{"id":36560,"date":"2023-12-08T12:23:33","date_gmt":"2023-12-08T12:23:33","guid":{"rendered":"https:\/\/masterskills.org\/blog\/phan-biet-gia-price-discrimination-theo-quan-diem-marketing-la-gi.html"},"modified":"2023-12-24T21:44:52","modified_gmt":"2023-12-24T14:44:52","slug":"phan-biet-gia-price-discrimination-theo-quan-diem-marketing-la-gi","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/phan-biet-gia-price-discrimination-theo-quan-diem-marketing-la-gi.html","title":{"rendered":"Ph\u00e2n bi\u1ec7t gi\u00e1 (Price Discrimination) theo quan \u0111i\u1ec3m marketing l\u00e0 g\u00ec?"},"content":{"rendered":"
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H\u00ecnh minh h\u1ecda (Ngu\u1ed3n: Lynda.com)<\/i><\/p>\n<\/div>\n<\/div>\n

Ph\u00e2n bi\u1ec7t gi\u00e1 (Price Discrimination)<\/font><\/h2>\n

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

Ph\u00e2n bi\u1ec7t g\u00eda\u00a0<\/b>trong t\u1ebfng Anh g\u1ecdi l\u00e0 Price Discrimination.<\/b><\/p>\n

Ph\u00e2n bi\u1ec7t gi\u00e1<\/b> l\u00e0 kh\u1ea3 n\u0103ng b\u00e1n c\u00e1c s\u1ea3n ph\u1ea9m c\u1ee7a nh\u00e0 cung c\u1ea5p theo gi\u00e1 b\u00e1n kh\u00e1c nhau tr\u00ean c\u00e1c th\u1ecb tr\u01b0\u1eddng kh\u00e1c nhau.<\/p>\n

C\u00e1c c\u00e1ch ph\u00e2n\u00a0bi\u1ec7t gi\u00e1<\/font><\/h3>\n

Ph\u00e2n bi\u1ec7t gi\u00e1 theo d\u00f2ng v\u00e0 h\u1ed7n h\u1ee3p h\u00e0ng h\u00f3a<\/b><\/p>\n

Ph\u00e2n bi\u1ec7t gi\u00e1 cho ch\u1ee7ng lo\u1ea1i h\u00e0ng h\u00f3a<\/i><\/p>\n

Ph\u00e2n bi\u1ec7t gi\u00e1 cho c\u00e1c ch\u1ee7ng lo\u1ea1i h\u00e0ng h\u00f3a trong m\u1ed9t d\u00f2ng t\u1ee9c l\u00e0 \u0111\u1ecbnh gi\u00e1 cho nh\u1eefng s\u1ea3n ph\u1ea9m c\u00f3 c\u00f9ng m\u1ed9t ch\u1ee9c n\u0103ng t\u01b0\u01a1ng t\u1ef1, \u0111\u01b0\u1ee3c b\u00e1n cho c\u00f9ng m\u1ed9t nh\u00f3m kh\u00e1ch h\u00e0ng nh\u01b0ng kh\u00e1c nhau v\u1ec1 ch\u1ea5t l\u01b0\u1ee3ng ho\u1eb7c ki\u1ec3u d\u00e1ng, m\u1eabu m\u00e3.<\/p>\n

M\u1ee9c ch\u00eanh l\u1ec7ch gi\u00e1 gi\u1eefa c\u00e1c ch\u1ee7ng lo\u1ea1i trong d\u00f2ng s\u1ea3n ph\u1ea9m th\u01b0\u1eddng d\u1ef1a v\u00e0o s\u1ef1 c\u1ea3m nh\u1eadn c\u1ee7a kh\u00e1ch h\u00e0ng v\u1ec1 gi\u00e1 v\u00e0 t\u00ednh n\u0103ng, ch\u1ea5t l\u01b0\u1ee3ng t\u1eebng ch\u1ee7ng lo\u1ea1i, gi\u00e1 c\u1ee7a \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh c\u0169ng nh\u01b0 ch\u00eanh l\u1ec7ch v\u1ec1 chi ph\u00ed \u0111\u1ec3 s\u1ea3n xu\u1ea5t ra ch\u00fang.\u00a0<\/p>\n

Doanh nghi\u1ec7p th\u01b0\u1eddng x\u00e1c \u0111\u1ecbnh nh\u1eefng m\u1ee9c gi\u00e1 theo ch\u1ee7ng lo\u1ea1i sao cho ng\u01b0\u1eddi mua ph\u1ea3i mua nh\u1eefng ch\u1ee7ng lo\u1ea1i gi\u00e1 cao v\u00e0 mua \u0111\u1ed3ng th\u1eddi nhi\u1ec1u ch\u1ee7ng lo\u1ea1i.<\/p>\n

X\u00e1c \u0111\u1ecbnh gi\u00e1 cho nh\u1eefng s\u1ea3n ph\u1ea9m ph\u1ee5 th\u00eam<\/i><\/p>\n

Ngo\u00e0i s\u1ea3n ph\u1ea9m ch\u00ednh, doanh nghi\u1ec7p c\u00f3 th\u1ec3 \u0111\u01b0a ra nhi\u1ec1u s\u1ea3n ph\u1ea9m ph\u1ee5 b\u00e1n k\u00e8m theo \u0111\u1ec3 th\u1ecfa m\u00e3n nhi\u1ec1u kh\u00eda c\u1ea1nh kh\u00e1c nhau c\u1ee7a nhu c\u1ea7u kh\u00e1ch h\u00e0ng.\u00a0<\/p>\n

Vi\u1ec7c \u0111\u1ecbnh gi\u00e1 ph\u00e2n bi\u1ec7t gi\u1eefa s\u1ea3n ph\u1ea9m ch\u00ednh v\u00e0 ph\u1ee5 r\u1ea5t ph\u1ee9c t\u1ea1p v\u00ec doanh nghi\u1ec7p ph\u1ea3i \u0111\u1ed1i ph\u00f3 v\u1edbi \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh \u0111\u01b0a ra m\u1ed9t m\u1ee9c gi\u00e1 “h\u1eddi” h\u01a1n cho kh\u00e1ch h\u00e0ng khi h\u1ecd ch\u1ec9 th\u1ef1c hi\u1ec7n m\u1ed9t m\u1ee9c gi\u00e1 cho s\u1ea3n ph\u1ea9m ho\u00e0n h\u1ea3o.\u00a0<\/p>\n

Doanh nghi\u1ec7p \u0111\u00e3 hi sinh m\u1ee5c ti\u00eau l\u1ee3i nhu\u1eadn \u1edf s\u1ea3n ph\u1ea9m n\u00e0y \u0111\u1ec3 thu l\u1ea1i l\u1ee3i nhu\u1eadn \u1edf s\u1ea3n ph\u1ea9m kh\u00e1c, v\u00e0 cu\u1ed1i c\u00f9ng \u0111\u1ea1t t\u1ed5ng l\u1ee3i nhu\u1eadn cao h\u01a1n.<\/p>\n

X\u00e1c \u0111\u1ecbnh gi\u00e1 cho s\u1ea3n ph\u1ea9m k\u00e8m theo b\u1eaft bu\u1ed9c<\/i><\/p>\n

M\u1ed9t s\u1ed1 s\u1ea3n ph\u1ea9m khi s\u1eed d\u1ee5ng c\u1ea7n c\u00f3 nh\u1eefng s\u1ea3n ph\u1ea9m kh\u00e1c \u0111i k\u00e8m b\u1eaft bu\u1ed9c. V\u00ed d\u1ee5: Phim cho m\u00e1y \u1ea3nh, l\u01b0\u1ee1i dao cho b\u00e1n dao c\u1ea1o,…<\/p>\n

Nh\u1eefng ng\u01b0\u1eddi s\u1ea3n xu\u1ea5t c\u00e1c s\u1ea3n ph\u1ea9m ch\u00ednh th\u01b0\u1eddng \u0111\u1ecbnh gi\u00e1 th\u1ea5p cho s\u1ea3n ph\u1ea9m c\u1ee7a h\u1ecd v\u00e0 b\u00e1n c\u00e1c s\u1ea3n ph\u1ea9m \u0111i k\u00e8m b\u1eaft bu\u1ed9c v\u1edbi gi\u00e1 cao \u0111\u1ec3 thu l\u1ee3i nhu\u1eadn.T\u1ea5t nhi\u00ean, doanh nghi\u1ec7p ph\u1ea3i ki\u1ec3m so\u00e1t \u0111\u01b0\u1ee3c vi\u1ec7c s\u1ea3n xu\u1ea5t c\u00e1c s\u1ea3n ph\u1ea9m d\u00f9ng k\u00e8m \u0111\u1ec3 kh\u00f4ng c\u00f3 s\u1ea3n ph\u1ea9m nh\u00e1i hay b\u1eaft ch\u01b0\u1edbc b\u00e1n v\u1edbi gi\u00e1 th\u1ea5p h\u01a1n.<\/p>\n

\u0110\u1ecbnh gi\u00e1 cho s\u1ea3n ph\u1ea9m ph\u1ee5 c\u1ee7a s\u1ea3n xu\u1ea5t<\/i><\/p>\n

\u1ede m\u1ed9t s\u1ed1 ng\u00e0nh s\u1ea3n xu\u1ea5t nh\u01b0 c\u00f4ng nghi\u1ec7p h\u00f3a ch\u1ea5t, n\u00f4ng nghi\u1ec7p,…trong c\u00f9ng m\u1ed9t qu\u00e1 tr\u00ecnh s\u1ea3n xu\u1ea5t, ng\u01b0\u1eddi ta \u0111\u1ed3ng th\u1eddi thu \u0111\u01b0\u1ee3c s\u1ea3n ph\u1ea9m ch\u00ednh v\u00e0 m\u1ed9t s\u1ed1 s\u1ea3n ph\u1ea9m ph\u1ee5. Gi\u00e1 b\u00e1n c\u00e1c s\u1ea3n ph\u1ea9m ph\u1ee5 c\u00f3 th\u1ec3 \u1edf m\u1ee9c linh ho\u1ea1t so v\u1edbi s\u1ea3n ph\u1ea9m ch\u00ednh \u0111\u1ec3 nh\u1eb1m c\u00e1c m\u1ee5c ti\u00eau th\u1ecb tr\u01b0\u1eddng kh\u00e1c nhau.<\/p>\n

Ph\u00e2n bi\u1ec7t gi\u00e1 b\u00e1n th\u00e0nh hai ph\u1ea7n: Ph\u1ea7n c\u1ed1 \u0111\u1ecbnh v\u00e0 ph\u1ea7n linh ho\u1ea1t<\/b><\/p>\n

\u1ede \u0111\u00e2y, doanh nghi\u1ec7p \u0111\u1ecbnh m\u1ed9t m\u1ee9c gi\u00e1 t\u1ed1i thi\u1ec3u c\u1ed1 \u0111\u1ecbnh m\u00e0 m\u1ecdi kh\u00e1ch h\u00e0ng mua \u0111\u1ec1u ph\u1ea3i tr\u1ea3 cho m\u1ed9t l\u01b0\u1ee3ng h\u00e0ng h\u00f3a v\u00e0 d\u1ecbch v\u1ee5 t\u1ed1i thi\u1ec3u. Ngo\u00e0i ph\u1ea7n t\u1ed1i thi\u1ec3u, kh\u00e1ch h\u00e0ng s\u1eed d\u1ee5ng th\u00eam h\u00e0ng h\u00f3a d\u1ecbch v\u1ee5 s\u1ebd ph\u1ea3i tr\u1ea3 th\u00eam theo gi\u00e1 b\u1ed5 sung.\u00a0<\/p>\n

Ph\u00e2n bi\u1ec7t gi\u00e1 theo gi\u00e1 tr\u1ecdn g\u00f3i v\u00e0 gi\u00e1 s\u1ea3n ph\u1ea9m ri\u00eang l\u1ebb<\/b><\/p>\n

B\u00ean c\u1ea1nh vi\u1ec7c b\u00e1n t\u1eebng s\u1ea3n ph\u1ea9m ri\u00eang l\u1ebb doanh nghi\u1ec7p t\u1eadp h\u1ee3p m\u1ed9t s\u1ed1 h\u00e0ng h\u00f3a l\u1ea1i th\u00e0nh m\u1ed9t “g\u00f3i h\u00e0ng” \u0111\u1ec3 b\u00e1n t\u1eebng nh\u00f3m h\u00e0ng.<\/p>\n

Ph\u00e2n bi\u1ec7t gi\u00e1 theo khu v\u1ef1c \u0111\u1ecba l\u00ed<\/b><\/p>\n

C\u00e1c doanh nghi\u1ec7p th\u01b0\u1eddng kinh doanh tr\u00ean m\u1ed9t khu v\u1ef1c th\u1ecb tr\u01b0\u1eddng r\u1ed9ng l\u1edbn n\u00ean ph\u1ea3i ph\u00e2n bi\u1ec7t gi\u00e1 theo khu v\u1ef1c. Gi\u00e1 b\u00e1n c\u00f9ng m\u1ed9t m\u1eb7t h\u00e0ng tr\u00ean m\u1ed7i khu v\u1ef1c th\u1ecb tr\u01b0\u1eddng ph\u1ee5 thu\u1ed9c v\u00e0o s\u1ee9c mua c\u1ee7a khu v\u1ef1c th\u1ecb tr\u01b0\u1eddng \u0111\u00f3 v\u00e0 chi ph\u00ed v\u1eadn chuy\u1ec3n.<\/p>\n

– Doanh nghi\u1ec7p \u0111\u1ecbnh gi\u00e1 m\u1ed9t m\u1ee9c gi\u00e1 b\u00e1n t\u1ea1i nh\u00e0 m\u00e1y, ng\u01b0\u1eddi mua ph\u1ea3i lo chi ph\u00ed v\u1eadn chuy\u1ec3n.\u00a0<\/p>\n

– Doanh nghi\u1ec7p c\u00f3 th\u1ec3 \u00e1p d\u1ee5ng m\u1ed9t m\u1ee9c gi\u00e1 b\u00e1n th\u1ed1ng nh\u1ea5t cho t\u1ea5t c\u1ea3 c\u00e1c khu v\u1ef1c th\u1ecb tr\u01b0\u1eddng tr\u00ean c\u01a1 s\u1edf t\u00ednh chi ph\u00ed v\u1eadn chuy\u1ec3n b\u00ecnh qu\u00e2n theo nguy\u00ean t\u1eafc l\u1ea5y g\u1ea7n b\u00f9 xa.\u00a0<\/p>\n

– Doanh nghi\u1ec7p x\u00e1c \u0111\u1ecbnh nh\u1eefng m\u1ee9c gi\u00e1 ri\u00eang cho t\u1eebng khu v\u1ef1c th\u1ecb tr\u01b0\u1eddng theo chi ph\u00ed v\u1eadn chuy\u1ec3n \u0111\u1ebfn khu v\u1ef1c \u0111\u00f3.\u00a0<\/p>\n

C\u1ea3 ba ph\u01b0\u01a1ng \u00e1n \u0111\u00f3 \u0111\u1ec1u c\u00f3 nh\u1eefng \u01b0u nh\u01b0\u1ee3c \u0111i\u1ec3m nh\u1ea5t \u0111\u1ecbnh v\u00e0 v\u1eabn kh\u00f4ng gi\u1ea3i quy\u1ebft tri\u1ec7t \u0111\u1ec3 \u0111\u01b0\u1ee3c m\u00e2u thu\u1eabn gi\u1eefa s\u1ee9c mua v\u00e0 chi ph\u00ed v\u1eadn chuy\u1ec3n,<\/p>\n

M\u1ed9t s\u1ed1 lo\u1ea1i ph\u00e2n bi\u1ec7t gi\u00e1 kh\u00e1c<\/b><\/p>\n

Trong th\u1ef1c t\u1ebf kinh doanh, c\u00e1c doanh nghi\u1ec7p c\u00f3 th\u1ec3 c\u00f3 nhi\u1ec1u c\u00e1ch kh\u00e1c n\u1eefa \u0111\u1ec3 ph\u00e2n bi\u1ec7t gi\u00e1: Ph\u00e2n bi\u1ec7t gi\u00e1 theo kh\u1ed1i l\u01b0\u1ee3ng mua, mua m\u1ed9t l\u00fac kh\u1ed1i l\u01b0\u1ee3ng c\u00e0ng l\u1edbn c\u00e0ng \u0111\u01b0\u1ee3c h\u01b0\u1edfng gi\u00e1 th\u1ea5p; ph\u00e2n bi\u1ec7t gi\u00e1 theo c\u00e1c kh\u00e2u l\u01b0u th\u00f4ng trong k\u00eanh ph\u00e2n ph\u1ed1i; ph\u00e2n bi\u1ec7t gi\u00e1 theo th\u1eddi v\u1ee5 \u0111\u1ec3 \u0111i\u1ec1u ti\u1ebft cung c\u1ea7u c\u00e1c s\u1ea3n ph\u1ea9m c\u00f3 t\u00ednh th\u1eddi v\u1ee5,…<\/p>\n

\u00a0(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 Ph\u00e2n bi\u1ec7t gi\u00e1 (ti\u1ebfng Anh: Price Discrimination) l\u00e0 kh\u1ea3 n\u0103ng b\u00e1n c\u00e1c s\u1ea3n ph\u1ea9m c\u1ee7a nh\u00e0 cung c\u1ea5p theo gi\u00e1 b\u00e1n kh\u00e1c nhau tr\u00ean c\u00e1c th\u1ecb tr\u01b0\u1eddng kh\u00e1c nhau.\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\/36560"}],"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=36560"}],"version-history":[{"count":1,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/36560\/revisions"}],"predecessor-version":[{"id":68951,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/36560\/revisions\/68951"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=36560"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=36560"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=36560"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}