{"id":14969,"date":"2022-04-08T14:44:16","date_gmt":"2022-04-08T07:44:16","guid":{"rendered":"https:\/\/dtmconsulting.vn\/?p=14969"},"modified":"2023-12-04T14:17:30","modified_gmt":"2023-12-04T07:17:30","slug":"xay-dung-thuong-hieu-doanh-nghiep-phong-cach","status":"publish","type":"post","link":"https:\/\/dtmconsulting.vn\/en\/xay-dung-thuong-hieu-doanh-nghiep-phong-cach\/","title":{"rendered":"C\u00e1ch t\u1ea1o chi\u1ebfn l\u01b0\u1ee3c x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u doanh nghi\u1ec7p c\u00f3 phong c\u00e1ch v\u00e0 ch\u1ea5t ri\u00eang"},"content":{"rendered":"

X\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u doanh nghi\u1ec7p hi\u1ec7n \u0111\u1ea1i h\u01b0\u1edbng \u0111\u1ebfn s\u1ef1 n\u0103ng \u0111\u1ed9ng, tinh t\u1ebf v\u00e0 s\u00e1ng t\u1ea1o. Khi th\u1ebf gi\u1edbi k\u1ef9 thu\u1eadt s\u1ed1 thay \u0111\u1ed5i c\u00e1ch th\u01b0\u01a1ng hi\u1ec7u v\u00e0 kh\u00e1ch h\u00e0ng k\u1ebft n\u1ed1i, c\u00e1c c\u00f4ng ty bu\u1ed9c ph\u1ea3i suy ngh\u0129 l\u1ea1i v\u1ec1 c\u00e1ch h\u1ecd ti\u1ebfp c\u1eadn th\u1ecb tr\u01b0\u1eddng c\u1ee7a m\u00ecnh.<\/span><\/i><\/p>\n

Ng\u00e0y nay, th\u1ebf gi\u1edbi c\u00f3 r\u1ea5t nhi\u1ec1u c\u00f4ng ty. Theo th\u1ed1ng k\u00ea trong <\/span>S\u00e1ch Tr\u1eafng doanh nghi\u1ec7p Vi\u1ec7t Nam n\u0103m 2020<\/span><\/a>, \u0111\u1ebfn ng\u00e0y 31-12-2019, c\u1ea3 n\u01b0\u1edbc c\u00f3 758.610 doanh nghi\u1ec7p \u0111ang ho\u1ea1t \u0111\u1ed9ng, trong \u0111\u00f3 c\u00f3 508.770 doanh nghi\u1ec7p \u0111ang ho\u1ea1t \u0111\u1ed9ng trong l\u0129nh v\u1ef1c d\u1ecbch v\u1ee5, chi\u1ebfm 67,1%. Trong m\u1ed9t th\u1ebf gi\u1edbi tr\u00e0n ng\u1eadp c\u00e1c doanh nghi\u1ec7p c\u1ea3 l\u1edbn v\u00e0 nh\u1ecf, ph\u01b0\u01a1ng ph\u00e1p x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u doanh nghi\u1ec7p c\u1ee7a b\u1ea1n kh\u00f4ng nh\u1ea5t thi\u1ebft ph\u1ea3i l\u00e0 d\u1eadp khu\u00f4n theo c\u00e1c m\u00f4 h\u00ecnh, chi\u1ebfn l\u01b0\u1ee3c \u0111\u00e3 \u0111\u01b0\u1ee3c th\u1eed nghi\u1ec7m v\u00e0 ki\u1ec3m ch\u1ee9ng m\u00e0 m\u1ecdi c\u00f4ng ty \u0111\u00e3 s\u1eed d\u1ee5ng trong 30 ho\u1eb7c 40 n\u0103m tr\u01b0\u1edbc.\u00a0<\/span><\/p>\n

Th\u01b0\u01a1ng hi\u1ec7u doanh nghi\u1ec7p l\u00e0 g\u00ec?\u00a0<\/b><\/h2>\n

M\u1ed9t th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ed9c \u0111\u00e1o c\u00f3 th\u1ec3 c\u00f3 t\u00e1c \u0111\u1ed9ng r\u1ea5t l\u1edbn \u0111\u1ebfn ho\u1ea1t \u0111\u1ed9ng kinh doanh c\u1ee7a c\u00f4ng ty. <\/span>N\u00f3 mang l\u1ea1i cho doanh nghi\u1ec7p l\u1ee3i th\u1ebf c\u1ea1nh tranh so v\u1edbi c\u00e1c \u0111\u1ed1i th\u1ee7 b\u1eb1ng c\u00e1ch cung c\u1ea5p m\u1ed9t \u0111i\u1ec3m kh\u00e1c bi\u1ec7t, gi\u00fap b\u1ea1n x\u00e2y d\u1ef1ng m\u1ed1i quan h\u1ec7 v\u1edbi kh\u00e1ch h\u00e0ng v\u00e0 h\u01a1n th\u1ebf n\u1eefa.\u00a0<\/span><\/p>\n

\u201cTh\u01b0\u01a1ng hi\u1ec7u l\u00e0 t\u00e0i s\u1ea3n v\u00f4 h\u00ecnh c\u1ee7a m\u1ed9t c\u00f4ng ty\u201d<\/b>.<\/span><\/p>\n

Th\u1ebf gi\u1edbi hi\u1ec7n nay \u0111\u00e3 bu\u1ed9c th\u01b0\u01a1ng hi\u1ec7u doanh nghi\u1ec7p tr\u1edf n\u00ean \u00edt kinh doanh h\u01a1n v\u00e0 mang t\u00ednh nh\u00e2n v\u0103n h\u01a1n. N\u00f3i c\u00e1ch kh\u00e1c, doanh nghi\u1ec7p ng\u00e0y nay kh\u00f4ng ch\u1ec9 <\/span>ch\u1ecdn m\u1ed9t c\u00e1i t\u00ean<\/span><\/a> v\u00e0 bi\u1ec3u t\u01b0\u1ee3ng n\u1eefa m\u00e0 \u0111ang k\u1ec3 m\u1ed9t c\u00e2u chuy\u1ec7n, t\u1ea1o bi\u1ec3u t\u01b0\u1ee3ng v\u00e0 \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn c\u1ea3m x\u00fac. B\u1eb1ng c\u00e1ch x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u c\u00f4ng ty m\u1ed9t c\u00e1ch c\u1ea9n th\u1eadn, doanh nghi\u1ec7p c\u00f3 th\u1ec3 thi\u1ebft l\u1eadp m\u1ed9t \u0111i\u1ec1u g\u00ec \u0111\u00f3 \u0111\u1ea3m b\u1ea3o m\u1ed1i quan h\u1ec7 duy nh\u1ea5t v\u1edbi kh\u00e1ch h\u00e0ng – \u0111\u01b0a c\u00f4ng ty v\u01b0\u1ee3t ra ngo\u00e0i m\u1ed1i quan h\u1ec7 ng\u01b0\u1eddi mua – ng\u01b0\u1eddi b\u00e1n ti\u00eau chu\u1ea9n.\u00a0<\/span><\/p>\n

>> Xem th\u00eam: <\/span>X\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u \u2013 H\u01b0\u1edbng d\u1eabn cho ng\u01b0\u1eddi m\u1edbi b\u1eaft \u0111\u1ea7u<\/span><\/a><\/p>\n

T\u1ea1o quy tr\u00ecnh x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u doanh nghi\u1ec7p c\u1ee7a b\u1ea1n: C\u00e1c b\u01b0\u1edbc \u0111\u1ec3 b\u1eaft \u0111\u1ea7u<\/b><\/h2>\n

M\u1ed9t trong nh\u1eefng \u0111i\u1ec1u khi\u1ebfn vi\u1ec7c x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u doanh nghi\u1ec7p tr\u1edf n\u00ean kh\u00f3 kh\u0103n, \u0111\u00f3 l\u00e0 th\u1ef1c t\u1ebf l\u00e0 kh\u00e1ch h\u00e0ng ng\u00e0y nay kh\u00f4ng coi tr\u1ecdng c\u00e1c c\u00f4ng ty. Tr\u00ean th\u1ef1c t\u1ebf, theo m\u1ed9t s\u1ed1 cu\u1ed9c kh\u1ea3o s\u00e1t, <\/span>54% kh\u00e1ch h\u00e0ng<\/span><\/a> t\u1ef1 nhi\u00ean kh\u00f4ng tin t\u01b0\u1edfng v\u00e0o c\u00e1c c\u00f4ng ty m\u00e0 h\u1ecd nh\u00ecn th\u1ea5y h\u00e0ng ng\u00e0y.<\/span><\/p>\n

M\u1ed9t s\u1ef1 th\u1eadt \u0111\u00e1ng ti\u1ebfc l\u00e0 c\u00e1c t\u1ed5 ch\u1ee9c ng\u00e0y nay kh\u00f4ng ch\u1ec9 c\u1ea1nh tranh v\u1edbi v\u00f4 s\u1ed1 nh\u1eefng ng\u01b0\u1eddi kh\u00e1c trong ng\u00e0nh c\u1ee7a h\u1ecd, h\u1ecd c\u00f2n li\u00ean t\u1ee5c \u0111\u1ea5u tranh \u0111\u1ec3 v\u01b0\u1ee3t qua s\u1ef1 ho\u00e0i nghi c\u1ee7a kh\u00e1n gi\u1ea3 m\u1ee5c ti\u00eau c\u1ee7a h\u1ecd. M\u1eb7c d\u00f9 quy tr\u00ecnh x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u doanh nghi\u1ec7p c\u00f3 th\u1ec3 gi\u00fap mang l\u1ea1i nh\u1eefng k\u1ebft n\u1ed1i c\u1ea7n thi\u1ebft trong ng\u00e0nh c\u1ee7a c\u00f4ng ty, nh\u01b0ng c\u00e1ch ti\u1ebfp c\u1eadn truy\u1ec1n th\u1ed1ng nh\u00e0m ch\u00e1n s\u1ebd kh\u00f4ng mang l\u1ea1i k\u1ebft qu\u1ea3 ph\u00f9 h\u1ee3p. Thay v\u00e0o \u0111\u00f3, doanh nghi\u1ec7p s\u1ebd c\u1ea7n ph\u1ea3i t\u1eebng b\u01b0\u1edbc<\/span> x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u<\/span><\/a> c\u1ee7a m\u00ecnh, t\u1eadp trung v\u00e0o t\u00ednh s\u00e1ng t\u1ea1o v\u00e0 t\u00ednh x\u00e1c th\u1ef1c.<\/span><\/p>\n

B\u01b0\u1edbc 1: Kh\u00e1m ph\u00e1 kh\u00e1ch h\u00e0ng v\u00e0 k\u1ebft tinh l\u1eddi h\u1ee9a th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a doanh nghi\u1ec7p<\/b><\/h3>\n

Trong nh\u1eefng n\u0103m tr\u01b0\u1edbc \u0111\u00e2y, c\u00e1c chi\u1ebfn l\u01b0\u1ee3c x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u doanh nghi\u1ec7p th\u01b0\u1eddng r\u1ed9ng h\u01a1n nhi\u1ec1u so v\u1edbi ng\u00e0y nay. C\u00e1c c\u00f4ng ty truy\u1ec1n th\u1ed1ng cho r\u1eb1ng ph\u01b0\u01a1ng ph\u00e1p ti\u1ebfp c\u1eadn th\u01b0\u01a1ng hi\u1ec7u theo bao ph\u1ee7 l\u00e0 c\u00e1ch t\u1ed1t nh\u1ea5t \u0111\u1ec3 c\u00f3 \u0111\u01b0\u1ee3c c\u00e0ng nhi\u1ec1u kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng c\u00e0ng t\u1ed1t. R\u1ed1t cu\u1ed9c, n\u1ebfu b\u1ea1n c\u1ed1 g\u1eafng thu h\u00fat m\u1ecdi ng\u01b0\u1eddi, b\u1ea1n s\u1ebd c\u00f3 \u0111\u01b0\u1ee3c th\u1ecb ph\u1ea7n l\u1edbn h\u01a1n, ph\u1ea3i kh\u00f4ng?<\/span><\/p>\n

Th\u1eadt kh\u00f4ng may, m\u1edf r\u1ed9ng kh\u00f4ng ph\u1ea3i l\u00e0 c\u00e1ch t\u1ed1t nh\u1ea5t \u0111\u1ec3 t\u0103ng doanh s\u1ed1 b\u00e1n h\u00e0ng c\u1ee7a doanh nghi\u1ec7p. Tr\u00ean th\u1ef1c t\u1ebf, c\u00f4ng ty c\u00e0ng c\u1ed1 g\u1eafng thu h\u00fat m\u1ecdi ng\u01b0\u1eddi, kh\u00e1ch h\u00e0ng c\u1ee7a b\u1ea1n c\u00e0ng tr\u1edf n\u00ean ch\u00e1n n\u1ea3n v\u00e0 m\u1ea5t thi\u1ec7n c\u1ea3m. C\u00e1c c\u00f4ng ty n\u00ean ch\u1ecdn m\u1ed9t \u0111\u1ed1i t\u01b0\u1ee3ng th\u00edch h\u1ee3p c\u1ee5 th\u1ec3, sau \u0111\u00f3 t\u0103ng g\u1ea5p \u0111\u00f4i t\u1ea7n su\u1ea5t ti\u1ebfp c\u1eadn, cu\u1ed1i c\u00f9ng s\u1ebd thu \u0111\u01b0\u1ee3c k\u1ebft qu\u1ea3 t\u1ed1t nh\u1ea5t. Khi doanh nghi\u1ec7p bi\u1ebft ch\u00ednh x\u00e1c m\u00ecnh \u0111ang k\u1ebft n\u1ed1i v\u1edbi ai, b\u1ea1n c\u00f3 th\u1ec3 tinh ch\u1ec9nh t\u1ea7m nh\u00ecn c\u1ee7a m\u00ecnh v\u00e0 k\u1ebft tinh l\u1eddi h\u1ee9a th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ec3 mang l\u1ea1i tr\u1ea3i nghi\u1ec7m ch\u00e2n th\u1ef1c h\u01a1n.<\/span><\/p>\n

B\u01b0\u1edbc 2: S\u1ed1ng th\u1eadt v\u00e0 gi\u00e0u c\u1ea3m x\u00fac<\/b><\/h3>\n

M\u1ed9t s\u1ed1 t\u1eadp \u0111o\u00e0n ph\u00e1t tri\u1ec3n l\u1edbn \u0111\u1ebfn m\u1ee9c h\u1ecd qu\u00ean m\u1ea5t vi\u1ec7c k\u1ebft n\u1ed1i v\u1edbi nh\u1eefng con ng\u01b0\u1eddi ri\u00eang l\u1ebb l\u00e0 nh\u01b0 th\u1ebf n\u00e0o. Tuy nhi\u00ean, ch\u00eca kh\u00f3a \u0111\u1ec3 th\u00e0nh c\u00f4ng trong th\u1ebf gi\u1edbi qu\u00e1 \u0111\u00f4ng \u0111\u00fac hi\u1ec7n nay l\u00e0 \u0111\u1ea3m b\u1ea3o r\u1eb1ng d\u00f9 doanh nghi\u1ec7p c\u00f3 l\u1edbn \u0111\u1ebfn \u0111\u00e2u c\u0169ng kh\u00f4ng bao gi\u1edd \u0111\u00e1nh m\u1ea5t s\u1ef1 li\u00ean l\u1ea1c c\u1ee7a con ng\u01b0\u1eddi.<\/span><\/p>\n

Khi c\u00f4ng ty \u0111ang thi\u1ebft k\u1ebf c\u00e1c chi\u1ebfn l\u01b0\u1ee3c x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u c\u00f4ng ty c\u1ee7a m\u00ecnh, h\u00e3y ngh\u0129 v\u1ec1 c\u00e1ch c\u00f3 th\u1ec3 tri\u1ec3n khai nhi\u1ec1u c\u1ea3m x\u00fac h\u01a1n v\u00e0o nh\u1eefng vi\u1ec7c m\u00e0 doanh nghi\u1ec7p l\u00e0m. Ch\u1eb3ng h\u1ea1n, c\u00f4ng ty c\u00f3 th\u1ec3 th\u00eam trang \u201cGi\u1edbi thi\u1ec7u v\u1ec1 ch\u00fang t\u00f4i\u201d v\u00e0o trang web \u0111\u1ec3 k\u1ec3 c\u00e2u chuy\u1ec7n th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u00ecnh kh\u00f4ng? B\u1ea1n c\u00f3 th\u1ec3 s\u00e1ng t\u1ea1o v\u1edbi c\u00e1c chi\u1ebfn d\u1ecbch marketing c\u1ee7a c\u00f4ng ty v\u00e0 gi\u1ea3i quy\u1ebft c\u00e1c v\u1ea5n \u0111\u1ec1 g\u00e2y \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn kh\u00e1n gi\u1ea3 kh\u00f4ng?\u00a0<\/span><\/p>\n

\"\"<\/p>\n

M\u1ed9t v\u00ed d\u1ee5 tuy\u1ec7t v\u1eddi l\u00e0 Dove v\u1edbi \u201cchi\u1ebfn d\u1ecbch cho v\u1ebb \u0111\u1eb9p th\u1ef1c s\u1ef1\u201d n\u0103m 2004, hay c\u00f2n g\u1ecdi l\u00e0 d\u1ef1 \u00e1n v\u1ec1 l\u00f2ng t\u1ef1 tr\u1ecdng c\u1ee7a Dove. B\u1eb1ng c\u00e1ch n\u00f3i v\u1edbi kh\u00e1ch h\u00e0ng r\u1eb1ng h\u1ecd \u0111\u1ec1u xinh \u0111\u1eb9p – kh\u00f4ng c\u00f3 v\u1ea5n \u0111\u1ec1 g\u00ec, Dove \u0111\u00e3 chuy\u1ec3n m\u00ecnh t\u1eeb m\u1ed9t c\u00f4ng ty x\u00e0 ph\u00f2ng, th\u00e0nh m\u1ed9t ngu\u1ed3n h\u1ed7 tr\u1ee3 cho nhi\u1ec1u ph\u1ee5 n\u1eef.<\/span><\/p>\n

>> Xem th\u00eam: <\/span>Nh\u00e2n c\u00e1ch h\u00f3a th\u01b0\u01a1ng hi\u1ec7u<\/span><\/a><\/p>\n

B\u01b0\u1edbc 3: V\u01b0\u1ee3t ra ngo\u00e0i nguy\u00ean m\u1eabu ti\u00eau chu\u1ea9n<\/b><\/h3>\n

Khi doanh nghi\u1ec7p \u0111ang x\u00e1c \u0111\u1ecbnh v\u00e0 ho\u00e0n thi\u1ec7n quy tr\u00ecnh x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u c\u00f4ng ty c\u1ee7a m\u00ecnh, s\u1ebd r\u1ea5t h\u1eefu \u00edch n\u1ebfu c\u00f3 c\u00e1c khung m\u1eabu c\u00f3 s\u1eb5n h\u1ed7 tr\u1ee3 cho c\u00f4ng ty \u0111\u00f3. V\u00ed d\u1ee5: khi ch\u1ecdn t\u00ednh c\u00e1ch c\u1ee7a m\u00ecnh, b\u1ea1n c\u00f3 th\u1ec3 chuy\u1ec3n sang 12 <\/span>\u201cnguy\u00ean m\u1eabu th\u01b0\u01a1ng hi\u1ec7u\u201d<\/span><\/a> truy\u1ec1n th\u1ed1ng . Nh\u1eefng nguy\u00ean m\u1eabu n\u00e0y v\u1ed1n \u0111\u01b0\u1ee3c h\u00ecnh th\u00e0nh b\u1edfi m\u1ed9t ng\u01b0\u1eddi \u0111\u00e0n \u00f4ng t\u00ean l\u00e0 Carl Jung. V\u1ec1 c\u01a1 b\u1ea3n, h\u1ecd nh\u00ecn v\u00e0o c\u00e1c nh\u00e2n v\u1eadt d\u1ec5 nh\u1eadn bi\u1ebft d\u01b0\u1eddng nh\u01b0 xu\u1ea5t hi\u1ec7n trong m\u1ecdi c\u00e2u chuy\u1ec7n trong su\u1ed1t l\u1ecbch s\u1eed ch\u1eb3ng h\u1ea1n: anh h\u00f9ng, k\u1ebb s\u1ed1ng ngo\u00e0i v\u00f2ng ph\u00e1p lu\u1eadt, nh\u00e0 th\u00e1m hi\u1ec3m, v.v.<\/span><\/p>\n

M\u1eb7c d\u00f9 m\u1ed9t ki\u1ec3u m\u1eabu\/ti\u00eau chu\u1ea9n m\u1eabu c\u00f3 th\u1ec3 gi\u00fap doanh nghi\u1ec7p ch\u1ecdn n\u1ec1n t\u1ea3ng cho t\u00ednh c\u00e1ch th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u00ecnh, nh\u01b0ng thi\u1ebft k\u1ebf th\u01b0\u01a1ng hi\u1ec7u doanh nghi\u1ec7p c\u00f2n nhi\u1ec1u \u0111i\u1ec1u h\u01a1n l\u00e0 ch\u1ecdn m\u1ed9t \u00f4 cho nh\u00e2n v\u1eadt l\u00fd t\u01b0\u1edfng c\u1ee7a b\u1ea1n..<\/span><\/p>\n

B\u01b0\u1edbc 4: Kh\u00f4ng ch\u1ec9 l\u00e0 m\u1ed9t c\u00f4ng ty “\u0111\u01a1n thu\u1ea7n”<\/b><\/h3>\n

Ng\u00e0y nay, kh\u00e1ch h\u00e0ng kh\u00f4ng mua t\u1eeb c\u00e1c t\u1eadp \u0111o\u00e0n, h\u1ecd mua t\u1eeb nh\u1eefng ng\u01b0\u1eddi kh\u00e1c. Kh\u00e1ch h\u00e0ng c\u1ee7a b\u1ea1n kh\u00f4ng ch\u1ec9 mu\u1ed1n doanh nghi\u1ec7p b\u00e1n cho h\u1ecd m\u1ed9t s\u1ea3n ph\u1ea9m tuy\u1ec7t v\u1eddi v\u1edbi gi\u00e1 h\u1ee3p l\u00fd m\u00e0 h\u1ecd c\u00f2n mu\u1ed1n c\u00f4ng ty \u0111\u00f3 chia s\u1ebb gi\u00e1 tr\u1ecb c\u1ee7a h\u1ecd, n\u1eafm l\u1ea5y t\u1ea7m nh\u00ecn c\u1ee7a h\u1ecd v\u00e0 hi\u1ec3u nhu c\u1ea7u c\u1ee7a h\u1ecd. \u0110i\u1ec1u n\u00e0y c\u00f3 ngh\u0129a l\u00e0 chi\u1ebfn l\u01b0\u1ee3c x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u doanh nghi\u1ec7p kh\u00f4ng ch\u1ec9 c\u1ea7n c\u00e1c h\u01b0\u1edbng d\u1eabn \u0111\u1ec3 tri\u1ec3n khai danh t\u00ednh v\u00e0 danh s\u00e1ch c\u00e1c t\u1eeb kh\u00f3a \u0111\u1ec3 cung c\u1ea5p th\u00f4ng tin cho c\u00e1c chi\u1ebfn d\u1ecbch marketing.<\/span><\/p>\n

Khi \u0111\u00e3 t\u00ecm th\u1ea5y \u0111\u1ed1i t\u01b0\u1ee3ng m\u1ee5c ti\u00eau v\u00e0 ch\u1ecdn \u0111\u01b0\u1ee3c t\u00ednh c\u00e1ch c\u1ee7a m\u00ecnh, doanh nghi\u1ec7p s\u1ebd c\u1ea7n ph\u1ea3i ch\u1ee9ng minh cho kh\u00e1ch h\u00e0ng th\u1ea5y r\u1eb1ng m\u00ecnh kh\u00f4ng ch\u1ec9 l\u00e0 m\u1ed9t t\u1ed5 ch\u1ee9c v\u00f4 t\u00e2m kh\u00e1c. \u0110i\u1ec1u \u0111\u00f3 kh\u00f4ng ch\u1ec9 \u0111\u01a1n gi\u1ea3n l\u00e0 t\u1eb7ng m\u1ed9t \u00edt ti\u1ec1n m\u1eb7t cho t\u1ed5 ch\u1ee9c t\u1eeb thi\u1ec7n m\u1ed7i th\u00e1ng. Ni\u1ec1m \u0111am m\u00ea c\u1ed1ng hi\u1ebfn c\u1ee7a doanh nghi\u1ec7p c\u1ea7n ph\u1ea3i \u0111\u01b0\u1ee3c \u0111\u01b0a v\u00e0o m\u1ee5c \u0111\u00edch th\u01b0\u01a1ng hi\u1ec7u. H\u00e3y nh\u00ecn v\u00e0o Patagonia, ch\u1eb3ng h\u1ea1n.<\/span><\/p>\n

Ngay t\u1eeb ng\u00e0y \u0111\u1ea7u ti\u00ean, <\/span>Patagonia \u0111\u00e3 h\u1ee9a s\u1ebd<\/span><\/a> x\u00e2y d\u1ef1ng nh\u1eefng s\u1ea3n ph\u1ea9m t\u1ed1t nh\u1ea5t cho kh\u00e1ch h\u00e0ng c\u1ee7a h\u1ecd, kh\u00f4ng g\u00e2y ra nh\u1eefng t\u00e1c h\u1ea1i kh\u00f4ng \u0111\u00e1ng c\u00f3 \u0111\u1ed1i v\u1edbi m\u00f4i tr\u01b0\u1eddng. H\u1ecd khuy\u1ebfn kh\u00edch ng\u01b0\u1eddi d\u00f9ng c\u1ee7a h\u1ecd kh\u00f4ng mua qu\u00e1 nhi\u1ec1u qu\u1ea7n \u00e1o, \u0111\u1ec3 gi\u1ea3m l\u00e3ng ph\u00ed trong x\u00e3 h\u1ed9i c\u1ee7a ch\u00fang ta. M\u1eb7c d\u00f9 b\u1ea1n c\u00f3 th\u1ec3 ngh\u0129 r\u1eb1ng m\u1ed9t \u00fd t\u01b0\u1edfng nh\u01b0 v\u1eady \u0111i ng\u01b0\u1ee3c l\u1ea1i v\u1edbi b\u1ea3n ch\u1ea5t c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u doanh nghi\u1ec7p, nh\u01b0ng c\u00e1ch ti\u1ebfp c\u1eadn c\u00f3 \u00fd th\u1ee9c x\u00e3 h\u1ed9i c\u1ee7a Patagonia \u0111\u00e3 khi\u1ebfn h\u1ecd tr\u1edf th\u00e0nh m\u1ed9t trong nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u ph\u1ed5 bi\u1ebfn nh\u1ea5t th\u1ebf gi\u1edbi.<\/span><\/p>\n

Chi\u1ebfn l\u01b0\u1ee3c x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u doanh nghi\u1ec7p phong c\u00e1ch: L\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 c\u00f3 c\u00e1 t\u00ednh ri\u00eang<\/b><\/h2>\n

Chi\u1ebfn l\u01b0\u1ee3c x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u doanh nghi\u1ec7p kh\u00f4ng ch\u1ec9 l\u00e0 m\u1ed9t chi\u1ebfn d\u1ecbch marketing v\u00e0 m\u1ed9t logo tuy\u1ec7t v\u1eddi. N\u00f3 c\u00f2n bao g\u1ed3m h\u01b0\u1edbng d\u1eabn c\u00e1ch k\u1ebft n\u1ed1i v\u1edbi kh\u00e1ch h\u00e0ng, t\u1ea1o ra nh\u1eadn th\u1ee9c \u0111\u00fang \u0111\u1eafn cho doanh nghi\u1ec7p, b\u1ea5t k\u1ec3 kinh doanh trong ng\u00e0nh n\u00e0o.<\/span><\/p>\n

\u0110\u01b0\u1ee3c s\u1eed d\u1ee5ng \u0111\u00fang c\u00e1ch, thi\u1ebft k\u1ebf th\u01b0\u01a1ng hi\u1ec7u c\u00f4ng ty ph\u00f9 h\u1ee3p c\u00f3 th\u1ec3 l\u00e0m cho doanh nghi\u1ec7p kh\u00e1c bi\u1ec7t v\u1edbi t\u1ea5t c\u1ea3 c\u00e1c t\u1ed5 ch\u1ee9c \u0111\u01b0\u1ee3c th\u00e0nh l\u1eadp tr\u01b0\u1edbc kh\u00e1c tr\u00ean th\u1ecb tr\u01b0\u1eddng. T\u1ea5t nhi\u00ean, k\u1ebft n\u1ed1i \u0111\u00fang c\u00e1ch v\u1edbi kh\u00e1ch h\u00e0ng trong th\u1ebf gi\u1edbi nh\u1ecbp \u0111\u1ed9 nhanh ng\u00e0y nay, c\u00f3 ngh\u0129a l\u00e0 l\u00e0m quen v\u1edbi kh\u00e1n gi\u1ea3 hi\u1ec7n \u0111\u1ea1i c\u1ee7a doanh nghi\u1ec7p v\u00e0 t\u00ecm c\u00e1ch tr\u1edf th\u00e0nh m\u1ed9t c\u00f4ng ty kh\u00f4ng ch\u1ec9 \u201c\u0111\u01a1n thu\u1ea7n\u201d trong m\u1eaft h\u1ecd.\u00a0<\/span><\/p>\n

D\u01b0\u1edbi \u0111\u00e2y l\u00e0 m\u1ed9t s\u1ed1 #T\u00edp hay \u0111\u1ec3 doanh nghi\u1ec7p c\u00f3 th\u1ec3 b\u1eaft \u0111\u1ea7u:<\/span><\/p>\n

1. Ki\u1ec3m tra th\u01b0\u01a1ng hi\u1ec7u hi\u1ec7n t\u1ea1i c\u1ee7a b\u1ea1n<\/b><\/h3>\n

B\u01b0\u1edbc \u0111\u1ea7u ti\u00ean \u0111\u1ec3 thay \u0111\u1ed5i m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u c\u00f4ng ty bu\u1ed3n t\u1ebb, kh\u00f4ng th\u00fa v\u1ecb ho\u1eb7c qu\u00e1 n\u1ed5i ti\u1ebfng l\u00e0 t\u00ecm ra v\u1ea5n \u0111\u1ec1 c\u1ee7a n\u00f3 ngay t\u1eeb \u0111\u1ea7u. Nhi\u1ec1u \u0111\u1ea1i l\u00fd x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u doanh nghi\u1ec7p cung c\u1ea5p d\u1ecbch v\u1ee5 kh\u1ea3o s\u00e1t nh\u01b0 m\u1ed9t trong nh\u1eefng b\u01b0\u1edbc \u0111\u1ea7u ti\u00ean c\u1ee7a chi\u1ebfn d\u1ecbch x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u. M\u1ed9t cu\u1ed9c kh\u1ea3o s\u00e1t y\u00eau c\u1ea7u b\u1ea1n xem x\u00e9t k\u1ef9 l\u01b0\u1ee1ng \u0111\u1eb7c \u0111i\u1ec3m nh\u1eadn d\u1ea1ng tr\u1ef1c quan, th\u00f4ng \u0111i\u1ec7p th\u01b0\u01a1ng hi\u1ec7u v\u00e0 t\u00e0i li\u1ec7u marketing, \u0111\u1ec3 b\u1ea1n c\u00f3 th\u1ec3 quy\u1ebft \u0111\u1ecbnh nh\u1eefng g\u00ec c\u1ea7n thay \u0111\u1ed5i v\u00e0 nh\u1eefng g\u00ec b\u1ea1n mu\u1ed1n gi\u1eef l\u1ea1i.<\/span><\/p>\n

V\u00ed d\u1ee5, n\u1ebfu doanh nghi\u1ec7p \u0111ang hy v\u1ecdng th\u1ec3 hi\u1ec7n m\u00ecnh l\u00e0 m\u1ed9t c\u00f4ng ty c\u1ed5 \u0111i\u1ec3n, th\u00ec tuy\u00ean ng\u00f4n th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a doanh nghi\u1ec7p c\u00f3 ph\u1ea3n \u00e1nh h\u00ecnh \u1ea3nh \u0111\u00f3 kh\u00f4ng hay n\u00f3 \u0111ang li\u00ean t\u1ee5c chuy\u1ec3n \u0111\u1ed5i gi\u1eefa hi\u1ec7n \u0111\u1ea1i v\u00e0 c\u1ed5 \u0111i\u1ec3n? Trong khi \u0111ang ki\u1ec3m tra th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u00ecnh, h\u00e3y \u0111\u1ec3 \u00fd b\u1ea5t k\u1ef3 d\u1ea5u hi\u1ec7u n\u00e0o cho th\u1ea5y doanh nghi\u1ec7p c\u00f3 th\u1ec3 khi\u1ebfn kh\u00e1ch h\u00e0ng nh\u00e0m ch\u00e1n. T\u1ef1 h\u1ecfi xem h\u00ecnh \u1ea3nh c\u1ee7a doanh nghi\u1ec7p c\u00f3 qu\u00e1 gi\u1ed1ng v\u1edbi h\u00ecnh \u1ea3nh c\u1ee7a c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh kh\u00f4ng. V\u00e0 s\u1ea3n ph\u1ea9m c\u1ee7a c\u00f4ng ty c\u00f3 gi\u1ed1ng v\u1edbi c\u1ea3m nh\u1eadn ch\u00ednh x\u00e1c nh\u01b0 c\u00e1c l\u1ef1a ch\u1ecdn kh\u00e1c tr\u00ean th\u1ecb tr\u01b0\u1eddng kh\u00f4ng? N\u1ebfu v\u1eady, c\u00f3 th\u1ec3 \u0111\u00e3 \u0111\u1ebfn l\u00fac suy ngh\u0129 l\u1ea1i USP c\u1ee7a b\u1ea1n.<\/span><\/p>\n

2. L\u00e0m m\u1ed9t \u0111i\u1ec1u ho\u00e0n to\u00e0n m\u1edbi<\/b><\/h3>\n

M\u1ed9t trong nh\u1eefng c\u00e1ch d\u1ec5 nh\u1ea5t \u0111\u1ec3 \u0111\u01b0a c\u00e1c chi\u1ebfn l\u01b0\u1ee3c x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u doanh nghi\u1ec7p c\u1ee7a b\u1ea1n l\u00ean m\u1ed9t t\u1ea7m cao m\u1edbi l\u00e0 th\u1ef1c hi\u1ec7n m\u1ed9t \u0111i\u1ec1u g\u00ec \u0111\u00f3 m\u00e0 ch\u01b0a ai l\u00e0m tr\u01b0\u1edbc \u0111\u00e2y. Nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u ph\u00e1 c\u00e1ch r\u1ea5t tuy\u1ec7t v\u1eddi trong vi\u1ec7c n\u00e0y, nh\u01b0ng doanh nghi\u1ec7p kh\u00f4ng c\u1ea7n ph\u1ea3i ph\u00e1 c\u00e1ch \u0111\u1ec3 tr\u1edf n\u00ean th\u00fa v\u1ecb. Thay v\u00e0o \u0111\u00f3, t\u1ea5t c\u1ea3 nh\u1eefng g\u00ec c\u1ea7n l\u00e0m l\u00e0 suy ngh\u0129 v\u1ec1 nh\u1eefng g\u00ec \u0111ang x\u1ea3y ra trong ng\u00e0nh v\u00e0 n\u01a1i doanh nghi\u1ec7p c\u00f3 th\u1ec3 t\u1eadn d\u1ee5ng c\u01a1 h\u1ed9i b\u1ecb b\u1ecf l\u1ee1.<\/span><\/p>\n

B\u1eaft \u0111\u1ea7u v\u1edbi ph\u00e2n t\u00edch c\u1ea1nh tranh \u0111\u1ec3 t\u00ecm hi\u1ec3u xem nh\u1eefng ng\u01b0\u1eddi kh\u00e1c trong l\u0129nh v\u1ef1c c\u1ee7a doanh nghi\u1ec7p \u0111ang l\u00e0m g\u00ec. Khi c\u00f3 th\u00f4ng tin \u0111\u00f3, c\u00f4ng ty c\u00f3 th\u1ec3 ph\u00e2n bi\u1ec7t m\u00ecnh b\u1eb1ng c\u00e1ch:<\/span><\/p>\n