{"id":35921,"date":"2023-12-08T11:30:51","date_gmt":"2023-12-08T11:30:51","guid":{"rendered":"https:\/\/masterskills.org\/blog\/hanh-trinh-ra-quyet-dinh-cua-nguoi-tieu-dung-cua-mckinsey-la-gi.html"},"modified":"2023-12-23T21:01:26","modified_gmt":"2023-12-23T14:01:26","slug":"hanh-trinh-ra-quyet-dinh-cua-nguoi-tieu-dung-cua-mckinsey-la-gi","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/hanh-trinh-ra-quyet-dinh-cua-nguoi-tieu-dung-cua-mckinsey-la-gi.html","title":{"rendered":"H\u00e0nh tr\u00ecnh ra quy\u1ebft \u0111\u1ecbnh c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u1ee7a McKinsey l\u00e0 g\u00ec?"},"content":{"rendered":"
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H\u00ecnh minh h\u1ecda<\/i><\/p>\n<\/figcaption><\/figure>\n

H\u00e0nh tr\u00ecnh ra quy\u1ebft \u0111\u1ecbnh c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u1ee7a McKinsey<\/font><\/h2>\n

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

H\u00e0nh tr\u00ecnh ra quy\u1ebft \u0111\u1ecbnh c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u1ee7a McKinsey<\/b> trong ti\u1ebfng Anh l\u00e0 McKinsey’s Consumer Decision Journey.<\/b><\/p>\n

H\u00e0nh tr\u00ecnh quy\u1ebft \u0111\u1ecbnh c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u1ee7a McKinsey<\/i> kh\u00e1c v\u1edbi m\u00f4 h\u00ecnh\u00a0ph\u1ec5u b\u00e1n h\u00e0ng\u00a0truy\u1ec1n th\u1ed1ng, b\u1eaft \u0111\u1ea7u t\u1eeb nh\u1eadn th\u1ee9c cho t\u1edbi quy\u1ebft \u0111\u1ecbnh c\u1ee7a kh\u00e1ch h\u00e0ng.<\/p>\n

Trong m\u00f4 h\u00ecnh c\u1ee7a McKinsey, kh\u00e1ch h\u00e0ng b\u1eaft \u0111\u1ea7u b\u1eb1ng vi\u1ec7c xem x\u00e9t c\u00e1c th\u01b0\u01a1ng hi\u1ec7u m\u00e0 h\u1ecd \u0111\u00e3 quen thu\u1ed9c, chuy\u1ec3n sang \u0111\u00e1nh gi\u00e1 t\u00edch c\u1ef1c v\u1ec1 c\u00e1c th\u01b0\u01a1ng hi\u1ec7u \u0111\u00f3 v\u00e0 mua h\u00e0ng. Tr\u1ea3i nghi\u1ec7m sau khi mua l\u00e0 m\u1ed9t \u0111i\u1ec3m ch\u1ea1m c\u00f3 th\u1ec3 gi\u1eef ng\u01b0\u1eddi ti\u00eau d\u00f9ng trong v\u00f2ng l\u1eb7p trung th\u00e0nh quay l\u1ea1i mua m\u1ed9t m\u1eb7t h\u00e0ng kh\u00e1c c\u1ee7a c\u00f9ng c\u00f4ng ty.<\/p>\n

4 giai \u0111o\u1ea1n trong h\u00e0nh tr\u00ecnh ra quy\u1ebft \u0111\u1ecbnh c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u1ee7a McKinsey<\/font><\/h3>\n

1. C\u00e2n nh\u1eafc ban \u0111\u1ea7u<\/p>\n

Khi c\u00e2n nh\u1eafc vi\u1ec7c mua h\u00e0ng, ng\u01b0\u1eddi ti\u00eau d\u00f9ng b\u1eaft \u0111\u1ea7u v\u1edbi m\u1ed9t s\u1ed1 th\u01b0\u01a1ng hi\u1ec7u, d\u1ef1a tr\u00ean c\u00e1c th\u00f4ng \u0111i\u1ec7p marketing, \u0111i\u1ec3m ch\u1ea1m v\u00e0 nh\u1eefng l\u1ea7n t\u1eebng ti\u1ebfp x\u00fac v\u1edbi m\u1ed9t v\u00e0i th\u01b0\u01a1ng hi\u1ec7u n\u1ed5i b\u1eadt. Thay v\u00ec thu th\u1eadp nhi\u1ec1u th\u00f4ng tin v\u00e0 th\u1ef1c hi\u1ec7n nhi\u1ec1u nghi\u00ean c\u1ee9u, ng\u01b0\u1eddi ti\u00eau d\u00f9ng b\u1eaft \u0111\u1ea7u qui tr\u00ecnh mua h\u00e0ng v\u1edbi vi\u1ec7c xem x\u00e9t m\u1ed9t s\u1ed1 \u1ee9ng c\u1eed vi\u00ean ch\u1ecdn l\u1ecdc.<\/p>\n

2. Ch\u1ee7 \u0111\u1ed9ng \u0111\u00e1nh gi\u00e1<\/p>\n

Do \u0111\u00e3 \u0111\u01b0\u1ee3c trang b\u1ecb th\u00f4ng tin v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u th\u00f4ng qua nh\u1eefng th\u00f4ng \u0111i\u1ec7p truy\u1ec1n th\u00f4ng trong cu\u1ed9c s\u1ed1ng h\u00e0ng ng\u00e0y, ch\u1ee7 \u0111\u1ed9ng \u0111\u00e1nh gi\u00e1 c\u00f3 ngh\u0129a l\u00e0 ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111\u00e3 chuy\u1ec3n sang giai \u0111o\u1ea1n \u0111\u00e1nh gi\u00e1 s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 c\u1ee7a m\u1ed9t c\u00f4ng ty so v\u1edbi \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh c\u1ee7a n\u00f3. Ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u00f3 th\u1ec3 lo\u1ea1i b\u1ecf ho\u1eb7c th\u00eam c\u00e2n nh\u1eafc th\u00eam c\u00e1c th\u01b0\u01a1ng hi\u1ec7u kh\u00e1c khi h\u1ecd \u0111\u00e1nh gi\u00e1 c\u00e1c l\u1ef1a ch\u1ecdn hi\u1ec7n th\u1eddi.<\/p>\n

3. Th\u1eddi \u0111i\u1ec3m mua h\u00e0ng<\/p>\n

\u0110\u00e2y l\u00e0 khi ng\u01b0\u1eddi ti\u00eau d\u00f9ng ch\u1ecdn m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u v\u00e0 mua h\u00e0ng. Kh\u00e1c v\u1edbi ph\u1ec5u b\u00e1n h\u00e0ng, m\u00f4 h\u00ecnh c\u1ee7a McKinsey kh\u00f4ng t\u00e1ch bi\u1ec7t b\u01b0\u1edbc quy\u1ebft \u0111\u1ecbnh v\u1edbi b\u01b0\u1edbc mua h\u00e0ng.<\/p>\n

4. Tr\u1ea3i nghi\u1ec7m sau khi mua h\u00e0ng<\/p>\n

Sau khi mua m\u1ed9t s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5, ng\u01b0\u1eddi ti\u00eau d\u00f9ng s\u1ebd d\u1ef1a v\u00e0o kinh nghi\u1ec7m v\u1eeba c\u00f3 \u0111\u01b0\u1ee3c \u0111\u1ec3 x\u00e2y d\u1ef1ng k\u00ec v\u1ecdng cho l\u1ea7n mua h\u00e0ng ti\u1ebfp theo, v\u00e0 quy\u1ebft \u0111\u1ecbnh xem li\u1ec7u c\u00f3 mua th\u00eam s\u1ea3n ph\u1ea9m t\u1eeb c\u00f4ng ty \u0111\u00f3 hay kh\u00f4ng.<\/p>\n

V\u00f2ng l\u1eb7p trong h\u00e0nh tr\u00ecnh ra quy\u1ebft \u0111\u1ecbnh c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u1ee7a McKinsey<\/font><\/h4>\n

S\u1ef1 kh\u00e1c bi\u1ec7t n\u1ed5i b\u1eadt nh\u1ea5t gi\u1eefa ph\u1ec5u b\u00e1n h\u00e0ng v\u00e0 h\u00e0nh tr\u00ecnh ra quy\u1ebft \u0111\u1ecbnh c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u1ee7a McKinsey l\u00e0 h\u00ecnh d\u1ea1ng c\u1ee7a h\u00e0nh tr\u00ecnh.\u00a0<\/p>\n

Ph\u01b0\u01a1ng ph\u00e1p ph\u1ec5u mua h\u00e0ng l\u00e0 m\u1ed9t h\u00e0nh tr\u00ecnh t\u1eebng b\u01b0\u1edbc tu\u1ea7n t\u1ef1 v\u1edbi \u0111i\u1ec3m b\u1eaft \u0111\u1ea7u v\u00e0 \u0111i\u1ec3m k\u1ebft th\u00fac. M\u00f4 h\u00ecnh McKinsey nh\u1ea5n m\u1ea1nh v\u00e0o t\u00ednh ch\u1ea5t tu\u1ea7n ho\u00e0n c\u1ee7a tr\u1ea3i nghi\u1ec7m c\u1ee7a ng\u01b0\u1eddi mua, v\u1edbi v\u00f2ng l\u1eb7p t\u1eeb tr\u1ea3i nghi\u1ec7m sau khi mua cho t\u1edbi m\u1ed9t l\u1ea7n mua h\u00e0ng kh\u00e1c.<\/p>\n

V\u00f2ng l\u1eb7p t\u1eadp trung v\u00e0o s\u1ef1 ti\u1ebfp x\u00fac li\u00ean t\u1ee5c c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u1edbi th\u01b0\u01a1ng hi\u1ec7u ho\u1eb7c c\u00e1c \u0111i\u1ec3m ch\u1ea1m, v\u00ed d\u1ee5 nh\u01b0 tr\u1ea3i nghi\u1ec7m d\u1ecbch v\u1ee5 kh\u00e1ch h\u00e0ng, t\u01b0\u01a1ng t\u00e1c v\u1edbi ph\u01b0\u01a1ng ti\u1ec7n truy\u1ec1n th\u00f4ng x\u00e3 h\u1ed9i v\u00e0 c\u00e1c th\u00f4ng \u0111i\u1ec7p marketing nh\u01b0 b\u1ea3n tin email v\u00e0 qu\u1ea3ng c\u00e1o tr\u1ef1c tuy\u1ebfn.<\/p>\n

\u0110\u00f3 l\u00e0 l\u00ed do t\u1ea1i sao tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng t\u00edch c\u1ef1c, d\u1ecbch v\u1ee5 kh\u00e1ch h\u00e0ng ch\u1ea5t l\u01b0\u1ee3ng v\u00e0 t\u01b0\u01a1ng t\u00e1c gi\u1eefa th\u01b0\u01a1ng hi\u1ec7u v\u00e0 ng\u01b0\u1eddi ti\u00eau d\u00f9ng r\u1ea5t quan tr\u1ecdng. Ch\u00fang gi\u1eef ch\u00e2n ng\u01b0\u1eddi ti\u00eau d\u00f9ng trong v\u00f2ng l\u1eb7p trung th\u00e0nh t\u1eeb l\u1ea7n mua h\u00e0ng n\u00e0y sang l\u1ea7n mua h\u00e0ng ti\u1ebfp theo.<\/p>\n

(Theo study.com)<\/i><\/p>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

\n H\u00e0nh tr\u00ecnh ra quy\u1ebft \u0111\u1ecbnh c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u1ee7a McKinsey (ti\u1ebfng Anh: McKinsey’s Consumer Decision Journey) nh\u1ea5n m\u1ea1nh tr\u1ea3i nghi\u1ec7m sau khi mua h\u00e0ng s\u1ebd \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn vi\u1ec7c kh\u00e1ch h\u00e0ng quay l\u1ea1i mua th\u00eam s\u1ea3n ph\u1ea9m c\u00f9ng th\u01b0\u01a1ng hi\u1ec7u, t\u1ea1o ra v\u00f2ng l\u1eb7p.\n <\/div>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[422],"tags":[],"_links":{"self":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/35921"}],"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=35921"}],"version-history":[{"count":1,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/35921\/revisions"}],"predecessor-version":[{"id":68610,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/35921\/revisions\/68610"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=35921"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=35921"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=35921"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}