Unxibelelwano Integrated sentengiso: izinto, izicwangciso, ulawulo

Kule market obuluqilima kunye nokhuphiswano nokukhula yonke nkampani nomdla, ukuze kuphunyezwe ingqalelo ngabathengi. Kwaye indlela zisebenzayo ekufezekiseni le njongo kukusetyenziswa odityanisiweyo we iindlela ntetho kwemveliso kunye nezixhobo ingxelo kubathengi.

Yintoni zonxibelelwano ehlangeneyo zentengiso (IMC)

Eli binzana iqondwa kwinkqubo yokuseka unxibelelwano kunye kumsebenzisi, ebonakala ngu ezo iindlela ezisebenzisa abakhandi. Enyanisweni, IMC ibandakanya ukucwangcisa zentengiso unxibelelwano, esisekweni yimfuneko ukuze kuhlolwe (zonxibelelwano) yeendawo ngamnye Indima elicebo ngazo.

Kwinkqubo ka-IMC edityanisiweyo, omanyeneyo yayalela zonke iindlela zenkqubo kunye neengxelo inkampani iimveliso kunye neenkonzo yabathengi ezinokubakho okanye eyiyo.

Kutheni IMC kufanele ezifanele

Ingcamango lezentengiso yonxibelelwano integrable wavela ngengozi. Ingcamango afana nemilinganiselo nokukhuthaza iimpahla kunye neenkonzo zithandwa kwi '90. Isizathu sokuba le nkqubo iye yamkelwa kunokwenzeka, kuxhomekeke kwinto yokuba yemveli izixhobo nokuthengisa ayikwazanga ukunika inqanaba zokusebenza ezifunekayo kuphuhliso ngempumelelo zeenkampani kwimarike nokushintsha.

Ngoko ke, iinkampani abaninzi baye ngokusebenzisa emanyeneyo izixhobo ezahlukeneyo uqhakamshelwano olumakethayo, isiphumo umnatha leyo kakhulu ngempumelelo ngaphezu kwesiphumo oya ngasinye ngokwahlukeneyo. Ukongeza, IMC ukuvumela iinkampani ukudibanisa uhlahlo, nokwandisa ukuba bafumane iziphumo ezibambekayo ngakumbi.

Ingcamango IMC

Kucacile ukuba kukhuthazwe ukusetyenziswa kwempahla ngokuyimfuneko kuthetha unxibelelwano ezithile zentengiso. Inkqubo edibeneyo, yena, kukhokelela ngesisombululo iingxaki ezimbini anxulunyaniswa omnye nomnye.

Umsebenzi wokuqala kukudala IMC imiyalezo unxibelelwano lomntu, eza kusetyenziswa ezahlukeneyo kuthetha QMS (iindlela zonxibelelwano standard) loo nto iyaphikisana yaye lula elungelelanisiweyo kunye nabanye. Isiphumo ukuyilwa umfanekiso omhle Indlela Yokuthetha elinye.

Njengoko Injongo yesibini IMC Kubalulekile ukuzisa ukuqinisekisa inqanaba ucikizeko lwezi uqhakamshelwano olumakethayo usebenzisa uphendlo iphezulu edwelisa efanelekileyo zokwenziwa kunye oomatshini kunye nezixhobo QMS.

Kakuhle eli inkqubo yolawulo lomgangatho

Xa inkqubo yokuphunyezwa ezihlangeneyo izixhobo iindlela ezisetyenziswa iinkqubo zoqhagamshelwano eqhelekileyo. Le yindibaniselwano lweziqalelo ezifana abadlali, imijelo, iiarhente neentlobo yentsebenziswano, kwakunye oluthe ngqo kunye reverse zonxibelelwano ezisetyenziswa kwinkqubo kwinkqubo eentengiso yemeko ezisingqongileyo.

Cycling, ezi zixhobo kucace futhi umdla badlulisele undoqo umyalezo sentengiso umsebenzisi ekupheleni. Kubalulekile ukuqwalasela into yokuba ixabiso le mveliso nayo kusetyenziswa indlela esebenzayo ukugqithisa ulwazi malunga ngemveliso (iindlela zexabiso quality).

Yonke le miba zonxibelelwano ezihlangeneyo intengiso, kuquka imveliso ngokwayo, kwakunye neendleko zalo, ukuvumela ukuba abonise le abameli CA ngolwazi olungundoqo malunga umnikelo yenkampani.

ukusetyenziswa ngaxeshanye iindidi ezininzi iintetho kunye nengxelo Esi sisicwangciso kukulungele kanye ukuba ungaphezulu kakhulu ukwanela ukusetyenziswa kwayo entsha yokuzenza elinye.

Imiba ephambili kule sikhokelo yesicwangciso IMC

Ingcamango wemiyalezo ehlangeneyo marketing ukufumana impendulo imibuzo 3 ezingundoqo:

1. Ngeliphi iingongoma lamajelo nokuthengisa zisebenza kakhulu ukuze kufikelelwe yabathengi nokunyusa izinga indlela obuxhasa ekufunyanweni iimveliso yenkampani?
2. Yeyiphi inkqubo yokudibanisa izixhobo promotion kwiintengiso yeentengiso ngempumelelo kakhulu kufezekiso lweenjongo zonxibelelwano?
3. Indlela ukulungelelanisa kakuhle isibheno yentengiso kunye lonke uhlobo lonxibelelwano intengiso kunye yokubekwa iyonke uphawu ngokwemiqathango ngokuzibandakanya kwabo idibene?

Iimpendulo zale mibuzo kuya kwenza isicwangciso ukuphunyezwa IMC nobuchule kwimisebenzi ethile.

izinto IMC

Inkqubo yonxibelelwano emanyanisiweyo sentengiso iqulathe engundoqo emininzi:

• nobuDlelwane (PR).
• ngqo zokumaketha. Ezi ziquka marketing Internet kunye nomabonakude. Ethetha ukukhuthaza ngomabonakude, kubalulekile ukukhumbula ukuba sihla usipha umbukeli ithuba loku-odola impahla ukusuka ekhaya, emva kokuba ubona imveliso ethile kwintshukumo kwaye simazi iimpawu zayo. Xa isithuba Internet kukudliwa lo mgaqo, kuphela ithuba inkqubela kule meko kakhulu ngaphezulu.
• Isibhengezo. Oku amanyathelo ezithile ezijonge ngempumelelo ukuphumeza injongo zorhwebo.
• Ukuvuselela imfuno ngokuba impahla sijonge ukusungulwa eziluncedo ezongezelelweyo kwaye ngenxa yoko, ukwandisa izibonelelo.
• Ushishino, urhwebo kunye neentengiso lentengiso. Inkqubo bokusebenzisana okhuphisana ngemiyinge emincinci usoloko esikhokela yokungafani abatheni. Oku kuchazwe yi kukuba emarikeni badla kuza ombutho iimpahla, leyo enambuzelayo dynamically.

• Cwangcisa yonxibelelwano ezihlangeneyo sentengiso. It ubukele ukusetyenziswa intengiso ngamazwe. Sithetha ngayo iphulo lokwazisa engaphaya kwemida yeli lizwe apho umenzi. Ngelo xesha linye kumgangatho ofanayo ngenkqubela yempahla ukuba benze ngaphakathi umtyhi zabo.
• Imiboniso. Sithetha malunga iziganeko apho umenzi libandakanyeka ngqo, ehambisa umboleki lokugqibela iimveliso zabo.
• plan lwamashishini. Oku kuthetha ukuba isicwangciso esiliqili ngokubanzi zonyuselo imveliso usebenzisa izixhobo ezahlukeneyo zentengiso.

ukusebenza ISB

Ingcamango yanamhlanje wemiyalezo ehlangeneyo marketing ukusebenzisa imigaqo. Omnye wabo ngobuchule.

Undoqo yalo mgaqo kukuqinisekisa ukuba kusetyenziselwa ukuphumeza inkqubo yonxibelelwano qhinga zombini iziganeko ekuqaleni izicwangciso kunye neemeko apho kuvela ngokuzenzekelayo. Kufuneka iqondwe ukuba naluphi na ulwazi kakuhle zihlalutywe ukuze ngokumandla ukuba ukuyilwa kwento IMC ezintsonkothileyo. Ndibakhanyisele isiqephu kunokuba phantse naliphi na icandelo enemijelo data yenkampani lwangaphakathi.

Umgaqo nokuvuleleka

Kule meko sithetha into ethe tyaba uhlobo lonxibelelwano kunye namaqabane yenkampani. Oku kukuvumela wenze i ishishini oluzinzileyo ngakumbi, ngoko kubalulekile ukuba kugxininisa sengqondo evulekileyo ukuba amathuba nokuphuhlisa ubambiswano. Umzekelo omhle ukuphunyezwa kwalo mgaqo-sikhokelo yesicwangciso leenkampani ezihlangeneyo uqhakamshelwano olumakethayo ezi promotions imveliso ehlangeneyo yemiyinge odumileyo ezifana "McDonald" yaye "Coca-Cola". amaninzi Ngubani na ukufumana yokupasa nabavelisi oomatshini bokuhlamba kunye nomgubo, iilekese kunye neti, newayini kunye netshizi. Ngale ndlela, ukongeza ekuphuculeni ukusebenza ngobuchule amanyathelo nokuthengisa ngamathuba ukwandisa iibhajethi zazo.

Nguwe njenge isimiso IMC

Isiphumo, nto leyo izisa Ukuzaliseka umgaqo ubangela iinkampani ezininzi ukulisebenzisa gqolo kunye ngenkuthalo. Phantsi nguwe kudingeka ukuba uqonde ukuyilwa nohlobo lobuqu ulwalamano kunye kwinkampani kumntu ngamnye. Kakade ke, le ndlela ifuna kakhulu iindleko kunye nomzamo, njengoko kufuneka ziphuhliswe njenge izixhobo ezitsha zobugcisa, kwakunye iiprojekthi ezizodwa.

Ngaphezu koko, imfuno kunye nokufumaneka lwezakhono ezithile phakathi kwabasebenzi. Kodwa ekugqibeleni eqinileyo kufumana kwinqanaba eliphezulu ukunyaniseka ngakwicala abathengi kunye, ngenxa yoko, ukwanda kakhulu kwiintengiso.

synergism

Lo mgaqo, nto leyo noququzelelwa zonxibelelwano ehlangeneyo zentengiso, ungakwazi ichazwe EliyiNtloko, njengoko kuthetha impefumlelwano onke amacandelo IMC abanobuchule. Into yokuba ukuhlanganiswa amanyathelo yokukhuthaza kakhulu ukwanela summation babo, iye ngokuphindaphindiweyo singqiniwe yi amava zeenkampani ezahlukeneyo.

Omnye umzekelo ngempumelelo ukuphunyezwa umgaqo kwentsebenziswano nga ngokuba abathengisi iqela umfundi ukunxibelelana basenokuba ngabaxhamli esitratweni. Xa imisebenzi enjalo zibandakanya phantse bonke ubuchule, ukusetyenziswa leyo ibandakanya ingqikelelo zonxibelelwano ezihlangeneyo yentengiso:

• ivavanya imfuno kwiintlobo ezithile iimveliso;
• ekhona ukudibana ngqo kunye CA;

• ukujongana nemiba yentlalo nokuqashwa kulutsha, inkampani uyakwazi ukuyekelela yobaqhagamshelwa karhulumente luvula amathuba amatsha ukwenzela uphuhliso loshishino;
• umthengisi, ovethe iingubo ezinophawu, ngumthombo yokwazisa rhoqo.

Ngokucacileyo, umgaqo synergism ikuvumela usebenzise phantse zonke izinto ze-IMC, kunye kwinqanaba eliphezulu imveliso.

uqhakamshelwano olumakethayo Integrated: isakhiwo Internet

Ukusebenzisa indlela emanyeneyo ukuphakanyiswa kwegama kwisigaba online kuthetha ubukho yeemeko ezithile ukuba zidlala indima ebalulekileyo ekufezekiseni le njongo.

• Umoya wokhuphiswano. analysis of okhuphisana inzuzo le Internet kuyehla kube indlela ngokwanelisayo lula ukulandelela imisebenzi yabo rating. Ngaphezu koko, ngenxa yokuba yonke le ngcaciso kwi-network imelwe uhlobo yedijithali, kwemisebenzi ukuqokelela amanani ngokulula ungafumana ulwazi oluyimfuneko malunga nezibonelelo uthandwayo kweenkampani ezikhuphisanayo.

• Izinga lokusekwa ixabiso. Umenzi unethuba ngaphakathi womnatha ukufaka imveliso amaxabiso olutshintshayo. Kusenokuba, umzekelo, izaphulelo ukuthengwa kwempahla ekuthengweni inani elithile leeyunithi.
• Contact Us. Sithetha malunga nokwenzeka yonxibelelwano njengamacala ngokusebenzisa sayithi kunye namaqonga akhethekileyo.
• ubuyekeze idatha. Ngenxa izixhobo zolawulo umxholo ezifumaneka kwi-Internet, le nkampani uyakwazi ukutshintsha njenge uhlobo lonxibelelwano, kwaye ulwazi ngokwalo nangawuphi na umzuzu.
• oluhlangeneyo wolawulo lwezentengiso unxibelelwano phakathi network. Oku kubandakanya ukusetyenziswa komuntu factor. Le ndlela kakhulu efanelekileyo xa usebenzisa intengiso ibhena kwiiwebhusayithi, apho nguwe wazenzela amalungu ezithile. Le ndlela isebenzisa ze mveliso, iiwebhu sayithi kunye neminye imithombo.
• unxibelelwano Free. Ngoko ke akukho mfihlakalo ukuba ngokusebenzisa izixhobo online ukuhambisa ngokukhawuleza amarhe ezahlukeneyo. Le ithuba isoloko isetyenziswa ziinkampani ezahlukeneyo ukunciphisa ukusebenza lokukhuphisana yokwazisa amashishini.
• PR Flexible, nomntu nelungiselelwe abameli abaphulaphuli ekujoliswe kulo. Kule meko sithetha malunga nokwenzeka yeefomati ezahlukeneyo kweziphakamiso eyenzelwe ukuze kwakhiwe brand ukunyaniseka nokukhuthaza imveliso ethile. Ezino ekhethiweyo ungasebenzisa izinto ngokukhethekileyo uzilungiselele.

iziphumo

Ngenxa yoko, sinako uqaphele ukuba unxibelelwano ezihlangeneyo lokwazisa zezona isicwangciso senkuthazo efanelekileyo fast emarikeni lophawu, kwaye imveliso ethile.