Ingabe ubuciko bomkhiqizo abubalulekile?

Eminyakeni emibili edlule, ukuxoxisana ngemibono yemikhiqizo ezingqungqutheleni ezinkulu zezimboni akubonakali kangako emehlweni enyama.Abaholi bomkhiqizo bancamela ukukhuluma ngendlela ephusile mayelana nokusebenza komkhiqizo kanye nokuhluka kwempahla eluhlaza esikhundleni sokugqugquzela ubuciko.
Ngesonto eledlule, usomabhizinisi wezimonyo ubhale ku-Twitter ukuthi useyihoxisile inkampani yakhe yokudala imikhiqizo, ebhala: “Okudingeka kakhulu esikhathini sokusebenza kahle akuyona imibono yomkhiqizo, kodwa imingcele yomkhiqizo.
Usomabhizinisi wafingqa izizathu zokwehluleka kwale nkampani: “Ngokufika kwenkathi yokusebenza kahle, ukungezwa kwemicabango kuyacindezelwa, futhi ukwengezwa okuphumelelayo nokuhlola ukusebenza ngempumelelo kwenyusa kakhulu izindleko zemikhiqizo.(Izinkampani zezimonyo) azikwazi ukufeza ukuphindaphinda okusheshayo futhi zidinga impilo ende yomkhiqizo.Ngakho-ke, kuyadingeka ukwakha izithiyo zomkhiqizo okunzima ukuziphindaphinda, hhayi imibono yomkhiqizo okulula ukuyiphindaphinda. ”
Ngaphakathi kwenkampani yezimonyo, ukuzalwa komkhiqizo omusha kudinga ukudlula izixhumanisi eziningi ezifana nokudalwa komkhiqizo, ucwaningo lwemakethe, ukuhlaziya umkhiqizo oncintisanayo, ukuhlaziya ukuthi kungenzeka yini, isiphakamiso somkhiqizo, ukukhethwa kwempahla eluhlaza, ukuthuthukiswa kwefomula, ukuhlolwa kwabathengi, nokukhiqizwa kwesilingo.Njengesiqalo semikhiqizo emisha, kusukela ekupheleni kwekhulu leminyaka elidlule kuya ekuqaleni kwekhulu lama-21, umbono womkhiqizo unganquma ngisho nokuphumelela noma ukwehluleka kwebhizinisi lempahla yasekhaya.

Kukhona futhi amacala amaningi anjalo emkhakheni wezimonyo.Ngo-2007, u-Ye Maozhong, umhleli wokumaketha, waphakamisa u-Baoya ukuba abe umlandeli wesizukulwane sokuqala "somqondo wamanzi aphilayo", futhi wabeka umkhiqizo "njengochwepheshe ojulile wokuthambisa".Lokhu kubambisana kwabeka ngokuqondile isisekelo sokuthuthuka okusheshayo kukaProya eminyakeni eyishumi eyalandela.

Ngo-2014, ngenzuzo ehlukanisiwe yokuthi "awukho uwoyela we-silicone", izinga le-Seeyoung lenyuka ngokushesha emakethe yokuwasha nokunakekela enokuncintisana kakhulu.I-brand ithole ngokulandelana izinga lamakhemikhali lansuku zonke le-Hunan Satellite TV, ibambisane nenkosi yokuhlela u-Ye Maozhong ukudubula i-blockbuster yokukhangisa, yasayina inkontileka nesihlabani sase-Korea u-Song Hye Kyo njengomkhulumeli, futhi wayiphromotha ngokuphelele ezikhangisweni ze-TV, imfashini. omagazini nemithombo ye-inthanethi… Ngakho-ke, “Umthombo Wombono awunawo uwoyela we-silicone, awukho uwoyela we-silicone Umqondo “womthombo” ugxilile ezinhliziyweni zabantu futhi usuwuphawu oluhamba phambili kulesi sigaba esincane.
Kodwa-ke, ngokuhamba kwesikhathi, amacala aphumelele afana no-Proya no-Seeyoung aba nzima nakakhulu ukuwaphindaphinda.Izinsuku lapho umkhiqizo ungafinyelela ukukhula okusheshayo ngombono owodwa womkhiqizo kanye nesiqubulo esisodwa seziphelile.Namuhla, imibono yezimonyo isabalulekile, kodwa kancane, ngenxa yezizathu ezine.

Okokuqala, indawo yokuxhumana emaphakathi ayisekho.

Kwezimonyo, imibono yemikhiqizo ivamise ukuvezwa njengezincazelo ezilula zekhwalithi, okudingeka zisetshenziswe ngokuxhumana nokufundisa ngemakethe.Enkathini yokuhlanganisa imithombo yezindaba, abanikazi bomkhiqizo bangazuza imibono yemikhiqizo yekhwalithi ephezulu ngemva kokuthola imibono yomkhiqizo wekhwalithi ephezulu, futhi bavumele uhlobo noma imibono yomkhiqizo “eqanjwe ngaphambili” ithathe kabanzi ezingqondweni zabathengi futhi yakhe ukuqonda ngokwethula imidiya emaphakathi ne-TV. njengengqikithi.umgoqo.

Kodwa namuhla, kunethiwekhi yokusabalalisa ulwazi, indawo yemidiya lapho abathengi behlala khona izinkulungwane zabantu, futhi ngaphambi kokuthi kusungulwe imigoqo yengqondo yomkhiqizo noma umkhiqizo, ubuciko bomkhiqizo wawo kungenzeka ukuthi buthathelwe indawo abalingisi.

Okwesibili, izindleko zokuzama nokuphutha zikhuphuka kakhulu.

Kunezimiso ezimbili zokusungula, eyokuqala iwukuba asheshe ngokwanele, kanti eyesibili iwukuba abukhali ngokwanele.Ngokwesibonelo, omunye ongaphakathi kwezobuchwepheshe wake wathi, “Uma imibono ingalethwa kalula emakethe, ungakwazi ukubona ngokushesha ukuthi kukhona yini okungalungile ngayo, bese ulungisa, ufake engozini umkhiqizo ngemali encane, futhi uma kulula kakhulu ukuyeka uma kungasebenzi.”
Kodwa-ke, endaweni yezimonyo, indawo yokuphusha okusha okusheshayo ayisekho.“Isicaciso Sokuhlolwa Kwezimangalo Zokusebenza Kwezimonyo” esasetshenziswa ngonyaka odlule sidinga ukuthi ababhalisile bezimonyo nabafaka amafayela kufanele bahlole izimangalo zokuphumelela kwezimonyo phakathi nesikhathi esishiwo, futhi balayishe isifinyezo sesisekelo sezimangalo zokuphumelela komkhiqizo.
Lokhu kusho ukuthi imikhiqizo emisha iphuma isikhathi eside futhi ibiza kakhulu.Izinkampani zezimonyo azisakwazi ukwethula inani elikhulu lemikhiqizo njengangaphambili, futhi azikwazi ukuqhubeka nokusebenzisa imikhiqizo emisha ukuze zikhuthaze amaqembu abathengi, futhi izindleko zokuzama namaphutha zokudala umkhiqizo nazo zikhuphuke kakhulu.

Okwesithathu, izengezo zomqondo azikwazi ukusimama.

Ngaphambi kokuqaliswa "Kwezinyathelo Zokuphatha Zokulebula Kwezimonyo", izengezo zomqondo bekuyimfihlo evulekile embonini yezimonyo.Ekuthuthukisweni komkhiqizo, inhloso yokwengeza izinto zokusetshenziswa komqondo ukusiza izimangalo zemakethe zemikhiqizo yakamuva.Ayihlanganisi ukusebenza kahle noma ukuzwa kwesikhumba, kodwa idinga kuphela ukuqinisekisa ukuphepha nokuzinza kufomula.

Kodwa manje, ukuqaliswa kwemithethonqubo yokuphathwa kwamalebula kusho ukuthi ukungezwa komqondo wezimonyo akukho ndawo yokucasha ngaphansi kwemibandela yokulawula enemininingwane, okushiya isikhala sokuba umnyango wokudala womkhiqizo ukhulume izindaba.

Ekugcineni, ukusetshenziswa kwezimonyo kuvame ukuba nengqondo.

Ngaphezu kwemithethonqubo, okubaluleke nakakhulu, ngokulingana kolwazi lwe-inthanethi, abathengi baye banengqondo kakhulu.Ngokuhambisana nogqozi lwama-KOL, izinhlangano eziningi eziyisithako kanye nezinhlaka zefomula ziye zavela emakethe.Baya ngokuya bekwazisa ukusebenza kahle kwangempela kwezimonyo futhi baziphoqelele ezinkampanini Zezimonyo zakha imigoqo engenakuphindwa kalula yizimbangi.Isibonelo, izinkampani eziningi zezimonyo manje sezifuna ukubambisana nabahlinzeki bezinto ezingavuthiwe ukuze bathuthukise futhi banikeze izinto zokusetshenziswa ezingokwezifiso, futhi basungule imigoqo ewumongo ngokusebenzisa izithako eziwumongo ezikhethekile.

Izimonyo bezilokhu ziyimboni ethembele kakhulu ekukhangiseni, kodwa manje, yonke imboni imile ekushintsheni: lapho inkathi yokushesha yonke into isiphela, izinkampani zezimonyo kumele zifunde ukwehlisa ijubane, zidlule ohlelweni "de-experience", futhi usebenzise umoya wobuciko.Ukuzidinga ngokwakho, ukuma ngamandla omkhiqizo, ukuthambisa uchungechunge lokuhlinzeka amashumi eminyaka, ukwenza ucwaningo oluyisisekelo kanye nokuqamba okusha okusezingeni eliphansi, nokudala imigoqo okunzima ukuyiphindaphinda ngokusungula kanye namalungelo obunikazi.