Uma sikhuluma ngenzuzo yemakethe yesakhiwo, asibhekiseli nje kuphela emushweni othakazelisayo ovela encwadini yezomnotho, kodwa eqinisweni elingokoqobo kakhulu: ezinye izinkampani kanye nama-ejenti anenkundla yokudlala engcono kunezinye. Ukuqonda ukuthi kungani lokhu kwenzeka kudinga ukubhekisisa izakhiwo zemakethe , indlela ukuncintisana okuhlelwe ngayo, kanye nendlela ezinye izinhlangano ezifinyelela ngayo isikhundla okunzima ukusilingisa.
Ngesikhathi esifanayo, indlela ephelele yokuhweba ebizwa ngokuthi ukuhweba okuhlelekile iye yathuthuka ezimakethe zezimali , ezama ngqo ukuthola la maphethini emakethe aphindaphindayo ukuze ithole inzuzo. Futhi, ngaphezu kwakho konke, lokhu kuhlangana nomqondo wendabuko wenzuzo yokuncintisana yenkampani , okuchaza ukuthi kungani ezinye izinkampani ziqhubeka nokwenza kahle kakhulu kunezimbangi zazo ngenzuzo, inzuzo, kanye nesabelo semakethe.
Isakhiwo semakethe: izinhlobo, izinzuzo kanye nokungalungi
Isakhiwo semakethe sibhekisela enanini lezinkampani nabathengi abahlanganyela embonini, usayizi wazo ohlobene, izinhlobo zemikhiqizo enikezwayo, kanye nezinga lokulawula abanalo phezu kwamanani. Ngokusekelwe kulezi zici, sihlukanisa amamodeli amaningana: ukuncintisana okuphelele, i-monopoly, i-oligopoly, ukuncintisana kwe-monopolistic, i-oligopsony, kanye ne-monopsony.
Kunoma iyiphi imakethe, singabona izinto ezifana nenani labaphakeli nabathengi , ukufana noma ukwahlukana komkhiqizo, ukulula kokungena noma ukuphuma kulo mkhakha (izithiyo zokungena nokuphuma), ulwazi olutholakalayo, kanye nendlela ukuncintisana okwenzeka ngayo (kuphela ngentengo noma futhi ngekhwalithi, ukukhangisa, izinsizakalo ezengeziwe, njll.). Lezi zici zinquma ukuthi ubani onamandla emakethe futhi, ngenxa yalokho, inzuzo engaba khona yesakhiwo.
Ngokuvamile, uma kunabathengisi nabathengi abaningi, imikhiqizo efanayo, kanye nokungena okulula, sikhuluma ngezimakethe ezincintisanayo . Lapho inani labaphakeli lincane, noma kukhona elilodwa kuphela, kuvela izakhiwo ezifana ne-oligopoly kanye ne-monopoly, lapho inkampani noma iqembu lezinkampani lingakha khona amanani, izimo, futhi lize lithonye ukungena kwezimbangi ezintsha.
Kubalulekile ukukhumbula ukuthi umhlaba wangempela umpunga kunezincwadi zokufunda: amamodeli amsulwa awatholakali kangako, kodwa asebenza ekuqondeni ukuthi inzuzo yemakethe etholakala esakhiweni lapho umuntu esebenza khona ikhiqizwa futhi igcinwa kanjani.
Ukuncintisana okuphelele kanye nenani lako njengereferensi yethiyori
Lokho okubizwa ngokuthi ukuncintisana okuphelele kuyimodeli efanelekile engavamile ukuvela ngesimo sayo esimsulwa empeleni, kodwa kubalulekile ekufundeni ukuthi imakethe isebenza kanjani lapho kungekho nhlangano eyodwa enamandla anele okushintsha intengo ngokwayo. Kulesi simo, kunabathengi abaningi nabathengisi abaningi, bonke bancane uma kuqhathaniswa nobukhulu bemakethe.
Ukuze imakethe ibhekwe njengomncintiswano ophelele, kumele kuhlangatshezwane nezimo eziningana: inani elikhulu kakhulu labathengi nabathengisi , imikhiqizo efanayo nengahlukaniseki, ulwazi oluphelele nolulinganayo lwabo bonke, kanye nenkululeko ephelele yokungena nokuphuma kwezinkampani ngaphandle kwezithiyo ezibalulekile zomthetho, zobuchwepheshe, noma zezimali. Ngaphansi kwalezi zimo, izinkampani "zithatha intengo": zamukela intengo enqunywa ukusebenzisana phakathi kokunikezwa kanye nesidingo.
Phakathi kwezinzuzo zalolu hlobo lwemakethe kukhona ingcindezi enamandla yokusebenza kahle: izinkampani ezingakhiqizi kahle zithola inzuzo ephansi futhi zisengozini yokuphuma ebhizinisini, kuyilapho izinkampani ezisebenza kahle kakhulu zisinda futhi zingathola inzuzo efanelekile. Ngaphezu kwalokho, njengoba imikhiqizo ifana, ukukhangisa akudingekile futhi intengo ikhombisa kakhulu izindleko. Kukhona futhi ukuthambekela kokukhiqiza izimpahla eziningi ezihlangabezana nezintandokazi zabathengi ezijwayelekile.
Kodwa-ke, ukuncintisana okuphelele kunezinkinga ezinkulu . Kungaholela ekusatshalalisweni okungalingani kwemali engenayo, njengoba labo abanezici eziningi zokukhiqiza (imali, umhlaba, amakhono angavamile) bathola ingxenye enkulu yemali engenayo. Izimpahla ezithile ezikhiqiza izinto zangaphandle ezimbi, njengokungcola, zikhiqizwa ngokweqile ngoba izindleko zazo zomphakathi azifakwanga. Ngaphezu kwalokho, izisusa zokutshala imali kubuchwepheshe obusha zilinganiselwe: izimbangi zingakopisha ngokushesha izindlela ezisebenza kahle kakhulu, zinciphise umvuzo womsunguli.
Ngaphezu kwalokho, ukufana kwemikhiqizo kunciphisa ukuhlukahluka nokukhetha ngokombono womthengi. Izibonelo ezilinganiselwe zokuncintisana okucishe kube okuphelele zifaka phakathi izimakethe ezithile zezolimo noma zezinhlanzi , lapho abathengisi nabathengi abaningi behlangana khona futhi amanani abekwa ngezindali eziguquguqukayo nezincintisanayo.
I-Monopoly: amandla aphelele omhlinzeki
I-monopoly iphambene nokuncintisana okuphelele: kunomthengisi oyedwa kuphela nabathengi abaningi. Le nkampani ilawula konke ukuhlinzekwa komkhiqizo noma isevisi futhi, uma kungekho mthethonqubo, inganquma intengo kanye nobuningi obukhiqizwayo ngokuzikhethela okuphezulu.
Isici esibalulekile se-monopoly ukuthi ivame ukuvikelwa yizithiyo ezibalulekile zokungena . Lezi zithiyo zingaba zemvelo (ukulawulwa okukhethekile kwezinto eziluhlaza ezibalulekile, njengemayini eyodwa), ezisemthethweni (amalungelo obunikazi, izivumelwano zikahulumeni, amalayisense okunzima ukuwathola), noma ezithathwe esakhiweni sezindleko (ama-monopoly emvelo, lapho izindleko ezimaphakathi zincipha khona kancane kancane njengoba ukukhiqizwa kwanda, njengoba kuvame ukwenzeka kwezinye izingqalasizinda zenethiwekhi).
Izinzuzo zayo ezingaba khona zifaka phakathi ukukhiqizwa okuzinzile, futhi kwezinye izimo, ikhono lokuqhubeka nokuqashwa, njengoba inkampani igxila yonke imisebenzi emkhakheni. Ezindaweni ezifana nezinsizakalo zomphakathi, i-monopoly elawulwa kahle ingasebenzisa iminotho yobukhulu ukuze inikeze insizakalo ngendlela ehlelekile futhi, ngokombono, ngezindleko eziphansi ezimaphakathi.
Kodwa-ke, izinkinga zokuphatha inkampani eyodwa zibalulekile. Ngaphandle kokuncintisana okuqondile, abathengi banezindlela ezimbalwa noma abanazo nhlobo, okususa ukukhetha okukhululekile. Ingcindezi yokuthuthukisa ikhwalithi noma ukusungula izinto ezintsha iyancipha, njengoba inkampani ingesabi ukulahlekelwa amakhasimende yimbangi. Ikhono lokukhetha ukuthi izosebenza kuphi ngaphakathi komkhakha nalo libuthakathaka, njengoba kunomqashi oyedwa kuphela. Konke lokhu kungaholela emananini aphezulu, ikhwalithi ephansi, kanye nokusatshalaliswa kwemali engenayo okusobala ukuthi kuthanda umuntu oyedwa.
Izibonelo ezijwayelekile zama-monopoli (noma eduze kwama-monopoli) yizinsizakalo ezithile zomphakathi ezifana nokuhlinzekwa kukagesi, ukuphathwa kwamanethiwekhi ezitimela noma ezinye izinsizakalo zokuhlanza zasemadolobheni ezindaweni ezinikezwe inkampani eyodwa.
I-Oligopoly: abadlali abambalwa abanamandla amaningi
Ku- oligopoly, inani elincane lezinkampani lilawula iningi lokunikezwa kwenani elikhulu labathengi. Lezi zinkampani ziyazi ukuthi kukhona izimbangi zazo nokuthi izinqumo zazo mayelana namanani, ubuningi, noma ukusungula izinto ezintsha zithonya imakethe yonke.
Esinye sezici zayo ezibaluleke kakhulu ukuncika kwesu : inkampani ngayinye icabangela ukusabela okungenzeka kwabanye lapho ibeka izinqubomgomo zayo zezentengiselwano. Bangancintisana kakhulu, kodwa futhi bangaxhumana buthule noma ngokusobala ukuze balondoloze amanani aphezulu futhi bahlukanise imakethe, eyaziwa ngokuthi i-cartel.
Phakathi kwezinzuzo ze-oligopoly yikhono lokukhiqiza inzuzo ephezulu, engaxhasa ucwaningo, intuthuko, kanye nemisebenzi yokusungula izinto ezintsha. Lokhu kuvumela ukuvela kwemikhiqizo emisha, ukuthuthukiswa kobuchwepheshe, kanye nezinqubo zokukhiqiza ezisebenza kahle kakhulu. Ngaphezu kwalokho, ukukhiqizwa okuhlanganyelwe yinani elilinganiselwe labadlali kungenza kube lula izivumelwano zokusebenzisa inzuzo yomnotho wesilinganiso futhi kunciphise izindleko ezimaphakathi.
Ngakolunye uhlangothi, amandla okulungisa amanani angaba yinkinga enkulu kubathengi. Uma izinkampani zihlangana, ngokusemthethweni noma ngokungahleliwe, zingagcina amanani aphezulu ngokwenziwa futhi zinciphise ukunikezwa. Lapho izinga lentengo lihluka kakhulu eqinisweni lezindleko kanye nenhlalakahle yomphakathi, isakhiwo siba yisimo esibi kakhulu emphakathini.
Izibonelo zezimakethe ze-oligopolistic uphethiloli (izinkampani ezimbalwa ezinkulu zikawoyela), umkhakha wamabhange emazweni amaningi, noma i-OPEC uqobo emakethe kawoyela yomhlaba wonke, esebenza njengeqembu lamazwe akhiqizayo avumelana ngezabelo zokukhiqiza ukuze athonye intengo yamazwe ngamazwe.
Ukuncintisana kodwa: phakathi kokwehlukahlukana nokungasebenzi kahle
Ukuncintisana kwe-monopolistic kuphakathi nendawo: kunezinkampani eziningi, kodwa ngayinye inikeza umkhiqizo ohlukile ongafani ncamashi nowabancintisana nabo. Imikhiqizo ifana kakhulu, kodwa inezici, izinhlobo, noma izinsizakalo ezenza abathengi bazibone njengezihlukile.
Isici esivelele kakhulu salesi simo ukuhlukaniswa komkhiqizo . Izinkampani zifuna ukuvelela ngezici ezibonakalayo (umklamo, usayizi, ikhwalithi), izici ezingabonakali (uphawu, udumo), izinsizakalo ezengeziwe (iziqinisekiso ezikhethekile, ukunakwa komuntu siqu), noma izakhi zokumaketha (ukupakisha, ukukhangisa, imikhankaso yokuphromotha, iziteshi zokusabalalisa ezihlukile).
Phakathi kwezinzuzo zayo kukhona ulwazi oluningi kanye nokukhetha kumthengi: bangaqhathanisa izinketho ezahlukene, bafunde ngezici zabo, bese bekhetha eyodwa efanelana kahle nezintandokazi zabo. Ukuhlukahluka kwemikhiqizo kuvumela ukumbozwa okungcono kobubanzi bezinto ezithandwa kanye nezidingo, kusukela kumbala wokupakisha kuya emahoreni okuvula esitolo, into ephawuleka kakhulu ezitolo ezinkulu, ezitolo zasendaweni, noma ezitolo zokudlela.
Kuyaziswa futhi ukuthi, ngisho noma kunenkululeko yokungena nokuphuma, inkampani enesiphakamiso esihle ingajabulela amandla athile emakethe yendawo , isibonelo, ngenxa yokusondelana nekhasimende, ngokunikeza ishejuli ehlukile noma ngokuphathwa komuntu siqu, okunikeza inzuzo encane yokubeka amanani aphezulu kancane.
Ngokuphathelene nokungalungi , umzamo wokuzihlukanisa uhilela izindleko ezengeziwe: imikhankaso yokukhangisa eqhubekayo, ukupakisha okukhethekile, iziteshi ezahlukene zokuthutha, izinsizakalo ezengeziwe... Konke lokhu kudluliselwa kakhulu entengweni yokugcina, kukhuphula izindleko zokusebenza futhi kunciphise ukusebenza kahle kwemakethe iyonke. Ngaphezu kwalokho, ezimweni eziningi inkampani yendawo ingalungisa amanani ngaphandle kokubangela ngokushesha igagasi lokuncintisana okuqondile, ngoba ukunikezwa kwayo kuhlukile kancane noma ijabulela isisekelo samakhasimende esithembekile.
Izakhiwo ezinamandla ohlangothini lwesidingo: i-oligopsony kanye ne-monopsony
Izinzuzo zemakethe yesakhiwo aziveli nje kuphela ohlangothini lokuphakelwa . Izakhiwo lapho amandla egxile khona ezandleni zabathengi abambalwa nazo zingaba khona. Ku- oligopsony , kunabahlinzeki abaningi nabathengi abambalwa ababalulekile; ku- monopsony , kunomthengi oyedwa obhekene nabathengisi abaningi.
Isibonelo se-oligopsony kungaba imakethe yezingxenye zezimoto , lapho abakhiqizi bezingxenye eziningi bethengisa eqenjini elincane labahlanganisi bezimoto ezinkulu. Laba bathengi banamandla amakhulu okuxoxisana futhi banganquma amanani, amazinga ekhwalithi, kanye nemigomo yokukhokha.
I-Monopsony yenzeka lapho umthengi oyedwa egxila isidingo, njengasezimweni ezithile zabasebenzi bezindwangu basemakhaya abathembele kumthengi oyedwa omkhulu, noma ezindaweni ezithile lapho inkampani enkulu cishe ingumqashi oyedwa wohlobo oluthile lomsebenzi.
Kulezi zimo, inzuzo yesakhiwo ilele ohlangothini lwesidingo: umthengi anganciphisa amanani , afune izimo eziqinile, futhi adlulisele ingozi kubaphakeli, abangenazo ezinye izindlela zangempela zokubeka umkhiqizo wabo.
Ukuxhashazwa kwemakethe kanye nokwehluleka kokudlala ngokukhululeka kokuncintisana
Uma isakhiwo semakethe siphambuka ekuncintisaneni okusebenzayo (kungakhathaliseki ukuthi kungenxa yokuqongelela kokunikezwa noma ukufunwa), amathuba okusetshenziswa kabi kwemakethe ayanda . Lokhu kwenzeka lapho inkampani eyodwa noma ngaphezulu, noma ngisho nomthengi omkhulu, engathonya kakhulu amanani, ivimbele ukungena kwabancintisana abasha, noma ibeke izimo ezingezinhle kwamanye amaqembu.
Ezimakethe ezincintisana kakhulu, uhlelo luvame ukwaba izinsiza ngendlela ephumelelayo, njengoba izintshisekelo ezingqubuzanayo zabathengi nabathengisi zilingana ngentengo yemakethe kanye nobuningi. Kodwa-ke, uma iqembu elilodwa linamandla amakhulu kakhulu, umphumela ushintsha ngokuhlelekile, usuka ezingeni elifiselekayo emphakathini.
Lokhu kuhlukumeza kungathatha izinhlobo ezahlukene: izivumelwano zokulungisa amanani , izinkampani ezithengisa ngokungekho emthethweni, imikhuba evimbela izimbangi (isb., izivumelwano ezivimbela ukuthengiswa kwemikhiqizo encintisanayo), ukuxhashazwa kwezikhundla ezibusayo, noma izimo ezihlukumezayo ezinkontilekeni zokuhlinzeka.
Ngakho-ke, emazweni amaningi emakethe kunohlobo oluthile lwemithethonqubo kanye nenqubomgomo yokuncintisana ehlose ukunciphisa lezi zenzo, ukuphenya imikhuba yokubambisana kanye nokugweba labo abasebenzisa amandla abo esakhiwo ngendlela elimaza umphakathi wonkana.
Umnotho wemakethe: indlela osebenza ngayo, izinzuzo kanye nezingozi
Umnotho wemakethe , obizwa nangokuthi imakethe ekhululekile, uhlelo lapho izinqumo mayelana nokuthi yini okufanele ikhiqizwe, ukuthi ikhiqizwe kanjani, nokuthi ubani okufanele ikhiqizwe zenziwa ngokuyinhloko ngokusebenzisana phakathi kokunikezwa kanye nesidingo. "Imithetho yemakethe" eyaziwayo isebenza njengohlobo lwesandla esingabonakali esihlanganisa izigidi zezinqumo ngazinye.
Kulo modeli, umbuso uvame ukugcina ukungenelela okulinganiselwe emnothweni, nakuba empeleni kuhlale kunezinga elithile lokulawula kanye nemisebenzi yomphakathi. Impikiswano igxile ekutheni yimiphi imikhakha noma izici okufanele zishiywe emakethe ekhululekile futhi ezidinga ukuqondiswa noma ukuhlinzekwa okuqondile kombuso, okubangela izinhlobo eziphakathi "zomnotho oxubile."
Phakathi kwezinzuzo zomnotho wemakethe yikhono lawo lokukhuthaza ukutshalwa kwezimali: izinkampani eziphumelelayo zivame ukutshala kabusha inzuzo ekuthuthukiseni izinqubo, ukwandisa, noma ukusekela amaphrojekthi asafufusa, okuphakamisa ikhwalithi iyonke yokukhiqiza. Ngaphezu kwalokho, uhlelo luvuza abakhiqizi abaphumelela kakhulu, abangathola imali engaphezu kwalabo abangasebenzi kahle ngokusebenzisa kangcono izinsiza zabo.
Okunye okunamandla ukugxila kwayo ezifisweni zabathengi. Izimpahla nezinsizakalo abantu abazibheka njengezibaluleke kakhulu zivame ukukhiqizwa ngobuningi obukhulu, njengoba abathengi bezimisele ukuzikhokhela kakhulu futhi izinkampani zifuna lezi zigaba ezinenzuzo kakhulu . Ngaphezu kwalokho, umnotho wemakethe uvuza ukusungula izinto ezintsha: imikhiqizo emisha nekhangayo ehlangabezana kangcono nezidingo ingasusa ekhona futhi ivule amathuba ebhizinisi amasha.
Kodwa-ke, kukhona futhi izinkinga ezicacile . Izimpahla eziningi ezibalulekile emphakathini kodwa ezinenzuzo ephansi (njengemigwaqo, amapaki, noma ingqalasizinda ethile eyisisekelo) ngeke zikhiqizwe ngobuningi obanele uma zishiywa emabhizinisini azimele kuphela, ngoba azizuzisi ngokuqondile. Ngaphezu kwalokho, ukwabiwa kwemali engenayo kuvame ukungalingani: kuncike ekunikezelweni komuntu ngamunye kwezinto ezikhiqizayo kanye nenani lazo emakethe, okuqinisa ukungalingani phakathi kwalabo abazalelwe engcebweni nalabo abavela ezizindeni ezihlwempu.
Umnotho wemakethe nawo ungangazinzi ezimakethe zezimali . Izinqumo zezigidi zabantu, ukulindela okushintshashintshayo, kanye nokushaqeka kwangaphandle kubangela imijikelezo yezomnotho, amabhamuza, izinkinga, kanye nezikhathi zokungasebenzi ezivame ukudinga ukungenelela kukahulumeni. Okokugcina, lapho ezinye izinkampani ziba namandla kakhulu, zingaphazamisa ukusebenza kwemakethe ngokubeka amanani noma izimo (njengoba kubonakala ezimweni lapho izinkampani ezinkulu zeziphuzo ezibandayo zamazwe ngamazwe zibeka izivumelwano zokukhetha kubathengisi).
Inzuzo yokuncintisana kanye nenzuzo yemakethe yesakhiwo
Inzuzo yokuncintisana yenhlangano yinoma yisiphi isici esiyihlukanisa kahle nezimbangi zayo, esihlonishwa amakhasimende ayo, futhi esivumela ukuthi ithole imiphumela emihle neqhubekayo emakethe. Ukwehluka nje akwanele: lowo mehluko kumele uhumushele ekuthandweni kwamakhasimende kwangempela kanye nesikhundla esinenzuzo.
Incazelo enhle ukuthi inzuzo yokuncintisana ingumthombo wokukhula okunenzuzo abancintisana nabo abangeke bakukopishe kalula ngaphandle kokuthola izindleko eziphakeme kakhulu. Ngamanye amazwi, kuyinhlanganisela yezinsizakusebenza, amakhono, izinqubo, kanye neziphakamiso zenani okungelula ukuziphinda.
Sikhuluma kuphela ngenzuzo yangempela yokuncintisana lapho ikhasimende eliqondiwe libona leso sici njengesici esinqumayo esinqumweni salo sokuthenga . Uma imakethe ingawuboni lo mehluko, simane sibhekene nenzuzo yokuncintisana—mhlawumbe ethakazelisayo, kodwa enganele ukusekela imiphumela engcono kunomncintiswano.
Uma sibheka izici ezibalulekile zempumelelo yomkhakha (isithunzi, ikhwalithi, isevisi, ukusungula izinto ezintsha, intengo, njll.), inzuzo yokuncintisana ingabonakala njengamandla angaphakathi enhlangano (ukungaguquguquki), axhunywe kusici esibalulekile semakethe futhi aguqulwe, ngokuvamile ngokusungula izinto ezintsha, abe yisiphakamiso senani langaphandle (ukufaneleka), okuyinto engavamile uma kuqhathaniswa nalokho okunikezwa yiwo wonke umkhakha.
Ngokombono kaMichael Porter, isu lokuncintisana liyindlela yokufeza lezi zinzuzo, futhi lilawulwa kakhulu yisakhiwo semboni : ukuqina kokuncintisana, amandla abaphakeli nabathengi, usongo lwemikhiqizo ethathe indawo, kanye nokungena kalula kwabancintisana abasha.
Izici zenzuzo enamandla yokuncintisana
Akuzona zonke iziphakamiso zenani ezingavikelwa njengezinzuzo zokuncintisana . Ukuze isici sifeze ngempela leyo ndima, kumele sidlule ezihlungini eziningana. Emakethe, kumele sibe esiyingqayizivele, okusho ukuthi kunzima ukusithola phakathi kwabanye abancintisana nabo embonini efanayo, futhi sibe yigugu kumakhasimende, sinikeze izinzuzo eziqondile nezifanele kwezenhlalo nezomnotho.
Ngokuphathelene nokuncintisana, inzuzo enhle yokuncintisana kumele kube nzima ukuyilingisa . Lokhu kungaba ngenxa yobuchwepheshe obuyinkimbinkimbi, ulwazi oluqoqiwe, isiko lenkampani, ubudlelwano namakhasimende, amalungelo obunikazi, ukufinyelela okukhethekile ezinsizeni, noma inhlanganisela yezinto ezingelula ukuziphinda. Lapho kunzima kakhulu ngabancintisani ukukopisha, kulapho ingaqhubeka nokusebenza kahle khona isikhathi eside.
Ngaphakathi kwenhlangano, inzuzo yokuncintisana kumele ihlale isikhathi eside ngokuhamba kwesikhathi, isekelwe yizinhlelo zokuphatha, izinqubo, kanye nezakhiwo eziyivikela ezinguqukweni ezijikelezayo. Kumele futhi ivumelane nezimo, ikwazi ukuzivumelanisa nezimo ezahlukene zemakethe, futhi ibe nomthelela obonakalayo emiphumeleni (ukuthengisa, inzuzo, ukwethembeka kwamakhasimende, kanye nokuvulwa kwamathuba amasha ebhizinisi).
Empeleni, izinkampani eziningi zisebenzisa izinhlaka ezifana nokuhlaziywa kwe-VRIO (Inani, Ukungatholakali, Ukungalandeli, kanye Nokuhlela) ukuhlola ukuthi izinsiza noma ikhono lingahlukaniswa njengomthombo wenzuzo yokuncintisana ehlala njalo, noma ukuthi kuyinto yesikhashana noma elula ukuyifanisa.
Izinhlobo zezinzuzo zokuncintisana: umehluko, izindleko, ukugxila, kanye namasiko
Ngokombono wemakethe, singasho ukuthi amakhasimende enza izinqumo ecabangela izici ezifana nohlobo olutholakalayo , intengo, ikhono lomkhiqizo noma isevisi lokuhlangabezana nezidingo zawo, kanye nomuzwa wokubambisana noma ukusondelana nomkhiqizo noma iphrojekthi.
Lokhu kuhunyushwa kube yizinsika ezine ezibalulekile zokuncintisana : ukuhlukanisa ukusungula izinto ezintsha, ukusebenza kahle kanye nokusebenza kahle kwezindleko, ukukhethekile ezigabeni ezithile, kanye nokwakha isiphakamiso samasiko noma sobunikazi esithinta izilaleli eziningi. Kulezi zinsika kuvela izinhlobo ezine eziyinhloko zamasu okuncintisana.
Okokuqala, kukhona ukuhlukaniswa komkhiqizo noma isevisi noma ukuhlukaniswa. Umgomo uwukuba ikhasimende libone inani eliphakeme noma ikhwalithi futhi lizimisele ukukhokha intengo ephezulu ngokubuyisela. Ukuhlukaniswa kungasekelwa ezimfanelweni zangaphakathi (usayizi, ukwakheka, ukuthembeka, izici zobuchwepheshe), izakhi zemakethe (ukuzivumelanisa nezintandokazi nezitayela), noma imodeli yebhizinisi nokumaketha (iziteshi zokusabalalisa ezikhethekile, ubunikazi bomkhiqizo, isitayela sokuxhumana, ubudlelwano namakhasimende).
Okwesibili, ubuholi bezindleko , obuhlanganisa ukunikeza amanani aphansi kunabancintisani ngenkathi kugcinwa ikhwalithi eyamukelekayo. Isihluthulelo lapha ukunciphisa isakhiwo sezindleko ngendlela eqhubekayo ngokusebenzisa umnotho wesilinganiso, izinqubo eziphumelelayo, izimo zokuphakelwa ezingcono, ubuchwepheshe obufanele, kanye nokuphathwa kwezinsiza ngokucophelela. Nokho, ingozi ukuwela ezimpini zamanani noma ukuhlanganisa umkhiqizo nekhwalithi ephansi.
Indlela yesithathu ukuzivumelanisa nezigaba ezithile zemakethe noma izindawo ezithile, kugxilwe ekuhlosweni kwenani kuhlobo oluthile lwamakhasimende anezidingo ezifanele ezinganakekelwa kahle yi-generalist okunikezwayo. Lokhu kukhethekile kuvumela ubudlelwano obuseduze, imikhiqizo eyenziwe ngokwezifiso, kanye nokumaketha okuqondiswe kakhulu, yize kunengozi ethile uma ingxenye ishintsha noma incipha.
Okokugcina, sithola ukujwayelana kwamasiko noma ukubandakanya, lapho inzuzo yakhelwe khona ezinkolelweni, izindinganiso, noma ubunikazi obuhlanganyelwe amaqembu amakhulu abantu. Inhlangano ayigcini nje ngokuthengisa imikhiqizo kodwa futhi izihlanganisa namasiko, ukunyakaza kwamasiko, noma amaphrojekthi anenani elinamandla elingokomfanekiso, okudala ukwethembeka okunzima ukukuphula.
Empeleni, izinkampani eziningi zihlanganisa lawa maqhinga emigqeni ehlukene yomkhiqizo (isb., ububanzi obuyisisekelo obugxile ezindleleni kanye nobubanzi beprimiyamu obusekelwe ekuhlukaniseni) ukuze ziqinise isikhundla sazo ezigabeni ezahlukene zemakethe.
Indlela yokubona, ukuvikela nokuvuselela izinzuzo zokuncintisana
Izinzuzo zokuncintisana azimi ndawonye: ziyathuthuka ngokuhambisana nemakethe kanye nokuncintisana. Ukuphathwa okuhlakaniphile kuhilela umjikelezo oqhubekayo ongafingqwa ngemibono emithathu: ukuhlonza nokusebenzisa izinzuzo zamanje, ukuzithuthukisa, kanye nokukhiqiza izinzuzo ezintsha zesikhathi esizayo.
Ukuhlonza izinzuzo ezikhona kudinga ukuhlaziya amandla angaphakathi kulo lonke uchungechunge lwenani (ukuthenga, ukukhiqiza, ukuthutha, ukuthengisa, ukuphatha, ithalente, ubuchwepheshe) nokuwahumushela eziphakamisweni zenani elicacile kumakhasimende. Akuwona wonke amandla angaphakathi aba yizinzuzo zokuncintisana ngokuzenzakalelayo: kuphela lawo ikhasimende eliwabona njengafanele futhi ahlukanisayo emncintiswaneni.
Ikhanvasi yesiphakamiso senani nayo ibalulekile ekufundisiseni kahle imakethe: izinkinga, izidingo, okulindelwe, izici ezibalulekile zempumelelo, kanye nezizathu zangempela zokuthi kungani amakhasimende ekhetha inkampani eyodwa kunenye. Amathuluzi anjengekhanvasi yesiphakamiso senani, ukuhlaziywa kwezinzuzo, amamatriki okukhanga imakethe, kanye namamodeli afana neKano asiza ekuqiniseni le mibono.
Ngesikhathi esifanayo, kubalulekile ukuqhathanisa isikhundla sakho nesabancintisana ababalulekile, uhlole amandla nobuthakathaka babo , isabelo semakethe, imiphumela, kanye nokuhlukanisa izinsiza. Amamephu okubeka, amaphrofayili abancintisana nabo, ukuhlaziywa kwe-ecosystem, kanye nama-value curve kukuvumela ukuthi ubone ngeso lengqondo lapho kukhona khona igebe elihle lokuncintisana.
Uma izinzuzo ezingaba khona sezitholiwe, uhlobo lwazo luyaqinisekiswa (kungakhathaliseki ukuthi zingezesikhashana noma zizinzile, kungakhathaliseki ukuthi ziqhuba ukuthengwa noma zikuqinisa kuphela) futhi zihlanganiswa ngokuhambisanayo nesu, ukumaketha kanye nomsebenzi wezohwebo, kusungulwa izinkomba zokulinganisa umthelela wazo wangempela emakethe.
Isinyathelo esilandelayo ukuvikela nokwenza ngcono lezi zinzuzo. Lokhu kuhilela ukudala izithiyo zokulingisa ngamalungelo obunikazi, ulwazi olunzima ukulukopisha, isiko lenkampani, ukufinyelela okukhethekile ezinsizeni ezithile, ukwakha imiphumela yenethiwekhi noma ukushintshanisa izindleko kumakhasimende, kanye nanoma iyiphi indlela yezomthetho noma yamasu eyenza kube kubi kakhulu ngabancintisana nabo ukuphinda lokho okunikezwayo.
Ngesikhathi esifanayo, inkampani kumele ihlale ixhumana namakhasimende (amaphaneli, izindawo zokubukela izitayela) futhi ikhuthaze intuthuko yangaphakathi ( amaqembu okusungula izinto ezintsha , amaphrojekthi okuthuthukisa) ukuze ivumelane futhi iqinise izinzuzo zayo njengoba izintandokazi kanye nemvelo kushintsha. Ukungabi namandla kanye nokuma kuyizitha eziqondile zenzuzo yokuncintisana.
Ekugcineni, umgomo ukukhiqiza izinzuzo ezintsha ngaphambi kokuba ezikhona ziwohloke. Lokhu kudinga umbono ocacile wamasu, ukuhlaziywa kwemakethe okuqhubekayo kanye nokuncintisana, kanye nekhono lokuqamba izinto ezintsha emikhiqizweni, izinsizakalo, amamodeli ebhizinisi, kanye nobudlelwano. Ngakho-ke isiko lokusungula izinto ezintsha kanye nokuthuthukiswa okuqhubekayo kuba yinzuzo eyinhloko ekhuthaza izinzuzo ezilandelayo ngokuhamba kwesikhathi.
Ukuhweba ngesakhiwo: ukufunda isakhiwo semakethe yezezimali
Emkhakheni wezimakethe zezimali , ukuhweba ngesakhiwo kuyindlela yokutshala imali efuna ukuhlonza nokusebenzisa amaphethini okuziphatha aphindaphindayo ezingeni lezomnotho, lomkhakha, noma lobuchwepheshe. Esikhundleni sokuthembela ezifisweni noma ezimpawini ezihlukile, kugxila ezakhiweni zemakethe eziziphinda njalo.
Lolu hlobo lokuhweba luzama ukuthola ukuhleleka kanye nokucabanga kahle enkingeni ebonakala sengathi iyenzeka phakathi kwamanani. Umgomo uwukuthola izigaba ezingabikezeleki, njengokuqongelela, ukuguqulwa kwentengo, kanye nokusatshalaliswa okulandelayo, kanye nokuhambisana nokugeleza kwemakethe okunamandla nganoma yisiphi isikhathi.
Phakathi kwezici zokuhweba ngesakhiwo ukuthembela kwayo kumaphethini athile : Amaphethini e-Wyckoff, imijikelezo yemakethe, ama-fractals, izakhiwo zokuqongelela nokusabalalisa, izindawo zokuthengisa, amabhulokhi e-oda, ukungalingani kwamanani, kanye nezikhala zenani elifanele. Ngokuvamile futhi ihlanganisa ukuhlaziywa kobuchwepheshe okujulile nokuchazwa kwezinguquko zezomnotho ezinkulu njengemijikelezo yokuthengisa, izinqubomgomo zezimali, kanye nokwesizini kwemikhakha.
Isikhathi singahluka: abanye abadayisi bezakhiwo basebenza ngaphakathi kosuku, abanye bahlanganyela ekuhwebeni nge-swing (ezinsukwini eziningana noma amasonto), kanti abanye bagxila esikhathini esiphakathi. Isici esinqumayo akusikho ukuvama kokuhweba, kodwa kunalokho ukuhambisana kwayo nesakhiwo sonke esihlaziywa ngaphakathi kwesikhathi ngasinye.
Isibonelo esijwayelekile sokuhweba ngesakhiwo ukuhlonza indawo yokuqongelela enomthamo okhulayo, kulandelwe ukuqhekeka okucacile okushintsha isenzo sentengo, bese kamuva, ukuhlolwa noma ukubuyiselwa emuva endaweni ephukile ukuze kungene ngengozi ephansi. Lezi zinhlobo zokusetha zinengqondo, ziyaphindaphindeka, futhi, uma zenziwe kahle, zinganikeza umkhawulo wezibalo.
Amathuluzi nokufunda ngokuhweba ngesakhiwo
Ukuhweba ngesakhiwo kusebenzisa amathuluzi ahlukahlukene okuhlaziya ukuqonda imakethe. Phakathi kwezinto ezivame kakhulu yiphrofayili yemakethe kanye nephrofayili yomthamo, okukuvumela ukuthi ubone ngeso lengqondo izindawo ezinomthamo omkhulu wokuhweba, amaphuzu okulawula, kanye nezindawo zenani lapho imisebenzi yezikhungo igxile khona.
Indlela ye-Wyckoff isetshenziswa futhi ukutadisha izigaba zokuqongelela, ukwakheka, ukusatshalaliswa, kanye nokwehla kwentengo, ukuhumusha ukuziphatha kwentengo kanye nevolumu ukuthola izingibe noma ukuxhashazwa okungenzeka. Ezinye izinsiza ezivamile zifaka phakathi izinkomba zokushintshashintsha kwemali (ukuhlonza ukuma okungenzeka, ukuvimba kwe-oda, kanye nezikhala zenani elifanele) kanye nokuhlaziya umongo we-macro kanye ne-micro (izindaba, izinqubomgomo zezimali, kanye nemali engenayo yezinkampani).
Ukuqonda le ndlela kudinga isikhathi nokuzijwayeza . Ingxenye ebalulekile yenqubo yokufunda ukuhlola emuva: ukubukeza amashadi omlando, ukufuna amaphethini aphindaphindayo, nokuthuthukisa "inkumbulo ebonakalayo" ukuze uwabone ngesikhathi sangempela. Ama-simulators akuvumela ukuthi uzijwayeze ngaphandle kokufaka imali engozini, futhi imiphakathi ekhethekile isiza ukuqhathanisa nokuqhathanisa izincazelo.
Ama-academy afundisa ukuhweba ngesakhiwo akhona ngezindlela eziqinile, ezigxile ekuqondeni "isizathu" ngemuva kokunyakaza ngakunye, kunokuba zigxile emaphethini omshini. Amanye ahlanganisa ithiyori, izivivinyo eziqondisiwe, izifundo zamacala zangempela, kanye nokuhlolwa okuhlelekile, ngaphezu kwemiphakathi yangasese lapho kuhlaziywa khona, kuxoxwa ngamaphutha, futhi amasu alungiswa.
Nakuba ukuhweba ngezakhiwo kunganikeza inzuzo ecacile kunezindlela ezilula, futhi kunezingozi: kulula ukuphoqa izakhiwo lapho zingekho khona, ukunganaki ukubaluleka komongo, ukweqa ukuhlola kabusha, noma ukuxuba izinhlelo eziningi ngesikhathi esisodwa, okuholela ekudidekeni. Ngakho-ke, kuyalulekwa ukuba uchwepheshe, uqhubeke isinyathelo ngesinyathelo, futhi uqonde ukuthi lena akuyona indlela eya "ekucebeni ngokushesha," kodwa kunalokho yindlela yokufunda ngokujulile.
Ukuqonda ukuthi isakhiwo semakethe sakha kanjani izinzuzo nezinkinga zezinkampani, abahwebi, kanye nabatshalizimali kubalulekile ekuqondeni umnotho wemakethe wanamuhla ngobuhlakani. Kusukela ekuhleleni imboni kuya ezinqumweni zamasu enkampani noma ekusebenzeni komhwebi, izakhiwo zemakethe kanye nezinzuzo zokuncintisana ezivelayo kunquma ukuthi ubani ongase anqobe futhi ophoqeleka nje ukwamukela imithetho ebekwe abanye.
