Qhov Tseem Ceeb Qhov Sib Txawv - Cov Khoom Muag vs Kev Txhim Kho Kev Lag Luam
Qhov sib txawv tseem ceeb ntawm kev txhim kho cov khoom lag luam thiab kev tsim kho kev lag luam yog qhov kev tsim khoom lag luam yog lub tswv yim uas tsom mus rau kev tsim cov khoom tshiab hauv cov lag luam uas twb muaj lawm thaum kev lag luam kev tsim kho lub tswv yim txheeb xyuas thiab tsim cov lag luam tshiab rau cov khoom uas twb muaj lawm. Kev tsim khoom thiab kev tsim kho kev lag luam yog ob lub quadrants hauv Ansoff txoj kev loj hlob matrix uas qhia txog plaub txoj hauv kev uas lub tuam txhab tuaj yeem nthuav dav thiab loj hlob. Nws tau tsim los ntawm H. Igor Ansoff hauv xyoo 1957 thiab tau siv dav los ntawm ntau lub tuam txhab. Lwm ob quadrants nyob rau hauv txoj kev loj hlob matrix yog kev ua lag luam nkag mus thiab ntau haiv neeg.
Kev txhim kho khoom lag luam yog dab tsi?
Kev txhim kho khoom lag luam yog ib lub tswv yim uas cov lag luam tsim cov khoom tshiab lossis cov khoom lag luam thiab ua lag luam rau hauv kev lag luam uas twb muaj lawm, piv txwv li rau tib cov neeg siv khoom. Hom tswv yim no tuaj yeem ua tiav los ntawm cov tuam txhab muaj npe nrov uas tau tsim cov npe lag luam txij li cov neeg siv khoom, feem ntau, tsis xav yuav khoom los ntawm cov npe nrov. Tsis tas li ntawd, los ntawm kev muab kev xaiv ntau dua rau cov neeg siv khoom, lub tuam txhab tuaj yeem txwv lawv los ntawm kev yuav cov khoom sib tw. Kev tsim khoom lag luam koom nrog kev tshawb fawb thiab kev tsim kho cov nqi tseem ceeb txij li qhov xav tau los qhia cov khoom tshiab thiab tshwj xeeb los ntes cov neeg siv khoom.
E.g. Lub Tuam Txhab Coca-Cola tau nqis peev ntau rau hauv kev tshawb fawb thiab kev tsim kho thiab tau nthuav tawm ntau cov dej qab zib tshiab nrog cov khoom sib txawv xws li Coca-Cola Vanilla thiab Fanta icy txiv qaub. Tsis tas li ntawd, lub tuam txhab kuj tau qhia cov dej haus tshiab xws li Minute Maid thiab Thumbs up.
Daim duab 01: Coca-Cola Vanilla - Ib qho piv txwv ntawm Kev Txhim Kho Cov Khoom
Lub sijhawm rau kev ua lag luam yog qhov tseem ceeb uas cov tuam txhab yuav tsum xav txog nyob rau hauv txoj kab nrog cov tswv yim tsim khoom. Cov khoom tshiab yuav tsum muaj nyob rau hauv kev ua lag luam thiab thaum twg cov neeg siv khoom xav tau. Qhov no yog qhov tseeb tshwj xeeb rau cov khoom siv thev naus laus zis xws li cov xov tooj ntawm tes uas cov neeg sib tw lossi qhia cov tshiab versions.
Kev Lag Luam Kev Lag Luam yog dab tsi?
Kev lag luam kev lag luam yog lub tswv yim loj hlob uas txheeb xyuas thiab tsim cov lag luam tshiab rau cov khoom uas twb muaj lawm. Lub tswv yim txhim kho kev lag luam tuaj yeem ua tiav los ntawm cov hauv qab no.
Nkag mus rau thaj chaw tshiab kev lag luam
Qhov no yog ib lub tswv yim feem ntau tau txais los ntawm cov tuam txhab ntau lub teb chaws los nthuav lawv cov lag luam. Kev nthuav dav rau hauv thaj chaw tshiab kev lag luam yuav tsum muaj kev nqis peev tseem ceeb thiab kev soj ntsuam kom zoo ntawm lub peev xwm ua lag luam ua ntej kev nqis peev thawj zaug vim qhov no yog txoj hauv kev pheej hmoo ntawm kev nthuav dav kev lag luam. Qee zaum nkag mus rau hauv lub lag luam thaj chaw tshiab tuaj yeem raug txwv hauv qee lub tebchaws. Nyob rau hauv tas li ntawd, cov tuam txhab yuav txiav txim siab ib tug merger los yog ib tug sib koom venture los mus rau xws li kev lag luam.
E.g. Starbucks, txhawm rau nthuav dav lawv txoj kev ncav cuag thoob ntiaj teb, nkag mus rau Middle East thiab South Africa.
Daim duab 02: Starbucks South Africa - Ib qho piv txwv ntawm Kev Txhim Kho Kev Lag Luam
Targeting cov neeg siv khoom tshiab hauv ntu tshiab
Yog tias cov neeg siv khoom tshiab tuaj yeem tau txais rau cov khoom lag luam uas twb muaj lawm, qhov no suav nrog kev txhim kho kev lag luam.
E.g. Tom qab Johnson cov khoom siv me nyuam los ua ib qho kev xaiv nrov rau cov menyuam mos, lub tuam txhab pib tshaj tawm cov khoom lag luam rau cov neeg laus nyob rau hauv cov ntawv teev npe "Zoo tshaj rau tus menyuam-Zoo tshaj rau koj."
Dab tsi yog qhov txawv ntawm Kev Txhim Kho Khoom thiab Kev Txhim Kho Kev Lag Luam?
Product Development vs Market Development |
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| Kev txhim kho khoom lag luam yog lub tswv yim uas tsom mus rau kev tsim cov khoom tshiab hauv kev lag luam uas twb muaj lawm. | Kev Lag Luam Kev Lag Luam Lub tswv yim txheeb xyuas thiab tsim cov lag luam tshiab rau cov khoom uas twb muaj lawm. |
| Risk | |
| Risk yog siab hauv kev lag luam uas muaj ntau tus neeg sib tw uas muaj cov khoom zoo sib xws. | Muaj kev pheej hmoo siab yog tias lub tuam txhab nkag mus rau hauv kev lag luam uas muaj ntau lub tuam txhab tsim. |
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Tus nqi tseem ceeb | |
| Kev Tshawb Fawb thiab Kev Txhim Kho yog tus nqi tseem ceeb tshaj plaws hauv kev tsim khoom. | Kev lag luam kev lag luam yuav tsum muaj tus nqi tseem ceeb hauv daim ntawv tshawb fawb kev lag luam. |
Summary – Product Development vs Market Development
Qhov txawv ntawm kev tsim khoom thiab kev lag luam kev loj hlob nyob ntawm seb cov khoom tshiab puas tau muab rau cov lag luam uas twb muaj lawm (cov khoom tsim tawm) lossis seb cov khoom uas twb muaj lawm tau nkag mus rau lub lag luam tshiab (kev lag luam kev loj hlob). Lub tswv yim tsim nyog los siv rau kev nthuav dav yog nyob ntawm cov tswv yim lag luam thaum ob lub tswv yim muaj lawv tus kheej cov txiaj ntsig thiab kev txwv. Ob qho kev tsim khoom thiab cov tswv yim tsim kev lag luam xav tau nyiaj txiag tseem ceeb thiab tsis yooj yim siv los ntawm cov tuam txhab uas muaj kev txwv. Kev soj ntsuam kom zoo ntawm lub hom phiaj kev lag luam, qhov saj thiab kev nyiam ntawm cov neeg siv khoom thiab cov xwm txheej ntawm kev sib tw yuav tsum tau kuaj xyuas kom meej ua ntej kev nqis peev hauv ob lub tswv yim.
