Kuyini inethiwekhi marketing? Izinzuzo nezingozi nebubi kwenethiwekhi marketing

Isikhathi esining impela, indawo enkulu a umkhakha ngokushesha socwaningo emakethe ukuba uzwa igama elithi "inethiwekhi marketing." Kuyini, yini izici umqondo, nendlela okuyithinta ngayo izinkomba ukusebenza inkampani - iyindaba isithakazelo hhayi kuphela oshaka ibhizinisi, kodwa futhi labo abazama ukuziqalela amabhizinisi abo, noma umane ufuna umthombo engenayo.

Thola izimpendulo, kanye ukubazi nge abanikazi nabasebenzi izinkampani ukuthi bakwazi ngempumelelo ukusebenzisa inethiwekhi marketing umqondo emsebenzini wabo, kungaba okunye kulesi sihloko.

Uyini ukumaketha inethiwekhi

Multi-level noma inethiwekhi marketing (MLM) - Okokuthola ethile ukugcwaliseka umkhiqizo inqubo, olusebenzisa ukuxhumana ngqo umkhiqizi umthengi. Le nqubo kungaba kwenziwe abasabalalisi abaqeqeshiwe ngokuqondile noma ngokusebenzisa. Sici Its esiwuphawu lokuthi ngokusebenzisa inkhulumomphendvulwano ezinjalo kungenzeka hhayi kuphela ukusebenzisa imikhiqizo ezidingekayo, kodwa futhi ukuze ahehe abantu ababethakazela.

Wokukhokha Luhlelo kulokhu ivuliwe ngokuphelele - imali kanye nezinzuzo wathola hhayi kuphela implementer, kodwa futhi nabo bonke laba ukudlula okuthe ngokusebenzisa umkhiqizo iketanga. Ngesikhathi esifanayo abahola esemthethweni, ngempela, futhi kuncike kuphela ngobungako izimpahla ithengiswe. Nakuba, isibonelo, endabeni kumasikhuphulane, okuyinto evame kuhlangene inethiwekhi marketing, izinzuzo nezingozi esingabonakali kalula, ngoba kulesi simo, kokuthola imali ngokuxhaphaza nokutshalwa kwezimali abanye abahlanganyeli, futhi Ukukhishwa kwabo ngesikhathi esifanele futhi ayiqinisekile.

Izinzuzo Ububi

Njengoba umqondo ngamunye, MLM isakhiwo akuyona ngaphandle ezinhlangothini zalo emihle nemibi. Khetha zonke izinzuzo nezingozi kwenethiwekhi marketing kungenzeka ngokuhlola umthelela ukuthi leli cebo ibhizinisi ngayinye oyiyo - izinkampani, abasebenzi kanye abathengi.

Kuzuze inkampani:

• angenamkhawulo abahola engaba;
• akukho zindleko ukukhangisa;
• Ayikho izindleko ukuqashwa kwezakhiwo ngoba izitolo;
• ukungabi izindleko ukulethwa kwezimpahla;
• kokungenela sakugcina phezu ingxenye nezinsiza zomphakathi, ukungabi nayo imibhalo ukubika.

Ukuze endaweni yokugcina Ungahlanganisa ukwethulwa imisebenzi intela ubuncane. Ngenxa yokuthi umkhiqizo luwele ezandleni umthengi, kunokuba ngokusebenzisa ezitolo, hlola yokuthengisa kunzima kakhulu.

Iziphi izinzuzo bungabonakala ngokuba MLM abasebenzi inkampani

Baqeqeshiwe futhi wanelisa imigomo nomholo abasabalalisi kukhona isihluthulelo ekwakheni elichumayo izinkampani MLM, ngakho uma usebenza nobuholi ithimba lakho inikeza kuye prerogatives ezilandelayo:

• Amaholo angenamkhawulo (njengoba kubonakala, kokubili inkampani kanye abasebenzi leli phuzu ngale ndlela kuvamile futhi osnovoopredelyayuschim);
• nokuzimela ngokwezimali, okungukuthi, ithuba ukuze bafeze imisebenzi ngaphandle kokucindezela okuqhubekayo kwe-umqashi;
• kungenzeka bokukhulisa okwabo nge sakugcina capital investment, kungakhathaliseki ubudala, imfundo;
• a nezimo emsebenzini isimiso elula;
• ngcono okuqhubekayo amakhono siqu.

inhlangano okungafanele yenqubo kuyasebenza - ububi?

inethiwekhi marketing nebubi waphawula, uma ikhanda lika-corporations, noma phakathi iqembu kunabantu abanolwazi oluncane. Ngokuhamba evamile yebhizinisi, bakwazi ukukhiya izinqubo zokusebenza, kubathinta ezithinta ezingeni yokuthengisa. Kunezizathu eziningana:

• eziphakeme zokuziphatha umthwalo kubasebenzi evela kumakhasimende kanye nabanye abasabalalisi;
• Amaholo ukuntengantenga (yokuthengisa amazinga ezinyangeni ezihlukahlukene zomsebenzi kungazuzisa inzuzo ezahlukahlukene);
• becindezelwa ngokwengqondo ngenxa umuzwa wokuba nomthwalo wemfanelo ngabanye kanye nokuntuleka kwamakhono yenhlangano, ngenxa inzuzo okusezingeni eliphezulu kwabasebenzi ukunganeliseki izinga inqubo yokusebenza.

Iyini inzuzo ka izimiso MLM kubathengi

Ukuze umthengi, izinzuzo nezingozi kwenethiwekhi yokumaketha ngokuphelele nezinye izici. Ngokwesibonelo, kungase kube ukuntuleka intrusiveness ngokweqile phezu ingxenye distributor ngomzamo ntombazane intshisekelo umthengi, esimweni yokwenqaba, isikhathi sakho abunakuqhathaniswa kokubili. Inzuzo e lezi zinto ezilandelayo:

• saving time kuyiwe esitolo;
• ukuqaphela ngokugcwele izinga kwemikhiqizo;
• ukulawula izindleko zezimali;
• Ukuthenga sibonga ushibhile amabhonasi, izaphulelo, yokuthengisa;
• oda futhi wamukele izimpahla nganoma yisiphi isikhathi esikahle.

Libuye ithuba kweza umqondo MLM zibukeke qhathanisa, hlola izingoma, ukwabelana imibono yabo, ukwenza, ukuthola izeluleko izinhlobo ethengwayo. Futhi ukusungula indlela izinzuzo nezingozi negalelo inethiwekhi marketing ebhizinisini kahle nomsebenzi yokuthengisa, uhlele ukusebenza kwezilinganiso.

Uyini ukukala, nanzuzoni-ke has inethiwekhi marketing

Ngu uqobo, isilinganiso uhlobo engavamile nokuhlola ukusebenza kwe-uhlobo oluthile lomsebenzi. Ukuze ekuwulungiseleleni sidinga idatha ukuthi ingatholakala ngokusebenzisa survey nomphakathi. Basuke wahlanganyela amafemu ekhethekile ukuphatha ulwazi futhi balidlulisele ezinganeni amakhasimende ukuze zisetshenziswe esikhathini esizayo.

Ngo inqubo idatha babe elithola ecacile nezingozi inethiwekhi marketing isetshenziselwe ukuthuthukisa inkampani ethile endaweni ethize ukukhuthaza umkhiqizo othile. Imiphumela etholwe asivumela ukulandelela futhi alobe imiphumela yezezimali semisebenzi yenkampani, kanye isicelo sokuthuthukiswa a amaqhinga ibhizinisi amasu amasha ekuhleleni ikusasa emnothweni.

izinkampani Isilinganiselwa igridi

kuncike ehlukile izilinganiso, ikuvumela ukulandelela indlela ukumaketha inethiwekhi ngempumelelo - inkampani, uhlu ezingasetshenziswa alungele enkundleni ngamazwe, kanye ngayinye ezweni ngabanye noma isifunda ngamunye. Idatha kufakwe isakhiwo yalezi izilinganiso phezulu elichaza indlela umkhiqizo lwenteke ikhange kumthengi, njengoba izinguquko ku Sakhiwo sangekhatsi inkampani noma ukwethulwa umkhiqizo umthelela entsha ekuthengisweni izibalo nokunye.

Kulokhu, isilinganiso kuyinto ukuhlonza ukuncintisana emakethe nendlela inkampani liye landa ngokwezimali ngokuhamba kwesikhathi. Futhi, idatha ngesisekelo uhlu izinkampani asivumela ukunikeza ukuhlaziya okugcwele eningiliziwe amathuba zezimali esikhathini esizayo, ukuze baqonde ukuthi yini okumele uyenze ukuze kabili / kathathu amazinga esikhathini esizayo.

Uhlu izinkampani MLM Russian

Ngezansi uhlu ebandakanya ezinkulu zasekhaya isicelo inkampani inethiwekhi marketing ngempumelelo. Uhlu Russia ngesisekelo imisebenzi yabo ngonyaka futhi kuhlanganisa ezahlukahlukene kwezomnotho, ezobuchwepheshe, amasiko nezenhlalo. Wonke amaqembu aphezulu ohlwini 5 ehamba phambili izinkampani inethiwekhi iphesenti eliphezulu yokuthengisa kanye inzuzo ukukhula 2015 zihlanganisa:

• Avon Prod. Inc.
• Amway Corp.
• Oriflame Izimonyo SA
• Mary Kay Inc.
• Faberlic OAO.

Uma siqhathanisa okufanayo ephezulu ekupheleni uhlu izinkomba, isibonelo, 2012, uzoba mkhuba okuphawulekayo ukwehla ekukhuleni e yokuthengisa, inkampani Oriflame (ngo-2012 kwathatha 2 nd indawo). Uma fingqa, bomnotho singafaneleki nokwehlisa izinga yokuthengisa sabo bonke izinkampani ngaphandle kokukhetha. Nokho, Avon oye wakwazi ukugcina isikhundla salo ehamba phambili: yayo yokuthengisa, njengasekuqaleni, bakha ingxenye eyodwa kwezintathu inzuzo ephelele yazo zonke izinkampani ezisohlwini. Lokhu kusho ukuthi umphumela we-Avon inkampani isilinganiso ucwaningo ingenye yokuncintisana kakhulu futhi eziphambili izinkampani zokuxhumana emakethe Russian.

Njengoba umphumela ukwanda yokuthengisa futhi amazinga

Ngokuvamile, uma isimo somnotho esinzima siya aphume nesimo esinzima wezimali le nkampani kuyinto ukuze kukhuthazwe abasebenzi kwenziwe ngcono izinga lokuziphatha yokuthengisa. Lokhu kubizwa ngokuthi "ugqozi inethiwekhi marketing." Kuyini yalolu hlelo? It ikuvumela ukuthuthukisa inkampani yakho phezulu kuhlu sephizela ngenxa eyengeziwe abasebenzi babe nemisebenzi nokulondeka ngokwezimali kanye nokwakhiwa izikimu yabo njengoba inzuzo ngokuletha besithathu.

Ngamanye amazwi, umvuzo wangena kulezi zimo ezilandelayo:

• ukudayisa ukukhiqizwa ezinkulu ivolumu;
• ukuheha abasebenzi ezengeziwe abayoba nokuqalisa yenqwaba imikhiqizo ukucinga entsha amakhasimende base.

Eliqinisekisiwe ukuthi ukwakhiwa kohlelo inethiwekhi marketing kungaba ngokuphawulekayo ngcono ukukhula inzuzo yenkampani kanye recoup izindleko. Futhi sidinga ukwenza lokhu, nje isifiso ukuze uthole imali eyengeziwe lula, futhi ephumelelayo ukwethula umkhiqizo wabo kumthengi. Yingakho isibalo sabantu abathintekayo kule isakhiwo ibhizinisi ingaphezu 6% labantu isiRashiya, futhi lezi zinombolo ezikhulayo unyaka nonyaka.

Indlela yokugwema ekubeni yisisulu inethiwekhi marketing kanye aphumelele kuwo

Yiqiniso, ukuthi impumelelo ebhizinisini MLM, amandla hhayi kubo bonke abantu, kodwa kukhona 3 imithetho, eqondiswa okuyinto ungagwema ukwehluleka ukukhwabanisa kanye nezezimali kanye ukuqonda into engekho nakuba isimiso ukusebenza kwenethiwekhi marketing:

• inkampani kumele ngempela ibhaliswe (hlola ubulungu yenkampani inhlangano kungenziwa limenyezelwe usebenzisa isisetshenziswa rdsa.ru), lokhu kakhulu kwandisa isici yokuqiniseka inkampani futhi kuyinkomba yemisebenzi yayo esemthethweni;
• umsebenzi Udinga ukukhetha inkampani nge yokuthengisa okusezingeni eliphezulu simo, bangazihluphi ngokuthola isikhundla ekuholeni emakethe namuhla - kuyisihluthulelo preuspevaemosti yayo, ngempumelelo self-ngcono, kanye izindlela namathemba;
• Isho ukuthini inkulumo ethi esiphezulu asebenzayo izimfanelo siqu (ikhono ukusebenza, ukuzimisela ukufunda, bathuthukise amakhono abo yokuxhumana nokukholisa), isikhundla umholi sika - kuyinto isiqinisekiso sempumelelo ekuziphatheni inethiwekhi ibhizinisi.

Into esemqoka - khumbula ukuthi umthengi kufanele abe okuvelayo efanele hlobo lo msebenzi. Akumele liyafana maloobyasnimuyu ukudideka, umkhonyovu noma kumasikhuphulane. Konke kufanele abe esobala, ncamashi ukuhlangabezana nezidingo ezishiwo.

Izibuyekezo nabasebenzisi MLM umqondo

Kuzovumela ukuqonda kangcono indlela ukumaketha inethiwekhi ukuthi kuyini, ngabantu abaphila ngempela ababezalwa sibhekene izimiso emsebenzini wayo. Izisebenzi eziningi izinkampani ezinjalo ziye zaphawula ukuba khona ubunzima ku kusaqalwa ajwayelane le ndlela yokwenza ibhizinisi. Lokhu kwaba ngenxa nje kuphela inqubo nokwenziwa esiningi ulwazi, kodwa futhi ukuba nomuzwa uhlale uphapheme.

Ukuze sibhekane nazo zonke ubandlululo, kanye kulula ukuqonda konke izinqubo ivumela khona workshop, izinkulumo, trainings, izinhlu usulungile, lapho utshelwa ngokuningiliziwe mayelana nezici imikhiqizo ahlinzekwa, phezu izinqubomgomo kanye nezinhlelo zezimali wenkampani. kokuthintana enjalo ngezikhathi ezithile ukusiza ukuthuthukisa amakhono adingekayo emsebenzini, babe eqiniseka kakhudlwana.

By the way, sibonga Izibuyekezo abasebenzi izinkampani lenethiwekhi MLM umqondo kusukela ekuqaleni 2014 uyekile waqonda njengendlela yokuthola inkohliso, kodwa kuphela njengoba emthonjeni owethembekile imali, ukusebenza kwe-okuyinto incike izimfanelo siqu.

Amathiphu Wabasaqalayo

Kususelwa zonke izibuyekezo, ngempumelelo career yakhe, baqondiswe izimiso kwenethiwekhi marketing, kungenzeka ebukhoneni:

• umeluleki abanolwazi;
• uthanda nokuguquguquka;
• izinga ezinhle umkhiqizo isitifiketi isiqinisekiso;
• Lenye yetindlela tekutivikela esezingeni elifanele;
• iqembu athishela.

Ungathola abaningi kokubili imicabango yabantu emihle nemibi ngemisebenzi eyenziwa ukumaketha inethiwekhi. Kukhona izinzuzo nezingozi ngayinye yezindlela zokwenza ibhizinisi. Into esemqoka - zonke okungenhla ukwenza kufinyelelwe iziphetho ezinembile, uthembele isipiliyoni ekhona ngaphambili, sisebenzise ulwazi aluthola futhi ngempumelelo eyisebenzisa empilweni.