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首页> 外文期刊>Journal of Business Market Management >Going Beyond Customers – A Business Segmentation Approach Using Network Pictures to Identify Network Segments
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Going Beyond Customers – A Business Segmentation Approach Using Network Pictures to Identify Network Segments

机译：超越客户–使用网络图片识别网络细分的业务细分方法

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摘要

Existing approaches to segmentation, in particular business segmentation, are often conceptualized and applied in a limiting way, providing a narrow interpretation of the surrounding business network. This could be attributed to a rather myopic view of the multiple complexities and indirect links inherent in networks of business exchange relationships. The task for companies developing innovative segmentation approaches is to simultaneously enhance the company’s understanding of downstream as well as upstream preferences and resources, while going beyond immediate interaction partners to include relevant indirect business partners. The challenge is therefore not to identify attractive customer segments, but attractive network segments. As such, the managerial challenge becomes one of creating a business network segmentation from the perspective of a focal company within this network, taking a far wider interpretation of the concept of segmentation. Using the concept of network pictures, we outline the different dimensions that are important within a business network segmentation, and exemplify their use through a case study of an entrepreneurial company. Our study contributes to the literature by providing a detailed example of a practical application of abstract concepts, in this case the translation of the network picture concept into a way to apply a business network segmentation to an entrepreneurial context.
机译：现有的细分方法，尤其是业务细分，通常被概念化并以限制方式应用，从而提供了对周围业务网络的狭义解释。这可以归因于对业务交换关系网络中固有的多重复杂性和间接链接的近视。开发创新的细分方法的公司的任务是，同时增强公司对下游以及上游偏好和资源的理解，同时超越直接交互合作伙伴，包括相关的间接业务合作伙伴。因此，挑战不是识别有吸引力的客户群，而是识别有吸引力的网络群。这样，管理挑战成为从网络中的重点公司的角度创建业务网络细分的挑战之一，它对细分的概念进行了更广泛的解释。使用网络图片的概念，我们概述了在业务网络细分中重要的不同维度，并通过对一家创业公司的案例研究来举例说明它们的用法。我们的研究通过提供抽象概念的实际应用的详细示例（在这种情况下，将网络图片概念转换为将业务网络细分应用于企业家环境的方式）为文献做出了贡献。

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