Strategy Communication: zolinga, zolinga, mapangidwe ndondomeko

Kukwezeleza katundu ndi ntchito amafuna njira mabuku, amene akuyendera chitukuko cha njira zolankhulirana. Lero, malonda kukukhala lizitha wa bungwe lirilonse, kaya ndi kugulitsa chakudya kapena kupereka chithandizo wanzeru. Chipangizo woyenera malonda aya kampani ndi chofunika kuti bwino.

maganizo

ndondomeko iliyonse kulankhulana ali ndi cholinga cholunjika zimene zimagwiritsa njira ya chitukuko. Mu malonda njira chachikulu ndikukhazikitsa mapulani ndi zolinga ndi kumanga ubale makasitomala ndi Mlengi. strategy Communication m'lingaliro wodziika - ndi zovuta, padziko lonse pulogalamu zolinga malonda a kampani. M'njira kuchepera izo sinonimiziruyut ndi maganizo njira malonda. Zochita njira kulankhulana zikuphatikizapo malonda, kulenga ndi atolankhani strategy. Choncho, lingaliro ili ndi kampani pulogalamu akukhudzidwira kanthu kukhazikitsidwa kwa kulankhulana ndi msika, kunja ndi mkati chilengedwe.

ubwino

Kupeza njira zolankhulirana limathandiza bungwe kulenga dongosolo lochititsa kunja kuchita kukwaniritsa zolinga zawo. Njira njira angapo ubwino. Iwo amalola kuti konza ndalama ndi kudzapeza yosafuna kugawira mitundu yonse ya zinthu nthawi, anthu ndi chuma. Njira - ndi njira kuwona chithunzi chonse ndi kupeza njira yayifupi ndi kopindulitsa kwambiri kuti cholinga. Amathandiza kumanga ufumu wa zolinga, ndi kukwaniritsa zofunika lonse la osataya chuma pachabe. strategy The imaperekanso inu kupeza nkhokwe chobisika ndi mwayi ntchito yatsopano. Njira Integrated zachokera kukuphunzitsani mozama zenizeni msika, kumvetsa ubwino ndi kuipa kwa mankhwala ndi bwino kupeza njira nzeru kwa wamakono ndi kupititsa ndondomeko.

mitundu ya njira

Choncho njira - ndi akuti ku malo a asilikali, ndipo dzina lake chabwerekedwa chinthu chimodzi. Pachikhalidwe kusiyanitsa kudzitchinjiriza ndipo amanyansidwa strategy. Kutetezedwa ndi kuukira angakhale pambali ndi kutsogolo. Ndiko kuti, zitha anatumiza otsutsa limodzi kapena angapo, kapena katundu katundu - kumenya pa flanks lapansi. Kapena kuchitidwa pa amadzibisa onse: .. mpikisano, misika, etc. Palinso njira zigawenga, kuti, chidabisidwa pamaso pa mdani. Osati chabe wotchuka marketer Dzhek Traut anayerekezera ndondomeko kulankhulana nkhondo ndi otchedwa ntchito yake lothandiza kupanga "Marketing Nkhondo".

Komanso, pali njira imene kuoneka ulaliki wa njira za mpheto ndiponso ikuluikulu. Moyenera imeneyi, malamulo onse ali m'magulu malinga ndi njira ambiri yopanga kukhudzana ndi magulu chandamale. Kupereka - lotseguka chabe kulankhulana, imene sinafike zimakhudza communicant. moyang'anizana ake - mpheto, ie, zobisika zotsatira ... Ndipo msonkhano zachokera kukhazikitsidwa kwa mgwirizano pakati pa magulu.

kapangidwe

strategy Communication chimagwirizanitsa pansi mizere itatu ya mapulani kanthu: malonda, kulenga ndi atolankhani strategy. Njira malonda zikuphatikizapo malo kampani kafukufuku msika, kudziwa ubwino mtunduwu, kusankha anthu chandamale. Creative strategy - ndi chiphunzitso cha uthenga ofunika kukhala chizindikiro zithunzi mfundo yaikulu ya kulankhulana. Media strategy - ndi kusankha njira kucheza ndi omvera, akukonza njira kulankhula ndi ogula zimafalitsidwa ndi mfundo zina kukhudzana.

chitukuko luso

njira iliyonse anayamba zochokera kusanthula mokwanira. Ndipo njira malonda aya ikuyamba ndi gawo lofunika - kuphunzira zinthu. Njira zothetsera apamwamba bwino makamaka mankhwala amalimbikitsa kuti mudziwe za malo kampani mu msika, mpikisano, mphamvu ndi zofooka zawo. Kawirikawiri, izi makampani malonda ntchito anagula mu mabungwe apadera. mtundu nsanja ndi anakonza pa maziko a mfundo anayamba mankhwala pamalo. Siteji yotsatira - tanthauzo la zigawo msika ndi anthu, umene udzakhazikitsidwe kulankhulana. Pambuyo zofufuza zonse ikuchitika pakubwera kwa chilengedwe cha mauthenga ofunika. Creative njira amanga pa phindu la mankhwala ogula kuzindikira. Izo ziyenera kuyambitsa wolandira anapatsidwa maganizo ndi mayanjano. Siteji yotsatira - kusankha kugawa njira posts. Kuti molondola kusankha TV ayenera kumvetsetsa mwakonda atolankhani a chandamale omvera ndi kutanthauzira chifaniziro chake ndi kalembedwe moyo. Uthenga ofunika ayenera visualized, mwachitsanzo kupereka zakuthupi: mawu, music, TV malo. Gawo chitukuko cha mankhwala malonda amafufuza kwa yowala ndi wokongola kwambiri zithunzi malonda. Gawo lotsiriza la mapangidwe strategy kulankhula - Development dongosolo TV. M'pofunika kudziwa pafupipafupi ndi kuchuluka kwa kulankhulana, ndi nthawi ya kukhudzana ndi ogula.

strategy nsanja

Development wa njira kulankhulana ndi zodabwitsa popanda nsanja mtundu. kampani ayenera bwino za cholinga chawo ndi ubwino mankhwala. Iwo anayikidwa patsinde pa mfundo ali, amene anafotokozedwa monga mankhwala chithunzi analakalaka amaonera ogula. Mlengi ayenera zopanga wapadera kugulitsa akufunazo (USP), umene "kukhazikika" mu maganizo a ogula. Izo zikhoza kukhala zachilengedwe: pamene mankhwala ndi differentiator weniweni, monga opaleshoni dongosolo mu foni kampani, "Apple". Kapena yokumba, T. E. Yakukometserani. Mwachitsanzo, madzi a "Good" ndi USP - ". Madzi, analengedwa ndi mtima" mtundu nsanja kupangika aliyense msonkhano, ndipo ndi mbali ya njira ya. Pa maziko ake ali kukonza mawu ndi mauthenga kwa malonda mankhwala: CD, wailesi ndi telecasters, malonda panja, etc ...

Gawo zolinga komanso zolinga

Njira kulankhulana amafunika mitundu ya zolinga. zolinga zikuluzikulu zogwirizana ndi mapulani chitukuko cha kampani mu nthawi yaitali, monga anagonjetsa udindo mu msika, nalanda misika yatsopano ndi zigawo, ndi zina zotero. N. A mwatsatanetsatane zolinga yochepa zokhudza magawo a Kukwezeleza ndi chitukuko mtundu. cholinga zikhoza kuchitika m'njira zosiyanasiyana. Wotchuka kwambiri ndi chitsanzo SMARTT, chimene cholinga ayenera kukhala zachindunji, zoyezeka, kukwaniritsa zikugwirizana ndi nthawi yochepa. Ndiko kuti, timu chofunika kumvetsa zimene ndi mfundo zimene ayenera anafika. Ogwira ntchito komanso mufunika kugawana zolinga, kuzindikira ubwino awo okha.

chandamale omvera

Chitukuko woyenera wa njira kulankhulana ayenera bwinobwino amene akupita. Chandamale omvetsera ndi chizindikiro chofunika kwambiri kuphunzira. Nthawi zambiri, bungwe kupereka chithandizo malonda kuwunika magawo umoyo-zaziwerengero pa omvetsera: .. Kugonana, zaka, banja, maphunziro, ndalama, etc. Komabe, mawu a mauthenga ndi mfundo pamalo ayenera kudziwa zosowa ndi makhalidwe a khalidwe ogula. Timatha kupeza nzeru zogwirizana ndi anthu, kukhala pafupi ndi iwo mawu ndi mitu. Ikani makhalidwe khalidwe la ogula otchedwa psihografika ndipo akufotokoza mfundo za moyo. Aliyense wa ogula malingana mtundu wake, siteji ya mkombero banja njira zawo kuwononga zinthu ndi kupanga kugula pamaziko a zifukwa zina. Kuzindikira mfundo zimenezi si zokwanira kuti achite kafukufuku kapena kafukufuku, iwo akhoza analandira kudzera mwa kafukufuku Mkhalidwe: zoyankhulana, njira projective.

enablers

Pachikhalidwe, njira kulankhulana zachokera ntchito zida zenizeni. Pamafunikanso zida monga: Kugulitsa munthu, kulima-zipangizo, malonda, BTL. Njira kulankhulana wa kampani kumaphatikizapo kusankha TV imene malonda adzaikidwa, akukonzekera zochitika ndi ntchito. mapulani Media zachokera analandira mu kusanthula zomwe mwakonda TV deta omvera. Komanso amalola ambiri media ntchito Cholinga: Mavoti, makope, wodutsa magalimoto, etc ...