{"id":36336,"date":"2023-12-08T12:04:05","date_gmt":"2023-12-08T12:04:05","guid":{"rendered":"https:\/\/masterskills.org\/blog\/phan-doan-thi-truong-theo-hanh-vi-behavioral-segmentation-la-gi.html"},"modified":"2023-12-24T21:44:00","modified_gmt":"2023-12-24T14:44:00","slug":"phan-doan-thi-truong-theo-hanh-vi-behavioral-segmentation-la-gi","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/phan-doan-thi-truong-theo-hanh-vi-behavioral-segmentation-la-gi.html","title":{"rendered":"Ph\u00e2n \u0111o\u1ea1n th\u1ecb tr\u01b0\u1eddng theo h\u00e0nh vi (Behavioral segmentation) l\u00e0 g\u00ec?"},"content":{"rendered":"
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H\u00ecnh minh h\u1ecda (Ngu\u1ed3n: telexindo)<\/p>\n<\/div>\n<\/div>\n

Ph\u00e2n \u0111o\u1ea1n th\u1ecb tr\u01b0\u1eddng theo h\u00e0nh vi\u00a0<\/font><\/h2>\n

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

Ph\u00e2n \u0111o\u1ea1n th\u1ecb tr\u01b0\u1eddng theo h\u00e0nh vi<\/b> trong ti\u1ebfng Anh g\u1ecdi l\u00e0: Behavioral segmentation.<\/b><\/p>\n

Ph\u00e2n \u0111o\u1ea1n theo h\u00e0nh vi l\u00e0 vi\u1ec7c th\u1ecb tr\u01b0\u1eddng ng\u01b0\u1eddi ti\u00eau d\u00f9ng s\u1ebd \u0111\u01b0\u1ee3c ph\u00e2n chia th\u00e0nh c\u00e1c nh\u00f3m \u0111\u1ed3ng nh\u1ea5t v\u1ec1 c\u00e1c \u0111\u1eb7c t\u00ednh nh\u01b0: l\u00ed do mua h\u00e0ng, l\u1ee3i \u00edch t\u00ecm ki\u1ebfm, s\u1ef1 trung th\u00e0nh, s\u1ed1 l\u01b0\u1ee3ng v\u00e0 t\u1ec9 l\u1ec7 s\u1eed d\u1ee5ng, c\u01b0\u1eddng \u0111\u1ed9 ti\u00eau th\u1ee5, t\u00ecnh tr\u1ea1ng s\u1eed d\u1ee5ng…<\/p>\n

C\u00e1c chuy\u00ean gia marketing \u0111\u00e1nh gi\u00e1 r\u1eb1ng, ph\u00e2n \u0111o\u1ea1n th\u1ecb tr\u01b0\u1eddng theo h\u00e0nh vi l\u00e0 kh\u1edfi \u0111i\u1ec3m t\u1ed1t nh\u1ea5t \u0111\u1ec3 h\u00ecnh th\u00e0nh c\u00e1c \u0111o\u1ea1n th\u1ecb tr\u01b0\u1eddng, t\u00ecm ki\u1ebfm c\u00e1c gi\u1ea3i ph\u00e1p gia t\u0103ng doanh s\u1ed1.<\/p>\n

Ph\u00e2n \u0111o\u1ea1n th\u1ecb tr\u01b0\u1eddng theo h\u00e0nh vi l\u00e0 m\u1ed9t trong b\u1ed1n c\u01a1 s\u1edf ch\u00ednh \u0111\u1ec3 ph\u00e2n \u0111o\u1ea1n th\u1ecb tr\u01b0\u1eddng trong marketing. C\u00e1c c\u01a1 s\u1edf n\u00e0y \u0111\u1ec1u l\u00e0 ngu\u1ed3n g\u1ed1c t\u1ea1o n\u00ean s\u1ef1 kh\u00e1c bi\u1ec7t v\u1ec1 nhu c\u1ea7u, \u01b0\u1edbc mu\u1ed1n, c\u00e1c \u0111\u1eb7c \u0111i\u1ec3m v\u1ec1 h\u00e0nh vi v\u00e0 nh\u1eefng \u0111\u00f2i h\u1ecfi marketing ri\u00eang.<\/p>\n

M\u1ed7i m\u1ed9t c\u01a1 s\u1edf l\u1ea1i bao g\u1ed3m nhi\u1ec1u ti\u00eau th\u1ee9c (bi\u1ebfn s\u1ed1) c\u1ee5 th\u1ec3 h\u00e0m ch\u1ee9a m\u1ed9t \u00fd ngh\u0129a ri\u00eang trong vi\u1ec7c ph\u1ea3n \u00e1nh nh\u1eefng \u0111\u1eb7c \u0111i\u1ec3m c\u1ee7a c\u00e1c \u0111o\u1ea1n th\u1ecb tr\u01b0\u1eddng.<\/p>\n

B\u1ea3ng: c\u00e1c c\u01a1 s\u1edf v\u00e0 ti\u00eau th\u1ee9c d\u00f9ng \u0111\u1ec3 ph\u00e2n \u0111o\u1ea1n th\u1ecb tr\u01b0\u1eddng ng\u01b0\u1eddi ti\u00eau d\u00f9ng<\/p>\n

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C\u01a1 s\u1edf v\u00e0 ti\u00eau th\u1ee9c<\/b><\/p>\n<\/p>\n<\/td>\n

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C\u00e1c \u0111o\u1ea1n th\u1ecb tr\u01b0\u1eddng \u0111i\u1ec3n h\u00ecnh<\/b><\/p>\n<\/p>\n<\/td>\n<\/tr>\n

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L\u00ed do mua h\u00e0ng<\/p>\n<\/p>\n<\/td>\n

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Mua th\u01b0\u1eddng xuy\u00ean; mua d\u1ecbp \u0111\u1eb7c bi\u1ec7t; mua d\u00f9ng; mua t\u1eb7ng;\u2026<\/p>\n<\/p>\n<\/td>\n<\/tr>\n

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L\u1ee3i \u00edch t\u00ecm ki\u1ebfm<\/p>\n<\/p>\n<\/td>\n

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Ch\u1ea5t l\u01b0\u1ee3ng; d\u1ecbch v\u1ee5; kinh t\u1ebf; t\u1ed1c \u0111\u1ed9;\u2026<\/p>\n<\/p>\n<\/td>\n<\/tr>\n

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T\u00ecnh tr\u1ea1ng s\u1eed d\u1ee5ng<\/p>\n<\/p>\n<\/td>\n

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S\u1eed d\u1ee5ng r\u1ed3i; ch\u01b0a s\u1eed d\u1ee5ng; d\u00f9ng \u00edt; d\u00f9ng nhi\u1ec1u;\u2026<\/p>\n<\/p>\n<\/td>\n<\/tr>\n

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M\u1ee9c \u0111\u1ed9 trung th\u00e0nh<\/p>\n<\/p>\n<\/td>\n

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Cao; th\u1ea5p; hay dao \u0111\u1ed9ng<\/p>\n<\/p>\n<\/td>\n<\/tr>\n

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M\u1ee9c \u0111\u1ed9 s\u1eb5n s\u00e0ng<\/p>\n<\/p>\n<\/td>\n

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Ch\u01b0a bi\u1ebft; bi\u1ebft; hi\u1ec3u; quan t\u00e2m; \u01b0a chu\u1ed9ng; \u00fd \u0111\u1ecbnh mua; \u0111i mua<\/p>\n<\/p>\n<\/td>\n<\/tr>\n

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Th\u00e1i \u0111\u1ed9<\/p>\n<\/p>\n<\/td>\n

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B\u00e0ng quan; th\u00f9 gh\u00e9t; \u01b0a th\u00edch;\u2026<\/p>\n<\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n

L\u00ed do mua h\u00e0ng<\/b>: Ng\u01b0\u1eddi mua s\u1ebd \u0111\u01b0\u1ee3c ph\u00e2n bi\u1ec7t theo nh\u1eefng l\u00ed do mua kh\u00e1c nhau (mua cho nhu c\u1ea7u c\u00e1 nh\u00e2n, mua cho nhu c\u1ea7u giao ti\u1ebfp).\u00a0<\/p>\n

Vi\u1ec7c ph\u00e2n \u0111o\u1ea1n theo l\u00ed do mua h\u00e0ng c\u00f3 th\u1ec3 gi\u00fap doanh nghi\u1ec7p kh\u00f4ng ch\u1ec9 \u0111\u00e1p \u1ee9ng \u0111\u00fang l\u00ed do mua c\u1ee7a kh\u00e1ch h\u00e0ng m\u00e0 c\u00f2n gi\u00fap cho h\u1ecd \u0111\u01b0a ra ki\u1ec3u s\u1eed d\u1ee5ng m\u1edbi \u1edf nh\u1eefng s\u1ea3n ph\u1ea9m hi\u1ec7n c\u00f3, nh\u1eb1m t\u0103ng m\u1ee9c ti\u00eau th\u1ee5 \u1edf ng\u01b0\u1eddi ti\u00eau d\u00f9ng.<\/p>\n

L\u1ee3i \u00edch t\u00ecm ki\u1ebfm<\/b>: Ti\u1ec1n \u0111\u1ec1 c\u1ee7a c\u00e1ch ph\u00e2n \u0111o\u1ea1n l\u00e0 l\u1ee3i \u00edch m\u00e0 ng\u01b0\u1eddi mua t\u00ecm ki\u1ebfm khi s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m.<\/p>\n

C\u00e1ch ph\u00e2n \u0111o\u1ea1n theo l\u1ee3i \u00edch t\u00ecm ki\u1ebfm l\u00e0 m\u1ed9t c\u00e1ch ti\u1ebfp c\u1eadn th\u1ecb tr\u01b0\u1eddng t\u1ed1t nh\u00e1t \u0111\u1ec3 c\u00f3 th\u1ec3 x\u00e1c \u0111\u1ecbnh r\u00f5 nhu c\u1ea7u \u01b0\u1edbc mu\u1ed1n c\u1ee7a nh\u00f3m ng\u01b0\u1eddi mua c\u1ee5 th\u1ec3 \u0111\u1ed1i v\u1edbi t\u1eebng nh\u00e3n hi\u1ec7u h\u00e0ng h\u00f3a.\u00a0<\/p>\n

Vi\u1ec7c cung c\u1ea5p c\u00e1c lo\u1ea1i nh\u00e3n hi\u1ec7u th\u1ecfa m\u00e3n y\u00eau c\u1ea7u v\u00e0 \u01b0\u1edbc mu\u1ed1n c\u1ee7a kh\u00e1ch h\u00e0ng s\u1ebd d\u1ec5 d\u00e0ng h\u01a1n, v\u00ec ng\u01b0\u1eddi cung \u1ee9ng \u0111\u00e3 c\u00f3 m\u1ed9t kh\u00e1i ni\u1ec7m t\u01b0\u01a1ng \u0111\u1ed1i c\u1ee5 th\u1ec3 v\u00e0 r\u00f5 r\u00e0ng v\u1ec1 nh\u00e3n hi\u1ec7u \u0111\u00f3.<\/p>\n

S\u1ed1 l\u01b0\u1ee3ng v\u00e0 t\u1ec9 l\u1ec7 ti\u00eau d\u00f9ng<\/b>. V\u1edbi ti\u00eau th\u1ee9c n\u00e0y, th\u1ecb tr\u01b0\u1eddng t\u1ed5ng th\u1ec3 \u0111\u01b0\u1ee3c ph\u00e2n th\u00e0nh c\u00e1c nh\u00f3m: d\u00f9ng nhi\u1ec1u, d\u00f9ng th\u01b0\u1eddng xuy\u00ean, d\u00f9ng \u00edt, d\u00f9ng v\u1eeba ph\u1ea3i…<\/p>\n

Ti\u00eau th\u1ee9c s\u1ed1 l\u01b0\u1ee3ng v\u00e0 t\u1ec9 l\u1ec7 ti\u00eau d\u00f9ng gi\u00fap cho ng\u01b0\u1eddi l\u00e0m marketing c\u00f3 m\u1ed9t kh\u00e1i ni\u1ec7m \u0111\u00fang \u0111\u1eafn v\u1ec1 m\u1ed9t “qui m\u00f4 th\u1ecb tr\u01b0\u1eddng c\u00f3 hi\u1ec7u qu\u1ea3”. Trong h\u1ea7u h\u1ebft c\u00e1c tr\u01b0\u1eddng h\u1ee3p, c\u1ea7u c\u1ee7a \u0111o\u1ea1n th\u1ecb tr\u01b0\u1eddng kh\u00f4ng ch\u1ec9 ph\u1ee5 thu\u1ed9c v\u00e0o s\u1ed1 l\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng m\u00e0 c\u00f2n ph\u1ee5 thu\u1ed9c v\u00e0o s\u1ee9c mua c\u1ee7a nh\u00f3m kh\u00e1ch h\u00e0ng trong \u0111o\u1ea1n \u0111\u00f3.\u00a0<\/p>\n

Nh\u01b0 v\u1eady, nh\u1eefng \u0111o\u1ea1n th\u1ecb tr\u01b0\u1eddng d\u00f9 chi\u1ebfm t\u1ec9 l\u1ec7 nh\u1ecf, nh\u01b0ng s\u1ee9c mua l\u1edbn s\u1ebd c\u00f3 t\u1ec9 l\u1ec7 ti\u00eau th\u1ee5 l\u1edbn.<\/p>\n

M\u1ee9c \u0111\u1ed9 trung th\u00e0nh v\u1edbi nh\u00e3n hi\u1ec7u<\/b>: Theo m\u1ee9c \u0111\u1ed9 trung th\u00e0nh v\u1edbi nh\u00e3n hi\u1ec7u, ch\u00fang ta s\u1ebd c\u00f3 c\u00e1c nh\u00f3m kh\u00e1ch h\u00e0ng \u0111i\u1ec3n h\u00ecnh: kh\u00e1ch h\u00e0ng trung th\u00e0nh, kh\u00e1ch h\u00e0ng hay dao \u0111\u1ed9ng, kh\u00e1ch h\u00e0ng ho\u00e0n to\u00e0n kh\u00f4ng trung th\u00e0nh.\u00a0<\/p>\n

Kh\u00e1ch h\u00e0ng trung th\u00e0nh lu\u00f4n c\u00f3 s\u1ef1 nh\u1ea5t qu\u00e1n trong vi\u1ec7c l\u1ef1a ch\u1ecdn v\u00e0 ti\u00eau d\u00f9ng m\u1ed9t nh\u00e3n hi\u1ec7u nh\u1ea5t \u0111\u1ecbnh. Kh\u00e1ch h\u00e0ng dao \u0111\u1ed9ng mua s\u1eafm v\u00e0 ti\u00eau d\u00f9ng kh\u00f4ng nh\u1ea5t qu\u00e1n v\u1edbi m\u1ed9t lo\u1ea1i nh\u00e3n hi\u1ec7n. H\u1ecd c\u00f3 th\u1ec3 chuy\u1ec3n t\u1eeb nh\u00e3n hi\u1ec7u \u01b0a th\u00edch n\u00e0y sang m\u1ed9t nh\u00e3n hi\u1ec7u \u01b0a th\u00edch kh\u00e1c.<\/p>\n

Kh\u00e1ch h\u00e0ng ho\u00e0n to\u00e0n kh\u00f4ng trung th\u00e0nh l\u00e0 nh\u1eefng kh\u00e1ch h\u00e0ng “g\u1eb7p g\u00ec mua n\u1ea5y” ho\u1eb7c l\u00e0 nh\u1eefng ng\u01b0\u1eddi th\u00edch \u0111a d\u1ea1ng h\u00f3a. Ph\u00e2n \u0111o\u1ea1n th\u1ecb tr\u01b0\u1eddng theo m\u1ee9c \u0111\u1ed9 trung th\u00e0nh gi\u00fap cho c\u00e1c doanh nghi\u1ec7p bi\u1ebft \u0111\u01b0\u1ee3c m\u1ee9c \u0111\u1ed9 ch\u1ea5p nh\u1eadn c\u1ee7a kh\u00e1ch h\u00e0ng v\u1ec1 s\u1ea3n ph\u1ea9m\/th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a h\u1ecd v\u00e0 c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh.<\/p>\n

(T\u00e0i li\u1ec7u tham kh\u1ea3o: Marketing c\u0103n b\u1ea3n, GS.TS. Tr\u1ea7n Minh \u0110\u1ea1o, , NXB \u0110\u1ea1i h\u1ecdc Kinh t\u1ebf Qu\u1ed1c d\u00e2n)<\/i><\/p>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

\n Ph\u00e2n \u0111o\u1ea1n th\u1ecb tr\u01b0\u1eddng theo h\u00e0nh vi (ti\u1ebfng Anh: Behavioral segmentation) l\u00e0 m\u1ed9t trong b\u1ed1n c\u01a1 s\u1edf ch\u00ednh \u0111\u1ec3 ph\u00e2n \u0111o\u1ea1n th\u1ecb tr\u01b0\u1eddng trong marketing.\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\/36336"}],"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=36336"}],"version-history":[{"count":1,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/36336\/revisions"}],"predecessor-version":[{"id":68835,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/36336\/revisions\/68835"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=36336"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=36336"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=36336"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}