Qeb ntawm cov khoom thiab cov kev pab cuam: hauj lwm, kev faib thiab hom

Thawj thiab foremost ua ntej koj xaiv yuav ua li cas rau hauv qeb ntawm cov khoom yog txiav txim los ntawm qhov yuav tsum tau to taub qhov yooj yim cov ntsiab lus uas. Qhov zoo tshaj ntawm cov khoom yog kiag li tag nrho cov uas yog ib tug tej yam muaj nuj nqis rau lub lag luam niaj hnub no thiab yuav muab muag. Raws li, qhov khoom qeb yuav ua tau txawv heev, thiab cov khoom ntawm peb myriad, thiab txhua tus ntawm lawv yuav tsum tau ib tug kiag li cim li mus kom ze thiab cov kev siv uas tsim nyog advertising kev daws teeb meem.

Yuav ua li cas yog qhov teeb meem?

Nrog rau cov zaj uas lub sij hawm yuav ntau thiab ntau nyuaj rau tau nyob rau hauv hnub no tus lag luam ib co kev vam meej, vim hais tias ntawm lub kaum ntawm txhiab ntawm txawv khoom uas hais tias tau tuaj mus rau kev ua lag luam txhua xyoo, lub loj feem ntau nws thiaj li ploj kiag li, thiab lawv implementers loj losses. Nyob rau hauv cov ntaub ntawv no, tej zaum lawv yuav txawm muaj ib tug ncaj high quality, ua nyob rau hauv raws li kim txoj kev loj hlob thiab tom qab ua ntej ua lag luam kev tshawb fawb.

Tsis tas li ntawd, cov tsis ua hauj lwm yuav ua tau ib tug tej yam khoom, uas yog ib tug kawm tau zoo nyob rau hauv lwm yam kev lag luam. Nyob rau hauv kev, nws yog feem ntau pom nyob rau tej qho ciaj uas muag, qhov twg kev muag khoom ntawm yav tas los kev vam meej cov khoom yuav heev lub caij nplooj zeeg. Nyob rau hauv tas li ntawd, peb yuav tsum tsis txhob hnov qab hais tias ib tug qeb ntawm cov khoom tej zaum yuav sib txawv kiag li muag los ntawm cov sib txawv tuam txhab uas muag.

Yog vim li cas yog no mas?

Ntawm cov loj loj xov tooj uas tau ua rau ntawm cov feem ntau distinguished nyob rau hauv cov ntaub ntawv no tsuas yog ib tug - cov niaj hnub advertisers thiab marketers yuav tsis yeej ib txwm nqa tawm ib tug tag nrho tsom xam ntawm nws tus kheej cov khoom kom raug, thiab yuav tsis xav tias tag nrho nws cov subtleties. Tswv yim kev qhia tias cov muaj tswv yim siv ntawm qhov subtleties ntawm txhua yam khoom nyob rau hauv lub kawg muab lub implementor loj loj zoo, thiab nyob rau tib txoj kev nyob rau hauv cov ntaub ntawv ntawm tsis saib tsis xyuas tej kev nthuav dav, rooj plaub yuav tig mus rau hauv ib tug tag nrho cov tsis ua hauj lwm.

Tsis muaj peev xwm mus nqa tawm tswv yim tsom xam due rau lub fact tias nyob rau hauv niaj hnub ntaub ntawv yog heev yooj yim los mus txiav txim leej faib ntawm cov khoom thiab saib uas nqi pawg ntawm cov khoom muaj ib co kev. Nws yog vim li no hais tias muaj ntau cov lag luam yog sim hais nrog hais tias, yog dab tsi lub ntsiab sib txawv ntawm qhov sib txawv pawg ntawm cov khoom thiab yuav ua li cas qhia rau lawv kom to taub thiab siv rau hauv lawv cov chaw ua hauj lwm.

Yuav ua li cas yog lub division?

Zoo pawg ntawm cov khoom - yog qhov tseem ceeb txoj kev lub zwj ceeb tis ntawm cov khoom noj khoom haus pab pawg. Peb pog koob yawg koob tsis muaj tej teeb meem yuav sau cov ntsiab pawg ntawm cov kev pab cuam thiab cov khoom ntawm lawv lub sij hawm, tab sis nyob rau hauv peb kev muaj tiag yog yuav luag tsis yooj yim sua ua hauj lwm, vim hais tias niaj hnub cov neeg puag ncig ib tug myriad ntawm txawv cov khoom thiab pawg, thiab nrog lawv ua ntau thiab ntau txhua txhua xyoo. Nws yog ib nqi sau cia qhov tseeb hais tias lawv yog ua ntau thiab ntau txhua xyoos tas ib xyoos. Thiab nws tseem yog yuav tsum tau to taub kom raug.

Ib tug tshwj xeeb qhov chaw yuav tsum muab sau ua ke rau ntawd qeb ntawm cov khoom yog txiav txim los ntawm lub (khoom), thov lub title ntawm txoj kev, vim hais tias muas thaum chiv thawj xws li ib tug cov khoom tsis yog txiav txim los ntawm tej yam pab pawg neeg. Nyob rau hauv cov ntaub ntawv no, peb nco ntsoov xwb lub ntsiab tiam sis thiab cov yam ntxwv ntawm cov pawg, uas muaj peev xwm nyom lub chaw ua hauj lwm ntawm hnub no lub sellers thiab marketers.

commoditization

Lo lus ntawm lub khoom muag, uas tuaj rau peb los ntawm cov lus Askiv hais lus, txhais tau tias ib tug tej yam ntau yam khoom uas yuav tsum tau yuav luag nyob qhov twg. Nyob rau hauv kev, qhov no muaj xws li cov pawg ntawm cov khoom nyob rau hauv lub khw, ib yam li zaub thiab txiv hmab txiv ntoo, raws li tau zoo raws li ntau lwm yam uas yog siv txhua txhua hnub rau ib hnub.

Daim ntawv ntawm tej pawg yog tas li ntau thiab ntau zog los ntawm tib lub "commoditization". Qhov no tshwm sim yog vim lub fact tias los ntawm kev siv ntawm xoom-kho raws ntau lawm, raws li tau zoo raws li ib tug tswv tsev los ntawm lwm yam niaj hnub ua tau, lub predominant feem ntau ntawm cov pawg ntawm cov khoom zoo tau leveled tawm mus xws li ib qhov kawg hais tias cov tub lag luam yuav luag tsis muaj teeb meem leej twg yog qhov zoo tshaj plaws mus yuav ib tug tej yam khoom.

Piv txwv li

Raws li ib qho piv txwv, koj yuav siv tau ib daim qeb ntawm cov khoom - computers. Yog hais tias ua ntej ntau yuav tam sim ntawd paub qhov txawv ib tug computer los ntawm ib tug tej yam zoo-paub hom "anonymous" kev xaiv, thiaj li hais tias cov thawj muab kwv yees li 20-40% piv nrog rau kev xaiv lub xeem, tab sis hnub no muaj coob tus neeg xav kom cia li yuav ib lub computer nrog rau cov tsim nyog yam ntxwv uas yog haum rau tibneeg xav tau dabtsi . Cov tib mus rau fax, cov xov tooj thiab txawm ib tug ntau yam ntawm lwm yam pawg.

Yuav ua li cas nyob rau hauv xws li ib tug teeb meem no?

Nyob rau hauv cov kev tshwm sim hais tias ib tug tej yam khoom yog kommoditizirovana, koj yuav tsum txhais kom meej los yog twb tsim tau ntau heev tshaj dua kev hloov maj mam muag cov ntsiab lus, thiab ua kom rais los preferable vim tus me nyuam thiab kev them nyiaj nqe lus, kev pab, nqi, ib qho yooj yim installation, warranties thiab lwm yam yam. Nyob rau hauv cov ntaub ntawv no, koj yuav tau ib cov kom zoo dua rau ntau cov neeg muas zaub, raws li nws muaj pom tej yam kev mob rau lub tshaaj ntawm kev txaus siab rau lawv cov khoom.

Yog nws siv nyiaj txiag rau advertising ntawm tej khoom?

Khoom ntawm ib tug tej yam muaj peev xwm thab muag khoom siv tsis banality, tab sis nws yog tseem kiag li txhua leej txhua tus yuav hais tias, "Muab kuv peb lub ncuav," hais txog ntawm tej kev hom nyob rau hauv nqe lus nug.

Nyob rau tib lub sij hawm, yog tias koj ua nyob rau hauv koj txheem khoom ntawm ib co zoo kawg, uas twb muaj lawm nyob rau hauv kev muaj tiag, uas yog, ua rau nws sawv tawm nyob rau hauv nws cov qeb, nyob rau hauv cov ntaub ntawv no nws yuav tsum tau tiag tiag kom muaj kev cuam tshuam rau kev siv cov advertising, uas yuav piav rau tib yam cov neeg siv yooj yim cov kev pab cuam lawv yuav neeg los ntawm kev hloov kho siv. Nws yog ib nqi sau cia hais tias lub overwhelming feem ntau ntawm cov neeg mob, yog tias koj cov khoom yuav mus rau hauv qeb, raug "commoditization" xws hloov hloov zuj zuj txaus xab qhia ntawm lub hnab.

txoj kev loj hlob proposals

Nyob rau hauv feem ntau pawg hnub no cim kev loj hlob sai ntawm competing tuam txhab uas muag. Nyob rau hauv no hais txog, nyob rau hauv tas li ntawd mus commoditization, nws zoo heev complicates kev yuav xaiv, thiab khw muag khoom thiab marketers yog ua ntau thiab ntau nyuaj mus koom nyob rau hauv zoo nce qib ntawm nws tus kheej cov khoom.

dynamism

Pawg ntawm cov khoom thiab cov kev pab cuam txawv nyob rau hauv muaj zog. Ib txhia twb muaj ob peb xyoo lawm, los yog txawm centuries, yog li ntawd tsis muaj ib tug yog txawm tos rau lawv nyob rau hauv tej yam loj hloov. Nyob rau tib lub sij hawm, nyob rau hauv hnub no lub siab-tech pawg rau ntawm qhov chaw yog heev, heev sai hloov.

Nyob rau hauv thawj cov ntaub ntawv ntawm advertisers yog me me txaus, koj muaj peev xwm tham ntau li ntau thiab raws li paub zoo cov ntaub ntawv, nyob rau hauv lub thib ob nws yog feem ntau los xyuas kom meej zoo muag yuav tau piav qhia txog tag nrho ib tug ntau ntawm cov pov thawj tau txais kev pab uas yog tsis versed nyob rau hauv cheeb tsam no.

softness

Lub koom haum ntawm cov khoom no kuj muaj ib tug tej yam softness thiab rigidity. Nyob rau hauv cov ntaub ntawv no, lub sij hawm "mos mos" txhais tau tias los ntawm nws tus kheej hais tias tus buyer yuav tsis kam yuav cov khoom los ntawm qhov no pab pawg neeg nyob rau hauv cov kev tshwm sim hais tias nws cov kev ua lag luam yog tsis muaj nyiam hom. Yog li, yog hais tias muaj yog tsis Coca-Cola, nws yuav siv sij hawm ntau Pepsi los yog lwm yam dej haus, thiab nyob rau hauv lub qhaj ntawv ntawm ib co Mercedes txiav txim siab tsis tos rau ob peb lub hlis, txoj cai tsheb, tab sis tsuas yog tau lwm lub tsheb.

tseem ceeb

Nws yog tsim nyog kom raug to taub yog vim li cas yog vim li cas niaj hnub cov neeg them ib tug ntau ntawm lub sij hawm xaiv tej yam zaub mov, thaum lwm tus neeg tau yuav luag tsis xav. Ntawm no yog lub point yog tias cov khoom muaj ntau qhov tseem ceeb rau tib neeg, thiab nyob rau hauv lub loj feem ntau ntawm cov mob nws yog txiav txim los ntawm tus nqi ntawm ib tug tej yam ntawm cov khoom.

Xaiv yeej tseem ceeb cov khoom, muaj coob tus neeg puas kam ua ib tug loj npaum li cas ntawm muag ntaub ntawv, thiab nws yuav tsum tau kom zoo coj mus rau hauv tus account nyob rau hauv kev tsim kho ntawm ib tug advertising phiaj los nqis tes.

khoom

Nyob rau hauv raws li ntau niaj hnub tshawb fawb nyob rau hauv cov kev ua lag luam niaj hnub no muaj ntau tshaj ib lab txawv khoom, thiab nyob rau hauv niaj hnub supermarkets yuav pom nyob rau tib lub sij hawm rau 40,000 khoom, txhua tus uas muaj nws tus kheej cov yam ntxwv, zoo thiab tsis zoo.

Lub ntsiab lub hom phiaj txog kev lagluam - nws yog zoo yuav tsum paub thiab to taub txog cov qhua tuaj noj mov ces nws yuav tsum tau cov khoom los yog cov kev pab cuam yuav tsum mus raws li zoo li sai tau thiab raws li ib tug tshwm sim pib mus muag rau lawv tus kheej. Yog li ntawd nws yog tsim nyog los raug to taub lawv tus kheej mus muag tsis tau txhua yam khoom, thiab qhov no tshwm sim xwb nyob rau hauv cov kev tshwm sim hais tias, tsuas yog saib cov khoom, ib tug yuav to taub txhua yam txog cov khoom, los yog tsawg kawg npaum li cas.

Yog hais tias koj pom cov khoom uas tag nrho cov haum yooj yim, muaj tsawg cuab teeb meem no yog nyuab dua. Yog li ntawd nws yog tsim nyog los nkag siab kom raug, uas muaj ib tug txawv degree of non-obviousness ntawm cov khoom, thiab raws li ib qho piv txwv, tib lub computer, uas yog yooj yim txaus los mus kawm nyob rau hauv tsos, tiam sis nws yuav tsis yooj yim sua los mus txiav txim vim hais tias ntawm nws tus yam ntxwv.

Cov tsos ntawm ib tug loj tus naj npawb ntawm cov khoom muaj peev xwm txawm hais tsis muaj dab tsi txog lub ntsiab lub hom phiaj ntawm tej khoom, los yog tham txog nws xwb vaguely. Yog li, nyob rau hauv Feem ntau ib qho kev zoo niaj hnub siv hluav taws xob sawv cev rau ib tug txhais li cas txheem thawv.

cov kev pab cuam

Nyob rau nruab nrab, yuav luag 70% ntawm GDP nyob rau hauv tsim lub teb chaws niaj hnub no nws yog muab rau los ntawm cov kev pab cuam sector, thiab cov sector muaj ib tug heev, heev loj hlob nqi. Nrog ib tug lossis loj ntau yam ntawm cov kev pab cuam nws yog heev yooj yim los mus txiav txim nrog rau tej qho nta, thiab lawv yuav tsum tau muab faib mus rau hauv cov neeg uas tsis yuav tsum tau qhov ncaj kev koom tes ntawm cov qhua tuaj noj mov nyob rau hauv tus txheej txheem ntawm kev siv, raws li tau zoo raws li cov neeg uas tsis tau ua yam uas tsis muaj kev koom tes ntawm cov neeg muas zaub. Ntawm cov tom kawg yuav txawv kev kho mob, kev noj kev haus, advertising thiab kev kawm cov kev pab cuam nyob rau hauv qhov kev siv ntawm cov uas tus kws kho mob yuav tsum tau kom raug nrog cov neeg.

Services txawv los ntawm cov khoom kuj vim lub fact tias nyob rau hauv cov ntaub ntawv qhov yuav tsum tau tshwm sim lawv yuav ua tau cia li txaus hloov, yog li ntawd marketers muaj tswv yim ntau qhov chaw.

Khoom siv thiab kev pab

Nyob rau hauv tus txheej txheem ntawm commoditization ntawm lub ntau yam pawg ntawm lub lag luam sib ntaus sib tua rau lub ntxiv nyiaj tshwj xeeb raws li ib tug tshwm sim ntawm maj pib ua hauj lwm ceev ntawm cov kev pab cuam. Yog li, niaj hnub khw muag khoom noj yuav lwv tsis tau tsuas yog nyob rau hauv tus nqi ntawm cov khoom muaj, tab sis kuj muaj ntau yam kev pab cuam, muab ntau dua purchase ceev, txaus thiab tus nqi ntawm tus me nyuam ntawm yuav khoom, chaw nres tsheb thiab ntau dua.

Tej neeg muaj peev xwm txawm overpay ib tug me ntsis rau cov khoom nyob rau hauv cov kev tshwm sim hais tias thaum lub tib lub sij hawm nws yuav muab ib tug high-zoo cov kev pab cuam ntawm ib tug tsim nyog tus nqi piv rau cov neeg sib tw. Yog li ntawd nws yog tsim nyog los raug to taub tias niaj hnub manufacturers thiab lwm ntawm ntau hom ntawm cov khoom feem ntau khwv tau nyiaj ntau precisely los ntawm lub tswv yim kev pab cuam.