Yuav ua li cas yog hom kev tswj? Txoj kev ntawm hom kev tswj

Hom kev tswj - yog ib tug txheej ntawm li cov tswv yim uas yog thov kom muaj ib qho kev hom, cov khoom los yog kev pab nrog rau cov aim zuj zus tseem ceeb nyob rau hauv lub xaav ntawm zaum kawg tau txais kev pab thiab lub hom phiaj cov neeg tuaj saib. Los ntawm cov txhais nws yog tseeb hais tias qhov no yog ib tug complex thiab ntau haiv neeg txoj kev, vim muaj ntau li ntau sib txawv cov khoom thiab cov kev pab cuam nyob rau hauv ib lub lag luam khwv nyiaj txiag.

cov hom phiaj

Hom Management aims kom tus nqi ntawm ib hom. Nyob rau hauv cov ntaub ntawv no, tus nqi - qhov no yog qhov kev pab khwv tau los ntawm lub chaw tsim tshuaj paus. Nws yuav tsum tau muab sau tseg hais tias lub tswv yim xws li hom kev tswj, marketing thiab PR - yog ob yam sib txawv. Nyob rau hauv rooj plaub thawj tswj ua nyiaj txiag cov ntaub ntawv thiab nyiaj yog, raws li lawv kev ua tau zoo suav khoom. Nyob rau hauv lub thib ob cov ntaub ntawv, cov nyiaj txiag rau li txoj kev sib tw tseem ceeb nyob rau thaum xaus ntawm lub lag luam txoj kev npaj, qhov tseeb "remnants". Txoj ntsiab cai tib feem ntau siv rau cov pej xeem sib raug zoo. Raws li, nyob rau hauv sib piv rau cov pej xeem sib raug zoo thiab marketing, hom kev tswj tseem ceeb xaiv yaam luag hauj lwm nyob rau hauv lub koom haum.

Keeb kwm thiab kev loj hlob

Lub sij hawm "hom kev tswj" nyob rau hauv 1930 nyob rau hauv ib tug nrog memo ntawm lub advertising department neeg ua hauj lwm Procter thiab Twv txiaj Neil McElroy. Nws npaj siab yuav ua kom paub ib tug tshiab txoj hauj lwm hu ua "brand-cov txiv neej" thiab formulated cov hauj lwm. Neil McElroy ntse embodied tag nrho lawv tej tswv yim, thiab ces mus rau lub tuam txhab nws tus kheej, thiab tom qab ntawd - thiab txawm lub tebchaws United States Department of kws muaj txuj ci.

kev

Rau hnub tim, cov tswvyim no nrees tsim nyob rau hauv lub moj khaum ntawm ib lub lag luam khwv nyiaj txiag thiab cov neeg kab lis kev cai. Muaj ntau noj kev haus tuam txab thiab cov phau ntawv Magazine feem ntau luam tawm lawv ntau yam kev ntawm cov feem ntau cov tseem ceeb thiab qhov zoo tshaj plaws hom. Cov classifications yog tsim los muaj kev cuam tshuam cov nyiaj pab ntau tshaj lub hom phiaj nqi rau lub qhov txhab ntawm cov kev kawm tuam txhab uas muag, uas yog kev lom zem ntau raws li nyob rau hauv tus nqi ntawm cov hom nws tus kheej. Raws li qhia los ntawm heev heev cov kev tshawb fawb, loj thiab muaj zog hom yuav yeej ib txwm muab ntau dua kev nplij siab thiab ho muaj dua rov qab mus shareholders tshaj mas tshwj xeeb thiab kev qaug zog.

kev faib hom

Hom kev tswj tam sim no theem yog tsis ib lub cuab tam, tab sis ib tug science. Nws yog yog li ntawd tsim nyog typing tej hom. Raws li ib tug tshwm sim, muaj kuj yog ib tug ntau ntawm cov qauv ntawm cov hom kev tswj. Cia peb xav txog lawv:

• Hwm chav kawm ntawv - hom uas muaj ib yam khoom tus nqi yog ntau tshaj li qhov nruab nrab nqi ntawm ib tug tib khoom qeb.
• Pheej Yig teem rau lub feem ntau sab masses ntawm cov neeg muas zaub, muaj ib tug loj tus nqi kis.
• "Fighter" - yog ib hom tshuaj uas muaj peev xwm yuav tsum tau thov kev kawm rau qhov tsawg kawg nkaus ntawm advertising thiab marketing cov nqi. Nws yog tsim muaj qhov yuav tsum tau los xyuas kom meej sib tw nrog lwm tus cheaper hom.
• Private ntawv (kuj hu ua "dawb hom") - yog lub khw muag khoom hom.
• Tsev Neeg - ze nyob rau hauv qeb ntawm lub tib lub npe cov khoom (xws li tshuaj txhuam hniav thiab txhuam).
• Expansion ntawm hom marketing - yog siv cov twb paub zoo tias hom rau tso zis rau ib tug dav ua lag luam ntawm tej khoom tshiab los yog ib tug tag nrho ntau yam ntawm cov khoom thiab cov kev pab cuam.
• Daim ntawv tso cai - ib daim ntawv lees tias cov ua los ntawm kev hloov cov cai ntawm lwm manufacturers nyob rau kev siv ntawm ib tug uas twb muaj lawm hom.
• Branding ob leeg - ob leeg li dag zog ntawm ob peb manufacturers.
• Neeg - lub npe ntawm lub tuam txhab yog los nyias muaj nyias hom.
• Chaw ua hauj lwm hom - cov creation ntawm lub tuam txhab duab nyob rau hauv lub zeem muag ntawm tej neeg, lug txhawb cov miv thiab neeg ua hauj lwm.
• Strategic hom kev tswj - lub feem ntau ntiaj teb no thiab ntev-lub sij hawm kev npaj txoj kev marketing cov kauj ruam, feem ntau yog nyob rau hauv qhov kev pab nyob rau loj Holdings thiab corporations.

architecture

Muaj peb theem pib hom ntawm hom qauv ntawm lub tuam txhab. Lawv kuj hu ua hom kev tswj txoj kev.

1. Ob peb hom kev cob cog rua rau lub system, uas yog hu ua architecture. Txhua tus neeg muaj lawv tus kheej hom lub npe, style thiab cov duab, tab sis lub tuam txhab nws tus kheej, lub hauv paus yog pom tsis tau lub sau. Raws li ib qho piv txwv, lub tuam txhab Procter thiab Twv txiaj, uas yog lub txwv zeej txwv koob ntawm lub tswvyim. Nws tau generated ntau ntawm muaj zog thiab loj hom xws li pampers, Pantene, Ivory, tom tsim.
2. Ntxhais hom tsim thiab progressing nyob rau hauv lub dav dav lub ntsiab lus teb ntawm tus niam txiv. Qhov no mus kom ze tej yam tseem ceeb li nyiaj txiag. Raws li ib qho piv txwv ntawm "mts" thiab "KWJ".
3. Nyob rau hauv lub caij nyoog kawg no txoj kev yog siv heev dua lwm yam hom architecture niam txiv, thiab tag nrho lwm yam khoom uas nyob rau hauv lub npe ntawm nws lub npe thiab siv zoo xws li cov yeej thiab dluab. Ib tug piv txwv ntawm no qauv yog lub tuam txhab nkauj xwb nrog nws koom tes hom xws li nkauj xwb Atlantic, nkauj xwb Megastore, nkauj xwb nkauj nyab. Lawv muaj tib lub logo thiab style, lawv txhawb txhua lwm yam thiab zoo sib xws advertised.

Qhov tseem ceeb ntawm kev xaiv lub npe thiab technology advancement

Zoo brand-tswj yuav tsum tau raws li nyob rau hauv lub tuam txhab tus sawv cev. Nws yuav tsum yooj yim rau hais, eye-catching, euphonious, nco. Lub npe yuav tsum muaj ib tug siv rau tej kev zoo qualities ntawm ib qhov kev pab los yog cov khoom, muaj kev cuam tshuam heev duab thiab lub hom phiaj ntawm lub tuam txhab, zoo position cov khoom kom meej meej sawv tawm ntawm ntau lwm yam khoom. Raws li feem ntau siv streamlining hom kev kawm, orientation thiab rebranding.

Kev xav - txo nyob rau hauv lub xov tooj ntawm cov lag luam tawm tias, txij li thaum ib tug ntau ntawm lawv tej zaum yuav nws thiaj li tshaj lub siab tshaj plaws hwj chim ntawm lub lag luam cov tuam txhab. Rebranding - ib hom tshuaj hloov, tab sis kom ib co yooj yim lub hauv paus cov ntaub ntawv. Qhov no technology yog heev pheej hmoo ua, tab sis nyob rau hauv lub sij hawm ntev pub rau khaws cov laus cov neeg muas zaub thiab nyiam sawv daws yuav tshiab. orientation - Tsim ib lub cim tus nqi ntawm cov khoom. Qhov no txhais tau tias twb yog tsis nyob rau hauv lawv tus kheej decisive khoom yam ntxwv thiab lub ntsiab sib ceg ntawm lub buyers - tuaj mus rau lub fore lub hom nws tus kheej. Lub neej mus ntawm cov khoom uas muaj ua heev luv luv nyob rau hauv hnub no tus dawb thiab kev sib tw ua lag luam. Thiab lub rov tshwm sim ntawm cheaper cov khoom-analogues thiab hloov threatens lub hav zoov ntawm nrov khoom. Li no qhov yuav tsum tau ua kom pom tseeb tsis yog li ntawd ntau npaum li cas nyob rau hauv cov yam ntxwv ntawm cov khoom, yuav ua li cas ua lag luam thiab hom. Hais tias yog, tus orientation yog nyob rau thaum xaus neeg siv.