Ukuphathwa Kokumaketha: Isihluthulelo Sempumelelo Emikhubeni Yebhizinisi Yanamuhla
Ukuphathwa kokumaketha kuyisifundo esihlola indlela izinkampani ezisebenzisa ngayo amathuluzi namasu okumaketha ahlukahlukene ukuze zithonye abathengi kanye nezimakethe zabo. Esimweni sebhizinisi sanamuhla esincintisanayo nesishintsha ngokushesha, ukuphathwa kokumaketha okuphumelelayo kuyisihluthulelo sokugcina ukuncintisana kanye nokufeza impumelelo yesikhathi eside. Lesi sihloko sizohlola ngokugcwele ukuphathwa kokumaketha, kusukela encazelweni yakho kanye nezici kuya ekusetshenzisweni kwayo kumongo webhizinisi wanamuhla.
Incazelo Yokuphathwa Kokumaketha
Ngokusho kukaPhilip Kotler, owaziwa njengoyise wokumaketha kwesimanje, ukuphathwa kokumaketha ubuciko nesayensi yokukhetha izimakethe eziqondiwe nokuthola, ukugcina, nokukhulisa amakhasimende ngokudala, ukuletha, nokuxhumana ngenani eliphakeme lamakhasimende. Le ncazelo ikhomba izingxenye ezintathu ezibalulekile okumele ziphathwe: ukukhethwa kwemakethe okuqondiwe, ukutholwa nokugcinwa kwamakhasimende, kanye nokudalwa kwenani.
Izici Zokuphathwa Kokumaketha
1. Ucwaningo Lwemakethe
Ucwaningo lwemakethe luyisinyathelo sokuqala esibalulekile kunoma yiliphi isu lokumaketha. Ucwaningo lwemakethe lusiza izinkampani ukuqonda izidingo zabathengi kanye nezifiso, izitayela zemakethe, izimo zokuncintisana, kanye nezinye izici zemvelo. Lolu lwazi lungatholakala ngokuhlola, izingxoxo, amaqembu okugxila, kanye nokuhlaziywa kwedatha yesibili njengemibiko yemboni kanye nezincwadi.
2. Ukuhlukaniswa Kwemakethe
Ukuhlukaniswa kwemakethe kuyinqubo yokuhlukanisa imakethe ebanzi ibe amaqembu amancane anezici ezifanayo. Izigaba zemakethe zingahlukaniswa ngokusekelwe ezicini zabantu, izindawo, ingqondo, kanye nokuziphatha. Ukuhlukaniswa kwezinkampani kuvumela izinkampani ukuthi zichaze ngokunembile imakethe yazo eziqondiwe futhi zidale izinhlelo zokumaketha ezisebenza kahle kakhulu.
3. Ukunquma Imakethe Eqondiwe
Ngemva kokuhlukaniswa, isinyathelo esilandelayo ukunquma ukuthi yiziphi izingxenye okufanele zisetshenziswe, ezaziwa ngokuthi imakethe eqondiwe. Ukunquma imakethe eqondiwe kuhilela ukuhlola ukukhanga kwengxenye ngayinye kanye nenzuzo engaba khona.
4. Ukubeka isikhundla
Ukubeka umkhiqizo endaweni ethile kuyinqubo yokubeka umkhiqizo noma uphawu ezingqondweni zabathengi ngendlela ewuhlukanisa nabancintisana nabo. Ukubeka umkhiqizo endaweni ethile ngempumelelo kudinga ukuqonda okujulile ngemibono yabathengi kanye nezinzuzo zokuncintisana zomkhiqizo wakho. Ithuluzi elivame ukusetshenziswa ekubekeni indawo yimephu yokuqonda.
5. Ingxube Yokumaketha
Ingxube yokumaketha iqukethe izinto ezine eziyinhloko ezivame ukubizwa ngokuthi ama-4P: Umkhiqizo, Intengo, Indawo, kanye Nokukhushulwa.
– Umkhiqizo: Ngokuphathelene nomklamo, izici, ikhwalithi, kanye nezinye izici ezahlukahlukene ezenza umkhiqizo ukhange kubathengi.
– Intengo: Nquma isu lentengo elihambisana nenani elibonwa ngabathengi futhi elincintisanayo emakethe.
– Ukusabalalisa: Ukunquma iziteshi zokusabalalisa ukuqinisekisa ukuthi imikhiqizo itholakala endaweni efanele ngesikhathi esifanele.
– Ukukhushulwa: Ukusebenzisa izindlela ezahlukene zokuxhumana njengokukhangisa, ukukhushulwa kokuthengisa, ubudlelwano bomphakathi, kanye nokumaketha kwedijithali ukudlulisa imiyalezo yomkhiqizo kubathengi.
6. Ukuqaliswa Nokulawulwa
Amasu okumaketha kumele asetshenziswe ngempumelelo ukuze kufezwe imigomo yawo. Ukuqaliswa kuhilela zonke izici zokusebenza, okuhlanganisa ukusatshalaliswa, ukukhushulwa, kanye nobudlelwano namakhasimende. Ngemva kokuqaliswa, isigaba sokuqapha siyaqhutshwa ukuqinisekisa ukuthi imisebenzi yokumaketha iyaqhubeka ngokwecebo kanye nokwenza izinguquko uma kudingeka.
Izicelo Zokuphathwa Kokumaketha Ebhizinisini Lanamuhla
I-Digital Marketing
Esikhathini sedijithali, ukumaketha kwedijithali kungenye yezindlela ezintsha zokuphatha ukumaketha. Ukumaketha kwedijithali kuhilela iziteshi ezahlukahlukene eziku-inthanethi njengezokuxhumana, i-imeyili, i-SEO (Ukuthuthukisa Injini Yokusesha), kanye ne-SEM (Ukumaketha Kwenjini Yokusesha) ukuze kufinyelelwe futhi kuxoxiswane nabathengi. Ukuba khona okuqinile ku-inthanethi kwenza izinkampani zifinyelele izithameli ezibanzi nezihlukahlukene.
Ukuphathwa Kwobudlelwane Nabathengi (CRM)
Ukuphathwa kobudlelwano namakhasimende (i-CRM) kungenye isici esibalulekile sokuphathwa kokumaketha kwanamuhla. I-CRM ihilela ukusebenzisa ubuchwepheshe namathuluzi ukuphatha ukusebenzisana kwenkampani namakhasimende amanje kanye namakhasimende angaba khona. I-CRM ihlose ukuthuthukisa ubudlelwano namakhasimende, ukuqonda kangcono izidingo zawo, nokwakha ukwethembeka okukhulu.
I-Data-Driven Marketing
Ngokuthuthuka kwezobuchwepheshe, i-big data isibe yingxenye ebalulekile yokuphathwa kokumaketha. Ukumaketha okuqhutshwa idatha kusebenzisa ukuhlaziywa kwedatha ukwenza izinqumo eziphumelelayo nezisebenzayo. Ngokuhlaziya amaphethini okuziphatha kwabathengi kanye nemikhuba yemakethe, izinkampani zingenza izibikezelo ezinembile kakhudlwana, zithuthukise imikhiqizo engcono, futhi ziqalise imikhankaso yokumaketha eqondiwe kakhudlwana.
Ukwakha Ibhrendi Nokwakha Ibhrendi
Ukwakha uphawu oluqinile kungenye yezindlela zokumaketha zesikhathi eside ezibaluleke kakhulu. Uphawu oluqinile lungandisa ukwethembeka kwamakhasimende futhi luhlukanise umkhiqizo kubancintisani. Ukwakha uphawu kuhilela ukuthuthukisa ubunikazi bophawu oluhlanganisa ilogo, umugqa wethegi, imibala, nezinye izinto ezibonakalayo ezihlala engqondweni yabathengi.
Ukusungula izinto ezintsha emikhiqizweni nasezinsizeni
Ukusungula izinto ezintsha kuyindlela eyodwa yokuhlala ubalulekile futhi uhola imakethe. Ukuphathwa kokumaketha kuhlanganisa okungaphezu nje kokukhushulwa, kodwa futhi nokuthuthukiswa kwemikhiqizo emisha kanye nokuthuthukiswa kwekhona. Ukusungula izinto ezintsha okuqhubekayo kunganikeza inani elengeziwe futhi kudonsele abathengi abasha.
Ucwaningo Lwesibonelo: Impumelelo ye-Starbucks Ekuphathweni Kokumaketha
I-Starbucks iyisibonelo esisodwa senkampani ephumelele ekuqaliseni ukuphathwa kokumaketha ngempumelelo enkulu. Bahlanganisa izinto ezahlukene zokumaketha ukuze bakhe uphawu oluqinile kanye nokwethembeka okuphezulu kwamakhasimende.
Ucwaningo Lwemakethe Nokuhlukaniswa
I-Starbucks yenze ucwaningo olunzulu lwemakethe ukuze iqonde ukuziphatha kwabathengi kanye nemikhuba yokuphuza ikhofi. Bahlukanise imakethe ibe ngamaqembu ahlukahlukene, njengabathandi bekhofi abaphambili, ochwepheshe abafuna indawo yokusebenza ekhululekile, kanye nabathengi abakhathalela impilo.
Ukunqunywa Kwethagethi Nokubekwa Kwayo
Ngokuqonda ingxenye yabo yemakethe, i-Starbucks yasungula imakethe yabo eyinhloko njengesigaba esiphakathi kuya kwesesiphezulu, esibeka phambili ikhwalithi kanye nokuhlangenwe nakho kwekhofi okuhlukile. Ukubeka i-Starbucks "endaweni yesithathu" - hhayi ekhaya, hhayi ehhovisi, kodwa endaweni yesithathu ekhululekile yokuxhumana nabantu nokusebenza - kube yisihluthulelo sempumelelo yabo.
Ingxube Yokumaketha
Imikhiqizo ye-Starbucks ayigcini nje ngekhofi, kodwa futhi imayelana nokuhlangenwe nakho. Iminikelo yabo ihlanganisa izinhlobo eziningi zeziphuzo ezisezingeni eliphezulu kanye nokudla. Amanani abo abonisa isimo sekhwalithi ephezulu semikhiqizo yabo. Ukusatshalaliswa kubanzi, kunezindawo zokuthengisa ezindaweni eziqondile kanye nokukhushulwa ngemidiya yezenhlalo, izinhlelo zokusebenza zeselula, kanye nezinhlelo zokwethembeka.
Ukusungula Izinto Ezintsha Nokubhrenda
I-Starbucks iyaqhubeka nokusungula izinto ezintsha ngokukhipha imikhiqizo emisha efana neziphuzo zesizini kanye nezinhlobo ze-vegan. Umkhiqizo oqinile uboniswa nangokuvumelana kwelogo yayo nombala oluhlaza ogqamile, kanye nokuthuthukiswa kwendaba yomkhiqizo ethinta imizwa.
Ukumaketha Okuqhutshwa Yidatha kanye ne-CRM
Ngohlelo lwayo lokusebenza lweselula kanye nohlelo lokwethembeka, i-Starbucks iqoqa idatha yokuziphatha kwabathengi eyisebenzisela ukwenza ngezifiso ukukhushulwa kanye nokunikezwa. Baphumelele ukudala ukuzibandakanya okuphezulu kwamakhasimende kanye nokwanda kwemvamisa yokuvakasha nge-CRM esebenzayo.
Isiphetho
Ukuphathwa kokumaketha kuyisici esibalulekile esinquma impumelelo noma ukwehluleka kwebhizinisi. Ngokuphatha ngempumelelo izinto ezifana nocwaningo lwemakethe, ukuhlukaniswa, ukubeka, ingxube yokumaketha, kanye nokusungula izinto ezintsha, izinkampani zingadala inani elikhulu kubathengi futhi zithole inzuzo yokuncintisana. Ukumaketha kwedijithali, i-CRM, kanye nokusetshenziswa kwe-big data kungenye yezindlela zakamuva okumele zithathwe ukuze kubhekane nokuguquguquka kwebhizinisi okuguquka njalo. Ngokuqonda nokusetshenziswa okufanele, ukuphathwa kokumaketha kungaba yinto ebalulekile ekuqondiseni inkampani empumelelweni yesikhathi eside.
