Cross-malonda: kufotokoza, mbali, mawonekedwe ndi makhalidwe

Today pafupifupi onse m'misika ndizodzazidwa katundu. kotunga Izi muyeso zimapangitsa wosuta legible kwambiri ndi kovuta kukopa kugula chilichonse. Poyankha kukula mpikisano ndi kukula Kuvuta kumvetsa nkhani kasitomala mu kuyankhulana limapezeka mtanda malonda. Kodi mwamsanga ndipo zamalata kukopa makasitomala? Izi mazunzo funso chimakhala padziko lonse. Palibe yankho lolondola pa funso limeneli kulibe. Koma mtanda malonda angathetse angapo mavuto kukopa ogula, koma tanthauzo lake lili angapo zina zabwino.

Lingaliro la mtanda malonda

Tsatirani funso, kuti ndi mtanda malonda, muyenera kukumbukira kuti malonda - Ntchitoyi wa kampani kuti azigula kapena ntchito mu pofuna kukwaniritsa zosowa ogula ndi phindu.

Komabe malonda kukhala zodula, koma dzuwa awo yafupika chifukwa cha mkulu mudziwe machulukitsidwe wa ogula chitetezo. Kukwezeleza akatswiri kuyesera kuti abwere ndi njira yatsopano kufika chandamale omvera, choncho pali mtanda luso, co-malonda ndi mtanda malonda. Kwenikweni umenewu chagona mu kudzikundikira khama kulimbikitsa angapo makampani chimango cha pulogalamu kulankhulana. Ziwiri kapena zambiri za Mlengi wa katundu mu amadza nkhondo yomweyi pa chandamale chonse omvera.

Nkhani ya mtanda malonda

Cross-malonda, ngati zenizeni luso pantchito ukapezeka mu 90s wa m'zaka za m'ma 20, pamene chikhalidwe njira ya malonda kubweretsa zotsatira zochepa kapena kumafuna ndalama zambiri. Ndiye makampani akuluakulu mu United States anaganiza kuti agwirizane mphamvu kulimbikitsa katundu ndi nayo kwambiri zotsatira synergistic. Choncho anabadwa mfundo mtanda Kukwezeleza ndi mtanda malonda, amene pang'onopang'ono mizu mu dera malonda, koma chiyambi cha m'ma 21 wakhala njira wamba malonda mankhwala ndi zina. Lero, njira imeneyi ndi bwino kuzindikiridwa mawu a chiphunzitso, koma kudziwa zikusonyeza kuti ali ubwino wake undoubted.

Ubwino mtanda malonda

Kuganizira za anthu amene ali, ndi mmene kuchita mtanda malonda, m'pofunika kudziwa ubwino waukulu kwa njira ya Kukwezeleza. The odziwika mwayi wa ntchito olowa malonda ndi kupulumutsa malonda bajeti. Ogula afika phindu awiri Choncho, ndi chimwene kulabadira pempholo.

Zimenezi kumachepetsa ndalama, komanso kumawonjezera dzuwa la kulankhulana. Ubwino wina wa mtanda malonda imatengedwa mwayi kufika omvera lonse ndi kulowa zigawo latsopano. Popeza kampani bwenzi amalowa ndi malonda ntchito ndi chandamale magulu awo, kukula kwa olandira chifukwa omvera okondedwa a.

Mukayamba woyenera bwenzi mtanda malonda akhoza kwambiri bwino chifaniziro chake, kusintha kasitomala kukhulupirika, kuwonjezera mtundu kuzindikira ogula. yokopa Cross-malonda ndi molimba mtima kasitomala, izo kusintha mbali ya malingaliro a kampani odziwika bwino pa mwamuna wake, motero chifanizo cha khamu bwino. Ogula kwaiye associative limasonyeza makampani okondedwa, izo zimatithandiza kwambiri kusunga mfundo ndi kupereka zotsatira kwambiri m'maganizo.

Mitundu ya mtanda malonda

yokopa Co-kutentha amagwira kale ogaŵikana:

1. Mwatsatanetsatane. Anthu zocheperapo nthawi ndi kuthetsa zolinga yochepa. Izi kawirikawiri zokhudzana ndi chimodzi kuchokera zochita zibwenzi.
2. Njira. Yaitali, m'zigawozigawo mgwirizano pakati makampani naye. Timatha inu kugwira ntchito zosiyanasiyana, kuphatikizapo m'munda wa chifanizo kupanga ndi kutentha.

Komanso kupanga malonda mtanda chikhalidwe monga mawonekedwe a pantchito pa malonda lonse. Pankhaniyi, ophatikizana chuma cha mayiko awiri kapena kuposelapo kuti azigula zovala. Mu mawonekedwe woyera, patsogolo sitinganene kuti mtanda-malonda, kuyambira mgwirizano ndi mwa chizindikiro chomwecho. Ndi mgwirizano uchi m'mayiko osiyanasiyana ayenera kuganizira kusiyana kwa chikhalidwe ndi zinenero, mankhwala kutenga manenedwe zolondola mu dera latsopano. Nthawi zambiri patsogolo m'mayiko ena sikokwanira chabe kumasulira malonda malemba. Nthawi zambiri ma CD atsopano chofunika kukhala ndi zina ngakhale kusintha dzina fano mankhwala wakhala positive.

Mukhoza kugawa ntchito mtanda malonda pa kameredwe maudindo pakati pa anzanga. Iwo akhoza kukhala wofanana ndi ngati khama lawo wamba n'zotheka kuti tikwaniritse zolinga apamwamba. Mwachitsanzo, kampani zimene zimalimbikitsa mtundu mtengo wa mipando khitchini akhoza kutenga bwenzi kudziwika mtundu anamanga-zipangizo. Yachiwiri - ichi ubwenzi wosiyana kumene mtundu wina kwambiri wotchuka mtundu okondedwa. Zikatero, mgwirizanowo adzakhala Ndizachidziwikire m'njira moyenera zinthu ndi kugawira ubwino malinga ndi izo.

The zinthu kugwiritsa ntchito mtanda malonda

Olowa malonda ntchito pamafunika zinthu zapadera zochita Kukwezeleza bwino. Pa pulogalamu co-kuwasindikiza kampeni malonda bwanji zolinga mutsatidwa. Kale pa maziko a amene ayenera kukhala ndi maganizo patsogolo.

Choncho, njira ndi njira chifukwa mtanda malonda. Zitsanzo za zinthu zimene n'komwe, zikhoza kugawidwa m'magulu awiri: gawo la Mlengi ndi kwa okondedwa a. The E sayenera kulingalira fano mnzanu ndipo mulingo wake omvera. Mnzanga, nayenso, ayenera kuona ubwino ndi ubwino wa mgwirizano.

Pamene akukonzekera ntchito yapadera mtanda malonda, onetsetsani kuti chandamale omvera anzanga alipo koma sizigwirizana kwathunthu. katundu anapereka tisatongwa ndi kuvomerezana Choncho, kukwaniritsa zina kufunika ambiri. Kuti ogula, ena adzapindula ayenera kupatsidwa ndi kugwira nawo ntchito Mwachitsanzo, iye amapeza kuchotsera kapena mphatso. Zamgululi othandiza akhale mtengo chomwecho gawo. Sikuti kuchita mtanda malonda msonkhano, mwachitsanzo, Mercedes ndi madzi ochokera m'mudzi Penkovo. Khalidwe ndi mlingo wa katundu ayenera kufanana.

Mitundu yaikulu ya mtanda malonda

Cross-malonda angathe kuperekedwa m'njira zitatu:

1. A olowa malonda ndawala katundu okondedwa. M'zochita monga zibwenzi ofanana kuthandiza makasitomala malonda. Mwachitsanzo, koka-Cola mtundu imachitika co-kutentha kampeni ndi McDonald chiphiphiritso "Pamodzi chokoma".
2. Olowa bonasi kapena kuchotsera mapulogalamu. Yokopa anthu oterowo makasitomala pogwiritsa ntchito limodzi utumiki olimba kapena kugula mankhwala alandira kuchotsera kapena bonasi mfundo pa mankhwala a mtundu wina. Mwachitsanzo, Aeroflot anamasulidwa pamodzi ndi khadi ndalama Bank, limene mfundo anapeza kuti iwowo.
3. Olowa BTL-zochitika. Kuchititsa tastings, tchuthi kapena magawo akhoza ikuchitika ndi yokopa awiri kapena kuposa.

luso mtanda malonda

Ngati ntchito iliyonse malonda, co-kutentha wa kampani amafuna kugwilizana ndi zina ndondomeko ya zochita. Cross-malonda zimatanthauza zinthu zotsatirazi:

• tanthauzo la zolinga: monga mwa ntchito iliyonse malonda mu co-kutentha m'pofunika kudziŵa zimene zidzamchitikira chifukwa;
• kusankha zibwenzi ndi zofunika kwambiri ndi yofunika chimene chimafuna mwapadera;
• Kukonzekera chochitika: panthawi imeneyi m'pofunika kufotokoza zinthu kuchititsa ndondomeko angalimbikitsire kwa ogwira;
• dongosolo chitukuko mtanda malonda ntchito ndi mgwirizano wake ndi abwenzi ake: m'pofunika kudziwa magawo yokopa monga Nawonso achichepere buku kusinthitsa, pafupipafupi zochita, deadlines yokopa, zilango ndi mabonasi, kampeni chitukuko script, tanthauzo la anthu udindo ndikukhazikitsa dongosolo;
• kukhazikitsa kampeni mtanda markteingovoy;
• Chidule ndi zochita za mphamvu ya miyeso.

Search ndi kuwunika mwa ophatikidzana

abwenzi Cross-malonda omwe amathandiza kwambiri kuti, mogwirizana ndi mfundo zotsatirazi:

• Zibwenzi alibe kukhala mpikisano;
• Zamgululi tisatongwa saposa mnzake kapena m'malo mzake, ndi zofunika kuti ali wowonjezera;
• Othandiza ayenera intersect mu chandamale omvera;
• Zamgululi ayenera kukhala mu mtengo womwewo gawo.

Kuyang'ana bwenzi - siteji zofunika kwambiri ndi chofunika mu co-kutentha. Amayang'anitsitsa bwenzi angathe ayenera kukhala pa magawo zotsatirazi:

• kwenikweni image, izo ziyenera zikugwirizana mlingo wa kampani kuyambitsa;
• kuli wamba chandamale omvera;
• kukhalapo kwa makasitomala wokhulupirika;
• kutchuka;
• malonda ntchito.

mfundo zimenezi kudzakuthandizani kupeza bwenzi lingathe yokopa mtanda malonda.

Kugwiritsa ntchito mtanda malonda zosiyanasiyana

Cross-malonda si oyenera mankhwala onse ndi malo. Choncho n'zokayikitsa m'munda B2B, makamaka ndawala anaikira wosuta mapeto. ntchito kwambiri zoterozo mu gawo la mankhwala umafunika ndi misonkhano, nkhani yopeza msinkhu chokwanira cha banja.

Kwambiri kusonyeza ngati zothandiza kuti mu Kukwezeleza chakudya ndi ntchito zosiyanasiyana. Nthawi zambiri lero tikuona ntchito njira imeneyi mu malo odyera, zakubanki inshuwalansi ndi gawo zokopa alendo mu Kukwezeleza magalimoto, zovala, zipangizo banja.

Akatswiri amanena kuti mwa 500 makampani waukulu kwambiri padziko lonse kwa zaka 10 zapitazi analowa zoposa 60 mapulogalamu osiyanasiyana Othandizana. Izi zimathandiza osati kwa yokopa olowa malonda, komanso amasulidwe zatsopano.

Cross-malonda mu zokopa alendo: zopinga ndi mwayi

Cross-malonda zitsanzo za amene angapezeke mu dera ntchito zokopa alendo, kuyenera luso wotchuka kwambiri. Co-chamoto m'munda wa ntchito kupezeka paliponse. Mwachitsanzo, mu matikiti kusuntha akhoza kujowina mphamvu ndi ntchito kufufuza ndi malo ogona kusungitsa kapena utumiki yoyenda ku hotela.

bwino pamodzi wothandizila kuyenda ndi kampani ya inshuwalansi, kupereka makasitomala ndi utumiki bwino ndi kuwongolera chithunzi cha wina ndi mzake. Mavuto mu ntchito ya mtanda malonda mu zokopa alendo okhudza kufunafuna wina wodalirika. Lero, mabungwe kuyenda makasitomala mukukhulupirira ndi chisamaliro chachikulu, chotero ayenera kugwirizana okha ndi makampani odalirika.

World zinachitikira mtanda malonda

Cross-malonda umafuna amene angapezeke mu zosiyanasiyana m'madera kale kale. Mwachitsanzo, Gona m'malo yaitali komanso zothandiza akhazikitsidwa pakati maukonde «Sheraton» hotelo ndi «Lufthansa Airlines» ndege. N'zoona chidwi anabwera ku Andes Procter njuga, kukulozani co-chamoto kampeni Bosch makina ochapira ndi detergents Calgon. Yonseyi khama la airshows, ngongole ndi inshuwalansi makampani wakhala tingachipeze powerenga mu mtanda malonda.