{"id":15871,"date":"2023-04-14T12:27:30","date_gmt":"2023-04-14T05:27:30","guid":{"rendered":"https:\/\/dtmconsulting.vn\/?p=15871"},"modified":"2023-05-24T10:47:29","modified_gmt":"2023-05-24T03:47:29","slug":"bao-cao-xu-huong-thi-truong-tieu-dung-va-insight-khach-hang-nganh-tieu-dung-2023-2030","status":"publish","type":"post","link":"https:\/\/dtmconsulting.vn\/en\/bao-cao-xu-huong-thi-truong-tieu-dung-va-insight-khach-hang-nganh-tieu-dung-2023-2030\/","title":{"rendered":"B\u00e1o c\u00e1o – Xu h\u01b0\u1edbng th\u1ecb tr\u01b0\u1eddng ti\u00eau d\u00f9ng v\u00e0 insight kh\u00e1ch h\u00e0ng ng\u00e0nh ti\u00eau d\u00f9ng 2023- 2030"},"content":{"rendered":"

N\u0103m 2023, h\u00e0nh vi c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng, s\u1edf th\u00edch c\u00f4ng ngh\u1ec7 v\u00e0 c\u00e1c k\u1ef3 v\u1ecdng mong \u0111\u1ee3i c\u1ee7a kh\u00e1ch h\u00e0ng ti\u1ebfp t\u1ee5c thay \u0111\u1ed5i khi ng\u00e0y c\u00e0ng c\u00f3 nhi\u1ec1u c\u00f4ng vi\u1ec7c v\u00e0 cu\u1ed9c s\u1ed1ng gi\u1ea3i tr\u00ed h\u00e0ng ng\u00e0y \u0111\u01b0\u1ee3c chuy\u1ec3n sang c\u00e1c k\u00eanh k\u1ef9 thu\u1eadt s\u1ed1, di \u0111\u1ed9ng v\u00e0 c\u00f4ng ngh\u1ec7. Do v\u1eady, tr\u1ea3i nghi\u1ec7m c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u1ea3nh h\u01b0\u1edfng tr\u1ef1c ti\u1ebfp \u0111\u1ebfn qu\u00e1 tr\u00ecnh ra quy\u1ebft \u0111\u1ecbnh, th\u00f3i quen v\u00e0 th\u00e1i \u0111\u1ed9 c\u1ee7a h\u1ecd. V\u1eady l\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 c\u00e1c doanh nghi\u1ec7p v\u00e0 c\u00e1c marketer c\u00f3 th\u1ec3 ti\u1ebfp c\u1eadn ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u1edf n\u01a1i h\u1ecd mu\u1ed1n v\u00e0 thuy\u1ebft ph\u1ee5c h\u1ecd l\u1ef1a ch\u1ecdn s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5 c\u1ee7a b\u1ea1n? \u0110\u1ec3 l\u00e0m \u0111\u01b0\u1ee3c \u0111i\u1ec1u \u0111\u00f3, c\u00e1c doanh nghi\u1ec7p n\u00ean hi\u1ec3u \u0111\u01b0\u1ee3c nhu c\u1ea7u, mong \u0111\u1ee3i v\u00e0 xu h\u01b0\u1edbng c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng. H\u00e3y c\u00f9ng DTM Consulting \u0111i\u1ec3m qua nh\u1eefng xu h\u01b0\u1edbng th\u1ecb tr\u01b0\u1eddng ti\u00eau d\u00f9ng v\u00e0 h\u00e0nh vi, insight ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111\u01b0\u1ee3c d\u1ef1 b\u00e1o s\u1ebd b\u00f9ng n\u1ed5 m\u1ea1nh m\u1ebd trong n\u0103m 2023 v\u00e0 nh\u1eefng n\u0103m ti\u1ebfp theo.<\/span><\/p>\n

T\u01b0\u01a1ng lai c\u1ee7a mua s\u1eafm tr\u1ef1c tuy\u1ebfn (online buying) – th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed (e commerce)<\/b><\/h2>\n

Trong b\u1ed1i c\u1ea3nh covid-19 v\u1eabn ti\u1ebfp t\u1ee5c \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn cu\u1ed9c s\u1ed1ng v\u00e0 tr\u1ea3i nghi\u1ec7m c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng.\u00a0 B\u00ean c\u1ea1nh \u0111\u00f3, s\u1ef1 ph\u00e1t tri\u1ec3n c\u1ee7a c\u00f4ng ngh\u1ec7 v\u00e0 k\u1ef9 thu\u1eadt s\u1ed1 s\u1ebd gi\u00fap n\u00e2ng cao tr\u1ea3i nghi\u1ec7m mua s\u1eafm c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng, \u0111\u1eb7c bi\u1ec7t l\u00e0 ti\u00eau d\u00f9ng tr\u00ean m\u00f4i tr\u01b0\u1eddng internet. Do \u0111\u00f3, c\u00e1c n\u1ec1n t\u1ea3ng th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed ph\u00e1t tri\u1ec3n m\u1ea1nh m\u1ebd v\u00e0 \u0111\u00f3ng vai tr\u00f2 quan tr\u1ecdng\/thi\u1ebft y\u1ebfu trong nhi\u1ec1u l\u0129nh v\u1ef1c. Theo b\u00e1o c\u00e1o c\u1ee7a PwC (2023), c\u00f3 t\u1edbi 43% ng\u01b0\u1eddi ti\u00eau d\u00f9ng cho bi\u1ebft h\u1ecd c\u00f3 k\u1ebf ho\u1ea1ch t\u0103ng c\u01b0\u1eddng mua s\u1eafm tr\u1ef1c tuy\u1ebfn trong s\u00e1u th\u00e1ng t\u1edbi. B\u00ean c\u1ea1nh \u0111\u00f3, s\u1ef1 xu\u1ea5t hi\u1ec7n c\u1ee7a c\u1eeda h\u00e0ng tr\u00ean TikTok (tiktok shop) \u0111\u00e3 thu h\u00fat l\u01b0\u1ee3ng l\u1edbn ng\u01b0\u1eddi d\u00f9ng TikTok tr\u1ea3i nghi\u1ec7m mua s\u1eafm tr\u1ef1c tuy\u1ebfn t\u1ea1i \u1ee9ng d\u1ee5ng. Theo Kantar n\u0103m 2023,\u00a0 mua s\u1eafm tr\u1ef1c tuy\u1ebfn l\u00e0 m\u1ed9t trong 5 y\u1ebfu t\u1ed1 ch\u00ednh \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn th\u1ecb tr\u01b0\u1eddng t\u1ea1i Vi\u1ec7t Nam.<\/span><\/p>\n

Tr\u1ea3i nghi\u1ec7m li\u1ec1n m\u1ea1ch, \u0111a k\u00eanh<\/b><\/h2>\n

Ng\u00e0y nay, khi \u0111\u01b0\u1ee3c h\u1ed7 tr\u1ee3 b\u1edfi c\u00f4ng ngh\u1ec7, vi\u1ec7c \u00e1p d\u1ee5ng k\u1ef9 thu\u1eadt s\u1ed1 c\u0169ng \u0111\u00e3 t\u0103ng l\u00ean v\u00e0 ph\u01b0\u01a1ng ti\u1ec7n truy\u1ec1n th\u00f4ng x\u00e3 h\u1ed9i \u0111\u00e3 tr\u1edf th\u00e0nh m\u1ed9t k\u00eanh quan tr\u1ecdng \u0111\u1ec3 t\u00e1c \u0111\u1ed9ng \u0111\u1ebfn quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng. Nh\u1eefng xu h\u01b0\u1edbng trong s\u1edf th\u00edch c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111\u00e3 ch\u1ec9 ra kh\u00e1ch h\u00e0ng lu\u00f4n mong \u0111\u1ee3i r\u1eb1ng doanh nghi\u1ec7p s\u1ebd ph\u1ea3n h\u1ed3i h\u1ecd m\u1ed9t c\u00e1ch nhanh ch\u00f3ng nh\u1ea5t tr\u00ean k\u00eanh h\u1ecd ch\u1ecdn. B\u00ean c\u1ea1nh \u0111\u00f3, vi\u1ec7c kh\u00e1ch h\u00e0ng c\u00f3 th\u1ec3 di chuy\u1ec3n li\u1ec1n m\u1ea1ch t\u1eeb k\u00eanh n\u00e0y sang k\u00eanh kh\u00e1c, ch\u1eb3ng h\u1ea1n t\u00ecm ki\u1ebfm v\u00e0 l\u1ef1a ch\u1ecdn t\u1eeb trang web tr\u1ef1c tuy\u1ebfn \u0111\u1ebfn c\u1eeda h\u00e0ng v\u1eadt l\u00fd m\u00e0 kh\u00f4ng c\u00f3 b\u1ea5t k\u1ef3 s\u1ef1 gi\u00e1n \u0111o\u1ea1n n\u00e0o trong qu\u00e1 tr\u00ecnh ra quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng ph\u00f9 h\u1ee3p v\u1edbi \u0111i\u1ec1u ki\u1ec7n v\u00e0 t\u00fai ti\u1ec1n c\u1ee7a m\u00ecnh.<\/span><\/p>\n

C\u00e1c doanh nghi\u1ec7p v\u00e0 c\u00e1c marketer c\u00f3 th\u1ec3 t\u1ea1o \u0111\u01b0\u1ee3c tr\u1ea3i nghi\u1ec7m li\u1ec1n m\u1ea1ch b\u1eb1ng c\u00e1ch t\u00edch h\u1ee3p t\u1ea5t c\u1ea3 c\u00e1c \u0111i\u1ec3m ti\u1ebfp x\u00fac c\u1ee7a kh\u00e1ch h\u00e0ng v\u00e0 \u0111\u1ea3m b\u1ea3o r\u1eb1ng ch\u00fang ho\u1ea1t \u0111\u1ed9ng \u0111\u1ed3ng b\u1ed9 v\u1edbi nhau. Do v\u1eady, c\u00e1c doanh nghi\u1ec7p n\u00ean t\u1eadp trung v\u00e0o t\u00ecm hi\u1ec3u, nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng, kh\u00e1ch h\u00e0ng \u0111\u1ec3 \u0111\u1ea3m b\u1ea3o r\u1eb1ng c\u00f3 th\u1ec3 ti\u1ebfp c\u1eadn v\u1edbi kh\u00e1ch h\u00e0ng \u1edf nh\u1eefng n\u01a1i h\u1ecd s\u1ebd xu\u1ea5t hi\u1ec7n (touchpoint). Th\u00eam v\u00e0o \u0111\u00f3, c\u00e1c doanh nghi\u1ec7p ph\u1ea3i hi\u1ec3u <\/span>h\u00e0nh tr\u00ecnh c\u1ee7a kh\u00e1ch h\u00e0ng<\/span><\/a> (CJM), cung c\u1ea5p nh\u1ea5t qu\u00e1n c\u00e1c th\u00f4ng \u0111i\u1ec7p (marketing message).<\/span><\/p>\n

\"\"<\/p>\n

Th\u00f4ng qua vi\u1ec7c th\u1ea5u hi\u1ec3u insight kh\u00e1ch h\u00e0ng \u0111\u1ec3 t\u1ea1o tr\u1ea3i nghi\u1ec7m li\u1ec1n m\u1ea1ch, c\u00e1c doanh nghi\u1ec7p c\u00f3 th\u1ec3 t\u0103ng l\u00f2ng trung th\u00e0nh c\u1ee7a kh\u00e1ch h\u00e0ng v\u00e0 th\u00fac \u0111\u1ea9y mua h\u00e0ng l\u1eb7p l\u1ea1i. Kh\u00e1ch h\u00e0ng c\u00f3 nhi\u1ec1u kh\u1ea3 n\u0103ng quay tr\u1edf l\u1ea1i v\u1edbi m\u1ed9t doanh nghi\u1ec7p cung c\u1ea5p tr\u1ea3i nghi\u1ec7m m\u01b0\u1ee3t m\u00e0 v\u00e0 d\u1ec5 d\u00e0ng. H\u1ecd c\u0169ng c\u00f3 th\u1ec3 \u0111em l\u1ea1i kh\u00e1ch h\u00e0ng m\u1edbi cho doanh nghi\u1ec7p th\u00f4ng qua nh\u1eefng l\u1eddi gi\u1edbi thi\u1ec7u truy\u1ec1n mi\u1ec7ng.<\/span><\/p>\n

>> Xem th\u00eam: <\/span>Xu h\u01b0\u1edbng Social media n\u0103m 2023 d\u00e0nh cho m\u1ecdi doanh nghi\u1ec7p v\u00e0 marketers<\/span><\/a><\/p>\n

C\u00e1 nh\u00e2n h\u00f3a tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng<\/b><\/h2>\n

Hi\u1ec7n nay, ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u0169ng c\u00f3 nh\u1eefng k\u1ef3 v\u1ecdng cao v\u00e0 nhu c\u1ea7u v\u1ec1 s\u1ef1 h\u1ed7 tr\u1ee3 v\u00e0 s\u1ef1 ti\u1ec7n l\u1ee3i trong qu\u00e1 tr\u00ecnh mua. Theo Redpoint, c\u00f3 64% s\u1ed1 ng\u01b0\u1eddi \u0111\u01b0\u1ee3c h\u1ecfi cho bi\u1ebft h\u1ecd mu\u1ed1n mua h\u00e0ng t\u1eeb m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u bi\u1ebft h\u1ecd v\u00e0 kho\u1ea3ng m\u1ed9t n\u1eeda (49%) cho bi\u1ebft h\u1ecd c\u00f3 kh\u1ea3 n\u0103ng mua h\u00e0ng t\u1eeb m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u cung c\u1ea5p tr\u1ea3i nghi\u1ec7m c\u00e1 nh\u00e2n h\u00f3a t\u1ed1t. Ch\u00ednh v\u00ec v\u1eady, c\u00e1c doanh nghi\u1ec7p n\u00ean h\u01b0\u1edbng \u0111\u1ebfn c\u00e1 nh\u00e2n h\u00f3a tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng nh\u1eb1m mang \u0111\u1ebfn cho h\u1ecd nh\u1eefng tr\u1ea3i nghi\u1ec7m h\u00e0i l\u00f2ng t\u1eeb \u0111\u00f3 t\u0103ng t\u1ef7 l\u1ec7 ch\u1ed1t \u0111\u01a1n h\u00e0ng.<\/span><\/p>\n

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C\u00e1c t\u1ed5 ch\u1ee9c, doanh nghi\u1ec7p v\u00e0 c\u00e1c marketer ng\u00e0y nay ngo\u00e0i vi\u1ec7c n\u00ean \u0111\u00e1p \u1ee9ng k\u1ecbp th\u1eddi th\u00e1i \u0111\u1ed9 v\u00e0 h\u00e0nh vi thay \u0111\u1ed5i c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u00f2n ph\u1ea3i cung c\u1ea5p cho kh\u00e1ch h\u00e0ng tr\u1ea3i nghi\u1ec7m c\u00e1 nh\u00e2n h\u00f3a m\u00e0 h\u1ecd mong mu\u1ed1n. \u0110\u1ec3 c\u00e1 nh\u00e2n h\u00f3a tr\u1ea3i nghi\u1ec7m c\u1ee7a kh\u00e1ch h\u00e0ng, c\u00e1c doanh nghi\u1ec7p v\u00e0 marketer c\u00f3 th\u1ec3 \u00e1p d\u1ee5ng m\u1ed9t s\u1ed1 chi\u1ebfn l\u01b0\u1ee3c DTM Consulting \u0111\u1ec1 xu\u1ea5t d\u01b0\u1edbi \u0111\u00e2y:<\/span><\/p>\n