Kodi chiphunzitso choyika chizindikiro chachikale? Mitundu yapamwamba yapaintaneti ndi njira yatsopano

KuyikaKodi chiphunzitso chakuti bizinesi iliyonse iyenera kukhala ndi mtundu wake ndi yachikale? Lingaliro latsopano lodziwika bwino pa intaneti lawululidwa!

Mukukhulupirirabe kuti "bizinesi imodzi, mtundu umodzi" ndiyo njira yopitira? Dzukani! Lingaliro ili ndi lachikale mu nthawi ya intaneti!

Chiphunzitso cha chikhalidwe cha chikhalidwe chimatiuza kuti mtundu umayenera kukhala ndi malo amodzi opambana, ndipo bizinesi iliyonse iyenera kukhala ndi chizindikiro.

Mwachitsanzo, Zhang San amagulitsa nsapato, ndipo chizindikiro chake chimatchedwa "Run Fast"; Li Si amagulitsa madzi, ndipo mtundu wake umatchedwa "Qingqingquan".

Mfundoyi ikumveka yomveka: ogwiritsa ntchito ali ndi ubongo wochepa, ndipo kusawapatsa malo oti akumbukire kuli kofanana ndi kupereka bizinesi kwa ena.

Koma lero, momwe intaneti imagwirira ntchito yathetsa lamulo lachitsulo ili. Alibaba ndi chitsanzo chamoyo.

The Golden Age of Positioning Theory

“Baibulo” la malonda m’zaka za zana lapitalo pafupifupi onse analankhula za chowonadi chimodzi: kutenga malingaliro a ogwiritsira ntchito.

Choncho, chiphunzitso cha malo chinayamba kukhalapo.

Nthanthi imeneyi imanena kuti kuzindikira kwa wogwiritsa ntchito kuli ngati bolodi laling'ono mu ubongo, lokhala ndi mphamvu zochepa zokumbukira. Ngati makampani apanga mitundu yambiri, zimangosokoneza ogula.

Ichi ndi chifukwa chake Coca-Cola amangokhala ngati wolankhulira "chimwemwe" ndipo Nike amangofuula "Ingochitani". Kuyang'ana kwambiri ndikupambana.

Zikumveka bwino, chabwino? Vuto ndiloti, chiphunzitsochi ndi chopangidwa ndi nthawi ya mafakitale. Kalelo, kuyankhulana kwamtundu kunkadalira zotsatsa zapawailesi yakanema komanso zosindikizira, ndipo zinalidi zogwira mtima kwambiri kuti mtunduwo ulowe mumsika umodzi.

Intaneti imathetsa zolepheretsa kuzindikira

Pamene Intaneti anaonekera, malamulo kuzindikira anasintha kwathunthu.

Chifukwa chiyani? Chifukwa magalimoto ndi ophatikizana ndipo khomo ndi logwirizana.

Mwachitsanzo: MumatsegulaTaobao, mutha kugula chilichonse - zovala, zokhwasula-khwasula, matikiti a ndege, katundu wachiwiri. Malinga ndi chiphunzitso cha chikhalidwe, izi ndi tsoka chabe, chifukwa mawu oti "Taobao" samveka bwino m'maganizo a ogwiritsa ntchito. Kodi ndi malo ogulitsira kapena tsamba lapaulendo?

Koma zenizeni ndi zamatsenga: ogwiritsa ntchito samasokonezeka konse.

Chifukwa chiyani? Chifukwa malo osakira ali pomwepo. Ngati mukufuna matikiti a ndege, mumasaka "Feizhu"; ngati mukufuna kugula zinthu zakale, fufuzani "Xianyu"; ngati mukufuna kutenga, mumasaka "Ele.me" kapena "Taobao Flash Sales."

Intaneti yachepetsa kwambiri mtengo wa chidziwitso cha mtundu. Ogwiritsa ntchito sadaliranso "mtundu umodzi" kuti apange kukumbukira, koma m'malo mwake amadalira zolowera papulatifomu ndi malingaliro a algorithm.

Kuyesa kwamtundu wa Alibaba

Alibaba ankakhulupirira kwambiri chiphunzitso cha malo nthawi imeneyo.

Chifukwa chake adapanga Fliggy, Ele.me, Xianyu, Koubei ... gulu lazinthu zazing'ono, zomwe zimawoneka ngati zoo yonse.

Koma tikayang’ana m’mbuyo tsopano, vuto limabuka.

Tengani "飞猪" mwachitsanzo. Ogwiritsa ntchito akamva dzinali, zomwe amachita poyamba ndi: Ichi ndi chiyani? Famu ya nkhumba? Kapena ndege?

Ngati imatchedwa "Taobao Travel", kodi mungamvetse nthawi yomweyo?

Tiyeni tiwone "Xianyu." Wogwiritsa ntchito watsopano sangadziwe kuti ndi nsanja yogulitsira anthu omwe adagwiritsa ntchito pongomva dzinalo. Koma zikadatchedwa "Taobao Secondhand," kodi sakanamvetsetsa nthawi yomweyo?

Alibaba posachedwa adayika khomo la Ele.me ku Taobao ndikuyambitsa "Taobao Flash Sale". Ichi ndi chizindikiro: ayamba kuzindikira kuti mitundu yobalalika yafooketsa mtengo wa Taobao ngati khomo lolowera kwambiri.

Nthawi yama super brand yafika

Masiku ano, ogwiritsa ntchito amakonda kuti zosowa zawo zonse zithetsedwe pansi pa mtundu umodzi waukulu.

Kodi inunso mwazindikira? Anthu samanenanso kuti "Ndikufuna kugula golosale pa Meituan"; amangoti "Meituan." Podyera, ma taxi, ndi golosale, onse amagwiritsa ntchito Meituan.

N'chimodzimodzinso ndi JD.com, yomwe yakula kuchokera kuzinthu zamakono kupita kumasitolo akuluakulu, zakudya zatsopano, ndi maulendo. Anthu amati, "Ndipita ku JD.com kuti ndikawone."

Izi zikuwonetsa zowona: pa intaneti, ma brand apamwamba kwambiri ndi zida zamphamvu kwambiri.

Mtundu waukulu ngatichilengedwe chonseSpaceship imatha kukhala ndi ma module osiyanasiyana amabizinesi, ndipo ogwiritsa ntchito sangasokonezeke konse.

N'chifukwa chiyani chiphunzitso choikika ndi chachikale?

Pali zifukwa zitatu zazikulu:

1. Kulowera kwa ogwiritsa ntchito ogwirizana: Kusaka, kuyamikira, ndi APP yapamwamba imapangitsa bizinesi yovuta kukhala yosavuta komanso yolunjika.
2. Kusintha kwa njira zolankhulirana: Zambiri ndi zamadzimadzi ndipo sizidaliranso kutsatsa kwamtundu umodzi. Kubalalika kwa Brand kumawonjezera kulemedwa kwachidziwitso.
3. Kuchepetsa ndalama za trust: Chizindikiro chachikulu chikakhazikitsidwa, ogwiritsa ntchito ali okonzeka kuyesa mabizinesi ambiri mkati mwa chilengedwe chake.

Mwa kuyankhula kwina, ogwiritsa ntchito safuna gulu la "ma brand ang'onoang'ono okhala ndi malo omveka bwino"; amafuna "chizindikiro chachikulu chodalirika" chomwe chimawalola kudzipulumutsa okha ku vuto la kuganiza.

Malingaliro amtundu wamtsogolo: kuphatikiza ndi chilengedwe

Tangoganizani ngati "Feizhu" idatchedwanso "Taobao Travel", "Xianyu" imakhala "Taobao Second-hand", ndipo khomo la "Ele.me" likuphatikizidwa mu "Taobao Flash Purchase".

Kodi mukuwona kuti Taobao nthawi yomweyo wakhala wapamwamba wamphamvuzonse?MoyoPolowera?

Ili ndiye lingaliro lamtsogolo lamitundu yapaintaneti: kuphatikiza, kuphatikiza, ndi chilengedwe.

Ogwiritsa safunikira kusiyanitsa mayina asanu ndi awiri kapena asanu ndi atatu, amangofunika kukumbukira chizindikiro chimodzi chapamwamba.

Zili ngati malingaliro a Apple: iPhone, iPad, iCloud-nthawi zonse amakhala "Apple." Simukungogula chinthu; mukugula chilengedwe chonse.

Kutsiliza: Ultimate Form of Brand

Phindu la chiphunzitso choyikirapo ndikuti zidathandizapo kale makampani kuphunzira kuyang'ana, koma masiku ano pa intaneti, zofooka zake zikuwonekera kwambiri.

Mpikisano wamtundu wamtsogolo sudzakhala wa "Kodi muli ndi mayina angati omwe ali otchuka kwambiri?" koma za yemwe angagwiritse ntchito dzina limodzi kuti atenge zinthu zambiri.

Uku ndikudumpha kuchoka pa "malo amodzi opambana" kupita ku "ecological closed loop", komanso kusintha kwachidziwitso pazamalonda.

Lingaliro langa ndiloti chiphunzitso cha malo sichinathe, koma chasintha. Silinso "bizinesi imodzi, mtundu umodzi", koma "chilengedwe chimodzi, mtundu umodzi wapamwamba kwambiri".

MongaMafilosofiMonga mwambi umati: Kukhalapo ndikoyenera, koma kulingalira kuyeneranso kusinthika ndi nthawi.

Chidule chomaliza

1. Chiphunzitso cha Positioning chinali chogwira ntchito, koma ndi chotulukapo cha nthawi ya mafakitale.
2. Intaneti yasinthiratu momwe mitundu imalankhulirana ndikuzindikiridwa, ndipo ogwiritsa ntchito amadalira kwambiri ma portal ndi chilengedwe.
3. Kuyesa kwamtundu wa Alibaba kukuwonetsa kuti kubalalitsidwa kwamitundu yambiri kumatsitsa mtengo woyambira.
4. Mitundu yapamwamba yakhala njira yatsopano, ndipo ogwiritsa ntchito amakonda kuti zosowa zawo zonse zikwaniritsidwe pansi pa mtundu umodzi waukulu.
5. Malingaliro amtundu wamtsogolo ndikuphatikizana ndi chilengedwe, chonyamulidwa ndi chizindikirozopanda maliremwina.

Kotero, ngati mukugwiritsabe ntchito njira yakale yoganizira kupanga mtundu, zili ngati kugwiritsa ntchito Nokia kulimbana ndi iPhone.KusokonezekaBizinesi iliyonse iyenera kukhala ndi chizindikiritso chodziyimira pawokha. Ndikwabwino kupanga mtundu wapamwamba ndikupangitsa kukhala khomo lonse la moyo wa wogwiritsa ntchito.

Iyi ndi njira yeniyeni yopambana.