Cross-marketing: incazelo, izici, ukuma izici

Namuhla cishe zonke izimakethe zigcwele izimpahla. Lokhu ukunikezela ngokweqile kwenza umsebenzisi esebenzayo kakhulu futhi kube nzima ukukholisa kunoma kuthenga. Ukuphendula njengoba ukuncintisana kwakuya kukhula nokukhuphula yinkimbinkimbi ukuzibandakanya ikhasimende yokukhulumisana livela cross-marketing. Kanjani ngokushesha futhi ngemali ephansi ukuheha abathengi? Leliphepha ekuhlushweni abakhangisi emhlabeni wonke. Akukho impendulo efanele lo mbuzo alikho. Kodwa cross-marketing ongaxazulula izinkinga eziningi ukuheha abathengi, kodwa isicelo yayo enezinto eziningi umehluko wemisindo nemiqondo yamagama.

Umqondo cross-marketing

Ukuphendula umbuzo, okungukuthi cross-marketing, udinga ukukhumbula ukuthi ukumaketha - umsebenzi wenkampani ukukhuthaza imikhiqizo noma amasevisi ukuze kuhlangatshezwane nezidingo umthengi kanye inzuzo.

Nokho, imizamo marketing babe ezibizayo, kodwa ukusebenza kahle kwabo kuyehla ngenxa okusezingeni eliphezulu Imininingwane ukugcwaliswa ukuvikelwa kwabathengi. Promotion Ochwepheshe zama beveza izindlela ezintsha zokufinyelela izethameli eziqondiwe, ngakho kukhona cross-ubuchwepheshe, co-marketing kanye cross-marketing. essence yayo itholakala ekuqongeleleni imizamo yethu yokwazisa eziningi izinkampani kohlaka uhlelo zokuxhumana. Ababili noma ngaphezulu nomkhiqizi izimpahla noma amasevisi e okufanayo umkhankaso nomthelela jikelele nezithameli.

Indaba le cross-marketing

Cross-marketing, njengoba kuphakama ubuchwepheshe ukukhuthazwa specific 90s kwekhulu lama-20, lapho bendabuko mishini nemiphumela kancane noma kudinga ukutshalwa ngaphezulu. Khona-ke izinkampani ezinkulu e-United States zanquma ukujoyina amabutho ukukhuthaza izimpahla ithole nethonya elikhulu synergistic. Yavela kanjalo-ke umcabango we-cross-ukukhuthazwa kanye cross-marketing, okuyinto kancane kakhulu bayoba nezimpande ngaphansi ezingeni commercial, kodwa ekuqaleni kwekhulu lama-21 liye laba inqubo evamile ukukhangisa kwemikhiqizo namasevisi. Namuhla, le ndlela ayiqondakali kahle ngokuya kwemfundiso yokuziphendukela, kepha ke ulwazi lubonisa ukuthi kunezinzuzo zako undoubted.

Izinzuzo cross-marketing

Ukucabanga yalabo abanamawala ngokweqile, futhi indlela yokuqhuba cross-marketing, kubalulekile ukukhomba izinzuzo esemqoka yalolu indlela ukukhuthazwa. Inzuzo osobala kakhulu imisebenzi ngokuhlanganyela yephromoshini ukulondoloza isabelomali ukukhangisa. Umthengi uthola inzuzo double, Ngakho-ke, ngenjabulo enkulu ukuphendula isiphakamiso.

Lokhu kunciphisa hhayi kuphela izindleko, kodwa futhi kwandisa nekusebenta zokuxhumana. Enye inzuzo yokuhamba kwesikebhe cross-marketing kubhekwa ithuba ababukeli futhi ukungena izingxenye ezintsha. Njengoba inkampani ngayinye umlingani engena umsebenzi wokukhangisa target yabo izethameli, ukunwetshwa abamukeli kungenxa izilaleli sabalingani.

Uma uthola uyakufanelekela umlingani cross-marketing kungaba ngokuphawulekayo ngcono nomfanekiso waso, ngcono ikhasimende ukwethembeka, ukwandisa ulwazi ngomkhiqizo abathengi. imikhankaso Cross-marketing baba nokuzethemba okwengeziwe iklayenti, ke idlulisela ingxenye imiqondo inkampani owaziwa on umlingani wakhe, ngaleyo ndlela isithombe sale nkampani ngcono. Umthengi elakhiwe izixhumanisi associative izinkampani umlingani, yenza lula kakhulu isitoreji solwazi futhi ukunika nemphumela lomkhulu ngokwengqondo.

Izinhlobo cross-marketing

imikhankaso Co- yokubeka uphawu kuthiwa ngokwesiko ihlukaniswe:

1. Tactical. Labo ukuthi kulinganiselwe isikhathi ukuxazulula Izinjongo yesikhashana. Lezi zivamise ezihlobene eyodwa-off izenzo ukubambisana.
2. Isu. Yesikhathi eside, nokubambisana enezici phakathi izinkampani umlingani. It ikuvumela ukuba enze imisebenzi ehlukahlukene, kuhlanganise emkhakheni isithombe-making kanye izimpawu.

Futhi ukukhiqiza ukumaketha zamasiko njengoba uhlobo ukukhuthazwa phezu nezimakethe zomhlaba zezentengiselwano. Kulokhu, lo kuhlanganiswe imithombo lamazwe amabili noma ngaphezulu ukuze ukuthuthukisa imikhiqizo. Ngesimo okumsulwa, intuthuko enjalo akakwazi ngokuthi isiphambano-marketing, kusukela ukubambisana phakathi brand efanayo. Bebambisene uju emazweni ahlukene kufanele bacabangele umehluko amasiko nokuphathelene nezilimi, umkhiqizo ukuthola engasho lutho lesifanele endaweni entsha. Ngokuvamile ukuthuthukela kwamanye amazwe akwanele ukumane nje ukuhumusha imibhalo ukukhangisa. Ngokuvamile, isembozo entsha iyadingeka ukuthuthukisa futhi ngezinye izikhathi ngisho ukushintsha igama ukuze isithombe yomkhiqizo mihle.

Ungakwazi bahlukanise imisebenzi cross-marketing ku ukusatshalaliswa izindima phakathi kwesibambisene nabo. Abakwazi alingane futhi uma imizamo yabo evamile enze kube nokwenzeka ukuba afinyelele imigomo ephakeme. Ngokwesibonelo, inkampani okukhuthaza brand eqolo ikhishi ifenisha kungathatha umlingani eyaziwa brand esakhelwe zikagesi. Eyesibili inketho - lobu buhlobo ukungalingani lapho omunye umkhiqizo kakhulu adumile brand umlingani. Ezimweni ezinjalo, inkontileka ngeke siphele ngendlela ukulinganisela isimo futhi basabalalise izinzuzo ngaphakathi accordance nga it.

Imibandela isicelo cross-marketing

imisebenzi marketing Joint kudinga izimo ezikhethekile imisebenzi ukukhuthazwa ukuze uphumelele. On uhlelo co-branded ukukhangisa umkhankaso kuthinte Izinjongo tilandzelwe. Kakade ngesisekelo okufanele ukuthuthukisa umqondo we intuthuko.

Ngakho, isu kanye amaqhinga kubangele cross-marketing. Izibonelo izimo ukuthi ziyabhekelelwa, kungenziwa ngamaqembu amabili: ingxenye umqalisi futhi kusukela umlingani. Umqalisi kufanele kube kahle ngeso lengqondo umfanekiso uzakwethu futhi isisulu saso izilaleli. Umlingane Osebenzelana Naye ngokufanayo, kudingeka ubone izinzuzo kanye nezinzuzo nokubambisana.

Lapho ihlela ukuba kube nomkhankaso cross-marketing, qiniseka ukuthi izethameli eziqondiwe abalingani kuyendlulela kodwa musa luqondane ngokuphelele. izimpahla Kunikezelwe Kufanele futhi ukuthola into esivumelana ngayo, kungakuhle kakhulu, ukwanelisa ethile isidingo jikelele. Ukuze umthengi, okuzuzisayo kufanele olunikezwa iqhaza isenzo, isibonelo, uthola isaphulelo noma isipho. Imikhiqizo Partners kufanele kube amanani efanayo ingxenye. Akubalulekile lokufeza cross-umkhankaso wokudayisa, isibonelo, Mercedes namanzi ezinye kusukela esigodini Penkovo. Ikhwalithi kanye ezingeni kwezimpahla kufanele uhambisane.

Amafomu eyinhloko cross-marketing

Cross-marketing kungenziwa okwethulwa amafomu ezintathu eziyisisekelo:

1. A ukukhangisa umkhankaso ahlangene umlingani izimpahla. Ngo imisebenzi efana abalingani alinganayo ukusekela amakhasimende ukukhangisa. Ngokwesibonelo, Coca-Cola brand olwenziwa umkhankaso co-yokubeka uphawu nge McDonald kwesiqubulo esithi "Ndawonye esihlwabusayo".
2. ibhonasi Joint noma Isaphulelo izinhlelo. Encwadini imikhankaso efana ikhasimende ngokusebenzisa isevisi eyodwa eqinile noma ukuthenga umkhiqizo uthola isaphulelo noma ibhonasi amaphuzu on umkhiqizo omunye brand. Ngokwesibonelo, Aeroflot ezikhishwe kanye ikhadi Savings Bank, lapho amaphuzu zanqwabelana for kuthengiselana.
3. Joint BTL-imicimbi. Ukuqhuba tastings, iholide noma ukwabelana esiyolandelwa nomkhankaso ezimbili noma ngaphezulu.

cross-marketing ubuchwepheshe

Njenganoma yimuphi imisebenzi marketing, co-lomnini inkampani idinga ukuhambisana ukulandelana ethile yezenzo. Cross-marketing ngokuvamile kuhilela izinyathelo ezilandelayo:

• definition yezinhloso: njengoba kunoma yimiphi imisebenzi marketing co-yokubeka uphawu kudingeka ukuba uqonde ukuthi kufanele kwenzekeni ngenxa;
• kukhethwa abalingani kubaluleke kakhulu futhi isigaba kubalulekile edinga ukucabangela okukhethekile;
• Amalungiselelo kumcimbi: kulesigaba kubalulekile ukuchaza izinsiza ukuqhuba izinqubo ugqozi kubasebenzi;
• uhlelo lokuthuthukisa imisebenzi cross-marketing kanye nokudidiyela yayo nalabo abambisene nabo: kubalulekile ukunquma imingcele imikhankaso efana database ivolumu ukushintshashintsha, imvamisa yezenzo, zokukhokha imikhankaso, izinhlawulo kanye amabhonasi, umkhankaso ukuthuthukiswa zombhalo, yencazelo salabo abanomthwalo wemfanelo wokwenza okuqanjwe uhlelo;
• ukuqaliswa cross-markteingovoy umkhankaso;
• isifinyezo kanye nokuhlolwa ukusebenza izinyathelo.

Ukucinga nokuhlola abalingani

Cross-marketing abalingani okuyinto nendima ebalulekile, kusekelwe izimiso ezilandelayo:

• Ozakwethu akudingeki ukuba ukuncintisana;
• Imikhiqizo kufanele futhi bancintisane noma esikhundleni nomunye, kuyinto efiselekayo ukuthi ayahambelana;
• Ozakwethu kufanele aphambana e izethameli eziqondiwe;
• Imikhiqizo kufanele ibe amanani efanayo ingxenye.

Ufuna umlingani - isigaba esibaluleke kakhulu futhi ebalulekile co-yokubeka uphawu. Linganisa engase ibe umlingani kumelwe libe amapharamitha alandelayo:

• isithombe sangempela, it has ukufanisa ezingeni lenkampani ukuqalisa;
• khona izethameli eziqondiwe ezivamile;
• khona amakhasimende abaqotho;
• udumo;
• imisebenzi marketing.

Lolu lwazi luzosisiza ukuthola umlingani lungaba imikhankaso cross-marketing.

Ukusetshenziswa cross-marketing emikhakheni ehlukahlukene

Cross-marketing asifanele yonke imikhiqizo kanye nezindawo. Ngakho-ke Kunzima ukucabanga ku B2B ensimini, ngokuyisisekelo umkhankaso eyenzelwe umsebenzisi sekupheleni. imisebenzi ngempumelelo kakhulu anjalo esikhathini ingxenye imikhiqizo premium kanye nezinsizakalo, kuncike ekutholeni ezingeni elifanele umlingani.

Excellent show ngokwabo imikhankaso ezifana ekugqugquzeleni ukudla kanye nezinsizakalo ehlukahlukene. Ngokuvamile namuhla singabona isicelo lobu buchwepheshe zokudlela, yasebhange, umshwalense kanye nezokuvakasha wemboni ekugqugquzeleni izimoto, izingubo, izinto zasendlini.

Izazi zezokuhlalisana kwabantu balinganisela ukuthi izinkampani 500 esikhulu kunazo zonke emhlabeni for the last 10 iminyaka wangena engaphezu kwengu-60 lobulungu ezahlukene. Lokhu kuyabasiza kubenze hhayi kuphela imikhankaso ukumaketha ngokuhlanganyela, kodwa futhi ukukhululwa kwemikhiqizo emisha.

Cross-marketing kwezokuvakasha: izingqinamba kanye namathuba

Cross-marketing, izibonelo ezingasetshenziswa nelenzeka ezokuvakasha, kuba ubuchwepheshe ethandwa kakhulu. Co-yokubeka uphawu emkhakheni amasevisi atholakala kuwo wonke amazinga. Ngokwesibonelo, ngo-amathikithi ezihambayo angajoyina amabutho namasevisi yosesho kanye ukubhuka indawo yokuhlala noma isevisi Shuttle ehhotela.

Kakhulu kahle ndawonye bezohambo nezinkampani umshwalense, ngokunikeza amakhasimende nge service kangcono futhi ekuthuthukiseni isithombe nomunye. Ubunzima isicelo cross-marketing kwezokuvakasha iphakame mayelana ukufuna umlingani ethembekile. Namuhla, travel ejensi amakhasimende bakholwe ngokucophelela okukhulu, ngakho kufanele babambisane kuphela nezinkampani okuthembekile.

isipiliyoni World of cross-marketing

Cross-marketing izipesheli engatholwa ezihlukahlukene izindawo, kakade linomlando omude. Ngokwesibonelo, ubudlelwane kunalokho eside futhi ngempumelelo sezisunguliwe phakathi inethiwekhi «Sheraton» ehhotela kanye «Lufthansa Airlines» yezindiza. Kuvele Yiqiniso ezithakazelisayo akhuphukele e-Andes Procter Gamble, yethule co-yokubeka uphawu umkhankaso Bosch imishini yokuwasha kanye insipho Calgon. Ukuhlanganisa imizamo airshows, esikweletu zomshuwalense isibe zakudala ngesiphambano-marketing.