Coj mus muag ntau yam ntawm cov khoom

Lub tuam txhab, uas yog tsim tshiab hom ntawm cov khoom yuav tsum hais cov lus nug txog cov khoom portfolio.

Khoom ntau yam - yog ib tug tej yam pab pawg neeg ntawm cov khoom uas yuav zoo txog rau txhua lwm yam los ntawm cov kev zoo sib thooj ntawm cov lag luam, cov neeg ntawm cov neeg muas zaub, hom realizing lawv coj mus muag lag los yog nqi ntau.

Piv txwv li, lub chaw tsim tshuaj paus assortimetnom "Revlon" yog ib pab pawg neeg ntawm tshuaj pleev ib ce, "General cov Motors lwm yam" - tsheb, "Panasonic" - TV thiab video.

Cov khoom txoj cai loj tshaj kev txaus siab yog ib pawg ntawm cov khoom uas hais tias tau zoo xws li cov functions.

Cov khoom ntau yog yus muaj los ntawm cov ntsiab lus raws li latitude (tus naj npawb ntawm kev thov khoom pawg), lub qhov tob (tus xov tooj ntawm cov khoom nyob rau hauv txhua pawg), saturation (khoom loj hlob raws li qhov sib ntxiv ntawm cov khoom tshiab), kev sib raug zoo (Khoom sib thooj rau cov tsim txoj kev, tis raws, kawg neeg) rationality (muaj peev xwm kom los siav tus neeg muas zaub), stability (muaj peev xwm kom tau raws li kev thov), innovation (muaj peev xwm kom tau raws li cov kev hloov xav tau kev pab ntawm cov neeg muas zaub).

Latitude, uas characterizes lub ntau yam, diversify khoom rau cov neeg uas yuav tsum tau nyob rau hauv thiaj li yuav txhawb kom lawv yuav nyob rau hauv ib qho chaw. Yog hais tias lub tuam txhab ua ob peb yam khoom pab pawg, ces nws los txog rau lub khoom nomenclature. Nyob rau zus tau tej cov ob peb yam khoom pab pawg khiav nyob rau hauv ntau loj npe, "Avon" (nyob rau hauv ntau uas muaj xws li peb cov khoom pawg: tshuaj pleev ib ce, tsev neeg cov khoom, hniav nyiaj hniav kub), "Samsung" (ib pab pawg neeg ntawm video thiab TV ti teg taw, tsev khoom siv, telecommunication chaw), " Procter & Twv txiaj "(uas ua rau ntau yam rau cov khoom pawg: detergents, uas cov pawm, cov tshuaj txhuam hniav, deodorant, xab npum, kas fes).

Lub qhov tob ntawm cov khoom ntau yam - yog muaj peev xwm kom tau raws li cov kev xav tau sib txawv ntawm cov qhua tuaj noj mov feem rau ib qho kev hom ntawm cov khoom. Piv txwv li, cov tshuaj txhuam hniav tej zaum yuav muab muag nyob rau hauv sib txawv ntim nrog sib txawv yam ntxwv thiab muaj pes tsawg leeg.

Kev tsuas xyaus ntawm cov khoom ntau yam - yog qhov sib ntxiv ntawm cov khoom tshiab nyob rau hauv lub uas twb muaj lawm ntau yam, tus tshiab cov khoom muaj ho txawv los ntawm uas twb muaj lawm sawv daws yuav. Qhov no tshwm sim thaum ib tug ruaj thov kom tau ib tug thawj coj, load peev xwm nyob rau hauv kom tsis txhob downtime technology, sim kom tiv thaiv txoj kev loj hlob ntawm kev sib tw. Ib qho piv txwv ntawm siab saturation ntau yog "Procter & Twv txiaj", uas ua txog nees nkaum hom detergents.

Saturation ntau ua rau yus muaj zog cov nqi, vim hais tias muaj yog ib tug yuav tsum tau tswj cov lus nug, hloov cov khoom. Muaj yog ib qho xwm txheej ntawm oscillation tis. Yog li ntawd, cov khoom portfolio nyob rau hauv marketing yuav tsum tau txawj xav tswj kom muaj cov profitability ntawm lub tuam txhab thiab cov kev vam meej sib ntaus tawm tsam cov neeg sib tw.

Management cov khoom ntau yam - yog lub sib haum ntawm ntau yam kev ua ub no: kev ua lag luam kev tshawb fawb, kev tsim qauv, scientific thiab cov kev ua hauj lwm, lub koom haum ntawm kev muag khoom, advertising, cov kev pab, hnia thov. Lub complexity ntawm no ua hauj lwm yog ib yam uas txaus complexity ntawm uniting tag nrho cov ntsiab. Yog hais tias koj ua tsis tau, ces lub tuam txhab yuav tsis tau pib los tsim cov khoom uas tus neeg muas zaub xav tau kev pab, thiab cov uas yog haum rau zus tau tej cov muaj kev sib cais. Marketing pom qhov teeb meem no raws li ib tug tib neeg contradiction mus rau dab tsi koj yuav tau ua yog ua tau mus cuag efficiency.

assortment tswj cov hom phiaj yog los tsim ib tug neeg khoom specifications, nws hloov lwm lub tsev mus rau lub project department thiab nrhiav tau hais tias tus tsab tau coj tuaj rau tus neeg uas yuav tsum tau. Tsuas yog nyob rau hauv no txoj kev uas nws yuav ua tau zoo ua tau mus nqis peev nyob rau hauv ib tug kev hloov kho ntawm cov khoom, ntau dua li siv nyiaj rau advertising obsolete khoom. assortment tswj yog ua li tus neeg saib xyuas.