{"id":4839,"date":"2018-12-27T11:24:07","date_gmt":"2018-12-27T04:24:07","guid":{"rendered":"https:\/\/dtmconsulting.vn\/?p=4839"},"modified":"2020-01-07T17:06:02","modified_gmt":"2020-01-07T10:06:02","slug":"nhan-cach-hoa-thuong-hieu","status":"publish","type":"post","link":"https:\/\/dtmconsulting.vn\/en\/nhan-cach-hoa-thuong-hieu\/","title":{"rendered":"Nh\u00e2n c\u00e1ch h\u00f3a th\u01b0\u01a1ng hi\u1ec7u l\u00e0 g\u00ec?"},"content":{"rendered":"

Vi\u1ec7c hi\u1ec3u \u0111\u01b0\u1ee3c kh\u00eda c\u1ea1nh con ng\u01b0\u1eddi th\u00f4ng qua nh\u1eefng ph\u01b0\u01a1ng ph\u00e1p ph\u00e2n t\u00edch, nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng<\/strong><\/span> nh\u01b0 social listening, netnography, emphatic research<\/strong>,… r\u1ea5t quan tr\u1ecdng, g\u00f3p ph\u1ea7n kh\u00e1m ph\u00e1 ra nh\u1eefng \u0111i\u1ec1u kh\u00e1ch h\u00e0ng b\u1ecb thu h\u00fat, b\u1ecb h\u1ea5p d\u1eabn.
\nTheo Stephen Sampson, con ng\u01b0\u1eddi trong m\u00f4i tr\u01b0\u1eddng s\u1ed1 ng\u00e0y nay th\u01b0\u1eddng d\u1ec5 b\u1ecb \u1ea3nh h\u01b0\u1edfng v\u00e0 thu h\u00fat b\u1edfi nh\u1eefng ng\u01b0\u1eddi kh\u00e1c c\u00f3\u00a0c\u00e1c \u0111\u1eb7c t\u00ednh sau: t\u00ednh th\u1ec3 ch\u1ea5t (physicality), tr\u00ed tu\u1ec7 (intellectuality), x\u00e3 h\u1ed9i (sociability), c\u1ea3m x\u00fac (emotionality), nh\u00e2n c\u00e1ch (personability) v\u00e0 \u0111\u1ea1o \u0111\u1ee9c (morality).<\/span><\/p>\n

V\u1eady n\u00ean 1 th\u01b0\u01a1ng hi\u1ec7u, doanh nghi\u1ec7p mu\u1ed1n t\u1ea1o \u1ea5n t\u01b0\u1ee3ng v\u00e0 m\u1ed1i quan h\u1ec7 t\u1ed1t th\u00ec th\u01b0\u01a1ng hi\u1ec7u n\u00ean c\u00f3 c\u00e1c \u0111\u1eb7c t\u00ednh nh\u01b0 1 con ng\u01b0\u1eddi c\u00f3 c\u00e1c \u0111\u1eb7c t\u00ednh tr\u00ean.<\/span><\/p>\n

>>> Xem th\u00eam:<\/strong> Th\u01b0\u01a1ng hi\u1ec7u l\u00e0 g\u00ec? Nh\u1eefng y\u1ebfu t\u1ed1 c\u1ea5u th\u00e0nh th\u01b0\u01a1ng hi\u1ec7u<\/p>\n

Nh\u00e2n c\u00e1ch h\u00f3a th\u01b0\u01a1ng hi\u1ec7u<\/h1>\n

Nh\u00e2n c\u00e1ch h\u00f3a th\u01b0\u01a1ng hi\u1ec7u l\u00e0 bi\u1ebfn th\u01b0\u01a1ng hi\u1ec7u th\u00e0nh m\u1ed9t con ng\u01b0\u1eddi m\u00e0 kh\u00e1ch h\u00e0ng c\u1ee7a b\u1ea1n y\u00eau th\u00edch. V\u1eady l\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 nh\u00e2n c\u00e1ch h\u00f3a th\u01b0\u01a1ng hi\u1ec7u?<\/p>\n

H\u00e3y l\u00e0m theo c\u00e1c b\u01b0\u1edbc d\u01b0\u1edbi \u0111\u00e2y.<\/p>\n

1-T\u00ednh v\u1eadt l\u00fd<\/h2>\n

\u0110\u1ed1i v\u1edbi doanh nghi\u1ec7p, t\u00ednh th\u1ec3 ch\u1ea5t v\u1eadt l\u00fd c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u ch\u1ec9 \u0111\u01a1n gi\u1ea3n l\u00e0 logo, slogan, thi\u1ebft k\u1ebf bao b\u00ec s\u1ea3n ph\u1ea9m, tr\u1ea3i nghi\u1ec7m mua s\u1eafm,… Apple l\u00e0 m\u1ed9t v\u00ed d\u1ee5 n\u1ed5i b\u1eadt, ch\u00fang h\u1ea5p d\u1eabn ng\u01b0\u1eddi d\u00f9ng t\u1eeb logo, slogan v\u00e0 c\u00e1c store tr\u00ean th\u1ebf gi\u1edbi b\u1edfi t\u00ednh s\u00e1ng t\u1ea1o, tr\u1ea3i nghi\u1ec7m t\u1ed1t v\u00e0 tr\u1ea3i nghi\u1ec7m s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m th\u00ec b\u1ea1n bi\u1ebft r\u1ed3i \u0111\u1ea5y.<\/p>\n

2-Tr\u00ed tu\u1ec7<\/h2>\n

Tr\u00ed tu\u1ec7 l\u00e0 kh\u1ea3 n\u0103ng c\u1ee7a con ng\u01b0\u1eddi c\u00f3 hi\u1ec3u bi\u1ebft, suy ngh\u0129 v\u00e0 t\u1ea1o ra \u00fd t\u01b0\u1edfng. Doanh nghi\u1ec7p c\u00f3 tr\u00ed tu\u1ec7 ch\u00ednh l\u00e0 vi\u1ec7c h\u1ecd s\u00e1ng t\u1ea1o, lu\u00f4n \u0111\u01b0a ra nh\u1eefng b\u1ea5t ng\u1edd, cung c\u1ea5p nh\u1eefng s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 m\u1edbi m\u1ebb h\u00e0i l\u00f2ng kh\u00e1ch h\u00e0ng,…<\/p>\n

3-T\u00ednh x\u00e3 h\u1ed9i<\/h2>\n

T\u00ednh x\u00e3 h\u1ed9i – ch\u00ednh l\u00e0 s\u1ef1 c\u1edfi m\u1edf h\u00f2a \u0111\u1ed3ng c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u hay doanh nghi\u1ec7p. Th\u01b0\u01a1ng hi\u1ec7u n\u00ean t\u1ef1 tin giao ti\u1ebfp v\u00e0 th\u01b0\u1eddng xuy\u00ean chia s\u1ebb , l\u1eafng nghe v\u1edbi kh\u00e1ch h\u00e0ng c\u1ee7a m\u00ecnh<\/p>\n

\"brand\"<\/a><\/p>\n

4-T\u00ednh x\u00e3 h\u1ed9i<\/h2>\n

\u0110\u00e3 l\u00e0 1 con ng\u01b0\u1eddi th\u00ec t\u1ea5t nhi\u00ean kh\u00f4ng th\u1ec3 thi\u1ebfu c\u1ea3m x\u00fac, doanh nghi\u1ec7p c\u00f3 th\u1ec3 kh\u01a1i g\u1ee3i v\u00e0 g\u1eafn k\u1ebft nh\u1eefng kh\u00e1ch h\u00e0ng th\u00f4ng qua nh\u1eefng h\u00e0nh \u0111\u1ed9ng truy\u1ec1n th\u00f4ng \u0111\u00e1nh v\u00e0o t\u00ecnh c\u1ea3m, c\u00e1c m\u1ed1i quan h\u1ec7 th\u00e2n thi\u1ebft g\u1eafn b\u00f3 c\u1ee7a kh\u00e1ch h\u00e0ng. V\u00ed d\u1ee5, Dove \u0111\u01b0a ra chi\u1ebfn d\u1ecbch Real Beauty \u0111\u1ec3 k\u00eau g\u1ecdi s\u1ef1 t\u1ef1 tin t\u1eeb ph\u1ee5 n\u1eef.<\/p>\n

5-C\u1ea3m x\u00fac<\/h2>\n

Nh\u00e2n c\u00e1ch con ng\u01b0\u1eddi th\u1ec3 hi\u1ec7n qua c\u00e1ch con ng\u01b0\u1eddi \u0111\u00f3 l\u00e0m vi\u1ec7c, giao ti\u1ebfp,… m\u1ed9t ng\u01b0\u1eddi c\u00f3 nh\u00e2n c\u00e1ch t\u1ed1t l\u00e0 h\u1ecd \u00fd th\u1ee9c \u0111\u01b0\u1ee3c m\u00ecnh \u0111ang l\u00e0m g\u00ec, th\u1eeba nh\u1eadn nh\u1eefng \u0111i\u1ec1u ch\u01b0a t\u1ed1t, ch\u01b0a bi\u1ebft v\u00e0 bi\u1ebft kh\u1eafc ph\u1ee5c, s\u1eeda ch\u1eefa. Doanh nghi\u1ec7p hay th\u01b0\u01a1ng hi\u1ec7u c\u0169ng v\u1eady, kh\u00e1ch h\u00e0ng khi nh\u00ecn nh\u1eefng h\u00e0nh \u0111\u1ed9ng c\u1ee7a doanh nghi\u1ec7p nh\u01b0 nh\u00ecn nh\u1eadn h\u00e0nh \u0111\u1ed9ng c\u1ee7a m\u1ed9t con ng\u01b0\u1eddi – bi\u1ebft l\u1eafng nghe, nh\u00ecn nh\u1eadn nh\u1eefng sai tr\u00e1i v\u00e0 c\u1ea3i thi\u1ec7n t\u00edch c\u1ef1c h\u01a1n.<\/p>\n

>>> Xem th\u00eam<\/strong>: L\u1ee3i \u00edch c\u1ee7a vi\u1ec7c \u201c\u1ee6ng h\u1ed9 t\u00edch c\u1ef1c\u201d v\u00e0 \u201c\u1ee6ng h\u1ed9 ti\u00eau c\u1ef1c\u201d \u0111\u1ebfn th\u01b0\u01a1ng hi\u1ec7u<\/a><\/p>\n

6-\u0110\u1ea1o \u0111\u1ee9c<\/h2>\n

\u0110\u1ea1o \u0111\u1ee9c ch\u00ednh l\u00e0 s\u1ef1 t\u1eed t\u1ebf, ch\u00ednh tr\u1ef1c. V\u1ea5n \u0111\u1ec1 \u0111\u1ea1o \u0111\u1ee9c c\u1ee7a doanh nghi\u1ec7p lu\u00f4n l\u00e0 m\u1ed9t \u0111i\u1ec1u nh\u1ea1y c\u1ea3m v\u00ec hi\u1ec7n t\u1ea1i \u1edf Vi\u1ec7t Nam nhi\u1ec1u doanh nghi\u1ec7p l\u00e0m vi\u1ec7c th\u01b0\u1eddng b\u1ea5t ch\u1ea5p \u0111\u1ea1o \u0111\u1ee9c – c\u00e0 ph\u00ea tr\u1ed9n b\u1ed9t ng\u00f4, ch\u00e8 “t\u00e1i s\u1eed d\u1ee5ng”,…
\n\u0110\u00f4i khi \u0111\u1ea1o \u0111\u1ee9c c\u1ee7a m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u hay doanh nghi\u1ec7p ch\u1ec9 \u0111\u01a1n gi\u1ea3n l\u00e0 gi\u1eef \u0111\u00fang nguy\u00ean t\u1eafc \u0111\u00e3 n\u00f3i v\u1edbi kh\u00e1ch h\u00e0ng, trung th\u1ef1c.
\nV\u1eady doanh nghi\u1ec7p c\u1ee7a b\u1ea1n \u0111\u00e3 c\u00f3 nh\u1eefng “\u0111\u1ee9c t\u00ednh” n\u00e0o k\u1ec3 tr\u00ean, c\u00f2n thi\u1ebfu kh\u00eda c\u1ea1nh n\u00e0o \u0111\u1ec3 n\u00f3 tr\u1edf n\u00ean “con ng\u01b0\u1eddi” h\u01a1n?<\/p>","protected":false},"excerpt":{"rendered":"

doanh nghi\u1ec7p mu\u1ed1n t\u1ea1o \u1ea5n t\u01b0\u1ee3ng v\u00e0 m\u1ed1i quan h\u1ec7 t\u1ed1t n\u00ean c\u00f3 c\u00e1c \u0111\u1eb7c t\u00ednh nh\u01b0 1 con ng\u01b0\u1eddi c\u00f3 c\u00e1c \u0111\u1eb7c t\u00ednh ri\u00eang bi\u1ec7t<\/p>","protected":false},"author":4,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"footnotes":""},"categories":[128,126,74,127],"tags":[647],"class_list":["post-4839","post","type-post","status-publish","format-standard","hentry","category-chia-se-kien-thuc","category-chuyen-doi-so","category-blog","category-trend","tag-branding","no-thumb"],"_links":{"self":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/4839","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\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/comments?post=4839"}],"version-history":[{"count":4,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/4839\/revisions"}],"predecessor-version":[{"id":9813,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/4839\/revisions\/9813"}],"wp:attachment":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/media?parent=4839"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/categories?post=4839"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/tags?post=4839"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}