{"id":16428,"date":"2023-11-07T14:48:18","date_gmt":"2023-11-07T07:48:18","guid":{"rendered":"https:\/\/dtmconsulting.vn\/?p=16428"},"modified":"2023-12-05T10:30:16","modified_gmt":"2023-12-05T03:30:16","slug":"chien-luoc-thuong-hieu-toan-cau","status":"publish","type":"post","link":"https:\/\/dtmconsulting.vn\/en\/chien-luoc-thuong-hieu-toan-cau\/","title":{"rendered":"Th\u1ef1c thi chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u to\u00e0n c\u1ea7u (Global branding Strategy) cho doanh nghi\u1ec7p Vi\u1ec7t (c\u1eadp nh\u1eadt 2023)"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">B\u1ea1n mu\u1ed1n m\u1edf r\u1ed9ng th\u1ecb tr\u01b0\u1eddng to\u00e0n c\u1ea7u hay mu\u1ed1n kh\u1eb3ng \u0111\u1ecbnh v\u1ecb th\u1ebf th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n tr\u00ean quy m\u00f4 to\u00e0n c\u1ea7u? V\u1eady th\u00ec \u0111\u00e3 \u0111\u1ebfn l\u00fac \u0111\u1ecbnh h\u01b0\u1edbng v\u00e0 ph\u00e1t tri\u1ec3n chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u to\u00e0n c\u1ea7u (global branding strategy). Chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u to\u00e0n c\u1ea7u (global branding strategy) r\u1ea5t c\u1ea7n thi\u1ebft cho nh\u1eefng c\u00f4ng ty mu\u1ed1n t\u0103ng c\u01b0\u1eddng n\u0103ng l\u1ef1c c\u1ea1nh tranh trong kinh doanh qu\u1ed1c t\u1ebf, m\u1edf r\u1ed9ng th\u00e0nh c\u00f4ng s\u1ef1 hi\u1ec7n di\u1ec7n c\u1ee7a m\u00ecnh tr\u00ean nhi\u1ec1u th\u1ecb tr\u01b0\u1eddng v\u00e0 kh\u1eb3ng \u0111\u1ecbnh m\u00ecnh l\u00e0 th\u01b0\u01a1ng hi\u1ec7u to\u00e0n c\u1ea7u.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">V\u1eady doanh nghi\u1ec7p b\u1ea1n c\u1ea7n l\u01b0u \u00fd nh\u1eefng g\u00ec v\u00e0 \u0111\u00e2u s\u1ebd l\u00e0 chi\u1ebfn l\u01b0\u1ee3c ph\u00f9 h\u1ee3p nh\u1ea5t cho doanh nghi\u1ec7p b\u1ea1n khi x\u00e2y d\u1ef1ng chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u to\u00e0n c\u1ea7u? H\u00e3y c\u00f9ng <\/span><a href=\"https:\/\/dtmconsulting.vn\/en\/ve-chung-toi\/\"><span style=\"font-weight: 400;\">DTM Consulting<\/span><\/a><span style=\"font-weight: 400;\"> t\u00ecm hi\u1ec3u trong b\u00e0i vi\u1ebft n\u00e0y.\u00a0<\/span><\/p>\n<h2><b>B\u1ea1n c\u00f3 \u0111ang g\u1eb7p kh\u00f3 kh\u0103n trong vi\u1ec7c m\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u to\u00e0n c\u1ea7u?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">C\u00f3 r\u1ea5t nhi\u1ec1u th\u01b0\u01a1ng hi\u1ec7u \u0111\u00e3 th\u00e0nh c\u00f4ng trong vi\u1ec7c <\/span><a href=\"https:\/\/dtmconsulting.vn\/en\/chien-luoc-mo-rong-thuong-hieu\/\"><span style=\"font-weight: 400;\">m\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u (brand extension)<\/span><\/a><span style=\"font-weight: 400;\"> tr\u00ean th\u1ecb tr\u01b0\u1eddng to\u00e0n c\u1ea7u v\u00e0 g\u1eb7t h\u00e1i \u0111\u01b0\u1ee3c nhi\u1ec1u l\u1ee3i \u00edch kh\u00e1c nhau n\u00ean ng\u00e0y c\u00e0ng c\u00f3 nhi\u1ec1u doanh nghi\u1ec7p mong mu\u1ed1n to\u00e0n c\u1ea7u h\u00f3a th\u01b0\u01a1ng hi\u1ec7u. S\u1ef1 ph\u00e1t tri\u1ec3n c\u1ee7a Internet c\u0169ng \u0111ang t\u1ea1o c\u01a1 h\u1ed9i cho c\u00e1c doanh nghi\u1ec7p Vi\u1ec7t c\u00f3 th\u1ec3 ti\u1ebfp c\u1eadn v\u1edbi nhi\u1ec1u nh\u00f3m kh\u00e1ch h\u00e0ng kh\u00e1c nhau tr\u00ean to\u00e0n c\u1ea7u.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Tuy nhi\u00ean, m\u00f4i tr\u01b0\u1eddng qu\u1ed1c t\u1ebf qu\u00e1 c\u1ea1nh tranh, b\u1ea1n v\u1eeba ph\u1ea3i c\u1ea1nh tranh v\u1edbi nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ecba ph\u01b0\u01a1ng c\u00f3 s\u1eb5n l\u1ee3i th\u1ebf, v\u1eeba ph\u1ea3i c\u1ea1nh tranh v\u1edbi c\u00e1c th\u01b0\u01a1ng hi\u1ec7u\/t\u1eadp \u0111o\u00e0n qu\u1ed1c t\u1ebf m\u1ea1nh m\u1ebd kh\u00e1c. M\u1ed9t s\u1ed1 kh\u00f3 kh\u0103n m\u00e0 doanh nghi\u1ec7p b\u1ea1n c\u00f3 th\u1ec3 g\u1eb7p nh\u01b0:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">C\u00e1c v\u1ea5n \u0111\u1ec1 v\u1ec1 kinh t\u1ebf, m\u00f4i tr\u01b0\u1eddng, lu\u1eadt ph\u00e1p, ch\u00ednh tr\u1ecb c\u1ee7a c\u00e1c khu v\u1ef1c tr\u00ean th\u1ebf gi\u1edbi \u0111\u1ec1u lu\u00f4n bi\u1ebfn \u0111\u1ed9ng, doanh nghi\u1ec7p b\u1ea1n \u0111ang kh\u00f4ng bi\u1ebft c\u00e1ch l\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 m\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u m\u1ed9t c\u00e1ch hi\u1ec7u qu\u1ea3 tr\u00ean th\u1ecb tr\u01b0\u1eddng to\u00e0n c\u1ea7u?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Ngu\u1ed3n l\u1ef1c (t\u00e0i ch\u00ednh, th\u1eddi gian, nh\u00e2n l\u1ef1c,&#8230;) ph\u1ea3i b\u1ecf ra \u0111\u1ec3 x\u00e2y d\u1ef1ng chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u to\u00e0n c\u1ea7u l\u00e0 bao nhi\u00eau?\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">V\u1edbi ngu\u1ed3n l\u1ef1c hi\u1ec7n t\u1ea1i c\u1ee7a doanh nghi\u1ec7p th\u00ec n\u00ean x\u00e2y d\u1ef1ng chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u to\u00e0n c\u1ea7u nh\u01b0 th\u1ebf n\u00e0o?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u2026\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Ph\u00e1t tri\u1ec3n m\u1ed9t <\/span><a href=\"https:\/\/dtmconsulting.vn\/en\/lam-the-nao-de-xay-dung-chien-luoc-thuong-hieu-san-pham-tot-hon-cho-doanh-nghiep-vua-va-nho\/\"><span style=\"font-weight: 400;\">chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u (brand strategy)<\/span><\/a><span style=\"font-weight: 400;\"> t\u1ea1i m\u1ed9t \u0111\u1ecba ph\u01b0\u01a1ng, m\u1ed9t qu\u1ed1c gia \u0111\u00e3 l\u00e0 m\u1ed9t kh\u00f3 kh\u0103n cho doanh nghi\u1ec7p, n\u00ean vi\u1ec7c t\u1ea1o ra m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u to\u00e0n c\u1ea7u l\u1ea1i c\u00e0ng kh\u00f3 kh\u0103n h\u01a1n. Do v\u1eady, vi\u1ec7c t\u00ecm hi\u1ec3u k\u1ef9 c\u00e0ng v\u00e0 ti\u1ebfp c\u1eadn c\u1ea9n th\u1eadn v\u1edbi th\u1ecb tr\u01b0\u1eddng to\u00e0n c\u1ea7u s\u1ebd l\u00e0 m\u1ed9t h\u00e0nh \u0111\u1ed9ng kh\u00f4n ngoan. <\/span><\/p>\n<p><strong>&gt; Xem th\u00eam: <a href=\"https:\/\/dtmconsulting.vn\/en\/tang-thi-phan-mo-rong-thi-truong\/\">C\u00e1ch t\u0103ng th\u1ecb ph\u1ea7n, m\u1edf r\u1ed9ng th\u1ecb tr\u01b0\u1eddng cho doanh nghi\u1ec7p t\u1ea1i Vi\u1ec7t Nam | DTM Consulting<\/a><\/strong><\/p>\n<p>&nbsp;<\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"wp-image-7474 aligncenter\" src=\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2019\/09\/xay-dung-cac-chi-so-kpi.jpg\" alt=\"X\u00e1c \u0111\u1ecbnh c\u00e1c r\u1ee7i ro\" width=\"375\" height=\"197\" srcset=\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2019\/09\/xay-dung-cac-chi-so-kpi.jpg 707w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2019\/09\/xay-dung-cac-chi-so-kpi-300x157.jpg 300w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2019\/09\/xay-dung-cac-chi-so-kpi-600x315.jpg 600w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2019\/09\/xay-dung-cac-chi-so-kpi-260x136.jpg 260w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2019\/09\/xay-dung-cac-chi-so-kpi-50x26.jpg 50w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2019\/09\/xay-dung-cac-chi-so-kpi-143x75.jpg 143w\" sizes=\"(max-width: 375px) 100vw, 375px\" \/><\/p>\n<h2><b>L\u01b0u \u00fd quan tr\u1ecdng c\u1ee7a vi\u1ec7c x\u00e2y d\u1ef1ng chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u to\u00e0n c\u1ea7u (global branding strategy)<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Th\u01b0\u01a1ng hi\u1ec7u to\u00e0n c\u1ea7u (global brand) l\u00e0 <\/span><a href=\"https:\/\/dtmconsulting.vn\/en\/thuong-hieu-la-gi\/\"><span style=\"font-weight: 400;\">th\u01b0\u01a1ng hi\u1ec7u<\/span><\/a><span style=\"font-weight: 400;\"> c\u1ee7a m\u1ed9t s\u1ea3n ph\u1ea9m, m\u1ed9t doanh nghi\u1ec7p \u0111\u01b0\u1ee3c c\u00f4ng nh\u1eadn tr\u00ean to\u00e0n th\u1ebf gi\u1edbi. M\u1ed9t s\u1ed1 th\u01b0\u01a1ng hi\u1ec7u to\u00e0n c\u1ea7u n\u1ed5i ti\u1ebfng tr\u00ean th\u1ebf gi\u1edbi c\u00f3 th\u1ec3 k\u1ec3 \u0111\u1ebfn nh\u01b0 <a href=\"https:\/\/www.coca-cola.com\/vn\/vi\" target=\"_blank\" rel=\"noopener\">Coca-Cola<\/a>, <a href=\"http:\/\/google.com\" target=\"_blank\" rel=\"noopener\">Google<\/a>, <a href=\"https:\/\/www.toyota.com.vn\/\" target=\"_blank\" rel=\"noopener\">Toyota<\/a>, <a href=\"https:\/\/www.apple.com\/\" target=\"_blank\" rel=\"noopener\">Apple<\/a>,&#8230;\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Duy tr\u00ec th\u00f4ng \u0111i\u1ec7p nh\u1ea5t qu\u00e1n: X\u00e2y d\u1ef1ng chi\u1ebfn l\u01b0\u1ee3c to\u00e0n c\u1ea7u c\u00f3 th\u1ec3 gi\u00fap gi\u1ea3m chi ph\u00ed marketing b\u1eb1ng c\u00e1ch duy tr\u00ec <\/span><a href=\"https:\/\/dtmconsulting.vn\/en\/thong-diep-truyen-thong\/\"><span style=\"font-weight: 400;\">th\u00f4ng \u0111i\u1ec7p<\/span><\/a><span style=\"font-weight: 400;\">\u00a0 c\u1ee7a doanh nghi\u1ec7p b\u1ea1n m\u1ed9t c\u00e1ch nh\u1ea5t qu\u00e1n tr\u00ean to\u00e0n c\u1ea7u, \u0111i\u1ec1u n\u00e0y c\u00f3 th\u1ec3 khi\u1ebfn ng\u01b0\u1eddi ti\u00eau d\u00f9ng tr\u00ean th\u1ebf gi\u1edbi d\u1ec5 d\u00e0ng nh\u1eadn ra b\u1ea1n d\u00f9 h\u1ecd \u1edf b\u1ea5t k\u1ef3 qu\u1ed1c gia n\u00e0o. Vi\u1ec7c n\u00e0y c\u0169ng \u0111\u1ed3ng th\u1eddi l\u00e0m t\u0103ng doanh s\u1ed1 b\u00e1n h\u00e0ng t\u1ed5ng th\u1ec3 nh\u1edd vi\u1ec7c ti\u1ebfp c\u1eadn v\u00e0 thu h\u00fat ng\u01b0\u1eddi ti\u00eau d\u00f9ng to\u00e0n c\u1ea7u.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">T\u00e0i ch\u00ednh v\u00e0 ngu\u1ed3n nh\u00e2n l\u1ef1c: \u0110\u1ec3 x\u00e2y d\u1ef1ng v\u00e0 duy tr\u00ec th\u01b0\u01a1ng hi\u1ec7u to\u00e0n c\u1ea7u, b\u1ea1n c\u1ea7n \u0111\u1ea7u t\u01b0 m\u1ed9t l\u01b0\u1ee3ng l\u1edbn t\u00e0i ch\u00ednh v\u00e0 ngu\u1ed3n nh\u00e2n l\u1ef1c \u1ed5n \u0111\u1ecbnh, ch\u1ea5t l\u01b0\u1ee3ng. \u0110i\u1ec1u n\u00e0y bao g\u1ed3m vi\u1ec7c tri\u1ec3n khai c\u00e1c ho\u1ea1t \u0111\u1ed9ng marketing, branding nh\u1eb1m ti\u1ebfp c\u1eadn v\u00e0 chuy\u1ec3n \u0111\u1ed5i kh\u00e1ch h\u00e0ng, x\u00e2y d\u1ef1ng c\u01a1 s\u1edf h\u1ea1 t\u1ea7ng c\u1ea7n thi\u1ebft,&#8230;. H\u00e3y \u0111\u1ea3m b\u1ea3o r\u1eb1ng b\u1ea1n c\u00f3 kh\u1ea3 n\u0103ng t\u00e0i ch\u00ednh \u0111\u1ec3 duy tr\u00ec c\u00e1c ho\u1ea1t \u0111\u1ed9ng n\u00e0y trong th\u1eddi gian d\u00e0i. Vi\u1ec7c nh\u1eafm m\u1ee5c ti\u00eau v\u00e0o nhi\u1ec1u qu\u1ed1c gia l\u00e0m t\u0103ng r\u1ee7i ro t\u00e0i ch\u00ednh v\u00ec doanh nghi\u1ec7p b\u1ea1n c\u00f3 th\u1ec3 kh\u00f4ng th\u1ea5y l\u1ee3i t\u1ee9c \u0111\u1ea7u t\u01b0 v\u00e0o th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u00ecnh ngay l\u1eadp t\u1ee9c v\u00e0 th\u01b0\u1eddng m\u1ea5t v\u00e0i th\u00e1ng ho\u1eb7c th\u1eadm ch\u00ed v\u00e0i n\u0103m \u0111\u1ec3 <\/span><a href=\"https:\/\/dtmconsulting.vn\/en\/building-brand-101-xay-dung-thuong-hieu-co-ban\/\"><span style=\"font-weight: 400;\">x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u<\/span><\/a><span style=\"font-weight: 400;\"> t\u1ea1i m\u1ed9t th\u1ecb tr\u01b0\u1eddng m\u1edbi. V\u00ec c\u1eady, tr\u01b0\u1edbc khi x\u00e2y d\u1ef1ng chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u to\u00e0n c\u1ea7u, b\u1ea1n h\u00e3y c\u00e2n nh\u1eafc v\u00e0 xem x\u00e9t kh\u1ea3 n\u0103ng t\u00e0i ch\u00ednh c\u00f3 \u0111\u1ee7 \u0111\u1ec3 duy tr\u00ec c\u00e1c n\u1ed7 l\u1ef1c marketing trong kho\u1ea3ng th\u1eddi gian d\u00e0i hay kh\u00f4ng.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Ph\u00e1p l\u00fd: , vi\u1ec7c m\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u sang th\u1ecb tr\u01b0\u1eddng to\u00e0n c\u1ea7u c\u0169ng \u0111\u1ed3ng ngh\u0129a v\u1edbi vi\u1ec7c g\u1eb7p ph\u1ea3i c\u00e1c v\u1ea5n \u0111\u1ec1 v\u1ec1 m\u1eb7t ph\u00e1p l\u00fd, \u0111\u1eb7c bi\u1ec7t l\u00e0 nh\u1eefng v\u1ea5n \u0111\u1ec1 do lu\u1eadt ph\u00e1p \u0111\u1ecba ph\u01b0\u01a1ng \u0111\u1eb7t ra. \u0110\u00f3 l\u00e0 l\u00fd do m\u00e0 b\u1ea1n n\u00ean nghi\u00ean c\u1ee9u c\u00e1c quy \u0111\u1ecbnh, lu\u1eadt ph\u00e1p t\u1ea1i \u0111\u1ecba ph\u01b0\u01a1ng ho\u1eb7c qu\u1ed1c gia \u0111\u1ec3 gi\u1ea3m b\u1edbt r\u1ee7i ro khi th\u1ef1c hi\u1ec7n c\u00e1c ho\u1ea1t \u0111\u1ed9ng marketing c\u1ee7a doanh nghi\u1ec7p b\u1ea1n tr\u00ean th\u1ecb tr\u01b0\u1eddng to\u00e0n c\u1ea7u.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u2026\u2026<\/span><\/li>\n<\/ul>\n<p><strong>B\u00e0i vi\u1ebft li\u00ean quan: <a href=\"https:\/\/dtmconsulting.vn\/en\/quan-tri-thuong-hieu-toan-cau\/\">Qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u to\u00e0n c\u1ea7u (Global brand management)<\/a> cho doanh nghi\u1ec7p Vi\u1ec7t<\/strong><\/p>\n<p><img decoding=\"async\" class=\"wp-image-16432 aligncenter lazyload\" data-src=\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2023\/11\/Vi-du-ve-thuong-hieu-toan-cau.jpg\" alt=\"V\u00ed d\u1ee5 v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u to\u00e0n c\u1ea7u\" width=\"436\" height=\"227\" data-srcset=\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2023\/11\/Vi-du-ve-thuong-hieu-toan-cau.jpg 940w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2023\/11\/Vi-du-ve-thuong-hieu-toan-cau-300x156.jpg 300w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2023\/11\/Vi-du-ve-thuong-hieu-toan-cau-768x400.jpg 768w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2023\/11\/Vi-du-ve-thuong-hieu-toan-cau-260x136.jpg 260w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2023\/11\/Vi-du-ve-thuong-hieu-toan-cau-50x26.jpg 50w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2023\/11\/Vi-du-ve-thuong-hieu-toan-cau-144x75.jpg 144w\" data-sizes=\"(max-width: 436px) 100vw, 436px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 436px; --smush-placeholder-aspect-ratio: 436\/227;\" \/><\/p>\n<h2><b>Chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u to\u00e0n c\u1ea7u (global branding strategy) cho m\u1ecdi doanh nghi\u1ec7p<\/b><span style=\"font-weight: 400;\">\u00a0<\/span><\/h2>\n<h3><b>Chi\u1ebfn l\u01b0\u1ee3c \u0111a th\u01b0\u01a1ng hi\u1ec7u (multi-brand strategy)<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">\u0110\u00e2y l\u00e0 m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c t\u1ed1t khi m\u1ed9t qu\u1ed1c gia, m\u1ed9t khu v\u1ef1c c\u00f3 m\u1ed1i li\u00ean h\u1ec7 t\u00edch c\u1ef1c v\u00e0 m\u1ea1nh m\u1ebd v\u1edbi m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u c\u1ee5 th\u1ec3. Chi\u1ebfn l\u01b0\u1ee3c \u0111a th\u01b0\u01a1ng hi\u1ec7u li\u00ean quan \u0111\u1ebfn vi\u1ec7c s\u1eed d\u1ee5ng nhi\u1ec1u th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u1ed9t doanh nghi\u1ec7p trong c\u00f9ng m\u1ed9t th\u1ecb tr\u01b0\u1eddng. \u0110i\u1ec1u n\u00e0y ph\u00f9 h\u1ee3p v\u1edbi c\u00e1c doanh nghi\u1ec7p c\u00f3 nhi\u1ec1u nh\u00e3n hi\u1ec7u s\u1ea3n ph\u1ea9m kh\u00e1c nhau v\u00e0 \u0111\u00e3 c\u00f3 v\u1ecb th\u1ebf nh\u1ea5t \u0111\u1ecbnh t\u1ea1i th\u1ecb tr\u01b0\u1eddng.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Do \u0111\u00f3, khi m\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u tr\u00ean to\u00e0n c\u1ea7u b\u1eb1ng chi\u1ebfn l\u01b0\u1ee3c \u0111a th\u01b0\u01a1ng hi\u1ec7u, doanh nghi\u1ec7p b\u1ea1n n\u00ean ki\u1ec3m tra xem c\u00f3 \u0111\u1ee7 ngu\u1ed3n l\u1ef1c \u0111\u1ec3 \u0111\u1ea7u t\u01b0 v\u00e0o c\u00e1c th\u01b0\u01a1ng hi\u1ec7u kh\u00e1c nhau hay kh\u00f4ng. Sau \u0111\u00f3, h\u00e3y <\/span><a href=\"https:\/\/dtmconsulting.vn\/en\/nghien-cuu-thi-truong-la-gi-market-research\/\"><span style=\"font-weight: 400;\">nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng (market research)<\/span><\/a><span style=\"font-weight: 400;\">, \u0111\u1ed1i th\u1ee7, h\u00e0nh vi v\u00e0 th\u1ecb hi\u1ebfu c\u1ee7a kh\u00e1ch h\u00e0ng \u0111\u1ec3 <\/span><a href=\"https:\/\/dtmconsulting.vn\/en\/loi-the-canh-tranh-trong-dinh-vi-thuong-hieu\/\"><span style=\"font-weight: 400;\">x\u00e1c \u0111\u1ecbnh \u0111i\u1ec3m kh\u00e1c bi\u1ec7t<\/span><\/a><span style=\"font-weight: 400;\"> so v\u1edbi th\u01b0\u01a1ng hi\u1ec7u kh\u00e1c. \u0110\u1ed3ng th\u1eddi, b\u1ea1n c\u0169ng n\u00ean x\u00e1c \u0111\u1ecbnh <\/span><a href=\"https:\/\/dtmconsulting.vn\/en\/gia-tri-thuong-hieu-la-gi-lam-the-nao-de-dinh-gia-thuong-hieu\/\"><span style=\"font-weight: 400;\">gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u (brand value)<\/span><\/a><span style=\"font-weight: 400;\"> \u0111\u1ec3 chi\u1ebfm \u0111\u01b0\u1ee3c s\u1ef1 ch\u00fa \u00fd c\u1ee7a kh\u00e1ch h\u00e0ng tr\u00ean to\u00e0n c\u1ea7u.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">M\u1ed9t v\u00ed d\u1ee5 \u0111i\u1ec3n h\u00ecnh v\u1ec1 chi\u1ebfn l\u01b0\u1ee3c \u0111a th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a <a href=\"https:\/\/www.starbucks.vn\/\" target=\"_blank\" rel=\"noopener\">Starbucks<\/a>. Starbucks s\u1edf h\u1eefu nhi\u1ec1u th\u01b0\u01a1ng hi\u1ec7u kh\u00e1c ngo\u00e0i c\u00e0 ph\u00ea c\u00f9ng t\u00ean. C\u00f4ng ty c\u0169ng s\u1edf h\u1eefu n\u01b0\u1edbc Best, Tazo v\u00e0 Ethos c\u1ee7a Seattle c\u00f9ng nhi\u1ec1u nh\u00e3n hi\u1ec7u \u0111\u1ed3 u\u1ed1ng kh\u00e1c. \u0110i\u1ec1u n\u00e0y cho ph\u00e9p Starbucks n\u1eafm \u0111\u01b0\u1ee3c c\u00e1c ph\u1ea7n th\u1ecb tr\u01b0\u1eddng m\u00e0 th\u01b0\u01a1ng hi\u1ec7u Starbucks c\u1ee7a h\u1ecd kh\u00f4ng th\u1ec3 ti\u1ebfp c\u1eadn \u0111\u01b0\u1ee3c.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">V\u00ed d\u1ee5, nh\u1eefng ng\u01b0\u1eddi t\u1eeb ch\u1ed1i tr\u1ea3 m\u1ee9c gi\u00e1 cao cho c\u00e0 ph\u00ea c\u1ee7a Starbucks s\u1ebd c\u00f3 nhi\u1ec1u kh\u1ea3 n\u0103ng mua Seattle&#8217;s Best h\u01a1n v\u1edbi m\u1ee9c gi\u00e1 th\u1ea5p h\u01a1n. M\u1eb7t kh\u00e1c, nh\u1eefng ng\u01b0\u1eddi ch\u1ec9 u\u1ed1ng tr\u00e0 s\u1ebd c\u00f3 nhi\u1ec1u kh\u1ea3 n\u0103ng mua Tazo h\u01a1n, \u1edf c\u1ea3 c\u1eeda h\u00e0ng Starbucks ho\u1eb7c c\u1eeda h\u00e0ng t\u1ea1p h\u00f3a. B\u1eb1ng c\u00e1ch n\u00e0y, c\u00e1c nh\u00e0 b\u00e1n l\u1ebb c\u00f3 th\u1ec3 d\u00e0nh kh\u00f4ng gian cho nhi\u1ec1u th\u01b0\u01a1ng hi\u1ec7u kh\u00e1c nhau, thay v\u00ec ch\u1ec9 th\u01b0\u01a1ng hi\u1ec7u Starbucks. Chi\u1ebfn l\u01b0\u1ee3c n\u00e0y gi\u00fap c\u00e1c th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a Starbucks c\u00f3 th\u1ec3 ti\u1ebfp c\u1eadn \u0111\u01b0\u1ee3c nhi\u1ec1u<\/span><a href=\"https:\/\/dtmconsulting.vn\/en\/phan-khuc-doi-tuong-muc-tieu-de-ca-nhan-hoa\/\"><span style=\"font-weight: 400;\"> ph\u00e2n kh\u00fac \u0111\u1ed1i t\u01b0\u1ee3ng m\u1ee5c ti\u00eau (segmentation)<\/span><\/a><span style=\"font-weight: 400;\"> kh\u00e1c nhau tr\u00ean to\u00e0n c\u1ea7u.\u00a0<\/span><\/p>\n<p><strong>&gt;&gt; Xem th\u00eam:\u00a0 <a href=\"https:\/\/dtmconsulting.vn\/en\/cac-chien-luoc-phat-trien-thuong-hieu\/\">4 chi\u1ebfn l\u01b0\u1ee3c ph\u00e1t tri\u1ec3n th\u01b0\u01a1ng hi\u1ec7u c\u01a1 b\u1ea3n doanh nghi\u1ec7p c\u1ea7n l\u1ef1a ch\u1ecdn | DTM Consulting<\/a><\/strong><\/p>\n<p><img decoding=\"async\" class=\"aligncenter lazyload\" data-src=\"https:\/\/i.pinimg.com\/564x\/80\/f5\/57\/80f557e6952de59c1849c61297cd3985.jpg\" alt=\"\" width=\"368\" height=\"207\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 368px; --smush-placeholder-aspect-ratio: 368\/207;\" \/><\/p>\n<h3><b>X\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u to\u00e0n c\u1ea7u qua website<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">V\u1edbi s\u1ef1 ph\u00e1t tri\u1ec3n c\u1ee7a Internet tr\u00ean th\u1ebf gi\u1edbi, vi\u1ec7c x\u00e2y d\u1ef1ng chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u to\u00e0n c\u1ea7u th\u00f4ng qua website gi\u00fap doanh nghi\u1ec7p d\u1ec5 d\u00e0ng ti\u1ebfp c\u1eadn v\u00e0 qu\u1ea3ng b\u00e1 th\u01b0\u01a1ng hi\u1ec7u v\u1edbi kh\u00e1ch h\u00e0ng tr\u00ean to\u00e0n c\u1ea7u. Do v\u1eady, khi x\u00e2y d\u1ef1ng chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u to\u00e0n c\u1ea7u tr\u00ean website c\u1ee7a doanh nghi\u1ec7p, b\u1ea1n c\u1ea7n nghi\u00ean c\u1ee9u k\u1ef9 v\u0103n h\u00f3a c\u1ee7a t\u1eebng qu\u1ed1c gia, khu v\u1ef1c v\u00e0 s\u1eed d\u1ee5ng ng\u00f4n ng\u1eef t\u1ea1i qu\u1ed1c gia, khu v\u1ef1c \u0111\u00f3 tr\u00ean website \u0111\u1ec3 truy\u1ec1n \u0111\u1ea1t th\u00f4ng \u0111i\u1ec7p m\u1ed9t c\u00e1ch r\u00f5 r\u00e0ng nh\u1ea5t.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">C\u00e1c c\u00f4ng ty \u0111ang qu\u1ea3ng b\u00e1 th\u00e0nh c\u00f4ng th\u01b0\u01a1ng hi\u1ec7u to\u00e0n c\u1ea7u c\u1ee7a m\u00ecnh tr\u00ean website bao g\u1ed3m Google, Philips, Skype, Ericsson, Hewlett-Packard v\u00e0 Cisco Systems. C\u00e1c c\u00f4ng ty n\u00e0y quan t\u00e2m \u0111\u1ebfn s\u1ef1 kh\u00e1c bi\u1ec7t v\u1ec1 v\u0103n h\u00f3a v\u00e0 ng\u00f4n ng\u1eef gi\u1eefa c\u00e1c qu\u1ed1c gia. H\u1ecd \u0111\u00e3 t\u1ea1o c\u00e1c trang web b\u1eb1ng ng\u00f4n ng\u1eef \u0111\u1ecba ph\u01b0\u01a1ng v\u00e0 \u0111ang s\u1eed d\u1ee5ng h\u00ecnh \u1ea3nh c\u0169ng nh\u01b0 n\u1ed9i dung c\u1ee5 th\u1ec3 cho t\u1eebng qu\u1ed1c gia. Tuy nhi\u00ean, \u0111\u1ed3ng th\u1eddi, trang web c\u1ee7a m\u1ed7i qu\u1ed1c gia \u0111\u1ec1u c\u00f3 giao di\u1ec7n gi\u1ed1ng nh\u01b0 trang web ch\u00ednh c\u1ee7a c\u00f4ng ty \u0111\u1ec3 duy tr\u00ec th\u01b0\u01a1ng hi\u1ec7u t\u1ed5ng th\u1ec3.<\/span><\/p>\n<p><strong>&gt;&gt; Xem th\u00eam: <a href=\"https:\/\/dtmconsulting.vn\/en\/ban-da-tai-style-cho-noi-dung-tren-website-cua-ban-chua\/\">B\u1ea1n \u0111\u00e3 t\u1ea1o &#8220;Style&#8221; cho n\u1ed9i dung tr\u00ean website c\u1ee7a b\u1ea1n ch\u01b0a? | DTM Consulting<\/a><\/strong><\/p>\n<p><strong><a href=\"https:\/\/dtmconsulting.vn\/en\/ban-da-xay-dung-website-dung-dinh-huong-marketing\/\">B\u1ea1n \u0111\u00e3 x\u00e2y d\u1ef1ng Website \u0111\u00fang \u0111\u1ecbnh h\u01b0\u1edbng Marketing? | DTM Consulting<\/a><\/strong><\/p>\n<h2><b>D\u1ecbch v\u1ee5 t\u01b0 v\u1ea5n x\u00e2y d\u1ef1ng chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u to\u00e0n c\u1ea7u\u00a0<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u to\u00e0n c\u1ea7u c\u00f3 kh\u1ea3 n\u0103ng \u0111em l\u1ea1i nh\u1eefng l\u1ee3i \u00edch to l\u1edbn cho doanh nghi\u1ec7p b\u1ea1n. Th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh c\u00f3 th\u1ec3 t\u1ea1o \u1ea5n t\u01b0\u1ee3ng m\u1ea1nh m\u1ebd trong t\u00e2m tr\u00ed kh\u00e1ch h\u00e0ng v\u00e0 c\u00f3 th\u1ec3 t\u1ea1o ra <\/span><a href=\"https:\/\/dtmconsulting.vn\/en\/loi-the-canh-tranh-competitive-advantage\/\"><span style=\"font-weight: 400;\">l\u1ee3i th\u1ebf c\u1ea1nh tranh (competitive advantage)<\/span><\/a><span style=\"font-weight: 400;\"> to l\u1edbn tr\u00ean th\u1ecb tr\u01b0\u1eddng qu\u1ed1c t\u1ebf. \u0110\u1ec3 l\u00e0m \u0111\u01b0\u1ee3c \u0111i\u1ec1u \u0111\u00f3, c\u00e1c quy\u1ebft \u0111\u1ecbnh marketing \u0111\u01b0\u1ee3c \u0111\u01b0a ra ph\u1ea3i d\u1ef1a tr\u00ean c\u01a1 s\u1edf c\u1ee7a ho\u1ea1t \u0111\u1ed9ng nghi\u00ean c\u1ee9u v\u00e0 ph\u00e2n t\u00edch.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">DTM Consulting ch\u00fang t\u00f4i tin r\u1eb1ng c\u00e1c quy\u1ebft \u0111\u1ecbnh v\u1ec1 chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u to\u00e0n c\u1ea7u kh\u00f4ng th\u1ec3 \u0111\u01b0\u1ee3c \u0111\u01b0a ra m\u1ed9t c\u00e1ch ng\u1eabu nhi\u00ean m\u00e0 \u0111\u00f2i h\u1ecfi ph\u1ea3i nghi\u00ean c\u1ee9u k\u1ef9 l\u01b0\u1ee1ng b\u1ed1i c\u1ea3nh kinh doanh v\u00e0 marketing c\u1ee7a doanh nghi\u1ec7p. Hi\u1ec7n t\u1ea1i, DTM Consulting c\u00f3 kh\u1ea3 n\u0103ng cung c\u1ea5p gi\u1ea3i ph\u00e1p <\/span><b>t\u01b0 v\u1ea5n\/h\u01b0\u1edbng d\u1eabn doanh nghi\u1ec7p th\u1ef1c thi tri\u1ec3n khai<\/b><span style=\"font-weight: 400;\"> chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u, chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u\u00a0 to\u00e0n c\u1ea7u cho c\u00e1c doanh nghi\u1ec7p t\u1ea1i Vi\u1ec7t Nam.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">N\u1ebfu b\u1ea1n \u0111ang b\u0103n kho\u0103n hay g\u1eb7p c\u00e1c kh\u00fac m\u1eafc trong vi\u1ec7c x\u00e2y d\u1ef1ng, ph\u00e1t tri\u1ec3n v\u00e0 qu\u1ea3n l\u00fd chi\u1ebfn l\u01b0\u1ee3c to\u00e0n c\u1ea7u, h\u00e3y <\/span><strong><a href=\"https:\/\/dtmconsulting.vn\/en\/lien-he\/\">CONTACT<\/a><\/strong><span style=\"font-weight: 400;\"> v\u1edbi ch\u00fang t\u00f4i \u0111\u1ec3 nh\u1eadn \u0111\u01b0\u1ee3c nh\u1eefng l\u1eddi khuy\u00ean, t\u01b0 v\u1ea5n mi\u1ec5n ph\u00ed t\u1eeb chuy\u00ean gia t\u01b0 v\u1ea5n.<\/span><\/p>","protected":false},"excerpt":{"rendered":"<p>B\u1ea1n mu\u1ed1n m\u1edf r\u1ed9ng th\u1ecb tr\u01b0\u1eddng to\u00e0n c\u1ea7u hay mu\u1ed1n kh\u1eb3ng \u0111\u1ecbnh v\u1ecb th\u1ebf th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n tr\u00ean quy m\u00f4 to\u00e0n c\u1ea7u? V\u1eady th\u00ec \u0111\u00e3 \u0111\u1ebfn l\u00fac \u0111\u1ecbnh h\u01b0\u1edbng v\u00e0 ph\u00e1t tri\u1ec3n chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u to\u00e0n c\u1ea7u (global branding strategy). Chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u to\u00e0n c\u1ea7u (global branding strategy) r\u1ea5t c\u1ea7n thi\u1ebft cho [&hellip;]<\/p>","protected":false},"author":17,"featured_media":16443,"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-16428","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\/16428","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\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/comments?post=16428"}],"version-history":[{"count":5,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/16428\/revisions"}],"predecessor-version":[{"id":16440,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/16428\/revisions\/16440"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/media\/16443"}],"wp:attachment":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/media?parent=16428"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/categories?post=16428"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/tags?post=16428"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}