{"id":16197,"date":"2023-10-18T11:01:22","date_gmt":"2023-10-18T04:01:22","guid":{"rendered":"https:\/\/dtmconsulting.vn\/?p=16197"},"modified":"2023-12-05T10:33:14","modified_gmt":"2023-12-05T03:33:14","slug":"tu-van-chien-luoc-dinh-gia","status":"publish","type":"post","link":"https:\/\/dtmconsulting.vn\/en\/tu-van-chien-luoc-dinh-gia\/","title":{"rendered":"T\u01b0 v\u1ea5n chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ecbnh gi\u00e1 – t\u1ed1i \u0111a h\u00f3a l\u1ee3i nhu\u1eadn c\u1ee7a doanh nghi\u1ec7p"},"content":{"rendered":"

X\u00e2y d\u1ef1ng chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ecbnh gi\u00e1 l\u00e0 m\u1ed9t ho\u1ea1t \u0111\u1ed9ng t\u01b0\u1edfng ch\u1eebng \u0111\u01a1n gi\u1ea3n nh\u01b0ng l\u1ea1i ph\u1ee9c t\u1ea1p v\u1edbi c\u00e1c doanh nghi\u1ec7p Vi\u1ec7t Nam hi\u1ec7n nay. Li\u1ec7u doanh nghi\u1ec7p khi \u0111\u1ecbnh gi\u00e1 s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 m\u1edbi \u0111\u00e3 c\u00e2n b\u1eb1ng \u0111\u01b0\u1ee3c gi\u00e1 c\u1ea3 v\u00e0 c\u00e1c thu\u1ed9c t\u00ednh gi\u00e1 tr\u1ecb kh\u00e1c c\u1ee7a s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5? L\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 b\u1ea1n \u0111o l\u01b0\u1eddng \u0111\u1ed9 co gi\u00e3n c\u1ee7a gi\u00e1 m\u00e0 kh\u00f4ng b\u1ecb \u1ea3nh h\u01b0\u1edfng b\u1edfi c\u00e1c y\u1ebfu t\u1ed1 kh\u00e1c nh\u01b0 ch\u01b0\u01a1ng tr\u00ecnh khuy\u1ebfn m\u00e3i ho\u1eb7c gi\u1ea3m gi\u00e1 c\u1ee7a \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh?\u00a0<\/span><\/p>\n

Vi\u1ec7c \u0111\u1ecbnh gi\u00e1 \u0111\u00fang th\u1ef1c s\u1ef1 quan tr\u1ecdng \u0111\u1ed1i v\u1edbi l\u1ee3i nhu\u1eadn c\u1ee7a doanh nghi\u1ec7p v\u00ec n\u00f3 l\u00e0 y\u1ebfu t\u1ed1 then ch\u1ed1t \u0111\u1ec3 t\u1ed1i \u0111a h\u00f3a doanh thu v\u00e0 l\u1ee3i nhu\u1eadn c\u1ee7a m\u1ed9t doanh nghi\u1ec7p. Tuy nhi\u00ean, ph\u1ea7n l\u1edbn c\u00e1c doanh nghi\u1ec7p Vi\u1ec7t Nam v\u1eabn \u0111ang g\u1eb7p kh\u00f3 kh\u0103n trong vi\u1ec7c x\u00e1c \u0111\u1ecbnh gi\u00e1 cho s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 c\u1ee7a h\u1ecd.\u00a0<\/span><\/p>\n

\u0110\u1ecbnh gi\u00e1 \u0111\u00fang s\u1ebd gi\u00fap t\u0103ng doanh thu cho doanh nghi\u1ec7p<\/b><\/h2>\n

Nghi\u00ean c\u1ee9u c\u1ee7a Joel Huber v\u00e0 Christopher Puto tr\u00ean t\u1ea1p ch\u00ed Nghi\u00ean c\u1ee9u Ng\u01b0\u1eddi ti\u00eau d\u00f9ng\u00a0 (<\/span>Journal of Consumer Research<\/span><\/a>) n\u0103m 1983 t\u1eadp trung v\u00e0o chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ecbnh gi\u00e1 v\u00e0 t\u00e1c \u0111\u1ed9ng c\u1ee7a t\u00e2m l\u00fd kh\u00e1ch h\u00e0ng. Th\u1eed nghi\u1ec7m \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n v\u1edbi 120 sinh vi\u00ean \u0111\u1ea1i h\u1ecdc, trong \u0111\u00f3 h\u1ecd \u0111\u01b0\u1ee3c y\u00eau c\u1ea7u ch\u1ecdn s\u1ea3n ph\u1ea9m t\u1eeb c\u00e1c danh m\u1ee5c kh\u00e1c nhau nh\u01b0 nh\u00e0 h\u00e0ng, pin m\u00e1y t\u00ednh, \u00f4 t\u00f4 v\u00e0 bia.<\/span><\/p>\n

Trong tr\u01b0\u1eddng h\u1ee3p bia, sinh vi\u00ean \u0111\u01b0\u1ee3c chia th\u00e0nh ba nh\u00f3m. Nh\u00f3m \u0111\u1ea7u ti\u00ean ch\u1ec9 c\u00f3 hai l\u1ef1a ch\u1ecdn, m\u1ed9t lo\u1ea1i bia b\u00ecnh d\u00e2n v\u1edbi gi\u00e1 $1,8 v\u00e0 m\u1ed9t lo\u1ea1i bia cao c\u1ea5p v\u1edbi gi\u00e1 $2,6. C\u00f3 67% sinh vi\u00ean \u0111\u00e3 ch\u1ecdn lo\u1ea1i bia cao c\u1ea5p. Nh\u00f3m th\u1ee9 hai \u0111\u01b0\u1ee3c gi\u1edbi thi\u1ec7u th\u00eam m\u1ed9t lo\u1ea1i bia gi\u00e1 r\u1ebb v\u1edbi gi\u00e1 $1,6, v\u00e0 khi c\u00f3 t\u00f9y ch\u1ecdn n\u00e0y, t\u1ef7 l\u1ec7 ch\u1ecdn lo\u1ea1i bia b\u00ecnh d\u00e2n (v\u1edbi gi\u00e1 $1,8) t\u0103ng l\u00ean 47%. Cu\u1ed1i c\u00f9ng, nh\u00f3m th\u1ee9 ba c\u00f3 th\u00eam m\u1ed9t lo\u1ea1i bia si\u00eau cao c\u1ea5p, l\u00e0m t\u0103ng t\u1ef7 l\u1ec7 ch\u1ecdn lo\u1ea1i bia cao c\u1ea5p l\u00ean 90%, ch\u1ec9 c\u00f3 10% ch\u1ecdn lo\u1ea1i bia si\u00eau cao c\u1ea5p.<\/span><\/p>\n

Khi \u0111\u1ecbnh l\u01b0\u1ee3ng t\u1ef7 l\u1ec7 ph\u1ea7n tr\u0103m l\u1ef1a ch\u1ecdn v\u00e0 \u00e1p d\u1ee5ng v\u00e0o 100 ng\u01b0\u1eddi mua gi\u1ea3 \u0111\u1ecbnh, doanh thu \u01b0\u1edbc t\u00ednh cho m\u1ed7i nh\u00f3m l\u00e0 nh\u01b0 sau:<\/span><\/p>\n