{"id":36016,"date":"2023-12-08T11:37:15","date_gmt":"2023-12-08T11:37:15","guid":{"rendered":"https:\/\/masterskills.org\/blog\/dinh-gia-dua-tren-moi-quan-he-relationship-based-pricing-la-gi.html"},"modified":"2023-12-23T21:03:14","modified_gmt":"2023-12-23T14:03:14","slug":"dinh-gia-dua-tren-moi-quan-he-relationship-based-pricing-la-gi","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/dinh-gia-dua-tren-moi-quan-he-relationship-based-pricing-la-gi.html","title":{"rendered":"\u0110\u1ecbnh gi\u00e1 d\u1ef1a tr\u00ean m\u1ed1i quan h\u1ec7 (Relationship-based pricing) l\u00e0 g\u00ec?"},"content":{"rendered":"
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H\u00ecnh minh h\u1ecda. Ngu\u1ed3n: Finacle<\/p>\n<\/div>\n<\/div>\n

\u0110\u1ecbnh gi\u00e1 d\u1ef1a tr\u00ean m\u1ed1i quan h\u1ec7 (Relationship-based pricing)<\/font><\/h2>\n

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

\u0110\u1ecbnh gi\u00e1 d\u1ef1a tr\u00ean m\u1ed1i quan h\u1ec7<\/b> trong ti\u1ebfng Anh l\u00e0 Relationship-based pricing<\/b>. \u0110\u1ecbnh gi\u00e1 d\u1ef1a tr\u00ean m\u1ed1i quan h\u1ec7<\/i> \u0111\u01b0\u1ee3c \u00e1p d\u1ee5ng ph\u1ed5 bi\u1ebfn trong l\u0129nh v\u1ef1c ng\u00e2n h\u00e0ng.<\/p>\n

Trong ng\u00e0nh ng\u00e2n h\u00e0ng, chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ecbnh gi\u00e1 d\u1ef1a tr\u00ean m\u1ed1i quan h\u1ec7<\/i> c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng \u0111\u1ec3 nu\u00f4i d\u01b0\u1ee1ng h\u01a1n n\u1eefa m\u1ed1i quan h\u1ec7 gi\u1eefa ng\u00e2n h\u00e0ng v\u00e0 kh\u00e1ch h\u00e0ng hi\u1ec7n t\u1ea1i. Theo \u0111\u00f3, ng\u00e2n h\u00e0ng c\u00f3 th\u1ec3 \u0111\u1ecbnh gi\u00e1 kh\u00e1c nhau ph\u1ee5 thu\u1ed9c v\u00e0o th\u1eddi gian v\u00e0 s\u1ed1 l\u01b0\u1ee3ng d\u1ecbch v\u1ee5 kh\u00e1ch h\u00e0ng s\u1eed d\u1ee5ng. Th\u1eadm ch\u00ed, nhi\u1ec1u ng\u00e2n h\u00e0ng c\u00f2n mi\u1ec5n ph\u00ed m\u1ed9t s\u1ed1 d\u1ecbch v\u1ee5 khi kh\u00e1ch h\u00e0ng \u0111\u00e3 s\u1eed d\u1ee5ng tr\u01b0\u1edbc \u0111\u00f3.<\/p>\n

C\u01a1 s\u1edf c\u1ee7a chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ecbnh gi\u00e1 d\u1ef1a tr\u00ean m\u1ed1i quan h\u1ec7<\/font><\/h3>\n

L\u1eadp lu\u1eadn c\u1ee7a nh\u1eefng nh\u00e0 marketing l\u1ef1a ch\u1ecdn chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ecbnh gi\u00e1 d\u1ef1a tr\u00ean m\u1ed1i quan h\u1ec7<\/i> l\u00e0 nh\u1ea5n m\u1ea1nh v\u00e0o l\u1ee3i \u00edch c\u1ee7a vi\u1ec7c x\u00e2y d\u1ef1ng m\u1ed1i quan h\u1ec7. L\u1ee3i \u00edch \u0111\u00f3 ch\u00ednh l\u00e0 l\u00f2ng trung th\u00e0nh c\u1ee7a kh\u00e1ch h\u00e0ng.<\/p>\n

M\u1ed9t khi kh\u00e1ch h\u00e0ng s\u1eed d\u1ee5ng nhi\u1ec1u d\u1ecbch v\u1ee5 v\u00e0 g\u1eafn b\u00f3 h\u01a1n v\u1edbi doanh nghi\u1ec7p, h\u1ecd s\u1ebd ph\u1ee5 thu\u1ed9c v\u00e0o doanh nghi\u1ec7p cung c\u1ea5p d\u1ecbch v\u1ee5 nhi\u1ec1u h\u01a1n v\u00e0 theo \u0111\u00f3, kh\u1ea3 n\u0103ng r\u1eddi b\u1ecf doanh nghi\u1ec7p sang s\u1eed d\u1ee5ng d\u1ecbch v\u1ee5 c\u1ee7a \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh l\u00e0 \u00edt h\u01a1n.<\/p>\n

Tr\u00ean th\u1ef1c t\u1ebf, chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ecbnh gi\u00e1 d\u1ef1a tr\u00ean m\u1ed1i quan h\u1ec7 ng\u00e0y nay \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng kh\u00e1 ph\u1ed5 bi\u1ebfn trong l\u0129nh v\u1ef1c d\u1ecbch v\u1ee5.<\/p>\n

T\u1ea1i sao n\u00ean s\u1eed d\u1ee5ng chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ecbnh gi\u00e1 d\u1ef1a tr\u00ean m\u1ed1i quan h\u1ec7?<\/font><\/h3>\n

Hoffman & Bateson (1997) cho r\u1eb1ng chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ecbnh gi\u00e1 \u0111\u1ecbnh gi\u00e1 d\u1ef1a tr\u00ean m\u1ed1i quan h\u1ec7<\/b> \u0111\u01b0\u1ee3c \u00e1p d\u1ee5ng v\u00ec hai l\u00ed do ch\u00ednh:<\/p>\n

– L\u00ed do th\u1ee9 nh\u1ea5t l\u00e0 v\u00ec doanh nghi\u1ec7p d\u1ecbch v\u1ee5 lu\u00f4n mu\u1ed1n c\u00f3 \u0111\u01b0\u1ee3c kh\u00e1ch h\u00e0ng s\u1eed d\u1ee5ng d\u1ecbch v\u1ee5 trong m\u1ed9t kho\u1ea3ng th\u1eddi gian d\u00e0i h\u1ea1n v\u1edbi nh\u1eefng cam k\u1ebft nh\u1ea5t \u0111\u1ecbnh (s\u1eed d\u1ee5ng d\u1ecbch v\u1ee5 theo h\u1ee3p \u0111\u1ed3ng k\u00ed k\u1ebft d\u00e0i h\u1ea1n).<\/p>\n

N\u1ebfu c\u00f3 \u0111\u01b0\u1ee3c s\u1ef1 cam k\u1ebft s\u1eed d\u1ee5ng d\u1ecbch v\u1ee5 li\u00ean t\u1ee5c l\u00e2u d\u00e0i c\u1ee7a kh\u00e1ch h\u00e0ng (nhi\u1ec1u kh\u00e1ch h\u00e0ng) doanh nghi\u1ec7p d\u1ecbch v\u1ee5 c\u00f3 th\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c t\u00ednh kinh t\u1ebf theo qui m\u00f4 v\u00e0 ti\u1ebft ki\u1ec7m chi ph\u00ed (chi ph\u00ed ti\u1ebfp c\u1eadn v\u00e0 truy\u1ec1n th\u00f4ng marketing nh\u1eb1m thuy\u1ebft ph\u1ee5c kh\u00e1ch h\u00e0ng s\u1eed d\u1ee5ng d\u1ecbch v\u1ee5).<\/p>\n

Qua \u0111\u00f3, doanh nghi\u1ec7p d\u1ecbch v\u1ee5 c\u00f3 th\u1ec3 c\u00f3 nhi\u1ec1u c\u01a1 h\u1ed9i \u0111\u1ec3 c\u1ea3i thi\u1ec7n hi\u1ec7u su\u1ea5t l\u1ee3i nhu\u1eadn. Ngo\u00e0i ra, doanh nghi\u1ec7p d\u1ecbch v\u1ee5 c\u0169ng c\u00f3 th\u1ec3 khai th\u00e1c nh\u1eefng ngu\u1ed3n thu th\u00eam t\u1eeb vi\u1ec7c c\u00f3 kh\u00e1ch h\u00e0ng l\u00e2u d\u00e0i. Ch\u1eb3ng h\u1ea1n, khi kh\u00e1ch h\u00e0ng s\u1eed d\u1ee5ng d\u1ecbch v\u1ee5 l\u00e2u d\u00e0i, doanh nghi\u1ec7p d\u1ecbch v\u1ee5 c\u00f3 th\u1ec3 ch\u00e0o b\u00e1n cho h\u1ecd nh\u1eefng d\u1ecbch v\u1ee5 m\u1edbi.<\/p>\n

– L\u00ed do th\u1ee9 hai m\u00e0 c\u00e1c doanh nghi\u1ec7p d\u1ecbch v\u1ee5 hay \u00e1p d\u1ee5ng chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ecbnh gi\u00e1 n\u00e0y l\u00e0 h\u1ecd lu\u00f4n cung c\u1ea5p nhi\u1ec1u h\u01a1n m\u1ed9t d\u1ecbch v\u1ee5 cho m\u1ed9t kh\u00e1ch h\u00e0ng. Trong tr\u01b0\u1eddng h\u1ee3p n\u00e0y, doanh nghi\u1ec7p c\u00f3 th\u1ec3 \u0111\u1ecbnh gi\u00e1 theo g\u00f3i d\u1ecbch v\u1ee5 hay h\u1ed7n h\u1ee3p d\u1ecbch v\u1ee5 cung c\u1ea5p cho kh\u00e1ch h\u00e0ng.<\/p>\n

Hay n\u00f3i c\u00e1ch kh\u00e1c, \u0111\u00e2y l\u00e0 chi\u1ebfn l\u01b0\u1ee3c m\u00e0 theo \u0111\u00f3, doanh nghi\u1ec7p d\u1ecbch v\u1ee5 x\u00e1c \u0111\u1ecbnh ra m\u1ed9t gi\u00e1 chung cho m\u1ed9t g\u00f3i g\u1ed3m hai hay nhi\u1ec1u h\u01a1n c\u00e1c d\u1ecbch v\u1ee5. Chi\u1ebfn l\u01b0\u1ee3c n\u00e0y \u0111\u01b0\u1ee3c \u00e1p d\u1ee5ng nh\u1eb1m b\u00e1n k\u00e8m theo c\u00e1c d\u1ecbch v\u1ee5.<\/p>\n

(T\u00e0i li\u1ec7u tham kh\u1ea3o: Qu\u1ea3n tr\u1ecb kinh doanh d\u1ecbch v\u1ee5 t\u1eeb g\u00f3c nh\u00ecn marketing, NXB Th\u00f4ng tin v\u00e0 Truy\u1ec1n th\u00f4ng)<\/i><\/p>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

\n \u0110\u1ecbnh gi\u00e1 d\u1ef1a tr\u00ean m\u1ed1i quan h\u1ec7 (ti\u1ebfng Anh: Relationship-based pricing) \u0111\u01b0\u1ee3c \u00e1p d\u1ee5ng ph\u1ed5 bi\u1ebfn trong l\u0129nh v\u1ef1c ng\u00e2n h\u00e0ng. Theo \u0111\u00f3, ng\u00e2n h\u00e0ng c\u00f3 th\u1ec3 \u0111\u1ecbnh gi\u00e1 kh\u00e1c nhau ph\u1ee5 thu\u1ed9c v\u00e0o th\u1eddi gian v\u00e0 s\u1ed1 l\u01b0\u1ee3ng d\u1ecbch v\u1ee5 kh\u00e1ch h\u00e0ng s\u1eed d\u1ee5ng.\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\/36016"}],"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=36016"}],"version-history":[{"count":1,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/36016\/revisions"}],"predecessor-version":[{"id":68661,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/36016\/revisions\/68661"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=36016"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=36016"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=36016"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}