{"id":36143,"date":"2023-12-08T11:46:22","date_gmt":"2023-12-08T11:46:22","guid":{"rendered":"https:\/\/masterskills.org\/blog\/tu-tuoc-doat-doanh-thu-market-cannibalization-la-gi-vi-du-ve-hien-tuong-tu-tuoc-doat-doanh-thu.html"},"modified":"2023-12-24T21:43:00","modified_gmt":"2023-12-24T14:43:00","slug":"tu-tuoc-doat-doanh-thu-market-cannibalization-la-gi-vi-du-ve-hien-tuong-tu-tuoc-doat-doanh-thu","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/tu-tuoc-doat-doanh-thu-market-cannibalization-la-gi-vi-du-ve-hien-tuong-tu-tuoc-doat-doanh-thu.html","title":{"rendered":"T\u1ef1 t\u01b0\u1edbc \u0111o\u1ea1t doanh thu (Market Cannibalization) l\u00e0 g\u00ec? V\u00ed d\u1ee5 v\u1ec1 hi\u1ec7n t\u01b0\u1ee3ng t\u1ef1 t\u01b0\u1edbc \u0111o\u1ea1t doanh thu"},"content":{"rendered":"
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H\u00ecnh minh h\u1ecda. Ngu\u1ed3n: amazonaws.com<\/i><\/p>\n<\/div>\n<\/div>\n

T\u1ef1 t\u01b0\u1edbc \u0111o\u1ea1t doanh thu<\/font><\/h2>\n

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

T\u1ef1 t\u01b0\u1edbc \u0111o\u1ea1t doanh thu<\/b> trong ti\u1ebfng Anh l\u00e0\u00a0Market Cannibalization.<\/b><\/p>\n

Hi\u1ec7n t\u01b0\u1ee3ng t\u1ef1 t\u01b0\u1edbc \u0111o\u1ea1t doanh thu<\/i> tr\u00ean th\u1ecb tr\u01b0\u1eddng l\u00e0 s\u1ef1 m\u1ea5t doanh s\u1ed1 c\u1ee7a m\u1ed9t trong nh\u1eefng s\u1ea3n ph\u1ea9m c\u0169 khi c\u00f4ng ty cho ra m\u1eaft s\u1ea3n ph\u1ea9m m\u1edbi.<\/p>\n

Vi\u1ec7c t\u1ef1 t\u01b0\u1edbc \u0111o\u1ea1t doanh thu<\/i> c\u1ee7a s\u1ea3n ph\u1ea9m hi\u1ec7n c\u00f3 d\u1eabn \u0111\u1ebfn th\u1ecb ph\u1ea7n c\u1ee7a c\u00f4ng ty kh\u00f4ng t\u0103ng m\u1eb7c cho s\u1ef1 t\u0103ng tr\u01b0\u1edfng doanh s\u1ed1 c\u1ee7a s\u1ea3n ph\u1ea9m m\u1edbi. Hi\u1ec7n t\u01b0\u1ee3ng n\u00e0y c\u00f3 th\u1ec3 x\u1ea3y ra khi m\u1ed9t s\u1ea3n ph\u1ea9m m\u1edbi ra m\u1eaft t\u01b0\u01a1ng t\u1ef1 nh\u01b0 m\u1ed9t s\u1ea3n ph\u1ea9m hi\u1ec7n c\u00f3 v\u00e0 c\u1ea3 hai \u0111\u1ec1u c\u00f3 chung m\u1ed9t c\u01a1 s\u1edf kh\u00e1ch h\u00e0ng.\u00a0<\/p>\n

Hi\u1ec7n t\u01b0\u1ee3ng n\u00e0y c\u0169ng c\u00f3 th\u1ec3 x\u1ea3y ra khi m\u1ed9t c\u1eeda h\u00e0ng theo chu\u1ed7i ho\u1eb7c c\u1eeda h\u00e0ng th\u1ee9c \u0103n nhanh m\u1ea5t kh\u00e1ch h\u00e0ng do m\u1ed9t c\u1eeda h\u00e0ng kh\u00e1c c\u00f9ng th\u01b0\u01a1ng hi\u1ec7u m\u1edf g\u1ea7n \u0111\u00f3.<\/p>\n

T\u1ef1 t\u01b0\u1edbc \u0111o\u1ea1t doanh thu <\/i>x\u1ea3y ra khi m\u1ed9t s\u1ea3n ph\u1ea9m m\u1edbi x\u00e2m nh\u1eadp v\u00e0o th\u1ecb tr\u01b0\u1eddng hi\u1ec7n t\u1ea1i c\u1ee7a m\u1ed9t s\u1ea3n ph\u1ea9m c\u0169. B\u1eb1ng c\u00e1ch k\u00eau g\u1ecdi kh\u00e1ch h\u00e0ng hi\u1ec7n t\u1ea1i thay v\u00ec n\u1eafm b\u1eaft \u0111\u01b0\u1ee3c c\u00e1c kh\u00e1ch h\u00e0ng m\u1edbi, c\u00f4ng ty \u0111\u00e3 th\u1ea5t b\u1ea1i trong vi\u1ec7c t\u0103ng th\u1ecb ph\u1ea7n trong khi g\u1ea7n nh\u01b0 ch\u1eafc ch\u1eafn \u0111\u00e3 l\u00e0m t\u0103ng chi ph\u00ed s\u1ea3n xu\u1ea5t.<\/p>\n

Chi\u1ebfn d\u1ecbch marketing ho\u1eb7c qu\u1ea3ng c\u00e1o cho c\u00e1c s\u1ea3n ph\u1ea9m m\u1edbi c\u00f3 th\u1ec3 v\u00f4 t\u00ecnh thu h\u00fat c\u00e1c kh\u00e1ch h\u00e0ng c\u1ee7a m\u1ed9t s\u1ea3n ph\u1ea9m \u0111\u00e3 t\u1ea1o \u0111\u01b0\u1ee3c ch\u1ed7 \u0111\u1ee9ng tr\u00ean th\u1ecb tr\u01b0\u1eddng c\u1ee7a c\u00f4ng ty. Do \u0111\u00f3, hi\u1ec7n t\u01b0\u1ee3ng n\u00e0y c\u00f3 th\u1ec3 g\u00e2y \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn l\u1ee3i nhu\u1eadn c\u1ee7a c\u00f4ng ty.<\/p>\n

Tuy nhi\u00ean, t\u1ef1 t\u01b0\u1edbc \u0111o\u1ea1t doanh thu <\/i>c\u00f3 th\u1ec3 l\u00e0 m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n c\u00f3 ch\u1ee7 \u00fd nh\u1eb1m t\u0103ng tr\u01b0\u1edfng. V\u00ed d\u1ee5, m\u1ed9t chu\u1ed7i si\u00eau th\u1ecb c\u00f3 th\u1ec3 m\u1edf m\u1ed9t c\u1eeda h\u00e0ng m\u1edbi g\u1ea7n m\u1ed9t h\u00e0ng c\u0169 c\u1ee7a n\u00f3, d\u00f9 bi\u1ebft r\u1eb1ng ch\u1eafc ch\u1eafn ch\u00fang s\u1ebd c\u01b0\u1edbp \u0111o\u1ea1t doanh s\u1ed1 c\u1ee7a nhau.\u00a0<\/p>\n

Tuy nhi\u00ean, c\u1eeda h\u00e0ng m\u1edbi c\u0169ng s\u1ebd \u0111\u00e1nh c\u1eafp th\u1ecb ph\u1ea7n t\u1eeb c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh g\u1ea7n \u0111\u00f3, th\u1eadm ch\u00ed bu\u1ed9c ch\u00fang ph\u1ea3i \u0111\u00f3ng c\u1eeda.<\/p>\n

T\u1ef1 t\u01b0\u1edbc \u0111o\u1ea1t doanh thu t<\/i>rong chi\u1ebfn l\u01b0\u1ee3c marketing th\u01b0\u1eddng khi\u1ebfn nh\u1eefng nh\u00e0 ph\u00e2n t\u00edch v\u00e0 nh\u00e0 \u0111\u1ea7u t\u01b0 ch\u1ee9ng kho\u00e1n kh\u00f3 ch\u1ecbu, do h\u1ecd coi \u0111\u00e2y l\u00e0 m\u1ed9t l\u1ef1c c\u1ea3n ti\u1ec1m n\u0103ng \u0111\u1ed1i v\u1edbi l\u1ee3i nhu\u1eadn ng\u1eafn h\u1ea1n.\u00a0<\/p>\n

Khi c\u00e1c c\u00f4ng ty thi\u1ebft k\u1ebf c\u00e1c chi\u1ebfn l\u01b0\u1ee3c marketing th\u00ec c\u1ea7n ph\u1ea3i tr\u00e1nh hi\u1ec7n t\u01b0\u1ee3ng t\u1ef1 t\u01b0\u1edbc \u0111o\u1ea1t doanh thu<\/b><\/i>,<\/b> v\u00e0 vi\u1ec7c b\u00e1n s\u1ea3n ph\u1ea9m m\u1edbi c\u1ea7n \u0111\u01b0\u1ee3c gi\u00e1m s\u00e1t ch\u1eb7t ch\u1ebd \u0111\u1ec3 x\u00e1c \u0111\u1ecbnh xem hi\u1ec7n t\u01b0\u1ee3ng n\u00e0y c\u00f3 x\u1ea3y ra hay kh\u00f4ng.<\/p>\n

Khi t\u1ef1 t\u01b0\u1edbc \u0111o\u1ea1t doanh thu l\u00e0 kh\u00f4ng th\u1ec3 tr\u00e1nh kh\u1ecfi<\/b><\/p>\n

M\u1ed7i c\u1eeda h\u00e0ng b\u00e1ch h\u00f3a l\u1edbn hi\u1ec7n gi\u1edd \u0111\u1ec1u c\u00f3 trang web b\u00e1n h\u00e0ng tr\u1ef1c tuy\u1ebfn, d\u00f9 bi\u1ebft r\u00f5 r\u1eb1ng doanh s\u1ed1 c\u1ee7a n\u00f3 s\u1ebd t\u01b0\u1edbc \u0111o\u1ea1t doanh s\u1ed1 t\u1ea1i c\u00e1c c\u1eeda h\u00e0ng c\u1ee7a m\u00ecnh. H\u1ecd b\u1eaft bu\u1ed9c ph\u1ea3i l\u00e0m v\u1eady, n\u1ebfu kh\u00f4ng th\u00ec c\u00e1c nh\u00e0 b\u00e1n l\u1ebb tr\u00ean Internet s\u1ebd ti\u1ebfp t\u1ee5c chi\u1ebfm th\u1ecb ph\u1ea7n t\u1eeb h\u1ecd.<\/p>\n

V\u00ed d\u1ee5 v\u1ec1 hi\u1ec7n t\u01b0\u1ee3ng t\u1ef1 t\u01b0\u1edbc \u0111o\u1ea1t doanh thu<\/font><\/h3>\n

Apple l\u00e0 m\u1ed9t v\u00ed d\u1ee5 v\u1ec1 m\u1ed9t c\u00f4ng ty \u0111\u00e3 b\u1ecf qua nguy c\u01a1 t\u1ef1 t\u01b0\u1edbc \u0111o\u1ea1t doanh thu <\/i>\u0111\u1ec3 theo \u0111u\u1ed5i c\u00e1c m\u1ee5c ti\u00eau l\u1edbn h\u01a1n. Khi Apple ra m\u1eaft m\u1ed9t chi\u1ebfc iPhone m\u1edbi, doanh s\u1ed1 c\u1ee7a c\u00e1c m\u1eabu iPhone c\u0169 c\u1ee7a h\u1ecd ngay l\u1eadp t\u1ee9c gi\u1ea3m xu\u1ed1ng. Tuy nhi\u00ean, Apple l\u1ea1i d\u1ef1a v\u00e0o m\u1eabu \u0111i\u1ec7n tho\u1ea1i m\u1edbi \u0111\u1ec3 thu h\u00fat kh\u00e1ch h\u00e0ng hi\u1ec7n t\u1ea1i c\u1ee7a \u0111\u1ed1i th\u1ee7, l\u00e0m t\u0103ng th\u1ecb ph\u1ea7n chung.<\/p>\n

C\u00e1c c\u00f4ng ty th\u01b0\u1eddng c\u00f3 m\u1ea1o hi\u1ec3m t\u1ef1 t\u01b0\u1edbc \u0111o\u1ea1t doanh thu<\/b> v\u1edbi hi v\u1ecdng \u0111\u1ea1t \u0111\u01b0\u1ee3c s\u1ef1 ph\u1ee5c h\u1ed3i trong th\u1ecb ph\u1ea7n chung. V\u00ed d\u1ee5, m\u1ed9t c\u00f4ng ty s\u1ea3n xu\u1ea5t b\u00e1nh qui c\u00f3 th\u1ec3 gi\u1edbi thi\u1ec7u phi\u00ean b\u1ea3n \u00edt b\u00e9o ho\u1eb7c \u00edt mu\u1ed1i c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u00ecnh.\u00a0<\/p>\n

D\u00f9 bi\u1ebft r\u1eb1ng phi\u00ean b\u1ea3n m\u1edbi s\u1ebd l\u1ea5y \u0111i m\u1ed9t ph\u1ea7n doanh s\u1ed1 c\u1ee7a c\u00e1c s\u1ea3n ph\u1ea9m kh\u00e1c, nh\u01b0ng h\u1ecd hi v\u1ecdng s\u1ebd m\u1edf r\u1ed9ng th\u1ecb ph\u1ea7n c\u1ee7a m\u00ecnh b\u1eb1ng c\u00e1ch thu h\u00fat nh\u1eefng ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u00f3 \u00fd th\u1ee9c v\u1ec1 s\u1ee9c kh\u1ecfe.<\/p>\n

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

\n T\u1ef1 t\u01b0\u1edbc \u0111o\u1ea1t doanh thu (ti\u1ebfng Anh: Market Cannibalization) \u0111\u00f4i khi l\u00e0 m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c c\u00f3 ch\u1ee7 \u0111\u00edch \u0111\u1ec3 t\u0103ng s\u1ef1 c\u1ea1nh tranh, nh\u01b0ng trong nh\u1eefng tr\u01b0\u1eddng h\u1ee3p kh\u00e1c, n\u00f3 l\u00e0 s\u1ef1 th\u1ea5t b\u1ea1i khi ti\u1ebfp c\u1eadn m\u1ed9t th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau m\u1edbi.\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\/36143"}],"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=36143"}],"version-history":[{"count":1,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/36143\/revisions"}],"predecessor-version":[{"id":68724,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/36143\/revisions\/68724"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=36143"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=36143"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=36143"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}