Kev lag luam sib xyaw yog cov cuab yeej tshwj xeeb uas tso cai rau tus neeg lag luam kom ua tiav lub hom phiaj tseem ceeb: kom ua tiav cov kev xav tau ntawm cov neeg siv khoom thiab nce kev muag khoom. Cov cuab yeej no tsim kev thov thiab tswj cov neeg siv khoom tus cwj pwm.
Lub tswvyim thiab lub hom phiaj ntawm kev lag luam
Lub tswv yim ntawm kev lag luam tshwm sim nyob rau hauv ib nrab ntawm lub xyoo pua 19th, thaum, nyob rau hauv teb rau overproduction, nws tsim nyog los nrhiav cov cuab yeej tshiab los txhawb kev muag khoom. Lub tswv yim tshiab tau txhais tias yog ib qho kev ua ub ua no txhawm rau nce cov txiaj ntsig ntawm lub tuam txhab. Niaj hnub no muaj tsawg kawg yog ib txhiab lub ntsiab lus sib txawv. Feem ntau, kev lag luam tau nkag siab tias yog txheej txheem tsom rau kev kawm kev lag luam thiab tsim lub voj voog ntawm cov neeg siv khoom.
Lub hom phiaj tseem ceeb ntawm kev lag luam yog ua kom tau raws li cov neeg siv khoom xav tau. Ua li no, kev ua lag luam yog kawm, cov khoom tsim, nws tus nqi yog txiav txim siab thiab kev txhawb nqa yog npaj. Kev lag luam nrhiav kev tsim kom muaj kev sib txuas lus zoo ntawm tus tsim khoom thiab tus neeg yuav khoom ntawm cov khoom lag luam txhawm rau ua kom tau txais txiaj ntsig zoo tshaj plaws. Tsis tas li ntawd, nws ntsib cov hom phiaj ntawm kev tshawb fawb tob txog kev ua lag luam.thiab kawm txog cov kev xav tau ntawm cov neeg siv khoom thiab cov yam ntxwv ntawm nws tus cwj pwm. Nws yog tsim los ua kom cov neeg siv khoom txaus siab rau cov khoom lag luam txhawm rau coj nws rov mus yuav khoom. Txhim kho lub neej zoo ntawm cov neeg siv khoom, nthuav dav cov khoom lag luam kom tau raws li qhov xav tau ntawm cov pej xeem - qhov no kuj yog qhov kev lag luam. Raws li cov hom phiaj no, kev lag luam kev lag luam tau txiav txim siab: kev muag khoom, kev tshuaj ntsuam xyuas, cov khoom lag luam thiab kev tsim khoom, kev sib txuas lus, kev tswj hwm thiab kev tswj hwm.
The Marketing Mix Theory
Xyoo 1953, lo lus "kev lag luam sib xyaw" yog thawj zaug siv hauv Asmeskas kev lag luam, los ntawm Neil Borden nkag siab txog cov cuab yeej tshwj xeeb kom ua tiav cov txiaj ntsig kev lag luam xav tau. McCarthy tom qab ua kom zoo dua lub tswv yim no thiab tsim lub tswv yim ntawm 4p kev lag luam, uas tau dhau los ua ib qho kev sib xyaw ua lag luam. Nws suav nrog cov khoom xws li khoom, nqi, qhov chaw, nce qib. Nws pom tias plaub lub ntsiab lus tseem ceeb, yam tsis muaj qhov tsis yooj yim sua los txhim kho kev lag luam ntawm kev lag luam, muaj nyob hauv txhua yam kev tsim khoom thiab yog universal.
Nyob rau hauv cov ntsiab lus, kev lag luam sib xyaw yog cov txheej txheem ntsuas thiab cov cuab yeej uas tso cai rau lub tuam txhab cuam tshuam qhov kev thov rau cov khoom thiab cov kev pabcuam tsim tawm.
khoom
Thawj lub ntsiab ntawm kev lag luam-kev sib xyaw yog cov khoom (lossis khoom). Qhov no yog qhov pib ntawm kev ua lag luam, thiab nws hais txog qee yam khoom lossis kev pabcuam uas muaj qee yam nqi rauneeg siv khoom. Nyob rau theem tsim, nws yog ib qho tsim nyog yuav tsum tau tso rau hauv cov khoom uas cov khoom zoo thiab cov khoom uas yuav xav tau los ntawm cov neeg siv khoom. Rau kev ua tiav ntawm cov khoom lag luam, tus neeg lag luam yuav tsum muaj lub tswv yim zoo ntawm qhov xav tau nws muaj peev xwm txaus siab, dab tsi yog qhov zoo thiab qhov tsis zoo ntawm cov khoom. Koj kuj yuav tsum xav txog qhov kev txhim kho cov khoom lag luam tuaj yeem nce nws qhov muag, nyob rau hauv kev lag luam uas nws tuaj yeem xav tau. Txhawm rau kom muaj kev muag khoom ntau ntxiv, nws yog ib qho tsim nyog yuav tsum tau saib xyuas cov ntim ntawm cov khoom, nws cov kev nyiam thiab cov ntaub ntawv, thiab kev tso npe ntawm cov cim lag luam kom ceev cov khoom lag luam los ntawm cov neeg siv khoom. Txhawm rau tsim cov neeg siv khoom ncaj ncees rau cov khoom, nws yuav zoo los muab kev lees paub thiab kev pabcuam ntxiv rau tus neeg siv khoom.
Price
Kev lag luam sib xyaw suav nrog tus nqi. Qhov no yog ib qho tseem ceeb heev uas qhov kev vam meej lossis tsis ua tiav ntawm cov khoom lag luam nyob ntawm. Tus nqi yuav tsum tsis txhob qis dhau los yog tsis tsim nyog siab, vim tias nws tuaj yeem ntshai tus neeg yuav khoom. Txawm hais tias qhov yooj yim ntawm kev ua kom tau txais txiaj ntsig zoo tshaj plaws los ntawm tus nqi siab, koj yuav tsum tau ceev faj heev txog kev teeb tsa tus nqi siab lossis qis, vim nws yog ib qho tseem ceeb hauv cov duab ntawm cov khoom thiab cov chaw tsim khoom. Tus nqi yuav tsum muaj kev sib tw, tsim nyog rau kev yuav khoom ntawm cov neeg siv khoom thiab cov tswv yim xaiv. Nqe tuaj yeem dhau los ua cov cuab yeej tshaj tawm hauv cov tswv yim xws li kev nkag mus rau kev lag luam lossis cov tshuaj nplaum skimming. Thaum tsim tus nqi ntawm cov khoom, ntau qhov kev xaiv yuav tsum tau txiav txim siab rau qhov sib txawvkev muag khoom, muaj peev xwm txo nqi.
Qhov chaw muag
Xaiv qhov chaw faib khoom yog qhov tseem ceeb ntawm kev lag luam-kev sib xyaw ua ke. Qhov kev xaiv no yog ua raws li kev soj ntsuam zoo ntawm cov neeg siv khoom tus cwj pwm. Nws yog ib qho tsim nyog nyob rau hauv chav kawm ntawm txoj kev tshawb no txhawm rau txheeb xyuas qhov chaw uas nws yuav yooj yim tshaj plaws rau cov neeg siv khoom. Lub koom haum muag khoom, zoo li lwm txoj hauv kev ntawm kev muag khoom, yuav tsum txhawb kom tus neeg yuav khoom. Cov txheej txheem ntawm kev yuav khoom yuav tsum yooj yim heev thiab nrawm, tus neeg siv khoom yuav tsum tsis txhob siv ntau lub zog ntawm kev yuav khoom. Thaum tsim lub tswv yim kev lag luam, koj yuav tsum txiav txim siab lub hom phiaj kev lag luam thiab kev faib tawm. Tsis tas li ib feem tseem ceeb ntawm lub koom haum ntawm kev muag khoom yog kev muag khoom (kev tshaj tawm ntawm qhov muag, suav nrog cov khoom lag luam, huab cua thiab kev taw qhia hauv khw).
Promotion
Kev lag luam sib xyaw yog qhov feem ntau cuam tshuam nrog kev nce qib. Qhov tseeb, kev tshaj tawm yog ib qho tseem ceeb ntawm kev lag luam sib xyaw. Nws yog ib txwm ua kom paub qhov txawv ntawm plaub pawg ntawm cov cuab yeej hauv nws cov qauv: kev tshaj tawm, kev tshaj tawm kev muag khoom, PR, muag ncaj qha. Cov nyiaj no yog siv los ua ke, daws teeb meem ntev thiab luv luv. Kev tshaj tawm thiab kev muag khoom txhawb nqa feem ntau muab cov txiaj ntsig sai, PR yog cov cuab yeej siv qis thiab tsim cov nyhuv qeeb. Ib txheej ntawm cov cuab yeej txhawb nqa tau ua raws li lub tuam txhab kev tshaj tawm tswv yim. Cov cuab yeej sib txawv yog siv rau B2B thiab B2C kev lag luam.
Toolsmarketing
Kev lag luam sib xyaw yog kev npaj ua haujlwm, kev ua haujlwm tsis tuaj yeem hloov pauv lossis tso tawm yam tsis tsim nyog. Txhua lub hauv paus ntawm txoj kev xav tau kev sib koom tes thiab kev xav txog kev lag luam. Cov cuab yeej kev lag luam tseem ceeb yog kev lag luam, nqi, cov khoom lag luam thiab kev sib txuas lus txoj cai ntawm kev lag luam. Ntxiv nrog rau kev sib xyaw ua lag luam, muaj lub tswv yim ntawm kev tshaj tawm kev sib xyaw - txheej txheej txheej txheem rau kev txhawb nqa cov khoom lag luam hauv cov ntaub ntawv ib puag ncig. Nws suav nrog kev tshaj tawm ncaj qha hauv xov xwm (xov tooj cua, TV, thiab lwm yam), kev lag luam kev lag luam, ntau yam kev tshaj tawm, tshaj tawm hauv Is Taws Nem.
