Tr\u00ean th\u1ef1c t\u1ebf, t\u1ea1i DTM Consulting, ch\u00fang t\u00f4i lu\u00f4n khuy\u1ebfn kh\u00edch doanh nghi\u1ec7p t\u00ecm ki\u1ebfm c\u00e1c ph\u00e2n kh\u00fac m\u1edbi b\u1eb1ng c\u00e1ch thay \u0111\u1ed5i c\u00e1ch ph\u00e2n kh\u00fac truy\u1ec1n th\u1ed1ng. Thay v\u00ec ch\u1ec9 t\u1eadp trung v\u00e0o nh\u1eefng kh\u00e1ch h\u00e0ng c\u0169 \u0111\u00e3 quen v\u1edbi vi\u1ec7c gi\u1ea3m gi\u00e1, doanh nghi\u1ec7p c\u00f3 th\u1ec3 m\u1edf r\u1ed9ng \u0111\u1ebfn nh\u1eefng ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng h\u01a1n b\u1eb1ng c\u00e1ch thay \u0111\u1ed5i y\u1ebfu t\u1ed1 li\u00ean quan \u0111\u1ebfn s\u1edf th\u00edch v\u00e0 h\u00e0nh vi. V\u00ed d\u1ee5:<\/p>\n
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- Nh\u00f3m kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng kh\u00e1c: T\u00ecm ki\u1ebfm nh\u00f3m kh\u00e1ch h\u00e0ng m\u1edbi v\u1edbi h\u00e0nh vi mua s\u1eafm kh\u00e1c bi\u1ec7t (nh\u01b0 nh\u1eefng ng\u01b0\u1eddi \u01b0u ti\u00ean t\u00ednh b\u1ec1n v\u1eefng, ho\u1eb7c th\u00edch nh\u1eefng s\u1ea3n ph\u1ea9m c\u00f3 tr\u1ea3i nghi\u1ec7m \u0111\u1ed9c \u0111\u00e1o thay v\u00ec ch\u1ec9 gi\u00e1 r\u1ebb, s\u1ea3n ph\u1ea9m \u0111\u01b0\u1ee3c c\u00e1 nh\u00e2n h\u00f3a,…)<\/li>\n
- Chuy\u1ec3n \u0111\u1ed5i ph\u00e2n kh\u00fac t\u1eeb gi\u1ea3m gi\u00e1 sang tr\u1ea3i nghi\u1ec7m: T\u1eadp trung v\u00e0o vi\u1ec7c x\u00e2y d\u1ef1ng tr\u1ea3i nghi\u1ec7m ng\u01b0\u1eddi d\u00f9ng, nh\u01b0 t\u1ea1o s\u1ef1 ki\u1ec7n \u0111\u1ed9c quy\u1ec1n ho\u1eb7c k\u1ebft h\u1ee3p mua h\u00e0ng v\u1edbi c\u00e1c ho\u1ea1t \u0111\u1ed9ng gi\u1ea3i tr\u00ed m\u00e0 kh\u00f4ng c\u1ea7n d\u1ef1a v\u00e0o vi\u1ec7c gi\u1ea3m gi\u00e1, khuy\u1ebfn m\u00e3i.<\/li>\n<\/ul>\n
Case Study Apple v\u00e0 Starbuck v\u1ec1 thay \u0111\u1ed5i c\u00e1ch ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng<\/h3>\n
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- Apple<\/a>: Thay v\u00ec nh\u1eafm \u0111\u1ebfn nh\u00f3m kh\u00e1ch h\u00e0ng ph\u1ed5 th\u00f4ng, Apple t\u1eadp trung v\u00e0o nh\u1eefng ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u00f3 thu nh\u1eadp cao v\u00e0 y\u00eau th\u00edch c\u00f4ng ngh\u1ec7. Apple kh\u00f4ng gi\u1ea3m gi\u00e1 m\u1ea1nh, m\u00e0 t\u1ea1o ra m\u1ed9t h\u1ec7 sinh th\u00e1i \u0111\u1ed9c quy\u1ec1n v\u1edbi c\u00e1c s\u1ea3n ph\u1ea9m ch\u1ea5t l\u01b0\u1ee3ng, t\u1eeb \u0111\u00f3 x\u00e2y d\u1ef1ng l\u00f2ng trung th\u00e0nh v\u00e0 kh\u00f4ng c\u1ea7n d\u1ef1a v\u00e0o gi\u1ea3m gi\u00e1.<\/li>\n
- Starbucks<\/a>: Starbucks nh\u1eafm \u0111\u1ebfn nh\u00f3m kh\u00e1ch h\u00e0ng t\u00ecm ki\u1ebfm tr\u1ea3i nghi\u1ec7m h\u01a1n l\u00e0 gi\u00e1 c\u1ea3, x\u00e2y d\u1ef1ng h\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u g\u1eafn li\u1ec1n v\u1edbi phong c\u00e1ch s\u1ed1ng v\u00e0 ch\u1ea5t l\u01b0\u1ee3ng d\u1ecbch v\u1ee5. Th\u01b0\u01a1ng hi\u1ec7u kh\u00f4ng th\u01b0\u1eddng xuy\u00ean gi\u1ea3m gi\u00e1 m\u00e0 thay v\u00e0o \u0111\u00f3 t\u1ea1o ra tr\u1ea3i nghi\u1ec7m \u0111\u1ed9c \u0111\u00e1o t\u1ea1i c\u1eeda h\u00e0ng c\u1ee7a h\u1ecd<\/li>\n<\/ul>\n
Xem th\u00eam: C\u00e1ch ti\u1ebfn h\u00e0nh ph\u00e2n kh\u00fac, l\u1ef1a ch\u1ecdn th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau v\u00e0 \u0111\u1ecbnh v\u1ecb th\u1ecb tr\u01b0\u1eddng<\/a><\/strong><\/p>\n
![\"Quy](\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2021\/08\/Quy-trinh-STP-trong-marketing.png\")
<\/a><\/p>\n\u0110\u1ed5i m\u1edbi s\u1ea3n ph\u1ea9m (h\u00e0ng h\u00f3a ho\u1eb7c d\u1ecbch v\u1ee5)<\/strong><\/h3>\n
Nh\u01b0 \u0111\u00e3 \u0111\u1ec1 c\u1eadp, s\u1ea3n ph\u1ea9m c\u0169ng c\u1ea7n \u0111\u01b0\u1ee3c c\u1eadp nh\u1eadt, c\u1ea3i ti\u1ebfn th\u01b0\u1eddng xuy\u00ean nh\u1eb1m \u0111\u00e1p \u1ee9ng nhu c\u1ea7u th\u1ecb tr\u01b0\u1eddng. \u0110\u1ec3 thay \u0111\u1ed5i th\u00f3i quen kh\u00e1ch h\u00e0ng ch\u1ec9 tr\u00f4ng ch\u1edd v\u00e0o c\u00e1c d\u1ecbp gi\u1ea3m gi\u00e1, khuy\u1ebfn m\u00e3i, doanh nghi\u1ec7p c\u00f3 th\u1ec3 t\u1ea1o ra nh\u1eefng s\u1ea3n ph\u1ea9m m\u1edbi ho\u1eb7c t\u00ednh n\u0103ng m\u1edbi,…. \u0110i\u1ec1u n\u00e0y gi\u00fap doanh nghi\u1ec7p tho\u00e1t kh\u1ecfi s\u1ef1 c\u1ea1nh tranh gi\u00e1 c\u1ea3 v\u00e0 t\u1ea1o ra s\u1ef1 h\u1ea5p d\u1eabn m\u1edbi v\u1edbi kh\u00e1ch h\u00e0ng khi c\u00f3 l\u1ee3i th\u1ebf c\u1ea1nh tranh m\u1edbi.<\/p>\n
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- T\u00edch h\u1ee3p\/k\u1ebft h\u1ee3p v\u1edbi c\u00e1c d\u1ecbch v\u1ee5\/t\u00ednh n\u0103ng b\u1ed5 sung: K\u1ebft h\u1ee3p c\u00e1c y\u1ebfu t\u1ed1 ngo\u00e0i s\u1ea3n ph\u1ea9m ch\u00ednh, ch\u1eb3ng h\u1ea1n nh\u01b0 d\u1ecbch v\u1ee5 t\u01b0 v\u1ea5n chuy\u00ean bi\u1ec7t, qu\u00e0 t\u1eb7ng c\u00e1 nh\u00e2n h\u00f3a, ho\u1eb7c tr\u1ea3i nghi\u1ec7m th\u1ef1c t\u1ebf t\u0103ng c\u01b0\u1eddng (AR) trong mua s\u1eafm.<\/li>\n
- T\u1ea1o c\u00e1c d\u00f2ng s\u1ea3n ph\u1ea9m (product line)<\/a> m\u1edbi: Thay \u0111\u1ed5i c\u00e1c bi\u1ebfn s\u1ed1 trong s\u1ea3n ph\u1ea9m, ch\u1eb3ng h\u1ea1n nh\u01b0 k\u00edch c\u1ee1, ki\u1ec3u d\u00e1ng, m\u00e0u s\u1eafc, ho\u1eb7c ch\u1ee9c n\u0103ng. S\u1ea3n ph\u1ea9m c\u00f3 th\u1ec3 mang m\u1ed9t tr\u1ea3i nghi\u1ec7m ho\u1eb7c c\u00f4ng n\u0103ng m\u1edbi m\u00e0 kh\u00e1ch h\u00e0ng ch\u01b0a t\u1eebng ngh\u0129 t\u1edbi.<\/li>\n<\/ul>\n
Xem th\u00eam:\u00a0<\/strong><\/p>\n
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- 5 chi\u1ebfn l\u01b0\u1ee3c ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m cho m\u1ecdi doanh nghi\u1ec7p<\/a><\/strong><\/li>\n
- Chi\u1ebfn l\u01b0\u1ee3c m\u1edf r\u1ed9ng d\u00f2ng s\u1ea3n ph\u1ea9m (product line) \u2013 C\u00e1ch m\u1edf r\u1ed9ng d\u00f2ng s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5<\/a><\/strong><\/li>\n
- Ch<\/a>i\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><\/li>\n<\/ul>\n
Case Study Tesla v\u00e0 Dyson v\u1ec1 \u0111\u1ed5i m\u1edbi s\u1ea3n ph\u1ea9m<\/h3>\n
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- Tesla: Thay v\u00ec ch\u1ec9 b\u00e1n xe \u0111i\u1ec7n, Tesla cung c\u1ea5p c\u00e1c d\u1ecbch v\u1ee5 nh\u01b0 c\u1eadp nh\u1eadt ph\u1ea7n m\u1ec1m t\u1eeb xa, c\u00f4ng ngh\u1ec7 t\u1ef1 l\u00e1i, v\u00e0 h\u1ec7 sinh th\u00e1i n\u0103ng l\u01b0\u1ee3ng th\u00f4ng qua pin m\u1eb7t tr\u1eddi. \u0110i\u1ec1u n\u00e0y khi\u1ebfn Tesla tr\u1edf n\u00ean kh\u00e1c bi\u1ec7t v\u00e0 kh\u00f3 c\u00f3 th\u1ec3 b\u1ecb c\u1ea1nh tranh b\u1edfi nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u d\u1ef1a tr\u00ean gi\u1ea3m gi\u00e1.<\/li>\n
- Dyson: Thay v\u00ec gi\u1ea3m gi\u00e1 cho c\u00e1c s\u1ea3n ph\u1ea9m m\u00e1y h\u00fat b\u1ee5i, Dyson li\u00ean t\u1ee5c \u0111\u1ed5i m\u1edbi b\u1eb1ng c\u00e1ch ph\u00e1t tri\u1ec3n c\u00f4ng ngh\u1ec7 kh\u00f4ng d\u00e2y, m\u1ea1nh m\u1ebd v\u00e0 nh\u1eb9 h\u01a1n. \u0110i\u1ec1u n\u00e0y mang l\u1ea1i gi\u00e1 tr\u1ecb m\u00e0 ng\u01b0\u1eddi ti\u00eau d\u00f9ng s\u1eb5n s\u00e0ng tr\u1ea3 ti\u1ec1n cao h\u01a1n.<\/li>\n<\/ul>\n
Thay \u0111\u1ed5i k\u00eanh b\u00e1n h\u00e0ng, marketing<\/h3>\n
![\"Multi](\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\")
<\/a>Multi channel, Cross channel v\u00e0 Omni channel<\/p><\/div>\n
Thay v\u00ec ch\u1ec9 s\u1eed d\u1ee5ng c\u00e1c k\u00eanh b\u00e1n h\u00e0ng truy\u1ec1n th\u1ed1ng, doanh nghi\u1ec7p c\u00f3 th\u1ec3 m\u1edf r\u1ed9ng k\u00eanh b\u00e1n h\u00e0ng v\u00e0 th\u1eed c\u00e1c k\u00eanh m\u1edbi ch\u01b0a \u0111\u01b0\u1ee3c khai th\u00e1c. B\u1eb1ng c\u00e1ch kh\u00e1m ph\u00e1 nh\u1eefng k\u00eanh b\u00e1n h\u00e0ng m\u1edbi, ch\u01b0a t\u1eebng khai th\u00e1c, t\u1eeb \u0111\u00f3 \u0111\u01b0a s\u1ea3n ph\u1ea9m \u0111\u1ebfn g\u1ea7n v\u1edbi kh\u00e1ch h\u00e0ng theo nh\u1eefng c\u00e1ch kh\u00e1c bi\u1ec7t, t\u1ea1o n\u00ean l\u1ee3i th\u1ebf c\u1ea1nh tranh<\/p>\n
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- K\u00eanh b\u00e1n h\u00e0ng \u0111\u1ed9c quy\u1ec1n: T\u1ea1o ra c\u00e1c k\u00eanh b\u00e1n h\u00e0ng ri\u00eang bi\u1ec7t d\u00e0nh cho m\u1ed9t s\u1ed1 s\u1ea3n ph\u1ea9m nh\u1ea5t \u0111\u1ecbnh (nh\u01b0 c\u1eeda h\u00e0ng pop-up, ho\u1eb7c m\u1ed9t n\u1ec1n t\u1ea3ng tr\u1ef1c tuy\u1ebfn ch\u1ec9 d\u00e0nh ri\u00eang cho kh\u00e1ch h\u00e0ng th\u00e2n thi\u1ebft).<\/li>\n
- B\u00e1n h\u00e0ng qua \u0111\u1ed1i t\u00e1c: H\u1ee3p t\u00e1c v\u1edbi c\u00e1c th\u01b0\u01a1ng hi\u1ec7u kh\u00e1c \u0111\u1ec3 ph\u00e2n ph\u1ed1i s\u1ea3n ph\u1ea9m qua nh\u1eefng k\u00eanh m\u1edbi m\u00e0 \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng ch\u01b0a quen thu\u1ed9c.<\/li>\n<\/ul>\n
Case Study Nike v\u00e0 Warby Parker v\u1ec1 thay \u0111\u1ed5i c\u00e1ch b\u00e1n h\u00e0ng v\u00e0 marketing<\/h3>\n
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- Nike: Nike \u0111\u00e3 chuy\u1ec3n sang m\u00f4 h\u00ecnh D2C (Direct-to-Consumer), t\u1eadp trung v\u00e0o vi\u1ec7c b\u00e1n h\u00e0ng qua \u1ee9ng d\u1ee5ng Nike v\u00e0 trang web ch\u00ednh th\u1ee9c thay v\u00ec ch\u1ec9 qua c\u00e1c k\u00eanh b\u00e1n l\u1ebb truy\u1ec1n th\u1ed1ng. H\u1ecd cung c\u1ea5p tr\u1ea3i nghi\u1ec7m c\u00e1 nh\u00e2n h\u00f3a th\u00f4ng qua \u1ee9ng d\u1ee5ng, v\u1edbi c\u00e1c \u01b0u \u0111\u00e3i ch\u1ec9 d\u00e0nh ri\u00eang cho ng\u01b0\u1eddi d\u00f9ng app, khi\u1ebfn h\u1ecd kh\u00f4ng c\u1ea7n ph\u1ea3i gi\u1ea3m gi\u00e1 tr\u00ean quy m\u00f4 l\u1edbn.<\/li>\n
- Warby Parker: Thay v\u00ec ch\u1ec9 b\u00e1n m\u1eaft k\u00ednh t\u1ea1i c\u1eeda h\u00e0ng, Warby Parker ph\u00e1t tri\u1ec3n m\u00f4 h\u00ecnh \u201cHome Try-On\u201d – kh\u00e1ch h\u00e0ng c\u00f3 th\u1ec3 ch\u1ecdn 5 m\u1eabu k\u00ednh v\u00e0 th\u1eed t\u1ea1i nh\u00e0 tr\u01b0\u1edbc khi mua. \u0110i\u1ec1u n\u00e0y t\u1ea1o ra m\u1ed9t tr\u1ea3i nghi\u1ec7m mua h\u00e0ng ti\u1ec7n l\u1ee3i v\u00e0 \u0111\u1ed9c \u0111\u00e1o m\u00e0 kh\u00f4ng c\u1ea7n gi\u1ea3m gi\u00e1.<\/li>\n<\/ul>\n
Xem th\u00eam: C\u00e1ch gi\u1ea3m thi\u1ec3u chi ph\u00ed marketing trong thu h\u00fat v\u00e0 chuy\u1ec3n \u0111\u1ed5i kh\u00e1ch h\u00e0ng m\u1edbi<\/a><\/strong><\/p>\n
Thay \u0111\u1ed5i th\u00f4ng \u0111i\u1ec7p truy\u1ec1n th\u00f4ng<\/h3>\n
Thay v\u00ec ch\u1ec9 qu\u1ea3ng c\u00e1o gi\u1ea3m gi\u00e1, doanh nghi\u1ec7p c\u00f3 th\u1ec3 thay \u0111\u1ed5i th\u00f4ng \u0111i\u1ec7p truy\u1ec1n th\u00f4ng \u0111\u1ec3 nh\u1ea5n m\u1ea1nh v\u00e0o c\u00e1c gi\u00e1 tr\u1ecb kh\u00e1c c\u1ee7a s\u1ea3n ph\u1ea9m nh\u01b0 ch\u1ea5t l\u01b0\u1ee3ng, t\u00ednh b\u1ec1n v\u1eefng, v\u00e0 c\u1ea3m x\u00fac m\u00e0 s\u1ea3n ph\u1ea9m mang l\u1ea1i. Thay \u0111\u1ed5i c\u00e1ch ti\u1ebfp c\u1eadn v\u00e0 truy\u1ec1n t\u1ea3i th\u00f4ng \u0111i\u1ec7p \u0111\u1ec3 kh\u00f4ng ch\u1ec9 t\u1eadp trung v\u00e0o gi\u1ea3m gi\u00e1 m\u00e0 h\u01b0\u1edbng t\u1edbi s\u1ef1 m\u1edbi l\u1ea1, c\u1ea3m x\u00fac ho\u1eb7c c\u00e2u chuy\u1ec7n \u0111\u1eb1ng sau s\u1ea3n ph\u1ea9m.<\/p>\n
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- K\u1ebft n\u1ed1i c\u1ea3m x\u00fac: X\u00e2y d\u1ef1ng chi\u1ebfn d\u1ecbch nh\u1ea5n m\u1ea1nh v\u00e0o c\u00e2u chuy\u1ec7n c\u1ee7a s\u1ea3n ph\u1ea9m, gi\u00e1 tr\u1ecb nh\u00e2n v\u0103n, ho\u1eb7c c\u00e1ch s\u1ea3n ph\u1ea9m gi\u00fap c\u1ea3i thi\u1ec7n cu\u1ed9c s\u1ed1ng thay v\u00ec ch\u1ec9 d\u1ef1a v\u00e0o vi\u1ec7c gi\u1ea3m gi\u00e1.<\/li>\n
- T\u1ea1o c\u00e2u chuy\u1ec7n ho\u1eb7c tr\u1ea3i nghi\u1ec7m m\u1edbi: D\u00f9ng y\u1ebfu t\u1ed1 gi\u1ea3i tr\u00ed ho\u1eb7c h\u1ecdc h\u1ecfi \u0111\u1ec3 kh\u00e1ch h\u00e0ng tham gia v\u00e0o c\u00e1c chi\u1ebfn d\u1ecbch th\u00fa v\u1ecb (nh\u01b0 th\u1eed th\u00e1ch tr\u00ean m\u1ea1ng x\u00e3 h\u1ed9i, ho\u1eb7c c\u00e1c tr\u00f2 ch\u01a1i c\u00f3 th\u01b0\u1edfng) thay v\u00ec ch\u1ec9 gi\u1edbi thi\u1ec7u s\u1ea3n ph\u1ea9m thu\u1ea7n t\u00fay.<\/li>\n<\/ul>\n
Case Study Coca-Cola v\u00e0 Patagonia v\u1ec1 thay \u0111\u1ed5i th\u00f4ng \u0111i\u1ec7p truy\u1ec1n th\u00f4ng<\/h3>\n
- \n
- Coca-Cola: Trong c\u00e1c chi\u1ebfn d\u1ecbch nh\u01b0 \u201cShare a Coke\u201d, Coca-Cola thay \u0111\u1ed5i th\u00f4ng \u0111i\u1ec7p t\u1eeb vi\u1ec7c qu\u1ea3ng c\u00e1o s\u1ea3n ph\u1ea9m \u0111\u1ebfn vi\u1ec7c k\u1ebft n\u1ed1i c\u1ea3m x\u00fac, k\u00eau g\u1ecdi kh\u00e1ch h\u00e0ng chia s\u1ebb ni\u1ec1m vui v\u1edbi b\u1ea1n b\u00e8 th\u00f4ng qua c\u00e1c lon Coca-Cola c\u00f3 t\u00ean ri\u00eang tr\u00ean nh\u00e3n, gi\u00fap n\u00e2ng cao s\u1ef1 g\u1eafn k\u1ebft m\u00e0 kh\u00f4ng c\u1ea7n gi\u1ea3m gi\u00e1 s\u1ea3n ph\u1ea9m.<\/li>\n
- Patagonia (th\u01b0\u01a1ng hi\u1ec7u qu\u1ea7n \u00e1o v\u00e0 \u0111\u1ed3 d\u00e3 ngo\u1ea1i n\u1ed5i ti\u1ebfng c\u1ee7a M\u1ef9) : Th\u01b0\u01a1ng hi\u1ec7u n\u00e0y n\u1ed5i ti\u1ebfng kh\u00f4ng khuy\u1ebfn m\u00e3i ho\u1eb7c gi\u1ea3m gi\u00e1 nhi\u1ec1u. Thay v\u00e0o \u0111\u00f3, h\u1ecd t\u1eadp trung v\u00e0o truy\u1ec1n th\u00f4ng v\u1ec1 t\u00ednh b\u1ec1n v\u1eefng v\u00e0 b\u1ea3o v\u1ec7 m\u00f4i tr\u01b0\u1eddng. Patagonia th\u1eadm ch\u00ed c\u00f2n khuy\u1ebfn kh\u00edch kh\u00e1ch h\u00e0ng \u201ckh\u00f4ng mua s\u1eafm\u201d n\u1ebfu kh\u00f4ng c\u1ea7n thi\u1ebft, t\u1eadp trung v\u00e0o s\u1eeda ch\u1eefa s\u1ea3n ph\u1ea9m thay v\u00ec mua m\u1edbi.<\/li>\n<\/ul>\n
Ph\u00e1 b\u1ecf gi\u1edbi h\u1ea1n v\u1ec1 s\u1ea3n ph\u1ea9m<\/h3>\n
Khi m\u1ee9c \u0111\u1ed9 c\u1ea1nh tranh tr\u00ean th\u1ecb tr\u01b0\u1eddng ng\u00e0y c\u00e0ng cao, th\u1ecb ph\u1ea7n cho s\u1ea3n ph\u1ea9m m\u1edbi ng\u00e0y c\u00e0ng gi\u1ea3m, \u0111\u1ec3 c\u00f3 th\u1ec3 m\u1edf r\u1ed9ng th\u1ecb tr\u01b0\u1eddng t\u1ed1t h\u01a1n, doanh nghi\u1ec7p c\u00f3 th\u1ec3 c\u00e2n nh\u1eafc “t\u1ef1 t\u1ea1o ra nhu c\u1ea7u th\u1ecb tr\u01b0\u1eddng m\u1edbi”<\/strong>. \u0110i\u1ec1u n\u00e0y c\u00f3 ngh\u0129a l\u00e0 doanh nghi\u1ec7p n\u00ean t\u1ef1 tho\u00e1t kh\u1ecfi c\u00e1c gi\u1edbi h\u1ea1n c\u1ed1 \u0111\u1ecbnh c\u1ee7a ng\u00e0nh h\u00e0ng, l\u0129nh v\u1ef1c \u0111\u00f3 b\u1eb1ng vi\u1ec7c ph\u00e1 v\u1ee1 gi\u1edbi h\u1ea1n c\u1ee7a s\u1ea3n ph\u1ea9m hi\u1ec7n t\u1ea1i v\u00e0 t\u00edch h\u1ee3p c\u00e1c y\u1ebfu t\u1ed1 t\u1eeb ng\u00e0nh kh\u00e1c \u0111\u1ec3 t\u1ea1o ra gi\u00e1 tr\u1ecb m\u1edbi qua s\u1ea3n ph\u1ea9m ho\u00e0n to\u00e0n m\u1edbi. Doanh nghi\u1ec7p c\u00f3 th\u1ec3 th\u1eed c\u00e1ch l\u00e0m sau:<\/p>\n
- \n
- Li\u00ean ng\u00e0nh<\/strong>: K\u1ebft h\u1ee3p c\u00e1c y\u1ebfu t\u1ed1 t\u1eeb ng\u00e0nh kh\u00e1c \u0111\u1ec3 l\u00e0m phong ph\u00fa s\u1ea3n ph\u1ea9m. V\u00ed d\u1ee5: b\u00e1n s\u1ea3n ph\u1ea9m k\u1ebft h\u1ee3p v\u1edbi g\u00f3i d\u1ecbch v\u1ee5 du l\u1ecbch, s\u1ee9c kh\u1ecfe, ho\u1eb7c h\u1ecdc t\u1eadp.<\/li>\n
- T\u0103ng c\u01b0\u1eddng ti\u1ec7n \u00edch m\u1edbi<\/strong>: T\u00edch h\u1ee3p c\u00f4ng ngh\u1ec7 ho\u1eb7c d\u1ecbch v\u1ee5 m\u1edbi nh\u01b0 AI h\u1ed7 tr\u1ee3 mua s\u1eafm, c\u00e1c \u1ee9ng d\u1ee5ng di \u0111\u1ed9ng gi\u00fap c\u00e1 nh\u00e2n h\u00f3a tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng.<\/li>\n<\/ul>\n
Case Study Grab v\u00e0 Amazon v\u1ec1 ph\u00e1 b\u1ecf gi\u1edbi h\u1ea1n v\u1ec1 s\u1ea3n ph\u1ea9m<\/h3>\n
- \n
- Grab: Grab kh\u00f4ng ch\u1ec9 l\u00e0 m\u1ed9t d\u1ecbch v\u1ee5 g\u1ecdi xe truy\u1ec1n th\u1ed1ng m\u00e0 c\u00f2n m\u1edf r\u1ed9ng ra th\u00e0nh si\u00eau \u1ee9ng d\u1ee5ng cung c\u1ea5p \u0111a d\u1ea1ng c\u00e1c d\u1ecbch v\u1ee5 tr\u00ean m\u1ed9t \u1ee9ng d\u1ee5ng nh\u01b0 giao h\u00e0ng, \u0111i ch\u1ee3, giao \u0111\u1ed3 \u0103n, t\u1eb7ng qu\u00e0,…, t\u1eeb \u0111\u00f3 m\u1edf r\u1ed9ng \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng m\u00e0 kh\u00f4ng c\u1ea7n gi\u1ea3m gi\u00e1 tr\u00ean c\u00e1c d\u1ecbch v\u1ee5 ch\u00ednh.<\/li>\n
- Amazon: Thay v\u00ec ch\u1ec9 l\u00e0 m\u1ed9t trang th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed, Amazon \u0111\u00e3 m\u1edf r\u1ed9ng d\u1ecbch v\u1ee5 sang Amazon Prime v\u1edbi n\u1ed9i dung s\u1ed1 (phim, nh\u1ea1c) v\u00e0 d\u1ecbch v\u1ee5 v\u1eadn chuy\u1ec3n nhanh, cung c\u1ea5p nhi\u1ec1u gi\u00e1 tr\u1ecb kh\u00e1c ngo\u00e0i vi\u1ec7c gi\u1ea3m gi\u00e1 s\u1ea3n ph\u1ea9m. \u0110\u1ed3ng th\u1eddi, \u0111\u1ec3 ph\u00e1t tri\u1ec3n l\u0129nh v\u1ef1c kinh doanh s\u00e1ch truy\u1ec1n th\u1ed1ng, Amazon c\u00f2n t\u1ea1o ra Amazon Kindle – th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a d\u00f2ng m\u00e1y \u0111\u1ecdc s\u00e1ch \u0111i\u1ec7n t\u1eed.\u00a0 C\u00e1c thi\u1ebft b\u1ecb Amazon Kindle cho ph\u00e9p ng\u01b0\u1eddi d\u00f9ng c\u00f3 th\u1ec3 duy\u1ec7t, mua, t\u1ea3i xu\u1ed1ng v\u00e0 \u0111\u1ecdc s\u00e1ch, b\u00e1o, t\u1ea1p ch\u00ed \u0111i\u1ec7n t\u1eed v\u00e0 c\u00e1c ph\u01b0\u01a1ng ti\u1ec7n truy\u1ec1n th\u00f4ng k\u1ef9 thu\u1eadt s\u1ed1 kh\u00e1c qua m\u1ea1ng kh\u00f4ng d\u00e2y k\u1ebft n\u1ed1i v\u1edbi Kindle Store.<\/li>\n<\/ul>\n
Xem th\u00eam:<\/strong><\/p>\n
- \n
- Chi\u1ebfn l\u01b0\u1ee3c s\u1ea3n ph\u1ea9m, s\u1ea3n ph\u1ea9m m\u1edbi trong kinh doanh v\u00e0 marketing<\/a><\/strong><\/li>\n
- Nguy\u00ean nh\u00e2n th\u1ea5t b\u1ea1i c\u1ee7a s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 m\u1edbi \u2013 C\u00e1ch th\u1ee9c ph\u00f2ng tr\u00e1nh r\u1ee7i ro th\u1ea5t b\u1ea1i<\/a>
<\/a><\/strong><\/li>\n<\/ul>\n\u0110i\u1ec1u ch\u1ec9nh m\u00f4 h\u00ecnh kinh doanh (business model)<\/h3>\n
B\u1ea1n c\u00f3 th\u1ec3 th\u1eed thay \u0111\u1ed5i m\u00f4 h\u00ecnh kinh doanh<\/a> – c\u00e1ch ki\u1ebfm l\u1ee3i nhu\u1eadn t\u1eeb s\u1ea3n ph\u1ea9m thay v\u00ec ch\u1ec9 t\u1eadp trung v\u00e0o khuy\u1ebfn m\u00e3i v\u00e0 sale. Doanh nghi\u1ec7p c\u00f3 th\u1ec3 t\u1ea1o ra nh\u1eefng m\u00f4 h\u00ecnh kinh doanh m\u1edbi b\u1eb1ng c\u00e1ch thay \u0111\u1ed5i c\u00e1ch th\u1ee9c kh\u00e1ch h\u00e0ng ti\u1ebfp c\u1eadn v\u00e0 ti\u00eau th\u1ee5 s\u1ea3n ph\u1ea9m.<\/p>\n
- \n
- M\u00f4 h\u00ecnh \u0111\u0103ng k\u00fd (subscription): Thay v\u00ec khuy\u1ebfn m\u00e3i gi\u1ea3m gi\u00e1, cung c\u1ea5p m\u00f4 h\u00ecnh \u0111\u0103ng k\u00fd h\u00e0ng th\u00e1ng\/qu\u00fd \u0111\u1ec3 kh\u00e1ch h\u00e0ng c\u00f3 th\u1ec3 nh\u1eadn \u0111\u01b0\u1ee3c s\u1ea3n ph\u1ea9m \u0111\u1ec1u \u0111\u1eb7n v\u1edbi nh\u1eefng \u01b0u \u0111\u00e3i v\u00e0 \u0111\u1eb7c quy\u1ec1n ri\u00eang.<\/li>\n
- D\u1ecbch v\u1ee5 chia s\u1ebb ho\u1eb7c cho thu\u00ea s\u1ea3n ph\u1ea9m: \u0110\u1ed5i m\u1edbi b\u1eb1ng c\u00e1ch cung c\u1ea5p d\u1ecbch v\u1ee5 cho thu\u00ea s\u1ea3n ph\u1ea9m ho\u1eb7c chia s\u1ebb s\u1ea3n ph\u1ea9m gi\u1eefa c\u00e1c nh\u00f3m kh\u00e1ch h\u00e0ng, t\u1ea1o ra m\u00f4 h\u00ecnh ti\u00eau th\u1ee5 m\u1edbi.<\/li>\n<\/ul>\n
Case Study Dollar Shave Club v\u00e0 Rent the Runway v\u1ec1 \u0111i\u1ec1u ch\u1ec9nh m\u00f4 h\u00ecnh kinh doanh<\/h3>\n
- \n
- Dollar Shave Club: Thay v\u00ec b\u00e1n dao c\u1ea1o l\u1ebb, Dollar Shave Club cung c\u1ea5p d\u1ecbch v\u1ee5 \u0111\u0103ng k\u00fd h\u00e0ng th\u00e1ng, gi\u00fap kh\u00e1ch h\u00e0ng nh\u1eadn \u0111\u01b0\u1ee3c dao c\u1ea1o \u0111\u1ecbnh k\u1ef3 v\u1edbi gi\u00e1 ph\u1ea3i ch\u0103ng. M\u00f4 h\u00ecnh n\u00e0y l\u00e0m t\u0103ng gi\u00e1 tr\u1ecb l\u00e2u d\u00e0i t\u1eeb kh\u00e1ch h\u00e0ng m\u00e0 kh\u00f4ng c\u1ea7n gi\u1ea3m gi\u00e1 m\u1ea1nh t\u1eebng s\u1ea3n ph\u1ea9m.<\/li>\n
- Rent the Runway: Thay v\u00ec ch\u1ec9 b\u00e1n qu\u1ea7n \u00e1o, Rent the Runway cho ph\u00e9p kh\u00e1ch h\u00e0ng thu\u00ea trang ph\u1ee5c h\u00e0ng hi\u1ec7u v\u1edbi gi\u00e1 th\u1ea5p h\u01a1n nhi\u1ec1u so v\u1edbi mua, t\u1ea1o ra m\u1ed9t m\u00f4 h\u00ecnh ti\u00eau d\u00f9ng m\u1edbi \u0111\u00e1p \u1ee9ng nhu c\u1ea7u tr\u1ea3i nghi\u1ec7m s\u1ea3n ph\u1ea9m cao c\u1ea5p m\u00e0 kh\u00f4ng c\u1ea7n gi\u1ea3m gi\u00e1 tr\u1ef1c ti\u1ebfp.<\/li>\n<\/ul>\n
Xem th\u00eam:
<\/a><\/p>\nMarketing d\u1ef1a tr\u00ean tr\u1ea3i nghi\u1ec7m (Experiential Marketing)<\/h3>\n
Kinh doanh m\u1ed9t s\u1ea3n ph\u1ea9m kh\u00f4ng ch\u1ec9 \u0111\u01a1n thu\u1ea7n ph\u1ee5 thu\u1ed9c v\u00e0o h\u00e0ng h\u00f3a v\u00e0 d\u1ecbch v\u1ee5, doanh nghi\u1ec7p c\u00f3 th\u1ec3 ph\u00e1t tri\u1ec3n marketing tr\u1ea3i nghi\u1ec7m \u0111\u1ec3 t\u1ea1o c\u1ea3m x\u00fac v\u00e0 s\u1ef1 kh\u00e1c bi\u1ec7t trong m\u1eaft kh\u00e1ch h\u00e0ng thay v\u00ec ch\u1ec9 d\u1ef1a v\u00e0o gi\u00e1 c\u1ea3.<\/p>\n
- \n
- S\u1ef1 ki\u1ec7n th\u1eed nghi\u1ec7m s\u1ea3n ph\u1ea9m<\/strong>: T\u1ed5 ch\u1ee9c c\u00e1c s\u1ef1 ki\u1ec7n tr\u1ea3i nghi\u1ec7m th\u1eed s\u1ea3n ph\u1ea9m \u0111\u1ed9c \u0111\u00e1o (offline ho\u1eb7c online), khi\u1ebfn kh\u00e1ch h\u00e0ng h\u00e0o h\u1ee9ng v\u1edbi \u0111i\u1ec1u m\u1edbi m\u1ebb m\u00e0 h\u1ecd c\u00f3 th\u1ec3 kh\u00e1m ph\u00e1 v\u00e0 c\u1ea3m nh\u1eadn s\u1ea3n ph\u1ea9m tr\u1ef1c ti\u1ebfp.<\/li>\n
- T\u00edch h\u1ee3p c\u1ed9ng \u0111\u1ed3ng v\u00e0 s\u1ef1 t\u01b0\u01a1ng t\u00e1c<\/strong>: T\u1ea1o c\u00e1c ho\u1ea1t \u0111\u1ed9ng t\u01b0\u01a1ng t\u00e1c gi\u1eefa kh\u00e1ch h\u00e0ng v\u1edbi nhau \u0111\u1ec3 h\u1ecd th\u1ea5y gi\u00e1 tr\u1ecb khi tham gia c\u1ed9ng \u0111\u1ed3ng c\u1ee7a b\u1ea1n (c\u1ed9ng \u0111\u1ed3ng ng\u01b0\u1eddi ti\u00eau d\u00f9ng).<\/li>\n<\/ul>\n
Case Study Red Bull v\u00e0 IKEA v\u1ec1 marketing d\u1ef1a tr\u00ean tr\u1ea3i nghi\u1ec7m<\/h3>\n
- \n
- Red Bull: Th\u01b0\u01a1ng hi\u1ec7u n\u00e0y kh\u00f4ng t\u1eadp trung v\u00e0o gi\u1ea3m gi\u00e1 m\u00e0 \u0111\u1ea7u t\u01b0 m\u1ea1nh v\u00e0o marketing tr\u1ea3i nghi\u1ec7m th\u00f4ng qua c\u00e1c s\u1ef1 ki\u1ec7n th\u1ec3 thao m\u1ea1o hi\u1ec3m, nh\u01b0 nh\u1ea3y d\u00f9 t\u1eeb v\u0169 tr\u1ee5, thu h\u00fat ng\u01b0\u1eddi ti\u00eau d\u00f9ng kh\u00f4ng ch\u1ec9 v\u00ec s\u1ea3n ph\u1ea9m m\u00e0 c\u00f2n v\u00ec nh\u1eefng tr\u1ea3i nghi\u1ec7m th\u00fa v\u1ecb h\u1ecd mang l\u1ea1i.<\/li>\n
- IKEA: IKEA t\u1ed5 ch\u1ee9c c\u00e1c s\u1ef1 ki\u1ec7n \u201cSleepover\u201d t\u1ea1i c\u1eeda h\u00e0ng c\u1ee7a m\u00ecnh, n\u01a1i kh\u00e1ch h\u00e0ng c\u00f3 th\u1ec3 qua \u0111\u00eam v\u00e0 tr\u1ea3i nghi\u1ec7m c\u00e1c s\u1ea3n ph\u1ea9m trong m\u1ed9t m\u00f4i tr\u01b0\u1eddng th\u1ef1c t\u1ebf. \u0110i\u1ec1u n\u00e0y t\u1ea1o ra m\u1ed9t s\u1ef1 t\u01b0\u01a1ng t\u00e1c m\u1ea1nh m\u1ebd m\u00e0 kh\u00f4ng c\u1ea7n d\u1ef1a v\u00e0o khuy\u1ebfn m\u00e3i gi\u1ea3m gi\u00e1.<\/li>\n<\/ul>\n
- T\u00edch h\u1ee3p c\u1ed9ng \u0111\u1ed3ng v\u00e0 s\u1ef1 t\u01b0\u01a1ng t\u00e1c<\/strong>: T\u1ea1o c\u00e1c ho\u1ea1t \u0111\u1ed9ng t\u01b0\u01a1ng t\u00e1c gi\u1eefa kh\u00e1ch h\u00e0ng v\u1edbi nhau \u0111\u1ec3 h\u1ecd th\u1ea5y gi\u00e1 tr\u1ecb khi tham gia c\u1ed9ng \u0111\u1ed3ng c\u1ee7a b\u1ea1n (c\u1ed9ng \u0111\u1ed3ng ng\u01b0\u1eddi ti\u00eau d\u00f9ng).<\/li>\n<\/ul>\n
- S\u1ef1 ki\u1ec7n th\u1eed nghi\u1ec7m s\u1ea3n ph\u1ea9m<\/strong>: T\u1ed5 ch\u1ee9c c\u00e1c s\u1ef1 ki\u1ec7n tr\u1ea3i nghi\u1ec7m th\u1eed s\u1ea3n ph\u1ea9m \u0111\u1ed9c \u0111\u00e1o (offline ho\u1eb7c online), khi\u1ebfn kh\u00e1ch h\u00e0ng h\u00e0o h\u1ee9ng v\u1edbi \u0111i\u1ec1u m\u1edbi m\u1ebb m\u00e0 h\u1ecd c\u00f3 th\u1ec3 kh\u00e1m ph\u00e1 v\u00e0 c\u1ea3m nh\u1eadn s\u1ea3n ph\u1ea9m tr\u1ef1c ti\u1ebfp.<\/li>\n
- Nguy\u00ean nh\u00e2n th\u1ea5t b\u1ea1i c\u1ee7a s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 m\u1edbi \u2013 C\u00e1ch th\u1ee9c ph\u00f2ng tr\u00e1nh r\u1ee7i ro th\u1ea5t b\u1ea1i<\/a>
- Chi\u1ebfn l\u01b0\u1ee3c s\u1ea3n ph\u1ea9m, s\u1ea3n ph\u1ea9m m\u1edbi trong kinh doanh v\u00e0 marketing<\/a><\/strong><\/li>\n
- T\u0103ng c\u01b0\u1eddng ti\u1ec7n \u00edch m\u1edbi<\/strong>: T\u00edch h\u1ee3p c\u00f4ng ngh\u1ec7 ho\u1eb7c d\u1ecbch v\u1ee5 m\u1edbi nh\u01b0 AI h\u1ed7 tr\u1ee3 mua s\u1eafm, c\u00e1c \u1ee9ng d\u1ee5ng di \u0111\u1ed9ng gi\u00fap c\u00e1 nh\u00e2n h\u00f3a tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng.<\/li>\n<\/ul>\n
- Li\u00ean ng\u00e0nh<\/strong>: K\u1ebft h\u1ee3p c\u00e1c y\u1ebfu t\u1ed1 t\u1eeb ng\u00e0nh kh\u00e1c \u0111\u1ec3 l\u00e0m phong ph\u00fa s\u1ea3n ph\u1ea9m. V\u00ed d\u1ee5: b\u00e1n s\u1ea3n ph\u1ea9m k\u1ebft h\u1ee3p v\u1edbi g\u00f3i d\u1ecbch v\u1ee5 du l\u1ecbch, s\u1ee9c kh\u1ecfe, ho\u1eb7c h\u1ecdc t\u1eadp.<\/li>\n
- Chi\u1ebfn l\u01b0\u1ee3c m\u1edf r\u1ed9ng d\u00f2ng s\u1ea3n ph\u1ea9m (product line) \u2013 C\u00e1ch m\u1edf r\u1ed9ng d\u00f2ng s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5<\/a><\/strong><\/li>\n
- 5 chi\u1ebfn l\u01b0\u1ee3c ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m cho m\u1ecdi doanh nghi\u1ec7p<\/a><\/strong><\/li>\n
- Starbucks<\/a>: Starbucks nh\u1eafm \u0111\u1ebfn nh\u00f3m kh\u00e1ch h\u00e0ng t\u00ecm ki\u1ebfm tr\u1ea3i nghi\u1ec7m h\u01a1n l\u00e0 gi\u00e1 c\u1ea3, x\u00e2y d\u1ef1ng h\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u g\u1eafn li\u1ec1n v\u1edbi phong c\u00e1ch s\u1ed1ng v\u00e0 ch\u1ea5t l\u01b0\u1ee3ng d\u1ecbch v\u1ee5. Th\u01b0\u01a1ng hi\u1ec7u kh\u00f4ng th\u01b0\u1eddng xuy\u00ean gi\u1ea3m gi\u00e1 m\u00e0 thay v\u00e0o \u0111\u00f3 t\u1ea1o ra tr\u1ea3i nghi\u1ec7m \u0111\u1ed9c \u0111\u00e1o t\u1ea1i c\u1eeda h\u00e0ng c\u1ee7a h\u1ecd<\/li>\n<\/ul>\n
- Apple<\/a>: Thay v\u00ec nh\u1eafm \u0111\u1ebfn nh\u00f3m kh\u00e1ch h\u00e0ng ph\u1ed5 th\u00f4ng, Apple t\u1eadp trung v\u00e0o nh\u1eefng ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u00f3 thu nh\u1eadp cao v\u00e0 y\u00eau th\u00edch c\u00f4ng ngh\u1ec7. Apple kh\u00f4ng gi\u1ea3m gi\u00e1 m\u1ea1nh, m\u00e0 t\u1ea1o ra m\u1ed9t h\u1ec7 sinh th\u00e1i \u0111\u1ed9c quy\u1ec1n v\u1edbi c\u00e1c s\u1ea3n ph\u1ea9m ch\u1ea5t l\u01b0\u1ee3ng, t\u1eeb \u0111\u00f3 x\u00e2y d\u1ef1ng l\u00f2ng trung th\u00e0nh v\u00e0 kh\u00f4ng c\u1ea7n d\u1ef1a v\u00e0o gi\u1ea3m gi\u00e1.<\/li>\n
![\"Multi](\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2018\/12\/Omni-Channel-1-1024x402.jpg\")
<\/a>![\"concept](\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/11\/product-concept-la-gi.jpg\")
<\/a><\/strong><\/li>\n<\/ul>\n![\"\"](\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/03\/M\u00f4-h\u00ecnh-kinh-doanh-Business-model-l\u00e0-g\u00ec-C\u00e1c-lo\u1ea1i-c\u00e1ch-ho\u1ea1t-\u0111\u1ed9ng-y\u1ebfu-t\u1ed1-th\u00e0nh-c\u00f4ng.jpg\")
<\/a><\/p>\n![\"\"](\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2019\/06\/ikea.jpg\")
<\/a><\/p>\n