Ngaba i-Hua Yu Hua yithiyori yokubeka?Uthini umahluko phakathi kwethiyori yokubeka indawo kunye neHua Yuhua?

Ukubekwa endaweniIthiyori kunye ne-Hua ithiyori inomahluko obalulekileyo kulawulo lweshishini kunye nokuthengisa.

Ngaba i-Hua Yu Hua yithiyori yokubeka?

I-Hua kunye ne-Hua ayiyona ithiyori yokumisa, kodwa indlela yokuthengisa uphawu olusekelwe kwithiyori yokubeka.

1. Ithiyori yokubeka indawo yacetywa zizazinzulu zentengiso zaseMelika uTrout kunye noRees ngeminyaka yoo-1970., ingcamango yayo ephambili kukuba: hlala kwindawo ekhethekileyo kwiingqondo zabathengi, ngaloo ndlela ufumana inzuzo yokhuphiswano.
2. Indlela ye-Hua & Hua iphinda igxininise ukuhlala kwindawo ekhethekileyo kwiingqondo zabathengi, kodwa ingqwalasela yayo "kwiimpawu."U-Hua & Hua ukholelwa ukuba ukubeka uphawu akukona nje ukubeka iimveliso okanye iinkonzo, kodwa kunye nokubeka iimpawu zeempawu.Isimboli esilungileyo sinokunceda abathengi ngokukhawuleza nangokuchanekileyo ukuchonga uphawu kunye nokwakha ulwazi kunye nemvakalelo malunga ne-brand.

Undoqo wethiyori yokubeka

Okokuqala, umahluko wabo ongundoqo ukwindlela ekusingathwa ngayo ishishini.

• Ithiyori yokubeka igxile ekufumaneni isiphelo kwingqondo yomthengi, enokumela udidi oluthile okanye ukuqonda okuthile.
• Emva koko, zonke iindlela zobuchule zijolise ekufezekiseni oku kubekwa.Umzekelo, ukuthatha iimoto ezisetyenzisiweyo zaseGuazi njengomzekelo, undoqo weshishini lenkampani kukuthengiswa kweemoto.
• Icetywe nguJHEzorhweboUkubekwa kolawulo kukwasisiphelo esicacileyo.Ngale ndlela, iinkampani zinokuphucula ukusebenza kakuhle kwesenzo ngasinye kwaye ekugqibeleni zandise isabelo semarike.

Iindlela ezingundoqo ze-Hua kunye ne-Hua theory

Ngokuchasene noko, ithiyori yeHua kunye neHua ayigxininisi ukubeka isiphelo, kodwa igxininisa ngakumbi ekusombululeni iingxaki ezikhoyo.

Iindlela ezingundoqo ze-Hua kunye ne-Hua theory ziquka i-4P ithiyori, eyokulungisa kwakhona iimveliso zenkampani, amajelo, amaxabiso kunye nezicwangciso zokunyusa.

• Ukongeza, iphinda igxile kwithiyori ye-brand ye-Ogilvy ukuseka umfanekiso wophawu lwenkampani ngonxibelelwano lohlobo.Ekugqibeleni, igxininisa ukulungelelaniswa kokusebenza kakuhle konxibelelwano, kubandakanywa nokulungiswa konxibelelwano olufanelekileyo lweempawu zokuthengisa kunye nemveliso.
• Ingabonwa ukuba ithiyori ye-Hua kunye ne-Hua igxile ngakumbi ekusombululeni iingxaki zentengiso yamashishini, kunokuba igxininise ukufumana isiphelo esicacileyo njengethiyori yokumisa.
• Oku akukokujongela phantsi ithiyori ye-Hua kunye ne-Hua, enyanisweni, amashishini amaninzi aphakathi kunye namakhulu anesidingo esikhulu sezi ndlela kwinqanaba elithile, kuba abanakukulungela ukufunda ubuchwephesha bokuthengisa ngokwabo, kodwa bazimisele ukuthenga. iinkonzo zokucebisa eziphezulu.
• Ukuthenga iinkonzo ze-Huayuhua zokucebisa kuyafana nokuthenga iinkonzo zendlela.Zombini zenzelwe ukuvala ukungabikho kwezakhono ezithile zobuchule zenkampani kunye nokuhlangabezana neemfuno zeenkampani ezininzi.
• Isishwankathelo, ithiyori yokubeka igxininise ngakumbi ekuboniseni isicwangciso, ngelixa i-Hua kunye ne-Hua ithiyori igxile ngakumbi ekusombululeni iingxaki zokuthengisa kuphuhliso lwamashishini.

Nangona i-H&H inokusombulula iingxaki ezicwangcisiweyo, ukuphunyezwa kunye nempumelelo yesicwangciso sinxulumene ngokusondeleyo namandla enkampani.

Ifemu yokubonisana inokuza nesicwangciso esigqwesileyo sokuma, kodwa kuyakuthatha inzame enkulu kwishishini ukwenza ukuba yenzeke, kwaye ezinye izinto zinokudinga ukunikwa, ukuze ukwaneliseka kwabaxumi kungasoloko kuphezulu kuba kungenjalo. wonke umxhasi uzibophelele ekwenzeni.Okokugqibela, ukuphunyezwa kwesicwangciso kunokufuna ukuphuculwa ngokusekelwe kwiimeko ezithile zeshishini.

Ukuguquguquka kwethiyori yeHua kunye neHua

Ithiyori ye-Hua kunye ne-Hua ilele kwisakhono sayo sokunceda iinkampani zifumane amathuba ahlukeneyo entengiso ukufezekisa iinjongo zobuchule.

Leyo yinto ehlakaniphile malunga nethiyori ye-S & W, inokwenziwa ngokwezifiso kwiimfuno zeshishini kwaye ibanike ulwazi oluphambili lwemarike.

Ngokumalunga nokubekwa kwesicwangciso, "iModeli yeDayimane yeSicwangciso" kwiSino-Sino Theory ibonelela ngeembono ezixabisekileyo.

U-Hua & Hua ukholelwa ukuba ukubekwa kwesicwangciso-qhinga seshishini kunokohlulwa kube ziindidi ezintathu: indawo yobuthunywa beshishini, indawo ecwangcisiweyo yoshishino kunye nokubekwa kwemisebenzi yeshishini.

Amanqanaba ahlukeneyo e-Hua & Hua yolawulo lwethiyori yokubeka

Okokuqala, sinokuqwalasela amanqanaba ahlukeneyo okumisa ishishini.

1. Inqanaba lokuqala kukumisa ubuthunywa beshishini: Igxininisa injongo yamashishini kuluntu kunye nendlela yokusombulula iingxaki zentlalo.Eli nqanaba lisenokuthathwa njengendawo yolwahlulo loluntu lwabasebenzi, eliquka isikhokelo somsebenzi wobomi bonke beshishini.
2. Inqanaba lesibini kukumisa ngobuchule boshishino:Igxininisa kwinto engundoqo yeshishini lenkampani kwaye zeziphi iimveliso kunye neenkonzo ezinikezelwa yinkampani.Eli nqanaba linokufumaneka kwi-China kunye ne-China ye-"Trinity" yesicwangciso sobuchule, apho iinkampani kufuneka zisebenzise isethi epheleleyo yeemveliso kunye neenkonzo ukuxazulula iingxaki ezithile zentlalo.
3. Inqanaba lesithathu kukubekwa kwemisebenzi yeshishini: Oku kuhambelana ngokusondeleyo nokumiswa kweqhinga likaMichael Porter, elibandakanya isethi ekhethekileyo yemisebenzi yokusebenza eyenzelwe ukuhambisa ixabiso elikhethekileyo, ukunciphisa iindleko ezipheleleyo, kunye nokwenza kube nzima ukuba abakhuphisana nabo baxelise.Ukubekwa kwinqanaba lesithathu libonelela ngenkxaso yesicwangciso soshishino lwenqanaba lesibini, kwaye inqanaba lesibini yindlela yokufezekisa uthumo lweshishini lokuqala.

• Ekugqibeleni, inqanaba lokuqala lokubekwa kwemishini yoshishino yeyona njongo iphambili yeshishini, kwaye eyona njongo yalo ingundoqo kukuhlala lisebenzela injongo yoluntu.
• Ezi zikhundla zintathu zinxulumene kwaye zixhasa ishishini ekufezekiseni umsebenzi walo wentlalo, ukubonelela ngeemveliso kunye neenkonzo, kunye nokuqonda ixabiso elikhethekileyo ngemisebenzi yoshishino olulodwa.

Uthini umahluko phakathi kwethiyori yokubeka indawo kunye neHua Yuhua?

Umahluko phakathi kwethiyori yokubeka kunye ne-Hua ubonakaliswa ikakhulu kule miba ilandelayo:

• Ithiyori yokubeka indawo igxininisa ukhuphiswano, ngelixa uHua noHua begxininisa ukwahlula.Ithiyori yokuma ibambe ukuba ukuma kwebrendi kufuneka kwahlulwe kubantu okhuphisana nabo ukuze bafumane inzuzo yokhuphiswano.U-Hua & Hua ukholelwa ukuba ukubeka uphawu kufuneka kuqale kwimbono yokwahlula kwaye ufumane inqaku elikhethekileyo elinokutsala abathengi.
• Ithiyori yokubeka izikhundla igxininisa isicwangciso, ngelixa uHua noHua begxininisa amaqhinga.Ithiyori yokubeka indawo ikakhulu isombulula ingxaki yesicwangciso sophawu, oko kukuthi, indlela uphawu kufuneka lubekwe ngayo kwimarike.Indlela ye-Hua kunye ne-Hua isombulula ingxaki yamaqhinga e-brand, oko kukuthi, indlela yokuqinisa ukuma kwe-brand ngokusebenzisa iimpawu ze-brand.
• Ithiyori yokubeka izikhundla igxininisa ukuba nengqiqo, ngelixa uHua noHua begxininisa ukuba nengqiqo.Ithiyori yokubeka imbono ikholelwa ukuba ukubeka uphawu kufuneka kusekelwe kwiimfuno ezinengqondo zabathengi.Indlela ye-Hua & Hua ikholelwa ukuba ukuma kwebrendi kufanele kukwazi ukuvuselela iimvakalelo zabathengi, ngaloo ndlela kuseka ulwazi olunamandla lwebrendi.

Lilonke, ithiyori yokubeka kunye ne-Hua kunye ne-Hua zombini ziindlela ezibalulekileyo zokuthengisa uphawu.Ithiyori yokumisa igxininisa ukhuphiswano kunye neqhinga, ngelixa indlela ye-Hua ne-Hua igxininisa ukuhlukana kunye namaqhinga.Zombini ezi ndlela zineengenelo kunye nezingeloncedo zazo, kwaye iinkampani zinokukhetha ngokweemeko zazo.

Ukususela kolu hlalutyo olungentla, kunokubonwa ukuba i-theory ye-Hua kunye ne-Hua ihambelana nombono we-Trout malunga nengcamango "yeqhinga yinkqubo ekhethekileyo yemisebenzi yezoshishino".

Ngamafutshane, i-theory yokubeka kunye ne-Sino-Sino ithiyori ineenzuzo zabo kunye neendawo zesicelo xa zijongene nemiba yeqhinga.