Uphando Market. Iimarike ukufunda yorhwebo

Ukuqalisa, ukukhululwa yeemveliso ezintsha, ukugcina imfuno oluzinzileyo, ukwanda inkampani intengiso kufuneka ulwazi malunga ishishini bume, okhuphisana kunye nabathengi. Injongo yophando imarike - kukuba ukufumana ulwazi ngokupheleleyo malunga izifundo kunye neenjongo emarikeni, izinto zangaphandle kunye neentsingiselo izigqibo kwimveliso kunye nokuthengiswa kwezinto neenkonzo.

Zeziphi iindawo ziquka uhlalutyo lwemarike

Ukuze wenze isigqibo malunga kungenzeka iimveliso okanye iinkonzo zorhwebo kufuna Ufundo market:

1. Ukubekwa hlobo yayo.
2. Ufundo ukwakhiwa kwemarike.
3. analysis meko.
4. Ukwabiwa komsindo target.
5. Positioning.
6. Liqikelele imiqulu yokuthengisa.

Ukuba yokungena kwimarike sele zenzekile, inkampani isebenza ngempumelelo kwaye yenza inzuzo, uphando rhoqo imarike nangoku kuyimfuneko. Kusenokuba ayiphelelanga, kwaye ziquka umdla kuphela ngomzuzu ulwazi oluya kunceda ukugcina nokomeleza sikhundla, ukulungiselela utshintsho kunokwenzeka ibango.

Ukumisela uhlobo emarikeni kunye nesakhiwo sayo

Ekuqaleni isifundo lweenkonzo kwimarike okanye iimveliso, kufuneka amisele uhlobo loshishino:

• zendawo, wesizwe okanye jikelele;
• abadla bodwa, oligopoly, kunye ukhuphiswano free;
• wentengiso kwempahla, iinkonzo, izinto ezisetyenziswayo, abasebenzi, imali, izinto ezintsha, isibambiso;
• Ihowuliseyili okanye neevenkile.
• abathengi market okanye abavelisi; Kwimeko yokuqala, ukuma abathengi ngaphezu abathengisi, kwindawo yesibini - phezu koko;
• abathengi market okanye amashishini (abathengi yeenkampani);
• ivaliwe okanye ezivulekileyo.

Ukongeza yokuqinisekisa uhlobo emarikeni, oko kuyimfuneko ukuze achaze oko. Imarike bungakho okanye okunevumba, uvalelwe kwemiqathango yomthetho okanye yezoqoqosho.

Inyathelo elilandelayo ukuchonga isakhiwo emarikeni, ukwahlulwa yabathengi zibe amacandelo, izifundo kwamaqela ngamnye kufuneka. uphando Market kweli banga ijonge nokulungisa ulwazi, ukuchonga ziqwempu lihle kakhulu ukuba imveliso okanye inkonzo.

analysis Iyindawo

uphando Market of iimpahla (iinkonzo) ngokuyimfuneko ibandakanya iimeko zifundonzulu. Lo msebenzi kukuchonga nokuhlalutya:

• ukusebenza market;
• ekuhlala share ezahlukeneyo iinkampani zorhwebo;
• izalathi kwemfuneko imveliso okanye inkonzo;
• Iimpawu zinika, imveliso;
• entengo.

ukuhlola imeko ayiphelelanga nasekufundweni iimpawu zangaphakathi zemalike. Kuba okuthengisa kubalulekile ukujonga indlela iimeko ziza kutshintsha. Ngoko ke, uphando imarike ibandakanya uhlalutyo yeemeko zangaphandle: kwezopolitiko, ezoqoqosho, yenkcubeko neyentlalo meko, kweli lizwe, iintsingiselo zehlabathi kurhwebo efanayo, ubugcisa obutsha, imeko kwimalike yabasebenzi, i-sikhokelo esemthethweni.

Nokuhlola impembelelo iimeko zangaphandle kunye namandla kuba nzima kakhulu. Ukulungiselela le njongo kufuneka ukuchaza isethi zalathisi ezibalulekileyo ukuze siqwalasele ifuthe lazo emarikeni phantsi isifundo.

Ukuchonga esezirekhodiwe target

Emva kokuba segmentation yemarike nasekuphicotheni imeko yayo kufika ixesha lokuba ukukhetha amaqela ekujoliswe kwabathengi. Kukho imiqathango yokuqingqa nomtsalane icandelo elithile:

• amandla ukhuphiswano;
• lula ukufikelela ukutsala abathengi;
• amathuba sesichengeni;
• ubukhulu ingxenye;
• yokufana yeli qela abathengi;
• izinga lokukhula inani nabameli ingxenye.

ziqwempu Ithagethi ibe ezininzi. inkampani ngalunye elinenjongo ukwandisa yokuthengisa, kodwa kukho umda yamathuba. Ukuze ubone inani ngokupheleleyo amacandelo, nto leyo ukulungiselela kwishishini, kusetyenziswa iindlela ezimbini uphuhliso loshishino:

1. indlela wamandla kubandakanya uphuhliso ngokwezigaba amacandelo.
2. indlela uhlwayela ukwazi ukuba zama ukubamba yonke emarikeni imveliso okanye inkonzo kunye kwaliwa koko amacandelo isenzakalo.

uphando Market ibandakanya uhlalutyo rhoqo ziqwempu eziveziweyo zazo basenokuba ngabaxhamli sele nomdla imveliso kunye "kwiindawo 'ezingaphuhliswanga.

eyona ndawo

Uphando imarike intengiso ukuba yeyiphi inzuzo ukukhuphisana okanye ube ngemveliso okanye inkonzo. Positioning kuthetha imfuneko ukufumana indawo wabo kwimarike, nto leyo esele bathengisa enye okanye efanayo iipropati zayo iimveliso.

Uphando, uhlahlelo kunye urhwebo kakhulu professional akumenzi iimpahla nomtsalane ngakumbi emehlweni nkonzo, ukuba ngaba ukuhlangabezana neemfuno zabo. Kwaye zikhula kunye notshintsho, ngoko ke kufuneka ukuba usabele kwezi nguqu, ukuqinisekisa ukuba imveliso ukhuphiswano emarikeni ayikho ebuya umva.

Positioning angaya kwenye kumacala amabini:

• Ukwanelisa imarike niche baneemfuno lungafikelelwa ukhuphiswano;
• ukuba angene emarikeni elifanayo okanye kufutshane kakhulu ukuya kwenye ngenzuzo ukhuphiswano.

yokuthengisa wezulu

ukufunda market Product abuyonto ngaphandle esicacisa neethagethi uphuhliso lorhwebo, kunye yokuthengisa kwinkampani ethile. Mbono is isisikhokelo isigqibo. Iimfuno kunye neminqweno zabasebenzisi, ukukhululwa imveliso ezintsha emarikeni, izenzo okhuphisana ', imiba yangaphandle - yonke into eshukumayo rhoqo ukutshintsha iimeko zemalike.

Xa ixesha liye awuzange wenziwe ngumlomo kwaye kuthathwe izigqibo ezifanelekileyo, uphando lemarike kuya kuphuthiswa. Kwixesha elide, kwaye kwizicwangciso zoshishino senziwa kwangoko 3 wezulu: nethemba, mhlawumbi, kunye angabathembi. Ukuze siyiqonde, uyakwazi ukufunda nemiphumela yeemeko ezithile kumanani sase-. Umzekelo, ukuba nokomeleza inkqubo intengiso, wobeka kuya kuthatha ixesha kunye nemali yaye oko kuya kukunceda njani ukwandisa yokuthengisa kunye neengeniso.

yokuthengisa wezulu linqanam lokugqibela kophando lwemarike kunye kunceda ekulungelelaniseni enabela, iinkqubo zemveliso, imisebenzi zorhwebo.