Izixhobo zolawulo lweqhinga. Uhlalutyo 5 imikhosi Porter Umzekelo:

Kuba elichumayo kufuneka ithathele ingqalelo imiba emininzi ezidla kusinda ingqalelo ngoosomashishini. Kodwa, ukuba ukhangela ngokusondeleyo ngakumbi ukufunda ngenyameko zezoqoqosho, uya kufunda ezininzi iindlela ezahlukeneyo ezikuvumela ukuba eyiyo nangempumelelo hlaziya izinto zemali. Omnye lo mzekelo umdla kukuba uhlahlelo imikhosi Porter-5, umzekelo apho kuxoxwa nzulu kweli nqaku. Kodwa ke, kufuneka siqonde ngaphezu kwabo bonke ukuba yintoni na, oko ijolise neziya kuvumela ukuba kuzuzwe. Qiniseka ukuba ngokuqinisekileyo uza kufuneka isixhobo ezifana uhlalutyo imikhosi ezintlanu Porter kaThixo. Imizekelo kwi okubhaliweyo kuba ukuqinisekisa ecacileyo.

Yintoni na?

Le modeli wachazwa 1979 ngu Economist owaziwayo Michael Porter. Wakwenza oku ukuze umfuziselo epheleleyo, esizokwenza iinkampani ukuhlalutya nemveliso yazo kunye nokhuphiswano, yaye ngakumbi kwaye nokugcina ezi amazinga kwinqanaba eliphezulu. Emva kweminyaka engamashumi amane, ungabona indlela kakuhle uhlalutyo imikhosi Porter-5.

Imizekelo yokusetyenziswa kwayo ebomini zahlukahlukene kakhulu. Uhlalutyo olunjalo esetyenziswa kunye mveliso, kunye zokutyela, iibhanki kunye namanye amashishini ukuba babe ukhuphiswano emarikeni. Ngoko ke, ukuba ufuna ishishini lakho ukuze uphumelele, kufuneka ucinge malunga nendlela ukufunda le modeli. Kwaye eli nqaku liza kukunceda ukwazi ukumelana nento yokuba i uhlalutyo imikhosi Porter-5. Imizekelo yokusetyenziswa kwayo nazo ziya kuboniswa ukuze bakuthathele ingqalelo. Kwisiqingatha sesibini sihloko ezinikele omnye umzekelo omkhulu amanyathelo.

Inkcazelo imodeli

Xa Maykl porter wadala imodeli, wathi emarikeni kukho imikhosi ezintlanu ezahlukeneyo, nganye kugqiba ukhuphiswano le mveliso :

• amandla yokuxoxa abathengi, bona icandelo ethile;
• amandla ngamanani zabathengisi, ethi ichaphazele unikezelo izinto lwamashishini ekrwada;
• Usongo lokuhlasela lufunyenwe ngamafama amatsha ekwaziyo kukhuphiswano iya isonyuka;
• umngcipheko iimveliso ababambeleyo ukuba banolwahlulo ilungileyo ixabiso nomgangatho;
• umgangatho wokhuphiswano ngaphakathi kwimarike ekhethiweyo.

Oku imikhosi Porter-5. Umzekelo Analysis ziza kuchazwa kumhlathi wesibini, okoko nje kuyimfuneko ingqalelo ngqo sicinga ngamnye imikhosi. Ngophanya nje lweliso, kusenokubonakala ngathi akukho uhlalutyo ecaleni le migca esinokwenziwa, kodwa enyanisweni umphumo kukumangalise. Nale ndlela uya kuba bakwazi ukuhlalutya umsebenzi kwishishini kunye nokhuphiswano iimveliso zawo kwimarike, ukuqhubeka ukwenza izilungiso ezithile ezikuvumela ukuba ukuphucula ezinye izalathisi kwithuba elide. Ngoko ke, siya ngoku ukuxoxwa ingenkcukacha imikhosi 5 Porter, umzekelo zohlalutyo ziya kuqhutywa ngokweenkcukacha, kunye result ukuba wazi yonke into ufuna ntoni kule ndlela.

Ukusebenzisa imodeli

Indlela yokusebenzisa le uhlalutyo yokwenene-ihlabathi imikhosi Porter-5? Umzekelo: "njengephempe" - uthungelwano Russian yeevenkile. Injongo senzo kukuqinisekisa ukhuphiswano icandelo ethile kwimarike, ukuze ukwazi ukubala indlela kusengqiqweni ukuqaliswa iimpahla, apho kuya kufuneka ukuba sizibhokoxe umgudu okhethekileyo ukufezekisa oko akufunayo, njalo-njalo.

Ngenxa yoko, le modeli isetyenziswa kuqoqosho namhlanje ukuze avelise uhlalutyo ukhuphiswano oluneenkcukacha iimveliso yenkampani yakho, kwakunye emarikeni ekhethiweyo. Ngoku babe nentembelo yokuba imfuno engxamisekileyo ukusebenzisa indlela imikhosi Porter-5. Umzekelo uhlahlelo ebhankini okanye nayiphi na enye inkampani ukuqinisekisa oku kwixesha elizayo, kodwa ngoku kufuneka uqwalasele iimviwo amandla ngamnye.

abaqalayo Usongo lokuhlasela

Uhlalutyo imikhosi 5 Porter kulo mzekelo ekhefi kunokuba eneenkcukacha kakhulu ukubonisa ukuba ungamandla lokuqala, okt Usongo lokuhlasela lufunyenwe ngamafama amatsha. Ngoko ke, kukho kwimarike ethile, apho sele kukho iinkampani ezikhoyo kunye nempahla kunye neenkonzo zazo. Abangeneleli abatsha ukwandisa ukhuphiswano, oko kukuthi, ukuba cafe entsha restaurant yakho ivele kwi kwimarike angaqala ukuhamba inani elincinci kubaxhasi. Njani izinga usongo? Kukho Porter Ikwachaza nezinye izinto ezininzi echaphazela umqobo entry. Ukuba phezulu, ngoko ke isisongelo kuya kuba ngaphantsi, kuba asinguye wonke ubani ofuna usoyise.

Ziziphi ezi zinto? Okokuqala, uqoqosho olumandla. Ukuba umthamo imarike mkhulu, iindleko iqela elinye uya kuba phantsi, ngoko zicelo abatsha kuya kuba nzima ukuphumeza ROI entle. Okwesibini, nguwo umahluko lwemveliso - kokukhona imarike iimveliso okanye iinkonzo ezikhoyo, le ngxuba iqela elitsha zikhuphisana. Okwesithathu, yimfuneko ngolwakhiwo - oluphezulu embundwini kokuqala utyalo-mali, kokukhona ukuba abadlali abatsha baya kungena imarike kungenzeka. Kananjalo kubalulekile ukuba siqaphele ukuba ukuphakama iindleko, ukufikelela amajelo usasazo kunye nomgaqo-nkqubo karhulumente ngokunxulumene ukuveliswa imarike ethile. Kakade ke, izinto ayilinganiselwanga - kukho izisongelo ezongezelelweyo noluxhomekeke ngqo kwi emarikeni kwiintengiso kunye neemeko ezikhoyo ngoku.

Le kuboniswana okukwazi

Ukuba sithethe ngamandla yesibini, kubalulekile ukuqonda ukuba kungcono ukukhetha imarike apho umthengi bunamandla kwanala liba ziyafa. Kutheni? Isizathu kukuba agents abathengi bemveliso kunye neenkonzo zakho, ngoko kungenxa kubo yaye kukho imarike. abathengi anempembelelo ngamandla amakhulu nga kuchaphazela ngqo iimveliso zakho, efuna esemgangathweni ophezulu, ebonisa iimfuno zabo kwaye njalo njalo. Ngoko ke ukuba encinane inqanaba lamandla lomthengi kwimarike, ngcono kuwe.

Kukho iimeko ezininzi ekukhuleni ngamandla lomthengi: umzekelo, ukunqongophala ezahlukileyo iimpahla (umthengi ungakhetha nawuphi na, kodwa akukho imveliso yakho), uvakalelo oluphezulu ukuba ixabiso (kumthengi ukhetha imveliso yakho, kodwa ibiyeyona ndlela ebiza bhetele) njalo njalo.

Le kuboniswana zabathengisi

Amandla ngamanani zabathengisi kuboniswa ukuba ngokufuthi kangangoko amandla okukwazi, kodwa isiphumo sayo inokuba namandla kakhulu. Inyaniso yokuba abaniki, enyanisweni, bangabanini kwezibonelelo, ngaphandle apho inkampani ingasebenzi. Kwaye kwezinye iimeko, abanikezeli bafumana amanqanaba aphezulu kakhulu amandla - umzekelo, xa kukhona emakethe azikho zininzi kakhulu (okanye xa imarike kuyinto esinakho), xa oovimba abasetyenziswa ngayo imveliso yawo, nambalwa, yaye iindleko utshintshe nje ukuba izinto ezizezinye ekrwada uya phezulu kakhulu. Kwiimeko ezinjalo, abathengisi banamandla ngakumbi kunesiqhelo, kwaye benokuba nempembelelo ngqo imeko lemarike, kwaye ngexesha elinye kunye nokhuphiswano.

Ukuvela kweemveliso ababambeleyo

Abo babambeleyo - ezi mveliso ukuba inganikeza enye unokumnceda na imveliso yakho. Phambi analog ngeniso ezikumgangatho ophezulu ubuya kuba sincinci kakhulu. Kwenza ingxaki enkulu kwabo ezinye ezifundisa nomtsalane ngakumbi ratio amaxabiso-esemgangathweni. Logama nje umboleki unako ukuthenga impahla wobunjani ophantsi kakhulu ngexabiso, akuyi kuthenga eyakho.

Kwakhona isongela ukuba kufakwe endaweni iimveliso ezivela brand ezaziwayo-kakuhle, sele leyo yaphinda yathandwa ezihamba kwezinye kwiimarike, kwaye ngoku uceba ukuphumeza isiphumo esifanayo obutsha. Yilwa ababambeleyo kuyimfuneko ngokudala brand yabo womelele, ukuphucula kwentlobo zemveliso, ngokupheliswa emgangathweni njalo njalo.

ukhuphiswano phakathi kwamacandelo

Kakade ke, musa ukulibala ukuba ukhuphiswano emarikeni linayo kakhulu ifumaneka apho nxaxheba. Inqanaba ukhuphiswano emarikeni liya kuba phezulu xa kukho inani elikhulu labathathi-nxaxheba kunye nama umqulu alinganayo imveliso, iyantlukwano aphantsi iimveliso, izithintelo eziphakamileyo yokungena emarikeni njalo njalo. ukhuphiswano obukhulu, Kakade ke, kunciphisa ingeniso shishino, ngoko ke kufuneka ukuba uhlawule ingqalelo ekhethekileyo lo nto.

Ukuhlolwa kokhuphiswano iimpahla kunye umgangatho wokhuphiswano

Kaloku, sele ukwazi konke malunga zamandla zichazwe yi Maykl Porter ngo-1979, ngoku uyakwazi ezolile uhlalutye amandla 5 Porter kwi cafe umzekelo, yokutyela, ivenkile okanye naliphi na elinye iziko. Kodwa ukuze kwandiswe ukusebenza zohlalutyo, kufuneka ngokusesikweni kuyo. Oku kuya kuxutyushwa ngakumbi.

Ngoku iinkcukacha ziza kuchazwa umzekelo kuhlalutyo, izigaba ezine. Eyokuqala i uvavanyo kokhuphiswano semveliso yenu kunye neqondo ukhuphiswano emarikeni ethile. Kulo nyathelo, kufuneka behlola iimveliso ababambeleyo ezikhoyo emarikeni, ebanika kwi banga ukusuka kwelinye ukuya kwemithathu, apho omnye - kukunqongophala kwabasebenzi ababambeleyo, ababini - kuba phambi kwi isabelo eliphantsi emarikeni, kodwa ezintathu - ke kukho share market eliphezulu. Ukuba ufumana ingongoma enye, inqanaba usongo iphantsi, ukuba ababini - i-avareji, ukuba bathathu - phezulu.

Ingongoma elandelayo - uhlalutyo kukhuphiswano intra-mveliso, enye ibalulekileyo imikhosi Porter-5.

Uhlalutyo ivenkile UMZEKELO ingabonakala ifana. Kukho izinto ezine: inani labathathi-nxaxheba kwindawo zorhwebo, izinga lokukhula emarikeni, inqanaba kwentlobo zemveliso kunye nokunyuka kwamaxabiso umda. Ngokuqhelekileyo, ngalinye kwezi zinto nabo babe neendlela zabo ngokuthi apho ungafumana ngengongoma enye ukuya kwezintathu. Ukuba sithetha ivenkile esiqhelekileyo, inqanaba Ukwanda kwimakethi eliphezulu (amanqaku 3), kwakunye nezinga kwimarike lokukhula (1 inqaku), imveliso iinkampani zahluke kakhulu enye kwenye (1 point), kwaye kungenzeka ukunyuka kwamaxabiso kuya kufumaneka kuphela phakathi ngeso lenyama iindleko (amanqaku ama-2). Isiphumo amanqaku 7, enika umlinganiselo umgangatho kukhuphiswano intra-mveliso.

Njengoko Umnyango nxaxheba ezintsha zibe kwimarike, apha kukho ezininzi iparameters ngakumbi: uqoqosho isikali, lophawu eyomeleleyo, kwentlobo zemveliso, ngokunjalo zonke uyazihlonipha, eziye ochazwe ithiyori. Ukuba ukuthetha malunga umzekelo ethile evenkileni okanye cafe, kunokwenzeka ukuba ukucinga ukuba uqoqosho isikali kuya kuba nxaxheba nje ezimbalwa (amanqaku ama-2), iyantlukwano imveliso iya kuba ngumlinganiselo kunye nokuzimisela-nxaxheba ukunciphisa amaxabiso uza kuxhoma umgangatho, ngaphandle abameli ezinkulu. Ke ezinye parameters ziya kuba kwinqanaba eliphezulu, oko kukuthi, ukufumana amanqaku amathathu.

Isiphumo umgangatho ophezulu isoyikiso imingeni emitsha. Ngoku, uyabona, yintoni uhlobo ngesandla, kukho usongo olukhulu ishishini lakho.

Uvavanyo amandla okukwazi

Noko ke, amanyathelo amathathu kuphela, yaye kufuneka uthathe ingqalelo yonke imikhosi Porter-5. Umzekelo Uhlalutyo beebhanki ziya kukuvumela ukuba uqonde ukuba ukuhlalutya indlela amandla okukwazi. Apha, umphumo iya kubonakaliswa kwi Amathuba aphezulu, aphakathi okanye aphantsi ukulahleka abathengi. Kwi ibhanki avareji ndaweni isiqingatha ingeniso livela abathengi eziphezulu, ngelixa esinye isiqingatha iwela abanye (amanqaku ama-2). Kwakhona, iingongoma ezimbini ifunyenwe kwi ngovavanyo olungaka iikhastoma ukutshintshela substitutes, njengoko iinkonzo ezinikezwa yibhanki, kuphela unique ngenxalenye.

Ukongeza, agents olubuthathaka kakhulu ngexabiso, ngoko kuya kusoloko zama ukuswitsha siphakamiso, leyo kukulungele kanye. Kwakhona ukunganeliseki umthengi ukuba mayivandlakanyelwe ngamanqaku amabini. Kwaye ekugqibeleni ujika ukuba amathuba abathengi yokulahlekelwa liphezulu.

Uvavanyo kwamandla kwiimarike ngabathengisi

Oko kuza ku uhlahlelo osenyongweni imikhosi ezintlanu lokhuphiswano Porter. Umzekelo kuthetha amandla yakutshanje malunga abaxhobisi. Apha uvandlakanyo kufuneka ubonelele kwingongoma-mbini, kunokuba kwisikali three point. Uhlalutyo imikhosi 5 Porter kulo mzekelo yokutyela ibonisa ukuba abathengisi zonke imarike enkulu - uluhlu olubanzi leenketho, akukho sithintelo komthamo izinto ekrwada, ukuba kuyimfuneko, ukutshintshela iindleko omnye umthengisi ayingobantu kakhulu phezulu, njengoko eli candelo phambili ngumboneleli kakhulu . Isiphumo kukuba phantse ababoneleli nafuthe emarikeni.

UPawulos

Safunda iinkcukacha imikhosi i Porter-5. Uhlalutyo lwamashishini UMZEKELO eshwankathela iphela. Kufuneka ukuhlaziya ngayinye zamandla ezintlanu ezibonakalisa ukuba kukho ixabiso aphezulu, aphakathi okanye ephantsi inkampani yakho kwimarike ethile, uze uchaze ngokweenkcukacha ngamnye kubo baze baphuhlise umgca yomsebenzi ukuze kuphuculwe imeko, ukuba kuyimfuneko kuwe.