Integrated kōrero hokohoko: te huānga, ngā rautaki, te whakahaere

I roto i tenei mākete hihiri me te tipu haere whakataetae katoa kamupene paanga i roto i, i roto i te tikanga ki te whakatutuki i te aro o kaihoko pea. Na te tikanga whai hua te nuinga o te whakatutuki i tēnei whāinga, ko te whakamahi ngā o ngā tikanga o te whakaaturanga hua me taputapu urupare ki te kiritaki.

He aha te mea he kōrero hokohoko integrated (IMC)

i mohio ki tenei wā ko te tukanga o te haamauraa i kōrero ki te mutunga kaiwhakamahi, āhuatanga e te hunga tikanga e whakamahi pānui nui. I roto i te meka, IMC tā whakamahere kōrero hokohoko, i te turanga o e ko te hiahia ki te arotake i ta ratou (kōrero) o ngā wāhi takitahi, me te tūranga rautaki.

I roto i te tukanga o IMC Whakatopu, kotahi me te whakahaua nga tikanga katoa o te hōtaka me te pūrongo i runga i nga hua kiritaki me ngā ratonga kamupene pūmanawa tūturu ranei.

Aha kia whakaaro IMC hāngai ana

puta kōpeka te ariā o kōrero hokohoko integrable. Kua riro rongonui te whakaaro o taua mehua whakatairanga i te taonga me ngā ratonga i roto i te ''90. Ko te take he aha i mohio tenei pūnaha kua rite mahi, takoto i roto i te meka e tuku iho taputapu hokohoko kore i taea e hoatu i te taumata o te mahi e hiahiatia ana mo te whanaketanga angitu o te kamupene i roto i te mākete kope.

Na reira, kua riro maha kamupene i roto i te whakamahi ngā o nga taputapu ngā o kōrero hokohoko, ko tino nui atu whai hua atu i te pānga o ia ūnga motuhake te pānga kupenga o nei. I tua atu, IMC tukua kamupene ki ngā pūtea, me te arotau ratou ki whiwhi hua atu sino.

Ko te ariā o IMC

Ko reira mārama e te whakatairanga o taonga tika fakahu'unga etahi kōrero hokohoko. He huarahi kōmitimiti, i tahuri, arata'i ki te otinga o te rua raruraru e kua e pā ana ki ia atu.

Ko te mahi tuatahi, ko te ki te waihanga IMC pūāhua karere kōrero, ka e kia whakamahia i roto i te rerekē te tikanga o QMS (paerewa kōrero pūnaha) e kore e e fepaki ia atu, me te rawa ngāwari ruruku ki ia atu. Ko te hua ko te hanganga o te whakapakoko pai o te whitiwhiti kotahi.

Ka rite ki te whāinga tuarua o te IMC he utu mau mai ki te whakatau i te taumata o te tōtika o kōrero hokohoko whakamahi i te rapu mōrahi o te ngā tino tika o te waihanga me te tipu, me te taputapu QMS.

Ko te ngako o te pūnaha whakahaere kounga

I roto i te tukanga o te whakatinanatanga o ngā tikanga taputapu ngātahi whakamahia pūnaha kōrero paerewa. Ko reira te huinga o ngā āhuatanga pērā i kaiwhakaari, awa, māngai, me ngā puka o pāhekoheko, me te hāngai, me te whakamuri hononga kōrero whakamahia i roto i te tukanga o te pūnaha hokohoko ki te taiao o waho.

Pahikara, Ka taea e enei taputapu kia mārama me ātaahua kawe i te ngako o te karere hokohoko ki te kaiwhakamahi mutunga. He mea nui ki te whakaaro i te meka e taea hoki te whakamahi i te utu o te hua hei ara whai hua ki te kawe i ngā mōhiohio e pā ana ki te hua (tikanga utu te kounga).

enei āhuatanga katoa o kōrero integrated hokohoko, tae atu ki te hua ake, me te tona utu, tukua ki te kawe i ki nga māngai o te CA mōhiohio matua e pā ana ki tuku te kamupene o.

whakamahi tukutahi o te maha momo o whakaaturanga, me te urupare ko te rautaki pai e tino nui te tōtika o tona whakamahinga o te tikanga kotahi.

take matua i roto i te anga o te rautaki IMC

Ko te ariā o kōrero hokohoko integrated ko ki te farii i te pahonoraa i ki 3 pātai matua:

1. I aha ngā o takere hokohoko e tino whai hua ki te whakatutuki i te kiritaki me te whakapiki ake i te tere o te tauhohenga i manakohia o te rironga o ngā hua te kamupene o?
2. E kaupapa whakakotahi hoko whakatairanga me te pānui taputapu ko te whai hua tino i roto i te whakatutukitanga o nga whāinga o te kōrero?
3. Me pēhea te ki te tika hāngai te tono pānuitanga me nga ahua o te kōrero pānuitanga ki te tūnga whānui o te waitohu i roto i ngā o ratou pāhekoheko ngā?

Ka meinga te whakautu ki ēnei pātai he IMC mahere whakatinana mātau i roto i ngā mahi motuhake.

huānga o IMC

Ko te pūnaha o kōrero hokohoko integrated ngā o te maha huānga matua:

• whanaunga Public (PR).
• marketing Direct. Ko ētahi o ēnei marketing Ipurangi me te pouaka whakaata. A paraparau e pā ana ki te whakatairanga i roto i te pouaka whakaata, he reira ia tapao e tae mai te reira ki raro, ki te hoatu i te pūtirotiro te taea ki te tono taonga i te kāinga, i muri i kite ia i te hua motuhake i roto i te mahi, me te kia mohio hoki ki te ona āhuatanga. I roto i te wāhi Ipurangi mā te whakamahi i te parau tumu taua, he tino teitei anake te taea o te ahunga whakamua i roto i tenei take.
• Pānuitanga. Tenei mehua tauwhāiti e whai ki te tōtika te whakatutuki i te whāinga hokohoko.
• Whakaongaonga tono mo nga taonga i roto i te whakataki o painga atu, me te rite te putanga, ake i hua.
• Pakihi, hokohoko, me te pānuitanga hokohoko. Ko te tukanga o te taunekeneke i roto i te whakataetae hokohoko arata'i tonu ki ngā rerekētanga memeha noa. faataa tenei e te meka e maha mai i te mākete me te kaporeihana taonga, e hihiri neke.

• Whakatakotoria he o kōrero hokohoko ngātahi. a feruri maite te reira i te whakamahi o te pānuitanga te ao. Kei te korero tatou e pā ana ki te whakahau pānuitanga e haere ki tua atu i te rohe o te whenua te wahi te kaiwhakanao. I te wa ano hoki i te taumata rite o te ahunga whakamua o te taonga ki te kia ārahi i roto i to ratou motuhake.
• Hokohokonga me ngā whakaaturanga. Kei te korero tatou e pā ana ki te ngā i roto i nei te tika whai wāhi te kaiwhakanao, whakaatu i te kiritaki whakamutunga ratou hua.
• mahere hinonga. E pā ana tēnei ki te rautaki whānui o te whakatairanga hua te whakamahi i ngā taputapu hokohoko rerekē.

mahi o ISB

Ko te ariā hou o kōrero hokohoko integrated ko ki te whakamahi i etahi o nga mau parau tumu. Ko tētahi o ratou ko te tōtika.

Ko te ngako o tenei parau tumu ko ki te whakarite i whakamahia ki te whakatinana i rautaki kōrero tukanga e rua ngā whakaritea tuatahi me te huru e whakatika noa. kia mohio ki te reira e kia meinga pea tetahi mōhiohio pai-tātarihia te hanganga o te IMC matatini. A ki te hanga taea te wāhanga e tata tetahi wehenga o awa raraunga kamupene ā-.

Ko te parau tumu o te maia

I roto i tenei take e korero tatou e pā ana ki te whakapae ahua o kōrero ki nga hoa kamupene. taea tēnei ki a koe kia nui atu tauwhiro te mahi, na ko te mea nui ki te arotahi ki runga i te huru tuwhera ki te taea o te whakawhanake hononga. He tauira pai o te whakatinanatanga o tenei parau tumu i roto i te anga o te rautaki o integrated hokohoko kōrero kamupene he whakatairanga hua tahi taua rama rongonui rite "McDonald o" me "Coca-Cola". Ko wai maha taea kitea whakatairanga o ngā kaiwhakanao o mīhini horoi me te paura, sweets me tea, te waina, me te tiihi. Ki tenei huarahi, i roto i te tua ki te whakapai ake i te tōtika o mehua hokohoko he whai wāhitanga ki te arotau ratou pūtea.

Whaiaronga rite te parau tumu o IMC

Ko te hua, e hopoi mai iteraa o te parau tumu ai maha kamupene ki te whakamahi i te reira ngā wā katoa, me te kaha. I raro i te whakawhaiaro tika ki matau i te hanganga o te āhua whaiaro o te hononga ki ia kamupene kiritaki. O te akoranga, titau tenei huarahi he rota o te utu me te kaha, rite whai ki kia whakawhanakehia rite te taputapu hangarau hou, me te kaupapa motuhake.

Ano, ko te hiahia me te wātea o ngā pūkenga motuhake i roto i ngā kaimahi. Otiia i roto i te mutunga ka riro te maro he taumata tiketike o te taiva ore i runga i te wahi o kiritaki me, rite te putanga, he hua nui i roto i te hoko.

synergism

Tenei parau tumu, whakaritea nei e kōrero hokohoko integrated, taea e koe tautuhia rite Tumuaki, rite titau te reira i te pāhekoheko o ngā wāhanga katoa o mātau IMC. Ko te take i te huinga o mehua whakatairanga nui te tōtika o ratou aofangatuku ohie, kua toutou kua kï e te wheako o kamupene rerekē.

Ka taea te huaina e taha o nga tauira angitu o te whakatinanatanga o te parau tumu o te tahitanga he kaihoko rōpū ākonga i roto i te whakapā ki te kiritaki pea i runga i te huarahi. I roto i taua mahi whai wāhi tata tikanga katoa, te whakamahi o nei tā te ariā o kōrero hokohoko ngātahi:

• E aro mātai ana te tono mō ngā momo motuhake o ngā hua;
• Ko reira i roto i te whakapā tika ki te CA;

• na roto i te whakatutuki i taua take pāpori rite tamarikitanga mahi, taea ki te tukua i runga i ngā hoapā kāwanatanga, e oroko ake opuaraa hou mō te whanaketanga pakihi te kamupene ko te;
• kaihoko, kakahu i roto i kakahu parani, ko te puna o te pānuitanga tamau.

Oia mau, ka taea te parau tumu synergism whakamahi tata āhuatanga katoa o te IMC, ki te taumata hua tiketike.

whakawhitinga whakatairanga Integrated: te hanganga o te Ipurangi

Mā te whakamahi i te tikanga ngā o whakatairanga waitohu i roto i te ao ipurangi titau te oraraa o etahi āhuatanga e whai wāhi nui i roto i te whakatutuki i tēnei whāinga.

• Te taiao whakataetae. tātari o whakataetae iti te painga o te Internet e ki te ara tika ngāwari ki te aru i ō rātou mahi me te whakatauranga. Ano, e tika ana ki te meka i māngai te mōhiohio katoa i runga i te whatunga i roto i te puka mamati, i roto i nga pūnaha o te kohikohi tatauranga ngāwari e taea te tiki i te kōrero e tika ana e pā ana ki te rauemi tino rongonui o whakataetae kamupene.

• Ko te tere o te hanganga o te utu. Ko te kaihanga kua te whai wāhi i roto i te whatunga ki te tāuta hua utu hihiri. kia waiho te reira, hei tauira, pä i runga i te hoko o taonga i roto i te ähua o te tau etahi o ngā waeine.
• Whakapā mai. Kei te korero tatou e pā ana ki te taea o te kōrero tauutuutu i roto i te pae, me ngā wānanga motuhake.
• whakahou raraunga. Ngā mihi ki te taputapu whakahaere ihirangi e wātea ana i runga i te Internet, taea ki te huri i rite te ahua o te kōrero, me te mōhiohio ano i tetahi kau te kamupene ko te.
• integrated whakahaere kōrero hokohoko i roto i te whatunga. whai wāhi te reira i te whakamahi o te tauwehe whakawhaiaro. Ko tino hāngai ana tēnei tikanga, ka whakamahi i pānuitanga kara i runga i tukutuku, i roto i nei whakawhaiaro me hanga hoki ngā mema o te motuhake. Ka whakamahia e tēnei huarahi papa matotoru hoki ahumahi, tukutuku, me te tahi atu rauemi.
• kōrero Free. Ko reira kahore ngaro e te whakamahi i ngā rauemi ipurangi ki te puhara hohoro ngā hau. Kei te maha tenei taea whakamahia e te kamupene rerekē ki te whakaiti i te whai huatanga o te whakataetae kaupapa pakihi pānuitanga.
• PR hangore, hāngai ki te māngai o te minenga ūnga. I roto i tenei take e korero tatou e pā ana ki te taea o rerekē hōputu mō ngā tāpaetanga hangaia mo te hanganga o te waitohu mateakí, me te whakatairanga i te hua motuhake. Hoki hunga tīpakohia taea te whakamahi i ngā rauemi rawa rite.

ngā kitenga

Ka rite ki te hua, ka taea e tatou mōhio e kōrero hokohoko integrated ko te rautaki whakatairanga whai hua te nuinga me te nohopuku i roto i te mākete rite te waitohu, me te hua ngā.