{"id":12859,"date":"2021-02-08T12:44:14","date_gmt":"2021-02-08T05:44:14","guid":{"rendered":"https:\/\/dtmconsulting.vn\/?p=12859"},"modified":"2023-12-04T13:55:57","modified_gmt":"2023-12-04T06:55:57","slug":"loi-the-canh-tranh-trong-dinh-vi-thuong-hieu","status":"publish","type":"post","link":"https:\/\/dtmconsulting.vn\/en\/loi-the-canh-tranh-trong-dinh-vi-thuong-hieu\/","title":{"rendered":"X\u00e1c \u0111\u1ecbnh \u0111i\u1ec3m kh\u00e1c bi\u1ec7t v\u00e0 l\u1ee3i th\u1ebf c\u1ea1nh tranh trong \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u cho c\u00e1c doanh nghi\u1ec7p t\u1ea1i Vi\u1ec7t Nam"},"content":{"rendered":"<p><strong>&#8220;Ch\u00eca kh\u00f3a cho l\u1ee3i th\u1ebf c\u1ea1nh tranh c\u1ee7a b\u1ea1n kh\u00f4ng ph\u1ea3i l\u00e0 t\u1ed1t h\u01a1n \u0111\u1ed1i th\u1ee7, m\u00e0 l\u00e0 kh\u00e1c bi\u1ec7t h\u01a1n \u0111\u1ed1i th\u1ee7&#8221; &#8211; Michael Porter<\/strong><\/p>\n<p>M\u1ed9t v\u1ea5n \u0111\u1ec1 m\u00e0 r\u1ea5t nhi\u1ec1u ch\u1ee7 doanh nghi\u1ec7p \u0111\u1ebfn v\u1edbi ch\u00fang t\u00f4i \u0111\u00f3 l\u00e0 vi\u1ec7c h\u1ecd kh\u00f4ng bi\u1ebft \u0111\u00e2u l\u00e0 <a href=\"https:\/\/dtmconsulting.vn\/en\/loi-the-canh-tranh-competitive-advantage\/\">l\u1ee3i th\u1ebf c\u1ea1nh tranh (competitive advantage)<\/a> cho s\u1ea3n ph\u1ea9m, nh\u00e3n hi\u1ec7u c\u1ee7a h\u1ecd. Th\u1ef1c t\u1ebf, c\u00e1c s\u1ea3n ph\u1ea9m n\u00e0y c\u00f3 th\u1ec3 \u0111\u00e3 ra m\u1eaft th\u1ecb tr\u01b0\u1eddng m\u1ed9t v\u00e0i n\u0103m v\u00e0 h\u1ecd kh\u00f4ng b\u00e1n \u0111\u01b0\u1ee3c b\u1edfi s\u1ea3n ph\u1ea9m c\u1ee7a h\u1ecd kh\u00f4ng thu\u00a0 h\u00fat \u0111\u01b0\u1ee3c kh\u00e1ch h\u00e0ng m\u1eb7c d\u00f9 n\u00f3 r\u1ea5t &#8220;t\u1ed1t&#8221;. \u0110i\u1ec1u n\u00e0y \u0111\u1ea9y h\u1ecd \u0111\u1ebfn vi\u1ec7c x\u00e1c \u0111\u1ecbnh (l\u1ea1i) l\u1ee3i th\u1ebf c\u1ea1nh tranh, \u0111i\u1ec3m kh\u00e1c bi\u1ec7t cho s\u1ea3n ph\u1ea9m \u0111\u1ec3 \u0111\u01b0\u1ee3c kh\u00e1ch h\u00e0ng &#8220;\u0111\u1ec3 m\u1eaft&#8221; \u0111\u1ebfn h\u01a1n.<\/p>\n<h2>S\u1ea3n ph\u1ea9m kh\u00f3 c\u1ea1nh tranh tr\u00ean th\u1ecb tr\u01b0\u1eddng<\/h2>\n<ul>\n<li>Doanh nghi\u1ec7p b\u1ea1n c\u00f3 \u0111ang \u0111au \u0111\u1ea7u khi ph\u1ea3i c\u1ed1 g\u1eafng tri\u1ebfn khai c\u00e1c ho\u1ea1t \u0111\u1ed9ng marketing, x\u00fac ti\u1ebfn b\u00e1n \u0111\u1ec3 thu h\u00fat kh\u00e1ch h\u00e0ng mua h\u00e0ng?<\/li>\n<li>C\u00e1c l\u1ee3i th\u1ebf c\u1ea1nh tranh v\u1ec1 gi\u00e1, \u0111i\u1ec3m ph\u00e2n ph\u1ed1i,&#8230; tr\u01b0\u1edbc \u0111\u00e2y gi\u1edd kh\u00f4ng \u0111\u1ee7 c\u1ea1nh tranh l\u1ea1i v\u1edbi nh\u1eefng s\u1ea3n ph\u1ea9m\/nh\u00e3n hi\u1ec7u m\u1edbi, doanh nghi\u1ec7p b\u1ea1n c\u1ea7n m\u1ed9t \u0111\u1ecbnh h\u01b0\u1edbng m\u1edbi \u0111\u1ec3 c\u00f3 th\u1ec3 c\u1ea1nh tranh v\u00e0 ph\u00e1t tri\u1ec3n<\/li>\n<li>S\u1ea3n ph\u1ea9m c\u1ee7a b\u1ea1n kh\u00f4ng c\u00f3 \u0111i\u1ec3m kh\u00e1c bi\u1ec7t \u0111\u1ec3 c\u00f3 th\u1ec3 c\u1ea1nh tranh v\u1edbi \u0111\u1ed1i th\u1ee7?<\/li>\n<li>Kh\u00e1ch h\u00e0ng kh\u00f4ng th\u1ef1c s\u1ef1 quan t\u00e2m \u0111\u1ebfn \u0111i\u1ec3m kh\u00e1c bi\u1ec7t c\u1ee7a b\u1ea1n so v\u1edbi c\u00e1c s\u1ea3n ph\u1ea9m\/nh\u00e3n hi\u1ec7u c\u1ee7a \u0111\u1ed1i th\u1ee7<\/li>\n<li>Kh\u00f3\/kh\u00f4ng x\u00e1c \u0111\u1ecbnh \u0111\u01b0\u1ee3c c\u00e1c t\u00ednh n\u0103ng\/ch\u1ee9c n\u0103ng ho\u1eb7c \u0111\u1ecbnh gi\u00e1 s\u1ea3n ph\u1ea9m do s\u1ea3n ph\u1ea9m m\u1edbi, \u0111\u1eb7c th\u00f9,&#8230;<\/li>\n<li>&#8230;<\/li>\n<\/ul>\n<p>Tr\u00ean \u0111\u00e2y l\u00e0 m\u1ed9t s\u1ed1 v\u1ea5n \u0111\u1ec1 th\u1ef1c t\u1ebf m\u00e0 c\u00e1c doanh nghi\u1ec7p t\u1ea1i Vi\u1ec7t Nam \u0111ang ph\u1ea3i \u0111\u1ed1i m\u1eb7t do \u00e1p l\u1ef1c c\u1ea1nh tranh t\u1eeb c\u00e1c doanh nghi\u1ec7p m\u1edbi gia nh\u1eadp th\u1ecb tr\u01b0\u1eddng t\u1eeb c\u1ea3 trong v\u00e0 ngo\u00e0i n\u01b0\u1edbc khi \u0111\u1ebfn v\u1edbi DTM Consulting.<\/p>\n<p>\u0110i\u1ec1u n\u00e0y xu\u1ea5t ph\u00e1t t\u1eeb vi\u1ec7c nh\u1eefng nh\u00e0 qu\u1ea3n l\u00fd, ch\u1ee7 doanh nghi\u1ec7p kh\u00f4ng th\u1ef1c s\u1ef1 hi\u1ec3u r\u00f5 vai tr\u00f2 v\u00e0 s\u1ef1 \u1ea3nh h\u01b0\u1edfng c\u1ee7a vi\u1ec7c \u0111\u01b0a s\u1ea3n ph\u1ea9m ra th\u1ecb tr\u01b0\u1eddng \u0111\u1ed1i v\u1edbi t\u00e2m l\u00fd v\u00e0 h\u00e0nh vi c\u1ee7a kh\u00e1ch h\u00e0ng.<\/p>\n<p>&gt;&gt; Xem th\u00eam: <strong><a href=\"https:\/\/dtmconsulting.vn\/en\/muc-do-nhan-biet-thuong-hieu\/\">Top 5 c\u00e1ch \u0111o l\u01b0\u1eddng m\u1ee9c \u0111\u1ed9 nh\u1eadn bi\u1ebft th\u01b0\u01a1ng hi\u1ec7u (brand awareness) cho doanh nghi\u1ec7p<\/a><\/strong><\/p>\n<h2><strong>C\u00e1ch \u0111\u01b0a s\u1ea3n ph\u1ea9m v\u00e0o th\u1ecb tr\u01b0\u1eddng<\/strong><\/h2>\n<p>Th\u00f4ng th\u01b0\u1eddng, m\u1ed9t c\u00f4ng ty quy\u1ebft \u0111\u1ecbnh v\u1ecb tr\u00ed c\u1ee7a m\u1ed9t s\u1ea3n ph\u1ea9m c\u00f3 hai h\u01b0\u1edbng: <strong>(1) tung s\u1ea3n ph\u1ea9m m\u1edbi v\u00e0o th\u1ecb tr\u01b0\u1eddng m\u1edbi ho\u1eb7c (2) tung ra m\u1ed9t s\u1ea3n ph\u1ea9m m\u1edbi v\u00e0o m\u1ed9t th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau hi\u1ec7n c\u00f3<\/strong>. Trong c\u1ea3 hai tr\u01b0\u1eddng h\u1ee3p n\u00e0y s\u1ea3n ph\u1ea9m th\u01b0\u1eddng s\u1ebd c\u1ea7n gi\u00e0nh th\u1ecb ph\u1ea7n t\u1eeb c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh \u0111\u00e3 c\u00f3 t\u00ean tu\u1ed5i (\u0111\u01b0\u1ee3c g\u1ecdi l\u00e0 nhu c\u1ea7u c\u00f3 ch\u1ecdn l\u1ecdc).<\/p>\n<p>\u0110\u1ec3 s\u1ea3n ph\u1ea9m gi\u00e0nh \u0111\u01b0\u1ee3c th\u1ecb ph\u1ea7n, \u0111\u00f2i h\u1ecfi ng\u01b0\u1eddi ti\u00eau d\u00f9ng hi\u1ec7n c\u00f3 tr\u00ean th\u1ecb tr\u01b0\u1eddng ph\u1ea3i thay \u0111\u1ed5i h\u00e0nh vi mua h\u00e0ng c\u1ee7a h\u1ecd. \u0110i\u1ec1u \u0111\u00f3 c\u00f3 ngh\u0129a l\u00e0 nh\u1eefng kh\u00e1ch h\u00e0ng hi\u1ec7n \u0111ang mua m\u1ed9t s\u1ea3n ph\u1ea9m t\u1eeb \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh s\u1ebd c\u1ea7n ph\u1ea3i d\u00f9ng th\u1eed s\u1ea3n ph\u1ea9m m\u1edbi v\u00e0 \/ ho\u1eb7c nh\u1eefng ng\u01b0\u1eddi kh\u00f4ng ph\u1ea3i l\u00e0 ng\u01b0\u1eddi ti\u00eau d\u00f9ng hi\u1ec7n t\u1ea1i c\u1ea7n ph\u1ea3i \u0111\u01b0\u1ee3c k\u00edch th\u00edch \u0111\u1ec3 mua trong danh m\u1ee5c s\u1ea3n ph\u1ea9m l\u1ea7n \u0111\u1ea7u ti\u00ean (\u0111\u00f3 l\u00e0 nhu c\u1ea7u ch\u00ednh).<\/p>\n<p>\u0110\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c m\u1ee5c ti\u00eau n\u00e0y l\u00e0 thay \u0111\u1ed5i h\u00e0nh vi mua h\u00e0ng \u0111\u00e3 c\u00f3, c\u00f4ng ty v\u1eeba \u0111\u00e1p \u1ee9ng nhu c\u1ea7u c\u1ed1t l\u00f5i c\u1ee7a s\u1ea3n ph\u1ea9m, v\u1eeba mang l\u1ea1i m\u1ed9t c\u00e1i g\u00ec \u0111\u00f3 m\u1edbi tr\u00ean th\u1ecb tr\u01b0\u1eddng. S\u01a1 \u0111\u1ed3 sau \u0111\u00e2y th\u1ec3 hi\u1ec7n \u0111i\u1ec1u n\u00e0y b\u1eb1ng h\u00ecnh \u1ea3nh. Nh\u01b0 b\u1ea1n c\u00f3 th\u1ec3 th\u1ea5y, v\u00f2ng tr\u00f2n l\u1edbn \u1edf gi\u1eefa bi\u1ec3u \u0111\u1ed3 \u0111\u1ea1i di\u1ec7n cho nhu c\u1ea7u c\u1ed1t l\u00f5i c\u1ee7a th\u1ecb tr\u01b0\u1eddng (\u0111i\u1ec3m ngang b\u1eb1ng &#8211; POP) v\u00e0 c\u00e1c v\u00f2ng tr\u00f2n nh\u1ecf h\u01a1n \u0111\u1ea1i di\u1ec7n cho c\u00e1c t\u00ednh n\u0103ng ho\u1eb7c l\u1ee3i \u00edch m\u1edbi (\u0111i\u1ec3m kh\u00e1c bi\u1ec7t &#8211; POD).<\/p>\n<p>Do \u0111\u00f3, v\u1ecb tr\u00ed c\u1ee7a b\u1ea5t k\u1ef3 s\u1ea3n ph\u1ea9m m\u1edbi tham gia th\u1ecb tr\u01b0\u1eddng n\u00e0o c\u0169ng c\u1ea7n ph\u1ea3i c\u00f3 nh\u1eefng \u0111i\u1ec3m ngang b\u1eb1ng (ngh\u0129a l\u00e0 ph\u1ea3i \u0111\u01b0\u1ee3c xem \u0111\u1ec3 \u0111\u01b0a ra m\u1ed9t gi\u1ea3i ph\u00e1p t\u01b0\u01a1ng \u0111\u1ed1i gi\u1ed1ng nhau), nh\u01b0ng n\u00f3 c\u1ea7n ph\u1ea3i c\u00f3 m\u1ed9t c\u00e1i g\u00ec \u0111\u00f3 \u0111\u1ed9c \u0111\u00e1o ho\u1eb7c kh\u00e1c bi\u1ec7t v\u1ec1 n\u00f3 (\u0111i\u1ec3m kh\u00e1c bi\u1ec7t).<\/p>\n<p>&nbsp;<\/p>\n<p align=\"center\"><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter wp-image-13079\" src=\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2021\/02\/POP-POD-POI-dtmconsulting.vn-1-300x285.png\" alt=\"X\u00e1c \u0111\u1ecbnh \u0111i\u1ec3m kh\u00e1c bi\u1ec7t v\u00e0 l\u1ee3i th\u1ebf c\u1ea1nh tranh trong \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u\" width=\"500\" height=\"475\" srcset=\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2021\/02\/POP-POD-POI-dtmconsulting.vn-1-300x285.png 300w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2021\/02\/POP-POD-POI-dtmconsulting.vn-1-154x146.png 154w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2021\/02\/POP-POD-POI-dtmconsulting.vn-1-50x48.png 50w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2021\/02\/POP-POD-POI-dtmconsulting.vn-1-79x75.png 79w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2021\/02\/POP-POD-POI-dtmconsulting.vn-1.png 683w\" sizes=\"(max-width: 500px) 100vw, 500px\" \/><\/p>\n<h2><b>T\u00ecm ki\u1ebfm \u0111i\u1ec3m kh\u00e1c bi\u1ec7t v\u00e0 l\u1ee3i th\u1ebf c\u1ea1nh tranh<\/b><\/h2>\n<p>M\u1ed9t trong nh\u1eefng th\u00e1ch th\u1ee9c \u0111\u1ed1i v\u1edbi m\u1ed9t c\u00f4ng ty tung ra s\u1ea3n ph\u1ea9m m\u1edbi l\u00e0 m\u1ee9c \u0111\u1ed9 kh\u00e1c bi\u1ec7t c\u1ee7a s\u1ea3n ph\u1ea9m. \u0110\u00e2y c\u0169ng l\u00e0 m\u1ed9t trong nh\u1eefng y\u1ebfu t\u1ed1 quan tr\u1ecdng x\u00e2y d\u1ef1ng n\u00ean l\u1ee3i th\u1ebf c\u1ea1nh tranh. M\u1ed9t trong nh\u1eefng m\u1ee5c \u0111\u00edch c\u1ee7a vi\u1ec7c \u0111\u1ecbnh v\u1ecb l\u00e0 \u0111\u01a1n gi\u1ea3n h\u00f3a vi\u1ec7c ch\u00e0o b\u00e1n trong t\u00e2m tr\u00ed ng\u01b0\u1eddi ti\u00eau d\u00f9ng.<\/p>\n<p>Nh\u01b0 ch\u00fang ta \u0111\u00e3 bi\u1ebft, marketing l\u00e0 m\u1ed9t th\u1ebf gi\u1edbi r\u1ea5t c\u1ea1nh tranh v\u00e0 r\u1ea5t kh\u00f3 \u0111\u1ec3 truy\u1ec1n \u0111\u1ea1t nhi\u1ec1u th\u00f4ng \u0111i\u1ec7p v\u1ec1 m\u1ed9t s\u1ea3n ph\u1ea9m, \u0111\u1eb7c bi\u1ec7t l\u00e0 m\u1ed9t s\u1ea3n ph\u1ea9m c\u00f3 m\u1ee9c \u0111\u1ed9 tham gia th\u1ea5p. Do \u0111\u00f3, v\u00ec c\u1ea7n \u0111\u01a1n gi\u1ea3n h\u00f3a th\u00f4ng \u0111i\u1ec7p, c\u00e1c c\u00f4ng ty c\u1ea7n ph\u1ea3i c\u1ea9n th\u1eadn v\u1ec1 vi\u1ec7c \u0111\u01b0a ra qu\u00e1 nhi\u1ec1u \u0111i\u1ec3m kh\u00e1c bi\u1ec7t.<\/p>\n<p>Nh\u01b0 th\u1ec3 hi\u1ec7n trong s\u01a1 \u0111\u1ed3 sau, c\u00f3 m\u1ed9t s\u1ef1 \u0111\u00e1nh \u0111\u1ed5i r\u00f5 r\u1ec7t gi\u1eefa kh\u1ea3 n\u0103ng c\u1ee7a c\u00f4ng ty trong vi\u1ec7c trao \u0111\u1ed5i c\u00e1c \u0111i\u1ec3m ngang b\u1eb1ng v\u00e0 \u0111i\u1ec3m kh\u00e1c bi\u1ec7t. \u0110i\u1ec1u n\u00e0y l\u00e0 do ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u00f3 kh\u1ea3 n\u0103ng ch\u1ec9 nh\u1edb m\u1ed9t v\u00e0i y\u1ebfu t\u1ed1 v\u1ec1 s\u1ea3n ph\u1ea9m. V\u1ec1 m\u1eb7t l\u00fd thuy\u1ebft, m\u1ed9t t\u1ed5 ch\u1ee9c mu\u1ed1n truy\u1ec1n \u0111\u1ea1t m\u1ecdi th\u1ee9 v\u1ec1 t\u1ea5t c\u1ea3 c\u00e1c s\u1ea3n ph\u1ea9m c\u1ee7a h\u1ecd, nh\u01b0ng \u0111i\u1ec1u \u0111\u00f3 kh\u00f4ng th\u1ef1c t\u1ebf v\u00ec l\u1ee3i \u00edch c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u00e0 h\u00e0ng lo\u1ea1t th\u00f4ng \u0111i\u1ec7p ti\u1ebfp marketing \u0111\u01b0\u1ee3c g\u1eedi \u0111i.<span id=\"ezoic-pub-ad-placeholder-114\" class=\"ezoic-adpicker-ad\"><\/span><\/p>\n<blockquote><p><span style=\"color: #800080;\">Do \u0111\u00f3, c\u00e1c c\u00f4ng ty c\u1ea7n \u0111\u1ea1t \u0111\u01b0\u1ee3c s\u1ef1 ngang b\u1eb1ng th\u00edch h\u1ee3p v\u00e0 \u0111\u1ecbnh v\u1ecb s\u1ea3n ph\u1ea9m trong danh m\u1ee5c s\u1ea3n ph\u1ea9m l\u00e0 c\u00f3 \u0111\u1ee7 \u0111i\u1ec3m ngang b\u1eb1ng, \u0111\u1ed3ng th\u1eddi n\u00eau b\u1eadt m\u1ed9t ho\u1eb7c hai \u0111i\u1ec3m kh\u00e1c bi\u1ec7t.<\/span><\/p><\/blockquote>\n<h2>V\u1eady, POI, POP v\u00e0 POD l\u00e0 g\u00ec?<\/h2>\n<h3>M\u00f4i tr\u01b0\u1eddng c\u1ea1nh tranh (Frame of Reference) c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u<\/h3>\n<p>X\u00e1c \u0111\u1ecbnh m\u1ed9t m\u00f4i tr\u01b0\u1eddng c\u1ea1nh tranh r\u1ea5t quan tr\u1ecdng \u0111\u1ed1i v\u1edbi m\u1ed7i doanh nghi\u1ec7p v\u00ec \u0111\u00e2y s\u1ebd l\u00e0 c\u01a1 s\u1edf x\u00e1c \u0111\u1ecbnh b\u1ed1i c\u1ea3nh c\u1ea1nh tranh cho s\u1ea3n ph\u1ea9m\/th\u01b0\u01a1ng hi\u1ec7u, \u0111\u00e2u l\u00e0 c\u00e1c \u0111i\u1ec3m ngang b\u1eb1ng v\u00e0 \u0111\u00e2u l\u00e0 \u0111i\u1ec3m kh\u00e1c bi\u1ec7t c\u1ee7a doanh nghi\u1ec7p.<\/p>\n<h3>\u0110i\u1ec3m ngang b\u1eb1ng\u00a0(Point of Parity)<\/h3>\n<p><strong>\u0110i\u1ec3m ngang b\u1eb1ng (POP)<\/strong> l\u00e0 nh\u1eefng \u0111\u1eb7c \u0111i\u1ec3m m\u00e0 c\u1ea3 s\u1ea3n ph\u1ea9m c\u1ee7a doanh nghi\u1ec7p c\u00f3 v\u00e0 \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh \u0111\u1ec1u c\u00f3.\u00a0 \u0110i\u1ec3m ngang b\u1eb1ng l\u00e0 l\u00fd do ng\u01b0\u1eddi ti\u00eau d\u00f9ng th\u00eam th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n v\u00e0o danh s\u00e1ch c\u00e1c l\u1ef1a ch\u1ecdn thay th\u1ebf \u0111\u1ec3 xem x\u00e9t. Nh\u1eefng thu\u1ed9c t\u00ednh n\u00e0y kh\u00f4ng ph\u1ea3i l\u00e0 y\u1ebfu t\u1ed1 kh\u00e1c bi\u1ec7t c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u v\u00e0 kh\u00f4ng n\u00ean \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng l\u00e0m th\u00f4ng \u0111i\u1ec7p ch\u00ednh trong truy\u1ec1n th\u00f4ng, th\u00f4ng \u0111i\u1ec7p h\u01b0\u1edbng \u0111\u1ebfn kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau. Tuy nhi\u00ean, tr\u01b0\u1edbc khi b\u1eaft \u0111\u1ea7u x\u00e1c \u0111\u1ecbnh l\u1ee3i th\u1ebf c\u1ea1nh tranh, doanh nghi\u1ec7p c\u1ea7n x\u00e1c \u0111\u1ecbnh r\u00f5 c\u00e1c \u0111i\u1ec3m ngang b\u1eb1ng n\u00e0y.<\/p>\n<h3>\u0110i\u1ec3m kh\u00e1c bi\u1ec7t (Point of Difference)<\/h3>\n<p><strong>Key Differences<\/strong> (POD) l\u00e0 nh\u1eefng thu\u1ed9c t\u00ednh t\u1ea1o n\u00ean s\u1ef1 \u0111\u1ed9c \u0111\u00e1o cho th\u01b0\u01a1ng hi\u1ec7u. \u0110\u00f3 l\u00e0 <a href=\"https:\/\/dtmconsulting.vn\/en\/value-proposition-trong-marketing-la-gi\/\">\u0111\u1ec1 xu\u1ea5t gi\u00e1 tr\u1ecb (value proposition)<\/a> th\u01b0\u01a1ng hi\u1ec7u, l\u00e0 l\u1ee3i th\u1ebf c\u1ea1nh tranh. Nh\u1eefng \u0111i\u1ec3m kh\u00e1c bi\u1ec7t l\u00e0 l\u00fd do t\u1ea1i sao ng\u01b0\u1eddi ti\u00eau d\u00f9ng n\u00ean ch\u1ecdn th\u01b0\u01a1ng hi\u1ec7u thay v\u00ec \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh. C\u00e1c thu\u1ed9c t\u00ednh n\u00e0y ph\u1ea3i \u0111\u01b0\u1ee3c ph\u1ea3n \u00e1nh nh\u1ea5t qu\u00e1n trong th\u00f4ng \u0111i\u1ec7p truy\u1ec1n th\u00f4ng \u0111\u1ebfn kh\u00e1ch h\u00e0ng.<\/p>\n<h3>\u0110i\u1ec3m kh\u00f4ng li\u00ean quan (Point of Irrelavance)<\/h3>\n<p><strong>\u0110i\u1ec3m kh\u00f4ng li\u00ean quan (POI)<\/strong> &#8211; \u0110\u00e2y l\u00e0 nh\u1eefng t\u00ednh n\u0103ng c\u00f3 trong s\u1ea3n ph\u1ea9m c\u1ee7a doanh nghi\u1ec7p, nh\u01b0ng nh\u1eefng t\u00ednh n\u0103ng \u0111\u00f3 kh\u00f4ng \u0111\u01b0\u1ee3c quan t\u00e2m ho\u1eb7c th\u00fac \u0111\u1ea9y kh\u00e1ch h\u00e0ng mua s\u1ea3n ph\u1ea9m.<\/p>\n<p>H\u1ea7u h\u1ebft c\u00e1c doanh nghi\u1ec7p n\u00ean t\u1eadp trung v\u00e0o vi\u1ec7c nh\u1ea5n m\u1ea1nh POD c\u1ee7a h\u1ecd trong m\u1ed9t <a href=\"https:\/\/dtmconsulting.vn\/en\/usp-la-gi-usp-voi-chien-luoc-phat-trien-thuong-hieu\/\">\u0111\u1ec1 xu\u1ea5t gi\u00e1 tr\u1ecb \u0111\u1ed9c \u0111\u00e1o (USP)<\/a>, l\u00e0m n\u1ed5i b\u1eadt c\u00e1c t\u00ednh n\u0103ng quan tr\u1ecdng \u0111\u1ed1i v\u1edbi kh\u00e1ch h\u00e0ng v\u00e0 duy nh\u1ea5t \u0111\u1ed1i v\u1edbi s\u1ea3n ph\u1ea9m, kh\u00f3 c\u00f3 th\u1ec3 b\u1ecb sao nh\u00e1i,&#8230;<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-13078 lazyload\" data-src=\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2021\/02\/POP-POD-POI-dtmconsulting.vn_-300x169.png\" alt=\"X\u00e1c \u0111\u1ecbnh \u0111i\u1ec3m kh\u00e1c bi\u1ec7t v\u00e0 l\u1ee3i th\u1ebf c\u1ea1nh tranh trong \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u\" width=\"800\" height=\"451\" data-srcset=\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2021\/02\/POP-POD-POI-dtmconsulting.vn_-300x169.png 300w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2021\/02\/POP-POD-POI-dtmconsulting.vn_-260x146.png 260w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2021\/02\/POP-POD-POI-dtmconsulting.vn_-50x28.png 50w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2021\/02\/POP-POD-POI-dtmconsulting.vn_-133x75.png 133w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2021\/02\/POP-POD-POI-dtmconsulting.vn_.png 507w\" data-sizes=\"(max-width: 800px) 100vw, 800px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 800px; --smush-placeholder-aspect-ratio: 800\/451;\" \/><\/p>\n<p>&nbsp;<\/p>\n<h2>\u00c1p d\u1ee5ng POP, POD trong \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u, chi\u1ebfn l\u01b0\u1ee3c kinh doanh<\/h2>\n<p>Khi doanh nghi\u1ec7p quy\u1ebft \u0111\u1ecbnh v\u1ecb tr\u00ed\/v\u1ecb th\u1ebf c\u1ee7a m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u\/s\u1ea3n ph\u1ea9m tr\u00ean th\u1ecb tr\u01b0\u1eddng, ph\u1ea3i \u0111\u1ea3m b\u1ea3o r\u1eb1ng <a href=\"https:\/\/dtmconsulting.vn\/en\/dinh-vi-thuong-hieu\/\">\u0111\u1ecbnh v\u1ecb cho s\u1ea3n ph\u1ea9m (th\u01b0\u01a1ng hi\u1ec7u)<\/a> cu\u1ed1i c\u00f9ng c\u00f3 \u0111\u1ee7 c\u1ea3 \u0111i\u1ec3m ngang b\u1eb1ng (Point of Parity &#8211; POP) v\u00e0 \u0111i\u1ec3m kh\u00e1c bi\u1ec7t (Point of Difference &#8211; POD).<\/p>\n<p>V\u00ed d\u1ee5: s\u1ea3n ph\u1ea9m c\u1ea7n c\u00f3 \u0111\u1ee7 nh\u1eefng ch\u1ee9c n\u0103ng\/thu\u1ed9c t\u00ednh \u0111\u00e1p \u1ee9ng nh\u1eefng nhu c\u1ea7u c\u01a1 b\u1ea3n m\u00e0 kh\u00e1ch h\u00e0ng quan t\u00e2m &#8211; \u0111\u00e2y l\u00e0 \u0111i\u1ec3m ngang b\u1eb1ng (POP) v\u1edbi c\u00e1c s\u1ea3n ph\u1ea9m kh\u00e1c tr\u00ean th\u1ecb tr\u01b0\u1eddng. Tuy nhi\u00ean, \u0111\u1ec3 c\u1ea1nh tranh th\u00ec nh\u1eefng \u0111\u1eb7c \u0111i\u1ec3m c\u01a1 b\u1ea3n \u0111\u00f3 kh\u00f3 m\u00e0 thu h\u00fat v\u00e0 duy tr\u00ec \u0111\u01b0\u1ee3c l\u00f2ng trung th\u00e0nh c\u1ee7a kh\u00e1ch h\u00e0ng. V\u1eady n\u00ean \u0111i\u1ec3m kh\u00e1c bi\u1ec7t (POD) s\u1ebd l\u00e0 y\u1ebfu t\u1ed1 quy\u1ebft \u0111\u1ecbnh \u0111\u1ec3 kh\u00e1ch h\u00e0ng l\u1ef1a ch\u1ecdn s\u1ea3n ph\u1ea9m c\u1ee7a c\u00f4ng ty thay v\u00ec \u0111\u1ed1i th\u1ee7.<\/p>\n<blockquote><p><span style=\"color: #800080;\">M\u1ed9t s\u1ea3n ph\u1ea9m mu\u1ed1n th\u00e0nh c\u00f4ng tr\u00ean th\u1ecb tr\u01b0\u1eddng c\u1ea7n ph\u1ed1i h\u1ee3p h\u00e0i h\u00f2a hai \u0111i\u1ec3m c\u00e2n b\u1eb1ng v\u00e0 \u0111i\u1ec3m kh\u00e1c bi\u1ec7t. Vi\u1ec7c doanh nghi\u1ec7p ph\u1ee5 thu\u1ed9c qu\u00e1 nhi\u1ec1u v\u00e0o c\u00e1c \u0111i\u1ec3m ngang b\u1eb1ng trong \u0111\u1ecbnh v\u1ecb c\u1ee7a s\u1ea3n ph\u1ea9m d\u1eabn \u0111\u1ebfn kh\u00e1ch h\u00e0ng c\u00f3 th\u1ec3 r\u1eddi b\u1ecf th\u01b0\u01a1ng hi\u1ec7u b\u1ea5t c\u1ee9 l\u00fac n\u00e0o do c\u00e1c thu\u1ed9c t\u00ednh\/ch\u1ee9c n\u0103ng t\u01b0\u01a1ng t\u1ef1 \u0111\u00e3 c\u00f3 \u1edf c\u00e1c s\u1ea3n ph\u1ea9m kh\u00e1c. Ng\u01b0\u1ee3c l\u1ea1i, doanh nghi\u1ec7p qu\u00e1 t\u1eadp trung v\u00e0o nh\u1eefng \u0111i\u1ec3m kh\u00e1c bi\u1ec7t v\u00e0 qu\u00e1 \u00edt nh\u1ea5n m\u1ea1nh v\u00e0o \u0111i\u1ec3m ngang b\u1eb1ng c\u00f3 th\u1ec3 d\u1eabn \u0111\u1ebfn s\u1ea3n ph\u1ea9m c\u00f3 th\u1ec3 b\u1ecb coi l\u00e0 kh\u00f4ng \u0111\u00e1p \u1ee9ng \u0111\u01b0\u1ee3c nhu c\u1ea7u c\u1ed1t l\u00f5i cho th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau.<\/span><\/p><\/blockquote>\n<p>Xem th\u00eam: <a href=\"https:\/\/dtmconsulting.vn\/en\/chi-so-thuong-hieu\/\"><strong>Top 15 ch\u1ec9 s\u1ed1 th\u01b0\u01a1ng hi\u1ec7u (brand metric) nh\u1eb1m \u0111o l\u01b0\u1eddng v\u00e0 t\u0103ng ROI<\/strong><\/a><\/p>\n<h2>L\u1ef1a ch\u1ecdn POP, POD cho s\u1ea3n ph\u1ea9m<\/h2>\n<p>Vi\u1ec7c x\u00e1c \u0111\u1ecbnh c\u00e1c \u0111i\u1ec3m kh\u00e1c bi\u1ec7t v\u00e0 \u0111i\u1ec3m ngang b\u1eb1ng th\u01b0\u1eddng \u0111\u01b0\u1ee3c x\u00e1c \u0111\u1ecbnh theo ng\u00e0nh c\u1ee5 th\u1ec3. \u0110i\u1ec3m ngang b\u1eb1ng l\u00e0 nh\u1eefng y\u1ebfu t\u1ed1 c\u1ea7n thi\u1ebft \u0111\u1ec3 m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c coi l\u00e0 m\u1ed9t \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh tr\u00ean th\u1ecb tr\u01b0\u1eddng.<\/p>\n<p>\u0110\u00e2y l\u00e0 ng\u01b0\u1eddi \u0111\u01b0a ra quy\u1ebft \u0111\u1ecbnh cu\u1ed1i c\u00f9ng khi\u1ebfn kh\u00e1ch h\u00e0ng mua th\u01b0\u01a1ng hi\u1ec7u h\u01a1n c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh. \u00dd t\u01b0\u1edfng \u1edf \u0111\u00e2y kh\u00f4ng ph\u1ea3i l\u00e0 t\u1ed1t nh\u1ea5t ho\u1eb7c \u0111\u00e1nh b\u1ea1i \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh m\u00e0 l\u00e0 ho\u00e0n th\u00e0nh c\u00f9ng v\u1edbi ng\u01b0\u1eddi gi\u1ecfi nh\u1ea5t. \u0110i\u1ec3m ngang b\u1eb1ng l\u00e0 \u0111i\u1ec3m ch\u00ednh m\u00e0 doanh nghi\u1ec7p c\u00f3 th\u1ec3 c\u1ea1nh tranh v\u1edbi \u0111\u1ed1i th\u1ee7 v\u00e0 v\u01b0\u1ee3t qua h\u1ecd tr\u00ean th\u1ecb tr\u01b0\u1eddng.<\/p>\n<p>\u0110\u1ed1i v\u1edbi \u0111i\u1ec1u n\u00e0y, b\u1ea1n ph\u1ea3i x\u00e1c \u0111\u1ecbnh nh\u1eefng \u0111\u1eb7c \u0111i\u1ec3m ch\u00ednh khi\u1ebfn m\u1ecdi ng\u01b0\u1eddi ch\u1ecdn th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh h\u01a1n c\u00e1c th\u01b0\u01a1ng hi\u1ec7u kh\u00e1c l\u00e0 g\u00ec.<\/p>\n<h2><span id=\"Here-is-an-example\" class=\"ez-toc-section\"><\/span>V\u00ed d\u1ee5 v\u1edbi Apple<\/h2>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-13087 lazyload\" data-src=\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2021\/02\/diem-khac-biet-va-loi-the-canh-trang-trong-dinh-vi-thuong-hieu-1-300x157.jpg\" alt=\"\" width=\"600\" height=\"315\" data-srcset=\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2021\/02\/diem-khac-biet-va-loi-the-canh-trang-trong-dinh-vi-thuong-hieu-1-300x157.jpg 300w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2021\/02\/diem-khac-biet-va-loi-the-canh-trang-trong-dinh-vi-thuong-hieu-1-260x136.jpg 260w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2021\/02\/diem-khac-biet-va-loi-the-canh-trang-trong-dinh-vi-thuong-hieu-1-50x26.jpg 50w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2021\/02\/diem-khac-biet-va-loi-the-canh-trang-trong-dinh-vi-thuong-hieu-1-143x75.jpg 143w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2021\/02\/diem-khac-biet-va-loi-the-canh-trang-trong-dinh-vi-thuong-hieu-1.jpg 690w\" data-sizes=\"(max-width: 600px) 100vw, 600px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 600px; --smush-placeholder-aspect-ratio: 600\/315;\" \/><\/p>\n<p>G\u1ea7n \u0111\u00e2y \u0111\u00e3 c\u00f3 s\u1ef1 ra m\u1eaft c\u1ee7a iPhone 11 v\u00e0 11 Pro, 11 Pro Max t\u1eeb\u00a0Apple\u00a0.\u00a0C\u00e1c t\u00ednh n\u0103ng m\u1edbi ch\u00ednh c\u1ee7a \u0111i\u1ec7n tho\u1ea1i n\u00e0y l\u00e0 \u1ed1ng k\u00ednh tele v\u00e0 camera g\u00f3c r\u1ed9ng c\u00f9ng v\u1edbi camera ch\u00ednh 12 megapixel.\u00a0Gi\u1edd \u0111\u00e2y, n\u1ebfu c\u00e1c \u0111i\u1ec7n tho\u1ea1i kh\u00e1c mu\u1ed1n c\u1ea1nh tranh v\u1edbi iPhone, h\u1ecd s\u1ebd ph\u1ea3i trang b\u1ecb camera 12 megapixel kh\u00f4ng \u0111\u01b0\u1ee3c Apple c\u1ea5p b\u1eb1ng s\u00e1ng ch\u1ebf.<\/p>\n<p>M\u1eb7t kh\u00e1c, camera g\u00f3c r\u1ed9ng v\u00e0 \u1ed1ng k\u00ednh tele c\u00f3 th\u1ec3 \u0111\u00e3 \u0111\u01b0\u1ee3c c\u1ea5p b\u1eb1ng s\u00e1ng ch\u1ebf v\u1edbi Apple v\u00e0 c\u00f3 th\u1ec3 kh\u00f4ng b\u1ecb \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh sao ch\u00e9p, \u0111\u00f3 l\u00e0 l\u00fd do t\u1ea1i sao t\u00f4i c\u00f3 th\u1ec3 cung c\u1ea5p c\u00e1c t\u00ednh n\u0103ng kh\u00e1c nh\u01b0 \u1ea3nh HDR ho\u1eb7c ch\u1ebf \u0111\u1ed9 ch\u00e2n dung n\u00e2ng cao ho\u1eb7c \u1ea3nh t\u1ef1 ch\u1ee5p g\u00f3c r\u1ed9ng, k\u1ebft qu\u1ea3 l\u00e0 t\u01b0\u01a1ng t\u1ef1 nh\u01b0 t\u00ednh n\u0103ng ch\u00ednh c\u1ee7a iPhone nh\u01b0ng kh\u00f4ng sao ch\u00e9p ch\u00ednh x\u00e1c ch\u00fang.<\/p>\n<p>\u0110i\u1ec3m kh\u00e1c bi\u1ec7t l\u00e0 m\u1ed9t kh\u00e1i ni\u1ec7m ho\u00e0n to\u00e0n kh\u00e1c ho\u00e0n to\u00e0n so v\u1edbi \u0111i\u1ec3m ngang b\u1eb1ng. \u0110\u00e2y l\u00e0 m\u1ed9t t\u00ednh n\u0103ng \u0111\u1ed9c \u0111\u00e1o mang l\u1ea1i l\u1ee3i th\u1ebf c\u1ea1nh tranh m\u00e0 kh\u00f4ng s\u1ea3n ph\u1ea9m n\u00e0o kh\u00e1c mang l\u1ea1i cho b\u1ea1n v\u00e0 c\u00f3 l\u1ee3i th\u1ebf h\u01a1n c\u00e1c \u0111\u1ed1i th\u1ee7. L\u1ea5y v\u00ed d\u1ee5 v\u1ec1 iPhone 11 Pro s\u1ebd c\u00f3 m\u1ed9t t\u00ednh n\u0103ng \u0111\u1ed9c quy\u1ec1n c\u1ee7a camera g\u00f3c r\u1ed9ng, \u0111\u00e2y s\u1ebd l\u00e0 m\u1ed9t \u0111i\u1ec3m kh\u00e1c bi\u1ec7t c\u1ee7a iPhone so v\u1edbi c\u00e1c \u0111i\u1ec7n tho\u1ea1i di \u0111\u1ed9ng kh\u00e1c.<\/p>\n<blockquote><p><span style=\"color: #800080;\">T\u00ednh n\u0103ng n\u00e0y kh\u00f4ng th\u1ec3 b\u1ecb sao ch\u00e9p b\u1edfi b\u1ea5t k\u1ef3 c\u00f4ng ty n\u00e0o kh\u00e1c v\u00e0 t\u1ea1o th\u00e0nh \u0111i\u1ec3m b\u00e1n h\u00e0ng \u0111\u1ed9c nh\u1ea5t cho th\u01b0\u01a1ng hi\u1ec7u iPhone 11 pro c\u1ee7a Apple.<\/span><\/p><\/blockquote>\n<p>T\u01b0\u01a1ng t\u1ef1 nh\u01b0 Apple iPhone 11 pro,\u00a0Samsung\u00a0S10 Note c\u0169ng c\u00f3 ba camera nh\u01b0ng n\u00f3 kh\u00f4ng \u0111\u01b0\u1ee3c \u0111\u1eb7t ho\u1eb7c thi\u1ebft k\u1ebf gi\u1ed1ng nh\u01b0 iPhone, \u0111\u00f3 l\u00e0 l\u00fd do t\u1ea1i sao \u0111i\u1ec1u n\u00e0y tr\u1edf th\u00e0nh \u0111i\u1ec3m t\u01b0\u01a1ng \u0111\u1ed3ng gi\u1eefa c\u1ea3 hai.\u00a0Nh\u01b0ng bao g\u1ed3m b\u00fat stylus l\u00e0 m\u1ed9t \u0111i\u1ec3m kh\u00e1c bi\u1ec7t c\u1ee7a Samsung, trong khi hi\u1ec7u \u1ee9ng High-key Light Mono trong \u1ea3nh l\u00e0 \u0111i\u1ec3m kh\u00e1c bi\u1ec7t c\u1ee7a Apple.<\/p>\n<h2><span id=\"The-PoP-%E2%80%93-PoD-trade-off\" class=\"ez-toc-section\"><\/span>Quy\u1ebft \u0111\u1ecbnh POP v\u00e0 POD cho s\u1ea3n ph\u1ea9m<\/h2>\n<p>M\u1ed9t trong nh\u1eefng quy\u1ebft \u0111\u1ecbnh ch\u00ednh m\u00e0 c\u00f4ng ty ph\u1ea3i th\u1ef1c hi\u1ec7n khi tung ra m\u1ed9t s\u1ea3n ph\u1ea9m l\u00e0 m\u1ee9c \u0111\u1ed9 m\u00e0 h\u1ecd s\u1ebd\u00a0kh\u00e1c bi\u1ec7t\u00a0h\u00f3a s\u1ea3n ph\u1ea9m.\u00a0M\u1ed9t s\u1ef1 k\u1ebft h\u1ee3p th\u00edch h\u1ee3p gi\u1eefa \u0111i\u1ec3m kh\u00e1c bi\u1ec7t v\u00e0 \u0111i\u1ec3m ngang b\u1eb1ng l\u00e0 \u0111i\u1ec1u c\u1ea7n thi\u1ebft \u0111\u1ec3 t\u1ea1o ra m\u1ed9t s\u1ea3n ph\u1ea9m th\u00e0nh c\u00f4ng.<\/p>\n<p>N\u1ebfu m\u1ed9t s\u1ea3n ph\u1ea9m c\u00f3 qu\u00e1 nhi\u1ec1u t\u00ednh n\u0103ng kh\u00e1c bi\u1ec7t ho\u1eb7c c\u00f3 nhi\u1ec1u \u0111i\u1ec3m kh\u00e1c bi\u1ec7t th\u00ec s\u1ea3n ph\u1ea9m \u0111\u00f3 c\u00f3 th\u1ec3 kh\u00f4ng ho\u00e0n thi\u1ec7n v\u00e0 \u0111\u1ee9ng l\u1ebb gi\u1eefa t\u1ea5t c\u1ea3 c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh.\u00a0\u0110i\u1ec3m kh\u00e1c bi\u1ec7t ph\u1ea3i \u0111\u1ee7 kh\u00e1c bi\u1ec7t \u0111\u1ec3 t\u1ea1o s\u1ef1 kh\u00e1c bi\u1ec7t so v\u1edbi c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh nh\u01b0ng c\u0169ng kh\u00f4ng k\u00e9m ph\u1ea7n h\u1ea5p d\u1eabn, nh\u1ea1y c\u1ea3m v\u00e0 thu h\u00fat \u0111\u1ec3 kh\u00e1ch h\u00e0ng c\u1ea3m th\u1ea5y c\u1ea7n s\u1ef1 kh\u00e1c bi\u1ec7t.<\/p>\n<blockquote><p><strong><span style=\"color: #800080;\">N\u1ebfu kh\u00e1ch h\u00e0ng kh\u00f4ng c\u1ea3m th\u1ea5y c\u1ea7n s\u1ef1 kh\u00e1c bi\u1ec7t th\u00ec s\u1ef1 kh\u00e1c bi\u1ec7t c\u1ee7a s\u1ea3n ph\u1ea9m l\u00e0 v\u00f4 ngh\u0129a!<\/span><\/strong><\/p><\/blockquote>\n<p>T\u01b0\u01a1ng t\u1ef1 v\u1edbi vai tr\u00f2 c\u1ee7a c\u00e1c \u0111i\u1ec3m ngang b\u1eb1ng, n\u1ebfu c\u00f3 qu\u00e1 nhi\u1ec1u \u0111i\u1ec3m ch\u00eanh l\u1ec7ch th\u00ec n\u00f3 s\u1ebd thu h\u00fat nh\u1eefng kh\u00e1ch h\u00e0ng quy\u1ebft \u0111\u1ecbnh ch\u1ecdn l\u1ef1a ch\u1ecdn th\u1ee9 hai ho\u1eb7c nh\u1eefng kh\u00e1ch h\u00e0ng c\u00f3 \u00fd th\u1ee9c v\u1ec1 chi ph\u00ed. S\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 s\u1ebd thi\u1ebfu t\u00ednh \u0111\u1ed9c \u0111\u00e1o n\u1ebfu m\u1ecdi th\u1ee9 v\u1ec1 n\u00f3 \u0111\u1ec1u l\u00e0 \u0111i\u1ec3m gi\u1ed1ng nhau v\u00e0 s\u1ebd m\u1ea5t \u0111i s\u1ef1 h\u1ea5p d\u1eabn \u0111\u1ed1i v\u1edbi nhi\u1ec1u kh\u00e1ch h\u00e0ng.<\/p>\n<p>Do \u0111\u00f3, m\u1ee5c \u0111\u00edch c\u1ee7a m\u1ecdi t\u1eeb n\u00ean \u0111\u1ea1t \u0111\u01b0\u1ee3c s\u1ef1 c\u00e2n b\u1eb1ng gi\u1eefa \u0111i\u1ec3m kh\u00e1c bi\u1ec7t v\u00e0 \u0111i\u1ec3m ngang b\u1eb1ng.<\/p>\n<h2><strong>Doanh nghi\u1ec7p n\u00ean l\u00e0m g\u00ec v\u1edbi s\u1ea3n ph\u1ea9m\/th\u01b0\u01a1ng hi\u1ec7u m\u1edbi?<\/strong><\/h2>\n<p>D\u01b0\u1edbi \u0111\u00e2y l\u00e0 t\u1ed5ng h\u1ee3p m\u1ed9t s\u1ed1 quy\u1ebft \u0111\u1ecbnh c\u00e1c t\u00ednh n\u0103ng, thu\u1ed9c t\u00ednh c\u1ee7a s\u1ea3n ph\u1ea9m (h\u00e0ng h\u00f3a\/d\u1ecbch v\u1ee5) khi doanh nghi\u1ec7p \u0111\u01b0a s\u1ea3n ph\u1ea9m ra th\u1ecb tr\u01b0\u1eddng.<\/p>\n<p>Trong khi c\u00e1c c\u00f4ng ty c\u1ea7n ph\u1ea3i c\u00e2n b\u1eb1ng gi\u1eefa s\u1ef1 nh\u1ea5n m\u1ea1nh gi\u1eefa \u0111i\u1ec3m ngang b\u1eb1ng (POP) v\u00e0 \u0111i\u1ec3m kh\u00e1c bi\u1ec7t (POD), nh\u01b0ng c\u00f3 nh\u1eefng tr\u01b0\u1eddng h\u1ee3p m\u1ed9t c\u00f4ng ty n\u00ean nh\u1ea5n m\u1ea1nh nhi\u1ec1u h\u01a1n v\u00e0o m\u1ed9t trong nh\u1eefng y\u1ebfu t\u1ed1 n\u00e0y . B\u1ea3ng sau \u0111\u00e2y ph\u00e1c th\u1ea3o c\u00e1c tr\u01b0\u1eddng h\u1ee3p c\u1ea7n nh\u1ea5n m\u1ea1nh h\u01a1n.<\/p>\n<table style=\"width: 90.5015%;\" border=\"1\" cellspacing=\"0\" cellpadding=\"0\">\n<tbody>\n<tr>\n<td style=\"width: 42.5806%;\" valign=\"top\" width=\"215\">\n<p align=\"center\"><strong>T\u00ecnh h\u00ecnh<\/strong><\/p>\n<\/td>\n<td style=\"width: 103.699%;\" valign=\"top\" width=\"401\">\n<p align=\"center\"><strong>\u0110i\u1ec1u c\u1ea7n nh\u1ea5n m\u1ea1nh<\/strong><\/p>\n<\/td>\n<\/tr>\n<tr>\n<td style=\"width: 42.5806%;\" valign=\"top\" width=\"215\">Khi c\u00f4ng ty l\u00e0 \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh c\u1ee7a c\u00e1c s\u1ea3n ph\u1ea9m l\u00e0 c\u00e1c m\u1eb7t h\u00e0ng c\u00f3 ch\u1ee9c n\u0103ng c\u01a1 b\u1ea3n, \u0111\u00e1p \u1ee9ng nh\u1eefng nhu c\u1ea7u ch\u00ednh c\u1ee7a kh\u00e1ch h\u00e0ng<\/td>\n<td style=\"width: 103.699%;\" valign=\"top\" width=\"401\">Trong tr\u01b0\u1eddng h\u1ee3p n\u00e0y, l\u00e0 m\u1ed9t \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh y\u1ebfu h\u01a1n, m\u1ee5c ti\u00eau l\u00e0 d\u1ef1a tr\u00ean s\u1ef1 th\u00e0nh c\u00f4ng c\u1ee7a ng\u01b0\u1eddi d\u1eabn \u0111\u1ea7u th\u1ecb tr\u01b0\u1eddng b\u1eb1ng c\u00e1ch l\u00e0m n\u1ed5i b\u1eadt nhi\u1ec1u\u00a0\u0111i\u1ec3m ngang b\u1eb1ng<\/td>\n<\/tr>\n<tr>\n<td style=\"width: 42.5806%;\" valign=\"top\" width=\"215\">Khi c\u00f4ng ty d\u1eabn \u0111\u1ea7u th\u1ecb tr\u01b0\u1eddng<\/td>\n<td style=\"width: 103.699%;\" valign=\"top\" width=\"401\">\u0110\u00e2y l\u00e0 t\u00ecnh hu\u1ed1ng ng\u01b0\u1ee3c l\u1ea1i so v\u1edbi b\u00ean tr\u00ean. \u0110\u1ec3 duy tr\u00ec v\u1ecb tr\u00ed d\u1eabn \u0111\u1ea7u th\u1ecb tr\u01b0\u1eddng, th\u01b0\u01a1ng hi\u1ec7u \/ s\u1ea3n ph\u1ea9m c\u1ea7n \u0111\u01b0\u1ee3c nh\u00ecn nh\u1eadn l\u00e0 v\u01b0\u1ee3t tr\u1ed9i \/ kh\u00e1c bi\u1ec7t theo nh\u1eefng c\u00e1ch ch\u00ednh, do \u0111\u00f3 n\u00eau b\u1eadt s\u1ef1 c\u1ea7n thi\u1ebft ph\u1ea3i t\u1eadp trung v\u00e0o c\u00e1c \u0111i\u1ec3m kh\u00e1c bi\u1ec7t\u00a0c\u00f3 li\u00ean quan<\/td>\n<\/tr>\n<tr>\n<td style=\"width: 42.5806%;\" valign=\"top\" width=\"215\">Khi c\u00f4ng ty tham gia v\u00e0o m\u1ed9t th\u1ecb tr\u01b0\u1eddng \u0111\u00e3 ph\u00e1t tri\u1ec3n v\u00e0 tr\u01b0\u1edfng th\u00e0nh<\/td>\n<td style=\"width: 103.699%;\" valign=\"top\" width=\"401\">Trong tr\u01b0\u1eddng h\u1ee3p n\u00e0y, kh\u1ea3 n\u0103ng chuy\u1ec3n \u0111\u1ed5i t\u01b0\u01a1ng \u0111\u1ed1i th\u1ea5p h\u01a1n, v\u00ec v\u1eady c\u1ea7n c\u00f3\u00a0\u0111i\u1ec3m kh\u00e1c bi\u1ec7t\u00a0\u0111\u1ec3 ph\u00e1 v\u1ee1 l\u00f2ng trung th\u00e0nh theo th\u00f3i quen c\u1ee7a h\u1ecd<\/td>\n<\/tr>\n<tr>\n<td style=\"width: 42.5806%;\" valign=\"top\" width=\"215\">Khi c\u00f4ng ty v\u00e0 l\u00e0 m\u1ed9t th\u1ecb tr\u01b0\u1eddng ph\u00e1t tri\u1ec3n nhanh<\/td>\n<td style=\"width: 103.699%;\" valign=\"top\" width=\"401\">C\u00e1c th\u1ecb tr\u01b0\u1eddng \u0111ang ph\u00e1t tri\u1ec3n nhanh c\u00f3 nhu c\u1ea7u ch\u00ednh (t\u1ee9c l\u00e0 nh\u1eefng kh\u00e1ch h\u00e0ng l\u1ea7n \u0111\u1ea7u ti\u1ebfp c\u1eadn th\u1ecb tr\u01b0\u1eddng), do \u0111\u00f3, vi\u1ec7c \u0111\u1ecbnh v\u1ecb theo\u00a0\u0111i\u1ec3m ngang b\u1eb1ng\u00a0s\u1ebd kh\u00e1 th\u00e0nh c\u00f4ng trong vi\u1ec7c thu h\u00fat kh\u00e1ch h\u00e0ng m\u1edbi<\/td>\n<\/tr>\n<tr>\n<td style=\"width: 42.5806%;\" valign=\"top\" width=\"215\">Khi nhu c\u1ea7u \u0111a d\u1ea1ng, ngay c\u1ea3 khi xem x\u00e9t c\u00e1c ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng kh\u00e1 h\u1eb9p<\/td>\n<td style=\"width: 103.699%;\" valign=\"top\" width=\"401\">Khi c\u00f3 s\u1ef1 \u0111a d\u1ea1ng \u0111\u00e1ng k\u1ec3 v\u1ec1 nhu c\u1ea7u c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng, m\u1ed9t \u0111\u1ecbnh v\u1ecb\u00a0\u0111i\u1ec3m kh\u00e1c bi\u1ec7t\u00a0ph\u1ea3i \u0111\u1ea3m b\u1ea3o r\u1eb1ng th\u1ecb ph\u1ea7n h\u1ee3p l\u00fd \u0111\u01b0\u1ee3c t\u1ea1o ra<\/td>\n<\/tr>\n<tr>\n<td style=\"width: 42.5806%;\" valign=\"top\" width=\"215\">Trong m\u1ed9t th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau n\u01a1i c\u00f4ng ty \u0111\u00e3 cung c\u1ea5p nhi\u1ec1u s\u1ea3n ph\u1ea9m<\/td>\n<td style=\"width: 103.699%;\" valign=\"top\" width=\"401\">\u0110\u1ec3 gi\u1ea3m thi\u1ec3u r\u1ee7i ro c\u1ee7a vi\u1ec7c b\u00e1n h\u00e0ng, c\u00f4ng ty c\u1ea7n ph\u1ea3i ch\u00fa tr\u1ecdng nhi\u1ec1u h\u01a1n v\u00e0o c\u00e1c \u0111i\u1ec3m kh\u00e1c bi\u1ec7t<\/td>\n<\/tr>\n<tr>\n<td style=\"width: 42.5806%;\" valign=\"top\" width=\"215\">Trong m\u1ed9t th\u1ecb tr\u01b0\u1eddng t\u01b0\u01a1ng \u0111\u1ed1i nh\u1ea1y c\u1ea3m v\u1ec1 gi\u00e1 c\u1ea3<\/td>\n<td style=\"width: 103.699%;\" valign=\"top\" width=\"401\">M\u1ee5c ti\u00eau c\u1ee7a doanh nghi\u1ec7p trong tr\u01b0\u1eddng h\u1ee3p n\u00e0y l\u00e0 cung c\u1ea5p c\u00e1c l\u1ee3i \u00edch b\u1ed5 sung, \u0111\u1ec3 gi\u1ea3m t\u1ea7m quan tr\u1ecdng c\u1ee7a gi\u00e1 trong quy\u1ebft \u0111\u1ecbnh. Do \u0111\u00f3, c\u1ea7n nh\u1ea5n m\u1ea1nh \u0111\u1ecbnh v\u1ecb \u0111i\u1ec3m kh\u00e1c bi\u1ec7t<\/td>\n<\/tr>\n<tr>\n<td style=\"width: 146.279%;\" colspan=\"2\" valign=\"top\" width=\"616\"><em>\u00a0<\/em><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>Xem th\u00eam:<\/p>\n<ul>\n<li><a href=\"https:\/\/dtmconsulting.vn\/en\/chu-y-khi-dua-san-pham-ra-thi-truong\/\"><strong>Nh\u1eefng \u0111i\u1ec1u c\u1ea7n \u0111\u1eb7c bi\u1ec7t ch\u00fa \u00fd khi \u0111\u01b0a s\u1ea3n ph\u1ea9m ra th\u1ecb tr\u01b0\u1eddng<\/strong><\/a><\/li>\n<li><strong><a href=\"https:\/\/dtmconsulting.vn\/en\/truoc-khi-dua-san-pham-ra-thi-truong-doanh-nghiep-can-chuan-bi-nhung-gi\/\">Doanh nghi\u1ec7p c\u1ea7n chu\u1ea9n b\u1ecb g\u00ec \u0111\u1ec3 \u0111\u01b0a s\u1ea3n ph\u1ea9m ra th\u1ecb tr\u01b0\u1eddng th\u00e0nh c\u00f4ng<\/a><\/strong><\/li>\n<li><strong><a href=\"https:\/\/dtmconsulting.vn\/en\/ngan-sach-cho-phat-trien-san-pham-moi\/\">C\u00e1ch thi\u1ebft l\u1eadp ng\u00e2n s\u00e1ch cho ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m m\u1edbi<\/a><\/strong><\/li>\n<\/ul>\n<p style=\"text-align: right;\">Ngu\u1ed3n: DTM Consulting t\u1ed5ng h\u1ee3p v\u00e0 bi\u00ean t\u1eadp<\/p>\n<p style=\"text-align: right;\"><a href=\"https:\/\/www.marketing91.com\/points-of-parity-and-points-of-difference\/\" target=\"_blank\" rel=\"noopener\">Marketing91<\/a>, <a href=\"https:\/\/branduniq.com\/2011\/points-of-parity-versus-points-of-differentiation\/\" target=\"_blank\" rel=\"noopener\">Branduniq<\/a>, <a href=\"https:\/\/www.segmentationstudyguide.com\/understanding-perceptual-maps\/points-of-difference-pod\/\" target=\"_blank\" rel=\"noopener\">Segmentationstudyguide<\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>&#8220;Ch\u00eca kh\u00f3a cho l\u1ee3i th\u1ebf c\u1ea1nh tranh c\u1ee7a b\u1ea1n kh\u00f4ng ph\u1ea3i l\u00e0 t\u1ed1t h\u01a1n \u0111\u1ed1i th\u1ee7, m\u00e0 l\u00e0 kh\u00e1c bi\u1ec7t h\u01a1n \u0111\u1ed1i th\u1ee7&#8221; &#8211; Michael Porter M\u1ed9t v\u1ea5n \u0111\u1ec1 m\u00e0 r\u1ea5t nhi\u1ec1u ch\u1ee7 doanh nghi\u1ec7p \u0111\u1ebfn v\u1edbi ch\u00fang t\u00f4i \u0111\u00f3 l\u00e0 vi\u1ec7c h\u1ecd kh\u00f4ng bi\u1ebft \u0111\u00e2u l\u00e0 l\u1ee3i th\u1ebf c\u1ea1nh tranh (competitive advantage) cho s\u1ea3n [&hellip;]<\/p>","protected":false},"author":17,"featured_media":13085,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"footnotes":""},"categories":[128,74],"tags":[644,651,672,670,667],"class_list":["post-12859","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-chia-se-kien-thuc","category-blog","tag-chien-luoc-marketing","tag-nghien-cuu-thi-truong-tag","tag-san-pham","tag-truong-hop-thuc-tien","tag-tu-van-marketing",""],"_links":{"self":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/12859","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=12859"}],"version-history":[{"count":15,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/12859\/revisions"}],"predecessor-version":[{"id":16633,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/12859\/revisions\/16633"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/media\/13085"}],"wp:attachment":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/media?parent=12859"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/categories?post=12859"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/tags?post=12859"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}