{"id":29563,"date":"2023-12-07T07:43:05","date_gmt":"2023-12-07T07:43:05","guid":{"rendered":"https:\/\/masterskills.org\/blog\/chien-luoc-marketing-marketing-strategy-la-gi-mo-hinh-4ps.html"},"modified":"2023-12-23T06:09:48","modified_gmt":"2023-12-22T23:09:48","slug":"chien-luoc-marketing-marketing-strategy-la-gi-mo-hinh-4ps","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/chien-luoc-marketing-marketing-strategy-la-gi-mo-hinh-4ps.html","title":{"rendered":"Chi\u1ebfn l\u01b0\u1ee3c marketing (Marketing strategy) l\u00e0 g\u00ec? M\u00f4 h\u00ecnh 4Ps"},"content":{"rendered":"
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H\u00ecnh minh ho\u1ea1 (Ngu\u1ed3n: webgraphic)<\/p>\n<\/div>\n<\/div>\n

Chi\u00ea\u0301n lu\u031b\u01a1\u0323c marketing<\/font><\/b><\/h2>\n

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

Chi\u1ebfn l\u01b0\u1ee3c marketing<\/b> trong ti\u1ebfng Anh \u0111\u01b0\u1ee3c g\u1ecdi l\u00e0 marketing strategy.<\/b><\/p>\n

Chi\u1ebfn l\u01b0\u1ee3c marketing <\/b>l\u00e0 m\u1ed9t k\u1ebf ho\u1ea1ch t\u1ed5ng th\u1ec3 c\u1ee7a doanh nghi\u1ec7p \u0111\u1ec3 ti\u1ebfp c\u1eadn ng\u01b0\u1eddi ti\u00eau d\u00f9ng ti\u1ec1m n\u0103ng v\u00e0 bi\u1ebfn h\u1ecd th\u00e0nh kh\u00e1ch h\u00e0ng c\u1ee7a c\u00e1c s\u1ea3n ph\u1ea9m hay d\u1ecbch v\u1ee5 m\u00e0 doanh nghi\u1ec7p cung c\u1ea5p.\u00a0<\/p>\n

M\u1ed9t chi\u1ebfn l\u01b0\u1ee3c marketing bao g\u1ed3m tuy\u00ean b\u1ed1 gi\u00e1 tr\u1ecb (Value Proposition), th\u00f4ng \u0111i\u1ec7p th\u01b0\u01a1ng hi\u1ec7u ch\u00ednh (Key brand messaging), d\u1eef li\u1ec7u nh\u00e2n kh\u1ea9u h\u1ecdc c\u1ee7a c\u00e1c kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau v\u00e0 c\u00e1c y\u1ebfu t\u1ed1 c\u1ea5p cao kh\u00e1c c\u1ee7a c\u00f4ng ty. (Theo Investopedia)<\/i><\/p>\n

Marketing la\u0300 m\u1ecd\u0302t qua\u0301 tri\u0300nh qu\u1ea3n l\u00ed<\/span> mang ti\u0301nh xa\u0303 h\u1ecd\u0302i ma\u0300 nh\u01a1\u0300 \u0111o\u0301 ca\u0301c ca\u0301 nha\u0302n va\u0300 ca\u0301c t\u00f4\u0309 ch\u01b0\u0301c co\u0301 \u0111u\u031b\u01a1\u0323c nh\u01b0\u0303ng gi\u0300 ho\u0323 c\u00e2\u0300n va\u0300 mu\u00f4\u0301n tho\u0302ng qua vi\u1eb9\u0302c ta\u0323o ra, cung c\u00e2\u0301p va\u0300 trao \u0111\u00f4\u0309i ca\u0301c sa\u0309n ph\u00e2\u0309m co\u0301 gia\u0301 tri\u0323 v\u01a1\u0301i nh\u01b0\u0303ng ngu\u031b\u01a1\u0300i kha\u0301c. (Theo\u00a0Gi\u00e1o s\u01b0 marketing n\u1ed5i ti\u1ebfng th\u1ebf gi\u1edbi\u00a0Philip Kotler)<\/i><\/p>\n

M\u1ecd\u0302t chi\u1ebfn l\u01b0\u1ee3c marketing hi\u1eb9\u0302u qua\u0309 la\u0300 m\u1ecd\u0302t chu\u031bo\u031bng tri\u0300nh \u0111u\u031b\u01a1\u0323c thi\u00ea\u0301t k\u00ea\u0301 pha tr\u1ecd\u0302n t\u00e2\u0301t ca\u0309 ca\u0301c y\u00ea\u0301u t\u00f4\u0301 cu\u0309a marketing h\u00f4\u0303n h\u01a1\u0323p nh\u0103\u0300m mu\u0323c tie\u0302u cung c\u00e2\u0301p gia\u0301 tri\u0323 cho ngu\u031b\u01a1\u0300i tie\u0302u du\u0300ng.<\/p>\n

N\u1ed9i dung chi\u1ebfn l\u01b0\u1ee3c<\/font><\/b><\/h3>\n

Marketing h\u00f4\u0303n h\u01a1\u0323p bao g\u00f4\u0300m t\u00e2\u0301t ca\u0309 ca\u0301c hoa\u0323t \u0111\u1ecd\u0302ng ma\u0300 co\u0302ng ty co\u0301 th\u00ea\u0309 la\u0300m \u0111\u00ea\u0309 ga\u0302y a\u0309nh hu\u031b\u01a1\u0309ng \u0111\u00ea\u0301n nhu c\u00e2\u0300u v\u00ea\u0300 sa\u0309n ph\u00e2\u0309m cu\u0309a mi\u0300nh.\u00a0<\/p>\n

Ca\u0301c bi\u00ea\u0301n na\u0300y thu\u031b\u01a1\u0300ng \u0111u\u031b\u01a1\u0323c go\u0323i la\u0300 “4 Ps.” 4 ch\u01b0\u0303 P la\u0300 vi\u00ea\u0301t t\u0103\u0301t cu\u0309a sa\u0309n ph\u00e2\u0309m, gia\u0301 ca\u0309, ke\u0302nh pha\u0302n ph\u00f4\u0301i va\u0300 h\u00f4\u0303 tr\u01a1\u0323 tie\u0302u thu\u0323.<\/p>\n

– Product \u2013 Sa\u0309n ph\u00e2\u0309m<\/b><\/p>\n

La\u0300 t\u00f4\u0309 h\u01a1\u0323p “ha\u0300ng ho\u0301a va\u0300 di\u0323ch vu\u0323” cu\u0309a co\u0302ng ty cung c\u00e2\u0301p cho thi\u0323 tru\u031b\u01a1\u0300ng mu\u0323c tie\u0302u. Quy\u00ea\u0301t \u0111i\u0323nh chi\u00ea\u0301n lu\u031b\u01a1\u0323c cu\u0303ng pha\u0309i \u0111u\u031b\u01a1\u0323c th\u01b0\u0323c hi\u1eb9\u0302n d\u01b0\u0323a tre\u0302n ca\u0301c hoa\u0323t \u0111\u1ecd\u0302ng xa\u0302y d\u01b0\u0323ng thu\u031bo\u031bng hi\u1eb9\u0302u, bao go\u0301i va\u0300 ca\u0301c ti\u0301nh na\u0306ng cu\u0309a sa\u0309n ph\u00e2\u0309m.<\/p>\n

– Price \u2013 Gia\u0301 ca\u0309<\/b>\u00a0<\/p>\n

La\u0300 lu\u031b\u01a1\u0323ng ti\u00ea\u0300n ma\u0300 kha\u0301ch ha\u0300ng pha\u0309i tra\u0309 \u0111\u00ea\u0309 co\u0301 \u0111u\u031b\u01a1\u0323c sa\u0309n ph\u00e2\u0309m. Chi\u00ea\u0301n lu\u031b\u01a1\u0323c th\u01b0\u0323c s\u01b0\u0323 c\u00e2\u0300n thi\u00ea\u0301t na\u0300y co\u0301 lie\u0302n quan \u0111\u00ea\u0301n vi\u0323 th\u00ea\u0301 cu\u0309a kha\u0301ch ha\u0300ng, s\u01b0\u0323 linh hoa\u0323t cu\u0309a gia\u0301, ca\u0301c m\u1ea1\u0306t ha\u0300ng lie\u0302n quan trong m\u1ecd\u0302t do\u0300ng sa\u0309n ph\u00e2\u0309m va\u0300 ca\u0301c \u0111i\u00ea\u0300u khoa\u0309n ba\u0301n ha\u0300ng.\u00a0<\/p>\n

Co\u0301 nhi\u00ea\u0300u chi\u00ea\u0301n lu\u031b\u01a1\u0323c \u0111i\u0323nh gia\u0301 kha\u0301c nhau tu\u0300y thu\u1ecd\u0302c va\u0300o chi\u00ea\u0301n lu\u031b\u01a1\u0323c cu\u0309a doanh nghi\u1eb9\u0302p, \u0111\u1ea1\u0306c ti\u0301nh sa\u0309n ph\u00e2\u0309m, m\u01b0\u0301c \u0111\u1ecd\u0302 va\u0300 cu\u031b\u01a1\u0300ng \u0111\u1ecd\u0302 ca\u0323nh tranh trong nga\u0300nh…<\/p>\n

– Place \u2013 Ke\u0302nh pha\u0302n ph\u00f4\u0301i<\/b>\u00a0<\/p>\n

La\u0300 ca\u0301c hoa\u0323t \u0111\u1ecd\u0302ng cu\u0309a co\u0302ng ty \u0111\u00ea\u0309 \u0111u\u031ba sa\u0309n ph\u00e2\u0309m t\u01a1\u0301i tay kha\u0301ch ha\u0300ng mu\u0323c tie\u0302u. M\u1ecd\u0302t trong nh\u01b0\u0303ng quy\u00ea\u0301t \u0111i\u0323nh marketing co\u031b ba\u0309n nh\u00e2\u0301t la\u0300 l\u01b0\u0323a cho\u0323n ke\u0302nh pha\u0302n ph\u00f4\u0301i phu\u0300 h\u01a1\u0323p.<\/p>\n

– Promotion \u2013 H\u00f4\u0303 tr\u01a1\u0323 tie\u0302u thu\u0323<\/b>\u00a0<\/p>\n

La\u0300 ca\u0301c hoa\u0323t \u0111\u1ecd\u0302ng truy\u00ea\u0300n \u0111a\u0323t ca\u0301c gia\u0301 tri\u0323 cu\u0309a sa\u0309n ph\u00e2\u0309m va\u0300 thuy\u00ea\u0301t phu\u0323c \u0111\u00ea\u0309 kha\u0301ch ha\u0300ng mu\u0323c tie\u0302u mua sa\u0309n ph\u00e2\u0309m.\u00a0<\/p>\n

Chi\u00ea\u0301n lu\u031b\u01a1\u0323c h\u00f4\u0303 tr\u01a1\u0323 tie\u0302u thu\u0323 la\u0300 c\u00e2\u0300n thi\u00ea\u0301t \u0111\u00ea\u0309 k\u00ea\u0301t h\u01a1\u0323p ca\u0301c hoa\u0323t \u0111\u1ecd\u0302ng mang ti\u0301nh rie\u0302ng le\u0309 nhu\u031b qua\u0309ng ca\u0301o, ba\u0301n ha\u0300ng ca\u0301 nha\u0302n va\u0300 khuy\u00ea\u0301n ma\u0323i ba\u0301n ha\u0300ng xu\u0301c ti\u00ea\u0301n va\u0300o m\u1ecd\u0302t chi\u00ea\u0301n di\u0323ch mang ti\u0301nh ph\u00f4\u0301i h\u01a1\u0323p.<\/p>\n

M\u00f4 h\u00ecnh 4Ps m\u1edbi<\/font><\/b><\/h3>\n

G\u00e2\u0300n \u0111a\u0302y ca\u0301c nha\u0300 nghie\u0302n c\u01b0\u0301u marketing \u0111a\u0303 pha\u0301t tri\u00ea\u0309n t\u01b0\u0300 mo\u0302 hi\u0300nh 4Ps tha\u0300nh mo\u0302 hi\u0300nh 7Ps va\u0300 10Ps b\u0103\u0300ng vi\u1eb9\u0302c b\u00f4\u0309 sung m\u1ecd\u0302t s\u00f4\u0301 Ps m\u01a1\u0301i nhu\u031b sau:<\/p>\n

– People \u2013 Con ngu\u031b\u01a1\u0300i<\/b><\/p>\n

T\u00e2\u0301t ca\u0309 nh\u01b0\u0303ng nha\u0302n vie\u0302n ba\u0301n ha\u0300ng co\u0301 a\u0309nh hu\u031b\u01a1\u0309ng r\u00e2\u0301t l\u01a1\u0301n t\u01a1\u0301i nh\u1ea1\u0302n th\u01b0\u0301c cu\u0309a ngu\u031b\u01a1\u0300i mua do \u0111o\u0301 marketing du\u031b\u01a1\u0301i go\u0301c \u0111\u1ecd\u0302 nha\u0302n s\u01b0\u0323 la\u0300 vo\u0302 cu\u0300ng quan tro\u0323ng.\u00a0<\/p>\n

Chi\u0301nh sa\u0301ch nha\u0302n s\u01b0\u0323 pha\u0309i hu\u031b\u01a1\u0301ng t\u01a1\u0301i th\u01b0\u0323c hi\u1eb9\u0302n t\u00f4\u0301t nh\u00e2\u0301t di\u0323ch vu\u0323 kha\u0301ch ha\u0300ng, go\u0301p ph\u00e2\u0300n thu hu\u0301t va\u0300 gi\u01b0\u0303 cha\u0302n kha\u0301ch ha\u0300ng m\u1ecd\u0302t ca\u0301ch hi\u1eb9\u0302u qua\u0309.<\/p>\n

– Physical evidence \u2013 Co\u031b s\u01a1\u0309 v\u1ea1\u0302t ch\u00e2\u0301t<\/b>\u00a0<\/p>\n

Mo\u0302i tru\u031b\u01a1\u0300ng ma\u0300 \u01a1\u0309 \u0111o\u0301 nh\u01b0\u0303ng \u0111\u00ea\u0300 xu\u00e2\u0301t thi\u0323 tru\u031b\u01a1\u0300ng \u0111u\u031b\u01a1\u0323c th\u01b0\u0323c hi\u1eb9\u0302n va\u0300 la\u0300 no\u031bi di\u00ea\u0303n ra m\u00f4\u0301i quan h\u1eb9\u0302 tu\u031bo\u031bng ta\u0301c gi\u01b0\u0303a co\u0302ng ty va\u0300 kha\u0301ch ha\u0300ng.<\/p>\n

– Process \u2013 Qua\u0301 tri\u0300nh<\/b><\/p>\n

Nh\u01b0\u0303ng thu\u0309 tu\u0323c, co\u031b ch\u00ea\u0301 va\u0300 chu\u00f4\u0303i ca\u0301c hoa\u0323t \u0111\u1ecd\u0302ng ma\u0300 theo \u0111o\u0301 sa\u0309n ph\u00e2\u0309m\/di\u0323ch vu\u0323 \u0111u\u031b\u01a1\u0323c th\u01b0\u0323c hi\u1eb9\u0302n.<\/p>\n

– Profit \u2013 L\u01a1\u0323i nhu\u1ea1\u0302n<\/b>\u00a0<\/p>\n

L\u01a1\u0323i nhu\u1ea1\u0302n kho\u0302ng pha\u0309i la\u0300 tre\u0302n h\u00ea\u0301t. \u0110o\u0302i khi doanh nghi\u1eb9\u0302p pha\u0309i bi\u00ea\u0301t hi sinh l\u01a1\u0323i nhu\u1ea1\u0302n, th\u1ea1\u0302m chi\u0301 la\u0300 ch\u00e2\u0301p nh\u1ea1\u0302n l\u00f4\u0303 \u0111\u00ea\u0309 thu hu\u0301t va\u0300 gi\u01b0\u0303 cha\u0302n kha\u0301ch ha\u0300ng.\u00a0<\/p>\n

– Packaging \u2013 Bao go\u0301i<\/b>\u00a0<\/p>\n

Hi\u0300nh th\u01b0\u0301c va\u0300 ki\u00ea\u0309u da\u0301ng cu\u0309a bao bi\u0300 co\u0301 y\u0301 nghi\u0303a nga\u0300y ca\u0300ng l\u01a1\u0301n trong vi\u1eb9\u0302c thu hu\u0301t kha\u0301ch ha\u0300ng, v\u00e2\u0303n nh\u01b0\u0303ng sa\u0309n ph\u00e2\u0309m v\u01a1\u0301i nh\u01b0\u0303ng ti\u0301nh na\u0306ng nhu\u031b tru\u031b\u01a1\u0301c nhu\u031bng \u0111u\u031b\u01a1\u0323c bao go\u0301i b\u0103\u0301t m\u0103\u0301t va\u0300 phu\u0300 h\u01a1\u0323p ho\u031bn v\u01a1\u0301i nhu c\u00e2\u0300u kha\u0301ch ha\u0300ng se\u0303 giu\u0301p doanh nghi\u1eb9\u0302p tha\u0300nh co\u0302ng.<\/p>\n

– Masterskills \u2013 T\u00f4\u0301c \u0111\u1ecd\u0302 ti\u00ea\u0301n tri\u00ea\u0309n<\/b>\u00a0<\/p>\n

\u0110\u00ea\u0309 tho\u0309a ma\u0303n nga\u0300y ca\u0300ng t\u00f4\u0301t ho\u031bn nhu c\u00e2\u0300u ngu\u031b\u01a1\u0300i tie\u0302u du\u0300ng, doanh nghi\u1eb9\u0302p c\u00e2\u0300n bi\u00ea\u0301t ca\u0301ch ru\u0301t ng\u0103\u0301n chu k\u00ec s\u00f4\u0301ng cu\u0309a sa\u0309n ph\u00e2\u0309m b\u0103\u0300ng ca\u0301ch ca\u0309i ti\u00ea\u0301n sa\u0309n ph\u00e2\u0309m truy\u00ea\u0300n th\u00f4\u0301ng, cung c\u00e2\u0301p cho thi\u0323 tru\u031b\u01a1\u0300ng nh\u01b0\u0303ng sa\u0309n ph\u00e2\u0309m co\u0301 ti\u0301nh na\u0306ng m\u01a1\u0301i phu\u0300 h\u01a1\u0323p ho\u031bn.<\/p>\n

(T\u00e0i li\u1ec7u tham kh\u1ea3o: T\u00e0i li\u1ec7u C\u00e1c lo\u1ea1i chi\u1ebfn l\u01b0\u1ee3c c\u1ee7a doanh nghi\u1ec7p, Trung t\u00e2m \u0111\u00e0o t\u1ea1o t\u1eeb xa, Tr\u01b0\u1eddng \u0110\u1ea1i h\u1ecdc Kinh t\u1ebf Qu\u1ed1c d\u00e2n) \u00a0<\/i><\/p>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

\n Chi\u1ebfn l\u01b0\u1ee3c marketing (ti\u1ebfng Anh: Marketing strategy) l\u00e0 chi\u1ebfn l\u01b0\u1ee3c do c\u1ea5p ch\u1ee9c n\u0103ng x\u00e2y d\u1ef1ng trong ng\u1eafn h\u1ea1n, nh\u1eb1m g\u00f3p ph\u1ea7n \u0111\u1ea1t \u0111\u01b0\u1ee3c m\u1ee5c ti\u00eau \u0111\u1ec1 ra trong chi\u1ebfn l\u01b0\u1ee3c \u1edf c\u1ea5p cao h\u01a1n.\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\/29563"}],"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=29563"}],"version-history":[{"count":0,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/29563\/revisions"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=29563"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=29563"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=29563"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}