Uhlalutyo lwentliziyo luhlala luxhomekeke kwi-teknoloji kwinqanaba elongezelelweyo lokuba olunye uphando lweemarike alukho.
Ngakolunye uhlangothi, ukuveliswa kwezobuchwepheshe kunika amathuba okunciphisa iindleko zophando lweemarike, ukuvelisa ukusebenza kakuhle, kunye nokwenza izixhobo ezinamandla ezifikeleleke kumafemu kunye nemibutho yonkana. Ngakolunye uhlangothi, ukuxhomekeka ngaphezu kweteknoloji kungabangela ukuphazamiseka, ukuthengiswa kwempahla, kunye nokubhekisele ngaphantsi kweengcali zobuntu. Ukwandisa, kubalulekile kubaphandi beemarike ukuba babonise ukuba ukunikezela ngeenkcukacha zezobugcisa kubandakanya ukuxutywa ngobuchule bobuchule bokuphanda kunye nokusetyenziswa ngokuqilileyo kwezobuchwepheshe.
Uhlalutyo lweSentiment kunye neendlela zokulandelela
Iindlela ezahlukeneyo zophando zisetyenziselwa ukulandelela ukuhlaziywa kwamagama. Kubaxhamli bezokhishino, ukukhethwa kwendlela yokuphanda ukuhlalutya imivo kwiindawo zokunxibelelana kweevenkile zentlalo kuxhomekeke ngokukhawuleza, ukuphumelela / ukuchaneka, kunye neendleko. Zizo zonke iziphumo eziphezulu zebhokisi kwimibuzo yakutshanje eyenziwa ngu- Greenbook Research Industry Trend (GRIT) ka- 2012.
Iimpawu eziphezulu zebhokisi ziyizigqibo ezithintekayo ukuba abathengi bachonge njengezinto ezibalulekileyo okanye iimpawu.
Olunye ulwahlulo oluphawulekayo kwaye mhlawumbi aluyikumangalisa kwiingqinisiso zezi zigqibo ezichanekileyo ziye zafunyaniswa kubaboneleli bezekhredithi (ababoneleli) kunye nabathengi bezentengiso (abathengi).
Umzekelo, ukulungeleka kokusetyenziswa kunye nokulula kwenkqubo yokucetyiswa kwemakethi yanikezelwa kakhulu (kuma-90 ekhulwini) kubathengi beemveliso zethengi (abathengi), ngelixa ababoneleli beemarike bengabandakanyekanga kakhulu kule nkalo (kwi-42 ekhulwini).
Ngaphezu koko, ekukhethweni kwabo kwimiba yocwaningo lweemarike njengoko kuboniswe yi-GRIT iziphumo, ababoneleli (ababoneleli) bachaza oku kulandelayo:
- Umgangatho wedatha oza kufumaneka.
- Ukuqhelana jikelele kunye nendlela, indlela, okanye ubuchule.
- Eyona nto imveliso ekhutshwayo.
- Izabelo zemveli zenkampani yecandelo lophando lweemarike.
- Izicelo zabathengi kwindlela yokuphangela imarike.
Ngaba ufuna idatha yakho ngokukhawuleza okanye efanelekileyo?
I-tradeoff ephambili phakathi kweendidi zeendlela zokumaketha zorhwebo zingabonakaliswa njengengxabano phakathi komgangatho kunye nekhawulezi . Ngokubhekiselele ekukhethweni kweendlela zemakethe, uphando lwe-GRIT lubeka ngokuqinisekileyo ababoneleli beze-market (ababoneleli) kunye nabathengi bemigudu (abaxumi) kwiinkampu ezimbini ezichasene nazo. Ubuncinane ubunamaphesenti angama-40 ababoneleli beemarike (abathengi) abaphandwe yi-GRIT bathi ukuba kufuneka bakhethe, abathengi bemigangatho yophando baya kukhetha iindlela zokuphangela iimarike ezilindeleke ukuba zibonelele ngeziphumo ezikhawulezayo kwiindlela zemveliso zentengiso eyenzelwe ukubonelela ngeziphumo ezilungileyo .
Amaphesenti angama-46 eenkampani zophando zeemarike ezihlolwe yi-GRIT ziyavuma ukuba oku kuyinyaniso.
Kuye kwafikelela ukuvumelana okuthakazelisayo phakathi kwabanikezeli beekhredithi (ababoneleli) kunye nabathengi bezekhredithi abathengi (abathengi) ukuba ixesha elifunekayo abathengi liba mfutshane kangangokuba abaphandi beemarike abakwazi ukuhambisa umgangatho kwinqanaba abaza kulufumana kunye nokude bajwayele kumaxesha amandulo. Kukho ukungavumelani kokungavumelani kumbiko we-GRIT malunga nalo mbandela, kunye nama-56 ekhulwini kwabathengi bezoqoqosho bemali (abathengi) bayavuma ukuba le nto iyinkxalabo, kwaye ama-55 ekhulwini ababoneleli beemarike bachonga oku njengengxaki ebalulekileyo.
Nangona kukho imvumelwano kwiimarike malunga nesantya ngokubhekiselele kwingxaki yekhwalithi, lo mqhubi oyintloko wabathengi bethengisa uphando (abathengi) ukhetho lweemarike kunye nokukhetha malunga neefemethe zenkampani yokuphangela iimakethi njengeqabane lamashishini.
Uhlalutyo lwe-GRIT lubonisa ukuba iipesenti ezingama-55 zababoneleli beemarike (ababoneleli) bakholelwa ukuba umgangatho womsebenzi ungabalulekanga kangangoko kunokukhawuleza kweemveliso-kunye neepesenti ezingama-45 zabathengi bemikhiqizo yophando lweemarike kunye neenkonzo ezivumelanayo.