Zvinyorwa zvekutengeserana nekutengesa Zvinhu
Vanyengeri vanoenda kumabasa makuru uye mari kuti vazive zita rechibereko kana basa ravo, kugadzira huzivi kana "mararamiro emhando" yezita, uye kuvimbisa kuti yakachengetedzwa zviri pamutemo. Nokuda kwehutano hwe franchise system, saka zvakakosha kuti franchisees ashandise trademark yakagamuchirwa (s) maererano zvakakwana nemitemo inoshandiswa yaFranchisor.
Kushandiswa zvisina kunaka kwezvinyorwa zvinogona kukuvadza chikwanganiso uye kunopisawo franchisee franchisee franchisee. Vanyengeri vanowanzopa mararamiro ekutengesera (semuenzaniso, logos) kune zvikwereti zvekodhidhi mune zvigadzirwa zvemagetsi pamwe nezvinodiwa kuti unyanzvi haugoni kudzokororwa kana kuchinjwa nenzira ipi zvayo.
Kazhinji, yakagadziridzwa mari inoshandiswa inopa franchisees nehuwandu hwekutengesa uye kugadzira zvinhu zvekugadziriswa kushandiswa kwefranchisee. Mune maitiro apo franchisees anogona kugadzira zvinhu zvavo, kugamuchirwa kubva kune franchisor inowanzodiwa zvisati zvashandiswa.
Franchisor Marketing
Vazhinji vanofambisa mari vane mazano akawanda ekutengeserana panzvimbo yekutengeserana kwenyika. Rurongwa rwenyika runowanzobatanidza kushambadzira kwekutengeserana, kutengeserana kuburikidza neterevhizheni neredhiyo, kutengesa kweIndaneti, hutano hwezvemagariro evanhu, hukama hwehukama, uye zvakananga mail maitiro saka, kuzivikanwa kwechiratidzo kunowanikwa zvakanyanya, uye franchisees vanobatsirwa kubva mune izvi zvakakodzera.
Sangano rekutsvaga sangano (iro rinonziwo brand fund) rinobatsira kubhadhara urongwa huno-yakawanda.
VaFranchisor vasingakwanisi kutengeserana pamunharaunda yenyika vanowanzopa rudiro rwevashandi vanofanira kutevera mukugadzirira hurongwa hwavo hwokudhinda panzvimbo yepamunharaunda.
Franchisee Marketing
Izvo zvinowanzoita kuti munhu awane mari yekutsvaga kuti atange "kutanga kuzarura" kana "kutengeswa kwemakethe" kutengesa, pamwe chete neurongwa hwekutsvaga kwegore negore, kuendeswa nefranchisee kuti agamuchirwe uye / kana kuti yakagadzikana pamwe chete ne franchisor. Nguva yekutengeswa kwemusika inotanga mavhiki mashoma isati yatanga kuzarura nzvimbo itsva yekutsvaga uye inogona kugara kwemwedzi mitanhatu mushure mekuvhara.
Mukuwedzera kune yekutsvaga kwekutengeserana kwenyika, vatengesi vanowanzobvumirwa kuita zvirongwa zvekutsvaga vemo panzvimbo yavo, mune dzimwe mishonga. Kubvumirwa kubva kune franchisor inowanzodiwa mushure mekuenderera mberi nepurogiramu yemunharaunda. VaFranchisor vakawanda vanovewo nekutengeserana uye kudiwa kwekutengeserana umo mutengesi anofanira kushandisa imwe yezana yekutengeserana kwavo kwekutengesa kunzvimbo yekutengeserana, uye kupa uchapupu hwekutengeserana kwakadaro kune franchisor gore negore.
Kutsvakurudza Mupikisano uye Kuziva Mutengi Wakatarirwa
Kuti ugadzire purogiramu inobudirira yekuzivisa nekusimudzira, unofanira kuita basa rako rechikoro.
Izvo zvinhu zviviri zvinokosha izvo zvichaita kuti urongwa hwako huve mukukwikwidza kwako uye nhamba yevanhu vako vanotarisa maitiro. Kune mibvunzo yakawanda yekupindura pamusoro pekutengeserana kwako.
- Ndiani ari kukwikwidza, uye vangani vakwikwidzana varipo munzvimbo yakatarwa?
Ndeapi mavhisi ehupi anopa, uye chii chavakagadzirisa?
Ndezvipi simba ravo uye utera hwavo?
Kutengesa kwako kukwikwidza kwako, uye nenzira ipi?
Ndeapi mavhengi ari munharaunda yako, uye aripi achibva kune- - somuenzaniso, pane nzvimbo huru dzekugara kana huru dzemabhizimisi kana mahofisi ehofisi ari pedyo?
Ndezvipi zvidikanwi zvinodiwa neboka rimwe nerimwe revatengi? Ndezvipi zvinowanzoshungurudza kune vatengi vako?
Kugadzira uye Kuita Sangano Rokutengeserana
Zvirongwa zvekutsvaga zvinogona kunge zvakaoma zvikuru, asi heino matanho ekutanga, uchiyeuka mupfungwa "5 Ps" yekutsvaga (chigadzirwa, nzvimbo, mutengo, kukurudzira, uye kuziviswa):
- Unganidza Mashoko
- Ronga purogiramu yacho
- Shandisai mushandirapamwe
- Ongorora uye uongorore zvawanikwa
Media Choices Kuti Ufunge
- Web-based advertising (kutsvaga injini yekutsvaga, kuratidza mitambo yekutengesa, tsvakurudzo yekutsvaga inobudisa mapeji peji)
- Tumira mail (mabhurocha, mapurisa)
- Kushambadzira kwezvemagariro evanhu (Facebook, Twitter, Google+, LinkedIn, Instagram, YouTube, Pinterest)
- Radio neTerevhizheni
- Dhinda (pepanhau zvinoshambadza, mabhizinesi emagazini)
- Kunze kwekutengesa (mabhodhi, mapepa)
- Kutengeswa kweGrassroots (kukurudzira kuendesa, kubatanidzwa mumagariro evanhu uye zviitiko zvorudo, kusungirirana, kutsigira zviitiko zvemukati)
- Promotions uye specials (makoni, cross-promotions)
Mharidzo paInternet uye Social Media
Nokuda kwekukurumidza iyo iyo mashoko pamusoro pe internet uye nhepfenyuro yevanhu vanogona kupararira, hazvisi zvisiri zvevashandi vehurumende kuti vashande zvakasimba pamusoro pehutano hwehutaneti nekushambadzira kwemashoko evanhu. Ma Franchisees anowanzobvumirwa mukugadzira mawebsite avo; panzvimbo pacho, vafrancisors vanobudisa pachena ruzivo rwefranchisee pane webhusaiti yefranchi. Kana mutengesi akabvumirwa kuumba webhusaiti yavo, inowanzotarisirwa kuisanangurira kunzvimbo huru.
Kuumba Vatengi Kuvimbika uye Kudzokorora
Shoko rakanaka-re-muromo kubva kune vatengi venyu ndeimwe yenzira dzakasimba dzekutengesa franchise yako. Zvakakosha kuti uchengetedze kuvimbika kwevabereki. Kuvimbika uye mapurogiramu zvinowanzoshanda zvakanaka. Kugadzirwa kwakakosha uye mapikoni uyewo nzira dzakakurumbira dzekuchengetedza kudzoka kwevatengi.
Pakupedzisira, kutumira nguva dzose kune chikamu chinokosha chekutengeserana. Zvirondedzero zvinogona kuchinjana pamwe chete nemamwe mabhizimisi emabhizimisi kana kuburikidza nevatengi varipo. Purogiramu inokurudzira nevatengi varipo vanotaura vatsva vatengi inzira imwe yakakurumbira yekuwana kutumira.