Misika Yakakodzera Yokugadzirisa Ichawedzera Kuvandudza Kwako
Chii Chinokosha Kuisa Pakugadzira?
Chinangwa chekugadziriswa kwekambani ndekuita kuti vatengi vako vaone mararamiro ako seakasiyana uye akakwirira.
Semuenzaniso, paunenge uchitsvaga yekuchenesa mabhedheni vakawanda vanhu vanofunga nezveTide se "kungoita zvakanakisisa pakuchenesa mbatya". Tichifunga kuti vanhu vazhinji vanofarira kusungirirana nemamwe mabhii kwemakore kana makumi emakore, kuisa pfungwa iyi yemuchina wako ndechimwe chezvigadzirwa zvebhizimisi kubudirira.
Nzira yekugadziriswa kwemakethe inofanira kuva chikamu chinokosha chechikamu chekutengeserana chebhizimisi rako rebhizimisi kana uchitanga bhizinesi . Nekugara kwemazimisi emisika yemakambani inogona kudikanwa kunatswa nekugadziriswa pane inoramba ichiita kugamuchira kuchinja mumusika. Pakati pevhesi, mararamiro emutsetse wekutengeswa kwemakethe inenge makore mashanu.
Ndeapi Matanho Okubudirira Kubudirira Mumisika Kuisa?
1. Ongorora Zvauripo Kana Zvawakarongeka Mumusika:
- Ndezvipi zvinokosha zvinokosha zvechikwata chako chinorisiyanisa kubva kumakwikwi ako? (semuenzaniso mutengo, unhu, basa revatengi , nezvimwewo)
- Ndeipi iyo misika yako inotarirwa, sekuti vatengi vanonyanya kushandiswa nemishandiro / maitirwo enyu? Izvi zvinogona kusanganisira kuwanda kwevanhu, geographic, uye psychographic kuongorora.
- Iwe uchashumira sei zvido zvekutsvaga kwako pamusika pane zvisingagumi?
2. Ongorora Vadziviriri Vako
Unganidza ruzivo rwakawanda sezvinogona nharo pamusoro pemakwikwi ako kuitira kuti uve nemaonero akazara emasimba avo uye kusava nesimba .
Zvinogona kubatsira kuronga ruzivo rwechimiro chematrikisi kuitira kuti ugone kuenzanisa maraka yako aunoda pamusoro pemakwikwi. Muenzaniso unotevera unoshandisa kambani inofanirwa inonzi "Java Jones" iyo inoda kupinda munzvimbo yemusika yemusika.
| Zvikonzero | Company A | Company B | Company C | Company D | Java Jones |
| Mutengo | High | Avhareji | Avhareji | Low | High |
| Quality | Medium | Avhareji | Avhareji | Low | High |
| Maawa | 8-5 Mon.-Sat. | 8-5 Mon. -Vu. | 8-5 Mon. -Vu. | 8-5 Mon. -Vu. | 8-8 Mon.-Sun. |
| Basa | Zvakanaka | Kugona | Zvakanaka | Zvakanaka | Zvakanaka |
| Kuvimbika Kwekutengesa | Medium | Zvakanaka | Zvakanaka | Low | High |
| Advertising | Hapana | Zvakanaka | Zvakanaka | Nil | Kugona |
| Website | Ehe | Ehe | Aihwa | Aihwa | Ehe |
| Aihwa | Aihwa | Aihwa | Aihwa | Ehe |
Kukwikwidza kugadzirisa kunogona kuratidza zvakajeka:
- Zvikamu zvemusika waungada kuzvidzivirira, zvakadai seaya apo kune kakakosha kukwikwidzana, apo mumwe mukwikwidzi akatsigira nzvimbo yakakosha, kana kuti kune makwikwi makuru ane ruzivo rwehupfumi hwehuwandu
- Nzvimbo dzemusika izvo zvisiri kunyorwa panguva ino (kana kuti kwete zvakakodzera kutaurirwa) nemumwe wemakwikwi
3. Sarudza Pamusoro Pemaonero Ako
Chinangwa chekukwikwidzana kutsvaga kuzarura matanho mumusika waunogona kushandisa nekushandisa kuti uise pfungwa yako.
Nzira dzakasiyana dzinosanganisira:
- Kuyera Positioning: Targeting cost-conscious consumers by competing at price.
- Basa Positioning: Kutarisira kune chikamu chemusika chinoda huwandu hwakakwirira hwevashandi . Iyi nzira inowanzoshandiswa nemabhizimisi mashoma ari kukwikwidzana nemaketani makuru kana mabhokisi makuru-mabhokisi .
- Unhu Hwakagadziriswa: Kune chikamu chepamusoro chemusika unoda kubhadhara chikwata chemhando yakakwirira.
- Kuenzanisa kuwanda kwevanhu: Targeting a specific demographic strat (gender, age, level level, education, etc.)
Zvingangodaro kuti nzvimbo yako yekugadzirisa ichave yakabatana nepamusoro apa. Semuenzaniso, mumakwikwi emakwikwi emuenzaniso, "Java Jones" zviri pachena kuti inoda kubatsira kune anonyanya kukosha wekumwa wewaini uyo anoda kushandisa mari yakawanda uye yakanakisisa yevashandi.
Sezvo pasina mumwe wevadzidzi vacho akazaruka kubva pa5 kusvika 8 masikati kana paSvondo "Java Jones" inodawo kuedza kunyengedza manheru uye vhiki yekupera kwekopa mutengi.
Nhaurirano dzinofanira kuziva kana iwe uchisarudza purogiramu yako:
- Maitiro ako angada kuongorora zvimwe zvikonzero, zvakadai sehuwandu (kana kuti nzvimbo) yezvematongerwe enyika, kutengesa kwevatengi, nezvimwewo.
- Chimbofunga kuti kukwikwidzana kungaita sei kana iwe uchipinda mumusika. Muchirevo chiri pamusoro apa, "Company A" inogona kupindura kuburikidza nekuwedzera maawa avo manheru uye kuvhura bhizimusi kumavhiki ekupedzisira.
Kana uchinge wakasarudza pane chikamu chemusika waunoshuva kutarisa iwe unofanira kukwanisa kujekesa marashiro ako, mararamiro ako anotarirwa , zvido zvekambani inotarisirwa uye kuti iwe uchatarisana navo sei, uye kuti unozosimudzira sei zvipikirwa zvako.
4. Kusarudzwa kweMatengesi Positioning Statement
Uchishandisa ruzivo rwuri pamusoro apa, ikozvino wakagadzirira kugadzira zvinyorwa zvekutengesa pamusika. Imwe marongerwo emasitatimendi inotsanangurwa ndeye nyore imwe ndima muchidimbu chinotsanangura:
- soko rako rinotarirwa, uye
- kuti iwe unoda sei kuti chitupa chako chionekwe pamusika wako.
Ramba uchiyeuka kuti chirevo chekuisa chinzvimbo chinofanira kunge chiri chirevo chezvinhu zvose zvinotevera zvinoshandiswa mumagetsi nemabasa ekutsvaga.
Mutemo wekutengesa maruiti inofanira kuisa zvinhu zvinotevera:
- Misika inotarisirwa
- Chinhu chako
- Mafuta ako anoita sei kuti iwe uzviparadzanise kubva kumakwikwi ako
- Frame of reference
- Chikonzero (s) nei vatengi vachifanira kutenda mumatauro enyu
Muenzaniso: Jedhon Jones 'Market Market Positioning Statement: Kune vadikamwi vanofadzwa nefivha , Java Jones ndiyo nzvimbo yekuenda kune yakanakisisa yekoffees uye inopedza kudya muguta . Kusiyana nedzimwe nzvimbo dzekutengesa kofi, tinoshandisa chibage chepamusoro-soro chete, chepamusoro pemidziyo yekambani, uye yakadzidziswa, bhaistas yakagadziriswa .
Kuputsa Kwacho:
- Muchengetedzwa wemusika = yakanyanya kufanana nevanopinda kofi
- Chinhu chako = Java Jones
- Mafuta ako anoita kuti iwe uzviparadzanise kubva kumakwikwi ako = zvakanakisisa zvakakodzwa nekofi uye zvinodya
- Frame of reference = musha ( guta )
- Chikonzero (s) nei vatengi vachifanira kutenda mumataurirwo ako = tinoshandisa chete zviyeuchidzo zvepamusoro-soro, pamusoro pemidziyo yemitsara, uye dzakadzidziswa, dzinonzi baristas
Kunyange zvazvo chirevo chekuisa marheni chiri kunyanya kushandiswa kwemukati, chinofanira kuwirirana nemutengi.
Mienzaniso yeMatengesi Ekutengeserana Zvinyorwa
Guta reW Whitehorse: "Guta reW Whitehorse hurumende yemuguta inotarisa mukusika mamiriro ezvinhu anodiwa kuchengetedza mararamiro akaenzana ehupenyu kune vagari vanotarisira kuenzana kwekuvaraidza kwakasimba nemikana yemitauro yekuvakonesa mumuviri, mweya uye pfungwa uye ndiani inoda nyaradzo, kuchengeteka uye hurumende dzisina hurumende isati yasvika. Guta rinozadzisa izvi zvakasimba uye zvisingatenderi mitsara yemari, zvigadzirisheni zvekugara kwehupfumi hwemagariro, unhu hwakazvimiririra, hwekugadzirisa matambudziko uye kusvika kusingagumi kunzvimbo dzerenje uye maitiro anoenderana. "
Amazon (2001): Kune vashandisi veWorld World vanofarira mabhuku, Amazon.com ndeye mutengesi wekutengesa mabhuku anopa nguva inosvika kudarika mabhiriyoni 1.1 mabhuku. Kusiyana nemadzitateguru ezvokutengesa mabhuku, Amazon.com inopa humwe humwe hunoshamisa huri nyore, hutengo hwakaderera, uye zvakakwana kusarudzwa.