Modern malonda Lingaliro

Kugulitsa ndi chida chofunikira chokhazikitsa mgwirizano pakati pa wopanga ndi wogula. Kukula kwa malingaliro a malonda kumatithandiza kuti tipeze njira zingapo kuti tikwaniritse ntchito zamalonda zofunika pa ntchito. Pali zifukwa zingapo zomwe zimakhazikitsidwa ndi kampani iliyonse kupanga zosankha pazinthu zoyenera. Lingaliro loyamba la malonda la malonda ndi kasamalidwe linapezeka zaka zoposa 100 zapitazo, koma muzinthu zina sizinathenso kufunikira kwake. Tiyeni tiyankhule za mfundo zamakono zamakono zamakono komanso zolemba zawo.

Lingaliro la malonda

Chakumapeto kwa zaka za m'ma 1800, pokhudzana ndi kukula kwa mafakitale ndi mpikisano m'misika ya katundu wogula, chofunika kuti apange malonda akuwonekera. Kumayambiriro kwa zaka za m'ma 1900, adadziwika yekha kuti ali ndi sayansi yodziimira payekha kuti athetse phindu la bizinesi. Kenako malonda akufotokozedwa ngati ndondomeko ya kuyenderana kwa wogulitsa ndi wogula. Cholinga cha malonda chikuzindikira kufunika kopatsa zosowa za wogula ndikupindula. M'zaka za m'ma 1930, zolemba zoyambirira za sayansi yatsopano zinayamba kupanga. Zomwe zimagwiritsidwa ntchito pazinthu zowonjezera zofunikira zimayambitsidwa ndipo mfundo zazikulu zogulitsa zimayambira. Kugulitsa sikukhala chiphunzitso chouma, nthawi zonse kumakhala ntchito yothandiza kwambiri.

Mu mawonekedwe ambiri, malonda akuwoneka ngati mtundu wapadera wa ntchito zaumunthu, zomwe cholinga chake ndi kuphunzira ndi kukhutiritsa zosowa zaumunthu. Komabe, cholinga chake chachikulu ndicho kuyang'anira msika ndi zofuna kuti phindu la bungwe liwonjezere. Chifukwa chake, malonda, amakhala imodzi mwa ntchito zofunika kwambiri zothandizira.

Chofunika cha lingaliro la malonda

Otsitsirana akufufuza nthawi zonse pulogalamu yatsopano yomwe ingathandize kuwonjezera phindu la bizinesi. Mwa zosowa izi, malonda ndi malingaliro ake adakula. Filipo Kotler, yemwe ndi mtsogoleri wamkulu padziko lonse wa zamalonda, amalimbikitsa kuti kugulitsa malonda ndi njira yatsopano yopangira bizinesi. Malingaliro a malonda amayankha funso lofunikira kwambiri, lomwe ndilo chida chofunikira kwambiri ndi kuthekera kopanga phindu. Yankho la funso lofunika kwambiri ndilofunika kwambiri. Panthawi imodzimodziyo, malingaliro a malonda sizongopeka zongopeka, koma chisankho chogwiritsidwa ntchito kwambiri.

Zolinga za malingaliro a malonda

Wopanga katundu muzinthu zamakono akukakamizidwa kulingalira kwamuyaya za momwe angagulitsire. Masiku ano pali misika yopanda kanthu, kotero paliponse pamene mumalimbana ndi mpikisano ndikuyang'ana njira zomwe zingakuthandizeni kuwonjezera malonda. Kuchokera pa izi, cholinga chachikulu cha malingaliro a malonda ndicho kukhazikitsidwa kwa ntchito zomwe ziyenera kuthetsedwa kuti zipeze zizindikiro zoyenera. Lingaliro la malonda limalola kampani kuti ikhale yogwirizana ndi kusintha kwa msika, kumathandizira kuthetsa zofunikira ndipo ndi chida chofunikira pa kukonza zamakono.

Malingaliro ndi kayendedwe ka malonda

Kugulitsa ndi chimodzi mwa zigawo za kasamalidwe, bwanayo ayenera kumvetsetsa za yemwe amapanga katunduyo ndi momwe angapititsire kwa wogula. Malingaliro a malonda a bungwe ndi gawo la kukonzekera bwino. Pa maudindo ena alionse, abwana amayenera kukonza ntchito za bungwe lake kapena dera kwa tsogolo lakutali, chifukwa cha ichi ayenera kudziwa komwe angasamuke. Ndipo lingaliro la malonda la oyang'anira limangoyankha funso ili. Komabe, si njira yokonzeka yokonzekera, pazochitika zinazake, mtsogoleri amayenera kufufuza momwe zinthu zilili pamsika ndikudzipangira yekha kutanthauzira kwake. Choncho, ntchito yogulitsa malonda ndi ndondomeko yovuta, kuphatikizapo kulingalira, zowonongeka ndi zofunikira.

Kusinthika kwa malingaliro a malonda

Kwa nthawi yoyamba, malingaliro amalonda anayamba kuyamba mu nthawi ya kubadwa kwa malonda. Izi ndizochitika mwachilengedwe ku msika. Kulingalira ndi kukhazikitsidwa kwa malingalirowa tsopano zikuchitika pambuyo poti opanga anayamba kugwiritsa ntchito chitsanzo ichi. Kwenikweni chitukuko cha lingaliro la malonda monga gawo la ntchito yoyang'anira ikuwonekera mtsogolo. Ochita kafukufuku amavomereza kuti kusinthika kwa malingaliro a malonda kumayenda motsatira njira ndi zofunikira za wopanga ku zosowa za wogula. Ndipo pamene misika ikukula, chidwi ndi zofunikira za wogula zimaganiziridwa pamene akukonzekera malonda. Chidziwikiritso cha kusintha kwa malingaliro a malonda ndikupezeka kuti pamene zatsopano zowonekera, akale samataya. Zingakhale zosagwira ntchito ndipo sizingatheke. Mfundo zatsopano sizimapha "akale," ndikuti "obwera" ameneŵa amakhala opindulitsa pazinthu zambiri, koma zitsanzo zakale zimapitiriza kugwira ntchito ndipo zingagwiritsidwe ntchito m'misika ina.

Mfundo yopanga

Lingaliro loyamba la malonda linayambira panthawi ya kukula kwachithunzi ku US ndi Europe kumapeto kwa zaka za m'ma 1900. Panthawiyi, msika wa ogulitsa ankalamulira, mphamvu yogula anthu anali okwera kwambiri, ndipo kufunika m'misika yambiri kunadutsa chakudya. Ndiye panalibe malingaliro a kusanthula malonda, ndipo zolinga zonse za malonda zinkangoganizira za kupanga. Zosowa ndi zosowa za wogula sizinaganizidwe, panali lingaliro kuti mankhwala abwino angapeze ogula ake nthawi zonse. Amanenanso kuti anthu ambiri amakhulupirira kuti mungagulitse katundu wambiri. Chifukwa chake, gwero la phindu lalikulu lidawonekeranso pakuwonjezeka kwa mabuku opanga. Kulimbana kwakukulu ndi ochita mpikisano akugona mu munda wamtengo. Amalonda amayesetsa kupanga zokolola, kuchuluka kwa ndalama komanso kuchepetsa ndalama. Panthawi imeneyi pali chilakolako chopanga kupanga, pali bungwe la sayansi la ntchito, kuyesa kwachangu zipangizo zotsikazo zikuchitidwa. Panthawi imeneyi, mabungwe ogulitsa malonda anali ndi zofooka zosiyana, kuika chuma chawo pa kutulutsidwa kwa chinthu chimodzi. Lingaliro la kukonzetsa zokolola likugwiranso ntchito lerolino m'misika kumene zofunikanso zimaposa kupeleka, makamaka ndi kutulutsidwa kwa mankhwala atsopano, omwe sapezekabe kwa ochita mpikisano.

Lingaliro la mankhwala

Pakatikati pa zaka za m'ma 1900, msikawu umadzaza ndi katundu, pang'onopang'ono. Izi zimabweretsa chidziwitso cha malonda. Pa nthawiyi, ulimiwu watha kukhala wangwiro, zokolola za ntchito sizingatheke ndipo lingaliro limabwera kuti ndikofunikira kusintha malonda. Wogula safunanso chinthu china chilichonse, amayamba kunena kuti ali ndi khalidwe lake, kotero kuti ntchito yake ndikulinganiza zopangidwe, zolemba zake ndi zizindikiro, komanso kuuza wogula za izo. Palifunika kukulengeza, monga chida chodziwitsa ogula za makhalidwe atsopano ndi apadera a katunduyo. Panthawiyi, lingaliro likupezeka kuti wogula akufuna kugula mankhwala abwino pamtengo wokwanira. Choncho, mpikisano wochokera ku mtengo wamtengowu ukupita pang'onopang'ono mu ndege yoyeza katundu wa katundu. Lingaliro limeneli lingagwiritsidwe ntchito ngakhale ngakhale lero m'misika imeneyi kumene kufunika kuli koyenera ndi kupereka, pamene pali mphamvu yokwanira yogula pakati pa anthu omwe ali okonzeka kusankha mankhwala abwino. Lingaliro limeneli limaganizira zinthu zofunika monga ogulitsa katundu wa katundu ndi ndondomeko zoyenera.

Lingaliro la ntchito yogulitsa

Kumapeto kwa zaka 30, pali kuyanjanitsa kwa zosowa ndi zopereka pafupifupi m'misika yonse ya ogulitsa. Palifunika kuyesetsa mwakhama kuti mukope wogula. Panthawi ino msika wa wogulitsa ndi wogula amapangidwa. Panthawiyi, kufunafuna kumakhala kofunika pa nkhani zowonjezera phindu la kampani. Zogulitsa ndi zokolola zapangidwa bwino, koma katundu yense sangathe kuchitika kapena kugulitsidwa pang'onopang'ono. Choncho, malingaliro a kampaniyo ayenera kukonzedwa kuti apititse patsogolo malonda. Panthawiyi, pali malingaliro okhudza kukakamizidwa kwa kufuna ndi udindo wapadera wa mfundo za kugulitsa ndi ogulitsa. Panthawiyi, malonda akugulitsidwa, monga ntchito yapadera yokonzekera malonda ndikulimbikitsa wogula kugula malo ogulitsa. Okonza kale ayamba kumvetsa kuti malonda sangakhoze kugulitsidwa mwamsanga popanda mtengo wa malonda. Panthawiyi, mapangidwe a msika wa malonda akuyamba. Otsutsa malonda amatsutsa kuti mothandizidwa ndi malonda abwino mungathe kugulitsa chilichonse chimene mumakonda. Panthawiyi pali gawo lapadera la ntchito, monga maphunziro a ogulitsa, chiphunzitso cha malonda chimayamba kupanga. Inde, lingaliro ili la kuwonjezereka kwa malonda lingathe kuchitika lero m'misika komwe wogula saganizira za kugula mankhwalawa, koma ali ndi njira yogula. Cholinga cha lingaliro limeneli ndikulitsa malonda ogulitsa, kupanga malonda ogulitsa.

Chowonadi chenicheni cha malonda

M'kati mwa zaka za m'ma 1900, misika yonse yayikulu idadzazidwa ndi katundu, ndipo nthawiyi idayamba pamene zopereka zowonjezera. Mu lingaliro limeneli, chidwi chachikulu chimaperekedwa kwa wogula ndi zosowa zake. Wopanga sakufunanso kuti agulitse zomwe adakwanitsa kubweretsa, koma amaganizira zomwe wogula angafune ndikuyamba kuzipanga. Pachifukwa ichi malingaliro a malonda a malonda amayenda kusintha kwakukulu. Ogulitsa ali ndi zinthu zambiri zoti azigwiritsa ntchito pophunzira khalidwe la ogula. Ayenera kudziwa zomwe ndizofunika, zosowa ndi zofuna za wogula, moyo wake ndi wotani, kumene akuchitika, zomwe akuyesera. Ndipo chifukwa cha chidziwitso ichi, wogulitsa malonda amapanga malingaliro ake kwa wogula. Tiyenera kukumbukira kuti ngakhale njira zonse zakale zikusungidwa: katundu ayenera kukhala wabwino, kupanga - zogwira mtima kwambiri, malonda ogulitsa ayenera kulimbikitsa wogula kugula katunduyo. Panthawi imeneyi, lingaliro la zovuta malonda zomwe zimakhudza magawo onse a ntchito ya malonda akuyamba nthawi yoyamba. Mu lingaliroli, pali cholinga chenicheni cha malonda - kukhutira ndi zosowa za wogula ndipo izi zimapanga mpata wopindula. Ndipo lingaliro lomwe likuyang'ana kutembenuka kwa dziko lonse kwa wogula, tsopano m'misika yonse khalidwe lalikulu ndi wogula, ndipo kwa iye wopanga amachita zambiri kuti azitsogolera kugula. Wogula tsopano akufuna kugula mankhwala omwe amakhutitsa zosowa zake. Choncho, mankhwalawa ayenera kukwaniritsa zofunikira zake. Wogula ndi wokonzeka ngakhale kulipira, koma amvetse zomwe akufuna.

Chikhalidwe cha chikhalidwe cha anthu

Chakumapeto kwa zaka za m'ma 1970, nyengo ya kumwa mowa kwambiri ndi kupanga zinthu zinapangitsa kuti zinthu zapadziko lapansi ziwonongeke. Chigwirizano champhamvu cha anthu chikukwera kutetezera zachilengedwe komanso kumwa mowa mopitirira muyeso. Ndipo malingaliro atsopano ogulitsa sakanatha kunyalanyaza kusintha uku. Lingaliro la zamalonda ndi zamakhalidwe abwino zikupangidwa, zomwe ziri zenizeni lero. Mfundo yovutayi imafuna kusinthanitsa mfundo zitatu: zofuna za anthu, zosowa ndi zosowa za wogula komanso phindu la bizinesi kwa wogulitsa malonda. Pogwirizana ndi lingaliro limeneli, udindo wapadera unaperekedwa ku lingaliro la anthu, chithunzi cha kampaniyo, pamapangidwe omwe amalonda amayenera kugwiritsa ntchito zinthu zina. Pa malo okhutira ndi okhwima pamsika, ogula amayamba kuzindikira kuti kukula kosalekeza kwachuma kumabweretsa chiwonongeko chachikulu ku chilengedwe ndipo amafuna kuti wopanga azitha kuwononga chilengedwe. Izi zimafuna kuti makampani apange zochepetsera, kuyambitsa zatsopano zamakono, zomwe zikugwirizana ndi zatsopano zowonongeka ndi zachilengedwe. Cholinga cha wopanga malingaliro ameneŵa ndi kukhazikitsa malamulo atsopano komanso kupanga chigamulo kwa wogula mu chitetezo cha mankhwala ake. Palinso ntchito yotereyi monga maphunziro a wogula, maphunziro ku miyoyo yawo yatsopano.

Lingaliro la kugwirizana

Mu theka lachiwiri la ogulitsa mzaka za m'ma 1900 akuyamba kumvetsa kuti nkofunikira osati kungoganizira zosowa za wogula, komanso kumuthandiza mu chiyanjano. Wogulayo amazoloŵera maubwenzi ovomerezeka, zochitika zomwe sizikum'pangitsa kuti amve. Choncho, posiyana ndi ochita mpikisano, ndikofunikira kupanga mgwirizano wapadera ndi wogula. Kuyanjana ndi kampani kumapanga kukhudzidwa kwamtima kwa wogula, kumapereka wofalitsa kuchokera pa zofanana zofanana. Zonse zamakono zogulitsa zinatsogoleredwa ndi malingaliro ndi kulingalira, ndipo chitsanzo ichi chikukhudzidwa ndi kutengeka. Mu lingaliro lotero, ntchito yofunikira imayamba kuperekedwa kwa mauthenga, wopanga amakhazikitsa mgwirizano wina ndi mnzake, wokhudzana ndi wogulitsa mu mgwirizano. Mfundo zatsopano zogulitsa zamalonda sizitanthauza zokhazokha, koma zimamangidwa pazomwe zimagwirizana ndi wogula. Mu lingaliro ili pali lingaliro lofanana ndi moyo wa chiyanjano ndi wogula. Zimasiyanitsa magawo atatu: chidwi chogulitsidwa, kugula ndi kugwiritsidwa ntchito. Mwa njirayi, chidwi chachikulu chimaperekedwa kuti chigwiritse ntchito posungirako katundu, kumene kuli kofunikira kuti apange chitsimikizo cha wogula. Cholinga cha mauthenga ndi kugulitsa kwa makasitomala ku mankhwala kapena mtundu. Ogulitsa amamvetsa kuti mu mkhalidwe wa msika ndi mpikisano woopsa, ndi wotchipa kusunga wogula wakale kusiyana ndi kukopa watsopano.

Lingaliro lachidziko

Kumapeto kwa malonda a zaka za m'ma 1900 anayamba kukula mofulumira, ndipo malingaliro angapo anawoneka kuti ambiri amatha kukhala ndi dongosolo la mgwirizano, koma ali ndi zizindikiro zambiri. Choncho, kudalirana kwa mayiko a misika kumabweretsa kuwonetsa kwa malingaliro opangidwira omwe amapangidwira kuyanjana pakati pa chikhalidwe ndi chikhalidwe. Kukhazikitsa ubale ndi oimira miyambo ndi mitundu yosiyanasiyana kumafuna njira yapadera. Akatswiri amasiyanitsa malingaliro oterowo a malonda monga malingaliro opititsa patsogolo msika wa pakhomo, lingaliro la msika wa mdziko lonse lapansi ndi lingaliro la msika wapadziko lonse. Pazochitika zonsezi, malondawo akuyang'anizana ndi cholinga chokhazikitsa misika yatsopano. Pa nthawi imodzimodziyo, wogulitsa ayenera kumanga kuyankhulana molingana ndi chikhalidwe cha mkati ndi kunja.

Mfundo yatsopano

Kumapeto kwa zaka za zana la makumi awiri mphambu zisanu ndi ziwiri zapitazi, njira yowonjezera malingaliro apamwamba kwambiri a malonda akupezeka. Imodzi mwa mitundu yabwino kwambiri ndiyo njira yatsopano, yomwe ikukhudzana ndi kukwezedwa kwapamwamba kwambiri, zatsopano. Monga momwe malonda amagulitsira malonda, izi ndizochokera kuti wogula amapatsidwa mankhwala abwino. Komabe, chifukwa chakuti chidziwitso chikusintha mofulumira lerolino, amalonda akulimbikitsa ntchito zamagetsi ndi zatsopano pogwiritsa ntchito njira zatsopano: zipangizo za intaneti, mauthenga ophatikizana, mawebusaiti. Mu lingaliro lachidziwitso, zinthu zomwe zimagwiritsidwa ntchito pazochitika zachikhalidwe, komanso malonda a chiyanjano, ogwirizana. Cholinga cha malonda sikuti chilimbikitse wogula kugula katundu, komanso maphunziro ake. Musanagulitse, mwachitsanzo, chida chatsopano, muyenera kukhala ndi luso lapadera.

Lingaliro lalingaliro

Pa mapeto a dziko lonse m'ma 20 walowa chuma watsopano amene amagwirizana ndi chitukuko yaikulu kwambiri umisiri yadigito. Munthu aliyense ukuwa wa mfundo ndipo wabala asilikali oteteza ndi zimamuchulukira. Zimenezi zimabweretsa chakuti ambiri chikhalidwe mauthenga malonda Kusiya zimenezi. Mwachitsanzo, pali kale ndi m'badwo wonse wa anthu amene simusamala TV, zikuchepa yafupika omvera TV kulisindikiza. Komanso, uphungu msika machulukitsidwe apamwamba kumabweretsa mfundo yakuti munthu amayamba mavuto ndi kusankha. Man ndi chikhalidwe simungathe kupanga kusankha pakati mayunitsi 10-120 anagulitsa, ndipo amachepetsa chiwerengero m'malo mwa zinthu 3-5. COMPASS mfundo zawo, nthano ndi olakwika kuti mosalingalira kudzilamulira ogula khalidwe. Ndipo pali vuto kuti zaka malonda mfundo mulibe zolinga kufunika. Komanso kulima kubala chitsanzo latsopano, malinga ndi zimene munthu umachititsa lingaliro la mtengo wa katundu aliyense, analenga nthano ya katundu, wogula wapanga chitsanzo zina khalidwe la imbaenda iye kugula katundu. Zitsanzo za izi "Mawu Oyamba" mosadziŵa katundu ogula zambiri. Chitsanzo chabwino cha mtundu "Apple", amene amalenga ndi nthano, mfundo zake, ndi lero pali mapangidwe lonse la anthu amene amakhulupirira kuti mankhwala okha a mtundu uwu ndi yabwino ndi azidzipereka.

Marketing mfundo ndi Strategies

Marketing nthawi zonse kugwirizana ndi mapulani a ntchito tsogolo la kumalo a ntchito. kampaniyo, kuganizira mozama za chitukuko m'tsogolo, ali mfundo zake za njira malonda. Childs, zitsanzo izi makamaka mbali zina za zitsanzo zingapo za chikhalidwe ndi za chikumbumtima, mogwirizana, luso, mankhwala ndi malonda. Mtengo waukulu kuli mfundo malonda mu luso logwiritsa ntchito kukhala ndi njira zawo. Onse a chikhulupiriro chamakono cha ntchito malonda zochokera aya zovuta. Ndipo lero ndi zovuta kupeza Mlengi amene si ntchito atolankhani mix kupita patsogolo. Choncho, ndi kaphatikizidwe zogwirizana mfundo zingapo ndi mbali amalola aliyense wopanga kupeza njira zawo bwino.