin belirlenmesine dayanmaktad\u0131r:<\/p>\n<ul>\n<li>Ayn\u0131 \u00fcr\u00fcn\u00fcn ihtiya\u00e7lar\u0131n\u0131 kar\u015f\u0131layabiliyor olmas\u0131, bize <a href=\"https:\/\/www.questionpro.com\/customer-satisfaction.html\">m\u00fc\u015fteri memnuniyeti<\/a> hakk\u0131nda veri getiriyor.<\/li>\n<li>Sat\u0131n alma al\u0131\u015fkanl\u0131klar\u0131, mesajlara verilen yan\u0131tlar, pazarlama kanallar\u0131 ve sat\u0131\u015f kanallar\u0131, bunlar\u0131 rekabet\u00e7i ve ekonomik bir \u015fekilde satmak i\u00e7in tek bir pazara a\u00e7\u0131lma yakla\u015f\u0131m\u0131 kullan\u0131labilir.<\/li>\n<\/ul>\n<p>Kurulu\u015flar bu t\u00fcr bir segmentasyon ger\u00e7ekle\u015ftirdiklerinde, pazarlama kaynaklar\u0131n\u0131 etkin bir \u015fekilde tahsis edebilir ve yukar\u0131 ve \u00e7apraz sat\u0131\u015f f\u0131rsatlar\u0131n\u0131 art\u0131rabilirler.<\/p>\n<h2>M\u00fc\u015fteri segmentasyonunun kullan\u0131m alanlar\u0131<\/h2>\n<p>Kurulu\u015flar, belirli hedeflere ula\u015fmak i\u00e7in m\u00fc\u015fteri segmentasyonu ger\u00e7ekle\u015ftirir. Daha sonra, her birinden bahsedece\u011fiz:<\/p>\n<ul>\n<li>\n<h3>\u00dcr\u00fcn geli\u015ftirme:<\/h3>\n<\/li>\n<\/ul>\n<p>Kurulu\u015flar \u00fcr\u00fcn \u00f6zelliklerini hedef kitlenin ihtiya\u00e7lar\u0131na g\u00f6re uyarlayabilirler.<\/p>\n<h3>Uygun fiyat\u0131 belirleyin:<\/h3>\n<p>Pazar segmentasyonunun bir ba\u015fka faydas\u0131 da, bir \u00fcr\u00fcn\u00fcn fiyat\u0131n\u0131 belirlemenize ve bunu kar\u015f\u0131layabilecek m\u00fc\u015fterileri belirlemenize olanak sa\u011flamas\u0131d\u0131r.<\/p>\n<ul>\n<li>\n<h3>Pazarlama mesajlar\u0131:<\/h3>\n<\/li>\n<\/ul>\n<p>Bu t\u00fcr segmentasyon, kurulu\u015flar\u0131n hedef kitlelerini etkili bir \u015fekilde \u00e7ekmek i\u00e7in onlara mesaj g\u00f6nderme \u015feklini belirlemeye \u00e7al\u0131\u015f\u0131r.<\/p>\n<ul>\n<li>\n<h3>Reklam hedefleme:<\/h3>\n<\/li>\n<\/ul>\n<p>M\u00fc\u015fteri segmentasyonu ile kurulu\u015flar, promosyonlar\u0131n\u0131 y\u00f6nlendirmek i\u00e7in hedef kitleyi farkl\u0131 gruplara ay\u0131r\u0131r.<\/p>\n<h2>M\u00fc\u015fteri segmentasyonu t\u00fcrleri<\/h2>\n<p>Bunlar\u0131 4 farkl\u0131 \u015fekilde s\u0131n\u0131fland\u0131rabiliriz. Daha sonra, her birinden bahsedece\u011fiz:<\/p>\n<ul>\n<li><strong>Co\u011frafi segmentasyon:<\/strong> Markan\u0131z\u0131 pazarlamak ve i\u015fi b\u00fcy\u00fctmek i\u00e7in en iyi yeri tan\u0131mlamak amac\u0131yla m\u00fc\u015fterileri co\u011frafi konumlar\u0131na, iklimlerine vb. g\u00f6re grupland\u0131rma s\u00fcrecidir.<\/li>\n<li><strong>Demografik hedefleme:<\/strong> Bu, m\u00fc\u015fteri <a href=\"https:\/\/www.questionpro.com\/blog\/behavioral-targeting\/\">davran\u0131\u015fsal hedef<\/a>lemenin en \u00f6nemli t\u00fcrlerinden biridir. Ya\u015f, cinsiyet, milliyet, e\u011fitim d\u00fczeyi, aile b\u00fcy\u00fckl\u00fc\u011f\u00fc, meslek, gelir vb. unsurlar\u0131 kullanarak grupland\u0131rmakla ilgilidir. Bu \u015fekilde, \u00fcr\u00fcnleri nas\u0131l kulland\u0131klar\u0131n\u0131 ve bunlar i\u00e7in ne kadar \u00f6deyeceklerini bilmek m\u00fcmk\u00fcnd\u00fcr.<\/li>\n<li><strong>Psikografik Segmentasyon:<\/strong> Bu s\u00fcre\u00e7, m\u00fc\u015fterileri davran\u0131\u015flar\u0131na, ya\u015fam tarzlar\u0131na, de\u011ferlerine, tutumlar\u0131na ve ilgi alanlar\u0131na g\u00f6re b\u00f6lmekle ilgilidir. Nispeten \u00f6znel oldu\u011fu i\u00e7in bu t\u00fcr bir segmentasyon i\u00e7in kapsaml\u0131 bir ara\u015ft\u0131rma gereklidir.<\/li>\n<li><strong>Davran\u0131\u015fsal segmentasyon:<\/strong> M\u00fc\u015fterilerin belirli tutumlar\u0131n\u0131, yani davran\u0131\u015flar\u0131ndaki e\u011filimleri ve sat\u0131n alma karar\u0131 verme s\u00fcrecini tan\u0131mlamaktan olu\u015fur.<\/li>\n<\/ul>\n<h2>M\u00fc\u015fteri segmentasyonu nas\u0131l yap\u0131l\u0131r?<\/h2>\n<p>Pazar segmentasyonunun farkl\u0131 y\u00f6ntemleri vard\u0131r. Ard\u0131ndan, m\u00fc\u015fterilerinizi etkili bir \u015fekilde segmentlere ay\u0131rmak i\u00e7in atman\u0131z gereken ad\u0131mlar\u0131 a\u00e7\u0131kl\u0131yoruz:<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-127464\" src=\"https:\/\/www.questionpro.com\/blog\/wp-content\/uploads\/2021\/12\/how-to-customer-segmentation-steps-min.jpg\" alt=\"m\u00fc\u015fteri segmentasyonu\" width=\"900\" height=\"630\"><\/p>\n<h3>1. Pazar\u0131n\u0131z\u0131 belirleyin<\/h3>\n<p>\u0130lk ad\u0131m, i\u015fletmenizin y\u00f6neldi\u011fi sekt\u00f6r\u00fcn b\u00fcy\u00fckl\u00fc\u011f\u00fcn\u00fc belirlemektir.<\/p>\n<p>Bu s\u00fcre\u00e7, rekabette nas\u0131l \u00f6ne \u00e7\u0131kabilece\u011finizi ve \u00fcr\u00fcnlerinizin m\u00fc\u015fteri ihtiya\u00e7lar\u0131n\u0131 kar\u015f\u0131layacak do\u011fru \u00f6zelliklere sahip olup olmad\u0131\u011f\u0131n\u0131 ke\u015ffetmenize yard\u0131mc\u0131 olacakt\u0131r.<\/p>\n<h3>2. Segmentasyon t\u00fcr\u00fcn\u00fcz\u00fc se\u00e7in<\/h3>\n<p>Kurulu\u015funuzun hedeflerine en uygun segmentasyon t\u00fcr\u00fcn\u00fc se\u00e7in.<\/p>\n<p>Bunu yapmak i\u00e7in m\u00fc\u015fteri verilerini toplama, payda\u015flar\u0131 segmentlere ay\u0131rmak ve potansiyel segmentleri do\u011frulamak i\u00e7in de\u011fi\u015fkenler \u00fczerinde hizalama yoluna ba\u015fvurmal\u0131s\u0131n\u0131z.<\/p>\n<h3>3. M\u00fc\u015fterilerin ihtiya\u00e7 ve tercihlerini anlamak<\/h3>\n<p>M\u00fc\u015fterilerin ihtiya\u00e7lar\u0131n\u0131 kar\u015f\u0131lamak i\u00e7in kurulu\u015flar \u015fu yollarla bilgi toplayabilir:<\/p>\n<ul>\n<li>R\u00f6portajlar<\/li>\n<li>\u00c7evrimi\u00e7i anketler<\/li>\n<li>Odak grup<\/li>\n<\/ul>\n<p>Do\u011fru sorularla, m\u00fc\u015fterilerin tercihlerini, zevklerini ve ihtiya\u00e7lar\u0131n\u0131 ayr\u0131nt\u0131l\u0131 olarak bilmek ve bunlar\u0131 ba\u015far\u0131l\u0131 bir \u015fekilde kar\u015f\u0131lamak m\u00fcmk\u00fcnd\u00fcr.<\/p>\n<h3>4. \u0130\u015fletmeniz i\u00e7in ideal m\u00fc\u015fteri segmentini belirleyin<\/h3>\n<p>\u0130\u015fletmeniz i\u00e7in belirli ve ayr\u0131nt\u0131l\u0131 pazar segmentleri olu\u015fturmak amac\u0131yla toplanan bilgilerin analizini yap\u0131n.<\/p>\n<p>M\u00fc\u015fteri segmentasyonu \u00e7al\u0131\u015fmalar\u0131n\u0131z\u0131n ba\u015far\u0131l\u0131 olmas\u0131n\u0131 sa\u011flamak i\u00e7in, m\u00fc\u015fterilerinizin \u00e7o\u011funlu\u011funu kapsayan ve ihtiya\u00e7lar\u0131n\u0131 belirlemenize ve ayr\u0131ca \u00fcr\u00fcnlerinizin kabul\u00fcn\u00fc teyit etmenize olanak tan\u0131yan basit bir grubu ele alman\u0131z gerekir.<\/p>\n<h3>5. Segmentasyonun etkinli\u011fini kontrol edin<\/h3>\n<p>Son ad\u0131m ise ba\u015far\u0131y\u0131 garantileyen bir test ger\u00e7ekle\u015ftirmektir.<\/p>\n<p>Bu ad\u0131m, ayarlanmas\u0131 gereken \u00f6\u011feleri belirlemek i\u00e7in yerle\u015fik pazar segmentasyonu stratejilerinizi do\u011fru m\u00fc\u015fterilerle test etmeyi i\u00e7erir.<\/p>\n<h2>M\u00fc\u015fteri segmentasyonunun avantajlar\u0131<\/h2>\n<p>Bu t\u00fcr bir segmentasyon, kurulu\u015flar\u0131n pazarlama \u00e7abalar\u0131n\u0131 hedef kitlenin \u00e7e\u015fitli alt gruplar\u0131na g\u00f6re uyarlamalar\u0131na olanak tan\u0131r. Bu \u00e7abalar hem ileti\u015fim hem de \u00fcr\u00fcn geli\u015ftirme ile ilgili olabilir.<\/p>\n<p>Ayr\u0131ca, m\u00fc\u015fteri segmentasyonunun a\u015fa\u011f\u0131daki faydalar\u0131 vard\u0131r:<\/p>\n<ul>\n<li>Kimi hedefledi\u011finizi bildi\u011finizde, belirli m\u00fc\u015fteri gruplar\u0131n\u0131 etkileyecek hedefli pazarlama mesajlar\u0131 olu\u015fturabilirsiniz.<\/li>\n<li>M\u00fc\u015fteri segmentasyonu, e-posta, sosyal medya g\u00f6nderileri, web sitesi reklamlar\u0131 veya di\u011fer geleneksel medya yoluyla segment i\u00e7in en iyi ileti\u015fim kanal\u0131n\u0131 se\u00e7menize olanak tan\u0131r.<\/li>\n<li>\u00dcr\u00fcn ve hizmetleri iyile\u015ftirmenin yollar\u0131n\u0131 belirleyin. Kurulu\u015fa en \u00e7ok para yat\u0131ran m\u00fc\u015fterilerin ger\u00e7ek ihtiya\u00e7lar\u0131na dayan\u0131r.<\/li>\n<li>Ya\u015flar\u0131, konumlar\u0131, sat\u0131n alma al\u0131\u015fkanl\u0131klar\u0131, ilgi alanlar\u0131 vb. hakk\u0131nda bilgi sahibi olarak \u00e7abalar\u0131 en karl\u0131 m\u00fc\u015fterilere y\u00f6nlendirin. Bu \u015fekilde, do\u011fru kitleyi \u00e7ekmek i\u00e7in do\u011frudan pazarlama mesajlar\u0131 g\u00f6ndermek m\u00fcmk\u00fcnd\u00fcr.<\/li>\n<li>Daha iyi m\u00fc\u015fteri ili\u015fkileri kurun ve marka sadakati olu\u015fturacak \u015fekilde ba\u011flant\u0131 kurun.<\/li>\n<li>Kurumlar, i\u015flerinin en \u00f6nemli segmentinin ihtiya\u00e7lar\u0131n\u0131 kar\u015f\u0131lad\u0131ktan sonra ki\u015fiselle\u015ftirilmi\u015f m\u00fc\u015fteri hizmetleri sunabilir ve b\u00f6ylece markalar\u0131n\u0131 sekt\u00f6rde konumland\u0131rabilirler.<\/li>\n<\/ul>\n<p>Bu makale boyunca okudu\u011funuz gibi, m\u00fc\u015fteri segmentasyonu, kurulu\u015flar\u0131n en y\u00fcksek k\u00e2r\u0131 elde ettikleri t\u00fcketici grubunu belirlemelerine ve ihtiya\u00e7lar\u0131n\u0131 kar\u015f\u0131lamalar\u0131na ve onlar\u0131 \u00e7ekmek i\u00e7in uygun mesajlar\u0131 kullanmalar\u0131na yard\u0131mc\u0131 olacak stratejiler olu\u015fturmalar\u0131na olanak tan\u0131r.<\/p>\n<p>T\u00fcketicilerinizden etkili bir \u015fekilde bilgi toplamaya ba\u015flay\u0131n. Bize ula\u015f\u0131n! QuestionPro&#8217;da bug\u00fcn bunu ba\u015farman\u0131za yard\u0131mc\u0131 olaca\u011f\u0131z.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Di\u011ferlerine g\u00f6re daha karl\u0131 t\u00fcketiciler oldu\u011funu biliyoruz, bu nedenle \u015firketlerin bu grubu di\u011ferlerinden ay\u0131rt etmelerini ve ideal m\u00fc\u015fteri davran\u0131\u015f\u0131yla uzun [&hellip;]<\/p>\n","protected":false},"author":49,"featured_media":703387,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[1114],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>M\u00fc\u015fteri segmentasyonu: Nedir, t\u00fcrleri ve ipu\u00e7lar\u0131 | QuestionPro<\/title>\n<meta name=\"description\" content=\"M\u00fc\u015fteri segmentasyonu, m\u00fc\u015fterilerin ortak \u00f6zelliklerine g\u00f6re grupland\u0131r\u0131lmas\u0131 s\u00fcrecidir. 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