M\u00f4 h\u00ecnh STP<\/h2>\r\n
Ng\u00e0y nay, Ph\u00e2n kh\u00fac, Nh\u1eafm m\u1ee5c ti\u00eau v\u00e0 \u0110\u1ecbnh v\u1ecb<\/strong> (The Segmentation, Targeting and Positioning <\/strong>– STP) l\u00e0 m\u1ed9t c\u00e1ch ti\u1ebfp c\u1eadn chi\u1ebfn l\u01b0\u1ee3c quen thu\u1ed9c trong Marketing hi\u1ec7n \u0111\u1ea1i. \u0110\u00e2y l\u00e0 m\u1ed9t trong nh\u1eefng m\u00f4 h\u00ecnh marketing \u0111\u01b0\u1ee3c \u00e1p d\u1ee5ng ph\u1ed5 bi\u1ebfn nh\u1ea5t trong th\u1ef1c t\u1ebf ch\u1ec9 sau ma tr\u1eadn SWOT<\/a> \/ TOWS. Trong qu\u00e1 kh\u1ee9, c\u00e1c ho\u1ea1t \u0111\u1ed9ng marketing th\u01b0\u1eddng t\u1eadp trung v\u00e0o s\u1ea3n ph\u1ea9m h\u01a1n l\u00e0 kh\u00e1ch h\u00e0ng. V\u00ed d\u1ee5, v\u00e0o nh\u1eefng n\u0103m 1950, chi\u1ebfn l\u01b0\u1ee3c marketing ch\u00ednh l\u00e0 “S\u1ef1 kh\u00e1c bi\u1ec7t v\u1ec1 s\u1ea3n ph\u1ea9m”.<\/p>\r\n M\u00f4 h\u00ecnh STP<\/strong> r\u1ea5t h\u1eefu \u00edch khi t\u1ea1o c\u00e1c k\u1ebf ho\u1ea1ch truy\u1ec1n th\u00f4ng marketing. N\u00f3 gi\u00fap c\u00e1c nh\u00e0 marketing \u01b0u ti\u00ean c\u00e1c \u0111\u1ec1 xu\u1ea5t v\u00e0 sau \u0111\u00f3 ph\u00e1t tri\u1ec3n v\u00e0 cung c\u1ea5p c\u00e1c th\u00f4ng \u0111i\u1ec7p \u0111\u01b0\u1ee3c c\u00e1 nh\u00e2n h\u00f3a v\u00e0 c\u00f3 li\u00ean quan \u0111\u1ec3 thu h\u00fat c\u00e1c \u0111\u1ed1i t\u01b0\u1ee3ng c\u00f4ng ch\u00fang m\u1ee5c ti\u00eau kh\u00e1c nhau. C\u00e1ch ti\u1ebfp c\u1eadn n\u00e0y t\u1eadp trung v\u00e0o kh\u00e1ch h\u00e0ng<\/a> thay v\u00ec s\u1ea3n ph\u1ea9m \u0111\u1ec3 truy\u1ec1n th\u00f4ng. \u0110i\u1ec1u n\u00e0y gi\u00fap truy\u1ec1n t\u1ea3i th\u00f4ng \u0111i\u1ec7p ph\u00f9 h\u1ee3p h\u01a1n t\u1edbi c\u00f4ng ch\u00fang m\u1ee5c ti\u00eau. S\u01a1 \u0111\u1ed3 d\u01b0\u1edbi \u0111\u00e2y l\u00e0 quy tr\u00ecnh marketing s\u1eed d\u1ee5ng m\u00f4 h\u00ecnh STP:<\/p>\r\n Ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng > L\u1ef1a ch\u1ecdn th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau > \u0110\u1ecbnh v\u1ecb s\u1ea3n ph\u1ea9m<\/em><\/strong><\/p>\r\n Ngo\u00e0i ra, STP t\u1eadp trung v\u00e0o hi\u1ec7u qu\u1ea3 th\u01b0\u01a1ng m\u1ea1i, l\u1ef1a ch\u1ecdn c\u00e1c ph\u00e2n kh\u00fac c\u00f3 gi\u00e1 tr\u1ecb nh\u1ea5t cho doanh nghi\u1ec7p v\u00e0 sau \u0111\u00f3 ph\u00e1t tri\u1ec3n chi\u1ebfn l\u01b0\u1ee3c marketing v\u00e0 \u0111\u1ecbnh v\u1ecb s\u1ea3n ph\u1ea9m cho t\u1eebng ph\u00e2n kh\u00fac. Ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng c\u00f3 gi\u00e1 tr\u1ecb v\u1edbi doanh nghi\u1ec7p l\u00e0 ph\u00e2n kh\u00fac ph\u00f9 h\u1ee3p v\u1edbi kh\u00e1 n\u0103ng c\u1ee7a doanh nghi\u1ec7p, \u0111em l\u1ea1i nhi\u1ec1u l\u1ee3i nhu\u1eadn, c\u00f3 \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn c\u00e1c ph\u00e2n kh\u00fac kh\u00e1c,…<\/p>\r\n T\u1ea7m quan tr\u1ecdng:<\/p>\r\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>\r\n STP c\u00f3 li\u00ean quan \u0111\u1ebfn digital marketing \u1edf c\u1ea5p \u0111\u1ed9 truy\u1ec1n th\u00f4ng chi\u1ebfn thu\u1eadt h\u01a1n. H\u00ecnh d\u01b0\u1edbi cho th\u1ea5y c\u00e1ch th\u1ee9c Ph\u00e2n kh\u00fac, Nh\u1eafm m\u1ee5c ti\u00eau v\u00e0 \u0110\u1ecbnh v\u1ecb \u00e1p d\u1ee5ng cho chi\u1ebfn l\u01b0\u1ee3c digital marketing.<\/p>\r\n M\u00f4 h\u00ecnh n\u00e0y nh\u1eafc nh\u1edf ch\u00fang ta c\u00e1ch c\u00e1c k\u00eanh k\u1ef9 thu\u1eadt s\u1ed1 cung c\u1ea5p c\u00e1c t\u00f9y ch\u1ecdn m\u1edbi \u0111\u1ec3 nh\u1eafm m\u1ee5c ti\u00eau \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00f4ng c\u00f3 s\u1eb5n tr\u01b0\u1edbc \u0111\u00e2y, \u0111\u00e2y l\u00e0 m\u1ed9t ho\u1ea1t \u0111\u1ed9ng marketing d\u1ef1a tr\u00ean d\u1eef li\u1ec7u<\/a>. V\u00ed d\u1ee5:<\/p>\r\n Ngo\u00e0i ra, c\u00f2n c\u00f3 nh\u1eefng c\u01a1 h\u1ed9i m\u1edbi \u0111\u1ec3 l\u00e0m cho m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u tr\u1edf n\u00ean h\u1ea5p d\u1eabn h\u01a1n th\u00f4ng qua vi\u1ec7c cung c\u1ea5p c\u00e1c lo\u1ea1i gi\u00e1 tr\u1ecb m\u1edbi cho ng\u01b0\u1eddi ti\u00eau d\u00f9ng d\u1ef1a tr\u00ean \u0111\u1ec1 xu\u1ea5t gi\u00e1 tr\u1ecb tr\u1ef1c tuy\u1ebfn ho\u1eb7c k\u1ef9 thu\u1eadt s\u1ed1. \u0110i\u1ec1u n\u00e0y c\u00f3 th\u1ec3 th\u00f4ng qua n\u1ed9i dung ho\u1eb7c c\u00e1c c\u00f4ng c\u1ee5 t\u01b0\u01a1ng t\u00e1c tr\u00ean c\u00e1c trang web ho\u1eb7c \u1ee9ng d\u1ee5ng di \u0111\u1ed9ng.<\/p>\r\n >>> Xem th\u00eam: \u00dd ki\u1ebfn kh\u00e1ch h\u00e0ng quy\u1ebft \u0111\u1ecbnh chi\u1ebfn l\u01b0\u1ee3c doanh nghi\u1ec7p?<\/a><\/strong><\/p>\r\n Th\u00f4ng qua vi\u1ec7c ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng, b\u1ea1n c\u00f3 th\u1ec3 x\u00e1c \u0111\u1ecbnh c\u00e1c ng\u00e1ch v\u1edbi nhu c\u1ea7u c\u1ee5 th\u1ec3, th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau \u0111\u1ec3 t\u00ecm ki\u1ebfm kh\u00e1ch h\u00e0ng<\/a> m\u1edbi, truy\u1ec1n th\u00f4ng c\u00e1c th\u00f4ng \u0111i\u1ec7p marketing t\u1eadp trung v\u00e0 hi\u1ec7u qu\u1ea3 h\u01a1n.<\/p>\r\n Nhu c\u1ea7u c\u1ee7a m\u1ed7i ph\u00e2n kh\u00fac l\u00e0 kh\u00e1c nhau, v\u00ec v\u1eady c\u00e1c th\u00f4ng \u0111i\u1ec7p marketing truy\u1ec1n t\u1ea3i \u0111\u1ebfn c\u00f4ng ch\u00fang m\u1ee5c ti\u00eau n\u00ean \u0111\u01b0\u1ee3c thi\u1ebft k\u1ebf cho t\u1eebng ph\u00e2n kh\u00fac \u0111\u1ec3 nh\u1ea5n m\u1ea1nh c\u00e1c l\u1ee3i \u00edch v\u00e0 t\u00ednh n\u0103ng c\u1ea7n thi\u1ebft thay v\u00ec m\u1ed9t k\u00edch th\u01b0\u1edbc ph\u00f9 h\u1ee3p v\u1edbi t\u1ea5t c\u1ea3 c\u00e1c lo\u1ea1i kh\u00e1ch h\u00e0ng.\u00a0<\/em><\/p>\r\n B\u1ea1n c\u00f3 th\u1ec3 ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng hi\u1ec7n t\u1ea1i c\u1ee7a m\u00ecnh d\u1ef1a tr\u00ean g\u1ea7n nh\u01b0 b\u1ea5t k\u1ef3 bi\u1ebfn n\u00e0o, mi\u1ec5n l\u00e0 n\u00f3 hi\u1ec7u qu\u1ea3. D\u01b0\u1edbi \u0111\u00e2y l\u00e0 m\u1ed9t s\u1ed1 g\u1ee3i \u00fd cho doanh nghi\u1ec7p:<\/p>\r\n Doanh nghi\u1ec7p c\u00f3 th\u1ec3 ti\u1ebfn h\u00e0nh ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng theo b\u1ea5t k\u1ef3 s\u1ef1 k\u1ebft h\u1ee3p n\u00e0o nh\u01b0 tu\u1ed5i, gi\u1edbi t\u00ednh, thu nh\u1eadp, gi\u00e1o d\u1ee5c, d\u00e2n t\u1ed9c, t\u00ecnh tr\u1ea1ng h\u00f4n nh\u00e2n, gi\u00e1o d\u1ee5c, h\u1ed9 gia \u0111\u00ecnh (ho\u1eb7c doanh nghi\u1ec7p), quy m\u00f4, th\u1eddi gian c\u01b0 tr\u00fa, lo\u1ea1i h\u00ecnh c\u01b0 tr\u00fa ho\u1eb7c th\u1eadm ch\u00ed ngh\u1ec1 nghi\u1ec7p\/ng\u00e0nh ngh\u1ec1.<\/p>\r\n M\u1ed9t v\u00ed d\u1ee5 l\u00e0 Firefox b\u00e1n ‘nh\u1eefng th\u1ee9 tuy\u1ec7t v\u1eddi nh\u1ea5t’, nh\u1eafm v\u00e0o \u0111\u1ed1i t\u01b0\u1ee3ng nam gi\u1edbi tr\u1ebb tu\u1ed5i. M\u1eb7c d\u00f9 v\u1eady, Moshi Monsters l\u1ea1i nh\u1eafm \u0111\u1ebfn c\u00e1c b\u1eadc cha m\u1eb9 y\u00eau c\u1ea7u kh\u00f4ng gian vui v\u1ebb, an to\u00e0n v\u00e0 gi\u00e1o d\u1ee5c d\u00e0nh cho con tr\u1ebb.<\/p>\r\n T\u00e2m l\u00fd \u1edf \u0111\u00e2y \u0111\u01b0\u1ee3c n\u00f3i \u0111\u1ebfn v\u1edbi c\u00e1c \u0111\u1eb7c \u0111i\u1ec3m nh\u01b0 ‘t\u00ednh c\u00e1ch v\u00e0 c\u1ea3m x\u00fac d\u1ef1a tr\u00ean h\u00e0nh vi, li\u00ean quan \u0111\u1ebfn l\u1ef1a ch\u1ecdn mua h\u00e0ng, bao g\u1ed3m th\u00e1i \u0111\u1ed9, l\u1ed1i s\u1ed1ng, s\u1edf th\u00edch, \u00e1c c\u1ea3m r\u1ee7i ro, t\u00ednh c\u00e1ch v\u00e0 \u0111\u1eb7c \u0111i\u1ec3m l\u00e3nh \u0111\u1ea1o. t\u1ea1p ch\u00ed \u0111\u1ecdc v\u00e0 TV. Trong khi nh\u00e2n kh\u1ea9u h\u1ecdc gi\u1ea3i th\u00edch ‘ai l\u00e0 ng\u01b0\u1eddi mua c\u1ee7a b\u1ea1n, th\u00ec t\u00e2m l\u00fd h\u1ecdc th\u00f4ng b\u00e1o cho b\u1ea1n’ t\u1ea1i sao ‘kh\u00e1ch h\u00e0ng l\u1ea1i mua”.<\/p>\r\n C\u00f3 m\u1ed9t v\u00e0i c\u00e1ch kh\u00e1c nhau \u0111\u1ec3 b\u1ea1n c\u00f3 th\u1ec3 thu th\u1eadp d\u1eef li\u1ec7u \u0111\u1ec3 gi\u00fap h\u00ecnh th\u00e0nh h\u1ed3 s\u01a1 t\u00e2m l\u00fd cho kh\u00e1ch h\u00e0ng ti\u00eau bi\u1ec3u c\u1ee7a m\u00ecnh.<\/p>\r\n M\u1ed9t v\u00ed d\u1ee5 m\u1ed9t doanh nghi\u1ec7p chia kh\u00fac kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau th\u00e0nh th\u00e0nh 6 nh\u00f3m kh\u00e1ch h\u00e0ng.<\/p>\r\n \u0110i\u1ec1u n\u00e0y \u0111\u1ec1 c\u1eadp \u0111\u1ebfn S\u1edf th\u00edch, theo \u0111u\u1ed5i gi\u1ea3i tr\u00ed, gi\u1ea3i tr\u00ed, k\u1ef3 ngh\u1ec9 v\u00e0 theo \u0111u\u1ed5i th\u1eddi gian kh\u00f4ng l\u00e0m vi\u1ec7c kh\u00e1c.<\/p>\r\n C\u00e1c c\u00f4ng ty nh\u01b0 t\u1ea1p ch\u00ed tr\u1ef1c tuy\u1ebfn v\u00e0 ngo\u1ea1i tuy\u1ebfn s\u1ebd nh\u1eafm m\u1ee5c ti\u00eau \u0111\u1ebfn nh\u1eefng ng\u01b0\u1eddi c\u00f3 s\u1edf th\u00edch c\u1ee5 th\u1ec3, v\u00ed d\u1ee5 nh\u01b0 FourFourTwo d\u00e0nh cho ng\u01b0\u1eddi h\u00e2m m\u1ed9 b\u00f3ng \u0111\u00e1.<\/p>\r\n M\u1ed9t s\u1ed1 s\u1edf th\u00edch l\u00e0 l\u1edbn v\u00e0 \u0111\u01b0\u1ee3c thi\u1ebft l\u1eadp t\u1ed1t, v\u00e0 do \u0111\u00f3 t\u01b0\u01a1ng \u0111\u1ed1i d\u1ec5 nh\u1eafm m\u1ee5c ti\u00eau, ch\u1eb3ng h\u1ea1n nh\u01b0 v\u00ed d\u1ee5 ng\u01b0\u1eddi h\u00e2m m\u1ed9 b\u00f3ng \u0111\u00e1. Tuy nhi\u00ean, m\u1ed9t s\u1ed1 doanh nghi\u1ec7p \u0111\u00e3 t\u00ecm th\u1ea5y th\u00e0nh c\u00f4ng l\u1edbn nh\u1eafm m\u1ee5c ti\u00eau c\u00e1c h\u1ed1c r\u1ea5t nh\u1ecf r\u1ea5t hi\u1ec7u qu\u1ea3. M\u1ed9t v\u00ed d\u1ee5 tuy\u1ec7t v\u1eddi l\u00e0 s\u1ef1 b\u00f9ng n\u1ed5 trong c\u00e1c doanh nghi\u1ec7p li\u00ean quan \u0111\u1ebfn ‘chu\u1ea9n b\u1ecb’, v\u1ed1n \u0111\u00e3 \u0111i t\u1eeb m\u1ed9t \u00edt nghe n\u00f3i v\u1ec1 ho\u1ea1t \u0111\u1ed9ng b\u00ean l\u1ec1 \u0111\u1ebfn m\u1ed9t ng\u00e0nh c\u00f4ng nghi\u1ec7p t\u1ef7 \u0111\u00f4 trong nh\u1eefng n\u0103m g\u1ea7n \u0111\u00e2y. R\u00f5 r\u00e0ng b\u00e2y gi\u1edd 3,7 tri\u1ec7u ng\u01b0\u1eddi M\u1ef9 ngh\u0129 m\u00ecnh l\u00e0 ng\u01b0\u1eddi chu\u1ea9n b\u1ecb ho\u1eb7c s\u1ed1ng s\u00f3t . M\u1ed9t c\u00e1ch tuy\u1ec7t v\u1eddi \u0111\u1ec3 b\u1eaft \u0111\u1ea7u nghi\u00ean c\u1ee9u v\u00e0 nh\u1eafm m\u1ee5c ti\u00eau c\u00e1c lo\u1ea1i h\u1ed1c n\u00e0y l\u00e0 Reddit, n\u01a1i m\u1ecdi ng\u01b0\u1eddi t\u1ea1o ra c\u00e1c SubReddits \u0111\u1ec3 chia s\u1ebb th\u00f4ng tin v\u1ec1 m\u1ed9t s\u1edf th\u00edch ho\u1eb7c s\u1edf th\u00edch nh\u1ea5t \u0111\u1ecbnh.<\/p>\r\n \u0110\u1ec1 c\u1eadp \u0111\u1ebfn ni\u1ec1m tin v\u00e0 gi\u00e1 tr\u1ecb t\u00f4n gi\u00e1o, ch\u00ednh tr\u1ecb, d\u00e2n t\u1ed9c v\u00e0 v\u0103n h\u00f3a.<\/p>\r\n Ng\u00e2n h\u00e0ng H\u1ed3i gi\u00e1o Anh cung c\u1ea5p d\u1ecbch v\u1ee5 ng\u00e2n h\u00e0ng tu\u00e2n th\u1ee7 Sharia \u0111\u00e1p \u1ee9ng c\u00e1c y\u00eau c\u1ea7u t\u00f4n gi\u00e1o c\u1ee5 th\u1ec3.<\/p>\r\n M\u1ed9t v\u00ed d\u1ee5 k\u1ef3 l\u1ea1 nh\u01b0ng th\u00fa v\u1ecb v\u1ec1 nh\u00e2n kh\u1ea9u h\u1ecdc t\u00f4n gi\u00e1o \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn marketing m\u00e0 b\u1ea1n c\u00f3 th\u1ec3 kh\u00f4ng \u0111o\u00e1n \u0111\u01b0\u1ee3c l\u00e0 Mormon th\u1ef1c s\u1ef1 r\u01a1i v\u00e0o ‘marketing \u0111a c\u1ea5p’. \u00a0H\u1ecd c\u00f3 nhi\u1ec1u kh\u1ea3 n\u0103ng tham gia th\u1ef1c h\u00e0nh h\u01a1n b\u1ea5t k\u1ef3 nh\u00f3m n\u00e0o kh\u00e1c \u1edf Hoa K\u1ef3. \u0110i xa h\u01a1n v\u1edbi nghi\u00ean c\u1ee9u nh\u00e2n kh\u1ea9u h\u1ecdc c\u00f3 th\u1ec3 d\u1eabn \u0111\u1ebfn vi\u1ec7c kh\u00e1m ph\u00e1 c\u00e1c c\u01a1 h\u1ed9i marketing m\u1edbi v\u00e0 suy ngh\u0129 b\u00ean ngo\u00e0i h\u1ed9p. V\u00ed d\u1ee5, b\u1ea1n c\u00f3 bi\u1ebft nh\u1eefng ng\u01b0\u1eddi\u00a0 55-64 tu\u1ed5i l\u00e0 nh\u00f3m tu\u1ed5i c\u00f3 kh\u1ea3 n\u0103ng mua xe m\u1edbi nh\u1ea5t kh\u00f4ng? Nh\u01b0ng b\u1ea1n kh\u00f4ng c\u00f3 xu h\u01b0\u1edbng nh\u00ecn th\u1ea5y ch\u00fang trong qu\u1ea3ng c\u00e1o xe h\u01a1i. M\u1ed9t c\u01a1 h\u1ed9i \u0111ang ch\u1edd \u0111\u1ec3 \u0111\u01b0\u1ee3c n\u1eafm b\u1eaft!<\/p>\r\n >>> Xem th\u00eam: L\u00e0m th\u1ebf n\u00e0o x\u00e1c \u0111\u1ecbnh c\u00f4ng ch\u00fang m\u1ee5c ti\u00eau \u0111\u1ec3 Marketing t\u1ed1t h\u01a1n?<\/a><\/p>\r\n C\u00e1c giai \u0111o\u1ea1n cu\u1ed9c s\u1ed1ng l\u00e0 \u0111i\u1ec3m chu\u1ea9n th\u1eddi gian c\u1ee7a cu\u1ed9c s\u1ed1ng c\u1ee7a m\u1ecdi ng\u01b0\u1eddi \u1edf c\u00e1c giai \u0111o\u1ea1n kh\u00e1c nhau.<\/p>\r\n M\u1ed9t v\u00ed d\u1ee5 l\u00e0 ng\u00e0y l\u1ec5 Saga ch\u1ec9 d\u00e0nh cho nh\u1eefng ng\u01b0\u1eddi t\u1eeb 50 tu\u1ed5i tr\u1edf l\u00ean. H\u1ecd tuy\u00ean b\u1ed1 m\u1ed9t ph\u00e2n kh\u00fac \u0111\u1ee7 l\u1edbn \u0111\u1ec3 t\u1eadp trung v\u00e0o giai \u0111o\u1ea1n cu\u1ed9c s\u1ed1ng n\u00e0y.<\/p>\r\n Khoan s\u00e2u theo \u00a0<\/strong>Qu\u1ed1c gia, khu v\u1ef1c, khu v\u1ef1c, v\u1ecb tr\u00ed \u0111\u00f4 th\u1ecb ho\u1eb7c n\u00f4ng th\u00f4n, m\u1eadt \u0111\u1ed9 d\u00e2n s\u1ed1 ho\u1eb7c th\u1eadm ch\u00ed kh\u00ed h\u1eadu.<\/p>\r\n M\u1ed9t v\u00ed d\u1ee5 l\u00e0 Neiman Marcus, chu\u1ed7i c\u1eeda h\u00e0ng b\u00e1ch h\u00f3a cao c\u1ea5p \u1edf Hoa K\u1ef3 hi\u1ec7n \u0111ang chuy\u1ec3n \u0111\u1ebfn V\u01b0\u01a1ng qu\u1ed1c Anh.<\/p>\r\n \u0110\u1ec1 c\u1eadp \u0111\u1ebfn b\u1ea3n ch\u1ea5t c\u1ee7a vi\u1ec7c mua h\u00e0ng, l\u00f2ng trung th\u00e0nh th\u01b0\u01a1ng hi\u1ec7u, m\u1ee9c \u0111\u1ed9 s\u1eed d\u1ee5ng, l\u1ee3i \u00edch t\u00ecm ki\u1ebfm, k\u00eanh ph\u00e2n ph\u1ed1i \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng, ph\u1ea3n \u1ee9ng v\u1edbi c\u00e1c y\u1ebfu t\u1ed1 marketing.<\/p>\r\n Trong m\u00f4i tr\u01b0\u1eddng B2B, c\u00e1c l\u1ee3i \u00edch t\u00ecm ki\u1ebfm th\u01b0\u1eddng l\u00e0 v\u1ec1 ‘n\u00f3 c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c giao trong bao l\u00e2u?’ bao g\u1ed3m ph\u00e2n kh\u00fac ‘ph\u00fat cu\u1ed1i’ – k\u1ebf ho\u1ea1ch trong ph\u00e2n kh\u00fac tr\u01b0\u1edbc.<\/p>\r\n M\u1ed9t v\u00ed d\u1ee5 l\u00e0 Parcelmonkey.co.uk, ng\u01b0\u1eddi cung c\u1ea5p d\u1ecbch v\u1ee5 chuy\u1ec3n ph\u00e1t b\u01b0u ki\u1ec7n c\u00f9ng ng\u00e0y, ng\u00e0y h\u00f4m sau v\u00e0 qu\u1ed1c t\u1ebf.<\/p>\r\n L\u1ee3i \u00edch l\u00e0 vi\u1ec7c s\u1eed d\u1ee5ng v\u00e0 s\u1ef1 h\u00e0i l\u00f2ng \u0111\u1ea1t \u0111\u01b0\u1ee3c c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng.<\/p>\r\n Smythson Stationary cung c\u1ea5p c\u00e1c s\u1ea3n ph\u1ea9m t\u01b0\u01a1ng t\u1ef1 cho c\u00e1c c\u00f4ng ty v\u0103n ph\u00f2ng ph\u1ea9m kh\u00e1c, nh\u01b0ng kh\u00e1ch h\u00e0ng c\u1ee7a h\u1ecd mu\u1ed1n l\u1ee3i \u00edch c\u1ee7a bao b\u00ec \u0111\u1eb7c tr\u01b0ng c\u1ee7a h\u1ecd: h\u1ed9p Nile Blue l\u00f3t m\u00f4 v\u00e0 bu\u1ed9c b\u1eb1ng ruy b\u0103ng h\u1ea3i qu\u00e2n!<\/p>\r\n >>> Xem th\u00eam: Market size \u2013 Quy m\u00f4 th\u1ecb tr\u01b0\u1eddng l\u00e0 g\u00ec? C\u00e1ch t\u00ednh quy m\u00f4 th\u1ecb tr\u01b0\u1eddng<\/a><\/p>\r\n Danh s\u00e1ch d\u01b0\u1edbi \u0111\u00e2y \u0111\u1ec1 c\u1eadp \u0111\u1ebfn nh\u1eefng g\u00ec c\u1ea7n thi\u1ebft \u0111\u1ec3 \u0111\u00e1nh gi\u00e1 ti\u1ec1m n\u0103ng v\u00e0 s\u1ee9c h\u1ea5p d\u1eabn th\u01b0\u01a1ng m\u1ea1i c\u1ee7a t\u1eebng ph\u00e2n kh\u00fac.<\/p>\r\n >>> Xem th\u00eam: Market size l\u00e0 g\u00ec?<\/a><\/p>\r\n B\u1ea3n \u0111\u1ed3 \u0111\u1ecbnh v\u1ecb (positioning map) l\u00e0 y\u1ebfu t\u1ed1 cu\u1ed1i c\u00f9ng c\u1ee7a quy tr\u00ecnh STP. \u0110\u1ec3 l\u00e0m vi\u1ec7c n\u00e0y, b\u1ea1n c\u1ea7n hai bi\u1ebfn \u0111\u1ec3 minh h\u1ecda t\u1ed5ng quan th\u1ecb tr\u01b0\u1eddng.<\/p>\r\n Trong v\u00ed d\u1ee5 \u1edf \u0111\u00e2y, t\u00f4i \u0111\u00e3 l\u1ea5y m\u1ed9t s\u1ed1 xe h\u01a1i c\u00f3 s\u1eb5n \u1edf Anh. \u0110\u00e2y kh\u00f4ng ph\u1ea3i l\u00e0 m\u1ed9t b\u1ea3n \u0111\u1ed3 v\u1ecb tr\u00ed s\u1ea3n ph\u1ea9m chi ti\u1ebft, nhi\u1ec1u h\u01a1n m\u1ed9t minh h\u1ecda. N\u1ebfu kh\u00f4ng c\u00f3 xe trong m\u1ed9t ph\u00e2n kh\u00fac, n\u00f3 c\u00f3 th\u1ec3 ch\u1ec9 ra c\u01a1 h\u1ed9i th\u1ecb tr\u01b0\u1eddng.<\/p>\r\n M\u1edf r\u1ed9ng tr\u00ean v\u00ed d\u1ee5 c\u1ef1c k\u1ef3 c\u01a1 b\u1ea3n \u1edf tr\u00ean, b\u1ea1n c\u00f3 th\u1ec3 gi\u1ea3i n\u00e9n th\u1ecb tr\u01b0\u1eddng b\u1eb1ng c\u00e1ch \u00e1nh x\u1ea1 c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh l\u00ean m\u1ed9t ma tr\u1eadn d\u1ef1a tr\u00ean c\u00e1c y\u1ebfu t\u1ed1 ch\u00ednh quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng.<\/p>\r\n Bi\u1ec3u \u0111\u1ed3 n\u00e0y kh\u00f4ng c\u00f3 ngh\u0129a l\u00e0 b\u1ea5t k\u1ef3 lo\u1ea1i \u0111\u1ea1i di\u1ec7n ch\u00ednh x\u00e1c n\u00e0o c\u1ee7a th\u1ecb tr\u01b0\u1eddng xe h\u01a1i, m\u00e0 ch\u1ec9 minh h\u1ecda c\u00e1ch b\u1ea1n c\u00f3 th\u1ec3 s\u1eed d\u1ee5ng b\u1ea3n \u0111\u1ed3 \u0111\u1ecbnh v\u1ecb s\u1ea3n ph\u1ea9m \u0111\u1ec3 ph\u00e2n t\u00edch v\u1ecb tr\u00ed hi\u1ec7n t\u1ea1i c\u1ee7a doanh nghi\u1ec7p c\u1ee7a m\u00ecnh tr\u00ean th\u1ecb tr\u01b0\u1eddng v\u00e0 x\u00e1c \u0111\u1ecbnh c\u00e1c c\u01a1 h\u1ed9i. V\u00ed d\u1ee5, nh\u01b0 b\u1ea1n c\u00f3 th\u1ec3 th\u1ea5y trong kho\u1ea3ng tr\u1ed1ng b\u00ean d\u01b0\u1edbi, ch\u00fang t\u00f4i \u0111\u00e3 x\u00e1c \u0111\u1ecbnh \u0111\u01b0\u1ee3c m\u1ed9t c\u01a1 h\u1ed9i c\u00f3 th\u1ec3 c\u00f3 tr\u00ean th\u1ecb tr\u01b0\u1eddng cho nh\u1eefng chi\u1ebfc xe gia \u0111\u00ecnh gi\u00e1 r\u1ebb.<\/p>\r\n Ch\u00fang t\u00f4i kh\u00f4ng n\u00f3i kho\u1ea3ng c\u00e1ch n\u00e0y th\u1ef1c s\u1ef1 t\u1ed3n t\u1ea1i, t\u00f4i ch\u1eafc ch\u1eafn b\u1ea1n c\u00f3 th\u1ec3 ngh\u0129 v\u1ec1 nh\u1eefng chi\u1ebfc xe ph\u00f9 h\u1ee3p v\u1edbi th\u1ec3 lo\u1ea1i n\u00e0y, v\u00ec th\u1ecb tr\u01b0\u1eddng xe h\u01a1i l\u00e0 m\u1ed9t th\u1ecb tr\u01b0\u1eddng c\u1ef1c k\u1ef3 ph\u00e1t tri\u1ec3n v\u00e0 c\u1ea1nh tranh. Tuy nhi\u00ean, n\u00f3 cho th\u1ea5y c\u00e1ch b\u1ea1n c\u00f3 th\u1ec3 s\u1eed d\u1ee5ng c\u00f4ng c\u1ee5 \u0111\u1ec3 x\u00e1c \u0111\u1ecbnh c\u00e1c kho\u1ea3ng tr\u1ed1ng trong th\u1ecb tr\u01b0\u1eddng c\u1ee7a ri\u00eang b\u1ea1n.<\/p>\r\n![\"\"](\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2019\/10\/STP-model-dtmconsulting.vn_-1.png\")
<\/a><\/p>\r\n![\"\"](\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2019\/10\/STP-dtmconsulting.vn_.png\")
<\/a><\/p>\r\nL\u1ef1a ch\u1ecdn th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau<\/h2>\r\n
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\u1ee8ng d\u1ee5ng Ph\u00e2n \u0111o\u1ea1n, Nh\u1eafm m\u1ee5c ti\u00eau v\u00e0 \u0110\u1ecbnh v\u1ecb v\u00e0o Digital Marketing<\/h2>\r\n
![\"\"](\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2019\/10\/Segmentation-Targeting-Positioning-STP-model-dtmconsulting.vn_.png\")
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L\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 s\u1eed d\u1ee5ng STP?<\/h2>\r\n
C\u00e1ch ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng<\/h2>\r\n
1-Nh\u00e2n kh\u1ea9u h\u1ecdc<\/h3>\r\n
\u00a02-T\u00e2m l\u00fd h\u1ecdc<\/h3>\r\n
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![\"\"](\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2019\/10\/STP-model-example-dtmconsulting.vn_.png\")
3-L\u1ed1i s\u1ed1ng<\/h3>\r\n4-Ni\u1ec1m tin v\u00e0 gi\u00e1 tr\u1ecb<\/h3>\r\n
5-C\u00e1c giai \u0111o\u1ea1n trong cu\u1ed9c \u0111\u1eddi<\/h3>\r\n
6-\u0110\u1ecba l\u00fd<\/h3>\r\n
7-H\u00e0nh vi<\/h3>\r\n
8-L\u1ee3i \u00edch<\/h3>\r\n
L\u1ef1a ch\u1ecdn th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau<\/h2>\r\n
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\u0110\u1ecbnh v\u1ecb s\u1ea3n ph\u1ea9m – \u0110\u1ecbnh v\u1ecb th\u1ecb tr\u01b0\u1eddng<\/h2>\r\n
![\"\"](\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2019\/10\/positioning-dtmconsulting.vn_.png\")
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