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Isigaba kwezimpahla namasevisi: incazelo, ngezigaba kanye nezinhlobo

Ngokuyinhloko ngaphambi kokubheka ukuthi isigaba kwezimpahla kunqunywa isidingo ukuqonda imigomo eyisisekelo. Ikhwalithi imikhiqizo nakanjani zonke okungukuthi inani elithile emakethe namuhla futhi lingathengiswa. Ngakho, isigaba umkhiqizo zingase zishintshe kakhulu, kanye nemikhiqizo phakathi inqwaba yethu, futhi ngayinye kuwo idinga i marketing indlela ngokuphelele eliyingqayizivele futhi ukusetshenziswa ezifanele ukukhangisa izixazululo.

Iyini inkinga?

Nge kwesikhathi iba nzima nakakhulu ukuba sifinyelele ezimakethe zanamuhla abanye impumelelo, ngenxa amashumi ezinkulungwane imikhiqizo ehlukene ukuthi beze ukumaketha unyaka ngamunye, iningi ekugcineni ziphele ngokuphelele, futhi abaqali zabo kukhona ukulahleka okukhulu. Kulokhu, bangase babe ngisho izinga kahle eliphezulu, ezenziwe ngokuhambisana ukuthuthukiswa ebizayo nangemva yemakethe ukuthethwa kwecala.

Futhi, ukwehluleka kungaba isigaba ezithile izimpahla, okuyinto yimpumelelo kwezinye izimakethe. Ikakhulukazi, ngokuvamile utholakala emamakethe wokuhlanganisa, lapho yokuthengisa imikhiqizo yimpumelelo ngaphambili ngempela iwe. Ngaphezu kwalokho, akufanele sikhohlwe ukuthi isigaba esisodwa kwezimpahla zingase zihluke ngokuphelele ithengiswe yizinkampani ezihlukene.

Kungani lokhu kwakwenzeka?

Phakathi nesibalo esikhulu izimbangela we ovelele kulokhu kuphela eyodwa - abakhangisi yesimanje futhi abakhangisi angeke njalo ezifeza ukuhlaziya egcwele umkhiqizo ayo kahle, futhi awukwazi bazizwa zonke izici zaso ezicashile. isipiliyoni esiwusizo kusikisela ukuthi ukusetshenziswa okudala ubuqili ngomkhiqizo ngamunye ekugcineni unikeza implementor izinzuzo omkhulu, futhi ngendlela efanayo endabeni ukungayinaki imininingwane eside, icala iphenduke ukwehluleka egcwele.

Ukungakwazi afeze ukuhlaziywa okudala ngenxa yokuthi ezincwadini zanamuhla kunzima ngempela ukunquma ngezigaba eqondile imikhiqizo futhi ubone ukuthi iyiphi intengo imikhakha izimpahla ube kokushesha. Kungenxa yalesi sizathu ukuthi amabhizinisi amaningi ozama ukubhekana ukuthi, yini umehluko omkhulu phakathi izigaba ezahlukene izimpahla sokuthi bangazifundisa kanjani ukuqonda futhi asebenzise emsebenzini wabo.

iyona division kanjani?

Quality izigaba kwezimpahla - kuyindlela eyinhloko ukusatshalaliswa okunemibandela amaqembu ukudla. Okhokho bethu ngaphandle kobunzima ubhale imikhakha eyinhloko amasevisi kanye nemikhiqizo ngesikhathi sabo, kodwa empeleni yethu cishe umsebenzi kungenakwenzeka, ngoba abantu yesimanje ozungezayo inqwaba imikhiqizo ehlukene kanye nezigaba, futhi nabo beba more and njalo ngonyaka. Kuyaphawuleka yokuthi basuke iya ngokuya Unyaka ngamunye odlulayo. Futhi futhi kumelwe ziqondwe kahle.

Indawo ekhethekile kufanele zabelwe ukuthi isigaba kwezimpahla kunqunywa (umkhiqizo), abathi isihloko ezintsha, ngoba ekuqaleni umkhiqizo elinjalo ayinqunywa iliphi iqembu elithile. Kulokhu, siphawula kuphela Amathrendi main futhi izici izigaba, okungase izinkinga umsebenzi nabathengisi lanamuhla futhi abakhangisi.

commoditization

Igama lezimpahla, okuyinto beza kithi kusukela ngolimi lwesiNgisi, kusho umkhiqizo ezithile ezivamile zingathengwa cishe noma kuphi. Kahle kahle, lokhu kuhlanganisa nemikhakha kwezimpahla e esitolo, efana imifino nezithelo, kanye nezinye izinto eziningi ezisetshenziswa njalo usuku nosuku.

Uhlu lezo zigaba kukhona njalo ezingasho luyanda "commoditization" efanayo. Lesi simo esiyingqayizivele sibangelwa kungenxa yokuthi ngokusebenzisa ukukhiqizwa zero-isici kulo, kanye nezinye impumelelo yesimanje, iningi eyinhloko imikhakha izinga izimpahla esehlelembe off kuze kube sezingeni lokuba ukuthi abathengi cishe akunandaba ukuthi ubani kungcono ukuthenga umkhiqizo othile.

Ngokwesibonelo

Njengoba isibonelo, ungasebenzisa wodwana imikhiqizo - amakhompyutha. Uma ngaphambi abaningi ngokushesha ukuhlukanisa kwikhompyutha kusuka brand inketho ezithile owaziwa "engaziwa", ukuze waqale wanika cishe 20-40% uma kuqhathaniswa ne inketho lokugcina, kodwa namuhla abantu abaningi bakhetha nje ukuthenga i-computer ne izici ezifanele ezilungele izidingo umthengi . Kungokufanayo uya ifeksi, amafoni ngisho ezihlukahlukene kwezinye izigaba.

Okufanele ukwenze esimweni esinjalo?

Esimweni lapho isigaba ezithile izimpahla kwaba kommoditizirovana, udinga ukuchaza noma ngisho iyibeke ezicashile ethengisa amaphuzu, futhi uzame ukuba akukhetha kakhulu ngenxa kwezidingo kanye nokukhokhwa imigomo, inkonzo, intengo, ukufakwa lula, amawaranti kanye nezinye izinto ezihlobene. Kulokhu, uthola inzuzo angafani amakhasimende amaningi, njengoba inikeza kwezimo ezifanele yokufuna nentshisekelo umkhiqizo wabo.

Ingabe nokuzihlupha sifuna lemali ekukhangisweni imikhiqizo enjalo?

Izimpahla womhlobo ezithile ungakhangisa usebenzisa banality ngokuphelele, kodwa namanje ngokuphelele wonke umuntu uthi, "Nginikeze ngenanele izinkwa ezintathu," kungakhathaliseki yimuphi umkhiqizo othize embuzweni.

Ngesikhathi esifanayo, uma wenza kumkhiqizo wakho esezingeni ezinye izenzakalo ezinhle, ekhona empeleni, okungukuthi, ukwenza kube ivelele esigabeni sayo, kulesi simo sizokwazi ngempela ukuba uzindle ukusetshenziswa ukukhangisa, owawuyochaza kubasebenzisi abavamile eyisisekelo izinzuzo bangakwazi usukele ukulungiswa esetshenziswa. Kuyaphawuleka ukuthi iningi labantu izimo, uma imikhiqizo lakho kungokomuntu isigaba, ngaphansi "commoditization" ukuhlela kabusha enjalo savela ngokwanele batshengise eboniswa ku iphakethe.

ukukhula iziphakamiso

Ngo izigaba eziningi namuhla iphawulwe nokukhula ngokushesha izinkampani ukuncintisana. Kule ndaba, ngaphezu commoditization, ke nzima kakhulu izinqumo wokuthenga, futhi abathengisi futhi abakhangisi ayabaluleka nzima nakakhulu ukuba bahlanganyele wokukhuthaza umkhiqizo wayo.

dynamism

Izigaba kwezimpahla namasevisi kuhluke Dynamics. Ezinye esase sikhona kakade amashumi eminyaka, noma ngisho namakhulu eminyaka, ukuze akekho ngisho esabalindele e yiziphi izinguquko ezinkulu. Ngesikhathi esifanayo, ezigabeni zobuchwepheshe zanamuhla we ndawo izinguquko kakhulu, ngokushesha kakhulu.

Esimweni sokuqala abakhangisi lincane ngokwanele, ungakwazi ukukhuluma kakhulu futhi njengoba ulwazi oluyisisekelo eyaziwa kahle, okwesibili ngokuvamile ukuqinisekisa yokuthengisa ngempumelelo kuyomele achaze impela eningi ubufakazi ukuba abathengi abangabhalisile ababeyizazi kule ndawo.

umsungulo

Inhlangano lwezigaba umkhiqizo futhi ihlinzeka umsungulo ezithile kanye rigidity. Kulokhu, inkulumo ethi 'soft' kusho ngokwalo ukuthi umthengi kungaba senqabe bathenge izimpahla kuleli qembu uma kwenzeka ukuthi imakethe yayo ayikhona brand encomekayo. Ngakho, uma engekho Coca-Cola, kungathatha eziningi Pepsi noma yimuphi omunye isiphuzo, futhi ukungabi khona abanye Mercedes banquma ukungayisebenzisi nhlobo ukulinda izinyanga eziningana, emotweni, kodwa umane ukuthola enye imoto.

ukubaluleka

Kuyadingeka ukuba kahle ukuqonda isizathu esenza abantu yesimanje ukhokhe esiningi ngokukhetha ukudla okuthile, kanti abanye bathenga cishe engacabangile. Lapha iphuzu lapha liwukuthi imikhiqizo zibaluleke ezahlukene ngabantu, futhi iningi elikhulu izimo kunqunywa inani isigaba ezithile izimpahla.

Ukukhetha imikhiqizo ebalulekile ngempela, abantu abaningi bazimisele ukucubungula semali ukuthengisa ulwazi, futhi kufanele kucatshangelwe ekwakhiweni umkhankaso yokukhangisa.

izimpahla

Ngokuhambisana nocwaningo eziningi zanamuhla emakethe namuhla kukhona angaphezu kwesigidi imikhiqizo ehlukene, futhi ezinkulu yesimanje kungabonwa ngesikhathi esifanayo imikhiqizo 40,000, ngamunye ephethe siqu izici, kunezinzuzo zako kanye nebubi.

Umgomo oyinhloko ukumaketha - kukuhle ukwazi nokuqonda ikhasimende ngakho idinga izimpahla noma amasevisi ingafundwa eduze ngangokunokwenzeka futhi ngenxa yalokho waqala bazithengise. Ngakho kubalulekile ukuba ukuqonde ngokwabo ukuthengisa bengayi wonke umkhiqizo, futhi lokhu kwenzeka kuphela uma kwenzeka lokho, nje ngokubheka umkhiqizo, omunye baqonda konke mayelana nomkhiqizo, noma okungenani kakhulu.

Uma imikhiqizo liyabonakala konke kahle elula, ngokuncane sobala isimo iyinkimbinkimbi kakhulu kunalokho. Ngakho-ke kubalulekile ukuba baqonde kahle, ukuthi kukhona degree ezahlukene ze-non-obviousness komkhiqizo, futhi njengesibonelo, kukhompyutha eyodwa, okuyinto ilula ngokwanele ukuthi angafunda ngokubukeka, kodwa ngeke kube nzima ukuthola ukuthi ngenxa izici zayo.

Ukubukeka inqwaba imikhiqizo ungasho ngisho lutho mayelana injongo eyinhloko zimpahla, noma ukukhuluma ngakho ngalokwanele kuphela. Ngakho, ezimweni eziningi kumadivayisi kunenzuzo yesimanje electronic ukumela amabhokisi ejwayelekile nje.

amasevisi

Ngokwesilinganiso, cishe 70% we-GDP emazweni asethuthukile namuhla lokho kubonelelwa ngu wemisebenzi, kanye nomkhakha has a tilinganiso kakhulu, eliphezulu kakhulu. Nge ezihlukahlukene omkhulu amasevisi kunzima ngempela ukunquma ngokuthe ngqo ukuthi izici ezivamile, futhi zingahlukaniswa zibe labo asidingi kokuzibandakanya ikhasimende enqubeni kokusebenza, kanye nalezo asikwazi ukwenziwa ngaphandle iqhaza ikhasimende. Phakathi yokugcina ungabahlukanisa yezokwelapha, Consulting, ukukhangisa kanye nezinsizakalo zemfundo ukuqaliswa lapho umhlinzeki kumele bakwazi kahle nabantu.

Amasevisi zihluke izimpahla futhi ngenxa yokuthi uma kuphakama isidingo bona kungaba okwanele nje ukushintsha, ukuze abakhangisi isikhala enobuciko.

Izimpahla kanye namasevisi

Ngo inqubo commoditization izigaba ezahlukene impi ukumaketha ngokuba amabhonasi athe xaxa ngenxa kancane kancane iqala bayeke maqondana namasevisi. Ngakho, izitolo yesimanje ongancintisana hhayi kuphela izindleko imikhiqizo ahlinzekwa, kodwa futhi izinkonzo ezihlukahlukene, ukuhlinzeka isivinini ukuthenga enkulu, ukutholakala kanye intengo ukulethwa kwezimpahla uthenge, yokupaka nokuningi.

ikhasimende abanolwazi kungaba overpay ngisho kancane izimpahla uma kwenzeka ukuthi ngesikhathi esifanayo izonikeza eliphezulu namasevisi ahlobene ngemali ephansi kuqhathaniswa izimbangi. Ngakho kubalulekile ukuba ukuqonde ukuthi abakhiqizi yesimanje kanye abanikezeli izinhlobo ezahlukene imishini ngokuvamile uthole ngokunembile isevisi ezihlongozwayo.

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