Cross-marketing: whakaahuatanga, ngā āhuatanga, āhua me ngā āhuatanga

Kei te ki tonu teie mahana tata katoa te hokohoko taonga. hanga ana tēnei supply te taikaha te kaiwhakamahi rawa mārama, me te kaha atu te uaua ki te kukume ki tetahi hoko. I roto i te whakautu ki te whakatipu whakataetae, me te whakanui ake i te matatini o te whai wāhitanga kiritaki i roto i te kōrero puta ripeka-marketing. Me pēhea te ki te hohoro a ārahi ki te kukume kiritaki? Tenei e whakamamaetia pātai o marketers huri noa te ao. Kahore he whakautu tika ki tenei pātai e kore e tīari. Ko taea ripeka-hokohoko whakaoti i te maha o ngā raruraru ki te kukume kiritaki, engari he maha o onäianei tona tono kua.

Ko te ariā o ripeka-hokohoko

Te whakautu ki te pātai, e he ripeka-marketing, e hiahia ana koe ki te mahara i taua hokohoko - he mahi o te kamupene ki te whakatairanga i te hua ratonga ranei i roto i te tikanga ki te whakatau i ngā matea kiritaki me te pai.

Heoi, riro tautooraa hokohoko atu utu, engari heke ratou kakama te no te mea o te tōpuni mōhiohio tiketike o te tiaki kiritaki. tamata tohunga whakatairanga ki te haere mai ki te huarahi hou ki te tae ake te whakarongo ūnga, na reira ko te ripeka-hangarau, tahi-marketing me ripeka-hokohoko. takoto Ko tōna ngako i roto i te haaputuputuraa o te mau tautooraa ki te whakatairanga i te maha o kamupene i roto i te anga o te hōtaka kōrero. E rua atu o te kaiwhakanao o nga taonga ratonga ranei i roto i te pānga pakanga taua i runga i te whakarongo ūnga whānui ranei.

Ko te kōrero o te ripeka-hokohoko

Cross-marketing, rite te whakatairanga hangarau motuhake whakatika i roto i te 90 o te rau tau 20, ka tuku iho tikanga o hoko kawea iti hua titau atu haumi ranei. Na ka whakaritea e nga kamupene nui i roto i te Hau Amui no Marite ki uru atu ope ki te whakatairanga i te taonga, a ka he pānga nui synergistic. Ko te kupu i whanau i te ariā o ripeka-whakatairanga me te ripeka-hokohoko, e te rawa āta tango pakiaka i roto i te ao arumoni, engari i roto i te timatanga o te rautau 21, kua riro te tikanga noa mō te pānuitanga o etahi hua me ngā ratonga. I teie mahana, Kei te ruarua i mohio ki tenei tikanga i roto i ngā o te ariā, engari kōrero wheako e kua reira ona painga undoubted.

Hua o ripeka-hokohoko

Whakaaro o te hunga e e, a pehea ki te whakahaere ripeka-marketing, he mea e tika ana ki te tautuhi i te hua matua o tenei tikanga o te whakatairanga. Ko te painga tino kitea o ngā mahi whakatairanga tahi ko ki te whakaora i te pūtea pānuitanga. whiwhi te kiritaki te painga rua, na reira, me nui pai ki te whakautu ki te tono.

Tenei e kore anake whakaiti utu, engari faarahi ano hoki te tōtika o te kōrero. whakaaro tētahi atu painga o ripeka-hokohoko te ha faingamālie ki te tae i te minenga whānui, me te ki te tomo wāhanga hou. Mai tomo ia kamupene hoa ki te mahi pānuitanga ki o ratou minenga ūnga, te roha o te kaiwhiwhi, ko te tika ki te minenga o te hoa.

Ki te kitea e koe i te hoa ripeka-marketing tika tino e taea te whakapai ake i tona whakapakoko, te whakapai ake mateakí kiritaki, ake i waitohu mōhiotanga o kiritaki. kaupapa Cross-hokohoko i atu whakawhirinaki i roto i te kiritaki, ka whakawhitia te reira wahi o nga ariā o te kamupene pai-mohiotia i runga i tona hoa, te kupu i te whakapakoko o tenei kamupene whakapiki i. Ko te kiritaki hanga hononga herekore kamupene hoa, reira nui ohie te rokiroki o ngā mōhiohio, me te homai he pānga hinengaro nui.

Momo o ripeka-hokohoko

E ngā wehea kaupapa Co-waitohu ki:

1. Tactical. Ko te hunga e kua whāiti i te wā, me te whakaoti i nga whāinga wā-poto. Kei te nuinga o ana ēnei ki te kotahi-atu mahi hononga.
2. Rautaki. wā roa-, mahi tahi matamaha i waenganui i nga kamupene hoa. āhei te reira ki a koutou te mahi i ngā mahi, tae atu i roto i te mara o te whakapakoko-hanga, me te waitohu.

whakaputa hoki marketing ripeka-ahurea rite te ahua o te whakatairanga i runga i te mākete o te ao. I roto i tenei take, i te ngā rauemi o rua, neke atu rānei whenua i roto i te tikanga ki te whakatairanga hua. I roto i te puka parakore, e kore e taea e huaina taua te ahunga whakamua i te ripeka-hokohoko, mai he mahi tahi i roto i te taua waitohu. Ki te mahi tahi o te honi i roto i te whenua rerekē tango kia ki pūkete rerekētanga ahurea me te reo, ki te hua tiki i te semantics tika i roto i te rohe hou. E mea pinepine i mua i roto i ētahi atu whenua e kore he nui noa ki te iriti tuhinga pānuitanga. E mea pinepine, e hiahiatia ana te tākai hou te ki te whakawhanake me te ētahi wā noa te huri i te ingoa ki te ahua o te hua i pai kua.

Ka taea e koe te wehe i te mahi ripeka-hokohoko i runga i te tohatoha o ngā tūranga i waenganui i nga hoa. Ka taea e waiho ratou rite, me te ki te hanga o ratou tautooraa noa reira taea ki te whakatutuki i ngā whāinga teitei. Hei tauira, he kamupene e whakatairanga waitohu utu o te taonga kīhini e taea te tango i te tohu hoa mohiotia hanga-i roto i te taputapu. Ko te kōwhiringa tuarua - i tenei hononga taurite te wahi kotahi waitohu hoa waitohu tino rongonui. I roto i ngā take pēnei i, ka e mutu te kirimana i roto i te taua ara ki te taurite te āhuatanga, me te tuwha i nga hua i runga i reira.

Ko te tikanga mo te tono o ripeka-hokohoko

ngā mahi hokohoko tahi titau tikanga motuhake ki ngā mahi whakatairanga ki te kia angitu. I runga i te hōtaka ingoahua-ngātahi whakahau pānuitanga pā whaia nga whāinga. Kua i runga i te pūtake o e kia ki te whakawhanake i te ariā o te ahunga whakamua.

Ko te kupu, ko te rautaki me te tātai meinga he ripeka-hokohoko. Tauira o ngā āhuatanga e kua riro ki pūkete, e taea te wehea ki e rua ngā rōpū: te wahi o te initiator me i te hoa. kia pai te whakaaro i te whakapakoko o te hoa, me tona whakarongo ūnga te initiator. Partner, i roto i te tahuri, Me ki kite i nga painga me ngā painga o te mahi tahi.

A, no te whakamahere i te pakanga ripeka-marketing, kia tino e te whakarongo ūnga nga hoa īnaki engari e kore e hāngai rawa. Me hoki whai taonga e patua ana te whenua noa, i pā atu, makona etahi hiahia whānui. Hoki te kiritaki, kia whakaratohia etahi painga i te whai wāhitanga i roto i te mahi, hei tauira, riro ia he hekenga he mea homai noa ranei. kia Products Partners te wāhanga utu taua. Ehara i te mea e tika ana ki te kawe i roto i whakahau ripeka-marketing, mo te tauira, Mercedes me etahi wai i te kainga Penkovo. Me ōrite te kounga me te taumata o taonga.

Ko te momo matua o ripeka-hokohoko

Ka taea te aroaro Cross-hokohoko i roto i te puka taketake toru:

1. He whakahau pānuitanga tahi o taonga hoa. I roto i taua mahi rite hoa rite tautoko kiritaki pānuitanga. Hei tauira, Coca-Cola waitohu whakahaere pakanga tahi-waitohu ki a McDonald pepeha "Fakataha reka".
2. bonus tahi hekenga ranei hōtaka. I roto i te taua kaupapa kiritaki mā te whakamahi i tetahi mahi u hoko he hua ranei e tango te hekenga bonus ranei ngā i runga i te hua o tetahi atu tohu. Hei tauira, tukua tahi Aeroflot ki te kāri Tiaki Bank, i runga i nei nga ngā putu mo te hoko.
3. Tahi BTL-ngā. Whakahaere tastings, hararei hea ranei kia kawea ai i roto i na e rua, neke atu rānei kaupapa.

hangarau ripeka-hokohoko

Ka rite ki tetahi mahi hokohoko, titau tahi-waitohu o te kamupene tautukunga ki etahi raupapa o ngā mahi. te tikanga tā Cross-hokohoko te whai i ēnei:

• tautuhinga o ngā whāinga: kia rite i roto i tetahi mahi hokohoko i roto i te tahi-te waitohu, ko te tika ki te matau te mea e tupu rite te hua;
• Ko te tino nui, me te atamira mahu'inga e titau whakaaro motuhake kōwhiringa o hoa;
• Teuteu mo te hui: i tenei wā, ko te mea e tika ana ki te tautuhi i te rauemi ki te whakahaere ngā tukanga whakahihiko mō kaimahi;
• mahere whanaketanga mahi ripeka-hokohoko, me ona ruruku me ona hoa: he mea e tika ana ki te whakatau i ngā tawhā pērā pakanga rite te pātengi raraunga rōrahi ki taui, te auau o ngā mahi, kati kaupapa, whiu me mōhio, te whanaketanga hōtuhi pakanga, te whakamāramatanga o te hunga haepapa mō te whakatinana i te mahere;
• whakatinanatanga o te pakanga ripeka-markteingovoy;
• whakarāpopototanga me aromatawai o te whai huatanga o mehua.

Rapu me te aro mātai o hoa

hoa Cross-hokohoko e tākaro he wāhi matua e hāngai ana, i runga i te mau parau tumu e whai ake:

• e kore e hoa i ki kia whakataetae;
• Products kore ano me whakataetae ki ia atu ranei whakakapi ia atu, ko reira e minaminatia e he tautoko ratou;
• kia whakawhiti Partners i roto i te minenga ūnga;
• Me kia Products i roto i te wāhanga utu taua.

Titiro hoki he hoa - he wāhanga tino nui, me te tino hira i roto i te tahi-te waitohu. Te arotake i te hoa pea kia i runga i te tawhā e whai ake nei:

• image tūturu, kua reira ki te ōrite te taumata o te kamupene kōkiri;
• oraraa o te whakarongo ūnga noa;
• te aroaro o kiritaki mateaki;
• rongo;
• ngā mahi hokohoko.

Ka āwhina i tēnei mōhiohio ki te kitea he hoa pea mo kaupapa ripeka-marketing.

Ko te whakamahi o ripeka-hokohoko i roto i ngā mara

e kore te mea e tika ana mō ngā hua katoa me ngā wāhi Cross-marketing. Na he pakeke reira ki te whakaaro i roto i te mara B2B, fele hangaia mo te kaiwhakamahi mutunga te pakanga. Tino whai hua ngā mahi pērā i te tuhaa o ngā hua moni me ngā ratonga, i raro ki te kimi i te taumata e tika ana o te hoa.

whakaatu pai ratou taua pakanga i roto i te whakatairanga o te kai, me te ngā ratonga. Nuinga o ngā wā i tenei ra ka taea e tatou e kite i te tono o tenei hangarau i roto i ngā wharekai, pēke, inihua, me te rängai tāpoi i roto i te whakatairanga o waka, kakahu, taputapu whare.

Sociologists tata e haere mai o nga kamupene nui 500 i roto i te ao mo te 10 tau whakamutunga ki neke atu i te 60 ngā hōtaka hononga rerekē. whai wāhi ana tēnei kore anake ki kaupapa hokohoko tahi, engari ano hoki te tuku o ngā hua hou.

Cross-marketing i roto i te tāpoi: herenga me ngā whai wāhitanga

Cross-marketing, tauira o e taea te kitea i roto i te ao o te tāpoi, te hoko i te reira i te hangarau tino hira. Co-hunuhunua ake i roto i te mara o ngā ratonga e wātea ana i ngā taumata katoa. Hei tauira, i roto i neke tīkiti taea uru ope ki ngā ratonga rapu me Maatamaata tono he ratonga rakau ki te hotera ranei.

āpiha Tino pai tahi haere ki kamupene inihua, whakarato kiritaki ki pai mahi, me te whakapai ake i te whakapakoko o tetahi ki tetahi. whakatika fifi i roto i te tono o te ripeka-hokohoko i roto i te tāpoi i roto i te hononga ki te rapu hoki i te hoa pono. I teie mahana, e whakapono pokapū haere kiritaki ki te tiaki nui, pera kia mahi anake ki kamupene pono.

wheako World o ripeka-hokohoko

e horo'a nei Cross-hokohoko e taea te kitea i roto i te whānuitanga o ngā wāhi, kua he hītori roa. Hei tauira, kua oti whakapumautia whanaunga kaua roa, me te whai hua i waenganui i te whatunga «Sheraton» hotera me «Lufthansa Air» rererangi. haere ake He akoranga ngā i roto i te Andes Procter Gamble, whakarewa pakanga Bosch mihini horoi tahi-hunuhunua ake me teretere Calgon. Te whakakotahi i te mau tautooraa o airshows, nama me te inihua kamupene kua riro he aronui i roto i te ripeka-hokohoko.