Kev hloov pauv hauv ntiaj teb tsim cov xwm txheej rau kev tsim kho tshiab. Lub hom phiaj ntawm kev lag luam tshiab yog kom ntes cov kev hloov pauv hauv lub sijhawm. Nws suav nrog kev lag luam ntawm cov khoom lag luam tshiab thiab cov kev pabcuam, kev tsim kho tshiab hauv kev tswj hwm cov tswv yim, tsim cov txheej txheem tshiab. Dab tsi yuav yog lub luag haujlwm tseem ceeb hauv cheeb tsam ntawm kev lag luam no nyob ntawm theem ntawm kev tsim kho tshiab.
Txawm li cas los xij, nws yog qhov yuam kev ntseeg tias txoj haujlwm ntawm kev lag luam tshiab tsuas yog txhawb nqa cov khoom tshiab rau kev ua lag luam xwb. Raws li kev tshawb fawb ntawm Peter Doyle, tus xibfwb ntawm University of Warwick hauv tebchaws Askiv, tsuas yog 2 ntawm 10 qhov kev tsim kho tshiab uas tau tham los ntawm xov xwm yog li ntawd. Lwm yim yog kev nkag siab tshiab rau kev siv cov khoom tsim, nkag mus rau cov ntu tshiab lossis txoj hauv kev tshiab ntawm kev ua lag luam, thiab kev hloov pauv hauv kev lag luam kev pabcuam. Hauv tsab xov xwm no, peb yuav saib cov yam ntxwv tseem ceeb ntawm thaj chaw lag luam no.
Type of marketing innovations
- Cov khoom qub qub. Qhov kev tsim kho tshiab no suav nrog cov txheej txheem tshiab ntawm kev siv cov khoom paub rau cov neeg siv khoom.
- Kev lag luam tshiab. Nrhiav ib pab neeg tshiab ntawm cov neeg yuav khoom.
- Cov tswv yim lag luam tshiab. Hom kev tsim kho tshiab no suav nrog kev nrhiav txoj hauv kev tshiab los muab cov khoom qub. Hauv lub ntiaj teb niaj hnub no, lawv tau dhau los ua lub hauv paus tseem ceeb rau kev tsim cov tswv yim lag luam tshiab.
Cov ncauj lus thiab cov khoom ntawm cov txheej txheem kev tsim kho tshiab
| Qeb npe | Ntxhais kawm ntawv | Lawv txoj haujlwm thiab haujlwm |
| Ntsiab lus | Innovative tuam txhab | Nyob rau theem pib - kev loj hlob, tom qab theem - ruaj khov thiab nthuav dav |
| Idea Generators |
|
Innovations yog tsim los ntawm lawv lub hauv paus |
| Kev tswj hwm tus txheej txheem |
|
Manage innovation projects |
| Cov chaw muab nyiaj |
|
Nyob ntawm theem ntawm kev lag luam (tus txheej txheem ntawm kev hloov kho tshiab rau hauv kev lag luam zoo) |
|
Innovation infrastructure entities |
|
Pab tsim thiab txhawb cov haujlwm tshiab |
| Cov tuam txhab sab laj | Tshawb nrhiav kev lag luam thiab cov neeg sib tw 'kev muab, daws teeb meem kev cai lij choj, tsim kev txhim kho kev sib tw | |
| Kev tswj hwm lub xeev thiab kev tswj hwm pej xeem |
|
Txhim kho cov txheej txheem tshiab, tiv thaiv kev txaus siab ntawm cov neeg ua haujlwm tshiab |
| Cov khoom siv tshiab |
|
Cov khoom yog tsim ncaj qha rau lawv |
Cov khoom ntawm cov txheej txheem kev lag luam tshiab suav nrog:
- Lub xeev thiab cov ntaub ntawv pej xeem uas tswj kev ua haujlwm tshiab, xws li cov cai, cov lus qhia, cov cai.
- Pov thawj ntawm cov cuab yeej kev txawj ntse: daim ntawv pov thawj ntawm kev sau ntawv, patents, thiab lwm yam.
- Daim ntawv tso cai rau cov khoom tshiab, ntawv pov thawj.
- Innovative projects.
- Sib koom ntawm cov tuam txhab tshiab thiab sib koom.
- Cov khoom ua haujlwm tshiab.
- Daim ntawv cog lus thiab kev hloov pauv ntawm cov ncauj lus ntawm cov txheej txheem tshiab.
Kev lag luam ua haujlwm ntawm ntau theem ntawm kev tsim kho tshiab
Lub hauv paus ntawm kev lag luam tshiab yog ua raws li cov haujlwm. Dab tsi lawv yuav yog nyob ntawm theem ntawm cov txheej txheem tshiab:
- Nrhiav tshiabtswv yim. Cov neeg lag luam ua kev tshawb fawb, tshuaj xyuas qhov xwm txheej hauv kev ua lag luam txhawm rau nrhiav "kev ua lag luam niche". Cov txiaj ntsig ntawm kev tshawb fawb dhau los ua av ntawm kev lag luam kev lag luam tshiab.
- Kev txhim kho. Cov tswv yim zoo tshaj plaws yog xaiv los tsim "cov qauv sim". Cov kev lag luam tam sim no thiab nws cov lus qhia nce qib tau raug kawm. "Prototype" mus rau kev lag luam kom paub qhov yuam kev thiab kuaj.
- Taw qhia. Nws yog ib qho tseem ceeb kom ua cov ntaub ntawv hais txog kev tsim kho tshiab kom dav dav. Tsis tas li, cov neeg lag luam yuav tsum tau teeb tsa txoj cai tswj hwm tus nqi, tsim cov neeg siv khoom nyiam thiab tsim cov phiaj xwm kev lag luam txaus siab.
- siab. Lub voj voog ntawm cov neeg siv khoom tau dhau los ua qhov dav, cov neeg sib tw tau nthuav qhia kev tsim kho tshiab, ua kom nrawm rau txoj kev loj hlob ntawm kev ua lag luam. Nws yog ib qho tsim nyog los ua qhov kev tshaj tawm loj loj kom tau txais qhov kev thov siab tshaj plaws rau cov khoom lag luam, txij li lub tuam txhab tsis muaj kev ywj pheej lawm.
- Lub sijhawm kom loj hlob yog tus cwj pwm los ntawm kev muag khoom ruaj khov, qhov loj ntawm qhov nyob ntawm qhov tseem ceeb ntawm cov neeg yuav khoom. Qhov tshiab twb tso tseg tsis tau tshiab, kev tsim kho tshiab dhau los ua cov khoom qub. Lub luag haujlwm ntawm kev lag luam yog los tsim thiab siv txoj kev npaj los tuav lub koom haum koom nrog kev lag luam.
- Cov txheej txheem kev tsim kho tshiab xaus nrog kev poob qis. Txhawm rau zam cov nuj nqis tsis tsim nyog rau kev nce qib ntawm cov khoom lag luam tsis sib xws, nws yog qhov yuav tsum tau tshem tawm ntawm kev ua lag luam hauv lub sijhawm thiab hloov nws nrog kev hloov pauv zoo tshaj plaws. Twb tau nyob rau theem no, koj yuav tsum nrhiav tswv yim rau cov haujlwm tshiab tom ntej kom cov txheej txheem pib dua.
Type of marketingkev tsim kho tshiab. Strategic Marketing
hom kev lag luam no yog tsom rau kev txheeb xyuas qhov xwm txheej ntawm kev lag luam hauv kev lag luam txhawm rau txhim kho kev lag luam segmentation, thov kev loj hlob thiab kev coj tus cwj pwm ntawm cov neeg siv khoom.
Kev ua hauj lwm ntawm kev sib koom tes ntawm kev ua lag luam, nce thiab ua rau nws tus neeg yuav khoom (uas yog ib qho tseem ceeb tsis yog coj mus rau hauv tus account cov neeg siv khoom, tab sis kuj rau kwv yees yam yuav muaj feem cuam tshuam rau yav tom ntej).
Lub ntsiab tseem ceeb ntawm kev lag luam kev tsim kho tshiab ntawm hom tswv yim yog kev sib raug zoo ntawm cov neeg lag luam thiab cov kws tshaj lij ntawm lub tuam txhab nrog cov neeg siv khoom. Lawv ua kev tshawb fawb hauv xov tooj thiab txhua yam kev nug.
Nws tsis txaus tsuas yog ua kom muaj ntau yam khoom sib txawv, koj kuj yuav tsum tau tsim lub tswv yim rau kev laus ntawm koj tus kheej cov khoom rau cov kev taw qhia tom ntej ntawm kev tsim kho tshiab uas yuav hloov lossis txhim kho lawv.
Kev lag luam lag luam
Kev lag luam kev lag luam yog ib hom (txoj kev) ntawm kev lag luam tshiab uas tsim kho cov ntaub ntawv tshwj xeeb ntawm kev siv cov tswv yim xaiv yav dhau los. Nws yog tsom rau kev nce qib hauv kev muag khoom, kev nthuav dav ntawm kev muag khoom lag luam thiab kev khaws cia ntawm lub tuam txhab cov duab. Tsis tas li ntawd, cov dej num ntawm kev lag luam kev lag luam suav nrog:
- tsim kom muaj cov ncauj lus kom ntxaws txog kev tshaj tawm rau kev siv los ntawm cov neeg ua haujlwm lag luam;
- xam cov nuj nqis yav tom ntej, suav nrog tus nqi ntawm kev lag luam lag luam hauv tag nrho cov peev nyiaj ntawm lub tuam txhab;
- kev cai ntawm kev lag luamLub tuam txhab kev ua haujlwm: saib xyuas kev nce qib ntawm cov phiaj xwm txhua xyoo, saib xyuas cov txiaj ntsig tau zoo thiab kev tswj hwm lub tswv yim.
Innovative marketing management
Tag nrho cov txheej txheem ntawm kev tswj hwm kev lag luam tshiab tuaj yeem muab faib ua plaub ntu. Ua ntej tshaj plaws, kev kwv yees thiab kev tsom xam ntawm qhov ua tau ntawm kev lag luam kev tsim kho tshiab tau ua tiav. Cov txheej txheem no suav nrog kev qhia meej cov hom phiaj ntawm kev tsom xam, ua kev tshawb fawb hauv kev lag luam, kawm txog cov ntaub ntawv thiab cov tshiab ntawm kev tshawb fawb thiab thev naus laus zis. Cov hauv qab no yog cov kauj ruam:
- thawj qhov thaiv tuaj yeem hu ua kev tshuaj xyuas. Cov lus pom zoo tsim nyob rau hauv nws dictate qhov kev txiav txim siab nyob rau hauv tag nrho lwm yam blocks.
- Nyob hauv qhov thaiv thib ob, lub hom phiaj kev lag luam raug xaiv. Nws yog ib qho tseem ceeb uas yuav tsum tau coj mus rau hauv tus account kev lag luam segmentation, txheeb xyuas qhov zoo nkauj ntawm ntu thiab txiav txim siab qhov chaw ntawm koj cov khoom ntawm cov neeg sib tw hauv kev xaav ntawm tus neeg yuav khoom.
- Txoj kev loj hlob ntawm kev lag luam sib xyaw (qhov xwm txheej thib peb) suav nrog kev tshuaj xyuas cov theem ntawm cov txheej txheem kev tsim kho tshiab, kev tsim cov khoom lag luam tshiab, kev xaiv ntawm kev lag luam tawm tswv yim thiab nqi txoj cai, thiab tsim kev sib txuas lus links.
- Qhov thib plaub - theem kawg ntawm lub koom haum ntawm kev lag luam tshiab - yog qhov ua tau zoo ntawm kev ua lag luam. Nyob rau theem no, cov phiaj xwm kev lag luam tau tsim, tsim cov peev nyiaj lag luam txhua xyoo, thiab kev siv cov phiaj xwm raug ntsuas.
Innovative Kev Lag Luam Nyiaj Txiag
Nyob rau hauv nyiaj txiaginnovation yog kev lag luam embodiment ntawm cov khoom lag luam hauv tuam txhab nyiaj tshiab lossis kev hloov pauv tseem ceeb hauv ib qho uas twb muaj lawm. Kev lag luam kev lag luam tseem tuaj yeem hu ua kev qhia txog kev lag luam tshiab, thev naus laus zis, kev tswj hwm kev lag luam. Kev tsim cov credit tshiab thiab kev pabcuam hauv tuam txhab nyiaj, kev sib tw hauv kev nqis peev thiab qiv nyiaj qhia tau hais tias kev txhim kho ntawm cov khoom muag-nyiaj kev sib raug zoo hauv zej zog. Kev lag luam kev lag luam kev lag luam nyiaj txiag muaj kev lag luam muaj tswv yim thiab kev ua haujlwm. Qhov kev taw qhia no yeej ib txwm muab kev saib xyuas tshwj xeeb. Lub tuam txhab lag luam ntawm kev tsim kho tshiab txuas ntxiv mus rau tag nrho cov txheej txheem ntawm kev tsim kom muaj txiaj ntsig ntawm kev lag luam nyiaj txiag tshiab rau cov neeg siv khoom. Nws tag nrho pib nrog kev tshawb nrhiav cov tswv yim thiab xaus nrog lawv cov kev siv hauv qee pawg ntawm kev lag luam nyiaj txiag. Kev lag luam kev lag luam ntawm kev txhim kho nyiaj txiag yog ua los ntawm kev kawm txog cov txheej txheem tshiab ntawm kev sib raug zoo thiab kev lag luam, tsim cov kev xav tshiab uas tsis yog qauv, uas tau qhia rau txhua qhov chaw ntawm nyiaj txiag thiab cov ntaub ntawv chaw. Cov haujlwm tseem ceeb ntawm kev lag luam kev lag luam tshiab yog kom nyiam cov tswv yim tshiab, tsim thiab nthuav kev sib txuas lus, teeb tsa kev sib raug zoo ntawm cov neeg koom nrog hauv cov txheej txheem tshiab.
Kev tshwj xeeb ntawm cov khoom lag luam tshiab thiab kev lag luam tshiab
Pom tseeb, cov khoom lag luam tshiab yog ib hom kev tsim kho tshiab, tab sis nws tsim nyog ua tib zoo saib rau nws lwm yam ntxwv, xws li:
- Cov khoom no yog qhov tshwj xeeb, tab sis nws kuj tsim kev pheej hmoo ntawm kev muag khoom qis, uas nyuaj rau kev kwv yees ua ntej cov khoom mus rau kev lag luam.
- Cov khoom lag luam tshiab muaj nws tus sau, nws yog cov khoom lag luam lossis kev txawj ntse. Yog li ntawd, kev muag khoom yuav ncaj qha nyob ntawm kev paub thiab txuj ci ntawm tus tsim.
- Cov khoom zoo li no yuav tsis tuaj yeem nkag siab thiab lees txais los ntawm cov neeg siv khoom tam sim ntawd, thaum xub thawj nws yuav tsis lees txais nws. Tab sis nws muaj peev xwm hais tias tom qab qhov kev thov rau cov khoom yuav loj tuaj, vim kev nrhav tshiab tuaj yeem tsim cov neeg siv khoom tshiab.
Cov yam ntxwv ntawm kev lag luam tshiab muaj xws li hauv qab no:
- Nws muaj kev cuam tshuam kev puas siab puas ntsws ntawm cov neeg xav paub thiab cov khoom lag luam tshiab.
- Cov ncauj lus ntawm kev lag luam tshiab (piv txwv li, cov tuam txhab) yuav tsum ua cov haujlwm uas txawv txawv rau lawv vim qhov tsis zoo ntawm kev lag luam kev lag luam.
- Feem ntau cov neeg yuav khoom yog cov kws tshaj lij, yog li kev ua siab zoo thiab kev muaj peev xwm ua haujlwm nrog lawv yog qhov tseem ceeb tshwj xeeb.
- Nws tsis yog ib qho zoo rau kev lag luam tshiab kom muaj qhov chaw ruaj khov thiab kev faib tawm.
- Kev lag luam tshiab yog thoob ntiaj teb.
- Kev ua lag luam yog ua los ntawm cov ntaub ntawv, kev tswj hwm thiab nyiaj txiag infrastructure.
- Kev lag luam tshiab yog tus yam ntxwv ntawm ntau yam khoom thiab kev sib tw siab.
Txoj kev ua lag luam kev lag luam segmentation
Kev lag luam tshiab, zoo li lwm yam, muab faib ua ntu. Lub hauv paus ntsiab lus tseem ceeb ntawm segmenting lub lag luam tshiab muaj xws li:
- functional;
- khoom lag luam;
- geographic;
- kev qhuab ntuas;
- problematic.
Lub hauv paus ntsiab lus ua haujlwm qhia txog kev faib cov neeg siv khoom raws li lawv txoj haujlwm. Lub hauv paus ntsiab lus no yog dav dua li cov khoom lag luam-kev lag luam ib qho, txij li lub tuam txhab txaus siab rau ntau txoj haujlwm tshiab tsom rau ib txoj haujlwm. Piv txwv li, es tsis txhob tsim ib txoj haujlwm tshwj xeeb rau cov khoom siv ntxiv ntawm lub tsheb, koj tuaj yeem nqa ob peb txoj haujlwm tshiab ntsig txog kev thauj mus los ntawm cov neeg caij tsheb.
Txoj cai khoom lag luam yog tsim rau ntau lub tuam txhab, nrog rau cov lag luam uas tsim cov khoom tshiab rau ntau yam kev siv. Ob lub spheres tuaj yeem piav qhia: kev tsim khoom thiab tsis tsim khoom, txhua tus ntawm lawv muaj nws tus kheej kev lag luam thiab cov ntu ntu.
Thaj chaw, kev ua lag luam tau muab faib ua cov cheeb tsam, txhua qhov muaj qhov sib txawv rau cov khoom lag luam tshiab. Ua ntej tshaj plaws, xws li kev faib khoom yog qhov tsim nyog hauv kev tsim cov khoom lag luam tshawb fawb thiab thev naus laus zis, thaj av ntawd yuav cuam tshuam cov kev xav tau ntawm cov neeg yuav khoom hauv cheeb tsam no, tshwj xeeb tshaj yog thaum nws los txog rau cov khoom kawg. Tsis tas li ntawd, thaum faib thaj chaw, nws yog ib qho tseem ceeb uas yuav tsum tau xyuam xim rau ob qho tib si hauv kev lag luam thiab thoob ntiaj teb.
Lub hauv paus ntsiab lus qhuab qhia yog raws li qhov tseeb tias cov neeg siv khoom lag luam tshiab tau txaus siab rau tib txoj kev qhuab qhia, piv txwv li, biology, lej, physics. Cov neeg tau txais kev pabcuam hauv qhov kev faib tawm no tuaj yeem ua haujlwm sib txawv thiab nyob hauv ntau thaj tsam.
Lub hauv paus ntsiab lus teeb meem tshwm sim vim qhov tseeb tias cov teeb meem kev tshawb fawb thoob ntiaj teb (piv txwv li, kev txawj ntse txawj ntse) tshwm sim ntawm kev sib tshuam ntawm kev qhuab qhia kev tshawb fawb. Lawv muajcross-industry thiab cross-functional cim.
kev nkag siab ntawm cov khoom tshiab
- Kev paub txog qhov tseem ceeb. Tus neeg yuav khoom tau hnov txog qhov kev tsim kho tshiab, tab sis nws qhov kev paub ntawm nws yog superficial.
- khoom lees paub. Cov neeg siv khoom paub txog cov khoom, nws txaus siab rau nws. Koj tuaj yeem tshawb nrhiav cov ntaub ntawv ntxiv txog cov khoom tshiab.
- Kev qhia txog kev tsim kho tshiab. Tus neeg yuav khoom phim cov khoom raws li nws xav tau.
- Kev ntsuas lub sijhawm los sim cov khoom. Cov neeg siv khoom txiav txim siab sim qhov tshiab.
- Kev ntsuas kev tsim kho tshiab los ntawm cov neeg yuav khoom, tau txais cov ntaub ntawv ntxiv txog nws.
- Cov neeg siv khoom yuav lossis nqis peev los tsim kev tsim kho tshiab.
