Yintoni omawuyazi malunga nobuGcisa beNtengiso?

Cog kwihlabathi lemicimbi yezoqoqosho, ubukrelekrele bentengiso bubonke buvumela iinkokeli ukuba zenze izigqibo zobuchule, ukusebenza, ukurhweba okanye nokuba nobuchule bokulungelelaniswa kwesakhiwo sabo.

Nangona kunjalo, ubukrelekrele bokuthengisa igubungela iingongoma eziliqela ekufuneka ifundwe, oku kuxhalabisa ngokukodwa ukufundwa kweemarike, indawo engqongileyo, oko kukuthi ubudlelwane bayo kunye namaqela esithathu, kunye negalelo kunye nendima ekutshaleni kwenkampani. SO:

• Ubukrelekrele bokuthengisa bunokuba negalelo njani kwimpumelelo yombutho?
• Lithini igalelo kunye nendima yayo ekuyilweni kwezinto ezintsha?
• Inokuthi ithathelwe ingqalelo kangakanani kwinkqubo yokuvelisa izinto ezintsha?

Ukuqonda kakuhle kunye nohlalutyo, kweli nqaku siza kukuxelela into okufuneka uyazi malunga nobukrelekrele bokuthengisa. Kodwa ngaphambi kokuba siqale, nantsi Wenza imali ngamava akhe kwinethiwekhi yoluntu? Masihambe!!

Yintoni iMarketing Intelligence?

Intelligence yokuthengisa inokuchazwa njengeqela lamanyathelo okanye inkqubo eyenza kube nokwenzeka ukufumana, ngomthombo omnye okanye ngaphezulu wolwazi, ulwazi olunxulumene nesifundo sokusingqongileyo kwimarike yombutho. Ngokufanelekileyo, imiselwe kwi injongo yokuqokelela, ukuqokelela, ukusetyenzwa, ukuhlalutya idatha isasazwe kubume benkampani equka imarike yayo ukukhuthaza ukwenziwa kwezigqibo zokusebenza ngabaphathi ukulungiselela ukuphuculwa okuqhubekayo kunye nokuveliswa kwezinto ezintsha kubume babo.

Ukuthathela ingqalelo iseti yezinto ezifana nokufundwa kwemarike enokwenzeka, intsingiselo okanye ukwahluka kwemarike, ukhuphiswano ... ibonwa njengomgodi wegolide wolwazi wokwenene ekumiselweni kweenjongo ezintsha zorhwebo okanye ekuphuculweni kweshishini. iinjongo esele zimisiwe.

Indlela yokuseka esi sicwangciso?

Ubukrelekrele bokuthengisa yinkqubo yokuqokelela kunye nokuhlalutya idatha okanye ulwazi olubalulekileyo kwimarike yenkampani. Isenokubonwa njengenkqubo yokubeka iliso kubadlali abahlukeneyo kwimekobume yenkampani. Yenza ukuba kuthathelwe ingqalelo onke amathuba kunye nemingcipheko yeemarike zenkampani.

⚡️ Uphando lwemarike

Uphando lwezentengiso lubandakanya ukuqokelela ulwazi oluninzi kangangoko malunga nemarike ojolise kuyo ngolwazi lwezinto ezinokuphembelela le meko. Ukwenza oku, kufuneka:

Chonga imarike yakho enokubakho

Ubuncinci ngumbuzo wokumisela uhlobo lwentengiso apho inkampani ingathanda ukuphumelela, yokwazi ukuba yeyiphi eya kuba ngabathengi bamanqaku okanye iinkonzo eya kuthi inikezele kunye nabo bangenakukwazi ukuyidla, misela ubungakanani bemakethi ekujoliswe kuyo kwaye kananjalo umisele ukuba zeziphi iinguquko zemarike ezinokwenzeka (umthamo kunye nexabiso).

Abakhuphisana nabo

 Iimveliso ezibonelelwa ziinkampani zihlala zikhuphisana kunye neemveliso ezifanayo okanye iimveliso ezinokuthathelwa indawo. Kuyimfuneko ke ngoko ukuba inkampani yazi ukuba ngabaphi aba bakhuphisana ngokuthe ngqo (abo banikezela ngohlobo olufanayo lwezinto) kwaye ngaba bakhuphisana ngokungathanga ngqo (abo banikezela ngezinto ezinokuthathelwa indawo)

Amaqela esithathu anxulumene nenkampani

 Ngumbuzo wokwazi abathengi abanokubakho, ababoneleli, abakhuphisana nabo ... kuba baya kudlala indima ebalulekileyo kubomi benkampani.

Inqaku eliza kufundwa: Yintoni umqulu weprojekthi kwaye yintoni indima yawo?

⚡️ Qonda imfuno yabathengi kunye neendlela zokuziphatha

 Ingumbuzo wokubuza ngokukodwa ubungakanani beemarike ngokubhekiselele kumthamo kunye nobuninzi, kunye nokuvela kwayo. Ngesi sihlandlo, inkampani kufuneka iphinde ibuze indlela yokuthenga yabathengi, oko kukuthi xa bethenga, zithini izinto zabo ezikhuthazayo, ngaba imveliso iyahlangabezana neemfuno zabo, njl.  

⚡️ Ukwahlulwa kwemarike ekujoliswe kuyo  

 Ukwahlula imarike ekujoliswe kuyo kubandakanya ukudibanisa kunye abathengi abaneendlela zokuthenga ezifanayo. Icandelo ngalinye kufuneka libe nelona nani liphezulu labantu ukuze libe nemarike enengeniso. Ngokuxhomekeka kubume bomsebenzi, sihlula iindidi ezininzi zokwahlula, ngokukodwa:

Ukwahlulwa ngokwenzuzo elindelekileyo	Apha sidibanisa ngokweemfuno zabathengi phambi kwamanqaku
Ukwahlulahlula okuchazayo	Apha ukufakwa ngokwamaqela kwenziwa ngokweeprofayili ze-socio-demographic zabathengi
Ukwahlulahlula ngokuziphatha	Kuxhomekeke kwindlela yokuziphatha
Ukwahlula ngokuthenga kunokwenzeka	Ixesha lokuthenga (ukuhamba, ukunyuka, njl.)
Ukwahlulwa ngokwendlela yokuphila	Umdla wabathengi, vip

⚡'Vavanya' isinikezelo sakho kunye nonikezelo lweenkampani ezikhuphisanayo 

 Njengemfuno, kunyanzelekile ukuba inkampani yazi ukuba zeziphi izinikezelo zayo, iimpawu zayo, kunye nokuba yintoni ezahlula kwiinkampani ezikhuphisanayo. Inkampani kufuneka iyazi indawo yeemveliso zayo okanye izinto ezisezintliziyweni zabasebenzisi. Ukongeza, inkampani kufuneka ilindele ukhuphiswano, ihlalutye unikezelo lwabo ngokubuza imibuzo ephambili, ethi:

• Banikezela ngantoni abo bakhuphisana nam?
• Ngeziphi iindleko?
• Yiyiphi imigaqo-nkqubo yabo yorhwebo?
• Ithini inzuzo yabo?

OKUBALULEKILEYO : iindlela ezithile zobuchule ziyacetyiswa ukwenza uphononongo lwemarike, siyaqaphela: (imibuzo, udliwano-ndlebe, njl.njl.)

Zingaphi iintlobo zobukrelekrele bokuthengisa ezikhoyo?

Izinto ezithile zibalulekile kwindlela yokuthengisa yobuntlola, siyaqaphela:

Ubukrelekrele bezoqoqosho

Ubukrelekrele boshishino bujolise kwabo banokuba ngabakhuphisana nabo. Yindlela yokubeka iliso ebandakanya ukuhlalutya kunye nokuthathela ingqalelo izicwangciso-qhinga esele zibekwe ngabo bakhuphisana nabo kwakunye neempazamo abazenzileyo ukuze bathathe amanyathelo ngamandla olindelo. Oku kunokwenziwa ngophendlo kwiisayithi zeempawu ezikhuphisanayo, kwiinethiwekhi zentlalo, njl.

Usuku ngaphambi kwemarike

Kubaluleke kakhulu ukuba inkampani imisele ngokufanelekileyo kwaye ijolise kubathengi bayo kuba sisiseko sokwenza umsebenzi wakhe uphumelele. Inkampani ke ngoko kufuneka ibazi abathengi bayo ukusuka kwiindlela okanye kumathuba okuthenga ukuya kwiimvakalelo zabo malunga nezinto okanye iimveliso. Kutheni ungaseki iibhokisi zengcebiso ukufumana ingxelo yabathengi malunga nezinto ezintsha ezinokubakho.

Itekhnoloji endala

Okukhona ihlabathi liguquka, kokukhona iteknoloji ihambela phambili. Inkampani ke ngoko kufuneka iqonde ngokungena kwetekhnoloji entsha eya kuzisa izinto ezintsha kuzo zonke iimveliso ezibonelelwayo.

Ukujongwa ngokweemvakalelo

Ukuze ihambelane ngokugqibeleleyo kunye nesakhiwo sayo sangaphakathi nangaphandle, inkampani kufuneka iqale ithathele ingqalelo iimvakalelo kunye neengcamango zabantu bangaphakathi abasebenzisanayo ekugcinweni okusebenzayo kwemisebenzi yombutho. Oku kukuququzelela kunye nokwenza unxibelelwano olungcono kunye nokwenza izigqibo ezifanelekileyo. Okwesibini, inkampani kufuneka iseke ubudlelwane bokwenyani kunye nabathengi bayo ngenjongo yokuqinisekisa abantu ngemfuneko yemveliso kubomi babo.

Ukuqala kwakhona

Umgaqo-nkqubo wokusungula unokubonakala untsonkothile kwaye uyathandabuza kodwa uhlala uyimfuneko. Ubukrelekrele bentengiso buseka amacebo amatsha kwaye buseke iziseko ezitsha ezithanda ukuzalwa kwamathuba amatsha emarike. Ubukrelekrele bentengiso bukwinkonzo yokusungula izinto ezintsha. Isekwe kakuhle kwaye izimisele, ubukrelekrele bentengiso bunokuba yintsikelelo yokwenyani kwinkqubo yokuqamba izinto ezintsha kunye nokuzisa iinjongo ezintsha zeshishini.

Indlela yokusebenzisa ubukrelekrele bokuthengisa kwinkqubo yokuvelisa izinto ezintsha?

Ukufuna ukwenza izinto ezintsha kuyenye into kodwa ukwazi indlela yokuvelisa into entsha. I-Innovation yinkqubo eqhubekayo yokuphucula iimveliso okanye izinto ezinikezelwayo, kufuneka ithathele ingqalelo iiparitha ezithile ezivela kwiimarike kwaye ekugqibeleni zinciphise imingcipheko enxulumene nale ndlela. Ubukrelekrele bokuthengisa bungena phi? Iya kwenza kube lula ukuqokelela ulwazi olunxulumene nemarike, oko kukuthi (utshintsho kwindlela yokuziphatha yokuthenga, ukuguquguquka kokuthenga, njl.njl.) eya kuthi ifakwe ngokuzenzekelayo kwinkqubo yokwenziwa kwezinto ezintsha.

Ngale nto, inkampani ingaba ne inzuzo yokwenene yokhuphiswano. Kunokuba yimfuneko ukwenza iimvavanyo zemarike ukuze uqokelele idatha ngexesha elithile, ukuhlalutya kwaye ekugqibeleni wenze izigqibo zangempela.

Intelligence yokuthengisa inokubonelela ngesishwankathelo semarike ekungekho lula ukuyifumana ngokusebenzisa nje izixhobo esweni. Chonga amathuba emarike kunye nemingcipheko enokuthi ithintele ukuveliswa kwezinto ezintsha, ukufumana ulwazi olungcono lwentengiso yakho kunye nokulindelwe ngabathengi kunye neemfuno zabo, yazi ngenkqubela phambili yetekhnoloji eluncedo ekuphuculeni umbutho.

isiphelo

Ubukrelekrele bentengiso bubandakanya ukuqokelela, ukuhlalutya kunye nokusasaza ulwazi lwentengiso. Yi inkqubo enzima kakhulu kwinkqubo yokoyisa iimarike ezintsha, ukusungula iimveliso ezintsha kunye nezicwangciso zorhwebo, kunye nokufunda ngamathuba amatsha. 

Isekwe kuphononongo lwemalike olunobunjani nobungakanani kunye nakuzo zonke izinto ezinokusivumela ukuba siqonde oko kulindelwe ngabathengi. Ikwabandakanya iindidi ezininzi zokuhlola ikwakhuthaza ukuqokelelwa kolwazi olunxulunyaniswa noqoqosho, ukhuphiswano, ubugcisa kunye nemiba yeemvakalelo kwiimarike.