{"id":29323,"date":"2023-12-07T07:32:13","date_gmt":"2023-12-07T07:32:13","guid":{"rendered":"https:\/\/masterskills.org\/blog\/doi-moi-marketing-marketing-innovation-la-gi-noi-dung-doi-moi.html"},"modified":"2023-12-23T06:08:56","modified_gmt":"2023-12-22T23:08:56","slug":"doi-moi-marketing-marketing-innovation-la-gi-noi-dung-doi-moi","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/doi-moi-marketing-marketing-innovation-la-gi-noi-dung-doi-moi.html","title":{"rendered":"\u0110\u1ed5i m\u1edbi marketing (Marketing Innovation) l\u00e0 g\u00ec? N\u1ed9i dung \u0111\u1ed5i m\u1edbi"},"content":{"rendered":"
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H\u00ecnh minh ho\u1ea1 (Ngu\u1ed3n: marketingai)<\/p>\n<\/div>\n<\/div>\n

\u0110\u1ed5i m\u1edbi marketing<\/font><\/h2>\n

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

\u0110\u1ed5i m\u1edbi marketing<\/b> trong ti\u1ebfng Anh \u0111\u01b0\u1ee3c g\u1ecdi l\u00e0 marketing innovation.<\/b><\/p>\n

M\u1ecd\u0302t ca\u0301ch \u0111o\u031bn gia\u0309n, marketing <\/b>la\u0300 vi\u1eb9\u0302c tho\u0309a ma\u0303n nhu c\u00e2\u0300u, mong mu\u00f4\u0301n cu\u0309a kha\u0301ch ha\u0300ng mu\u0323c tie\u0302u b\u0103\u0300ng gia\u0301 tri\u0323 tho\u0302ng qua sa\u0309n ph\u00e2\u0309m \u0111u\u031b\u01a1\u0323c ta\u0323o ra.\u00a0<\/p>\n

Theo hi\u1eb9\u0302p h\u1ecd\u0302i Marketing cu\u0309a My\u0303: “Marketing la\u0300 th\u01b0\u0323c hi\u1eb9\u0302n ca\u0301c hoa\u0323t \u0111\u1ecd\u0302ng kinh doanh nh\u0103\u0300m hu\u031b\u01a1\u0301ng va\u0300o do\u0300ng v\u1ea1\u0302n chuy\u00ea\u0309n ha\u0300ng hoa\u0301 va\u0300 di\u0323ch vu\u0323 t\u01b0\u0300 ngu\u031b\u01a1\u0300i sa\u0309n xu\u00e2\u0301t t\u01a1\u0301i ngu\u031b\u01a1\u0300i tie\u0302u thu\u0323 ho\u1ea1\u0306c ngu\u031b\u01a1\u0300i s\u01b0\u0309 du\u0323ng”.\u00a0<\/p>\n

Theo Philip Kotler: “Marketing la\u0300 m\u1ecd\u0302t da\u0323ng hoa\u0323t \u0111\u1ecd\u0302ng cu\u0309a con ngu\u031b\u01a1\u0300i nh\u0103\u0300m thoa\u0309 ma\u0303n nh\u01b0\u0303ng nhu c\u00e2\u0300u va\u0300 mong mu\u00f4\u0301n cu\u0309a ho\u0323 tho\u0302ng qua trao \u0111\u00f4\u0309i”.\u00a0<\/p>\n

Theo ca\u0301ch ti\u00ea\u0301p c\u1ea1\u0302n qua\u0309n tri\u0323 \u0111\u00f4\u0301i v\u01a1\u0301i marketing thi\u0300: “Marketing la\u0300 nh\u01b0\u0303ng hoa\u0323t \u0111\u1ecd\u0302ng mang ti\u0301nh qua\u0309n tri\u0323 \u0111\u00f4\u0301i v\u01a1\u0301i vi\u1eb9\u0302c thi\u00ea\u0301t k\u00ea\u0301 sa\u0309n ph\u00e2\u0309m, \u0111i\u0323nh gia\u0301 ba\u0301n, pha\u0302n ph\u00f4\u0301i va\u0300 xu\u0301c ti\u00ea\u0301n ba\u0301n t\u01a1\u0301i nh\u01b0\u0303ng kha\u0301ch ha\u0300ng mu\u0323c tie\u0302u nh\u0103\u0300m thoa\u0309 ma\u0303n ho\u0323 va\u0300 \u0111a\u0323t mu\u0323c tie\u0302u cu\u0309a t\u00f4\u0309 ch\u01b0\u0301c”.<\/p>\n

V\u1eady \u0111\u1ed5i m\u1edbi marketing \u0111\u01b0\u1ee3c \u0111\u1ecbnh ngh\u0129a nh\u01b0 sau<\/p>\n

\u0110\u1ed5i m\u1edbi marketing <\/b>l\u00e0 vi\u1ec7c th\u1ef1c hi\u1ec7n m\u1ed9t ph\u01b0\u01a1ng ph\u00e1p ti\u1ebfp th\u1ecb m\u1edbi li\u00ean quan \u0111\u1ebfn nh\u1eefng thay \u0111\u1ed5i \u0111\u00e1ng k\u1ec3 trong ti\u1ebfp th\u1ecb h\u1ed7n h\u1ee3p, bao g\u1ed3m: thi\u1ebft k\u1ebf s\u1ea3n ph\u1ea9m ho\u1eb7c bao b\u00ec, ph\u00e2n ph\u1ed1i, truy\u1ec1n th\u00f4ng ho\u1eb7c gi\u00e1 c\u1ea3.\u00a0(Theo IGI Global)<\/i><\/p>\n

M\u1ee5c \u0111\u00edch c\u1ee7a \u0111\u1ed5i m\u1edbi marketing l\u00e0 mang l\u1ea1i gi\u00e1 tr\u1ecb cho kh\u00e1ch h\u00e0ng v\u00e0 c\u1ea3i thi\u1ec7n l\u1ee3i th\u1ebf c\u1ea1nh tranh.\u00a0<\/p>\n

Quan \u0111i\u00ea\u0309m marketing h\u00f4\u0303n h\u01a1\u0323p<\/b> (marketing mix) chi\u0309 ra r\u0103\u0300ng hoa\u0323t \u0111\u1ecd\u0302ng marketing v\u00ea\u0300 co\u031b ba\u0309n \u0111u\u031b\u01a1\u0323c tri\u00ea\u0309n th\u01b0\u0323c hi\u1eb9\u0302n theo b\u00f4\u0301n n\u1ecd\u0302i dung (4Ps): Sa\u0309n ph\u00e2\u0309m (product), gia\u0301 (price), xu\u0301c ti\u00ea\u0301n (promotion) va\u0300 pha\u0302n ph\u00f4\u0301i (place).<\/p>\n

\u0110\u00f4\u0309i m\u01a1\u0301i marketing \u0111u\u031b\u01a1\u0323c coi la\u0300 m\u1ecd\u0302t trong nh\u01b0\u0303ng li\u0303nh v\u01b0\u0323c \u0111\u00f4\u0309i m\u01a1\u0301i quan tro\u0323ng, c\u00f4\u0301t y\u00ea\u0301u cu\u0309a t\u00f4\u0309 ch\u01b0\u0301c b\u01a1\u0309i \u0111\u00f4\u0309i m\u01a1\u0301i chi\u0309 th\u01b0\u0323c s\u01b0\u0323 hoa\u0300n tha\u0300nh n\u00ea\u0301u sa\u0309n ph\u00e2\u0309m hay di\u0323ch vu\u0323 \u0111u\u031b\u01a1\u0323c ngu\u031b\u01a1\u0300i tie\u0302u du\u0300ng ch\u00e2\u0301p nh\u1ea1\u0302n.\u00a0<\/p>\n

N\u1ed9i dung \u0111\u1ed5i m\u1edbi<\/font><\/h3>\n

\u0110\u00f4\u0309i m\u01a1\u0301i trong li\u0303nh v\u01b0\u0323c marketing bao g\u00f4\u0300m:<\/p>\n

– \u0110\u00f4\u0309i m\u01a1\u0301i sa\u0309n ph\u00e2\u0309m: <\/b>\u0111u\u031b\u01a1\u0323c th\u01b0\u0323c hi\u1eb9\u0302n tho\u0302ng qua pha\u0301t tri\u00ea\u0309n do\u0300ng sa\u0309n ph\u00e2\u0309m; Ca\u0309i ti\u00ea\u0301n ch\u00e2\u0301t lu\u031b\u01a1\u0323ng, \u0111\u1ea1\u0306c \u0111i\u00ea\u0309m, m\u00e2\u0303u ma\u0303, nha\u0303n hi\u1eb9\u0302u sa\u0309n ph\u00e2\u0309m; H\u01a1\u0323p nh\u00e2\u0301t do\u0300ng sa\u0309n ph\u00e2\u0309m.<\/p>\n

– \u0110\u00f4\u0309i m\u01a1\u0301i v\u00ea\u0300 gia\u0301: <\/b>\u0111u\u031b\u01a1\u0323c th\u01b0\u0323c hi\u1eb9\u0302n tho\u0302ng qua thay \u0111\u00f4\u0309i gia\u0301 (ta\u0306ng ho\u1ea1\u0306c gia\u0309m gia\u0301) va\u0300 chi\u0301nh sa\u0301ch gia\u0301 (vi\u0301 du\u0323: Chi\u0301nh sa\u0301ch gia\u0301 h\u01a1\u0301t va\u0301ng s\u01b0\u0303a, chi\u0301nh sa\u0301ch\/chi\u00ea\u0301n lu\u031b\u01a1\u0323c \u0111i \u0111\u00e2\u0300u v\u00ea\u0300 gia\u0301), th\u01a1\u0300i ha\u0323n va\u0300 ca\u0301c \u0111i\u00ea\u0300u ki\u1eb9\u0302n thanh toa\u0301n.<\/p>\n

– \u0110\u00f4\u0309i m\u01a1\u0301i hoa\u0323t \u0111\u1ecd\u0302ng xu\u0301c ti\u00ea\u0301n, truy\u00ea\u0300n tho\u0302ng: <\/b>\u0110u\u031b\u01a1\u0323c th\u01b0\u0323c hi\u1eb9\u0302n tho\u0302ng qua \u0111\u00f4\u0309i m\u01a1\u0301i n\u1ecd\u0302i dung qua\u0309ng ca\u0301o hay ca\u0301c hi\u0300nh th\u01b0\u0301c khuy\u00ea\u0301n ma\u0323i; \u0110\u00f4\u0309i m\u01a1\u0301i ke\u0302nh truy\u00ea\u0300n tho\u0302ng va\u0300 phu\u031bo\u031bng th\u01b0\u0301c truy\u00ea\u0300n tho\u0302ng; Ta\u0301i \u0111i\u0323nh vi\u0323 cho thu\u031bo\u031bng hi\u1eb9\u0302u.<\/p>\n

– \u0110\u00f4\u0309i m\u01a1\u0301i ke\u0302nh pha\u0302n ph\u00f4\u0301i: <\/b>\u0110u\u031b\u01a1\u0323c th\u01b0\u0323c hi\u1eb9\u0302n tho\u0302ng qua thay \u0111\u00f4\u0309i ke\u0302nh pha\u0302n ph\u00f4\u0301i; Ta\u0306ng ho\u1ea1\u0306c c\u0103\u0301t gia\u0309m ke\u0302nh pha\u0302n ph\u00f4\u0301i; \u0110\u00f4\u0309i m\u01a1\u0301i chi\u0301nh sa\u0301ch pha\u0302n ph\u00f4\u0301i; \u0110\u00f4\u0309i m\u01a1\u0301i phu\u031bo\u031bng th\u01b0\u0301c giao ha\u0300ng…<\/p>\n

(T\u00e0i li\u1ec7u tham kh\u1ea3o: T\u1ed5ng quan v\u1ec1 \u0111\u1ed5i m\u1edbi, T\u1ed5 h\u1ee3p C\u00f4ng ngh\u1ec7 Gi\u00e1o d\u1ee5c Topica)<\/i><\/p>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

\n \u0110\u1ed5i m\u1edbi marketing (ti\u1ebfng Anh: Marketing Innovation) l\u00e0 vi\u1ec7c th\u1ef1c hi\u1ec7n m\u1ed9t ph\u01b0\u01a1ng ph\u00e1p ti\u1ebfp th\u1ecb m\u1edbi li\u00ean quan \u0111\u1ebfn nh\u1eefng thay \u0111\u1ed5i \u0111\u00e1ng k\u1ec3 trong ti\u1ebfp th\u1ecb h\u1ed7n h\u1ee3p, bao g\u1ed3m: thi\u1ebft k\u1ebf s\u1ea3n ph\u1ea9m ho\u1eb7c bao b\u00ec, ph\u00e2n ph\u1ed1i, truy\u1ec1n th\u00f4ng ho\u1eb7c gi\u00e1 c\u1ea3.\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\/29323"}],"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=29323"}],"version-history":[{"count":0,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/29323\/revisions"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=29323"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=29323"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=29323"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}