{"id":9686,"date":"2023-01-30T09:03:56","date_gmt":"2023-01-30T09:03:56","guid":{"rendered":"https:\/\/promoguy.nl\/market-positioning-tactics-for-b2b-companies\/"},"modified":"2024-09-25T20:22:30","modified_gmt":"2024-09-25T20:22:30","slug":"market-positioning-tactics-for-b2b-companies","status":"publish","type":"post","link":"https:\/\/promoguy.nl\/lt\/blog\/2023\/01\/30\/market-positioning-tactics-for-b2b-companies\/","title":{"rendered":"Rinkos pozicionavimo taktika B2B \u012fmon\u0117ms"},"content":{"rendered":"<p class=\"wp-block-paragraph\">Rinkos pozicionavimas yra labai svarbus aspektas kuriant savo po\u017ei\u016br\u012f \u012f <a class=\"wl-entity-page-link\"  href=\"https:\/\/promoguy.nl\/lt\/blog\/vocabulary\/marketing\/\" data-id=\"https:\/\/data.wordlift.io\/wl1503668\/entity\/marketing\" >rinkodara<\/a>, ypa\u010d d\u0117l konkurencijos. B2B \u012fmon\u0117s turi ypa\u010d atkreipti d\u0117mes\u012f \u012f \u0161\u012f aspekt\u0105, nes jos turi \u012frodyti geriausi\u0105 vert\u0119 savo klientams, naudodamos ma\u017eiau metod\u0173 nei B2C \u012fmon\u0117s.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">\u0160iame straipsnyje bus aptarti kai kurie svarb\u016bs prek\u0117s \u017eenklo k\u016brimo, diferencijavimo ir pozicionavimo aspektai.<\/p>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\">Kas yra rinkos pozicionavimas?<\/h3>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Papras\u010diau tariant, <a href=\"https:\/\/corporatefinanceinstitute.com\/resources\/management\/market-positioning\/\" target=\"_blank\" rel=\"noreferrer noopener\">rinkos pozicionavimas - tai poveikis vartotoj\u0173 suvokimui.<\/a> prek\u0117s \u017eenklo ar produkto vertinim\u0105, palyginti su konkurentais. Rinkos pozicionavimas leid\u017eia \u012fmon\u0117ms kontroliuoti pokalb\u012f apie savo prek\u0117s \u017eenkl\u0105 ir i\u0161skirti j\u012f i\u0161 konkurent\u0173. Tai nuolat matome kasdieniame gyvenime:<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li><strong>\"Apple\"<\/strong> pozicijas prie\u0161 <strong>\"Microsoft\"<\/strong> kaip prabangesn\u0117 OS.<\/li>\r\n\r\n\r\n\r\n<li><strong>Tesla<\/strong> pozicionuoja save kaip pa\u017eangiausi\u0105, o <strong>Mercedes<\/strong> pozicionuoja save kaip klasikin\u012f, remdamasi savo presti\u017einiu palikimu.<\/li>\r\n\r\n\r\n\r\n<li>Prekybos centrai, pvz. <strong>\"Lidl\"<\/strong> stengsis b\u016bti ekonomi\u0161kai efektyvus prie\u0161 <strong>vietin\u0117s parduotuv\u0117s<\/strong>.<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\">Pozicionavimo ir rinkodaros strategijos modeliai<\/h2>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Rinkodaroje yra daug pozicionavimo strategij\u0173 tip\u0173. Jos gali b\u016bti pagr\u012fstos \u012fvairiais elementais <a href=\"https:\/\/corporatefinanceinstitute.com\/resources\/management\/market-positioning\/\" target=\"_blank\" rel=\"noreferrer noopener\">rinkodaros priemoni\u0173 rinkin\u012f arba i\u0161or\u0117s veiksnius.<\/a>:<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li><strong>Produkto savyb\u0117s ir privalumai:\u00a0<\/strong>Remdamiesi pagrindiniu savo produkto privalumu ir naudodami j\u012f kaip rinkodaros strategij\u0105.<\/li>\r\n\r\n\r\n\r\n<li><strong>Produkto kaina:<\/strong>\u00a0I\u0161skirtinumas naudojant kainodar\u0105.<\/li>\r\n\r\n\r\n\r\n<li><strong>Produkto kokyb\u0117:\u00a0<\/strong>Pabr\u0117\u017ekite vert\u0119, kuri\u0105 gali suteikti j\u016bs\u0173 gaminiai, arba status\u0105, kur\u012f suteikia prek\u0117s \u017eenklas.<\/li>\r\n\r\n\r\n\r\n<li><strong>Produkto naudojimas ir pritaikymas:\u00a0<\/strong>J\u016bs\u0173 prek\u0117s \u017eenklo ir (arba) produkto susiejimas su konkre\u010dia paskirtimi.<\/li>\r\n\r\n\r\n\r\n<li><strong>Konkurentai:\u00a0<\/strong>Konkurencinis pozicionavimas stato dvi \u012fmones vien\u0105 prie\u0161 kit\u0105 ir jas lygina (prisiminkite \"Mac\" ir \"PC\" reklamas arba \"Coke\" ir \"Pepsi\" kov\u0105).<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Strateginiu pozicionavimu bandoma pasiekti tvar\u0173 konkurencin\u012f prana\u0161um\u0105, i\u0161skiriant konkre\u010dias ni\u0161as bendroje rinkoje, kurios kuo ma\u017eiau persidengia. Tai padeda nesusidurti su kitu prek\u0117s \u017eenklu, o konkurencinis pozicionavimas veikia prie\u0161ingai.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">B2B \u012fmon\u0117s da\u017enai susiduria su konkurencine erdve, kovoja d\u0117l klient\u0173 d\u0117mesio ir akcentuoja savo prana\u0161umus ir (arba) vert\u0119 potencialiems klientams, palyginti su konkurent\u0173 prana\u0161umais. I\u0161imtis - jei \u012fmon\u0117 veikia \"\u017eydrajame vandenyne\" ir teikia produkt\u0105, kurio niekas kitas negali pasi\u016blyti (pvz., konkre\u010diai pramonei skirt\u0105 programin\u0117s \u012frangos paket\u0105 arba produkt\u0105, kuris taip kruop\u0161\u010diai apsaugotas preki\u0173 \u017eenklu, kad jokia kita \u012fmon\u0117 negali pasi\u016blyti jo pakaitalo).<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Geriausiai tai iliustruoja prek\u0117s \u017eenklo pozicionavimo sistema:<\/p>\r\n\r\n\r\n<div class=\"wp-block-image\">\r\n<figure class=\"aligncenter size-full\"><img decoding=\"async\" class=\"wp-image-9707\" src=\"https:\/\/promoguy.nl\/wp-content\/uploads\/2022\/12\/Infographic_Race-planning.png\" alt=\"\" \/><\/figure>\r\n<\/div>\r\n\r\n\r\n<h2 class=\"wp-block-heading\">B2B prek\u0117s \u017eenklo pozicionavimas<\/h2>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\">Rinkodaros strategija ir konkurencin\u0117s pozicijos nustatymas<\/h3>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Teori\u0161kai B2B pozicionavimas pana\u0161us \u012f B2C, ta\u010diau prakti\u0161kai jis gali b\u016bti gana skirtingas. Pavyzd\u017eiui, kalbant apie B2B, tik\u0117tina, kad tur\u0117site konkurent\u0173 su labai pana\u0161iais produktais, kurie bandys patenkinti racionalius \u012fmon\u0117s poreikius. Tai da\u017enai rei\u0161kia, kad B2B \u012fmon\u0117ms tenka konkuruoti kainomis dar labiau nei vidutini\u0161kai B2C rinkoje, nes j\u0173 galutinis rezultatas turi b\u016bti arba efektyvumo didinimas, arba kain\u0173 ma\u017einimas.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Tod\u0117l vienas pirm\u0173j\u0173 b\u016bd\u0173, kaip galvojame apie kain\u0105, kokyb\u0119 ir strategin\u012f prana\u0161um\u0105, yra prek\u0117s \u017eenklo pozicionavimo \u017eem\u0117lapis:<\/p>\r\n\r\n\r\n<div class=\"wp-block-image\">\r\n<figure class=\"aligncenter size-full\"><img decoding=\"async\" class=\"wp-image-9692\" src=\"https:\/\/promoguy.nl\/wp-content\/uploads\/2022\/12\/Screenshot-2022-12-14-at-12.34.15.png\" alt=\"Prek\u0117s \u017eenklo pozicionavimo \u017eem\u0117lapis Rinkodara\" \/><\/figure>\r\n<\/div>\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Prek\u0117s \u017eenklo C kainos yra ma\u017eesn\u0117s, ta\u010diau kokyb\u0117 taip pat prastesn\u0117, tod\u0117l jis tikrai gali pasinaudoti konkurencin\u0117s kainodaros privalumais, taikydamas kain\u0173 skverbim\u0105si arba pa\u017eintin\u0119 rinkodar\u0105, pavyzd\u017eiui, si\u016blydamas pasi\u016blymus \u012fmon\u0117ms, kuri\u0173 kainas nustat\u0117 konkurentai. Prek\u0117s \u017eenklas A turi didesn\u012f prana\u0161um\u0105 prie\u0161 prek\u0117s \u017eenkl\u0105 B, nes jo kokyb\u0117 yra auk\u0161tesn\u0117, o kaina ma\u017eesn\u0117. \u0160iuo atveju prek\u0117s \u017eenklas B atsidurt\u0173 nepalankioje pad\u0117tyje, ta\u010diau yra ir kit\u0173 b\u016bd\u0173 i\u0161siskirti i\u0161 konkurent\u0173, i\u0161skyrus kain\u0105.<\/p>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\">Kaip atlikti konkurencin\u0117s kainodaros analiz\u0119<\/h3>\r\n\r\n\r\n<div class=\"wp-block-image\">\r\n<figure class=\"aligncenter size-large\"><img decoding=\"async\" class=\"wp-image-9702\" src=\"https:\/\/promoguy.nl\/wp-content\/uploads\/2022\/12\/Beige-and-Orange-Refined-Collage-Step-by-Step-Makeup-Tutorial-Instagram-Story-1-700x1244.png\" alt=\"\" \/><\/figure>\r\n<\/div>\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Atsi\u017evelgdami \u012f \u0161iuos \u017eingsnius, pateikiame kelet\u0105 patarim\u0173:<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Ma\u017eiausia kaina ne visada yra geriausias pasirinkimas. Vienas i\u0161 konkurencin\u0117s kainodaros tr\u016bkum\u0173 yra tas, kad d\u0117l rinkos perpildymo gali suma\u017e\u0117ti pelnas. Kaip aptarsime atvejo pabaigoje, didesn\u0117 kaina gali padidinti pardavimus, priklausomai nuo auditorijos l\u016bkes\u010di\u0173.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Nustatant preki\u0173 ir paslaug\u0173 kainas reik\u0117t\u0173 atsi\u017evelgti ne tik \u012f kain\u0105. Kai kurios \u012fmon\u0117s gali teikti platesn\u012f asortiment\u0105 naudodamos geresn\u0119 \u012frang\u0105 ar procesus. \u012e tai reikia atsi\u017evelgti nustatant pozicij\u0105 ir sugeb\u0117ti tinkamai pateikti argumentus.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Taip pat galite perskaityti i\u0161sam\u0173 straipsn\u012f apie <a href=\"https:\/\/promoguy.nl\/lt\/blog\/competitor-analysis-for-digital-businesses-101\/\" target=\"_blank\" rel=\"noreferrer noopener\">konkurent\u0173 analiz\u0117<\/a> daugiau informacijos.<\/p>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\">Diferenciacijos pozicionavimas<\/h3>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Diferencijavimui reikia daug konkre\u010di\u0173 rinkos segment\u0173 tikslin\u0117s atrankos ir pozicionavimo. Suraskite ir i\u0161tirkite savo tikslin\u0119 auditorij\u0105, sukurkite pirk\u0117jo asmen\u012f, nustatykite, ko tr\u016bksta esamiems B2B partneriams, ir sukurkite plan\u0105, kuriuo i\u0161siskirsite i\u0161 konkurent\u0173. \u0160tai kelios kategorijos, \u012f kurias reik\u0117t\u0173 atsi\u017evelgti ie\u0161kant su kaina nesusijusi\u0173 sri\u010di\u0173, kuriomis gal\u0117tum\u0117te i\u0161skirti savo produkt\u0105 i\u0161 konkurent\u0173:<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li>Kokyb\u0117.<\/li>\r\n\r\n\r\n\r\n<li>Veikimas.<\/li>\r\n\r\n\r\n\r\n<li>Dizainas arba savyb\u0117s.<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Jei negalite pakeisti savo produkto, galite u\u017etikrinti sklandesn\u012f proces\u0105 (tai ypa\u010d naudinga kuriant pozicionavimo strategijas paslaug\u0173 rinkodaros srityje):<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li>U\u017esakym\u0173 apdorojimo greitis arba efektyvumas.<\/li>\r\n\r\n\r\n\r\n<li>Galimyb\u0117 naudotis paslaugomis gali b\u016bti ypa\u010d naudinga \u012fmon\u0117ms, kuri\u0173 terminai yra trumpi arba nereguliar\u016bs.<\/li>\r\n\r\n\r\n\r\n<li>Laikas.<\/li>\r\n\r\n\r\n\r\n<li>Vieta.<\/li>\r\n\r\n\r\n\r\n<li>Platinimo b\u016bdai.<\/li>\r\n\r\n\r\n\r\n<li>Popardavimin\u0117s paslaugos ir palaikymas.<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Diferenciacijos pozicionavimas reikalauja, kad produktas gal\u0117t\u0173 apibr\u0117\u017eti save prie\u0161 konkurentus taip, kad jo neb\u016bt\u0173 galima pakeisti ar lengvai pakeisti. \u0160ia prasme toki\u0105 pozicij\u0105 turin\u010dios \u012fmon\u0117s gali ie\u0161koti \u012fmoni\u0173, turin\u010di\u0173 speciali\u0173 poreiki\u0173 savo darbo procese.<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\">Praktiniai rinkos pozicionavimo atvejai<\/h2>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\">\"Microsoft\" prie\u0161 \"Apple<\/h3>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Tarp garsi\u0173 prek\u0117s \u017eenklo pozicionavimo pavyzd\u017ei\u0173 galima pamin\u0117ti \"Microsoft\" ir \"Apple\" kaip puikius prek\u0117s \u017eenklo pozicionavimo komunikavimo pavyzd\u017eius, nors jie yra to paties sektoriaus atstovai.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">\"Apple <a href=\"https:\/\/www.amati-associates.com\/digital-products\/brand-positioning\/apple\/\" target=\"_blank\" rel=\"noreferrer noopener\">pozicionavimo parei\u0161kimas<\/a> yra toks:<\/p>\r\n\r\n\r\n<div class=\"wp-block-image\">\r\n<figure class=\"aligncenter size-large\"><img decoding=\"async\" class=\"wp-image-9706\" src=\"https:\/\/promoguy.nl\/wp-content\/uploads\/2022\/12\/Apple-Positioning-Statement-1-700x700.png\" alt=\"&quot;Apple&quot; pozicijos parei\u0161kimas\" \/><\/figure>\r\n<\/div>\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Kita vertus, \"Microsoft\" i\u0161liko dominuojanti, nes <a href=\"https:\/\/panmore.com\/microsoft-corporation-vision-statement-mission-statement-analysis\" target=\"_blank\" rel=\"noreferrer noopener\">\u017eaid\u017eia su savo am\u017einojo \u017emogaus palikimu.<\/a>:<\/p>\r\n\r\n<p>&nbsp;<\/p>\r\n<p>&nbsp;<\/p>\r\n<div class=\"wp-block-image\">\r\n<figure class=\"aligncenter size-large\"><img decoding=\"async\" class=\"wp-image-9710\" src=\"https:\/\/i0.wp.com\/promoguy.nl\/wp-content\/uploads\/2022\/12\/Microsoft-Mission-Vision-2.png\" alt=\"&quot;Microsoft&quot; pozicijos parei\u0161kimas\" \/><\/figure>\r\n<\/div>\r\n\r\n\r\n<p class=\"wp-block-paragraph\">\u017dvelgiant \u012f \u0161iuos du teiginius i\u0161ry\u0161k\u0117ja keletas temini\u0173 skirtum\u0173:<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li>\"Apple\" daugiausia d\u0117mesio skiria <strong>individualizmas<\/strong>, o \"Microsoft\" daugiausia d\u0117mesio skiria <strong>bendradarbiavimas<\/strong>, <strong>\u012fmoni\u0173 sinergija<\/strong>.<\/li>\r\n\r\n\r\n\r\n<li>\"Microsoft\" kalba apie tai, kaip i\u0161naudoti visas <strong>\u017emon\u0117s<\/strong> ir <strong>\u012fmon\u0117s<\/strong>.<\/li>\r\n\r\n\r\n\r\n<li>\"Apple\" daugiausia d\u0117mesio skiria <strong>inovacijos<\/strong> ir <strong>pa\u017eanga<\/strong>.<\/li>\r\n\r\n\r\n\r\n<li>\"Microsoft\" kalba apie savo <strong>produktai kaip geresnio darbo priemon\u0117s.<\/strong>.<\/li>\r\n\r\n\r\n\r\n<li>\"Apple\" apie savo produktus kalba kaip apie <strong>revoliucinis, novatori\u0161kas<\/strong>ir net<strong> pasaul\u012f kei\u010diantis<\/strong>.<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\">\"Chivas Regal\" prek\u0117s \u017eenklo pozicionavimo panaikinimo ir perpozicionavimo rinkos strategija<\/h3>\r\n\r\n\r\n<div class=\"wp-block-image\">\r\n<figure class=\"aligncenter size-large\"><img decoding=\"async\" class=\"wp-image-9795\" src=\"https:\/\/promoguy.nl\/wp-content\/uploads\/2023\/01\/ChivasRegal-Wiki-700x707.jpg\" alt=\"&quot;Chivas Regal&quot; pozicionavimo strategija\" \/>\r\n<figcaption class=\"wp-element-caption\">Vaizdas per <a href=\"https:\/\/en.wikipedia.org\/wiki\/nl:User:Algont\">Algont<\/a>\u00a0adresu\u00a0<a href=\"https:\/\/en.wikipedia.org\/wiki\/nl:\">Oland\u0173 Vikipedija<\/a><\/figcaption>\r\n<\/figure>\r\n<\/div>\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Kainos nustatymas konkurencin\u0117je aplinkoje ne visada rei\u0161kia lenktynes d\u0117l ma\u017eiausios kainos. Da\u017enai \u012fmon\u0117 gali nustatyti auk\u0161tesn\u0119 kain\u0105, kad u\u017eimt\u0173 auk\u0161tesn\u0119 viet\u0105 rinkoje. Jos taip pat gali taikyti diferenciacijos pozicionavim\u0105. Pavyzdys: Chivas Regal\" (nors tai n\u0117ra B2B \u012fmon\u0117, \u0161is atvejis gerai atskleid\u017eia kainos suvokim\u0105).<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">I\u0161 prad\u017ei\u0173 sukurtas kaip pigesnis viskis, kurio skonis \u0161velnesnis, nei paprastai leid\u017eia jo kaina, ta\u010diau pirmin\u0117 \u0161io alkoholio mil\u017eino serija jokiu b\u016bdu nebuvo i\u0161skirtin\u0117. Problema buvo ne produktas ar prek\u0117s \u017eenklo rinkodaros pastangos, o klient\u0173 l\u016bkes\u010diai.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Viskio m\u0117g\u0117jai renkasi vidutin\u0117s ar auk\u0161tesn\u0117s klas\u0117s visk\u012f, nes tai yra g\u0117rimas, turintis tam tikr\u0105 \u012fvaizd\u012f: stilingas, oficialus, rei\u0161kiantis s\u0117km\u0119 ir da\u017enai naudojamas kaip dovana eruditui d\u017eentelmenui. D\u0117l \u0161i\u0173 ypating\u0173 savybi\u0173 pigus g\u0117rimas gali b\u016bti nenaudingas. Sprendimas: padidinti kain\u0105 nekei\u010diant produkto.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Padid\u0117jus kainai susidar\u0117 naujas \u012fsp\u016bdis apie prek\u0117s \u017eenkl\u0105. D\u0117l savoti\u0161ko ka\u0161tais pagr\u012fsto placebo efekto klientai \u0117m\u0117 vertinti prek\u0117s \u017eenkl\u0105 kaip alkohol\u012f u\u017e patobulint\u0105 palet\u0119.<\/p>","protected":false},"excerpt":{"rendered":"<p>Rinkos pozicionavimas yra labai svarbus aspektas kuriant rinkodaros metod\u0105, ypa\u010d atsi\u017evelgiant \u012f konkurencij\u0105.<\/p>","protected":false},"author":1,"featured_media":12775,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"wl_entities_gutenberg":"","footnotes":""},"categories":[13,10],"tags":[179,180,178],"wl_entity_type":[47,54],"class_list":["post-9686","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-online-marketing-en","category-online-presence","tag-marketing-positioning","tag-marketing-positioning-tactics","tag-positioning","wl_entity_type-article","wl_entity_type-faq-page"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.8 (Yoast SEO v27.8) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Market Positioning Tactics For B2B Companies - Promoguy Digital Marketing Agency<\/title>\n<meta name=\"description\" content=\"Market positioning is a crucial part of building your niche among competitors. 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