{"id":36580,"date":"2023-12-08T12:24:46","date_gmt":"2023-12-08T12:24:46","guid":{"rendered":"https:\/\/masterskills.org\/blog\/chu-ki-song-san-pham-product-life-cycle-trong-chien-luoc-marketing-la-gi.html"},"modified":"2023-12-24T21:44:53","modified_gmt":"2023-12-24T14:44:53","slug":"chu-ki-song-san-pham-product-life-cycle-trong-chien-luoc-marketing-la-gi","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/chu-ki-song-san-pham-product-life-cycle-trong-chien-luoc-marketing-la-gi.html","title":{"rendered":"Chu k\u00ec s\u1ed1ng s\u1ea3n ph\u1ea9m (Product Life Cycle) trong chi\u1ebfn l\u01b0\u1ee3c Marketing l\u00e0 g\u00ec?"},"content":{"rendered":"
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H\u00ecnh minh h\u1ecda. Ngu\u1ed3n: Trang c\u00f4ng ngh\u1ec7.<\/i><\/p>\n<\/div>\n<\/div>\n

Kh\u00e1i ni\u1ec7m chu k\u00ec s\u1ed1ng s\u1ea3n ph\u1ea9m<\/font><\/h2>\n

Chu k\u00ec s\u1ed1ng s\u1ea3n ph\u1ea9m<\/b> trong ti\u1ebfng Anh l\u00e0 New Product Cycle.<\/b><\/p>\n

Chu k\u00ec s\u1ed1ng s\u1ea3n ph\u1ea9m<\/b> l\u00e0 thu\u1eadt ng\u1eef m\u00f4 t\u1ea3 tr\u1ea1ng th\u00e1i v\u1eadn \u0111\u1ed9ng c\u1ee7a vi\u1ec7c ti\u00eau th\u1ee5 m\u1ed9t lo\u1ea1i s\u1ea3n ph\u1ea9m tr\u00ean th\u1ecb tr\u01b0\u1eddng k\u1ec3 t\u1eeb khi n\u00f3 xu\u1ea5t hi\u1ec7n \u0111\u1ebfn khi n\u00f3 kh\u00f4ng b\u00e1n \u0111\u01b0\u1ee3c n\u1eefa. \u0110\u00e2y c\u0169ng l\u00e0 qu\u00e1 tr\u00ecnh bi\u1ebfn \u0111\u1ed5i c\u1ee7a doanh thu, chi ph\u00ed v\u00e0 l\u1ee3i nhu\u1eadn theo th\u1eddi gian c\u1ee7a lo\u1ea1i s\u1ea3n ph\u1ea9m.\u00a0<\/p>\n

Chu k\u1ef3 s\u1ed1ng m\u00f4 t\u1ea3 sinh \u0111\u1ed9ng c\u00e1c giai \u0111o\u1ea1n trong l\u1ecbch s\u1eed ti\u00eau th\u1ee5 c\u1ee7a m\u1ed9t lo\u1ea1i s\u1ea3n ph\u1ea9m.<\/p>\n

Trong su\u1ed1t th\u1eddi gian t\u1ed3n t\u1ea1i c\u1ee7a s\u1ea3n ph\u1ea9m, nhu c\u1ea7u v\u1ec1 s\u1ea3n ph\u1ea9m v\u00e0 c\u00e1c \u0111i\u1ec1u ki\u1ec7n kinh doanh tr\u00ean th\u1ecb tr\u01b0\u1eddng s\u1ea3n ph\u1ea9m \u0111\u1ec1u bi\u1ebfn \u0111\u1ed5i. T\u1eebng ng\u01b0\u1eddi kinh doanh ph\u1ea3i nh\u1eadn bi\u1ebft \u0111\u1ec3 k\u1ecbp th\u1eddi \u0111i\u1ec1u ch\u1ec9nh ch\u00ednh s\u00e1ch v\u00e0 bi\u1ec7n ph\u00e1p marketing cho ph\u00f9 h\u1ee3p.\u00a0<\/p>\n

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

– C\u00e1c s\u1ea3n ph\u1ea9m \u0111\u1ec1u c\u00f3 th\u1eddi gian t\u1ed3n t\u1ea1i h\u1eefu h\u1ea1n tr\u00ean th\u1ecb tr\u01b0\u1eddng.\u00a0<\/p>\n

– M\u1ed7i giai \u0111o\u1ea1n t\u1ed3n t\u1ea1i tr\u00ean th\u1ecb tr\u01b0\u1eddng c\u00f3 l\u01b0\u1ee3ng s\u1ea3n ph\u1ea9m ti\u00eau th\u1ee5 kh\u00e1c nhau, \u0111i\u1ec1u ki\u1ec7n kinh doanh, m\u1ee9c \u0111\u1ed9 c\u1ea1nh tranh… T\u1ea1o n\u00ean nh\u1eefng thu\u1eadn l\u1ee3i hay \u0111\u1eb7t ra nh\u1eefng th\u00e1ch th\u1ee9c kh\u00e1c nhau \u0111\u1ed1i v\u1edbi ng\u01b0\u1eddi b\u00e1n.<\/p>\n

– M\u1ee9c l\u1ee3i nhu\u1eadn do s\u1ea3n ph\u1ea9m mang l\u1ea1i c\u0169ng kh\u00e1c nhau gi\u1eefa c\u00e1c giai \u0111o\u1ea1n c\u1ee7a chu k\u00ec s\u1ed1ng.\u00a0<\/p>\n

\u00a0– M\u1ed7i giai \u0111o\u1ea1n c\u1ee7a chu k\u00ec s\u1ed1ng s\u1ea3n ph\u1ea9m \u0111\u00f2i h\u1ecfi c\u00e1c chi\u1ebfn l\u01b0\u1ee3c marketing, s\u1ea3n xu\u1ea5t, t\u00e0i ch\u00ednh v\u00e0 nh\u00e2n s\u1ef1 kh\u00e1c nhau.<\/p>\n

C\u00e1c giai \u0111o\u1ea1n chu k\u00ec s\u1ed1ng c\u1ee7a s\u1ea3n ph\u1ea9m<\/b><\/p>\n

– Giai \u0111o\u1ea1n gi\u1edbi thi\u1ec7u s\u1ea3n ph\u1ea9m ra th\u1ecb tr\u01b0\u1eddng<\/p>\n

– Giai \u0111o\u1ea1n t\u0103ng tr\u01b0\u1edfng<\/p>\n

– Giai \u0111o\u1ea1n b\u00e3o h\u00f2a<\/p>\n

– Giai \u0111o\u1ea1n suy tho\u00e1i<\/p>\n

Chi\u1ebfn l\u01b0\u1ee3c marketing theo chu k\u00ec s\u1ed1ng c\u1ee7a s\u1ea3n ph\u1ea9m<\/font><\/h3>\n

Giai \u0111o\u1ea1n gi\u1edbi thi\u1ec7u<\/b><\/p>\n

\u00a0Doanh nghi\u1ec7p l\u1ef1a ch\u1ecdn chi\u1ebfn l\u01b0\u1ee3c th\u00edch h\u1ee3p:<\/p>\n

– Chi\u1ebfn l\u01b0\u1ee3c h\u1edbt v\u00e1ng nhanh<\/i>: L\u00e0 chi\u1ebfn l\u01b0\u1ee3c m\u00e0 doanh nghi\u1ec7p \u0111\u01b0a s\u1ea3n ph\u1ea9m ra b\u00e1n v\u1edbi m\u1ee9c gi\u00e1 cao, \u0111\u1ed3ng th\u1eddi x\u00fac ti\u1ebfn m\u1ea1nh nh\u1eb1m thuy\u1ebft ph\u1ee5c th\u1ecb tr\u01b0\u1eddng v\u1ec1 l\u1ee3i \u00edch s\u1ea3n ph\u1ea9m.<\/p>\n

–\u00a0Chi\u1ebfn l\u01b0\u1ee3c h\u1edbt v\u00e1ng t\u1eeb t\u1eeb:<\/b><\/i>\u00a0L\u00e0 chi\u1ebfn l\u01b0\u1ee3c m\u00e0 doanh nghi\u1ec7p \u0111\u01b0a s\u1ea3n ph\u1ea9m ra b\u00e1n v\u1edbi m\u1ee9c gi\u00e1 cao, nh\u01b0ng ho\u1ea1t \u0111\u1ed9ng x\u00fac ti\u1ebfn y\u1ebfu.<\/p>\n

– <\/b>Chi\u1ebfn l\u01b0\u1ee3c th\u00e2m nh\u1eadp nhanh<\/i>:<\/b> Doanh nghi\u1ec7p \u0111\u01b0a s\u1ea3n ph\u1ea9m ra b\u00e1n v\u1edbi m\u1ee9c gi\u00e1 th\u1ea5p ngay t\u1eeb \u0111\u1ea7u, nh\u01b0ng v\u1eabn \u0111\u1ea7u t\u01b0 cho c\u00e1c ho\u1ea1t \u0111\u1ed9ng x\u00fac ti\u1ebfn.<\/p>\n

– Chi\u1ebfn l\u01b0\u1ee3c th\u00e2m nh\u1eadp t\u1eeb t\u1eeb<\/i>: Doanh nghi\u1ec7p \u0111\u01b0a s\u1ea3n ph\u1ea9m ra b\u00e1n v\u1edbi m\u1ee9c gi\u00e1 th\u1ea5p, m\u1ee9c chi ph\u00ed x\u00fac ti\u1ebfn th\u1ea5p.<\/p>\n

Giai \u0111o\u1ea1n t\u0103ng tr\u01b0\u1edfng ph\u00e1t tri\u1ec3n<\/b><\/p>\n

Doanh nghi\u1ec7p c\u00f3 th\u1ec3 th\u1ef1c hi\u1ec7n c\u00e1c chi\u1ebfn l\u01b0\u1ee3c v\u00e0 ph\u01b0\u01a1ng th\u1ee9c duy tr\u00ec ho\u1ea1t \u0111\u1ed9ng sau:<\/p>\n

– C\u1ea3i ti\u1ebfn \u0111\u1eb7c t\u00ednh v\u00e0 ch\u1ea5t l\u01b0\u1ee3ng s\u1ea3n ph\u1ea9m ho\u1eb7c b\u1ed5 sung c\u00e1c m\u1eabu m\u00e3 m\u1edbi<\/p>\n

– T\u1ea5n c\u00f4ng c\u00e1c \u0111o\u1ea1n th\u1ecb tr\u01b0\u1eddng m\u1edbi<\/p>\n

– Ph\u00e1t tri\u1ec3n th\u00eam c\u00e1c k\u00eanh ph\u00e2n ph\u1ed1i m\u1edbi<\/p>\n

– Doanh nghi\u1ec7p l\u00fac n\u00e0y chuy\u1ec3n t\u1eeb qu\u1ea3ng c\u00e1o nh\u1eadn bi\u1ebft s\u1ea3n ph\u1ea9m n\u00f3i chung sang qu\u1ea3ng c\u00e1o h\u00ecnh th\u1ee9c x\u00e2y d\u1ef1ng h\u00ecnh \u1ea3nh, uy t\u00edn, th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n

– Gi\u00e1 b\u00e1n c\u1ea7n \u0111i\u1ec1u ch\u1ec9nh \u0111\u1ec3 thu h\u00fat kh\u00e1ch h\u00e0ng v\u00e0 h\u1ea1n ch\u1ebf c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh.<\/p>\n

Giai \u0111o\u1ea1n b\u00e3o h\u00f2a<\/b><\/p>\n

Doanh nghi\u1ec7p c\u00f3 th\u1ec3 \u00e1p d\u1ee5ng c\u00e1c chi\u1ebfn l\u01b0\u1ee3c marketing ch\u1ee7 y\u1ebfu:<\/p>\n

– Thay \u0111\u1ed5i th\u1ecb tr\u01b0\u1eddng<\/p>\n

– Thay \u0111\u1ed5i s\u1ea3n ph\u1ea9m<\/p>\n

– Thay \u0111\u1ed5i h\u1ed7n h\u1ee3p marketing<\/p>\n

Giai \u0111o\u1ea1n suy tho\u00e1i<\/b><\/p>\n

Chi\u1ebfn l\u01b0\u1ee3c marketing c\u00f3 th\u1ec3 theo c\u00e1c h\u01b0\u1edbng ch\u1ee7 y\u1ebfu:<\/p>\n

– Chuy\u1ec3n h\u01b0\u1edbng khai th\u00e1c th\u1ecb tr\u01b0\u1eddng, c\u1ee7ng c\u1ed1 v\u1ecb th\u1ebf c\u1ea1nh tranh.<\/p>\n

– Duy tr\u00ec m\u1ee9c \u0111\u1ea7u t\u01b0 hi\u1ec7n t\u1ea1i khi v\u1eabn c\u00f2n nh\u1eefng kh\u00e1ch h\u00e0ng trung th\u00e0nh.<\/p>\n

– Gi\u1ea3m c\u00f3 ch\u1ecdn l\u1ecdc nh\u1eefng ho\u1ea1t \u0111\u1ed9ng kinh doanh, r\u00fat kh\u1ecfi c\u00e1c \u0111o\u1ea1n th\u1ecb tr\u01b0\u1eddng kh\u00f4ng hi\u1ec7u qu\u1ea3.<\/p>\n

– Thu ho\u1ea1ch \u0111\u1ec3 nhanh ch\u00f3ng gi\u1ea3i th\u1ec3 v\u1ed1n.<\/p>\n

– Lo\u1ea1i b\u1ecf s\u1ea3n ph\u1ea9m hay gi\u1ea3i th\u1ec3 \u0111\u01a1n v\u1ecb kinh doanh.<\/p>\n

– B\u00e1n hay chuy\u1ec3n nh\u01b0\u1ee3ng cho ng\u01b0\u1eddi kh\u00e1c ho\u1eb7c lo\u1ea1i b\u1ecf ho\u00e0n to\u00e0n.<\/p>\n

– Quy\u1ebft \u0111\u1ecbnh th\u1eddi \u0111i\u1ec3m d\u1eebng s\u1ea3n xu\u1ea5t, chuy\u1ec3n sang s\u1ea3n ph\u1ea9m kh\u00e1c thay th\u1ebf.<\/p>\n

– \u0110\u1ea3m b\u1ea3o ph\u1ee5c v\u1ee5 \u0111\u01b0\u1ee3c nh\u1eefng kh\u00e1ch h\u00e0ng trung th\u00e0nh.<\/p>\n

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(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 Chu k\u00ec s\u1ed1ng s\u1ea3n ph\u1ea9m (ti\u1ebfng Anh: Product Life Cycle) l\u00e0 qu\u00e1 tr\u00ecnh t\u1ed3n t\u1ea1i v\u00e0 ph\u00e1t tri\u1ec3n c\u1ee7a s\u1ea3n ph\u1ea9m. M\u1ed7i giai \u0111o\u1ea1n c\u1ee7a chu k\u00ec s\u1ed1ng c\u00f3 nh\u1eefng \u0111\u1eb7c \u0111i\u1ec3m, m\u1ee5c ti\u00eau v\u00e0 chi\u1ebfn l\u01b0\u1ee3c marketing 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\/36580"}],"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=36580"}],"version-history":[{"count":1,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/36580\/revisions"}],"predecessor-version":[{"id":68960,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/36580\/revisions\/68960"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=36580"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=36580"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=36580"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}