Ngokuqhubeka okuqhubekayo kwezikhathi, izambulela ziye zaba isidingo kancane kancane ezimpilweni zethu.Phela kunezimo ezingalindelekile, futhi izindwangu ngiyazigwema.Ngalesi sikhathi, usizo lwezambulela lungakhuliswa futhi kancane kancane lube yinto ezimpilweni zethu..Uchungechunge lwemisebenzi yesambulela lusinikeza impilo ephephile nenethezekile.
Izinkampani zomkhiqizo zinaka kakhulu indlela yokuphila yamakhasimende.Ukuze kuhlangatshezwane nezidingo zokuthenga ezihlukene zeqembu labathengi eliqondiwe, izitolo zezambulela zomkhiqizo zengeze uchungechunge lwemikhiqizo efana nezikhafu zikasilika, izigqoko, izibuko, amatende neminye imikhiqizo ehlobene ngokokwethulwa kwetheminali yomkhiqizo.Ukwethulwa endaweni eyodwa ezitolo ezikhethekile kunikeza abathengi ukukhetha okwengeziwe;ayihlinzekeli kuphela izidingo ezihlukene zamakhasimende, kodwa futhi inothisa ulayini womkhiqizo wesambulela somkhiqizo.Ukuvela kwaleli phethini kuyindlela yokuthi imboni yezambulela ithathe umzila we-terminal monopoly.Lo mkhuba futhi uwukuvezwa kokwethulwa kwezambulela zomkhiqizo ukuze kuthathwe indlela yokuphila yabathengi abaqondiwe.Ukubeka izikhafu zikasilika, izigqoko, izibuko, namatende ezitolo zezambulela kuneqiniso lako elijulile:
1. Gwema ngokuphumelelayo iziphambeko zomsebenzi owodwa wemikhiqizo yezambulela
Kusukela kudala, izwe lami beliyizwe elikhulu ekwenzeni izambulela.Isiko lendabuko lezambulela liyachuma.Ikakhulukazi eminyakeni yamuva nje, imboni yezambulela yezwe lakithi iye yathuthuka ngokushesha, futhi kuye kwavela izinhlobo eziningi zezambulela ezinjengethi “paradise umbrella” kanye “nesambulela seplum”.Izitolo ezikhethekile zomkhiqizo we-Umbrella Zingena ngokuthula endaweni yebhizinisi eliphumelelayo yedolobha, ziphula imodeli yokuthengisa yendabuko.
Uma isitolo esikhethekile sesambulela somkhiqizo sithengisa kuphela izambulela, umkhiqizo awuwodwa futhi awukwazi ukuhlangabezana nezidingo ezihlukahlukene zamakhasimende.Imikhiqizo ehambisanayo ehambisanayo ibonakala esitolo esikhethekile, esicebisa kakhulu isakhiwo somkhiqizo wesitolo esikhethekile futhi sigweme ngokuphumelelayo umsebenzi owodwa wemikhiqizo yesambulela.isici.
2. Izitolo zezambulela zomkhiqizo zithembele ekubambeni indlela yokuphila yabathengi ukuze zihehe ukuhlanganyela kwabathengi
Izigaba eziningi, indlela yokuthenga indawo eyodwa iseduze nezidingo ezahlukahlukene zabathengi.Sekuwumkhuba ekwakhiweni kwezitolo zokudayisa.Izitolo zezambulela zomkhiqizo zingabamba kuphela indlela yokuphila yabathengi abaqondiwe.Gxila kakhulu ezidingweni zokuthenga zabathengi futhi uhlangabezane nabathengi abaqondiwe.Isifiso sokuthola ulwazi esizeni singadonsa ukunaka kwabathengi embuthanweni wamabhizinisi wedolobha eliphithizelayo futhi sifinyelele imigomo yokuthengisa.Ngakho-ke, akumangazi ukuthi izitolo zezambulela zinikeza imikhiqizo ehlobene nokungcebeleka yangaphandle, njengezikhafu zesilika, izigqoko, izibuko, amatende, njll.Izitolo zezambulela azisathengisi izambulela, kodwa impilo yangaphandle yokuzijabulisa ehambisana nezambulela.Kufana nokuthi uVanke akathengisi izindlu kuphela, kodwa futhi uhlobo lwempilo, impilo enempilo futhi echichimayo.Ukuncintisana kwezimakethe zanamuhla kushintshile kusukela ekuqhudelaneni komkhiqizo kuya emqhudelwaneni wendlela yokuphila kanye nokuncintisana kwezixazululo.Ukuziphatha kwempilo yabathengi kuye kwaba nezinguquko ezinkulu, futhi baye baba “amavila” kanye “neziwula” ngokwandayo.Ngokucebisa ulayini womkhiqizo wetheminali, isitolo sezambulela somkhiqizo sihlanganise ngobuhlakani amaqembu abathengi abaphishekela ukuzilibazisa kwangaphandle nemfashini kumakhasimende ayo aqondiwe, kusukela ekuhloleni ukuphila, kanye nokubamba abathengi ngokuqinile ezandleni zabo.
3. Umugqa womkhiqizo ocebile wezitolo zomkhiqizo uwumkhuba embonini
Inkampani ephumelelayo yomkhiqizo ithuthukisa isandiso sesigaba esinengqondo mayelana nendlela yokuphila yabathengi abaqondiwe, okungakhuthaza kakhulu ukuthuthuka okusheshayo komkhiqizo.Isibonelo, i-Rejoice yethule imikhiqizo eminingi efana ne-Rejoice soap kanye nejeli yokugeza ye-Rejoice ngemva kwe-shampoo;I-Fuguiniao ilandela izicathulo zesikhumba.Sethule imikhiqizo eminingi efana nezingubo ze-Fuguiniao nezimpahla zesikhumba ze-Fuguiniao.Izinkampani eziningi zemikhiqizo ziyaqaphela ukuthembela emigqeni yemikhiqizo ecebile ukuze zibambe ngokuqinile abathengi.Ngesikhathi esifanayo, njengoba inethiwekhi kanye nesakhiwo setheminali singashintshiwe, ulayini womkhiqizo ocebile uthuthukisa ngempumelelo ukuthengisa futhi uhlangabezana nezidingo eziningi zabathengi abaqondiwe.Izinkampani zamabhrendi zenza izandiso zezigaba, zicebisa imigqa yomkhiqizo ngokuyinhloko ngokusekelwe ekuhloleni ukuphila kwabathengi, kusukela ezidingweni zokuthenga zabathengi ezihlukene, nokwenza izandiso zezigaba ezifanele;imboni yezambulela, njengemboni entsha esanda kungena ohlelweni lwe-brand monopoly, inebhodlela elikhulu kakhulu Iwumkhiqizo owodwa.Ngokwesisekelo sokufunda ohlelweni lwe-monopoly lwezinye izimboni, ukunothisa umugqa womkhiqizo nokuwuveza endaweni yokuphela kuwumkhuba ongenakugwemeka we-umbrella brand monopoly.
Isikhathi sokuthumela: Mar-05-2021