{"id":36550,"date":"2023-12-08T12:22:44","date_gmt":"2023-12-08T12:22:44","guid":{"rendered":"https:\/\/masterskills.org\/blog\/nguon-luc-marketing-nang-dong-dynamic-marketing-capabilities-la-gi.html"},"modified":"2023-12-24T21:44:52","modified_gmt":"2023-12-24T14:44:52","slug":"nguon-luc-marketing-nang-dong-dynamic-marketing-capabilities-la-gi","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/nguon-luc-marketing-nang-dong-dynamic-marketing-capabilities-la-gi.html","title":{"rendered":"Ngu\u1ed3n l\u1ef1c marketing n\u0103ng \u0111\u1ed9ng (Dynamic Marketing Capabilities) l\u00e0 g\u00ec?"},"content":{"rendered":"
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H\u00ecnh minh h\u1ecda (Ngu\u1ed3n: UEF)<\/i><\/p>\n<\/div>\n<\/div>\n

Ngu\u1ed3n l\u1ef1c marketing n\u0103ng \u0111\u1ed9ng (Dynamic Marketing Capabilities)<\/font><\/h2>\n

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

Ngu\u1ed3n l\u1ef1c marketing n\u0103ng \u0111\u1ed9ng<\/b>\u00a0trong ti\u1ebfng Anh g\u1ecdi l\u00e0 Dynamic Marketing Capabilities.<\/b><\/p>\n

Ngu\u1ed3n l\u1ef1c marketing n\u0103ng \u0111\u1ed9ng <\/b>l\u00e0 kh\u1ea3 n\u0103ng t\u1ea1o ra ngu\u1ed3n l\u1ef1c marketing m\u1edbi \u0111\u1ec3 nh\u1eadn d\u1ea1ng th\u00edch \u1ee9ng hi\u1ec7u qu\u1ea3 v\u00e0 t\u1ea1o ra nh\u1eefng s\u1ef1 thay \u0111\u1ed5i c\u1ee7a th\u1ecb tr\u01b0\u1eddng.<\/p>\n

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

Ngu\u1ed3n l\u1ef1c marketing n\u0103ng \u0111\u1ed9ng<\/b> th\u01b0\u1eddng \u0111\u01b0\u1ee3c chia ra th\u00e0nh 3 lo\u1ea1i:\u00a0<\/p>\n

– Kh\u1ea3 n\u0103ng c\u1ea3m nh\u1eadn th\u1ecb tr\u01b0\u1eddng<\/p>\n

– Kh\u1ea3 n\u0103ng th\u00edch nghi\u00a0<\/p>\n

– Kh\u1ea3 n\u0103ng \u0111\u1ed5i m\u1edbi\u00a0<\/p>\n

Kh\u1ea3 n\u0103ng c\u1ea3m nh\u1eadn th\u1ecb tr\u01b0\u1eddng<\/b><\/p>\n

– Kh\u1ea3 n\u0103ng hi\u1ec3u \u0111\u01b0\u1ee3c nh\u1eefng g\u00ec \u0111ang di\u1ec5n ra tr\u00ean th\u1ecb tr\u01b0\u1eddng b\u00ean ngo\u00e0i, hi\u1ec3u \u0111\u01b0\u1ee3c s\u1ef1 thay \u0111\u1ed5i c\u1ee7a nhu c\u1ea7u, kh\u00e1ch h\u00e0ng, \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh, v\u00e0 m\u00f4i tr\u01b0\u1eddng v\u0129 m\u00f4 r\u1ed9ng l\u1edbn l\u00e0 c\u1ea7n thi\u1ebft \u0111\u1ec3 x\u00e2y d\u1ef1ng chi\u1ebfn l\u01b0\u1ee3c marketing hi\u1ec7u qu\u1ea3 t\u01b0\u01a1ng \u1ee9ng v\u1edbi s\u1ef1 thay \u0111\u1ed5i c\u1ee7a th\u1ecb tr\u01b0\u1eddng.<\/p>\n

– C\u00e1c kh\u1ea3 n\u0103ng c\u1ee5 th\u1ec3 l\u00e0 kh\u1ea3 n\u0103ng \u0111\u1ea3m nh\u1eadn c\u00f4ng vi\u1ec7c nghi\u00ean c\u1ee9u marketing, ph\u00e2n t\u00edch \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh v\u00e0 kh\u1ea3 n\u0103ng \u0111\u1ea3m b\u1ea3o th\u00f4ng tin \u0111\u01b0\u1ee3c truy\u1ec1n \u0111i th\u00f4ng su\u1ed1t trong doanh nghi\u1ec7p t\u1ea1o c\u01a1 s\u1edf \u0111\u1ec3 \u0111\u01b0a ra quy\u1ebft \u0111\u1ecbnh.\u00a0<\/p>\n

C\u00e1c doanh nghi\u1ec7p kinh doanh tr\u00ean th\u1ecb tr\u01b0\u1eddng B2B c\u00f3 th\u1ec3 c\u00f3 nh\u1eefng kh\u00e1ch h\u00e0ng r\u1ea5t th\u00e2n thi\u1ebft v\u00e0 c\u00e1c kh\u00e1ch h\u00e0nh n\u00e0y chia s\u1ebb, th\u1ea3o lu\u1eadn v\u1ec1 c\u00e1c c\u01a1 h\u1ed9i ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m.<\/p>\n

– C\u1ea3m nh\u1eadn th\u1ecb tr\u01b0\u1eddng c\u00f2n th\u1ec3 hi\u1ec7n \u1edf kh\u1ea3 n\u0103ng h\u1ecdc h\u1ecfi. Qui tr\u00ecnh h\u1ecdc h\u1ecfi cho ph\u00e9p doanh nghi\u1ec7p duy tr\u00ec l\u1ee3i th\u1ebf c\u1ea1nh tranh trong d\u00e0i h\u1ea1n v\u00e0 chi\u1ebfn th\u1eafng c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh.\u00a0<\/p>\n

Th\u1ef1c t\u1ebf, qu\u00e1 tr\u00ecnh h\u1ecdc kh\u00f4ng ng\u1eebng l\u00e0 c\u1ea7n thi\u1ebft \u0111\u1ec3 s\u1ed1ng s\u00f3t trong m\u00f4i tr\u01b0\u1eddng c\u1ea1nh tranh v\u00e0 thay \u0111\u1ed5i th\u01b0\u1eddng xuy\u00ean do n\u00f3 khi\u1ebfn doanh nghi\u1ec7p l\u0129nh h\u1ed9i \u0111\u01b0\u1ee3c ki\u1ebfn th\u1ee9c b\u00ean ngo\u00e0i. Qu\u00e1 tr\u00ecnh h\u1ecdc h\u1ecfi cho ph\u00e9p doanh nghi\u1ec7p x\u00e1c \u0111\u1ecbnh \u0111\u01b0\u1ee3c c\u00e1c c\u01a1 h\u1ed9i m\u1edbi v\u00e0 cho ph\u00e9p th\u1eed nghi\u1ec7m, t\u00edch h\u1ee3p th\u00f4ng tin t\u1eeb m\u00f4i tr\u01b0\u1eddng b\u00ean ngo\u00e0i.<\/p>\n

Kh\u1ea3 n\u0103ng th\u00edch nghi th\u1ecb tr\u01b0\u1eddng<\/b><\/p>\n

– Kh\u1ea3 n\u0103ng th\u00edch \u1ee9ng v\u00e0 kh\u1ea3 n\u0103ng doanh nghi\u1ec7p x\u00e1c \u0111\u1ecbnh v\u00e0 t\u1eadn d\u1ee5ng c\u00e1c c\u01a1 h\u1ed9i th\u1ecb tr\u01b0\u1eddng m\u1edbi xu\u1ea5t hi\u1ec7n. Kh\u1ea3 n\u0103ng th\u00edch \u1ee9ng c\u00f3 ngh\u0129a l\u00e0 ph\u1ea3n h\u1ed3i m\u1ed9t c\u00e1ch kh\u00e1c bi\u1ec7t v\u1edbi nh\u1eefng t\u00e1c \u0111\u1ed9ng t\u1eeb b\u00ean ngo\u00e0i.\u00a0<\/p>\n

– Kh\u1ea3 n\u0103ng n\u00e0y bao g\u1ed3m:\u00a0<\/p>\n

(1) X\u00e1c \u0111\u1ecbnh th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau v\u00e0 chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ecbnh v\u1ecb: Kh\u1ea3 n\u0103ng n\u00e0y bao g\u1ed3m vi\u1ec7c x\u00e1c \u0111\u1ecbnh c\u00e1c c\u01a1 h\u1ed9i c\u00f3 kh\u1ea3 n\u0103ng thay th\u1ebf v\u00e0 sau \u0111\u00f3 l\u1ef1a ch\u1ecdn th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau ph\u00fa h\u1ee3p m\u00e0 v\u1edbi ngu\u1ed3n l\u1ef1c s\u1eb5n c\u00f3 doanh nghi\u1ec7p c\u00f3 kh\u1ea3 n\u0103ng \u0111\u1ea1t hi\u1ec7u qu\u1ea3 cao nh\u1ea5t v\u1edbi c\u00e1c \u0111o\u1ea1n th\u1ecb tr\u01b0\u1eddng n\u00e0y.<\/p>\n

\u00a0(2) Qu\u1ea3n tr\u1ecb quan h\u1ec7 kh\u00e1ch h\u00e0ng: Qu\u1ea3n tr\u1ecb quan h\u1ec7 kh\u00e1ch h\u00e0ng l\u00e0 kh\u1ea3 n\u0103ng thu h\u00fat, duy tr\u00ec, m\u1edf r\u1ed9ng v\u00e0 \u0111\u00e0o th\u1ea3i kh\u00e1ch h\u00e0ng. K\u0129 n\u0103ng qu\u1ea3n tr\u1ecb kh\u00e1ch h\u00e0ng chi\u1ebfn l\u01b0\u1ee3c c\u00e0ng ng\u00e0y c\u00e0ng quan tr\u1ecdng trong th\u1ecb tr\u01b0\u1eddng B2B.<\/p>\n

Kh\u1ea3 n\u0103ng \u0111\u1ed5i m\u1edbi:<\/b>\u00a0Kh\u1ea3 n\u0103ng \u0111\u1ed5i m\u1edbi v\u00e0 ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5 m\u1edbi l\u00e0 ngu\u1ed3n m\u00e1u nu\u00f4i s\u1ed1ng doanh nghi\u1ec7p. Ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m m\u1edbi hi\u1ec7u qu\u1ea3 y\u00eau c\u1ea7u kh\u1ea3 n\u0103ng c\u1ea3m nh\u1eadn th\u1ecb tr\u01b0\u1eddng v\u00e0 c\u00e1c k\u0129 n\u0103ng R&D ph\u00f9 h\u1ee3p. N\u00f3 ph\u1ee5 thu\u1ed9c v\u00e0o y\u1ebfu t\u1ed1 \u0111\u1ea7u v\u00e0o t\u1eeb ho\u1ea1t \u0111\u1ed9ng marketing, t\u00e0i ch\u00ednh, R&D, v\u1eadn h\u00e0nh v\u00e0 c\u00e1c ho\u1ea1t \u0111\u1ed9ng ch\u1ee9c n\u0103ng kh\u00e1c.<\/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 Ngu\u1ed3n l\u1ef1c marketing n\u0103ng \u0111\u1ed9ng (ti\u1ebfng Anh: Dynamic Marketing Capabilities) l\u00e0 kh\u1ea3 n\u0103ng t\u1ea1o ra ngu\u1ed3n l\u1ef1c marketing m\u1edbi \u0111\u1ec3 nh\u1eadn d\u1ea1ng th\u00edch \u1ee9ng hi\u1ec7u qu\u1ea3 v\u00e0 t\u1ea1o ra nh\u1eefng s\u1ef1 thay \u0111\u1ed5i c\u1ee7a th\u1ecb tr\u01b0\u1eddng.\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\/36550"}],"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=36550"}],"version-history":[{"count":1,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/36550\/revisions"}],"predecessor-version":[{"id":68946,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/36550\/revisions\/68946"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=36550"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=36550"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=36550"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}