Cov khoom lag luam ntawm kev thov tsis txaus: npe, yam ntxwv, piv txwv

2024 Tus sau: Howard Calhoun | [email protected]. Kawg hloov kho: 2023-12-17 10:28

Muaj ntau yam khoom sib txawv uas tau muab rau cov neeg siv khoom. Qee cov khoom muaj kev xav tau siab thiab tsis xav tau kev txhawb nqa, thaum lwm tus xav tau kev txhawb nqa tshwj xeeb, vim tias tus neeg yuav khoom tsis xav txog kev yuav khoom rau lub sijhawm. Wb tham txog dab tsi passive thov cov khoom yog dab tsi yog lawv tshwj xeeb thiab yuav ua li cas lawv yuav tsum tau nce.

Lub tswvyim ntawm kev thov

Txoj cai lij choj ntawm kev lag luam muaj nyob yog txoj cai ntawm kev muab khoom thiab kev thov. Yog tias tsis muaj kev thov, ces kev ua lag luam tsis loj hlob, ntau lawm qeeb thiab tag nrho cov kev lag luam stagnates. Yog li ntawd, kev thov yog ib qho kev txhawj xeeb tas li rau cov neeg lag luam, lawv tab tom sim nrhiav kev dag thiab txoj hauv kev los txhawb kev thov rau txhua hom khoom. Kev xav tau yog ib daim ntawv qhia txog nyiaj txiag ntawm cov neeg siv khoom xav tau. Qhov no yog cov nyiaj uas lawv kam them rau ib yam khoom nyob rau hauv ib lub sij hawm. Kev thov tau zoo nyob ntawm tus nqi, yog tias nws siab dhau, ces tus neeg siv khoom yuav tsis yuav cov khoom thiab qhov kev thov yuav pib poob. Txawm li cas los xij, qhov no tsis yogtxhais tau hais tias qhov txo qis ntawm tus nqi ib txwm ua rau qhov kev thov nce ntxiv, txawm hais tias nyob rau hauv ntau pawg khoom xws li kev sib raug zoo tau pom. Yog li ntawd, cov neeg lag luam niaj hnub saib xyuas kev thov. Lawv ua hauj lwm hnyav los txhim kho nws. Qhov teeb meem loj tshaj plaws tshwm sim thaum nws tsim nyog muag cov khoom ntawm qhov kev thov tsis txaus.

Type of demand

Vim ntau yam cuam tshuam rau kev yuav khoom ntawm cov neeg siv khoom, peb tuaj yeem paub qhov txawv ntawm ntau hom kev thov. Raws li qhov zaus ntawm qhov tshwm sim, muaj txhua hnub, ntu ntu, ntu ntu, muaj peev xwm thiab qhov xav tau tshwm sim. Nyob rau tib lub sijhawm, kev txiav txim siab yuav khoom yog cuam tshuam los ntawm qhov zaus ntawm qhov xav tau. Nyob ntawm qhov xav tau ntawm tus neeg yuav khoom, qhov kev thov tuaj yeem muab faib ua qhov ruaj khov, impulsive, tsis xwm yeem, tsis zoo, tsis zoo, lwm yam thiab speculative. Hauv txhua qhov xwm txheej no, tus neeg siv khoom muaj qee lub tswv yim txog cov khoom thiab sib txuas nws cov khoom zoo nrog nws cov kev xav tau. Raws li qhov kev txaus siab ntawm cov kev xav tau, kev xav tau txaus siab, tsis txaus siab thiab tsis txaus siab. Nyob ntawm seb tus neeg siv khoom paub txog cov khoom lag luam thiab nws lub peev xwm los ua kom tau raws li qhov xav tau, qhov kev thov nquag thiab passive kuj txawv. Hauv thawj qhov xwm txheej, peb tab tom tham txog cov khoom lag luam uas paub zoo rau cov neeg siv khoom, nrog rau cov neeg siv khoom pom zoo. Thiab nyob rau hauv rooj plaub thib ob, lawv tham txog cov khoom ntawm qhov kev thov dhau los, uas cov neeg siv khoom tsis muaj lub tswv yim los yog muaj kev paub tsis meej txog kev siv cov khoom thiab nws cov khoom.

Kev faib khoom ntawm cov khoom

Cov khoom lag luam yog cov khoom lag luam tsim los pauv thiab muaj peev xwm ua tau raws li qhov xav tau ntawm tus neeg yuav khoom. Txij li thaum tib neeg muaj ntau yam kev xav tau, muaj ntau yam thiab ntau yam khoom. Tag nrho cov khoom tuaj yeem muab faib raws li lawv lub hom phiaj. Nyob rau hauv cov ntaub ntawv no, cov khoom rau ib tug neeg, nruab nrab thiab kev lag luam noj yog txawv, nyob ntawm seb leej twg thiab rau dab tsi cov khoom no yog muas. Raws li cov khoom siv yuav siv li cas, muaj cov khoom siv ruaj khov thiab siv sij hawm luv luv thiab cov khoom siv pov tseg. Raws li cov yam ntxwv tseem ceeb, cov khoom tuaj yeem muab faib ua cov khoom noj thiab cov khoom tsis yog khoom noj, khaws cia ntev thiab perishable. Muaj kev faib cov khoom thiab hom kev thov rau lawv. Hauv qhov no, cov khoom raug xaiv:

• xav tau txhua hnub. Nov yog yam uas tib neeg yuav yuav luag txhua hnub. Khoom noj khoom haus, tshuaj ntxuav tes, khoom siv hauv tsev. Thaum yuav cov khoom no, tib neeg feem ntau ua raws li ib txwm ua, tshwj xeeb tshaj yog tsis xav txog kev yuav khoom.
• Lub sijhawm xav tau. Kev yuav khoom yog ua thaum cov khoom tiav. Piv txwv li, qhov muag teev lossis cov ntawv sau. Thaum yuav khoom, tus neeg yuav khoom feem ntau ua raws li qhov xwm txheej ib txwm, tsis siv sijhawm ntau los sib piv thiab xaiv cov khoom.
• xaiv xaiv. Cov no yog cov khoom siv ruaj khov, feem ntau ntawm tus nqi tsim nyog: khaub ncaws, khau, rooj tog. Thaum yuav khoom, tus neeg siv khoom sib piv cov khoom los ntawm cov neeg muag khoom sib txawv, ntsuas qhov zoo ntawm cov khoom, xaiv lub sijhawm ntev.
• Rare demand. Qhov no yog yam uas tib neeg yuav tsis tshua muaj, xws li cov hniav nyiaj hniav kub, cov tsho plaub, tsheb. Hauv qhov no, tus neeg yuav khoom feem ntau siv sijhawm ntau los sib piv cov kev xaiv, xaiv thiab ntsuas cov khoom.
• Seasonal demand. Cov no yog cov khoom lag luam uas tib neeg nco txog lub caij nyoog ntawm lub xyoo - caij skis, swimwear, looj tsom iav dub.
• Passive demand. Hauv qhov no, tus neeg yuav khoom tsis xav tau cov khoom ntawm nws tus kheej, nws yuav tsum tau tsim thiab txhawb nqa.

khoom nta

Kev xaiv ntawm cov khoom thiab nws qhov kev thov yog cuam tshuam los ntawm nws cov yam ntxwv. Txhua yam khoom muaj plaub yam tseem ceeb. Cov no yog assortment, quantitative, qualitative thiab nqi yam ntxwv. Thaum xaiv ib yam khoom, tus neeg yuav khoom them nyiaj rau cov kab ntau lawm, yog tias nws suav nrog ntau tshaj peb yam khoom, ces tus neeg siv khoom txiav txim siab qhov assortment txaus thiab feem ntau sib piv hauv ib hom. Piv txwv li, hom mis nyuj nyiam muaj ntau hom ntim thiab cov khoom sib txawv nrog cov roj sib txawv, thiab tus neeg yuav khoom tsis tas yuav xaiv cov khoom lag luam ntawm cov khoom sib txawv. Cov yam ntxwv zoo yog qhov nyuaj tshaj plaws los tswj, raws li cov neeg siv khoom muaj qhov sib txawv ntawm cov khoom siv. Tab sis feem ntau lawv them sai sai rau lub cev lub cev ntawm cov khoom, nrog rau nws cov ntim, koob meej, koob meej, tag nrho cov no yog zoo li tus los ntawm kev lag luam. Quantity yog qhov ntsuas lub cev, tus neeg yuav khoom saib qhov hnyav ntawm cov khoom, tus naj npawb ntawm cov khoom hauv pob thiab sib txuas nrog lawv cov kev xav tau. Thiab tus neeg yuav khoom siv tus nqi ntsuas, ntsuas nws lub peev xwmthaum lub sijhawm yuav khoom. Lawv kuj paub qhov txawv ntawm qhov zoo nkauj, ergonomic thiab ib puag ncig ntawm cov khoom. Nws yog qhov ua tau los ntsuas cov khoom muag thiab los ntawm qhov pom ntawm qhov xav tau ntawm tus neeg yuav khoom. Hauv qhov no, peb tuaj yeem tham txog cov khoom paub thiab xav tau, nrog rau cov khoom ntawm qhov kev thov tsis raug. Lawv yog tus cwj pwm los ntawm kev sib txawv ntawm kev paub txog qhov xav tau los ua kev yuav khoom. Tus neeg yuav khoom paub txog cov khoom tsim nyog thiab paub tias lawv tuaj yeem ua tiav nws cov kev xav tau li cas, tab sis nyob rau hauv rooj plaub ntawm cov khoom thib ob tsis muaj qhov pom tseeb. Nws yuav tsum tau tsim nrog kev pab ntawm kev lag luam kev sib txuas lus.

Ntawm cov khoom xav tau

Kev thov tuaj yeem qhia tau thaum tus neeg yuav khoom paub tias nws xav tau dab tsi los yuav kom tau raws li nws cov kev xav tau, thiab zais lossis zais. Hauv qhov no, cov neeg siv khoom feem ntau tsis xav txog qhov ua tau raws li qee qhov kev xav tau thiab, raws li, tsis xyuam xim rau qee pawg ntawm cov khoom. Lawv hu ua passive khoom. Piv txwv ntawm cov khoom zoo li no, raws li tus kws qhia paub zoo thiab tus kws tshaj lij kev lag luam F. Kotler, yog lub qhov ntxa, cov phiaj xwm hauv toj ntxas, thiab kev tuav pov hwm. Lub ntsiab feature ntawm cov khoom no yog tias cov neeg siv khoom tsis xav txog kev yuav lawv txhua, nws tsis yeem muaj kev xav tau uas nws ua tau thiab xav kom txaus siab nrog kev pab ntawm cov khoom zoo li no. Piv txwv li, cov neeg feem coob tsis nyiam xav txog kev pheej hmoo ntawm hluav taws lossis dej nyab, uas tuaj yeem ua rau lawv lub tsev puas tsuaj loj. Thiab tsuas yog tus neeg saib xyuas kev pov hwm tuaj yeem ua tiav qhov kev xav tau ntawm kev ruaj ntseg thiabtxhawb kom ib tug neeg mus yuav daim ntawv pov hwm txoj cai. Nws yog qhov nthuav tias tus neeg uas ib zaug ua ib qho kev yuav khoom ntawm qhov kev thov dhau los, yav tom ntej yog yooj yim dua rov yuav dua thiab tuaj yeem dhau los ua nws tus thawj coj.

Ntaus thiab ntau hom khoom

Tus neeg siv khoom ua rau kev siv zog los ua kom txaus siab rau lawv cov kev xav tau, txhawm rau txo qhov tsis xis nyob. Nyob rau tib lub sij hawm, physiological xav tau kev pab yog nrog los ntawm ib tug pronounced kev nkag siab ntawm tsis muaj peev xwm, thiab ib tug neeg tsis tas yuav siv cov peev txheej los paub txog lawv. Hauv qhov kev sib txuas no, cov khoom uas nws muaj peev xwm ua tau raws li qhov xav tau no ib txwm nyiam cov neeg yuav khoom. Nws npaj txhij los nrhiav cov ntaub ntawv hais txog lawv, sib piv thiab ntsuas lawv. Tab sis tsis nco qab lossis tsis xav tau kev xav tau tuaj yeem txaus siab rau cov khoom tshwj xeeb, kev yuav khoom uas tus neeg feem ntau tsis xav txog. Piv txwv li, passive thov khoom suav nrog ntau yam khoom siv thev naus laus zis. Cov neeg siv khoom dab tsi yuav yuav lub teeb txuag hluav taws xob yog tias cov neeg lag luam tsis tau hais rau nws ntev thiab tawv ncauj txog qhov xav tau los tiv thaiv ib puag ncig thiab cov peev txheej ntawm lub ntiaj teb? Niaj hnub no, cov khoom no twb tawm hauv qeb ntawm passive thov. Tab sis qhov no yuav tsum tau siv zog thiab siv nyiaj ntau ntawm cov chaw tsim khoom ntawm cov khoom.

Examples

Qhov teeb meem tshaj plaws ntawm kev nce qib yog cov khoom ntawm kev thov tsis txaus. F. Kotler hais cov piv txwv ntawm cov khoom hauv nws tej hauj lwm - cov no yog tombstones, qhov chaw hauv toj ntxas. Tab sis kuj tsis muaj cov piv txwv ntawm cov khoom zoo li no. Piv txwv li, leej twg yuav xav txog kev yuav lub pedometer yog tiascov neeg lag luam tsis tau tham txog qhov tseeb tias ib tus neeg yuav tsum tau ua qee cov kauj ruam rau kev noj qab haus huv? Cov pab pawg no kuj suav nrog ntau yam kev paub, piv txwv li, yees duab yees hauv xov tooj ntawm tes. Cov neeg tsim khoom yuav tsum tham ntev ntev hauv kev sib txuas lus txog vim li cas lawv xav tau kom tib neeg pib xav tias xav tau lawv.

Kev txhim kho khoom

Hnub no, cov khoom lag luam feem ntau yog tsim rau qhov xav tau tshwj xeeb. Cov neeg siv khoom kuj tseem tsis tau muaj qhov xav tau no. Tab sis nws yuav raug tsim los muag cov khoom ntawm qhov kev thov tsis raug. Daim ntawv teev cov khoom zoo li no ntev heev. Yog li, gadget manufacturers, ua ntej pib tsim cov cuab yeej tshiab, xav txog dab tsi xav tau tuaj yeem tsim nyob rau hauv tus neeg kom nws yuav khoom. Piv txwv li, qhov tshwm sim ntawm cov cuab yeej paub niaj hnub no raws li lub tshuab hluav taws xob ntau tau nrog kev sib txuas lus zoo, thaum cov niam tsev tau piav qhia tias lawv tuaj yeem txuag sijhawm thiab siv zog yog tias lawv siv cov cuab yeej tshiab.

Special Product Marketing

Vim rau cov yam ntxwv tshwj xeeb, kuj tseem muaj qhov tshwj xeeb ntawm kev lag luam cov khoom lag luam ntawm kev thov tsis raug. Ua ntej tshaj plaws, lawv muaj nyob rau hauv qhov tseeb tias yuav tsum muaj kev siv zog tseem ceeb los txhawb cov khoom zoo li no. Nws yog ib qho tsim nyog los tsim kom muaj lub sijhawm ntev, nquag, thiab qee zaum txawm tias kev sib txuas lus nruj heev kom cov neeg siv khoom pib xav txog kev yuav khoom. Piv txwv li, txhawm rau txhawb cov neeg mus yuav cov cai pov hwm, koj yuav tsum tsim kom muaj kev ntshai tiag tiag hauv lawv,uas lawv xav thim los ntawm kev yuav ntawv pov hwm.

Txoj kev muag khoom tshaj tawm feem ntau yog siv los txhawb cov khoom tshwj xeeb. Qhov no tej zaum yuav yog ib qho tshwj xeeb layout, kev faib cov cheeb tsam tshwj xeeb rau cov pab pawg ntawm cov khoom. Piv txwv li, cov khoom passive nyob rau hauv ib lub tsev muag tshuaj feem ntau muab tso rau hauv qhov chaw "kub" checkout kom cov neeg siv khoom muaj peev xwm ua rau kev yuav khoom. Cov vitamin me me, cov khoom noj khoom haus, cov khoom pab thawj zaug - ib tug neeg feem ntau tsis xav txog qhov tau txais tag nrho cov no. Tab sis thaum nws pom lawv, nws tuaj yeem yuav khoom.