{"id":28622,"date":"2023-12-07T05:16:16","date_gmt":"2023-12-07T05:16:16","guid":{"rendered":"https:\/\/masterskills.org\/blog\/xuc-tien-thuong-mai-trade-promotion-la-gi-cac-hinh-thuc-xuc-tien-thuong-mai.html"},"modified":"2023-12-22T21:38:34","modified_gmt":"2023-12-22T14:38:34","slug":"xuc-tien-thuong-mai-trade-promotion-la-gi-cac-hinh-thuc-xuc-tien-thuong-mai","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/xuc-tien-thuong-mai-trade-promotion-la-gi-cac-hinh-thuc-xuc-tien-thuong-mai.html","title":{"rendered":"X\u00fac ti\u1ebfn th\u01b0\u01a1ng m\u1ea1i (Trade promotion) l\u00e0 g\u00ec? C\u00e1c h\u00ecnh th\u1ee9c x\u00fac ti\u1ebfn th\u01b0\u01a1ng m\u1ea1i"},"content":{"rendered":"
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H\u00ecnh minh h\u1ecda<\/p>\n<\/div>\n<\/div>\n

X\u00fac ti\u1ebfn th\u01b0\u01a1ng m\u1ea1i (Trade promotion)<\/font><\/h2>\n

\u0110\u1ecbnh ngh\u0129a<\/b><\/p>\n

X\u00fac ti\u1ebfn th\u01b0\u01a1ng m\u1ea1i<\/b> trong ti\u1ebfng Anh l\u00e0 Trade promotion<\/b>.\u00a0<\/p>\n

X\u00fac ti\u1ebfn th\u01b0\u01a1ng m\u1ea1i<\/i> l\u00e0 ho\u1ea1t \u0111\u1ed9ng th\u00fac \u0111\u1ea9y, t\u00ecm ki\u1ebfm c\u01a1 h\u1ed9i mua b\u00e1n h\u00e0ng ho\u00e1 v\u00e0 cung \u1ee9ng d\u1ecbch v\u1ee5, bao g\u1ed3m ho\u1ea1t \u0111\u1ed9ng khuy\u1ebfn m\u1ea1i, qu\u1ea3ng c\u00e1o th\u01b0\u01a1ng m\u1ea1i, tr\u01b0ng b\u00e0y, gi\u1edbi thi\u1ec7u h\u00e0ng ho\u00e1, d\u1ecbch v\u1ee5 v\u00e0 h\u1ed9i ch\u1ee3, tri\u1ec3n l\u00e3m th\u01b0\u01a1ng m\u1ea1i. (Theo Lu\u1eadt Th\u01b0\u01a1ng m\u1ea1i 2005)<\/i><\/p>\n

H\u00ecnh th\u1ee9c x\u00fac ti\u1ebfn th\u01b0\u01a1ng m\u1ea1i<\/font><\/h3>\n

C\u00e1c h\u00ecnh th\u1ee9c c\u1ee7a x\u00fac ti\u1ebfn th\u01b0\u01a1ng m\u1ea1i<\/p>\n

–\u00a0Qu\u1ea3ng c\u00e1o<\/b><\/p>\n

Qu\u1ea3ng c\u00e1o l\u00e0 ho\u1ea1t \u0111\u1ed9ng x\u00fac ti\u1ebfn th\u01b0\u01a1ng m\u1ea1i c\u1ee7a th\u01b0\u01a1ng nh\u00e2n \u0111\u1ec3 gi\u1edbi thi\u1ec7u v\u1edbi kh\u00e1ch h\u00e0ng v\u1ec1 ho\u1ea1t \u0111\u1ed9ng kinh doanh h\u00e0ng h\u00f3a, d\u1ecbch v\u1ee5 c\u1ee7a m\u00ecnh.<\/p>\n

Hay qu\u1ea3ng c\u00e1o l\u00e0 nh\u1eefng h\u00ecnh th\u1ee9c truy\u1ec1n th\u00f4ng kh\u00f4ng tr\u1ef1c ti\u1ebfp, \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n th\u00f4ng qua nh\u1eefng ph\u01b0\u01a1ng ti\u1ec7n truy\u1ec1n th\u00f4ng ph\u1ea3i tr\u1ea3 ti\u1ec1n v\u00e0 x\u00e1c \u0111\u1ecbnh r\u00f5 ngu\u1ed3n g\u1ed1c kinh ph\u00ed.<\/p>\n

(Theo Philip Kotler)<\/i><\/p>\n

– Khuy\u1ebfn m\u1ea1i<\/b><\/p>\n

Khuy\u1ebfn m\u1ea1i l\u00e0 ho\u1ea1t \u0111\u1ed9ng x\u00fac ti\u1ebfn th\u01b0\u01a1ng m\u1ea1i c\u1ee7a th\u01b0\u01a1ng nh\u00e2n nh\u1eb1m x\u00fac ti\u1ebfn vi\u1ec7c mua b\u00e1n h\u00e0ng h\u00f3a, cung \u1ee9ng d\u1ecbch v\u1ee5 b\u1eb1ng c\u00e1ch d\u00e0nh cho kh\u00e1ch h\u00e0ng nh\u1eefng l\u1ee3i \u00edch nh\u1ea5t \u0111\u1ecbnh.<\/p>\n

–\u00a0H\u1ed9i ch\u1ee3 tri\u1ec3n l\u00e3m\u00a0<\/b><\/p>\n

H\u1ed9i ch\u1ee3 tri\u1ec3n l\u00e3m l\u00e0 ho\u1ea1t \u0111\u1ed9ng x\u00fac ti\u1ebfn th\u01b0\u01a1ng m\u1ea1i \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n t\u1eadp trung trong m\u1ed9t th\u1eddi gian v\u00e0 t\u1ea1i m\u1ed9t \u0111\u1ecba \u0111i\u1ec3m nh\u1ea5t \u0111\u1ecbnh \u0111\u1ec3 th\u01b0\u01a1ng nh\u00e2n tr\u01b0ng b\u00e0y, gi\u1edbi thi\u1ec7u h\u00e0ng h\u00f3a, d\u1ecbch v\u1ee5 nh\u1eb1m m\u1ee5c \u0111\u00edch th\u00fac \u0111\u1ea9y, t\u00ecm ki\u1ebfm c\u01a1 h\u1ed9i giao k\u1ebft h\u1ee3p \u0111\u1ed3ng mua b\u00e1n h\u00e0ng h\u00f3a, h\u1ee3p \u0111\u1ed3ng d\u1ecbch v\u1ee5.<\/p>\n

C\u1ea7n ph\u00e2n bi\u1ec7t h\u1ed9i ch\u1ee3 v\u00e0 tri\u1ec3n l\u00e3m th\u01b0\u01a1ng m\u1ea1i<\/p>\n

\n\n\n\n\n\n\n
H\u1ed9i ch\u1ee3<\/th>\nTri\u1ec3n l\u00e3m th\u01b0\u01a1ng m\u1ea1i<\/th>\n<\/tr>\n<\/thead>\n
– Ngo\u00e0i m\u1ee5c \u0111\u00edch qu\u1ea3ng b\u00e1 c\u00f2n ch\u00fa tr\u1ecdng \u0111\u1ebfn m\u1ee5c \u0111\u00edch b\u00e1n h\u00e0ng<\/td>\n– Mang t\u00ednh ch\u1ea5t qu\u1ea3ng b\u00e1 v\u1ec1 s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 c\u1ee7a doanh nghi\u1ec7p<\/td>\n<\/tr>\n
–\u00a0H\u00e0ng h\u00f3a phong ph\u00fa, \u0111a d\u1ea1ng thu\u1ed9c nhi\u1ec1u ng\u00e0nh, nhi\u1ec1u l\u0129nh v\u1ef1c.<\/td>\n– H\u00e0ng h\u00f3a th\u01b0\u1eddng c\u00f3 t\u00ednh chuy\u00ean ng\u00e0nh.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n

– Tr\u01b0ng b\u00e0y gi\u1edbi thi\u1ec7u h\u00e0ng h\u00f3a, d\u1ecbch v\u1ee5<\/b><\/p>\n

Trung b\u00e0y gi\u1edbi thi\u1ec7u h\u00e0ng h\u00f3a, d\u1ecbch v\u1ee5 l\u00e0 ho\u1ea1t \u0111\u1ed9ng x\u00fac ti\u1ebfn th\u01b0\u01a1ng m\u1ea1i c\u1ee7a th\u01b0\u01a1ng nh\u00e2n d\u00f9ng h\u00e0ng h\u00f3a, d\u1ecbch v\u1ee5 v\u00e0 t\u00e0i li\u1ec7u v\u1ec1 h\u00e0ng h\u00f3a, d\u1ecbch v\u1ee5 \u0111\u1ec3 gi\u1edbi thi\u1ec7u v\u1edbi kh\u00e1ch h\u00e0ng v\u1ec1 h\u00e0ng h\u00f3a, d\u1ecbch v\u1ee5 \u0111\u00f3.<\/p>\n

– Quan h\u1ec7 c\u00f4ng ch\u00fang<\/b><\/p>\n

Quan h\u1ec7 c\u00f4ng ch\u00fang (PR) l\u00e0 vi\u1ec7c qu\u1ea3n l\u00ed truy\u1ec1n th\u00f4ng nh\u1eb1m x\u00e2y d\u1ef1ng, duy tr\u00ec m\u1ed1i quan h\u1ec7 t\u1ed1t \u0111\u1eb9p v\u00e0 s\u1ef1 hi\u1ec3u bi\u1ebft l\u1eabn nhau gi\u1eefa m\u1ed9t t\u1ed5 ch\u1ee9c, m\u1ed9t c\u00e1 nh\u00e2n v\u1edbi c\u00f4ng ch\u00fang c\u1ee7a h\u1ecd. T\u1eeb \u0111\u00f3 t\u1ea1o d\u1ef1ng h\u00ecnh \u1ea3nh t\u1ed1t \u0111\u1eb9p, c\u1ee7ng c\u1ed1 uy t\u00edn, t\u1ea1o d\u1ef1ng ni\u1ec1m tin, th\u00e1i \u0111\u1ed9 c\u1ee7a c\u00f4ng ch\u00fang v\u1edbi t\u1ed5 ch\u1ee9c v\u00e0 c\u00e1 nh\u00e2n theo h\u01b0\u1edbng c\u00f3 l\u1ee3i nh\u1ea5t.<\/p>\n

C\u0169ng c\u00f3 th\u1ec3 hi\u1ec3u theo c\u00e1ch \u0111\u01a1n gi\u1ea3n: Quan h\u1ec7 c\u00f4ng ch\u00fang l\u00e0 vi\u1ec7c m\u1ed9t c\u01a1 quan t\u1ed5 ch\u1ee9c hay doanh nghi\u1ec7p ch\u1ee7 \u0111\u1ed9ng qu\u1ea3n l\u00ed c\u00e1c quan h\u1ec7 giao ti\u1ebfp c\u1ed9ng \u0111\u1ed3ng \u0111\u1ec3 t\u1ea1o d\u1ef1ng v\u00e0 gi\u1eef g\u00ecn m\u1ed9t h\u00ecnh \u1ea3nh t\u00edch c\u1ef1c c\u1ee7a m\u00ecnh.<\/p>\n

Ph\u01b0\u01a1ng th\u1ee9c x\u00fac ti\u1ebfn th\u01b0\u01a1ng m\u1ea1i<\/font><\/h3>\n

C\u00e1c ph\u01b0\u01a1ng th\u1ee9c x\u00fac ti\u1ebfn th\u01b0\u01a1ng m\u1ea1i bao g\u1ed3m:<\/p>\n

– X\u00fac ti\u1ebfn th\u01b0\u01a1ng m\u1ea1i th\u01b0\u1eddng xuy\u00ean, li\u00ean t\u1ee5c<\/p>\n

– X\u00fac ti\u1ebfn th\u01b0\u01a1ng m\u1ea1i \u0111\u1ecbnh k\u00ec<\/p>\n

– X\u00fac ti\u1ebfn th\u01b0\u01a1ng m\u1ea1i \u0111\u1ed9t xu\u1ea5t: \u00c1p d\u1ee5ng khi c\u00f3 s\u1ef1 thay \u0111\u1ed5i v\u1ec1 \u0111\u1ecba \u0111i\u1ec3m b\u00e1n h\u00e0ng, t\u00ednh ch\u1ea5t s\u1ea3n ph\u1ea9m\u2026<\/p>\n

– X\u00fac ti\u1ebfn th\u01b0\u01a1ng m\u1ea1i theo chi\u1ebfn d\u1ecbch: \u0110\u01b0\u1ee3c ti\u1ebfn h\u00e0nh r\u1ea7m r\u1ed9 b\u1eb1ng nhi\u1ec1u ph\u01b0\u01a1ng ti\u1ec7n kh\u00e1c nhau. Khi doanh nghi\u1ec7p c\u00f3 ng\u00e0y l\u1ec5 k\u1ec9 ni\u1ec7m, doanh nghi\u1ec7p tung ra s\u1ea3n ph\u1ea9m m\u1edbi.<\/p>\n

(T\u00e0i li\u1ec7u tham kh\u1ea3o: Gi\u00e1o tr\u00ecnh Quan h\u1ec7 c\u00f4ng ch\u00fang, NXB T\u00e0i ch\u00ednh; Th\u01b0\u01a1ng m\u1ea1i doanh nghi\u1ec7p, T\u1ed5 h\u1ee3p gi\u00e1o d\u1ee5c Topica)<\/i><\/p>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

\n X\u00fac ti\u1ebfn th\u01b0\u01a1ng m\u1ea1i (ti\u1ebfng Anh: Trade promotion) l\u00e0 ho\u1ea1t \u0111\u1ed9ng th\u00fac \u0111\u1ea9y, t\u00ecm ki\u1ebfm c\u01a1 h\u1ed9i mua b\u00e1n h\u00e0ng h\u00f3a v\u00e0 cung \u1ee9ng d\u1ecbch v\u1ee5. C\u00e1c h\u00ecnh th\u1ee9c x\u00fac ti\u1ebfn th\u01b0\u01a1ng m\u1ea1i ph\u1ed5 bi\u1ebfn nh\u01b0 qu\u1ea3ng c\u00e1o, khuy\u1ebfn m\u1ea1i, h\u1ed9i ch\u1ee3 tri\u1ec3n l\u00e3m, tr\u01b0ng b\u00e0y h\u00e0ng h\u00f3a, d\u1ecbch v\u1ee5 v\u00e0 PR.\n <\/div>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[416],"tags":[],"_links":{"self":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/28622"}],"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=28622"}],"version-history":[{"count":0,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/28622\/revisions"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=28622"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=28622"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=28622"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}