Mene ne iri management? Hanyoyin da iri management

Brand management - shi ne mai sa na sayar da dabarun da ake amfani da su a musamman iri, samfurin ko sabis da nufin kara muhimmanci a cikin ji na karshe masu amfani da kuma manufa masu sauraro. Daga cikin definition a fili yake cewa wannan shi ne wani hadadden kuma bambancin tsari, tun da akwai da yawa daban-daban samfurori da kuma ayyuka a cikin kasuwar tattalin arzikin.

a raga

Brand Management da nufin kara darajar wani iri. A wannan yanayin, da darajar - wannan shi ne amfanin aikata ta hanyar da manufacturer. Ya kamata a lura cewa Concepts kamar alama management, kasuwanci da kuma PR - abu biyu ne mabambanta. A cikin farko idan manajoji sa kudi rahotanni da asusun ne, kamar yadda suka yi countable abu. A karo na biyu idan, da kasafin kudin domin marketing kalubale alama a karshen tsara harkokin kasuwanci, da ainihin "saurã". A wannan manufa sau da yawa ya shafi dangantaka da jama'a. Haka kuma, da bambanci ga jama'a dangantakar da marketing, iri management taka muhimmiyar dabarun rawa a cikin kungiyar.

Tarihi da kuma raya

Kalmar "iri management" ya bayyana a cikin 1930, a wani ciki memo na talla sashen ma'aikaci Procter da Gamble Neil McElroy. Ya samarwa don gabatar da wani sabon matsayi kira "iri-maza" da kuma tsara da aikinsu. Neil McElroy nasarar aiwatuwa duk da ra'ayoyi, sa'an nan gangarawa kamfanin kanta, kuma daga baya - har ma da United States Ma'aikatar tsaron.

ratings

Don kwanan wata, wannan ra'ayi kahu sosai a cikin tsarin na wani kasuwar tattalin arzikin da kuma kamfanoni da al'adunsu. Mutane da yawa da tuntubar kamfanonin da mujallu sau da yawa buga su daban-daban ratings daga cikin mafi muhimmanci da kuma mafi kyau brands. Wadannan nau'o'i an tsara su don gani da matsakaicin haƙiƙa darajar a kan rauni da batun kamfanoni, wanda aka fi mayar dangane da darajar da iri kanta. Kamar yadda aka nuna ta hanyar yawa karatu, manyan da karfi brands iya ko da yaushe samar da mafi girma ta'aziyya da kuma muhimmanci mafi girma ya koma ga hannun jeri fiye da sosai na musamman da kuma kasawan.

rarrabuwa brands

Brand management a yanzu mataki ne ba wani kayan aiki, amma a kimiyya. Saboda haka Dole bugawa wasu brands. A sakamakon haka, akwai kuma da yawa model na iri management. Bari ta la'akari da su:

• Premium aji - brands cewa suna da wani samfurin farashin ne yafi hakan fiye da talakawan farashin guda samfurin category.
• Cheap mayar da hankali a kan mafi m talakawa da abokan ciniki, yana da wani babban farashin baza.
• "Fighter" - ne mai alama cewa shi ne iya iya da'awar batun da m talla da kuma sayar da halin kaka. An halicce su da bukatar tabbatar da ganin gasar tare da masu zaman kansu mai rahusa brands.
• Private tasirin (wanda kuma aka sani da suna "fari brands") - ne kiri brands.
• Family - kusa a cikin category na wannan sunan kayayyakin (kamar toothpastes da kuma goge).
• Fadada na iri marketing - shi ne don amfani da riga da sanannun iri domin fitarwa zuwa mai fadi da kasuwar da wani sabon kayayyakin ko da cikkaken kewayon kaya da kuma ayyuka.
• Lasisi - wani daftarin aiki mai gaskatãwa ga yi na canja wurin hakkokin wasu masana'antun a kan yin amfani da data kasance iri.
• Saka alama hadin gwiwa - hadin gwiwa marketing kokarin da dama masana'antun.
• Corporate - sunan kamfanin ne ya mallaki iri.
• M iri - halittar kamfanin ta kama su a wahayin m abokan ciniki, abokan aiki da kuma ma'aikata.
• Dabarun iri management - mafi duniya da kuma dogon lokacin shiryawa hanyoyin marketing matakai, yawanci a sabis a manyan kamfanoni da kuma hukumomi.

architecture

Akwai uku na asali iri iri tsarin da kamfanin. Suna kuma da aka sani da iri management hanyoyin.

1. Da dama brands suna da alaka da tsarin, da ake kira gine. Kowane mutum na da nasu iri sunan, style da kuma image, amma kamfanin kanta, kafuwar ganuwa zuwa layman. A matsayin misali, kamfanin Procter da Gamble, wanda shi ne asalin manufar. An generated mai yawa da karfi da kuma babban brands kamar Pampers, Pantene, Ivory, komowar ruwa.
2. 'Yar brands ne masu tasowa da kuma ci gaba a cikin general mahallin na iyaye. Wannan dabarar kubutar da gagarumin marketing kasafin kudin. A matsayin misali na "MTS" da "rafi".
3. A karshen Hanyar da aka yi amfani da musamman iri gine iyaye, da kuma duk sauran kayayyakin ne a cikin suna sunansa da kuma amfani da irin wannan styles kuma images. A daukan hankali misali na wannan Trend ne kamfanin Virgin tare da alaƙa brands kamar Virgin Atlantic, Virgin Megastore, Virgin Brides. Suna da wannan logo kuma style, sun goyi bayan juna da kuma kamar wancan talla.

Muhimmancin zabar sunan da fasahar ci gaba

Quality iri-management dole ne a dogara ne a kan kamfanin ta madadin. Ya kamata ya zama da sauki hurta, ido-kamawa, euphonious, abin tunawa. Sunan dole ne dauke da wani tunani zuwa wani m halaye na wani sabis ko samfurin, daidai da sosai image da kuma manufa na kamfanin, lallai matsayi da samfurin a fili tsaya fita daga mutane da yawa da sauran kayayyakin. Kamar yadda aka saba amfani streamlining dabaru, fuskantarwa da rebranding.

Rationalization - raguwa a yawan cinikayya da alãmarsu, tun da yawa daga cikinsu na iya ƙarshe ƙetare iyakar ikon da sayar da kamfanin. Rebranding - wani iri canji, amma kiyaye wasu muhimman baseline data. Wannan fasaha ne sosai m, amma a cikin dogon lokaci damar riƙe tsohon abokan ciniki da kuma jawo hankalin sababbi. Wayarwa - Samar da wani m darajar da dukiya. Wannan yana nufin cewa tuni ba a kansu hukunci samfurin halaye da kuma babban muhawara na saye - zo da fore da iri kanta. Rayuwa hawan keke na kayayyakin sun zama sosai short a yau free kuma m kasuwar. Kuma fitowan na sayan kayayyaki masu rahusa-analogues da kuma musanya razana wanzuwar m kayayyakin. Saboda haka bukatar mayar da hankali ba sosai a kan halaye na samfurin, yadda za a tallatar da iri. Wannan shi ne, daidaiton ne a kan karshen mai amfani.