{"id":16178,"date":"2023-10-17T15:09:58","date_gmt":"2023-10-17T08:09:58","guid":{"rendered":"https:\/\/dtmconsulting.vn\/?p=16178"},"modified":"2023-10-17T15:09:58","modified_gmt":"2023-10-17T08:09:58","slug":"chien-luoc-mo-rong-thuong-hieu","status":"publish","type":"post","link":"https:\/\/dtmconsulting.vn\/en\/chien-luoc-mo-rong-thuong-hieu\/","title":{"rendered":"Chi\u1ebfn l\u01b0\u1ee3c m\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u cho doanh nghi\u1ec7p Vi\u1ec7t – khi th\u1ecb tr\u01b0\u1eddng \u0111\u1ea7y c\u1ea1nh tranh v\u00e0 bi\u1ebfn \u0111\u1ed9ng"},"content":{"rendered":"

X\u00e2y d\u1ef1ng v\u00e0 ph\u00e1t tri\u1ec3n th\u01b0\u01a1ng hi\u1ec7u<\/a> \u0111\u00e3 kh\u00f3 nh\u01b0ng m\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u c\u00f2n kh\u00f3 h\u01a1n. Chi\u1ebfn l\u01b0\u1ee3c m\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u (brand extension) \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng khi c\u00f4ng ty tung ra m\u1ed9t s\u1ea3n ph\u1ea9m m\u1edbi ho\u1eb7c d\u00f2ng s\u1ea3n ph\u1ea9m m\u1edbi s\u1eed d\u1ee5ng t\u00ean th\u01b0\u01a1ng hi\u1ec7u c\u00f3 s\u1eb5n c\u1ee7a h\u1ecd.\u00a0S\u1ef1 t\u0103ng tr\u01b0\u1edfng n\u00e0y gi\u00fap th\u01b0\u01a1ng hi\u1ec7u m\u1edf r\u1ed9ng theo nh\u1eefng h\u01b0\u1edbng m\u1edbi, nh\u01b0ng v\u1eabn duy tr\u00ec gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u hi\u1ec7n t\u1ea1i c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ec3 t\u1ea1o ni\u1ec1m tin cho kh\u00e1ch h\u00e0ng\u00a0v\u00e0 ti\u1ebfp t\u1ee5c x\u00e2y d\u1ef1ng\u00a0l\u00f2ng trung th\u00e0nh v\u1edbi th\u01b0\u01a1ng hi\u1ec7u hi\u1ec7n t\u1ea1i .<\/p>\n

Tuy nhi\u00ean, m\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u kh\u00f4ng ch\u1ec9 \u0111\u01a1n thu\u1ea7n l\u00e0 l\u1ea5y m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u \u0111\u00e3 c\u00f3 t\u00ean tu\u1ed5i v\u00e0 g\u1eafn n\u00f3 v\u00e0o m\u1ed9t s\u1ea3n ph\u1ea9m m\u1edbi v\u00e0 s\u1ebd \u0111\u1ea3m b\u1ea3o th\u00e0nh c\u00f4ng cho s\u1ea3n ph\u1ea9m m\u1edbi \u0111\u00f3. H\u00e3y c\u00f9ng DTM Consulting<\/a> t\u00ecm hi\u1ec3u k\u1ef9 c\u00e0ng v\u1ec1 quy\u1ebft \u0111\u1ecbnh m\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u v\u00e0 l\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 m\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u th\u00e0nh c\u00f4ng, \u0111em v\u1ec1 doanh thu cho doanh nghi\u1ec7p.<\/p>\n

Chi\u1ebfn l\u01b0\u1ee3c m\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u<\/h2>\n

Chi\u1ebfn l\u01b0\u1ee3c m\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u th\u00e0nh c\u00f4ng c\u00f3 th\u1ec3 mang l\u1ea1i l\u1ee3i \u00edch cho c\u00f4ng ty b\u1eb1ng vi\u1ec7c ra m\u1eaft s\u1ea3n ph\u1ea9m \u0111\u01b0\u1ee3c nhi\u1ec1u ng\u01b0\u1eddi \u1ee7ng h\u1ed9.\u00a0\u0110i\u1ec1u n\u00e0y c\u00f3 th\u1ec3 th\u00fac \u0111\u1ea9y l\u1ee3i nhu\u1eadn kinh doanh c\u1ee7a h\u1ecd v\u00e0 c\u1ee7ng c\u1ed1 h\u01a1n n\u1eefa nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a h\u1ecd.\u00a0M\u1eb7t kh\u00e1c, vi\u1ec7c m\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u sai m\u1ee5c \u0111\u00edch c\u00f3 th\u1ec3 l\u00e0m gi\u1ea3m uy t\u00edn c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u m\u1eb9.<\/p>\n

Ng\u01b0\u1eddi ti\u00eau d\u00f9ng ph\u1ea3i \u0111\u01b0a ra nhi\u1ec1u l\u1ef1a ch\u1ecdn trong m\u1ed9t kho\u1ea3ng th\u1eddi gian ng\u1eafn b\u1ea5t c\u1ee9 khi n\u00e0o h\u1ecd mua s\u1eafm. V\u00ec v\u1eady, m\u1ed9t c\u00e1ch t\u1ef1 nhi\u00ean, h\u1ecd c\u00f3 xu h\u01b0\u1edbng \u0111\u01b0a ra quy\u1ebft \u0111\u1ecbnh d\u1ef1a tr\u00ean ki\u1ebfn \u200b\u200bth\u1ee9c ho\u1eb7c kinh nghi\u1ec7m tr\u01b0\u1edbc \u0111\u00e2y c\u1ee7a m\u00ecnh.<\/div>\n
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N\u1ebfu h\u1ecd \u0111\u00e3 bi\u1ebft \u0111\u1ebfn m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u v\u00e0 th\u00edch n\u00f3, \u0111i\u1ec1u \u0111\u00f3 s\u1ebd l\u00e0m t\u0103ng c\u01a1 h\u1ed9i mua m\u1ed9t s\u1ea3n ph\u1ea9m m\u1edbi t\u1eeb c\u00f9ng m\u1ed9t c\u00f4ng ty. V\u00ec v\u1eady ngay c\u1ea3 khi h\u1ecd kh\u00f4ng ph\u1ea3i l\u00e0 kh\u00e1ch h\u00e0ng trung th\u00e0nh th\u00ec th\u01b0\u01a1ng hi\u1ec7u\u00a0nh\u1eadn th\u1ee9c v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u<\/span>c\u00f3 th\u1ec3 c\u00f3 t\u00e1c \u0111\u1ed9ng t\u00edch c\u1ef1c.<\/p>\n

Vi\u1ec7c m\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3 gi\u00fap c\u00f4ng ty \u0111a d\u1ea1ng h\u00f3a s\u1ea3n ph\u1ea9m v\u00e0 gi\u00e0nh \u0111\u01b0\u1ee3c th\u1ecb ph\u1ea7n l\u1edbn h\u01a1n n\u1ebfu th\u1ef1c hi\u1ec7n \u0111\u00fang.\u00a0Ngo\u00e0i ra, nh\u1eadn th\u1ee9c ng\u00e0y c\u00e0ng t\u0103ng do s\u1ea3n ph\u1ea9m th\u1ee9 hai t\u1ea1o ra th\u1eadm ch\u00ed c\u00f3 th\u1ec3 gi\u00fap c\u00f4ng ty b\u00e1n \u0111\u01b0\u1ee3c nhi\u1ec1u s\u1ea3n ph\u1ea9m c\u1ed1t l\u00f5i h\u01a1n.<\/p>\n

\"m\u1edf<\/p>\n<\/div>\n<\/div>\n

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C\u00e1c lo\u1ea1i chi\u1ebfn l\u01b0\u1ee3c m\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u<\/h2>\n

M\u1ed7i m\u1ed9t doanh nghi\u1ec7p, d\u00f2ng s\u1ea3n ph\u1ea9m ho\u1eb7c tr\u01b0\u1eddng h\u1ee3p kinh doanh s\u1ebd ph\u00f9 h\u1ee3p v\u1edbi chi\u1ebfn l\u01b0\u1ee3c m\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u (brand extension) ri\u00eang. Do \u0111\u00f3, \u0111i\u1ec1u kh\u00f3 kh\u0103n c\u1ee7a c\u00e1c nh\u00e0 ra quy\u1ebft \u0111\u1ecbnh \u0111\u00f3 l\u00e0 l\u1ef1a ch\u1ecdn chi\u1ebfn l\u01b0\u1ee3c m\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u ph\u00f9 h\u1ee3p cho doanh nghi\u1ec7p, s\u1ea3n ph\u1ea9m v\u00e0 t\u00ecnh h\u00ecnh th\u1ecb tr\u01b0\u1eddng.<\/p>\n

D\u01b0\u1edbi \u0111\u00e2y l\u00e0 chi\u1ebfn l\u01b0\u1ee3c m\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u kh\u00e1c nhau m\u00e0 b\u1ea1n c\u00f3 th\u1ec3 s\u1eed d\u1ee5ng \u0111\u1ec3 m\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u, m\u1edf r\u1ed9ng th\u1ecb tr\u01b0\u1eddng trong kinh doanh<\/a> c\u1ee7a m\u00ecnh. Ch\u00fang \u0111\u01b0\u1ee3c gi\u1ea3i th\u00edch b\u00ean d\u01b0\u1edbi c\u00f9ng v\u1edbi c\u00e1c v\u00ed d\u1ee5 v\u1ec1 m\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u trong th\u1ebf gi\u1edbi th\u1ef1c \u0111\u1ec3 gi\u00fap b\u1ea1n hi\u1ec3u m\u1ed7i lo\u1ea1i c\u00f3 th\u1ec3 t\u00e1c \u0111\u1ed9ng \u0111\u1ebfn th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n nh\u01b0 th\u1ebf n\u00e0o.<\/p>\n

>>B\u00e0i vi\u1ebft li\u00ean quan:\u00a0M\u1edf r\u1ed9ng th\u1ecb tr\u01b0\u1eddng, t\u0103ng ti\u1ebfp c\u1eadn kh\u00e1ch h\u00e0ng trong kinh doanh B2B<\/a><\/p>\n

M\u1edf r\u1ed9ng d\u00f2ng th\u01b0\u01a1ng hi\u1ec7u<\/h3>\n

Trong lo\u1ea1i h\u00ecnh m\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u n\u00e0y,\u00a0th\u01b0\u01a1ng hi\u1ec7u m\u1eb9 t\u1ea1o ra m\u1ed9t s\u1ea3n ph\u1ea9m m\u1edbi thu\u1ed9c lo\u1ea1i m\u00e0 h\u1ecd \u0111\u00e3 cung c\u1ea5p. M\u1edf r\u1ed9ng d\u00f2ng s\u1ea3n ph\u1ea9m c\u00f3 th\u1ec3 l\u00e0 lo\u1ea1i \u00edt th\u00e1ch th\u1ee9c nh\u1ea5t v\u00ec n\u00f3 kh\u00f4ng li\u00ean quan \u0111\u1ebfn vi\u1ec7c t\u1ea1o danh m\u1ee5c s\u1ea3n ph\u1ea9m m\u1edbi v\u00e0 c\u00f3 th\u1ec3 s\u1eed d\u1ee5ng chi\u1ebfn l\u01b0\u1ee3c marketing t\u01b0\u01a1ng t\u1ef1 v\u1edbi c\u00e1c s\u1ea3n ph\u1ea9m kh\u00e1c c\u00f9ng lo\u1ea1i.<\/p>\n

V\u00ed d\u1ee5 v\u1ec1 m\u1edf r\u1ed9ng d\u00f2ng th\u01b0\u01a1ng hi\u1ec7u: <\/strong>Coca-Cola m\u1edf r\u1ed9ng t\u1eeb h\u01b0\u01a1ng v\u1ecb ban \u0111\u1ea7u sang Coke Zero, Diet Coke v\u00e0 h\u01a1n th\u1ebf n\u1eefa.<\/p>\n

\"Chi\u1ebfn

Chi\u1ebfn l\u01b0\u1ee3c m\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a Coca Cola<\/p><\/div>\n

Ph\u1ea7n m\u1edf r\u1ed9ng s\u1ea3n ph\u1ea9m b\u1ed5 sung<\/h3>\n

Thay v\u00ec cung c\u1ea5p m\u1ed9t s\u1ea3n ph\u1ea9m c\u00f9ng lo\u1ea1i, lo\u1ea1i h\u00ecnh m\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u n\u00e0y li\u00ean quan \u0111\u1ebfn vi\u1ec7c t\u1ea1o ra c\u00e1c danh m\u1ee5c m\u1edbi ho\u1eb7c m\u1ed9t d\u00f2ng s\u1ea3n ph\u1ea9m (Product line)<\/a> m\u1edbi ho\u1ea1t \u0111\u1ed9ng c\u00f9ng v\u1edbi s\u1ea3n ph\u1ea9m hi\u1ec7n c\u00f3.\u00a0S\u1ea3n ph\u1ea9m \u0111\u1ed3ng h\u00e0nh c\u00f3 th\u1ec3 gi\u00fap thu h\u00fat l\u1ea1i nh\u1eefng kh\u00e1n gi\u1ea3 \u0111\u00e3 quan t\u00e2m \u0111\u1ebfn th\u01b0\u01a1ng hi\u1ec7u c\u1ed1t l\u00f5i v\u00e0 c\u0169ng thu h\u00fat nh\u00f3m nh\u00e2n kh\u1ea9u h\u1ecdc m\u1edbi mua h\u00e0ng.<\/p>\n

V\u00ed d\u1ee5 v\u1ec1 m\u1edf r\u1ed9ng s\u1ea3n ph\u1ea9m b\u1ed5 sung:<\/strong>\u00a0Adidas m\u1edf r\u1ed9ng t\u1eeb c\u00f4ng ty gi\u00e0y th\u1ec3 thao sang th\u01b0\u01a1ng hi\u1ec7u qu\u1ea7n \u00e1o th\u1ec3 thao, hay Dove, m\u1edf r\u1ed9ng t\u1eeb x\u00e0 ph\u00f2ng sang c\u00e1c s\u1ea3n ph\u1ea9m v\u1ec7 sinh chung nh\u01b0 ch\u1ea5t kh\u1eed m\u00f9i.<\/p>\n

>> Xem th\u00eam: Chi\u1ebfn l\u01b0\u1ee3c m\u1edf r\u1ed9ng d\u00f2ng s\u1ea3n ph\u1ea9m (product line) \u2013 C\u00e1ch m\u1edf r\u1ed9ng d\u00f2ng s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5<\/a><\/p>\n

\"Chi\u1ebfn<\/p>\n

M\u1edf r\u1ed9ng c\u01a1 s\u1edf kh\u00e1ch h\u00e0ng \/ M\u1edf r\u1ed9ng nh\u01b0\u1ee3ng quy\u1ec1n kh\u00e1ch h\u00e0ng<\/h3>\n

V\u1edbi lo\u1ea1i h\u00ecnh n\u00e0y, th\u01b0\u01a1ng hi\u1ec7u s\u1ebd m\u1edf r\u1ed9ng ph\u1ea1m vi ti\u1ebfp c\u1eadn c\u1ee7a m\u00ecnh b\u1eb1ng c\u00e1ch t\u1ea1o c\u00e1c danh m\u1ee5c s\u1ea3n ph\u1ea9m m\u1edbi cho nh\u00f3m nh\u00e2n kh\u1ea9u h\u1ecdc \u0111\u00e3 \u0111\u01b0\u1ee3c ch\u1ec9 \u0111\u1ecbnh.\u00a0Ch\u00fang kh\u00f4ng ph\u1ea3i l\u00e0 nh\u1eefng s\u1ea3n ph\u1ea9m b\u1ed5 sung nh\u01b0ng s\u1ebd \u0111\u01b0\u1ee3c c\u00f9ng m\u1ed9t \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00e1n gi\u1ea3 quan t\u00e2m nh\u01b0 s\u1ea3n ph\u1ea9m hi\u1ec7n c\u00f3.<\/p>\n

V\u00ed d\u1ee5 v\u1ec1 m\u1edf r\u1ed9ng c\u01a1 s\u1edf kh\u00e1ch h\u00e0ng:<\/strong>\u00a0Dyson m\u1edf r\u1ed9ng t\u1eeb m\u00e1y h\u00fat b\u1ee5i c\u00f4ng ngh\u1ec7 cao sang qu\u1ea1t c\u00f4ng su\u1ea5t l\u1edbn.<\/p>\n

M\u1edf r\u1ed9ng quy\u1ec1n h\u1ea1n c\u00f4ng ty \/ M\u1edf r\u1ed9ng chuy\u00ean m\u00f4n c\u00f4ng ty<\/h3>\n

C\u00e1c doanh nghi\u1ec7p \u0111\u00e3 tr\u1edf th\u00e0nh ng\u01b0\u1eddi c\u00f3 th\u1ea9m quy\u1ec1n trong l\u0129nh v\u1ef1c c\u1ee7a m\u00ecnh c\u00f3 th\u1ec3 tung ra c\u00e1c s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 m\u1edbi trong l\u0129nh v\u1ef1c m\u00e0 h\u1ecd hi\u1ec7n kh\u00f4ng ho\u1ea1t \u0111\u1ed9ng v\u00e0 chuy\u1ec3n danh ti\u1ebfng \u0111\u00f3 sang danh m\u1ee5c s\u1ea3n ph\u1ea9m m\u1edbi c\u1ee7a h\u1ecd.\u00a0\u0110i\u1ec1u n\u00e0y \u0111\u00f2i h\u1ecfi h\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c thi\u1ebft l\u1eadp v\u1eefng ch\u1eafc v\u00e0 kh\u1ea3 n\u0103ng t\u1eadn d\u1ee5ng ni\u1ec1m tin c\u1ee7a kh\u00e1ch h\u00e0ng \u0111\u1ed1i v\u1edbi s\u1ea3n ph\u1ea9m hi\u1ec7n t\u1ea1i.<\/p>\n

V\u00ed d\u1ee5 v\u1ec1 m\u1edf r\u1ed9ng quy\u1ec1n h\u1ea1n c\u1ee7a c\u00f4ng ty:<\/strong>\u00a0Apple chuy\u1ec3n t\u1eeb m\u1ed9t doanh nghi\u1ec7p c\u00f4ng ngh\u1ec7 \u0111\u00e1ng tin c\u1eady cung c\u1ea5p c\u00e1c gi\u1ea3i ph\u00e1p \u0111i\u1ec7n to\u00e1n gia \u0111\u00ecnh sang b\u00e1n \u0111i\u1ec7n tho\u1ea1i di \u0111\u1ed9ng, tai nghe v\u00e0 c\u00e1c c\u00f4ng ngh\u1ec7 kh\u00e1c.<\/p>\n

\"\"<\/p>\n

M\u1edf r\u1ed9ng phong c\u00e1ch s\u1ed1ng th\u01b0\u01a1ng hi\u1ec7u<\/h3>\n

Ki\u1ec3u m\u1edf r\u1ed9ng n\u00e0y xu\u1ea5t ph\u00e1t t\u1eeb l\u0129nh v\u1ef1c chuy\u00ean m\u00f4n hi\u1ec7n t\u1ea1i c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u v\u00e0 t\u1eadn d\u1ee5ng m\u1ee9c \u0111\u1ed9 ph\u1ed5 bi\u1ebfn \u0111\u1ec3 tung ra m\u1ed9t s\u1ea3n ph\u1ea9m phong c\u00e1ch s\u1ed1ng.\u00a0\u0110i\u1ec1u n\u00e0y c\u00f3 th\u1ec3 c\u1ee7ng c\u1ed1 h\u00ecnh \u1ea3nh v\u00e0 s\u1ef1 li\u00ean t\u01b0\u1edfng c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u trong t\u00e2m tr\u00ed ng\u01b0\u1eddi ti\u00eau d\u00f9ng ho\u1eb7c \u0111\u01a1n gi\u1ea3n l\u00e0 t\u1eadn d\u1ee5ng m\u1ee9c \u0111\u1ed9 ph\u1ed5 bi\u1ebfn c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ec3 b\u00e1n h\u00e0ng.<\/p>\n

V\u00ed d\u1ee5 v\u1ec1 m\u1edf r\u1ed9ng l\u1ed1i s\u1ed1ng th\u01b0\u01a1ng hi\u1ec7u:<\/strong>\u00a0C\u00f4ng ty \u0111\u1ed3 u\u1ed1ng Red Bull t\u1ed5 ch\u1ee9c c\u00e1c s\u1ef1 ki\u1ec7n th\u1ec3 thao m\u1ea1o hi\u1ec3m ho\u1eb7c di\u1ec5n vi\u00ean Ryan Reynold mua v\u00e0 qu\u1ea3ng c\u00e1o Aviation Gin.<\/p>\n

H\u01b0\u1edbng d\u1eabn m\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u (brand extention)<\/h2>\n

Ch\u1ecdn chi\u1ebfn l\u01b0\u1ee3c m\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u ph\u00f9 h\u1ee3p v\u1edbi nhu c\u1ea7u<\/h3>\n

Chi\u1ebfn l\u01b0\u1ee3c m\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u ph\u00f9 h\u1ee3p s\u1ebd tr\u00e1nh \u0111\u01b0\u1ee3c t\u00ecnh tr\u1ea1ng pha lo\u00e3ng th\u01b0\u01a1ng hi\u1ec7u v\u00e0 x\u00e2y d\u1ef1ng \u0111\u01b0\u1ee3c b\u1ea3n s\u1eafc th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh.\u00a0Vi\u1ec7c l\u1ef1a ch\u1ecdn lo\u1ea1i h\u00ecnh m\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u n\u00e0o s\u1ebd \u0111\u00f2i h\u1ecfi b\u1ea1n ph\u1ea3i c\u00f3 c\u00e1i nh\u00ecn r\u00f5 r\u00e0ng v\u1ec1 k\u1ebft qu\u1ea3 m\u00e0 b\u1ea1n mong mu\u1ed1n \u0111\u1ea1t \u0111\u01b0\u1ee3c.<\/p>\n

V\u00ed d\u1ee5: m\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u theo chi\u1ec1u d\u1ecdc – ch\u1eb3ng h\u1ea1n nh\u01b0 m\u1edf r\u1ed9ng d\u00f2ng th\u01b0\u01a1ng hi\u1ec7u – l\u00e0 m\u1ed9t c\u00e1ch ti\u1ebfp c\u1eadn t\u01b0\u01a1ng \u0111\u1ed1i \u0111\u01a1n gi\u1ea3n \u0111\u1ec3 b\u00e1n h\u00e0ng cho c\u00f9ng m\u1ed9t \u0111\u1ed1i t\u01b0\u1ee3ng.\u00a0N\u1ebfu b\u1ea1n c\u00f3 l\u01b0\u1ee3ng ng\u01b0\u1eddi theo d\u00f5i t\u01b0\u01a1ng t\u00e1c, kh\u00e1ch h\u00e0ng hi\u1ec7n t\u1ea1i s\u1ebd kh\u00f4ng th\u1ea5y vi\u1ec7c mua c\u00e1c s\u1ea3n ph\u1ea9m t\u01b0\u01a1ng t\u1ef1 c\u00f3 c\u00f9ng t\u00ean th\u01b0\u01a1ng hi\u1ec7u l\u00e0 kh\u00f4ng h\u1ee3p l\u00fd.\u00a0\u0110\u00e2y c\u00f3 th\u1ec3 l\u00e0 c\u00e1ch nhanh h\u01a1n \u0111\u1ec3 b\u00e1n h\u00e0ng t\u1ed1t h\u01a1n m\u00e0 kh\u00f4ng c\u1ea7n ph\u1ea3i ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m ch\u1ee7 l\u1ef1c m\u1edbi.<\/p>\n

M\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u theo chi\u1ec1u ngang – ch\u1eb3ng h\u1ea1n nh\u01b0 m\u1edf r\u1ed9ng quy\u1ec1n h\u1ea1n c\u00f4ng ty – c\u00f3 th\u1ec3 l\u00e0 m\u1ed9t c\u00f4ng vi\u1ec7c kh\u00f3 kh\u0103n h\u01a1n nh\u01b0ng \u0111\u1ed1i v\u1edbi m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u \u0111\u00e3 c\u1ea1n ki\u1ec7t ngu\u1ed3n kh\u00e1ch h\u00e0ng hi\u1ec7n t\u1ea1i, \u0111\u00e2y c\u00f3 th\u1ec3 l\u00e0 m\u1ed9t c\u00e1ch tuy\u1ec7t v\u1eddi \u0111\u1ec3 m\u1edf r\u1ed9ng ho\u1ea1t \u0111\u1ed9ng kinh doanh \u0111\u1ebfn v\u1edbi \u0111\u1ed1i t\u01b0\u1ee3ng m\u1edbi.<\/p>\n

Market and Customer Research<\/a>, insight kh\u00e1ch h\u00e0ng<\/a><\/h3>\n

C\u00f3 r\u1ea5t nhi\u1ec1u v\u00ed d\u1ee5 v\u1ec1 vi\u1ec7c m\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u kh\u00f4ng th\u00e0nh c\u00f4ng.\u00a0H\u1ea7u h\u1ebft c\u00e1c th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ec1u g\u1eb7p ph\u1ea3i v\u1ea5n \u0111\u1ec1 v\u00ec h\u1ecd \u0111\u00f2i h\u1ecfi qu\u00e1 nhi\u1ec1u s\u1ef1 tin t\u01b0\u1edfng c\u1ee7a kh\u00e1ch h\u00e0ng ho\u1eb7c v\u01b0\u1ee3t qu\u00e1 gi\u1edbi h\u1ea1n ch\u1ea5p nh\u1eadn \u0111\u01b0\u1ee3c c\u1ee7a m\u1ed1i li\u00ean t\u01b0\u1edfng m\u00e0 ng\u01b0\u1eddi ti\u00eau d\u00f9ng t\u1ea1o ra v\u1edbi th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a h\u1ecd.<\/p>\n

V\u00ed d\u1ee5, n\u1ed7 l\u1ef1c c\u1ee7a c\u00f4ng ty kem \u0111\u00e1nh r\u0103ng Colgate nh\u1eb1m ti\u1ebfn v\u00e0o ng\u00e0nh th\u1ef1c ph\u1ea9m v\u1edbi d\u00f2ng s\u1ea3n ph\u1ea9m b\u1eefa \u0103n n\u00f3ng (Colgate Kitchen Entrees) \u0111\u00e3 th\u1ea5t b\u1ea1i r\u1ea5t nhi\u1ec1u.\u00a0\u0110i\u1ec1u n\u00e0y c\u00f3 th\u1ec3 l\u00e0 do c\u01a1 s\u1edf ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111\u00e3 quen v\u1edbi vi\u1ec7c s\u1eed d\u1ee5ng c\u00e1c s\u1ea3n ph\u1ea9m t\u1ea9y r\u1eeda c\u00f3 m\u00f9i b\u1ea1c h\u00e0 c\u1ee7a Colgate trong ph\u00f2ng t\u1eafm c\u1ee7a h\u1ecd kh\u00f4ng th\u1ec3 chuy\u1ec3n sang \u0103n th\u1ef1c ph\u1ea9m do c\u00f9ng m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u s\u1ea3n xu\u1ea5t.<\/p>\n

\"Colgate<\/p>\n

Th\u1ef1c hi\u1ec7n\u00a0nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng\u00a0tr\u01b0\u1edbc \u0111\u1ec3 hi\u1ec3u\u00a0l\u00fd do t\u1ea1i sao<\/em>\u00a0kh\u00e1ch h\u00e0ng ch\u1ecdn Colgate \u2013 nh\u1eefng tr\u1ea3i nghi\u1ec7m v\u1edbi th\u01b0\u01a1ng hi\u1ec7u m\u00e0 h\u1ecd \u0111\u00e1nh gi\u00e1 cao v\u00e0 lo\u1ea1i s\u1ea3n ph\u1ea9m n\u00e0o h\u1ecd s\u1eb5n s\u00e0ng d\u00f9ng th\u1eed \u2013 c\u00f3 th\u1ec3 \u0111\u00e3 gi\u00fap ng\u0103n c\u1ea3n c\u00f4ng ty th\u1ef1c hi\u1ec7n vi\u1ec7c m\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u t\u1ed1n k\u00e9m v\u00e0 thi\u1ebfu s\u00e1ng su\u1ed1t.<\/p>\n

C\u00e1c c\u00e2u h\u1ecfi c\u1ea7n tr\u1ea3 l\u1eddi c\u00f3 th\u1ec3 bao g\u1ed3m:<\/p>\n