{"id":5281,"date":"2019-03-19T19:56:26","date_gmt":"2019-03-19T12:56:26","guid":{"rendered":"https:\/\/dtmconsulting.vn\/?p=5281"},"modified":"2023-11-21T15:22:06","modified_gmt":"2023-11-21T08:22:06","slug":"nhung-yeu-to-anh-huong-den-doanh-thu-khi-doanh-nghiep-chon-kenh-phan-phoi-sieu-thi","status":"publish","type":"post","link":"https:\/\/dtmconsulting.vn\/en\/nhung-yeu-to-anh-huong-den-doanh-thu-khi-doanh-nghiep-chon-kenh-phan-phoi-sieu-thi\/","title":{"rendered":"Nh\u1eefng y\u1ebfu t\u1ed1 \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn doanh thu khi doanh nghi\u1ec7p ch\u1ecdn k\u00eanh ph\u00e2n ph\u1ed1i si\u00eau th\u1ecb"},"content":{"rendered":"
\n

K\u00eanh ph\u00e2n ph\u1ed1i si\u00eau th\u1ecb (Modern Trade – MT) l\u00e0 v\u00f9ng \u0111\u1ea5t ti\u1ec1m n\u0103ng d\u00e0nh cho c\u00e1c doanh nghi\u1ec7p nh\u1ecf v\u00e0 v\u1eeba (SME) c\u00f3 ngu\u1ed3n l\u1ef1c h\u1ea1n ch\u1ebf, b\u1edfi \u0111\u00e2y l\u00e0 n\u01a1i th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3 ti\u1ebfp c\u1eadn v\u1edbi ng\u01b0\u1eddi ti\u00eau d\u00f9ng d\u1ec5 d\u00e0ng h\u01a1n.<\/p>\n<\/div>\n

\n
\n
\n

Ch\u1ecdn k\u00eanh ph\u00e2n ph\u1ed1i n\u00e0y, doanh nghi\u1ec7p c\u00f2n c\u00f3 th\u1ec3 t\u1ed1i \u01b0u \u0111\u01b0\u1ee3c ng\u00e2n s\u00e1ch marketing c\u0169ng nh\u01b0 chi ph\u00ed d\u00e0nh cho h\u1ec7 th\u1ed1ng b\u00e1n h\u00e0ng.<\/p>\n

Tuy nhi\u00ean, theo \u00f4ng V\u0169 Thanh H\u1ea3i – Gi\u00e1m \u0111\u1ed1c MT to\u00e0n qu\u1ed1c Sunhouse, k\u00eanh ph\u00e2n ph\u1ed1i hi\u1ec7n \u0111\u1ea1i MT c\u0169ng \u1ea9n ch\u1ee9a nhi\u1ec1u r\u1ee7i ro n\u1ebfu doanh nghi\u1ec7p kh\u00f4ng hi\u1ec3u r\u00f5 v\u1ec1 k\u00eanh ph\u00e2n ph\u1ed1i n\u00e0y c\u0169ng nh\u01b0 ngu\u1ed3n l\u1ef1c c\u1ee7a ch\u00ednh doanh nghi\u1ec7p m\u00ecnh.<\/p>\n

Th\u1ef1c t\u1ebf, kh\u00f4ng \u00edt doanh nghi\u1ec7p khi b\u1eaft \u0111\u1ea7u tri\u1ec3n khai \u0111\u01b0a h\u00e0ng v\u00e0o si\u00eau th\u1ecb \u0111\u00e3 g\u1eb7p nhi\u1ec1u v\u1ea5n \u0111\u1ec1 v\u1ec1 th\u00e2m nh\u1eadp v\u00e0 ho\u1ea1ch \u0111\u1ecbnh t\u00e0i ch\u00ednh. Theo \u00f4ng H\u1ea3i, \u0111\u00f3 l\u00e0 do doanh nghi\u1ec7p, \u0111\u1ed9i ng\u0169 th\u1ef1c hi\u1ec7n ch\u01b0a trang b\u1ecb \u0111\u1ee7 ki\u1ebfn th\u01b0\u0301c v\u1ec1 k\u00eanh ph\u00e2n ph\u1ed1i n\u00e0y, ch\u01b0a c\u00f3 k\u1ef9 n\u0103ng \u0111\u1ec3 c\u00f3 th\u1ec3 t\u1eadn d\u1ee5ng h\u1ebft l\u1ee3i \u00edch m\u00e0 k\u00eanh n\u00e0y mang l\u1ea1i.<\/p>\n

X\u00e1c \u0111\u1ecbnh r\u00f5 m\u1ee5c \u0111\u00edch, n\u1eafm \u0111\u01b0\u1ee3c c\u00e1c k\u1ef9 n\u0103ng \u0111\u1ec3 c\u00f3 th\u1ec3 t\u1ed1i \u01b0u hi\u1ec7u qu\u1ea3 l\u00e0 vi\u1ec7c c\u1ea7n l\u00e0m tr\u01b0\u1edbc ti\u00ean khi quy\u1ebft \u0111\u1ecbnh \u0111\u1ea7u t\u01b0 cho MT.<\/p>\n

N\u1eafm b\u1eaft l\u1ee3i th\u1ebf<\/strong><\/h2>\n

So v\u1edbi c\u00e1c k\u00eanh ph\u00e2n ph\u1ed1i kh\u00e1c, MT ch\u1ee9ng t\u1ecf c\u00f3 nhi\u1ec1u l\u1ee3i th\u1ebf v\u01b0\u1ee3t tr\u1ed9i, nh\u01b0:<\/p>\n

1. Th\u1ebf m\u1ea1nh nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u<\/strong><\/h3>\n

V\u1edbi nh\u1eefng s\u1ea3n ph\u1ea9m\/m\u1eb7t h\u00e0ng m\u00e0 th\u01b0\u01a1ng hi\u1ec7u ch\u01b0a m\u1ea1nh, \u0111\u1ed9 nh\u1eadn bi\u1ebft c\u1ee7a kh\u00e1ch h\u00e0ng ch\u01b0a cao, vi\u1ec7c l\u1ef1a ch\u1ecdn ph\u1ee7 v\u00e0 b\u00e1n h\u00e0ng \u1edf k\u00eanh truy\u1ec1n th\u1ed1ng, c\u1eeda h\u00e0ng t\u1ea1p h\u00f3a s\u1ebd khi\u1ebfn doanh nghi\u1ec7p g\u1eb7p kh\u00f3 kh\u0103n khi ph\u1ea3i c\u1ea1nh tranh v\u1edbi c\u00e1c s\u1ea3n ph\u1ea9m \u0111\u00e3 c\u00f3 t\u00ean tu\u1ed5i. V\u00ec \u0111\u1eb7c th\u00f9 h\u00e0nh vi ti\u00eau d\u00f9ng c\u1ee7a kh\u00e1ch h\u00e0ng l\u00e0 \u00edt khi \u0111\u1ea7u t\u01b0 th\u1eddi gian v\u00e0 \u0111\u1ed9ng l\u1ef1c \u0111\u1ec3 t\u00ecm hi\u1ec3u v\u1ec1 c\u00e1c s\u1ea3n ph\u1ea9m, n\u00ean vi\u1ec7c mua s\u1eafm t\u1ea1i c\u1eeda h\u00e0ng se\u0303 di\u1ec5n ra nhanh ch\u00f3ng.<\/p>\n

Theo nghi\u00ean c\u1ee9u c\u1ee7a Nielsen, ch\u1ec9 10% nh\u00e0 b\u00e1n l\u1ebb gi\u1edbi thi\u1ec7u s\u1ea3n ph\u1ea9m thay th\u1ebf cho c\u00e1c s\u1ea3n ph\u1ea9m \u0111ang h\u1ebft h\u00e0ng. Ca\u0301ch la\u0300m na\u0300y g\u00e2y thi\u00ea\u0323t ha\u0323i cho c\u1ea3 nh\u00e0 b\u00e1n l\u1ebb v\u00e0 nh\u00e0 s\u1ea3n xu\u1ea5t khi \u0111\u1ec3 tu\u1ed9t m\u1ea5t c\u01a1 h\u1ed9i t\u0103ng doanh s\u1ed1. Ngo\u00e0i ra, c\u0169ng ch\u1ec9 c\u00f3 10% nh\u00e0 b\u00e1n l\u1ebb n\u00f3i v\u1ec1 c\u00e1c s\u1ea3n ph\u1ea9m m\u1edbi khi ng\u01b0\u1eddi mua h\u00e0ng \u0111\u1ebfn c\u1eeda ti\u1ec7m.<\/p>\n

Trong khi \u0111\u00f3, c\u00f3 m\u1ed9t s\u1ef1 thay \u0111\u1ed5i kh\u00e1 b\u1ea5t ng\u1edd trong h\u00e0nh vi c\u1ee7a kh\u00e1ch h\u00e0ng khi \u0111\u1ebfn k\u00eanh MT, k\u00eanh MT tr\u1edf th\u00e0nh m\u1ed9t n\u01a1i gia t\u0103ng tr\u1ea3i nghi\u1ec7m cho kh\u00e1ch h\u00e0ng, l\u00e0 n\u01a1i h\u00e0ng h\u00f3a \u0111\u01b0\u1ee3c tr\u01b0ng b\u00e0y \u0111\u1ea7y \u0111\u1ee7, khoa h\u1ecdc v\u00e0 d\u1ec5 d\u00e0ng t\u00ecm ki\u1ebfm. Nh\u1edd \u0111\u00f3 t\u1ea1o \u0111i\u1ec1u ki\u1ec7n cho kh\u00e1ch h\u00e0ng t\u00ecm hi\u1ec3u, c\u00e2n nh\u1eafc v\u00e0 l\u1ef1a ch\u1ecdn s\u1ea3n ph\u1ea9m. C\u00f3 th\u1ec3 n\u00f3i, k\u00eanh MT l\u00e0 v\u00f9ng \u0111\u1ea5t ti\u1ec1m n\u0103ng, n\u01a1i nh\u1eefng ch\u00fa c\u00e1 nh\u1ecf c\u00f3 th\u1ec3 \u0111\u1ee9ng c\u1ea1nh v\u00e0 tranh \u0111ua v\u1edbi ng\u01b0\u1eddi kh\u1ed5ng l\u1ed3.<\/p>\n

>>> Xem th\u00eam: Thi\u1ebft k\u1ebf chi\u1ebfn l\u01b0\u1ee3c Marketing \u0111\u1ecbnh h\u01b0\u1edbng kh\u00e1ch h\u00e0ng<\/a><\/strong><\/p>\n

2. T\u1ed1i \u01b0u ng\u00e2n s\u00e1ch marketing<\/strong><\/h3>\n

Khi doanh nghi\u1ec7p c\u00f3 ng\u00e2n s\u00e1ch marketing v\u1eeba ph\u1ea3i, vi\u1ec7c t\u1ed1i \u01b0u h\u00f3a ng\u00e2n s\u00e1ch marketing<\/a> \u0111\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c hi\u1ec7u qu\u1ea3 x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u l\u00e0 v\u00f4 c\u00f9ng quan tr\u1ecdng. Vi\u1ec7c qu\u1ea3ng c\u00e1o, truy\u1ec1n th\u00f4ng tr\u00ean c\u00e1c ph\u01b0\u01a1ng ti\u1ec7n \u0111\u1ea1i ch\u00fang c\u00f3 th\u1ec3 ch\u01b0a ph\u00f9 h\u1ee3p b\u1edfi ng\u00e2n s\u00e1ch marketing c\u00f2n h\u1ea1n ch\u1ebf.<\/p>\n

V\u00ec v\u1eady, tr\u00ean h\u00e0nh tr\u00ecnh mua s\u1eafm c\u1ee7a kh\u00e1ch h\u00e0ng, vi\u1ec7c \u0111\u1ea7u t\u01b0 x\u00e2y d\u1ef1ng h\u00ecnh \u1ea3nh, tr\u01b0ng b\u00e0y s\u1ea3n ph\u1ea9m, \u0111\u1ea9y m\u1ea1nh b\u00e1n h\u00e0ng \u1edf th\u1eddi \u0111i\u1ec3m kh\u00e1ch h\u00e0ng chu\u1ea9n b\u1ecb r\u00fat h\u1ea7u bao l\u00e0 m\u1ed9t trong nh\u1eefng ho\u1ea1t \u0111\u1ed9ng m\u1ea5u ch\u1ed1t. V\u1edbi \u0111\u1eb7c th\u00f9 t\u00ednh ch\u1ea5t gia t\u0103ng tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng, k\u00eanh MT kh\u00f4ng ch\u1ec9 l\u00e0 n\u01a1i \u0111\u1ec3 b\u00e1n s\u1ea3n ph\u1ea9m m\u00e0 c\u00f2n l\u00e0 n\u01a1i x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u hi\u1ec7u qu\u1ea3, b\u1ec1n v\u1eefng cho nh\u00e3n h\u00e0ng.<\/p>\n

3. Gia t\u0103ng \u0111\u1ed9 ph\u1ee7 h\u00e0ng h\u00f3a<\/strong><\/h3>\n

M\u1ed9t s\u1ea3n ph\u1ea9m khi mu\u1ed1n nh\u00e2n r\u1ed9ng \u0111\u1ed9 ph\u1ee7 t\u1ea1i k\u00eanh truy\u1ec1n th\u1ed1ng c\u1ea7n \u0111\u1ed9i ng\u0169 kinh doanh h\u00f9ng h\u1eadu, l\u00e0m vi\u1ec7c v\u1edbi t\u1eebng \u0111i\u1ec3m b\u00e1n t\u1eeb c\u1eeda h\u00e0ng t\u1ea1p h\u00f3a \u0111\u1ebfn c\u00e1c \u0111i\u1ec3m b\u00e1n t\u1ea1i ch\u1ee3, c\u1eeda h\u00e0ng nh\u1ecf.<\/p>\n

Trong khi \u0111\u00f3, m\u1ed9t khi doanh nghi\u1ec7p \u0111\u00e3 “list” h\u00e0ng th\u00e0nh c\u00f4ng, si\u00eau th\u1ecb s\u1ebd “t\u1ef1 \u0111\u1ed9ng” ph\u1ee7 h\u00e0ng h\u00f3a tr\u00ean to\u00e0n h\u1ec7 th\u1ed1ng. \u0110i\u1ec1u n\u00e0y gi\u00fap doanh nghi\u1ec7p v\u1eeba nhanh ch\u00f3ng gia t\u0103ng \u0111\u1ed9 ph\u1ee7 h\u00e0ng h\u00f3a, v\u1eeba t\u1ed1i \u01b0u ng\u00e2n s\u00e1ch.<\/p>\n

\u0110o l\u01b0\u1eddng v\u00e0 t\u00ednh to\u00e1n hi\u1ec7u qu\u1ea3<\/strong><\/h2>\n

B\u00eanh c\u1ea1nh nh\u1eefng \u01b0u th\u1ebf v\u01b0\u1ee3t tr\u1ed9i k\u1ec3 tr\u00ean, MT c\u0169ng c\u00f3 th\u1ec3 tr\u1edf th\u00e0nh m\u1ed9t n\u01a1i l\u00e3ng ph\u00ed ng\u00e2n s\u00e1ch marketing m\u00e0 kh\u00f4ng \u0111\u1ea1t hi\u1ec7u qu\u1ea3, n\u1ebfu doanh nghi\u1ec7p kh\u00f4ng t\u00ednh to\u00e1n \u0111\u01b0\u1ee3c P&L (Profit and Loss) do kh\u00f4ng n\u1eafm b\u1eaft ho\u1eb7c l\u01b0\u1eddng tr\u01b0\u1edbc nh\u1eefng \u0111\u1eb7c tr\u01b0ng sau.<\/p>\n

1. Chi ph\u00ed \u0111\u1eb7c tr\u01b0ng: K\u00eanh MT y\u00eau c\u1ea7u m\u1ed9t s\u1ed1 chi ph\u00ed:<\/strong><\/h3>\n