{"id":36434,"date":"2023-12-08T12:13:22","date_gmt":"2023-12-08T12:13:22","guid":{"rendered":"https:\/\/masterskills.org\/blog\/moi-truong-nhan-khau-hoc-demographic-environment-trong-marketing-la-gi.html"},"modified":"2023-12-24T21:44:27","modified_gmt":"2023-12-24T14:44:27","slug":"moi-truong-nhan-khau-hoc-demographic-environment-trong-marketing-la-gi","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/moi-truong-nhan-khau-hoc-demographic-environment-trong-marketing-la-gi.html","title":{"rendered":"M\u00f4i tr\u01b0\u1eddng nh\u00e2n kh\u1ea9u h\u1ecdc (Demographic environment) trong marketing l\u00e0 g\u00ec?"},"content":{"rendered":"
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H\u00ecnh minh h\u1ecda (Ngu\u1ed3n: parson-russell-terrier)<\/p>\n<\/div>\n<\/div>\n

M\u00f4i tr\u01b0\u1eddng nh\u00e2n kh\u1ea9u h\u1ecdc<\/font><\/h2>\n

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

M\u00f4i tr\u01b0\u1eddng nh\u00e2n kh\u1ea9u h\u1ecdc<\/b> trong ti\u1ebfng Anh g\u1ecdi l\u00e0:\u00a0Demographic environment.<\/b><\/p>\n

M\u00f4i tr\u01b0\u1eddng nh\u00e2n kh\u1ea9u h\u1ecdc<\/b> \u0111\u1ec1 c\u1eadp \u0111\u1ebfn c\u00e1c \u0111\u1eb7c \u0111i\u1ec3m d\u00e2n s\u1ed1 bao quanh m\u1ed9t c\u00f4ng ty ho\u1eb7c qu\u1ed1c gia v\u00e0 \u0111i\u1ec1u \u0111\u00f3 \u1ea3nh h\u01b0\u1edfng l\u1edbn \u0111\u1ebfn th\u1ecb tr\u01b0\u1eddng. M\u00f4i tr\u01b0\u1eddng nh\u00e2n kh\u1ea9u h\u1ecdc bao g\u1ed3m c\u00e1c y\u1ebfu t\u1ed1 nh\u01b0 ph\u00e2n b\u1ed1 tu\u1ed5i, sinh, t\u1eed, nh\u1eadp c\u01b0, t\u00ecnh tr\u1ea1ng h\u00f4n nh\u00e2n, gi\u1edbi t\u00ednh, gi\u00e1o d\u1ee5c, t\u00f4n gi\u00e1o v\u00e0 c\u00e1c \u0111\u1eb7c \u0111i\u1ec3m ph\u00e2n b\u1ed1 \u0111\u1ecba l\u00ed th\u01b0\u1eddng \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng cho m\u1ee5c \u0111\u00edch ph\u00e2n kh\u00fac.<\/p>\n

(Theo The Common Language Marketing Dictionary, Marketing Accountability Standards Board)<\/i><\/p>\n

Nh\u00e2n kh\u1ea9u h\u1ecdc l\u00e0 khoa h\u1ecdc nghi\u00ean c\u1ee9u v\u1ec1 d\u00e2n s\u1ed1 tr\u00ean c\u00e1c kh\u00eda c\u1ea1nh nh\u01b0: qui m\u00f4 d\u00e2n s\u1ed1, m\u1eadt \u0111\u1ed9 ph\u00e2n b\u1ed1 d\u00e2n c\u01b0, tu\u1ed5i t\u00e1c, gi\u1edbi t\u00ednh, ch\u1ee7ng t\u1ed9c ngh\u1ec1 nghi\u1ec7p v\u00e0 c\u00e1c chi ti\u00eau th\u1ed1ng k\u00ea kh\u00e1c.<\/p>\n

Nh\u00e2n kh\u1ea9u l\u00e0 y\u1ebfu t\u1ed1 \u0111\u1ea7u ti\u00ean quan tr\u1ecdng m\u00e0 b\u1ea5t k\u00ec nh\u00e0 qu\u1ea3n tr\u1ecb marketing n\u00e0o c\u0169ng ph\u1ea3i quan t\u00e2m, v\u00ec nh\u00e2n kh\u1ea9u t\u1ea1o ra kh\u00e1ch h\u00e0ng cho doanh nghi\u1ec7p.\u00a0<\/p>\n

C\u00e1c ph\u01b0\u01a1ng di\u1ec7n t\u00e1c \u0111\u1ed9ng<\/font><\/h3>\n

Ti\u1ebfp c\u1eadn nh\u00e2n kh\u1ea9u – d\u00e2n s\u1ed1 theo nh\u1eefng g\u00f3c \u0111\u1ed9 kh\u00e1c nhau \u0111\u1ec1u c\u00f3 th\u1ec3 tr\u1edf th\u00e0nh nh\u1eefng tham s\u1ed1 \u1ea3nh h\u01b0\u1edfng t\u1edbi quy\u1ebft \u0111\u1ecbnh marketing c\u1ee7a doanh nghi\u1ec7p. B\u1edfi v\u00ec, c\u00e1c tham s\u1ed1 kh\u00e1c nhau c\u1ee7a nh\u00e2n kh\u1ea9u \u0111\u1ec1u c\u00f3 th\u1ec3 t\u1ea1o ra s\u1ef1 kh\u00e1c bi\u1ec7t kh\u00f4ng ch\u1ec9 qui m\u00f4 m\u00e0 c\u1ea3 \u0111\u1eb7c t\u00ednh nhu c\u1ea7u.<\/p>\n

\u00a0Nh\u00e2n kh\u1ea9u hay d\u00e2n s\u1ed1 t\u00e1c \u0111\u1ed9ng t\u1edbi ho\u1ea1t \u0111\u1ed9ng marketing c\u1ee7a c\u00e1c doanh nghi\u1ec7p ch\u1ee7 y\u1ebfu tr\u00ean c\u00e1c ph\u01b0\u01a1ng di\u1ec7n sau:<\/p>\n

– Qui m\u00f4 v\u00e0 t\u1ed1c \u0111\u1ed9 t\u0103ng d\u00e2n s\u1ed1 l\u00e0 kh\u00eda c\u1ea1nh quan tr\u1ecdng t\u00e1c \u0111\u1ed9ng t\u1edbi qui m\u00f4 nhu c\u1ea7u. Th\u00f4ng th\u01b0\u1eddng qui m\u00f4 d\u00e2n s\u1ed1 c\u1ee7a m\u1ed9t qu\u1ed1c gia c\u1ee7a m\u1ed9t v\u00f9ng, m\u1ed9t khu v\u1ef1c, m\u1ed9t \u0111\u1ecba ph\u01b0\u01a1ng c\u00e0ng l\u1edbn th\u00ec b\u00e1o hi\u1ec7u qui m\u00f4 th\u1ecb tr\u01b0\u1eddng l\u1edbn.\u00a0<\/p>\n

B\u1ea5t k\u00ec c\u00f4ng ty n\u00e0o, k\u1ec3 c\u1ea3 c\u00f4ng ty s\u1ea3n xu\u1ea5t h\u00e0ng t\u01b0 li\u1ec7u s\u1ea3n xu\u1ea5t hay ti\u00eau d\u00f9ng, \u0111\u1ec1u b\u1ecb h\u1ea5p d\u1eabn b\u1edfi nh\u1eefng th\u1ecb tr\u01b0\u1eddng c\u00f3 qui m\u00f4 d\u00e2n s\u1ed1 l\u1edbn. T\u1ed1c \u0111\u1ed9 t\u0103ng d\u00e2n s\u1ed1 l\u00e0 qui m\u00f4 d\u00e2n s\u1ed1 \u0111\u01b0\u1ee3c xem x\u00e9t \u1edf tr\u1ea1ng th\u00e1i \u0111\u1ed9ng. D\u00e2n s\u1ed1 t\u0103ng nhanh, ch\u1eadm hay gi\u1ea3m s\u00fat l\u00e0 ch\u1ec9 s\u1ed1 b\u00e1o hi\u1ec7u di\u1ec5n ti\u1ebfn t\u01b0\u01a1ng \u1ee9ng c\u1ee7a qui m\u00f4 th\u1ecb tr\u01b0\u1eddng.\u00a0<\/p>\n

T\u1ea5t nhi\u00ean, \u0111\u1ed1i v\u1edbi t\u1eebng m\u1eb7t h\u00e0ng c\u1ee5 th\u1ec3, t\u01b0\u01a1ng quan \u0111\u00f3 kh\u00f4ng ph\u1ea3i bao gi\u1edd c\u0169ng \u0103n kh\u1edbp tuy\u1ec7t \u0111\u1ed1i, do \u0111\u00f3, \u0111\u00f4i khi n\u00f3 c\u00f3 th\u1ec3 l\u00e0 c\u01a1 h\u1ed9i cho doanh nghi\u1ec7p n\u00e0y nh\u01b0ng l\u1ea1i l\u00e0 nguy c\u01a1 (b\u1ea5t l\u1ee3i) cho doanh nghi\u1ec7p kh\u00e1c.<\/p>\n

– C\u01a1 c\u1ea5u d\u00e2n s\u1ed1 c\u00f3 t\u00e1c \u0111\u1ed9ng r\u1ea5t l\u1edbn \u0111\u1ebfn qui m\u00f4 nhu c\u1ea7u c\u1ee7a c\u00e1c h\u00e0ng h\u00f3a d\u1ecbch v\u1ee5 c\u1ee5 th\u1ec3 \u0111\u1ebfn \u0111\u1eb7c t\u00ednh nhu c\u1ea7u. C\u01a1 c\u1ea5u d\u00e2n s\u1ed1 c\u0169ng \u0111\u01b0\u1ee3c xem x\u00e9t theo nhi\u1ec1u tham s\u1ed1 kh\u00e1c nhau. M\u1ed7i tham s\u1ed1 s\u1ebd t\u00e1c \u0111\u1ed9ng kh\u00e1c nhau t\u1edbi c\u00e1c quy\u1ebft \u0111\u1ecbnh marketing.\u00a0<\/p>\n

Nh\u1eefng tham s\u1ed1 \u0111i\u1ec3n h\u00ecnh c\u1ee7a c\u01a1 c\u1ea5u d\u00e2n s\u1ed1 th\u01b0\u1eddng \u0111\u01b0\u1ee3c c\u00e1c nh\u00e0 qu\u1ea3n tr\u1ecb marketing, \u0111\u1eb7c bi\u1ec7t l\u00e0 trong l\u0129nh v\u1ef1c h\u00e0ng ti\u00eau d\u00f9ng, quan t\u00e2m l\u00e0: gi\u1edbi t\u00ednh, tu\u1ed5i t\u00e1c.\u00a0<\/p>\n

C\u00f3 th\u1ec3 n\u00f3i \u0111\u00e2y l\u00e0 hai tham s\u1ed1 quan tr\u1ecdng nh\u1ea5t c\u00f3 \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn c\u01a1 c\u1ea5u h\u00e0ng h\u00f3a v\u00e0 d\u1ecbch v\u1ee5 ti\u00eau d\u00f9ng n\u00ean vi\u1ec7c t\u1ea1o c\u01a1 h\u1ed9i cho nh\u00f3m h\u00e0ng n\u00e0y g\u00e2y ra kh\u00f3 kh\u0103n cho h\u00e0ng kh\u00e1c l\u00e0 kh\u00f3 tr\u00e1nh kh\u1ecfi.\u00a0<\/p>\n

Tuy nhi\u00ean, s\u1ef1 bi\u1ebfn \u0111\u1ed5i c\u1ee7a nh\u1eefng tham s\u1ed1 n\u00e0y di\u1ec5n ra t\u1eeb t\u1eeb, c\u00f3 t\u00ednh ch\u1ea5t t\u1ecbnh ti\u1ebfn ch\u1ee9 kh\u00f4ng ph\u1ea3i “mau l\u1eb9, t\u1ee9c th\u00ec”. Ngo\u00e0i ra, n\u1ebfu c\u01a1 c\u1ea5u d\u00e2n s\u1ed1 \u0111\u01b0\u1ee3c xem x\u00e9t theo g\u00f3c \u0111\u1ed9 c\u01a1 c\u1ea5u ngh\u1ec1 nghi\u1ec7p, c\u01a1 c\u1ea5u theo th\u00e0nh th\u1ecb v\u00e0 n\u00f4ng th\u00f4n, theo tr\u00ecnh \u0111\u1ed9 h\u1ecdc v\u1ea5n c\u0169ng l\u00e0 nh\u1eefng tham s\u1ed1 \u0111\u00e1ng quan t\u00e2m c\u1ee7a c\u00e1c nh\u00e0 qu\u1ea3n tr\u1ecb marketing.<\/p>\n

– T\u00ecnh tr\u1ea1ng h\u00f4n nh\u00e2n v\u00e0 gia d\u00ecnh c\u0169ng l\u00e0 v\u1ea5n \u0111\u1ec1 \u0111\u00e1ng ch\u00fa \u00fd c\u1ee7a nhi\u1ec1u quy\u1ebft \u0111\u1ecbnh marketing. C\u00e1c kh\u00eda c\u1ea1nh li\u00ean quan \u0111\u1ebfn gia \u0111\u00ecnh nh\u01b0: tu\u1ed5i k\u1ebft h\u00f4n, tu\u1ed5i sinh con \u0111\u1ea7u l\u00f2ng, qui m\u00f4 gia \u0111\u00ecnh, s\u1ed1 l\u01b0\u1ee3ng gia \u0111\u00ecnh, s\u1ed1 con \u0111\u01b0\u1ee3c sinh c\u1ee7a m\u1ed9t gia \u0111\u00ecnh… \u0111\u1ec1u t\u00e1c \u0111\u1ed9ng l\u1edbn \u0111\u1ebfn c\u00e1c tr\u1ea1ng th\u00e1i v\u00e0 t\u00ednh ch\u1ea5t c\u1ee7a c\u1ea7u th\u1ecb tr\u01b0\u1eddng.<\/p>\n

Xu h\u01b0\u1edbng nh\u1eefng ng\u01b0\u1eddi s\u1ed1ng \u0111\u1ed9c th\u00e2n ng\u00e0y c\u00e0ng t\u0103ng l\u00ean g\u1eafn li\u1ec1n v\u1edbi x\u00e3 h\u1ed9i hi\u1ec7n \u0111\u1ea1i, c\u0169ng l\u00e0 xu h\u01b0\u1edbng \u0111\u00e1ng quan t\u00e2m c\u1ee7a nhi\u1ec1u c\u00f4ng ty.<\/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 M\u00f4i tr\u01b0\u1eddng nh\u00e2n kh\u1ea9u h\u1ecdc (ti\u1ebfng Anh: Demographic environment) l\u00e0 m\u1ed9t trong nh\u1eefng y\u1ebfu t\u1ed1 c\u01a1 b\u1ea3n c\u1ee7a m\u00f4i tr\u01b0\u1eddng marketing v\u0129 m\u00f4 m\u00e0 b\u1ed9 ph\u00e2n marketing \u1edf m\u1ed7i doanh nghi\u1ec7p \u0111\u1ec1u ph\u1ea3i quan t\u00e2m.\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\/36434"}],"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=36434"}],"version-history":[{"count":1,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/36434\/revisions"}],"predecessor-version":[{"id":68892,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/36434\/revisions\/68892"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=36434"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=36434"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=36434"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}