{"id":5880,"date":"2019-05-17T17:10:01","date_gmt":"2019-05-17T10:10:01","guid":{"rendered":"https:\/\/dtmconsulting.vn\/?p=5880"},"modified":"2023-12-04T11:44:54","modified_gmt":"2023-12-04T04:44:54","slug":"cach-nghien-cuu-thi-truong-cho-start-ups-va-smes","status":"publish","type":"post","link":"https:\/\/dtmconsulting.vn\/en\/cach-nghien-cuu-thi-truong-cho-start-ups-va-smes\/","title":{"rendered":"C\u00e1ch nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng cho Start-ups v\u00e0 SMEs"},"content":{"rendered":"

B\u00e0i vi\u1ebft kh\u00f4ng ph\u1ee5c v\u1ee5 cho c\u00e1c \u0111\u1ed1i t\u01b0\u1ee3ng c\u00f3 “d\u1ef1 \u00e1n ho\u00e0nh tr\u00e1ng, v\u1ed1n th\u00eanh thang” m\u00e0 ch\u1ec9 ph\u00f9 h\u1ee3p cho c\u00e1c b\u1ea1n kinh doanh nh\u1ecf, startups mu\u1ed1n nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng.<\/em><\/p>\n

Nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng \u1edf m\u1ecdi n\u01a1i trong cu\u1ed9c s\u1ed1ng<\/h2>\n

Ng\u00e0y c\u00f2n b\u00e9, nh\u00e0 g\u1ea7n ch\u1ee3 n\u00ean m\u1eb9 t\u00f4i s\u00e1ng tinh m\u01a1 \u0111\u00e3 ra ch\u1eb7n \u0111\u1ea7u l\u00e0ng \u0111\u1ec3 mua khi n\u1ea3i chu\u1ed1i, khi con g\u00e0 b\u00e0 con trong x\u00f3m mang ra ch\u1ee3, \u0111\u1ec3 r\u1ed3i khi m\u1eb7t tr\u1eddi \u0111\u00e3 l\u00ean cao h\u01a1n th\u00ec l\u1ea1i \u0111em b\u00e1n ki\u1ebfm “ba c\u1ecdc ba \u0111\u1ed3ng” nu\u00f4i anh em t\u00f4i \u0103n h\u1ecdc.<\/p>\n

Vi\u1ec7c \u0111\u01a1n gi\u1ea3n nh\u01b0 v\u1eady nh\u01b0ng m\u1eb9 t\u00f4i lu\u00f4n toan t\u00ednh v\u00e0 t\u00ecm hi\u1ec3u r\u1ea5t k\u1ef9 c\u00e0ng. Chu\u1ea9n b\u1ecb cho bu\u1ed5i ch\u1ee3 ng\u00e0y mai, h\u00f4m nay b\u00e0 \u0111i ch\u01a1i l\u00f2ng v\u00f2ng quanh x\u00f3m, nghe ng\u00f3ng, d\u00f2 h\u1ecfi \u0111\u1ec3 bi\u1ebft nh\u00e0 n\u00e0o c\u00f3 qu\u1ea3 g\u00ec ch\u00edn s\u1eafp h\u00e1i, con n\u00e0o b\u00e9o s\u1eafp xu\u1ea5t chu\u1ed3ng. D\u00f9 nh\u00e0 kh\u00f4ng c\u00f3 ti\u1ec1n, b\u00e0 c\u0169ng d\u00e0nh th\u1eddi gian \u0111i d\u1ea1o ch\u1ee3 \u0111\u1ee7 nhi\u1ec1u \u0111\u1ec3 bi\u1ebft gi\u00e1 c\u1ea3 c\u1ee7a t\u1eebng lo\u1ea1i h\u00e0ng h\u00f3a \u1edf t\u1eebng v\u1ee5, t\u1eebng th\u00e1ng, th\u1eadm ch\u00ed t\u1eebng th\u1eddi \u0111i\u1ec3m trong ng\u00e0y (ch\u1ee3 qu\u00ea gi\u00e1 thay \u0111\u1ed5i r\u1ea5t nh\u1ea1y ch\u1ee9 kh\u00f4ng nh\u01b0 si\u00eau th\u1ecb; s\u00e1ng s\u1edbm kh\u00e1c, tr\u01b0a kh\u00e1c v\u00e0 chi\u1ec1u ho\u00e0n to\u00e0n kh\u00e1c).<\/p>\n

V\u00e0 b\u00e0 c\u0169ng bi\u1ebft r\u00f5 b\u00e0 n\u00e0o hay n\u00f3i th\u00e1ch, \u00f4ng n\u00e0o hay c\u00e2n \u0111\u1ec3u (!). V\u1edbi ng\u01b0\u1eddi \u0111\u00e3 mua h\u00e0ng c\u1ee7a b\u00e0, ng\u00e0y h\u00f4m sau g\u1eb7p l\u1ea1i, b\u00e0 kh\u00f4ng bao gi\u1edd qu\u00ean h\u1ecfi “chu\u1ed1i ng\u1ecdt kh\u00f4ng?” hay “g\u00e0 h\u00f4m qua th\u1ecbt c\u00f3 ngon kh\u00f4ng?” v\u00e0 ch\u00e0o h\u1ecd mua th\u00eam h\u00e0ng m\u1edbi. \u1ea4y ch\u1ec9 l\u00e0 “bu\u00f4n th\u00fang b\u00e1n m\u1eb9t” v\u1eady m\u00e0 r\u00f5 r\u00e0ng m\u1eb9 t\u00f4i ch\u1eb3ng ai d\u1ea1y c\u0169ng bi\u1ebft l\u00e0m “nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng”, marketing v\u00e0 ph\u1ee5c v\u1ee5 kh\u00e1ch h\u00e0ng r\u1ea5t chu \u0111\u00e1o.<\/p>\n

L\u1edbn l\u00ean \u0111i h\u1ecdc, t\u00f4i m\u1edbi \u0111\u01b0\u1ee3c “l\u00fd thuy\u1ebft h\u00f3a” v\u00e0 bi\u1ebft m\u1ed9t trong nh\u1eefng vi\u1ec7c quan tr\u1ecdng b\u1eadc nh\u1ea5t quy\u1ebft \u0111\u1ecbnh th\u00e0nh b\u1ea1i trong kinh doanh l\u00e0 nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng (market research). B\u00e0i vi\u1ebft d\u01b0\u1edbi \u0111\u00e2y xin chia s\u1ebb c\u00f9ng c\u00e1c b\u1ea1n – \u0111\u1eb7c bi\u1ec7t l\u00e0 c\u00e1c b\u1ea1n \u0111ang kh\u1edfi nghi\u1ec7p nh\u01b0ng thi\u1ebfu v\u1ed1n – hi\u1ec3u bi\u1ebft c\u1ee7a t\u00f4i v\u1ec1 ch\u1ee7 \u0111\u1ec1 n\u00e0y c\u0169ng nh\u01b0 m\u1ed9t s\u1ed1 g\u1ee3i \u00fd gi\u00fap b\u1ea1n nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng mi\u1ec5n ph\u00ed.<\/p>\n

Nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng l\u00e0 g\u00ec?<\/h2>\n

Tr\u01b0\u1edbc h\u1ebft, c\u1ea7n ph\u1ea3i kh\u1eb3ng \u0111\u1ecbnh l\u1ea1i, vi\u1ec7c nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng c\u00f3 \u00fd ngh\u0129a c\u1ef1c k\u1ef3 quan tr\u1ecdng. N\u00f3 t\u01b0\u01a1ng t\u1ef1 nh\u01b0 tr\u01b0\u1edbc m\u1ed9t tr\u1eadn c\u1ea7u ng\u01b0\u1eddi ta ph\u1ea3i nghi\u00ean c\u1ee9u k\u1ef9 v\u1ec1 \u0111i\u1ec1u ki\u1ec7n th\u1eddi ti\u1ebft, s\u00e2n b\u00e3i v\u00e0 \u0111\u1ed1i th\u1ee7 m\u00e0 h\u1ecd s\u1ebd thi \u0111\u1ea5u c\u00f9ng. Vi\u1ec7c m\u1eb9 t\u00f4i tr\u01b0\u1edbc \u0111\u00e2y \u0111i t\u00ecm hi\u1ec3u h\u00e0ng h\u00f3a v\u00e0 nhu c\u1ea7u trong x\u00f3m, t\u00ecm hi\u1ec3u b\u1ea1n h\u00e0ng ch\u00ednh l\u00e0 nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng. Nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng s\u1ebd gi\u00fap “\u0111\u1ecbnh v\u1ecb”, hay n\u00f3i c\u00e1ch kh\u00e1c l\u00e0 gi\u00fap \u0111\u1eb7t doanh nghi\u1ec7p v\u00e0o th\u1ebf c\u00f3 l\u1ee3i h\u01a1n trong cu\u1ed9c ch\u01a1i.<\/p>\n

Market and Customer Research<\/strong><\/a> bao g\u1ed3m c\u00e1c b\u01b0\u1edbc kh\u1ea3o s\u00e1t, t\u00ecm hi\u1ec3u v\u1ec1 l\u0129nh v\u1ef1c kinh doanh (industry analysis), \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng (customer analysis) mu\u1ed1n nh\u1eafm t\u1edbi v\u00e0 nh\u1eefng “tay ch\u01a1i” \u0111\u00e3 c\u00f3 trong s\u00e2n ch\u01a1i n\u00e0y (competition analysis). Nh\u1eefng th\u00f4ng tin n\u00e0y s\u1ebd g\u00f3p ph\u1ea7n gi\u00fap ch\u00fang ta tr\u1ea3 l\u1eddi c\u00e2u h\u1ecfi li\u1ec7u \u00fd t\u01b0\u1edfng kinh doanh \u0111ang d\u1ef1 t\u00ednh c\u00f3 kh\u1ea3 thi v\u00e0 n\u1ebfu c\u00f3 th\u00ec c\u1ea7n \u0111\u01b0\u1ee3c ti\u1ebfp c\u1eadn nh\u01b0 th\u1ebf n\u00e0o, “\u0111\u1ecbnh v\u1ecb” (positioning) ra sao tr\u00ean th\u1ecb tr\u01b0\u1eddng trong t\u01b0\u01a1ng quan v\u1edbi c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh.<\/p>\n

>>> Xem th\u00eam: Nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng l\u00e0 g\u00ec? Chi ph\u00ed c\u1ea7n cho m\u1ed9t d\u1ef1 \u00e1n nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng l\u00e0 bao nhi\u00eau?<\/a><\/strong><\/p>\n

\"T\u1ea1i<\/p>\n

\u0110\u1ecbnh v\u1ecb trong th\u1ecb tr\u01b0\u1eddng<\/h2>\n

\u0110\u1ecbnh v\u1ecb t\u1ed1t s\u1ebd gi\u00fap gi\u1ea3m thi\u1ec3u r\u1ee7i ro v\u1ec1 c\u1ea1nh tranh, th\u1eadm ch\u00ed tho\u00e1t li ho\u00e0n to\u00e0n (v\u00ed d\u1ee5, trong khi m\u1ecdi ng\u01b0\u1eddi to\u00e0n b\u00e1n th\u1ee9c \u0103n th\u00ec m\u00ecnh b\u00e1n …ch\u1ed7 ng\u1ed3i, hay trong khi m\u1ecdi ng\u01b0\u1eddi \u0111\u1ec1u l\u00e0 cost leaders th\u00ec m\u00ecnh s\u1ebd l\u00e0 service differentiators). \u0110\u1ecbnh v\u1ecb t\u1ed1t s\u1ebd gi\u00fap m\u1ed9t doanh nghi\u1ec7p c\u0103ng bu\u1ed3m xu\u00f4i theo chi\u1ec1u gi\u00f3 \u0111\u1ec3 v\u01b0\u01a1n l\u00ean. Ng\u01b0\u1ee3c l\u1ea1i, kh\u00f4ng \u0111\u1ecbnh v\u1ecb ho\u1eb7c \u0111\u1ecbnh v\u1ecb t\u1ed3i s\u1ebd t\u01b0\u01a1ng t\u1ef1 nh\u01b0 b\u01a1i ng\u01b0\u1ee3c d\u00f2ng hay r\u01a1i v\u00e0o ch\u1ed7 n\u01b0\u1edbc xo\u00e1y. Th\u1eadm ch\u00ed, t\u1ec7 h\u01a1n n\u1eefa, n\u1ebfu kh\u00f4ng \u0111\u01b0\u1ee3c \u0111\u1ecbnh v\u1ecb, hay \u0111\u1ecbnh v\u1ecb sai, m\u1ed9t doanh nghi\u1ec7p s\u1ebd kh\u00f4ng bi\u1ebft th\u1ef1c ch\u1ea5t h\u1ecd \u0111ang b\u00e1n c\u00e1i g\u00ec, b\u00e1n cho ai, h\u1ecd s\u1ebd loay hoay b\u1ed1i r\u1ed1i trong m\u1ed9t m\u1edb b\u00f2ng bong t\u01b0\u1edfng ch\u1eebng kh\u00f4ng l\u1ed1i tho\u00e1t.<\/p>\n

Ngay trong ph\u1ea7n \u0111\u1ea7u cu\u1ed1n s\u00e1ch kinh \u0111i\u1ec3n v\u1ec1 marketing “Positioning: The battle of your mind”, t\u00e1c gi\u1ea3 Al Ries v\u00e0 Jack Trout n\u00f3i, tr\u01b0\u1edbc khi b\u00e0n v\u1ec1 4Ps (Price, Product, Promotion, Place – c\u00f2n g\u1ecdi l\u00e0 “Marketing Mix” – s\u1ebd \u0111\u01b0\u1ee3c b\u00e0n trong m\u1ed9t d\u1ecbp kh\u00e1c), vi\u1ec7c quan tr\u1ecdng l\u00e0 ph\u1ea3i R – Research (nghi\u00ean c\u1ee9u, kh\u1ea3o s\u00e1t), t\u1eeb \u0111\u00f3 t\u00ecm \u0111\u01b0\u1ee3c S – Segment (ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng\/th\u1ecb tr\u01b0\u1eddng) ph\u00f9 h\u1ee3p v\u00e0 c\u00e1ch th\u1ee9c \u0111\u1ec3 T – Targeting (c\u00f3 c\u00e1c ho\u1ea1t \u0111\u1ed9ng marketing nh\u1eafm t\u1edbi ph\u00e2n kh\u00fac n\u00e0y).<\/p>\n

Kh\u00f4ng \u00edt kh\u00e1ch h\u00e0ng m\u00e0 ch\u00fang t\u00f4i \u0111\u00e3 t\u01b0 v\u1ea5n, k\u1ec3 c\u1ea3 nh\u1eefng ng\u01b0\u1eddi \u0111ang d\u1ef1 \u0111\u1ecbnh kh\u1edfi s\u1ef1 kinh doanh, l\u1eabn nh\u1eefng ng\u01b0\u1eddi b\u1eaft \u0111\u1ea7u hay \u0111ang kinh doanh (startups & established businesses), \u0111\u1ec1u kh\u00e1 b\u1ed1i r\u1ed1i trong vi\u1ec7c t\u00ecm hi\u1ec3u th\u1ecb tr\u01b0\u1eddng, kh\u00e1ch h\u00e0ng v\u00e0 \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh.<\/p>\n

Xem th\u00eam >> Nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng 101 \u2013 B\u1eaft Insights nh\u1edd ph\u00e2n t\u00edch \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh<\/a><\/strong><\/p>\n

\u0110\u1ecbnh v\u1ecb sao cho \u0111\u00fang?<\/h2>\n

H\u1ecd bi\u1ebft kh\u00e1 r\u00f5 vi\u1ec7c m\u00ecnh \u0111\u1ecbnh hay \u0111ang tri\u1ec3n khai d\u1ecbch v\u1ee5, s\u1ea3n ph\u1ea9m g\u00ec (d\u1ef1a tr\u00ean k\u1ef9 n\u0103ng, kinh nghi\u1ec7m, \u0111am m\u00ea) nh\u01b0ng l\u1ea1i kh\u00e1 m\u01a1 h\u1ed3 khi n\u00f3i \u0111\u1ebfn ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng (market segmentation), \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh (competitor analysis), hay th\u1eadm ch\u00ed l\u00e0 th\u00f4ng tin chung v\u1ec1 ng\u00e0nh ngh\u1ec1, l\u0129nh v\u1ef1c (industry overview) m\u00e0 h\u1ecd \u0111ang mu\u1ed1n hay \u0111ang kinh doanh trong \u0111\u00f3. V\u00e0 khi v\u1ed1n l\u00e0 v\u1ea5n \u0111\u1ec1 \u0111au \u0111\u1ea7u \u0111\u1ed1i v\u1edbi nh\u1eefng ng\u01b0\u1eddi kh\u1edfi nghi\u1ec7p kinh doanh nh\u1ecf, h\u1ecd coi \u0111\u00f3 l\u00e0 l\u00fd do ch\u00ednh \u0111\u00e1ng \u0111\u1ec3 b\u1ecf qua kh\u00e2u nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng! “Just do it” l\u00e0 tinh th\u1ea7n c\u1ee7a r\u1ea5t nhi\u1ec1u b\u1ea1n tr\u1ebb li\u1ec1u m\u1ea1ng kh\u1edfi nghi\u1ec7p kinh doanh.<\/p>\n

Nhi\u1ec1u ng\u01b0\u1eddi c\u00f3 th\u1ec3 n\u00f3i thao thao b\u1ea5t tuy\u1ec7t v\u1ec1 s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 m\u00ecnh \u0111\u1ecbnh cung c\u1ea5p, v\u1ec1 tay ngh\u1ec1, v\u1ec1 \u0111am m\u00ea, th\u1ebf nh\u01b0ng khi h\u1ecfi \u0111\u1ebfn “b\u1ea1n bi\u1ebft g\u00ec v\u1ec1 \u0111\u1ecba b\u00e0n \u0111\u00f3 r\u1ed3i, c\u00f3 bao nhi\u00eau d\u00e2n c\u01b0, h\u1ecd l\u00e0 ai, l\u00e0m ngh\u1ec1 g\u00ec, m\u1ee9c thu nh\u1eadp b\u00ecnh qu\u00e2n c\u1ee7a h\u1ecd l\u00e0 bao nhi\u00eau v\u00e0 s\u1edf th\u00edch chi ti\u00eau c\u1ee7a h\u1ecd nh\u01b0 th\u1ebf n\u00e0o”, hay “v\u00f9ng \u0111\u00f3 c\u00f3 m\u1ea5y shop nh\u01b0 v\u1eady r\u1ed3i, c\u00e1ch nhau xa kh\u00f4ng, h\u1ecd c\u00f3 \u0111\u00f4ng kh\u00e1ch kh\u00f4ng, \u0111\u00f4ng v\u00e0o th\u1eddi gian n\u00e0o, kh\u00e1ch c\u1ee7a h\u1ecd l\u00e0 ai, h\u1ecd b\u00e1n gi\u00e1 nh\u01b0 th\u1ebf n\u00e0o, c\u00e1ch h\u1ecd marketing, ph\u1ee5c v\u1ee5 kh\u00e1ch h\u00e0ng ra sao” th\u00ec \u0111a ph\u1ea7n g\u00e3i \u0111\u1ea7u g\u00e3i tai k\u00eau “em gi\u1edd ti\u1ec1n c\u00f2n ch\u01b0a g\u00f3p \u0111\u1ee7 \u0111\u1ec3 thu\u00ea shop, l\u1ea5y \u0111\u00e2u ra m\u00e0 anh k\u00eau em l\u00e0m kh\u1ea3o s\u00e1t th\u1ecb tr\u01b0\u1eddng!”.<\/p>\n

>>> Xem th\u00eam: Nghi\u00ean c\u1ee9u h\u00e0nh vi t\u00ecm ki\u1ebfm c\u1ee7a ng\u01b0\u1eddi d\u00f9ng tr\u00ean Internet<\/a><\/strong><\/p>\n

V\u1eady l\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 c\u00f3 th\u00f4ng tin v\u1ec1 th\u1ecb tr\u01b0\u1eddng?<\/h2>\n

\"Wevio-Market-Research-Analysis-4\"<\/p>\n

C\u00e2u tr\u1ea3 l\u1eddi t\u1ea5t nhi\u00ean n\u1eb1m \u1edf b\u01b0\u1edbc …nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng (market research).<\/p>\n

Th\u1ebf nh\u01b0ng, l\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng trong khi h\u1ea1n ch\u1ebf v\u1ec1 ng\u00e2n s\u00e1ch? (V\u1edbi small business, t\u00e0i ch\u00ednh \u0111\u1ec3 mua th\u00f4ng tin hay thu\u00ea t\u01b0 v\u1ea5n l\u00e0 r\u1ea5t h\u1ea1n ch\u1ebf, v\u00e0 th\u1eadm ch\u00ed trong nhi\u1ec1u tr\u01b0\u1eddng h\u1ee3p l\u00e0 kh\u00f4ng thi\u1ebft th\u1ef1c).<\/p>\n

>> Xem th\u00eam: [Market research] C\u00e1ch nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng trong kinh doanh (Ph\u1ea7n 1)<\/a><\/strong><\/p>\n

[Market Research] C\u00e1ch nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng trong kinh doanh (Ph\u1ea7n 2)<\/a><\/strong><\/p>\n

M\u1ed9t s\u1ed1 g\u1ee3i \u00fd sau c\u00f3 th\u1ec3 gi\u00fap t\u00ecm hi\u1ec3u th\u1ecb tr\u01b0\u1eddng<\/h2>\n

Tr\u01b0\u1edbc h\u1ebft, b\u1ea1n h\u00e3y t\u1eadn d\u1ee5ng ngu\u1ed3n c\u01a1 s\u1edf d\u1eef li\u1ec7u mi\u1ec5n ph\u00ed tuy\u1ec7t v\u1eddi c\u1ee7a T\u1ed5ng c\u1ee5c Th\u1ed1ng k\u00ea. C\u00f3 th\u1ec3 m\u1ef1c \u0111\u1ed9 ch\u00ednh x\u00e1c c\u00f2n h\u1ea1n ch\u1ebf, nh\u01b0ng nh\u1eefng d\u1eef li\u1ec7u v\u0129 m\u00f4 \u0111\u00f3 c\u0169ng r\u1ea5t c\u00f3 \u00edch trong vi\u1ec7c gi\u00fap b\u1ea1n c\u00f3 nh\u1eefng \u00fd ni\u1ec7m \u0111\u1ea7u ti\u00ean v\u1ec1 \u0111\u1ecba b\u00e0n b\u1ea1n \u0111\u1ecbnh ho\u1ea1t \u0111\u1ed9ng v\u00e0 \u0111\u1eb7c bi\u1ec7t l\u00e0 v\u1ec1 c\u01b0 d\u00e2n – nh\u1eefng kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng – sinh s\u1ed1ng, l\u00e0m vi\u1ec7c tr\u00ean \u0111\u1ecba b\u00e0n \u0111\u00f3. C\u00e1c th\u00f4ng tin c\u00f3 tr\u00ean website c\u1ee7a c\u01a1 quan ch\u00ednh ph\u1ee7 (B\u1ed9 K\u1ebf ho\u1ea1ch & \u0110\u1ea7u t\u01b0, B\u1ed9 T\u00e0i ch\u00ednh, B\u1ed9 C\u00f4ng Th\u01b0\u01a1ng, T\u1ed5ng c\u1ee5c Thu\u1ebf, T\u1ed5ng c\u1ee5c H\u1ea3i quan, v.v…) c\u1ee7a c\u00e1c ch\u00ednh quy\u1ec1n \u0111\u1ecba ph\u01b0\u01a1ng \u0111\u1ec1u r\u1ea5t \u0111\u00e1ng \u0111\u01b0\u1ee3c tham kh\u1ea3o. Ngo\u00e0i ra, Google s\u1ebd cho b\u1ea1n ti\u1ebfp c\u1eadn v\u1edbi c\u00e1c b\u00e1o c\u00e1o \u0111\u1ecbnh k\u1ef3 c\u00f4ng b\u1ed1 mi\u1ec5n ph\u00ed b\u1edfi c\u00e1c c\u00f4ng ty nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng (Euromonitor, Nielsen, v.v..).<\/p>\n

Nh\u01b0 v\u1eady, v\u1edbi c\u00e1c ngu\u1ed3n th\u00f4ng tin mi\u1ec5n ph\u00ed tr\u00ean, b\u1ea1n \u0111\u00e3 c\u00f3 \u0111\u01b0\u1ee3c b\u1ee9c tranh t\u1ed5ng th\u1ec3 v\u1ec1 “m\u1eb7t tr\u1eadn” b\u1ea1n s\u1eafp oanh t\u1ea1c (ng\u00e0nh v\u00e0 \u0111\u1ecba b\u00e0n).<\/p>\n

N\u1ebfu kh\u00f4ng c\u00f3 nhi\u1ec1u ti\u1ec1n nghi\u00ean c\u1ee9u th\u00ec sao?<\/h2>\n

N\u1ebfu kh\u00f4ng th\u1ec3 t\u1ed5 ch\u1ee9c kh\u1ea3o s\u00e1t th\u1ecb tr\u01b0\u1eddng m\u1ed9t c\u00e1ch chuy\u00ean nghi\u1ec7p, vi\u1ec7c b\u1ea1n c\u00f3 th\u1ec3 l\u00e0m, v\u00e0 nh\u1ea5t \u0111\u1ecbnh ph\u1ea3i l\u00e0m, l\u00e0… h\u1ecfi \u00fd ki\u1ebfn ng\u01b0\u1eddi th\u00e2n. Gia \u0111\u00ecnh, b\u1ea1n b\u00e8, h\u00e0ng x\u00f3m v\u00e0 c\u01b0 d\u00e2n \u0111\u1ecba ph\u01b0\u01a1ng (nh\u1eefng kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng) l\u00e0 nh\u1eefng ngu\u1ed3n tuy\u1ec7t v\u1eddi \u0111\u1ec3 c\u00e1c b\u1ea1n n\u1eafm b\u1eaft nhu c\u1ea7u \u0111\u1ed1i v\u1edbi s\u1ea3n ph\u1ea9m \u0111\u1ecbnh b\u00e1n. Tr\u00ean th\u1ef1c t\u1ebf, b\u1ea1n c\u0169ng c\u00f3 th\u1ec3 th\u1ef1c hi\u1ec7n kh\u1ea3o s\u00e1t di\u1ec7n r\u1ed9ng m\u1ed9t c\u00e1ch mi\u1ec5n ph\u00ed ho\u1eb7c v\u1edbi chi ph\u00ed kh\u00f4ng \u0111\u00e1ng k\u1ec3 b\u1eb1ng c\u00e1c c\u00f4ng c\u1ee5 online nh\u01b0 Facebook, Email hay Monkeysurvey. Hay b\u1ea1n c\u0169ng c\u00f3 th\u1ec3 s\u1eed d\u1ee5ng nh\u1eefng g\u00f3i t\u01b0 v\u1ea5n marketing cho doanh nghi\u1ec7p v\u1edbi m\u1ee9c gi\u00e1 th\u1ea5p.\u00a0<\/a><\/p>\n

Tham kh\u1ea3o ngay g\u00f3i Nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng, t\u00ecm hi\u1ec3u kh\u00e1ch h\u00e0ng cho SMEs, startup v\u1edbi chi ph\u00ed ch\u1ec9 t\u1eeb 20 tri\u1ec7u<\/a><\/strong> v\u00e0 t\u01b0 v\u1ea5n MI\u1ec4N PH\u00cd sau d\u1ef1 \u00e1n<\/p>\n

\"T\u01af<\/a><\/p>\n

C\u00e1ch kh\u00e1c \u0111\u1ec3 nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng<\/h2>\n

\u0110\u1eb7c bi\u1ec7t quan tr\u1ecdng, c\u00f3 th\u1ec3 n\u00f3i l\u00e0 quan tr\u1ecdng b\u1eadc nh\u1ea5t \u0111\u1ed1i v\u1edbi nh\u1eefng ng\u01b0\u1eddi \u0111\u1ecbnh m\u1edf nh\u00e0 h\u00e0ng, qu\u00e1n c\u00e0 ph\u00ea hay b\u00e1n l\u1ebb, l\u00e0 kh\u1ea3o s\u00e1t th\u1ef1c \u0111\u1ecba t\u1ea1i \u0111\u1ecba b\u00e0n \u0111\u1ecbnh m\u1edf kinh doanh (shop, office).<\/p>\n

Vi\u1ec7c th\u01b0\u1eddng xuy\u00ean lui t\u1edbi \u0111\u1ecba \u0111i\u1ec3m \u0111\u1ecbnh kinh doanh (v\u00ed d\u1ee5: \u0111\u1ecba \u0111i\u1ec3m m\u1edf c\u1eeda h\u00e0ng), s\u1ebd gi\u00fap n\u1eafm b\u1eaft \u0111\u01b0\u1ee3c th\u00f4ng tin v\u1ec1 c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh, c\u00e1ch h\u1ecd \u0111ang ch\u00e0o gi\u00e1 (pricing), c\u00e1ch ph\u1ee5c v\u1ee5 (customer service), th\u1eadm ch\u00ed c\u00e1ch marketing (t\u1ea1m d\u1ecbch – ti\u1ebfp th\u1ecb) v\u00e0 \u0111\u1eb7c bi\u1ec7t l\u00e0 n\u1eafm b\u1eaft th\u00f3i quen ti\u00eau d\u00f9ng c\u1ee7a kh\u00e1ch h\u00e0ng tr\u00ean \u0111\u1ecba b\u00e0n.<\/p>\n

Th\u01b0\u1eddng xuy\u00ean c\u00f3 m\u1eb7t t\u1ea1i \u0111\u1ecba b\u00e0n s\u1ebd kinh doanh c\u0169ng gi\u00fap h\u00ecnh th\u00e0nh c\u1ea3m nh\u1eadn th\u1ecb tr\u01b0\u1eddng (market sense), m\u1ed9t y\u1ebfu t\u1ed1 tr\u1eebu t\u01b0\u1ee3ng, c\u00f3 t\u00ednh tr\u1ef1c gi\u00e1c cao (v\u00e0 thi tho\u1ea3ng phi logic), nh\u01b0ng c\u1ef1c k\u1ef3 quan tr\u1ecdng trong kinh doanh.<\/p>\n

Nh\u1eefng d\u1eef li\u1ec7u s\u01a1 c\u1ea5p (primary data) s\u1ebd ho\u00e0n thi\u1ec7n b\u1ee9c tranh t\u1ed5ng th\u1ec3 v\u1ec1 th\u1ecb tr\u01b0\u1eddng b\u1ea1n \u0111ang mu\u1ed1n nh\u1eafm t\u1edbi, t\u1eeb \u0111\u00f3 t\u00ecm \u0111\u01b0\u1ee3c S – Segment (ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng\/th\u1ecb tr\u01b0\u1eddng) ph\u00f9 h\u1ee3p v\u00e0 c\u00e1ch th\u1ee9c \u0111\u1ec3 T – Targeting (c\u00f3 c\u00e1c ho\u1ea1t \u0111\u1ed9ng marketing nh\u1eafm t\u1edbi ph\u00e2n kh\u00fac n\u00e0y).<\/p>\n

Xem th\u00eam >> C\u00e1ch ph\u00e2n t\u00edch ti\u1ec1m n\u0103ng th\u1ecb tr\u01b0\u1eddng v\u00e0 x\u00e1c \u0111\u1ecbnh th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau<\/a><\/strong><\/p>\n

K\u1ebft lu\u1eadn<\/h2>\n

Nh\u01b0 v\u1eady “nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng” kh\u00f4ng ph\u1ea3i l\u00e0 t\u1eeb to t\u00e1t ch\u1ec9 d\u00e0nh cho c\u00e1c \u0111\u1ea1i gia kh\u1edfi \u0111\u1ed9ng d\u1ef1 \u00e1n ho\u00e0nh tr\u00e1ng. “Nghi\u00ean c\u1ee9u” (research) th\u1ef1c ch\u1ea5t ch\u1ec9 l\u00e0 t\u00ecm ki\u1ebfm (search) l\u1ea1i (re) nh\u1eefng g\u00ec \u0111\u00e3 c\u00f3. V\u00e0 d\u00f9 ch\u1ec9 l\u00e0 m\u1edf m\u1ed9t ti\u1ec7m cafe nh\u1ecf hay mua l\u1ea1i m\u1ed9t c\u1eeda hi\u1ec7u nh\u01b0\u1ee3ng quy\u1ec1n (franchising business) th\u00ec “market research” v\u1eabn l\u00e0 vi\u1ec7c tr\u01b0\u1edbc nh\u1ea5t c\u1ea7n th\u1ef1c hi\u1ec7n.<\/p>\n

B\u00e0i vi\u1ebft li\u00ean quan: Nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng \u00edt t\u1ed1n k\u00e9m v\u00e0 hi\u1ec7u qu\u1ea3 cho doanh nghi\u1ec7p v\u1eeba v\u00e0 nh\u1ecf (SMEs)<\/a><\/p>\n

Ngu\u1ed3n tham kh\u1ea3o: Nguy\u1ec5n Anh Tu\u1ea5n\u00a0<\/em><\/p>","protected":false},"excerpt":{"rendered":"

B\u00e0i vi\u1ebft kh\u00f4ng ph\u1ee5c v\u1ee5 cho c\u00e1c \u0111\u1ed1i t\u01b0\u1ee3ng c\u00f3 “d\u1ef1 \u00e1n ho\u00e0nh tr\u00e1ng, v\u1ed1n th\u00eanh thang” m\u00e0 ch\u1ec9 ph\u00f9 h\u1ee3p cho c\u00e1c b\u1ea1n kinh doanh nh\u1ecf, startups mu\u1ed1n nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng. Nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng \u1edf m\u1ecdi n\u01a1i trong cu\u1ed9c s\u1ed1ng Ng\u00e0y c\u00f2n b\u00e9, nh\u00e0 g\u1ea7n ch\u1ee3 n\u00ean m\u1eb9 t\u00f4i s\u00e1ng tinh m\u01a1 […]<\/p>","protected":false},"author":4,"featured_media":5882,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"footnotes":""},"categories":[128,74],"tags":[651],"class_list":["post-5880","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-chia-se-kien-thuc","category-blog","tag-nghien-cuu-thi-truong-tag",""],"_links":{"self":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/5880","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=5880"}],"version-history":[{"count":16,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/5880\/revisions"}],"predecessor-version":[{"id":16611,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/5880\/revisions\/16611"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/media\/5882"}],"wp:attachment":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/media?parent=5880"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/categories?post=5880"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/tags?post=5880"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}