{"id":29653,"date":"2023-12-07T07:46:57","date_gmt":"2023-12-07T07:46:57","guid":{"rendered":"https:\/\/masterskills.org\/blog\/mo-hinh-kinh-doanh-business-model-la-gi-2.html"},"modified":"2023-12-23T06:10:10","modified_gmt":"2023-12-22T23:10:10","slug":"mo-hinh-kinh-doanh-business-model-la-gi-2","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/mo-hinh-kinh-doanh-business-model-la-gi-2.html","title":{"rendered":"M\u00f4 h\u00ecnh kinh doanh (Business Model) l\u00e0 g\u00ec?"},"content":{"rendered":"
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M\u00f4 h\u00ecnh kinh doanh l\u00e0 g\u00ec? (H\u00ecnh minh h\u1ecda. Ngu\u1ed3n: Disruptive Advertising)<\/p>\n<\/div>\n<\/div>\n

Kh\u00e1i ni\u1ec7m M\u00f4 h\u00ecnh kinh doanh<\/font><\/h3>\n

M\u00f4 h\u00ecnh kinh doanh<\/b>\u00a0trong ti\u1ebfng Anh g\u1ecdi l\u00e0 Business Model. \u0110\u00e2y l\u00e0 m\u1ed9t thu\u1eadt ng\u1eef b\u1eaft \u0111\u1ea7u ph\u1ed5 bi\u1ebfn v\u00e0o nh\u1eefng n\u0103m 90 c\u1ee7a th\u1ebf k\u1ec9 20 v\u00e0 ng\u00e0y c\u00e0ng nh\u1eadn \u0111\u01b0\u1ee3c s\u1ef1 quan t\u00e2m c\u1ee7a c\u00e1c nh\u00e0 nghi\u00ean c\u1ee9u h\u1ecdc thu\u1eadt c\u0169ng nh\u01b0 nghi\u00ean c\u1ee9u \u1ee9ng d\u1ee5ng.\u00a0<\/p>\n

\u0110\u00e2y l\u00e0 m\u1ed9t kh\u00e1i ni\u1ec7m tr\u1eebu t\u01b0\u1ee3ng v\u00e0 ch\u01b0a c\u00f3 m\u1ed9t s\u1ef1 th\u1ed1ng nh\u1ea5t n\u00e0o c\u1ee7a c\u00e1c nh\u00e0 nghi\u00ean c\u1ee9u, m\u1ed7i ng\u01b0\u1eddi l\u1ea1i ti\u1ebfp c\u1eadn\u00a0m\u00f4 h\u00ecnh kinh doanh\u00a0theo m\u1ee5c \u0111\u00edch nghi\u00ean c\u1ee9u ri\u00eang c\u1ee7a m\u00ecnh. Do \u0111\u00f3, m\u00f4 h\u00ecnh kinh doanh \u0111\u01b0\u1ee3c hi\u1ec3u theo r\u1ea5t nhi\u1ec1u c\u00e1ch kh\u00e1c nhau.<\/p>\n

Trong s\u1ed1 \u0111\u00f3, m\u00f4 h\u00ecnh kinh doanh c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c \u0111\u1ecbnh ngh\u0129a nh\u01b0 sau:<\/p>\n

“M\u00f4 h\u00ecnh kinh doanh c\u1ee7a\u00a0doanh nghi\u1ec7p\u00a0l\u00e0 m\u1ed9t \u0111\u1ea1i di\u1ec7n \u0111\u01a1n gi\u1ea3n h\u00f3a l\u00ed lu\u1eadn kinh doanh c\u1ee7a doanh nghi\u1ec7p \u0111\u00f3. N\u00f3 m\u00f4 t\u1ea3 doanh nghi\u1ec7p ch\u00e0o b\u00e1n c\u00e1i g\u00ec cho kh\u00e1ch h\u00e0ng, l\u00e0m sao doanh nghi\u1ec7p t\u00ecm \u0111\u1ebfn v\u00e0 thi\u1ebft l\u1eadp quan h\u1ec7 v\u1edbi kh\u00e1ch h\u00e0ng, qua nh\u1eefng ngu\u1ed3n n\u00e0o, nh\u1eefng ho\u1ea1t \u0111\u1ed9ng v\u00e0 \u0111\u1ed1i t\u00e1c n\u00e0o \u0111\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c \u0111i\u1ec1u \u0111\u00f3 v\u00e0 cu\u1ed1i c\u00f9ng l\u00e0, doanh nghi\u1ec7p \u0111\u00f3 t\u1ea1o ra l\u1ee3i nhu\u1eadn b\u1eb1ng c\u00e1ch n\u00e0o”. (Theo “How to Describe and Improve your Business Model to Compete Better”, 2004 c\u1ee7a\u00a0Alexander Osterwalder)<\/i><\/p>\n

ho\u1eb7c “M\u00f4 h\u00ecnh kinh doanh c\u1ee7a doanh nghi\u1ec7p l\u00e0 m\u1ed9t k\u1ebf ho\u1ea1ch hay m\u1ed9t h\u00ecnh m\u1eabu m\u00f4 t\u1ea3 doanh nghi\u1ec7p \u0111\u00f3 c\u1ea1nh tranh, s\u1eed d\u1ee5ng nh\u1eefng ngu\u1ed3n l\u1ef1c, c\u00e1c quan h\u1ec7 v\u1edbi kh\u00e1ch h\u00e0ng v\u00e0 l\u1ee3i nhu\u1eadn c\u1ee7a doanh nghi\u1ec7p nh\u01b0 th\u1ebf n\u00e0o \u0111\u1ec3 t\u1ed3n t\u1ea1i v\u00e0 ph\u00e1t tri\u1ec3n”. (Theo “Entrepreneurship: Successfully Launching New Ventures”, 2005 c\u1ee7a Bruce R. Barringer,\u00a0R. Duane Ireland)<\/i><\/p>\n

C\u00e1c y\u1ebfu t\u1ed1 c\u1ea5u th\u00e0nh m\u00f4 h\u00ecnh kinh doanh\u00a0<\/font><\/h3>\n
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S\u01a1 \u0111\u1ed3 (1): M\u00f4 h\u00ecnh kinh doanh. Ngu\u1ed3n: Supporting Business Model Modelling: A Compromise between Creativity and Constraints, 2010<\/p>\n<\/div>\n<\/div>\n

M\u1ed9t m\u00f4 h\u00ecnh kinh doanh th\u01b0\u1eddng \u0111\u00f3ng vai tr\u00f2 trung gian trong vi\u1ec7c k\u1ebft n\u1ed1i gi\u1eefa hai l\u0129nh v\u1ef1c \u0111\u1ea7u v\u00e0o k\u0129 thu\u1eadt<\/i> (Technical inputs) v\u00e0 \u0111\u1ea7u ra kinh t\u1ebf<\/i> (Economics outputs) c\u1ee7a m\u1ed9t doanh nghi\u1ec7p. \u0110\u1ec3 th\u1ef1c hi\u1ec7n \u0111\u01b0\u1ee3c \u0111i\u1ec1u \u0111\u00f3, m\u1ed9t m\u00f4 h\u00ecnh kinh doanh c\u1ea7n ph\u1ea3i bao g\u1ed3m 4 tr\u1ee5 c\u1ed9t v\u1edbi 9 nh\u00e2n t\u1ed1 sau \u0111\u00e2y:<\/p>\n

– Qu\u1ea3n tr\u1ecb c\u01a1 s\u1edf h\u1ea1 t\u1ea7ng (Khu v\u1ef1c ho\u1ea1t \u0111\u1ed9ng): ho\u1ea1t \u0111\u1ed9ng ch\u00ednh, n\u0103ng l\u1ef1c c\u1ea1nh tranh c\u1ed1t l\u00f5i v\u00e0 m\u1ea1ng l\u01b0\u1edbi \u0111\u1ed1i t\u00e1c<\/p>\n

– S\u1ea3n ph\u1ea9m (Khu v\u1ef1c s\u1ea3n ph\u1ea9m\/D\u1ecbch v\u1ee5): gi\u00e1 tr\u1ecb \u0111\u1ec1 ngh\u1ecb<\/p>\n

– Kh\u00e1ch h\u00e0ng (Khu v\u1ef1c kh\u00e1ch h\u00e0ng): kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau, k\u00eanh ph\u00e2n ph\u1ed1i v\u00e0 quan h\u1ec7 kh\u00e1ch h\u00e0ng<\/p>\n

–\u00a0 T\u00e0i ch\u00ednh (Khu v\u1ef1c t\u00e0i ch\u00ednh): c\u1ea5u tr\u00fac chi ph\u00ed v\u00e0 m\u00f4 h\u00ecnh doanh thu<\/p>\n

Nh\u00ecn v\u00e0o s\u01a1 \u0111\u1ed3 (1), ta th\u1ea5y m\u00f4 h\u00ecnh n\u00e0y \u0111\u01b0\u1ee3c chia l\u00e0m 4 kh\u1ed1i, trong \u0111\u00f3:<\/p>\n

1. Khu v\u1ef1c ho\u1ea1t \u0111\u1ed9ng<\/b> bao g\u1ed3m 3 nh\u00e2n t\u1ed1: C\u00e1c ngu\u1ed3n l\u1ef1c ch\u00ednh, m\u1ea1ng l\u01b0\u1edbi \u0111\u1ed1i t\u00e1c v\u00e0 c\u00e1c ho\u1ea1t \u0111\u1ed9ng ch\u00ednh.<\/p>\n

C\u00e1c ngu\u1ed3n l\u1ef1c ch\u00ednh<\/i>: hay c\u00f2n g\u1ecdi l\u00e0 kh\u1ea3 n\u0103ng cung c\u1ea5p s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 c\u1ee7a doanh nghi\u1ec7p. Trong m\u1ed9t l\u0129nh v\u1ef1c, ng\u00e0nh ngh\u1ec1 kinh doanh, doanh nghi\u1ec7p mu\u1ed1n th\u00e0nh c\u00f4ng th\u00ec ph\u1ea3i c\u00f3 m\u1ed9t s\u1ed1 n\u0103ng l\u1ef1c c\u1ed1t l\u00f5i nh\u1ea5t \u0111\u1ecbnh, ch\u00ednh nh\u1eefng ngu\u1ed3n l\u1ef1c n\u00e0y t\u1ea1o n\u00ean l\u1ee3i th\u1ebf c\u1ea1nh tranh c\u1ee7a doanh nghi\u1ec7p.\u00a0<\/p>\n

M\u1ea1ng l\u01b0\u1edbi \u0111\u1ed1i t\u00e1c<\/i>: bao g\u1ed3m nh\u1eefng t\u1ed5 ch\u1ee9c c\u00f3 quan h\u1ec7 h\u1ee3p t\u00e1c v\u1edbi doanh nghi\u1ec7p. C\u00e1c \u0111\u1ed1i t\u00e1c h\u1ee3p t\u00e1c v\u1edbi nhau \u0111\u1ec3 chia s\u1ebb, b\u1ed5 sung v\u00e0 khu\u1ebfch \u0111\u1ea1i c\u00e1c ngu\u1ed3n l\u1ef1c c\u1ee7a nhau \u0111\u1ec3 t\u1ea1o ra n\u0103ng l\u1ef1c c\u1ea1nh tranh b\u1ed5 sung m\u1edbi.\u00a0<\/p>\n

C\u00e1c ho\u1ea1t \u0111\u1ed9ng ch\u00ednh<\/i>: \u0111\u1ec3 th\u1ef1c hi\u1ec7n m\u1ed9t m\u00f4 h\u00ecnh kinh doanh, doanh nghi\u1ec7p c\u1ea7n th\u1ef1c hi\u1ec7n m\u1ed9t s\u1ed1 ho\u1ea1t \u0111\u1ed9ng ch\u1ee7 ch\u1ed1t. Doanh nghi\u1ec7p c\u00f3 th\u1ec3 t\u1ef1 th\u1ef1c hi\u1ec7n c\u00e1c ho\u1ea1t \u0111\u1ed9ng n\u00e0y ho\u1eb7c th\u00f4ng qua m\u1ed9t m\u1ea1ng l\u01b0\u1edbi \u0111\u1ed1i t\u00e1c kh\u00e1c.<\/p>\n

2. Khu v\u1ef1c s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5<\/b>: Gi\u00e1 tr\u1ecb \u0111\u1ec1 ngh\u1ecb<\/p>\n

Khu v\u1ef1c n\u00e0y g\u1ed3m m\u1ed9t nh\u00e2n t\u1ed1 \u0111\u1ec1 xu\u1ea5t v\u1ec1 gi\u00e1 tr\u1ecb hay tuy\u00ean b\u1ed1 v\u1ec1 gi\u00e1 tr\u1ecb. \u0110\u00f3 l\u00e0 l\u1eddi kh\u1eafng \u0111\u1ecbnh v\u1ec1 gi\u00e1 tr\u1ecb\/l\u1ee3i \u00edch c\u1ee7a s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5 m\u00e0 doanh nghi\u1ec7p s\u1ebd \u0111em l\u1ea1i cho kh\u00e1ch h\u00e0ng. \u0110i\u1ec1u n\u00e0y s\u1ebd thu h\u00fat kh\u00e1ch h\u00e0ng v\u00e0 khi\u1ebfn cho kh\u00e1ch h\u00e0ng b\u1ecf ti\u1ec1n ra \u0111\u1ec3 ti\u00eau d\u00f9ng s\u1ea3n ph\u1ea9m ho\u1eb7c s\u1eed d\u1ee5ng d\u1ecbch v\u1ee5. \u0110\u1ec1 xu\u1ea5t gi\u00e1 tr\u1ecb n\u00e0y s\u1ebd ph\u00e1c h\u1ecda ra nh\u1eefng g\u00f3i s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 c\u1ee5 th\u1ec3 cho t\u1eebng ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng c\u1ee7a doanh nghi\u1ec7p.<\/p>\n

3. Khu v\u1ef1c kh\u00e1ch h\u00e0ng<\/b> bao g\u1ed3m 3 nh\u00e2n t\u1ed1: Ph\u00e2n \u0111o\u1ea1n kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau, k\u00eanh ph\u00e2n ph\u1ed1i v\u00e0 quan h\u1ec7 kh\u00e1ch h\u00e0ng<\/p>\n

Ph\u00e2n \u0111o\u1ea1n kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau<\/i>: l\u00e0 \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng ch\u00ednh m\u00e0 doanh nghi\u1ec7p h\u01b0\u1edbng \u0111\u1ebfn, ch\u00ednh nh\u1eefng kh\u00e1ch h\u00e0ng n\u00e0y quy\u1ebft \u0111\u1ecbnh s\u1ef1 s\u1ed1ng c\u00f2n c\u1ee7a doanh nghi\u1ec7p th\u00f4ng qua h\u00e0nh vi mua h\u00e0ng. M\u00f4 h\u00ecnh kinh doanh c\u1ea7n ph\u1ea3i m\u00f4 t\u1ea3 r\u00f5 v\u00e0 th\u1ec3 hi\u1ec7n s\u1ef1 th\u1ea5u hi\u1ec3u \u0111\u1ed1i v\u1edbi m\u1ed7i nh\u00f3m kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau v\u00e0 nh\u1eadn bi\u1ebft \u0111\u01b0\u1ee3c nh\u00f3m kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng c\u0169ng nh\u01b0 nhu c\u1ea7u c\u1ee7a h\u1ecd.\u00a0<\/p>\n

K\u00eanh ph\u00e2n ph\u1ed1i<\/i>: l\u00e0 k\u00eanh m\u00e0 doanh nghi\u1ec7p th\u00f4ng qua \u0111\u00f3 \u0111\u1ec3 b\u00e1n s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5; l\u00e0 s\u1ef1 k\u1ebft n\u1ed1i gi\u1eefa doanh nghi\u1ec7p, nh\u1eefng \u0111\u1ec1 xu\u1ea5t gi\u00e1 tr\u1ecb c\u1ee7a doanh nghi\u1ec7p v\u1edbi kh\u00e1ch h\u00e0ng c\u1ee7a n\u00f3. K\u00eanh ph\u00e2n ph\u1ed1i v\u00e0 li\u00ean l\u1ea1c ng\u00e0y c\u00e0ng tr\u1edf n\u00ean quan tr\u1ecdng v\u00e0 c\u1ea7n thi\u1ebft h\u01a1n trong vi\u1ec7c thi\u1ebft k\u1ebf m\u00f4 h\u00ecnh kinh doanh. M\u1ed9t k\u00eanh ph\u00e2n ph\u1ed1i hi\u1ec7u qu\u1ea3 l\u00e0 m\u1ed9t s\u1ef1 kh\u00e1c bi\u1ec7t l\u1edbn v\u00e0 t\u1ea1o l\u1ee3i th\u1ebf t\u1ed1t cho doanh nghi\u1ec7p c\u1ea1nh tranh.<\/p>\n

Quan h\u1ec7 kh\u00e1ch h\u00e0ng<\/i>: l\u00e0 h\u00ecnh th\u1ee9c k\u1ebft n\u1ed1i, t\u01b0\u01a1ng t\u00e1c, s\u1ee3i d\u00e2y g\u1eafn k\u1ebft gi\u1eefa doanh nghi\u1ec7p v\u1edbi kh\u00e1ch h\u00e0ng. Vi\u1ec7c qu\u1ea3n tr\u1ecb m\u1ed1i quan h\u1ec7 kh\u00e1ch h\u00e0ng trong m\u00f4 h\u00ecnh kinh doanh l\u00e0 \u0111i\u1ec1u c\u1ed1t y\u1ebfu \u0111\u1ec3 th\u1ecfa m\u00e3n s\u1ef1 mong \u0111\u1ee3i c\u1ee7a kh\u00e1ch h\u00e0ng. Kh\u00e1ch h\u00e0ng \u1edf c\u00e1c ph\u00e2n kh\u00fac kh\u00e1c nhau s\u1ebd c\u00f3 nh\u1eefng mong mu\u1ed1n kh\u00e1c nhau v\u1ec1 m\u1ed1i quan h\u1ec7 v\u1edbi doanh nghi\u1ec7p.<\/p>\n

4. Khu v\u1ef1c t\u00e0i ch\u00ednh<\/b> bao g\u1ed3m hai nh\u00e2n t\u1ed1: C\u1ea5u tr\u00fac chi ph\u00ed v\u00e0 doanh thu.<\/p>\n

C\u1ea5u tr\u00fac chi ph\u00ed<\/i>: nh\u1eefng chi ph\u00ed c\u1ea7n thi\u1ebft m\u00e0 doanh nghi\u1ec7p ph\u1ea3i ch\u1ecbu khi v\u1eadn h\u00e0nh m\u00f4 h\u00ecnh kinh doanh. \u0110\u00e2y l\u00e0 k\u1ebft qu\u1ea3 t\u1eeb c\u00e1c th\u00e0nh ph\u1ea7n kh\u00e1c nhau c\u1ee7a m\u00f4 h\u00ecnh hay n\u00f3i c\u00e1ch kh\u00e1c m\u1ed7i chi ph\u00ed c\u00f3 th\u1ec3 truy ng\u01b0\u1ee3c l\u1ea1i t\u1eeb c\u00e1c th\u00e0nh ph\u1ea7n kh\u00e1c nhau c\u1ee7a m\u00f4 h\u00ecnh kinh doanh.\u00a0<\/p>\n

Doanh thu<\/i>: l\u00e0 ngu\u1ed3n m\u00e0 qua \u0111\u00f3 doanh nghi\u1ec7p s\u1ebd c\u00f3 \u0111\u01b0\u1ee3c thu nh\u1eadp t\u1eeb kh\u00e1ch h\u00e0ng nh\u1edd gi\u00e1 tr\u1ecb t\u1ea1o ra v\u00e0 nh\u1eefng ho\u1ea1t \u0111\u1ed9ng ti\u1ebfp x\u00fac v\u1edbi kh\u00e1ch h\u00e0ng. C\u00e1c ngu\u1ed3n doanh thu n\u00e0y \u0111\u1ebfn t\u1eeb m\u1ed9t ho\u1eb7c m\u1ed9t v\u00e0i ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng, nh\u1eefng ng\u01b0\u1eddi s\u1eb5n s\u00e0ng tr\u1ea3 ti\u1ec1n cho nh\u1eefng gi\u00e1 tr\u1ecb m\u00e0 h\u1ecd nh\u1eadn \u0111\u01b0\u1ee3c t\u1eeb doanh nghi\u1ec7p.\u00a0<\/p>\n

(T\u00e0i li\u1ec7u tham kh\u1ea3o: Gi\u00e1o tr\u00ecnh Qu\u1ea3n tr\u1ecb kinh doanh, NXB \u0110\u1ea1i h\u1ecdc Kinh t\u1ebf Qu\u1ed1c d\u00e2n)<\/i><\/p>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

\n M\u00f4 h\u00ecnh kinh doanh (ti\u1ebfng Anh: Business Model) \u0111\u00f3ng vai tr\u00f2 trung gian, n\u1ebfu thi\u1ebft k\u1ebf t\u1ed1t s\u1ebd k\u1ebft n\u1ed1i \u0111\u01b0\u1ee3c hai l\u0129nh v\u1ef1c \u0111\u1ea7u v\u00e0o k\u0129 thu\u1eadt v\u00e0 \u0111\u1ea7u ra kinh t\u1ebf, c\u00f3 t\u00e1c \u0111\u1ed9ng n\u00e2ng cao hi\u1ec7u qu\u1ea3 ho\u1ea1t \u0111\u1ed9ng s\u1ea3n xu\u1ea5t kinh doanh c\u1ee7a doanh nghi\u1ec7p.\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\/29653"}],"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=29653"}],"version-history":[{"count":0,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/29653\/revisions"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=29653"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=29653"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=29653"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}