Cov khoom lag luam daim ntawv lo dawb yog tsim los ntawm tus neeg thib peb, tsis yog lub tuam txhab muag nws, lossis tseem yuav ua lag luam rau nws. Qhov zoo dua yog tias ib lub tuam txhab tsis tas yuav mus dhau tag nrho cov txheej txheem ntawm kev tsim thiab muag khoom. Ib lub tuam txhab tuaj yeem mloog zoo rau kev tsim cov khoom; lwm yam ntawm marketing nws; thiab lwm tus tuaj yeem tsom mus muag nws, txhua tus raws li nws cov kev txawj ntse thiab nyiam. Cov txiaj ntsig tseem ceeb ntawm kev sau npe dawb yog tias nws txuag cov tuam txhab sijhawm, lub zog, thiab nyiaj txiag ntawm cov nqi tsim khoom thiab kev lag luam.
Lwm qhov txiaj ntsig loj ntawm cov npe lag luam ntiag tug yog tias yog lub tsev muag khoom muaj kev sib cog lus tshwj xeeb nrog cov chaw tsim khoom, ces qhov nruab nrab cov nqi tsheb thauj mus los yuav qis dua li ib txwm thiab lub tuam txhab yuav tau txais txiaj ntsig los ntawm kev lag luam kev lag luam ntawm cov nplai. Vim tias cov nqi tsheb thauj mus los qis dua, cov khw muag khoom tuaj yeem muag cov khoom kom tsawg thiab tseem sau tau cov txiaj ntsig loj dua.
Cov npe lag luam ntiag tug tau dhau los ua neeg nyiam, uas qhia tias cov neeg siv khoom tau nkag siab txog tus nqi thiab tsis tshua muaj siab ntseeg rau lawv cov khoom nyiam ib txwm muaj. Nyob rau hauv ntau lub teb chaws, kev loj hlob ntawm tus kheej daim ntawv lo hom yog ua phem rau lub teb chaws hom '(cov manufacturers') kev ua lag luam qhia.
Hom kev lag luam uas siv cov khoom lag luam dawb
Cov khw muag khoom
Txawm hais tias technically dawb daim ntawv lo cov khoom yuav tshwm sim nyob rau hauv ib qho kev lag luam lossis sector, cov khw muag khoom loj tau ua tau zoo nrog lawv. Cov tuam txhab xws li Whole Foods thiab Walmart tau txais txiaj ntsig los ntawm kev muag lawv tus kheej cov khoom lag luam uas tau tsim los ntawm lwm cov tuam txhab.
Multinationals thiab Mass Merchandisers
Nyob rau hauv 1998, Tesco (TSCDY), ib tug British multinational khoom noj khoom haus thiab cov tub lag luam, pib segmenting nws cov neeg muas zaub thiab tsim cov hom uas haum rau txhua pab pawg neeg. Hauv Tebchaws Meskas, cov khw muag khoom tau nrawm ua raws Tesco qhov ua ntej.
Kev sau npe dawb hauv Asmeskas tau ua haujlwm zoo tshwj xeeb rau cov khw muag khoom loj zoo li Lub Hom Phiaj Corporation (TGT), nrog tsawg kawg 10 lub npe sib txawv txhua qhov kev ua noj rau ib pawg neeg siv khoom tshwj xeeb thiab cov khoom lag luam, thiab ua ke nqa tsawg kawg $ 1 nphom hauv ib xyoos.
Electronics tuam txhab uas muag
Private labeling branding tsis txwv rau cov khw muag khoom loj. Cov tuam txhab hluav taws xob loj tshaj plaws ntawm cov xov tooj ntawm tes thiab khoos phis tawj feem ntau tso lawv cov npe ntawm cov khoom lag luam pheej yig dua-nqi dawb los nthuav lawv cov khoom.
Lub Npe Dawb hauv Daim Ntawv Pabcuam
Cov khoom siv daim ntawv lo dawb tsis tas yuav tsum yog cov khoom siv tau. Cov kev pabcuam kuj tau txais kev sau npe dawb. Qee lub tsev txhab nyiaj, piv txwv li, siv cov kev pabcuam dawb xws li credit card ua thaum lawv tsis muaj cov kev pabcuam hauv tsev. Tsis tas li ntawd, cov lag luam uas tsis muaj kev lag luam hauv tuam txhab feem ntau txuas cov npe credit card rau lawv cov neeg siv khoom, uas kuj yog ib daim ntawv sau dawb. Piv txwv li, LL Bean Inc.muab nws cov neeg siv khoom muaj npe credit card, txawm hais tias daim npav yog muab los ntawm Barclays Bank (BCS). Macy's (M) kuj tseem muab nws cov neeg siv khoom ib daim npav muaj npe, thiab lawv yog muab los ntawm American Express (AXP).
Qhov zoo thiab qhov tsis zoo ntawm Cov Khoom Muag Dawb
Lub tswv yim ntawm kev sau ntawv dawb los nrog ntau qhov kev xav, ob qho tib si zoo thiab tsis zoo.
Qhov zoo
Expanded khoom kab. Cov tuam txhab tuaj yeem siv cov npe dawb los nthuav lawv cov khoom thiab phiaj xwm cov neeg siv khoom; nyob rau hauv lem, qhov no tuaj yeem txhawb nqa lawv cov txiaj ntsig kev sib tw.
Cov ntawv cog lus loj.Cov neeg tsim khoom thib peb tau txais cov ntawv cog lus loj, uas tuaj yeem tuaj nrog kev muag khoom thiab cov nyiaj tau los.
Kev muag khoom luv nqi.Cov khw muag khoom tuaj yeem txhawb cov nyiaj tau los muag cov khoom lag luam dawb ntawm tus nqi luv nqi txheeb ze rau lub teb chaws hom.
Zoo. Cov npe dawb daim ntawv lo tuaj yeem ua tau zoo li lub teb chaws hom, raws li lawv feem ntau siv tib cov neeg tsim khoom; siab zoo tsim cov neeg siv khoom txaus siab.
Qhov tsis zoo
Copycating. Siv cov ntim zoo sib xws ntawm cov npe hu ua copycatting, uas tuaj yeem ua txhaum cai hauv qee kis. Cov npe lag luam ntiag tug yuav tsum sib txawv lawv tus kheej kom tsis txhob ua rau cov neeg siv khoom yuam kev.
Monopsony. Lub khw muag khoom muaj zog tuaj yeem thawb tawm cov neeg sib tw me, ua rau muaj kev lag luam uas tsuas muaj ib tus neeg yuav khoom.
Barriers rau nkag.Kev loj hlob dominance ntawm cov npe dawb yuav ua rau nws nyuaj rau cov tuam txhab tshiab nkag mus rau hauv kev ua lag luam, txo qis kev sib tw tag nrho.
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