{"id":16299,"date":"2023-10-27T11:14:51","date_gmt":"2023-10-27T04:14:51","guid":{"rendered":"https:\/\/dtmconsulting.vn\/?p=16299"},"modified":"2023-10-27T14:16:42","modified_gmt":"2023-10-27T07:16:42","slug":"thuong-hieu-that-bai-1","status":"publish","type":"post","link":"https:\/\/dtmconsulting.vn\/en\/thuong-hieu-that-bai-1\/","title":{"rendered":"Nguy\u00ean nh\u00e2n khi\u1ebfn th\u01b0\u01a1ng hi\u1ec7u th\u1ea5t b\u1ea1i? B\u00e0i h\u1ecdc t\u1eeb nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u\/t\u1eadp \u0111o\u00e0n to\u00e0n c\u1ea7u – Ph\u1ea7n 1"},"content":{"rendered":"
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‘Ng\u00e0y nay h\u1ea7u h\u1ebft s\u1ea3n ph\u1ea9m \u0111\u1ec1u \u0111\u01b0\u1ee3c mua ch\u1ee9 kh\u00f4ng ph\u1ea3i b\u00e1n’ \u2013 Al v\u00e0 Laura Ries<\/p>\n

\u0110\u00e3 qua r\u1ed3i c\u00e1i th\u1eddi m\u00e0 s\u1ea3n ph\u1ea9m t\u1eebng l\u00e0 t\u1ea5t c\u1ea3 \u0111\u1ed1i v\u1edbi m\u1ed9t c\u00f4ng ty. M\u1ecdi ng\u01b0\u1eddi ng\u00e0y nay th\u01b0\u1eddng mua m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u thay v\u00ec mua s\u1ea3n ph\u1ea9m. Th\u1ef1c s\u1ef1 kh\u00f4ng c\u00f3 nhi\u1ec1u s\u1ef1 kh\u00e1c bi\u1ec7t gi\u1eefa c\u00e1c s\u1ea3n ph\u1ea9m \u0111\u01b0\u1ee3c b\u00e1n tr\u00ean th\u1ecb tr\u01b0\u1eddng. Ch\u00ednh th\u01b0\u01a1ng hi\u1ec7u s\u1ebd t\u1ea1o n\u00ean s\u1ef1 kh\u00e1c bi\u1ec7t, USP<\/a> v\u00e0 gi\u00fap kh\u00e1ch h\u00e0ng d\u1ec5 d\u00e0ng \u0111\u01b0a ra quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng.<\/p>\n

S\u1ef1 th\u00e0nh c\u00f4ng v\u00e0 th\u1ea5t b\u1ea1i c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ec1u ph\u1ee5 thu\u1ed9c v\u00e0o m\u1ed1i quan h\u1ec7 gi\u1eefa th\u01b0\u01a1ng hi\u1ec7u v\u00e0 ng\u01b0\u1eddi ti\u00eau d\u00f9ng, h\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u, l\u1eddi h\u1ee9a th\u01b0\u01a1ng hi\u1ec7u v\u00e0\u00a0\u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u<\/a>\u00a0v\u00ec ch\u00ednh kh\u00e1ch h\u00e0ng l\u00e0 ng\u01b0\u1eddi quy\u1ebft \u0111\u1ecbnh s\u1ed1 ph\u1eadn c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u.\u00a0Nh\u1eefng m\u1ed1i li\u00ean k\u1ebft, m\u1ed9t khi \u0111\u01b0\u1ee3c thi\u1ebft l\u1eadp, s\u1ebd d\u1eabn \u0111\u1ebfn c\u1ea3m x\u00fac g\u1eafn b\u00f3 v\u00e0 nh\u1eadn th\u1ee9c v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c ph\u00e1t tri\u1ec3n.\u00a0M\u1ed1i li\u00ean k\u1ebft n\u00e0y khi b\u1ecb b\u00f3p m\u00e9o s\u1ebd d\u1eabn \u0111\u1ebfn nh\u1eadn th\u1ee9c sai l\u1ec7ch v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u (th\u1ea5t b\u1ea1i c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u), \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh ho\u1eb7c th\u1ecb tr\u01b0\u1eddng (n\u1ebfu l\u00e0 th\u1ecb tr\u01b0\u1eddng m\u1edbi).<\/p>\n

C\u00f3 l\u1ebd b\u1ea1n \u0111\u00e3 bi\u1ebft t\u1ea7m quan tr\u1ecdng c\u1ee7a vi\u1ec7c x\u00e2y d\u1ef1ng m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u kh\u00e1c bi\u1ec7t v\u00e0 d\u1ec5 nh\u1eadn bi\u1ebft m\u00e0 ng\u01b0\u1eddi ti\u00eau d\u00f9ng tin t\u01b0\u1edfng v\u00e0 mu\u1ed1n g\u1eafn k\u1ebft. Trong m\u00f4i tr\u01b0\u1eddng th\u01b0\u01a1ng m\u1ea1i \u1ed3n \u00e0o ng\u00e0y nay, \u0111\u00f3 l\u00e0 ch\u00eca kh\u00f3a cho s\u1ef1 th\u00e0nh c\u00f4ng l\u00e2u d\u00e0i c\u1ee7a c\u00f4ng ty b\u1ea1n. Th\u1eadt kh\u00f4ng may, n\u1ebfu b\u1ea1n \u0111ang trong qu\u00e1 tr\u00ecnh c\u1ed1 g\u1eafng x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u cho ch\u00ednh m\u00ecnh, c\u00f3 l\u1ebd b\u1ea1n c\u0169ng bi\u1ebft r\u1eb1ng n\u00f3i th\u00ec d\u1ec5 h\u01a1n l\u00e0m r\u1ea5t nhi\u1ec1u. N\u1ebfu b\u1ea1n \u0111ang c\u1ed1 g\u1eafng \u2013 nh\u01b0ng th\u1ea5t b\u1ea1i \u2013 x\u00e2y d\u1ef1ng gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u, h\u00e3y theo d\u00f5i series b\u00e0i vi\u1ebft n\u00e0y, chuy\u00ean gia t\u1ea1i DTM Consulting s\u1ebd ch\u1ec9 cho b\u1ea1n th\u1ea5y nh\u1eefng sai l\u1ea7m ch\u1ebft ng\u01b0\u1eddi khi x\u00e2y d\u1ef1ng v\u00e0 ph\u00e1t tri\u1ec3n th\u01b0\u01a1ng hi\u1ec7u<\/a> c\u1ee7a nhi\u1ec1u doanh nghi\u1ec7p\/t\u1eadp \u0111o\u00e0n l\u1edbn tr\u00ean th\u1ebf gi\u1edbi m\u1eafc ph\u1ea3i.<\/p>\n

C\u00f4ng ty\/th\u01b0\u01a1ng hi\u1ec7u kh\u00f4ng hi\u1ec3u \u0111\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u00ecnh<\/strong><\/h2>\n

D\u01b0\u1eddng nh\u01b0 c\u00f3 m\u1ed9t \u0111i\u1ec1u h\u01a1i k\u1ef3 qu\u1eb7c v\u00e0 \u0111\u00e1ng c\u01b0\u1eddi l\u00e0 nhi\u1ec1u doanh nghi\u1ec7p v\u00e0 c\u00f4ng ty mu\u1ed1n m\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a h\u1ecd, trong khi h\u1ecd th\u1eadm ch\u00ed ch\u01b0a hi\u1ec3u r\u00f5 \u0111\u1ecbnh v\u1ecb\/h\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u00ecnh.<\/p>\n

M\u1ed9t quan \u0111i\u1ec3m ph\u1ed5 bi\u1ebfn v\u00e0 sai l\u1ea7m m\u00e0 chuy\u00ean gia t\u1ea1i DTM Consulting th\u01b0\u1eddng th\u1ea5y c\u00e1c c\u00f4ng ty m\u1eafc ph\u1ea3i trong qu\u00e1 tr\u00ecnh x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u l\u00e0 h\u1ecd tin r\u1eb1ng h\u1ecd khi h\u1ecd thi\u1ebft k\u1ebf v\u00e0 x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a ri\u00eang m\u00ecnh l\u00e0 h\u1ecd \u0111\u00e3 ki\u1ec3m so\u00e1t \u0111\u01b0\u1ee3c to\u00e0n b\u1ed9 qu\u00e1 tr\u00ecnh x\u00e2y d\u1ef1ng v\u00e0 ph\u00e1t tri\u1ec3n th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n

Quan \u0111i\u1ec3m n\u00e0y ch\u1ec9 \u0111\u00fang m\u1ed9t ph\u1ea7n n\u00e0o \u0111\u00f3. Khi doanh nghi\u1ec7p x\u00e2y d\u1ef1ng v\u00e0 ph\u00e1t tri\u1ec3n th\u01b0\u01a1ng hi\u1ec7u, nh\u1eefng \u0111\u1eb7c \u0111i\u1ec3m\/\u0111\u1eb7c tr\u01b0ng c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u c\u1ea7n \u0111\u01b0\u1ee3c h\u1eefu h\u00ecnh h\u00f3a \u0111\u1ecbnh v\u1ecb\/h\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u th\u00f4ng qua logo, ki\u1ec3u ch\u1eef, m\u00e0u s\u1eafc, th\u00f4ng \u0111i\u1ec7p,…. T\u1ea5t c\u1ea3 \u0111\u1ec1u l\u00e0 nh\u1eefng y\u1ebfu t\u1ed1 quan tr\u1ecdng c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u. Tuy nhi\u00ean, \u0111i\u1ec1u quan tr\u1ecdng c\u1ea7n nh\u1edb l\u00e0 ch\u00fang QUY\u1ebeT \u0110\u1ecaNH v\u00e0 C\u1ea6U TH\u00c0NH\u00a0 to\u00e0n b\u1ed9 h\u00ecnh \u1ea3nh\/\u0111\u1ecbnhh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n. \u0110\u00e2y l\u00e0 m\u1ed9t trong nh\u1eefng nguy\u00ean nh\u00e2n m\u00e0 doanh nhi\u1ec7p kh\u00f4ng ng\u1edd t\u1edbi s\u1ebd l\u00e0m th\u01b0\u01a1ng hi\u1ec7u th\u1ea5t b\u1ea1i ngay t\u1eeb nh\u1eefng b\u01b0\u1edbc \u0111i\/giai \u0111o\u1ea1n \u0111\u1ea7u ti\u00ean.<\/p>\n

Xem th\u00eam: Ph\u00e2n bi\u1ec7t gi\u1eefa Logo v\u00e0 Brand (th\u01b0\u01a1ng hi\u1ec7u)<\/strong><\/a><\/p>\n

Th\u01b0\u01a1ng hi\u1ec7u l\u00e0 g\u00ec? Nh\u1eefng y\u1ebfu t\u1ed1 t\u1ea1o n\u00ean th\u01b0\u01a1ng hi\u1ec7u<\/a><\/strong><\/p>\n

V\u00ed d\u1ee5, h\u00e3y ngh\u0129 th\u01b0\u01a1ng hi\u1ec7u nh\u01b0 m\u1ed9t con ng\u01b0\u1eddi th\u1ef1c s\u1ef1. Li\u1ec7u b\u1ea1n c\u00f3 \u1ea5n t\u01b0\u1ee3ng ho\u1eb7c mu\u1ed1n l\u00e0m quen v\u00e0 duy tr\u00ec m\u1ed1i quan h\u1ec7 v\u1edbi h\u1ecd ch\u1ec9 v\u00ec qu\u1ea7n \u00e1o, trang s\u1ee9c h\u1ecd m\u1eb7c hay l\u00e0 t\u00ednh c\u00e1ch v\u00e0 phong c\u00e1ch \u0111\u1eb7c tr\u01b0ng c\u1ee7a h\u1ecd?\u00a0<\/strong><\/p><\/blockquote>\n

\"\"<\/p>\n

H\u00e3y ch\u1ea5p nh\u1eadn m\u1ed9t th\u1ef1c t\u1ebf ph\u0169 ph\u00e0ng v\u00e0 kh\u00f3 kh\u0103n \u0111\u00f3 l\u00e0 h\u00e3y c\u1ea9n th\u1eadn v\u00ec \u0111\u00f4i khi th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n cu\u1ed1i c\u00f9ng n\u1eb1m ngo\u00e0i kh\u1ea3 n\u0103ng ki\u1ec3m so\u00e1t c\u1ee7a b\u1ea1n.<\/p>\n

Th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n l\u00e0 c\u00e1ch ng\u01b0\u1eddi ti\u00eau d\u00f9ng nh\u00ecn nh\u1eadn b\u1ea1n.\u00a0Theo\u00a0Jerry McLaughlin, vi\u1ebft cho Forbes<\/a> : \u201cN\u00f3i m\u1ed9t c\u00e1ch \u0111\u01a1n gi\u1ea3n, ‘th\u01b0\u01a1ng hi\u1ec7u’ c\u1ee7a b\u1ea1n l\u00e0 nh\u1eefng g\u00ec kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng ngh\u0129 \u0111\u1ebfn khi h\u1ecd nghe th\u1ea5y t\u00ean th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n.\u201d<\/strong><\/em><\/p><\/blockquote>\n

B\u1ea1n c\u00f3 th\u1ec3 thay \u0111\u1ed5i \u0111i\u1ec1u n\u00e0y th\u00f4ng qua thi\u1ebft k\u1ebf, ng\u00f4n ng\u1eef, v\u00e0 h\u00e0nh vi c\u1ee7a m\u00ecnh, nh\u01b0ng cu\u1ed1i c\u00f9ng, b\u1ea1n kh\u00f4ng th\u1ec3 ki\u1ec3m so\u00e1t ho\u00e0n to\u00e0n b\u1ea3n ch\u1ea5t c\u1ed1t l\u00f5i c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u00ecnh.<\/p>\n

Th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n bao g\u1ed3m t\u1ea5t c\u1ea3 nh\u1eefng g\u00ec m\u1ecdi ng\u01b0\u1eddi xem x\u00e9t khi h\u1ecd quy\u1ebft \u0111\u1ecbnh s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m c\u1ee7a b\u1ea1n ho\u1eb7c s\u1eed d\u1ee5ng d\u1ecbch v\u1ee5 c\u1ee7a c\u00f4ng ty b\u1ea1n.<\/strong><\/p><\/blockquote>\n

Th\u1ef1c t\u1ebf l\u00e0, khi b\u1ea1n th\u1ea5y ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111ang ti\u1ebfn h\u00e0nh ki\u1ec3m so\u00e1t th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n – v\u00ed d\u1ee5, khi h\u1ecd t\u1ef1 nhi\u00ean b\u1eaft \u0111\u1ea7u s\u1eed d\u1ee5ng bi\u1ec7t danh thay v\u00ec t\u00ean g\u1ed1c c\u1ee7a b\u1ea1n – \u0111\u00f3 l\u00e0 khi b\u1ea1n bi\u1ebft r\u1eb1ng b\u1ea1n \u0111\u00e3 c\u00f3 m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh m\u1ebd v\u00e0 t\u01b0\u01a1ng lai \u0111\u1ea7y tri\u1ec3n v\u1ecdng (t\u1ea5t nhi\u00ean, mi\u1ec5n l\u00e0 bi\u1ec7t danh \u0111\u00f3 mang t\u00ednh t\u00edch c\u1ef1c!).<\/p>\n

\u0110\u1ed3ng th\u1eddi, vi\u1ec7c nh\u1eadn ra r\u1eb1ng th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n kh\u00f4ng ho\u00e0n to\u00e0n trong t\u1ea7m ki\u1ec3m so\u00e1t c\u1ee7a b\u1ea1n v\u00e0 m\u1ea1nh m\u1ebd nh\u1ea5t l\u00e0 kh\u1ea3 n\u0103ng h\u01b0\u1edbng d\u1eabn ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u00e1ch h\u1ecd n\u00ean nh\u00ecn nh\u1eadn b\u1ea1n l\u00e0 b\u01b0\u1edbc quan tr\u1ecdng \u0111\u1ea7u ti\u00ean trong vi\u1ec7c x\u00e2y d\u1ef1ng m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u th\u00e0nh c\u00f4ng.<\/p>\n

Xem th\u00eam: Nh\u00e2n c\u00e1ch h\u00f3a th\u01b0\u01a1ng hi\u1ec7u l\u00e0 g\u00ec?<\/a><\/strong><\/p>\n

\"\"<\/p>\n

Th\u00f4ng \u0111i\u1ec7p th\u01b0\u01a1ng hi\u1ec7u kh\u00f4ng r\u00f5 r\u00e0ng<\/strong><\/h2>\n

\u0110\u1ec3 \u1ea3nh h\u01b0\u1edfng m\u1ed9t c\u00e1ch th\u00e0nh c\u00f4ng \u0111\u1ebfn c\u00e1ch m\u1ecdi ng\u01b0\u1eddi th\u1ea5y th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n, b\u1ea1n c\u1ea7n tr\u00ecnh b\u00e0y m\u1ed9t th\u00f4ng \u0111i\u1ec7p \u0111\u01a1n gi\u1ea3n, s\u00fac t\u00edch, v\u00e0 th\u1ec3 hi\u1ec7n r\u00f5 th\u1ebf m\u1ea1nh c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u v\u00e0 nh\u1eefng g\u00ec n\u00f3 \u0111\u1ea1i di\u1ec7n. Th\u00f4ng \u0111i\u1ec7p n\u00e0y ph\u1ea3i l\u00e0 h\u1ee9a h\u1eb9n v\u1ec1 gi\u00e1 tr\u1ecb m\u00e0 b\u1ea1n cam k\u1ebft mang l\u1ea1i cho ng\u01b0\u1eddi ti\u00eau d\u00f9ng – suy ngh\u0129 \u0111\u1ea7u ti\u00ean b\u1ea1n mu\u1ed1n h\u1ecd ngh\u0129 \u0111\u1ebfn khi li\u00ean quan \u0111\u1ebfn ho\u1eb7c nh\u00ecn th\u1ea5y th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n. Th\u00f4ng \u0111i\u1ec7p c\u1ea7n ph\u1ea3i r\u00f5 r\u00e0ng, ng\u1eafn g\u1ecdn, v\u00e0 d\u1ec5 d\u00e0ng truy\u1ec1n \u0111\u1ea1t.<\/p>\n

V\u00ed d\u1ee5:<\/p>\n