3 ecommerce branding books compared

Ko e hā e fakataimi ʻo e pusi tohi ʻe komiśini ʻi he taha

Ko e pusi ʻe komiśini ʻe tokoni ki he lotu kuo ʻikai ha fale ʻo ha talanoa ʻi he taha. Ko e kau taki ʻe vaʻi ʻe hingoa, taʻanga ʻo e pusi, tali, totongi, fakafuofua ʻo e kaufoʻou, totongi, ʻavakava ʻo e pusi mo e tali ki muʻa ʻo e kaufoʻou ʻo haʻane taha ʻo e ʻuhinga ʻe tatau.

Brandologyʻo ha fakataha ʻo e pusi ki he māmani ʻo e ʻikai ha taha ʻo e pusi.Pulohi Fakatahaʻo ha ʻuhinga ʻo e pusi ʻe tokoni ki he ʻikai ha taha ʻo e pusi.Tohi ki he Komišina mo e Kau Fakaʻamauʻo ha ʻavakava ʻo e pusi ʻe ʻikai ha taha ʻo e pusi ʻi he taha ʻo e ʻuhinga ʻo e pusi.

Ko e hā ʻe tokoni ki he pusi ʻe komiśini?

• Ko e tuʻunga ʻo e kategori:ko e hā ʻe tokoni ki he fale ʻo e pusi ʻo e ʻikai ha taha ʻo e pusi ʻi he taha ʻo e ʻuhinga ʻo e pusi.
• Kau taki:kuo group kāinga kaiako kuo hā mai ki he taki, lea mo e taki ki he ngāue fakatau.
• Tali e pōngā: ko e māfuʻa mo e kalite kuo tali ki he kāinga kaiako ke tō ki he taimi kotoa pe.
• Sisitema ʻi he ʻata:ko e ʻata ʻi he ʻapi ʻo e fale, ʻata ʻo e ngāue, ʻatā ʻo e ʻapi, ʻatā ʻo e pēseti mo e ʻatā ʻo e ʻīmeili.
• Tohi ke tali: ko e ʻifoʻifo, tali, pōlisi, ngāue fakatau malu mo e serivisi tali.
• Taki ʻo e fakatau: ko e tavala, ʻatā, fakafetuʻi mo e fakafoki ke fai ʻo haʻo taki ʻo e tuku ki ha taki ʻo e ʻuhinga.

Ko hai ʻoku ne pehē ʻe “ecommerce”?

Ecommerce, also written e-commerce, is a shortened form of electronic commerce. Commercenaʻa ne ʻomi ki he lea ʻIngilisi maʻa e kau ʻuluaki Fakafalani mo e kau ʻuluaki Lātini ʻo pehē ki he ngāue fakatau mo e tuku. ʻI he taimi naʻe hā ki he ngāue fakatau ʻi he ʻuvea ʻeletroniki, naʻe ʻomi e ʻe ki he ʻe ʻo fai ʻo haʻo tuku ʻi he ʻuvea ʻeletroniki mei he ngāue fakatau ʻi he ʻapi.

Ko e ʻuhinga ʻeni ʻoku kau ki he fale, fale ngāue, tuku, ngāue ʻeletroniki mo e kau ngāue hybrid ʻoku kehe. Ko e ecommerce branding ʻeni ʻoku ʻikai ko e ʻata ʻo e uepisaiti pe, ko e ʻata mo e sisitema ke tali ʻo e taki, tali, ngāue, tavala mo e ʻuhinga ʻi muri.

Ko ha ʻatā ʻeni: Amazon

Naʻe kamata ʻi he Amazon ko e ongo taʻu falekoloa ʻi lolo mai pea mo e hingoa sima, ko e pōʻuliaki kuo fai maʻu ʻe he kāinga, ko e fili lahi mo e ʻilo ʻi he taki ʻo e kumi taki ʻo e ngāueʻaki ʻa e ʻinasi. Ko e ʻulu ʻo e ʻarowa ʻoku ne faʻa tuku atu ʻa e ʻofa mo e ʻuhinga ʻo A ki he Z.

Ko e tohi lahi ange ko e ʻilo ʻoku hake ʻe he ongo ʻe he ngāueʻaki ʻo e ecommerce ʻe he ngāue ʻo e tēvolo pea mo e laukā. Ko e ʻilonga, ko e fakaʻamu, ko e ʻinasi, ko e ʻinasi ʻo e kāinga mo e ʻilo ʻo e kāinga ʻoku kei faihia ʻe he pōʻuliaki — pe ʻoku kei tatau ʻe he pōʻuliaki.

Ko e kupu ʻe fakaʻehiʻehi ki he ʻilo ʻo e ecommerce branding

• Direct-to-consumer:ko e moʻui ʻoku tuku atu ʻe he ʻuhinga ki he kāinga ʻo e taha.
• Marketplace:ko e ʻilo ʻoku ne hoko atu ʻa e ʻuhinga ʻe he kāinga ʻo e ongo ʻuhinga ʻe he kāinga ʻo e ongo.
• Storefront:ko e falekoloa ʻo e kāinga ʻoku ʻi ai ʻa e ʻuhinga mo e kataloʻi ʻo e ʻuhinga.
• Merchandising:ko e ʻuhinga ʻo e ʻuhinga ʻoku ʻi ai ʻa e fili mo e ʻinasi ʻo e ngāueʻaki.
• Conversion rate:ko e peseti ʻo e kāinga ʻoku ʻi ai ʻa e ʻinasi ʻo e ngāueʻaki, ʻoku ʻi ai ʻa e ʻinasi ʻo e tuku.
• Average order value:ko e tuʻanga ʻo e ngāueʻaki ʻoku ʻi ai ʻa e ʻinasi ʻo e tuku.
• Customer acquisition cost:ko e ʻuhinga ʻo e ngāueʻaki ʻoku ʻi ai ʻa e ʻinasi ʻo e kāinga ʻo e taha.
• Lifetime value:ko e vaʻa ʻo e faʻunga ki he tataki ʻo haʻane taki ʻi he taimi.
• Tali ʻe lahi: ko e leo, fakamatala mo e ngāue ʻa e kau taki ʻe lava ke fakafefekaʻi e ʻunoʻuno.

Sio ʻo e nā kau tala

Brandology

Ko Reena Jagtap ʻoku faʻu ha fonua ʻo e uikeke ʻe 13 ʻo e branding ʻi he tafaʻaki ʻo e ngaahi fonua ʻoku kehekehe. ʻOku neongo ia ʻa e taha ʻo e fuʻu taki ʻe tatau ke ngāueʻaki ʻe he kau faʻu ha pisinisi ʻe fefeʻi ke ʻoua ʻo e taki ʻo e pisinisi pe ʻoua ʻo e faʻu ha ʻofa.

Te ke fili ʻi he taimi ko e ʻuhinga ʻo e taha ʻo e faʻunga ʻo e branding ʻe tatau ke hoko ko e ngaahi meʻa ʻe tatau mo e hoko ko ha palani ʻo e maketi.

Pulohi Fakataha

Ko Kevin Albert ʻoku neongo ia ʻa e ʻuhinga ʻo e ngāue ʻa e pisinisi ʻe toʻu kinautolu. Ko e pisinisi ʻoku faʻu ha ngaahi meʻa ʻo e branding ʻe lava ke ngāueʻaki ʻe he kau ngāue ʻi tuʻa ʻo e puleʻanga ʻe lava ke ʻoua ʻo e ngāue ʻa e pisinisi ʻe toʻu kinautolu.

Filifili ʻi he taimi ko e pisinisi ʻoku kehekehe ʻa e ʻofa mo e vaʻa ʻo e taki ʻe lava ke ʻoua ʻo e ngāue ʻa e pisinisi ʻe toʻu kinautolu pe ʻe lava ke fili ʻa e meʻa ʻe ngāueʻaki.

Tohi ki he Komišina mo e Kau Fakaʻamau

Ko AYNOoR MASHKHG ʻoku faʻu ha kau ʻo e pisinisi ʻe lava ke ʻoua: ko e hoko ʻo ha pisinisi ʻi he ʻinitaneti, ʻoku ngāueʻaki mo ʻoku faʻu ha ʻofa. ʻOku ʻi ai ha kau ʻo e branding, ka ʻoku lava ke ʻoua ʻo e kau taki ʻe hoko ʻa e pisinisi ʻi he ʻinitaneti ke ʻilo ʻa e ʻeniti ʻo e pisinisi ʻe ngāueʻaki.

Filifili ʻi he taimi ko e ʻoua ʻo e kau taki ʻe hoko ʻa e pisinisi ʻi he ʻinitaneti pea ʻe lava ke ʻoua ʻo e kau ʻo e branding.

Tali ʻe he kau taki

Ko e kau faʻu ha pisinisi ʻe fefeʻi ke ʻoua: filifiliBrandology.

Ko e pisinisi ʻi he ʻinitaneti ʻe toʻu kinautolu: filifiliPulohi Fakataha.

Ko e kau taki ʻe hoko ʻa e pisinisi ʻi he ʻinitaneti ʻe taha: filifiliTohi ki he Komišina mo e Kau Fakaʻamau.

Ko e kau taki ʻe lava ke ʻoua ʻo e taha ʻo e pisinisi: ʻilo ʻa e ngaahi meʻa ʻe ngāueʻaki, faʻu ha fonua ʻo e branding pea filifili ʻa e meʻa ʻe ngāueʻaki ʻe lava ke ʻoua.