Dabarun matrix Ansoff

Dabarun shiryawa da kamfanin - daya daga cikin matakai na cin nasara kasuwanci ci gaba. Wannan gaskiya fara dauki siffar a cikin farkon karni na 20th. Kuma da ra'ayin hanzari ɓullo da fiye da shekaru 100. A farko raka'a tsunduma a tsawon lokaci da kuma matsakaici-lokaci shiryawa, ba shi ne m sassan ko rarrabuwa a cikin wannan irin aiki. A shekara-shekara kudi kimomi - Wannan kammala dabarun yi.

Founder ideas

Igor Ansoff - zo daga Rasha, ya rayu mafi ransa a Amurka, shi ya ba daya daga cikin mafi sauki da kuma bayyana definition of dabarun shiryawa. A cewar wannan gwani, analytical, ma'ana aiwatar shafe su kintace gaba matsayi na kamfanin a kasuwa dole ne la'akari da waje muhalli. Ansoff Matrix - mafi sanannun kayan aiki na American lissafi da tattalin arziki. Elementary fahimtar Squared hasashen ci gaban kungiyar lashe da sauki mai karfi wuri a cikin dabarun tsare-tsaren na kusan kowace zamani sha'anin.

tarihi dabarun

Kawai a cikin mataki na biyu na ci gaba shiryawa, kamar yadda ya faru a cikin 50-60s na karni na 20th, masana'antu fara samar da tsare-tsare sassan ake abada tsunduma a kasuwanci al'amurra.

A karshe, ra'ayin da sha'anin ci gaban dabarun kunã riyãwa kansa a matsayin wata bukata a cikin na uku mataki - yayin da kara da gasa na Turai da kuma Japan kamfanonin a kan kamfanonin {asar Amirka. Kuma shi ke da karshe wakilan tasowa a Tsayayyar tattalin arziki-ilmin lissafi gabatar.

sauki tebur

A farko ra'ayi na hikimar tantance kayan aiki - a square, cikinsa da gatari biyu suna dauke: kwance, kuma a tsaye. Amma kada ku kasance mafi sauki don la'akari da shi a matsayin wani tebur ta shigar da 4 abubuwa da suke a hayin iyaka, da sauran raga? Sai matrix daukan wadannan nau'i:

A wannan misali ne sauƙin fahimtar hanyar da rarrabawa da dalilai. Kuma za ka iya count zaɓuɓɓuka saboda kasuwanci.

Ansoff Matrix girma dabarun

The sosai ra'ayin nuna dangantaka ta kusa tsakanin nan gaba da kuma data kasance kasuwanni da kuma kayayyakin da kamfanin. Duk wani manufacturer na kaya ko ayyuka ƙila za a kira da yiwuwa ga kasuwanci ci gaba. A dabarun ma ma'anar da hanyar da kamfanin bukatar ya motsa, akwai kasada a lokacin da ka zaɓa. Yana da muhimmanci kada kawai don ƙayyade da shugabanci, amma kuma mafi daidai ƙayyade data kasance implementations daga cikin kasuwanni, da kashi na mabukaci bukatar, kamfanin saita vector na ci gaba dangane da real kasuwar matsayi, gano m abũbuwan amfãni samar a lokacin kayayyakin da tayi a nan gaba. Dabarun matrix Ansoff zama wani tasiri kayan aiki ne kawai idan duk bisa yanayi.

A mafi sauki hanyar

Bisa ga yawan ginshikan da layuka a cikin tebur ne sauki domin sanin abin da girma zabin miƙa wa duk American lissafi 4. A duban farko, ba ma m madadin. Amma Ansoff matrix da shekaru gwaninta na aikace-aikace ya tabbatar da akasin haka.

1. Market shigar azzakari cikin farji da data kasance kayayyakin da kuma kasuwanni a wadda kamfanin aiki amincewa bautar da kansa kashi da kuma m. Wannan wani zaɓi ya shafi ci gaban da karuwa a tallace-tallace. Wannan zai iya taimakawa wajen wannan? Zai yiwu wadannan sa na matakan:
   
   - kamfanin qara kasuwa ta.
   - da ci gaban sake tallace-tallace, da cewa yana bunkasa sadarwa na m abokan ciniki.
   - kara yawan samfurin a cikin riga nasara kasuwar segments.
   - da watsuwar irin wannan halaye na dukiya da kuma ayyuka, wanda bayar da shawarar yin amfani da sabon yankunan.
   
   Ga wani kamfanin dace matrix Ansoff. Samfurin kasuwar - mafi bayyananne dabarun. Halin kaka na data kasance albarkatun da za ka iya ko da yaushe ƙidaya tare da kalla hadarin.
   
   
2. A cikin hali na wani zabi na dabarun bunkasa sabon kasuwanni da data kasance kayayyakin kamfanonin bukatar daidaita da samfurori da kuma ayyuka zuwa sabon segments. Instruments a cikin wannan yanayin ne:
   
   - da Gwargwadon fadada daga cikin ganin zones.
   - cin gaban sabon rarraba tashoshi.
   - cin gaban sabuwar kasuwar segments.
   
   Irin wannan hanyar samun ci gaba a iya zabar wani kamfanin wanda marketing dabarun da aka ɓullo da su da wani tasiri matakin.
   
   
3. The uku wani zaɓi Ansoff matrix unshi da gabatarwar sabon samfurin to su data kasance kasuwanni. Matsayin mai mulkin, wannan hanya na samu nasarar amfani da kamfanonin da cewa samar da hardware. Shi ne su halaye ya kamata a sabunta saduwa mafi girma bukatar masu amfani da a data kasance kasuwar. Zabi na uku dabarun shafi matrix Ansoff girma ci gaba da:
   
   - samfurin inganci Properties, inganta da ingancin, canje-canje a matsayi;
   - yayi gaba daya sabon samfurori da kuma ayyuka.
   - fadada daga cikin samfurin line.
   - tayin ga mabukaci kaya data kasance da gaba-tsara sabis.

Kasada da kuma ci gaban

A riskiest zabi na dabarun ne latest version na mararraba dalilai. New kasuwar da samfurin diversification bayar da shawarar. kamfanin damar zuwa wanda ba a sani ƙasa za a iya kubutar da sosai rare lokuta. Kamar yadda aka nuna ta matrix Ansoff, "kayayyaki kasuwar", idan ba ƙware kõwa daga gare su, kamar yadda makirci za a iya daukan kawai idan:

• da rashin amfani da sama hanyoyi uku na ci gaba da kuma ci gaban;
• idan da ci gaban data kasance ayyuka, a fili, ba ya kawo ake so riba.
• idan akwai kasa bayanai don hango ko hasashen da zaman lafiyar na kasuwanci a cikin saba ci gaba;
• kananan ko cikakken amfaninsa, na zuba jari a sabon ayyukan.

Ansoff Matrix da kuma ta m aikace-aikace a cikin bankuna

Ci gaban tattalin arziki na kamfanin dogara da ayyukan da rance da kuma sauran kudi ayyuka. Banks a cikin wannan alkuki zauna a tsakiyar matsayi. Kuma da dabarun su aiki ne kamar yadda ya dace kamar yadda wani marketing shirin ga wani kamfani.

Ansoff Matrix capabilities - shi ne wani tasiri ga kayan aiki da aiwatar da samarwa kudi kayayyakin, duka sabon da kuma tabbatar da raya kasuwanni. Muna magana ne kawai game da su saboda gaskiyar cewa bankuna amfani da sabis na babban ɓangare na yawan jama'ar, da kuma search for underserved segments na kasuwa yana kasa samun nasara.

Inganta abin da aka riga da ake yi

A bayyane dabarun, ko kamar yadda shi ne ake kira dabarun na "kananan craft", "kudin saving", shafi wadannan matakai domin cin gaban:

• ganewa na gibba a sabis kama da fafatawa a gasa.
• samar da hanyoyin shawo m abokan ciniki da cewa zai ƙarshe dole ba, baicin kayayyakin na bankin (da matsawa tantama cire, kamar yadda ta sakamakon za a iya halin kawai ta wucin gadi sakamako).
• Bayar da alaka da ayyuka a kan m sharuddan.

Data kasance kudi kayayyakin bukatar da za a inganta, kumbura, kuma modified. Wannan aiki dogara ne a kan m bincike aikin, da sakamakon wanda shine sakawa na da samfurin, cewa shi ne, bukatar gano da halaye, fasaloli bambamta da sabis takwarorina, musanya sabis.

Bisa biyu bulan na aikin tsara tsari da manufofin na banki. Yana nufin wani samuwar wani sa na ayyuka, wanda kayyade nasarar wannan kasuwar kashi, samar da kudin-tasiri, buga wani vector na ci gaba.

A karshe zamani na aikin - shi ne tsari da dabarun. Domin da samuwar shi wajibi ne don la'akari da wadannan hanyoyi na ci gaba:

• Bambantawa na ayyuka. Ya unshi da kasafi na raba alkuki aiwatar da data kasance kayayyakin, daban-daban daga fafatawa a gasa, 'kayayyakin.
• Kunci specialization. Kamar yadda ci gaba da dabarun da aka zaba don samar da kayayyakin takura wasu siffofin da ayyukan tsakanin abokan ciniki.
• Rarraba ayyuka. Fadada na da iyaka da kuma yawan kasuwar sassa na sayar da kayayyaki, yawanci prerogative na duniya bankuna.
• Tsaye hadewa. Strategy - rungumi synergies.

yawan rabo

Ansoff Matrix da kuma shekaru masu yawa na kwarewa na da amfani a yi ya yarda ya janye wasu alamu na nasara aikace-aikace na wani dabarun, kazalika da m darajar da halin kaka. A sarari sanarwa na da yawan hadarin bayar sa marketing yanke shawara tare da kyakkyawar fahimtar yiwuwar hasãra.

Strategy a kan data kasance kasuwar gabatarwar sabon kayayyakin muhimmanci hasarar a nasarar da adadin da halin kaka a lokacin da zabar da zabin "haihuwa kaya a cikin ci gaban da rabi." Wadannan alkaluma ƙyale mu mu amincewa ce cewa ga kowane madadin sha'anin ci gaban da aka iyakance ta da dalilai da dama, da na waje muhalli, tattalin arziki da dama, da kuma wasu dalilai. Ansoff Matrix ne wani kayan aiki don taimaka a zabar wani dabarun da ba negate zurfi da bincike na sha'anin damar.