{"id":36568,"date":"2023-12-08T12:24:02","date_gmt":"2023-12-08T12:24:02","guid":{"rendered":"https:\/\/masterskills.org\/blog\/chien-luoc-dinh-vi-thuong-hieu-brand-positioning-strategy-la-gi.html"},"modified":"2023-12-24T21:44:53","modified_gmt":"2023-12-24T14:44:53","slug":"chien-luoc-dinh-vi-thuong-hieu-brand-positioning-strategy-la-gi","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/chien-luoc-dinh-vi-thuong-hieu-brand-positioning-strategy-la-gi.html","title":{"rendered":"Chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u (Brand Positioning Strategy) l\u00e0 g\u00ec?"},"content":{"rendered":"
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H\u00ecnh minh h\u1ecda (Ngu\u1ed3n: Cape Chamber of Commerce)<\/i><\/p>\n<\/div>\n<\/div>\n

Chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u (Brand Positioning Strategy)<\/font><\/h2>\n

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

Chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u<\/b> ti\u1ebfng Anh l\u00e0\u00a0Brand Positioning Strategy.<\/b><\/p>\n

Chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u<\/b> l\u00e0 vi\u1ec7c doanh nghi\u1ec7p l\u1ef1a ch\u1ecdn v\u00e0 x\u00e2y d\u1ef1ng trong t\u00e2m tr\u00ed kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau m\u1ed9t h\u00ecnh \u1ea3nh r\u00f5 n\u00e9t v\u00e0 c\u00f3 gi\u00e1 tr\u1ecb v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u n\u00e0y so v\u1edbi c\u00e1c th\u01b0\u01a1ng hi\u1ec7u c\u1ea1nh tranh.<\/p>\n

Y\u00eau c\u1ea7u c\u1ee7a chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ecbnh v\u1ecb<\/b><\/p>\n

– H\u00ecnh \u1ea3nh c\u1ee5 th\u1ec3 \u0111\u01a1n gi\u1ea3n<\/p>\n

– D\u1ef1a tr\u00ean nh\u1eefng thu\u1ed9c t\u00ednh n\u1ed5i b\u1eadt th\u1ef1c s\u1ef1 kh\u00e1c bi\u1ec7t.<\/p>\n

– \u0110\u1ed9c \u0111\u00e1o v\u00e0 ph\u00f9 h\u1ee3p v\u1edbi mong mu\u1ed1n c\u1ee7a kh\u00e1ch h\u00e0ng.<\/p>\n

– H\u00ecnh \u1ea3nh \u0111\u1ecbnh v\u1ecb ph\u1ea3i \u0111\u01b0\u1ee3c x\u00e1c l\u1eadp trong t\u01b0\u01a1ng quan so s\u00e1nh v\u1edbi h\u00ecnh \u1ea3nh \u0111\u1ecbnh v\u1ecb c\u1ee7a c\u00e1c th\u01b0\u01a1ng hi\u1ec7u s\u1ea3n ph\u1ea9m c\u1ea1nh tranh.<\/p>\n

– \u0110\u01b0\u1ee3c th\u1ec3 hi\u1ec7n tr\u00ean th\u1ef1c t\u1ebf.<\/p>\n

– L\u00ed t\u01b0\u1edfng nh\u1ea5t l\u00e0 \u0111\u1ecbnh v\u1ecb \u0111\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u hay s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 c\u1ee7a doanh nghi\u1ec7p trong nh\u1eadn th\u1ee9c c\u1ee7a kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau \u1edf v\u1ecb tr\u00ed s\u1ed1 1 theo m\u1ed9t ti\u00eau chu\u1ea9n mua quan tr\u1ecdng c\u1ee7a kh\u00e1ch h\u00e0ng ho\u1eb7c m\u1ed9t s\u1ed1 y\u1ebfu t\u1ed1 ch\u1ee7 y\u1ebfu c\u1ee7a s\u1ea3n ph\u1ea9m.<\/p>\n

C\u00e1c l\u1ed7i th\u01b0\u1eddng g\u1eb7p trong qu\u00e1 tr\u00ecnh \u0111\u1ecbnh v\u1ecb<\/b><\/p>\n

– H\u00ecnh \u1ea3nh \u0111\u1ecbnh v\u1ecb kh\u00f4ng r\u00f5 r\u00e0ng<\/p>\n

– H\u00ecnh \u1ea3nh \u0111\u1ecbnh v\u1ecb kh\u00f4ng \u0111\u1ee7 s\u1ee9c tin c\u1eady<\/p>\n

– H\u00ecnh \u1ea3nh \u0111\u1ecbnh v\u1ecb qu\u00e1 h\u1eb9p<\/p>\n

– H\u00ecnh \u1ea3nh \u0111\u1ecbnh v\u1ecb kh\u00f4ng nh\u1ea5t qu\u00e1n<\/p>\n

T\u00e1i \u0111\u1ecbnh v\u1ecb<\/b><\/p>\n

M\u1ed9t s\u1ed1 l\u00ed do doanh nghi\u1ec7p ph\u1ea3i ti\u1ebfn h\u00e0nh \u0111\u1ecbnh v\u1ecb l\u1ea1i th\u01b0\u01a1ng hi\u1ec7u hay s\u1ea3n ph\u1ea9m:<\/p>\n

– Kh\u00e1ch h\u00e0ng gi\u00e0 \u0111i<\/p>\n

– Nhu c\u1ea7u, mong mu\u1ed1n kh\u00e1ch h\u00e0ng thay \u0111\u1ed5i.<\/p>\n

– \u0110\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh.<\/p>\n

– Khi h\u00ecnh \u1ea3nh \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a doanh nghi\u1ec7p kh\u00f4ng t\u1ed1t trong nh\u1eadn th\u1ee9c c\u1ee7a kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau.<\/p>\n

V\u00ec v\u1eady doanh nghi\u1ec7p ph\u1ea3i l\u1ef1a ch\u1ecdn chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ecbnh v\u1ecb c\u1ea9n th\u1eadn v\u00e0 th\u1ef1c hi\u1ec7n nh\u1ea5t qu\u00e1n chi\u1ebfn l\u01b0\u1ee3c.<\/p>\n

Qu\u00e1 tr\u00ecnh x\u00e1c l\u1eadp v\u00e0 th\u1ef1c hi\u1ec7n chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ecbnh v\u1ecb<\/font><\/b><\/h3>\n

L\u1ef1a ch\u1ecdn chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ecbnh v\u1ecb<\/b><\/p>\n

– Ti\u1ebfn h\u00e0nh ph\u00e2n \u0111o\u1ea1n th\u1ecb tr\u01b0\u1eddng, l\u1ef1a ch\u1ecdn \u0111o\u1ea1n th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau, ph\u00e2n t\u00edch h\u00e0ng vi mua c\u1ee7a nh\u00f3m kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau.<\/p>\n

– Ph\u00e2n t\u00edch b\u1ea3n \u0111\u1ed3 \u0111\u1ecbnh v\u1ecb c\u1ee7a nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u hi\u1ec7n c\u00f3 c\u1ee7a c\u00e1c doanh nghi\u1ec7p c\u1ea1nh tranh tr\u00ean t\u1eebng \u0111o\u1ea1n th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau (l\u1eadp b\u1ea3n \u0111\u1ed3 nh\u1eadn th\u1ee9c).<\/p>\n

C\u00e1c ph\u01b0\u01a1ng ph\u00e1p m\u00f4 t\u1ea3 thu\u1ed9c t\u00ednh b\u1eb1ng bi\u1ec3u \u0111\u1ed3<\/b><\/p>\n

C\u00e1c ti\u1ebfp c\u1eadn v\u00e0 xem x\u1ebft m\u1ed7i y\u1ebfu t\u1ed1 m\u1ed9t c\u00e1ch ri\u00eang r\u1ebd, k\u1ebft h\u1ee3p ch\u00fang l\u1ea1i v\u1edbi nhau trong m\u1ed9t bi\u1ec3u \u0111\u1ed3 cho ph\u00e9p v\u1ebd \u0111\u01b0\u1ee3c m\u1ed9t h\u00ecnh \u1ea3nh \u1ea3nh ho\u00e0n thi\u1ec7n h\u01a1n.<\/p>\n

X\u00e2y d\u1ef1ng b\u1ea3n \u0111\u1ed3 \u0111\u1ecbnh v\u1ecb<\/b><\/p>\n

Nh\u00e0 qu\u1ea3n tr\u1ecb marketing c\u00f3 th\u1ec3 s\u1eed d\u1ee5ng c\u00e1c k\u0129 thu\u1eadt \u0111\u1ecbnh t\u00ednh v\u00e0 \u0111\u1ecbnh l\u01b0\u1ee3ng \u0111\u1ec3 x\u00e2y d\u1ef1ng b\u1ea3n \u0111\u1ed3 \u0111\u1ecbnh v\u1ecb c\u00e1c th\u01b0\u01a1ng hi\u1ec7u tr\u00ean th\u1ecb tr\u01b0\u1eddng.\u00a0<\/p>\n

Tr\u00ean c\u01a1 s\u1ecf \u0111\u00f3 ng\u01b0\u1eddi l\u00e0m marketing s\u1ebd so s\u00e1nh v\u1ecb tr\u00ed c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a doanh nghi\u1ec7p v\u1edbi v\u1ecb tr\u00ed c\u1ee7a t\u1eebng \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh tr\u00ean th\u1ecb tr\u01b0\u1eddng ho\u1eb7c c\u0169ng c\u00f3 th\u1ec3 l\u1ef1a ch\u1ecdn m\u1ed9t v\u1ecb tr\u00ed hay h\u00ecnh \u1ea3nh \u0111\u1ecbnh v\u1ecb m\u1edbi tr\u00ean b\u1ea3n \u0111\u1ed3 \u0111\u1ec3 ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m m\u1edbi ph\u1ee5c v\u1ee5 cho \u0111o\u1ea1n th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau.<\/p>\n

Ph\u00e2n t\u00edch kh\u1ea3 n\u0103ng ngu\u1ed3n l\u1ef1c c\u1ee7a doanh nghi\u1ec7p<\/b><\/p>\n

T\u01b0\u01a1ng \u1ee9ng v\u1edbi m\u1ed7i v\u1ecb th\u1ebf hay h\u00ecnh \u1ea3nh cho th\u01b0\u01a1ng hi\u1ec7u m\u00e0 doanh nghi\u1ec7p mu\u1ed1n x\u00e1c l\u1eadp trong t\u00e2m tr\u00ed kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau, h\u1ecd ph\u1ea3i c\u00f3 ngu\u1ed3n l\u1ef1c v\u00e0 kh\u1ea3 n\u0103ng th\u1ef1c hi\u1ec7n.<\/p>\n

L\u1ef1a ch\u1ecdn l\u1ee3i th\u1ebf c\u1ea1nh tranh kh\u00e1c bi\u1ec7t d\u00e0i h\u1ea1n<\/b><\/p>\n

C\u00f3 ba \u0111\u1eb7c \u0111i\u1ec3m ch\u00ednh cu\u1ea3 s\u1ea3n ph\u1ea9m \u0111\u01b0\u1ee3c coi l\u00e0 c\u00f3 l\u1ee3i th\u1ebf c\u1ea1nh tranh kh\u00e1c bi\u1ec7t d\u00e0i h\u1ea1n<\/p>\n

– G\u1eafn li\u1ec1n v\u1edbi gi\u00e1 tr\u1ecb mong \u0111\u1ee3i c\u1ee7a kh\u00e1ch h\u00e0ng<\/p>\n

– M\u1ee9c gia t\u0103ng gi\u00e1 tr\u1ecb ph\u1ea3i \u0111\u01b0\u1ee3c c\u00f4ng nh\u1eadn b\u1edfi kh\u00e1ch h\u00e0ng<\/p>\n

– L\u1ee3i th\u1ebf kh\u00f3 b\u1eaft ch\u01b0\u1edbc<\/p>\n

L\u1ef1a ch\u1ecdn h\u00ecnh \u1ea3nh hay v\u1ecb th\u1ebf mong mu\u1ed1n cho th\u01b0\u01a1ng hi\u1ec7u\/ s\u1ea3n ph\u1ea9m trong nh\u1eadn th\u1ee9c kh\u00e1ch h\u00e0ng \u1edf th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau<\/b><\/p>\n

Doanh nghi\u1ec7p c\u00f3 th\u1ec3 l\u1ef1a ch\u1ecdn gi\u1eefa hai ki\u1ec3u chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ecbnh v\u1ecb:<\/p>\n

– \u0110\u1ecbnh v\u1ecb c\u1ea1nh tranh tr\u1ef1c ti\u1ebfp v\u1edbi c\u00e1c th\u01b0\u01a1ng hi\u1ec7u \u0111\u00e3 c\u00f3 tr\u00ean th\u1ecb tr\u01b0\u1eddng<\/p>\n

– \u0110\u1ecbnh v\u1ecb \u1edf v\u1ecb tr\u00ed m\u1edbi hay v\u1edbi h\u00ecnh \u1ea3nh ho\u00e0n to\u00e0n m\u1edbi tr\u00ean th\u1ecb tr\u01b0\u1eddng.<\/p>\n

X\u00e2y d\u1ef1ng ch\u01b0\u01a1ng tr\u00ecnh marketing-mix \u0111\u1ec3 th\u1ef1c hi\u1ec7n chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u doanh nghi\u1ec7p \u0111\u00e3 \u0111\u01b0\u01a1c l\u1ef1a ch\u1ecdn.<\/b><\/p>\n

Giai \u0111o\u1ea1n n\u00e0y g\u1ed3m c\u00e1c c\u00f4ng vi\u1ec7c:<\/p>\n

– Thi\u1ebft k\u1ebf ch\u01b0\u01a1ng tr\u00ecnh marketing-mix.<\/p>\n

– X\u00e2y d\u1ef1ng v\u00e0 th\u1ef1c hi\u1ec7n chi\u1ebfn l\u01b0\u1ee3c qu\u1ea3ng b\u00e1 v\u1ec1 h\u00ecnh \u1ea3nh \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u<\/p>\n

– Ki\u1ec3m tra k\u1ebft qu\u1ea3 \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u v\u00e0 \u0111i\u1ec1u ch\u1ec9nh ho\u1ea1t \u0111\u1ed9ng.<\/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 Chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u (ti\u1ebfng Anh: Brand Positioning Strategy) l\u00e0 vi\u1ec7c doanh nghi\u1ec7p l\u1ef1a ch\u1ecdn v\u00e0 x\u00e2y d\u1ef1ng trong t\u00e2m tr\u00ed kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau m\u1ed9t h\u00ecnh \u1ea3nh r\u00f5 n\u00e9t v\u00e0 c\u00f3 gi\u00e1 tr\u1ecb v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u n\u00e0y so v\u1edbi c\u00e1c th\u01b0\u01a1ng hi\u1ec7u c\u1ea1nh tranh.\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\/36568"}],"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=36568"}],"version-history":[{"count":1,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/36568\/revisions"}],"predecessor-version":[{"id":68954,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/36568\/revisions\/68954"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=36568"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=36568"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=36568"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}