B2B Strategy - kuyini? Market ukudayiswa, ububanzi, namasevisi B2B

Ububanzi B2B - kuyini, ambalwa azi, kodwa ubani owake wabheka ngokusebenzisa isimemezelo izikhala zamanje bese ufunda la mazwi: "Lapho umphathi omkhulu yokuthengisa inkampani edingekayo, kudingeka isipiliyoni emkhakheni B2B okungenani unyaka owodwa, akhokhe okusezingeni eliphezulu". Futhi lezi zikhangiso ngokwethukela ezinyathelisiwe. Ukuthandwa kungenxa lezi abasebenzi? Ingabe lezi izincwadi ezintathu ongaqondakali namanga emakethe capacious igcwaliswe?

B2B - ukuthi lisho ukuthini, ukuthi izici umsebenzi kule mboni? Kungani izinkampani ukusebenza kule nsimu kudinga ochwepheshe abanamakhono kuphela, kodwa inkokhelo ziphakeme kunezindlela kwezinye izimboni? Asivume.

Sifunda itheminoloji

B2B - kuyini, kuyosisiza ukuba siqonde emagama izifinyezo. Ngemuva efihla igama elithi "ibhizinisi kubhizinisi", okuyinto elihunyushwe English lisho "ibhizinisi kubhizinisi".

B2B kungathiwani kuba endaweni lapho ukusebenza izinhlangano kuphela zomthetho. Umthengi bese esebenzisa umkhiqizo ukusetshenziswa yabo siqu, ukukhiqizwa noma ukuhlinzekwa kwezinsizakalo ukuze labantu.

Ingabe singasho mayelana wemboni B2B, okungukufa yokuthengisa yenkampani? Cishe kuka cha. Umahluko phakathi kwabo kufiphele kakhulu, futhi cishe akukho ukwabelana eyodwa.

Umsebenzi B2B sicaciselwe kakhulu, kudinga izindlela ezikhethekile ekuthuthukiseni imisebenzi ukumaketha kanye ukuziphatha izingxoxo. It kudinga ukubhekelwa ngokuthi nokuqasha emnyangweni yokuthengisa.

Noma ngabe emakethe

Ufuna ukwazi ukuthi inkampani yakho ilungu wemboni B2B? Zama ukuhlaziya imisebenzi izinto ezilandelayo:

• ikhasimende uthenga umkhiqizo njengoba impahla eluhlaza;

• ikhasimende isebenzisa umkhiqizo njengendlela yokuthola ukukhiqizwa (imishini, emabhokisini amathuluzi, izinto zokubhala, izimoto);

• iklayenti isebenzisa izinkonzo eyakho e inqubo ukukhiqizwa umkhiqizo (zokuthutha, Consulting, ukuqasha, IT, ukumaketha);

• iklayenti manje futhi kudle umkhiqizo wakho izidingo zabo siqu (zokwakha, nophethiloli, ugesi, ifenisha, mikhondo).

Uma okungenani yezinto ezihlobene nebhizinisi lakho, kungashiwo wagomela ukuthi inkampani isebenza emkhakheni B2B.

Ngubani umlingani wami

Kuvame udidekile B2C kanye B2B izimakethe. Kuyini, uyini umehluko eliyisisekelo? isifinyezo Kugcine imele "Ibhizinisi kuya kumsebenzisi" ( "zebhizinisi umthengi"). Lokho kuyinto umlingani lomuntu zomthetho kuleli cala msebenzisi sekupheleni, indoda elula othenga umkhiqizo (isevisi) ukusetshenziswa siqu. Abaphathi kanye nabasebenzi yokuthengisa neminyango kudingeka ukuhlukanisa phakathi kwalezi zindawo ezimbili (B2B kanye B2C). Kusho ukuthini, ukuthinta kanjani ukuhamba komsebenzi wakho?

Emakethe B2B, isilinganiso senani inkontileka siphezulu kunamanye emkhakheni B2C, futhi abathengi ngikhetha okuningi nabanekhono. Ngo ngayinye imikhakha ukuxhumana umthengi zivuliwe icebo labo ethile futhi kudinga siqu, kuyo eliyingqayizivele. Lezi isimo sidinga ezahlukene izindlela nogqozi nabathengisi, ukunxenxa ngisho inhlangano isebenza abasebenzi suku.

Nquma bese alinge

Indlela yokwenza isinqumo ukuthenga umkhiqizo - umehluko oyinhloko B2C kanye B2B izimakethe. Kuyini futhi "lokho ibadla," kulula ukukuqonda, cabangela isibonelo esilula.

Cabanga ukuthi ungumuntu ofanayo uthenga ifoni, kodwa ezimweni ezimbili okuphambene. Esimweni sokuqala kuba - umthengi elula ifoni izosetshenziswa njengoba wokuxhumana siqu. Isinqumo sithathwa ngokushesha, kusukela ekubuyekezweni komagazini ethandwa, udumo amamodeli Ergonomics. Umdayisi inethonya elincane inqubo Ukukhetha, njengoba isikhathi zokuxhumana, siphila isikhathi esifushane, futhi umthengi kuziwa endaweni yokudayisa nge zakhekile umbono.

Kodwa uma lo muntu efanayo uyokwenza njengoba nokuhweba wemfanelo ngocingo Ukuhwebelana ku ibhizinisi, eziyinhloko ezinomthelela inqubo Ukukhetha, kuyoba nokwethenjelwa, yesiqinisekiso, intengo service, ikhono uthuthukise noma ukwandisa inethiwekhi eminyakeni embalwa ezayo. Ngaphezu kwalokho, lapho sinquma ukuthi ukubamba iqhaza kuyoba abasebenzi abambalwa kakhulu (IT-chwepheshe, umphathi umsizi). Lapha ukuxhumana nomthengisi kanye umthengi eya emsebenzini, nezingxoxo ngaphansi indlela okungenani izinsuku ezimbalwa, futhi iqembu ukuthengisa angase abe nomthelela obalulekile isinqumo sokugcina.

Lesi sibonelo sikhombisa ngokusobala ubuhlobo lula kanjani emkhakheni B2C. Ngemva kokuhlaziya ke, singasho mayelana ukudayiswa B2B, kungcono umsebenzi zihlakaniphe futhi kudinga ulwazi olunzulu nokuphathwa umkhiqizo ayo futhi eziningi isipiliyoni yokuthengisa asebenzayo. Ngesikhathi esifanayo e B2C ukuthengiselana ilula ngokwanele.

Munye nobe mibili

Inkampani ongasebenza on emakethe olulodwa, futhi ezimbili kanyekanye. Ngokwesibonelo, travel ejensi, abameli, zokuhlanza owomile, wokuhlanza ejensi, auto, w / d, noma umsebenzi emoyeni kokubili abantu zomthetho futhi zemvelo. Ngokuqondene nabo, ukudayiswa uhlukaniswe ezimbili ukusetshenziswa ofanele ngezinto zobuchwepheshe yokuthengisa.

Kukhona izinkampani, okuyinto hlala kuphela emakethe B2B. Kuyini noma ubani? Okokuqala abakhiqizi of izinto zokusetshenziswa, ukukhiqizwa izikhala, imishini ezimbonini. Okungukuthi, lezo ukuthi isakhamuzi isilinganiso nje akafuni ukuthenga, ngoba ngeke bakwazi ukuqhubeka ukuzisebenzisa.

B2B kanye Abezindaba

Zonke emakethe abadlali B2B nokuthengisa imikhiqizo kuphela okhokhelwayo. Phakathi abezindaba kuyinto izincwadi ekhishwe ngenjongo yokunikeza ulwazi olufanele enqubeni. Ngokwesibonelo, ezikhethekile ezimali namajenali, kanye ezindabeni zokuphatha, Logistics, imithi, ukwakhiwa kanye nabanye. Njengomthetho, konke ugxile abanomsebenzi othile noma umkhakha.

Yini ukukhonza?

Ngokuphathelene izimpahla msebenzi odingekile, yonke into icacile futhi kuyaqondakala, kodwa kuphakama umbuzo: namasevisi B2B, kuyini ukuthi izinkampani ezifanele? Ziyakwazi abathwali amasevisi abameli, odokotela, izinkampani zomshuwalense, izinto zokuhlanza, kanye abaqeqeshi ibhizinisi kanye consultants, ongoti ahlobene yokukhiqiza ezimbonini inqubo. Isikhathi esining impela ungenwa ku ngemisebenzi kukhona zonyaka. Ngokwesibonelo, wokuhlanza uphahla kusuka iqhwa, ukudweba.

Ukukhetha Umthengisi

Kukholakala ukuthi umdayisi ezinhle "futhi isici ethengisa Bald" njengomphathi omkhulu kusheshe ahlele noma iliphi iqembu. It amangalelwe cishe zonke abaqeqeshi ibhizinisi kanye nezinzuzo ezidumile amakhono yokuthengisa. Kodwa ingabe kuwukuphela kwesinyathelo, lapho sicabangela yokuthengisa B2B?

Kuyinto ngokuphelele uhlobo ahlukene yomsebenzi isivele kuchaziwe ngenhla. Umsebenzi nebhizinisi ukuze sihlinzeke izinhlelo amakhasimende ezinkampani kunzima. Futhi umphathi sokukhula.

Behlomula uthi nabathengisi ezinhle B2B, okungukuthi umuntu:

• kokuba nemakhono lasetulu "umdayisi jikelele", okungukuthi, azi ukuthi amandla futhi ngempumelelo isicelo ubuchwepheshe kanye yokuthengisa Psychology;

• has ubuchwepheshe olunzulu endaweni inikezwe (umkhiqizo ulwazi), noma ngokwanele ukuba ekukhuleni ukuthi esikhathini esifishane ngokuphelele ukuyihlola.

Uma sithola isifaniso nge umdlalo we-chess, umphathi ethengisa kweminye imikhiqizo noma amasevisi ibhizinisi inkampani yakho ine ngekhono ukudlala imidlalo isikhathi eside. Esikhathini ingxenye yenkampani, umjikelezo yokuthengisa kungaba eside kakhulu, futhi umsebenzi umdayisi akugcini kusele izingxenyana nje ze letimfisha esebenza (izingcingo "abandayo", izipesheli, ukulungiswa imihlangano kanye nezethulo). Yena ube ukucabanga amasu, ukuba ucabangisise kahle ngezinselele umdlalo izinyathelo ezimbalwa ngaphambi futhi zilungiselele zimo ezingalindelekile.

ukuthuthukisa ukuphathwa kwabasebenzi

I oluyilo indlela nokuphathwa uMnyango - yezimbangela ayisihluthulelo yokuthengisa yimpumelelo. Njengoba sekushiwo, emkhakheni B2B ziqasha abantu isimo esihlukile, ngakho-ke, indlela eyisa umholi weqembu, kufanele kube ekhethekile. Kulesi emakethe awukwazi mindlessly baphathe isipiliyoni ngempumelelo ekuphatheni abuye esekele nezinye izimboni. Ngokwesibonelo, imibiko FMCG-izinkampani imenenja mayelana isibalo semihlangano kanye amakholi wefoni, ithinta umvuzo wabo. Kusuke kufanele kube njalo, ngoba kule ndawo umdayisi "imilenze ezidla." Kodwa uma umkhiqizo ithengiselwa omunye inkampani, inani "abandayo" ucingo akuyona ezibucayi, ngaphezu kwalokho, kuyinto encane, njengoba inombolo yabadlali emkhakheni B2B ingasaphathwa. Ngakho, kufanele zokuvulwa esakhiwe ngendlela ehluke ngokuphelele.

isiqondiso entsha

Ungakwazi phikisana mayelana B2C kanye B2B, ukuthi kuxazululwe, wachitha iminyaka isiqondiso. Kodwa izikhathi ukushintsha, futhi, cishe, maduze esikhundleni sayo kufakwe elithi izimakethe ezintsha, ezifana C2B and C2C. Kulezi abantu uyokwenza njengoba nabathengisi, ukuhlinzeka ezihlukahlukene services.

Inani labantu emhlabeni ukhula minyaka yonke. izindlela Cishe wonke umhlali baye ngokurhaba yokuxhumana (ngocingo, internet). Xhumana nomunye umuntu ophethe umkhiqizo kwesokudla, akukho nobunzima. Futhi osomabhizinisi, ukuthuthukisa ububanzi kolwazi nobuchwepheshe, kuphela neqhaza ukuvela oxhumana ezinjalo, ngokudala platform ukhululekile futhi ephephile zokukhulumisana inethiwekhi.

Isibonelo okungenhla siyoba ngamazwe inthanethi endalini e-bay, lapho olungenziwa zithengiswa at ekuchithweni kwayo izinto. Abagqugquzeli isiza kucatshangwa uhlelo oluyimpumelelo amaphuzu nezilinganiso ukukusiza uthole umdayisi engcono kuthengiselana evikelekile. amasayithi okunjalo egqoke uhlamvu wendawo, wavula emazweni amaningi. Futhi kukhona imithombo anomthelela exchange of izinto, inhlangano okuthengile ngokuhlanganyela ngobuningi. Noma ungathatha izinto zakho on loan kusukela komunye umuntu.

Ukuze inkampani wathola engaguquki oqine engenayo ukukhula yeklayenti ngayinye udinga ukuhlela siqu indlela yakho ekhethekile. Ngakho-ke, kokuhlaziya abalingani, ukuhlela kanye nokuhlaziywa okwenziwe esizayo ukuthi sezenzekile kukhona impumelelo ukhiye ukuthengisa inkampani.