Txhua tus uas koom nrog kev sib cuam tshuam nyiaj txiag yeej ua haujlwm hauv ib lossis lwm lub khw muag khoom. Cov lus qhuab qhia ntawm kev ua lag luam yog qhov tseem ceeb hauv kev lag luam.
Kev lag luam kev lag luam yog tag nrho cov neeg yuav khoom ntawm txhua yam khoom (ob qho tib si muaj thiab ua tau). Qhov loj ntawm lub khw yog txiav txim los ntawm tus naj npawb ntawm cov neeg yuav khoom xav tau cov khoom. Lawv muaj peev xwm los qhia, thiab xav muab cov peev txheej rau cov khoom uas lawv xav tau.
Tshawb nrhiav, tshuaj xyuas thiab kev kwv yees kev lag luam hauv kev lag luam yog cov ntsiab lus tseem ceeb rau txhua lub tuam txhab hauv kev ua haujlwm.
Kev lag luam tswvyim
Kev ua lag luam yog tus yam ntxwv los ntawm qee qhov ntsuas tau siv hauv kev txheeb xyuas kev lag luam, kev tshuaj xyuas kev lag luam ntawm kev ua lag luam thiab theem ntawm kev siv cov dej num:
- neeg xav tau tsav tsheb thov;
- peev;
- thaj chaw.
Kev lag luam hom
Raws li cov kev xav tau uas tsim los ntawm kev thov rau qee yam khoom, hom kev lag luam tseem ceeb tuaj yeem raug hu ua:
- tsim khoom lag luamtsim cov tuam txhab uas yuav cov khoom / kev pab cuam rau lawv yav tom ntej siv nyob rau hauv ib tug industrial txheej txheem;
- kev lag luam neeg siv khoom muaj cov neeg yuav khoom / kev pabcuam rau tus kheej siv;
- Lub khw hauv nroog yog sawv cev los ntawm cov tuam txhab yuav khoom / kev pabcuam los ua lawv tus kheej ua haujlwm;
- lub khw muag khoom muag yog cov pej xeem thiab cov koom haum xav tau cov khoom / kev pabcuam rau kev muag khoom tom ntej txhawm rau tsim cov nyiaj tau los;
- kev lag luam thoob ntiaj teb muaj txhua tus neeg yuav khoom ntawm cov khoom lag luam nyob txawv teb chaws.
Muaj hom kev lag luam hauv qab no:
- cheeb tsam - nyob tag nrho thaj chaw ntawm ib lub xeev;
- hauv zos - npog ib lossis ntau thaj chaw;
- ntiaj teb muaj txhua lub xeev hauv ntiaj teb.
Qhov tseem ceeb ntawm cov khoom lag luam ntawm kev muag khoom yog kev sib xyaw ntawm cov khoom siv thiab kev thov rau qee yam khoom. Hauv qhov no, peb tuaj yeem paub qhov txawv ntawm "tus neeg siv khoom lag luam" thiab "tus neeg muag khoom lag luam".
Ntawm tus neeg muag khoom lag luam, tus thawj coj yog, feem, tus tub luam. Hauv qhov no, nws tsis tas yuav siv nyiaj txiag los ntawm kev lag luam. Txawm li cas los xij, nws cov khoom yuav raug yuav. Los ntawm kev teeb tsa kev tshawb fawb txog kev lag luam, tus tub lag luam tsuas yog siv nyiaj xwb.
Nyob rau hauv lub khw muag khoom, cov neeg siv khoom teeb tsa lub suab nrov. Lub xeev no txhawb kom cov tub lag luam siv zog ntxiv los txhawb lawv cov khoom.
Qhov tseem ceeb ntawm Kev Tshawb Fawb Kev Tshaj Tawmmarket
Kev kawm xav tau yog lub sijhawm tseem ceeb hauv kev ua haujlwm ntawm tus thawj tswj kev lag luam. Cov kev tshawb fawb ntxaws tso cai rau koj kom pom cov khoom lag luam niches sai, xaiv lub hom phiaj tsim nyog thiab nkag siab zoo dua cov kev xav tau ntawm cov neeg yuav khoom.
Ua ntej koj pib tshawb fawb, koj yuav tsum qhia meej cov hom phiaj ntawm kev tshawb fawb kev lag luam. Tshawb xyuas cov kev ntsuas hauv qab no:
- tuam txhab cov khoom lag luam: kawm txog kev txhim kho kev lag luam thiab kev sib koom ntawm lub tuam txhab cov khoom lag luam hauv kev lag luam;
- qauv kev lag luam: kawm txog kev ua lag luam thiab kev ua lag luam muaj peev xwm, ntsuas qhov sib txawv;
- tus neeg siv: kev kawm ntawm kev thov, kev xav tau tseem ceeb hauv kev ua lag luam, kev tshawb fawb kev lag luam ntawm tus cwj pwm thiab kev cia siab ntawm cov neeg tuaj saib lub hom phiaj;
- kev txhawb nqa sector: kev kawm ntawm kev cog lus ntawm kev lag luam los xaiv qhov kev ua haujlwm;
- pub dawb niches: kev kawm lag luam ntawm qhov chaw ntawm kev lag luam txhawm rau txheeb xyuas kev lag luam dawb niches thiab qhov chaw muag khoom tshiab;
- tus neeg tawm tsam thiab cov neeg sib tw: kawm txog kev ua haujlwm ntawm cov neeg sib tw txhawm rau txheeb xyuas qhov kev sib tw zoo ntawm cov khoom thiab pom qhov tsis muaj zog hauv tuam txhab;
- nqi: Kev tshawb fawb kev lag luam rau hauv cov neeg sib tw tus nqi txoj haujlwm, nrog rau kev txheeb xyuas tus nqi tam sim no hauv kev lag luam.
Cia peb xav txog cov theem tseem ceeb ntawm kev txheeb xyuas kev lag luam thiab kev tsom xam kev lag luam ntawm kev ua lag luam.
Stage 1. Txiav txim siab lub hom phiaj ntawm kev tshawb fawb kev lag luam
Ua ntej koj pib txheeb xyuas kev lag luam thiab ntsuas cov ntsuas, koj yuav tsum tau piav qhia lub hom phiaj ntawm txoj kev kawm. Cov ntsiab lus tshwj xeeb los xav txog:
- tuam txhab khoom;
- qauv kev lag luam;
- tus neeg siv khoom;
- target sector;
- free niches;
- sib tw;
- prices.
Theem 2. Kev tshawb fawb khoom lossis kev pabcuam
Nrog kev pab ntawm cov txheej txheem uas cuam tshuam nrog kev tshawb fawb kev lag luam ntawm cov khoom, kev lag luam xav tau rau cov khoom tshiab / cov kev pabcuam raug txiav txim siab. Nws kuj tseem qhia txog cov khoom (multifunctional thiab technical) uas yuav tsum tau hloov pauv hauv cov khoom uas twb muaj lawm hauv khw. Nyob rau hauv tus txheej txheem ntawm kev soj ntsuam kev lag luam ntawm cov khoom lag luam, cov yam ntxwv ntawm cov khoom uas zoo tshaj plaws haum rau cov kev xav tau thiab kev xav tau ntawm cov neeg yuav khoom tau txiav txim siab. Xws li kev txheeb xyuas kev ua haujlwm, ntawm ib sab, qhia txog kev tswj hwm ntawm lub tuam txhab uas tus neeg siv xav paub kom paub tseeb tias cov yam ntxwv ntawm cov khoom yog qhov tseem ceeb rau nws. Ntawm qhov tod tes, hauv cov txheej txheem ntawm kev tshawb fawb kev lag luam, ib tus tuaj yeem paub yuav ua li cas qhia cov khoom tshiab rau cov neeg siv khoom. Kev tshawb nrhiav kev lag luam ntawm kev lag luam ntawm cov khoom lag luam thiab cov kev pabcuam muab cov ntaub ntawv hais txog lub sijhawm tshiab rau cov neeg siv khoom muab cov khoom tshiab lossis kev hloov pauv ntawm cov khoom uas twb muaj lawm.
Txoj kev kawm yog hais txog kev sib piv cov yam ntxwv ntawm cov khoom muab los ntawm lub tuam txhab nrog rau qhov tsis sib xws ntawm cov khoom sib tw. Rau lub koom haum kev lag luam-taw qhia, lub hom phiaj ntawm kev tshawb fawb yog los txiav txim siab nws cov txiaj ntsig kev sib tw.
Nyob rau hauv cov txheej txheem ntawm kev tshawb fawb cov khoom lag luam, ib qho yuav tsum ua raws li txoj cai tas li: cov khoom yuav tsum yog qhov chaw uas cov neeg siv khoom xav tau tshaj plaws - thiab vim li no, feem ntau nws yuav yuav. Cov txheej txheem no yog hu ua kev tso cov khoom hauv khw.
Stage 3. Kev txiav txim siab ntawm kev ua lag luam muaj peev xwm
Tshawb nrhiav, tshuaj xyuas thiab kev kwv yees ntawm kev lag luam hauv kev lag luam pib nrog kev ntsuas ntawm nws lub peev xwm.
Muaj peev xwm ua lag luam yog tag nrho cov xaj xaj uas lub tuam txhab thiab nws cov neeg sib tw tuaj yeem xav tau los ntawm cov neeg siv khoom hauv ib cheeb tsam hauv lub sijhawm teem sijhawm (feem ntau ib xyoos). Txoj Kev Kawm Txuj Ci Kev Ua Lag Luam yog suav rau cov khoom tshwj xeeb rau thaj chaw muag khoom tshwj xeeb. Ua ntej, qhov ntsuas tau suav nrog cov ntsiab lus ntawm lub cev (cov khoom muag muag rau ib lub sijhawm: peb lub hlis twg, hli, xyoo). Kev soj ntsuam kev lag luam ntawm qhov muaj peev xwm ua lag luam hauv cov nqe lus muaj nqis kuj tseem ceeb rau lub tuam txhab. Qhov no yog qhov tseem ceeb tshwj xeeb tshaj yog thaum kawm txog kev ua lag luam muaj peev xwm. Hauv qhov no, kev tswj hwm ntawm lub tuam txhab yuav tsum paub txog:
- Puas muaj kev xav tau ntau ntxiv rau lub tuam txhab cov khoom? Los yog kev thov poob qis - thiab koj yuav tsum xav txog kev rov ua haujlwm dua.
- Yuav ua li cas hauv lub khw hauv zos no.
Nyob rau hauv tus txheej txheem ntawm kev ua lag luam kev tshawb fawb txog kev ua lag luam muaj peev xwm, nws yog ib qho tseem ceeb los txheeb xyuas qhov ua rau muaj kev cuam tshuam uas tuaj yeem thawb ob qho tib si hauv kev muaj peev xwm thiab nws qhov nce.
Stage 4. Kev lag luam segmentation
Kev lag luam yog ib pawg ntawm cov neeg yuav khoom tshwj xeeb los ntawm cov txheej txheem nruj me ntsis uas txiav txim siab lawv tus cwj pwm hauv khw. Raws li qhov tshwm sim, lub ntsiab lus thiab lub hom phiaj ntawm kev ua lag luam segmentation yog nrhiav cov pab pawg (lossis ntau pawg) ntawm cov neeg yuav khoom uas muaj feem ntau yuav yuav qee yam khoom.
Kev lag luamKev lag luam segmentation tso cai:
- nrhiav qhov tshwj xeeb ntawm cov neeg yuav khoom ntawm cov khoom;
- qhia txog yam khoom ntawm cov neeg siv khoom hauv ntau yam kev lag luam;
- nrhiav qhov twg ntawm qhov tsis sib xws ntawm pawg neeg yuav khoom ruaj khov thiab, vim li ntawd, tsim nyog ntau dua los kwv yees cov kev xav tau thiab kev xav tau ntawm cov neeg yuav khoom;
- qhia meej (hloov pauv) qhov yuav muaj peev xwm ua lag luam, pab txhawb kev muag khoom;
- nrhiav seb yuav hloov pauv kev tshaj tawm rau cov chaw muag khoom li cas, yuav tsum hloov pauv dab tsi rau lub tuam txhab kev tshaj tawm tswv yim nrog kev pab los ntawm cov neeg siv khoom sib txawv;
- nkag siab txog kev hloov pauv cov yam ntxwv ntawm cov khoom lag luam (kwv yees, nqi, shipping, zoo li, ntim, thiab lwm yam).
Kev ua haujlwm segmentation yog kev ua haujlwm thiab cov txheej txheem ntawm cov yam ntxwv uas sib sau ua ke txhua tus neeg yuav khoom rau hauv ib pawg. Lawv tuaj yeem raug xaiv los ntawm cov nyiaj tau los thiab kev ua haujlwm hauv zej zog, los ntawm cov pej xeem thiab thaj chaw tus yam ntxwv, los ntawm haiv neeg, thiab txawm tias los ntawm ib txoj hauv kev keeb kwm.
Rau ib lub tuam txhab hauv kev muag khoom, nws yog ib qho tseem ceeb ntawm cov kev txwv ntawm pawg neeg yuav khoom yog thawj qhov chaw tam sim no lossis yuav nyob ze rau yav tom ntej.
Stage 5. Tshawb nrhiav thiab kawm ntawm cov neeg yuav khoom
Nyob rau theem no, nws hloov tawm tias leej twg yog tus neeg siv khoom zoo, tus qauv ntawm cov neeg yuav khoom xav tau yog dab tsi.
Kev ua haujlwm ntawm qhov kev taw qhia no yuav pab, ua ntej ntawm tag nrho, txhawm rau nrhiav qhov chaw muaj kev phom sij ntau dua. Qhov no siv rau ob qho tib si cov khoom thiab qhov txawv ntawm nws qhov kev siv,lub tswv yim nyiaj txiag ntawm lub tuam txhab tag nrho. Hauv cov kauj ruam no, qhov profile ntawm tus neeg yuav khoom yav tom ntej tab tom tsim.
Nyob rau hauv cov txheej txheem ntawm kev tshuaj ntsuam xyuas no, tsis yog tsuas yog kev xav thiab kev coj noj coj ua, tus cwj pwm thiab kev nyiam raug coj mus rau hauv tus account. Tsis tas li ntawd, qhov yuav tsum tau ua ua ntej rau tus cwj pwm ntawm qee pawg neeg yuav khoom tau piav qhia. Qhov no ua rau nws muaj peev xwm kwv yees tus qauv yav tom ntej ntawm lawv txoj kev nyiam. Tam sim no, ib lub arsenal ntawm cov cuab yeej siv rau kev lag luam kev tshawb fawb ntawm cov neeg siv khoom tus cwj pwm, lawv cov kev xav thiab kev nco qab txog qee yam khoom thiab lawv kev tshaj tawm, mus rau lub xeev tam sim no ntawm kev ua lag luam.
Cov txheej txheem ntawm kev kawm suav nrog: daim ntawv nug, kev tshawb fawb, kev sim. Lawv txhua tus muab lub sijhawm los nrhiav cov kev xav ntawm cov neeg yuav khoom txog kev hloov pauv rau cov khoom lossis kev pabcuam. Nrog rau cov cuab yeej no, koj tuaj yeem taug qab cov lus teb ntawm cov neeg yuav khoom raws sijhawm rau kev siv zog tso tawm thiab txhawb nqa cov khoom lag luam.
Kauj Ruam 6: Tshawb Nrhiav Kev Muag Khoom
Kev tshawb nrhiav kev lag luam ntawm kev muag khoom muaj kev tshawb nrhiav kom muaj txiaj ntsig zoo ntawm kev siv cov txheej txheem thiab cov qauv ntawm kev muag khoom / kev pabcuam, lawv qhov zoo thiab qhov tsis zoo. Nws tham txog txoj kev xav tau rau cov khoom lag luam sib tw hauv kev lag luam. Kev lag luam tsom xam kev ua haujlwm suav nrog kev xav txog cov haujlwm thiab cov yam ntxwv ntawm kev ua haujlwm ntawm cov tuam txhab sib txawv koom nrog kev lag luam wholesale thiab muag khoom. Txheeb xyuas lawv qhov muaj zog thiab qhov tsis muaj zog, tshawb nrhiav qhov tsim ntawm kev sib raug zoo nrog cov neeg tsim khoom.
Vim li ntawd, yuav tsum tau teev tseg:
- leej twg tuaj yeem ua tus neeg nruab nrab (lub tuam txhab lag luam ywj pheej lossis tus kheej lub tuam txhabtuam txhab muag);
- yuav ua li cas thiaj li muag tau lub tuam txhab cov khoom lag luam hauv kev lag luam tshwj xeeb.
Nrog tag nrho cov no, koj yuav tsum xam txhua yam ntawm cov nqi muag khoom. Peb yuav tsum xav txog txoj hauv kev los siv los ntawm cov neeg nruab nrab thiab los ntawm peb tus kheej lub network.
Tsis tas li ntawd, koj yuav tsum qhia meej qhov feem pua ntawm cov nqi muag khoom hauv tus nqi kawg ntawm cov khoom, thiab lwm yam.
Kauj Ruam 7. Kawm txog kev tshaj tawm kev tshaj tawm thiab kev tshaj tawm
Lub ntsiab lus ntawm kev tshawb fawb kev lag luam yog lub luag haujlwm rau kev kawm txog kev tsim khoom ntawm ntau hom thiab kev tshaj tawm thiab kev txhawb nqa cov khoom lag luam. Nws kuj suav nrog kev tsim lub tuam txhab thiab tsav kev muag khoom.
Yuav kom paub txog kev lag luam thiab pib muag lawv cov khoom, lub tuam txhab xav tau kev tshaj tawm. Nws yuav tsum tau tshawb nrhiav thiab qhia cov neeg siv khoom, tsim cov qauv ntawm lub tuam txhab, sau cov xaj.
Kev tshawb fawb tshaj tawm kev lag luam muaj cov txheej txheem los tshuaj xyuas qhov chaw lag luam ob qho tib si hauv kev lag luam Lavxias thiab hauv ntiaj teb:
- xaiv ntau hom thiab txhais tau tias ntawm kev tshaj tawm;
- sim ntsuas cov cuab yeej lag luam;
- nrhiav pom qhov tseem ceeb ntawm kev siv cov cuab yeej lag luam sib txawv;
- Kev kwv yees lub sijhawm ntawm cov txiaj ntsig ntawm kev tshaj tawm rau cov neeg siv khoom.
Qhov tseem ceeb ntawm kev tshaj tawm thiab kev ua tau zoo ntawm kev tshaj tawm kev lag luam yog ntsuas tawm tsam qhov kawg nyiaj txiag. Qhov no yog thawj zaug pom nyob rau hauv qhov nce ntawm kev muag khoom. Txawm li cas los xij, qee hom kev tshaj tawm yog tsom rau lub sijhawm ntev. Lawv tsis tuaj yeem suav tau.
Theem 8. Kev txhim kho ntawm tus nqi tactics
Nqis yog ib qho laj thawj tseem ceeb rau kev sib tw ua lag luam. Nyob rau hauv tus txheej txheem ntawm kev ua hauj lwm raws li txoj cai ntawm tus nqi raug, nws yuav tsum to taub tsis tau tsuas yog lub tswv yim, tab sis kuj lub system ntawm luv nqi rau cov neeg muas zaub. Tsis tas li ntawd, koj yuav tsum nrhiav ntau tus nqi txhawm rau nce cov txiaj ntsig thiab txhim kho kev siv.
Stage 9. Tshawb nrhiav qib sib tw
Kev tshawb fawb sib tw yog ib qho tseem ceeb ntawm kev lag luam niaj hnub no. Nws cov ntsuas tau muab lub sijhawm tsis yog los tsim cov tswv yim nyiaj txiag kom raug thiab kev lag luam txoj cai ntawm lub tuam txhab. Nws dhau los ua qhov tseeb tias qhov kev siv tsis raug hauv cov khoom, kev muag khoom network, kev tshaj tawm thiab lwm yam ntawm lub tuam txhab ua haujlwm.
Hauv cov txheej txheem ntawm kev tshawb fawb, thawj zaug koj yuav tsum txheeb xyuas lub tuam txhab cov neeg sib tw tseem ceeb hauv kev ua lag luam (ncaj qha thiab tsis ncaj), nrog rau txheeb xyuas lawv qhov zoo thiab qhov tsis zoo. Qhov no yog qhov tseem ceeb tshwj xeeb tshaj yog thaum lub tuam txhab nkag mus rau hauv kev lag luam nrog cov khoom tshiab, txhim kho thaj chaw tsis paub txog kev ua haujlwm nyiaj txiag, thiab sim nkag mus rau hauv kev lag luam tshiab. Txhawm rau nrhiav qhov zoo sib piv ntawm cov neeg sib tw thiab ntsuas koj tus kheej cov peev txheej, nws tsis txaus los kawm cov khoom ntawm cov neeg sib tw. Peb yuav tsum tau txais cov ntaub ntawv ntawm lwm qhov zoo ntawm lawv txoj haujlwm: cov hom phiaj hauv kev lag luam tshwj xeeb, kev tsim khoom thiab kev tswj hwm, tus nqi thiab txoj haujlwm nyiaj txiag.
Yuav tsum paub:
- tus nqi lag luam thiab yam ntawm cov tswv yim sib tw;
- nqi piv ntawm lawv cov khoom thiab cov neeg sib tw;
- raudab tsi muag channel cov neeg sib tw tso siab rau thaum muag;
- kev lag luam twg lawv xav nkag rau yav tom ntej;
- hom txiaj ntsig twg cov neeg sib tw muab rau cov neeg siv khoom;
- leej twg yog lawv siv cov neeg nruab nrab muag khoom, thiab lwm yam.
Tam sim no, nrog rau kev sib tw ncaj qha, qhov tshwj xeeb ntawm cov tuam txhab tau nce zuj zus. Cov neeg siv khoom xav tau, kev ntshaw thiab kev xav tau ntawm tib neeg tau dhau los ua tus kheej. Yog li ntawd, koj yuav tsum kawm yuav ua li cas nrhiav tau ib txoj hauv kev ntawm kev sib tw ua haujlwm nrog cov neeg sib tw ua tau. Qhov no yog los tiv thaiv koj tus kheej ntawm kev phom sij ntawm kev ua tsov rog nqi.
Stage 10. Muag khoom kwv yees
Lub hauv paus ntawm kev npaj hauv lub tuam txhab yog kev tshuaj xyuas kev lag luam thiab kev npaj ua lag luam, uas yog hais txog qhov loj ntawm kev muag khoom ntawm qee yam khoom / kev pabcuam. Lub luag haujlwm tseem ceeb ntawm kev tshawb fawb kev lag luam kev lag luam yog nrhiav kom paub tias yam twg tuaj yeem muag tau thiab ntau npaum li cas.
Nrog kev pab los ntawm kev kwv yees, nyiaj txiag thiab kev tsim khoom tau npaj. Kev txiav txim siab tau txiav txim siab txog qhov twg thiab yuav nqis peev ntau npaum li cas. Kev lag luam ua haujlwm hauv cov lus qhia no tso cai rau koj nkag siab yuav hloov pauv li cas txhawm rau txhawm rau nce tag nrho cov txiaj ntsig ntawm lub tuam txhab, thiab lwm yam.
Tab sis qhov kev kwv yees muag yog, ua ntej ntawm tag nrho, ib txoj kev npaj. Nws tsis tuaj yeem suav rau txhua yam.
Txoj kev tsom xam kev lag luam thiab kev txheeb xyuas kev lag luam ntawm kev ua lag luam
Muaj ntau txoj hauv kev tshawb fawb kev lag luam. Lawv txhua tus tau siv rau qee qhov xwm txheej los daws cov teeb meem kev lag luam tshwj xeeb. Txoj hauv kev los sau cov ntaub ntawv hauv cov txheej txheem tshaj tawmCov ntaub ntawv tshawb fawb tuaj yeem muab faib ua ob pawg: zoo thiab ntau.
Kev tshawb fawb kev lag luam ntau feem ntau cuam tshuam nrog lub koom haum ntawm ntau hom kev tshawb fawb. Lawv ua raws li kev siv cov lus nug kaw. Cov lus teb tau muab los ntawm ntau tus neeg teb. Cov yam ntxwv tshwj xeeb ntawm txoj kev tshawb fawb no yog: kev kawm ntawm cov ntaub ntawv tau txais yog ua raws li cov txheej txheem xaj (quantitative xwm prevails), hom ntawv ntawm cov ntaub ntawv khaws tseg thiab cov peev txheej ntawm nws daim ntawv txais nyiaj raug txiav txim nruj.
Kev tshawb fawb kev lag luam zoo suav nrog kev sau, tshawb nrhiav thiab txhais cov ntaub ntawv los ntawm kev soj ntsuam cov neeg coj li cas thiab lawv hais dab tsi. Kev tshuaj xyuas thiab nws cov ntsuas ntsuas yog qhov zoo.
Kev lag luam ntawm kev txheeb xyuas kev lag luam yog raws li hauv qab no:
- Tsom pab pawg. Lub hom phiaj ntawm cov neeg yuav khoom koom nrog. Ntawm qhov kev tshwm sim no, muaj ib tus neeg saib xyuas uas, raws li qee cov npe ntawm cov lus nug, ua kev sib tham. Qhov no yog ib txoj hauv kev zoo ntawm kev tshawb fawb kev lag luam, uas muaj txiaj ntsig zoo rau kev nkag siab txog cov xwm txheej ntawm tus cwj pwm. Cov pab pawg tsom mus pab tsim cov kev xav, los kawm txog cov kev xav zais ntawm cov neeg siv khoom.
- Review. Qhov no yog kev soj ntsuam ntawm lub hom phiaj kev lag luam uas siv cov lus nug nyuaj. Qhov no yog ib txoj hauv kev ntau ntawm kev lag luam. Nws yog siv thaum tsim nyog kom tau txais cov lus pov thawj ntawm qee qhov teeb meem.
- Kev soj ntsuam. Taug qab tus cwj pwm ntawm tus neeg sawv cev ntawm cov neeg tuaj saib lub hom phiaj hauv ib puag ncig zoo ib yam. Hais txog qhov zoo ntawm kev tshawb fawb kev lag luam.
- Kev sim lossis kev tshawb fawb. Siv taumus rau quantitative marketing. Muab lub peev xwm los ntsuas txhua qhov kev xav.
- sib tham tob. Kev sib tham nrog ib tus neeg sawv cev ntawm cov neeg tuaj saib lub hom phiaj ntawm cov npe tshwj xeeb ntawm cov lus nug qhib. Lawv muab lub sijhawm los nkag siab lub ntsiab lus kom ntxaws thiab tsim cov kev xav. Lawv xa mus rau txoj kev lag luam zoo.
Marketing strategies
Kev tshuaj xyuas kev lag luam thiab kev lag luam yog ib feem ntawm lub tuam txhab lub tswv yim tag nrho. Nrog nws cov kev pab, cov lus qhia tseem ceeb ntawm lub tuam txhab kev ua haujlwm hauv kev ua lag luam tau tsim muaj kev sib raug zoo nrog cov neeg sib tw thiab cov neeg siv khoom.
Kev tshuaj xyuas kev lag luam thiab cov tswv yim lag luam tau cuam tshuam los ntawm:
- lub hom phiaj tseem ceeb ntawm lub tuam txhab;
- txoj haujlwm tam sim no;
- muaj peev txheej;
- ntsuas kev cia siab ntawm kev lag luam thiab kev cia siab ua ntawm cov neeg sib tw.
Vim tias kev ua lag luam hloov pauv tas li, cov tswv yim tshaj tawm yog tus cwj pwm los ntawm kev txav mus los thiab ua kom muaj zog. Txhawm rau txhim kho kev siv ntawm ib lub tuam txhab tshwj xeeb lossis txhawb nqa cov khoom lag luam, koj yuav tsum txhim kho koj tus kheej cov kab lag luam.
Kev tshuaj xyuas kev lag luam thiab cov tswv yim kev lag luam tau muab faib ua tej yam tshwj xeeb:
- Kev sib koom ua ke kev loj hlob. Lub luag haujlwm tseem ceeb yog txhawm rau txhim kho cov qauv ntawm lub tuam txhab los ntawm "kev txhim kho ntsug" - kev tsim cov khoom tshiab.
- Kev loj hlob zuj zus. Nws cuam tshuam txog kev hloov pauv hauv kev muag khoom rau cov khoom lossis kev txhim kho. Feem ntau cov tswv yim zoo li no yog tsom rau kev sib ntaus sib tua kom tau txais kev lag luam loj dua (kab rov tavkev loj hlob), nrhiav kev lag luam rau cov khoom uas twb muaj lawm thiab txhim kho cov khoom.
- Cov ntawv luv. Lub hom phiaj yog txhawm rau txhim kho kev tsim khoom ntawm lub tuam txhab tom qab kev txhim kho ntev. Hauv qhov no, qhov no tuaj yeem ua tiav ob qho tib si thaum lub sijhawm hloov pauv ntawm lub tuam txhab (piv txwv li, thaum txo qee lub tuam haujlwm), thiab thaum tshem tawm.
- Kev loj hlob ntau yam. Nws yog siv yog tias lub tuam txhab tsis muaj lub sijhawm los loj hlob hauv kev lag luam tam sim no nrog rau qee yam khoom. Ib lub tuam txhab tuaj yeem tsom mus rau kev tshaj tawm cov khoom tshiab, tab sis ntawm tus nqi ntawm cov peev txheej uas twb muaj lawm.
Piv txwv ntawm kev siv cov txheej txheem kev lag luam tsom rau lub tuam txhab
Kev tshuaj xyuas kev lag luam thiab kev tshuaj xyuas kev lag luam ntawm kev lag luam pib nrog kev kawm ntawm lub tuam txhab kev muag khoom siv cov piv txwv hauv qab no.
Tshaj tawm qhov kev hloov pauv ntawm kev muag khoom ntawm OOO "…" hauv 2018.
| Indicator | cheeb tsam Moscow (kev lag luam hauv tsev) | Ural (kev lag luam hauv tsev) | Siberia (kev lag luam hauv tsev) | Kazakhstan (sab nrauv lag luam) | Ukraine (sab nrauv lag luam) | Lwm lub teb chaws (sab nrauv lag luam) | tag nrho |
| khoom A | |||||||
| Muag ntim, units | 3062062 | 561378 | 510344 | 408275 | 306206 | 255172 | 5103436 |
| unit nqi, txhiab rubles | 1,4 | 1,39 | 1,37 | 1, 36 | 1,34 | 1, 33 | 1,4 |
| Tus nqi ntawm chav tsev, txhiab rubles. | 1,008 | 1,008 | 1,008 | 1,008 | 1,008 | 1,008 | 1,008 |
| Profit, RUB txhiab | 1200328 | 212201 | 185837 | 143067 | 103141 | 82519 | 1927093 |
| Profitability, % | 28 | 27, 3 | 26, 5 | 25, 8 | 25 | 24, 3 | 27 |
| khoom hauv | |||||||
| Muag ntim, units | 3562955 | 657776 | 438517 | 328888 | 274073 | 219259 | 5481469 |
| unit nqi, txhiab rubles | 1,3 | 1, 26 | 1, 22 | 1, 19 | 1, 15 | 1, 12 | 1,3 |
| Tus nqi ntawm chav tsev, txhiab rubles. | 0, 871 | 0, 871 | 0, 871 | 0, 871 | 0, 871 | 0, 871 | 0, 871 |
| Profit, RUB txhiab | 1528508 | 256533 | 154433 | 103756 | 76708 | 53796 | 2173733 |
| Profitability, % | 33 | 30, 9 | 28, 8 | 26, 6 | 24, 3 | 22 | |
| khoom C | |||||||
| Muag ntim, units | 3742520 | 737163 | 510344 | 340229 | 226819 | 113410 | 5670485 |
| unit nqi, txhiab rubles | 1, 33 | 1,3 | 1,28 | 1, 25 | 1, 23 | 1,2 | 1, 33 |
| Tus nqi ntawm chav, txhiab.rub. | 0, 9842 | 0, 9842 | 0, 9842 | 0, 9842 | 0, 9842 | 0, 9842 | 0, 9842 |
| Profit, RUB txhiab | 1294163 | 235302 | 149598 | 91040 | 55015 | 24725 | 1849844 |
| Profitability, % | 26 | 24, 5 | 22, 9 | 21, 4 | 19, 8 | 18, 1 | 24, 5 |
| khoom D | |||||||
| Muag ntim, units | 1720047 | 370472 | 185236 | 158774 | 132311 | 79387 | 2646226 |
| unit nqi, txhiab rubles | 1,4 | 1,39 | 1,37 | 1, 36 | 1,34 | 1, 33 | 1,4 |
| Tus nqi ntawm chav tsev, txhiab rubles. | 1,218 | 1,218 | 1,218 | 1,218 | 1,218 | 1,218 | 1,218 |
| Profit, RUB txhiab | 313049 | 62239 | 28552 | 22295 | 16782 | 9001 | 451918 |
| Profitability, % | 13 | 12, 1 | 11, 2 | 10, 3 | 9, 4 | 8,5 | 12, 2 |
Kev tshuaj xyuas kev lag luam hauv lub rooj tau nthuav tawm hauv daim ntawv dav dav.
Kev soj ntsuam ntawm kev lag luam sab nraud thiab kev lag luam-kev ntsuas ntawm cov txiaj ntsig rau LLC "…".
| yam khoom | Tus nqi ntawm kev muag khoom lag luam, units. (kev ua lag luam hauv tsev) | Tus nqi ntawm kev muag khoom lag luam, units. (sab nraudmarket) | qauv ntawm kev lag luam hauv tsev, % | qauv ntawm kev lag luam txawv teb chaws, % | Kev lag luam hauv tsev rov qab los, % | Kev lag luam sab nraud rov qab, % |
| khoom A | 4133783 | 969653 | 81 | 19 | 27, 3 | 25 |
| khoom B | 4659248 | 822220 | 85 | 15 | 30, 9 | 24, 3 |
| C khoom | 4990027 | 680458 | 88 | 12 | 24, 5 | 19, 8 |
| khoom D | 2275755 | 370472 | 86 | 14 | 12, 1 | 9, 4 |
| tag nrho | 16058813 | 2842803 | 85 | 15 | 23, 7 | 19, 6 |
Kev tshuaj xyuas ntawm cov ntaub ntawv hauv lub rooj qhia tau hais tias qhov sib koom ntawm kev lag luam hauv tsev ntawm "…" LLC hauv 2018 yog qhov siab tshaj plaws thiab yog tshaj 80%, thiab feem ntau ntawm kev lag luam sab nraud yog tsawg.
Nws tseem yuav tsum tau sau tseg tias qhov txiaj ntsig ntawm kev lag luam hauv tsev rau txhua hom khoom yog qhov siab tshaj plaws thiab txawv ntawm 12.1 txog 27.3% rau ntau hom khoom, thiab qhov nruab nrab 23.7%, uas yog siab dua cov txiaj ntsig ntawm cov khoom lag luam. sab nrauv lag luam uas yog 19.6%.
Cia peb xav txog cov qauv ntawm lub tuam txhab kev lag luam hauv tsev xyoo 2018.
Nyob rau xyoo 2018, qhov sib faib ntawm cheeb tsam Moscow hauv cov qauv ntawm kev lag luam hauv tsev yog qhov siab tshaj plaws thiab muaj nqis txog 75%, thiab qhov sib faib ntawm Siberia yog tsawg thiab muaj nqis txog 10%
Nyob rau xyoo 2018, qhov sib faib ntawm Kazakhstan hauv cov qauv ntawm kev lag luam hauv tsev yog qhov siab tshaj plaws thiab muaj nqis txog 42%, thiab feem ntawm lwm lub tebchawsyog tsawg heev thiab tus nqi rau 26%.
Piv txwv ntawm kev tshuaj xyuas kas fes
Cov lus hauv qab no qhia txog tus nqi ntawm kev loj hlob ntawm kas fes khw hauv Russia raws li kev tshawb fawb kev lag luam.
Kev tshuaj xyuas kas fes (kev lag luam piv txwv) xyoo 2012-2017.
| Yees | khw muag khoom lag luam, billion rubles | Qhia tawm kas fes hauv kev hloov pauv, % | Muag kas fes, billion rubles | Tus nqi lag luam, % |
| 2012 | 19104 | 0, 53 | 101, 3 | - |
| 2013 | 21395 | 0, 61 | 130, 5 | 28, 89 |
| 2014 | 23686 | 0, 61 | 144, 5 | 10, 71 |
| 2015 | 26356 | 0, 65 | 171, 3 | 18,57 |
| 2016 | 27526 | 0, 77 | 212 | 23,72 |
| 2017 | 28317 | 0, 82 | 232, 2 | 9,55 |
Cov ntaub ntawv muab los ntawm Rosstat lub vev xaib.
In 2012-2017 kas fes tau nce nws cov qauv sib koom hauv cov khw muag khoom muagKev lag luam los ntawm 0.29 p.p. Yam yuav tsum tau ua ua ntej: kev sib kis ntawm zam rau kas fes hauv kev lag luam hauv khw noj mov, tom qab ntawd kev noj haus hauv tsev nce ntxiv, nrog rau kev lag luam ntawm kas fes thiab kas fes ua lag luam loj hlob. Hauv qeb ntawm cov dej qab zib kub, kas fes yog kev ntseeg siab hloov kev thov rau nws tus kheej.
Raws li cov ntaub ntawv ntawm lub xeev cov kev pabcuam txheeb cais, cov nyiaj tau los ntawm cov khoom lag luam kas fes tau suav hauv cov lus hauv qab no.
Npaj ntim kas fes ntu ntu xyoo 2017-2018.
| Segment | Khw muag khoom, billion rubles, 2017 | Tus nqi nruab nrab, RUB / kg, Lub Rau Hli 2018 | Muag ntim, t, 2017 |
| Instant | 191, 2 | 2249, 3 | 84998, 9 |
| Natural av taum | 41, 4 | 976, 4 | 42391, 7 |
| tag nrho | 232, 6 | - | 127390, 5 |
Peculiarities ntawm kev ua lag luam tsom xam hauv kev lag luam
Qhov kev thov nce rau cov kws tshaj lij kev lag luam tau pom nyob rau ob peb xyoos dhau los.
Muaj kev txaus siab nyob rau hauv qhov chaw ua haujlwm no. Qhov loj tshaj plaws ntawm kev thov yog nyob rau hauv kev tswj kev lag luam.
Kev tshuaj xyuas ntawm kev ua lag luam hauv kev ua lag luam tau nthuav tawm cov ncauj lus tseem ceeb.
- Kev thov rau cov kws tshaj lij kev lag luam tau nce siab. Qhov kev thov rau cov neeg tsim qauv thiab cov thawj coj ua lag luam muaj qhov zoo sib xwstrend.
- Kev tshaj lij hauv kev lag luam yuav tsum muaj kev cob qhia qib siab tshaj plaws, kev pom dav dav, muaj peev xwm sib txuas lus, pib, thiab muaj peev xwm los daws cov teeb meem nyuaj.
- Cov nyiaj hli ntawm tus kws tshaj lij kev lag luam hauv lub peev ntawm Russia lub sijhawm tam sim no (qhov nruab nrab) yog kwv yees li 2,000 - 3,000 las. Hauv cheeb tsam, daim duab no qis dua.
- Cov tub txawg tub ntxhais hluas tab tom xaiv txoj haujlwm ntawm tus tshaj tawm.
- Nyob rau theem siab tshaj, kev lag luam kev lag luam tuaj yeem ncav cuag CEO.
Qhov kev thov nce ntxiv rau cov neeg tshaj tawm tau piav qhia los ntawm qhov tseeb tias tsis muaj cov kws tshaj lij txaus hauv thaj chaw uas tau tsom mus rau qhov tshwm sim. Cov tib neeg nyeem cov phau ntawv tshaj tawm, tab sis lawv tsis xyaum cov cuab yeej lossis tsom mus rau kev ua haujlwm tshwj xeeb xws li xaj cov cwj mem thiab xa tawm xov xwm tshaj tawm. Yog li ntawd, thaum lub tshav pob loj hlob sai, qhov kev thov rau cov kws tshaj lij uas muaj peev xwm xav txog kev xav yuav loj tuaj. Yog li ntawd, kev tsom xam ntawm kev ua lag luam kev lag luam hauv kev lag luam rau 218 qhia tau hais tias muaj qhov zoo.
Network lag luam thiab nws qhov kev tshuaj ntsuam
Network marketing yog ib txoj hauv kev txhawb cov khoom lag luam los ntawm cov chaw tsim khoom rau cov neeg siv khoom los ntawm cov lus pom zoo. Txoj kev ntawm cov khoom faib khoom no yog tus cwj pwm los ntawm qhov tsis muaj intermediaries - wholesalers uas overestimate tus nqi ntawm cov khoom kawg thaum muag khoom. Hauv kev lag luam network, tsis muaj kev tshaj tawm ntawm txoj kev thiab hauv xovxwm, uas yog ib qho ntawm cov khoom lag luam ntau. Qhov no ho txo tus nqi ntawmkev tshaj tawm cov khoom lag luam ntawm lab-muaj zog tuam txhab.
Piv txwv li, 4 tus neeg sib tw tseem ceeb koom nrog kev muag ncaj qha los ntawm cov neeg sawv cev raug xaiv: Herbalife, Faberlic, Oriflame, Amway.
Cov ntaub ntawv kev sib tw hauv tuam txhab thiab kev lag luam kev lag luam kev lag luam tau nthuav tawm hauv cov lus hauv qab no.
|
tuam txhab /Indicator |
"Oriflame" | "Faberlik" | "Amway" | "Avon" | "Herbalife" |
| Lub teb chaws | Sweden | Russia | USA | USA | USA |
| xyoo tsim | 1967 | 1997 | 1959 | 1886 | 1980 |
| Kev hloov pauv | 2.4 billion € | Ntau tshaj € 12 billion | 11.3 billion € | Ntau tshaj 10 billion € | Ntau tshaj 10 billion € |
| Ntau tus neeg ua haujlwm | 7 500 | - | 20,000 | 42,000 | 5,000 |
| Tus naj npawb ntawm cov neeg xa khoom | 3.5 lab | 600,000 | 1.5 lab | 6 lab | 3 lab |
| Qtykhoom, khoom | About 1000 | Ntau tshaj 1000 | About 450 | Ntau tshaj 1500 | Ntau tshaj 1000 |
| Ua haujlwm hauv lub tebchaws | 62 | 24 | 61 | 104 | - |
| Cov khoom siv pib nqi | 58 rub | 0 RUB | 1 180 rubles + xaj | 60 rub | 2 240 rubles (ua ke nrog kev txiav txim) |
| Distributor luv nqi | Ntawm 18% rau 68% | 30% | 30% | Ntawm 15% mus rau 30% | Ntawm 18% mus rau 40% |
| Hand cream - nqi | 30 rub | 30 rub | 454 rub | 30 rub | 259 rub |
| Nqi 1 point | 13, 5 rubles | 24 rub | 28 rub | - | - |
Tom qab ua kev tshawb fawb txog kev sib tw ntawm cov tuam txhab muag tshuaj pleev ib ce los ntawm kev lag luam network, cov lus xaus hauv qab no tuaj yeem kos:
- Cov khoom lag luam ntawm cov tuam txhab zoo sib xws. Yog hais tias ib tug ntawm lawv launches ib tug tshwj xeeb kab ntawm cov khoom, lwm tus neeg simsau koj tus kheej assortment nrog cov khoom zoo sib xws.
- Txhua lub tuam txhab siv zog los qhia nws tus kheej txoj kev tshaj tawm rau cov neeg xa khoom hauv lub teeb pom kev zoo kom cov neeg muag khoom txaus siab rau lawv qhov txiaj ntsig thiab xaiv los ntawm lub tuam txhab.
- Lub hom phiaj ntawm txhua lub tuam txhab tuaj yeem muab faib ua 2 txheej: cov neeg siv khoom lag luam thiab nws cov neeg xa khoom.
- Qib siab tshaj ntawm kev sib tw ua rau txhua lub tuam txhab sawv tawm hauv txoj hauv kev tshiab, ob qho tib si los ntawm cov khoom lag luam thiab kev ntseeg hauv cov txiaj ntsig thiab khoom plig rau cov neeg xa khoom.
- Muaj qhov kev ntsuam xyuas tsis zoo ntawm kev lag luam hauv kev lag luam hauv zej zog, yog li txhua lub tuam txhab raug yuam kom tawm tsam stereotypes nrog txhua tus tsim khoom tshiab.
Txhua qhov kev tshawb pom no ua rau qee qhov kev xav tau ntawm kev tsim cov lag luam sib txawv thiab PR phiaj xwm hauv cheeb tsam kev lag luam no.
Zoo kawg
Kev tshuaj xyuas kev lag luam thiab kev txheeb xyuas kev lag luam ntawm kev lag luam, kev tshawb fawb, kev tshawb fawb thiab kev ua cov ntaub ntawv hais txog lub xeev cov xwm txheej hauv kev ua lag luam hauv ib cheeb tsam yog hu ua kev tshawb fawb kev lag luam. Cov kev tshawb fawb no yog ua los ntawm lub tuam txhab cov kws tshaj lij, cov kev pabcuam tshaj tawm ntawm cov tuav loj. Ob txoj hmoo ntawm ib lub khw me me hauv khw thiab kev lom zem complex thiab cov khoom tsim tau ntawm ntau txhiab daus las kev nqis peev nyob ntawm qhov raug, ua tiav thiab tsis ncaj ncees ntawm cov haujlwm no. Tsis muaj lub tuam txhab loj hauv ntiaj teb ua kev txiav txim siab yam tsis tau kawm txog kev ua lag luam, kev lag luam khoom tshiab, lossis kev txhim kho thev naus laus zis.
