{"id":53176,"date":"2023-12-20T06:32:40","date_gmt":"2023-12-19T23:32:40","guid":{"rendered":"https:\/\/masterskills.org\/blog\/phat-trien-kinh-doanh-qua-mo-hinh-tai-san-thuong-hieu-david-aaker.html"},"modified":"2023-12-20T06:32:40","modified_gmt":"2023-12-19T23:32:40","slug":"phat-trien-kinh-doanh-qua-mo-hinh-tai-san-thuong-hieu-david-aaker","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/phat-trien-kinh-doanh-qua-mo-hinh-tai-san-thuong-hieu-david-aaker.html","title":{"rendered":"Ph\u00e1t tri\u1ec3n kinh doanh qua m\u00f4 h\u00ecnh t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u David Aaker"},"content":{"rendered":"
Theo Philip Kotler, t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u l\u00e0 gi\u00e1 tr\u1ecb gia t\u0103ng c\u1ee7a s\u1ea3n ph\u1ea9m v\u00e0 d\u1ecbch v\u1ee5. T\u00e0i s\u1ea3n n\u00e0y c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c ph\u1ea3n \u00e1nh trong c\u00e1ch ng\u01b0\u1eddi ti\u00eau d\u00f9ng suy ngh\u0129, c\u1ea3m nh\u1eadn v\u00e0 h\u00e0nh \u0111\u1ed9ng \u0111\u1ed1i v\u1edbi th\u01b0\u01a1ng hi\u1ec7u, c\u0169ng nh\u01b0 gi\u00e1 c\u1ea3, th\u1ecb ph\u1ea7n v\u00e0 l\u1ee3i nhu\u1eadn m\u00e0 th\u01b0\u01a1ng hi\u1ec7u mang l\u1ea1i cho c\u00f4ng ty.<\/span><\/p>\n

Tuy nhi\u00ean, c\u0169ng c\u00f3 nh\u1eefng \u0111\u1ecbnh ngh\u0129a kh\u00e1c v\u1ec1 t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u. Nh\u00ecn chung, t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u l\u00e0 m\u1ed9t kh\u00e1i ni\u1ec7m r\u1ed9ng l\u1edbn v\u00e0 tr\u1eebu t\u01b0\u1ee3ng.\u00a0<\/span><\/p>\n

\u0110\u1ec3 x\u00e2y d\u1ef1ng m\u1ed9t t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u b\u1ec1n v\u1eefng, doanh nghi\u1ec7p c\u1ea7n ph\u1ed1i h\u1ee3p nhi\u1ec1u y\u1ebfu t\u1ed1 kh\u00e1c nhau. Trong qu\u00e1 tr\u00ecnh nghi\u00ean c\u1ee9u v\u1ec1 c\u00e1c y\u1ebfu t\u1ed1 n\u00e0y, David Aaker \u0111\u00e3 x\u00e2y d\u1ef1ng m\u00f4 h\u00ecnh t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u.<\/span><\/p>\n

\"M\u00f4<\/p>\n

M\u00f4 h\u00ecnh t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a Aaker<\/p>\n<\/div>\n

David Aaker l\u00e0 ai?<\/b><\/h2>\n

David Aaker l\u00e0 m\u1ed9t chuy\u00ean gia th\u01b0\u01a1ng hi\u1ec7u n\u1ed5i ti\u1ebfng ng\u01b0\u1eddi M\u1ef9; \u00d4ng \u0111\u01b0\u1ee3c bi\u1ebft \u0111\u1ebfn r\u1ed9ng r\u00e3i khi \u0111\u01b0a ra m\u00f4 h\u00ecnh nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u (BIPM) v\u00e0 m\u00f4 h\u00ecnh t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u (Brand Equity Model). David Aaker c\u0169ng l\u00e0 t\u00e1c gi\u1ea3 h\u00e0ng \u0111\u1ea7u trong l\u0129nh v\u1ef1c ti\u1ebfp th\u1ecb v\u00e0 th\u01b0\u01a1ng hi\u1ec7u, \u0111\u1ed3ng th\u1eddi \u0111\u01b0\u1ee3c vinh danh l\u00e0 gi\u00e1o s\u01b0 danh d\u1ef1 t\u1ea1i \u0110\u1ea1i h\u1ecdc California.<\/span><\/p>\n

M\u00f4 h\u00ecnh Brand Equity c\u1ee7a Aaker l\u1ea7n \u0111\u1ea7u ti\u00ean xu\u1ea5t hi\u1ec7n trong m\u1ed9t b\u00e0i b\u00e1o \u0111\u01b0\u1ee3c c\u00f4ng b\u1ed1 v\u00e0o n\u0103m 1991. M\u00f4 h\u00ecnh n\u00e0y t\u1eadp trung ph\u00e2n t\u00edch c\u00e1c y\u1ebfu t\u1ed1 c\u1ed1t l\u00f5i d\u1eabn \u0111\u1ebfn s\u1ef1 h\u00ecnh th\u00e0nh c\u00e1c gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u.<\/span><\/p>\n

M\u00f4 h\u00ecnh t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a David Aaker l\u00e0 g\u00ec?<\/b><\/h2>\n

M\u00f4 h\u00ecnh t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a Aaker th\u1ec3 hi\u1ec7n s\u1ef1 k\u1ebft h\u1ee3p gi\u1eefa c\u00e1c y\u1ebfu t\u1ed1 c\u00f3 th\u1ec3 gi\u00fap doanh nghi\u1ec7p t\u0103ng gi\u00e1 tr\u1ecb c\u1ee7a s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 v\u00e0 mang l\u1ea1i nhi\u1ec1u h\u01a1n gi\u00e1 tr\u1ecb cho kh\u00e1ch h\u00e0ng. Theo Aaker, c\u00f3 5 y\u1ebfu t\u1ed1 \u0111\u1ec3 t\u1ea1o n\u00ean t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u cho doanh nghi\u1ec7p l\u00e0:<\/span><\/p>\n

    \n
  • Li\u00ean t\u01b0\u1edfng th\u01b0\u01a1ng hi\u1ec7u<\/span><\/li>\n
  • L\u00f2ng trung th\u00e0nh th\u01b0\u01a1ng hi\u1ec7u<\/span><\/li>\n
  • Nh\u1eadn th\u1ee9c v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u<\/span><\/li>\n
  • Ch\u1ea5t l\u01b0\u1ee3ng c\u1ea3m nh\u1eadn<\/span><\/li>\n
  • T\u00e0i s\u1ea3n s\u1edf h\u1eefu<\/span><\/li>\n<\/ul>\n
    \"M\u00f4<\/p>\n

    M\u00f4 h\u00ecnh gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a Aaker g\u1ed3m 5 y\u1ebfu t\u1ed1<\/p>\n<\/div>\n

    Theo m\u00f4 h\u00ecnh c\u1ee7a Aaker th\u00ec:<\/span><\/p>\n

      \n
    • T\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ecbnh h\u01b0\u1edbng kh\u00e1ch h\u00e0ng\u00a0v\u00e0 gi\u00fap h\u1ecd\u00a0t\u00ecm hi\u1ec3u nhi\u1ec1u th\u00f4ng tin h\u01a1n v\u1ec1 doanh nghi\u1ec7p.<\/span><\/li>\n
    • T\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u\u00a0c\u00f3 th\u1ec3 l\u00e0m t\u0103ng s\u1ef1 t\u1ef1 tin c\u1ee7a kh\u00e1ch h\u00e0ng trong quy\u1ebft \u0111\u1ecbnh mua s\u1eafm c\u1ee7a h\u1ecd b\u1edfi s\u1ef1 quen thu\u1ed9c.<\/span><\/li>\n
    • T\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u\u00a0gi\u00fap t\u0103ng s\u1ef1 h\u00e0i l\u00f2ng c\u1ee7a kh\u00e1ch h\u00e0ng v\u00e0 khi\u1ebfn h\u1ecd c\u1ea3m th\u1ea5y t\u1ef1 tin v\u1ec1 ch\u1ea5t l\u01b0\u1ee3ng c\u1ee7a d\u1ecbch v\u1ee5 ho\u1eb7c s\u1ea3n ph\u1ea9m.\u00a0<\/span><\/li>\n<\/ul>\n

      5 th\u00e0nh ph\u1ea7n c\u1ee7a gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u trong m\u00f4 h\u00ecnh c\u1ee7a Aaker<\/b><\/h2>\n

      D\u01b0\u1edbi \u0111\u00e2y l\u00e0 ph\u00e2n t\u00edch chi ti\u1ebft v\u1ec1 c\u00e1c y\u1ebfu t\u1ed1 trong m\u00f4 h\u00ecnh c\u1ee7a Aaker, m\u1eddi b\u1ea1n tham kh\u1ea3o.<\/span><\/p>\n

      Nh\u1eadn th\u1ee9c v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u<\/b><\/h3>\n

      S\u1ef1 nh\u1eadn th\u1ee9c \u0111\u1ec1 c\u1eadp \u0111\u1ebfn m\u1ee9c \u0111\u1ed9 quen thu\u1ed9c c\u1ee7a c\u00f4ng ch\u00fang \u0111\u1ed1i v\u1edbi th\u01b0\u01a1ng hi\u1ec7u. V\u00ed d\u1ee5: N\u1ebfu h\u1ea7u h\u1ebft m\u1ecdi ng\u01b0\u1eddi trong m\u1ed9t khu v\u1ef1c bi\u1ebft t\u00ean c\u1ee7a m\u1ed9t c\u00f4ng ty v\u00e0 hi\u1ec3u h\u1ecd kinh doanh g\u00ec, th\u00ec m\u1ee9c nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a c\u00f4ng ty \u0111\u00f3 cao.\u00a0<\/span><\/p>\n

      Theo m\u00f4 h\u00ecnh Aaker, c\u00e1c doanh nghi\u1ec7p c\u00f3 m\u1ee9c \u0111\u1ed9 nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u cao c\u00f3 th\u1ec3 s\u1eed d\u1ee5ng \u01b0u th\u1ebf n\u00e0y \u0111\u1ec3 thu h\u00fat nhi\u1ec1u kh\u00e1ch h\u00e0ng h\u01a1n. B\u00ean c\u1ea1nh \u0111\u00f3, y\u1ebfu t\u1ed1 n\u00e0y c\u0169ng l\u00e0m cho kh\u00e1ch h\u00e0ng t\u1ef1 tin h\u01a1n khi quy\u1ebft \u0111\u1ecbnh mua s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 c\u1ee7a c\u00f4ng ty \u0111\u00f3.<\/span><\/p>\n

      \"Doanh<\/p>\n

      Doanh nghi\u1ec7p d\u1ec5 d\u00e0ng thu h\u00fat kh\u00e1ch h\u00e0ng h\u01a1n n\u1ebfu c\u00f3 \u0111\u1ed9 nh\u1eadn di\u1ec7n cao<\/p>\n<\/div>\n

      Li\u00ean t\u01b0\u1edfng th\u01b0\u01a1ng hi\u1ec7u<\/b><\/h3>\n

      Th\u00e0nh ph\u1ea7n n\u00e0y \u0111o l\u01b0\u1eddng m\u1ed1i quan h\u1ec7 m\u00e0 kh\u00e1ch h\u00e0ng c\u00f3 v\u1edbi m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u. Nh\u1eefng m\u1ed1i quan t\u00e2m n\u00e0y c\u00f3 th\u1ec3 bao g\u1ed3m th\u00f4ng tin m\u00e0 kh\u00e1ch h\u00e0ng \u0111\u00e3 thu th\u1eadp v\u1ec1 c\u00f4ng ty. V\u00ed d\u1ee5: N\u1ebfu kh\u00e1ch h\u00e0ng c\u1ea3m th\u1ea5y vui v\u1ebb khi nghe \u0111\u1ebfn m\u1ed9t c\u00f4ng ty th\u00ec h\u1ecd c\u00f3 m\u1ed9t m\u1ed1i quan h\u1ec7 t\u00edch c\u1ef1c v\u1edbi th\u01b0\u01a1ng hi\u1ec7u \u0111\u00f3. M\u1ed1i quan h\u1ec7 th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3 gi\u00fap t\u1ea1o ra m\u1ed9t th\u00e1i \u0111\u1ed9 t\u00edch c\u1ef1c \u0111\u1ed1i v\u1edbi m\u1ed9t c\u00f4ng ty, khuy\u1ebfn kh\u00edch kh\u00e1ch h\u00e0ng mua s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 c\u1ee7a c\u00f4ng ty \u0111\u00f3.<\/span><\/p>\n

      Ch\u1ea5t l\u01b0\u1ee3ng c\u1ea3m nh\u1eadn<\/b><\/h3>\n

      Ch\u1ea5t l\u01b0\u1ee3ng c\u1ea3m nh\u1eadn li\u00ean quan \u0111\u1ebfn vi\u1ec7c ng\u01b0\u1eddi d\u00f9ng hi\u1ec3u bi\u1ebft v\u1ec1 s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u \u0111\u00f3. V\u00ed d\u1ee5: N\u1ebfu m\u1ed9t c\u00f4ng ty b\u00e1n s\u1ea3n ph\u1ea9m c\u00f3 gi\u00e1 cao h\u01a1n \u0111\u1ed1i th\u1ee7 th\u00ec kh\u00e1ch h\u00e0ng c\u00f3 th\u1ec3 c\u1ea3m nh\u1eadn ch\u1ea5t l\u01b0\u1ee3ng s\u1ea3n ph\u1ea9m c\u1ee7a c\u00f4ng ty n\u00e0y cao h\u01a1n.<\/span><\/p>\n

      C\u1ea3m nh\u1eadn v\u1ec1 ch\u1ea5t l\u01b0\u1ee3ng c\u1ee7a m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3 khi\u1ebfn kh\u00e1ch h\u00e0ng c\u1ea3m th\u1ea5y th\u01b0\u01a1ng hi\u1ec7u \u0111\u00e1ng tin c\u1eady. Ngo\u00e0i ra, y\u1ebfu t\u1ed1 n\u00e0y c\u0169ng t\u1ea1o s\u1ef1 kh\u00e1c bi\u1ec7t c\u1ee7a doanh nghi\u1ec7p so v\u1edbi c\u00e1c \u0111\u1ed1i th\u1ee7 c\u00f9ng l\u0129nh v\u1ef1c.<\/span><\/p>\n

      L\u00f2ng trung th\u00e0nh th\u01b0\u01a1ng hi\u1ec7u<\/b><\/h3>\n

      L\u00f2ng trung th\u00e0nh th\u01b0\u01a1ng hi\u1ec7u \u0111o l\u01b0\u1eddng m\u1ee9c \u0111\u1ed9 \u1ee7ng h\u1ed9 m\u00e0 kh\u00e1ch h\u00e0ng d\u00e0nh cho m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u. V\u00ed d\u1ee5: M\u1ed9t kh\u00e1ch h\u00e0ng th\u01b0\u1eddng mua b\u1ed9t gi\u1eb7t c\u1ee7a c\u00f4ng ty A th\u00ec \u0111i\u1ec1u n\u00e0y th\u1ec3 hi\u1ec7n l\u00f2ng trung th\u00e0nh c\u1ee7a h\u1ecd v\u1edbi th\u01b0\u01a1ng hi\u1ec7u \u0111\u00f3.<\/span><\/p>\n

      D\u1ef1a v\u00e0o m\u00f4 h\u00ecnh Aaker, s\u1ef1 trung th\u00e0nh v\u1edbi th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3 gi\u00fap doanh nghi\u1ec7p t\u1eadp trung duy tr\u00ec t\u1ec7p kh\u00e1ch h\u00e0ng n\u00e0y v\u00e0 gi\u1ea3m chi ph\u00ed ti\u1ebfp th\u1ecb. B\u00ean c\u1ea1nh \u0111\u00f3, s\u1ef1 trung th\u00e0nh c\u0169ng t\u1ea1o s\u1ef1 \u01b0u th\u1ebf so v\u1edbi c\u00e1c \u0111\u1ed1i th\u1ee7 c\u00f9ng ng\u00e0nh.<\/span><\/p>\n

      \"L\u00f2ng<\/p>\n

      L\u00f2ng trung th\u00e0nh th\u01b0\u01a1ng hi\u1ec7u gi\u00fap gi\u1eef ch\u00e2n kh\u00e1ch h\u00e0ng c\u0169<\/p>\n<\/div>\n

      T\u00e0i s\u1ea3n s\u1edf h\u1eefu<\/b><\/h3>\n

      T\u00e0i s\u1ea3n v\u00f4 h\u00ecnh l\u00e0 ph\u1ea7n cu\u1ed1i c\u00f9ng c\u1ee7a gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u trong m\u00f4 h\u00ecnh Aaker. T\u00e0i s\u1ea3n c\u00f3 th\u1ec3 l\u00e0 b\u1eb1ng s\u00e1ng ch\u1ebf, b\u1ea3n quy\u1ec1n ho\u1eb7c s\u1edf h\u1eefu tr\u00ed tu\u1ec7. M\u1eb7c d\u00f9 nh\u1eefng t\u00e0i s\u1ea3n n\u00e0y kh\u00f4ng c\u00f3 qu\u00e1 nhi\u1ec1u gi\u00e1 tr\u1ecb v\u1ec1 ti\u1ec1n t\u1ec7 nh\u01b0ng ch\u00fang c\u00f3 th\u1ec3 n\u00e2ng cao danh ti\u1ebfng c\u1ee7a c\u00f4ng ty. Theo m\u00f4 h\u00ecnh Aaker, vi\u1ec7c ph\u00e1t tri\u1ec3n t\u00e0i s\u1ea3n \u0111\u1ed9c quy\u1ec1n c\u0169ng c\u00f3 th\u1ec3 gi\u00fap doanh nghi\u1ec7p t\u1ea1o ra l\u1ee3i th\u1ebf so v\u1edbi \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh.<\/span><\/p>\n

      \u00dd ngh\u0129a m\u00f4 h\u00ecnh t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a Aaker trong Marketing<\/b><\/h2>\n

      Theo m\u00f4 h\u00ecnh c\u1ee7a Aaker, t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u mang \u0111\u1ebfn gi\u00e1 tr\u1ecb cho c\u1ea3 kh\u00e1ch h\u00e0ng v\u00e0 doanh nghi\u1ec7p.\u00a0<\/span><\/p>\n

      G\u00f3c \u0111\u1ed9 kh\u00e1ch h\u00e0ng<\/b><\/h3>\n

      M\u00f4 h\u00ecnh c\u1ee7a Aaker s\u1ebd gi\u00fap kh\u00e1ch h\u00e0ng:<\/span><\/p>\n

        \n
      • T\u00ecm v\u00e0 mua s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 d\u1ec5 d\u00e0ng h\u01a1n.<\/span><\/li>\n
      • Ph\u00e2n bi\u1ec7t s\u1ea3n ph\u1ea9m doanh nghi\u1ec7p v\u1edbi c\u00e1c th\u01b0\u01a1ng hi\u1ec7u kh\u00e1c.\u00a0<\/span><\/li>\n
      • Th\u1ec3 hi\u1ec7n phong c\u00e1ch ri\u00eang, \u0111\u1eb7c tr\u01b0ng c\u1ee7a s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5.<\/span><\/li>\n
      • \u0110\u1ea3m b\u1ea3o s\u1ef1 tin c\u1eady trong vi\u1ec7c s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 c\u1ee7a doanh nghi\u1ec7p.<\/span><\/li>\n
      • C\u1ea3m th\u1ea5y h\u00e0i l\u00f2ng v\u00e0 th\u1ecfa m\u00e3n khi t\u01b0\u01a1ng t\u00e1c ho\u1eb7c mua s\u1eafm v\u1edbi th\u01b0\u01a1ng hi\u1ec7u.<\/span><\/li>\n
      • R\u00fat ng\u1eafn quy tr\u00ecnh mua, ti\u1ebft ki\u1ec7m th\u1eddi gian ch\u1ecdn l\u1ef1a.<\/span><\/li>\n<\/ul>\n

        G\u00f3c \u0111\u1ed9 doanh nghi\u1ec7p<\/b><\/h3>\n

        M\u00f4 h\u00ecnh t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u gi\u00fap doanh nghi\u1ec7p:\u00a0<\/span><\/p>\n

          \n
        • S\u1eed d\u1ee5ng c\u00e1c ph\u01b0\u01a1ng ti\u1ec7n truy\u1ec1n th\u00f4ng, qu\u1ea3ng c\u00e1o ho\u1eb7c s\u1ea3n ph\u1ea9m \u0111\u1ec3 t\u1ea1o s\u1ef1 nh\u1eafc nh\u1edf v\u00e0 k\u1ef7 ni\u1ec7m v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u v\u1edbi kh\u00e1ch h\u00e0ng.<\/span><\/li>\n
        • T\u1ea1o s\u1ef1 k\u00edch th\u00edch, \u0111\u1ed9ng vi\u00ean cho ng\u01b0\u1eddi ti\u00eau d\u00f9ng, th\u00fac \u0111\u1ea9y h\u1ecd quan t\u00e2m v\u00e0 mua s\u1eafm s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5.<\/span><\/li>\n
        • X\u00e2y d\u1ef1ng l\u00f2ng tin v\u00e0 t\u1ea1o \u1ea5n t\u01b0\u1ee3ng t\u00edch c\u1ef1c \u0111\u1ed1i v\u1edbi kh\u00e1ch h\u00e0ng,<\/span><\/li>\n
        • T\u1ea1o m\u00f4i tr\u01b0\u1eddng v\u00e0 c\u01a1 s\u1edf \u0111\u1ec3 kh\u00e1ch h\u00e0ng c\u1ea3m th\u1ea5y th\u00e2n thi\u1ec7n v\u1edbi th\u01b0\u01a1ng hi\u1ec7u v\u00e0 cam k\u1ebft \u1ee7ng h\u1ed9 l\u00e2u d\u00e0i.<\/span><\/li>\n
        • X\u00e1c \u0111\u1ecbnh v\u00e0 ph\u00e1t tri\u1ec3n c\u00e1c y\u1ebfu t\u1ed1 \u0111\u1ed9c \u0111\u00e1o v\u00e0 \u0111\u1eb7c bi\u1ec7t c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u.<\/span><\/li>\n
        • Duy tr\u00ec v\u00e0 c\u1ee7ng c\u1ed1 l\u00f2ng trung th\u00e0nh t\u1eeb ph\u00eda kh\u00e1ch h\u00e0ng, gi\u00fap h\u1ecd kh\u00f4ng ch\u1ec9 mua s\u1eafm th\u01b0\u1eddng xuy\u00ean m\u00e0 c\u00f2n \u1ee7ng h\u1ed9 v\u00e0 tin t\u01b0\u1edfng th\u01b0\u01a1ng hi\u1ec7u.<\/span><\/li>\n
        • T\u1eadn d\u1ee5ng t\u00e0i nguy\u00ean hi\u1ec7u qu\u1ea3, gi\u1ea3m b\u1edbt chi ph\u00ed li\u00ean quan \u0111\u1ebfn ti\u1ebfp th\u1ecb v\u00e0 qu\u1ea3ng c\u00e1o, \u0111\u1ed3ng th\u1eddi \u0111\u1ea3m b\u1ea3o hi\u1ec7u su\u1ea5t ti\u1ebfp th\u1ecb t\u1ed1t h\u01a1n.<\/span><\/li>\n
        • B\u1ea3o v\u1ec7 v\u00e0 gia t\u0103ng th\u1ecb ph\u1ea7n th\u1ecb tr\u01b0\u1eddng.<\/span><\/li>\n
        • Ph\u00e1t tri\u1ec3n chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ec3 thu h\u00fat v\u00e0 ghi d\u1ea5u s\u1ef1 quan t\u00e2m t\u1eeb ph\u00eda kh\u00e1ch h\u00e0ng m\u1edbi, m\u1edf r\u1ed9ng th\u1ecb tr\u01b0\u1eddng v\u00e0 t\u1ea1o th\u00eam c\u01a1 h\u1ed9i kinh doanh.<\/span><\/li>\n
        • T\u1ed1i \u01b0u h\u00f3a c\u01a1 h\u1ed9i \u0111\u1ec3 t\u1ea1o ra l\u1ee3i nhu\u1eadn l\u1edbn th\u00f4ng qua c\u00e1c s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 \u0111\u1ed9c \u0111\u00e1o, gi\u00e1 tr\u1ecb v\u00e0 c\u00f3 s\u1ee9c h\u1ea5p d\u1eabn cho th\u1ecb tr\u01b0\u1eddng.<\/span><\/li>\n<\/ul>\n

          \u1ee8ng d\u1ee5ng m\u00f4 h\u00ecnh brand equity v\u00e0o doanh nghi\u1ec7p nh\u01b0 th\u1ebf n\u00e0o?<\/b><\/h2>\n

          \u0110\u1ec3 b\u1eaft \u0111\u1ea7u \u1ee9ng d\u1ee5ng m\u00f4 h\u00ecnh t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u, c\u00e1c doanh nghi\u1ec7p c\u00f3 th\u1ec3 tham kh\u1ea3o m\u1ed9t s\u1ed1 c\u00e1ch sau:\u00a0<\/span><\/p>\n

          C\u1ea3i ti\u1ebfn s\u1ea3n ph\u1ea9m v\u00e0 d\u1ecbch v\u1ee5<\/h3>\n

          Ch\u1ea5t l\u01b0\u1ee3ng c\u1ee7a s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5 l\u00e0 tr\u1ee5 c\u1ed9t quan tr\u1ecdng trong vi\u1ec7c x\u00e2y d\u1ef1ng Brand Equity. T\u1ea5t c\u1ea3 n\u1ed7 l\u1ef1c ti\u1ebfp th\u1ecb s\u1ebd tr\u1edf n\u00ean v\u00f4 ngh\u0129a n\u1ebfu thi\u1ebfu \u0111i y\u1ebfu t\u1ed1 n\u00e0y.<\/span><\/p>\n

          Khi m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u cung c\u1ea5p s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5 c\u00f3 ch\u1ea5t l\u01b0\u1ee3ng k\u00e9m, kh\u00e1ch h\u00e0ng s\u1ebd nhanh ch\u00f3ng quay l\u01b0ng v\u00e0 t\u00ecm ki\u1ebfm nh\u00e0 cung c\u1ea5p kh\u00e1c. Thay v\u00ec li\u00ean t\u1ee5c tung ra th\u1ecb tr\u01b0\u1eddng s\u1ea3n ph\u1ea9m m\u1edbi, doanh nghi\u1ec7p n\u00ean t\u1eadp trung c\u1ea3i ti\u1ebfn 1-2 s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 c\u1ed1t l\u00f5i.<\/span><\/p>\n

          \"C\u1ea7n<\/p>\n

          C\u1ea7n c\u1ea3i ti\u1ebfn s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5 \u0111\u1ec3 \u0111\u00e1p \u1ee9ng nhu c\u1ea7u c\u1ee7a kh\u00e1ch h\u00e0ng<\/p>\n<\/div>\n

          \u0110\u1ea3m b\u1ea3o nh\u1ea5t qu\u00e1n th\u01b0\u01a1ng hi\u1ec7u<\/h3>\n

          T\u00ednh nh\u1ea5t qu\u00e1n c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u l\u00e0 \u0111i\u1ec3m m\u1ea5y ch\u1ed1t \u0111\u1ec3 kh\u00e1ch h\u00e0ng c\u1ea3m nh\u1eadn \u0111\u01b0\u1ee3c s\u1ef1 n\u1ed5i b\u1eadt c\u1ee7a doanh nghi\u1ec7p so v\u1edbi \u0111\u1ed1i th\u1ee7. S\u1ef1 nh\u1ea5t qu\u00e1n c\u1ea7n th\u1ec3 hi\u1ec7n \u1edf m\u1ecdi kh\u00eda c\u1ea1nh t\u1eeb th\u00f4ng \u0111i\u1ec7p \u0111\u1ebfn c\u00e1ch t\u01b0\u01a1ng t\u00e1c v\u1edbi kh\u00e1ch h\u00e0ng. \u0110\u1ea3m b\u1ea3o duy tr\u00ec s\u1ef1 \u0111\u1ed3ng nh\u1ea5t trong ti\u1ebfp th\u1ecb l\u00e0 kh\u00eda c\u1ea1nh quan tr\u1ecdng \u0111\u1ec3 x\u00e2y d\u1ef1ng Brand Equity b\u1ec1n v\u1eefng.<\/span><\/p>\n

          T\u1eadp trung v\u00e0o gi\u00e1 tr\u1ecb c\u1ed1t l\u00f5i<\/b><\/h3>\n

          T\u1eadp trung v\u00e0o gi\u00e1 tr\u1ecb c\u1ed1t l\u00f5i l\u00e0 m\u1ed9t y\u1ebfu t\u1ed1 quan tr\u1ecdng trong vi\u1ec7c ph\u00e1t tri\u1ec3n t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh m\u1ebd. Nh\u1eefng gi\u00e1 tr\u1ecb c\u1ed1t l\u00f5i th\u1ec3 hi\u1ec7n b\u1ea3n ch\u1ea5t, t\u00f4n ch\u1ec9, v\u00e0 \u0111\u1ecbnh h\u01b0\u1edbng c\u1ee7a m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u. Ch\u00fang l\u00e0 nh\u1eefng nguy\u00ean t\u1eafc kh\u00f4ng th\u1ec3 b\u1ecf qua, \u0111\u1ecbnh \u0111\u1ea1o cho m\u1ecdi ho\u1ea1t \u0111\u1ed9ng v\u00e0 quy\u1ebft \u0111\u1ecbnh trong doanh nghi\u1ec7p.<\/span><\/p>\n

          \"N\u00ean<\/p>\n

          N\u00ean t\u1eadp trung v\u00e0o nh\u1eefng gi\u00e1 tr\u1ecb c\u1ed1t l\u00f5i c\u1ee7a doanh nghi\u1ec7p<\/p>\n<\/div>\n

          T\u1ea1o d\u1ef1ng quan h\u1ec7 b\u1ec1n ch\u1eb7t v\u1edbi kh\u00e1ch h\u00e0ng<\/h3>\n

          M\u1ed9t trong nh\u1eefng chi\u1ebfn l\u01b0\u1ee3c quan tr\u1ecdng \u0111\u1ec3 x\u00e2y d\u1ef1ng v\u00e0 duy tr\u00ec t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u b\u1ec1n v\u1eefng l\u00e0 thi\u1ebft l\u1eadp m\u1ed1i quan h\u1ec7 s\u00e2u s\u1eafc v\u1edbi kh\u00e1ch h\u00e0ng. M\u1eb7c d\u00f9 vi\u1ec7c n\u00e0y \u0111\u00f2i h\u1ecfi nhi\u1ec1u th\u1eddi gian v\u00e0 c\u00f4ng s\u1ee9c nh\u01b0ng khi h\u1ecd \u0111\u00e3 c\u00f3 k\u1ebft n\u1ed1i v\u1edbi th\u01b0\u01a1ng hi\u1ec7u th\u00ec nhi\u1ec1u kh\u1ea3 n\u0103ng h\u1ecd s\u1ebd tr\u1edf th\u00e0nh kh\u00e1ch h\u00e0ng trung th\u00e0nh.<\/span><\/p>\n

          Tham kh\u1ea3o m\u00f4 h\u00ecnh t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a Apple<\/b><\/h2>\n

          \u0110\u1ec3 hi\u1ec3u r\u00f5 h\u01a1n v\u1ec1 m\u00f4 h\u00ecnh t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a David Aaker, b\u1ea1n \u0111\u1ecdc c\u00f3 th\u1ec3 tham kh\u1ea3o v\u00ed d\u1ee5 c\u1ee7a Apple ngay d\u01b0\u1edbi \u0111\u00e2y.\u00a0<\/span><\/p>\n

          Nh\u1eadn th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u<\/b><\/h3>\n

          Apple l\u00e0 m\u1ed9t trong nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u c\u00f3 \u0111\u1ed9 nh\u1eadn di\u1ec7n l\u1edbn nh\u1edd bi\u1ec3u t\u01b0\u1ee3ng qu\u1ea3 t\u00e1o \u1ea5n t\u01b0\u1ee3ng. B\u00ean c\u1ea1nh \u0111\u00f3, ph\u00e2n ph\u1ed1i v\u00e0 ti\u1ebfp th\u1ecb c\u1ee7a Apple t\u1ea1i c\u00e1c n\u01b0\u1edbc ch\u00e2u \u00c2u kh\u00e1 m\u1ea1nh. Hi\u1ec7n nay, th\u01b0\u01a1ng hi\u1ec7u n\u00e0y c\u0169ng \u0111ang m\u1edf r\u1ed9ng kinh doanh \u1edf nhi\u1ec1u qu\u1ed1c gia v\u00e0 c\u00f3 ng\u01b0\u1eddi d\u00f9ng tr\u00ean kh\u1eafp th\u1ebf gi\u1edbi.<\/span><\/p>\n

          B\u00ean c\u1ea1nh \u0111\u00f3, Apple c\u0169ng thu h\u00fat kh\u00e1ch h\u00e0ng doanh nghi\u1ec7p nh\u1edd d\u1ecbch v\u1ee5 cho thu\u00ea s\u1ea3n ph\u1ea9m. Hi\u1ec7n nay, Trung Qu\u1ed1c l\u00e0 th\u1ecb tr\u01b0\u1eddng l\u1edbn nh\u1ea5t c\u1ee7a Iphone. Tuy nhi\u00ean, sau khi th\u1ecb tr\u01b0\u1eddng \u0111\u00e3 b\u00e3o h\u00f2a v\u1edbi nhi\u1ec1u d\u00f2ng smartphone kh\u00e1c, Apple \u0111ang t\u00ecm ki\u1ebfm nhi\u1ec1u n\u01a1i kh\u00e1c \u0111\u1ec3 ti\u00eau th\u1ee5 s\u1ea3n ph\u1ea9m.<\/span><\/p>\n

          Li\u00ean t\u01b0\u1edfng th\u01b0\u01a1ng hi\u1ec7u<\/b><\/h3>\n

          Apple lu\u00f4n t\u1ea1o s\u1ef1 li\u00ean k\u1ebft th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a h\u1ecd v\u1edbi s\u1ef1 ti\u00ean phong trong m\u1eaft kh\u00e1ch h\u00e0ng. Apple cho ra m\u1eaft h\u1ec7 \u0111i\u1ec1u h\u00e0nh di \u0111\u1ed9ng ri\u00eang (iOS) khi \u0111\u1ed1i th\u1ee7 \u0111ang s\u1eed d\u1ee5ng Android. Ngo\u00e0i ra, c\u00e1c d\u00f2ng \u0111i\u1ec7n tho\u1ea1i th\u00f4ng minh c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u n\u00e0y lu\u00f4n c\u00f3 v\u1ebb ngo\u00e0i sang tr\u1ecdng v\u00e0 mang l\u1ea1i c\u1ea3m gi\u00e1c \u0111\u1eb3ng c\u1ea5p cho ng\u01b0\u1eddi s\u1eed d\u1ee5ng. B\u00ean c\u1ea1nh \u0111\u00f3, t\u00ednh th\u00e2n thi\u1ec7n v\u1edbi ng\u01b0\u1eddi d\u00f9ng lu\u00f4n \u0111\u01b0\u1ee3c \u0111\u00e1nh gi\u00e1 cao nh\u1edd s\u1ef1 s\u00e1ng t\u1ea1o v\u00e0 \u0111\u1ed5i m\u1edbi kh\u00f4ng ng\u1eebng qua t\u1eebng n\u0103m.<\/span><\/p>\n

          \"S\u1ea3n<\/p>\n

          S\u1ea3n ph\u1ea9m c\u1ee7a Iphone c\u00f3 thi\u1ebft k\u1ebf sang tr\u1ecdng v\u00e0 mang l\u1ea1i t\u1ef1 tin cho ng\u01b0\u1eddi d\u00f9ng<\/p>\n<\/div>\n

          Ch\u1ea5t l\u01b0\u1ee3ng c\u1ea3m nh\u1eadn<\/b><\/h3>\n

          Ch\u1ea5t l\u01b0\u1ee3ng c\u1ea3m nh\u1eadn c\u1ee7a c\u00e1c s\u1ea3n ph\u1ea9m Apple \u0111\u01b0\u1ee3c \u0111\u1ecbnh h\u00ecnh b\u1edfi s\u1ef1 k\u1ebft h\u1ee3p c\u1ee7a nhi\u1ec1u y\u1ebfu t\u1ed1, bao g\u1ed3m thi\u1ebft k\u1ebf, \u0111\u1ed9 tin c\u1eady, t\u00ednh th\u00e2n thi\u1ec7n v\u1edbi ng\u01b0\u1eddi d\u00f9ng, hi\u1ec7u su\u1ea5t ph\u1ea7n m\u1ec1m, h\u1ed7 tr\u1ee3 kh\u00e1ch h\u00e0ng v\u00e0 h\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh.<\/span><\/p>\n

          Kh\u00e1ch h\u00e0ng c\u00f3 xu h\u01b0\u1edbng \u0111\u1eb7t k\u1ef3 v\u1ecdng cao khi mua s\u1ea3n ph\u1ea9m c\u1ee7a Apple v\u00e0 nh\u1eefng y\u1ebfu t\u1ed1 n\u00e0y g\u00f3p ph\u1ea7n t\u1ea1o n\u00ean nh\u1eadn th\u1ee9c t\u00edch c\u1ef1c c\u1ee7a h\u1ecd v\u1ec1 ch\u1ea5t l\u01b0\u1ee3ng s\u1ea3n ph\u1ea9m c\u1ee7a Apple.<\/span><\/p>\n

          L\u00f2ng trung th\u00e0nh<\/b><\/h3>\n

          Nhi\u1ec1u kh\u00e1ch h\u00e0ng \u0111\u00e3 chuy\u1ec3n t\u1eeb Android sang iOS nh\u01b0ng t\u1ef7 l\u1ec7 ng\u01b0\u1eddi quay l\u1ea1i t\u1eeb iOS sang Android l\u1ea1i th\u1ea5p h\u01a1n. Ngo\u00e0i ra, ng\u01b0\u1eddi ti\u00eau d\u00f9ng theo d\u00f5i m\u1ecdi s\u1ea3n ph\u1ea9m c\u1ee7a Apple ngay khi ch\u00fang c\u00f3 m\u1eb7t tr\u00ean th\u1ecb tr\u01b0\u1eddng. B\u00ean c\u1ea1nh \u0111\u00f3, nhi\u1ec1u kh\u00e1ch h\u00e0ng s\u1eb5n s\u00e0ng chi ti\u1ec1n cho c\u00e1c thi\u1ebft b\u1ecb c\u1ee7a Apple m\u00e0 kh\u00f4ng \u0111\u00e1nh gi\u00e1 qu\u00e1 k\u1ef9 l\u01b0\u1ee1ng v\u1ec1 ch\u1ea5t l\u01b0\u1ee3ng. H\u1ecd \u01b0a chu\u1ed9ng s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u n\u00e0y v\u00ec nh\u1eefng gi\u00e1 tr\u1ecb tinh th\u1ea7n.<\/span><\/p>\n

          Theo David Aaker, t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u kh\u00f4ng ng\u1eebng bi\u1ebfn \u0111\u1ed5i theo th\u1eddi gian. M\u00f4 h\u00ecnh t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u n\u00e0y c\u00f3 th\u1ec3 \u00e1p d\u1ee5ng \u1edf c\u00e1c giai \u0111o\u1ea1n ti\u1ebfp th\u1ecb kh\u00e1c nhau, bao g\u1ed3m vi\u1ec7c c\u1ea3i thi\u1ec7n nh\u1eadn th\u1ee9c v\u1ec1 s\u1ea3n ph\u1ea9m, hay t\u0103ng s\u1ef1 trung th\u00e0nh c\u1ee7a kh\u00e1ch h\u00e0ng \u0111\u1ed1i v\u1edbi th\u01b0\u01a1ng hi\u1ec7u.<\/span><\/p>\n

          Xem th\u00eam:<\/strong><\/em><\/p>\n

          Nh\u1eefng c\u00e1ch n\u00e2ng cao m\u1ee9c \u0111\u1ed9 nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u cho doanh nghi\u1ec7p<\/strong><\/em><\/p>\n

          \u0110\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ec3 tr\u1edf th\u00e0nh \u201c\u0111\u1ed1i th\u1ee7 kh\u00f4ng \u0111\u1ed1i th\u1ee7\u201d<\/strong><\/em><\/p>\n

          12 n\u1ed9i dung gi\u00fap th\u01b0\u01a1ng hi\u1ec7u t\u0103ng nh\u1eadn di\u1ec7n tr\u00ean n\u1ec1n t\u1ea3ng s\u1ed1<\/strong><\/em><\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

          Theo Philip Kotler, t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u l\u00e0 gi\u00e1 tr\u1ecb gia t\u0103ng c\u1ee7a s\u1ea3n ph\u1ea9m v\u00e0 d\u1ecbch v\u1ee5. T\u00e0i s\u1ea3n n\u00e0y c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c ph\u1ea3n \u00e1nh trong c\u00e1ch ng\u01b0\u1eddi ti\u00eau d\u00f9ng suy ngh\u0129, c\u1ea3m nh\u1eadn v\u00e0 h\u00e0nh \u0111\u1ed9ng \u0111\u1ed1i v\u1edbi th\u01b0\u01a1ng hi\u1ec7u, c\u0169ng nh\u01b0 gi\u00e1 c\u1ea3, th\u1ecb ph\u1ea7n v\u00e0 l\u1ee3i nhu\u1eadn m\u00e0 th\u01b0\u01a1ng hi\u1ec7u mang […]<\/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\/53176"}],"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=53176"}],"version-history":[{"count":0,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/53176\/revisions"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=53176"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=53176"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=53176"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}