V\u00ed d\u1ee5: D\u00f2ng s\u1ea3n ph\u1ea9m ch\u1ea5t gi\u1eb7t t\u1ea9y c\u1ee7a Unilever t\u1ea1i th\u1ecb tr\u01b0\u1eddng Vi\u1ec7t Nam: OMO, Viso, Surf, Comfort,…<\/p>\n
5 Chi\u1ebfn l\u01b0\u1ee3c v\u1ec1 d\u00f2ng s\u1ea3n ph\u1ea9m (Product line)<\/h2>\n
Doanh nghi\u1ec7p kh\u00f4ng ch\u1ec9 kinh doanh m\u1ed9t s\u1ea3n ph\u1ea9m duy nh\u1ea5t m\u00e0 th\u01b0\u1eddng c\u00f3 c\u00e1c nh\u00f3m s\u1ea3n ph\u1ea9m kh\u00e1c nhau \u0111\u1ec3 gi\u1ea3m thi\u1ec3u r\u1ee7i ro t\u1ed1t h\u01a1n. V\u00ec th\u1ebf doanh nghi\u1ec7p c\u1ea7n l\u1ef1a ch\u1ecdn chi\u1ebfn l\u01b0\u1ee3c v\u1ec1 d\u00f2ng s\u1ea3n ph\u1ea9m, chi\u1ebfn l\u01b0\u1ee3c s\u1ea3n ph\u1ea9m<\/a> ph\u00f9 h\u1ee3p v\u1edbi m\u1ee5c ti\u00eau kinh doanh c\u1ee7a m\u00ecnh.<\/p>\n \u0110\u1ec3 vi\u1ec7c kinh doanh an to\u00e0n, hi\u1ec7u qu\u1ea3, c\u1ea7n thi\u1ebft l\u1eadp c\u00e1c d\u00f2ng s\u1ea3n ph\u1ea9m th\u00edch h\u1ee3p v\u00e0 t\u1eebng b\u01b0\u1edbc c\u1ee7ng c\u1ed1 c\u00e1c d\u00f2ng \u0111\u00f3 v\u1ec1 ch\u1ea5t c\u0169ng nh\u01b0 v\u1ec1 l\u01b0\u1ee3ng \u0111\u1ec3 gi\u00fap doanh nghi\u1ec7p t\u1ea1o \u0111\u01b0\u1ee3c ch\u1ed7 \u0111\u1ee9ng v\u00e0 v\u1ecb th\u1ebf c\u1ee7a m\u00ecnh tr\u00ean th\u1ecb tr\u01b0\u1eddng.<\/p>\n V\u00ed du: Unilever, P&G, PepsiCo,…<\/p>\n > Xem th\u00eam: Quy c\u00e1ch s\u1ea3n ph\u1ea9m l\u00e0 g\u00ec? C\u00e1ch x\u00e1c \u0111\u1ecbnh quy c\u00e1ch s\u1ea3n ph\u1ea9m<\/a><\/strong><\/p>\n Trong qu\u00e1 tr\u00ecnh c\u1ea1nh tranh tr\u00ean th\u1ecb tr\u01b0\u1eddng v\u00e0 ti\u1ebfn h\u00e0nh nghi\u00ean c\u1ee9u s\u1ea3n ph\u1ea9m<\/a>, doanh nghi\u1ec7p s\u1ebd ph\u00e1t hi\u1ec7n ra nh\u1eefng d\u00f2ng s\u1ea3n ph\u1ea9m hay nh\u1eefng nh\u00f3m s\u1ea3n ph\u1ea9m kh\u00f4ng c\u00f2n hi\u1ec7u qu\u1ea3. T\u1eeb \u0111\u00f3 doanh nghi\u1ec7p s\u1ebd c\u1ea7n ph\u1ea3i nhanh ch\u00f3ng \u0111\u01b0a ra quy\u1ebft \u0111\u1ecbnh c\u1eaft b\u1ecf ch\u00fang \u0111\u1ec3 d\u1ed3n ngu\u1ed3n l\u1ef1c v\u00e0o c\u00e1c s\u1ea3n ph\u1ea9m hi\u1ec7n \u0111ang mang l\u1ea1i hi\u1ec7u qu\u1ea3 cho doanh nghi\u1ec7p.<\/p>\n M\u1ee5c \u0111\u00edch c\u1ee7a chi\u1ebfn l\u01b0\u1ee3c n\u00e0y l\u00e0 l\u00e0m cho c\u00e1c s\u1ea3n ph\u1ea9m s\u00e1t h\u1ee3p v\u1edbi nhu c\u1ea7u ng\u00e0y m\u1ed9t n\u00e2ng cao c\u1ee7a th\u1ecb tr\u01b0\u1eddng. Doanh nghi\u1ec7p n\u00ean \u0111i\u1ec1u ch\u1ec9nh t\u1eebng ph\u1ea7n s\u1ebd gi\u00fap tr\u00e1nh \u0111\u01b0\u1ee3c kh\u00f3 kh\u0103n v\u1ec1 m\u1eb7t t\u00e0i ch\u00ednh \u0111\u1ed3ng th\u1eddi c\u00f3 th\u1ec3 xem x\u00e9t c\u00e1c ph\u1ea3n \u1ee9ng c\u1ee7a kh\u00e1ch h\u00e0ng,c\u00e1c \u0111\u1ed1i t\u00e1c v\u1edbi s\u1ef1 \u0111\u1ed5i m\u1edbi\/c\u1ea3i ti\u1ebfn n\u00e0y tr\u01b0\u1edbc khi thay \u0111\u1ed5i c\u1ea3 d\u00f2ng s\u1ea3n ph\u1ea9m.<\/p>\n V\u00ed d\u1ee5: Tivi Sony t\u1eeb d\u00f2ng tivi \u0111en tr\u1eafng \u0111\u00e3 ph\u00e1t tri\u1ec3n theo h\u01b0\u1edbng hi\u1ec7n \u0111\u1ea1i h\u00f3a \u0111\u1ec3 ph\u00f9 h\u1ee3p v\u1edbi xu h\u01b0\u1edbng l\u00ean th\u00e0nh tivi m\u00e0u, tivi m\u00e0n h\u00ecnh ph\u1eb3ng, tivi m\u00e0n h\u00ecnh d\u1eb9t (Plasma, LCD)<\/p>\n Chi\u00ean l\u01b0\u1ee3c n\u00e0y th\u1ec3 hi\u1ec7n th\u00f4ng qua s\u1ef1 ph\u00e1t tri\u1ec3n c\u00e1c s\u1ea3n ph\u1ea9m c\u1ee5 th\u1ec3 trong c\u00e1c d\u00f2ng s\u1ea3n ph\u1ea9m \u0111\u00f3. Vi\u1ec7c ph\u00e1t tri\u1ec3n Product line c\u00f3 th\u1ec3 th\u1ef1c hi\u1ec7n theo c\u00e1c c\u00e1ch: d\u00e3n r\u1ed9ng v\u00e0 b\u1ed5 sung<\/p>\n D\u00e3n l\u00ean: Doanh nghi\u1ec7p \u0111ang kinh doanh \u1edf th\u1ecb tr\u01b0\u1eddng ph\u00eda d\u01b0\u1edbi: ch\u1ea5t l\u01b0\u1ee3ng th\u1ea5p, gi\u00e1 th\u1ea5p, doanh nghi\u1ec7p t\u1eeb t\u1eeb th\u00e2m nh\u1eadp v\u01b0\u01a1n l\u00ean th\u1ecb tr\u01b0\u1eddng ph\u00eda tr\u00ean v\u1edbi ch\u1ea5t l\u01b0\u1ee3ng cao, gi\u00e1 cao. Chi\u1ebfn l\u01b0\u1ee3c n\u00e0y c\u00f3 \u0111\u1ed9 m\u1ea1o hi\u1ec3m nh\u1ea5t \u0111\u1ecbnh khi b\u01b0\u1edbc v\u00e0o m\u1ed9t th\u1ecb tr\u01b0\u1eddng m\u1edbi. V\u00ed d\u1ee5, General Electric \u0111\u00e3 b\u1ed5 sung th\u00e0nh c\u00f4ng thi\u1ebft b\u1ecb nh\u00e0 b\u1ebfp cao c\u1ea5p Monogram hi\u1ec7n t\u1ea1i c\u1ee7a m\u00ecnh \u0111\u1ec3 h\u01b0\u1edbng \u0111\u1ebfn ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u1edf ph\u00e2n kh\u00fac cao c\u1ea5p h\u01a1n.<\/p>\n D\u00e3n xu\u1ed1ng: Ng\u01b0\u1ee3c l\u1ea1i so v\u1edbi chi\u1ebfn l\u01b0\u1ee3c tr\u00ean chi\u1ebfn l\u01b0\u1ee3c n\u00e0y \u0111\u1eb7t m\u1ee5c ti\u00eau l\u00e0 c\u1ea3n tr\u1edf c\u00e1c \u0111\u1ed1i th\u1ee7 ho\u1eb7c x\u00e2m nh\u1eadp v\u00e0o th\u1ecb tr\u01b0\u1eddng \u0111ang t\u0103ng tr\u01b0\u1edfng nhanh. Chi\u1ebfn l\u01b0\u1ee3c n\u00e0y nh\u1eb1m v\u00e0o c\u00e1c ph\u00e2n kh\u00fac cao c\u1ea5p tr\u01b0\u1edbc sau \u0111\u00f3 quay l\u1ea1i chi\u1ebfm ph\u00e2n kh\u00fac th\u1ea5p h\u01a1n<\/p>\n D\u00e3n c\u1ea3 hai ph\u00eda, v\u1eeba l\u00ean v\u1eeba xu\u1ed1ng: M\u1ee5c ti\u00eau c\u1ee7a chi\u1ebfn l\u01b0\u1ee3c n\u00e0y l\u00e0 chi\u1ebfm l\u0129nh to\u00e0n b\u1ed9 th\u1ecb tr\u01b0\u1eddng. V\u00ed d\u1ee5: C\u00e1c s\u1ea3n ph\u1ea9m gi\u00e1 r\u1ebb c\u1ee7a Trung Qu\u1ed1c \u0111\u00e3 th\u1ef1c hi\u1ec7n chi\u1ebfn l\u01b0\u1ee3c n\u00e0y. C\u00e1c s\u1ea3n ph\u1ea9m n\u00e0y h\u1ea7u nh\u01b0 chi\u1ebfm l\u0129nh th\u1ecb tr\u01b0\u1eddng ng\u01b0\u1eddi c\u00f3 thu nh\u1eadp trung b\u00ecnh-th\u1ea5p.<\/p>\n C\u00e1c d\u00f2ng s\u1ea3n ph\u1ea9m ph\u1ea3i lu\u00f4n \u0111\u01b0\u1ee3c c\u1ea3i ti\u1ebfn, ho\u00e0n thi\u1ec7n th\u00ec m\u1edbi c\u00f3 th\u1ec3 th\u1ecfa m\u00e3n c\u00e1c y\u00eau c\u1ea7u c\u1ee7a th\u1ecb tr\u01b0\u1eddng, \u0111\u00e1p \u1ee9ng t\u1ed1t nh\u1ea5t nhu c\u1ea7u kh\u00e1ch h\u00e0ng. C\u00e1c k\u1ebft qu\u1ea3 nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng s\u1ebd t\u1ea1o c\u01a1 s\u1edf \u0111\u1ec3 doanh nghi\u1ec7p c\u00f3 k\u1ebf ho\u1ea1ch th\u1ef1c hi\u1ec7n chi\u1ebfn l\u01b0\u1ee3c n\u00e0y. T\u1eeb c\u00e1c nh\u00f3m s\u1ea3n ph\u1ea9m mang l\u1ea1i th\u00e0nh c\u00f4ng nh\u01b0ng l\u1ea1i b\u1ecb b\u1eaft ch\u01b0\u1edbc doanh nghi\u1ec7p d\u1ef1a v\u00e0o \u0111\u00f3 \u0111\u1ec3 l\u00e0m m\u1edbi m\u00ecnh b\u1eb1ng c\u00e1ch c\u1ea3i ti\u1ebfn ho\u1eb7c t\u0103ng th\u00eam m\u1ed9t v\u00e0i t\u00ednh n\u0103ng cho s\u1ea3n ph\u1ea9m c\u0169.<\/p>\n Th\u00f4ng th\u01b0\u1eddng s\u1ebd c\u00f3 nh\u1eefng c\u00e1ch c\u1ea3i ti\u1ebfn d\u00f2ng s\u1ea3n ph\u1ea9m nh\u01b0:<\/p>\n Theo chi\u1ebfn l\u01b0\u1ee3c n\u00e0y c\u00e1c s\u1ea3n ph\u1ea9m hi\u1ec7n c\u00f3 trong d\u00f2ng s\u1ea3n ph\u1ea9m c\u1ea7n \u0111\u01b0\u1ee3c s\u1eeda \u0111\u1ed5i \u00edt nhi\u1ec1u nh\u01b0 c\u1ea3i ti\u1ebfn v\u1ec1 h\u00ecnh d\u00e1ng, c\u1ee1 kh\u1ed5, v\u1eadt li\u1ec7u, m\u00e0u s\u1eafc, bao b\u00ec, nh\u00e3n hi\u1ec7u… t\u1eeb \u0111\u00f3 k\u00edch th\u00edch kh\u00e1ch h\u00e0ng ti\u00eau d\u00f9ng v\u00e0 mua s\u1eafm nhi\u1ec1u h\u01a1n.<\/p>\n V\u00ed d\u1ee5: Unilever \u0111\u00e3 c\u1ea3i ti\u1ebfn b\u1ed9t gi\u1eb7t OMO c\u1ee7a m\u00ecnh th\u00eam nhi\u1ec1u phi\u00ean b\u1ea3n: OMO tr\u1eafng s\u00e1ng, OMO h\u01b0\u01a1ng n\u01b0\u1edbc hoa, OMO t\u1ea9y tr\u1eafng, n\u01b0\u1edbc gi\u1eb7t OMO,\u2026\u0111\u1ec3 \u0111\u00e1p \u1ee9ng t\u1ed1t nh\u1ea5t nhu c\u1ea7u th\u1ecb tr\u01b0\u1eddng.<\/p>\n Xem th\u00eam: Tr\u01b0\u1edbc khi \u0111\u01b0a s\u1ea3n ph\u1ea9m ra th\u1ecb tr\u01b0\u1eddng doanh nghi\u1ec7p c\u1ea7n chu\u1ea9n b\u1ecb nh\u1eefng g\u00ec?<\/a><\/strong><\/p>\n 9 b\u01b0\u1edbc \u0111\u01b0a s\u1ea3n ph\u1ea9m m\u1edbi ra th\u1ecb tr\u01b0\u1eddng<\/a><\/strong><\/p>\n Kh\u00e1ch h\u00e0ng lu\u00f4n quan t\u00e2m \u0111\u1ebfn y\u1ebfu t\u1ed1 gi\u00e1 d\u00f9 \u1edf b\u1ea5t k\u1ef3 ph\u00e2n kh\u00fac n\u00e0o, do \u0111\u00f3 doanh nghi\u1ec7p c\u1ea7n l\u1ef1a ch\u1ecdn \u0111\u01b0\u1ee3c chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ecbnh gi\u00e1 ph\u00f9 h\u1ee3p nh\u1ea5t cho Product line c\u1ee7a m\u00ecnh. \u0110\u00f3 l\u00e0 qu\u00e1 tr\u00ecnh m\u00e0 doanh nghi\u1ec7p s\u1eafp x\u1ebfp c\u00e1c s\u1ea3n ph\u1ea9m c\u00f9ng lo\u1ea1i v\u00e0o nh\u1eefng nh\u00f3m gi\u00e1 kh\u00e1c nhau \u0111\u1ec3 t\u1ea1o ra s\u1ef1 m\u1edbi m\u1ebb trong m\u1eaft kh\u00e1ch h\u00e0ng c\u00f9ng v\u1edbi s\u1ef1 kh\u00e1c nhau trong ch\u1ea5t l\u01b0\u1ee3ng v\u00e0 s\u1ef1 \u0111a d\u1ea1ng c\u1ee7a s\u1ea3n ph\u1ea9m.<\/p>\n \u0110\u00e2y l\u00e0 ph\u01b0\u01a1ng ph\u00e1p \u0111\u1ecbnh gi\u00e1 c\u1ea3 s\u1ea3n ph\u1ea9m kh\u00e1c nhau v\u1edbi c\u00e1c m\u1ee9c gi\u1edbi h\u1ea1n kh\u00e1c nhau. Chi\u1ebfn l\u01b0\u1ee3c n\u00e0y kh\u00e1 d\u1ec5 qu\u1ea3n l\u00fd v\u00e0 c\u00e1c c\u00f4ng ty c\u0169ng c\u00f3 th\u1ec3 d\u1ef1 \u0111o\u00e1n \u0111\u01b0\u1ee3c l\u1ee3i nhu\u1eadn d\u1ec5 d\u00e0ng.<\/p>\n Dollar Store l\u00e0 m\u1ed9t v\u00ed d\u1ee5 v\u1ec1 price lining v\u00ec t\u1ea5t c\u1ea3 c\u00e1c s\u1ea3n ph\u1ea9m b\u00e1n ra \u0111\u1ec1u c\u00f3 gi\u00e1 l\u00e0 1$.<\/p>\n C\u00e1ch ti\u1ebfn h\u00e0nh ph\u00e2n kh\u00fac, l\u1ef1a ch\u1ecdn th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau v\u00e0 \u0111\u1ecbnh v\u1ecb th\u1ecb tr\u01b0\u1eddng<\/a><\/strong><\/p>\n C\u00e1ch \u0111\u1ecbnh gi\u00e1 n\u00e0y l\u00e0 c\u00e1ch ti\u1ebfp c\u1eadn \u0111\u1ec3 b\u00e1n s\u1ea3n ph\u1ea9m v\u00e0 c\u00e1c s\u1ea3n ph\u1ea9m k\u00e8m theo, c\u00e1c ph\u1ee5 ki\u1ec7n \u0111\u1ec3 kh\u00e1ch h\u00e0ng l\u1ef1a ch\u1ecdn nh\u01b0 l\u00e0 m\u1ed9t s\u1ea3n ph\u1ea9m v\u1edbi m\u1ed9t m\u1ee9c gi\u00e1 duy nh\u1ea5t. Kh\u00e1ch h\u00e0ng s\u1ebd d\u1ec5 d\u00e0ng mua t\u1eebng s\u1ea3n ph\u1ea9m v\u1edbi m\u1ed9t g\u00f3i s\u1ea3n ph\u1ea9m chung, v\u00e0 kh\u00f4ng c\u1ea7n mua t\u00e1ch t\u1eebng m\u1eb7t h\u00e0ng ri\u00eang bi\u1ec7t, t\u1ea1o n\u00ean s\u1ef1 ti\u1ec7n l\u1ee3i \u0111\u00e1p \u1ee9ng nhu c\u1ea7u c\u1ee7a kh\u00e1ch h\u00e0ng.<\/p>\n \u0110i\u1ec1u n\u00e0y gi\u00fap h\u1ea5p d\u1eabn kh\u00e1ch h\u00e0ng b\u1edfi th\u00f4ng th\u01b0\u1eddng nh\u1eefng s\u1ea3n ph\u1ea9m \u0111\u00f3 v\u1eabn tr\u01b0ng b\u00e0y gi\u00e1 tr\u00ean t\u1eebng s\u1ea3n ph\u1ea9m \u0111\u1ec3 nh\u1ea5n m\u1ea1nh s\u1ef1 ch\u00eanh l\u1ec7ch c\u1ee7a gi\u00e1 c\u1ea3.<\/p>\n \u0110\u1ecbnh gi\u00e1 nh\u1eed m\u1ed3i s\u1eed d\u1ee5ng c\u00e1c nh\u00f3m s\u1ea3n ph\u1ea9m khuy\u1ebfn m\u00e3i t\u1ea1i m\u1ee9c gi\u00e1 r\u1ea5t th\u1ea5p v\u1edbi s\u1ed1 l\u01b0\u1ee3ng c\u00f3 h\u1ea1n \u0111\u1ec3 thu h\u00fat ng\u01b0\u1eddi mua h\u00e0ng. Khi kh\u00e1ch h\u00e0ng \u0111\u1ebfn c\u1eeda h\u00e0ng \u0111\u1ec3 t\u00ecm ki\u1ebfm c\u00e1c s\u1ea3n ph\u1ea9m \u0111\u01b0\u1ee3c qu\u1ea3ng c\u00e1o v\u00e0 nh\u1eadn \u0111\u01b0\u1ee3c k\u1ebft qu\u1ea3 \u0111\u00e3 h\u1ebft h\u00e0ng ho\u1eb7c th\u1eadm ch\u00ed l\u00e0 kh\u00f4ng t\u1ed3n t\u1ea1i, \u0111\u00f4i khi kh\u00e1ch h\u00e0ng s\u1ebd \u0111\u01b0\u1ee3c khuy\u00ean mua m\u1ed9t s\u1ea3n ph\u1ea9m kh\u00e1c t\u01b0\u01a1ng \u0111\u01b0\u01a1ng v\u1edbi m\u1ee9c gi\u00e1 cao h\u01a1n.<\/p>\n Ph\u01b0\u01a1ng ph\u00e1p n\u00e0y gi\u1ed1ng nh\u01b0 m\u1ed9t con dao hai l\u01b0\u1ee1i v\u00ec n\u00f3 c\u00f3 th\u1ec3 s\u1ebd g\u00e2y ra t\u00e1c \u0111\u1ed9ng ng\u01b0\u1ee3c l\u1ea1i khi b\u1ecb kh\u00e1ch h\u00e0ng ph\u1ea3n h\u1ed3i kh\u00f4ng t\u1ed1t. Doanh nghi\u1ec7p n\u00ean c\u00e2n nh\u1eafc v\u00e0 c\u00f3 ph\u01b0\u01a1ng \u00e1n c\u1ee5 th\u1ec3 \u0111\u1ec1 ph\u00f2ng \u0111\u1ec3 s\u1eed d\u1ee5ng chi\u1ebfn l\u01b0\u1ee3c n\u00e0y ph\u00f9 h\u1ee3p v\u00e0 mang l\u1ea1i hi\u1ec7u \u1ee9ng t\u00edch c\u1ef1c nh\u1ea5t.<\/p>\n >> Xem th\u00eam: C\u00e1c chi\u1ebfn l\u01b0\u1ee3c gi\u00e1 c\u1ea1nh tranh v\u1edbi \u0111\u1ed1i th\u1ee7 trong kinh doanh<\/a><\/strong><\/p>\n Ph\u01b0\u01a1ng ph\u00e1p \u0111\u1ecbnh gi\u00e1 d\u1eabn d\u1ee5 th\u01b0\u1eddng \u0111\u01b0\u1ee3c d\u00f9ng \u0111\u1ec3 thu h\u00fat kh\u00e1ch h\u00e0ng b\u1eb1ng nh\u1eefng s\u1ea3n ph\u1ea9m \u0111ang qu\u1ea3ng c\u00e1o c\u00f3 th\u1ec3 v\u1edbi m\u1ee9c gi\u00e1 th\u1ea5p. Ng\u01b0\u1eddi mua \u0111\u1ebfn t\u00ecm ki\u1ebfm nh\u1eefng m\u1eb7t h\u00e0ng \u0111\u01b0\u1ee3c khuy\u1ebfn m\u00e3i nh\u01b0ng cu\u1ed1i c\u00f9ng th\u00ec th\u01b0\u1eddng k\u1ebft th\u00fac b\u1eb1ng vi\u1ec7c mua th\u00eam s\u1ea3n ph\u1ea9m kh\u00e1c v\u1edbi m\u1ee9c gi\u00e1 g\u1ed1c. Ho\u1eb7c kh\u00e1ch h\u00e0ng \u0111\u01b0\u1ee3c \u0111\u1ec1 xu\u1ea5t th\u00eam nh\u1eefng g\u00f3i khuy\u1ebfn m\u00e3i \u0111i k\u00e8m v\u00e0 mua nhi\u1ec1u s\u1ea3n ph\u1ea9m h\u01a1n so v\u1edbi m\u1ee5c \u0111\u00edch ban \u0111\u1ea7u \u0111\u1ebfn c\u1eeda h\u00e0ng.<\/p>\n Vi\u1ec7c n\u00e0y gi\u00fap cho doanh nghi\u1ec7p thu h\u00fat \u0111\u01b0\u1ee3c l\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng l\u1edbn, qu\u1ea3ng b\u00e1 s\u1ea3n ph\u1ea9m m\u1edbi \u0111\u1ec3 nh\u1eadn \u0111\u01b0\u1ee3c s\u1ef1 ch\u00fa \u00fd nhi\u1ec1u h\u01a1n t\u1eeb kh\u00e1ch h\u00e0ng. V\u1edbi chi\u1ebfn l\u01b0\u1ee3c n\u00e0y doanh nghi\u1ec7p s\u1ebd thu \u0111\u01b0\u1ee3c l\u1ee3i nhu\u1eadn t\u1eeb nh\u1eefng s\u1ea3n ph\u1ea9m n\u1eb1m ngo\u00e0i k\u1ebf ho\u1ea1ch mua s\u1eafm c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng b\u00ean c\u1ea1nh c\u00e1c s\u1ea3n ph\u1ea9m khuy\u1ebfn m\u00e3i.<\/p>\n Chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ecbnh gi\u00e1 b\u00e1n k\u00e8m thu h\u00fat l\u1ee3i \u00edch c\u1ee7a ng\u01b0\u1eddi mua v\u00e0 khuy\u1ebfn kh\u00edch vi\u1ec7c mua h\u00e0ng b\u1eb1ng c\u00e1ch cung c\u1ea5p m\u1ed9t s\u1ea3n ph\u1ea9m c\u01a1 b\u1ea3n v\u1edbi m\u1ee9c gi\u00e1 th\u1ea5p, kh\u00e1ch h\u00e0ng s\u1ebd ph\u1ea3i mua th\u00eam c\u00e1c m\u1eb7t h\u00e0ng \u0111\u1ec3 c\u00f3 \u0111\u01b0\u1ee3c gi\u00e1 tr\u1ecb \u0111\u1ea7y \u0111\u1ee7 c\u1ee7a s\u1ea3n ph\u1ea9m m\u00e0 h\u1ecd c\u1ea7n. C\u00e1ch th\u1ee9c n\u00e0y gi\u00fap doanh nghi\u1ec7p thu l\u1ee3i nhu\u1eadn tr\u00ean c\u00e1c m\u1eb7t h\u00e0ng k\u00e8m theo, m\u1eb7t d\u00f9 \u0111\u00f4i khi h\u1ecd s\u1ebd c\u1ea3m th\u1ea5y m\u1ea5t l\u1ee3i nhu\u1eadn cho m\u1eb7t h\u00e0ng \u0111\u1ea7u ti\u00ean.<\/p>\n >> Xem th\u00eam: Mu\u1ed1n b\u00e1n \u0111\u01b0\u1ee3c s\u1ea3n ph\u1ea9m ph\u1ea3i t\u00ecm hi\u1ec3u kh\u00e1ch h\u00e0ng! V\u00ec sao? V\u00e0 l\u00e0m nh\u01b0 th\u1ebf n\u00e0o?<\/a><\/p>\n Nike – C\u00f4ng ty \u0110a qu\u1ed1c gia c\u1ee7a M\u1ef9 chuy\u00ean thi\u1ebft k\u1ebf, s\u1ea3n xu\u1ea5t v\u00e0 marketing c\u0169ng nh\u01b0 kinh doanh gi\u00e0y d\u00e9p, qu\u1ea7n \u00e1o v\u00e0 ph\u1ee5 ki\u1ec7n.<\/p>\n Theo trang web c\u1ee7a c\u00f4ng ty, n\u00f3 \u0111\u00e3 chia th\u00e0nh ba lo\u1ea1i ch\u00ednh: Nam, N\u1eef v\u00e0 Tr\u1ebb em. Sau \u0111\u00e2y l\u00e0 m\u1ed9t s\u1ed1 D\u00f2ng s\u1ea3n ph\u1ea9m c\u1ee7a Nike.<\/p>\n Kh\u00f4ng c\u00f3 doanh nghi\u1ec7p n\u00e0o c\u00f3 th\u1ec3 gi\u1eef ch\u00e2n kh\u00e1ch h\u00e0ng l\u00e2u h\u01a1n ch\u1ec9 v\u1edbi m\u1ed9t s\u1ea3n ph\u1ea9m. Do \u0111\u00f3 doanh nghi\u1ec7p n\u00ean n\u1eafm r\u00f5 v\u1ec1 d\u00f2ng s\u1ea3n ph\u1ea9m \u0111\u1ec3 c\u00f3 nh\u1eefng chi\u1ebfn l\u01b0\u1ee3c thu h\u00fat kh\u00e1ch h\u00e0ng m\u1edbi v\u00e0 quan tr\u1ecdng h\u01a1n l\u00e0 gi\u1eef ch\u00e2n nh\u1eefng kh\u00e1ch h\u00e0ng hi\u1ec7n c\u00f3.<\/p>\n Kh\u00e1ch h\u00e0ng trung th\u00e0nh v\u00e0 h\u00e0i l\u00f2ng s\u1ebd lu\u00f4n th\u00edch th\u01b0\u01a1ng hi\u1ec7u hi\u1ec7n t\u1ea1i c\u1ee7a doanh nghi\u1ec7p b\u1ea1n h\u01a1n \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh v\u00e0 c\u00f3 xu h\u01b0\u1edbng mua c\u00e1c s\u1ea3n ph\u1ea9m m\u1edbi ra m\u1eaft d\u1ef1a tr\u00ean tr\u1ea3i nghi\u1ec7m t\u00edch c\u1ef1c c\u1ee7a h\u1ecd.<\/p>\nChi\u1ebfn l\u01b0\u1ee3c thi\u1ebft l\u1eadp c\u00e1c d\u00f2ng s\u1ea3n ph\u1ea9m (Product line)<\/h3>\n
Chi\u1ebfn l\u01b0\u1ee3c h\u1ea1n ch\u1ebf d\u00f2ng s\u1ea3n ph\u1ea9m<\/h3>\n
Chi\u1ebfn l\u01b0\u1ee3c hi\u1ec7n \u0111\u1ea1i h\u00f3a d\u00f2ng s\u1ea3n ph\u1ea9m<\/h3>\n
![\"chien-luoc-hien-dai-hoa-dong-san-pham\"](\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2021\/01\/hien-dai-hoa-san-pham.jpg\")
<\/p>\nChi\u1ebfn l\u01b0\u1ee3c ph\u00e1t tri\u1ec3n d\u00f2ng s\u1ea3n ph\u1ea9m<\/h3>\n
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![\"d\u00f2ng-s\u1ea3n-ph\u1ea9m-product-line\"](\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2021\/01\/dong-san-pham-product-line-1-300x143.jpg\")
<\/p>\nChi\u1ebfn l\u01b0\u1ee3c c\u1ea3i ti\u1ebfn d\u00f2ng s\u1ea3n ph\u1ea9m<\/h3>\n
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C\u00e1c chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ecbnh gi\u00e1<\/a> d\u00f2ng s\u1ea3n ph\u1ea9m<\/h2>\n
Ph\u00e2n kh\u00fac gi\u00e1 c\u1ea3 (Price lining)<\/h3>\n
![\"ph\u00e2n-kh\u00fac-gi\u00e1-c\u1ea3\"](\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2021\/01\/dollar-store-1-1-1.jpg\")
<\/p>\n\u0110\u1ecbnh gi\u00e1 theo g\u00f3i (Bundled Pricing)<\/h3>\n
\u0110\u1ecbnh gi\u00e1 nh\u1eed m\u1ed3i (Bait Pricing)<\/h3>\n
\u0110\u1ecbnh gi\u00e1 d\u1eabn d\u1ee5 (Leader Pricing)<\/h3>\n
\u0110\u1ecbnh gi\u00e1 b\u00e1n k\u00e8m (Captive Pricing)<\/h3>\n
V\u00ed d\u1ee5 v\u1ec1 d\u00f2ng s\u1ea3n ph\u1ea9m<\/h2>\n
![\"product-line-nike\"](\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2021\/01\/product-line-nike.jpg\")
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K\u1ebft<\/h2>\n