Cross-yentengiso: inkcazelo, iimpawu, imilo kunye neempawu

Namhlanje phantse zonke marike zizaliswe impahla. Le unikezelo kwemfuneko yenza umsebenzisi ngokucacileyo kakhulu kwaye kube nzima ukuba beyiseke nawuphi na ukuthenga. Ukuphendula olukhulayo ukhuphiswano kunye ubuxhakaxhaka ngumthengi ukubandakanyeka kunxibelewano ibonakala cross-ukuthengisa. Indlela ngokukhawuleza yaye kubize ukutsala abathengi? umbuzo Le yindawo endandisokola ukuzifumana lezentengiso ehlabathini lonke. Akukho impendulo echanekileyo lo mbuzo ayikho. Kodwa cross-urhwebo bebenoyilungisa eziliqela iingxaki ukutsala abathengi, kodwa isicelo kwalo inani kujonge izinto.

Ingcamango yokuba cross-ukuthengisa

Ukuphendula lo mbuzo, oko kukuthi umnqamlezo-urhwebo, kufuneka ukhumbule ukuba marketing - umsebenzi lenkampani ukunyusa imveliso okanye iinkonzo ukuze ukuhlangabezana neemfuno kunye nenzuzo yabathengi.

Noko ke, imigudu zorhwebo kuba ziindleko ezinkulu kakhulu, kodwa ukusebenza kwabo kuyehla ngenxa ulwazi eliphezulu Ukwanda wokhuseleko lwabathengi. iingcali Promotion uzame ukuza neendlela ezintsha ukufikelela abaphulaphuli ekujoliswe kulo, ngoko kukho umnqamlezo-technology, intsebenziswano ukuthengiswa kunye cross-nentengiso. kubume bayo siyifumana beqokelela amalinge wethu okuphakamisa inani zeenkampani kwi-sikhokelo yenkqubo yonxibelelwano. Ezimbini okanye ngaphezulu kumenzi iimpahla okanye iinkonzo impembelelo dabi kwi abaphulaphuli ekujoliswe lulonke.

Ibali ezintlanganweni zokumaketha

Cross-ukuthengisa, njengoko kukho nokukhuthazwa kobugcisa oluthile 90 zenkulungwane yama-20, xa zemveli iindlela yentengiso nemiphumo ngaphantsi okanye ifuna utyalo ngaphezulu. Emva koko ke Iinkampani ezinkulu eUnited States wagqiba ekubeni kundihlanganyela ukukhuthaza impahla waza wafumana nempembelelo enkulu ihambelana. Ngoko ke wazalwa ingqiqo lomnqamlezo-promotion and cross-nokuthengisa, nto leyo ngokucothayo kakhulu bendelisele iingcambu kwisigaba kwezorhwebo, kodwa ekuqaleni kwenkulungwane yama-21 iye yaba indlela eqhelekileyo zisetyenziselwe iintengiso iimveliso ezithile kunye neenkonzo. Namhlanje, le ndlela yakhiwe tenxileyo kakuhle ngokubhekiselele ithiyori, kodwa amava acebisa ukuba zinezibonelelo yayo ukuqina.

Iingenelo cross-ukuthengisa

Ukucinga kwabo, nendlela yokuqhuba umnqamlezo-ukuthengisa, kuyimfuneko ukuchonga izibonelelo ezingundoqo kule ndlela zonyuselo. Inzuzo ecaca lwemisebenzi ngokudibeneyo zentengiso kukuba ukugcina mali zentengiso. Umboleki uyalinandipha inzuzo kabini, ngoko ke, Kuluvuyo olukhulu ukuba uphendule isicelo.

Oku kunciphisa kuphela iindleko, kodwa kwandisa ukwanela konxibelelwano. Enye inzuzo cross-marketing kuthathwa ithuba ukufikelela abaphulaphuli ebanzi kwaye ufake amacandelo ezintsha. Ekubeni inkampani iqabane ngalinye Asikokungena umsebenzi zentengiso kunye nabantu abafumana ulwazi lwabo, ukwandiswa abamkeli kungenxa nabaphulaphuli yeqabane.

Ukuba ufumana ofaneleyo iqabane cross-urhwebo unako ukuphucula kakhulu nomfanekiso walo, ukuphucula abathengi ukunyaniseka, ukwandisa ulwazi uhlobo le kwabathengi. amaphulo Cross-lokwazisa babe nentembelo ngakumbi umxhasi, oko idlulisela yinxalenye ingqiqo nkampani ezaziwayo-kakuhle kwiqabane lakhe, utsho umfanekiso yale nkampani buphucuka. Umboleki eyenziwe Amakhonkco associative iinkampani iqabane, lwenza lula kakhulu ukugcinwa kweenkcukacha kwaye anike kunempembelelo enkulu kwengqondo.

Iintlobo cross-ukuthengisa

amaphulo Co-ngokutshiswa ukuba ngokwesithethe yahlulwe:

1. Tactical. Ezo kulinganiselwe ixesha nokusombulula iinjongo zexesha elifutshane. Ezi idla ezinxulumene komnye-off entsebenziswano izenzo.
2. Strategy. Long-term, intsebenziswano ezininzi phakathi kweenkampani iqabane. It ikuvumela ukuba wenze imisebenzi eyahlukeneyo, kuquka entsimini yomfanekiso kwezigqibo ubuhle.

Kwakhona ukwenza ukuthengisa cross-nenkcubeko njengendlela yokupasa kwabafundi kwi-kwiimarike zamazwe ngamazwe. Kulo mzekelo, izibonelelo amazwe amabini okanye nangaphezulu ezidityanisiweyo ukwenzela ukukhuthaza iimveliso. Ngendlela ecocekileyo, inkqubela ayide ikwazi ngokuba cross-intengiso, ekubeni intsebenziswano phakathi brand efanayo. Ngentsebenziswano ubusi kumazwe ahlukeneyo kufuneka ithathele ingqalelo ukungafani kwamasiko nolwimi, imveliso ukufumana semantics ezichanekileyo kummandla omtsha. Amaxesha amaninzi inkqubela kwamanye amazwe Akwanelanga ukuba eziguqula zentengiso. Ngokufuthi, nokupakishwa entsha kufuneka ukuba aphuhlise kwaye ngamanye amaxesha ukutshintsha igama kumfanekiso imveliso iye mihle.

Uyakwazi ukwahlula imisebenzi cross-zokwazisa kunikezo lweendima phakathi kwamaqabane. Iiplastiki ngokulinganayo ukuba imigudu yawo eqhelekileyo kwenza kube lula ukuphumeza iinjongo eziphezulu. Umzekelo, inkampani ekhuthaza uphawu ifanitshala lokuphekela zexabiso uyakwazi ukuthatha umlingani eyaziwa kraca eyakhelwe-kwizixhobo. Le ndlela yesibini - le unxulumano olungalinganiyo apho omnye brand iqabane odumileyo kakhulu kraca. Kwiimeko ezinjalo, isivumelwano iya kugqitywa ngendlela ukulungelelanisa imeko kunye nokusasaza izibonelelo ngokungqinelana nayo.

Iimeko zokusetyenziswa cross-ukuthengisa

imisebenzi Joint marketing ifuna iimeko ezizodwa kwimisebenzi zonyuselo ube yimpumelelo. Kwi inkqubo iphulo i co-branded kuchaphazela iinjongo ilandelelwe. Kakade ngokusekelwe ekufuneka ibe ukuphuhlisa ingqikelelo inkqubela.

Ngenxa yoko, isicwangciso kunye amaqhinga ibangela cross-intengiso. Imizekelo yeemeko ukuba zithathelwa ingqalelo, zingahlulwa zibe ngamaqela amabini: inxalenye umqalisi kwaye ukusuka neqabane. Umqalisi kufuneka kakuhle ucinge umfanekiso iqabane kunye ababukeli bayo ekujoliswe. Partner, yena, kufuneka ubone iinzuzo kunye iingenelo nentsebenziswano.

Xa becwangcisa isifundo iphulo cross-ukuthengisa, qinisekisa ukuba abaphulaphuli ekujoliswe amaqabane ezilala phezu kodwa musa idibana ngokupheleleyo. impahla wanikela Kufuneka kwakhona babe enivumelana, ngokuyinene, ukwanelisa intswelo ethile ngokubanzi. Kuba nkonzo, ethile kufuneka kubonelelwa inxaxheba kugwayimbo, umzekelo, yena afumane isaphulelo okanye isipho. Iimveliso Partners kufuneka ibe lixabiso ingxenye efanayo. Akukho mfuneko yokuba enze iphulo umnqamlezo-ukuthengisa, umzekelo, uMercedes kunye namanzi ukusuka kwidolophana Penkovo. Umgangatho kunye nenqanaba kweempahla mabadibanise.

Eyona engundoqo iintlobo cross-ukuthengisa

Cross-ukuthengisa zinganikezelwa ngeendlela ezintathu:

1. Iphulo yentengiso ngokubambisana iqabane impahla. Xa imisebenzi efana amaqabane alinganayo zixhasa iintengiso abathengi. Umzekelo, Coca-Cola uphawu lwenziwa iphulo co-ukutshiswa kunye McDonald esithi "Kunye okunencasa".
2. ibhonasi Joint okanye Isaphulelo iinkqubo. Xa amaphulo agent ngokusebenzisa inkonzo enye inkampani okanye ukuthenga imveliso ofumana isaphulelo okanye ibhonasi amanqaku kwi imveliso lomnye brand. Umzekelo, Aeroflot wakhulula kunye nekhadi Savings Bank, apho iingongoma aqokelelwe yingisela.
3. Joint BTL-iziganeko. Ukuqhuba Ukungcanyulwa, iholide okanye izabelo ukuze yenziwe amaphulo amabini okanye nangaphezulu.

technology cross-ukuthengisa

Njengazo naziphi na imisebenzi yentengiso, intsebenziswano ngokuqhayisa le nkampani ifuna ukuthotyelwa ulandelelwano ezithile izenzo. Cross-ukuthengisa ngokuqhelekileyo kubandakanya le manyathelo alandelayo:

• inkcazo iinjongo: njengoko nayiphi na imisebenzi nokupapasha co-ngokutshiswa kuyimfuneko ukuqonda oko kufuneka kwenzeke ngenxa;
• ukhetho amaqabane kubalulekile kakhulu kwaye Isigaba ebalulekileyo kufuna ingqalelo ekhethekileyo;
• Amalungiselelo umcimbi: ngeli nqanaba kuyimfuneko ukuchaza izixhobo ukuqhuba iinkqubo inkuthazo yabasebenzi;
• Isicwangciso sophuhliso imisebenzi cross-zokwazisa kunye nolungelelaniso yayo kunye namaqabane ayo; kuyimfuneko ukumisela parameters amaphulo afana ledatha evolyum ukutshintshiselana, nezihlandlo yezenzo, nexesha amaphulo, izohlwayo kunye neebhonasi, iphulo uphuhliso script, inkcazelo abo banoxanduva lokumisela isicwangciso;
• ukuphunyezwa phulo cross-markteingovoy;
• Isishwankathelo kunye novavanyo lwesakhono kwamanyathelo.

Ukufuna kunye nokuhlola zamaqabane

amaqabane Cross-nokuthengisa abadlala indima engundoqo, isekelwe phezu kwale mithetho-siseko ilandelayo:

• Partners musani ukuba abe kukhuphiswano;
• Products kufuneka kwakhona bakhuphisane okanye ukubuyisela omnye nomnye, kungakuhle ukuba iyavumelana;
• Partners kufuneka ahlangane abaphulaphuli ekujoliswe kulo;
• Products kufuneka ibe kwicandelo ngexabiso elifanayo.

Ufuna neqabane - i nqanaba ibaluleke kakhulu kwaye kubaluleke kakhulu kwi co-uphawu. Ukuphonononga iqabane enokwenzeka kufuneka ibe kwi parameters zilandelayo:

• umfanekiso wenene, kufuneka lifane inqanaba inkampani ezakhiwe;
• khona abaphulaphuli ekujoliswe eqhelekileyo;
• ubukho abathengi abanyanisekileyo;
• udumo;
• imisebenzi yokumaketha.

Le ngcaciso iya kunceda ufumane iqabane enokwenzeka yomkhankaso cross-ukuthengisa.

Ukusetyenziswa komnqamlezo-urhwebo kwiinkalo ezahlukeneyo

Cross-marketing ezingafanelekanga zonke iimveliso kunye neendawo. Ngoko ke kunzima ukuba uyicamngce endle B2B, ziyindlela iphulo eyenzelwe umsebenzisi ekupheleni. imisebenzi enjalo ngempumelelo kakhulu Zinjengeqhezu iimveliso imali kunye neenkonzo, ngokuxhomekeke yokufumana kwinqanaba elifanelekileyo liqabane.

bonisa Excellent ngokwabo amaphulo anjalo kukhuthazo ukutya kunye neenkonzo ezahlukeneyo. Amaninzi namhlanje singakwazi ukubona isicelo sale zobugcisa iivenkile zokutyela, zebhanki, inshorensi kunye necandelo lokhenketho kukhuthazo iimoto, impahla, izixhobo zombane zasekhaya.

Iingcali ziqikelela ukuba Iinkampani ezinkulu 500 kwihlabathi iminyaka eli-10 edlulileyo weza iinkqubo lobulungu ezahlukeneyo ezingaphezu kwama-60. Oku kunegalelo nje kuphela amaphulo ngokudibeneyo intengiso, kodwa ukukhululwa yeemveliso ezintsha.

Cross-urhwebo kukhenketho: imiqobo kunye namathuba

Cross-ukuthengisa, imizekelo apho zifumaneka kwicandelo ukhenketho, kuya kusiba iteknoloji ethandwa kakhulu. Co-uphawu entsimini iinkonzo ziyafumaneka kuwo onke amanqanaba. Ngokomzekelo, xa amatikiti ihamba nga kundihlanganyela kunye neenkonzo search kunye nokubhukisha indawo okanye inkonzo isiphekepheke ukuya ehotele.

agents zokuhamba kakhulu kakuhle kunye neenkampani ze-inshorensi, ngokubonelela abathengi kunye inkonzo engcono kunye nokuphucula umfanekiso omnye komnye. Ubunzima kulo isicelo lomnqamlezo-urhwebo kukhenketho kuvela ngokunxulumene ukufuna ukuba iqabane oluthembekileyo. Namhlanje, arhente zokuhamba abathengi nikholwe ngononophelo olukhulu, ngoko kufuneka basebenzisane kuphela kunye neenkampani ethembekileyo.

amava World of cross-ukuthengisa

ukunikezwa Cross-ukuthengisa enokufumaneka ngendlela ezahlukeneyo iindawo, sele unembali ende. Umzekelo, ubudlelwane imide nesebenzayo sele zisekiwe phakathi network «Sheraton» hotel kunye «షేక్స్పియర్ William Airlines» nkampani. Ikhosi umdla eze Andes Procter Gamble, isungula iphulo Bosch Oomashini bokuhlamba co-uphawu kunye iisepha Calgon. Ukudibanisa imizamo neenkampani airshows, ityala kunye inshorensi uye waba classic umnqamlezo-ukuthengisa.