{"id":35937,"date":"2023-12-08T11:32:14","date_gmt":"2023-12-08T11:32:14","guid":{"rendered":"https:\/\/masterskills.org\/blog\/dinh-gia-dua-vao-khach-hang-customer-driven-pricing-la-gi.html"},"modified":"2023-12-23T21:01:33","modified_gmt":"2023-12-23T14:01:33","slug":"dinh-gia-dua-vao-khach-hang-customer-driven-pricing-la-gi","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/dinh-gia-dua-vao-khach-hang-customer-driven-pricing-la-gi.html","title":{"rendered":"\u0110\u1ecbnh gi\u00e1 d\u1ef1a v\u00e0o kh\u00e1ch h\u00e0ng (Customer-Driven Pricing) l\u00e0 g\u00ec?"},"content":{"rendered":"
\n
\n
<\/div>
\n

H\u00ecnh minh h\u1ecda<\/p>\n<\/figcaption><\/figure>\n

\u0110\u1ecbnh gi\u00e1 d\u1ef1a v\u00e0o kh\u00e1ch h\u00e0ng (Customer-Driven Pricing)<\/font><\/h2>\n

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

\u0110\u1ecbnh gi\u00e1 d\u1ef1a v\u00e0o kh\u00e1ch h\u00e0ng<\/b> trong ti\u1ebfng Anh Customer-Driven Pricing<\/b>.<\/p>\n

M\u1ed9t trong nh\u1eefng quy\u1ebft \u0111\u1ecbnh quan tr\u1ecdng m\u00e0 c\u00e1c doanh nghi\u1ec7p th\u01b0\u1eddng ph\u1ea3i \u0111\u1ed1i m\u1eb7t l\u00e0 thi\u1ebft l\u1eadp gi\u00e1. Ba chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ecbnh gi\u00e1 ch\u00ednh m\u00e0 c\u00e1c doanh nghi\u1ec7p th\u01b0\u1eddng \u00e1p d\u1ee5ng \u0111\u00f3 l\u00e0 \u0111\u1ecbnh gi\u00e1 d\u1ef1a v\u00e0o chi ph\u00ed, \u0111\u1ecbnh gi\u00e1 d\u1ef1a v\u00e0o c\u1ea1nh tranh v\u00e0 \u0111\u1ecbnh gi\u00e1 d\u1ef1a v\u00e0o kh\u00e1ch h\u00e0ng.<\/p>\n

\u0110\u1ecbnh gi\u00e1 d\u1ef1a v\u00e0o kh\u00e1ch h\u00e0ng l\u00e0 vi\u1ec7c doanh nghi\u1ec7p thi\u1ebft l\u1eadp gi\u00e1 d\u1ef1a v\u00e0o gi\u00e1 tr\u1ecb c\u1ea3m nh\u1eadn c\u1ee7a kh\u00e1ch h\u00e0ng \u0111\u1ed1i v\u1edbi h\u00e0ng h\u00f3a ho\u1eb7c d\u1ecbch v\u1ee5 c\u1ee7a c\u00f4ng ty.<\/p>\n

\u0110\u1eb7c tr\u01b0ng c\u1ee7a ph\u01b0\u01a1ng ph\u00e1p \u0111\u1ecbnh gi\u00e1 d\u1ef1a v\u00e0o kh\u00e1ch h\u00e0ng<\/font><\/h3>\n

– Ph\u01b0\u01a1ng ph\u00e1p \u0111\u1ecbnh gi\u00e1 d\u1ef1a v\u00e0o kh\u00e1ch h\u00e0ng<\/b> d\u1ef1a tr\u00ean c\u01a1 s\u1edf kh\u00e1ch h\u00e0ng s\u1ebd thay \u0111\u1ed5i th\u00f3i quen ti\u00eau d\u00f9ng t\u00f9y thu\u1ed9c v\u00e0o gi\u00e1 c\u1ee7a h\u00e0ng h\u00f3a, d\u1ecbch v\u1ee5 v\u00e0 c\u00e1c kh\u00e1ch h\u00e0ng kh\u00e1c nhau s\u1eb5n s\u00e0ng tr\u1ea3 c\u00e1c m\u1ee9c gi\u00e1 kh\u00e1c nhau \u0111\u1ec3 c\u00f3 \u0111\u01b0\u1ee3c s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 c\u1ee7a m\u1ed9t doanh nghi\u1ec7p.<\/p>\n

– \u0110\u1ec3 th\u1ef1c hi\u1ec7n ph\u01b0\u01a1ng ph\u00e1p \u0111\u1ecbnh gi\u00e1 d\u1ef1a v\u00e0o kh\u00e1ch h\u00e0ng, doanh nghi\u1ec7p c\u1ea7n xem x\u00e9t nh\u1eadn th\u1ee9c c\u1ee7a kh\u00e1ch h\u00e0ng v\u1ec1 gi\u00e1 tr\u1ecb s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 (ch\u1ee9 kh\u00f4ng ph\u1ea3i ph\u00ed t\u1ed5n c\u1ee7a ng\u01b0\u1eddi b\u00e1n) l\u00e0 ch\u00eca kh\u00f3a \u0111\u1ec3 \u0111\u1ecbnh gi\u00e1.<\/p>\n

– Gi\u00e1 tr\u1ecb ti\u00eau d\u00f9ng \u0111\u1ed1i v\u1edbi s\u1ea3n ph\u1ea9m l\u00e0 s\u1ef1 \u0111\u00e1nh gi\u00e1 c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u1ec1 kh\u1ea3 n\u0103ng c\u1ee7a n\u00f3 trong vi\u1ec7c th\u1ecfa m\u00e3n nh\u1eefng nhu c\u1ea7u v\u00e0 \u01b0\u1edbc mu\u1ed1n \u0111\u1ed1i v\u1edbi h\u1ecd.<\/p>\n

– Doanh nghi\u1ec7p s\u1eed d\u1ee5ng nh\u1eefng y\u1ebfu t\u1ed1 phi gi\u00e1 trong Marketing-mix \u0111\u1ec3 x\u00e2y d\u1ef1ng gi\u00e1 tr\u1ecb \u0111\u01b0\u1ee3c c\u1ea3m nh\u1eadn trong t\u00e2m tr\u00ed c\u1ee7a ng\u01b0\u1eddi mua.<\/p>\n

L\u01b0u \u00fd:<\/b><\/p>\n

Theo Zeithaml (1988), c\u00f3 4 c\u00e1ch nh\u1eadn th\u1ee9c c\u1ee7a kh\u00e1ch h\u00e0ng v\u1ec1 gi\u00e1 tr\u1ecb d\u1ecbch v\u1ee5:<\/p>\n

1) D\u1ecbch v\u1ee5 ch\u1ec9 c\u00f3 gi\u00e1 tr\u1ecb khi n\u00f3 \u0111\u01b0\u1ee3c ch\u00e0o b\u00e1n v\u1edbi gi\u00e1 th\u1ea5p.<\/p>\n

2) Gi\u00e1 tr\u1ecb l\u00e0 m\u1ecdi \u0111i\u1ec1u t\u00f4i mu\u1ed1n t\u1eeb d\u1ecbch v\u1ee5.<\/p>\n

3) Gi\u00e1 tr\u1ecb l\u00e0 ch\u1ea5t l\u01b0\u1ee3ng d\u1ecbch v\u1ee5 t\u00f4i nh\u1eadn \u0111\u01b0\u1ee3c cho c\u00e1i gi\u00e1 t\u00f4i tr\u1ea3.<\/p>\n

4) Gi\u00e1 tr\u1ecb l\u00e0 nh\u1eefng c\u00e1i nh\u1eadn \u0111\u01b0\u1ee3c t\u1eeb nh\u1eefng c\u00e1i cho \u0111i.<\/p>\n

\u01afu \u0111i\u1ec3m, h\u1ea1n ch\u1ebf c\u1ee7a ph\u01b0\u01a1ng ph\u00e1p \u0111\u1ecbnh gi\u00e1 d\u1ef1a v\u00e0o kh\u00e1ch h\u00e0ng<\/font><\/h3>\n

\u01afu \u0111i\u1ec3m<\/b><\/p>\n

– Gi\u00e1 s\u1ebd ph\u00f9 h\u1ee3p nhu c\u1ea7u v\u00e0 \u0111\u01b0\u1ee3c ch\u1ea5p nh\u1eadn b\u1edfi \u0111a s\u1ed1 kh\u00e1ch h\u00e0ng tr\u00ean th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau.<\/p>\n

H\u1ea1n ch\u1ebf<\/b><\/p>\n

– R\u1ea5t kh\u00f3 \u0111\u1ec3 t\u00ecm ra \u0111\u01b0\u1ee3c m\u1ee9c gi\u00e1 g\u1eafn li\u1ec1n v\u1edbi quy\u1ebft \u0111\u1ecbnh mua v\u00e0 h\u00e0nh vi mua c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng.<\/p>\n

– Vi\u1ec7c qu\u00e1 ch\u00fa \u00fd \u0111\u1ebfn kh\u00e1ch h\u00e0ng d\u1eabn \u0111\u1ebfn b\u1ecf qua y\u1ebfu t\u1ed1 chi ph\u00ed hay b\u1ecf qua y\u1ebfu t\u1ed1 c\u1ea1nh tranh tr\u00ean th\u1ecb tr\u01b0\u1eddng<\/p>\n

(T\u00e0i li\u1ec7u tham kh\u1ea3o: Investopedia; timtailieu.vn<\/i>)<\/i><\/p>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

\n \u0110\u1ecbnh gi\u00e1 d\u1ef1a v\u00e0o kh\u00e1ch h\u00e0ng (ti\u1ebfng Anh: Customer-Driven Pricing) l\u00e0 vi\u1ec7c doanh nghi\u1ec7p thi\u1ebft l\u1eadp gi\u00e1 d\u1ef1a v\u00e0o gi\u00e1 tr\u1ecb c\u1ea3m nh\u1eadn c\u1ee7a kh\u00e1ch h\u00e0ng \u0111\u1ed1i v\u1edbi h\u00e0ng h\u00f3a ho\u1eb7c d\u1ecbch v\u1ee5 c\u1ee7a c\u00f4ng ty.\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\/35937"}],"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=35937"}],"version-history":[{"count":1,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/35937\/revisions"}],"predecessor-version":[{"id":68618,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/35937\/revisions\/68618"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=35937"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=35937"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=35937"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}