{"id":14709,"date":"2022-02-24T10:08:34","date_gmt":"2022-02-24T03:08:34","guid":{"rendered":"https:\/\/dtmconsulting.vn\/?p=14709"},"modified":"2022-03-14T11:42:11","modified_gmt":"2022-03-14T04:42:11","slug":"chien-luoc-marketing-san-pham-moi","status":"publish","type":"post","link":"https:\/\/dtmconsulting.vn\/en\/chien-luoc-marketing-san-pham-moi\/","title":{"rendered":"5 chi\u1ebfn l\u01b0\u1ee3c marketing s\u1ea3n ph\u1ea9m m\u1edbi gi\u00fap doanh nghi\u1ec7p th\u00e0nh c\u00f4ng"},"content":{"rendered":"

Vi\u1ec7c x\u00e1c \u0111\u1ecbnh, x\u00e2y d\u1ef1ng chi\u1ebfn l\u01b0\u1ee3c marketing s\u1ea3n ph\u1ea9m m\u1edbi ra m\u1eaft th\u1ecb tr\u01b0\u1eddng l\u00e0 kh\u00e2u v\u00f4 c\u00f9ng quan tr\u1ecdng, quy\u1ebft \u0111\u1ecbnh s\u1ef1 th\u00e0nh c\u00f4ng hay th\u1ea5t b\u1ea1i c\u1ee7a s\u1ea3n ph\u1ea9m \u0111\u00f3. Th\u1eadm ch\u00ed, trong nhi\u1ec1u tr\u01b0\u1eddng h\u1ee3p, doanh nghi\u1ec7p b\u1ecb ph\u1ee5 thu\u1ed9c v\u00e0o m\u1ed9t v\u00e0i s\u1ea3n ph\u1ea9m nh\u1ea5t \u0111\u1ecbnh, th\u00ec s\u1ea3n ph\u1ea9m \u0111\u00f3 l\u00e0 y\u1ebfu t\u1ed1 quy\u1ebft \u0111\u1ecbnh c\u1ee7a doanh nghi\u1ec7p.<\/span><\/i><\/p>\n

Chi\u1ebfn l\u01b0\u1ee3c marketing l\u00e0 \u0111\u1ecbnh h\u01b0\u1edbng d\u1eabn d\u1eaft ho\u1ea1t \u0111\u1ed9ng marketing, b\u00e1n h\u00e0ng c\u1ee7a doanh nghi\u1ec7p tr\u00ean th\u1ecb tr\u01b0\u1eddng trong m\u1ed9t kho\u1ea3ng th\u1eddi gian nh\u1ea5t \u0111\u1ecbnh. Chi\u1ebfn l\u01b0\u1ee3c x\u00e1c \u0111\u1ecbnh r\u00f5 c\u00e1c m\u1ee5c ti\u00eau marketing nh\u1ea5t \u0111\u1ecbnh c\u1ee7a doanh nghi\u1ec7p v\u00e0 m\u1ed9t ch\u01b0\u01a1ng tr\u00ecnh marketing \u0111\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c m\u1ee5c ti\u00eau \u0111\u00f3.<\/span><\/p>\n

S\u1ea3n ph\u1ea9m m\u1edbi l\u00e0 m\u1ed9t s\u1ea3n ph\u1ea9m ch\u01b0a t\u1eebng c\u00f3 tr\u00ean th\u1ecb tr\u01b0\u1eddng ho\u1eb7c s\u1ea3n ph\u1ea9m \u0111\u00e3 c\u00f3 tr\u00ean th\u1ecb tr\u01b0\u1eddng nh\u01b0ng \u0111\u00e3 c\u00f3 s\u1ef1 thay \u0111\u1ed5i, \u0111i\u1ec1u ch\u1ec9nh nh\u1ea5t \u0111\u1ecbnh. Trong giai \u0111o\u1ea1n \u0111\u1ea7u tri\u1ec3n khai ra m\u1eaft, chi\u1ebfn l\u01b0\u1ee3c marketing, b\u00e1n h\u00e0ng \u0111\u1ec3 s\u1ea3n ph\u1ea9m c\u00f3 th\u1ec3 nhanh ch\u00f3ng \u0111\u01b0\u1ee3c ng\u01b0\u1eddi d\u00f9ng nh\u1eadn di\u1ec7n v\u00e0 mua l\u00e0 r\u1ea5t quan tr\u1ecdng, n\u1ebfu kh\u00f4ng doanh nghi\u1ec7p s\u1ebd m\u1ea5t v\u1ecb th\u1ebf, kh\u00f4ng \u0111\u1ee7 chi ph\u00ed \u0111\u1ec3 xoay v\u00f2ng v\u1ed1n. Ch\u00ednh v\u00ec v\u1eady, DTM Consulting \u0111\u00e3 t\u1ed5ng h\u1ee3p m\u1ed9t s\u1ed1 chi\u1ebfn l\u01b0\u1ee3c marketing s\u1ea3n ph\u1ea9m m\u1edbi m\u00e0 doanh nghi\u1ec7p n\u00ean ch\u00fa \u00fd v\u00e0 c\u00e2n nh\u1eafc.<\/span><\/p>\n

M\u1ed9t s\u1ed1 chi\u1ebfn l\u01b0\u1ee3c marketing s\u1ea3n ph\u1ea9m m\u1edbi trong giai \u0111o\u1ea1n \u0111\u1ea7u ra m\u1eaft th\u1ecb tr\u01b0\u1eddng<\/b><\/h2>\n

1. T\u1ea1o ra ho\u1eb7c t\u0103ng th\u00eam gi\u00e1 tr\u1ecb gia t\u0103ng cho s\u1ea3n ph\u1ea9m\u00a0<\/b><\/h3>\n

M\u1ed9t c\u00e1ch nhi\u1ec1u doanh nghi\u1ec7p \u00e1p d\u1ee5ng hi\u1ec7n nay \u0111\u1ec3 kh\u00e1c bi\u1ec7t so v\u1edbi \u0111\u1ed1i th\u1ee7 \u0111\u1ed3ng th\u1eddi thu h\u00fat ng\u01b0\u1eddi mua h\u01a1n, \u0111\u00f3 l\u00e0 \u0111\u01b0a ra c\u00e1c ti\u1ec7n \u00edch\/t\u00ednh n\u0103ng ho\u1eb7c d\u1ecbch v\u1ee5 b\u1ed5 tr\u1ee3 \u0111i k\u00e8m theo s\u1ea3n ph\u1ea9m ch\u00ednh. Tr\u00ean th\u1ef1c th\u1ebf, c\u00f4ng ty c\u00f3 th\u1ec3 t\u0103ng gi\u00e1 tr\u1ecb cho s\u1ea3n ph\u1ea9m b\u1eb1ng c\u00e1ch s\u1eed d\u1ee5ng bao b\u00ec thu h\u00fat, th\u00e2n thi\u1ec7n v\u1edbi m\u00f4i tr\u01b0\u1eddng; h\u01b0\u1edbng d\u1eabn s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m chi ti\u1ebft, d\u1ec5 hi\u1ec3u; x\u00e2y d\u1ef1ng v\u00e0 ph\u00e1t tri\u1ec3n\u00a0 d\u1ecbch v\u1ee5 ch\u0103m s\u00f3c kh\u00e1ch h\u00e0ng, h\u1eadu m\u00e3i, b\u1ea3o h\u00e0nh s\u1ea3n ph\u1ea9m<\/span><\/p>\n

Ngo\u00e0i ra, doanh nghi\u1ec7p th\u00e2m nh\u1eadp th\u1ecb tr\u01b0\u1eddng mu\u1ed9n h\u01a1n c\u00f3 th\u1ec3 kh\u00f4ng c\u1ea7n t\u1ea1o th\u00eam gi\u00e1 tr\u1ecb b\u1eb1ng c\u00e1ch b\u1ed5 sung c\u00f4ng d\u1ee5ng m\u1edbi cho s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5 m\u00e0 marketer c\u00f3 th\u1ec3\u00a0 t\u1eadp trung ho\u1ea1t \u0111\u1ed9ng marketing, truy\u1ec1n th\u00f4ng \u0111\u1ebfn v\u1edbi kh\u00e1ch h\u00e0ng\u00a0 c\u00e1c \u0111\u1eb7c t\u00ednh s\u1ea3n ph\u1ea9m \u0111\u00e3 c\u00f3 nh\u01b0ng ch\u01b0a \u0111\u01b0\u1ee3c \u0111\u1ed1i th\u1ee7 khai th\u00e1c nhi\u1ec1u. Ch\u1eb3ng h\u1ea1n, b\u1eb1ng c\u00e1ch so s\u00e1nh s\u1ea3n ph\u1ea9m m\u1edbi v\u1edbi nh\u1eefng s\u1ea3n ph\u1ea9m c\u0169 tr\u00ean th\u1ecb tr\u01b0\u1eddng ho\u1eb7c h\u01b0\u1edbng s\u1ef1 ch\u00fa \u00fd c\u1ee7a kh\u00e1ch h\u00e0ng t\u1edbi c\u00e1c \u01b0u th\u1ebf trong quy tr\u00ecnh s\u1ea3n xu\u1ea5t s\u1ea3n ph\u1ea9m (nh\u01b0 s\u1ea3n ph\u1ea9m \u0111\u01b0\u1ee3c s\u1ea3n xu\u1ea5t ngay t\u1ea1i \u0111\u1ecba ph\u01b0\u01a1ng, c\u00f4ng ngh\u1ec7 s\u1ea3n xu\u1ea5t ti\u00ean ti\u1ebfn, lao \u0111\u1ed9ng l\u00e0nh ngh\u1ec1, bao b\u00ec c\u00f3 th\u1ec3 t\u00e1i ch\u1ebf, \u2026).<\/span><\/p>\n

2. Khai th\u00e1c c\u00e1c l\u1ee3i th\u1ebf c\u1ee7a s\u1ea3n ph\u1ea9m m\u1edbi v\u1edbi t\u1eebng nh\u00f3m \u0111\u1ed1i t\u01b0\u1ee3ng ph\u00f9 h\u1ee3p<\/b><\/h3>\n

Nhi\u1ec1u quan \u0111i\u1ec3m hi\u1ec7n nay cho r\u1eb1ng c\u00e1c s\u1ea3n ph\u1ea9m m\u1edbi thu h\u00fat s\u1ef1 ch\u00fa \u00fd c\u1ee7a t\u1eebng nh\u00f3m kh\u00e1ch h\u00e0ng kh\u00e1c nhau t\u1ea1i t\u1eebng th\u1eddi \u0111i\u1ec3m kh\u00e1c nhau. Trong \u0111\u00f3, ph\u00e2n ra th\u00e0nh 2 nh\u00f3m kh\u00e1ch h\u00e0ng ch\u00ednh: (1) Ng\u01b0\u1eddi mua h\u00e0ng \u0111\u1ea7u ti\u00ean (ng\u01b0\u1eddi ti\u00ean phong) s\u1eb5n l\u00f2ng th\u1eed nghi\u1ec7m s\u1ea3n ph\u1ea9m m\u1edbi tr\u01b0\u1edbc ti\u00ean; (2) Ng\u01b0\u1eddi mua h\u00e0ng theo s\u1ed1 \u0111\u00f4ng (chi\u1ebfm \u0111a s\u1ed1 b\u1ed9 ph\u1eadn kh\u00e1ch h\u00e0ng).<\/span><\/p>\n

\"chu<\/p>\n

Nh\u00f3m ng\u01b0\u1eddi mua trong giai \u0111o\u1ea1n \u0111\u1ea7u th\u00f4ng th\u01b0\u1eddng t\u00ecm ki\u1ebfm nh\u1eefng l\u1ee3i \u00edch mang t\u00ednh c\u00e1 nh\u00e2n h\u01a1n nh\u01b0: m\u00f9i v\u1ecb h\u1ea5p d\u1eabn, h\u00ecnh th\u1ee9c \u0111\u1eb9p ho\u1eb7c \u0111\u01a1n gi\u1ea3n mu\u1ed1n tr\u1ea3i nghi\u1ec7m c\u00e1i m\u1edbi, th\u1ecfa m\u00e3n s\u1edf th\u00edch, c\u1ea3m gi\u00e1c l\u00e0 ng\u01b0\u1eddi ti\u00ean phong, d\u1eabn \u0111\u1ea7u xu h\u01b0\u1edbng. Trong khi \u0111\u00f3, nh\u00f3m kh\u00e1ch h\u00e0ng \u1edf giai \u0111o\u1ea1n sau th\u01b0\u1eddng b\u1ecb h\u1ea5p d\u1eabn b\u1edfi c\u00e1c ti\u1ec7n \u00edch, t\u00ednh n\u0103ng n\u1ed5i b\u1eadt c\u1ee7a s\u1ea3n ph\u1ea9m so v\u1edbi c\u00e1c s\u1ea3n ph\u1ea9m kh\u00e1c \u0111ang c\u00f3 m\u1eb7t tr\u00ean th\u1ecb tr\u01b0\u1eddng. V\u00ed d\u1ee5 s\u1ea3n ph\u1ea9m m\u1edbi c\u00f3 th\u1ec3 gi\u00fap h\u1ecd ti\u1ebft ki\u1ec7m \u0111\u01b0\u1ee3c th\u1eddi gian, c\u00f4ng s\u1ee9c hay ti\u1ec1n b\u1ea1c. \u0110\u1eb7c \u0111i\u1ec3m c\u1ee7a nh\u00f3m kh\u00e1ch h\u00e0ng n\u00e0y th\u01b0\u1eddng c\u00f3 xu h\u01b0\u1edbng \u0111a nghi h\u01a1n n\u00ean doanh nghi\u1ec7p n\u00ean tr\u00e1nh \u0111\u01b0a qu\u00e1 nhi\u1ec1u th\u00f4ng tin th\u1ed5i ph\u1ed3ng hay t\u1ea1o ra nh\u1eefng qu\u1ea3ng c\u00e1o xa v\u1eddi v\u1ec1 s\u1ea3n ph\u1ea9m. H\u00e3y t\u1eadp trung v\u00e0o t\u00ednh n\u0103ng v\u00e0 l\u1ee3i \u00edch s\u1ea3n ph\u1ea9m m\u1edbi \u0111em l\u1ea1i. Tuy kh\u00f3 chinh ph\u1ee5c nh\u01b0ng \u0111\u00e2y m\u1edbi l\u00e0 nh\u00f3m kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau \u0111\u1ec3 b\u1ea1n ch\u0103m s\u00f3c tr\u1edf th\u00e0nh t\u1ec7p kh\u00e1ch h\u00e0ng trung th\u00e0nh.<\/span><\/p>\n

3. Khai th\u00e1c l\u1ee3i th\u1ebf gi\u00e1 th\u1ea5p<\/b><\/h3>\n

Chi\u1ebfn l\u01b0\u1ee3c gi\u00e1 th\u1ea5p n\u00e0y th\u01b0\u1eddng \u0111\u01b0\u1ee3c nhi\u1ec1u doanh nghi\u1ec7p s\u1eed d\u1ee5ng cho s\u1ea3n ph\u1ea9m m\u1edbi th\u00e2m nh\u1eadp v\u00e0o th\u1ecb tr\u01b0\u1eddng v\u00e0 mu\u1ed1n gi\u00e0nh l\u1ea5y th\u1ecb ph\u1ea7n c\u1ee7a \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh. N\u1ebfu s\u1ea3n ph\u1ea9m c\u1ee7a \u0111\u1ed1i th\u1ee7 ch\u01b0a \u0111\u1ea1t \u0111\u01b0\u1ee3c s\u1ef1 trung th\u00e0nh c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng, th\u00ec m\u1ed9t s\u1ea3n ph\u1ea9m c\u00f3 c\u00f9ng c\u00f4ng d\u1ee5ng nh\u01b0ng \u0111\u01b0\u1ee3c b\u00e1n v\u1edbi gi\u00e1 th\u1ea5p h\u01a1n s\u1ebd t\u1ea1o \u0111\u01b0\u1ee3c \u01b0u th\u1ebf h\u01a1n v\u00e0 c\u00f3 c\u01a1 h\u1ed9i gi\u00e0nh l\u1ea5y th\u1ecb ph\u1ea7n,\u00a0 \u00edt nh\u1ea5t l\u00e0 trong th\u1eddi gian \u0111\u1ea7u.\u00a0<\/span><\/p>\n

L\u01b0u \u00fd, khi doanh nghi\u1ec7p theo \u0111u\u1ed5i chi\u1ebfn l\u01b0\u1ee3c n\u00e0y n\u00ean c\u00f3 k\u1ebf ho\u1ea1ch chu\u1ea9n b\u1ecb s\u1eb5n s\u00e0ng \u0111\u1ed1i ph\u00f3 v\u1edbi nh\u1eefng bi\u1ebfn \u0111\u1ed9ng t\u1eeb th\u1ecb tr\u01b0\u1eddng, ho\u1ea1t \u0111\u1ed9ng marketing v\u00e0 x\u00fac ti\u1ebfn b\u00e1n c\u1ee7a \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh. Tr\u00ean th\u1ef1c t\u1ebf, doanh nghi\u1ec7p b\u1ea1n c\u00f3 th\u1ec3 s\u1ebd \u0111\u1ed1i m\u1eb7t v\u1edbi nguy c\u01a1 \u0111\u1ed1i th\u1ee7 kh\u00e1c b\u00e1n v\u1edbi gi\u00e1 th\u1ea5p h\u01a1n ho\u1eb7c t\u0103ng c\u01b0\u1eddng khuy\u1ebfn m\u00e3i v\u00e0 gi\u1ea3m gi\u00e1 cho kh\u00e1ch h\u00e0ng v\u00e0 h\u1ecd c\u00f3 l\u1ee3i th\u1ebf v\u1ec1 v\u1ed1n v\u00e0 t\u1ec7p kh\u00e1ch h\u00e0ng l\u00e2u n\u0103m. .<\/span><\/p>\n

>> b\u00e0i vi\u1ebft li\u00ean quan: C\u00e1c chi\u1ebfn l\u01b0\u1ee3c gi\u00e1 c\u1ea1nh tranh v\u1edbi \u0111\u1ed1i th\u1ee7 trong kinh doanh<\/a><\/strong><\/p>\n

4. Ph\u00e1t tri\u1ec3n h\u1ec7 th\u1ed1ng ph\u00e2n ph\u1ed1i s\u1ea3n ph\u1ea9m<\/b><\/h3>\n

M\u1ed9t c\u00e1ch \u0111\u1ec3 \u0111\u01b0a s\u1ea3n ph\u1ea9m ra th\u1ecb tr\u01b0\u1eddng nhanh ch\u00f3ng, hi\u1ec7u qu\u1ea3, ti\u1ebfp c\u1eadn \u0111\u1ebfn kh\u00e1ch h\u00e0nh t\u1ed1t nh\u1ea5t \u0111\u00f3 l\u00e0\u00a0 x\u00e2y d\u1ef1ng h\u1ec7 th\u1ed1ng ph\u00e2n ph\u1ed1i s\u1ea3n ph\u1ea9m\u00a0 \u0110\u00e2y l\u00e0 chi\u1ebfn l\u01b0\u1ee3c quan tr\u1ecdng h\u00e0ng \u0111\u1ea7u trong doanh nghi\u1ec7p \u0111\u1ec3 Marketing cho s\u1ea3n ph\u1ea9m m\u1edbi. Kh\u00f4ng c\u00f3 h\u1ec7 th\u1ed1ng ph\u00e2n ph\u1ed1i, s\u1ea3n ph\u1ea9m kh\u00f4ng \u0111\u1ebfn \u0111\u01b0\u1ee3c tay kh\u00e1ch h\u00e0ng th\u00ec m\u1ecdi chi\u1ebfn l\u01b0\u1ee3c nh\u01b0 c\u1ea1nh tranh gi\u00e1, tr\u01b0ng b\u00e0y, khuy\u1ebfn m\u00e3i,\u2026 k\u1ec3 tr\u00ean \u0111\u1ec1u tr\u1edf n\u00ean v\u00f4 ngh\u0129a v\u00ec kh\u00f4ng th\u1ec3 th\u1ef1c thi. M\u1ed9t khi x\u00e1c \u0111\u1ecbnh \u0111\u01b0\u1ee3c th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau cho s\u1ea3n ph\u1ea9m m\u1edbi, doanh nghi\u1ec7p c\u1ea7n x\u00e2y d\u1ef1ng k\u00eanh ph\u00e2n ph\u1ed1i ph\u00f9 h\u1ee3p. C\u00e1c k\u00eanh ph\u00e2n ph\u1ed1i ph\u1ed5 bi\u1ebfn hi\u1ec7n nay l\u00e0:<\/span><\/p>\n