{"id":5545,"date":"2023-11-29T14:03:38","date_gmt":"2023-11-29T14:03:38","guid":{"rendered":"https:\/\/masterskills.org\/blog\/?p=5545"},"modified":"2023-11-30T02:30:00","modified_gmt":"2023-11-30T02:30:00","slug":"lam-nao-danh-gia-thong-phan-phoi","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/lam-nao-danh-gia-thong-phan-phoi.html","title":{"rendered":"L\u00e0m th\u1ebf n\u00e0o \u0111\u00e1nh gi\u00e1 h\u1ec7 th\u1ed1ng ph\u00e2n ph\u1ed1i"},"content":{"rendered":"

S\u1ea3n ph\u1ea9m d\u1ecbch v\u1ee5 c\u1ee7a b\u1ea1n hi\u1ec7n \u0111\u00e3 \u0111\u01b0\u1ee3c ho\u00e0n thi\u1ec7n, k\u00e8m theo chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u cho m\u1ed9t th\u1ecb tr\u01b0\u1eddng r\u1ea5t c\u1ee5 th\u1ec3. B\u00e2y gi\u1edd t\u1ea5t c\u1ea3 vi\u1ec7c b\u1ea1n ph\u1ea3i l\u00e0m l\u00e0 b\u00e1n n\u00f3, v\u00e0 l\u00fac n\u00e0y ta c\u1ea7n m\u1ed9t h\u1ec7 th\u1ed1ng ph\u00e2n ph\u1ed1i. S\u1ebd c\u1ea7n th\u1eddi gian v\u00e0 c\u00f4ng s\u1ee9c \u0111\u1ec3 c\u00f3 m\u1ed9t c\u00e1i nh\u00ecn t\u1ed5ng th\u1ec3 \u0111\u00e2u l\u00e0 c\u00e1c k\u00eanh ph\u00e2n ph\u1ed1i hi\u1ec7u qu\u1ea3 nh\u1ea5t \u0111\u1ec3 \u0111\u01b0a h\u00e0ng h\u00f3a v\u00e0 d\u1ecbch v\u1ee5 v\u00e0o c\u0169ng nh\u01b0 khai th\u00e1c t\u1ed1i \u01b0u l\u1ee3i nhu\u1eadn<\/p>\n

\u201cPlace\u201d trong 4P l\u00e0 m\u1ed9t trong c\u00e1c nguy\u00ean t\u00e1c c\u01a1 b\u1ea3n trong Marketing gi\u00fap \u0111\u01b0a s\u1ea3n ph\u1ea9m \u0111\u1ebfn t\u1eadn tay kh\u00e1ch h\u00e0ng. C\u00f3 nhi\u1ec1u s\u1ef1 l\u1ef1a ch\u1ecdn kh\u00e1c nhau gi\u00fap b\u1ea1n c\u00f3 th\u1ec3 nhanh ch\u00f3ng \u0111\u00e1nh gi\u00e1 t\u00ecnh h\u00ecnh ph\u00e2n ph\u1ed1i, v\u00e0 c\u00f3 th\u1ec3 b\u1ea1n c\u0169ng \u0111\u00e3 c\u00f3 \u0111\u00e1p \u00e1n c\u1ee7a ri\u00eang m\u00ecnh. D\u01b0\u1edbi \u0111\u00e2y l\u00e0 m\u1ed9t s\u1ed1 c\u00e1ch gi\u00fap b\u1ea1n \u0111\u00e1nh gi\u00e1 h\u1ec7 th\u1ed1ng ph\u00e2n ph\u1ed1i m\u00e0 b\u1ea1n c\u00f3 th\u1ec3 \u00e1p d\u1ee5ng ho\u1eb7c tham kh\u1ea3o th\u00eam, \u0111\u1ec3 b\u1ea1n \u00e1p d\u1ee5ng \u0111\u01b0\u1ee3c v\u00e0o doanh nghi\u1ec7p v\u00e0 t\u1ed1i \u0111a h\u00f3a ti\u1ec1m n\u0103ng ph\u00e1t tri\u1ec3n<\/p><\/blockquote>\n

Giai \u0111o\u1ea1n 1 – X\u00e1c \u0111\u1ecbnh c\u01a1 h\u1ed9i<\/strong><\/h3>\n

\"\"<\/strong><\/p>\n

\u0110i\u1ec3m kh\u1edfi \u0111\u1ea7u l\u00e0 m\u1ed9t t\u1edd gi\u1ea5y tr\u1eafng v\u00e0 c\u00e1c xem x\u00e9t nh\u1eefng c\u01a1 h\u1ed9i n\u00e0o ph\u00f9 h\u1ee3p v\u1edbi b\u1ea1n. \u0110i\u1ec1u n\u00e0y ph\u1ea7n l\u1edbn s\u1ebd ph\u1ee5 thu\u1ed9c v\u00e0o lo\u1ea1i h\u00ecnh kinh doanh m\u00e0 b\u1ea1n c\u00f3. B\u1ea1n c\u00f3 m\u1ed9t s\u1ea3n ph\u1ea9m h\u1eefu h\u00ecnh ho\u1eb7c m\u1ed9t d\u1ecbch v\u1ee5? B\u1ea1n s\u1ea3n xu\u1ea5t s\u1ea3n ph\u1ea9m nguy\u00ean v\u1eadt li\u1ec7u d\u00e0nh cho doanh nghi\u1ec7p? Ho\u1eb7c s\u1ea3n ph\u1ea9m c\u1ee7a b\u1ea1n n\u1eb1m trong chu\u1ed7i s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 l\u1edbn h\u01a1n. \u1ede giai \u0111o\u1ea1n n\u00e0y, \u0111\u1eebng gi\u1edbi h\u1ea1n c\u00e1c c\u01a1 h\u1ed9i k\u00eanh ph\u00e2n ph\u1ed1i, n\u1ebfu b\u1ea1n c\u00f3 b\u1ea5t k\u1ef3 c\u01a1 h\u1ed9i \u0111i v\u00e0o th\u1ecb tr\u01b0\u1eddng n\u00e0o, h\u00e3y vi\u1ebft n\u00f3 l\u00ean gi\u1ea5y. B\u1ea1n c\u00f3 th\u1ec3 x\u00f3a c\u00e1c l\u1ef1a ch\u1ecdn ch\u01b0a ph\u00f9 h\u1ee3p sau khi \u0111\u00e3 xem x\u00e9t c\u1ea9n th\u1eadn v\u00e0 suy ngh\u0129 m\u1ed9t c\u00e1ch \u0111\u1ea7y \u0111\u1ee7.<\/p>\n

Nh\u1eefng c\u01a1 h\u1ed9i ph\u00e2n ph\u1ed1i c\u00f3 th\u1ec3 c\u00f3 s\u1eb5n cho b\u1ea1n, (l\u01b0u \u00fd r\u1eb1ng \u0111\u00e2y ch\u01b0a ph\u1ea3i l\u00e0 danh s\u00e1ch \u0111\u1ea7y \u0111\u1ee7), c\u00f3 th\u1ec3 bao g\u1ed3m:<\/p>\n

B\u00e1n h\u00e0ng tr\u1ef1c ti\u1ebfp \u0111\u1ebfn v\u1edbi kh\u00e1ch h\u00e0ng<\/strong><\/p>\n

\"\"<\/p>\n

L\u1ed9 tr\u00ecnh tr\u1ef1c ti\u1ebfp \u0111\u1ebfn kh\u00e1ch h\u00e0ng l\u00e0 n\u01a1i h\u1ea7u h\u1ebft doanh nghi\u1ec7p b\u1eaft \u0111\u1ea7u suy ngh\u0129 c\u1ee7a h\u1ecd. L\u00fd do l\u00e0 n\u00f3 th\u01b0\u1eddng mang l\u1ea1i l\u1ee3i nhu\u1eadn l\u1edbn nh\u1ea5t . B\u00e1n tr\u1ef1c ti\u1ebfp cho th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau c\u1ee7a b\u1ea1n c\u00f3 th\u1ec3 di\u1ec5n ra th\u00f4ng qua m\u1ed9t s\u1ed1 ph\u01b0\u01a1ng ph\u00e1p:<\/p>\n

Tr\u1ef1c tuy\u1ebfn\u00a0<\/strong>– c\u00f3 th\u1ec3 l\u00e0 m\u1ed9t c\u1eeda h\u00e0ng th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed ho\u1eb7c h\u1ec7 th\u1ed1ng giao ti\u1ebfp tr\u1ef1c tuy\u1ebfn \u0111\u1ec3 b\u1eaft \u0111\u1ea7u cu\u1ed9c tr\u00f2 chuy\u1ec7n v\u1edbi kh\u00e1ch h\u00e0ng<\/p>\n

G\u1eb7p m\u1eb7t b\u00e1n tr\u1ef1c ti\u1ebfp (th\u00f4ng qua b\u1ea1n ho\u1eb7c team sale – \u0111i\u1ec1u n\u00e0y c\u0169ng bao g\u1ed3m th\u00f4ng qua marketing truy\u1ec1n mi\u1ec7ng (word of mouth)<\/strong><\/p>\n

Telesales bao g\u1ed3m giao d\u1ecbch qua \u0111i\u1ec7n tho\u1ea1i<\/strong><\/p>\n

Th\u00f4ng qua c\u1eeda h\u00e0ng b\u00e1n l\u1ebb ho\u1eb7c ph\u00f2ng tr\u01b0ng b\u00e0y c\u1ee7a ri\u00eang b\u1ea1n<\/strong><\/p>\n

Quy tr\u00ecnh \u0111\u1ea5u th\u1ea7u \/ \u0111\u1ea5u th\u1ea7u ch\u00ednh th\u1ee9c<\/strong><\/p>\n

N\u1ebfu b\u00e1n h\u00e0ng tr\u1ef1c ti\u1ebfp l\u00e0 m\u1ed9t l\u1ef1a ch\u1ecdn kh\u1ea3 thi, b\u1ea1n mu\u1ed1n xem x\u00e9t l\u00e0m th\u1ebf n\u00e0o kh\u00e1ch h\u00e0ng g\u1eafn b\u00f3 v\u1edbi b\u1ea1n l\u00e2u d\u00e0i. \u0110i\u1ec1u n\u00e0y c\u00f3 kh\u1ea3 n\u0103ng th\u00f4ng qua ti\u1ec1n tr\u1ea3 tr\u01b0\u1edbc h\u00e0ng th\u00e1ng, h\u1ee3p \u0111\u1ed3ng \/ th\u1ecfa thu\u1eadn c\u00f3 th\u1eddi h\u1ea1n c\u1ed1 \u0111\u1ecbnh v\u1edbi th\u1eddi gian gia h\u1ea1n, m\u00f4 h\u00ecnh \u0111\u0103ng k\u00fd l\u00e2u d\u00e0i (subcription), c\u0169ng nh\u01b0 gi\u00e1 tr\u1ecb gia t\u0103ng trong b\u00e1n h\u00e0ng, b\u00e1n ch\u00e9o (cross selling), n\u00e2ng c\u1ea5p, v.v.<\/p>\n

Nh\u01b0\u1ee3c \u0111i\u1ec3m<\/strong><\/p>\n

B\u00e1n h\u00e0ng tr\u1ef1c ti\u1ebfp cho kh\u00e1ch h\u00e0ng\u00a0 c\u00f3 th\u1ec3 t\u1ea1o ra m\u1ee9c l\u1ee3i nhu\u1eadn cao nh\u1ea5t, nh\u01b0ng n\u00f3 c\u0169ng th\u01b0\u1eddng s\u1ebd l\u00e0 ph\u01b0\u01a1ng ph\u00e1p ch\u1eadm nh\u1ea5t. \u0110i\u1ec1u n\u00e0y l\u00e0 do b\u1ea1n c\u1ea7n ph\u1ea3i \u0111\u01b0\u1ee3c thi\u1ebft l\u1eadp v\u00e0 b\u1ea1n c\u1ea7n \u0111\u1ea7u t\u01b0 th\u1eddi gian v\u00e0 ti\u1ec1n b\u1ea1c \u0111\u1ec3 v\u1eadn h\u00e0nh h\u1ec7 th\u1ed1ng. N\u1ebfu b\u1ea1n \u0111ang mu\u1ed1n ph\u00e1t tri\u1ec3n m\u1ed9t c\u00e1ch ch\u1eadm ch\u1ea1p v\u00e0 c\u00f3 ki\u1ec3m so\u00e1t th\u00ec \u0111\u00f3 c\u00f3 th\u1ec3 l\u00e0 con \u0111\u01b0\u1eddng ho\u00e0n h\u1ea3o \u0111\u1ec3 \u0111i. Tuy nhi\u00ean, n\u1ebfu b\u1ea1n c\u1ea7n b\u00e1n \u0111\u01b0\u1ee3c s\u1ed1 l\u01b0\u1ee3ng l\u1edbn s\u1ea3n ph\u1ea9m nhanh ch\u00f3ng – m\u1ed9t s\u1ed1 l\u1ef1a ch\u1ecdn thay th\u1ebf c\u00f3 th\u1ec3 t\u1ed1t h\u01a1n cho d\u00f2ng ti\u1ec1n (cashflow) doanh nghi\u1ec7p<\/p>\n

\u0110\u00e1nh gi\u00e1 l\u1ee3i nhu\u1eadn so v\u1edbi doanh thu<\/strong><\/p>\n

\u0110\u1ec3 \u0111\u00e1nh gi\u00e1 li\u1ec7u b\u00e1n tr\u1ef1c ti\u1ebfp c\u00f3 ph\u1ea3i l\u00e0 h\u1ec7 th\u1ed1ng ph\u00e2n ph\u1ed1i t\u1ed1i \u01b0u nh\u1ea5t, b\u1ea1n c\u1ea7n ph\u1ea3i bi\u1ebft t\u1ef7 su\u1ea5t l\u1ee3i nhu\u1eadn g\u1ed9p (gross margin) c\u1ee7a b\u1ea1n l\u00e0 bao nhi\u00eau. T\u1ef7 su\u1ea5t cao h\u01a1n kh\u00f4ng nh\u1ea5t thi\u1ebft c\u00f3 ngh\u0129a l\u00e0 nhi\u1ec1u l\u1ee3i nhu\u1eadn h\u01a1n, v\u00ec c\u00f3 th\u1ec3 b\u1ea1n b\u00e1n \u00edt nh\u01b0ng b\u00e1n v\u1edbi gi\u00e1 cao.<\/p>\n

V\u00ed d\u1ee5: n\u1ebfu b\u1ea1n b\u00e1n \u0111\u01b0\u1ee3c 1 tri\u1ec7u b\u1ea3ng s\u1ea3n ph\u1ea9m tr\u1ef1c ti\u1ebfp v\u1edbi t\u1ef7 l\u1ec7 65% l\u1ee3i nhu\u1eadn, b\u1ea1n ki\u1ebfm \u0111\u01b0\u1ee3c l\u1ee3i nhu\u1eadn g\u1ed9p l\u00e0 \u00a3650K. Tuy nhi\u00ean, n\u1ebfu m\u1ed9t ph\u01b0\u01a1ng ph\u00e1p kh\u00e1c t\u1ea1o ra doanh s\u1ed1 3 tri\u1ec7u b\u1ea3ng so v\u1edbi c\u00f9ng k\u1ef3 nh\u01b0ng ch\u1ec9 \u1edf m\u1ee9c 35% th\u00ec l\u1ee3i nhu\u1eadn g\u1ed9p c\u1ee7a b\u1ea1n s\u1ebd v\u01b0\u1ee3t qu\u00e1 1 tri\u1ec7u b\u1ea3ng (trong tr\u01b0\u1eddng h\u1ee3p n\u00e0y t\u1ef7 su\u1ea5t l\u1ee3i nhu\u1eadn th\u1ea5p nh\u01b0ng l\u1ee3i nhu\u1eadn cao).<\/p>\n

N\u1ebfu b\u00e1n tr\u1ef1c ti\u1ebfp cho ng\u01b0\u1eddi ti\u00eau d\u00f9ng (tr\u00e1i ng\u01b0\u1ee3c v\u1edbi doanh nghi\u1ec7p), r\u1ea5t c\u00f3 th\u1ec3 gi\u00e1 b\u00e1n c\u1ee7a b\u1ea1n c\u0169ng s\u1ebd \u0111\u01b0\u1ee3c bao g\u1ed3m VAT. Ngo\u00e0i ra, b\u1ea1n c\u0169ng ph\u1ea3i ch\u1ecbu ph\u00ed giao d\u1ecbch n\u1ebfu, v\u00ed d\u1ee5, h\u1ecd \u0111ang thanh to\u00e1n b\u1eb1ng th\u1ebb t\u00edn d\u1ee5ng ho\u1eb7c th\u1ebb ghi n\u1ee3. B\u1ea1n c\u0169ng ph\u1ea3i xem x\u00e9t chi ph\u00ed r\u00f2ng(net cost) c\u1ee7a chi ph\u00ed ho\u1ea1t \u0111\u1ed9ng(overhead) \u0111\u1ec3 ho\u00e0n th\u00e0nh vi\u1ec7c b\u00e1n h\u00e0ng \u0111\u00f3 – th\u1eddi gian, nh\u00e2n l\u1ef1c, vv so v\u1edbi m\u1ed9t \u0111\u01a1n \u0111\u1eb7t h\u00e0ng s\u1ed1 l\u01b0\u1ee3ng l\u1edbn. C\u00f3 th\u1ec3 m\u1ea5t nhi\u1ec1u th\u1eddi gian v\u00e0 chi ph\u00ed nhi\u1ec1u nh\u01b0 v\u1eady \u0111\u1ec3 ph\u1ee5c v\u1ee5 kh\u00e1ch h\u00e0ng cu\u1ed1i c\u00f9ng tr\u1ef1c ti\u1ebfp 50 b\u1ea3ng so v\u1edbi \u0111\u01a1n \u0111\u1eb7t h\u00e0ng c\u1ee7a kh\u00e1ch h\u00e0ng \u0111\u1ea1i l\u00fd th\u01b0\u01a1ng m\u1ea1i\u00a0 5000 b\u1ea3ng. \u0110\u00e2y l\u00e0 t\u1ea5t c\u1ea3 c\u00e1c y\u1ebfu t\u1ed1 c\u00f3 th\u1ec3 \u0103n m\u00f2n l\u1ee3i nhu\u1eadn c\u1ee7a b\u1ea1n khi b\u00e1n tr\u1ef1c ti\u1ebfp m\u00e0 b\u1ea1n c\u1ea7n xem x\u00e9t.<\/p>\n

Th\u00f4ng qua c\u00e1c \u0111\u1ea1i l\u00fd b\u00ean th\u1ee9 3<\/strong><\/p>\n

\"\"<\/strong><\/p>\n

N\u1ebfu b\u1ea1n \u0111ang t\u00ecm c\u00e1ch b\u00e1n m\u1ed9t kh\u1ed1i l\u01b0\u1ee3ng l\u1edbn v\u1edbi t\u1ef7 l\u1ec7 cao h\u01a1n v\u00e0 chi\u1ebfn l\u01b0\u1ee3c gi\u00e1 c\u1ee7a b\u1ea1n \u0111\u00e3 cho ph\u00e9p l\u1ee3i nhu\u1eadn \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n \u1edf c\u00e1c giai \u0111o\u1ea1n kh\u00e1c nhau, th\u00ec th\u00f4ng qua c\u00e1c \u0111\u1ea1i l\u00fd b\u00ean th\u1ee9 3 c\u00f3 th\u1ec3 l\u00e0 m\u1ed9t l\u1ed9 tr\u00ecnh t\u1ed1t cho b\u1ea1n. V\u1edbi h\u00ecnh th\u1ee9c n\u00e0y b\u1ea1n c\u00f3 th\u1ec3 xem x\u00e9t:<\/p>\n

Nh\u00e0 b\u00e1n l\u1ebb (retailer)<\/strong>\u00a0– b\u1ea1n b\u00e1n tr\u1ef1c ti\u1ebfp cho nh\u00e0 b\u00e1n l\u1ebb, sau \u0111\u00f3 b\u00e1n s\u1ea3n ph\u1ea9m c\u1ee7a b\u1ea1n v\u1edbi m\u1ee9c l\u00e3i b\u1ed5 sung \u0111i \u0111\u1ebfn ng\u01b0\u1eddi ti\u00eau d\u00f9ng cu\u1ed1i. C\u00e1c nh\u00e0 b\u00e1n l\u1ebb c\u00f3 th\u1ec3 l\u00e0 c\u1eeda h\u00e0ng v\u1eadt l\u00fd ho\u1eb7c c\u1eeda h\u00e0ng tr\u1ef1c tuy\u1ebfn. M\u1ed9t s\u1ed1 nh\u00e0 b\u00e1n l\u1ebb tr\u1ef1c tuy\u1ebfn th\u1eadm ch\u00ed c\u00f3 th\u1ec3 kh\u00f4ng mua s\u1ea3n ph\u1ea9m c\u1ee7a b\u1ea1n t\u1eeb b\u1ea1n \u0111\u1ec3 b\u00e1n – h\u1ecd c\u00f3 th\u1ec3 ch\u1ec9 c\u1ea7n \u0111\u1eb7t h\u00e0ng \u0111\u1ec3 b\u1ea1n th\u1ef1c hi\u1ec7n v\u1edbi gi\u00e1 th\u1ecfa thu\u1eadn (nh\u01b0 th\u1ecb tr\u01b0\u1eddng Amazon).<\/p>\n

Nh\u00e0 b\u00e1n bu\u00f4n (wholesaler)<\/strong>\u00a0– b\u1ea1n b\u00e1n s\u1ea3n ph\u1ea9m c\u1ee7a m\u00ecnh cho nh\u00e0 b\u00e1n bu\u00f4n, sau \u0111\u00f3 h\u1ecd b\u00e1n cho nh\u00e0 b\u00e1n l\u1ebb. L\u01b0u \u00fd r\u1eb1ng b\u00e1n s\u1ec9 th\u01b0\u1eddng s\u1ebd c\u00f3 c\u00e1c l\u0129nh v\u1ef1c chuy\u00ean m\u00f4n m\u00e0 h\u1ecd t\u1eadp trung v\u00e0o. \u0110i\u1ec1u n\u00e0y c\u00f3 ngh\u0129a l\u00e0 nh\u00e0 b\u00e1n bu\u00f4n ph\u00f9 h\u1ee3p c\u00f3 th\u1ec3 cung c\u1ea5p m\u1ed9t l\u1ed9 tr\u00ecnh tuy\u1ec7t v\u1eddi v\u00e0o m\u1ed9t th\u1ecb tr\u01b0\u1eddng c\u1ee5 th\u1ec3 cho s\u1ea3n ph\u1ea9m c\u1ee7a b\u1ea1n.<\/p>\n

Nh\u00e0 ph\u00e2n ph\u1ed1i (distributor)<\/strong>\u00a0– nh\u00e0 ph\u00e2n ph\u1ed1i th\u01b0\u1eddng l\u00e0 m\u1ed9t b\u01b0\u1edbc tr\u01b0\u1edbc nh\u00e0 b\u00e1n bu\u00f4n v\u00e0 s\u1ebd c\u00f3 th\u1ecfa thu\u1eadn \u0111\u1ed9c quy\u1ec1n cho m\u1ed9t l\u00e3nh th\u1ed5 c\u1ee5 th\u1ec3. H\u1ecd c\u00f3 th\u1ec3 b\u00e1n cho c\u00e1c nh\u00e0 b\u00e1n bu\u00f4n, b\u00e1n l\u1ebb ho\u1eb7c b\u1ea5t k\u1ef3 k\u00eanh n\u00e0o h\u1ecd \u0111\u00e3 ph\u00e1t tri\u1ec3n. B\u1ea1n c\u1ea7n c\u00f3 nh\u1eefng b\u01b0\u1edbc \u0111i c\u1ea9n th\u1eadn v\u1edbi c\u00e1c th\u1ecfa thu\u1eadn \u0111\u1ed9c quy\u1ec1n. C\u00f3 m\u1ed9t m\u1ed1i nguy l\u00e0 b\u1ea1n c\u00f3 th\u1ec3 k\u00fd k\u1ebft v\u1edbi m\u1ed9t b\u00ean m\u00e0 sau \u0111\u00f3 h\u1ecd kh\u00f4ng mua theo s\u1ed1 l\u01b0\u1ee3ng. Trong tr\u01b0\u1eddng h\u1ee3p n\u00e0y, m\u1ed9t th\u1ecfa thu\u1eadn v\u1ec1 s\u1ed1 l\u01b0\u1ee3ng t\u1ed1i thi\u1ec3u l\u00fd t\u01b0\u1edfng c\u1ea7n \u0111\u01b0\u1ee3c \u0111\u01b0a ra.<\/p>\n

X\u00e2y d\u1ef1ng k\u00eanh ph\u00e2n ph\u1ed1i c\u1ee7a ri\u00eang b\u1ea1n<\/strong><\/p>\n

\"\"<\/strong><\/p>\n

X\u00e2y d\u1ef1ng k\u00eanh ph\u00e2n ph\u1ed1i c\u1ee7a ri\u00eang b\u1ea1n kh\u00f4ng ph\u1ea3i l\u00e0 m\u1ed9t qu\u00e1 tr\u00ecnh d\u1ec5 d\u00e0ng v\u00e0 kh\u00e1 m\u1ea5t th\u1eddi gian. Tuy nhi\u00ean, m\u1eb7t t\u00edch c\u1ef1c, \u0111\u00f3 l\u00e0 m\u1ed9t con \u0111\u01b0\u1eddng \u0111\u1ebfn th\u1ecb tr\u01b0\u1eddng v\u1eabn cho ph\u00e9p b\u1ea1n duy tr\u00ec s\u1ef1 ki\u1ec3m so\u00e1t ch\u1eb7t ch\u1ebd h\u01a1n \u0111\u1ed1i v\u1edbi th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u00ecnh v\u00e0 t\u1ed1c \u0111\u1ed9 gia t\u0103ng doanh s\u1ed1 b\u00e1n h\u00e0ng. N\u00f3 cho ph\u00e9p b\u1ea1n \u0111\u1ea1t \u0111\u01b0\u1ee3c ph\u1ea1m vi \u0111\u1ecba l\u00fd r\u1ed9ng h\u01a1n nhi\u1ec1u v\u1edbi t\u1ed1c \u0111\u1ed9 l\u1edbn h\u01a1n. Ph\u01b0\u01a1ng ph\u00e1p bao g\u1ed3m nh\u01b0\u1ee3ng quy\u1ec1n th\u01b0\u01a1ng m\u1ea1i, th\u1ecfa thu\u1eadn c\u1ea5p ph\u00e9p, m\u00f4 h\u00ecnh marketing theo m\u1ea1ng l\u01b0\u1edbi v\u00e0 nh\u01b0\u1ee3ng b\u1ed9 b\u00e1n l\u1ebb (retail concessions). C\u01a1 b\u1ea3n l\u00e0 b\u1ea1n \u0111ang x\u00e2y d\u1ef1ng c\u01a1 s\u1edf h\u1ea1 t\u1ea7ng c\u1ee7a ri\u00eang m\u00ecnh \u0111\u1ec3 ph\u00e2n ph\u1ed1i s\u1ea3n ph\u1ea9m.<\/p>\n

Hoa h\u1ed3ng d\u1ef1a tr\u00ean quan h\u1ec7 \u0111\u1ed1i t\u00e1c<\/strong><\/p>\n

\"\"<\/strong><\/p>\n

Ph\u01b0\u01a1ng ph\u00e1p n\u00e0y th\u01b0\u1eddng kh\u00f4ng \u0111\u01b0\u1ee3c s\u1eafp x\u1ebfp m\u1ed9t c\u00e1ch c\u1ea5u tr\u00fac. Th\u00f4ng th\u01b0\u1eddng l\u00e0 m\u1ed9t b\u00ean th\u1ee9 ba mu\u1ed1n h\u1ee3p t\u00e1c v\u1edbi c\u00f4ng ty c\u1ee7a b\u1ea1n \u0111\u1ec3 qu\u1ea3ng b\u00e1 s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 c\u1ee7a b\u1ea1n \u0111\u1ec3 \u0111\u1ed5i l\u1ea5y kho\u1ea3n thanh to\u00e1n hoa h\u1ed3ng cho b\u1ea5t k\u1ef3 doanh s\u1ed1 n\u00e0o \u0111\u01b0\u1ee3c t\u1ea1o ra. \u0110\u00e2y c\u00f3 th\u1ec3 l\u00e0 c\u00e1c th\u1ecfa thu\u1eadn h\u1ee3p t\u00e1c c\u00f3 c\u1ea5u tr\u00fac l\u1ecfng l\u1ebbo, c\u00e1c \u0111\u1ea1i l\u00fd b\u00e1n h\u00e0ng \u0111\u1ed9c l\u1eadp, c\u00e1c \u0111\u1ed1i t\u00e1c nh\u00e3n tr\u1eafng (b\u00e1n s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 c\u1ee7a b\u1ea1n d\u01b0\u1edbi th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a h\u1ecd) ho\u1eb7c c\u00e1c chi nh\u00e1nh. L\u1ee3i \u00edch c\u1ee7a c\u00e1c lo\u1ea1i s\u1eafp x\u1ebfp n\u00e0y l\u00e0 ch\u1ec9 c\u00f3 m\u1ed9t chi ph\u00ed cho vi\u1ec7c b\u00e1n h\u00e0ng khi vi\u1ec7c b\u00e1n h\u00e0ng \u0111\u00e3 di\u1ec5n ra. H\u1ecd \u0111ang th\u1ef1c hi\u1ec7n t\u1ea5t c\u1ea3 c\u00e1c ho\u1ea1t \u0111\u1ed9ng qu\u1ea3ng b\u00e1 thay m\u1eb7t b\u1ea1n v\u00e0 b\u1ea1n ch\u1ec9 \u0111ang th\u1ef1c hi\u1ec7n l\u1eddi h\u1ee9a v\u1ec1 s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5. M\u1eb7c d\u00f9 b\u1ea1n \u0111ang t\u1eeb b\u1ecf m\u1ed9t s\u1ed1 ti\u1ec1n l\u1ee3i nhu\u1eadn,nh\u01b0ng nh\u1eefng g\u00ec b\u1ea1n \u0111ang ti\u1ebft ki\u1ec7m v\u1ec1 th\u1eddi gian b\u00e1n h\u00e0ng v\u00e0 marketing v\u00e0 v\u1ea5n \u0111\u1ec1 chi ph\u00ed th\u01b0\u1eddng v\u01b0\u1ee3t xa \u0111i\u1ec1u n\u00e0y. M\u1ed9t s\u1ed1 gi\u1ea3i ph\u00e1p ph\u1ea7n m\u1ec1m theo d\u00f5i li\u00ean k\u1ebft d\u1ef1a tr\u00ean h\u1ec7 th\u1ed1ng l\u01b0u tr\u1eef \u0111\u00e1m m\u00e2y gi\u1ea3i quy\u1ebft vi\u1ec7c qu\u1ea3n l\u00fd kh\u00e1 \u0111au \u0111\u1ea7u c\u00e1c th\u1ecfa thu\u1eadn nh\u01b0 v\u1eady.<\/p>\n

Giai \u0111o\u1ea1n 2 – \u0110\u00e1nh gi\u00e1 c\u00e1c c\u01a1 h\u1ed9i<\/strong><\/h3>\n

Khi b\u1ea1n \u0111\u00e3 x\u00e1c \u0111\u1ecbnh \u0111\u01b0\u1ee3c nh\u1eefng th\u1ee9 c\u00f3 kh\u1ea3 n\u0103ng ph\u00f9 h\u1ee3p v\u1edbi m\u00f4 h\u00ecnh kinh doanh c\u1ee7a m\u00ecnh, b\u1ea1n mu\u1ed1n \u0111\u00e1nh gi\u00e1 \u01b0u \u0111i\u1ec3m\u00a0 v\u00e0 nh\u01b0\u1ee3c \u0111i\u1ec3m c\u1ee7a t\u1ea5t c\u1ea3 ch\u00fang v\u00e0 ph\u00e2n t\u00edch nh\u01b0 b\u00ean d\u01b0\u1edbi c\u00f3 th\u1ec3 n\u1eb1m trong quy tr\u00ecnh n\u00e0y:<\/p>\n

\"\"<\/p>\n

Qu\u00e1 tr\u00ecnh mua – t\u1eeb l\u00e3i (interest) \u0111\u1ebfn doanh s\u1ed1 (sale)<\/strong><\/p>\n

Qu\u00e1 tr\u00ecnh mua h\u00e0ng c\u1ee7a kh\u00e1ch h\u00e0ng c\u00f3 \u0111\u01a1n gi\u1ea3n? Th\u00f4ng th\u01b0\u1eddng, n\u00f3 l\u00e0 vi\u1ec7c mua h\u00e0ng ng\u1eabu nhi\u00ean kh\u00f4ng c\u00f3 k\u1ebf ho\u1ea1ch (impulse purchase), ho\u1eb7c n\u00f3 c\u00f3 kh\u1ea3 n\u0103ng l\u00e0 vi\u1ec7c mua h\u00e0ng \u0111\u01b0\u1ee3c nghi\u00ean c\u1ee9u d\u1ef1a tr\u00ean c\u00e1c ti\u00eau ch\u00ed t\u00ecm ki\u1ebfm th\u1ef1c t\u1ebf c\u1ee5 th\u1ec3? T\u01b0\u01a1ng t\u00e1c c\u00e1 nh\u00e2n quan tr\u1ecdng nh\u01b0 th\u1ebf n\u00e0o trong qu\u00e1 tr\u00ecnh mua h\u00e0ng? C\u00f3 qu\u00e1 nhi\u1ec1u bi\u1ebfn s\u1ed1 \u0111\u1ec3 \u0111\u00ednh k\u00e8m m\u1ed9t m\u1ee9c gi\u00e1 ti\u00eau chu\u1ea9n \u0111\u1ec3 cung c\u1ea5p. C\u00f3 c\u1ea7n ph\u1ea3i c\u00f3 m\u1ed9t giai \u0111o\u1ea1n b\u00e1o gi\u00e1 ho\u1eb7c giai \u0111o\u1ea1n th\u1eed nghi\u1ec7m v\u00e0o qu\u00e1 tr\u00ecnh mua h\u00e0ng?\u0110\u00e2u l\u00e0 \u0111i\u1ec3m gi\u00e1 c\u1ee7a s\u1ea3n ph\u1ea9m l\u00e0 g\u00ec v\u00e0 v\u1ecb tr\u00ed c\u1ee7a n\u00f3 nh\u01b0 th\u1ebf n\u00e0o (tr\u00ean tr\u1ef1c tuy\u1ebfn)? C\u00f3 r\u1ea5t nhi\u1ec1u \u0111i\u1ec1u c\u1ea7n xem x\u00e9t \u1edf \u0111\u00e2y.<\/p>\n

\"\"<\/p>\n

C\u00e2y l\u1ee3i nhu\u1eadn(the margin tree)<\/strong><\/p>\n

Vi\u1ec7c \u0111\u1ecbnh gi\u00e1 s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 c\u00f3 cho ph\u00e9p c\u00e1c m\u1ee9c l\u1ee3i nhu\u1eadn kh\u00e1c nhau \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n t\u1ea1i c\u00e1c li\u00ean k\u1ebft kh\u00e1c nhau trong chu\u1ed7i ph\u00e2n ph\u1ed1i kh\u00f4ng? N\u1ebfu kh\u00f4ng, hi\u1ec7u su\u1ea5t c\u00f3 th\u1ec3 t\u1ea1o ra nhi\u1ec1u l\u1ee3i nhu\u1eadn kh\u00f4ng ? V\u00ed d\u1ee5: n\u1ebfu s\u1ea3n ph\u1ea9m c\u1ee7a b\u1ea1n l\u00e0 s\u1ea3n ph\u1ea9m ti\u00eau d\u00f9ng v\u00e0 c\u00f3 gi\u00e1 25 b\u1ea3ng \u0111\u00e3 bao g\u1ed3m VAT th\u00ec c\u00e2y l\u1ee3i nhu\u1eadn c\u00f3 th\u1ec3 nh\u01b0 sau.<\/p>\n

\u0110\u01a1n gi\u00e1 b\u00e1n = \u00a3 2,00<\/p>\n

Gi\u00e1 cho nh\u00e0 ph\u00e2n ph\u1ed1i = \u00a3 5,00 (t\u1ef7 l\u1ec7 60% cho nh\u00e0 s\u1ea3n xu\u1ea5t)<\/p>\n

Gi\u00e1 cho nh\u00e0 b\u00e1n bu\u00f4n = \u00a3 7,50 (t\u1ef7 l\u1ec7 33% cho nh\u00e0 ph\u00e2n ph\u1ed1i)<\/p>\n

Gi\u00e1 cho nh\u00e0 b\u00e1n l\u1ebb = \u00a3 12,00 (bi\u00ean \u0111\u1ed9 37,5% cho nh\u00e0 b\u00e1n bu\u00f4n)<\/p>\n

Gi\u00e1 ni\u00eam y\u1ebft \u00a3 25,00 (\u0111\u00e3 bao g\u1ed3m VAT) = 32% cho nh\u00e0 b\u00e1n l\u1ebb)<\/p>\n

\"\"<\/p>\n

T\u1ef7 l\u1ec7 \u0111\u1ea7u t\u01b0 so v\u1edbi t\u1ef7 l\u1ec7 l\u1ee3i nhu\u1eadn (margin scale)<\/strong><\/p>\n

Trong v\u00ed d\u1ee5 tr\u00ean, v\u1ec1 m\u1eb7t n\u00e0y, b\u1ea1n ngh\u0129 ch\u1eafc r\u1eb1ng v\u1eady t\u1ed1t h\u01a1n l\u00e0 b\u00e1n tr\u1ef1c ti\u1ebfp v\u00ec ch\u00fang t\u00f4i s\u1ebd \u0111\u1ea1t \u0111\u01b0\u1ee3c gi\u00e1 b\u00e1n 25 b\u1ea3ng so v\u1edbi \u00a3 5. Tuy nhi\u00ean, nh\u01b0 \u0111\u00e3 \u0111\u1ec1 c\u1eadp tr\u01b0\u1edbc \u0111\u00f3, b\u1ea1n ph\u1ea3i t\u00ednh \u0111\u1ebfn VAT (t\u1ee9c l\u00e0 gi\u1ea3m th\u00eam 5 b\u1ea3ng ti\u1ec1n l\u00e3i c\u1ee7a b\u1ea1n) v\u00e0 c\u00f3 th\u1ec3 l\u00e0 m\u1ed9t kho\u1ea3n ph\u00ed giao d\u1ecbch (gi\u1ea3 s\u1eed l\u00e0 \u00a3 1,50). L\u00fac n\u00e0y l\u1ee3i nhu\u1eadn trong b\u00e1n h\u00e0ng tr\u1ef1c ti\u1ebfp \u00a3 25 l\u00e0 \u00a3 16,50 (66%) – ch\u1ec9 ch\u00eanh l\u1ec7ch 6% so v\u1edbi b\u00e1n cho nh\u00e0 ph\u00e2n ph\u1ed1i v\u1edbi gi\u00e1 \u00a3 5, v\u00e0 th\u1ef1c t\u1ebf \u00edt h\u01a1n so v\u1edbi b\u00e1n tr\u1ef1c ti\u1ebfp ho\u1eb7c b\u00e1n l\u1ebb (m\u1eb7c d\u00f9 v\u1eabn c\u00f3 nhi\u1ec1u l\u1ee3i nhu\u1eadn h\u01a1n v\u1ec1 gi\u00e1 tr\u1ecb ti\u1ec1n t\u1ec7 m\u1ed7i \u0111\u01a1n \u0111\u1eb7t h\u00e0ng).<\/p>\n

C\u00e2n nh\u1eafc v\u1ec1 s\u1ed1 l\u01b0\u1ee3ng (volume)<\/strong><\/p>\n

Tuy nhi\u00ean, \u0111i\u1ec1u b\u1ea1n c\u0169ng c\u1ea7n xem x\u00e9t l\u00e0 s\u1ed1 l\u01b0\u1ee3ng. B\u00e1n h\u00e0ng tr\u1ef1c ti\u1ebfp cho kh\u00e1ch h\u00e0ng l\u00e0 1 \u0111\u01a1n v\u1ecb. Nh\u00e0 ph\u00e2n ph\u1ed1i, b\u00e1n bu\u00f4n ho\u1eb7c b\u00e1n l\u1ebb c\u00f3 th\u1ec3 l\u00e0 10, 100 ho\u1eb7c 1000 \u0111\u01a1n v\u1ecb trong m\u1ed9t giao d\u1ecbch (\u0111\u1eb7c bi\u1ec7t n\u1ebfu giao d\u1ecbch v\u1edbi m\u1ed9t chu\u1ed7i c\u1eeda h\u00e0ng b\u00e1n l\u1ebb thay v\u00ec m\u1ed9t c\u1eeda h\u00e0ng).<\/p>\n

Sau \u0111\u00f3, b\u1ea1n ph\u1ea3i c\u00e2n b\u1eb1ng th\u1eddi gian v\u00e0 c\u00f4ng s\u1ee9c v\u00e0 chi ph\u00ed marketing \u0111\u1ec3 c\u00f3 \u0111\u01b0\u1ee3c 1000 doanh s\u1ed1 b\u00e1n h\u00e0ng tr\u1ef1c ti\u1ebfp so v\u1edbi 2 nh\u00e0 b\u00e1n bu\u00f4n ho\u1eb7c nh\u00e0 b\u00e1n l\u1ebb \u0111\u1eb7t h\u00e0ng 500 \u0111\u01a1n v\u1ecb m\u1ed7i \u0111\u01a1n v\u1ecb (c\u1ed9ng v\u1edbi gi\u00e1 tr\u1ecb l\u1eb7p l\u1ea1i ti\u1ec1m n\u0103ng c\u1ee7a h\u1ecd). V\u1edbi KPI \u0111\u01b0\u1ee3c thi\u1ebft l\u1eadp tr\u01b0\u1edbc r\u00f5 r\u00e0ng, b\u1ea1n c\u00f3 th\u1ec3 t\u00ednh ra \u0111\u01b0\u1ee3c \u0111\u00e2u l\u00e0 h\u1ec7 th\u1ed1ng ph\u00e2n ph\u1ed1i kinh t\u1ebf h\u01a1n. Kh\u00f4ng c\u00f3 c\u00e2u tr\u1ea3 l\u1eddi \u0111\u00fang hay sai – n\u00f3 s\u1ebd ph\u1ee5 thu\u1ed9c v\u00e0o s\u1ea3n ph\u1ea9m \/ d\u1ecbch v\u1ee5 v\u00e0 m\u00f4 h\u00ecnh kinh doanh c\u1ee7a b\u1ea1n.<\/p>\n

T\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng<\/strong><\/p>\n

B\u1ea1n c\u1ea7n xem x\u00e9t t\u1ea7m quan tr\u1ecdng c\u1ee7a t\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng. M\u00f4 h\u00ecnh kinh doanh c\u1ee7a b\u1ea1n t\u1eadp trung v\u00e0o m\u1ed9t m\u1ee9c gi\u00e1 cao, t\u1ef7 su\u1ea5t l\u1ee3i nhu\u1eadn cao v\u00e0 doanh s\u1ed1 th\u1ea5p hay\u00a0 t\u1ef7 l\u1ec7 l\u1ee3i nhu\u1eadn th\u1ea5p, doanh s\u1ed1 cao (ho\u1eb7c m\u1ed9t n\u01a1i n\u00e0o \u0111\u00f3 \u1edf gi\u1eefa)? B\u1ea1n \u0111\u00e3 \u0111\u1ea7u t\u01b0 bao nhi\u00eau \u0111\u1ec3 \u0111\u01b0a doanh nghi\u1ec7p c\u1ee7a m\u00ecnh \u0111\u1ebfn \u0111\u00e2u v\u00e0 trong bao l\u00e2u, b\u1ea1n ho\u1eb7c c\u00e1c nh\u00e0 \u0111\u1ea7u t\u01b0 c\u1ee7a b\u1ea1n c\u1ea7n ph\u1ea3i ho\u00e0n v\u1ed1n? D\u00f2ng ti\u1ec1n nhi\u1ec1u hay \u00edt? C\u00f3 ph\u1ea3i ch\u1ec9 c\u00f3 m\u1ed9t c\u1eeda c\u01a1 h\u1ed9i nh\u1ecf m\u00e0 b\u1ea1n c\u1ea7n khai th\u00e1c \u0111\u1ec3 t\u1ed1i \u0111a h\u00f3a l\u1ee3i nhu\u1eadn? T\u1ea5t c\u1ea3 nh\u1eefng \u0111i\u1ec3m n\u00e0y c\u1ea7n xem x\u00e9t.<\/p>\n

\"\"<\/p>\n

Th\u1ebf l\u01b0\u1ee1ng nan v\u1ec1 n\u0103ng l\u1ef1c<\/strong><\/p>\n

M\u1ed9t y\u1ebfu t\u1ed1 kh\u00e1c c\u1ea7n xem x\u00e9t \u0111\u1eb7c bi\u1ec7t trong nh\u1eefng ng\u00e0y \u0111\u1ea7u , \u0111\u00f3 l\u00e0 m\u1ee9c \u0111\u1ed9 n\u0103ng l\u1ef1c m\u00e0 b\u1ea1n c\u00f3. \u0110i\u1ec1u n\u00e0y ph\u1ea7n l\u1edbn c\u00f3 th\u1ec3 chi ph\u1ed1i m\u1ee9c \u0111\u1ed9 nhanh ch\u00f3ng b\u1ea1n c\u00f3 th\u1ec3 ph\u00e1t tri\u1ec3n v\u00e0 c\u00f3 th\u1ec3 b\u1ecb \u1ea3nh h\u01b0\u1edfng b\u1edfi m\u1ed9t s\u1ed1 y\u1ebfu t\u1ed1. Ch\u00fang bao g\u1ed3m s\u1ef1 ph\u1ee9c t\u1ea1p c\u1ee7a vi\u1ec7c cung c\u1ea5p, s\u1ef1 s\u1eb5n c\u00f3 c\u1ee7a nguy\u00ean li\u1ec7u th\u00f4, s\u1ee9c ng\u01b0\u1eddi (c\u00f3 d\u1ec5 tuy\u1ec3n d\u1ee5ng) v\u00e0 th\u1eddi gian (gi\u1edd trong ng\u00e0y). Lu\u00f4n lu\u00f4n c\u00f3 m\u1ed9t s\u1ef1 c\u00e2n b\u1eb1ng t\u1ed1t gi\u1eefa cung v\u00e0 c\u1ea7u? B\u1ea1n c\u00f3 \u0111\u1ee7 kh\u1ea3 n\u0103ng \u0111\u1ec3 n\u1eafm gi\u1eef c\u1ed5 phi\u1ebfu hay n\u00f3 ch\u1ec9 l\u00e0 m\u1ed9t m\u00f4 h\u00ecnh kinh doanh th\u1eddi v\u1ee5? N\u1ebfu b\u1ea1n \u0111\u00e3 \u0111i xu\u1ed1ng tuy\u1ebfn b\u00e1n l\u1ea1i c\u1ee7a b\u00ean th\u1ee9 ba \u0111\u1ec3 marketing v\u00e0 tu\u1ea7n t\u1edbi h\u1ecd s\u1ebd \u0111\u1eb7t h\u00e0ng t\u01b0\u01a1ng \u0111\u01b0\u01a1ng v\u1edbi ba th\u00e1ng giao d\u1ecbch tr\u01b0\u1edbc \u0111\u00f3 c\u1ee7a b\u1ea1n, b\u1ea1n c\u00f3 th\u1ec3 th\u1ef1c hi\u1ec7n \u0111\u01b0\u1ee3c (v\u00e0 c\u00f3 l\u1ee3i nhu\u1eadn) kh\u00f4ng? C\u01a1 h\u1ed9i l\u1edbn nh\u1ea5t c\u1ee7a b\u1ea1n \u0111\u00f4i khi l\u1ea1i l\u00e0 v\u1ea5n \u0111\u1ec1 \u0111au \u0111\u1ea7u nh\u1ea5t<\/p>\n

Ki\u1ec3m so\u00e1t th\u01b0\u01a1ng hi\u1ec7u<\/strong><\/p>\n

B\u1ea1n \u0111\u00e3 t\u1ea1o ra \u0111\u1ee9a con n\u00e0y v\u00e0 b\u1ea1n c\u00f3 m\u1ed9t s\u1ee9 m\u1ec7nh \/ m\u1ee5c \u0111\u00edch, t\u1ea7m nh\u00ecn v\u00e0 gi\u00e1 tr\u1ecb r\u00f5 r\u00e0ng. S\u1ebd, ho\u1eb7c c\u00f3 th\u1ec3, b\u00ean th\u1ee9 3 c\u00f3 th\u1ecfa hi\u1ec7p nh\u1eefng \u0111i\u1ec1u n\u00e0y? B\u1ea1n s\u1ebd c\u1ea3m th\u1ea5y th\u1ebf n\u00e0o n\u1ebfu \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n b\u1ecb t\u1ed5n h\u1ea1i do gi\u1ea3m gi\u00e1 ho\u1eb7c m\u1ed9t s\u1ed1 PR ti\u00eau c\u1ef1c \u0111\u1ebfn t\u1eeb ng\u01b0\u1eddi b\u00e1n l\u1ea1i, \u0111i\u1ec1u n\u00e0y c\u00f3 t\u00e1c \u0111\u1ed9ng ti\u00eau c\u1ef1c \u0111\u1ebfn th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n th\u00f4ng qua vi\u1ec7c li\u00ean k\u1ebft? L\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 ki\u1ec3m so\u00e1t th\u01b0\u01a1ng hi\u1ec7u? V\u1edbi nhi\u1ec1u ch\u1ee7 doanh nghi\u1ec7p, b\u1ea3o v\u1ec7 th\u01b0\u01a1ng hi\u1ec7u l\u00e0 \u01b0u ti\u00ean h\u00e0ng \u0111\u1ea7u (v\u1edbi s\u01b0 m\u1ec7nh m\u1ea1nh m\u1ebd m\u00e0 h\u1ecd \u0111\u00e3 thi\u1ebft l\u1eadp t\u1eeb \u0111\u1ea7u) \u0110\u1ed1i v\u1edbi nhi\u1ec1u \u0111\u1ed1i t\u00e1c kinh doanh, n\u00f3 s\u1ebd ch\u1ec9 l\u00e0 nh\u1eefng g\u00ec ki\u1ebfm \u0111\u01b0\u1ee3c nhi\u1ec1u ti\u1ec1n nh\u1ea5t.<\/p>\n

K\u1ebft<\/strong><\/h3>\n

B\u1ea1n c\u00f3 th\u1ec3 th\u1ea5y r\u1eb1ng c\u00f3 r\u1ea5t nhi\u1ec1u \u0111i\u1ec1u c\u1ea7n xem x\u00e9t v\u1ec1 m\u1ed9t trong nh\u1eefng y\u1ebfu t\u1ed1 c\u01a1 b\u1ea3n c\u1ee7a doanh nghi\u1ec7p \u2013 ph\u00e2n ph\u1ed1i. Nhi\u1ec1u ng\u01b0\u1eddi th\u1eadm ch\u00ed kh\u00f4ng coi \u0111i\u1ec1u n\u00e0y l\u00e0 c\u00f3 li\u00ean quan \u0111\u1ebfn marketing tr\u1eeb khi h\u1ecd x\u00e1c \u0111\u1ecbnh \u0111\u01b0\u1ee3c doanh nghi\u1ec7p mu\u1ed1n \u0111i \u0111\u00e2u (m\u1ee5c ti\u00eau doanh nghi\u1ec7p) v\u00e0 \u0111\u1ec3 bi\u1ebft \u0111\u1ed1i t\u01b0\u1ee3ng m\u00e0 doanh nghi\u1ec7p \u0111ang c\u1ed1 g\u1eafng thu h\u00fat c\u1ea7n k\u00edp \u0111i\u1ec1u g\u00ec. Sau c\u00f9ng, c\u00e2u h\u1ecfi \u0111\u1eb7t ra l\u00e0 li\u1ec7u c\u00f3 m\u1ed9t l\u1ed9 tr\u00ecnh thay th\u1ebf cho th\u1ecb tr\u01b0\u1eddng m\u00e0 b\u1ea1n ch\u01b0a t\u1eebng xem x\u00e9t tr\u01b0\u1edbc \u0111\u00e2y kh\u00f4ng?<\/p>\n

Th\u00f4ng th\u01b0\u1eddng, nhi\u1ec7m v\u1ee5 c\u1ee7a marketing s\u1ebd kh\u00f4ng ch\u1ec9 li\u00ean quan \u0111\u1ebfn c\u00e1ch th\u00fac \u0111\u1ea9y nhu c\u1ea7u t\u1eeb kh\u00e1ch h\u00e0ng cu\u1ed1i c\u00f9ng cho s\u1ea3n ph\u1ea9m c\u1ee7a b\u1ea1n, m\u00e0 c\u00f2n l\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 thu h\u00fat c\u00e1c b\u00ean kh\u00e1c nhau \u0111\u1ec3 \u0111\u01b0a s\u1ea3n ph\u1ea9m c\u1ee7a b\u1ea1n t\u1edbi nhi\u1ec1u \u0111\u1ed1i t\u01b0\u1ee3ng h\u01a1n.<\/p>\n","protected":false},"excerpt":{"rendered":"

S\u1ea3n ph\u1ea9m d\u1ecbch v\u1ee5 c\u1ee7a b\u1ea1n hi\u1ec7n \u0111\u00e3 \u0111\u01b0\u1ee3c ho\u00e0n thi\u1ec7n, k\u00e8m theo chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u cho m\u1ed9t th\u1ecb tr\u01b0\u1eddng r\u1ea5t c\u1ee5 th\u1ec3. B\u00e2y gi\u1edd t\u1ea5t c\u1ea3 vi\u1ec7c b\u1ea1n ph\u1ea3i l\u00e0m l\u00e0 b\u00e1n n\u00f3, v\u00e0 l\u00fac n\u00e0y ta c\u1ea7n m\u1ed9t h\u1ec7 th\u1ed1ng ph\u00e2n ph\u1ed1i. S\u1ebd c\u1ea7n th\u1eddi gian v\u00e0 c\u00f4ng s\u1ee9c \u0111\u1ec3 […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[231],"tags":[],"_links":{"self":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/5545"}],"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=5545"}],"version-history":[{"count":0,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/5545\/revisions"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=5545"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=5545"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=5545"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}