{"id":7372,"date":"2019-12-10T11:25:36","date_gmt":"2019-12-10T04:25:36","guid":{"rendered":"https:\/\/dtmconsulting.vn\/?p=7372"},"modified":"2021-11-15T16:44:50","modified_gmt":"2021-11-15T09:44:50","slug":"value-proposition-trong-marketing-la-gi","status":"publish","type":"post","link":"https:\/\/dtmconsulting.vn\/en\/value-proposition-trong-marketing-la-gi\/","title":{"rendered":"\u0110\u1ec1 xu\u1ea5t gi\u00e1 tr\u1ecb (Value Proposition) trong marketing l\u00e0 g\u00ec?"},"content":{"rendered":"

“Value proposition\u201d \u2013 t\u1ea1m d\u1ecbch \u201c\u0111\u1ec1 xu\u1ea5t gi\u00e1 tr\u1ecb\u201d. M\u1ed9t \u0111\u1ec1 xu\u1ea5t gi\u00e1 tr\u1ecb l\u00e0 l\u1eddi h\u1ee9a c\u1ee7a m\u1ed9t c\u00f4ng ty \u0111\u1ed1i v\u1edbi m\u1ed9t ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng ho\u1eb7c th\u1ecb tr\u01b0\u1eddng<\/strong>.<\/p>\r\n

Value proposition<\/strong> ch\u00ednh l\u00e0 l\u00fd do d\u1ec5 hi\u1ec3u t\u1ea1i sao kh\u00e1ch h\u00e0ng n\u00ean mua m\u1ed9t s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 t\u1eeb doanh nghi\u1ec7p c\u1ee5 th\u1ec3 \u0111\u00f3. M\u1ed9t Value proposition s\u1ebd gi\u1ea3i th\u00edch r\u00f5 r\u00e0ng l\u00e0m th\u1ebf n\u00e0o m\u1ed9t s\u1ea3n ph\u1ea9m \u0111\u00e1p \u1ee9ng nhu c\u1ea7u, truy\u1ec1n \u0111\u1ea1t c\u00e1c th\u00f4ng \u0111i\u1ec7p c\u1ee5 th\u1ec3 v\u1ec1 l\u1ee3i \u00edch gia t\u0103ng \u0111i k\u00e8m v\u1edbi s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5 v\u00e0 n\u00eau l\u00fd do t\u1ea1i sao s\u1ea3n ph\u1ea9m \u0111\u00f3 t\u1ed1t h\u01a1n c\u00e1c s\u1ea3n ph\u1ea9m t\u01b0\u01a1ng t\u1ef1 tr\u00ean th\u1ecb tr\u01b0\u1eddng. Value proposition l\u00fd t\u01b0\u1edfng l\u00e0 m\u1ed9t quan \u0111i\u1ec3m v\u00e0 l\u1eddi k\u00eau g\u1ecdi c\u00e1c tr\u00ecnh \u0111i\u1ec1u khi\u1ec3n ra quy\u1ebft \u0111\u1ecbnh m\u1ea1nh m\u1ebd nh\u1ea5t c\u1ee7a kh\u00e1ch h\u00e0ng.<\/span><\/p>\r\n

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Value proposition t\u1ed1t th\u1ec3 hi\u1ec7n nh\u1eefng g\u00ec th\u01b0\u01a1ng hi\u1ec7u cung c\u1ea5p cho kh\u00e1ch h\u00e0ng m\u00e0 kh\u00f4ng \u0111\u1ed1i th\u1ee7 n\u00e0o c\u00f3 th\u1ec3 l\u00e0m \u0111\u01b0\u1ee3c, v\u00e0 c\u00e1ch d\u1ecbch v\u1ee5 ho\u1eb7c s\u1ea3n ph\u1ea9m c\u1ee7a b\u1ea1n \u0111\u00e1p \u1ee9ng nhu c\u1ea7u m\u00e0 kh\u00f4ng c\u00f4ng ty n\u00e0o kh\u00e1c c\u00f3 th\u1ec3 \u0111\u00e1p \u1ee9ng.\u00a0<\/strong><\/p>\r\n

7 gi\u00e2y \u0111\u1ec3 thu h\u00fat s\u1ef1 quan t\u00e2m c\u1ee7a kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng!!<\/strong><\/p>\r\n

B\u1ea1n ch\u1ec9 c\u00f3 7 gi\u00e2y \u0111\u1ec3 t\u1ea1o \u1ea5n t\u01b0\u1ee3ng \u0111\u1ea7u ti\u00ean. V\u00e0 value proposition c\u1ee7a doanh nghi\u1ec7p ch\u00ednh l\u00e0 ch\u00eca kh\u00f3a \u0111\u1ec3 \u0111\u1ea3m b\u1ea3o t\u1ea1o m\u1ed9t \u1ea5n t\u01b0\u1ee3ng \u0111\u1ebfn kh\u00e1ch h\u00e0ng.<\/p>\r\n

Ngay c\u1ea3 \u0111\u1ed1i th\u1ee7 c\u1ee7a b\u1ea1n c\u0169ng c\u00f3 7 gi\u00e2y. V\u00ec v\u1eady, b\u1ea1n v\u00e0 7 \u0111\u1ed1i th\u1ee7 c\u1ee7a b\u1ea1n \u0111ang c\u1ea1nh tranh trong 7 gi\u00e2y n\u00e0y \u0111\u1ec3 thu h\u00fat s\u1ef1 ch\u00fa \u00fd c\u1ee7a kh\u00e1ch h\u00e0ng.<\/p>\r\n

Nh\u01b0ng l\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 l\u00e0m \u0111\u01b0\u1ee3c \u0111i\u1ec1u \u0111\u00f3?\u00a0 D\u01b0\u1edbi \u0111\u00e2y l\u00e0 c\u00e1ch th\u1ee9c x\u00e2y d\u1ef1ng value proposition<\/p>\r\n

\u00a01.\u00a0 Value proposition kh\u00f4ng ph\u1ea3i l\u00e0…<\/strong><\/h1>\r\n

Value proposition kh\u00f4ng ph\u1ea3i l\u00e0 m\u1ed9t kh\u1ea9u hi\u1ec7u (slogan) hay m\u1ed9t th\u00f4ng \u0111i\u1ec7p (message)<\/strong><\/h2>\r\n

Value proposition l\u1ea1i c\u00e0ng kh\u00f4ng ph\u1ea3i l\u00e0 n\u1ed9i dung nh\u01b0 trong th\u00f4ng \u0111i\u1ec7p c\u1ee7a L’Or\u00e9al: \u201cBecause I’m worth it\u201d. Ho\u1eb7c nh\u1eefng g\u00ec MasterCard n\u00f3i: \u201cC\u00f3 m\u1ed9t s\u1ed1 th\u1ee9 ti\u1ec1n kh\u00f4ng th\u1ec3 mua. \u0110\u1ed1i v\u1edbi m\u1ecdi th\u1ee9 kh\u00e1c, c\u00f3 MasterCard\u201d<\/p>\r\n

\"\"<\/a>

M\u1ed9t s\u1ed1 ng\u01b0\u1eddi th\u1eadm ch\u00ed \u0111\u00e1nh \u0111\u1ed3ng \u201cvalue proposition\u201d cho kh\u00e1ch h\u00e0ng v\u1edbi m\u1ed9t b\u00e0i vi\u1ebft tr\u00ean m\u1ed9t v\u00e0i k\u00eanh truy\u1ec1n th\u00f4ng. Value proposition c\u00e0ng kh\u00f4ng ph\u1ea3i l\u00e0 m\u1ed9t tuy\u00ean b\u1ed1 r\u1ea5t chung chung v\u1ec1 m\u1ed9t v\u00e0i d\u00f2ng th\u1ec3 hi\u1ec7n th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau c\u1ee7a b\u1ea1n v\u00e0 c\u00e1ch b\u1ea1n gi\u00fap \u0111\u1ee1 h\u1ecd.<\/p>\r\n

Value proposition kh\u00f4ng ph\u1ea3i l\u00e0 m\u1ed9t v\u00e0i t\u1eeb m\u00f4 t\u1ea3 m\u00e0u m\u00e8, h\u00e0o nho\u00e1ng v\u1ec1 doanh nghi\u1ec7p<\/strong><\/h2>\r\n

Th\u1eb3ng th\u1eafn m\u00e0 n\u00f3i,Value proposition c\u00f3 ngh\u0129a l\u00e0 m\u1ed9t gi\u00e1 tr\u1ecb c\u00f3 \u00fd ngh\u0129a v\u1edbi kh\u00e1ch h\u00e0ng, kh\u00f4ng ph\u1ea3i l\u00e0 vi\u1ec7c doanh nghi\u1ec7p khoe khoang v\u1edbi kh\u00e1ch h\u00e0ng m\u00ecnh t\u1ed1t ra sao.\u00a0<\/p>\r\n

V\u00ed d\u1ee5:
\u201cCh\u00fang t\u00f4i b\u00e1n c\u00f3 nh\u1eefng chi\u1ebfc pizza t\u1ed1t nh\u1ea5t tr\u00ean th\u1ebf gi\u1edbi\u201d<\/p>\r\n

\u00a0\u0110i\u1ec1u \u0111\u00f3 kh\u00f4ng c\u00f3 ngh\u0129a g\u00ec v\u1edbi kh\u00e1ch h\u00e0ng c\u1ee7a b\u1ea1n. Nh\u1eefng g\u00ec kh\u00e1ch h\u00e0ng mu\u1ed1n l\u00e0 c\u00e1ch doanh nghi\u1ec7p h\u00e0nh \u0111\u1ed9ng v\u00e0 k\u1ebft qu\u1ea3 v\u1edbi m\u1ed9t c\u00e1ch nh\u00e2n v\u0103n h\u01a1n \u0111\u1ec3 truy\u1ec1n t\u1ea3i th\u00f4ng \u0111i\u1ec7p m\u00e0 kh\u00f4ng ph\u1ea3i nghe m\u1ed9t ng\u01b0\u1eddi t\u1ef1 khoe khoang v\u1ec1 m\u00ecnh.<\/p>\r\n

Value proposition kh\u00f4ng ch\u1ec9 \u0111\u01a1n gi\u1ea3n l\u00e0 vi\u1ec7c ch\u1ec9 cung c\u1ea5p th\u00f4ng tin \u0111\u1ebfn kh\u00e1ch h\u00e0ng<\/strong><\/h2>\r\n

\u201cCh\u00fang t\u00f4i b\u00e1n thi\u1ebft b\u1ecb y t\u1ebf\u201d. V\u1eady th\u00ec l\u00e0m sao?
M\u1ed9t Value proposition cho kh\u00e1ch h\u00e0ng kh\u00f4ng ph\u1ea3i l\u00e0 v\u00f4 s\u1ed1 c\u00e2u \u0111\u01b0\u1ee3c vi\u1ebft m\u00f4 t\u1ea3 nh\u1eefng g\u00ec c\u00f4ng ty c\u00f3 ho\u1eb7c c\u00e1c d\u1ecbch v\u1ee5 v\u00e0 s\u1ea3n ph\u1ea9m c\u1ee7a c\u00f4ng ty d\u00e0nh cho kh\u00e1ch h\u00e0ng<\/p>\r\n

2. V\u1eady Value proposition l\u00e0 g\u00ec?<\/strong><\/h1>\r\n

M\u1ed9t Value proposition l\u00e0 m\u1ed9t tuy\u00ean b\u1ed1 r\u00f5 r\u00e0ng v\u1ec1 k\u1ebft qu\u1ea3 (outcomes) m\u00e0 m\u1ed9t c\u00e1 nh\u00e2n ho\u1eb7c m\u1ed9t t\u1ed5 ch\u1ee9c c\u00f3 th\u1ec3 nh\u1eadn ra t\u1eeb vi\u1ec7c s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 ho\u1eb7c gi\u1ea3i ph\u00e1p c\u1ee7a doanh nghi\u1ec7p.<\/strong><\/p>\r\n

T\u1eeb kh\u00f3a \u1edf \u0111\u00e2y l\u00e0 k\u1ebft qu\u1ea3. B\u1edfi v\u00ec \u0111\u00f3 l\u00e0 \u0111i\u1ec1u kh\u00e1ch h\u00e0ng quan t\u00e2m nh\u1ea5t.\u00a0<\/p>\r\n

V\u00ed d\u1ee5:<\/strong>
\u201cCh\u00fang t\u00f4i cung c\u1ea5p \u0111i\u1ec1u h\u00f2a kh\u00f4ng kh\u00ed\u201d – V\u1eady th\u00ec sao? Kh\u00e1ch h\u00e0ng c\u00f3 r\u1ea5t nhi\u1ec1u s\u1ef1 l\u1ef1a ch\u1ecdn kh\u00e1c \u0111\u1ebfn t\u1eeb \u0111\u1ed1i th\u1ee7 c\u1ee7a b\u1ea1n.<\/p>\r\n

\u201cCh\u00fang t\u00f4i cung c\u1ea5p \u0111i\u1ec1u h\u00f2a kh\u00f4ng kh\u00ed gi\u00e1 t\u1ed1t v\u00e0 ti\u1ebft ki\u1ec7m \u0111i\u1ec7n\u201d – B\u00e2y gi\u1edd, doanh nghi\u1ec7p cho kh\u00e1ch h\u00e0ng th\u1ea5y m\u1ed9t c\u00e1i g\u00ec \u0111\u00f3 v\u00e0 c\u00f3 th\u1ec3 s\u1ebd thu h\u00fat s\u1ef1 ch\u00fa \u00fd c\u1ee7a kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau trong v\u00f2ng 7 gi\u00e2y.\u00a0
Nh\u01b0ng b\u00f9 l\u1ea1i, vi\u1ec7c t\u1ea1o v\u00e0 x\u00e2y d\u1ef1ng Value proposition kh\u00f4ng d\u1ec5 d\u00e0ng v\u00e0 \u0111\u01a1n gi\u1ea3n ch\u00fat n\u00e0o.<\/p>\r\n

D\u01b0\u1edbi \u0111\u00e2y l\u00e0 4 c\u00f4ng c\u1ee5 \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng b\u1edfi ngay c\u1ea3 Fortune 500 h\u1ed7 tr\u1ee3 doanh nghi\u1ec7p t\u1ea1o ra Value proposition \u1ea5n t\u01b0\u1ee3ng.<\/p>\r\n

3. C\u00f4ng c\u1ee5 h\u1ed7 tr\u1ee3 x\u00e2y d\u1ef1ng Value proposition<\/strong><\/h1>\r\n

C\u00f4ng c\u1ee5 #1: Canvas Value proposition t\u1eeb Strategzer<\/strong><\/h2>\r\n

M\u1eb7c d\u00f9 tho\u1ea1t nh\u00ecn c\u00f3 v\u1ebb \u0111\u01a1n gi\u1ea3n, Canvas cho b\u1ea1n Value proposition \u0111\u00e3 \u0111\u01b0\u1ee3c thi\u1ebft k\u1ebf sau khi nghi\u00ean c\u1ee9u s\u00e2u r\u1ed9ng.\u00a0<\/p>\r\n

Canvas c\u00f3 hai ph\u1ea7n: Value proposition v\u00e0 ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng. Nh\u1eefng g\u00ec canvas c\u1ed1 g\u1eafng l\u00e0m l\u00e0 l\u1eadp b\u1ea3n \u0111\u1ed3 l\u1ee3i \u00edch kh\u00e1ch h\u00e0ng, c\u00e1c pain points (\u0111i\u1ec3m y\u1ebfu) v\u00e0 (c\u00e1c) c\u00f4ng vi\u1ec7c c\u1ee7a kh\u00e1ch h\u00e0ng trong ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng v\u1ec1 ng\u01b0\u1eddi s\u00e1ng t\u1ea1o, gi\u1ea3i ph\u00e1p v\u00e0 s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5 li\u00ean quan \u0111\u1ebfn Value proposition t\u01b0\u01a1ng \u1ee9ng. C\u00f4ng c\u1ee5 n\u00e0y \u0111\u01b0\u1ee3c l\u1ea5y c\u1ea3m h\u1ee9ng t\u1eeb c\u00e1c l\u00fd thuy\u1ebft \u0111\u01b0\u1ee3c t\u1ea1o ra b\u1edfi Clayton M. Christensen, Gi\u00e1o s\u01b0 & Chuy\u00ean gia \u0111\u1ed5i m\u1edbi \u0111\u1ed9t ph\u00e1 c\u1ee7a HBS v\u00e0 l\u00e0 m\u1ed9t trong nh\u1eefng nh\u00e0 l\u00fd thuy\u1ebft kinh doanh c\u00f3 \u1ea3nh h\u01b0\u1edfng nh\u1ea5t tr\u00ean th\u1ebf gi\u1edbi.\u00a0<\/p>\r\n

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

C\u00f4ng c\u1ee5 n\u00e0y gi\u00fap b\u1ea1n c\u00f3 \u0111\u01b0\u1ee3c m\u1ed9t b\u1ee9c tranh ho\u00e0n ch\u1ec9nh v\u1ec1 c\u00e1ch m\u1ed9t ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng c\u1ee5 th\u1ec3 li\u00ean quan \u0111\u1ebfn \u201cvalue proposition\u201d cho nh\u00f3m kh\u00e1ch h\u00e0ng \u0111\u00f3. V\u00e0 do \u0111\u00f3, c\u00f4ng c\u1ee5 n\u00e0y gi\u00fap b\u1ea1n \u0111\u01b0a ra quy\u1ebft \u0111\u1ecbnh t\u1ed1t h\u01a1n.\u00a0
B\u1ea1n c\u00f3 th\u1ec3 truy c\u1eadp v\u00e0 t\u1ea3i xu\u1ed1ng khung v\u1ebd n\u00e0y T\u1ea0I \u0110\u00c2Y<\/a>\u00a0<\/p>\r\n

C\u00f4ng c\u1ee5 #2: So s\u00e1nh Value proposition v\u1edbi c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh<\/strong><\/h2>\r\n

\u0110\u00f3 l\u00e0 m\u1ed9t c\u00f4ng c\u1ee5 hi\u1ec7u qu\u1ea3 \u0111\u1ec3 bi\u1ebft \u201cvalue proposition\u201d c\u1ee7a b\u1ea1n l\u00e0 g\u00ec. V\u00e0 b\u1ea1n c\u0169ng s\u1ebd bi\u1ebft l\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 c\u1ea1nh tranh v\u1edbi Value proposition c\u1ee7a c\u00e1c \u0111\u1ed1i th\u1ee7 tr\u00ean th\u1ecb tr\u01b0\u1eddng. M\u1eabu n\u00e0y gi\u00fap b\u1ea1n \u0111\u00e1nh gi\u00e1 c\u00e1c d\u1ecbch v\u1ee5 c\u1ee7a doanh nghi\u1ec7p so v\u1edbi c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh.\u00a0
B\u1ea1n c\u00f3 th\u1ec3 t\u1ea3i m\u1eabu n\u00e0y\u00a0 T\u1ea0I \u0110\u00c2Y<\/a><\/p>\r\n

Kh\u00f4ng c\u00f3 g\u00ec t\u1ed1t h\u01a1n khi doanh nghi\u1ec7p hi\u1ec3u Value proposition c\u1ee7a \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh l\u00e0 g\u00ec v\u00e0 ch\u00fang c\u00f3 ph\u1ea7n n\u00e0o gi\u1ed1ng v\u00e0 kh\u00e1c v\u1edbi Value proposition c\u1ee7a doanh nghi\u1ec7p m\u00ecnh ra sao.\u00a0<\/p>\r\n

\"\"<\/a>
\u1ede h\u00e0ng tr\u00ean c\u00f9ng, h\u00e3y \u0111\u1ec1 c\u1eadp \u0111\u1ebfn t\u00ean c\u1ee7a \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh c\u1ee7a b\u1ea1n, trong khi \u1edf c\u1ed9t \u0111\u1ea7u ti\u00ean c\u1ee7a trang t\u00ednh, h\u00e3y \u0111\u1ec1 c\u1eadp \u0111\u1ebfn t\u1eebng tuy\u00ean b\u1ed1 gi\u00e1 tr\u1ecb.\u00a0B\u00e2y gi\u1edd \u0111\u00e1nh gi\u00e1 ch\u00fang theo t\u1ef7 l\u1ec7 b\u1ed1n: 4 l\u00e0 tinh vi trong khi 1 c\u00f3 ngh\u0129a l\u00e0 t\u1ed1i thi\u1ec3u.\u00a00 c\u00f3 ngh\u0129a l\u00e0 \u201cvalue proposition\u201d kh\u00f4ng c\u00f3 trong m\u1ed9t c\u00f4ng ty.\u00a0B\u1ea1n c\u0169ng c\u00f3 th\u1ec3 s\u1eed d\u1ee5ng \u0111\u1ed3 h\u1ecda h\u00ecnh tr\u00f2n g\u1ed3m 4 ph\u1ea7n t\u01b0 nh\u01b0 trong h\u00ecnh tr\u00ean.<\/p>\r\n

C\u00f4ng c\u1ee5 # 3: Tr\u00ecnh x\u00e2y d\u1ef1ng Value proposition t\u1eeb Futurecurve<\/strong><\/h2>\r\n

C\u00f4ng c\u1ee5 n\u00e0y l\u00e0 m\u1ed9t s\u1ea3n ph\u1ea9m c\u1ee7a Futurecurve, \u0111\u01b0\u1ee3c ph\u00e1t tri\u1ec3n b\u1eb1ng c\u00e1ch nghi\u00ean c\u1ee9u k\u1ef9 l\u01b0\u1ee1ng v\u00e0 ph\u00e2n t\u00edch d\u1eef li\u1ec7u. Futurecurve \u0111\u00e3 xu\u1ea5t b\u1ea3n m\u1ed9t cu\u1ed1n s\u00e1ch. Vi\u1ec7c ti\u1ebfn h\u00e0nh l\u1eb7p l\u1ea1i \u1edf \u0111\u00e2y l\u00e0 th\u1ef1c s\u1ef1 quan tr\u1ecdng b\u1edfi v\u00ec \u201cvalue proposition\u201d ph\u1ea3i \u0111\u01b0\u1ee3c thay \u0111\u1ed5i theo nhu c\u1ea7u v\u00e0 mong mu\u1ed1n c\u1ee7a c\u00f4ng ch\u00fang m\u1ee5c ti\u00eau. Nh\u1eefng g\u00ec doanh nghi\u1ec7p \u0111ang cung c\u1ea5p ngay b\u00e2y gi\u1edd c\u00f3 th\u1ec3 kh\u00f4ng li\u00ean quan \u0111\u1ebfn \u0111\u1ed1i t\u01b0\u1ee3ng m\u1ee5c ti\u00eau trong n\u0103m ho\u1eb7c m\u01b0\u1eddi n\u0103m t\u1edbi.<\/p>\r\n

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

B\u01b0\u1edbc \u0111\u1ea7u ti\u00ean l\u00e0 x\u00e1c \u0111\u1ecbnh ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng b\u1ea1n \u0111ang nh\u1eafm m\u1ee5c ti\u00eau. Ch\u1ec9 d\u00e0nh cho nh\u1eefng ng\u01b0\u1eddi ho\u1eb7c kh\u00e1ch h\u00e0ng n\u00e0y m\u00e0 b\u1ea1n s\u1ebd cung c\u1ea5p gi\u00e1 tr\u1ecb.\u00a0
X\u00e1c \u0111\u1ecbnh nh\u1eefng gi\u00e1 tr\u1ecb tr\u1ea3i nghi\u1ec7m m\u00e0 \u0111\u1ed1i t\u01b0\u1ee3ng m\u1ee5c ti\u00eau s\u1ebd \u0111\u1ea1t \u0111\u01b0\u1ee3c, c\u00f3 \u0111\u01b0\u1ee3c t\u1eeb d\u1ecbch v\u1ee5, s\u1ea3n ph\u1ea9m c\u1ee7a doanh nghi\u1ec7p. Ph\u00e2n lo\u1ea1i ch\u00fang th\u00e0nh t\u1ed1t, trung b\u00ecnh v\u00e0 t\u1ed3i t\u1ec7, c\u1ed1 g\u1eafng kh\u00e1m ph\u00e1 k\u1ebft qu\u1ea3 tr\u1ea3i nghi\u1ec7m s\u1ebd khi\u1ebfn c\u00f4ng ch\u00fang m\u1ee5c ti\u00eau c\u1ee7a b\u1ea1n \u0111i theo h\u01b0\u1edbng t\u00edch c\u1ef1c h\u01a1n. H\u00e3y x\u00e1c \u0111\u1ecbnh m\u1ed9t h\u1ed7n h\u1ee3p c\u00e1c d\u1ecbch v\u1ee5 s\u1ebd \u0111\u00e1p \u1ee9ng nhu c\u1ea7u c\u1ee7a th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau.
\u0110\u00e1nh gi\u00e1 l\u1ee3i \u00edch c\u1ee7a d\u1ecbch v\u1ee5 c\u1ee7a doanh nghi\u1ec7p. H\u1ea7u h\u1ebft m\u1ecdi ng\u01b0\u1eddi th\u01b0\u1eddng ph\u1ea1m sai l\u1ea7m khi \u0111\u00e1nh \u0111\u1ed3ng c\u00e1c t\u00ednh n\u0103ng v\u1edbi l\u1ee3i \u00edch, gi\u00e1 tr\u1ecb c\u1ee7a s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5 cho kh\u00e1ch h\u00e0ng. Khi doanh nghi\u1ec7p c\u00e1c \u0111\u1ecbnh \u0111\u01b0\u1ee3c l\u1ee3i \u00edch, c\u00f3 th\u1ec3 lo\u1ea1i b\u1ecf th\u00e0nh ph\u1ea7n chi ph\u00ed kh\u1ecfi l\u1ee3i \u00edch v\u00e0 nh\u1eadn \u0111\u01b0\u1ee3c l\u1ee3i nhu\u1eadn th\u1ef1c.\u00a0
Gi\u00e1 tr\u1ecb = L\u1ee3i \u00edch – Chi ph\u00ed<\/strong><\/p>\r\n

C\u00f4ng c\u1ee5 # 4: C\u00e2u chuy\u1ec7n h\u1ee9a h\u1eb9n v\u1ec1 gi\u00e1 tr\u1ecb t\u1eeb c\u1ea7u n\u1ed9i dung<\/strong><\/h2>\r\n

\u0110i\u1ec1u n\u00e0y \u0111\u1ebfn t\u1eeb Gordana Stik, nh\u00e0 marketing c\u00f4ng ngh\u1ec7 B2B. B\u1ea1n c\u00f3 th\u1ec3\u00a0T\u1ea0I \u0110\u00c2Y<\/a><\/p>\r\n

\"\"<\/a>
Khung n\u00e0y l\u00e0 m\u1ed9t qu\u00e1 tr\u00ecnh g\u1ed3m 10 b\u01b0\u1edbc \u0111\u01b0\u1ee3c chia th\u00e0nh hai ph\u1ea7n: The Hook v\u00e0 The How.\u00a0\u0110i\u1ec3m \u0111\u1eb7c bi\u1ec7t c\u1ee7a c\u00f4ng c\u1ee5 n\u00e0y l\u00e0 gi\u00fap b\u1ea1n t\u1ea1o ra m\u1ed9t lu\u1ed3ng th\u00f4ng \u0111i\u1ec7p d\u1ef1a tr\u00ean \u201cvalue proposition\u201d c\u1ee7a b\u1ea1n.\u00a0\u0110\u00f3 l\u00e0, l\u00e0m th\u1ebf n\u00e0o b\u1ea1n c\u00f3 th\u1ec3 chuy\u1ec3n t\u1eeb vi\u1ec7c hi\u1ec3u nhu c\u1ea7u c\u1ee7a kh\u00e1ch h\u00e0ng \u0111\u1ec3 \u0111\u00e1p \u1ee9ng nh\u1eefng nhu c\u1ea7u \u0111\u00f3 th\u00f4ng qua c\u00e1c s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 c\u1ee7a b\u1ea1n.<\/p>\r\n

4. M\u1ed9t Value proposition g\u1ed3m nh\u1eefng g\u00ec?<\/strong><\/h1>\r\n

B\u00e2y gi\u1edd ch\u00fang ta \u0111\u00e3 th\u1ea5y 4 c\u00f4ng c\u1ee5 m\u1ea1nh nh\u1ea5t c\u00f3 s\u1eb5n \u0111\u1ec3 t\u1ea1o m\u1ed9t tuy\u00ean b\u1ed1 gi\u00e1 tr\u1ecb, ch\u00fang ta s\u1ebd ti\u1ebfp t\u1ee5c t\u1ea1o m\u1ed9t c\u00f4ng c\u1ee5.<\/p>\r\n

#1. Ti\u00eau \u0111\u1ec1 – Headline<\/strong><\/h2>\r\n

David Ogilvy, Cha \u0111\u1ebb c\u1ee7a Qu\u1ea3ng c\u00e1o, \u0111\u00e3 t\u1eebng n\u00f3i, \u201cWrite great headlines and you\u2019ll have successfully invested 80% of your money\u201d (T\u1ea1m d\u1ecbch – Vi\u1ebft nh\u1eefng ti\u00eau \u0111\u1ec1 tuy\u1ec7t v\u1eddi v\u00e0 b\u1ea1n s\u1ebd \u0111\u1ea7u t\u01b0 th\u00e0nh c\u00f4ng 80% s\u1ed1 ti\u1ec1n c\u1ee7a m\u00ecnh).<\/p>\r\n

\u0110\u00f3 c\u0169ng c\u1ea7n m\u1ed9t ti\u00eau \u0111\u1ec1 trong \u201cvalue proposition\u201d, headline ph\u1ea3i l\u00e0 m\u1ed9t c\u00e2u ng\u1eafn. M\u1ee5c \u0111\u00edch c\u1ee7a ti\u00eau \u0111\u1ec1 l\u00e0 thu h\u00fat s\u1ef1 ch\u00fa \u00fd c\u1ee7a c\u00f4ng ch\u00fang m\u1ee5c ti\u00eau. \u0110\u00f3 l\u00e0 v\u1ec1 vi\u1ec7c khi\u1ebfn kh\u00e1ch h\u00e0ng c\u1ee7a b\u1ea1n ph\u1ea3i th\u1ed1t l\u00ean: ” T\u00f4i r\u1ea5t quan t\u00e2m v\u00e0 mu\u1ed1n t\u00ecm hi\u1ec3u v\u1ec1 s\u1ea3n ph\u1ea9m n\u00e0y, h\u00e3y n\u00f3i cho t\u00f4i bi\u1ebft th\u00eam!\u201d H\u00e3y nh\u1edb r\u1eb1ng \u0111i\u1ec1u \u0111\u00f3 th\u1ef1c s\u1ef1 quan tr\u1ecdng.<\/p>\r\n

C\u00e1ch t\u1ea1o m\u1ed9t ti\u00eau \u0111\u1ec1 xu\u1ea5t s\u1eafc\u00a0
B\u00ed quy\u1ebft \u0111\u1ec3 vi\u1ebft m\u1ed9t ti\u00eau \u0111\u1ec1 xu\u1ea5t s\u1eafc l\u00e0 vi\u1ebft nhi\u1ec1u. H\u00e3y t\u01b0\u1edfng t\u01b0\u1ee3ng ch\u00fang ta c\u1ea7n vi\u1ebft m\u1ed9t ti\u00eau \u0111\u1ec1 cho m\u1ed9t c\u00f4ng ty b\u00e1n gi\u00e0y. B\u1eaft \u0111\u1ea7u b\u1eb1ng c\u00e1ch t\u1ea1o m\u1ed9t danh s\u00e1ch nh\u01b0 t\u00f4i \u0111\u00e3 l\u00e0m d\u01b0\u1edbi \u0111\u00e2y. Sau \u0111\u00f3 t\u1ea1o nhi\u1ec1u ti\u00eau \u0111\u1ec1, c\u00f3 th\u1ec3 l\u00e0 t\u1eeb 5 \u2013 10 c\u00e1i v\u00e0 l\u1ef1a ch\u1ecdn ti\u00eau \u0111\u1ec1 ph\u00f9 h\u1ee3p nh\u1ea5t.\u00a0<\/p>\r\n

H1: Gi\u00e0y ch\u1ea5t l\u01b0\u1ee3ng cao
H2: Nh\u1eefng \u0111\u00f4i gi\u00e0y n\u00e0y s\u1ebd khi\u1ebfn b\u1ea1n c\u1ea3m th\u1ea5y tho\u1ea3i m\u00e1i\u00a0nh\u1ea5t
H3: Mang c\u1ea3 ng\u00e0y m\u00e0 kh\u00f4ng c\u00f3 m\u00f9i.<\/p>\r\n

#2. Ti\u00eau \u0111\u1ec1 ph\u1ee5 – Sub-headline<\/strong><\/h2>\r\n

Ti\u00eau \u0111\u1ec1 ph\u1ee5 l\u00e0 l\u00e0m cho ng\u01b0\u1eddi \u0111\u1ecdc mu\u1ed1n \u0111\u1ecdc c\u00e1c d\u00f2ng ti\u1ebfp theo. Ti\u00eau \u0111\u1ec1 ph\u1ee5 c\u1ee7a b\u1ea1n n\u00ean bao g\u1ed3m 2 3 c\u00e2u – m\u1ed9t l\u1eddi gi\u1ea3i th\u00edch v\u1ec1 nh\u1eefng g\u00ec doanh nghi\u1ec7p cung c\u1ea5p \u0111\u1ebfn v\u1edbi kh\u00e1ch h\u00e0ng v\u00e0 t\u1ea1i sao kh\u00e1ch h\u00e0ng n\u00ean mua s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5 \u0111\u00f3.\u00a0<\/p>\r\n

#3. Ch\u1ec9 ra 3 \u0111i\u1ec3m n\u1ed5i b\u1eadt nh\u1ea5t<\/strong><\/h2>\r\n

Ba \u0111i\u1ec3m n\u00e0y s\u1ebd l\u00e0m n\u1ed5i b\u1eadt l\u00ean nh\u1eefng l\u1ee3i \u00edch ho\u1eb7c t\u00ednh n\u0103ng c\u1ee7a s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 c\u1ee7a doanh nghi\u1ec7p. Tuy nhi\u00ean, c\u00e1ch hi\u1ec7u qu\u1ea3 nh\u1ea5t l\u00e0 n\u00ean t\u1eadp trung v\u00e0o c\u00e1c l\u1ee3i \u00edch, gi\u00e1 tr\u1ecb h\u01a1n l\u00e0 c\u00e1c t\u00ednh n\u0103ng.<\/p>\r\n

#4. H\u00ecnh \u1ea3nh minh h\u1ecda<\/strong><\/h2>\r\n

H\u00ecnh \u1ea3nh \u0111\u00f3ng vai tr\u00f2 kh\u00f4ng k\u00e9m ph\u1ea7n quan tr\u1ecdng so v\u1edbi n\u1ed9i dung trong ti\u00eau \u0111\u1ec1 v\u00e0 ti\u00eau \u0111\u1ec1 ph\u1ee5 c\u1ee7a value proposition. H\u00ecnh \u1ea3nh minh h\u1ecda h\u1ed7 tr\u1ee3 t\u01b0\u01a1ng t\u00e1c nhanh v\u00e0 h\u1ea5p d\u1eabn\u00a0 h\u01a1n v\u1edbi ng\u01b0\u1eddi xem v\u00e0 n\u1ebfu \u0111\u01b0\u1ee3c l\u00ean k\u1ebf ho\u1ea1ch t\u1ed1t, c\u00f3 th\u1ec3 truy\u1ec1n t\u1ea3i nh\u1eefng th\u00f4ng \u0111i\u1ec7p r\u1ea5t d\u1ec5 d\u00e0ng.<\/p>\r\n

B\u1ea1n c\u00f3 th\u1ec3 hi\u1ec3n th\u1ecb s\u1ea3n ph\u1ea9m c\u1ee7a m\u00ecnh, anh h\u00f9ng b\u1eafn ho\u1eb7c th\u1eadm ch\u00ed l\u00e0 m\u1ed9t h\u00ecnh \u1ea3nh c\u1ee7ng c\u1ed1 \u00fd t\u01b0\u1edfng t\u1ed5ng th\u1ec3 c\u1ee7a tuy\u00ean b\u1ed1 gi\u00e1 tr\u1ecb.\u00a0B\u1ea1n c\u0169ng c\u00f3 th\u1ec3 s\u1eed d\u1ee5ng m\u1ed9t s\u1ed1 \u0111\u1ed3 h\u1ecda th\u00f4ng tin gi\u00fap \u0111\u1ecdc v\u0103n b\u1ea3n d\u1ec5 d\u00e0ng h\u01a1n.<\/p>\r\n

Daniel Nilsson<\/strong><\/p>\r\n<\/div>","protected":false},"excerpt":{"rendered":"\"Value proposition\u201d \u2013 t\u1ea1m d\u1ecbch \u201c\u0111\u1ec1 xu\u1ea5t gi\u00e1 tr\u1ecb\u201d. M\u1ed9t \u0111\u1ec1 xu\u1ea5t gi\u00e1 tr\u1ecb l\u00e0 l\u1eddi h\u1ee9a c\u1ee7a m\u1ed9t c\u00f4ng ty \u0111\u1ed1i v\u1edbi m\u1ed9t ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng ho\u1eb7c th\u1ecb tr\u01b0\u1eddng. Value proposition ch\u00ednh l\u00e0 l\u00fd do d\u1ec5 hi\u1ec3u t\u1ea1i sao kh\u00e1ch h\u00e0ng n\u00ean mua m\u1ed9t s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 t\u1eeb doanh nghi\u1ec7p c\u1ee5 [...]","protected":false},"author":4,"featured_media":9556,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"footnotes":""},"categories":[74,128],"tags":[644],"class_list":["post-7372","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","category-chia-se-kien-thuc","tag-chien-luoc-marketing",""],"_links":{"self":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/7372","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=7372"}],"version-history":[{"count":5,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/7372\/revisions"}],"predecessor-version":[{"id":14358,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/7372\/revisions\/14358"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/media\/9556"}],"wp:attachment":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/media?parent=7372"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/categories?post=7372"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/tags?post=7372"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}