Marketing tshawb: khoom, ib tug txheej txheem piv txwv. qhov chaw tshawb

Marketing tshawb - qhov no yog ib tug ntawm cov tseem ceeb tshaj plaws lub sij hawm nyob rau hauv lub zoo lag luam ntawm lub enterprise. Nws yuav tau ris rau nws tus kheej los yog nrog kev pab los ntawm sab nraum cov kws txawj.

lub ntsiab txhais

Marketing tshawb - ib tug tswj kev ua aimed ntawm kev txheeb xyuas cov shortcomings nyob rau hauv lub system ntawm li thiab profits txuam nrog lawv. Raws li cov kev xeem tau pom zoo yog ua tau, thiab tau tuav pej rau qhov teeb meem.

Marketing tshawb - ib tug systematic, periodic, hom phiaj, thiab feem ntau cov tseem ceeb - ywj siab tshawb. Nws muaj feem xyuam tsis tau tsuas yog nrog tab sis kuj lwm ib puag ncig. Cov tshev yuav nqa tawm ob los ntawm lub koom haum raws li ib tug tag nrho thiab nws cov neeg departments. Cov kev ua no aims kom paub tias "bottlenecks" nyob rau hauv lub tshav pob ntawm kev lag luam, raws li tau zoo raws li nqus tau ib lub hom phiaj mus rau qhov lawv.

hauv paus ntsiab lus

Ob lub sab hauv thiab sab nraud ua li tshawb yog ua nyob rau hauv raws li cov qauv. Cov no muaj xws li nram qab no cov khoom:

• Comprehensiveness. Qhov tshawb yuav tsum tsis txhob txwv mus rau lub tsom xam ntawm problematic tej teeb meem. Nws yuav ib tug kev soj ntsuam ntawm tag nrho cov kev lag luam kev ua ub no.
• Regularity. Audit tej yam ua yuav tsum tau streamlined thiab zoo ib yam. Nyob rau hauv no mob yuav tsum them rau tsis tsuas cov internal kev sib cais, tab sis kuj cov ib puag ncig.
• Independence. Marketing tshawb yuav tsum tau nqa tawm impartially. Yog hais tias ib lub hom phiaj ywj siab tshawb fawb tsis yooj yim sua, sab nraum cov kws txawj yuav tsum tau muab kev koom tes.
• Periodicity. Feem ntau cov kev tswj yuav pib ib tug li kev kuaj tsuas yog tom qab lub profit margins pib tsis kam. Yuav kom tiv thaiv lub ntsoog, tshawb yuav tsum tau nqa tawm tsis tu ncua nyob rau tej Team sib.

kev tshawb fawb chaw

Nyob rau hauv tus txheej txheem ntawm kev soj ntsuam cov tub txawg yuav ntsib nrog ob pab neeg ntawm indicators: cov neeg uas lawv muaj feem xyuam rau, thiab cov neeg tshaj cov kev tswj ntawm kev tswj. Yog li ntawd, ua li tshawb khoom no:

• sab hauv thiab sab nraud ib puag ncig;
• marketing zoo ntawm lub koom haum ;
• marketing system nyob rau hauv lub enterprise;
• daim ntawv ntawm cov lag luam tswj lub koom haum;
• cov hauj lwm zoo ntawm cov tam sim no system nyob rau hauv lub enterprise raws li ib tug tag nrho thiab rau nws cov neeg units.

Lub ntsiab theem

marketing tshawb txheej txheem yuav ib tug series ntawm tshwm sim los muaj cov kauj ruam. Cov no muaj xws li nram qab no:

• Preparatory theem. Rau ntawm no theem muaj ib tug ruaj hu ntawm tus thawj thov kev pab thiab auditor. Mus sib tham ntawm tseem ceeb lub sij hawm thiab pre-tswv yim. Tsis tas li ntawd, lub taub hau ntawm lub tuam tsev yuav tsum txiav txim kom mus muab kev soj ntsuam ntawm tag nrho cov ntaub ntawv tsim nyog.
• Mob. Lub auditor qhia txog cov tseem ceeb tshaj plaws cov lus tseeb hais txog li kev ua ub no thiab scrutinizes lawv. Tsim kev sib raug zoo, thiab cov neeg kawm ntawv raws li kev cai los yog npaj lub hom phaj. Nws yog ib nqi sau cia hais tias ntawm no theem lub auditor yuav ua ib co kev kho me ntsis nyob rau hauv lub koom haum ua hauj lwm los ntawm nug cov neeg ua.
• Planning. Rau ntawm no theem, cov kws muaj txuj yog tab tom nrhiav rau noj kev daws teeb meem. Lawv yog npaj rau offset losses los ntawm cov tsis profits, raws li zoo raws li los mus tiv thaiv lub sijhawm zoo nyob rau hauv lub neej yav tom ntej.
• Introduction. Nyob rau hauv kev npaj thiab kev siv ntawm lub tswv yim npaj ua ub no. Txawm li cas los, cov auditor tej zaum yuav siv nyob rau hauv tus txheej txheem no ncaj qha kev koom tes los yog ua tau tsuas yog nyob rau hauv ib tug tawm tswv yim luag hauj lwm.
• Xaus. Lub auditor muab cov neeg muas zaub nrog ib tug tag nrho cov daim ntawv qhia nyob rau hauv cov kev ua ub thiab cov thawj tau tiav. Lawv muaj peev xwm kuj yuav negotiated rau lub zeem muag rau ntxiv txoj kev koom tes.

Qhia tshawb kev ua si

Cov lag luam tshawb ntawm lub tuam txhab ua nyob rau hauv ob peb tseem ceeb txoj kev. Lawv muaj peev xwm yuav piav raws li nram no.

cheebtsam tshawb

Marketing tshawb raws li lub hauv paus rau ib lub lag luam zoo muaj xws li ib tug xov tooj ntawm Cheebtsam. Lub ntsiab sawv daws yuav yog cov nram qab no:

• tsom xam ntawm cov sab nraud li puag ncig (haum rau cov microenvironment, uas muaj xws li kev ua lag luam, sib tw, tis thiab lwm yam systems);
• tsom xam txog kev lagluam zoo (tsim qhov kev pab cuam thiab cov neeg ntawm nws siv);
• koom haum qauv tsom xam (kev tshawb fawb ua hauj lwm nyob rau hauv txhua chav tsev nyias, thiab kuj txiav txim cov hauj lwm zoo ntawm cov kev mus nruab nrab ntawm lawv);
• zoo tsom xam ntawm lub lag luam system (kev ntawm cov ntaub ntawv, cov hauj lwm zoo ntawm kev npaj, kev tswj, koom haum, thiab lwm yam ...);
• quantitative tsom xam ntawm lub lag luam system (profit nyob rau hauv kev sib raug zoo rau tus nqi ntawm lag luam ua ub no);
• haumxeeb tsom xam (kev ua lag luam thiab pricing txoj cai, tis raws, advertising thiab cov hauj lwm zoo ntawm pej xeem cov kev sib raug zoo).

Zoo thiab tsis zoo ntawm cov sab nraud tshawb

Heev lwm li tshawb, uas feem ntau OUTSOURCED tshwj xeeb cov koom haum. Nws yog tsiag ntawv los ntawm cov nram qab no zoo:

• xub ntiag ntawm nws kim heev kev nyob rau hauv lub teb;
• nyob rau ntawm lub ntaub ntawv tsim nyog los mus ua kom zoo tswj kev txiav txim siab;
• tshwj xeeb kev txawj ntse uas cov auditor yuav hloov kev tswj ntawm lub tuam txhab.

Cuaj kaum, muaj ib co kev tsis zoo uas characterize ib tug li tshawb. Cov kev pab cuam muaj cov loj drawbacks:

• tus nqi ntawm kev pab cuam ntawm lub auditor;
• pub leej twg paub cov lus qhia ntog mus rau hauv lub ob txhais tes ntawm peb-tog cov kws txawj, tab sis vim hais tias muaj yog qhov uas yuav ntawm to.

Nta Internal Audit

Internal li tshawb yuav muaj ib qho kev saib xyuas ntawm lub tuam txhab tus kheej. Qhov zoo ntawm cov no kev ua si yog cov nram qab no cov yam ntxwv:

• tseem ceeb nqi nyiaj;
• luam daim card yuav tsis mus dhau lub koom haum;
• Niaj hnub ua hauj lwm yog me ntsis txog cov lub specifics ntawm nws ua hauj lwm, thiab yog li ntawd tsis tau siv lub sij hawm sib sau ua ke cov ntaub ntawv.

Cuaj kaum, marketing tshawb tuam txhab uas muag yog tsis ib txwm tau mus nqa tawm nyob rau hauv nws tus kheej. Qhov no yog vim tej teem meem ntawm no hom ntawm kev ua si:

• Niaj hnub ua hauj lwm tsis yog ib txwm lub hom phiaj nyob rau hauv qhov kev soj ntsuam ntawm nws cov hauj lwm (qhov no yuav tshwm sim los ntawm cov specifics ntawm cov kev sib raug zoo nrog cov thawj coj, los yog ib tug lub siab xav mus nkaum lawv tus kheej yuam kev);
• tsis muaj kev kawm txawj thiab kev txawj ntse nyob rau hauv lub teb ntawm auditing.

QAUV li tshawb

Nyob rau hauv thiaj li yuav to taub yuav ua li cas rau txoj kev ntawm li tshawb yuav siv sij hawm qhov chaw, nws yog tsim nyog los xav txog nws nyob rau hauv lub generalized piv txwv. Wb hais tias muaj yog ib tug zoo ntawm fast-lag luam ua noj "Mai." Yog li ntawd, ua ntej lub auditor yuav tsum tau taw mus ntsuam xyuas cov tiag tiag lub xeev ntawm tej xwm txheej, raws li zoo raws li tsim tswv yim pom zoo rau yav tom ntej kev txiav txim.

Yog li, tus kws khomob tshwjxeeb yuav raws li nram no:

• Drafting yam ntxwv ntawm promotional kev ua ub no ntawm cov enterprise, uas sau rau nram qab no ntaub ntawv:
  • tag nrho cov nqi ntawm nws tus kheej-kev nthuav qhia;
  • kev luj xyuas ntawm qhov zoo ntawm promotional ntaub ntawv;
  • tis raws ntawm advertising (yuav ua li cas cov ntaub ntawv no tauj mus rau tus neeg);
  • tsim kom muaj txoj kev sib raug ntawm tus nqi ntawm cov advertising nyiaj txiag thiab profits ntawm lub enterprise, ua nyob rau hauv lub qhia lub sij hawm.
• Analysis ntawm cov ntaub ntawv rau txhua ceg:
  • kev kab ntsab ntawm qhov chaw;
  • kev ntsuam xyuas ntawm sab nraud tsim tsev;
  • lub functionality ntawm cov chav;
  • muaj kuab koom haum ntawm ua hauj lwm thiab cov chaw ntau lawm.
• Qhov ratio ntawm kev siv ntawm ntau lawm nrog tag nrho cov ntim ntawm profits:
  • txoj kev tshawb no ntawm accounting ntaub ntawv;
  • disaggregation luv luv tswj sij hawm rau ib tug ntau ncauj lus kom ntxaws tsom xam;
  • muab tso ua ke ntawm lub sij hawm, uas yuav teem cov bandwidth tsim ib chav tsev lub sij hawm (lub xov tooj ntawm cov neeg, tus nqi nruab nrab ntawm lub kos, lub ntau yam ntawm cov khoom muag);
  • kev soj ntsuam ntawm ntau lawm muaj peev xwm;
  • nqus mus ib lub rooj ntawm analytical cov ntaub ntawv tau rau tsav nyob rau hauv nrig txog kev pom daim ntawv.
• Ua ib daim ntawv qhia nyob rau hauv uas cov ntaub ntawv yuav tau muab:
  • lub hom phiaj duab uas piav txog lub tsheb rau txhua ceg;
  • tsom xam ntawm qhov kev thov rau txhua yam khoom nyob rau hauv lub chav tsev;
  • ntsiab txhais ntawm lub busiest hnub thiab cov sij hawm ntawm tej ceg rau;
  • rau txhua txhua tus cov ntsiab lus ntawm lub hwj chim yog tsim cov tswv yim rau kev txhim kho;
  • kev luj xyuas ntawm cov hauj lwm zoo ntawm cov tam sim no ua li system;
  • cov lus xaus hais txog tus functionality uas muaj thiab pej xeem thaj chaw venues.

Cov tshwm sim ntawm cov kev tshawb yuav tsum yog ib tug tag nrho daim ntawv qhia thiab ib tug xov tooj ntawm cov tswv yim pom zoo. Tag nrho cov ntaub ntawv no muaj ntaub ntawv nyob rau hauv daim ntawv ntawm cov nram qab no ntaub ntawv:

• npaj li kev ua ub no aimed ntawm cov tshem tawm ntawm raug thiab cov kev loj hlob ntxiv ntawm ceev ceev khoom noj khoom haus lag;
• qho kev txiav txim txoj kev npaj tswj ua cov permeability ntawm txhua tus ntawm cov ceg ib lub zuj zus;
• ib tug tag nrho cov daim ntawv qhia nyob rau hauv uas tsis yog raws kev cai nrog cov tswv yim rau nws tus kheej-kev pab.

qhov chaw tshawb

Nrog rau txoj kev loj hlob ntawm scientific thiab cov kev kawm muaj nws tus kheej page nyob rau hauv Internet yog ib lub hom phiaj yuav tsum rau lub koom haum, tswj kev vam meej. Site tshawb no yog raws li ib qho tseem ceeb raws li lub enterprise raws li ib tug tag nrho. Tej kev ua ub no muaj teem nyob rau kev pab tsom xam los paub txog thiab muaj tseeb tsis, raws li zoo raws li txhawb nws nyob rau hauv kev tshawb fawb xyaw. Yog li ntawd, auditing web page muaj xws li cov ntsiab lus:

• Analysis ntawm cov qauv. Nws muaj yuav pom los ntawm tus taw tes ntawm view ntawm cov ntaub ntawv muaj, raws li zoo raws li tus neeg siv kev. Ntxiv mus, qhov no tus taw tes yog qhov tseem ceeb rau lub lag luam ntawm kev tshawb fawb xyaw.
• Txoj kev tshawb no cov ntsiab lus. Cov ntaub ntawv nyob rau hauv qhov chaw no yuav tsum muaj tswv yim tseeb rau cov neeg siv. Nyob rau hauv tas li ntawd, nws yuav tsum cim.
• Usability. Lub tsev kawm ntawv yuav tsum tau ua zajlus kom thiab to taub rau cov neeg siv. Nyob rau hauv tas li ntawd, nws yuav tsum muaj ib tug zoo tsim.
• Analysis semantics. Tus txheem ntawm qhov chaw yuav tsum tau tam sim no keywords uas phim cov neeg siv 'queries nrov nrhiav xyaw. Txawm li cas los, cov kev pab yuav tsum tsis txhob nyuaj siab dhau los ntawm lawv.
• Verification meta tag. Nws txiav txim siab tsis tau tsuas yog los ntawm lawv cov xub ntiag, tab sis kuj raws li cov ntsiab lus ntawm qhov chaw.
• Analysis ntawm lub HTML-code. Tau nws tiav kev ua yuam kev checking, raws li zoo raws li lub logic ntawm tag kev tso kawm. Qhov no yog ib tug ntawm cov tseem ceeb tshaj plaws cov kauj ruam ntawm optimizing koj qhov chaw.
• Neeg rau zaub mov ua hauj lwm. Lub correctness ntawm cov lus teb rau cov neeg siv cov kev thov.
• qhov chaw kuaj raws kev cai.

Nws yuav tsum tau muab sau tseg tias tshawb ntawm yog ib tug Internet kev pab - nws yog ib lub hom phiaj yuav tsum nyob rau hauv hnub no tus lag luam tej yam kev mob. Raws li cov tau ices loj uas tsis, thiab optimizing tso ua ke txoj kev npaj. Txawm li cas los, nws yuav tsum coj mus rau hauv tus account tias qhov no txoj kev yog heev kim.

Piv txwv li qhov chaw tshawb

Es tham txoj kev yog ib tug li tshawb ntawm lub site. Ib qho piv txwv ntawm kev tshawb fawb yuav ua nyob rau hauv qhov chaw raws li kev tsim kho lub tuam txhab. Qhov no txoj kev no muaj xws li cov nram qab no theem:

• Analysis nkag teb chaws cov ntsiab lus. Cov no yog cov nplooj ntawv hauv lub site uas tus neeg siv nkag, los ntawm nram qab no qhov link los ntawm pawg neeg thib peb kev pab. Yog li ntawd, nyob rau hauv Feem ntau, lub ntsiab tsim txom ntog rau nplooj ntawv lub ntsiab. Tab sis nyob rau tej yam tseem ceeb raws li daim ntawv teev cov kev pab cuam los yog nqi, cov neeg siv tsis tshua muaj.
• tsis ua hauj lwm tsom xam. Rau lub tsev kawm active tivthaiv yuav tsum tsis txhob ntau tshaj 40%. Lub ntsiab yog vim li cas rau tsis ua hauj lwm - nws yog untargeted tsheb los yog cov kev muaj teeb meem rau lub site.
• Zuag qhia tag nrho cov tswv yim ntawm cov qauv siv. Rau kev tsim kho lub npe zoo xaiv tsis tsim. Firstly, nws tsis cuam tshuam los ntawm lub xaav ntawm lub cov ntaub ntawv, thiab tib ob, rau ib ntev lub sij hawm nyob twj ywm yam. Nws yog ib nqi hmoog rau cov ntaub ntawv blocks. Lub tsev kawm ntawv yuav tsum tau coj xwb qhov tseem ceeb cov ntaub ntawv, thiab ntxiv ntawv nyeem yog invalid.
• Analysis ntawm cov ntsiab lus thiab yuav tsum tau nqa tawm nplooj ntawm nplooj ntawv usability. Ib tug ntau yuam kev home page - yog qhov kev tso kawm ntawm cov ntaub ntawv nyob rau hauv thiaj li yuav sau qhov chaw. Cov ntaub ntawv yuav tsum tau purely tswv yim. Nyob rau hauv lub "Hais txog peb" yuav tsum yog tam sim no tsis tsuas cov kev nthuav qhia ntawm lub tuam txhab, tab sis kuj cov ntaub ntawv. Nws yog pom zoo kom hais tias txhua tus tsab xov xwm rooj vag ib tug muaj koob txuas mus rau Service Catalog khoom.
• Qhov tseem ceeb point yog rau kev tsom xam cov navigation ntawm qhov chaw resource. Nws yuav tsum muaj kuab thiab kev txawj ntse nkag. Yog li ntawd, feem ntau ntawm qhov chaw qauv ib tug neeg confuses. Nws yog tsis tsim nyog los tsim partitions nrog zoo xws li cov npe, los yog nrog ib yam kev kawm. Nws tseem yog tsis tsim nyog rau qhov chaw tseem ceeb cov ntaub ntawv nyob rau hauv lub thib ob zaub mov theem, txij li thaum nws suab tsis mus cov neeg siv.

Tom qab Ntsuam xyuas cov kev ntawm lub Internet neeg tuaj saib, li nram qab no tseem ceeb tswv yim pom zoo hais tias lawv tsim qhov chaw rau cov tuam txhab:

• txoj kev ntawm lub complex thiab multi-level ntawv qhia zaub mov, uas yuav confuse tau txais kev pab;
• lub orientation ntawm lub zaub mov tseem ceeb yuav tsum tau kab rov tav, uas saib kuas ntau npaum siv ntawm nplooj ntawv qhov chaw;
• rau nplooj ntawv lub ntsiab, nws yog pom zoo kom muab cov tseem ceeb tshaj plaws cov lus qhia (piv txwv li, ib co khoom yog ib yam khoom catalog, tshwj xeeb);
• nws tsis yog tsim nyog los muaj xws li ib qhov txuas rau cov ntaub ntawv qhia zaub mov.

Cov kev tuav ntawm ib tug txheej txheem xws li ib tug tshawb ntawm marketing, yog ib tug yuavtsum tau kawm uantej rau qhov zoo lag luam ntawm lub enterprise. Cov kev ua no yuav pab kom paub tias qhov khoob nyob rau hauv lub sij hawm thiab kho lub tswv yim.