{"id":14648,"date":"2022-01-17T09:50:08","date_gmt":"2022-01-17T02:50:08","guid":{"rendered":"https:\/\/dtmconsulting.vn\/?p=14648"},"modified":"2022-12-14T11:43:59","modified_gmt":"2022-12-14T04:43:59","slug":"chien-luoc-san-pham-kinh-doanh-marketing","status":"publish","type":"post","link":"https:\/\/dtmconsulting.vn\/en\/chien-luoc-san-pham-kinh-doanh-marketing\/","title":{"rendered":"Chi\u1ebfn l\u01b0\u1ee3c s\u1ea3n ph\u1ea9m, s\u1ea3n ph\u1ea9m m\u1edbi trong kinh doanh v\u00e0 marketing"},"content":{"rendered":"<p>\u0110\u1ec3 c\u00f3 th\u1ec3 b\u00e1n \u0111\u01b0\u1ee3c s\u1ea3n ph\u1ea9m, doanh nghi\u1ec7p c\u1ea7n truy\u1ec1n th\u00f4ng, marketing \u0111\u1ec3 kh\u00e1ch h\u00e0ng bi\u1ebft v\u1ec1 s\u1ea3n ph\u1ea9m \u0111\u00f3. Tuy nhi\u00ean, kh\u00f4ng ph\u1ea3i doanh nghi\u1ec7p n\u00e0o c\u0169ng bi\u1ebft c\u00e1ch marketing s\u1ea3n ph\u1ea9m hi\u1ec7u qu\u1ea3 v\u00e0 t\u1ed1i \u01b0u. Marketing m\u1ed9t s\u1ea3n ph\u1ea9m kh\u00f4ng c\u00f3 ngh\u0129a l\u00e0 b\u1ea1n c\u1ee9 tr\u01b0ng b\u00e0y s\u1ea3n ph\u1ea9m \u0111\u00f3 \u1edf t\u1ea5t c\u1ea3 c\u00e1c k\u00eanh, t\u1ea5t c\u1ea3 m\u1ecdi n\u01a1i m\u00e0 c\u1ea7n c\u00f3 chi\u1ebfn l\u01b0\u1ee3c, c\u00e1ch th\u1ee9c ph\u00f9 h\u1ee3p v\u00e0 t\u1ed1i \u01b0u \u0111\u1ec3 kh\u00e1ch h\u00e0ng quan t\u00e2m v\u00e0 thu h\u00fat b\u1edfi s\u1ea3n ph\u1ea9m c\u1ee7a b\u1ea1n. V\u1eady c\u00e1ch th\u1ee9c ti\u1ebfp c\u1eadn, \u0111\u1ecbnh h\u01b0\u1edbng chi\u1ebfn l\u01b0\u1ee3c s\u1ea3n ph\u1ea9m, <a href=\"https:\/\/dtmconsulting.vn\/en\/dong-san-pham-product-line-la-gi-khai-niem-chien-luoc-dinh-gia-vi-du\/\">d\u00f2ng s\u1ea3n ph\u1ea9m<\/a> ra sao cho ph\u00f9 h\u1ee3p v\u1edbi s\u1ea3n ph\u1ea9m v\u00e0 t\u00ecnh h\u00ecnh doanh nghi\u1ec7p b\u1ea1n? N\u1ebfu b\u1ea1n quan t\u00e2m h\u00e3y theo d\u00f5i b\u00e0i vi\u1ebft d\u01b0\u1edbi \u0111\u00e2y.<\/p>\n<h2>T\u1ea1i sao marketing s\u1ea3n ph\u1ea9m l\u1ea1i quan tr\u1ecdng?<\/h2>\n<p>Nghi\u00ean c\u1ee9u v\u00e0 ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m ph\u00f9 h\u1ee3p v\u1edbi th\u1ecb tr\u01b0\u1eddng l\u00e0 m\u1ed9t trong nh\u1eefng giai \u0111o\u1ea1n\u00a0t\u0103ng tr\u01b0\u1edfng quan tr\u1ecdng nh\u1ea5t. Marketing s\u1ea3n ph\u1ea9m gi\u00fap b\u1ea1n x\u00e1c \u0111\u1ecbnh\u00a0<strong>\u0111\u00fang s\u1ea3n ph\u1ea9m<\/strong>\u00a0v\u00e0 \u0111\u1eb7t n\u00f3 v\u00e0o tay \u0111\u00fang ng\u01b0\u1eddi ti\u00eau d\u00f9ng, cu\u1ed1i c\u00f9ng th\u00fac \u0111\u1ea9y doanh thu v\u00e0 l\u1ee3i nhu\u1eadn c\u1ee7a b\u1ea1n.<\/p>\n<p>N\u00f3 \u0111\u00f3ng m\u1ed9t vai tr\u00f2 quan tr\u1ecdng trong vi\u1ec7c m\u1edf r\u1ed9ng kinh doanh c\u1ee7a b\u1ea1n, \u0111\u1eb7c bi\u1ec7t l\u00e0 khi n\u00f3i \u0111\u1ebfn vi\u1ec7c x\u00e1c \u0111\u1ecbnh\u00a0chi\u1ebfn l\u01b0\u1ee3c ti\u1ebfp c\u1eadn th\u1ecb tr\u01b0\u1eddng\u00a0v\u00e0 \u0111\u1ea1t \u0111\u01b0\u1ee3c tr\u1ea1ng th\u00e1i ph\u00f9 h\u1ee3p v\u1edbi th\u1ecb tr\u01b0\u1eddng s\u1ea3n ph\u1ea9m.<\/p>\n<p>V\u1ec1 c\u01a1 b\u1ea3n, marketing s\u1ea3n ph\u1ea9m l\u00e0 ch\u00eca kh\u00f3a th\u00e0nh c\u00f4ng trong th\u1ecb tr\u01b0\u1eddng c\u1ea1nh tranh ng\u00e0y nay.<\/p>\n<ol>\n<li>Chi\u1ebfn l\u01b0\u1ee3c s\u1ea3n ph\u1ea9m gi\u00fap \u0111\u1ecbnh h\u01b0\u1edbng r\u00f5 r\u00e0ng cho doanh nghi\u1ec7p<\/li>\n<li>X\u00e2y d\u1ef1ng \u01b0u ti\u00ean l\u1ed9 tr\u00ecnh ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m<\/li>\n<li>Chi\u1ebfn l\u01b0\u1ee3c s\u1ea3n ph\u1ea9m c\u1ea3i thi\u1ec7n c\u00e1c quy\u1ebft \u0111\u1ecbnh trong doanh nghi\u1ec7p<\/li>\n<\/ol>\n<h2>H\u01b0\u1edbng d\u1eabn 6 b\u01b0\u1edbc marketing s\u1ea3n ph\u1ea9m m\u1edbi ra th\u1ecb tr\u01b0\u1eddng<\/h2>\n<ul>\n<li><strong>B\u01b0\u1edbc 1: Nh\u1eadn di\u1ec7n kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng\/m\u1ee5c ti\u00eau<\/strong><\/li>\n<li><strong>B\u01b0\u1edbc 2:\u00a0<a href=\"https:\/\/dtmconsulting.vn\/en\/dich-vu-nghien-cuu-thi-truong\/\">Nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng, kh\u00e1ch h\u00e0ng <\/a><\/strong><\/li>\n<li><strong>B\u01b0\u1edbc 3: <a href=\"https:\/\/dtmconsulting.vn\/en\/dinh-vi-thuong-hieu\/\">\u0110\u1ecbnh h\u00ecnh, \u0111\u1ecbnh v\u1ecb s\u1ea3n ph\u1ea9m<\/a> v\u00e0 th\u00f4ng \u0111i\u1ec7p<\/strong><\/li>\n<li><strong>B\u01b0\u1edbc 4: \u0110\u1ecbnh h\u01b0\u1edbng\u00a0chi\u1ebfn l\u01b0\u1ee3c marketing<\/strong><\/li>\n<li><strong>B\u01b0\u1edbc 5: <a href=\"https:\/\/dtmconsulting.vn\/en\/cach-lap-ke-hoach-marketing-va-goi-y-ke-hoach-marketing-mau\/\">L\u00ean k\u1ebf ho\u1ea1ch Marketing<\/a> v\u00e0 b\u00e1n h\u00e0ng<\/strong><\/li>\n<li><strong>B\u01b0\u1edbc 6: Tri\u1ec3n khai k\u1ebf ho\u1ea1ch v\u00e0 theo d\u00f5i k\u1ebft qu\u1ea3.<\/strong><\/li>\n<\/ul>\n<p>L\u01b0u \u00fd: Ngo\u00e0i ra, b\u1ea1n c\u0169ng n\u00ean l\u00ean c\u00e1c k\u1ebf ho\u1ea1ch, ph\u01b0\u01a1ng \u00e1n d\u1ef1 ph\u00f2ng nh\u1eefng tr\u01b0\u1eddng h\u1ee3p r\u1ee7i ro, <a href=\"https:\/\/dtmconsulting.vn\/en\/nguyen-nhan-that-bai-san-pham\/\">th\u1ea5t b\u1ea1i c\u1ee7a s\u1ea3n ph\u1ea9m<\/a> khi ra th\u1ecb tr\u01b0\u1eddng<\/p>\n<p>Tr\u00ean \u0111\u00e2y l\u00e0 6 b\u01b0\u1edbc marketing s\u1ea3n ph\u1ea9m m\u1edbi ra th\u1ecb tr\u01b0\u1eddng. Tuy nhi\u00ean, qu\u00e1 tr\u00ecnh marketing s\u1ea3n ph\u1ea9m s\u1ebd c\u1ea7n c\u00f3 r\u1ea5t nhi\u1ec1u \u0111i\u1ec1u chi ti\u1ebft ho\u1eb7c kh\u00f3 l\u01b0\u1eddng tr\u01b0\u1edbc \u0111\u01b0\u1ee3c, \u0111\u00f2i h\u1ecfi doanh nghi\u1ec7p hay nh\u00e0 qu\u1ea3n l\u00fd lu\u00f4n ph\u1ea3i ch\u00fa \u00fd v\u00e0 theo d\u00f5i.<\/p>\n<p><strong>&gt;&gt; B\u00e0i vi\u1ebft li\u00ean quan: <a href=\"https:\/\/dtmconsulting.vn\/en\/quy-trinh-phat-trien-san-pham-moi\/\">Quy tr\u00ecnh ph\u00e1t tri\u1ec3n v\u00e0 th\u01b0\u01a1ng m\u1ea1i h\u00f3a s\u1ea3n ph\u1ea9m m\u1edbi cho m\u1ecdi doanh nghi\u1ec7p<\/a><\/strong><\/p>\n<h2>Chi\u1ebfn l\u01b0\u1ee3c s\u1ea3n ph\u1ea9m trong kinh doanh v\u00e0 marketing<\/h2>\n<p>T\u1ea5t c\u1ea3 c\u00e1c chi\u1ebfn l\u01b0\u1ee3c marketing s\u1ea3n ph\u1ea9m b\u1eaft \u0111\u1ea7u b\u1eb1ng vi\u1ec7c tr\u1ea3 l\u1eddi b\u1ed1n c\u00e2u h\u1ecfi sau:<\/p>\n<h3>Doanh nghi\u1ec7p b\u00e1n g\u00ec?<\/h3>\n<blockquote>\n<p style=\"text-align: center;\"><strong>Kh\u00e1ch h\u00e0ng kh\u00f4ng th\u00edch chi ti\u1ec1n mua s\u1ea3n ph\u1ea9m, h\u1ecd mu\u1ed1n d\u00f9ng s\u1ea3n ph\u1ea9m \u0111\u1ec3 gi\u1ea3i quy\u1ebft v\u1ea5n \u0111\u1ec1 c\u1ee7a h\u1ecd!<\/strong><\/p>\n<\/blockquote>\n<p>B\u1ea5t c\u1ee9 s\u1ea3n ph\u1ea9m (h\u00e0ng h\u00f3a, d\u1ecbch v\u1ee5 n\u00e0o) doanh nghi\u1ec7p \u0111ang kinh doanh th\u00ec vi\u1ec7c c\u1ee7a marketing \u0111\u00f3 l\u00e0 l\u00e0m cho kh\u00e1ch h\u00e0ng th\u1ea5y \u0111\u01b0\u1ee3c vai tr\u00f2, t\u1ea7m quan tr\u1ecdng c\u1ee7a s\u1ea3n ph\u1ea9m \u0111\u00f3 \u0111\u1ed1i v\u1edbi kh\u00e1ch h\u00e0ng, nh\u1eefng l\u1ee3i \u00edch m\u00e0 kh\u00e1ch h\u00e0ng c\u00f3 \u0111\u01b0\u1ee3c l\u00e0 nh\u01b0 th\u1ebf n\u00e0o?<\/p>\n<h3>Doanh nghi\u1ec7p mu\u1ed1n b\u00e1n cho ai?<\/h3>\n<p>Sau khi doanh nghi\u1ec7p b\u1ea1n \u0111\u00e3 n\u1eafm b\u1eaft v\u00e0 hi\u1ec3u \u0111\u01b0\u1ee3c nh\u1eefng g\u00ec c\u1ea7n b\u00e1n, cung c\u1ea5p cho kh\u00e1ch h\u00e0ng \u0111\u00e3 \u0111\u1ebfn l\u00fac hi\u1ec3u h\u01a1n v\u1ec1 kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng m\u00e0 b\u1ea1n mu\u1ed1n nh\u1eafm t\u1edbi.<\/p>\n<p>H\u00e3y ph\u00e1c th\u1ea3o c\u00e1c th\u00f4ng tin v\u1ec1 kh\u00e1ch h\u00e0ng th\u00f4ng qua c\u00f4ng c\u1ee5 <a href=\"https:\/\/dtmconsulting.vn\/en\/4-cach-pho-bien-nhat-de-xay-dung-personas\/\">ch\u00e2n dung kh\u00e1ch h\u00e0ng (persona)<\/a> \u0111\u1ec3 d\u1ec5 d\u00e0ng ra quy\u1ebft \u0111\u1ecbnh h\u01a1n\u00a0<u><\/u><\/p>\n<h2 class=\"heading-05\">Chi\u1ebfn l\u01b0\u1ee3c s\u1ea3n ph\u1ea9m<\/h2>\n<div class=\"hentry clearfix\">\n<div class=\"has-content-area\" title=\"Product Strategy\" data-url=\"https:\/\/www.productplan.com\/glossary\/product-strategy\/\" data-title=\"Product Strategy\" data-hashtags=\"\">\n<h3>Chi\u1ebfn l\u01b0\u1ee3c s\u1ea3n ph\u1ea9m (product strategy) l\u00e0 g\u00ec?<\/h3>\n<p>Chi\u1ebfn l\u01b0\u1ee3c s\u1ea3n ph\u1ea9m l\u00e0 b\u1ea3n m\u00f4 t\u1ea3 nh\u1eefng g\u00ec doanh nghi\u1ec7p k\u1ef3 v\u1ecdng s\u1ebd \u0111\u1ea1t \u0111\u01b0\u1ee3c \u0111\u1ed1i v\u1edbi s\u1ea3n ph\u1ea9m (h\u00e0ng h\u00f3a\/d\u1ecbch v\u1ee5) v\u00e0 d\u1ef1 ki\u1ebfn c\u00e1ch th\u1ee9c th\u1ef1c hi\u1ec7n \u0111\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c m\u1ee5c ti\u00eau \u0111\u00f3.<\/p>\n<p>Chi\u1ebfn l\u01b0\u1ee3c s\u1ea3n ph\u1ea9m ph\u1ea3i gi\u1ea3i quy\u1ebft \u0111\u01b0\u1ee3c nh\u1eefng c\u00e2u h\u1ecfi ch\u00ednh nh\u01b0 s\u1ea3n ph\u1ea9m n\u00e0y ph\u1ee5c v\u1ee5 cho ai? S\u1ea3n ph\u1ea9m mang l\u1ea1i l\u1ee3i \u00edch nh\u01b0 th\u1ebf n\u00e0o \u0111\u1ed1i v\u1edbi kh\u00e1ch h\u00e0ng v\u00e0 \u0111\u1eb7t \u0111\u01b0\u1ee3c c\u00e1c m\u1ee5c ti\u00eau kinh doanh, marketing c\u1ee7a doanh nghi\u1ec7p.<\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter wp-image-14653\" src=\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2022\/01\/chien-luoc-marketing-dtm-consulting-300x156.png\" alt=\"chi\u1ebfn l\u01b0\u1ee3c marketing dtm consulting\" width=\"600\" height=\"313\" srcset=\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2022\/01\/chien-luoc-marketing-dtm-consulting-300x156.png 300w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2022\/01\/chien-luoc-marketing-dtm-consulting-768x400.png 768w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2022\/01\/chien-luoc-marketing-dtm-consulting-260x136.png 260w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2022\/01\/chien-luoc-marketing-dtm-consulting-50x26.png 50w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2022\/01\/chien-luoc-marketing-dtm-consulting-144x75.png 144w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2022\/01\/chien-luoc-marketing-dtm-consulting.png 940w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/p>\n<h2>C\u00e1c th\u00e0nh ph\u1ea7n c\u1ee7a chi\u1ebfn l\u01b0\u1ee3c s\u1ea3n ph\u1ea9m<\/h2>\n<p>M\u1ed9t chi\u1ebfn l\u01b0\u1ee3c s\u1ea3n ph\u1ea9m n\u00ean g\u1ed3m c\u00e1c y\u1ebfu t\u1ed1 sau:<\/p>\n<ul>\n<li>Kh\u00e1ch h\u00e0ng\/th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau c\u1ee7a s\u1ea3n ph\u1ea9m v\u00e0 c\u00e1c nhu c\u1ea7u c\u1ee5 th\u1ec3 c\u1ea7n gi\u1ea3i quy\u1ebft<\/li>\n<li>C\u00e1c y\u1ebfu t\u1ed1 kh\u00e1c bi\u1ec7t ch\u00ednh c\u1ee7a s\u1ea3n ph\u1ea9m, <a href=\"https:\/\/dtmconsulting.vn\/en\/value-proposition-trong-marketing-la-gi\/\">gi\u00e1 tr\u1ecb \u0111\u1ec1 xu\u1ea5t (value proposition)<\/a><\/li>\n<li><a href=\"https:\/\/dtmconsulting.vn\/en\/su-khac-biet-giua-marketing-objectives-va-marketing-goals\/\">M\u1ee5c ti\u00eau kinh doanh, marketing<\/a> c\u1ee7a c\u00f4ng ty \u0111\u1ed1i v\u1edbi s\u1ea3n ph\u1ea9m<\/li>\n<\/ul>\n<h2><a href=\"https:\/\/dtmconsulting.vn\/en\/business-model\/\">M\u00f4 h\u00ecnh kinh doanh<\/a> chi\u1ebfn l\u01b0\u1ee3c s\u1ea3n ph\u1ea9m hi\u1ec7u qu\u1ea3<\/h2>\n<p>\u1ede ph\u1ea7n n\u00e0y, doanh nghi\u1ec7p c\u1ea7n l\u01b0u \u00fd t\u1eadp trung v\u00e0o c\u01a1 ch\u1ebf ph\u00e1t tri\u1ec3n chi\u1ebfn l\u01b0\u1ee3c s\u1ea3n ph\u1ea9m. Nh\u1eefng m\u00f4 h\u00ecnh kinh doanh n\u00e0o m\u00e0 m\u1ed9t c\u00f4ng ty n\u00ean xem x\u00e9t khi \u0111\u01b0a ra chi\u1ebfn l\u01b0\u1ee3c s\u1ea3n ph\u1ea9m? D\u01b0\u1edbi \u0111\u00e2y l\u00e0 m\u1ed9t v\u00e0i v\u00ed d\u1ee5 v\u1ec1 c\u00e1c m\u00f4 h\u00ecnh hi\u1ec7u qu\u1ea3 cho chi\u1ebfn l\u01b0\u1ee3c s\u1ea3n ph\u1ea9m.<\/p>\n<h3>1. Chi\u1ebfn l\u01b0\u1ee3c t\u0103ng tr\u01b0\u1edfng d\u1ef1a tr\u00ean s\u1ea3n ph\u1ea9m (product-led growth)<\/h3>\n<p>T\u0103ng tr\u01b0\u1edfng d\u1ef1a tr\u00ean s\u1ea3n ph\u1ea9m (PLG) l\u00e0 m\u1ed9t ph\u01b0\u01a1ng ph\u00e1p kinh doanh trong \u0111\u00f3 vi\u1ec7c chuy\u1ec3n \u0111\u1ed5i, m\u1edf r\u1ed9ng, chuy\u1ec3n \u0111\u1ed5i v\u00e0 gi\u1eef ch\u00e2n ng\u01b0\u1eddi d\u00f9ng \u0111\u1ec1u \u0111\u01b0\u1ee3c th\u00fac \u0111\u1ea9y ch\u1ee7 y\u1ebfu b\u1edfi ch\u00ednh s\u1ea3n ph\u1ea9m. Chi\u1ebfn l\u01b0\u1ee3c n\u00e0y t\u1ea1o ra s\u1ef1 li\u00ean k\u1ebft to\u00e0n c\u00f4ng ty gi\u1eefa c\u00e1c nh\u00f3m \u2014 t\u1eeb k\u1ef9 thu\u1eadt \u0111\u1ebfn b\u00e1n h\u00e0ng v\u00e0 marketing \u2014 xung quanh s\u1ea3n ph\u1ea9m nh\u01b0 l\u00e0 ngu\u1ed3n l\u1edbn nh\u1ea5t \u0111\u1ec3 t\u0103ng tr\u01b0\u1edfng kinh doanh b\u1ec1n v\u1eefng, c\u00f3 th\u1ec3 m\u1edf r\u1ed9ng.<\/p>\n<p>M\u1ed9t s\u1ed1 c\u00f4ng ty \u0111\u01b0\u1ee3c coi l\u00e0 th\u00e0nh c\u00f4ng khi \u0111i theo chi\u1ebfn l\u01b0\u1ee3c n\u00e0y nh\u01b0 <a href=\"https:\/\/www.pinterest.com\/\" target=\"_blank\" rel=\"noopener\">Pinterest<\/a>, Warby Parker ,<a href=\"https:\/\/www.typeform.com\/\" target=\"_blank\" rel=\"noopener\">Typeform,<\/a> Zapier, Hootsuite, Buffer,&#8230;. T\u1ea5t c\u1ea3 \u0111\u1ec1u l\u00e0 nh\u1eefng c\u00f4ng ty r\u1ea5t th\u00e0nh c\u00f4ng \u0111\u00e3 \u0111\u1ea1t \u0111\u01b0\u1ee3c t\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng nhanh ch\u00f3ng, c\u00f3 th\u1ec3 m\u1edf r\u1ed9ng b\u1eb1ng c\u00e1ch d\u1eabn \u0111\u1ea7u v\u1edbi s\u1ea3n ph\u1ea9m c\u1ee7a h\u1ecd ngay t\u1eeb ng\u00e0y \u0111\u1ea7u ti\u00ean.\u00a0C\u00e1c c\u00f4ng ty kh\u00e1c \u2014 ch\u1eb3ng h\u1ea1n nh\u01b0 HubSpot \u2014 \u0111\u00e3 chuy\u1ec3n \u0111\u1ed5i th\u00e0nh c\u00f4ng t\u1eeb c\u00e1ch ti\u1ebfp c\u1eadn d\u1ef1a v\u00e0o b\u00e1n h\u00e0ng sang h\u01b0\u1edbng s\u1ea3n ph\u1ea9m.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-12128 lazyload\" data-src=\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/11\/product-concept-la-gi-300x195.jpg\" alt=\"concept s\u1ea3n ph\u1ea9m l\u00e0 g\u00ec\" width=\"500\" height=\"324\" data-srcset=\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/11\/product-concept-la-gi-300x195.jpg 300w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/11\/product-concept-la-gi-225x146.jpg 225w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/11\/product-concept-la-gi-50x32.jpg 50w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/11\/product-concept-la-gi-116x75.jpg 116w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/11\/product-concept-la-gi.jpg 700w\" data-sizes=\"(max-width: 500px) 100vw, 500px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 500px; --smush-placeholder-aspect-ratio: 500\/324;\" \/><\/p>\n<h3>2. Chi\u1ebfn l\u01b0\u1ee3c ph\u00e2n kh\u00fac s\u1ea3n ph\u1ea9m (product segmentation)<\/h3>\n<p>Chi\u1ebfn l\u01b0\u1ee3c ph\u00e2n kh\u00fac s\u1ea3n ph\u1ea9m (product segmentation) l\u00e0 khi m\u1ed9t doanh nghi\u1ec7p chia s\u1ea3n ph\u1ea9m c\u1ee7a h\u1ecd th\u00e0nh nhi\u1ec1u ph\u00e2n kh\u00fac, m\u1ed7i ph\u00e2n kh\u00fac \u0111\u01b0\u1ee3c thi\u1ebft k\u1ebf \u0111\u1ec3 ph\u1ee5c v\u1ee5 cho m\u1ed9t ng\u00e0nh, nh\u00e2n kh\u1ea9u h\u1ecdc ho\u1eb7c ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng kh\u00e1c v\u00e0 c\u00e1ch th\u1ee9c doanh nghi\u1ec7p tri\u1ec3n khai \u0111\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c m\u1ee5c ti\u00eau \u0111\u00f3.<\/p>\n<p>\u1ede \u0111\u00e2y, s\u1ebd c\u00f3 nhi\u1ec1u ng\u01b0\u1eddi nh\u1ea7m l\u1eabn gi\u1eefa <a href=\"https:\/\/dtmconsulting.vn\/en\/cach-tien-hanh-phan-khuc-lua-chon-va-dinh-vi-thi-truong-muc-tieu\/\">ph\u00e2n \u0111o\u1ea1n th\u1ecb tr\u01b0\u1eddng (marketing segmentation)<\/a> v\u00e0 ph\u00e2n \u0111o\u1ea1n s\u1ea3n ph\u1ea9m (product segmentation). Ph\u00e2n \u0111o\u1ea1n s\u1ea3n ph\u1ea9m l\u00e0 khi m\u1ed9t c\u00f4ng ty \u0111i\u1ec1u ch\u1ec9nh s\u1ea3n ph\u1ea9m c\u1ee7a m\u00ecnh th\u00e0nh m\u1ed9t s\u1ed1 s\u1ea3n ph\u1ea9m kh\u00e1c nhau \u0111\u1ec3 thu h\u00fat c\u00e1c lo\u1ea1i kh\u00e1ch h\u00e0ng kh\u00e1c nhau ho\u1eb7c nh\u1eafm m\u1ee5c ti\u00eau c\u00e1c th\u1ecb tr\u01b0\u1eddng kh\u00e1c nhau.\u00a0Vi\u1ec7c ph\u00e2n \u0111o\u1ea1n s\u1ea3n ph\u1ea9m c\u00f3 th\u1ec3 l\u00e0m cho vi\u1ec7c ph\u00e2n \u0111o\u1ea1n th\u1ecb tr\u01b0\u1eddng tr\u1edf n\u00ean d\u1ec5 d\u00e0ng h\u01a1n b\u1eb1ng c\u00e1ch h\u1ea5p d\u1eabn tr\u1ef1c ti\u1ebfp h\u01a1n \u0111\u1ed1i v\u1edbi m\u1ee5c ti\u00eau.<\/p>\n<h3>3. Chi\u1ebfn l\u01b0\u1ee3c kh\u00e1c bi\u1ec7t h\u00f3a s\u1ea3n ph\u1ea9m (Product Differentiation)<\/h3>\n<div class=\"container-sm\">\n<h2><span style=\"font-size: 14px;\">S\u1ef1 kh\u00e1c bi\u1ec7t h\u00f3a s\u1ea3n ph\u1ea9m l\u00e0 vi\u1ec7c ti\u1ebfn h\u00e0nh t\u00e1ch bi\u1ec7t s\u1ea3n ph\u1ea9m v\u1edbi nh\u1eefng s\u1ea3n ph\u1ea9m kh\u00e1c tr\u00ean th\u1ecb tr\u01b0\u1eddng \u0111\u1ec3 t\u1ea1o ra l\u1ee3i th\u1ebf b\u00e1n h\u00e0ng kh\u00e1c bi\u1ec7t. <\/span><span style=\"font-size: 14px;\">B\u1eb1ng c\u00e1ch x\u00e2y d\u1ef1ng \u0111\u01b0\u1ee3c <a href=\"https:\/\/dtmconsulting.vn\/en\/usp-la-gi-usp-voi-chien-luoc-phat-trien-thuong-hieu\/\">USP (\u0111\u1ec1 xu\u1ea5t b\u00e1n h\u00e0ng \u0111\u1ed9c nh\u1ea5t)<\/a>,doanh nghi\u1ec7p c\u00f3 th\u1ec3 n\u00e2ng cao s\u1ea3n ph\u1ea9m c\u1ee7a m\u00ecnh trong t\u00e2m tr\u00ed ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u00e0 t\u1ea1o ra m\u1ed9t th\u1ecb tr\u01b0\u1eddng ng\u00e1ch c\u1ee5 th\u1ec3 cho s\u1ea3n ph\u1ea9m c\u1ee7a h\u1ecd.\u00a0<\/span><\/h2>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-12731 lazyload\" data-src=\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2021\/01\/dong-san-pham-product-line-1-300x143.jpg\" alt=\"d\u00f2ng-s\u1ea3n-ph\u1ea9m-product-line\" width=\"500\" height=\"238\" data-srcset=\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2021\/01\/dong-san-pham-product-line-1-300x143.jpg 300w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2021\/01\/dong-san-pham-product-line-1-1024x486.jpg 1024w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2021\/01\/dong-san-pham-product-line-1-768x365.jpg 768w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2021\/01\/dong-san-pham-product-line-1-260x124.jpg 260w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2021\/01\/dong-san-pham-product-line-1-50x24.jpg 50w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2021\/01\/dong-san-pham-product-line-1-150x71.jpg 150w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2021\/01\/dong-san-pham-product-line-1.jpg 1200w\" data-sizes=\"(max-width: 500px) 100vw, 500px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 500px; --smush-placeholder-aspect-ratio: 500\/238;\" \/><\/p>\n<h4>M\u1ed9t s\u1ed1 chi\u1ebfn l\u01b0\u1ee3c kh\u00e1c bi\u1ec7t h\u00f3a s\u1ea3n ph\u1ea9m:<\/h4>\n<div class=\"container-sm\">\n<p>C\u00f3 nhi\u1ec1u c\u00e1ch \u0111\u1ec3 b\u1ea1n c\u00f3 th\u1ec3 ph\u00e2n bi\u1ec7t s\u1ea3n ph\u1ea9m c\u1ee7a m\u00ecnh, nh\u01b0ng tr\u01b0\u1edbc ti\u00ean, \u0111i\u1ec1u quan tr\u1ecdng l\u00e0 ph\u1ea3i x\u00e1c \u0111\u1ecbnh lo\u1ea1i kh\u00e1c bi\u1ec7t n\u00e0o ph\u00f9 h\u1ee3p nh\u1ea5t cho s\u1ea3n ph\u1ea9m d\u1ef1 tr\u00ean:<\/p>\n<\/div>\n<div class=\"container-sm\">\n<ul>\n<li><strong>S\u1ef1 kh\u00e1c bi\u1ec7t h\u00f3a theo chi\u1ec1u ngang &#8211; <\/strong>S\u1ef1 kh\u00e1c\u00a0bi\u1ec7t h\u00f3a s\u1ea3n ph\u1ea9m theo chi\u1ec1u ngang \u0111\u1ec1 c\u1eadp \u0111\u1ebfn m\u1ed9t \u0111\u1eb7c \u0111i\u1ec3m duy nh\u1ea5t m\u00e0 s\u1ea3n ph\u1ea9m c\u1ee7a b\u1ea1n c\u00f3 m\u00e0 s\u1ea3n ph\u1ea9m kh\u00e1c kh\u00f4ng cung c\u1ea5p.\u00a0N\u00f3 c\u00f3 th\u1ec3 l\u00e0 m\u1ed9t t\u00ednh n\u0103ng m\u00e0 c\u00e1c s\u1ea3n ph\u1ea9m t\u01b0\u01a1ng t\u1ef1 kh\u00e1c kh\u00f4ng c\u00f3.\u00a0S\u1ef1 kh\u00e1c bi\u1ec7t theo chi\u1ec1u ngang th\u01b0\u1eddng t\u1eadp trung v\u00e0o c\u00e1c t\u00ednh n\u0103ng \u0111\u1ed9c \u0111\u00e1o ch\u1ee9 kh\u00f4ng ph\u1ea3i \u0111i\u1ec3m gi\u00e1.<\/li>\n<li><strong>S\u1ef1 kh\u00e1c bi\u1ec7t h\u00f3a theo chi\u1ec1u d\u1ecdc &#8211; <\/strong>S\u1ef1\u00a0kh\u00e1c bi\u1ec7t h\u00f3a s\u1ea3n ph\u1ea9m theo chi\u1ec1u d\u1ecdc t\u1eadp trung v\u00e0o h\u1ec7 th\u1ed1ng ph\u00e2n c\u1ea5p v\u00e0 x\u1ebfp h\u1ea1ng c\u00e1c s\u1ea3n ph\u1ea9m theo c\u1ea5p d\u1ecdc t\u1eeb t\u1ed1t nh\u1ea5t \u0111\u1ebfn k\u00e9m nh\u1ea5t.\u00a0M\u1ee5c ti\u00eau c\u1ee7a vi\u1ec7c l\u00e0m vi\u1ec7c v\u1edbi s\u1ef1 kh\u00e1c bi\u1ec7t theo chi\u1ec1u d\u1ecdc l\u00e0 \u0111\u1ec3 t\u00ednh n\u0103ng s\u1ea3n ph\u1ea9m c\u1ee5 th\u1ec3 c\u1ee7a b\u1ea1n di chuy\u1ec3n t\u1eeb c\u1ea5p ph\u00e2n c\u1ea5p l\u00ean \u0111\u1ea7u.<\/li>\n<li><strong>S\u1ef1 kh\u00e1c bi\u1ec7t h\u00f3a h\u1ed7n h\u1ee3p &#8211; <\/strong>S\u1ef1 kh\u00e1c\u00a0bi\u1ec7t h\u00f3a s\u1ea3n ph\u1ea9m h\u1ed7n h\u1ee3p l\u00e0 s\u1ef1 k\u1ebft h\u1ee3p c\u1ee7a c\u1ea3 chi\u1ec1u d\u1ecdc v\u00e0 chi\u1ec1u ngang.\u00a0Trong tr\u01b0\u1eddng h\u1ee3p n\u00e0y, b\u1ea1n c\u00f3 m\u1ed9t t\u00ednh n\u0103ng duy nh\u1ea5t gi\u00fap ph\u00e2n bi\u1ec7t s\u1ea3n ph\u1ea9m c\u1ee7a b\u1ea1n v\u1edbi \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh v\u00e0 b\u1ea1n mu\u1ed1n t\u00ednh n\u0103ng n\u00e0y l\u00e0 t\u00ednh n\u0103ng s\u1ea3n ph\u1ea9m mong mu\u1ed1n nh\u1ea5t \u0111\u1ec3 di chuy\u1ec3n s\u1ea3n ph\u1ea9m c\u1ee7a b\u1ea1n l\u00ean \u0111\u1ea7u b\u1eadc ph\u00e2n c\u1ea5p.<\/li>\n<\/ul>\n<p><strong>B\u00e0i vi\u1ebft li\u00ean quan: <a href=\"https:\/\/dtmconsulting.vn\/en\/tai-sao-phai-hieu-khach-hang-neu-muon-ban-hang\/\">Mu\u1ed1n b\u00e1n \u0111\u01b0\u1ee3c s\u1ea3n ph\u1ea9m ph\u1ea3i t\u00ecm hi\u1ec3u kh\u00e1ch h\u00e0ng! V\u00ec sao? V\u00e0 l\u00e0m nh\u01b0 th\u1ebf n\u00e0o?<\/a>\u00a0<\/strong><\/p>\n<\/div>\n<\/div>\n<h2>K\u1ebft lu\u1eadn<\/h2>\n<\/div>\n<\/div>\n<p>Ch\u00eca kh\u00f3a khi \u0111\u1ecbnh h\u01b0\u1edbng chi\u1ebfn l\u01b0\u1ee3c cho s\u1ea3n ph\u1ea9m c\u1ea7n \u0111\u1ea3m b\u1ea3o r\u1eb1ng 1) s\u1ea3n ph\u1ea9m (h\u00e0ng h\u00f3a, d\u1ecbch v\u1ee5) gi\u1ea3i quy\u1ebft \u0111\u01b0\u1ee3c v\u1ea5n \u0111\u1ec1 c\u1ee5 th\u1ec3 c\u1ee7a kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau\u00a0 b\u1ea1n \u0111ang g\u1eb7p ph\u1ea3i v\u00e0 2) s\u1ea3n ph\u1ea9m c\u1ee7a doanh nghi\u1ec7p gi\u00fap kh\u00e1ch h\u00e0ng gi\u1ea3i quy\u1ebft v\u1ea5n \u0111\u1ec1 \u0111\u00f3 thu\u1eadn l\u1ee3i, t\u1ed1t h\u01a1n \u0111\u1ed1i th\u1ee7.<\/p>\n<p>N\u1ebfu b\u1ea1n v\u1eabn c\u00f3 nh\u1eefng b\u0103n kho\u0103n khi \u0111\u01b0a ra quy\u1ebft \u0111\u1ecbnh chi\u1ebfn l\u01b0\u1ee3c s\u1ea3n ph\u1ea9m cho s\u1ea3n ph\u1ea9m, s\u1ea3n ph\u1ea9m m\u1edbi c\u1ee7a doanh nghi\u1ec7p, h\u00e3y\u00a0<strong><a href=\"https:\/\/dtmconsulting.vn\/en\/lien-he\/\">LI\u00caN H\u1ec6 T\u01af V\u1ea4N<\/a>\u00a0\u0111\u1ec3 nh\u1eadn ph\u00e2n t\u00edch, \u0111\u00e1nh gi\u00e1 t\u1eeb chuy\u00ean gia \u0111\u1ed1i v\u1edbi tr\u01b0\u1eddng h\u1ee3p ph\u00e2n ph\u1ed1i s\u1ea3n ph\u1ea9m c\u1ee7a b\u1ea1n<\/strong><\/p>\n<p style=\"text-align: right;\">Tham kh\u1ea3o: <a href=\"https:\/\/productfolio.com\/product-differentiation\/\" target=\"_blank\" rel=\"noopener\">productfolio<\/a>, <a href=\"https:\/\/peekage.com\/blog\/product-marketing-strategies\" target=\"_blank\" rel=\"noopener\">Peekage<\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>\u0110\u1ec3 c\u00f3 th\u1ec3 b\u00e1n \u0111\u01b0\u1ee3c s\u1ea3n ph\u1ea9m, doanh nghi\u1ec7p c\u1ea7n truy\u1ec1n th\u00f4ng, marketing \u0111\u1ec3 kh\u00e1ch h\u00e0ng bi\u1ebft v\u1ec1 s\u1ea3n ph\u1ea9m \u0111\u00f3. Tuy nhi\u00ean, kh\u00f4ng ph\u1ea3i doanh nghi\u1ec7p n\u00e0o c\u0169ng bi\u1ebft c\u00e1ch marketing s\u1ea3n ph\u1ea9m hi\u1ec7u qu\u1ea3 v\u00e0 t\u1ed1i \u01b0u. Marketing m\u1ed9t s\u1ea3n ph\u1ea9m kh\u00f4ng c\u00f3 ngh\u0129a l\u00e0 b\u1ea1n c\u1ee9 tr\u01b0ng b\u00e0y s\u1ea3n ph\u1ea9m \u0111\u00f3 \u1edf [&hellip;]<\/p>","protected":false},"author":20,"featured_media":14655,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"footnotes":""},"categories":[128,74],"tags":[644,688,683,682,672],"class_list":["post-14648","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-chia-se-kien-thuc","category-blog","tag-chien-luoc-marketing","tag-chien-luoc-marketing-cho-san-pham","tag-chien-luoc-phat-trien-san-pham","tag-phat-trien-san-pham-moi","tag-san-pham",""],"_links":{"self":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/14648","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=14648"}],"version-history":[{"count":9,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/14648\/revisions"}],"predecessor-version":[{"id":15661,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/14648\/revisions\/15661"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/media\/14655"}],"wp:attachment":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/media?parent=14648"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/categories?post=14648"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/tags?post=14648"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}