Akwanele ukudala ibhizinisi lokukhiqiza inzuzo futhi ufunde ukuyilawula. Kubalulekile ukuthuthukisa uhlelo lwebhizinisi oluphumelelayo lokukhuthazwa kwezimpahla namasevisi. Kuyini ukumaketha futhi yini okufanele amathuluzi okuthengisa anikele ukuze afunde.
Ukuthengisa - kuyini?
Mayelana nomqondo wokumaketha awukwazi wonke umphathi webhizinisi. Ukumaketha kuyisici senhlangano, kanye nesethi ethile yezinqubo ngenjongo yokudala nokukhuthaza umkhiqizo noma isevisi kumakhasimende. Ngaphezu kwalokho, ngaleli gama baqonde ukuphathwa kobuhlobo nabo ukuze kuzuze inhlangano. Izinhloso zokumaketha zibizwa ngokuthi incazelo kanye nokwaneliseka kokubili izidingo zomuntu nezomphakathi, futhi imiqondo yokumaketha yikho ukuthuthukiswa kwezimpahla nokukhiqiza.
I-Philosophy yokuthengisa
Ifilosofi yokumaketha iqoqo lezimiso, izinkolelo nezindinganiso ezisekelwe ekuqondeni ukuthi ukusebenza kwenkampani kuzoxhomeka ekutheni kuneliseke kangakanani isidingo samakhasimende. Ukumaketha, njengefilosofi yebhizinisi, umqondo oqondiswa emakethe wokuphathwa kwemikhiqizo. Lapha, ulwazi lomakethe yisisekelo sokwenza izinqumo ezibalulekile, futhi ukuqinisekiswa kungahlolwa ngesikhathi sokuthengiswa kwezimpahla.
Ngenxa yalesi sizathu, umbuzo wokuthi yikuphi ukumaketha, ngokuvamile kubhekwa njengendlela yokuhlela, ukudala, ukukhiqiza nokuthengisa izimpahla ngokususelwa ekuhlaziyweni okuvamile kwezimakethe kanye nezidingo zamakhasimende. Okuyinhloko ekukhangiseni kungabizwa ngokucwaninga okuphelele kwemakethe, ukuthanda izinto kanye nezidingo, ukuqondisa ukukhiqizwa kulezi zidingo, ithonya elisebenzayo emakethe ngokwalo, ukwakheka kwezidingo.
I-Psychology yokumaketha
Akukho ukuxhumana okungacatshangwa nanoma yikuphi ukusebenzisana okusebenzayo. Kuchwepheshe osesimweni sokuphatha, kungabizwa ngokuthi ithuluzi eliyinhloko phakathi kwezingxoxo zebhizinisi. Okusemqoka kokumaketha ukuletha umkhiqizo, noma izinsizakalo ezinikeziwe, kubathengi ngendlela engcono, okwenziwe ngezindlela ezahlukene. Indlela efanele yokuthenga abathengi ingenye yezindlela ezinjalo. Thola ukuthi akunzima kakhulu, uma uhlaziya imakethe kusengaphambili futhi ufunde izidingo zamakhasimende.
Iyini ukumaketha kwamawhale?
Umholi wesikhathi esizayo kubalulekile ukwazi ukuthi ukumaketha kwamawhale kuyisethi ethile yezinto zokuthengisa ezingathengisi kuphela amasevisi, noma izimpahla, kodwa ngisho nomlando wenhlangano. Ngosizo lwaso, kunethuba elinjalo lokubonisa kubo bonke abathengi abangakhona, amakhasimende, abahlinzeki nabalingani kunokuba inhlangano ihluke ezinkambisweni zokuncintisana. Abanye ochwepheshe baqonda imibhalo eminingi eguquguqukayo njengamakhithi wokuthengisa. Baqinisekile ukuthi ezintweni ezinjalo kufanele kube nendaba mayelana nemvelaphi yenkampani, indlela ehamba ngayo.
Izinzuzo nezimo zokumaketha
Ukuthengisa kunezinzuzo eziningi ebhizinisini. Phakathi kwezinzuzo:
- ithuba lokuveza inkampani ngokukhanya okuhle;
- kungenzeka ukutshela ngenhlangano kubathengi abangaba khona;
- thola ukuncintisana futhi ube yinkampani engcono kakhulu;
- funda izidingo zamakhasimende ezizayo.
Ochwepheshe babiza izinkinga ezinjalo zokumaketha:
- ukuncintisana okukhulu;
- isidingo sokuqala imali;
- izingozi zokungasebenzi kahle ekukhuthazeni umkhiqizo wenkampani.
Imigomo kanye nezinhloso zokuthengisa
Kuyinto evamile ukuhlukanisa phakathi kwezinhloso ezinjalo zokumaketha:
- Ukuhlaziywa, ukucwaninga nokuhlola izidingo zabathengi bamanje kanye nabasasa bemikhiqizo yenkampani kulezo zindawo ezithandayo.
- Ukuqinisekisa ukuthuthukiswa kwezinsizakalo ezintsha nezimpahla zenhlangano.
- Ukuhlaziywa, ukuhlola nokubikezela isimo sezimakethe. Ucwaningo lomsebenzi wabaqhudelwano.
- Ukubunjwa kwenqubomgomo yenkampani.
- Ukuthuthukiswa nokuvunyelwa kwamanani.
- Ukwakheka kokuqondisa kanye namaqhinga okuziphatha kwemakethe yenhlangano.
- Ukuthengisa kwemikhiqizo noma izinsizakalo zenkampani.
- Ukumaketha kokuxhumana.
Izimiso zokuthengisa
Kubalulekile kuwo wonke umholi wesikhathi esizayo ukuba angazi kuphela izisekelo zokuthengisa, kodwa futhi ukuqonda izimiso zayo. Ngaphansi kwezimiso zokuthengisa ezifana nalezi, qondisisa izinto eziyisisekelo zemisebenzi yokukhangisa enquma izindawo ezidingekayo zokusebenza kubo bonke abahlanganyeli emjikelezweni wokwakha nokuthengisa umkhiqizo noma isevisi. Lokhu kuyisisekelo sokuthengisa. Ngenxa yemigomo yokumaketha, le nqubo ingenziwa ngokubambisana. Babiza izimiso eziyisisekelo ezifana nokukhangisa:
- Ubunye balezi zindlela njengeqhinga namaqhinga, okuzosiza ukusabela ngokushesha ekushintsheni okuhlukahlukene ekufuneni.
- Ukuba emakethe ngesikhathi sokuthengisa ngokuphumelelayo.
- Ukukhiqizwa nokuthengisa kumele kuhambisane nesimo ezimakethe kanye nezidingo zamakhasimende ezizayo kanye namakhono omhlangano ngokwawo.
- Izidingo zihlangene futhi ngesikhathi esifanayo zihambisana nezinga lokuthuthukiswa kwezobuciko kanye nobuchwepheshe.
Imisebenzi emikhulu yokumaketha
Kuyinto evamile ukuhlukanisa phakathi kwemisebenzi yokukhangisa:
- Ukuhlaziywa - ukutadisha nokuhlola imisebenzi yangaphandle neyangaphakathi yebhizinisi.
- Ukukhiqizwa - yinhlangano yokukhiqiza izimpahla ezintsha, ukuphathwa kwekhwalithi.
- Ukuthengiswa - inhlangano yesistimu ethile yokusabalalisa izimpahla.
- Ukuphathwa nokulawula - inhlangano yokulawulwa kwezinhlelo nokuhlela.
- Ukwakha - ukwakheka kwesidingo esikhulu.
Izinhlobo zokuthengisa
Ngokuhambisana nomkhakha wesicelo, lezi zinhlobo zokukhangisa ezilandelayo zibizwa ngokuthi:
- izimboni;
- umthengi;
- ukutshala izimali;
- amasevisi wokumaketha.
Njengoba kunikezwe isimo sokufuna emakethe, kuwumkhuba wokwabela izinhlobo ezinjalo:
- Ukuguqulwa - kusetshenziswe ezimweni lapho isidingo singalungile futhi ingxenye enkulu yemakethe ayikwazi ukwamukela umkhiqizo futhi ayikwazi ukukhokha ukwenqaba ukusebenzisa.
- Ukugqugquzela ukumaketha - kuhlotshaniswa nokutholakala kwezimpahla nezinsizakalo ezingafunwa ngenxa yokuqedela ukunganaki, noma ukungaboni kahle kwabathengi.
- Ukuthuthukisa - kuhlotshaniswa nesidingo sokuthuthukiswa kwemisebenzi noma izimpahla.
- Ukumaketha kabusha - okuhloswe ukuvuselela isidingo esikhathini esithile sokuthandwa kwesithakazelo kumkhiqizo, noma amasevisi.
- Ukuvumelanisa ukuvumelanisa - faka isicelo sokuguquguquka.
- Ukusekela - sebenzisa ezimweni lapho izinga nesakhiwo sesidingo sempahla kufana nesakhiwo sesiphakamiso.
- Ukuphikisana - okusetshenziselwa ukunciphisa ukwehla kwesidingo, kuthathwe kusukela ekubukeni komphakathi njengokungalingani.
- I-Demarketing - isetshenziselwa ukunciphisa ukufunwa kwemikhiqizo ezimweni lapho kudingeka khona kudlule ukunikezwa.
Ukukhangisa nokukhangisa
Kuye ngenhloso, kuyisiko ukuhlukanisa phakathi kwalezi zinhlobo zokukhangisa ekukhangiseni:
- Ulwazi - lisetshenziselwa ukwazisa abathengi mayelana nokubonakala emakethe yezinsizakalo ezintsha kanye nezimpahla ezintsha.
- Okuvusa amadlingozi ukubunjwa kwesidingo sokukhetha.
- Ukuqhathanisa - ukuqhathanisa izici eziyisisekelo zezimpahla ezinezimpahla ezifanayo zokuncintisana.
- Ukukhumbuza - ukukhangisa kwezimpahla eziye zanqoba izimakethe zempahla.
Esikhundleni nangendlela, lezi zinhlobo ezilandelayo zibizwa ngokuthi:
- Ezamabonakude - ezindaweni ezithelevishini nezinhlelo, kumsakazo, emakholini amaphephandaba namamagazini, izinhlu.
- Ngaphandle - izihlangu ezinolwazi oluqondile, izimpawu zokugcina, amabhokisi okukhanya.
- Ezokuthutha - ukukhangisa kulabaqaphi, izikhangiso eziphrintiwe ku-cabin;
- Ukuthengiswa kwe-site - ukuklanywa okukhethekile kwamahholo okuhweba ahlukahlukene, izitika zokubeka phansi.
- Iphrintiwe - izinhlu zomkhiqizo, amakhalenda, izincwajana, amakhadi ebhizinisi, amakhadikhadi.
- Ulwazi oluqondile ngqo lokukhangisa ngeposi, izinto ezinikezwa ngezandla ngokukhangisa, ulwazi efonini, amaphephandaba angamahhala kanye namaflaya.
- I-souvenir - izimpuphu zamanzi nezikhangiso zokukhangisa kanye ne-logo, amabheji aqoshwayo, amafolda anesikhangiso esithile, amabhukumaka.
- Ku-inthanethi - isimo, ukumelelwa kwe-Inthanethi yenkampani, imidiya, ukuthunyelwa kubhalisile, ukusekela injini yokusesha.
Imibala ekukhangiseni
Ukukhangisa ngakunye kokukhangisa kusebenzisa imibala , ngayinye ephethe imininingwane ethile:
- Okubomvu kufanekisela amandla noma ukuphuthumayo, kubizwa ukugqugquzela, kodwa kuthiwa kuphikisana. Ngakho ukunqwabelana kwalo mbala kungasho udlame, ngakho-ke ochwepheshe batusa ukuyisebenzisa ngokulinganisela.
- Okuhlaza kufanekisela intsha, impilo kanye nothando lokuphila. Ngokuvame ukusetshenziselwa izinkampani zokwelapha.
- Buluhlaza imelela amandla. Uvame ukuhlanganiswa nokuthula, ukuhlakanipha namaphupho. Umbala udala umuzwa wokwethemba, ukuphepha, ngoba amabhange amaningi ayathanda ukukusebenzisa.
- Iphuzi lifanekisela injabulo nelanga futhi lijabule futhi livuselele. Umbala ophuzi obomvu ungaba kuhle ekuthengiseni nezenzo ezihlukahlukene, ngoba umbala wokuvuleka nokuxhumana nabantu.
- I-Orange - i-tonic, ehlanzekile neyomnandi, engabonisi ukuxhumana kuphela kodwa futhi nobuciko. Ngokuhambisana nemibala efana nobomvu nephuzi, izosiza ukwandisa ukuthengisa. Okufanelekile ezindaweni ezinjengokukhulumisana kweselula, ukudla, ukuqina nemidlalo.
Amabhuku ekukhangiseni okufanele afunde
Thola ulwazi oludingekayo ekuphatheni futhi ufunde ukuthi ukumaketha okunjalo kuzosiza yini izincwadi ezikhethekile. Ochwepheshe bathi izincwadi ezinhle kakhulu ekukhangiseni :
- D. Moore "Ukunqoba ilasha. Indlela yokuletha umkhiqizo wezobuchwepheshe emakethe enkulu " - unikezelwa ubuchwepheshe obuphezulu. Amathiphu nezibonelo zingasetshenziswa embonini nasebhizinisi.
- B. UHarry "Ukuthengisa Okungabonakaliyo" - utshela mayelana nokuguqulwa kwesevisi ehloswe ngamakhasimende, okwenza kucace ukuthi ukumaketha yizingxenye ezibalulekile zokuphumelela njengabaphathi.
- I-R. Chaldini "I-Psychology of Influence" - izoveza izimfihlo okumelwe zenziwe ukuze umthengi ngamunye esikhathini esizayo angayithandi ngokuncintisana.
- U-K. Anderson "I-Long Tail" - ukhuluma ngemikhuba yokuthenga nokwamukela ulwazi ku-intanethi nokuthi ngamaphi amathuluzi angacabangela izifiso zomuntu othile.