Mwayi Wopita Kokopa Zolimbana ndi Zizolowezi Zakale & Umbuli

Nthawi ndi nthawi, tonse tawona malo opitako alendo akutsika kwakanthawi pamsika chifukwa cha masoka achilengedwe kapena zovuta zandale. Monga wowonera yemwe sanakhudzidwe, mutha kunena kuti `mwatsoka 'ndikupitiliza bizinesi yake mwachizolowezi. Komabe, tsiku lomwe ndimalemba izi, zokopa alendo ndi zoyendera zazimitsidwa kwathunthu kwa masabata angapo kale - padziko lonse lapansi. Kwa tonsefe, iyi ndi nthawi yoyamba kuti tiwone zosatheka zikuchitika: makampani akulu kwambiri padziko lapansi agwa pasanathe sabata, nthawi, pomwe mafakitalewa adadzipereka kuti akhulupirire kukula kopanda malire komanso kusatayika.

Pazaka zanga 25 zantchito zoyenerera m'makontinenti anayi pakukula ndi kasamalidwe ka malo, ndazindikira zambiri ndikupanga malingaliro anga ambiri, kusinkhasinkha ndikuwunika pamutuwu, kuphatikiza kuzindikira kufunika kophunzira kuchokera pakupambana ndi zolephera. Simungagwirizane ndi zonse zomwe ndikunena koma ndikutsimikiza, malingaliro angapo pansipa akhoza kukuvutitsani kwakanthawi, ngati mukugwirizana ndi izi.

Pokonzekera kapena kukhwima kapena kukonza zomwe zakhala zikuyambiranso, zomwe zichitike mwanjira ina kapena inzake, ndikwanzeru kuyang'ana kwakanthawi, tiyeni tinene zaka 10.

Ndi zinthu ziti zazikulu zomwe zakhudza zokopa alendo zaka zapitazi?

Nawa zitsanzo zochepa.

• Kufunikira ophatikiza monga Priceline (Booking etc.), TripAdvisor, Expedia ndi ena akhala akugawira kwambiri zokopa alendo ndipo Google yasintha kukhala woyang'anira zipata wamkulu wazambiri (Zambiri Pano)
• Zimphona zazikulu zapa hotelo zapadziko lonse lapansi zalanda makampani ochereza omwe amapereka nsembe kwa alendo mwa kukakamiza kulemba mayina ndi kuyika chizindikiro kuti zitheke (zambiri Pano).
• China yakwera kuchoka pazomwe sizikugwirizana ndi msika wofunikira kwambiri padziko lapansi. Chifukwa chakukula kwachuma, mayiko ena omwe ali ndi anthu ambiri monga India kapena Indonesia apanga gulu lakukula komanso lapakati lomwe lili ndi chidwi chowona dziko lapansi.
• Ku Middle East, Emirates Airlines yakhala imodzi mwazonyamula zazikulu kwambiri padziko lapansi. Kutengera ndi malingaliro a Emirate's hub, Dubai yasandulika malo okopa alendo mumzinda. Onyamula ku Gulf owonjezera awiri, Qatar Airways ndi Etihad apanga mpikisano wowopsa komanso kuthekera kwakukulu kuti akwaniritse zofuna zazikulu zochokera kumayiko aku Asia kupita ku Europe komanso mosemphanitsa.
• Ku Central Europe, nyengo yogula idali yabwino kwa zaka zopitilira 10 motsatizana, kuposa kale lonse. Kupanga maulendo angapo pachaka, kaya ndi bizinesi kapena yopuma, yakhala yachilendo kwa alendo ochokera kumayiko ena komanso akumayiko ena.

Malinga ndi malingaliro anga, omwe akukhala ku Switzerland ndi Germany, madera ochepa aku Mediterranean sanapezeke kwakanthawi chifukwa cha zovuta zandale kapena zachuma (monga mayiko a "Arab Spring", komanso Greece, Turkey). Oyenda aku Switzerland ndi Germany adachitapo kanthu mobwerezabwereza popezanso nyumba yawo. Zotsatira zake, mayiko awiriwa komanso maiko ena aku Europe anali kupindula ndi kuchuluka kwakukulu kwa alendo ochokera kumayiko ena, komanso chifukwa chofunidwa kwambiri m'misika yawo yakunyumba. Makamaka, zokopa alendo mumzinda zinali zikukwera mosalekeza, pafupifupi kulikonse. Ku Germany ndi Switzerland, mizinda ina idakhala ´cool komanso yokongola`malo okopa alendo ochokera kumayiko ena, mwachitsanzo Berlin, Munich, Hamburg, Zurich, Lucerne, ndi ena ochepa.

Tivomerezane ngati malo amaonedwa ngati 'abwino ndi achigololo', ndichifukwa cha kuchuluka kwa anthu anzeru osati chifukwa chakukopa alendo komweko adapanga. Ku Australia, Melbourne imadziwika kuti ndi umodzi mwamizinda yozizira padziko lonse lapansi ndipo imawonekera pamitundu yosiyanasiyana padziko lonse lapansi. Apanso, mukadamvera chidwi cha anthu akuchuluka kumene m'derali, mukadazindikira kuti Brisbane ikubwera mwamphamvu, zomwe palibe amene akanakhulupirira zaka zingapo zapitazo. Lingaliro lanyumba silimvera kukwezedwa kwa zokopa alendo, lili ndi zisonyezo zina, makamaka m'dziko lamasiku ano logawana zamagwiritsidwe azidziwitso ndi mayankho. Malo obiriwira padziko lonse lapansi, monga London, Paris, Hong Kong, Bangkok kapena New York City nawonso anali ndi alendo ochulukirachulukira. Venice, Barcelona, ​​ndi Amsterdam adadandaula za "kupitirira malire". Mwachidule, zokopa alendo zakula paliponse ndipo momwemonso ndalama zodzikongoletsera zatsopano kapena mahotela kapena zina kuti zikope alendo ena.

M'madera ena omwe ndimazindikira, mwachitsanzo, South East Asia, China, kapena Middle East, zokopa alendo sizikhala ndi mbiriyakale kwazaka mazana ambiri chifukwa chake sikuti aliyense amadziwa njira zophunzirira za anthu okhwima kopita kapena kafukufuku wokhudzana ndi sayansi. Kupatula kumalo okhwima, m'malo omwe akutuluka mwachangu timapeza kukula kopitilira muyeso wapadziko lonse lapansi kwadzetsa nthano ina: "Pangani china chake chowoneka bwino komanso chowoneka bwino ndipo abwera". Zotsatira zake zimakhala zochititsa chidwi kapena zochititsa chidwi, alendo amabwera mosavuta. Nthawi zina, komabe, zomwe zimayenera kukhala "honeypot" yodziwika bwino zimasanduka "njovu yoyera". Chabwino, munthawi ya Covid19, pakadali pano malo onse opita ndi njovu zoyera, ena amatenganso; ena adzakhalabe osimidwa.

Zaka 10 zapitazi zadzetsa malingaliro ndi machitidwe ena pazokopa alendo. Ena atha kukhala okhudzana ndi madera ena, ena atha kukhala achilengedwe; ndi ena, mutha kutsutsana. Chowonadi ndi chakuti, pakadali pano, zonse zatha.

Ntchito zokopa alendo zakomwe amapita zimakhudzidwa kawiri ndi Covid-19, popereka, komanso pakufuna. Choyamba, zidzakhala zovuta kutsegulanso zopereka malinga ngati kachilomboko sikukuyang'aniridwa. Chachiwiri, mapaipi ofunikira sadzakhalako kwanthawi yayitali chifukwa cha kuchepa kwa nyengo yogula, zoletsa kuyenda, zovuta zaumoyo komanso kusatsimikizika konse kapena zoopsa. Monga Nduna Yowona Zakunja ku Germany yanenera posachedwapa kuti: "Sitingathe kupanga ndege kuti tibwezeretse nzika 240.000."

Tili ndi vuto ladzidzidzi kwakanthawi kwakanthawi, komwe kumatipangitsa kuti tisiye njira yopondera ndikuwonetsa machitidwe odziwika kapena zizolowezi zabwino ndi zoyipa. Zimatikakamiza kuti tiganizire zomwe tingachite bwino kapena mosiyana ndi zamtsogolo.

Kutenga 1: Magwiridwe antchito

Nayi funso: Kodi chitukuko chomwe chikukulirakulira chikuchita chiyani kwa otsatsa komanso oyang'anira zokopa alendo malo, makamaka m'magulu aboma m'malo okhwima kapena okhutira? Kodi akuganiza mozama za njira yawo yoti achite bwino kapena zomwe angachite kuti akhale abwino ndi zokolola pomwe zonse zikuwoneka zikuwathandiza? Zikatero, mwina mumatha kusiyanitsa pakati pa zoyambitsa ndi zoyambitsa.

Ndi chizolowezi choyipa ndipo chiyenera kusinthidwa. Tsoka ilo, oyang'anira zokopa alendo am'maboma ndi andale amayesedwa kwambiri polemba malipoti a alendo awo. Nthawi zothamangira golide, sichinthu chovuta kukwaniritsa kuwunika koyenera. Anthu ambiri okhala m'mizinda yoyendera zokopa alendo adazolowera kupereka manambala chaka chilichonse kuti mwina amangoziona ngati zopanda pake. Ngati izi zikuchitika kwazaka zopitilira khumi, ndi chibadwa cha anthu kuiwala zoyambitsa. M'nthawi yayitali yothamangira golide, makamaka mukalephera kukhala tcheru komanso kudziwonetsera nokha, mutha kuyamba kuganiza kuti luso lanu lazamalonda lidapanga zonsezi. Komabe, m'malo otetezedwa sizikhala choncho. Mumangokhumudwa ndikukula kwazinthu zakunja zomwe zimagwera m'manja mwanu popanda zopereka kuchokera kwa inu zomwe zimapindula ndi zoyeserera ndi ndalama zomwe mumapanga. Ngati ndinu oyang'anira zokopa alendo pamalo otchuka otchuka, chinthu chabwino kwambiri chomwe mungachite kapena mukufunikirabe ndikupereka kulumikizana kokwanira kwa omwe akukhudzidwa ndi B2B ndi B2C ndikuwongolera zochepa. Siyo sayansi ya rocket!

Pomwe oyang'anira akuyesetsa malo opezeka kumene ali ndi chidwi chofuna kutero kapena nthawi zambiri amakakamizidwa kuti apange chidziwitso chapadera pamaulendo a alendo, kukayikira, kuganiziranso ndi kukonzanso zopereka, oyang'anira malo otchuka (kapena okhutitsidwa) malo otchuka amakhala ndi malingaliro oti "azitha kuthana ndi zokopa alendo m'malo mozikulitsa. Zotsatira zake, izi zimakhudza malingaliro a omwe akuwatsogolera, makamaka pomwe kukula kukuwonetsa kwakanthawi, ndikudziwitsa manambala ndi kudzitamanda kumakhala chizolowezi cholamulira. Mosiyana ndi mabizinesi azinsinsi omwe ali ndi mwayi wokula potengera zachuma, m'malo opezeka anthu ambiri, akuluakulu aboma amakhala akhungu, chifukwa amadzitchula okha ndi kuchuluka kwa alendo komanso zochitika zodziwika za misampha ya alendo komanso machitidwe okayikitsa. Kodi palibe cholakalaka china choposa "kudzisisita msana"? Tikuwona chifukwa cha lingaliro lazamalonda lazamalonda, malo ambiri otchuka akhala akufunikanso kukhazikitsidwanso, kuyikidwanso m'malo mwa Covid-19. Mu nthawi za post-COVID, laissez-faire Njira yakuchezera malo ambiri m'malo ambiri ingabwerere m'mbuyo anthu atayamba kupeŵa khamu lalikulu lomwe likhala zotsatira zomveka kwanthawi yayitali chifukwa chazovuta zathanzi, ukhondo, njira zopewera komanso zoopsa.

Pamene apaulendo akukhamukira chifukwa cha chitukuko chothandizira padziko lonse lapansi komanso kupezeka kwawo kulibe vuto, nchiyani chomwe chimatsalira ngati chovuta komanso udindo? Zowona, mumayesedwa kuti muchepetse chidwi chanu chokhala bwino. Yemwe wasiya kukhala wabwinoko, wasiya kukhala wabwino. Izi ndi zomwezi zomwe zikufotokozera chifukwa chomwe timu yomweyi sinapambane chikho cha mpira wapadziko lonse kawiri! Kupatula pa zokopa alendo, mpikisanowu sukuyendetsedwa ndi maofesi okopa alendo. Apa, omwe amagulitsa mabizinesi ndi owonera masomphenya amapanga kusiyana pamalingaliro amtengo wapatali.

Nthawi yakukwera ndege, ngati ofesi yoyendera alendo, nthawi zambiri simukonzanso kapena kukonza njira zanu monga momwe mungachitire m'malo osatchuka kapena ovuta. Zinthu zikakhala kuti zikuyenda bwino, bwanji osintha chilichonse? Komanso, zomwe zimachitika pakutsatsa ndizokayikitsa, chifukwa bajeti zokopa alendo ndizochepa kwambiri kuti zingagwiritse ntchito msika pokhapokha mutatuluka ndi zomwe sizinachitike kwa nthawi yayitali. Ngati palibe chomwe chingabwere kuchokera ku ofesi yotentha yoyendera anthu wamba kupatula zoyambira wamba ndi kuchuluka kwa manambala omwe amafotokozedwa pafupipafupi, kodi aliyense angadziwe? Ntchito ya oyang'anira zokopa alendo m'malo opezekako siyovuta kwenikweni ndipo siyofunika kwenikweni chifukwa amatha kubisala kumbuyo kwa ziwerengero zomwe zikuwonjezeka ndikupangitsa omwe akuwakhudzidwa kuti akhulupirire, kuti zonsezi ndi chifukwa cha ntchito yawo yabwino. Kutengera komwe mukuchokera kutengera komwe mukupita, nthawi zambiri, izi zitha kukhala zoona, komabe nthawi zambiri sichoncho.

Ndiyenera kuvomereza kuti ndikudziwa mayeserowo. Pazaka zanga 10 ndikugwirizira komwe ndikupita ndi alendo 44 miliyoni ndi 110 mil. malonda ogona usiku pachaka ndi ndalama zapachaka za ma 50 biliyoni a Euro, ziwerengerozo zimakopa chidwi changa, makamaka poyerekeza ndi kuchuluka kwa omwe andipikisana nawo mdziko muno, onse akuchita mosaloledwa - malinga ndi kuchuluka kwa alendo. Poganizira kuti ndidamanga bungwe kuyambira pachiyambi kuyambira ngati chiwonetsero chamunthu m'modzi, ndidakopeka kuti ndikhulupirire, kuti ndidatenga gawo lalikulu pankhaniyi. Zaka zingapo pambuyo pake, nditatenga nawo gawo pantchito yovuta kwambiri pakukonza ndi kukonza mabungwe aboma, ndidamvetsetsa kusiyana pakati pa ziwerengero zenizeni ndi momwe zimakhudzira anthu. Lero, ndi madalitso anzeru komanso okhwima, komanso chidziwitso, ndazindikira kuti mumadalira ena nthawi zonse ndipo kasamalidwe ka omwe akukhudzidwa ndichinsinsi.

Mwachidule, malo omwe alendo akuyendera amayesetsa ndikulimbana kuti akafike pamlingo wina, ena ndi malingaliro omveka bwino kapena mwanzeru kapena mwanzeru. Malo ophera moto samachita izi chifukwa zimagwirabe ntchito. Kugwera mumsampha wa bizinesi, mwachizolowezi, kumakhala kofala kwambiri pakasowa kukakamizidwa kapena kusowa kapena kukhumba kapena zonse zitatu. Mwambiri, m'malo opezeka malo, oyang'anira zokopa alendo m'magulu aboma sangachite zolakwika zambiri. Komabe, m'malo opita kumalo achiwiri, oyang'anira amayenera kuchita zinthu zofunika kuti afike pamlingo wotsatira. Ndizofunikira kwambiri kuyesa kupanga kirimu kuchokera mkaka wosakanikirana kuposa kukhala ndi mafuta ambiri oti muziyenda mozungulira.

Ponena za chitukuko chakopita komwe ndikuwona malo obiriwira ndikulingalira kwathunthu komwe kuyenera kutsatira, ndalemba nkhani miyezi ingapo yapitayo. Kuti mumve zambiri onani Pano.

Zotsatira za 1:

Izi sizatsopano, komabe sizinasinthidwe ndipo itha kukhala nthawi yabwino kuthana ndi nkhaniyi. Ogulitsa zokopa alendo omwe akupita kapena olamulira amafotokoza okha kudzera pa nambala ya alendo. Komabe, kuchuluka kwa alendo sicholinga chokhazikitsa kapena kubzala ndalama m'malo opitako alendo. Mukuyembekeza ndalama, phindu, ntchito, kukonzanso, misonkho, mgwirizano. Chifukwa chake, kutsekedwa kwa Covid-19 ingakhale nthawi yabwino yoyambiranso ndi njira yatsopano komanso yoyenera yazizindikiro zazikulu zogwirira ntchito (KPI). Oyang'anira malo opita kumaloko akuyenera kukhala akuyesetsa kuthandiza zachitetezo chamderalo pankhani ya ntchito zatsopano, misonkho, ndalama, RevPar, ndi zina zachitukuko chenicheni. Njira zopangira phindu, m'malo mowerengera mutu. Zambiri pamalingaliro amenewa zilipo ndipo sizovuta kwenikweni kuziyika mu ma KPI kuti athe kuyeza magwiridwe antchito oyang'anira zokopa alendo mderalo, m'malo mongotenga mbiri yamanambala achilendo munthawi zabwino ndikupanga zifukwa zakunja ngati zifukwa zoyipa nthawi. Palibe chifukwa, chifukwa chake kumanganso njira yoyendetsera dzulo.

Mumapeza zomwe mumapangira. Chifukwa chake ndikofunikira momwe mumafotokozera zolinga ndi ma KPI kuti muyese magwiridwe antchito ndi momwe mumawatanthauzira. Ziwerengero zoyendera za alendo monga zolinga ndi magwiridwe antchito sizikuwonetsa phindu lenileni. Chifukwa chake, bwanji osayesetsa kukhala ndi njira zabwino zokulitsira zabwino zakomwe mukupita. Kuyang'ana kwakanthawi pamanambala a alendo (osagwirizana ndi zinthu zina) kulibe ntchito chifukwa sikunena chilichonse chokhudza chitukuko chakupita kapena magwiridwe antchito oyang'anira.

Kutenga 2: Mbiri zoyang'anira

Kukula kwa chipambano chokhazikika komanso chokhalitsa (chifukwa cha zinthu zakunja) kumakhudza malingaliro am'maboma akudzalemba ntchito oyang'anira ntchito zatsopano zokopa alendo m'magulu aboma. Nthano # 1 ndikulingalira kuti anthu ochokera kumadera otchuka amadziwika kuti ndi otsatsa malonda kuposa anthu ochokera kumadera achiwiri, omwe ali kutali kwambiri ndi chowonadi. Nthano # 2 ndikuti olamulirawa amapanga mbiri yomwe imakhazikitsidwa makamaka potengera zomwe amadziwa ndi mawu abwinobwino, mawu okhazikika, masewera olimbitsa thupi polemba ntchito oyang'anira alendo atsopano. Nthawi zambiri, izi zimangoganizira zakukweza (munthawi yogawana zachuma komanso kulimbikitsa, kukwezedwa sikupweteketsa koma zocheperako sizimakhudza kwenikweni, sikupereka mphamvu zoyambira). Sikuganiza malinga ndi zomwe mungachite, kuti mufike pamlingo wampikisano kapena phindu kapena zinthu zina zabwino. Kupititsa patsogolo ntchito zokopa alendo, - kutsatsa, -kuwongolera kapena -kupititsa patsogolo kopita ndi zinthu zosiyana ndipo kupititsa patsogolo komwe kumakhalako kumakhala ndi gawo laling'ono kwambiri - ngati lilipo.

Mutha kupeza anthu mosavuta, omwe angathe kuyendetsa kampeni yotsatsa, kukhazikitsa maubale a B2B ndikuyendera ziwonetsero zamalonda zothandizidwa ndi kuthekera kwa mabungwe. Imeneyo si sayansi ya rocket, koma mwatsoka malingaliro wamba (ochepa). Kupanga phokoso `` kutengera / kumata '' ndikokwanira kwa ambiri ngati zinthu zakunja zateteza kukula. Komabe, kukhazikitsa malo mwanzeru, pangani ndi kuphatikiza otenga nawo mbali, pangani zochitika zabwino kwa alendo m'malo onse okhudza ndi gawo lina. Nthawi zomwe osokoneza awonetsa kutha kusintha mabizinesi, njira zolembetsera anthu komwe akupita zikuyenera kuthana ndi chisokonezo. Potengera zochitika zapamtunda, anthu ambiri amatha kugwira ntchitoyi. Komabe, pansi pa mzerewu, izi ndizomwe zimapangitsa kusiyana, makamaka pakukula kwachuma. Apanso, munthawi zothamangira golide, chidwi chofuna kusintha zinthu motero kudzipereka kulemba anthu ntchito omwe akuganiza kunja kwa bokosilo komanso omwe amatha kupitilira zomwe amafuna ndikupanga kusiyanako kulibe. Monga Steve Jobs adanenera kale: "Makampani ena amalemba ganyu anthu anzeru ndikuwauza zoyenera kuchita. Timalemba anthu anzeru kuti atiuze zoyenera kuchita".

Zotsatira za 2:

Kutseka kwa Covid-19 kudzawononga ntchito zambiri m'makampani koma kumatha kupanga mafunde atsopano zinthu zitayambiranso. Kwa oyang'anira komwe akupita, mtundu wa otsatsa oyera omwe ali ndi chidziwitso pamwambapa wotsatsa, omwe amakonda zokopa alendo kuti achoke kuntchito zawo, kugawa chizindikiro, komanso kuchita kampeni, sadzatha ntchito. Mufunikira opanga zokumana nazo za alendo pazinthu zonse, mitundu yophatikizira yomwe imaganizira onse omwe amapereka chithandizo m'njira yofananira, masomphenya azamalonda omwe amapitilira zomwe zilipo kale komanso zopitilira zoonekeratu, anthu omwe amawona gawo lotsatirali, osokoneza, osiyanasiyana m'malo mwa ogulitsa oyera . Njira yolembera anthu ntchito yomwe ikunena kuti tikufunikira winawake yemwe angachite zomwe ena onse akuchita, sangakufikitseni. Mufunikira anthu omwe amapitilira ndipo makamaka, omwe amadziwa tanthauzo la "kupitirira".

Chotsatira 3: Ganizirani! Mutu wa nkhaniyi

M'zaka 10 zaposachedwa zakukula kopitilira anthu ogwira ntchito zokopa alendo kuderali amapitiliza kuuza akuluakulu awo kuti: "Tikukula koma kuti tisatayike kapena kuti tipeze chidutswa chachikulu cha keke, tikufunika ndalama zikuluzikulu zotsatsira, kukwezedwa kwambiri, mtundu wina kumanga (kumatanthauza kuyika zolembalemba nthawi zambiri), ndalama zochulukitsira makina osakira, kuwonekera kwambiri pazowonetsa zamalonda ”ndi chilichonse chomwe chimachitika mu bizinesi. Kuchokera pamalingaliro ena izi zimayenda bwino, koma osati pazolinga zenizeni. Nthawi zambiri, kutsutsana uku sikungokhala kophatikizana chabe. Zimagwira bwino chifukwa zimakopa chidwi cha onse omwe akukhudzidwa kuti awone zomwe akuchita. Zimangodzikweza kwa omwe akutenga nawo mbali. Pakuchulukitsa kwazidziwitso masiku ano, mauthenga awa satha kutha kwa ogula.

Nthano ina ndiyakuti kulengeza kuzindikira (komwe nthawi zambiri kumatchedwa kulowa kwa mtundu) kumapangitsa alendo ambiri. Malo ambiri padziko lapansi amadziwika bwino ndi china chake, koma kuzindikira sikofanana ndi kufunikira kokaona. Onani nkhani yokhudzana ndi zokopa alendo, onse amakufotokozerani nkhani zofananira zokongola, malo owoneka bwino, zosangalatsa, ndi chilichonse chomwe amakhulupirira kuti ndichikhalidwe. Kudziwitsa kulibe phindu, kufunika kwake ndikofunikira. Mabungwe okopa alendo alibe mphamvu yolowera chifukwa cha ndalama zawo zotsatsa zomwe zimakhala zochepa kuti asinthe chithunzi. Ngakhale akadakhala nawo, pali njira zabwino komanso zowoneka bwino zogwiritsa ntchito ndalamazo.

Zotsatira za 3:

Kutsekedwa kwa Covid-19 kumayenda limodzi ndi kuzimitsa ndikuyambiranso ntchito zodziwika bwino zotsatsa. Palibe phindu logawira zithunzi zomwezo mobwerezabwereza. Mwayi wabwino kukonzekera kuyambira pachiyambi ndikuponyera zizolowezi zakale. M'dziko lamasiku ano la Instagram, Facebook, WeChat & Co, mwatayika pomwe mawu akukamwa sakukuthandizani ndipo palibe bajeti yotsatsa padziko lapansi yomwe ingalipire izi. Kumbukirani, malo amakhala `abwino ndi achigololo` chifukwa luntha ladzizindikira osati chifukwa kukopa alendo kukuwuza apaulendo kuti ali choncho. Gwirani ntchito kuti mukhulupirire komanso mupindule, mukulimbikitsana ndi kuchuluka kwa nzeru mwakuika ndalama muzochitika za alendo potengera njira yomwe alendo anu ali kapena omwe akuyenera kukhala. Osakhala ofanana kapena ´mawenso´, khalani osiyana, khalani bwino. Njira zowonjezerapo zolimbikitsira maulendo a alendo okhudzana ndi zomangamanga, zachitukuko ndi ntchito, komanso kusanja kosavuta kwaperekedwa Pano.

Kutsiliza

Tsopano, m'masiku otsekera, tonsefe tawona zambiri zapa media media mu mafashoni oti "khalani kunyumba, mudzachezenso nthawi ina". Sindikukumbukira kuti kangati ndidakhala ndi zithunzi zabwino kuchokera kumayiko okopa alendo, ndikunena kuti "popeza sungabwere kuno, pakadali pano, mutha kuwona zithunzi zabwino". Chizindikiro chosangalatsa, koma malo ambiri omwe achita chimodzimodzi, sindinathe kukumbukira komwe amachokera. Zomwe sindinamvepo ndi zomwe akupita masiku otsala kuti akwaniritse zopereka zawo. Kodi kuyambiranso ndi mwayi wakukhazikitsanso? Mwa njira, kodi pali amene akuganiza mozama, kuti njira zonse zapa media media, pomwe anthu mabiliyoni amagawira zithunzi, ndemanga, malingaliro, ndi machenjezo, amafunikira mabungwe azokopa alendo kuti agawirenso zithunzi ndi mauthenga otsatsa? Potengera nkhani yakukweza zokopa alendo, malo aliwonse ndiabwino kapena okongola kapena osangalatsa kapena osangalatsa kapena china chilichonse. Ndiye kodi tikutanthauza chiyani? Ndani amasankha kudalirika? Ndani amasankha kufunika kokaona? Ndiwanzeru zochuluka, kutengera kulengeza, zomwe zimakhazikikanso pazomwe alendo amapeza komanso kusungitsa chuma chawo chokha. Chifukwa chiyani kumanganso njira dzulo potengera kukula kwakunja kachiwiri?

Simungathe kukopa apaulendo kuti akhale okongola komanso oyenera, muyenera kuwapanga ndikukwaniritsa mpikisano. Tengani mwayiwo kuti musiye zizolowezi zomwe mumakonda kutsatsa kuti zitheke chifukwa chakuwona zokambirana zanu zodzikongoletsa m'magazini oyenda opanda wina aliyense kupatula omwe ali ndi malingaliro omwe amawerenga. Kapena ganiziraninso kuchokera paulendo wina kupita ku inayo, kukumana ndi anthu omwewo m'mafakitore, mobwerezabwereza, kuyambitsa mtundu wina wamapulogalamu popanda kulumikizana mosasunthika paulendo wamakasitomala. Chitani komwe mukupita kuti mukondwere ndikuyambiranso pochita homuweki yanu: onjezerani zomwe alendo akukumana nazo paliponse paliponse paulendo wa alendo ndikupambana mphotho zanzeru, osati (zolipidwa) mphotho zaulendo.

Tetezani kachilomboka kamene kamafalikira m'makampani pazaka khumi zapitazi pomwe chitetezo cha mthupi chidanyengedwa ndikukula kopanda malire komanso mphamvu zodzichitira zokha. Ino ndi nthawi yoti mupereke katemera komwe mukupita ndi chinthu chimodzi chokha kuti mukhalebe athanzi: zokumana nazo zokhazikika za alendo komanso zinthu zofunikira pothana ndi malingaliro ndi malingaliro obwereza alendo ndi omwe amalimbikitsa kutulutsa luntha. M'malo moyembekezera, pangani ndi kupereka zosayembekezereka. Dongosolo lakale pakutsatsa komwe likupita silingathe kutero, chifukwa lawonongeka, lakhuta, komanso laulesi kumangopeka zabodza zakutsatsa kotero lidakhudzidwa kwambiri ndi kachilombo. Kuchuluka kwa zanzeru sikusamala za zolemba zanu zotchedwa ´brands´, mphotho zanu zoyenda zokopa alendo, kuyankhulana kwanu kwa PR kwaposachedwa m'magazini azoyenda, malangizowa akukhala pakompyuta yanu osakhala ndi eni kutsogolo, kutsatsa kwanu kosalala kapena makanema a Instagram. Chowonadi chokha ndi chomwe apaulendo kapena alendo amawona, zokumana nazo, zopita nazo kunyumba, ndikumauza ena. Mudziko ladijito makamaka chifukwa chakuti kutsimikizira kumatanthauza kudalirika, kukweza sikutero.

Pa nkhani iliyonse pakukula kopita, kukonzanso kapena kuyambiranso, lumikizanani ndi wolemba kudzera pa LinkedIn kuti mukambirane koyamba. Chidziwitso chotsimikizika cha madigiri 360 ndi zochitika zingapo m'mbali zonse zapaulendo wopita, kukonza, kayendetsedwe kazinthu, ndalama, malingaliro, ndi magwiridwe antchito m'makontinenti 4 zitha kubweretsa chuma chachikulu pantchito yanu.

Nthawi zonse mugwiritse ntchito zovuta kuti mutuluke.  Zabwino zonse ndikukhala athanzi!

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