Marketing audit: izinto, inqubo isibonelo. indawo kwamabhuku

Marketing audit - lokhu ingenye izikhathi ezibalulekile ekuqhutshweni ngempumelelo yebhizinisi. Kungaba kwenziwe ngokwa noma ngosizo ochwepheshe ngaphandle.

Inchazelo

Marketing audit - umsebenzi nokuphatha okuhloswe ekuboneni amaphutha ohlelweni ukumaketha kanye inzuzo ehambisana nabo. Ngokusho imiphumela yokuhlolwa isu elilungile yakhiwe, futhi agcinwe wokubonisana ngalolu daba.

Marketing audit - ehlelekile, gqwa, inhloso, futhi okubaluleke - audit ezimele. Kuthinta hhayi kuphela imvelo yangaphakathi kodwa futhi yangaphandle. I isheke kungaba kwenziwe kokubili yinhlangano sisonke neminyango zayo ngazinye. Lo msebenzi uhlose kukhomba "netivimba" emkhakheni marketing, kanye ekubhaleni uhlelo ukubhekana nabo.

izimiso

Kokubili zangaphakathi nezangaphandle ukumaketha audit wenziwa ngokuhambisana nezimiso eziyisisekelo. Lokhu kuhlanganisa izinto ezilandelayo:

• Banzi. Ukucwaningwa akumele kubekelwe umgomo wokuhlaziya nezindaba eziyinkinga. Luhilela ukubuyekeza olunzulu yonke imisebenzi nokumaketha.
• Regularity. izenzo Audit kufanele kube lula futhi senziwe njalo. Kulesi uphethwe yini kufanele amboze hhayi kuphela ukwehlukana okwenzeka ngaphakathi, kodwa futhi imvelo.
• Ukuzibusa. Marketing audit kufanele sigcwaliswe ngendlela engenzeleli. Uma ucwaningo umgomo ezimele kungenzeki, ochwepheshe ngaphandle kufanele ihileleke.
• PERIODICITY. Ngokuvamile ukuphathwa ngeke ukuqalisa ukuhlolwa ukumaketha kuphela ngemva eziseceleni inzuzo baqale ukuncipha. Ukuvimbela obumbi, kwamabhuku kumele kwenziwe njalo ngezikhawu ezithile.

ucwaningo izindawo

Ngo inqubo yokuhlola ochwepheshe ibhekene amaqembu amabili izinkomba: labo okuyiwona bakwazi ukuthonya, nalabo kwamandla wokuphatha. Ngakho, izinto ukumaketha audit yilezi:

• yangaphakathi kanye imvelo yangaphandle;
• ukumaketha isu lenhlangano ;
• ukumaketha uhlelo ibhizinisi;
• uhlobo ukumaketha ukuphathwa inhlangano;
• ukusebenza kohlelo lwamanje phezu ibhizinisi sisonke kanye amayunithi zayo ngazinye.

Izigaba main

nenqubo yokuhlola ukumaketha kuhilela izinyathelo ezilandelanayo. Lezi zihlanganisa lokhu okulandelayo:

• isigaba Preparatory. Kulesi sigaba kukhona contact eqinile phakathi iklayenti kuqala futhi mabhuku. Ukuya ingxoxo zezikhathi abalulekile futhi pre-ukwelulekwa. Futhi, inhloko yomnyango bayakuziphatha ukuhlinzeka ukuhlolwa lonke ulwazi oludingekayo.
• Sifo. Umcwaningimabhuku ikhomba ngemaphuzu labalulekile kunawo mayelana nemisebenzi ukumaketha kanye scrutinizes kubo. ebuhlotsheni obase bukhona kakade, kanye nezinga ukuthobela imithetho noma okuhloswe okuhleliwe. Kuyaphawuleka ukuthi kulesi sigaba mabhuku ungakwazi ukwenza izinguquko enhlanganweni zomsebenzi kokuxoxa izisebenzi.
• Ukuhlela. Kulesi sigaba, uchwepheshe ifuna izixazululo elilungile. Basuke okuhlose offset ukulahlekelwa kusukela ukulahlekelwa inzuzo, kanye ukuvimbela izimo ezifanayo esikhathini esizayo.
• Isingeniso. Ngaphansi ekulungiseni nasekuthuleni imisebenzi kuhlelwe. Nokho, umcwaningi mabhuku kungathatha kule nqubo abathintekayo ngokuqondile noma isinyathelo kuphela indima sokweluleka.
• Isiphetho. Umcwaningimabhuku inikeza amakhasimende umbiko ogcwele ngemisebenti yayo imiphumela yokuqala izuzwe. Lemisebenti ingaphindze okuxoxiswene emathembeni nokubambisana olwengeziwe.

umsebenzi Iziqondiso audit

Ukucwaningwa nokumaketha le nkampani yenza ngezindlela eziningana abalulekile. Bangakwazi bachazwa futhi ngalendlela.

izingxenye audit

Marketing audit njengoba isisekelo ibhizinisi isu yimpumelelo kuhlanganisa eziningi izakhi. Khona-ke abakhululiwe ezisemqoka ezilandelayo:

• ukuhlaziywa zangaphandle ukumaketha imvelo (okugcizelela microenvironment, okubandakanya emakethe, izimbangi, ukusatshalaliswa kanye nezinye izinhlelo);
• ukuhlaziya ukumaketha isu (athuthukile uhlelo nezinga nokuqaliswa kwalo);
• yenhlangano isakhiwo ukuhlaziywa (umsebenzi ucwaningo iyunithi ngalinye ngokuhlukile, futhi ukunquma ukuthi kusebenza ubudlelwane phakathi kwabo);
• ukuhlaziywa qualitative we uhlelo lokumaketha (nokuhlinzekwa kolwazi, ukuphumelela ukuhlela, ukuphatha, izinhlangano, njll ...);
• ukuhlaziywa ambalwa of the system marketing (inzuzo maqondana izindleko imisebenzi marketing);
• ukuhlaziywa obusebenzayo (emakethe kanye nenqubomgomo zamanani, amashaneli okusakaza, ukukhangisa kanye nokusebenza zobudlelwano nomphakathi).

Emihle nemibi audit yangaphandle

Izimo zethu zihluke kakhulu ezivamile zangaphandle ukumaketha audit, okuyiwona ngokuvamile outsourced izinhlangano ezikhethekile. It libhekene izinzuzo ezilandelayo:

• khona olutheni emkhakheni;
• ukutholakala ulwazi olufanele ukuze enze izinqumo zokuphatha ngempumelelo;
• ulwazi olukhethekile lapho mabhuku ingadlulisela ukuphathwa inkampani.

Noma kunjalo, zikhona ezinye izici ezingezinhle agcwele kwamabhuku nokumaketha. Isevisi has nemiphumela ethile engathandeki ezinkulu:

• zibiza kakhulu Imisebenzi eprofetjhinali komcwaningi wamabhuku;
• ulwazi oluyimfihlo luwele ezandleni ochwepheshe-third party, kodwa ngoba kukhona ingozi ukuvuza.

Izici Lokucwaningwa

Yangaphakathi ukumaketha Ukucwaningwa kwamabhuku kubandakanya i Ukubuyekeza esizimele imizamo yenkampani siqu. Izinzuzo lo msebenzi izimfanelo elandelayo:

• abalulekile izindleko imali;
• imfihlo yokuhweba awakwazi ukudlula inhlangano;
• abasebenzi Inkampani ujwayelene imininingwane yomsebenzi wakhe, futhi ngenxa yalokho akudingeki ukuba uchithe isikhathi ukuqoqa ulwazi.

Noma kunjalo, ukumaketha izinkampani audit akuyona njalo kungenzeka ukuba afeze kwayona. Lokhu kungenxa ukukhubazeka okunjalo lolu hlobo lomsebenzi:

• abasebenzi Inkampani akuzona njalo inhloso ekuhloleni umsebenzi walo (lokhu kungadalwa imininingwane yalolu ubuhlobo nomnikazi wenkampani, noma isifiso ukufihla amaphutha abo);
• yokungabi nokuhlangenwe nakho nobungoti emkhakheni nokuhlola.

ISIBONELO ukumaketha audit

Ukuze uqonde ukuthi inqubo ukumaketha audit senzeka, kubalulekile silihlobanise isibonelo generalized. Ake sithi kukhona uhlobo izikhungo ukudla okusheshayo "Patty." Ngakho, ngaphambi kokuba mabhuku kufanele silwele ukuba bahlole isimo sangempela izindaba, kanye nokuthuthukisa izincomo isinyathelo esizayo.

Ngakho, uchwepheshe kungaba lokhu okulandelayo:

• Kwenta tinhlaka izici imisebenzi asetshenzisiwe ibhizinisi, okuyinto eqoqwe idatha elandelayo:
  • Kubiza self-isethulo;
  • kokuhlaziywa kwamathenda izinga zokuqhubekisa;
  • iziteshi zokusabalalisa yokukhangisa (indlela ulwazi sishiwo umthengi);
  • ekusunguleni ubudlelwane phakathi nenani ukukhangisa isabelomali kanye inzuzo ibhizinisi, okuholela sekubika.
• Ukuhlaziya idatha for igatsha ngalinye:
  • lula indawo;
  • ukuhlolwa wangaphandle izikhungo design;
  • ukusebenza ekamelweni lokudlela;
  • inhlangano okunengqondo zokusebenza kanye ukukhiqizwa izindawo.
• Isilinganiso ukusetshenziswa ukukhiqizwa umthamo isamba inzuzo:
  • cwaningo accounting ulwazi;
  • disaggregation emifushane ukulawula nezikhathi ukuze ukuhlaziya okuningiliziwe;
  • iyiqoqo isikhathi, okuzokwenza ukusetha izikhungo komkhawulokudonsa per unit isikhathi (isibalo sabantu, lemali isilinganiso isheke, uhla izimpahla ithengiswe);
  • kuhlola kwekusebenta kubukwe umthamo ukukhiqizwa;
  • ekubhaleni ithebula yedatha kohlaziyo etholwe ngokushayela ngefomu ezibukwayo.
• Ukwenza umbiko lapho ulwazi olulandelayo zizonikezwa:
  • isithombe umgomo echaza traffic for igatsha ngalinye;
  • ukuhlaziya ukufuneka into ngayinye ku ezahlukene ezikhungweni;
  • kwencazelo izinsuku esimatasa namahora amagatsha;
  • ngayinye amaphuzu kwamandla achazwayo iziphakamiso ukuthuthuka;
  • nokuhlola ukusebenza kwe-current ukumaketha uhlelo;
  • iziphetho ngokuthi ukusebenza zemicimbi zezimboni kanye izakhiwo zomphakathi.

Umphumela kwamabhuku kuyoba umbiko ogcwele kanye nenombolo izincomo esisebenzayo. Zonke lezi idatha zibhalwa ifomu madokumende alandelayo:

• ukuhlela imisebenzi marketing okuhloswe ngaso nokuqedwa amaphutha kanye ukuqhubeka okusheshayo izikhungo ukudla;
• isu lokwenza okuhloswe ngazo okwandisa permeability ngayinye amagatsha ngamunye;
• umbiko esigcwele ku-non-ukuhambisana izincomo zokuzisiza.

indawo kwamabhuku

With ukuthuthukiswa inqubekela-phambili yesayensi lwezobuchwepheshe kokuba nekhasi layo ku-intanethi kudingeka umgomo lenhlangano, okuhloswe ngaso impumelelo. Imigomo audit egazini kubaluleke njengokugwema ibhizinisi lonke. Leyo misebenzi bagxile ukuhlaziya isisetshenziswa ukuhlonza kanye kwamaphutha lesifanele, kanye nokulikhuthaza e izinjini. Ngakho, page kuhlaziywe web kuhlanganisa nganankha emaphuzu lalandzelako:

• Ukuhlaziya isakhiwo. It has ukuba oluhle kusukela iphuzu Ngenxa kuhlanganiswe ukwaziswa okutholakalayo, kanye nakho komsebenzisi. Ngaphezu kwalokho, leli phuzu kubalulekile nokuqhutshwa izinjini.
• Okuqukethwe cwaningo. Ukwaziswa okwethulwa kulesi siza kufanele kube lokufaneleka esisebenzayo umsebenzisi. Ngaphezu kwalokho, kumele ahluke.
• Ukusebenziseka. Isayithi kufanele yakhiwe okunengqondo futhi kuyaqondakala umsebenzisi. Ngaphezu kwalokho, kufanele sibe design nice.
• Ukuhlaziya engasho lutho. Okuqukethwe isayithi kufanele kube angukhiye samanje ehambelana imibuzo abasebenzisi 'ethandwayo izinjini. Nokho, umthombo akufanele ekhungethwe kubo.
• Ukuqinisekiswa kwe-meta tag. It azimisele ukungahlanganyeli kuphela phambi kwabo, kodwa futhi kuhambisana okuqukethwe kwesayithi.
• Ukuhlaziywa kwe-HTML-ikhodi. Okwenziwe yakhe ephelele Iphutha eliphakeme, kanye logic of ithegi ukubekwa. Lena enye yezinhlobo ezingu izinyathelo ezibalulekile kakhulu maqondana iqhakambisa kusayithi lakho.
• umsebenzi Server. Ukuthi lolusuku ephendula izicelo umsebenzisi.
• indawo kokuhlola ukuhambisana.

Kufanele kuqashelwe ukuthi ehloliwe yithuluzi Inthanethi - ke kudingeka umgomo ezimweni ezimakethe zanamuhla. Ngokusho imiphumela wembulani amaphutha ezinkulu, futhi iqhakambisa uhlelo ihlanganiswe. Nokho, kufanele inake ukuthi le nqubo kuba ngempela eqolo.

Isibonelo indawo kwamabhuku

Kunalokho inkimbinkimbi kuyinto audit ukumaketha isayithi. Isibonelo ucwaningo kungaholela inkampani kwakhiwa ezisekelwe. Le nqubo ihlanganisa izigaba ezilandelayo:

• Ukuhlaziya entry amaphuzu. Lawa emakhasini isayithi lapho umsebenzisi ungena, ngokulandela isixhumanisi kwimithombo wesithathu. Ngakho, ezimweni eziningi, umthwalo oyinhloko uwela ekhasini eliyinhloko. Kodwa ku ezifana izihloko ezibalulekile njengoba uhlu amasevisi noma intengo, abasebenzisi ezingavamile.
• ukuhluleka ukuhlaziywa. Ukuze ukwakha izifundo ingxenye esebenzayo akufanele idlule ku-40%. Isizathu esiyinhloko ukwehluleka - kuba traffic aqondiwe noma izinkinga lobuchwepheshe kusayithi.
• umqondo jikelele eklanywe ngokuhlakanipha ngayo. Ukuze ukwakhiwa amafemu kahle ukukhetha design hlangothi. Okokuqala, awusebenzi ezicezile bezibona ulwazi oluyisisekelo, kanti okwesibili, isikhathi eside abantu bahlale bemazi. Kuwufanele sokunaka amabhlogo ulwazi. Isayithi; ziyiswa idatha ebalulekile kuphela, futhi imuphi umbhalo extra ayivumelekile.
• Ukuhlaziya okuqukethwe futhi kufanele kwenziwe ikhasi yikhasi Ukusebenziseka. Inkolelo evamile iphutha ikhasi lasekhaya - iyona nokubekwa idatha ukuze ugcwalise isikhala. Imininingwane kufanele kube esisebenzayo. Esikhathini "Mayelana kithi" Kumelwe kube khona hhayi kuphela isethulo lenkampani, kodwa futhi imibhalo. Kunconywa ukuthi isihloko ngasinye upose isixhumanisi abavelele kwizinto Izikhungo Catalogue.
• Iphuzu ebalulekile iwukuba sihlaziye navigation kwalezi zinsiza. Kufanele kube okunengqondo nangokukhalipha eqondakalayo. Ngakho, ngokuvamile isakhiwo site umsebenzisi ephambanisa. Akwamukelekile ukudala ngodonga ezinamagama afanayo, noma okuqukethwe efanayo. Akwamukeleki nalapho kufaka ukubeka idatha ebalulekile lesibili imenyu ezingeni, ngoba cishe ingahambi abasebenzisi.

Ngemva kokuhlaziya isipiliyoni izilaleli Inthanethi, okulandelayo izincomo ukhiye ukuthi ukuthuthukisa izindawo izinkampani:

• Ukuyekwa kwezindlela imenyu eziyinkimbinkimbi futhi multi-level, okungase ukudida abathengi;
• ua kwimenyu enkulu kufanele kube ovundlile, iqinisekisa isebenze kahle kwekhasi isikhala;
• ekhasini eliyinhloko, kutuswa ukubeka imininingwane ebaluleke kakhulu (isibonelo, ezinye izinto ibhuku umkhiqizo, izipesheli);
• akudingekile ukuba lifake phakathi isixhumanisi esiya imenyu ifayela.

I eliyifa njalo phakathi nenqubo efana ehloliwe ukumaketha, luyimfuneko ekusebenzeni ngempumelelo ibhizinisi. Lo msebenzi kuyabaveza izikhala ngesikhathi futhi ulungise isu.