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I-Weathering The Storm Ngesu Lakho Lokumaketha Kwedijithali: Isinyathelo Ngesinyathelo Umhlahlandlela Wokuvikela Inzuzo Ezimakethe Ezingaqinile

Akuyona imfihlo ukuthi izimo zemakethe zishintshe kakhulu kulo nyaka odlule. Ukwehla kwamandla emali okuphezulu, umthelela wempi yase-Ukraine, nezinye izici ezimbalwa kuholele emazingeni okukhula aphansi kakhulu abonwe iminyaka eminingi. Ngenhlanhla, amasu okumaketha akudingeki ukuthi aguquke ngokuzenzakalelayo kanye nemakethe engazinzile. Esikhundleni sokunciphisa izindleko ngokushesha, kukhona amashifu amasu izinkampani ezingawenza ukuze zivikele inzuzo yazo. 

Okubalulekile wukugwema ukugijimela ezinguqukweni zamasu amakhulu. Eqinisweni, amabhizinisi edijithali kufanele ehlise ijubane futhi azinike isikhathi sokuhlola ukuthi yini ewumgogodla wempumelelo yenkampani yawo. Esikhundleni sokwenza izinguquko ezisheshayo ukunciphisa izindleko nokumosha, gxila kulokho okwenza inkampani yenze inzuzo ngezikhathi zokungaguquguquki. Ngenhlanhla, lokhu kungenziwa ngempumelelo ngokuphinda kutshalwe imali emigomeni emine ebalulekile yebhizinisi, ngaphakathi nangaphandle. 

Isinyathelo 1: Faka Imali Kumakhasimende Akhona

Esikhundleni sokulahlekelwa amakhasimende ngenxa yokuwohloka komnotho, banikeze inani elengeziwe elenyusa ukwethembeka. Noma yiliphi ibhizinisi ledijithali lingafinyelela lokhu ngokulalela amakhasimende alo futhi ligxile ezintweni eziwenza ahluke emqhudelwaneni - kokubili okubalulekile ngezikhathi zokuntengantenga.

Isinyathelo sokuqala kufanele kube ukuhlola kabusha ukuhlukaniswa okukhona kwamakhasimende. Umenzi wamawashi ohamba phambili emhlabeni jikelele uthathe le ndlela ukuze ajulise ukuqonda kwakhe abathengi ababalulekile. Ngokuthwebula imininingwane mayelana namaqoqo akhona amakhasimende kusukela ekuvakasheni kwewebhusayithi nezinhlolovo, umkhiqizo usebenzise ukukhangisa okuqondiswe kakhulu kanye nokuzizwisa komuntu siqu okusekelwe kusisekelo solwazi olungahlonzi umuntu siqu. 

Khumbula, amakhasimende angcono kakhulu yilawo anikeza inani eliphakeme kakhulu kunoma yiliphi ibhizinisi - futhi ahlala ebuya. Kungakho kubaluleke kakhulu ukutshala imali ekuletheni umuzwa ongcono kakhulu ongakhona kulawa makhasimende aphezulu. Noma iyiphi inkampani engathuthukisa ukusebenzisana kwamakhasimende ukuze inikeze umuzwa ongcono kakhulu izoklonyeliswa ngokuphinda ibhizinisi - inikeze inani esikhathini esifushane kanye nokuqinisekisa inkampani esikhathini esizayo.

Okuxhumene nalokhu kunciphisa ukulahlekelwa kwamakhasimende, njengoba lingekho ibhizinisi elingakwazi ukulahlekelwa amakhasimende akhona phakathi nokuwohloka komnotho. Ngakho-ke amabhizinisi kufanele acabangele ukuthi ingabe isu lawo ligxile kakhulu ekuguquleni kokuqala, noma lilungiselelwe ngempela ukubuyisa amakhasimende. Uma kungokokuqala, inselele yokuguqula umthamo owehlayo wokusebenzelana ube yibhizinisi izoba nzima nakakhulu.

Isinyathelo sesi-2: Lungiselela Amaqhinga Akho Okuthengisa Akhona

Ngezikhathi eziyinselelo, qinisekisa ukuthi isabelomali sokumaketha, kanye nemisebenzi yaso elandelayo, sisekela izinto ezibalulekile enkampanini ezibanzi. Thola isithombe esicacile somthelela wokusetshenziswa kwemali kwezokuthengisa emgqeni ongezansi. Kukuphi ukuchitha okunomthelela omkhulu? Yiziphi iziteshi zokutholwa zenani eliphezulu? Lungiselela ifaneli yokutholwa kanye nendlela yokuthengisa ekhokhelwayo yedijithali ngendlela eyimbudumbudu. Yilokhu okuzosiza amabhizinisi edijithali ahlonze amaphakethe okukhula kanye nezindawo ezingathuthukiswa, okuyisinyathelo sokuqala sokuqhubekisela phambili imisebenzi. 

Isibonelo, uma isidingo nokukhiqizwa komthofu kuyimisebenzi ebalulekile, gxila ekuhlonzeni amaqhinga abonakala ephumelela kakhulu. Amabhizinisi kufanele alungele ukuhlola izindlela ezahlukahlukene futhi athuthukise lezo ezisebenza kahle kakhulu. Lapho amabhizinisi abonakala kakhulu kanye nobumbudumbudu eba seqophelweni lemikhondo yawo kanye nohambo oluya ekuguquleni, kulapho kuzodingeka abe nobubanzi obuningi bokusebenzisa okufundiwe futhi aqhubeke ethuthukisa i-ROI.

Ukwengeza, ukwenza kahle ingxube yokumaketha kungaba yindlela ephumelelayo yokwandisa izikhathi ze-inthanethi ezisezingeni eliphezulu ngenkathi unciphisa izindleko. Lokhu kungafinyelelwa ngokusebenzisa amandla esayensi yedatha, njengokwakha imibiko ezikhiqizayo equkethe izincomo zezindleko zokumaketha kanye nokukhushulwa okulindelekile. Le mibiko ingabe isithunyelwa eminyangweni yezindaba ebhidekayo njengengxenye yesu lokumaketha.

Isinyathelo sesi-3: Sebenzisa Idatha Ukuze Wazise Izinyathelo Ezilandelayo

Isisekelo sokuqonda imakethe yamanje siwumqondo oqhutshwa yidatha, njengoba lokhu kuzosiza amabhizinisi asebenze ngempumelelo enkulu. Uma kwenzeka ukushaqeka kwangaphandle, abaholi bedijithali badinga ukuphindaphinda kabili kudatha nezibalo ukuze baqonde ukuthi kwenzekani nokuthi kungani.

Ngokombono wezibalo, ukwenza kahle lokhu kuziphatha kunganikeza amakhasimende amasha nemininingwane yemakethe futhi kuveze inani elifihliwe ngaphambilini. Lokhu kungenzeka kuphela ngomcabango oqhutshwa yidatha, lapho idatha yokuziphatha yamakhasimende nabavakashi bewebhusayithi isetshenziselwa ukuhlola imibono eqanjiwe kanye nokusekela ukusungulwa.

Isibonelo, u-Valtech usanda kusebenza kuphrojekthi yedatha nomkhiqizi we-B2B womhlaba wonke kanye nomhlinzeki wezixazululo womkhakha wokwakha nengqalasizinda. Ukuze sisekele ukwethulwa kwebhizinisi layo le-e-commerce ezimakethe ezingaphezu kuka-20, sixhume yonke imithombo yedatha efanelekile (imithombo yethrafikhi, ukuziphatha kwewebhu, amasistimu ezezimali, njll.) ukuze silethe ukubika okulungile nemininingwane. Lokhu kuvumela amaqembu omhlaba enkampani nezimakethe zasendaweni ukuthi zithuthukise ukusebenza kwazo ngokusekelwe emaqinisweni kanye nemininingwane efanele eqhutshwa yidatha.

Khumbula ukuthi umqondo osuselwe kudatha kufanele usetshenziswe kulo lonke uhambo lwamakhasimende, futhi. Ngedatha ewumnyombo wokusebenza kwawo, amabhizinisi azodalula amathuba okuzuza imali eyengeziwe futhi andise ukuguqulwa ngokusungula izinqubo zokuhlola isilinganiso-sokufunda. Lokhu kusebenza kokubili ezinzuzweni ezilinganiselwe nasemathubeni okukhula ngezinga elikhulu, kokubili okunomthelela ekwenzeni umncintiswano uphumelele.

Isinyathelo sesi-4: Gxila Ekusebenzeni Kahle Nokugeleza Kwangaphakathi 

Okokugcina, kubalulekile ukubhekana nesakhiwo esikhona sokusebenza senkampani kanye namandla nobuthakathaka obumphumela. Ngokukhomba ukungasebenzi kahle kokuhamba komsebenzi kanye nokuzinika isikhathi sokuthuthukisa noma ukulungisa izinqubo - kanye nokuhlola kabusha izakhiwo zangaphakathi nezigaba - amabhizinisi azoba sesimweni esingcono kakhulu sokuvikela inzuzo yawo.

I-brand yokuthengisa yase-Danish Coop inikeza isibonelo esihle kakhulu senkampani eguqule imodus operandi yayo yangaphakathi lapho ibhekene nokwehla kwesidingo semakethe eku-inthanethi. Iphinde yagxilisa izinsiza zayo kanye nabasebenzi emaqenjini ahlukahlukene, ngenhloso yokuthuthukisa ukusebenza kahle kwezohwebo emikhakheni emithathu ebalulekile: amanani, ukumaketha, kanye nezinhlobonhlobo/isitoko. Lolu shintsho lwenhlangano lusize i-Coop ukuthi ithuthukise ukusebenza kokuthengisa futhi yambule okufundiwe okubalulekile osekusetshenziswe njengengxenye yokusetha okuqinile kokusebenza.

Ekugcineni, ukuqonda indlela yokusabela ezikhathini zokungaqiniseki akulula. Kodwa-ke, kunezinyathelo eziningi amabhizinisi edijithali angazithatha ukuze aphumelele ngisho nasezikhathini ezinzima kakhulu. Ngokugxila kulezi zindawo ezine, bazokwazi ukusebenzisa amathuba amasha futhi bavule inani obekungeke kubonakale lingenzeka ngaphambilini.

Blair Roebuck

UBlair Roebuck uyiPhini Likamongameli Wezesayensi Yezokumaketha eNyakatho Melika ku I-Valtech. Ubuchwepheshe bakhe bulele ekwenzeni kube ngokwakho, ukwenza ngokugcwele, izibalo, namasu edatha ukuze akhiphe amandla edatha kumakhasimende. I-Marketing Science iyingxenye ye-Valtech yaseNyakatho Melika ezinikele ekukaleni, isu, idatha, izibalo, amadeshibhodi kanye nokwenza ngcono izinga lokuguqulwa.

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