Ingabe ithiyori yokumisa umkhiqizo isiphelelwe yisikhathi? Amabhrendi aphezulu e-inthanethi ayindlela entsha

UkubekaIngabe umbono wokuthi ibhizinisi ngalinye kufanele libe nomkhiqizo walo uphelelwe yisikhathi? Umqondo omusha wokumaketha kwe-inthanethi wembuliwe!

Usakholelwa ukuthi "ibhizinisi elilodwa, uhlobo olulodwa" liyindlela okufanele uhambe ngayo? Vuka! Lo mbono uphelelwe yisikhathi esikhathini se-inthanethi!

Ithiyori yokuma yendabuko isitshela ukuthi umkhiqizo udinga ukuba nephuzu elilodwa lokuphumelela, futhi ibhizinisi ngalinye kufanele libe nomkhiqizo.

Isibonelo, uZhang San uthengisa izicathulo, futhi uphawu lwakhe lubizwa ngokuthi "Run Fast"; U-Li Si udayisa amanzi, kanti uhlobo lwakhe lubizwa nge-“Qingngqungquan”.

Umqondo uzwakala unengqondo: abasebenzisi banobuchopho obulinganiselwe, futhi ukungabaniki isikhala sokukhumbula kulingana nokunikeza ibhizinisi kwabanye.

Kodwa namuhla, indlela i-inthanethi esebenza ngayo isiwuchithile ngokuphelele lo mthetho wensimbi. U-Alibaba uyisibonelo esiphilayo.

I-Golden Age ye-Positioning Theory

"IBhayibheli" lokumaketha ekhulwini elidlule cishe lonke lalikhuluma ngeqiniso elilodwa: ukuthatha izingqondo zabasebenzisi.

Ngakho, i-positioning theory yaba khona.

Lo mbono uthi ukuqonda komsebenzisi kufana nebhodi elincane ebuchosheni, elinamandla alinganiselwe okukhumbula. Uma izinkampani zenza izinhlobo eziningi zemikhiqizo, kuzodida abathengi kuphela.

Yingakho i-Coca-Cola isebenza kuphela njengomkhulumeli we "injabulo" futhi i-Nike imemeza kuphela "Just Do It". Ukugxila kakhulu ukunqoba.

Kuzwakala kuphelele, akunjalo? Inkinga iwukuthi, le theory iwumkhiqizo wenkathi yezimboni. Ngaleso sikhathi, ukuxhumana komkhiqizo kwakuthembele ezikhangisweni zethelevishini nakumaphephandaba, futhi kwakusebenza kahle kakhulu ukuthi uhlobo lungene emakethe eyodwa.

I-inthanethi idiliza izithiyo zengqondo

Lapho kuvela i-Intanethi, imithetho yokuqonda yashintsha ngokuphelele.

Kungani? Ngoba ithrafikhi ihlanganisiwe futhi indawo yokungena ihlangene.

Isibonelo: UyavulaI-Taobao, ungakwazi ngempela ukuthenga yonke into - izingubo, ukudla okulula, amathikithi endiza, izimpahla eziseke zasetshenziswa. Ngokombono wendabuko wokuma, lokhu kumane kuyinhlekelele, ngoba igama elithi "Taobao" alicacile ezingqondweni zabasebenzisi. Ingabe inkundla yokuthenga noma iwebhusayithi yezokuvakasha?

Kodwa iqiniso liwumlingo: abasebenzisi abadidekile nhlobo.

Kungani? Ngoba ibha yokusesha ilapho. Uma ufuna amathikithi endiza, usesha i-"Feizhu"; uma ufuna ukuthenga izinto ezisetshenzisiwe, usesha i-"Xianyu"; uma ufuna ukukhipha, useshela okuthi "Ele.me" noma "Taobao Flash Sales."

I-inthanethi inciphise kakhulu izindleko zokuqwashisa ngomkhiqizo. Abasebenzisi abasanciki "kuhlobo olulodwa" ukuze bakhe izinkumbulo, kodwa kunalokho bathembele ekungeneni kwenkundla nezincomo ze-algorithm.

Ukuhlolwa komkhiqizo we-Alibaba

U-Alibaba wayekholelwa embonweni wokumisa kakhulu ngaleso sikhathi.

Ngakho-ke badale i-Fliggy, i-Ele.me, i-Xianyu, i-Koubei... inqwaba yemikhiqizo engaphansi, ebukeka njenge-zoo yonke.

Kodwa uma ngibheka emuva manje, inkinga iyaphakama.

Thatha okuthi "飞猪" njengesibonelo. Lapho abasebenzisi bezwa igama, ukusabela kwabo kokuqala kuthi: Kuyini lokhu? Ipulazi lezingulube? Noma indiza?

Uma ibibizwa nge-"Taobao Travel", ubungayiqonda ngokushesha?

Ake sibheke okuthi "Xianyu." Umsebenzisi omusha angase angazi ukuthi inkundla yokuhweba ngamasekeni ngokuzwa nje igama. Kodwa uma bekuthiwa "i-Taobao Secondhand," bebengeke yini baqonde ngokushesha?

U-Alibaba usanda kufaka ukungena kwe-Ele.me eTaobao futhi wethula "I-Taobao Flash Sale". Lesi isignali: sebeqalile ukubona ukuthi imikhiqizo ehlakazekile yehlise inani leTaobao njengomnyango omkhulu.

Isikhathi sama-super brand sesifikile

Namuhla, abasebenzisi bancamela ukuthi zonke izidingo zabo zixazululwe ngaphansi komkhiqizo owodwa omkhulu.

Ingabe nawe ubonile? Abantu abasasho ukuthi "Ngifuna ukuthenga igrosa e-Meituan"; bavele bathi "Meituan." Ngokudla, amatekisi, negrosa, konke kusebenzisa i-Meituan.

Kunjalo nange-JD.com, eye yanda isuka emikhiqizweni yedijithali yaya ezitolo ezinkulu, ukudla okusha, nokuvakasha. Abantu basathi, "Ngizoya ku-JD.com ukuze ngiyihlole."

Lokhu kukhombisa iqiniso: kumongo we-inthanethi, ama-super brand ayizikhali ezinamandla kakhulu.

A brand big likeumkhathiI-Spaceship ingamukela amamojula ebhizinisi ahlukahlukene, futhi abasebenzisi ngeke bazizwe bedidekile nhlobo.

Kungani ithiyori yokubeka iphelelwe yisikhathi?

Kunezizathu ezintathu ezibalulekile:

1. Ukungena komsebenzisi okuhlanganisiwe: Ukusesha, izincomo, kanye ne-super APP kwenza ibhizinisi eliyinkimbinkimbi libe lula futhi liqonde.
2. Izinguquko ezindleleni zokuxhumana: Ulwazi alunamanzi futhi alusancikile ekuqhutshweni kokukhangisa kwephuzu elilodwa. Ukusatshalaliswa komkhiqizo empeleni kukhulisa umthwalo wokuqonda.
3. Izindleko zokuthembela ezehlisiwe: Uma umkhiqizo omkhulu ususunguliwe, abasebenzisi bazimisele ukuzama amabhizinisi amaningi ngaphakathi kwe-ecosystem yawo.

Ngamanye amazwi, abasebenzisi abadingi inqwaba "yemikhiqizo emincane enendawo ecacile"; bafisa “uphawu olukhulu oluthembekile” olubavumela ukuba bazisindise enkingeni yokucabanga.

I-logic yomkhiqizo wesikhathi esizayo: ukuhlanganiswa kanye ne-ecology

Cabanga ukuthi uma i-"Feizhu" iqanjwa kabusha ngokuthi "I-Taobao Travel", "Xianyu" iba "Isandla Sesibili se-Taobao", futhi indawo yokungena ethi "Ele.me" ihlanganiswe ngokuphelele "Kuthengiwe kwe-Taobao Flash".

Ingabe unomuzwa wokuthi iTaobao isiphenduke iqhawe elinamandla onke ngokusheshaImpiloUkungena?

Lona umqondo wesikhathi esizayo wemikhiqizo ye-inthanethi: ukuhlanganisa, ukuhlanganisa, kanye nemvelo.

Abasebenzisi abadingi ukuhlukanisa amagama ayisikhombisa noma ayisishiyagalombili, badinga nje ukukhumbula uphawu olulodwa olukhulu.

Kufana nokunengqondo kwe-Apple: i-iPhone, i-iPad, i-iCloud-zihlala ziyi-"Apple." Awugcini nje ngokuthenga umkhiqizo; uthenga i-ecosystem ephelele.

Isiphetho: Ifomu Lokugcina Lomkhiqizo

Inani lethiyori yokubeka indawo ukuthi yake yasiza izinkampani ukuthi zifunde ukugxila, kepha endaweni yanamuhla ye-inthanethi, ukulinganiselwa kwayo kuya ngokuya kucaca.

Umncintiswano womkhiqizo wesikhathi esizayo ngeke ube mayelana nokuthi "mangaki amagama onawo adume kakhulu?" kodwa mayelana nokuthi ubani ongasebenzisa igama elilodwa ukuthwala ezinye izimo.

Lokhu ukugxuma kusuka "ephuzwini elilodwa" kuya "ku-loop evaliwe yemvelo", kanye nenguquko yepharadigm ekuqapheliseni ibhizinisi.

Umbono wami siqu ukuthi i-positioning theory ayifanga, kodwa isiguqukile. Akuselona "ibhizinisi elilodwa, uhlobo olulodwa", kodwa "i-ecosystem eyodwa, uhlobo olulodwa olukhulu".

NjengeIfilosofiNjengoba isisho sithi: Ubukhona bunengqondo, kodwa ukuhluzeka kufanele kuguquke nezikhathi.

Isifinyezo sokugcina

1. I-Positioning theory yake yasebenza, kodwa iwumkhiqizo wenkathi yezimboni.
2. I-inthanethi iyishintshe ngokuphelele indlela amabhrendi axhunyanwa ngayo futhi abonwa ngayo, futhi abasebenzisi bancike kakhulu kumaphothali namasistimu ezinto eziphilayo.
3. Ukuhlolwa komkhiqizo we-Alibaba kukhombisa ukuthi ukuhlakazeka kwemikhiqizo eminingi empeleni kunciphisa inani elibalulekile.
4. Ama-Super brand asephenduke inkambiso entsha, futhi abasebenzisi bancamela ukuhlangatshezwana nazo zonke izidingo zabo ngaphansi komkhiqizo owodwa omkhulu.
5. Umqondo womkhiqizo wesikhathi esizayo uwukuhlanganisa kanye nemvelo, ethwalwa uphawuokungenamkhawulokungenzeka.

Ngakho-ke, uma usasebenzisa indlela yakudala yokucabanga ukwakha umkhiqizo, kufana nokusebenzisa i-Nokia ukulwa ne-iPhone.iphitheneIbhizinisi ngalinye kufanele libe nobunikazi obuzimele. Kungcono ukwakha umkhiqizo omkhulu futhi uwenze wonke umnyango wempilo yomsebenzisi.

Lena indlela yangempela yokuwina.