{"id":36200,"date":"2023-12-08T11:50:37","date_gmt":"2023-12-08T11:50:37","guid":{"rendered":"https:\/\/masterskills.org\/blog\/chien-luoc-xuc-tien-hon-hop-promotion-mix-la-gi-cac-buoc-tien-hanh.html"},"modified":"2023-12-24T21:43:17","modified_gmt":"2023-12-24T14:43:17","slug":"chien-luoc-xuc-tien-hon-hop-promotion-mix-la-gi-cac-buoc-tien-hanh","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/chien-luoc-xuc-tien-hon-hop-promotion-mix-la-gi-cac-buoc-tien-hanh.html","title":{"rendered":"Chi\u1ebfn l\u01b0\u1ee3c x\u00fac ti\u1ebfn h\u1ed7n h\u1ee3p (Promotion mix) l\u00e0 g\u00ec? C\u00e1c b\u01b0\u1edbc ti\u1ebfn h\u00e0nh"},"content":{"rendered":"
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H\u00ecnh minh ho\u1ea1 (Ngu\u1ed3n: shutterstock)<\/p>\n<\/div>\n<\/div>\n

Chi\u1ebfn l\u01b0\u1ee3c xu\u0301c ti\u00ea\u0301n h\u00f4\u0303n h\u01a1\u0323p<\/font><\/h2>\n

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

Chi\u1ebfn l\u01b0\u1ee3c xu\u0301c ti\u00ea\u0301n h\u00f4\u0303n h\u01a1\u0323p <\/b>hay giao ti\u1ebfp khu\u1ebfch tr\u01b0\u01a1ng <\/b>trong ti\u1ebfng Anh \u0111\u01b0\u1ee3c g\u1ecdi l\u00e0\u00a0Promotion mix.<\/b><\/p>\n

Chi\u1ebfn l\u01b0\u1ee3c xu\u0301c ti\u00ea\u0301n h\u00f4\u0303n h\u01a1\u0323p <\/b>la\u0300 truy\u00ea\u0300n tin v\u00ea\u0300 sa\u0309n ph\u00e2\u0309m va\u0300 doanh nghi\u1eb9\u0302p \u0111\u00ea\u0309 ta\u0323o d\u01b0\u0323ng hi\u0300nh a\u0309nh va\u0300 thuy\u00ea\u0301t phu\u0323c kha\u0301ch ha\u0300ng mua. Vi\u0300 v\u1ea1\u0302y, \u0111a\u0302y co\u0301 th\u00ea\u0309 go\u0323i la\u0300 hoa\u0323t \u0111\u1ecd\u0302ng truy\u00ea\u0300n tho\u0302ng marketing.\u00a0<\/p>\n

Ca\u0301c doanh nghi\u1eb9\u0302p l\u01a1\u0301n thu\u031b\u01a1\u0300ng quan ta\u0302m \u0111\u00ea\u0301n vi\u1eb9\u0302c xa\u0302y d\u01b0\u0323ng hi\u0300nh a\u0309nh, s\u01b0\u0323 uy ti\u0301n, n\u00f4\u0309i ti\u00ea\u0301ng cu\u0309a doanh nghi\u1eb9\u0302p. T\u01b0\u0300 \u0111o\u0301, ta\u0323o ra uy ti\u0301n cho nh\u01b0\u0303ng sa\u0309n ph\u00e2\u0309m cu\u0309a mi\u0300nh sa\u0309n xu\u00e2\u0301t ra.\u00a0<\/p>\n

M\u1ecd\u0302t s\u00f4\u0301 co\u0302ng cu\u0323 chu\u0309 y\u00ea\u0301u<\/b> thu\u031b\u01a1\u0300ng \u0111u\u031b\u01a1\u0323c ca\u0301c doanh nghi\u1eb9\u0302p s\u01b0\u0309 du\u0323ng trong ca\u0301c chi\u00ea\u0301n lu\u031b\u01a1\u0323c xu\u0301c ti\u00ea\u0301n h\u00f4\u0303n h\u01a1\u0323p la\u0300: Qua\u0309ng ca\u0301o, xu\u0301c ti\u00ea\u0301n ba\u0301n, ba\u0301n ha\u0300ng ca\u0301 nha\u0302n, tuye\u0302n truy\u00ea\u0300n – quan h\u1eb9\u0302 co\u0302ng chu\u0301ng, marketing tr\u01b0\u0323c ti\u00ea\u0301p.<\/p>\n

C\u00e1c b\u01b0\u1edbc ti\u1ebfn h\u00e0nh<\/font><\/h3>\n

– Xa\u0301c \u0111i\u0323nh ngu\u031b\u01a1\u0300i nh\u1ea1\u0302n tin<\/b><\/p>\n

Doanh nghi\u1eb9\u0302p khi ti\u00ea\u0301n ha\u0300nh truy\u00ea\u0300n tho\u0302ng c\u00e2\u0300n pha\u0309i xa\u0301c \u0111i\u0323nh ro\u0303 ai la\u0300 ngu\u031b\u01a1\u0300i se\u0303 ti\u00ea\u0301p nh\u1ea1\u0302n tho\u0302ng tin cu\u0309a mi\u0300nh.\u00a0<\/p>\n

Ngu\u031b\u01a1\u0300i nh\u1ea1\u0302n tin chi\u0301nh la\u0300 kha\u0301ch ha\u0300ng mu\u0323c tie\u0302u cu\u0309a doanh nghi\u1eb9\u0302p bao g\u00f4\u0300m kha\u0301ch ha\u0300ng hi\u1eb9\u0302n ta\u0323i ho\u1ea1\u0306c ti\u00ea\u0300m na\u0306ng, nh\u01b0\u0303ng ngu\u031b\u01a1\u0300i quy\u00ea\u0301t \u0111i\u0323nh ho\u1ea1\u0306c nh\u01b0\u0303ng ngu\u031b\u01a1\u0300i ta\u0301c \u0111\u1ecd\u0302ng \u0111\u00ea\u0301n vi\u1eb9\u0302c mua ha\u0300ng (ngu\u031b\u01a1\u0300i mua, ngu\u031b\u01a1\u0300i s\u01b0\u0309 du\u0323ng, ngu\u031b\u01a1\u0300i quy\u00ea\u0301t \u0111i\u0323nh mua, ngu\u031b\u01a1\u0300i ta\u0301c \u0111\u1ecd\u0302ng \u0111\u00ea\u0301n vi\u1eb9\u0302c mua).\u00a0<\/p>\n

\u0110\u00f4\u0301i tu\u031b\u01a1\u0323ng nh\u1ea1\u0302n tin co\u0301 th\u00ea\u0309 la\u0300 t\u01b0\u0300ng ca\u0301 nha\u0302n, t\u01b0\u0300ng nho\u0301m ngu\u031b\u01a1\u0300i, gi\u01a1\u0301i cu\u0323 th\u00ea\u0309 ho\u1ea1\u0306c qua\u0309ng \u0111a\u0323i qu\u00e2\u0300n chu\u0301ng.<\/p>\n

– Xa\u0301c \u0111i\u0323nh pha\u0309n \u01b0\u0301ng cu\u0309a ngu\u031b\u01a1\u0300i nh\u1ea1\u0302n tin<\/b><\/p>\n

Mu\u0323c tie\u0302u cu\u0309a truy\u00ea\u0300n tho\u0302ng la\u0300 ta\u0323o ra ha\u0300nh \u0111\u1ecd\u0302ng mua ha\u0300ng cu\u0309a ngu\u031b\u01a1\u0300i nh\u1ea1\u0302n tin. C\u00e2\u0300n pha\u0309i xa\u0301c \u0111i\u0323nh tra\u0323ng tha\u0301i hi\u1eb9\u0302n ta\u0323i cu\u0309a ngu\u031b\u01a1\u0300i nh\u1ea1\u0302n va\u0300 qua truy\u00ea\u0300n tho\u0302ng se\u0303 \u0111u\u031ba ho\u0323 \u0111\u00ea\u0301n tra\u0323ng tha\u0301i na\u0300o va\u0300 qua \u0111o\u0301 a\u0309nh hu\u031b\u01a1\u0309ng gi\u0300 t\u01a1\u0301i vi\u1eb9\u0302c quy\u00ea\u0301t \u0111i\u0323nh mua ha\u0300ng cu\u0309a ho\u0323.\u00a0<\/p>\n

Tuy\u0300 theo t\u01b0\u0300ng tra\u0323ng tha\u0301i ma\u0300 th\u01b0\u0323c hi\u1eb9\u0302n hoa\u0323t \u0111\u1ecd\u0302ng truy\u00ea\u0300n tho\u0302ng cho thi\u0301ch h\u01a1\u0323p.<\/p>\n

+ Qui t\u1eafc<\/span> AIDA:<\/b> Awareness \u2013 Interest \u2013 Desire \u2013 Action (nh\u1ea1\u0302n bi\u00ea\u0301t \u2013 quan ta\u0302m \u2013 hi\u0300nh tha\u0300nh nhu c\u00e2\u0300u \u2013 ha\u0300nh \u0111\u1ecd\u0302ng mua).\u00a0<\/p>\n

V\u01a1\u0301i m\u00f4\u0303i m\u1ecd\u0302t ti\u0300nh hu\u00f4\u0301ng kha\u0301c nhau kha\u0301ch ha\u0300ng c\u00e2\u0300n nh\u01b0\u0303ng loa\u0323i tho\u0302ng tin kha\u0301c nhau, ngu\u031b\u01a1\u0300i la\u0300m truy\u00ea\u0300n tho\u0302ng c\u00e2\u0300n n\u0103\u0301m \u0111u\u031b\u01a1\u0323c nhu c\u00e2\u0300u tho\u0302ng tin \u0111\u00ea\u0309 \u0111u\u031ba ra phu\u031bo\u031bng a\u0301n truy\u00ea\u0300n tho\u0302ng phu\u0300 h\u01a1\u0323p.<\/p>\n

+ Qui t\u1eafc<\/span> sa\u0301u bu\u031b\u01a1\u0301c: <\/b>Co\u0301 sa\u0301u tra\u0323ng tha\u0301i kha\u0301c nhau cu\u0309a kha\u0301ch ha\u0300ng mu\u0323c tie\u0302u ma\u0300 ngu\u031b\u01a1\u0300i th\u01b0\u0323c hi\u1eb9\u0302n truy\u00ea\u0300n tho\u0302ng c\u00e2\u0300n bi\u00ea\u0301t \u0111o\u0301 la\u0300: Nh\u1ea1\u0302n bi\u00ea\u0301t, hi\u00ea\u0309u (giai \u0111oa\u0323n nh\u1ea1\u0302n bi\u00ea\u0301t), thi\u1eb9\u0302n ca\u0309m, u\u031ba chu\u1ecd\u0302ng, tin tu\u031b\u01a1\u0309ng (giai \u0111oa\u0323n ca\u0309m thu\u0323), ha\u0300nh \u0111\u1ecd\u0302ng mua (giai \u0111oa\u0323n ha\u0300nh vi).\u00a0<\/p>\n

Giai \u0111oa\u0323n nh\u1ea1\u0302n bi\u00ea\u0301t nhu c\u00e2\u0300u tho\u0302ng tin chu\u0309 y\u00ea\u0301u la\u0300 tho\u0302ng tin v\u00ea\u0300 sa\u0309n ph\u00e2\u0309m m\u01a1\u0301i, ti\u0301nh na\u0306ng, co\u0302ng du\u0323ng,…\u00a0<\/p>\n

Giai \u0111oa\u0323n ca\u0309m thu\u0323 nhu c\u00e2\u0300u tho\u0302ng tin lie\u0302n quan \u0111\u00ea\u0301n ch\u00e2\u0301t lu\u031b\u01a1\u0323ng, gia\u0301 tri\u0323, hi\u0300nh a\u0309nh bi\u00ea\u0309u tu\u031b\u01a1\u0323ng v\u00ea\u0300 sa\u0309n ph\u00e2\u0309m di\u0323ch vu\u0323.\u00a0<\/p>\n

Giai \u0111oa\u0323n ha\u0300nh vi nhu c\u00e2\u0300u tho\u0302ng tin chu\u0309 y\u00ea\u0301u la\u0300 ca\u0301c l\u01a1\u0323i i\u0301ch v\u1ea1\u0302t ch\u00e2\u0301t, tinh th\u00e2\u0300n cu\u0323 th\u00ea\u0309 khi mua sa\u0309n ph\u00e2\u0309m di\u0323ch vu\u0323 cu\u0309a doanh nghi\u1eb9\u0302p.<\/p>\n

+ Qui t\u1eafc<\/span> ATR <\/b>(Awareness \u2013 Trial \u2013 Reinforcement): Nh\u1ea1\u0302n bi\u00ea\u0301t \u2013 th\u01b0\u0309 \u2013 kh\u0103\u0309ng \u0111i\u0323nh la\u0323i nhu c\u00e2\u0300u. Qui t\u1eafc<\/span> na\u0300y \u0111u\u031b\u01a1\u0323c a\u0301p du\u0323ng ph\u00f4\u0309 bi\u00ea\u0301n \u0111\u00f4\u0301i v\u01a1\u0301i m\u1ea1\u0306t ha\u0300ng xa xi\u0309, gia\u0309i tri\u0301, sa\u0309n ph\u00e2\u0309m m\u01a1\u0301i.\u00a0<\/p>\n

Nhu\u031b v\u1ea1\u0302y, ngu\u031b\u01a1\u0300i la\u0300m truy\u00ea\u0300n tho\u0302ng v\u00ea\u0300 nho\u0301m sa\u0309n ph\u00e2\u0309m na\u0300y c\u00e2\u0300n chu\u0301 y\u0301 \u0111i\u00ea\u0309m kha\u0301c bi\u1eb9\u0302t so v\u01a1\u0301i hai qui t\u1eafc<\/span> tre\u0302n la\u0300 ngu\u031b\u01a1\u0300i tie\u0302u du\u0300ng r\u00e2\u0301t thi\u0301ch vi\u1eb9\u0302c th\u01b0\u0309 du\u0300ng \u0111\u00ea\u0309 ta\u0323o ra hi\u00ea\u0309u bi\u00ea\u0301t, kinh nghi\u1eb9\u0302m ban \u0111\u00e2\u0300u v\u00ea\u0300 ca\u0301c sa\u0309n ph\u00e2\u0309m tre\u0302n.<\/p>\n

– L\u01b0\u0323a cho\u0323n ke\u0302nh truy\u00ea\u0300n tho\u0302ng<\/b><\/p>\n

+ Ke\u0302nh truy\u00ea\u0300n tho\u0302ng tr\u01b0\u0323c ti\u00ea\u0301p:<\/b> Co\u0301 ta\u0301c \u0111\u1ecd\u0302ng qua la\u0323i gi\u01b0\u0303a ngu\u031b\u01a1\u0300i truy\u00ea\u0300n tin va\u0300 nh\u1ea1\u0302n tin, co\u0301 s\u01b0\u0323 lie\u0302n h\u1eb9\u0302 ngu\u031b\u01a1\u0323c (interaction). Co\u0301 th\u00ea\u0309 la\u0300 s\u01b0\u0323 giao ti\u00ea\u0301p gi\u01b0\u0303a hai ngu\u031b\u01a1\u0300i v\u01a1\u0301i nhau, gi\u01b0\u0303a m\u1ecd\u0302t ngu\u031b\u01a1\u0300i v\u01a1\u0301i co\u0302ng chu\u0301ng (\u0111i\u1eb9\u0302n thoa\u0323i, thu\u031b t\u01b0\u0300, E-mail,…).<\/p>\n

+ Ke\u0302nh truy\u00ea\u0300n tho\u0302ng kho\u0302ng tr\u01b0\u0323c ti\u00ea\u0301p:<\/b> Kho\u0302ng co\u0301 ta\u0301c \u0111\u1ecd\u0302ng qua la\u0323i gi\u01b0\u0303a ngu\u031b\u01a1\u0300i truy\u00ea\u0300n tin va\u0300 nh\u1ea1\u0302n tin (ba\u0301o chi\u0301 tivi, \u0111a\u0300i, ba\u0309ng hi\u1eb9\u0302u pano a\u0301p phi\u0301ch, tu\u0309 tru\u031bng ba\u0300y, bao go\u0301i).<\/p>\n

+ Ngoa\u0300i ra, ke\u0302nh l\u01a1\u0300i \u0111\u00f4\u0300n<\/b>, gi\u01b0\u0303a ca\u0301c kha\u0301ch ha\u0300ng ti\u00ea\u0300m na\u0306ng co\u0302ng chu\u0301ng co\u0301 hi\u1eb9\u0302u l\u01b0\u0323c r\u00e2\u0301t ma\u0323nh.<\/p>\n

– L\u01b0\u0323a cho\u0323n va\u0300 thi\u00ea\u0301t k\u00ea\u0301 tho\u0302ng \u0111i\u1eb9\u0302p<\/b><\/p>\n

Vi\u1eb9\u0302c soa\u0323n tha\u0309o tho\u0302ng tin pha\u0309i gia\u0309i quy\u00ea\u0301t ba v\u00e2\u0301n \u0111\u00ea\u0300: no\u0301i gi\u0300 (n\u1ecd\u0302i dung tho\u0302ng \u0111i\u1eb9\u0302p), no\u0301i nhu\u031b th\u00ea\u0301 na\u0300o cho lo\u0302gic (c\u00e2\u0301u tru\u0301c tho\u0302ng \u0111i\u1eb9\u0302p), th\u00ea\u0309 hi\u1eb9\u0302n n\u1ecd\u0302i dung tho\u0302ng \u0111i\u1eb9\u0302p du\u031b\u01a1\u0301i da\u0323ng ca\u0301c k\u00ed hi\u1eb9\u0302u nhu\u031b th\u00ea\u0301 na\u0300o (hi\u0300nh th\u01b0\u0301c tho\u0302ng \u0111i\u1eb9\u0302p).<\/p>\n

– Cho\u0323n lo\u0323c nh\u01b0\u0303ng thu\u1ecd\u0302c ti\u0301nh cu\u0309a tho\u0302ng tin<\/b><\/p>\n

Ti\u0301nh chuye\u0302n mo\u0302n: <\/b>\u0110\u1ea1\u0306c ti\u0301nh, ch\u00e2\u0301t lu\u031b\u01a1\u0323ng sa\u0309n ph\u00e2\u0309m, ca\u0301c y\u00ea\u0301u t\u00f4\u0301 k\u0129 thu\u1ea1\u0302t.<\/p>\n

S\u01b0\u0323 ti\u0301n nhi\u1eb9\u0302m:<\/b> M\u01b0\u0301c \u0111\u1ecd\u0302 tin c\u1ea1\u0302y cu\u0309a ngu\u031b\u01a1\u0300i nghe, ta\u0323o ra s\u01b0\u0323 tin c\u1ea1\u0302y nhu\u031b \u0111u\u031ba ra l\u01a1\u0300i khuy\u00ea\u0301n ca\u0301o, l\u01a1\u0300i khuye\u0302n cu\u0309a ca\u0301c nha s\u0129 \u0111\u00f4\u0301i v\u01a1\u0301i qua\u0309ng ca\u0301o kem \u0111a\u0301nh ra\u0306ng, h\u1ecd\u0302i nhi khoa \u0111\u00f4\u0301i v\u01a1\u0301i ca\u0301c sa\u0309n ph\u00e2\u0309m cho tre\u0309 em…<\/p>\n

Ti\u0301nh kha\u0309 a\u0301i:<\/b> S\u01b0\u0323 m\u00ea\u0301n m\u1ecd\u0302 cu\u0309a ngu\u031b\u01a1\u0300i nh\u1ea1\u0302n tin \u0111\u00f4\u0301i v\u01a1\u0301i tho\u0302ng tin (du\u0300ng nh\u01b0\u0303ng ngu\u031b\u01a1\u0300i n\u00f4\u0309i ti\u00ea\u0301ng, ba\u0300i ha\u0301t hay \u0111\u00ea\u0309 ta\u0323o ra s\u01b0\u0323 m\u00ea\u0301n m\u1ecd\u0302).<\/p>\n

– Thu nh\u1ea1\u0302n tho\u0302ng tin pha\u0309n h\u00f4\u0300i<\/b><\/p>\n

Doanh nghi\u1eb9\u0302p co\u0301 th\u00ea\u0309 chu\u0309 \u0111\u1ecd\u0302ng ti\u00ea\u0301n ha\u0300nh thu th\u1ea1\u0302p tho\u0302ng tin pha\u0309n h\u00f4\u0300i tho\u0302ng qua vi\u1eb9\u0302c tri\u00ea\u0309n khai ca\u0301c d\u01b0\u0323 a\u0301n nghie\u0302n c\u01b0\u0301u, thu th\u1ea1\u0302p tho\u0302ng tin ho\u1ea1\u0306c tho\u0302ng qua h\u1eb9\u0302 th\u00f4\u0301ng thu th\u1ea1\u0302p thu\u031b\u01a1\u0300ng xuye\u0302n be\u0302n ngoa\u0300i cu\u0309a mi\u0300nh.<\/p>\n

(T\u00e0i li\u1ec7u tham kh\u1ea3o: Chi\u1ebfn l\u01b0\u1ee3c x\u00fac ti\u1ebfn h\u1ed7n h\u1ee3p, T\u1ed5 h\u1ee3p C\u00f4ng ngh\u1ec7 Gi\u00e1o d\u1ee5c Topica)\u00a0<\/i><\/p>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

\n Chi\u1ebfn l\u01b0\u1ee3c x\u00fac ti\u1ebfn h\u1ed7n h\u1ee3p (ti\u1ebfng Anh: Promotion mix) l\u00e0 truy\u1ec1n tin v\u1ec1 s\u1ea3n ph\u1ea9m v\u00e0 doanh nghi\u1ec7p \u0111\u1ec3 t\u1ea1o d\u1ef1ng h\u00ecnh \u1ea3nh v\u00e0 thuy\u1ebft ph\u1ee5c kh\u00e1ch h\u00e0ng mua.\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\/36200"}],"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=36200"}],"version-history":[{"count":1,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/36200\/revisions"}],"predecessor-version":[{"id":68754,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/36200\/revisions\/68754"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=36200"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=36200"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=36200"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}