Ukususela ebuntwaneni, umntu ufumene kwiimeko ezinzima zokukhuphisana kwiindawo ezininzi ezahlukahlukeneyo zobomi. Ukhuphiswano loqoqosho luya kubakho kwiintlobo ezinzima kakhulu zokhuphiswano , kuba ikhadi libekwe kwaye impumelelo kunye nokuchuma. Kwishishini, kukho iintlobo ezimbini zokuncintisana - intengo kunye nokungabi namanani. Njengomthetho, intengo ephantsi inceda ngokwenene ukukhuphisana, nangona indima yokungabikho komncintiswano kubaluleke kakhulu kwaye ivumela ukuba kufumaneke iziphumo ezintle.
Ukhuphiswano lwamanani luhluke njani kumncintiswano wexabiso?
Ukhuphiswano luyintlukwano yabantu kwiindawo ezahlukeneyo zobomi, ngokukodwa kwimiba yezoqoqosho. Ukuba kube lula, abakhuphisana nabo bathengisa kwiivenkile ezakhelene nabo, ngasinye sibetha kunye nabanye kubaxhasi. Kubalulekile kungekuphela nje ukukhangela inani eliphezulu labathengi, kodwa ukuthengisa impahla okanye iinkonzo kwiimeko ezilungileyo kakhulu. Iingcali zithi kukho ukhuphiswano olugqugquzela uluntu lwangoku ukuba luphuhlise ngokukhawuleza okunjalo, kodwa lukwabangela nokungazinzi kwezoqoqosho.
Umzabalazo phakathi kwabaqhubi ababini okanye ngaphezulu uqhutyelwa ngeendlela ezimbini: intengo kunye non-intengo. Ukwahluko phakathi kwabo kubaluleke kakhulu:
- Ukhuphiswano lwamanani yindlela yokulwa nabakhuphisana ngokunciphisa ixabiso lempahla okanye iinkonzo zabo. Njengomthetho, olu hlobo lokhuphiswano luyasetyenziswa kule mimakethi apho imfuno idlula ukubonelela, okanye ukhuphiswano lwabathengi luphezulu, okanye kukho iimeko zokhuphiswano oluchanekileyo (oko kukuthi, xa kukho abakhiqizi abaninzi bohlobo olufanayo). Le ndlela yokujongana nabakhuphiswano ibonwa ngokungenakwenzeka, kuba abakhuphiswano banokukhawuleza ukuphakama amaxabiso kunye nawe, okanye ukulahla ngakumbi. Kule nto, bobabini kunye nokhuphiswano lwakho balahlekelwa inzuzo, kwaye ukuzinza kwezezimali kuya kuba yinto yokunethezeka engafumanekiyo. Nangona kukho konke ukungalunganga, le ndlela isasetyenziswa, ingakumbi ukuba kufuneka uvelise umkhiqizo kwimarike entsha. Sebenzisa le cwangciso kufuneka uqaphele, kuba kubalulekile ukuqiniseka ukuba ukunciphisa intengo kuya kubangela ukuba kunyuka kwiimali, kunokunciphisa.
- Ukhuphiswano olungabikho kwamanani lubandakanya ubuchule obuphambili nakwixesha lanamhlanje. Ngokomzekelo, ukwabiwa kweempahla okanye iinkonzo zabo ukusuka kwinani labakhuphiswano, banikezela iipropati ezizodwa. Kule nto, ngokukhawuleza ukuvelisa iimveliso ezintsha, ukuphucula umgangatho, ukwandisa utyalo-mali kwintengiso, unikezela iinkonzo ezongezelelweyo kunye neziqinisekiso. Iinkqubo ezahlukeneyo zokungabikho kwamanani okukhuphisana zikhokelela ekuzinzileyo kwezemali, okuvumela ukuba ulawulo olusebenzayo lwalo shishini. Olunye udidi olubalulekileyo lwalo mgaqo kukuba ukungakwazi kwamashishini ukusabela ngokukhawuleza kwimicimbi yakho entsha, ngokungathandabuzeki inika intloko. Ukongezelela, ukuba ngaba yimpumelelo, zonke iimali kwiindlela zokungabikho kwamanani okhuphiswano amafemu awanakuzigweba nje kuphela, kodwa nazo zizisa inzuzo.
Izixhobo zokungabikho kwamanani entsebenzo zokhuphiswano zenza onke amashishini kunye neefemu zihlale zibeka izandla zabo kwi-pulse kwaye ziphucule ngokuqhubekayo, ezithintela uqoqosho kwiphuhliso.
Iintlobo zokungabikho komncintiswano wamanani
Kwihlabathi lanamhlanje, kwinqanaba ngalinye unokubona imizekelo eyahlukeneyo ye-non-price competition. Ngokuxhomekeke kwiimeko ezahlukeneyo, inkampani inokukhetha iindlela ezahlukeneyo:
- ukuveliswa kobuchwepheshe obutsha, iimveliso, iinkonzo kunye nentengiso;
- ukukopisha okuncinci ngexesha elifutshane labo badala into entsha;
- ukwanda kwekhwalithi kunye ne-assortment, ngeendleko zezikhundla ezifikelelekileyo ezigcinwe.
Iindleko eziphambili zokhuphiswano olungabikho kwamanani ziyimfuneko yokutyalomali, kwaye, njengommiselo, rhoqo kwaye uninzi kakhulu. Nangona kunjalo, kwiimeko ezininzi bayazihlawula.