Kusho ukuthini Ibhokisi Lokubhema?

Yini eyenzaIbhokisi Lokubhema Kusho ukuthini?

Igama "ibhokisi lokubhema"Kungase kuzwakale kungajwayelekile kwabaningi, kodwa kunendawo ebalulekile embonini kagwayi nensangu. Njengoba amasiko okubhema ethuthuka futhi imiklamo yokupakisha ishintsha, incazelo ye-"ibhokisi lokubhema"" inwebekile ukuze ihlanganise izincazelo ezahlukahlukene. Kule bhulogi, sizohlola incazelo ye-"aibhokisi lokubhema, umlando wayo, indima yokupakishwa kukagwayi wanamuhla, kanye nokubaluleka okukhulayo kokusimama ekwakhiweni kwala mabhokisi, ikakhulukazi eNyakatho Melika naseYurophu.

Incazelo ye-aIbhokisi Lokubhema

Empeleni, “ibhokisi lokubhema"Ibhekisela esitsheni esenzelwe ukugcina imikhiqizo ehlobene nokubhema, njengogwayi, ugwayi, noma insangu. Ngokwesiko,amabhokisi okubhemaziye zahlotshaniswa nokupakishwa kukagwayi, ngokuvamile kufaka phakathi izinto eziqinile ukuvikela okuqukethwe emswakama kanye nomonakalo. Leli gama liphinde landa ukuze lifake izinhlobo ezintsha zokupakisha kanye nezesekeli ezihlobene nokubhema.

Isibonelo, i-ibhokisi lokubhemakungabhekisela emaphaketheni kagwayi aqinile abantu abaningi ababhemayo abawajwayele, noma kungasho ukupakishwa okukhethekile kwemikhiqizo yensangu, okuvame ukufaka izingxenye kanye nezimpawu ezingaphazamiseki ukuqinisekisa ukuthi zintsha futhi ziyahambisana nemithetho. Njengoba imboni ikhula, nezinhlobo nemisebenzi yayo iyakhula.amabhokisi okubhema.

Ukuvela Kwezinto EzintshaAmabhokisi Okupakisha Ugwayi

Amabhokisi okupakisha ugwayi ahambe ibanga elide kusukela ekuqaleni kwekhulu lama-20. Esikhathini esidlule, ugwayi wawuthengiswa ngamaphakethe ephepha elithambile noma ngisho ngamanye amazwe athile. Kwaze kwaba yilapho kuvela izinhlobo ezifana neMarlboro lapho amabhokisi kagwayi aqinile aba uphawu lokunethezeka nokuvikelwa komkhiqizo. Ibhokisi likaMarlboro eliphendukile, elasungulwa ngawo-1950, laguqula ukupakishwa kukagwayi ngokunikeza ukulondolozwa okungcono komkhiqizo kanye nomuzwa wekhwalithi ephezulu. Lo mklamo wawungasebenzi nje kuphela kodwa futhi wasiza ekusunguleni ubunikazi bomkhiqizo.

Emashumini eminyaka edlule, ukupakishwa kukagwayi kuye kwashintsha kaningana, kuqhutshwa izinguquko ezintweni zokwakha, imithetho yezempilo, kanye nezintandokazi zabathengi. Namuhla, amabhokisi kagwayi avame ukwenziwa ngekhadibhodi eliqinile, insimbi, noma izinto ezinobungani nemvelo ukuze kuhlangatshezwane nezidingo zokusimama.

Amathrendi Anamuhla kuUkupakishwa Kwegwayi

Ezimakethe zanamuhla, ikakhulukazi eNyakatho Melika naseYurophu, izitayela zokupakisha ugwayi zithonywe kakhulu yizici eziningana: ukusimama, izinguquko zomthetho, kanye nobunikazi bomkhiqizo. Ake sihlukanise lokhu:

Ukusimama: Enye yezindlela ezibaluleke kakhulu zokupakisha ugwayi ukushintshela ezintweni ezinobungani nemvelo. Abathengi bakhathazeka kakhulu ngomthelela wemvelo, futhi izinkampani zisabela ngokusebenzisa iphepha eliphinde lasetshenziswa, uyinki obolayo, kanye nokunciphisa ukusetshenziswa kwepulasitiki. Isibonelo, eYurophu, imithethonqubo yokupakisha ipulasitiki ishukumisele izinkampani ukuthi zisungule izinto ezintsha ngezinto ezifana nebhodi lephepha noma ipulasitiki esekelwe ezitshalweni. Umgomo ukunciphisa imfucuza ngenkathi kugcinwa ukuqina nokukhanga okubonakalayo kwephakheji.

Izexwayiso Nemithethonqubo Yezempilo: Emazweni amaningi, ukupakishwa kukagwayi kuneziqondiso eziqinile zezixwayiso zezempilo. Ukwethulwa kwemithetho yokupakisha ecacile ezindaweni ezifana ne-Australia nezingxenye zaseYurophu kuholele ekunciphiseni ukubonakala komkhiqizo emabhokisini kagwayi. Esikhundleni salokho, ukupakishwa manje kugxile kakhulu ekuletheni imiyalezo yokulwa nokubhema enezixwayiso zezempilo ezicacile. Naphezu kwalezi zinguquko, imikhiqizo efana neMarlboro ishintshe amasu ayo okumaketha yaya ekukhuthazeni ezinye izindlela "zokungabhemi", njengemikhiqizo yokuvasa i-vape.

Ukuklama Nokusungula Izinto Ezintsha: Ngisho noma kunezingcindezi zomthetho, izinhlobo zikagwayi zisatshala imali eningi ekusungulweni kwemikhiqizo emisha. Ukupakisha kusengenye yezindawo ezimbalwa lapho izinkampani zingagcina khona ukuhlukahluka komkhiqizo. Isibonelo, iMarlboro ibilokhu isebenzisa uhlelo lwayo lombala obomvu nomhlophe oludumile ukudala umuzwa wokujwayelana nodumo. Ezinye izinhlobo, njengeZhonghua eShayina, zigxila ekugqanyisweni kwegolide kanye nemiklamo yokunethezeka ukuze zikhange imakethe yekhwalithi ephezulu.

Gxila kuMarlboro naseZhonghua

UMarlboro usalokhu engumholi ku-ukupakishwa kukagwayiemhlabeni. Ibhokisi layo elidumile le-flip-top lingenye yemiklamo eqashelwa kakhulu embonini, futhi lo mkhiqizo uhlale uzivumelanisa nezitayela zemakethe. ENyakatho Melika naseYurophu, ukupakishwa kweMarlboro kushintshele ekugcizeleleni ikhwalithi ephezulu, futhi muva nje, ukusimama. Le nkampani izame ngezinto ezintsha ezinikeza izinzuzo zemvelo ngaphandle kokulahla ubuqotho bephakheji.

I-Zhonghua, uhlobo logwayi lwaseShayina olusezingeni eliphezulu, isebenzisa indlela ehlukile. Ukupakisha kwayo kugxile kakhulu emasikweni aseShayina, kusetshenziswa izimpawu zengcebo nempumelelo, njenge-foil yegolide kanye nemiklamo eyinkimbinkimbi. Nakuba igxile kakhulu emakethe yaseShayina, i-Zhonghua iphinde yathola ukuthandwa ezimakethe zomhlaba wonke lapho ugwayi wekhwalithi ephezulu udingeka khona. Ukusetshenziswa kwezinto zokunethezeka kanye nemiklamo ehlotshisiwe kusiza ukuhlukanisa uhlobo logwayi kubancintisani.

Amabhokisi Okupakisha Ugwayi Embonini Yensangu

Igama "ibhokisi lokubhema"akugcini nje ngogwayi. Eminyakeni yamuva nje, imboni yensangu isebenzise inguqulo yayo yebhokisi lokupakisha ugwayi, ivame ukugxila ekusebenzeni nasekuhambisaneni nezindinganiso zomthetho. ENyakatho Melika, insanguibhokisi lokubhemaeskumele zilandele iziqondiso eziqinile zokupakisha eziqinisekisa ukuphepha kwengane, ukuba ntsha komkhiqizo, kanye nokuvimbela ukuphambuka.

EYurophu, imboni yensangu isavela, kodwa izitayela zokupakisha seziqala ukulandela amaphethini afanayo. Imikhiqizo ithuthukisa amabhokisi amahle, amancane aheha abathengi banamuhla abazisa ukuhlakanipha kanye nekhwalithi. Lawa mabhokisi avame ukufaka izingxenye ezakhelwe ngaphakathi zemikhiqizo yensangu kanye nezesekeli ezigoqekayo, okunikeza abasebenzisi lula.

Ukuzinza kanye Nokusungula Izinto Ezintsha Kwesikhathi Esizayo

Ukusimama kuyaqhubeka nokuba yimbangela eyinhloko yekusasaibhokisi lokubhemaes, ikakhulukazi eNyakatho Melika naseYurophu. Izinkampani ziyaqhubeka nokufuna izindlela zokunciphisa umthelela wazo wekhabhoni ngokusebenzisa izinto eziphinde zisetshenziswe kanye nokususa izinto ezingaboli njengepulasitiki. Lolu shintsho alugcini nje ngokukhathalela abathengi abaqaphela imvelo kodwa futhi luhambisana nemithethonqubo eqinile yezemvelo esetshenziswa amazwe amaningi.

Isibonelo esisodwa sokusungula izinto ezintsha kulesi sigaba ukwanda kwezihlungi zikagwayi ezibolayo kanye nokupakishwa okungasetshenziswa kabusha ngokuphelele. Izinkampani nazo ziyazama imiklamo engasetshenziswa kabusha, okunikeza ukupakishwa impilo yesibili ngemva kokusetshenziswa komkhiqizo. Lezi zindlela cishe zizokhula njengoba isidingo sabathengi semikhiqizo esimeme sanda.

Isiphetho

Ekuphetheni, igama elithi “ibhokisi lokubhema"kungabhekisela ezinhlobonhlobo zemikhiqizo nezixazululo zokupakisha, kusukela emabhokisini kagwayi endabuko kuya ekupakisheni kwensangu yesimanje. Njengoba amasiko okubhema eqhubeka nokuguquka, nemiklamo yokupakisha nezinto eziwasekelayo iyathuthuka. Imikhiqizo efana neMarlboro neZhonghua ihamba phambili emakethe yazo, kodwa ikusasa lokupakisha ugwayi lizobunjwa ukusimama kanye nokusungula izinto ezintsha, ikakhulukazi eNyakatho Melika naseYurophu.