{"id":12278,"date":"2020-12-08T15:58:12","date_gmt":"2020-12-08T08:58:12","guid":{"rendered":"https:\/\/dtmconsulting.vn\/?p=12278"},"modified":"2021-01-30T10:40:58","modified_gmt":"2021-01-30T03:40:58","slug":"thiet-ke-va-marketing-san-pham-moi","status":"publish","type":"post","link":"https:\/\/dtmconsulting.vn\/en\/thiet-ke-va-marketing-san-pham-moi\/","title":{"rendered":"Thi\u1ebft k\u1ebf v\u00e0 marketing s\u1ea3n ph\u1ea9m m\u1edbi"},"content":{"rendered":"

Thi\u1ebft k\u1ebf v\u00e0 marketing cho s\u1ea3n ph\u1ea9m m\u1edbi (Design and marketing of new products) l\u00e0 \u0111i\u1ec1u kh\u00f4ng c\u00f2n xa l\u1ea1 g\u00ec v\u1edbi marketer trong th\u1ecb tr\u01b0\u1eddng \u0111\u1ea7y bi\u1ebfn \u0111\u1ed9ng v\u00e0 c\u1ea1nh tranh ng\u00e0y nay. \u0110\u1ea7u ti\u00ean \u0111\u1ec3 m\u1ed9t marketer c\u00f3 th\u1ec3 l\u00e0m t\u1ed1t vi\u1ec7c thi\u1ebft k\u1ebf s\u1ea3n ph\u1ea9m v\u00e0 c\u00e2y d\u1ef1ng c\u00e1c ho\u1ea1t \u0111\u1ed9ng marketing \u0111\u1ec3 kh\u00e1ch h\u00e0ng nh\u1eadn di\u1ec7n v\u00e0 mua s\u1ea3n ph\u1ea9m \u0111\u00f3 th\u00ec c\u1ea7n hi\u1ec3u \u0111\u01b0\u1ee3c b\u1ea3n ch\u1ea5t vi\u1ec7c thi\u1ebft k\u1ebf s\u1ea3n ph\u1ea9m (product deisgn) l\u00e0 g\u00ec? Quy tr\u00ecnh ch\u00ednh \u0111\u1ec3 c\u00f3 th\u1ec3 thi\u1ebft k\u1ebf \u0111\u01b0\u1ee3c m\u1ed9t s\u1ea3n ph\u1ea9m ph\u00f9 h\u1ee3p v\u1edbi nhu c\u1ea7u th\u1ecb tr\u01b0\u1eddng, kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau v\u00e0 \u0111em v\u1ec1 l\u1ee3i nhu\u1eadn cho doanh nghi\u1ec7p.<\/strong><\/p>\n

Thi\u1ebft k\u1ebf s\u1ea3n ph\u1ea9m – Product Design<\/strong><\/h2>\n

Thi\u1ebft k\u1ebf s\u1ea3n ph\u1ea9m l\u00e0 g\u00ec?<\/strong><\/h3>\n

Thi\u1ebft k\u1ebf s\u1ea3n ph\u1ea9m (Product Design) m\u00f4 t\u1ea3 qu\u00e1 tr\u00ecnh l\u00ean \u00fd t\u01b0\u1edfng, s\u00e1ng t\u1ea1o v\u00e0 thi\u1ebft k\u1ebf s\u1ea3n ph\u1ea9m nh\u1eb1m gi\u1ea3i quy\u1ebft c\u00e1c v\u1ea5n \u0111\u1ec1 c\u1ee7a kh\u00e1ch h\u00e0ng ho\u1eb7c gi\u1ea3i quy\u1ebft c\u00e1c nhu c\u1ea7u c\u1ee5 th\u1ec3 trong m\u1ed9t th\u1ecb tr\u01b0\u1eddng nh\u1ea5t \u0111\u1ecbnh.<\/p>\n

M\u1ed9t kh\u00e1i ni\u1ec7m kh\u00e1c \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng trong kinh t\u1ebf \u0111\u00f3 l\u00e0 Ph\u00e1t tri\u1ec3n S\u1ea3n ph\u1ea9m M\u1edbi (New Product Development) <\/strong>l\u00e0 qu\u00e1 tr\u00ecnh chuy\u1ec3n \u0111\u1ed5i m\u1ed9t \u00fd t\u01b0\u1edfng th\u00e0nh m\u1ed9t s\u1ea3n ph\u1ea9m kh\u1ea3 thi. Quy tr\u00ecnh Ph\u00e1t tri\u1ec3n S\u1ea3n ph\u1ea9m M\u1edbi (NPD) l\u00e0 v\u1ec1 vi\u1ec7c n\u1eafm b\u1eaft c\u01a1 h\u1ed9i th\u1ecb tr\u01b0\u1eddng xoay quanh nhu c\u1ea7u c\u1ee7a kh\u00e1ch h\u00e0ng, ki\u1ec3m tra t\u00ednh kh\u1ea3 thi c\u1ee7a \u00fd t\u01b0\u1edfng v\u00e0 ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m m\u1edbi \u0111\u01b0a ra th\u1ecb tr\u01b0\u1eddng.<\/p>\n

\u0110i\u1ec1u quan tr\u1ecdng \u0111\u1ec3 c\u00f3 th\u1ec3 thi\u1ebft k\u1ebf v\u00e0 ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m ph\u00f9 h\u1ee3p v\u1edbi nhu c\u1ea7u c\u1ee7a kh\u00e1ch h\u00e0ng l\u00e0 hi\u1ec3u bi\u1ebft v\u1ec1 kh\u00e1ch h\u00e0ng, nh\u1eefng pain point, insight kh\u00e1ch h\u00e0ng<\/a> m\u1ee5c ti\u00eau c\u1ee7a doanh nghi\u1ec7p – ng\u01b0\u1eddi m\u00e0 s\u1ea3n ph\u1ea9m \u0111ang \u0111\u01b0\u1ee3c t\u1ea1o ra v\u00e0 l\u00e0m h\u00e0i l\u00f2ng nhu c\u1ea7u c\u1ee7a h\u1ecd.\u00a0 C\u00e1c nh\u00e0 marketing khi thi\u1ebft k\u1ebf s\u1ea3n ph\u1ea9m lu\u00f4n c\u1ed1 g\u1eafng gi\u1ea3i quy\u1ebft c\u00e1c v\u1ea5n \u0111\u1ec1 c\u1ee7a kh\u00e1ch h\u00e0ng b\u1eb1ng nhi\u1ec1u ph\u01b0\u01a1ng ph\u00e1p k\u1ef9 thu\u1eadt k\u1ebft h\u1ee3p l\u1ea1i nh\u01b0 ki\u1ebfn \u200b\u200bth\u1ee9c v\u1ec1 th\u00f3i quen, h\u00e0nh vi, s\u1ef1 k\u1ef3 v\u1ecdng, nhu c\u1ea7u v\u00e0 mong mu\u1ed1n c\u1ee7a kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng, ti\u1ebfn h\u00e0nh c\u00e1c ho\u1ea1t \u0111\u1ed9ng test s\u1ea3n ph\u1ea9m m\u1edbi<\/a> tr\u00ean th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau tr\u01b0\u1edbc khi ra th\u1ecb tr\u01b0\u1eddng, cho kh\u00e1ch h\u00e0ng d\u00f9ng th\u1eed, tr\u1ea3i nghi\u1ec7m v\u1edbi s\u1ea3n ph\u1ea9m,…<\/p>\n

Ng\u01b0\u1eddi thi\u1ebft k\u1ebf s\u1ea3n ph\u1ea9m m\u1edbi trong t\u1eebng ng\u00e0nh<\/strong><\/h3>\n

Ng\u00e0y nay c\u00e1c c\u00f4ng ty kh\u00e1c nhau ngh\u0129 g\u00ec v\u1ec1 c\u00f4ng vi\u1ec7c thi\u1ebft k\u1ebf s\u1ea3n ph\u1ea9m c\u00f3 th\u1ec3 bao g\u1ed3m m\u1ed9t s\u1ed1 vai tr\u00f2 d\u01b0\u1edbi c\u00e1c t\u00ean g\u1ecdi kh\u00e1c nhau.\u00a0V\u00ed d\u1ee5:<\/p>\n

Nh\u00e0 thi\u1ebft k\u1ebf UX (tr\u1ea3i nghi\u1ec7m ng\u01b0\u1eddi d\u00f9ng)<\/strong><\/h4>\n

C\u00e1c nh\u00e0 thi\u1ebft k\u1ebf tr\u1ea3i nghi\u1ec7m ng\u01b0\u1eddi d\u00f9ng t\u1eadp trung v\u00e0o vi\u1ec7c tinh ch\u1ec9nh m\u1ed9t s\u1ea3n ph\u1ea9m d\u1ef1a tr\u00ean c\u00e1ch nghi\u00ean c\u1ee9u c\u1ee7a h\u1ecd v\u1ec1 h\u00e0nh vi c\u1ee7a ng\u01b0\u1eddi d\u00f9ng cho th\u1ea5y m\u1ecdi ng\u01b0\u1eddi s\u1ebd nh\u1eadn \u0111\u01b0\u1ee3c s\u1ef1 h\u00e0i l\u00f2ng nh\u1ea5t khi s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m.\u00a0C\u00e1c nh\u00e0 thi\u1ebft k\u1ebf UX\u00a0nh\u1eb1m m\u1ee5c \u0111\u00edch t\u0103ng m\u1ee9c \u0111\u1ed9 h\u1ea1nh ph\u00fac c\u1ee7a ng\u01b0\u1eddi d\u00f9ng.<\/p>\n

Nh\u00e0 ph\u00e2n t\u00edch d\u1eef li\u1ec7u<\/strong><\/h4>\n

Nh\u1eefng nh\u00e0 thi\u1ebft k\u1ebf n\u00e0y t\u1eadp trung v\u00e0o nghi\u00ean c\u1ee9u ng\u01b0\u1eddi d\u00f9ng v\u00e0 c\u00e1c d\u1eef li\u1ec7u kh\u00e1c \u0111\u1ec3 x\u00e1c \u0111\u1ecbnh c\u00e1c c\u00e1ch c\u1ea3i thi\u1ec7n b\u1ed1 c\u1ee5c, b\u1ed9 t\u00ednh n\u0103ng v\u00e0 th\u1ea9m m\u1ef9 tr\u1ef1c quan c\u1ee7a s\u1ea3n ph\u1ea9m.\u00a0N\u00f3i c\u00e1ch kh\u00e1c, vai tr\u00f2 ch\u00ednh c\u1ee7a h\u1ecd l\u00e0 m\u1ed9t nh\u00e0 khoa h\u1ecdc, nh\u01b0ng h\u1ecd c\u0169ng l\u00e0 nh\u1eefng nh\u00e0 thi\u1ebft k\u1ebf.<\/p>\n

Nh\u00e0 t\u1ea1o m\u1eabu s\u1ea3n ph\u1ea9m(Prototype)<\/strong><\/h4>\n

Prototyper l\u00e0 nh\u1eefng ng\u01b0\u1eddi \u0111\u01b0a c\u00e1c \u00fd t\u01b0\u1edfng c\u1ee7a nh\u00f3m \u0111\u1ebfn khi ra s\u1ea3n ph\u1ea9m h\u1eefu h\u00ecnh, \u0111\u1ec3 gi\u00fap c\u00f4ng ty nhanh ch\u00f3ng ki\u1ec3m tra t\u00ednh ph\u00f9 h\u1ee3p v\u1edbi kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau v\u1ec1 c\u00e1c t\u00ednh n\u0103ng v\u00e0 \u0111\u1eb7c \u0111i\u1ec3m kh\u00e1c c\u1ee7a s\u1ea3n ph\u1ea9m. Trong m\u1ed9t c\u00f4ng ty s\u1ea3n xu\u1ea5t c\u00e1c s\u1ea3n ph\u1ea9m v\u1eadt l\u00fd, nh\u1eefng ng\u01b0\u1eddi t\u1ea1o m\u1eabu s\u1ebd t\u1ef1 tay ch\u1ebf t\u1ea1o c\u00e1c m\u00f4 h\u00ecnh gi\u1ea3. \u0110\u1ed1i v\u1edbi c\u00e1c c\u00f4ng ty k\u1ef9 thu\u1eadt s\u1ed1, nh\u00f3m t\u1ea1o m\u1eabu s\u1ebd ph\u00e1t tri\u1ec3n wireframe ho\u1eb7c c\u00e1c m\u00f4 h\u00ecnh \u1ea3o kh\u00e1c.<\/p>\n

Ng\u01b0\u1eddi thi\u1ebft k\u1ebf s\u1ea3n ph\u1ea9m<\/strong><\/h4>\n

T\u1ea5t nhi\u00ean, trong nhi\u1ec1u tr\u01b0\u1eddng h\u1ee3p, m\u1ed9t c\u00f4ng ty s\u1ebd thu\u00ea m\u1ed9t ng\u01b0\u1eddi \u0111\u1ea3m nhi\u1ec7m m\u1ed9t s\u1ed1 vai tr\u00f2 \u1edf tr\u00ean v\u00e0 nh\u1eefng ng\u01b0\u1eddi kh\u00e1c, v\u1edbi c\u00f4ng vi\u1ec7c \u0111\u01b0\u1ee3c g\u1ecdi l\u00e0\u00a0Nh\u00e0 thi\u1ebft k\u1ebf s\u1ea3n ph\u1ea9m<\/a>\u00a0.\u00a0\u1ede c\u00e1c c\u00f4ng ty kh\u00e1c, h\u1ecd s\u1ebd x\u1eed l\u00fd m\u1ed9t s\u1ed1 y\u1ebfu t\u1ed1 chi\u1ebfn l\u01b0\u1ee3c, b\u1ee9c tranh l\u1edbn h\u01a1n li\u00ean quan \u0111\u1ebfn vi\u1ec7c ph\u00e1t tri\u1ec3n c\u00e1c \u00fd t\u01b0\u1edfng s\u1ea3n ph\u1ea9m m\u1edbi.\u00a0\u1ede \u0111\u00f3, c\u00e1c chuy\u00ean gia kh\u00e1c trong t\u1ed5 ch\u1ee9c ch\u1ecbu tr\u00e1ch nhi\u1ec7m v\u1ec1 nh\u1eefng vi\u1ec7c nh\u01b0\u2014\u00a0nghi\u00ean c\u1ee9u ng\u01b0\u1eddi d\u00f9ng<\/a>\u00a0, thi\u1ebft k\u1ebf UX, ki\u1ebfn \u200b\u200btr\u00fac th\u00f4ng tin, v.v.<\/p>\n

Quy tr\u00ecnh thi\u1ebft k\u1ebf s\u1ea3n ph\u1ea9m m\u1edbi<\/strong><\/h2>\n

C\u00e1c chi ti\u1ebft c\u1ee7a quy tr\u00ecnh thi\u1ebft k\u1ebf s\u1ea3n ph\u1ea9m s\u1ebd kh\u00e1c nhau gi\u1eefa c\u00e1c c\u00f4ng ty, nh\u01b0ng nh\u1eefng chuy\u00ean gia n\u00e0y c\u00f3 xu h\u01b0\u1edbng tu\u00e2n theo m\u1ed9t tri\u1ebft l\u00fd ho\u1eb7c khu\u00f4n kh\u1ed5 t\u01b0\u01a1ng t\u1ef1 khi n\u00f3i \u0111\u1ebfn\u00a0t\u01b0 duy thi\u1ebft k\u1ebf. Qu\u00e1 tr\u00ecnh t\u01b0 duy thi\u1ebft k\u1ebf bao g\u1ed3m m\u1ed9t s\u1ed1 b\u01b0\u1edbc c\u01a1 b\u1ea3n m\u00e0 doanh nghi\u1ec7p n\u00ean tu\u00e2n th\u1ee7:<\/p>\n

    \n
  1. Hi\u1ec3u v\u1ec1 kh\u00e1ch h\u00e0ng<\/li>\n
  2. X\u00e1c \u0111\u1ecbnh c\u00e1c v\u1ea5n \u0111\u1ec1<\/li>\n
  3. L\u00ean \u00fd t\u01b0\u1edfng v\u1ec1 gi\u1ea3i ph\u00e1p gi\u1ea3i quy\u1ebft nhu c\u1ea7u, v\u1ea5n \u0111\u1ec1 c\u1ee7a kh\u00e1ch h\u00e0ng<\/li>\n
  4. X\u00e2y d\u1ef1ng m\u1ed9t m\u00f4 h\u00ecnh s\u1ea3n ph\u1ea9m hay concept s\u1ea3n ph\u1ea9m<\/li>\n
  5. Ki\u1ec3m tra s\u1ea3n ph\u1ea9m trong th\u1ecb tr\u01b0\u1eddng<\/li>\n<\/ol>\n

    Tuy thu\u1ed9c v\u00e0o t\u1eebng tr\u01b0\u1eddng h\u1ee3p c\u1ee5 th\u1ec3 doanh\u00a0 nghi\u1ec7p c\u00f3 th\u1ec3 tri\u1ec3n khai c\u00e1c ho\u1ea1t \u0111\u1ed9ng nghi\u00ean c\u1ee9u v\u00e0 thi\u1ebft k\u1ebf s\u1ea3n ph\u1ea9m m\u1edbi nh\u01b0 tr\u00ean ho\u1eb7c c\u00f3 th\u1ec3 b\u1ecf qua ho\u1eb7c tri\u1ec3n khai nhi\u1ec1u l\u1ea7n \u0111\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c k\u1ebft qu\u1ea3 nh\u01b0 mong mu\u1ed1n.<\/p>\n

    Giai \u0111o\u1ea1n 1: \u0110\u1ec1 xu\u1ea5t v\u00e0 x\u00e2y d\u1ef1ng \u00fd t\u01b0\u1edfng<\/strong><\/h3>\n

    M\u1ee5c ti\u00eau c\u1ee7a ng\u1eeb\u01a1i ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m m\u1edbi l\u00e0 t\u1ea1o ra nhi\u1ec1u \u00fd t\u01b0\u1edfng ph\u00f9 h\u1ee3p v\u1edbi chi\u1ebfn l\u01b0\u1ee3c Ph\u00e1t tri\u1ec3n S\u1ea3n ph\u1ea9m M\u1edbi c\u1ee7a doanh nghi\u1ec7p. C\u00e1c \u00fd t\u01b0\u1edfng n\u00ean \u0111\u01b0\u1ee3c xu\u1ea5t ph\u00e1t t\u1eeb kh\u00e1ch h\u00e0ng v\u00e0 gi\u1ea3i quy\u1ebft c\u00e1c v\u1ea5n \u0111\u1ec1 c\u1ee7a kh\u00e1ch h\u00e0ng.<\/p>\n

    Giai \u0111o\u1ea1n n\u00e0y kh\u00f4ng nh\u1ea5t thi\u1ebft l\u00e0 ph\u1ea3i t\u1ea1o ra nh\u1eefng \u00fd t\u01b0\u1edfng tuy\u1ec7t v\u1eddi \u0111\u00e3 s\u1eb5n s\u00e0ng \u0111\u1ec3 th\u1ef1c hi\u1ec7n. Thay v\u00e0o \u0111\u00f3, nh\u1eefng \u00fd t\u01b0\u1edfng th\u00f4 v\u00e0 ch\u01b0a \u0111\u01b0\u1ee3c ki\u1ec3m tra v\u1eabn c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c \u0111\u01b0a v\u00e0o danh s\u00e1ch v\u00e0 \u0111\u01b0\u1ee3c \u0111\u00e1nh gi\u00e1 v\u1ec1 sau. C\u1ee5 th\u1ec3 c\u00e1ch \u0111\u00e1nh gi\u00e1 t\u00ednh kh\u1ea3 thi c\u1ee7a m\u1ed9t \u00fd t\u01b0\u1edfng n\u00ean:<\/p>\n

    T\u1eadp trung v\u00e0o c\u00e1c v\u1ea5n \u0111\u1ec1 c\u1ee7a kh\u00e1ch h\u00e0ng<\/strong><\/h4>\n

    C\u00e1ch x\u00e1c \u0111\u1ecbnh c\u00e1c v\u1ea5n \u0111\u1ec1 m\u00e0 \u0111\u1ed1i t\u01b0\u1ee3ng m\u1ee5c ti\u00eau c\u1ee7a doanh nghi\u1ec7p \u0111ang g\u1eb7p ph\u1ea3i:<\/p>\n

    V\u1ea5n \u0111\u1ec1 c\u1ee7a kh\u00e1ch h\u00e0ng<\/h5>\n

    N\u1ebfu c\u00e1 nh\u00e2n m\u1ed9t \u0111ang \u0111\u1ed1i m\u1eb7t v\u1edbi m\u1ed9t v\u1ea5n \u0111\u1ec1 n\u00e0o \u0111\u00f3, nh\u1eefng ng\u01b0\u1eddi kh\u00e1c c\u00f3 th\u1ec3 c\u0169ng \u0111ang \u0111\u1ed1i m\u1eb7t v\u1edbi v\u1ea5n \u0111\u1ec1 nh\u01b0 v\u1eady. T\u1ea5t c\u1ea3 nh\u1eefng g\u00ec doanh nghi\u1ec7p c\u1ea7n l\u00e0m l\u00e0 t\u1eadp trung v\u00e0o m\u1ed9t v\u1ea5n \u0111\u1ec1 \u0111\u00f3 v\u00e0 x\u00e2y d\u1ef1ng m\u1ed9t gi\u1ea3i ph\u00e1p d\u00e0nh cho m\u1ed9t \u0111\u1ed1i t\u01b0\u1ee3ng nh\u1ea5t \u0111\u1ecbnh.<\/p>\n

    X\u00e1c \u0111\u1ecbnh t\u00ednh kh\u1ea3 thi c\u1ee7a \u00fd t\u01b0\u1edfng<\/h5>\n

    B\u01b0\u1edbc n\u00e0y gi\u00fap ki\u1ec3m tra t\u00ednh kh\u1ea3 thi c\u1ee7a \u00fd t\u01b0\u1edfng v\u00e0 gi\u1ea3i ph\u00e1p gi\u1ea3i quy\u1ebft nhu c\u1ea7u c\u1ee7a kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau d\u1ef1a tr\u00ean ph\u01b0\u01a1ng ph\u00e1p 4U c\u1ee7a Michael Skok, ng\u01b0\u1eddi s\u00e1ng l\u1eadp Startup Secrets. 4U l\u00e0 vi\u1ebft t\u1eaft c\u1ee7a:<\/p>\n

    \"4<\/p>\n

    C\u1ee5 th\u1ec3:<\/p>\n