Uhlahlelo lweTheyori yokuBeka iModeli yeQhinga loBuchule: I-Classic Case ye-Brand Placeholder Marketing Planning

Ingeniso yenkampani yokupeyinta iindonga zasemaphandleni idlula i-1 yezigidi!Yenziwa njani?

ISikolo soShishino saseHarvard sabamema ukuba babelane ngamava abo okuthengisa uphawu:

1. Ukubekwa endaweni
2. 占位
3. Detonate media ukuze usasazeke ngokuzenzekelayo
4. Lawula imarike
5. yenza ityala

Inkampani enkulu yaseTshayina yokupeyinta udonga lwasemaphandleni - iwebhusayithi yeCuncunle yasekwa ekupheleni kuka-2009.

• I-Cuncunle ivumela kuphela ukufikelela kwii-IPs zaseTshayina, mhlawumbi ukuphucula ukufaneleka komxholo wewebhusayithi kunye nokuchaneka komsebenzisi.
• Abasebenzisi baphesheya bafuna ukutyelela uMculo weLali, nceda uvuleisayensiYiya kwi-Intanethi软件, tshintshela kwidilesi ye-IP kwilizwe laseTshayina.

Umseki uHu Wei usebenzisaseoIqhinga lokuvelisa iwebhusayithi esekwe kuluntu kwilali nganye:

• Kukho ngaphezu kweelali ze-60 e-China, kwaye kukho amagama angundoqo angaphezu kwe-60.
• Kuba igama lelali i-SEO inokhuphiswano oluphantse lube yi-zero, ifuna kuphela ukwenziwa lula, kwaye yonke ikwizikhundla eziphezulu ezimbalwa e-Baidu.
• Kwiminyaka embalwa ezayo, u-Hu Wei walungiselela kuphela igcisa kunye negcisa lokuyigcina, kwaye akazange alawule iwebhusayithi.
• Kuze kube ngu-2014, i-website ebonakala ngathi yonakele yayiqokelele abasebenzisi abaninzi basemaphandleni.
• Iilali ezingama-20 zifake izicelo zokumodareyitha iwebhusayithi, ezingamagosa ezilalini ezikwi-Intanethi.

Inyathelo 1: Ukuqhelaniswa

Ekuqaleni, uCuncunle wayebekwe njengeyona ndawo inkulu yeforum yasemaphandleni eTshayina:

• Ayikwazanga ukutsala umdla wemidiya, kunzima ukwenza urhwebo...

Ukuhlalutya okufunyenweyo kwimarike:

• Iinkampani ze-Intanethi zingena emaphandleni, ukhetho lokuqalaUkukhuthazwa kwamanzi amdakaIndlela "yokupenda udonga".
• Izibhengezo zepeyinti eludongeni kwiindawo ezisemaphandleni zaseChina zikhona amashumi eminyaka, kodwa akukho mntu unombono weyiphi inkampani enkulu.
• Ke ngoko, uCuncunle ubekwe "njengenkampani enkulu yokupeyinta eludongeni lwaseTshayina".

Inyathelo lesi-2: Isibambi-ndawo

• Ukuma, kukunika ulwalathiso olunye kuphela;
• Ukuhlala esihlalweni kunokukujika ube ngumphathi!

Indlela yokufumana isihlalo?

Inyathelo 1: Fuse iintengiso

• Okokuqala bhala inqaku le-fuse elithambileyo, uqhawule ingcamango "yeyona nkampani inkulu yaseChina yokupeyinta udonga lwasemaphandleni".

Yintoni isicatshulwa esithambileyo se-fuse?

Kulingana nokuphosa isihloko esinomdla ngenqaku:Kuyinzuzo kakhulu ukugqekeza iwebhusayithi eludongeni, kwaye ibonelela ngezinto ezininzi ezinomdla.

INyathelo 2: Sebenzisa abantu abadumileyo kunye neMedia

Tyala ngaphezulu kwesigidi esi-100:Ababhali bemihlathi abanempembelelo kunye nabadumileyo abavela kwi-Intanethi nakwihlabathi lezemali bayamenywa ukuba bahlalutye kwaye baphawule ngesi sihloko esinomdla.

1. Inqaku elikhulu le-V elidumileyo linokuthi lidume nje usuku okanye ezimbini;
2. Kodwa iisayithi ezifanayo ezili-100 zavela kumakhulu eendawo ezifanayo kangangeentsuku ezili-100 ezilandelelanayo.
3. Ukuphakama kwamandla anokubakho kuye kwabangela ukuba amajelo eendaba anikel’ ingqalelo kumculo welali.

Ngaphaya koko, la manqaku acwangciswe ngononophelo kwaye aphunyezwe kwiimbono ezahlukeneyo:

• Yenza abantu bajongeke njengeentengiso kwaye iyakhuthaza kangangokuba abantu abaninzi baya kuzithumela kwakhona ngokuzenzekelayo.

Izenzo ezilula, ukubulawa ngokuphindaphindiweyo, ukubunjwa kwamandla okunokwenzeka kungaphaya kokucinga.

Ke ngoko, isiphumo sotyalo-mali sidlula kude isiphumo sotyalo-mali lwamashumi ezigidi zeentengiso ezinzima.

Inyathelo 3: Detonate Media Auto-Spread

Emva kokuba isihloko senziwe, siya kutsala ngokuzenzekelayo ingqalelo kwimidiya eyahlukeneyo yemveli, kwaye iya kubonelela ngodliwano-ndlebe lwamahhala kunye neengxelo zamahhala.

• Umzekelo, intatheli yesomashishini waseTshayina iphinde yabhala inqaku kunye nenye iwebhusayithi, ekhokelele kwincopho.

Kwiminyaka embalwa edlulileyo, abeendaba baye banceda ngokuzenzekelayo uCuncunle nyanga zonkeuKhuthazo lweWebhuusasazeko.

• Kutshanje, kukho omnye umntu ongakhange abe nodliwano-ndlebe namajelo eendaba wabhala inqaku ngomculo wale lali.Ukunyuswa kweakhawunti yoluntuIphunyezwe ngokulula ngaphezulu kwe-10+ yokujonga iphepha.
• Ngokusasazwa rhoqo kweendaba, iChina Village Music ibe yeyona nkampani inkulu yokupeyinta eludongeni eTshayina.

Inyathelo lesi-4: Bamba iMakethi

• Emva kokunyuka ngokukhawuleza kokuthandwa, i-Intanethi enkuluEzorhweboIinkampani, zonke ziza kufuna uCuncunle ukwenza ishishini lokupeyinta eludongeni.
• Ke ngoko, ilali inamakhulu amawaka amagosa othungelwano lwexeshana ezilalini ukuze adlale indima esebenzayo, kwaye ukusebenza kakuhle kuphezulu kakhulu kunezinye iinkampani zokupeyinta eludongeni.
• Ngaphantsi konyaka, iCunchunle yaba yeyona nkampani inkulu yokupeyinta eludongeni lwasemaphandleni eTshayina, inengeniso yeshishini elingaphezu kwe-1 lezigidi zeeyuan ngaloo nyaka.

Ukuqesha amaqabane kwisiphaluka ngasinye:

• Kwangaxeshanye, ukongeza kumalungu elali yothungelwano, uCun Cun Le naye waqesha amaqabane ayo (amaqabane) kwingingqi nganye.
• Kwaye kwasekwa amajelo okuthengisa amakhulu aseTshayina nakwilokishi.

Inyathelo lesi-5: Ukuseka iTyala

Kaloku umculo welali wohlukileIntengiso yoLuntuUdlala kanjani:

• Isikolo soShishino saseHarvard simeme uSihlalo uCun Cun Le ukuba abelane ngamava okukhula ale projekthi kwaye abe yeyakudalaUkuthengisa ngentsholongwaneAmabali empumelelo ▼

Ekugqibeleni, iingcamango ezimbini ezibaluleke kakhulu kuwe:

1. Ngenxa yokuba kwi-Intanethi yaseTshayina, wonke umntu ukhumbula umphathi wecandelo ngalinye, ngoko ke kuphela umphathi unethuba ("kunokuba yintloko yenkukhu kunomsila we-phoenix").
2. Nceda ujonge inkampani yakho, ngaba unalo ithuba lokuthatha ngokukhawuleza ithuba lokuqala leshishini kweli shishini?

Nceda ulandele le migaqo mi-2:

1. Xa usungula ishishini, uyinkokeli yeshishini kwasekuqaleni.
2. Xa kungekho mphathi ucacileyo kwishishini lakho, khawuleza uhlale esihlalweni!

Isishwankathelo sentengiso yesimeli-brand:

1. Isibambi-ndawo asithethi ukuba ungumphathi yonke imihla.
2. Kodwa ngoncedo losaziwayo omkhulu V kunye namajelo eendaba ukufikelela.

ngokungasentlaIntengiso ye-IntanethiKhuthaza amaqhinga, ngokukhawuleza wenze uluntu lucinge ukuba ungumphathi, kwaye uvumele onke amajelo, abathengi, kunye nezixhobo zikufumane ngokuzenzekelayo.

Ngethuba nje ukubulawa kwakho akukho ngxaki, kuthatha kuphela ngaphantsi konyaka, ufanelekile igama - inkokeli yoshishino kwicandelo.