![[Animation] Tech mhando dziri kutora nyika](https://prohoster.info/wp-content/plugins/wp-fastest-cache-premium/pro/images/blank.gif)
Kugadzira mhando yepasi rose inogadzikana uye inokwikwidza ibasa risiri diki.
Zviitwa zveIT zvine chekuita nazvo zvinotungamira pakufungazve nezve iyo chaiyo pfungwa ye "kukwikwidza mukana." Nekupindura nekukurumidza kune zvinodiwa nevatengi uye nekusimudzira simba remhando, makambani aya anogara achigadzira mhinduro dzinotyisa kumatambudziko ari kubuda.
Iwo animation ari pazasi anoratidza akanyanya kukosha mabhureki muna 2019 zvichienzaniswa ne2001, zvinoenderana nepagore World's Best Brands chinzvimbo. Izvi zvinoratidza kuti makambani etekinoroji akakwanisa sei kukwira kusvika pasirese munguva pfupi pfupi, achisundira echinyakare bhizinesi mastodon kumashure.
Shanduro iyi yakaitwa nerutsigiro rweEDISON Software.Isu tinogadzirisa , uye zvakare takapfimbwa .
Isu tinoda kugadzira mabhureki! 😉
Chii chinonzi brand equity uye kuti ungaiyera sei?
Vanyori veWorld's Best Brands rating vakagadzira fomula yekuyera kukosha kwemhando. Kukosha kweBrand ndiko kukosha kwazvino (NPV), kana kukosha kwazvino kwemari ichaunzwa nerudzi mune ramangwana.
Iyo formula inoongorora mhando zvichienderana nemaonero avo emari, basa remhando uye simba remhando.
Tsanangudzo pfupi yemaitiro ekuongororaKuongorora kunoshandisa zvinhu zvitatu zvakakosha:
- Kuongororwa kwezviratidzo zvemari zvigadzirwa zvemhando uye masevhisi.
- Basa rakaitwa nechiratidzo mukusarudza kutenga kwevatengi.
- Brand competitiveness.
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Kuongorora kwemari
Inoyera huwandu hwemari yekudzoka kune vanoisa mari, kana nemamwe mazwi, purofiti yehupfumi. Economic purofiti ndeyekushandisa purofiti mushure memitero kubvisa mari dzese.
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Basa rechiratidzo
Ichi chinhu chinoratidza mwero weiyo brand pachayo inopesvedzera sarudzo yekutenga chigadzirwa/sevhisi, pasina kufunga nezvezvimwe zvinhu (zvakadai semutengo, zviri nyore kana maitiro echigadzirwa). Iyo Brand Role Index (BRI) inopa huwandu hwekuongorora muhuwandu hwematemu. Kutemerwa kweRPI kumakambani epasirese, zvichienderana nemhando, inoverengerwa uchishandisa imwe yenzira nhatu:
- tsvakurudzo yemusika wekutengesa;
- kuenzanisa neIRB yemamwe mabhureki kubva kuindasitiri imwe chete;
- ongororo yenyanzvi.
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Brand competitiveness
Izvi zvinoyera kugona kwechigadzirwa kugadzira kutendeka kwevatengi, izvo zvinoita kuti irambe ichidiwa uye purofiti yakagadzikana mune ramangwana. Ongororo inoitwa zvichibva pane gumi zvinhu, izvo kushanda kwayo kunoongororwa zvine chekuita nemamwe marudzi epasi rose muindasitiri iyi. Ongororo yemakwikwi inopa nzwisiso yakadzama mukusimba uye kusasimba kwechigadzirwa.
Izvi 10 zvinhu zvinoenderana nemukati uye kunze metrics.
Internal factors:
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Kunzwisisa. Kunzwisisa kwakajeka pakati pevashandi vekambani pamusoro pezvinofananidzirwa nechiratidzo maererano nehutsika hwayo, kumira kwayo uye zvipo. Zvinosanganisirawo kunzwisisa kuti vateereri vanotarisirwa ndivanaani. |
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Kuzvipira. Kuzvipira kwevashandi kune mhando, kutenda mukukosha kwayo uye basa. |
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Management. Iwo manejimendi ane hunyanzvi sei munyaya dzekusimudzira mhando, uye kana iyo yese nzira yekuvandudza inoshanda. |
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Kuchinja-chinja. Iko kugona kwesangano kugara ichivandudza bhizinesi rayo, kutarisira shanduko yemusika, matambudziko nemikana, uye kuvapindura panguva yakakodzera. |
External factors:
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Chokwadi. Chiratidzo chakavakirwa panhau yayo, chokwadi chemukati uye mukana. Ko zvinotarisirwa nevatengi (pamusoro) zviri kuzadzikiswa here? |
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Relevance. Kukoshera kune zvinodiwa nevatengi, kutevedzera maitiro ekuita sarudzo yekutenga chigadzirwa cheakakodzera demographic strata uye geographic matunhu. |
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Musiyano. Mwero wekuti vatengi vanoona mhando sechipo chakasiyaniswa. |
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Consistency. Kuti mhando yakaedzwa kusvika papi pasina kukundikana mune ese mafomati uye mapoinzi ekuonana nevateereri. |
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Mhedzisiro yekuvapo.Iyo brand inonzwa iri pose pose. Ko vatengi, vatengi uye vateveri vanotaura nezvazvo zvakanaka here? Kuongorora maonero eruzhinji mune zvechinyakare nzira dzekutaurirana uye mumasocial network. |
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Kubatanidzwa. Mwero wekuti vatengi vanoratidza kunzwisisa kwakadzama, kutora chikamu uye pfungwa yakasimba yekuzivikanwa neiyo brand. |
Data sources
Kuvimbika kwemhando yekuongorora kunosanganisira kuongororwa kwakadzama kweakasiyana akasiyana ruzivo masosi. Pamusoro pekutsvagisa dhesiki uye kutonga kwenyanzvi, anotevera data masosi (apo aripo) anosanganisirwa mumuenzaniso wekuongorora:
- Dhata rezvemari: mishumo yegore, mharidzo dzevanoisa mari, akasiyana analytics, nezvimwe.
- Global data pazvinhu zvevatengi, nhamba dzekutengesa kubva kune yakavhurika uye yakavharwa masosi.
- Text analytics, social network yekutarisa.
Technology mitemo
Muna 2001, kukosha kwakabatanidzwa kwemhando kwakafungidzirwa pamadhora 988 bhiriyoni. Nhasi yatove $2,1 tiririyoni uye inoratidza kuwedzera kwepagore kukura kwe4,4%. Kwemakore, hofori dzepasi rose dzetekinoroji dzakakwira mudenga uye ikozvino dzinotora chikamu chakakosha chehuwandu hwemhando yemhando.
Nhasi, 700 yepamusoro ine mutengo wakabatanidzwa we $ 10 bhiriyoni, uye makambani ehunyanzvi anotora hafu yemhando gumi dzinokosha kwazvo pasi rose. Izvo hazvingashamisi chero munhu kuti Apple inochengeta zita reiyo inonyanya kukosha mhando munyika muna 2019 - kwegore rechinomwe rakateedzana.
Mabhuranzi makumi matatu nerimwe chete kubva padanho ra31 ndiwo anoramba ari pane yazvino rondedzero yemhando yepamusoro yepasirese, kusanganisira Disney, Nike uye Gucci. Coca-Cola neMicrosoft ndevamwe vevashoma vakasara vari mugumi.
Pazasi pane epamusoro makumi maviri emhando dzakanyanya kukosha munyika. Iyo IT indasitiri inoratidzirwa mubhuruu.
| Chinzvimbo | Mutengo | Brand kukosha ($ bhiriyoni) | Shanduko pagore | Indasitiri |
|---|---|---|---|---|
| #1 | apuro | $234 bhiriyoni | ↑ 9% | IT uye tekinoroji |
| #2 | $168 bhiriyoni | ↑ 8% | IT uye tekinoroji | |
| #3 | Amazon | $125 bhiriyoni | ↑ 24% | IT uye tekinoroji |
| #4 | Microsoft | $108 bhiriyoni | ↑ 17% | IT uye tekinoroji |
| #5 | Coca-Cola | $63 bhiriyoni | ↓ -4% | Inwa |
| #6 | Samsung | $61 bhiriyoni | ↑ 2% | IT uye tekinoroji |
| #7 | Toyota | $56 bhiriyoni | ↑ 5% | Auto |
| #8 | Mercedes Benz | $51 bhiriyoni | ↑ 4% | Auto |
| #9 | McDonald raMwari | $45 bhiriyoni | ↑ 4% | Public catering |
| #10 | Disney | $44 bhiriyoni | ↑ 11% | Kuvaraidza |
| #11 | BMW | $41 bhiriyoni | ↑ 1% | Auto |
| #12 | IBM | $40 bhiriyoni | ↓ -6% | IT uye tekinoroji |
| #13 | Intel | 40 bhiriyoni | ↓ -7% | IT uye tekinoroji |
| #14 | $40 bhiriyoni | ↓ -12% | IT uye tekinoroji | |
| #15 | Cisco | $35 bhiriyoni | ↑ 3% | IT uye tekinoroji |
| #16 | Nike | $32 bhiriyoni | ↑ 7% | Kutengesa |
| #17 | Louis Vuitton | $32 bhiriyoni | ↑ 14% | Kutengesa |
| #18 | pangataura | $26 bhiriyoni | ↑ 1% | IT uye tekinoroji |
| #19 | General Electric | $25 bhiriyoni | ↑ 22% | Multi-indasitiri. |
| #20 | SAP | $25 bhiriyoni | ↑ 10% | IT uye tekinoroji |
Mamwe ma brand kubva ku TOP 100Makambani ayo, nokuda kwechikonzero chimwe kana chimwe, asina kuverengerwa muchikamu chegore rapfuura anomakwa seNtsva.
| Chinzvimbo | Mutengo | Brand kukosha ($ bhiriyoni) | Shanduko pagore | Indasitiri |
|---|---|---|---|---|
| #21 | Honda | $24 bhiriyoni | ↑ 3% | Auto |
| #22 | Chanel | $22 bhiriyoni | ↑ 11% | Kutengesa |
| #23 | American Express | $22 bhiriyoni | ↑ 13% | IT uye tekinoroji |
| #24 | Pepsi | $20 bhiriyoni | ↓ -1% | Inwa |
| #25 | JP Morgan | $19 bhiriyoni | ↑ 8% | Mari |
| #26 | Ikea | $18 bhiriyoni | ↑ 5% | Kutengesa |
| #27 | kupota | $18 bhiriyoni | ↑ 7% | Logistics |
| #28 | Hermes | $18 bhiriyoni | ↑ 9% | Kutengesa |
| #29 | Zara | $17 bhiriyoni | ↓ -3% | Kutengesa |
| #30 | H&M | $16 bhiriyoni | ↓ -3% | Kutengesa |
| #31 | Accenture | $16 bhiriyoni | ↑ 14% | Bhizinesi mabasa |
| #32 | Budweiser | $16 bhiriyoni | ↑ 3% | Doro |
| #33 | Gucci | $16 bhiriyoni | ↑ 23% | Kutengesa |
| #34 | Pampers | $16 bhiriyoni | ↓ -5% | FMCG |
| #35 | Ford | $14 bhiriyoni | ↑ 2% | Auto |
| #36 | Hyundai | $14 bhiriyoni | ↑ 5% | Auto |
| #37 | Gillette | $14 bhiriyoni | ↓ -18% | FMCG |
| #38 | Nescafe | $14 bhiriyoni | ↑ 4% | Inwa |
| #39 | Adobe | $13 bhiriyoni | ↑ 20% | IT uye tekinoroji |
| #40 | Volkswagen | $13 bhiriyoni | ↑ 6% | Auto |
| #41 | Citi | $13 bhiriyoni | ↑ 10% | Zvemari mabasa |
| #42 | Audi | $13 bhiriyoni | ↑ 4% | Auto |
| #43 | Allianz | $12 bhiriyoni | ↑ 12% | Inishuwarenzi |
| #44 | ebay | $12 bhiriyoni | ↓ -8% | IT uye tekinoroji |
| #45 | Adidas | $12 bhiriyoni | ↑ 11% | Mafashoni, zvipfeko |
| #46 | Axa | $12 bhiriyoni | ↑ 6% | Inishuwarenzi |
| #47 | HSBC | $12 bhiriyoni | ↑ 5% | Mari |
| #48 | Starbucks | $12 bhiriyoni | ↑ 23% | Public catering |
| #49 | Philips | $12 bhiriyoni | ↓ -4% | Electronics |
| #50 | Porsche | $12 bhiriyoni | ↑ 9% | Auto |
| #51 | L'oreal | $11 bhiriyoni | ↑ 4% | FMCG |
| #52 | Nissan | $11 bhiriyoni | ↓ -6% | Auto |
| #53 | Goldman Sachs | $11 bhiriyoni | ↓ -4% | Mari |
| #54 | Hewlett Packard | $11 bhiriyoni | ↑ 4% | IT uye tekinoroji |
| #55 | vhiza | $11 bhiriyoni | ↑ 19% | IT uye tekinoroji |
| #56 | Sony | $10 bhiriyoni | ↑ 13% | IT uye tekinoroji |
| #57 | kelloggs | $10 bhiriyoni | ↓ -2% | FMCG |
| #58 | Siemens | $10 bhiriyoni | ↑ 1% | IT uye tekinoroji |
| #59 | Danone | $10 bhiriyoni | ↑ 4% | FMCG |
| #60 | Nestle | $9 bhiriyoni | ↑ 7% | Inwa |
| #61 | Canon | $9 bhiriyoni | ↓ -9% | IT uye tekinoroji |
| #62 | Mastercard | $9 bhiriyoni | ↑ 25% | IT uye tekinoroji |
| #63 | Dell Technologies | $9 bhiriyoni | New | IT uye tekinoroji |
| #64 | 3M | $9 bhiriyoni | ↓ -1% | IT uye tekinoroji |
| #65 | Netflix | $9 bhiriyoni | ↑ 10% | Kuvaraidza |
| #66 | Colgate | $9 bhiriyoni | ↑ 2% | FMCG |
| #67 | Santander | $8 bhiriyoni | ↑ 13% | Mari |
| #68 | Cartier | $8 bhiriyoni | ↑ 7% | Zvinhu zveumbozha |
| #69 | Morgan Stanley | $8 bhiriyoni | ↓ -7% | Mari |
| #70 | Salesforce | $8 bhiriyoni | ↑ 24% | IT uye tekinoroji |
| #71 | Hewlett Packard Enterprise | $8 bhiriyoni | ↓ -3% | IT uye tekinoroji |
| #72 | PayPal | $8 bhiriyoni | ↑ 15% | IT uye tekinoroji |
| #73 | FedEx | $7 bhiriyoni | ↑ 2% | Logistics |
| #74 | Huawei | $7 bhiriyoni | ↓ -9% | IT uye tekinoroji |
| #75 | Lego | $7 bhiriyoni | ↑ 5% | FMCG |
| #76 | shondya | $7 bhiriyoni | ↑ 19% | Multi-indasitiri. |
| #77 | Ferrari | $6 bhiriyoni | ↑ 12% | Auto |
| #78 | Kia | $6 bhiriyoni | ↓ -7% | Auto |
| #79 | Corona | $6 bhiriyoni | ↑ 15% | Doro |
| #80 | Jack Daniels | $6 bhiriyoni | ↑ 13% | Doro |
| #81 | Panasonic | $6 bhiriyoni | ↓ -2% | IT uye tekinoroji |
| #82 | Dior | $6 bhiriyoni | ↑ 16% | Mafashoni, zvipfeko |
| #83 | dhl | $6 bhiriyoni | ↑ 2% | Logistics |
| #84 | John Deere | $6 bhiriyoni | ↑ 9% | Multi-indasitiri. |
| #85 | Land Rover | $6 bhiriyoni | ↓ -6% | Auto |
| #86 | Johnson & Johnson | $6 bhiriyoni | ↓ -8% | Kutengesa |
| #87 | ber | $6 bhiriyoni | New | IT uye tekinoroji |
| #88 | Heineken | $5,626 | ↑ 4% | Doro |
| #89 | Nintendo | $6 bhiriyoni | ↑ 18% | Kuvaraidza |
| #90 | MINI | $5 bhiriyoni | ↑ 5% | Auto |
| #91 | kuwanikidza | $5 bhiriyoni | ↓ -4% | Kuvaraidza |
| #92 | Spotify | $5 bhiriyoni | ↑ 7% | IT uye tekinoroji |
| #93 | KFC | $5 bhiriyoni | ↑ 1% | Public catering |
| #94 | Tiffany & Co | $5 bhiriyoni | ↓ -5% | Mafashoni, zvipfeko |
| #95 | Hennessy | $5 bhiriyoni | ↑ 12% | Doro |
| #96 | Burberry | $5 bhiriyoni | ↑ 4% | Mafashoni, zvipfeko |
| #97 | Shell | $5 bhiriyoni | ↓ -3% | Energy |
| #98 | $5 bhiriyoni | New | IT uye tekinoroji | |
| #99 | Harley Davidson | $5 bhiriyoni | ↓ -7% | Auto |
| #100 | Prada | $5 bhiriyoni | ↓ -1% | Mafashoni, zvipfeko |
Muna 2001 (gore rekutanga mushumo), mabhureki zana akatanga kumiririrwa. Kubva ipapo, makambani akati wandei etekinoroji akabatanidza bandwagon uye akakwira kumusoro kwechinyorwa. Nepo 100 mabhureki anozivikanwa (kusanganisira Nokia neMTV) akaverengerwa muyero mumakore apfuura.
ndokubva adonha kubva mairi.
Mukuchinja kunoshamisa, Facebook yakanga iri pane imwe nguva yepamusoro gumi, asi yakabva yawa kubva kune gumi uye yakatora nzvimbo ye10 mushure megore rakaoma. Zvisinei, izvi hazvishamisi. Tekinoroji hofori yakapinzwa mumatare edzimhosva kubva pakuvanzika kwedata kusvika kune pesvedzero yezvematongerwo enyika.
Ndeapi mabhureki ari kukurumidza kukurumidza?
Mabhureki ari kukurumidza kukura e2019 anoratidzawo kutonga kwetekinoroji, neMastercard, Salesforce neAmazon inotungamira nzira.
Makambani ari muchirongwa ichi akura zvakanyanya zvichienzaniswa negore rapfuura.
| Chinzvimbo | Mutengo | Brand kukosha ($ bhiriyoni) | Shanduko pagore | Indasitiri |
|---|---|---|---|---|
| #1 | Mastercard | $9 bhiriyoni | ↑ 25% | IT uye tekinoroji |
| #2 | Salesforce | $8 bhiriyoni | ↑ 24% | IT uye tekinoroji |
| #3 | Amazon | $125 bhiriyoni | ↑ 24% | IT uye tekinoroji |
| #4 | Gucci | $16 bhiriyoni | ↑ 23% | Retail kutengeserana |
| #5 | Starbucks | $12 bhiriyoni | ↑ 23% | Public catering |
| #6 | Adobe | $13 bhiriyoni | ↑ 20% | IT uye tekinoroji |
| #7 | vhiza | $11 bhiriyoni | ↑ 19% | IT uye tekinoroji |
| #8 | shondya | $7 bhiriyoni | ↑ 19% | Multi-indasitiri. |
| #9 | Nintendo | $6 bhiriyoni | ↑ 18% | Kuvaraidza |
| #10 | Microsoft | $108 bhiriyoni | ↑ 17% | IT uye tekinoroji |
Kubudirira kwemhando idzi kunogona kuve kwakakonzerwa nekugona kwavo kutarisira kuchinja zvine simba zvinotarisirwa nevatengi.
Nepo hukama pakati pekuita kwebhizinesi nekuenzana kwemhando kwave kukurukurwa zvakanyanya kwemakumi emakore, zviri pachena kuti kugutsikana kwevatengi kunobatsira kusimbisa brand uye kunobatsira kune zvinokatyamadza mhedzisiro yemari.
Dhonza mitemo yako, zvikasadaro vakwikwidzi vako vanokutyora
Pamusoro pekufungidzira kushanduka kwezvinodiwa, mamwe emhando dzakanyanya kubudirira ari kunanga kune vadiki vatengi. Izvi zvinonyanya kucherechedzwa mune zveumbozha uye zvekutengesa, maviri eanokurumidza-kukura zvikamu zvegore rechipiri rakateedzana.
Vateereri vechidiki mune zvavanoda zvekutenga zvakanangana nehunyanzvi hwekuita tekinoroji, zviri kuramba zvichinyanya kuda uye vanofarira kugovana zviitiko kune mumwe nemumwe. Nekuda kweizvozvo, mabhureki echinyakare kumaindasitiri ese ari kuvandudza kuchengetedza vateereri ava, uye mamwe makambani ari kunyanya kuve epamusoro-tech ivo pachavo mukuita.
Gucci, semuenzaniso, inobatanidza kuvandudzwa kwayo ikozvino nekutsvaga kweiyo yakanakira musanganiswa wekugadzira uye tekinoroji. Iyo kambani, ine hwaro hwebhizinesi hwayo hwave hwayo hwenhoroondo, yave kutarisa zvakanyanya pa-e-commerce uye social media kuita nevatengi vayo veGen Z.
Saizvozvo, Walmart nguva pfupi yadarika yakazivisa kuti iri kushandisa chaiwo echokwadi mahedhifoni uye muchina kudzidza marobhoti kukwikwidza neAmazon.
Makambani ese echinyakare anozopedzisira ave makambani etekinoroji-kana kuti anongodyiwa ari mupenyu here?
Verenga zvakare pane EDISON Software blog:
Source: www.habr.com