Igama lomkhiqizo - Iyini?

emakethe umthengi kuhlangene ngokungenakuhlukaniswa amathekhiniki ukumaketha kanye nokukhangisa ezivumela brand ukuthuthukisa imikhiqizo yabo ngendlela ephumelela kakhudlwana. Namuhla kunzima ukuthola indoda ezisemadolobheni ababengezanga libizwa i-brand ambalwa kusuka ezindaweni ezahlukene emakethe umthengi. Ngaphezu kwalokho, abathengi asebenzayo cishe nawe ukhombe omuhle izinga lemikhiqizo ye nomkhiqizi ethile. Zonke lokhu kuwumphumela ukusetshenziswa marketing amathuluzi, okuncike yokubeka uphawu. Lena iqoqo amathuluzi kanye namasu ukuthi sinqophe ekungezeleleni ukufunwa umkhiqizo uhlobo oluthile. Ngokuvamile, le nqubo yenziwa izinkampani ezinkulu ezisebenza emakethe umthengi global, kodwa kunezinye izindawo ukusetshenziswa kwalezi ubuchwepheshe, okuyinto yenzelwa kumiswa umfanekiso into zentengiso.

ulwazi olujwayelekile mayelana yokubeka uphawu

Ngaphansi brand name umenzi, okuyinto waziphatha ukukhiqizwa kwezimpahla ezithile ngokuvamile libhekisela ngqo. Kodwa lokhu akulona ngempela kuyiqiniso. Lokhu kuhlobana umbono ofanele kunayo brand. Futhi, sokubekisa - kuyinqubo lapho e izethameli eziqondiwe kwakheka umfanekiso othile into. Conception umgomo - sinzima ukuze lelisu izimfanelo ezinhle futhi izici umkhiqizo evumela izinkampani ukuze uye phambili ngokumelene mncintiswano.

Ngokwesibonelo, uma kuziwa izimoto, abezimakethe e ekwakheli babusekelwe ezimfanelweni ezifana ukuthembeka, ukuphepha, induduzo kanye kalula ukusebenza. Lezi zimo zokuma kufanele ohlangane umthengi ephethe brand lesitsite. Kufanele kuqondwe ukuthi amehlo yokubeka uphawu umthengi - kuyindlela yokuqaphela umkhiqizo. Kusobala ukuthi inqubo Ukukhetha umkhiqizo ezahlukene umthengi kufanele aqondiswe ulwazi sipho. Ngenxa yalokho, kwasekuqaleni kukhona imizwa futhi izinhlangano kwakhiwa yokubeka uphawu.

Izinhloso kanye nezinhloso yokubeka uphawu

Ezimweni eziningi, imikhiqizo ihlose ukwandisa yokuthengisa. Lokhu kufezwa ngokwandisa isithakazelo umkhiqizo futhi, okubaluleke kakhulu, umfanekiso evumayo of sha. Namuhla, bayanda ngaphansi kwegama elilodwa le-brand, izimpahla ezimbalwa. Ngokwesibonelo, CAT US-based, onguchwepheshe ukukhiqizwa ukwakhiwa imishini, idluliselwe amalungelo okusebenzisa umkhiqizo wakho nomkhiqizi elaziwayo elincane British eselula. Ngenxa yalokho, emakethe uvele CAT ifoni, lihlotshaniswa ukusebenza eliphezulu kanye nokwethembeka. Kodwa, njengoba sekushiwo, akusiyo njalo indlela ezinjalo ukukhuthazwa kuhloswe ncamashi yimpumelelo kwezohwebo. Ikakhulukazi, izindawo yokubeka uphawu ingaqondiswa ekwakheni umfanekiso evumayo phakathi bendawo. Ngenxa yale njongo ingasetshenziswa okufanayo marketing amathuluzi njengoba emakethe umthengi.

Izigaba ekwakheli

Iqala nge imisebenzi kohlaziyo okuhloswe ngazo ekutadisheni emakethe futhi nezithameli. Uma uhlela ukuthuthukisa imikhiqizo ekhona, ukutadisha ndawo ekuyo okwamanje ingxenye. Lokhu kulandelwa ukuhlela, phakathi kwesikhathi lapho zavela izici ezibalulekile sha, kanye isu lokuphatha ithuthukiswe. Khona-ke ochwepheshe ukwakha simiso ungubani lwamazwi ezibukwayo, nesithombe.

Ngakho, uma yokubeka uphawu isakhiwa izindawo endaweni yokungcebeleka ke kwasekuqaleni ngizoya izici ezifana kugcineke, ingqalasizinda, ephilayo ukhululekile, nokunye. D. Ukuze ngilethe iphakethe owasungulwa izakhiwo qualitative of khetha izethameli eziqondiwe, ukusetshenziswa ukukhuthazwa izimali. Kulesi sigaba, iziteshi zifakiwe ukuze ukumaketha nokuxhumana, esekelwe ezakhiwe ubuhlobo obuqinile phakathi umthengi kanye nomkhiqizo.

sokubekisa ubuchwepheshe

Kuye ingxenye emakethe nemibandela yokuthengisa amasu yokubeka uphawu ezahlukene zingasetshenziswa. Ukufaka jikelele zokuxhumana kanye nokwaziswa amathuluzi, okuyizinto isisekelo ukukhuthazwa kwezimpahla uquqaba. Kukhona futhi izindlela ezikhethekile ngaphezulu esetshenziswa abakhangisi. Ngakho, lomnini ubuchwepheshe ezidayiswayo ngokuvamile ukunikeza izinhlobo ezahlukene ukuqhathanisa nokuma. Esimweni sokuqala imikhiqizo kuqhathaniswa ne umkhiqizo endala isizukulwane esedlule, noma iminikelo yokuncintisana generalized.

Yiqiniso, ukuqhathanisa okunjalo kumelwe ashiye inzuzo zomkhiqizo bagqugquzela. Ngokuphathelene ukuma, kungangena ezihlukahlukene izimfanelo. Ngokwesibonelo, ukuma ngokuya intengo kwezimpahla kunqunywa okuqondene ephansi ekupheleni ingxenye, aphakathi nendawo, premium nokunye. D. Lokhu kusiza izinkinga zabathengi inqubo Ukukhetha, njengoba kalula ubonise umkhiqizo futhi le ndaba ukuze izidingo zakho.

Izimiso yokubeka uphawu

Ochwepheshe ukukhomba izimiso ezimbili eziyinhloko lapho emsebenzini wokwakha abakhangisi kulesi siqondiso. Lena ngokuyinhloko iziphakamiso ezifanele emakethe, okuyinto olunikezwa amalungu ayo. Isimiso sesibili kuhilela kuhambisana izici qualitative okulindelwe ukukhiqizwa futhi nezidingo emakethe mass. Empeleni, imikhiqizo kanye nobuchwepheshe achazwayo okugxile lezi zimiso. Futhi, kunemibono eminingi, owawuthi iqoqo izilungiselelo yasekuqaleni ekunyusweni akufanele kuphela ancike izidingo yomthengi, kodwa futhi zakwazi ukwenza lokho okulindelwe umphakathi wonkana.

Izici yokubeka uphawu Russian

Isimo emakethe yasekhaya kutjengisa lag lubonakale womsebenzi ukumaketha kusuka ezinkampanini zamazwe angaphandle. Ngakolunye uhlangothi, kunqunywa niche cishe ezingenalutho, lapho azikho brand ezinkulu isiRashiya, kodwa ngakolunye - amalungu amasha kudingeka abhekane ngempela umncintiswano sína ngesimo Brands angaphandle owaziwa futhi bawasakaza. Ngokuvamile, izici yokubeka uphawu eRussia ngenxa ukukhulumisana akukuhle nomthengi. Kodwa lokhu uyashintsha, kodwa uzitshela, naphezu ukubusa imidondoshiya global emakethe, umenzi ezifuywayo kunezinzuzo zako siqu. Okokuqala, ngenxa yokuthi Lokudabuka Russian ukuheha. Okwesibili, imikhiqizo efana ishibhile.

sokubekisa yesimanje

Okokuqala yokubeka uphawu ubuchwepheshe ngomqondo wesimanje yasetshenziswa Kudala-1930. Emashumini eminyaka kamuva, umqondo yokudala izithombe akukashintshi mayelana nomkhiqizo, kodwa ngcono amathuluzi ekuzuzeni lezi zinhloso. Namuhla ukuthuthukiswa yokubeka uphawu kusikisela ushintsho olukhulu. Ngokwesibonelo, kukhona izingxenye ecacile imikhiqizo, mnogomarochnost, kanye nokusetshenziswa ezibophayo kakhulu zokukhangisa ubuchwepheshe. Ngokusho kochwepheshe abaningi, esikhathini esizayo esiseduze kuzo zonke ingxenye yezimpahla kuyoba cishe esiyingqayizivele, okungukuthi, umthengi uzothola ukukhetha akuyona phakathi ezifanayo izinga umkhiqizo, futhi kungaba ngokushesha ukuthenga elihambela- nezimfuneko zawo.

isiphetho

Zokuphawula kubhekwe njengento amathuluzi ukumaketha noma eziyinkimbinkimbi ukukhangisa izindlela, kodwa akwanele ukuchaza isimo sawo. Namanje, imikhiqizo - kuba inqubo yokuthuthukisa amakhono ngeso lengqondo. Sebenzisa umphumela ungaba nganoma yikuphi ukuhleleka. Ngesizathu esihle yokubeka uphawu Ihlobene ngokuseduze izakhiwo ezifana isithombe nedumela. Enye into ukuthi e ekuhwebeni iletha izinzuzo enkulu, ngakho-ke kuvela emakethe ukuncintisana. Izindlela ezibalulekile nemigomo yeNhlangano umthengi izithombe abavamile ukushintsha indlela esikhathini esizayo esiseduze, kodwa izindlela zobuchwepheshe kulesi siqondiso nakanjani ukuthuthukisa.