Kuningi okushiwoyo ngakho ukukhula kanye namandla emakethe yaseSpain Nokho, maqondana nokuhweba nge-e-commerce, lokhu akunamsebenzi uma singenakukwazi ukuhumusha lolu lwazi lube yizicelo ezisebenzayo. amaphrofayili amakhasimende athileNgakho-ke, sinqume ukubhala lesi sihloko esikhuluma ngaso amaphrofayli amakhasimende Okuvame kakhulu lapho uthenga ku-inthanethi, ukuthi ungazibona kanjani nokuthi ungayisebenzisa kanjani le datha ukuthuthukisa amasu okumaketha, ukuthengisa kanye nensizakalo yamakhasimende.
Bangobani abathengi bethu abangaba khona
Ngokuphathelene nephrofayili yamadoda, singasho ukuthi iningi lamalungu ezimakethe eziku-inthanethi Uneminyaka ephakathi kuka-35 no-49 ubudala. Lolu lwazi luzoba lubalulekile ukwazi. umkhiqizo wethu ungathandwa kangakanani Uma ngabe ingeniswa emakethe njengamanje, hlobo luni lwemiyalezo, izinto zokudala, noma izinzuzo okufanele sizigqamise ukuze sixhumane nezisusa zazo?
Kufanele futhi sicabangele ukuthi iphrofayili yamadoda ihlanganisa nalabo abanayo izifundo zasenyuvesi, futhi lokho nakho izakhamizi zedolobha lapho inani labantu lidlula izakhamuzi eziyi-100. Lo mongo uvame ukuhlotshaniswa nokufinyelela okukhulu kubuchwepheshe, izindlela zokukhokha zedijithali, kanye nokuzethemba okwengeziwe ekuthengeni okuku-inthanethi.
Uma sibheka lolu lwazi, singachaza kahle uma imakethe yethu ilungele ukusizakala nge ipulatifomu eku-inthanethiKuzosisiza futhi ukuthi sisebenzise amasu angcono kakhulu ukwenza ukukhangisa umkhiqizo wethuUkukhetha iziteshi ezifanele (izinjini zokusesha, amanethiwekhi omphakathi, i-imeyili, izimakethe, njll.) kanye nethoni yokuxhumana ephumelela kakhulu yalesi sigaba.
Ngokuqondene nabesifazane, iphrofayili ingena eminyakeni efanayo yobudala ephakathi kweminyaka engama-35 kuya kwengama-49. Kodwa kulokhu, imfundo yaseyunivesithi ayiyona into efanayo; kunalokho, sikhuluma nge- Iphrofayili yowesifazane onomsebenzi wesikhashana nokuthi abanazo izingane. Ukucabangela lolu lwazi kuzosenza sikwazi ukuthuthukisa amasu angcono okuheha ukunaka kwemakethe yethu esiqondiwe, isibonelo, ngokubeka phambili imiyalezo ehlobene ukonga isikhathiKulula, kulula ukuyisebenzisa kanye nokwenza impilo yansuku zonke ibe lula.
Elinye iphuzu okufanele silicabangele ukuthi, nakuba lokho kuyisimo esikhona njengamanje, iqiniso liwukuthi njengoba izizukulwane ezincane Njengoba bekhula futhi behlanganiswa ngokugcwele nokusetshenziswa kwedijithali, yibona abazochaza izici zemakethe elandelayo eku-inthanethi. Laba basebenzisi abasebasha bavame ukuhamba kalula phakathi kwamadivayisi amaningi, baqhathanise iziteshi ezahlukene, futhi bathembele ku ukubuyekezwa, izinkundla kanye nezinkundla zokuxhumanafuthi ikakhulukazi ngiyayazisa indlela yokwenza ngokwezifiso ulwazi, isivinini kanye nokucaca kwemikhiqizo.
Ngale kwalokhu kungafani ngobudala nobulili, kuyasiza ukuqonda amakhasimende angaba khona avela ezigabeni ezimbili eziyinhloko zolwazi: izibalo zabantu (ubudala, indawo, izinga lemali engenayo, imfundo…) kanye idatha ye-psychographic (izindinganiso, indlela yokuphila, izisusa, kanye nezithiyo zokuthenga). Nakuba izibalo zabantu zisisiza ukuba sazi othengayoI-Psychology iyachaza Kungani uthengaUkuhlanganisa zombili lezi zindlela kuvumela ukudalwa kwamaphrofayili amakhasimende acebile kakhulu futhi asebenzayo.
Ngesikhathi esifanayo, kubalulekile ukuhlukanisa phakathi Amakhasimende e-B2C (abathengi bokugcina) kanye Amaklayenti e-B2B (izinkampani ezithenga kwezinye izinkampani). Ku-e-commerce ye-B2C, amaphuzu abalulekile edatha ngokuvamile ubudala, amandla okuthenga, indlela yokuphila, kanye nokuziphatha kokuphequlula. Nokho, esimweni se-B2B, izinto eziguquguqukayo ezifana... usayizi wenkampani, umkhakha, indima yomenzi wezinqumo, isabelomali esitholakalayo, kanye nomjikelezo wokuthenga, ovame ukuba mude futhi ube nengqondo.
Ukuze sithuthukise ukuhlonza amakhasimende ethu angaba khona, kuyasiza kakhulu ukwakha amaphrofayili noma abantu abangomthengiLezi yizithombe ezingezona ezingokoqobo zamakhasimende afanele ngokusekelwe kudatha yangempela. Umthengi omuhle uzofaka ulwazi mayelana nemigomo yakhe, amaphuzu abuhlungu, iziphikiso, iziteshi azisebenzisayo ukuqoqa ulwazi, uhlobo lokuqukethwe abakusebenzisayo, kanye nezici ezithonya kakhulu isinqumo sakhe sokuthenga. Uma le phrofayela ichazwa kabanzi, kuzoba lula ukuyidala. imiyalezo yomuntu siqu, klama izici zomkhiqizo omusha bese ubeka phambili izenzo zokumaketha ngamathuba aphezulu okuguqulwa.
Esinye isici esibalulekile sokuchaza amakhasimende angaba khona yilabo ukuthenga ukuziphathaUmsebenzisi owenza ukuthenga okuncane, okuphindaphindayo akafani nomuntu othenga ngezikhathi ezithile kodwa ngenani eliphakeme kakhulu le-oda elimaphakathi. Ngokufanayo, ikhasimende elithenga kuphela uma kunezinyuso alifani nomuntu okhetha imikhiqizo ye-premium ngaphandle kokunaka kakhulu intengo. Ukuhlukanisa amakhasimende ngokwezigaba ngokusekelwe... imvamisa yokuthenga, inani le-oda, kanye nesikhathi sokuthenga kwakho kokugcina Ivumela ukusetshenziswa kwamamodeli afana nokuhlukaniswa kwe-RFM, okusiza ukuhlonza amakhasimende angcono kakhulu, labo abasengozini yokushiywa, kanye nalabo okufanele bavuselelwe ngemikhankaso ethile.
Ngaphezu kwalokho, kubalulekile ukucabangela abasebenzisi abangaziwa abavakashela isitolo esiku-inthanethi ngaphandle kokunikeza idatha yabo. Ngisho noma bengenalo igama noma ikheli le-imeyili, indlela abaphequlula ngayo (amakhasi abukiwe, izigaba ezivakashelwe, isikhathi esichithwe, amadivayisi asetshenzisiwe, imvelaphi yendawo, noma imikhankaso yokudlulisela) inikeza izinkomba ezibalulekile mayelana nezintshisekelo zabo. Ngamathuluzi okulandelela athuthukile kanye namapulatifomu edatha yamakhasimende, kungenzeka ukusebenzisa lolu lwazi ukuze lubonise okuqukethwe okwenziwe ngezifiso kanye nemikhiqizo, thuthukisa izinga lokudalulwa kwedatha (isibonelo, ngokumema ukubhaliswa ukuze uthole izinzuzo ezicacile) futhi, kancane kancane, uguqule lezo zivakashi ezingaziwa zibe amakhasimende ahlonziwe.
Okokugcina, ukuqonda kahle amaphrofayili amakhasimende angaba khona akusizi nje kuphela ukuchaza ukuthi yini okufanele ithengiswe nokuthi ingadluliselwa kanjani, kodwa futhi thuthukisa ukutshalwa kwezimali kokumakethaUma siqonda ngokucacile ukuthi obani abangase bathenge kakhulu, ukuthi bachitha kuphi isikhathi sabo ku-inthanethi, nokuthi yini ebashukumisayo, singakwazi ukubeka phambili iziteshi ezisebenza kahle kakhulu, silungise imikhankaso yezinjini zokusesha kanye nezinkundla zokuxhumana, senze ngezifiso ulwazi lwewebhu, futhi sihlele kangcono imizamo yokumaketha, yokuthengisa, kanye nenkonzo yamakhasimende ukuze kwandiswe kokubili ukuthengwa kanye nokugcinwa.
Ukuqonda ngokujulile ukuthi obani amakhasimende angaba khona esitolo esiku-inthanethi, ukuthi baziphatha kanjani, yiziphi izithiyo abahlangabezana nazo, nokuthi yini abayilindele kokuhlangenwe nakho kokuthenga kuwumsebenzi oqhubekayo oguqukayo ngemakethe, ubuchwepheshe, kanye nemikhuba yabathengi, kodwa kuba yisisekelo sokwakha amabhizinisi e-e-commerce anenzuzo kakhulu, azinzile, futhi agxile kubantu ngempela.