Ithetha ntoni intengiso yentengiso yohlobo?Yintoni isicwangciso sentengiso yomfanekiso we-brand?

Uzibeka njani iintengiso zentengiso ye-brand ukuze zisebenze? Bhala ubuncinane izihloko ze-2 ukuvavanya izinga lakho lokuguqulwa kwentengiso!

Yintoni ukuthengisa, ukuthengisa kunye neentengiso? Kubonakala kulula ukuyiqonda, kodwa yintoni eyona nto ingundoqo?

Chen WeiliangUya kwabelwana kweli nqaku:Undoqo wokuthengisa, ukuthengisa, kunye nentengiso ikuvumela ukuba ufunde ukwenzaisayensiukuthengisa.

Yintoni uphawu?

BrandUkubekwa endaweni2 imisebenzi emikhulu:

1. Ukwahlulahlula
2. ithemba

aiziphumo ze:

• Ukunciphisa iindleko zokhetho lwabathengi.
• Ukunciphisa iindleko zokongamela uluntu.
• Ukunciphisa iindleko zokuthengisa zomenzi.

Ukwazisa ngebhrendi akwanelanga:

• Ngaphandle kwentengiso, abantu baya kuziva ukuba uphawu alunalizwi.
• Iimpawu zasekhaya azikho nje.
• Kuba kwezinye iindawo ezisemaphandleni nasemva, abantu abaninzi basemaphandleni abazi nokuba wenza ntoni u-Alibaba.

Yintoni ithiyori yomfanekiso we-brand?

ITheory yeBrand Image (Brand Image) yingcamango yokuyila ecetywa nguDavid Ogilvy phakathi kwiminyaka yoo-20.

• Ithiyori yomfanekiso we-Brand luhlobo olubalulekileyo kwithiyori yeqhinga lokuyila intengiso.
• Ngaphantsi kwempembelelo yale thiyori yobuchule, inani elikhulu leentengiso ezigqwesileyo nezinempumelelo ziye zavela.
• Ukholelwa ukuba umfanekiso we-brand awukho kwimveliso, kodwa kumgangatho, ixabiso, imbali, njl.

Le ngcamango ikholelwa ukuba yonke intengiso kufuneka ibe yi-investment yexesha elide ekwenzeni umfanekiso we-brand.

• Ke ngoko, yonke ibhrendi, yonke imveliso kufuneka iphuhlise kwaye iprojekthi yomfanekiso.
• Abathengi abathengi kuphela iimveliso kodwa kunye nezinto ezithenjisiweyo kunye neenzuzo zengqondo.
• Izinto ezinxulumene nemveliso ebhengezwayo zihlala zibaluleke kakhulu kwisigqibo sokuthenga kuneempawu ezibonakalayo zemveliso.

Yintoni ukuthengisa?

Kuthetha ukuthini ukuthengisa?

• Intengiso imalunga nokuhlangabezana neemfuno zabathengi ngengeniso.

Yintoni eyona nto ingundoqo yokuthengisa?

• Undoqo ongundoqo wokuthengisa kukubonelela ngexabiso kunye nokudala inzuzo esekelwe kwiimfuno zabathengi.
• Eyona njongo yokuthengisa kukuphembelela ukuziphatha kokuthenga.

Intengiso ye-IntanethiYintoni?

• Ngokwemiqathango ye-layman, ukuthengiswa kwe-Intanethi kungokwesayensi ngeuKhuthazo lweWebhukunye nokwazisa uluntu ukukhuthaza ukuthengiswa kweemveliso okanye iinkonzo.

Yintoni ukuthengisa?

• Fumana apho abasebenzisi baqokelela khona, bathumele ulwazi, kwaye uvumele abasebenzisi bazi malunga neemveliso okanye iinkonzo zakho.
• Umzekelo: iintengiso zeTV eziqhelekileyo,Intengiso ye-Wechatbhengeza,Ukunyuswa kweakhawunti yoluntuintengiso.
• ngokuqinisekileyoEzorhweboIntengiso yoLuntuImithetho: Phambi kokuba ubhengeze, kufunekawechat imvulophu ebomvu, kungenjalo uya kukhutshelwa ngaphandle kweqela.

Kutheni unokwenza imali ngokuthengisa iintengiso?

• Kuba ukuba akukho ntengiso yentengiso, abantu baya kuziva ngathi uphawu alunalizwi.
• Akukho phawu lwamagama asekhaya Iintlobo ezininzi zineemfuno zentengiso, ngoko ke zinokwenza imali ngokuthengisa iintengiso.
• Umzekelo: injini yokukhangela uGoogle wenza imali ngokulula ngokuthengisa iintengiso.

xa sifundaIwebhusayithi yeWordPress, iwebhusayithi ilungileseoXa unetrafikhi kodwa ungafumani modeli yenzuzo okanye wenze nayiphi na imali, ukuthengisa iintengiso kwi-Goggle Adsesnse yeyona ndlela ilula kwaye ilula yeshishini.

Kuphela xa i-website yenza imali ngempumelelo i-website iyakwazi ukunika abasebenzisi umxholo obaluleke kakhulu kwixesha elide.

Nantsi imeko kunye nendlela yokwenza ngempumelelo i-100 yezigidi zeedola nge-Goggle Adsesnse, onokufunda kuyo▼

🔗Ndingenza njani isigidi esi-100 kuGoogle? Ungayenza njani ngokuyimpumelelo i-100 yezigidi zeedola

Iikhrayitheriya zokulinganisa intengiso

• Intengiso ilinganiswa ngeIzinga loguqulo, umgangatho wokugqibela nguiintengiso,
• Umgaqo wokusebenza kwentengiso kukuba ingaba intengiso inokuchaphazela abathengi?

Intengiso yenziwa ngamajelo entengiso:

• Isibhengezo senqaku le-akhawunti kawonke-wonke: thandaUbuncwaneIntshayelelo yomntwana, xelela abasebenzisi ukuba kutheni?
• Isibhengezo esisezantsi eGuangdiantong: Yintoni abantu abaya kuyazi ekuqaleni?

isayikholoji yentengiso

Intengiso yentengiso yohlobo oluyimpumelelo kufuneka isebenzise imigaqo yengqondo ngokwazi okanye ngokungazi.

Njengengcali yokuthengisa kunye nentengiso kwi-intanethi, qonda imithetho yezengqondo yentengiso:

• Inokusinceda sifunde kwaye sihlalutye amava angaphambili kwaye siyiyile ngokufanelekileyo intengiso yethu.
• Thatha ithuba kuzo zonke izinto esinokuzilawula ukwenza intengiso yethu isebenze ngakumbi ngokuhambelana nokulindela kwethu.

Bona isiphumo ngakumbi

• Okukhona ubona umntu okanye into, kokukhona ivakala ngcono.
• Yonke indlela yokuziphatha komntu ivela kwindalo yomntu, oko kukuthi, imizila yemfuza engenakuthintelwa ezuzwe kwizinyanya.
• Kumphezulu, intengiso yokuthengisa intengiso kukukholisa kunye nesikhokelo, kodwa ngasemva kwemifanekisoisayensi,

eMelika edumileyoIfilosofiUNjingalwazi uDewey wathi:

Eyona mpembelelo inzulu kwindalo yomntu, oko 'kukubalulekauphawuumnqweno'.

Ingakumbi abahlobo ababandakanyeka kwintengiso ye-Intanethi kufuneka bafunde ubume bomntu.

iqela leentengiso

Amaqela eentengiso ahlulwe ngokwamaqela amabini amakhulu:

1. Inzululwazi ngenzululwazi
2. isikolo sobugcisa

Inzululwazi ngenzululwazi

"I-Ogilvy kwiNtengiso" nguDavid Ogilvy.

"Intengiso yezeNzululwazi" nguJohn Hopkins.

• Ukubeka amakhuphoni kwiintengiso zephephandaba kunokuphucula ukugcinwa kwabasebenzisi kunye nokusetyenziswa.

isikolo sobugcisa

• UGeorge Lewis.
• "Ubugcisa beNtengiso" nguGeorge Lewis.
• Yenza i-100 yezigidi zeedola kwiintengiso uzive ngathi yi-1000 yezigidi zeedola.

Chen WeiliangIintengiso ezikhuthaza inzululwazi ngakumbi:

• Kuba kulula ukufunda nokulawula upapasho lwezenzululwazi kunezibhengezo zobugcisa.
• Ngaphezu koko, ayinguye wonke umntu "unethuku lobugcisa".
• Kodwa ngohlalutyo lwedatha yesayensi kunye nesishwankathelo, sinokufumana ziphi iingongoma eziphambili zempumelelo kunye nokungaphumeleli?
• Sebenzisa oku ukuphepha ukungaphumeleli kwaye wandise amanqaku aphambili okuphumelela.

Indlela yokwenza intengiso yentengiso isebenze ngakumbi?

• KungconoBhala izihloko ezi-2 kwaye uthumele iikopi ezili-1000 apha kunye neekopi ezili-1000 apho;
• Leliphi izinga loguqulo eliphezulu?
• Khetha ezinezinga eliphezulu lokuguqulwa kwaye uzithumele kubathengi abayi-10.

Yintoni eyenza isicwangciso sentengiso yomfanekiso we-brand?

Ukucwangciswa kwentengiso yomfanekiso we-Brand sisicwangciso, ngokubanzi, isisombululo sexesha elide kunye nesikhokelo kwimisebenzi yentengiso.

• Oku zombini isayensi kunye nobugcisa.
• Ifuna indibaniselwano yezoqoqosho, unxibelelwano, ubuhle, uncwadi kunye neesayikholoji.
• Funda malunga nezihloko ezininzi ezibandakanya ukuthengisa, izibalo, kunye nohlahlo lwabiwo-mali.

Abacwangcisi bentengiso yentengiso yophawu olugqwesileyo kufuneka babe neempawu ze "generalist":

• ulwazi olubanzi;
• Ukucinga okulungileyo;
• iliso elibukhali;
• Ukwazisa ngenkonzo yabathengi;
• Unxibelelwano kunye nezakhono zokulungelelanisa.

Iingcebiso zentengiso yeshishini lakho

Musa ukulindela "ukuchitha imali encinci ukwenza izinto ezinkulu":

• Ufumana oko uhlawulayo, ixabiso yinto oyityala ngayo.

Kufuneka ingabiziindleko kwaye ilandele imbuyekezo kutyalo-mali

• I-Baigan = i-100 yezigidi zeentengiso zithengise iimpahla ezi-300 zezigidi, zafumana i-50, kunye nezinye iindleko ze-150 yezigidi;
• Ilahleko = i-100 yezigidi zeentengiso ezithengiswa kwi-300 yezigidi zeempahla, inzuzo ye-50, kunye nezinye iindleko ze-250 yezigidi.

Uvavanyo kunye nokuqonda iimpazamo

Imvakalelo yokuzama kunye nempazamo ikuvumela ukuba uqokelele amava, kwaye amava afana nokudlala umdlalo.

Umzekelo, sebenzisa i-Toutiao ulwazi lokuhamba kweentengiso:

• Ndivavanye esi sihloko namhlanje kwaye izinga elivulekileyo laliyi-2;
• Ndiza kuvavanya eso sihloko ngomso kwaye izinga elivulekileyo liya kuba yi-20;
• Emva koko vele utyale imali kwakhona ukuze ufumane ireyithi evulekileyo ephezulu.

Indlela yokubhala isihloko senqaku elitsala amehlo? Nceda ucofe inqaku elilandelayo ngeenkcukacha ▼

🔗Loluphi uhlobo lwesihloko senqaku olona lutsala amehlo? Ingqokelela yezihloko ezili-107 ezinomtsalane zeWeChat