{"id":36338,"date":"2023-12-08T12:04:17","date_gmt":"2023-12-08T12:04:17","guid":{"rendered":"https:\/\/masterskills.org\/blog\/chien-luoc-nep-goc-thi-truong-corner-market-strategy-la-gi-dac-diem.html"},"modified":"2023-12-24T21:44:00","modified_gmt":"2023-12-24T14:44:00","slug":"chien-luoc-nep-goc-thi-truong-corner-market-strategy-la-gi-dac-diem","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/chien-luoc-nep-goc-thi-truong-corner-market-strategy-la-gi-dac-diem.html","title":{"rendered":"Chi\u1ebfn l\u01b0\u1ee3c n\u00e9p g\u00f3c th\u1ecb tr\u01b0\u1eddng (Corner Market Strategy) l\u00e0 g\u00ec? \u0110\u1eb7c \u0111i\u1ec3m"},"content":{"rendered":"
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H\u00ecnh minh h\u1ecda (Ngu\u1ed3n: Moyaokruga.ru)<\/i><\/p>\n<\/div>\n<\/div>\n

Chi\u1ebfn l\u01b0\u1ee3c n\u00e9p g\u00f3c th\u1ecb tr\u01b0\u1eddng (Corner Market Strategy)<\/font><\/h2>\n

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

Chi\u1ebfn l\u01b0\u1ee3c n\u00e9p g\u00f3c th\u1ecb tr\u01b0\u1eddng<\/b> trong ti\u1ebfng Anh g\u1ecdi l\u00e0 Corner Market Strategy.<\/b><\/p>\n

Chi\u1ebfn l\u01b0\u1ee3c n\u00e9p g\u00f3c th\u1ecb tr\u01b0\u1eddng<\/b> l\u00e0 chi\u1ebfn l\u01b0\u1ee3c doanh nghi\u1ec7p\u00a0ch\u1ec9 quan t\u00e2m \u0111\u1ebfn c\u00e1c \u0111o\u1ea1n th\u1ecb tr\u01b0\u1eddng nh\u1ecf v\u00e0 c\u1ed1 g\u1eafng chi\u1ebfm kho\u1ea3ng tr\u1ed1ng th\u1ecb tr\u01b0\u1eddng m\u00e0 \u1edf \u0111\u00f3 h\u1ecd hi v\u1ecdng chuy\u00ean m\u00f4n h\u00f3a ho\u1ea1t \u0111\u1ed9ng.<\/p>\n

M\u1ed9t s\u1ed1 doanh nghi\u1ec7p v\u1edbi qui m\u00f4 nh\u1ecf, ngu\u1ed3n l\u1ef1c h\u1ea1n ch\u1ebf kh\u00f4ng c\u00f3 kh\u1ea3 n\u0103ng c\u1ea1nh tranh tr\u00ean c\u00e1c \u0111o\u1ea1n th\u1ecb tr\u01b0\u1eddng l\u1edbn m\u00e0 \u1edf \u0111\u00f3 \u0111\u00e3 c\u00f3 c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh l\u1edbn ho\u1ea1t \u0111\u1ed9ng.\u00a0\u00a0<\/p>\n

Chi\u1ebfn l\u01b0\u1ee3c n\u00e0y t\u1eadp trung v\u00e0o m\u1ed9t ph\u1ea7n gi\u1edbi h\u1ea1n c\u1ee7a to\u00e0n th\u1ecb tr\u01b0\u1eddng, t\u1ea1o ra c\u01a1 h\u1ed9i th\u1ecb tr\u01b0\u1eddng cho c\u00f4ng ty c\u00f3 qui m\u00f4 v\u1eeba v\u00e0 nh\u1ecf ho\u1ea1t \u0111\u1ed9ng tr\u00ean th\u1ecb tr\u01b0\u1eddng m\u00e0 c\u00e1c c\u00f4ng ty qui m\u00f4 l\u1edbn chi\u1ebfm \u01b0u th\u1ebf.\u00a0<\/p>\n

Chi\u1ebfn l\u01b0\u1ee3c n\u00e0y \u0111\u1eb7c bi\u1ec7t ph\u00f9 h\u1ee3p v\u1edbi nh\u1eefng ph\u00e2n \u0111o\u1ea1n th\u1ecb tr\u01b0\u1eddng c\u00f3 nhu c\u1ea7u kh\u00e1c bi\u1ec7t, c\u00f3 kh\u1ea3 n\u0103ng \u0111em l\u1ea1i l\u1ee3i nhu\u1eadn v\u00e0 doanh nghi\u1ec7p c\u00f3 l\u1ee3i th\u1ebf c\u1ea1nh tranh kh\u00e1c bi\u1ec7t \u0111\u1ec3 \u0111\u00e1p \u1ee9ng c\u00e1c ph\u00e2n \u0111o\u1ea1n n\u00e0y.<\/p>\n

C\u00f3 2 y\u1ebfu t\u1ed1 quan tr\u1ecdng c\u1ee7a chi\u1ebfn l\u01b0\u1ee3c n\u00e0y:<\/p>\n

– Th\u1ee9 nh\u1ea5t, ch\u1ecdn \u0111o\u1ea1n th\u1ecb tr\u01b0\u1eddng ph\u00f9 h\u1ee3p<\/p>\n

– Th\u1ee9 hai, t\u1eadp trung ngu\u1ed3n l\u1ef1c khai th\u00e1c c\u00e1c \u0111o\u1ea1n th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau \u0111\u00f3<\/p>\n

\u0110\u1eb7c \u0111i\u1ec3m<\/font><\/h3>\n

\u0110\u1eb7c \u0111i\u1ec3m quan tr\u1ecdng c\u1ee7a chi\u1ebfn l\u01b0\u1ee3c n\u00e0y l\u00e0 kh\u1ea3 n\u0103ng ph\u00e2n \u0111o\u1ea1n th\u1ecb tr\u01b0\u1eddng m\u1ed9t c\u00e1ch s\u00e1ng t\u1ea1o<\/b> \u0111\u1ec3 x\u00e1c \u0111\u1ecbnh \u0111\u01b0\u1ee3c c\u00e1c \u0111o\u1ea1n th\u1ecb tr\u01b0\u1eddng ti\u1ec1m n\u0103ng v\u00e0 m\u1edbi xu\u1ea5t hi\u1ec7n ch\u01b0a c\u00f3 \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh n\u00e0o khai th\u00e1c.\u00a0<\/p>\n

\u0110\u1ec3 l\u1ef1a ch\u1ecdn th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau c\u1ea7n ph\u1ee5 thu\u1ed9c v\u00e0o m\u1ee9c \u0111\u1ed9 h\u1ea5p d\u1eabn c\u1ee7a \u0111o\u1ea1n th\u1ecb tr\u01b0\u1eddng \u0111\u00f3 v\u00e0 \u0111i\u1ec3m m\u1ea1nh – kh\u1ea3 n\u0103ng \u0111\u00e1p \u1ee9ng nhu c\u1ea7u c\u1ee7a doanh nghi\u1ec7p.<\/p>\n

T\u01b0 t\u01b0\u1edfng ch\u00ednh c\u1ee7a chi\u1ebfn l\u01b0\u1ee3c n\u00e9p g\u00f3c l\u00e0 chuy\u00ean m\u00f4n h\u00f3a t\u1eadp trung v\u00e0o ph\u1ee5c v\u1ee5 th\u1ecb tr\u01b0\u1eddng ng\u00e1ch,<\/b> nh\u1eefng nh\u00f3m kh\u00e1ch h\u00e0ng nh\u1ecf, chuy\u00ean bi\u1ec7t. Do chuy\u00ean m\u00f4n h\u00f3a n\u00ean doanh nghi\u1ec7p c\u00f3 th\u1ec3 \u0111\u1ed9c quy\u1ec1n khai th\u00e1c \u0111o\u1ea1n th\u1ecb tr\u01b0\u1eddng c\u1ee7a h\u1ecd v\u00e0 v\u00ec v\u1eady c\u00f3 th\u1ec3 \u0111\u1ea1t t\u1ec9 su\u1ea5t l\u1ee3i nhu\u1eadn cao.\u00a0<\/p>\n

Nhi\u1ec7m v\u1ee5 ch\u00ednh c\u1ee7a doanh nghi\u1ec7p n\u00e9p g\u00f3c l\u00e0 t\u1ea1o \u0111\u01b0\u1ee3c nh\u1eefng \u0111o\u1ea1n th\u1ecb tr\u01b0\u1eddng ri\u00eang, m\u1edf r\u1ed9ng \u0111\u01b0\u1ee3c \u0111o\u1ea1n th\u1ecb tr\u01b0\u1eddng \u0111\u00e3 \u0111\u1ea1t \u0111\u01b0\u1ee3c v\u00e0 b\u1ea3o v\u1ec7 \u0111\u01b0\u1ee3c n\u00f3 tr\u01b0\u1edbc c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh.<\/p>\n

V\u00ed d\u1ee5, trong ng\u00e0nh s\u1ea3n xu\u1ea5t \u00f4 t\u00f4, c\u00e1c doanh nghi\u1ec7p l\u1edbn th\u01b0\u1eddng ch\u00fa tr\u1ecdng v\u00e0o c\u00e1c \u0111o\u1ea1n th\u1ecb tr\u01b0\u1eddng c\u00f3 qui m\u00f4 l\u1edbn v\u00e0 c\u1ed1 g\u1eafng \u0111\u1ec3 gi\u1ea3m chi ph\u00ed th\u00f4ng qua vi\u1ec7c s\u1ea3n xu\u1ea5t s\u1ed1 l\u01b0\u1ee3ng l\u1edbn c\u00e1c linh ph\u1ee5 ki\u1ec7n, t\u1eeb \u0111\u00f3 t\u1eadn d\u1ee5ng l\u1ee3i \u00edch kinh t\u1ebf theo qui m\u00f4.<\/p>\n

Chi\u1ebfn l\u01b0\u1ee3c th\u00edch h\u1ee3p v\u1edbi c\u00e1c \u0111i\u1ec1u ki\u1ec7n th\u1ecb tr\u01b0\u1eddng sau:<\/b><\/p>\n

– Th\u1ecb tr\u01b0\u1eddng \u1ed5n \u0111\u1ecbnh ho\u1eb7c t\u0103ng tr\u01b0\u1edfng y\u1ebfu. S\u1ea3n ph\u1ea9m \u00edt thay \u0111\u1ed5i v\u00e0 d\u1ecbch v\u1ee5 t\u01b0\u01a1ng \u0111\u1ed1i quen thu\u1ed9c.\u00a0<\/p>\n

– Doanh nghi\u1ec7p ch\u1ec9 chuy\u00ean m\u00f4n h\u00f3a v\u00e0o m\u1ed9t s\u1ed1 \u00edt ho\u1ea1t \u0111\u1ed9ng<\/p>\n

– Doanh nghi\u1ec7p t\u1ea1o \u0111\u01b0\u1ee3c s\u1ef1 n\u1ed5i ti\u1ebfng v\u1ec1 quan h\u1ec7 ch\u1ea5t l\u01b0\u1ee3ng\/gi\u00e1 c\u1ea3<\/p>\n

– Chi ph\u00ed th\u1ea5p nh\u1edd ch\u1ee7ng lo\u1ea1i h\u1eb9p, \u00edt chi ti\u00eau cho nghi\u00ean c\u1ee9u v\u00e0 ph\u00e1t tri\u1ec3n, cho vi\u1ec7c tung s\u1ea3n ph\u1ea9m v\u00e0 h\u1ed7 tr\u1ee3 th\u01b0\u01a1ng m\u1ea1i.<\/p>\n

C\u00e1c doanh nghi\u1ec7p \u00e1p d\u1ee5ng chi\u1ebfn l\u01b0\u1ee3c n\u00e0y th\u00e0nh c\u00f4ng th\u01b0\u1eddng c\u00f3 3 \u0111\u1eb7c \u0111i\u1ec3m<\/b>:<\/p>\n

C\u00f3 kh\u1ea3 n\u0103ng ph\u00e2n \u0111o\u1ea1n th\u1ecb tr\u01b0\u1eddng m\u1ed9t c\u00e1ch s\u00e1ng t\u1ea1o<\/i>, t\u1eadp trung ho\u1ea1t \u0111\u1ed9ng c\u1ee7a h\u1ecd v\u00e0o m\u1ed9t s\u1ed1 \u0111\u1ed1i t\u01b0\u1ee3ng m\u00e0 doanh nghi\u1ec7p c\u00f3 th\u1ebf m\u1ea1nh<\/p>\n

S\u1eed d\u1ee5ng tri\u1ec7t \u0111\u1ec3 ngu\u1ed3n l\u1ef1c nghi\u00ean c\u1ee9u v\u00e0 ph\u00e1t tri\u1ec3n<\/i>. Khi ngu\u1ed3n l\u1ef1c h\u1ea1n ch\u1ebf h\u01a1n so v\u1edbi \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh th\u00ec ch\u00fang n\u00ean \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng hi\u1ec7u qu\u1ea3 h\u01a1n. C\u00f3 ngh\u0129a r\u1eb1ng, doanh nghi\u1ec7p kh\u00f4ng ch\u1ec9 t\u1eadp trung v\u00e0o nh\u1eefng c\u00f4ng vi\u1ec7c tr\u01b0\u1edbc m\u1eaft m\u00e0 c\u00f2n ch\u00fa tr\u1ecdng c\u1ea3i ti\u1ebfn c\u00f4ng ngh\u1ec7 hi\u1ec7n t\u1ea1i \u0111\u1ec3 \u0111em l\u1ea1i l\u1ee3i \u00edch cho kh\u00e1ch h\u00e0ng.<\/p>\n

Suy ngh\u0129 “nh\u1ecf”.<\/i> Theo quan \u0111i\u1ec3m kinh doanh “nh\u1ecf l\u00e0 \u0111\u1eb9p”, vi\u1ec7c t\u1eadp trung n\u1ed7 l\u1ef1c v\u00e0o vi\u1ec7c v\u1eadn h\u00e0nh ho\u1ea1t \u0111\u1ed9ng kinh doanh hi\u1ec7u qu\u1ea3 c\u00f2n t\u1ed1t h\u01a1n l\u00e0 t\u0103ng tr\u01b0\u1edfng cao v\u1edbi m\u1ecdi m\u1ee9c chi ph\u00ed. Vi\u1ec7c t\u1eadp trung n\u1ed7 l\u1ef1c v\u00e0o c\u00e1c \u0111o\u1ea1n th\u1ecb tr\u01b0\u1eddng \u0111\u00e3 ch\u1ecdn \u0111\u1ec3 ng\u00e0y c\u00e0ng tr\u1ee5 v\u1eefng trong \u0111o\u1ea1n th\u1ecb tr\u01b0\u1eddng \u0111\u00f3 l\u00e0 \u0111i\u1ec1u quan tr\u1ecdng v\u00e0 gi\u00fap doanh nghi\u1ec7p c\u00f3 kh\u1ea3 n\u0103ng ph\u00f2ng th\u1ee7 t\u1ed1t h\u01a1n.\u00a0<\/p>\n

Ng\u01b0\u1eddi n\u00e9p g\u00f3c c\u00f3 th\u1ec3 theo \u0111u\u1ed5i m\u1ed9t s\u1ed1 \u0111\u1ecbnh h\u01b0\u1edbng chi\u1ebfn l\u01b0\u1ee3c sau<\/b>:<\/p>\n

– Chuy\u00ean m\u00f4n h\u00f3a theo ng\u01b0\u1eddi s\u1eed d\u1ee5ng cu\u1ed1i c\u00f9ng<\/p>\n

– Chuy\u00ean m\u00f4n h\u00f3a v\u00e0o m\u1ed9t kh\u00e2u trong chu\u1ed7i gi\u00e1 tr\u1ecb<\/p>\n

– Chuy\u00ean m\u00f4n h\u00f3a theo nh\u00f3m kh\u00e1ch h\u00e0ng v\u1edbi qui m\u00f4 kh\u00e1c nhau<\/p>\n

– Chuy\u00ean m\u00f4n h\u00f3a theo kh\u00e1ch h\u00e0ng \u0111\u1eb7c bi\u1ec7t<\/p>\n

– Chuy\u00ean m\u00f4n h\u00f3a theo khu v\u1ef1c th\u1ecb tr\u01b0\u1eddng \u0111\u1ecba l\u00ed<\/p>\n

– Chuy\u00ean m\u00f4n h\u00f3a theo s\u1ea3n ph\u1ea9m ho\u1eb7c ch\u1ee7ng lo\u1ea1i s\u1ea3n ph\u1ea9m<\/p>\n

– Chuy\u00ean m\u00f4n h\u00f3a theo c\u00f4ng vi\u1ec7c<\/p>\n

– Chuy\u00ean m\u00f4n h\u00f3a theo d\u1ecbch v\u1ee5<\/p>\n

– Chuy\u00ean m\u00f4n h\u00f3a theo k\u00eanh ph\u00e2n ph\u1ed1i.<\/p>\n

Chi\u1ebfn l\u01b0\u1ee3c n\u00e9p g\u00f3c th\u1ecb tr\u01b0\u1eddng th\u01b0\u1eddng c\u00f3 r\u1ee7i ro khi \u0111o\u1ea1n th\u1ecb tr\u01b0\u1eddng c\u1ee7a h\u1ecd b\u1ecb c\u00e1c doanh nghi\u1ec7p l\u1edbn nh\u00f2m ng\u00f3 v\u00e0 t\u1ea5n c\u00f4ng chi\u1ebfm l\u0129nh \u0111\u1ec3 ph\u00e1t tri\u1ec3n th\u00e0nh th\u1ecb tr\u01b0\u1eddng l\u1edbn ho\u1eb7c khi \u0111o\u1ea1n th\u1ecb tr\u01b0\u1eddng c\u00f3 s\u1ef1 bi\u1ebfn \u0111\u1ed5i v\u1ec1 h\u00e0nh vi ti\u00eau d\u00f9ng. B\u1edfi v\u1eady, c\u00e1c doanh nghi\u1ec7p n\u00e9p g\u00f3c c\u0169ng n\u00ean \u0111\u1ed3ng th\u1eddi khai th\u00e1c nhi\u1ec1u \u0111o\u1ea1n th\u1ecb tr\u01b0\u1eddng nh\u1ecf thay v\u00ec ch\u1ec9 m\u1ed9t \u0111o\u1ea1n duy nh\u1ea5t.<\/p>\n

(T\u00e0i li\u1ec7u tham kh\u1ea3o: Gi\u00e1o tr\u00ecnh Qu\u1ea3n tr\u1ecb Marketing, NXB \u0110\u1ea1i h\u1ecdc Kinh t\u1ebf Qu\u1ed1c d\u00e2n)<\/i><\/p>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

\n Chi\u1ebfn l\u01b0\u1ee3c n\u00e9p g\u00f3c th\u1ecb tr\u01b0\u1eddng (ti\u1ebfng Anh: Corner Market Strategy) l\u00e0 chi\u1ebfn l\u01b0\u1ee3c doanh nghi\u1ec7p ch\u1ec9 quan t\u00e2m \u0111\u1ebfn c\u00e1c \u0111o\u1ea1n th\u1ecb tr\u01b0\u1eddng nh\u1ecf v\u00e0 c\u1ed1 g\u1eafng chi\u1ebfm kho\u1ea3ng tr\u1ed1ng th\u1ecb tr\u01b0\u1eddng m\u00e0 \u1edf \u0111\u00f3 h\u1ecd hi v\u1ecdng chuy\u00ean m\u00f4n h\u00f3a ho\u1ea1t \u0111\u1ed9ng.\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\/36338"}],"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=36338"}],"version-history":[{"count":1,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/36338\/revisions"}],"predecessor-version":[{"id":68836,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/36338\/revisions\/68836"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=36338"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=36338"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=36338"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}