Izinhlobo amasu kwezamabhizinisi. Izinhlobo kanye namasu okuthuthukisa amabhizinisi

Ingxenye ebalulekile kwanoma iyiphi inqubo nokuphathwa - isu. Ngaphakathi kwalolu hlaka ke ubonakala njengeNkosi yesikhathi eside isiqondiso enemininingwane kakhulu ngokuphathelene nokuthuthukiswa lenkampani (ngokukhethekile, isu siphathelene ububanzi, amafomu kanye esebenzisa umsebenzi wayo, ubudlelwano yangaphakathi phakathi bonke abahlanganyeli kohlelo, isikhundla le nkampani maqondana imvelo).

Ukuze okuvula, kufanele bahlukanise phakathi imiqondo ezifana izinjongo kanye namasu lenhlangano: owokuqala ibonisa iimfuneko iphuzu ekupheleni, kanti eyesibili - futhi nendlela yokuyithola endaweni ashukumisayo ukuncintisana.

Ngamagama abanzi, isu - okuhleliwe Yiqiniso yenkampani jikelele isinyathelo ukulandela ukuthi kufanele kuholele ngokuhamba kwesikhathi ukuze imigomo efiselekayo.

Yini ebhekene ubuholi inqubo ngokuchaza isu ngempumelelo?

Ngesikhathi esigabeni sokuqala kubalulekile ukuba uthole izimpendulo zemibuzo emithathu eyinhloko ngobujamo inhlangano emakethe, okuyilezi:

1. Luhlobo luni lomsebenzi okufanele ayeke?
2. Yini okufanele ngonanzelelo?
3. Yikuphi amabhizinisi kufanele ibukeke.

Nekugcamisa emasu lahlukene kute M. Porter

UProfesa ikhomba izici ezintathu eziyinhloko yentuthuko isu nesimilo inkampani emakethe:

1. Ubuholi e ukunciphisa izindleko zokukhiqiza. Lolu hlobo libhekene yokuthi inkampani kunciphisa izindleko zokukhiqiza, ukudayiswa kwemikhiqizo esiphansi, okuholela ekutholeni elikhulu share emakethe isihlobo ukuba izimbangi zayo.

izici Isici izinkampani ukuthi usebenzise lolu hlobo Isu:

• ezingeni lelisetulu ukukhiqizwa, ukuthengisela;
• yokuthuthukiswa kwezobuchwepheshe kanye zobunjiniyela design isizinda;
• olubanzi uhlelo ukusatshalaliswa umkhiqizo;
• ukumaketha yenziwe ngobudlabha.

2. lunye zokukhiqiza. Libhekene homogeneity we azokwakha, ukusetshenziswa imishini ekhethekile kanye nabasebenzi ezikhethekile. Effect - abathengi ukuthenga imikhiqizo ngokuqinile ngisho ngentengo ephakeme.

Ejwayelekile izici amafemu kule samuntu lezi zindlela ezilandelayo:

• ezingaba enkulukazi ucwaningo nentuthuko;
• Abaklami abaqeqeshiwe;
• ukulawula izinga kwemikhiqizo;
• ngempumelelo marketing uhlelo.

3. Zibophezele ahlukene emakethe ingxenye. Inkampani ibheka hhayi wonke emakethe, kodwa kuphela idlanzana elithile abathengi. Kulesi simo, kungase kwenziwe noma ngenhla Inqubomgomo lunye, noma ukunciphisa, noma kokubili, kokubili. I engavamile yalolu hlobo Isu - gxila izidingo hhayi nje emakethe futhi iqembu target abathengi.

Imihlobo ngenhla amasu yokuncintisana uvumele ukuxazulula inkinga eyinhloko izinkampani eziningi: ukufeza inzuzo phezu izimbangi oqondile. Basiza ekutholeni kahle ukuthi lokhu kungenziwa.

Nazi izinhlobo amasu ezokuthuthukiswa kwebhizinisi

Labo esungulwe ngokwabo practice, abizwa ngokuthi eziyisisekelo. Ngaphakathi them nanso are izindlela ezine ezahlukene mayelana nokukhula inkampani, ehambisana ne-ushintsho isimo eyisisekelo eyodwa (noma eziningana ngesikhathi esisodwa) izakhi, ezifana isikhundla emakethe lenkampani ngaphakathi umkhakha, umkhiqizo, umkhakha, ubuchwepheshe. Ngayinye yalezi izingxenye kungaba kwelinye ezimbili uthi: wamanje noma ngokuyinhloko entsha.

Izinhlobo amasu neqembu lokuqala - the kanzulu ukukhula isu (ezihlobene izinguquko emakethe umkhiqizo, noma kokubili ngesikhathi esisodwa). Ukulandela le isilinganiso, izinkampani ezilwela sithuthukise lo mkhiqizo ekhiqizwa noma uzame ukwenza entsha, kanti ezisele umkhakha ubudala.

Ngokuqondene isici emakethe, kukhona izinhlangano abafuna amathuba ngcono isimo samanje emakethe.

isu iqembu lokuqala

Lapha uhlukaniswe ezintathu izinhlobo:

1. Isu ukuqinisa izikhundla emakethe (inkampani ukugxila ukumaketha, kwetfula ukuhlanganiswa ovundlile - ukulawula phezu mncintiswano).
2. Isu ukuthuthukiswa emakethe (ukucinga izimakethe ezintsha zemikhiqizo umkhiqizo ekhiqizwa).
3. Isu lokuthuthukiswa komkhiqizo ngaphambilini ekhiqizwa (kwathatha ukukhiqizwa umkhiqizo ngokuyinhloko entsha ngaphansi supply isiteshi ubudala).

Iqembu lesibili amasu

Oyingqopha-mlando - ukunwetshwa inkampani ngokusebenzisa ukubusa izakhiwo ezintsha. Izinhlobo amasu kuleli qembu zibizwa ngokuthi ibhizinisi isu sokukhula ehlangene. Izinkampani iphendukele kubo esimweni lapho ibhizinisi sasivumela esitebeleni, futhi kuyinto engenakwenzeka ukuba ulandele iqembu lokuqala kuchaziwe ngenhla. Kulokhu, ukukhula okuhlangene akuvimbeli imigomo yenkampani eside. It bungatholakala ngokusebenzisa yokufuna impahla, kanye ukunwetshwa ngaphakathi.

iqhinga letuthuko Uxhumano

Bahlanganisa zinhlobo ezilandelayo izinqubomgomo:

1. ukuhlanganiswa mpo emuva (ukukhula inkampani ngokusebenzisa ukwethulwa noma nokuqinisa ukulawula bonke abaphakeli, ukudalwa eziningi ezingaphansi nokulethwa ekhona).
2. Phambili-ukufinyelela ukuhlanganiswa mpo (ukwanda kwenhlangano ngokusebenzisa ukwethulwa noma ekuqiniseni zokuqapha ezikhona imizimba yabo ilahlwe ukusatshalaliswa izinhlelo, yokuthengisa). Lolu hlobo ngempumelelo uma kwenzeka ukwanda okukhulu kwemisebenzi yokulamula noma ukungabi khona top-notch abaxhumanisi.

Iqembu lesithathu

Lelisu zokukhula okuhlukahlukene. esetshenziswa Basuke, uma inkampani ayisakwazi ukuqhubeka ukuthuthukisa ngemakethe yalo, ne umkhiqizo wawo nazo ngaphakathi umkhakha.

Izinhlobo amasu kuleli qembu zimi kanje:

1. diversification esimaphakathi (ukuthola nokusebenzisa amandla xaxa ekukhiqizeni imikhiqizo ezintsha, kanye ukuba khona kwezimangaliso izikhundla eliyingqikithi ibhizinisi ubudala).
2. Ovundlile diversification (inkampani search amathuba ukukhula okukhulu izimakethe ezikhona njengamanje bese ngokusebenzisa umkhiqizo omusha, inqubo ehlukile liyadingeka womshini okuyinto). Lapha, le nhlangano kufanele lapha igxila ngokuyinhloko ukukhiqizwa kwemikhiqizo nezobuchwepheshe ezimele ukuthi zingase zisebenzise amandla akhona inkampani, isibonelo, endaweni ukunikezela. Ngenxa yokuthi umkhiqizo omusha okuhloswe ngaso ingxenye target elidala (core), kuba nezici qualitative kufanele senze imikhiqizo concomitant kakade ekhiqizwa. Isimo obalulekile - ukuhlolwa owandulelayo zamakhono zenhlangano uqobo maqondana ukukhiqizwa umkhiqizo omusha.
3. diversification nhlanganisela (ukunwetshwa inkampani ngokusebenzisa imikhiqizo ezintsha ngaphakathi ongakasetshenzwa ukusatshalaliswa kohlelo). Kukholakala ukuthi lokhu ingenye eyinkimbinkimbi kunazo ngokuya ukuqalisa ukusebenza kwamasu ukuthuthukiswa ngenxa yokuthi nokuqaliswa kwalo yimpumelelo kuxhomeke ezicini eziningi: ekhono lokusebenza kwabasebenzi, emakethe seasonality, ukubandulwa kwabaphathi, ukutholakala dolobha edingekayo, nabanye.

Izinhlobo amasu ezingeni ukuphathwa kwebhizinisi

Inhlangano emikhulu nge kweminyango isakhiwo uhlobo ngokuvamile inamazinga amathathu sezinqumo ezinkulu amasu:

• ibhizinisi;
• yenkampani;
• sokusebenza.

Ngamanye amazwi, lolu hlobo amasu nomphumela wokwenziwa kwezinto kahle zazo ingatholakala kuphela uma ukuxhumana zabo bethuthumela. Ngamunye ungqimba ahlukene yakha inqubomgomo yesimo esithile okwalandela (isu lobuciko esiteji ephansi encike ngqo kwi ukulinganiselwa amasu ngaphezulu).

amazinga amathathu sezinqumo ezinkulu amasu

Isu lokuqala (yenkampani, iphothifoliyo) uchaza isiqondiso jikelele sokukhula yenkampani, ukuthuthukiswa imisebenzi yayo izingqinamba supply-side. Ibonisa indlela ukufeza ukulingana izimpahla namasevisi ngokusebenzisa ukuphathwa afanele ezahlukene izinhlobo amabhizinisi. izinqumo amasu kulelizinga baziwa GIVEN ngempela eziyinkimbinkimbi ezihlobene nenhlangano iyonke.

Isu yenkampani kuhlanganisa ezindaweni ezilandelayo:

• isisetshenziswa Kwabiwa esekelwe ukuhlaziywa iphothifoliyo phakathi abafanele ibhizinisi amayunithi;
• nokwahlukana kwezimboni zokukhiqiza njengendlela yokunciphisa ezingaba yingozi kwezomnotho kanye nokufeza Synergy;
• ushintsho isakhiwo yenkampani;
• ekubumbaneni, ukuthathwa futhi engena isakhiwo ukuhlanganiswa ezifana PPG;
• universalization lwamasu focus amayunithi.

Izinqumo ezibalulekile ezenziwe kulelizinga, - ukuqaliswa imikhiqizo zezimali noma yebhizinisi kuphela ngesisekelo kwesabelomali.

Izinhlobo amasu ibhizinisi ukuphathwa ezingeni futhi presents isu lebhizinisi (ibhizinisi), esinikela eside inzuzo yokuncintisana unit kwezomnotho. It is ehlanganiswe, njengoba umthetho, e izinhlelo zebhizinisi futhi ibonisa amaqiniso ibhizinisi ukuqhudelana umkhiqizo emakethe othize (target ingxenye, zamanani kanye nokumaketha inqubomgomo, izinzuzo ukuncintisana, kanye nabanye.). Kule ndaba, ibuye okukhulunywa, ubala izinhlobo amasu ukuncintisana. Ukuze izinhlangano wahlanganyela emsebenzini owodwa, isu yenkampani liyefana yini ibhizinisi.

amasu Functional achazwayo namasevisi obusebenzayo ngesisekelo iminyango inkampani ngazo ngenhla (zezimali, zezimboni, ukudla, marketing Isu , kanye nabanye.). Umgomo wabo - ukusevisa ukusatshalaliswa kwezinsiza (umnyango), yokusesha ukuziphatha inkambo amayunithi ukusebenza isu jikelele. Isibonelo emnyangweni ukumaketha - ukugxila izindlela ukwandisa yokuthengisa amavolumu uma kuqhathaniswa nesikhathi esedlule.

amasu ezintsha: ukwelashwa, izinhlobo

Kuyinto imodeli yokuziphatha niqinile izimo ezithile emakethe. Lelisu - omunye amathuluzi ukuphathwa wenhlangano. Ngokusekelwe izici zokuziphatha kanye nokuqukethwe, lezi zinhlobo ezilandelayo amasu emisha:

- asebenzayo:

a) ubuholi zobuchwepheshe (ukuthuthukiswa uhlobo olusha umkhiqizo kanye nobuchwepheshe, utshalomali R & D, izindlela zokuphatha eziphambili, ngisho nasezimweni ephezulu);

b) ukulandela umholi (ukusetshenziswa ubuchwepheshe akhiwa ezinye izinkampani);

c) i (ngesisekelo inhlangano zokukhiqiza othengwe kusukela umholi noma ilayisensi kunjiniyela);

g) kwencika (belingisa umkhiqizo omusha).

- yokwenziwa.

amasu Innovative kungabuye bahlukaniswa ngokomthombo nangezinga isikali:

• sokukhomba niche;
• okubhekiswe emakethe othize;
• okuhloswe ngazo ezimakethe eziningana;

On okuqukethwe lezi zinhlobo ezilandelayo amasu emisha:

• ubuchwepheshe;
• izinqubo Imininingwane;
• imodeli ukuphathwa;
• izinguquko ezaba khona kwezenhlalo.

Esizoqala - mission (ekwakhiweni umbono, ngenxa iNkampani sidalwe). Kulesi sisekelo bahlakulele isu jikelele wenkampani.

Zonke izinhlobo ngenhla amasu ezintsha kufanele isinyathelo esilandelayo kokuqala:

• ukuhlolwa kwe-sanyalo sangaphandle inkampani;
• izici isici imvelo yangaphakathi (lobuchwepheshe, ezesayensi, umthamo ezintsha futhi al.).

Ngohlobo Lomuntu Okufanele Ube amasu okumaketha

Bangakwazi ihlukaniswa ngokweminyaka iziqondiso ezilandelayo:

1. Mayelana kwenkululeko emakethe:

• Isu ukunqoba (intuthuko entsha umkhiqizo, ugqozi umthengi, ukuthuthukisa izindawo ezintsha imikhiqizo ubudala, ukusetshenziswa);
• ukunwetshwa isu (uphakamise izwi ukukhiqizwa, ukunqoba izingxenye ezintsha market);
• monopolization ingxenye (amaqembu ikhasimende search target, lapho kungekho khona umncintiswano, ukudalwa umkhiqizo omusha ngabo, ugqozi umthengi kulomkhakha);
• nokugcinwa share emakethe yayo yonke target izingxenye (ukuthuthukiswa egcwele uhla inhlobo efanele kwezimpahla).

2. Ngenxa isici ayisisekelo, iqinisekisa ngokufunwa, lezi zinhlobo ezilandelayo amasu marketing:

• izimpahla yokufunwa okusezingeni eliphezulu (ukugcizelela lapho kuvezwa yiningi ezidayiswayo ngaphandle kukhulunywa ubulungu beqembu);
• imikhiqizo high (Ukugcizelelwa esiphezulu kungenzeka phakathi iminikelo emakethe ye izinga umkhiqizo umkhiqizo);
• ezingeni intengo (inqubomgomo intengo mayelana nomkhiqizo, elitholakala kuwo kakhulu);
• Ukuqamba (ukudalwa umkhiqizo abangenalo analogue);
• ikhasimende ukwethembeka (eyingqopha - ukwaneliseka ngokugcwele nezidingo zamakhasimende ekhona);
• emva-sales service (Ukugcizelelwa emva-yokuthengisa-service);
• ezengeziwe imali inzuzo (credit simiso izaphulelo, amabhonasi, inkokhelo izitolimende).

3. Ngokweyoku-degree of inqubomgomo ukumaketha yilezi ezilandelayo amasu:

• lithathelwe funa (ucwaningo emakethe, kwencazelo zabathengi isidingo, ukudala umkhiqizo nezidingo);
• ukudalwa funa (ukwakheka imibono izimpahla, ukukhula kwawo, ukukhuthazwa izidingo amakhasimende umkhiqizo wadala).

4. Ukuphendula emakethe wamanje icubungula lezi zinhlobo ezilandelayo amasu ibhizinisi (marketing):

• yokuvumelana izinguquko eziqhubekayo (lungangamela isimo samanje emakethe futhi ukusabela ngokushesha ukuze kokuyishintsha);
• Isibikezelo (ukuguqulwa kusengaphambili ngesisekelo ukulungiswa umhlahlo).

5. Ekuphenduleni Dynamics ukumaketha isu ihlukaniswe isimo emakethe ngale ndlela:

• lithathelwe ukukhiqizwa (zincishiswe noma ukwanda esekelwe izinguquko zabathengi isidingo e okukhipha);
• ububanzi ushintsho (ngcono umkhiqizo kanye ezahlukeneyo zalo, ukuguqulwa, ukudalwa esikhundleni);
• intengo ushintsho (lithathelwe izinqubo-mgomo zamanani);
• ukushintsha isiteshi se-yokuthengisa (ukusetshenziswa izinhlobo ezahlukene yokuthengisa).

6. Maqondana umkhiqizo Kusolwa ucacise zinhlobo ezilandelayo amasu inkampani (imakethe):

• emisha (ukudala umkhiqizo omusha, ukuzinikela yenkampani nobuholi emakethe efanele);
• "Indawo Okwesibili" (ukulandela umholi);
• Ukuthuthukiswa kwemikhiqizo yokuncintisana (isichibiyelo noma isibukezo izinzuzo imikhiqizo yokuncintisana umphelelisi yayo).

Abasebenzi isu: definition, izinhlobo

Ingabe ukuthuthukisa kobuholi kuqala futhi okuphumelela kakhulu ukuthatha isinyathelo esasiyobonisa ukuthi ukusiza afeze lezi zinhloso eside, ezifana ekudaleni onekhono kakhulu, isondelene, abasebenzi wemfanelo, inqobo izinhloso ekhona yecebo inkampani kanye amathuba ayo.

It isinqumo ukwaba lezi zinhlobo ezilandelayo amasu ukunxenxa:

• kwezamabhizinisi;
• ukukhula ashukumisayo;
• nenzuzo;
• ngokumiswa;
• umjikelezo.

Ngokusho kakhulu izinkampani okuholela, isu human resources - ingxenye kwezomnotho jikelele, kanye phetho yokuhlelela isikhathi eside esizayo kwemisebenzi.

Efingqa, kuyafaneleka ukukhumbuza ukuthi izinhlobo ezinkulu amasu yokuncintisana - umholi emkhakheni izindleko focus bese kuphakanyiswa.