{"id":36540,"date":"2023-12-08T12:21:56","date_gmt":"2023-12-08T12:21:56","guid":{"rendered":"https:\/\/masterskills.org\/blog\/tieu-thuc-phan-doan-thi-truong-market-segmentation-criteria-la-gi-phan-loai.html"},"modified":"2023-12-24T21:44:50","modified_gmt":"2023-12-24T14:44:50","slug":"tieu-thuc-phan-doan-thi-truong-market-segmentation-criteria-la-gi-phan-loai","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/tieu-thuc-phan-doan-thi-truong-market-segmentation-criteria-la-gi-phan-loai.html","title":{"rendered":"Ti\u00eau th\u1ee9c ph\u00e2n \u0111o\u1ea1n th\u1ecb tr\u01b0\u1eddng (Market Segmentation Criteria) l\u00e0 g\u00ec? Ph\u00e2n lo\u1ea1i"},"content":{"rendered":"
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H\u00ecnh minh h\u1ecda (Ngu\u1ed3n: Brands Vietnam)<\/i><\/p>\n<\/div>\n<\/div>\n

Ti\u00eau th\u1ee9c ph\u00e2n \u0111o\u1ea1n th\u1ecb tr\u01b0\u1eddng (Market Segmentation Criteria)<\/font><\/h2>\n

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

Ti\u00eau th\u1ee9c ph\u00e2n \u0111o\u1ea1n th\u1ecb tr\u01b0\u1eddng<\/b> trong ti\u1ebfng Anh l\u00e0 Market Segmentation Criteria.<\/b><\/p>\n

Ti\u00eau th\u1ee9c hay c\u01a1 s\u1edf \u0111\u1ec3 ph\u00e2n \u0111o\u1ea1n th\u1ecb tr\u01b0\u1eddng <\/b>l\u00e0 nh\u1eefng y\u1ebfu t\u1ed1 \u0111\u1eb7c \u0111i\u1ec3m c\u1ee7a kh\u00e1ch h\u00e0ng c\u00f3 th\u1ec3 s\u1eed d\u1ee5ng \u0111\u1ec3 chia t\u1eadp h\u1ee3p kh\u00e1ch h\u00e0ng th\u00e0nh c\u00e1c nh\u00f3m theo m\u1ed9t ho\u1eb7c m\u1ed9t s\u1ed1 y\u1ebfu t\u1ed1 \u0111\u1eb7c \u0111i\u1ec3m \u0111\u00f3.\u00a0<\/p>\n

\u0110\u1eb7c \u0111i\u1ec3m<\/b><\/p>\n

– Th\u1ef1c t\u1ebf, ch\u1ec9 c\u00f3 m\u1ed9t s\u1ed1 ti\u00eau th\u1ee9c ph\u00e2n \u0111o\u1ea1n th\u1ecb tr\u01b0\u1eddng nh\u1ea5t \u0111\u1ecbnh s\u1ebd \u0111\u01b0\u1ee3c doanh nghi\u1ec7p s\u1eed d\u1ee5ng trong ph\u00e2n \u0111o\u1ea1n m\u1ed9t th\u1ecb tr\u01b0\u1eddng s\u1ea3n ph\u1ea9m c\u1ee5 th\u1ec3.<\/p>\n

Vi\u1ec7c x\u00e1c \u0111\u1ecbnh nh\u1eefng ti\u00eau th\u1ee9c doanh nghi\u1ec7p s\u1eed d\u1ee5ng nh\u01b0 c\u01a1 s\u1edf \u0111\u1ec3 ph\u00e2n \u0111o\u1ea1n th\u1ecb tr\u01b0\u1eddng ph\u00f9 h\u1ee3p l\u00e0 m\u1ed9t nhi\u1ec7m v\u1ee5 kh\u00f4ng \u0111\u01a1n gi\u1ea3n.<\/p>\n

– M\u1eb7c d\u00f9 ki\u1ebfn th\u1ee9c c\u0169ng nh\u01b0 kinh nghi\u1ec7m c\u1ee7a nh\u00e0 qu\u1ea3n tr\u1ecb l\u00e0 h\u1ebft s\u1ee9c c\u1ea7n thi\u1ebft cho vi\u1ec7c l\u1ef1a ch\u1ecdn c\u00e1c ti\u00eau th\u1ee9c ph\u00e2n \u0111o\u1ea1n nh\u01b0ng trong h\u1ea7u h\u1ebft c\u00e1c tr\u01b0\u1eddng h\u1ee3p, ng\u01b0\u1eddi ta th\u01b0\u1eddng x\u00e1c \u0111\u1ecbnh m\u1ed9t v\u00e0i ti\u00eau th\u1ee9c \u0111\u1ea7u ti\u00ean th\u00f4ng qua k\u1ebft qu\u1ea3 nghi\u00ean c\u1ee9u l\u1ea7n tr\u01b0\u1edbc ho\u1eb7c xu h\u01b0\u1edbng mua s\u1eafm…<\/p>\n

Ph\u00e2n lo\u1ea1i\u00a0<\/font><\/h3>\n

Ph\u00e2n \u0111o\u1ea1n theo l\u1ee3i \u00edch<\/b><\/p>\n

C\u01a1 s\u1edf ph\u00e2n \u0111o\u1ea1n th\u1ecb tr\u01b0\u1eddng \u1edf \u0111\u00e2y l\u00e0 l\u1ee3i \u00edch m\u00e0 ng\u01b0\u1eddi ti\u00eau d\u00f9ng t\u00ecm ki\u1ebfm khi ti\u00eau d\u00f9ng m\u1ed9t s\u1ea3n ph\u1ea9m nh\u1ea5t \u0111\u1ecbnh. Th\u1ecb tr\u01b0\u1eddng t\u1ed3n t\u1ea1i c\u00e1c nh\u00f3m kh\u00e1ch h\u00e0ng (c\u00e1c \u0111o\u1ea1n th\u1ecb tr\u01b0\u1eddng) quan t\u00e2m \u0111\u1ebfn nh\u1eefng l\u1ee3i \u00edch kh\u00e1c nhau mua s\u1ea3n ph\u1ea9m.\u00a0<\/p>\n

Nh\u01b0 v\u1eady, ti\u00eau th\u1ee9c n\u00e0y cho ph\u00e9p \u0111o l\u01b0\u1eddng h\u1ec7 th\u1ed1ng gi\u00e1 tr\u1ecb v\u00e0 kh\u1ea3 n\u0103ng mua c\u00e1c th\u01b0\u01a1ng hi\u1ec7u s\u1ea3n ph\u1ea9m kh\u00e1c nhau trong m\u1ed9t lo\u1ea1i s\u1ea3n ph\u1ea9m c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng.<\/p>\n

Ph\u00e2n \u0111o\u1ea1n theo h\u00e0nh vi<\/b><\/p>\n

Ph\u00e2n \u0111o\u1ea1n theo h\u00e0nh vi t\u1eadp trung v\u00e0o c\u00e1c \u0111\u1eb7c t\u00ednh c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng. C\u00e1c ti\u1ebfp c\u1eadn n\u00e0y d\u1ef1a tr\u00ean c\u01a1 s\u1edf “ph\u00e2n \u0111o\u1ea1n sau nghi\u00ean c\u1ee9u”. Th\u00f4ng th\u01b0\u1eddng ng\u01b0\u1eddi mua s\u1ebd \u0111\u01b0\u1ee3c h\u1ecfi v\u1ec1 h\u00e0nh vi, s\u1edf th\u00edch, quan ni\u1ec7m c\u1ee7a m\u00ecnh sau \u0111\u00f3 nh\u1eefng ng\u01b0\u1eddi n\u00e0y s\u1ebd \u0111\u01b0\u1ee3c ph\u00e2n v\u00e0o c\u00e1c nh\u00f3m t\u00f9y theo c\u00e2u tr\u1ea3 l\u1eddi c\u1ee7a h\u1ecd.<\/p>\n

Ng\u01b0\u1eddi ta \u0111\u00e3 s\u1eed d\u1ee5ng m\u1ed9t ph\u01b0\u01a1ng th\u1ee9c ph\u00e2n \u0111o\u1ea1n theo h\u00e0nh vi r\u1ea5t n\u1ed5i ti\u1ebfng l\u00e0 chia ng\u01b0\u1eddi ti\u00eau d\u00f9ng th\u00e0nh c\u00e1c nh\u00f3m theo gi\u00e1 tr\u1ecb x\u00e3 h\u1ed9i v\u00e0 c\u00e1ch s\u1ed1ng. Tuy nhi\u00ean, m\u1eb7c d\u00f9 c\u00e1ch th\u1ee9c n\u00e0y \u0111\u00e3 \u0111\u01b0a l\u1ea1i s\u1ef1 th\u00e0nh c\u00f4ng v\u1ec1 th\u01b0\u01a1ng m\u1ea1i nh\u01b0ng n\u00f3 l\u1ea1i c\u00f3 xu h\u01b0\u1edbng x\u1ebfp ph\u1ea7n l\u1edbn ng\u01b0\u1eddi mua v\u00e0o m\u1ed9t ho\u1eb7c hai nh\u00f3m m\u00e0 th\u00f4i.<\/p>\n

Ng\u01b0\u1eddi ti\u00eau d\u00f9ng th\u01b0\u1eddng c\u00f3 l\u00ed do mua kh\u00e1c nhau nh\u01b0 mua cho nhu c\u1ea7u b\u1ea3n th\u00e2n, cho nhu c\u1ea7u c\u1ee7a gia \u0111\u00ecnh, cho c\u00f4ng vi\u1ec7c hay nhu c\u1ea7u giao ti\u1ebfp, qu\u00e0 t\u1eb7ng, qu\u00e0 bi\u1ebfu… Doanh nghi\u1ec7p c\u1ea7n bi\u1ebft c\u00e1c nh\u00f3m kh\u00e1ch h\u00e0ng c\u00f3 l\u00ed do mua kh\u00e1c nhau \u0111\u1ec3 c\u00f3 th\u1ec3 \u0111\u01b0a ra nh\u1eefng bi\u1ec7n ph\u00e1p th\u1ecfa m\u00e3n \u0111\u00fang y\u00eau c\u1ea7u c\u1ee7a kh\u00e1ch h\u00e0ng.<\/p>\n

S\u1ed1 l\u01b0\u1ee3ng mua hay m\u1ee9c \u0111\u1ed9 s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m c\u0169ng \u0111\u01b0\u1ee3c d\u00f9ng \u0111\u1ec3 chia th\u1ecb tr\u01b0\u1eddng th\u00e0nh nh\u1eefng ng\u01b0\u1eddi s\u1eed d\u1ee5ng nhi\u1ec1u, nh\u1eefng ng\u01b0\u1eddi s\u1eed d\u1ee5ng trung b\u00ecnh, ng\u01b0\u1eddi s\u1eed d\u1ee5ng \u00edt v\u00e0 nh\u1eefng ng\u01b0\u1eddi kh\u00f4ng d\u00f9ng.\u00a0\u00a0<\/p>\n

Th\u1ecb tr\u01b0\u1eddng s\u1ea3n ph\u1ea9m c\u0169ng c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c chia theo m\u1ee9c \u0111\u1ed9 trung th\u00e0nh v\u1edbi th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng. C\u00e1c \u0111o\u1ea1n th\u1ecb tr\u01b0\u1eddng \u1edf \u0111\u00e2y s\u1ebd l\u00e0 nh\u1eefng ng\u01b0\u1eddi trung th\u00e0nh v\u1edbi th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a doanh nghi\u1ec7p, nh\u1eefng ng\u01b0\u1eddi trung th\u00e0nh v\u1edbi th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh, nh\u1eefng kh\u00e1ch h\u00e0ng h\u1ed7n h\u1ee3p, nh\u1eefng ng\u01b0\u1eddi kh\u00f4ng mua.\u00a0<\/p>\n

V\u1edbi m\u1ed7i nh\u00f3m kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau c\u1ee5 th\u1ec3, doanh nghi\u1ec7p c\u00f3 c\u00e1c chi\u1ebfn l\u01b0\u1ee3c marketing th\u00edch \u1ee9ng kh\u00e1c nhau.<\/p>\n

Ph\u00e2n \u0111o\u1ea1n th\u1ecb tr\u01b0\u1eddng theo c\u00e1c ti\u00eau th\u1ee9c d\u00e2n s\u1ed1 – x\u00e3 h\u1ed9i<\/b><\/p>\n

C\u00e1c y\u1ebfu t\u1ed1 d\u00e2n s\u1ed1 – x\u00e3 h\u1ed9i nh\u01b0 gi\u1edbi t\u00ednh, tu\u1ed5i t\u00e1c, ngh\u1ec1 nghi\u1ec7p, tr\u00ecnh \u0111\u1ed9 v\u0103n h\u00f3a, qui m\u00f4 gia \u0111\u00ecnh, d\u00e2n t\u1ed9c, t\u00f4n gi\u00e1o, giai t\u1ea7ng x\u00e3 h\u1ed9i, t\u00ecnh d\u1ea1ng h\u00f4n nh\u00e2n, thu nh\u1eadp b\u00ecnh qu\u00e2n… l\u00e0 nh\u1eefng ti\u00eau th\u1ee9c ph\u1ed5 bi\u1ebfn \u0111\u1ec3 ph\u00e2n \u0111o\u1ea1n th\u1ecb tr\u01b0\u1eddng.<\/p>\n

Nh\u1eefng nh\u00f3m kh\u00e1ch h\u00e0ng \u0111\u01b0\u1ee3c ph\u00e2n chia theo ti\u00eau th\u1ee9c n\u00e0y ch\u1eafc ch\u1eafn c\u00f3 s\u1ef1 kh\u00e1c bi\u1ec7t v\u1ec1 nhu c\u1ea7u v\u00e0 h\u00e0nh vi mua. H\u01a1n n\u1eefa, nh\u1eefng \u0111\u1eb7c \u0111i\u1ec3m v\u1ec1 d\u00e2n s\u1ed1 – x\u00e3 h\u1ed9i d\u1ec5 \u0111o l\u01b0\u1eddng. S\u1ed1 li\u1ec7u v\u1ec1 c\u00e1c \u0111\u1eb7c \u0111i\u1ec3m th\u01b0\u1eddng c\u00f3 s\u1eb5n.<\/p>\n

V\u00ec v\u1eady c\u00e1c ti\u00eau th\u1ee9c n\u00e0y \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng ph\u1ed5 bi\u1ebfn trong ph\u00e2n \u0111o\u1ea1n c\u00e1c th\u1ecb tr\u01b0\u1eddng h\u00e0ng ti\u00eau d\u00f9ng c\u00e1 nh\u00e2n.<\/p>\n

Tr\u00ean th\u1ef1c t\u1ebf c\u00e1c doanh nghi\u1ec7p th\u01b0\u1eddng s\u1eed d\u1ee5ng \u0111\u1ed3ng th\u1eddi nhi\u1ec1u ti\u00eau th\u1ee9c ph\u00e2n \u0111o\u1ea1n cho th\u1ecb tr\u01b0\u1eddng s\u1ea3n ph\u1ea9m c\u1ee7a m\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 Ti\u00eau th\u1ee9c ph\u00e2n \u0111o\u1ea1n th\u1ecb tr\u01b0\u1eddng (ti\u1ebfng Anh: Market Segmentation Criteria) l\u00e0 nh\u1eefng y\u1ebfu t\u1ed1 \u0111\u1eb7c \u0111i\u1ec3m c\u1ee7a kh\u00e1ch h\u00e0ng c\u00f3 th\u1ec3 s\u1eed d\u1ee5ng \u0111\u1ec3 chia t\u1eadp h\u1ee3p kh\u00e1ch h\u00e0ng th\u00e0nh c\u00e1c nh\u00f3m theo m\u1ed9t ho\u1eb7c m\u1ed9t s\u1ed1 y\u1ebfu t\u1ed1 \u0111\u1eb7c \u0111i\u1ec3m \u0111\u00f3.\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\/36540"}],"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=36540"}],"version-history":[{"count":1,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/36540\/revisions"}],"predecessor-version":[{"id":68941,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/36540\/revisions\/68941"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=36540"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=36540"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=36540"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}