vipanan sampreshan

vipanan sampreshan (emm. see., markam (oo), markam (oo) kinwa fakt sanvad) mhanje vividh vipanan marg aanee sadhanancha ektrit vapar. vipanan sampreshan vahinya vyavasay tyanchya ichchit bajarpethela kinwa sarvasadharanpane bajarpethela sandesh kassa pohochavtat yavar laksh kendrit karatat. sansthechya antargat sanvadachi jababdarihi tee ghete. vipanan sampreshan sadhananmadhye jahirat, vaiyaktik vikri, thet vipanan, prayojakatv, sampreshan, jansampark, samajik madhyame, grahak pravas aanee prachar yancha samavesh hoto.
emm. see. heey vipanan mishranapasun tayar kele jaatat jeey 4 pii. pasoon tayar hoteh kimmat, jahirat, sthan aanee utpadan, vastoo vastoo vyavasayasathi aanee 7 pii. pasoon tayar kele jaateh kimmat, jahirat, sthan, utpadan, lock, bhautik purave aanee prakriya, seva-aadharit vyavasayasathi.
vihangavalokan.
vipanan sanvadanmadhye jahirati, jahirati, vikri, branding, mohima, karyakram aanee online jahirati yancha samavesh hoto. yaa prakriyemule janatela ekhada brand jaanun gheta yeto kinwa samajoon gheta yeto aanee brand kaay deu karato yachee spasht kalpana milate. brand jagrukta haah pahila tappa aahe, tyanantar tyachya pratispardhyanpeksha brandla pradhanya dene haah ichchit parinam aahe. vadhatya tantradnyan aanee tantranmule grahakancha thet sahbhag nirman hoto. heey tyanchya kalpana aanee nirmiticha, utpadan vikas aanee brandchya pracharat samavesh karoon kele jaate. yashasvi brandingmadhye sanstheche dhyey aanee drushtikon, vyavsayik moolye aanee vipanan karyakramache kautuk nirman prekshakanna lakshya karane samavisht aahe.
jahirat haah vipanan sampreshanacha eka lahan pann mahattvacha bhag aahe; vipanan sampreshanache mishran haah sadhanancha eka sanch aahe jyacha vapar prekshakanna lakshya karnyasathi spasht aanee satatyapurn sandesh denyasathi keela jaau shakato. yala samanyatah pracharatmak mishran dekhil mhanatat. crossier (1990) mhanate qee qee sandarbhat serve sandnyancha arth samaan aaheh utpadan, kimmat, sthan aanee prachar. kimmat lakshyit prekshakanna sandesh pathvu shakate. udaharanarth, udaharanarth pishavichi tulana tulana pishavishi kelyas, pahilya pishavikade eka vilasi kinwa adhik tikau vastoo mhanoon pahile jaau shakate. jahiratinche uchch dhyey mhanje brand aanee tyacha lakshyit bajar yanchyat sambandh prasthapit karane.
vipanan yojana pramukh sandhee, dhoke, kamkuvatpana aanee samarthya olakhate, uddishte nishchit karate aanee vipanan uddishte sadhya karnyasathi krutee yojana vikasit karate. karate pratyek vibhagache swatache uddisht nishchit hote; udaharanarth, tyanchya swatachya utpadanachi kinwa sevechi kimmat tyanchya pratispardhyanpeksha qamee karoon vishisht bhaugolik bajarpethet vikri vadhavane heey kimmatiche uddisht asoo shakate. yamule bajarat lakshaniy badal ghadatat kaaran lakshyit bajaratil adhik lock tumchya pratispardhyanpeksha tumchya sansthesobat vyavasay karnyache uddisht thevatat kaaran kimmat haah vipananacha sarvat mahattvacha pailu aahe joou sampoorn bajarpeth sakaratmak kinwa nakaratmakpane badaloo shakato.
sanvad.
sampreshan haah vipanan mishranacha eka mahattvacha pailu aahe. vipanan sampreshan haah sahasa companytil sampreshanacha sarvat motha ghatak asato, joou guntavanukdar, grahak kinwa samanya lokansamor companychi moolye, uddishte kinwa vishisht utpadane aanee seva sadar karane asoo shakate. 21 vya shatkat, uchch pratisad aanee adhik brand sanvad nirman karnyasathi grahak gut kinwa vyaktinna lakshyit karoon, adhik sanukoolit sandeshanvar sanvad uddishte laksh kendrit karatat.
internet, mobile phone aanee soshal mediachya adhik praveshasah vyavasay adhikadhik jaagtik hott asatana, lakshyit paradeshi bajarpethanmadhil lokanna mahitee denyasathi naveen aavhane astitvat aahet. jaagtik arthvyavasthetil badal aanee naveen bajarpethanmadhye pravesh yamule utpadan pathvani aanee sambandhit sevanchya maganit dekhil vaadh hote. prabhavi honyasathi, vipanan sampreshan tyachya margannusar tayar kele gele pahije. udaharanarth, jansampark sandesh sanch tyachya lakshyit prekshakansathi sanukoolit keela jaato, joou madhyam aanee udyog aahe, tethe sandesh deta proof kelelya kamgiribaddal asel, tarr soshal mediamadhye sandesh samagri adhik anukool aanee brand soft gunambaddal asel. sthanik bhasha, bolibhasha aanee sanskrutik nikashancha hishob karat, sanvad dhorane vipanan uddishtanshi ekroop jhaali pahijet. 
bahya sanvadanmadhye bajar sanshodhan prashnavali, karyalayin sanketsthal, hummy, companycha varshik ahwal aanee guntavanukdaransathi sadarikaran yancha samavesh asoo shakato. antargat sanvad haah vipanan sahitya, kimmat yadee, utpadan soochi, vikri sadarikaran aanee vyavasthapan sanvad asoo shakato. dusarikade, pratyek bajarpethela vegvegalya prakarchya sampreshanachi magani asate. udaharanarth, audhyogik bajarpeth adhik vaiyaktik sanvadachi magani karate parantu grahak bajarpeth gair-vaiyaktik sanvadachi magani karate.
sanvadache prakar.
sanvadache 4 vegvegale moolbhut prakar dekhil aahet.
eka-eka adhik tatkal asate, tarr anek-anek vahinya qamee tatadichya asatat parantu adhik dirghayushyasaha asatat.
sampreshanache manasshastra.
vipanan sanvadachya prathamik uddishtanpaiki eka mhanje grahakanna kinwa vyavasayanna ektar brand, utpadan kinwa sevebaddalchi tyanchi dharana badaloon kinwa tyanna utpadan kinwa seva kharedi karnyasathi (kinwa kharedi karnyasathi prerit/mohat) patvoon dene. munn valavane kase ghadate heey darshavinyasathi 'vistar sambhavyata model' vaparale jaate. jevha vipanan sanvad sandesh pathavala jaato, tevha pratham too swikarla jaane aanee praptakartyane tyala upasthit rahane aavashyak asate. vipanan sanvadakade laksh deuun, grahak sandeshavar prakriya karoo lagtil aanee samajoon gheu shaktil. munn valavanyache done marg aaheth madhyavarti aanee paridhiy. kendriya marg prakriya hii uchch-sahbhagachya kharedichya nirnayanmadhye vaparali jaate. hii kvachitach, uchch jokhim asaleli kharedi asate, jyat sahasa mothya pramanat paise aanee lakshaniy vel (udaharanarth, ghar kinwa qaar kharedi karane) samavisht asato. kharediche heey nirnay uchch jokhim asalele asalyamule, upalabdh asalela sarvat tarkik aanee maulyavan paryay tarksangatpane nivadanyasathi motha sandnyanatmak prayatna keela jaato. yaa vipanan sandeshanmadhye, utpadan kinwa sevebaddalchi mahitee sarvat maulyavan asate. 
kharedichya qamee sahbhagachya nirnayanmadhye paridhiy marg prakriya vaparali jaate. hii varanvar, qamee jokhim asaleli kharedi asate, samanyatah qamee kinwa madhyam kharchachi, jyamadhye sandnyanatmak (kinwa tarksangat) mulyanaivaji bhavpurn (kinwa bhavna-aadharit) mulyanvar adhik nivad kelee jaate. yamule, vipanan sandeshanmadhye adhik katha sangane aanee kalpana vaparane, utpadan kinwa seva ekhadyala kase vatate aanee tyat asalelya sambandhanvar laksh kendrit karane, tyachyakade asalele gunadharm aanee vaishishtyanaivaji.
bhashik sadhane aanee munn valavanyachya paddhati.
vipanan haah eka motha bhag aahe qee kampanya kase sanvad sadhatat, mug teey grahak aanee sambhavya grahakanshi asso kinwa vyavasayatil itar vibhaganshi antargat asso. jevha kampanya jahirat karatat, tevha teey lakshyit prekshakanna patvoon denyasathi bhashik sadhanancha vapar karoo shakatat; vividh upkarane bhinn parinam nirman karoo shakatat. bhashik sadhananchya shreninpaiki eka mhanje eka sadhee bhasha. sadhya bhashekhalil vividh upkarnanmadhye dhvanyatmak pratikvad, sankhya, dhwani punaravrutti aanee uchcharan yancha samavesh hoto. charahi upkarane svayanchalit prakriyechya sandnyanatmak prayatnancha vapar karatat. dhvanyatmak pratikvad haah "dhwani aanee arth yanchyatil eka manasvi nasalela sambandh aahe aanee asey suchavato qee shabdacha aavaj tyachya vyakhyevyatirikt arth vyakt karoo shakato". jibhechya tokala aanakhi mage ghashat sthan midalyane mageel swar aanee vyanjan swarat qamee asatat. heey aavaj jadapana, purushatva aanee mansik antarashi sambandhit aahet. yaulat, pudhil swar aanee vyanjan swarat uchch asatat aanee jawalik, stritva aanee prakash yanchyashi sambandhit asatat. brand navacha aavaj utpadanachi drushtikon aanee utpadanachya shifarshinsah grahakanchya drushtikonatun brandchya aakalnavar prabhav takoo shakato. asey mhatale jaat aahe qee, jevha brand navache dhwani pradhanya grahakanchya pradhanyashi susangat asate, tevha pasantichya gunadharmanchi dharana vadhate.
sanvad prakriya.
eka kinwa adhik lokanna mahitee puravanyasathi shabd, dhwani kinwa drushya sanket vaparanyachi prakriya mhanoon sanvadachi vyakhya kelee jaau shakate. sampreshan prakriyechi vyakhya ashee kelee jaate qee jee mahitee yaa hetune samayik kelee jaate qee praptakartyala vyavasay pathvu ichchit asalela sandesh samajate. ekada sanvad prakriyecha vichar keela jaat asey qee sandeshacha srot aahe, joou nantar encode keela jaato, nivadalelya sampreshan vahinidvare thewala jaato, joou nantar praptakartyadvare decode keela jaato aanee nantar prapt keela jaato. vahinyachya sampoorn madhyabhagi, pathavalya vaparlya sandeshachi dhwani vikrut karanyachi shakyata asate. ekada praptakartyakade sandesh aala qee teey nantar mool strotala abhipray detat, jithe tyanna moheem yashasvi jhaali aahe qee nahee heey shodhate.
tantradnyanachya prachalit vaparamule, grahak kharedi karnyapurvi brand, utpadane aanee vyavasayambaddal mahitee shodhat aahet. yacha arth assa qee sanvad prakriyet atirikt vahinichi aavashyakta aahe, tyamule teey sadhyachya vyavsayik vatavaranache adhik achook pratinidhitva aahe. aajchya samajavar aanee tyanchya aakalnavar motha prabhav asalelya vicharanche nete aanee mutt tayar karnare yaa donhincha vichar aata vyavasayanna karava lagat aahe. tyamule sandesh praptakartyala prapt honyapurvi tyancha sanvad prakriyet samavesh karava lagato.
jevha preshak aanee praptakarte yanchyat samaan aadhar asato tevha heey model adhik prabhavi asate jenekarun teey prabhavipane sanvad sadhu shaktil. yogya srot nivadalyane sandesh vikasit honyas aanee lakshyit prekshakanna aakarshit karnyas madat hote. jarr teey lakshyit prekshakanshi sambandhit asateel tarr srot adhik prabhavi tharel. samajutiche heey kshetra parasparanvar avalambun asalelya vartulandvare darshavile jaate. teey konala lakshya karat aahet yabaddal strotache jitke adhik dnyan asel titke teey praptakarta sandeshacha arth kassa lavu shakato kinwa tyavar pratikriya kassa deu shakato heey adhik changle samajoo shakel.
vyavharatmak pratikrutiche ghatak pudhilpramane aaheth
mutt nete aanee mutt tayar karnare.
mutt nete heey asey grahak asatat jyancha itar grahakanchya kharedichya vartanavar motha prabhav asato. heey samvayask kinwa prasiddha vyakti asoo shakatat aanee anekada prabhavit grahakachya najaret 'ichchit sthitee' darshavtat. matanchya netyanchya upbhog paddhatiche anusaran karoon, grahak samaan sthitee kinwa jivanshaili sadhya karoo ichchitat aanee samaan pratima sadar karatat. yamule, vipanan sanvadamadhye mutt nete heey shaktishali ghatak aahet. ekhadya brandla manyata tond netyanche mutt asane, brand jagrukta aanee vikri vadhavu shakate. yamule, mothya kampanya tyanchya utpadananchya pracharasathi atyant prabhavshali celebritinna paise detat.
tumhi utpadan/sevebaddal netyanche vichar kinwa bhavna sashulk jahirati, samajik madhyame, blogg kinwa itar konatyahi prakarchya lekhee madhyamandvare prapt karoo shakata. heey pratyaksh kinwa apratyaksh prabhav asoo shakatat.
mutt tayar karnare heey asey grahak asatat jyanna tyanche samvayask atyant jaankar aanee vishvasarh manatat. tyanchya vyapak dnyanamule tyanna uchch darjachi utpadane nivadanyat tadnya manale jaate aanee matadatecha khyatnam darja nasatanahi teey itar grahakanchya kharedichya vartanavar prabhav taknyas saksham asatat. utpadan, seva kinwa vyavasayashi sambandhit asalelya kshetrabaddal tyanna vishesh dnyan aahe. udaharanarth, heey ekhadya prakarchya aushadhache prayojak asalele doctor asoo shakatat kinwa grahakanna creeda brandchi shifaras karnare vaiyaktik prashikshak asoo shakatat. yacha arth assa qee, abhipray nete aanee mutt tayar karnare yaa doghanchahi grahakavar aanee pradan kelelya vyavasay, utpadan kinwa sevebaddalachya tyanchya samajalya gelelya drushtikonavar motha prabhav asato. jarr ekhada brand makeup utpadananchya vikri aanee nirmitimadhye tadnya asel, tarr vyavasayala asha ekhadya vyaktikade pahayache aahe joou mekapbaddalachya tyanchya dnyanasathi olakhala jaato aanee jyanna teey olakhatat tyaa vyaktikade dekhil tyaa samudayamadhye lokpriy aahe, jenekarun sandesh tyanchya lakshyit bajarpethet shakya titka vyapak asel.
mutt nete sanvad prakriyet aanakhi eka duva jodatat, sandesh praptakartyansathi 'arth filter' mhanoon kaam karatat. sandesh sandesh pathavala jaato aanee mutt nete tyanchi matey lakshyit prekshakanshi samayik karatat.
prasarmadhyame.
durdarshan.
durchitravanine tyachya sthapanepasun jahirat madhyamanchya drushyavar varchasva gajavale aahe, kaaran tyachya drushya aanee shravya uttejananchya sanyogamule, itar madhyamanpeksha adhik laksh vedhoon ghenyas aanee sandeshanche adhik prabhavi prasaran karnyas anumati milate. tyache kahee tote aaheth durchitravani jahiratinna 'zip' aanee 'zap' karnyat tras hoto. "zipping" hii sandnya karyakramanchya purv-dhvanimudranachya darmyan jalad agreshit vyavsayik vishranti satranna dilee jaate. anekada prekshak keval karyakram reecord karatat jenekarun teey vyavsayik vishrantishivay pahile jaau shaktil. "zapping hii sandnya vyavsayik vishrantichya velee vahinya badalanyachya anek grahakanchya savayila dilee jaate. jahirati pahane talhanyasathi dekhil heey kele jaate. durchitravanivaril jahiratincha vapar karane tyachya vyapak vyaptimule aanee ichchit lakshya bajaranusar samagriche kitee pramanat vibhajan kele jaau shakate hyamule fayadeshir aahe. jahirati kaljipurvak velechya vibhaganshi jodalya jaatat aanee/kinwa yogya programingshi jodalya jaatat, jyanna "media vehicles" mhanatat. vipanan sandesh ichchit prekshakanparyant pohochat aahe yachee khatri karnyas heey madat karate.
durchitravanivaril jahiraticha prarambhik nirmiti kharch jaast asala taree, too mothya prekshakanparyant pohochanyachi shakyata aahe aanee tyamule, pratyek darshakasathi qamee kharch rakhoon, too eka karyaksham sanvad munch banato.
redio.
vyakhyenusar redio mhanje lokanparyant dhwani karyakramanche prasaran aanee aaj broadband jodanidware thet pravahit kele jaau shakate kinwa lokanchya qaar kinwa gharanmadhye digital paddhatine prasarit kele jaau shakate. prasarmadhyamanchya prasaranasathicha sarvat juna prakar ajunahi vaparla jaat asala taree, tulanene qamee kharch aanee soyimule (vahatukisandarbhat, kamachya thikani aanee manoranjanatmak upkramandarmyan rediocha sampark houu shakato) rediodware vipanan karane haah eka lokpriy aanee prabhavi paryay aahe. drushya pailu naslyamule, redio jahirati grahakanchya manat pratima nirman karnyacha prayatna karatat. itar vahinyanmadhye (jase qee durchitravani) durchitravani) sandeshanna balkati denyasathihi redio jahirati atyant prabhavi aahet. ekhadya brandshee sambandhit eka parichit jingle kinwa aavaj brand aanee jahiratinvishayi jagrukta vadhavato, jyamule shevati brand equity vadhate. heey 'ekatmik vipanan sampreshanache' eka udaharan aahe, jyamadhye vipanan sandeshachi takad aanee pohoch vadhavanyasathi ekach velee anek vipanan marg vaparale jaatat. durchitravanipramanech, vishisht vel aanee karyakram nivadanyachya kshamatecha (yaa prakaranat redio kendre aanee tyateel vibhaganchya swarupat) redio vipananacha fayda hoto.
bharane aanee itar. assa yuktivad karatat qee redio sampreshan "bhavnik grahak-kendrit sanghatananna" protsahan dete kaaran pratyek shrotyala tyanchya manat sangitasarkhya shabdanche aanee dhvaninche drushya pratinidhitva tayar karnyas bhag padale jaate. kampanyandvare vaparale jaanare eka samanya tantra mhanje pratima hastantaran, jyamadhye donhimadhil drushya sambandh uttejit karnyasathi samaan audio track asalelya eka-aayami redio jahiratisobat purak drushya durdarshan jahirat vaparali jaate. sanshodhan asey suchavate qee yaa up-vivek sambandhatmak vichar prakriyemule bhavishyatil brand olakh aanee jagrukta mothya pramanat fayadeshir tharate.
redio infomercials hii sahasa eka sadhee patkatha asate jee prastutkarta vachato. heey jalad aahe aanee kiman utpadan prayatnanmule vyapak aaghadi velechi aavashyakta nahee.
print qaraa.
mudrit madhyame haah prasarmadhyamanchya jahiratincha sarvat moolbhut prakar aahe. sanvedi uttejananchya abhavamule majboot pratima tayar karane sarvat aavhanatmak aahe, parantu karyaksham, spasht mahitee sampreshan aanee sandesh vitaranat prabhavi tharoo shakate. jethe jahiratindware kinwa audiodware jahirat kelelya videomadhil sandesh (motha aavaj vyatyay aanato kinwa konitari tyanche drushya avarodhit karato) chhapanyat grahak chuku shakato, tethe sandesh anishchit kalasathi drishyaman rahato. aakar, rung aanee shaili yasarkhya pailuncha vapar itar chhapil jahiratinchya tulanet parinamkarakta vadhavanyasathi keela jaau shakato, jeey mahatvache aahe kaaran eka moolbhut madhyam sampreshan vahini asoonahi, durdarshannantar mudran heey dusare sarvat mothe madhyam aahe.
paramparikpane, vipanan sampreshan vyavsayikanni mudrit vipanan samparshvik nirmiti aanee amalbajavanivar laksh kendrit kele. paramparik madhyame, kinwa kahijan junie madhyame mhanoon olakhatat, tee anek varshanpasun vipanan aanee jahiratinchya jagaat vaparali jaat aahet. paramparik madhyamanmadhye durdarshan, masike, vruttapatre, redio aanee thet mail aanee bahya asha jahirat madhyamanchya paramparik prakarancha samavesh hoto. anek dashakanpasun, vipankansathi grahak aanee itar kampanya yaa doghanparyant pohochanyasathi sanvadache heey prakar mukhya srot rahile aahet. internet nasalelya aanee samajik madhyamanchya vishal jagaat, jahirati aanee pracharanchi mule paramparik madhyamanmadhye aahet, jithe jahiratinchi adhik thet, pratyaksh paddhat aahe.
chhapil swarupat jahiratincha vapar vyavasayandvare jahirat falak aanee bhittipatrakanchya swarupat, tasech masike aanee vartmanpatranchya swarupat keela jaato, jenekarun tyancha sandesh lakshyit prekshakanparyant pohochavata yeil. vyavasay sahasa jahirat puttle asha bhagat thevatat jithe teey sahajpane disu shakate aanee jethe lakshyit prekshak tyanche dainandin karya kharch kartil. vartamanpatre, masike aanee bhittipatre aakarane lahan asatat aanee samanya janatela tee vachata yenyajogya anek thikani aadhaltat. jahirat kelya vaparlya utpadanavar kinwa sevevar avalambun, vikrete tyanchya bahutansh chhapya kuthe jaau shakatat heey nirdisht karoo shakatat, udaharanarth saloonmadhye adhik prachalit asalelya naveen shampoochya jahirati.
mudran madhyam heey atyant sanukool karnyayogya aahet, jeey mudran aakar, aksharshail, sthan aanee rung sanyojan yamadhye bhinn aahet. vartamanpatre samanyatah khadbadit kagad vapartat aanee tyanchi punarutpadan gunavatta qamee asate, tarr rung changle anuvadit nirman aanee dirghkal dirghkal gunavattechi aanee aavadatita asalelya judd vajanachya chakakichya kagadachya vaparamule masike vishisht utpadanache swaroop vadhavu shakatat. niyatkalike eka chaukat mhanoon kaam karatat, eka manasshastriy sadhan jeey drushtikon aanee nirnay hatalate. udaharanarth, fashion heey eka agraganya sashulk prasar fashion masik, sunder pratima aanee mohak chhayachitranasaha jahiratinche prayatna prakashit karate, doghancha sambandh aadar aanee susanskrutata vyakt karato aanee ekach prakashanat prakashanat brandchya vishvasarhatela protsahan deto. uchch darjachya punarutpadanamule, masike jaast kaal tikatat aanee anekada kesanchya saloonmadhye aanee pratikshalayat aadhaltat. grahak anekada vaiyaktik pratima kapatat jyamule sandesh aanakhi lambato aanee sambhavya sampark vadhato. jaree yaa vistarit kalavadhit sandeshachi prasangikta gamavali gelee asali taree, brand jagrukta vadhavali jaau shakate.
masike anekada mahilanche aarogya, vahan kinwa fashion yasarkhya vishayannusar vibhagali jaatat aanee tyamule tee ekhadya vishisht lakshyit bajarpethet prabhavipane pohochatat. vruttapatre bhaugolik pradeshanvar laksh kendrit karatat, jeey nivadakatemadhye qamee prabhav dett, loksankhyechya vyapak pratinidhi namunyala aakarshit karatat. vruttapatre anekada saptahik velapatrakanusar chalavali jaatat, jyat itar prakarchya madhyamanpeksha qamee kharchik paryay mhanoon sthanik karyakram aanee vyavasayanchi adyayavat mahitee aanee mahitee dilee jaate. asha jahirati lahan aksharroopat asatat aanee kalya aanee bahereel rangachya asatat.
ghat.
adhik samkalin prakar adhik lokpriy hott asalyane madhyamanche purviche prakar haloohaloo parinamkarakta gamavat aahet asey anekjan mhanatat. haah badal done pramukh ghatkandware chalavala jaatoh prekshakanche vibhajan aanee vyavsayik aashay nivadanyachi kshamata. durchitravani, redio, masike aanee vruttapatre adhik vighatit hott aahet aanee qamee aanee adhik nivadak prekshakanparyant pohochat aahet. parasparsanvadi sandeshamule, visheshtah internetmule sanvadachya vegwan vadhimule, prachar madhyamanmadhye sanvadachya vaparat badal jhaale hote, vyavasay adhik paramparik madhyam paddhatinpeksha aadhunik madhyam vaparnyas pradhanya dett hote. grahak sanvadache naveen aanee navinyapurn marg talhu shakat naheet. anek vikretyancha assa vishvas aahe qee jahiratinchi paramparik tantre aadhunik tantranchya tulanet khoop mahag jhaali aahet aanee kifayatshir naheet. durdarshan aanee vruttapatranchya jahiratinsarkhya vipanan sampreshanache june prakar haah eka prakarcha marg aahe, tarr naveen madhyame vikretyanna vividh karye karnyas anumati detat.
sanvad aanee jahiratinche madhyam.
facebook, tweeter, instagram, tiktok, snapchat, skipe kinwa itar prakarchya madhyamansarkhe sanvad munch heey sampreshanache eka atyant mahattvache sadhan banale aahet. jaree sampreshanachya itar paddhati aahet jyaa soshal mediashi sambandhit naheet, taree lock tyanchya samvayaskankadun mothya pramanat prabhavit houu shakatat. yaa prakriyela samajik madhyasthi mhanatat. vipanan sampreshan munch praptakartyanchya profilechya aadhare svayanchalit paddhatine vipanan samagri vaiyaktikrut karatat aanee kharch karatat.
ekhade vyaspeeth vipanan sanvadamadhye samaan tattva mhanoon karya karate, jeey vishisht brand kinwa utpadanabaddal jagrukta aanee mahitee pradan karate. vividh sanvad manchanchi dhoranatmak nivad hii madhyam dhoran mhanoon olakhali jaate, jyacha uddesh prekshakanna sambhashanat guntavane aanee parinami, eka shashvat sambandh nirman karnyacha prayatna karane haah asato. aadhunik tantradnyanane grahakancha aanee brandcha sanvad sadhanyachya madhyamancha aanee margancha vapar vadhavala aahe. parinami, manchancha sandarbh aanee tyanchi vyakhya kashee kelee jaate heey badalale aahe. asey vividh munch aahet jyanchyadvare sampreshan prasarit kele jaate aanee tyanche sashulk, malakiche, kamavalele kinwa samayik mhanoon vargikaran kele jaau shakate, aupcharikpane groneroos aanee lindberg-repo yanni ekatmik sampreshan trikon mhanoon naav dile aahe. prabhavi honyasathi sanvad vishvasarh aanee vishvasarh asane aavashyak aahe heey model manya karate. abhyasatoon asey disun yete qee anek grahak kharedicha nirnay ghenyapurvi punaravalokan manchankade pahatat aanee jyanchyavar teey vishvas thevatat asha mitranna kinwa samvayaskanna utpadananchya manankanasathi vichartat. tyamule, prabhavi sanvad haah eka aayami aanee parasparsanvadi manchanchya ekatmik drushtikonavar avalambun asato.
spashtapane niyojit bajarpeth samagri vaiyaktik nasalelya sampreshan manchandware samayik kelee jaate. brand platform, sandesh samagri, varanvarta aanee sampreshan sandeshachi punaravrutti niyantrit karato. heey ghatak samanyatah mudrit, electronic, bahya aanee paryayi madhyamansarkhya paramparik sashulk manchandware sadhya kele jaatat, jyanche uddisht bajarpethechya mothya vibhagala lakshya karane aahe.
aavajache itar pailu sandesh pravesh karanyachi parinamkarakta qamee karatat. udaharanarth, bahutek sashulk sampreshan munch, mudran aanee electronic madhyame vipanan aanee jahirat sandeshanni bharaleli asatat aanee teey avyavasthechya adheen asatat, jyamule anekada brandna laksh vedhanyasathi spardha karnyas bhag padale jaate. aavaj door karnyasathi, brand anekada masikanmadhye namune aanee sugandh pattyansarkhe samavisht karane nivadatat, tarr vartamanpatre koopansarkhya 'coll too action' samavisht karane vapartat, jeey grahakanna sthanik seva kinwa changlya vastoo bhetanyas kinwa vaparnyas protsahit karatat.
samaj madhyam.
youtube, facebook, instagram, pinterest, snapchat aanee tiktok yasarkhya sevanmule soshal mediacha bajarpethet pravesh vadhat aahe. kampanya yaa bahya manchancha vapar vidyaman aanee bhavishyatil grahakanna guntavanyasathi, brand sandeshala balkati denyasathi, grahakanchya matanvar prabhav taknyasathi, lakshyit aupher pradan karnyasathi aanee grahakanna adhik karyakshamatene seva denyasathi karat aahet. samajik madhyame hii lavchik sanvad sadhane aahet jee jahiratinchya paramparik sadhananchya palikade jaatat aanee brandna tyanchya prekshakanshi vaiyaktikaritya kinwa vyavsayikpane sanvad sadhanyachi parvanagi detat.
prekshakanvar prabhav taknyas madat karnyasathi prasiddha vyaktinchi jahirat lagoo karnyavar prabhavak vipananache laksh kendrit kele jaat asey. aajkal, samajik madhyamanchya vadhatya vyaptimule, bloggersarkhe "samanya lock" lokpriy hott aahet aanee prabhavak mhanoon brand aanee utpadananshi jodalele aahet. kampanya vel aanee paisa guntavanyas suruvat karat aahet, jyamule pratidhvani aanee pohochadvare prabhav nirman hott aahe. guntavanukivaril paratavyasarkha prabhavavaril paratava metrikdrushtya magova ghenyajoga nahee, parantu prabhavachya rupantaran vartanacha magova ghenyasathi yuu. tii. emm. mapdandansah duve yasarkhi yantrana tayar kelee jaau shakate.
internet.
aantarjalamadhye gair-vaiyaktik aanee vaiyaktik asha donhi prakarchya sanvadachi vaishishtye aahet. bahutek grahakansathi mahiticha haah sarvat prabhavi srot banala aahe. belch andd belchane spasht kele qee internet haah mukhytah sampreshanacha eka gair-vaiyaktik prakar aahe kaaran grahak aanee tyanchya sanketsthalanvar mahitee pradan nirman sanstha yanchyat konatahi vaiyaktik sampark naan hota grahak online mahitee shoshun ghetat. tathapi, jasjase internet vikasit hott aahe, tasatase tyat vaiyaktik sanvad samavisht aahe kaaran grahak online vikretyanshi sanvad sadhatat tasech samajik madhyamanchya vaparadvare ekmekanshi sanvad sadhatat aanee mahitee samayik karatat.
internet tyachya vaparkartyanmadhye multimedia dastaivaj samayik karanyachi parvanagi dete. jagbharat andaje 3 kotee sanketsthale nondanikrut jhaali aahet aanee 650 kotee sanketsthale internetshee jodaleli aahet. vipanan sadhan mhanoon internetcha vapar grahakanparyant thet pohochanyasathi aanee mahitee denyasathi, brand nishtha nirman karnyasathi aanee sambandh nirman karnyasathi keela jaau shakato. online jahiratinmadhye khaleel ghatakancha samavesh hotoh sanketsthalache falak mhanoon chitramay pratima, popp-up jahirati, mukhprushthache punarsanchayit karane aanee sutrasanchalak saude (done sansthanmadhil sahkarya).
parasparsanvad.
interactivity heey internetche eka vaishishtyapurn vaishishtya aahe jyache varnan 1996 madhye johnn dieton yanni kele hote. tyanni assa yuktivad keela qee tatkalin naveen internet vyavasay vatavaranat, vikretyanaivaji grahak sahasa tyanna aavashyak asaleli mahitee sakriyapane shodhun sanvad suru karatat. shivay, grahakanche vaiyaktik pratisad mahamandalankadun gola kele jaatil aanee tyanchya vaiyaktik maganya tyanchya ichchhenusar purn kelya jaatil.
ekikade, paramparik madhyame hii 'push' swaroop aahet jithe vikrete tyanche sandesh grahakanparyant prasarit karatat, parantu thet abhipray deu dett naheet. donhi pakshanmadhil sanvad phaar qamee aanee durvar aahe. dusarikade, internet madhyamanmadhye 'pull' chey vaishishtya aahe, jithe grahakanna tyanna havey teey shodhanyache swatantrya aahe. udaharanarth, jevha jevha ekhada grahak gugalache shodh engine 'flover' asey type karato, tevha googal adwards programdware shodh parinam prushthachya varchya kinwa khalchya bajula ekhadya vishisht fulanchya dukanachi jahirat thewali jaau shakate. yogya jahirat thevanyasathi googal grahakacha shodh itihas aanee sthan vaparte. paramparik ektarfi 'push' sanvadachi jaaga adhik utpadak dwimukh 'push andd pull' parasparsanvadvare ghetali jaate.
vaiyaktikaran.
serve grahakanna samaan mahitee phonavarun paramparik madhyamanchya tulanet, dwimukhi sanvadacha aanakhi eka fayda mhanoon, aantarjal madhyame vishisht grahakachya garjannusar mahitee "tayar" karoo shakatat. pahilya aanee sarvat pramukh udaharananpaiki eka mhanje amazonne pradan keleli vaiyaktikrut seva jyamadhye grahakanna tyanchya navanni sambodhale jaate aanee tyanchya mageel kharedi nondinnusar "anuroop" shifarasi dilya jaatat. shivay, vaiyaktik sevevyatirikt, internetvar grahakanchi mahitee jamaa jhalyamule, mothya pramanat sanukoolan shakya hote jyamadhye kampanya samaan roochi asalelya grahakanchya vishisht vibhaganna "anuroop" samagri pradan karatat. duan heey eka chiinii samajik networking seva sanketsthal aahe jeey tyachya vaparkartyanna chitrapat, durchitravani natake, sangeet aanee maifiliche moolyankan karanyachi parvanagi dete. 2013 madhye (2005 madhye sthapan) teey vegane 200 dashalaksh nondanikrut vaparkartyanparyant vadhale. yavyatirikt, jyanna samaan durdarshan natak aavadate, jase qee 'game auph thrones' kinwa tomm kroozsarkhe tyach chitrapat tarkache chahate, tyanchya bhavnanvar charcha karnyasathi aanee samayik karnyasathi ekatra gatbaddh hotil. yamule companyanna utpadane vikanyasathi kinwa yogya lakshyit gatanmadhye tyanchya brand sambhagala balkati denyasathi mothya pramanat sanukulanacha laabh gheta yeto. asey kelyane, kampanya aanee grahakancha sanvad aanee sahkarya vividh marganni adhik sakhol hott aahe, vistarat aahe aanee gunakar karat aahe.
udhyoganchi punarrachana.
punarrachana aanee tyanantar madhyasthi aanee punarvichhedan heey paramparik teey internet vipanan sampreshanakade sankraman karnyachya aavashyak vaishishtyanpaiki eka aahe. internet vyavhar qamee mahag asalyamule internet paramparik vitarkanna kinwa kirkol vikretyanna vyavasayatun baher kadhanyas bhag padu shakate. jeey. dii.comney 2009 paryant chinmadhil vaiyaktik sangankansathichya vitaran vahinyanvar lakshaniy parinam keela, grahakanna sanganakache vividh bhag magavanyachi parvanagi dilee jee nantar online vyavasayadvare ektrit kelee gelee, jyamule tyaa kshetratil hajaro kirkol vikrete tyanchya nokaritoon baher padale. 2015 madhye, jeey. dii.chiinii online kharedichya bajarpethetil 22.9% vaataa comcha hota. punha, "aarthik kaal" nusar, chinmadhye online kharedisathi mobile phone vaparnyachya badalatya pravruttimule, internetvar logg inn karnyasathi cellphone vaparnare lock sanganak sanganak jaast hote, jeey. dii. laa laa punarrachanechi pudhchi laat.com aanee alibabasarkhya tyachya pramukh spardhakanna. 2014 madhye, jeey. dii.mobile phonavarun phonavarun comchya ordersmadhye mageel varshichya yach kalavadhichya timahichya tulanet 543% neey vaadh jhaali aahe. havyu shenn, jeey. dii. chey mukhya karyakari adhikari.comney jaree jeey. dii. madhye guntavanuk kelee asali taree, chinchya aahe kramankachya sarvat mothya online corporation, tentchya sahkaryaivaji swatachya companychya epmule haah parinam jhaala asey mhatale aahe.march 2014 madhye com. eae-commers vyavasay mhanoon, jeey. dii.internetchya tantradnyanachya vikasachya vegwan badalansah comla satat aavhane aanee punarvinimayachya sandhincha samna karava lagat aahe.
email.
email vipanan mhanje imelacha vapar karoon lokanchya gatala thet vyavsayik sandesh dene. tyachya vyapak arthane, sambhavya kinwa sadhyachya grahakala pathavalelya pratyek imelala email vipanan manale jaau shakate. yaat sahasa jahirati pathvanyasathi, vyavasayachi vinanti karnyasathi kinwa vikri kinwa dengya magnyasathi imelacha vapar karane samavisht asate aanee nishtha, vishvas kinwa brand jagrukta nirman karane haah tyacha uddesh asato. email vipanan ektar vikalya gelelya yadyanmadhye kinwa sadhyachya grahak detabasemadhye kele jaau shakate. sarvasadharanpane, hii sandnya sahasa sahasa tyachya sadhyachya kinwa aadhichya grahakanshi asalele sambandh vadhavanyachya uddeshane, grahakanchya nishthela aanee vyavasayachi punaravrutti karnyas protsahit karnyasathi, naveen grahak midvinyasathi kinwa sadhyachya grahakanna tabadtob kahitari kharedi karnyasathi patvoon denyasathi aanee itar kampanyanni tyanchya grahakanna pathavalelya email sandeshanmadhye jahirati jodanyasathi vaparali jaate.
utpadananmadhye sanvad.
thet digital vipananasathi aanakhi eka marg mhanje utpadan-antargrahan (kinwa utpadan-antargrahan), joou vipanan samagri thet vaparkartyachya internet-jodalelya upkarnavar kinwa software anuprayogavar pohochavato. utpadanatil vipanan samagri anekada email vipanan mohimansarkhich asate, parantu vibhajan aanee vitaran adhik lakshyit asate. digital vipanan sadhansamagrimadhye email heey eka manak sadhan banale asalyane, email vahini anekada atibharit aanee ativaparyukt asate, jyamule khule darr khoopach qamee hotat, guntavanukiche darr qamee hotat, click-thru darr (ctr) qamee hotat aanee rupantaran darr qamee hotat. internet-jodalelya (aay. oo. tii.) upkarananchya vadhimule grahak utpad utpadakanchya vadhatya sankhyela itar digital vipanan marganna purak mhanoon vipanan sampreshanachya yaa vahinicha laabh ghenyas saksham hott aahe.
chhapamar vipanan.
jahiratinchya avyavasthet vaadh jhalyamule, chhapamar vipananasarkhya aparamparik madhyamanna chalana midali aahe. chhapamar vipanan haah sahasa sarjansheel kinwa anpekshit sanvad manchandware charcha nirman karnyacha qamee kharchik marg asato. mothya prekshakanche laksh vedhoon ghenyasathi bahya mandani sambhavya aadhar pradan karatat. rastyavaril payabhoot suvidha sanukoolit karane kinwa flash mobsarkha karyakram tayar karane heey eka udaharan aahe. itar sanvad manchanchya tulanet chhapil jahiratinche moolya adhik asalyache sanshodhan manate, jyamule grahakanna sakaratmak pratisad midato. yashasvi chhapamar vipananache eka udaharan volkswagenne (vhee. doubleu.) tyanchya 'majedar' prachar mohimemadhye tayar kele hote, jithe grahak payaryanchya talashi jalad gatine jaanyasathi escalatoriveji vhee. doubleu. phasta laine slide vaparu shakat hote.
sparsh bindu.
samparkacha pratyek bindu haah sampreshanacha eka prakar aahe aanee mhanunach, sparsh binduncha sanvad munch mhanoon vichar karane aavashyak aahe. sparsh bindu heey brand aanee grahak yanchyatil ektar sharirik kinwa manvi sanvad asoo shakatat jeey kharedipurvi, kharedi aanee kharedinantar grahakanchya nirnay ghenyachya prakriyevar prabhav taktat.
grahak vyavasayashi sanvad sadhanyache anek marg aahet. thet grahak seva devanghevan, companychi website, kharediche vatavaran aanee utpadan packaging kinwa kamgiridware parasparsanvad hoto. heey serve eka vishisht brandbaddal grahakanchya samajutimadhye yogdan detat. udaharanarth, kirkol dukanasarkhya kharedi sparsh binduche seva-drushya prakash aanee mandani kinwa itar sanvedanatmak sparsh bindundware, udaharanarth, gandhadvare gunavatta aanee sevechya aakalnavar prabhav takoo shakate. topshopsarkhya vegwan fashion kirkol vikretyanni aateel aanee bahereel bahereel dukanachi dekhbhal kelee aahe, jeey vilasi manale jaate. tyachpramane, ferreiro rocharchi uchch kimmat aanee packaging susanskrutata aanee changlya gunavattecha sanvad sadhu shakate. drushya swarupacha kharedichya nirnayavar lakshaniy parinam houu shakato, kook aii koola aanee pepsy sarkhya kampanya kharedichya velee utpadane kashee pradarshit kelee jaatat yavar niyantran thevanyasathi vitarkanna vinamulya freeze pradan karatat.
gunak prabhav.
united airlineschya vimanat chadhatana, dave carollne termackvaril saman saman tyachya teller guitarla haanee pohochavtana pahile. grahak sevedware samasya sodavinyachya ayashasvi prayatnannantar, carollne 'united break gitar' navacha eka vinodi youtube video uploaded keela, jyala 15 dashalakshahun adhik vela pahile gele. carolcha youtube video heey gunak prabhavache aanee vaparkartyane tayar kelelya samgrichya (yuu. jee. see.) jaalyandvare aanee maukhik sanvadadvare grahakanche anubhav kase samayik kele jaatat yache eka udaharan aahe. sanshodhan asey darshavite qee grahak nakaratmak anubhav deu shakatat aanee mhanunach, asha parasparsanvadi manchancha kharedi nirnayanvar aanee brandchya drushtikonavar lakshaniy parinam hoto.
heey vipanan sampreshanashi grahakanchya vartanachya ektrikaranacha cull adhorekhit karate, jithe tantradnyanane samajik gut sanvad sulabh keela aahe. tyanchya sandeshavar niyantran niyantran companyanshi sanvad sadhanyachya eka dishene badal jhaala aahe, jithe vyavasay grahakanchya abhiprayanshi sanvad sadhatat. andy larkchya matey, rashtrakul bankeche see. emm. oo. mhanatat, "satta badalali aahe, aapan aata asha pardarshak yugat pravesh karat aahot jithe konatihi rahasye naheet".
paramparik models sashulk madhyam manchankade mahiticha prathamik srot mhanoon pahat asat. tathapi, tantradnyanane grahak-kendrit sanvad manchamadhye sanvad saksham keela aahe. mahiticha haah pravah yuu. jee. see. chya madhyamatoon anek prakarchya devanghevanila anumati deto, jyamadhye blogg, chatt, munch, utpadan punaravalokanansathi online platform aanee facebook, youtube aanee instagram sarkhya soshal media websitesdware serve prakarchya sarjansheel samagricha samavesh aahe, jyanna kamavalele aanee samayik kelele madhyam mhanoon olakhale jaate.
saha-nirmiti.
jevha grahak keval companychi utpadane kharedi karat naheet tarr tyanchi rachana aanee vikas karnyatahi madat karatat tevha saha-nirmiti hote. nayakeene kamavalelya aanee samayik madhyamandvare saha-nirmiti aanee grahak sakshamikaranache udaharan tayar kele. nayaki id heey eka online anuprayog aahe jeey grahakanna tyanchya padatrananchi rachana karanyachi parvanagi dete aanee mhanoon "fakt teey online qaraa". bajar-nirmit madhyame heey eka mahattvache sanvad munch aanee mahitiche srot aahet. kharedicha nirnay ghetana, visheshtah vinail reecord albamsarkhya uchch sahbhag asalelya utpadanasathi, grahak bajar-nirmit aanee yuu. jee. see. yaa donhincha vichar karatat. paramparik madhyamanmadhun online aanee yuu. jee. see. vipananachya vividh prakarankade sankraman vadhat aahe. vipanan sampreshan hii eka khulee pranali aahe aanee grahak anek sampreshan manchanni prabhavit aahet heey shikshanatadnyanna maheet aahe. shevati sakaratmak brandcha samna jaheer brand samarthkanshi hoto jeey utpadananchya shifarshindware online aanee offlinedware sakaratmak kamavalelya aanee samayik madhyamanmadhye yogdan detat.
thet vipanan.
thet vipananat, nirmata truteey-paksh madhyamanaivaji sambhavya grahakanshi thet sanvad sadhato. grahakanchya vaiyaktik pratisadanchi aanee vyavharanchi nond kelee jaate. thet vipanan haah vipanan sampreshanacha vadhata prakar aahe. grahak sambandh vyavasthapan (see. aar. emm.) mhanoon olakhalya vaparlya grahak aanee brand yanchyatil sambandh nirman karnyasathi tyachi rachana kelee gelee aahe. sanstha tyanchya garjanvar laksh thevanyasathi aanee samajoon ghenyasathi grahak khatyancha vapar karatat. teey grahakanche samadhan aanee nishtha vadhavanyachya uddeshane tyanchya sparsh bindumbaddal tapshilvar mahitee vyavasthapit karatat. sampark vaiyaktikaritya, durdhvani, mail, email kinwa sanketsthaladvare houu shakato. sanstha aanee grahak yanchyatil sanvad haah sahasa dwimukhi sanvad asato. thet vipanan heey grahakanchi maulyavan mahitee asalelya see. aar. emm. detabesesvar avalambun asate. changlya darjache databases spardhatmak laabh deu shakatat aanee napha vadhavu shakatat. grahakanchya mahitisanchala guntavanukiaivaji kharch mhanoon pahane kinwa tyanchi satat dekhbhal kinwa adyayavat naan karane heey hanikarak tharoo shakate.
thet mail.
thet mail mhanje tapal, email, facs kinwa kuriardware pathavalele patra, card, catalog kinwa namuna. jevha praptakartyane sansthemadhye rus dakhavila asel kinwa sansthekadun aadhi kharedi kelee asel tevha haah sanvad sarvat prabhavi asato. vaiyaktikaran, kaljipurvak lakshyikaran, sarjansheelata aanee lavchikta heey thet melache fayade aahet. email qamee kharchik aahe, parantu spam aanee junk email filterdware haravale jaau shakate. thet mail achook detabesesvar avalambun asate.
telemarketing.
durvipanan mhanje durdhvanidware vipanan sampreshan. durvipananache done prakar aaheth bahya aanee antargami. bahya telemarketing vapar sanstha sambhavya grahakanparyant pohochanyasathi, vikri nirman karnyasathi, vikretyanshi bhetisathi aanee naveen utpadane sadar karnyasathi karatat. antargami durvipanan mhanje jethe lock sansthela utpadanambaddal takrar karnyasathi kinwa chaukashi karnyasathi bolavatat. vikrila chalana denyasathi aanee sudharanansathi soochana prapt karnyasathi grahak seva dhoran mhanoon bahya aanee antargami donhicha vapar keela jaau shakato. durvipananachya fayadhyanmadhye lakshyit sampreshan, sanstha aanee grahak yanchyatil lavchik aanee thet sanvad yancha samavesh hoto, too eka prabhavi vaiyaktik vikri bhagidar asoo shakato aanee samorasamorchya samparkachya tulanet too kifayatshir aahe. eka gairsoy ashee aahe qee coll centercha vapar sahasa bahya aanee antargami telemarketing hatalanyasathi keela jaato, jyachi amalbajavani, vyavasthapan aanee vittapuravatha karane aavashyak aahe.
mail aurder.
mail aurder vipanan hii utpadananchi eka soochi aahe jee grahak meldware prapt karnyasathi magvoo shakatat. thet vipananacha haah prakar 100 varshanhun adhik juna aahe. aata gharoon kharedi karane, online kharedi aanee durdhvanivarun kharedi karane heey sobat aahe. sadhyachya tantradnyanamule mail ordermadhye sudharana jhaali aahe. aata soochimadhye mothee shreni asoo shakate, vitaran jalad aahe aanee takrari vyavsayikaritya hatalalya jaatat. mail ordermule grahakanvar telemarketingpeksha qamee dabav padato aanee vikri vyavasthapit karane sope asate, tathapi back-end rakhanyasathi mahagadya payabhoot suvidha aavashyak asatat.
thet pratisad denari jahirat.
thet pratisad denari jahirat hii anshatah thet vipanan aahe. haah paramparik sampreshan madhyamandvare prasarit honara sandesh aahe jyamadhye vachak, prekshak, shrota kinwa grahakane sansthela thet pratisad dene aavashyak aahe. prekshak adhik mahitee midvinyasathi kinwa utpadan kharedi karnyasathi pratisad deu shakatat. thet pratisad jahiratinche eka samanya udaharan mhanje durchitravanivaril ghar kharedi, vishisht sauda kinwa savalat midvinyasathi. tote mhanje sanvadachya madhyamamule laksh kendrit karane qamee houu shakate aanee thet melchya tulanet lakshya qamee sankuchit asoo shakate. sanghatanatmak sandesh avyavasthit aanee gardiche houu shakatat.
cellular vipanan.
cellular vipanan heey ekhadya utpadanacha kinwa brandcha prachar karnyasathi prekshakancha mobile phone aanee ess. emm. ess. vapartat. mothya pramanavar majkoor sandesh pathvanyasathi internetcha vapar karoon sanganak pranalindware uchch patalichi lavchikta aanee sope ektrikaran heey fayade aahet. heey vipanan sampreshan munch sansthanna grahakanna thet lakshyit karanyachi parvanagi dete jenekarun tyanna sadasyatvache nutanikaran karanyachi, vishesh utpadan savalati denyachi kinwa spardha kinwa sweepstekdware brandchi pratishtha nirman karanyachi aathvan karoon dilee jaau shakate. 
kahee grahakankadun ess. emm. ess. prapt karnyasathi shulk aakarle jaate, tyamule nivad karanyachi parvanagi aavashyak aahe.
see. dii./dii. vhee. dii. tantradnyan.
eae-sampreshanacha bhag mhanoon see. dii. aanee dii. vhee. dii. diskcha vapar keela jaau shakato. sampoorn vipanan sadarikarane, soochipatrake, mahitipatrake aanee kimmatichya yadya cdver sathavalya jaau shakatat. see. dii. chhotya asatat aanee prekshakanna lakshya karnyasathi sopya asatat aanee bahutek aadhunik sangankanmadhye see. dii. drive reader asatat, tathapi, bahutek samaan mahitee sanketsthalavar kinwa imelvar sadar kelee jaau shakate.
ekatmik vipanan sampreshan.
ekatmik vipanan sampreshan (aay. emm. see.) mhanje bhagdharkanparyant companychya brandchya satatyapurn sandeshacha sanvad anukool karnyasathi vipanan dhoranancha vapar. jodanichya paddhati ektritpane sanvad sudharatat kaaran tyaa pratyek vahinichya fayadhyancha vapar karatat, jeey ekatra kelyavar, vaiyaktikaritya vaparlyapeksha spasht aanee vyapak parinam nirman karatat. aay. emm. see. sathee vikretyanni pracharatmak mishra ghatakanchya aaspaschya seema olakhane aanee mohimechya sandeshachya parinamkaraktecha vichar karane aavashyak aahe.
1980 chya dashakachya madhyapasoon uttaradhaparyant, vipanan sanvadachya parinamansah vipanan vatavaranat sakhol paryavaraniy badal hott hote. prasarmadhyamancha prasar, prekshakanche vibhajan, bajarpetheche jagatikikaran, naveen sampreshan tantradnyanache aagman, detabesacha vyapak vapar yacha arth assa hota qee junya paddhati aanee maas marketingmadhye vaparlya vaparlya paddhati aata prasangik rahilelya naheet. visheshtah, digital aanee parasparsanvadi madhyamanchya udayamule vipanan sampreshanacha pramukh prakar mhanoon vikrete jahiratinvar qamee avalambun hote. vipanan sanvadasathi naveen drushtikon aavashyak aahet heey vyavsayik aanee vidvananmadhye vadhat chalalele manya hote. too naveen drushtikon "ekatmik vipanan sampreshan" mhanoon olakhala jaeel."1990 chya dashakachya suruvatila kelelya anek anubhavjanya abhyasanmadhye asey aadhalun aale qee naveen aay. emm. see. hii" alpakalin vyavasthapakiy pravrutti "pasoon door hotee, parantu badalatya bahya vatavaranabaddal jahiratdar aanee vikretyanchi hii atishay spasht pratikriya hotee.
ekatmik vipanan sampreshan hii eka sarvangin niyojan prakriya aahe jee sampreshan shakha, sarjansheel amalbajavani, madhyame, vel aanee bhagdharkanmadhye sandeshanche ektrikaran karnyavar laksh kendrit karate. ekatmik drushtikon haah kampanyandvare tyanchya vipanan sampreshan karyakramanche niyojan aanee amalbajavani karnyasathi vaparla jaanara pramukh drushtikon mhanoon udayas aala aahe aanee tyache varnan 'pratiman badal' asey kele gele aahe."
aay. emm. see. susangat brand sandeshala protsahan denyasathi sansthechya vipanan sanvadanche ekikaran aanee samanvay karate. brandchya sanvadanche samanvay sadhalyane brand adhik vishvasarh aanee yogya disato, kaaran too vegvegalya sandeshanche mishran mhanoon pathvanyaivaji 'sampoorn' mhanoon pahila jaato. aay. emm. see. chaa drushtikon vipanan, jahirat aanee jahiratinmadhil 'mothe chitra' pahato.
itihas.
1980 chya dashakachya madhyapasoon teey uttaradhaparyant vadhatya pramanat spasht hott asalelya anek paryavaraniy badalanmule vipanan sampreshanacha punarvichar karanyachi prerana midali. prasarmadhyame vadhat hotee aanee tyach velee ekatra yet hotee, prekshak vikhurale jaat hote aanee anek naveen sanvad shakha udayas yet hotya. kahee jahirat sansthanni vividh sampreshan shakhanchya sandarbhat sevancha sampoorn sanch pradan keela. jahirati, sarvajanik sambandh, branding, packaging, vikri prachar, karyakram aayojak aanee itar pracharatmak upkramansathi kampanya anek seva pradatyanvar avalambun hotya. yaa sanvad shakhanpaiki pratyekala eka 'silo' mhanoon manale gele; tyanchyamadhil samanvayancha farsa vichar keela gela nahee, parinami mohimechya sampoorn vistar aanee lambimadhye companychi bahya pratima sadar karnyat anek bhinn bhagdharak sahbhagi jhaale. tyaa vatavaranat, vyavsayik aanee siddhantkar doghannihi madhyamanmadhye aanee vividh sampreshan shakhanmadhye vikasit varanvar gondhalat gondhalat kinwa visangat brand pratimanchi kshamata olakhali. prekshakanche vibhajan karoon vikretyanna vishisht aavhane dilee gelee. teey aata maas mediadware maas marketshee sanvad sadhu shakale naheet; tyaeivaji tyanna atyant tadnya madhyam aanee sampreshan shakhancha vapar karoon vadhatya ghattapane paribhashit kelelya bajar vibhaganshi sanvad sadhanyachi aavashyakta hotee. naveen madhyame aanee detabesacha vapar vipanakanna grahakanshi eka-eka aadharavar sanvad sadhanyas saksham karat hote. jansanvadashi sambandhit junya paddhati aanee paddhati navya yugachya vastavachi purtata karnyat ayashasvi tharalya. 1980 chya dashakachya uttaradhat antargat aanee bahya asha donhi prakarchya sanvadanmadhye spasht, susangat aanee eksandh katha sadar karane anivarya hott gele.
1989 madhye, done swatantra ghatananmule vipanan sampreshanababat udhyogachi drushti badalali jaat hotee yaa vastusthitikade laksh vedhale gele. pratham, shearson-lehmann hutton yaa sallagar sansthene grahakanchya jahiratinchya vishayavar eka ahwal prakashit keela, joou soochit karato qee bajarpethet anek badal kelyas package kelelya vastoo vikretyanna vipanan sampreshanacha adhik ekatmik drushtikon swikaranyas bhag padale jaeel. tyanchya ahavalat asehi namood kele aahe qee uchch darjache utpadak (udaa.jee. motargadya) aanee bajaratil seva (udaa.jee. samudraparyatan suttya) ekatmik jahiratincha vapar karnyas adhik pravrutt hote. dusare mhanje, american association auph advertising agencies (4aii) neey ekatmik vipanan sampreshanachi (aay. emm. see.) chaukashi karnyasathi eka krutee dall sthapan kele, jyacha parinam mhanoon pahili adhikrut vyakhya prakashit karnyat aalee. aaa neey imcchi vyakhya ashee kelee aahe qee, "vipanan sampreshan niyojanachi eka sankalpana jee vividh sampreshan shakhanchya dhoranatmak bhoomikanche moolyankan nirman sarvasamaveshak yojaneche atirikt moolya olakhate (udaa.jee. samanya jahirati, thet pratisad, vikri protsahan aanee jansampark) aanee spashtata, satatya aanee jastit jaast sanvad prabhav pradan karnyasathi yaa shakhanche sanyojan karate."yaa tappyavar, aay. emm. see. chaa vikas, pramukhyane sansthanni keval manak jahiratinpeksha adhik deu karnyachya aanee vividh sampreshan shakhanche ektrikaran karnyachya garjevar kendrit hota. hota moolatah 'naveen jahirat' haah shabd tayar keela; tathapi, yaa shirshakat 'aay. emm. see.' yaa shabdat samavisht itar anek pailu yogyaritya samavisht kele gele naheet-visheshtah, keval jahiratinvyatirikt paramparik jahirat prakriyechya palikade.
madhye 1991, patrakarita medil shaala vidyashakha, vayavya vidyapith aaa saha sanyojan, aay. emm. see. kase vaparale jaat hote tapasanyasathi rachana pahila anubhavjanya sanshodhan abhyas suru keela. abhyasat aay. emm. see. chee sankalpana aanee mahatva samajoon ghenyavar aanee serve pramukh yuu. madhye aay. emm. see. chaa kitee pramanat sarav keela gela yache vishleshan karnyavar laksh kendrit kele gele.jahirat agency. newzealand, britton, america, austreliya, bharat, thayaland, dakshin africa aanee phillipines ityadi itar deshanmadhye aay. emm. see. chaa vapar kassa keela jaat hota heey tapasanyachya drushtine yaa prarambhik abhyasachi itar abhyasanni punaravrutti kelee. yaa abhyasatil nishkarshanni dakhavun dile qee naveen aay. emm. see. hii "alpakalin vyavasthapakiy pravrutti" pasoon door hotee, parantu tyaeivaji "jahirat sanstha aanee tyanchya grahakanchi eka atishay spasht pratikriya hotee kaaran teey mahitee tantradnyanachya naveen prakaranmule prabhavit aahet, jyat vikas aanee detabesacha vapar, madhyamanche vibhajan, grahakanchya parasparsanvad/samanvayasathichya ichcha aanee jaagtik aanee pradeshik samanvay yasah."aay. emm. see. chya vikasacha haah dusra tappa hota, jithe jaagtik ghatana mhanoon aay. emm. see. chya pratheche dastaivajikaran karnyavar laksh kendrit karnyat aale. aahe shabdant, sanshodhak kahee kalapasoon vaparlya vaparlya paddhatinna sanhitabaddha karnyacha prayatna karat hote.
1993 madhye donn schultz aanee tyanchya chamoone aay. emm. see. laa samarpit pahile pathyapustak prakashit kele. ekatmik vipanan sampreshan" yaa saral shirshakane tyanchya karyane aay. emm. see. chey varnan pratyek bhagakade swatantrapane pahanyaivaji sampoorn vipanan sampreshanakade pahanyacha eka purnapane naveen marg mhanoon kele. aanee tyach varshi, vayavya vidyapithatil medil shalene jahiratinvar bharr tond paramparik karyakramapeksha ekatmik vipanan sampreshanachya yaa naveen kalpanevar laksh kendrit karnyasathi tyancha abhyaskram badalala. aay. emm. see. haah eka shaikshanik vibhagatoon udayas aala, joou anek dashakanpasun pahilya kramankacha jahirat karyakram mhanoon olakhala jaat hota. 1990 chya dashakachya madhyapasoon, vipanan sanvad yaa vishayavaril aksharshah pratyek pathyapustakat ekatmik drushtikon swikarla gela aahe kinwa manak kamanchya naveen aavrutyanmadhye aay. emm. see. varr adhyay jodale gele aahet. ektritpane hii pustake aay. emm. see. niyojan prakriyanvar laksh kendrit karatat aanee aay. emm. see. chya utkrantitil haah tisra vegala tappa aahe-aay. emm. see. chey vyavasthapan aanee aayojan karnyavar bharr.
kalantarane, pratyek vyakhyet thoda vegala bharr darshavilya gelelya aay. emm. see. chya vegvegalya vyakhya vidvananni pudhe vadhavalya aahet. tarihi, prachalit asalelya vividh vyakhya asoonahi, ekatmik vipanan sampreshanakade niyojan prakriya mhanoon pahile pahije yavar sarvasadharan ekmat aahe. kahee vidvananni asey nidarshanas aanoon dile aahe qee aay. emm. see. hii eka prakriya aanee sankalpana donhi asalyamule, tyachi vyakhya karane atyant katheen aahe.
aay. emm. see. chya utkrantidarmyan pragat jhalelya kahee pramukh vyakhya yethe spasht kelya aaheth
aaj, vyavsayik aanee vidwan doghanmadhyehi sarvasadharan sahmati aahe qee aay. emm. see. chaa uday heey vipanan shakhetil vikasache eka mahattvapoorn udaharan darshavito... khulya arthvyavasthet spardhechya vastavala tond tond serve prakarchya kampanya aanee sansthanmadhil vichar aanee krutivar [yacha] prabhav padala aahe."aay. emm. see. haah kampanyandvare tyanchya vipanan sanvad karyakramanche niyojan aanee amalbajavani karnyasathi vaparla jaanara pramukh drushtikon banala aahe, tarr itar vidvananni aay. emm. see. chey varnan" "pratiman badal" "asey kele aahe, assa yuktivad belch aanee belch karatat"."larry perseycha assa yuktivad aahe qee" "serve" "vipanan sampreshanache niyojan aanee amalbajavani" "ekatmik" "asali pahije".
ekatmata mhanje.
sahityamadhye 'ekatmik vipanan sampreshan' yaa sankalpanetil 'ektrikaran' chya arthabaddal konatihi purn sahmati nahee. aay. emm. see. chee sankalpana tyachya sankshipt itihasat vikasit jhaali aahe aanee tyasah ekatmatechya arthasandarbhat vegvegalya kalpana vikasit kelya gelya aahet. aay. emm. see. chya aaspaschi vaividhyapurn matey aanee tyacha arth aay. emm. see. vareel saiddhantik vikas aanee sanshodhanachya suruvatichya sthitidvare spasht keela jaau shakato jyamule vividh drushtikonanchi bahuvidhata nirman hote. shist jasjashi paripakv hote tastashi hii bhinn matey ektrit hone apekshit aahe.
vipanan aanee jahirat sahitya anek prakarche ektrikaran olakhateh
karyatmak ektrikaran.
karyatmak ektrikaran mhanje ekmekanna purak bananyasathi aanee eka ekikrut, susangat sandesh denyasathi vividh prachar sadhananchi kshamata. pratyek sanvad shakha (jahirat, pii. aar., vaiyaktik vikri, vikri prachar ii.)) tyachi swatachi takad aanee kamkuvatpana aahe. udaharanarth, samanyatah heey manya kele jaate qee thet jahirati brand jagrukta nirman karnyasathi khoop prabhavi aahet, parantu jagrukta pratyaksh vikrimadhye rupantarit karnyasathi khoopach qamee prabhavi aahet. grahak pratyaksh kharedikade valat asatana, teey vaiyaktik vikri kinwa thet vipanan yasarkhya itar prakarchya jahiratinkade valoo shakatat. kaljipurvak niyojit sampreshan karyakramat sadhanancha eka assa milaf asel qee sandesh grahakanna kharedichya nirnayachya vividh tappyanmadhun-garaj olakhanyapasun kharediparyant aanee kharedinantarchya tappyanparyant-halavatat. sanvad shakhanche ektrikaran kelyane eka shakhechya samarthyacha vapar vegalya shakhechya kamkuvatpanavar maat karnyasathi kassa keela jaau shakato yaa prashnavar bhashya hote.
sandesh ektrikaran.
sandesh ektrikaranala 'pratima ektrikaran' kinwa 'sarjansheel ektrikaran' asehi mhanatat. aay. emm. see. sathee eka pramukh karya mhanje vividh prakarchya vipanan sampreshanachya aat aanee tyadarmyan tasech kalantarane amalbajavanimadhye satatya sunishchit karane. aay. emm. see. mohimeshi sambandhit pratyek goshtiche 'swaroop aanee bhavna' sarkhech asale pahije, mug tee konatihi madhyam kinwa sadhan asso. sandesh ektrikaran mhanje sandesh eksarkhe asane aavashyak nahee. tyaeivaji yacha arth assa aahe qee jahiratinpasun thet melparyant, samparshvik sahityaparyant, packagingpasoon teey postarparyant, corporate vahananparyant, vyavasay carde aanee karyalayin lekhansamagriparyant, pracharatil pratyek bhag tyach rangsangaticha bhag mhanoon tabadtob olakhala jaava.
spashtapane, prasarmadhyamandvare prakashit honare prakashan jeey anekada pii. aar. karyakramacha bhag asatat, teey jahiratinmadhye vaparlya vaparlya munn munn sandeshanpeksha khoop vegale asatat. tathapi, sandeshanmadhye samaan swar aanee kiman kahee samaan ghatak asavet jenekarun pratyek sandesh susangat, ekatmik mohimecha bhag asalyache disel. pratyek amalbajavani haah brandchya olakhicha bhag asato. satatyapurn amalbajavanimule brand jagrukta sulabh hote. lock brandchya vipanan sampreshanache 'swaroop' brandsheech jodatat. satatyapurn amalbajavani hii eka 'bhavna' aahe jee sarvkahi ekatra jodate; eka adviteey swaroop kinwa bhavna jenekarun lakshyit prekshak brandche naav pahanyapurvich brandche vipanan sampreshan olakhoo shaktil. drushya bhavna hii susangatatechi gurukilli aahe. yache kaaran asey qee, brandshee sambandhit pratimansathichi drushya smrutee pratyakshat brand navapeksha adhik jalad brand olakh nirman karate.
madhyamanche ektrikaran.
aay. emm. see. chey barechase niyojan vipanan sampreshan karyakramanchi parinamkarakta anukool karnyasathi vividh madhyam vahinyanchya samanvayashi sambandhit aahe. jarr brand sampreshananmadhye 'vegvegalya madhyam vahinyanmadhye susangat asaleli soochit brand moolye aanee pratima pratibimbit hott asateel, tarr spashtapane heey vahinya pratyek salag grahakanchya sahbhagasah paraspar balkat karnyachya margane karya karatat."kahee sandesh itar madhyamanmadhye anuvadit houu shakat naheet. udaharanarth, 'laingik aakarshan' asalele sandesh durchitravanivar changle kaam karoo shakatat kaaran halchal hii kamukatela karanibhoot tharate, parantu mudranasarkhya sthir madhyamat teey 'sapat' houu shakate. asha paristhitit duyyam madhyamanni prathamik madhyamanna pathimba dene aanee sandesh susanvad sadhane mahatvache aahe.
sanshodhan abhyas asey suchavatat qee jevha grahak vegvegalya madhyamandvare sandeshanchya samparkat yetat tevha teey adhik lavkar shikatat. yache spashtikaran asey aahe qee amalbajavanimadhye thode badal kelyane thodi mansik aswasthata nirman hote jee laksh vedhoon ghete aanee parinami mukhya sandesh yuktivadache adhik vistrut encoding hote. anek madhyamandvare grahakanna ekach sandesh deuun grahakanshi sanvad sadhanyachya adhik sandhee upalabdh hotat. thodakyat, multimedia dhoran adhik prabhavi aahe.
veleche ektrikaran.
veleche ektrikaran mhanje veleche sandesh hoy, jenekarun teey ekmekanna pathimba denyasathi aanee sambhavya grahakanparyant vegvegalya tappyanvar pohochanyasathi kaam kartil, teey vegvegalya prakarchya sandeshanna kevha sarvat jaast swikartat kinwa kharedi karnyachya grahakachya tayarivar avalambun asateel.
itar prakarche ektrikaran.
ektrikaranachya itar prakaranmadhye khaleel goshtincha samavesh hotoh
teeka.
aay. emm. see. laa vyavharik 'changla arth' aahe yavar abhyasak aanee vidwan doghehi sahmat aahet. parinami, yaa shakhevar tulanene qamee tikakar aahet. tathapi, sanshodhakanni pudhil sanshodhanachi garaj asalelya kshetrankade laksh vedhale aahe aanee yaa shakhechya kahee kamataratanvar prakash takala aaheh
vipanan sampreshan chaukat.
vipanan sampreshan niyojan aarakhada (emm. see. pii. eff.) haah aay. see. emm. yojana tayar karnyasathicha eka namuna aahe. chartered institute auph marketing varishtha parikshak criss phil yanni tayar kelelya emm. see. pii. eff. chaa uddesh itar chaukatitil chaukatitil samasya sodavane haah aahe.
ekatmik vipanan sampreshan niyojan paddhati.
aatoon bahercha marg.
inside-out' drushtikon haah vipanan sanvadasathicha paramparik niyojan drushtikon aahe. nehmi jeey kele jaate tyabhovati aadharit asaleli uddishte aanee uddishte olakhoon sansthemadhye niyojan suru hote. tyanantar sanvadache karya hii sansthecha sandesh "bahereel" kinwa bahya bhagdharkanna "vikanyachi" prakriya banate.
ekatmik vipanan sampreshanachya aateel-bahya drushtikonavar ektarfi drushtikon mhanoon teeka kelee gelee aahe, kaaran too ekach ekikrut sandesh tayar karnyasathi sampreshan aanee vipananachya ghatakanche sanyojan karato. porku aanee tyancha chamoo asey darshavito qee aay. emm. see. chaa sarav karnyache pahile, tatpurte prayatna pramukhyane sandesh ektrikaran karnyashi sambandhit hote, jenekarun sanstha "eka aavaj" neey bolali asey disate, parantu adhik golakar grahak abhimukhata swikaranyat ayashasvi tharali. sthir, kalbahya jhalelya paddhatimule inside-out drushtikon kamkuvat aahe.
bahya drushtikon.
ekatmik vipanan sampreshanacha bahya drushtikon grahakanchya garja aanee ichcha samajoon ghenyacha prayatna karato. mageel shreni vyatirikt, haah drushtikon lakshaniy pragati sthapit karato. sanstha grahakanvar aadharit sakhol dnyan midvu shakatat aanee tyamule tyanchya garja purn karnyasathi teey jyaa prakare sampark sadhatat teey samavoon gheu shakatat. sambandh vipanan sanstha aanee bhagdharak yanchyat varanvar varanvar sambhashanacha itihas tayar karnyat madat karate, jeey vishvas vadhavanyas hatbhar lavtat. sampreshanamule sambandh nirman hotat jeey grahakanchi sankhya kayam rakhalyamule fayadeshir tharoo shakatat. bahya drushtikon yojana aakhanyacha eka anokha marg pradan karato, kaaran too pratham grahakanvar laksh kendrit karoon, nantar amalbajavanisathi vipanan aanee sanvad paddhatincha sarvat prabhavi marg nishchit karoon mage chalato. dhoranatmak vyavasay prakriyeche prabhavipane vyavasthapan karane mahattvache aahe kaaran teey brand moolya kayam rakhale jaate yachee khatri karnyasathi anusaran karavayachya karavayachya paribhashit karate.
cross-functional niyojan drushtikon.
ekatmik vipanan sampreshanacha paraspar-karyatmak niyojan drushtikon itar done shreninpasun vegala hoto, too vipanan pracharatmak ghatakanchya sankalpanebhovati kendrit hott nahee, tyaeivaji grahak-kendrit vatavaran vadhavanyasathi sansthechi punarrachana karnyavar laksh kendrit kele aahe. haah drushtikon olakhato qee sandesh keval vipanan vibhagakadun yet naheet, tarr sansthetil aksharshah konatyahi vibhagatoon yeu shakatat. punarrachanesathi guntavanuk karanyachi chinhe badaltat, jethe serve vibhag brand sambandhanchya serve tappyanche vyavasthapan aanee niyojan karnyasathi ektritpane kaam karnyasathi ekmekanshi jodale jaatat. eka ekikrut sanstha mhanoon, paraspar-karyatmak prakriya haah eka spardhatmak fayda aahe kaaran teey grahak aanee bhagdharkanshi fayadeshir sambandh sadhya karoo shakatat. serve vibhagankadun vahinyandvare praptakartyanna pathavalelya sandeshanmadhil sambandh sudharun heey sadhya kele jaau shakate. dhoranatmak sandesh pathavun aanee konatyahi bahya pratikriyevar laksh thevun, sanstha grahakankadun abhipray deta midavatat jyacha vapar tyanantarchya niyojanachi mahitee denyasathi kinwa sampreshan dhoranachi chhan-tuning karnyasathi keela jaau shakato. prakriya resheey nasoon, vartulakar asate, suruvatila sanstha aanee grahak sanvad aanee sanvadadvare sanvad sadhatat jyamule sambandh prajvalit hotat, kalantarane vishvas nirman hoto aanee grahak kharedi karat rahoo shakato, jyamule sansthesathi vikri aanee napha vadhato aanee shevati, sambandh majboot hotat aanee sanstha grahakanchi sankhya kayam thevate. parasparsanvadi sanvad haah paraspar-karyatmak drushtikonasathi fayadeshir aahe kaaran vyavasay aanee grahak doghehi brand sampreshanat guntalele asatat. aay. emm. see. chee amalbajavani karane hii vipanan gatishilatechya badalatya swarupamule eka lavchik prakriya aahe, mhanoon sansthetil seema kadhoon takalyane hii kalpana anumati dete.
amalbajavanisathi adthale.
aay. emm. see. kadey sarvangin drushtikon swikaranyat ayashasvi honyachya mukhya karananpaiki eka mhanoon amalbajavanitil adthale uddhrut kele gele aahet. sahityat namood kelele pramukh adthale pudhilpramane aaheth
varishtha prashasanacha pathimba nahee
ekatmik vipanan sampreshananchi amalbajavani nirman sansthesathi varishtha vyavasthapanasah serve staranvaril staranvaril vachanbaddhata asane mahatvache aahe. vipanan aanee corporate uddishte yaa donhimadhil samanvay ekach velee aanee samarthanatmak asala pahije. varishtha vyavasthapanachya sahbhagachya abhavamule aay. emm. see. laa sansadhananpasun vanchit thewale jaau shakate, jyamule aay. emm. see. sansthela laabh midvoon deu shakanari purn kshamata rokhu shakate. aay. emm. see. chaa karyakram maulyavan aahe heey samajoon ghenyasathi dhoranatmak niyojanatil niyojanatil prayatnanshi vyavasayachya uchch patalichi julvajulav hone aavashyak aahe.
grahak yaa sankalpanebabat gondhaloon gele aahet
grahakankadun milanara taana aanee andajpatrak qamee jhalyamule jahirat sansthansarkhya kahee kampanya kadachit ekatmik vipanan sampreshan modelcha fayda gheu shakatat. naveen tantradnyanachya parichayamule jahirat ghatkansathi internetsarkhya margansah prayatna karnyachya seema vistrut hotat. tyanche laksh aay. emm. see. chya moolbhut tattvanpasun vichalit houu shakate, jeey ghatak ekatra samakalit karane aahe, kaaran teey vaiyaktikaritya qamee prabhavi aahet. tasech, tyanchya grahakanna aay. emm. see. sankalpana eka aavashyak guna mhanoon kadachit samajanar nahee, mhanoon, dhoranatmak sanyogamule teey aay. emm. see. laa paishanchi bachat mhanoon pahatat.
sanstha khoop vishesh aahe 
ekatmik vipanan sampreshanachya moolbhut tattvanpaiki eka mhanje grahak abhimukhatakade laksh kendrit karane. asey asoonahi, kahee sansthancha uddesh aarakhada swikarlela nahee aanee ajunahi teey karyaprerit aahet. udaharananmadhye jansampark, thet vipanan aanee jahiratincha samavesh aahe.
sanghatanet sangharsh 
ekatmik vipanan sampreshan majboot padanukram sanrachit sansthanmadhye amalat aananyacha prayatna kelyane aadvya sampreshanachya swarupamule swarupamule matbhed nirman houu shakatat. karmchari tyanchi kaame aanee karye karoo shakanar naheet jyamule kamache vatavaran dhokyat yete. aay. emm. see. yashasvi honyasathi sansthechya sanskratimadhye eka khula drushtikon samavoon ghene aavashyak aahe jithe vividh vibhaganmadhil sanvad davpechane vyavasthapit keela jaato. naveen punarrachanebaddalachya vyaktinchya pratikriya vegvegalya asateel, kaaran kahijan yaa prakriyechi pratha banatat aanee simahin ekatmatecha anand ghetat, dusarikade, kahijan purvichya sanrachit sansthemadhye (vladmir, miroslav aanee papic, 2012) ekada vyavastha aanee shakti rakhalelya niyantranachya anupasthititun dhokyat yeu shakatat. ektrikaranasathi tyanchi sanskruti visangat asalyamule corporate rachana aay. emm. see. laa aamantrit karoo shakat nahee.
adthale door karane.
ekatmik vipanan sampreshan hii anek sadhanancha vapar karoon grahakanna aakarshit karnyasathi kalpana sampreshit karanyachi prakriya aahe. hii praptakartyala sandesh pathvanyachi prakriya aahe (sampreshan, 2016). companychya mulyanvar aanee teey konatya prakarche utpadan kinwa seva detat yavar avalambun, vitarit karnyasathi sarvat yogya sandesh brand aanee grahakanvar avalambun asel. ekatmik vipanan sanvad vyavasayala kassa fayda karoo shakato heey samajoon ghenyasathi teen mukhya kshetranvar charcha kelee jaeel. hii kshetre mhanje pathavnara kona aahe? praptakarta kona aahe? aanee praptakartyakade sandesh pathvanyasathi preshak konati sadhane vaparu shakato?
aay. see. emm. vaparoon vipanan dhorane sudharanyasathi vyavharik upay done bhinn vipanan sankalpanandware kele jaau shakatatah chaar pii kinwa chaar see. tasech, encoding aanee decodingchya vaparache palan kele pahije, jeey serve vyavasayasathi aarthikdrushtya vikrimadhye vaadh karnyasathi ekmekanshi jodalele aahet.
preshak mhanje ekhadi kalpana praptakartyala sanganyache uddisht asaleli vyakti, jee ekhadi vyakti kinwa gut asoo shakate. vipanan sampreshanachi yashasviritya amalbajavani karnyasathi vikretyanni pratham tyanna kona prapt karate heey samajoon ghetale pahije. udaharanarth, mukhya vastoo karyalayatil serve garjansathi 'vann-stop' dukan mhanoon swatachi olakh nirman karnyacha prayatna karatat. teey karyalayin puravatha, surakshit aanee velevar vitaran, spardhatmak kimmat aanee utkrusht grahak sevechya vividhatechi jahirat karate. mukhya vastoo tyanchya vipanan prayatnanvar tyaa mulyanchya jahiratinvar laksh kendrit karatat. tyancha naara 'darroj aanakhi ghadavanyasathi'. hii sankalpana sarvat yogya aahe kaaran tee tyachya lakshyit prekshakanna aakarshit karate. kamgaranchya hatat vel qamee asato, teey deu karat asalele utpadan tyanna jeevan sope karanyachi kshamata deil; asey kelyane tyancha vel vachato. aajchya vegwan jivanshailimadhye, jarr ekhadi seva soyiskar asel tarr grahak bahudha utpadan vaparnar aahet. mukhya vastoonni tyanchi moolye tyanchya grahakanparyant pohochavanyasathi aavashyak pavale yashasviritya uchalali aahet. teey kona aahet aanee tyanni konala lakshya kele pahije heey samajoon gheuun tyanni heey kele aahe.
4 see.
mulat, vipanan heey 4 pii (utpadan, kimmat, sthan aanee prachar) varr kendrit hote, jeey companyanchya antargat sankalpananvar kendrit hote. ekatmik vipanan sampreshanachi kalpana pahilyanda 1993 madhye donn eae. yanni mandali hotee. schultz, jyane jyane sankalpana keela modelmadhye badalali. grahakanchya garja aanee ichcha lakshat gheuun grahak, dalanvalan, suvidha aanee kharch yaa chaar bhagancha samavesh aahe. jevha pratyek ghatak sansthechya mohimechya ekoon drushtikonanusar amalat aanala gela, jyamule sandesh karyakshamatene amalat aanata yeto, tevha ekatmik vipanan sampreshananni samanvay sadhya keela. keela uttaransathi lakshyit bajarpeth kona aahe heey shodhneh teey konati utpadane kharedi karnyas tayar aahet, tyasathi teey kitee paise kharch karnyas tayar aahet, utpadan tyanchya garja aanee ichcha kasha purn karel, utpadanachi upalabdhata aanee kitee sahajpane yogya mahitee prasarit kelee jaate heey jaanun ghene. grahakanna kaay havey aahe yavar bharr dilyane aay. emm. see. dware uchch yash prapt hote, kaaran teey keval antargat bhagdharkandwarech navhe tarr bahya bhagdharkandware dekhil prabhavit hott aahe.
sanvad-aadharit sambandh vipanan.
yamadhun tomm dunken aanee sandra eae. vistarat aahet. morteatine sanvad-aadharit sambandh vipananachi sankalpana tayar kelee. heey model sarvasadharan ekmargachya sankalpanepasun vegale jhaale, jyacha grahakanna paristhitivar kaay vishvas thevayacha yavar vyavasay prabhav padato. tathapi, dunken aanee maurierty yanni assa yuktivad keela qee vyavasay aanee grahak yanchyatil sanvad haah grahak kendrit vipanan prayatnansathi eka majboot aasthapana vikasit karanyachi gurukilli aahe. sanvad-aadharit vipananadvare aay. emm. see. chee prakriya anukramik teen tappyanchya prakriyetoon jaate. sanghatana sanvad paddhatinche prabhavi mishran nivadanyapasun suruvat karatat; tyanantar, vipanan paddhati nivadalya jaatat; tyanantar, pratyek ghatkamadhil sarvottam ghatak ekatra keela jaato aanee ektrit keela jaato joou sansthekadun prekshakanparyant pohochavala jaato. tyanantar, yaa nishkarshanni aadhunik vipananala aakar deela, parasparsanvadi dwimukh drushtikonavar laksh kendrit kele jyamule bhagdharkanshi sambandh nirman hotat. ekatmik vipanan sampreshanachya vikasachi teen shreninmadhye utkranti jhaali aaheh antargat-bahya drushtikon, bahya-bahya drushtikon aanee paraspar-karyatmak dhoranatmak drushtikon.
branding.
branding heey logochya palikade jaate; asha prakare vyavasay tyanchya companychya vatine maukhik aanee drushyadrushtya sanvad sadhatat. brand mhanje tumhi kholeet nasata tevha lock tumchya kampanibaddal kase bolatat heey eka sambhashan aahe. grahak satat brandshee sanvad sadhat aahet aanee tyanna bhetat aahet. heey durchitravani kinwa itar madhyamanchya jahiratindware asoo shakate jase qee karyakram prayojakatv, vaiyaktik vikri aanee utpadananche packaging. asha brandchya pradarshanas brand touch point kinwa brand sampark mhanoon olakhale jaate, jyadvare sanstha aaplya grahakanna prabhavit karnyacha prayatna karoo shakate. brandingshivay, grahak utpadananmadhye farak samajoon gheu shakanar naheet aanee tyanna konati sarvat jaast aavadate heey tharvu shakanar naheet. lock kadachit kahee brandmadheel farak dekhil sangu shakanar naheet, tyanna pratyek brand sarvottam aahe heey tharvinyapurvi anek vela prayatna karava lagel. kharedichya nirnayanmadhye madat karnyasathi, vipanan sanvad brandsathi eka vegali pratima tayar karnyacha prayatna karatat. grahakanchya manat eka atyadhunik brand vyaktimatva nirman nirman thikane, vyaktimatve kinwa agadi bhavnanshi sambandh jodanyas protsahit karnyasathi brand sanghatana tayar kelya jaatat. brand sampreshan utpadananna moolya kase vadhavate aanee branding haah sanvad manchasathi eka mahattvacha pailu qaa aahe heey yavarun disun yete.
grahak-brand sambandh nirman hotat.
brandchi nishtha nirman karane mhanje brandshee itake majboot vishvasarh sambandh nirman karane qee brandprati bhavnik bandhilakimule tumhi tyanchyakadun varanvar kharedi karal. see. bii. aar. chya anek rachana aahet, parantu sahityatil paach mukhya rachana mhanje brand prem, brand sanlagnata, swayam-brand jodani, brand olakh aanee brand vishvas. yaa pachahi rachana ananya aanee drudh naheet, parantu ekmekanvar aachchadan karoo shakatat. brand sanlagnata mhanje grahakache brandshee asalele bhavnik sambandh. brand prem heey samadhani grahakankadun vishisht brandprati asalelya bhavnik bandhilakiche mojmap aahe. swa-brand jodani mhanje ekhadya brandcha aekhadyachya swa-olakhicha eka mahattvacha pailu kitee pramanat banala aahe. aahe shabdant, haah brand tyanchya swa-sankalpaneche achook pratinidhitva karato. varshanuvarshe, sanshodhak assa yuktivad karatat qee serve see. bii. aar. rachnanmadhye swayam-brand jodani heey sarvat mahatvache aahe. brand olakh mhanje grahakachi brandshee asaleli aikyata aanee ekatmata. shevati, brand trust mhanje grahakanna brandchi utpadane aanee companymadhye surakshitata aanee aashvasananchya bhavna jaanavtat.
laksh kendrit qaraa.
vipanan sampreshan heey utpadan/sevevar kendrit asate, corporate sampreshananchya ulat, jethe sampreshanachya kamache kendra swatah company/udyog asate. vipanan sampreshan heey pramukhyane magani nirmiti aanee utpadan/seva sthitishi sambandhit asate, tarr corporate sampreshan heey samasya vyavasthapan, vilinikaran aanee adhigrahan, khatala ii. shhee sambandhit asate.
grahak-kendrit viruddha grahak-kendrit.
ekatmik vipanan sanvadatil alikadil prakatikaran mhanje vyavasay jagatatil grahakanchya bhoomiketil badal. tantradnyanachya vegwan vadhimule, grahak aata soshal mediachya vaparadvare adhik vyapak prekshakanparyant pohochanyachya kshamtesah, tondawate tondawate madhyamandvare adhik shakti midvat aahet. heey shakti parivartan olakhoon, sansthanni adhik ekatmik dhoran vikasit karnyasathi, paramparik grahak-kendrit drushtikonatun vyapak grahak-kendrit paddhatikade tyanchya vishisht vipanan dhorananche aanee grahakanchya drushtikonache punarmulyankan karnyas suruvat kelee aahe.
grahak-kendrit drushtikonachi vyakhya ashee kelee jaau shakate qee "jevha ekhadi sanstha grahakanchya savayimbaddal adhik jaanun ghete jenekarun teey paraspar vikrichya sandhee olakhoo shaktil". yaa prakarcha drushtikon purnapane samadhankarak mhanoon pahila jaau shakato, kliyachko (2008) neey eka parasparvirodhi sankalpana sadar kelee jee 'baheroon kaam karnyavar' laksh kendrit karate aanee sansthanvar vegalya drushtikonas protsahan dete. jevha ekhadi sanstha grahak-kendrit tantra swikarte, tevha teey heey mutt sodoon detat qee grahak heey vipanan tantrache keval nishkriy praptakarte aahet aanee tyanchya garja kaay aahet teey aikanyavar aanee tyanchi purtata karnyacha prayatna karnyavar laksh kendrit karatat; grahakala prakriyet ektrit karatat. moheem" masikane kelelya sanshodhanatun disun aale aahe qee, anek sansthanni adyap asey niyantran sodale nahee, jeey keval vipanan vyavasay sambhavyapane qamee houu shakel yaa bhitimule asalyacha sanshay asoo shakato.

