{"id":690,"date":"2023-03-30T20:26:35","date_gmt":"2023-03-30T12:56:35","guid":{"rendered":"https:\/\/luatsu911.vn\/?p=690"},"modified":"2023-04-21T17:07:34","modified_gmt":"2023-04-21T09:37:34","slug":"quan-tri-thuong-hieu-la-gi","status":"publish","type":"post","link":"https:\/\/luatsu911.vn\/?p=690","title":{"rendered":"Qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u l\u00e0 g\u00ec"},"content":{"rendered":"

\u0110\u00fac k\u1ebft t\u1eeb th\u1ef1c ti\u1ec5n v\u00e0 qu\u00e1 tr\u00ecnh nghi\u00ean c\u1ee9u, sau g\u1ea7n 20 n\u0103m l\u00e0m vi\u1ec7c trong l\u0129nh v\u1ef1c marketing chuy\u00ean nghi\u1ec7p v\u00e0 qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u m\u00f4i tr\u01b0\u1eddng qu\u1ed1c t\u1ebf, chuy\u00ean gia th\u01b0\u01a1ng hi\u1ec7u V\u00f5 V\u0103n Quang \u0111\u00e3 \u0111\u00fac k\u1ebft nh\u1eefng m\u00f4 h\u00ecnh qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ec3 \u0111\u00f3ng g\u00f3p cho c\u1ed9ng \u0111\u1ed3ng doanh nghi\u1ec7p Vi\u1ec7t Nam trong ti\u1ebfn tr\u00ecnh chung \u0111\u1ed5i m\u1edbi t\u01b0 quy kinh doanh v\u00e0 ti\u00ean phong trong h\u1ed9i nh\u1eadp kinh t\u1ebf qu\u1ed1c t\u1ebf.<\/p>\n

B\u00e0i vi\u1ebft n\u00e0y gi\u1edbi thi\u1ec7u kh\u00e1i qu\u00e1t m\u1ed9t s\u1ed1 m\u00f4 h\u00ecnh qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u \u0111\u00e3 \u0111\u01b0\u1ee3c ki\u1ec3m ch\u1ee9ng qua th\u1ef1c t\u1ebf qu\u1ea3n tr\u1ecb, \u0111\u00e0o t\u1ea1o v\u00e0 t\u01b0 v\u1ea5n.
\n1. M\u00f4 h\u00ecnh K\u00e9o v\u00e0 \u0110\u1ea9y<\/p>\n

2. M\u00f4 h\u00ecnh Chi\u1ebfn l\u01b0\u1ee3c P3 & P4<\/p>\n

3. M\u00f4 h\u00ecnh N.I.P<\/p>\n

4. M\u00f4 h\u00ecnh Chi\u1ebfn l\u01b0\u1ee3c 7P<\/p>\n

5. M\u00f4 h\u00ecnh \u0110\u1ecbnh v\u1ecb \u0110a S\u1ea3n Ph\u1ea9m<\/p>\n

6. M\u00f4 h\u00ecnh Ph\u1eabu H\u00ecnh \u1ea3nh Th\u01b0\u01a1ng hi\u1ec7u<\/p>\n

7. M\u00f4 h\u00ecnh Brand Audit \u2013 \u0110\u00e1nh gi\u00e1 Th\u01b0\u01a1ng hi\u1ec7u<\/p>\n

8. M\u00f4 h\u00ecnh T\u01b0 duy Marketing<\/p>\n

9. M\u00f4 h\u00ecnh Song h\u00e0nh Innovation<\/p>\n

10. M\u00f4 h\u00ecnh Th\u01b0\u01a1ng hi\u1ec7u Chu\u1ed7i S\u1ea3n ph\u1ea9m<\/p>\n

Qu\u1ea3n tr\u1ecb Th\u01b0\u01a1ng hi\u1ec7u l\u00e0 m\u1ed9t ph\u00e2n ng\u00e0nh cao c\u1ea5p c\u1ee7a marketing hi\u1ec7n \u0111\u1ea1i. Cho \u0111\u1ebfn nay c\u00e1c ch\u01b0\u01a1ng tr\u00ecnh \u0111\u00e0o t\u1ea1o b\u1eadc \u0111\u1ea1i h\u1ecdc v\u00e0 sau \u0111\u1ea1i h\u1ecdc v\u1eabn \u0111ang ti\u1ebfn h\u00e0nh c\u1eadp nh\u1eadt h\u1ec7 th\u1ed1ng l\u00fd thuy\u1ebft v\u00e0 ph\u01b0\u01a1ng ph\u00e1p lu\u1eadn v\u1ed1n \u0111\u01b0\u1ee3c c\u00e1c t\u1eadp \u0111o\u00e0n th\u01b0\u01a1ng hi\u1ec7u \u0111a-qu\u1ed1c \u2013gia nghi\u00ean c\u1ee9u \u00e1p d\u1ee5ng th\u00e0nh c\u00f4ng.<\/p>\n

Qu\u1ea3n tr\u1ecb Th\u01b0\u01a1ng hi\u1ec7u t\u00edch h\u1ee3p \u0111\u1ea7u cu\u1ed1i nh\u1eefng h\u1ec7 th\u1ed1ng qu\u1ea3n tr\u1ecb ch\u1ea5t l\u01b0\u1ee3ng, qu\u1ea3n tr\u1ecb marketing, qu\u1ea3n tr\u1ecb s\u00e1ng t\u1ea1o th\u01b0\u01a1ng hi\u1ec7u (brand creative) v\u00e0 \u0111\u1ed9t ph\u00e1 marketing (marketing innovation), qu\u1ea3n tr\u1ecb h\u1ec7 th\u1ed1ng cung \u1ee9ng (supply chain) v\u00e0 h\u1ec7 th\u1ed1ng ph\u00e2n ph\u1ed1i (k\u1ec3 c\u1ea3 h\u1eadu c\u1ea7n), qu\u1ea3n tr\u1ecb h\u1ec7 th\u1ed1ng th\u00f4ng tin marketing (MMIS) v\u00e0 h\u1ec7 th\u1ed1ng th\u00f4ng tin t\u00edch h\u1ee3p (ERP).
\nNh\u01b0 v\u1eady c\u00f3 th\u1ec3 th\u1ea5y Qu\u1ea3n tr\u1ecb Th\u01b0\u01a1ng hi\u1ec7u nh\u00ecn chung c\u00f3 t\u00ednh ph\u1ed5 qu\u00e1t v\u00e0 to\u00e0n di\u1ec7n h\u01a1n nhi\u1ec1u so v\u1edbi nh\u1eadn th\u1ee9c c\u1ee7a ph\u1ea7n l\u1edbn nh\u00e0 doanh nghi\u1ec7p Vi\u1ec7t Nam hi\u1ec7n nay v\u1ed1n \u0111a ph\u1ea7n v\u1eabn c\u00f2n nh\u1ea7m l\u1eabn th\u01b0\u01a1ng hi\u1ec7u (brand) v\u1edbi nh\u00e3n hi\u1ec7u (trade-mark); ho\u1eb7c l\u00e0 s\u1ef1 thi\u00ean l\u1ec7ch c\u1ee7a gi\u1edbi qu\u1ea3ng c\u00e1o truy\u1ec1n th\u00f4ng ch\u1ec9 x\u00e9t d\u01b0\u1edbi g\u00f3c \u0111\u1ed9 x\u00e2y d\u1ef1ng h\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u b\u00ean ngo\u00e0i (y\u1ebfu t\u1ed1 P4 trong \u00edt nh\u1ea5t l\u00e0 4P, ho\u1eb7c 7P nh\u01b0 m\u00f4 h\u00ecnh qu\u1ea3n tr\u1ecb do chuy\u00ean gia \u0111\u1ec1 x\u01b0\u1edbng).<\/p>\n

V\u00ec v\u1eady trong b\u00e0i vi\u1ebft n\u00e0y sau khi b\u1ecf qua m\u1ed9t ch\u00fat do d\u1ef1 v\u1ec1 t\u00ednh ch\u1ea5t kh\u00e1c bi\u1ec7t c\u1ee7a v\u1ea5n \u0111\u1ec1 \u0111\u00e3 n\u00eau so v\u1edbi th\u1ef1c t\u1ebf Vi\u1ec7t Nam ngo\u1ea1i tr\u1eeb m\u1ed9t s\u1ed1 \u00edt doanh nghi\u1ec7p th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh \u0111\u00fang ngh\u0129a, t\u00e1c gi\u1ea3 m\u1ea1nh d\u1ea1n kh\u1eb3ng \u0111\u1ecbnh r\u1eb1ng ph\u1ea7n \u0111\u00f4ng doanh nghi\u1ec7p Vi\u1ec7t Nam ch\u01b0a n\u1eafm b\u1eaft nh\u1eefng h\u1ec7 th\u1ed1ng qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u to\u00e0n di\u1ec7n nh\u01b0 l\u00e0 m\u1ed9t b\u1ed9 x\u01b0\u01a1ng s\u1ed1ng chi\u1ebfn l\u01b0\u1ee3c v\u00e0 t\u1ed5 ch\u1ee9c doanh nghi\u1ec7p m\u00ecnh, nh\u01b0 m\u00f4 h\u00ecnh so s\u00e1nh sau \u0111\u00e2y gi\u1eefa hai lu\u1ed3ng t\u01b0 duy chi\u1ebfn l\u01b0\u1ee3c c\u0169 v\u00e0 t\u01b0 duy chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u \u0111\u00edch th\u1ef1c th\u00f4ng qua m\u1ed9t c\u1ea5u tr\u00fac so s\u00e1nh do Interbrand \u0111\u1ec1 x\u01b0\u1edbng nh\u01b0 sau (h\u00ecnh minh h\u1ecda c\u1ee7a Interbrand):<\/p>\n

Brand Strategy trong t\u01b0 duy c\u0169 l\u00e0 m\u1ed9t v\u1ecb tr\u00ed ch\u1ee9c n\u0103ng \u0111\u1ee9ng phi\u00e1 sau Marketing, c\u00f2n trong quan \u0111i\u1ec3m m\u1edbi th\u00ec Brand Strategy \u0111\u1ee9ng \u1edf v\u1ecb tr\u00ed c\u01a1 b\u1ea3n v\u00e0 trung t\u00e2m v\u00e0 chi ph\u1ed1i t\u1ea5t c\u1ea3 c\u00e1c ch\u1ee9c n\u0103ng kh\u00e1c. \u0110i\u1ec1u n\u00e0y \u0111\u00e3 \u0111\u01b0\u1ee3c ch\u1ee9c minh qua th\u1ef1c t\u1ebf c\u1ee7a c\u00e1c \u0111\u1ea1i th\u01b0\u01a1ng hi\u1ec7u h\u00e0ng \u0111\u1ea7u th\u1ebf gi\u1edbi trong \u0111\u00f3 vi\u1ec7c qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c quy\u1ec1n l\u00e3nh \u0111\u1ea1o c\u00e1c ch\u1ee9c n\u0103ng qu\u1ea3n tr\u1ecb kh\u00e1c.<\/p>\n

\u0110\u1ec3 c\u00f3 \u0111\u01b0\u1ee3c t\u01b0 duy n\u00e0y tr\u01b0\u1edbc ti\u00ean \u0111\u1ed9c gi\u1ea3 ph\u1ea3i t\u00e1i \u0111\u1ecbnh ngh\u0129a cho \u0111\u00fang \u2018th\u01b0\u01a1ng hi\u1ec7u bao g\u1ed3m c\u1ea3 s\u1ea3n ph\u1ea9m\u2019 ch\u1ee9 kh\u00f4ng ph\u1ea3i \u2018th\u01b0\u01a1ng hi\u1ec7u l\u00e0 m\u1ed9t b\u1ed9 ph\u1eadn c\u1ee7a s\u1ea3n ph\u1ea9m\u2019.<\/p>\n

(1) M\u00f4 h\u00ecnh K\u00e9o v\u00e0 \u0110\u1ea9y<\/strong><\/p>\n

M\u1ed9t khi \u0111\u00e3 x\u00e1c \u0111\u1ecbnh th\u01b0\u01a1ng hi\u1ec7u k\u00e0 y\u1ebfu t\u1ed1 chi\u1ebfn l\u01b0\u1ee3c v\u00e0 y\u1ebfu t\u1ed1 trung t\u00e2m, m\u00f4 h\u00ecnh K\u00e9o v\u00e0 \u0110\u1ea9y x\u00e1c l\u1eadp tr\u01b0\u1edbc ti\u00ean l\u1ea7y th\u01b0\u01a1ng hi\u1ec7u (s\u1ea3n ph\u1ea9m) l\u00e0m tr\u1ecdng t\u00e2m, L\u1ef1c K\u00e9o n\u1eb1m b\u00ean tr\u00e1i v\u00e0 L\u1ee9c \u0110\u1ea9y n\u1eb1m b\u00ean ph\u1ea3i, c\u1ea3 hai c\u00f9ng t\u00e1c \u0111\u1ed9ng v\u00e0o th\u01b0\u01a1ng hi\u1ec7u t\u1ea1o ra s\u1ed1 v\u00f2ng lu\u00e2n chuy\u1ec3n cao.<\/p>\n

L\u1ef1c K\u00e9o t\u1ea1o ra do nh\u1eefng n\u1ed7 l\u1ef1c marketing above-the-line (qu\u1ea3ng b\u00e1 h\u00ecnh \u1ea3nh) nh\u1eafm \u0111\u1ebfn c\u00f4ng ch\u00fang v\u00e0 ng\u01b0\u1eddi ti\u00eau d\u00f9ng, hay n\u00f3i c\u00e1ch kh\u00e1c s\u1ed1 ng\u01b0\u1eddi ti\u00eau d\u00f9ng k\u1ef3 v\u1ecdng \u0111\u1ea1t \u0111\u01b0\u1ee3c c\u00e0ng l\u1edbn th\u00ec l\u1ef1c k\u00e9o c\u1ee7a m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u (s\u1ea3n ph\u1ea9m) c\u00e0ng l\u1edbn; L\u1ef1c \u0110\u1ea9y t\u1ea1o ra do c\u00e1ch n\u1ed7 l\u1ef1c marketing below-the-line (th\u00fac \u0111\u1ea9y ph\u00e2n ph\u1ed1i & b\u00e1n h\u00e0ng) nh\u1eafm \u0111\u1ebfn ng\u01b0\u1eddi b\u00e1n (the trade) th\u00f4ng qua nhi\u1ec1u ho\u1ea1t \u0111\u1ed9ng ph\u00e1t tri\u1ec3n ph\u00e2n ph\u1ed1i, b\u00e1n l\u1ebb, tr\u01b0ng b\u00e0y v\u00e0 nhi\u1ec1u ho\u1ea1t \u0111\u1ed9ng marketing kh\u00e1c ngay t\u1ea1i \u0111i\u1ec3m b\u00e1n h\u00e0ng t\u1eeb \u0111\u00f3 t\u1ea1o ra L\u1ef1c \u0110\u1ea9y.<\/p>\n

(2) M\u00f4 h\u00ecnh chi\u1ebfn l\u01b0\u1ee3c P3 & P4<\/strong><\/p>\n

T\u01b0\u01a1ng \u1ee9ng v\u1edbi M\u00f4 h\u00ecnh K\u00e9o v\u00e0 \u0110\u1ea9y l\u00e0 m\u00f4 h\u00ecnh t\u01b0 duy chi\u1ebfn l\u01b0\u1ee3c P3 & P4 trong \u0111\u00f3 P4 (trong 4P) mang \u00fd ngh\u0129a x\u00e2y d\u1ef1ng qu\u1ea3ng b\u00e1 th\u01b0\u01a1ng hi\u1ec7u (s\u1ea3n ph\u1ea9m) \u0111\u1ed3ng th\u1eddi P3 mang \u00fd ngh\u0129a ph\u00e1t tri\u1ec3n Ph\u00e2n ph\u1ed1i v\u00e0 th\u00fac \u0111\u1ea9y b\u00e1n h\u00e0ng. N\u00f3i t\u00f3m l\u1ea1i P3 t\u01b0\u01a1ng x\u1ee9ng v\u1edbi L\u1ef1c \u0110\u1ea9y v\u00e0 P4 t\u01b0\u01a1ng x\u1ee9ng v\u1edbi L\u1ef1c K\u00e9o.<\/p>\n

T\u01b0 duy chi\u1ebfn l\u01b0\u1ee3c P3 & P4 ngo\u00e0i v\u1ea5n \u0111\u1ec1 gi\u1ea3i th\u00edch \u00fd ngh\u0129a s\u00e2u s\u1eafc c\u1ee7a m\u00f4 h\u00ecnh K\u00e9o v\u00e0 \u0110\u1ea9y trong qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u, \u0111\u00e2y c\u00f2n l\u00e0 t\u01b0 duy n\u00e2ng t\u1ea7m kinh t\u1ebf v\u0129 m\u00f4, \u0111\u00f3 l\u00e0 s\u1ef1 thay \u0111\u1ed5i v\u1ec1 t\u01b0 duy kinh t\u1ebf t\u1eeb gia c\u00f4ng sang chi\u1ebfn l\u01b0\u1ee3c l\u00e0m ch\u1ee7 th\u00f4ng qua hai nh\u00f3m gi\u1ea3i ph\u00e1p th\u01b0\u01a1ng hi\u1ec7u (s\u1ea3n ph\u1ea9m ho\u00e0n ch\u1ec9nh, s\u1ea3n ph\u1ea9m \u0111\u1ea7u cu\u1ed1i) v\u00e0 nh\u00f3m gi\u1ea3i ph\u00e1p ph\u00e2n ph\u1ed1i \u0111\u1ebfn tay ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u00e0 li\u00ean t\u1ee5c theo d\u00f5i qu\u00e1 tr\u00ecnh b\u00e0n h\u00e0ng v\u00e0 ch\u0103m s\u00f3c kh\u00e1ch h\u00e0ng.<\/p>\n

C\u00e1c Qu\u1ed1c Gia ph\u00e1t tri\u1ec3n, m\u00e0 c\u1ee5 th\u1ec3 l\u00e0 nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u cao c\u1ea5p h\u00e0ng \u0111\u1ea7u khi ph\u00e1t tri\u1ec3n m\u00f4 h\u00ecnh \u0111\u1ecbnh h\u01b0\u1edbng P3 & P4 (l\u00e0 c\u00e1ch g\u1ecdi ri\u00eang c\u1ee7a chuy\u00ean gia) th\u00ec s\u1eed d\u1ee5ng m\u1ed9t m\u1ef9 t\u1eeb l\u00e0 \u2018s\u1ef1 ph\u00e2n c\u00f4ng lao \u0111\u1ed9ng qu\u1ed1c t\u1ebf\u2019 cho r\u1eb1ng c\u00e1c n\u01b0\u1edbc ngh\u00e8o (th\u1ebf gi\u1edbi th\u1ee9 ba) ch\u1ec9 n\u00ean tham gia s\u1ea3n xu\u1ea5t gia c\u00f4ng v\u1edbi gi\u00e1 r\u1ebb (P1&P2) c\u00f2n c\u00e1c t\u1eadp \u0111o\u00e0n n\u00e0y t\u1eadp trung v\u00e0o nh\u1eefng ph\u00e2n kh\u00fac th\u1eb7ng d\u01b0 cao (80% trong chu\u1ed7i gi\u00e1 tr\u1ecb) v\u00e0 h\u01b0\u1edfng l\u1ee3i.<\/p>\n

Ch\u00ednh t\u1ed5 ch\u1ee9c Oxfam trong t\u01b0 t\u01b0\u1edfng Fairtrade \u0111\u00e3 ch\u1ec9 ra s\u1ef1 b\u1ea5t c\u00f4ng n\u00e0y v\u00e0 k\u00eau g\u1ecdi ch\u00ednh c\u00e1c t\u1eadp \u0111o\u00e0n gi\u00e0u c\u00f3 h\u00e3y chia s\u1ebb b\u1edbt quy\u1ec1n l\u1ee3i cho ng\u01b0\u1eddi n\u00f4ng d\u00e2n \u1edf c\u00e1c n\u01b0\u1edbc ngh\u00e8o. T\u1eeb c\u00e1ch \u0111\u00e2y 10 n\u0103m ch\u00fang ta \u0111\u00e3 nh\u1eadn r\u00f5 v\u1ea5n \u0111\u1ec1 n\u00e0y, c\u00e1c chuy\u00ean gia vh\u00fang t\u00f4i c\u0169ng b\u00ean b\u1ec9 tuy\u00ean truy\u1ec1n, t\u00e1c gi\u1ea3 \u0111\u00e3 c\u00f3 nh\u1eefng b\u00e0i vi\u1ebft tr\u00ean c\u00e1c b\u00e1o kinh t\u1ebf, trong \u0111\u00f3 m\u1ed9t b\u00e0i vi\u1ebft v\u1edbi c\u00e1i t\u00ean kh\u00e1 \u1ea5n t\u01b0\u1ee3ng l\u00e0 “Chi\u1ebfn l\u01b0\u1ee3c Gia c\u00f4ng, N\u1ed7i \u0111au nh\u01b0\u1ee3c ti\u1ec3u\u201d \u0111\u0103ng tr\u00ean Th\u1eddi b\u00e1o Kinh t\u1ebf S\u00e0i G\u00f2n.
\n(3) M\u00f4 h\u00ecnh N.I.P<\/strong><\/p>\n

M\u00f4 h\u00ecnh n\u00e0y \u0111\u01a1n gi\u1ea3n l\u00e0 s\u1ef1 k\u1ebft h\u1ee3p Ba m\u00f4 h\u00ecnh th\u00e0nh ph\u1ea7n, trong \u0111\u00f3 N. ch\u00ednh l\u00e0 Th\u00e1p Nhu c\u1ea7u c\u1ee7a Abraham Maslow r\u1ea5t n\u1ed5i ti\u1ebfng m\u00e0 ai c\u0169ng bi\u1ebft; k\u1ebf \u0111\u1ebfn I. l\u00e0 m\u00f4 h\u00ecnh th\u00e1p Thu nh\u1eadp trong demographic g\u1ed3m 5 n\u1ea5c thu nh\u1eadp ti\u00eau bi\u1ec3u t\u00ednh b\u1eb1ng A,B,C,D v\u00e0 E\/F.<\/p>\n

Trong m\u00f4 h\u00ecnh N.I.P. sau khi ph\u00e2n t\u00edch kh\u00e1ch h\u00e0ng (v\u00e0 th\u1ecb tr\u01b0\u1eddng) d\u1ef1a tr\u00ean hai nh\u00f3m y\u1ebfu t\u1ed1 c\u01a1 s\u1edf l\u00e0 Needs v\u00e0 Incomes ch\u00fang ta thi\u1ebft l\u1eadp c\u01a1 s\u1edf \u0111\u1ecbnh v\u1ecb s\u1ea3n ph\u1ea9m (v\u00e0 th\u01b0\u01a1ng hi\u1ec7u) th\u00f4ng qua m\u00f4 th\u1ee9c \u0111\u1ecbnh ngh\u0129a s\u1ea3n ph\u1ea9m 5 b\u1eadc day tr\u00ean t\u1ef7 tr\u1ecdng % l\u1ee3i \u00edch (hay gi\u00e1 tr\u1ecb k\u1ef3 v\u1ecdng) c\u1ee7a L\u00fd t\u00ednh v\u00e0 C\u1ea3m t\u00ednh, t\u1eeb \u0111\u00f3 thi\u1ebft l\u1eadp n\u00ean gi\u1ea3i ph\u00e1p th\u1ec3 hi\u1ec7n qua s\u1ea3n ph\u1ea9m & th\u01b0\u01a1ng hi\u1ec7u. M\u00f4 th\u1ee9c NIP kh\u00f4ng ch\u1ec9 gi\u00fap s\u00e1ng t\u1ea1o kh\u1ea3 thi v\u1ec1 m\u1ed9t s\u1ea3n ph\u1ea9m hay th\u01b0\u01a1ng hi\u1ec7u d\u01a1n l\u1ebb, m\u00e0 n\u00f3 c\u00f2n x\u00e1c l\u1eadp m\u1ed9t t\u1ed5 h\u1ee3p \u0111a s\u1ea3n ph\u1ea9m nh\u1eafm v\u00e0o nh\u1eefng n\u1ea5c ph\u00e2n kh\u00fac kh\u00e1c nhau c\u1ee7a kh\u00e1ch h\u00e0ng v\u00e0 th\u1ecb tr\u01b0\u1eddng.<\/p>\n

M\u00f4 h\u00ecnh NIP c\u00f2n gi\u00fap gi\u1ea3i quy\u1ebft \u0111\u01b0\u1ee3c ph\u00e2n t\u00edch ng\u00e2n s\u00e1ch \u0111\u1ea7u t\u01b0 qu\u1ea3ng b\u00e1 th\u01b0\u01a1ng hi\u1ec7u day tr\u00ean t\u1ef7 l\u1ec7 ph\u00e2n tr\u0103m gi\u00e1 tr\u1ecb c\u1ea3m t\u00ednh hi\u1ec7n h\u1eefu kh\u00e1c nhau theo ch\u1ee7ng lo\u1ea1i s\u1ea3n ph\u1ea9m v\u00e0 ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng theo chi\u1ec1u d\u1ecdc.<\/p>\n

Ch\u1eb3ng h\u1ea1n m\u1ed9t quy \u0111\u1ecbnh v\u1ec1 t\u00e0i ch\u00ednh c\u1ee7a ch\u00ednh ph\u1ee7 gi\u1edbi h\u1ea1n % chi qu\u1ea3ng c\u00e1o (% theo t\u1ed5ng m\u1ee9c doanh thu c\u1ee7a doanh nghi\u1ec7p) l\u00e0 kh\u00f4ng c\u00f3 c\u01a1 s\u1edf khoa h\u1ecdc v\u00ec m\u1ed7i ng\u00e0nh ngh\u1ec1 c\u00f3 \u0111\u1eb7c th\u00f9 L\u00fd tinh & C\u1ea3m t\u00ednh kh\u00e1c nhau v\u00e0 t\u1ef7 l\u1ec7 % qu\u1ea3ng c\u00e1o trung b\u00ecnh c\u0169ng theo \u0111\u00f3 m\u00e0 kh\u00e1c nhau. \u0110i\u1ec1u n\u00e0y l\u00fd thuy\u1ebft Kinh t\u1ebf V\u0129 m\u00f4 kh\u00f3 m\u00e0 gi\u1ea3i th\u00edch \u0111\u01b0\u1ee3c.<\/p>\n

(4) M\u00f4 h\u00ecnh Chi\u1ebfn l\u01b0\u1ee3c 7P<\/strong><\/p>\n

Chuy\u00ean gia th\u01b0\u01a1ng hi\u1ec7u V\u00f5 V\u0103n \u0111\u00e3 nghi\u00ean c\u1ee9u \u0111\u00fac k\u1ebft m\u00f4 h\u00ecnh 7P Marketing trong v\u00f2ng 5 n\u0103m (1999-2004) v\u00e0 ki\u1ec3m ch\u1ee9ng th\u1ef1c t\u1ebf cho \u0111\u1ebfn th\u1eddi gian g\u1ea7n \u0111\u00e2y th\u00f4ng qua th\u1ef1c t\u1ebf qu\u1ea3n tr\u1ecb, t\u01b0 v\u1ea5n v\u00e0 \u0111\u00e0o t\u1ea1o doanh nghi\u1ec7p.<\/p>\n

Nh\u1edd t\u00ednh ch\u1ea5t \u0111a n\u1ea5c v\u00e0 t\u00ednh t\u00edch h\u1ee3p, m\u00f4 h\u00ecnh 7P Marketing r\u1ea5t h\u1eefu \u00edch t\u1eeb vi\u1ec7c \u0111\u01b0a ra chi\u1ebfn l\u01b0\u1ee3c to\u00e0n di\u1ec7n, x\u00e1c l\u1eadp b\u1ed9 m\u00e1y t\u1ed5 ch\u1ee9c, ph\u00e2n c\u1ea5p qu\u1ea3n l\u00fd v\u00e0 x\u00e2y d\u1ef1ng v\u0103n ho\u00e1 doanh nghi\u1ec7p. Trong \u0111\u00f3 y\u1ebfu t\u1ed1 th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c thi\u1ebft l\u1eadp xuy\u00ean su\u1ed1t trong 3 n\u1ea5c, n\u1ea5c 1 l\u00e0 nh\u00f3m 4P \u0111\u1ecbnh h\u01b0\u1edbng th\u1ecb tr\u01b0\u1eddng, n\u1ea5c 2 (P5 & P6) l\u00e0 n\u1ea5c qu\u1ea3n tr\u1ecb, v\u00e0 n\u1ea5c 3 (P7) l\u00e0 t\u1ea7m nh\u00ecn v\u00e0 tri\u1ebft l\u00fd doanh nghi\u1ec7p hay t\u1ed5 ch\u1ee9c.<\/p>\n

Ngo\u00e0i ra trong nh\u1eefng ch\u01b0\u01a1ng tr\u00ecnh \u0111\u00e0o t\u1ea1o v\u00e0 t\u01b0 v\u1ea5n doanh nghi\u1ec7p th\u1eddi gian g\u1ea7n \u0111\u00e2y, ch\u00fang t\u00f4i c\u00f2n x\u00e2y d\u1ef1ng m\u00f4 h\u00ecnh 7P theo m\u00f4 th\u1ee9c \u0111\u00e1nh gi\u00e1 (marketing audit) \u0111\u1ed1i v\u1edbi m\u1ed9t doanh nghi\u1ec7p hay m\u00f4t \u0111\u01a1n th\u1ec3 th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n

(5) M\u00f4 h\u00ecnh \u0110\u1ecbnh v\u1ecb \u0110a-S\u1ea3n-ph\u1ea9m<\/strong><\/p>\n

M\u1ed9t chi\u1ebfn l\u01b0\u1ee3c doanh nghi\u1ec7p th\u00e0nh c\u00f4ng ng\u00e0y nay kh\u00f4ng bao gi\u1edd day tr\u00ean m\u1ed9t s\u1ea3n ph\u1ea9m \u0111\u01a1n l\u1ebb. Ngay c\u1ea3 m\u1ed9t doanh nghi\u1ec7p t\u01b0\u1edfng ch\u1eebng nh\u01b0 \u0111\u01a1n ng\u00e0nh (vd: C\u00f4ng ty SJC ch\u1eb3ng h\u1ea1n) trong th\u1eddi \u0111i\u1ec3m kh\u1ee7ng ho\u1ea3ng th\u1ecb tr\u01b0\u1eddng v\u00e0ng b\u1ed1i c\u1ea3nh hi\u1ec7n nay (3-2011) c\u0169ng ph\u1ea3i nhanh ch\u00f3ng m\u1edf r\u1ed9ng th\u00eam l\u0129nh v\u1ef1c ch\u1ebf t\u00e1c & kinh doanh trang s\u1ee9c, m\u1ed9t ng\u00e0nh v\u1ed1n ch\u1ec9 chi\u1ebfm t\u1ef7 tr\u1ecdng r\u1ea5t nh\u1ecf trong c\u1ea5u tr\u00fac doanh s\u1ed1 SJC nhi\u1ec1u n\u0103m qua.<\/p>\n

Trong c\u1ea5u tr\u00fac s\u1ea3n ph\u1ea9m c\u1ee7a m\u1ed9t h\u00e3ng xe h\u01a1i ch\u1eb3ng h\u1ea1n ch\u00fang ta nh\u1eadn th\u1ea5y r\u00f5 m\u1ed9t c\u01a1 c\u1ea5u \u0111\u1ecbnh v\u1ecb r\u1ea5t \u0111\u1ea7y \u0111\u1ee7 theo c\u1ea3 2 h\u01b0\u1edbng, h\u01b0\u1edbng d\u1ecdc day theo n\u1ea5c gi\u00e1 v\u00e0 h\u01b0\u1edbng ngang d\u1ef1a theo c\u00f4ng d\u1ee5ng, s\u1edf th\u00edch c\u1ea3m t\u00ednh t\u1eeb kh\u00e1ch h\u00e0ng\u2026<\/p>\n

T\u1eeb m\u1ed9t \u2018ma tr\u1eadn\u2019 t\u1ed5 h\u1ee3p 2 chi\u1ec1u n\u00e0y ch\u00fang ta thi\u1ebft l\u1eadp v\u1ec1 nguy\u00ean l\u00fd th\u1ea5y \u0111\u01b0\u1ee3c m\u1ed9t t\u1ed5 h\u1ee3p \u0111\u1ecbnh v\u1ecb \u0111a s\u1ea3n ph\u1ea9m r\u1ea5t \u0111\u1ea7y \u0111\u1ee7, t\u1eeb \u0111\u00f3 ti\u1ebfp t\u1ee5c ph\u00e2n t\u00edch c\u1ea1nh tranh v\u00e0 ti\u1ec1m n\u0103ng (potentiality) \u0111\u1ec3 ch\u1ecdn l\u1ecdc m\u1ed9t t\u1ed5 h\u1ee3p \u0111\u1ecbnh v\u1ecb \u0111a s\u1ea3n ph\u1ea9m cho ph\u00f9 h\u1ee3p \u0111\u1ec3 h\u00ecnh th\u00e0nh c\u00e1i th\u01b0\u1eddng g\u1ecdi l\u00e0 ki\u1ebfn tr\u00fac th\u01b0\u01a1ng hi\u1ec7u (m\u1ed9t m\u1ef9 t\u1eeb) hay l\u00e0 m\u1ed9t t\u1ed5 h\u1ee3p s\u1ea3n ph\u1ea9m (product\/brand portfolio) mang t\u00ednh t\u1ed1i \u01b0u v\u00e0 kh\u1ea3 thi.<\/p>\n

Trong v\u00ed d\u1ee5 tr\u00ean \u0111\u00e2y v\u1ec1 th\u1ecb tr\u01b0\u1eddng xe h\u01a1i, ngay t\u1ea1i Vi\u1ec7t Nam Toyota \u0111\u00e3 khai th\u00e1c t\u1ed1t c\u00e1c ph\u00e2n kh\u00fac kh\u00e1c nhau theo chi\u1ec1u d\u1ecdc c\u1ee7a sedan v\u00e0 d\u1eabn \u0111\u1ea7u d\u00f2ng MPV b\u1edfi Innova, trong khi t\u1ea1i M\u1ef9 h\u00e3ng Ford r\u1ea5t ch\u00fa tr\u1ecdng khai th\u00e1c s\u1ea3n ph\u1ea9m SUV (xe h\u01a1i t\u00ednh n\u0103ng th\u1ec3 thao) b\u1eb1ng m\u1ed9t t\u1ed5 h\u1ee3p 3 n\u1ea5c c\u1ee7a d\u00f2ng SUV l\u00e0 Ford Escape < Ford Explorer v\u00e0 < Ford Expedition.<\/p>\n

M\u00f4 h\u00ecnh \u0111\u1ecbnh v\u1ecb \u0111a-s\u1ea3n-ph\u1ea9m theo hai chi\u1ec1u c\u01a1 b\u1ea3n r\u1ea5t ph\u1ed5 bi\u1ebfn trong th\u1ef1c t\u1ebf qu\u1ea3n tr\u1ecb chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u nh\u1edd t\u00ednh kh\u00e1i qu\u00e1t cao v\u00e0 day tr\u00ean l\u00fd nhu c\u1ea7u \u0111a d\u1ea1ng c\u1ee7a kh\u00e1ch h\u00e0ng khai th\u00e1c nguy\u00ean l\u00fd c\u01a1 b\u1ea3n v\u1ec1 \u0111\u1ecbnh ngh\u0129a\/\u0111\u1ecbnh v\u1ecb s\u1ea3n ph\u1ea9m tr\u00ean quan \u0111i\u1ec3m kh\u00e1ch h\u00e0ng. V\u00ec th\u1ebf quy v\u1ecb c\u00f3 th\u1ec3 \u1ee9ng d\u1ee5ng m\u00f4 h\u00ecnh n\u00e0y trong t\u1ea5t c\u1ea3 c\u00e1c l\u0129nh v\u1ef1c \u2018s\u1ea3n ph\u1ea9m \u0111\u1ea7u cu\u1ed1i\u2019 (end-product, consumer product).<\/p>\n

(6) Ph\u1eabu h\u00ecnh \u1ea3nh Th\u01b0\u01a1ng hi\u1ec7u<\/strong><\/p>\n

M\u00f4 h\u00ecnh n\u00e0y ch\u1ec9 th\u00edch h\u1ee3p cho nh\u1eefng ai th\u1ef1c s\u1ef1 quan t\u00e2m nghi\u00ean c\u1ee9u & \u1ee9ng d\u1ee5ng qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u chuy\u00ean s\u00e2u. Trong th\u1ef1c t\u1ebf m\u00f4 h\u00ecnh n\u00e0y ch\u1ec9 hi\u1ec7n di\u1ec7n (m\u1ed9t c\u00e1ch b\u00ed m\u1eadt) b\u00ean trong nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u h\u00e0ng \u0111\u1ea7u, th\u01b0\u01a1ng hi\u1ec7u t\u1eadp \u0111o\u00e0n v\u00e0 th\u01b0\u01a1ng hi\u1ec7u cao c\u1ea5p (vd: Heineken).<\/p>\n

\u0110\u1ed1i v\u1edbi m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ecba danh, ch\u00fang t\u00f4i c\u0169ng \u0111\u00e3 nghi\u00ean c\u1ee9u m\u00f4 h\u00ecnh L\u1ee5c Gi\u00e1c c\u1ee7a Simon Anholt x\u00e2y d\u1ef1ng bi\u1ebfn th\u1ec3 l\u01b0\u1ee3ng ho\u00e1 d\u1ef1a tr\u00ean m\u00f4 h\u00ecnh Ph\u1eabu h\u00ecnh \u1ea3nh v\u00e0 thi\u1ebft l\u1eadp Ph\u1eabu th\u01b0\u01a1ng hi\u1ec7u cho th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ecba danh nh\u01b0 trong t\u00ecnh hu\u1ed1ng Th\u01b0\u01a1ng hi\u1ec7u Du l\u1ecbch S\u00e0i G\u00f2n Tp H\u1ed3 Ch\u00ed Minh.<\/p>\n

\u0110\u00e3 c\u00f3 m\u1ed9t s\u00f4 h\u1ecdc gi\u1ea3 th\u1eeba nh\u1eadn ph\u01b0\u01a1ng ph\u00e1p c\u00f3 nhi\u1ec1u \u0111i\u1ec3m t\u01b0\u01a1ng \u0111\u1ed3ng v\u1edbi kh\u00e1i ni\u1ec7m B\u1ed9 M\u00e3 Gien th\u01b0\u01a1ng hi\u1ec7u. Th\u1ef1c t\u1ebf Ph\u1eabu h\u00ecnh \u1ea3nh mang l\u1ea1i nh\u1eefng l\u1ee3i \u00edch r\u1ea5t s\u00e2u s\u1eafc trong vi\u1ec7c nghi\u00ean c\u1ee9u h\u00ecnh \u1ea3nh, qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u v\u00e0 s\u00e1ng t\u1ea1o th\u01b0\u01a1ng hi\u1ec7u. Kh\u1ea3 n\u0103ng t\u1ed1i thi\u1ec3u \u0111\u1ed1i v\u1edbi ph\u01b0\u01a1ng ph\u00e1p Ph\u1eabu h\u00ecnh \u1ea3nh \u0111\u00f3 l\u00e0 c\u00e1c nh\u00e0 qu\u1ea3n tr\u1ecb c\u00f3 th\u1ec3 x\u00e2u chu\u1ed7i gi\u00e1 tr\u1ecb hay t\u00ednh th\u01b0\u01a1ng hi\u1ec7u v\u1edbi nh\u1eefng th\u1ef1c t\u1ebf s\u1ea3n ph\u1ea9m \u0111\u1ec3 hi\u1ec7n th\u1ef1c ho\u00e1 l\u1eddi h\u01b0\u00e1 th\u01b0\u01a1ng hi\u1ec7u th\u00f4ng qua tr\u1ea3i nghi\u1ec7m c\u00f3 \u0111\u1ecbnh h\u01b0\u1edbng.<\/p>\n

H\u00ecnh \u1ea3nh minh h\u1ecda sau \u0111\u00e2y l\u00e0 v\u00ed d\u1ee5 th\u1ef1c t\u1ebf trong vi\u1ec7c s\u00e1ng t\u1ea1o th\u00f4ng \u0111i\u1ec7p th\u01b0\u01a1ng hi\u1ec7u petro 28 s\u1eed d\u1ee5ng ph\u01b0\u01a1ng ph\u00e1p ph\u1eabu h\u00ecnh \u1ea3nh.<\/p>\n

(7) M\u00f4 h\u00ecnh Brand Audit \u2013 \u0110\u00e1nh gi\u00e1 Th\u01b0\u01a1ng hi\u1ec7u<\/strong><\/p>\n

Brand Audit c\u00f3 r\u1ea5t nhi\u1ec1u ph\u01b0\u01a1ng ph\u00e1p v\u1edbi \u1ee9ng d\u1ee5ng kh\u00e1c nhau t\u1eeb \u0111\u00e1nh gi\u00e1 qu\u1ea3n tr\u1ecb marketing, \u0111\u00e1nh gi\u00e1 hi\u1ec7u qu\u1ea3 th\u01b0\u01a1ng hi\u1ec7u v\u00e0 \u0111i s\u00e2u h\u01a1n \u0111\u00f3 l\u00e0 \u0111\u00e1nh gi\u00e1 nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u. M\u00f4 h\u00ecnh do chuy\u00ean gia th\u01b0\u01a1ng hi\u1ec7u V\u00f5 V\u0103n Quang thi\u1ebft l\u1eadp h\u01b0\u1edbng v\u00e0o \u0111\u00e1nh gi\u00e1 hi\u1ec7u qu\u1ea3 th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n

M\u1ed9t Th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh ph\u1ea3i mang l\u1ea1i hi\u1ec7u qu\u1ea3 kinh doanh \u0111\u00edch th\u1ef1c, trong \u0111\u00f3 g\u1ed3m hai hi\u1ec7u qu\u1ea3, hi\u1ec7u qu\u1ea3 ng\u1eafn h\u1ea1n l\u1ea1i mang l\u1ea1i doanh s\u1ed1 trong v\u00f2ng m\u1ed9t n\u0103m t\u00e0i ch\u00ednh, v\u00e0 hi\u1ec7u qu\u1ea3 trung h\u1ea1n l\u00e0 gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3 khai th\u00e1c m\u1edf r\u1ed9ng kinh doanh, nh\u01b0\u1ee3ng quy\u1ec1n hay ph\u00e1t tri\u1ec3n g\u1eafn v\u00e0o s\u1ea3n ph\u1ea9m m\u1edbi. N\u00f3i ng\u1eafn g\u1ecdn l\u00e0 (a) hi\u1ec7u qu\u1ea3 l\u1ee3i nhu\u1eadn (ng\u1eafn h\u1ea1n) v\u00e0 (b) hi\u1ec7u qu\u1ea3 uy t\u00edn (trung h\u1ea1n).<\/p>\n

M\u00f4 hinh Brand Audit \u1edf \u0111\u00e2y t\u00e1c gi\u1ea3 day theo l\u00fd thuy\u1ebft c\u01a1 s\u1edf c\u1ee7a m\u00f4 h\u00ecnh qu\u1ea3n tr\u1ecb K\u00e9o v\u00e0 \u0110\u1ea9y thi\u1ebft l\u1eadp c\u00e1c nh\u00f3m ch\u1ec9 s\u1ed1 \u0111o th\u01b0\u01a1ng hi\u1ec7u th\u00f4ng th\u01b0\u1eddng \u0111\u00e3 \u0111\u01b0\u1ee3c \u0111\u1ecbnh ngh\u0129a b\u1edfi c\u00e1c c\u00f4ng ty nghi\u00ean c\u01b0u th\u1ecb tr\u01b0\u1eddng, \u0111\u00f3 l\u00e0 (1) Nh\u00f3m ch\u1ec9 s\u1ed1 nh\u1eadn bi\u1ebft \u0111\u1ea1i di\u1ec7n cho L\u1ef1c K\u00e9o, (2) Nh\u00f3m ch\u1ec9 s\u1ed1 Ph\u00e2n ph\u1ed1i \u0111\u1ea1i di\u1ec7n cho L\u1ef1c \u0110\u1ea9y v\u00e0 (3) Nh\u00f3m ch\u1ec9 s\u1ed1 Mua h\u00e0ng th\u1ec3 hi\u1ec7n k\u1ebft qu\u1ea3 chung.<\/p>\n

Trong m\u00f4 h\u00ecnh sau \u0111\u00e2y, nh\u00f3m c\u00e1c ch\u1ec9 s\u1ed1 1,2,3 l\u00e0 c\u00e1c ch\u1ec9 s\u1ed1 Nh\u1eadn bi\u1ebft \u0111\u1ea1i di\u1ec7n cho L\u1ef1c K\u00e9o; c\u00e1c ch\u1ec9 s\u1ed1 7,8,9 l\u00e0 c\u00e1c ch\u1ec9 s\u1ed1 Ph\u00e2n ph\u1ed1i \u0111\u1ea1i di\u1ec7n L\u1ef1c \u0110\u1ea9y nh\u01b0 \u0111\u00e3 gi\u1ea3i th\u00edch tr\u00ean \u0111\u00e2y. Ngo\u00e0i ra Ph\u1eabu h\u00ecnh \u1ea3nh c\u0169ng \u0111\u01b0\u1ee3c \u0111o (l\u01b0\u1ee3ng ho\u00e1) th\u00f4ng qua m\u1ed9t b\u1ed9 c\u00e1c Th\u00e0nh t\u1ed1 Th\u01b0\u01a1ng hi\u1ec7u (brand attributes) l\u00e0m v\u1eefng ch\u1eafc h\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u v\u00e0 t\u0103ng \u0111\u1ed9 tin c\u1eady c\u1ee7a nh\u00f3m ch\u1ec9 s\u1ed1 L\u1ef1c K\u00e9o.<\/p>\n

(8) M\u00f4 h\u00ecnh T\u01b0 duy Marketing<\/strong><\/p>\n

Khi tr\u1edf th\u00e0nh m\u1ed9t nh\u00e0 qu\u1ea3n tr\u1ecb marketing suy ngh\u0129 c\u1ee7a ch\u00fang ta c\u1ea7n \u0111\u01b0\u1ee3c ph\u00e2n \u0111\u1ecbnh l\u00e0m 2 tr\u1ea1ng th\u00e1i, tr\u1ea1ng th\u00e1i (I) m\u1ed9t ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u00e0 tr\u1ea1ng th\u00e1i (II) c\u1ee7a m\u1ed9t ng\u01b0\u1eddi marketing, t\u1ee9c ng\u01b0\u1eddi quan s\u00e1t.<\/p>\n

Trong tr\u1ea1ng th\u00e1i th\u1ee9 nh\u1ea5t b\u1ea1n \u1ee9ng x\u1eed v\u00e0 suy ngh\u0129 m\u1ed9t c\u00e1ch th\u1eadt t\u1ef1 nhi\u00ean nh\u01b0 m\u1ecdi ng\u01b0\u1eddi, th\u1eadm ch\u00ed l\u00e0 theo b\u1ea3n n\u0103ng th\u00f4ng th\u01b0\u1eddng, \u0111i\u1ec1u n\u00e0y t\u1ed1t trong khi b\u1ea1n th\u00e2m nh\u1eadp suy ngh\u0129 c\u1ee7a m\u1ed9t \u0111\u00e1m \u0111\u00f4ng ng\u01b0\u1eddi ti\u00eau d\u00f9ng gi\u1ed1ng nh\u01b0 b\u1ea1n (insights) \u0111\u1ec3 \u0111\u00e1nh gi\u00e1 s\u00e1ng t\u1ea1o hay m\u1ed9t \u00fd t\u01b0\u1edfng, m\u1ed9t gi\u1ea3i ph\u00e1p marketing.<\/p>\n

Nh\u01b0ng nh\u01b0 v\u1eady ch\u01b0a \u0111\u1ee7 trong nhi\u1ec1u tr\u01b0\u1eddng h\u1ee3p kh\u00e1c, b\u1ea1n ph\u1ea3i s\u1eb5n s\u00e0ng d\u1eb9p b\u1ecf c\u00e1i t\u00f4i, suy ngh\u0129 v\u00e0 h\u00ecnh dung ph\u1ea3n \u1ee9ng c\u1ee7a m\u1ed9t nh\u00f3m kh\u00e1ch h\u00e0ng kh\u00f4ng h\u1ec1 gi\u1ed1ng b\u1ea1n, \u0111\u00e2y ch\u00ednhl\u00e0 th\u00e1ch th\u1ee9c \u0111\u1ed1i v\u1edbi m\u1ed9t ng\u01b0\u1eddi l\u00e0m marketing. Sai l\u1ea7m l\u00fac n\u00e0y d\u1ec5 x\u1ea3y ra, n\u00f3 kh\u00f4ng li\u00ean quan \u0111\u1ebfn tr\u00ecnh \u0111\u1ed9 c\u1ee7a b\u1ea1n m\u00e0 li\u00ean quan b\u1edfi g\u00f3c nh\u00ecn (perspective) hay n\u00e3o tr\u1ea1ng c\u1ee7a b\u1ea1n.<\/p>\n

Trong tr\u1ea1ng th\u00e1i (II) l\u00e0 m\u1ed9t ng\u01b0\u1eddi marketing, b\u1ea1n c\u00f2n ph\u1ea3i bi\u1ebft t\u00e1ch bi\u1ec7t l\u00e0m hai tr\u1ea1ng th\u00e1i t\u01b0 duy n\u1eefa, (1) m\u1ed9t l\u00e0 tr\u1ea1ng th\u00e1i duy l\u00fd v\u00e0 t\u01b0 duy h\u1ec7 th\u1ed1ng v\u00e0 (2) l\u00e0 tr\u1ea1ng th\u00e1i duy c\u1ea3m v\u00e0 t\u01b0 duy s\u00e1ng t\u1ea1o. Theo \u0111\u00f3 chuy\u00ean gia xin t\u1ea1m \u0111\u00fac k\u1ebft m\u1ed9t m\u00f4 h\u00ecnh t\u01b0 duy marketing nh\u01b0 sau:<\/p>\n

Tr\u1ea1ng th\u00e1i (1) l\u00e0 t\u01b0 duy h\u1ec7 th\u1ed1ng, th\u00edch h\u1ee3p trong nh\u1eefng cu\u1ed9c h\u1ecdp qu\u1ea3n tr\u1ecb, l\u1eadp k\u1ebf ho\u1ea1ch, suy ngh\u0129 theo logic truy\u1ec1n th\u1ed1ng; tr\u1ea1ng th\u00e1i (2) l\u00e0 t\u01b0 duy s\u00e1ng t\u1ea1o, th\u00edch h\u1ee3p cho nh\u1eefng bu\u1ed5i l\u00e0m vi\u1ec7c s\u00e1ng t\u1ea1o (creative workshop) v\u1edbi n\u00e3o tr\u1ea1ng theo Lateral Thinking (l\u00fd thuy\u1ebft c\u1ee7a Dr Edward de Bono v\u1edbi ph\u01b0\u01a1ng ph\u00e1p 6 chi\u1ebfc m\u0169 t\u01b0 duy).<\/p>\n

(9) M\u00f4 h\u00ecnh Song h\u00e0nh Innovation<\/strong><\/p>\n

Marketing Innovation l\u00e0 m\u1ed9t h\u1ec7 th\u1ed1ng ti\u00ean ti\u1ebfn k\u1ebft h\u1ee3p t\u1eeb vi\u1ec7c nghi\u00ean c\u1ee9u xu h\u01b0\u1edbng v\u1edbi s\u1ef1 th\u1ea5u hi\u1ec3u c\u00f4ng ngh\u1ec7 t\u1ea1o ra nh\u1eefng \u00fd t\u01b0\u1edfng \u0111\u1ed9t ph\u00e1 s\u1ea3n ph\u1ea9m v\u00e0 n\u00e2ng c\u1ea5p th\u01b0\u01a1ng hi\u1ec7u. N\u1ebfu nh\u01b0 creative marketing nh\u1eafm \u0111\u1ebfn vi\u1ec7c \u0111\u01b0a ra nh\u1eefng \u00fd t\u01b0\u1edfng s\u00e1ng t\u1ea1o thi\u00ean v\u1ec1 l\u1ee3i \u00edch c\u1ea3m t\u00ednh v\u00e0 h\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u, v\u00e0 \u0111i\u1ec1u n\u00e0y t\u01b0\u1edfng ch\u1eebng nh\u01b0 l\u00e0 t\u1ea5t c\u1ea3 s\u1ef1 c\u1ea7n thi\u1ebft trong vi\u1ec7c x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u th\u00ec \u1edf m\u1ed9t m\u1ee9c \u0111\u1ed9 cao h\u01a1n marketing innovation c\u00f2n gi\u00fap s\u00e1ng t\u1ea1o ra \u2018s\u1ea3n ph\u1ea9m m\u1edbi\u2019 t\u1ea1o ra nh\u1eefng \u0111\u1ed9t ph\u00e1 l\u00e0m ng\u1ea1c nhi\u00ean \u0111\u1ed1i v\u1edbi kh\u00e1ch h\u00e0ng v\u00e0 thay \u0111\u1ed5i c\u1ee5c di\u1ec7n c\u1ea1nh tranh. M\u1ed9t v\u00ed d\u1ee5 trong xu h\u01b0\u1edbng c\u1ee7a v\u0103n ho\u00e1 \u00c1 \u0110\u00f4ng th\u1ee9c t\u1ec9nh, th\u1ee9c u\u1ed1ng tr\u00e0 xanh \u0111\u00f3ng chai l\u00e0 m\u1ed9t s\u1ef1 \u0111\u1ed9t ph\u00e1 t\u1ea1o ra m\u1ed9t khuynh h\u01b0\u1edbng ti\u00eau d\u00f9ng \u0111\u1ed1i l\u1eadp v\u1edbi CSD (th\u1ee9c u\u1ed1ng c\u00f3 ga) v\u00e0 h\u01b0\u1edbng v\u1ec1 gi\u00e1 tr\u1ecb thi\u00ean nhi\u00ean. Qu\u00e1 tr\u00ecnh nghi\u00ean c\u1ee9u n\u00e0y d\u1eabn \u0111\u1eaft b\u1edfi c\u1ea3 2 \u0111\u1ed9ng l\u1ef1c v\u1ec1 th\u1ecb tr\u01b0\u1eddng v\u00e0 c\u00f4ng ngh\u1ec7.<\/p>\n

M\u00f4 h\u00ecnh Song h\u00e0nh tr\u1ea3i qua 7 b\u01b0\u1edbc v\u00e0 \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n b\u1edfi m\u1ed9t project team g\u1ed3m 2 th\u00e0nh ph\u1ea7n ch\u00ednh. Th\u00e0nh ph\u1ea7n C\u00f4ng ngh\u1ec7 v\u00e0 th\u00e0nh ph\u1ea7n Marketing. \u0110\u1ed1i t\u01b0\u1ee3ng ch\u00ednh c\u1ee7a qu\u00e1 tr\u00ecnh innovation \u0111\u01b0\u1ee3c ph\u00e2n t\u00e1ch l\u00e0m 2 ph\u1ea7n \u0111\u01b0\u1ee3c g\u1ecdi l\u00e0 S\u1ea3n ph\u1ea9m v\u00e0 Th\u01b0\u01a1ng hi\u1ec7u tr\u1ea3i qua 7 b\u01b0\u1edbc \u0111\u1ec3 ho\u00e0n thi\u1ec7n th\u00e0nh m\u1ed9t th\u1ef1c th\u1ec3 th\u1ed1ng nh\u1ea5t \u0111\u1ebf Tung ra th\u1ecb tr\u01b0\u1eddng.<\/p>\n

Quy tr\u00ecnh Song h\u00e0nh n\u00e0y k\u1ebf th\u1eeba m\u1ed9t ph\u1ea7n c\u1ee7a ph\u01b0\u01a1ng ph\u00e1p Innovation Funnel do Unilever ph\u00e1t tri\u1ec3n.<\/p>\n

(10) M\u00f4 h\u00ecnh Th\u01b0\u01a1ng hi\u1ec7u Chu\u1ed7i S\u1ea3n ph\u1ea9m<\/strong><\/p>\n

Trong t\u1ea5t c\u1ea3 l\u00fd thuy\u1ebft brand marketing c\u1ee7a chuy\u00ean gia th\u00ec m\u00f4 h\u00ecnh th\u01b0\u01a1ng hi\u1ec7u chu\u1ed7i s\u1ea3n ph\u1ea9m hay c\u00f2n \u0111\u01b0\u1ee3c g\u1ecdi l\u00e0 m\u00f4 h\u00ecnh James Bond, lu\u00f4n lu\u00f4n \u0111\u01b0\u1ee3c \u0111\u1ec1 c\u1eadp nh\u01b0 l\u00e0 m\u1ed9t l\u00fd thuy\u1ebft c\u01a1 s\u1edf trong \u0111\u00f3 k\u1ebf th\u1eeba l\u00fd thuy\u1ebft \u2018v\u00f2ng \u0111\u1eddi s\u1ea3n ph\u1ea9m\u2019 n\u00e2ng c\u1ea5p th\u00e0nh m\u1ed9t \u2018chu\u1ed7i c\u00e1c v\u00f2ng \u0111\u1ee3i s\u1ea3n ph\u1ea9m n\u1ed1i ti\u1ebfp nhau\u2019 \u0111\u1ed3ng th\u1eddi ch\u1ee9ng minh s\u1ef1 hi\u1ec7n h\u1eefu c\u1ee7a kh\u00e1i ni\u1ec7m th\u01b0\u01a1ng hi\u1ec7u v\u1ec1 m\u1eb7t b\u1ea3n ch\u1ea5t b\u1eb1ng s\u1ef1 hi\u1ec7n di\u1ec7n c\u1ee7a cung \u0111\u01b0\u1eddng ti\u1ebfp tuy\u1ebfn n\u1ed1i k\u1ebft c\u00e1c ti\u1ebfp \u0111i\u1ec3m t\u1ea1i cu\u1ed1i m\u1ed7i giai \u0111o\u1ea1n III c\u1ee7a m\u1ed7i s\u1ea3n ph\u1ea9m tr\u01b0\u1edbc khi tho\u00e1i tr\u00e0o.
\n\u0110\u00e2y l\u00e0 s\u1ef1 ch\u1ee9ng minh b\u1eb1ng l\u00fd thuy\u1ebft s\u1ef1 hi\u1ec7n h\u1eefu v\u00e0 b\u1ea3n ch\u1ea5t c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u, ch\u1ee9ng minh cho c\u00e1c \u0111\u1ecbnh ngh\u0129a m\u1edbi v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u nh\u01b0: (a) th\u01b0\u01a1ng hi\u1ec7u l\u00e0 m\u1ed9t chu\u1ed7i c\u00e1c s\u1ea3n ph\u1ea9m, (b) th\u01b0\u01a1ng hi\u1ec7u l\u00e0 \u0111\u1ec9nh cao c\u1ee7a s\u1ea3n ph\u1ea9m\u2026<\/p>\n

Kh\u00f4ng ch\u1ec9 l\u00e0 m\u00f4 h\u00ecnh l\u00fd thuy\u1ebft, m\u00f4 h\u00ecnh chu\u1ed7i l\u00e0 s\u1ef1 th\u1eadt hi\u1ec7n h\u1eefu trong r\u1ea5t nhi\u1ec1u c\u00e1c th\u01b0\u01a1ng hi\u1ec7u n\u1ed5i ti\u1ebfng m\u00e0 ch\u00fang ta \u0111ang ti\u1ebfp x\u00fac h\u00e0ng ng\u00e0y: James Bond, KFC, Ph\u1edf 24, Tom & Jerry, k\u00eanh truy\u1ec1n h\u00ecnh AXN v\u1edbi c\u00e1c chu\u1ed7i CSI: NY, Miami\u2026 r\u1ed3i \u0111\u1ebfn c\u00e1c chu\u1ed7i American Idols, Vietnam Idols\u2026 t\u1ea5t c\u1ea3 \u0111\u1ec1u ch\u1ee9ng minh b\u1ea3n ch\u1ea5t \u2018chu\u1ed7i\u2019 c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u.\/. (theo V\u00f5 V\u0103n Quang)<\/p>\n","protected":false},"excerpt":{"rendered":"

\u0110\u00fac k\u1ebft t\u1eeb th\u1ef1c ti\u1ec5n v\u00e0 qu\u00e1 tr\u00ecnh nghi\u00ean c\u1ee9u, sau g\u1ea7n 20 n\u0103m l\u00e0m vi\u1ec7c trong l\u0129nh v\u1ef1c marketing chuy\u00ean nghi\u1ec7p v\u00e0 qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u m\u00f4i tr\u01b0\u1eddng qu\u1ed1c t\u1ebf, chuy\u00ean gia th\u01b0\u01a1ng hi\u1ec7u V\u00f5 V\u0103n Quang \u0111\u00e3 \u0111\u00fac k\u1ebft nh\u1eefng m\u00f4 h\u00ecnh qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ec3 \u0111\u00f3ng g\u00f3p cho c\u1ed9ng \u0111\u1ed3ng doanh […]<\/p>\n","protected":false},"author":1,"featured_media":691,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[39,1],"tags":[],"class_list":["post-690","post","type-post","status-publish","format-standard","has-post-thumbnail","category-kien-thuc-thuong-hieu","category-thu-tuc-nhan-hieu"],"yoast_head":"\nQu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u l\u00e0 g\u00ec - 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