B2B Strategy - ntoni na? sale Market, ububanzi, iinkonzo B2B

Scope B2B - ntoni na, kwazi ezimbalwa, kodwa nabani na owakha Walunguza isaziso sezithuba zangoku ze ufunde la mazwi: "Xa umphathi enkulu intengiso yenkampani efunekayo, kufuneka amava kummandla B2B ubuncinane ngonyaka omnye, ahlawule phezulu". Kwaye ezi ntengiso ngakumbi eprintiweyo. Ukuthandwa kungenxa aba baqeshwa? Ingaba isuke le iileta ezintathu twisisaka imarike capacious igcwaliswe?

B2B - oko kuthetha ntoni, yintoni features umsebenzi kweli candelo? Kutheni iinkampani abasebenza kule ntsimi kufuna iingcali abanezakhono kuphela, kodwa umvuzo ziphakamile kolunye ushishino? Kodwa nantsi eyona nyaniso.

Thina bafunda isigama

B2B - oko kukuthi, kuya kukunceda ukuba uqonde ekufundeni izifinyezo. Ngaphaya ayifihli igama elithi "ishishini kushishino", nto leyo kwisi IsiNgesi lithetha "kwamashishini".

B2B enokuthethwa ngayo yindawo ukusebenza apho amaqumrhu kuphela esemthethweni. Kumthengi ngoko usebenzisa imveliso yokusetyenziswa zizo, imveliso okanye ubonelelo ngeenkonzo namanani oluntu.

Ngaba uthini kwicandelo B2B, yona intengiso corporate? Ephindwe akunjalo. Umahluko phakathi kwabo norhatyazo kakhulu, yaye phantse akukho izabelo omnye.

Umsebenzi B2B yi ngqo kakhulu, ufuna iindlela ezizodwa kuphuhliso lwemisebenzi yoshishino kunye nokuziphatha zothetha-thethwano. Oku kufuna ingqalelo ekhethekileyo ukugaywa kwisebe ukuthengisa.

Nokuba imarike

Ufuna ukwazi ukuba inkampani yakho lilungu kwicandelo B2B? Zama ukuba sihlaziye imisebenzi zinto zilandelayo:

• umthengi othenga imveliso nje izinto ekrwada;

• umthengi usebenzisa imveliso njengendlela yemveliso (koomatshini, ukupakishwa, izixhobo, izinto zokubhala, iimoto);

• umxhasi usebenzisa iinkonzo ezizezakho kwi inkqubo yemveliso imveliso (ukuthuthwa, Consulting, ukugaywa, IT, ukumaketha);

• umxhasi ngoku anigqibele imveliso yakho ngenxa iimfuno zabo (izixhobo zokwakha, amafutha, umbane, ifenitshala, zenja).

Ukuba ubuncinane omnye izinto ezinxulumene neshishini lakho, oko Kungaphikiswa ukuba inkampani esebenza kwicandelo B2B.

Ngubani na iqabane lam

Idla badidekile B2C kunye B2B iimarike. Yintoni na, yintoni umahluko esisiseko? isifinyezo Last imela "Business to Consumer" ( "ishishini umsebenzisi"). Oko uliqabane yomntu osemthethweni kule meko ngumsebenzisi, indoda elula othenga imveliso (inkonzo) ukwenzela ukusetyenziswa lobuqu. Esigqeba kunye abaqeshwa bamasebe intengiso kufuneka ukwahlula phakathi kwezi ndawo zimbini (B2B kunye B2C). Kuthetha ukuthini, kukuchaphazela njani ukuhamba?

Kwi market B2B, ixabiso isivumelwano avareji iphezulu kakhulu kunaleyo kwicandelo B2C, kunye abathengi kakhulu ukhetho ngakumbi kunye nobuchule. Kwimeko nganye kwezi kumacandelo zonxibelelwano kunye nomthengi kwi icebo yabo ethile kwaye ifuna ngokwayo, indlela yaso eyodwa. Ezi iimeko ziyalela ezahlukileyo iindlela zempembelelo of, abathengisi yokugaya kunye nemibutho yabasebenzi usuku lokusebenza.

Nquma uze ube nesibindi

Indlela yokwenza isigqibo malunga uthenge imveliso - umahluko ophambili phakathi B2C kunye B2B iimarike. Yintoni na yaye "oko udlayo," lula ukuqonda, cinga umzekelo olula.

Masithi umntu omnye uthenga phone, kodwa ke kwiimeko ezimbini esahlukileyo. Kwimeko yokuqala ngayo - nomthengi elula ifowuni iza kusetyenziswa njengendlela yonxibelelwano lobuqu. Isigqibo kuthathwe ngokukhawuleza, ngokusekelwe ncomo kwiimagazini ezithandwayo, imifuziselo iwonga kunye ergonomics. Umthengisi unempembelelo omncinane zenkqubo yokhetho, njengoko ixesha kunxibelelwano, siphila ixesha elifutshane, yaye umthengi uza kwindawo yentengiso ne sele kwasekwa uluvo.

Ke ukuba lo mntu mnye uya kusebenza yokuthengwa uxanduva kokutshintshiselana ifowuni kwishishini, imiba ephambili eziphembelela inkqubo yokhetho, kuya kuba ukuthembeka, iwaranti, ixabiso nkonzo, ukukwazi ukuphucula okanye ukwandisa uthungelwano kwiminyaka embalwa elandelayo. Ngaphezu koko, xa kusenziwa isigqibo sokuba inxaxheba ziya kuba mbalwa kakhulu abasebenzi (IT-specialist, umncedisi umphathi). Apha unxibelelwano umthengisi kunye umthengi aye kwinqanaba lobungcali, uthethathethwano aphantsi indlela ubuncinane iintsuku ezimbalwa, kwaye iqela ukuthengisa ukuze kubekho ifuthe elibonakalayo isigqibo sokugqibela.

Lo mzekelo ubonisa ngokucacileyo ubudlelwane ukuba kulula kwicandelo B2C. Emva kokuhlalutya ngayo, singatsho malunga nokuthengiswa B2B, nto umsebenzi abakrelekrele kakhulu kwaye ufuna ulwazi olunzulu kulawulo imveliso yawo kunye amava abanzi yentengiso esebenzayo. Ngelo xesha kweentengiselwano B2C zilula ngokwaneleyo.

Elinye okanye amabini

Le nkampani nakho ukusebenza kwimarike enye, yaye ezimbini ngaxeshanye. Umzekelo, ejensi, amagqwetha, ukucoca, zokucoca arhente, auto, w / d, okanye umsebenzi emoyeni bobabini aba bantu zomthetho bendalo. Kwimeko yabo, ukuthengiswa wahlulwe imiyalelo ezimbini ukusetyenziswa eyiyo kwentengiso zobuchwepheshe.

Kukho iinkampani, leyo abahlala kuphela kwimarike B2B le. Yintoni okanye ngubani na? Okokuqala bonke abenzi zempahla ekrwada, ukuveliswa okusilelayo, izixhobo mveliso. Oko kukuthi, ezo mpahla ukuba ummi avareji nje akafuni kuthenga, ngokuba akuyi kuba nako ukuqhubeka ukuwasebenzisa.

B2B and Media

Bonke market abadlali B2B ukuthengisa iimveliso kuphela abaqeqeshiweyo. Phakathi sasazo iimpapasho ezikhutshwe ngenjongo yokunikezela ulwazi oluyimfuneko kule nkqubo. Umzekelo, ezizodwa iijenali kwengxelo, kwakunye kwimiba yolawulo, eyokucwangciswa, amayeza, ukwakhiwa kunye nabanye. Ngenxa umthetho, nabo bonke ingqalelo umsebenzi othile okanye kwishishini.

Ntoni na kumkhonza?

Ngokuphathelele impahla lo mcimbi uyimfuneko, yonke into ecacileyo neqondakalayo, kodwa nanku umbuzo: Iinkonzo B2B, yintoni na ukuba iinkampani kulo mba? Bona abathwali iinkonzo amagqwetha, oogqirha,-inshorensi, abacoci, kwakunye abaqeqeshi zoshishino kunye nabacebisi, iingcali kwinkqubo mveliso yokuvelisa ezinxulumeneyo. Amaxesha amaninzi izivumelwano kwilungiselelo ngeenkonzo ukuba ngamaxesha athile onyaka. Umzekelo, zokucoca nophahla ukusuka ikhephu, imbonakalo.

Umthengisi Ukukhetha

Kukholelwa ukuba umthengisi okulungileyo "yaye eziluphawu wathengisa aphuculwa 'njengomphathi enkulu ngokukhawuleza ezenza nalo naluphi na iqela. Bathi phantse zonke abaqeqeshi zoshishino kunye neenzuzo ezithandwayo yokufumana izakhono zeentengiso. Kodwa ke, xa sicinga kwezentengiso B2B?

Kuyinto ngokupheleleyo uhlobo olwahlukileyo umsebenzi sele ichaziwe ngasentla. Sebenza kunye ishishini ukubonelela ngeenkonzo kubathengi loshishino kunzima. Ke umphathi anda iimfuno.

Abaququzeleli bathi abathengisa elungileyo B2B, oko kukuthi umntu:

• ukuba izakhono eliphezulu "umthengisi jikelele", oko kukuthi, uyakubona kwaye ngempumelelo ukusebenzisa iteknoloji kunye nokuthengiswa psychology;

• na ubuchule kakhulu kwindawo elinikiweyo (ulwazi imveliso), okanye ngokwaneleyo uphuhliso lweengqondo ukuba eli xesha lifutshane kangangoko ukuba ahlole kakuhle.

Ukuba sisondela isifaniso kunye umdlalo wechess, umphathi uthengisa kwezinye iimveliso ishishini okanye iinkonzo inkampani yakho ukudlala ngobuchule imidlalo elide. Kulo ingxenye loshishino, umjikelo intengiso kuba lide kakhulu, yaye umsebenzi umthengisi ayiphelelanga zale, ukwenza elifutshane (iminxeba "iqhosha lokulayita", izithembiso, ukulungiselela iintlanganiso kunye nemiboniso). Umele ilifa ukucinga ngobuchule, ukuba bacinge umdlalo a amanyathelo ezimbalwa phambili kwaye bazilungiselele ezinokwenzeka engalindelekanga.

ulawulo Resource Human

Indlela echanekileyo kulawulo lwesebe - omnye wemiba ephambili kwentengiso ngempumelelo. Njengoko sele kukhankanyiwe, kwicandelo B2B iqeshe abantu ifomati eyahlukileyo yaye, ke ngoko, indlela ukuya inkokeli yeqela, kufuneka ibe ekhethekileyo. Kulo market ungenza mindlessly Ningaphathi amava ngempumelelo ekulawuleni yaye luyakhuthaza namanye amashishini. Umzekelo, kwiingxelo FMCG-iinkampani umphathi malunga inani leentlanganiso ngocingo, oko kuchaphazela umvuzo wabo. Kwaye kufanele, ngenxa kule ndawo umthengisi "imilenze bondliwa." Kodwa xa imveliso lithengiswe komnye inkampani, isixa umnxeba "iqhosha lokulayita" ayikho amanqam, koko, ukuba incinane, njengoko inani labadlali kwicandelo B2B ngaphantsi kakhulu. Ngako oko, zokuvulwa kufuneka zakhiwe ngendlela eyahlukileyo ngokupheleleyo.

indlela entsha

Unga baphikise malunga B2C kunye B2B, loo nto ilungile, wachitha iminyaka ulwalathiso. Kodwa amaxesha tshintsha, kwaye, mhlawumbi, aya kungekudala indawo yi neemarike ezintsha, ezifana C2B kunye C2C. Kule bantu baya kwenza njengoko abathengisi, ngokubonelela ngeenkonzo ezahlukeneyo.

Abantu Iplanethi xa ikhula ngonyaka ngamnye. indlela Phantse wonke umhlali ziye ngcono unxibelelwano (ngomnxeba, internet). Qhagamshelana nomnye umntu ilifa imveliso elungileyo, akukho nzima. Noosomashishini, ukuphuhlisa imihlaba zobuxhakaxhaka bolwazi, igalelo kuphela ukuvela lwabafowunelwa ezinjalo, ukudala iqonga ekhululekile nekhuselekileyo nonxibelelwano kwi network.

Umzekelo i ngasentla iya kusebenza njengendawo ngamazwe online ifandesi e-bay, apho nabani na kubekwa kwintengiso kwi izinto zokulahla yayo. Abaququzeleli be isiza yacinga ibaluleke kakhulu inkqubo eyiyo amanqaku nezilinganiso ukuba akuncede ufumane umthengisi intle kwaye intengiselwano ekhuselekileyo. Ezo sayithi efake ubume, wavula kumazwe amaninzi. Kwaye kukho imithombo ezinegalelo ngokutshintshiselana izinto, umbutho ka ezithengwa ngokubambisana isambuku. Okanye uthathe izinto zakho mboleko evela komnye umntu.

Ukuba inkampani wafumana ukukhula ingeniso ethe chu kwaye izinze umxhasi ngamnye kufuneka uqokelele indlela ekhethekileyo. Ngoko ke, uhlalutyo ngokucokisekileyo amahlakani, ucwangciso kunye nocazululo intengiselwano elizayo ukuba sele lwenzekile na impumelelo iqhosha ukuthengisa inkampani.