{"id":14380,"date":"2021-11-23T14:01:25","date_gmt":"2021-11-23T07:01:25","guid":{"rendered":"https:\/\/dtmconsulting.vn\/?p=14380"},"modified":"2021-11-24T15:47:11","modified_gmt":"2021-11-24T08:47:11","slug":"chien-luoc-thuong-hieu-cho-san-pham-dich-vu-moi","status":"publish","type":"post","link":"https:\/\/dtmconsulting.vn\/en\/chien-luoc-thuong-hieu-cho-san-pham-dich-vu-moi\/","title":{"rendered":"X\u00e2y d\u1ef1ng chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u cho s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 m\u1edbi"},"content":{"rendered":"<p>X\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u cho s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 m\u1edbi &#8211; l\u00e0 v\u1ea5n \u0111\u1ec1 m\u00e0 ch\u00fang t\u00f4i th\u01b0\u1eddng th\u1ea5y khi g\u1eb7p m\u1eb7t v\u00e0 tr\u00f2 chuy\u1ec7n c\u00e1c doanh nghi\u1ec7p t\u1ea1i Vi\u1ec7t Nam, nh\u1ea5t l\u00e0 c\u00e1c doanh nghi\u1ec7p v\u1eeba v\u00e0 nh\u1ecf, start up v\u1edbi ngu\u1ed3n l\u1ef1c v\u00e0 ng\u00e2n s\u00e1ch h\u1ea1n ch\u1ebf.<\/p>\n<p><span style=\"font-weight: 400;\">Chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u l\u00e0 y\u1ebfu t\u1ed1 quan tr\u1ecdng \u0111\u1ed1i v\u1edbi s\u1ef1 th\u00e0nh c\u00f4ng c\u1ee7a b\u1ea5t k\u1ef3 s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 m\u1edbi n\u00e0o, v\u00ec v\u1eady n\u1ebfu kh\u00f4ng mu\u1ed1n s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 &#8211; nh\u1eefng \u0111\u1ee9a con tin th\u1ea7n c\u1ee7a b\u1ea1n th\u1ea5t b\u1ea1i. H\u00e3y l\u1eadp k\u1ebf ho\u1ea1ch c\u1ea9n th\u1eadn \u0111\u1ec3 c\u00f3 c\u01a1 h\u1ed9i th\u00e0nh c\u00f4ng t\u1ed1t nh\u1ea5t. Ti\u1ebfn tr\u00ecnh doanh nghi\u1ec7p c\u00f3 th\u1ec3 ti\u1ebfn h\u00e0nh theo c\u00e1c b\u01b0\u1edbc sau:<\/span><\/p>\n<h2><b>1. Th\u1ef1c hi\u1ec7n Nghi\u00ean c\u1ee9u Th\u1ecb tr\u01b0\u1eddng, insight kh\u00e1ch h\u00e0ng<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">\u0110\u1ec3 x\u00e2y d\u1ef1ng \u0111\u01b0\u1ee3c m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u t\u1ed1t hay hi\u1ec7u qu\u1ea3 cho s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 doanh nghi\u1ec7p n\u00ean c\u00f3 s\u1ef1 \u0111\u00e1nh gi\u00e1 t\u1eeb nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng, insight kh\u00e1ch h\u00e0ng c\u1ea9n th\u1eadn. B\u01b0\u1edbc \u0111\u1ea7u ti\u00ean l\u00e0 \u0111\u00e1nh gi\u00e1 t\u1ed5ng quy m\u00f4 th\u1ecb tr\u01b0\u1eddng v\u00e0 c\u01a1 h\u1ed9i. D\u1eef li\u1ec7u th\u1ecb tr\u01b0\u1eddng, c\u00e1c th\u00f4ng tin v\u1ec1 c\u00e1c nh\u00f3m kh\u00e1ch h\u00e0ng, kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng (bao g\u1ed3m b\u00e1o c\u00e1o ng\u00e0nh, d\u1eef li\u1ec7u th\u1ecb tr\u01b0\u1eddng b\u00ean ngo\u00e0i v\u00e0 kinh nghi\u1ec7m c\u00e1 nh\u00e2n c\u1ee7a ban l\u00e3nh \u0111\u1ea1o v\u1edbi th\u1ecb tr\u01b0\u1eddng) s\u1ebd gi\u00fap ban l\u00e3nh \u0111\u1ea1o ph\u00e1c th\u1ea3o t\u1ed5ng s\u1ed1 kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng tr\u00ean th\u1ecb tr\u01b0\u1eddng c\u0169ng nh\u01b0 t\u1ed5ng doanh s\u1ed1 b\u00e1n h\u00e0ng ti\u1ec1m n\u0103ng tr\u00ean th\u1ecb tr\u01b0\u1eddng.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">B\u01b0\u1edbc ti\u1ebfp theo l\u00e0 ph\u00e1c th\u1ea3o c\u00e1c \u0111\u1eb7c \u0111i\u1ec3m th\u1ecb tr\u01b0\u1eddng \u0111\u1ec3 x\u00e1c \u0111\u1ecbnh xem th\u1ecb tr\u01b0\u1eddng \u0111ang ph\u00e1t tri\u1ec3n, \u1ed5n \u0111\u1ecbnh hay \u0111ang thu h\u1eb9p v\u00e0 nh\u1eefng y\u1ebfu t\u1ed1 ho\u1eb7c xu h\u01b0\u1edbng b\u00ean ngo\u00e0i n\u00e0o \u0111ang \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn th\u1ecb tr\u01b0\u1eddng ti\u1ec1m n\u0103ng.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">C\u00e1c c\u00f4ng ty s\u1ea3n ph\u1ea9m v\u00e0 d\u1ecbch v\u1ee5 ti\u00eau d\u00f9ng h\u1ea7u nh\u01b0 lu\u00f4n <strong><a href=\"https:\/\/dtmconsulting.vn\/en\/dich-vu-nghien-cuu-thi-truong\/\">ti\u1ebfn h\u00e0nh nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng<\/a><\/strong>, <a href=\"https:\/\/dtmconsulting.vn\/en\/bao-cao-thi-truong-insight-khach-hang\/\">insight kh\u00e1ch h\u00e0ng<\/a> chi ti\u1ebft <\/span><b>tr\u01b0\u1edbc khi<\/b><span style=\"font-weight: 400;\"> \u0111\u01b0a ra quy\u1ebft \u0111\u1ecbnh th\u00e2m nh\u1eadp th\u1ecb tr\u01b0\u1eddng. N\u1ebfu P&amp;G c\u1ea7n \u0111\u00e1nh gi\u00e1 xem c\u00f3 n\u00ean tung ra m\u1ed9t d\u00f2ng kem \u0111\u00e1nh r\u0103ng m\u1edbi hay kh\u00f4ng, h\u1ecd mu\u1ed1n hi\u1ec3u ch\u00ednh x\u00e1c quy m\u00f4 c\u1ee7a c\u01a1 h\u1ed9i n\u00ean h\u1ecd d\u1ef1 b\u00e1o th\u1ecb ph\u1ea7n v\u00e0 s\u1ed1 li\u1ec7u b\u00e1n h\u00e0ng <\/span><i><span style=\"font-weight: 400;\">tr\u01b0\u1edbc khi<\/span><\/i><span style=\"font-weight: 400;\"> \u0111\u1ea7u t\u01b0 v\u00e0o vi\u1ec7c nghi\u00ean c\u1ee9u v\u00e0 ph\u00e1t tri\u1ec3n, ra m\u1eaft th\u1ecb tr\u01b0\u1eddng, <a href=\"https:\/\/dtmconsulting.vn\/en\/quy-trinh-phat-trien-san-pham-moi\/\">th\u01b0\u01a1ng m\u1ea1i h\u00f3a s\u1ea3n ph\u1ea9m<\/a> hay \u0111\u1ea7u t\u01b0 qu\u1ea3ng c\u00e1o s\u1ea3n ph\u1ea9m.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u0110\u1ed1i v\u1edbi c\u00e1c c\u00f4ng ty l\u1edbn, vi\u1ec7c n\u00e0y th\u01b0\u1eddng \u0111\u00f2i h\u1ecfi nhi\u1ec1u th\u00e1ng nghi\u00ean c\u1ee9u v\u00e0 c\u00f3 th\u1ec3 t\u1ed1n k\u00e9m h\u00e0ng t\u1ef7 \u0111\u1ed3ng. <strong>\u0110\u00e2y c\u0169ng ch\u00ednh l\u00e0 l\u00fd do khi\u1ebfn <\/strong><\/span><span style=\"font-weight: 400;\"><strong>c\u00e1c c\u00f4ng ty c\u00f3 quy m\u00f4 v\u1eeba v\u00e0 nh\u1ecf (SMEs) hay startups v\u1edbi ng\u00e2n s\u00e1ch h\u1ea1n ch\u1ebf cho r\u1eb1ng h\u1ecd kh\u00f3 c\u00f3 th\u1ec3 ti\u1ebfn h\u00e0nh m\u1ed9t cu\u1ed9c nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng, insight kh\u00e1ch h\u00e0ng l\u00e0 m\u1ed9t \u0111i\u1ec1u &#8220;xa x\u1ec9&#8221;. Tuy nhi\u00ean, t\u1ea1i DTM Consulting c\u00e1c doanh nghi\u1ec7p v\u1edbi ng\u00e2n s\u00e1ch h\u1ea1n ch\u1ebf v\u1eabn c\u00f3 th\u1ec3 ti\u1ebfn h\u00e0nh c\u00e1c d\u1ef1 \u00e1n nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng, insight kh\u00e1ch h\u00e0ng hay c\u00e1c d\u1ef1 \u00e1n t\u01b0 v\u1ea5n marketing\/chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u theo nhu c\u1ea7u, mong mu\u1ed1n c\u1ee7a h\u1ecd.\u00a0<\/strong><\/span><\/p>\n<p><strong>&gt;&gt; Xem th\u00eam: <a href=\"https:\/\/dtmconsulting.vn\/en\/dich-vu-s-marketing\/\">D\u1ecbch v\u1ee5 nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng v\u00e0 t\u01b0 v\u1ea5n marketing cho doanh nghi\u1ec7p v\u1eeba v\u00e0 nh\u1ecf (SMEs), startups<\/a><\/strong><\/p>\n<h2><span style=\"font-weight: 400;\">2. X\u00e1c \u0111\u1ecbnh c\u00e1c y\u1ebfu t\u1ed1 \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn th\u1ecb tr\u01b0\u1eddng\u00a0<\/span><\/h2>\n<h3><span style=\"font-weight: 400;\">Decision makers and influencers<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Ai l\u00e0 ng\u01b0\u1eddi \u0111\u01b0a ra quy\u1ebft \u0111\u1ecbnh cu\u1ed1i c\u00f9ng \u0111\u1ec3 mua h\u00e0ng c\u1ee7a doanh nghi\u1ec7p? C\u00e1c nh\u00e0 marketing B2B th\u01b0\u1eddng ph\u1ea3i \u0111\u1ed1i ph\u00f3 v\u1edbi nhi\u1ec1u ng\u01b0\u1eddi ra quy\u1ebft \u0111\u1ecbnh, ho\u1eb7c m\u1ed9t nh\u00f3m nh\u1eefng ng\u01b0\u1eddi ra quy\u1ebft \u0111\u1ecbnh v\u00e0 m\u1ed9t s\u1ed1 ng\u01b0\u1eddi c\u00f3 \u1ea3nh h\u01b0\u1edfng. \u0110i\u1ec1u n\u00e0y \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn chi\u1ebfn l\u01b0\u1ee3c marketing v\u00e0 b\u00e1n h\u00e0ng t\u1ed5ng th\u1ec3 c\u1ee7a h\u1ecd, v\u00ec h\u1ecd th\u01b0\u1eddng ph\u1ea3i truy\u1ec1n t\u1ea3i c\u00e1c th\u00f4ng \u0111i\u1ec7p kh\u00e1c nhau \u0111\u1ebfn nh\u1eefng ng\u01b0\u1eddi kh\u00e1c nhau trong m\u1ed9t c\u00f4ng ty.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Tr\u01b0\u1eddng h\u1ee3p \u0111\u1ed1i v\u1edbi c\u00e1c nh\u00e0 marketing ti\u00eau d\u00f9ng, v\u00ec ng\u01b0\u1eddi s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5 th\u01b0\u1eddng l\u00e0 ng\u01b0\u1eddi ra quy\u1ebft \u0111\u1ecbnh. Tuy nhi\u00ean, nhi\u1ec1u m\u1eb7t h\u00e0ng c\u00f3 gi\u00e1 tr\u1ecb l\u1edbn, ch\u1eb3ng h\u1ea1n nh\u01b0 \u00f4 t\u00f4, \u0111\u1ed3 n\u1ed9i th\u1ea5t hay b\u1ea5t \u0111\u1ed9ng s\u1ea3n c\u0169ng c\u00f3 th\u1ec3 c\u00f3 nhi\u1ec1u ng\u01b0\u1eddi quy\u1ebft \u0111\u1ecbnh.<\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\">Ai l\u00e0 ng\u01b0\u1eddi ra quy\u1ebft \u0111\u1ecbnh ch\u00ednh?<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Nh\u1eefng ai\/nh\u00f3m ng\u01b0\u1eddi n\u00e0o kh\u00e1c tham gia v\u00e0o c\u00e1c quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng (&#8220;nh\u1eefng ng\u01b0\u1eddi c\u00f3 \u1ea3nh h\u01b0\u1edfng&#8221;)?<\/span><\/li>\n<\/ul>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter wp-image-13596\" src=\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2021\/04\/Significance-of-Influencer-Marketing-300x167.jpg\" alt=\"Influencer marketing\" width=\"600\" height=\"334\" srcset=\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2021\/04\/Significance-of-Influencer-Marketing-300x167.jpg 300w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2021\/04\/Significance-of-Influencer-Marketing-610x339.jpg 610w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2021\/04\/Significance-of-Influencer-Marketing-260x146.jpg 260w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2021\/04\/Significance-of-Influencer-Marketing-50x28.jpg 50w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2021\/04\/Significance-of-Influencer-Marketing-135x75.jpg 135w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2021\/04\/Significance-of-Influencer-Marketing.jpg 696w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/p>\n<h3><span style=\"font-weight: 400;\">Exploring and understanding customers' pain points, business challenges and issues<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng c\u1ee7a doanh nghi\u1ec7p c\u00f3 \u0111ang t\u00edch c\u1ef1c t\u00ecm ki\u1ebfm gi\u1ea3i ph\u00e1p cho v\u1ea5n \u0111\u1ec1 n\u00e0y kh\u00f4ng?<\/span><\/p>\n<p><span style=\"font-weight: 400;\"> Trong c\u1ea3 th\u1ecb tr\u01b0\u1eddng B2B v\u00e0 B2C, \u0111\u1ed1i v\u1edbi h\u1ea7u h\u1ebft c\u00e1c c\u00f4ng ty, c\u00f3 s\u1ef1 pha tr\u1ed9n gi\u1eefa nhi\u1ec1u nh\u00f3m ng\u01b0\u1eddi v\u1edbi c\u00e1c v\u1ecb tr\u00ed, th\u00e1i \u0111\u1ed9, quan \u0111i\u1ec3m v\u00e0 chuy\u00ean m\u00f4n kh\u00e1c nhau. \u0110\u00f3 c\u00f3 th\u1ec3 l\u00e0 nh\u1eefng ng\u01b0\u1eddi t\u00edch c\u1ef1c t\u00ecm ki\u1ebfm m\u1ed9t gi\u1ea3i ph\u00e1p, nh\u1eefng ng\u01b0\u1eddi mu\u1ed1n m\u1ed9t gi\u1ea3i ph\u00e1p n\u1ebfu m\u1ed9t gi\u1ea3i ph\u00e1p \u0111\u01b0\u1ee3c \u0111\u01b0a ra cho h\u1ecd (nh\u01b0ng h\u1ecd kh\u00f4ng ch\u1ee7 \u0111\u1ed9ng t\u00ecm ki\u1ebfm m\u1ed9t gi\u1ea3i ph\u00e1p) v\u00e0 nh\u1eefng ng\u01b0\u1eddi g\u1eb7p kh\u00f3 kh\u0103n (cho d\u00f9 h\u1ecd &#8216;\u0111\u00e3 nh\u1eadn ra kh\u00f3 kh\u0103n \u0111\u00f3 hay kh\u00f4ng). <\/span><span style=\"font-weight: 400;\">T\u00f9y thu\u1ed9c v\u00e0o t\u1eebng s\u1ea3n ph\u1ea9m, s\u1ebd c\u00f3 nh\u1eefng nh\u00f3m kh\u00e1ch h\u00e0ng v\u1edbi quan \u0111i\u1ec3m, th\u00e1i \u0111\u1ed9 kh\u00e1c nhau. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">V\u00ed d\u1ee5, \u0111\u1ed1i v\u1edbi m\u1ed9t lo\u1ea1i thu\u1ed1c c\u1ea3m, ng\u01b0\u1eddi mua \u0111ang b\u1ecb \u0111au \u0111\u1ea7u, kh\u00f3 ch\u1ecbu (c\u1ea3m l\u1ea1nh) v\u00e0 \u0111ang t\u00edch c\u1ef1c t\u00ecm ki\u1ebfm m\u1ed9t gi\u1ea3i ph\u00e1p. \u0110\u1ed1i v\u1edbi ch\u1ea5t l\u00e0m tr\u1eafng r\u0103ng, nhi\u1ec1u ng\u01b0\u1eddi tr\u00ean th\u1ecb tr\u01b0\u1eddng c\u00f3 th\u1ec3 kh\u00f4ng t\u00edch c\u1ef1c t\u00ecm ki\u1ebfm s\u1ea3n ph\u1ea9m, nh\u01b0ng c\u00f3 th\u1ec3 quan t\u00e2m n\u1ebfu n\u00f3 c\u00f3 gi\u00e1 c\u1ea3 ph\u1ea3i ch\u0103ng, d\u1ec5 s\u1eed d\u1ee5ng v\u00e0 hi\u1ec7u qu\u1ea3.\u00a0<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-14191 lazyload\" data-src=\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2021\/10\/Persona-chan-dung-khach-hang-300x171.jpg\" alt=\"PERSONA - Ch\u00e2n dung kh\u00e1ch h\u00e0ng\" width=\"600\" height=\"342\" data-srcset=\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2021\/10\/Persona-chan-dung-khach-hang-300x171.jpg 300w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2021\/10\/Persona-chan-dung-khach-hang-768x438.jpg 768w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2021\/10\/Persona-chan-dung-khach-hang-256x146.jpg 256w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2021\/10\/Persona-chan-dung-khach-hang-50x29.jpg 50w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2021\/10\/Persona-chan-dung-khach-hang-132x75.jpg 132w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2021\/10\/Persona-chan-dung-khach-hang.jpg 935w\" data-sizes=\"(max-width: 600px) 100vw, 600px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 600px; --smush-placeholder-aspect-ratio: 600\/342;\" \/><\/p>\n<p><span style=\"font-weight: 400;\">C\u00e1c d\u1eef li\u1ec7u, th\u00f4ng tin v\u1ec1 t\u1eebng nh\u00f3m kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng n\u00e0y s\u1ebd \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn chi\u1ebfn l\u01b0\u1ee3c marketing v\u00e0 \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a s\u1ea3n ph\u1ea9m, v\u00ec th\u1ecb tr\u01b0\u1eddng c\u00f3 nhi\u1ec1u kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng \u0111ang t\u00edch c\u1ef1c t\u00ecm ki\u1ebfm gi\u1ea3i ph\u00e1p \u0111\u00f2i h\u1ecfi c\u00e1c y\u00eau c\u1ea7u, nhu c\u1ea7u kh\u00e1c nhau. B\u00ean c\u1ea1nh \u0111\u00f3, c\u00f2n c\u00f3 nh\u1eefng nh\u00f3m th\u1ecb tr\u01b0\u1eddng, kh\u00e1ch h\u00e0ng ti\u1ec1m \u1ea9n.\u00a0<\/span><\/p>\n<h2><b>3. \u0110\u00e1nh gi\u00e1 s\u1ef1 c\u1ea1nh tranh<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Ph\u00e2n t\u00edch c\u1ea1nh tranh k\u1ef9 l\u01b0\u1ee1ng s\u1ebd gi\u00fap doanh nghi\u1ec7p hi\u1ec3u r\u00f5 h\u01a1n v\u1ec1 b\u1ed1i c\u1ea3nh c\u1ea1nh tranh, cho ph\u00e9p ban l\u00e3nh \u0111\u1ea1o l\u00e0m r\u00f5 th\u1ebf m\u1ea1nh n\u1ed9i b\u1ed9 c\u0169ng nh\u01b0 l\u01b0\u1eddng tr\u01b0\u1edbc \u0111\u01b0\u1ee3c nh\u1eefng th\u00e1ch th\u1ee9c, r\u1ee7i ro s\u1ebd ph\u1ea3i \u0111\u1ed1i m\u1eb7t.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Th\u00f4ng th\u01b0\u1eddng, doanh nghi\u1ec7p s\u1ebd x\u00e1c \u0111\u1ecbnh c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh tr\u1ef1c ti\u1ebfp, gi\u00e1n ti\u1ebfp v\u00e0 ti\u1ec1m \u1ea9n trong t\u01b0\u01a1ng lai v\u1edbi c\u00e1c ti\u00eau ch\u00ed \u0111\u00e1nh gi\u00e1 kh\u00e1c nhau.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ph\u00e2n t\u00edch c\u1ea1nh tranh c\u0169ng c\u00f3 th\u1ec3 l\u00e0m s\u00e1ng t\u1ecf c\u00e1c c\u01a1 h\u1ed9i m\u1edbi ho\u1eb7c nh\u1eefng r\u1ee7i ro s\u1ebd c\u00f3. Ho\u1eb7c \u00edt nh\u1ea5t, vi\u1ec7c \u0111\u00e1nh gi\u00e1 s\u1ef1 c\u1ea1nh tranh s\u1ebd cung c\u1ea5p cho doanh nghi\u1ec7p m\u1ed9t c\u00e1i nh\u00ecn kh\u00e1ch quan v\u1ec1 v\u1ecb th\u1ebf tr\u00ean th\u1ecb tr\u01b0\u1eddng v\u00e0 n\u01a1i doanh nghi\u1ec7p c\u00f3 th\u1ec3 th\u00e0nh c\u00f4ng th\u00f4ng qua c\u00e1c ho\u1ea1t \u0111\u1ed9ng thu h\u00fat v\u00e0 chuy\u1ec3n \u0111\u1ed5i kh\u00e1ch h\u00e0ng.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-10726 size-full lazyload\" data-src=\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/03\/thi-truong-canh-tranh-hoan-hao.jpg\" alt=\"chi\u1ebfn l\u01b0\u1ee3c c\u1ea1nh tranh\" width=\"725\" height=\"459\" data-srcset=\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/03\/thi-truong-canh-tranh-hoan-hao.jpg 725w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/03\/thi-truong-canh-tranh-hoan-hao-300x190.jpg 300w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/03\/thi-truong-canh-tranh-hoan-hao-231x146.jpg 231w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/03\/thi-truong-canh-tranh-hoan-hao-50x32.jpg 50w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/03\/thi-truong-canh-tranh-hoan-hao-118x75.jpg 118w\" data-sizes=\"(max-width: 725px) 100vw, 725px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 725px; --smush-placeholder-aspect-ratio: 725\/459;\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Khi xem x\u00e9t \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh, doanh nghi\u1ec7p n\u00ean l\u01b0u \u00fd xem x\u00e9t c\u1ea3 3 nh\u00f3m \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh sau:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Tr\u1ef1c ti\u1ebfp<\/b><span style=\"font-weight: 400;\"> &#8211; H\u1ecd cung c\u1ea5p c\u00e1c s\u1ea3n ph\u1ea9m \/ d\u1ecbch v\u1ee5 t\u01b0\u01a1ng t\u1ef1 nh\u01b0 c\u1ee7a doanh nghi\u1ec7p<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Gi\u00e1n ti\u1ebfp<\/b><span style=\"font-weight: 400;\"> &#8211; S\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5 c\u1ee7a \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh kh\u00e1c v\u1edbi s\u1ea3n ph\u1ea9m \/d\u1ecbch v\u1ee5 c\u1ee7a doanh nghi\u1ec7p b\u1ea1n, nh\u01b0ng c\u00f3 th\u1ec3 thay th\u1ebf s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5 c\u1ee7a doanh nghi\u1ec7p.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Ti\u1ec1m n\u0103ng<\/b><span style=\"font-weight: 400;\"> &#8211; \u0110\u1ed1i th\u1ee7 c\u1ea1nh tranh c\u00f3 th\u1ec3 d\u1ec5 d\u00e0ng m\u1edf r\u1ed9ng c\u00e1c s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5 \u0111\u1ec3 c\u1ea1nh tranh v\u1edbi c\u1ee7a doanh nghi\u1ec7p b\u1ea1n.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Trong qu\u00e1 tr\u00ecnh g\u1eb7p g\u1ee1, ti\u1ebfp x\u00fac v\u1edbi c\u00e1c doanh nghi\u1ec7p t\u1ea1i Vi\u1ec7t Nam, vi\u1ec7c ban l\u00e3nh \u0111\u1ea1o qu\u00e1 quan t\u00e2m \u0111\u1ebfn s\u1ea3n ph\u1ea9m v\u1ec1 m\u1eb7t k\u1ef9 thu\u1eadt ph\u1ea3i n\u1ed5i tr\u1ed9i h\u01a1n \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh tr\u1ef1c ti\u1ebfp m\u00e0 b\u1ecf s\u00f3t c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh gi\u00e1n ti\u1ebfp ho\u1eb7c ti\u1ec1m n\u0103ng trong t\u01b0\u01a1ng lai l\u00e0 \u0111i\u1ec1u ph\u1ed5 bi\u1ebfn. T\u1eeb \u0111\u00f3, d\u1ec5 d\u00e0ng \u0111\u00e1nh m\u1ea5t th\u1ecb ph\u1ea7n ho\u1eb7c kh\u00f4ng k\u1ecbp n\u1eafm b\u1eaft c\u01a1 h\u1ed9i.<\/span><\/p>\n<p><strong>&gt;&gt; Xem th\u00eam: <a href=\"https:\/\/dtmconsulting.vn\/en\/4-loai-chien-luoc-canh-tranh\/\">Chi\u1ebfn l\u01b0\u1ee3c c\u1ea1nh tranh l\u00e0 g\u00ec? 4 lo\u1ea1i chi\u1ebfn l\u01b0\u1ee3c c\u1ea1nh tranh<\/a><\/strong><\/p>\n<h2><b>4. X\u00e1c \u0111\u1ecbnh <a href=\"https:\/\/dtmconsulting.vn\/en\/value-proposition-trong-marketing-la-gi\/\">\u0111\u1ec1 xu\u1ea5t gi\u00e1 tr\u1ecb (value proposition)<\/a><\/b><\/h2>\n<p><span style=\"font-weight: 400;\">M\u1ed9t y\u1ebfu t\u1ed1 quan tr\u1ecdng c\u1ee7a b\u1ea5t k\u1ef3 chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u n\u00e0o \u0111\u00f3 l\u00e0 c\u00e1ch doanh nghi\u1ec7p cung c\u1ea5p gi\u00e1 tr\u1ecb cho th\u1ecb tr\u01b0\u1eddng \u1edf m\u1ee9c cao nh\u1ea5t. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Kh\u00e1i ni\u1ec7m &#8220;\u0111\u1ec1 xu\u1ea5t gi\u00e1 tr\u1ecb&#8221; ph\u00e1t tri\u1ec3n t\u1eeb nghi\u00ean c\u1ee9u c\u1ee7a Tr\u01b0\u1eddng Kinh doanh Harvard v\u00e0 \u0111\u00e3 c\u00f3 m\u1eb7t tr\u00ean th\u1ecb tr\u01b0\u1eddng trong nhi\u1ec1u th\u1eadp k\u1ef7. M\u1ed9t s\u1ed1 nh\u00e0 marketing g\u1ecdi &#8220;\u0111\u1ec1 xu\u1ea5t gi\u00e1 tr\u1ecb&#8221; nh\u01b0 m\u1ed9t \u0111i\u1ec3m b\u00e1n h\u00e0ng quan tr\u1ecdng ho\u1eb7c m\u1ed9t \u0111i\u1ec3m kh\u00e1c bi\u1ec7t \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng \u0111\u1ec3 thuy\u1ebft ph\u1ee5c kh\u00e1ch h\u00e0ng mua h\u00e0ng.<\/span><\/p>\n<p>H\u1ea7u h\u1ebft c\u00e1c c\u00f4ng ty\/s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5 t\u1eadp trung v\u00e0o m\u1ed9t ho\u1eb7c hai \u0111\u1ec1 xu\u1ea5t gi\u00e1 tr\u1ecb, kh\u00f4ng th\u1ec3 qu\u00e1 nhi\u1ec1u. N\u1ebfu kh\u00f4ng kh\u00e1ch h\u00e0ng s\u1ebd c\u1ea3m th\u1ea5y b\u1ed1i r\u1ed1i v\u00e0 m\u00e2u thu\u1eabn khi nh\u1eafc \u0111\u1ebfn th\u01b0\u01a1ng hi\u1ec7u, s\u1ea3n ph\u1ea9m hay doanh nghi\u1ec7p b\u1ea1n. B\u00ean c\u1ea1nh \u0111\u00f3, doanh nghi\u1ec7p khi \u0111\u00e3 x\u00e1c \u0111\u1ecbnh \u0111\u01b0\u1ee3c \u0111\u1ec1 xu\u1ea5t gi\u00e1 tr\u1ecb s\u1ebd<span style=\"font-weight: 400;\"> mang l\u1ea1i s\u1ef1 r\u00f5 r\u00e0ng cho c\u00e1c quy\u1ebft \u0111\u1ecbnh v\u1ec1 gi\u00e1 c\u1ea3, ph\u00e2n ph\u1ed1i, qu\u1ea3ng c\u00e1o, th\u00f4ng \u0111i\u1ec7p, thi\u1ebft k\u1ebf chi\u1ebfn d\u1ecbch marketing, th\u01b0\u01a1ng hi\u1ec7u v\u00e0 con ng\u01b0\u1eddi c\u1ee7a h\u1ecd.\u00a0<\/span><\/p>\n<p>Xem th\u00eam &gt;&gt; <strong><a href=\"https:\/\/dtmconsulting.vn\/en\/muon-hieu-va-tim-ra-insight-khach-hang-thi-bat-dau-tu-dau\/\">Mu\u1ed1n hi\u1ec3u v\u00e0 t\u00ecm ra insight kh\u00e1ch h\u00e0ng th\u00ec b\u1eaft \u0111\u1ea7u t\u1eeb \u0111\u00e2u?<\/a><\/strong><\/p>\n<h2><b>5. X\u00e1c \u0111\u1ecbnh Chi\u1ebfn l\u01b0\u1ee3c \u0110\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">\u0110\u1ecbnh v\u1ecb l\u00e0 x\u00e1c \u0111\u1ecbnh c\u00e1ch doanh nghi\u1ec7p \u0111\u01b0\u1ee3c ph\u00e2n bi\u1ec7t s\u1ea3n ph\u1ea9m c\u1ee7a h\u1ecd v\u00e0 t\u1ea1o d\u1ef1ng m\u1ed9t v\u1ecb tr\u00ed tr\u00ean th\u1ecb tr\u01b0\u1eddng.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u c\u1ea7n xem x\u00e9t v\u00e0 \u0111\u00e1nh gi\u00e1 t\u1ea5t c\u1ea3 c\u00e1c kh\u00eda c\u1ea1nh c\u1ee7a th\u1ecb tr\u01b0\u1eddng: quy m\u00f4, \u0111\u1eb7c \u0111i\u1ec3m, nh\u00e2n kh\u1ea9u h\u1ecdc v\u00e0 t\u00e2m l\u00fd h\u1ecdc, c\u00e1ch doanh nghi\u1ec7p, cung c\u1ea5p gi\u00e1 tr\u1ecb v\u00e0 c\u00e1ch doanh nghi\u1ec7p v\u01b0\u1ee3t qua \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh. Khi mu\u1ed1n x\u00e2y d\u1ef1ng \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u, doanh nghi\u1ec7p n\u00ean \u0111\u00e1nh gi\u00e1 t\u1ea5t c\u1ea3 d\u1eef li\u1ec7u t\u1eeb th\u1ecb tr\u01b0\u1eddng, kh\u00e1ch h\u00e0ng nh\u1eb1m n\u1eafm b\u1eaft c\u00e1c c\u01a1 h\u1ed9i tr\u00ean th\u1ecb tr\u01b0\u1eddng.\u00a0<\/span><\/p>\n<p><img decoding=\"async\" class=\"wp-image-7333 lazyload\" data-src=\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2019\/08\/building-brand-300x169.jpg\" alt=\"C\u00e1ch x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u\" width=\"600\" height=\"338\" data-srcset=\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2019\/08\/building-brand-300x169.jpg 300w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2019\/08\/building-brand-768x432.jpg 768w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2019\/08\/building-brand-1024x576.jpg 1024w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2019\/08\/building-brand-600x338.jpg 600w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2019\/08\/building-brand-260x146.jpg 260w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2019\/08\/building-brand-50x28.jpg 50w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2019\/08\/building-brand-133x75.jpg 133w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2019\/08\/building-brand.jpg 1200w\" data-sizes=\"(max-width: 600px) 100vw, 600px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 600px; --smush-placeholder-aspect-ratio: 600\/338;\" \/><\/p>\n<p><span style=\"font-weight: 400;\">\u0110\u1ec3 c\u00f3 th\u1ec3 t\u1ea1o d\u1ef1ng \u0111\u01b0\u1ee3c \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u sao cho ph\u00f9 h\u1ee3p v\u00e0 b\u1ec1n v\u1eefng doanh nghi\u1ec7p \u0111\u00f4i khi c\u1ea7n c\u1ea3i thi\u1ec7n v\u00e0 thay \u0111\u1ed5i nhi\u1ec1u y\u1ebfu t\u1ed1:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">C\u00e1c thay \u0111\u1ed5i \u0111\u1ed1i v\u1edbi s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Th\u00f4ng \u0111i\u1ec7p ho\u1eb7c ph\u01b0\u01a1ng ph\u00e1p m\u1edbi \u0111\u1ec3 ti\u1ebfp c\u1eadn v\u1edbi th\u1ecb tr\u01b0\u1eddng<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">C\u00e1c ph\u01b0\u01a1ng ph\u00e1p m\u1edbi \u0111\u1ec3 \u0111\u1ecbnh gi\u00e1 ho\u1eb7c ph\u00e2n ph\u1ed1i s\u1ea3n ph\u1ea9m \/ d\u1ecbch v\u1ee5<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">X\u00e2y d\u1ef1ng l\u1ea1i quy tr\u00ecnh, v\u1eadn h\u00e0nh<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">H\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u m\u1edbi<\/span><\/li>\n<li aria-level=\"1\">&#8230;..<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">\u0110\u00e2y l\u00e0 m\u1ed9t c\u00f4ng vi\u1ec7c kh\u00f4ng h\u1ec1 nh\u1ecf, v\u00e0 c\u00f3 th\u1ec3 m\u1ea5t v\u00e0i tu\u1ea7n ho\u1eb7c v\u00e0i th\u00e1ng \u0111\u1ec3 chu\u1ea9n b\u1ecb, l\u00ean k\u1ebf ho\u1ea1ch v\u00e0 nhi\u1ec1u n\u0103m ho\u1eb7c nhi\u1ec1u th\u1eadp k\u1ef7 \u0111\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c. <\/span><span style=\"font-weight: 400;\">Nh\u01b0ng r\u1ea5t \u0111\u00e1ng \u0111\u1ec3 c\u00e1c doanh nghi\u1ec7p \u0111\u1ea7u t\u01b0 v\u00e0 b\u1ecf ra c\u00f4ng s\u1ee9c n\u1ebfu doanh nghi\u1ec7p c\u00f3 m\u1ed9t v\u1ecb th\u1ebf nh\u1ea5t \u0111\u1ecbnh tr\u00ean th\u1ecb tr\u01b0\u1eddng.<\/span><\/p>\n<p>&gt;&gt; Xem th\u00eam: <strong><a href=\"https:\/\/dtmconsulting.vn\/en\/cach-tien-hanh-phan-khuc-lua-chon-va-dinh-vi-thi-truong-muc-tieu\/\">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<h2><b>6. X\u00e1c \u0111\u1ecbnh t\u00ednh c\u00e1ch th\u01b0\u01a1ng hi\u1ec7u v\u00e0 l\u1eddi h\u1ee9a th\u01b0\u01a1ng hi\u1ec7u<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Tr\u1ea3i nghi\u1ec7m th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a doanh nghi\u1ec7p l\u00e0 b\u1ea3n ch\u1ea5t c\u1ee7a nh\u1eefng g\u00ec doanh nghi\u1ec7p \u0111\u1ea1i di\u1ec7n &#8211; \u0111\u00f3 l\u00e0 hi\u1ec7n th\u00e2n cho \u0111\u1ecbnh v\u1ecb c\u1ee7a doanh nghi\u1ec7p v\u00e0 tr\u1ea3i nghi\u1ec7m doanh nghi\u1ec7p mu\u1ed1n kh\u00e1ch h\u00e0ng, th\u1ecb tr\u01b0\u1eddng c\u1ea3m nh\u1eadn v\u00e0 nh\u1edb \u0111\u1ebfn.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Th\u00eam c\u00e1c \u0111\u1eb7c \u0111i\u1ec3m t\u00ednh c\u00e1ch con ng\u01b0\u1eddi v\u00e0o th\u01b0\u01a1ng hi\u1ec7u s\u1ebd gi\u00fap doanh nghi\u1ec7p c\u00f4 \u0111\u1ecdng tr\u1ea3i nghi\u1ec7m mu\u1ed1n mang l\u1ea1i cho kh\u00e1ch h\u00e0ng. Ch\u00fang s\u1ebd \u0111\u00f3ng vai tr\u00f2 nh\u01b0 m\u1ed9t c\u01a1 ch\u1ebf theo d\u00f5i, ki\u1ec3m tra v\u00e0 c\u00e2n b\u1eb1ng cho qu\u1ea3ng c\u00e1o v\u00e0 th\u00f4ng \u0111i\u1ec7p chi\u1ebfn d\u1ecbch \u0111\u1ec3 t\u1ea1o ra m\u1ed9t tr\u1ea3i nghi\u1ec7m \u0111\u00e1ng nh\u1edb.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">C\u00e1c th\u01b0\u01a1ng hi\u1ec7u t\u1ed1t c\u0169ng mang \u0111\u1ebfn m\u1ed9t l\u1eddi h\u1ee9a cho th\u1ecb tr\u01b0\u1eddng &#8211; truy\u1ec1n \u0111\u1ea1t m\u1ed9t \u00fd t\u01b0\u1edfng \u0111\u01a1n gi\u1ea3n, \u0111\u1ed9c nh\u1ea5t \u0111\u1ec3 h\u1ed7 tr\u1ee3 \u0111\u1ecbnh v\u1ecb c\u1ee7a doanh nghi\u1ec7p v\u00e0 c\u00e1ch chia s\u1ebb t\u01b0 duy m\u00e0 b\u1ea1n mu\u1ed1n s\u1edf h\u1eefu.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-11685 size-full lazyload\" data-src=\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/08\/brand-positioning.jpg\" alt=\"T\u1ea7m quan tr\u1ecdng c\u1ee7a chi\u1ebfn l\u01b0\u1ee3c ph\u00e1t tri\u1ec3n th\u01b0\u01a1ng hi\u1ec7u\" width=\"290\" height=\"174\" data-srcset=\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/08\/brand-positioning.jpg 290w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/08\/brand-positioning-243x146.jpg 243w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/08\/brand-positioning-50x30.jpg 50w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/08\/brand-positioning-125x75.jpg 125w\" data-sizes=\"(max-width: 290px) 100vw, 290px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 290px; --smush-placeholder-aspect-ratio: 290\/174;\" \/><\/p>\n<h3><b>Choosing brand personality characteristics<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">X\u00e1c \u0111\u1ecbnh c\u00e1c \u0111\u1eb7c \u0111i\u1ec3m c\u1ee7a con ng\u01b0\u1eddi m\u00f4 t\u1ea3 c\u00e1ch doanh nghi\u1ec7p mu\u1ed1n th\u1ecb tr\u01b0\u1eddng nh\u00ecn nh\u1eadn th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u00ecnh. Nh\u1eefng \u0111\u1eb7c \u0111i\u1ec3m n\u00e0y t\u1ea1o n\u00ean &#8220;t\u00ednh c\u00e1ch th\u01b0\u01a1ng hi\u1ec7u&#8221; c\u1ee7a doanh nghi\u1ec7p\/s\u1ea3n ph\u1ea9m v\u00e0 ch\u00fang ph\u1ea3i ph\u00f9 h\u1ee3p v\u1edbi \u0111\u1ec1 xu\u1ea5t gi\u00e1 tr\u1ecb v\u00e0 \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">N\u1ebfu c\u00f3 th\u1ec3, h\u00e3y gi\u1edbi h\u1ea1n m\u1ed7i \u0111\u1eb7c \u0111i\u1ec3m trong m\u1ed9t t\u1eeb &#8211; v\u00ed d\u1ee5: &#8220;th\u00f4ng th\u00e1i&#8221;, &#8220;vui v\u1ebb&#8221;, &#8220;nh\u00ecn xa tr\u00f4ng r\u1ed9ng&#8221;, &#8220;th\u00e2n thi\u1ec7n&#8221; ho\u1eb7c &#8220;s\u00e1ng t\u1ea1o&#8221;.<\/span><\/p>\n<h3><b>Define the brand promise<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">B\u00e2y gi\u1edd, \u0111\u00e3 \u0111\u1ebfn l\u00fac k\u1ebft h\u1ee3p t\u1ea5t c\u1ea3 l\u1ea1i v\u1edbi nhau \u0111\u1ec3 t\u1ea1o ra l\u1eddi h\u1ee9a th\u01b0\u01a1ng hi\u1ec7u. C\u00e1c chuy\u00ean gia \u0111\u1ecbnh v\u1ecb v\u00e0 x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u nh\u01b0 Jack Trout, <\/span><span style=\"font-weight: 400;\">Al v\u00e0 Laura Ries<\/span><span style=\"font-weight: 400;\"> nh\u1ea5n m\u1ea1nh r\u1eb1ng th\u01b0\u01a1ng hi\u1ec7u doanh nghi\u1ec7p hay s\u1ea3n ph\u1ea9m mu\u1ed1n n\u00ean t\u1ed3n t\u1ea1i m\u1ed9t \u0111i\u1ec1u trong t\u00e2m tr\u00ed kh\u00e1ch h\u00e0ng. C\u00e1c th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh \u0111\u00e3 chi\u1ebfm \u0111\u01b0\u1ee3c c\u1ea3m t\u00ecnh nh\u1ea5t \u0111\u1ecbnh tr\u00ean th\u1ecb tr\u01b0\u1eddng.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh nh\u1ea5t h\u1ee9a h\u1eb9n s\u1ebd truy\u1ec1n t\u1ea3i gi\u00e1 tr\u1ecb \u0111\u1ebfn th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau ho\u1eb7c ng\u01b0\u1eddi mua c\u1ee7a h\u1ecd. H\u00e3y coi l\u1eddi h\u1ee9a l\u00e0 \u00fd t\u01b0\u1edfng b\u00e1n h\u00e0ng c\u1ed1t l\u00f5i c\u1ee7a doanh nghi\u1ec7p &#8211; \u0111\u00e2y c\u0169ng l\u00e0 c\u00e1ch ng\u1eafn nh\u1ea5t v\u00e0 \u0111\u01a1n gi\u1ea3n nh\u1ea5t \u0111\u1ec3 truy\u1ec1n t\u1ea3i gi\u00e1 tr\u1ecb c\u1ee7a doanh nghi\u1ec7p\/s\u1ea3n ph\u1ea9m ra th\u1ecb tr\u01b0\u1eddng. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Khi b\u1ea1n \u0111ang suy ngh\u0129 v\u1ec1 l\u1eddi h\u1ee9a th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u00ecnh, h\u00e3y nh\u1edb r\u1eb1ng vi\u1ec7c s\u1edf h\u1eefu m\u1ed9t t\u1eeb duy nh\u1ea5t trong t\u00e2m tr\u00ed kh\u00e1ch h\u00e0ng l\u00e0 v\u00f4 c\u00f9ng kh\u00f3 kh\u0103n v\u00e0 th\u01b0\u1eddng y\u00eau c\u1ea7u c\u00e1c c\u00f4ng ty <\/span><a href=\"http:\/\/www.brandingstrategyinsider.com\/2010\/09\/strength-in-length-the-long-slogan-advantage.html\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">s\u1eed d\u1ee5ng nh\u1eefng l\u1eddi h\u1ee9a d\u00e0i h\u01a1n theo th\u1eddi gian<\/span><\/a><span style=\"font-weight: 400;\">. \u0110\u00f3 l\u00e0 l\u00fd do brand mantra hay slogan, tagline \u0111\u01b0\u1ee3c ra \u0111\u1eddi.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">B\u00e2y gi\u1edd, h\u00e3y x\u00e1c \u0111\u1ecbnh l\u1eddi h\u1ee9a th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n.<\/span><\/p>\n<h2><b style=\"font-size: 30px;\">7. X\u00e2y d\u1ef1ng c\u00e2u chuy\u1ec7n th\u01b0\u01a1ng hi\u1ec7u v\u00e0 tuy\u00ean b\u1ed1 \u0111\u1ecbnh v\u1ecb<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Tuy\u00ean b\u1ed1 \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u th\u01b0\u1eddng l\u00e0 m\u1ed9t tuy\u00ean b\u1ed1 d\u00e0i 25 \u0111\u1ebfn 35 t\u1eeb th\u1ec3 hi\u1ec7n b\u1ea3n ch\u1ea5t c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u &#8211; b\u1ea1n l\u00e0 ai, b\u1ea1n l\u00e0m g\u00ec, cho ai, c\u00f9ng v\u1edbi \u0111i\u1ec3m kh\u00e1c bi\u1ec7t ch\u00ednh ho\u1eb7c l\u1eddi h\u1ee9a th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">C\u00e2u chuy\u1ec7n th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n l\u00e0 m\u1ed9t c\u00e2u chuy\u1ec7n d\u00e0i h\u01a1n gi\u00fap doanh nghi\u1ec7p c\u00f3 c\u01a1 h\u1ed9i k\u1ebft n\u1ed1i v\u1edbi th\u1ecb tr\u01b0\u1eddng &#8211; \u0111\u1ec3 gi\u1edbi thi\u1ec7u t\u00ednh c\u00e1ch c\u1ee7a b\u1ea1n, truy\u1ec1n \u0111\u1ea1t nh\u1eefng g\u00ec b\u1ea1n \u0111\u1ea1i di\u1ec7n v\u00e0 cho th\u1ea5y l\u00fd do t\u1ea1i sao kh\u00e1ch h\u00e0ng quan t\u00e2m.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Nh\u1eefng c\u00e2u chuy\u1ec7n \u0111\u00e3 \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng \u0111\u1ec3 k\u1ebft n\u1ed1i gi\u1eefa kh\u00e1ch h\u00e0ng v\u1edbi doanh nghi\u1ec7p. M\u1ed9t c\u00e2u chuy\u1ec7n th\u01b0\u01a1ng hi\u1ec7u t\u1ed1t c\u00f3 th\u1ec3 c\u1ee7ng c\u1ed1 \u0111\u1ecbnh v\u1ecb v\u00e0 h\u1ed7 tr\u1ee3 tr\u1ea3i nghi\u1ec7m th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n. <\/span><span style=\"font-weight: 400;\">\u0110\u1ec3 \u0111\u01b0a ra c\u00e2u chuy\u1ec7n th\u01b0\u01a1ng hi\u1ec7u, h\u00e3y ph\u00e2n t\u00edch c\u00e1c ch\u1ee7 \u0111\u1ec1 sau:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>S\u1ef1 t\u00edn nhi\u1ec7m<\/b><span style=\"font-weight: 400;\">: T\u1ea1i sao B\u1ea0N \u0111\u1ee7 ti\u00eau chu\u1ea9n \u0111\u1ec3 b\u00e1n s\u1ea3n ph\u1ea9m n\u00e0y?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>S\u1ef1 kh\u00e1c bi\u1ec7t<\/b><span style=\"font-weight: 400;\">: T\u1ea1i sao b\u1ea1n l\u1ea1i KH\u00c1C BI\u1ec6T v\u1edbi nh\u1eefng ng\u01b0\u1eddi b\u00e1n lo\u1ea1i s\u1ea3n ph\u1ea9m n\u00e0y? (H\u00e3y t\u00edch c\u1ef1c v\u00e0 trung th\u1ef1c.)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>M\u1ee5c \u0111\u00edch<\/b><span style=\"font-weight: 400;\">: T\u1ea1i sao doanh nghi\u1ec7p b\u1ea1n kinh doanh? B\u1ea1n \u0111ang c\u1ed1 t\u1ea1o ra s\u1ef1 kh\u00e1c bi\u1ec7t ho\u1eb7c T\u00c1C \u0110\u1ed8NG n\u00e0o? (H\u00e3y th\u1ec3 hi\u1ec7n t\u00ecnh c\u1ea3m n\u1ebfu c\u00f3 th\u1ec3. M\u1ecdi ng\u01b0\u1eddi mu\u1ed1n bi\u1ebft r\u1eb1ng b\u1ea1n quan t\u00e2m.)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>\u00dd ngh\u0129a<\/b><span style=\"font-weight: 400;\">: \u0110i\u1ec1u g\u00ec khi\u1ebfn c\u00e2u chuy\u1ec7n c\u1ee7a b\u1ea1n \u0111\u00e1ng nghe? \u0110i\u1ec1u g\u00ec s\u1ebd thu h\u00fat kh\u00e1ch h\u00e0ng \u1edf c\u1ea5p \u0111\u1ed9 c\u00e1 nh\u00e2n?<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">S\u1eed d\u1ee5ng c\u00e2u chuy\u1ec7n th\u01b0\u01a1ng hi\u1ec7u l\u00e0 m\u1ed9t c\u00e1ch tuy\u1ec7t v\u1eddi \u0111\u1ec3 k\u1ebft n\u1ed1i v\u1edbi th\u1ecb tr\u01b0\u1eddng, th\u1ec3 hi\u1ec7n c\u00e1 t\u00ednh c\u1ee7a doanh nghi\u1ec7p v\u00e0 truy\u1ec1n \u0111\u1ea1t nh\u1eefng g\u00ec doanh nghi\u1ec7p \u0111\u1ea1i di\u1ec7n v\u00e0 l\u00fd do kh\u00e1ch h\u00e0ng n\u00ean quan t\u00e2m v\u00e0 l\u1ef1a ch\u1ecdn. C\u00e2u chuy\u1ec7n th\u01b0\u01a1ng hi\u1ec7u t\u1ed1t c\u00f3 th\u1ec3 th\u00fac \u0111\u1ea9y tr\u1ea3i nghi\u1ec7m cho kh\u00e1ch h\u00e0ng.<\/span><\/p>\n<h2><b>11. \u0110o l\u01b0\u1eddng, theo d\u00f5i v\u00e0 \u0111\u00e1nh gi\u00e1 th\u01b0\u01a1ng hi\u1ec7u<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">B\u1ea1n t\u1ea1o \u1ea5n t\u01b0\u1ee3ng &#8211; t\u00edch c\u1ef1c, ti\u00eau c\u1ef1c ho\u1eb7c trung l\u1eadp &#8211; v\u1edbi th\u1ecb tr\u01b0\u1eddng c\u1ee7a b\u1ea1n \u1edf m\u1ecdi \u0111i\u1ec3m ti\u1ebfp x\u00fac.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u0110\u1ec3 mang l\u1ea1i tr\u1ea3i nghi\u1ec7m th\u01b0\u01a1ng hi\u1ec7u nh\u1ea5t qu\u00e1n, b\u1ea1n ph\u1ea3i \u0111\u1ea3m b\u1ea3o r\u1eb1ng m\u1ecdi t\u01b0\u01a1ng t\u00e1c, k\u1ebft n\u1ed1i v\u1edbi kh\u00e1ch h\u00e0ng, th\u1ecb tr\u01b0\u1eddng \u0111\u1ec1u h\u1ed7 tr\u1ee3 cho chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a doanh nghi\u1ec7p.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">B\u1eb1ng c\u00e1ch x\u00e1c \u0111\u1ecbnh m\u1ecdi \u0111i\u1ec3m ti\u1ebfp x\u00fac m\u00e0 kh\u00e1ch h\u00e0ng v\u00e0 kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng c\u00f3 v\u1edbi c\u00f4ng ty v\u00e0 nh\u1eefng ng\u01b0\u1eddi \u0111\u1ea1i di\u1ec7n cho th\u01b0\u01a1ng hi\u1ec7u, doanh nghi\u1ec7p s\u1ebd hi\u1ec3u \u0111\u01b0\u1ee3c c\u00e1c y\u1ebfu t\u1ed1 \u0111\u00f3ng vai tr\u00f2 trong vi\u1ec7c x\u00e2y d\u1ef1ng v\u00e0 ph\u00e1t tri\u1ec3n th\u01b0\u01a1ng hi\u1ec7u cho doanh nghi\u1ec7p, s\u1ea3n ph\u1ea9m c\u1ee7a m\u00ecnh.<\/span><\/p>\n<p>Tham kh\u1ea3o: Qlutch<\/p>\n<blockquote><p><strong><a href=\"https:\/\/dtmconsulting.vn\/en\/tu-van-marketing\/\">CONTACT<\/a> nh\u1eadn ph\u00e2n t\u00edch, \u0111\u00e1nh gi\u00e1 t\u1eeb chuy\u00ean gia v\u1ec1 chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u cho s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 m\u1edbi c\u1ee7a b\u1ea1n!<\/strong><\/p><\/blockquote>","protected":false},"excerpt":{"rendered":"<p>X\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u cho s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 m\u1edbi &#8211; l\u00e0 v\u1ea5n \u0111\u1ec1 m\u00e0 ch\u00fang t\u00f4i th\u01b0\u1eddng th\u1ea5y khi g\u1eb7p m\u1eb7t v\u00e0 tr\u00f2 chuy\u1ec7n c\u00e1c doanh nghi\u1ec7p t\u1ea1i Vi\u1ec7t Nam, nh\u1ea5t l\u00e0 c\u00e1c doanh nghi\u1ec7p v\u1eeba v\u00e0 nh\u1ecf, start up v\u1edbi ngu\u1ed3n l\u1ef1c v\u00e0 ng\u00e2n s\u00e1ch h\u1ea1n ch\u1ebf. Chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u l\u00e0 y\u1ebfu [&hellip;]<\/p>","protected":false},"author":20,"featured_media":14395,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"footnotes":""},"categories":[128,74],"tags":[647,644,674],"class_list":["post-14380","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-thuong-hieu",""],"_links":{"self":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/14380","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=14380"}],"version-history":[{"count":22,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/14380\/revisions"}],"predecessor-version":[{"id":14432,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/14380\/revisions\/14432"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/media\/14395"}],"wp:attachment":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/media?parent=14380"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/categories?post=14380"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/tags?post=14380"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}