Hua Yu Hua idzidziso yekumisikidza here?Ndeupi musiyano uripo pakati pekumisikidza dzidziso uye Hua Yuhua?

PositioningTheory uye Hua theory vane misiyano yakakosha mukutungamira kwebhizinesi uye kushambadzira.

Hua Yu Hua idzidziso yekumisikidza here?

Hua naHua haisi dzidziso yekumisikidza, asi nzira yekushambadzira yemhando yakavakirwa padzidziso yekumisikidza.

1. Positioning theory yakakurudzirwa neAmerican marketing masayendisiti Trout naRees muma1970s., zano rayo guru nderokuti: tora nzvimbo yakasarudzika mupfungwa dzevatengi, nokudaro uchiwana mukana wekukwikwidza.
2. Maitiro eHua & Hua anosimbisawo kutora chinzvimbo chakasarudzika mupfungwa dzevatengi, asi chinotarisa chiri pa "zviratidzo."Hua & Hua vanotenda kuti brand positioning haisi yekumisikidzwa kwezvigadzirwa kana masevhisi chete, asiwo nekumisikidzwa kwezviratidzo zvemhando.Chiratidzo chemhando yakanaka chinogona kubatsira vatengi nekukurumidza uye nemazvo kuziva mhando uye kuvaka ruzivo uye manzwiro nezve brand.

Nheyo yedzidziso yekumisikidza

Chekutanga pane zvese, musiyano wavo mukuru uri munzira iyo kuguma kwebhizinesi kunoitwa.

• Positioning theory inotarisa pakutsvaga mhedzisiro mupfungwa dzemutengi, iyo inogona kumiririra chimwe chikamu kana chaiyo cognition.
• Zvino, nzira dzese dzakanangana nekuwana chinzvimbo ichi, semuenzaniso, kutora mota dzakashandiswa dzeGuazi semuenzaniso, bhizinesi rekambani rinoshandiswa kutengesa mota.
• Zvakataurwa naJHE-commerceManagement positioning zvakare yakajeka endgame.Nenzira iyi, makambani anogona kuvandudza kushanda kwechiito chega chega uye pakupedzisira anowedzera kugovaniswa kwemusika.

Core nzira dzeHua uye Hua theory

Mukupesana, Hua naHua dzidziso haisimbise kumisa magumo, asi inotarisisa zvakanyanya pakugadzirisa matambudziko aripo.

Nzira dzepakati dzeHua neHua theory dzinosanganisira iyo 4P dzidziso, inova yekugadzirisa zvakare zvigadzirwa zvekambani, machaneti, mitengo uye nzira dzekusimudzira.

• Pamusoro pezvo, inotarisawo paOgilvy's brand image theory yekumisikidza chimiro chekambani yemhando kuburikidza nekutaurirana kwemhando.Chekupedzisira, inosimbisa kukwenenzverwa kwekugona kutaurirana, kusanganisira optimization yekukurukurirana kwemhando uye zvigadzirwa zvekutengesa.
• Zvinogona kuonekwa kuti dzidziso yeHua neHua inotarisa zvakanyanya pakugadzirisa matambudziko ekutengesa emabhizinesi, pane kusimbisa kutsvaga magumo akajeka senge dzidziso yekumisikidza.
• Izvi hazvisi zvekudzikisira iyo Hua neHua theory.Muchokwadi, mazhinji epakati uye makuru mabhizinesi arikuda zvakanyanya nzira idzi pane imwe nhanho, nekuti vangave vasingade kudzidza nzira dzekushambadzira zvakadzama ivo pachavo, asi vanoda kutenga. mabasa epamusoro ekubvunzurudza.
• Kutenga Huayuhua's consulting services kwakafanana nekutenga traffic traffic.Izvo zvese zvakaitirwa kugadzirisa kushomeka kwehumwe hunyanzvi hwekuita hwekambani uye kusangana nezvinodiwa nemakambani mazhinji.
• Muchidimbu, dzidziso yekumisikidza inotarisa zvakanyanya pakubvunzana kwehunyanzvi, nepo Hua neHua dzidziso inotarisa zvakanyanya pakugadzirisa matambudziko ekushambadzira mukusimudzira bhizinesi.

Kunyangwe H&H ichigonawo kugadzirisa matambudziko ehurongwa, kuita uye kubudirira kwechirongwa ichi kune hukama zvakanyanya nekugona kwekambani.

Kambani yekubvunza inogona kuuya neyakanakisa hurongwa hwekumisikidza, asi zvinotora hukuru hwekuedza kuti bhizinesi riite kuti riitike, uye zvimwe zvinhu zvingangoda kupihwa, saka kugutsikana kwevatengi kungasagara kwakakwira nekuti kwete. mutengi wese akazvipira kuuraya. zano.Chekupedzisira, kuitwa kweiyo zano kungangoda kuvandudzwa zvichienderana nemamiriro chaiwo ebhizinesi.

Iko kushanduka kweHua neHua theory

Iyo Hua neHua dzidziso iri mukugona kwayo kubatsira makambani kuwana akasiyana musika mikana yekuzadzisa zvinangwa zvine hungwaru.

Ndicho chinhu chakangwara nezveS&W dzidziso, inogona kugadziridzwa kune zvinodiwa nebhizinesi uye kuvapa iwo akakosha emusika ruzivo.

Panyaya yekumisikidzwa kwehurongwa, iyo "Strategic Diamond Model" muSino-Sino Theory inopa akakosha maonero.

Hua & Hua anotenda kuti hurongwa hwekumisikidza kwebhizinesi hunogona kukamurwa kuita mhando nhatu: bhizinesi mishoni chinzvimbo, bhizinesi rekuita chinzvimbo uye bhizinesi chiitiko chinzvimbo.

Akasiyana mazinga eH&H theoretical manejimendi chinzvimbo

Kutanga, isu tinogona kufunga nezveakasiyana mazinga ebhizinesi chinzvimbo.

1. Yekutanga nhanho ibhizinesi mission positioning: Inosimbisa basa remabhizinesi munharaunda uye maitiro ekugadzirisa matambudziko emagariro.Iyi nhanho inogona zvakare kutariswa sekumisikidzwa kwekuparadzaniswa kwevanhu munharaunda yevashandi, inovhara gwara rebasa rehupenyu hwese bhizinesi.
2. Yechipiri nhanho ibhizinesi zano chinzvimbo:Inotarisa pane izvo bhizinesi rekutanga rekambani uye kuti ndezvipi zvigadzirwa nemasevhisi ayo kambani inopa.Iyi nhanho inogona kuwanikwa muChina uye yeChina ye "Tiriniti" yemaitiro emhando, uko makambani anofanirwa kushandisa seti yakakwana yezvigadzirwa nemasevhisi kugadzirisa mamwe matambudziko emagariro.
3. Danho rechitatu ndiko kuiswa kwezviitwa zvebhizinesi: Izvi zvakanyatsoenderana neMichael Porter's strategic positioning, iyo inosanganisira imwe yakasiyana-siyana yemabasa ekushanda akagadzirirwa kuendesa kukosha kwakasiyana, kuderedza mari yose, uye kuita kuti zviome kune vanokwikwidza kutevedzera.Iyo yechitatu-nhanho yekumisikidza inopa rutsigiro rwechipiri-chikamu bhizinesi zano, uye yechipiri nhanho ndiyo nzira yekuzadzisa yekutanga-chikamu bhizinesi chinangwa.

• Pakupedzisira, yekutanga-level bhizinesi mishoni yekumisikidza ndiyo yekupedzisira chinangwa chebhizinesi, uye chinangwa chayo chikuru ndechekugara ichishandira chinangwa chenharaunda.
• Izvi zvinzvimbo zvitatu zvine hukama uye zvinotsigira bhizinesi mukuzadzisa chinangwa chayo munharaunda, kupa zvigadzirwa nemasevhisi, uye kuona kukosha kwakasarudzika kuburikidza neakasarudzika bhizinesi zviitiko.

Ndeupi musiyano uripo pakati pekumisikidza dzidziso uye Hua Yuhua?

Musiyano uripo pakati pekumisikidza dzidziso uye Hua unonyanya kuratidzwa mune zvinotevera zvinhu:

• Positioning theory inosimbisa makwikwi, ukuwo Hua naHua vachisimbisa kusiyana.Positioning theory inobata kuti brand positioning inofanirwa kusiyaniswa kubva kune vanokwikwidza kuti vawane mukana wekukwikwidza.Hua & Hua anotenda kuti kuiswa kwemhando kunofanirwa kutanga kubva pamaonero ekusiyanisa uye kuwana yakasarudzika poindi inogona kukwezva vatengi.
• Positioning theory inosimbisa zano, ukuwo Hua naHua vachisimbisa maitiro.Positioning theory inonyanya kugadzirisa dambudziko remhando yemhando, ndiko kuti, kuti mhando inofanira kuiswa sei mumusika.Hua & Hua's nzira inonyanya kugadzirisa dambudziko remhando yematekiniki, ndiko kuti, nzira yekusimbisa chimiro chemhando kuburikidza nezviratidzo zvemhando.
• Positioning theory inosimbisa kurongeka, ukuwo Hua naHua vachisimbisa kunzwisisa.Positioning theory inotenda kuti kuiswa kwechiratidzo kunofanirwa kuve kwakavakirwa pane zvinodiwa nevatengi.Maitiro eHua & Hua anotenda kuti kuiswa kwechiratidzo kunofanirwa kukwanisa kumutsa manzwiro evatengi, nekudaro vachigadzira ruzivo rwakasimba rwemhando.

Zvese mune zvese, dzidziso yekumisikidza uye Hua naHua ese ari maviri akakosha nzira mukushambadzira kwemhando.Dzidziso yekumisikidza inosimbisa kukwikwidza uye zano, nepo nzira yeHua neHua inosimbisa kusiyanisa uye maitiro.Nzira mbiri idzi dzine zvadzakanakira nezvadzinoipira, uye makambani anogona kusarudza zvinoenderana nemamiriro avo.

Kubva pane ongororo iri pamusoro, zvinogona kuoneka kuti dzidziso yeHua neHua inopindirana nemaonero aTrout pamusoro pepfungwa ye "zano rakasiyana rakasiyana rezviitiko zvebhizinesi".

Muchidimbu, dzidziso yekumisikidza uye Sino-Sino dzidziso vane yavo yakanakira uye nzvimbo dzekushandisa kana vachibata nehurongwa.