Ngaba ithiyori yokumisa uphawu iphelelwe lixesha? Iimpawu eziphambili ze-Intanethi ziyindlela entsha

Ukubekwa endaweniNgaba ithiyori yokuba ishishini ngalinye kufuneka libe nophawu lwalo liphelelwe lixesha? Ingqiqo entsha yophawu lwe-intanethi ityhiliwe!

Usakholelwa ukuba "ishishini elinye, uphawu olunye" yindlela yokuhamba? Vuka! Lo mbono uphelelwe lixesha kwixesha le-intanethi!

Ithiyori yokubeka ngokwemveli isixelela ukuba uphawu kufuneka lube nenqaku elinye lokuphumelela, kwaye ishishini ngalinye kufuneka libe nophawu.

Ngokomzekelo, uZhang San uthengisa izicathulo, kwaye uphawu lwakhe lubizwa ngokuba yi "Run Fast"; ULi Si uthengisa amanzi, kwaye uphawu lwakhe lubizwa ngokuba yi "Qingqingquan".

Ingqiqo ivakala isengqiqweni: abasebenzisi banobuchopho obulinganiselweyo, kwaye ukungabaniki indawo yokukhumbula kufana nokunikezela ngeshishini kwabanye.

Kodwa namhlanje, indlela i-intanethi esebenza ngayo iwubhukuqe ngokupheleleyo lo mgaqo wentsimbi. UAlibaba ngumzekelo ophilayo.

Ixesha leGolide leTheory yokuPositioning

"IBhayibhile" yokuthengisa kwinkulungwane edlulileyo phantse zonke zathetha ngenyaniso enye: ukuthatha iingqondo zabasebenzisi.

Ngaloo ndlela, ithiyori yokumisa yabakho.

Le nkcazo-bungcali ithi ukuqonda komsebenzisi kufana nebhodi encinci esengqondweni, enesakhono esilinganiselweyo sokukhumbula. Ukuba iinkampani zenza iimpawu ezininzi kakhulu, ziya kubabhidanisa abathengi kuphela.

Kungenxa yoko le nto uCoca-Cola esebenza kuphela njengesithethi "solonwabo" kwaye uNike ukhwaza kuphela "Yenza nje". Ujoliso olugqithisileyo luloyiso.

Ivakala igqibelele, akunjalo? Ingxaki kukuba, le nkcazo-bungcali iyimveliso yexesha lezoshishino. Emva phaya, unxibelelwano lohlobo lwaluxhomekeke kwiintengiso zikamabonwakude nakwimithombo yeendaba eshicilelo, kwaye ngenene yayisebenza ngakumbi ukuba uphawu lungene kwimarike enye.

I-Intanethi ichitha imiqobo yengqondo

Xa i-Intanethi ibonakala, imithetho yokuqonda yatshintsha ngokupheleleyo.

Ngoba? Kuba itrafikhi idityanisiwe kwaye isango lokungena limanyene.

Umzekelo: UyavulaUbuncwane, ungathenga yonke into - iimpahla, i-snacks, amatikiti endiza, izinto ezisetyenzisiweyo. Ngokwethiyori yokubeka indawo yemveli, le yintlekele, kuba igama elithi "Taobao" alicacanga ezingqondweni zabasebenzisi. Ngaba iqonga lokuthenga okanye iwebhusayithi yokuhamba?

Kodwa inyani iyimilingo: abasebenzisi ababhidekanga kwaphela.

Ngoba? Kuba ibha yokukhangela ikhona. Ukuba ufuna amatikiti emoyeni, ukhangela "Feizhu"; ukuba ufuna ukuthenga izinto ezisetyenzisiweyo, ukhangela "Xianyu"; ukuba ufuna ukuthatha, ukhangela "Ele.me" okanye "iTaobao Flash Sales."

I-Intanethi inciphise kakhulu iindleko zokwazisa ngophawu. Abasebenzisi abasathembeli "kwi-brand enye" ​​ukwakha iinkumbulo, kodwa endaweni yoko bathembele ekungeneni kweqonga kunye neengcebiso ze-algorithm.

Uvavanyo lophawu luka-Alibaba

U-Alibaba wayekholelwa kwithiyori yokubeka indawo kakhulu ngelo xesha.

Ke baye benza iFliggy, Ele.me, Xianyu, Koubei...iqela lee-sub-brands, elikhangeleka ngathi yizoo yonke.

Kodwa xa sijonga emva ngoku, kuvela ingxaki.

Thatha "飞猪" umzekelo. Xa abasebenzisi besiva igama, impendulo yabo yokuqala kukuba: Yintoni le? Ifama yeehagu? Okanye inqwelomoya?

Ukuba ibibizwa ngokuba yi "Taobao Travel", ngaba ubunokuyiqonda ngokukhawuleza?

Makhe sijonge "Xianyu." Umsebenzisi omtsha unokungazi ukuba liqonga lokurhweba elisetyenzisiweyo ngokuva nje igama. Kodwa ukuba ibibizwa ngokuba “yiTaobao Secondhand,” ngaba bebengayi kuqonda ngoko nangoko?

U-Alibaba mva nje ufake i-Ele.me yokungena eTaobao kwaye yazisa "iTaobao Flash Sale". Lo ngumqondiso: baye baqala ukuqonda ukuba iimpawu ezisasazekileyo ziye zanciphisa ixabiso leTaobao njengomnyango omkhulu.

Ixesha leemveliso eziphezulu lifikile

Namhlanje, abasebenzisi bakhetha ukuba zonke iimfuno zabo zisonjululwe phantsi kophawu olunye olukhulu.

Ngaba uye waphawula? Abantu abasathi "ndifuna ukuthenga ukutya eMeituan" kwakhona; bathi nje "Meituan." Ukutya, iiteksi, kunye negrosari, zonke zisebenzisa iMeituan.

Kuyafana nakwi-JD.com, eye yanda ukusuka kwiimveliso zedijithali ukuya kwiivenkile ezinkulu, ukutya okutsha, kunye nokuhamba. Abantu basathi, "Ndiza kuya kwi-JD.com ndiyijonge."

Oku kubonisa inyani: kumxholo we-Intanethi, iimveliso eziphezulu zezona zixhobo zinamandla.

Uphawu olukhulu olunjeiphelaI-Spaceship inokwamkela iimodyuli ezahlukeneyo zeshishini, kwaye abasebenzisi abayi kuziva bebhidekile konke konke.

Kutheni ithiyori yokubeka iphelelwe lixesha?

Kukho izizathu ezithathu eziphambili:

1. Ukungena komsebenzisi omanyeneyo: Ukukhangela, iingcebiso, kunye ne-APP ephezulu yenza ishishini elintsonkothileyo libe lula kwaye lithe ngqo.
2. Utshintsho kwiindlela zonxibelelwano: Ulwazi alunamanzi kwaye alusaxhomekeke kwibhombu yentengiso yenqaku elinye. Ukusasazwa kwebhrendi ngokwenene kwandisa umthwalo wokuqonda.
3. Iindleko zokuthembela ezicuthiweyo: Nje ukuba uphawu olukhulu lusekiwe, abasebenzisi bazimisele ukuzama amashishini amaninzi ngaphakathi kwenkqubo yendalo.

Ngamanye amazwi, abasebenzisi abayidingi "iimpawu ezincinci ezinokubeka ngokucacileyo"; banqwenela “uphawu olukhulu oluthembekileyo” olubavumela ukuba bacinge kancinci.

Ingqiqo yophawu lwekamva: indibaniselwano kunye ne-ecology

Khawufane ucinge ukuba "iFeizhu" ngokwenene ibizwa ngokuba "yiTaobao Travel", "Xianyu" iba "yiTaobao Second-hand", kwaye indawo yokungena "Ele.me" idityaniswe ngokupheleleyo "kwiTaobao Flash Purchase".

Ngaba uvakalelwa kukuba iTaobao ngokukhawuleza yaba yinto enamandla amakhuluUbomiUkungena?

Le yingcinga yexesha elizayo yeebrendi ze-Intanethi: umanyano, ukudibanisa, kunye ne-ecology.

Abasebenzisi abadingi ukwahlula amagama asixhenxe okanye asibhozo, kufuneka bakhumbule isimboli enye ephezulu.

Kufana nengqiqo ye-Apple: i-iPhone, i-iPad, i-iCloud-zihlala ziyi "Apple." Awuthengi nje imveliso; uthenga i-ecosystem epheleleyo.

Ukuqukumbela: Indlela yokugqibela yophawu

Ixabiso lethiyori yokubeka indawo kukuba yakha yanceda iinkampani ukuba zifunde ukugxila, kodwa kwimekobume ye-Intanethi yanamhlanje, imida yayo iya icaca ngakumbi.

Ukhuphiswano lohlobo lwexesha elizayo aluzukuba malunga "nokuba mangaphi amagama onawo adume ngakumbi?" kodwa malunga nokuba ngubani onokusebenzisa igama elinye ukuphatha iimeko ezininzi.

Oku kukutsiba ukusuka "kwinqaku elinye eliphumeleleyo" ukuya "kwindawo evaliweyo yendalo", kunye nenguqu yeparadigm ekuqondeni ishishini.

Uluvo lwam lobuqu lwelokuba ithiyori yokubeka izikhundla ayizange iphele, kodwa iye yavela. Ayiselilo "ishishini elinye, uhlobo olunye", kodwa "inkqubo yendalo enye, uphawu olunye olubalaseleyo".

NjengeIfilosofiNjengoko intetho isithi: Ubukho bunengqiqo, kodwa ukuba nengqiqo kufuneka kwakhona kuguquke kunye namaxesha.

Isishwankathelo sokugqibela

1. Ithiyori yokubeka iPositioning yakha yasebenza, kodwa iyimveliso yexesha loshishino.
2. I-Intanethi iyitshintshe ngokupheleleyo indlela iibrendi ezinxibelelana ngayo nezibonwayo, kwaye abasebenzisi baxhomekeke ngakumbi kwiiphothali nakwinkqubo yendalo.
3. Uvavanyo lwe-brand ka-Alibaba lubonisa ukuba ukusasazwa kweemveliso ezininzi ngokwenene kunciphisa ixabiso eliphambili.
4. Iimpawu eziphambili ziye zaba yindlela entsha, kwaye abasebenzisi bakhetha ukuba zonke iimfuno zabo zihlangatyezwe phantsi kohlobo olunye olukhulu.
5. Ingqiqo yophawu lwekamva ludibaniso kunye ne-ecology, ethwalwa luphawumdakunokwenzeka.

Ke, ukuba usasebenzisa indlela endala yokucinga ukwakha uphawu, kufana nokusebenzisa iNokia ukulwa ne-iPhone.iphitheneIshishini ngalinye kufuneka libe nesazisi esizimeleyo. Kungcono ukwakha i-brand egqwesileyo kwaye uyenze yonke indawo yokungena kubomi bomsebenzisi.

Le yeyona ndlela yokuphumelela.