{"id":25555,"date":"2023-12-07T01:37:24","date_gmt":"2023-12-07T01:37:24","guid":{"rendered":"https:\/\/masterskills.org\/blog\/thich-ung-san-pham-product-adaptation-la-gi-li-do-phai-thich-ung-san-pham.html"},"modified":"2023-12-22T10:38:23","modified_gmt":"2023-12-22T03:38:23","slug":"thich-ung-san-pham-product-adaptation-la-gi-li-do-phai-thich-ung-san-pham","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/thich-ung-san-pham-product-adaptation-la-gi-li-do-phai-thich-ung-san-pham.html","title":{"rendered":"Th\u00edch \u1ee9ng s\u1ea3n ph\u1ea9m (Product Adaptation) l\u00e0 g\u00ec? L\u00ed do ph\u1ea3i th\u00edch \u1ee9ng s\u1ea3n ph\u1ea9m"},"content":{"rendered":"
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H\u00ecnh minh h\u1ecda (Ngu\u1ed3n: Snapseed.exe)<\/p>\n<\/div>\n<\/div>\n

Th\u00edch \u1ee9ng s\u1ea3n ph\u1ea9m<\/font><\/h2>\n

Kh\u00e1i ni\u1ec7m<\/b><\/p>\n

Th\u00edch \u1ee9ng s\u1ea3n ph\u1ea9m<\/b> trong ti\u1ebfng Anh l\u00e0 Product Adaptation<\/b>. <\/p>\n

Th\u00edch \u1ee9ng s\u1ea3n ph\u1ea9m <\/b>l\u00e0 chi\u1ebfn l\u01b0\u1ee3c c\u01a1 b\u1ea3n trong marketing qu\u1ed1c t\u1ebf.<\/p>\n

Theo V.H.Kirpalani, th\u00edch \u1ee9ng s\u1ea3n ph\u1ea9m <\/b>\u0111\u1ec3 ph\u00f9 h\u1ee3p v\u00e0 tho\u1ea3 m\u00e3n m\u1ecdi nhu c\u1ea7u th\u1ecb tr\u01b0\u1eddng l\u00e0 chi\u1ebfn l\u01b0\u1ee3c, \u01b0u ti\u00ean v\u00e0 bao tr\u00f9m cho b\u1ea5t k\u00ec giai \u0111o\u1ea1n n\u00e0o, \u1edf b\u1ea5t k\u00ec th\u1ecb tr\u01b0\u1eddng n\u01b0\u1edbc ngo\u00e0i n\u00e0o, b\u1ea5t k\u00ec c\u00f4ng ty l\u1edbn nh\u1ecf n\u00e0o v\u00e0 b\u1ea5t k\u00ec chi\u1ebfn l\u01b0\u1ee3c li\u00ean k\u1ebft s\u1ea3n ph\u1ea9m \u2013 th\u1ecb tr\u01b0\u1eddng n\u00e0o. C\u1ee5 th\u1ec3 h\u01a1n, th\u00edch \u1ee9ng lu\u00f4n lu\u00f4n l\u00e0 c\u01a1 s\u1edf t\u1ed3n t\u1ea1i v\u00e0 ph\u00e1t tri\u1ec3n cho nhi\u1ec1u lo\u1ea1i c\u00f4ng ty nh\u01b0:<\/p>\n

– C\u00e1c c\u00f4ng ty nh\u1ecf<\/b><\/i>, b\u01b0\u1edbc \u0111\u1ea7u \u0111i theo \u0111\u1ecbnh h\u01b0\u1edbng m\u1edf r\u1ed9ng th\u1ecb tr\u01b0\u1eddng n\u1ed9i \u0111\u1ecba ra m\u1ed9t v\u00e0i th\u1ecb tr\u01b0\u1eddng n\u01b0\u1edbc ngo\u00e0i l\u00e2n c\u1eadn, th\u01b0\u1eddng b\u00e1n s\u1ea3n ph\u1ea9m n\u1ed9i \u0111\u1ecba c\u00f3 th\u1ec3 s\u1eeda ch\u1eefa kh\u00f4ng nhi\u1ec1u n\u00ean hi\u1ec7u qu\u1ea3 th\u1ea5p.<\/p>\n

– C\u00e1c c\u00f4ng ty qu\u1ed1c t\u1ebf l\u1edbn<\/i><\/b> th\u01b0\u1eddng ch\u1ee7 tr\u01b0\u01a1ng \u0111\u1ecbnh h\u01b0\u1edbng th\u1ecb tr\u01b0\u1eddng \u0111a qu\u1ed1c gia theo khu v\u1ef1c hay ch\u00e2u l\u1ee5c, th\u1ef1c hi\u1ec7n chi\u1ebfn l\u01b0\u1ee3c \u0111a d\u1ea1ng ho\u00e1 s\u1ea3n ph\u1ea9m \u0111\u1ec3 \u0111\u00e1p \u1ee9ng nhu c\u1ea7u \u0111a d\u1ea1ng c\u1ee7a t\u1eebng th\u1ecb tr\u01b0\u1eddng n\u01b0\u1edbc ngo\u00e0i.<\/p>\n

– C\u00e1c c\u00f4ng ty xuy\u00ean qu\u1ed1c gia<\/b><\/i> h\u00e0ng \u0111\u1ea7u l\u1ea1i \u0111i theo \u0111\u1ecbnh h\u01b0\u1edbng th\u1ecb tr\u01b0\u1eddng to\u00e0n c\u1ea7u, th\u1ef1c hi\u1ec7n chi\u1ebfn l\u01b0\u1ee3c s\u1ea3n ph\u1ea9m to\u00e0n c\u1ea7u, th\u01b0\u1eddng \u0111em l\u1ea1i hi\u1ec7u qu\u1ea3 cao h\u01a1n.<\/p>\n

Th\u00edch \u1ee9ng s\u1ea3n ph\u1ea9m c\u00f2n l\u00e0 c\u01a1 s\u1edf cho c\u00e1c chi\u1ebfn l\u01b0\u1ee3c ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m\u00a0nh\u01b0 b\u1eaft tr\u01b0\u1edbc s\u1ea3n ph\u1ea9m c\u1ee7a \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh, c\u1ea3i ti\u1ebfn s\u1ea3n ph\u1ea9m hi\u1ec7n h\u1eefu c\u1ee7a doanh nghi\u1ec7p v\u00e0 s\u00e1ng ch\u1ebf s\u1ea3n ph\u1ea9m ho\u00e0n to\u00e0n m\u1edbi. Trong s\u1ed1 n\u00e0y, chi\u1ebfn l\u01b0\u1ee3c th\u1ee9 ba th\u01b0\u1eddng c\u00f3 kh\u1ea3 n\u0103ng th\u00edch \u1ee9ng t\u1ed1t nh\u1ea5t, \u0111em l\u1ea1i hi\u1ec7u qu\u1ea3 cao nh\u1ea5t nh\u01b0ng c\u0169ng ph\u1ee9c t\u1ea1p nh\u1ea5t.<\/p>\n

L\u00ed do ph\u1ea3i th\u00edch \u1ee9ng s\u1ea3n ph\u1ea9m<\/font><\/h3>\n

V\u1ec1 vi\u1ec7c th\u00edch \u1ee9ng s\u1ea3n ph\u1ea9m, c\u00f3 th\u1ec3 k\u1ec3 \u0111\u1ebfn nh\u1eefng l\u00ed do sau:<\/p>\n

– Nhu c\u1ea7u th\u1ecb tr\u01b0\u1eddng:<\/b> Theo \u00fd ki\u1ebfn c\u1ee7a nh\u1eefng nh\u00e0 qu\u1ea3n l\u00ed th\u00e0nh \u0111\u1ea1t, b\u00e0i to\u00e1n kinh doanh hay l\u00e0 ph\u1ea3i tho\u1ea3 m\u00e3n t\u1ed1t nh\u1ea5t m\u1ecdi nhu c\u1ea7u th\u1ef1c t\u1ebf c\u1ee7a th\u1ecb tr\u01b0\u1eddng. N\u00f3i \u0111\u1ea7y \u0111\u1ee7 h\u01a1n, nhu c\u1ea7u \u1edf \u0111\u00e2y l\u00e0 m\u1ed9t t\u1eadp h\u1ee3p c\u00e1c nhu c\u1ea7u mong mu\u1ed1n, t\u00e2m l\u00ed th\u1ecb hi\u1ebfu, t\u1eadp t\u00ednh v\u00e0 \u0111\u1ed9ng c\u01a1, k\u1ec3 c\u1ea3 t\u1eadp qu\u00e1n v\u00e0 th\u00f3i quen mua s\u1eafm ho\u1eb7c ti\u00eau d\u00f9ng.\u00a0<\/p>\n

\u0110\u00f3 l\u00e0 l\u00ed do c\u01a1 b\u1ea3n bu\u1ed9c s\u1ea3n ph\u1ea9m ph\u1ea3i \u0111\u01b0\u1ee3c \u0111i\u1ec1u ch\u1ec9nh \u0111\u1ec3 th\u00edch \u1ee9ng. Tr\u00ean th\u1ef1c t\u1ebf, nhu c\u1ea7u th\u1ecb tr\u01b0\u1eddng th\u01b0\u1eddng xuy\u00ean thay \u0111\u1ed5i v\u00e0 ph\u00e1t tri\u1ec3n t\u1eeb th\u1ea5p \u0111\u1ebfn cao, t\u1eeb \u0111\u01a1n gi\u1ea3n \u0111\u1ebfn ph\u1ee9c t\u1ea1p, t\u1eeb thu h\u1eb9p \u0111\u1ebfn m\u1edf r\u1ed9ng.\u00a0<\/p>\n

Nh\u01b0 v\u1eady, b\u1ea3n th\u00e2n nhu c\u1ea7u thay \u0111\u1ed5i lu\u00f4n lu\u00f4n chi ph\u1ed1i tr\u1ef1c ti\u1ebfp c\u00e1c \u0111\u1eb7c \u0111i\u1ec3m s\u1ea3n ph\u1ea9m. V\u00ec th\u1ecb tr\u01b0\u1eddng th\u01b0\u1eddng xuy\u00ean thay \u0111\u1ed5i cho n\u00ean s\u1ea3n ph\u1ea9m c\u0169ng ph\u1ea3i th\u01b0\u1eddng xuy\u00ean \u0111\u1ed5i m\u1edbi \u0111\u1ec3 th\u00edch \u1ee9ng. Nhu c\u1ea7u l\u00e0 ti\u00eau \u0111i\u1ec3m, nh\u01b0ng l\u00e0 ti\u00eau \u0111i\u1ec3m \u0111\u1ed9ng m\u00e0 s\u1ea3n ph\u1ea9m c\u1ee7a m\u1ecdi c\u00f4ng ty \u0111\u1ec1u ph\u1ea3i k\u1ecbp th\u1eddi \u0111i\u1ec1u ch\u1ec9nh \u0111\u1ec3 h\u01b0\u1edbng t\u1edbi ti\u00eau \u0111i\u1ec3m \u0111\u00f3.<\/p>\n

– Tr\u00ecnh \u0111\u1ed9 ph\u00e1t tri\u1ec3n kinh t\u1ebf: <\/b>X\u00e9t m\u1ed9t c\u00e1ch logic, tr\u00ecnh \u0111\u1ed9 ph\u00e1t tri\u1ec3n kinh t\u1ebf g\u1eafn li\u1ec1n v\u1edbi m\u1ee9c s\u1ed1ng v\u00e0 thu nh\u1eadp c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng, do \u0111\u00f3 chi ph\u1ed1i tr\u1ef1c ti\u1ebfp nhu c\u1ea7u mong mu\u1ed1n c\u1ee7a th\u1ecb tr\u01b0\u1eddng. \u0110\u00e3 c\u00f3 r\u1ea5t nhi\u1ec1u v\u00ed d\u1ee5 th\u1ef1c ti\u1ec5n cho th\u1ea5y, nhu c\u1ea7u c\u1ee7a th\u1ecb tr\u01b0\u1eddng c\u00e1c n\u01b0\u1edbc ph\u00e1t tri\u1ec3n lu\u00f4n lu\u00f4n \u0111\u00f2i h\u1ecfi r\u1ea5t cao so v\u1edbi c\u00e1c n\u01b0\u1edbc \u0111ang ph\u00e1t tri\u1ec3n.\u00a0<\/p>\n

M\u1ee9c s\u1ed1ng cao kh\u00f4ng ch\u1ec9 \u0111\u00f2i h\u1ecfi thu\u1ea7n tu\u00fd v\u1ec1 ch\u1ee7ng lo\u1ea1i s\u1ea3n ph\u1ea9m hay ph\u1ea9m c\u1ea5p (nh\u01b0 g\u1ea1o th\u01a1m \u0111\u1eb7c s\u1ea3n hay g\u1ea1o 100% h\u1ea1t d\u00e0i) m\u00e0 c\u00f2n y\u00eau c\u1ea7u nghi\u00eam ng\u1eb7t v\u1ec1 m\u00f4i tr\u01b0\u1eddng sinh th\u00e1i v\u00e0 v\u1ec7 sinh y t\u1ebf (nh\u01b0 l\u00faa g\u1ea1o ph\u1ea3i \u0111\u01b0\u1ee3c ch\u0103m b\u00f3n ch\u1ee7 y\u1ebfu b\u1eb1ng ph\u00e2n vi sinh ch\u1ee9 kh\u00f4ng ph\u1ea3i b\u1eb1ng ph\u00e2n ho\u00e1 h\u1ecdc, kh\u00f4ng \u0111\u01b0\u1ee3c v\u01b0\u1ee3t qu\u00e1 t\u1ec9 l\u1ec7 d\u01b0 l\u01b0\u1ee3ng kh\u00e1ng sinh cho ph\u00e9p t\u1eeb thu\u1ed1c tr\u1eeb s\u00e2u hay c\u1ee7a c\u00e1c lo\u1ea1i thu\u1ed1c b\u1ea3o v\u1ec7 th\u1ef1c v\u1eadt kh\u00e1c).<\/p>\n

– Tr\u00ecnh \u0111\u1ed9 ph\u00e1t tri\u1ec3n c\u00f4ng ngh\u1ec7:<\/b> M\u1ed7i b\u01b0\u1edbc ph\u00e1t tri\u1ec3n c\u00f4ng ngh\u1ec7 \u0111\u1ec1u l\u00e0m cho s\u1ea3n ph\u1ea9m b\u1ecb l\u1ea1c h\u1eadu nhanh ch\u00f3ng, b\u1edfi l\u1ebd tr\u01b0\u1edbc khi hao m\u00f2n v\u1ec1 v\u1eadt ch\u1ea5t, s\u1ea3n ph\u1ea9m (nh\u1ea5t l\u00e0 m\u00e1y m\u00f3c thi\u1ebft b\u1ecb) \u0111\u00e3 b\u1ecb hao m\u00f2n t\u1ee9c th\u1eddi v\u1ec1 m\u1eb7t tinh th\u1ea7n.\u00a0<\/p>\n

Trong khi \u0111\u00f3, s\u1ef1 ph\u00e1t tri\u1ec3n c\u1ee7a c\u00e1ch m\u1ea1ng khoa h\u1ecdc – c\u00f4ng ngh\u1ec7, trong \u0111i\u1ec1u ki\u1ec7n c\u1ea1nh tranh cao c\u1ee7a n\u1ec1n kinh t\u1ebf tri th\u1ee9c, v\u1eabn th\u01b0\u1eddng di\u1ec5n ra nh\u01b0 v\u0169 b\u00e3o. C\u00f3 nh\u1eefng ph\u00e1t minh c\u00f4ng ngh\u1ec7 v\u1eeba m\u1edbi \u0111\u01b0\u1ee3c khai sinh trong ph\u00f2ng th\u00ed nghi\u1ec7m th\u00ec \u0111\u00e3 b\u1ecb khai t\u1eed c\u0169ng t\u1ea1i \u0111\u00f3, v\u00ec n\u00f3 ch\u01b0a k\u1ecbp \u0111em \u1ee9ng d\u1ee5ng v\u00e0o th\u1ef1c t\u1ebf th\u00ec \u0111\u00e3 b\u1ecb c\u00f4ng ngh\u1ec7 ph\u00e1t minh sau ph\u1ee7 nh\u1eadn b\u1edfi t\u00ednh \u01b0u vi\u1ec7t v\u01b0\u1ee3t tr\u1ed9i h\u01a1n.\u00a0<\/p>\n

\u0110i\u1ec1u \u0111\u00f3 ph\u1ea3n \u00e1nh kh\u00e1 sinh \u0111\u1ed9ng trong c\u00f4ng ngh\u1ec7 tin h\u1ecdc hi\u1ec7n nay: nhi\u1ec1u s\u1ea3n ph\u1ea9m ph\u1ea7n m\u1ec1m m\u00e1y vi t\u00ednh li\u00ean t\u1ee5c b\u1ecb l\u1ed7i th\u1eddi nhanh ch\u00f3ng v\u1edbi v\u00f2ng \u0111\u1eddi kh\u00f4ng qu\u00e1 1 n\u0103m, th\u1eadm ch\u00ed c\u00f2n r\u00fat ng\u1eafn h\u01a1n n\u1eefa. Trong con l\u1ed1c c\u1ee7a nh\u1eefng ph\u00e1t minh c\u00f4ng ngh\u1ec7 nh\u01b0 th\u1ebf, s\u1ea3n ph\u1ea9m bu\u1ed9c ph\u1ea3i thay \u0111\u1ed5i nhanh \u0111\u1ec3 th\u00edch \u1ee9ng k\u1ecbp v\u1edbi \u0111\u00f2i h\u1ecfi c\u1ee7a th\u1ecb tr\u01b0\u1eddng.<\/p>\n

– Ch\u00ednh s\u00e1ch c\u1ee7a ch\u00ednh ph\u1ee7:<\/b> V\u1edbi v\u1ecb tr\u00ed v\u00e0 quy\u1ec1n h\u1ea1n c\u1ee7a m\u00ecnh, ch\u00ednh ph\u1ee7 c\u1ee7a c\u00e1c n\u01b0\u1edbc ng\u00e0y c\u00e0ng can thi\u1ec7p m\u1ea1nh m\u1ebd v\u00e0o c\u00e1c ho\u1ea1t \u0111\u1ed9ng kinh t\u1ebf – th\u01b0\u01a1ng m\u1ea1i trong xu th\u1ebf to\u00e0n c\u1ea7u ho\u00e1. S\u1ef1 can thi\u1ec7p \u0111\u00f3 \u0111\u01b0\u1ee3c th\u1ec3 hi\u1ec7n b\u1eb1ng c\u00e1c qui \u0111\u1ecbnh c\u1ee7a ch\u00ednh ph\u1ee7 th\u00f4ng qua c\u00e1c chi\u1ebfn l\u01b0\u1ee3c kinh t\u1ebf v\u0129 m\u00f4.\u00a0<\/p>\n

Chung quy l\u1ea1i, c\u00e1c qui \u0111\u1ecbnh c\u00f3 th\u1ec3 l\u00e0 th\u00f4ng tho\u00e1ng ho\u1eb7c c\u1ea5m \u0111o\u00e1n theo nh\u1eefng xu h\u01b0\u1edbng v\u00e0 m\u1ee9c \u0111\u1ed9 r\u1ea5t kh\u00e1c nhau. C\u00e1c qui \u0111\u1ecbnh kh\u00e1c nhau c\u1ee7a ch\u00ednh ph\u1ee7 c\u00e1c n\u01b0\u1edbc th\u01b0\u1eddng r\u1ea5t phong ph\u00fa. Ch\u00ednh v\u00ec v\u1eady, s\u1ea3n ph\u1ea9m c\u1ee7a doanh nghi\u1ec7p qu\u1ed1c t\u1ebf kh\u00f4ng c\u00f3 c\u00e1ch n\u00e0o kh\u00e1c l\u00e0 ph\u1ea3i thay \u0111\u1ed5i \u0111\u1ec3 th\u00edch \u1ee9ng v\u1edbi nh\u1eefng qui \u0111\u1ecbnh \u0111\u00f3.<\/p>\n

– \u0110\u1eb7c \u0111i\u1ec3m v\u0103n ho\u00e1 c\u1ee7a th\u1ecb tr\u01b0\u1eddng n\u01b0\u1edbc ngo\u00e0i: <\/b>S\u1ea3n ph\u1ea9m v\u00e0 v\u0103n ho\u00e1 l\u00e0 m\u1ed9t c\u1eb7p ph\u1ea1m tr\u00f9 ph\u1ee9c t\u1ea1p v\u00e0 nh\u1ea1y c\u1ea3m. C\u00e1c c\u00f4ng ty qu\u1ed1c t\u1ebf c\u1ea7n ph\u1ea3i t\u00ecm hi\u1ec3u \u0111\u1ea7y \u0111\u1ee7 n\u1ed9i dung n\u00e0y \u0111\u1ec3 k\u1ecbp th\u1eddi th\u00edch \u1ee9ng s\u1ea3n ph\u1ea9m v\u1edbi c\u00e1c \u0111\u1eb7c \u0111i\u1ec3m v\u0103n ho\u00e1 c\u1ee7a t\u1eebng th\u1ecb tr\u01b0\u1eddng n\u01b0\u1edbc ngo\u00e0i c\u1ee5 th\u1ec3.<\/p>\n

(T\u00e0i li\u1ec7u tham kh\u1ea3o: Gi\u00e1o tr\u00ecnh Marketing qu\u1ed1c t\u1ebf, NXB Lao \u0111\u1ed9ng \u2013 X\u00e3 h\u1ed9i<\/i>)<\/p>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

\n Th\u00edch \u1ee9ng s\u1ea3n ph\u1ea9m (ti\u1ebfng Anh: Product Adaptation) l\u00e0 chi\u1ebfn l\u01b0\u1ee3c c\u01a1 b\u1ea3n trong marketing qu\u1ed1c t\u1ebf \u0111\u1ec3 ph\u00f9 h\u1ee3p v\u00e0 tho\u1ea3 m\u00e3n m\u1ecdi nhu c\u1ea7u th\u1ecb tr\u01b0\u1eddng.\n <\/div>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[414],"tags":[],"_links":{"self":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/25555"}],"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=25555"}],"version-history":[{"count":0,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/25555\/revisions"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=25555"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=25555"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=25555"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}