{"id":14217,"date":"2022-04-14T15:25:14","date_gmt":"2022-04-14T08:25:14","guid":{"rendered":"https:\/\/dtmconsulting.vn\/?p=14217"},"modified":"2023-10-28T10:08:05","modified_gmt":"2023-10-28T03:08:05","slug":"chien-luoc-bao-ve-thi-phan-doanh-nghiep","status":"publish","type":"post","link":"https:\/\/dtmconsulting.vn\/en\/chien-luoc-bao-ve-thi-phan-doanh-nghiep\/","title":{"rendered":"3 chi\u1ebfn l\u01b0\u1ee3c b\u1ea3o v\u1ec7 th\u1ecb ph\u1ea7n trong kinh doanh cho m\u1ecdi doanh nghi\u1ec7p"},"content":{"rendered":"

B\u1ea3o v\u1ec7 th\u1ecb ph\u1ea7n (market share)<\/a> hi\u1ec7n t\u1ea1i c\u1ee7a m\u00ecnh kh\u1ecfi c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh v\u00e0 t\u1eeb c\u00e1c c\u00f4ng ty m\u1edbi tham gia th\u1ecb tr\u01b0\u1eddng l\u00e0 m\u1ed9t n\u1eeda quan tr\u1ecdng trong vi\u1ec7c x\u00e2y d\u1ef1ng chi\u1ebfn l\u01b0\u1ee3c th\u00e0nh c\u00f4ng \u0111\u1ec3 s\u1eed d\u1ee5ng trong t\u1eebng giai \u0111o\u1ea1n c\u1ee7a v\u00f2ng \u0111\u1eddi d\u1ecbch v\u1ee5.<\/p>\n

Chi\u1ebfn l\u01b0\u1ee3c b\u1ea3o v\u1ec7 th\u1ecb ph\u1ea7n l\u00e0 g\u00ec?<\/strong><\/h2>\n

Chi\u1ebfn l\u01b0\u1ee3c b\u1ea3o v\u1ec7 th\u1ecb tr\u01b0\u1eddng\/th\u1ecb ph\u1ea7n l\u00e0 <\/b>m\u1ed9t c\u00f4ng c\u1ee5 marketing gi\u00fap c\u00f4ng ty gi\u1eef ch\u00e2n nh\u1eefng kh\u00e1ch h\u00e0ng \u0111ang\/s\u1ebd \u0111em l\u1ea1i doanh thu\/gi\u00e1 tr\u1ecb (ti\u1ec1m n\u0103ng) m\u00e0 \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh c\u00f3 th\u1ec3 gi\u00e0nh m\u1ea5t. \u0110\u1ed1i th\u1ee7 c\u1ea1nh tranh c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c \u0111\u1ecbnh ngh\u0129a l\u00e0 c\u00e1c c\u00f4ng ty kh\u00e1c n\u1eb1m trong c\u00f9ng m\u1ed9t lo\u1ea1i th\u1ecb tr\u01b0\u1eddng ho\u1eb7c b\u00e1n c\u00e1c s\u1ea3n ph\u1ea9m t\u01b0\u01a1ng t\u1ef1 cho c\u00f9ng m\u1ed9t ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng.<\/p>\n

Khi s\u1ef1 c\u1ea1nh tranh n\u00e0y t\u1ed3n t\u1ea1i, m\u1ed7i c\u00f4ng ty ph\u1ea3i b\u1ea3o v\u1ec7 th\u01b0\u01a1ng hi\u1ec7u, k\u1ef3 v\u1ecdng t\u0103ng tr\u01b0\u1edfng v\u00e0 l\u1ee3i nhu\u1eadn c\u1ee7a m\u00ecnh \u0111\u1ec3 duy tr\u00ec l\u1ee3i th\u1ebf c\u1ea1nh tranh v\u00e0 danh ti\u1ebfng t\u01b0\u01a1ng x\u1ee9ng gi\u1eefa c\u00e1c th\u01b0\u01a1ng hi\u1ec7u kh\u00e1c. \u0110\u1ec3 gi\u1ea3m r\u1ee7i ro m\u1ea5t th\u1ecb ph\u1ea7n\/th\u1ecb tr\u01b0\u1eddng, c\u00e1c c\u00f4ng ty c\u1ed1 g\u1eafng gi\u1eef ch\u00e2n kh\u00e1ch h\u00e0ng, th\u1ecb ph\u1ea7n \u0111ang c\u00f3 ho\u1eb7c m\u1edf r\u1ed9ng ch\u00fang.\u00a0<\/sup><\/p>\n

C\u00e1c chi\u1ebfn l\u01b0\u1ee3c b\u1ea3o v\u1ec7 th\u1ecb ph\u1ea7n\/th\u1ecb tr\u01b0\u1eddng kh\u00f4ng th\u1ec3 b\u1ecf qua<\/strong><\/b><\/h2>\n

1. Chi\u1ebfn l\u01b0\u1ee3c ph\u00f2ng th\u1ee7 (Defensive Strategies) – chi\u1ebfn l\u01b0\u1ee3c b\u1ea3o v\u1ec7 th\u1ecb ph\u1ea7n t\u1ed1t nh\u1ea5t<\/strong><\/h3>\n

Chi\u1ebfn l\u01b0\u1ee3c ph\u00f2ng th\u1ee7<\/strong> (Defensive Strategies) t\u1ed1t nh\u1ea5t l\u00e0 ng\u0103n ch\u1eb7n c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh l\u00e0 c\u00e1c c\u00f4ng ty m\u1edbi tham gia th\u1ecb tr\u01b0\u1eddng. Vi\u1ec7c tham gia c\u00f3 th\u1ec3 b\u1ecb ch\u1eb7n b\u1eb1ng c\u00e1ch t\u0103ng chi ph\u00ed th\u00e0nh c\u00f4ng ho\u1eb7c gi\u1ea3m ph\u1ea7n th\u01b0\u1edfng d\u1ef1 \u0111o\u00e1n. C\u00e1c c\u00f4ng ty b\u01b0\u1edbc v\u00e0o th\u1ecb tr\u01b0\u1eddng m\u1edbi h\u1ecd tin r\u1eb1ng h\u1ecd c\u00f3 th\u1ec3 ki\u1ebfm \u0111\u01b0\u1ee3c l\u1ee3i nhu\u1eadn. N\u1ebfu chi ph\u00ed gia nh\u1eadp th\u1ecb tr\u01b0\u1eddng m\u1edbi tr\u1edf n\u00ean qu\u00e1 cao ho\u1eb7c l\u1ee3i nhu\u1eadn d\u1ef1 ki\u1ebfn \u200b\u200bqu\u00e1 th\u1ea5p, mong mu\u1ed1n gia nh\u1eadp s\u1ebd gi\u1ea3m b\u1edbt.<\/p>\n

C\u00e1c chi\u1ebfn l\u01b0\u1ee3c ch\u1eb7n c\u00f3 s\u1eb5n cho c\u00e1c c\u00f4ng ty d\u1ecbch v\u1ee5 bao g\u1ed3m: \u0111\u1ea3m b\u1ea3o hi\u1ec7u su\u1ea5t, qu\u1ea3ng c\u00e1o chuy\u00ean s\u00e2u, ki\u1ec3m so\u00e1t v\u1ecb tr\u00ed ho\u1eb7c quy\u1ec1n truy c\u1eadp, chi ph\u00ed chuy\u1ec3n \u0111\u1ed5i cao v\u00e0 kh\u00e1ch h\u00e0ng h\u00e0i l\u00f2ng. \u0110\u1ea3m b\u1ea3o hi\u1ec7u su\u1ea5t l\u00e0m \u0111\u01b0\u1ee3c hai \u0111i\u1ec1u.\u00a0\u0110\u1ea7u ti\u00ean, n\u00f3 n\u00f3i v\u1edbi kh\u00e1ch h\u00e0ng r\u1eb1ng nh\u00e0 cung c\u1ea5p d\u1ecbch v\u1ee5 hi\u1ec7n t\u1ea1i c\u1ee7a h\u1ecd s\u1ebd \u0111\u1ee9ng \u0111\u1eb1ng sau nh\u1eefng l\u1eddi h\u1ee9a c\u1ee7a h\u1ecd.\u00a0Th\u1ee9 hai, n\u00f3 bu\u1ed9c b\u1ea5t k\u1ef3 c\u00f4ng ty m\u1edbi tham gia th\u1ecb tr\u01b0\u1eddng n\u00e0o c\u0169ng ph\u1ea3i \u0111\u00e1p \u1ee9ng ngay c\u00f9ng m\u1ed9t ti\u00eau chu\u1ea9n ho\u1ea1t \u0111\u1ed9ng.<\/p>\n

M\u1ed9t ph\u01b0\u01a1ng ph\u00e1p kh\u00e1c \u0111\u1ec3 ch\u1eb7n nh\u1eefng ng\u01b0\u1eddi m\u1edbi mu\u1ed1n tham gia v\u00e0o th\u1ecb tr\u01b0\u1eddng l\u00e0 m\u1ed9t chi\u1ebfn d\u1ecbch qu\u1ea3ng c\u00e1o chuy\u00ean s\u00e2u nh\u1eb1m th\u00fac \u0111\u1ea9y t\u00ean th\u01b0\u01a1ng hi\u1ec7u, nh\u1eadn th\u1ee9c v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u v\u00e0 gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u. C\u00e1c c\u00f4ng ty d\u1ecbch v\u1ee5 l\u1edbn c\u00f3 ti\u1ec1n \u0111\u1ec3 t\u00e0i tr\u1ee3 cho c\u00e1c ch\u01b0\u01a1ng tr\u00ecnh khuy\u1ebfn m\u00e3i quy m\u00f4 l\u1edbn. Do t\u00ednh ch\u1ea5t tr\u1ea3i nghi\u1ec7m c\u1ee7a d\u1ecbch v\u1ee5, nhi\u1ec1u ng\u01b0\u1eddi ti\u00eau d\u00f9ng s\u1ebd ch\u1ecdn m\u1ed9t c\u00f4ng ty m\u00e0 h\u1ecd quen thu\u1ed9c. Kh\u00e1ch h\u00e0ng l\u00e0 m\u1ed1i quan t\u00e2m c\u1ee7a c\u00e1c c\u00f4ng ty d\u1ecbch v\u1ee5. Vi\u1ec7c x\u00e2y d\u1ef1ng nh\u1eadn th\u1ee9c v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u l\u00e0 c\u1ea7n thi\u1ebft \u0111\u1ec3 chi\u1ebfm \u0111\u01b0\u1ee3c m\u1ed9t ph\u1ea7n \u0111\u00e1ng k\u1ec3 c\u1ee7a th\u1ecb tr\u01b0\u1eddng c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c coi l\u00e0 qu\u00e1 t\u1ed1n k\u00e9m \u0111\u1ed1i v\u1edbi m\u1ed9t s\u1ed1 doanh nghi\u1ec7p ti\u1ec1m n\u0103ng.<\/p>\n

\"Chi\u1ebfn<\/p>\n

Ki\u1ec3m so\u00e1t v\u1ecb tr\u00ed ho\u1eb7c quy\u1ec1n truy c\u1eadp l\u00e0 m\u1ed9t ph\u01b0\u01a1ng ph\u00e1p kh\u00e1c \u0111\u1ec3 ch\u1eb7n m\u1ee5c nh\u1eadp.\u00a0\u0110\u00f3 l\u00e0 l\u1ee3i th\u1ebf c\u1ea1nh tranh ph\u1ee7 \u0111\u1ea7u v\u1ec1 kh\u00f4ng gian \u0111\u00e3 \u0111\u01b0\u1ee3c th\u1ea3o lu\u1eadn tr\u01b0\u1edbc \u0111\u00f3.\u00a0C\u00e1c c\u00f4ng ty \u0111\u1ea7u ti\u00ean c\u00f3 \u0111\u01b0\u1ee3c c\u00e1c v\u1ecb tr\u00ed b\u00e1n l\u1ebb \u0111\u1eafc \u0111\u1ecba s\u1ebd t\u1ea1o ra r\u00e0o c\u1ea3n \u0111\u1ed1i v\u1edbi c\u00e1c c\u00f4ng ty kh\u00e1c mu\u1ed1n gia nh\u1eadp th\u1ecb tr\u01b0\u1eddng \u0111\u00f3.\u00a0C\u00e1c c\u00f4ng ty k\u00fd th\u1ecfa thu\u1eadn h\u1ee3p \u0111\u1ed3ng v\u1edbi kh\u00e1ch h\u00e0ng ho\u1eb7c kh\u00e1ch h\u00e0ng c\u1ee7a h\u1ecd khi\u1ebfn m\u1ed9t c\u00f4ng ty m\u1edbi kh\u00f3 gia nh\u1eadp h\u01a1n.\u00a0B\u1ea5t k\u1ef3 ph\u01b0\u01a1ng ph\u00e1p n\u00e0o m\u00e0 m\u1ed9t c\u00f4ng ty c\u00f3 th\u1ec3 s\u1eed d\u1ee5ng s\u1ebd g\u00e2y kh\u00f3 kh\u0103n h\u01a1n cho \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh m\u1edbi trong vi\u1ec7c ti\u1ebfp c\u1eadn v\u1edbi kh\u00e1ch h\u00e0ng s\u1ebd kh\u00f4ng khuy\u1ebfn kh\u00edch s\u1ef1 gia nh\u1eadp c\u1ee7a c\u00f4ng ty m\u1edbi.<\/p>\n

Vi\u1ec7c t\u0103ng chi ph\u00ed chuy\u1ec3n \u0111\u1ed5i c\u0169ng s\u1ebd l\u00e0m cho m\u1ed9t th\u1ecb tr\u01b0\u1eddng k\u00e9m h\u1ea5p d\u1eabn h\u01a1n b\u1edfi v\u00ec chi ph\u00ed chuy\u1ec3n \u0111\u1ed5i c\u1ee7a kh\u00e1ch h\u00e0ng t\u0103ng l\u00ean, kh\u00e1ch h\u00e0ng tr\u1edf n\u00ean \u00edt s\u1eb5n s\u00e0ng th\u1eed m\u1ed9t c\u00f4ng ty m\u1edbi. Tuy nhi\u00ean, chi\u1ebfn l\u01b0\u1ee3c ng\u0103n ch\u1eb7n t\u1ed1t nh\u1ea5t l\u00e0 cung c\u1ea5p d\u1ecbch v\u1ee5 m\u00e0 kh\u00e1ch h\u00e0ng mong mu\u1ed1n v\u00e0 mong \u0111\u1ee3i. Kh\u00e1ch h\u00e0ng h\u00e0i l\u00f2ng kh\u00f4ng mu\u1ed1n th\u1eed m\u1ed9t d\u1ecbch v\u1ee5 m\u1edbi. S\u1ef1 mi\u1ec5n c\u01b0\u1ee1ng n\u00e0y \u0111\u1eb7c bi\u1ec7t \u0111\u00fang \u0111\u1ed1i v\u1edbi c\u00e1c d\u1ecbch v\u1ee5 kinh doanh c\u00e1c d\u1ecbch v\u1ee5 c\u00f3 ch\u1ea5t l\u01b0\u1ee3ng t\u00f9y bi\u1ebfn.<\/p>\n

>> Xem th\u00eam: Chi\u1ebfn l\u01b0\u1ee3c ng\u01b0\u1eddi d\u1eabn \u0111\u1ea7u th\u1ecb tr\u01b0\u1eddng \u2013 Gi\u1eef l\u1ea5y v\u1ecb tr\u00ed d\u1eabn \u0111\u1ea7u cho doanh nghi\u1ec7p<\/a><\/p>\n

2. C\u00e1c chi\u1ebfn l\u01b0\u1ee3c “\u0111\u00e1p tr\u1ea3” – m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c b\u1ea3o v\u1ec7 th\u1ecb ph\u1ea7n b\u1eb1ng c\u00e1ch “t\u1ea5n c\u00f4ng”<\/strong><\/b><\/h3>\n

Kh\u00f4ng ph\u1ea3i l\u00fac n\u00e0o c\u0169ng c\u00f3 th\u1ec3 ng\u0103n c\u1ea3n c\u00e1c c\u00f4ng ty m\u1edbi tham gia v\u00e0o m\u1ed9t th\u1ecb tr\u01b0\u1eddng, \u0111\u1eb7c bi\u1ec7t l\u00e0 trong giai \u0111o\u1ea1n t\u0103ng tr\u01b0\u1edfng c\u1ee7a v\u00f2ng \u0111\u1eddi d\u1ecbch v\u1ee5. M\u1ed9t khi h\u1ecd \u0111\u00e3 tham gia th\u1ecb tr\u01b0\u1eddng, th\u00ec c\u00e1c c\u00f4ng ty \u0111\u00e3 c\u00f3 m\u1eb7t tr\u00ean th\u1ecb tr\u01b0\u1eddng s\u1ebd ph\u1ea3i chuy\u1ec3n sang chi\u1ebfn l\u01b0\u1ee3c t\u1ea5n c\u00f4ng \u0111\u00e1p tr\u1ea3. M\u1ee5c ti\u00eau c\u1ee7a c\u00e1c chi\u1ebfn l\u01b0\u1ee3c n\u00e0y l\u00e0 t\u1eeb ch\u1ed1i c\u01a1 h\u1ed9i ng\u01b0\u1eddi m\u1edbi tham gia \u0111\u1ec3 t\u1ea1o ra m\u1ee9c l\u1ee3i nhu\u1eadn d\u1ef1 ki\u1ebfn \u200b\u200bho\u1eb7c mong mu\u1ed1n c\u1ee7a h\u1ecd.<\/p>\n

N\u1ebfu l\u1ee3i nhu\u1eadn qu\u00e1 th\u1ea5p ho\u1eb7c ti\u1ec1m n\u0103ng th\u1ecb tr\u01b0\u1eddng kh\u00f4ng h\u1ea5p d\u1eabn, c\u00f4ng ty m\u1edbi s\u1ebd r\u00fat kh\u1ecfi th\u1ecb tr\u01b0\u1eddng. C\u00e1c chi\u1ebfn l\u01b0\u1ee3c tr\u1ea3 \u0111\u0169a bao g\u1ed3m: gi\u1ea3m vi\u1ec7c d\u00f9ng th\u1eed d\u1ecbch v\u1ee5, chi\u1ebfn \u0111\u1ea5u t\u00edch c\u1ef1c \u0111\u1ec3 duy tr\u00ec th\u1ecb ph\u1ea7n v\u00e0 ph\u00e1t tri\u1ec3n danh ti\u1ebfng l\u00e0 “ng\u01b0\u1eddi hi\u1ebfu chi\u1ebfn”.<\/p>\n

M\u1ed9t chi\u1ebfn l\u01b0\u1ee3c tr\u1ea3 \u0111\u0169a l\u00e0 kh\u00f4ng khuy\u1ebfn kh\u00edch kh\u00e1ch h\u00e0ng th\u1eed c\u00f4ng ty d\u1ecbch v\u1ee5 m\u1edbi. C\u00e1c nh\u00e0 s\u1ea3n xu\u1ea5t h\u00e0ng h\u00f3a c\u00f3 th\u1ec3 l\u00e0m \u0111i\u1ec1u n\u00e0y b\u1eb1ng c\u00e1ch \u0111\u01b0a ra c\u00e1c ch\u01b0\u01a1ng tr\u00ecnh khuy\u1ebfn m\u00e3i \u0111\u1eb7c bi\u1ec7t \u0111\u1ec3 khuy\u1ebfn kh\u00edch kh\u00e1ch h\u00e0ng t\u00edch tr\u1eef h\u00e0ng h\u00f3a c\u1ee7a h\u1ecd. \u0110\u1ed1i v\u1edbi c\u00e1c doanh nghi\u1ec7p d\u1ecbch v\u1ee5, chi\u1ebfn l\u01b0\u1ee3c n\u00e0y kh\u00f4ng s\u1eb5n. Thay v\u00e0o \u0111\u00f3, c\u00e1c c\u00f4ng ty d\u1ecbch v\u1ee5 ph\u1ea3i t\u00ecm c\u00e1ch ph\u00e1t tri\u1ec3n c\u00e1c h\u1ee3p \u0111\u1ed3ng d\u00e0i h\u1ea1n v\u1edbi kh\u00e1ch h\u00e0ng c\u1ee7a h\u1ecd. H\u1ee3p \u0111\u1ed3ng ch\u00ednh th\u1ee9c l\u00e0 t\u1ed1t nh\u1ea5t, nh\u01b0ng kh\u00f4ng \u0111\u01a1n gi\u1ea3n \u0111\u1ec3 c\u00f3 \u0111\u01b0\u1ee3c nh\u1eefng h\u1ee3p \u0111\u1ed3ng nh\u01b0 th\u1ebf, doanh nghi\u1ec7p c\u1ea7n th\u00eam nhi\u1ec1u n\u1ed7 l\u1ef1c nh\u01b0 \u00e1p d\u1ee5ng ch\u01b0\u01a1ng tr\u00ecnh kh\u00e1ch h\u00e0ng th\u00e2n thi\u1ebft, ph\u00e1t h\u00e0nh th\u1ebb h\u1ed9i vi\u00ean \u0111\u1ec3 t\u00edch \u0111i\u1ec3m, gi\u1ea3m gi\u00e1 cho c\u00e1c l\u1ea7n s\u1eed d\u1ee5ng d\u1ecbch v\u1ee5.<\/p>\n

\"Chi\u1ebfn<\/p>\n

M\u1ed9t chi\u1ebfn l\u01b0\u1ee3c kh\u00e1c l\u00e0m gi\u1ea3m l\u01b0\u1ee3ng ng\u01b0\u1eddi m\u1edbi tham gia v\u00e0o th\u1ecb tr\u01b0\u1eddng l\u00e0 doanh nghi\u1ec7p tr\u1edf th\u00e0nh “Ng\u01b0\u1eddi hi\u1ebfu chi\u1ebfn”. \u0110i\u1ec1u n\u00e0y bu\u1ed9c ng\u01b0\u1eddi ch\u01a1i m\u1edbi ph\u1ea3i d\u00e0nh nhi\u1ec1u th\u1eddi gian v\u00e0 ti\u1ec1n b\u1ea1c h\u01a1n, th\u1ecb tr\u01b0\u1eddng c\u0169ng k\u00e9m h\u1ea5p d\u1eabn h\u01a1n \u0111\u1ed1i v\u1edbi ng\u01b0\u1eddi m\u1edbi ng\u01b0\u1eddi tham gia. C\u00f3 ti\u1ebfng l\u00e0 “hi\u1ebfu chi\u1ebfn” c\u00f3 th\u1ec3 khi\u1ebfn m\u1ed9t s\u1ed1 c\u00f4ng ty ng\u1eebng k\u1ebf ho\u1ea1ch th\u00e2m nh\u1eadp th\u1ecb tr\u01b0\u1eddng ho\u1eb7c b\u1eb1ng l\u00f2ng v\u1edbi m\u1ed9t th\u1ecb ph\u1ea7n nh\u1ecf h\u01a1n.<\/p>\n

Citibank<\/a> \u0111\u00e3 th\u1ec3 hi\u1ec7n s\u1ef1 tr\u1ea3 \u0111\u0169a m\u1ea1nh m\u1ebd khi AT&T tung ra th\u1ebb ph\u1ed5 th\u00f4ng c\u1ee7a h\u1ecd. Citibank \u0111\u00e3 h\u1ee7y b\u1ecf d\u1ecbch v\u1ee5 \u0111\u01b0\u1eddng d\u00e0i c\u1ee7a AT&T, b\u1ed5 sung b\u1ea3o v\u1ec7 gi\u00e1 v\u00e0 c\u1ed1 g\u1eafng ch\u1eb7n c\u00e1c t\u1ed5 ch\u1ee9c phi ng\u00e2n h\u00e0ng kh\u00e1c tham gia v\u00e0o ng\u00e0nh th\u1ebb t\u00edn d\u1ee5ng. M\u1eb7c d\u00f9 s\u1ef1 tr\u1ea3 \u0111\u0169a c\u1ee7a Citibank kh\u00f4ng ph\u1ea3i l\u00e0m thay \u0111\u1ed5i th\u1eddi gian ho\u00e0n v\u1ed1n m\u00e0 AT&T \u0111\u00e3 d\u1ef1 \u0111o\u00e1n khi h\u1ecd tham gia th\u1ecb tr\u01b0\u1eddng. Nh\u01b0ng hai n\u0103m sau \u0111\u00f3, AT&T \u0111\u00e3 kh\u00f4ng nh\u1eadn \u0111\u01b0\u1ee3c b\u1ea5t k\u1ef3 kho\u1ea3n l\u1ee3i nhu\u1eadn n\u00e0o v\u00e0 th\u1eadm ch\u00ed sau \u0111\u00f3 l\u1ee3i nhu\u1eadn thu \u0111\u01b0\u1ee3c c\u00f2n th\u1ea5p h\u01a1n d\u1ef1 \u0111o\u00e1n.<\/p>\n

>> Xem th\u00eam: Market Challengers \u2013 Th\u1ef1c h\u00e0nh chi\u1ebfn l\u01b0\u1ee3c k\u1ebb th\u00e1ch th\u1ee9c th\u1ecb tr\u01b0\u1eddng<\/a><\/p>\n

3. Chi\u1ebfn l\u01b0\u1ee3c th\u00edch \u1ee9ng (Adaptive strategy) – Chi\u1ebfn l\u01b0\u1ee3c b\u1ea3o v\u1ec7 th\u1ecb ph\u1ea7n<\/strong><\/b><\/h3>\n

C\u00e1c chi\u1ebfn l\u01b0\u1ee3c th\u00edch \u1ee9ng \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng khi m\u1ed9t c\u00f4ng ty ph\u1ea3i ch\u1ea5p nh\u1eadn r\u1eb1ng nh\u1eefng n\u1ed7 l\u1ef1c ng\u0103n ch\u1eb7n ho\u1eb7c \u00e9p bu\u1ed9c c\u00f4ng ty m\u1edbi ng\u1eebng gia nh\u1eadp \u0111\u00e3 th\u1ea5t b\u1ea1i v\u00e0 c\u00f4ng ty m\u1edbi \u0111ang \u1edf l\u1ea1i tr\u00ean th\u1ecb tr\u01b0\u1eddng. Citibank bu\u1ed9c ph\u1ea3i s\u1eed d\u1ee5ng c\u00e1c chi\u1ebfn l\u01b0\u1ee3c th\u00edch \u1ee9ng khi th\u1ebb ph\u1ed5 th\u00f4ng AT&T th\u00e2m nh\u1eadp th\u1ecb tr\u01b0\u1eddng.<\/p>\n

Trong s\u1ed1 c\u00e1c chi\u1ebfn l\u01b0\u1ee3c th\u00edch \u1ee9ng \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng \u0111\u1ec3 gi\u1eef cho vi\u1ec7c c\u00f4ng ty m\u1edbi gia nh\u1eadp th\u1ecb tr\u01b0\u1eddng kh\u00f4ng l\u00e0m x\u00f3i m\u00f2n doanh nghi\u1ec7p c\u1ee7a m\u00ecnh l\u00e0 th\u00eam c\u00e1c d\u1ecbch v\u1ee5 m\u1edbi ho\u1eb7c s\u1eeda \u0111\u1ed5i c\u00e1c d\u1ecbch v\u1ee5 hi\u1ec7n t\u1ea1i. \u0110\u1ea3m b\u1ea3o r\u1eb1ng \u1edf m\u1ecdi c\u1ea5p \u0111\u1ed9, doanh nghi\u1ec7p \u0111\u1ec1u c\u00f3 c\u00e1c d\u1ecbch v\u1ee5 t\u01b0\u01a1ng \u0111\u01b0\u01a1ng. Khi c\u00e1c c\u00f4ng ty m\u1edbi c\u1ed1 g\u1eafng ph\u00e1t tri\u1ec3n l\u1ee3i th\u1ebf c\u1ea1nh tranh, c\u00e1c c\u00f4ng ty \u0111\u01b0\u01a1ng nhi\u1ec7m c\u00f3 th\u1ec3 l\u00e0m vi\u1ec7c \u0111\u1ec3 ng\u0103n c\u1ea3n vi\u1ec7c thi\u1ebft l\u1eadp l\u1ee3i th\u1ebf c\u1ea1nh tranh.<\/p>\n

\"Chi\u1ebfn<\/p>\n

Chi\u1ebfn l\u01b0\u1ee3c th\u1ee9 hai l\u00e0 m\u1edf r\u1ed9ng g\u00f3i d\u1ecbch v\u1ee5 \u0111\u1ec3 kh\u00f4ng khuy\u1ebfn kh\u00edch kh\u00e1ch h\u00e0ng chuy\u1ec3n sang \u0111\u1ed1i t\u01b0\u1ee3ng m\u1edbi.\u00a0B\u1eb1ng c\u00e1ch cung c\u1ea5p cho kh\u00e1ch h\u00e0ng m\u1ecdi th\u1ee9, nhu c\u1ea7u chuy\u1ec3n \u0111\u1ed5i s\u1ebd gi\u1ea3m xu\u1ed1ng.\u00a0\u0110i\u1ec1u nguy hi\u1ec3m v\u1edbi c\u00e1ch ti\u1ebfp c\u1eadn n\u00e0y l\u00e0 khi cung c\u1ea5p nhi\u1ec1u d\u1ecbch v\u1ee5, ch\u1ea5t l\u01b0\u1ee3ng v\u00e0 chuy\u00ean m\u00f4n c\u00f3 th\u1ec3 b\u1ecb gi\u1ea3m s\u00fat.\u00a0C\u00e1c c\u00f4ng ty chuy\u00ean bi\u1ec7t h\u01a1n c\u00f3 th\u1ec3 cung c\u1ea5p ch\u1ea5t l\u01b0\u1ee3ng d\u1ecbch v\u1ee5 cao h\u01a1n v\u00e0 l\u1ea5y \u0111i th\u1ecb ph\u1ea7n.<\/p>\n

B\u00e0i vi\u1ebft li\u00ean quan: C\u00e1ch t\u0103ng th\u1ecb ph\u1ea7n, m\u1edf r\u1ed9ng th\u1ecb tr\u01b0\u1eddng cho doanh nghi\u1ec7p t\u1ea1i Vi\u1ec7t Nam<\/a><\/strong><\/p>\n

K\u1ebeT LU\u1eacN<\/strong><\/h3>\n

Trong khi c\u1ed1 g\u1eafng m\u1edf r\u1ed9ng t\u1ed5ng quy m\u00f4 th\u1ecb tr\u01b0\u1eddng, c\u00f4ng ty h\u00e0ng \u0111\u1ea7u c\u0169ng ph\u1ea3i b\u1ea3o v\u1ec7 th\u1ecb ph\u1ea7n b\u1eb1ng c\u00e1ch ch\u1ed1ng l\u1ea1i\/ph\u00f2ng th\u1ee7 s\u1ef1 t\u1ea5n c\u00f4ng c\u1ee7a \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh ho\u1eb7c b\u1ea5t \u0111\u1eafc d\u0129 th\u00edch \u1ee9ng v\u1edbi s\u1ef1 c\u00f3 m\u1eb7t c\u1ee7a c\u00e1c “ng\u01b0\u1eddi m\u1edbi” kh\u00e1c.<\/p>\n

Doanh nghi\u1ec7p c\u1ee7a b\u1ea1n \u0111\u00e3 c\u00f3 nh\u1eefng h\u00e0nh \u0111\u1ed9ng n\u00e0o \u0111\u1ec3 b\u1ea3o v\u1ec7 th\u1ecb ph\u1ea7n c\u1ee7a m\u00ecnh? N\u1ebfu doanh nghi\u1ec7p b\u1ea1n c\u00f2n \u0111ang loay hoay t\u00ecm ki\u1ebfm chi\u1ebfn l\u01b0\u1ee3c ph\u00f9 h\u1ee3p v\u1edbi ngu\u1ed3n l\u1ef1c c\u1ee7a doanh nghi\u1ec7p m\u00ecnh, h\u00e3y LI\u00caN H\u1ec6 V\u1edaI CH\u00daNG T\u00d4I<\/a> \u0111\u1ec3 \u0111\u01b0\u1ee3c t\u01b0 v\u1ea5n v\u00e0 h\u1ed7 tr\u1ee3. DTM Consulting t\u1ef1 tin v\u1edbi \u0111\u1ed9i ng\u0169 chuy\u00ean gia kinh nghi\u1ec7m v\u00e0 chuy\u00ean m\u00f4n s\u00e2u trong ng\u00e0nh c\u00f3 th\u1ec3 th\u1ef1c hi\u1ec7n nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng,<\/a> \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh<\/a> and t\u01b0 v\u1ea5n chi\u1ebfn l\u01b0\u1ee3c, \u0111\u1ec1 xu\u1ea5t gi\u1ea3i ph\u00e1p<\/a> cho tr\u01b0\u1eddng h\u1ee3p kinh doanh c\u1ee7a b\u1ea1n.<\/p>\n

Tham kh\u1ea3o t\u1ea1i: https:\/\/www.brainkart.com\/<\/em><\/p>","protected":false},"excerpt":{"rendered":"

B\u1ea3o v\u1ec7 th\u1ecb ph\u1ea7n (market share) hi\u1ec7n t\u1ea1i c\u1ee7a m\u00ecnh kh\u1ecfi c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh v\u00e0 t\u1eeb c\u00e1c c\u00f4ng ty m\u1edbi tham gia th\u1ecb tr\u01b0\u1eddng l\u00e0 m\u1ed9t n\u1eeda quan tr\u1ecdng trong vi\u1ec7c x\u00e2y d\u1ef1ng chi\u1ebfn l\u01b0\u1ee3c th\u00e0nh c\u00f4ng \u0111\u1ec3 s\u1eed d\u1ee5ng trong t\u1eebng giai \u0111o\u1ea1n c\u1ee7a v\u00f2ng \u0111\u1eddi d\u1ecbch v\u1ee5. Chi\u1ebfn l\u01b0\u1ee3c b\u1ea3o v\u1ec7 […]<\/p>","protected":false},"author":20,"featured_media":14962,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"footnotes":""},"categories":[128,74],"tags":[644],"class_list":["post-14217","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-chia-se-kien-thuc","category-blog","tag-chien-luoc-marketing",""],"_links":{"self":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/14217","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=14217"}],"version-history":[{"count":9,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/14217\/revisions"}],"predecessor-version":[{"id":16330,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/14217\/revisions\/16330"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/media\/14962"}],"wp:attachment":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/media?parent=14217"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/categories?post=14217"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/tags?post=14217"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}