{"id":16525,"date":"2023-11-24T10:33:37","date_gmt":"2023-11-24T03:33:37","guid":{"rendered":"https:\/\/dtmconsulting.vn\/?p=16525"},"modified":"2023-12-05T10:28:32","modified_gmt":"2023-12-05T03:28:32","slug":"suc-khoe-thuong-hieu","status":"publish","type":"post","link":"https:\/\/dtmconsulting.vn\/en\/suc-khoe-thuong-hieu\/","title":{"rendered":"C\u00e1ch ki\u1ec3m tra, \u0111o l\u01b0\u1eddng s\u1ee9c kh\u1ecfe th\u01b0\u01a1ng hi\u1ec7u cho doanh nghi\u1ec7p"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Can a brand be 'sick'? Are you sure that your company\u2019s\/product's brand is healthy?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Just like humans can get sick if exposed to the rain, brand health can be negatively affected if it is not monitored, cared for, and nurtured regularly, regardless of whether your brand is large or well-known\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">M\u1ed9t th\u01b0\u01a1ng hi\u1ec7u \u201ckh\u1ecfe m\u1ea1nh\u201d l\u00e0 \u0111i\u1ec1u c\u1ea7n thi\u1ebft cho s\u1ef1 th\u00e0nh c\u00f4ng c\u1ee7a m\u1ed9t doanh nghi\u1ec7p, c\u00f3 th\u1ec3 gi\u00fap th\u00fac \u0111\u1ea9y doanh s\u1ed1 b\u00e1n h\u00e0ng, <\/span><a href=\"https:\/\/dtmconsulting.vn\/en\/toi-uu-hoa-roi-trong-marketing\/\"><span style=\"font-weight: 400;\">t\u1ed1i \u01b0u h\u00f3a ROI<\/span><\/a><span style=\"font-weight: 400;\">, thu h\u00fat nh\u00e2n t\u00e0i,&#8230; V\u1eady th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n \u0111ang \u1edf \u0111\u00e2u? Th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n \u0111ang ho\u1ea1t \u0111\u1ed9ng nh\u01b0 th\u1ebf n\u00e0o so v\u1edbi \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh? M\u1ecdi ng\u01b0\u1eddi bi\u1ebft th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n kh\u00f4ng v\u00e0 nh\u1eadn bi\u1ebft th\u01b0\u01a1ng hi\u1ec7u nh\u01b0 th\u1ebf n\u00e0o? Do v\u1eady, theo d\u00f5i v\u00e0 \u0111o l\u01b0\u1eddng s\u1ee9c kh\u1ecfe th\u01b0\u01a1ng hi\u1ec7u l\u00e0 \u0111i\u1ec1u c\u1ea7n thi\u1ebft, d\u00f9 th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n l\u1edbn hay nh\u1ecf.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Vi\u1ec7c theo d\u00f5i, ph\u00e2n t\u00edch v\u00e0 \u0111o l\u01b0\u1eddng s\u1ee9c kh\u1ecfe th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3 gi\u00fap b\u1ea1n t\u1ea1o v\u00e0 duy tr\u00ec ni\u1ec1m tin v\u1edbi kh\u00e1ch h\u00e0ng hi\u1ec7n t\u1ea1i, kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng. \u0110\u1ed3ng th\u1eddi ho\u1ea1t \u0111\u1ed9ng n\u00e0y c\u0169ng gi\u00fap b\u1ea1n theo d\u00f5i v\u00e0 \u0111\u00e1nh gi\u00e1 hi\u1ec7u qu\u1ea3 c\u00e1c c\u00e1c <\/span><a href=\"https:\/\/dtmconsulting.vn\/en\/thiet-ke-chien-luoc-marketing-dinh-huong-khach-hang\/\"><span style=\"font-weight: 400;\">chi\u1ebfn l\u01b0\u1ee3c marketing<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/dtmconsulting.vn\/en\/10-quy-tac-danh-cho-chien-luoc-thuong-hieu\/\"><span style=\"font-weight: 400;\">chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u<\/span><\/a><span style=\"font-weight: 400;\"> hi\u1ec7n t\u1ea1i c\u1ee7a doanh nghi\u1ec7p.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Tuy nhi\u00ean, b\u1ea1n s\u1ebd \u0111o l\u01b0\u1eddng s\u1ee9c kh\u1ecfe th\u01b0\u01a1ng hi\u1ec7u b\u1eb1ng c\u00e1ch n\u00e0o? N\u00ean s\u1eed d\u1ee5ng c\u00e1c ch\u1ec9 s\u1ed1 n\u00e0o \u0111\u1ec3 theo d\u00f5i, \u0111o l\u01b0\u1eddng? H\u00e3y c\u00f9ng DTM Consulting gi\u1ea3i \u0111\u00e1p c\u00e1c th\u1eafc m\u1eafc tr\u00ean.\u00a0<\/span><\/p>\n<h2><b>C\u00e1c ch\u1ec9 s\u1ed1 (metric) ki\u1ec3m tra v\u00e0 \u0111o l\u01b0\u1eddng s\u1ee9c kh\u1ecfe th\u01b0\u01a1ng hi\u1ec7u<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">S\u1ee9c kh\u1ecfe th\u01b0\u01a1ng hi\u1ec7u l\u00e0 t\u1eadp h\u1ee3p c\u00e1c ch\u1ec9 s\u1ed1 cho bi\u1ebft th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n \u0111ang ho\u1ea1t \u0111\u1ed9ng ra sao, c\u00f3 t\u1ed1t hay kh\u00f4ng. C\u00e1c ch\u1ec9 s\u1ed1 v\u1ec1 s\u1ee9c kh\u1ecfe th\u01b0\u01a1ng hi\u1ec7u cung c\u1ea5p c\u00e1i nh\u00ecn s\u00e2u s\u1eafc v\u1ec1 hi\u1ec7u qu\u1ea3 c\u1ee7a vi\u1ec7c tri\u1ec3n khai c\u00e1c ho\u1ea1t \u0111\u1ed9ng marketing, ph\u00e1t tri\u1ec3n th\u01b0\u01a1ng hi\u1ec7u b\u1ea1n v\u00e0 tr\u1ea3 l\u1eddi c\u00e1c c\u00e2u h\u1ecfi nh\u01b0:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Th\u01b0\u01a1ng hi\u1ec7u \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn t\u00ecnh h\u00ecnh chung c\u1ee7a doanh nghi\u1ec7p nh\u01b0 th\u1ebf n\u00e0o?\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Th\u01b0\u01a1ng hi\u1ec7u \u0111ang c\u00f3 s\u1ef1 k\u1ebft n\u1ed1i v\u1edbi kh\u00e1ch h\u00e0ng nh\u01b0 th\u1ebf n\u00e0o?\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a doanh nghi\u1ec7p \u0111\u1ee9ng \u1edf \u0111\u00e2u so v\u1edbi \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh?<\/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;\">Do v\u1eady, m\u1ed9t v\u00e0i ch\u1ec9 s\u1ed1 ch\u00ednh m\u00e0 b\u1ea1n c\u00f3 th\u1ec3 ph\u00e2n t\u00edch v\u00e0 \u0111o l\u01b0\u1eddng s\u1ee9c kh\u1ecfe th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u00ecnh nh\u01b0 nh\u1eadn bi\u1ebft th\u01b0\u01a1ng hi\u1ec7u (brand awareness), danh ti\u1ebfng th\u01b0\u01a1ng hi\u1ec7u (brand reputation), <\/span><a href=\"https:\/\/dtmconsulting.vn\/en\/dinh-vi-thuong-hieu\/\"><span style=\"font-weight: 400;\">\u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u (brand positioning)<\/span><\/a><span style=\"font-weight: 400;\">, chia s\u1ebb ti\u1ebfng n\u00f3i (share of voice), s<\/span><span style=\"font-weight: 400;\">\u1ef1 g\u1eafn k\u1ebft c\u1ee7a nh\u00e2n vi\u00ean (employee engagement),&#8230;\u00a0<\/span><\/p>\n<h3>Nh\u1eadn bi\u1ebft th\u01b0\u01a1ng hi\u1ec7u (brand awareness)<\/h3>\n<p><span style=\"font-weight: 400;\">Nh\u1eadn bi\u1ebft th\u01b0\u01a1ng hi\u1ec7u l\u00e0 ch\u1ec9 s\u1ed1 cho bi\u1ebft m\u1ee9c \u0111\u1ed9 quen thu\u1ed9c c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u1edbi h\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n. M\u1ed9t th\u01b0\u01a1ng hi\u1ec7u \u201ckh\u1ecfe m\u1ea1nh\u201d kh\u00f4ng ch\u1ec9 c\u00f3 m\u1ee9c \u0111\u1ed9 nh\u1eadn bi\u1ebft th\u01b0\u01a1ng hi\u1ec7u cao m\u00e0 c\u00f2n \u0111\u01b0\u1ee3c kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng\/m\u1ee5c ti\u00eau nh\u1eadn bi\u1ebft theo h\u01b0\u1edbng t\u00edch c\u1ef1c.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">B\u1ea1n c\u00f3 th\u1ec3 xem x\u00e9t l\u1ea1i s\u1ef1 hi\u1ec7n di\u1ec7n c\u1ee7a m\u00ecnh tr\u00ean c\u00e1c k\u00eanh, theo d\u00f5i l\u01b0\u1ee3t th\u1ea3o lu\u1eadn tr\u00ean m\u1ea1ng x\u00e3 h\u1ed9i, l\u01b0u l\u01b0\u1ee3ng truy c\u1eadp website,&#8230; v\u00e0 theo d\u00f5i s\u1ef1 thay \u0111\u1ed5i v\u1ec1 nh\u1eadn bi\u1ebft th\u01b0\u01a1ng hi\u1ec7u theo th\u1eddi gian khi ti\u1ebfn h\u00e0nh \u0111o l\u01b0\u1eddng s\u1ee9c kh\u1ecfe th\u01b0\u01a1ng hi\u1ec7u.\u00a0<\/span><\/p>\n<blockquote><p><span style=\"font-weight: 400;\">Xem th\u00eam: <\/span><a href=\"https:\/\/dtmconsulting.vn\/en\/muc-do-nhan-biet-thuong-hieu\/\"><span style=\"font-weight: 400;\">Top 5 c\u00e1ch \u0111o l\u01b0\u1eddng m\u1ee9c \u0111\u1ed9 nh\u1eadn bi\u1ebft th\u01b0\u01a1ng hi\u1ec7u (brand awareness) cho doanh nghi\u1ec7p | DTM Consulting<\/span><\/a><\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"wp-image-16528 aligncenter\" src=\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2023\/11\/Brand-awareness-1.jpg\" alt=\"Brand awareness\" width=\"348\" height=\"232\" srcset=\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2023\/11\/Brand-awareness-1.jpg 564w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2023\/11\/Brand-awareness-1-300x200.jpg 300w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2023\/11\/Brand-awareness-1-219x146.jpg 219w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2023\/11\/Brand-awareness-1-50x33.jpg 50w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2023\/11\/Brand-awareness-1-113x75.jpg 113w\" sizes=\"(max-width: 348px) 100vw, 348px\" \/><\/p><\/blockquote>\n<h3>Danh ti\u1ebfng th\u01b0\u01a1ng hi\u1ec7u (brand reputation)<\/h3>\n<p><span style=\"font-weight: 400;\">Bi\u1ebft m\u1ee9c \u0111\u1ed9 th\u1ea3o lu\u1eadn xung quanh th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a doanh nghi\u1ec7p, s\u1ef1 ph\u00e1t tri\u1ec3n c\u1ee7a m\u1ee9c \u0111\u1ed9 n\u00e0y theo th\u1eddi gian l\u00e0 quan tr\u1ecdng, tuy nhi\u00ean \u0111i\u1ec1u c\u1ea7n thi\u1ebft l\u00e0 b\u1ea1n ph\u1ea3i bi\u1ebft m\u1ecdi ng\u01b0\u1eddi n\u00f3i g\u00ec v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u doanh nghi\u1ec7p.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ch\u1ec9 s\u1ed1 danh ti\u1ebfng th\u01b0\u01a1ng hi\u1ec7u \u0111o l\u01b0\u1eddng c\u00e1ch \u0111\u1ed1i t\u01b0\u1ee3ng m\u1ee5c ti\u00eau nh\u00ecn nh\u1eadn th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n nh\u01b0 th\u1ebf n\u00e0o. Khi s\u1eed d\u1ee5ng ch\u1ec9 s\u1ed1 n\u00e0y \u0111\u1ec3 \u0111o l\u01b0\u1eddng s\u1ee9c kh\u1ecfe th\u01b0\u01a1ng hi\u1ec7u, b\u1ea1n n\u00ean ph\u00e2n lo\u1ea1i c\u00e1c th\u1ea3o lu\u1eadn t\u00edch c\u1ef1c, ti\u00eau c\u1ef1c v\u00e0 trung l\u1eadp \u0111\u1ec3 th\u1ea5y \u0111\u01b0\u1ee3c b\u1ee9c tranh v\u1ec1 danh ti\u1ebfng th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a doanh nghi\u1ec7p, \u0111\u1ed3ng th\u1eddi c\u0169ng theo d\u00f5i c\u00e1c ch\u1ee7 \u0111\u1ec1 hi\u1ec3n th\u1ecb xung quanh th\u01b0\u01a1ng hi\u1ec7u.<\/span><\/p>\n<h3>\u0110\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u (brand positioning)<\/h3>\n<p><span style=\"font-weight: 400;\">\u0110\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u (brand positioning) x\u00e1c \u0111\u1ecbnh v\u1ecb tr\u00ed c\u1ee7a doanh nghi\u1ec7p b\u1ea1n trong t\u00e2m tr\u00ed kh\u00e1ch h\u00e0ng. Th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n c\u00f3 \u0111ang truy\u1ec1n c\u1ea3m h\u1ee9ng cho h\u1ecd hay t\u00e1c \u0111\u1ed9ng \u0111\u1ebfn suy ngh\u0129 c\u1ee7a h\u1ecd hay kh\u00f4ng? C\u00f3 th\u1ec3 th\u1ef1c t\u1ebf s\u1ebd kh\u00e1c v\u00e0 li\u1ec7u b\u1ea1n c\u00f3 \u0111\u1ea3m b\u1ea3o \u0111\u01b0\u1ee3c m\u1ecdi ng\u01b0\u1eddi s\u1ebd hi\u1ec3u \u0111\u01b0\u1ee3c th\u00f4ng \u0111i\u1ec7p c\u1ee7a b\u1ea1n? Do \u0111\u00f3, b\u1ea1n c\u1ea7n ki\u1ec3m tra ch\u1ec9 s\u1ed1 n\u00e0y khi \u0111o l\u01b0\u1eddng s\u1ee9c kh\u1ecfe th\u01b0\u01a1ng hi\u1ec7u.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Apple, Tesla v\u00e0 Nike l\u00e0 nh\u1eefng v\u00ed d\u1ee5 \u0111i\u1ec3n h\u00ecnh v\u1ec1 nh\u1eefng c\u00f4ng ty c\u00f3 \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh, r\u00f5 r\u00e0ng v\u00e0 truy\u1ec1n \u0111\u01b0\u1ee3c c\u1ea3m h\u1ee9ng \u0111\u1ebfn ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u1ee7a h\u1ecd. Ng\u01b0\u1eddi d\u00f9ng Apple tin r\u1eb1ng h\u1ecd l\u00e0 ng\u01b0\u1eddi \u0111\u1ed5i m\u1edbi v\u00e0 s\u00e1ng t\u1ea1o, ng\u01b0\u1eddi l\u00e1i xe Tesla th\u00e2n thi\u1ec7n v\u1edbi m\u00f4i tr\u01b0\u1eddng v\u00e0 \u0111\u1ed9c quy\u1ec1n, c\u00f2n nh\u1eefng ng\u01b0\u1eddi y\u00eau th\u00edch th\u1ec3 thao c\u1ee7a Nike lu\u00f4n tr\u00e0n \u0111\u1ea7y c\u1ea3m h\u1ee9ng \u0111\u1ec3 chinh ph\u1ee5c v\u00e0 gi\u00e0nh chi\u1ebfn th\u1eafng.\u00a0\u00a0<\/span><\/p>\n<h3>T\u01b0\u01a1ng quan truy\u1ec1n th\u00f4ng (Share of voice)<\/h3>\n<p><span style=\"font-weight: 400;\">B\u1ea1n kh\u00f4ng th\u1ec3 bi\u1ebft th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u00ecnh \u0111ang \u0111\u1ee9ng \u1edf \u0111\u00e2u n\u1ebfu kh\u00f4ng so s\u00e1nh k\u1ebft qu\u1ea3 c\u1ee7a n\u00f3 v\u1edbi \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">B\u1eb1ng c\u00e1ch theo d\u00f5i ch\u1ec9 s\u1ed1 t\u01b0\u01a1ng quan truy\u1ec1n th\u00f4ng (SOV), b\u1ea1n s\u1ebd kh\u00e1m ph\u00e1 \u0111\u01b0\u1ee3c s\u1ed1 l\u01b0\u1ee3ng h\u1ed9i tho\u1ea1i \u0111\u1ec1 c\u1eadp \u0111\u1ebfn th\u01b0\u01a1ng hi\u1ec7u m\u00ecnh v\u00e0 c\u1ea3 th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh. <\/span><span style=\"font-weight: 400;\">\u0110\u00e2y l\u00e0 ch\u1ec9 s\u1ed1 quan tr\u1ecdng \u0111\u1ec3 \u0111\u00e1nh gi\u00e1 s\u1ef1 th\u00e0nh c\u00f4ng c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u b\u1ea1n. T\u1ef7 l\u1ec7 SOV c\u00e0ng cao th\u00ec th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n c\u00e0ng ph\u1ed5 bi\u1ebfn v\u1edbi \u0111\u1ed1i t\u01b0\u1ee3ng m\u1ee5c ti\u00eau.<\/span><\/p>\n<p><img decoding=\"async\" class=\"wp-image-16529 aligncenter lazyload\" data-src=\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2023\/11\/share-of-voice.jpg\" alt=\"share of voice\" width=\"423\" height=\"222\" data-srcset=\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2023\/11\/share-of-voice.jpg 735w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2023\/11\/share-of-voice-300x158.jpg 300w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2023\/11\/share-of-voice-260x137.jpg 260w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2023\/11\/share-of-voice-50x26.jpg 50w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2023\/11\/share-of-voice-143x75.jpg 143w\" data-sizes=\"(max-width: 423px) 100vw, 423px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 423px; --smush-placeholder-aspect-ratio: 423\/222;\" \/><\/p>\n<h3>S\u1ef1 g\u1eafn k\u1ebft c\u1ee7a nh\u00e2n vi\u00ean (employee engagement)<\/h3>\n<p><span style=\"font-weight: 400;\">C\u00e1c c\u00f4ng ty th\u01b0\u1eddng b\u1ecf qua ch\u1ec9 s\u1ed1 n\u00e0y khi \u0111o l\u01b0\u1eddng s\u1ee9c kh\u1ecfe th\u01b0\u01a1ng hi\u1ec7u. Tuy nhi\u00ean, \u0111\u00e2y l\u1ea1i l\u00e0 m\u1ed9t ch\u1ec9 s\u1ed1 quan tr\u1ecdng cho bi\u1ebft nh\u00e2n vi\u00ean c\u1ee7a b\u1ea1n \u0111am m\u00ea c\u00f4ng vi\u1ec7c nh\u01b0 th\u1ebf n\u00e0o. Vi\u1ec7c n\u00e0y c\u00f3 th\u1ec3 d\u1eabn \u0111\u1ebfn ROI cao h\u01a1n, t\u1ed5 ch\u1ee9c hi\u1ec7u qu\u1ea3 h\u01a1n v\u00e0 v\u0103n h\u00f3a l\u00e0m vi\u1ec7c chuy\u00ean nghi\u1ec7p h\u01a1n.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u0110\u1ed3ng th\u1eddi, nh\u1eefng ng\u01b0\u1eddi y\u00eau th\u00edch c\u00f4ng vi\u1ec7c c\u1ee7a h\u1ecd c\u00f3 xu h\u01b0\u1edbng chia s\u1ebb nh\u1eefng s\u1ef1 ki\u1ec7n, th\u00f4ng tin c\u1ee7a doanh nghi\u1ec7p tr\u00ean m\u1ea1ng x\u00e3 h\u1ed9i. \u0110i\u1ec1u n\u00e0y d\u1ec5 d\u00e0ng thu h\u00fat s\u1ef1 ch\u00fa \u00fd c\u1ee7a m\u1ecdi ng\u01b0\u1eddi v\u1edbi doanh nghi\u1ec7p b\u1ea1n. Nh\u00e2n vi\u00ean c\u1ee7a b\u1ea1n c\u00e0ng g\u1eafn b\u00f3 th\u00ec doanh nghi\u1ec7p b\u1ea1n c\u00e0ng c\u00f3 nhi\u1ec1u ng\u01b0\u1eddi \u1ee7ng h\u1ed9 th\u01b0\u01a1ng hi\u1ec7u v\u00e0 doanh nghi\u1ec7p c\u1ee7a b\u1ea1n. Do \u0111\u00f3, vi\u1ec7c t\u0103ng c\u01b0\u1eddng s\u1ef1 g\u1eafn k\u1ebft c\u1ee7a nh\u00e2n vi\u00ean v\u1edbi c\u00f4ng ty l\u00e0 \u0111i\u1ec1u c\u1ea7n thi\u1ebft.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">&gt;&gt; Xem th\u00eam: <\/span><a href=\"https:\/\/dtmconsulting.vn\/en\/danh-gia-thuong-hieu\/\"><span style=\"font-weight: 400;\">H\u01b0\u1edbng d\u1eabn c\u00e1ch tri\u1ec3n khai \u0111\u00e1nh gi\u00e1 th\u01b0\u01a1ng hi\u1ec7u nh\u1eb1m gia t\u0103ng gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u | DTM Consulting<\/span><\/a><b><\/b><\/p>\n<h2><b>C\u00e1c c\u00e1ch ki\u1ec3m tra s\u1ee9c kh\u1ecfe th\u01b0\u01a1ng hi\u1ec7u (Brand health check)<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">L\u1eafng nghe x\u00e3 h\u1ed9i (social listening), <\/span><a href=\"https:\/\/dtmconsulting.vn\/en\/phong-van-nhom-focus-group\/\"><span style=\"font-weight: 400;\">ph\u1ecfng v\u1ea5n nh\u00f3m t\u1eadp trung (Focus group interview)<\/span><\/a><span style=\"font-weight: 400;\"> v\u00e0 kh\u1ea3o s\u00e1t, thu th\u1eadp v\u00e0 ph\u00e2n t\u00edch ph\u1ea3n h\u1ed3i c\u1ee7a kh\u00e1ch h\u00e0ng l\u00e0 ba c\u00e1ch ph\u1ed5 bi\u1ebfn \u0111\u1ec3 \u0111o l\u01b0\u1eddng s\u1ee9c kh\u1ecfe th\u01b0\u01a1ng hi\u1ec7u.\u00a0<\/span><\/p>\n<h3>L\u1eafng nghe x\u00e3 h\u1ed9i (Social listening)<\/h3>\n<p><a href=\"https:\/\/dtmconsulting.vn\/en\/social-nghien-cuu-thi-truong-truc-tuyen-thuong-hieu\/\"><span style=\"font-weight: 400;\">L\u1eafng nghe x\u00e3 h\u1ed9i (Social listening)<\/span><\/a><span style=\"font-weight: 400;\"> li\u00ean quan \u0111\u1ebfn vi\u1ec7c theo d\u00f5i s\u1ed1 l\u01b0\u1ee3ng \u0111\u1ec1 c\u1eadp xung quanh th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n v\u00e0 c\u1ea3m x\u00fac tr\u00ean m\u1ea1ng x\u00e3 h\u1ed9i, do \u0111\u00f3 c\u00e1ch n\u00e0y th\u1ec3 hi\u1ec7n c\u00e1c ch\u1ec9 s\u1ed1 v\u1ec1 nh\u1eadn bi\u1ebft th\u01b0\u01a1ng hi\u1ec7u, danh ti\u1ebfng th\u01b0\u01a1ng hi\u1ec7u v\u00e0 SOV m\u1ed9t c\u00e1ch r\u00f5 r\u00e0ng nh\u1ea5t. B\u1ea1n c\u00f3 th\u1ec3 s\u1eed d\u1ee5ng c\u00e1c c\u00f4ng c\u1ee5 theo d\u00f5i ph\u01b0\u01a1ng ti\u1ec7n truy\u1ec1n th\u00f4ng x\u00e3 h\u1ed9i \u0111\u1ec3 thu th\u1eadp, ph\u00e2n t\u00edch v\u00e0 \u0111o l\u01b0\u1eddng c\u00e1c t\u1eeb kh\u00f3a, th\u1ea3o lu\u1eadn c\u1ee7a \u0111\u1ed1i t\u01b0\u1ee3ng m\u1ee5c ti\u00eau v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">L\u01b0u \u00fd r\u1eb1ng n\u1ebfu \u0111\u1ed1i t\u01b0\u1ee3ng m\u1ee5c ti\u00eau c\u1ee7a b\u1ea1n kh\u00f4ng d\u00e0nh th\u1eddi gian cho vi\u1ec7c ho\u1ea1t \u0111\u1ed9ng tr\u00ean m\u1ea1ng x\u00e3 h\u1ed9i th\u00ec vi\u1ec7c l\u1eafng nghe tr\u00ean m\u1ea1ng x\u00e3 h\u1ed9i s\u1ebd kh\u00f4ng hi\u1ec7u qu\u1ea3 v\u1edbi b\u1ea1n. L\u00fac n\u00e0y, b\u1ea1n c\u1ea7n \u0111o l\u01b0\u1eddng s\u1ee9c kh\u1ecfe th\u01b0\u01a1ng hi\u1ec7u b\u1eb1ng c\u00e1ch kh\u00e1c.\u00a0<\/span><\/p>\n<p><img decoding=\"async\" class=\"wp-image-16491 aligncenter lazyload\" data-src=\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2023\/11\/Social-listening.jpg\" alt=\"Social listening\" width=\"510\" height=\"287\" data-srcset=\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2023\/11\/Social-listening.jpg 563w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2023\/11\/Social-listening-300x169.jpg 300w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2023\/11\/Social-listening-260x146.jpg 260w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2023\/11\/Social-listening-50x28.jpg 50w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2023\/11\/Social-listening-133x75.jpg 133w\" data-sizes=\"(max-width: 510px) 100vw, 510px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 510px; --smush-placeholder-aspect-ratio: 510\/287;\" \/><\/p>\n<h3>Thu th\u1eadp v\u00e0 ph\u00e2n t\u00edch ph\u1ea3n h\u1ed3i c\u1ee7a kh\u00e1ch h\u00e0ng<span style=\"font-weight: 400;\">\u00a0<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Trong nhi\u1ec1u tr\u01b0\u1eddng h\u1ee3p, danh ti\u1ebfng v\u00e0 nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u l\u00e0 do kh\u00e1ch h\u00e0ng t\u1ea1o n\u00ean. H\u1ecd c\u00f3 th\u1ec3 n\u00f3i v\u1edbi b\u1ea1n b\u00e8, nh\u1eefng ng\u01b0\u1eddi xung quanh c\u1ee7a h\u1ecd ho\u1eb7c \u0111\u1ec3 l\u1ea1i nh\u1eefng \u0111\u00e1nh gi\u00e1 tr\u00ean nhi\u1ec1u k\u00eanh kh\u00e1c nhau. V\u00ec v\u1eady, m\u1ed9t c\u00e1ch kh\u00e1c \u0111\u1ec3 \u0111o l\u01b0\u1eddng s\u1ee9c kh\u1ecfe th\u01b0\u01a1ng hi\u1ec7u l\u00e0 thu th\u1eadp ph\u1ea3n h\u1ed3i c\u1ee7a kh\u00e1ch h\u00e0ng. B\u1ea1n c\u00f3 th\u1ec3 thu \u0111\u01b0\u1ee3c th\u00f4ng tin v\u1ec1 nh\u1eadn th\u1ee9c c\u1ee7a kh\u00e1ch h\u00e0ng thay \u0111\u1ed5i nh\u01b0 th\u1ebf n\u00e0o theo th\u1eddi gian, nh\u1eefng \u0111i\u1ec1u h\u1ecd th\u00edch ho\u1eb7c kh\u00f4ng th\u00edch v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u,&#8230; nh\u1eb1m ph\u00e1t hi\u1ec7n nhu c\u1ea7u, \u0111\u1ec1 xu\u1ea5t v\u00e0 khi\u1ebfu n\u1ea1i c\u1ee7a kh\u00e1ch h\u00e0ng.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u0110\u1ec3 thu th\u1eadp ph\u1ea3n h\u1ed3i c\u1ee7a kh\u00e1ch h\u00e0ng, h\u1ea7u h\u1ebft c\u00e1c c\u00f4ng ty \u0111\u1ec1u th\u1ef1c hi\u1ec7n b\u1eb1ng ph\u01b0\u01a1ng ph\u00e1p ph\u1ecfng v\u1ea5n. B\u1ea1n c\u00f3 th\u1ec3 thu th\u1eadp c\u00e1c th\u00f4ng tin v\u1ec1 nh\u1eefng g\u00ec kh\u00e1ch h\u00e0ng th\u00edch ho\u1eb7c kh\u00f4ng th\u00edch v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u, nh\u1eadn th\u1ee9c c\u1ee7a h\u1ecd v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u nh\u01b0 th\u1ebf n\u00e0o,&#8230; Vi\u1ec7c th\u1ef1c hi\u1ec7n c\u00e1c cu\u1ed9c ph\u1ecfng v\u1ea5n th\u01b0\u01a1ng hi\u1ec7u s\u1ebd cung c\u1ea5p cho c\u00e1c marketer nh\u1eefng th\u00f4ng tin s\u00e2u s\u1eafc v\u1ec1 s\u1ee9c kh\u1ecfe th\u01b0\u01a1ng hi\u1ec7u.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u0110\u1ed3ng th\u1eddi, b\u1ea1n c\u0169ng c\u00f3 th\u1ec3 thu th\u1eadp ph\u1ea3n h\u1ed3i c\u1ee7a kh\u00e1ch h\u00e0ng th\u00f4ng qua d\u1eef li\u1ec7u l\u1ecbch s\u1eed (historical data) v\u00e0 d\u1eef li\u1ec7u ng\u01b0\u1eddi d\u00f9ng \u0111\u1ec3 l\u1ea1i tr\u00ean social media.\u00a0<\/span><\/p>\n<h3>Thu th\u1eadp d\u1eef li\u1ec7u \u0111\u1ecbnh t\u00ednh \u0111\u1ed1i v\u1edbi kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng\/m\u1ee5c ti\u00eau<\/h3>\n<p><span style=\"font-weight: 400;\">L\u1eafng nghe x\u00e3 h\u1ed9i thu th\u1eadp th\u00f4ng tin m\u00e0 m\u1ecdi ng\u01b0\u1eddi t\u1ef1 \u0111\u01b0a l\u00ean m\u1ea1ng. Nh\u01b0ng \u0111\u00f4i khi b\u1ea1n s\u1ebd c\u1ea7n nh\u1eefng c\u00e2u tr\u1ea3 l\u1eddi cho nh\u1eefng c\u00e2u h\u1ecfi c\u1ee5 th\u1ec3 m\u00e0 l\u1eafng nghe x\u00e3 h\u1ed9i kh\u00f4ng th\u1ef1c hi\u1ec7n \u0111\u01b0\u1ee3c. Do \u0111\u00f3, vi\u1ec7c thu th\u1eadp d\u1eef li\u1ec7u \u0111\u1ecbnh t\u00ednh chuy\u00ean s\u00e2u v\u1eabn l\u00e0 vi\u1ec7c l\u00e0m c\u1ea7n thi\u1ebft.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">D\u1eef li\u1ec7u \u0111\u1ecbnh t\u00ednh chuy\u00ean s\u00e2u \u0111\u01b0\u1ee3c cung c\u1ea5p b\u1edfi \u0111\u1ed1i t\u01b0\u1ee3ng m\u1ee5c ti\u00eau c\u1ee7a doanh nghi\u1ec7p s\u1ebd gi\u00fap b\u1ea1n hi\u1ec3u r\u00f5 h\u01a1n v\u1ec1 c\u00e1ch h\u1ecd nh\u00ecn nh\u1eadn th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n. <\/span><span style=\"font-weight: 400;\">Ph\u01b0\u01a1ng ph\u00e1p n\u00e0y c\u0169ng s\u1ebd gi\u00fap b\u1ea1n x\u00e1c \u0111\u1ecbnh m\u1ee9c \u0111\u1ed9 g\u1eafn k\u1ebft c\u1ee7a nh\u00e2n vi\u00ean v\u00e0 \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u0110\u1ec3 thu th\u1eadp d\u1eef li\u1ec7u \u0111\u1ecbnh t\u00ednh nh\u1eb1m ph\u1ee5c v\u1ee5 \u0111o l\u01b0\u1eddng s\u1ee9c kh\u1ecfe th\u01b0\u01a1ng hi\u1ec7u, b\u1ea1n c\u00f3 th\u1ec3 s\u1eed d\u1ee5ng c\u00e1c <\/span><a href=\"https:\/\/dtmconsulting.vn\/en\/nghien-cuu-dinh-tinh\/\"><span style=\"font-weight: 400;\">ph\u01b0\u01a1ng ph\u00e1p nghi\u00ean c\u1ee9u \u0111\u1ecbnh t\u00ednh<\/span><\/a><span style=\"font-weight: 400;\"> nh\u01b0:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Ph\u1ecfng v\u1ea5n c\u00e1 nh\u00e2n (IDI)<\/b><span style=\"font-weight: 400;\">: m\u1ed9t ng\u01b0\u1eddi h\u1ecfi v\u00e0 m\u1ed9t ng\u01b0\u1eddi tr\u1ea3 l\u1eddi nh\u1eb1m thu th\u1eadp d\u1eef li\u1ec7u c\u1ee7a t\u1eebng \u0111\u1ed1i t\u01b0\u1ee3ng m\u1ee5c ti\u00eau<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Ph\u1ecfng v\u1ea5n nh\u00f3m (FGI)<\/b><span style=\"font-weight: 400;\">: m\u1ed9t ng\u01b0\u1eddi d\u1eabn d\u1eaft, th\u1ea3o lu\u1eadn v\u00e0 trao \u0111\u1ed5i v\u1edbi m\u1ed9t nh\u00f3m ng\u01b0\u1eddi \u0111\u01b0\u1ee3c ph\u1ecfng v\u1ea5n<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Quan s\u00e1t<\/b><span style=\"font-weight: 400;\">: quan s\u00e1t h\u00e0nh vi c\u1ee7a \u0111\u1ed1i t\u01b0\u1ee3ng m\u1ee5c ti\u00eau trong \u0111i\u1ec1u ki\u1ec7n t\u1ef1 nhi\u00ean, ho\u00e0n c\u1ea3nh kh\u00e1c nhau \u0111\u1ec3 thu th\u1eadp nh\u1eefng d\u1eef li\u1ec7u \u0111\u1eb7c tr\u01b0ng cho ho\u00e0n c\u1ea3nh \u0111\u00f3<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">M\u1eb7c d\u00f9 kh\u00e1ch h\u00e0ng c\u1ee7a b\u1ea1n c\u00f3 th\u1ec3 c\u00f3 nh\u1eefng v\u1ea5n \u0111\u1ec1 t\u01b0\u01a1ng t\u1ef1 nhau nh\u01b0ng nguy\u00ean nh\u00e2n g\u1ed1c r\u1ec5 c\u1ee7a nh\u1eefng v\u1ea5n \u0111\u1ec1 n\u00e0y r\u1ea5t \u0111a d\u1ea1ng do m\u1ed7i kh\u00e1ch h\u00e0ng \u0111\u1ec1u b\u1ecb \u1ea3nh h\u01b0\u1edfng b\u1edfi c\u00e1c y\u1ebfu t\u1ed1 v\u0103n h\u00f3a, x\u00e3 h\u1ed9i, t\u00e2m l\u00fd c\u00e1 nh\u00e2n kh\u00e1c nhau. Do \u0111\u00f3, nghi\u00ean c\u1ee9u \u0111\u1ecbnh t\u00ednh c\u00f3 th\u1ec3 gi\u00fap b\u1ea1n th\u1ea5u hi\u1ec3u h\u01a1n v\u1ec1 k\u1ef3 v\u1ecdng, pain point, insight c\u1ee7a kh\u00e1ch h\u00e0ng m\u00e0 kh\u00f4ng ph\u01b0\u01a1ng ph\u00e1p nghi\u00ean c\u1ee9u n\u00e0o kh\u00e1c c\u00f3 th\u1ec3 l\u00e0m \u0111\u01b0\u1ee3c.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">DTM Consulting ch\u00fang t\u00f4i cung c\u1ea5p d\u1ecbch v\u1ee5 nghi\u00ean c\u1ee9u \u0111\u1ecbnh t\u00ednh v\u00e0 c\u00f3 th\u1ec3 s\u1eed d\u1ee5ng nhi\u1ec1u ph\u01b0\u01a1ng ph\u00e1p nghi\u00ean c\u1ee9u \u0111\u1ecbnh t\u00ednh kh\u00e1c nhau nh\u1eb1m \u0111em l\u1ea1i k\u1ebft qu\u1ea3 t\u1ed1i \u01b0u nh\u1ea5t cho doanh nghi\u1ec7p. N\u1ebfu b\u1ea1n mu\u1ed1n thu th\u1eadp, ph\u00e2n t\u00edch d\u1eef li\u1ec7u \u0111\u1ecbnh t\u00ednh \u0111\u1ec3 \u0111o l\u01b0\u1eddng s\u1ee9c kh\u1ecfe th\u01b0\u01a1ng hi\u1ec7u hay gi\u1ea3i quy\u1ebft c\u00e1c v\u1ea5n \u0111\u1ec1 li\u00ean quan \u0111\u1ebfn th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a doanh nghi\u1ec7p, h\u00e3y <\/span><a href=\"https:\/\/dtmconsulting.vn\/en\/lien-he\/\"><span style=\"font-weight: 400;\">li\u00ean h\u1ec7 v\u1edbi ch\u00fang t\u00f4i<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>","protected":false},"excerpt":{"rendered":"<p>Th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3 b\u1ecb b\u1ec7nh kh\u00f4ng? B\u1ea1n c\u00f3 ch\u1eafc ch\u1eafn th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a c\u00f4ng ty\/s\u1ea3n ph\u1ea9m c\u1ee7a b\u1ea1n kh\u1ecfe m\u1ea1nh? C\u0169ng gi\u1ed1ng nh\u01b0 con ng\u01b0\u1eddi s\u1ebd b\u1ecb \u1ed1m n\u1ebfu d\u1ea7m m\u01b0a, s\u1ee9c kh\u1ecfe th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3 b\u1ecb \u1ea3nh h\u01b0\u1edfng ti\u00eau c\u1ef1c n\u1ebfu kh\u00f4ng \u0111\u01b0\u1ee3c theo d\u00f5i, quan t\u00e2m v\u00e0 ch\u0103m s\u00f3c th\u01b0\u1eddng xuy\u00ean, [&hellip;]<\/p>","protected":false},"author":17,"featured_media":16526,"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-16525","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\/16525","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=16525"}],"version-history":[{"count":1,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/16525\/revisions"}],"predecessor-version":[{"id":16530,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/16525\/revisions\/16530"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/media\/16526"}],"wp:attachment":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/media?parent=16525"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/categories?post=16525"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/tags?post=16525"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}