Kungani abantu bethanda ama-chip belaya, kepha abafuni ukuthenga ulamula ngaphansi komkhiqizo onjalo? Kungani Abakhiqizi bamapele ngaphansi komkhiqizo we-BIC bakwazi ukusabalalisa imikhiqizo kwezinye izimpahla ezishibhile kusuka kupulasitiki, kodwa bengayithandi imimoya ngaphansi komkhiqizo? Ungayakha Kanjani Ukuxhumana Nabathengi bese Udale Ukuhlangana Okuphumelelayo Ngomkhiqizo, Futhi Okubi - Ukubhubhisa, Kuxoxwe noProfessor Rash Darya Kwingcon - Iphrojekthi Ehlanganyelwe Ye-vpimes Isisekelo somusa. Futhi umqondisi we-PR yandex.ddn, uJevGgeny Pomonenoma, wabelane ngesipiliyoni sakhe kanye nokukhuthaza uhlobo lomkhiqizo.
Ngakho-ke, Theses Basic Darya Da Diach
Kungani Sithanda ImikhiqizoImikhiqizo yabathengi isiza ukukhetha umkhiqizo ovumelana nabo kakhulu kunabanye. Isibonelo, ukuthenga ama-adidas sneaker, ulinde ukuthi zizoba ama-sneaker aphezulu we-sneaker of ab brand engaziwa. Imikhiqizo iyasiza futhi iveze - ngokwesibonelo, ibeka i-t-shirt nge-metallica yombhalo, ufuna ukusho okuthile ngawe.
Izinkampani ezinemikhiqizo zixhumana nabathengi futhi, vele, zithole imikhiqizo. Imikhiqizo nayo ingahanjiswa kwezinye izimpahla. Isibonelo, uhlobo lweHonda luhlotshaniswa ngokuyinhloko nezimoto zezomnotho zezomnotho, kepha inkampani iphinde ithengise izithuthuthu kanye notshani bezotshani.
Kepha akusebenzi ngaso sonke isikhathi. Ama-lays ahlulekile ukusabalalisa ama-chip aziwayo womkhiqizo ku-lemonade. Futhi yize abantu bathanda ukudla ama-chips kanye ne-lemonade, endabeni ye-lays le nhlangano ayihambelani. Uma ucabanga ngama-chips, wethula okuthile usawoti kanye ne-crunchy, kepha uma ufuna i-lemonade, ucabanga ngokuthile okungasindi, okuqabulayo nokubanda. Kwenzeka okufanayo nge-BIC: Inkampani yakwazi ukusabalalisa uhlobo lokwaziwa kahle lwezibandela zokulahla. Kepha lapho uBic ezazanywa ukukhiqiza amakha ngaphansi kohlobo olufanayo, abazange bazithenge: Abantu bebengafuni amakha ahlotshaniswa nepulasitiki eshibhile. Lokho wukuthi, akunandaba ukuthi izigaba zezimpahla zisondele, kubalulekile ukuthi izinhlangano zingaphikisani.
Yini okufanele uyenze ngenhlangano engemihle?Uma ubudlelwane obubi nohlobo lomkhiqizo oluvela khona, udinga ukuqinisa okunye ukuxhumana ngayo - kunalokho abanamandla, uma uhlobo luzohlushwa yinhlangano engemihle.
Isibonelo esaziwayo sama-80s. Kwakunamahemuhemu asetshenziswa "ama-mcdonalds" kuma-burg bughars esikhundleni senyama yenkomo. Ukuze abhubhise le nhlangano, ama-McDonalds aqala ukubeka imingcele yokukhangisa ngombhalo "wenkomo eyi-100%", kepha akuzange kusize, kodwa kunalokho, kukhumbuze abantu ngezibungu. Lapho-ke uMqondisi oMkhulu weNkampani wazama ukuchaza abathengi ukuthi akulungile - amakhilogremu ezibungu afanele ukwedlula ikhilogremu yenkomo futhi ama-burger azoba yinzuzo nje. Kepha ukushiwo kwezikelemu kanye nama-burger emshweni owodwa futhi kwabangela ukuzihlanganisa nabathengi. Kungaba ngcono uma inkampani iqinisa ukuxhumana neminye imikhiqizo yazo - isidlo esijabulisayo, amazambane alungile, njll.
Ungawakha kanjani uhlobo ngokwakho?Izimiso ezifanayo ziyasebenza - njengoba ugqoke, njengoba ukuqhubeka kwakho kubhaliwe, konke lokhu kwakha izinhlangano ezinawe, futhi lezi zinhlangano nazo akufanele ziphikisane. Cabanga nje ukuthi ngabe ubuwumkhiqizo, hlobo luni lokuhlangana ongathanda ukubiza abantu?
- Qonda ukuthi yini uhlangothi lwakho oluqinile nokuthi yini eyenza uhlukile.
- Ingabe kukhona abathengi ababalulekile? Zitholele futhi ukwazise ongakunikeza zona.
- Beka ukuxhumana okungagcizelela izici zakho eziphambili nobunye.
- Ungalokothi uphikisane nokuxhumana kwecebo lakho.
Pepsi vs. Coca-cola.
Ososayensi balinganise ukuthi ingxenye yengxenye yengqondo ibhekana kanjani nomthwalo wenjabulo yokuphuza uPepsi neCoca-Cola, yize ingabe abantu bengazi ukuthi baphuzani. Ukusabela kobuchopho kuPepsi kwakugqamile, ngoba kunoshukela owengeziwe kuwo. Kepha lapho abantu bebona ukuthi baphuza, izinga "lenjabulo" laqala: Ngamunye wabo wabona isiphuzo somkhiqizo waKhe owawuthandayo.
Selokhu kwahlolwa, sekudlule iminyaka engaphezu kwengu-15, futhi manje uhlobo ngalunye lunalo ubuntu bayo. Kepha ama-brand asafuna lokho okudingekayo ngumthengi. Isibonelo, e-United States bekunesikhathi lapho i-soda ebekiwe yayithandwa, abantu babefuna ukuphuza umkhiqizo wendawo nomlando. Wenzeni uPepsi? Bathole abafana ababili eBrooklyn futhi ngosizo lwabo lwe-Craft Craft Soda njengomkhiqizo omusha wokukhiqizwa kwasendaweni - yize bekuyisiphuzo esifanayo sePepsi. Kubalulekile ukuba semkhondweni, noma ngabe abantu bafuna ukuba yingxenye yento enkulu noma iphupho lendlela yomuntu ngamunye - babe mkhuba.
Evgenia ponoperonuko ngesipiliyoni sokwakha umkhiqizo "Yandex.dZen":
Uhlobo lunezikweletu ze-regical, kubonakala ngaziningi ukuthi i-yandex.dzen okuqukethwe okuthandwayo okunzima ukuthola okuthile okuthokozisayo endaweni yesikhulumi. Ezokuxhumana, kubalulekile ukugcizelela ngamandla - i-brand multoprormation (epulatifomu kunamavidiyo ahlukene, izindatshana, imidwebo, njll.), Ithuba lama-blogger lokuzikhuthala, abafundi bangathola iribhoni elenzelwe umuntu uqobo, okungukuthi, Yandex.dzen iba "indawo yakho."