Izinga lomkhiqizo - isiqondiso lesembili umkhiqizi yesimanje

Ekhuluma into ezifana izinga kwezimpahla, ngokuvamile kusho ukuthi kuyoba imikhiqizo engcono ukuhlangabezana nezidingo umthengi kungenzeka eside. Phakathi ukuthuthukiswa izimpahla zinqunywa izinzuzo ukuthi siyonikwa kule mikhiqizo. Le nzuzo sidluliselwe impahla izakhiwo izimpahla - ezifana eliphezulu, ukusebenza kanye ukubukeka design. Idatha wathola mayelana izakhiwo yesixazululo has a obaluleke ngokukhethekile, njengoba ngokuyinhloko kwakheka umthengi asabela ngayo mikhiqizo, okungukuthi, izimfanelo lezi izakhiwo kuzoncika ukufunwa lo mkhiqizo, futhi ngenxa yalokho, ikhono inzuzo umenzi.

izinga lomkhiqizo - kulapho umkhiqizo senza umsebenzi ezihloselwe ukusetshenziswa noMkhiqizo. Kuyinto khona ukuthembeka, ukunemba yokukhiqiza, futhi kalula ukusebenzisa nokugcina, kanye nezinye izimpahla svoystv.Kachestvo ezibalulekile - njengethuluzi elinamandla kakhulu ngawo marketer imikhiqizo ukuma emakethe. izinga lomkhiqizo has izingxenye ezimbili: ezingeni nokuphikelela.

Lapho Ekuthuthukiseni imikhiqizo, abakhangisi kufanele uqale isinqumo ngalolu daba izinga lezinto ezithile, ngawo ukubamba isikhundla ezimakethe target kwezimpahla. On nomqondo izinga ehlobene: kahle, ukucacisa yokukhiqiza nokwethembeka ngesikhatsi operation ne okungenani kudingeka ukuze kulungiswe kanye nezinye izakhiwo zenani elikhulu zomuntu Ukucaciswa osenyameni (okuphansi amandla ukusetshenziswa, isibonelo) .Kodwa kubalulekile acabangele yokuthi ezinye izindawo izimpahla ahlinzekwa kulinganiswa subjectively kanye kufanele kube izinga kubalwa ukubaluleka umthengi ifomu vospriyatiya.Imeyut fvetovoe imvume, ukupakisha, ekugcineni.

Nokho, khumbula ukuthi izinkampani akuvamile ukunikela imikhiqizo esezingeni kungenzeka - abathengi ambalwa uzimisele noma bakwazi ukuthenga eliphezulu izimpahla ezifana imoto ebiza noma ukubukela. Kunalokho, inkampani wacosha labo izinga lezinto ezithile ukuthi ukuhlangabezana nezidingo emakethe target futhi amazinga izinga umkhiqizo yokuncintisana. Lesi simo qualitatively kusho ukuthi "azikho bekhubazekile noma ngeziphambeko." Esikhathini sawo sokuphila ubudlelwane ukuhweba phakathi abathengi kanye namakhasimende uthanda ukuthola ebucayini, okuyinto unegama ethize, "inani kangcono imali kanye nekhwalithi izimpahla."

Ukugcizelela kuvuselelwe izinga imikhiqizo kuye kwaholela phuzu Is lowo ashila umzabalazo wembulunga yonke ngcono izinga okusezingeni eliphezulu. izinkampani Japanese phakathi nehlobo elide wayekwenza "oludidiyele eliphezulu". nencazelo yalo - ukukhulisa imikhiqizo eyikhwalithi kanye inqubo yokudalwa kuzo zonke izigaba yokukhiqiza. Kwaphela isikhathi eside amabhizinisi Japanese ukhishwa esesikwenzile naivyssheey izinga-izimpahla, Demming umklomelo. Phakathi nale nkathi, ukulawula qualitative siguqulwe Japan kusukela umakhi ngezinto ezingelutho kwelinye imidondoshiya kwezomnotho - kanye nezinkampani manje Melika nawaseYurophu embonini ezama ukuhlangabezana samym.V efanayo usanda kule nqubo ematasa Russian abakhiqizi - lawa nemibandela umncintiswano emakethe.

Umphumela waba ukwanda kokukhiqizwa emhlabeni, okuyinto kungabonakala zonke izici predprinimatelstva.Dlya ezinye amabhizinisi ukwandisa izinga - uma ngcono isilawuli okukhipha, ukunciphisa inani izici eziwuhlupho abathengi. Futhi uma kukhona okwengeziwe umkhiqizo futhi isivumelwano selayisense phezu lokuhweba, kubhekwa "Igama Brand", okuyinto balondoloze izinga isithombe ngezithukuthuku kufanele aphathwe ukukhathazeka nakakhulu. Kulokhu, zonke izisebenzi kumelwe abe azi kahle ukuthi kukhona isivumelwano selayisense for the lokuhweba, futhi izinga umkhiqizo zezimali inhlalakahle yabo incike ngqo.

Ngaphezu kwalokho, amakhasimende kunoma yiliphi izinga inhlangano Kudingeka bafundiswe futhi ezikhathalela kuqala ukuqinisekisa izinga. Ngokuvamile, izinga izimpahla ukulawula emhlabeni - kuba ukuzinikela ngokuphelele umbono ibhizinisi ukwanda njalo in high. izinga lomkhiqizo kufinyelelwa sibonga ukuzinikela omkhulu ngokuphelele zonke izingxenye abasebenzi enkampanini - kusukela eliphakeme amandla phansi.