Uhlalutyo kwiNdlela yoPhuhliso ye-FMCG yokuPakisha
I-FMCG sisishunqulelo se-Fast Moving Consumer Goods, ebhekisa kwezo mpahla zabathengi ezinobomi obufutshane benkonzo kunye nesantya sokusetyenziswa ngokukhawuleza.Ezona mpahla zabathengi zikhawulezayo ziqondwa zibandakanya imveliso yobuqu neyekhaya, ukutya nesiselo, icuba kunye neemveliso zotywala.Zibizwa ngokuba ziimpahla zabathengi ezihamba ngokukhawuleza kuba zezokuqala kuzo zonke iimfuno zemihla ngemihla ezinokusetyenziswa rhoqo rhoqo kunye nexesha elifutshane lokusebenzisa.Uluhlu olubanzi lwamaqela abathengi aneemfuno eziphezulu zokusetyenziswa lula, iindlela ezininzi zokuthengisa ezintsonkothileyo, iifomathi zemveli kunye nezisakhulayo kunye namanye amajelo ahlala kunye, ukugxilwa kweshishini kuyanda, kwaye ukhuphiswano luya lusiba nzima.I-FMCG yimveliso yokuthenga ngokungxamisekileyo, isigqibo sokuthenga ngokungaqhelekanga, ukungakhathali kwiingcebiso zabantu abajikelezileyo, kuxhomekeke kukhetho lomntu, iimveliso ezifanayo akufuneki zithelekiswe, ukubonakala kwemveliso / ukupakishwa, ukunyuswa kweentengiso, ixabiso, njl. njl. iintengiso .
Kumsebenzi wokusetyenziswa, into yokuqala abathengi abayibonayo kukupakisha, hayi imveliso.Phantse i-100% yabathengi bemveliso banxibelelana nokupakishwa kwemveliso, ngoko ke xa abathengi behlola iishelufu okanye bekhangela iivenkile ze-intanethi, ukupakishwa kwemveliso kukhuthaza iimveliso ngokusetyenziswa kwamehlo okanye imizobo emihle kunye nezinto zoyilo ezizodwa, iimilo, iilogo kunye nokwenyusa.Ulwazi, njl., ngokukhawuleza ukubamba ingqalelo yabathengi.Ke kwiimpahla ezininzi zabathengi, uyilo lokupakisha sesona sixhobo sokuthengisa sisebenzayo kwaye sineendleko, ukwandisa umdla wabathengi kwimveliso kunye nokubetha abalandeli abathembekileyo beempawu ezikhuphisanayo.Xa iimveliso zihomogeneous kakhulu, izigqibo zabathengi zihlala zixhomekeke kwiimpendulo zeemvakalelo.Ukupakishwa yindlela eyahlukanisiweyo yokubonisa indawo: ngelixa ichaza iimpawu zemveliso kunye noncedo, ikwavakalisa intsingiselo kunye nebali le-brand elimeleyo.Njengenkampani yokupakisha kunye noshicilelo, eyona nto ibalulekileyo kukunceda abathengi babalise ibali lebhrendi elungileyo kunye nokupakishwa kwemveliso okugqwesileyo edibana nethoni yohlobo.
Ixesha langoku ledijithali lixesha lokutshintsha ngokukhawuleza.Ukuthengwa kwabathengi kuyatshintsha, iindlela zokuthenga zabathengi ziyatshintsha, kwaye iindawo zokuthenga zabathengi ziyatshintsha.Iimveliso, ukupakishwa, kunye neenkonzo zonke zitshintsha kwiimfuno zabathengi.“Abathengi ngumbono othi “boss” usamiliselwe nzulu ezintliziyweni zabantu.Iimfuno zabathengi zitshintsha ngokukhawuleza kwaye zihluke ngakumbi.Oku akubekeli phambili kuphela iimfuno eziphezulu zeempawu, kodwa kubeka phambili iimfuno eziphezulu zokupakisha kunye neenkampani zoshicilelo.Iinkampani zokupakisha kufuneka ziziqhelanise neemarike eziguqukayo.Ukwahluka, oovimba bobugcisa obuhle, kunye nokukhuphisana ngakumbi, indlela yokucinga kufuneka itshintshwe, ukusuka "ukwenza ukupakisha" ukuya "kwemveliso yokwenza", kungekhona nje ukukwazi ukuphendula ngokukhawuleza xa abathengi bebeka phambili iimfuno, kunye nokuphakamisa izisombululo ezikhuphisanayo Izisombululo ezintsha.Kwaye kufuneka iye ngaphambili, ikhokele abathengi, kwaye ngokuqhubekayo ikhuthaze izisombululo ezintsha.
Imfuno yabathengi imisela indlela yophuhliso yokupakishwa, imisela isalathiso sokwenziwa kwezinto ezintsha kwishishini, kwaye ilungiselela oovimba bobugcisa, iququzelele iintlanganiso zokukhetha izinto ezintsha rhoqo ngaphakathi, iququzelele iintlanganiso zokutshintshiselana ngezinto ezintsha rhoqo ngaphandle, kwaye imema abathengi ukuba bathathe inxaxheba kutshintshiselwano ngokwenza iisampulu.Ukupakishwa kwemveliso yemihla ngemihla, kudityaniswe nethoni yoyilo lohlobo lwabathengi, kusetyenziswa ubugcisa obutsha okanye iikhonsepthi kuphuhliso lweprojekthi, igcina imo ye-micro-innovation, kwaye igcina ukhuphiswano.
Oku kulandelayo luhlalutyo olulula lweendlela zokupakisha:
1Ixesha lanamhlanje lixesha lokujonga ixabiso lembonakalo."Uqoqosho lwexabiso" lutshabalalisa ukusetyenziswa okutsha.Xa abathengi bethenga iimveliso, bafuna kwakhona ukuba ukupakishwa kwabo akufuneki kube kugqwesileyo kwaye kugqwese kuphela, kodwa babe namava okuziva njengevumba kunye nokuchukumisa, kodwa bakwazi ukubalisa amabali kunye nokutofa ubushushu be-Emotional, bahlaziye;
2"I-Post-90s" kunye ne "Post-00s" ibe ngamaqela abathengi abaphambili.Isizukulwana esitsha solutsha sikholelwa ukuba "ukuzikholisa bubulungisa" kwaye kufuna ukupakishwa okwahlukileyo ukuhlangabezana neemfuno "zikholise";
3Ngokunyuka kwendlela yelizwe, ukupakishwa kwentsebenziswano ye-IP ye-cross-border kuvela kumlambo ongapheliyo ukuhlangabezana neemfuno zentlalo yesizukulwana esitsha;
4Ukupakishwa okulungiselelweyo okusebenzisanayo kuphucula amava omthengi, kungekuphela nje ukuthenga, kodwa kunye nendlela yokubonakalisa iimvakalelo kunye novakalelo lwesiko;
5Ukupakishwa kwedijithali kunye nobukrelekrele, ukusebenzisa itekhnoloji yekhowudi yokuchasana nokukhohlisa kunye nokulandeleka, ukusebenzisana kwabathengi kunye nolawulo lwamalungu, okanye ukusebenzisa itekhnoloji emnyama ye-acousto-optic ukukhuthaza iindawo ezihlala abantu;
6Ukucuthwa kokupakishwa, ukuphinda kusetyenziswe, kunye nokuthotywa kuye kwaba ziimfuno ezintsha zophuhliso lweshishini.Uphuhliso oluzinzileyo alusafanele nje ukuba "lufanele ukuba nalo", kodwa lubonwa njengendlela eyimfuneko yokutsala abathengi kunye nokugcina isabelo semarike.
Ukongeza ekuhlawuleni ingqalelo ekhethekileyo kwiimfuno zabathengi, abathengi bahlawula ingqwalasela engakumbi kwimpendulo ekhawulezayo kunye nokubonelela ngezakhono zeenkampani zokupakisha.Abathengi bafuna iibrendi zabo abazithandayo ziguquke ngokukhawuleza njengolwazi lwemidiya yoluntu abalufumanayo, ke ngoko abanini beempawu kufuneka bacuthe umjikelo wobomi bemveliso kakhulu, ukuze kukhawuleziswe ukungena kwemveliso emarikeni, nto leyo efuna ukuba iinkampani zokupakisha zize nazo. izisombululo zokupakisha ngexesha elifutshane.Uvavanyo lomngcipheko, izixhobo ezikhoyo, ubungqina bugqityiwe, kwaye emva koko imveliso yobuninzi, ukuhanjiswa kwekhwalithi ephezulu ngexesha.
Ixesha lokuposa: Jan-10-2023