{"id":36472,"date":"2023-12-08T12:16:21","date_gmt":"2023-12-08T12:16:21","guid":{"rendered":"https:\/\/masterskills.org\/blog\/marketing-noi-bo-internal-marketing-la-gi-pham-vi-cua-marketing-noi-bo.html"},"modified":"2023-12-24T21:44:29","modified_gmt":"2023-12-24T14:44:29","slug":"marketing-noi-bo-internal-marketing-la-gi-pham-vi-cua-marketing-noi-bo","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/marketing-noi-bo-internal-marketing-la-gi-pham-vi-cua-marketing-noi-bo.html","title":{"rendered":"Marketing n\u1ed9i b\u1ed9 (Internal Marketing) l\u00e0 g\u00ec? Ph\u1ea1m vi c\u1ee7a marketing n\u1ed9i b\u1ed9"},"content":{"rendered":"
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H\u00ecnh minh h\u1ecda (Ngu\u1ed3n: Masterskills)<\/i><\/p>\n<\/div>\n<\/div>\n

Marketing n\u1ed9i b\u1ed9 (Internal Marketing)<\/font><\/h2>\n

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

Marketing n\u1ed9i b\u1ed9<\/b> trong ti\u1ebfng Anh g\u1ecdi l\u00e0 Internal Marketing.
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Marketing n\u1ed9i b\u1ed9<\/b> th\u1ef1c ch\u1ea5t l\u00e0 vi\u1ec7c nh\u00e0 qu\u1ea3n tr\u1ecb marketing ph\u00e1t tri\u1ec3n m\u1ed9t ch\u01b0\u01a1ng tr\u00ecnh marketing nh\u1eb1m t\u1edbi th\u1ecb tr\u01b0\u1eddng n\u1ed9i b\u1ed9 trong doanh nghi\u1ec7p c\u00f3 s\u1ef1 t\u01b0\u01a1ng \u0111\u1ed3ng v\u00e0 ph\u00f9 h\u1ee3p v\u1edbi ch\u01b0\u01a1ng tr\u00ecnh marketing nh\u1eb1m t\u1edbi th\u1ecb tr\u01b0\u1eddng b\u00ean ngo\u00e0i g\u1ed3m c\u00e1c kh\u00e1ch h\u00e0ng v\u00e0 c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh c\u1ee7a c\u00f4ng ty.\u00a0<\/p>\n

Ph\u1ea1m vi c\u1ee7a marketing n\u1ed9i b\u1ed9<\/font><\/b><\/h3>\n

Nh\u00e0 qu\u1ea3n tr\u1ecb marketing c\u00f3 nhi\u1ec1u m\u1ee9c \u0111\u1ed9 v\u1eadn d\u1ee5ng marketing n\u1ed9i b\u1ed9 trong qu\u00e1 tr\u00ecnh th\u1ef1c hi\u1ec7n k\u1ebf ho\u1ea1ch marketing:<\/p>\n

– Marketing n\u1ed9i b\u1ed9 t\u1eadp trung v\u00e0o s\u1ef1 ph\u00e1t tri\u1ec3n v\u00e0 \u0111\u01b0a ra nh\u1eefng ti\u00eau chu\u1ea9n cao trong ch\u1ea5t l\u01b0\u1ee3ng d\u1ecbch v\u1ee5 v\u00e0 s\u1ef1 th\u1ecfa m\u00e3n c\u1ee7a kh\u00e1ch h\u00e0ng.\u00a0<\/p>\n

– Marketing n\u1ed9i b\u1ed9 ch\u1ee7 y\u1ebfu quan t\u00e2m \u0111\u1ebfn s\u1ef1 ph\u00e1t tri\u1ec3n c\u1ee7a c\u00e1c ch\u01b0\u01a1ng tr\u00ecnh truy\u1ec1n th\u00f4ng n\u1ed9i b\u1ed9 cung c\u1ea5p cho c\u00e1n b\u1ed9 c\u00f4ng nh\u00e2n vi\u00ean nh\u1eefng th\u00f4ng tin c\u1ea7n thi\u1ebft v\u00e0 c\u00f3 \u0111\u01b0\u1ee3c s\u1ef1 \u1ee7ng h\u1ed9 c\u1ee7a h\u1ecd.<\/p>\n

– Marketing n\u1ed9i b\u1ed9 \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng nh\u01b0 m\u1ed9t ph\u01b0\u01a1ng ph\u00e1p c\u00f3 h\u1ec7 th\u1ed1ng trong qu\u1ea3n tr\u1ecb s\u1ef1 ch\u1ea5p nh\u1eadn nh\u1eefng c\u1ea3i ti\u1ebfn trong doanh nghi\u1ec7p.<\/p>\n

– Marketing n\u1ed9i b\u1ed9 li\u00ean quan \u0111\u1ebfn vi\u1ec7c cung c\u1ea5p s\u1ea3n ph\u1ea9m v\u00e0 d\u1ecbch v\u1ee5 cho nh\u1eefng ng\u01b0\u1eddi s\u1eed d\u1ee5ng b\u00ean trong c\u00f4ng ty v\u00e0 k\u1ebf ho\u1ea1ch marketing.\u00a0<\/p>\n

– Marketing n\u1ed9i b\u1ed9 \u0111\u01b0\u1ee3c xem nh\u01b0 m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c th\u1ef1c hi\u1ec7n c\u00e1c k\u1ebf ho\u1ea1ch marketing.<\/p>\n

Marketing n\u1ed9i b\u1ed9 v\u00e0 ch\u1ea5t l\u01b0\u1ee3ng d\u1ecbch v\u1ee5<\/b><\/p>\n

N\u1ed9i dung c\u1ee7a marketing n\u1ed9i b\u1ed9 th\u01b0\u1eddng \u0111\u01b0\u1ee3c th\u1ea5y trong c\u00e1c ch\u01b0\u01a1ng tr\u00ecnh \u0111\u00e0o t\u1ea1o ch\u0103m s\u00f3c kh\u00e1ch h\u00e0ng v\u00e0 c\u00e1c ho\u1ea1t \u0111\u1ed9ng t\u01b0\u01a1ng t\u1ef1.\u00a0<\/p>\n

T\u1eeb c\u00e1c qui tr\u00ecnh v\u00e0 r\u00e0o c\u1ea3n n\u1ed9i b\u1ed9 cho th\u1ea5y s\u1ef1 c\u1ea7n thi\u1ebft ph\u1ea3i c\u00e2n nh\u1eafc c\u1ea3 m\u00f4i tr\u01b0\u1eddng n\u1ed9i b\u1ed9 v\u00e0 b\u00ean ngo\u00e0i trong vi\u1ec7c \u0111o l\u01b0\u1eddng s\u1ef1 th\u1ecfa m\u00e3n c\u1ee7a kh\u00e1ch h\u00e0ng v\u00e0 tri\u1ec3n khai c\u00e1c h\u1ec7 th\u1ed1ng qu\u1ea3n l\u00ed.\u00a0<\/p>\n

\u0110\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c nh\u1eefng m\u1ee9c \u0111\u1ed9 m\u1ee5c ti\u00eau kh\u00e1c nhau v\u1ec1 d\u1ecbch v\u1ee5 v\u00e0 s\u1ef1 th\u1ecfa m\u00e3n c\u1ee7a kh\u00e1ch h\u00e0ng \u0111\u00f2i h\u1ecfi nh\u1eefng nh\u00e0 qu\u1ea3n l\u00ed v\u00e0 nh\u00e2n vi\u00ean ph\u1ea3i c\u00f3 s\u1ef1 thay \u0111\u1ed5i trong c\u00e1ch l\u00e0m vi\u1ec7c v\u00e0 th\u1eadm ch\u00ed c\u1ea3 s\u1ef1 hi sinh d\u00f9 h\u1ecd kh\u00f4ng h\u1ec1 mu\u1ed1n.<\/p>\n

Tr\u00ean th\u1ef1c t\u1ebf, c\u1ea7n c\u00f3 m\u1ed9t ch\u01b0\u01a1ng tr\u00ecnh marketing n\u1ed9i b\u1ed9 \u0111\u01b0\u1ee3c l\u00ean k\u1ebf ho\u1ea1ch v\u00e0 k\u1ebft c\u1ea5u ch\u1eb7t ch\u1ebd \u0111\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c vi\u1ec7c th\u1ef1c hi\u1ec7n \u0111o l\u01b0\u1eddng v\u00e0 qu\u1ea3n tr\u1ecb s\u1ef1 th\u1ecfa m\u00e3n c\u1ee7a kh\u00e1ch h\u00e0ng m\u1ed9t c\u00e1ch hi\u1ec7u qu\u1ea3. C\u1ea7n hi\u1ec3u r\u00f5 m\u1ed1i quan h\u1ec7 gi\u1eefa s\u1ef1 th\u1ecfa m\u00e3n c\u1ee7a kh\u00e1ch h\u00e0ng n\u1ed9i b\u1ed9 v\u00e0 kh\u00e1ch h\u00e0ng b\u00ean ngo\u00e0i.\u00a0<\/p>\n

B\u1ed1n k\u1ecbch b\u1ea3n c\u00f3 th\u1ec3 c\u00f3 khi so c\u00e1nh gi\u1eefa s\u1ef1 th\u1ecfa m\u00e3n c\u1ee7a kh\u00e1ch h\u00e0ng n\u1ed9i b\u1ed9 v\u00e0 kh\u00e1ch h\u00e0ng b\u00ean ngo\u00e0i: Hi\u1ec7p l\u1ef1c, b\u1ecb \u00e9p bu\u1ed9c, gh\u00e9t b\u1ecf, ph\u1ea5n kh\u00edch.<\/p>\n

Marketing n\u1ed9i b\u1ed9 v\u00e0 truy\u1ec1n th\u00f4ng n\u1ed9i b\u1ed9.<\/b><\/p>\n

C\u0169ng nh\u01b0 vi\u1ec7c \u0111\u00e0o t\u1ea1o ch\u0103m s\u00f3c kh\u00e1ch h\u00e0ng v\u00e0 t\u1eadp trung v\u00e0o ch\u1ea5t l\u01b0\u1ee3ng d\u1ecbch v\u1ee5, marketing n\u1ed9i b\u1ed9 \u0111\u01b0\u1ee3c xem nh\u01b0 l\u00e0 c\u00e1c ph\u01b0\u01a1ng ti\u1ec7n truy\u1ec1n th\u00f4ng n\u1ed9i b\u1ed9.\u00a0<\/p>\n

C\u00e1c d\u1ea1ng th\u1ee9c marketing n\u1ed9i b\u1ed9 bao g\u1ed3m: C\u00e1c b\u1ea3n tin \u0111\u1ecbnh k\u00ec c\u1ee7a c\u00f4ng ty, c\u00e1c cu\u1ed9c th\u1ea3o lu\u1eadn v\u00e0 kh\u00f3a \u0111\u00e0o t\u1ea1o nh\u00e2n vi\u00ean, h\u1ed9i th\u1ea3o qua video, c\u00e1c k\u00eanh truy\u1ec1n h\u00ecnh v\u1ec7 tinh, video t\u01b0\u01a1ng t\u00e1c, email…\u00a0<\/p>\n

Vi\u1ec7c x\u00e2y d\u1ef1ng k\u00eanh \u0111\u1ed1i tho\u1ea1i trong n\u1ed9i b\u1ed9 v\u00e0 khuy\u1ebfn kh\u00edch s\u1ef1 tham gia c\u1ee7a c\u00e1n b\u1ed9 nh\u00e2n vi\u00ean ng\u00e0y c\u00e0ng s\u00e2u h\u01a1n v\u00e0o c\u00e1c c\u00e1ch ti\u1ebfp c\u1eadn nh\u01b0 vi\u1ebft blogs hay b\u1ea3n tin n\u1ed9i b\u1ed9 tr\u00ean website c\u1ee7a doanh nghi\u1ec7p.\u00a0<\/p>\n

C\u00e1c k\u0129 thu\u1eadt truy\u1ec1n \u0111\u1ea1t n\u00e0y l\u00e0 r\u1ea5t quan tr\u1ecdng, nh\u01b0ng c\u0169ng c\u00f3 nguy c\u01a1 l\u00e0 kh\u00f4ng ki\u1ec3m so\u00e1t \u0111\u01b0\u1ee3c. Vi\u1ec7c th\u00f4ng b\u00e1o v\u00e0 h\u01b0\u1edbng d\u1eabn nh\u00e2n vi\u00ean v\u1ec1 s\u1ef1 ph\u00e1t tri\u1ec3n chi\u1ebfn l\u01b0\u1ee3c kh\u00f4ng gi\u1ed1ng v\u1edbi vi\u1ec7c gi\u00e0nh \u0111\u01b0\u1ee3c s\u1ef1 quan t\u00e2m v\u00e0 tham gia c\u1ee7a h\u1ecd.\u00a0<\/p>\n

Truy\u1ec1n th\u00f4ng l\u00e0 m\u1ed9t qui tr\u00ecnh hai chi\u1ec1u – l\u1eafng nghe v\u00e0 truy\u1ec1n \u0111\u1ea1t. \u0110i\u1ec1u n\u00e0y c\u00f3 th\u1ec3 gi\u1ea3i th\u00edch t\u1ea1i sao truy\u1ec1n th\u00f4ng n\u1ed9i b\u1ed9 l\u1ea1i kh\u00f4ng hi\u1ec7u qu\u1ea3 \u1edf m\u1ed9t s\u1ed1 c\u00f4ng ty.<\/p>\n

Tuy nhi\u00ean, n\u1ebfu c\u00e1c ch\u01b0\u01a1ng tr\u00ecnh truy\u1ec1n th\u00f4ng n\u1ed9i b\u1ed9 ch\u1ec9 \u0111\u01a1n thu\u1ea7n l\u00e0 truy\u1ec1n \u0111\u1ea1t v\u00e0 thuy\u1ebft ph\u1ee5c ch\u1ee9 kh\u00f4ng l\u1eafng nghe th\u00ec ch\u1ec9 \u0111\u01b0\u1ee3c g\u1ecdi l\u00e0 “b\u00e1n h\u00e0ng” n\u1ed9i b\u1ed9 th\u00f4i, ch\u1ee9 ch\u01b0a ph\u1ea3i l\u00e0 marketing n\u1ed9i b\u1ed9.<\/p>\n

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Marketing n\u1ed9i b\u1ed9 v\u00e0 qu\u1ea3n tr\u1ecb s\u1ef1 \u0111\u1ed5i m\u1edbi<\/b><\/p>\n

Nh\u00e0 qu\u1ea3n tr\u1ecb marketing c\u0169ng c\u1ea7n \u00e1p d\u1ee5ng c\u00e1c c\u00f4ng c\u1ee5 ph\u00e2n t\u00edch v\u00e0 l\u1eadp k\u1ebf ho\u1ea1ch marketing \u0111\u1ec3 gi\u1ea3i quy\u1ebft c\u0169ng nh\u01b0 ng\u0103n ng\u1eeba s\u1ef1 ph\u1ea3n kh\u00e1ng, qu\u1ea3n l\u00ed qui tr\u00ecnh c\u1ee7a s\u1ef1 thay \u0111\u1ed5i trong doanh nghi\u1ec7p.\u00a0<\/p>\n

\u0110i\u1ec1u n\u00e0y c\u00f3 th\u1ec3 v\u00e0 \u0111\u1eb7c bi\u1ec7t quan tr\u1ecdng khi m\u00e0 hi\u1ec7u qu\u1ea3 c\u1ee7a chi\u1ebfn l\u01b0\u1ee3c marketing ph\u1ee5 thu\u1ed9c v\u00e0o vi\u1ec7c \u1ee9ng d\u1ee5ng c\u00e1c c\u00f4ng ngh\u1ec7 v\u00e0 c\u00e1c c\u00e1ch th\u1ee9c l\u00e0m vi\u1ec7c m\u1edbi. B\u1edfi v\u00ec, c\u00e1c c\u00e1 nh\u00e2n trong doanh nghi\u1ec7p l\u00e0 ngu\u1ed3n c\u1ee7a nh\u1eefng \u00fd t\u01b0\u1edfng v\u00e0 c\u1ea3i ti\u1ebfn.<\/p>\n

Marketing n\u1ed9i b\u1ed9 chi\u1ebfn l\u01b0\u1ee3c<\/b><\/p>\n

Tr\u00ean th\u1ef1c t\u1ebf, nh\u00e0 qu\u1ea3n tr\u1ecb marketing xem ch\u01b0\u01a1ng tr\u00ecnh marketing n\u1ed9i b\u1ed9 kh\u00f4ng ch\u1ec9 l\u00e0 \u0111\u1ea7u ra c\u1ee7a qui tr\u00ecnh l\u00ean k\u1ebf ho\u1ea1ch v\u00e0 ch\u01b0\u01a1ng tr\u00ecnh marketing \u0111\u1ed1i ngo\u1ea1i, v\u00e0 c\u00f2n l\u00e0 d\u1eef li\u1ec7u \u0111\u1ea7u v\u00e0o.<\/p>\n

Nh\u1eefng ph\u00e2n t\u00edch v\u1ec1 th\u1ecb tr\u01b0\u1eddng n\u1ed9i b\u1ed9 gi\u00fap nh\u00e0 qu\u1ea3n tr\u1ecb marketing c\u00f3 th\u1ec3 \u0111\u1ec1 xu\u1ea5t nh\u1eefng c\u01a1 h\u1ed9i m\u1edbi v\u00e0 c\u00e1c t\u00e0i nguy\u00ean, ngu\u1ed3n l\u1ef1c marketing m\u00e0 doanh nghi\u1ec7p \u0111\u00e3 b\u1ecf qua c\u1ea7n \u0111\u01b0\u1ee3c khai th\u00e1c, ch\u00ednh nh\u1eefng \u0111i\u1ec1u n\u00e0y c\u00f3 th\u1ec3 g\u00e2y \u1ea3nh h\u01b0\u1edfng l\u00ean k\u1ebf ho\u1ea1ch marketing \u0111\u1ed1i ngo\u1ea1i v\u00e0 theo \u0111\u00f3 l\u00e0 l\u00ean qu\u00e1 tr\u00ecnh l\u1eadp k\u1ebf ho\u1ea1ch.<\/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 Marketing n\u1ed9i b\u1ed9 (ti\u1ebfng Anh: Internal Marketing) l\u00e0 vi\u1ec7c nh\u00e0 qu\u1ea3n tr\u1ecb marketing ph\u00e1t tri\u1ec3n m\u1ed9t ch\u01b0\u01a1ng tr\u00ecnh marketing nh\u1eb1m t\u1edbi th\u1ecb tr\u01b0\u1eddng n\u1ed9i b\u1ed9 trong doanh nghi\u1ec7p.\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\/36472"}],"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=36472"}],"version-history":[{"count":1,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/36472\/revisions"}],"predecessor-version":[{"id":68909,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/36472\/revisions\/68909"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=36472"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=36472"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=36472"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}