Marketing Trade - yintoni na le nto? Intengiso Trade: izixhobo kunye nemisebenzi

Ukuthengiswa ukukhuthazwa iimveliso - enye yeenjongo eziphambili nawuphi na umbutho wabasebenzi, ngokokuqhelekileyo usebenzisa ezaziwayo-kakuhle zentengiso ngqo yempahla kunye neenkonzo. A olugqithayo kule nkqubo uluhlu lwemisebenzi yoshishino yorhwebo, ukuthandwa iindlela ehlabathini ukhula ngosuku. Zama ukuqonda ukuba yintoni na marketing urhwebo kwaye isebenza kakuhle ngayo.

Ingcamango nangomoya na ukuthengisa yorhwebo

Ngokubanzi, marketing urhwebo - iseti eziququzelelwe ngokukodwa amanyathelo ukukhuthaza ukuthengiswa kweemveliso ezisetyenziswayo kwiinkampani bhaza beevenkile kunye neevenkile. It liqhutywa ngokusebenzisa izixhobo ezinefuthe olukhethekileyo abasebenzisi kumanqanaba ahlukeneyo.

Kulo mzekelo, nefuthe ngqo lunganikezelwa kwi kokubini abasebenzisi ekupheleni kunye esiphakathi, leyo enze indima nxaxheba kwikhonkco yokuhambisa izibonelelo - abameli zeentengiso, abasasazi, ngezinto. Ke ukuba iindlela zempembelelo, kunokuba iindlela obubonakalayo nempembelelo, umzekelo, imivuzo, izaphulelo, izipho, kunye nazo naziphi na ezinye iintlobo ezixhasayo.

Loo ndlela iphumelela ngakumbi ukukhuthazwa zentengiso ethe ngqo - ATL, apho bonke abavelisi abanomdla kakhulu imali. Ngoxa nje ukhumbuza abantu imveliso kukhuthazwa yaye lizama simkholise ngemfuneko ukuthenga, ukuthengisa urhwebo, leyo yinto intengiso ngqo okanye BTL, engabahendeli ngqo okanye ngeengalo abarhwebi abathengi bakhetha ngexesha lokuthenga kuye.

Iinjongo kunye neenjongo nokuthengisa yorhwebo

Eyona njongo iphambili ekuhlumiseni ukuthengisa kufuneka kuqwalaselwa ayikho nje ukukhula inzuzo okanye imiqulu ukuthengiswa kwixesha elifutshane okanye ixesha elide. Ikakhulu zonke izenzo ngqo kwi ukudala umfanekiso omhle umenzi, ukuyilwa ukunyaniseka ngumsebenzisi ngokwayo yaye wavelisa impahla yayo.

Intengiso Trade kubandakanya ekuphumezeni iinjongo ezingundoqo ngokwenza uluhlu zilandelayo ngxaki:

• Management kwentengiso. Uphando lweempawu zengqondo into engaba umthengi, etsala ingqalelo yakhe imveliso, ekufumaneni ulwazi malunga oko engqondweni.
• Ukomeleza isikhundla umthengisi kwimarike kwindawo ukhuphiswano. Eloyisile indawo umboleki, ukudala umfanekiso kakuhle le nkampani, nokuchonga iinzuzo iimveliso ezithile kunye nokupasa kwabo.
• intengiso nokuphuculwa kwezobugcisa. Kulungiselelwa salesrooms space.
• ulawulo Action enokubakho yabathengi. Yokunyusa kwinkqubo yokwenza izigqibo okuthenga nokunyusa inani layo.

Umbutho we nkampani yorhwebo-ukuthengisa

Ethetha urhwebo-urhwebo, kufanele kuphawulwe ukuba oku nje yenye yeendlela ezininzi ukukhuthaza ukuthengiswa kweemveliso. Kwishishini yinxalenye yocwangciso yentengiso jikelele kunye nohlahlo lwabiwo-mali, yaye kufuneka zaqhutywa ngokunxemnye olusondeleyo lwenkqubo oluqhubekayo ndawo kunye nophuhliso brand.

Kuxhomekeke kwisayizi lombutho, oko iingenziwa lisebe okanye baqesha yingcali uxanduva - Urhwebo-marketer. Xa kunjalo, iyunithi entsha okanye indawo iya kuba yinxalenye isebe yentengiso ekhoyo i. Kungenzeka kwakhona ukuba ukudlulisela le misebenzi Outsourcing.

Re-wangena ngasentla unit noshowo okanye bokubi ukufunda nokuhlalutya nesimo esikhoyo ngoku emarikeni kwentengiso, uphuhliso kunye nokuphunyezwa ngokusekelwe imisebenzi zorhwebo-ukuthengisa ukuphakamisa imveliso isicwangciso data kuquka Ulamlo nemibutho yabasebenzi kunye nabasebenzisi ekupheleni.

izixhobo Basic marketing urhwebo

izixhobo marketing urhwebo libanzi kakhulu. Phakathi izixhobo zayo eziphambili wachacha:

• promotion lokuthengisa ngqo.
  • Izaphulelo, iibhonasi ukuya nxaxheba kwikhonkco yorhwebo.
  • Ukukhuthazwa isiphelo zabaxhamli isipho sesisa ngemizobo yentengo, umvuzo.
• Ethengiswayo. Oku kuquka ukuphunyezwa kunye iliso layout lento endle kwiintengiso, kokudibana, familiarizing abathengi kunye neemveliso ezintsha ezivenkileni, ekwenzeni yezenzo, ukhuphiswano kunye neentetho.
• imisebenzi eyodwa urhwebo-ukuthengisa. Oku kuquka mbutho kwemiboniso zorhwebo kunye neentetho, iisemina, iinkomfa kunye nezifundo zoqeqesho lwabasebenzi zithengise.

Isigqibo malunga nokusetyenziswa kwezixhobo ezithile eyamkelwe abantu abanoxanduva lokuyenza le qhinga sentengiso yorhwebo. Isiphelo ngenxa yesicelo nganye kuzo uzimisele Ngokuyintloko iimpawu imeko ethile.

Ukusebenza zithengise

nokuthengisa Trade - inkqubo yolwazi ebonisa kanye indlela inokuyichaphazela ngabanikezi, abathengisi, abameli iintengiso, ukuba abo benza wokunyusa ebonakalayo imveliso phakathi abathengi. Kuzo zonke izixhobo yempembelelo ziyakwazi ukuchongeka inkuthazo zemali chain lonikezelo nomlomo. Kudla ecwangciswe ngokohlobo kwizabelo zomnikeli, leyo zithunyelwe ku:

• Ukwandisa yokuthenga umthamo. ezinxulumene Ngokuqhelekileyo ne ukwehliswa kwexabiso lentengo, kodwa iimeko enika izaphulelo inokuba nomahluko, umzekelo:
  • Ibhonasi-umhla ngexesha kwimvumelwano kuthengwe wobungakanani ethile impahla.
  • Periodic coupon nezahlulo ezishushu.
  • Ukubonelela ibhonasi yokuthenga iimpahla ezithengiswayo volume elikhankanyiweyo.
• Ukwandisa umthamo ukuthengisa. Le misebenzi zijolise ukulamla izizathu ukuba azibandakanye inxaxheba kwintengiso imveliso ethile. Kokuba zibe nokufezekiswa ngeendlela ezahlukeneyo:
  • Ukuseka nokukhuthaza ukuphunyezwa imiqulu zeentengiso ezicwangcisiweyo.
  • Umbutho amakhuphiswano kunye ibhaso sisondela abasebenzi kunye nokusebenza kakuhle.
  • Ukufeza eli phulo "Imfihlelo shopper" kwaye evuza nabasebenzi abangcono.
• Ukwanda ukuhanjiswa kwempahla kwi iingongoma yokuthengisa. Kuyinto ukuvuza umlamleli ngokuphumeza enye yeenjongo:
  • Le mveliso inikwa mali ilungelo yokuthengisa izindawo.
  • Inani elimiselweyo lamanqaku zentengiso amelwe uluhlu kuyimfuneko.
  • Ukuzaliseka imiqathango ebekwe ukuze zixhonywe kwempahla entsimini yokuthengisa.

Ethengiswayo njengenxenye yephulo zorhwebo-lokwazisa le

Trade Intengiso yempahla ethengiswayo ingqalelo iseti ethile iziganeko ezigcinwe kummandla lweevenkile kwaye kwandiswe umthamo yokuthengisa ekupheleni umthengi. Zonke izenzo eyenziweyo ukukhuthaza abasebenzi umenzi kwisivumelwano kunye umlamleli okanye hayi. Phakathi kwiindawo eziphambili umsebenzi zezi:

• IMbonakalo - ingongoma engundoqo yempahla ethengiswayo. Iimpahla ezishelfini kufuneka yaziswe ngendlela eya kubangela ukuba umthengi umnqweno ukuyithenga uyikhulule ngentlawulelo.
• Intshukumo yolawulo ke uluhlu imveliso.
• Ukulungiswa amanqaku zeentengiso: inkcazelo yendawo inkundla luncedo kule mall, ekufezekisweni ekunene ukusuka kwindawo yokucingela zocando yentengiso kunye namaziko uyilo, isicwangciso, izibane kunye nesandi.
• intengiso indawo Izixhobo: ukukhethwa lemiboniso, mannequins, efrijini kunye nezinye izixhobo.
• Ukubonelela indawo yokuthengisa POS-izinto, eziquka amaphetshana kunye neepowusta, tags ixabiso, ulwazi simi, ezishelifini njalo njalo.
• Implementation audioinformirovaniya video kumgangatho zorhwebo.
• amaphulo Advertising - Lotto, Raffles, ukhuphiswano, enalo iindwendwe ukuba bathenge imveliso ethile.

imisebenzi eyodwa urhwebo-ukuthengisa

Ezi ntlobo inkuthazo, kwakunye ethengiswayo, ilungu kwiqela engaphathekiyo, ukuba zibhekiswe ikakhulu ukwanda inxalenye eliphakathi umthengi ukunyaniseka. Ukwahlula iintlobo zilandelayo:

• neesemina zoqeqesho, noqeqesho kubasebenzi zithengise. Le misebenzi yenziwa ukwenzela ukuqonda ngcono uluhlu zangoku iimpawu iimpahla ezithile.
• iintlanganiso zoshishino kunye neenkomfa. Iintlanganiso periodic ngabameli umthengisi kunye ezinkulu zithengise, leyo ushwankathelwa phezulu, kuxoxwa ngakumbi amathuba intsebenziswano xa udibana, ukuqaphela iingxaki ze nixoxe izisombululo. Ezi ziganeko zidla kuququzelelwa zii ziinkampani womnatha ezinkulu.
• Business show. Bona ziyingxenye yokuziphatha zoshishino eyamkelekileyo. Kufuneka unike kuphela phezu kwaye chola ukuze baluncedo kakhulu kumamkeli.

Imisebenzi ejolise umthengi wokugqibela

Nakuba iintlobo ngeentlobo iindlela zokusebenza kunye njengabalamli asifanele, ukulibala ukuba marketing urhwebo - kukwayinto entle isethi iindlela ezisebenzayo elikhulu iimpahla yabathengi. Ekubumbeni izizathu lomthengi, injongo yawo ukwanda elifutshane elide kwemfuneko imveliso ekhuthazwayo. Ezi ndidi zilandelayo yempembelelo enjalo:

• Lotto, imidlalo, imilo, izimanga. Cebisa ithuba inzuzo ongaziwayo xa bethenga iimpahla.
• Umbutho kweenkqubo club. Created abathengi brand endawo ethile, amalungu ayo athe afakwa amalungelo athile.
• iziganeko uthando, iNkxaso kunye nokuthengisa siganeko. iziganeko ezizodwa ukutsala zonke iintlobo ukuba abaphulaphuli bakhe ekujoliswe: iikonsathi, imithendeleko, amaqela, iziganeko zemidlalo umbutho, imibhiyozo idolophu.
• Ukuthatha inxaxheba kurhwebo bakurholela kunye nokusetyenziswa promozon mobile kwiindawo ezixineneyo.
• Ukusasazwa amaphetshana ezithengisa imveliso kunye inkcazo imijelo yawo ukuzuza kunokwenzeka.
• Ibhaso ukuthenga. Inokubuyiselwa amalungiselelo ngokohlobo isipho impahla ngalinye impahla, ngokubonelela umthamo ngaphezulu ngexabiso elifanayo Izabelo "1 + 1".
• Komculo - ukuhambisa iisampuli simahla iimpahla.
• ukuhla Periodic kwamaxabiso zeempahla kunye nokusasaza amatikiti ukuthenga elizayo kwi isaphulelo ngokusebenzisa iimagazini kunye nezinye iimpahla okanye ngeposi.

Ukusebenza lwemisebenzi zorhwebo-yokumaketha

Ukongeza ukuyazi izixhobo, umphathi ukuthengisa yorhwebo kufuneka abe nako ukuhlola ngokufanelekileyo ukusebenza iziganeko ezintsonkothileyo kuqhutywa. Oku kunika umdla kakhulu ingongoma ebalulekileyo, ukususela ekuphunyezweni kwesicwangciso sorhwebo - kuyabiza kakhulu nolawulo ufuna ukwazi ngokuqinisekileyo ukuba kukulungele kanye le mali, kwaye nokuba ukuqhubeka ukukwenza.

iphulo qualitative okanye ngokunxibelelana kakuhle urhwebo-intengiso ibonisa indlela aphumelele ngayo ukuziphatha ngayo umfanekiso umenzi. Ikakhulu apha sithetha ukuphakamisa ulwazi brand, ukunyaniseka kuye, abathengi benolwazi malunga neenguqu amaxabiso kunye nemveliso brand ethile.

ukusebenza kwezoqoqosho ebalwa Ngokusebenzisa uluhlu lwezixhobo promotion ukuthengisa. Oku ngokuqhelekileyo luqhutywa ngokusekelwe iithagethi - intengiso, ukuthenga, ukwabiwa, imveliso, ubungakanani isiseko sabathengi. Olu hlahlelo ithelekisa ixabiso phambi nasemva imisebenzi urhwebo-zokwazisa.

Eyona engundoqo izigaba ukuthengisa yorhwebo olusebenzayo

Ukuba iyitshinizele nesibakala sokuba urhwebo-intengiso enjalo, kufuneka uqonde ukuba ukuhlela indlela inkqubo yesicelo yayo ngempumelelo. Iqela amanyathelo, kwakunye nezixhobo ezintsonkothileyo ezisetyenziswayo ziya kwahluka ngokuxhomekeke kwimeko ethile. Noko ke, wena iyakwazi ukuphawula amanqanaba ezingundoqo zomkhomba lokumaketha yorhwebo:

• Le setting Injongo yangaphakathi, ekuyilweni iziphumo ezilindelekileyo.
• Ukuseka unxibelelwano ayimfuneko kwikhonkco yorhwebo, kunye nocazululo izakhono zabo.
• Ukuqhuba abasebenzi uqeqesho zithengise.
• Ukuphunyezwa iindlela ukwandisa ukunyaniseka nxaxheba kwikhonkco yorhwebo.
• iindlela Physical yemfundiso kwi njengabalamli.
• Ethengiswayo.
• Sebenza kunye nomthengi lokugqibela.
• olwenziwe ukusebenza kwephulo.

Iziphumo ezifunyenweyo kufuneka kuthelekiswa ne kulindeleke. Emva kokwenza izilungiso ezifanelekileyo kufuneka ukuphinda inkqubo yonke kwakhona. Cyclicity liphathelene hayi kuphela ekungakwazini ukuchola phezu lilinge lokuqala scheme urhwebo urhwebo egqibeleleyo, kodwa iimeko non-rhoqo bume lwangaphakathi nolwangaphandle efuna utshintsho ezaneleyo kwi nkampani ngokwayo.

nokuthengisa Trade - sentlanganisela iiyunithi venture ikhonkco yorhwebo ukukhuthaza imveliso ukusuka umlimi kubathengi. Abanolwazi umbutho wakhe uya kuba nako ukuqinisekisa iziphumo ezihle kakhulu kubo bonke abathathi-nxaxheba.