{"id":15368,"date":"2022-10-21T18:02:34","date_gmt":"2022-10-21T11:02:34","guid":{"rendered":"https:\/\/dtmconsulting.vn\/?p=15368"},"modified":"2023-09-14T15:07:02","modified_gmt":"2023-09-14T08:07:02","slug":"phat-trien-san-pham-moi","status":"publish","type":"post","link":"https:\/\/dtmconsulting.vn\/en\/phat-trien-san-pham-moi\/","title":{"rendered":"Ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m m\u1edbi – Chi\u1ebfn l\u01b0\u1ee3c – Ph\u00e2n ph\u1ed1i – Marketing"},"content":{"rendered":"

Vi\u1ec7c ti\u1ebfn h\u00e0nh ph\u00e1t tri\u1ec3n <\/strong>s\u1ea3n ph\u1ea9m<\/strong> m\u1edbi gi\u00fap c\u00e1c c\u00f4ng ty hi\u1ec3u \u0111\u01b0\u1ee3c nh\u1eefng g\u00ec kh\u00e1ch h\u00e0ng th\u1ef1c s\u1ef1 mu\u1ed1n, \u0111\u1ec3 s\u1ea3n ph\u1ea9m c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c \u0111i\u1ec1u ch\u1ec9nh \u0111\u1ec3 ph\u00f9 h\u1ee3p v\u1edbi nhu c\u1ea7u c\u1ee7a kh\u00e1ch h\u00e0ng. Ngo\u00e0i ra, vi\u1ec7c nghi\u00ean c\u1ee9u v\u00e0 ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m c\u0169ng l\u00e0 c\u00e1ch th\u1ee9c th\u1eed nghi\u1ec7m v\u00e0 c\u1ea3i thi\u1ec7n \u00fd t\u01b0\u1edfng kinh doanh tr\u01b0\u1edbc khi ti\u1ebfn h\u00e0nh c\u00e1c ho\u1ea1t \u0111\u1ed9ng s\u1ea3n xu\u1ea5t v\u00e0 kinh doanh.<\/p>\n

Qu\u00e1 tr\u00ecnh ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m m\u1edbi<\/h2>\n

Qu\u00e1 tr\u00ecnh ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m m\u1edbi b\u1eaft \u0111\u1ea7u t\u1eeb vi\u1ec7c c\u00e1 nh\u00e2n\/doanh nghi\u1ec7p c\u00f3 \u00fd t\u01b0\u1edfng ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m m\u1edbi (6 c\u00e1ch ph\u1ed5 bi\u1ebfn nh\u1ea5t gi\u00fap doanh nghi\u1ec7p t\u1ea1o ra \u00fd t\u01b0\u1edfng ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m m\u1edbi<\/a>), sau \u0111\u00f3 s\u1ea3n ph\u1ea9m \u0111\u01b0\u1ee3c \u0111i\u1ec1u ch\u1ec9nh v\u00e0 x\u00e2y d\u1ef1ng concept s\u1ea3n ph\u1ea9m m\u1edbi<\/a>.<\/p>\n

Concept s\u1ea3n ph\u1ea9m m\u1edbi n\u00ean b\u1ea3o \u0111\u1ea3m m\u1ed9t s\u1ed1 y\u1ebfu t\u1ed1 nh\u1ea5t \u0111\u1ecbnh nh\u1eb1m \u0111em l\u1ea1i l\u1ee3i \u00edch t\u1ed1i \u0111a cho doanh nghi\u1ec7p (Product concept l\u00e0 g\u00ec? 5 y\u1ebfu t\u1ed1 h\u00ecnh th\u00e0nh concept s\u1ea3n ph\u1ea9m<\/a>). Ngo\u00e0i ra, doanh nghi\u1ec7p c\u0169ng c\u1ea5n ph\u1ea3i c\u00e2n nh\u1eafc r\u1ea5t nhi\u1ec1u v\u1ea5n \u0111\u1ec1 li\u00ean quan \u0111\u1ebfn s\u1ea3n ph\u1ea9m nh\u01b0: Quy c\u00e1ch s\u1ea3n ph\u1ea9m<\/a>, ti\u1ec1m n\u0103ng th\u1ecb tr\u01b0\u1eddng v\u00e0 kh\u1ea3 n\u0103ng m\u1edf r\u1ed9ng th\u1ecb tr\u01b0\u1eddng c\u1ee7a s\u1ea3n ph\u1ea9m,…<\/p>\n

Th\u00f4ng th\u01b0\u1eddng, tr\u01b0\u1edbc khi s\u1ea3n ph\u1ea9m \u0111\u01b0\u1ee3c s\u1ea3n xu\u1ea5t h\u00e0ng lo\u1ea1t, nh\u1eb1m gi\u1ea3m thi\u1ec3u r\u1ee7i ro khi ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m m\u1edbi, doanh nghi\u1ec7p n\u00ean ti\u1ebfn h\u00e0nh Test concept s\u1ea3n ph\u1ea9m<\/a> k\u1ef9 c\u00e0ng. Qu\u00e1 tr\u00ecnh test, th\u1eed nghi\u1ec7m s\u1ea3n ph\u1ea9m m\u1edbi n\u00e0y doanh nghi\u1ec7p c\u00f3 th\u1ec3 t\u1ef1 ti\u1ebfn h\u00e0nh n\u1ebfu c\u00f3 \u0111\u1ee7 ngu\u1ed3n l\u1ef1c v\u00e0 n\u0103ng l\u1ef1c chuy\u00ean m\u00f4n. N\u1ebfu kh\u00f4ng th\u00ec doanh nghi\u1ec7p c\u00f3 th\u1ec3 t\u00ecm ki\u1ebfm t\u01b0 v\u1ea5n, h\u01b0\u1edbng d\u1eabn tri\u1ec3n khai nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng<\/a> t\u1eeb c\u00e1c c\u00f4ng ty chuy\u00ean nghi\u1ec7p nh\u01b0 DTM Consulting ch\u00fang t\u00f4i. D\u01b0\u1edbi \u0111\u00e2y l\u00e0 m\u1ed9t s\u1ed1 c\u00e1ch th\u1ee9c nghi\u00ean c\u1ee9u, kh\u1ea3o s\u00e1t th\u1eed nghi\u1ec7m s\u1ea3n ph\u1ea9m m\u1edbi m\u00e0 b\u1ea1n c\u00f3 th\u1ec3 tham kh\u1ea3o:\u00a0H\u01b0\u1edbng d\u1eabn thi\u1ebft k\u1ebf b\u1ea3ng kh\u1ea3o s\u00e1t Test Concept S\u1ea3n Ph\u1ea9m<\/a>;\u00a0M\u1eabu b\u1ea3ng c\u00e2u h\u1ecfi Test s\u1ea3n ph\u1ea9m \u2013 Product Testing Questions<\/a>;….<\/p>\n

>> Xem th\u00eam: Nghi\u00ean c\u1ee9u s\u1ea3n ph\u1ea9m l\u00e0 l\u00e0m g\u00ec? C\u00e1ch nghi\u00ean c\u1ee9u s\u1ea3n ph\u1ea9m<\/a><\/p>\n

Marketing cho s\u1ea3n ph\u1ea9m m\u1edbi<\/h2>\n

Sau khi ho\u00e0n t\u1ea5t nghi\u00ean c\u1ee9u v\u00e0 ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m, giai \u0111o\u1ea1n m\u00e0 h\u1ea7u h\u1ebft c\u00e1c doanh nghi\u1ec7p t\u1ea1i Vi\u1ec7t Nam \u0111ang v\u01b0\u1edbng m\u1eafc nhi\u1ec1u \u0111\u00f3 l\u00e0 \u0111\u01b0a s\u1ea3n ph\u1ea9m m\u1edbi ra th\u1ecb tr\u01b0\u1eddng<\/a>. Tr\u00ean th\u1ef1c t\u1ebf, r\u1ea5t nhi\u1ec1u s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5 c\u00f3 ch\u1ea5t l\u01b0\u1ee3ng v\u1ec1 m\u1eb7t k\u1ef9 thu\u1eadt, chuy\u00ean m\u00f4n t\u1ed1t nh\u01b0ng v\u1ec1 m\u1eb7t marketing hay nhu c\u1ea7u kh\u00e1ch h\u00e0ng l\u1ea1i kh\u00f4ng th\u1ef1c s\u1ef1 ph\u00f9 h\u1ee3p ho\u1eb7c doanh nghi\u1ec7p kh\u00f4ng bi\u1ebft c\u00e1ch Thi\u1ebft k\u1ebf v\u00e0 marketing s\u1ea3n ph\u1ea9m m\u1edbi<\/a> ra th\u1ecb tr\u01b0\u1eddng, kh\u00e1ch h\u00e0ng. H\u1ecd c\u00f3 th\u1ec3 gi\u1ecfi v\u1ec1 chuy\u00ean m\u00f4n, k\u1ef9 thu\u1eadt s\u1ea3n xu\u1ea5t ch\u1ea5t l\u01b0\u1ee3ng s\u1ea3n ph\u1ea9m nh\u01b0ng \u0111\u00f4i khi h\u1ecd c\u00f2n\u00a0 kh\u00f4ng Ph\u00e2n bi\u1ec7t \u0111\u1eb7c \u0111i\u1ec3m c\u1ee7a t\u1eebng lo\u1ea1i s\u1ea3n ph\u1ea9m tr\u00ean th\u1ecb tr\u01b0\u1eddng<\/a> d\u01b0\u1edbi g\u00f3c \u0111\u1ed9 marketing v\u00e0 kh\u00e1ch h\u00e0ng.<\/p>\n

M\u1eb7t kh\u00e1c, nhi\u1ec1u doanh nghi\u1ec7p Vi\u1ec7t Nam hi\u1ec7n \u0111ang \u01b0u ti\u00ean l\u1ef1a ch\u1ecdn nh\u1eefng\u00a0c\u00e1ch gi\u00fap truy\u1ec1n th\u00f4ng s\u1ea3n ph\u1ea9m m\u1edbi \u0111\u1ea1t hi\u1ec7u qu\u1ea3 ngay l\u1eadp t\u1ee9c<\/a> thay v\u00ec c\u00e2n nh\u1eafc v\u00e0 x\u00e1c \u0111\u1ecbnh chi\u1ebfn l\u01b0\u1ee3c ho\u1eb7c k\u1ebf ho\u1ea1ch b\u1ec1n v\u1eefng l\u00e2u d\u00e0i. Th\u1ef1c t\u1ebf n\u00e0y c\u00f3 th\u1ec3 xu\u1ea5t ph\u00e1t t\u1eeb vi\u1ec7c doanh nghi\u1ec7p kh\u00f4ng mu\u1ed1n ho\u1eb7c kh\u00f4ng bi\u1ebft c\u00e1ch \u0111\u1ec3 th\u1ef1c hi\u1ec7n. Qua nh\u1eefng l\u1ea7n g\u1eb7p g\u1ee1, tri\u1ec3n khai c\u00e1c d\u1ef1 \u00e1n cho doanh nghi\u1ec7p, c\u00e1c chuy\u00ean gia t\u1ea1i DTM Consulting ch\u00fang t\u00f4i \u0111\u1ec1u th\u1ea5y r\u1eb1ng c\u00e1c nh\u00e0 qu\u1ea3n l\u00fd, ch\u1ee7 doanh nghi\u1ec7p \u0111\u1ec1u nh\u1eadn th\u1ea5y vai tr\u00f2 v\u00e0 hi\u1ec3u \u0111\u01b0\u1ee3c Mu\u1ed1n b\u00e1n \u0111\u01b0\u1ee3c s\u1ea3n ph\u1ea9m ph\u1ea3i t\u00ecm hi\u1ec3u kh\u00e1ch h\u00e0ng<\/a> nh\u01b0ng h\u1ecd kh\u00f4ng bi\u1ebft b\u1eaft \u0111\u1ea7u t\u1eeb \u0111\u00e2u v\u00e0 l\u00e0m nh\u01b0 th\u1ebf n\u00e0o,…<\/p>\n

Ch\u00ednh v\u00ec v\u1eady, n\u1ebfu doanh nghi\u1ec7p b\u1ea1n \u0111ang g\u1eb7p nh\u1eefng th\u00e1ch th\u1ee9c, v\u01b0\u1edbng m\u1eafc tr\u00ean b\u1ea1n c\u00f3 th\u1ec3 ti\u1ebfp t\u1ee5c theo d\u00f5i n\u1ed9i dung ti\u1ebfp theo \u0111\u1ec3 c\u00f9ng t\u00ecm ra c\u00e1ch th\u1ee9c gi\u1ea3i quy\u1ebft cho doanh nghi\u1ec7p c\u1ee7a b\u1ea1n.<\/p>\n

\"s\u1ea3n<\/p>\n

L\u00ean k\u1ebf ho\u1ea1ch marketing v\u00e0 th\u01b0\u01a1ng m\u1ea1i h\u00f3a s\u1ea3n ph\u1ea9m m\u1edbi ra th\u1ecb tr\u01b0\u1eddng<\/h3>\n

\u0110\u1ea7u ti\u00ean, khi s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5 b\u1eaft \u0111\u1ea7u \u0111\u01b0\u1ee3c nghi\u00ean c\u1ee9u, doanh nghi\u1ec7p \u0111\u00e3 ph\u1ea3i chu\u1ea9n b\u1ecb s\u1eb5n\u00a0 k\u1ebf ho\u1ea1ch v\u00e0 thi\u1ebft l\u1eadp ng\u00e2n s\u00e1ch cho ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m m\u1edbi<\/a> theo t\u1eebng giai \u0111o\u1ea1n c\u00f4ng vi\u1ec7c c\u00f9ng v\u1edbi ngu\u1ed3n l\u1ef1c \u0111\u1ea7u t\u01b0. C\u1ee5 th\u1ec3, c\u00f3 r\u1ea5t nhi\u1ec1u th\u1ee9 Doanh nghi\u1ec7p c\u1ea7n chu\u1ea9n b\u1ecb g\u00ec \u0111\u1ec3 \u0111\u01b0a s\u1ea3n ph\u1ea9m ra th\u1ecb tr\u01b0\u1eddng th\u00e0nh c\u00f4ng<\/a>.<\/p>\n

C\u1ee5 th\u1ec3, c\u00e1c n\u1ed9i dung n\u00e0y \u0111\u00e3 \u0111\u01b0\u1ee3c DTM Consulting ch\u00fang t\u00f4i \u0111\u1ec1 c\u1eadp trong c\u00e1c b\u00e0i vi\u1ebft tr\u01b0\u1edbc, b\u1ea1n c\u00f3 th\u1ec3 tham kh\u1ea3o d\u01b0\u1edbi \u0111\u00e2y:<\/p>\n

K\u1ebf ho\u1ea1ch \u0111\u01b0a s\u1ea3n ph\u1ea9m m\u1edbi ra th\u1ecb tr\u01b0\u1eddng th\u00e0nh c\u00f4ng cho m\u1ecdi doanh nghi\u1ec7p \u2013 G\u1ee3i \u00fd k\u1ebf ho\u1ea1ch m\u1eabu PDF<\/a><\/p>\n

Quy tr\u00ecnh ph\u00e1t tri\u1ec3tn v\u00e0 th\u01b0\u01a1ng m\u1ea1i h\u00f3a s\u1ea3n ph\u1ea9m m\u1edbi cho m\u1ecdi doanh nghi\u1ec7p (Ph\u1ea7n 1)<\/a><\/p>\n

Qu\u00e1 tr\u00ecnh ph\u00e1t tri\u1ec3n v\u00e0 th\u01b0\u01a1ng m\u1ea1i h\u00f3a s\u1ea3n ph\u1ea9m tr\u00ean th\u1ecb tr\u01b0\u1eddng (Ph\u1ea7n2)<\/a><\/p>\n

Chi\u1ebfn l\u01b0\u1ee3c ph\u00e1t tri\u1ec3n v\u00e0 marketing s\u1ea3n ph\u1ea9m m\u1edbi<\/h3>\n

Chi\u1ebfn l\u01b0\u1ee3c s\u1ea3n ph\u1ea9m, s\u1ea3n ph\u1ea9m m\u1edbi trong kinh doanh v\u00e0 marketing<\/a> c\u0169ng l\u00e0 m\u1ed9t ph\u1ea7n kh\u00f4ng th\u1ec3 thi\u1ebfu khi l\u1eadp k\u1ebf ho\u1ea1ch ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m m\u1edbi. Khi \u0111\u00f3 ng\u01b0\u1eddi l\u1eadp k\u1ebf ho\u1ea1ch c\u1ea7n c\u00e2n nh\u1eafc v\u00e0 xem x\u00e9t r\u1ea5t nhi\u1ec1u chi\u1ebfn l\u01b0\u1ee3c marketing s\u1ea3n ph\u1ea9m m\u1edbi<\/a>, Chi\u1ebfn l\u01b0\u1ee3c th\u00e2m nh\u1eadp th\u1ecb tr\u01b0\u1eddng m\u1edbi cho m\u1ecdi doanh nghi\u1ec7p<\/a>, Chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ecbnh gi\u00e1 \u2013 Pricing Strategy<\/a>; …<\/p>\n

\u0110\u1ed3ng th\u1eddi, c\u00e1c k\u1ebf ho\u1ea1ch, chi\u1ebfn l\u01b0\u1ee3c Th\u1eed nghi\u1ec7m v\u00e0 ph\u00e2n ph\u1ed1i s\u1ea3n ph\u1ea9m\u00a0<\/a>c\u0169ng c\u1ea7n \u0111\u01b0\u1ee3c chu\u1ea9n b\u1ecb trong giai \u0111o\u1ea1n l\u00ean k\u1ebf ho\u1ea1ch ban \u0111\u1ea7u. T\u00f9y thu\u1ed9c v\u00e0o m\u1ed7i ng\u00e0nh ngh\u1ec1,\u00a0D\u00f2ng s\u1ea3n ph\u1ea9m (Product line)<\/a>, doanh nghi\u1ec7p s\u1ebd c\u00f3 nh\u1eefng chi\u1ebfn l\u01b0\u1ee3c ph\u00f9 h\u1ee3p. \u0110\u00f3 c\u00f3 th\u1ec3 l\u00e0 cacs chi\u1ebfn l\u01b0\u1ee3c chung nh\u01b0 Chi\u1ebfn l\u01b0\u1ee3c Marketing Mix \u2013 4Ps, 4Cs hay 3Es<\/a>,\u00a0Chi\u1ebfn l\u01b0\u1ee3c c\u1ea1nh tranh<\/a>,\u00a0Chi\u1ebfn l\u01b0\u1ee3c ng\u01b0\u1eddi d\u1eabn \u0111\u1ea7u th\u1ecb tr\u01b0\u1eddng<\/a>,… ho\u1eb7c c\u00e1c chi\u1ebfn l\u01b0\u1ee3c theo ng\u00e0nh ngh\u1ec1 nh\u01b0 d\u01b0\u1edbi \u0111\u00e2y:<\/p>\n