![\"\"](\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/08\/doanh-nghi\u1ec7p-chu\u1ea9n-b\u1ecb-g\u00ec-trong-v\u00e0-sau-COVID-19.png\")
<\/a><\/p>\nC\u00e1c c\u00e2u h\u1ecfi m\u00e0 nhi\u1ec1u ng\u01b0\u1eddi \u0111ang v\u1eadt l\u1ed9n v\u1edbi bao g\u1ed3m: B\u00ecnh th\u01b0\u1eddng ti\u1ebfp theo s\u1ebd nh\u01b0 th\u1ebf n\u00e0o? V\u00e0 th\u1eddi gian can thi\u1ec7p c\u1ee7a c\u00e1c h\u1ea1n ch\u1ebf m\u1ed9t ph\u1ea7n s\u1ebd k\u00e9o d\u00e0i bao l\u00e2u?<\/p>\n
R\u00f5 r\u00e0ng r\u1eb1ng v\u1edbi di\u1ec5n bi\u1ebfn c\u1ee7a COVID-19 nh\u01b0 hi\u1ec7n nay th\u00ec c\u00e1c bi\u1ec7n ph\u00e1p \u0111i\u1ec1u ti\u1ebft v\u00e0 can thi\u1ec7p s\u1ebd c\u00e0ng k\u00e9p d\u00e0i h\u01a1n. C\u1ea3 NTD l\u1eabn nh\u00e0 kinh doanh b\u00e1n l\u1ebb s\u1ebd bu\u1ed9c ph\u1ea3i th\u00edch nghi v\u1edbi s\u1ef1 “b\u1ea5t b\u00ecnh th\u01b0\u1eddng” nh\u01b0 hi\u1ec7n nay nh\u01b0 h\u1ea1n ch\u1ebf ra ngo\u00e0i, ti\u1ebfp x\u00fac v\u00e0 t\u1ee5 t\u1eadp \u0111\u00f4ng ng\u01b0\u1eddi,… Nh\u1ea5t l\u00e0 c\u00e1c \u0111\u1ecba \u0111i\u1ec3m mua b\u00e1n c\u00e1c h\u00e0ng h\u00f3a kh\u00f4ng thu\u1ed9c nhu y\u1ebfu ph\u1ea9m ho\u1eb7c l\u00e0 n\u01a1i t\u1ee5 t\u1eadp \u0111\u00f4ng ng\u01b0\u1eddi kh\u00f4ng b\u1ea3o \u0111\u1ea3m c\u00e1c \u0111i\u1ec1u ki\u1ec7n an to\u00e0n s\u1ebd c\u00e0ng ph\u1ea3i ch\u1edd th\u00eam \u0111\u1ec3 m\u1edf l\u1ea1i.<\/p>\n
Trong t\u00ecnh h\u00ecnh hi\u1ec7n t\u1ea1i c\u00e1c xu h\u01b0\u1edbng ch\u00fang ta \u0111ang th\u1ea5y t\u1eeb ch\u00e2u \u00c1 l\u00e0 \u0111i\u1ec3n h\u00ecnh cho th\u1ebf gi\u1edbi v\u00e0 b\u00e0i h\u1ecdc t\u1eeb cu\u1ed9c suy tho\u00e1i kinh t\u1ebf v\u1eeba qua khi\u1ebfn c\u00e1c chuy\u00ean gia d\u1ef1 \u0111o\u00e1n v\u1ec1 h\u00e0nh vi c\u1ee7a NTD: t\u0103ng \u0111\u1ed9 nh\u1ea1y c\u1ea3m v\u1edbi gi\u00e1, tham gia v\u00e0o m\u00f4i tr\u01b0\u1eddng k\u1ef9 thu\u1eadt s\u1ed1 cao h\u01a1n, gia t\u0103ng c\u00e1c m\u1ed1i quan t\u00e2m v\u1ec1 s\u1ee9c kh\u1ecfe v\u00e0 v\u1ec7 sinh, \u1edf nh\u00e0 v\u00e0 t\u00e1i \u0111\u1ecbnh ngh\u0129a v\u1ec1 \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u (Brand Position)<\/a>.<\/p>\n C\u00e1c chuy\u00ean gia c\u0169ng hy v\u1ecdng nh\u1eadn th\u1ea5y s\u1ef1 thay \u0111\u1ed5i trong c\u00e1c k\u00eanh truy\u1ec1n th\u00f4ng quan tr\u1ecdng: m\u1ed9t ng\u00e0nh d\u1ecbch v\u1ee5 th\u1ef1c ph\u1ea9m nh\u1ecf h\u01a1n, h\u1ee3p nh\u1ea5t nh\u00e0 b\u00e1n l\u1ebb, s\u1ef1 gia t\u0103ng c\u1ee7a c\u00e1c nh\u00e0 b\u00e1n l\u1ebb theo gi\u00e1 tr\u1ecb v\u00e0 s\u1ef1 t\u0103ng tr\u01b0\u1edfng th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed.<\/p>\n C\u00f3 \u0111\u1ebfn hai ph\u1ea7n ba ng\u01b0\u1eddi ti\u00eau d\u00f9ng bi quan ho\u1eb7c kh\u00f4ng ch\u1eafc ch\u1eafn v\u1ec1 \u1ea3nh h\u01b0\u1edfng l\u00e2u d\u00e0i c\u1ee7a \u0111\u1ea1i d\u1ecbch COVID-19. B\u1ea5t ch\u1ea5p so s\u00e1nh l\u1ea1c quan\u00a0 trong vi\u1ec7c ph\u1ee5c h\u1ed3i kinh t\u1ebf, 46% ng\u01b0\u1eddi ti\u00eau d\u00f9ng M\u1ef9 v\u00e0 28% ng\u01b0\u1eddi ti\u00eau d\u00f9ng Trung Qu\u1ed1c cho bi\u1ebft h\u1ecd c\u00f3 k\u1ebf ho\u1ea1ch gi\u1ea3m chi ti\u00eau trong nh\u1eefng tu\u1ea7n t\u1edbi (1).<\/p>\n Cu\u1ed9c kh\u1ee7ng ho\u1ea3ng n\u0103m 2008 c\u00f3 th\u1ec3 coi t\u01b0\u01a1ng t\u1ef1 nh\u01b0 COVID-19, v\u00e0 trong ho\u00e0n c\u1ea3nh \u0111\u00f3, nhi\u1ec1u ch\u00ednh ph\u1ee7 \u0111\u01b0a ra c\u00e1c bi\u1ec7n ph\u00e1p t\u00e0i ch\u00ednh t\u00e1o b\u1ea1o, ch\u01b0a t\u1eebng c\u00f3, nh\u01b0ng ch\u00fang t\u00f4i tin r\u1eb1ng n\u00f3 cung c\u1ea5p nh\u1eefng b\u00e0i h\u1ecdc qu\u00fd gi\u00e1 v\u1ec1 c\u00e1ch ng\u01b0\u1eddi ti\u00eau d\u00f9ng h\u00e0nh x\u1eed d\u01b0\u1edbi \u00e1p l\u1ef1c t\u00e0i ch\u00ednh. S\u1ef1 suy tho\u00e1i \u0111\u00f3 \u0111\u00e3 \u1ea3nh h\u01b0\u1edfng l\u00e2u d\u00e0i \u0111\u1ebfn ni\u1ec1m tin c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng cho \u0111\u1ebfn cho \u0111\u1ebfn n\u0103m 2011 t\u1ea1i \u0110\u1ee9c, 2014 t\u1ea1i V\u01b0\u01a1ng qu\u1ed1c Anh v\u00e0 Hoa K\u1ef3 v\u00e0 2017 t\u1ea1i Trung Qu\u1ed1c. (2)<\/p>\n Xu h\u01b0\u1edbng ti\u00eau d\u00f9ng theo h\u01b0\u1edbng gi\u1ea3m chi ti\u00eau \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng theo nhi\u1ec1u c\u00e1ch:<\/p>\n Do c\u00e1c quy \u0111\u1ecbnh gi\u00e3n c\u00e1ch x\u00e3 h\u1ed9i t\u1ea1i c\u00e1c \u0111\u1ecba \u0111i\u1ec3m th\u1ef1c t\u1ebf \u0111\u00e3 l\u00e0m t\u0103ng m\u1ee9c \u0111\u1ed9 v\u00e0 t\u1ea7n su\u1ea5t s\u1eed d\u1ee5ng c\u00e1c k\u00eanh tr\u00ean internet \u0111i\u1ec3n h\u00ecnh l\u00e0 c\u00e1c k\u00eanh th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed.\u00a0 \u0110\u1ed1i v\u1edbi nhi\u1ec1u lo\u1ea1i m\u1eb7t h\u00e0ng, th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed \u0111\u00e3 thay th\u1ebf c\u00e1c c\u1eeda h\u00e0ng v\u1eadt l\u00fd.<\/p>\n S\u1ef1 thay \u0111\u1ed5i v\u1ec1 c\u00e1ch ng\u01b0\u1eddi ti\u00eau d\u00f9ng tham gia c\u00e1c k\u00eanh n\u00e0y s\u1ebd duy tr\u00ec \u1edf m\u1ed9t m\u1ee9c \u0111\u1ed9 n\u00e0o \u0111\u00f3, \u0111\u1eb7c bi\u1ec7t l\u00e0 \u1edf c\u00e1c qu\u1ed1c gia n\u01a1i c\u00e1c nh\u00e0 b\u00e1n l\u1ebb tr\u01b0\u1edbc \u0111\u00f3 \u0111\u00e3 c\u00f3 \u0111\u1ee7 kh\u1ea3 n\u0103ng \u0111\u1ec3 cung c\u1ea5p tr\u1ea3i nghi\u1ec7m tr\u1ef1c tuy\u1ebfn t\u00edch c\u1ef1c. Tr\u01b0\u1eddng h\u1ee3p \u0111i\u1ec3n h\u00ecnh l\u00e0 Trung Qu\u1ed1c cho th\u1ea5y r\u1eb1ng 3 \u0111\u1ebfn 6% th\u1ecb ph\u1ea7n tr\u1ef1c tuy\u1ebfn \u0111\u01b0\u1ee3c th\u00fac \u0111\u1ea9y b\u1edfi c\u00e1c th\u1ebf h\u1ec7 c\u0169 \u0111\u00e3 v\u00e0 \u0111ang th\u00edch nghi tho\u1ea3i m\u00e1i v\u1edbi c\u00e1c k\u00eanh k\u1ef9 thu\u1eadt s\u1ed1 v\u00e0 b\u1edfi c\u00e1c ph\u00e2n kh\u00fac ng\u01b0\u1eddi ti\u00eau d\u00f9ng m\u1edbi \u0111\u00e3 v\u01b0\u1ee3t qua c\u00e1c r\u00e0o c\u1ea3n \u0111\u1ec3 d\u00f9ng th\u1eed (ch\u1eb3ng h\u1ea1n nh\u01b0 thi\u1ebft l\u1eadp t\u00e0i kho\u1ea3n). Ngo\u00e0i ra, trong trung h\u1ea1n, ch\u00fang t\u00f4i hy v\u1ecdng ng\u01b0\u1eddi mua h\u00e0ng s\u1ebd th\u00edch tr\u1ea3i nghi\u1ec7m mua s\u1eafm tr\u1ef1c tuy\u1ebfn an to\u00e0n tr\u00ean c\u01a1 s\u1edf mua s\u1eafm tr\u1ef1c tuy\u1ebfn thay v\u00ec mua s\u1eafm t\u1ea1i c\u00e1c c\u1eeda h\u00e0ng \u0111\u00f4ng \u0111\u00fac.<\/p>\n Amazon c\u00f3 kh\u1ea3 n\u0103ng x\u00e2y d\u1ef1ng cung \u1ee9ng th\u1ef1c ph\u1ea9m t\u01b0\u01a1i s\u1ed1ng v\u00e0 h\u00e0ng h\u00f3a \u0111\u00f3ng g\u00f3i, \u0111\u1eb7c bi\u1ec7t l\u00e0 t\u1ea1i c\u00e1c th\u1ecb tr\u01b0\u1eddng m\u00e0 c\u00e1c c\u1eeda h\u00e0ng t\u1ea1p h\u00f3a l\u1edbn thi\u1ebfu c\u00e1c k\u00eanh th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed. Trong th\u00e1ng b\u1eaft \u0111\u1ea7u t\u1eeb ng\u00e0y 14 th\u00e1ng 3, ngay c\u1ea3 tr\u01b0\u1edbc khi ch\u00ednh ph\u1ee7 ban h\u00e0nh h\u01b0\u1edbng d\u1eabn v\u1ec1 n\u01a1i \u1edf t\u1ea1m tr\u00fa, Amazon \u0111\u00e3 tr\u1ea3i qua \u200b\u200bm\u1ee9c t\u0103ng tr\u01b0\u1edfng h\u00e0ng n\u0103m l\u00e0 41% \u0111\u1ed1i v\u1edbi h\u00e0ng gia d\u1ee5ng, 25% \u0111\u1ed1i v\u1edbi c\u00e1c s\u1ea3n ph\u1ea9m y t\u1ebf v\u00e0 23% trong c\u00e1c c\u1eeda h\u00e0ng t\u1ea1p h\u00f3a.(10)<\/p>\n Xu h\u01b0\u1edbng ti\u00eau d\u00f9ng v\u1ec1 gi\u1eef g\u00ecn s\u1ee9c kh\u1ecfe \u0111\u00e3 k\u00e9o d\u00e0i v\u00e0 th\u1eadm ch\u00ed c\u00f2n t\u0103ng s\u1ee9c m\u1ea1nh trong su\u1ed1t \u0111\u1ee3t b\u00f9ng ph\u00e1t COVID-19. \u0102n u\u1ed1ng l\u00e0nh m\u1ea1nh v\u1eabn l\u00e0 \u01b0u ti\u00ean h\u00e0ng \u0111\u1ea7u c\u1ee7a ng\u01b0\u1eddi mua th\u1ef1c ph\u1ea9m tr\u00ean kh\u1eafp ch\u00e2u \u00c2u: s\u1ef1 quan t\u00e2m (ph\u1ea3n \u1ee9ng t\u00edch c\u1ef1c \u00edt ti\u00eau c\u1ef1c) l\u00e0 55%, t\u0103ng l\u00ean 82% \u1edf \u00dd.(11)<\/p>\n Ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u0169ng \u0111ang \u0111\u1ea7u t\u01b0 v\u00e0o t\u1eadp th\u1ec3 d\u1ee5c t\u1ea1i nh\u00e0: \u1edf \u0110\u1ee9c v\u00e0 Anh, doanh s\u1ed1 b\u00e1n thi\u1ebft b\u1ecb th\u1ec3 d\u1ee5c c\u1ee7a Amazon t\u0103ng kho\u1ea3ng 60% m\u1ed7i tu\u1ea7n trong th\u00e1ng ba.(12)<\/p>\n D\u1ef1 ki\u1ebfn xu h\u01b0\u1edbng ti\u00eau d\u00f9ng n\u00e0y ti\u1ebfp t\u1ee5c gia t\u0103ng ngay c\u1ea3 khi k\u1ebft th\u00fac COVID-19. V\u1ec7 sinh s\u1ebd tr\u1edf th\u00e0nh m\u1ed9t y\u1ebfu t\u1ed1 c\u1ed1t l\u00f5i cho vi\u1ec7c ch\u0103m s\u00f3c s\u1ee9c kh\u1ecfe. T\u1ed1c \u0111\u1ed9 lan truy\u1ec1n c\u1ee7a virus \u0111\u00e3 l\u00e0m n\u1ed5i b\u1eadt m\u1ee9c \u0111\u1ed9 k\u1ebft n\u1ed1i trong x\u00e3 h\u1ed9i v\u00e0 c\u00e1c nguy c\u01a1 li\u00ean quan. C\u00e1c th\u01b0\u01a1ng hi\u1ec7u n\u00ean xem x\u00e9t c\u00e1c t\u00e1c \u0111\u1ed9ng \u0111\u1ed1i v\u1edbi chi\u1ebfn l\u01b0\u1ee3c v\u00e0 truy\u1ec1n th\u00f4ng c\u1ee7a h\u1ecd (v\u00ed d\u1ee5, \u0111\u00e1nh gi\u00e1 l\u1ea1i c\u00e1c quy tr\u00ecnh s\u1ea3n xu\u1ea5t v\u00e0 \u0111\u00f3ng g\u00f3i, c\u0169ng nh\u01b0 nh\u1ea5n m\u1ea1nh \u0111\u1ebfn s\u1ee9c kh\u1ecfe v\u00e0 s\u1ef1 s\u1ea1ch s\u1ebd trong c\u00e1c th\u00f4ng \u0111i\u1ec7p marketing). Cu\u1ed9c chi\u1ebfn \u0111\u1ec3 lo\u1ea1i b\u1ecf COVID-19 s\u1ebd c\u00f2n d\u00e0i v\u00e0 c\u00e1c nh\u00e0 s\u1ea3n xu\u1ea5t, doanh nghi\u1ec7p mu\u1ed1n kinh doanh s\u1ebd c\u1ea7n ph\u1ea3i ch\u1ee9ng minh v\u1ec1 s\u1ef1 an to\u00e0n v\u00e0 tin c\u1eady c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n Khi c\u00e1c quy \u0111\u1ecbnh h\u1ea1n ch\u1ebf t\u1eadp trung v\u00e0 ra ngo\u00e0i \u0111\u01b0\u1ee3c d\u1ee1 b\u1ecf, d\u1ef1 ki\u1ebfn ng\u01b0\u1eddi ti\u00eau d\u00f9ng s\u1ebd ti\u1ebfp t\u1ee5c d\u00e0nh nhi\u1ec1u th\u1eddi gian \u1edf nh\u00e0 h\u01a1n, \u0111\u01b0\u1ee3c th\u00fac \u0111\u1ea9y b\u1edfi mong mu\u1ed1n ti\u1ebft ki\u1ec7m ti\u1ec1n, m\u1ed1i quan t\u00e2m an to\u00e0n v\u00e0 ni\u1ec1m vui m\u1edbi \u0111\u01b0\u1ee3c \u1edf nh\u00e0. Trong th\u1eddi k\u1ef3 kh\u1ee7ng ho\u1ea3ng, nhi\u1ec1u ng\u01b0\u1eddi \u0111\u00e3 \u0111\u1ea7u t\u01b0 n\u00e2ng c\u1ea5p nh\u00e0 v\u00e0 v\u01b0\u1eddn ho\u1eb7c mua thi\u1ebft b\u1ecb cho nh\u1eefng s\u1edf th\u00edch v\u00e0 h\u00ecnh th\u00e0nh nh\u1eefng th\u00f3i quen m\u1edbi. B\u00ean c\u1ea1nh c\u00e1c c\u1eeda h\u00e0ng t\u1ea1p h\u00f3a, danh m\u1ee5c ch\u1ee9ng ki\u1ebfn \u200b\u200bs\u1ef1 t\u0103ng tr\u01b0\u1edfng cao nh\u1ea5t trong th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed c\u1ee7a M\u1ef9 trong nh\u1eefng tu\u1ea7n g\u1ea7n \u0111\u00e2y l\u00e0 c\u00e1c nh\u00e0 s\u1ea3n xu\u1ea5t b\u00e1nh m\u00ec (t\u0103ng tr\u01b0\u1edfng 652%), nh\u1eefng th\u1ee9 kh\u00f4ng c\u1ea7n thi\u1ebft kh\u00e1c, ch\u1eb3ng h\u1ea1n nh\u01b0 d\u1ee5ng c\u1ee5 t\u1eadp t\u1ea1 (307%), m\u00e0n h\u00ecnh m\u00e1y t\u00ednh (179%) v\u00e0 b\u1ed9 d\u1ee5ng c\u1ee5 th\u1ee7 c\u00f4ng (117%) c\u0169ng l\u1ecdt v\u00e0o danh s\u00e1ch top 100 (13).<\/p>\n C\u00e1c c\u00f4ng ty s\u1ea3n xu\u1ea5t v\u00e0 kinh doanh l\u1edbn \u0111\u00e3 \u01b0u ti\u00ean truy\u1ec1n th\u00f4ng li\u00ean quan \u0111\u1ebfn kh\u1ee7ng ho\u1ea3ng (nh\u01b0 th\u00f4ng b\u00e1o v\u1ec1 c\u00e1c giao th\u1ee9c an to\u00e0n m\u1edbi v\u00e0 quy\u00ean g\u00f3p t\u1eeb thi\u1ec7n). C\u00e1c th\u01b0\u01a1ng hi\u1ec7u c\u0169ng \u0111\u00e3 s\u1eed d\u1ee5ng c\u00e1c k\u00eanh k\u1ef9 thu\u1eadt s\u1ed1 \u0111\u00e3 k\u1ebft n\u1ed1i nhanh ch\u00f3ng v\u1edbi c\u00e1c c\u1ed9ng \u0111\u1ed3ng tr\u00ean truy\u1ec1n th\u00f4ng x\u00e3 h\u1ed9i c\u1ee7a h\u1ecd v\u1ec1 c\u00e1ch h\u1ecd gi\u00fap \u0111\u1ee1 nh\u1eefng ng\u01b0\u1eddi b\u1ecb \u1ea3nh h\u01b0\u1edfng b\u1edfi COVID-19. Ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u00f3 th\u1ec3 mong \u0111\u1ee3i c\u00e1c c\u00f4ng ty ti\u1ebfp t\u1ee5c nh\u1ea5n m\u1ea1nh cao h\u01a1n v\u00e0o tr\u00e1ch nhi\u1ec7m x\u00e3 h\u1ed9i sau khi cu\u1ed9c kh\u1ee7ng ho\u1ea3ng k\u1ebft th\u00fac. \u0110i\u1ec1u \u0111\u00f3 cho th\u1ea5y r\u1eb1ng, c\u00e1c th\u01b0\u01a1ng hi\u1ec7u n\u00ean c\u1ea9n th\u1eadn truy\u1ec1n th\u00f4ng nh\u1eefng th\u00f4ng \u0111i\u1ec7p ph\u00f9 h\u1ee3p.<\/p>\n Trong \u0111\u1ea1i d\u1ecbch n\u00e0y, 77% ng\u01b0\u1eddi ti\u00eau d\u00f9ng cho bi\u1ebft h\u1ecd \u0111\u00e1nh gi\u00e1 cao c\u00e1c c\u00f4ng ty s\u1ea3n truy\u1ec1n th\u00f4ng c\u00e1ch c\u00e1c th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a h\u1ecd c\u00f3 th\u1ec3 h\u1eefu \u00edch trong cu\u1ed9c s\u1ed1ng h\u00e0ng ng\u00e0y, nh\u01b0ng m\u1ed9t t\u1ef7 l\u1ec7 g\u1ea7n nh\u01b0 b\u1eb1ng nhau cho bi\u1ebft c\u00e1c th\u01b0\u01a1ng hi\u1ec7u kh\u00f4ng n\u00ean “khai th\u00e1c” v\u00ec l\u00fd do COVID-19 nh\u01b0 m\u1ed9t c\u01a1 h\u1ed9i \u0111\u1ec3 kinh doanh v\u00e0 th\u01b0\u01a1ng m\u1ea1i. [15]<\/p>\n \u0110i\u1ec1u n\u00e0y s\u1ebd r\u1ea5t c\u1ea7n thi\u1ebft cho c\u00e1c c\u00f4ng ty \u0111\u1ec3 c\u00e2n b\u1eb1ng c\u00e1c l\u0129nh v\u1ef1c t\u1eadp trung v\u00e0o m\u1ed1i quan t\u00e2m c\u1ee7a nh\u00f3m ng\u01b0\u1eddi ti\u00eau d\u00f9ng m\u1edbi n\u1ed5i nh\u01b0 t\u00ednh b\u1ec1n v\u1eefng. 60% ng\u01b0\u1eddi ti\u00eau d\u00f9ng Anh cho r\u1eb1ng h\u1ecd c\u00e2n nh\u1eafc t\u00ednh b\u1ec1n v\u1eefng c\u1ee7a s\u1ea3n ph\u1ea9m khi \u0111i mua s\u1eafm th\u1ef1c ph\u1ea9m[16]. Tuy nhi\u00ean, ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111\u00e3 tr\u1edf n\u00ean nh\u1ea1y c\u1ea3m h\u01a1n v\u1ec1 gi\u00e1 ho\u1eb7c quan t\u00e2m nhi\u1ec1u h\u01a1n \u0111\u1ebfn v\u1ea5n \u0111\u1ec1 v\u1ec7 sinh, s\u1ebd c\u00f3 th\u1ec3 \u1ee7ng h\u1ed9 bao b\u00ec s\u1eed d\u1ee5ng m\u1ed9t l\u1ea7n.[17]<\/p>\n Cho \u0111\u1ebfn nay, h\u1ea7u h\u1ebft c\u00e1c c\u00f4ng ty \u0111\u1ec1u c\u00f3 c\u00e1c b\u1ed9 ph\u1eadn ch\u1ecbu tr\u00e1ch nhi\u1ec7m x\u1eed l\u00fd kh\u1ee7ng ho\u1ea3ng \u0111\u1ec3 theo d\u00f5i t\u00ecnh h\u00ecnh, xu h\u01b0\u1edbng ti\u00eau d\u00f9ng v\u00e0 ph\u1ea3n h\u1ed3i t\u01b0\u01a1ng \u1ee9ng. Tuy nhi\u00ean, chu\u1ea9n b\u1ecb cho cu\u1ed9c b\u00ecnh th\u01b0\u1eddng ti\u1ebfp theo, k\u00eau g\u1ecdi m\u1ed9t nh\u00f3m l\u00e0m vi\u1ec7c ri\u00eang bi\u1ec7t: m\u1ed9t nh\u00f3m c\u00f3 k\u1ebf ho\u1ea1ch tr\u01b0\u1edbc \u0111\u01b0\u1ee3c giao nhi\u1ec7m v\u1ee5 l\u1eadp k\u1ebf ho\u1ea1ch:<\/p>\n \u0110\u1ed9i ng\u0169 l\u00ean k\u1ebf ho\u1ea1ch n\u00ean xem x\u00e9t c\u00e1c gi\u1ea3 \u0111\u1ecbnh t\u00e0i ch\u00ednh c\u1ee7a c\u00f4ng ty, c\u00e1c s\u00e1ng ki\u1ebfn \u200b\u200b\u0111ang di\u1ec5n ra v\u00e0 c\u00e1c l\u1ef1a ch\u1ecdn chi\u1ebfn l\u01b0\u1ee3c v\u00e0 s\u1eafp x\u1ebfp ch\u00fang th\u00e0nh ba nh\u00f3m: V\u1eabn c\u00f2n \u0111\u00fang, sai v\u00e0 kh\u00f4ng ch\u1eafc ch\u1eafn. C\u00e1c c\u00f4ng ty c\u0169ng n\u00ean \u0111\u00e1nh gi\u00e1 l\u1ea1i k\u1ef3 v\u1ecdng t\u0103ng tr\u01b0\u1edfng n\u0103m 2020 v\u00e0 c\u00e1c y\u1ebfu t\u1ed1 th\u00fac \u0111\u1ea9y ch\u00ednh, bao g\u1ed3m th\u1ecb tr\u01b0\u1eddng, ch\u1ee7ng lo\u1ea1i v\u00e0 kh\u00e1ch h\u00e0ng s\u1ebd mang l\u1ea1i s\u1ef1 t\u0103ng tr\u01b0\u1edfng; vai tr\u00f2 c\u1ee7a c\u00e1c k\u1ebf ho\u1ea1ch ra m\u1eaft s\u1ea3n ph\u1ea9m v\u00e0 chi\u1ebfn d\u1ecbch trong b\u1ed1i c\u1ea3nh gi\u00e3n c\u00e1ch x\u00e3 h\u1ed9i v\u00e0 \u00e1p l\u1ef1c suy tho\u00e1i; v\u00e0 ph\u00e2n b\u1ed5 l\u1ea1i ngu\u1ed3n l\u1ef1c.<\/p>\n L\u1eadp k\u1ebf ho\u1ea1ch k\u1ecbch b\u1ea3n cho b\u00ecnh th\u01b0\u1eddng ti\u1ebfp theo l\u00e0 m\u1ed9t nhi\u1ec7m v\u1ee5 kh\u00f3 kh\u0103n nh\u1ea5t l\u00e0 v\u1edbi s\u1ef1 kh\u00e1c bi\u1ec7t l\u1edbn v\u1ec1 th\u1ecb tr\u01b0\u1eddng (v\u00e0 th\u1eadm ch\u00ed c\u00e1c khu v\u1ef1c ho\u1eb7c th\u00e0nh ph\u1ed1), v\u00e0 ch\u1ec9 l\u00e0 m\u1ed9t c\u00e1i nh\u00ecn s\u1edbm v\u1ec1 \u00fd ngh\u0129a ti\u00eau d\u00f9ng.<\/p>\n N\u00ean l\u00ean k\u1ebf ho\u1ea1ch v\u00e0 \u0111\u00e1nh gi\u00e1 \u00edt nh\u1ea5t b\u1ed1n k\u1ecbch b\u1ea3n \u1ee9ng cho t\u1eebng tr\u01b0\u1eddng ri\u00eang bi\u1ec7t, bao g\u1ed3m c\u00e1c b\u1ea5n \u0111\u1ec1 v\u00e0 k\u1ebft qu\u1ea3 ho\u1ea1t \u0111\u1ed9ng v\u00e0 c\u00e1c bi\u1ec7n ph\u00e1p ng\u0103n ch\u1eb7n v\u00e0 h\u1ed7 tr\u1ee3 t\u00e0i ch\u00ednh.<\/p>\n Sau khi l\u1eadp k\u1ebf ho\u1ea1ch k\u1ecbch b\u1ea3n chi ti\u1ebft, c\u00e1c c\u00f4ng ty c\u00f3 th\u1ec3 xem x\u00e9t \u0111\u1ecbnh h\u01b0\u1edbng h\u1ecd v\u1ec1 nh\u1eefng \u0111i\u1ec1u sau \u0111\u00e2y:<\/p>\n H\u00e3y suy ngh\u0129 v\u1ec1 c\u00e1ch s\u1eafp x\u1ebfp m\u00f4 h\u00ecnh ho\u1ea1t \u0111\u1ed9ng c\u1ee7a b\u1ea1n v\u1edbi c\u00e1c t\u01b0 th\u1ebf n\u00e0y v\u00e0 v\u1ec1 nh\u1eefng c\u01a1 b\u1eafp m\u1edbi m\u00e0 b\u1ea1n c\u00f3 th\u1ec3 ph\u1ea3i x\u00e2y d\u1ef1ng.\u00a0Thi\u1ebft l\u1eadp t\u01b0 th\u1ebf v\u00e0 h\u01b0\u1edbng \u0111i r\u1ed9ng c\u1ee7a b\u1ea1n s\u1ebd gi\u00fap b\u1ea1n quy\u1ebft \u0111\u1ecbnh c\u00e1c b\u01b0\u1edbc \u0111i chi\u1ebfn l\u01b0\u1ee3c.<\/p>\n Sau \u0111\u00f3, nh\u00f3m l\u00ean k\u1ebf ho\u1ea1ch c\u00f3 th\u1ec3 ph\u00e1c th\u1ea3o v\u00e0 l\u00ean k\u1ebf ho\u1ea1ch h\u00e0nh \u0111\u1ed9ng ki\u1ec3m tra ngu\u1ed3n l\u1ef1c cho t\u1eebng k\u1ecbch b\u1ea3n.<\/p>\n C\u00e1c ho\u1ea1t \u0111\u1ed9ng c\u1ee5 th\u1ec3 s\u1ebd ph\u1ee5 thu\u1ed9c m\u1ed9t ph\u1ea7n v\u00e0o m\u00f4 h\u00ecnh kinh doanh (business model) c\u1ee7a c\u00f4ng ty, nh\u01b0ng t\u1ea5t c\u1ea3 c\u00e1c c\u00f4ng ty n\u00ean t\u0103ng c\u01b0\u1eddng m\u1ed1i quan h\u1ec7 v\u1edbi c\u00e1c \u0111\u1ed1i t\u00e1c th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed c\u1ee7a b\u00ean th\u1ee9 ba v\u00e0 l\u00e0m vi\u1ec7c v\u1edbi h\u1ecd theo nh\u1eefng c\u00e1ch m\u1edbi, ch\u1eb3ng h\u1ea1n nh\u01b0 trao \u0111\u1ed5i d\u1eef li\u1ec7u s\u00e2u h\u01a1n ho\u1eb7c l\u01b0u tr\u1eef chia s\u1ebb. \u0110\u1ed3ng th\u1eddi, tr\u00e1nh s\u1ef1 ph\u1ee5 thu\u1ed9c qu\u00e1 l\u1edbn v\u00e0o g\u00e3 kh\u1ed5ng l\u1ed3 tr\u00ean th\u1ecb tr\u01b0\u1eddng \u0111i\u1ec7n t\u1eed, c\u1ee7ng c\u1ed1 m\u1ed1i quan h\u1ec7 c\u1ee7a b\u1ea1n v\u1edbi \u0111\u1ed1i t\u00e1c th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed nh\u01b0 trang web DTC, th\u1ecb tr\u01b0\u1eddng thu\u1ed9c s\u1edf h\u1eefu ho\u1eb7c h\u1ec7 sinh th\u00e1i ho\u1eb7c quan h\u1ec7 \u0111\u1ed1i t\u00e1c m\u00e0 b\u1ea1n ki\u1ec3m so\u00e1t s\u1ef1 hi\u1ec7n di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u00ecnh v\u00e0 s\u1edf h\u1eefu c\u00e1c m\u1ed1i quan h\u1ec7 v\u00e0 d\u1eef li\u1ec7u c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng.<\/p>\n Trong khi h\u00e0nh tr\u00ecnh quy\u1ebft \u0111\u1ecbnh c\u1ee7a kh\u00e1ch h\u00e0ng bao g\u1ed3m nhi\u1ec1u \u0111i\u1ec3m ti\u1ebfp x\u00fac k\u1ef9 thu\u1eadt s\u1ed1 h\u01a1n v\u00e0 ng\u00e0y c\u00e0ng ph\u1ee9c t\u1ea1p, ng\u01b0\u1eddi mua h\u00e0ng s\u1ebd mong \u0111\u1ee3i c\u00e1c doanh nghi\u1ec7p c\u00f3 s\u1ef1 hi\u1ec7n di\u1ec7n nh\u1ea5t qu\u00e1n tr\u1ef1c tuy\u1ebfn v\u00e0 truy\u1ec1n th\u1ed1ng. N\u1eafm b\u1eaft v\u00e0 qu\u1ea3n l\u00fd d\u1eef li\u1ec7u s\u1ebd r\u1ea5t c\u1ea7n thi\u1ebft v\u00e0 c\u00f3 th\u1ec3 gi\u00fap cung c\u1ea5p c\u00e1ch th\u1ee9c marketing ch\u00ednh x\u00e1c v\u1edbi chi ph\u00ed t\u1ed1i \u01b0u v\u00e0 hi\u1ec7u qu\u1ea3 h\u01a1n.<\/p>\n Theo xu h\u01b0\u1edbng thay \u0111\u1ed5i tr\u00ean c\u00e1c k\u00eanh b\u00e1n l\u1ebb c\u00e1c c\u00f4ng ty n\u00ean thi\u1ebft l\u1eadp l\u1ea1i chi\u1ebfn l\u01b0\u1ee3c k\u00eanh xung quanh c\u1ea3 c\u00e1c xu h\u01b0\u1edbng to\u00e0n c\u1ea7u\u00a0 nh\u01b0 t\u00ednh b\u1ec1n v\u1eefng. \u0110i\u1ec1u n\u00e0y s\u1ebd c\u1ea7n doanh nghi\u1ec7p xem x\u00e9t l\u1ea1i chi\u1ebfn l\u01b0\u1ee3c ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng v\u00e0 m\u1ee5c ti\u00eau t\u0103ng tr\u01b0\u1edfng v\u00e0 s\u1ef1 hi\u1ec3u bi\u1ebft v\u1ec1 c\u00e1c kh\u1ea3 n\u0103ng c\u1ee7a c\u00f4ng ty c\u00f3 th\u1ec3 c\u1ea7n cho quan h\u1ec7 \u0111\u1ed1i t\u00e1c m\u1edbi.<\/p>\n T\u00e1i \u0111\u1ea7u t\u01b0 t\u1ed5ng th\u1ec3 khi c\u1ea7n thi\u1ebft v\u00e0 x\u00e2y d\u1ef1ng c\u00e1c kh\u00e1ch h\u00e0ng \u01b0u ti\u00ean m\u1edbi v\u1edbi c\u00e1c th\u1ecfa thu\u1eadn l\u00e0m vi\u1ec7c m\u1ea1nh m\u1ebd h\u01a1n. Ph\u00e2n b\u1ed5 l\u1ea1i c\u00e1c kho\u1ea3n chi ph\u00ed, lo\u1ea1i b\u1ecf c\u00e1c kho\u1ea3n chi ti\u00eau \u01b0u ti\u00ean th\u1ea5p h\u01a1n. Ngo\u00e0i ra, xem x\u00e9t l\u1ea1i c\u00e1c d\u1ecbch v\u1ee5, h\u1eadu m\u00e3i,.. \u0111i k\u00e8m cho kh\u00e1ch h\u00e0ng trong v\u00e0 sau khi c\u00e1c l\u1ecbch d\u00e3n c\u00e1ch \u0111\u01b0\u1ee3c g\u1ee1 b\u1ecf.\u00a0S\u1eeda \u0111\u1ed5i xem x\u00e9t l\u1ea1i ch\u00ednh s\u00e1ch gi\u00e1<\/p>\n L\u1ef1a ch\u1ecdn kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau<\/p><\/div>\n Sau cu\u1ed9c kh\u1ee7ng ho\u1ea3ng, c\u00e1c nh\u00e0 b\u00e1n l\u1ebb c\u00f3 th\u1ec3 c\u1ea7n \u0111\u00e1nh gi\u00e1 l\u1ea1i t\u1ea7m nh\u00ecn v\u00e0 ph\u00e2n lo\u1ea1i danh m\u1ee5c c\u1ee7a h\u1ecd, \u0111\u00e2y c\u00f3 th\u1ec3 l\u00e0 tin t\u1ed1t cho c\u00e1c c\u00f4ng ty s\u1ea3n xu\u1ea5t c\u00f3 nhi\u1ec1u d\u00f2ng s\u1ea3n ph\u1ea9m v\u00e0 \u0111a d\u1ea1ng c\u00e1c m\u1ee9c gi\u00e1.<\/p>\n \u0110\u1ec3 chu\u1ea9n b\u1ecb c\u00e1c k\u1ebf ho\u1ea1ch h\u00e0nh \u0111\u1ed9ng, c\u00e1c doanh nghi\u1ec7p c\u1ea7n hi\u1ec3u r\u00f5 h\u01a1n v\u1ec1 ng\u01b0\u1eddi ti\u00eau d\u00f9ng m\u1ee5c ti\u00eau h\u01a1n b\u1ea5t k\u1ef3 ai kh\u00e1c: xem x\u00e9t l\u1ea1i insight v\u00e0 h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng<\/a> (customer journey), c\u00e1c \u0111i\u1ec3m ch\u1ea1m (touch-point), \u0111i\u1ec3m nh\u1ea1y c\u1ea3m (pain point<\/a>),…N\u1ebfu doanh nghi\u1ec7p b\u1ea1n c\u1ea3m th\u1ea5y khuy\u1ebft thi\u1ebfu ho\u1eb7c h\u00e0nh vi ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111\u00e3 thay \u0111\u1ed5i n\u00ean b\u1ed5 sung ngay l\u1eadp t\u1ee9c c\u00e1c d\u1eef li\u1ec7u v\u00e0\u00a0nghi\u00ean c\u1ee9u ng\u01b0\u1eddi ti\u00eau d\u00f9ng<\/a>.<\/p>\n N\u00ean t\u00e1i x\u00e2y d\u1ef1ng c\u00e1c danh m\u1ee5c \u0111\u1ea7u t\u01b0 d\u1ef1a tr\u00ean s\u1ef1 thay \u0111\u1ed5i trong nhu c\u1ea7u c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u00e0 kh\u00e1ch h\u00e0ng v\u00e0 v\u1ec1 nh\u1eefng thay \u0111\u1ed5i trong ngu\u1ed3n cung \u1ee9ng v\u00e0 chu\u1ed7i cung \u1ee9ng. S\u1ebd kh\u00f4ng c\u00f3 s\u1ea3n ph\u1ea9m n\u00e0o \u0111\u00e1p \u1ee9ng \u0111\u01b0\u1ee3c h\u1ebft nhu c\u1ea7u th\u1ecb tr\u01b0\u1eddng.<\/p>\nKinh t\u1ebf b\u1ea5p b\u00eanh, d\u1eabn \u0111\u1ebfn nh\u1ea1y c\u1ea3m v\u1ec1 gi\u00e1<\/h2>\n
<\/a><\/p>\n\n
M\u1ed9t s\u1ef1 thay \u0111\u1ed5i trong vi\u1ec7c tham gia c\u00e1c n\u1ec1n t\u1ea3ng k\u1ef9 thu\u1eadt s\u1ed1<\/h2>\n
<\/a><\/p>\nGia t\u0103ng s\u1ef1 quan t\u00e2m \u00fd \u0111\u1ebfn s\u1ee9c kh\u1ecfe v\u00e0 v\u1ec7 sinh<\/h2>\n
D\u00e0nh nhi\u1ec1u th\u1eddi gian \u1edf nh\u00e0<\/h2>\n
\u0110\u1ecbnh h\u00ecnh l\u1ea1i m\u1ee5c ti\u00eau<\/h2>\n
\u0110i tr\u01b0\u1edbc chu\u1ea9n b\u1ecb cho giai \u0111o\u1ea1n s\u1eafp t\u1edbi<\/h2>\n
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C\u00e1i nh\u00ecn th\u1ef1c t\u1ebf v\u1ec1 v\u1ecb tr\u00ed kh\u1edfi \u0111i\u1ec3m<\/h3>\n<\/li>\n<\/ol>\n
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X\u00e2y d\u1ef1ng c\u00e1c k\u1ecbch b\u1ea3n \u1ee9ng ph\u00f3 cho c\u00e1c tr\u01b0\u1eddng h\u1ee3p<\/h3>\n<\/li>\n<\/ol>\n
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Thi\u1ebft l\u1eadp \u0111\u1ecbnh h\u01b0\u1edbng xa h\u01a1n<\/h3>\n<\/li>\n<\/ol>\n
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<\/a><\/p>\n\n
X\u00e1c \u0111\u1ecbnh c\u00e1c ho\u1ea1t \u0111\u1ed9ng chi\u1ebfn l\u01b0\u1ee3c<\/h3>\n<\/li>\n<\/ol>\n
T\u0103ng t\u1ed1c th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed v\u00e0 digital marketing<\/h4>\n
Xem l\u1ea1i chi\u1ebfn l\u01b0\u1ee3c k\u00eanh v\u00e0 ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng<\/h4>\n
<\/a>T\u0103ng c\u01b0\u1eddng \u0111\u1ecbnh h\u01b0\u1edbng m\u1ee5c ti\u00eau<\/h4>\n