{"id":54088,"date":"2023-12-20T09:56:37","date_gmt":"2023-12-20T02:56:37","guid":{"rendered":"https:\/\/masterskills.org\/blog\/dinh-vi-thuong-hieu-de-tro-thanh-doi-thu-khong-doi-thu.html"},"modified":"2023-12-20T09:56:37","modified_gmt":"2023-12-20T02:56:37","slug":"dinh-vi-thuong-hieu-de-tro-thanh-doi-thu-khong-doi-thu","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/dinh-vi-thuong-hieu-de-tro-thanh-doi-thu-khong-doi-thu.html","title":{"rendered":"\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"},"content":{"rendered":"
\n

\u0110\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u \u0111\u00f3ng vai tr\u00f2 quan tr\u1ecdng trong vi\u1ec7c x\u00e1c \u0111\u1ecbnh v\u1ecb tr\u00ed c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u tr\u00ean th\u1ecb tr\u01b0\u1eddng, gi\u00fap kh\u00e1ch h\u00e0ng nh\u1eadn bi\u1ebft v\u00e0 \u0111\u00e1nh gi\u00e1 \u0111\u01b0\u1ee3c gi\u00e1 tr\u1ecb c\u1ee7a s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5. V\u00ec v\u1eady, \u0111\u1ec3 \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u \u201c\u0111\u00fang-\u0111\u1ee7\u201d \u0111\u00f2i h\u1ecfi s\u1ef1 t\u00ecm hi\u1ec3u k\u1ef9 c\u00e0ng v\u1ec1 th\u1ecb tr\u01b0\u1eddng, \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng, s\u1ea3n ph\u1ea9m v\u00e0 gi\u00e1 tr\u1ecb c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u.<\/span><\/p>\n

\u0110\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u l\u00e0 g\u00ec?<\/b><\/h2>\n

\u0110\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u (Brand positioning) l\u00e0 qu\u00e1 tr\u00ecnh x\u00e1c \u0111\u1ecbnh v\u00e0 ph\u00e1t tri\u1ec3n c\u00e1c \u0111\u1eb7c \u0111i\u1ec3m v\u00e0 gi\u00e1 tr\u1ecb \u0111\u1ed9c \u0111\u00e1o c\u1ee7a m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u, \u0111\u1ec3 t\u1ea1o ra m\u1ed9t v\u1ecb tr\u00ed nh\u1ea5t \u0111\u1ecbnh trong t\u00e2m tr\u00ed kh\u00e1ch h\u00e0ng. N\u00f3 c\u00f2n \u0111\u01b0\u1ee3c hi\u1ec3u l\u00e0 chi\u1ebfn l\u01b0\u1ee3c x\u00e1c \u0111\u1ecbnh v\u1ecb tr\u00ed c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u trong th\u1ecb tr\u01b0\u1eddng v\u00e0 l\u00e0 c\u00e1ch th\u1ee9c \u0111\u1ec3 ph\u00e2n bi\u1ec7t th\u01b0\u01a1ng hi\u1ec7u v\u1edbi c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh kh\u00e1c.<\/span><\/p>\n

\u0110\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u gi\u00fap x\u00e2y d\u1ef1ng b\u1ea3n s\u1eafc th\u01b0\u01a1ng hi\u1ec7u, t\u0103ng kh\u1ea3 n\u0103ng nh\u1eadn di\u1ec7n c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u v\u00e0 thu h\u00fat kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau. N\u00f3 l\u00e0 m\u1ed9t ph\u1ea7n quan tr\u1ecdng trong chi\u1ebfn l\u01b0\u1ee3c ti\u1ebfp th\u1ecb v\u00e0 gi\u00fap cho c\u00e1c doanh nghi\u1ec7p t\u1ea1o ra l\u1ee3i th\u1ebf c\u1ea1nh tranh.<\/span><\/p>\n

\"\u0110\u1ecbnh<\/p>\n

\u0110\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u l\u00e0 g\u00ec?<\/p>\n<\/div>\n

T\u1ea7m quan tr\u1ecdng c\u1ee7a \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u<\/b><\/h2>\n

\u0110\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u l\u00e0 m\u1ed9t y\u1ebfu t\u1ed1 quan tr\u1ecdng trong chi\u1ebfn l\u01b0\u1ee3c marketing, \u0111em l\u1ea1i nhi\u1ec1u l\u1ee3i \u00edch cho doanh nghi\u1ec7p nh\u01b0:<\/span><\/p>\n

T\u0103ng \u0111\u1ed9 nh\u1eadn di\u1ec7n c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u<\/b><\/h3>\n

Theo Forbes (2021), khi \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u v\u00e0 t\u00e1i \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u \u0111\u00fang c\u00e1ch, th\u01b0\u01a1ng hi\u1ec7u s\u1ebd t\u0103ng \u0111\u01b0\u1ee3c m\u1ee9c \u0111\u1ed9 nh\u1eadn di\u1ec7n, gi\u00fap ng\u01b0\u1eddi ti\u00eau d\u00f9ng nh\u1eadn ra th\u01b0\u01a1ng hi\u1ec7u d\u1ec5 d\u00e0ng h\u01a1n.\u00a0<\/span><\/p>\n

T\u1ea1o ra s\u1ef1 kh\u00e1c bi\u1ec7t<\/b><\/h3>\n

Theo nghi\u00ean c\u1ee9u c\u1ee7a Nielsen (), vi\u1ec7c \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u l\u00e0 m\u1ed9t trong nh\u1eefng y\u1ebfu t\u1ed1 c\u1ed1t l\u00f5i \u0111\u1ec3 t\u1ea1o ra s\u1ef1 kh\u00e1c bi\u1ec7t tr\u00ean th\u1ecb tr\u01b0\u1eddng v\u00e0 gi\u00fap doanh nghi\u1ec7p thu h\u00fat kh\u00e1ch h\u00e0ng m\u1edbi. Nghi\u00ean c\u1ee9u c\u1ee7a Nielsen c\u0169ng ch\u1ec9 ra r\u1eb1ng c\u00e1c th\u01b0\u01a1ng hi\u1ec7u c\u00f3 \u0111\u1ecbnh v\u1ecb r\u00f5 r\u00e0ng v\u00e0 kh\u00e1c bi\u1ec7t tr\u00ean th\u1ecb tr\u01b0\u1eddng s\u1ebd c\u00f3 kh\u1ea3 n\u0103ng gi\u1eef ch\u00e2n kh\u00e1ch h\u00e0ng t\u1ed1t h\u01a1n.<\/span><\/p>\n

\"\u0110\u1ecbnh<\/p>\n

\u0110\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u l\u00e0 m\u1ed9t y\u1ebfu t\u1ed1 quan tr\u1ecdng, \u0111em l\u1ea1i nhi\u1ec1u l\u1ee3i \u00edch cho doanh nghi\u1ec7p<\/p>\n<\/div>\n

\u0110\u1ea9y m\u1ea1nh qu\u1ea3ng b\u00e1 th\u01b0\u01a1ng hi\u1ec7u<\/b><\/h3>\n

\u0110\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u gi\u00fap c\u00e1c nh\u00e0 qu\u1ea3ng c\u00e1o t\u1eadp trung v\u00e0o vi\u1ec7c qu\u1ea3ng b\u00e1 m\u1ed9t th\u00f4ng \u0111i\u1ec7p c\u1ee5 th\u1ec3, gi\u00fap th\u01b0\u01a1ng hi\u1ec7u truy\u1ec1n t\u1ea3i th\u00f4ng \u0111i\u1ec7p c\u1ee7a m\u00ecnh m\u1ed9t c\u00e1ch ch\u00ednh x\u00e1c v\u00e0 hi\u1ec7u qu\u1ea3 h\u01a1n (The Balance Small Business, 2021).<\/span><\/p>\n

D\u1ec5 d\u00e0ng ph\u00e1t tri\u1ec3n chi\u1ebfn l\u01b0\u1ee3c ti\u1ebfp th\u1ecb<\/b><\/h3>\n

Theo Marketing91 (2021), \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u gi\u00fap doanh nghi\u1ec7p d\u1ec5 d\u00e0ng ph\u00e1t tri\u1ec3n chi\u1ebfn l\u01b0\u1ee3c ti\u1ebfp th\u1ecb, bao g\u1ed3m c\u00e1c ho\u1ea1t \u0111\u1ed9ng qu\u1ea3ng c\u00e1o, PR, qu\u1ea3n l\u00fd m\u1ed1i quan h\u1ec7 kh\u00e1ch h\u00e0ng, v\u00e0 c\u00e1c ho\u1ea1t \u0111\u1ed9ng kh\u00e1c.\u00a0<\/span><\/p>\n

C\u00e1c chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u hi\u1ec7u qu\u1ea3<\/b><\/h2>\n

\u0110\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u l\u00e0 m\u1ed9t y\u1ebfu t\u1ed1 r\u1ea5t quan tr\u1ecdng \u0111\u1ec3 x\u00e1c \u0111\u1ecbnh v\u1ecb tr\u00ed c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u tr\u00ean th\u1ecb tr\u01b0\u1eddng. D\u01b0\u1edbi \u0111\u00e2y l\u00e0 m\u1ed9t s\u1ed1 chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u ti\u00eau bi\u1ec3u v\u00e0 hi\u1ec7u qu\u1ea3 \u0111\u1ed1i v\u1edbi nhi\u1ec1u doanh nghi\u1ec7p:<\/span><\/p>\n

\u0110\u1ecbnh v\u1ecb d\u1ef1a tr\u00ean \u0111\u1eb7c \u0111i\u1ec3m s\u1ea3n ph\u1ea9m<\/b><\/h3>\n

\u0110\u1ecbnh v\u1ecb d\u1ef1a tr\u00ean \u0111\u1eb7c \u0111i\u1ec3m s\u1ea3n ph\u1ea9m l\u00e0 m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u ph\u1ed5 bi\u1ebfn. Trong \u0111\u00f3, c\u00e1c doanh nghi\u1ec7p c\u1ea7n t\u1eadp trung v\u00e0o vi\u1ec7c ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m \u0111\u1ec3 t\u1ea1o ra c\u00e1c \u0111\u1eb7c t\u00ednh, t\u00ednh n\u0103ng v\u00e0 gi\u00e1 tr\u1ecb kh\u00e1c bi\u1ec7t, t\u1eeb \u0111\u00f3 \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u theo \u0111\u1eb7c \u0111i\u1ec3m \u0111\u00f3.\u00a0<\/span><\/p>\n

\"\u0110\u1ecbnh<\/p>\n

\u0110\u1ecbnh v\u1ecb \u0111\u00fang \u0111\u1eafn \u0111\u00e3 gi\u00fap Apple ph\u00e1t tri\u1ec3n b\u1ec1n v\u1eefng tr\u00ean th\u1ecb tr\u01b0\u1eddng<\/p>\n<\/div>\n

V\u00ed d\u1ee5 v\u1ec1 \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u: th\u01b0\u01a1ng hi\u1ec7u Apple \u0111\u00e3 \u0111\u1ecbnh v\u1ecb m\u00ecnh l\u00e0 th\u01b0\u01a1ng hi\u1ec7u cung c\u1ea5p s\u1ea3n ph\u1ea9m c\u00f4ng ngh\u1ec7 cao c\u1ea5p, t\u1eadp trung v\u00e0o t\u00ednh s\u00e1ng t\u1ea1o v\u00e0 thi\u1ebft k\u1ebf \u0111\u1eb9p m\u1eaft. \u0110i\u1ec1u n\u00e0y \u0111\u00e3 gi\u00fap Apple t\u1ea1o ra m\u1ed9t l\u01b0\u1ee3ng l\u1edbn kh\u00e1ch h\u00e0ng trung th\u00e0nh v\u1edbi s\u1ea3n ph\u1ea9m v\u00e0 ph\u00e1t tri\u1ec3n m\u1ea1nh m\u1ebd tr\u00ean th\u1ecb tr\u01b0\u1eddng c\u00f4ng ngh\u1ec7.<\/span><\/p>\n

\u0110\u1ecbnh v\u1ecb d\u1ef1a tr\u00ean \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng<\/b><\/h3>\n

\u0110\u1ecbnh v\u1ecb d\u1ef1a tr\u00ean \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng l\u00e0 vi\u1ec7c t\u1eadp trung v\u00e0o nh\u00f3m kh\u00e1ch h\u00e0ng c\u1ee5 th\u1ec3 m\u00e0 th\u01b0\u01a1ng hi\u1ec7u mu\u1ed1n nh\u1eafm \u0111\u1ebfn v\u00e0 t\u00ecm hi\u1ec3u nhu c\u1ea7u, s\u1edf th\u00edch, th\u00f3i quen mua s\u1eafm v\u00e0 mong mu\u1ed1n c\u1ee7a nh\u00f3m \u0111\u00f3. \u0110\u1ecbnh v\u1ecb n\u00e0y gi\u00fap cho th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3 ph\u00e1t tri\u1ec3n c\u00e1c s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 v\u00e0 chi\u1ebfn l\u01b0\u1ee3c marketing ph\u00f9 h\u1ee3p v\u1edbi \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau, t\u1eeb \u0111\u00f3 t\u0103ng c\u01b0\u1eddng s\u1ef1 li\u00ean k\u1ebft v\u00e0 trung th\u00e0nh c\u1ee7a kh\u00e1ch h\u00e0ng v\u1edbi th\u01b0\u01a1ng hi\u1ec7u.<\/span><\/p>\n

M\u1ed9t s\u1ed1 th\u01b0\u01a1ng hi\u1ec7u \u0111\u00e3 s\u1eed d\u1ee5ng \u0111\u1ecbnh v\u1ecb d\u1ef1a tr\u00ean \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng bao g\u1ed3m:<\/span><\/p>\n

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  • Th\u01b0\u01a1ng hi\u1ec7u Victoria\u2019s Secret \u0111\u1ecbnh v\u1ecb chuy\u00ean s\u00e2u v\u00e0o nh\u00f3m kh\u00e1ch h\u00e0ng n\u1eef gi\u1edbi tr\u1ebb tu\u1ed5i v\u00e0 y\u00eau th\u00edch th\u1eddi trang n\u1ed9i y. \u0110i\u1ec1u n\u00e0y \u0111\u01b0\u1ee3c th\u1ec3 hi\u1ec7n qua c\u00e1c chi\u1ebfn d\u1ecbch qu\u1ea3ng c\u00e1o, s\u1ef1 ki\u1ec7n th\u1eddi trang v\u00e0 c\u00e1ch b\u1ed1 tr\u00ed s\u1ea3n ph\u1ea9m trong c\u1eeda h\u00e0ng c\u1ee7a h\u1ecd.<\/span><\/li>\n
  • Th\u01b0\u01a1ng hi\u1ec7u Nestle Nespresso \u0111\u1ecbnh v\u1ecb t\u1eadp trung v\u00e0o nh\u00f3m kh\u00e1ch h\u00e0ng y\u00eau th\u00edch c\u00e0 ph\u00ea cao c\u1ea5p v\u00e0 mong mu\u1ed1n c\u00f3 tr\u1ea3i nghi\u1ec7m c\u00e0 ph\u00ea t\u1ea1i gia. H\u1ecd t\u1ea1o ra s\u1ea3n ph\u1ea9m m\u00e1y pha c\u00e0 ph\u00ea \u0111\u01a1n gi\u1ea3n v\u00e0 ti\u1ec7n l\u1ee3i, nh\u1eafm \u0111\u1ebfn \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng s\u00e0nh \u0111i\u1ec7u v\u00e0 \u0111am m\u00ea th\u01b0\u1edfng th\u1ee9c c\u00e0 ph\u00ea.<\/span><\/li>\n
  • Th\u01b0\u01a1ng hi\u1ec7u Barbie c\u1ee7a Mattel t\u1eadp trung v\u00e0o nh\u00f3m kh\u00e1ch h\u00e0ng tr\u1ebb em v\u00e0 c\u00e1c b\u1eadc cha m\u1eb9 c\u00f3 con nh\u1ecf, v\u1edbi m\u1ee5c ti\u00eau t\u1ea1o ra s\u1ea3n ph\u1ea9m \u0111\u1ed3 ch\u01a1i cho c\u00e1c b\u00e9 g\u00e1i v\u00e0 truy\u1ec1n t\u1ea3i th\u00f4ng \u0111i\u1ec7p v\u1ec1 s\u1ef1 \u0111a d\u1ea1ng v\u00e0 phong ph\u00fa c\u1ee7a ngh\u1ec1 nghi\u1ec7p cho ph\u1ee5 n\u1eef.<\/span><\/li>\n<\/ul>\n

    \u0110\u1ecbnh v\u1ecb d\u1ef1a tr\u00ean nhu c\u1ea7u kh\u00e1ch h\u00e0ng<\/b><\/h3>\n

    \u0110\u1ecbnh v\u1ecb d\u1ef1a tr\u00ean nhu c\u1ea7u kh\u00e1ch h\u00e0ng l\u00e0 m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u t\u1eadp trung v\u00e0o vi\u1ec7c \u0111\u00e1p \u1ee9ng c\u00e1c nhu c\u1ea7u c\u1ee7a kh\u00e1ch h\u00e0ng trong vi\u1ec7c s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u \u0111\u00f3. N\u00f3 \u0111\u00f2i h\u1ecfi c\u00e1c nh\u00e0 qu\u1ea3n l\u00fd th\u01b0\u01a1ng hi\u1ec7u ph\u1ea3i hi\u1ec3u r\u00f5 nhu c\u1ea7u, mong mu\u1ed1n v\u00e0 t\u00e2m l\u00fd c\u1ee7a kh\u00e1ch h\u00e0ng \u0111\u1ec3 t\u1ea1o ra c\u00e1c s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 ph\u00f9 h\u1ee3p v\u00e0 \u0111\u00e1p \u1ee9ng \u0111\u01b0\u1ee3c nhu c\u1ea7u c\u1ee7a kh\u00e1ch h\u00e0ng m\u1ed9t c\u00e1ch t\u1ed1t nh\u1ea5t. C\u00f3 ba lo\u1ea1i \u0111\u1ecbnh v\u1ecb d\u1ef1a tr\u00ean nhu c\u1ea7u kh\u00e1ch h\u00e0ng ph\u1ed5 bi\u1ebfn l\u00e0: \u0111\u1ecbnh v\u1ecb theo nhu c\u1ea7u ch\u1ee9c n\u0103ng, \u0111\u1ecbnh v\u1ecb theo nhu c\u1ea7u t\u00e2m l\u00fd v\u00e0 \u0111\u1ecbnh v\u1ecb theo nhu c\u1ea7u kinh t\u1ebf.<\/span><\/p>\n

    \u0110\u1ecbnh v\u1ecb theo nhu c\u1ea7u ch\u1ee9c n\u0103ng<\/b><\/h4>\n

    \u0110\u00e2y l\u00e0 c\u00e1ch \u0111\u1ecbnh v\u1ecb s\u1ea3n ph\u1ea9m ho\u1eb7c th\u01b0\u01a1ng hi\u1ec7u d\u1ef1a tr\u00ean kh\u1ea3 n\u0103ng \u0111\u00e1p \u1ee9ng nhu c\u1ea7u ch\u1ee9c n\u0103ng, ch\u1eb3ng h\u1ea1n nh\u01b0 t\u00ednh n\u0103ng, hi\u1ec7u su\u1ea5t, t\u00ednh ti\u1ec7n d\u1ee5ng v\u00e0 \u0111\u1ed9 b\u1ec1n c\u1ee7a s\u1ea3n ph\u1ea9m.\u00a0<\/span>V\u00ed d\u1ee5: m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u xe h\u01a1i c\u00f3 th\u1ec3 \u0111\u1ecbnh v\u1ecb m\u00ecnh l\u00e0 nh\u00e0 s\u1ea3n xu\u1ea5t c\u00e1c d\u00f2ng xe an to\u00e0n, ti\u1ebft ki\u1ec7m nhi\u00ean li\u1ec7u v\u00e0 th\u00e2n thi\u1ec7n v\u1edbi m\u00f4i tr\u01b0\u1eddng.<\/p>\n

    \u0110\u1ecbnh v\u1ecb theo nhu c\u1ea7u t\u00e2m l\u00fd<\/b><\/h4>\n

    Th\u01b0\u01a1ng hi\u1ec7u s\u1eed d\u1ee5ng chi\u1ebfn l\u01b0\u1ee3c n\u00e0y t\u1eadp trung v\u00e0o vi\u1ec7c \u0111\u00e1p \u1ee9ng nhu c\u1ea7u v\u1ec1 t\u00e2m l\u00fd, c\u1ea3m x\u00fac v\u00e0 gi\u00e1 tr\u1ecb phi v\u1eadt ch\u1ea5t c\u1ee7a kh\u00e1ch h\u00e0ng, nh\u1eb1m t\u1ea1o ra m\u1ed9t li\u00ean k\u1ebft c\u1ea3m x\u00fac v\u1edbi kh\u00e1ch h\u00e0ng v\u00e0 t\u1ea1o s\u1ef1 kh\u00e1c bi\u1ec7t so v\u1edbi c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh.\u00a0V\u00ed d\u1ee5: Chanel \u0111\u00e3 th\u1ef1c hi\u1ec7n c\u00e1c b\u01b0\u1edbc \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u m\u00ecnh l\u00e0 bi\u1ec3u t\u01b0\u1ee3ng c\u1ee7a s\u1ef1 sang tr\u1ecdng, \u0111\u1eb3ng c\u1ea5p v\u00e0 quy\u1ebfn r\u0169.<\/span><\/p>\n

    \"Th\u01b0\u01a1ng<\/p>\n

    Th\u01b0\u01a1ng hi\u1ec7u Chanel v\u1edbi \u0111\u1ecbnh v\u1ecb l\u00e0 bi\u1ec3u t\u01b0\u1ee3ng c\u1ee7a s\u1ef1 sang tr\u1ecdng \u0111\u00e3 thu h\u00fat \u0111\u01b0\u1ee3c l\u01b0\u1ee3ng l\u1edbn kh\u00e1ch h\u00e0ng trung th\u00e0nh<\/p>\n<\/div>\n

    \u0110\u1ecbnh v\u1ecb theo nhu c\u1ea7u kinh t\u1ebf<\/b><\/h4>\n

    T\u1eadp trung v\u00e0o vi\u1ec7c \u0111\u00e1p \u1ee9ng nhu c\u1ea7u c\u1ee7a kh\u00e1ch h\u00e0ng v\u1ec1 gi\u00e1 c\u1ea3 v\u00e0 gi\u00e1 tr\u1ecb c\u1ee7a s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5.\u00a0<\/span>V\u00ed d\u1ee5: th\u01b0\u01a1ng hi\u1ec7u Walmart v\u1edbi \u0111\u1ecbnh v\u1ecb \u201cM\u1ee9c gi\u00e1 th\u1ea5p nh\u1ea5t, lu\u00f4n lu\u00f4n\u201d \u0111\u00e1p \u1ee9ng nhu c\u1ea7u c\u1ee7a kh\u00e1ch h\u00e0ng v\u1ec1 gi\u00e1 c\u1ea3 v\u00e0 s\u1ef1 ti\u1ebft ki\u1ec7m khi mua s\u1eafm.<\/p>\n

    \u0110\u1ecbnh v\u1ecb d\u1ef1a tr\u00ean gi\u00e1 tr\u1ecb c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u<\/b><\/h3>\n

    \u0110\u1ecbnh v\u1ecb d\u1ef1a tr\u00ean gi\u00e1 tr\u1ecb c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u l\u00e0 vi\u1ec7c \u0111\u1ecbnh h\u01b0\u1edbng cho th\u01b0\u01a1ng hi\u1ec7u t\u1eadp trung v\u00e0o nh\u1eefng gi\u00e1 tr\u1ecb v\u00e0 \u00fd ngh\u0129a s\u00e2u xa h\u01a1n l\u00e0 s\u1ea3n ph\u1ea9m hay d\u1ecbch v\u1ee5. C\u00e1c c\u00e1ch \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u d\u1ef1a tr\u00ean gi\u00e1 tr\u1ecb bao g\u1ed3m:<\/span><\/p>\n

    \u0110\u1ecbnh v\u1ecb theo t\u1ea7m nh\u00ecn v\u00e0 s\u1ee9 m\u1ec7nh c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u<\/b><\/h4>\n

    T\u1ea7m nh\u00ecn v\u00e0 s\u1ee9 m\u1ec7nh c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c x\u00e1c \u0111\u1ecbnh d\u1ef1a tr\u00ean gi\u00e1 tr\u1ecb c\u1ed1t l\u00f5i m\u00e0 th\u01b0\u01a1ng hi\u1ec7u mu\u1ed1n mang l\u1ea1i cho kh\u00e1ch h\u00e0ng v\u00e0 c\u1ed9ng \u0111\u1ed3ng. \u0110\u00e2y l\u00e0 c\u00e1ch \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u ph\u1ed5 bi\u1ebfn, \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng b\u1edfi nhi\u1ec1u th\u01b0\u01a1ng hi\u1ec7u l\u1edbn nh\u01b0 Nike s\u1eed d\u1ee5ng.\u00a0<\/span><\/p>\n

    \"\u0110\u1ecbnh<\/p>\n

    \u0110\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a Nike \u0111\u00e3 gi\u00fap th\u01b0\u01a1ng hi\u1ec7u c\u00f3 m\u1ed9t c\u1ed9ng \u0111\u1ed3ng \u0111\u00f4ng \u0111\u1ea3o kh\u00e1ch h\u00e0ng \u1ee7ng h\u1ed9 v\u00e0 tin t\u01b0\u1edfng<\/p>\n<\/div>\n

    Nike v\u1edbi \u0111\u1ecbnh v\u1ecb: \u201cMang l\u1ea1i c\u1ea3m h\u1ee9ng v\u00e0 \u0111\u1ed9ng l\u1ef1c cho m\u1ecdi ng\u01b0\u1eddi \u0111\u1ec3 v\u01b0\u1ee3t qua gi\u1edbi h\u1ea1n v\u00e0 th\u00e0nh c\u00f4ng trong cu\u1ed9c s\u1ed1ng\u201d. Nike \u0111\u00e3 th\u00e0nh c\u00f4ng trong vi\u1ec7c thi\u1ebft l\u1eadp m\u1ed9t t\u1ea7m nh\u00ecn v\u00e0 s\u1ee9 m\u1ec7nh ch\u00e2n th\u00e0nh, r\u00f5 r\u00e0ng, xuy\u00ean su\u1ed1t, t\u1eeb \u0111\u00f3 t\u1ea1o ra m\u1ed9t c\u1ed9ng \u0111\u1ed3ng kh\u00e1ch h\u00e0ng tin t\u01b0\u1edfng v\u00e0 \u0111\u00f3n nh\u1eadn r\u1ea5t l\u1edbn.<\/span><\/p>\n

    \u0110\u1ecbnh v\u1ecb theo gi\u00e1 tr\u1ecb v\u0103n h\u00f3a v\u00e0 x\u00e3 h\u1ed9i c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u<\/b><\/h4>\n

    \u0110\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u theo gi\u00e1 tr\u1ecb v\u0103n h\u00f3a v\u00e0 x\u00e3 h\u1ed9i t\u1eadp trung v\u00e0o nh\u1eefng gi\u00e1 tr\u1ecb v\u00e0 l\u1ee3i \u00edch x\u00e3 h\u1ed9i m\u00e0 th\u01b0\u01a1ng hi\u1ec7u \u0111em l\u1ea1i. V\u00ed d\u1ee5, th\u01b0\u01a1ng hi\u1ec7u TOMS Shoes c\u00f3 \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u l\u00e0: \u201cM\u1ed9t \u0111\u00f4i gi\u00e0y \u0111\u01b0\u1ee3c mua, m\u1ed9t \u0111\u00f4i gi\u00e0y \u0111\u01b0\u1ee3c t\u1eb7ng\u201d, cam k\u1ebft \u0111\u00f3ng g\u00f3p m\u1ed9t ph\u1ea7n l\u1ee3i nhu\u1eadn \u0111\u1ec3 gi\u00fap \u0111\u1ee1 nh\u1eefng ng\u01b0\u1eddi ngh\u00e8o kh\u00f3. V\u1edbi \u0111\u1ecbnh v\u1ecb n\u00e0y, th\u01b0\u01a1ng hi\u1ec7u n\u00e0y \u0111\u00e3 th\u00e0nh c\u00f4ng trong vi\u1ec7c k\u1ebft h\u1ee3p gi\u00e1 tr\u1ecb kinh doanh v\u00e0 gi\u00e1 tr\u1ecb x\u00e3 h\u1ed9i, t\u1ea1o ra m\u1ed9t c\u1ed9ng \u0111\u1ed3ng kh\u00e1ch h\u00e0ng tin t\u01b0\u1edfng v\u00e0 h\u1ed7 tr\u1ee3 cho th\u01b0\u01a1ng hi\u1ec7u.<\/span><\/p>\n

    \u0110\u1ecbnh v\u1ecb theo gi\u00e1 tr\u1ecb kinh doanh v\u00e0 t\u00e0i ch\u00ednh c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u<\/b><\/h4>\n

    \u0110\u1ecbnh v\u1ecb n\u00e0y gi\u00fap th\u01b0\u01a1ng hi\u1ec7u t\u1eadp trung v\u00e0o vi\u1ec7c t\u1ea1o ra gi\u00e1 tr\u1ecb cho doanh nghi\u1ec7p th\u00f4ng qua c\u00e1c ho\u1ea1t \u0111\u1ed9ng kinh doanh v\u00e0 t\u00e0i ch\u00ednh. Th\u01b0\u01a1ng hi\u1ec7u s\u1ebd \u0111\u1ecbnh v\u1ecb m\u00ecnh theo c\u00e1c gi\u00e1 tr\u1ecb t\u00e0i ch\u00ednh nh\u01b0 l\u1ee3i nhu\u1eadn, t\u0103ng tr\u01b0\u1edfng doanh s\u1ed1, hi\u1ec7u qu\u1ea3 v\u1ed1n ho\u00e1, \u0111\u1ea7u t\u01b0 v\u00e0 c\u1ed5 t\u1ee9c. \u0110i\u1ec1u n\u00e0y gi\u00fap th\u01b0\u01a1ng hi\u1ec7u thu h\u00fat \u0111\u01b0\u1ee3c c\u00e1c nh\u00e0 \u0111\u1ea7u t\u01b0 v\u00e0 c\u1ed5 \u0111\u00f4ng, t\u0103ng gi\u00e1 tr\u1ecb cho doanh nghi\u1ec7p v\u00e0 x\u00e2y d\u1ef1ng \u0111\u01b0\u1ee3c uy t\u00edn v\u1ec1 m\u1eb7t t\u00e0i ch\u00ednh.<\/span><\/p>\n

    V\u00ed d\u1ee5, th\u01b0\u01a1ng hi\u1ec7u Apple \u0111\u00e3 \u0111\u1ecbnh v\u1ecb m\u00ecnh l\u00e0 m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u t\u1eadp trung v\u00e0o t\u0103ng tr\u01b0\u1edfng doanh s\u1ed1 v\u00e0 l\u1ee3i nhu\u1eadn th\u00f4ng qua vi\u1ec7c t\u1ea1o ra nh\u1eefng s\u1ea3n ph\u1ea9m c\u00f4ng ngh\u1ec7 \u0111\u1ed9t ph\u00e1 v\u00e0 hi\u1ec7u qu\u1ea3. \u0110i\u1ec1u n\u00e0y gi\u00fap th\u01b0\u01a1ng hi\u1ec7u tr\u1edf th\u00e0nh m\u1ed9t trong nh\u1eefng c\u00f4ng ty c\u00f3 gi\u00e1 tr\u1ecb nh\u1ea5t th\u1ebf gi\u1edbi v\u00e0 thu h\u00fat \u0111\u01b0\u1ee3c \u0111\u00f4ng \u0111\u1ea3o c\u00e1c nh\u00e0 \u0111\u1ea7u t\u01b0 v\u00e0 c\u1ed5 \u0111\u00f4ng.<\/span><\/p>\n

    \u0110\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u l\u00e0 m\u1ed9t c\u00f4ng c\u1ee5 quan tr\u1ecdng gi\u00fap doanh nghi\u1ec7p x\u00e1c \u0111\u1ecbnh v\u1ecb tr\u00ed c\u1ee7a m\u00ecnh tr\u00ean th\u1ecb tr\u01b0\u1eddng v\u00e0 t\u1ea1o ra m\u1ed9t h\u00ecnh \u1ea3nh \u0111\u1ed9c nh\u1ea5t trong t\u00e2m tr\u00ed kh\u00e1ch h\u00e0ng. \u0110\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u s\u1ebd gi\u00fap doanh nghi\u1ec7p ph\u00e1t tri\u1ec3n m\u1ed9t c\u00e1ch b\u1ec1n v\u1eefng v\u1edbi m\u1ed9t gi\u00e1 tr\u1ecb duy nh\u1ea5t, t\u1ea1o ni\u1ec1m tin v\u00e0 m\u1ed1i quan h\u1ec7 b\u1ec1n ch\u1eb7t v\u1edbi kh\u00e1ch h\u00e0ng nh\u1eb1m \u0111\u1ea1t \u0111\u01b0\u1ee3c v\u1ecb tr\u00ed v\u00e0 m\u1ee9c l\u1ee3i nhu\u1eadn cao h\u01a1n tr\u00ean th\u1ecb tr\u01b0\u1eddng c\u1ea1nh tranh.\u00a0<\/span><\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

    \u0110\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u \u0111\u00f3ng vai tr\u00f2 quan tr\u1ecdng trong vi\u1ec7c x\u00e1c \u0111\u1ecbnh v\u1ecb tr\u00ed c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u tr\u00ean th\u1ecb tr\u01b0\u1eddng, gi\u00fap kh\u00e1ch h\u00e0ng nh\u1eadn bi\u1ebft v\u00e0 \u0111\u00e1nh gi\u00e1 \u0111\u01b0\u1ee3c gi\u00e1 tr\u1ecb c\u1ee7a s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5. V\u00ec v\u1eady, \u0111\u1ec3 \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u \u201c\u0111\u00fang-\u0111\u1ee7\u201d \u0111\u00f2i h\u1ecfi s\u1ef1 t\u00ecm hi\u1ec3u k\u1ef9 c\u00e0ng v\u1ec1 th\u1ecb tr\u01b0\u1eddng, \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng, s\u1ea3n ph\u1ea9m v\u00e0 gi\u00e1 tr\u1ecb c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u.<\/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\/54088"}],"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=54088"}],"version-history":[{"count":0,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/54088\/revisions"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=54088"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=54088"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=54088"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}