{"id":36594,"date":"2023-12-08T12:25:28","date_gmt":"2023-12-08T12:25:28","guid":{"rendered":"https:\/\/masterskills.org\/blog\/marketing-quan-he-relationship-marketing-la-gi-ban-chat-va-y-nghia.html"},"modified":"2023-12-24T21:44:54","modified_gmt":"2023-12-24T14:44:54","slug":"marketing-quan-he-relationship-marketing-la-gi-ban-chat-va-y-nghia","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/marketing-quan-he-relationship-marketing-la-gi-ban-chat-va-y-nghia.html","title":{"rendered":"Marketing quan h\u1ec7 (Relationship Marketing) l\u00e0 g\u00ec? B\u1ea3n ch\u1ea5t v\u00e0 \u00fd ngh\u0129a"},"content":{"rendered":"
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H\u00ecnh minh h\u1ecda. Ngu\u1ed3n: BLog t\u00ecm hi\u1ec3u marketing.<\/i><\/p>\n<\/div>\n<\/div>\n

\u0110\u1ecbnh ngh\u0129a marketing quan h\u1ec7<\/font><\/h2>\n

Marketing quan h\u1ec7<\/b> trong ti\u1ebfng Anh g\u1ecdi l\u00e0 Relationship Marketing.<\/b><\/p>\n

Marketing quan h\u1ec7<\/b> ch\u00ednh l\u00e0 ho\u1ea1t \u0111\u1ed9ng marketing nh\u1eb1m t\u1ea1o l\u1eadp v\u00e0 dui tr\u00ec quan h\u1ec7 d\u00e0i h\u1ea1n gi\u1eefa doanh nghi\u1ec7p v\u1edbi c\u00e1c \u0111\u1ed1i t\u00e1c (\u0111\u1eb7c bi\u1ec7t l\u00e0 kh\u00e1ch h\u00e0ng) nh\u1eb1m th\u1ef1c hi\u1ec7n th\u00e0nh c\u00f4ng c\u00e1c m\u1ee5c ti\u00eau c\u1ee7a doanh nghi\u1ec7p.<\/p>\n

C\u00e1c doanh nghi\u1ec7p c\u1ea7n s\u1eed d\u1ee5ng c\u00e1c ph\u01b0\u01a1ng ph\u00e1p theo d\u00f5i, \u0111\u00e1nh gi\u00e1 m\u1ee9c \u0111\u1ed9 h\u00e0i l\u00f2ng c\u1ee7a kh\u00e1ch h\u00e0ng t\u00ecm m\u1ecdi bi\u1ec7n ph\u00e1p \u0111\u1ec3 \u0111\u1ea3m b\u1ea3o s\u1ef1 h\u00e0i l\u00f2ng th\u1ef1c s\u1ef1 c\u1ee7a h\u1ecd. H\u1ecd c\u1ea7n so s\u00e1nh m\u1ee9c \u0111\u1ed9 th\u1ecfa m\u00e3n kh\u00e1ch h\u00e0ng c\u1ee7a doanh nghi\u1ec7p v\u1edbi c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh.\u00a0<\/p>\n

Cu\u1ed1i c\u00f9ng, ng\u01b0\u1eddi l\u00e0m marketing ph\u1ea3i x\u00e1c \u0111\u1ecbnh c\u1ea7n l\u00e0m g\u00ec v\u1ec1 marketing v\u00e0 c\u1ea7n \u0111\u1ea7u t\u01b0 chi ph\u00ed bao nhi\u00eau \u0111\u1ec3 kh\u00e1ch h\u00e0ng kh\u00f4ng b\u1ecf \u0111i.<\/p>\n

B\u1ea3n ch\u1ea5t, \u00fd ngh\u0129a v\u00e0 ph\u1ea1m vi c\u1ee7a marketing quan h\u1ec7<\/font><\/h3>\n

B\u1ea3n ch\u1ea5t<\/font><\/b><\/p>\n

–<\/font>\u00a0<\/font><\/b>Qu\u1ea3n tr\u1ecb marketing ph\u1ea3i t\u1ea1o ra \u0111\u01b0\u1ee3c l\u1ee3i th\u1ebf c\u1ea1nh tranh kh\u00e1c bi\u1ec7t<\/b> doanh nghi\u1ec7p tr\u00ean th\u1ecb tr\u01b0\u1eddng. Mu\u1ed1n v\u1eady, doanh nghi\u1ec7p ph\u1ea3i t\u1ed5 ch\u1ee9c\u00a0v\u00e0 th\u1ef1c hi\u1ec7n \u0111\u01b0\u1ee3c c\u00e1c ho\u1ea1t \u0111\u1ed9ng marketing nh\u1eb1m t\u1ea1o ra v\u00e0 dui tr\u00ec quan h\u1ec7 d\u00e0i h\u1ea1n t\u1ed1t \u0111\u1eb9p v\u1edbi kh\u00e1ch h\u00e0ng.<\/p>\n

– L\u00e0 tri\u1ebft l\u00ed kinh doanh h\u01b0\u1edbng t\u1edbi x\u00e2y d\u1ef1ng quan h\u1ec7 ng\u01b0\u1eddi mua- ng\u01b0\u1eddi b\u00e1n d\u00e0i h\u1ea1n.<\/b><\/p>\n

– Qu\u1ea3n tr\u1ecb marketing hi\u1ec7n \u0111\u1ea1i th\u00ec h\u01b0\u1edbng marketing quan h\u1ec7 th\u1ef1c ch\u1ea5t l\u00e0 qu\u1ea3n tr\u1ecb qu\u00e1 tr\u00ecnh gia t\u0103ng gi\u00e1 tr\u1ecb cho s\u1ea3n ph\u1ea9m<\/b> v\u00e0 \u0111\u1ecbnh h\u01b0\u1edbng ph\u00e1t tri\u1ec3n, duy tr\u00ec v\u00e0 t\u0103ng c\u01b0\u1eddng quan h\u1ec7 v\u1edbi kh\u00e1ch h\u00e0ng.\u00a0<\/p>\n

–\u00a0Marketing quan h\u1ec7 c\u0169ng nh\u1ea5n m\u1ea1nh \u0111\u1ebfn t\u1ea1o ra v\u00e0 dui tr\u00ec quan h\u1ec7 v\u1edbi kh\u00e1ch h\u00e0ng ph\u1ea3i b\u1eb1ng c\u00e1c tri\u1ebft l\u00ed v\u00e0 c\u00f4ng c\u1ee5 c\u1ee7a marketing<\/b>.<\/p>\n

– Qu\u00e1 tr\u00ecnh x\u00e2y d\u1ef1ng v\u00e0 dui tr\u00ec c\u00e1c quan h\u1ec7 tr\u00ean th\u1ecb tr\u01b0\u1eddng li\u00ean quan \u0111\u1ebfn t\u1ea5t c\u1ea3 c\u00e1c ho\u1ea1t \u0111\u1ed9ng m\u00e0 doanh nghi\u1ec7p th\u1ef1c hi\u1ec7n<\/b> \u0111\u1ec3 \u0111\u1ea3m b\u1ea3o l\u1ee3i \u00edch \u0111a ph\u01b0\u01a1ng b\u1ec1n v\u1eefng trong m\u00f4i tr\u01b0\u1eddng kinh doanh to\u00e0n c\u1ea7u kh\u00f4ng ch\u1eafc ch\u1eafn hi\u1ec7n nay.\u00a0<\/p>\n

Ngo\u00e0i quan h\u1ec7 v\u1edbi kh\u00e1ch h\u00e0ng, doanh nghi\u1ec7p c\u00f2n ph\u1ea3i thi\u1ebft l\u1eadp v\u00e0 dui tr\u00ec quan h\u1ec7 hi\u1ec7u qu\u1ea3 v\u1edbi nhi\u1ec1u \u0111\u1ed1i t\u00e1c kh\u00e1c tr\u00ean th\u1ecb tr\u01b0\u1eddng.\u00a0<\/p>\n

Ch\u00fang ta c\u00f3 th\u1ec3 th\u1ea5y c\u00e1c quan h\u1ec7 ch\u1ee7 y\u1ebfu c\u1ee7a m\u1ed9t doanh nghi\u1ec7p l\u00e0: Quan h\u1ec7 v\u1edbi nh\u00e0 cung c\u1ea5p, nh\u00e0 s\u1ea3n xu\u1ea5t, ng\u01b0\u1eddi lao \u0111\u1ed9ng, nh\u00e0 ph\u00e2n ph\u1ed1i, ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u00e0 c\u00e1c t\u1ed5 ch\u1ee9c marketing chuy\u00ean m\u00f4n h\u00f3a kh\u00e1c. C\u00e1c nh\u00e0 qu\u1ea3n tr\u1ecb marketing c\u1ea7n ph\u1ea3i bi\u1ebft \u0111\u1ed5i m\u1edbi, n\u0103ng \u0111\u1ed9ng, linh ho\u1ea1t, s\u00e1ng t\u1ea1o trong c\u00e1c quy\u1ebft \u0111\u1ecbnh marketing c\u1ee7a h\u1ecd.<\/p>\n

–\u00a0 Trong marketing quan h\u1ec7, c\u00e1c nh\u00e0 qu\u1ea3n tr\u1ecb marketing chia th\u1ecb tr\u01b0\u1eddng th\u00e0nh c\u00e1c nh\u00f3m kh\u00e1ch h\u00e0ng nh\u1ecf v\u00e0 t\u1eadp trung<\/b>\u00a0t\u1ea1o d\u1ef1ng quan h\u1ec7 v\u00e0 t\u00e1c \u0111\u1ed9ng qua l\u1ea1i.<\/p>\n

\u00dd ngh\u0129a<\/font><\/b><\/p>\n

– T\u1ea7m quan tr\u1ecdng c\u1ee7a c\u00e1c quan h\u1ec7 trong qu\u00e1 tr\u00ecnh l\u00e0m marketing ng\u00e0y c\u00e0ng t\u0103ng trong m\u00f4i tr\u01b0\u1eddng kinh doanh to\u00e0n c\u1ea7u \u0111\u1ea7y bi\u1ebfn \u0111\u1ed9ng.<\/p>\n

– Trong khi m\u1ed7i quan h\u1ec7 c\u1ee7a doanh nghi\u1ec7p \u0111\u1ec1u quan tr\u1ecdng, th\u00ec s\u1ef1 ph\u1ed1i h\u1ee3p gi\u1eefa c\u00e1c m\u1ed1i quan h\u1ec7 c\u1ee7a qu\u00e1 tr\u00ecnh qu\u1ea3n tr\u1ecb marketing t\u1ed5ng th\u1ec3 l\u00e0 v\u00f4 c\u00f9ng c\u1ea7n thi\u1ebft \u0111\u1ed1i v\u1edbi c\u00e1c \u0111\u01a1n v\u1ecb kinh doanh.<\/p>\n

Trong th\u1ef1c ti\u1ec5n kinh doanh \u1edf Vi\u1ec7t Nam, v\u1eabn c\u00f2n nhi\u1ec1u doanh nghi\u1ec7p kh\u00f4ng bi\u1ebft t\u1eadp trung n\u1ed7 l\u1ef1c marketing cho c\u00e1c \u0111\u01a1n v\u1ecb kinh doanh ch\u1ee7 y\u1ebfu v\u00e0 c\u00e1c m\u1ed1i quan h\u1ec7 quan tr\u1ecdng. Nhi\u1ec1u c\u01a1 h\u1ed9i kinh doanh \u0111\u00e3 b\u1ecb b\u1ecf qua v\u00ec c\u00e1c doanh nghi\u1ec7p thi\u1ebfu hi\u1ec3u bi\u1ebft \u0111\u1ea7y \u0111\u1ee7 v\u1ec1 kh\u00e1ch h\u00e0ng, thi\u1ebfu ch\u0103m s\u00f3c kh\u00e1ch h\u00e0ng, thi\u1ebfu k\u0129 n\u0103ng dui tr\u00ec quan h\u1ec7 li\u00ean t\u1ee5c v\u1edbi c\u00e1c kh\u00e1ch h\u00e0ng.<\/p>\n

– C\u00e1c ho\u1ea1t \u0111\u1ed9ng marketing quan h\u1ec7 c\u1ea7n \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n v\u00e0 g\u1ed3m c\u1ea3 c\u00e1c ho\u1ea1t \u0111\u1ed9ng b\u00ean trong v\u00e0 b\u00ean ngo\u00e0i doanh nghi\u1ec7p. C\u00e1c ho\u1ea1t \u0111\u1ed9ng marketing quan h\u1ec7 c\u00f3 th\u1ec3 x\u00e9t t\u1eeb r\u1ed9ng \u0111\u1ebfn h\u1eb9p bao g\u1ed3m t\u1eeb x\u00e2y d\u1ef1ng m\u1ea1ng l\u01b0\u1edbi kinh doanh, x\u00e2y d\u1ef1ng v\u00e0 dui tr\u00ec c\u00e1c li\u00ean k\u1ebft chi\u1ebfn l\u01b0\u1ee3c, c\u1ea3i ti\u1ebfn ho\u1ea1t \u0111\u1ed9ng li\u00ean t\u1ee5c v\u00e0 ph\u00e1t tri\u1ec3n quan h\u1ec7 d\u00e0i h\u1ea1n…<\/p>\n

– X\u00e1c \u0111\u1ecbnh kh\u1ea3 n\u0103ng sinh l\u1eddi c\u1ee7a kh\u00e1ch h\u00e0ng<\/b><\/p>\n

Kh\u00e1ch h\u00e0ng sinh l\u1eddi l\u00e0 nh\u1eefng kh\u00e1ch h\u00e0ng \u0111em l\u1ea1i d\u00f2ng thu nh\u1eadp theo th\u1eddi gian l\u1edbn h\u01a1n d\u00f2ng chi ph\u00ed c\u1ee7a doanh nghi\u1ec7p \u1edf m\u1ee9c \u0111\u1ed9 doanh nghi\u1ec7p c\u00f3 th\u1ec3 ch\u1ea5p nh\u1eadn.<\/p>\n

X\u00e1c \u0111\u1ecbnh kh\u1ea3 n\u0103ng sinh l\u1eddi c\u1ee7a kh\u00e1ch h\u00e0ng nh\u01b0 th\u1ebf n\u00e0o? R\u00f5 r\u00e0ng doanh nghi\u1ec7p c\u1ea7n c\u00f3 d\u1eef li\u1ec7u v\u1ec1 chi ph\u00ed v\u00e0 doanh thu theo t\u1eebng kh\u00e1ch h\u00e0ng ho\u1eb7c nh\u00f3m kh\u00e1ch h\u00e0ng cho t\u1eebng s\u1ea3n ph\u1ea9m doanh nghi\u1ec7p kinh doanh. Nh\u1eefng d\u1eef li\u1ec7u n\u00e0y gi\u00fap ph\u00e2n t\u00edch kh\u1ea3 n\u0103ng sinh l\u1eddi theo quan h\u1ec7 kh\u00e1ch h\u00e0ng\/s\u1ea3n ph\u1ea9m.<\/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 Marketing quan h\u1ec7 (Relationship Marketing) \u0111ang tr\u1edf th\u00e0nh m\u1ed9t v\u0169 kh\u00ed hi\u1ec7u qu\u1ea3 gi\u00fap c\u00e1c doanh nghi\u1ec7p th\u00e0nh c\u00f4ng tr\u00ean 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\/36594"}],"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=36594"}],"version-history":[{"count":1,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/36594\/revisions"}],"predecessor-version":[{"id":68967,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/36594\/revisions\/68967"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=36594"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=36594"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=36594"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}