Ucwaningo Market. Izimakethe cwaningo lezimpahla

Ukuze uqalise, ukukhululwa imikhiqizo emisha, ukuze silondoloze isidingo ezinzile, kukhuphuke yokuthengisa inkampani kudingeka ulwazi mayelana ibhizinisi imvelo, encintisana abathengi. Injongo yocwaningo lwemakethe - ukuthola ulwazi elikhulu ngangokunokwenzeka mayelana izifundo kanye nezinjongo emakethe, iziphi izici zangaphandle kanye izitayela for ekuthathweni e ekukhiqizeni nokudayiswa kwezimpahla namasevisi.

Yikuphi izindawo zihlanganisa ukuhlaziya emakethe

Ukuze wenze isinqumo ngokuthi kungenzeka yini ukuba imikhiqizo emakethe noma amasevisi kudingeka sitadishe emakethe enemininingwane:

1. Ukunqunywa uhlobo yayo.
2. Ucwaningo isakhiwo emakethe.
3. isimo ukuhlaziywa.
4. Ukwabiwa target izingxenye.
5. Positioning.
6. Ukugxila yokuthengisa amavolumu.

Uma bengena emakethe uye ludlulile, inkampani isebenza ngempumelelo futhi yenza inzuzo, ucwaningo emakethe njalo namanje kunesidingo. Kungenzeka akuphelele, futhi zihlanganisa isithakazelo kuphela okwamanje ulwazi ezokwenza zingasheshe ziguge nokuqinisa isikhundla, ukuhlinzekela izinguquko kungenzeka funa.

Icacisa uhlobo emakethe futhi oyiyo

Ekuqaleni lolu cwaningo amasevisi emakethe noma imikhiqizo, kufanele sithole uhlobo emakethe:

• zendawo, zezwe noma jikelele lwamakheli;
• okunguye yedwa, oligopoly, kokuncintisana khulula;
• emakethe izimpahla, izinsiza, izinto zokusetshenziswa, ukusebenza, inhloko-dolobha, emisha, izibambiso;
• wholesale noma okudayisa.
• abathengi emakethe noma abakhiqizi; Esimweni sokuqala, isikhundla abathengi abangaphezu kuka nabathengisi, okwesibili - kunalokho;
• abathengi emakethe noma amabhizinisi (abathengi amafemu);
• avaliwe noma evulekile.

Ngaphezu ekutholeni uhlobo emakethe, futhi kuyadingeka okuchaza. Imakethe kungenzeka ekuthuthukiseni noma ezibolile, bugcine izimo zomthetho noma kwezomnotho.

Isinyathelo esilandelayo ukuhlonza isakhiwo emakethe, esigabeni sika-abathengi zibe izingxenye, ukutadisha namaqembu idinga. ucwaningo Market kulesigaba ihlose ukulungisa ulwazi ukuhlonza kumasegmenti ezikhanga kakhulu umkhiqizo noma isevisi.

wholesale ukuhlaziywa emakethe

ucwaningo Market kwezimpahla (amasevisi) ngempela kufaka hlangana ubujamo cwaningo. Lo msebenzi ukuze bona abuye ahlahlele:

• ukusebenza emakethe;
• elalihlala ezahlukene share izinkampani emakethe;
• izinkomba ukufunwa umkhiqizo noma umsebenzi;
• izinkomba ukunikeza, ukukhiqizwa;
• namanani entengo.

ukuhlolwa isimo akugcini ekutadisheni izici sangaphakathi emakethe. Ukuze ukumaketha kubalulekile ukuthola indlela izimo zizoshintsha. Ngakho-ke, ucwaningo lwemakethe lihlanganisa ukuhlaziya izici zangaphandle: zezombusazwe, isimo somnotho, amasiko nezenhlalo kuleli zwe, izitayela kwemave emhlaba etimakethe efanayo, ubuchwepheshe obusha, isimo emakethe yezabasebenzi, lomthetho.

Hlaziya umthelela izici zangaphandle kanye ngamandla abo kunzima kakhulu. Ngenxa yale njongo kubalulekile ukuchaza iqoqo izinkomba ezibalulekile kakhulu futhi ukuthi sibheke igalelo yabo emakethe ngaphansi cwaningo.

Ukuhlonza target izingxenye

Ngemva segmentation emakethe futhi ukuhlola imvelo yayo kufika isikhathi ukukhetha amaqembu wobudala abathengi. Kukhona isimo sokunquma sokunquma ukukhanga ingxenye ethize:

• ukushuba mncintiswano;
• adambise ukufinyelela ukuheha amakhasimende;
• kungenzeka ukuchayeka;
• usayizi ingxenye;
• ukufana leli qembu abathengi;
• izinga lokukhula inani abameleli ingxenye.

Target izingxenye kungenzeka eziningana. inkampani ngayinye ihlose ukwandisa yokuthengisa, kodwa kukhona umkhawulo zalokhu. Ukucacisa inombolo kahle izingxenye, okungase ukuhlinzekela ibhizinisi, zasebenzisa izindlela ezimbili ukuthuthukiswa emakethe:

1. indlela eqondile kuhilela nokuthuthukiswa ngeengaba zingxenye.
2. indlela ziyasakaza ukuzama ukuze balukhulume kahle lonke emakethe umkhiqizo noma isevisi kanye nokwenqaba alandelayo izingxenye unpromising.

ucwaningo Market kuhilela ukuhlaziywa njalo zingxenye ithuthukiswe amakhasimende ezingase zivele nesithakazelo kakade umkhiqizo kanye "izindawo" ezibalulwa kanjena ngokufanele.

ukuma

Ucwaningo of emakethe yokuthengisa ukuze kunqunywe ukuthi yiziphi inzuzo yokuncintisana noma kungenzeka umkhiqizo noma isevisi enikeziwe. Positioning kusho isidingo ukuba zibone indawo yazo emakethe, osuvele wawudayisa noma okufanayo impahla yayo ukuze imikhiqizo.

Ucwaningo, ukuhlaziywa kanye ukumaketha professional kunazo ayenzi izimpahla bahle ngokwengeziwe emehlweni umthengi, uma lungenayo ukuhlangabezana nezidingo zabo. Futhi siyakhula futhi siyashintsha, ngakho udinga zisuse lezi zinguquko, ukuqinisekisa ukuthi ukuncintisana umkhiqizo emakethe akulona kuncipha.

Positioning angaya kwelinye izinkomba ezimbili:

• Ukwanelisa niche market kabani izidingo kungukuthi kuyahlangatshezwana mncintiswano;
• bakwazi ukungena kwimakethe yokuphehla efanayo noma close kakhulu omunye izinzuzo mncintiswano.

Isibikezelo yokuthengisa

cwaningo emakethe Mkhiqizo kuyohlale kuntula uma ngingenaye belinganisa shaqa ukuthuthukiswa emakethe futhi yokuthengisa inkampani ethile. Lowo mbono liyisiqondiso izinqumo. I izidingo nezifiso abathengi, ukukhululwa imikhiqizo emisha emakethe, izenzo izimbangi ', iziphi izici zangaphandle - konke siyahamba njalo nokushintsha kwezimiso emakethe.

Uma isikhathi wenze hhayi umhlahlo hhayi kuthathwe izinqumo ezifanele, ucwaningo lezimakethe kuzoba yinto engenamsebenzi. Ngokuhamba kwesikhathi, futhi ohlelweni lwebhizinisi yenziwa ngokushesha 3 Isibikezelo: ayemakhulu amathemba ababenawo, cishe, futhi ngingenathemba. Ukuze isithombe esigcwele, ungakwazi ukufunda umthelela izici ezithile phezu izibalo umhlahlo. Ngokwesibonelo, uma siqinisa uhlelo yokuthengisa, kangakanani kuzothatha isikhathi nemali nokuthi kuyokusiza ukwandisa yokuthengisa inzuzo.

yokuthengisa Isibikezelo sokugcina ucwaningo lwemakethe kanye kusiza ukuhlela notshwala zezimali, izinqubo zokukhiqiza, imisebenzi marketing.