{"id":354,"date":"2024-02-27T09:39:54","date_gmt":"2024-02-27T02:39:54","guid":{"rendered":"https:\/\/minimalmarketing.com\/?p=354"},"modified":"2024-03-01T10:53:44","modified_gmt":"2024-03-01T03:53:44","slug":"chien-luoc-dong-ho-cat-phan-2-thuong-hieu","status":"publish","type":"post","link":"https:\/\/minimalmarketing.com\/index.php\/vi\/2024\/02\/27\/chien-luoc-dong-ho-cat-phan-2-thuong-hieu\/","title":{"rendered":"Chi\u1ebfn l\u01b0\u1ee3c \u0110\u1ed3ng H\u1ed3 C\u00e1t (Ph\u1ea7n 2) – Th\u01b0\u01a1ng Hi\u1ec7u"},"content":{"rendered":"\n

B\u00e0i \u0111\u1ea7u ti\u00ean trong chu\u1ed7i b\u00e0i Sand Clock, t\u00f4i \u0111\u00e3 n\u00f3i v\u1ec1 truy\u1ec1n th\u00f4ng v\u00e0 chia s\u1ebb hi\u1ec3u bi\u1ebft c\u1ee7a t\u00f4i v\u1ec1 c\u00e1ch c\u00e1c m\u00f4 h\u00ecnh nh\u1ea5t qu\u00e1n c\u00f3 th\u1ec3 gi\u00fap theo d\u00f5i nhanh k\u1ebf ho\u1ea1ch v\u00e0 h\u1ed7 tr\u1ee3 s\u00e1ng t\u1ea1o trong to\u00e0n b\u1ed9 qu\u00e1 tr\u00ecnh qu\u1ea3n l\u00fd d\u1ef1 \u00e1n c\u1ee7a m\u1ed9t c\u00f4ng ty. Tuy nhi\u00ean, t\u00f4i tin r\u1eb1ng n\u1ebfu m\u1ed9t ng\u01b0\u1eddi th\u1ef1c s\u1ef1 hi\u1ec3u m\u00f4 h\u00ecnh n\u00e0y, n\u00f3 c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c \u00e1p d\u1ee5ng chung trong nhi\u1ec1u lo\u1ea1i t\u01b0 duy chi\u1ebfn l\u01b0\u1ee3c v\u00e0 l\u1eadp k\u1ebf ho\u1ea1ch kh\u00e1c nhau. V\u00ec l\u00fd do n\u00e0y, t\u00f4i c\u0169ng mu\u1ed1n chia s\u1ebb kinh nghi\u1ec7m c\u1ee7a m\u00ecnh v\u1ec1 vi\u1ec7c \u00e1p d\u1ee5ng M\u00f4 h\u00ecnh chi\u1ebfn l\u01b0\u1ee3c Sand Clock trong quy tr\u00ecnh l\u1eadp k\u1ebf ho\u1ea1ch th\u01b0\u01a1ng hi\u1ec7u t\u1ea1i c\u00f4ng ty c\u1ee7a t\u00f4i, Wisdom Agency.<\/p>\n\n\n\n

N\u0103m 2017, Wisdom Agency l\u00e0 m\u1ed9t agency nh\u1ecf t\u1eadp trung v\u00e0o t\u01b0 v\u1ea5n chi\u1ebfn l\u01b0\u1ee3c cho c\u00e1c c\u00f4ng ty c\u1ee1 trung; do \u0111\u00f3, vi\u1ec7c s\u1eed d\u1ee5ng Chi\u1ebfn l\u01b0\u1ee3c Sand Clock nh\u01b0 m\u1ed9t k\u1ebf ho\u1ea1ch n\u1ed9i b\u1ed9 \u0111\u01b0\u1ee3c thi\u1ebft k\u1ebf t\u1ed1i \u01b0u \u0111\u1ec3 ph\u1ee5c v\u1ee5 nh\u1eefng kh\u00e1ch h\u00e0ng n\u00e0y. Do \u0111\u00f3, n\u00f3 c\u00f3 th\u1ec3 kh\u00f4ng ph\u00f9 h\u1ee3p v\u1edbi c\u00e1c c\u00f4ng ty c\u00f3 quy m\u00f4 l\u1edbn ho\u1eb7c c\u00e1c lo\u1ea1i k\u1ebf ho\u1ea1ch kh\u00e1c nh\u01b0 th\u01b0\u01a1ng hi\u1ec7u, ti\u1ebfp th\u1ecb, truy\u1ec1n th\u00f4ng v\u00e0 n\u1ed9i dung trong c\u00e1c t\u1ed5 ch\u1ee9c to\u00e0n c\u1ea7u. \u0110\u1ed1i v\u1edbi junior planners, m\u00f4 h\u00ecnh n\u00e0y gi\u1ed1ng nh\u01b0 h\u1ec7 th\u1ed1ng London ho\u1eb7c Colle trong c\u1edd vua, v\u00e0 c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c \u00e1p d\u1ee5ng cho t\u1ea5t c\u1ea3 c\u00e1c v\u00e1n kh\u00e1c nhau. \u0110\u1ed1i v\u1edbi senior planners, m\u00f4 h\u00ecnh n\u00e0y c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng nh\u01b0 m\u1ed9t c\u00f4ng c\u1ee5 \u0111\u01a1n gi\u1ea3n \u0111\u1ec3 ki\u1ec3m tra ch\u00e9o c\u00f4ng vi\u1ec7c l\u1eadp k\u1ebf ho\u1ea1ch ho\u1eb7c c\u00e1ch hi\u1ec7u qu\u1ea3 \u0111\u1ec3 th\u1ef1c hi\u1ec7n m\u1ecdi vi\u1ec7c nhanh ch\u00f3ng.<\/p>\n\n\n\n

Chi\u1ebfn l\u01b0\u1ee3c Sand Clock s\u1eed d\u1ee5ng c\u00e1c nguy\u00ean t\u1eafc t\u01b0\u01a1ng t\u1ef1 cho c\u1ea3 t\u01b0 duy chi\u1ebfn l\u01b0\u1ee3c v\u00e0 l\u1eadp k\u1ebf ho\u1ea1ch. Tuy nhi\u00ean, c\u00f3 nh\u1eefng bi\u1ebfn th\u1ec3 nh\u1ecf t\u00f9y thu\u1ed9c v\u00e0o c\u00e1c lo\u1ea1i k\u1ebf ho\u1ea1ch nh\u01b0 th\u01b0\u01a1ng hi\u1ec7u ho\u1eb7c truy\u1ec1n th\u00f4ng. Th\u1eadt v\u1eady, c\u00f3 nh\u1eefng kh\u00e1c bi\u1ec7t c\u01a1 b\u1ea3n gi\u1eefa th\u01b0\u01a1ng hi\u1ec7u v\u00e0 truy\u1ec1n th\u00f4ng.<\/p>\n\n\n\n

Duration (Th\u1eddi l\u01b0\u1ee3ng)<\/strong><\/p>\n\n\n\n

Communications (Truy\u1ec1n th\u00f4ng): trung b\u00ecnh t\u1eeb 3-6 th\u00e1ng. M\u1ed9t s\u1ed1 c\u00f4ng ty c\u00f3 k\u1ebf ho\u1ea1ch truy\u1ec1n th\u00f4ng h\u00e0ng n\u0103m v\u1edbi c\u00e1c kh\u00e1i ni\u1ec7m v\u00e0 th\u00f4ng \u0111i\u1ec7p nh\u1ea5t qu\u00e1n, nh\u01b0ng h\u1ea7u h\u1ebft c\u00e1c c\u00f4ng ty c\u1ee1 trung th\u00ec kh\u00f4ng.<\/p>\n\n\n\n

Branding (X\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u): m\u1ed9t v\u00e0i n\u0103m. Sau khi m\u1ed9t c\u00f4ng ty \u0111\u00e3 qua giai \u0111o\u1ea1n tr\u1ee9ng n\u01b0\u1edbc, ch\u00fang t\u00f4i khuy\u1ebfn ngh\u1ecb r\u1eb1ng \u0111\u01a1n v\u1ecb \u0111\u00f3 ph\u1ea3i gi\u1eef s\u1ef1 nh\u1ea5t qu\u00e1n trong b\u1ea3n s\u1eafc th\u01b0\u01a1ng hi\u1ec7u. Tr\u00ean th\u1ef1c t\u1ebf, vi\u1ec7c thay \u0111\u1ed5i chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u th\u01b0\u1eddng xuy\u00ean s\u1ebd l\u00e0m gi\u1ea3m gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u v\u00e0 kh\u1ea3 n\u0103ng ti\u1ebfp nh\u1eadn th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a kh\u00e1ch h\u00e0ng.<\/p>\n\n\n\n

T\u00f3m l\u1ea1i, truy\u1ec1n th\u00f4ng c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c v\u00ed nh\u01b0 phong c\u00e1ch trang ph\u1ee5c qu\u1ea7n \u00e1o m\u00e0 m\u1ed9t ng\u01b0\u1eddi c\u00f3 th\u1ec3 thay \u0111\u1ed5i sau m\u1ed9t kho\u1ea3ng th\u1eddi gian, trong khi th\u01b0\u01a1ng hi\u1ec7u gi\u1ed1ng nh\u01b0 \u0111\u1eb7c \u0111i\u1ec3m \u0111\u1ec3 x\u00e1c \u0111\u1ecbnh m\u1ed9t ng\u01b0\u1eddi v\u00e0 ch\u1ec9 n\u00ean thay \u0111\u1ed5i d\u1ea7n d\u1ea7n trong m\u1ed9t kho\u1ea3ng th\u1eddi gian d\u00e0i khi th\u01b0\u01a1ng hi\u1ec7u \u0111\u00e3 tr\u01b0\u1edfng th\u00e0nh.<\/p>\n\n\n\n

Scale (\u0110\u1ed9 l\u1edbn)<\/strong><\/p>\n\n\n\n

Truy\u1ec1n th\u00f4ng th\u01b0\u1eddng l\u00e0 c\u00f4ng vi\u1ec7c c\u1ee7a m\u1ed9t b\u1ed9 ph\u1eadn, \u0111\u00f3 l\u00e0 b\u1ed9 ph\u1eadn ti\u1ebfp th\u1ecb. X\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u th\u01b0\u1eddng li\u00ean quan \u0111\u1ebfn nhi\u1ec1u b\u1ed9 ph\u1eadn c\u1ee7a m\u1ed9t c\u00f4ng ty \u0111\u1ec3 ho\u00e0n th\u00e0nh tr\u1ea3i nghi\u1ec7m th\u01b0\u01a1ng hi\u1ec7u ho\u00e0n ch\u1ec9nh. Tr\u1ea3i nghi\u1ec7m th\u01b0\u01a1ng hi\u1ec7u v\u00e0 t\u1ea5t c\u1ea3 c\u00e1c \u0111i\u1ec3m ti\u1ebfp x\u00fac th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a kh\u00e1ch h\u00e0ng c\u00f3 th\u1ec3 thay \u0111\u1ed5i t\u1eeb truy\u1ec1n th\u00f4ng \u0111\u1ebfn s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 kh\u00e1ch h\u00e0ng v\u00e0 th\u1eadm ch\u00ed c\u1ea3 t\u00e0i ch\u00ednh. N\u00f3i c\u00e1ch kh\u00e1c, th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c \u0111\u1ecbnh ngh\u0129a l\u00e0 m\u1ed9t th\u1ef1c th\u1ec3 l\u1edbn h\u01a1n ch\u00ednh doanh nghi\u1ec7p v\u00ec m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u t\u1ed1t c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng cho nhi\u1ec1u doanh nghi\u1ec7p. V\u00ed d\u1ee5 n\u00e0y c\u00f3 th\u1ec3 d\u1ec5 d\u00e0ng \u0111\u01b0\u1ee3c t\u00ecm th\u1ea5y trong c\u00e1c t\u1eadp \u0111o\u00e0n l\u1edbn c\u00f3 ki\u1ebfn tr\u00fac th\u01b0\u01a1ng hi\u1ec7u nguy\u00ean kh\u1ed1i nh\u01b0 Virgin Group Ltd. t\u1ea1i Anh ho\u1eb7c Vi\u1ec7t Nam.<\/p>\n\n\n\n

Principles (Nguy\u00ean t\u1eafc)<\/strong><\/p>\n\n\n\n

M\u00f4 h\u00ecnh ho\u1ea1ch \u0111\u1ecbnh th\u01b0\u01a1ng hi\u1ec7u nh\u01b0 l\u00e0 m\u1ed9t ph\u1ea7n c\u1ee7a Chu\u1ed7i chi\u1ebfn l\u01b0\u1ee3c Sand Clock c\u0169ng s\u1eed d\u1ee5ng ba nguy\u00ean t\u1eafc chi\u1ebfn l\u01b0\u1ee3c t\u01b0\u01a1ng t\u1ef1:<\/p>\n\n\n\n

Nguy\u00ean t\u1eafc s\u1ed1 1: chi\u1ebfn l\u01b0\u1ee3c bao g\u1ed3m 3 b\u01b0\u1edbc bao g\u1ed3m Suy ngh\u0129 – L\u1eadp k\u1ebf ho\u1ea1ch v\u00e0 Th\u1ef1c hi\u1ec7n.<\/p>\n\n\n\n

Nguy\u00ean t\u1eafc s\u1ed1 2: chi\u1ebfn l\u01b0\u1ee3c t\u1ed1t c\u00f3 ba thu\u1ed9c t\u00ednh: ch\u1ea9n \u0111o\u00e1n k\u1ef9 l\u01b0\u1ee1ng, ch\u00ednh s\u00e1ch h\u01b0\u1edbng d\u1eabn v\u00e0 h\u00e0nh \u0111\u1ed9ng m\u1ea1ch l\u1ea1c.<\/p>\n\n\n\n

Nguy\u00ean t\u1eafc s\u1ed1 3: ho\u1ea1ch \u0111\u1ecbnh chi\u1ebfn l\u01b0\u1ee3c bao g\u1ed3m 2 ph\u1ea7n ch\u00ednh: Ph\u00e2n t\u00edch t\u00ecnh hu\u1ed1ng (Situation Analysis – SA) v\u00e0 Thi\u1ebft k\u1ebf gi\u1ea3i ph\u00e1p (Solution Design – SD)<\/p>\n\n\n\n

N\u1ebfu b\u1ea1n mu\u1ed1n hi\u1ec3u s\u00e2u h\u01a1n v\u1ec1 c\u00e1c nguy\u00ean t\u00e1c n\u00e0y, b\u1ea1n c\u00f3 th\u1ec3 \u0111\u1ecdc Ph\u1ea7n 1 c\u1ee7a lo\u1ea1t b\u00e0i n\u00e0y theo li\u00ean k\u1ebft sau:
https:\/\/www.linkedin.com\/pulse\/sand-clock-strargety-model-cransiances-planners-minh-h-nguyen\/<\/p>\n\n\n\n

\u0110\u1ed1i v\u1edbi Ph\u1ea7n 2, c\u00f3 b\u1ed1n \u0111i\u1ec1u ki\u1ec7n ti\u00ean quy\u1ebft ph\u1ea3i \u0111\u01b0\u1ee3c th\u1ecfa thu\u1eadn \u0111\u00e3 \u0111\u01b0\u1ee3c \u0111\u01b0a ra t\u1eeb quan \u0111i\u1ec3m c\u1ee7a m\u1ed9t c\u00f4ng ty t\u1ea7m trung.<\/p>\n\n\n\n

X\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u l\u00e0 g\u00ec?<\/strong><\/p>\n\n\n\n

V\u1ec1 b\u1ea3n ch\u1ea5t, x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u l\u00e0 thi\u1ebft l\u1eadp th\u01b0\u01a1ng hi\u1ec7u nh\u01b0 m\u1ed9t con ng\u01b0\u1eddi c\u00f3 t\u00ednh c\u00e1ch x\u00e1c \u0111\u1ecbnh. M\u1ed9t th\u01b0\u01a1ng hi\u1ec7u tr\u00ean th\u1ecb tr\u01b0\u1eddng c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c v\u00ed nh\u01b0 m\u1ed9t anh ch\u00e0ng trong qu\u00e1n bar \u0111ang t\u00ecm c\u00e1ch thu h\u00fat m\u1ecdi ng\u01b0\u1eddi xung quanh, \u0111\u1eb7c bi\u1ec7t l\u00e0 c\u00e1c c\u00f4 g\u00e1i. Trong t\u00ecnh hu\u1ed1ng n\u00e0y, t\u1ea5t c\u1ea3 c\u00e1c ph\u01b0\u01a1ng ph\u00e1p m\u00e0 anh \u1ea5y \u00e1p d\u1ee5ng \u0111\u1ec3 tr\u1edf n\u00ean \u0111\u00e1ng ch\u00fa \u00fd v\u00e0 n\u1ed5i b\u1eadt t\u1eeb \u0111\u00e1m \u0111\u00f4ng l\u00e0 m\u1ed9t ph\u1ea7n c\u1ee7a c\u00e1i g\u1ecdi l\u00e0 th\u01b0\u01a1ng hi\u1ec7u nh\u1eb1m thu h\u00fat m\u1ecdi ng\u01b0\u1eddi b\u1edfi v\u1ebb ngo\u00e0i \u01b0a nh\u00ecn, cu\u1ed9c tr\u00f2 chuy\u1ec7n th\u00fa v\u1ecb c\u1ee7a anh \u1ea5y v\u00e0 cu\u1ed1i c\u00f9ng khi\u1ebfn h\u1ecd th\u00edch anh \u1ea5y.<\/p>\n\n\n\n

Th\u1eadt th\u00fa v\u1ecb, vi\u1ec7c m\u1ecdi ng\u01b0\u1eddi x\u1eed l\u00fd th\u00f4ng tin \u0111\u1ec3 quy\u1ebft \u0111\u1ecbnh n\u00ean y\u00eau hay gh\u00e9t m\u1ed9t v\u1ea5n \u0111\u1ec1 ho\u00e0n to\u00e0n gi\u1ed1ng nhau cho d\u00f9 \u0111\u00f3 l\u00e0 m\u1ed9t ng\u01b0\u1eddi ho\u1eb7c m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n\n\n\n

T\u1ea1i sao m\u1ed9t ng\u01b0\u1eddi c\u1ea7n ph\u1ea3i l\u00e0m th\u01b0\u01a1ng hi\u1ec7u?<\/strong><\/p>\n\n\n\n

N\u00f3i m\u1ed9t c\u00e1ch \u0111\u01a1n gi\u1ea3n, anh ch\u00e0ng kh\u00f4ng th\u1ec3 thu h\u00fat nhi\u1ec1u ng\u01b0\u1eddi n\u1ebfu anh ta ch\u1ec9 \u0111\u01a1n gi\u1ea3n l\u00e0 trong qu\u00e1n bar nh\u01b0ng kh\u00f4ng n\u00f3i chuy\u1ec7n hay l\u00e0m b\u1ea5t c\u1ee9 \u0111i\u1ec1u g\u00ec th\u00fa v\u1ecb. Gi\u1ed1ng nh\u01b0 m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u tr\u00ean th\u1ecb tr\u01b0\u1eddng, s\u1ef1 hi\u1ec7n di\u1ec7n xu\u1ea5t s\u1eafc \u1edf m\u1ecdi n\u01a1i kh\u00f4ng \u0111\u1ea3m b\u1ea3o r\u1eb1ng m\u1ecdi ng\u01b0\u1eddi s\u1ebd th\u00edch th\u01b0\u01a1ng hi\u1ec7u \u0111\u00f3 tr\u1eeb khi n\u00f3 c\u00f3 th\u1ec3 l\u00e0m \u0111i\u1ec1u g\u00ec \u0111\u00f3 c\u00f3 \u00fd ngh\u0129a v\u00e0 th\u00fa v\u1ecb. \u0110\u1ec3 thu h\u00fat m\u1ecdi ng\u01b0\u1eddi, anh ch\u00e0ng c\u1ea7n n\u00f3i chuy\u1ec7n, v\u00e0 k\u1ec3 m\u1ed9t c\u00e2u chuy\u1ec7n hay ho v\u1ec1 m\u00ecnh. \u0110\u00e2y c\u0169ng l\u00e0 m\u1ed9t ph\u1ea7n c\u1ee7a vi\u1ec7c x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u, \u0111\u00f3 l\u00e0 k\u1ec3 m\u1ed9t c\u00e2u chuy\u1ec7n th\u00fa v\u1ecb v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u v\u00e0 thu h\u00fat kh\u00e1ch h\u00e0ng. N\u00f3i t\u00f3m l\u1ea1i, n\u1ebfu m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u mu\u1ed1n b\u00e1n nhi\u1ec1u h\u01a1n, th\u00ec c\u00f3 th\u1ec3 c\u1ed1 g\u1eafng thu h\u00fat kh\u00e1ch h\u00e0ng v\u00e0o m\u1ed9t cu\u1ed9c tr\u00f2 chuy\u1ec7n th\u00fa v\u1ecb b\u1eb1ng c\u00e1ch th\u1ef1c hi\u1ec7n c\u00e1c c\u00f4ng vi\u1ec7c m\u00e0 ch\u00fang ta g\u1ecdi l\u00e0 x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n\n\n\n

Khi n\u00e0o n\u00ean l\u00e0m th\u01b0\u01a1ng hi\u1ec7u?<\/strong><\/p>\n\n\n\n

\u0110\u1ed1i v\u1edbi m\u1ed9t c\u00f4ng ty c\u1ee1 trung b\u00ecnh, vi\u1ec7c x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3 kh\u00f4ng ph\u1ea3i l\u00e0 \u01b0u ti\u00ean h\u00e0ng \u0111\u1ea7u v\u00ec c\u00f2n nhi\u1ec1u v\u1ea5n \u0111\u1ec1 v\u00e0 kh\u00eda c\u1ea1nh kh\u00e1c c\u1ee7a doanh nghi\u1ec7p c\u1ea7n quan t\u00e2m. Tr\u00ean th\u1ef1c t\u1ebf, c\u00e1c c\u00f4ng ty kh\u00f4ng n\u00ean b\u1eaft \u0111\u1ea7u x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u khi s\u1ea3n ph\u1ea9m v\u00e0 d\u1ecbch v\u1ee5 c\u1ee7a h\u1ecd ch\u01b0a ho\u00e0n thi\u1ec7n v\u00ec \u0111i\u1ec1u \u0111\u00f3 s\u1ebd t\u1ea1o ra ti\u1ebfng x\u1ea5u cho t\u1ea5t c\u1ea3 c\u00e1c l\u1eddi h\u1ee9a t\u1eeb c\u00e1c th\u01b0\u01a1ng hi\u1ec7u. Do \u0111\u00f3, th\u1eddi \u0111i\u1ec3m th\u00edch h\u1ee3p \u0111\u1ec3 b\u1eaft \u0111\u1ea7u x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u l\u00e0 r\u1ea5t quan tr\u1ecdng.<\/p>\n\n\n\n

M\u1ed9t s\u1ed1 ng\u01b0\u1eddi n\u00f3i r\u1eb1ng vi\u1ec7c x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u b\u1eaft \u0111\u1ea7u khi c\u00f4ng ty c\u00f3 logo v\u00e0 b\u1eaft \u0111\u1ea7u s\u1eed d\u1ee5ng n\u00f3. M\u1eb7t kh\u00e1c, m\u1ed9t s\u1ed1 ng\u01b0\u1eddi n\u00f3i r\u1eb1ng m\u1ed9t c\u00f4ng ty c\u1ea7n r\u1ea5t nhi\u1ec1u th\u1ee9 \u0111\u1ec3 l\u00e0m th\u01b0\u1eddng hi\u1ec7u ch\u1ee9 kh\u00f4ng ph\u1ea3i l\u00e0 ch\u1ec9 m\u1ed9t logo. \u00dd ki\u1ebfn \u200b\u200bth\u1ee9 hai n\u00ean \u0111\u01b0\u1ee3c coi l\u00e0 m\u1ed9t \u00fd ch\u00ednh x\u00e1c. Trong th\u1ef1c t\u1ebf, c\u00f3 m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u v\u00e0 l\u00e0m th\u01b0\u01a1ng hi\u1ec7u r\u1ea5t kh\u00e1c nhau, nh\u01b0 vi\u1ec7c bi\u1ebft c\u00e1ch \u0111i b\u1ed9 v\u00e0 bi\u1ebft c\u00e1ch ch\u1ea1y, n\u00f3 \u0111\u00f2i h\u1ecfi nhi\u1ec1u k\u1ef9 n\u0103ng h\u01a1n \u0111\u1ec3 l\u00e0m m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n\n\n\n

T\u1ea5t nhi\u00ean, t\u1ea5t c\u1ea3 c\u00e1c c\u00f4ng ty \u0111\u1ec1u c\u00f3 logo cho th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u00ecnh; C\u00e2u h\u1ecfi \u1edf \u0111\u00e2y l\u00e0 khi n\u00e0o m\u1ed9t c\u00f4ng ty n\u00ean \u0111\u1ea7u t\u01b0 v\u00e0o vi\u1ec7c x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u? \u0110\u1ed1i v\u1edbi m\u1ed9t c\u00f4ng ty c\u1ee1 trung b\u00ecnh, t\u00f4i ngh\u0129 r\u1eb1ng x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u l\u00e0 \u0111i\u1ec1u ki\u1ec7n ti\u00ean quy\u1ebft \u0111\u1ec3 ph\u00e1t tri\u1ec3n l\u1edbn m\u1ea1nh. Nh\u01b0 th\u1ef1c t\u1ebf, kh\u00f4ng c\u00f3 doanh nghi\u1ec7p n\u00e0o \u0111\u00e3 ph\u00e1t tri\u1ec3n l\u1edbn m\u1ea1nh m\u00e0 kh\u00f4ng c\u00f3 m\u1ed9t k\u1ebf ho\u1ea1ch th\u01b0\u01a1ng hi\u1ec7u t\u1ed1t. M\u1ed9t d\u1ea5u hi\u1ec7u kh\u00e1c m\u00e0 c\u00e1c c\u00f4ng ty c\u00f3 th\u1ec3 xem x\u00e9t l\u00e0 m\u1ee9c tr\u1ea7n – m\u1ee9c cao nh\u1ea5t c\u1ee7a doanh thu. Khi m\u1ed9t doanh nghi\u1ec7p \u0111\u00e3 \u0111\u1ea1t \u0111\u1ebfn m\u1ed9t ng\u01b0\u1ee1ng nh\u1ea5t \u0111\u1ecbnh v\u00e0 \u1ed5n \u0111\u1ecbnh \u1edf \u0111\u00f3 kh\u00e1 l\u00e2u, \u0111\u00e2y c\u00f3 th\u1ec3 l\u00e0 m\u1ed9t d\u1ea5u hi\u1ec7u cho th\u1ea5y n\u00f3 kh\u00f4ng th\u1ec3 ph\u00e1t tri\u1ec3n h\u01a1n n\u1eefa n\u1ebfu kh\u00f4ng c\u00f3 n\u1ec1n t\u1ea3ng c\u1ee5 th\u1ec3 v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u; do \u0111\u00f3, \u0111\u00e2y l\u00e0 l\u00fac c\u1ee7ng c\u1ed1 c\u01a1 s\u1edf x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ec3 \u0111\u01b0a th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ea1t \u0111\u01b0\u1ee3c t\u1ea7m cao m\u1edbi.<\/p>\n\n\n\n

X\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u c\u1ea7n l\u00e0m nh\u1eefng g\u00ec?<\/strong><\/p>\n\n\n\n

Y\u1ebfu t\u1ed1 c\u1ea7n thi\u1ebft \u0111\u1ea7u ti\u00ean \u0111\u1ec3 l\u00e0m th\u01b0\u01a1ng hi\u1ec7u l\u00e0 gi\u00e1 tr\u1ecb n\u1ed9i t\u1ea1i. Tr\u00ean th\u1ef1c t\u1ebf, t\u1ea5t c\u1ea3 c\u00e1c tuy\u00ean b\u1ed1 c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u s\u1ebd l\u00e0 m\u1ed9t tuy\u00ean b\u1ed1 sai n\u1ebfu kh\u00f4ng c\u00f3 gi\u00e1 tr\u1ecb n\u1ed9i t\u1ea1i c\u1ee7a s\u1ea3n ph\u1ea9m.<\/p>\n\n\n\n

Y\u1ebfu t\u1ed1 th\u1ee9 hai l\u00e0 ng\u00e2n s\u00e1ch v\u00e0 th\u1eddi gian. C\u00e1c chu\u1ed7i SC n\u00e0y x\u00e1c \u0111\u1ecbnh r\u1eb1ng x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u l\u00e0 m\u1ed9t kho\u1ea3n \u0111\u1ea7u t\u01b0 ch\u1ee9 kh\u00f4ng ph\u1ea3i l\u00e0 m\u1ed9t kho\u1ea3n chi ph\u00ed. Tr\u00ean th\u1ef1c t\u1ebf, m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c x\u00e2y d\u1ef1ng t\u1ed1t c\u00f3 th\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c s\u1ef1 v\u0129nh c\u1eedu ngay c\u1ea3 sau khi doanh nghi\u1ec7p \u0111\u00f3ng c\u1eeda ho\u1eb7c chuy\u1ec3n \u0111\u1ed5i sang m\u00f4 h\u00ecnh kinh doanh kh\u00e1c. Tuy nhi\u00ean, x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u kh\u00f4ng c\u00f3 hi\u1ec7u qu\u1ea3 ngay l\u1eadp t\u1ee9c, n\u00f3 \u0111\u00f2i h\u1ecfi nhi\u1ec1u n\u1ed7 l\u1ef1c c\u1ea3 v\u1ec1 ti\u1ec1n b\u1ea1c v\u00e0 th\u1eddi gian t\u1eeb th\u1eddi \u0111i\u1ec3m hi\u1ec7n t\u1ea1i. V\u00ed d\u1ee5 nh\u01b0 doanh nghi\u1ec7p b\u1ecb ph\u00e2n chia ra hai ph\u1ea7n l\u00e0 th\u01b0\u01a1ng hi\u1ec7u v\u00e0 c\u01a1 s\u1edf h\u1ea1 t\u1ea7ng, v\u00e0 ta ch\u1ec9 c\u00f3 th\u1ec3 s\u1edf h\u1eefu m\u1ed9t trong hai. V\u1eady s\u1ef1 l\u1ef1a ch\u1ecdn t\u1ed1t nh\u1ea5t \u1edf \u0111\u00e2y l\u00e0 g\u00ec?<\/p>\n\n\n\n

T\u00f3m l\u1ea1i, vi\u1ec7c x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u ch\u1ec9 hi\u1ec7u qu\u1ea3 n\u1ebfu c\u00e1c ch\u1ee7 doanh nghi\u1ec7p \u0111\u1eb7t \u0111\u00fang k\u1ef3 v\u1ecdng cho n\u00f3. N\u00f3 s\u1ebd kh\u00f4ng c\u00f3 hi\u1ec7u qu\u1ea3 ngay l\u1eadp t\u1ee9c sau khi ra m\u1eaft m\u00e0 l\u00e0 s\u1ef1 t\u00edch l\u0169y c\u1ee7a c\u00e1c h\u00e0nh \u0111\u1ed9ng \u0111\u00fang \u0111\u1eafn c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u trong m\u1ed9t kho\u1ea3ng th\u1eddi gian d\u00e0i.<\/p>\n\n\n\n

M\u00f4 h\u00ecnh n\u00e0y l\u00e0 v\u1ec1 t\u1ea5t c\u1ea3 \u0111i\u1ec1u g\u00ec?<\/strong><\/p>\n\n\n\n

\u0110\u1ea7u ti\u00ean, \u0111\u00e2y kh\u00f4ng ph\u1ea3i l\u00e0 quan \u0111i\u1ec3m x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u t\u1eeb m\u1ed9t nh\u00f3m n\u1ed9i b\u1ed9 n\u00e0o trong c\u00f4ng ty kh\u00e1ch h\u00e0ng, m\u00e0 \u0111\u00e2y l\u00e0 quan \u0111i\u1ec3m x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u1ed9t brand agency. Th\u1ee9 hai, lo\u1ea1t b\u00e0i n\u00e0y ch\u1ec9 l\u00e0 m\u1ed9t c\u00e1ch ti\u1ebfp c\u1eadn nhanh ch\u00f3ng chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u v\u00e0 cho c\u00e1c marketer l\u00e0m vi\u1ec7c t\u1ea1i c\u00e1c doanh nghi\u1ec7p c\u1ee1 trung b\u00ecnh. C\u00f3 m\u1ed9t s\u1ed1 m\u00f4 h\u00ecnh \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng \u0111\u1ec3 x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u; c\u00f3 nhi\u1ec1u c\u00e1ch ti\u1ebfp c\u1eadn kh\u00e1c nhau, tuy nhi\u00ean, \u0111\u1ec1u ch\u1ee9a m\u1ed9t s\u1ed1 y\u1ebfu t\u1ed1 gi\u1ed1ng nhau.<\/p>\n\n\n\n

Kh\u00f4ng ch\u1edd \u0111\u1ee3i g\u00ec n\u1eefa, \u0111\u00e2y l\u00e0 6 b\u01b0\u1edbc trong quy tr\u00ecnh x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u theo c\u00e1ch Sand Clock Strategy (Chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ed3ng h\u1ed3 c\u00e1t)<\/p>\n\n\n

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\"\"<\/figure>\n<\/div>\n\n\n

Gi\u1ed1ng nh\u01b0 Ph\u00e2n t\u00edch t\u00ecnh hu\u1ed1ng (SA) c\u1ee7a ph\u1ea7n truy\u1ec1n th\u00f4ng, m\u1ecdi k\u1ebf ho\u1ea1ch t\u1ed1t \u0111\u1ec1u b\u1eaft \u0111\u1ea7u b\u1eb1ng s\u1ef1 hi\u1ec3u bi\u1ebft \u0111\u00fang \u0111\u1eafn v\u1ec1 t\u00ecnh hu\u1ed1ng theo c\u00e1ch ti\u1ebfp c\u1eadn t\u1eeb b\u00ean ngo\u00e0i. Tuy nhi\u00ean, khi ch\u00fang ta chuy\u1ec3n tr\u1ecdng t\u00e2m t\u1eeb truy\u1ec1n th\u00f4ng sang x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u, th\u00ec Ph\u00e2n t\u00edch t\u00ecnh hu\u1ed1ng (SA) s\u1ebd c\u00f3 nh\u1eefng thay \u0111\u1ed5i.<\/p>\n\n\n\n

1. To\u00e0n c\u1ea7u (Xu h\u01b0\u1edbng to\u00e0n c\u1ea7u | Th\u00edch \u1ee9ng \u0111\u1ecba ph\u01b0\u01a1ng)<\/strong><\/p>\n\n\n\n

Xu h\u01b0\u1edbng to\u00e0n c\u1ea7u:<\/strong><\/p>\n\n\n\n

Kh\u00f4ng gi\u1ed1ng nh\u01b0 truy\u1ec1n th\u00f4ng, c\u00e1c y\u1ebfu t\u1ed1 trendy kh\u00f4ng \u1ea3nh h\u01b0\u1edfng nhi\u1ec1u \u0111\u1ebfn th\u01b0\u01a1ng hi\u1ec7u.T\u00f4i \u0111\u1ec1 xu\u1ea5t m\u1ed9t c\u00e1ch l\u00e0 t\u00ecm ki\u1ebfm c\u00e1c th\u01b0\u01a1ng hi\u1ec7u t\u01b0\u01a1ng t\u1ef1 tr\u00ean kh\u1eafp th\u1ebf gi\u1edbi \u0111\u1ec3 nghi\u00ean c\u1ee9u v\u1ec1 c\u00e1ch x\u00e2y d\u1ee5ng th\u01b0\u01a1ng hi\u1ec7u v\u00e0 c\u00e1c ho\u1ea1t \u0111\u1ed9ng c\u1ee7a n\u00f3. V\u00ed d\u1ee5, c\u00e1c c\u00f4ng ty n\u1ed9i th\u1ea5t t\u1ea1i Vi\u1ec7t Nam c\u00f3 th\u1ec3 h\u1ecdc h\u1ecfi t\u1eeb IKEA v\u1ec1 c\u00e1ch h\u1ecd ch\u1ecdn x\u00e1c \u0111\u1ecbnh gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a h\u1ecd l\u00e0 v\u1ec1 tr\u1ea3i nghi\u1ec7m mua s\u1eafm, m\u1ed9t lo\u1ea1t c\u00e1c s\u1ea3n ph\u1ea9m ch\u1ee9c n\u0103ng \u0111\u01b0\u1ee3c thi\u1ebft k\u1ebf t\u1ed1t v\u1edbi gi\u00e1 th\u1ea5p. N\u1ebfu c\u00f3 nhi\u1ec1u \u0111i\u1ec3m t\u01b0\u01a1ng \u0111\u1ed3ng gi\u1eefa ng\u01b0\u1eddi d\u00e2n Th\u1ee5y \u0110i\u1ec3n v\u00e0 Vi\u1ec7t Nam, m\u1ed9t c\u00f4ng ty n\u1ed9i th\u1ea5t t\u1ea1i Vi\u1ec7t Nam c\u00f3 th\u1ec3 \u0111i\u1ec1u ch\u1ec9nh x\u00e1c \u0111\u1ecbnh gi\u00e1 tr\u1ecb t\u01b0\u01a1ng t\u1ef1.<\/p>\n\n\n\n

N\u00f3i t\u00f3m l\u1ea1i, d\u00f9 l\u00e0 ng\u00e0nh c\u00f4ng nghi\u1ec7p n\u00e0o, ng\u01b0\u1eddi ta lu\u00f4n ph\u1ea3i t\u00ecm ki\u1ebfm m\u00f4 h\u00ecnh kinh doanh t\u01b0\u01a1ng t\u1ef1 tr\u00ean to\u00e0n c\u1ea7u \u0111\u1ec3 t\u00ecm hi\u1ec3u v\u00e0 \u00e1p d\u1ee5ng m\u1ed9t s\u1ed1 \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u ho\u1eb7c c\u00e1c thu\u1ed9c t\u00ednh ph\u00f9 h\u1ee3p v\u1edbi th\u1ecb tr\u01b0\u1eddng Vi\u1ec7t Nam.<\/p>\n\n\n\n

Th\u00edch \u1ee9ng \u0111\u1ecba ph\u01b0\u01a1ng:<\/strong> V\u1ea5n \u0111\u1ec1 th\u1ee9 hai m\u00e0 m\u1ecdi ng\u01b0\u1eddi n\u00ean quan t\u00e2m l\u00e0 s\u1ef1 ph\u00f9 h\u1ee3p c\u1ee7a \u00fd t\u01b0\u1edfng \u0111\u1ecba ph\u01b0\u01a1ng cho th\u01b0\u01a1ng hi\u1ec7u, th\u1eadm ch\u00ed c\u00e1c th\u01b0\u01a1ng hi\u1ec7u to\u00e0n c\u1ea7u \u0111\u00f4i khi thay \u0111\u1ed5i \u0111\u1ecbnh v\u1ecb c\u1ee7a h\u1ecd v\u00ec s\u1ee5 nh\u1eadn th\u1ee9c t\u1ea1i \u0111\u1ecba ph\u01b0\u01a1ng. C\u00f3 6 y\u1ebfu t\u1ed1 trong m\u00f4 h\u00ecnh PESTEL \u0111\u1ec3 xem x\u00e9t vi\u1ec7c th\u00edch \u1ee9ng \u0111\u1ecba ph\u01b0\u01a1ng nh\u01b0 th\u1ebf n\u00e0o.<\/p>\n\n\n

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M\u00f4 h\u00ecnh PESTEL<\/figcaption><\/figure>\n<\/div>\n\n\n

L\u1ea5y th\u1ef1c ph\u1ea9m l\u00e0m t\u1eeb c\u00f4n tr\u00f9ng \u0111\u1ec3 v\u00ed d\u1ee5, c\u00e1c m\u00f3n n\u00e0y \u0111\u01b0\u1ee3c coi l\u00e0 ngon mi\u1ec7ng v\u00e0 dinh d\u01b0\u1ee1ng \u1edf m\u1ed9t s\u1ed1 n\u01a1i tr\u00ean th\u1ebf gi\u1edbi nh\u01b0 ch\u00e2u \u00c1, tuy nhi\u00ean ng\u01b0\u1eddi ph\u01b0\u01a1ng T\u00e2y hi\u1ebfm khi coi c\u00f4n tr\u00f9ng l\u00e0 m\u00f3n \u0103n dinh d\u01b0\u1ee1ng h\u00e0ng ng\u00e0y c\u1ee7a h\u1ecd. Do \u0111\u00f3, m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u th\u1ef1c ph\u1ea9m c\u00f4n tr\u00f9ng c\u00f3 \u0111\u1ecbnh v\u1ecb l\u00e0 “b\u1ed5 d\u01b0\u1ee1ng v\u00e0 ngon mi\u1ec7ng” \u1edf th\u1ecb tr\u01b0\u1eddng Ch\u00e2u \u00c1 s\u1ebd ph\u1ea3i thay \u0111\u1ed5i \u0111\u1ecbnh v\u1ecb n\u1ebfu mu\u1ed1n th\u00e2m nh\u1eadp v\u00e0o th\u1ecb tr\u01b0\u1eddng ph\u01b0\u01a1ng T\u00e2y. V\u1eady ng\u01b0\u1eddi ph\u01b0\u01a1ng T\u00e2y th\u00edch \u0111\u1ecbnh v\u1ecb nh\u01b0 th\u1ebf n\u00e0o? C\u00e2u tr\u1ea3 l\u1eddi l\u00e0 th\u00e2n thi\u1ec7n v\u1edbi m\u00f4i tr\u01b0\u1eddng. Th\u1eadt t\u1ebf, ng\u01b0\u1eddi ph\u01b0\u01a1ng T\u00e2y c\u00f3 nh\u1eadn th\u1ee9c v\u00e0 quan t\u00e2m \u0111\u1ebfn c\u00e1c v\u1ea5n \u0111\u1ec1 m\u00f4i tr\u01b0\u1eddng h\u01a1n ng\u01b0\u1eddi ph\u01b0\u01a1ng \u0110\u00f4ng. V\u00ec v\u1eady, h\u1ecd s\u1eb5n s\u00e0ng hy sinh m\u1ed9t ch\u00fat th\u1ecfa m\u00e3n c\u00e1 nh\u00e2n v\u00ec l\u1ee3i \u00edch c\u1ee7a m\u00f4i tr\u01b0\u1eddng.<\/p>\n\n\n\n

\u0110\u1ec3 tham kh\u1ea3o, h\u00e3y t\u00ecm Bug Burger \u0111\u1ec3 xem c\u00e1ch h\u1ecd thuy\u1ebft ph\u1ee5c th\u1ebf gi\u1edbi b\u1eb1ng tri\u1ebft l\u00fd c\u1ee7a h\u1ecd<\/p>\n\n\n\n

2. Qu\u1ed1c gia (B\u1ed1i c\u1ea3nh | \u0110\u1ed1i th\u1ee7 c\u1ea1nh tranh | \u0110\u1ed1i t\u00e1c h\u1ee3p t\u00e1c | C\u00f4ng ty)<\/strong><\/p>\n\n\n\n

B\u1ed1i c\u1ea3nh:<\/p>\n\n\n\n

Sau khi t\u00ecm ki\u1ebfm tr\u00ean kh\u1eafp th\u1ebf gi\u1edbi, n\u00f3 s\u1ebd c\u00f3 c\u00e1i nh\u00ecn t\u1ed1t h\u01a1n \u0111\u1ec3 xem x\u00e9t l\u1ea1i th\u1ecb tr\u01b0\u1eddng hi\u1ec7n t\u1ea1i. M\u1ed7i qu\u1ed1c gia c\u00f3 m\u1ed9t quan \u0111i\u1ec3m v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u kh\u00e1c nhau v\u00e0 l\u00f2ng trung th\u00e0nh c\u0169ng \u0111\u01b0\u1ee3c th\u00fac \u0111\u1ea9y b\u1edfi c\u00e1c quan \u0111i\u1ec3m n\u00e0y. Sau khi th\u1ef1c hi\u1ec7n ph\u00e2n t\u00edch PESTEL, n\u00ean th\u1ef1c hi\u1ec7n ph\u00e2n t\u00edch s\u00e2u h\u01a1n v\u1ec1 m\u1ed1i quan h\u1ec7 gi\u1eefa th\u01b0\u01a1ng hi\u1ec7u v\u00e0 kh\u00e1ch h\u00e0ng. \u0110\u1ed1i v\u1edbi th\u1ecb tr\u01b0\u1eddng Vi\u1ec7t Nam, c\u00e1 nh\u00e2n t\u00f4i tin r\u1eb1ng:<\/p>\n\n\n\n

\u0110\u1ed1i v\u1edbi B2B, kh\u00e1 \u00edt c\u00f4ng ty t\u1ea1i Vi\u1ec7t Nam s\u1eb5n s\u00e0ng \u0111\u1ea7u t\u01b0 nhi\u1ec1u cho vi\u1ec7c x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u. M\u1ed9t s\u1ed1 ng\u01b0\u1eddi v\u1eabn coi \u0111\u00f3 l\u00e0 m\u1ed9t s\u1ef1 xa x\u1ec9 c\u1ee7a c\u00e1c th\u01b0\u01a1ng hi\u1ec7u cao c\u1ea5p n\u00ean khi h\u1ecd ho\u1ea1t \u0111\u1ed9ng \u1edf ph\u00e2n kh\u00fac trung c\u1ea5p ho\u1eb7c c\u1ea5p th\u1ea5p, h\u1ecd kh\u00f4ng th\u1ef1c s\u1ef1 quan t\u00e2m. N\u00f3i chung, m\u1ed9t c\u00f4ng ty d\u00f9 cho \u1edf ph\u00e2n kh\u00fac n\u00e0o \u0111\u1ec1u ph\u1ea3i \u0111\u1ea7u t\u01b0 nhi\u1ec1u h\u01a1n v\u00e0o vi\u1ec7c x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u v\u00e0 truy\u1ec1n \u0111\u1ea1t m\u1ed9t th\u00f4ng \u0111i\u1ec7p c\u00f3 \u00fd ngh\u0129a \u0111\u1ebfn kh\u00e1ch h\u00e0ng<\/p>\n\n\n\n

\u0110\u1ed1i v\u1edbi B2C, ng\u01b0\u1eddi Vi\u1ec7t c\u00f3 m\u1ee9c \u0111\u1ed9 trung th\u00e0nh th\u1ea5p h\u01a1n. Nh\u01b0ng c\u00e1 nh\u00e2n t\u00f4i ngh\u0129 r\u1eb1ng \u0111\u00e2y l\u00e0 m\u1ed9t c\u01a1 h\u1ed9i v\u00ec kh\u00f4ng c\u00f3 nhi\u1ec1u th\u01b0\u01a1ng hi\u1ec7u th\u00e0nh l\u1eadp tr\u00ean th\u1ecb tr\u01b0\u1eddng. Do \u0111\u00f3, nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u ti\u1ebfn b\u1ed9 v\u1edbi t\u01b0 duy \u0111\u00fang \u0111\u1eafn s\u1ebd c\u00f3 c\u01a1 h\u1ed9i s\u1edf h\u1eefu th\u1ecb ph\u1ea7n c\u1ee7a kh\u00e1ch h\u00e0ng m\u00e0 kh\u00f4ng ai chi\u1ebfm \u0111\u01b0\u1ee3c.<\/p>\n\n\n\n

\u0110\u1ed1i th\u1ee7 c\u1ea1nh tranh:<\/strong><\/p>\n\n\n\n

M\u00f4 h\u00ecnh Five-Forces ph\u00e1t huy hi\u1ec7u qu\u1ea3 t\u1ed1t v\u1edbi \u0111a s\u1ed1 c\u00e1c tr\u01b0\u1eddng h\u1ee3p ph\u00e2n t\u00edch, trong \u0111\u00f3 kh\u00f4ng ch\u1ec9 ph\u00e2n t\u00edch c\u1ea1nh tranh tr\u1ef1c ti\u1ebfp m\u00e0 c\u00f2n c\u00f3 c\u1ea1nh tranh gi\u00e1n ti\u1ebfp, v\u00e0 \u0111e d\u1ecda t\u1eeb nh\u1eefng c\u00f4ng ty m\u1edbi tham gia th\u1ecb tr\u01b0\u1eddng v\u1edbi kh\u1ea3 n\u0103ng th\u01b0\u01a1ng l\u01b0\u1ee3ng c\u1ee7a c\u1ea3 nh\u00e0 cung c\u1ea5p v\u00e0 kh\u00e1ch h\u00e0ng.<\/p>\n\n\n

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M\u00f4 h\u00ecnh Five Forces<\/figcaption><\/figure>\n<\/div>\n\n\n

L\u1ea5y v\u00ed d\u1ee5 v\u1ec1 gi\u00e0y nh\u01b0 l\u00e0 Nike, Adidas so v\u1edbi Biti’s Hunter. M\u1ed9t s\u1ed1 ng\u01b0\u1eddi n\u00f3i r\u1eb1ng Biti’s Hunter kh\u00f4ng ph\u1ea3i l\u00e0 \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh tr\u1ef1c ti\u1ebfp v\u1edbi Nike v\u00e0 Adidas, nh\u01b0ng th\u1ef1c t\u1ebf l\u00e0 Biti’s v\u1eabn chi\u1ebfm m\u1ed9t ph\u1ea7n l\u1edbn th\u1ecb ph\u1ea7n t\u1eeb hai g\u00e3 kh\u1ed5ng l\u1ed3 n\u00e0y. D\u01b0\u1edbi \u0111\u00e2y l\u00e0 m\u1ed9t ph\u1ea7n ph\u00e2n t\u00edch v\u1ec1 chi\u1ebfn l\u01b0\u1ee3c marketing c\u1ee7a Biti’s Hunter<\/p>\n\n\n

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Concept Marketing c\u1ee7a Biti’s Hunter v\u00e0o n\u0103m 2017 v\u00e0 2018<\/figcaption><\/figure>\n<\/div>\n\n\n

“V\u1edbi tham v\u1ecdng \u0111\u1ea1t \u0111\u01b0\u1ee3c 30% gi\u00e1 tr\u1ecb th\u1ecb ph\u1ea7n gi\u00e0y th\u1ec3 thao t\u1eeb n\u0103m th\u1ee9 5: 2.742.000.000.000 VND v\u1edbi t\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng c\u1ee7a danh m\u1ee5c s\u1ea3n ph\u1ea9m: 7,7 – 8% cho n\u0103m 2016- 2020 l\u00ean 3.860.000.000 \u0111\u1ed3ng.<\/em><\/p>\n\n\n\n

D\u00f2ng s\u1ea3n ph\u1ea9m gi\u00e0y th\u1ec3 thao: hi\u1ec7u su\u1ea5t cao ngo\u00e0i tr\u1eddi\/th\u1ec3 thao th\u00f4ng th\u01b0\u1eddng v\u00e0 l\u1ea5y c\u1ea3m h\u1ee9ng t\u1eeb th\u1ec3 thao: 31,5% ph\u00e2n t\u00e1n th\u1ecb tr\u01b0\u1eddng kh\u00f4ng c\u00f3 ng\u01b0\u1eddi ch\u01a1i th\u1ed1ng tr\u1ecb: m\u1eb7c d\u00f9 Nike, Adidas \u0111\u1ee9ng \u0111\u1ea7u th\u1ecb ph\u1ea7n nh\u01b0ng ch\u1ec9 v\u1edbi 2% cho m\u1ed7i th\u01b0\u01a1ng hi\u1ec7u.<\/em><\/p>\n\n\n\n

Th\u1ecb ph\u1ea7n ph\u1ed5 th\u00f4ng l\u00e0 0,5% – 1,5%. C\u00f3 kho\u1ea3ng c\u00e1ch gi\u00e1 l\u00e0 500k – 800k \u0111\u1ed3ng cho s\u1ea3n ph\u1ea9m ch\u1ea5t l\u01b0\u1ee3ng cao.Ph\u00e2n ph\u1ed1i: tr\u1ef1c tuy\u1ebfn d\u01b0\u1edbi 5%, 66% cho c\u00e1c c\u1eeda h\u00e0ng nh\u1ecf \u0111a s\u1ea3n ph\u1ea9m, 10% cho MT \/ si\u00eau th\u1ecb, d\u01b0\u1edbi 20% cho c\u00e1c c\u1eeda h\u00e0ng c\u00f3 th\u01b0\u01a1ng hi\u1ec7u.<\/em><\/p>\n\n\n\n

Gi\u00e0y l\u1ea5y c\u1ea3m h\u1ee9ng t\u1eeb th\u1ec3 thao \u0111\u01b0\u1ee3c th\u00fac \u0111\u1ea9y b\u1edfi: gi\u00e1 c\u1ea3, s\u1ef1 tho\u1ea3i m\u00e1i, thi\u1ebft k\u1ebf v\u00e0 h\u00ecnh \u1ea3nh.<\/em><\/p>\n\n\n\n

Biti’s Hunter s\u1ebd c\u1ea1nh tranh ch\u1ee7 y\u1ebfu trong d\u00f2ng s\u1ea3n ph\u1ea9m GI\u00c0Y L\u1ea4Y C\u1ea2M H\u1ee8NG T\u1eea TH\u1ec2 THAO, ch\u1ee9 KH\u00d4NG PH\u1ea2I l\u00e0 d\u00f2ng s\u1ea3n ph\u1ea9m gi\u00e0y c\u00f3 C\u00d3 CH\u1ea4T L\u01af\u1ee2NG CAO nh\u01b0 Nike v\u00e0 Adidas. 2 h\u00e3ng gi\u00e0y n\u00e0y c\u00f3 ngu\u1ed3n l\u1ef1c & th\u00f4ng tin m\u1ea1nh m\u1ebd h\u01a1n, t\u1eadp trung v\u00e0o s\u1ef1 tho\u1ea3i m\u00e1i & thi\u1ebft k\u1ebf v\u1edbi gi\u00e1 tr\u1ecb \u0111\u1ed3ng ti\u1ec1n cao.”<\/em><\/p>\n\n\n\n

C\u00f3 m\u1ed9t \u0111i\u1ec1u \u0111\u01b0\u1ee3c n\u00eau r\u00f5 trong chi\u1ebfn l\u01b0\u1ee3c l\u00e0 Biti’s Hunter kh\u00f4ng ho\u00e0n to\u00e0n c\u1ea1nh tranh tr\u1ef1c ti\u1ebfp v\u1edbi Nike v\u00e0 Adidas, nh\u01b0ng s\u1ef1 th\u1eadt l\u00e0 m\u1ecdi ng\u01b0\u1eddi kh\u00f4ng c\u00f2n c\u1ea7n ph\u1ea3i tr\u1ea3 m\u1ed9t m\u1ee9c gi\u00e1 cao cho m\u1ed9t \u0111\u00f4i gi\u00e0y th\u1ec3 thao v\u00ec h\u1ecd c\u00f3 th\u1ec3 thay th\u1ebf b\u1eb1ng vi\u1ec7c ch\u1ecdn mua Biti’s Hunter.<\/p>\n\n\n\n

\u0110\u1ed1i t\u00e1c h\u1ee3p t\u00e1c:<\/strong><\/p>\n\n\n\n

Ti\u1ebfp t\u1ee5c nghi\u00ean c\u1ee9u tr\u01b0\u1eddng h\u1ee3p t\u01b0\u01a1ng t\u1ef1 c\u1ee7a Biti’s Hunter, nh\u01b0ng \u1edf \u0111\u00e2y kh\u00f4ng ch\u1ec9 n\u00f3i v\u1ec1 s\u1ef1 ch\u1ee9ng th\u1ef1c c\u1ee7a ng\u01b0\u1eddi n\u1ed5i ti\u1ebfng. H\u1ee3p t\u00e1c theo \u0111\u1ecbnh ngh\u0129a r\u1ed9ng h\u01a1n l\u00e0 t\u00ecm ki\u1ebfm \u0111\u1ed1i t\u00e1c ph\u00f9 h\u1ee3p \u1edf trong ng\u00e0nh \u0111\u1ec3 h\u1ee3p t\u00e1c v\u00e0 mang l\u1ea1i l\u1ee3i \u00edch cho c\u1ea3 hai b\u00ean. H\u01a1n n\u1eefa, n\u00f3 c\u0169ng c\u00f3 th\u1ec3 c\u00f3 ngh\u0129a l\u00e0 x\u00e2y d\u1ef1ng m\u1ed9t h\u1ec7 sinh th\u00e1i c\u1ee7a c\u00e1c th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ec3 t\u1ea1o ra s\u1ee9c m\u1ea1nh t\u1ed5ng h\u1ee3p. \u0110i\u1ec1u \u0111\u00f3 c\u00f3 ngh\u0129a l\u00e0 khi m\u1ed9t ng\u01b0\u1eddi \u0111ang t\u00ecm c\u00e1ch h\u1ee3p t\u00e1c th\u01b0\u01a1ng hi\u1ec7u, th\u00ec \u0111\u00f3 kh\u00f4ng ch\u1ec9 l\u00e0 v\u1ec1 \u0111\u1ecbnh v\u1ecb ho\u1eb7c \u0111\u1eb7c t\u00ednh th\u01b0\u01a1ng hi\u1ec7u. T\u00ecm ki\u1ebfm m\u1ed9t c\u00e1ch \u0111\u1ec3 n\u00e2ng cao tr\u1ea3i nghi\u1ec7m v\u1edbi kh\u00e1ch h\u00e0ng. V\u00ed d\u1ee5, Apple v\u00e0 Nike l\u00e0 v\u00ed d\u1ee5 tuy\u1ec7t v\u1eddi v\u1ec1 h\u1ee3p t\u00e1c th\u01b0\u01a1ng hi\u1ec7u, h\u1ecd \u0111\u00e3 t\u00edch h\u1ee3p chip Apple v\u00e0o gi\u00e0y Nike \u0111\u1ec3 theo d\u00f5i qu\u00e1 tr\u00ecnh t\u1eadp th\u1ec3 d\u1ee5c v\u00e0 sau \u0111\u00f3 t\u01b0 v\u1ea5n cho h\u1ecd c\u00e1ch c\u1ea3i thi\u1ec7n hi\u1ec7u su\u1ea5t h\u00e0ng ng\u00e0y.<\/p>\n\n\n\n

M\u1ed9t v\u00ed d\u1ee5 v\u1ec1 h\u1ee3p t\u00e1c th\u01b0\u01a1ng hi\u1ec7u t\u1ed1t<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

C\u00f4ng ty:<\/strong><\/p>\n\n\n\n

Tr\u01b0\u1edbc khi th\u1ef1c hi\u1ec7n b\u1ea5t k\u1ef3 lo\u1ea1i h\u00ecnh th\u01b0\u01a1ng hi\u1ec7u n\u00e0o, b\u1ea1n n\u00ean nh\u00ecn l\u1ea1i n\u1ed9i b\u1ed9 \u0111\u1ec3 bi\u1ebft c\u00e1c ngu\u1ed3n l\u1ef1c, t\u00e0i nguy\u00ean c\u1ee7a c\u00f4ng ty v\u00e0 nh\u1eefng g\u00ec c\u00f4ng ty l\u00e0m t\u1ed1t nh\u1ea5t. Trong th\u1ef1c t\u1ebf, \u0111i\u1ec1u n\u00e0y th\u01b0\u1eddng \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n b\u1edfi m\u1ed9t nghi\u00ean c\u1ee9u k\u1ef9 l\u01b0\u1ee1ng, c\u1ea3 ch\u00ednh l\u1eabn ph\u1ee5. Nghi\u00ean c\u1ee9u l\u00e0 x\u00e1c \u0111\u1ecbnh nh\u1eefng \u01b0u v\u00e0 nh\u01b0\u1ee3c \u0111i\u1ec3m, \u0111i\u1ec3m m\u1ea1nh v\u00e0 \u0111i\u1ec3m y\u1ebfu, ph\u01b0\u01a1ng h\u01b0\u1edbng v\u00e0 chi\u1ebfn l\u01b0\u1ee3c kinh doanh \u0111\u1ec3 t\u00ecm th\u1ea5y nh\u1eefng \u0111i\u1ec1u c\u00f3 th\u1ec3 \u00e1p d\u1ee5ng cho th\u01b0\u01a1ng hi\u1ec7u. Th\u01b0\u01a1ng hi\u1ec7u kh\u00f4ng ph\u1ea3i l\u00e0 tr\u1ecdng t\u00e2m c\u1ee7a k\u1ebf ho\u1ea1ch ng\u1eafn h\u1ea1n. \u0110\u1ec3 c\u00f3 m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u t\u1ed1t, c\u00f4ng ty n\u00ean t\u1eadp trung n\u1ed7 l\u1ef1c x\u00e2y d\u1ef1ng d\u00e0i h\u1ea1n b\u1eb1ng c\u00e1ch c\u00f3 ngu\u1ed3n l\u1ef1c d\u1ed3i d\u00e0o. T\u00f4i \u0111\u00e3 g\u1eb7p nhi\u1ec1u t\u00ecnh hu\u1ed1ng trong s\u1ef1 nghi\u1ec7p c\u1ee7a m\u00ecnh r\u1eb1ng kh\u00e1ch h\u00e0ng y\u00eau c\u1ea7u x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ec3 v\u01b0\u1ee3t qua nh\u1eefng kh\u00f3 kh\u0103n hi\u1ec7n t\u1ea1i, \u0111i\u1ec1u \u0111\u00f3 l\u00e0 sai. K\u1ebf ho\u1ea1ch th\u01b0\u01a1ng hi\u1ec7u kh\u00f4ng th\u1ec3 gi\u1ea3i quy\u1ebft c\u00e1c v\u1ea5n \u0111\u1ec1 tr\u01b0\u1edbc m\u1eaft.<\/p>\n\n\n\n

Ph\u00e2n t\u00edch n\u1ed9i b\u1ed9 c\u0169ng l\u00e0 c\u01a1 h\u1ed9i \u0111\u1ec3 h\u1ed9i \u0111\u1ed3ng qu\u1ea3n tr\u1ecb c\u1ee7a c\u00f4ng ty hi\u1ec3u v\u1ec1 v\u0103n h\u00f3a c\u1ee7a doanh nghi\u1ec7p, s\u1ef1 t\u01b0\u01a1ng \u0111\u1ed3ng v\u00e0 kh\u00e1c bi\u1ec7t c\u1ee7a c\u00e1c s\u1ea3n ph\u1ea9m \u0111\u00f3ng vai tr\u00f2 l\u00e0 nguy\u00ean li\u1ec7u th\u00f4 \u0111\u1ec3 x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u<\/p>\n\n\n\n

3. Kh\u00e1ch h\u00e0ng (Ch\u00e2n dung | S\u1edf th\u00edch | H\u00e0nh tr\u00ecnh)<\/strong><\/p>\n\n\n\n

Ch\u00e2n dung:<\/strong>
K\u1ebft n\u1ed1i th\u00f4ng tin gi\u1eefa th\u01b0\u01a1ng hi\u1ec7u v\u00e0 con ng\u01b0\u1eddi. M\u1ecdi ng\u01b0\u1eddi ch\u1ecdn th\u01b0\u01a1ng hi\u1ec7u v\u00ec th\u01b0\u01a1ng hi\u1ec7u \u0111\u00f3 c\u00f3 th\u1ec3 li\u00ean quan \u0111\u1ebfn h\u1ecd nh\u01b0 m\u1ed9t ph\u1ea7n t\u00ednh c\u00e1ch c\u1ee7a h\u1ecd. L\u1ea5y v\u00ed d\u1ee5 l\u00e0 s\u1ea3n ph\u1ea9m \u0111\u1ed3ng h\u1ed3, m\u1ed9t ng\u01b0\u1eddi am hi\u1ec3u c\u00f4ng ngh\u1ec7 th\u00edch ch\u1ecdn Apple Watch, trong khi m\u1ed9t ng\u01b0\u1eddi s\u00e0nh \u0111i\u1ec7u c\u00f3 xu h\u01b0\u1edbng ch\u1ecdn Daniel Wellington h\u01a1n v\u00e0 m\u1ed9t chuy\u00ean gia kinh doanh c\u00f3 l\u1ebd s\u1ebd ch\u1ecdn c\u00e1c th\u01b0\u01a1ng hi\u1ec7u c\u1ed5 \u0111i\u1ec3n nh\u01b0 Rolex ho\u1eb7c Omega. Do \u0111\u00f3, ch\u1ecdn m\u1ed9t nh\u00f3m kh\u00e1ch h\u00e0ng th\u00edch h\u1ee3p v\u00e0 \u0111\u1ea7u t\u01b0 v\u00e0o nh\u00f3m kh\u00e1ch h\u00e0ng \u0111\u00f3 m\u1ed9t c\u00e1ch kh\u00f4n ngoan. C\u00e1c b\u1ea1n c\u00f3 th\u1ec3 tham kh\u1ea3o tr\u01b0\u1eddng h\u1ee3p nghi\u00ean c\u1ee9u v\u1ec1 Coke v\u00e0 Pepsi \u0111\u00e3 \u0111\u01b0\u1ee3c \u0111\u1ec1 c\u1eadp trong Ph\u1ea7n 1 c\u1ee7a lo\u1ea1t b\u00e0i n\u00e0y.<\/p>\n\n\n\n

L\u01b0u \u00fd r\u1eb1ng kh\u00f4ng c\u00f3 c\u00f4ng ty c\u00f3 m\u1ed9t ngu\u1ed3n t\u00e0i nguy\u00ean kh\u00f4ng gi\u1edbi h\u1ea1n. Do \u0111\u00f3, nh\u1eafm m\u1ee5c ti\u00eau v\u00e0o m\u1ed9t nh\u00f3m nh\u1ecf kh\u00e1ch h\u00e0ng s\u1ebd kh\u00f4n ngoan h\u01a1n l\u00e0 nh\u1eafm \u0111\u1ebfn t\u1ea5t c\u1ea3 c\u00e1c th\u00f4ng tin kh\u00e1ch h\u00e0ng c\u00f3 s\u1eb5n. \u0110\u00e2y l\u00e0 m\u1ed9t trong ba nguy\u00ean t\u1eafc ch\u00ednh c\u1ee7a Chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ea1i d\u01b0\u01a1ng xanh (Mauborgne et al, 2014).<\/p>\n\n\n\n

S\u1edf th\u00edch:<\/strong><\/p>\n\n\n\n

\u0110\u00e2y l\u00e0 c\u00e1ch ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng hi\u1ec7u qu\u1ea3 nh\u1ea5t cho \u0111\u1ebfn b\u00e2y gi\u1edd. N\u00f3 \u0111\u00e3 \u0111\u01b0\u1ee3c ch\u1ee9ng minh v\u00e0 \u0111\u1ec1 c\u1eadp trong m\u1ed9t v\u1ea5n \u0111\u1ec1 g\u1ea7n \u0111\u00e2y c\u1ee7a CIM, Catalyst. V\u00ed d\u1ee5, c\u00e1c th\u01b0\u01a1ng hi\u1ec7u t\u1ea1p ch\u00ed th\u1ec3 thao ho\u1eb7c xe h\u01a1i th\u01b0\u1eddng nh\u1eafm m\u1ee5c ti\u00eau v\u00e0o nam gi\u1edbi. T\u01b0\u01a1ng t\u1ef1, c\u00e1c th\u01b0\u01a1ng hi\u1ec7u t\u1ea1p ch\u00ed \u1ea9m th\u1ef1c ho\u1eb7c th\u1eddi trang s\u1ebd th\u01b0\u1eddng nh\u1eafm m\u1ee5c ti\u00eau \u0111\u1ebfn ph\u1ee5 n\u1eef. Kh\u00f4ng ph\u1ea3i l\u00e0 ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng d\u1ef1a v\u00e0o c\u00e1c y\u1ebfu t\u1ed1 nh\u00e2n kh\u1ea9u h\u1ecdc nh\u01b0 tu\u1ed5i t\u00e1c v\u00e0 thu nh\u1eadp; ph\u01b0\u01a1ng ph\u00e1p n\u00e0y \u0111\u00e3 \u0111\u01b0\u1ee3c ch\u1ee9ng minh l\u00e0 hi\u1ec7u qu\u1ea3 nh\u1ea5t.<\/p>\n\n\n\n

H\u00e0nh tr\u00ecnh:<\/strong>
C\u00f3 l\u1ebd s\u1ebd c\u00f3 m\u1ed9t v\u00e0i ng\u01b0\u1eddi th\u1eafc m\u1eafc t\u1ea1i sao th\u01b0\u01a1ng hi\u1ec7u v\u1eabn c\u1ea7n m\u1ed9t h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng. L\u00fd thuy\u1ebft th\u01b0\u01a1ng hi\u1ec7u hi\u1ec7n \u0111\u1ea1i \u0111\u00e3 x\u00e1c nh\u1eadn r\u1eb1ng x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u kh\u00f4ng ch\u1ec9 \u0111\u01b0\u1ee3c mang l\u1ea1i t\u1eeb hi\u1ec7u qu\u1ea3 c\u1ee7a truy\u1ec1n th\u00f4ng. Th\u1ef1c t\u1ebf, c\u00e1c s\u1ea3n ph\u1ea9m hi\u1ec7n t\u1ea1i \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn vi\u1ec7c x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u h\u01a1n. Do \u0111\u00f3, c\u00e1c nh\u00e0 qu\u1ea3n l\u00fd th\u01b0\u01a1ng hi\u1ec7u n\u00ean c\u00f3 c\u00e1i nh\u00ecn to\u00e0n di\u1ec7n v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u v\u00e0 h\u1ee3p t\u00e1c ch\u1eb7t ch\u1ebd b\u1ed9 ph\u1eadn li\u00ean quan \u0111\u1ebfn s\u1ea3n ph\u1ea9m v\u00e0 c\u00e1c b\u1ed9 ph\u1eadn kh\u00e1c.<\/p>\n\n\n\n

Ng\u00e2n h\u00e0ng – m\u1ed9t l\u0129nh v\u1ef1c kinh doanh m\u1edbi v\u00e0 r\u1ea5t n\u0103ng \u0111\u1ed9ng – \u0111ang \u00e1p d\u1ee5ng nguy\u00ean t\u1eafc n\u00e0y \u0111\u1ec3 tr\u1ebb h\u00f3a c\u00e1c th\u01b0\u01a1ng hi\u1ec7u \u0111\u00e3 c\u0169 c\u1ee7a h\u1ecd v\u00e0 cung c\u1ea5p tr\u1ea3i nghi\u1ec7m ho\u00e0n thi\u1ec7n cho kh\u00e1ch h\u00e0ng. D\u01b0\u1edbi \u0111\u00e2y l\u00e0 m\u1ed9t v\u00ed d\u1ee5 v\u1ec1 m\u00f4 h\u00ecnh \u0111i\u1ec3m ti\u1ebfp x\u00fac th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u1ed9t ng\u00e2n h\u00e0ng t\u1ea1i Vi\u1ec7t Nam. T\u1ea5t c\u1ea3 nh\u1eefng n\u1ed7 l\u1ef1c x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u m\u00e0 h\u1ecd \u0111\u01b0a v\u00e0o l\u00e0 n\u00e2ng cao tr\u1ea3i nghi\u1ec7m c\u1ee7a kh\u00e1ch h\u00e0ng t\u1eeb \u0111i\u1ec3m \u0111au ti\u00eau c\u1ef1c th\u00e0nh \u0111i\u1ec3m t\u00edch c\u1ef1c.<\/p>\n\n\n

\n
\"\"<\/figure>\n<\/div>\n\n\n

Ph\u1ea7n 2: Thi\u1ebft k\u1ebf gi\u1ea3i ph\u00e1p<\/strong><\/p>\n\n\n\n

Ph\u1ea7n n\u00e0y bao g\u1ed3m c\u00e1c ph\u1ea7n gi\u1ed1ng nh\u01b0 Chi\u1ebfn l\u01b0\u1ee3c Sand Clock cho truy\u1ec1n th\u00f4ng, n\u1ed9i dung c\u00f4ng vi\u1ec7c trong ph\u1ea7n Thi\u1ebft k\u1ebf gi\u1ea3i ph\u00e1p (SD) c\u0169ng l\u00e0 \u0111\u1ec3 x\u00e1c \u0111\u1ecbnh c\u1ed1t l\u00f5i c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u v\u00e0 sau \u0111\u00f3 lan truy\u1ec1n n\u00f3 ngay b\u00e2y gi\u1edd th\u00f4ng qua vi\u1ec7c s\u1eed d\u1ee5ng hi\u1ec7u qu\u1ea3 c\u00e1c k\u00eanh v\u00e0 th\u1ef1c hi\u1ec7n ho\u1ea1t \u0111\u1ed9ng.<\/p>\n\n\n\n

4. N\u1ec1n t\u1ea3ng th\u01b0\u01a1ng hi\u1ec7u (Tri\u1ebft l\u00fd | \u0110\u1ecbnh v\u1ecb | Thu\u1ed9c t\u00ednh th\u01b0\u01a1ng hi\u1ec7u | Nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u & Ng\u00f4n ng\u1eef)<\/strong><\/p>\n\n\n\n

Tri\u1ebft l\u00fd:<\/strong><\/p>\n\n\n\n

\u0110\u1ec3 l\u00e0m r\u00f5 \u0111i\u1ec1u n\u00e0y, c\u00f3 hai lo\u1ea1i th\u01b0\u01a1ng hi\u1ec7u l\u00e0 th\u01b0\u01a1ng hi\u1ec7u doanh nghi\u1ec7p v\u00e0 th\u01b0\u01a1ng hi\u1ec7u s\u1ea3n ph\u1ea9m. Trong phi\u00ean b\u1ea3n c\u0169, tri\u1ebft l\u00fd kinh doanh kh\u00f4ng ch\u1ec9 l\u00e0 \u0111\u01b0\u1ee3c x\u00e1c \u0111\u1ecbnh v\u00e0 vi\u1ebft xu\u1ed1ng gi\u1ea5y, n\u00f3 quan tr\u1ecdng h\u01a1n th\u1ebf. M\u1ed9t s\u1ed1 ng\u01b0\u1eddi c\u00f3 th\u1ec3 l\u1eadp lu\u1eadn r\u1eb1ng v\u1edbi m\u1ed9t k\u1ebf ho\u1ea1ch x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u v\u1ec1 s\u1ea3n ph\u1ea9m th\u00ec kh\u00f4ng c\u1ea7n l\u00e0m \u0111i\u1ec1u \u0111\u00f3. Nh\u01b0ng t\u00f4i th\u1ea5y r\u1eb1ng \u0111i\u1ec1u n\u00e0y v\u1eabn c\u1ea7n thi\u1ebft b\u1edfi v\u00ec cu\u1ed1i c\u00f9ng t\u1ea5t c\u1ea3 c\u00e1c th\u01b0\u01a1ng hi\u1ec7u s\u1ea3n ph\u1ea9m \u0111\u1ec1u li\u00ean quan \u0111\u1ebfn c\u00e1c th\u01b0\u01a1ng hi\u1ec7u c\u00f4ng ty. H\u01a1n n\u1eefa, c\u00e1c th\u01b0\u01a1ng hi\u1ec7u c\u00f4ng ty c\u00f3 quy\u1ec1n \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn nh\u00e2n vi\u00ean, c\u00e1c nh\u00e0 qu\u1ea3n l\u00fd th\u01b0\u01a1ng hi\u1ec7u, nh\u1eefng ng\u01b0\u1eddi th\u1ef1c s\u01b0 qu\u1ea3n l\u00fd c\u00e1c th\u01b0\u01a1ng hi\u1ec7u s\u1ea3n ph\u1ea9m. C\u00f3 ba th\u00e0nh ph\u1ea7n c\u1ee7a tri\u1ebft l\u00fd kinh doanh \u0111\u00f3 l\u00e0 T\u1ea7m nh\u00ecn, S\u1ee9 m\u1ec7nh v\u00e0 Gi\u00e1 tr\u1ecb c\u1ed1t l\u00f5i.<\/p>\n\n\n\n

    \n
  • T\u1ea7m nh\u00ecn: nh\u1eefng g\u00ec c\u00f4ng ty mong mu\u1ed1n \u0111\u1ea1t \u0111\u01b0\u1ee3c trong d\u00e0i h\u1ea1n<\/li>\n\n\n\n
  • S\u1ee9 m\u1ec7nh: nh\u1eefng g\u00ec c\u00f4ng ty \u0111ang l\u00e0m h\u00e0ng ng\u00e0y<\/li>\n\n\n\n
  • Gi\u00e1 tr\u1ecb c\u1ed1t l\u00f5i: c\u00e1c gi\u00e1 tr\u1ecb n\u1ed9i b\u1ed9 m\u00e0 c\u00e1c nh\u00e0 l\u00e3nh \u0111\u1ea1o v\u00e0 nh\u00e2n vi\u00ean c\u1ee7a c\u00f4ng ty th\u1ef1c hi\u1ec7n theo. V\u1edbi nguy\u00ean t\u1eafc, Gi\u00e1 tr\u1ecb c\u1ed1t l\u00f5i c\u1ee7a c\u00f4ng ty ch\u1ee7 y\u1ebfu \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng cho truy\u1ec1n th\u00f4ng marketing th\u01b0\u01a1ng hi\u1ec7u n\u1ed9i b\u1ed9<\/li>\n<\/ul>\n\n\n\n

    \u0110\u1ecbnh v\u1ecb:<\/strong><\/p>\n\n\n\n

    M\u1ed9t th\u00e0nh ph\u1ea7n c\u1ed1t l\u00f5i c\u1ee7a s\u1ef1 ph\u00e1t tri\u1ec3n th\u01b0\u01a1ng hi\u1ec7u l\u00e0 \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u hay th\u1ef1c t\u1ebf \u0111\u01b0\u1ee3c g\u1ecdi l\u00e0 tuy\u00ean ng\u00f4n th\u01b0\u01a1ng hi\u1ec7u. M\u1ed9t \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u n\u00ean x\u00e1c \u0111\u1ecbnh r\u00f5 r\u00e0ng nh\u1eefng l\u1ee3i \u00edch m\u00e0 ng\u01b0\u1eddi ti\u00eau d\u00f9ng nh\u1eadn \u0111\u01b0\u1ee3c t\u1eeb th\u01b0\u01a1ng hi\u1ec7u. Tuy nhi\u00ean, \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u t\u1ed1t ph\u1ea3i c\u00f3 \u0111\u01b0\u1ee3c L\u1ee3i \u0111i\u1ec3m b\u00e1n h\u00e0ng \u0111\u1ed9c nh\u1ea5t (Unique Selling Proposition – USP), \u0111i\u1ec3m m\u00e0 kh\u00f4ng th\u01b0\u01a1ng hi\u1ec7u n\u00e0o kh\u00e1c c\u00f3 th\u1ec3 cung c\u1ea5p. L\u1ee3i \u0111i\u1ec3m b\u00e1n h\u00e0ng \u0111\u1ed9c nh\u1ea5t c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng nh\u01b0 m\u1ed9t \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u cho truy\u1ec1n th\u00f4ng. M\u1ed9t ph\u01b0\u01a1ng ph\u00e1p \u0111\u1ec3 x\u00e1c \u0111\u1ecbnh n\u00f3 \u0111\u01b0\u1ee3c minh h\u1ecda trong m\u00f4 h\u00ecnh d\u01b0\u1edbi \u0111\u00e2y:<\/p>\n\n\n

    \n
    \"\"
    Five Brand Positioning Model<\/figcaption><\/figure>\n<\/div>\n\n\n

    N\u0103m lo\u1ea1i n\u00e0y c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c hi\u1ec3u l\u00e0:<\/p>\n\n\n\n

      \n
    • Where: <\/strong>t\u1eadp trung v\u00e0o quy m\u00f4 nh\u01b0 l\u00e0 \u0111\u1ea7u ti\u00ean ho\u1eb7c l\u1edbn nh\u1ea5t tr\u00ean th\u1ecb tr\u01b0\u1eddng<\/li>\n\n\n\n
    • What: <\/strong>t\u1eadp trung v\u00e0o s\u1ea3n ph\u1ea9m v\u1edbi nh\u1eefng l\u1ee3i \u00edch c\u00f3 \u00fd ngh\u0129a c\u1ea3 v\u1ec1 ch\u1ee9c n\u0103ng v\u00e0 c\u1ea3m x\u00fac<\/li>\n\n\n\n
    • How: <\/strong>t\u1eadp trung v\u00e0o ch\u1ea5t l\u01b0\u1ee3ng d\u1ecbch v\u1ee5 cung c\u1ea5p<\/li>\n\n\n\n
    • Who:<\/strong> t\u1eadp trung v\u00e0o c\u00e1c gi\u00e1 tr\u1ecb v\u00e0 tr\u1ea3i nghi\u1ec7m m\u00e0 c\u00f4ng ty cung c\u1ea5p<\/li>\n\n\n\n
    • Why:<\/strong> t\u1eadp trung v\u00e0o nguy\u00ean nh\u00e2n ho\u1eb7c l\u00fd do t\u1ea1i sao c\u00f4ng ty t\u1ed3n t\u1ea1i nh\u01b0 gi\u00fap \u0111\u1ee1 c\u1ed9ng \u0111\u1ed3ng ho\u1eb7c ng\u0103n ch\u1eb7n m\u1ed9t v\u1ea5n \u0111\u1ec1 x\u00e3 h\u1ed9i<\/li>\n<\/ul>\n\n\n\n

      Thu\u1ed9c t\u00ednh th\u01b0\u01a1ng hi\u1ec7u:<\/strong><\/p>\n\n\n\n

      Ti\u1ebfp theo, gi\u1ed1ng nh\u01b0 m\u1ed9t con ng\u01b0\u1eddi, m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u c\u1ea7n x\u00e1c \u0111\u1ecbnh c\u00e1c \u0111\u1eb7c t\u00ednh c\u1ee7a n\u00f3. C\u00f3 t\u1eeb ba \u0111\u1ebfn s\u00e1u thu\u1ed9c t\u00ednh l\u00e0 t\u1ed1i \u01b0u. C\u00f3 qu\u00e1 \u00edt thu\u1ed9c t\u00ednh s\u1ebd kh\u00f3 kh\u0103n \u0111\u1ec3 kh\u00e1ch h\u00e0ng nh\u1eadn di\u1ec7n \u0111\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u; M\u1eb7t kh\u00e1c, c\u00f3 qu\u00e1 nhi\u1ec1u thu\u1ed9c t\u00ednh s\u1ebd ti\u00eau t\u1ed1n th\u00eam ng\u00e2n s\u00e1ch t\u1eeb c\u00f4ng ty \u0111\u1ec3 x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u, ch\u01b0a k\u1ec3 n\u00f3 c\u0169ng c\u00f3 th\u1ec3 g\u00e2y nh\u1ea7m l\u1eabn cho kh\u00e1ch h\u00e0ng. Tuy nhi\u00ean, vi\u1ec7c t\u1ea5t c\u1ea3 kh\u00e1ch h\u00e0ng \u0111\u1ec1u c\u00f3 c\u1ea3m nh\u1eadn gi\u1ed1ng nhau v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u l\u00e0 \u0111i\u1ec1u kh\u00f4ng th\u1ec3, nh\u01b0ng n\u1ebfu c\u00e1c th\u01b0\u01a1ng hi\u1ec7u l\u00e0m \u0111i\u1ec1u \u0111\u00f3 \u0111\u00fang c\u00e1ch, h\u1ea7u h\u1ebft kh\u00e1ch h\u00e0ng c\u00f3 th\u1ec3 ph\u1ea7n n\u00e0o hi\u1ec3u \u0111\u01b0\u1ee3c c\u00e1c thu\u1ed9c t\u00ednh c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u m\u00e0 h\u1ecd y\u00eau th\u00edch.<\/p>\n\n\n\n

      L\u1ea5y Apple l\u00e0m v\u00ed d\u1ee5, t\u00f4i lu\u00f4n y\u00eau c\u1ea7u t\u1ea5t c\u1ea3 nh\u1eefng ng\u01b0\u1eddi tham gia cu\u1ed9c h\u1ecdp n\u00f3i l\u00ean suy ngh\u0129 c\u1ee7a h\u1ecd v\u1ec1 thu\u1ed9c t\u00ednh c\u1ee7a Apple. N\u00f3 thay \u0111\u1ed5i theo th\u1eddi gian nh\u01b0ng m\u1ed9t s\u1ed1 t\u1eeb kh\u00f3a s\u1ebd lu\u00f4n l\u1eb7p l\u1ea1i, v\u00ed d\u1ee5 nh\u01b0 (\u1edf \u0111\u00e2y l\u00e0 c\u00e1i h\u00ecnh)<\/p>\n\n\n\n

      \"\"<\/figure>\n\n\n\n

      Cho \u0111\u1ebfn nay, kh\u00f4ng c\u00f3 nh\u00e0 qu\u1ea3n l\u00fd th\u01b0\u01a1ng hi\u1ec7u n\u00e0o t\u1eeb Apple x\u00e1c nh\u1eadn ch\u00ednh x\u00e1c thu\u1ed9c t\u00ednh th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a h\u1ecd l\u00e0 g\u00ec nh\u01b0ng kh\u00e1n gi\u1ea3 ch\u1eafc ch\u1eafn c\u00f3 th\u1ec3 ph\u00e2n bi\u1ec7t m\u1ed9t ph\u1ea7n c\u1ee7a n\u00f3. T\u1ea1i sao? B\u1edfi v\u00ec k\u1ebf ho\u1ea1ch th\u01b0\u01a1ng hi\u1ec7u n\u1ed9i b\u1ed9 c\u1ee7a Apple c\u00f3 s\u1ef1 nh\u1ea5t qu\u00e1n ph\u00f9 h\u1ee3p \u0111\u1ec3 cung c\u1ea5p tr\u1ea3i nghi\u1ec7m th\u01b0\u01a1ng hi\u1ec7u cho \u0111\u1ea1i ch\u00fang.<\/p>\n\n\n\n

      M\u1ed9t v\u00ed d\u1ee5 kh\u00e1c t\u1eeb kinh nghi\u1ec7m c\u1ee7a t\u00f4i khi x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u cho m\u1ed9t c\u00f4ng ty n\u1ed9i th\u1ea5t. Sau m\u1ed9t th\u1eddi gian kh\u00f3 kh\u0103n \u0111\u1ec3 nghi\u00ean c\u1ee9u v\u1ec1 c\u1ea3 nh\u1eefng y\u1ebfu t\u1ed1 b\u00ean trong v\u00e0 b\u00ean ngo\u00e0i, t\u1ea5t c\u1ea3 \u0111\u1ec1u \u0111\u1ed3ng \u00fd r\u1eb1ng, “\u0111\u1ed9 b\u1ec1n” l\u00e0 m\u1ed9t trong nh\u1eefng thu\u1ed9c t\u00ednh m\u1ea1nh m\u1ebd m\u00e0 c\u00f4ng ty c\u1ea7n ph\u1ea3i x\u00e2y d\u1ef1ng. Th\u1eadt th\u00fa v\u1ecb, n\u00f3 b\u1eaft ngu\u1ed3n t\u1eeb vi\u1ec7c c\u00f4ng ty \u0111\u00e3 c\u00f3 m\u1ed9t l\u1ecbch s\u1eed l\u00e2u d\u00e0i kho\u1ea3ng 30 n\u0103m trong kinh doanh. \u0110\u1ec3 \u0111\u00e1p \u1ee9ng k\u1ef3 v\u1ecdng \u0111\u00f3, \u0111i\u1ec1u \u0111\u1ea7u ti\u00ean m\u00e0 nh\u00f3m th\u01b0\u01a1ng hi\u1ec7u quy\u1ebft \u0111\u1ecbnh l\u00e0m l\u00e0 c\u1ea3i thi\u1ec7n \u0111\u1ed9 b\u1ec1n c\u1ee7a t\u1ea5t c\u1ea3 c\u00e1c s\u1ea3n ph\u1ea9m tr\u01b0\u1edbc khi tung ra b\u1ea5t k\u1ef3 chi\u1ebfn d\u1ecbch th\u01b0\u01a1ng hi\u1ec7u n\u00e0o.<\/p>\n\n\n\n

      B\u1ed9 nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u:<\/strong><\/p>\n\n\n\n

      Ti\u1ebfp theo, khi ng\u01b0\u1eddi qu\u1ea3n l\u00fd th\u01b0\u01a1ng hi\u1ec7u \u0111\u00e3 x\u00e1c \u0111\u1ecbnh c\u00e1c thu\u1ed9c t\u00ednh th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u00ecnh, \u0111\u00f3 l\u00e0 th\u1eddi \u0111i\u1ec3m \u0111\u1ec3 bi\u1ebfn ch\u00fang th\u00e0nh th\u1ef1c t\u1ebf v\u00e0 ph\u1ea7n \u0111\u1ea7u ti\u00ean c\u1ee7a n\u00f3 l\u00e0 c\u1ea7n c\u00f3 m\u1ed9t b\u1ea3n s\u1eafc th\u01b0\u01a1ng hi\u1ec7u nh\u1ea5t qu\u00e1n. Gi\u1ed1ng nh\u01b0 m\u1ed9t con ng\u01b0\u1eddi, \u0111\u00f3 l\u00e0 c\u00e1ch m\u00e0 ng\u01b0\u1eddi \u0111\u00f3 \u0111\u01b0\u1ee3c nh\u1eadn \u0111\u1ecbnh.<\/p>\n\n\n\n

      \u0110\u1ed1i v\u1edbi nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u, \u0111i\u1ec1u \u0111\u1ea7u ti\u00ean m\u00e0 m\u1ed9t c\u00f4ng ty c\u1ea7n l\u00e0 logo, nh\u01b0ng h\u01a1n th\u1ebf n\u1eefa, c\u00f3 m\u1ed9t s\u1ed1 y\u1ebfu t\u1ed1 c\u01a1 b\u1ea3n c\u1ea7n \u0111\u01b0\u1ee3c x\u00e1c \u0111\u1ecbnh nh\u01b0 bi\u1ec3u t\u01b0\u1ee3ng, b\u1ea3ng m\u00e0u, h\u00ecnh \u1ea3nh v\u00e0 phong c\u00e1ch, y\u1ebfu t\u1ed1 thi\u1ebft k\u1ebf \u0111\u1ed3 h\u1ecda, ki\u1ec3u ch\u1eef. Ch\u1ec9 sau t\u1ea5t th\u1ea3y nh\u1eefng \u0111i\u1ec1u \u0111\u00f3, h\u01b0\u1edbng d\u1eabn th\u01b0\u01a1ng hi\u1ec7u m\u1edbi \u0111\u01b0\u1ee3c ho\u00e0n ch\u1ec9nh. N\u00f3i t\u00f3m l\u1ea1i, t\u00ednh nh\u1ea5t qu\u00e1n c\u1ee7a b\u1ed9 nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u l\u00e0 quan tr\u1ecdng v\u00e0 c\u00e1c nh\u00e0 qu\u1ea3n l\u00fd th\u01b0\u01a1ng hi\u1ec7u ph\u1ea3i \u0111\u1ea3m b\u1ea3o r\u1eb1ng th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a h\u1ecd ph\u1ea3i nh\u1ea5t qu\u00e1n tr\u00ean t\u1ea5t c\u1ea3 c\u00e1c k\u00eanh v\u00e0 \u0111i\u1ec3m ti\u1ebfp x\u00fac truy\u1ec1n th\u00f4ng.<\/p>\n\n\n\n

      M\u1ed9t ph\u1ea7n m\u1edf r\u1ed9ng kh\u00e1c c\u1ee7a b\u1ed9 h\u01b0\u1edbng d\u1eabn nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u l\u00e0 c\u00e1c \u0111i\u1ec1u ch\u1ec9nh, t\u1ee9c c\u00e1c sample v\u00e0 template c\u1ee7a c\u00e1c v\u1eadt li\u1ec7u ph\u1ed5 bi\u1ebfn nh\u01b0 digital banner ho\u1eb7c standee.<\/p>\n\n\n\n

      Ng\u00f4n ng\u1eef th\u01b0\u01a1ng hi\u1ec7u:<\/strong><\/p>\n\n\n\n

      \u0110\u1ed1i v\u1edbi th\u01b0\u01a1ng hi\u1ec7u, vi\u1ec7c x\u00e1c \u0111\u1ecbnh tone gi\u1ecdng nh\u01b0 c\u00e1ch truy\u1ec1n \u0111\u1ea1t t\u1edbi kh\u00e1ch h\u00e0ng l\u00e0 \u0111i\u1ec1u c\u1ea7n thi\u1ebft, gi\u1ed1ng nh\u01b0 c\u00e1ch m\u1ed9t con ng\u01b0\u1eddi tr\u00f2 chuy\u1ec7n. V\u00ed d\u1ee5, n\u00f3 c\u00f3 th\u1ec3 nghe nh\u01b0 m\u1ed9t chuy\u00ean gia ho\u1eb7c m\u1ed9t ng\u01b0\u1eddi b\u1ea1n, ho\u1eb7c n\u00f3 c\u00f3 th\u1ec3 nh\u01b0 m\u1ed9t b\u00e0 n\u1ed9i tr\u1ee3 ho\u1eb7c m\u1ed9t n\u1eef s\u0129 quan l\u00e0m vi\u1ec7c hi\u1ec7n \u0111\u1ea1i. Nh\u1eb9 nh\u00e0ng hay tr\u1ef1c ti\u1ebfp? S\u1eed d\u1ee5ng phong c\u00e1ch k\u1ec3 chuy\u1ec7n hay b\u00e1o c\u00e1o? C\u1ea7n ph\u1ea3i tr\u1ea3 l\u1eddi \u0111\u01b0\u1ee3c c\u00e1c c\u00e2u h\u1ecfi n\u00e0y tr\u01b0\u1edbc khi ph\u00e1t tri\u1ec3n n\u1ed9i dung.<\/p>\n\n\n\n

      Ki\u1ec3m so\u00e1t \u0111\u1ed9 l\u1edbn th\u01b0\u01a1ng hi\u1ec7u – Brand Volume Control l\u00e0 m\u1ed9t kh\u00e1i ni\u1ec7m kh\u00e1c. H\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u \u0111\u00f3 gi\u1ed1ng nh\u01b0 ng\u01b0\u1eddi t\u00ean Nick. Nick l\u00e0 m\u1ed9t c\u1eadu b\u00e9 r\u1ea5t s\u00f4i n\u1ed5i v\u00e0 tr\u1ebb trung. Anh ta th\u01b0\u1eddng th\u1ec3 hi\u1ec7n nh\u1eefng \u0111\u1eb7c \u0111i\u1ec3m \u0111\u00f3 c\u1ee7a m\u00ecnh \u1edf nh\u00e0, \u0111\u00f3 l\u00e0 “m\u1ed9t ng\u01b0\u1eddi tr\u1ebb, s\u00f4i n\u1ed5i v\u00e0 vui v\u1ebb”. M\u1ed9t h\u00f4m, anh ph\u1ea3i \u0111\u1ebfn tr\u01b0\u1eddng. Tr\u01b0\u1eddng h\u1ecdc l\u00e0 m\u1ed9t m\u00f4i tr\u01b0\u1eddng kh\u00e1c, n\u00ean Nick ph\u1ea3i \u0111i\u1ec1u ch\u1ec9nh t\u00ednh c\u00e1ch c\u1ee7a m\u00ecnh m\u1ed9t ch\u00fat cho ph\u00f9 h\u1ee3p. Thay v\u00ec m\u1ed9t ng\u01b0\u1eddi s\u00f4i n\u1ed5i, Nick t\u1ecf ra h\u01a1i b\u1ea3o th\u1ee7 v\u00e0 k\u1ef7 lu\u1eadt h\u01a1n. Gi\u1ea3 s\u1eed 80% l\u00e0 con ng\u01b0\u1eddi anh ta v\u00e0 20% c\u00f2n l\u1ea1i l\u00e0 m\u00f4i tr\u01b0\u1eddng m\u00e0 anh ta \u0111ang s\u1ed1ng. M\u1ed9t th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3 giao ti\u1ebfp gi\u1ed1ng nh\u01b0 tr\u00ean c\u00e1c k\u00eanh m\u00e0 h\u1ecd s\u1edf h\u1eefu nh\u01b0 trang web, nh\u01b0ng n\u00f3 c\u0169ng ph\u1ea3i \u0111i\u1ec1u ch\u1ec9nh c\u00e1ch n\u00f3i khi cung c\u1ea5p n\u1ed9i dung tr\u00ean c\u00e1c n\u1ec1n t\u1ea3ng x\u00e3 h\u1ed9i, t\u00f9y thu\u1ed9c v\u00e0o lo\u1ea1i n\u1ec1n t\u1ea3ng m\u00e0 th\u01b0\u01a1ng hi\u1ec7u \u0111ang s\u1eed d\u1ee5ng. V\u00ed nh\u01b0 Facebook th\u00ec d\u00e0i, Twitter th\u00ec ng\u1eafn, Instagram l\u00e0 v\u1ec1 h\u00ecnh \u1ea3nh v\u00e0 tumbler n\u00f3i nhi\u1ec1u h\u01a1n v\u1ec1 blog. C\u00e1c lo\u1ea1i n\u1ec1n t\u1ea3ng kh\u00e1c nhau \u0111\u00f2i h\u1ecfi c\u00e1c c\u00e1ch ti\u1ebfp c\u1eadn th\u01b0\u01a1ng hi\u1ec7u kh\u00e1c nhau bu\u1ed9c h\u1ecd ph\u1ea3i \u0111i\u1ec1u ch\u1ec9nh c\u00e1ch n\u00f3i c\u1ee7a h\u1ecd. Lo\u1ea1i kh\u00e1i ni\u1ec7m n\u00e0y \u0111\u01b0\u1ee3c g\u1ecdi l\u00e0 Ki\u1ec3m so\u00e1t \u0111\u1ed9 l\u1edbn th\u01b0\u01a1ng hi\u1ec7u (Brand Volume Control).<\/p>\n\n\n\n

      5. L\u1eadp k\u1ebf ho\u1ea1ch ho\u1ea1t \u0111\u1ed9ng (C\u1ed9t m\u1ed1c | Khung chi\u1ebfn l\u01b0\u1ee3c | Ho\u1ea1t \u0111\u1ed9ng ch\u00ednh)<\/strong><\/p>\n\n\n\n

      C\u1ed9t m\u1ed1c:<\/strong><\/p>\n\n\n\n

      Kh\u00e1i ni\u1ec7m t\u01b0\u01a1ng t\u1ef1 \u00e1p d\u1ee5ng cho c\u1ea3 truy\u1ec1n th\u00f4ng v\u00e0 th\u01b0\u01a1ng hi\u1ec7u l\u00e0 h\u00e0nh tr\u00ecnh t\u1eeb ng\u01b0\u1eddi l\u1ea1 \u0111\u1ebfn ng\u01b0\u1eddi y\u00eau. \u0110\u1ed1i v\u1edbi th\u01b0\u01a1ng hi\u1ec7u, \u0111\u00f3 l\u00e0 h\u00e0nh tr\u00ecnh t\u1eeb nh\u1eadn th\u1ee9c v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ebfn s\u1ef1 trung th\u00e0nh v\u1edbi th\u01b0\u01a1ng hi\u1ec7u. Tuy nhi\u00ean, c\u00e1c giai \u0111o\u1ea1n kh\u00e1c nhau c\u1ee7a s\u1ef1 ph\u00e1t tri\u1ec3n th\u01b0\u01a1ng hi\u1ec7u \u0111\u00f2i h\u1ecfi c\u00e1c lo\u1ea1i chi\u1ebfn thu\u1eadt kh\u00e1c nhau. V\u1ec1 v\u1ea5n \u0111\u1ec1 nh\u1eadn th\u1ee9c, v\u00ed d\u1ee5 c\u00e1c th\u01b0\u01a1ng hi\u1ec7u ph\u1ea3i ch\u1ea1y nhi\u1ec1u qu\u1ea3ng c\u00e1o hi\u1ec3n th\u1ecb v\u00e0 tham gia nhi\u1ec1u h\u01a1n v\u00e0o c\u00e1c ho\u1ea1t \u0111\u1ed9ng BTL \u0111\u1ec3 “gi\u00e1o d\u1ee5c” kh\u00e1ch h\u00e0ng v\u1ec1 c\u00e1c l\u1ee3i \u00edch ch\u1ee9c n\u0103ng. V\u1ec1 t\u00ecnh c\u1ea3m th\u01b0\u01a1ng hi\u1ec7u, c\u1ea7n ph\u1ea3i qu\u1ea3ng b\u00e1 ho\u1eb7c li\u00ean k\u1ebft h\u00ecnh \u1ea3nh c\u1ee7a h\u1ecd v\u1edbi c\u00e1c nguy\u00ean nh\u00e2n x\u00e3 h\u1ed9i c\u00f3 \u00fd ngh\u0129a nh\u01b0 gi\u00e1o d\u1ee5c th\u1ebf h\u1ec7 tr\u1ebb hay c\u00e1c v\u1ea5n \u0111\u1ec1 m\u00f4i tr\u01b0\u1eddng.<\/p>\n\n\n\n

      B\u1eb1ng c\u00e1c h\u00ecnh th\u1ee9c ph\u00e2n lo\u1ea1i kh\u00e1c nhau, c\u00f3 th\u1ec3 c\u00f3 nhi\u1ec1u h\u01a1n l\u00e0 ba m\u1ee5c ti\u00eau th\u01b0\u01a1ng hi\u1ec7u c\u01a1 b\u1ea3n c\u1ee7a t\u00f4i bao g\u1ed3m nh\u1eadn di\u1ec7n, th\u00edch v\u00e0 y\u00eau m\u1ebfn. N\u1ebfu m\u1ed9t ng\u01b0\u1eddi mu\u1ed1n t\u00ecm hi\u1ec3u s\u00e2u v\u1ec1 v\u1ea5n \u0111\u1ec1 n\u00e0y, M\u00f4 h\u00ecnh C\u00f4ng b\u1eb1ng Th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a Keller (Brand Equity Model) s\u1ebd r\u1ea5t \u0111\u01b0\u1ee3c khuy\u1ebfn kh\u00edch cho vi\u1ec7c nghi\u00ean c\u1ee9u th\u00eam.<\/p>\n\n\n\n

      \"\"<\/figure>\n\n\n\n

      Tuy nhi\u00ean, b\u1ea5t k\u1ef3 m\u1ee5c ti\u00eau th\u01b0\u01a1ng hi\u1ec7u n\u00e0o \u0111\u01b0\u1ee3c ch\u1ecdn ph\u1ea3i \u0111\u01b0\u1ee3c xem x\u00e9t nghi\u00eam t\u00fac nh\u01b0 l\u00e0 nh\u1eefng c\u1ed9t m\u1ed1c l\u1edbn cho s\u1ef1 ph\u00e1t tri\u1ec3n th\u01b0\u01a1ng hi\u1ec7u v\u00e0 \u0111\u01b0\u1ee3c \u0111\u1ea7u t\u01b0 \u0111\u00e1ng k\u1ec3 qua nhi\u1ec1u n\u0103m \u0111\u1ec3 c\u00f3 th\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c. S\u1ef1 v\u1ed9i v\u00e0ng \u0111\u1ec3 ph\u00e1t tri\u1ec3n th\u01b0\u01a1ng hi\u1ec7u theo ngh\u0129a \u0111en th\u01b0\u1eddng d\u1eabn \u0111\u1ebfn l\u00e3ng ph\u00ed ng\u00e2n s\u00e1ch.<\/p>\n\n\n\n

      Khung chi\u1ebfn l\u01b0\u1ee3c:<\/strong><\/p>\n\n\n\n

      Sau khi x\u00e1c \u0111\u1ecbnh m\u1ee5c ti\u00eau th\u01b0\u01a1ng hi\u1ec7u cho t\u1eebng th\u1eddi k\u1ef3, k\u00eanh cho c\u00e1c ho\u1ea1t \u0111\u1ed9ng \u0111\u01b0\u1ee3c x\u00e2y d\u1ef1ng \u0111\u1ec3 h\u00ecnh th\u00e0nh khung chi\u1ebfn l\u01b0\u1ee3c. \u0110\u1ed1i v\u1edbi th\u01b0\u01a1ng hi\u1ec7u, l\u1ef1a ch\u1ecdn k\u00eanh kh\u00f3 h\u01a1n truy\u1ec1n th\u00f4ng v\u00ec c\u00e1c l\u1ef1a ch\u1ecdn cho th\u01b0\u01a1ng hi\u1ec7u \u0111a d\u1ea1ng h\u01a1n. N\u00f3 kh\u00f4ng thi\u00ean nhi\u1ec1u v\u1ec1 truy\u1ec1n th\u00f4ng nh\u01b0 ATL ho\u1eb7c BTL; n\u00f3 c\u00f3 th\u1ec3 l\u00e0 v\u1ec1 s\u1ea3n ph\u1ea9m ho\u1eb7c nh\u00e2n vi\u00ean b\u00e1n h\u00e0ng v\u1edbi t\u01b0 c\u00e1ch l\u00e0 \u0111\u1ea1i di\u1ec7n c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u. Th\u1ef1c hi\u1ec7n \u0111\u00e1nh gi\u00e1 v\u00e0 l\u1eadp k\u1ebf ho\u1ea1ch k\u00eanh cho ph\u00e9p c\u00e1c nh\u00e0 qu\u1ea3n l\u00fd th\u01b0\u01a1ng hi\u1ec7u c\u00f3 c\u00e1i nh\u00ecn t\u1ed5ng quan v\u1ec1 t\u1ea5t c\u1ea3 c\u00e1c \u0111i\u1ec3m ti\u1ebfp x\u00fac th\u01b0\u01a1ng hi\u1ec7u c\u1ea7n \u0111\u01b0\u1ee3c qu\u1ea3n l\u00fd, ch\u1ee9 kh\u00f4ng ch\u1ec9 c\u00e1c \u0111i\u1ec3m ti\u1ebfp x\u00fac truy\u1ec1n th\u00f4ng. B\u1ea5t k\u1ec3 lo\u1ea1i khung chi\u1ebfn l\u01b0\u1ee3c n\u00e0o \u0111\u01b0\u1ee3c ch\u1ecdn, h\u00e3y \u0111\u1ea3m b\u1ea3o t\u1ea5t c\u1ea3 c\u00e1c ho\u1ea1t \u0111\u1ed9ng tu\u00e2n theo v\u00e0 h\u1ed7 tr\u1ee3 m\u1ed9t m\u1ee5c ti\u00eau duy nh\u1ea5t cho t\u1eebng giai \u0111o\u1ea1n t\u0103ng tr\u01b0\u1edfng c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n\n\n\n

      Ho\u1ea1t \u0111\u1ed9ng ch\u00ednh:<\/strong>
      Ti\u1ebfp th\u1ecb v\u00e0 x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u gi\u1ed1ng nh\u01b0 vi\u1ec7c vi\u1ebft m\u1ed9t b\u00e0i h\u00e1t, v\u00e0 m\u1ed9t b\u00e0i h\u00e1t kh\u00f4ng th\u1ec3 \u0111\u1eb9p n\u1ebfu kh\u00f4ng c\u00f3 ti\u1ebfng treble v\u00e0 bass ho\u1eb7c gi\u1ed1ng nh\u01b0 cao \u0111i\u1ec3m v\u00e0 chu k\u1ef3 c\u1ee7a c\u00e1c ho\u1ea1t \u0111\u1ed9ng ti\u1ebfp th\u1ecb v\u00e0 th\u01b0\u01a1ng hi\u1ec7u. \u0110\u1ec3 c\u00e1c th\u01b0\u01a1ng hi\u1ec7u duy tr\u00ec m\u1ed1i quan h\u1ec7 t\u1ed1t v\u1edbi kh\u00e1ch h\u00e0ng, h\u1ecd ph\u1ea3i x\u00e1c \u0111\u1ecbnh t\u1ea7n su\u1ea5t nh\u1ea5t \u0111\u1ecbnh \u0111\u1ec3 g\u1eafn k\u1ebft th\u01b0\u01a1ng hi\u1ec7u. Qu\u00e1 th\u01b0\u1eddng xuy\u00ean, kh\u00e1ch h\u00e0ng s\u1ebd nhanh ch\u00e1n. Qu\u00e1 l\u00e2u cho vi\u1ec7c ch\u1edd \u0111\u1ee3i, h\u1ecd s\u1ebd qu\u00ean.<\/p>\n\n\n\n

      M\u1ed9t th\u1ef1c t\u1ebf ph\u1ed5 bi\u1ebfn cho vi\u1ec7c l\u1eadp k\u1ebf ho\u1ea1ch ho\u1ea1t \u0111\u1ed9ng ch\u00ednh l\u00e0 l\u1eadp k\u1ebf ho\u1ea1ch theo qu\u00fd. V\u00ed d\u1ee5, m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3 c\u00f3 m\u1ed9t chi\u1ebfn d\u1ecbch l\u1edbn m\u1ed7i hai qu\u00fd v\u00e0 c\u00e1c ho\u1ea1t \u0111\u1ed9ng ti\u1ebfp th\u1ecb nh\u1ecf trong n\u0103m. Ch\u1ea1y 4 chi\u1ebfn d\u1ecbch l\u1edbn m\u1ed7i n\u0103m c\u00f3 th\u1ec3 t\u1ed1n r\u1ea5t nhi\u1ec1u ti\u1ec1n m\u00e0 kh\u00f4ng t\u0103ng hi\u1ec7u qu\u1ea3.<\/p>\n\n\n\n

      6. Th\u1ef1c thi (Th\u1eddi gian | Ng\u00e2n s\u00e1ch | KPI | \u0110o l\u01b0\u1eddng | Ph\u00e2n t\u00edch)<\/strong><\/p>\n\n\n\n

      Th\u1eddi gian:<\/strong><\/p>\n\n\n\n

      K\u1ebf ho\u1ea1ch kh\u00f4ng l\u00e0 g\u00ec n\u1ebfu kh\u00f4ng c\u00f3 th\u1ef1c thi; do \u0111\u00f3 c\u1ea7n ph\u1ea3i c\u00f3 m\u1ed9t timeline c\u1ee5 th\u1ec3 cho t\u1ea5t c\u1ea3 c\u00e1c ho\u1ea1t \u0111\u1ed9ng \u0111\u01b0\u1ee3c l\u00ean k\u1ebf ho\u1ea1ch v\u00e0 th\u1ef1c hi\u1ec7n theo n\u00f3. Kh\u00f4ng c\u00f3 th\u1eddi h\u1ea1n, m\u1ecdi ng\u01b0\u1eddi c\u00f3 v\u1ebb s\u1ebd kh\u00f4ng l\u00e0m theo c\u00e1c nhi\u1ec7m v\u1ee5 \u0111\u01b0\u1ee3c giao. Chi\u1ebfn l\u01b0\u1ee3c bao g\u1ed3m ba ph\u1ea7n, suy ngh\u0129; l\u00ean k\u1ebf ho\u1ea1ch; th\u1ef1c thi v\u00e0 t\u00f4i tin r\u1eb1ng vi\u1ec7c n\u00e0y chi\u1ebfm t\u1edbi 80% c\u1ee7a s\u1ef1 th\u00e0nh c\u00f4ng.<\/p>\n\n\n\n

      Ng\u00e2n s\u00e1ch:<\/strong><\/p>\n\n\n\n

      M\u1ecdi ng\u01b0\u1eddi \u0111\u1ec1u bi\u1ebft r\u1eb1ng ng\u00e2n s\u00e1ch l\u00e0 m\u1ed9t y\u1ebfu t\u1ed1 quan tr\u1ecdng, nh\u01b0ng ng\u00e2n s\u00e1ch th\u01b0\u01a1ng hi\u1ec7u c\u00f2n quan tr\u1ecdng h\u01a1n v\u00ec b\u1ea3n ch\u1ea5t c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u gi\u1ed1ng nh\u01b0 vi\u1ec7c \u0111\u1ea7u t\u01b0 d\u00e0i h\u1ea1n, v\u00e0 \u0111i\u1ec1u n\u00e0y g\u1ea7n nh\u01b0 s\u1ebd kh\u00f4ng x\u1ea3y ra n\u1ebfu c\u00f4ng ty kh\u00f4ng c\u00f3 \u0111\u1ee7 ng\u00e2n s\u00e1ch \u0111\u1ec3 v\u01b0\u1ee3t qua nh\u1eefng th\u00e1ch th\u1ee9c ng\u1eafn h\u1ea1n. H\u01a1n n\u1eefa, c\u00e1c th\u01b0\u01a1ng hi\u1ec7u ph\u00e1t tri\u1ec3n d\u1ef1a tr\u00ean tri\u1ebft l\u00fd v\u00e0 thu\u1ed9c t\u00ednh c\u1ee7a c\u00e1c s\u1ea3n ph\u1ea9m c\u0169ng m\u1ea5t nhi\u1ec1u th\u1eddi gian \u0111\u1ec3 ch\u1ee9ng minh, kh\u00f4ng gi\u1ed1ng nh\u01b0 truy\u1ec1n th\u00f4ng c\u00f3 th\u1ec3 d\u1ef1a m\u1ed9t ph\u1ea7n v\u00e0o \u00fd t\u01b0\u1edfng s\u00e1ng t\u1ea1o ho\u1eb7c c\u00f4ng ngh\u1ec7 trong tr\u01b0\u1eddng h\u1ee3p thi\u1ebfu ng\u00e2n s\u00e1ch.<\/p>\n\n\n\n

      C\u00f3 hai ph\u01b0\u01a1ng ph\u00e1p ph\u00e2n b\u1ed5 ng\u00e2n s\u00e1ch l\u00e0 theo t\u1eebng giai \u0111o\u1ea1n v\u00e0 t\u1eebng k\u00eanh. Ph\u01b0\u01a1ng ph\u00e1p \u0111\u1ea7u ti\u00ean thi\u00ean v\u1ec1 c\u00e1c nguy\u00ean t\u1eafc ch\u1ec9 \u0111\u1ea1o cho \u0111\u1ea7u t\u01b0 th\u01b0\u01a1ng hi\u1ec7u song song v\u1edbi giai \u0111o\u1ea1n ph\u00e1t tri\u1ec3n th\u01b0\u01a1ng hi\u1ec7u. Ph\u01b0\u01a1ng ph\u00e1p th\u1ee9 hai thi\u00ean v\u1ec1 c\u00e1c c\u1ea5p \u0111\u1ed9 chi\u1ebfn thu\u1eadt th\u1ef1c s\u1ef1 \u0111\u01b0a th\u01b0\u01a1ng hi\u1ec7u ra th\u1ecb tr\u01b0\u1eddng.<\/p>\n\n\n\n

      KPI:<\/strong>
      \u0110i\u1ec1u b\u1ea1n nh\u1eadn \u0111\u01b0\u1ee3c l\u00e0 \u0111i\u1ec1u b\u1ea1n \u0111\u00e3 b\u1ecf ra. Tuy nhi\u00ean, vi\u1ec7c \u0111\u00e1nh gi\u00e1 hi\u1ec7u qu\u1ea3 c\u1ee7a m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u ch\u1ec9 \u0111\u01a1n gi\u1ea3n d\u1ef1a tr\u00ean KPI l\u00e0 kh\u00f4ng d\u1ec5. Tr\u00ean th\u1ef1c t\u1ebf, KPI cho th\u01b0\u01a1ng hi\u1ec7u th\u01b0\u1eddng \u0111\u01b0\u1ee3c \u0111o b\u1eb1ng ph\u1ea1m vi c\u00f4ng vi\u1ec7c v\u00e0 th\u00e2m ni\u00ean c\u1ee7a c\u00e1c nh\u00e2n vi\u00ean tham gia d\u1ef1 \u00e1n. \u0110\u1ed1i v\u1edbi m\u1ed9t k\u1ebf ho\u1ea1ch th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c x\u00e2y d\u1ef1ng cho khung th\u1eddi gian cho 2 ho\u1eb7c 5 n\u0103m, l\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 \u0111o l\u01b0\u1eddng hi\u1ec7u qu\u1ea3 \u0111\u1ed1i v\u1edbi nh\u1eadn th\u1ee9c c\u1ee7a kh\u00e1ch h\u00e0ng khi k\u1ebf ho\u1ea1ch \u0111\u01b0\u1ee3c tri\u1ec3n khai quan tr\u1ecdng h\u01a1n ph\u1ea1m vi trong h\u1ee3p \u0111\u1ed3ng. Th\u1ef1c t\u1ebf n\u00e0y cho th\u1ea5y s\u1ef1 kh\u00f3 kh\u0103n trong vi\u1ec7c l\u1ef1a ch\u1ecdn \u0111\u1ed1i t\u00e1c t\u01b0 v\u1ea5n th\u01b0\u01a1ng hi\u1ec7u d\u1ef1a tr\u00ean kinh nghi\u1ec7m v\u00e0 tr\u1ef1c gi\u00e1c c\u1ee7a c\u00e1c nh\u00e0 qu\u1ea3n l\u00fd ti\u1ebfp th\u1ecb v\u00e0 CEO.<\/p>\n\n\n\n

      \u0110o l\u01b0\u1eddng & Ph\u00e2n t\u00edch:<\/strong><\/p>\n\n\n\n

      Gi\u1ed1ng nh\u01b0 vi\u1ec7c l\u1eadp k\u1ebf ho\u1ea1ch truy\u1ec1n th\u00f4ng, \u0111o l\u01b0\u1eddng v\u00e0 ph\u00e2n t\u00edch to\u00e0n b\u1ed9 l\u00e0 v\u1ec1 x\u00e1c \u0111\u1ecbnh c\u00e1c l\u1ed7 h\u1ed5ng chi\u1ebfn l\u01b0\u1ee3c v\u00e0 \u0111\u01b0a ra gi\u1ea3i ph\u00e1p \u0111\u1ec3 kh\u1eafc ph\u1ee5c ch\u00fang. Nh\u01b0 tr\u00ean th\u1ef1c t\u1ebf, kh\u00f4ng c\u00f3 k\u1ebf ho\u1ea1ch n\u00e0o \u0111\u00e3 \u0111\u01b0\u1ee3c tri\u1ec3n khai m\u00e0 kh\u00f4ng thay \u0111\u1ed5i. Th\u00f4ng th\u01b0\u1eddng b\u1ea3n ch\u1ea5t c\u1ee7a m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c t\u1ed1t ph\u1ee5 thu\u1ed9c v\u00e0o t\u1ed1c \u0111\u1ed9 thay \u0111\u1ed5i c\u1ee7a ch\u00ednh n\u00f3 \u0111\u1ec3 th\u00edch \u1ee9ng v\u1edbi th\u1ef1c t\u1ebf c\u1ee7a vi\u1ec7c th\u1ef1c hi\u1ec7n. Do \u0111\u00f3, s\u1ef1 nghi\u00eam ng\u1eb7t trong vi\u1ec7c \u0111o l\u01b0\u1eddng v\u00e0 ph\u00e2n t\u00edch l\u00e0 vai tr\u00f2 ch\u00ednh trong vi\u1ec7c thu h\u1eb9p kho\u1ea3ng c\u00e1ch gi\u1eefa k\u1ebf ho\u1ea1ch v\u00e0 th\u1ef1c t\u1ebf. M\u1ed9t c\u01a1 ch\u1ebf \u0111o l\u01b0\u1eddng v\u00e0 ph\u00e2n t\u00edch t\u1ed1t ph\u1ea3i bao g\u1ed3m d\u1eef li\u1ec7u ch\u00ednh x\u00e1c, theo d\u00f5i li\u00ean t\u1ee5c, ph\u00e2n t\u00edch s\u00e2u v\u00e0 c\u00e1c h\u00e0nh \u0111\u1ed9ng thay \u0111\u1ed5i c\u00f3 li\u00ean quan \u0111\u01b0\u1ee3c \u0111\u1ec1 xu\u1ea5t.<\/p>\n\n\n\n

      \u0110\u1ec3 x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u, Brand Health Check (BHC) l\u00e0 ph\u01b0\u01a1ng ph\u00e1p \u0111o l\u01b0\u1eddng ph\u1ed5 bi\u1ebfn \u0111\u01b0\u1ee3c nhi\u1ec1u th\u01b0\u01a1ng hi\u1ec7u t\u1ea1i Vi\u1ec7t Nam s\u1eed d\u1ee5ng. Ban \u0111\u1ea7u n\u00f3 l\u00e0 c\u00f4ng c\u1ee5 cho c\u00e1c th\u01b0\u01a1ng hi\u1ec7u FMCG nh\u01b0ng b\u00e2y gi\u1edd \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng \u0111a d\u1ea1ng b\u1edfi c\u00e1c th\u01b0\u01a1ng hi\u1ec7u trong nhi\u1ec1u l\u0129nh v\u1ef1c nh\u01b0 b\u1ea5t \u0111\u1ed9ng s\u1ea3n. C\u00e1c ho\u1ea1t \u0111\u1ed9ng theo d\u00f5i li\u00ean t\u1ee5c \u0111\u01b0\u1ee3c khuy\u1ebfn ngh\u1ecb thay v\u00ec theo d\u00f5i qua loa m\u1ed9t l\u1ea7n v\u00ec n\u00f3 cung c\u1ea5p m\u1ed9t c\u00e1i nh\u00ecn to\u00e0n di\u1ec7n v\u1ec1 ti\u1ebfn tr\u00ecnh t\u0103ng tr\u01b0\u1edfng th\u01b0\u01a1ng hi\u1ec7u. M\u1eb7t kh\u00e1c, vi\u1ec7c ph\u00e2n t\u00edch v\u00e0 c\u00e1c ho\u1ea1t \u0111\u1ed9ng \u0111\u01b0\u1ee3c \u0111\u1ec1 xu\u1ea5t thay \u0111\u1ed5i ph\u1ee5 thu\u1ed9c v\u00e0o ch\u1ea5t l\u01b0\u1ee3ng c\u1ee7a agency \u0111\u01b0\u1ee3c ch\u1ecdn.<\/p>\n\n\n\n

      \u0110\u1ec3 l\u00e0m cho ch\u1ee7 \u0111\u1ec1 d\u1ec5 hi\u1ec3u v\u00e0 th\u1ef1c t\u1ebf, t\u00f4i g\u1eedi k\u00e8m \u1edf \u0111\u00e2y m\u1ed9t s\u1ed1 k\u1ebf ho\u1ea1ch m\u00e0 ch\u00fang t\u00f4i – Wisdom Agency – \u0111\u00e3 th\u1ef1c hi\u1ec7n \u0111\u1ec3 pitching nh\u01b0ng kh\u00e1ch h\u00e0ng kh\u00f4ng mua. T\u00f4i ch\u1ec9 cung c\u1ea5p c\u00e1c k\u1ebf ho\u1ea1ch theo t\u1eebng ph\u1ea7n \u0111\u1ec3 tu\u00e2n th\u1ee7 c\u00e1c ch\u00ednh s\u00e1ch b\u1ea3o m\u1eadt c\u1ee7a c\u00f4ng ty.<\/p>\n\n\n\n

      Link 1: https:\/\/www.slideshare.net\/MinhHaiNguyen3\/ncb-branding-and-communications-planning
      Link 2: https:\/\/www.slideshare.net\/MinhHaiNguyen3\/lancaster-lincohns-brand-communications-strategy<\/p>\n\n\n\n

      Reference:<\/p>\n\n\n\n

        \n
      • AMPLIMARK, (2018), Brand Proposition and Brand Statement, Online, Accessed on Oct 10th 2018, Available online at: https:\/\/www.amplimark.com\/brand-proposition\/<\/li>\n\n\n\n
      • Chan Kim, W. & Mauborgne, R. (2015), Blue Ocean Strategy, Harvard Business School Publishing Corporation, USA<\/li>\n\n\n\n
      • CIM (2017), Chartered Marketer Test, Berkshire, UK<\/li>\n\n\n\n
      • Kaewjieranai, N. (2011), Apple\u2019s Personalities Stylish Cooleasy-going Intuitive, Online, Accessed on Oct 10th 2018, Available online at: https:\/\/www.slideshare.net\/tim3flies\/apples-brand-personality\/5-Apples_Personalities_Stylish_Cooleasygoing_Intuitive<\/li>\n\n\n\n
      • Keohane, K. (2018), 5 Brand Positioning Model, Online, Accessed on Oct 1st 2018, Available online at: https:\/\/www.brandingstrategyinsider.com\/2016\/09\/5-brand-positioning-models.html#.W8h022j7SUk<\/li>\n\n\n\n
      • MindTools, (2018), Keller\u2019s Brand Equity Model, Online, Accessed on Sep 25th 2018, Available online at: https:\/\/www.mindtools.com\/pages\/article\/keller-brand-equity-model.htm<\/li>\n\n\n\n
      • Minh, N. H. (2018), \u201cSand Clock Strategy \u2013 Communications Planning Model,\u201d Online, Accessed on Aug 14th 2018, Available at: https:\/\/www.linkedin.com\/pulse\/sand-clock-strategy-model-communications-planners-minh-h-nguyen\/<\/li>\n\n\n\n
      • Porter, M., (2008), \u201cCompetitive Strategy: Techniques for Analysing Industries and Competitors\u201d, The Free Press, New York<\/li>\n\n\n\n
      • Richard Rumelt (2011), \u201cGood Strategy, Bad Strategy \u2013 The Difference and Why It Matter,\u201d Crown Publishing, US<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"

        B\u00e0i \u0111\u1ea7u ti\u00ean trong chu\u1ed7i b\u00e0i Sand Clock, t\u00f4i \u0111\u00e3 n\u00f3i v\u1ec1 truy\u1ec1n th\u00f4ng v\u00e0 chia s\u1ebb hi\u1ec3u bi\u1ebft c\u1ee7a t\u00f4i v\u1ec1 c\u00e1ch c\u00e1c m\u00f4 h\u00ecnh nh\u1ea5t qu\u00e1n c\u00f3 th\u1ec3 gi\u00fap theo d\u00f5i nhanh k\u1ebf ho\u1ea1ch v\u00e0 h\u1ed7 tr\u1ee3 s\u00e1ng t\u1ea1o trong to\u00e0n b\u1ed9 qu\u00e1 tr\u00ecnh qu\u1ea3n l\u00fd d\u1ef1 \u00e1n c\u1ee7a m\u1ed9t c\u00f4ng ty. Tuy […]<\/p>\n","protected":false},"author":3,"featured_media":1231,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[84,72],"tags":[],"class_list":["post-354","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ca-nhan","category-xay-dung-thuong-hieu"],"_links":{"self":[{"href":"https:\/\/minimalmarketing.com\/index.php\/wp-json\/wp\/v2\/posts\/354","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/minimalmarketing.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/minimalmarketing.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/minimalmarketing.com\/index.php\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/minimalmarketing.com\/index.php\/wp-json\/wp\/v2\/comments?post=354"}],"version-history":[{"count":2,"href":"https:\/\/minimalmarketing.com\/index.php\/wp-json\/wp\/v2\/posts\/354\/revisions"}],"predecessor-version":[{"id":367,"href":"https:\/\/minimalmarketing.com\/index.php\/wp-json\/wp\/v2\/posts\/354\/revisions\/367"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/minimalmarketing.com\/index.php\/wp-json\/wp\/v2\/media\/1231"}],"wp:attachment":[{"href":"https:\/\/minimalmarketing.com\/index.php\/wp-json\/wp\/v2\/media?parent=354"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/minimalmarketing.com\/index.php\/wp-json\/wp\/v2\/categories?post=354"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/minimalmarketing.com\/index.php\/wp-json\/wp\/v2\/tags?post=354"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}