{"id":36458,"date":"2023-12-08T12:14:40","date_gmt":"2023-12-08T12:14:40","guid":{"rendered":"https:\/\/masterskills.org\/blog\/tai-san-marketing-dua-tren-khach-hang-customer-based-marketing-assets-la-gi.html"},"modified":"2023-12-24T21:44:28","modified_gmt":"2023-12-24T14:44:28","slug":"tai-san-marketing-dua-tren-khach-hang-customer-based-marketing-assets-la-gi","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/tai-san-marketing-dua-tren-khach-hang-customer-based-marketing-assets-la-gi.html","title":{"rendered":"T\u00e0i s\u1ea3n marketing d\u1ef1a tr\u00ean kh\u00e1ch h\u00e0ng (Customer-Based Marketing Assets) l\u00e0 g\u00ec?"},"content":{"rendered":"
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H\u00ecnh minh h\u1ecda (Ngu\u1ed3n: Pinterest)<\/i><\/p>\n<\/div>\n<\/div>\n

T\u00e0i s\u1ea3n marketing d\u1ef1a tr\u00ean kh\u00e1ch h\u00e0ng (Customer-Based Marketing Assets)<\/font><\/h2>\n

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

T\u00e0i s\u1ea3n marketing d\u1ef1a tr\u00ean kh\u00e1ch h\u00e0ng <\/b>trong ti\u1ebfng Anh g\u1ecdi l\u00e0 Customer-Based Marketing Assets.<\/b><\/p>\n

T\u00e0i s\u1ea3n marketing d\u1ef1a tr\u00ean kh\u00e1ch h\u00e0ng <\/b>th\u01b0\u1eddng l\u00e0\u00a0nh\u1eefng t\u00e0i s\u1ea3n t\u1ed3n t\u1ea1i trong t\u00e2m tr\u00ed kh\u00e1ch h\u00e0ng v\u00e0 v\u1ec1 b\u1ea3n ch\u1ea5t th\u00ec ch\u00fang v\u00f4 h\u00ecnh. Tuy nhi\u00ean, ch\u00fang c\u00f3 th\u1ec3 l\u00e0 m\u1ed9t trong nh\u1eefng y\u1ebfu t\u1ed1 gi\u00fap v\u1ecb th\u1ebf c\u1ea1nh tranh \u0111\u01b0\u1ee3c b\u1ea3o v\u1ec7 tr\u00ean th\u1ecb tr\u01b0\u1eddng.<\/p>\n

M\u1ed9t s\u1ed1 t\u00e0i s\u1ea3n marketing d\u1ef1a tr\u00ean kh\u00e1ch h\u00e0ng\u00a0<\/font><\/h3>\n

Th\u01b0\u01a1ng hi\u1ec7u v\u00e0 danh ti\u1ebfng c\u1ee7a doanh nghi\u1ec7p<\/b><\/p>\n

M\u1ed9t trong nh\u1eefng lo\u1ea1i t\u00e0i s\u1ea3n d\u1ef1a tr\u00ean kh\u00e1ch h\u00e0ng c\u1ee7a c\u00f4ng ty \u0111\u00f3 l\u00e0 danh ti\u1ebfng v\u00e0 h\u00ecnh \u1ea3nh. C\u00e1c c\u00f4ng ty nh\u01b0 Mercedes, BMW v\u00e0 RollsRoyce c\u00f3 h\u00ecnh \u1ea3nh r\u00f5 r\u00e0ng v\u00e0 cung \u1ee9ng m\u1ed9t s\u1ed1 l\u1ee3i \u00edch cho kh\u00e1ch h\u00e0ng (\u0111\u00e1ng tin c\u1eady, b\u1ec1n, uy t\u00edn, ch\u1ea5t l\u01b0\u1ee3ng t\u1ed5ng th\u1ec3).\u00a0<\/p>\n

Tuy nhi\u00ean, h\u00ecnh \u1ea3nh v\u00e0 danh ti\u1ebfng c\u0169ng c\u00f3 th\u1ec3 l\u00e0 t\u00e0i s\u1ea3n ti\u00eau c\u1ef1c cho doanh nghi\u1ec7p. N\u00f3 c\u00f3 th\u1ec3 kh\u00e1c xa s\u1ef1 suy ngh\u0129 c\u1ee7a kh\u00e1ch h\u00e0ng v\u1ec1 ch\u1ea5t l\u01b0\u1ee3ng s\u1ea3n ph\u1ea9m c\u1ee7a doanh nghi\u1ec7p. Nh\u1eadn di\u1ec7n v\u00e0 khai th\u00e1c th\u01b0\u01a1ng hi\u1ec7u lu\u00f4n gi\u1eef v\u1ecb tr\u00ed trung t\u00e2m trong nhi\u1ec1u quan \u0111i\u1ec3m marketing.<\/p>\n

Th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3 coi l\u00e0 m\u1ed9t t\u00e0i s\u1ea3n marketing quan tr\u1ecdng v\u00ec m\u1ed9t s\u1ed1 l\u00ed do: X\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u l\u00e0 vi\u1ec7c l\u00e0m kh\u00f3; th\u01b0\u01a1ng hi\u1ec7u t\u0103ng th\u00eam gi\u00e1 tr\u1ecb cho kh\u00e1ch h\u00e0ng, th\u01b0\u01a1ng hi\u1ec7u c\u00f3 kh\u1ea3 n\u0103ng b\u1ea3o v\u1ec7 v\u1ecb th\u1ebf c\u1ea1nh tranh c\u1ee7a doanh nghi\u1ec7p, th\u01b0\u01a1ng hi\u1ec7u c\u00f3 kh\u1ea3 n\u0103ng gi\u1eef ch\u00e2n kh\u00e1ch h\u00e0ng (x\u00e2y d\u1ef1ng s\u1ef1 trung th\u00e0nh), th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c chuy\u1ec3n giao gi\u1eefa c\u00e1c th\u1ecb v\u01b0\u1ee3t ra ngo\u00e0i t\u1ea7m qu\u1ed1c gia, th\u01b0\u01a1ng hi\u1ec7u th\u1ec3 hi\u1ec7n kh\u1ea3 n\u0103ng t\u00e0i ch\u00ednh,…<\/p>\n

Xu\u1ea5t x\u1ee9 s\u1ea3n ph\u1ea9m:\u00a0<\/b>Ngu\u1ed3n g\u1ed1c xu\u1ea5t x\u1ee9 c\u1ee7a s\u1ea3n ph\u1ea9m c\u0169ng \u1ea3nh h\u01b0\u1edfng l\u1edbn t\u1edbi nh\u1eadn th\u1ee9c c\u1ee7a kh\u00e1ch h\u00e0ng v\u1ec1 doanh nghi\u1ec7p. C\u00e1c c\u00f4ng ty kinh doanh tr\u00ean th\u1ecb tr\u01b0\u1eddng qu\u1ed1c t\u1ebf th\u00ec vi\u1ec7c x\u00e1c \u0111\u1ecbnh qu\u1ed1c gia xu\u1ea5t x\u1ee9 c\u1ee7a c\u00f4ng ty c\u00f3 th\u1ec3 coi l\u00e0 t\u00e0i s\u1ea3n ho\u1eb7c c\u0169ng c\u00f3 th\u1ec3 l\u00e0 m\u1ed9t kho\u1ea3n n\u1ee3.<\/p>\n

Chi\u1ebfm \u01b0u th\u1ebf th\u1ecb tr\u01b0\u1eddng<\/b>: \u01afu th\u1ebf tr\u00ean th\u1ecb tr\u01b0\u1eddng c\u1ee7a doanh nghi\u1ec7p c\u0169ng \u0111\u01b0\u1ee3c coi nh\u01b0 m\u1ed9t t\u00e0i s\u1ea3n. \u01afu th\u1ec3 th\u1ecb tr\u01b0\u1eddng \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng nh\u01b0 m\u1ed9t trong c\u00e1c ti\u00eau ch\u00ed quy\u1ebft \u0111\u1ecbnh gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c \u0111\u1ec9nh gi\u1ea3 b\u1edfi Interbrand. C\u00e1c nh\u00e0 qu\u1ea3n tr\u1ecb \u0111\u1eb7c bi\u1ec7t mong mu\u1ed1n s\u1ea3n ph\u1ea9m c\u00f3 m\u1ee9c bao ph\u1ee7 th\u1ecb tr\u01b0\u1eddng t\u1ed1t, ph\u00e2n ph\u1ed1i r\u1ed9ng r\u00e3i v\u00e0 s\u1ea3n ph\u1ea9m \u0111\u01b0\u1ee3c tr\u01b0ng b\u00e0y t\u1ea1i v\u00ec tr\u00ed t\u1ed1t.<\/p>\n

S\u1ea3n ph\u1ea9m v\u00e0 d\u1ecbch v\u1ee5 cao c\u1ea5p<\/b>: M\u1ed9t doanh nghi\u1ec7p c\u00f3 s\u1ea3n ph\u1ea9m v\u00e0 d\u1ecbch v\u1ee5 \u01b0u th\u1ebf h\u01a1n s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 c\u1ee7a \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh tr\u00ean th\u1ecb tr\u01b0\u1eddng \u1edf m\u1ed9t kh\u00eda c\u1ea1nh n\u00e0o \u0111\u00f3 c\u0169ng \u0111\u01b0\u1ee3c coi l\u00e0 t\u00e0i s\u1ea3n c\u1ee7a doanh nghi\u1ec7p (r\u1ebb h\u01a1n, ch\u1ea5t l\u01b0\u1ee3ng t\u1ed1t h\u01a1n, phong c\u00e1ch v\u00e0 h\u1ee3p th\u1eddi trang hon).\u00a0<\/p>\n

B\u1ea5t k\u1ef3 s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 \u0111\u1eb7c tr\u01b0ng n\u00e0o c\u0169ng c\u00f3 th\u1ec3 l\u00e0 m\u1ed9t t\u00e0i s\u1ea3n marketing (tr\u1eeb phi ch\u00fang d\u1ec5 b\u1ecb b\u1eaft ch\u01b0\u1edbc) mi\u1ec5n l\u00e0 kh\u00e1ch h\u00e0ng s\u1eb5n s\u00e0ng chi tr\u1ea3 \u0111\u1ec3 mua n\u00f3.<\/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 T\u00e0i s\u1ea3n marketing d\u1ef1a tr\u00ean kh\u00e1ch h\u00e0ng (ti\u1ebfng Anh: Customer-Based Marketing Assets) th\u01b0\u1eddng l\u00e0 nh\u1eefng t\u00e0i s\u1ea3n t\u1ed3n t\u1ea1i trong t\u00e2m tr\u00ed kh\u00e1ch h\u00e0ng v\u00e0 v\u1ec1 b\u1ea3n ch\u1ea5t th\u00ec ch\u00fang v\u00f4 h\u00ecnh.\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\/36458"}],"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=36458"}],"version-history":[{"count":1,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/36458\/revisions"}],"predecessor-version":[{"id":68900,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/36458\/revisions\/68900"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=36458"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=36458"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=36458"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}