BTL - he aha te mea tenei? BTL-pānuitanga - he aha te mea te reira? Ko te painga matua o BTL-pānuitanga

Kei te piki haere te ariā o kōrero hokohoko ngātahi. Kei roto te reira e rua pakanga tuku iho pānuitanga - ATL-pānuitanga me BTL-kōrero, me whanaunga tūmatanui. Ki te he mārama ki te pānuitanga puāwaitanga, te BTL mea katoa - he aha te mea tenei?

hoatu te aho

Ko ngā ATL me BTL puta āhua i te waenganui o te rautau 20. E rave rahi Kua rongo pea te kōrero o te rangatira nei i te hainatanga o te pūtea pānuitanga, tae atu i te utu o tufaki tauira hua noa, ka tuhia o ratou ake utu taketake i raro i te pīhono. E ai ki tenei kōrero, me i reira ko tetahi wehenga ki "ki runga ake i te aho" me "i raro i te raina". Ki te ATL utu ngā utu e pā ana ki te whakanohonga o ngā mōhiohio pānuitanga i roto i te pāpāho. He pouaka whakaata, reo irirangi, pānuitanga waho, pāpāho tā. E BTL hoki ngā ngā tikanga o te whakatairanga hoko. E tatau Whakapaunga i roto i tenei aronga i te katoa pūtea mo te whakatinanatanga o te kōrero hokohoko. Heoi, i reira te mea he huru o te tohatoha anō o pūtea BTL i te kāwai wäriu i roto i te matua.

BTL-ahumahi

BTL - he aha te mea tenei? Ko te wā English-reo e whakamahia ana ki te whakaahua kōrero hokohoko i runga i te parau tumu o te hanganga o te minenga ūnga rānei. Ko te translation mau o «i raro te raina» tikanga "i raro i te raina". Ko te taputapu hokohoko mohio, tae atu ki ngā hoko whakatairanga, whakanohonga o POS-rauemi, hokohoko, mēra tika, whakatairanga manawarü hoki kiritaki me ngā kaimahi o te mekameka hokohoko. Kei te whakapono te reira e ngā atu te BTL-pānuitanga, me te tuku ki te kawe i tika te tono ki te hoko i tetahi atu karere whakatairanga ranei ki te whakamutunga o te kiritaki takitahi. Ko te tikanga ko tino takitahi te karanga, a BTL mahi, kia rite ki te tikanga, i roto i te wahi o te hoko ranei te rohe o te whakatau hoko.

BTL i Russia

Ko te tōtika o te pāpāho pānuitanga tuku iho te āta iti, e arata'i ki te hua i roto i te mahi o BTL-mahi ki te whakapai ake i te kounga o te ahumahi me te whakanui ake i te pūtea ki te kawe i roto i ngā mahi whakatairanga. ATL- ko BTL-pānuitanga whakataetae mo te pūtea o te kiritaki. He maha ngā kamupene Russian hiahia ki te mahi ki ngä pokapü whatunga ki te waihanga tahi kaupapa. No te mea kei roto te reira i te tari katoa i roto i te āhua - he reira te utu, me te koretake. A e kore e etahi ara mohio he aha te BTL-kaupapa roto ko BTL katoa - he aha te mea tenei? paerewa Rangatōpū arataki whakaritenga o te Agency, tae atu te hunga mo te ahurei o te haere tonu ngā mahi whakatairanga.

Ko te take mo te rongonui o BTL

Kei te hoko kiritaki atu ohie ka ana, e hiahia ana ratou ki te matau ratou ake i roto i nga taonga e patua ana, whiwhi ratou mōhiohio atu whai hua, me i roto i ētahi wā, ka ki te tamata i te hua tapaea. tenei katoa tuku he pai te whakaritenga o BTL-ngā. BTL-pānuitanga hangaia tika ki te minenga ūnga me te hāngai i te mutunga kiritaki o ngā hua whakatairangatia ana. Oia mau, te painga pea o reira ka kia nui ki runga ake i te pānuitanga tuku iho i roto i te pāpāho, te wahi e katoa te karere pānuitanga, ahakoa o te tangata i roto i te hiahia tenei hua e kore ranei.

BTL-pakanga

whakamahi ti'amâraa BTL-pānuitanga te taputapu e whai ake nei ki te whakaawe ia kaihoko ngā: hoko whakatairanga, kōrero whaiaro, whanaunga tūmatanui, hokohoko, te whakamahi o te POS-rauemi, hui marketing.

Ka taea e hoki te kaiwhakamahi mutunga kaiwhakahaere BTL whakahere manawarū pērā tikanga rite kai mahi mo te issuance o te hoko o te mau horo'araa, riro-riro rota, tohatoha uiuia (tīpako), tohatoha o POS-rauemi. Hei whakaongaonga kaihoko, retailers me Distributors o Directors pā hokohoko. Ko reira he whakaatu o taonga i runga i te whakaatu me te porotiti me te aroturuki o te wātea o taonga i roto i te mara o hoko. whakaritea hoki hui, hui, whakataetae, sweepstakes.

Hoki ngā mahi hui-motuhake ngā whakaaturanga, hakari, kōnohete ki whakatairanga i te hua, te waitohu te waitohu i roto i kiritaki ranei. Measures ki te whakapiki ake i hoa mateaki, me ki e pā ana ki te kamupene. Tenei press hui, hui, whakaaturanga. He he ano hoki te ngā motuhake ngā hōtaka ki te whakapakari i te ahurea rangatōpū i roto i te kamupene i roto i kaimahi. Ko te pupuri tahi o taiopenga, rongonui tenei ra, rōpū-hanga. Hoko rangahau ko ki te whakahaere i te tātaritanga whakatairite o te kaiuru mākete, te hiahia ki te whakatau i te rōrahi, mākete share. Te tāutu ngā mākete.

whakatairanga

BTL-kaupapa te tikanga ngā kaiwhakatairanga mahi, kaiwhakahaere me te kaiwhakahaere kaupapa kairuruku ranei. ka waiho te reira i te kaiwhakatairanga o te hononga tino nui i roto i tenei mekameka. Ko te angitu o te kaupapa, tei runga i te āhua o te pai e meatia iwi ratou mahi i roto i te whakapā tika ki te mutunga kiritaki, e whakahaua a kawea atu te mahi. Na reira, ko te kōwhiringa me te whakangungu o te kaimahi BTL-pokapū kia utua atu te aro.

kaiwhakahaere kawenga

E ngohengohe ana ki te kaiwhakahaere i te whakatairanga kaupapa. aroturuki reira ratou mahi i roto i te toa i te wa o te mahi. Ka rite ki te kaiwhakahaere whai wāhi i roto i te whakahaere o te wāhi mahi me kaiwhakahaere, he kawenga hoki te kounga o ratou mahi ano ia. He nui Supervisor ki e taea ki te hohoro kitea ratou ara i roto i te āhuatanga uaua, me te hohoro whakatau papā puta

kairuruku kawenga

kaiwhakahaere Project ranei kairuruku, i roto i te whakapā ki te kaiwhakahaere o toa hokohoko, ka e kia tū he hui whakatairanga. Te kawenga mō te tuku o turanga whakatairanga, rauemi whakatairanga, te nui e hiahiatia ana o te hua pānui me ona tauira. I tua atu, aroturuki te kairuruku te whakakī o pūrongo ngā. I roto i te whānui, i te kaiwhakahaere mahi, ko te ki te whakarite kia te akoranga whakaritea o te mahi whakatairanga.

He aha atu ko BTL

BTL-marketing, i roto i te tua ki te wāhanga matarohia, hoki ngā etahi taputapu borderline. te tikanga e pā ana Takahanga hokohoko ki PR-mahi, i te ki BTL, ahakoa i roto i taua kaupapa e kawea atu whakatairanga ki te aromatawai i te tauhohe o kaihoko pea ki te tūemi pānui. Ko te taputapu tuarua - ko te rārangi ipurangi, SMS, me te īmēra tenei. Ratou opuaraa - ki te tae te minenga mōrahi. Otiia i roto i tenei take i reira ko te whakapā tika ki te kiritaki pea.

Ki te kōrero tatou e pā ana ki te mana o te POS-rauemi, i roto i tenei take, i te pānga e anake puta i te kau o te whakatau hoko anake i roto i te mara o hoko. Ki te awhina o nga arero kape papa, wobblers, tūtohu utu ātaahua, whata whakatairanga haere ki te whakatū i whakapā ataata ki kiritaki, kukume ratou whakarongo, e atu whai wāhi ki te tupu hoko e tika ana ki hoko hihiko.

ngā whanaketanga

Kei ATL- me BTL-te pānuitanga etahi huringa ki te wā. A, no te mamae iti iho i te mākete mō te pānuitanga tuku iho mōrearea ōhanga BTL. Nā ki te meka e taea BTL i te utu i raro ki te whakarato i hoko mōrahi. He he ano hoki te fakahehema ki te whakapakari i te wehewehe o te mahi ki te kiritaki. e kore te mea pera nui te aronga te hua ano, engari ki runga ki nga hiahia o kiritaki me te āwangawanga e whakaatu ana mo te kiritaki.

Ka rite ki te tikanga, kiritaki BTL-mahi ko nga kamupene tupeka, FMCG, kaihoko hangarau, inu i te kava, ngā pūtau, kamupene ho'oraa. e kore e ratou hiahia ki te whakamārama, BTL - he aha te mea tenei? Ki te ngā horo'a me ngā mahi whakatairanga i enei umanga he roa mōhio.

I momoho te kawea i roto i te pakanga whakatairanga kore mahi anake tona mahi taketake, pērā i te hua i roto i te hoko i roto i te wā o te pakanga i te 30%, engari ano hoki te whakarato i ētahi atu hua. Ka rite ki i roto i te pakanga whakapā te tika ki te mutunga kiritaki, ka taea e te kaiwhakatairanga te waihanga i tētahi whakapakoko pai o te kamupene i roto i te kanohi o kiritaki, whakaongaonga hoko atu, ki te whakapiki ake i waitohu mōhiotanga.

mua te whakatinanatanga angitu o te mahi e te faaineineraa tātari teimaha. Tuatahi e hiahia ana koe ki te whiriwhiri i te tika, he aha te ahua o te mahi ko te moni utu. I muri kohikohi i te turanga mōhiohio e tika ana, ka waiho i te reira māmā ake ki te whakatau i runga i taputapu BTL. I muri te kohikohi i te mōhiohio, whakaturia whāinga, ka miramira ngā matua o te kaupapa i mua nei. Kei te atu kiia te reira, ka unu tata ake he mahere taipitopito mō te kaupapa ka ū mai. whakaata te mahere he wātaka mārama o te kaupapa. Kōwhiritia te wa matau o te mahi ka hei tetahi o nga āhuatanga angitu. ka whakatinana te tokotoko ngaio he pakanga whakatairanga pai, ka whakatutuki i te hua e hiahiatia ana.