Uyazi ukuthi amasu okuthengisa? Esihlokweni esilandelayo sizokwethula lesi sihloko futhi sikuchazele konke odinga ukukwazi. Ungalahlekelwa yithuba!
Amasu Okuthengisa
Ezweni lanamuhla, izinkampani ziya ngokuya zidonsa kanzima ukwazisa umkhiqizo wazo ngendlela ephumelela kakhulu. Umzamo owenziwe izinkampani awukona nje ukwenza umkhiqizo wabo "ubukeke muhle" kodwa ube nomthelela omkhulu kuwe.
I-Las amasu okuthengisa esetshenziswa izinkampani kusukela ekunqumeni izethameli eziqondiwe ukuthi umkhiqizo uqondiswe ezinkundleni ezahlukene lapho kuzokhangiswa khona imikhiqizo ehlukene. Amasu okuthengisa anquma isinyathelo ngasinye okufanele usithathe phakathi nomkhankaso wokukhangisa.
Ayini amasu okuthengisa?
Amasu okumaketha ayizo zonke lezi ziqondiso noma izinqumo okufanele uzithathe ekuthengisweni komkhiqizo ukuze ugqame emakethe ngaphezu kwazo zonke izimbangi zawo. Lawa maqhinga ajwayele ukuhleleka kakhulu futhi awasebenzi ngendlela efanayo kuzo zonke izinkampani.
Izinkampani zivame ukuba nemikhiqizo eminingi, umkhiqizo ngamunye unezithameli eziqondiwe, futhi indlela umkhiqizo othengiswa ngayo kulezo zethameli ihlukile kunanoma yiziphi ezinye izethameli. Manje, uma sekutholakala izethameli eziqondiwe, kunezindlela eziningi zokuthengisa umkhiqizo ofanayo.
Kodwa-ke, njengoba sishilo ephuzwini eledlule, izinkampani ezinemikhiqizo eminingi kufanele zinqume ukuthi iyiphi yazo enenzuzo enkulu futhi engase ingadayiswa. Ukumaketha kuhlose ukukhiqiza umhlahlandlela lapho amaphrojekthi nemikhiqizo ingabekwa phambili ukuze kuzuzwe izinjongo zentengiso zenkampani.
Ngakho-ke, uma sikhuluma ngamasu okuthengisa, asibhekiseli ochungechungeni lwezinyathelo eziklanywe ngaphambili noma iresiphi eyisimangaliso. Amasu okuthengisa abandakanya inqubo ende neyinkimbinkimbi ehlola zonke izici ezihlanganisa ukuthengiswa komkhiqizo emakethe.
Uma ufuna ulwazi olwengeziwe mayelana namasu okuthengisa, sikumema ukuthi ubukele ividiyo elandelayo:
Ukubaluleka kwamasu okuthengisa
Amasu okumaketha anquma indlela engcono kakhulu ongayithatha ukuze ufeze izinjongo zebhizinisi zenkampani. Ngalawa maqhinga, izici eziningi zokwethulwa, iziteshi, nemikhiqizo ziyahlolwa ukuze kuthathwe isinqumo sendlela esebenza kahle kakhulu yokuzibeka emakethe.
Zicabange usendaweni A futhi udinga ukubamba indiza ukuze ufike ngokushesha endaweni B. Nokho, esikhundleni sokuba uhambo olulula oluqondile kugcina kuyi-odyssey kwezinye izikhombisi-ndlela ezingase (noma zingenzeki) zifinyelele endaweni ethi B, Lokhu isibonelo sibonisa ngokunembile isidingo samasu okumaketha ezinkampani.
Iphuzu A iphuzu lapho inkampani ingokoqobo, kuyilapho iphuzu B kuwumgomo inkampani efuna ukuwufinyelela; udinga uhlelo lokusuka ku-A uye ku-B. Izindiza eziningi zizama ukufika entanjeni kuqala, izinkampani eziningi ziyazabalaza ukuze ziye phambili.
Ngaphandle kwesu elilungile, indiza ingase ihambe indlela engafanele, okungasho ukulahlekelwa izinsiza ezibalulekile njengesikhathi nemali, kanye nokuba kude kakhulu kunendawo yokuqala. Amasu okuthengisa aba imephu eqondisa indiza lapho iya khona futhi, ngenxa yalokho, uhambo ngokuvamile luba nezixhumanisi ezifanele nezinemba okufanele zithathwe ukuze kufinyelelwe umgomo.
Imiphumela yokuthatha amasu okuthengisa
Ukwenza yonke inqubo yokukhetha indlela yokumaketha bese uyayisebenzisa kungaletha izinzuzo ezinkulu enkampanini. Ukuqala ngokulungiswa nokukhula kwenkampani, ngaphezu kokwandisa ukuthengisa nokuzigcina ngokuhamba kwesikhathi.
Ngakolunye uhlangothi, ngokusebenzisa amasu afanelekile, inkampani kanye nomkhiqizo bazokwazi ukugqama emncintiswaneni, ngaphezu kokuqala ukwakha umkhiqizo ezingqondweni zamakhasimende. Ngokufanayo, ukulandela indlela ebekwe amasu okumaketha kuba nomthelela omuhle ekwanelisekeni kwezidingo zamakhasimende kanye nokulindelweyo.
Amasu okuthengisa asiza ukwakha ukuxhumana okuqinile phakathi komkhiqizo nabathengi. Njengoba uhlobo lwakhiwe emiqondweni yabantu, ukuhlaziya okungena kumasu kuzophinde kucacise ukuthi amakhasimende akho afanelekile afunani.
Amasu okuthengisa ahloselwe ukusondeza inkampani eduze nezinjongo zayo ngendlela ephumelelayo. Ngakho-ke, ngokuthatha uhlelo lokusebenza olufanele, inkampani izoba seduze nokuhlangabezana nezinjongo zayo njengoba ikhula futhi ithuthuka emakethe.
Izinyathelo zokwakha izindlela zokumaketha
Ukwakha amasu okumaketha kunezinyathelo eziningi, izinto eziningi okufanele zihlolwe, kuyinqubo eyinkimbinkimbi. Nokho, kunezinyathelo ezi-4 ezidingekayo ukuze wenze isu elingafanelana nesimo sakho esithile.
Isinyathelo 1- Ukuxilongwa nokuhlaziya
Okokuqala nokubaluleke kakhulu kukho konke ukwenza ukuxilongwa, okungukuthi, kuyadingeka ukuhlola nokuhlaziya kokubili izakhi zangaphakathi nezangaphandle zenkampani. Konke okwenzeka ngaphakathi nangaphandle enkampanini kunomthelela ekuthengisweni komkhiqizo futhi, ngakho-ke, kuthonya isu elidingekayo lokuthuthukisa imiphumela nokufeza izinjongo.
Njengoba kudingekile ukuba nokuhlaziywa kwangaphambilini, kuzodingeka ukuthi kucatshangelwe ikakhulukazi izici ezifana namandla nobuthakathaka, ngaphezu kwezingxabano ezingase zibe khona enkampanini. Lokhu kusho ukuhlola izici ezivelele zangaphakathi zenkampani ngokuqondile ngoba imikhiqizo ethengiswa phesheya iphuma ngaphakathi.
Uma izici zangaphakathi zenkampani sezihloliwe, sekuyisikhathi sokubeka ingilazi yokukhulisa futhi uhlaziye izici zangaphandle. Kusukela emikhiqizweni yomncintiswano kuya kuzithameli eziqondiwe onazo, lezi zici ziyadingeka ukuze kunqunywe amasu okugqamisa umkhiqizo emakethe.
Lokhu kuxilongwa kuzokunikeza ulwazi oludingekayo mayelana neqiniso lakho, okuhlanganisa izici eziyisisekelo ezixhaphazayo, noma ezithuthukayo kuyilapho kukhombisa amathuba nezinsongo ezingaphandle. Inhloso yokuxilonga iwukuqala ngesisekelo esiqinile sesimo, ukwazi mathupha indawo inkampani ehamba kuyo, uqede noma yikuphi ukucatshangelwa.
Isinyathelo sesi-2 - Isizukulwane Somgomo
Isinyathelo esilandelayo okufanele usithathe siwukwenza izinjongo ozozifeza ngomkhankaso wokumaketha noma iphrojekthi. Njengoba kushiwo ngokubaluleka kwamasu, asebenza njengebalazwe elikuthatha lisuka ku-A leqiniso lakho likuyise endaweni engu-B, isimo esifanele.
Nokho, ngaphambi kokudala imephu kuyadingeka ukwazi ukuthi yiliphi iphuzu B ofuna ukufinyelela kulo. Izinjongo zisebenza njengesiqondiso lapho umsebenzi wamasu okumaketha uzoqondiswa khona.
Kudingekile ukukhawulela ukuthi akwenzeki ukusetha noma iyiphi inhloso ukuze kube yindawo efanelekile inkampani efuna ukufinyelela kuyo. Izinjongo akumele zibe izifiso noma izinhloso zenkampani kuphela, ezingahumusheka zibe izinjongo ezingahambisani nobunikazi benkampani, noma ezingagcina zingafinyeleleki.
Imigomo ehlakaniphile
Indlela yezinhloso kumele yenziwe ngendlela ekhaliphile, ehlelekile futhi enenqubo ngoba iyingcezu esemqoka. Ngakho-ke, kungasiza kakhulu ukuthatha isifinyezo ngesiNgisi SMART (Intelligent) ukusiza ukukhiqiza umhlahlandlela oqondisa indlela yezinjongo ezisebenzayo.
S – Specific
Izinjongo kumele zicace futhi zicace ngokuya ngesenzo esizibandakanyayo. Ngakho-ke, lokhu kusho ukugwema ukusetshenziswa kwezinkulumo ezingacacile emagameni anjengokuthi “Ukwazi okuthandwa ngabathengi”, yilokhu okushiwo ukucacisa.
M – Kuyalinganiseka
Ukugcwaliseka kwezinjongo kumele kwethule umlingiswa olinganisekayo noqinisekiswayo ngochungechunge lwezinkomba ezingabuyekezwa uma iphrojekthi yokumaketha isiphelile. Ukwenza lokhu kusiza ukuveza ngokucacile ukuthi izinjongo zifeziwe noma cha.
A – Kuyafezeka
Izinjongo kufanele zibe ngokoqobo, ezisekelwe eqinisweni lenkampani futhi, ngalokho, zifezeke. Izinjongo ezibekwe ezinhlosweni zivame ukwethula imiphumela engenakwenzeka njengokuthi "Khuphula ukuthengisa ngo-150%", izinjongo kufanele zigxile eqinisweni lenkampani.
R – Kuyafaneleka
Izinjongo kumele ziqondiswe ekugcwaliseni ubunikazi benkampani. Kubalulekile ukuthi lezi zinhloso zihambisane nenhloso kanye nombono wenkampani, ngale ndlela izobe iphelele.
T – Ngesikhathi
Izinjongo azikwazi ukuba nesikhathi esinqunyiwe, zidinga ukuba nosuku oluqondiwe okungahlangatshezwana nalo. Kufakazelwa ukuthi, ezimweni eziningi, imigomo engenawo umnqamulajuqu ayifinyelelwa.
Ngokusobala lokho, manje usungakwazi ukubheka isibonelo somgomo we-SMART owenziwe: Khulisa ukuthengiswa komkhiqizo "X" ngo-25% ngokuhlobene nesikhathi sangaphambilini esikhathini esiyizinyanga eziyi-9.
Le nhloso iqondile, njengoba ikhomba ngqo lokho okumele kwenziwe kanye nalokho okuzozuzwa, iyalinganiseka ngoba ibeka inkomba eqinisekiswayo ukuze kufezeke inhloso. Ngakolunye uhlangothi, alethi umphumela omkhulu, kodwa kunalokho igxile eqinisweni lenkampani, futhi icabangela ubunikazi bayo futhi, ekugcineni, ibeka umnqamulajuqu lapho le nhloso kufanele ilunge.
Akufani ukukhiqiza isu lapho inhloso kuwukwakha isibopho neklayenti, kunokwakha isu lapho inhloso kuwukukhuphula ukuthengisa. Ukuxilongwa kudonsa iphuzu A, izinjongo zidonsa iphuzu B.
Isinyathelo sesi-3 – Ukwakhiwa kwesu
Uma isimo sangempela senkampani sesicacile futhi izinhloso zibekwe ngendlela efanele, yisikhathi sokuklama indlela yokufeza lezi zinhloso, okungukuthi, yisikhathi sokudala umgwaqo. Kuleli qophelo sekuyisikhathi sokwenza amaqhinga afanelekile ukuze kuzuzwe izinjongo zokumaketha ezihlongoziwe.
Isinyathelo sesi-4 - Setha inqubekelaphambili
Uma zonke izinyathelo zangaphambili seziqediwe, sekuyisikhathi sokuqala ukubeka ingqopha-mlando noma imigomo emincane ukukala inqubekelaphambili eqhubekayo yezinjongo. Ngalawa mamaki kuyenzeka kubhekwe isivinini umphumela wephrojekthi okhula ngaso, kungaba mubi noma omuhle.
Kubalulekile ukuqapha njalo ukuqhubeka kwezinhloso zephrojekthi yokumaketha. Ngalokhu kulawulwa njalo kungenzeka ukuqapha inqubekelaphambili noma ukubambezeleka okutholiwe futhi, ngenxa yalokho, kwenziwe izinqumo ezifanele ukulungisa noma ukukhuthaza izinqubo.
Izinhlobo zamasu okuthengisa
Kunezinhlobo eziningi zamaqhinga okumaketha angasetshenziswa kumaphrojekthi futhi lapha sizobuyekeza amanye nje amaningi ongawasebenzisa ukufeza izinjongo zokumaketha. Ukusetshenziswa kweqhinga lokumaketha elilodwa noma amaningana kuboniswa ngenxa yezinkombandlela ezishiwo ngaphambilini kanye namandla enkampani.
amasu brand positioning
Leli su lokumaketha lifuna ukuzuza ukuma okuhle kwebhrendi ngenhloso eyinhloko yokuba ukukhetha kokuqala kwabathengi emakethe. Ngalokhu, kubalulekile ukucabangela izici ezifana nezidingo zamakhasimende, ucwaningo lwemakethe, ukuqashelwa kwabathengi noma isilinganiso samanani emakethe.
amasu okuhlukanisa
Ngalelisu lokumaketha uyakwazi ukukhetha noma, njengoba igama lakho likhombisa, ukuhlukanisa, imakethe lapho kuzogxilwa khona. Kulesi sigaba singathola izigaba ezi-3: Okukhulu, okuhlukanisiwe nokugxilile.
Ekukhangiseni ngobuningi, izinkampani zizama ukufinyelela amakhasimende amaningi ngangokunokwenzeka emakethe, okunganconywa kakhulu. Ngakolunye uhlangothi, ukumaketha okuhlukene kuzama ukwenza into efanayo, kodwa ngamasu ahlukene eqenjini ngalinye labantu (intsha, abadala).
Okokugcina, ukumaketha okugxilile kudinga kuphela ukugxila engxenyeni yemakethe, futhi kuqondise imizamo yomkhiqizo kuyo ngendlela egxilile. Lesi sakamuva singelinye lamasu angcono kakhulu amabhizinisi amancane angawasebenzisa.
amasu ephothifoliyo
Ngaleli su, kuhloswe ngayo ukunquma ukuthi yimiphi imikhiqizo noma izinsiza ezinikezwayo ezingasebenza enkampanini. Inkampani ingaba nemikhiqizo eminingi, kodwa lokho akusho ukuthi yonke ithengiswa ngendlela efanayo.
Umkhiqizo ungaba nokutshalwa kwezimali okukhulu, kodwa inzuzo encane kakhulu, ngakho-ke, leli su lisebenza ukubeka phambili kukhathalogi yemikhiqizo namasevisi anikezwa lawo asebenza ngaphezu kwalawo angasebenzi.
isu lokumaketha kwedijithali
Ngokumaketha okuqukethwe, sisebenzisa izinkundla ze-inthanethi ezidume kakhulu, ezifana nezinkundla zokuxhumana, ukuze siqale ukuzigcwalisa ngolwazi futhi sikhuthaze uhlobo noma umkhiqizo ohlinzekwayo.
Izithombe namavidiyo afakwe ezinkundleni zokuxhumana nakumasayithi afana nezinkundla zokuxhumana nakho kungaba yindlela enhle yokuthumela ulwazi mayelana nomkhiqizo. Ukwanda nokufinyelela emhlabeni jikelele kwe-inthanethi kwenza lelisu libe nenzuzo enkulu ekufinyeleleni izethameli zabantu abasha nabadala.
Isu lokumaketha abantu-kuya-abantu
Ngalelisu lokumaketha, sifuna ukuthuthukisa ikhwalithi yamasevisi nemikhiqizo ngendlela esezingeni eliphezulu. Kusukela kusevisi yamakhasimende, izinsiza noma umkhiqizo onikeziwe, ingxenye ngayinye yenqubo yokuthengisa inikeza izinga eliphezulu.
Lokhu kwenziwa ngenhloso yokugcina umthengi ejabule njengekhasimende lomkhiqizo ngesevisi enhle. Isu lokwethembeka kuhloswe ngalo ukuvimbela abathengi ukuthi bathuthele emncintiswaneni.
Ngokufanayo, ngokugcina ukuxhumana njalo nabathengi ngokusebenzisa izinkundla zokuxhumana, noma ukwenza ukukhushulwa njalo nezaphulelo, ubuhlobo obuhle bufinyelelwa.
Lokhu kungaholela ekutheni amakhasimende akho abe umthombo wakho oyinhloko wokuphromotha, okungukuthi, amakhasimende akho yiwo azisa futhi atuse umkhiqizo wakho kwabanye abantu. Zonke izinkampani zifuna ukuba nalo mphumela, noma kunjalo, kungenzeka kuphela ngekhwalithi, isevisi kanye nokwelashwa okuseduze.
Isu Lokuthengisa Lokuqukethwe
Ukumaketha okuqukethwe nakho kuqondiswe ekuthuthukisweni ngolwazi oluku-inthanethi, njengesu lokumaketha kwedijithali, kodwa kuqondiswe ngendlela ehlukile. Isu lokumaketha okuqukethwe liqukethe ukuphromotha umkhiqizo noma izinsiza ngenxa yokwakhiwa kwama-athikili kumabhulogi kanye nezingosi zokubhala, ngendlela efanayo, ezisiza ukukhuthaza umkhiqizo.
Kulolu hlobo lwesu, ukudalwa kwe-infographics eqondiswe kulawa mabhulogi kungaba izinketho ezinhle zokusabalalisa ulwazi. Ngaleli su lokumaketha, izindatshana ezihlobene namathrendi, imikhiqizo, izindaba noma izici zemikhiqizo noma amasevisi ngokuvamile ziyashicilelwa.
Uma usithandile lesi sihloko mayelana namasu okuthengisa futhi unentshisekelo yokwazi enye indlela yokuqala ibhizinisi lakho, sikumema ukuthi ufunde lesi sihloko esilandelayo: Inkokhelo ye-ethereum yamahhala Hlangana ne-faucet yamahhala ukuze uyikhiqize!.