{"id":35969,"date":"2023-12-08T11:34:14","date_gmt":"2023-12-08T11:34:14","guid":{"rendered":"https:\/\/masterskills.org\/blog\/he-thong-thong-tin-marketing-quoc-te-international-marketing-information-system-imis-la-gi.html"},"modified":"2023-12-23T21:01:35","modified_gmt":"2023-12-23T14:01:35","slug":"he-thong-thong-tin-marketing-quoc-te-international-marketing-information-system-imis-la-gi","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/he-thong-thong-tin-marketing-quoc-te-international-marketing-information-system-imis-la-gi.html","title":{"rendered":"H\u1ec7 th\u1ed1ng th\u00f4ng tin Marketing qu\u1ed1c t\u1ebf (International Marketing Information System – IMIS) l\u00e0 g\u00ec?"},"content":{"rendered":"
\n
\n
<\/div>\n
\n

H\u00ecnh minh h\u1ecda (Ngu\u1ed3n: Snapseed.exe)<\/p>\n<\/div>\n<\/div>\n

H\u1ec7 th\u1ed1ng th\u00f4ng tin Marketing qu\u1ed1c t\u1ebf\u00a0<\/font><\/h2>\n

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

H\u1ec7 th\u1ed1ng th\u00f4ng tin Marketing qu\u1ed1c t\u1ebf <\/b>trong ti\u1ebfng Anh l\u00e0 International Marketing Information System, <\/b>vi\u1ebft t\u1eaft l\u00e0\u00a0IMIS<\/b>.<\/p>\n

Theo Hi\u1ec7p h\u1ed9i marketing M\u1ef9, h\u1ec7 th\u1ed1ng th\u00f4ng tin marketing qu\u1ed1c t\u1ebf<\/b> bao g\u1ed3m vi\u1ec7c thu th\u1eadp th\u00f4ng tin m\u1ed9t c\u00e1ch c\u00f3 h\u1ec7 th\u1ed1ng, l\u01b0u tr\u1eef v\u00e0 x\u1eed l\u00ed th\u00f4ng tin v\u1ec1 nh\u1eefng v\u1ea5n \u0111\u1ec1 li\u00ean quan t\u1edbi marketing s\u1ea3n ph\u1ea9m v\u00e0 d\u1ecbch v\u1ee5.<\/p>\n

\u0110\u1ecbnh ngh\u0129a n\u00e0y \u0111\u01b0a ra s\u1ef1 m\u00f4 t\u1ea3 h\u1eefu \u00edch v\u1ec1 b\u1ea3n ch\u1ea5t c\u1ee7a nghi\u00ean c\u1ee9u marketing nh\u01b0ng s\u1ebd l\u00e0 sai l\u1ea7m n\u1ebfu coi r\u1eb1ng nghi\u00ean c\u1ee9u marketing bao g\u1ed3m ph\u00e2n t\u00edch tr\u01b0\u1edbc nghi\u00ean c\u1ee9u, \u0111\u00f3 l\u00e0 kh\u00eda c\u1ea1nh quan tr\u1ecdng c\u1ee7a qu\u00e1 tr\u00ecnh nghi\u00ean c\u1ee9u.\u00a0<\/p>\n

Tr\u01b0\u1edbc khi thu th\u1eadp d\u1eef li\u1ec7u, y\u00eau c\u1ea7u ph\u1ea3i l\u1eadp k\u1ebf ho\u1ea1ch c\u1ea9n th\u1eadn \u0111\u1ec3 x\u00e1c \u0111\u1ecbnh lo\u1ea1i th\u00f4ng tin c\u1ea7n thi\u1ebft v\u00e0 m\u1ee5c \u0111\u00edch c\u1ee7a lo\u1ea1i th\u00f4ng tin n\u00e0y. N\u1ebfu kh\u00f4ng c\u00f3 nh\u1eefng ho\u1ea1t \u0111\u1ed9ng tr\u01b0\u1edbc khi nghi\u00ean c\u1ee9u th\u00ec s\u1ebd r\u1ea5t nguy hi\u1ec3m v\u1edbi nh\u1eefng th\u00f4ng tin quan tr\u1ecdng c\u00f3 th\u1ec3 kh\u00f4ng thu th\u1eadp \u0111\u01b0\u1ee3c v\u00e0 nh\u1eefng th\u00f4ng tin thu th\u1eadp \u0111\u01b0\u1ee3c s\u1ebd tr\u1edf th\u00e0nh v\u1ee5 ngh\u0129a ho\u1eb7c kh\u00f4ng c\u00f2n ph\u00f9 h\u1ee3p n\u1eefa.<\/p>\n

Ph\u1ea1m vi nghi\u00ean c\u1ee9u h\u1ec7 th\u1ed1ng th\u00f4ng tin Marketing qu\u1ed1c t\u1ebf – IMIS<\/font><\/h3>\n

\u0110i\u1ec3m kh\u00e1c bi\u1ec7t c\u0103n b\u1ea3n gi\u1eefa nghi\u00ean c\u1ee9u marketing n\u01b0\u1edbc ngo\u00e0i v\u00e0 trong n\u01b0\u1edbc l\u00e0 ph\u1ea1m vi m\u1edf r\u1ed9ng c\u1ea7n thi\u1ebft \u0111\u1ed1i v\u1edbi nghi\u00ean c\u1ee9u t\u1ea1i n\u01b0\u1edbc ngo\u00e0i.\u00a0<\/p>\n

Vi\u1ec7c nghi\u00ean c\u1ee9u c\u1ea7n \u0111\u01b0\u1ee3c chia th\u00e0nh 3 lo\u1ea1i d\u1ef1a tr\u00ean nhu c\u1ea7u s\u1eed d\u1ee5ng th\u00f4ng tin:\u00a0<\/p>\n

– M\u1ed9t l\u00e0 nh\u1eefng th\u00f4ng tin c\u1ea7n thi\u1ebft v\u1ec1 \u0111\u1ea5t n\u01b0\u1edbc, v\u1ec1 khu v\u1ef1c v\u00e0 th\u1ecb tr\u01b0\u1eddng;\u00a0<\/p>\n

– Hai l\u00e0 th\u00f4ng tin c\u1ea7n thi\u1ebft \u0111\u1ec3 d\u1ef1 \u0111o\u00e1n nh\u1eefng y\u00eau c\u1ea7u marketing trong t\u01b0\u01a1ng lai d\u1ef1a tr\u00ean nh\u1eefng xu h\u01b0\u1edbng x\u00e3 h\u1ed9i, kinh t\u1ebf, ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u1edf nh\u1eefng qu\u1ed1c gia hay nh\u1eefng th\u1ecb tr\u01b0\u1eddng ri\u00eang bi\u1ec7t;\u00a0<\/p>\n

– Ba l\u00e0 nh\u1eefng th\u00f4ng tin v\u1ec1 th\u1ecb tr\u01b0\u1eddng ri\u00eang bi\u1ec7t \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng \u0111\u1ec3 \u0111\u01b0a ra c\u00e1c quy\u1ebft \u0111\u1ecbnh v\u1ec1 gi\u00e1, ph\u00e2n ph\u1ed1i, x\u00fac ti\u1ebfn h\u1ed7 tr\u1ee3 kinh doanh v\u00e0 v\u1ec1 th\u1ecb tr\u01b0\u1eddng v\u00e0 ph\u00e1t tri\u1ec3n nh\u1eefng k\u1ebf ho\u1ea1ch v\u1ec1 marketing.\u00a0<\/p>\n

\u0110\u1ed1i v\u1edbi nh\u1eefng ho\u1ea1t \u0111\u1ed9ng n\u1ed9i \u0111\u1ecba, vi\u1ec7c thu th\u1eadp th\u00f4ng tin ch\u1ee7 y\u1ebfu t\u1eadp trung v\u00e0o lo\u1ea1i th\u00f4ng tin th\u1ee9 3 b\u1edfi v\u00ec nh\u1eefng d\u1eef li\u1ec7u kh\u00e1c l\u1ea1i r\u1ea5t s\u1eb5n c\u00f3 t\u1eeb nh\u1eefng ngu\u1ed3n th\u1ee9 c\u1ea5p.<\/p>\n

S\u1ef1 \u1ed5n \u0111\u1ecbnh v\u1ec1 ch\u00ednh tr\u1ecb, thu\u1ed9c t\u00ednh v\u0103n ho\u00e1, \u0111\u1eb7c \u0111i\u1ec3m \u0111\u1ecba l\u00ed c\u1ee7a m\u1ed9t n\u01b0\u1edbc l\u00e0 m\u1ed9t trong s\u1ed1 nh\u1eefng th\u00f4ng tin th\u01b0\u1eddng kh\u00f4ng \u0111\u01b0\u1ee3c ph\u00f2ng nghi\u00ean c\u1ee9u marketing c\u1ee7a m\u1ed9t c\u00f4ng ty n\u1ed9i \u0111\u1ecba quan t\u00e2m nh\u01b0ng ch\u00fang l\u1ea1i \u0111\u01b0\u1ee3c d\u00f9ng \u0111\u1ec3 \u0111\u00e1nh gi\u00e1 m\u1ed9t th\u1ecb tr\u01b0\u1eddng n\u01b0\u1edbc ngo\u00e0i.\u00a0<\/p>\n

Ph\u1ea1m vi r\u1ed9ng l\u1edbn h\u01a1n c\u1ee7a vi\u1ec7c nghi\u00ean c\u1ee9u marketing qu\u1ed1c t\u1ebf \u0111\u01b0\u1ee3c ph\u1ea3n \u00e1nh trong nh\u1eefng b\u01b0\u1edbc k\u1ebf ho\u1ea1ch c\u1ee7a c\u00f4ng ty Unisys trong \u0111\u00f3 c\u00f3 thu th\u1eadp v\u00e0 \u0111\u00e1nh gi\u00e1 th\u00f4ng tin bao g\u1ed3m:<\/p>\n

V\u1ec1 kinh t\u1ebf:<\/i><\/b> Nh\u1eefng d\u1eef li\u1ec7u t\u1ed5ng qu\u00e1t v\u1ec1 t\u0103ng tr\u01b0\u1edfng kinh t\u1ebf, l\u1ea1m ph\u00e1t, c\u00e1c xu h\u01b0\u1edbng v\u00e0 \u0111\u1eb7c t\u00ednh c\u1ee7a chu k\u00ec kinh doanh; ph\u00e2n t\u00edch v\u1ec1 kh\u1ea3 n\u0103ng l\u00e3i su\u1ea5t c\u1ee7a s\u1ea3n ph\u1ea9m; nghi\u00ean c\u1ee9u kinh t\u1ebf ng\u00e0nh ri\u00eang bi\u1ec7t, ph\u00e2n t\u00edch c\u00e1c n\u1ec1n kinh t\u1ebf n\u01b0\u1edbc ngo\u00e0i; v\u00e0 nh\u1eefng ch\u1ec9 d\u1eabn kinh t\u1ebf ch\u1ee7 ch\u1ed1t \u0111\u1ed1i v\u1edbi Hoa K\u00ec v\u00e0 m\u1ed9t s\u1ed1 qu\u1ed1c gia kh\u00e1c.<\/p>\n

M\u00f4i tr\u01b0\u1eddng ch\u00ednh tr\u1ecb v\u00e0 x\u00e3 h\u1ed9i:<\/i><\/b> M\u1ed9t t\u1ea7m nh\u00ecn phi kinh t\u1ebf n\u00f3i chung v\u1ec1 c\u00e1c \u0111i\u1ec1u ki\u1ec7n c\u00f3 \u1ea3nh h\u01b0\u1edfng t\u1edbi c\u00f4ng vi\u1ec7c kinh doanh c\u1ee7a c\u00f4ng ty. Th\u00eam v\u00e0o m\u1ed9t s\u1ed1 nh\u1eefng \u0111\u1ed1i t\u01b0\u1ee3ng, n\u00f3 c\u0169ng bao g\u1ed3m v\u1ea5n \u0111\u1ec1 sinh th\u00e1i, th\u1eddi gian r\u1ea3nh r\u1ed7i, t\u00ednh an to\u00e0n v\u00e0 nh\u1eefng \u1ea3nh h\u01b0\u1edfng ti\u1ec1m n\u0103ng \u0111\u1ed1i v\u1edbi vi\u1ec7c kinh doanh c\u1ee7a c\u00f4ng ty.<\/p>\n

Kh\u00e1i qu\u00e1t v\u1ec1 c\u00e1c \u0111i\u1ec1u ki\u1ec7n c\u1ee7a th\u1ecb tr\u01b0\u1eddng. B\u1ea3n ph\u00e2n t\u00edch chi ti\u1ebft nh\u1eefng \u0111i\u1ec1u ki\u1ec7n th\u1ecb tr\u01b0\u1eddng m\u00e0 c\u00f4ng ty quan t\u00e2m b\u1edfi nh\u1eefng ph\u00e2n \u0111o\u1ea1n th\u1ecb tr\u01b0\u1eddng trong \u0111\u00f3 bao g\u1ed3m y\u1ebfu t\u1ed1 qu\u1ed1c t\u1ebf.<\/p>\n

B\u1ea3n t\u00f3m t\u1eaft m\u00f4i tr\u01b0\u1eddng k\u0129 thu\u1eadt: <\/i><\/b>B\u1ea3n t\u00f3m t\u1eaft v\u1ec1 c\u00f4ng ngh\u1ec7 “v\u1ecb th\u1ebf c\u1ee7a ngh\u1ec7 thu\u1eadt” b\u1edfi v\u00ec n\u00f3 li\u00ean quan \u0111\u1ebfn vi\u1ec7c kinh doanh c\u1ee7a c\u00f4ng ty v\u00e0 b\u1edfi s\u1ef1 r\u1ea1n n\u1ee9t c\u1ee7a c\u00e1c ph\u00e2n \u0111o\u1ea1n s\u1ea3n ph\u1ea9m<\/p>\n

Quan \u0111i\u1ec3m v\u1ec1 th\u1ecb ph\u1ea7n c\u1ee7a c\u00e1c nh\u00e0 c\u1ea1nh tranh, c\u00e1c ph\u01b0\u01a1ng ph\u00e1p ph\u00e2n \u0111o\u1ea1n th\u1ecb tr\u01b0\u1eddng, s\u1ea3n ph\u1ea9m v\u00e0 nh\u1eefng chi\u1ebfn l\u01b0\u1ee3c r\u00f5 r\u00e0ng v\u1ec1 ph\u1ea1m vi marketing qu\u1ed1c t\u1ebf.<\/p>\n

Th\u00f4ng tin mang t\u00ednh chi\u1ec1u s\u00e2u c\u00f3 vai tr\u00f2 quan tr\u1ecdng \u0111\u1ed1i v\u1edbi vi\u1ec7c ra quy\u1ebft \u0111\u1ecbnh \u0111\u00fang \u0111\u1eafn v\u1ec1 marketing. \u0110\u1ed1i v\u1edbi nh\u00e0 nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng n\u1ed9i \u0111\u1ecba, nh\u1eefng th\u00f4ng tin nh\u01b0 v\u1eady l\u00e0 r\u1ea5t c\u1ea7n thi\u1ebft sau nhi\u1ec1u n\u0103m l\u00e0m vi\u1ec7c t\u1ea1i m\u1ed9t th\u1ecb tr\u01b0\u1eddng n\u00e0o \u0111\u00f3 nh\u01b0ng \u1edf th\u1ecb tr\u01b0\u1eddng n\u01b0\u1edbc ngo\u00e0i nh\u1eefng th\u00f4ng tin n\u00e0y c\u1ea7n ph\u1ea3i \u0111\u01b0\u1ee3c thu th\u1eadp cho m\u1ed7i m\u1ed9t th\u1ecb tr\u01b0\u1eddng m\u1edbi.<\/p>\n

(T\u00e0i li\u1ec7u tham kh\u1ea3o: Gi\u00e1o tr\u00ecnh Marketing qu\u1ed1c t\u1ebf, NXB Lao \u0111\u1ed9ng \u2013 X\u00e3 h\u1ed9i)<\/i><\/p>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

\n Khi m\u1ee9c thu nh\u1eadp c\u1ee7a ng\u01b0\u1eddi d\u00e2n \u0111\u01b0\u1ee3c n\u00e2ng cao, ng\u01b0\u1eddi mua c\u00e0ng tr\u1edf n\u00ean kh\u00f3 t\u00ednh khi l\u1ef1a ch\u1ecdn h\u00e0ng h\u00f3a \u0111\u1ec3 th\u1ecfa m\u00e3n nhu c\u1ea7u ri\u00eang c\u00f3. Do \u0111\u00f3, ng\u01b0\u1eddi b\u00e1n h\u00e0ng c\u00e0ng kh\u00f3 d\u1ef1 \u0111o\u00e1n \u0111\u01b0\u1ee3c ph\u1ea3n \u1ee9ng c\u1ee7a ng\u01b0\u1eddi mua \u0111\u1ed1i v\u1edbi c\u00e1c t\u00ednh n\u0103ng, h\u00ecnh th\u1ee9c v\u00e0 c\u00e1c t\u00ednh ch\u1ea5t kh\u00e1c c\u1ee7a h\u00e0ng h\u00f3a. V\u00ec v\u1eady h\u1ec7 th\u1ed1ng th\u00f4ng tin Marketing qu\u1ed1c t\u1ebf \u0111\u00f3ng vai tr\u00f2 r\u1ea5t quan tr\u1ecdng.\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\/35969"}],"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=35969"}],"version-history":[{"count":1,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/35969\/revisions"}],"predecessor-version":[{"id":68632,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/35969\/revisions\/68632"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=35969"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=35969"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=35969"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}