Lapho izinkampani eziningi zikhuluma ngokuthuthukiswa komkhiqizo, zivame ukukhuluma ngokupakishwa, indlela yokubonisa umqondo webanga kanye nokuphela kwemikhiqizo.Ukuthuthukiswa kokupakisha sekuyingxenye ebalulekile yokuthuthukiswa komkhiqizo.Izinkampani eziningi zicabanga ngendlela yokwenza ukupakishwa okungcono, indlela yokwenza imikhiqizo idume kakhulu ngokupakishwa, kanye nendlela yokudala ukupakishwa kwemikhiqizo ehlukene futhi edumile.Okulandelayo, ake sichaze ngamaphuzu amathathu alandelayo.
- Imiphi imikhiqizo edinga ukunaka kakhulu ukupakishwa
I-Practice ithole ukuthi, noma ngabe ukuvikela umkhiqizo, ukwenza lula ezokuthutha, noma ukusetshenziswa, yonke imikhiqizo edinga ukupakishwa ngezinto zenkampani yangaphandle idinga ukunaka ukupakishwa.Ngaphezu kwalezi zici ezingenhla, imboni ihlanganisa izimpahla zabathengi abaningi njengezimonyo, imikhiqizo yokunakekelwa kwesikhumba, ukudla, iziphuzo, ubisi, isoso yesoya, uviniga, njll. Iningi labathengi bezimpahla ezithengwa kakhulu iningi labo lithatha izinqumo kanye nabathengi abanokuqonda.Umthelela wokupakishwa ekuthengisweni kwemikhiqizo emashalofini esitheminali (amashalofu ezitolo ezinkulu, izinkundla ze-e-commerce) ubaluleke kakhulu.
- Ukupakishwa okudumile
Ukupakishwa okuhle nokuthandwayo kungaheha kuqala ukunaka kwamakhasimende angaba khona, okwesibili, kungadlulisela iphuzu eliyingqayizivele lokuthengisa lomkhiqizo, futhi okwesithathu, izinga lolwazi lomkhiqizo licacile, futhi lingachaza ngokushesha ukuthi umkhiqizo wenzani futhi unani.umehluko omkhulu.
Ezinkampanini eziningi zezimpahla zabathengi, ukupakisha kuyindawo ebaluleke kakhulu futhi ebalulekile yokuthinta amakhasimende.Ukupakisha kuyithuluzi lokuthengisa lomkhiqizo, futhi kuwukubonakaliswa kwekhwalithi yomkhiqizo, futhi kuphinde kube "imidiya yokuzenzela" osomabhizinisi okudingeka bayinake.
Amakhasimende amaningi awawazi ngempela umkhiqizo, njengokwakheka nomsuka we-Coca-Cola, futhi amakhasimende amaningi awazi umkhiqizo ngokupakishwa kwawo.Eqinisweni, ukupakisha sekuyingxenye ebalulekile yomkhiqizo.
Uma ibhizinisi lipakisha, alikwazi nje ukubheka ukupakisha ngokwalo lilodwa, kodwa ngakolunye uhlangothi, lidinga ukucabanga ngendlela yokubonisa ulwazi lwesu lomkhiqizo ngombono wesu;ngakolunye uhlangothi, lusungulwa kanjani uhlelo lokusebenza lwesu lokuxhumanisa ngokupakisha nezinye izenzo zebhizinisi.Ngamanye amazwi: Ukwenza ukupakisha kumele kusekelwe ekumisweni kwamasu omkhiqizo, futhi kungenzeka ukuthuthukisa ikhono elisebenzayo lokuthengisa lemikhiqizo.
- Ezinhlanu izinyathelo zokudala ukupakishwa okudumile
3.1Sungula ukucabanga komhlaba wonke kokuklama
Ukupakisha kubonakala kulula, kodwa empeleni, ngakolunye uhlangothi, kuhlobene eduze nesu lomkhiqizo, ukuma komkhiqizo, ukuma komkhiqizo, isu lokumaketha, isu lesiteshi kanye nesu lokumaketha, futhi kuyisihluthulelo sokuqaliswa kwesu lomkhiqizo;ngakolunye uhlangothi, ukupakisha kuhilela ukuklama kokudala, ukukhiqiza nobuchwepheshe bokukhiqiza.Inqubo yokusebenza iyinkimbinkimbi ngokuqhathaniswa.
Uma ukucabanga okuphelele sekusunguliwe, kusukela ezithakazelweni zonkana zephrojekthi, bheka inkinga ngombono womhlaba wonke, cabanga futhi uthole ukuqonda mayelana nezidingo zamakhasimende kanye nezidingo zabathengi, hlaziya futhi ulinganise ubudlelwano phakathi komunye nomunye, ubambe ingqikithi inkinga, futhi ucabange ngekhambi lenkinga.Ngokombono wesu lonke lebhizinisi nemikhiqizo, kufanele sicabange ukuthi singawasiza kanjani amabhizinisi akhulise inani lokuhlukaniswa kwemikhiqizo ngokusekelwe kumasu omkhiqizo, isu lesiteshi kanye nendawo yokuncintisana yokugcina.
Mayelana nokusetshenziswa kwesu elithile, ukucabanga komhlaba wonke kungasiza ukubamba ukhiye kusukela kukonke kuya kowasendaweni, kusukela kumqondo wamasu kuya ekusetshenzisweni kobuciko, futhi kugweme ukubanjwa emininingwaneni yendawo.
3.2Yakha Ukucabanga Kweshelufu Lokuklama
Ingqikithi yokucabanga kweshalofu ukucabanga ngendawo ethile yokuthengisa yomkhiqizo.Leli shelufu lingaba ishalofu elikhulu lesitolo esikhulu, ishelufu lesitolo esikahle, noma ikhasi lemiphumela yosesho kuplathifomu ye-e-commerce.Ukucabanga ngokupakisha ngaphandle kwamashalofu kufana nokusebenza ngemuva kweminyango evaliwe futhi ngaphandle kweqiniso.Ukucabanga kweshalofu kuwukucabanga ukuthi ungakuhlela kanjani okuqukethwe komkhiqizo nokuthi ungaklama kanjani ulwazi lomkhiqizo kusuka kuzimo ezithile zokuthengisa.
Ukuzijwayeza uthole ukuthi kunamaphuzu amathathu abalulekile ekucabangeni kweshalofu:
Okokuqala ukuqonda indawo esetshenziswayo yetheminali ethile, inqubo yokuthenga amakhasimende, ukupakishwa kwemikhiqizo encintisanayo eyinhloko, nokuhlaziya izici zokuziphatha kokusetshenziswa kwabathengi.
Okwesibili ukubona ngeso lengqondo inkinga, ukuhlela ngokuhlelekile wonke amazinga, izici zesinqumo, imiqondo yamasu kanye nemibono enqubweni yokuklama, ukuhlaziya isixhumanisi somklamo ngamunye ngokusebenzisa amathuluzi okubona ngeso, futhi uthole ukuthi yimaphi amaphuzu okudingeka akhuliswe futhi agqanyiswe.
Okwesithathu ukulingisa indawo yokuthengisa.Ngokulingisa amashalofu angempela nokubonisa imikhiqizo encintisanayo eyinhloko, hlaziya ukuthi yiluphi ulwazi olungagqanyiswa ngokombono wamakhasimende.Ngokulingisa amashalofu angempela, kuyenzeka ukuhlola ukuthi ulwazi olubalulekile lomkhiqizo lungakhonjwa kahle futhi lukhunjulwe amakhasimende angaba khona.
3.3Misa ukucabanga kwedizayini enezinhlangothi ezintathu
Ingqikithi yokucabanga kwezinhlangothi ezintathu ukuklama ukupakisha ngokucabanga kwama-engeli amaningi futhi kubonise izici zokupakisha.Iningi lokupakishwa komkhiqizo esilithintayo linezinhlangothi eziningi zokudlulisa ulwazi, okuhlanganisa indawo yokupakisha, ngaphambili, ngemuva noma emaceleni, kanye nangaphezulu ngisho namakhona.Umumo, ukuthinta okubalulekile, nezithombe ezibonakalayo zephakeji ngokwazo zonke izici eziyinhloko ezakha inani elihlukanisiwe lomkhiqizo.
3.4Cwaninga ngokugcwele futhi uqonde imakethe
Ukupakisha akufanele nje kuqanjwe ehhovisi, kodwa ukubheka futhi ucabange ngomkhiqizo, umkhiqizo, isiteshi kanye nobudlelwano babathengi emakethe yomugqa wokuqala, futhi uqonde ukuthi umkhiqizo kufanele ube kuphi nokuthi ungathonya kanjani kangcono amakhasimende angaba khona.Ngaphandle kocwaningo, alikho ilungelo lokukhuluma, elifanele futhi ukupakishwa komkhiqizo.Noma iyiphi iphakheji ayikho ngokuzimela, kodwa ivela eshalofini elifanayo nemikhiqizo eminingi.Indlela yokuthola izinto ezihlukanisiwe ezingagqanyiswa kumkhiqizo isibe ukhiye womklamo wokupakisha.U-Somewang uzoya emakethe yomugqa wokuqala ukuze enze ucwaningo olunzulu ngaphambi kokudizayina umkhiqizo ngamunye wamakhasimende.
Ngaphambi kokuqala umklamo othize, bonke osomaqhinga nabaklami bephrojekthi kumele baye emakethe ukuze baqonde isimo sangempela sokuncintisana setheminali.
Uma umklami engayi phambili emakethe, kulula ukuwela kulwazi lomuntu siqu lokuklama.Ngocwaningo lomugqa wokuqala kuphela kanye nokutholwa lapho ungakwazi khona ukwakha amaphakheji ahlukene futhi adumile.
3.5Ukunquma isigaba somlayezo womkhiqizo
Lapho izinga lolwazi licaca futhi kunamandla okunengqondo, kungasiza amakhasimende angaba khona ukuthi aqonde ngokushesha ulwazi lomkhiqizo futhi avumele amakhasimende akhumbule ulwazi olubalulekile lomkhiqizo ngokubuka nje.Noma yikuphi ukupakishwa komkhiqizo kunalezi zinto ezilandelayo, okuhlanganisa umbala webhrendi oyinhloko, ilogo yomkhiqizo, igama lomkhiqizo, igama lesigaba, indawo yokuthengisa eyinhloko, izithombe zomkhiqizo, njll. Ukuze wenze amakhasimende angakwazi ukukhumbula umlayezo womkhiqizo, amabhizinisi kudingeka aqale ahlukanise lokho okuqukethwe.
Ulwazi lokupakishwa komkhiqizo luhlukaniswe izigaba ezintathu.Isendlalelo sokuqala solwazi: igama lomkhiqizo, ulwazi lwesigaba somkhiqizo, ulwazi lomsebenzi, okuqukethwe okucacisiwe;isendlalelo sesibili solwazi: ulwazi lomkhiqizo, okuhlanganisa inani eliyinhloko lomkhiqizo, isitifiketi sokwethenjwa somkhiqizo, njll.;isendlalelo sesithathu solwazi: ulwazi lwebhizinisi oluyisisekelo, uhlu lwezithako, imiyalelo yokusetshenziswa.
Kukhona ama-cores amabili, enye ingqikithi yokuxhumana, okuhlanganisa inani eliwumongo lomkhiqizo, izindawo zokuthengisa zokwehlukanisa umkhiqizo, kanye nesitifiketi sokwethenjwa esiyinhloko somkhiqizo, kanti esinye siwumongo wokuxhumana okubonakalayo, ukuthi ungawufanela kanjani umkhiqizo kangcono ngokuklama.
Isu lokudala lokupakisha akukhona nje ukwethula imibala nocezu lwekhophi, kodwa ukucabanga ngendlela yokuthuthukisa ukuncintisana kwemikhiqizo kutheminali ngomklamo wokupakisha.Kubandakanya ithoni yokubuka iyonke yephakheji, izici ezibukwayo eziwumongo, izici ezibonwayo ezisizayo ezifana nomugqa, usayizi oyinhloko nowesibili, umuzwa wefonti, njll., isakhiwo sempahla yokupakisha, usayizi, njll.
Ngokusekelwe kubhrendi, isigaba, inani eliwumgogodla lomkhiqizo, isitifiketi sokwethenjwa somkhiqizo, igama lomkhiqizo, umbala oyinhloko womkhiqizo, ukuhlela ngokuhlelekile ulwazi olubalulekile lomkhiqizo.
Fingqa
Ezinkampanini eziningi, ukuthuthukiswa kokupakisha kuwukuthuthuka okuyisisekelo nokujwayelekile, kodwa izinkampani eziningi zithuthuka endaweni eyodwa, ukuze nje ziyenze ibe yinhle kakhulu futhi ibe yizinga eliphezulu.Ukuze udale ukupakishwa okuhle okungamukelwa, okokuqala udinga ukulandela izinyathelo ezibalulekile ezimbalwa ezishiwo ngenhla.Ngokucabanga kuphela ngendlela yokwenza ukupakishwa kusabalale iphuzu lenani eliyingqayizivele kakhulu lomkhiqizo ngokombono wesistimu kanye nokuphakama kwesu kungakwazi ukuthuthukisa amandla okuthengisa umkhiqizo endaweni yokugcina.
I-Somewang ihlose ukuhlinzeka amakhasimende ngezinsizakalo zokukhiqiza zokupakisha zezimonyo ezine-stop eyodwa.
I-Somewang yenza ukupakisha kube lula!
Olunye ulwazi lomkhiqizo kuinquiry@somewang.com
Isikhathi sokuthumela: Aug-18-2022