{"id":36497,"date":"2023-12-08T12:18:24","date_gmt":"2023-12-08T12:18:24","guid":{"rendered":"https:\/\/masterskills.org\/blog\/qui-trinh-len-ke-hoach-imc-imc-planning-process-la-gi.html"},"modified":"2023-12-24T21:44:40","modified_gmt":"2023-12-24T14:44:40","slug":"qui-trinh-len-ke-hoach-imc-imc-planning-process-la-gi","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/qui-trinh-len-ke-hoach-imc-imc-planning-process-la-gi.html","title":{"rendered":"Qui tr\u00ecnh l\u00ean k\u1ebf ho\u1ea1ch IMC (IMC Planning Process) l\u00e0 g\u00ec?"},"content":{"rendered":"
\n

\n

\n
<\/div>\n
\n

H\u00ecnh minh h\u1ecda (Ngu\u1ed3n: Greenway Production)<\/i><\/p>\n<\/div>\n<\/div>\n

Qui tr\u00ecnh l\u00ean k\u1ebf ho\u1ea1ch IMC (IMC Planning Process)<\/font><\/b><\/h2>\n

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

Qui tr\u00ecnh l\u00ean k\u1ebf ho\u1ea1ch IMC<\/b> trong t\u1ebfng Anh l\u00e0 Integrated marketing commMasterskillstions<\/b>\u00a0Planning Process, <\/b>vi\u1ebft t\u1eaft l\u00e0\u00a0IMC Planning Process<\/b>.<\/p>\n

Qui tr\u00ecnh l\u00ean k\u1ebf ho\u1ea1ch IMC<\/b> l\u00e0 qu\u00e1 tr\u00ecnh th\u1ef1c hi\u1ec7n, ph\u00e2n t\u00edch, \u0111\u00e1nh gi\u00e1, x\u00e1c \u0111\u1ecbnh m\u1ee5c ti\u00eau v\u00e0 ph\u00e1t tri\u1ec3n ch\u01b0\u01a1ng tr\u00ecnh truy\u1ec1n th\u00f4ng marketing t\u00edch h\u1ee3p.<\/p>\n

Qui tr\u00ecnh l\u1eadp k\u1ebf ho\u1ea1ch IMC th\u01b0\u1eddng g\u1eb7p<\/font><\/h3>\n

\n

Xem x\u00e9t k\u1ebf ho\u1ea1ch truy\u1ec1n th\u00f4ng t\u00edch h\u1ee3p – IMC<\/b><\/p>\n

Trong b\u1ea5t k\u1ef3 t\u00ecnh hu\u1ed1ng n\u00e0o, vi\u1ec7c l\u1eadp k\u1ebf ho\u1ea1ch tr\u01b0\u1edbc lu\u00f4n \u0111\u00f3ng vai tr\u00f2 quan tr\u1ecdng trong ph\u00e1t tri\u1ec3n v\u00e0 th\u1ef1c hi\u1ec7n ch\u01b0\u01a1ng tr\u00ecnh IMC hi\u1ec7u qu\u1ea3. Qui tr\u00ecnh l\u1eadp k\u1ebf ho\u1ea1ch cung c\u1ea5p n\u1ec1n t\u1ea3ng \u0111\u1ec3 ph\u00e1t tri\u1ec3n, th\u1ef1c hi\u1ec7n v\u00e0 ki\u1ec3m so\u00e1t ch\u01b0\u01a1ng tr\u00ecnh IMC c\u1ee7a doanh nghi\u1ec7p.<\/p>\n

Trong ch\u01b0\u01a1ng tr\u00ecnh IMC, c\u1ea7n x\u00e1c \u0111\u1ecbnh vai tr\u00f2 v\u00e0 ch\u1ee9c n\u0103ng c\u1ee7a c\u00e1c c\u00f4ng c\u1ee5 truy\u1ec1n th\u00f4ng c\u1ee5 th\u1ec3, ph\u00e1t tri\u1ec3n chi\u1ebfn l\u01b0\u1ee3c cho m\u1ed7i c\u00f4ng c\u1ee5, x\u00e1c \u0111\u1ecbnh nguy\u00ean t\u1eafc k\u1ebft h\u1ee3p, l\u00ean k\u1ebf ho\u1ea1ch cho vi\u1ec7c th\u1ef1c hi\u1ec7n, xem x\u00e9t \u0111\u00e1nh gi\u00e1 k\u1ebft qu\u1ea3 \u0111\u1ea1t \u0111\u01b0\u1ee3c v\u00e0 th\u1ef1c hi\u1ec7n c\u00e1c \u0111i\u1ec1u ch\u1ec9nh c\u1ea7n thi\u1ebft.<\/p>\n

Ph\u00e2n t\u00edch c\u00e1c y\u1ebfu t\u1ed1 chi ph\u1ed1i t\u1edbi ch\u01b0\u01a1ng tr\u00ecnh IMC<\/b><\/p>\n

Nh\u00e0 qu\u1ea3n tr\u1ecb marketing ph\u1ea3i ph\u00e2n t\u00edch \u0111\u1ec3 th\u1ef1c hi\u1ec7n t\u1eebng b\u01b0\u1edbc c\u00f4ng vi\u1ec7c trong qui tr\u00ecnh\u00a0k\u1ebf ho\u1ea1ch h\u00f3a m\u1ed9t ch\u01b0\u01a1ng tr\u00ecnh IMC<\/p>\n

Ng\u01b0\u1eddi l\u00ean k\u1ebf ho\u1ea1ch IMC c\u1ea7n hi\u1ec3u th\u00f4ng \u0111i\u1ec7p qu\u1ea3ng c\u00e1o kh\u00e1c nhau c\u00f3 th\u1ec3 c\u00f3 \u1ea3nh h\u01b0\u1edfng kh\u00e1c nhau l\u00ean nh\u1eadn th\u1ee9c v\u00e0 h\u00e0nh vi kh\u00e1ch h\u00e0ng. Do \u0111\u00f3, c\u1ea7n xem x\u00e9t t\u1eebng lo\u1ea1i th\u00f4ng \u0111i\u1ec7p \u0111\u1ec3 x\u00e1c \u0111\u1ecbnh ch\u00fang c\u00f3 ph\u00f9 h\u1ee3p v\u1edbi s\u1ea3n ph\u1ea9m ho\u1eb7c th\u01b0\u01a1ng hi\u1ec7u hay kh\u00f4ng?\u00a0<\/p>\n

C\u1ea7n nghi\u00ean c\u1ee9u c\u00e1c v\u1ea5n \u0111\u1ec1 nh\u01b0: Li\u1ec7u c\u00f3 thu\u00ea c\u00e1c ng\u00f4i sao \u0111\u1ec3 qu\u1ea3ng c\u00e1o? Chi ph\u00ed bao nhi\u00eau l\u00e0 c\u00f3 th\u1ec3 ch\u1ea5p nh\u1eadn \u0111\u01b0\u1ee3c v\u00e0 bao nhi\u00eau th\u00ec thu\u00ea \u0111\u01b0\u1ee3c h\u1ecd? Nh\u1eefng th\u1ea3o lu\u1eadn s\u01a1 b\u1ed9 v\u1ec1 c\u00e1c l\u1ef1a ch\u1ecdn ph\u01b0\u01a1ng ti\u1ec7n truy\u1ec1n th\u00f4ng h\u1ed7n h\u1ee3p (\u1ea5n ph\u1ea9m, tivi, radio, b\u00e1o gi\u1ea5y, marketing tr\u1ef1c ti\u1ebfp, internet) v\u00e0 d\u1ef1 tr\u00f9 v\u1ec1 chi ph\u00ed c\u0169ng n\u00ean \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n \u1edf b\u01b0\u1edbc n\u00e0y.\u00a0<\/p>\n

Trong b\u01b0\u1edbc n\u00e0y c\u0169ng c\u1ea7n ph\u00e2n t\u00edch k\u0129 l\u01b0\u1ee1ng c\u00e1c \u0111\u1eb7c \u0111i\u1ec3m c\u1ee7a qu\u00e1 tr\u00ecnh truy\u1ec1n th\u00f4ng t\u1edbi c\u00f4ng ch\u00fang m\u1ee5c ti\u00eau. V\u1edbi nh\u1eefng \u0111\u1ed1i t\u01b0\u1ee3ng ng\u01b0\u1eddi nh\u1eadn tin kh\u00e1c nhau th\u01b0\u1eddng b\u1ecb \u1ea3nh h\u01b0\u1edfng b\u1edfi c\u00e1c c\u00f4ng c\u1ee5 truy\u1ec1n th\u00f4ng marketing kh\u00e1c nhau.<\/p>\n

X\u00e1c \u0111\u1ecbnh m\u1ee5c ti\u00eau truy\u1ec1n th\u00f4ng<\/b><\/p>\n

M\u1ed9t ph\u1ea7n quan tr\u1ecdng c\u1ee7a l\u1eadp k\u1ebf ho\u1ea1ch x\u00fac ti\u1ebfn h\u1ed7n h\u1ee3p l\u00e0 thi\u1ebft l\u1eadp m\u1ee5c ti\u00eau, m\u1ee5c \u0111\u00edch truy\u1ec1n th\u00f4ng. M\u1ee5c ti\u00eau truy\u1ec1n th\u00f4ng li\u00ean quan t\u1edbi nh\u1eefng th\u1ee9 m\u00e0 doanh nghi\u1ec7p c\u1ed1 g\u1eafng \u0111\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c trong ch\u01b0\u01a1ng tr\u00ecnh x\u00fac ti\u1ebfn h\u1ed7n h\u1ee3p.\u00a0<\/p>\n

M\u1ee5c ti\u00eau truy\u1ec1n th\u00f4ng c\u00f3 th\u1ec3 bao g\u1ed3m vi\u1ec7c t\u1ea1o ra nh\u1eadn th\u1ee9c ho\u1eb7c ki\u1ebfn th\u1ee9c v\u1ec1 m\u1ed9t s\u1ea3n ph\u1ea9m v\u00e0 nh\u1eefng thu\u1ed9c t\u00ednh c\u1ee7a n\u00f3 hay c\u00e1c l\u1ee3i \u00edch c\u1ee7a n\u00f3; t\u1ea1o ra h\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u, ho\u1eb7c ph\u00e1t tri\u1ec3n th\u00e1i \u0111\u1ed9 t\u00edch c\u1ef1c, s\u1ef1 \u01b0a th\u00edch ho\u1eb7c d\u1ef1 \u0111\u1ecbnh mua h\u00e0ng. M\u1ee5c ti\u00eau truy\u1ec1n th\u00f4ng v\u00e0 n\u1ed7 l\u1ef1c mang t\u00ednh ch\u1ec9 d\u1eabn cho s\u1ef1 ph\u00e1t tri\u1ec3n c\u1ee7a chi\u1ebfn l\u01b0\u1ee3c truy\u1ec1n th\u00f4ng marketing t\u1ed5ng th\u1ec3 v\u00e0 c\u1ee7a c\u00e1c m\u1ee5c ti\u00eau cho m\u1ed7i ho\u1ea1t \u0111\u1ed9ng x\u00fac ti\u1ebfn h\u1ed7n h\u1ee3p.<\/p>\n

X\u00e1c \u0111\u1ecbnh ng\u00e2n s\u00e1ch<\/b><\/p>\n

Sau khi m\u1ee5c ti\u00eau truy\u1ec1n th\u00f4ng \u0111\u01b0\u1ee3c x\u00e1c \u0111\u1ecbnh, c\u1ea7n quan t\u00e2m t\u1edbi ng\u00e2n s\u00e1ch cho x\u00fac ti\u1ebfn h\u1ed7n h\u1ee3p. Hai c\u00e2u h\u1ecfi c\u01a1 b\u1ea3n \u0111\u01b0\u1ee3c \u0111\u01b0a ra: Chi ph\u00ed cho ch\u01b0\u01a1ng tr\u00ecnh x\u00fac ti\u1ebfn h\u1ed7n h\u1ee3p s\u1ebd l\u00e0 bao nhi\u00eau? Ti\u1ec1n s\u1ebd \u0111\u01b0\u1ee3c ph\u00e2n b\u1ed1 nh\u01b0 th\u1ebf n\u00e0o? S\u1ed1 ti\u1ec1n doanh nghi\u1ec7p chi cho ch\u01b0\u01a1ng tr\u00ecnh x\u00fac ti\u1ebfn n\u00ean \u0111\u01b0\u1ee3c x\u00e1c \u0111\u1ecbnh t\u1eeb c\u00e1c ho\u1ea1t \u0111\u1ed9ng x\u00fac ti\u1ebfn m\u00e0 doanh nghi\u1ec7p c\u1ea7n th\u1ef1c hi\u1ec7n \u0111\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c m\u1ee5c ti\u00eau truy\u1ec1n th\u00f4ng.\u00a0<\/p>\n

Tr\u00ean th\u1ef1c t\u1ebf, ng\u00e2n s\u00e1ch cho IMC th\u01b0\u1eddng \u0111\u01b0\u1ee3c x\u00e1c \u0111\u1ecbnh b\u1eb1ng c\u00e1ch ti\u1ebfp c\u1eadn t\u01b0\u01a1ng \u0111\u1ed1i \u0111\u01a1n gi\u1ea3n nh\u01b0 doanh nghi\u1ec7p c\u00f3 s\u1eb5n bao nhi\u00eau ti\u1ec1n, chi\u1ebfm bao nhi\u00eau ph\u1ea7n tr\u0103m so v\u1edbi doanh thu b\u00e1n h\u00e0ng ho\u1eb7c doanh thu t\u1eeb th\u01b0\u01a1ng hi\u1ec7u. T\u1ea1i b\u01b0\u1edbc n\u00e0y, ng\u00e2n s\u00e1ch th\u01b0\u1eddng ch\u1ec9 \u0111\u01b0\u1ee3c d\u1ef1 tr\u00f9. N\u00f3 c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c x\u00e1c \u0111\u1ecbnh l\u1ea7n cu\u1ed1i khi chi\u1ebfn l\u01b0\u1ee3c x\u00fac ti\u1ebfn h\u1ed7n h\u1ee3p – IMC \u0111\u00e3 \u0111\u01b0\u1ee3c th\u00f4ng qua.<\/p>\n

Ph\u00e1t tri\u1ec3n ch\u01b0\u01a1ng tr\u00ecnh truy\u1ec1n th\u00f4ng marketing t\u00edch h\u1ee3p<\/b><\/p>\n

Ph\u00e1t tri\u1ec3n ch\u01b0\u01a1ng tr\u00ecnh IMC nh\u00ecn chung l\u00e0 c\u00e1c b\u01b0\u1edbc c\u1ee5 th\u1ec3 v\u00e0 li\u00ean quan \u0111\u1ebfn qui tr\u00ecnh l\u1eadp k\u1ebf ho\u1ea1ch x\u00fac ti\u1ebfn h\u1ed7n h\u1ee3p.\u00a0<\/p>\n

Trong qui tr\u00ecnh l\u1eadp k\u1ebf ho\u1ea1ch, ph\u1ea3i x\u00e1c \u0111\u1ecbnh vai tr\u00f2 v\u00e0 t\u1ea7m quan tr\u1ecdng c\u1ee7a m\u1ed7i c\u00f4ng c\u1ee5 v\u00e0 s\u1ef1 k\u1ebft h\u1ee3p ch\u00fang v\u1edbi c\u00e1c c\u00f4ng c\u1ee5 kh\u00e1c. M\u1ed7i c\u00f4ng c\u1ee5 x\u00fac ti\u1ebfn h\u1ed7n h\u1ee3p c\u00f3 nh\u1eefng m\u1ee5c ti\u00eau ri\u00eang v\u1edbi m\u1ed9t ng\u00e2n s\u00e1ch v\u00e0 chi\u1ebfn l\u01b0\u1ee3c \u0111\u01b0\u1ee3c l\u1eadp n\u00ean \u0111\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c m\u1ee5c ti\u00eau \u0111\u00f3. C\u1ea7n x\u00e1c \u0111\u1ecbnh c\u1ee5 th\u1ec3 c\u00e1c quy\u1ebft \u0111\u1ecbnh v\u00e0 ho\u1ea1t \u0111\u1ed9ng c\u1ee5 th\u1ec3 s\u1ebd th\u1ef1c hi\u1ec7n trong ch\u01b0\u01a1ng tr\u00ecnh.<\/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 Qui tr\u00ecnh l\u00ean k\u1ebf ho\u1ea1ch IMC (ti\u1ebfng Anh: IMC Planning Process) l\u00e0 qu\u00e1 tr\u00ecnh th\u1ef1c hi\u1ec7n, ph\u00e2n t\u00edch, \u0111\u00e1nh gi\u00e1, x\u00e1c \u0111\u1ecbnh m\u1ee5c ti\u00eau v\u00e0 ph\u00e1t tri\u1ec3n ch\u01b0\u01a1ng tr\u00ecnh truy\u1ec1n th\u00f4ng marketing t\u00edch h\u1ee3p.\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\/36497"}],"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=36497"}],"version-history":[{"count":1,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/36497\/revisions"}],"predecessor-version":[{"id":68921,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/36497\/revisions\/68921"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=36497"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=36497"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=36497"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}