Ububanzi izinkomba. Amaqembu kanye amagama emikhiqizo

izici Merchandising zihlanganisa izindlela ezihlukahlukene kwezimpahla ngezigaba, kodwa omunye sezimiso ezibaluleke kakhulu kwezokuhlalisana uhlobo sici senhlobo. indices Basic lisize umehluko Indlela phakathi izinhlobo ezahlukene izimpahla, izihloko ezikhethekile-injongo isiqu.

okunezinhlobonhlobo izimpahla

Setha zezihloko, behlanganiswe izimpawu ezifanayo zingahlukaniswa ngamaqembu ahlukene ngokuvumelana izimfuneko ezithile:

• Indawo;
• nobubanzi Ukusabalala;
• uhlamvu idinga.

Cabangela lezi zici of ngezigaba imininingwane.

Amaqembu kwezimpahla ehlukaniswa indawo, kusho ukuhlunga umkhiqizo mkhiqizo noma umkhakha izici. imikhakha Mkhiqizo zihlanganisa zonke eziyisisekelo ezahlukene imikhiqizo, okuyinto ehilelekile inzuzo ukuhweba imigomo - I-95% of the izitolo ukuhlukahluka aba ngcono kunezinye. Ukukhethwa kuyinto inethiwekhi ye ezitolo ezikhethekile, ngensimbi phezu ukukhuthazwa brand - ngokwesibonelo, izimonyo ukuthenga "Iv Roshe" izingubo studio abadumile, nokuningi. Industrial ngezigaba bahlunga yonke imikhiqizo by umkhakha - ngokwesibonelo, wabenza imoto noma Izitolo enikeza ukudla, ukuthuthukisa imikhiqizo yezimoto kanye nezimboni zokudla.

nobubanzi Ukusabalala kusho ukwakheka okunezinhlobonhlobo lelula nobe lelukhuni. Simple emelelwa inombolo encane lemikhiqizo namaqembu umkhiqizo ingabhekana izimfuno ubuncane amakhasimende. Ngokwesibonelo, yokukhanya, ukunikela izibuko futhi contact lens zokuguqulwa ahlukahlukene - isibonelo zakudala sobubanzi elula. Inxanxathela ngokuthi uhla elikhulu imikhiqizo, okumelelwe Tinhlobo, amaqembu, amagama izihloko, wanelise izimfuno amakhasimende. izibonelo Classic Izitolo ezinikeza okunezinhlobonhlobo okuxubile kukhona ezinkulu.

Ngu ubunjalo izidingo yonke imikhiqizo ethulwa zingahlukaniswa zibe uhlu langempela abahlinzeki etholakala ezibekiweko, futhi isibikezelo - nohlu ekahle ukwanelisana ngokugcwele ikhasimende.

ububanzi izinkomba

On wonke uhla izimpahla kungenziwa ngokuthi iqoqo imikhiqizo, ekukhethweni zazo kwakheka ngezici ezithile ukuthi acabangele futhi ukuhlangabezana nezidingo zamakhasimende ngamunye.

Umkhiqizo uhla has ezihlukahlukene izinkomba agcwele imikhiqizo ku nemingcele ahlukahlukene:

1. Latitude. Ngakho ungabiza nesigcino zinhlobo amagama, brand of imikhiqizo ehlukene yamaqembu heterogeneous noma eyohlobo.
2. Ukuphelela. Izimpawu umkhiqizo isukela ku uhlu lwezinhlobo ezahlukene uhlobo olufanayo lwemikhiqizo.
3. Novelty (buyekeza). Amandla ukwethula uhla umkhiqizo ukuhlangabezana ezishintshayo nezidingo zamakhasimende ngokuletha imikhiqizo emisha.
4. Ukuzinza. Amandla ukwethula uhla umkhiqizo ukuyoba nsuku zonke.

izibonelo

Ukuze enze ukuhlaziywa esisebenzayo senhlobo izinkomba, cabanga okunezinhlobonhlobo studio encane, oveza izingubo. Okwamanje izingubo eyethulwe lokhu umakhi anqunyelwe eziyisikhombisa izinhlobo zabesifazane izingubo, futhi ngayinye yalezi zinhlobo uvezwa ezine onobuhle. Kusuka lapha ungakwazi ukuchaza ububanzi nokujula ukuthi ibalwa ifomula:

Isibalo izinhlobo onobuhle = × 7 × 4 = 28.

Sichaza isilinganiso umkhiqizi latitude. Lokhu ipharamitha kunqunywa indices ezimbili:

• W _p - latitude langempela njengoba inani langempela labantu izinto kwezimpahla etholakalayo.
• W _b - base ububanzi njengoba base sibalo bokutholwa nsuku. Lesi sibalo ihlukile inkampani ngayinye futhi ibalwa ngesisekelo ukukhiqizwa umthamo yomenzi.

Yamanje latitude ububanzi:

• K _w = _p W: _b W × 100.

Uma inkampani othungela blouses amabili, futhi unekhono thunga amane, lokhu isilinganiso kuyoba ulingana:

• K _w = 20: 40 × 100 = 50%.

ububanzi izinkomba ukubala okungukuthi akuphelele Kubalwa ukugcwala ipharamitha. Ngakho yikhono nomkhiqizi ukuhlangabezana uhlobo olufanayo izicelo zamakhasimende. Ukuphelela kuxhomeke ezicini ezimbili:

• _QAPHELA - inani langempela labantu izinhlobo izimpahla.
• R _b - kuhlelwe inani izinhlobo zezimpahla.

Ngokwesibonelo, incazelo inikeza 7 izinhlobonhlobo blouses kwabesifazane, kodwa eqinisweni ukuqaliswa wathola 4. Ukuphelela senhlobo kuyinto 0,57. I Coefficient ukuphelela izimpahla ungaboniswa njengoba ifomula:

• _N = K n _{d: b} n x 100.

Ngakho, uhla ukuphelela kuyoba 57%.

Ibhizinisi ububanzi izinkomba zihlanganisa value ezifana ukumelana. Lokhu value (. Setha) uchaza ikhono umphakeli ukuze kuhlangatshezwane nesidingo ukuze ukucacisa komkhiqizo iyatholakala ku:

• K _y = const: W _b × 100.

Uma umakhi yethu iyakwazi ukunikeza njalo amakhasimende blouses amabili nanhlanu ngenyanga, kugcineke yayo isici kuyoba ulingana:

• K _y = 20: W _b × 100.

Kungenjalo, impahla "ukuzinza" ububanzi kuyoba: 25: 40 × 100 = 62.5%.

Ukunwetshwa senhlobo akunakwenzeka ngaphandle kokuhlela imikhiqizo eseyintsha - ikhono okubizwa ngokuthi umthengisi ukuphendula ngokushesha izicelo kanye nesikhathi ukuhlangabezana ezishintshayo okufunwa yikhasimende. I eseyintsha senhlobo umkhiqizo libhekene izinga eligcwele - inani izikhundla ezintsha e ezibekiweko jikelele (N) kanye nezinga isibuyekezo (K _n), wezwakalisa njengoba isilinganiso isibalo imikhiqizo emisha ukuze lonke inani SKU (noma i-latitude langempela).

Ngokwesibonelo, ngo-umraro ongehla mayelana workshop lokuthunga ka blouses amabili nanhlanu akhangiswe ngayo, 7 onobuhle - entsha. I isabelo imikhiqizo emisha sebhithi jikelele:

• K _N = H: W _p × 100

noma ngokuya zezinombolo:

• K _n = 7: 20 × 100 = 35%.

Ukunwetshwa senhlobo ngenxa yokulungiswa ngezigaba ezimbili:

1) ukwethulwa ezintsha imikhiqizo ngesilwane esifuywayo;

2) baxoshwe State Register of izimpahla akusebenzi.

uhlu okunezinhlobonhlobo

Kukhethwa ezidingekayo izimpahla elinikeziwe esidayisa okunezinhlobonhlobo bobunjwa. Ngakho inombolo ubuncane izintwana ezivumelekile ezidinga okwethulwa endaweni yezitolo. uhlu okunezinhlobonhlobo kufanele kuhambisane nemingcele ezifana ukujula, ukwehluka brand okudayisa, anhlobonhlobo.

Ukwahlukanisa uhla ibhizinisi inzuzo ngokuvamile emelelwa imikhiqizo kokubili iqembu ezimbonini kanye ukuhweba. Kodwa zonke lezi izimpahla kumele wavumelana uhlu okunezinhlobonhlobo. Isethi ubuncane kwezimpahla isidingo nsuku zonke kufanele libe khona ngesikhathi esidayisa ngamunye. Ngakwelinye ihlangothi, abameleli amaketanga okudayisa kufanele iqondise ngayo neziphathimandla zendawo.

Okubalulekile! Ukuziba uhlu okunezinhlobonhlobo kungaholela sina inhlawulo.

Izinkomba ezahlukene kwezimpahla inquma ukukhetha isakhiwo. Ngakho kungase kushiwo olinganise kwamanani ka izihloko ezihlukahlukene ngokuvamile uhlu lezimpahla. okunezinhlobonhlobo kanye nesakhiwo izinkomba obonakaliswe izilungiselelo yemali noma yemvelo, libalwa amaqembu athile, izinhlobo, izinhlobo namagama eyabo isisindo ingqikithi yazo zonke ohlwini lezimpahla ku endaweni yokudayisa.

ukuphathwa okunezinhlobonhlobo

Izenzo ehlukahlukene izinyathelo okubhekiswe ekusunguleni, ukugcina kanye nokuqinisekisa ezihlukahlukene ezithile izimpahla ezitolo kanye nezinye Izitolo okudayisa emashalofini ngokuthi control ububanzi. Izinkomba ezahlukene imikhiqizo encike ngqo kwi izinguquko ezihlelekile ezihlobene inzuzo umkhiqizo, Logistics yayo - kamakhi ngokusebenzisa distributor nakunethiwekhi okudayisa kumsebenzisi wokugcina.

Isakhiwo yonke etholakalayo uhla (C) lingachazwa ngokuthi ethile uhlobo noma ingxenye ngayinye sihloko nto ku Imininingwane isisindo ithengiswe izinto yokuxhuma. Amapharamitha okunezinhlobonhlobo isakhiwo kukhona izinkomba yemvelo kanye zezimali, futhi wezwakalisa njengoba amaphesenti. Bangakwazi umelwe ingxenyenamba, le numerator zazo kuyoba Inkomba inani izinto ngazinye kwezimpahla ezithile (A), kanye zihilela - inani eliphelele zonke izimpahla etholakala isitokwe (S):

• C = A / S.

Indlela yokulawula uhla

okunezinhlobonhlobo ukuphathwa ubuchwepheshe encike ngqo kwi jikelele entuthukweni yezobuchwepheshe, esiteji ekuthuthukeni kwezolimo kanye ukukhiqizwa yezimboni, ezingeni kufinyelelwa wentuthuko engokwesayensi, esivumela ukuba simnikeze abathengi ezihlukahlukene amagajethi kanye nokunye., kusukela Inkomba inhlalakahle yezakhamuzi. Isisindo ububanzi limelelwa iphuzu, ibangelwa esebenzisa amafomula ezahlukene asetshenziswe ukuhweba ukufeza ezingeni eyamukelekayo kakhulu yokusungula kwezimpahla kanye inzuzo elilungile.

okunezinhlobonhlobo

ukwaneliseka qualitative izidingo sabantu kunomthelela kwetinhlavu ibanga okunengqondo. Ithuthukisa ke lunifice ngokufunwa, kanjalo ukuthatha ingxenye ngokuqondile lasungulwa. Ngakolunye uhlangothi, umuntu akakwazi ukuhambisana nesidingo zamanje, ngoba kulesi simo emakethe ngokusebenzisa ukwethulwa ezintsha umugqa imikhiqizo umkhiqizo ngqo kuthinte abathengi akuthandayo. okunezinhlobonhlobo elikhulu imikhiqizo esiphelelwe isikhathi kungaba ukuqala uchungechunge Ngokuqhubeka ukulahlekelwa - umthengi ngeke bathole amaphethini ephelelwe yisikhathi zasendlini, futhi umakhi ngeke zithathe. Isisekelo Ukuvuselela uhlu izimpahla ahlinzekwa ukudayiswa okungukuthi zokuziphatha futhi ngokomzimba ukuwohloka.

Foundation ukuphathwa okunezinhlobonhlobo yikhono anikele ezihlukahlukene abakhiqizi ngendlela esifike ngesikhathi isimiso esithile. amaqembu amelwe imikhiqizo kumele luhambisane isiqondiso ezomnotho ibhizinisi-umenzi, futhi ngesikhathi esifanayo ngokugcwele ukuhlangabezana nezidingo izingxenye ezithile amakhasimende.

Isisekelo ukukhethwa ohlwini lezimpahla iyona ukuhlela ukusetshenziswa cishe kwayo yonke imisebenzi emikhulu okuhloswe ngaso ukukha kwezimpahla ukukhiqiza olunye futhi yokuthengisa okwalandela. Enye uhlangothi Ukukhetha ububanzi - afana izici izakhiwo ezahlukene into, umkhiqizo ngaphansi izifiso abathengi ezingaba khona. Ukukhetha Mkhiqizo ngesisekelo ububanzi enemininingwane kakhulu kuyinto unomphela isenzo esiqhubekayo iqhubeka umjikelezo ogcwele wokuphila item ukuhweba. inqubo enjalo iqala kokuqalwa kohlelo bokuba khona umkhiqizo othize. Iphuzu lokugcina uzobe igezwa unit ne emashalofini ngamaketanga okudayisa, ukususwa Ukucaciswa nomkhiqizi lezimpahla sika.

10 Izimiso kwalesi simiso kumiswa okunezinhlobonhlobo

Isimiso yokudala uhlu okunezinhlobonhlobo kuhlanganisa avelele amaphuzu alandelayo:

1. Ukukhomba izicelo ekhona futhi kungenzeka futhi nezidingo abathengi abazoba, ukuhlaziya ukusebenzisa lolu hlobo umkhiqizo kanye nezimiso umthengi lokuzikhethela izimakethe abafanele. Ngokwesibonelo, e wemithi izimfuno ezithile zonyaka wamanje (ekwindla nomkhuhlane nemfiva isizini) kufanele wanelise ububanzi enwetshiwe ekhemisi, okuhlanganisa inombolo enkulu ukukhwehlela amalungiselelo.

2. Buyekeza ukuhlaziywa lezimpahla nozakwabo ezikhona ezihlinzekwa izimbangi.

3. kokuhlaziywa ezibucayi imikhiqizo ohlongozwayo ububanzi efanayo simangalo. 1 no-2, kodwa iphuzu umthengi umbono (bambalwa kakhulu ngokwanele okwedlula).

4. kokunquma ukuthi yini okufanele zifakwe okunezinhlobonhlobo eziyisisekelo futhi okuyinto nekubeka ukuqeda kuwo ngenxa yezinguquko supply izinkampani ukuncintisana kanye emakethe jikelele. Ngokwesibonelo, amahemuhemu ngesethulo i eyengeziwe intela ku ukudayiswa amazwe imithi ikani kakhulu emincane phansi uhla Pharmacy - ngoba kulesi simo kungaba ngaphezulu losizo Ukuthengisa yasekhaya imithi.

5. Ukuhlolwa iziphakamiso wathola ngokuphathelene ukudalwa okunezinhlobonhlobo entsha kwezimpahla, sesimanje base ekhona ukukhiqizwa, kanye sihlaziye amathuba amasha lokusebenza ikhathalogi.

6. Ukuvela ezibekiweko olusha imikhiqizo ngcono noma impahla ukuthi kuqala ukuvela emakethe, ngokuhambisana nezidingo ezikhona.

7. Ukuhlolwa inzuzo ukukhiqizwa imikhiqizo emisha noma ngcono.

8. Testing (testing) imikhiqizo emisha , ikhumbula ukubukwa nezimfuno abathengi bakuthathe. ukuhlolwa okunjalo uqhutshwa ukunquma indlela imikhiqizo emisha ukuhlangabezana nezidingo emakethe.

9. Kutfutfukiswa iziqondiso ezithile futhi izincomo wemboni yenkampani zokukhiqiza, okubandakanya edingekayo izinga nemingcele, tinkhulumo, izindleko, igama, emabhokisini inkonzo pre-ukudayiswa nokunye. D. izincomo okunjalo zilotshiwe ngesisekelo ukuhlolwa eqinisekisa nokwamukeleka izici umkhiqizo, njengoba kuvunyelwene kumasevisi zomphakathi.

10. Ukuhlaziywa zonke uhla ekhona.

okunezinhlobonhlobo ukuphathwa uhlu - yinoma yimuphi ukumaketha

Ngisho qualitatively evuthiwe ukumaketha kanye nokukhangisa izinhlelo ngeke bakwazi kabusha imiphumela ukukhipha namaphutha ukuthi senziwe phakathi ukuthuthukiswa ohlwini okunezinhlobonhlobo. ukuphathwa okunezinhlobonhlobo kudinga izenzo ehlelekile izingxenye ezihlobene - design kanye lobuchwepheshe, ephelele marketing ukuhlaziywa, ngemvume izivumelwano abasabalalisi, ubuqili isevisi, ukukhangisa, ukukhuthazwa kanye funa.

Ukuba yinkimbinkimbi kwayo ukuxazulula lezi zinkinga kunzima ngokuhlanganisa yonke izikhundla ngaphezulu ukuze lokufeza impumelelo abayifisayo: iqhakambisa ububanzi umkhiqizo, banikezwe omqoka inhlangano kwezomnotho, futhi imigomo nokumaketha. Uma lo mgomo kufinyelelwa, ohlwini lezimpahla izobandakanya imikhiqizo eyenzelwe izidingo kakhulu kule nkampani kanye nabasizi babo, kunokucela iklayenti ezingaba khona. izimiso ukumaketha Basic ukhombise lokhu okubonakala futhi yenze izincomo isenzo ecebeni lamanje. The main Izinjongo bekuhlela ne okunezinhlobonhlobo ngokuyinhloko ukuvuma edingekayo "umthengi" nge uhlu ezibekiweko kokuqendwa umkhiqizo, ukuze ulinike ukuthuthukiswa komkhakha, bese uqinisekise ukuthi i-prototype ihlolwe futhi alethwe ezingeni okuqhubekayo ikhasimende izicelo. Lapho senza uhlu imikhiqizo eseqedile izwi lokugcina kufanele lihlale wathi abaphathi inkonzo ukumaketha ibhizinisi, okuzokwenza usicacisele ngalolu daba uma kufaneleka kakhudlwana ukutshala izimali zami kule sesimanje umkhiqizo osuphelile, hhayi kuphela ukuze athwale izindleko ezikhulayo okukhuthaza imikhiqizo esiphelelwe isikhathi noma wehlise izindleko zawo. Kuyinto umphathi ukumaketha kumele uphendule umbuzo ukuthi sesifikile isikhathi ukungena ezahlukene imikhiqizo elisha elalizothatha indawo ekhona, noma ingabe kangcono ubuyekeze sebhithi ubudala imikhiqizo ukushintshwa.

Marketing kanye kumiswa okunezinhlobonhlobo

uhla elikhulu imikhiqizo zingase zimiswe ngezindlela ezihlukene. Ngokuyisisekelo incike:

• ivolumu yokuthengisa imikhiqizo;
• imininingwane yalolu izimpahla ehlongozwayo;
• Izinjongo nemiphumela imigomo ye umenzi.

Yonke imingcele emithathu ibumbene ukuthi ukuphathwa kwe-assortment kufanele kuthobele inhloko yomnyango wokuthengisa. Ukubuyekeza noma ukuguqula izimpahla kuvumela ukusebenzisa ngokugcwele amathuba "okumangalisa" emakethe, ngokucabangela okushiwo yizimfuneko zabo ezindaweni ezithile, ukugcwalisa lezo zindawo lapho ukuncintisana kukweleka khona (noma akukhulu). Kodwa ukwakhiwa kwemisebenzi ezayo emkhakheni wezinsizakalo kuyindaba ebiza kakhulu, izici eziyinhloko zazo ezihlobene nesidingo sokuthuthukiswa okukhulu nokwandiswa kwezikhungo zokukhiqiza, ukuthengwa kwemishini emisha, nokulungiswa okujulile kwamanethiwekhi okuthengisa okusekelwe ukukhulisa yonke imakethe yokudayiswa ekhona. Ukusetshenziswa kwemithetho efanelwe ukukhiqizwa kwemikhiqizo, ukuhlukaniswa kwamaqembu athile wezimpahla noma inhlanganisela yabo kuxhomeke ezimweni zomuntu ngamunye webhizinisi lomkhiqizi futhi kunqunywa kuphela emva kokuqhathanisa imiphumela. Ekupheleni kwenkathi ethile, imiphumela ihlanganisiwe: izinga lokusebenza kahle kwezomnotho lokuthengisa liye lishintsha, kungakhathaliseki ukuthi izinga lokuthengisa elihlelwe lezi zindlela liye landa, kungakhathaliseki ukuthi umphumela wezezimali uphumelele. Khona-ke iziphetho zithathwa ngokuzuzisa kokukhiqizwa kwalo mkhiqizo kanye namathemba okukhululwa kwawo okunye.

Ukuphathwa okuphumelelayo

Ukusetshenziswa okunengqondo kwebanga lomkhiqizo kuvumela ibhizinisi: ·

• Nciphise inani lokuthengiswa elahlekile ngenxa yokuntuleka kwezimpahla ezidingekayo;
• Ukusheshisa ijubane lokubuyiswa kwezimpahla ekuphumeni;
• Nciphisa izimpahla ezingaphezulu;
• Nciphisa ingozi yokubhalwa kwezimpahla ngenxa yokuphelelwa yisikhathi sempilo yashalofu, · ukunciphisa izindleko eziphelele ezihambisana nezitoko.

Uma ubheka inqubo yokwenza i-assortment kusukela ekubukeni kokulethwa nokugcinwa kwezimpahla (ukugcinwa kwempahla), ukulungiswa okunekhono kwamasheya ezokuthengiswa ukulingana okuqhubekayo emgqeni omuhle phakathi kwemingcele emibili ehlangene: ukunciphisa izindleko ezihambisana nokuthutha, ukugcinwa kanye nokubalwa kwezimpahla nokuhlinzeka okudingekayo (okuncane kakhulu ) Esikhathini samasheya, okuzokwanela ukuqaliswa ngaphandle kwezinkinga.

Ngesikhathi esifanayo, ukwanda kwezimpahla zemikhiqizo engenziwanga kahle kunomqondo uma nje umphumela wezomnotho udlula izindleko zokugcina izinto ezengeziwe zokusebenzisa kanye nokusebenzisa imali kule mali.