Khoom prestigious nyob rau hauv coob - nws yog ... Tus mov thiab thov los ntawm cov khoom. khoom kim heev cov khoom

Tag nrho cov ntawm peb nyob rau hauv ib txoj kev los sis lwm yog tau txais kev pab ntawm dab tsi, tej ntau lawm ntawm cov khoom thiab cov kev pab cuam. Nyob rau hauv hnub no lub ntiaj teb no yog tsis muaj kev mus! Txhua yam ntawm peb, lawv yog tsuas tsim nyog nyob rau hauv thiaj li yuav nqa tawm tseem ceeb heev functions, los tsim lub neej. Nyob rau hauv kev twb kev txuas nrog rau qhov no yog qhov sib txawv hom ntawm cov khoom, tsim rau txawv hom phiaj. Yog li ntawd, me ntsis scientific kev pom tsis tau raug mob.

Lub ntsiab txhais ntawm "khoom"

Roughly hais lus, qhov no yog tag nrho cov uas raws li peb xav tau kev pab thiab yuav tsum. Yuav ua li cas nws yog npaj rau kev noj thiab ntxiv pab los yog nyiam xim. Mov thiab thov los ntawm cov khoom nyob rau hauv hnub no tus "neeg lub neej" yog suab self-tswj thiab yog raug mus rau lub yooj yim cov kev cai ntawm kev lag luam. Peb paub los ntawm keeb kwm uas dag kev cai ua rau yus mas rau cov neeg pluag tau thiab yog ib tug puas tau kev khwv nyiaj txiag. Tej khoom nyob rau hauv nws cov essence - ib qhov kev pab rau cov kev daws teeb meem ntawm tej yam teeb meem, raws li muaj ntau yam tseem ceeb neeg muag khoom. Yog li ntawd, Elmer Uiler, piv txwv li, hais tias koj yuav tsum tsis txhob muag cov steak, tab sis cov txheej txheem ntawm nws appetizing sizzle nyob rau hauv lub lauj kaub. Thiab Charles revs hais tias nws Hoobkas ua tshuaj pleev ib ce, thiab vam mus muag nyob rau hauv nws lub khw!

kev faib ntawm cov khoom

Muaj ob yam loj pawg:

• "A" - cov khoom rau ntau lawm.

• "B" - cov khoom rau tus kheej noj.

Ib tug los ze zog saib nrog koj nyob ntawm qhov kawg. Nws muaj xws li cov nram qab no pab pawg ntawm cov.

1. Cov khoom siv rau lub sij hawm ntev siv. Qhov no cov ntaub ntawv uas cov khoom npaj rau rov siv. Piv txwv: cov khaub ncaws, tub yees, cov tsheb.
2. Khoom luv luv-term siv. Consumed nyob rau hauv ib los yog ntau tshaj mus. Piv txwv: ntsev, cereals thiab qab zib.
3. FMCG (DC) mov. Lawv yuav nquag, tsis tu ncua, tsis muaj hesitation, kev sib piv nyob nruab nrab ntawm lawv. Piv txwv: Kev haus luam yeeb, ntawv, xab npum, cov tshuaj txhuam hniav.
4. Khoom lam yuav. Muas, raws li ib tug txoj cai, tsis muaj kev ua ntej nrhiav thiab npaj tswv yim, lawv yuav tsis yeej nrhiav buyers, raws li lawv muaj muag nyob rau ntau qhov chaw, xws li nyob rau chaw ua hauj lwm. Qhov no chocolate tuav, cov phau ntawv Magazine, zom cov pos hniav.
5. Khoom nyob rau hauv cov ntaub ntawv ntawm cov xwm txheej ceev. Muas, raws li ib tug txoj cai, thaum muaj ib tug ceev tsum tau rau lawv. Piv txwv: ib tug kaus thaum lub sij hawm hnyav nag, daus duav thaum lub sij hawm ib tug snowfall.
6. Khoom pre-xaiv. Cov buyer xaiv lawv ua ntej ntawm lub sij hawm, ua tib zoo tshuaj thiab muab piv nrog txhua lwm yam nyob rau hauv cov nqe lus ntawm zoo, nqe, txaus, tsos. Piv txwv: cov rooj tog, khoom siv, cov khaub ncaws. Ntawm no ib qho tseem ceeb luag hauj lwm no yog ua si los ntawm lub profession ntawm kev muag khoom pab, uas muaj peev xwm kiag qhov tsim nyog qhia txog koj purchase.

Nyob rau hauv tas li ntawd, muaj qhov thiaj li hu ua consumer khoom (FMCG) thiab cov khoom tshwj xeeb xav tau. Yuav ua li cas lawv sawv cev rau?

Consumer khoom (FMCG)

Lawv yog cov tsis muaj uas tus txiv neej ua tsis tau. Lawv, nyob rau hauv lem, muab faib mus rau hauv cov zaub mov thiab uas tsis yog-zaub mov. Consumer khoom uas siv los ntawm tag nrho cov nplais ntawm lub neej, yeej tsis nrog cov kom los yog artwork. Tag nrho cov no thiab txiav txim lawv loj thiab cuag. Qhuav ntawm no hom ntawm cov khoom - economic hauv paus ntawm "State ntawm tau"! Deficiency coj lawv los disastrous tau, thiab tej zaum kuj mus rhuav lub uas twb muaj lawm thiaj.

Khoom tshwj xeeb thov

Raws li ib tug txoj cai, rau lawv cov tshaaj buyer siv dag zog ntxiv. Qhov no tshaj plaws tej yam lag luam zam cov ntawv, photographic khoom, audio khoom, yav tsaus ntuj dresses rau cov poj niam, txiv neej suits, tsheb. Lawv tsis xav tias tej ua ntej kev sib piv. Cov buyer twb paub ua ntej tias nws tau txais - "lub tuam txhab"! Ib qho ntxiv zoo tshaj yuav yog xwb lub sij hawm siv rau nws kom tau mus rau lub, uas yog ib txog kev hom. Qhov no yog hu ua "special neeg cov khoom." Piv txwv ntawm cov tshuab nyob rau hauv lub ntiaj teb no - kim khoom ua si rau zus tau cov tub hluas - pib hom "Mercedes" thiab "BMW". Nyob rau hauv lub ntiaj teb no ntawm cov koob yees duab - "Sony" los yog "Nikon". Nyob rau hauv lub ntiaj teb no ntawm cov khaub ncaws - "Adidas". Feem ntau, cov "tshwj xeeb" khoom mus yuav, raws li nyob rau hauv zoo-tsim pej xeem lub tswv yim txog ib qho kev hom xwb, tsis txhob muaj kev sib piv ntawm cov nqi thiab tsis zoo los yog lwm yam kev. Nyob rau hauv cov ntaub ntawv no, nws twb tau ua si ib theem lub luag hauj lwm mus rau lub buyer.

Cov kev xav ntawm "kev nplua nuj"

Tab sis nyob rau hauv thaum pib, raws li lawv hais, yog nyob rau hauv cov nqe lus. Yuav ua li cas yog, nyob rau hauv qhov tseeb, lub hwj chim, thiab nws txiav txim seb tus hierarchy ntawm lub neej niaj hnub?

Prestige (los ntawm lub Fabkis "nplua nuj" - lub povhaum, charisma) yog tam sim no ib yam dab tsi nyob ze rau lub tswvyim ntawm "txoj cai" - sib sib zog tsa cawv, kev sib hwm (cov tub ntxhais hluas "Respect, uvazhuha"). Nyob rau hauv ib tug kev sib raug zoo kev txiav txim zoo - qhov tseem ceeb ntawm uas yog ntaus nqi nyob rau hauv cov pej xeem lub siab ntau yam ntawm tib neeg kev ua si: profession, kev sib raug zoo raws li txoj cai, puas siab puas ntsws zoo, raws li tau zoo raws li kev pab pawg, koom haum, tsev. Lwm - ib co khoom thiab lub cev zoo ntawm cov tib neeg thiab pab pawg. Prestige lom zem ntau - lub txiaj ntsim ntawm lub neej txheej txheem ua ntej (los yog cuab, uas muaj peev xwm cater rau txhua txhua ib ntawm peb), heev tangible thiab piav qhia los ntawm tus yeeb tshuaj, ib txoj hauj lwm rau cov uas muaj coob tus neeg poob lawv lub taub hau, siv koj lub neej rau nws.

Prestige, raws li txwv mus rau cov nyiaj siv, uas chiv muaj lawv units yog feem ntau tsis meej. To taub kev nplua nuj ntawm txhua leej txhua tus, tab sis muaj ib co unspoken kev cai, tej ntsiab cai thiab cov tswv yim ntau rau tag nrho cov. Tom qab tag nrho, rau ib tug neeg "txias" nyob rau hauv qhov chaw ntawm ib tug lub xeev lub zos, thiab ib tug neeg thiab ib tug penthouse nyob rau hauv New York - ib tug shack! Tseem, nws yuav tsum tsis txhob xav yuam kev nplua nuj thiab txoj cai. Vim hais tias cov cai yuav tsum tau nyiaj li cas, thiab lub hwj chim ntawm cia li txaus mus yuav, yog txaus nyiaj los ntawm koj.

Cov kev xav ntawm "kev nplua nuj khoom"

Yog li ntawd tom qab tag nrho nws yog ua tau rau nyiam no, tam sim ntawd, muab lub ntsiab txhais: cov khoom prestigious nyob rau hauv coob - nws yog ... ib tug ntau ntawm cov nyiaj yuav khoom sawv cwj pwm thiab cov kev pab, tus neeg tau txais ib tug dag ntxias lawm hais tias tam sim no nws dhau lawm, albeit rau lwm me me kauj ruam, tab sis nws nce lub social ntaiv illusion tias tam sim no muaj ntau zog nws tus kheej raws li txoj cai. Ntawm kab hauv qab - nyob rau hauv khees sib piv rau lwm tus, ib tug kev txiav txim zoo ntawm cov tswv cuab "xaiv", kev txhim kho (thiab inflated) nws tus kheej: Kuv yuav, tab sis koj yuav tsis tau, Kuv tau txais - thiab koj nyob nraum tsis! Vim hais tias nws yog ntau npaum li cas ib qho tseem ceeb tshaj li uas koj muaj, tiam sis koj yog leej twg. Txawm li cas los, txawm tag nrho cov no, ib tug prestigious neeg khoom - nws yog ib lub hom phiaj kev muaj tiag, tsis muaj uas nws yog tsis yooj yim sua mus nyob rau hauv peb lub ntiaj teb niaj hnub no. Lawv muaj ib tug tshwj xeeb, tshwj xeeb zoo, raws li ib tug txoj cai, muaj ib tug zoo-paub trademark los yog ib tug tsuas yog keeb kwm (uas ntxiv elevates tus tswv tshaj lwm tus neeg). Ib txhia buyers txaus siab rau ua nuj tseem ceeb cov nqi nyob rau hauv cov nqe lus ntawm cov nyiaj thiab lub sij hawm kom tau cov khoom ntawm lub prestigious thov. Piv txwv impressive scale. Ib tug mus rau yuav ib tug prestigious tsheb, coj ib tug lossis loj nyiaj txais, uas yog kiag li tsis yooj yim sua ces them. Lwm tus pom zoo rau nteg lub operating ua lag ua luam rau lub hom phiaj ntawm kev xeem rau prestige lub hom phiaj: mus nkag rau hauv lub voj voog ntawm cov neeg txiav txim siab seb txoj hmoo ntawm lwm tus neeg.

Nta ntawm no hom ntawm cov khoom

Khoom prestigious nyob rau hauv coob - nws yog yuav luag ib txwm ib tug nplua nuj. Villas, yachts, khoom kim heev thiab collectible tsheb, hniav nyiaj hniav kub, nyob ua si ... Lawv tsiag ntawv los ntawm nqi heev. Tsis tau lawv tsis tshua muaj muas. Yog li ntawd, nce mus rau qib ntawm cov neeg siv cov khoom xws li ib tug tshwj xeeb lub luag hauj lwm no yog ua si los ntawm qhov kev siv ntawm ib tug neeg, koj tus kheej kev muag khoom. Lawv advertising xav qhia txog uniqueness ntawm muas khoom. Thiab manufacturers xav kom muab faib rau txoj kev, uas qhia ntau txog kev lawv tshwj xeeb raws li txoj cai.

Housing raws li ib tug tseem ceeb khoom thov

Cov lwm kev khwv nyiaj txiag yog qhov chaw ntawm tib neeg lub siab nyiam thiab xav tau kev pab. Thiab lub hardest haiv neeg yuav ua tau raws li lawv cov tsev kawm ntawv. Ib txhia soj ntsuam txawm hais tias lub qis kev siv nyiaj rau khoom noj khoom haus thiab khaub ncaws (tus yam), ntau dua qhov lawv nyob rau ntawm vaj tse nyob. Nyob rau hauv tas li ntawd, lub "ru tsev saum koj lub taub hau" yog tseem muaj ib tug prestigious khoom thov. Cov neeg nrhiav kev mus sab laj txog lawv cov qib high social txoj hauj lwm, sim mus yuav ib tug xis kev pab tsis tau tsuas yog rau lub hom phiaj ntawm yooj yim, tab sis kuj yuav ua rau lwm leej lwm tus lawv wealth. Raws li ib qho piv txwv, nyob rau hauv Russia nyob rau hauv xyoo tsis ntev los nws tau tsim qhov kev siv ntawm zoo kawg li kim rau sawv daws, qhia leej twg yog tus "tswv ntawm lub neej"! Zoo los yog phem - kws txiav txim plaub rau koj tus kheej.

tau

Ntawm cov hoob kawm, prestigious khoom demand - ib hom ntawm lub neej motivator, ib tug ntawm cov kev txhawb tib neeg kev sib raug zoo ntaiv. Koj yuav tsis tsis kam ib tug tej yam zoo luag hauj lwm nyob rau hauv txoj kev loj hlob ntawm lawv lub teb chaws thiab cov zej zog. Tsis tau peb yuav tsum tsis txhob hnov qab tias cov kev nplua nuj - ib daim insidious thiab changeable, thiab nws yog zoo dua kom tau thiab nce credibility dua kev siv ntawm cov muas kev nplua nuj.