Amathuluzi nokuphathwa amasu. Ukuhlaziywa 5 amabutho Porter Isibonelo:

Ukuze elichumayo kufanele inake izici eziningi ukuthi ngokuvamile akuqaphela osomabhizinisi. Yize kunjalo, uma babheke kabanzi futhi silitadishe ngenkuthalo njalo ezomnotho, uyofunda okuningi izindlela ezahlukene evumela kahle nangempumelelo hlaziya izinto zezimali. Omunye isibonelo ezithakazelisayo kakhulu ukuhlaziywa 5 amabutho Porter sika, isibonelo lapho idingidwa kulesi sihloko. Kodwa ngaphezu kwakho konke, kufanele siyiqonde ukuthi iyini, ukuthi ufunani futhi kuyoba okuyinto kuzokuvumela sifinyelele. Ungaqiniseka ukuthi nakanjani kudingeka ithuluzi ezifana Porter sika amabutho ezinhlanu ukuhlaziywa. Izibonelo embhalweni ukuthi kuyoba isiqinisekiso ecacile.

Kuyini lokhu?

Le modeli achazwa 1979 by Economist bodumo uMichael Porter. Wenza lokhu ukuze umfuziselo ephelele, esizokwenza izinkampani ukuhlaziya umkhiqizo wabo kanye nokuncintisana, futhi eminye namanje futhi silondoloze lezi zilinganiso ezingeni eliphezulu. Ngemva cishe engamashumi amane, ungabona indlela ukuhlaziya 5 amabutho Porter sika.

Izibonelo ukusetshenziswa zalo ekuphileni zahlukahlukene kakhulu. Ukuhlaziya okunjalo isetshenziswa namafektri, nezindawo zokudlela, amabhange nezinye amabhizinisi abe umncintiswano emakethe. Ngakho, uma ufuna ibhizinisi lakho ukuze uphumelele, kudingeka ucabange indlela ukufunda zalolu hlobo locingo. Futhi lesi sihloko kuzokusiza ukubhekana neqiniso lokuthi uhlaziyo 5 amabutho Porter sika. Izibonelo ukusetshenziswa kwalo uzophinde wethulwe ukunakwa kwakho. Ingxenye esihlokweni sesibili enikelwe komunye isibonelo okukhulu izinyathelo.

Incazelo imodeli

Lapho Maykl Porter wadala imodeli, wathi emakethe kukhona amabutho ehlukene ezinhlanu, ngayinye yaba inquma ukuncintisana umkhiqizo :

• amandla bargaining yabathengi, baba ingxenye ethile;
• amandla bargaining abahlinzeki, esithinta supply eluhlaza izinto labasemkhatsini nalabakhulu;
• usongo kwakuwukuhlasela abaqalayo uyakwazi mncintiswano okuthuthukayo;
• ingozi imikhiqizo esikhundleni ukuthi ube isilinganiso best of intengo nekhwalithi;
• ezingeni kokuncintisana emkhakheni emakethe ekhethiwe.

Lena Porter sika 5 amabutho. Isibonelo Ukuhlaziywa uzobe kuchazwe esigabeni sesibili, inqobo nje kuyadingeka ukugxila ngqo ngibheké ngamunye amabutho. Uma uthi nhlá kungase kubonakale sengathi akekho ukuhlaziywa okuphathelene nalezi zimo asikwazi ukwenziwa, kodwa eqinisweni umphumela ingase ikumangaze. Nale ndlela uyokwazi ukuba sihlaziye umsebenzi ibhizinisi kanye nokuncintisana imikhiqizo yayo emakethe, ukuze uqhubeke ukwenza izinguquko ezithile ezikuvumela ngcono ezinye izinkomba esikhathini eside. Ngakho, siyobe manje sekuxoxwa 5 amabutho Porter, isibonelo yokuhlaziya uzophinde zethulwe ngokuningiliziwe, futhi umphumela waba ukuthi niyolazi konke okudingayo mayelana le ndlela.

Ukusebenzisa imodeli

Indlela yokusebenzisa ukuhlaziya bomhlaba wangempela 5 amabutho Porter sika? Isibonelo: "indlu" - inethiwekhi Russian ezitolo. Injongo isenzo esinjalo kubaluleke ukucacisa umncintiswano emakethe a ingxenye ethize, ukuze ukwazi ukubala ukuthi sinengqondo kanjani ukwethulwa izimpahla, lapho kuyodingeka sizame extra ukufeza umphumela oyifunayo, nokunye.

Ngakho, lo imodeli isetshenziswa Umnotho wanamuhla usitshela ukukhiqiza analysis eningiliziwe ukuncintisana imikhiqizo yenkampani yakho, kanye emakethe ekhethiwe. Manje ungaba okunengqondo sokuqiniseka ukuthi kunesidingo esiphuthumayo ukusebenzisa indlela 5 amabutho Porter sika. Isibonelo ukuhlaziywa yasebhange noma kunoma iyiphi enye inkampani kungaba ukuqinisekisa lokhu esikhathini esizayo, kodwa okwamanje udinga ukugxila Ukuhlolwa kwencwadi ngayinye amandla ngabanye.

entsha abangena Usongo lokuhlasela

Ukuhlaziywa kwe-5 amabutho Porter ngesibonelo ikhefi kungaba enemininingwane kakhulu ukukhombisa ukuthi ungamandla kuqala, okusho usongo kwakuwukuhlasela abaqalayo. Ngakho, kukhona emakethe ezithile, lapho kukhona kakade ezinkampanini ezivele nezimpahla zabo kanye nezinsizakalo. Abasanda kufika ukwandisa mncintiswano, okungukuthi, uma cafe entsha e yokudlela akho avele emakethe usungaqala ukuhamba abambalwa amaklayenti. can ezingeni usongo kanjani? Kube Porter Lembula nezici eziningana ezithinta umgoqo entry. Uma okusezingeni eliphezulu ke usongo zizoba ngaphansi, ngoba wonke umuntu ufuna ukuyinqoba.

Yiziphi lezi zici? Okokuqala, ezomnotho. Uma umthamo wemakethe likhulu, izindleko eyodwa kuyoba ongaphakeme, ngakho abalimi abasha bekuyoba nzima ukufeza a RIO omuhle. Okwesibili, kuba kwamangqamuzana lomkhiqizo - kulapho emakethe imikhiqizo noma amasevisi ezikhona, kulapho eziyinkimbinkimbi iqembu elisha zizofuna. Okwesithathu, kuyinto isidingo dolobha - ayanda utshalomali kokuqala umbundu, cishe ukuthi abadlali abasha uzongena emakethe. Futhi uzinake yilona ukuphakama izindleko, ukufinyelela iziteshi zokusabalalisa kanye nenqubomgomo kahulumeni maqondana ukukhiqizwa emakethe othize. Yiqiniso, izinto ayigcini - kukhona izinsongo ezengeziwe ngqo ancike ezimakethe yokuthengisa nemibandela zamanje.

Amandla bargaining yabathengi

Uma sikhuluma ngamandla yesibili, kubalulekile ukuqonda ukuthi kungcono ukukhetha emakethe lapho umthengi unamandla aphansi kanye nethonya umpofu. Kungani? Isizathu siwukuthi amakhasimende abathengi imikhiqizo yakho kanye nezinsizakalo, ngakho-ke kungenxa kubo futhi kukhona emakethe. amakhasimende onethonya ngamandla amakhulu kungaba kungithinte imikhiqizo yakho, okudinga izinga ephakeme, ethula izimfuno zabo nokunye. Ngakho ukuthi ezincane ezingeni kwamandla umthengi emakethe, kuzoba ngcono kakhulu ngawe.

Kunemibandela eziningana ukukhula ngamandla umthengi: isibonelo, ukuntuleka ubunjalo izimpahla (umthengi angakhetha ikhona, kodwa akuyona umkhiqizo wakho), sensitivity high nentengo (umthengi ukungaqedeli umkhiqizo wakho, kodwa ukhetho eshibhe) nokunye.

Amandla bargaining abahlinzeki

Amandla bargaining abahlinzeki kuboniswa hhayi kaningi njengokuthanda amandla abathengi, kodwa umphumela wawo kungaba namandla khulu. Iqiniso lokuthi abahlinzeki, eqinisweni, kukhona abanikazi imithombo, ngaphandle lapho inkampani angeke isebenze. Futhi kwezinye izimo, abahlinzeki ukuthola amazinga okuningi ephakeme kwamandla - ngokwesibonelo, lapho kukhona emakethe ababaningi kakhulu (noma uma emakethe esinakho), lapho imithombo esetshenziselwa ukukhiqizwa yayo, zilinganiselwe, futhi izindleko usuke ohlukile izinto zokusetshenziswa kuthanda liphezulu kakhulu. Ezimweni ezinjalo, abahlinzeki zinamandla ngaphezulu kokujwayelekile, futhi bangakwazi ngqo nomthelela isimo emakethe, futhi ngesikhathi esifanayo futhi umncintiswano.

Ukuvela imikhiqizo esikhundleni

Esikhundleni - lawa imikhiqizo inganikeza okunye inzuzo kumkhiqizo wakho. Ephambi kwezinduna eliphezulu analog inzuzo kuwe sasiyoba sincane kakhulu. Bakha ibe usongo olukhulu kulabo izindlela ezinikeza ikhange nakakhulu intengo-izinga isilinganiso. Inqobo nje uma umthengi ungakwazi ukuthenga ephansi izinga izimpahla ngaphezulu ngemali ephansi, ngeke ukuthenga eyakho.

Futhi ziyingozi bamelele imikhiqizo ephuma brand owaziwa, okuyinto kakade yatha- umxhwele kwezinye izimakethe, futhi manje uhlela ukufeza umphumela ofanayo entsha. Fight esikhundleni kudingeka ngokwakha brand yabo enamandla, sithuthukise umkhiqizo kwamangqamuzana, ukuqedwa Standardization nokunye.

mncintiswano zesifundazwe

Futhi-ke, ungakhohlwa ukuthi umncintiswano emakethe kuthintwa kunazo zonke singatholwa yinoma lapho abahlanganyeli. Izinga umncintiswano emakethe lizophakama uma kukhona inani elikhulu iqhaza cishe umqulu alinganayo ukukhiqizwa, kwamangqamuzana ongaphakeme imikhiqizo, izithiyo okusezingeni eliphezulu ukuze ukwazi ukungena kuleyo emakethe nokunye. mncintiswano Olukhulu, yebo, kunciphisa inzuzo umkhakha, ngakho udinga ukukhokhela ukunakekelwa okukhethekile ukuze lento.

Ukuhlolwa ukuncintisana izimpahla kanye nezinga mncintiswano

Awu, wena kakade konke mayelana amabutho ukuthi zichazwe 1979 by Maykl Porter, manje ungakwazi ngomoya ophansi sihlaziye 5 amabutho Porter kwi cafe Ngokwesibonelo, indawo yokudlela, esitolo noma nanoma iyiphi enye inhlangano. Kodwa ukuze andise nekusebenta ukuhlaziywa, udinga ukukwenza kube sezingeni elifanele ke. Yilokhu Kuzoxoxwa.

Manje imininingwane uzobe kuchazwe isibonelo ukuhlaziya, izigaba ezine. Esokuqala ukuhlolwa kokuncintisana emazingeni umkhiqizo wakho kanye nezinga umncintiswano emakethe othize. Kulo sinyathelo, udinga ukuhlola imikhiqizo esikhundleni ekhona emakethe, ebanikeza at banga kusuka eyodwa kuya kwemithathu, lapho omunye - ukungabi khona esikhundleni, ezimbili - iyona khona kule share eliphansi emakethe, kodwa ezintathu - kuyinto khona izibulo lochunge lokuxhumana eliphezulu. Uma uthola iphuzu elilodwa, ezingeni usongo uphansi, uma ababili - Ngokwesilinganiso, futhi uma ezintathu - okusezingeni eliphezulu.

Iphuzu olandelayo - ukuhlaziywa naphakathi-umkhakha mncintiswano, omunye wemizila ebaluleke kakhulu 5 amabutho Porter sika.

ISIBONELO esitolo kuhlaziya kungase ibukeke. Kukhona izinto ezine: yenani labahlanganyeli emakethe, emakethe ukukhula rate, izinga lomkhiqizo kwamangqamuzana futhi intengo umkhawulo iyakhula. Ngokwemvelo, kwazo ngazinye lezinto futhi babe nenqubo lakubo lapho ungathola kusuka amaphuzu amathathu. Uma sikhuluma isitolo abavamile, emakethe ukugcwaliswa ezingeni kuphezulu (3 amaphuzu), kanye emakethe ukukhula rate (1 iphuzu), imikhiqizo izinkampani zihluke kakhulu nomunye (1 iphuzu), kanye nokwenzeka amanani ukwenyuka lizotholakala kuphela ngaphakathi izindleko enamathela (2 amaphuzu). Umphumela 7 amaphuzu, enikeza i ezingeni isilinganiso naphakathi-umkhakha mncintiswano.

Ngokuqondene ukungena abasha ku emakethe, lapha kukhona abaningi nemingcele ngaphezulu: ezomnotho, umkhiqizo oqinile, umkhiqizo kwamangqamuzana, kanye zonke lezo zindlela, okuye ezichazwe theory okuyingxenye. Uma amandla okukhuluma isibonelo esikhethekile isitolo noma cafe, kungenzeka ukuba ucabange ukuthi ezomnotho kungaba iqhaza embalwa nje (2 amaphuzu), umkhiqizo kwamangqamuzana kuyoba isilinganiso, futhi uzimisele iqhaza ekunciphiseni amanani lizophakama, ngaphandle abameleli ezinkulu. Ezinye izindaba zika-nemingcele kuyoba ezingeni eliphezulu, okungukuthi, uthole amaphuzu amathathu.

Umphumela ezingeni lelisetulu usongo abaqalayo. Manje, niyabo, nge onjani uhlangothi, kukhona usongo olukhulu ibhizinisi lakho.

Ukuhlola kwe-namandla okukwazi ukuthenga

Nokho, kuyinto izinyathelo ezintathu kuphela, futhi kufanele inake wonke 5 amabutho Porter sika. Isibonelo ukuhlaziya amabhange kuzokuvumela ukuba baqonde indlela ukuhlaziya amandla abathengi. Lapha, umphumela siyofezwa at awokuthi, medium noma eliphansi ukulahlekelwa amakhasimende. Ngesikhathi ebhange isilinganiso endaweni ethile nengxenye imali livela amakhasimende enethonya, kuyilapho enye ingxenye ewela lonke (2 amaphuzu). Futhi, amaphuzu amabili etholakale kokuhlaziywa propensity amakhasimende ukushintshela esikhundleni, njengoba ezihlinzekwa ebhange, kuphela ngokwengxenye esiyingqayizivele.

Ngaphezu kwalokho, amakhasimende iyashesha ukuzwela uma intengo kukhona, ngaleso sikhathi kuyoba njalo uzame ukushintshela isiphakamiso, okuyinto oholela kangcono. Futhi ikhasimende ukungeneliseki kungenziwa esikalini ku amaphuzu amabili. Futhi ekugcineni kuvela ukuthi ematfuba amakhasimende ukulahlekelwa kuphezulu.

Ukuhlola kwamandla imakethe abahlinzeki

Lokho kuziwa ukuhlaziya eduze amabutho ezinhlanu ukuncintisana Porter. Isibonelo uzokhuluma ibutho yakamuva mayelana nabaphakeli. Lapha kokuhlaziywa kufanele ondle ezimbili iphuzu, kunokuba ngesilinganiso enamaphuzu amathathu. Ukuhlaziywa kwe-5 amabutho Porter ngesibonelo yokudlela ebonisa ukuthi abanikezeli zonke emakethe enkulu - anhlobonhlobo ongakhetha, kungekho mkhawulo umthamo izinto zokusetshenziswa, uma kunesidingo, ukushintshela izindleko omunye umthengisi akuzona eqolo, njengoba lo mkhakha kuyinto ebaluleke kakhulu ngoba umhlinzeki kakhulu . Umphumela uba ukuthi abahlinzeki cishe akukho nomphumela emakethe.

Efingqa

Safunda ngokuningiliziwe 5 amabutho Porter sika. ISIBONELO ibhizinisi ukuhlaziywa kufinyeta kuphelile. Udinga ukuba sihlaziye ngamunye zamabutho ezinhlanu ukunquma uma kukhona phakeme, phakathi noma ongaphakeme ukubaluleka inkampani yakho emakethe elithile, ukuchaza ngokuningiliziwe ngamunye wabo futhi ukuthuthukisa umugqa ukwenza ngcono isimo, uma kunesidingo ngawe.