Ntau xyoo dhau los, cov khoom noj ceev tau nkag mus rau peb lub neej. McDonald's, KFC, Burger King thiab lwm yam khoom noj ceev zoo sib xws tau tshwm sim rau txhua lub ces kaum. Cov neeg laus nres los ntawm kev noj burger thaum noj su, menyuam yaus thaum so thiab taug kev ntawm tsev kawm ntawv. Yuav ua li cas koj yuav tiv tau qhov kev ntxias kom noj mov ntawm lub yummy? Cia li xav txog qhov nws yog ua los ntawm! Cov khw muag khoom noj ceev ceev zais cov thev naus laus zis thiab cov zaub mov txawv, thiab tsis yog ntau ntawm kev ntshai ntawm cov neeg sib tw, raws li cov neeg siv khoom hais, tab sis tawm ntawm lub siab xav kom tsis txhob muaj kev txaj muag uas tuaj yeem tshwm sim los ntawm cov ntaub ntawv hais txog cov khoom muaj teeb meem thiab qee zaum muaj kev phom sij rau lub neej.
Tshaj tawm los ntawm Mann, Ivanov thiab Ferber, phau ntawv tshiab, Fast Food Nation, nthuav tawm cov lus zais ntawm kev lag luam uas ua txhaum ntawm kev rog rog, ntshav qab zib thiab lwm yam kab mob loj ntawm cov neeg niaj hnub no. Nov yog qee qhov nthuav tseeb ntawm phau ntawv.
- Khoom noj ceev ua rau koj haus dej qab zib ntau dua
Cov khw noj mov ceev tau nyiaj ntau dua thaum cov neeg siv khoom haus dej qab zib. Soda ntau. Coca-Sale, Sprite, Fanta yog cov goose uas nteg qe golden. Cheeseburgers thiab Chicken McNuggets tsis tau txais txiaj ntsig ntau. Thiab tsuas yog dej qab zib txuag lub hnub. "Peb muaj hmoo heev ntawm McDonald's uas tib neeg nyiam ntxuav peb cov qhaub cij," ib tus thawj coj ntawm cov saw hlau ib zaug hais. McDonald's muag ntau Coca-Cola hnub no dua li lwm tus hauv ntiaj teb.
- Koj tsis noj cov zaub mov tshiab, tab sis khov los yog khov-qhuav
"Tsuas ntxiv dej thiab koj muaj zaub mov." Qhov no yog qhov lawv hais hauv lub network ntawm ib qho khoom noj ceev ceev. Koj yuav tsis pom cov zaub mov noj ceev hauv phau ntawv ua noj lossis hauv cov vev xaib ua noj. Tab sis lawv muaj tag nrho ntawm lawv hauv cov ntawv tshwj xeeb xws li Food Technologies ("Technologies of Food Industry"). Yuav luag txhua yam khoom noj ceev, tshwj tsis yog txiv lws suav thiab nplooj lettuce, raug xa thiab khaws cia rau hauv daim ntawv ua tiav: khov, kaus poom, qhuav lossis khov-qhuav. Khoom noj khoom haus tau hloov ntau dua nyob rau hauv 10-20 xyoo dhau los tshaj li tag nrho cov keeb kwm ntawm tib neeg lub neej.
- "Kiddie marketing" yog kev vam meej hauv kev lag luam
Muaj tag nrho cov phiaj xwm kev lag luam niaj hnub no uas tsom rau cov menyuam yaus ua cov neeg siv khoom. Tom qab tag nrho, yog tias koj nyiam ib tug me nyuam mus noj mov, nws yuav coj nws niam nws txiv nrog nws, los yog txawm nws pog thiab yawg tam sim ntawd. Ntxiv rau ob lossis plaub tus neeg yuav khoom ntxiv. Dab tsi tsis zoo? Qhov no yog profit! Cov kws tshawb fawb kev lag luam ua cov kev tshawb fawb ntawm cov menyuam yaus hauv khw muag khoom thiab txawm tias cov pab pawg tseem ceeb ntawm cov menyuam yaus hnub nyoog 2-3 xyoos. Lawv txheeb xyuas cov menyuam muaj tswv yim, npaj cov hnub so, thiab tom qab ntawd xam phaj cov menyuam. Lawv xa cov kws tshaj lij mus rau cov khw, cov khw noj mov ceev ceev thiab lwm qhov chaw uas cov menyuam yaus tuaj koom. zais cia, cov kws tshaj lij saib xyuas tus cwj pwm ntawm cov neeg siv khoom muaj peev xwm. Thiab tom qab ntawd lawv tsim kev tshaj tawm thiab cov khoom lag luam uas ntaus lub hom phiaj - hauv cov menyuam yaus lub siab nyiam.
Yog li ntawd, cov kws tshawb fawb yuav tsum ua lwm yam kev tshawb fawb - piv txwv li, cov khoom noj ceev npaum li cas cuam tshuam rau kev ua haujlwm ntawm cov menyuam hauv tsev kawm ntawv.
- Txuag ntawm cov khoom zoo
Yog tias koj xav tias McDonald's khwv tau nyiaj los ntawm kev muag cheeseburgers, kib thiab kib thiab milkshakes, koj tau yuam kev heev. Qhov tseeb, lub tuam txhab no yog tus tswv lag luam muag khoom loj tshaj plaws hauv ntiaj teb. Nws qhib cov khw noj mov thoob plaws ntiaj teb, uas yog khiav los ntawm cov neeg hauv zos nyob rau hauv franchise (tso cai ua haujlwm raws li McDonald's trademark, raws li cov qauv tsim), thiab sau cov txiaj ntsig loj los ntawm kev sau nqi xauj tsev. Thiab koj tuaj yeem txuag cov khoom xyaw kom cov zaub mov pheej yig: tsuas yog nyob rau hauv rooj plaub no tib neeg feem ntau yuav saib mus rau hauv lub tsev noj mov ze lub tsev.
Lwm zaus koj xav tau hamburger thiab dej qab zib, nco ntsoov tias cov khoom noj ceev thiab nws cov txiaj ntsig yog qhov txaus ntshai heev, txawm tias koj tsis noj txhua hnub, tab sis ib hlis ib zaug. Yog li ntawd, kuv suav nrog cov khoom noj ceev hauv cov npe khoom noj uas zam tau zoo tshaj plaws, thiab kuv qhia txhua tus kom zam qhov "khoom noj khoom haus khib nyiab".
Yog xav paub ntxiv txog kev lag luam khoom noj ceev, saib phau ntawv "Lub teb chaws ceev ceev"… Koj tuaj yeem nyeem txog yuav ua li cas kev lag luam khoom noj niaj hnub tab tom txhim kho peb cov khoom noj thiab kev quav tshuaj ntawm no.