Ingabe u-Hua no-Hua bawumbono wokuma?Uyini umehluko phakathi kwethiyori yokubeka indawo kanye ne-Hua Yuhua?

UkubekaIthiyori kanye nethiyori ye-Hua inomehluko obalulekile ekuphathweni kwebhizinisi nokumaketha.

Ingabe i-Hua Yu Hua iyithiyori yokumisa?

I-Hua kanye ne-Hua akuyona ithiyori yokuma, kodwa indlela yokuthengisa umkhiqizo esekelwe kumbono wokuma.

1. I-Positioning theory yahlongozwa ososayensi bezentengiso baseMelika uTrout noRees ngeminyaka yawo-1970., umqondo wayo oyinhloko uthi: thatha isikhundla esiyingqayizivele ezingqondweni zabathengi, ngaleyo ndlela uthole inzuzo yokuncintisana.
2. Indlela ye-Hua & Hua iphinde igcizelele ukuba nesikhundla esiyingqayizivele emiqondweni yabathengi, kodwa ukugxila kwayo "kuzimpawu."U-Hua & Hua ukholelwa ukuthi ukuma kwebhrendi akukhona nje kuphela ukuma kwemikhiqizo noma amasevisi, kodwa futhi nokuma kwezimpawu zomkhiqizo.Uphawu lomkhiqizo oluhle lungasiza abathengi ukuhlonza umkhiqizo ngokushesha nangokunembile futhi bakhe ukuqwashisa nomuzwa mayelana nomkhiqizo.

Umnyombo wethiyori yokumisa

Okokuqala, umehluko wabo oyinhloko usendleleni esiphethwe ngayo isiphetho sebhizinisi.

• Ithiyori yokuma igxile ekutholeni umphumela wokugcina engqondweni yekhasimende, ongamela isigaba esithile noma ukuqonda okuthile.
• Bese, wonke amasu agxile ekuzuzeni lesi sikhundla.Isibonelo, ukuthatha izimoto ezisetshenzisiwe zase-Guazi njengesibonelo, ibhizinisi eliwumgogodla wenkampani ukuthengiswa kwezimoto ezisetshenzisiwe.
• Ihlongozwe ngu-JHEzentengiselwanoUkuma kwabaphathi nakho kuwukuphela komdlalo ocacile.Ngale ndlela, izinkampani zingathuthukisa ukusebenza kahle kwesenzo ngasinye futhi ekugcineni zandise isabelo semakethe.

Izindlela eziyinhloko ze-Hua ne-Hua theory

Ngokuphambene nalokho, ithiyori ye-Hua ne-Hua ayigcizeleli ukusetha isiphetho, kodwa igxile kakhulu ekuxazululeni izinkinga zamanje.

Izindlela eziyinhloko zethiyori ye-Hua ne-Hua zifaka ithiyori ye-4P, ewukulungisa kabusha imikhiqizo yenkampani, iziteshi, intengo namasu okuthuthukisa.

• Ngaphezu kwalokho, iphinde igxile kuthiyori yesithombe somkhiqizo we-Ogilvy yokusungula isithombe somkhiqizo wenkampani ngokuxhumana komkhiqizo.Okokugcina, igcizelela ukuthuthukiswa kokusebenza kahle kokuxhumana, okuhlanganisa nokwenza kahle kokuxhumana kwezindawo zokuthengisa umkhiqizo kanye nemikhiqizo.
• Kungabonakala ukuthi ithiyori ye-Hua ne-Hua igxile kakhulu ekuxazululeni izinkinga zokumaketha zamabhizinisi, kunokugcizelela ukuthola isiphetho esicacile njengethiyori yokumisa.
• Lokhu akukona ukubukela phansi i-theory ye-Hua ne-Hua. Eqinisweni, amabhizinisi amaningi aphakathi nendawo namakhulu anesidingo esikhulu salezi zindlela esigabeni esithile, ngoba angeke azimisele ukutadisha amasu okuthengisa ngokujulile ngokwawo, kodwa azimisele ukuthenga. izinsiza zokubonisana eziphezulu.
• Ukuthenga izinsiza zokubonisana ze-Huayuhua kufana nokuthenga izinsiza zethrafikhi. Zombili zenzelwe ukuvala ukuntuleka kwamakhono athile enkampani futhi zihlangabezane nezidingo zezinkampani eziningi.
• Kafushane, ithiyori yokubeka igxile kakhulu ekubonisaneni ngamasu, kuyilapho ithiyori ye-Hua ne-Hua igxile kakhulu ekuxazululeni izinkinga zokumaketha ekuthuthukisweni kwebhizinisi.

Nakuba i-H&H ingaphinda ixazulule izinkinga zamasu, ukuqaliswa kanye nempumelelo yesu kuhlobene kakhulu namandla enkampani uqobo.

Ifemu yokubonisana ingase iqhamuke nokuma okuhle kakhulu, kodwa kuzothatha umzamo omkhulu ukuze ibhizinisi likufeze, futhi kungase kudingeke ukuba liyeke okuthile, ukuze ukwaneliseka kwamakhasimende kungabi kuphezulu njalo ngoba akuwona wonke amaklayenti. uzibophezele ekwenzeni isu.Okokugcina, ukusetshenziswa kwesu kungase kudingeke ukuthi kuthuthukiswe ngokusekelwe ezimweni ezithile zebhizinisi.

Ukuvumelana nezimo kwethiyori ye-Hua ne-Hua

Ithiyori ye-Hua ne-Hua ilele ekhonweni layo lokusiza izinkampani zithole amathuba emakethe ahlukene ukuze zifinyelele izinjongo zamasu.

Leyo yinto ehlakaniphile mayelana nethiyori ye-S&W, ingenziwa ngendlela oyifisayo ngokwezidingo zebhizinisi futhi ibanike imininingwane ebalulekile yemakethe.

Mayelana nokuma kwamasu, “Imodeli Yedayimane Yecebo” ku-Sino-Sino Theory inikeza imibono ebalulekile.

U-Hua & Hua ukholelwa ukuthi ukuma kwesu kwebhizinisi kungahlukaniswa ngezinhlobo ezintathu: ukuma kwemishini yebhizinisi, ukuma kwamasu ebhizinisi kanye nokuma kwebhizinisi.

Amaleveli ahlukene wokuma kwe-Hua & Hua theory management positioning

Okokuqala, singacabangela amazinga ahlukene wokuma kwebhizinisi.

1. Izinga lokuqala wukumisa umsebenzi webhizinisi: Igcizelela umgomo wamabhizinisi emphakathini kanye nendlela yokuxazulula izinkinga zomphakathi.Leli zinga lingabuye lithathwe njengendawo yokuhlukaniswa kwezenhlalo yabasebenzi, okuhlanganisa isiqondiso senhloso yebhizinisi impilo yonke.
2. Izinga lesibili ukuma kwesu lebhizinisi:Igxile ekutheni liyini ibhizinisi eliwumgogodla wenkampani nokuthi imiphi imikhiqizo namasevisi inkampani ewahlinzekayo.Leli zinga lingatholakala e-China kanye nemodeli yamasu "yeZiqu-zintathu" yaseChina, lapho izinkampani zidinga ukusebenzisa isethi ephelele yemikhiqizo namasevisi ukuxazulula izinkinga ezithile zomphakathi.
3. Izinga lesithathu ukuma kwemisebenzi yebhizinisi: Lokhu kuhlobene eduze nokuma kwesu kuka-Michael Porter, okubandakanya isethi ehlukile yemisebenzi yokusebenza edizayinelwe ukuletha inani eliyingqayizivele, ukunciphisa izindleko eziphelele, nokwenza kube nzima ngabaqhudelana nabo ukulingisa.Ukuma kwezinga lesithathu kunikeza ukwesekwa kwesu lebhizinisi lezinga lesibili, kanti izinga lesibili liyindlela yokufeza umgomo webhizinisi wezinga lokuqala.

• Ekugcineni, ukuma kwebhizinisi lezinga lokuqala kuwumgomo omkhulu webhizinisi, futhi umgomo walo oyinhloko uwukusebenzela njalo inhloso yomphakathi.
• Lezi zikhundla ezintathu zihlobene futhi zisekela ibhizinisi ekufezeni umgomo walo womphakathi, ukuhlinzeka ngemikhiqizo namasevisi, kanye nokubona inani eliyingqayizivele ngemisebenzi yebhizinisi eyingqayizivele.

Uyini umehluko phakathi kwethiyori yokubeka indawo kanye ne-Hua Yuhua?

Umehluko phakathi kwethiyori yokumisa kanye ne-Hua ubonakala kakhulu kulezi zici ezilandelayo:

• Ithiyori yokuma igcizelela ukuncintisana, kuyilapho u-Hua no-Hua begcizelela ukuhlukanisa.Ithiyori yesikhundla ithi ukuma kwebhrendi kumele kwehlukaniswe kwabaqhudelana nabo ukuze kuzuzwe inzuzo yokuncintisana.U-Hua & Hua ukholelwa ukuthi ukuma kwebhrendi kufanele kuqale kumbono wokuhlukanisa futhi kuthole iphuzu eliyingqayizivele elingaheha abathengi.
• Ithiyori yokuma igcizelela isu, kuyilapho u-Hua no-Hua begcizelela amaqhinga.I-Positioning theory ixazulula inkinga yesu lomkhiqizo, okungukuthi, ukuthi umkhiqizo kufanele ubekwe kanjani emakethe.Indlela ye-Hua & Hua ixazulula inkinga yamaqhinga omkhiqizo, okungukuthi, indlela yokuqinisa ukuma komkhiqizo ngezimpawu zomkhiqizo.
• Ithiyori yokuma igcizelela ukuhluzeka kwengqondo, kuyilapho u-Hua no-Hua begcizelela ukuba nomqondo.I-Positioning theory ikholelwa ukuthi ukuma kwebhrendi kufanele kusekelwe ezidingweni ezinengqondo zabathengi.Indlela ye-Hua & Hua ikholelwa ukuthi ukuma kwebhrendi kufanele kukwazi ukuvuselela imizwa yabathengi, ngaleyo ndlela kusungulwe ukuqwashisa ngomkhiqizo okuqinile.

Sekukonke, ithiyori yokubeka indawo kanye ne-Hua ne-Hua zombili izindlela ezibalulekile ekukhangiseni komkhiqizo.Ithiyori yokubeka igcizelela ukuncintisana namasu, kuyilapho indlela ye-Hua ne-Hua igcizelela ukuhlukanisa namaqhinga.Zombili lezi zindlela zinezinzuzo zazo kanye nokubi, futhi izinkampani zingakhetha ngokuvumelana nezimo zazo.

Kusukela ekuhlaziyeni okungenhla, kungabonakala ukuthi ithiyori ye-Hua ne-Hua ihambisana nombono ka-Trout mayelana nomqondo othi "isu liyisethi eyingqayizivele yemisebenzi yebhizinisi".

Ngamafuphi, ithiyori yokubeka indawo kanye nethiyori ye-Sino-Sino inezinzuzo zayo kanye nezindawo zokusebenzisa lapho ibhekene nezinkinga zamasu.