Isicwangciso sokukhula Integrated njengendlela izicwangciso zophuhliso

izicwangciso Marketing i iseti kwizinto eziphambili ezicwangcisiweyo lomlinganiswa, ezisetyenziswa kulo mbutho ukufikelela kwiinjongo zalo. Ngokungqinelana ulwahlulohlulo,-qhinga zilandelayo: qhinga sophuhliso ezingundoqo qhinga yokukhula yenkampani kunye nokhuphiswano qhinga. Makhe sihlolisise ngokweenkcukacha isicwangciso lokukhula.

Iqela lokuqala kolu luhlu kukho isicwangciso sokukhula wamandla. Emva kwabo, inkampani kuphucula umgca yayo imveliso okanye ukuphuhlisa imveliso entsha, ngaphandle kokutshintsha kushishino. Ukuba sithethe ngayo kwimarike, emva isicwangciso kanzulu, siqinise uphengulula amathuba ukuphucula imeko emarikeni okanye yenza inguqulelo ukuya kwinqanaba elitsha. Kwisicwangciso iqela lokuqala ziquka:

- Isicwangciso yokomeleza indawo ngokuqinileyo ngayo kwimarike, emva koko, le nkampani yenza imisebenzi ejoliswe kuloyiso imveliso ethile esingcono emarikeni. Ukuze kusetyenziswe le sicwangciso kufuna iinzame ezibalulekileyo zorhwebo. It wavumela ukusetyenziswa "ukuhlanganiswa tye", ngexesha apho, inkampani uthatha amanyathelo likwazi ukumisela ulawulo phezu khuphiswano.

- Isicwangciso-qhinga sophuhliso kwimarike, esebenzisa leyo, uphendlo ngokuqinileyo yeemarike line yayo imveliso, sele nto ezo.

- qhinga sophuhliso imveliso ibonakaliswa ukusuka phezulu ukuya ukunyusa inxalenye yayo emarike kunye iimveliso ezintsha kuphuhliso nemakethe.

Iqela lesibini liquka isicwangciso soshishino ezijolise ekolulweni lombutho omtsha iiyunithi zoshishino. Elinye igama - isicwangciso sokukhula edityanisiweyo. Kubalulekile ukwazi ukuba esihlangeneyo isicwangciso sokukhula waqonda ngeendleko yokuthatha ilifa izibonelelo ezitsha okanye ngokwandisa isakhiwo.

qhinga esihlanganisiweyo nokwanda iindidi ezimbini eziphambili:

- umva qhinga uhlanganiso nkqo isebenza ukwandisa isabelo emarikeni ngokuncama ukulawula phezu ngabathengisi, ngokunjalo ngokusekwa kwe nkampani ukuba unikezele izinto ekrwada. Esi sicwangciso ikuvumela ukuba ukufumana iziphumo ezincumisayo ngokunciphisa ukuxhomekeka kumaxabiso emveliso. Ukongeza, izibonelelo bumabumela, njengoko njengenkcitho, uzimilisa inqaku yeengeniso.

- qhinga esihlanganisiweyo ukukhula kwakhona baneembono ezahlukeneyo - ukuya uhlanganiso phambili nkqo. Lubonakaliswa ukuze bafumane ulawulo imibutho leyo, ngokungqinelana umsebenzi ukusebenza kunye nokuphunyezwa sokugcina.

Iqela lesithathu ibandakanya isicwangciso sokukhula obuziintlobo ezininzi. Zisetyenziswa xa inkampani ayikho nako ukuphuhlisa kwimarike ethile kunye umgca imveliso ekhoyo kweli shishini.

- qhinga oxwesileyo ukohlulwa swi kuphuhliso sele eziqhelekileyo emarikeni xa sijonge ukusungulwa iimveliso ezintsha kusetyenziswa ubuchwepheshe obutsha, ezahlukileyo kwezo zisetyenziswa yinkampani. Esebenzisa le ndlela, kufuneka unikele ingqalelo yokuba kuveliswe le hlobo iimveliso ithekhinoloji ezahlukeneyo bakwazi nokuxhamla kumathuba akhoyo kwiindawo ezahlukeneyo kulo mbutho, afana nokubonelelwa ngezixhobo ekrwada. iimveliso ezintsha kufuneka kugxile engundoqo imveliso uluhlu zabasebenzisi, umgangatho imveliso entsha kufuneka ihlangabezane sele zaveliswa. Imeko yokuba ibe nokuphumezeka yesi sicwangciso uhlalutyo lokuqala ngamathuba, umzekelo kwicandelo lokwakha, kubalulekile ukuqhuba segmentation kwimarike , nemihlaba, ukuvavanya ubuchule babo ukuphumeza amanye amanyathelo.

- Isicwangciso ukohlulwa igxile - lowo uphengulula kunye nokusebenzisa amathuba oshishino ukuqaliswa kwemveliso ezintsha. iimveliso ezikhoyo kungundoqo. iimveliso ezintsha zenziwa ngokusekelwe iimpawu ezithi ayinakuhlonyelwa kubuchwepheshe esele yenziwe.

- Isicwangciso ekungafanisini yeMetro esetyenziselwa ukwandiswa ngoncedo imveliso entsha, apho sinxulumana esivele eziveliswe kwaye okujoliswe iimarike ezintsha. Isicelo ngempumelelo kwale sicwangciso kuxhomekeke kwizinto ezininzi ezifana nobuchule abasebenzi, ukufumaneka kwemali eyinkunzi yokusebenza kuyimfuneko.

Iqela yesine ibandakanya zokunciphisa. Zisetyenziswa xa inkampani efuna ukuba yimbumba emva kwexesha elide lokukhula kunye amiselelwe ukuphucula ukusebenza, ukuba kukho utshintsho kuqoqosho. Esi sicwangciso iya buhlungu. Noko ke, simele siqonde ukuba le isicwangciso sophuhliso enye, kwakunye qhinga nokukhula.