Al Ries, Jack Trout "Nkhondo Zogulitsa": zokhudzana, ndemanga

Zimakhulupirira kuti simungathe kupanga malonda anu popanda zolinga zabwino. Pa nthawi imodzimodziyo, udindo wake nthawi zambiri umasewera osati malingaliro olemekezeka a kukhala wolemera kapena kudzidalira okha, komanso zitsanzo zabwino za anthu opambana. Ndi nzikazi zomwe zimalongosola buku la "Nkhondo Zogulitsa", zomwe zakhala zaka zoposa 20 zisanayambe kutchuka pakati pa oimira bizinesi. Chofunika kwambiri pa bukhu ili ndi chiyani? Kodi ndi chiyani? Ndipo owerenga amaganizira chiyani?

Zambiri zokhudza bukulo

Bukhu lokhala ndi dzina lokongola loyamba linalembedwa mu 1986, linasindikizidwa pansi pa kulembedwa kwa Al Rice ndi Jack Trout (mukhoza kuwona mu chithunzi chili m'munsiyi). Ndizodabwitsa kuti olemba onsewa anali ogulitsa enieni omwe analowa mu bizinesi yawo.

Monga maziko a bukhu lawo logulitsidwa bwino kwambiri, olembawo anatenga chiphunzitsocho, chomwe msilikali wa Prussia ndi wolemba usilikali Carl von Clausewitz kamodzi anawonetsera ntchito zake za sayansi On War . Malingana ndi chiphunzitso ichi, mu ntchito yake "Olemba Nkhondo" olemba anatsutsana pakati pa mpikisano weniweni wamakono ndi zoganizira zachuma pakati pa makampani akuluakulu. Mwa lingaliro lawo, kugwirizanitsa uku ndi koonekeratu, ndipo wolemba wa chiphunzitso amachitcha kuti wamkulu wotsatsa malonda mu mbiriyakale.

Cholinga chachikulu cha bukhuli ndi chiyani?

Cholinga cholemba "Nkhondo Zogulitsa", kuphatikizapo zizindikiro za zifukwa, olembawo akufotokozera mwatsatanetsatane m'mawu oyambawo. M'menemo amalankhula za kukonzeka kwa makampani akuluakulu kuti amenyane ndi utsogoleri, osati kutsutsa ngakhale njira zonyansa kwambiri zothetsera nkhondo.

Malinga ndi iwo, bukhu la "Marketing Wars" ndi mtundu wa chida kwa amalonda akuluakulu ndi aang'ono omwe akufuna kupanga malonda awo, saopa mpikisano komanso "akufuna kukhala ndi moyo."

Bukhuli limapereka zitsanzo zenizeni za kuchita bizinesi ndi zotsatira zonse zotsatira.

E. Rice ndi D. Trout "Nkhondo Zogulitsa": mwachidule

Mu makina osangalatsa ndi funso la malonda zamakono. Ndipo owerenga akuitanidwa kuyang'ana kulimbana pakati pa makampani kuchokera kumbali yosiyana.

Bukuli limalongosola zachinsinsi cha malonda, omwe, malinga ndi olembawo, amawotcha osati kuchitira makasitomala, koma pogwiritsa ntchito njira zamakono ndi zowonongeka zomwe zimathandiza kuwongolera ndikupeza makampani a mpikisano. Ndipo malonda pa nkhaniyi akuwonetsedwa ngati akuchititsa nkhondo pakati pa oimira bizinesi yayikulu ku gawoli, omwe udindo wawo wonse womvera amachitapo kanthu.

Ndi njira ziti zamalonda zomwe olemba amapereka?

Kuphatikiza pa malangizo othandiza, E. Rice ndi D. Trout ("Nkhondo Zogulitsa" - imodzi mwa mabuku otchuka kwambiri a olemba) kukambirana za njira zomwe zakhala zikugulitsa. Malingana ndi malingaliro awo, iwo amabwera mu mitundu yotsatirayi:

• Chokhumudwitsa;
• Kutetezedwa;
• Wotsutsa;
• Flanking.

Malinga ndi bukhuli tatchulidwa pamwamba pa malonda, njira yowonongeka ndiyo kupeza akuluakulu apamwamba pa makampani awiri kapena angapo okhwima. Pa nthawi yomweyi, ntchito zazikulu za mtsogoleri wamkuluyo ndi kufufuza ndi kugwiritsa ntchito luso la mdani lofooka.

Machitidwe otetezera amasonyeza masewera a mtsogoleri wamkulu wa malonda. Ndizodabwitsa kuti njirayi ikugwiritsidwa ntchito pa kuukira kwa mdani (kampani yopikisana) osasankhidwa, koma payekha. Kuphatikiza apo, malingana ndi njira zoterezi, bungwe lolimba liyenera kuwona ndikuchenjeza kuukira kwa mpikisano panthaŵi yake ndikuchita zonse kuti izilepheretsa.

Nkhanza ndi njira zamphepete

Jack Trout ndi wothandizira anzake analemba zotsatila: pafupifupi onse osewera pa nkhondo yofalitsa amayenera kuchita ntchito zowonekera. Chowonadi n'chakuti makampani ambiri omwe ali kutali kwambiri ndi atsogoleri a mpikisano wothamanga wa ndalama adzangokhalira kukhulupilira bwino ngati samenyana momasuka. Malingaliro a olembawo, iwo adzapambana kwambiri, kutsogolera nkhondo ya chigawenga.

Mphungu yamagetsi, monga izo zanenedwa, imadalira molunjika pa mphindi yosankhidwa bwino. Ndipo ndizofunikira osati kungodziwa, komanso kupanga chokonzekera. Mwa kuyankhula kwina, ngati kampani imodzi ili ndi mipata pofufuza msika wa gawo, iwo ayenera kudzaza bungwe la mpikisano wake. Ndipo ndithudi, apa, monga momwe ziliri pankhondo yeniyeni, chirichonse chimadalira pa chinthu chodabwitsa.

Kodi ndi makampani akuluakulu otchulidwa mubukuli?

Monga otchuka kwambiri, Al Ries ndi D. Trout amatchula atsogoleri a zakumwa zoziziritsa kukhosi, zakudya zolimbitsa, kupanga mowa ndi malonda, matekinoloje a IT ndi ena ambiri. Mwachitsanzo, mu ntchito ya olemba ndi nkhondo yeniyeni pakati pa maina monga Coca-Cola ndi Pepsi. Mpikisano wa makampani awiriwa ndi waukulu kwambiri moti umaphatikizapo kukangana kwa zaka zana.

Mu bukhu lonena za "Nkhondo za Kugulitsa", zoyambazi zimayambitsidwa poyerekeza, ndiyeno njira zomwe zimalimbana wina ndi mzake zimafotokozedwa. Kotero, molingana ndi olembawo, kukoma kwa makhalidwe onsewa ndi pafupifupi chimodzimodzi. Koma Coca-Cola imangopangidwa mobisa, ndipo Pepsi, m'malo mwake, amalemba palemba lililonse. Koma sizomwezo.

Makampani onsewa amakonda kumenyana ndi malonda, pogwiritsa ntchito mafilimu, ma bulboards, zizindikiro ndi zizindikiro zina. Ndipo nkhondo yawo, monga Jack Trout akutsutsira, ndi yovuta kwambiri. Ndikofunikira munthu mmodzi yekha pa nkhondo kuti awononge kanema, akuseka pang'onopang'ono mpikisano, pamene wachiwiri amachititsa kanema yake kuyankhidwa.

Chabwino, ndiye atsogoleri onse awiri amayamba kukwiyirana, kupanga botolo latsopano, kugwira ntchito yopititsa patsogolo ndondomeko, komanso kubwera ndi malonda osiyanasiyana ndi mphoto zambiri ndi ma loti opambana.

N'zosangalatsa kuti nkhondo yovuta imatsogoleredwa ndi Pepsi. Coca-Cola nthawi zambiri amanyalanyaza zowonongeka kotero, amasankha mtima woyembekezera. Koma ngati kampaniyo ikuyankha, ikuchita mwanjira yayikulu.

Kusamvana pakati pa atsogoleri a chakudya chofulumira

Chitsanzo china chabwino cha ntchito za usilikali, chotchulidwa m'buku la "Marketing Wars", ndi kukangana kwakukulu pakati pa chakudya chodyera McDonald's ndi Burger King.

Pankhani iyi, mpikisano pakati pa mabungwe imayambanso chifukwa cha malonda. Mwachitsanzo, pali malo pamene malo odyera Burger King adayika pafupi ndi khomo la McDonald's. Ndipo paja panali hamburger yaikulu yomwe inalembedwa kuti "Mvetserani kukoma kwake, osati pambuyo pake" ndipo panali pointer ku restaurant yokudyera Burger King. Choncho, kampaniyo inatha kuseka mpikisano ndikukopa makasitomala.

Pakati pa zaka za m'ma 1980, nkhondo zamalonda pakati pa atsogoleri zinkafika pachimake. Panthawiyi, Burger King anapweteka kwambiri mpweya wotsutsana naye, ndipo anachotsa kanema. Mnyamata wina, Sarah Michelle Gellar, adadya Burger ndipo anati zakudya za Burger zinali ndi nyama 20% kuposa McDonald's.

Poyang'ana kusunthika kotereku, oimira mpikisano sanatsatire kampani yokhayo, komanso wogwirizira, komanso bungwe la malonda lomwe linapanga script pa kanema.

Nkhondo pakati pa Apple ndi Samsung

Chifukwa cha zitsanzo za bukhu la malonda, simungathe kulemba ndi osewera otchuka a IT-technologies, monga Samsung ndi Apple. Makampani awiriwo anasankha njira zamakono. Mwachitsanzo, atatulutsidwa ndi iPhone 4, apulo anayamba kupeza mkwiyo wambiri ndi kutsutsa za kulephera kulankhulana.

Podziwa za kulephera kwa mdani wakale wakale, Samsung yomweyo adalenga mzere wonse wa Galaxy S. Pa nthawi yomweyi adatumiza mbiri kwa olemba mabuku a ku England otchuka kwambiri, omwe analemba za zolephera za Apple.

Panthaŵi imodzimodziyo, Samsung yatsegula chithandizo cha malonda kwa Galaxy S, pogwiritsa ntchito makalata LL m'mawu akuti Hello icons of communication. Choncho, kampaniyo inalimbikitsa zinthu zomwe zinkagwiritsidwa ntchito komanso kunyoza kwambiri.

Kulimbana pakati pa atsogoleri a galimoto

Buku lakuti "Nkhondo Zogulitsa" limatinso za zimphona zamagalimoto, omwe nthawi zambiri amapikisana pakati pawo. Chitsanzo chabwino cha izi ndikumenyana pakati pa Audi, Porshe ndi Nissan.

Monga chida, opanga awa, monga otsutsana nawo, amagwiritsa ntchito malonda. Mwachitsanzo, kupambana ndiko kusuntha kwa Nissan, komwe, monga njira, idasankhira njira yotsutsana ndi ochita mpikisano. Pofika pamapeto pake, adayendayenda mumzinda wa England ndi Audi ndi Porshe, pamodzi ndi malemba awo: "Kutsika mtengo, pang'onopang'ono osati kolimba monga Nissan 370Z" komanso "Ndikufuna kukhala mofulumira monga Nissan 370Z".

Kodi yankho lotani pa malondawa ndi Audi ndi Porshe, mu malonda ogulitsa "Makampani a Zogulitsa" (ndemanga ndi kukambirana za ntchitoyi sikufa) sizikunenedwa. Koma, mwinamwake, makampani sanasiye kuchoka popanda kusamala.

Izi zimatulutsa BMW mu 2003. Malingana ndi lingaliro la ogulitsa, linali chithunzi chowonekera bwino, pomwe BMW X5 inangooneka ngati nyama yamphongo yonyansa inachotsa Meri Mercedes ngati mawonekedwe osuntha.

Zitsanzo kuchokera ku moyo wa makampani apanyumba

Poyang'ana oimira akuluakulu akunja, kuyendetsa pakhomo pang'onopang'ono kumawongolera (sayansi yosavuta imeneyi ndi yotchuka kwambiri pakati pa ophunzira a mayiko osiyanasiyana masiku ano). Pa nthawi yomweyi, antchito a makampani a ku Russia ndi maofesi awo omwe amaimirira salowerera kumbuyo kwa anzawo anzawo akunja. Mwachitsanzo, posachedwapa nkhondo yapangidwa pakati pa kampani "Unilever Rus" ndi Nestle. Ndipo idalidi zophikira. Choncho, oyamba mwa osewera adatulutsidwa kanema yotsatsa nkhuku TM "Knorr", yomwe inanena kawiri kuti ndikofunika kuphika popanda matsenga. Ndipo kumapeto kwa kanema kunamveka mawu akuti: "Msuziwu. Palibe matsenga. "

Kodi akugwiritsa ntchito malingaliro otani pa bukhuli?

Ngakhale kuti nthawi yambiri yatha kuchokera pomwe buku ndi kumasuliridwa kwa bukhuli likulowa m'Chisipanishi, likukambidwabe. Mwachitsanzo, mmodzi mwa antchito a dipatimenti yosanga malonda akulemba kuti amasangalatsidwa ndi bukhuli. Malingaliro ake, bukhuli likunena za njira zogwirira ntchito zomwe zikugwiritsidwa ntchito masiku ano ndi makampani akuluakulu ndi ang'onoang'ono. Ndipo wogwiritsa ntchitoyo akudandaula kuti sanawerenge bukuli poyamba.

Wina amagwiritsanso ntchito buku lake loyamba. Kuchokera m'mawu ake, zikuwonekeratu kuti bukhuli liri ngati buku lophunzitsira, mothandizira kuti athe kumaliza maphunziro onse.

Wachitatu akunena kuti bukuli lalembedwa momveka bwino ndipo lili ndi zitsanzo zingapo ndi mafanizo okongola. Munthu wachinayi adakonda njira zosavomerezeka za olemba, pogwiritsa ntchito zofananirana zenizeni ndikumenyana pakati pa makampani. Owerenga ena omwe aphunzira bukuli kuyambira pachivundikiro, taganizirani njira zomwe amalonda amagwiritsa ntchito kuti zisakhale zofunikira.

M'mawu ena, buku lonena za "Nkhondo Zogulitsa" linakhudza munthu wina, ndipo ndani sanatero. Winawake wapezeka mmenemo malangizo othandiza ambiri, ndipo wina amawona kuti ndi yoyenera komanso yanyengoledwa. Chilichonse chomwe chinali, bukuli ndiloyenera kulisamalira. Mukawerenga, mudzapezapo chinthu chomwe chidzakukondwereni.