{"id":16305,"date":"2023-10-27T15:37:34","date_gmt":"2023-10-27T08:37:34","guid":{"rendered":"https:\/\/dtmconsulting.vn\/?p=16305"},"modified":"2023-10-27T15:37:34","modified_gmt":"2023-10-27T08:37:34","slug":"nguyen-nhan-khien-thuong-hieu-that-bai-3","status":"publish","type":"post","link":"https:\/\/dtmconsulting.vn\/en\/nguyen-nhan-khien-thuong-hieu-that-bai-3\/","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 \u2013 Ph\u1ea7n 3"},"content":{"rendered":"<h2><strong>Kh\u00f4ng c\u00f3 <a href=\"https:\/\/dtmconsulting.vn\/en\/usp-la-gi-usp-voi-chien-luoc-phat-trien-thuong-hieu\/\">USP<\/a><\/strong><\/h2>\n<p>\u0110\u1ec3 n\u1ed5i b\u1eadt trong m\u1ed9t th\u1ecb tr\u01b0\u1eddng ng\u00e0y c\u00e0ng \u0111\u00f4ng \u0111\u00fac, kh\u00f4ng ph\u1ea3i \u0111i\u1ec1u d\u1ec5 d\u00e0ng, nh\u01b0ng kh\u00f4ng ph\u1ea3i l\u00e0 kh\u00f4ng th\u1ec3. M\u1ed9t quan ni\u1ec7m sai l\u1ea7m ph\u1ed5 bi\u1ebfn l\u00e0 s\u1ea3n ph\u1ea9m c\u1ee7a b\u1ea1n ph\u1ea3i ch\u01b0a c\u00f3 tr\u00ean th\u1ecb tr\u01b0\u1eddng, m\u1edbi l\u1ea1 ho\u1eb7c th\u1ef1c s\u1ef1 \u0111\u1ed9c \u0111\u00e1o th\u00ec m\u1edbi c\u00f3 th\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c th\u00e0nh c\u00f4ng. Tuy nhi\u00ean, quan \u0111i\u1ec3m n\u00e0y kh\u00f4ng \u0111\u00fang trong nhi\u1ec1 tr\u01b0\u1eddng h\u1ee3p th\u1ef1c t\u1ebf.<\/p>\n<p>V\u00ed d\u1ee5, n\u1ebfu s\u1ea3n ph\u1ea9m c\u1ee7a b\u1ea1n ho\u00e0n to\u00e0n m\u1edbi, li\u1ec7u kh\u00e1ch h\u00e0ng c\u00f3 c\u1ea7n \u0111i\u1ec3m\/ch\u1ee9c n\u0103ng &#8220;ho\u00e0n to\u00e0n m\u1edbi&#8221; \u0111\u00f3 kh\u00f4ng? Hay n\u1ebfu qu\u00e1 m\u1edbi l\u1ea1, li\u1ec7u kh\u00e1ch h\u00e0ng c\u00f3 s\u1eb5n s\u00e0ng ch\u1ecbu r\u1ee7 ro d\u00f9ng th\u1eed nh\u1eefng th\u1ee9 m\u1edbi l\u1ea1 \u0111\u00f3?<\/p>\n<p>Do \u0111\u00f3, \u0111\u1ec3 ph\u00e1t tri\u1ec3n trong m\u1ed9t th\u1ecb tr\u01b0\u1eddng \u0111\u1ea7y c\u1ea1nh tranh nh\u01b0 hi\u1ec7n nay, doanh nghi\u1ec7p kh\u00f4ng nh\u1ea5t thi\u1ebft ph\u1ea3i c\u00f3 m\u1ed9t s\u1ea3n ph\u1ea9m m\u1edbi, l\u1ea1. \u0110i\u1ec1u quan tr\u1ecdng l\u00e0 s\u1ea3n ph\u1ea9m (h\u00e0ng h\u00f3a\/d\u1ecbch v\u1ee5) ho\u1eb7c th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a h\u1ecd ph\u1ea3i c\u00f3 m\u1ed9t \u0111i\u1ec3m b\u00e1n h\u00e0ng \u0111\u1ed9c \u0111\u00e1o (unique selling point &#8211; USP) v\u1eeba nh\u1eb1m thu h\u00fat v\u00e0 v\u1eeba nh\u1eb1m \u0111\u00e1p \u1ee9ng nhu c\u1ea7u kh\u00e1ch h\u00e0ng.<\/p>\n<p>\u0110\u1ec3 th\u1ecbnh v\u01b0\u1ee3ng trong m\u1ed9t th\u1ecb tr\u01b0\u1eddng \u0111\u00f4ng \u0111\u00fac, \u0111i\u1ec1u quan tr\u1ecdng l\u00e0 b\u1ea1n ph\u1ea3i c\u00f3 m\u1ed9t \u0111i\u1ec3m b\u00e1n h\u00e0ng \u0111\u1ed9c \u0111\u00e1o v\u00e0 h\u1ea5p d\u1eabn. Khi s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 c\u1ee7a b\u1ea1n thi\u1ebfu \u0111i s\u1ef1 \u0111\u1eb7c bi\u1ec7t r\u00f5 r\u00e0ng, th\u00ec b\u1ea1n c\u00f3 th\u1ec3 g\u1eb7p kh\u00f3 kh\u0103n.<\/p>\n<blockquote><p>Gi\u00e1o s\u01b0 v\u00e0 t\u00e1c gi\u1ea3 Theodore Levitt, ng\u01b0\u1eddi t\u1eeb Tr\u01b0\u1eddng Kinh doanh Harvard, \u0111\u00e3 t\u00f3m g\u1ecdn \u00fd ki\u1ebfn n\u00e0y b\u1eb1ng c\u00e1ch n\u00f3i:<\/p>\n<p><strong>&#8220;S\u1ef1 kh\u00e1c bi\u1ec7t l\u00e0 m\u1ed9t trong nh\u1eefng ho\u1ea1t \u0111\u1ed9ng chi\u1ebfn l\u01b0\u1ee3c v\u00e0 chi\u1ebfn thu\u1eadt quan tr\u1ecdng nh\u1ea5t m\u00e0 c\u00e1c c\u00f4ng ty c\u1ea7n li\u00ean t\u1ee5c tham gia.&#8221;<\/strong><\/p><\/blockquote>\n<p>Vi\u1ec7c quan s\u00e1t \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh v\u00e0 x\u00e1c \u0111\u1ecbnh c\u00e1ch b\u1ea1n c\u00f3 th\u1ec3 t\u1ea1o \u0111i\u1ec3m kh\u00e1c bi\u1ec7t cho th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u00ecnh l\u00e0 quy\u1ebft \u0111\u1ecbnh quan tr\u1ecdng. T\u00f9y thu\u1ed9c v\u00e0o ng\u00e0nh c\u1ee7a b\u1ea1n, \u0111i\u1ec1u n\u00e0y c\u00f3 th\u1ec3 bao g\u1ed3m:<\/p>\n<ul>\n<li>Ch\u1ea5t l\u01b0\u1ee3ng c\u1ee7a s\u1ea3n ph\u1ea9m m\u00e0 doanh nghi\u1ec7p cung c\u1ea5p<\/li>\n<li>M\u1ee9c \u0111\u1ed9 h\u1ed7 tr\u1ee3\/ch\u0103m s\u00f3c m\u00e0 b\u1ea1n cung c\u1ea5p.<\/li>\n<li><a href=\"https:\/\/dtmconsulting.vn\/en\/gia-tri-thuong-hieu-la-gi-lam-the-nao-de-dinh-gia-thuong-hieu\/\">Gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u<\/a> \u0111\u01b0\u1ee3c c\u00f4ng ch\u00fang bi\u1ebft \u0111\u1ebfn qua c\u00e1c ph\u01b0\u01a1ng ti\u1ec7n truy\u1ec1n th\u00f4ng.<\/li>\n<\/ul>\n<p>H\u00e3y x\u00e1c \u0111\u1ecbnh USP (Unique Selling Proposition) c\u1ee7a b\u1ea1n v\u00e0 \u0111\u1ea3m b\u1ea3o r\u1eb1ng vi\u1ec7c truy\u1ec1n \u0111\u1ea1t \u0111i\u1ec1u n\u00e0y l\u00e0 m\u1ed9t ph\u1ea7n quan tr\u1ecdng trong chi\u1ebfn l\u01b0\u1ee3c ti\u1ebfp th\u1ecb v\u00e0 x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n.<\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter wp-image-6689 size-full\" src=\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2019\/07\/branding.png\" alt=\"\" width=\"512\" height=\"425\" srcset=\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2019\/07\/branding.png 512w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2019\/07\/branding-300x249.png 300w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2019\/07\/branding-176x146.png 176w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2019\/07\/branding-50x42.png 50w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2019\/07\/branding-90x75.png 90w\" sizes=\"(max-width: 512px) 100vw, 512px\" \/><\/p>\n<h2><strong>Kh\u00f4ng l\u1eafng nghe kh\u00e1ch h\u00e0ng<\/strong><\/h2>\n<p>Ngay c\u1ea3 khi t\u00ecnh h\u00ecnh t\u1ecf ra \u1ed5n \u0111\u1ecbnh, b\u1ea1n v\u1eabn c\u1ea7n ph\u1ea3i \u0111\u1eb7t n\u1ed7 l\u1ef1c v\u00e0o vi\u1ec7c c\u1ea3i thi\u1ec7n. M\u1ed9t trong nh\u1eefng ph\u01b0\u01a1ng ph\u00e1p \u01b0a th\u00edch c\u1ee7a t\u00f4i \u0111\u1ec3 x\u00e1c \u0111\u1ecbnh c\u00e1c c\u1ea3i ti\u1ebfn c\u1ea7n thi\u1ebft l\u00e0 t\u01b0\u01a1ng t\u00e1c v\u1edbi kh\u00e1ch h\u00e0ng c\u1ee7a m\u00ecnh. H\u1ecd l\u00e0 nh\u1eefng ng\u01b0\u1eddi s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 c\u1ee7a b\u1ea1n, v\u00e0 h\u1ecd c\u00f3 c\u00e1i nh\u00ecn s\u00e2u s\u1eafc v\u1ec1 \u0111i\u1ec1u g\u00ec l\u00e0m vi\u1ec7c v\u00e0 \u0111i\u1ec1u g\u00ec c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c c\u1ea3i thi\u1ec7n. C\u00f3 nh\u1eefng l\u00fac, b\u1ea1n c\u00f3 th\u1ec3 nh\u1eadn \u0111\u01b0\u1ee3c ph\u1ea3n h\u1ed3i m\u00e0 kh\u00f4ng c\u1ea7n ph\u1ea3i y\u00eau c\u1ea7u. H\u00e3y ti\u1ebfp nh\u1eadn ph\u1ea3n h\u1ed3i n\u00e0y m\u1ed9t c\u00e1ch m\u1edf c\u1eeda v\u00e0 h\u00e3y h\u00e0nh \u0111\u1ed9ng d\u1ef1a tr\u00ean c\u00e1c g\u1ee3i \u00fd \u0111\u00f3. Ngo\u00e0i ra, kh\u00f4ng ch\u1ec9 n\u00ean d\u1ef1a v\u00e0o ph\u1ea3n h\u1ed3i t\u1ef1 \u0111\u1ed9ng, b\u1ea1n c\u0169ng n\u00ean t\u00ecm ki\u1ebfm ph\u1ea3n h\u1ed3i ch\u1ee7 \u0111\u1ed9ng. M\u1ed9t c\u00e1ch d\u1ec5 d\u00e0ng \u0111\u1ec3 l\u00e0m \u0111i\u1ec1u n\u00e0y l\u00e0 t\u1ea1o v\u00e0 ph\u00e2n ph\u1ed1i c\u00e1c b\u1ea3n kh\u1ea3o s\u00e1t kh\u00e1ch h\u00e0ng. \u0110i\u1ec1u n\u00e0y c\u00f3 th\u1ec3 \u00e1p d\u1ee5ng cho c\u1ea3 kh\u00e1ch h\u00e0ng g\u1ea7n \u0111\u00e2y v\u00e0 \u0111\u1eb7c bi\u1ec7t cho nh\u1eefng kh\u00e1ch h\u00e0ng trung th\u00e0nh (b\u1edfi v\u00ec b\u1ea1n mu\u1ed1n bi\u1ebft \u0111i\u1ec1u g\u00ec \u0111\u00e3 gi\u1eef h\u1ecd \u1edf l\u1ea1i, \u0111\u00fang kh\u00f4ng?)<\/p>\n<p>B\u00e0i vi\u1ebft li\u00ean quan: <strong><a href=\"https:\/\/dtmconsulting.vn\/en\/thiet-ke-chien-luoc-marketing-dinh-huong-khach-hang\/\">X\u00e2y d\u1ef1ng chi\u1ebfn l\u01b0\u1ee3c Marketing \u0111\u1ecbnh h\u01b0\u1edbng kh\u00e1ch h\u00e0ng<\/a><\/strong><\/p>\n<h2><strong>Coi s\u1ef1 trung th\u00e0nh c\u1ee7a kh\u00e1ch h\u00e0ng l\u00e0 \u0111i\u1ec1u hi\u1ec3n nhi\u00ean<\/strong><\/h2>\n<p>Nh\u1eefng kh\u00e1ch h\u00e0ng t\u1ed1t nh\u1ea5t v\u00e0 trung th\u00e0nh nh\u1ea5t l\u00e0 nh\u1eefng ng\u01b0\u1eddi \u1ee7ng h\u1ed9 th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n m\u1ed9t c\u00e1ch nhi\u1ec7t t\u00ecnh. \u0110\u00e2y l\u00e0 nh\u1eefng ng\u01b0\u1eddi kh\u00f4ng ch\u1ec9 s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m c\u1ee7a b\u1ea1n, m\u00e0 c\u00f2n nhi\u1ec7t t\u00ecnh gi\u1edbi thi\u1ec7u n\u00f3 \u0111\u1ebfn t\u1ea5t c\u1ea3 b\u1ea1n b\u00e8 c\u1ee7a h\u1ecd.<\/p>\n<p>Tuy nh\u1eefng ng\u01b0\u1eddi n\u00e0y c\u00f3 gi\u00e1 tr\u1ecb v\u00f4 c\u00f9ng qu\u00fd b\u00e1u, nh\u01b0ng h\u00e3y nh\u1edb r\u1eb1ng, khi n\u00f3i \u0111\u1ebfn l\u00f2ng trung th\u00e0nh v\u1edbi th\u01b0\u01a1ng hi\u1ec7u, ng\u01b0\u1eddi ti\u00eau d\u00f9ng th\u01b0\u1eddng c\u00f3 th\u1ec3 thay \u0111\u1ed5i. Ch\u1ec9 v\u00ec h\u1ecd trung th\u00e0nh v\u1edbi b\u1ea1n trong th\u1eddi \u0111i\u1ec3m hi\u1ec7n t\u1ea1i kh\u00f4ng c\u00f3 ngh\u0129a l\u00e0 h\u1ecd s\u1ebd trung th\u00e0nh m\u00e3i m\u00e3i.<\/p>\n<p>\u0110\u1eebng xem nh\u1eb9 l\u00f2ng trung th\u00e0nh c\u1ee7a h\u1ecd, v\u00ec n\u1ebfu kh\u00f4ng, b\u1ea1n c\u00f3 th\u1ec3 g\u00e2y ra vi\u1ec7c h\u1ecd chuy\u1ec3n h\u01b0\u1edbng \u0111\u1ebfn th\u01b0\u01a1ng hi\u1ec7u kh\u00e1c. H\u00e3y ti\u1ebfp t\u1ee5c l\u1eafng nghe, ph\u1ea3n h\u1ed3i v\u00e0 cam k\u1ebft ti\u1ebfp t\u1ee5c l\u00e0m cho h\u1ecd c\u1ea3m th\u1ea5y \u0111\u1eb7c bi\u1ec7t. \u0110i\u1ec1u n\u00e0y gi\u00fap b\u1ea1n duy tr\u00ec m\u1ed1i quan h\u1ec7 v\u1eefng ch\u1eafc v\u1edbi nh\u1eefng ng\u01b0\u1eddi \u1ee7ng h\u1ed9 th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n v\u00e0 \u0111\u1ea3m b\u1ea3o r\u1eb1ng h\u1ecd v\u1eabn \u1edf b\u00ean b\u1ea1n trong h\u00e0nh tr\u00ecnh ph\u00e1t tri\u1ec3n c\u1ee7a b\u1ea1n.<\/p>\n<p>B\u00e0i vi\u1ebft li\u00ean quan: <strong><a href=\"https:\/\/dtmconsulting.vn\/en\/10-quy-tac-danh-cho-chien-luoc-thuong-hieu\/\">10 quy t\u1eafc d\u00e0nh cho chi\u1ebfn l\u01b0\u1ee3c ph\u00e1t tri\u1ec3n th\u01b0\u01a1ng hi\u1ec7u<\/a><\/strong><\/p>\n<h2><strong>Ng\u1ee7 qu\u00ean tr\u00ean chi\u1ebfn th\u1eafng<\/strong><\/h2>\n<p>\u0110\u00f4i khi, c\u00e1c c\u00f4ng ty \u0111ang th\u1ecbnh v\u01b0\u1ee3ng nh\u1ea5t ph\u1ea3i \u0111\u1ed1i m\u1eb7t v\u1edbi nh\u1eefng th\u1ea5t b\u1ea1i l\u1edbn trong vi\u1ec7c qu\u1ea3n l\u00fd th\u01b0\u01a1ng hi\u1ec7u, b\u1edfi v\u00ec h\u1ecd t\u1ecf ra qu\u00e1 t\u1ef1 tin d\u1ef1a tr\u00ean qu\u00e1 kh\u1ee9 c\u1ee7a m\u00ecnh. S\u1ef1 t\u1ef1 tin qu\u00e1 m\u1ee9c c\u00f3 th\u1ec3 khi\u1ebfn h\u1ecd tr\u1edf n\u00ean ki\u00eang nh\u1eabn v\u1edbi vi\u1ec7c th\u1eed nghi\u1ec7m c\u00e1c chi\u1ebfn l\u01b0\u1ee3c m\u1edbi, v\u00e0 \u0111\u00f4i khi th\u1eadm ch\u00ed l\u00e0m h\u1ecd l\u01a1 \u0111\u00e3ng \u0111\u1ebfn \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh hi\u1ec7n t\u1ea1i v\u00e0 ti\u1ec1m n\u0103ng.<\/p>\n<p>Ngh\u1ecbch l\u00fd Icarus \u0111\u01b0\u1ee3c th\u1ec3 hi\u1ec7n th\u00f4ng qua m\u1ed9t c\u00e2u chuy\u1ec7n Hy L\u1ea1p v\u1ec1 Icarus, ng\u01b0\u1eddi \u0111\u00e3 \u0111\u1ed1t ch\u00e1y c\u00e1nh m\u00ecnh sau khi bay qu\u00e1 g\u1ea7n M\u1eb7t tr\u1eddi, m\u1eb7c d\u00f9 anh ta \u0111\u00e3 b\u1ecb c\u1ea3nh b\u00e1o r\u1eb1ng kh\u00f4ng n\u00ean l\u00e0m nh\u01b0 v\u1eady.<\/p>\n<p>T\u01b0\u01a1ng t\u1ef1, nhi\u1ec1u c\u00f4ng ty l\u1edbn th\u01b0\u1eddng t\u1ef1 ph\u00f4 tr\u01b0\u01a1ng v\u00e0 t\u1ef1 \u0111\u00e1nh gi\u00e1 qu\u00e1 cao b\u1ea3n th\u00e2n, \u0111\u1eb7t m\u1ecdi s\u1ef1 t\u1ef1 tin v\u00e0o qu\u00e1 kh\u1ee9 c\u1ee7a h\u1ecd v\u00e0 thi\u1ebfu khoa h\u1ecdc khi \u00e1p d\u1ee5ng c\u00e1c chi\u1ebfn l\u01b0\u1ee3c m\u1edbi. H\u1ecd c\u00f3 th\u1ec3 b\u1ecf qua c\u00e1c nguy c\u01a1 ti\u1ec1m \u1ea9n v\u00e0 kh\u00f4ng tu\u00e2n theo c\u00e1c nguy\u00ean t\u1eafc c\u01a1 b\u1ea3n m\u00e0 \u0111\u00e3 gi\u00fap h\u1ecd \u0111\u1ea1t \u0111\u1ebfn \u0111\u1ec9nh cao trong qu\u00e1 kh\u1ee9.<\/p>\n<p>B\u00e0i vi\u1ebft li\u00ean quan: <strong><a href=\"https:\/\/dtmconsulting.vn\/en\/chien-luoc-mo-rong-thuong-hieu\/\">Chi\u1ebfn l\u01b0\u1ee3c m\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u cho doanh nghi\u1ec7p Vi\u1ec7t \u2013 khi th\u1ecb tr\u01b0\u1eddng \u0111\u1ea7y c\u1ea1nh tranh v\u00e0 bi\u1ebfn \u0111\u1ed9ng<\/a><\/strong><\/p>\n<h3><strong>Th\u1ea5t b\u1ea1i c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u Startbuck t\u1ea1i Vi\u1ec7t Nam- b\u00e0i h\u1ecdc t\u1eeb s\u1ef1 ng\u1ee7 qu\u00ean tr\u00ean chi\u1ebfn th\u1eafng<\/strong><\/h3>\n<p>Kh\u00e1c v\u1edbi c\u00e1c th\u1ecb tr\u01b0\u1eddng kh\u00e1c tr\u00ean to\u00e0n c\u1ea7u, khi th\u00e2m nh\u1eadp v\u00e0o th\u1ecb tr\u01b0\u1eddng Vi\u1ec7t Nam Starbuck \u0111\u00e3 g\u1eb7p r\u1ea5t nhi\u1ec1u kh\u00f3 kh\u0103n.<\/p>\n<p>M\u1edf c\u1eeda h\u00e0ng \u0111\u1ea7u ti\u00ean v\u00e0o th\u1ecb tr\u01b0\u1eddng v\u1ed1n g\u1eafn li\u1ec1n v\u1edbi v\u0103n h\u00f3a c\u00e0 ph\u00ea nh\u01b0 Vi\u1ec7t Nam v\u00e0o n\u0103m 2013. Tuy nhi\u00ean, sau 10 n\u0103m, ch\u1ec9 c\u00f3 87 qu\u00e1n c\u00e0 ph\u00ea Starbucks.\u00a0 Con s\u1ed1 n\u00e0y v\u1eabn kh\u00e1 nh\u1ecf n\u1ebfu so s\u00e1nh v\u1edbi c\u00e1c \u0111\u1ed1i th\u1ee7 nh\u01b0 Highlands Coffee (478), Trung Nguy\u00ean (454) v\u00e0 The Coffee House (146). Quy m\u00f4 c\u1ee7a Starbucks Vi\u1ec7t Nam c\u0169ng k\u00e9m xa chu\u1ed7i n\u00e0y t\u1ea1i m\u1ed9t s\u1ed1 n\u01b0\u1edbc \u0110\u00f4ng Nam \u00c1 kh\u00e1c nh\u01b0 Indonesia (487 c\u1eeda h\u00e0ng) hay Th\u00e1i Lan (425) (s\u1ed1 li\u1ec7u c\u1ee7a Statista t\u00ednh \u0111\u1ebfn th\u00e1ng 10\/2021).<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-12432 size-full lazyload\" data-src=\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2018\/12\/starbucks.jpg\" alt=\"Starbucks\" width=\"700\" height=\"391\" data-srcset=\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2018\/12\/starbucks.jpg 700w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2018\/12\/starbucks-300x168.jpg 300w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2018\/12\/starbucks-260x146.jpg 260w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2018\/12\/starbucks-50x28.jpg 50w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2018\/12\/starbucks-134x75.jpg 134w\" data-sizes=\"(max-width: 700px) 100vw, 700px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 700px; --smush-placeholder-aspect-ratio: 700\/391;\" \/><\/p>\n<p>C\u00f3 kh\u00e1 nhi\u1ec1u nguy\u00ean nh\u00e2n d\u1eabn \u0111\u1ebfn s\u1ef1 &#8220;th\u1ea5t b\u1ea1i&#8221; n\u00e0y c\u1ee7a Starbuck t\u1ea1i th\u1ecb tr\u01b0\u1eddng VI\u1ec7t Nam.<\/p>\n<ul>\n<li>Th\u1ecb tr\u01b0\u1eddng \u01b0a chu\u1ed9ng c\u00e0 ph\u00ea truy\u1ec1n th\u1ed1ng: c\u00f3 th\u1ec3 do qu\u00e1 t\u1ef1 tin v\u00e0o chu\u1ed7i \u0111\u1ed3 u\u1ed1ng c\u1ee7a m\u00ecnh, Starbuck d\u01b0\u1eddng nh\u01b0 qu\u00ean \u0111i m\u1ea5t v\u0103n h\u00f3a, nhu c\u1ea7u c\u1ee7a ng\u01b0\u1eddi Vi\u1ec7t Nam. T\u1ea1i Vi\u1ec7t Nam, c\u00e0 ph\u00ea phin v\u00e0 c\u00e0 ph\u00ea s\u1eefa \u0111\u00e1, r\u1ea5t ph\u1ed5 bi\u1ebfn v\u00e0 \u0111\u01b0\u1ee3c y\u00eau th\u00edch. Starbucks th\u01b0\u1eddng cung c\u1ea5p c\u00e1c lo\u1ea1i c\u00e0 ph\u00ea pha phin v\u00e0 c\u00e0 ph\u00ea Espresso, nh\u01b0ng ch\u00fang kh\u00f4ng th\u1ec3 c\u1ea1nh tranh v\u1ec1 gi\u00e1 c\u1ea3 v\u00e0 th\u1ef1c \u0111\u01a1n v\u1edbi nh\u1eefng qu\u00e1n c\u00e0 ph\u00ea \u0111\u1ecba ph\u01b0\u01a1ng.<\/li>\n<li>Gi\u00e1 c\u1ea3 cao: Starbucks n\u1ed5i ti\u1ebfng v\u1edbi vi\u1ec7c t\u00ednh gi\u00e1 c\u1ea3 cao h\u01a1n so v\u1edbi c\u00e1c qu\u00e1n c\u00e0 ph\u00ea \u0111\u1ecba ph\u01b0\u01a1ng. Ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u1edf Vi\u1ec7t Nam c\u00f3 th\u1ec3 c\u1ea3m th\u1ea5y kh\u00e1 \u0111\u1eaft \u0111\u1ecf khi ch\u1ecdn Starbucks thay v\u00ec c\u00e1c qu\u00e1n c\u00e0 ph\u00ea \u0111\u1ecba ph\u01b0\u01a1ng c\u00f3 gi\u00e1 c\u1ea3 th\u1ea5p h\u01a1n.<\/li>\n<li>C\u1ea1nh tranh kh\u1ed1c li\u1ec7t: Th\u1ecb tr\u01b0\u1eddng c\u00e0 ph\u00ea t\u1ea1i Vi\u1ec7t Nam r\u1ea5t c\u1ea1nh tranh v\u1edbi h\u00e0ng ng\u00e0n qu\u00e1n c\u00e0 ph\u00ea kh\u00e1c nhau. C\u00e1c th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ecba ph\u01b0\u01a1ng v\u00e0 qu\u1ed1c t\u1ebf kh\u00e1c, nh\u01b0 Trung Nguy\u00ean v\u00e0 Highlands Coffee, \u0111\u00e3 t\u1ed3n t\u1ea1i l\u00e2u v\u00e0 c\u00f3 s\u1ef1 hi\u1ec7n di\u1ec7n m\u1ea1nh m\u1ebd. \u0110i\u1ec1u n\u00e0y l\u00e0m cho vi\u1ec7c \u0111\u00e1nh b\u1ea1i c\u1ea1nh tranh tr\u1edf n\u00ean kh\u00f3 kh\u0103n.<\/li>\n<li>Thay \u0111\u1ed5i kh\u1ea9u v\u1ecb: Starbucks c\u00f3 th\u1ef1c \u0111\u01a1n v\u00e0 phong c\u00e1ch ph\u1ee5c v\u1ee5 ri\u00eang bi\u1ec7t, v\u00e0 n\u00f3 kh\u00f4ng ph\u1ea3i l\u00fac n\u00e0o c\u0169ng ph\u00f9 h\u1ee3p v\u1edbi kh\u1ea9u v\u1ecb c\u1ee7a ng\u01b0\u1eddi Vi\u1ec7t. M\u1ed9t s\u1ed1 ng\u01b0\u1eddi c\u00f3 th\u1ec3 th\u1ea5y th\u1ef1c \u0111\u01a1n c\u1ee7a Starbucks qu\u00e1 nhi\u1ec1u l\u1ef1a ch\u1ecdn v\u00e0 kh\u00f4ng quen thu\u1ed9c.<\/li>\n<\/ul>\n<h2><strong>S\u1ea3n ph\u1ea9m kh\u00f4ng ph\u00f9 h\u1ee3p v\u1edbi th\u01b0\u01a1ng hi\u1ec7u<\/strong><\/h2>\n<p>Nghe c\u00f3 v\u1ebb v\u00f4 l\u00fd nh\u1eefng l\u1ea1i l\u00e0 m\u1ed9t trong nh\u1eefng nguy\u00ean nh\u00e2n khi\u1ebfn doanh nghi\u1ec7p <a href=\"https:\/\/dtmconsulting.vn\/en\/xay-dung-va-phat-trien-thuong-hieu-canh-tranh\/\">x\u00e2y d\u1ef1ng v\u00e0 ph\u00e1t tri\u1ec3n th\u01b0\u01a1ng hi\u1ec7u<\/a> th\u1ea5t b\u1ea1i. N\u1ebfu s\u1ea3n ph\u1ea9m b\u1ea1n \u0111ang cung c\u1ea5p kh\u00f4ng \u0111\u00e1p \u1ee9ng \u0111\u01b0\u1ee3c nh\u1eefng g\u00ec n\u00f3 \u0111\u01b0\u1ee3c mi\u00eau t\u1ea3 ho\u1eb7c kh\u00e1ch h\u00e0ng k\u1ef3 v\u1ecdng, li\u00ean t\u01b0\u1edfng th\u00ec b\u1ea1n \u0111ang g\u1eb7p r\u1eafc r\u1ed1i.<\/p>\n<p>N\u1ebfu th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n \u00e1m ch\u1ec9 r\u1eb1ng s\u1ea3n ph\u1ea9m c\u00f3 ch\u1ea5t l\u01b0\u1ee3ng h\u00e0ng \u0111\u1ea7u th\u00ec s\u1ea3n ph\u1ea9m \u0111\u00f3\u00a0<em>c\u1ea7n ph\u1ea3i c\u00f3<\/em>\u00a0ch\u1ea5t l\u01b0\u1ee3ng h\u00e0ng \u0111\u1ea7u.\u00a0T\u00f4i kh\u00f4ng n\u00f3i r\u1eb1ng ch\u01b0a c\u00f3 th\u01b0\u01a1ng hi\u1ec7u n\u00e0o th\u00e0nh c\u00f4ng trong vi\u1ec7c marketing m\u1ed9t s\u1ea3n ph\u1ea9m kh\u00f4ng \u0111\u1ea1t ti\u00eau chu\u1ea9n v\u00e0 kh\u00f4ng \u0111\u00e1p \u1ee9ng \u0111\u01b0\u1ee3c nh\u1eefng tuy\u00ean b\u1ed1.\u00a0C\u00f3 nhi\u1ec1u.\u00a0Ch\u1ec9 c\u1ea7n nh\u00ecn v\u00e0o ng\u00e0nh c\u00f4ng nghi\u1ec7p thu\u1ed1c gi\u1ea3m c\u00e2n.<\/p>\n<p>Nh\u01b0ng \u0111i\u1ec1u \u0111\u00f3 kh\u00f4ng h\u1ec1 d\u1ec5 d\u00e0ng v\u00e0 kh\u00f4ng ph\u1ea3i l\u00e0 c\u00e1ch \u0111\u1ec3 x\u00e2y d\u1ef1ng m\u1ed9t doanh nghi\u1ec7p v\u00e0 th\u01b0\u01a1ng hi\u1ec7u tr\u01b0\u1eddng t\u1ed3n tr\u01b0\u1edbc th\u1eed th\u00e1ch c\u1ee7a th\u1eddi gian.<\/p>\n<p>N\u1ebfu b\u1ea1n \u0111\u00e3 x\u00e2y d\u1ef1ng \u0111\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u00ecnh nh\u01b0ng v\u1eabn c\u00f3 \u0111i\u1ec1u g\u00ec \u0111\u00f3 ch\u01b0a hi\u1ec7u qu\u1ea3, h\u00e3y xem s\u1ea3n ph\u1ea9m cu\u1ed1i c\u00f9ng.\u00a0N\u1ebfu b\u1ea1n l\u00e0m kh\u00e1ch h\u00e0ng th\u1ea5t v\u1ecdng t\u1ea1i th\u1eddi \u0111i\u1ec3m b\u00e1n h\u00e0ng, \u0111\u1eebng mong \u0111\u1ee3i h\u1ecd quay l\u1ea1i.<\/p>\n<p><strong>Xem th\u00eam: <a href=\"https:\/\/dtmconsulting.vn\/en\/lien-tuong-thuong-hieu\/\">Li\u00ean t\u01b0\u1edfng th\u01b0\u01a1ng hi\u1ec7u (brand association) l\u00e0 g\u00ec? C\u00e1c lo\u1ea1i li\u00ean t\u01b0\u1edfng th\u01b0\u01a1ng hi\u1ec7u<\/a><\/strong><\/p>\n<h2><strong>X\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u ch\u1ec9 c\u1ea7n \u0111\u1ea7u t\u01b0 ban \u0111\u1ea7u<\/strong><\/h2>\n<p>Cu\u1ed1i c\u00f9ng, m\u1ed9t \u0111i\u1ec1u DTM Consulting mu\u1ed1n nh\u1ea5n m\u1ea1nh v\u1edbi c\u00e1c c\u00e1 nh\u00e2n, doanh nghi\u1ec7p \u0111\u00e3, \u0111ang v\u00e0 c\u00f3 \u00fd \u0111\u1ecbnh x\u00e2y d\u1ef1ng v\u00e0 ph\u00e1t tri\u1ec3n th\u01b0\u01a1ng hi\u1ec7u \u0111\u00f3 l\u00e0 \u0111\u00e2y kh\u00f4ng ph\u1ea3i ho\u1ea1t \u0111\u1ed9ng ch\u1ec9 c\u1ea7n \u0111\u1ea7u t\u01b0 m\u1ed9t l\u1ea7n. X\u00e2y d\u1ef1ng v\u00e0 ph\u00e1t tri\u1ec3n th\u01b0\u01a1ng hi\u1ec7u (branding) l\u00e0 c\u1ea3 m\u1ed9t qu\u00e1 tr\u00ecnh, c\u1ea7n kh\u00f4ng ng\u1eebng tri\u1ec3n khai.<\/p>\n<p>H\u00e3y nh\u00ecn nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u t\u01b0\u1edfng ch\u1eebng nh\u01b0 b\u1ea5t kh\u1ea3 chi\u1ebfn b\u1ea1i nh\u01b0 Coca-Cola, Apple, Omo,&#8230; H\u00e0ng n\u0103m, h\u1ecd v\u1eabn chi h\u00e0ng tri\u1ec7u \u0111\u00f4 la cho c\u00e1c chi\u1ebfn d\u1ecbch marketing \u0111\u1ec3 duy tr\u00ec s\u1ef1 hi\u1ec7n di\u1ec7n v\u00e0 truy\u1ec1n t\u1ea3i th\u00f4ng \u0111i\u1ec7p th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a h\u1ecd \u0111\u1ebfn v\u1edbi kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau.<\/p>\n<p>B\u00e0i vi\u1ebft li\u00ean quan: <a href=\"https:\/\/dtmconsulting.vn\/en\/tu-van-mo-rong-thuong-hieu\/\"><strong>T\u01b0 v\u1ea5n m\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u cho doanh nghi\u1ec7p Vi\u1ec7t<\/strong><\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>Kh\u00f4ng c\u00f3 USP \u0110\u1ec3 n\u1ed5i b\u1eadt trong m\u1ed9t th\u1ecb tr\u01b0\u1eddng ng\u00e0y c\u00e0ng \u0111\u00f4ng \u0111\u00fac, kh\u00f4ng ph\u1ea3i \u0111i\u1ec1u d\u1ec5 d\u00e0ng, nh\u01b0ng kh\u00f4ng ph\u1ea3i l\u00e0 kh\u00f4ng th\u1ec3. M\u1ed9t quan ni\u1ec7m sai l\u1ea7m ph\u1ed5 bi\u1ebfn l\u00e0 s\u1ea3n ph\u1ea9m c\u1ee7a b\u1ea1n ph\u1ea3i ch\u01b0a c\u00f3 tr\u00ean th\u1ecb tr\u01b0\u1eddng, m\u1edbi l\u1ea1 ho\u1eb7c th\u1ef1c s\u1ef1 \u0111\u1ed9c \u0111\u00e1o th\u00ec m\u1edbi c\u00f3 th\u1ec3 \u0111\u1ea1t [&hellip;]<\/p>","protected":false},"author":20,"featured_media":16316,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"footnotes":""},"categories":[128,74],"tags":[647,674],"class_list":["post-16305","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-chia-se-kien-thuc","category-blog","tag-branding","tag-thuong-hieu",""],"_links":{"self":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/16305","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/users\/20"}],"replies":[{"embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/comments?post=16305"}],"version-history":[{"count":7,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/16305\/revisions"}],"predecessor-version":[{"id":16663,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/16305\/revisions\/16663"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/media\/16316"}],"wp:attachment":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/media?parent=16305"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/categories?post=16305"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/tags?post=16305"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}