{"id":5147,"date":"2023-11-29T10:26:36","date_gmt":"2023-11-29T10:26:36","guid":{"rendered":"https:\/\/masterskills.org\/blog\/?p=5147"},"modified":"2023-11-29T11:28:42","modified_gmt":"2023-11-29T11:28:42","slug":"hinh-thanh-mo-hinh-kinh-doanh-dot-pha","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/hinh-thanh-mo-hinh-kinh-doanh-dot-pha.html","title":{"rendered":"H\u00ecnh th\u00e0nh m\u00f4 h\u00ecnh kinh doanh \u0111\u1ed9t ph\u00e1"},"content":{"rendered":"

Trong b\u1ed1i c\u1ea3nh c\u1ea1nh tranh v\u00e0 nhu c\u1ea7u ng\u00e0y c\u00e0ng cao c\u1ee7a kh\u00e1ch h\u00e0ng, doanh nghi\u1ec7p c\u1ea7n mang \u0111\u1ebfn gi\u00e1 tr\u1ecb kh\u00e1c bi\u1ec7t \u0111\u1ec3 t\u1ea1o \u01b0u th\u1ebf cho m\u00ecnh. Do v\u1eady, s\u1ef1 s\u00e1ng t\u1ea1o \u0111\u1ed9t ph\u00e1 (disruption) l\u00e0 ch\u00eca kh\u00f3a gi\u00fap doanh nghi\u1ec7p h\u00ecnh th\u00e0nh l\u1ee3i th\u1ebf c\u1ea1nh tranh tr\u00ean th\u1ecb tr\u01b0\u1eddng. Doanh nghi\u1ec7p ph\u1ea3i \u0111\u1ed1i \u0111\u1ea7u t\u01b0 mang \u0111\u1ebfn tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng v\u01b0\u1ee3t tr\u1ed9i th\u00f4ng qua \u0111\u1ed5i m\u1edbi m\u00f4 h\u00ecnh kinh doanh, t\u1ea1o ra nhi\u1ec1u gi\u00e1 tr\u1ecb h\u01a1n.<\/p>\n

Tr\u00ean th\u1ef1c t\u1ebf, ngay c\u1ea3 khi doanh nghi\u1ec7p l\u0129nh h\u1ed9i \u0111\u01b0\u1ee3c nh\u1eefng t\u01b0 duy chi\u1ebfn l\u01b0\u1ee3c t\u1ed1t nh\u1ea5t c\u1ee7a th\u1eddi \u0111\u1ea1i s\u1ed1 th\u00ec vi\u1ec7c \u00e1p d\u1ee5ng v\u00e0o th\u1ef1c ti\u1ec5n l\u00e0 \u0111i\u1ec1u kh\u00f4ng h\u1ec1 d\u1ec5 d\u00e0ng. B\u00e0i vi\u1ebft n\u00e0y s\u1ebd l\u00e0m r\u00f5 nh\u1eefng t\u00ednh ch\u1ea5t c\u1ee7a s\u1ef1 s\u00e1ng t\u1ea1o \u0111\u1ed9t ph\u00e1 trong kinh doanh, tuy\u00ean b\u1ed1, m\u1ea1ng l\u01b0\u1edbi gi\u00e1 tr\u1ecb c\u1ee7a k\u1ebb th\u00e1ch th\u1ee9c \u0111\u1ed1i v\u1edbi th\u1ecb tr\u01b0\u1eddng truy\u1ec1n th\u1ed1ng v\u00e0 B\u1ea3n \u0111\u1ed3 M\u00f4 h\u00ecnh Kinh doanh \u0110\u1ed9t ph\u00e1 (Disruptive Business Model Map).<\/p>\n

N\u1ed9i dung b\u00e0i vi\u1ebft s\u1ebd \u0111i theo h\u01b0\u1edbng ti\u1ebfp c\u1eadn c\u1ee7a David L.Rogers \u2013 nh\u00e0 l\u00e3nh \u0111\u1ea1o \u0111\u01b0\u1ee3c c\u00f4ng nh\u1eadn tr\u00ean to\u00e0n c\u1ea7u v\u1ec1 ph\u00e1t tri\u1ec3n th\u01b0\u01a1ng hi\u1ec7u v\u00e0 chi\u1ebfn l\u01b0\u1ee3c s\u1ed1, t\u00e1c gi\u1ea3 c\u1ee7a cu\u1ed1n s\u00e1ch \u201cC\u1ea3i t\u1ed5 doanh nghi\u1ec7p trong th\u1eddi \u0111\u1ea1i s\u1ed1\u201d v\u00e0 \u201cM\u1ea1ng l\u01b0\u1edbi l\u00e0 kh\u00e1ch h\u00e0ng c\u1ee7a b\u1ea1n: N\u0103m chi\u1ebfn l\u01b0\u1ee3c ph\u00e1t tri\u1ec3n m\u1ea1nh trong k\u1ef7 nguy\u00ean s\u1ed1\u201d.<\/p>\n

S\u00c1NG T\u1ea0O \u0110\u1ed8T PH\u00c1 L\u00c0 MANG L\u1ea0I GI\u00c1 TR\u1eca M\u1edaI CHO KH\u00c1CH H\u00c0NG<\/b><\/p>\n

\u0110\u1ed9t ph\u00e1 s\u00e1ng t\u1ea1o kh\u00f4ng ph\u1ea3i l\u00e0 m\u1ed9t kh\u00e1i ni\u1ec7m \u0111\u1ec3 ch\u1ec9 b\u1ea5t k\u1ef3 \u00fd t\u01b0\u1edfng kinh doanh hay s\u1ea3n ph\u1ea9m m\u1edbi n\u00e0o nh\u01b0 m\u1ecdi ng\u01b0\u1eddi v\u1eabn th\u01b0\u1eddng l\u1ea7m t\u01b0\u1edfng, m\u00e0 \u0111i\u1ec1u m\u1ea5u ch\u1ed1t n\u1eb1m \u1edf c\u00e1c gi\u00e1 tr\u1ecb m\u1edbi \u0111\u01b0\u1ee3c t\u1ea1o ra cho kh\u00e1ch h\u00e0ng. David Rogers \u0111\u00e3 \u0111\u01b0a ra \u0111\u1ecbnh ngh\u0129a v\u1ec1 s\u00e1ng t\u1ea1o \u0111\u1ed9t ph\u00e1 nh\u01b0 sau:<\/p>\n

\u201cS\u00e1ng t\u1ea1o \u0111\u1ed9t ph\u00e1 trong kinh doanh x\u1ea3y ra khi m\u1ed9t ng\u00e0nh c\u00f4ng nghi\u1ec7p hi\u1ec7n tai \u0111\u1ed1i m\u1eb7t v\u1edbi m\u1ed9t k\u1ebb th\u00e1ch th\u1ee9c t\u1ea1o ra gi\u00e1 tr\u1ecb l\u1edbn h\u01a1n r\u1ea5t nhi\u1ec1u cho kh\u00e1ch h\u00e0ng theo c\u00e1ch m\u00e0 c\u00e1c doanh nghi\u1ec7p hi\u1ec7n t\u1ea1i kh\u00f4ng th\u1ec3 c\u1ea1nh tranh tr\u1ef1c ti\u1ebfp\u201d.<\/p>\n

S\u00e1ng t\u1ea1o \u0111\u1ed9t ph\u00e1 trong kinh doanh:<\/i>\u00a0B\u1ed1i c\u1ea3nh c\u1ee5 th\u1ec3 \u0111\u1ec3 b\u00e0n v\u1ec1 s\u00e1ng t\u1ea1o \u0111\u1ed9t ph\u00e1 l\u00e0 ho\u1ea1t \u0111\u1ed9ng kinh doanh. Ch\u00fang ta c\u1ea7n x\u00e1c \u0111\u1ecbnh r\u00f5 nh\u01b0 v\u1eady v\u00ec nh\u1eefng c\u1ea3i ti\u1ebfn \u0111\u1ed9t ph\u00e1 th\u01b0\u1eddng \u0111\u01b0\u1ee3c g\u1eafn v\u1edbi nh\u1eefng thay \u0111\u1ed5i v\u1ec1 v\u0103n h\u00f3a, x\u00e3 h\u1ed9i, ch\u00ednh tr\u1ecb v\u00e0 c\u00e1c l\u0129nh v\u1ef1c kh\u00e1c m\u00e0 kh\u00f4ng l\u00e0m bi\u1ebfn \u0111\u1ed5i doanh nghi\u1ec7p hay ng\u00e0nh c\u00f4ng nghi\u1ec7p. M\u1ed9t gi\u1ea3i ph\u00e1p s\u00e1ng t\u1ea1o c\u00f3 th\u1ec3 c\u00f3 t\u00ednh \u0111\u1ed9t ph\u00e1 v\u1ec1 m\u1eb7t x\u00e3 h\u1ed9i nh\u01b0ng kh\u00f4ng ph\u1ea3i l\u00e0 m\u1ed9t v\u00ed d\u1ee5 v\u1ec1 s\u00e1ng t\u1ea1o \u0111\u1ed9t ph\u00e1 trong kinh doanh.<\/p>\n

Ng\u00e0nh c\u00f4ng nghi\u1ec7p hi\u1ec7n t\u1ea1i:\u00a0<\/i>\u0110\u1ed9t ph\u00e1 l\u00e0 m\u1ed9t \u0111\u1ed9ng t\u1eeb chuy\u1ec3n ti\u1ebfp. Ch\u00fang ta v\u1eabn th\u01b0\u1eddng v\u1ed9i v\u00e3 k\u1ebft lu\u1eadn m\u1ed9t s\u1ea3n ph\u1ea9m thu\u1ed9c l\u0129nh v\u1ef1c kinh doanh m\u1edbi \u0111\u01b0\u1ee3c c\u1ea3i ti\u1ebfn l\u00e0 s\u1ef1 s\u00e1ng t\u1ea1o \u0111\u1ed9t ph\u00e1 tr\u01b0\u1edbc khi xem x\u00e9t c\u00e1c t\u00e1c \u0111\u1ed9ng c\u1ee7a n\u00f3 t\u1edbi ng\u00e0nh c\u00f4ng nghi\u1ec7p hi\u1ec7n \u0111\u1ea1i. Tuy nhi\u00ean,\u00a0 \u0111\u1ec3 c\u00e1i g\u00ec \u0111\u00f3 tr\u1edf th\u00e0nh s\u00e1ng t\u1ea1o \u0111\u1ed9t ph\u00e1 th\u00ec n\u00f3 ph\u1ea3i khi\u1ebfn m\u1ed9t c\u00e1i kh\u00e1c b\u1ecb thay th\u1ebf ho\u1eb7c gi\u00e1n \u0111o\u1ea1n. Ch\u1eb3ng h\u1ea1n nh\u01b0 s\u1ef1 ra \u0111\u1eddi c\u1ee7a xe t\u1ef1 l\u00e1i s\u1ebd \u0111em l\u1ea1i c\u00f4ng ngh\u1ec7 mang t\u00ednh c\u00e1ch m\u1ea1ng cho gi\u1edbi t\u00e0i x\u1ebf. Tuy nhi\u00ean v\u1eabn ch\u01b0a r\u00f5 li\u1ec7u xe t\u1ef1 l\u00e1i c\u00f3 \u0111\u1eb7t d\u1ea5u ch\u1ea5m h\u1ebft cho ho\u1ea1t \u0111\u1ed9ng c\u1ee7a c\u00e1c h\u00e3ng xe truy\u1ec1n th\u1ed1ng hi\u1ec7n nay hay kh\u00f4ng. R\u1ea5t c\u00f3 th\u1ec3 xe t\u1ef1 l\u00e1i s\u1ebd l\u00e0m bi\u1ebfn \u0111\u1ed5i m\u1ed9t c\u00e1ch c\u0103n b\u1ea3n tr\u1ea3i nghi\u1ec7m l\u00e1i xe v\u00e0 giao th\u00f4ng nh\u01b0ng nh\u01b0ng s\u1ebd kh\u00f4ng l\u00e0m suy y\u1ebfu ng\u00e0nh c\u00f4ng nghi\u1ec7p xe h\u01a1i hi\u1ec7n t\u1ea1i.<\/p>\n

M\u1ea1ng l\u01b0\u1edbi gi\u00e1 tr\u1ecb l\u1edbn h\u01a1n cho kh\u00e1ch h\u00e0ng:<\/i>\u00a0S\u00e1ng t\u1ea1o \u0111\u1ed9t ph\u00e1 xu\u1ea5t hi\u1ec7n khi c\u00f3 m\u1ed9t s\u1ea3n ph\u1ea9m d\u1ecbch v\u1ee5 m\u1edbi, h\u1ea5p d\u1eabn kh\u00e1ch h\u00e0ng h\u01a1n so v\u1edbi s\u1ea3n ph\u1ea9m d\u1ecbch v\u1ee5 hi\u1ec7n t\u1ea1i. V\u00ed d\u1ee5 m\u00e1y \u1ea3nh s\u1ed1, v\u1edbi kh\u1ea3 n\u0103ng ch\u1ee5p \u1ea3nh kh\u00f4ng gi\u1edbi h\u1ea1n, xem \u1ea3nh ngay l\u1eadp t\u1ee9c, nh\u00e2n b\u1ea3n, v\u00e0 g\u1eedi \u1ea3nh mi\u1ec5n ph\u00ed \u0111\u00e3 t\u1ea1o ra gi\u00e1 tr\u1ecb v\u01b0\u1ee3t tr\u1ed9i so v\u1edbi m\u00e1y \u1ea3nh ch\u1ee5p phim. S\u1ef1 \u0111\u1ed9t ph\u00e1 t\u1ea1o ra kho\u1ea3ng c\u00e1ch l\u1edbn v\u1ec1 gi\u00e1 tr\u1ecb so v\u1edbi c\u1ea1nh tranh truy\u1ec1n th\u1ed1ng, c\u00f3 th\u1ec3 d\u1eabn \u0111\u1ebfn \u0111i\u1ec3m b\u00f9ng ph\u00e1t khi c\u00f3 s\u1ed1 l\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng l\u1edbn chuy\u1ec3n sang s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 m\u1edbi.<\/p>\n

Kh\u00f4ng th\u1ec3 c\u1ea1nh tranh tr\u1ef1c ti\u1ebfp<\/i>: Trong c\u1ea1nh tranh truy\u1ec1n th\u1ed1ng, c\u00e1c doanh nghi\u1ec7p gi\u1ed1ng nhau \u0111\u1ed1i \u0111\u1ea7u v\u1edbi nhau trong vi\u1ec7c cung c\u1ea5p cho kh\u00e1ch h\u00e0ng nh\u1eefng t\u00ednh n\u0103ng s\u1ea3n ph\u1ea9m t\u1ed1t h\u01a1n, gi\u00e1 th\u1ea5p h\u01a1n, d\u1ecbch v\u1ee5 t\u1ed1t h\u01a1n ho\u1eb7c t\u1ea1o ra s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 c\u00f3 t\u00ednh c\u00e1 nh\u00e2n h\u00f3a trong kh\u00e1ch h\u00e0ng. V\u00ed d\u1ee5, khi Masan cung c\u1ea5p c\u00e1c ch\u01b0\u01a1ng tr\u00ecnh khuy\u1ebfn m\u1ea1i kh\u1ee7ng nh\u00e2n c\u00e1c d\u1ecbp l\u1ec5 cho kh\u00e1ch h\u00e0ng th\u00ec Acecook c\u0169ng th\u1ec3 t\u1ea1o ra d\u1ecbch v\u1ee5 t\u01b0\u01a1ng t\u1ef1. Tuy nhi\u00ean s\u00e1ng t\u1ea1o \u0111\u1ed9t ph\u00e1 th\u00ec kh\u00e1c h\u1eb3n, n\u00f3 \u0111\u01b0\u1ee3c t\u1ea1o ra b\u1edfi c\u00e1c m\u1ed1i \u0111e d\u1ecda c\u1ea1nh tranh b\u1ea5t \u0111\u1ed1i x\u1ee9ng. M\u1ed9t k\u1ebb th\u00e1ch th\u1ee9c c\u00f3 s\u1ee9c m\u1ea1nh \u0111\u1ed9t ph\u00e1 kh\u00f4ng b\u00e1n ra m\u1ed9t phi\u00ean b\u1ea3n kh\u00e1c c\u1ee7a s\u1ea3n ph\u1ea9m hay d\u1ecbch v\u1ee5 \u0111\u00e3 c\u00f3 m\u00e0 \u0111\u00e1p \u1ee9ng nhu c\u1ea7u c\u1ee7a kh\u00e1ch h\u00e0ng v\u1edbi s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 m\u00e0 ng\u00e0nh c\u00f4ng nghi\u1ec7p hi\u1ec7n t\u1ea1i kh\u00f4ng c\u00f3 v\u00e0 kh\u00f4ng th\u1ec3 cung c\u1ea5p.<\/p>\n

\u0110i\u1ec1u quan tr\u1ecdng r\u00fat ra t\u1eeb \u0111\u1ecbnh ngh\u0129a v\u1ec1 s\u00e1ng t\u1ea1o \u0111\u1ed9t ph\u00e1 l\u00e0: Kh\u00f4ng ph\u1ea3i m\u1ed9t gi\u1ea3i ph\u00e1p \u0111\u1ed5i m\u1edbi \u0111\u1ec1u l\u00e0 s\u00e1ng t\u1ea1o \u0111\u1ed9t ph\u00e1. S\u00e1ng t\u1ea1o \u0111\u1ed9t ph\u00e1 ch\u1ec9 \u0111\u01b0\u1ee3c d\u00f9ng \u0111\u1ec3 m\u00f4 t\u1ea3 nh\u1eefng th\u1ee9 si\u00eau c\u00e1ch t\u00e2n. Th\u1ef1c t\u1ebf nhi\u1ec1u c\u00f4ng ty v\u1eabn l\u1ea7m t\u01b0\u1edfng h\u1ecd \u0111ang th\u00e1ch th\u1ee9c nh\u1eefng gi\u1ea3 \u0111\u1ecbnh chung v\u00e0 t\u1ea1o ra nh\u1eefng gi\u00e1 tr\u1ecb m\u1edbi cho kh\u00e1ch h\u00e0ng. K\u1ebft qu\u1ea3 c\u00f3 th\u1ec3 l\u00e0 s\u1ea3n ph\u1ea9m t\u1ed1t h\u01a1n ho\u1eb7c th\u01b0\u01a1ng hi\u1ec7u m\u1edbi \u0111\u01b0\u1ee3c t\u1ea1o ra nh\u01b0ng kh\u00f4ng ph\u1ea3i l\u00e0 s\u00e1ng t\u1ea1o \u0111\u1ed9t ph\u00e1. Tr\u00ean th\u1ef1c t\u1ebf, \u0111a s\u1ed1 c\u00e1c gi\u1ea3i ph\u00e1p s\u00e1ng t\u1ea1o l\u00e0m gi\u00e1n \u0111o\u1ea1n c\u00e1ch m\u1ea1ng th\u1ecb tr\u01b0\u1eddng c\u00f3 th\u1ec3 \u0111\u00e3 \u0111\u01b0\u1ee3c \u0111\u1ecbnh h\u00ecnh tr\u01b0\u1edbc \u0111\u00f3. K\u1ebft lu\u1eadn l\u1ea1i, \u0111\u1ed5i m\u1edbi s\u00e1ng t\u1ea1o kh\u00f4ng ph\u1ea3i l\u00fac n\u00e0o c\u0169ng \u0111\u1ed3ng ngh\u0129a v\u1edbi s\u00e1ng t\u1ea1o \u0111\u1ed9t ph\u00e1.<\/p>\n

S\u00e1ng t\u1ea1o \u0111\u1ed9t ph\u00e1 trong th\u1eddi \u0111\u1ea1i s\u1ed1<\/b><\/p>\n

C\u00f4ng ngh\u1ec7 k\u1ef9 thu\u1eadt s\u1ed1 \u0111ang vi\u1ebft l\u1ea1i c\u00e1c nguy\u00ean t\u1eafc trong kinh doanh. C\u00e1c nguy\u00ean t\u1eafc m\u1edbi n\u00e0y \u0111\u00e3 t\u1ea1o ra c\u01a1 h\u1ed9i cho v\u00f4 s\u1ed1 nh\u1eefng k\u1ebb th\u00e1ch th\u1ee9c m\u1edbi c\u1ea1nh tranh v\u1edbi nh\u1eefng doanh nghi\u1ec7p \u0111\u00e3 v\u00e0 \u0111ang thu v\u1ec1 l\u1ee3i nhu\u1eadn nh\u01b0ng th\u1ea5t b\u1ea1i trong vi\u1ec7c th\u00edch nghi c\u1ee7a b\u1ed1i c\u1ea3nh m\u1edbi. N\u1ebfu trong cu\u1ed9c c\u00e1ch m\u1ea1ng c\u00f4ng nghi\u1ec7p, m\u00e1y m\u00f3c l\u00e0m bi\u1ebfn \u0111\u1ed5i g\u1ea7n nh\u01b0 m\u1ecdi ho\u1ea1t \u0111\u1ed9ng v\u1eadt l\u00fd c\u1ee7a ng\u01b0\u1eddi lao \u0111\u1ed9ng, th\u00ec hi\u1ec7n nay ch\u00fang ta v\u1eabn \u0111ang \u1edf th\u1eddi k\u1ef3 \u0111\u1ea7u c\u1ee7a m\u1ed9t cu\u1ed9c c\u00e1ch m\u1ea1ng m\u00e0 m\u00e1y t\u00ednh s\u1ebd l\u00e0m bi\u1ebfn \u0111\u1ed5i h\u1ea7u nh\u01b0 m\u1ecdi h\u00e0nh \u0111\u1ed9ng l\u00e2u d\u00e0i c\u1ee7a vi\u1ec7c s\u00e1ng t\u1ea1o ra gi\u00e1 tr\u1ecb. Marc Andreessen, nh\u00e0 ph\u00e1t minh ra tr\u00ecnh duy\u1ec7t web \u0111\u1ea7u ti\u00ean, \u0111\u00e3 ph\u00e1t bi\u1ec3u r\u1eb1ng vi\u1ec7c s\u1ed1 h\u00f3a s\u1ebd d\u1eabn \u0111\u1ebfn nhi\u1ec1u cu\u1ed9c \u0111\u1ed1i \u0111\u1ea7u h\u01a1n gi\u1eefa c\u00e1c doanh nghi\u1ec7p truy\u1ec1n th\u1ed1ng v\u00e0 nh\u1eefng k\u1ebb th\u00e1ch th\u1ee9c \u0111\u01b0\u1ee3c ti\u1ebfp s\u1ee9c b\u1eb1ng ph\u1ea7n m\u1ec1m m\u00e1y t\u00ednh.<\/p>\n

V\u00ed d\u1ee5 cho l\u1eadp lu\u1eadn tr\u00ean l\u00e0 t\u00e1c \u0111\u1ed9ng to l\u1edbn c\u1ee7a c\u00e1c d\u1ecbch v\u1ee5 rao v\u1eb7t tr\u1ef1c tuy\u1ebfn \u0111\u1ed1i v\u1edbi m\u00f4 h\u00ecnh kinh doanh c\u1ee7a l\u0129nh v\u1ef1c b\u00e1o ch\u00ed. Chi ph\u00ed cho vi\u1ec7c s\u1ea3n xu\u1ea5t b\u00e1o kh\u00e1 cao, m\u1ed9t v\u00e0i m\u1ee5c b\u00e1o nh\u01b0 m\u1ee5c c\u1eadp nh\u1eadt tin t\u1ee9c qu\u1ed1c t\u1ebf s\u1ebd kh\u00f4ng bao gi\u1edd c\u00f3 th\u1ec3 t\u1ef1 b\u00f9 \u0111\u1eafp chi ph\u00ed n\u1ebfu b\u00e1n l\u1ebb. C\u00e1c t\u1edd b\u00e1o th\u01b0\u1eddng g\u1ed9p nhi\u1ec1u m\u1ee5c v\u1edbi nhau \u0111\u1ec3 nh\u1eefng m\u1ee5c mang l\u1ee3i nhu\u1eadn nhi\u1ec1u h\u01a1n c\u00f3 th\u1ec3 g\u00e1nh chi ph\u00ed t\u1ed5ng th\u1ec3. Ph\u1ea7n mang l\u1ea1i l\u1ee3i nhu\u1eadn nhi\u1ec1u nh\u1ea5t cho t\u1edd b\u00e1o l\u00e0 qu\u1ea3ng c\u00e1o rao v\u1eb7t, n\u01a1i m\u00e0 \u0111\u1ed9c gi\u1ea3 c\u00f3 th\u1ec3 tr\u1ea3 ti\u1ec1n \u0111\u1ec3 \u0111\u0103ng tin rao b\u00e1n m\u1ed9t m\u00f3n h\u00e0ng ho\u1eb7c d\u1ecbch v\u1ee5. Tuy nhi\u00ean, khi Craig Newmark, m\u1ed9t l\u1eadp tr\u00ecnh vi\u00ean ph\u1ea7n m\u1ec1m \u1edf San Francisco M\u1ef9 ngh\u0129 ra \u00fd t\u01b0\u1edfng s\u1eed d\u1ee5ng Internet \u0111\u1ec3 m\u1ecdi ng\u01b0\u1eddi c\u00f3 th\u1ec3 \u0111\u0103ng tin rao v\u1eb7t c\u1ee7a h\u1ecd ho\u00e0n to\u00e0n mi\u1ec5n ph\u00ed th\u00ec m\u1ecdi chuy\u1ec7n \u0111\u00e3 thay \u0111\u1ed5i. D\u1ecbch v\u1ee5 rao v\u1eb7t tr\u1ef1c tuy\u1ebfn n\u00e0y \u0111\u01b0\u1ee3c \u0111\u1eb7t t\u00ean l\u00e0 Craigslist, nhanh ch\u00f3ng ph\u00e1t tri\u1ec3n t\u1eeb m\u1ed9t danh s\u00e1ch email th\u00e0nh m\u1ed9t trang web t\u1ef1 qu\u1ea3n tr\u1ecb v\u00e0 sau \u0111\u00f3 l\u00e0 m\u1ed9t t\u1eadp \u0111o\u00e0n to\u00e0n c\u1ea7u ho\u1ea1t \u0111\u1ed9ng \u1edf 70 qu\u1ed1c gia v\u1edbi 30 ng\u00f4n ng\u1eef, \u0111\u1ea1t 50 t\u1ef7 l\u01b0\u1ee3t truy c\u1eadp 1 th\u00e1ng.<\/p>\n

Ch\u00fang ta c\u0169ng th\u1ea5y v\u00ed d\u1ee5 c\u1ee7a Airbnb, m\u1ed9t c\u00f4ng ty d\u1ef1a v\u00e0o ph\u1ea7n m\u1ec1m \u0111\u1ec3 \u0111em l\u1ea1i c\u1ea3i c\u00e1ch trong l\u0129nh v\u1ef1c kh\u00e1ch s\u1ea1n truy\u1ec1n th\u1ed1ng. Thay v\u00ec x\u00e2y d\u1ef1ng nh\u1eefng b\u1ea5t \u0111\u1ed9ng s\u1ea3n t\u1ed1n k\u00e9m v\u00e0 cho kh\u00e1ch h\u00e0ng du l\u1ecbch thu\u00ea ph\u00f2ng, Airbnb cung c\u1ea5p m\u1ed9t n\u1ec1n t\u1ea3ng tr\u1ef1c tuy\u1ebfn cho ph\u00e9p c\u00e1c ch\u1ee7 c\u0103n h\u1ed9 cho thu\u00ea l\u1ea1i nh\u00e0 c\u1ee7a h\u1ecd khi kh\u00f4ng c\u00f3 nhu c\u1ea7u s\u1eed d\u1ee5ng v\u00e0 cho ph\u00e9p kh\u00e1ch du l\u1ecbch t\u00ecm \u0111\u01b0\u1ee3c nh\u1eefng ph\u00f2ng tr\u00ean n\u1ec1n t\u1ea3ng n\u00e0y. V\u1edbi 10 tri\u1ec7u l\u01b0\u1ee3t kh\u00e1ch m\u1ed9t n\u0103m s\u1eed d\u1ee5ng d\u1ecbch v\u1ee5 t\u1ea1i 192 qu\u1ed1c gia, startup n\u00e0y \u0111\u00e3 v\u01b0\u1ee3t qua t\u00e0i kho\u1ea3n kh\u00e1ch s\u1ea1n InterContinental v\u00e0 Hilton Worldwide \u0111\u1ec3 tr\u1edf th\u00e0nh chu\u1ea9n kh\u00e1ch s\u1ea1n l\u1edbn nh\u1ea5t tr\u00ean th\u1ebf gi\u1edbi m\u00e0 \u201ckh\u00f4ng s\u1edf h\u1eefu m\u1ed9t kh\u00e1ch s\u1ea1n n\u00e0o\u201d. Th\u1ecfa thu\u1eadn m\u00e0 Airbnb \u0111\u01b0a ra cho kh\u00e1ch h\u00e0ng c\u00f3 l\u1ee3i h\u01a1n nhi\u1ec1u so v\u1edbi m\u1ed9t kh\u00e1ch s\u1ea1n truy\u1ec1n th\u1ed1ng c\u00f3 th\u1ec3 \u0111\u01b0a ra: gi\u00e1 t\u1ed1t h\u01a1n, nhi\u1ec1u l\u1ef1a ch\u1ecdn ch\u1ed7 \u1edf h\u01a1n trong c\u00f9ng m\u1ed9t khu v\u1ef1c v\u00e0 c\u00f3 tr\u1ea3i nghi\u1ec7m \u0111\u1ecba ph\u01b0\u01a1ng c\u00e1 nh\u00e2n h\u00f3a h\u01a1n. \u0110\u00f3 c\u0169ng l\u00e0 nh\u1eefng th\u1ecfa thu\u1eadn d\u1ecbch v\u1ee5 m\u00e0 chu\u1ed7i kh\u00e1ch s\u1ea1n kh\u00f4ng c\u00f3 hy v\u1ecdng sao ch\u00e9p \u0111\u01b0\u1ee3c v\u00ec h\u1ecd \u0111\u00e3 \u0111\u1ea7u t\u01b0 v\u00e0o c\u00e1c \u0111\u1eb7c s\u1ea3n kinh doanh ho\u00e0n to\u00e0n kh\u00e1c.<\/p>\n

\u1ede Vi\u1ec7t Nam, Now l\u00e0 m\u1ed9t v\u00ed d\u1ee5 v\u1ec1 h\u1ec7 th\u1ed1ng \u0111\u1eb7t \u0111\u1ed3 \u0103n tr\u1ef1c tuy\u1ebfn m\u00e0 m\u1ed9t nh\u00e0 h\u00e0ng \u0111\u01a1n l\u1ebb kh\u00f4ng th\u1ec3 n\u00e0o x\u00e2y d\u1ef1ng \u0111\u01b0\u1ee3c. Khi \u1ee9ng d\u1ee5ng n\u00e0y tr\u1edf n\u00ean th\u00f4ng d\u1ee5ng h\u01a1n v\u00e0 ng\u00e0y c\u00e0ng ph\u00e1t huy s\u1ee9c m\u1ea1nh th\u00ec c\u00e1c nh\u00e0 h\u00e0ng \u0111\u01a1n n\u00e0y nh\u1eadn ra s\u1ef1 l\u1ef1a ch\u1ecdn duy nh\u1ea5t c\u1ee7a h\u1ecd l\u00e0 tham gia v\u00e0 chia s\u1ebb m\u1ed9t ph\u1ea7n l\u1ee3i nhu\u1eadn v\u1edbi n\u1ec1n t\u1ea3ng k\u1ef9 thu\u1eadt s\u1ed1 m\u1edbi n\u00e0y. C\u1ea1nh tranh tr\u1ef1c ti\u1ebfp v\u1edbi Now l\u00e0 b\u1ea5t kh\u1ea3 thi v\u00ec ngay c\u1ea3 khi c\u00f3 nh\u1eefng hi\u1ec3u bi\u1ebft v\u1ec1 c\u00f4ng ngh\u1ec7, m\u1ed9t nh\u00e0 h\u00e0ng \u0111\u01a1n l\u1ebb c\u0169ng kh\u00f4ng th\u1ec3 \u0111\u01b0a ra cho kh\u00e1ch h\u00e0ng nhi\u1ec1u l\u1ef1a ch\u1ecdn \u0111\u1ed3\u00a0\u0103n nh\u01b0 c\u00e1c th\u1ef1c \u0111\u01a1n t\u1ed5ng h\u1ee3p c\u1ee7a Now.<\/p>\n

Trong c\u00e1c v\u00ed d\u1ee5 tr\u00ean, m\u1ed9t doanh nghi\u1ec7p m\u1edbi c\u00f3 th\u1ebf m\u1ea1nh v\u1ec1 c\u00f4ng ngh\u1ec7 k\u1ef9 thu\u1eadt s\u1ed1 \u0111\u00e3 t\u1ea1o ra gi\u00e1 tr\u1ecb cho kh\u00e1ch h\u00e0ng trong khi l\u00e0m suy y\u1ebfu v\u1ecb th\u1ebf c\u1ee7a c\u00e1c doanh nghi\u1ec7p truy\u1ec1n th\u1ed1ng. M\u1eb7c d\u00f9 k\u1ebb th\u00e1ch th\u1ee9c \u0111\u00e3 l\u1ea5y \u0111i l\u1ee3i nhu\u1eadn c\u1ee7a h\u1ecd, c\u00e1c doanh nghi\u1ec7p truy\u1ec1n th\u1ed1ng c\u1ea3m th\u1ea5y b\u1ea5t l\u1ef1c khi c\u1ea1nh tranh tr\u1ef1c ti\u1ebfp v\u1edbi d\u1ecbch v\u1ee5 c\u1ee7a k\u1ebb th\u00e1ch th\u1ee9c.<\/p>\n

Chi\u1ebfn l\u01b0\u1ee3c ch\u00ednh x\u00e1c c\u1ee7a k\u1ebb th\u00e1ch th\u1ee9c k\u1ef9 thu\u1eadt c\u00f3 th\u1ec3 thay \u0111\u1ed5i t\u00f9y v\u00e0o ho\u00e0n c\u1ea3nh c\u1ee5 th\u1ec3, c\u00f3 th\u1ec3 cung c\u1ea5p m\u1ed9t s\u1ed1 d\u1ecbch v\u1ee5 mi\u1ec5n ph\u00ed nh\u01b0 Craigslist, s\u1eed d\u1ee5ng m\u00f4 h\u00ecnh trung gian nh\u01b0 Now \u0111\u1ec3 chen ch\u00e2n v\u00e0o gi\u1eefa c\u00e1c doanh nghi\u1ec7p truy\u1ec1n th\u1ed1ng v\u00e0 kh\u00e1ch h\u00e0ng cu\u1ed1i c\u00f9ng hay cung c\u1ea5p m\u1ed9t s\u1ed1 gi\u1ea3i ph\u00e1p \u0111\u1ec3 \u0111\u00e1p \u1ee9ng nhu c\u1ea7u c\u1ee7a kh\u00e1ch h\u00e0ng l\u00e2u \u0111\u1eddi nh\u01b0 c\u00e1ch m\u00e0 Airbnb thay th\u1ebf c\u00e1c kh\u00e1ch s\u1ea1n truy\u1ec1n th\u1ed1ng. Trong m\u1ecdi tr\u01b0\u1eddng h\u1ee3p s\u00e1ng t\u1ea1o \u0111\u1ed9t ph\u00e1, s\u1ef1 th\u00e1ch th\u1ee9c lu\u00f4n \u0111\u1ebfn t\u1eeb nh\u1eefng gi\u00e1 tr\u1ecb m\u1edbi cung c\u1ea5p cho kh\u00e1ch h\u00e0ng. Ch\u01b0a ai x\u00e2y d\u1ef1ng \u0111\u01b0\u1ee3c m\u1ed9t doanh nghi\u1ec7p c\u00f3 s\u1ee9c m\u1ea1nh \u0111\u1ed9t ph\u00e1 m\u00e0 kh\u00f4ng t\u1ea1o ra m\u1ed9t tuy\u00ean b\u1ed1 gi\u00e1 tr\u1ecb v\u00e0 m\u1ea1ng l\u01b0\u1edbi gi\u00e1 tr\u1ecb v\u01b0\u1ee3t tr\u1ed9i m\u1ed9t c\u00e1ch kh\u00f3 tin so v\u1edbi \u0111\u1ed1i th\u1ee7, sau \u0111\u00e2y, ch\u00fang ta s\u1ebd \u0111i s\u00e2u v\u00e0o t\u00ecm hi\u1ec3u hay hai ph\u01b0\u01a1ng di\u1ec7n n\u00e0y.<\/p>\n

Hai ph\u01b0\u01a1ng di\u1ec7n c\u1ee7a m\u00f4 h\u00ecnh kinh doanh<\/b><\/p>\n

Theo Rogers, m\u00f4 h\u00ecnh kinh doanh ph\u1ea3n \u00e1nh quan \u0111i\u1ec3m bao tr\u00f9m v\u1ec1 c\u00e1ch v\u00e0 m\u1ed9t doanh nghi\u1ec7p t\u1ea1o ra gi\u00e1 tr\u1ecb, cung c\u1ea5p gi\u00e1 tr\u1ecb cho th\u1ecb tr\u01b0\u1eddng v\u00e0 nh\u1eadn l\u1ea1i gi\u00e1 tr\u1ecb t\u1eeb th\u1ecb tr\u01b0\u1eddng. Hai ph\u01b0\u01a1ng di\u1ec7n c\u1ee7a M\u00f4 h\u00ecnh kinh doanh bao g\u1ed3m Tuy\u00ean b\u1ed1 gi\u00e1 tr\u1ecb v\u00e0 M\u1ea1ng l\u01b0\u1edbi gi\u00e1 tr\u1ecb.<\/p>\n

Ph\u01b0\u01a1ng di\u1ec7n th\u1ee9 nh\u1ea5t l\u00e0 Tuy\u00ean b\u1ed1 gi\u00e1 tr\u1ecb, \u0111\u00f3 l\u00e0 gi\u00e1 tr\u1ecb doanh nghi\u1ec7p cung c\u1ea5p cho kh\u00e1ch h\u00e0ng. Do t\u1ea7m quan tr\u1ecdng \u0111\u1eb7c bi\u1ec7t c\u1ee7a vi\u1ec7c s\u00e1ng t\u1ea1o gi\u00e1 tr\u1ecb v\u00e0 vai tr\u00f2 c\u1ee7a n\u00f3 trong s\u00e1ng t\u1ea1o \u0111\u1ed9t ph\u00e1 m\u00f4 h\u00ecnh kinh doanh, trong khung ph\u00e2n t\u00edch n\u00e0y, ch\u00fang ta s\u1ebd xem x\u00e9t n\u00f3 \u1edf m\u1ed9t v\u1ecb tr\u00ed t\u01b0\u01a1ng \u0111\u01b0\u01a1ng v\u1edbi c\u00e1c th\u00e0nh ph\u1ea7n kh\u00e1c c\u1ee7a m\u1ed9t m\u00f4 h\u00ecnh kinh doanh k\u1ebft h\u1ee3p. C\u00e2u h\u1ecfi \u0111\u1eb7t ra v\u1ec1 m\u1ea1ng l\u01b0\u1edbi gi\u00e1 tr\u1ecb \u0111\u00f3 l\u00e0: \u0110i\u1ec1u g\u00ec gi\u00fap cho doanh nghi\u1ec7p x\u00e2y d\u1ef1ng v\u00e0 cung c\u1ea5p gi\u00e1 tr\u1ecb \u0111\u1ec3 nh\u1eadn \u0111\u01b0\u1ee3c ngu\u1ed3n thu t\u1eeb gi\u00e1 tr\u1ecb \u0111\u00f3.<\/p>\n

Ph\u01b0\u01a1ng di\u1ec7n th\u1ee9 2 c\u1ee7a m\u00f4 h\u00ecnh kinh doanh l\u00e0 M\u1ea1ng l\u01b0\u1edbi gi\u00e1 tr\u1ecb, g\u1ed3m c\u00f3 con ng\u01b0\u1eddi, \u0111\u1ed1i t\u00e1c, t\u00e0i s\u1ea3n v\u00e0 c\u00e1c quy tr\u00ecnh s\u1ea3n xu\u1ea5t m\u00e0 doanh nghi\u1ec7p ki\u1ebfn t\u1ea1o, cung c\u1ea5p v\u00e0 thu nh\u1eadn gi\u00e1 tr\u1ecb t\u1eeb Tuy\u00ean b\u1ed1 gi\u00e1 tr\u1ecb. Ph\u01b0\u01a1ng di\u1ec7n n\u00e0y c\u1ee7a m\u00f4 h\u00ecnh kinh doanh bao g\u1ed3m nh\u1eefng y\u1ebfu t\u1ed1 nh\u01b0 k\u00eanh b\u00e1n h\u00e0ng, gi\u00e1 c\u01a1 c\u1ea5u chi ph\u00ed, t\u00e0i s\u1ea3n ngu\u1ed3n nh\u00e2n l\u1ef1c, v\u00e0 ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng c\u1ed1t l\u00f5i c\u1ee7a doanh nghi\u1ec7p. C\u00e2u h\u1ecfi \u0111\u1eb7t ra v\u1ec1 M\u1ea1ng l\u01b0\u1edbi gi\u00e1 tr\u1ecb \u0111\u00f3 l\u00e0: \u0110i\u1ec1u g\u00ec gi\u00fap cho doanh nghi\u1ec7p x\u00e2y d\u1ef1ng v\u00e0 cung c\u1ea5p gi\u00e1 tr\u1ecb \u0111\u1ec3 nh\u1eadn \u0111\u01b0\u1ee3c ngu\u1ed3n thu t\u1eeb gi\u00e1 tr\u1ecb \u0111\u00f3.<\/p>\n

M\u1ed9t khi ch\u00fang ta c\u00f3 th\u1ec3 l\u00e0m r\u00f5 hai ph\u01b0\u01a1ng di\u1ec7n Tuy\u00ean b\u1ed1 gi\u00e1 tr\u1ecb v\u00e0o M\u1ea1ng gi\u00e1 tr\u1ecb cho b\u1ea5t c\u1ee9 m\u00f4 h\u00ecnh kinh doanh n\u00e0o, ch\u00fang ta s\u1ebd th\u1ea5y \u0111\u01b0\u1ee3c c\u00e1c y\u1ebfu t\u1ed1 kh\u00e1c bi\u1ec7t gi\u1eefa doanh nghi\u1ec7p truy\u1ec1n th\u1ed1ng v\u00e0 k\u1ebb th\u00e1ch th\u1ee9c.<\/p>\n

HAI Y\u1ebeU T\u1ed0 KH\u00c1C BI\u1ec6T TRONG S\u00c1NG T\u1ea0O \u0110\u1ed8T PH\u00c1 M\u00d4 H\u00ccNH KINH DOANH<\/b><\/p>\n

L\u00fd thuy\u1ebft v\u1ec1 s\u00e1ng t\u1ea1o \u0111\u1ed9t ph\u00e1 m\u00f4 h\u00ecnh kinh doanh c\u00f3 th\u1ec3 hi\u1ec3u \u0111\u01a1n gi\u1ea3n l\u00e0: \u0110\u1ec3 t\u1ea1o ra \u0111\u01b0\u1ee3c \u0111\u1ed9t ph\u00e1 trong m\u1ed9t ng\u00e0nh kinh doanh hi\u1ec7n t\u1ea1i, m\u1ed9t k\u1ebb th\u00e1ch th\u1ee9c c\u1ea7n ph\u1ea3i \u0111\u00e1p \u1ee9ng hai \u0111i\u1ec1u ki\u1ec7n. Th\u1ee9 nh\u1ea5t, t\u1ea1o ra kh\u00e1c bi\u1ec7t v\u1ec1 tuy\u00ean b\u1ed1 gi\u00e1 tr\u1ecb gi\u00fap thay th\u1ebf \u0111\u01b0\u1ee3c ph\u1ea7n l\u1edbn c\u00e1c gi\u00e1 tr\u1ecb m\u00e0 doanh nghi\u1ec7p truy\u1ec1n th\u1ed1ng \u0111ang cung c\u1ea5p. Th\u1ee9 hai, t\u1ea1o ra kh\u00e1c bi\u1ec7t v\u1ec1 m\u1ea1ng l\u01b0\u1edbi gi\u00e1 tr\u1ecb gi\u00fap ng\u0103n c\u1ea3n doanh nghi\u1ec7p truy\u1ec1n th\u1ed1ng b\u1eaft ch\u01b0\u1edbc \u00fd t\u01b0\u1edfng.<\/p>\n

M\u1ed7i th\u1ebb th\u00e1ch th\u1ee9c t\u1ea1o \u0111\u1ed9t ph\u00e1 c\u1ea7n t\u1ea1o ra m\u1ed9t tuy\u00ean b\u1ed1 gi\u00e1 tr\u1ecb kh\u00e1c bi\u1ec7t c\u00f3 th\u1ec3 thay th\u1ebf \u0111\u01b0\u1ee3c ph\u1ea7n l\u1edbn c\u00e1c gi\u00e1 tr\u1ecb cung c\u1ea5p b\u1edfi doanh nghi\u1ec7p truy\u1ec1n th\u1ed1ng. C\u00e1c y\u1ebfu t\u1ed1 x\u00e1c l\u1eadp tuy\u00ean b\u1ed1 gi\u00e1 tr\u1ecb th\u01b0\u1eddng th\u1ea5y \u1edf nh\u1eefng k\u1ebb th\u00e1ch th\u1ee9c \u0111\u01b0\u1ee3c tr\u00ecnh b\u00e0y trong s\u01a1 \u0111\u1ed3 sau:<\/p>\n

\"\"
\nN\u1ebfu kh\u00f4ng t\u1ea1o ra \u0111\u01b0\u1ee3c s\u1ef1 kh\u00e1c bi\u1ec7t \u0111\u1ea7u ti\u00ean th\u00ec kh\u00f4ng c\u00f3 s\u1ef1 s\u00e1ng t\u1ea1o \u0111\u1ed9t ph\u00e1 m\u00e0 \u0111\u01a1n thu\u1ea7n ch\u1ec9 l\u00e0 c\u1ea1nh tranh ki\u1ec3u truy\u1ec1n th\u1ed1ng. N\u1ebfu h\u00e0ng h\u00f3a d\u1ecbch v\u1ee5 c\u1ee7a k\u1ebb th\u00e1ch th\u1ee9c ch\u1ec9 t\u1ed1t h\u01a1n tr\u00ean g\u00f3c \u0111\u1ed9 gi\u00e1 r\u1ebb h\u01a1n, h\u00e0ng c\u00f3 s\u1eb5n h\u01a1n, s\u1eed d\u1ee5ng d\u1ec5 d\u00e0ng h\u01a1n,\u2026th\u00ec c\u00e1c doanh nghi\u1ec7p truy\u1ec1n th\u1ed1ng c\u00f3 th\u1ec3 \u0111\u00e1p tr\u1ea3 m\u1ed9t c\u00e1ch \u0111\u01a1n gi\u1ea3n v\u1edbi c\u00e1c chi\u1ebfn thu\u1eadt c\u1ea1nh tranh th\u00f4ng th\u01b0\u1eddng. H\u00e0ng h\u00f3a d\u1ecbch v\u1ee5 c\u1ee7a k\u1ebb th\u00e1ch th\u1ee9c ph\u1ea3i v\u01b0\u1ee3t tr\u1ed9i h\u01a1n nhi\u1ec1u \u00edt nh\u1ea5t \u0111\u1ed1i v\u1edbi m\u1ed9t s\u1ed1 kh\u00e1ch h\u00e0ng th\u00ec vi\u1ec7c chuy\u1ec3n sang s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m v\u00e0 d\u1ecbch v\u1ee5 c\u1ee7a k\u1ebb th\u00e1ch th\u1ee9c l\u00e0 \u0111i\u1ec1u hi\u1ec3n nhi\u00ean. V\u00ed d\u1ee5 nh\u01b0 Craigslist \u0111\u00e3 cung c\u1ea5p gi\u1ea3i ph\u00e1p \u0111\u0103ng tin rao v\u1eb7t mi\u1ec5n ph\u00ed t\u1ee9c th\u1eddi \u0111\u1ed1i v\u1edbi kh\u00e1ch h\u00e0ng, mang l\u1ea1i l\u1ee3i \u00edch v\u01b0\u1ee3t tr\u1ed9i h\u01a1n h\u1eb3n so v\u1edbi b\u00e1o gi\u1ea5y.<\/p>\n

M\u1ed7i k\u1ebb th\u00e1ch th\u1ee9c t\u1ea1o \u0111\u1ed9t ph\u00e1 \u0111\u1ec1u ph\u1ea3i t\u1ea1o ra \u0111\u01b0\u1ee3c s\u1ef1 kh\u00e1c bi\u1ec7t v\u1ec1 m\u1ea1ng l\u01b0\u1edbi gi\u00e1 tr\u1ecb \u0111\u1ec3 d\u1ef1ng l\u00ean r\u00e0o c\u1ea3n ng\u0103n doanh nghi\u1ec7p truy\u1ec1n th\u1ed1ng sao ch\u00e9p. S\u1ef1 kh\u00e1c bi\u1ec7t n\u00e0y \u0111\u01b0\u1ee3c ph\u00e1t hi\u1ec7n b\u1eb1ng c\u00e1ch nh\u00ecn v\u00e0o c\u00e1c c\u1ea5u ph\u1ea7n m\u1ea1ng l\u01b0\u1edbi gi\u00e1 tr\u1ecb. Khi ph\u00e2n t\u00edch m\u1ea1ng l\u01b0\u1edbi gi\u00e1 tr\u1ecb c\u1ee7a m\u1ed9t c\u1ea3nh th\u00e1ch th\u1ee9c c\u1ea7n xem x\u00e9t c\u00e1c c\u1ea5u ph\u1ea7n sau:<\/p>\n

\"\"N\u1ebfu kh\u00f4ng t\u1ea1o ra \u0111\u01b0\u1ee3c s\u1ef1 kh\u00e1c bi\u1ec7t th\u1ee9 hai th\u00ec doanh nghi\u1ec7p truy\u1ec1n th\u1ed1ng ch\u1ec9 c\u1ea7n quan s\u00e1t s\u1ef1 s\u00e1ng t\u1ea1o c\u1ee7a k\u1ebb th\u00e1ch th\u1ee9c, sau \u0111\u00f3 b\u1eaft ch\u01b0\u1edbc v\u00e0 tung ra s\u1ea3n ph\u1ea9m d\u1ecbch v\u1ee5 t\u01b0\u01a1ng t\u1ef1. M\u1ea1ng l\u01b0\u1edbi gi\u00e1 tr\u1ecb l\u00e0 \u0111i\u1ec1u khi\u1ebfn cho c\u00e1c doanh nghi\u1ec7p truy\u1ec1n th\u1ed1ng kh\u00f4ng th\u1ec3 b\u1eaft ch\u01b0\u1edbc k\u1ebb th\u00e1ch th\u1ee9c. V\u00ed d\u1ee5 khi \u0111\u1ed1i m\u1eb7t v\u1edbi tr\u01b0\u1eddng h\u1ee3p c\u1ee7a Craigslist, chi ph\u00ed v\u1eadn h\u00e0nh cao l\u00e0m cho c\u00e1c t\u1edd b\u00e1o gi\u1ea5y c\u1ea3m th\u1ea5y kh\u00f4ng c\u00f3 l\u1ee3i g\u00ec khi sao ch\u00e9p chi\u1ebfn d\u1ecbch cung c\u1ea5p d\u1ecbch v\u1ee5 \u0111\u0103ng tin mi\u1ec5n ph\u00ed.<\/p>\n

\u0110\u1ec3 hi\u1ec3u h\u01a1n v\u1ec1 S\u1ef1 kh\u00e1c bi\u1ec7t trong Tuy\u00ean b\u1ed1 gi\u00e1 tr\u1ecb v\u00e0 M\u1ea1ng l\u01b0\u1edbi gi\u00e1 tr\u1ecb gi\u1eefa k\u1ebb th\u00e1ch th\u1ee9c v\u00e0 doanh nghi\u1ec7p truy\u1ec1n th\u1ed1ng, ch\u00fang ta h\u00e3y c\u00f9ng xem x\u00e9t v\u00ed d\u1ee5 v\u1ec1 m\u00f4 h\u00ecnh kinh doanh \u0111\u1ed9t ph\u00e1 qua tr\u01b0\u1eddng h\u1ee3p c\u1ee7a Apple v\u00e0 Nokia.<\/p>\n

M\u00d4 H\u00ccNH KINH DOANH \u0110\u1ed8T PH\u00c1:<\/b><\/p>\n

iPhone (K\u1ebb th\u00e1ch th\u1ee9c) \u0111\u1ed1i \u0111\u1ea7u Nokia (C\u00f4ng ty truy\u1ec1n th\u1ed1ng)<\/i><\/p>\n

V\u1ec1 tuy\u00ean b\u1ed1 gi\u00e1 tr\u1ecb c\u1ee7a s\u1ea3n ph\u1ea9m, s\u1ef1 kh\u00e1c bi\u1ec7t \u0111\u1ea7u ti\u00ean c\u1ee7a Iphone n\u1eb1m \u1edf thi\u1ebft k\u1ebf v\u1eadt l\u00fd v\u1edbi ki\u1ec3u d\u00e1ng, tr\u1ecdng l\u01b0\u1ee3ng v\u00e0 m\u00e0n h\u00ecnh c\u1ea3m \u1ee9ng l\u1edbn v\u00e0 h\u1ec7 \u0111i\u1ec1u h\u00e0nh IOS giao di\u1ec7n d\u1ec5 d\u00f9ng h\u01a1n. V\u1ec1 t\u00ednh n\u0103ng,m\u1ed9t chi\u1ebfc \u0111i\u1ec7n tho\u1ea1i Iphone c\u00f3 th\u1ec3 thay th\u1ebf m\u1ed9t chi\u1ebfc \u0111i\u1ec7n tho\u1ea1i nghe g\u1ecdi, m\u00e1y MP3 v\u00e0 thi\u1ebft b\u1ecb GPS. Cu\u1ed1i c\u00f9ng l\u00e0 c\u00e1c \u1ee9ng d\u1ee5ng \u0111\u01b0\u1ee3c Iphone \u0111\u01b0\u1ee3c \u0111\u1ed3ng b\u1ed9, update nhanh ch\u00f3ng.<\/p>\n

Ngo\u00e0i ra, Nokia kh\u00f4ng th\u1ec3 c\u1ea1nh tranh v\u1edbi Iphone b\u1edfi s\u1ef1 kh\u00e1c bi\u1ec7t v\u1ec1 m\u1ea1ng l\u01b0\u1edbi gi\u00e1 tr\u1ecb gi\u1eefa hai c\u00f4ng ty. Apple \u0111\u00e3 thi\u1ebft l\u1eadp v\u1edbi c\u00e1c \u0111\u1ed1i t\u00e1c b\u00e1n l\u1ebb AT&T \u0111\u1ec3 tr\u1ee3 gi\u00e1 cho kh\u00e1ch h\u00e0ng v\u00e0 tr\u1eeb d\u1ea7n v\u00e0o c\u01b0\u1edbc ph\u00ed h\u00e0ng th\u00e1ng c\u1ee7a h\u1ecd trong v\u00f2ng hai n\u0103m. Nh\u1eefng s\u1ef1 kh\u00e1c bi\u1ec7t v\u1ec1 m\u1ea1ng l\u01b0\u1edbi gi\u00e1 tr\u1ecb \u0111\u00e3 ng\u0103n kh\u00f4ng cho Nokia sao ch\u00e9p \u0111\u01b0\u1ee3c chi\u1ebfn l\u01b0\u1ee3c c\u1ee7a Apple.<\/p>\n

T\u1eeb v\u00ed d\u1ee5 tr\u00ean, b\u00e0i h\u1ecdc r\u00fat ra l\u00e0: C\u00e1c doanh nghi\u1ec7p c\u1ea7n l\u00e0m r\u00f5 c\u00e1c tuy\u00ean b\u1ed1 gi\u00e1 tr\u1ecb v\u00e0 m\u1ea1ng l\u01b0\u1edbi gi\u00e1 tr\u1ecb \u0111\u1ec3 \u0111\u00f3n \u0111\u1ea7u l\u00e0n s\u00f3ng thay \u0111\u1ed5i v\u00e0 t\u1ea1o ra \u0111\u01b0\u1ee3c gi\u00e1 tr\u1ecb m\u1edbi cho kh\u00e1ch h\u00e0ng, duy tr\u00ec \u0111\u01b0\u1ee3c l\u1ee3i th\u1ebf c\u1ea1nh tranh v\u00e0 ph\u00e1t tri\u1ec3n. Sau \u0111\u00e2y, ch\u00fang ta s\u1ebd t\u00ecm hi\u1ec3u c\u00e1c b\u01b0\u1edbc l\u1eadp B\u1ea3n \u0111\u1ed3 M\u00f4 h\u00ecnh kinh doanh S\u00e1ng t\u1ea1o \u0111\u1ed9t ph\u00e1 \u2013 c\u00f4ng c\u1ee5 gi\u00fap doanh nghi\u1ec7p c\u00f3 th\u1ec3 \u0111\u00e1nh gi\u00e1 \u0111\u01b0\u1ee3c kh\u1ea3 n\u0103ng m\u1ed9t k\u1ebb th\u00e1ch th\u1ee9c<\/p>\n

C\u00d4NG C\u1ee4: L\u1eacP B\u1ea2N \u0110\u1ed2 M\u00d4 H\u00ccNH KINH DOANH S\u00c1NG T\u1ea0O \u0110\u1ed8T PH\u00c1<\/b><\/p>\n

C\u00e1c m\u00f4 h\u00ecnh kinh doanh l\u00e0 l\u0103ng k\u00ednh t\u1ed1t nh\u1ea5t \u0111\u1ec3 nh\u00ecn r\u00f5 v\u00e0o s\u1ef1 s\u00e1ng t\u1ea1o \u0111\u1ed9t ph\u00e1. C\u00f4ng c\u1ee5 B\u1ea3n \u0111\u1ed3 kinh doanh \u0111\u1ed9t ph\u00e1 \u0111\u01b0\u1ee3c thi\u1ebft k\u1ebf th\u1ebf \u0111\u1ec3 gi\u00fap doanh nghi\u1ec7p \u0111\u00e1nh gi\u00e1 kh\u1ea3 n\u0103ng m\u1ed9t k\u1ebb th\u00e1ch th\u1ee9c m\u1edbi khi \u0111\u1eb7t ra m\u1ed9t nguy c\u01a1 gi\u00e1n \u0111o\u1ea1n ho\u1eb7c thay th\u1ebf \u0111\u1ed1i v\u1edbi c\u00e1c doanh nghi\u1ec7p ho\u1eb7c l\u0129nh v\u1ef1c kinh doanh truy\u1ec1n th\u1ed1ng.<\/p>\n

C\u00e1c doanh nghi\u1ec7p truy\u1ec1n th\u1ed1ng c\u00f3 th\u1ec3 s\u1eed d\u1ee5ng b\u1ea3n \u0111\u1ed3 n\u00e0y nh\u01b0 c\u00f4ng c\u1ee5 \u0111\u00e1nh gi\u00e1 c\u00e1c m\u1ed1i \u0111e d\u1ecda, ch\u1ea9n \u0111o\u00e1n xem k\u1ebb th\u00e1ch th\u1ee9c c\u00f3 \u0111\u1eb7t ra m\u1ed1i \u0111e d\u1ecda c\u1ea1nh tranh truy\u1ec1n th\u1ed1ng m\u00e0 h\u1ecd c\u00f3 th\u1ec3 \u0111\u00e1p tr\u1ea3 v\u1edbi c\u00e1c chi\u1ebfn thu\u1eadt ph\u1ea3n c\u00f4ng th\u00f4ng d\u1ee5ng hai \u0111\u00f3 l\u00e0 m\u1ed9t k\u1ebb th\u00e1ch th\u1ee9c c\u00f3 s\u1ee9c m\u1ea1nh \u0111\u01b0\u1ee3c ph\u00e1 th\u1ef1c s\u1ef1.<\/p>\n

\u0110\u1ed1i v\u1edbi c\u00e1c startup ho\u1eb7c m\u1ed9t b\u1ed9 ph\u1eadn \u0111\u1ed5i m\u1edbi s\u00e1ng t\u1ea1o trong doanh nghi\u1ec7p, B\u1ea3n \u0111\u1ed3 n\u00e0y s\u1ebd gi\u00fap x\u00e1c \u0111\u1ecbnh c\u00e1c l\u0129nh v\u1ef1c kinh doanh c\u00f3 th\u1ec3 \u0111\u1eb7t ra c\u00e1c m\u1ed1i \u0111e d\u1ecda gi\u00e1n \u0111o\u1ea1n thay th\u1ebf th\u1ebf khi ph\u00e1t tri\u1ec3n c\u00e1c d\u1ef1 \u00e1n kinh doanh m\u1edbi.<\/p>\n

\"\"B\u1ea3n \u0111\u1ed3 m\u00f4 h\u00ecnh kinh doanh \u0111\u1ed9t ph\u00e1 g\u1ed3m 8 kh\u1ed1i, m\u1ed7i kh\u1ed1i ch\u1ee9a th\u00f4ng tin thu \u0111\u01b0\u1ee3c khi b\u1ea1n ph\u00e2n t\u00edch nh\u1eefng nguy c\u01a1 gi\u00e1n \u0111o\u1ea1n v\u00e0 thay th\u1ebf ti\u1ec1m n\u0103ng. Sau \u0111\u00e2y l\u00e0 c\u00e1c c\u00e2u h\u1ecfi v\u00e0 c\u00e1c y\u1ebfu t\u1ed1 c\u1ea7n xem x\u00e9t \u1edf t\u1eebng kh\u1ed1i:<\/p>\n

B\u01b0\u1edbc 1: K\u1ebb th\u00e1ch th\u1ee9c<\/b><\/p>\n

B\u01b0\u1edbc \u0111\u1ea7u ti\u00ean trong M\u00f4 h\u00ecnh kinh doanh \u0110\u1ed9t ph\u00e1 l\u00e0 tr\u1ea3 l\u1eddi c\u00e2u h\u1ecfi: L\u0129nh v\u1ef1c kinh doanh n\u00e0o c\u00f3 kh\u1ea3 n\u0103ng b\u1ecb thay th\u1ebf, gi\u00e1n \u0111o\u1ea1n?<\/p>\n

K\u1ebb th\u00e1ch th\u1ee9c c\u1ea7n x\u00e1c \u0111\u1ecbnh \u1edf \u0111\u00e2y c\u00f3 th\u1ec3 l\u00e0 \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh m\u1edbi trong m\u1ea3ng kinh doanh \u0111ang \u1ed5n \u0111\u1ecbnh c\u1ee7a b\u1ea1n, c\u00e1c c\u00f4ng ty kh\u1edfi nghi\u1ec7p \u0111ang t\u00ecm c\u00e1ch l\u00e0m gi\u00e1n \u0111o\u1ea1n m\u1ed9t ng\u00e0nh c\u00f4ng nghi\u1ec7p hi\u1ec7n t\u1ea1i hay d\u1ef1 \u00e1n ho\u1eb7c s\u00e1ng ki\u1ebfn c\u00f3 s\u1ee9c \u0111\u1ed9t ph\u00e1.<\/p>\n

L\u01b0u \u00fd l\u00e0 ch\u00fang ta v\u1eabn ch\u01b0a g\u1eafn nh\u00e3n s\u00e1ng t\u1ea1o \u0111\u1ed9t ph\u00e1 cho tr\u1ebb th\u00e1ch th\u1ee9c n\u00e0y. \u00dd ngh\u0129a c\u1ee7a b\u1ea3n \u0111\u1ed3 n\u00e0y l\u00e0 \u1ee9ng d\u1ee5ng l\u00fd thuy\u1ebft s\u00e1ng t\u1ea1o \u0111\u1ed9t ph\u00e1 m\u00f4 h\u00ecnh kinh doanh \u0111\u1ec3 x\u00e1c \u0111\u1ecbnh xem c\u00f3 t\u1ed3n t\u1ea1i m\u1ed1i \u0111e d\u1ecda d\u1eabn t\u1edbi s\u1ef1 thay th\u1ebf th\u1ef1c s\u1ef1 hay kh\u00f4ng, b\u1edfi l\u1ebd c\u00f3 nhi\u1ec1u k\u1ebb th\u00e1ch th\u1ee9c \u0111\u01b0\u1ee3c g\u1eafn m\u00e1c s\u00e1ng t\u1ea1o \u0111\u1ed9t ph\u00e1 nh\u01b0ng \u0111\u00e3 kh\u00f4ng v\u01b0\u1ee3t qua \u0111\u01b0\u1ee3c b\u00e0i ki\u1ec3m tra. Do \u0111\u00f3, khi m\u00f4 t\u1ea3 k\u1ebb th\u00e1ch th\u1ee9c, c\u1ea7n xem s\u1ea3n ph\u1ea9m v\u00e0 d\u1ecbch v\u1ee5 th\u00e1ch th\u1ee9c mang \u0111\u1ebfn gi\u00e1 tr\u1ecb g\u00ec ch\u01b0a t\u1eebng xu\u1ea5t hi\u1ec7n tr\u00ean th\u1ecb tr\u01b0\u1eddng.<\/p>\n

B\u01b0\u1edbc 2: Doanh nghi\u1ec7p truy\u1ec1n th\u1ed1ng<\/b><\/p>\n

C\u00e2u h\u1ecfi th\u1ee9 hai \u0111\u1ed1i v\u1edbi m\u00f4 h\u00ecnh kinh doanh \u0111\u1ed9t ph\u00e1 l\u00e0: Doanh nghi\u1ec7p truy\u1ec1n th\u1ed1ng l\u00e0 ai?<\/p>\n

Ch\u00fang ta c\u00f3 th\u1ec3 ch\u1ecdn m\u1ed9t chu\u1ed7i l\u0129nh v\u1ef1c kinh doanh g\u1ed3m c\u00e1c c\u00f4ng ty li\u00ean quan \u0111\u1ebfn nhau (v\u00ed d\u1ee5 t\u1eadp h\u1ee3p c\u00e1c c\u00f4ng ty s\u1ea3n xu\u1ea5t \u0111i\u1ec7n tho\u1ea1i) ho\u1eb7c m\u1ed9t doanh nghi\u1ec7p truy\u1ec1n th\u1ed1ng trong l\u0129nh v\u1ef1c \u0111\u00f3 (v\u00ed d\u1ee5 Nokia) \u0111\u1ec3 ph\u00e2n t\u00edch c\u1ee5 th\u1ec3 khi so s\u00e1nh m\u00f4 h\u00ecnh kinh doanh c\u1ee7a k\u1ebb th\u00e1ch th\u1ee9c v\u00e0 doanh nghi\u1ec7p truy\u1ec1n th\u1ed1ng.<\/p>\n

\u0110i\u1ec1u quan tr\u1ecdng \u1edf \u0111\u00e2y l\u00e0 m\u1ed9t k\u1ebb th\u00e1ch th\u1ee9c c\u00f3 th\u1ec3 \u0111e d\u1ecda kh\u00f4ng ch\u1ec9 m\u1ed9t l\u0129nh v\u1ef1c truy\u1ec1n th\u1ed1ng. \u0110\u1eb7c bi\u1ec7t n\u1ebfu ch\u00ednh b\u1ea1n l\u00e0 k\u1ebb th\u00e1ch th\u1ee9c th\u00ec c\u1ea7n l\u00ean danh s\u00e1ch c\u00e1c l\u0129nh v\u1ef1c c\u00f3 th\u1ec3 b\u1ecb \u0111e d\u1ecda b\u1edfi m\u00f4 h\u00ecnh kinh doanh m\u1edbi c\u1ee7a b\u1ea1n, n\u1ebfu c\u00f3 nhi\u1ec1u h\u01a1n hai l\u0129nh v\u1ef1c gi\u00e1n \u0111o\u1ea1n th\u00ec c\u1ea7n ph\u1ea3i ho\u00e0n thi\u1ec7n ph\u00e2n t\u00edch v\u1edbi m\u1ed7i l\u0129nh v\u1ef1c.<\/p>\n

B\u01b0\u1edbc 3: Kh\u00e1ch h\u00e0ng<\/strong><\/p>\n

C\u00e2u h\u1ecfi th\u1ee9 ba l\u00e0: Ai l\u00e0 kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau c\u1ee7a k\u1ebb th\u00e1ch th\u1ee9c?<\/p>\n

Kh\u00e1ch h\u00e0ng \u0111ang \u0111\u01b0\u1ee3c ph\u1ee5c v\u1ee5 b\u1edfi k\u1ebb th\u00e1ch th\u1ee9c c\u00f3 th\u1ec3 l\u00e0 m\u1ed9t ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng m\u1edbi ho\u1eb7c kh\u00e1ch h\u00e0ng tr\u1ef1c ti\u1ebfp c\u1ee7a doanh nghi\u1ec7p truy\u1ec1n th\u1ed1ng. Kh\u00f4ng lo\u1ea1i tr\u1eeb kh\u1ea3 n\u0103ng k\u1ebb th\u00e1ch th\u1ee9c c\u00f3 th\u1ec3 chi\u1ebfm \u0111o\u1ea1t c\u00f9ng l\u00fac m\u1ed1i quan h\u1ec7 c\u1ee7a doanh nghi\u1ec7p truy\u1ec1n th\u1ed1ng v\u1edbi nhi\u1ec1u lo\u1ea1i kh\u00e1ch h\u00e0ng kh\u00e1c nhau. M\u1ed7i lo\u1ea1i kh\u00e1ch h\u00e0ng kh\u00e1c nhau s\u1ebd t\u01b0\u01a1ng \u1ee9ng v\u1edbi m\u1ed9t b\u1ea3n \u0111\u1ed3.<\/p>\n

B\u01b0\u1edbc 4: Tuy\u00ean b\u1ed1 gi\u00e1 tr\u1ecb<\/strong><\/p>\n

C\u00e2u h\u1ecfi ti\u1ebfp theo: Gi\u00e1 tr\u1ecb m\u00e0 k\u1ebb th\u00e1ch th\u1ee9c t\u1ea1o ra cho kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau l\u00e0 g\u00ec?<\/p>\n

\u0110\u00e2y kh\u00f4ng ph\u1ea3i l\u00e0 b\u01b0\u1edbc m\u00f4 t\u1ea3 s\u1ea3n ph\u1ea9m hay d\u1ecbch v\u1ee5, c\u0169ng kh\u00f4ng ph\u1ea3i m\u00f4 t\u1ea3 xem k\u1ebb th\u00e1ch th\u1ee9c s\u1ebd ki\u1ebfm ti\u1ec1n t\u1eeb kh\u00e1ch h\u00e0ng nh\u01b0 th\u1ebf n\u00e0o, m\u00e0 quan tr\u1ecdng, \u0111\u1ee9ng t\u1eeb g\u00f3c \u0111\u1ed9 kh\u00e1ch h\u00e0ng, ph\u1ea3i tr\u1ea3 l\u1eddi \u0111\u01b0\u1ee3c c\u00e2u h\u1ecfi: \u201cKh\u00e1ch h\u00e0ng nh\u1eadn \u0111\u01b0\u1ee3c l\u1ee3i \u00edch c\u1ee5 th\u1ec3 g\u00ec?<\/p>\n

C\u00e1c y\u1ebfu t\u1ed1 x\u00e1c l\u1eadp tuy\u00ean b\u1ed1 gi\u00e1 tr\u1ecb \u0111\u01b0\u1ee3c gi\u1edbi thi\u1ec7u \u1edf ph\u1ea7n tr\u00ean s\u1ebd gi\u00fap \u00edch trong vi\u1ec7c c\u00e2n nh\u1eafc m\u1ed9t v\u00e0i ph\u01b0\u01a1ng th\u1ee9c m\u00e0 c\u00e1c m\u00f4 h\u00ecnh kinh doanh k\u1ef9 thu\u1eadt s\u1ed1 cung c\u1ea5p gi\u00e1 tr\u1ecb cho kh\u00e1ch h\u00e0ng.<\/p>\n

B\u01b0\u1edbc 5: S\u1ef1 kh\u00e1c bi\u1ec7t v\u1ec1 tuy\u00ean b\u1ed1 gi\u00e1 tr\u1ecb<\/strong><\/p>\n

Sau khi \u0111\u00e3 x\u00e1c \u0111\u1ecbnh \u0111\u01b0\u1ee3c tuy\u00ean b\u1ed1 gi\u00e1 tr\u1ecb c\u1ee7a k\u1ebb th\u00e1ch th\u1ee9c, c\u00e2u h\u1ecfi ti\u1ebfp \u0111\u00f3 l\u00e0: \u201cTuy\u00ean b\u1ed1 gi\u00e1 tr\u1ecb c\u1ee7a k\u1ebb th\u00e1ch th\u1ee9c kh\u00e1c g\u00ec so v\u1edbi doanh nghi\u1ec7p truy\u1ec1n th\u1ed1ng?\u201d<\/p>\n

\u0110i\u1ec1u quan tr\u1ecdng l\u00e0 c\u1ea7n l\u00e0m r\u00f5 c\u00e1c tuy\u00ean b\u1ed1 gi\u00e1 tr\u1ecb c\u00f3 t\u00ednh \u0111\u1ed9c \u0111\u00e1o v\u00e0 kh\u00e1c bi\u1ec7t nh\u01b0 th\u1ebf n\u00e0o.\u00a0 S\u1ef1 kh\u00e1c bi\u1ec7t v\u1ec1 tuy\u00ean b\u1ed1 gi\u00e1 tr\u1ecb c\u00f3 th\u1ec3 bao g\u1ed3m c\u1ea3 \u0111i\u1ec3m t\u00edch c\u1ef1c v\u00e0 ti\u00eau c\u1ef1c. \u0110\u1ed1i v\u1edbi Craigslist, s\u1ef1 kh\u00e1c bi\u1ec7t v\u1ec1 tuy\u00ean b\u1ed1 gi\u00e1 tr\u1ecb c\u00f3 th\u1ec3 l\u00e0 t\u00edch c\u1ef1c, v\u00ec \u0111\u00e2y l\u00e0 c\u00e1ch gi\u1ea3i th\u00e1ch th\u1ee9c cung c\u1ea5p gi\u00e1 tr\u1ecb b\u1ed5 sung cho kh\u00e1ch h\u00e0ng. Trong tr\u01b0\u1eddng h\u1ee3p kh\u00e1c th\u00ec tuy\u00ean b\u1ed1 gi\u00e1 tr\u1ecb c\u0169ng c\u00f3 th\u1ec3 bao g\u1ed3m c\u1ea3 nh\u1eefng \u0111i\u1ec3m ti\u00eau c\u1ef1c, v\u00ed d\u1ee5, khi e-book tr\u1edf th\u00e0nh k\u1ebb \u0111\u1ed1i \u0111\u1ea7u c\u1ee7a s\u00e1ch in, ta c\u00f3 th\u1ec3 nh\u1ea5n m\u1ea1nh vi\u1ec7c \u0111\u1ecdc e-book th\u01b0\u1eddng xuy\u00ean s\u1ebd d\u1ec5 g\u00e2y h\u1ea1i cho m\u1eaft.<\/p>\n

B\u01b0\u1edbc 6: M\u1ea1ng l\u01b0\u1edbi gi\u00e1 tr\u1ecb<\/strong><\/p>\n

C\u00e2u h\u1ecfi \u0111\u01b0\u1ee3c \u0111\u1eb7t ra trong ph\u1ea7n n\u00e0y l\u00e0: \u0110i\u1ec1u g\u00ec cho ph\u00e9p k\u1ebb th\u00e1ch th\u1ee9c ki\u1ebfn t\u1ea1o, cung c\u1ea5p v\u00e0 thu nh\u1eadn c\u00e1c gi\u00e1 tr\u1ecb t\u1eeb c\u00e1c s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 cung c\u1ea5p cho kh\u00e1ch h\u00e0ng?<\/p>\n

M\u1ee5c ti\u00eau c\u1ee7a b\u01b0\u1edbc n\u00e0y l\u00e0 l\u00e0m r\u00f5 m\u1ecdi y\u1ebfu t\u1ed1 \u2013 con ng\u01b0\u1eddi, \u0111\u1ed1i t\u00e1c, t\u00e0i s\u1ea3n, v\u00e0 quy tr\u00ecnh gi\u00fap k\u1ebb th\u00e1ch th\u1ee9c \u0111\u01b0a ra tuy\u00ean b\u1ed1 gi\u00e1 tr\u1ecb. Chuy\u00ean \u0111\u1ec1 c\u00e1c c\u1ea5u ph\u1ea7n trong m\u1ea1ng l\u01b0\u1edbi gi\u00e1 tr\u1ecb s\u1ebd gi\u00fap \u00edch cho ph\u1ea7n n\u00e0y.<\/p>\n

B\u01b0\u1edbc 7: Kh\u00e1c bi\u1ec7t v\u1ec1 m\u1ea1ng l\u01b0\u1edbi gi\u00e1 tr\u1ecb<\/strong><\/p>\n

C\u00e2u h\u1ecfi ti\u1ebfp theo \u0111\u01b0\u1ee3c xem x\u00e9t l\u00e0: M\u1ea1ng l\u01b0\u1edbi gi\u00e1 tr\u1ecb c\u1ee7a k\u1ebb th\u00e1ch th\u1ee9c kh\u00e1c g\u00ec so v\u1edbi m\u1ea1ng l\u01b0\u1edbi gi\u00e1 tr\u1ecb c\u1ee7a doanh nghi\u1ec7p truy\u1ec1n th\u1ed1ng?<\/p>\n

\u1ede \u0111\u00e2y, ch\u00fang ta t\u1eadp trung l\u00e0m r\u00f5 c\u00e1c y\u1ebfu t\u1ed1 \u0111\u1ed9c \u0111\u00e1o, kh\u00e1c bi\u1ec7t v\u00e0 s\u1ef1 tr\u00f9ng h\u1ee3p gi\u1eefa m\u1ea1ng l\u01b0\u1edbi gi\u00e1 tr\u1ecb c\u1ee7a k\u1ebb th\u00e1ch th\u1ee9c v\u00e0 c\u00f4ng ty truy\u1ec1n th\u1ed1ng. V\u00ed d\u1ee5, k\u1ebb th\u00e1ch th\u1ee9c \u0111ang s\u1edf h\u1eefu t\u00e0i s\u1ea3n d\u1eef li\u1ec7u v\u00e0 k\u1ef9 n\u0103ng \u0111\u1eb7c th\u00f9 m\u00e0 doanh nghi\u1ec7p truy\u1ec1n th\u1ed1ng thi\u1ebfu h\u1ee5t, k\u00eanh b\u00e1n h\u00e0ng m\u1edbi hay m\u00f4 h\u00ecnh t\u00ednh gi\u00e1 ho\u1eb7c c\u01a1 c\u1ea5u chi ph\u00ed kh\u00e1c bi\u1ec7t.<\/p>\n

B\u01b0\u1edbc 8: Th\u1eed nghi\u1ec7m hai ph\u1ea7n v\u1ec1 nguy c\u01a1 gi\u00e1n \u0111o\u1ea1n, thay th\u1ebf<\/strong><\/p>\n

C\u00e2u h\u1ecfi cu\u1ed1i c\u00f9ng trong M\u00f4 h\u00ecnh l\u00e0: Li\u1ec7u k\u1ebb th\u00e1ch th\u1ee9c c\u00f3 \u0111\u1eb7t ra m\u1ed9t m\u1ed1i \u0111e d\u1ecda l\u00e0m gi\u00e1n \u0111o\u1ea1n ho\u1ea1t \u0111\u1ed9ng kinh doanh c\u1ee7a doanh nghi\u1ec7p truy\u1ec1n th\u1ed1ng kh\u00f4ng?<\/p>\n

Ch\u00fang ta s\u1ebd \u00e1p d\u1ee5ng hai ph\u00e9p th\u1eed ch\u00ednh, \u0111\u00f3 l\u00e0: Li\u1ec7u tuy\u00ean b\u1ed1 gi\u00e1 tr\u1ecb c\u1ee7a k\u1ebb th\u00e1ch th\u1ee9c c\u00f3 thay th\u1ebf ph\u1ea7n l\u1edbn gi\u00e1 tr\u1ecb c\u1ee7a doanh nghi\u1ec7p truy\u1ec1n th\u1ed1ng? V\u00e0 li\u1ec7u c\u00f3 b\u1ea5t k\u1ef3 s\u1ef1 kh\u00e1c bi\u1ec7t v\u1ec1 m\u1ea1ng l\u01b0\u1edbi gi\u00e1 tr\u1ecb c\u00f3 th\u1ec3 t\u1ea1o ra r\u00e0o c\u1ea3n, khi\u1ebfn doanh nghi\u1ec7p truy\u1ec1n th\u1ed1ng kh\u00f4ng th\u1ec3 b\u1eaft ch\u01b0\u1edbc? N\u1ebfu c\u00e2u tr\u1ea3 l\u1eddi l\u00e0 \u201ckh\u00f4ng\u201d, th\u00ec kh\u00f4ng c\u00f3 m\u1ed1i \u0111e d\u1ecda gi\u00e1n \u0111o\u1ea1n. N\u1ebfu c\u00e2u tr\u1ea3 l\u1eddi l\u00e0 c\u00f3 th\u00ec doanh nghi\u1ec7p truy\u1ec1n th\u1ed1ng ph\u1ea3i c\u1ea7n c\u00f3 s\u1ef1 chu\u1ea9n b\u1ecb v\u00e0 \u0111\u00e1p tr\u1ea3 b\u1eb1ng c\u00e1ch \u0111\u1ed1i \u0111\u1ea7u v\u1edbi nguy c\u01a1 gi\u00e1n \u0111o\u1ea1n, thay th\u1ebf trong kinh doanh.<\/p>\n","protected":false},"excerpt":{"rendered":"

Trong b\u1ed1i c\u1ea3nh c\u1ea1nh tranh v\u00e0 nhu c\u1ea7u ng\u00e0y c\u00e0ng cao c\u1ee7a kh\u00e1ch h\u00e0ng, doanh nghi\u1ec7p c\u1ea7n mang \u0111\u1ebfn gi\u00e1 tr\u1ecb kh\u00e1c bi\u1ec7t \u0111\u1ec3 t\u1ea1o \u01b0u th\u1ebf cho m\u00ecnh. Do v\u1eady, s\u1ef1 s\u00e1ng t\u1ea1o \u0111\u1ed9t ph\u00e1 (disruption) l\u00e0 ch\u00eca kh\u00f3a gi\u00fap doanh nghi\u1ec7p h\u00ecnh th\u00e0nh l\u1ee3i th\u1ebf c\u1ea1nh tranh tr\u00ean th\u1ecb tr\u01b0\u1eddng. Doanh nghi\u1ec7p ph\u1ea3i […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[210,199,203],"tags":[],"_links":{"self":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/5147"}],"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=5147"}],"version-history":[{"count":0,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/5147\/revisions"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=5147"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=5147"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=5147"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}