Okokuqala, dalaeyakho impahlabrand ungenza oku:
1.okokuqala, kufuneka wenze isigqibo malunga nento ofuna ukuyila i-brand brand positioning (impahla yamadoda okanye yabasetyhini, ifanelekile kwiqela leminyaka yobudala, ilungele isihlwele, kuba ukwenza iimpawu zempahla, awukwazi ukwenza wonke umntu ofanelekileyo. ukunxiba iimpahla, ngoku iimpahla kufuneka zicace, oko kukuthi, isimbo sokumisa sicacile. , I-Shanshan ebantwini yisuti ye-orthodox kakhulu, iingcuka ezisixhenxe kubantu zibhatyi, izilwanyana ezisithoba kubantu ziingcali kwiibhulukhwe ze-White-collar zinika abantu abashishini eliphezulu ukunxiba kwabasetyhini, njl njl.
2.Okwesibini, ndifuna ukwazi ukuba isifundo siqonda njani ingcamango ye "brand". Ekuqondeni kwam, ukuthetha ngokungafihlisiyo, kukho iqela elisebenza ngobuchwephesha, umfanekiso odibeneyo we-terminal, isitayile esicacileyo semveliso kunye nokumiswa, kwaye ubuncinci ivenkile ezimbini okanye ngaphezulu (okanye ukusebenza okuzinzile kwiqonga le-e-commerce). Ukuba uvula nje ivenkile, nangona kukho uphawu, kunokubizwa ngokuba yivenkile yempahla, kungekhona uphawu.
3. Ukuseka isicwangciso soshishino esiqinileyo nesicacileyo. Isicwangciso sakho seshishini kufuneka simisele indlela ocinga ukuyilawula ngayo uphawu lwakho lwempahla. Bhala ngokwenyani kangangoko. Khumbula, kungcono ukuyijongela phantsi inzuzo yakho kwaye wothuke ngokuvuya kunokuba ucinge ngezakhono zakho kwaye uphoxeke. Ngokukodwa, le mimandla ilandelayo kufuneka ithathelwe ingqalelo: isishwankathelo solawulo. Isishwankathelo sesigqeba zombini yinkcazo yengxelo yenjongo yenkampani kunye nezicwangciso zexesha elizayo, kunye nendlela yokutsala abatyali-mali abanokubakho. Oku kuyimfuneko kuwo onke amashishini, kodwa ngokukodwa kwishishini lempahla, elihlala lifuna utyalo-mali lwangaphandle. Inkcazo yenkampani. Inkcazo yenkampani yenza abantu bazi ukuba yintoni uphawu lwempahla yakho, yintoni ekwahlulayo kwabo bakhuphisana nabo, kwaye yeyiphi imarike ofuna ukuba kuyo.
Ukusebenza ngokusesikweni, kubhaliswe inkampani, kuyila ilogo yebrendi, kwaye kubhaliswe uphawu lokuthengisa.
4. Velisa iimveliso zakho.
(1), ukuleyibhela, luyilo oluthile lwempahla kunye neenkampani zophuhliso, ziyila uthotho lweesampulu, kwaye emva koko uye ukukhetha imveliso, u-odole inani elithile leempahla, kunye nesatifikethi sobhaliso lophawu lokuthengisa, ikopi yelayisensi yeshishini, isatifikethi sobhaliso lwerhafu. , isatifikethi sekhowudi yombutho kunye namanye amaxwebhu onke aphathwa yinkampani yoyilo.
(2), imveliso yabo, oku kunzima ngakumbi, ukuqesha abaqulunqi, abenzi beepleyiti, ukujika, kodwa babandakanyeke kwimpahla, izincedisi, imveliso. Izinto eziluncedo: ukuguquguquka kwaye kulula, ukuzimela okunamandla. Ukungalungi: Ulawulo luyingxaki ngakumbi kwaye utyalo-mali lukhulu
(3), inxalenye yabo yemveliso, lonke uphawu. Le ndlela ngoku yamkelwe ziimpawu ezininzi ezinkulu
2. Amava ekudaleni ukusebenza kophawu:
1 Kufuneka ube negama lebrendi kuqala
Bhalisa ngokwakho, okanye uthenge enye. Okwangoku, kunzima kakhulu ukubhalisa iimpawu zokuthengisa, kuba kukho iimpawu ezininzi zempahla ezibhalisiweyo kwaye zisahlolwa, kwaye azikwazi ukufana. Ukuba uya kuthenga uphawu lokuthengisa, igama lisenokungahlangabezani neemfuno zakho kunye nomdla wokutya. Kodwa nokuba yeyiphi na indlela, kufuneka ube negama lebrand.
I-2.Ufanele unqume ukuba luhlobo luni lwempahla yempahla yakho kunye nokuzimisela okufanelekileyo ngakumbi, iimpahla zamadoda?Iimpahla zabasetyhini? Iimpahla zabantwana? Impahla yangaphantsi yasekhaya? Ukuqhelaniswa nobudala ngaphakathi kwilokhwe yabasetyhini? Ngeliphi ixabiso? Kuphela ngokwenza ezi zinto zicacileyo unokwakha iqela elisekelwe kule nto, kwaye igama lokuthengisa elingentla linento eninzi yokwenza kunye necandelo lempahla.
3.Kufuneka uqikelele ukuba yeyiphi indlela yokusebenza oza kuyamkela, oko kukuthi, ngaziphi iindlela oceba ukuzithengisa iimpahla. Uthe ukwenza uphawu lwempahla, ndagweba ngaphandle kwe-wholesale, u-Ali kwi-wholesale, kuba i-wholesale kukuthengisa iimpahla, ayinakubizwa ngokuba yi-brand. Ngaba uthatha i-arhente yemveli, inkqubo franchise, okanye zonke self-ezisebenzayo, okanye inkqubo iqabane ethandwayo yangoku (ezifana venture yangaphambili), okanye ukwenza e-commerce iqonga lokuvula. Khumbula, musa ukuvumela iingcaphephe zikukhohlise, kukho izinto ezilungileyo nezingalunganga ezicacileyo kwimodeli yetshaneli nganye, kwaye unokukhetha kuphela leyo isebenza ngcono kwizixhobo zakho ezikhoyo. Ukuba unomdla, ndingaxoxa ngezinto ezilungileyo nezingalunganga zemodeli yetshaneli nganye.
4. Yakha iqela elihle loyilo. Ngemveliso elungileyo, uphawu lwakho luphumelele ngama-70%. Izinto ezibizwa ngokuba ziimveliso ezilungileyo zihambelana neendlela ezithandwayo, zinesitayela esicacileyo kunye neempawu, umgangatho omhle kunye neendleko, kunye nokhuphiswano olunamandla. Musa ukumamela umthengisi okanye umcebisi oyingcali onokukuxelela ukuba baya kufumana indlela yokuthengisa nayiphi na imveliso. Kodwa khumbula, yimarike, umthengi, umthengi, hayi umthengisi okanye umcebisi othi ekugqibeleni enze isigqibo sokuba yeyantoni na imveliso yakho. Ndiyimvelaphi yentengiso yempahla, imveliso inamava angenakulibaleka, akukho mveliso ilungileyo, ulwimi lwakho intyatyambo ende ayikwazi ukuthengisa, nokuba ufumana ithamsanqa kumaza okuqala abathengi, awukwazi ukuhlala. Njengoko benditshilo ngaphambili, ukuba imveliso igqwesile, i-brand yakho iya kuba yimpumelelo ye-70%, kwelinye icala, kwinqanaba lokuqala, kufuneka ubeke i-70% yezibonelelo kwimveliso ukuqinisekisa ukukhuphisana kwemveliso.
4.Setha iqela lokusebenza lokuthengisa ngokwemodeli yetshaneli kunye nokuma kwemveliso.
5.Ikhonkco ngalinye kunye nesebe kufuneka libe nesicwangciso kunye nesicwangciso esifanelekileyo kwizibonelelo zakho ezikhoyo phambi kokuba uqalise, kwaye wenze uhlahlo lwabiwo-mali kunye nesicwangciso sophuhliso.
6.Ukuba notyalo-mali oluqhubekayo kunye nokugcina ukusebenza kweemali, musa ukucinga malunga nokwenza imali ngokukhawuleza, uphawu luyisinyathelo ngesinyathelo.
7.Phuhlisa isicwangciso sokuthengisa esifanelekileyo nesixhamlayo. Musa ukulindela ukuthembela kwimali yomthengi ukuqhuba uphawu. Ngapha koko, umthengi ukwakhangela iindlela zokusebenzisa izixhobo zenkampani yophawu ukuvula ivenkile kunye nokunciphisa umngcipheko.
8.Ngokulula, kuthetha imali, ubuchule, kunye nomonde. Ukudala uphawu lwempahla yinjongo enkulu, inkqubo yokusebenza eneenkcukacha, amagama ambalwa awanakucaca, kungekhona nokucwangcisa, kodwa ngobulumko kunye nokubila.
Siyinghong umenziuneminyaka eyi-15 yamava kwimpahla, ukubonelela ngeempahla kumashumi amawaka abathengi, inkxaso yabathengi be-brand ekhulayo, ndiyakholelwa ukuba sinokukunika okulungileyo.amava kwezoshishino, impumelelo kunye nenkqubela phambili eqhelekileyo!
Ixesha lokuposa: Dec-19-2023
