He aha te mea whakahaere waitohu? Methods o te whakahaere waitohu

whakahaere waitohu - ko te huinga o ngā rautaki hokohoko e kua tono ki te waitohu ngā, hua, te ratonga ranei ki te whāinga o te whakanui ake i mahu'inga i te tirohanga o kiritaki whakamutunga, me te whakarongo ūnga. Mai i te whakamāramatanga ko reira mārama e ko he tukanga matatini, me te kanorau tenei, mai i reira e pera maha hua rerekē me ngā ratonga i roto i te ōhanga mākete.

whāinga

te whāinga Brand Whakahaere ki te whakapiki ake i te uara o te waitohu. I roto i tenei take, ko te uara - ko te painga roaa e te kaiwhakanao tenei. Me kï reira e ngā ariā pērā i te whakahaere waitohu, hokohoko me te PR - he mea e rua rerekē. I roto i te take tuatahi kaiwhakahaere hanga pūrongo pūtea me kaute he, rite ratou mahi rauemi countable. I roto i te take tuarua, ko te pūtea mō ngā wero hokohoko miramira i te mutunga o te mahere pakihi, te "morehu" tūturu. maha pā ana te taua parau tumu ki whanaunga tūmatanui. Fakatatau ki ai, i roto i te rerekē ki te whanaunga tūmatanui, me te hokohoko, te whakahaere waitohu e whai wāhi rautaki nui i roto i te whakahaere.

Hītori me te Whanaketanga

puta te wā "whakahaere waitohu" i roto i te 1930 i roto i te manatu ā-o te kaimahi tari pānuitanga Procter me Gamble Neil McElroy. whakaarohia e ia ki te whakauru i tētahi tūranga hou i huaina "waitohu-tangata", ka whakatakoto nga mau ohipa. pai whakaurua Neil McElroy ratou whakaaro katoa, a ka ahu te kamupene ake, a muri mai - a tae noa te Tari United States o Defence.

whakawākanga

Ki te rā, u tenei ariā i roto i te anga o te ōhanga mākete me te ahurea rangatōpū. maha maha umanga me makasini kōrero whakaputa ratou whakatauranga ngā o te tino tino me nga rama pai. E hangaia ēnei whakarōpūtanga ki whakaata i te uara whāinga mōrahi i runga i te patunga o nga kamupene kaupapa, te nuinga kei te i hāngai i runga i te uara o te waitohu iho. Ka rite ki whakaaturia e maha rangahau, ka taea e rama nui, me te kaha whakarato tonu te tamahanahanaraa rahi me hoki tino teitei ki ngā kaipupuri hea atu te tino motuhake me mau paruparu.

rama whakarōpū

e kore te mea he taputapu, engari he pūtaiao whakahaere Brand i te wā nei. reira i te mea e tika ana patopato etahi rama. Ka rite ki te hua, i reira ko te rota o tauira o te whakahaere waitohu. Kia whakaaro o ratou:

• piha Premium - rama e whai he utu hua ko nui ki runga ake i te utu toharite o te kāwai hua kotahi.
• arotahi Cheap i runga i te tini tino whanui o kiritaki, kua he horapa utu nui.
• "Fighter" - ko te waitohu e te mea e taea ki te kia kī raro ki te iti o te pānuitanga me te hokohoko utu. Kei te hanga te reira ki te hiahia ki te whakarite whakataetae ki rama tūmataiti iti.
• tapanga Private (hoki e mohiotia ana ko "rama ma") - ko te rama hokohoko.
• Family - tata i roto i te kāwai o nga hua ingoa taua (pērā i toothpastes me brushes).
• Roha o waitohu hokohoko - ko ki te whakamahi i te kua pai-mohiotia waitohu mō te putanga ki te whānui o tetahi hua hou te whānuitanga katoa o taonga me ngā ratonga ranei mākete.
• Raihana - he tuhinga whakau i te mahi o te whakawhiti nga tika o ētahi atu kaihanga i runga i te whakamahi o te waitohu ngā.
• tahi waitohu - tautooraa hokohoko tahi o te maha kaiwhakanao.
• Corporate - te ingoa o te kamupene ko te ki ake waitohu.
• waitohu kaituku mahi - te hanganga o te whakapakoko te kamupene o roto i te whakakitenga o kiritaki pea, hoa me ngā kaimahi.
• whakahaere rautaki waitohu - te ao, me te roa wā-te nuinga tikanga whakamahere marketing kaupae, te tikanga i roto i te taviniraa i te pāmu e nui me corporations.

hoahoanga

E toru ngā momo taketake o te hanganga waitohu o te kamupene. E mohiotia ana hoki ratou rite tikanga whakahaere waitohu.

1. E hono maha ngā rama ki te pūnaha, e kiia nei ko hoahoanga. Ia takitahi kua ratou ake ingoa waitohu, kāhua me te whakapakoko, ko te kamupene iho, e kitea ki te ke te turanga. Ka rite ki te tauira, te kamupene Procter ko Gamble, e ko te tipuna o te ariā. Kua hangaia te reira i te rota o rama kaha, me te nui pērā i penapena ana, Pantene, Ivory, Tai.
2. Kei te whanake haere rama tamahine, me te ahu whakamua i roto i te horopaki whānui o te matua. Tenei huarahi whakaora pūtea hokohoko nui. Ka rite ki te tauira o "Whakaata Irirangi" me "MATAVAI".
3. I roto i te tikanga whakamutunga whakamahia te matua hoahoanga anake waitohu, a he ētahi atu hua katoa i roto i te taitara o tona ingoa, me te whakamahi i ngā momo rite, me whakapakoko. He tauira a Tūrongo, o tenei au ko te kamupene wahine me ona rama hono pērā i wahine Atlantic, wahine Megastore, wahine wahine. E ratou te taua logo me kāhua, tautoko ratou ia atu, me te tatau pānuitia.

Ko te faufaa o te kōwhiri i te ingoa me te hangarau haereraa

Me hāngai te whakahaere-waitohu kounga mo te kamupene o. E tika ana kia ngāwari ki te kiia, kanohi-hopu, euphonious, fakangalongata'a. Me roto i te ingoa te tohutoro ki tetahi mau huru pai o te ratonga hua ranei, whakaata te whakapakoko rawa, me te misioni o te kamupene, pai patia i te hua mārama tu i roto i roto i maha atu hua. Ka rite ki nuitia whakamahia streamlining tūāhua, takotoranga me te rebranding.

Kumi Uhinga - he whakaiti i roto i te maha o tohu hokohoko, mai te mutunga kia nui ake te rota o ratou te mana mōrahi o te kamupene hokohoko. Rebranding - he huringa waitohu, engari pupuri etahi raraunga taketake tauanga. Ko te tino meá tenei hangarau, engari i roto i te wā roa taea te pupuri kiritaki tawhito, me te kukume mea hou. takotoranga - Te hanga i te uara tohu o te taonga. Tenei te tikanga e kua kore e roto ratou āhua o te hua papau me nga tohenga matua o nga kaihoko - ka haere ki te mua te waitohu iho. Kua waiho huringa Life o ngā hua rawa poto i roto i te mākete noa, me te whakataetae o tenei ra. Na te putanga o iti taonga-analogues me whakakapi fakamanamanai te oraraa o ngā hua rongonui. No reira ki te hiahia arotahi kore pera nui i runga i nga āhuatanga o te hua, me pehea ki te mākete me te waitohu. Ko, ko te takotoranga ki runga ki te kaiwhakamahi mutunga.