{"id":13687,"date":"2021-05-07T18:06:21","date_gmt":"2021-05-07T11:06:21","guid":{"rendered":"https:\/\/dtmconsulting.vn\/?p=13687"},"modified":"2021-05-17T13:48:06","modified_gmt":"2021-05-17T06:48:06","slug":"tai-sao-nhieu-san-pham-viet-dat-tieu-chuan-dat-chung-nhan-ma-van-khong-thuong-mai-hoa-thanh-cong","status":"publish","type":"post","link":"https:\/\/dtmconsulting.vn\/en\/tai-sao-nhieu-san-pham-viet-dat-tieu-chuan-dat-chung-nhan-ma-van-khong-thuong-mai-hoa-thanh-cong\/","title":{"rendered":"T\u1ea1i sao nhi\u1ec1u s\u1ea3n ph\u1ea9m Vi\u1ec7t \u0111\u1ea1t ti\u00eau chu\u1ea9n, \u0111\u1ea1t ch\u1ee9ng nh\u1eadn m\u00e0 v\u1eabn kh\u00f4ng th\u01b0\u01a1ng m\u1ea1i h\u00f3a th\u00e0nh c\u00f4ng?"},"content":{"rendered":"

B\u00e0i vi\u1ebft \u0111\u01b0\u1ee3c tr\u00edch t\u1eeb chia s\u1ebb c\u1ee7a c\u1ed1 v\u1ea5n\/chuy\u00ean gia t\u01b0 v\u1ea5n TS. Nguy\u1ec5n Th\u1ecb Ho\u00e0ng Y\u1ebfn t\u1ea1i DTM Consulting – ng\u01b0\u1eddi c\u00f3 h\u01a1n 15 n\u0103m kinh nghi\u1ec7m t\u01b0 v\u1ea5n chi\u1ebfn l\u01b0\u1ee3c Marketing, th\u01b0\u01a1ng hi\u1ec7u, nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng, nghi\u00ean c\u1ee9u insight kh\u00e1ch h\u00e0ng cho nhi\u1ec1u doanh nghi\u1ec7p v\u1eeba v\u00e0 nh\u1ecf.<\/em><\/p>\n

Hi\u1ec7n nay, c\u00f9ng v\u1edbi nh\u1eefng s\u1ef1 nhanh nh\u1ea1y, n\u1ed7 l\u1ef1c, s\u00e1ng t\u1ea1o c\u1ee7a c\u00e1c doanh nghi\u1ec7p, \u0111\u1eb7c bi\u1ec7t doanh nghi\u1ec7p tr\u1ebb, c\u00f9ng v\u1edbi s\u1ef1 h\u1ed7 tr\u1ee3 t\u1eeb c\u00e1c ch\u00ednh s\u00e1ch c\u1ee7a Nh\u00e0 n\u01b0\u1edbc, th\u1ecb tr\u01b0\u1eddng Vi\u1ec7t Nam ng\u00e0y c\u00e0ng c\u00f3 nhi\u1ec1u c\u00e1c s\u1ea3n ph\u1ea9m \u0111\u1ea1t \u0111\u01b0\u1ee3c c\u00e1c ch\u1ee9ng nh\u1eadn v\u1ec1 s\u1ea3n xu\u1ea5t, \u0111\u1ea3m b\u1ea3o ch\u1ea5t l\u01b0\u1ee3ng v\u1ec1 m\u1eb7t s\u1ea3n xu\u1ea5t, k\u1ef9 thu\u1eadt, h\u1ee9a h\u1eb9n mang l\u1ea1i nh\u1eefng gi\u00e1 tr\u1ecb cho ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u00e0 c\u1ed9ng \u0111\u1ed3ng x\u00e3 h\u1ed9i\u2026 \u0110i\u1ec3n h\u00ecnh l\u00e0 c\u00e1c s\u1ea3n ph\u1ea9m thu\u1ed9c \u0111\u1ea1t c\u00e1c ti\u00eau chu\u1ea9n VietGap, Global Gap, HACCP, OCOP,…<\/p>\n

Tuy nhi\u00ean, qua th\u1ef1c ti\u1ec5n ti\u1ebfp x\u00fac v\u1edbi c\u00e1c doanh nghi\u1ec7p trong c\u00e1c d\u1ef1 \u00e1n h\u1ed7 tr\u1ee3 v\u00e0 t\u01b0 v\u1ea5n doanh nghi\u1ec7p, qua theo d\u00f5i nh\u1eefng c\u00e2u chuy\u1ec7n trao \u0111\u1ed5i gi\u1eefa nh\u1eefng nh\u00e0 kinh doanh, doanh nghi\u1ec7p tr\u00ean c\u00e1c c\u1ed9ng \u0111\u1ed3ng x\u00e3 h\u1ed9i, t\u00f4i nh\u1eadn th\u1ea5y r\u1ea5t nhi\u1ec1u s\u1ea3n ph\u1ea9m t\u1ed1t, \u0111\u1ea1t nhi\u1ec1u ch\u1ee9ng nh\u1eadn v\u1eabn \u0111ang \u0111\u1ed1i di\u1ec7n v\u1edbi nguy c\u01a1 \u201cch\u1ebft d\u1ea7n, ch\u1ebft m\u00f2n\u201d, kh\u00f4ng \u0111\u1ebfn \u0111\u01b0\u1ee3c tay ng\u01b0\u1eddi ti\u00eau d\u00f9ng ho\u1eb7c kh\u00f4ng th\u00e0nh c\u00f4ng trong th\u01b0\u01a1ng m\u1ea1i h\u00f3a s\u1ea3n ph\u1ea9m… Nguy\u00ean nh\u00e2n c\u00f3 nhi\u1ec1u, trong \u0111\u00f3 c\u00f3 r\u1ea5t nhi\u1ec1u nh\u1eefng sai l\u1ea7m kh\u00f4ng \u0111\u00e1ng c\u00f3 hay nh\u1eefng \u0111i\u1ec1u \u0111\u00e1ng ti\u1ebfc b\u1edfi ch\u00ednh c\u00e1c ch\u1ee7 doanh nghi\u1ec7p, nh\u1eefng ng\u01b0\u1eddi l\u00e0m marketing,…<\/p>\n

Sau \u0111\u00e2y, t\u00f4i s\u1ebd ph\u00e2n t\u00edch 2 kh\u00eda c\u1ea1nh kh\u00f4ng m\u1edbi v\u00e0 r\u1ea5t c\u0103n b\u1ea3n (c\u1ed1t y\u1ebfu) \u0111\u1ed1i v\u1edbi vi\u1ec7c ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m v\u00e0 th\u1ecb tr\u01b0\u1eddng nh\u01b0ng l\u1ea1i v\u1eabn b\u1ecb nhi\u1ec1u doanh nghi\u1ec7p Vi\u1ec7t l\u00e3ng qu\u00ean ho\u1eb7c xem nh\u1eb9. \u0110\u00e2y c\u0169ng l\u00e0 hai b\u00e0i to\u00e1n quan tr\u1ecdng v\u1ec1 m\u1eb7t th\u1ecb tr\u01b0\u1eddng m\u00e0 h\u1ecd c\u1ea7n ph\u1ea3i gi\u1ea3i quy\u1ebft n\u1ebfu mu\u1ed1n s\u1ea3n ph\u1ea9m c\u1ee7a m\u00ecnh \u0111\u01b0\u1ee3c ph\u00e1t tri\u1ec3n v\u00e0 th\u01b0\u01a1ng m\u1ea1i h\u00f3a th\u00e0nh c\u00f4ng.<\/p>\n

1. Xao l\u00e3ng “t\u00ednh th\u1ecb tr\u01b0\u1eddng” c\u1ee7a s\u1ea3n ph\u1ea9m<\/strong><\/h2>\n

C\u00e1c doanh nghi\u1ec7p Vi\u1ec7t hi\u1ec7n r\u1ea5t \u0111ang quan t\u00e2m v\u00e0 c\u1ed1 g\u1eafng ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m th\u1eadt t\u1ed1t v\u1ec1 k\u1ef9 thu\u1eadt, ch\u00fa tr\u1ecdng \u0111\u1ebfn ch\u1ee9ng nh\u1eadn ch\u1ea5t l\u01b0\u1ee3ng cho s\u1ea3n ph\u1ea9m. K\u1ebft qu\u1ea3 l\u00e0 r\u1ea5t nhi\u1ec1u s\u1ea3n ph\u1ea9m c\u1ee7a c\u00e1c doanh nghi\u1ec7p Vi\u1ec7t Nam \u0111\u00e3 \u0111\u1ea1t c\u00e1c ti\u00eau chu\u1ea9n ch\u1ea5t l\u01b0\u1ee3ng cao nh\u01b0 HACCP, Global GAP,…<\/p>\n

Tuy nhi\u00ean, s\u1ef1 qu\u00e1 t\u1eadp trung v\u00e0o c\u00e1c y\u1ebfu t\u1ed1 ch\u1ea5t l\u01b0\u1ee3ng s\u1ea3n ph\u1ea9m v\u1ec1 m\u1eb7t k\u1ef9 thu\u1eadt v\u00e0 ch\u1ee9ng nh\u1eadn l\u1ea1i c\u00f3 th\u1ec3 l\u00e0m h\u1ecd xao l\u00e3ng \u0111i \u201cgi\u00e1 tr\u1ecb th\u1ecb tr\u01b0\u1eddng\u201d c\u1ee7a s\u1ea3n ph\u1ea9m- gi\u00e1 tr\u1ecb m\u00e0 kh\u00e1ch h\u00e0ng th\u1ef1c s\u1ef1 \u0111\u00e1nh gi\u00e1 (nh\u1eadn di\u1ec7n)\/th\u1eeba nh\u1eadn v\u1ec1 s\u1ea3n ph\u1ea9m.<\/strong> Hay n\u00f3i c\u00e1ch kh\u00e1c, h\u1ecd ch\u01b0a quan t\u00e2m \u0111\u00fang m\u1ee9c \u0111\u1ebfn vi\u1ec7c s\u1ea3n ph\u1ea9m c\u00f3 th\u1ef1c s\u1ef1 \u0111\u00e1p \u1ee9ng t\u1ed1t nh\u1eefng k\u1ef3 v\u1ecdng, mong mu\u1ed1n c\u1ee7a kh\u00e1ch h\u00e0ng\/ng\u01b0\u1eddi ti\u00eau d\u00f9ng kh\u00f4ng? Kh\u00e1ch h\u00e0ng c\u00f3 nh\u1eadn ra \u0111\u01b0\u1ee3c nh\u1eefng l\u1ee3i \u00edch\/gi\u00e1 tr\u1ecb c\u1ee7a s\u1ea3n ph\u1ea9m kh\u00f4ng?<\/p>\n

Nhi\u1ec1u doanh nghi\u1ec7p c\u0169ng m\u1eafc sai l\u1ea7m trong vi\u1ec7c hi\u1ec3u v\u00e0 x\u00e1c \u0111\u1ecbnh th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau. H\u1ecd nh\u1eadn di\u1ec7n m\u1ed9t c\u00e1ch h\u1eddi h\u1ee3t v\u1ec1 th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau, kh\u00f4ng hi\u1ec3u v\u00e0 m\u00f4 t\u1ea3 \u0111\u01b0\u1ee3c c\u1ee5 th\u1ec3 v\u00e0 s\u00e2u s\u1eafc v\u1ec1 th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau c\u1ee7a s\u1ea3n ph\u1ea9m nh\u01b0: th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau g\u1ed3m nh\u1eefng kh\u00fac kh\u00e1ch h\u00e0ng n\u00e0o? Nh\u1eefng \u0111\u1eb7c \u0111i\u1ec3m (bao h\u00e0m c\u1ea3 k\u1ef3 v\u1ecdng v\u00e0 pain points) c\u1ee7a kh\u00e1ch h\u00e0ng l\u00e0 g\u00ec? Ch\u00e2n dung kh\u00e1ch h\u00e0ng ra sao v\u00e0 h\u00e0nh tr\u00ecnh mua c\u1ee7a c\u1ee7a h\u1ecd nh\u01b0 th\u1ebf n\u00e0o?<\/p>\n

Th\u1eadt l\u1ea1 nh\u01b0ng kh\u00f4ng qu\u00e1 ng\u1ea1c nhi\u00ean khi r\u1ea5t nhi\u1ec1u doanh nghi\u1ec7p kh\u00f4ng th\u1ec3 tr\u1ea3 l\u1eddi c\u00e2u h\u1ecfi m\u1ed9t c\u00e1ch r\u00f5 r\u00e0ng v\u00e0 c\u1ee5 th\u1ec3 cho hai c\u00e2u h\u1ecfi c\u01a1 b\u1ea3n trong kinh doanh: \u201cAi \u0111ang mua\/s\u1ebd mua s\u1ea3n ph\u1ea9m c\u1ee7a b\u1ea1n?\u201d v\u00e0 \u201cT\u1ea1i sao h\u1ecd l\u1ea1i ph\u1ea3i mua s\u1ea3n ph\u1ea9m c\u1ee7a b\u1ea1n thay v\u00ec c\u00e1c s\u1ea3n ph\u1ea9m kh\u00e1c?\u201d\u2026<\/strong><\/p>\n

\"X\u00e1c

X\u00e1c \u0111\u1ecbnh c\u00f4ng ch\u00fang m\u1ee5c ti\u00eau<\/p><\/div>\n

Ch\u00ednh v\u00ec nh\u1eefng v\u1ea5n \u0111\u1ec1 tr\u00ean, nhi\u1ec1u s\u1ea3n ph\u1ea9m, d\u00f9 t\u1ed1t, d\u00f9 c\u00f3 nhi\u1ec1u ch\u1ee9ng nh\u1eadn c\u0169ng kh\u00f4ng th\u1ec3 ti\u1ebfp c\u1eadn \u0111\u00fang th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau v\u00e0\/ho\u1eb7c ch\u01b0a \u0111\u01b0\u1ee3c th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau ch\u1ea5p nh\u1eadn\/ti\u00eau d\u00f9ng s\u1ea3n ph\u1ea9m. L\u00fd do l\u00e0 v\u00ec n\u1ebfu h\u1ecd ch\u01b0a quan t\u00e2m \u0111\u00fang v\u00e0 th\u1ef1c s\u1ef1 hi\u1ec3u v\u1ec1 th\u1ecb tr\u01b0\u1eddng\/kh\u00e1ch h\u00e0ng, kh\u00f4ng quan t\u00e2m \u0111\u1ebfn c\u00e1ch h\u1ecd mong ch\u1edd v\u00e0 \u0111\u00e1nh gi\u00e1 gi\u00e1 tr\u1ecb s\u1ea3n ph\u1ea9m th\u00ec h\u1ecd kh\u00f4ng th\u1ec3 bi\u1ebft c\u00e1ch t\u1ed1t \u0111\u1ec3 ti\u1ebfp c\u1eadn v\u00e0 thuy\u1ebft ph\u1ee5c h\u1ecd mua s\u1ea3n ph\u1ea9m. \u0110\u00e2y ch\u00ednh l\u00e0 \u0111i\u1ec3m m\u1ea5u ch\u1ed1t m\u00e0 ch\u00fang t\u00f4i ph\u1ea3i gi\u1ea3i quy\u1ebft trong c\u00e1c d\u1ef1 \u00e1n t\u01b0 v\u1ea5n nh\u1eb1m ph\u00e1t tri\u1ec3n th\u01b0\u01a1ng hi\u1ec7u\/th\u1ecb tr\u01b0\u1eddng cho c\u00e1c s\u1ea3n ph\u1ea9m c\u0169ng nh\u01b0 khuy\u00ean c\u00e1c doanh nghi\u1ec7p c\u1ea7n quan t\u00e2m th\u1ef1c hi\u1ec7n c\u00e0ng s\u1edbm c\u00e0ng t\u1ed1t.<\/p>\n

\u0110\u1ed1i v\u1edbi nh\u1eefng s\u1ea3n ph\u1ea9m m\u1edbi hay nh\u1eefng s\u1ea3n ph\u1ea9m \u0111\u00e3 ra th\u1ecb tr\u01b0\u1eddng nh\u01b0ng kh\u00f4ng th\u00e0nh c\u00f4ng, doanh nghi\u1ec7p \u0111\u1ec1u c\u1ea7n nghi\u00ean c\u1ee9u, x\u00e1c \u0111\u1ecbnh\/x\u00e1c \u0111\u1ecbnh l\u1ea1i th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau cho s\u1ea3n ph\u1ea9m, nh\u1eadn di\u1ec7n insight kh\u00e1ch h\u00e0ng th\u00f4ng qua vi\u1ec7c nghi\u00ean c\u1ee9u k\u1ef9 kh\u00e1ch h\u00e0ng, d\u1ef1ng ch\u00e2n dung v\u00e0 h\u00e0nh tr\u00ecnh mua s\u1ea3n ph\u1ea9m c\u1ee7a h\u1ecd d\u1ef1a v\u00e0o d\u1eef li\u1ec7u m\u1ed9t c\u00e1ch c\u1ea9n th\u1eadn.<\/strong><\/span><\/p><\/blockquote>\n

\u0110\u1ed3ng th\u1eddi, c\u1ea7n ph\u1ea3i ph\u00e2n t\u00edch n\u0103ng l\u1ef1c c\u1ea1nh tranh c\u1ed1t l\u00f5i c\u1ee7a doanh nghi\u1ec7p, nh\u1eefng \u01b0u \u0111i\u1ec3m\/h\u1ea1n ch\u1ebf c\u1ee7a s\u1ea3n ph\u1ea9m trong t\u01b0\u01a1ng quan v\u1edbi nh\u1eefng s\u1ea3n ph\u1ea9m thay th\u1ebf\/c\u1ea1nh tranh \u0111\u1ec3 x\u00e1c \u0111\u1ecbnh \u0111i\u1ec3m kh\u00e1c bi\u1ec7t, USP v\u00e0 \u0111\u1ec1 xu\u1ea5t gi\u00e1 tr\u1ecb cho s\u1ea3n ph\u1ea9m.<\/p>\n

\u0110\u00e2y l\u00e0 v\u1ea5n \u0111\u1ec1 quan tr\u1ecdng v\u00ec s\u1ea3n ph\u1ea9m d\u00f9 t\u1ed1t, nh\u01b0ng kh\u00f4ng c\u00f3 \u0111i\u1ec3m kh\u00e1c bi\u1ec7t, kh\u00f4ng c\u00f3 USP v\u00e0 \u0111\u1ec1 xu\u1ea5t gi\u00e1 tr\u1ecb r\u00f5 r\u00e0ng, n\u00f3 v\u1eabn c\u00f3 th\u1ec3 kh\u00f4ng \u0111\u01b0\u1ee3c nh\u1eadn di\u1ec7n, kh\u00f4ng \u0111\u01b0\u1ee3c ti\u00eau d\u00f9ng v\u00e0 kh\u00f4ng thuy\u1ebft ph\u1ee5c \u0111\u01b0\u1ee3c kh\u00e1ch h\u00e0ng. M\u1eb7t kh\u00e1c, vi\u1ec7c nh\u1eadn di\u1ec7n v\u00e0 th\u1ea5u hi\u1ec3u th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau<\/a><\/strong> v\u00e0 x\u00e1c \u0111\u1ecbnh r\u00f5 USP v\u00e0 \u0111\u1ec1 xu\u1ea5t gi\u00e1 tr\u1ecb cho s\u1ea3n ph\u1ea9m c\u0169ng gi\u00fap doanh nghi\u1ec7p t\u1ed1i \u01b0u \u0111\u01b0\u1ee3c c\u00e1c ho\u1ea1t \u0111\u1ed9ng kinh doanh, marketing.<\/p>\n

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  1. \n

    Ch\u01b0a\/kh\u00f4ng t\u1eadp trung v\u00e0o test th\u1ecb tr\u01b0\u1eddng khi ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m<\/strong><\/h2>\n<\/li>\n<\/ol>\n

    Ph\u00e1t tri\u1ec3n m\u1ed9t s\u1ea3n ph\u1ea9m tr\u00ean th\u1ef1c t\u1ebf l\u00e0 m\u1ed9t qu\u00e1 tr\u00ecnh \u0111\u00f2i h\u1ecfi nhi\u1ec1u c\u00f4ng \u0111o\u1ea1n, nhi\u1ec1u ho\u1ea1t \u0111\u1ed9ng m\u00e0 doanh nghi\u1ec7p ph\u1ea3i th\u1ef1c hi\u1ec7n, \u0111\u1ea7u t\u01b0. Ph\u00e1t tri\u1ec3n m\u1ed9t s\u1ea3n ph\u1ea9m th\u00e0nh c\u00f4ng c\u0169ng t\u01b0\u01a1ng t\u1ef1 nh\u01b0 vi\u1ec7c doanh nghi\u1ec7p \u0111\u00e3 t\u1ea1o ra \u201choa th\u01a1m, tr\u00e1i ng\u1ecdt\u201d cho m\u00ecnh. M\u1ed9t s\u1ea3n ph\u1ea9m th\u00e0nh c\u00f4ng c\u0169ng \u0111\u01b0\u1ee3c xem l\u00e0 m\u1ed9t qu\u1ea3 \u0111\u00e3 ch\u00edn, l\u00e0 k\u1ebft qu\u1ea3 c\u1ee7a m\u1ed9t qu\u00e1 tr\u00ecnh \u1ea5p \u1ee7, nu\u00f4i d\u01b0\u1ee1ng v\u1edbi bao c\u00f4ng s\u1ee9c vun x\u1edbi.<\/p>\n

    \u0110i\u1ec1u \u0111\u00f3 c\u00f3 ngh\u0129a l\u00e0 \u0111\u1ec3 s\u1ea3n ph\u1ea9m \u0111\u01b0\u1ee3c ph\u00e1t tri\u1ec3n th\u00e0nh c\u00f4ng v\u00e0 s\u1eb5n s\u00e0ng \u0111\u1ec3 \u0111\u01b0a v\u00e0o th\u1ecb tr\u01b0\u1eddng, doanh nghi\u1ec7p ph\u1ea3i nu\u00f4i d\u01b0\u1ee1ng n\u00f3 <\/strong>\u0111\u1ee7 <\/strong>\u201cch\u00edn<\/strong>\u201d<\/strong>. Mu\u1ed1n v\u1eady, ph\u1ea3i c\u00f3 s\u1ef1 chu\u1ea9n k\u1ef9 l\u01b0\u1ee1ng, th\u1ea5u \u0111\u00e1o, chu\u1ea9n b\u1ecb \u0111\u1ea7y \u0111\u1ee7 m\u1ecdi kh\u00eda c\u1ea1nh, ch\u1ee9 kh\u00f4ng ch\u1ec9 l\u00e0 c\u00f3 \u00fd t\u01b0\u1edfng t\u1ed1t, nguy\u00ean li\u1ec7u t\u1ed1t, \u0111i\u1ec1u ki\u1ec7n s\u1ea3n xu\u1ea5t t\u1ed1t v\u00e0 \u0111\u1ea3m b\u1ea3o c\u00f3 \u0111\u01b0\u1ee3c c\u00e1c ch\u1ee9ng nh\u1eadn ch\u1ea5t l\u01b0\u1ee3ng\u2026<\/span><\/p><\/blockquote>\n

    Tr\u00ean th\u1ef1c t\u1ebf, qu\u00e1 tr\u00ecnh ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m g\u1ed3m nhi\u1ec1u b\u01b0\u1edbc, c\u00f3 th\u1ec3 g\u1ed9p ch\u00fang th\u00e0nh c\u00e1c giai \u0111o\u1ea1n l\u1edbn: (1) \u201cthai ngh\u00e9n\u201d s\u1ea3n ph\u1ea9m \u1edf d\u1ea1ng \u00fd t\u01b0\u1edfng (idea) v\u00e0 b\u1ea3n ph\u00e1c th\u1ea3o s\u01a1 b\u1ed9 s\u1ea3n ph\u1ea9m, (2) l\u00ean concept s\u1ea3n ph\u1ea9m<\/a>– m\u1eabu th\u1eed \u0111\u1ea7u ti\u00ean s\u1ea3n ph\u1ea9m v\u00e0 (3) s\u1ea3n ph\u1ea9m t\u1ea1m ho\u00e0n thi\u1ec7n, s\u1eb5n s\u00e0ng ra th\u1ecb tr\u01b0\u1eddng<\/strong>.<\/p>\n

    C\u1ea7n l\u01b0u \u00fd r\u1eb1ng, \u1edf m\u1ed7i giai \u0111o\u1ea1n, s\u1ea3n ph\u1ea9m (d\u00f9 l\u00e0 ph\u00e1c th\u1ea3o, concept hay b\u1ea3n t\u1ea1m ho\u00e0n thi\u1ec7n) kh\u00f4ng ch\u1ec9 bao h\u00e0m c\u00e1c thu\u1ed9c t\u00ednh k\u1ef9 thu\u1eadt (nh\u1eefng y\u1ebfu t\u1ed1 ch\u1ea5t l\u01b0\u1ee3ng s\u1ea3n ph\u1ea9m v\u1ec1 m\u1eb7t k\u1ef9 thu\u1eadt), m\u00e0 ph\u1ea3i k\u00e8m c\u1ea3 nh\u1eefng thu\u1ed9c t\u00ednh ch\u1ee9c n\u0103ng (c\u00e1ch th\u1ee9c n\u00f3 c\u00f3 th\u1ec3 \u0111\u00e1p \u1ee9ng kh\u00e1ch h\u00e0ng) v\u00e0 c\u00e1c quy\u1ebft \u0111\u1ecbnh marketing c\u1ee5 th\u1ec3 \u0111i k\u00e8m (t\u00ean nh\u00e3n hi\u1ec7u, \u0111\u00f3ng g\u00f3i, gi\u00e1 b\u00e1n, ch\u00ednh s\u00e1ch v\u00e0 k\u00eanh ph\u00e2n ph\u1ed1i\u2026).\u00a0 \u0110\u1ec3 \u0111\u1ea3m b\u1ea3o s\u1ea3n ph\u1ea9m c\u00f3 th\u1ec3 ch\u00edn d\u1ea7n qua m\u1ed7i giai \u0111o\u1ea1n, doanh nghi\u1ec7p ph\u1ea3i ti\u1ebfn h\u00e0nh th\u1eed nghi\u1ec7m v\u00e0 ki\u1ec3m tra (test) tr\u00ean nh\u00f3m kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau (ti\u1ec1m n\u0103ng)<\/strong> xem c\u00f3 ph\u00f9 h\u1ee3p v\u00e0 \u0111\u1ee7 \u0111\u1ed9 \u201cch\u00edn\u201d \u0111\u1ec3 ph\u00e1t tri\u1ec3n v\u00e0 \u0111\u1ea7u t\u01b0 ti\u1ebfp kh\u00f4ng.<\/p>\n

    Vi\u1ec7c test th\u1ecb tr\u01b0\u1eddng cho s\u1ea3n ph\u1ea9m l\u00e0 r\u1ea5t quan tr\u1ecdng v\u00e0 c\u00f3 \u00fd ngh\u0129a v\u1edbi s\u1ef1 th\u00e0nh c\u00f4ng c\u1ee7a s\u1ea3n ph\u1ea9m. Ngo\u00e0i vi\u1ec7c t\u00ecm hi\u1ec3u nhu c\u1ea7u, mong mu\u1ed1n c\u1ee7a kh\u00e1ch h\u00e0ng v\u1edbi s\u1ea3n ph\u1ea9m, nh\u1eefng lo l\u1eafng\/c\u1ea3n tr\u1edf m\u00e0 h\u1ecd c\u00f3 th\u1ec3 g\u1eb7p ph\u1ea3i khi mua s\u1ea3n h\u1ea9m, test th\u1ecb tr\u01b0\u1eddng\/s\u1ea3n ph\u1ea9m c\u00f2n cung c\u1ea5p c\u01a1 h\u1ed9i \u0111\u1ec3 doanh nghi\u1ec7p\/nh\u00e0 s\u1ea3n xu\u1ea5t quan s\u00e1t, l\u1eafng nghe v\u00e0 xin \u00fd ki\u1ebfn kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng, t\u00ecm hi\u1ec3u s\u1ef1 ch\u1ea5p nh\u1eadn c\u1ee7a kh\u00e1ch h\u00e0ng \u0111\u1ed1i v\u1edbi s\u1ea3n ph\u1ea9m, n\u1eafm b\u1eaft \u0111\u01b0\u1ee3c nh\u1eefng \u0111i\u1ec1u ki\u1ec7n\/y\u1ebfu t\u1ed1 \u0111\u1ec3 kh\u00e1ch h\u00e0ng ch\u1ea5p nh\u1eadn s\u1ea3n ph\u1ea9m (trong t\u01b0\u01a1ng quan v\u1edbi \u00a0s\u1ea3n ph\u1ea9m \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh tr\u00ean th\u1ecb tr\u01b0\u1eddng).<\/p>\n

    N\u00f3 cung c\u1ea5p nh\u1eefng th\u00f4ng tin h\u1eefu \u00edch v\u1ec1 th\u00f3i quen mua s\u1ea3n ph\u1ea9m, nh\u1eefng giai \u0111o\u1ea1n, k\u00eanh\/\u0111i\u1ec3m ch\u1ea1m h\u1ecd tr\u1ea3i qua trong h\u00e0nh tr\u00ecnh mua s\u1ea3n ph\u1ea9m\u2026T\u1eeb nh\u1eefng d\u1eef li\u1ec7u, th\u00f4ng tin h\u1eefu \u00edch n\u00e0y, \u00a0doanh nghi\u1ec7p m\u1edbi c\u00f3 th\u1ec3 \u0111\u01b0a ra \u0111\u01b0\u1ee3c quy\u1ebft \u0111\u1ecbnh marketing ph\u00f9 h\u1ee3p v\u1edbi th\u1ecb tr\u01b0\u1eddng, kh\u00e1ch h\u00e0ng v\u00e0 gi\u00fap chuy\u1ec3n \u0111\u1ed5i h\u1ecd d\u1ec5 d\u00e0ng. C\u00e1c quy\u1ebft \u0111\u1ecbnh s\u1ebd xoay quanh USP (unique selling point)<\/a> and \u0111\u1ec1 xu\u1ea5t gi\u00e1 tr\u1ecb c\u1ee7a s\u1ea3n ph\u1ea9m<\/a>, c\u00e1c kh\u00fac th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau c\u1ea7n t\u1eadp trung, c\u00e1c hoat \u0111\u1ed9ng v\u00e0 d\u1ecbch v\u1ee5 ph\u1ee5 \u0111i k\u00e8m, gi\u00e1 b\u00e1n, k\u00eanh v\u00e0 ch\u00ednh s\u00e1ch ph\u00e2n ph\u1ed1i s\u1ea3n ph\u1ea9m, c\u00e1c k\u00eanh v\u00e0 n\u1ed9i dung truy\u1ec1n th\u00f4ng c\u1ea7n s\u1eed d\u1ee5ng \u0111\u1ec3 ti\u1ebfp c\u1eadn, thu h\u00fat v\u00e0 chuy\u1ec3n \u0111\u1ed5i kh\u00e1ch h\u00e0ng mua h\u00e0ng,\u2026<\/p>\n

    B\u00e0i vi\u1ebft li\u00ean quan:\u00a0 Ph\u01b0\u01a1ng ph\u00e1p Test concept s\u1ea3n ph\u1ea9m trong Ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m m\u1edbi<\/a><\/strong><\/p>\n

    Tuy nhi\u00ean, \u0111i\u1ec1u \u0111\u00e1ng ti\u1ebfc m\u00e0 ch\u00fang t\u00f4i th\u01b0\u1eddng quan s\u00e1t \u0111\u01b0\u1ee3c l\u00e0 r\u1ea5t nhi\u1ec1u doanh nghi\u1ec7p Vi\u1ec7t hi\u1ec7n nay l\u1ea1i th\u01b0\u1eddng b\u1ecf qua hay e ng\u1ea1i vi\u1ec7c test th\u1eed concept\/s\u1ea3n ph\u1ea9m tr\u00ean th\u1ecb tr\u01b0\u1eddng. Ch\u00ednh v\u00ec v\u1eady, s\u1ea3n ph\u1ea9m c\u1ee7a h\u1ecd th\u01b0\u1eddng ch\u01b0a \u0111\u1ee7 \u201cch\u00edn\u201d khi cho ra th\u1ecb tr\u01b0\u1eddng. \u0110\u00e2y l\u00e0 m\u1ed9t trong nh\u1eefng nguy\u00ean nh\u00e2n ch\u00ednh d\u1eabn \u0111\u1ebfn th\u1ea5t b\u1ea1i, \u0111i\u1ec3m y\u1ebfu c\u1ee7a nhi\u1ec1u doanh nghi\u1ec7p khi ti\u1ebfn h\u00e0nh th\u01b0\u01a1ng m\u1ea1i h\u00f3a s\u1ea3n ph\u1ea9m. K\u1ebft qu\u1ea3 l\u00e0 doanh nghi\u1ec7p ph\u1ea3i tr\u1ea3 gi\u00e1 cho nh\u1eefng sai l\u1ea7m tr\u01b0\u1edbc \u0111\u00f3 \u0111\u1ec3 \u0111\u1ea9y v\u00e0 gi\u1eef s\u1ea3n ph\u1ea9m t\u1ed3n t\u1ea1i \u0111\u01b0\u1ee3c tr\u00ean th\u1ecb tr\u01b0\u1eddng b\u1eb1ng vi\u1ec7c chi r\u1ea5t nhi\u1ec1u kho\u1ea3n ti\u1ec1n L\u00c3NG PH\u00cd, KH\u00d4NG \u0110\u00c1NG C\u00d3<\/a> nh\u01b0 \u0111\u1ed5 ti\u1ec1n v\u00e0o ch\u1ea1y qu\u1ea3ng c\u00e1o, \u0111ua nhau gi\u1ea3m gi\u00e1, khuy\u1ebfn m\u1ea1i,\u2026<\/p>\n

    Theo gi\u00e1o s\u01b0 Clayton Christensen c\u1ee7a tr\u01b0\u1eddng \u0111\u1ea1i h\u1ecdc kinh doanh Harvard*, m\u1ed7i n\u0103m c\u00f3 \u0111\u1ebfn h\u01a1n 30.000 s\u1ea3n ph\u1ea9m m\u1edbi \u0111\u01b0\u1ee3c ra m\u1eaft v\u00e0 c\u00f3 \u0111\u1ebfn 95% trong s\u1ed1 \u0111\u00f3 th\u1ea5t b\u1ea1i<\/span>, ngh\u0129a l\u00e0 ch\u1ec9 c\u00f3 0.05 c\u01a1 h\u1ed9i cho s\u1ea3n ph\u1ea9m c\u1ee7a b\u1ea1n ra m\u1eaft v\u00e0 b\u00e1n th\u00e0nh c\u00f4ng tr\u00ean th\u1ecb tr\u01b0\u1eddng.<\/strong> <\/span><\/p><\/blockquote>\n

    Con s\u1ed1 n\u00e0y ch\u1eafc c\u0169ng \u0111\u1ee7 n\u00f3i l\u00ean vi\u1ec7c t\u1ea1o ra m\u1ed9t s\u1ea3n ph\u1ea9m \u0111\u1ee7 ch\u00edn v\u00e0 th\u00e0nh c\u00f4ng tr\u00ean th\u1ecb tr\u01b0\u1eddng l\u00e0 c\u00f4ng vi\u1ec7c kh\u00f3 \u0111\u1ebfn m\u1ee9c n\u00e0o. \u0110\u1ec3 t\u0103ng kh\u1ea3 n\u0103ng th\u00e0nh c\u00f4ng, c\u00e1c doanh nghi\u1ec7p c\u1ea7n ph\u1ea3i th\u1ef1c s\u1ef1 \u0111\u1ea7u t\u01b0 v\u00e0o vi\u1ec7c ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m, kh\u00f4ng ch\u1ec9 v\u1ec1 m\u1eb7t k\u1ef9 thu\u1eadt m\u00e0 c\u00f2n v\u1ec1 m\u1eb7t ch\u1ee9c n\u0103ng v\u00e0 th\u1ecb tr\u01b0\u1eddng.<\/p>\n

    K\u1ebft lu\u1eadn<\/h2>\n

    \u0110\u1ec3 k\u1ebft th\u00fac b\u00e0i vi\u1ebft, t\u00f4i c\u0169ng mu\u1ed1n nh\u1ea5n m\u1ea1nh th\u00eam r\u1eb1ng hi\u1ec7n c\u00e1c doanh nghi\u1ec7p \u0111ang c\u00f3 c\u01a1 h\u1ed9i nh\u1eadn \u0111\u01b0\u1ee3c s\u1ef1 \u1ee7ng h\u1ed9, h\u1ed7 tr\u1ee3 t\u1eeb r\u1ea5t nhi\u1ec1u ch\u00ednh s\u00e1ch c\u1ee7a Nh\u00e0 n\u01b0\u1edbc v\u00e0 \u0111i\u1ec1u n\u00e0y r\u1ea5t thu\u1eadn l\u1ee3i cho vi\u1ec7c ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m\/th\u1ecb tr\u01b0\u1eddng cho h\u1ecd. Song, nh\u1eefng s\u1ef1 h\u1ed7 tr\u1ee3\/\u1ee7ng h\u1ed9 n\u00e0y kh\u00f4ng \u0111\u1ee7 \u0111\u1ec3 h\u1ecd th\u00e0nh c\u00f4ng trong th\u01b0\u01a1ng m\u1ea1i h\u00f3a s\u1ea3n ph\u1ea9m. Th\u1ef1c v\u1eady, hi\u1ec7n nay, ch\u00ednh ph\u1ee7 \u0111ang tri\u1ec3n khai nhi\u1ec1u d\u1ef1 \u00e1n, ch\u01b0\u01a1ng tr\u00ecnh h\u1ed7 tr\u1ee3 ho\u1ea1t \u0111\u1ed9ng s\u1ea3n xu\u1ea5t, ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m \u0111\u1ea3m b\u1ea3o ti\u00eau chu\u1ea9n v\u00e0 c\u00f3 ch\u1ea5t l\u01b0\u1ee3ng \u0111\u1ed1i v\u1edbi doanh nghi\u1ec7p, \u0111\u1eb7c bi\u1ec7t l\u00e0 doanh nghi\u1ec7p v\u1eeba v\u00e0 nh\u1ecf (SMEs) startups. Ch\u01b0\u01a1ng tr\u00ecnh OCOP<\/a> hay \u0111\u01b0\u1ee3c nh\u1eafc \u0111\u1ebfn trong th\u1eddi gian qua l\u00e0 m\u1ed9t v\u00ed d\u1ee5.<\/p>\n

    B\u1ea3n ch\u1ea5t ch\u01b0\u01a1ng tr\u00ecnh OCOP l\u00e0 ph\u00e1t tri\u1ec3n c\u00e1c s\u1ea3n ph\u1ea9m n\u00f4ng nghi\u1ec7p\/phi n\u00f4ng nghi\u1ec7p\/d\u1ecbch v\u1ee5 c\u00f3 l\u1ee3i th\u1ebf \u1edf m\u1ed7i \u0111\u1ecba ph\u01b0\u01a1ng. Tuy nhi\u00ean, c\u1ea7n nh\u1edb trong c\u00e1c ch\u01b0\u01a1ng tr\u00ecnh, nh\u01b0 ch\u01b0\u01a1ng tr\u00ecnh OCOP ch\u1eb3ng h\u1ea1n, nh\u00e0 n\u01b0\u1edbc ch\u1ec9 \u0111\u00f3ng vai tr\u00f2 ki\u1ebfn t\u1ea1o, ban h\u00e0nh khung ph\u00e1p l\u00fd v\u00e0 ch\u00ednh s\u00e1ch \u0111\u1ec3 th\u1ef1c hi\u1ec7n; \u0111\u1ecbnh h\u01b0\u1edbng quy ho\u1ea1ch c\u00e1c v\u00f9ng s\u1ea3n xu\u1ea5t h\u00e0ng h\u00f3a, d\u1ecbch v\u1ee5; qu\u1ea3n l\u00fd v\u00e0 gi\u00e1m s\u00e1t ti\u00eau chu\u1ea9n ch\u1ea5t l\u01b0\u1ee3ng s\u1ea3n ph\u1ea9m v\u00e0 h\u1ed7 tr\u1ee3 m\u1ed9t s\u1ed1 ho\u1ea1t \u0111\u1ed9ng nh\u01b0 \u0111\u00e0o t\u1ea1o, t\u1eadp hu\u1ea5n,\u2026<\/p>\n

    >> D\u1ecbch v\u1ee5 nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng v\u00e0 t\u01b0 v\u1ea5n ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m, th\u01b0\u01a1ng hi\u1ec7u m\u1edbi<\/a> cho doanh nghi\u1ec7p t\u1ea1i Vi\u1ec7t Nam<\/strong><\/p>\n

    Nh\u01b0ng \u0111i\u1ec1u n\u00e0y ch\u01b0a \u0111\u1ee7 \u0111\u1ec3 \u0111\u1ea3m b\u1ea3o c\u00e1c doanh nghi\u1ec7p v\u00e0 s\u1ea3n ph\u1ea9m \u0111\u01b0\u1ee3c th\u00e0nh c\u00f4ng v\u1ec1 m\u1eb7t th\u1ecb tr\u01b0\u1eddng v\u00e0 th\u01b0\u01a1ng m\u1ea1i h\u00f3a. th\u00e0nh c\u00f4ng trong vi\u1ec7c chuy\u1ec3n t\u1eeb \u00fd t\u01b0\u1edfng kinh doanh th\u00e0nh c\u00e1c s\u1ea3n ph\u1ea9m \u0111\u01b0\u1ee3c th\u01b0\u01a1ng m\u1ea1i h\u00f3a th\u00ec v\u1eabn ho\u00e0n to\u00e0n ph\u1ee5 thu\u1ed9c v\u00e0o c\u00e1c doanh nghi\u1ec7p v\u00e0 nh\u1eefng ng\u01b0\u1eddi l\u00e0m marketing\u2026 Mu\u1ed1n th\u00e0nh c\u00f4ng, c\u00e1c doanh nghi\u1ec7p ph\u1ea3i ph\u00e1t huy m\u1ea1nh m\u1ebd h\u01a1n n\u1ed9i l\u1ef1c c\u1ee7a m\u00ecnh v\u00e0 b\u1eaft \u0111\u1ea7u t\u1eeb vi\u1ec7c gi\u1ea3i quy\u1ebft nh\u1eefng b\u00e0i to\u00e1n marketing c\u0103n b\u1ea3n cho vi\u1ec7c ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m, m\u00e0 hai b\u00e0i to\u00e1n t\u00f4i n\u00eau ra l\u00e0 m\u1ed9t v\u00ed d\u1ee5.<\/p>\n

    *https:\/\/hbswk.hbs.edu\/item\/clay-christensens-milkshake-marketing<\/p>\n

    Theo TS. Nguy\u1ec5n Th\u1ecb Ho\u00e0ng Y\u1ebfn (PhD Marketing)<\/p>\n

    LI\u00caN H\u1ec6 NH\u1eacN T\u01af V\u1ea4N MI\u1ec4N PH\u00cd T\u1eea TS.NGUY\u1ec4N TH\u1eca HO\u00c0NG Y\u1ebeN<\/a><\/strong><\/p>\n

    CONTACT US<\/a><\/strong><\/span>
    \n\u00a0<\/strong><\/p>","protected":false},"excerpt":{"rendered":"

    B\u00e0i vi\u1ebft \u0111\u01b0\u1ee3c tr\u00edch t\u1eeb chia s\u1ebb c\u1ee7a c\u1ed1 v\u1ea5n\/chuy\u00ean gia t\u01b0 v\u1ea5n TS. Nguy\u1ec5n Th\u1ecb Ho\u00e0ng Y\u1ebfn t\u1ea1i DTM Consulting – ng\u01b0\u1eddi c\u00f3 h\u01a1n 15 n\u0103m kinh nghi\u1ec7m t\u01b0 v\u1ea5n chi\u1ebfn l\u01b0\u1ee3c Marketing, th\u01b0\u01a1ng hi\u1ec7u, nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng, nghi\u00ean c\u1ee9u insight kh\u00e1ch h\u00e0ng cho nhi\u1ec1u doanh nghi\u1ec7p v\u1eeba v\u00e0 nh\u1ecf. Hi\u1ec7n nay, c\u00f9ng […]<\/p>","protected":false},"author":20,"featured_media":13694,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"footnotes":""},"categories":[128,74],"tags":[647,644,656,651,668,672,670,667],"class_list":["post-13687","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-chia-se-kien-thuc","category-blog","tag-branding","tag-chien-luoc-marketing","tag-insights-khach-hang","tag-nghien-cuu-thi-truong-tag","tag-product-concept","tag-san-pham","tag-truong-hop-thuc-tien","tag-tu-van-marketing",""],"_links":{"self":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/13687","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\/20"}],"replies":[{"embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/comments?post=13687"}],"version-history":[{"count":10,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/13687\/revisions"}],"predecessor-version":[{"id":13772,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/13687\/revisions\/13772"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/media\/13694"}],"wp:attachment":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/media?parent=13687"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/categories?post=13687"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/tags?post=13687"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}