Okunezinhlobonhlobo: okunezinhlobonhlobo izinhlobo kanye ngezigaba

Imikhiqizo eqoqwe eqenjini kwakhiwa ngokuvumelana yokufana kwawo ngokuvumelana eyodwa noma ngaphezulu izimfanelo okuyinto abizwa ngokuthi "ububanzi".

izinhlobo isukela

Ukuhlukana ezivamile ububanzi eqinisweni ngubani akhiwa bona, kuhlanganisa lezimpahla nabezezimboni.

Industrial umsebenzi iba umphumela inkampani yokukhiqiza noma izinkampani eziningana ezisebenza kule mboni efanayo. Lolu hlobo ububanzi uyaqaphela inkampani uqobo, futhi kakade ngesisekelo izinhlangano zayo ngazinye lwezeMpilo Usizo ukuhweba yakha ububanzi bayo.

Izinhlobo isukela nokufunda ukusebenzisa emisebenzini yabo marketing, kusukela lo msebenzi wabo ukuhlela kwempahla kanye umkhiqizo ukukhuthazwa.

Umkhiqizo uhla obizwa ngokuthi othulwe ezitolo lwezeMpilo Usizo. Okungukuthi, kuba izimpahla zidayiswa endaweni efanayo, ekhiqizwa yizimboni eziningana futhi babe ukufeza izinhloso ezehlukene. Kunezimo lapho range yomkhiqizo imelelwa imikhiqizo nomkhiqizi eyodwa, isibonelo, ezitolo okudayisa.

Ukuze ezahlukene eziyisisekelo, umgamu wawo kanye nesakhiwo oluthinta ngqo nezinto ezifana zabathengi isidingo, Dynamics yayo kanye izitayela.

Imikhiqizo zasezindaweni ezihlukahlukene, ezihlongozwayo emakethe ukuhlangabezana nezidingo okufanayo, ngokuthi emgqeni umthengi lezimpahla. Kwale mikhiqizo kungehluka ku nemingcele ngazinye noma intengo.

Kuyini nobubanzi izimpahla

Leli gama libhekene yokuthi indlela zinhlobo bakheké ngokuphelele isukela imikhiqizo ukuhlangabezana nokulindelwe ngamakhasimende kanye nezidingo amaklayenti. Kususelwa kanjani ungakwazi ukuchaza ububanzi kwezimpahla, ukuhlukanisa assortments:

• elula;
• kulokulukhuni
• iqembu;
• efakwe;
• ezihlobene;
• okuxubile.

Zonke lezi zinhlobo ezahlukene, izici zabo ezihlukile izici zichazwe ngokuningiliziwe ngezansi.

Izimpawu uhla subgroups

Uma into sithunyelwa ngumkhiqizi noma siseyingqayizivele kwezohwebo, kungenziwa labizwa ngenani okungenani izinhlamvu (ezintathu), ubizwa ngokuthi elula. Lenchazelo kulotshwe izivakashi. Ziningi izitolo, zikhetha ukuqaliswa FMCG, kuthiwa ukubhejela ububanzi. Izinhlobo isukela lincike ezingeni engenayo amakhasimende.

Abadayisi akha lolu hlobo ububanzi, ekubaleni amakhasimende ukuthola iholo eliphansi futhi babe amabhizinisi abo ezindaweni zabo zokuhlala. Isibonelo esitolo emzaneni ukuthengisa isinkwa.

Esimweni lapho ngezigaba zingenziwa izibonakaliso ezingaphezu, khuluma mayelana ububanzi eziyinkimbinkimbi. Imihlobo ehlukeneko abathengisi ezinkulu (nezitolo ezinkulu, Hypermarkets), kanye tekusabalalisa ukudala ezahlukene zalolu hlobo.

A ezihlukahlukene umkhiqizo uhla

Ububanzi lakhulisiwe imikhiqizo is kuhlangene ngu esivamile noma usethe izici. Ngokuvamile, lezi izimpawu eziphathelene ukusebenza noma ngenjongo nomphakathi. Ngesisekelo close ifomu-uhla uhlaka lwenhlangano.

Lapho ezahlukene imikhiqizo kuhlanganisa inqwaba zinhlobo, ibizwa ngokuthi zenzeka. Le mikhiqizo Range zenzeka ezitolo ezikhethekile. Lapha, umdayisi inikeza ezihlukahlukene brand, sub-ngamaqembu futhi izinhlobo zezimpahla, izinhlobo zazo kanye namagama. Isici senhlobo enwetshiwe kuba inani elincani amaqembu, elihlanganiswa izimpahla ezifanayo.

Izici eseduze nezomthengisi jikelele

ububanzi concomitant - kukhona izimpahla, ogama imisebenzi ezihlobene osizayo, okungukuthi, ukudayiswa yabo akuyona Umthombo oyinhloko wemali kwenhlangano. Isibonelo salolu hlobo inhlangano umsebenzi zokuhweba - khona insipho neminye zasendlini izimpahla esitolo zokudla.

Ububanzi uhlobo okuxubile has ezihlukahlukene esikhulu kakhulu imikhiqizo nenjongo ehlukene obusebenzayo. Le ndlela isetshenziswa izitolo ukunikela kokubili ukudla kanye non-ukudla imikhiqizo.

Ezinye izinhlobo senhlobo

Okuningi ngezigaba enemininingwane ihlukanisa izigaba eziningana, okuyinto zihlukaniswe ezahlukene. Izinhlobo isukela, kusekelwe eqinisweni kahle kangakanani nezimfuneko, imi kanje:

• Rational - e imikhiqizo yayo nohlaka ahlinzekwa ukuthi zenzelwe alukwazi ukuhlangabezana abathengi, okuyinto enomthelela ifeze yenkampani.
• Kahle - I-lasungulwa kukhona imikhiqizo ezidingekayo ukuthi ngeke nje ukuhlangabezana nezidingo umthengi, kodwa futhi kuyoba usizo kubo. Imininingwane yalolu hlobo okunezinhlobonhlobo eqinisweni lokuthi umklamo izindleko, ukukhiqizwa nokudayiswa kwemikhiqizo zalo kuyehla kube sezingeni eliphansi. Izinto eziphathelene uhla elikhulu, kuba ukuncintisana kakhulu.

Kuye ngalokho izidingo iklanyelwe ukuhlangabezana uhla, ibizwa ngokuthi:

• real;
• nkomoni.

Eyokuqala libhekene yokuthi izimpahla ezidingekayo ayatholakala kusukela umenzi noma inhlangano ukuhweba.

Eyesibili uhlu imikhiqizo ezokwenza ukwanelisa okwamanje sekukhona (beqonda) udinga.

Ibanga kanye igugu izimpahla

Inhlalakahle kwanoma iyiphi inkampani kuncike ngalo ihlangabezana izithakazelo umkhiqizo umthengi. Demand kuthonywa nezici eziningana, ezihlanganisa izimo zenhlalo yomphakathi nezomnotho, ukubalwa kwabantu, commercial futhi izikhungo, kuzwelonke, kanye ngezikhathi ezithile umthelela wezindlela.

Indlela enhle ukugcina ubuqotho amakhasimende njalo futhi uwine i-akhawunti entsha kubhekwa ukulungiswa ukunwetshwa ububanzi. Ngakho, ngesisekelo imikhiqizo emisha kanjani, bahlukene zibe amaqembu ezilandelayo:

1. entsha ngokuphelele.
2. Ukuthuthukiswa zabhekana.
3. Kushintshwe.
4. Umkhiqizo emakethe eseyintsha.

Kuyadingeka ukuhlukanisa welithi "olwesimanje" kanye nemikhiqizo "Ushintshe". Isibuyekezo umkhiqizo ubhekwa the sesimanje bese ushintshe izakhiwo zalo noma ukumisa omunye esikhundleni sabo - lena ukuguqulwa. Ngaphezu kwalokho, isimo lapho umkhiqizo omusha uyaphuma, futhi ziyaqhubeka zithela yisikhathi, kubhekwa njengento kwamangqamuzana.