{"id":25620,"date":"2023-12-07T01:40:16","date_gmt":"2023-12-07T01:40:16","guid":{"rendered":"https:\/\/masterskills.org\/blog\/gamme-san-pham-gamme-product-la-gi-muc-tieu-cua-chien-luoc-gamme-san-pham.html"},"modified":"2023-12-22T10:40:26","modified_gmt":"2023-12-22T03:40:26","slug":"gamme-san-pham-gamme-product-la-gi-muc-tieu-cua-chien-luoc-gamme-san-pham","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/gamme-san-pham-gamme-product-la-gi-muc-tieu-cua-chien-luoc-gamme-san-pham.html","title":{"rendered":"Gamme s\u1ea3n ph\u1ea9m (Gamme Product) l\u00e0 g\u00ec? M\u1ee5c ti\u00eau c\u1ee7a chi\u1ebfn l\u01b0\u1ee3c Gamme s\u1ea3n ph\u1ea9m"},"content":{"rendered":"
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H\u00ecnh \u1ea3nh minh h\u1ecda (Ngu\u1ed3n: seal.deha.vn)<\/p>\n<\/div>\n<\/div>\n

Gamme s\u1ea3n ph\u1ea9m<\/font><\/h2>\n

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

Gamme s\u1ea3n ph\u1ea9m<\/b> trong ti\u1ebfng Anh g\u1ecdi l\u00e0 Gamme Product<\/b>.<\/p>\n

Theo t\u1eeb \u0111i\u1ec3n Ph\u00e1p-Vi\u1ec7t, gamme c\u00f3 2 ngh\u0129a ch\u00ednh: (1) l\u00e0 “thang”, nh\u01b0 thang \u00e2m, \u0111\u01b0\u1ee3c d\u00f9ng ph\u1ed5 bi\u1ebfn trong l\u0129nh v\u1ef1c \u00e2m nh\u1ea1c; (2) l\u00e0 “lo\u1ea1t”, nh\u01b0 lo\u1ea1t hoa v\u0103n, lo\u1ea1t ti\u1ebft trong ng\u00e0nh m\u0129 thu\u1eadt, h\u1ed9i h\u1ecda, \u0111i\u00eau kh\u1eafc. T\u1eeb n\u00e0y c\u00f2n \u0111\u01b0\u1ee3c Vi\u1ec7t h\u00f3a khi n\u00f3i “gam m\u00e0u” trong thi\u1ebft k\u1ebf th\u1eddi trang hi\u1ec7n nay.<\/p>\n

T\u1eeb nh\u1eefng ngh\u0129a c\u01a1 b\u1ea3n \u0111\u00f3, m\u1edf r\u1ed9ng ra, gamme n\u00f3i chung l\u00e0 “m\u1ed9t t\u1eadp h\u1ee3p” nh\u1eefng hi\u1ec7n t\u01b0\u1ee3ng li\u00ean quan v\u1edbi nhau v\u00e0 \u0111\u01b0\u1ee3c bi\u1ebfn th\u1ec3 trong m\u1ed9t ph\u1ea1m vi nh\u1ea5t \u0111\u1ecbnh. Ga s\u1ea3n ph\u1ea9m trong Marketing c\u0169ng \u0111\u01b0\u1ee3c hi\u1ec3u theo ngh\u0129a r\u1ed9ng \u0111\u00f3.<\/p>\n

Theo “T\u1eeb \u0111i\u1ec3n Marketing” c\u1ee7a J.P.Lacour v\u00e0 s\u00e1ch c\u1ee7am\u1ed9t s\u1ed1 t\u00e1c gi\u1ea3 kh\u00e1c nh\u01b0 gi\u00e1o s\u01b0 Denis Lindon, Armand Dayan, ch\u00fang ta c\u00f3 th\u1ec3 \u0111i \u0111\u1ebfn kh\u00e1i ni\u1ec7m sau:<\/p>\n

Gamme s\u1ea3n ph\u1ea9m<\/b> l\u00e0 t\u1eadp h\u1ee3p c\u00e1c s\u1ea3n ph\u1ea9m kh\u00e1c bi\u1ec7t v\u00e0 \u0111\u1ed3ng nh\u1ea5t m\u00e0 doanh nghi\u1ec7p cung c\u1ea5p cho th\u1ecb tr\u01b0\u1eddng theo c\u00e1c nh\u00f3m kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau m\u00e0 doanh nghi\u1ec7p h\u01b0\u1edbng t\u1edbi.<\/p>\n

S\u1ea3n ph\u1ea9m kh\u00e1c bi\u1ec7t (Distinct Products) \u1edf \u0111\u00e2y g\u1ed3m c\u00e1c tuy\u1ebfn s\u1ea3n ph\u1ea9m (Products Lines) m\u00e0 gi\u1eefa ch\u00fang c\u00f3 s\u1ef1 kh\u00e1c nhau r\u00f5 r\u1ec7t, c\u00f2n g\u1ecdi l\u00e0 nh\u1eefng s\u1ea3n ph\u1ea9m ch\u00ednh hay s\u1ea3n ph\u1ea9m c\u01a1 s\u1edf (Basic Products).<\/p>\n

S\u1ea3n ph\u1ea9m \u0111\u1ed3ng nh\u1ea5t (Homogeneous Products) l\u00e0 t\u1eadp h\u1ee3p nh\u1eefng s\u1ea3n ph\u1ea9m c\u1ee7a m\u1ed7i tuy\u1ebfn m\u00e0 gi\u1eefa ch\u00fang c\u00f3 nh\u1eefng \u0111\u1eb7c \u0111i\u1ec3m t\u01b0\u01a1ng \u0111\u1ed1i gi\u1ed1ng nhau nh\u1eb1m th\u1ecfa m\u00e3n t\u00e2m l\u00ed, th\u1ecb hi\u1ebfu c\u1ee7am\u1ed7i nh\u00f3m kh\u00e1ch h\u00e0ng c\u1ee5 th\u1ec3.<\/p>\n

Ch\u00fang ta c\u00f3 th\u1ec3 t\u00ecm nhi\u1ec1u th\u00ed d\u1ee5 kh\u00e1c v\u1ec1 Ga s\u1ea3n ph\u1ea9m trong l\u0129nh v\u1ef1c kinh doanh \u00f4 t\u00f4, s\u1ea3n ph\u1ea9m d\u1ec7t may, b\u1ed9t gi\u1eb7t, m\u0129 ph\u1ea9m, trang s\u1ee9c, l\u01b0\u01a1ng th\u1ef1c, th\u1ef1c ph\u1ea9m, b\u00e1nh k\u1eb9o\u2026<\/p>\n

M\u1ee5c ti\u00eau c\u1ee7a chi\u1ebfn l\u01b0\u1ee3c Gamme s\u1ea3n ph\u1ea9m<\/font><\/h3>\n

Tr\u00ean th\u1ef1c t\u1ebf, h\u1ea7u nh\u01b0 kh\u00f4ng c\u00f3 doanh nghi\u1ec7p n\u00e0o, d\u00f9 nh\u1ecf, l\u1ea1i c\u00f3 th\u1ec3 b\u1eb1ng l\u00f2ng cung c\u1ea5p cho kh\u00e1ch h\u00e0ng c\u1ee7a m\u00ecnh m\u1ed9t s\u1ea3n ph\u1ea9m duy nh\u1ea5t. C\u00e1c doanh nghi\u1ec7p, nh\u1ea5t l\u00e0 doanh nghi\u1ec7p l\u1edbn, lu\u00f4n lu\u00f4n ph\u1ea5n \u0111\u1ea5u \u0111\u1ec3 cung c\u1ea5p ra th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau c\u1ee7a m\u00ecnh nhi\u1ec1u lo\u1ea1i h\u00e0ng h\u00f3a, d\u1ecbch v\u1ee5 r\u1ea5t \u0111a d\u1ea1ng. S\u1ef1 c\u1ea7n thi\u1ebft ph\u1ea3i duy tr\u00ec m\u1ed9t c\u01a1 c\u1ea5u Ga nh\u01b0 v\u1eady l\u00e0 nh\u1eb1m th\u1ef1c hi\u1ec7n c\u00e1c m\u1ee5c ti\u00eau c\u01a1 b\u1ea3n sau:<\/p>\n

M\u1ee5c ti\u00eau ph\u1ee7 k\u00edn th\u1ecb tr\u01b0\u1eddng: <\/b>M\u1ed9t trong nh\u1eefng nh\u1eefng m\u1ee5c ti\u00eau quan tr\u1ecdng c\u1ee7a chi\u1ebfn l\u01b0\u1ee3c Ga s\u1ea3n ph\u1ea9m l\u00e0 chi\u1ebfm l\u0129nh th\u1ecb tr\u01b0\u1eddng. M\u1ee5c ti\u00eau n\u00e0y kh\u00f4ng ch\u1ec9 ph\u1ee7 k\u00edn th\u1ecb tr\u01b0\u1eddng hi\u1ec7n t\u1ea1i m\u00e0 c\u00f2n \u0111\u1ed1i v\u1edbi c\u1ea3 th\u1ecb tr\u01b0\u1eddng ti\u1ec1m n\u0103ng. Nh\u1eefng h\u00e3ng l\u1edbn th\u01b0\u1eddng \u0111\u1eb7t m\u1ee5c ti\u00eau n\u00e0y \u0111\u1ed1i v\u1edbi c\u1ea5p \u0111\u1ed9 th\u1ecb tr\u01b0\u1eddng to\u00e0n c\u1ea7u, nh\u01b0 Coca-Cola, Microsoft, Toyota\u2026 Mu\u1ed1n v\u1eady, c\u1ea7n ph\u1ea3i c\u00f3 c\u01a1 c\u1ea5u Ga s\u1ea3n ph\u1ea9m theo h\u01b0\u1edbng \u0111a d\u1ea1ng h\u00f3a t\u1edbi m\u1ee9c t\u1ed1i \u0111a c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c.<\/p>\n

M\u1ee5c ti\u00eau m\u1edf r\u1ed9ng ti\u00eau th\u1ee5:<\/b> M\u1ee5c ti\u00eau ph\u1ee7 k\u00edn th\u1ecb tr\u01b0\u1eddng n\u00f3i tr\u00ean l\u00e0 ti\u1ec1n \u0111\u1ec1 cho vi\u1ec7c m\u1edf r\u1ed9ng ti\u00eau th\u1ee5, \u0111\u1ea9y m\u1ea1nh b\u00e1n h\u00e0ng v\u1ec1 s\u1ed1 l\u01b0\u1ee3ng v\u00e0 gi\u00e1 tr\u1ecb. \u0110i\u1ec1u n\u00e0y g\u1eafn li\u1ec1n v\u1edbi m\u1ee5c ti\u00eau doanh s\u1ed1 v\u00e0 th\u1ecb ph\u1ea7n c\u1ee7a doanh nghi\u1ec7p. Tr\u00ean th\u1ef1c t\u1ebf, Ga s\u1ea3n ph\u1ea9m t\u1ed1i \u01b0u \u0111\u00f3ng vai tr\u00f2 quy\u1ebft \u0111\u1ecbnh \u0111\u1ec3 Wal Mart n\u0103m 2002 \u0111\u1ea1t doanh s\u1ed1 246 t\u1ef7 USD, General Motors \u0111\u1ea1t 186 t\u1ef7 USD\u2026<\/p>\n

M\u1ee5c ti\u00eau c\u00e2n \u0111\u1ed1i c\u00e1c ho\u1ea1t \u0111\u1ed9ng kinh doanh:<\/b> Th\u1ef1c t\u1ebf cho th\u1ea5y, doanh nghi\u1ec7p lu\u00f4n lu\u00f4n ph\u1ea3i \u0111\u1ed1i m\u1eb7t v\u1edbi nh\u1eefng bi\u1ebfn \u0111\u1ed9ng kinh t\u1ebf v\u00e0 th\u1ecb tr\u01b0\u1eddng h\u00e0ng h\u00f3a \u2013 d\u1ecbch v\u1ee5. H\u1eadu qu\u1ea3 \u0111\u00f3 d\u1eabn \u0111\u1ebfn s\u1ef1 thay \u0111\u1ed5i th\u01b0\u1eddng xuy\u00ean c\u1ee7a l\u01b0\u1ee3ng c\u1ea7u c\u0169ng nh\u01b0 nhu c\u1ea7u v\u00e0 th\u1ecb hi\u1ebfu c\u1ee7a kh\u00e1ch h\u00e0ng.<\/p>\n

Theo c\u00e1c nh\u00e0 qu\u1ea3n l\u00ed, Ga s\u1ea3n ph\u1ea9m phong ph\u00fa v\u00e0 \u0111a d\u1ea1ng l\u00e0 c\u00e1ch t\u1ed1t nh\u1ea5t \u0111\u1ec3 doanh nghi\u1ec7p c\u00f3 th\u1ec3 th\u00edch \u1ee9ng k\u1ecbp th\u1eddi v\u1edbi nhu c\u1ea7u \u0111a d\u1ea1ng c\u1ee7a th\u1ecb tr\u01b0\u1eddng v\u00e0 c\u00f3 th\u1ec3 ch\u1ee7 \u0111\u1ed9ng c\u00e2n \u0111\u1ed1i ho\u1ea1t \u0111\u1ed9ng kinh doanh c\u1ee7a m\u00ecnh m\u1ed7i khi nhu c\u1ea7u th\u1ecb tr\u01b0\u1eddng c\u00f3 s\u1ef1 thay \u0111\u1ed5i.<\/p>\n

M\u1ee5c ti\u00eau v\u1ec1 kh\u1ea3 n\u0103ng sinh l\u1ee3i:<\/b> \u0110\u00e2y l\u00e0 m\u1ee5c ti\u00eau l\u1edbn nh\u1ea5t, \u0111\u1ed3ng th\u1eddi c\u0169ng l\u00e0 m\u1ee5c \u0111\u00edch c\u1ee7a chi\u1ebfn l\u01b0\u1ee3c Ga s\u1ea3n ph\u1ea9m. M\u1ee5c ti\u00eau v\u1ec1 kh\u1ea3 n\u0103ng sinh l\u1ee3i d\u1ef1a tr\u00ean k\u1ebft qu\u1ea3 \u0111\u1ea1t \u0111\u01b0\u1ee3c c\u1ee7a c\u00e1c m\u1ee5c ti\u00eau tr\u00ean. Th\u1ef1c t\u1ebf cho th\u1ea5y, s\u1ea3n ph\u1ea9m \u0111a d\u1ea1ng s\u1ebd gi\u00fap doanh nghi\u1ec7p gi\u1ea3m thi\u1ec3u \u0111\u01b0\u1ee3c nh\u1eefng r\u1ee7i ro t\u1eeb nh\u1eefng bi\u1ebfn \u0111\u1ed9ng th\u1ecb tr\u01b0\u1eddng nh\u1eb1m gi\u1eef v\u1eefng \u0111\u01b0\u1ee3c m\u1ee5c ti\u00eau l\u1ee3i nhu\u1eadn.<\/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 Gamme s\u1ea3n ph\u1ea9m (ti\u1ebfng Anh: Product) l\u00e0 t\u1eadp h\u1ee3p c\u00e1c s\u1ea3n ph\u1ea9m kh\u00e1c bi\u1ec7t v\u00e0 \u0111\u1ed3ng nh\u1ea5t m\u00e0 doanh nghi\u1ec7p cung c\u1ea5p cho th\u1ecb tr\u01b0\u1eddng theo c\u00e1c nh\u00f3m kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau m\u00e0 doanh nghi\u1ec7p h\u01b0\u1edbng t\u1edbi.\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\/25620"}],"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=25620"}],"version-history":[{"count":0,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/25620\/revisions"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=25620"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=25620"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=25620"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}