{"id":53069,"date":"2023-12-20T06:12:44","date_gmt":"2023-12-19T23:12:44","guid":{"rendered":"https:\/\/masterskills.org\/blog\/hieu-ung-hao-quang-bi-quyet-tao-dau-an-va-thuc-day-thuong-hieu-phat-trien.html"},"modified":"2023-12-20T06:12:44","modified_gmt":"2023-12-19T23:12:44","slug":"hieu-ung-hao-quang-bi-quyet-tao-dau-an-va-thuc-day-thuong-hieu-phat-trien","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/hieu-ung-hao-quang-bi-quyet-tao-dau-an-va-thuc-day-thuong-hieu-phat-trien.html","title":{"rendered":"Hi\u1ec7u \u1ee9ng h\u00e0o quang \u2013 B\u00ed quy\u1ebft t\u1ea1o d\u1ea5u \u1ea5n v\u00e0 th\u00fac \u0111\u1ea9y th\u01b0\u01a1ng hi\u1ec7u ph\u00e1t tri\u1ec3n"},"content":{"rendered":"
\n

Hi\u1ec7u \u1ee9ng h\u00e0o quang \u0111\u01b0\u1ee3c ph\u00e1t hi\u1ec7n b\u1edfi nh\u00e0 t\u00e2m l\u00fd h\u1ecdc Edward Thorndike v\u00e0o n\u0103m 1920. T\u1eeb \u0111\u00f3, hi\u1ec7u \u1ee9ng n\u00e0y \u0111\u01b0\u1ee3c nghi\u00ean c\u1ee9u v\u00e0 \u00e1p d\u1ee5ng r\u1ed9ng r\u00e3i trong nhi\u1ec1u l\u0129nh v\u1ef1c, \u0111\u1eb7c bi\u1ec7t l\u00e0 trong marketing. Hi\u1ec7u \u1ee9ng h\u00e0o quang \u0111\u00e3 gi\u00fap Nike ph\u00e1t tri\u1ec3n d\u00f2ng s\u1ea3n ph\u1ea9m Nike Air Jordan b\u1ec1n v\u1eefng v\u00e0 m\u1ea1nh m\u1ebd, gi\u00fap Nike \u0111\u1ea1t \u0111\u01b0\u1ee3c doanh thu v\u01b0\u1ee3t tr\u1ed9i 9,19 t\u1ef7 USD v\u00e0o n\u0103m 1997.<\/span><\/p>\n

Hi\u1ec7u \u1ee9ng h\u00e0o quang l\u00e0 g\u00ec?<\/b><\/h2>\n

Hi\u1ec7u \u1ee9ng h\u00e0o quang l\u00e0 m\u1ed9t hi\u1ec7n t\u01b0\u1ee3ng t\u00e2m l\u00fd x\u00e3 h\u1ed9i, trong \u0111\u00f3 \u1ea5n t\u01b0\u1ee3ng ho\u1eb7c \u0111\u00e1nh gi\u00e1 t\u00edch c\u1ef1c v\u1ec1 m\u1ed9t kh\u00eda c\u1ea1nh c\u1ee5 th\u1ec3 c\u1ee7a m\u1ed9t c\u00e1 nh\u00e2n, th\u01b0\u01a1ng hi\u1ec7u ho\u1eb7c s\u1ea3n ph\u1ea9m c\u00f3 th\u1ec3 lan t\u1ecfa v\u00e0 \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn c\u00e1ch ch\u00fang ta \u0111\u00e1nh gi\u00e1 to\u00e0n b\u1ed9 c\u00e1c kh\u00eda c\u1ea1nh kh\u00e1c li\u00ean quan \u0111\u1ebfn \u0111\u1ed1i t\u01b0\u1ee3ng \u0111\u00f3.\u00a0<\/span><\/p>\n

Trong marketing, hi\u1ec7u \u1ee9ng h\u00e0o quang \u0111\u01b0\u1ee3c hi\u1ec3u l\u00e0 khi m\u1ed9t s\u1ea3n ph\u1ea9m th\u00e0nh c\u00f4ng v\u00e0 \u0111\u01b0\u1ee3c \u0111\u00e1nh gi\u00e1 cao s\u1ebd kh\u01a1i d\u1eady nh\u1eadn th\u1ee9c t\u00edch c\u1ef1c \u0111\u1ed1i v\u1edbi c\u00e1c s\u1ea3n ph\u1ea9m kh\u00e1c c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u v\u00e0 d\u1eabn \u0111\u1ebfn t\u0103ng doanh s\u1ed1 b\u00e1n h\u00e0ng ho\u1eb7c th\u1ecb ph\u1ea7n c\u1ee7a c\u00e1c s\u1ea3n ph\u1ea9m kh\u00e1c c\u00f9ng th\u01b0\u01a1ng hi\u1ec7u.<\/span><\/p>\n

\"Hi\u1ec7u<\/p>\n

Hi\u1ec7u \u1ee9ng h\u00e0o quang (Halo effect) l\u00e0 g\u00ec?<\/p>\n<\/div>\n

Hi\u1ec7u \u1ee9ng h\u00e0o quang ban \u0111\u1ea7u \u0111\u01b0\u1ee3c gi\u1edbi thi\u1ec7u b\u1edfi Edward L. Thorndike, m\u1ed9t nh\u00e0 t\u00e2m l\u00fd h\u1ecdc ng\u01b0\u1eddi M\u1ef9, v\u00e0o n\u0103m 1920. \u00d4ng \u0111\u00e3 ti\u1ebfn h\u00e0nh nghi\u00ean c\u1ee9u v\u1ec1 s\u1ef1 \u1ea3nh h\u01b0\u1edfng c\u1ee7a \u0111\u00e1nh gi\u00e1 ban \u0111\u1ea7u \u0111\u1ed1i v\u1edbi \u0111\u00e1nh gi\u00e1 t\u1ed5ng th\u1ec3 v\u00e0 \u0111\u01b0a ra ph\u00e1t hi\u1ec7n v\u1ec1 hi\u1ec7u \u1ee9ng h\u00e0o quang, t\u00ean ti\u1ebfng Anh l\u00e0 Halo effect. Hi\u1ec7u \u1ee9ng n\u00e0y c\u00f3 th\u1ec3 d\u1eabn \u0111\u1ebfn vi\u1ec7c ch\u00fang ta thi\u00ean v\u1ecb, \u0111\u00e1nh gi\u00e1 qu\u00e1 cao ho\u1eb7c qu\u00e1 th\u1ea5p m\u1ed9t c\u00e1 nh\u00e2n ho\u1eb7c th\u01b0\u01a1ng hi\u1ec7u d\u1ef1a tr\u00ean nh\u1eefng th\u00f4ng tin hay \u1ea5n t\u01b0\u1ee3ng ban \u0111\u1ea7u. Theo th\u1eddi gian, hi\u1ec7u \u1ee9ng n\u00e0y \u0111\u01b0\u1ee3c chia th\u00e0nh 2 lo\u1ea1i \u0111\u1ec3 d\u1ec5 ph\u00e2n bi\u1ec7t l\u00e0:\u00a0<\/span><\/p>\n

    \n
  • Halo effect: khi suy ngh\u0129\/ c\u1ea3m x\u00fac\/ \u1ea5n t\u01b0\u1ee3ng ban \u0111\u1ea7u v\u1ec1 m\u1ed9t c\u00e1 nh\u00e2n, s\u1ea3n ph\u1ea9m, th\u01b0\u01a1ng hi\u1ec7u l\u00e0 t\u00edch c\u1ef1c.<\/span><\/li>\n
  • Horn effect (c\u00f2n g\u1ecdi l\u00e0 Halo effect ng\u01b0\u1ee3c): khi suy ngh\u0129\/ c\u1ea3m x\u00fac\/ \u1ea5n t\u01b0\u1ee3ng ban \u0111\u1ea7u v\u1ec1 m\u1ed9t c\u00e1 nh\u00e2n, s\u1ea3n ph\u1ea9m, th\u01b0\u01a1ng hi\u1ec7u l\u00e0 ti\u00eau c\u1ef1c.<\/span><\/li>\n<\/ul>\n

    V\u00ed d\u1ee5 v\u1ec1 hi\u1ec7u \u1ee9ng h\u00e0o quang<\/b><\/h2>\n

    M\u1ed9t v\u00ed d\u1ee5 v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u \u1ee9ng d\u1ee5ng hi\u1ec7u \u1ee9ng h\u00e0o quang l\u00e0 Apple v\u1edbi d\u00f2ng s\u1ea3n ph\u1ea9m iPod, m\u1ed9t b\u01b0\u1edbc \u0111\u1ed9t ph\u00e1 quan tr\u1ecdng \u0111\u1ed1i v\u1edbi Apple. iPod \u0111\u00e3 t\u1ea1o ra \u1ea3nh h\u01b0\u1edfng m\u1ea1nh m\u1ebd \u0111\u1ed1i v\u1edbi kh\u00e1ch h\u00e0ng, th\u00fac \u0111\u1ea9y doanh s\u1ed1 b\u00e1n h\u00e0ng c\u1ee7a c\u00e1c s\u1ea3n ph\u1ea9m c\u00f3 gi\u00e1 cao h\u01a1n thu\u1ed9c c\u00f9ng th\u01b0\u01a1ng hi\u1ec7u Apple nh\u01b0 iPhone, laptop, m\u00e1y t\u00ednh b\u1ea3ng\u2026\u00a0<\/span><\/p>\n

    \"Apple<\/p>\n

    Apple l\u00e0 m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u \u1ee9ng d\u1ee5ng hi\u1ec7u \u1ee9ng h\u00e0o quang trong marketing th\u00e0nh c\u00f4ng<\/p>\n<\/div>\n

    Tr\u1ea3i nghi\u1ec7m m\u01b0\u1ee3t m\u00e0 c\u1ee7a iPod \u0111\u00e3 khi\u1ebfn ng\u01b0\u1eddi ti\u00eau d\u00f9ng ph\u1ea3i y\u00eau th\u00edch n\u00f3 v\u00e0 khi\u1ebfn h\u1ecd ti\u1ebfp t\u1ee5c mua s\u1eafm m\u1ed9t lo\u1ea1t s\u1ea3n ph\u1ea9m t\u1eeb Apple. Nh\u1edd \u1ea3nh h\u01b0\u1edfng c\u1ee7a hi\u1ec7u \u1ee9ng h\u00e0o quang t\u1eeb iPod, n\u0103m 2005, l\u1ee3i nhu\u1eadn Apple t\u0103ng 384%, gi\u00e1 c\u1ed5 phi\u1ebfu t\u0103ng 177% v\u00e0 bi\u00ean l\u1ee3i nhu\u1eadn t\u0103ng t\u1eeb 3,3% l\u00ean 9,6%.\u00a0<\/span><\/p>\n

    Ban \u0111\u1ea7u, iPod ch\u1ec9 t\u01b0\u01a1ng th\u00edch v\u1edbi Mac. Ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111\u00e3 qu\u00e1 th\u00edch th\u00fa v\u1edbi tr\u1ea3i nghi\u1ec7m iPod-Mac \u0111\u1ebfn m\u1ee9c n\u00f3 \u0111\u00e3 t\u1ea1o ra m\u1ed9t hi\u1ec7u \u1ee9ng \u201cHalo Effect\u201d trong vi\u1ec7c th\u00fac \u0111\u1ea9y doanh s\u1ed1 b\u00e1n c\u1ee7a Mac. Trong 20 n\u0103m qua k\u1ec3 t\u1eeb khi chi\u1ebfc iPod \u0111\u1ea7u ti\u00ean ra m\u1eaft, Apple \u0111\u00e3 c\u00f3 m\u1ed9t c\u01a1 s\u1edf kh\u00e1ch h\u00e0ng trung th\u00e0nh l\u1edbn h\u01a1n nhi\u1ec1u. Nh\u1eefng kh\u00e1ch h\u00e0ng n\u00e0y kh\u00f4ng c\u00f2n qu\u00e1 quan t\u00e2m \u0111\u1ebfn c\u00e1c t\u00ednh n\u0103ng k\u1ef9 thu\u1eadt n\u1eefa. H\u1ecd tin v\u00e0o s\u1ef1 thu\u1eadn ti\u1ec7n, s\u1ef1 sang tr\u1ecdng c\u1ee7a thi\u1ebft k\u1ebf v\u00e0 m\u1ed9t h\u1ec7 sinh th\u00e1i Apple d\u00e0nh ri\u00eang cho c\u00e1c thi\u1ebft b\u1ecb c\u1ee7a h\u1ecd.<\/span><\/p>\n

    Hi\u1ec7u \u1ee9ng h\u00e0o quang t\u00e1c \u0111\u1ed9ng \u0111\u1ebfn ng\u01b0\u1eddi ti\u00eau d\u00f9ng nh\u01b0 th\u1ebf n\u00e0o?<\/b><\/h2>\n

    Th\u00f4ng qua v\u00ed d\u1ee5 tr\u00ean, c\u00f3 th\u1ec3 th\u1ea5y hi\u1ec7u \u1ee9ng h\u00e0o quang t\u00e1c \u0111\u1ed9ng \u0111\u1ebfn ng\u01b0\u1eddi ti\u00eau d\u00f9ng b\u1eb1ng c\u00e1ch l\u00e0m cho h\u1ecd \u0111\u00e1nh gi\u00e1 t\u00edch c\u1ef1c v\u00e0 thi\u00ean v\u1ecb m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u d\u1ef1a tr\u00ean m\u1ed9t \u1ea5n t\u01b0\u1ee3ng t\u00edch c\u1ef1c ban \u0111\u1ea7u v\u1ec1 m\u1ed9t kh\u00eda c\u1ea1nh hay s\u1ea3n ph\u1ea9m c\u1ee5 th\u1ec3. D\u01b0\u1edbi \u0111\u00e2y l\u00e0 c\u00e1c t\u00e1c \u0111\u1ed9ng c\u1ee5 th\u1ec3 m\u00e0 hi\u1ec7u \u1ee9ng n\u00e0y t\u00e1c \u0111\u1ed9ng \u0111\u1ebfn ng\u01b0\u1eddi ti\u00eau d\u00f9ng:<\/span><\/p>\n

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    • \u0110\u00e1nh gi\u00e1 t\u00edch c\u1ef1c: <\/b>Khi ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u00f3 m\u1ed9t \u1ea5n t\u01b0\u1ee3ng t\u00edch c\u1ef1c ban \u0111\u1ea7u v\u1ec1 m\u1ed9t kh\u00eda c\u1ea1nh c\u1ee5 th\u1ec3 c\u1ee7a c\u00e1 nh\u00e2n, th\u01b0\u01a1ng hi\u1ec7u ho\u1eb7c s\u1ea3n ph\u1ea9m, h\u1ecd c\u00f3 xu h\u01b0\u1edbng \u00e1p d\u1ee5ng \u1ea5n t\u01b0\u1ee3ng t\u00edch c\u1ef1c n\u00e0y cho to\u00e0n b\u1ed9 \u0111\u1ed1i t\u01b0\u1ee3ng. C\u1ee5 th\u1ec3, n\u1ebfu m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u n\u1ed5i ti\u1ebfng \u0111\u01b0\u1ee3c bi\u1ebft \u0111\u1ebfn v\u1edbi s\u1ea3n ph\u1ea9m ch\u1ea5t l\u01b0\u1ee3ng cao, ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u00f3 th\u1ec3 t\u1ecf ra thi\u00ean v\u1ecb th\u01b0\u01a1ng hi\u1ec7u n\u00e0y \u1edf t\u1ea5t c\u1ea3 c\u00e1c kh\u00eda c\u1ea1nh, b\u1ea5t k\u1ec3 h\u1ecd c\u00f3 th\u00f4ng tin c\u1ee5 th\u1ec3 v\u1ec1 c\u00e1c kh\u00eda c\u1ea1nh kh\u00e1c hay kh\u00f4ng.<\/span><\/li>\n
    • T\u1ea1o ni\u1ec1m tin:<\/b> Hi\u1ec7u \u1ee9ng h\u00e0o quang c\u00f3 th\u1ec3 t\u1ea1o ra ni\u1ec1m tin ng\u01b0\u1eddi ti\u00eau d\u00f9ng. Khi h\u1ecd \u0111\u00e3 tin t\u01b0\u1edfng m\u1ed9t s\u1ea3n ph\u1ea9m c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u, ho\u1eb7c c\u00f3 \u1ea5n t\u01b0\u1ee3ng t\u1ed1t v\u1edbi th\u01b0\u01a1ng hi\u1ec7u \u0111\u00f3, h\u1ecd c\u00f3 th\u1ec3 tin t\u01b0\u1edfng r\u1eb1ng m\u1ecdi s\u1ea3n ph\u1ea9m c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u \u0111\u00f3 \u0111\u1ec1u t\u1ed1t. \u0110i\u1ec1u n\u00e0y c\u00f3 th\u1ec3 d\u1eabn \u0111\u1ebfn vi\u1ec7c ng\u01b0\u1eddi ti\u00eau d\u00f9ng mua s\u1ea3n ph\u1ea9m kh\u00e1c c\u00f9ng th\u01b0\u01a1ng hi\u1ec7u m\u00e0 kh\u00f4ng d\u00e0nh nhi\u1ec1u th\u1eddi gian t\u00ecm hi\u1ec3u k\u1ef9 v\u1ec1 n\u00f3.<\/span><\/li>\n
    • G\u00e2y \u1ea3nh h\u01b0\u1edfng \u0111\u1ed1i v\u1edbi quy\u1ebft \u0111\u1ecbnh mua s\u1eafm: <\/b>Hi\u1ec7u \u1ee9ng h\u00e0o quang c\u00f3 th\u1ec3 \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn quy\u1ebft \u0111\u1ecbnh mua s\u1eafm c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng. H\u1ecd c\u00f3 th\u1ec3 d\u1ec5 d\u00e0ng ch\u1ecdn mua s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 t\u1eeb m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u m\u00e0 h\u1ecd \u0111\u00e3 c\u00f3 \u1ea5n t\u01b0\u1ee3ng t\u00edch c\u1ef1c, m\u00e0 kh\u00f4ng c\u1ea7n nghi\u00ean c\u1ee9u ho\u1eb7c so s\u00e1nh v\u1edbi c\u00e1c l\u1ef1a ch\u1ecdn kh\u00e1c.<\/span><\/li>\n
    • Kh\u00f3 thay \u0111\u1ed5i \u0111\u00e1nh gi\u00e1: <\/b>M\u1ed9t khi hi\u1ec7u \u1ee9ng h\u00e0o quang \u0111\u00e3 t\u1ea1o ra \u1ea5n t\u01b0\u1ee3ng t\u00edch c\u1ef1c ban \u0111\u1ea7u, n\u00f3 c\u00f3 th\u1ec3 l\u00e0m cho ng\u01b0\u1eddi ti\u00eau d\u00f9ng kh\u00f3 kh\u0103n trong vi\u1ec7c thay \u0111\u1ed5i \u0111\u00e1nh gi\u00e1. H\u1ecd c\u00f3 th\u1ec3 b\u1ecf qua ho\u1eb7c gi\u1ea3m nh\u1eb9 th\u00f4ng tin ti\u00eau c\u1ef1c v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u v\u00e0 ti\u1ebfp t\u1ee5c \u0111\u00e1nh gi\u00e1 t\u00edch c\u1ef1c d\u1ef1a tr\u00ean hi\u1ec7u \u1ee9ng h\u00e0o quang ban \u0111\u1ea7u.<\/span><\/li>\n<\/ul>\n

      \u1ee8ng d\u1ee5ng hi\u1ec7u \u1ee9ng h\u00e0o quang trong marketing<\/b><\/h2>\n

      Hi\u1ec7u \u1ee9ng h\u00e0o quang th\u01b0\u1eddng \u0111\u01b0\u1ee3c \u1ee9ng d\u1ee5ng trong l\u0129nh v\u1ef1c ti\u1ebfp th\u1ecb \u0111\u1ec3 t\u1ea1o \u1ea5n t\u01b0\u1ee3ng t\u00edch c\u1ef1c v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u ho\u1eb7c s\u1ea3n ph\u1ea9m. D\u01b0\u1edbi \u0111\u00e2y l\u00e0 m\u1ed9t s\u1ed1 th\u01b0\u01a1ng hi\u1ec7u \u00e1p d\u1ee5ng hi\u1ec7u \u1ee9ng h\u00e0o quang v\u00e0 \u0111\u1ea1t \u0111\u01b0\u1ee3c th\u00e0nh c\u00f4ng nh\u1ea5t \u0111\u1ecbnh:<\/span><\/p>\n

      Chi\u1ebfn l\u01b0\u1ee3c ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m ch\u1ee7 l\u1ef1c<\/b><\/h3>\n

      M\u1ed9t v\u00ed d\u1ee5 r\u1ea5t th\u00fa v\u1ecb v\u1ec1 vi\u1ec7c s\u1eed d\u1ee5ng hi\u1ec7u \u1ee9ng h\u00e0o quang trong chi\u1ebfn l\u01b0\u1ee3c ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m ch\u1ee7 l\u1ef1c l\u00e0 Cocoon v\u1edbi s\u1ea3n ph\u1ea9m t\u1ea9y t\u1ebf b\u00e0o ch\u1ebft c\u00e0 ph\u00ea n\u1ed5i ti\u1ebfng. D\u01b0\u1edbi \u0111\u00e2y l\u00e0 c\u00e1ch m\u00e0 h\u00e3ng Cocoon \u0111\u00e3 \u00e1p d\u1ee5ng chi\u1ebfn l\u01b0\u1ee3c n\u00e0y:<\/span><\/p>\n

        \n
      • T\u1eadp trung v\u00e0o s\u1ea3n ph\u1ea9m ch\u1ee7 l\u1ef1c: <\/b>Trong tr\u01b0\u1eddng h\u1ee3p n\u00e0y, s\u1ea3n ph\u1ea9m ch\u1ee7 l\u1ef1c l\u00e0 t\u1ea9y t\u1ebf b\u00e0o ch\u1ebft (TBC) Cocoon. H\u00e3ng \u0111\u00e3 t\u1eadp trung to\u00e0n t\u00e2m v\u00e0o vi\u1ec7c ph\u00e1t tri\u1ec3n v\u00e0 ti\u1ebfp th\u1ecb s\u1ea3n ph\u1ea9m n\u00e0y, \u0111\u1ea3m b\u1ea3o r\u1eb1ng n\u00f3 \u0111\u00e1p \u1ee9ng \u0111\u01b0\u1ee3c c\u00e1c y\u1ebfu t\u1ed1 quan tr\u1ecdng nh\u01b0 b\u00ecnh d\u00e2n, hi\u1ec7u qu\u1ea3, an to\u00e0n v\u00e0 t\u1ef1 nhi\u00ean.<\/span><\/li>\n
      • Hi\u1ec7u \u1ee9ng t\u1eeb s\u1ea3n ph\u1ea9m ch\u1ee7 l\u1ef1c: <\/b>Th\u00e0nh c\u00f4ng c\u1ee7a t\u1ea9y TBC Cocoon \u0111\u00e3 t\u1ea1o m\u1ed9t hi\u1ec7u \u1ee9ng h\u00e0o quang ban \u0111\u1ea7u, x\u00e2y d\u1ef1ng h\u00ecnh \u1ea3nh Cocoon l\u00e0 m\u1ed9t nh\u00e3n h\u00e0ng m\u1ef9 ph\u1ea9m thu\u1ea7n chay, an to\u00e0n, l\u00e0nh t\u00ednh, gi\u00e1 c\u1ea3 ph\u00f9 h\u1ee3p v\u1edbi \u0111\u1ea1i \u0111a s\u1ed1 ng\u01b0\u1eddi Vi\u1ec7t.\u00a0<\/span><\/li>\n
      • Lan truy\u1ec1n hi\u1ec7u \u1ee9ng h\u00e0o quang: <\/b>Khi t\u1ea9y TBC Cocoon \u0111\u00e3 \u0111\u1ea1t \u0111\u01b0\u1ee3c th\u00e0nh c\u00f4ng ban \u0111\u1ea7u, n\u00f3 \u0111\u00e3 t\u1ea1o ra m\u1ed9t hi\u1ec7u \u1ee9ng domino. Th\u00e0nh c\u00f4ng n\u00e0y \u0111\u00e3 t\u1ea1o ni\u1ec1m tin v\u00e0 s\u1ef1 quan t\u00e2m t\u1eeb ph\u00eda kh\u00e1ch h\u00e0ng, l\u00e0m cho Cocoon tr\u1edf n\u00ean ph\u1ed5 bi\u1ebfn h\u01a1n. Th\u01b0\u01a1ng hi\u1ec7u \u0111\u00e3 t\u1eadn d\u1ee5ng c\u01a1 h\u1ed9i n\u00e0y \u0111\u1ec3 gi\u1edbi thi\u1ec7u c\u00e1c d\u00f2ng s\u1ea3n ph\u1ea9m m\u1edbi c\u00f3 c\u00f9ng c\u00e1c \u0111\u1eb7c \u0111i\u1ec3m n\u1ed5i b\u1eadt c\u1ee7a s\u1ea3n ph\u1ea9m ch\u1ee7 l\u1ef1c nh\u01b0: b\u00ecnh d\u00e2n, hi\u1ec7u qu\u1ea3, an to\u00e0n, l\u00e0nh t\u00ednh.<\/span><\/li>\n<\/ul>\n

        X\u00e2y d\u1ef1ng gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u v\u00e0 \u0111\u1ecbnh v\u1ecb<\/b><\/h3>\n

        M\u1ed9t v\u00ed d\u1ee5 kh\u00e1c l\u00e0 c\u00e1ch c\u00e1c c\u00f4ng ty s\u1eed d\u1ee5ng hi\u1ec7u \u1ee9ng h\u00e0o quang \u0111\u1ec3 x\u00e2y d\u1ef1ng gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u th\u00f4ng qua m\u1ed9t slogan ho\u1eb7c gi\u00e1 tr\u1ecb n\u1ed5i b\u1eadt. Apple \u0111\u00e3 x\u00e2y d\u1ef1ng m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u v\u1edbi gi\u00e1 tr\u1ecb ch\u00ednh l\u00e0 \u201cs\u00e1ng t\u1ea1o v\u00e0 \u0111\u1ed9t ph\u00e1.\u201d S\u1ea3n ph\u1ea9m c\u1ee7a h\u1ecd, nh\u01b0 iPhone, MacBook v\u00e0 iPad, th\u01b0\u1eddng \u0111\u01b0\u1ee3c k\u1ebft h\u1ee3p v\u1edbi nh\u1eefng t\u00ednh n\u0103ng v\u00e0 thi\u1ebft k\u1ebf s\u00e1ng t\u1ea1o. Khi ng\u01b0\u1eddi ti\u00eau d\u00f9ng tr\u1ea3i nghi\u1ec7m s\u1ef1 \u0111\u1ed9t ph\u00e1 v\u00e0 ch\u1ea5t l\u01b0\u1ee3ng t\u1eeb m\u1ed9t s\u1ea3n ph\u1ea9m Apple, h\u1ecd c\u00f3 xu h\u01b0\u1edbng k\u1ef3 v\u1ecdng r\u1eb1ng c\u00e1c s\u1ea3n ph\u1ea9m kh\u00e1c c\u1ee7a c\u00f4ng ty n\u00e0y c\u0169ng s\u1ebd mang \u0111\u1eadm gi\u00e1 tr\u1ecb n\u00e0y.<\/span><\/p>\n

        \"\u1ee8ng<\/p>\n

        \u1ee8ng d\u1ee5ng hi\u1ec7u \u1ee9ng h\u00e0o quang gi\u00fap c\u00e1c th\u01b0\u01a1ng hi\u1ec7u t\u1ea1o \u0111\u01b0\u1ee3c \u1ea5n t\u01b0\u1ee3ng t\u00edch c\u1ef1c v\u1edbi ng\u01b0\u1eddi ti\u00eau d\u00f9ng<\/p>\n<\/div>\n

        Ti\u1ebfp th\u1ecb th\u00f4ng qua ng\u01b0\u1eddi n\u1ed5i ti\u1ebfng (Influencers)<\/b><\/h3>\n

        Influencer marketing l\u00e0 m\u1ed9t \u1ee9ng d\u1ee5ng hi\u1ec7u \u1ee9ng h\u00e0o quang kh\u00e1 ph\u1ed5 bi\u1ebfn \u0111\u1ec3 t\u1ea1o \u1ea5n t\u01b0\u1ee3ng t\u00edch c\u1ef1c v\u1ec1 s\u1ea3n ph\u1ea9m ho\u1eb7c th\u01b0\u01a1ng hi\u1ec7u. Vi\u1ec7c s\u1eed d\u1ee5ng influencers c\u00f3 th\u1ec3 gi\u00fap t\u0103ng c\u01b0\u1eddng uy t\u00edn v\u00e0 t\u1ea1o ra m\u1ed9t lo\u1ea1t c\u00e1c c\u1ea3m x\u00fac t\u00edch c\u1ef1c v\u00e0 h\u00ecnh \u1ea3nh t\u1ed1t \u0111\u1eb9p, khi\u1ebfn ng\u01b0\u1eddi ti\u00eau d\u00f9ng li\u00ean k\u1ebft c\u00e1c ph\u1ea9m ch\u1ea5t t\u00edch c\u1ef1c \u0111\u00f3 v\u1edbi th\u01b0\u01a1ng hi\u1ec7u.\u00a0<\/span><\/p>\n

        \u201cH\u00e0o quang\u201d t\u1eeb influencers c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c truy\u1ec1n qua s\u1ea3n ph\u1ea9m\/ d\u1ecbch v\u1ee5 m\u00e0 h\u1ecd qu\u1ea3ng c\u00e1o hay s\u1eed d\u1ee5ng. Ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u00f3 xu h\u01b0\u1edbng tin r\u1eb1ng nh\u1eefng ng\u01b0\u1eddi n\u1ed5i ti\u1ebfng hay c\u00f3 t\u1ea7m \u1ea3nh h\u01b0\u1edfng l\u00e0 nh\u1eefng ng\u01b0\u1eddi uy t\u00edn, v\u00e0 c\u00e1c s\u1ea3n ph\u1ea9m h\u1ecd d\u00f9ng \u0111\u1ec1u l\u00e0 c\u00e1c s\u1ea3n ph\u1ea9m t\u1ed1t, hi\u1ec7u qu\u1ea3, th\u1eadm ch\u00ed l\u00e0 cao c\u1ea5p. Do \u0111\u00f3, vi\u1ec7c mua h\u00e0ng theo influencers l\u00e0 m\u1ed9t xu h\u01b0\u1edbng mua s\u1eafm hi\u1ec7n nay.<\/span><\/p>\n

        V\u00ec v\u1eady, y\u1ebfu t\u1ed1 c\u1ed1t l\u00f5i \u0111\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c nh\u1eefng k\u1ebft qu\u1ea3 t\u00edch c\u1ef1c l\u00e0 ch\u1ecdn l\u1ef1a \u0111\u00fang influencers ph\u00f9 h\u1ee3p v\u1edbi gi\u00e1 tr\u1ecb v\u00e0 th\u00f4ng \u0111i\u1ec7p th\u01b0\u01a1ng hi\u1ec7u mu\u1ed1n truy\u1ec1n t\u1ea3i.<\/span><\/p>\n

        V\u00ed d\u1ee5, n\u0103m 1984, Nike \u0111\u00e3 n\u1eafm b\u1eaft c\u01a1 h\u1ed9i k\u00fd h\u1ee3p \u0111\u1ed3ng qu\u1ea3ng c\u00e1o v\u1edbi Michael Jordan, m\u1ed9t c\u1ea7u th\u1ee7 b\u00f3ng r\u1ed5 \u0111ang tr\u00ean \u0111\u00e0 th\u0103ng hoa c\u1ee7a s\u1ef1 nghi\u1ec7p. M\u00e0n tr\u00ecnh di\u1ec5n xu\u1ea5t s\u1eafc c\u1ee7a Michael Jordan trong m\u00f9a gi\u1ea3i \u0111\u00f3 \u0111\u00e3 \u0111em l\u1ea1i s\u1ef1 t\u0103ng tr\u01b0\u1edfng \u0111\u00e1ng kinh ng\u1ea1c cho doanh thu c\u1ee7a Nike.\u00a0 Nike kh\u00f4ng ch\u1ec9 tr\u00e1nh kh\u1ecfi thua l\u1ed7, m\u00e0 c\u00f2n thu v\u1ec1 900 tri\u1ec7u USD v\u00e0o cu\u1ed1i n\u0103m 1984.\u00a0<\/span><\/p>\n

        Sau \u0111\u00f3, Michael Jordan nhanh ch\u00f3ng tr\u1edf th\u00e0nh m\u1ed9t bi\u1ec3u t\u01b0\u1ee3ng th\u1eddi trang v\u00e0 th\u1ec3 thao trong gi\u1edbi tr\u1ebb M\u1ef9, \u0111i\u1ec1u n\u00e0y \u0111\u00e3 th\u00fac \u0111\u1ea9y th\u00e0nh c\u00f4ng v\u01b0\u1ee3t tr\u1ed9i c\u1ee7a d\u00f2ng s\u1ea3n ph\u1ea9m gi\u00e0y th\u1ec3 thao Nike Air Jordan. N\u0103m 1997, khi M.Jordan \u0111\u1ea1t danh hi\u1ec7u v\u00f4 \u0111\u1ecbch th\u1ee9 5 trong s\u1ef1 nghi\u1ec7p, doanh thu c\u1ee7a Nike \u0111\u00e3 \u0111\u1ea1t m\u1ed1c 9,19 t\u1ef7 USD.<\/span><\/p>\n

        \u0110\u1ec3 th\u00e0nh c\u00f4ng trong th\u1ebf gi\u1edbi kinh doanh, c\u00e1c doanh nghi\u1ec7p n\u00ean hi\u1ec3u r\u00f5 hi\u1ec7u \u1ee9ng h\u00e0o quang v\u00e0 s\u1eed d\u1ee5ng n\u00f3 m\u1ed9t c\u00e1ch linh ho\u1ea1t. Hi\u1ec7u \u1ee9ng h\u00e0o quang c\u00f3 th\u1ec3 gi\u00fap cho c\u00e1c th\u00f4ng \u0111i\u1ec7p v\u00e0 qu\u1ea3ng c\u00e1o c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c nh\u1eadn bi\u1ebft v\u00e0 g\u1eafn li\u1ec1n v\u1edbi \u0111i\u1ec3m m\u1ea1nh \u1ea5n t\u01b0\u1ee3ng. \u0110\u1ed1i v\u1edbi kh\u00e1ch h\u00e0ng, nh\u1eefng \u1ea5n t\u01b0\u1ee3ng t\u00edch c\u1ef1c v\u1ec1 m\u1ed9t s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 c\u00f3 th\u1ec3 lan t\u1ecfa v\u00e0 tr\u1edf th\u00e0nh d\u1ea5u \u1ea5n cho to\u00e0n b\u1ed9 th\u01b0\u01a1ng hi\u1ec7u.<\/span><\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

        Hi\u1ec7u \u1ee9ng h\u00e0o quang \u0111\u01b0\u1ee3c ph\u00e1t hi\u1ec7n b\u1edfi nh\u00e0 t\u00e2m l\u00fd h\u1ecdc Edward Thorndike v\u00e0o n\u0103m 1920. T\u1eeb \u0111\u00f3, hi\u1ec7u \u1ee9ng n\u00e0y \u0111\u01b0\u1ee3c nghi\u00ean c\u1ee9u v\u00e0 \u00e1p d\u1ee5ng r\u1ed9ng r\u00e3i trong nhi\u1ec1u l\u0129nh v\u1ef1c, \u0111\u1eb7c bi\u1ec7t l\u00e0 trong marketing. Hi\u1ec7u \u1ee9ng h\u00e0o quang \u0111\u00e3 gi\u00fap Nike ph\u00e1t tri\u1ec3n d\u00f2ng s\u1ea3n ph\u1ea9m Nike Air Jordan b\u1ec1n v\u1eefng v\u00e0 m\u1ea1nh m\u1ebd, gi\u00fap Nike \u0111\u1ea1t \u0111\u01b0\u1ee3c doanh thu v\u01b0\u1ee3t tr\u1ed9i 9,19 t\u1ef7 USD v\u00e0o n\u0103m 1997.<\/span><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[191],"tags":[],"_links":{"self":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/53069"}],"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=53069"}],"version-history":[{"count":0,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/53069\/revisions"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=53069"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=53069"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=53069"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}