Cross-Marketing: tsananguro, features, chimiro uye unhu

Nhasi anenge ose misika azara pfuma. Izvi zvakawandisa zvitengeswa Inoita verengeka chaizvo uye zviome kunyengetedza upi kutengwa. Mukupindura achikura makwikwi uye kuwedzera kunzwisisa mutengi kubatanidzwa mune kukurukura sokuti muchinjikwa kumusika. Sei nokukurumidza uye cheaply kukwezva vatengi? Uyu mubvunzo kutambudzwa telemarketers pose. Hapana mhinduro yechokwadi kumubvunzo uyu haako. Asi muchinjikwa-yokutengesa anogona kugadzirisa zvinetso kukwezva vatengi, asi chikumbiro kwayo ane nhamba nuances.

Pfungwa muchinjikwa Marketing

Achipindura mubvunzo, ndizvo muchinjikwa yokutengesa, unofanira kurangarira kuti yokutengesa - chiitwa wekambani kusimudzira zvigadzirwa kana mabasa kuitira kuzosangana yevatengi zvinodiwa uye mubereko.

Zvisinei, Marketing kuedza kuva dzinodhura, asi kushanda kwavo ipfupi nokuda mukuru mashoko saturation kuti mutengi kudzivirirwa. Kukwidziridzwa nyanzvi vanoedza kukwira itsva nzira kusvika nangananga vateereri, saka pane muchinjikwa-zvigadzirwa, co-yokutengesa uye muchinjikwa kumusika. Chaizvoizvo Its iri kuunganidza nokuedza kusimudzira nhamba makambani ari kuumbwa purogiramu kukurukurirana. Maviri kana kupfuura akaigadzira nenhumbi kana mabasa ari chete rutsigiro nezvainoita zvinonyatsorehwa chipfuro vateereri.

Nyaya muchinjikwa Marketing

Cross-Marketing, sezvo imwe Michina kusimudzirwa ichibudira iri 90s remakore rechi20, apo tsika nzira rokutengesa kuunza zvishoma zvabuda kana kunoda zvakawanda upfumi. Ipapo guru nemakambani muUnited States yakasarudza kubatana mauto kusimudzira zvinhu vakanotora guru synergistic kushanda. Saka akaberekwa pfungwa muchinjikwa kusimudzirwa uye muchinjikwa-yokutengesa, iyo zvishoma nezvishoma midzi yezvokutengeserana bhora, asi pakutanga kwezana remakore rechi21 rava vanowanzochema Nzira kushambadza zvimwe zvinhu uye mabasa. Nhasi, chidobi iyi havaratidzi kunzwisisa maererano dzidziso, asi ruzivo kunoratidza kuti ine undoubted zvakwakanakira.

Kubatsira muchinjikwa Marketing

Kufunga avo vari, uye sei kuita muchinjikwa-yokutengesa, zvinokosha kuziva chikuru zvakanakira nzira iyi kukwidziridzwa. The kupfuura pachena kushandisa kwemajoini promotional mabasa ndiko kuzoponesa zvokushambadzira bhajeti. Mutengi awana zvinobatsira kaviri, saka, nomufaro mukuru kubvuma pfungwa.

Izvi kwete chete kunoderedza mari, asi kunowedzera kunyatsoshanda yokukurukurirana. Chimwe chakanakira muchinjikwa yokutengesa anoonekwa mukana kusvika navanopinda vateereri uye kupinda zvikamu zvitsva. Sezvo mudiwa kambani imwe neimwe anopinda imwe kushambadza basa ravo chipfuro vakawanda, kuwedzera vanowana imhaka vateereri kuti mudiwa wacho.

Kana ukaona munhu akakodzera mudiwa muchinjikwa-yokutengesa anogona yekudyidzana kuvandudza mufananidzo kwayo, kuvandudza mutengi kuvimbika, kuwedzera muchiso vazive vatengi. Cross-Marketing danidziro vane zvakawanda chivimbo nemhosva, izvozvo Transfers chikamu Dzidziso inozivikanwa kambani yake shamwari, saka mufananidzo uyu kambani anovandudza. Mutengi wakadenha associative Links shamwari makambani, izvozvo nyore zvikuru kuchengetera mashoko uye rinopa mukuru mupfungwa kushanda.

Mhando muchinjikwa Marketing

Co-branding danidziro setsika akakamurwa:

1. Tactical. Avo kuti havabvumirwi nguva uye kugadzirisa pfupi-rokuti zvinangwa. Aya hochekoche mumwe-kure zviito kudyidzana.
2. Strategy. Long-refu, chinoumbwa nezvinhu zvakawanda pamwe pakati shamwari makambani. Kunoitawo kuti kuita mabasa akasiyana-siyana, kusanganisira mune mufananidzo nokugadzira branding.

Uyewo vaunze muchinjikwa-tsika yokutengesa sezvo muchimiro kukwidziridzwa pamusoro dzemarudzi misika. Panyaya iyi, kuti mubatanidzwa pfuma maviri kana kupfuura nyika kuti vasimudzire zvigadzirwa. In yakaisvonaka chimiro, mberi kwakadaro haagoni kunzi muchinjikwa-yokutengesa, sezvo pamwe uri mukati chete muchiso. Achibatsirwa uchi munyika dzakasiyana vanofanira kufunga nemagariro uye mitauro kusiyana, nezvibereko kuti zvakarurama semantics munzvimbo itsva. Kazhinji mberi mune dzimwe nyika hakuna kukwana kungoti kushandura zvokushambadzira magwaro. Kazhinji, kavha itsva kunodiwa kutanga uye dzimwe nguva kunyange kuchinja zita kuti mufananidzo chigadzirwa rave akanaka.

Unogona kukugoverai muchinjikwa yokutengesa zvinhu pamusoro pakugoverwa mabasa pakati vakaroorana. Vanogona kuva vakaenzana uye kana zvavaiita zvakafanana kuti zvinoita kuti vazadzise zvinangwa yepamusorosoro. Somuenzaniso, imwe kambani inosimudzira zvinodhura muchiso kuti fenicha kicheni anogona kutora mudiwa anozivikanwa hachizi pakuvara midziyo yemagetsi. The pfungwa yechipiri - ichi dzisakarurama ukama apo mumwe muchiso yekudyidzana nomukurumbira muchiso naye. Muzviitiko zvakadaro, chibvumirano chinofanira akagumisa zvakadaro nzira yokufudza mamiriro ezvinhu uye kuparadzira kubatsirwa maererano nawo.

The zvinhu nokuti kushanda muchinjikwa Marketing

Joint yokutengesa zvinhu zvinoda Mamiriro ezvinhu kuti kusimudzirwa mabasa kubudirira. Papurogiramu co-vakapiswa kushambadza chirongwa sei zvinangwa vakatevera. Nechekare pahwaro iyo inofanira kuva kukudziridza pfungwa mberi.

Saka, nzira uye nzira kuti muchinjikwa kumusika. Mienzaniso ezvinhu zviri kufungwa, inogona kupatsanurwa muzvikwata zviviri: chikamu initiator uye kubva nemudiwa. The initiator inofanira kuva zvakanaka fungidzira mufananidzo nomumwe wayo akainangisa. Partner, akavapindurawo, vanofanira kuona kubatsira uye zvakanakira pamwe.

Kana kuronga muchinjikwa yokutengesa rutsigiro, iva nechokwadi chokuti akainangisa shamwari bindepinde asi regai -enderana zvachose. Nemwoyo nhumbi vanofanira kuva nezvamunobvumirana Zvakanakisa, kugutsa zvimwe zvayo kudiwa. Nokuti mutengi, vamwe vanobatsirwa zvinofanira inopiwa kuita zvakaitwa Somuenzaniso, anotanga dhisikaundi kana chipo. Products Partners vanofanira kuva chete mutengo chidimbu. Hazvina zvakafanira kuita muchinjikwa-yokutengesa Mushandirapamwe Somuenzaniso, Mercedes uye dzimwe mvura kubva mumusha Penkovo. Unhu uye pamwero nenhumbi anofanira kuenzana.

The chikuru siyana muchinjikwa Marketing

Cross-Marketing zvinogona anounzwa zvitatu zvinokosha siyana:

1. A vagari kushambadza chirongwa nhumbi naye. Mabasa akadai kuenzana ishamwari anotsigira vatengi zvokushambadzira. Somuenzaniso, Coca-cola hachizi inoitwa co-branding Campaign McDonald sirogani "Together zvinonaka".
2. Joint bhonasi kana dhisikaundi zvirongwa. Zvakadaro mutengi danidziro vachishandisa mumwe akasimba basa kana kutenga chinhu chigadzirwa anogamuchira dhisikaundi kana bhonasi dzinokosha kungoerekana mumwe muchiso. Somuenzaniso, Aeroflot akasunungura pamwe mari Bank kadhi, hwaakange vaunganidza pfungwa kuti kutengeserana.
3. Joint BTL-zviitiko. Kuitisa tastings, mazororo kana migove anogona kuitwa maviri kana kupfuura danidziro.

muchinjikwa-Marketing michina

Kufanana chero Marketing mabasa, co-branding wekambani kunoda zvaidiwa vamwe kutevedzana kwezviitiko nezviito. Cross-Marketing zvinowanzosanganisira anotevera:

• tsanangudzo nezvinangwa: se chero yokutengesa atangisa co-branding zvinokosha kunzwisisa chii chinofanira kuitika somugumisiro;
• Kusarudza shamwari inokosha chaizvo uye chinokosha Danho kunoda wokunyatsoporesa;
• Kugadzirira Chiitiko: Panguva iyi zvakafanira kutsanangura zvinhu kuti kuitisa motivational nzira yokudzidzisa;
• budiriro chirongwa muchinjikwa yokutengesa mabasa uye Kufambisa ayo pamwe shamwari yaro; zvakafanira kuti asarudze parameters danidziro dzakadai vhoriyamu Database kuchinjana, kakawanda zvinoitwa, deadlines mishandirapamwe, Zvirango uye bonuses, nhimbe manyorero kukura, tsanangudzo nevanokukonzera pakutevedzera hurongwa;
• Implementation pamuchinjikwa-markteingovoy chirongwa;
• pfupiso uye tinyatsonzwisisa kubudirira zviyero.

Search uye kunyatsoongorora vamwe

Cross-Marketing vakaroorana izvo basa rinokosha, kwakavakirwa zvinotevera misimboti:

• Partners havafaniri kuva kwikwidzana;
• Products vanofanira kwete kukwikwidzana mumwe kana kutsiva mumwe, zviri chinodiwa kuti dzinopindirana;
• Partners vanofanira piringisha muna akainangisa;
• Products kunofanira chete mutengo chidimbu.

Kutsvaka shamwari - inokosha zvikuru uye inokosha Danho iri co-branding. Ongorora imwe zvinogona mudiwa anofanira kuva anotevera parameters:

• mufananidzo chaiyo, ine kuenzana pachiyero kumharuro kambani;
• Kuvapo nevakawanda chipfuro vateereri;
• kuvapo vakavimbika vatengi;
• mbiri;
• Marketing mabasa.

ruzivo urwu kuchabatsira kuwana zvinogona naye muchinjikwa-yokutengesa danidziro.

Kushandiswa muchinjikwa kumusika muminda siyana

Cross-Marketing hakusi akakodzera zvigadzirwa zvose uye dzine. Saka zvakaoma kufungidzira ari B2B mumunda, zvikurukuru danidziro yakagadzirirwa kuguma user. Very vanobudirira mabasa akadaro chidimbu kubva shoma zvinhu uye mabasa, pasi kuwana mukana wakakwana pamwero mumwe.

Excellent dzinoratidza pachavo yakadaro mishandirapamwe ari kusimudzira zvokudya uye nenzira dzakasiyana-siyana. Kakawanda nhasi tinogona kuona kushanda ruzivo urwu mumaresitorendi, rwezvemabhengi, inishuwarenzi uye toerisme kwemauto ari kusimudzira motokari, zvipfeko, imba midziyo yemagetsi.

Nyanzvi dzezvemagariro evanhu vanofungidzira kuti vari 500 makambani kupfuura munyika kwemakore 10 akaenda anopfuura 60 yakasiyana affiliate zvirongwa. Izvi zvinobatsira kwete chete kune kwemajoini yokutengesa mishandirapamwe, asiwo kusunungurwa zvinhu zvitsva.

Cross-kumusika mu Tourism: constraints uye mikana

Cross-Marketing, mienzaniso rinogona kuwanikwa nokure tourism, zviri kuva akakurumbira chaizvo rwokugadzira. Co-kouranda mumunda dzinopa rubatsiro zvese. Somuenzaniso, mune matikiti kutamira vanogona kukumbanidza mauto pamwe kutsvaka basa uye Réservation pokugara kana chomuruki basa kuti hotera.

Zvakanaka pamwe kufamba nevasori pamwe nemakambani inishuwarenzi, ichipa vatengi basa nani uye kuvandudza mufananidzo mumwe. Matambudziko ari kushanda muchinjikwa kumusika mu Tourism inomuka chokuita kutsvaka yakavimbika naye. Nhasi, kufamba masangano vatengi vanotenda nokungwarira kukuru, saka vanofanira kushandira chete pamwe nemakambani hwakavimbika.

World nezvezvakaitika muchinjikwa Marketing

Cross-Marketing inopa chinogona kuwanikwa akasiyana-siyana munzvimbo anotova kare. Somuenzaniso, pane nguva uye inobudirira ukama dzakatangwa pakati nemambure «Sheraton» hotera uye «Lufthansa Airlines» vendege. An dzinonakidza kosi kukwira muAndes Procter Gamble, nezvekutanga co-kouranda chirongwa Bosch washing machine uye detergents Calgon. Kusanganisa zvinoitwa airshows, mbiri uye inishuwarenzi makambani rava chaiwo kwepamuchinjikwa-Marketing.