{"id":23175,"date":"2023-12-06T07:41:53","date_gmt":"2023-12-06T07:41:53","guid":{"rendered":"https:\/\/masterskills.org\/blog\/khach-hang-muc-tieu-la-gi-quy-trinh-phan-tich-khach-hang-muc-tieu.html"},"modified":"2023-12-22T08:13:48","modified_gmt":"2023-12-22T01:13:48","slug":"khach-hang-muc-tieu-la-gi-quy-trinh-phan-tich-khach-hang-muc-tieu","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/khach-hang-muc-tieu-la-gi-quy-trinh-phan-tich-khach-hang-muc-tieu.html","title":{"rendered":"Kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau l\u00e0 g\u00ec? Quy tr\u00ecnh ph\u00e2n t\u00edch kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau"},"content":{"rendered":"
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Qu\u00e1 tr\u00ecnh mua h\u00e0ng n\u1eb1m trong tay kh\u00e1ch h\u00e0ng v\u00e0 c\u00e1c Marketer ph\u1ea3i t\u1ea1o ra tr\u1ea3i nghi\u1ec7m c\u00f3 m\u1ee5c ti\u00eau, c\u00e1 nh\u00e2n h\u00f3a cho m\u1ecdi ng\u01b0\u1eddi n\u1ebfu h\u1ecd mu\u1ed1n tr\u1edf th\u00e0nh ng\u01b0\u1eddi thu h\u00fat s\u1ef1 ch\u00fa \u00fd gi\u1eefa bi\u1ec3n th\u01b0\u01a1ng hi\u1ec7u v\u00e0 c\u00e1c nh\u00e0 qu\u1ea3ng c\u00e1o. Khi c\u00e1c nh\u00e0 ti\u1ebfp th\u1ecb hi\u1ec3u bi\u1ebft to\u00e0n di\u1ec7n v\u1ec1 ng\u01b0\u1eddi mua l\u00fd t\u01b0\u1edfng c\u1ee7a m\u00ecnh, h\u1ecd c\u00f3 th\u1ec3 \u0111\u01b0a ra quy\u1ebft \u0111\u1ecbnh s\u00e1ng su\u1ed1t h\u01a1n v\u1ec1 ph\u01b0\u01a1ng ti\u1ec7n truy\u1ec1n th\u00f4ng, th\u00f4ng \u0111i\u1ec7p v\u00e0 th\u1eddi \u0111i\u1ec3m. Ch\u00ednh v\u00ec v\u1eady, vi\u1ec7c x\u00e1c \u0111\u1ecbnh kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau l\u00e0 r\u1ea5t quan tr\u1ecdng \u0111\u1ed1i v\u1edbi m\u1ecdi doanh nghi\u1ec7p thu\u1ed9c m\u1ecdi quy m\u00f4.<\/p>\n

Kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau l\u00e0 g\u00ec?<\/span><\/strong><\/h2>\n

Kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau l\u00e0 nh\u00f3m \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng m\u00e0 doanh nghi\u1ec7p h\u01b0\u1edbng t\u1edbi v\u00e0 t\u1eadp trung ngu\u1ed3n l\u1ef1c \u0111\u1ec3 ph\u1ee5c v\u1ee5. \u0110\u00e2y l\u00e0 nh\u00f3m kh\u00e1ch h\u00e0ng c\u00f3 nhu c\u1ea7u v\u00e0 mong mu\u1ed1n v\u1ec1 s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 c\u1ee7a doanh nghi\u1ec7p, \u0111\u1ed3ng th\u1eddi c\u00f3 kh\u1ea3 n\u0103ng chi tr\u1ea3 cho s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 \u0111\u00f3.<\/p>\n

Vi\u1ec7c x\u00e1c \u0111\u1ecbnh kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau l\u00e0 quan tr\u1ecdng \u0111\u1ec3 doanh nghi\u1ec7p c\u00f3 th\u1ec3 t\u1eadp trung t\u00e0i nguy\u00ean v\u00e0 n\u1ed7 l\u1ef1c v\u00e0o vi\u1ec7c ti\u1ebfp c\u1eadn, ph\u1ee5c v\u1ee5 nh\u00f3m ng\u01b0\u1eddi c\u00f3 kh\u1ea3 n\u0103ng t\u01b0\u01a1ng t\u00e1c v\u00e0 mua h\u00e0ng cao nh\u1ea5t. B\u1eb1ng c\u00e1ch hi\u1ec3u r\u00f5 kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau, doanh nghi\u1ec7p c\u00f3 th\u1ec3 ph\u00e1t tri\u1ec3n chi\u1ebfn l\u01b0\u1ee3c Marketing, s\u1ea3n ph\u1ea9m\/ d\u1ecbch v\u1ee5 ph\u00f9 h\u1ee3p \u0111\u1ec3 \u0111\u00e1p \u1ee9ng nhu c\u1ea7u c\u1ee7a kh\u00e1ch h\u00e0ng v\u00e0 t\u1ea1o ra l\u1ee3i nhu\u1eadn.<\/p>\n

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Ph\u00e2n t\u00edch kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau l\u00e0 g\u00ec?<\/span><\/strong><\/h2>\n

Ph\u00e2n t\u00edch kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau l\u00e0 x\u01b0\u01a1ng s\u1ed1ng cho t\u1ea5t c\u1ea3 c\u00e1c ho\u1ea1t \u0111\u1ed9ng Marketing, ch\u00fang bao g\u1ed3m c\u00e1c k\u1ef9 thu\u1eadt nh\u01b0 d\u1ef1 \u0111o\u00e1n, tr\u1ef1c quan h\u00f3a d\u1eef li\u1ec7u, qu\u1ea3n l\u00fd th\u00f4ng tin v\u00e0 ph\u00e2n \u0111o\u1ea1n kh\u00e1ch h\u00e0ng. Ho\u1ea1t \u0111\u1ed9ng n\u00e0y \u0111\u1ec1 c\u1eadp \u0111\u1ebfn qu\u00e1 tr\u00ecnh nghi\u00ean c\u1ee9u v\u00e0 \u0111\u00e1nh gi\u00e1 kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng m\u00e0 m\u1ed9t doanh nghi\u1ec7p, t\u1ed5 ch\u1ee9c mu\u1ed1n h\u01b0\u1edbng t\u1edbi v\u00e0 t\u1ea1o ra c\u00e1c chi\u1ebfn l\u01b0\u1ee3c Marketing, kinh doanh ph\u00f9 h\u1ee3p. \u0110\u00e2y l\u00e0 m\u1ed9t b\u01b0\u1edbc quan tr\u1ecdng trong qu\u00e1 tr\u00ecnh ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m, x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u v\u00e0 tri\u1ec3n khai chi\u1ebfn d\u1ecbch Marketing.<\/p>\n

Qu\u00e1 tr\u00ecnh ph\u00e2n t\u00edch kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau th\u01b0\u1eddng bao g\u1ed3m vi\u1ec7c thu th\u1eadp v\u00e0 ph\u00e2n t\u00edch th\u00f4ng tin v\u1ec1 c\u00e1c \u0111\u1eb7c \u0111i\u1ec3m, h\u00e0nh vi, nhu c\u1ea7u v\u00e0 mong mu\u1ed1n c\u1ee7a kh\u00e1ch h\u00e0ng. C\u00e1c y\u1ebfu t\u1ed1 quan tr\u1ecdng m\u00e0 ph\u00e2n t\u00edch kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau th\u01b0\u1eddng t\u1eadp trung v\u00e0o bao g\u1ed3m \u0111\u1ed9 tu\u1ed5i, gi\u1edbi t\u00ednh, \u0111\u1ecba l\u00fd, thu nh\u1eadp, s\u1edf th\u00edch, l\u1ed1i s\u1ed1ng, gi\u00e1o d\u1ee5c v\u00e0 c\u00e1c y\u1ebfu t\u1ed1 t\u00e2m l\u00fd kh\u00e1c.<\/p>\n

T\u1ea1i sao c\u1ea7n x\u00e1c \u0111\u1ecbnh kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau?<\/span><\/strong><\/h2>\n

L\u00e0 m\u1ed9t Marketer, vi\u1ec7c hi\u1ec3u \u0111\u1ed1i t\u01b0\u1ee3ng m\u1ee5c ti\u00eau l\u00e0 r\u1ea5t quan tr\u1ecdng. Th\u00f4ng tin n\u00e0y l\u00e0 n\u1ec1n t\u1ea3ng \u0111\u1ec3 x\u00e1c \u0111\u1ecbnh m\u1ecdi k\u1ebf ho\u1ea1ch v\u00e0 chi\u1ebfn l\u01b0\u1ee3c Marketing m\u00e0 doanh nghi\u1ec7p th\u1ef1c hi\u1ec7n. M\u1ed9t s\u1ed1 l\u00fd do quan tr\u1ecdng m\u00e0 doanh nghi\u1ec7p bu\u1ed9c ph\u1ea3i x\u00e1c \u0111\u1ecbnh kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau n\u1ebfu mu\u1ed1n th\u00e0nh c\u00f4ng trong kinh doanh:<\/p>\n

T\u1ed1i \u01b0u h\u00f3a t\u00e0i nguy\u00ean<\/span><\/strong><\/h3>\n

X\u00e1c \u0111\u1ecbnh kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau gi\u00fap t\u1eadp trung t\u00e0i nguy\u00ean, th\u1eddi gian v\u00e0 ngu\u1ed3n l\u1ef1c v\u00e0o nh\u00f3m kh\u00e1ch h\u00e0ng c\u00f3 kh\u1ea3 n\u0103ng t\u01b0\u01a1ng t\u00e1c v\u00e0 mua h\u00e0ng cao nh\u1ea5t. Thay v\u00ec ti\u1ebfp c\u1eadn t\u1ea5t c\u1ea3 m\u1ecdi ng\u01b0\u1eddi, doanh nghi\u1ec7p s\u1ebd t\u1eadp trung v\u00e0o nh\u00f3m kh\u00e1ch h\u00e0ng c\u00f3 kh\u1ea3 n\u0103ng cao nh\u1ea5t \u0111\u1ec3 t\u0103ng c\u01a1 h\u1ed9i th\u00e0nh c\u00f4ng v\u00e0 gi\u1ea3m s\u1ef1 l\u00e3ng ph\u00ed.<\/p>\n

Hi\u1ec3u s\u00e2u v\u1ec1 kh\u00e1ch h\u00e0ng<\/span><\/strong><\/h3>\n

X\u00e1c \u0111\u1ecbnh kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau mang l\u1ea1i cho doanh nghi\u1ec7p c\u01a1 h\u1ed9i nghi\u00ean c\u1ee9u v\u00e0 hi\u1ec3u r\u00f5 h\u01a1n v\u1ec1 h\u1ecd. T\u1eeb \u0111\u00f3 c\u00f3 th\u1ec3 bi\u1ebft \u0111\u01b0\u1ee3c nhu c\u1ea7u, mong mu\u1ed1n v\u00e0 th\u00e1ch th\u1ee9c c\u1ee7a kh\u00e1ch h\u00e0ng, t\u1ea1o ra c\u00e1c s\u1ea3n ph\u1ea9m\/ d\u1ecbch v\u1ee5 ph\u00f9 h\u1ee3p h\u01a1n. Doanh nghi\u1ec7p c\u0169ng c\u00f3 th\u1ec3 t\u00f9y ch\u1ec9nh chi\u1ebfn l\u01b0\u1ee3c Marketing v\u00e0 truy\u1ec1n th\u00f4ng \u0111\u1ec3 ph\u00f9 h\u1ee3p v\u1edbi nh\u00f3m kh\u00e1ch h\u00e0ng c\u1ee5 th\u1ec3 n\u00e0y.<\/p>\n

T\u1ea1o ra th\u00f4ng \u0111i\u1ec7p hi\u1ec7u qu\u1ea3<\/span><\/strong><\/h3>\n

B\u1eb1ng c\u00e1ch s\u1eed d\u1ee5ng ng\u00f4n ng\u1eef, h\u00ecnh \u1ea3nh v\u00e0 ph\u01b0\u01a1ng ph\u00e1p truy\u1ec1n th\u00f4ng ph\u00f9 h\u1ee3p v\u1edbi s\u1edf th\u00edch, gi\u00e1 tr\u1ecb v\u00e0 l\u1ee3i \u00edch c\u1ee7a kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau, doanh nghi\u1ec7p c\u00f3 th\u1ec3 t\u1ea1o ra th\u00f4ng \u0111i\u1ec7p hi\u1ec7u qu\u1ea3 v\u00e0 g\u1ea7n g\u0169i v\u1edbi h\u1ecd nh\u1ea5t. Th\u00f4ng \u0111i\u1ec7p t\u1ea1o ra c\u00f3 th\u1ec3 g\u1ee3i c\u1ea3m h\u1ee9ng v\u00e0 t\u1ea1o ni\u1ec1m tin, t\u0103ng kh\u1ea3 n\u0103ng t\u01b0\u01a1ng t\u00e1c t\u00edch c\u1ef1c t\u1eeb kh\u00e1ch h\u00e0ng.<\/p>\n

C\u1ea1nh tranh hi\u1ec7u qu\u1ea3<\/span><\/strong><\/h3>\n

X\u00e1c \u0111\u1ecbnh kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau c\u0169ng gi\u00fap n\u1eafm b\u1eaft th\u00f4ng tin v\u1ec1 th\u1ecb tr\u01b0\u1eddng v\u00e0 c\u1ea1nh tranh m\u1ed9t c\u00e1ch hi\u1ec7u qu\u1ea3 h\u01a1n. Doanh nghi\u1ec7p c\u00f3 th\u1ec3 nghi\u00ean c\u1ee9u v\u00e0 ph\u00e2n t\u00edch \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh trong c\u00f9ng l\u0129nh v\u1ef1c \u0111\u1ec3 hi\u1ec3u r\u00f5 h\u01a1n v\u1ec1 c\u00e1ch h\u1ecd ti\u1ebfp c\u1eadn, ph\u1ee5c v\u1ee5 kh\u00e1ch h\u00e0ng. T\u1eeb \u0111\u00f3 c\u00f3 th\u1ec3 t\u00ecm ra nh\u1eefng \u0111i\u1ec3m m\u1ea1nh v\u00e0 \u0111i\u1ec3m y\u1ebfu c\u1ee7a \u0111\u1ed1i th\u1ee7, \u0111\u1ed3ng th\u1eddi t\u00ecm c\u00e1ch \u0111\u1ec3 t\u1ea1o ra l\u1ee3i th\u1ebf c\u1ea1nh tranh.<\/p>\n

Th\u00fac \u0111\u1ea9y hi\u1ec7u qu\u1ea3 c\u1ee7a c\u00e1c ho\u1ea1t \u0111\u1ed9ng Marketing<\/span><\/strong><\/h3>\n

Khi bi\u1ebft r\u00f5 kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau, doanh nghi\u1ec7p c\u00f3 th\u1ec3 x\u00e2y d\u1ef1ng c\u00e1c chi\u1ebfn l\u01b0\u1ee3c Marketing hi\u1ec7u qu\u1ea3 h\u01a1n. C\u00e1c chi\u1ebfn l\u01b0\u1ee3c n\u00e0y s\u1ebd gi\u00fap doanh nghi\u1ec7p ti\u1ebfp c\u1eadn \u0111\u00fang \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau v\u00e0 truy\u1ec1n t\u1ea3i th\u00f4ng \u0111i\u1ec7p ph\u00f9 h\u1ee3p \u0111\u1ebfn h\u1ecd, tr\u00e1nh l\u00e3ng ph\u00ed ngu\u1ed3n l\u1ef1c.<\/p>\n

T\u0103ng c\u01b0\u1eddng s\u1ef1 g\u1eafn b\u00f3 c\u1ee7a kh\u00e1ch h\u00e0ng<\/span><\/strong><\/h3>\n

Hi\u1ec3u r\u00f5 kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau gi\u00fap doanh nghi\u1ec7p t\u1ea1o ra c\u00e1c ch\u01b0\u01a1ng tr\u00ecnh khuy\u1ebfn m\u00e3i, \u01b0u \u0111\u00e3i ph\u00f9 h\u1ee3p v\u1edbi nhu c\u1ea7u c\u1ee7a kh\u00e1ch h\u00e0ng, mang l\u1ea1i gi\u00e1 tr\u1ecb v\u00e0 gia t\u0103ng s\u1ef1 g\u1eafn b\u00f3, l\u00f2ng trung th\u00e0nh t\u1eeb h\u1ecd.<\/p>\n

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Ph\u00e2n bi\u1ec7t kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau v\u00e0 kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng<\/span><\/strong><\/h2>\n

Kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau v\u00e0 kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng l\u00e0 hai kh\u00e1i ni\u1ec7m th\u01b0\u1eddng \u0111\u01b0\u1ee3c nh\u1eafc \u0111\u1ebfn trong Marketing v\u00e0 kinh doanh. C\u1ea3 hai \u0111\u1ec1u l\u00e0 nh\u1eefng \u0111\u1ed1i t\u01b0\u1ee3ng c\u00f3 nhu c\u1ea7u v\u00e0 kh\u1ea3 n\u0103ng chi tr\u1ea3 cho s\u1ea3n ph\u1ea9m\/ d\u1ecbch v\u1ee5 c\u1ee7a doanh nghi\u1ec7p. Tuy nhi\u00ean, gi\u1eefa hai kh\u00e1i ni\u1ec7m n\u00e0y c\u00f3 nh\u1eefng \u0111i\u1ec3m kh\u00e1c bi\u1ec7t c\u01a1 b\u1ea3n bao g\u1ed3m:<\/p>\n

\n\n\n\n\n\n\t<\/colgroup>\n\n\n\n\n\n\n\n
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Ph\u00e2n bi\u1ec7t<\/strong><\/p>\n<\/td>\n

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Kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau<\/strong><\/p>\n<\/td>\n

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Kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng<\/strong><\/p>\n<\/td>\n<\/tr>\n

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Kh\u00e1i ni\u1ec7m<\/strong><\/p>\n<\/td>\n

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L\u00e0 nh\u00f3m ng\u01b0\u1eddi m\u00e0 c\u00f4ng ty nh\u1eafm \u0111\u1ebfn v\u00e0 t\u1eadp trung v\u00e0o \u0111\u1ec3 b\u00e1n s\u1ea3n ph\u1ea9m\/ d\u1ecbch v\u1ee5<\/p>\n<\/td>\n

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L\u00e0 nh\u1eefng ng\u01b0\u1eddi c\u00f3 kh\u1ea3 n\u0103ng tr\u1edf th\u00e0nh kh\u00e1ch h\u00e0ng c\u1ee7a c\u00f4ng ty trong t\u01b0\u01a1ng lai<\/p>\n<\/td>\n<\/tr>\n

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M\u1ee9c \u0111\u1ed9 hi\u1ec3u bi\u1ebft v\u1ec1 s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5<\/strong><\/p>\n<\/td>\n

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C\u00f3 hi\u1ec3u bi\u1ebft s\u00e2u s\u1eafc v\u1ec1 s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5<\/p>\n<\/td>\n

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C\u00f3 hi\u1ec3u bi\u1ebft \u00edt ho\u1eb7c ch\u01b0a c\u00f3 hi\u1ec3u bi\u1ebft v\u1ec1 s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5<\/p>\n<\/td>\n<\/tr>\n

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M\u1ee9c \u0111\u1ed9 s\u1eb5n s\u00e0ng mua h\u00e0ng<\/strong><\/p>\n<\/td>\n

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S\u1eb5n s\u00e0ng mua h\u00e0ng<\/p>\n<\/td>\n

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Ch\u01b0a s\u1eb5n s\u00e0ng mua h\u00e0ng<\/p>\n<\/td>\n<\/tr>\n

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T\u00ecm ki\u1ebfm th\u00f4ng tin<\/strong><\/p>\n<\/td>\n

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T\u00ecm ki\u1ebfm th\u00f4ng tin v\u1ec1 s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5 m\u1ed9t c\u00e1ch ch\u1ee7 \u0111\u1ed9ng<\/p>\n<\/td>\n

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T\u00ecm ki\u1ebfm th\u00f4ng tin v\u1ec1 s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5 m\u1ed9t c\u00e1ch b\u1ecb \u0111\u1ed9ng<\/p>\n<\/td>\n<\/tr>\n

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Quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng<\/strong><\/p>\n<\/td>\n

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C\u00f3 kh\u1ea3 n\u0103ng \u0111\u01b0a ra quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng nhanh ch\u00f3ng<\/p>\n<\/td>\n

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C\u1ea7n th\u1eddi gian v\u00e0 s\u1ef1 thuy\u1ebft ph\u1ee5c c\u1ee7a doanh nghi\u1ec7p \u0111\u1ec3 \u0111\u01b0a ra quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng<\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n

Vi\u1ec7c ph\u00e2n bi\u1ec7t kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau v\u00e0 kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng c\u00f3 \u00fd ngh\u0129a quan tr\u1ecdng \u0111\u1ed1i v\u1edbi doanh nghi\u1ec7p trong vi\u1ec7c x\u00e2y d\u1ef1ng chi\u1ebfn l\u01b0\u1ee3c Marketing v\u00e0 kinh doanh.<\/p>\n

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    \u0110\u1ed1i v\u1edbi kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau<\/strong>: Doanh nghi\u1ec7p c\u1ea7n t\u1eadp trung v\u00e0o vi\u1ec7c \u0111\u00e1p \u1ee9ng nhu c\u1ea7u v\u00e0 mong mu\u1ed1n c\u1ee7a h\u1ecd. Doanh nghi\u1ec7p c\u1ea7n hi\u1ec3u r\u00f5 v\u1ec1 \u0111\u1eb7c \u0111i\u1ec3m, h\u00e0nh vi c\u1ee7a kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau \u0111\u1ec3 c\u00f3 th\u1ec3 x\u00e2y d\u1ef1ng c\u00e1c chi\u1ebfn l\u01b0\u1ee3c Marketing v\u00e0 kinh doanh ph\u00f9 h\u1ee3p.<\/p>\n<\/li>\n

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    \u0110\u1ed1i v\u1edbi kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng: <\/strong>Doanh nghi\u1ec7p c\u1ea7n t\u1eadp trung v\u00e0o vi\u1ec7c thu h\u00fat v\u00e0 chuy\u1ec3n \u0111\u1ed5i kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng th\u00e0nh kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau. Theo \u0111\u00f3, c\u1ea7n tri\u1ec3n khai c\u00e1c ho\u1ea1t \u0111\u1ed9ng Marketing v\u00e0 kinh doanh nh\u1eb1m gi\u00fap kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng hi\u1ec3u r\u00f5 h\u01a1n v\u1ec1 s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5, th\u00fac \u0111\u1ea9y quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng c\u1ee7a h\u1ecd.<\/p>\n<\/li>\n<\/ul>\n

    Quy tr\u00ecnh ph\u00e2n t\u00edch kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau<\/span><\/strong><\/h2>\n

    B\u01b0\u1edbc 1. Ph\u00e2n \u0111o\u1ea1n kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau<\/span><\/strong><\/h3>\n

    M\u1ee5c ti\u00eau c\u1ee7a b\u01b0\u1edbc n\u00e0y l\u00e0 chia nh\u00f3m kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau th\u00e0nh c\u00e1c nh\u00f3m nh\u1ecf h\u01a1n, c\u00f3 nh\u1eefng \u0111\u1eb7c \u0111i\u1ec3m t\u01b0\u01a1ng \u0111\u1ed3ng v\u1ec1 nhu c\u1ea7u, mong mu\u1ed1n, h\u00e0nh vi,… Gi\u00fap doanh nghi\u1ec7p hi\u1ec3u r\u00f5 h\u01a1n v\u1ec1 t\u1eebng nh\u00f3m kh\u00e1ch h\u00e0ng, t\u1eeb \u0111\u00f3 x\u00e2y d\u1ef1ng c\u00e1c chi\u1ebfn l\u01b0\u1ee3c Marketing v\u00e0 b\u00e1n h\u00e0ng hi\u1ec7u qu\u1ea3 h\u01a1n.<\/p>\n

    Ph\u00e2n \u0111o\u1ea1n h\u00e0nh vi<\/span><\/strong><\/h4>\n

    Qu\u00e1 tr\u00ecnh ph\u00e2n t\u00edch h\u00e0nh vi kh\u00e1ch h\u00e0ng c\u1ea7n s\u1ef1 hi\u1ec3u bi\u1ebft s\u00e2u s\u1eafc v\u1ec1 qu\u00e1 tr\u00ecnh ra quy\u1ebft \u0111\u1ecbnh c\u1ee7a kh\u00e1ch h\u00e0ng. Trong b\u01b0\u1edbc n\u00e0y, doanh nghi\u1ec7p c\u1ea7n tr\u1ea3 l\u1eddi c\u00e1c c\u00e2u h\u1ecfi nh\u01b0:<\/p>\n

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    • C\u00e1c b\u01b0\u1edbc li\u00ean quan \u0111\u1ebfn vi\u1ec7c ra quy\u1ebft \u0111\u1ecbnh<\/li>\n
    • Kh\u00e1ch h\u00e0ng t\u00ecm ki\u1ebfm th\u00f4ng tin g\u00ec?<\/li>\n
    • Ti\u1ebfn tr\u00ecnh mua h\u00e0ng c\u1ee7a kh\u00e1ch h\u00e0ng l\u00e0 g\u00ec?<\/li>\n
    • Kh\u00e1ch h\u00e0ng c\u00f3 tham kh\u1ea3o \u00fd ki\u1ebfn c\u1ee7a ai kh\u00f4ng?<\/li>\n
    • L\u00fd do mua h\u00e0ng c\u1ee7a kh\u00e1ch h\u00e0ng l\u00e0 g\u00ec?<\/li>\n
    • T\u1ea7n su\u1ea5t mua h\u00e0ng?<\/li>\n
    • Th\u1eddi gian mua h\u00e0ng?<\/li>\n
    • S\u1ed1 l\u01b0\u1ee3ng s\u1ea3n ph\u1ea9m \u0111\u00e3 mua?<\/li>\n
    • Mua h\u00e0ng \u1edf \u0111\u00e2u?<\/li>\n<\/ul>\n

      Ph\u00e2n \u0111o\u1ea1n t\u00e2m l\u00fd<\/span><\/strong><\/h4>\n

      Ph\u00e2n \u0111o\u1ea1n theo t\u00e2m l\u00fd t\u1eadp trung v\u00e0o vi\u1ec7c ph\u00e2n t\u00edch c\u00e1c y\u1ebfu t\u1ed1 t\u00e2m l\u00fd c\u1ee7a kh\u00e1ch h\u00e0ng. C\u00e1c y\u1ebfu t\u1ed1 th\u01b0\u1eddng \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng \u0111\u1ec3 ph\u00e2n \u0111o\u1ea1n theo t\u00e2m l\u00fd bao g\u1ed3m:<\/p>\n

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      • Kh\u00e1ch h\u00e0ng c\u00f3 t\u00ednh c\u00e1ch nh\u01b0 th\u1ebf n\u00e0o?<\/li>\n
      • Kh\u00e1ch h\u00e0ng coi tr\u1ecdng nh\u1eefng gi\u00e1 tr\u1ecb g\u00ec?<\/li>\n
      • Kh\u00e1ch h\u00e0ng c\u00f3 ni\u1ec1m tin g\u00ec?<\/li>\n
      • Kh\u00e1ch h\u00e0ng c\u00f3 s\u1edf th\u00edch g\u00ec?<\/li>\n
      • Kh\u00e1ch h\u00e0ng c\u00f3 l\u1ed1i s\u1ed1ng nh\u01b0 th\u1ebf n\u00e0o?<\/li>\n<\/ul>\n

        Trong giao d\u1ecbch ti\u00eau d\u00f9ng, gi\u00e1 c\u1ea3 v\u00e0 ch\u1ea5t l\u01b0\u1ee3ng th\u01b0\u1eddng l\u00e0 c\u00e1c y\u1ebfu t\u1ed1 quan tr\u1ecdng. Tuy nhi\u00ean, trong c\u00e1c giao d\u1ecbch gi\u1eefa doanh nghi\u1ec7p (B2B), nh\u1eefng v\u1ea5n \u0111\u1ec1 li\u00ean quan \u0111\u1ebfn d\u1ecbch v\u1ee5 tr\u1edf n\u00ean quan tr\u1ecdng h\u01a1n nhi\u1ec1u, bao g\u1ed3m \u0111\u1ed9 tin c\u1eady, \u0111i\u1ec1u kho\u1ea3n thanh to\u00e1n v\u00e0 l\u1ecbch tr\u00ecnh giao h\u00e0ng.<\/p>\n

        \u0110\u1ec3 ph\u00e1t tri\u1ec3n m\u1ed9t \u0111\u1ec1 xu\u1ea5t gi\u00e1 tr\u1ecb r\u00f5 r\u00e0ng v\u00e0 ng\u1eafn g\u1ecdn, c\u00e1c c\u00f4ng ty c\u1ea7n x\u00e1c \u0111\u1ecbnh nhu c\u1ea7u c\u1ee7a kh\u00e1ch h\u00e0ng v\u00e0 \u0111\u00e1p \u1ee9ng nh\u1eefng l\u1ee3i \u00edch h\u1eefu \u00edch m\u00e0 kh\u00e1ch h\u00e0ng c\u00f3 th\u1ec3 mong \u0111\u1ee3i t\u1eeb s\u1ea3n ph\u1ea9m c\u1ee7a m\u00ecnh. Sau khi x\u00e1c \u0111\u1ecbnh c\u00e1c ti\u00eau ch\u00ed mua h\u00e0ng ch\u00ednh, c\u00e1c n\u1ed7 l\u1ef1c ti\u1ebfp th\u1ecb c\u00f3 th\u1ec3 t\u1eadp trung v\u00e0o vi\u1ec7c t\u1ea1o nh\u1eadn th\u1ee9c v\u1ec1 s\u1ea3n ph\u1ea9m theo c\u00e1c kh\u00eda c\u1ea1nh quan tr\u1ecdng nh\u01b0 gi\u00e1 c\u1ea3, ch\u1ea5t l\u01b0\u1ee3ng, s\u1ef1 ti\u1ec7n l\u1ee3i v\u00e0 uy t\u00edn, so v\u1edbi s\u1ea3n ph\u1ea9m c\u1ee7a c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh.<\/p>\n

        Ph\u00e2n \u0111o\u1ea1n nh\u00e2n kh\u1ea9u h\u1ecdc<\/span><\/strong><\/h4>\n

        Khi x\u00e1c \u0111\u1ecbnh nh\u00e2n kh\u1ea9u h\u1ecdc c\u1ee7a kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau, doanh nghi\u1ec7p c\u1ea7n t\u1ef1 tr\u1ea3 l\u1eddi c\u00e1c c\u00e2u h\u1ecfi nh\u01b0:<\/p>\n

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        • \u0110\u1ed9 tu\u1ed5i n\u00e0o quan t\u00e2m \u0111\u1ebfn s\u1ea3n ph\u1ea9m\/ d\u1ecbch v\u1ee5 n\u00e0o?<\/li>\n
        • Gi\u1edbi t\u00ednh n\u00e0o s\u1ebd c\u00f3 s\u1ef1 quan t\u00e2m cao nh\u1ea5t \u0111\u1ed1i v\u1edbi s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 n\u00e0y?<\/li>\n
        • M\u1ee9c thu nh\u1eadp c\u1ee7a kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau l\u00e0 bao nhi\u00eau?<\/li>\n
        • Tr\u00ecnh \u0111\u1ed9 h\u1ecdc v\u1ea5n c\u1ee7a kh\u00e1ch h\u00e0ng?<\/li>\n
        • T\u00ecnh tr\u1ea1ng h\u00f4n nh\u00e2n ho\u1eb7c gia \u0111\u00ecnh c\u1ee7a kh\u00e1ch h\u00e0ng nh\u01b0 th\u1ebf n\u00e0o? H\u1ecd \u0111\u00e3 k\u1ebft h\u00f4n, \u0111\u1ed9c th\u00e2n hay ch\u01b0a ly h\u00f4n? C\u00f3 con ho\u1eb7c ch\u00e1u kh\u00f4ng?<\/li>\n
        • Kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau c\u00f3 nh\u1eefng s\u1edf th\u00edch, quan t\u00e2m g\u00ec \u0111\u1eb7c bi\u1ec7t?<\/li>\n<\/ul>\n

          B\u1eb1ng vi\u1ec7c x\u00e1c \u0111\u1ecbnh r\u00f5 c\u00e1c y\u1ebfu t\u1ed1 nh\u00e2n kh\u1ea9u h\u1ecdc n\u00e0y, c\u00e1c chi\u1ebfn d\u1ecbch Marketing c\u00f3 th\u1ec3 t\u00ecm ra c\u00e1c k\u00eanh ti\u1ebfp c\u1eadn hi\u1ec7u qu\u1ea3 nh\u1ea5t \u0111\u1ec3 ti\u1ebfp c\u1eadn c\u00e1c ph\u00e2n \u0111o\u1ea1n nh\u00e2n kh\u1ea9u h\u1ecdc c\u1ee5 th\u1ec3 n\u00e0y.<\/p>\n

          B\u01b0\u1edbc 2. X\u00e1c \u0111\u1ecbnh \u201c\u0111\u00fang\u201d kh\u00e1ch h\u00e0ng gi\u00e1 tr\u1ecb<\/span><\/strong><\/h3>\n

          Nguy\u00ean t\u1eafc Pareto, c\u00f2n \u0111\u01b0\u1ee3c g\u1ecdi l\u00e0 quy t\u1eafc 80\/20, cho r\u1eb1ng 80% k\u1ebft qu\u1ea3 \u0111\u01b0\u1ee3c t\u1ea1o ra t\u1eeb 20% ngu\u1ed3n l\u1ef1c. Trong l\u0129nh v\u1ef1c Marketing v\u00e0 ph\u00e2n t\u00edch kh\u00e1ch h\u00e0ng, nguy\u00ean t\u1eafc Pareto c\u00f3 th\u1ec3 \u00e1p d\u1ee5ng b\u1eb1ng c\u00e1ch t\u00ecm ra nh\u00f3m kh\u00e1ch h\u00e0ng 20% mang l\u1ea1i 80% gi\u00e1 tr\u1ecb cho doanh nghi\u1ec7p.<\/p>\n

          Doanh nghi\u1ec7p c\u00f3 th\u1ec3 x\u00e1c \u0111\u1ecbnh \u201c\u0111\u00fang\u201d nh\u1eefng kh\u00e1ch h\u00e0ng c\u00f3 gi\u00e1 tr\u1ecb nh\u1ea5t b\u1eb1ng c\u00e1ch d\u1ef1a tr\u00ean nh\u1eefng ch\u1ec9 s\u1ed1 kh\u00e1ch h\u00e0ng quan tr\u1ecdng, \u0111\u1ed3ng th\u1eddi t\u00ecm ki\u1ebfm m\u1eabu trong c\u01a1 s\u1edf d\u1eef li\u1ec7u. Trong \u0111\u00f3, c\u00e1c ch\u1ec9 s\u1ed1 kh\u00e1ch h\u00e0ng m\u00e0 doanh nghi\u1ec7p c\u1ea7n quan t\u00e2m bao g\u1ed3m:<\/p>\n

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          • Gi\u00e1 tr\u1ecb l\u00e2u d\u00e0i c\u1ee7a kh\u00e1ch h\u00e0ng<\/li>\n
          • T\u1ef7 l\u1ec7 gi\u1eef ch\u00e2n kh\u00e1ch h\u00e0ng<\/li>\n
          • T\u1ef7 l\u1ec7 mua l\u1ea1i<\/li>\n
          • T\u1ef7 l\u1ec7 b\u00e1n ch\u1ea1y<\/li>\n
          • T\u1ef7 l\u1ec7 quy \u0111\u1ed5i<\/li>\n
          • Ch\u1ec9 s\u1ed1 l\u00f2ng trung th\u00e0nh c\u1ee7a kh\u00e1ch h\u00e0ng<\/li>\n
          • S\u1ed1 t\u01b0\u01a1ng t\u00e1c c\u1ee7a kh\u00e1ch h\u00e0ng<\/li>\n<\/ul>\n

            D\u1ef1a tr\u00ean k\u1ebft qu\u1ea3 ph\u00e2n t\u00edch d\u1eef li\u1ec7u, doanh nghi\u1ec7p c\u1ea7n x\u00e2y d\u1ef1ng ch\u00e2n dung kh\u00e1ch h\u00e0ng gi\u00e1 tr\u1ecb. \u0110\u00e2y l\u00e0 nh\u00f3m kh\u00e1ch h\u00e0ng c\u00f3 kh\u1ea3 n\u0103ng mua h\u00e0ng th\u01b0\u1eddng xuy\u00ean, c\u00f3 gi\u00e1 tr\u1ecb trung b\u00ecnh ho\u1eb7c cao, v\u00e0 c\u00f3 kh\u1ea3 n\u0103ng tr\u1edf th\u00e0nh ng\u01b0\u1eddi gi\u1edbi thi\u1ec7u kh\u00e1ch h\u00e0ng m\u1edbi.<\/p>\n

            B\u01b0\u1edbc 3. Tr\u00f2 chuy\u1ec7n v\u1edbi kh\u00e1ch h\u00e0ng<\/span><\/strong><\/h3>\n

            Tr\u00f2 chuy\u1ec7n v\u1edbi kh\u00e1ch h\u00e0ng l\u00e0 c\u01a1 h\u1ed9i \u0111\u1ec3 h\u1ecd chia s\u1ebb nh\u1eefng c\u1ea3m x\u00fac v\u00e0 \u0111\u1ed9ng l\u1ef1c th\u00fac \u0111\u1ea9y vi\u1ec7c mua h\u00e0ng, nh\u1eefng kh\u00f3 kh\u0103n m\u00e0 h\u1ecd g\u1eb7p ph\u1ea3i v\u00e0 nhu c\u1ea7u s\u00e2u s\u1eafc nh\u1ea5t c\u1ee7a m\u00ecnh. \u0110\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c m\u1ee5c ti\u00eau n\u00e0y, vi\u1ec7c \u0111\u1eb7t c\u00e2u h\u1ecfi \u0111\u00fang l\u00e0 r\u1ea5t quan tr\u1ecdng. K\u1ef9 thu\u1eadt 5W (Who, What, When, Where, Why) c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c \u00e1p d\u1ee5ng \u0111\u1ec3 kh\u00e1m ph\u00e1 s\u00e2u h\u01a1n v\u1ea5n \u0111\u1ec1 v\u00e0 t\u00ecm hi\u1ec3u nguy\u00ean nh\u00e2n g\u1ed1c r\u1ec5 c\u1ee7a n\u00f3.<\/p>\n

            Th\u1ed1ng k\u00ea cho th\u1ea5y 95% quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng d\u1ef1a tr\u00ean c\u1ea3m x\u00fac. V\u00ec v\u1eady, trong cu\u1ed9c ph\u1ecfng v\u1ea5n, t\u1ea1o ra m\u1ed9t m\u00f4i tr\u01b0\u1eddng tho\u1ea3i m\u00e1i v\u00e0 an to\u00e0n \u0111\u1ec3 kh\u00e1ch h\u00e0ng c\u00f3 th\u1ec3 tin t\u01b0\u1edfng chia s\u1ebb suy ngh\u0129 v\u00e0 c\u1ea3m x\u00fac th\u1eadt c\u1ee7a m\u00ecnh l\u00e0 r\u1ea5t quan tr\u1ecdng. \u0110i\u1ec1u n\u00e0y c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n b\u1eb1ng c\u00e1ch t\u1ea1o ra m\u1ed9t cu\u1ed9c tr\u00f2 chuy\u1ec7n th\u00e2n thi\u1ec7n v\u00e0 l\u1eafng nghe t\u00edch c\u1ef1c. M\u1ed9t s\u1ed1 m\u1eb9o h\u1eefu \u00edch \u0111\u1ec3 th\u1ef1c hi\u1ec7n m\u1ed9t cu\u1ed9c ph\u1ecfng v\u1ea5n kh\u00e1ch h\u00e0ng th\u00e0nh c\u00f4ng:<\/p>\n

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              \u0110\u1eb7t c\u00e2u h\u1ecfi m\u1edf: S\u1eed d\u1ee5ng c\u00e2u h\u1ecfi m\u1edf \u0111\u1ec3 kh\u00e1ch h\u00e0ng c\u00f3 th\u1ec3 t\u1ef1 do chia s\u1ebb \u00fd ki\u1ebfn, suy ngh\u0129 v\u00e0 c\u1ea3m x\u00fac c\u1ee7a h\u1ecd. Thay v\u00ec h\u1ecfi nh\u1eefng c\u00e2u h\u1ecfi c\u00f3 th\u1ec3 tr\u1ea3 l\u1eddi b\u1eb1ng “c\u00f3” ho\u1eb7c “kh\u00f4ng”, h\u00e3y h\u1ecfi “T\u1ea1i sao” v\u00e0 “L\u00e0m th\u1ebf n\u00e0o” \u0111\u1ec3 kh\u00e1m ph\u00e1 s\u00e2u h\u01a1n v\u1ea5n \u0111\u1ec1 v\u00e0 c\u1ea3m nh\u1eadn c\u1ee7a kh\u00e1ch h\u00e0ng.<\/p>\n<\/li>\n

            • \n

              Th\u1ef1c h\u00e0nh l\u1eafng nghe t\u00edch c\u1ef1c: H\u00e3y l\u1eafng nghe ch\u00e2n th\u00e0nh v\u00e0 t\u1eadp trung v\u00e0o kh\u00e1ch h\u00e0ng khi h\u1ecd chia s\u1ebb th\u00f4ng tin. Th\u1ec3 hi\u1ec7n s\u1ef1 quan t\u00e2m v\u00e0 s\u1eb5n s\u00e0ng hi\u1ec3u r\u00f5 h\u01a1n v\u1ec1 nh\u1eefng g\u00ec h\u1ecd \u0111ang n\u00f3i, tr\u00e1nh g\u00e2y gi\u00e1n \u0111o\u1ea1n ho\u1eb7c ng\u1eaft l\u1eddi kh\u00e1ch h\u00e0ng..<\/p>\n<\/li>\n

            • \n

              Ch\u00fa \u00fd \u0111\u1ebfn ng\u00f4n ng\u1eef c\u01a1 th\u1ec3: Ng\u00f4n ng\u1eef c\u01a1 th\u1ec3 c\u1ee7a kh\u00e1ch h\u00e0ng c\u0169ng ch\u1ee9a \u0111\u1ef1ng nhi\u1ec1u th\u00f4ng tin quan tr\u1ecdng. H\u00e3y ch\u00fa \u00fd \u0111\u1ebfn bi\u1ec3u hi\u1ec7n khu\u00f4n m\u1eb7t, c\u1eed ch\u1ec9, v\u00e0 c\u00e1ch di chuy\u1ec3n c\u1ee7a h\u1ecd.<\/p>\n<\/li>\n<\/ul>\n

              B\u01b0\u1edbc 4. Thu th\u1eadp \u00fd ki\u1ebfn kh\u00e1ch h\u00e0ng<\/span><\/strong><\/h3>\n

              C\u00f3 nhi\u1ec1u ph\u01b0\u01a1ng ph\u00e1p kh\u00e1c nhau \u0111\u1ec3 thu th\u1eadp \u00fd ki\u1ebfn kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau, nh\u01b0 cu\u1ed9c kh\u1ea3o s\u00e1t tr\u1ef1c tuy\u1ebfn, ph\u1ecfng v\u1ea5n c\u00e1 nh\u00e2n, nh\u00f3m th\u1ea3o lu\u1eadn, t\u01b0\u01a1ng t\u00e1c tr\u1ef1c ti\u1ebfp qua \u0111i\u1ec7n tho\u1ea1i ho\u1eb7c email, ho\u1eb7c s\u1eed d\u1ee5ng c\u00e1c c\u00f4ng c\u1ee5 ph\u00e2n t\u00edch d\u1eef li\u1ec7u x\u00e3 h\u1ed9i. Ch\u1ecdn ph\u01b0\u01a1ng ph\u00e1p ph\u00f9 h\u1ee3p v\u1edbi m\u1ee5c ti\u00eau v\u00e0 t\u00e0i nguy\u00ean c\u1ee7a doanh nghi\u1ec7p.<\/p>\n

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              • \n

                Thi\u1ebft k\u1ebf c\u00e2u h\u1ecfi ho\u1eb7c n\u1ed9i dung thu th\u1eadp \u00fd ki\u1ebfn<\/strong>: X\u00e1c \u0111\u1ecbnh c\u00e1c c\u00e2u h\u1ecfi ho\u1eb7c n\u1ed9i dung c\u1ea7n thu th\u1eadp t\u1eeb kh\u00e1ch h\u00e0ng. \u0110\u1ea3m b\u1ea3o r\u1eb1ng c\u00e1c c\u00e2u h\u1ecfi r\u00f5 r\u00e0ng, cung c\u1ea5p th\u00f4ng tin c\u1ea7n thi\u1ebft v\u00e0 kh\u00f4ng g\u00e2y hi\u1ec3u l\u1ea7m. Doanh nghi\u1ec7p c\u00f3 th\u1ec3 s\u1eed d\u1ee5ng c\u00e2u h\u1ecfi \u0111\u01a1n l\u1ebb, c\u00e2u h\u1ecfi \u0111a l\u1ef1a ch\u1ecdn, hay y\u00eau c\u1ea7u kh\u00e1ch h\u00e0ng chia s\u1ebb \u00fd ki\u1ebfn c\u00e1 nh\u00e2n.<\/p>\n<\/li>\n

              • \n

                L\u1ef1a ch\u1ecdn \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng:<\/strong><\/span> C\u00f3 th\u1ec3 l\u00e0 kh\u00e1ch h\u00e0ng hi\u1ec7n t\u1ea1i, kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng ho\u1eb7c ng\u01b0\u1eddi d\u00f9ng c\u00f3 kinh nghi\u1ec7m v\u1edbi s\u1ea3n ph\u1ea9m\/c d\u1ecbch v\u1ee5 t\u01b0\u01a1ng t\u1ef1.<\/p>\n<\/li>\n

              • \n

                Tri\u1ec3n khai ph\u01b0\u01a1ng ph\u00e1p thu th\u1eadp \u00fd ki\u1ebfn<\/strong><\/span>: \u00c1p d\u1ee5ng ph\u01b0\u01a1ng ph\u00e1p \u0111\u00e3 ch\u1ecdn \u0111\u1ec3 thu th\u1eadp \u00fd ki\u1ebfn t\u1eeb kh\u00e1ch h\u00e0ng. \u0110\u1ea3m b\u1ea3o s\u1ef1 t\u1ed5 ch\u1ee9c v\u00e0 thu\u1eadn ti\u1ec7n \u0111\u1ec3 kh\u00e1ch h\u00e0ng c\u00f3 th\u1ec3 d\u1ec5 d\u00e0ng tham gia, chia s\u1ebb \u00fd ki\u1ebfn c\u1ee7a m\u00ecnh.<\/p>\n<\/li>\n

              • \n

                Ph\u00e2n t\u00edch v\u00e0 \u0111\u00e1nh gi\u00e1 \u00fd ki\u1ebfn<\/strong><\/span>: Sau khi thu th\u1eadp \u00fd ki\u1ebfn, ti\u1ebfn h\u00e0nh ph\u00e2n t\u00edch v\u00e0 \u0111\u00e1nh gi\u00e1 c\u00e1c th\u00f4ng tin thu th\u1eadp \u0111\u01b0\u1ee3c. S\u1eed d\u1ee5ng c\u00e1c ph\u01b0\u01a1ng ph\u00e1p ph\u00e2n t\u00edch d\u1eef li\u1ec7u nh\u01b0 ph\u00e2n t\u00edch n\u1ed9i dung, ph\u00e2n t\u00edch th\u1ed1ng k\u00ea ho\u1eb7c ph\u00e2n t\u00edch ng\u1eef c\u1ea3nh \u0111\u1ec3 hi\u1ec3u v\u00e0 r\u00fat ra nh\u1eefng th\u00f4ng tin quan tr\u1ecdng t\u1eeb \u00fd ki\u1ebfn kh\u00e1ch h\u00e0ng.<\/p>\n<\/li>\n<\/ul>\n

                B\u01b0\u1edbc 5. Kh\u1ea3o s\u00e1t<\/span><\/strong><\/h3>\n

                \u0110\u1ec3 hi\u1ec3u \u0111\u01b0\u1ee3c \u0111\u1ed9ng c\u01a1 v\u00e0 m\u1ed1i quan t\u00e2m c\u1ee7a kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau, c\u00f3 m\u1ed9t s\u1ed1 ph\u01b0\u01a1ng ph\u00e1p \u0111\u1ecbnh t\u00ednh \u0111\u1ec3 n\u00f3i chuy\u1ec7n v\u00e0 thu th\u1eadp \u00fd ki\u1ebfn t\u1eeb hi\u1ec7n tr\u01b0\u1eddng. Tuy nhi\u00ean, \u0111\u1ec3 ki\u1ec3m tra v\u00e0 ch\u1ee9ng minh nh\u1eefng gi\u1ea3 thuy\u1ebft n\u00e0y, vi\u1ec7c ti\u1ebfn h\u00e0nh c\u00e1c cu\u1ed9c kh\u1ea3o s\u00e1t kh\u00e1ch h\u00e0ng l\u00e0 kh\u00f4ng th\u1ec3 thi\u1ebfu. Trong b\u01b0\u1edbc kh\u1ea3o s\u00e1t, doanh nghi\u1ec7p c\u00f3 th\u1ec3 c\u00e2n nh\u1eafc s\u1eed d\u1ee5ng m\u1ed9t s\u1ed1 ph\u01b0\u01a1ng th\u1ee9c nh\u01b0:<\/p>\n

                  \n
                • \n

                  Kh\u1ea3o s\u00e1t trong \u1ee9ng d\u1ee5ng: S\u1eed d\u1ee5ng c\u00e1c \u1ee9ng d\u1ee5ng di \u0111\u1ed9ng ho\u1eb7c web \u0111\u1ec3 t\u1ea1o v\u00e0 th\u1ef1c hi\u1ec7n cu\u1ed9c kh\u1ea3o s\u00e1t tr\u1ef1c tuy\u1ebfn. Kh\u00e1ch h\u00e0ng c\u00f3 th\u1ec3 d\u1ec5 d\u00e0ng truy c\u1eadp v\u00e0 tham gia v\u00e0o qu\u00e1 tr\u00ecnh kh\u1ea3o s\u00e1t.<\/p>\n<\/li>\n

                • \n

                  Cu\u1ed9c kh\u1ea3o s\u00e1t sau d\u1ecbch v\u1ee5: Sau khi kh\u00e1ch h\u00e0ng s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m\/ d\u1ecbch v\u1ee5, g\u1eedi cho h\u1ecd m\u1ed9t cu\u1ed9c kh\u1ea3o s\u00e1t \u0111\u1ec3 thu th\u1eadp ph\u1ea3n h\u1ed3i v\u1ec1 tr\u1ea3i nghi\u1ec7m c\u1ee7a h\u1ecd. Gi\u00fap doanh nghi\u1ec7p hi\u1ec3u r\u00f5 h\u01a1n v\u1ec1 nh\u1eefng \u0111i\u1ec3m m\u1ea1nh v\u00e0 y\u1ebfu c\u1ee7a s\u1ea3n ph\u1ea9m\/ d\u1ecbch v\u1ee5 c\u1ee7a m\u00ecnh.<\/p>\n<\/li>\n

                • \n

                  Cu\u1ed9c kh\u1ea3o s\u00e1t qua email: Th\u01b0\u1eddng \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng khi mu\u1ed1n thu th\u1eadp th\u00f4ng tin t\u1eeb m\u1ed9t s\u1ed1 l\u01b0\u1ee3ng l\u1edbn kh\u00e1ch h\u00e0ng m\u1ed9t c\u00e1ch ti\u1ec7n l\u1ee3i v\u00e0 ti\u1ebft ki\u1ec7m th\u1eddi gian.<\/p>\n<\/li>\n

                • \n

                  Ph\u00e2n t\u00edch k\u1ebft h\u1ee3p: K\u1ef9 thu\u1eadt n\u00e0y d\u1ef1a tr\u00ean vi\u1ec7c y\u00eau c\u1ea7u kh\u00e1ch h\u00e0ng \u0111\u00e1nh gi\u00e1 gi\u00e1 tr\u1ecb c\u1ee7a t\u1eebng t\u00ednh n\u0103ng c\u1ee7a s\u1ea3n ph\u1ea9m\/ d\u1ecbch v\u1ee5 th\u00f4ng qua c\u00e1c c\u00e2u h\u1ecfi gi\u1ea3 \u0111\u1ecbnh.<\/p>\n<\/li>\n<\/ul>\n

                  B\u01b0\u1edbc 6. T\u1ea1o c\u00e1 t\u00ednh kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau<\/span><\/strong><\/h3>\n

                  D\u1ef1a tr\u00ean th\u00f4ng tin thu th\u1eadp \u0111\u01b0\u1ee3c v\u00e0 y\u1ebfu t\u1ed1 quy\u1ebft \u0111\u1ecbnh, c\u1ea7n x\u00e1c \u0111\u1ecbnh c\u00e1c \u0111\u1eb7c \u0111i\u1ec3m v\u00e0 l\u1ee3i \u00edch m\u00e0 s\u1ea3n ph\u1ea9m\/ d\u1ecbch v\u1ee5 doanh nghi\u1ec7p cung c\u1ea5p ph\u00f9 h\u1ee3p v\u1edbi kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau. T\u1eeb \u0111\u00f3 t\u1ea1o ra th\u00f4ng \u0111i\u1ec7p, cung c\u1ea5p gi\u00e1 tr\u1ecb ph\u00f9 h\u1ee3p \u0111\u1ec3 thu h\u00fat v\u00e0 gi\u1eef ch\u00e2n kh\u00e1ch h\u00e0ng.<\/p>\n

                  Cu\u1ed1i c\u00f9ng, doanh nghi\u1ec7p c\u1ea7n t\u1ea1o ra m\u1ed9t h\u1ed3 s\u01a1 chi ti\u1ebft v\u1ec1 kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau d\u1ef1a tr\u00ean c\u00e1c th\u00f4ng tin v\u00e0 ph\u00e2n t\u00edch \u0111\u00e3 thu th\u1eadp. H\u1ed3 s\u01a1 n\u00e0y n\u00ean bao g\u1ed3m th\u00f4ng tin v\u1ec1 \u0111\u1eb7c \u0111i\u1ec3m, h\u00e0nh vi, s\u1edf th\u00edch, nhu c\u1ea7u, k\u1ef3 v\u1ecdng,… c\u1ee7a kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau. H\u1ed3 s\u01a1 n\u00e0y s\u1ebd gi\u00fap doanh nghi\u1ec7p \u0111\u1ecbnh h\u00ecnh chi\u1ebfn l\u01b0\u1ee3c v\u00e0 ph\u00e1t tri\u1ec3n c\u00e1c ho\u1ea1t \u0111\u1ed9ng Marketing m\u1ee5c ti\u00eau \u0111\u00fang \u0111\u1ed1i t\u01b0\u1ee3ng.<\/p>\n

                  B\u01b0\u1edbc 7. X\u00e2y d\u1ef1ng customer journey map<\/span><\/strong><\/h3>\n

                  Customer journey map (CJM) l\u00e0 m\u1ed9t s\u01a1 \u0111\u1ed3 tr\u1ef1c quan m\u00f4 t\u1ea3 c\u00e1c giai \u0111o\u1ea1n m\u00e0 kh\u00e1ch h\u00e0ng tr\u1ea3i qua, t\u1eeb khi h\u1ecd nh\u1eadn th\u1ee9c v\u1ec1 doanh nghi\u1ec7p cho \u0111\u1ebfn khi h\u1ecd mua h\u00e0ng v\u00e0 tr\u1edf th\u00e0nh kh\u00e1ch h\u00e0ng trung th\u00e0nh.<\/p>\n

                  S\u01a1 \u0111\u1ed3 h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng cung c\u1ea5p m\u1ed9t c\u00e1i nh\u00ecn t\u1ed5ng quan v\u1ec1 tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng, bao g\u1ed3m c\u00e1c t\u01b0\u01a1ng t\u00e1c, c\u1ea3m x\u00fac v\u00e0 \u0111i\u1ec3m ti\u1ebfp x\u00fac kh\u00e1c nhau trong qu\u00e1 tr\u00ecnh mua h\u00e0ng ho\u1eb7c s\u1eed d\u1ee5ng d\u1ecbch v\u1ee5. N\u00f3 gi\u00fap doanh nghi\u1ec7p hi\u1ec3u r\u00f5 h\u01a1n v\u1ec1 h\u00e0nh vi, nhu c\u1ea7u v\u00e0 mong \u0111\u1ee3i c\u1ee7a kh\u00e1ch h\u00e0ng trong m\u1ed7i giai \u0111o\u1ea1n c\u1ee7a qu\u00e1 tr\u00ecnh n\u00e0y.<\/p>\n

                  \n

                  M\u1ed9t nh\u01b0\u1ee3c \u0111i\u1ec3m c\u1ee7a kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau l\u00e0 c\u00e1c doanh nghi\u1ec7p c\u00f3 th\u1ec3 t\u1eadp trung qu\u00e1 h\u1eb9p v\u00e0o \u0111\u1ed1i t\u01b0\u1ee3ng m\u1ee5c ti\u00eau \u0111\u00e3 x\u00e1c \u0111\u1ecbnh \u0111\u1ebfn m\u1ee9c h\u1ecd b\u1ecf qua nh\u1eefng ng\u01b0\u1eddi ti\u00eau d\u00f9ng ti\u1ec1m n\u0103ng kh\u00e1c. Ngay c\u1ea3 \u0111\u1ed1i t\u01b0\u1ee3ng m\u1ee5c ti\u00eau \u0111\u01b0\u1ee3c nghi\u00ean c\u1ee9u k\u1ef9 l\u01b0\u1ee1ng c\u0169ng c\u00f3 th\u1ec3 lo\u1ea1i tr\u1eeb nh\u1ea7m nh\u1eefng ng\u01b0\u1eddi quan t\u00e2m \u0111\u1ebfn s\u1ea3n ph\u1ea9m\/ d\u1ecbch v\u1ee5. V\u00ec v\u1eady, \u0111i\u1ec1u quan tr\u1ecdng l\u00e0 ph\u1ea3i s\u1eed d\u1ee5ng kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau l\u00e0m c\u01a1 s\u1edf ch\u1ee9 kh\u00f4ng ph\u1ea3i l\u00e0 m\u1ee5c ti\u00eau cu\u1ed1i c\u00f9ng. Khi vi\u1ec7c cung c\u1ea5p s\u1ea3n ph\u1ea9m\/ d\u1ecbch v\u1ee5 c\u1ee7a b\u1ea1n b\u1eaft \u0111\u1ea7u m\u1edf r\u1ed9ng, doanh nghi\u1ec7p c\u1ea7n ph\u1ea3i li\u00ean t\u1ee5c \u0111\u00e1nh gi\u00e1 l\u1ea1i \u0111\u1ed1i t\u01b0\u1ee3ng m\u1ee5c ti\u00eau c\u1ee7a m\u00ecnh.<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

                  Qu\u00e1 tr\u00ecnh mua h\u00e0ng n\u1eb1m trong tay kh\u00e1ch h\u00e0ng v\u00e0 c\u00e1c Marketer ph\u1ea3i t\u1ea1o ra tr\u1ea3i nghi\u1ec7m c\u00f3 m\u1ee5c ti\u00eau, c\u00e1 nh\u00e2n h\u00f3a cho m\u1ecdi ng\u01b0\u1eddi n\u1ebfu h\u1ecd mu\u1ed1n tr\u1edf th\u00e0nh ng\u01b0\u1eddi thu h\u00fat s\u1ef1 ch\u00fa \u00fd gi\u1eefa bi\u1ec3n th\u01b0\u01a1ng hi\u1ec7u v\u00e0 c\u00e1c nh\u00e0 qu\u1ea3ng c\u00e1o. Khi c\u00e1c nh\u00e0 ti\u1ebfp th\u1ecb hi\u1ec3u bi\u1ebft to\u00e0n di\u1ec7n v\u1ec1 ng\u01b0\u1eddi mua l\u00fd t\u01b0\u1edfng c\u1ee7a m\u00ecnh, h\u1ecd c\u00f3 th\u1ec3 \u0111\u01b0a ra quy\u1ebft \u0111\u1ecbnh s\u00e1ng su\u1ed1t h\u01a1n v\u1ec1 ph\u01b0\u01a1ng ti\u1ec7n truy\u1ec1n th\u00f4ng, th\u00f4ng \u0111i\u1ec7p v\u00e0 th\u1eddi \u0111i\u1ec3m. Ch\u00ednh v\u00ec v\u1eady, vi\u1ec7c x\u00e1c \u0111\u1ecbnh kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau l\u00e0 r\u1ea5t quan tr\u1ecdng \u0111\u1ed1i v\u1edbi m\u1ecdi doanh nghi\u1ec7p thu\u1ed9c m\u1ecdi quy m\u00f4.<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[191],"tags":[],"_links":{"self":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/23175"}],"collection":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/comments?post=23175"}],"version-history":[{"count":0,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/23175\/revisions"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=23175"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=23175"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=23175"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}