{"id":12125,"date":"2020-11-18T15:32:41","date_gmt":"2020-11-18T08:32:41","guid":{"rendered":"https:\/\/dtmconsulting.vn\/?p=12125"},"modified":"2023-11-22T10:34:00","modified_gmt":"2023-11-22T03:34:00","slug":"product-concept","status":"publish","type":"post","link":"https:\/\/dtmconsulting.vn\/en\/product-concept\/","title":{"rendered":"Product concept l\u00e0 g\u00ec? 5 y\u1ebfu t\u1ed1 h\u00ecnh th\u00e0nh concept s\u1ea3n ph\u1ea9m"},"content":{"rendered":"

\u0110\u1ec3 \u0111\u00e1p \u1ee9ng \u0111\u01b0\u1ee3c nhu c\u1ea7u thay \u0111\u1ed5i kh\u00f4ng ng\u1eebng c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng hi\u1ec7n nay c\u00e1c doanh nghi\u1ec7p lu\u00f4n mu\u1ed1n cho ra \u0111\u1eddi nh\u1eefng s\u1ea3n ph\u1ea9m m\u1edbi ph\u00f9 h\u1ee3p v\u1edbi nhu c\u1ea7u th\u1ecb tr\u01b0\u1eddng<\/a>, kh\u00e1ch h\u00e0ng. C\u00e1c marketer kh\u00f4ng ch\u1ec9 lo t\u1ed1i \u01b0u cho nh\u1eefng s\u1ea3n ph\u1ea9m s\u1eb5n c\u00f3 m\u00e0 c\u00f2n ph\u1ea3i ngh\u0129 \u0111\u1ebfn \u0111\u01b0a ra c\u00e1c concept s\u1ea3n ph\u1ea9m m\u1edbi.<\/p>\n

V\u1eady Product concept l\u00e0 g\u00ec?<\/strong> C\u00e1c y\u1ebfu t\u1ed1 h\u00ecnh th\u00e0nh n\u00ean concept s\u1ea3n ph\u1ea9m g\u1ed3m c\u00f3 nh\u1eefng g\u00ec?<\/p>\n

Product concept l\u00e0 g\u00ec?<\/h2>\n

” Concept l\u00e0 m\u1ed9t thu\u1eadt ng\u1eef kh\u00e1 quen thu\u1ed9c v\u00e0 \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng ph\u1ed5 bi\u1ebfn trong l\u0129nh v\u1ef1c thi\u1ebft k\u1ebf. C\u00f3 th\u1ec3 n\u00f3i concept c\u00f3 th\u1ec3 quy\u1ebft \u0111\u1ecbnh h\u01b0\u1edbng \u0111i, th\u00f4ng \u0111i\u1ec7p ti\u1ec1m \u1ea9n c\u1ee7a c\u00e1c s\u1ea3n ph\u1ea9m.”<\/p>\n

Product concept (concept s\u1ea3n ph\u1ea9m) c\u00f3 th\u1ec3 hi\u1ec3u l\u00e0 b\u1ea3n t\u00f3m t\u1eaft m\u00f4 t\u1ea3 v\u1ec1 s\u1ea3n ph\u1ea9m m\u1edbi: \u00fd t\u01b0\u1edfng s\u1ea3n ph\u1ea9m, nh\u1eefng \u0111i\u1ec3m n\u1ed5i b\u1eadt c\u1ee7a s\u1ea3n ph\u1ea9m, c\u00e1c t\u00ednh n\u0103ng,…<\/em> M\u1ed9t concept s\u1ea3n ph\u1ea9m c\u1ea7n th\u1ec3 hi\u1ec7n \u0111\u01b0\u1ee3c phong c\u00e1ch v\u00e0 th\u00f4ng \u0111i\u1ec7p c\u1ee7a c\u00e1c s\u1ea3n ph\u1ea9m ph\u00f9 h\u1ee3p v\u1edbi mong mu\u1ed1n, nhu c\u1ea7u c\u1ee7a kh\u00e1ch h\u00e0ng.<\/p>\n

T\u1ea7m quan tr\u1ecdng c\u1ee7a product concept<\/h3>\n

M\u1ee5c \u0111\u00edch c\u1ee7a product concept l\u00e0 gia t\u0103ng s\u1ef1 h\u1ea5p d\u1eabn \u1edf c\u00e1c s\u1ea3n ph\u1ea9m nh\u1eb1m k\u00edch th\u00edch nhu c\u1ea7u c\u1ee7a kh\u00e1ch h\u00e0ng. C\u00e1c marketer s\u1ebd xem x\u00e9t concept s\u1ea3n ph\u1ea9m tr\u01b0\u1edbc khi marketing s\u1ea3n ph\u1ea9m \u0111\u1ebfn c\u00e1c \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau.<\/p>\n

Concept s\u1ea3n ph\u1ea9m nghe th\u00ec r\u1ea5t \u0111\u01a1n gi\u1ea3n, nh\u01b0ng s\u1ee9c m\u1ea1nh c\u1ee7a n\u00f3 r\u1ea5t kinh kh\u1ee7ng khi \u00e1p d\u1ee5ng v\u00e0o ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m m\u1edbi (h\u00e0ng h\u00f3a\/d\u1ecbch v\u1ee5 m\u1edbi), v\u00ec kh\u1ea3 n\u0103ng t\u00e1c \u0111\u1ed9ng v\u00e0o t\u00e2m tr\u00ed con ng\u01b0\u1eddi v\u00f4 c\u00f9ng m\u1ea1nh m\u1ebd v\u00e0 khi\u1ebfn cho kh\u00e1ch h\u00e0ng tin t\u01b0\u1edfng, \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn h\u00e0nh vi mua h\u00e0ng c\u1ee7a h\u1ecd.<\/p>\n

\"concept<\/p>\n

Product concept s\u1ebd \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng trong su\u1ed1t qu\u00e1 tr\u00ecnh qu\u1ea3ng c\u00e1o, c\u1ed1 \u0111\u1ecbnh \u0111\u1ec3 nh\u1eb1m \u0111\u1ecbnh h\u00ecnh \u0111\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u hay t\u1ea1o l\u1eadp \u0111\u01b0\u1ee3c nh\u00e3n h\u00e0ng. N\u00f3 c\u00f3 kh\u1ea3 n\u0103ng ph\u1ee5c v\u1ee5 theo t\u1eebng chu k\u1ef3 b\u00e1n h\u00e0ng hay theo t\u1eebng m\u00f9a hay theo t\u1eebng chi\u1ebfn d\u1ecbch c\u1ee5 th\u1ec3 c\u1ee7a doanh nghi\u1ec7p.<\/p>\n

B\u00ean c\u1ea1nh vi\u1ec7c ph\u1ee5c v\u1ee5 cho qu\u1ea3ng c\u00e1o s\u1ea3n ph\u1ea9m m\u1edbi \u0111\u1ebfn kh\u00e1ch h\u00e0ng, product concept gi\u00fap c\u00e1c ph\u00f2ng ban trong c\u00f4ng ty hi\u1ec3u v\u1ec1 s\u1ea3n ph\u1ea9m m\u1edbi t\u1eeb \u0111\u00f3 ph\u1ed1i h\u1ee3p v\u1edbi nhau, \u0111\u01b0a ra m\u1ed9t concept chung \u0111\u1ec3 ti\u1ebfn h\u00e0nh th\u1eed nghi\u1ec7m \u0111\u1ec3 lo\u1ea1i b\u1ecf nh\u1eefng \u0111i\u1ec3m ch\u01b0a h\u00e0i l\u00f2ng c\u1ee7a kh\u00e1ch h\u00e0ng tr\u01b0\u1edbc khi ra m\u1eaft s\u1ea3n ph\u1ea9m ch\u00ednh th\u1ee9c.<\/p>\n

>> Xem th\u00eam: [Case study] Dove | Th\u1ea5t b\u1ea1i v\u00ec b\u1ecf qua Th\u1eed nghi\u1ec7m s\u1ea3n ph\u1ea9m<\/strong><\/a>, concept s\u1ea3n ph\u1ea9m<\/p>\n

5 y\u1ebfu t\u1ed1 h\u00ecnh th\u00e0nh concept s\u1ea3n ph\u1ea9m<\/h2>\n

Ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m m\u1edbi s\u1ebd t\u1ed1n r\u1ea5t nhi\u1ec1u ngu\u1ed3n l\u1ef1c v\u00e0 chi ph\u00ed c\u1ee7a doanh nghi\u1ec7p do \u0111\u00f3 trong qu\u00e1 tr\u00ecnh n\u00e0y, doanh nghi\u1ec7p c\u1ea7n ph\u1ea3i nghi\u00ean c\u1ee9u th\u1eadt k\u1ef9 insights kh\u00e1ch h\u00e0ng, x\u00e2y d\u1ef1ng concept s\u1ea3n ph\u1ea9m<\/a> v\u00e0 test th\u1eed nghi\u1ec7m concept s\u1ea3n ph\u1ea9m tr\u01b0\u1edbc khi \u0111\u01b0a s\u1ea3n ph\u1ea9m ra th\u1ecb tr\u01b0\u1eddng.<\/p>\n

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

C\u00e1c y\u1ebfu t\u1ed1 h\u00ecnh th\u00e0nh n\u00ean concept s\u1ea3n ph\u1ea9m bao g\u1ed3m:<\/p>\n

1. \u00dd t\u01b0\u1edfng h\u00ecnh th\u00e0nh product concept<\/strong><\/h3>\n

\u0110\u1ec3 h\u00ecnh th\u00e0nh m\u1ed9t concept s\u1ea3n ph\u1ea9m, b\u1eaft \u0111\u1ea7u t\u1eeb vi\u1ec7c t\u00ecm ra insight kh\u00e1ch h\u00e0ng, nh\u1eefng l\u1ee3i \u00edch v\u00e0 nhu c\u1ea7u ch\u01b0a \u0111\u01b0\u1ee3c \u0111\u00e1p \u1ee9ng c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng, d\u1ef1a v\u00e0o nh\u1eefng insight n\u00e0y \u0111\u1ec3 ph\u00e1t hi\u1ec7n nh\u1eefng \u00fd t\u01b0\u1edfng cho s\u1ea3n ph\u1ea9m m\u1edbi. Ch\u1ec9 khi h\u00ecnh th\u00e0nh \u0111\u01b0\u1ee3c \u00fd t\u01b0\u1edfng product concept th\u00ec m\u1edbi ph\u00e1t tri\u1ec3n proposition (\u0111\u1ecbnh v\u1ecb, l\u1ee3i \u00edch c\u1ee7a s\u1ea3n ph\u1ea9m m\u1edbi) \u0111\u01b0\u1ee3c.<\/p>\n

> Xem th\u00eam: Test concept s\u1ea3n ph\u1ea9m trong Ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m m\u1edbi<\/a><\/strong><\/p>\n

2.T\u00ean s\u1ea3n ph\u1ea9m <\/strong><\/h3>\n

T\u00ean s\u1ea3n ph\u1ea9m l\u00e0 m\u1ed9t ph\u1ea7n gi\u00fap l\u00e0m kh\u00e1ch h\u00e0ng tin hay \u0111\u1ecbnh h\u01b0\u1edbng s\u1ef1 ph\u00f9 h\u1ee3p v\u1ec1 nhu c\u1ea7u c\u1ee7a h\u1ecd. V\u00ed d\u1ee5: v\u1edbi t\u00ean g\u1ecdi l\u00e0 “N\u01b0\u1edbc Mu\u1ed1i Sinh L\u00fd”, t\u1ef1 d\u01b0ng s\u1ea3n ph\u1ea9m n\u00e0y t\u1ea1o c\u1ea3m gi\u00e1c ph\u00f9 h\u1ee3p v\u1edbi sinh l\u00fd c\u01a1 th\u1ec3 ng\u01b0\u1eddi, s\u1ea3n ph\u1ea9m \u0111\u01b0\u1ee3c t\u1ea1o ra d\u1ef1a tr\u00ean nghi\u00ean c\u1ee9u khoa h\u1ecdc v\u1ec1 c\u01a1 th\u1ec3. Tr\u01b0\u1eddng h\u1ee3p ng\u01b0\u1ee3c l\u1ea1i, ch\u1ec9 g\u1ecdi l\u00e0 “N\u01b0\u1edbc mu\u1ed1i” th\u00ec nhi\u1ec1u ng\u01b0\u1eddi s\u1ebd t\u1ef1 ngh\u0129 “T\u1ef1 pha n\u01b0\u1edbc mu\u1ed1i \u1edf nh\u00e0 d\u00f9ng, v\u00ec ch\u1ea3 kh\u00e1c g\u00ec c\u1ea3”.<\/p>\n

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

Nh\u01b0 v\u1eady t\u00ean s\u1ea3n ph\u1ea9m (product name) c\u0169ng l\u00e0 m\u1ed9t ph\u1ea7n c\u1ee7a concept s\u1ea3n ph\u1ea9m gi\u00fap t\u1ea1o ra gi\u00e1 tr\u1ecb tin t\u01b0\u1edfng cho kh\u00e1ch h\u00e0ng.<\/p>\n

3 L\u1ee3i \u00edch (Benefit) c\u1ee7a s\u1ea3n ph\u1ea9m<\/strong><\/h3>\n

Khi \u0111\u01b0a ra m\u1ed9t s\u1ea3n ph\u1ea9m m\u1edbi, kh\u00e1ch h\u00e0ng s\u1ebd nh\u00ecn ngay \u0111\u1ebfn l\u1ee3i \u00edch m\u00e0 s\u1ea3n ph\u1ea9m mang l\u1ea1i cho h\u1ecd tr\u01b0\u1edbc khi \u0111\u01b0a ra quy\u1ebft \u0111\u1ecbnh mua s\u1ea3n ph\u1ea9m \u0111\u00f3 hay kh\u00f4ng. N\u1ebfu nh\u01b0 c\u00e1c l\u1ee3i \u00edch c\u1ee7a s\u1ea3n ph\u1ea9m \u0111\u01b0a ra ph\u00f9 h\u1ee3p v\u1edbi nhu c\u1ea7u, k\u1ef3 v\u1ecdng hay mong mu\u1ed1n th\u00ec kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau s\u1ebd b\u1ecb thu h\u00fat v\u00e0 ch\u00fa \u00fd \u0111\u1ebfn s\u1ea3n ph\u1ea9m c\u1ee7a doanh nghi\u1ec7p.<\/p>\n

V\u00ed d\u1ee5 l\u1ee3i \u00edch c\u1ee7a s\u1eefa Milo: S\u1eefa \u0111\u1ea7y \u0111\u1ee7 dinh d\u01b0\u1ee1ng v\u00e0 cung c\u1ea5p n\u0103ng l\u01b0\u1ee3ng nhanh v\u00e0o bu\u1ed5i s\u00e1ng.<\/p>\n

4. Th\u1ec3 hi\u1ec7n insights kh\u00e1ch h\u00e0ng\u00a0<\/strong><\/h3>\n

Product concept c\u1ea7n th\u1ec3 hi\u1ec7n \u0111\u01b0\u1ee3c insights kh\u00e1ch h\u00e0ng<\/a>, \u0111i\u1ec3m \u0111au\/\u0111i\u1ec3m nh\u1ea1y c\u1ea3m (pain point c\u1ee7a kh\u00e1ch h\u00e0ng<\/a>)\/ k\u1ef3 v\u1ecdng v\u00e0 mong mu\u1ed1n c\u1ee7a h\u1ecd.<\/p>\n

V\u1eabn l\u00e0 s\u1ea3n ph\u1ea9m s\u1eefa, insights \u1edf \u0111\u00e2y ch\u00ednh l\u00e0: Tr\u1ebb em c\u1ea7n m\u1ed9t ngu\u1ed3n n\u0103ng l\u01b0\u1ee3ng cung c\u1ea5p v\u00e0o bu\u1ed5i s\u00e1ng cho ho\u1ea1t \u0111\u1ed9ng c\u1ea3 ng\u00e0y. Vi\u1ec7c t\u00ecm ki\u1ebfm ngu\u1ed3n n\u0103ng l\u01b0\u1ee3ng \u0111\u1ea7y \u0111\u1ee7 v\u00e0o b\u1eefa s\u00e1ng l\u00e0 kh\u00f3 v\u00e0 t\u1ed1n th\u1eddi gian.<\/p>\n

5. L\u00fd do \u0111\u1ec3 tin t\u01b0\u1edfng (Reason to Believe)<\/strong><\/h3>\n

C\u1ea7n cho kh\u00e1ch h\u00e0ng m\u1ed9t l\u00fd do \u0111\u1ec3 tin v\u00e0o s\u1ea3n ph\u1ea9m c\u1ee7a doanh nghi\u1ec7p. S\u1ea3n ph\u1ea9m s\u1eefa Milo bao g\u1ed3m l\u00faa m\u1ea1ch, g\u1ea1o l\u1ee9t, l\u00faa m\u00ec v\u00e0 s\u1eefa.<\/p>\n

Nh\u01b0 v\u1eady product concept nh\u01b0 v\u00ed d\u1ee5 c\u1ee7a s\u1ea3n ph\u1ea9m s\u1eefa Milo s\u1ebd l\u00e0 Milo b\u1eefa s\u00e1ng c\u00e2n b\u1eb1ng l\u00e0 s\u1ea3n ph\u1ea9m s\u1eefa dinh d\u01b0\u1ee1ng d\u00e0nh cho tr\u1ebb mang \u0111\u1ea7y \u0111\u1ee7 dinh d\u01b0\u1ee1ng, d\u01b0\u1ee1ng ch\u1ea5t t\u1eeb y\u1ebfn m\u1ea1ch, g\u1ea1o l\u1ee9t, l\u00faa m\u00ec v\u00e0 s\u1eefa gi\u00fap tr\u1ebb tr\u00e0n \u0111\u1ea7y n\u0103ng l\u01b0\u1ee3ng cho c\u1ea3 ng\u00e0y.<\/p>\n

>> Xem th\u00eam: Nghi\u00ean c\u1ee9u s\u1ea3n ph\u1ea9m l\u00e0 l\u00e0m g\u00ec? C\u00e1ch nghi\u00ean c\u1ee9u s\u1ea3n ph\u1ea9m<\/strong><\/a><\/p>\n

Ch\u00fang ta \u0111ang s\u1ed1ng trong m\u1ed9t k\u1ef7 nguy\u00ean m\u00e0 c\u00e1c s\u1ea3n ph\u1ea9m v\u00e0 d\u1ecbch v\u1ee5 d\u1ea7n tr\u1edf n\u00ean b\u00e3o h\u00f2a do s\u1ef1 t\u01b0\u01a1ng \u0111\u1ed3ng v\u1ec1 c\u00f4ng th\u1ee9c s\u1ea3n ph\u1ea9m, c\u00f4ng ngh\u1ec7, c\u00e1ch th\u1ee9c ch\u1ebf bi\u1ebfn,\u2026v\u00ec v\u1eady s\u1ef1 c\u1ea1nh tranh t\u1eeb product concept, m\u00f4 h\u00ecnh kinh doanh<\/a> s\u1ebd l\u00e0 m\u1ed9t h\u01b0\u1edbng \u0111i kh\u00e1c d\u00e0nh cho c\u00e1c doanh nghi\u1ec7p. Product concept l\u00e0 m\u1ed9t kh\u00e1i ni\u1ec7m quan tr\u1ecdng m\u00e0 m\u1ed7i marketer c\u1ea7n bi\u1ebft v\u00e0 th\u00e0nh th\u1ea1o \u0111\u1ec3 \u0111\u1ea3m b\u1ea3o cho s\u1ef1 ph\u00e1t tri\u1ec3n c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u, c\u1ee7a doanh nghi\u1ec7p trong t\u01b0\u01a1ng lai.<\/p>","protected":false},"excerpt":{"rendered":"

\u0110\u1ec3 \u0111\u00e1p \u1ee9ng \u0111\u01b0\u1ee3c nhu c\u1ea7u thay \u0111\u1ed5i kh\u00f4ng ng\u1eebng c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng hi\u1ec7n nay c\u00e1c doanh nghi\u1ec7p lu\u00f4n mu\u1ed1n cho ra \u0111\u1eddi nh\u1eefng s\u1ea3n ph\u1ea9m m\u1edbi ph\u00f9 h\u1ee3p v\u1edbi nhu c\u1ea7u th\u1ecb tr\u01b0\u1eddng, kh\u00e1ch h\u00e0ng. C\u00e1c marketer kh\u00f4ng ch\u1ec9 lo t\u1ed1i \u01b0u cho nh\u1eefng s\u1ea3n ph\u1ea9m s\u1eb5n c\u00f3 m\u00e0 c\u00f2n ph\u1ea3i ngh\u0129 \u0111\u1ebfn […]<\/p>","protected":false},"author":17,"featured_media":12131,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"footnotes":""},"categories":[74,128],"tags":[656,651,668],"class_list":["post-12125","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","category-chia-se-kien-thuc","tag-insights-khach-hang","tag-nghien-cuu-thi-truong-tag","tag-product-concept",""],"_links":{"self":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/12125","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\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/comments?post=12125"}],"version-history":[{"count":15,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/12125\/revisions"}],"predecessor-version":[{"id":16521,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/12125\/revisions\/16521"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/media\/12131"}],"wp:attachment":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/media?parent=12125"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/categories?post=12125"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/tags?post=12125"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}