{"id":3657,"date":"2023-09-20T12:43:27","date_gmt":"2023-09-20T10:43:27","guid":{"rendered":"https:\/\/sarecontents.eus\/?p=3657"},"modified":"2023-09-27T09:42:48","modified_gmt":"2023-09-27T07:42:48","slug":"balio-diferentziala-markaren-estrategian","status":"publish","type":"post","link":"https:\/\/sarecontents.eus\/eu\/balio-diferentziala-markaren-estrategian\/","title":{"rendered":"Balio diferentziala markaren estrategian"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Mintza gaitezen balioari buruz. Behin eta berriz errepikatu dugu enpresen munduan eta marken lehiakortasunean nahitaezkoa dela <\/span><b>balio diferentziala <\/b><span style=\"font-weight: 400;\">oinarritzat hartzea, hots, gainerakoengandik desberdintzen zaituen hori. Kontsumoan paradigma aldaketa bizi dugu. Lehen saltzeko balioa komunikatzen zen eta egun bezeroentzako balioa sortzera zuzentzen gara. Orain ezberdinak izateko beharra daukagu. Eduki bakar eta esklusiboak sortzean datza.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Aldaketez betetako momentua igarotzen ari gara. Dena oso azkar doa, eta honek datorrenera egokitzeko gaitasuna garatzera garamatza. Guzti hau egoera ezegonkor batean kokatzen da, hau da, <\/span><b>VUCA ingurunean<\/b><span style=\"font-weight: 400;\"> (ingelesezko akronimoa). Termino honek kontzeptu hauek biltzen ditu:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Aldakortasuna<\/b><span style=\"font-weight: 400;\">: aldaketak azkar eta aurreikusi gabe gertatzen dira.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Ziurgabetasuna<\/b><span style=\"font-weight: 400;\">: ezin ditugu etorkizuneko gertakizunak aurreikusi.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Konplexutasuna<\/b><span style=\"font-weight: 400;\">: testuingurua ulertzeko zaila da.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Anbiguotasuna<\/b><span style=\"font-weight: 400;\">: hainbeste informazioaren aurrean nahastuta sentitzen gara.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Egoera honek sektore guztiengan du eragina eta enpresek aldaketara egokitzeko beharra sentitzen dute. Bada, marketinean aditua eta analista digitala den <\/span><a href=\"https:\/\/www.youtube.com\/watch?v=-V28Ss_D1tQ\"><span style=\"font-weight: 400;\">Brian Solisek<\/span><\/a><span style=\"font-weight: 400;\"> esan bezala, kontsumitzaileen beharrak aintzat hartzea beharrezkoa da. Izan ere, enpresek premisa honen arabera mugitu beharko lirateke.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Aurretik aipatutakoa saltzeko moduan ere islatzen da. Marketin tradizionala, adibidez, aldebakarrekoa da, mezu publizitarioak norabide bakar batean igortzen dira, markatik kontsumitzailearengana. Baina marketin digitalean elkarrekintza aldebikoa da, kontsumitzaileak subjektu pasiboa izateari uzten dio eta marka eta erabiltzaileen arteko komunikazioa posible da.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Marketinean, <\/span><b>balio-proposamena<\/b><span style=\"font-weight: 400;\"> enpresak eskaintzen duen produktu edo zerbitzuari buruz bezeroari egiten dion adierazpena da, produktu edo zerbitzua zertarako den komenigarria edo beharrezkoa, bere beharrak zergatik asetuko dituen eta lehiakideena baino hobea zergatik den azaltzen duena. Balio-proposamena enpresak bezeroari egiten dizkion komunikazio guztietan azaldu beharko litzateke eta argia, sinplea, ulerterraza eta bakarra izan beharko litzateke.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Eta zuri, zerk egiten zaitu ezberdin? Zer duzu besteek ez dutena? Zein da zure balio diferentziala?<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Mintza gaitezen balioari buruz. Behin eta berriz errepikatu dugu enpresen munduan eta marken lehiakortasunean nahitaezkoa dela balio diferentziala oinarritzat hartzea, hots, gainerakoengandik desberdintzen zaituen hori. Kontsumoan paradigma aldaketa bizi dugu. Lehen saltzeko balioa komunikatzen zen eta egun bezeroentzako balioa sortzera zuzentzen gara. Orain ezberdinak izateko beharra daukagu. Eduki bakar eta esklusiboak sortzean datza. Aldaketez betetako [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":3656,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[102],"tags":[],"class_list":["post-3657","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-identitatea"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Balio diferentziala markaren estrategian - SARE Contents<\/title>\n<meta name=\"robots\" content=\"noindex, follow\" \/>\n<meta property=\"og:locale\" content=\"eu_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Balio diferentziala markaren estrategian - SARE Contents\" \/>\n<meta property=\"og:description\" content=\"Mintza gaitezen balioari buruz. 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