Isu lokuxhumana: imigomo, izinjongo, inqubo ukwakheka

Promotion kwezimpahla namasevisi kudinga indlela olunzulu, okuyinto ukusebenza kule ukuthuthukiswa kwesu zokuxhumana. Namuhla, ukumaketha isiba enqala iyiphi inhlangano, kungaba athengisa isinkwa noma sihlinzeke izinhlelo ezihlakaniphile. Kakhulu abanekhono Inqubomgomo inkampani ukumaketha nokuxhumana luyimfuneko impumelelo yayo.

Umcabango

Noma yimuphi inqubo yokuxhumana has umgomo oqondile ukuthi lihlotshaniswa lwentuthuko. Ngo ukuthengisa umzila esiyinhloko kwetfula tinhlelo kanye imigomo ukwakha ubuhlobo phakathi kwamakhasimende nomkhiqizi. Isu lokuxhumana ngomqondo ebanzi - uyinto eyinkimbinkimbi, uhlelo global ukufeza ukumaketha imigomo yenkampani. Ngomqondo iyincane ke sinonimiziruyut umqondo wokuphathwa isu marketing. Ekusebenteni, isu zokuxhumana kuhlanganisa isu marketing, okudala kanye nabezindaba. Ngakho, lo mqondo hlelo yenkampani jikelele Lezinyathelo ukusungulwa ukuxhumana emakethe, imvelo bangaphandle zangaphakathi.

izinzuzo

Ukuthuthukisa iqhinga nezokuxhumana kwenza inhlangano ukudala uhlelo umcabango ukuphuma isinyathelo ukuze bafinyelele imigomo yabo. I indlela amasu kunezinzuzo eziningana. It ikuvumela ukuba nokwandisa izindleko kanye ukukhulisa engabizi ukusabalalisa zonke izinhlobo izinsiza: isikhathi, okungaba ngabasebenzi kumbe imali. Strategy - kuyindlela ukubona isithombe ephelele futhi ukuthola indlela emfushane nokulula enenzuzo kakhulu umgomo. Kuyasiza ukwakha isigaba sabefundisi emigomweni nasesimweni uphokophele impumelelo emhlabeni wonke jikelele, ukumosha imithombo ngeze. Isu futhi ikuvumela ukuba uthole izinqolobane ezifihliwe futhi amathuba amasha ibhizinisi. Indlela eqotho kusekelwe balifundisise amaqiniso emakethe, ukuqonda emihle nemibi umkhiqizo futhi kuyasiza ukuthola izixazululo ezintsha sesimanje kanye nokugqugquzela inqubo.

izinhlobo amasu

Ngakho njengoba isu - it is a term kusukela imvelo wezempi, futhi igama layo kubolekwe oluvela emthonjeni ofanayo. Ngokwesiko ukuhlukanisa isu ukuzivikela futhi zihlasela. I sokuzivikela kanye kuhlasela kungenzeka flank futhi phambi. Okungukuthi, zingathunyelwa elilodwa noma ngaphezulu nabaphikisi, noma izakhiwo izimpahla - ukushaya phezu ezinhlangothini. Noma kwenziwe kuzo zonke izimpi: .. Izimbangi, izimakethe, njll Kukhona futhi isu yabashokobezi, ukuthi, isitheke emehlweni lesitha. Hhayi ize marketer abadumile Dzhek Traut wafanisa inqubo yokuxhumana impi futhi ngokuthi umsebenzi wakhe esaqopha umlando "Marketing Impi".

Futhi, kukhona indlela lapho ivelele kokwethula isu zokukhwabanisa neyesigodi. Kulesi nombono, yonke imigomo ihlukaniswa ngokweminyaka indlela jikelele ukuxhumana target izethameli. Isethulo - i yokukhulumisana ivulekile yokwenziwa, lapho akuhloselwe ukuthonya communicant. okuphambene layo - zokukhwabanisa, okungukuthi, imiphumela esicashile ... Futhi umhlangano kusekelwe ukusungulwa nokubambisana phakathi kwezinhlangano.

isakhiwo

Isu lokuxhumana esihlanganisa ngaphansi obuthathu isinyathelo yokuhlela: ukumaketha, isu yokudala kanye nabezindaba. Isu ukumaketha kuhlanganisa isikhundla yenkampani in the yemakethe, ekuboneni izinzuzo sha, kukhethwa target izethameli. Creative isu - kuyinto ekwakhiweni imiyalezo ukhiye nokuthuthukisa kuvumelana kwetinhlavu leli qiniso eliyisisekelo yokuxhumana. Abezindaba isu - ukukhethwa iziteshi ukuxhumana izilaleli, uhlela ezinye izindlela zokuxoxa nabo abathengi ngokusebenzisa imithombo yezindaba nezinye amaphuzu contact.

yokuthuthukiswa kwezobuchwepheshe

Noma yimuphi isu ithuthukiswe okusekelwe kokuhlaziya. Futhi isu marketing ukuxhumana iqala ngokukhuphuka yisigaba esibaluleke - ukutadisha isimo. Ukuze eliphezulu izixazululo ziqondwe ikakhulukazi umkhiqizo kugqugquzelwa, ukuba ulwazi mayelana isikhundla yenkampani emakethe, izimbangi, namandla nobuthakathaka babo. Ngokuvamile, lezi zinkampani ukumaketha amasevisi wathenga yezinhlaka ezikhethiwe. platform womkhiqizo washayelwa ngesisekelo ulwazi ithuthukiswe umkhiqizo ukuma. Esigabeni esilandelayo - kwencazelo zemakethe nezethameli okuzokwenziwa ukuxhumana. Phela ophenyweni eyenziwa kufika ithuba lika-ukudalwa imiyalezo ukhiye. isixazululo Creative lakhela phezu izinzuzo umkhiqizo kanye umthengi ukuqonda. Kufanele kubangele umamukeli inikezwe imizwa kanye nabangane. Esigabeni esilandelayo - kukhethwa iziteshi zokusabalalisa okuthunyelwe. Ukuze kahle ukhethe abezindaba kufanele baqonde abezindaba okuthandwa izethameli eziqondiwe Sihlaziya isithombe waso nesitayela zokuphila. Umlayezo ukhiye kufanele ibukeke, okusho ukudlulisela impahla: amazwi, umculo, i-TV indawo. Isigaba sokwenziwa kwe-umkhiqizo ukukhangisa kuhlanganisa ekufuneni bhá futhi ekhangayo ukukhangisa okuningi ku izithombe. Esigabeni yokugcina kumiswa isu zokuxhumana - Ukuthuthukiswa kohlelo abezindaba. Kuyadingeka ukucacisa imvamisa nobubanzi zokuxhumana, kanye isikhathi ukuxhumana umthengi.

platform isu

Ukuthuthukiswa kwesu zokuxhumana kuyinto engacabangeki ngaphandle platform brand. Inkampani kufanele ibe kahle umsebenzi wabo futhi izinzuzo umkhiqizo. Basuke walubeka phansi umqondo ukuma, okuyinto ichazwa wayefisa umkhiqizo isithombe bezibona umthengi. Umenzi kufanele lokwakha esiyingqayizivele ethengisa isiphakamiso (USP), okuyinto "siyohlala" ezingqondweni abathengi. Kungenzeka yemvelo: uma umkhiqizo kuyinto differentiator angempela, anjengokuthi ohlelweni lokusebenza amafoni yenkampani, "Apple". Noma yokufakelwa, t. E. Ngobuciko. Ngokwesibonelo, umpe "Good" iyona USP - ". Juice, wadala ngomusa" platform brand iyakhiwa umkhankaso ngamunye, futhi kuyingxenye isu. Ngezinye kwesisekelo salo ilungiselelwe iziqubulo kanye nemiyalezo imikhiqizo yokukhangisa: emaphaketheni, umsakazo kanye telecasters, ukukhangisa ongaphandle, njll ...

Isiteji ukubeka emigomweni

Isu ukuxoxa ezimbili izinhlobo imigomo. imigomo yesikhathi eside kufanele sihambisana zentuthuko lenkampani esikhathini eside, ezifana yayiyogumbuqela isikhundla emakethe, ekuthumbeni izimakethe ezintsha kanye izingxenye, nokunye. N. A Tactical Ukuzibekela imigomo yesikhathi esifushane zihlobene izigaba ukukhuthazwa, nokuthuthukiswa sha. Goal setting kungenziwa ngezindlela ezahlukene. Ethandwa kakhulu uyisibonelo SMART, owawuthi umgomo kufanele kube ecacile, elinganisekayo, okumele izuzwe, efanele futhi isikhathi esilinganiselwe. Okungukuthi, iqembu liyadingeka ukuqonda ukuthi yini futhi ngasiphi iphuzu kufanele ufinyelelwe. Abasebenzi futhi udinge ukwabelana imigomo, bona izinzuzo zabo ngokwabo.

nezithameli

Ukuze ukuthuthukiswa afanele isu zokuxhumana kumele kahle waqonda okuthiwa kuso sibhekiswe. Izethameli eziqondiwe ka ipharamitha ebaluleke kakhulu kulolu cwaningo. Ngokuvamile, ejensi anikeza izinkonzo ukumaketha ukuhlola imingcele zenhlalakahle kanye lokubala ubuningi babantu izilaleli: .. Sex, ubudala, isimo somshado, imfundo, imali, njll Nokho, indlela amagama abekwe ngayo imiyalezo esithuthukisiwe imiqondo kufanele kube ukuqonda izidingo kanye izici ukuziphatha kwabathengi. It ikuvumela ukuba uthole imininingwane efanele abantu, ukuze uthole eduze kwabo amagama netingcikitsi. Zibekele izici zokuziphatha abathengi ngokuthi psihografika futhi uchaza nomqondo yokuphila. Njalo umthengi, kuye ngokuthi hlobo yayo, ukuthi bakusiphi isigaba sokuphila umndeni umjikelezo indlela yabo ukuba imithombo yakho bese wenze ukuthenga ngesisekelo izizathu ezithile. Ukuze abone ulwazi ezifana alanele ukuze afeze ucwaningo noma eyomuntu ngamunye bona ingatholakala kuphela esebenzisa ucwaningo qualitative: izingxoxo, amasu projective.

enablers

Ngokwesiko, sesu lokuxhumana ezingeni kusekelwe ukusetshenziswa amathuluzi athile. Kuhlanganisa amathuluzi anjenge: ethengisa siqu, PR-amathuluzi, ukukhangisa, BTL. Isu lokuxhumana lenkampani kuhilela ukukhethwa abezindaba lapho izikhangiso izokwenziwa, uhlela imicimbi nemisebenzi. ukuhlela Abezindaba kusekelwe etholwe ukuhlaziywa abezindaba izintandokazi idatha izilaleli. Iphinde ivumela inqwaba umgomo abezindaba ukusebenza: Izilinganiso, kwegazi, umgibeli womgwaqo, njll ...