Ciniki marketing - menene wannan? Ciniki marketing: kayan aikin da ayyuka

Sales gabatarwa na kayayyakin - daya daga cikin key manufofin da wani ciniki kungiyar, yawanci aiwatar amfani da sanannun kai tsaye talla na dukiya da kuma ayyuka. A yiwuwa madadin ga wannan tsari ne mai sa na cinikayya marketing ayyukan, da shahararsa na wanda hanyoyin a duniya da aka girma da rana. Ka yi kokarin fahimtar abin da cinikayya kasuwanci da kuma daidai da yadda yake aiki.

A ra'ayi da kuma jigon ciniki marketing

A general, cinikayya marketing - wani musamman shirya sa na matakan ta da da sayar da kayayyakin amfani a cikin wholesale da Retail cinikayya da kamfanonin. An sarrafa ta wajen musamman kayan aikin tasiri a kan masu amfani da daban-daban matakan.

A wannan yanayin, wani tasiri kai tsaye iya bayar a duka biyu karshen masu amfani da kuma matsakaici, wanda yin rawar da mahalarta a cikin sarkar motsi dukiya - tallace-tallace wakilan, rarrabawa, dillalai. Amma ga hanyoyin da tasiri, shi zai iya zama kamar yadda ri hanyoyi na influencing, misali, lãda, da rangwamen, kyauta, da kuma wani sauran iri dalili.

Irin wannan hanya ne yafi tasiri ruri na kai tsaye talla - ATL, wanda duk masana'antun ne don haka na sha'awar zuba jari. Duk da yake ta kawai ya tuna mutane na ciyar da samfurin da kuma kokarin gamsar da shi na bukatar sayan, cinikayya marketing, wanda shi ne wani kai tsaye ba talla ko BTL, kai tsaye ko makamai dillalai kodaita saye fi son a lokacin saye shi.

Manufofi da makasudin cinikayya marketing

Babban burin haramta motsa marketing bukatar a yi la'akari ne ba kawai da girma da riba, ko tallace-tallace kundin a cikin gajeren lokaci, ko cikin dogon lokaci. Yafi dukkan ayyuka directed a samar da wani overall m image na manufacturer, da samuwar mabukaci biyayya ga kansa da kuma fitar da kaya.

Ciniki marketing ya shafi kai key raga ta hanyar aikata wadannan jerin matsaloli:

• Management of tallace-tallace. A binciken da na m halaye na wani m mai saye, jawo hankalinsa zuwa samfurin, kullawa da bayanai game da shi a cikin zuciyarsa.
• Ƙarfafa da matsayi na maroki a kasuwa a wani m yanayi. A ci daga wuri na mabukaci, da samar da wani m image na kamfanin, gano amfanin musamman kayayyakin da su gabatarwa.
• Fasaha kyautata tallace-tallace. Optimizing sarari salesrooms.
• Action management m mabukaci. Hanzari daga cikin aiwatar da yin sayen yanke shawara da kuma kara yawan adadin.

Organization of cinikayya-sayar da kamfanin

Da yake jawabi game da cinikayya-marketing, ya kamata a lura da cewa wannan shi ne kawai daya daga masu yawa hanyoyin da za a inganta kasuwanci na kayayyakin. A sha'anin ne wani ɓangare na] aukacin marketing shiryawa da kuma budgeting, kuma dole ne a gudanar a kusa dangane da gudana shirin na sakawa da iri ci gaba.

Dangane da girman da kungiyar, shi za a iya halitta da sashen ko hayar da alhakin gwani - Ciniki-marketer. A cikin wani hali, wani sabon naúrar ko matsayi zai zama wani ɓangare na wani data kasance marketing sashen. Shi ne kuma zai yiwu don canja wurin wadannan ayyuka zuwa samuwan kaya daga waje.

Re-shigar da sama tsarin naúrar ko cin zarafin yi nazari da bin diddigin halin yanzu matsayi na tallace-tallace kasuwar, da ci gaba da kuma aiwatar a kan tushen da cinikayya-marketing ayyukan inganta da samfurin na data plan ciki har da shiga tsakani na cinikayya kungiyoyi da karshen masu amfani.

Basic kayan aikin cinikayya marketing

cinikayya marketing kayan aikin ne musamman m. Daga cikin key makamai gano:

• Direct tallace-tallace gabatarwa.
  • Rangwamen, kari ga mahalarta da kayayyaki sarkar.
  • Promotion na karshen abokin ciniki a matsayin free kyauta tare da sayan, kyauta zane.
• Merchandising. Yana hada da aiwatar da monitoring na samfurin layout a cikin tallace-tallace filin, da tuntubar, familiarizing abokan ciniki tare da sabon kayayyakin a Stores, dauke da fitar da ayyuka, gasa da kuma gabatarwa.
• Special cinikayya-marketing ayyukan. Wannan ya hada da kungiyar cinikayya nune-nunen da kuma gabatarwa, taro, taro da horaswa ga masu sake sayarwa ma'aikata.

A yanke shawara a kan yin amfani da wasu kayan soma da mutane alhakin aiwatar da cinikayya marketing dabarun. A karshen sakamakon da aikace-aikace na kowane daga gare su ne niyya da farko ta fasali na musamman halin da ake ciki.

Aiki tare da masu sake sayarwa

Ciniki marketing - a tsarin na ilimi cewa ya bayyana daidai da yadda za ka iya shafar rabawa, dillalai, tallace-tallace wakilan, zuwa ga waɗanda suke tsunduma a aiki gabatarwa na da hakkin samfurin tsakanin masu saye. Daga cikin dukkan kayan tasiri za a iya gano kudi rangwanta wa-tsakin rarraba sarkar. Yawancin lokaci shi ne shirya a cikin nau'i na hannun jari gudanar da maroki, wanda za a iya aiko zuwa ga:

• Fadada samuwa girma. Yawancin lokaci hade da wani raguwa a saya farashi, amma yanayi na bayar da rangwamen iya zama daban-daban, misali:
  • Bonus-kwanan wata a lokacin da kwangila a sayan wani yawa na dukiya.
  • Lokaci-lokaci zafi coupon deals.
  • Samar da wani bonus don siyan fatauci dukiya kayyade girma.
• Kara a tallace-tallace girma. Wadannan ayyuka, shine su lũra dalili to rayayye tafiyar da sayar da wani samfurin. Su za a iya aiwatar a hanyoyi daban-daban:
  • Kafa da kuma inganta da aiwatar da shirya tallace-tallace kundin.
  • Organization gasannin da kyauta fa, tã yi ga ma'aikatan da kyau yi.
  • Dauke da fitar da yaƙi "Mystery Sayarwa" da kuma ba da lada mafi kyau ma'aikata.
• A karuwa a rarraba dukiya a kan tallace-tallace da maki. Shi ne ya sãka wani tsakiya don cimma daya daga cikin kwallaye:
  • Wannan samfurin da aka gabatar a dama adadin tallace-tallace wurare.
  • A wajabta yawan maki na sayarwa wakilta wani zama dole kewayo.
  • Cikan da yanayin kafa domin nuni kaya a cikin tallace-tallace filin.

Merchandising matsayin wani ɓangare na cinikayya-marketing yaƙin neman zaɓe

Ciniki marketing Merchandising la'akari da takamaiman sa na events aka gudanar a cikin ƙasa na kantuna da kuma ƙara da girma na tallace-tallace zuwa karshen abokin ciniki. All ayyuka da za'ayi da ya inganta ma'aikata manufacturer a yarjejeniya tare da ke tsakiya ko ba. Daga cikin babban wuraren aikin su ne:

• Layout - a key batu na merchandising. Kaya a kan shelves ya kamata a gabatar a cikin irin wannan hanya kamar yadda ya sa mai saye da marmarin saya.
• A lura da mataki ne da samfurin range.
• Shiri na tallace-tallace da maki: definition of m babban tanti wuri a cikin mall, ganin dama daga cikin ra'ayi na marketing karba-karba da kuma zane da wuraren, lighting saitin da kuma sauti.
• Kayan aiki tallace-tallace yanki: zabin da nuni, mannequins, refrigeration da kuma sauran kayan aiki.
• Samar da wani wuri na sayarwa POS-kayan, da suka hada da leaflets da posters, farashin tags, bayanai tsaye, shelves da sauransu.
• Aiwatar audioinformirovaniya da video gabatarwa a kan ciniki bene.
• Talla kamfen - lotteries, raffles, gasa, mallakan baƙi sayan wani samfurin.

Special cinikayya-marketing ayyuka

Wadannan iri ihisani, kazalika da merchandising, ya kasance a cikin rukuni na ko iskar, suna umarni da yafi ga karuwa a ɓangare na tsaka-tsaki abokin ciniki biyayya. Bambanta da wadannan iri:

• Bitocin horarwa, horo ga masu sake sayarwa ma'aikata. Wadannan ayyuka suna da za'ayi domin mafi fahimtar da na yanzu kewayon da halaye na musamman kaya.
• Business tarurruka da kuma taro. Shin lokaci-lokaci tarurruka na wakilan da maroki, kuma babbar sake sayarwa, wanda ake taƙaice, an tattauna kara yiwuwa na hadin gwiwa a wani na saitin, don gano matsalolin da tattauna mafita. Wadannan abubuwan da suka faru yawanci shirya babbar cibiyar sadarwa da kamfanoni.
• Business show. Su wani bangare ne na kullum yarda da kasuwanci Da'a. Su ne kawai ba a kan da kuma karba haka da cewa su ne mafi amfani ga mai karɓa.

Ayyukan da nufin a karshe abokin ciniki

Duk da dama hanyoyin da aiki tare da shamaki ba, ya kamata mu manta da cewa cinikayya marketing - shi ne ma mai sa na tasiri hanyoyin da tasiri a kan mabukaci kaya. Siffata da ƙarin dalili da mai saye, suna nufin gajere karuwa a bukatar da ciyar samfurin. Wadannan iri irin tasiri:

• Lotteries, wasanni, gasa, surprises. Da shawara da yiwuwar wani ba a sani ba riba a lokacin da sayen kaya.
• Organization of kulob din shirye-shirye. Created al'umma musamman iri saye, da membobin da aka bai wa wani gata.
• Charity events, tallafawa da kuma taron marketing. Musamman events don jawo hankalin dukan wa manufa masu sauraro: kide, bukukuwa, jam'iyyun, sun shirya wasa faru, gari bukukuwa.
• Saka hannu cikin harkokin ciniki bikin da kuma yin amfani da wayar hannu promozon a maƙil wurare.
• Rarraba promotional leaflets game da samfurin tare da wani nuni ne na ta yiwu saye tashoshi.
• Wannan lambar yabon, domin sayan. Yana za a iya shirya a cikin wani nau'i na kyauta a kowane kunshin kaya, samar da karin girma ga wannan farashin hannun jari na "1 + 1".
• Samfur - rarraba free samfurori da dukiya.
• Lokaci-lokaci dakushe farashin kaya da kuma raba takardun shaida ga nan gaba sayayya a wani rangwame ta hanyar mujallu da sauran kaya ko ta mail.

A tasiri na cinikayya-marketing ayyuka

Bugu da kari a rinjãye kayan aikin, cinikayya marketing manajan dole ne su iya yadda ya kamata tantance tasiri na gudanar da hadaddun abubuwan. Wannan shi ne quite wani muhimmin batu, tun da aiwatar da wani ciniki dabarun - shi ne tsada sosai da kuma management so sani domin tabbatar da yadda riba wannan da zuba jari, da kuma ko ya ci gaba da yi.

Ingantaccen ko sadarwa yadda ya dace cinikayya-marketing yaƙin neman zaɓe ya nuna yadda nasara ta hali shafi image na manufacturer. Yafi nan muna magana ne game da kiwon iri wayar da kan jama'a, biyayya ga shi, saye sanar da game da canje-canje a farashin da samfurin takamaiman iri.

Tattalin arziki yadda ya dace da aka lasafta daga sakamakon da ake ji a sa na tallace-tallace gabatarwa kayan aikin. A mafi yawa ana da za'ayi a kan tushen da hari - tallace-tallace, sayen, rarraba, samfurin, abokin ciniki tushe size. Wannan bincike kwantanta da dabi'u kafin da kuma bayan da cinikayya-marketing ayyukan.

Babban matakai na tasiri cinikayya marketing

Bayan aikatã game da gaskiyar cewa irin wannan cinikayya-marketing, ya kamata ka gane yadda za a shirya aiwatar da ta yi nasara aikace-aikace. A sa na matakai, kazalika da hadaddun kida amfani da zai bambanta dangane da musamman hali. Duk da haka, za ka iya haskaka da key matakai na cinikayya marketing shirin:

• A ciki burin saitin, halitta na sa ran sakamakon.
• Tabbatar dole Hadin a cikin kayayyaki sarkar, da kuma bincike na su damar.
• Gudanar horo sake sayarwa ma'aikata.
• Aiwatar da hanyoyin ƙara da biyayya da mahalarta a cikin kayayyaki sarkar.
• Jiki da hanyoyin da tasiri a kan shamaki ba.
• Merchandising.
• Aiki tare da karshe mabukaci.
• Gudanar da bincike na da tasiri na yaƙin neman zaɓe.

A sakamakon samu kamata a kwatanta ta da sa ran. Bayan yin da ya dace gyare-gyare bukatar maimaita tsari a duk faɗin sake. Cyclicity ake dangantawa ba kawai tare da rashin iyawa don karba a farko ƙoƙari cikakken cinikayya marketing makirci, amma kuma da wadanda ba na yau da kullum da yanayi na ciki da kuma na waje yanayi da bukatar isasshen canje-canje a cikin kamfanin kanta.

Ciniki marketing - wani hadin gwiwa raka'a cinikayya sarkar ga inganta samfurin daga m ga mabukaci. M ta kungiyar za su iya tabbatar da sosai m results for duk mahalarta.