Muaj ib qho kev xav tias kev vam meej ntawm peb lub neej, ob qho tib si kev sib raug zoo thiab kev tshawb fawb thiab kev ua haujlwm, feem ntau txiav txim siab los ntawm cov kev sib raug zoo ntawm kev lag luam uas tau tsim hauv zej zog.
Hom kev lag luam kev sib raug zoo, uas yog hu ua tus neeg yuav khoom lag luam, suav tias yog qhov zoo tshaj plaws rau kev txhim kho. Nws yog qhov sib npaug ntawm cov tub rog ntawm cov neeg ua si hauv kev ua lag luam uas txhawb nqa feem ntau ntawm cov lag luam thiab cov koom haum rau kev txhim kho. Thiab cov neeg uas muaj zog tshaj thiab ua tau zoo tshaj plaws yeej.
Cia peb xav txog seb tus neeg yuav khoom lag luam yog dab tsi.
Yuav ua li cas yog kev lag luam
Kev Lag Luam yog ib txheej ntawm kev hloov pauv ntawm cov khoom thiab cov kev pabcuam uas tam sim no muaj nyob rau hauv lub hauv paus ntawm cov neeg siv khoom xav tau thiab cov neeg muag khoom muab. Kev lag luam niaj hnub no tsis txwv thaj chaw thiab muaj ntau dua li lub tswv yim thoob ntiaj teb.
Kev lag luam ua haujlwm
Kev lag luam hauv kev lag luam niaj hnub ua haujlwm hauv qab no:
- Muab kev sib raug zoo ntawm kev tsim khoom thiab kev pabcuam thiab lawv cov kev siv.
- Txhawb kev tsim khoom kom muaj txiaj ntsig zoo thiab kev loj hlob ntau.
- Txo cov nqi tsim khoom los ntawm kev ua kom zoo dua qub.
- Txhawb nqa kev kawm txuj ci.
Kev ua lag luam txhawb kom cov chaw tsim khoom tsim cov khoom raws nraim cov neeg siv khoom xav tau. Cov chaw tsim khoom thiab nws txoj kev vam meej hauv kev ua lag luam ncaj qha nyob ntawm seb nws cov khoom ua tau raws li qhov xav tau ntawm lub khw. Tus tsim khoom muaj zog hauv kev lag luam kev lag luam niaj hnub no yog ib qho uas siv nws cov peev txheej nyiaj txiag zoo tshaj plaws kom tau raws li cov neeg siv khoom xav tau.
Yog li ntawd, hauv kev sib tw ua lag luam, cov chaw tsim khoom muaj zog tshaj plaws yeej, nws cov khoom muaj txiaj ntsig zoo thiab ua tau raws li cov kev xav tau ntawm zej zog.
Kev ua lag luam tas li txhawb cov chaw tsim khoom kom txhim kho cov khoom, hloov pauv.
yam ntxwv tseem ceeb ntawm kev ua lag luam
Cov yam ntxwv tseem ceeb ntawm kev ua lag luam yog:
- Variability. Ob qhov kev thov thiab cov khoom tau hloov pauv tas li nyob rau hauv kev cuam tshuam ntawm ntau yam: pej xeem, kev lag luam thiab txawm tias nom tswv, kev puas siab puas ntsws thiab lwm yam sab nraud, cuam tshuam nrog kev nyob thiab sab hauv, cuam tshuam nrog kev puas siab puas ntsws ntawm cov neeg siv khoom thiab cov tswv lag luam.
- Kev tswj tus kheej. Kev ua lag luam tau txais kev hloov pauv ntawm qhov ntau thiab qhov zoo ntawm cov khoom. Piv txwv li, thaum muaj qhov tsis txaus ntawm cov khoom, tus nqi ntawm nws nce, thiab thaum muaj ntau dhau, nws txo. Tsis tas li ntawd, thaum cov khoom tshiab tshwm sim, tus nqi ntawm cov khoom qub txo qis, raws li qhov kev thov txo.
- Kev ywj pheej ywj pheej. Cov neeg siv khoom thiab cov chaw tsim khoom txiav txim siab nws tus kheejtxhua txoj kev sib cuam tshuam.
- kev sib tw dawb. Kev sib tw yog qhov tsim nyog rau kev lag luam kev loj hlob, txhim kho cov khoom zoo thiab cov kev pab cuam thiab ua kom zoo tshaj tus nqi txoj cai.
- Kev ua lag luam muaj peev xwm yog tus yam ntxwv uas txiav txim siab los ntawm lub peev xwm ntawm kev ua lag luam kom nqus tau qee yam ntawm cov khoom hauv ib lub sijhawm ruaj khov.
Raws li cov yam ntxwv thiab cov yam ntxwv ntawm kev sib cuam tshuam ntawm cov chaw lag luam, tag nrho cov lag luam tuaj yeem muab faib ua tus neeg muag khoom lag luam, kev lag luam nruab nrab thiab cov neeg yuav khoom lag luam.
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Nyob ntawm seb leej twg ua tus thawj coj hauv kev lag luam, txhua lub khw tuaj yeem muab faib ua:
- Seller's market - ib lub lag luam uas cov chaw tsim khoom thiab cov khoom lag luam ua lub luag haujlwm tseem ceeb, feem ntau txiav txim siab txog qhov xwm txheej tam sim no, nrog rau kev xa khoom thiab kev thov rau cov khoom, thiab muaj qhov hnyav ntawm tus nqi. Nov yog lub khw uas muaj qee yam khoom thiab kev pabcuam tsis txaus.
- Kev lag luam nruab nrab yog kev lag luam uas cov neeg muag khoom, cov neeg lag luam channel intermediaries, ua lub luag haujlwm tseem ceeb, thiab kev thov, khoom thiab tus nqi tau txiav txim siab los ntawm lawv, thiab qhov tseem ceeb tsis yog qhov muaj thiab tsis muaj cov khoom, tab sis zoo -built positioning, marketing thiab logistics.
- Tus neeg yuav khoom lag luam yog lub khw uas nws cov cai raug tsim los ntawm cov neeg siv khoom kawg. Nws hloov tawm tias cov neeg muag khoom raug yuam kom ua txoj haujlwm nquag, kom muaj nuj nqis ntawm cov khoom nce, tus nqi txo, thiab qhov zoo nce. Qhov no, rau qee qhov, tso cai rau cov neeg yuav khoom nruabkev ua lag luam. Nws hloov tawm tias tus neeg yuav khoom lag luam yog hom kev lag luam uas tswj hwm los ntawm cov neeg siv khoom xav tau.
Txoj kev ntawm tus neeg yuav khoom lag luam
Cov yam ntxwv tseem ceeb ntawm tus neeg yuav khoom lag luam yog:
- tsis muaj khoom muag lossis kev pabcuam;
- cov khoom lag luam feem ntau yog ua rau cov qauv zoo;
- cov neeg tsim khoom tau sim txhua txoj hauv kev kom txo tus nqi;
- kev sib tw siab ntawm cov tuam ntxhab thiab cov muag khoom;
- cov neeg muag khoom raug yuam kom siv zog muag lawv cov khoom;
- ib qho tseem ceeb rau kev ua tiav yog kev tsom mus rau cov neeg siv khoom tas li, kev kawm ntawm cov neeg siv khoom, lawv cov kev xav tau, kev xav tau thiab kev coj ua hauv kev ua lag luam. Tus neeg yuav khoom lag luam txiav txim siab kev cuam tshuam nrog cov neeg siv khoom;
- khoom hauv khw muaj ntau haiv neeg;
- cov khoom xa tuaj tshaj qhov xav tau rau lawv.
Tus neeg yuav khoom lag luam yog lub lag luam uas txawv los ntawm kev xaiv ntau ntawm cov khoom nthuav tawm, muaj peev xwm nrhiav tau raws nraim qhov haum rau qhov tshwj xeeb xav tau ntawm txhua tus. Kawm txog kev ua lag luam thiab cov neeg siv khoom feem ntau txiav txim siab qhov ua tiav ntawm cov chaw tsim khoom lossis tus neeg muag khoom.
Segmentation of buyer market
Txhawm rau ua tiav thiab tau txais kev muag khoom siab hauv cov neeg yuav khoom lag luam, kev kawm txog kev thov thiab kev yuav tus cwj pwm yog qhov tseem ceeb. Txoj hauv kev yooj yim tshaj plaws los kawm txog qhov kev thov yog los ntawm kev faib tag nrho cov neeg yuav khoom rau hauv pawg uas zoo sib xws hauv qee yam yam ntxwv.
Yog li ntawd, ib qho ntawm cov ntsiab lus tseem ceeb ntawm kev tshawb fawb kev lag luamyog nws segmentation.
Kev lag luam segmentation yog kev faib tawm ntawm tag nrho cov neeg yuav khoom rau hauv ib pab pawg, uas, raws li kev cia siab, yuav teb zoo ib yam rau qee yam kev lag luam. Nws hloov tawm tias ntu ntawm cov neeg yuav khoom lag luam yog ib pab pawg neeg uas cuam tshuam nrog cov khoom lag luam kwv yees li ib yam.
Kev Lag Luam Kev Lag Luam
Kev lag luam sib txawv yog qhov ua tau ntawm nws qhov kev hloov pauv hauv ib qho kev coj los yog lwm qhov, nyob ntawm qhov kev taw qhia ntawm cov txheej txheem kev lag luam hauv nws.
Qhov sib txawv tuaj yeem ua rau muaj kev hloov pauv hauv kev ua lag luam, kev hloov pauv hauv ntim, cov txiaj ntsig ntawm cov tub luam thiab ntau lwm yam.
Yog tias tus neeg muag khoom lub khw thiab nws cov qauv tuaj yeem taug qab los ntawm cov khoom ntim thiab tsim kom muaj kev sib raug zoo ntawm tus neeg muag khoom thiab tus neeg yuav khoom, ces tus neeg yuav khoom txoj kev lag luam feem ntau nyob ntawm kev sib raug zoo thiab qhov kev thov rau ib yam khoom..
Nyob rau hauv qhov xwm txheej uas cov khoom siv ntau tshaj qhov xav tau, cov ntsiab lus ntawm qhov kev ua si tau hais los ntawm cov neeg siv khoom. Thiab tus yeej, raws li txoj cai, yog tus muaj peev xwm los twv seb tus neeg siv khoom tus cwj pwm lossis tsim kev xav tau ntawm lawv tus kheej.
Kev thov yog tsim los ntawm kev lag luam thiab tshaj tawm kev tshaj tawm, nrog rau los ntawm kev sib tham hauv xov xwm.
Tus neeg yuav khoom lag luam yog qhov kev txhawb nqa zoo tshaj plaws rau kev txhim kho hauv zej zog
Tus neeg muag khoom lag luam cuam tshuam nrog kev tawm tsam rau tus neeg siv khoom lub hnab nyiaj. Txawm hais tias cov khoom tsis txaus, qhov kev thov tau zoo tseem muaj tsawg. Thiab nyob rau hauv cov ntaub ntawv no, txhoj puab heevtshaj tawm thiab txoj hauv kev nyuaj rau kev lag luam cov khoom.
Tab sis qhov xwm txheej zoo li no hauv ib puag ncig ntuj tsis kav ntev. Raws li txoj cai, cov players tshiab nkag mus rau hauv kev ua lag luam. Thiab nyob rau hauv cov ntaub ntawv no, kev ua lag luam hloov mus rau tus neeg yuav khoom lag luam - kev lag luam tsom rau cov kev xav tau ntawm cov neeg siv khoom kawg ntawm cov khoom.
Qhov xwm txheej ntawm tus neeg yuav khoom lag luam xav tau kev tsim kho ntawm qee cov tswv yim lag luam rau kev cuam tshuam nrog lawv, nrog rau kev txhim kho cov khoom zoo thiab nws txoj haujlwm.
Kev lag luam zoo li no muaj txiaj ntsig zoo rau kev nce qib, vim tias muaj kev sib tw ntuj rau cov neeg siv khoom, uas txhais tau hais tias yuav tsum tau saib xyuas cov khoom zoo, thiab txhim kho nws. Tuaj nrog cov khoom lag luam, xav txog kev tshaj tawm kev tshaj tawm.
Kev tsim khoom yog raws li cov txiaj ntsig ntawm kev tshawb fawb kev lag luam. Thiab cov neeg tsim khoom ua ntej tsim tsuas yog cov khoom lag luam uas tus neeg yuav khoom xav tau. Lub khw tseem ceeb ntawm cov neeg yuav khoom yog ib lub khw muag khoom.
Nws tsuas yog tias kev ua lag luam hauv nws qhov chaw ib puag ncig yuav luag ib txwm maj mam ua cov neeg siv khoom - qhov no yog txheej txheem ntuj tsim.
Kev hloov pauv ntawm kev ua lag luam ntawm tus piv txwv ntawm vaj tse nyob hauv Moscow thiab cheeb tsam
Nyob rau hauv nruab nrab-2000s, kev lag luam vaj tse nyob rau hauv lub xeev ntawm kev txo qis thiab kev xav tau ntau ntxiv, nrog rau lub xeev muaj tag nrho thiab yooj yim ntawm kev tau txais cov khoom qiv. Kev thov tiag tiag tau nce tsis tu ncua thaum cov khoom siv tsawg, tsim kom muaj tus neeg muag khoom lag luam hauv vaj tse.
Qhov no tau ua rau qhov tsis muaj kev tswj hwm tus nqi nce ntxiv rauvaj tse. Cov vaj tsev nyob hauv nroog tau nce nqi ntau dua 65%.
Kev lag luam loj hlob tsis zoo. Tab sis rau cov neeg muag khoom, qhov xwm txheej tau yooj yim thiab yooj yim - txhua yam tuaj yeem muag.
Tam sim no tias kev nrhiav cov tsev nyob ntawm theem kev tsim kho tau nthuav dav.
Tom qab xyoo 2008, kev thov tau pib hloov pauv thaum muaj kev tsis paub txog nyiaj txiag. Cov neeg yuav khoom tsis txaus siab los yuav cov khoom qiv.
Kev thov tau pib txo qis thawj zaug hauv Moscow thiab tom qab ntawd hauv cheeb tsam.
Tam sim no, cov neeg muag khoom hauv tsev tsis rov tsim dua, cov nqi tseem nyob rau tib theem, kev lag luam vaj tse nyob rau hauv ib lub sijhawm ntev. Tsis muaj kev lag luam. Tus neeg yuav khoom lag luam tseem tsis tau tsim.
Txij xyoo 2014 mus, kev lag luam vaj tse tau nce mus rau tus neeg yuav khoom lag luam. Kev thov rau vaj tse yog poob qis, thiab txawm tias qhov kev zoo siab cuam tshuam nrog kev nce nyiaj hauv cov nqi tsis tau ua rau nws dhia, tawm hauv tib theem. Kev loj hlob hnyav tau txo qis, thiab, raws li, cov nqi vaj tsev tau txo qis.
Kev xaiv kev tsim kho lossis tsev tsis tiav tau dhau los ua neeg nyiam.
Kev tsim kho kev loj hlob ntawm xyoo tas los no tau ua rau muaj kev tsim cov khoom lag luam siab tsis tu ncua ntawm thawj tsev nyob hauv Moscow. Kev thov tau loj hlob ntawm qhov qeeb qeeb, uas tuaj yeem pab xyuas kom meej tias lub khw muag vaj tsev nyob hauv Moscow tseem yog tus neeg yuav khoom lag luam mus ntev.
