{"id":11703,"date":"2020-08-05T10:53:49","date_gmt":"2020-08-05T03:53:49","guid":{"rendered":"https:\/\/dtmconsulting.vn\/?p=11703"},"modified":"2020-08-05T12:08:15","modified_gmt":"2020-08-05T05:08:15","slug":"tuyen-ngon-dinh-vi-thuong-hieu","status":"publish","type":"post","link":"https:\/\/dtmconsulting.vn\/en\/tuyen-ngon-dinh-vi-thuong-hieu\/","title":{"rendered":"Tuy\u00ean ng\u00f4n \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u l\u00e0 g\u00ec? C\u00e1ch t\u1ea1o v\u00e0 V\u00ed d\u1ee5"},"content":{"rendered":"

Trong chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u1ed9t c\u00f4ng ty, \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u chi\u1ebfm m\u1ed9t vai tr\u00f2 quan tr\u1ecdng.<\/p>\n

\u0110\u1ec3 \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u, doanh nghi\u1ec7p c\u00f3 nhi\u1ec1u \u0111i\u1ec1u \u0111\u1ec3 l\u00e0m, m\u1ed9t trong nh\u1eefng ph\u1ea7n \u0111\u00f3 l\u00e0 tuy\u00ean b\u1ed1 \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n

T\u1ea1i \u0111\u00e2y, ch\u00fang t\u00f4i s\u1ebd gi\u1edbi thi\u1ec7u cho b\u1ea1n v\u1ec1 tuy\u00ean ng\u00f4n \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u l\u00e0 g\u00ec<\/strong> v\u00e0 l\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 tuy\u00ean b\u1ed1 m\u1ed9t \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u<\/strong> v\u00e0 c\u00e1c v\u00ed d\u1ee5 v\u1ec1 n\u00f3.<\/p>\n

H\u00e3y quay tr\u1edf l\u1ea1i m\u1ed9t ch\u00fat v\u1ec1 “\u0110\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u l\u00e0 g\u00ec<\/a>“:<\/p>\n

\u201c\u0110\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u l\u00e0 m\u1ed9t h\u00e0nh \u0111\u1ed9ng thi\u1ebft k\u1ebf h\u00ecnh \u1ea3nh v\u00e0 cung c\u1ea5p c\u1ee7a c\u00f4ng ty \u0111\u1ec3 chi\u1ebfm m\u1ed9t v\u1ecb tr\u00ed kh\u00e1c bi\u1ec7t trong t\u00e2m tr\u00ed c\u1ee7a th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau.\u201d \u2013 Philip Kotler<\/em><\/p>\n

\"Tuy\u00ean<\/p>\n

1-Tuy\u00ean ng\u00f4n \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u l\u00e0 g\u00ec?<\/h2>\n

Tuy\u00ean ng\u00f4n \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u<\/strong> (Brand Positioning Statement<\/strong>) l\u00e0 m\u1ed9t tuy\u00ean b\u1ed1, m\u1ed9t c\u00e2u v\u0103n truy\u1ec1n \u0111\u1ea1t gi\u00e1 tr\u1ecb c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ed9c nh\u1ea5t t\u1edbi kh\u00e1ch h\u00e0ng.<\/em><\/p>\n

Tuy\u00ean b\u1ed1 \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u l\u00e0 nh\u1eefng g\u00ec m\u00e0 th\u01b0\u01a1ng hi\u1ec7u mong mu\u1ed1n kh\u00e1ch h\u00e0ng nh\u00ecn nh\u1eadn h\u1ecd.<\/p>\n

Trong\u00a0Crossing the Chasm,<\/em> Geoffrey Moore \u0111\u00e3 t\u1ea1o ra m\u1ed9t m\u1eabu tuy\u00ean ng\u00f4n \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u<\/strong> \u0111\u1ec3 b\u1ea5t k\u1ef3 c\u00f4ng ty n\u00e0o c\u0169ng c\u00f3 th\u1ec3 th\u1eed nghi\u1ec7m v\u1edbi n\u00f3:<\/p>\n

“For (target customer) who (statement of the need or opportunity), the (product name) is a (product category) that (statement of key benefit; also called a compelling reason to believe). Unlike (primary competitive alternative), our product (statement of primary differentiation).”<\/em><\/p>\n

T\u1ea1m d\u1ecbch:<\/strong> “\u0110\u1ed1i v\u1edbi (kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau), ng\u01b0\u1eddi (tuy\u00ean b\u1ed1 v\u1ec1 nhu c\u1ea7u ho\u1eb7c c\u01a1 h\u1ed9i), (t\u00ean s\u1ea3n ph\u1ea9m) l\u00e0 (danh m\u1ee5c s\u1ea3n ph\u1ea9m) m\u00e0 (tuy\u00ean b\u1ed1 v\u1ec1 l\u1ee3i \u00edch ch\u00ednh; g\u1ecdi l\u00e0 m\u1ed9t l\u00fd do thuy\u1ebft ph\u1ee5c \u0111\u1ec3 tin). Kh\u00f4ng gi\u1ed1ng nh\u01b0 (thay th\u1ebf c\u1ea1nh tranh ch\u00ednh), s\u1ea3n ph\u1ea9m c\u1ee7a ch\u00fang t\u00f4i (tuy\u00ean b\u1ed1 v\u1ec1 s\u1ef1 kh\u00e1c bi\u1ec7t ch\u00ednh).”<\/em><\/p>\n

2-C\u00e1ch t\u1ea1o tuy\u00ean ng\u00f4n \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u<\/h2>\n

\"t\u1ea1o<\/p>\n

\u0110\u1ec3 c\u00f3 th\u1ec3 vi\u1ebft n\u00ean, t\u1ea1o n\u00ean m\u1ed9t tuy\u00ean ng\u00f4n \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u t\u1ed1t nh\u1ea5t, c\u00f3 b\u1ed1n y\u1ebfu t\u1ed1 quan tr\u1ecdng m\u00e0 b\u1ea1n c\u1ea7n ph\u1ea3i quan t\u00e2m:<\/p>\n