{"id":12057,"date":"2020-11-09T11:21:46","date_gmt":"2020-11-09T04:21:46","guid":{"rendered":"https:\/\/dtmconsulting.vn\/?p=12057"},"modified":"2020-11-16T09:47:48","modified_gmt":"2020-11-16T02:47:48","slug":"market-research-and-competitor-analysis","status":"publish","type":"post","link":"https:\/\/dtmconsulting.vn\/en\/market-research-and-competitor-analysis\/","title":{"rendered":"Market research v\u00e0 Competitive analysis"},"content":{"rendered":"<p><strong>Nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng (market research)<\/strong> c\u00f3 th\u1ec3 gi\u00fap doanh nghi\u1ec7p t\u00ecm ki\u1ebfm v\u00e0 t\u00ecm hi\u1ec3u kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau.<\/p>\n<p><strong>Ph\u00e2n t\u00edch c\u1ea1nh tranh (competivie analysis)<\/strong> gi\u00fap doanh nghi\u1ec7p t\u00ecm ra l\u1ee3i th\u1ebf ri\u00eang v\u00e0 tr\u1edf n\u00ean \u0111\u1ed9c \u0111\u00e1o trong t\u00e2m tr\u00ed kh\u00e1ch h\u00e0ng.<\/p>\n<p>Vi\u1ec7c s\u1eed d\u1ee5ng k\u1ebft h\u1ee3p hai c\u00f4ng c\u1ee5 n\u00e0y v\u1edbi nhau c\u00f3 th\u1ec3 gi\u00fap cho doanh nghi\u1ec7p t\u1ea1o d\u1ef1ng l\u1ee3i th\u1ebf c\u1ea1nh tranh ri\u00eang cho c\u00e1c doanh nghi\u1ec7p khi\u1ebfn cho vi\u1ec7c kinh doanh ph\u00e1t tri\u1ec3n t\u1ed1t h\u01a1n.<\/p>\n<h2>1-Nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng<\/h2>\n<h3>Nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng l\u00e0 g\u00ec?<\/h3>\n<p><em>Nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng l\u00e0 m\u1ed9t nghi\u00ean c\u1ee9u v\u1ec1 c\u00e1c \u0111\u1eb7c \u0111i\u1ec3m c\u1ee7a m\u1ed9t th\u1ecb tr\u01b0\u1eddng m\u00e0 m\u1ed9t c\u00f4ng ty hy v\u1ecdng s\u1ebd th\u00e2m nh\u1eadp v\u00e0 thu \u0111\u01b0\u1ee3c l\u1ee3i nhu\u1eadn t\u1eeb th\u1ecb tr\u01b0\u1eddng \u0111\u00f3.<\/em><\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter wp-image-10358 size-full\" src=\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/02\/phan-tich-du-lieu-la-gi.jpg\" alt=\"Nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng\" width=\"800\" height=\"371\" srcset=\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/02\/phan-tich-du-lieu-la-gi.jpg 800w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/02\/phan-tich-du-lieu-la-gi-300x139.jpg 300w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/02\/phan-tich-du-lieu-la-gi-768x356.jpg 768w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/02\/phan-tich-du-lieu-la-gi-260x121.jpg 260w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/02\/phan-tich-du-lieu-la-gi-50x23.jpg 50w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/02\/phan-tich-du-lieu-la-gi-150x70.jpg 150w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/p>\n<p>Nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng gi\u00fap cung c\u1ea5p c\u00e1c th\u00f4ng tin c\u1ea7n thi\u1ebft \u0111\u1ec3 c\u00e1c t\u1ed5 ch\u1ee9c, doanh nghi\u1ec7p gi\u1ea3i quy\u1ebft nh\u1eefng v\u1ea5n \u0111\u1ec1 marketing; thi\u1ebft k\u1ebf c\u00e1c ph\u01b0\u01a1ng ph\u00e1p thu th\u1eadp d\u1eef li\u1ec7u; qu\u1ea3n l\u00fd v\u00e0 th\u1ef1c hi\u1ec7n qu\u00e1 tr\u00ecnh thu th\u1eadp d\u1eef li\u1ec7u; ph\u00e2n t\u00edch c\u00e1c k\u1ebft qu\u1ea3 v\u00e0 truy\u1ec1n th\u00f4ng v\u1ec1 nh\u1eefng k\u1ebft qu\u1ea3 c\u0169ng nh\u01b0 s\u1eed d\u1ee5ng ch\u00fang<\/p>\n<h3>S\u1eed d\u1ee5ng nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng \u0111\u1ec3 t\u00ecm ki\u1ebfm kh\u00e1ch h\u00e0ng<\/h3>\n<p>Nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng \u0111em l\u1ea1i nh\u1eefng th\u00f4ng tin v\u1ec1 h\u00e0nh vi kh\u00e1ch h\u00e0ng v\u00e0 xu h\u01b0\u1edbng kinh t\u1ebf r\u1ed3i k\u1ebft h\u1ee3p ch\u00fang l\u1ea1i trong b\u1ed1i c\u1ea3nh kinh doanh c\u1ee7a doanh nghi\u1ec7p \u0111\u1ec3 x\u00e1c nh\u1eadn v\u00e0 c\u1ea3i thi\u1ec7n nh\u1eefng \u00fd t\u01b0\u1edfng kinh doanh c\u1ee7a doanh nghi\u1ec7p.<\/p>\n<p>Trong t\u01b0 duy kinh doanh hi\u1ec7n \u0111\u1ea1i, \u0111i\u1ec1u quan tr\u1ecdng nh\u1ea5t l\u00e0 doanh nghi\u1ec7p c\u1ea7n ph\u1ea3i hi\u1ec3u \u0111\u01b0\u1ee3c kh\u00e1ch h\u00e0ng c\u1ee7a c\u00f4ng ty ngay t\u1eeb \u0111\u1ea7u tr\u01b0\u1edbc khi \u0111\u01b0a ra c\u00e1c quy\u1ebft \u0111\u1ecbnh li\u00ean quan \u0111\u1ebfn h\u1ecd. Th\u1ef1c hi\u1ec7n nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng cho ph\u00e9p doanh nghi\u1ec7p x\u00e1c nh\u1eadn l\u1ea1i c\u00e1c ho\u1ea1t \u0111\u1ed9ng \u0111\u00e3 l\u00e0m \u0111\u01b0\u1ee3c nh\u1eefng g\u00ec, \u0111\u1ed3ng th\u1eddi gi\u1ea3m thi\u1ec3u r\u1ee7i ro cho m\u1ed7i quy\u1ebft \u0111\u1ecbnh kinh doanh ngay c\u1ea3 khi ch\u00fang m\u1edbi \u0111ang \u1edf tr\u00ean d\u1ea1ng \u00fd t\u01b0\u1edfng.<\/p>\n<p>D\u01b0\u1edbi \u0111\u00e2y l\u00e0 nh\u1eefng \u0111i\u1ec3m quan tr\u1ecdng m\u00e0 m\u1ed9t doanh nghi\u1ec7p c\u1ea7n hi\u1ec3u v\u1ec1 th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau:<\/p>\n<ul>\n<li>Nh\u00e2n kh\u1ea9u h\u1ecdc: C\u00e1c \u0111\u1eb7c \u0111i\u1ec3m v\u1ec1 nh\u00e2n kh\u1ea9u h\u1ecdc c\u1ee7a kh\u00e1ch h\u00e0ng<\/li>\n<li>Nhu c\u1ea7u: kh\u00e1ch h\u00e0ng c\u00f3 mong mu\u1ed1n v\u1ec1 s\u1ea3n ph\u1ea9m c\u1ee7a b\u1ea1n kh\u00f4ng?<\/li>\n<li>Quy m\u00f4 th\u1ecb tr\u01b0\u1eddng: c\u00f3 bao nhi\u00eau ng\u01b0\u1eddi quan t\u00e2m \u0111\u1ebfn s\u1ea3n ph\u1ea9m c\u1ee7a b\u1ea1n?<\/li>\n<li>C\u00e1c ch\u1ec9 s\u1ed1 v\u1ec1 kinh t\u1ebf: thu nh\u1eadp, vi\u1ec7c l\u00e0m,&#8230;<\/li>\n<li>\u0110\u1ecba \u0111i\u1ec3m: Kh\u00e1ch h\u00e0ng c\u1ee7a b\u1ea1n \u1edf \u0111\u00e2u<\/li>\n<li>C\u1ea1nh tranh tr\u00ean th\u1ecb tr\u01b0\u1eddng (s\u1ef1 b\u00e3o h\u00f2a c\u1ee7a th\u1ecb tr\u01b0\u1eddng): c\u00f3 bao nhi\u00eau l\u1ef1a ch\u1ecdn t\u01b0\u01a1ng t\u1ef1 \u0111ang t\u1ed3n t\u1ea1i tr\u00ean th\u1ecb tr\u01b0\u1eddng<\/li>\n<li>Gi\u00e1 th\u00e0nh: kh\u00e1ch h\u00e0ng s\u1eb5n s\u00e0ng chi tr\u1ea3 m\u1ee9c gi\u00e1 nh\u01b0 th\u1ebf n\u00e0o<\/li>\n<\/ul>\n<p>B\u00ean c\u1ea1nh \u0111\u00f3 th\u00ec doanh nghi\u1ec7p c\u0169ng c\u1ea7n c\u1eadp nh\u1eadt c\u00e1c xu h\u01b0\u1edbng kinh doanh m\u1edbi nh\u1ea5t. V\u00e0 quan tr\u1ecdng l\u00e0 doanh nghi\u1ec7p c\u1ea7n hi\u1ec3u \u0111\u01b0\u1ee3c xu h\u01b0\u1edbng n\u00e0o c\u00f3 th\u1ec3 t\u00e1c \u0111\u1ed9ng \u0111\u1ebfn ho\u1ea1t \u0111\u1ed9ng kinh doanh c\u1ee7a c\u00f4ng ty, hay c\u1ee5 th\u1ec3 h\u01a1n l\u00e0 \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn l\u1ee3i nhu\u1eadn.<\/p>\n<h3>Th\u1ef1c hi\u1ec7n nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng<\/h3>\n<p>Doanh nghi\u1ec7p c\u00f3 th\u1ec3 t\u1ef1 th\u1ef1c hi\u1ec7n nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng ho\u1eb7c thu\u00ea ngo\u00e0i c\u00e1c \u0111\u01a1n v\u1ecb nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-9404 lazyload\" data-src=\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2019\/10\/marketing-manager.jpg\" alt=\"th\u1ef1c hi\u1ec7n ho\u1ea1t \u0111\u1ed9ng nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng\" width=\"848\" height=\"477\" data-srcset=\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2019\/10\/marketing-manager.jpg 848w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2019\/10\/marketing-manager-300x169.jpg 300w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2019\/10\/marketing-manager-768x432.jpg 768w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2019\/10\/marketing-manager-260x146.jpg 260w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2019\/10\/marketing-manager-50x28.jpg 50w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2019\/10\/marketing-manager-133x75.jpg 133w\" data-sizes=\"(max-width: 848px) 100vw, 848px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 848px; --smush-placeholder-aspect-ratio: 848\/477;\" \/><\/p>\n<p>Vi\u1ec7c t\u1ef1 nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng c\u00f3 th\u1ec3 gi\u00fap ti\u1ebft ki\u1ec7m nhi\u1ec1u th\u1eddi gian v\u00e0 chi ph\u00ed, tuy nhi\u00ean vi\u1ec7c n\u00e0y l\u1ea1i kh\u00f4ng th\u1ec3 mang l\u1ea1i nhi\u1ec1u th\u00f4ng tin c\u1ee5 th\u1ec3 gi\u00fap \u00edch cho doanh nghi\u1ec7p.<\/p>\n<p>Vi\u1ec7c thu\u00ea nh\u1eefng \u0111\u01a1n v\u1ecb nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng c\u00f3 th\u1ec3 gi\u00fap doanh nghi\u1ec7p hi\u1ec3u r\u00f5 h\u01a1n v\u1ec1 kh\u00e1ch h\u00e0ng. Vi\u1ec7c nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng c\u00f3 th\u1ec3 gi\u00fap doanh nghi\u1ec7p tr\u1ea3 l\u1eddi c\u00e1c c\u00e2u h\u1ecfi v\u1ec1 kh\u00e1ch h\u00e0ng nh\u01b0 ph\u1ea3n \u1ee9ng c\u1ee7a h\u1ecd v\u1edbi th\u01b0\u01a1ng hi\u1ec7u, nh\u1eefng c\u1ea3i ti\u1ebfn doanh nghi\u1ec7p n\u00ean th\u1ef1c hi\u1ec7n \u0111\u1ec3 n\u00e2ng cao tr\u1ea3i nghi\u1ec7m mua h\u00e0ng,&#8230;<\/p>\n<p>D\u01b0\u1edbi \u0111\u00e2y l\u00e0 m\u1ed9t s\u1ed1 ph\u01b0\u01a1ng ph\u00e1p nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng th\u01b0\u1eddng \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng:<\/p>\n<ul>\n<li>Ph\u1ecfng v\u1ea5n c\u00e1 nh\u00e2n &#8211; In-depth interview (IDI)<\/li>\n<li>Ph\u1ecfng v\u1ea5n nh\u00f3m &#8211; focus group interview (FGI)<\/li>\n<li>Kh\u1ea3o s\u00e1t &#8211; survey<\/li>\n<li>Ph\u01b0\u01a1ng ph\u00e1p chuy\u00ean gia<\/li>\n<li>Nghi\u00ean c\u1ee9u quan s\u00e1t<\/li>\n<\/ul>\n<p>\u0110\u1ec3 \u0111\u01b0\u1ee3c h\u01b0\u1edbng d\u1eabn v\u1ec1 vi\u1ec7c quy\u1ebft \u0111\u1ecbnh ph\u01b0\u01a1ng ph\u00e1p n\u00e0o ph\u00f9 h\u1ee3p v\u1edbi doanh nghi\u1ec7p c\u1ee7a b\u1ea1n, h\u00e3y <a href=\"https:\/\/dtmconsulting.vn\/en\/lien-he\/\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>li\u00ean h\u1ec7 v\u1edbi ch\u00fang t\u00f4i <\/strong><\/a>v\u00e0 nh\u1eadn<strong> t\u01b0 v\u1ea5n mi\u1ec5n ph\u00ed t\u1eeb chuy\u00ean gia<\/strong>. Ho\u1eb7c n\u1ebfu b\u1ea1n mu\u1ed1n thu\u00ea m\u1ed9t \u0111\u01a1n v\u1ecb nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng, h\u00e3y tham kh\u1ea3o <strong>D\u1ecbch v\u1ee5 nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng c\u1ee7a DTM Consuling<\/strong> <a href=\"https:\/\/dtmconsulting.vn\/en\/dich-vu-nghien-cuu-thi-truong\/\" target=\"_blank\" rel=\"noopener noreferrer\">t\u1ea1i \u0111\u00e2y<\/a>.<\/p>\n<h2>2-Ph\u00e2n t\u00edch c\u1ea1nh tranh<\/h2>\n<h3>Ph\u00e2n t\u00edch c\u1ea1nh tranh l\u00e0 g\u00ec?<\/h3>\n<p>Ph\u00e2n t\u00edch c\u1ea1nh tranh (competitive analysis) l\u00e0 qu\u00e1 tr\u00ecnh x\u00e1c \u0111\u1ecbnh \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh c\u1ee7a doanh nghi\u1ec7p v\u00e0 \u0111\u00e1nh gi\u00e1 chi\u1ebfn l\u01b0\u1ee3c c\u1ee7a h\u1ecd \u0111\u1ec3 x\u00e1c \u0111\u1ecbnh \u0111i\u1ec3m m\u1ea1nh v\u00e0 \u0111i\u1ec3m y\u1ebfu m\u00e0 h\u1ecd s\u1edf h\u1eefu li\u00ean quan \u0111\u1ebfn vi\u1ec7c kinh doanh c\u00e1c s\u1ea3n ph\u1ea9m v\u00e0 d\u1ecbch v\u1ee5 c\u1ee7a doanh nghi\u1ec7p.<\/p>\n<p>M\u1ee5c ti\u00eau c\u1ee7a ph\u00e2n t\u00edch c\u1ea1nh tranh l\u00e0 thu th\u1eadp th\u00f4ng tin th\u00f4ng minh c\u1ea7n thi\u1ebft \u0111\u1ec3 t\u00ecm ra h\u01b0\u1edbng t\u1ea5n c\u00f4ng v\u00e0 ph\u00e1t tri\u1ec3n chi\u1ebfn l\u01b0\u1ee3c ti\u1ebfp c\u1eadn th\u1ecb tr\u01b0\u1eddng cho doanh nghi\u1ec7p.<\/p>\n<p>Xem th\u00eam v\u1ec1: <a title=\"Competitive Intelligence \u2013 Tr\u00ed tu\u1ec7 c\u1ea1nh tranh trong marketing\" href=\"https:\/\/dtmconsulting.vn\/en\/competitive-intelligence-tri-tue-canh-tranh-trong-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">Competitive Intelligence<\/a> &#8211; Tr\u00ed tu\u1ec7 c\u1ea1nh tranh gi\u00fap doanh nghi\u1ec7p ph\u00e1t tri\u1ec3n nh\u01b0 th\u1ebf n\u00e0o?<\/p>\n<h3>S\u1eed d\u1ee5ng ph\u00e2n t\u00edch c\u1ea1nh tranh \u0111\u1ec3 t\u00ecm l\u1ee3i th\u1ebf th\u1ecb tr\u01b0\u1eddng<\/h3>\n<p>Ph\u00e2n t\u00edch c\u1ea1nh tranh gi\u00fap b\u1ea1n h\u1ecdc h\u1ecfi t\u1eeb c\u00e1c doanh nghi\u1ec7p \u0111ang c\u1ea1nh tranh \u0111\u1ec3 gi\u00e0nh kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng c\u1ee7a b\u1ea1n. \u0110\u00e2y l\u00e0 ch\u00eca kh\u00f3a \u0111\u1ec3 x\u00e1c \u0111\u1ecbnh l\u1ee3i th\u1ebf c\u1ea1nh tranh t\u1ea1o ra doanh thu b\u1ec1n v\u1eefng.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-6837 size-full lazyload\" data-src=\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2019\/07\/market-research-nghi\u00ean-c\u1ee9u-th\u1ecb-tr\u01b0\u1eddng.jpg\" alt=\"Ph\u00e2n t\u00edch c\u1ea1nh tranh\" width=\"800\" height=\"450\" data-srcset=\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2019\/07\/market-research-nghi\u00ean-c\u1ee9u-th\u1ecb-tr\u01b0\u1eddng.jpg 800w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2019\/07\/market-research-nghi\u00ean-c\u1ee9u-th\u1ecb-tr\u01b0\u1eddng-300x169.jpg 300w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2019\/07\/market-research-nghi\u00ean-c\u1ee9u-th\u1ecb-tr\u01b0\u1eddng-768x432.jpg 768w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2019\/07\/market-research-nghi\u00ean-c\u1ee9u-th\u1ecb-tr\u01b0\u1eddng-600x338.jpg 600w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2019\/07\/market-research-nghi\u00ean-c\u1ee9u-th\u1ecb-tr\u01b0\u1eddng-260x146.jpg 260w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2019\/07\/market-research-nghi\u00ean-c\u1ee9u-th\u1ecb-tr\u01b0\u1eddng-50x28.jpg 50w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2019\/07\/market-research-nghi\u00ean-c\u1ee9u-th\u1ecb-tr\u01b0\u1eddng-133x75.jpg 133w\" data-sizes=\"(max-width: 800px) 100vw, 800px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 800px; --smush-placeholder-aspect-ratio: 800\/450;\" \/><\/p>\n<p>Khi \u00e1p d\u1ee5ng Ph\u00e2n t\u00edch c\u1ea1nh tranh, doanh nghi\u1ec7p n\u00ean x\u00e1c \u0111\u1ecbnh s\u1ef1 c\u1ea1nh tranh c\u1ee7a b\u1ea1n theo d\u00f2ng s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 v\u00e0 ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng. \u0110\u00e1nh gi\u00e1 c\u00e1c \u0111\u1eb7c \u0111i\u1ec3m sau c\u1ee7a b\u1ed1i c\u1ea3nh c\u1ea1nh tranh:<\/p>\n<ul>\n<li>Th\u1ecb ph\u1ea7n<\/li>\n<li>\u0110i\u1ec3m m\u1ea1nh v\u00e0 \u0111i\u1ec3m y\u1ebfu<\/li>\n<li>R\u00e0o c\u1ea3n gia nh\u1eadp th\u1ecb tr\u01b0\u1eddng<\/li>\n<li>\u0110\u1ed1i th\u1ee7 c\u1ea1nh tranh gi\u00e1n ti\u1ebfp<\/li>\n<li>&#8230;<\/li>\n<\/ul>\n<p>M\u1ed9t s\u1ed1 ng\u00e0nh c\u00f3 th\u1ec3 \u0111ang c\u1ea1nh tranh \u0111\u1ec3 ph\u1ee5c v\u1ee5 c\u00f9ng m\u1ed9t th\u1ecb tr\u01b0\u1eddng m\u00e0 doanh nghi\u1ec7p \u0111ang nh\u1eafm m\u1ee5c ti\u00eau. \u0110\u00f3 l\u00e0 l\u00fd do t\u1ea1i sao doanh nghi\u1ec7p n\u00ean \u0111\u1ea3m b\u1ea3o ph\u00e2n bi\u1ec7t c\u00e1c ph\u00e2n t\u00edch c\u1ea1nh tranh c\u1ee7a doanh nghi\u1ec7p theo ng\u00e0nh.<\/p>\n<p>C\u00f3 nhi\u1ec1u ph\u01b0\u01a1ng ph\u00e1p \u0111\u1ec3 l\u00e0m \u0111i\u1ec1u n\u00e0y, bao g\u1ed3m c\u1ea3 ph\u00e2n t\u00edch N\u0103m L\u1ef1c l\u01b0\u1ee3ng c\u1ee7a Porter .<\/p>\n<p>C\u00e1c y\u1ebfu t\u1ed1 quan tr\u1ecdng c\u1ee7a ng\u00e0nh c\u1ea7n xem x\u00e9t bao g\u1ed3m m\u1ee9c \u0111\u1ed9 c\u1ea1nh tranh, m\u1ed1i \u0111e d\u1ecda c\u1ee7a c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh ho\u1eb7c d\u1ecbch v\u1ee5 m\u1edbi v\u00e0 \u1ea3nh h\u01b0\u1edfng c\u1ee7a nh\u00e0 cung c\u1ea5p v\u00e0 kh\u00e1ch h\u00e0ng \u0111\u1ebfn gi\u00e1 c\u1ea3.<\/p>\n<h2>3-Marketing d\u1ef1a tr\u00ean d\u1eef li\u1ec7u &#8211; xu h\u01b0\u1edbng c\u1ee7a t\u01b0\u01a1ng lai<\/h2>\n<p><a title=\"Data-driven marketing \u2013 marketing d\u1ef1a tr\u00ean d\u1eef li\u1ec7u\" href=\"https:\/\/dtmconsulting.vn\/en\/data-driven-marketing-marketing-dua-tren-du-lieu\/\" target=\"_blank\" rel=\"noopener noreferrer\">Marketing d\u1ef1a tr\u00ean d\u1eef li\u1ec7u<\/a> h\u00e0m \u00fd vi\u1ec7c \u0111\u01b0a ra c\u00e1c quy\u1ebft \u0111\u1ecbnh marketing d\u1ef1a v\u00e0o d\u1eef li\u1ec7u v\u00e0 bao g\u1ed3m\/nh\u1ea5n m\u1ea1nh c\u00e1c c\u00f4ng vi\u1ec7c thu th\u1eadp, ph\u00e2n t\u00edch d\u1eef li\u1ec7u ph\u1ee5c v\u1ee5 cho c\u00e1c quy\u1ebft \u0111\u1ecbnh marketing, v\u00e0 th\u1ef1c hi\u1ec7n ho\u1ea1t \u0111\u1ed9ng marketing th\u00f4ng qua <a title=\"Customer Insight l\u00e0 g\u00ec? C\u00e1ch t\u00ecm Insight kh\u00e1ch h\u00e0ng\" href=\"https:\/\/dtmconsulting.vn\/en\/customer-insight-la-gi\/\" target=\"_blank\" rel=\"noopener noreferrer\">insights<\/a> thu \u0111\u01b0\u1ee3c t\u1eeb d\u1eef li\u1ec7u c\u00f3 c\u1ea5u tr\u00fac (structured-data) v\u00e0 d\u1eef li\u1ec7u \u0111a c\u1ea5u tr\u00fac (multi-structured data), v\u1edbi kh\u1ed1i l\u01b0\u1ee3ng d\u1eef li\u1ec7u ng\u00e0y c\u00e0ng nhi\u1ec1u, c\u00e0ng l\u1edbn, th\u1eadm ch\u00ed v\u01b0\u1ee3t qua kh\u1ea3 n\u0103ng c\u00e1c ph\u01b0\u01a1ng ph\u00e1p\/c\u00e1ch th\u1ee9c x\u1eed l\u00fd truy\u1ec1n th\u1ed1ng m\u00e0 c\u00f2n g\u1ecdi l\u00e0 Big Data m\u00e0 ch\u00fang ta hay nh\u1eafc \u0111\u1ebfn.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-10728 lazyload\" data-src=\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/03\/nhuoc-diem.jpg\" alt=\"D\u1eef li\u1ec7u marketing\" width=\"650\" height=\"406\" data-srcset=\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/03\/nhuoc-diem.jpg 650w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/03\/nhuoc-diem-300x187.jpg 300w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/03\/nhuoc-diem-234x146.jpg 234w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/03\/nhuoc-diem-50x31.jpg 50w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/03\/nhuoc-diem-120x75.jpg 120w\" data-sizes=\"(max-width: 650px) 100vw, 650px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 650px; --smush-placeholder-aspect-ratio: 650\/406;\" \/><\/p>\n<p>V\u00ec c\u00e1c quy\u1ebft \u0111\u1ecbnh marketing \u0111\u01b0\u1ee3c \u0111\u01b0a ra d\u1ef1a tr\u00ean d\u1eef li\u1ec7u v\u00e0 insights thu \u0111\u01b0\u1ee3c, Marketing d\u1ef1a tr\u00ean d\u1eef li\u1ec7u s\u1ebd t\u1ea1o ra nh\u1eefng k\u1ebft qu\u1ea3 v\u00e0 th\u00e0nh t\u00edch marketing t\u1ed1t h\u01a1n v\u00e0 th\u00fac \u0111\u1ea9y nh\u1eefng n\u1ed7 l\u1ef1c \u0111o l\u01b0\u1eddng, \u0111\u00e1nh gi\u00e1 th\u00e0nh t\u00edch t\u1eeb kh\u00e2u l\u00ean k\u1ebf ho\u1ea1ch \u0111\u1ebfn tri\u1ec3n khai k\u1ebf ho\u1ea1ch marketing.<\/p>\n<p>Vi\u1ec7c s\u1eed d\u1ee5ng d\u1eef li\u1ec7u \u0111\u1ec3 h\u01b0\u1edbng d\u1eabn v\u00e0 cung c\u1ea5p th\u00f4ng tin cho c\u00e1c quy\u1ebft \u0111\u1ecbnh marketing c\u00f3 th\u1ec3 l\u00e0m \u0111\u01b0\u1ee3c nhi\u1ec1u \u0111i\u1ec1u h\u01a1n vi\u1ec7c ch\u1ec9 l\u00e0 gia t\u0103ng tr\u1ea3i nghi\u1ec7m t\u01b0\u01a1ng t\u00e1c v\u1edbi kh\u00e1ch h\u00e0ng.<\/p>\n<p>Vi\u1ec7c nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng hay ph\u00e2n t\u00edch c\u1ea1nh tranh c\u0169ng l\u00e0 c\u00e1c ho\u1ea1t \u0111\u1ed9ng marketing d\u1ef1a tr\u00ean d\u1eef li\u1ec7u. \u0110\u00e2y ch\u1eafc ch\u1eafn l\u00e0 h\u01b0\u1edbng \u0111i \u0111\u00fang \u0111\u1eafn cho doanh nghi\u1ec7p b\u1edfi n\u00f3 gi\u00fap cho c\u00e1c doanh nghi\u1ec7p gi\u1ea3m thi\u1ec3u nhi\u1ec1u r\u1ee7i ro tr\u01b0\u1edbc khi \u0111\u01b0a ra b\u1ea5t c\u1ee9 quy\u1ebft \u0111\u1ecbnh kinh doanh n\u00e0o.<\/p>\n<p style=\"text-align: right;\">Ngu\u1ed3n: <a href=\"https:\/\/www.sba.gov\/business-guide\/plan-your-business\/market-research-competitive-analysis\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">SBA<\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>Nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng (market research) c\u00f3 th\u1ec3 gi\u00fap doanh nghi\u1ec7p t\u00ecm ki\u1ebfm v\u00e0 t\u00ecm hi\u1ec3u kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau. Ph\u00e2n t\u00edch c\u1ea1nh tranh (competivie analysis) gi\u00fap doanh nghi\u1ec7p t\u00ecm ra l\u1ee3i th\u1ebf ri\u00eang v\u00e0 tr\u1edf n\u00ean \u0111\u1ed9c \u0111\u00e1o trong t\u00e2m tr\u00ed kh\u00e1ch h\u00e0ng. Vi\u1ec7c s\u1eed d\u1ee5ng k\u1ebft h\u1ee3p hai c\u00f4ng c\u1ee5 n\u00e0y v\u1edbi nhau [&hellip;]<\/p>","protected":false},"author":4,"featured_media":12076,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"footnotes":""},"categories":[128,74],"tags":[651],"class_list":["post-12057","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-chia-se-kien-thuc","category-blog","tag-nghien-cuu-thi-truong-tag",""],"_links":{"self":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/12057","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=12057"}],"version-history":[{"count":11,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/12057\/revisions"}],"predecessor-version":[{"id":12114,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/12057\/revisions\/12114"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/media\/12076"}],"wp:attachment":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/media?parent=12057"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/categories?post=12057"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/tags?post=12057"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}