{"id":10365,"date":"2020-02-29T14:49:40","date_gmt":"2020-02-29T07:49:40","guid":{"rendered":"https:\/\/dtmconsulting.vn\/?p=10365"},"modified":"2020-12-21T09:50:41","modified_gmt":"2020-12-21T02:50:41","slug":"cach-phan-tich-tiem-nang-thi-truong-va-xac-dinh-thi-truong-muc-tieu","status":"publish","type":"post","link":"https:\/\/dtmconsulting.vn\/en\/cach-phan-tich-tiem-nang-thi-truong-va-xac-dinh-thi-truong-muc-tieu\/","title":{"rendered":"C\u00e1ch ph\u00e2n t\u00edch ti\u1ec1m n\u0103ng th\u1ecb tr\u01b0\u1eddng v\u00e0 x\u00e1c \u0111\u1ecbnh th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau"},"content":{"rendered":"<p>M\u1ed9t th\u1ecb tr\u01b0\u1eddng th\u1ecfa m\u00e3n \u0111\u01b0\u1ee3c ba \u0111\u1eb7c t\u00ednh l\u00e0 t\u1eadp h\u1ee3p ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u00f3 m\u1ee9c \u0111\u1ed9 quan t\u00e2m, c\u00f3 thu nh\u1eadp ph\u00f9 h\u1ee3p, c\u00f3 kh\u1ea3 n\u0103ng ti\u1ebfp c\u1eadn t\u1edbi m\u1ed9t s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5 \u0111\u00e3 \u0111\u01b0\u1ee3c thi\u1ebft k\u1ebf l\u00e0 th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau ti\u1ec1m n\u0103ng c\u1ee7a doanh nghi\u1ec7p. Tuy nhi\u00ean, doanh nghi\u1ec7p kh\u00f4ng th\u1ec3 tham gia m\u1ecdi th\u1ecb tr\u01b0\u1eddng ti\u1ec1m n\u0103ng. V\u00ec v\u1eady, doanh nghi\u1ec7p c\u1ea7n ph\u1ea3i ph\u00e2n t\u00edch \u0111\u00e1nh gi\u00e1 c\u00e1c th\u1ecb tr\u01b0\u1eddng \u0111\u1ec3 ch\u1ecdn ra nh\u1eefng th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau ph\u00f9 h\u1ee3p nh\u1ea5t cho doanh nghi\u1ec7p.<\/p>\n<h2>1-Ph\u00e2n t\u00edch th\u1ecb tr\u01b0\u1eddng l\u00e0 g\u00ec?<\/h2>\n<p>Ph\u00e2n t\u00edch th\u1ecb tr\u01b0\u1eddng l\u00e0 vi\u1ec7c \u0111\u00e1nh gi\u00e1, nghi\u00ean c\u1ee9u v\u00e0 t\u00ecm hi\u1ec3u v\u1ec1 th\u1ecb tr\u01b0\u1eddng \u0111\u1ec3 c\u00f3 th\u00f4ng tin v\u1ec1 s\u1ef1 h\u1ea5p d\u1eabn v\u00e0 n\u0103ng \u0111\u1ed9ng c\u1ee7a m\u1ed9t th\u1ecb tr\u01b0\u1eddng. Th\u00f4ng qua ph\u00e2n t\u00edch th\u1ecb tr\u01b0\u1eddng, c\u00f3 th\u1ec3 x\u00e1c \u0111\u1ecbnh \u0111\u01b0\u1ee3c nh\u1eefng \u0111i\u1ec3m m\u1ea1nh, \u0111i\u1ec3m y\u1ebfu, c\u01a1 h\u1ed9i v\u00e0 th\u00e1ch th\u1ee9c c\u1ee7a m\u1ed9t doanh nghi\u1ec7p. Qua \u0111\u00f3 gi\u00fap doanh nghi\u1ec7p \u0111\u01b0a ra c\u00e1c quy\u1ebft \u0111\u1ecbnh kinh doanh \u0111\u00fang \u0111\u1eafn.<\/p>\n<h3>V\u00ec sao c\u1ea7n ph\u1ea3i ph\u00e2n t\u00edch th\u1ecb tr\u01b0\u1eddng?<\/h3>\n<p>Cho d\u00f9 l\u00e0 m\u1ed9t doanh nghi\u1ec7p nh\u1ecf \u0111ang t\u00ecm c\u00e1ch tham gia th\u1ecb tr\u01b0\u1eddng hay t\u0103ng th\u1ecb ph\u1ea7n kinh doanh, ho\u1eb7c k\u1ec3 c\u1ea3 l\u00e0 m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u \u0111ang d\u1eabn \u0111\u1ea7u ng\u00e0nh th\u00ec ph\u00e2n t\u00edch th\u1ecb tr\u01b0\u1eddng lu\u00f4n \u0111em l\u1ea1i nh\u1eefng l\u1ee3i \u00edch tr\u00f4ng th\u1ea5y. N\u00f3 kh\u00f4ng ch\u1ec9 gi\u00fap cho doanh nghi\u1ec7p bi\u1ebft m\u00ecnh \u0111ang \u1edf \u0111\u00e2u, ho\u1ea1t \u0111\u1ed9ng t\u1ed1t kh\u00f4ng m\u00e0 c\u00f2n ch\u1ec9 ra nh\u1eefng c\u01a1 h\u1ed9i ph\u00e1t tri\u1ec3n, m\u1edf r\u1ed9ng.<\/p>\n<h2>2-C\u00e1c y\u1ebfu t\u1ed1 ph\u00e2n t\u00edch th\u1ecb tr\u01b0\u1eddng<\/h2>\n<h3>1-Quy m\u00f4 th\u1ecb tr\u01b0\u1eddng (Market size)<\/h3>\n<p><a title=\"Market size \u2013 Quy m\u00f4 th\u1ecb tr\u01b0\u1eddng l\u00e0 g\u00ec? C\u00e1ch t\u00ednh quy m\u00f4 th\u1ecb tr\u01b0\u1eddng\" href=\"https:\/\/dtmconsulting.vn\/en\/market-size-quy-mo-thi-truong\/\" target=\"_blank\" rel=\"noopener noreferrer\">Quy m\u00f4 th\u1ecb tr\u01b0\u1eddng<\/a> \u0111\u01b0\u1ee3c x\u00e1c \u0111\u1ecbnh th\u00f4ng qua ti\u1ec1m n\u0103ng c\u1ee7a th\u1ecb tr\u01b0\u1eddng \u0111\u00f3 v\u1ec1 b\u00e1n h\u00e0ng. Quy m\u00f4 th\u1ecb tr\u01b0\u1eddng x\u00e1c \u0111\u1ecbnh gi\u1edbi h\u1ea1n v\u1ec1 t\u1ed5ng nhu c\u1ea7u c\u1ee7a th\u1ecb tr\u01b0\u1eddng ph\u1ee5 thu\u1ed9c v\u00e0o s\u1ed1 l\u01b0\u1ee3ng ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u00e0 kh\u1ed1i l\u01b0\u1ee3ng mua c\u1ee7a h\u1ecd.<\/p>\n<p>Quy m\u00f4 th\u1ecb tr\u01b0\u1eddng l\u00e0 m\u1ed9t y\u1ebfu t\u1ed1 c\u1ef1c k\u1ef3 quan tr\u1ecdng \u0111\u1ec3 m\u1ed9t doanh nghi\u1ec7p x\u00e1c \u0111\u1ecbnh xem c\u00f3 n\u00ean kinh doanh \u1edf m\u1ed9t th\u1ecb tr\u01b0\u1eddng hay kh\u00f4ng v\u00e0 \u0111\u1ea7u t\u01b0 v\u00e0o n\u00f3 nh\u01b0 th\u1ebf n\u00e0o. N\u1ebfu quy m\u00f4 th\u1ecb tr\u01b0\u1eddng qu\u00e1 nh\u1ecf \u0111\u1ed1i v\u1edbi doanh nghi\u1ec7p, vi\u1ec7c kh\u00f4ng tham gia v\u00e0o th\u1ecb tr\u01b0\u1eddng \u0111\u00f3 l\u00e0 h\u1ee3p l\u00fd. B\u1edfi v\u00ec c\u00f3 th\u1ec3 doanh thu t\u1eeb th\u1ecb tr\u01b0\u1eddng \u0111\u00f3 c\u00f2n kh\u00f4ng \u0111\u1ee7 \u0111\u1ec3 b\u00f9 \u0111\u1eafp chi ph\u00ed b\u1ecf ra. Ng\u01b0\u1ee3c l\u1ea1i v\u1edbi quy m\u00f4 th\u1ecb tr\u01b0\u1eddng l\u1edbn th\u00ec c\u0169ng c\u00f3 nhi\u1ec1u v\u1ea5n \u0111\u1ec1 n\u1ea3y sinh.<\/p>\n<p>Th\u00f4ng th\u01b0\u1eddng, quy m\u00f4 th\u1ecb tr\u01b0\u1eddng c\u00e0ng l\u1edbn th\u00ec s\u1ed1 l\u01b0\u1ee3ng \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh s\u1ebd c\u00e0ng nhi\u1ec1u v\u00e0 mi\u1ebfng b\u00e1nh th\u1ecb tr\u01b0\u1eddng b\u1ecb chia l\u00e0m c\u00e0ng nhi\u1ec1u mi\u1ebfng. Khi tham gia v\u00e0o m\u1ed9t th\u1ecb tr\u01b0\u1eddng c\u00f3 quy m\u00f4 h\u01a1n, k\u1ec3 c\u1ea3 th\u1ecb tr\u01b0\u1eddng \u0111\u00f3 l\u00e0 ho\u00e0n to\u00e0n m\u1edbi v\u00e0 g\u1ea7n nh\u01b0 ch\u01b0a ai khai th\u00e1c n\u00f3, th\u00ec doanh nghi\u1ec7p v\u1eabn ch\u1eb3ng th\u1ec3 bu\u00f4ng l\u1ecfng. B\u1edfi s\u1edbm mu\u1ed9n, c\u1ea1nh tranh trong th\u1ecb tr\u01b0\u1eddng \u0111\u00f3 s\u1ebd tr\u1edf n\u00ean s\u00f4i \u0111\u1ed9ng, doanh nghi\u1ec7p mu\u1ed1n ph\u00e1t tri\u1ec3n v\u00e0 t\u1ed3n t\u1ea1i c\u1ea7n t\u00ecm ra h\u01b0\u1edbng \u0111i cho m\u00ecnh. \u0110\u1ed3ng th\u1eddi ph\u1ea3i \u0111\u1ea3m b\u1ea3o nh\u1eefng chi ph\u00ed m\u00ecnh b\u1ecf ra cho th\u1ecb tr\u01b0\u1eddng \u0111\u00f3 \u0111\u1ee7 \u0111\u1ec3 d\u00e0nh \u0111\u01b0\u1ee3c th\u1ecb ph\u1ea7n mang l\u1ea1i l\u1ee3i nhu\u1eadn l\u1edbn h\u01a1n nhi\u1ec1u.<\/p>\n<p>\u0110\u1ec3 c\u00f3 \u0111\u01b0\u1ee3c th\u00f4ng tin v\u1ec1 quy m\u00f4 th\u1ecb tr\u01b0\u1eddng, doanh nghi\u1ec7p c\u00f3 th\u1ec3 thu th\u1eadp d\u1eef li\u1ec7u t\u1eeb c\u00e1c ngu\u1ed3n sau \u0111\u00e2y:<\/p>\n<ul>\n<li>D\u1eef li\u1ec7u t\u1eeb ch\u00ednh ph\u1ee7<\/li>\n<li>D\u1eef li\u1ec7u t\u1eeb c\u00e1c hi\u1ec7p h\u1ed9i th\u01b0\u01a1ng m\u1ea1i<\/li>\n<li>D\u1eef li\u1ec7u t\u1eeb c\u00e1c b\u00e1o c\u00e1o v\u1ec1 ng\u00e0nh<\/li>\n<li>Kh\u1ea3o s\u00e1t kh\u00e1ch h\u00e0ng<\/li>\n<\/ul>\n<div id=\"attachment_7559\" style=\"width: 810px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2019\/10\/Increasing-hispanic-market-share.jpg\"><img fetchpriority=\"high\" decoding=\"async\" aria-describedby=\"caption-attachment-7559\" class=\"wp-image-7559\" src=\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2019\/10\/Increasing-hispanic-market-share.jpg\" alt=\"Quy tr\u00ecnh marketing\" width=\"800\" height=\"459\" srcset=\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2019\/10\/Increasing-hispanic-market-share.jpg 1200w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2019\/10\/Increasing-hispanic-market-share-300x172.jpg 300w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2019\/10\/Increasing-hispanic-market-share-768x441.jpg 768w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2019\/10\/Increasing-hispanic-market-share-1024x588.jpg 1024w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2019\/10\/Increasing-hispanic-market-share-600x345.jpg 600w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2019\/10\/Increasing-hispanic-market-share-254x146.jpg 254w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2019\/10\/Increasing-hispanic-market-share-50x29.jpg 50w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2019\/10\/Increasing-hispanic-market-share-131x75.jpg 131w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/a><p id=\"caption-attachment-7559\" class=\"wp-caption-text\">Quy tr\u00ecnh marketing<\/p><\/div>\n<h3>2-Xu h\u01b0\u1edbng th\u1ecb tr\u01b0\u1eddng<\/h3>\n<p><a href=\"https:\/\/dtmconsulting.vn\/en\/tong-hop-xu-huong-noi-bat-cua-thi-truong-thuong-mai-dien-tu-viet-nam-2018\/\" target=\"_blank\" rel=\"noopener noreferrer\">Xu h\u01b0\u1edbng th\u1ecb tr\u01b0\u1eddng<\/a> l\u00e0 s\u1ef1 thay \u0111\u1ed5i, hay ph\u00e1t tri\u1ec3n c\u1ee7a th\u1ecb tr\u01b0\u1eddng thi\u00ean v\u1ec1 m\u1ed9t y\u1ebfu t\u1ed1 n\u00e0o \u0111\u00f3. V\u1edbi s\u1ef1 xu\u1ea5t hi\u1ec7n c\u1ee7a xu h\u01b0\u1edbng th\u1ecb tr\u01b0\u1eddng th\u00ec quy m\u00f4 th\u1ecb tr\u01b0\u1eddng trong m\u1ed9t giai \u0111o\u1ea1n tr\u1edf n\u00ean kh\u00f3 d\u1ef1 \u0111o\u00e1n.<\/p>\n<p>Vi\u1ec7c thay \u0111\u1ed5i c\u1ee7a xu h\u01b0\u1edbng th\u1ecb tr\u01b0\u1eddng c\u00f3 th\u1ec3 do c\u00e1c y\u1ebfu t\u1ed1 v\u1ec1 kinh t\u1ebf, ch\u00ednh tr\u1ecb, x\u00e3 h\u1ed9i, c\u00f4ng ngh\u1ec7. Vi\u1ec7c ph\u00e2n t\u00edch v\u00e0 n\u1eafm b\u1eaft xu h\u01b0\u1edbng th\u1ecb tr\u01b0\u1eddng l\u00e0 m\u1ed9t \u0111i\u1ec1u quan tr\u1ecdng \u0111\u1ec3 doanh nghi\u1ec7p th\u1ef1c hi\u1ec7n c\u00e1c n\u1ed7 l\u1ef1c marketing ch\u00ednh x\u00e1c.<\/p>\n<p>\u0110\u1ec3 c\u00f3 th\u1ec3 n\u1eafm b\u1eaft nhanh ch\u00f3ng c\u00e1c xu h\u01b0\u1edbng th\u1ecb tr\u01b0\u1eddng, doanh nghi\u1ec7p n\u00ean \u0111\u1eb7t m\u1ed1i quan t\u00e2m \u0111\u1ebfn c\u00e1c \u0111\u1ed1i t\u01b0\u1ee3ng, y\u1ebfu t\u1ed1 sau:<\/p>\n<ul>\n<li>Kh\u00e1ch h\u00e0ng (T\u00e2m l\u00fd, h\u00e0nh vi)<\/li>\n<li>Ch\u00ednh tr\u1ecb (C\u00e1c quy \u0111\u1ecbnh, lu\u1eadt)<\/li>\n<li>V\u0103n h\u00f3a<\/li>\n<li>C\u00f4ng ngh\u1ec7 (S\u1ef1 ph\u00e1t tri\u1ec3n c\u1ee7a c\u00f4ng ngh\u1ec7)<\/li>\n<li>C\u00e1c th\u1ecb tr\u01b0\u1eddng t\u01b0\u01a1ng t\u1ef1 \u1edf n\u01b0\u1edbc ngo\u00e0i<\/li>\n<\/ul>\n<h3>3-T\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng c\u1ee7a th\u1ecb tr\u01b0\u1eddng<\/h3>\n<p>M\u1ed9t th\u1ecb tr\u01b0\u1eddng th\u00ec kh\u00f4ng bao gi\u1edd b\u1ea5t bi\u1ebft, n\u00f3 s\u1ebd t\u0103ng tr\u01b0\u1edfng, k\u1ec3 c\u1ea3 tr\u01b0\u1eddng h\u1ee3p t\u0103ng tr\u01b0\u1edfng \u00e2m. Doanh nghi\u1ec7p c\u1ea7n ph\u1ea3i d\u1ef1 \u0111o\u00e1n \u0111\u01b0\u1ee3c vi\u1ec7c t\u0103ng tr\u01b0\u1edfng v\u00e0 t\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng c\u1ee7a th\u1ecb tr\u01b0\u1eddng \u0111\u1ec3 \u0111\u1ea7u t\u01b0 m\u1ed9t c\u00e1ch h\u1ee3p l\u00fd. Doanh nghi\u1ec7p c\u1ea7n bi\u1ebft \u0111\u01b0\u1ee3c th\u1ecb tr\u01b0\u1eddng n\u00e0o \u0111ang t\u0103ng tr\u01b0\u1edfng, \u0111ang b\u00e3o h\u00f2a hay \u0111ang suy gi\u1ea3m.<\/p>\n<p>Vi\u1ec7c hi\u1ec3u bi\u1ebft v\u1ec1 s\u1ef1 t\u0103ng tr\u01b0\u1edfng c\u1ee7a th\u1ecb tr\u01b0\u1eddng n\u00e0y s\u1ebd gi\u00fap c\u00e1c quy\u1ebft \u0111\u1ecbnh \u0111\u1ea7u t\u01b0 tr\u1edf n\u00ean hi\u1ec7u qu\u1ea3. Kh\u00f4ng m\u1ed9t ai mu\u1ed1n d\u1ed3n t\u1ea5t c\u1ea3 ngu\u1ed3n l\u1ef1c v\u00e0o m\u1ed9t th\u1ecb tr\u01b0\u1eddng \u0111ang c\u00f3 d\u1ea5u hi\u1ec7u suy gi\u1ea3m m\u1ea1nh c\u1ea3.<\/p>\n<p>\u0110\u1ec3 d\u1ef1 \u0111o\u00e1n t\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng c\u1ee7a th\u1ecb tr\u01b0\u1eddng doanh nghi\u1ec7p c\u1ea7n ph\u1ea3i xem x\u00e9t t\u00ecnh h\u00ecnh th\u1ecb tr\u01b0\u1eddng hi\u1ec7n t\u1ea1i v\u00e0 s\u1eed d\u1ee5ng nh\u1eefng b\u00e1o c\u00e1o v\u1ec1 th\u1ecb tr\u01b0\u1eddng trong qu\u00e1 kh\u1ee9.<\/p>\n<h3>4-L\u1ee3i nhu\u1eadn th\u1ecb tr\u01b0\u1eddng<\/h3>\n<p><a href=\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/02\/value-chain-porter.jpg\"><img decoding=\"async\" class=\"size-full wp-image-10409 aligncenter lazyload\" data-src=\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/02\/value-chain-porter.jpg\" alt=\"\" width=\"800\" height=\"654\" data-srcset=\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/02\/value-chain-porter.jpg 800w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/02\/value-chain-porter-300x245.jpg 300w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/02\/value-chain-porter-768x628.jpg 768w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/02\/value-chain-porter-179x146.jpg 179w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/02\/value-chain-porter-50x41.jpg 50w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/02\/value-chain-porter-92x75.jpg 92w\" data-sizes=\"(max-width: 800px) 100vw, 800px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 800px; --smush-placeholder-aspect-ratio: 800\/654;\" \/><\/a><\/p>\n<p>B\u00ean c\u1ea1nh quy m\u00f4 th\u1ecb tr\u01b0\u1eddng, th\u00ec l\u1ee3i nhu\u1eadn t\u1eeb th\u1ecb tr\u01b0\u1eddng c\u0169ng l\u00e0 m\u1ed9t trong c\u00e1c y\u1ebfu t\u1ed1 quan tr\u1ecdng nh\u1ea5t khi quy\u1ebft \u0111\u1ecbnh tham gia v\u00e0o th\u1ecb tr\u01b0\u1eddng. B\u1edfi v\u00ec \u0111\u01a1n gi\u1ea3n l\u00e0 \u0111\u1ed9ng l\u1ef1c kinh doanh c\u1ee7a c\u00e1c doanh nghi\u1ec7p l\u00e0 l\u1ee3i nhu\u1eadn v\u00e0 h\u1ecd tham gia hay m\u1edf r\u1ed9ng th\u1ecb tr\u01b0\u1eddng \u0111\u1ec3 t\u0103ng th\u00eam l\u1ee3i nhu\u1eadn.<\/p>\n<p>D\u00f9 trong m\u1ed9t th\u1ecb tr\u01b0\u1eddng, l\u1ee3i nhu\u1eadn c\u1ee7a m\u1ed7i doanh nghi\u1ec7p l\u00e0 kh\u00e1c nhau. \u0110\u1ec3 c\u00f3 th\u1ec3 \u0111\u00e1nh gi\u00e1, t\u00ednh to\u00e1n l\u1ee3i nhu\u1eadn th\u1ecb tr\u01b0\u1eddng, doanh nghi\u1ec7p c\u00f3 th\u1ec3 d\u1ef1a v\u00e0o m\u00f4 h\u00ecnh 5 l\u1ef1c l\u01b0\u1ee3ng c\u1ee7a Porter:<\/p>\n<ul>\n<li>S\u1ee9c mua<\/li>\n<li>Nh\u00e0 cung c\u1ea5p<\/li>\n<li>R\u00e0o c\u1ea3n gia nh\u1eadp<\/li>\n<li>M\u1ed1i \u0111e d\u1ecda t\u1eeb s\u1ea3n ph\u1ea9m thay th\u1ebf<\/li>\n<li>S\u1ef1 h\u1ee3p t\u00e1c c\u1ee7a c\u00e1c c\u00f4ng ty trong ng\u00e0nh<\/li>\n<\/ul>\n<h3>5-C\u01a1 c\u1ea5u chi ph\u00ed ng\u00e0nh<\/h3>\n<p>Vi\u1ec7c x\u00e1c \u0111\u1ecbnh \u0111\u01b0\u1ee3c c\u01a1 c\u1ea5u chi ph\u00ed l\u00e0 c\u1ef1c k\u1ef3 quan tr\u1ecdng trong vi\u1ec7c bi\u1ebft \u0111\u01b0\u1ee3c c\u00e1c y\u1ebfu t\u1ed1 th\u00e0nh c\u00f4ng c\u1ee7a doanh nghi\u1ec7p. \u0110\u1ec3 x\u00e1c \u0111\u1ecbnh \u0111\u01b0\u1ee3c c\u01a1 c\u1ea5u chi ph\u00ed, m\u00f4 h\u00ecnh <strong>chu\u1ed7i gi\u00e1 tr\u1ecb<\/strong> c\u1ee7a Porter c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng hi\u1ec7u qu\u1ea3.<\/p>\n<p>Theo \u0111\u00f3, m\u1ed9t chu\u1ed7i gi\u00e1 tr\u1ecb l\u00e0 m\u1ed9t t\u1eadp h\u1ee3p c\u00e1c c\u00f4ng vi\u1ec7c m\u00e0 m\u1ed9t c\u00f4ng ty th\u1ef1c hi\u1ec7n \u0111\u1ec3 cung c\u1ea5p s\u1ea3n ph\u1ea9m c\u00f3 gi\u00e1 tr\u1ecb ra th\u1ecb tr\u01b0\u1eddng. Nh\u01b0 v\u1eady, doanh nghi\u1ec7p c\u00f3 th\u1ec3 x\u00e1c \u0111\u1ecbnh chi ph\u00ed th\u00f4ng qua m\u1ed7i c\u00f4ng vi\u1ec7c m\u00e0 c\u00f4ng ty c\u1ea7n th\u1ef1c hi\u1ec7n \u0111\u1ec3 cung c\u1ea5p s\u1ea3n ph\u1ea9m ra th\u1ecb tr\u01b0\u1eddng.<\/p>\n<p>&gt;&gt; Xem th\u00eam <strong><a href=\"https:\/\/dtmconsulting.vn\/en\/value-proposition-trong-marketing-la-gi\/\">Value Proposition trong marketing l\u00e0 g\u00ec?<\/a><\/strong><\/p>\n<h3>6-\u0110\u1ed1i th\u1ee7 c\u1ea1nh tranh<\/h3>\n<p>Ph\u00e2n t\u00edch th\u1ecb tr\u01b0\u1eddng th\u00ec kh\u00f4ng th\u1ec3 n\u00e0o b\u1ecf qu\u00ean \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh \u0111\u01b0\u1ee3c. B\u1ea5t k\u1ef3 ng\u00e0nh ngh\u1ec1, hay l\u0129nh v\u1ef1c n\u00e0o th\u00ec \u0111\u1ec1u c\u00f3 c\u1ea1nh tranh, n\u00f3 nh\u01b0 l\u00e0 m\u1ed9t ph\u1ea7n t\u1ea5t y\u1ebfu c\u1ee7a kinh doanh. Ch\u00ednh v\u00ec v\u1eady, doanh nghi\u1ec7p mu\u1ed1n ho\u1ea1t \u0111\u1ed9ng kinh doanh t\u1ed1t th\u00ec c\u1ea7n bi\u1ebft c\u00e1ch s\u1ed1ng chung v\u1edbi \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh c\u1ee7a m\u00ecnh.<\/p>\n<p>M\u1ee5c \u0111\u00edch c\u1ee7a vi\u1ec7c <a href=\"https:\/\/dtmconsulting.vn\/en\/6-buoc-nghien-cuu-doi-thu-canh-tranh\/\" target=\"_blank\" rel=\"noopener noreferrer\">ph\u00e2n t\u00edch \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh<\/a> trong ph\u00e2n t\u00edch th\u1ecb tr\u01b0\u1eddng l\u00e0 c\u00f3 c\u00e1i nh\u00ecn \u0111\u00fang \u0111\u1eafn v\u1ec1 h\u1ecd. C\u1ea7n n\u1eafm ch\u1eafc \u0111\u01b0\u1ee3c \u0111i\u1ec3m m\u1ea1nh, \u0111i\u1ec3m y\u1ebfu, l\u1ee3i th\u1ebf c\u1ea1nh tranh, \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u,&#8230; c\u1ee7a h\u1ecd \u0111\u1ec3 c\u00f3 th\u1ec3 \u0111\u01b0a ra c\u00e1c quy\u1ebft \u0111\u1ecbnh kinh doanh h\u1ee3p l\u00fd.<\/p>\n<p>C\u00f3 m\u1ed9t c\u00e1ch \u0111\u01a1n gi\u1ea3n m\u00e0 hi\u1ec7u qu\u1ea3 \u0111\u00f3 l\u00e0 ph\u00e2n t\u00edch v\u00e0 \u0111\u00e1nh gi\u00e1 c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh theo t\u1eebng y\u1ebfu t\u1ed1 th\u00fac \u0111\u1ea9y nhu c\u1ea7u trong th\u1ecb tr\u01b0\u1eddng. V\u00ed d\u1ee5 nh\u01b0 gi\u00e1 c\u1ea3, ch\u1ea5t l\u01b0\u1ee3ng, h\u1ec7 th\u1ed1ng ph\u00e2n ph\u1ed1i,&#8230;<\/p>\n<h3>7-R\u00e0o c\u1ea3n gia nh\u1eadp<\/h3>\n<p>R\u00e0o c\u1ea3n gia nh\u1eadp th\u1ecb tr\u01b0\u1eddng l\u00e0 m\u1ed9t y\u1ebfu t\u1ed1 c\u1ef1c k\u1ef3 quan tr\u1ecdng \u0111\u1ea3m b\u1ea3o s\u1ef1 \u1ed5n \u0111\u1ecbnh c\u1ee7a th\u1ecb tr\u01b0\u1eddng. R\u00e0o c\u1ea3n th\u1ecb tr\u01b0\u1eddng g\u00f3p ph\u1ea7n b\u1ea3o v\u1ec7 c\u00e1c doanh nghi\u1ec7p trong th\u1ecb tr\u01b0\u1eddng b\u1edfi s\u1ef1 c\u1ea1nh tranh m\u1edbi.<\/p>\n<p>M\u1ed9t th\u1ecb tr\u01b0\u1eddng m\u00e0 kh\u00f4ng c\u00f3 r\u00e0o c\u1ea3n gia nh\u1eadp hay r\u00e0o c\u1ea3n gia nh\u1eadp qu\u00e1 th\u1ea5p th\u00ec kh\u00f4ng th\u1ef1c s\u1ef1 ti\u1ec1m n\u0103ng d\u00f9 quy m\u00f4 th\u1ecb tr\u01b0\u1eddng c\u00f3 l\u1edbn nh\u01b0 th\u1ebf n\u00e0o.<\/p>\n<p>M\u1ed9t s\u1ed1 v\u00ed d\u1ee5 v\u1ec1 r\u00e0o c\u1ea3n gia nh\u1eadp c\u00f3 th\u1ec3 k\u1ec3 \u0111\u1ebfn nh\u01b0: V\u1ed1n, c\u00f4ng ngh\u1ec7, th\u01b0\u01a1ng hi\u1ec7u, quy \u0111\u1ecbnh,&#8230;<\/p>\n<h3>8-Nh\u00e2n kh\u1ea9u h\u1ecdc<\/h3>\n<p>\u0110\u00e2y l\u00e0 m\u1ed9t trong nh\u1eefng y\u1ebfu t\u1ed1 m\u00e0 doanh nghi\u1ec7p s\u1ebd \u0111\u1ec3 \u00fd ngay \u0111\u1ea7u ti\u00ean khi xem x\u00e9t kh\u00e1ch h\u00e0ng c\u1ee7a m\u00ecnh l\u00e0 ai. Tuy nhi\u00ean, nh\u00e2n kh\u1ea9u h\u1ecdc th\u1ef1c s\u1ef1 c\u00f3 \u00fd ngh\u0129a s\u1eed d\u1ee5ng \u0111\u1ec3 ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng, khi m\u00e0 doanh nghi\u1ec7p c\u1ea7n ph\u00e2n t\u00edch v\u1ec1 kh\u00e1ch h\u00e0ng s\u00e2u h\u01a1n.<\/p>\n<p>&gt;&gt; Xem th\u00eam: <a href=\"https:\/\/dtmconsulting.vn\/en\/4-cach-pho-bien-nhat-de-xay-dung-personas\/\">4 c\u00e1ch ph\u1ed5 bi\u1ebfn nh\u1ea5t \u0111\u1ec3 x\u00e2y d\u1ef1ng persona &#8211; ch\u00e2n dung kh\u00e1ch h\u00e0ng<\/a><\/p>\n<h2>3-C\u00e1ch ti\u1ebfn h\u00e0nh ph\u00e2n t\u00edch th\u1ecb tr\u01b0\u1eddng<\/h2>\n<p>D\u01b0\u1edbi \u0111\u00e2y tr\u00ecnh b\u00e0y n\u0103m b\u01b0\u1edbc ph\u00e2n t\u00edch th\u1ecb tr\u01b0\u1eddng m\u00e0 b\u1ea1n n\u00ean th\u1ef1c hi\u1ec7n.<\/p>\n<h3>3.1. X\u00e1c \u0111\u1ecbnh m\u1ee5c \u0111\u00edch ph\u00e2n t\u00edch th\u1ecb tr\u01b0\u1eddng<\/h3>\n<p>C\u0169ng gi\u1ed1ng nh\u01b0 t\u1ea5t c\u1ea3 c\u00e1c ho\u1ea1t \u0111\u1ed9ng kinh doanh kh\u00e1c, \u0111i\u1ec1u quan tr\u1ecdng nh\u1ea5t l\u00e0 b\u1ea1n c\u1ea7n hi\u1ec3u t\u1ea1i sao ph\u1ea3i ph\u00e2n t\u00edch th\u1ecb tr\u01b0\u1eddng ngay t\u1eeb \u0111\u1ea7u. V\u1edbi m\u1ed9t m\u1ee5c ti\u00eau r\u00f5 r\u00e0ng, s\u1ebd d\u1ec5 d\u00e0ng h\u01a1n trong vi\u1ec7c ch\u1ecdn ph\u01b0\u01a1ng ph\u00e1p v\u00e0 thu th\u1eadp d\u1eef li\u1ec7u c\u1ea7n thi\u1ebft \u0111\u1ec3 ph\u00e2n t\u00edch.<\/p>\n<p>Khi ti\u1ebfn h\u00e0nh ph\u00e2n t\u00edch, <a href=\"https:\/\/dtmconsulting.vn\/en\/nghien-cuu-thi-truong-la-gi-market-research\/\">t\u00ecm hi\u1ec3u th\u1ecb tr\u01b0\u1eddng<\/a> b\u1ea1n c\u1ea7n ph\u1ea3i x\u00e1c \u0111\u1ecbnh xem m\u1ed1i quan t\u00e2m c\u1ee7a m\u00ecnh \u0111ang \u0111\u1eb7t \u1edf \u0111\u00e2u. C\u00f3 th\u1ec3 l\u00e0 b\u1ea1n mu\u1ed1n hi\u1ec3u r\u00f5 \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh trong ng\u00e0nh \u0111ang c\u00f3 nh\u1eefng l\u1ee3i th\u1ebf g\u00ec, t\u00ecm ki\u1ebfm m\u1ed9t th\u1ecb tr\u01b0\u1eddng m\u1edbi \u0111\u1ec3 kinh doanh, t\u00ecm ki\u1ebfm c\u01a1 h\u1ed9i m\u1edbi cho doanh nghi\u1ec7p,&#8230;<\/p>\n<h3>3.2. X\u00e1c \u0111\u1ecbnh th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau<\/h3>\n<p>Th\u00f4ng qua c\u00e1c ti\u00eau ch\u00ed <a href=\"https:\/\/dtmconsulting.vn\/en\/phan-doan-thi-truong-trong-truyen-thong-xa-hoi\/\" target=\"_blank\" rel=\"noopener noreferrer\">ph\u00e2n \u0111o\u1ea1n th\u1ecb tr\u01b0\u1eddng<\/a>, b\u1ea1n s\u1ebd c\u1ea7n ph\u1ea3i chia th\u1ecb tr\u01b0\u1eddng ra th\u00e0nh c\u00e1c \u0111o\u1ea1n nh\u1ecf h\u01a1n. Trong \u0111\u00f3, m\u1ed7i \u0111o\u1ea1n bao g\u1ed3m nh\u1eefng kh\u00e1ch h\u00e0ng c\u00f3 nh\u1eefng \u0111i\u1ec3m t\u01b0\u01a1ng \u0111\u1ed3ng v\u1edbi nhau.<\/p>\n<p>Cu\u1ed1i c\u00f9ng, b\u1ea1n ch\u1ecdn ra m\u1ed9t ho\u1eb7c m\u1ed9t s\u1ed1 \u0111o\u1ea1n th\u1ecb tr\u01b0\u1eddng m\u00e0 doanh nghi\u1ec7p c\u00f3 th\u1ec3 ph\u1ee5c v\u1ee5 v\u00e0 c\u00f3 ti\u1ec1m n\u0103ng \u0111em l\u1ea1i l\u1ee3i nhu\u1eadn. Doanh nghi\u1ec7p c\u1ea7n bi\u1ebft chi ti\u1ebft c\u00e1c th\u00f4ng tin v\u1ec1 kh\u00e1ch h\u00e0ng bao g\u1ed3m c\u1ea3 h\u00e0nh vi mua h\u00e0ng, t\u00e2m l\u00fd, kh\u1ea3 n\u0103ng chi tr\u1ea3, th\u00f3i quen, nhu c\u1ea7u&#8230;<\/p>\n<h3>3.3. X\u00e1c \u0111\u1ecbnh \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh<\/h3>\n<p>B\u1ea1n c\u1ea7n ph\u1ea3i x\u00e1c \u0111\u1ecbnh \u0111\u01b0\u1ee3c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh c\u1ee7a b\u1ea1n l\u00e0 ai, hi\u1ec3u \u0111\u01b0\u1ee3c nh\u1eefng th\u00e1ch th\u1ee9c h\u1ecd ph\u1ea3i \u0111\u1ed1i m\u1eb7t v\u00e0 \u0111i\u1ec1u g\u00ec l\u00e0m n\u00ean th\u00e0nh c\u00f4ng c\u1ee7a h\u1ecd. C\u1ea7n ph\u1ea3i x\u00e1c \u0111\u1ecbnh \u0111\u01b0\u1ee3c l\u1ee3i th\u1ebf c\u1ea1nh tranh c\u1ee7a h\u1ecd, \u0111i\u1ec1u g\u00ec l\u00e0m h\u1ecd n\u1ed5i b\u1eadt.<\/p>\n<h3>3.4. Thu th\u1eadp d\u1eef li\u1ec7u<\/h3>\n<p>Ph\u1ee5 thu\u1ed9c v\u00e0o m\u1ee5c \u0111\u00edch ph\u00e2n t\u00edch d\u1eef li\u1ec7u m\u00e0 y\u00eau c\u1ea7u v\u1ec1 d\u1eef li\u1ec7u c\u1ea7n thu th\u1eadp c\u0169ng kh\u00e1c nhau.<\/p>\n<h3>3.5. Ph\u00e2n t\u00edch th\u1ecb tr\u01b0\u1eddng<\/h3>\n<p>\u0110\u1ec3 c\u00f3 th\u1ec3 ph\u00e2n t\u00edch th\u1ecb tr\u01b0\u1eddng, b\u1ea1n c\u00f3 th\u1ec3 s\u1eed d\u1ee5ng c\u00e1c c\u00f4ng c\u1ee5 ph\u00e2n t\u00edch d\u1eef li\u1ec7u \u0111\u1ec3 h\u1ed7 tr\u1ee3. H\u00e3y xem th\u00eam v\u1ec1 c\u00e1c <a href=\"https:\/\/dtmconsulting.vn\/en\/cac-phan-mem-duoc-su-dung-trong-phan-tich-du-lieu-nghien-cuu-thi-truong\/\">ph\u1ea7n m\u1ec1m ph\u00e2n t\u00edch d\u1eef li\u1ec7u<\/a>.<\/p>\n<p style=\"text-align: right;\"><em>Ngu\u1ed3n: Thebusinessplanshop + Pestleanalysis + Wikipedia + Uschamber<\/em><\/p>","protected":false},"excerpt":{"rendered":"<p>M\u1ed9t th\u1ecb tr\u01b0\u1eddng th\u1ecfa m\u00e3n \u0111\u01b0\u1ee3c ba \u0111\u1eb7c t\u00ednh l\u00e0 t\u1eadp h\u1ee3p ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u00f3 m\u1ee9c \u0111\u1ed9 quan t\u00e2m, c\u00f3 thu nh\u1eadp ph\u00f9 h\u1ee3p, c\u00f3 kh\u1ea3 n\u0103ng ti\u1ebfp c\u1eadn t\u1edbi m\u1ed9t s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5 \u0111\u00e3 \u0111\u01b0\u1ee3c thi\u1ebft k\u1ebf l\u00e0 th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau ti\u1ec1m n\u0103ng c\u1ee7a doanh nghi\u1ec7p. Tuy nhi\u00ean, doanh nghi\u1ec7p kh\u00f4ng th\u1ec3 [&hellip;]<\/p>","protected":false},"author":4,"featured_media":10408,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"footnotes":""},"categories":[74,128],"tags":[651],"class_list":["post-10365","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","category-chia-se-kien-thuc","tag-nghien-cuu-thi-truong-tag",""],"_links":{"self":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/10365","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/comments?post=10365"}],"version-history":[{"count":12,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/10365\/revisions"}],"predecessor-version":[{"id":12505,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/10365\/revisions\/12505"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/media\/10408"}],"wp:attachment":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/media?parent=10365"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/categories?post=10365"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/tags?post=10365"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}