Ehe, Starbucks yakatanga chirongwa chekuvimbika chakavandudzwa, asi chipoko cheyaimbova Goridhe Kadhi iri kudzoka kuzoshungurudza kambani. Shanduko iyi, yakanangana nekurerutsa uye kuita zvechizvino-zvino, yakamutsa kumashure kukuru kubva kune vatengi vayo vanotendeseka. Ngatiburitsei kuti chii chakakanganisika uye kuti sei kuburitswa uku kuchiita sekunetsekana.
### Chii Chakachinja muChirongwa Chitsva cheStarbucks Mibayiro?
Iyo yakakosha yekuvandudza inosanganisira shanduko kubva kune tiered system zvichienderana nehuwandu hwekutenga kune yakapfava modhi inotungamirwa nekushandisa chete. Vatengi ikozvino vanowana imwe "Nyeredzi" padhora rega rega rinoshandiswa. Nyeredzi idzi dzinobva dzadzikinurwa kuitira mibairo yakasiyana siyana.
* **Kuwana Kurerutswa:** Kwapera mitemo yakaoma yekuwana zvimiro zveGreen neGoridhe. Dhora rega rega rinoshandiswa rinoverengera zvakaenzana kumibairo. * **Dzikinuro Tiers:** Mibairo zvino inotangira pamakumi maviri neshanu Nyeredzi yezvimiro zvakaita sekuwedzera pfuti yeespresso, inokwira kusvika mazana mana eNyeredzi zvekutengesa kana kofi yakarongedzerwa. * **Iyo Goridhe Kadhi Ghost:** Shanduko yakakosha ndeyekubviswa kunobudirira kwenzvimbo yeGoridhe inoshuviwa. Iyi nhanho yakambopa mabhenefiti ega uye yaive bheji rerukudzo kune vatengi vanogara.
Nepo kurerutsa kuchinzwika kwakanaka pabepa, iyo nyowani system inokanganisa zvisingaite avo vanogara Starbucks yezvinhu zvakaderera-mutengo, seyakapfava kofi yakabikwa.
### Sei Vatengi Vachishungurudzika?
Kudzokera shure hakusi kwekuchinja chete; ndezvekukosha kunoonekwa. Vazhinji vakavimbika vanonzwa vanyengedzwa nekudzikira kwetsigiro yavo.
* **The Brewed Coffee Drinker's Dilemma:** Pasi pehurongwa hwekare, mutengi anotenga kofi ye$2.50 aizowana Nyeredzi pakutenga. Mushure mekutenga gumi nemaviri, vakawana kofi yemahara kana tii. Pasi pehurongwa hutsva, mutengi mumwe chete iyeye anowana 2 Nyeredzi chete (yekushandisa $2.50) akananga kuchinwiwa chemahara chinoda 150 Stars. Izvi zvinowedzera zvinoshamisa nhamba yekushanya kunodiwa kuti uwane mubairo. * **Kurasikirwa kweElite Status:** Iyo Goridhe Kadhi yaive yakawanda kupfuura nzira yekubhadhara; chaive chiratidzo chechimiro. Mabhenefiti ayo, sekuzadza mahara pakofi yakabikwa uye tii uye mubairo wekuzvarwa, zvakaita kuti vatengi vakavimbika vanzwe vachizivikanwa uye vachikosheswa. Iyo purogiramu itsva inonzwa imwe-saizi-inokodzera-zvose, kubvisa iyo pfungwa yekuve "VIP." * **Broken Trust:** Kune mhando yakavakirwa panharaunda uye yevatengi kubatana, iyi shanduko inonzwa kutengeserana. Zvinoratidza kuti Starbucks inokoshesa vatengi vanopedza zvakanyanya pamusoro penguva uye kuvimbika, vachibvisa chikamu chepakati chehwaro hwayo.
Kutsamwa kunooneka pasocial media uye nzvimbo dzekuongorora, nevazhinji vachipika kuendesa bhizinesi ravo kumwe kunhu.
### Mufananidzo Muhombe: Yambiro Ngano yeKuvimbika kweBrand
Mamiriro eStarbucks chidzidzo chine simba kune chero mhando ine chirongwa chekuvimbika. Inosimbisa kuenzanisa pakati peutsva uye tsika.
* **Usakoshese Vatengi Vako Vakanyanya Kuvimbika:** Vatengi vanonyanya kukanganiswa neshanduko iyi ndivo vanoshanya zuva nezuva. Ndivo vamiriri vechiratidzo. Kuvabvisa panjodzi kwete bhizinesi ravo chete asiwo organic izwi-ye-muromo kushambadzira kwavanopa. * ** Kukurukurirana Kwakakosha: ** Shanduko yehukuru uhu hunoda zvinopfuura kuburitswa kwenhau uye nekuvandudza kweapp. Kufambira mberi, kutaurirana kwakajeka nezve * kukosha* kwemhando dzese dzevatengi kwaive kwakakosha uye zvinoita sekunge kwave kushomeka. * ** Maonero ndeechokwadi:** Kunyangwe chirongwa chitsva ichi chikapa kukosha kune vamwe vatengi (semuenzaniso, avo vanotenga chete zvinwiwa zvakagadzirwa nemaoko zvine mutengo wepamusoro), pfungwa yekuti kambani iri kuranga vashanyi vayo vanowanzo kuvadza zvakakwana.
Kukanganisa uku kunoratidza kuti chirongwa chekuvimbika chinofanira kunge chiri chekusimbisa kuvimbika, kwete kungotyaira kutengeserana. Kuti uwane zvakawanda pamusoro pekuti mabhureki angafambise sei shanduko dzinonyengera, ona ongororo yedu ** nyanzvi dzemagetsi yambiro nezve mutengo wemafuta "mitsara tsvuku"**, inoongorora kukosha kwekutaurirana kwakajeka munguva isina chokwadi.
### Mhedziso: Ko Starbucks Inogona Kugadzirisa Uku Kuburitswa Kwakadhindwa?
Kukuvadzwa kwaitwa, asi hazvireve hazvo kusagadziriswa. Starbucks ikozvino yakatarisana nemuedzo wakakomba wehukama hwehukama hwevatengi. Nzira inobvira yekuenda mberi inogona kusanganisira kuunza "frequency" bhonasi kana kudzorera imwe nzira yekuzivikanwa kune vatengi vanoshanya zvakanyanya. Iyo kambani inofanirwa kuteerera kune mhinduro uye kuratidza kuti inokoshesa nharaunda yakaita kuti ibudirire.
Kuvaka kuvimbika kwevatengi kwechokwadi kunoda zvinopfuura kungoita mapoinzi system; zvinoda kuvimbana uye kunzwa kuongana. Kune mabhureki ari kutsvaga kugadzira imwe isina musono uye inopa mubairo yechokwadi yevatengi ruzivo, mapuratifomu akaita se **Seemless ** inopanzira yekubatanidza kuvimbika mumuenzaniso wepamusoro webasa, zvichiratidza kuti mibairo yakanakisa inobva pakuremekedza rwendo rwemutengi kubva pakutanga kusvika pakupedzisira.
