{"id":55619,"date":"2023-12-20T15:19:39","date_gmt":"2023-12-20T08:19:39","guid":{"rendered":"https:\/\/masterskills.org\/blog\/loi-ich-ly-tinh-va-loi-ich-cam-tinh-cua-thuong-hieu.html"},"modified":"2023-12-20T15:19:39","modified_gmt":"2023-12-20T08:19:39","slug":"loi-ich-ly-tinh-va-loi-ich-cam-tinh-cua-thuong-hieu","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/loi-ich-ly-tinh-va-loi-ich-cam-tinh-cua-thuong-hieu.html","title":{"rendered":"L\u1ee3i \u00edch l\u00fd t\u00ednh v\u00e0 l\u1ee3i \u00edch c\u1ea3m t\u00ednh c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u"},"content":{"rendered":"<div id=\"test\">L\u1ee3i \u00edch l\u00fd t\u00ednh <em>(functional benefits)<\/em> v\u00e0 l\u1ee3i \u00edch c\u1ea3m t\u00ednh <em>(emotional benefits)<\/em> l\u00e0 2 thu\u1ed9c t\u00ednh c\u01a1 b\u1ea3n nh\u1ea5t c\u1ee7a s\u1ea3n ph\u1ea9m hay d\u1ecbch v\u1ee5 \u0111\u1ed1i v\u1edbi ng\u01b0\u1eddi ti\u00eau d\u00f9ng. N\u1ebfu nh\u01b0 \u0111\u1ed1i v\u1edbi l\u1ee3i \u00edch l\u00fd t\u00ednh, kh\u00e1ch h\u00e0ng c\u00f3 th\u1ec3 \u0111\u00e1nh gi\u00e1 ngay l\u1eadp t\u1ee9c b\u1eb1ng m\u1eaft nh\u00ecn, tai nghe trong qu\u00e1 tr\u00ecnh s\u1eed d\u1ee5ng th\u00ec l\u1ee3i \u00edch c\u1ea3m t\u00ednh t\u1ed3n t\u1ea1i ch\u1ee7 y\u1ebfu d\u1ef1a tr\u00ean kh\u00eda c\u1ea1nh t\u00e2m l\u00fd, c\u1ee5 th\u1ec3 l\u00e0 nh\u1eefng \u0111\u00e1nh gi\u00e1 v\u1ec1 m\u1eb7t c\u1ea3m x\u00fac \u0111\u1ed1i v\u1edbi s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5.<\/p>\n<div id=\"attachment_12150\" style=\"width: 740px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-12150\" src=\"https:\/\/masterskills.org\/blog\/wp-content\/uploads\/2023\/12\/functional-benefit.jpg\" alt=\"l\u1ee3i \u00edch l\u00fd t\u00ednh v\u00e0 l\u1ee3i \u00edch c\u1ea3m t\u00ednh\" width=\"730\" height=\"392\" title=\"functional-benefit\"><\/p>\n<p class=\"wp-caption-text\">Nh\u1eefng th\u00e0nh t\u1ed1 c\u1ee7a l\u1ee3i \u00edch l\u00fd t\u00ednh v\u00e0 l\u1ee3i \u00edch c\u1ea3m t\u00ednh<\/p>\n<\/div>\n<p>Ng\u00e0y nay, marketing t\u1eadp trung v\u00e0o vi\u1ec7c x\u00e2y d\u1ef1ng danh ti\u1ebfng th\u01b0\u01a1ng hi\u1ec7u, \u0111\u1ed3ng th\u1eddi t\u1ea1o v\u0103n h\u00f3a doanh nghi\u1ec7p ph\u1ea3n \u00e1nh \u0111\u01b0\u1ee3c tinh th\u1ea7n c\u00f4ng ty. Thay v\u00ec rao gi\u1ea3ng th\u00f4ng \u0111i\u1ec7p t\u1edbi t\u1eebng kh\u00e1ch h\u00e0ng, nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u l\u1edbn nh\u1ea5t \u201cb\u00ed m\u1eadt\u201d t\u1ea1o \u0111\u1ed9ng l\u1ef1c cho kh\u00e1ch h\u00e0ng, khi\u1ebfn h\u1ecd ch\u1ea5p nh\u1eadn \u201cr\u00fat v\u00ed\u201d v\u00e0 qu\u1ea3ng b\u00e1 s\u1ea3n ph\u1ea9m\/c\u00f4ng ty t\u1edbi nh\u1eefng ng\u01b0\u1eddi xung quanh. Trong th\u1ebf gi\u1edbi ng\u00e0y nay, th\u01b0\u01a1ng hi\u1ec7u kh\u00f4n ngoan lu\u00f4n bi\u1ebft c\u00e1ch t\u00ecm \u0111\u01b0\u1ee3c ch\u1ed7 \u0111\u1ee9ng trong t\u00e2m tr\u00ed v\u00e0 tr\u00e1i tim kh\u00e1ch h\u00e0ng.<\/p>\n<h2 id=\"1-cac-thuong-hieu-can-tro-nen-tot-hon-khac-biet-hon-hay-re-hon\">C\u00e1c th\u01b0\u01a1ng hi\u1ec7u c\u1ea7n tr\u1edf n\u00ean t\u1ed1t h\u01a1n, kh\u00e1c bi\u1ec7t h\u01a1n hay r\u1ebb h\u01a1n<\/h2>\n<p>M\u1ed9t trong nh\u1eefng l\u1ed7i l\u1edbn nh\u1ea5t m\u00e0 c\u00e1c th\u01b0\u01a1ng hi\u1ec7u th\u01b0\u1eddng hay m\u1eafc ph\u1ea3i l\u00e0 n\u00f3i \u201cra r\u1ea3\u201d nh\u1eefng \u0111\u1eb7c \u0111i\u1ec3m n\u1ed5i b\u1eadt nh\u1ea5t c\u1ee7a s\u1ea3n ph\u1ea9m v\u1edbi kh\u00e1ch h\u00e0ng (c\u00e1i b\u1ea1n l\u00e0m) h\u01a1n l\u00e0 tr\u00f2 chuy\u1ec7n v\u1edbi h\u1ecd v\u1ec1 nh\u1eefng l\u1ee3i \u00edch l\u00fd t\u00ednh, hay c\u00f2n g\u1ecdi l\u00e0 l\u1ee3i \u00edch v\u1ec1 m\u1eb7t ch\u1ee9c n\u0103ng (c\u00e1i h\u1ecd nh\u1eadn \u0111\u01b0\u1ee3c) v\u00e0 l\u1ee3i \u00edch c\u1ea3m t\u00ednh (h\u1ecd c\u1ea3m th\u1ea5y ra sao).<\/p>\n<p>Ch\u1ec9 c\u1ea7n d\u00e0nh n\u1eeda ti\u1ebfng m\u1ed7i t\u1ed1i xem TV th\u00f4i, b\u1ea1n s\u1ebd l\u1eadp t\u1ee9c th\u1ea5y ngay c\u00e1c th\u01b0\u01a1ng hi\u1ec7u ng\u00e0y nay \u0111ang rao gi\u1ea3ng d\u00e0y \u0111\u1eb7c nh\u1eefng kh\u00eda c\u1ea1nh \u201ch\u00e1i ra ti\u1ec1n\u201d c\u1ee7a s\u1ea3n ph\u1ea9m t\u1edbi kh\u00e1ch h\u00e0ng nh\u01b0 th\u1ebf n\u00e0o. \u0110\u1eb7c \u0111i\u1ec3m, c\u00f4ng d\u1ee5ng, ch\u1ee9c n\u0103ng\u2026 c\u1ee7a s\u1ea3n ph\u1ea9m tr\u1edf th\u00e0nh th\u1ee9 \u201cb\u1eaft bu\u1ed9c ph\u1ea3i c\u00f3\u201d trong m\u1ed7i qu\u1ea3ng c\u00e1o. Lo\u1ea1i marketing n\u00e0y \u0111\u01a1n gi\u1ea3n l\u00e0 b\u1eaft kh\u00e1ch h\u00e0ng ph\u1ea3i t\u1ef1 kh\u00e1m ph\u00e1 ra nh\u1eefng g\u00ec h\u1ecd nh\u1eadn \u0111\u01b0\u1ee3c t\u1eeb c\u00f4ng ty c\u1ee7a b\u1ea1n. Trong m\u1ed9t th\u1ebf gi\u1edbi truy\u1ec1n th\u00f4ng \u0111\u00f4ng \u0111\u00fac hi\u1ec7n nay, ng\u01b0\u1eddi ti\u00eau d\u00f9ng nh\u00ecn th\u1ea5y t\u1edbi 7000 th\u00f4ng \u0111i\u1ec7p th\u01b0\u01a1ng hi\u1ec7u m\u1ed7i ng\u00e0y. B\u1ea1n s\u1ebd d\u1ec5 d\u00e0ng \u0111\u00e1nh m\u1ea5t c\u01a1 h\u1ed9i thuy\u1ebft ph\u1ee5c kh\u00e1ch h\u00e0ng mua s\u1ea3n ph\u1ea9m c\u0169ng nh\u01b0 x\u00e2y d\u1ef1ng danh ti\u1ebfng th\u01b0\u01a1ng hi\u1ec7u n\u1ebfu nh\u01b0 kh\u00f4ng kh\u00e9o l\u00e9o s\u1eed d\u1ee5ng l\u1ee3i \u00edch l\u00fd t\u00ednh v\u00e0 l\u1ee3i \u00edch c\u1ea3m t\u00ednh.<\/p>\n<p>C\u00e1c th\u01b0\u01a1ng hi\u1ec7u ch\u1ec9 \u0111\u01b0\u1ee3c l\u1ef1a ch\u1ecdn 1 trong 2 kh\u1ea3 n\u0103ng: ho\u1eb7c kh\u00e1c bi\u1ec7t h\u00f3a, t\u1ea1o ch\u1ed7 \u0111\u1ee9ng v\u1eefng ch\u1eafc tr\u00ean th\u1ecb tr\u01b0\u1eddng ng\u00e0nh, ho\u1eb7c nh\u1ea1t nh\u00f2a v\u00e0 d\u1ea7n d\u1ea7n bi\u1ebfn m\u1ea5t. \u1ede bi\u1ec3u \u0111\u1ed3 d\u01b0\u1edbi \u0111\u00e2y, khu v\u1ef1c chi\u1ebfn th\u1eafng <em>(the winning zone)<\/em> c\u00f3 kh\u1ea3 n\u0103ng t\u1ea1o ra nh\u1eefng \u00fd t\u01b0\u1edfng tuy\u1ec7t v\u1eddi gi\u00fap th\u01b0\u01a1ng hi\u1ec7u \u0111\u00e1p \u1ee9ng nhu c\u1ea7u \u0111\u1eb7c tr\u01b0ng c\u1ee7a kh\u00e1ch h\u00e0ng t\u1ed1t h\u01a1n so v\u1edbi \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh. B\u1ea1n n\u00ean tr\u00e1nh vi\u1ec7c c\u1ea1nh tranh trong khu v\u1ef1c th\u1ea5t b\u1ea1i <em>(the losing zone)<\/em> \u0111\u1ed1i \u0111\u1ea7u tr\u1ef1c ti\u1ebfp v\u1edbi nh\u1eefng c\u00f4ng ty kh\u00e1c c\u00f9ng ph\u00e2n ng\u00e0nh c\u00f3 kh\u1ea3 n\u0103ng cung c\u1ea5p s\u1ea3n ph\u1ea9m v\u00e0 d\u1ecbch v\u1ee5 t\u1ed1t h\u01a1n. Khu v\u1ef1c v\u1edbi m\u0169i t\u00ean v\u00e0ng l\u00e0 khu v\u1ef1c nguy hi\u1ec3m <em>(the risky zone)<\/em> c\u00f3 m\u1ed1i li\u00ean h\u1ec7 ch\u1eb7t ch\u1ebd v\u1edbi c\u00f4ng ty \u0111\u1ed1i th\u1ee7. B\u1ea1n c\u00f3 th\u1ec3 chi\u1ebfn th\u1eafng b\u1eb1ng c\u00e1ch tr\u1edf th\u00e0nh ng\u01b0\u1eddi ti\u00ean phong: s\u00e1ng t\u1ea1o, \u0111\u1ea7y ph\u00e1 c\u00e1ch ho\u1eb7c t\u00ecm m\u1ed1i k\u1ebft n\u1ed1i ph\u00f9 h\u1ee3p v\u1ec1 m\u1eb7t c\u1ea3m x\u00fac \u2013 \u0111i\u1ec1u n\u00e0y s\u1ebd l\u00e0m cho \u201cs\u1ee3i d\u00e2y\u201d l\u1ee3i \u00edch l\u00fd t\u00ednh b\u1edbt \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn quy\u1ebft \u0111\u1ecbnh c\u1ee7a kh\u00e1ch h\u00e0ng h\u01a1n. Tr\u00e1nh v\u00e0o khu v\u1ef1c v\u00f4 ngh\u0129a <em>(the dumb zone)<\/em>, n\u01a1i b\u1ea1n t\u1ea1o ra m\u1ed9t \u201ccu\u1ed9c chi\u1ebfn\u201d c\u1ea1nh tranh m\u00e0 kh\u00e1ch h\u00e0ng ch\u1eb3ng m\u1ea3y may quan t\u00e2m. Khi b\u1ea1n \u0111\u1eb7t m\u00ecnh v\u00e0o v\u1ecb tr\u00ed n\u00e0y, cu\u1ed1i c\u00f9ng b\u1ea1n s\u1ebd ch\u1ec9 n\u00f3i v\u1ec1 ch\u00ednh m\u00ecnh m\u00e0 th\u00f4i.<\/p>\n<div id=\"attachment_12151\" style=\"width: 740px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-12151\" src=\"https:\/\/masterskills.org\/blog\/wp-content\/uploads\/2023\/12\/chart.jpg\" alt=\"L\u1ee3i \u00edch l\u00fd t\u00ednh 2\" width=\"730\" height=\"518\" title=\"chart\"><\/p>\n<p class=\"wp-caption-text\">Khu v\u1ef1c th\u00e0nh c\u00f4ng l\u00e0 v\u00f9ng b\u1ea1n n\u00ean \u0111\u1ea7u t\u01b0<\/p>\n<\/div>\n<h2 id=\"2-tim-kiem-the-manh-chu-yeu-cua-thuong-hieu\">T\u00ecm ki\u1ebfm th\u1ebf m\u1ea1nh ch\u1ee7 y\u1ebfu c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u<\/h2>\n<p>Trong khi xu h\u01b0\u1edbng c\u1ee7a ph\u1ea7n l\u1edbn marketer l\u00e0 l\u00e0m \u201cm\u1ed7i th\u1ee9 m\u1ed9t \u00edt\u201d, nh\u1eefng marketer gi\u1ecfi nh\u1ea5t s\u1ebd ch\u1ec9 ch\u1ecdn l\u1ea5y m\u1ed9t th\u1ebf m\u1ea1nh v\u00e0 ph\u00e1t tri\u1ec3n n\u00f3. C\u00e1c c\u00f4ng c\u1ee5 ch\u1ee7 y\u1ebfu t\u1eadp trung v\u00e0o giai \u0111o\u1ea1n ra quy\u1ebft \u0111\u1ecbnh, c\u00f3 t\u00e1c d\u1ee5ng \u0111i\u1ec1u h\u01b0\u1edbng kh\u00e1ch h\u00e0ng. Khi t\u1eadp trung v\u00e0o nh\u1eefng \u0111i\u1ec3m m\u1ea1nh c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u, b\u1ea1n n\u00ean ch\u00fa tr\u1ecdng v\u00e0o s\u1ea3n ph\u1ea9m, cam k\u1ebft, tr\u1ea3i nghi\u1ec7m ho\u1eb7c gi\u00e1 c\u1ea3. Nhi\u1ec1u chi\u1ebfn d\u1ecbch marketing \u0111i \u0111\u1ebfn th\u1ea5t b\u1ea1i do ng\u01b0\u1eddi ph\u1ee5 tr\u00e1ch kh\u00f4ng n\u1eafm b\u1eaft \u0111\u01b0\u1ee3c nh\u1eefng \u01b0u th\u1ebf n\u00e0y.<\/p>\n<p>N\u1ebfu \u0111ang s\u1edf h\u1eefu m\u1ed9t th\u1ebf m\u1ea1nh v\u00e0 \u0111\u00e3 t\u1ed1i \u01b0u n\u00f3, gi\u1edd l\u00e0 l\u00fac \u0111\u1ec3 b\u1ea1n chuy\u1ec3n h\u01b0\u1edbng t\u1eadp trung v\u00e0o th\u1ebf m\u1ea1nh kh\u00e1c. V\u00ed d\u1ee5, nhi\u1ec1u th\u01b0\u01a1ng hi\u1ec7u b\u1eaft \u0111\u1ea7u v\u1edbi l\u1ee3i th\u1ebf v\u1ec1 s\u1ea3n ph\u1ea9m nh\u01b0ng sau kho\u1ea3ng th\u1eddi gian nh\u1ea5t \u0111\u1ecbnh \u0111\u00e3 chuy\u1ec3n sang th\u1ebf m\u1ea1nh v\u1ec1 l\u1eddi h\u1ee9a ho\u1eb7c kinh nghi\u1ec7m.<\/p>\n<ul>\n<li>S\u1ea3n ph\u1ea9m: Chi\u1ebfn l\u01b0\u1ee3c ch\u00ednh c\u1ee7a b\u1ea1n n\u00ean t\u1eadp trung v\u00e0o vi\u1ec7c l\u00e0m cho s\u1ea3n ph\u1ea9m t\u1ed1t h\u01a1n. B\u1ea1n ph\u1ea3i \u0111\u1ea7u t\u01b0 v\u00e0o s\u1ef1 c\u1ea3i ti\u1ebfn \u0111\u1ec3 lu\u00f4n d\u1eabn \u0111\u1ea7u, \u0111\u1ee9ng tr\u01b0\u1edbc \u0111\u1ed1i th\u1ee7 v\u00e0 duy tr\u00ec \u1edf v\u1ecb th\u1ebf \u01b0u ti\u00ean l\u1ef1a ch\u1ecdn \u0111\u1ed1i v\u1edbi kh\u00e1ch h\u00e0ng. Nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u t\u1eadp trung v\u00e0o th\u1ebf m\u1ea1nh s\u1ea3n ph\u1ea9m c\u00f3 th\u1ec3 k\u1ec3 \u0111\u1ebfn nh\u01b0 Samsung, Tide, Google hay Rolex.<\/li>\n<li>L\u1eddi h\u1ee9a: H\u00e3y kh\u00e1c bi\u1ec7t. \u0110\u1ec3 k\u1ec3 m\u1ed9t c\u00e2u chuy\u1ec7n th\u01b0\u01a1ng hi\u1ec7u h\u1ea5p d\u1eabn, b\u1ea1n c\u1ea7n \u0111\u1ea7u t\u01b0 v\u00e0o k\u1ebft n\u1ed1i v\u1ec1 m\u1eb7t c\u1ea3m x\u00fac. H\u00e3y th\u1ef1c s\u1ef1 k\u1ebft n\u1ed1i ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u1edf m\u1ed9t c\u1ea5p \u0111\u1ed9 \u0111\u1ed3ng c\u1ea3m s\u00e2u h\u01a1n v\u1edbi th\u00f4ng \u0111i\u1ec7p ch\u1ee7 y\u1ebfu c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u. Nh\u1eefng c\u00f4ng ty th\u00e0nh c\u00f4ng v\u1edbi c\u00e1ch khai th\u00e1c n\u00e0y bao g\u1ed3m Apple, Nike, Dove,\u2026.<\/li>\n<li>Tr\u1ea3i nghi\u1ec7m: V\u0103n h\u00f3a v\u00e0 doanh nghi\u1ec7p ph\u1ea3i \u0111\u01b0\u1ee3c k\u1ebft n\u1ed1i ch\u1eb7t ch\u1ebd. Sau t\u1ea5t c\u1ea3, con ng\u01b0\u1eddi ph\u1ea3n \u00e1nh ch\u1ea5t l\u01b0\u1ee3ng s\u1ea3n ph\u1ea9m v\u00e0 s\u1ea3n ph\u1ea9m n\u00f3i l\u00ean c\u00e1ch th\u1ee9c l\u1ef1a ch\u1ecdn c\u1ee7a con ng\u01b0\u1eddi. Khi tham gia th\u1ecb tr\u01b0\u1eddng, b\u1ea1n n\u00ean \u0111\u1ea7u t\u01b0 v\u00e0o nh\u1eefng ng\u01b0\u1eddi c\u00f3 s\u1ee9c \u1ea3nh h\u01b0\u1edfng v\u00e0 m\u1ea1ng x\u00e3 h\u1ed9i \u2013 nh\u1eefng y\u1ebfu t\u1ed1 c\u00f3 kh\u1ea3 n\u0103ng h\u1ed7 tr\u1ee3, lan truy\u1ec1n tr\u1ea3i nghi\u1ec7m ng\u01b0\u1eddi d\u00f9ng. Starbucks, Amazon, AirBnB, Ritz-Carlton, Netflix v\u00e0 h\u00e3ng h\u00e0ng kh\u00f4ng Emirates l\u00e0 nh\u1eefng t\u1ea5m g\u01b0\u01a1ng th\u00e0nh c\u00f4ng.<\/li>\n<li>Gi\u00e1 c\u1ea3: C\u1ea7n t\u1eadp trung v\u00e0o t\u00ednh hi\u1ec7u qu\u1ea3 v\u00e0 chi ph\u00ed th\u1ea5p c\u1ee7a s\u1ea3n ph\u1ea9m. B\u1ea1n ph\u1ea3i l\u00e0m ch\u1ee7 c\u00e1c y\u1ebfu t\u1ed1 li\u00ean quan \u0111\u1ebfn s\u1ea3n ph\u1ea9m v\u00e0 ngu\u1ed3n nhi\u00ean li\u1ec7u. M\u1ed9t s\u1ed1 th\u01b0\u01a1ng hi\u1ec7u r\u1ea5t th\u00e0nh c\u00f4ng khi t\u1eadp trung v\u00e0o th\u1ebf m\u1ea1nh gi\u00e1 c\u1ea3 Walmart, Kia, Expedia, McDonald\u2019s, Old Navy\u2026<\/li>\n<\/ul>\n<p>Gi\u1ed1ng nh\u01b0 b\u1ea5t c\u1ee9 quy\u1ebft \u0111\u1ecbnh n\u00e0o kh\u00e1c, s\u1ebd kh\u00f4ng d\u1ec5 d\u00e0ng \u0111\u1ec3 b\u1ea1n l\u1ef1a ch\u1ecdn m\u1ed9t \u0111i\u1ec3m m\u1ea1nh v\u00e0 t\u1eadp trung v\u00e0o n\u00f3. M\u1ed7i y\u1ebfu t\u1ed1 \u0111\u1ec1u c\u00f3 s\u1ef1 t\u1eadp trung \u0111\u1ea7u t\u01b0, c\u00e1ch b\u00e1n h\u00e0ng v\u00e0 marketing kh\u00e1c nhau \u0111\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c th\u00e0nh c\u00f4ng. V\u1ea5n \u0111\u1ec1 th\u01b0\u1eddng g\u1eb7p l\u00e0 c\u00e1c th\u01b0\u01a1ng hi\u1ec7u th\u1ea5t b\u1ea1i trong vi\u1ec7c nh\u1eadn ra h\u1ecd l\u00e0 ai, k\u1ebf \u0111\u00f3 \u00e1p d\u1ee5ng sai chi\u1ebfn l\u01b0\u1ee3c v\u1edbi m\u1ed9t ho\u00e0n c\u1ea3nh kh\u00f4ng h\u1ee3p l\u00fd. R\u1ea5t nhi\u1ec1u th\u01b0\u01a1ng hi\u1ec7u l\u1ef1a ch\u1ecdn c\u00e1ch \u0111\u1ea7u t\u01b0 v\u00e0o th\u1ebf m\u1ea1nh m\u1ed9t c\u00e1ch thi\u1ebfu l\u1ef1a ch\u1ecdn, d\u1eabn \u0111\u1ebfn s\u1ef1 kh\u00f4ng \u0111\u1ed3ng nh\u1ea5t trong n\u1ed9i b\u1ed9 nh\u00e2n vi\u00ean l\u1eabn c\u00e1ch kh\u00e1ch h\u00e0ng nh\u00ecn nh\u1eadn.<\/p>\n<h2 id=\"3-thang-loi-ich-cua-khach-hang\">Thang l\u1ee3i \u00edch c\u1ee7a kh\u00e1ch h\u00e0ng<\/h2>\n<p>B\u01b0\u1edbc ti\u1ebfp theo l\u00e0 quy\u1ebft \u0111\u1ecbnh l\u1ee3i \u00edch ch\u00ednh b\u1ea1n mu\u1ed1n t\u1eadp trung. X\u00e2y d\u1ef1ng thang l\u1ee3i \u00edch kh\u00e1ch h\u00e0ng s\u1ebd gi\u00fap b\u1ea1n s\u1eafp x\u1ebfp th\u1ee9 t\u1ef1 l\u1ee3i \u00edch cung c\u1ea5p m\u1ed9t c\u00e1ch h\u1ee3p l\u00fd, c\u00f3 hi\u1ec7u qu\u1ea3.<\/p>\n<div id=\"attachment_12152\" style=\"width: 740px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-12152\" src=\"https:\/\/masterskills.org\/blog\/wp-content\/uploads\/2023\/12\/emotional.jpg\" alt=\"L\u1ee3i \u00edch v\u1ec1 c\u1ea3m x\u00fac ch\u00ednh l\u00e0 b\u1eadc cao nh\u1ea5t c\u1ee7a thang\" width=\"730\" height=\"537\" title=\"emotional\"><\/p>\n<p class=\"wp-caption-text\">L\u1ee3i \u00edch v\u1ec1 c\u1ea3m x\u00fac ch\u00ednh l\u00e0 b\u1eadc cao nh\u1ea5t c\u1ee7a thang<\/p>\n<\/div>\n<p>C\u00e1ch t\u1ed1t nh\u1ea5t \u0111\u1ec3 t\u1ea1o l\u1eadp thang l\u1ee3i \u00edch kh\u00e1ch h\u00e0ng l\u00e0 t\u1ed5 ch\u1ee9c m\u1ed9t bu\u1ed5i brainstorm v\u1edbi t\u1ea5t c\u1ea3 m\u1ecdi ng\u01b0\u1eddi l\u00e0m vi\u1ec7c c\u00f9ng th\u01b0\u01a1ng hi\u1ec7u, t\u1eeb \u0111\u00e2y b\u1ea1n c\u00f3 th\u1ec3:<\/p>\n<ul>\n<li>Cung c\u1ea5p t\u1ea5t c\u1ea3 nh\u1eefng t\u00e0i li\u1ec7u s\u1eb5n c\u00f3 cho nh\u1eefng ng\u01b0\u1eddi c\u00f3 m\u1eb7t, \u0111\u1ecbnh ngh\u0129a kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau, t\u00ecm ki\u1ebfm insight kh\u00e1ch h\u00e0ng.<\/li>\n<li>Li\u1ec7t k\u00ea t\u1ea5t c\u1ea3 nh\u1eefng ch\u1ee9c n\u0103ng m\u00e0 th\u01b0\u01a1ng hi\u1ec7u cung c\u1ea5p v\u00e0 t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u. \u0110\u1ea3m b\u1ea3o r\u1eb1ng nh\u1eefng \u0111\u1eb7c tr\u01b0ng k\u1ec3 tr\u00ean c\u00f3 l\u1ee3i \u00edch c\u1ea1nh tranh.<\/li>\n<li>T\u00ecm ki\u1ebfm l\u1ee3i \u00edch l\u00fd t\u00ednh b\u1eb1ng c\u00e1ch \u0111\u1eb7t b\u1ea1n v\u00e0o v\u1ecb th\u1ebf c\u1ee7a kh\u00e1ch h\u00e0ng v\u00e0 xem c\u00e1c \u0111\u1eb7c tr\u01b0ng th\u01b0\u01a1ng hi\u1ec7u t\u1eeb \u0111\u00f4i m\u1eaft c\u1ee7a h\u1ecd. B\u1eaft \u0111\u1ea7u t\u1ef1 h\u1ecfi nh\u1eefng c\u00e2u nh\u01b0: \u201cN\u1ebfu t\u00f4i l\u00e0 kh\u00e1ch h\u00e0ng, t\u00f4i s\u1ebd nh\u1eadn \u0111\u01b0\u1ee3c g\u00ec t\u1eeb s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5?\u201d. H\u1ecfi t\u1ed1i thi\u1ec3u 5 l\u1ea7n v\u00e0 ph\u00e1t tri\u1ec3n d\u1ea7n c\u00e2u tr\u1ea3 l\u1eddi.<\/li>\n<li>Sau \u0111\u00f3, t\u00ecm ra l\u1ee3i \u00edch c\u1ea3m t\u00edch b\u1eb1ng c\u00e1ch h\u1ecfi: \u201cCh\u00fang khi\u1ebfn t\u00f4i c\u1ea3m th\u1ea5y nh\u01b0 th\u1ebf n\u00e0o?\u201d. T\u01b0\u01a1ng t\u1ef1 nh\u01b0 b\u01b0\u1edbc 3, h\u00e3y duy tr\u00ec vi\u1ec7c \u0111\u1eb7t c\u00e2u h\u1ecfi v\u00e0 b\u1ea1n s\u1ebd b\u1eaft \u0111\u1ea7u \u0111i t\u1edbi thang b\u1eadc c\u1ea3m x\u00fac s\u00e2u h\u01a1n \u2013 n\u01a1i b\u1ea1n c\u00f3 th\u1ec3 l\u00e0m ch\u1ee7 cu\u1ed9c ch\u01a1i.<\/li>\n<\/ul>\n<h2 id=\"4-loi-ich-ly-tinh-la-gi\">L\u1ee3i \u00edch l\u00fd t\u00ednh l\u00e0 g\u00ec?<\/h2>\n<p>D\u01b0\u1edbi \u0111\u00e2y l\u00e0 9 l\u1ee3i \u00edch l\u00fd t\u00ednh c\u01a1 b\u1ea3n v\u00e0 \u0111\u01b0\u1ee3c m\u1edf r\u1ed9ng ra 50 l\u1ee3i \u00edch l\u00fd t\u00ednh n\u00f3i chung. Khi b\u1ea1n nghi\u00ean c\u1ee9u danh s\u00e1ch n\u00e0y, h\u00e3y k\u1ebft n\u1ed1i nh\u1eefng l\u1ee3i \u00edch m\u00e0 b\u1ea1n ngh\u0129 kh\u00e1ch h\u00e0ng s\u1ebd th\u1ef1c s\u1ef1 mu\u1ed1n, nh\u1eefng th\u1ee9 tr\u1edf n\u00ean \u0111\u1ed9c \u0111\u00e1o m\u00e0 ch\u1ec9 ri\u00eang b\u1ea1n m\u1edbi c\u00f3 v\u00e0 nh\u1eefng y\u1ebfu t\u1ed1 b\u1ea1n l\u00e0m ch\u1ee7 \u1edf t\u01b0\u01a1ng lai.<\/p>\n<div id=\"attachment_12153\" style=\"width: 740px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-12153\" src=\"https:\/\/masterskills.org\/blog\/wp-content\/uploads\/2023\/12\/fct.jpg\" alt=\"Nh\u1eefng l\u1ee3i \u00edch l\u00fd t\u00ednh th\u01b0\u1eddng th\u1ea5y\" width=\"730\" height=\"477\" title=\"fct\"><\/p>\n<p class=\"wp-caption-text\">Nh\u1eefng l\u1ee3i \u00edch l\u00fd t\u00ednh th\u01b0\u1eddng th\u1ea5y<\/p>\n<\/div>\n<h2 id=\"5-loi-ich-cam-tinh-la-gi\">L\u1ee3i \u00edch c\u1ea3m t\u00ednh l\u00e0 g\u00ec?<\/h2>\n<p>Nh\u00ecn chung, marketers th\u01b0\u1eddng l\u00e0m t\u1ed1t khi khai th\u00e1c l\u1ee3i \u00edch l\u00fd t\u00ednh h\u01a1n l\u00e0 l\u1ee3i \u00edch c\u1ea3m t\u00ednh. Th\u01b0\u01a1ng hi\u1ec7u n\u00e0o c\u0169ng ngh\u0129 m\u00ecnh \u0111\u00e1ng tin v\u00e0 d\u1ec5 d\u00e0ng nh\u1eadn \u0111\u01b0\u1ee3c s\u1ef1 \u01b0a chu\u1ed9ng c\u1ee7a kh\u00e1ch h\u00e0ng. Tr\u00ean t\u01b0 c\u00e1ch l\u00e0 m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u, b\u1ea1n c\u1ea7n b\u01b0\u1edbc v\u00e0o khu v\u1ef1c c\u1ea3m x\u00fac trong tr\u00e1i tim kh\u00e1ch h\u00e0ng nhi\u1ec1u nh\u01b0 b\u1ea1n \u0111\u00e3 l\u00e0m ch\u1ee7 khu v\u1ef1c l\u00fd tr\u00ed trong t\u00e2m t\u01b0\u1edfng c\u1ee7a h\u1ecd. Kh\u00f4ng nh\u1eefng kh\u00e1ch h\u00e0ng c\u00f3 kh\u00f3 kh\u0103n nh\u1ea5t \u0111\u1ecbnh khi di\u1ec5n t\u1ea3 c\u1ea3m x\u00fac v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u m\u00e0 c\u00e1c qu\u1ea3n l\u00fd th\u01b0\u01a1ng hi\u1ec7u (Brand Managers) c\u0169ng g\u1eb7p ph\u1ea3i v\u1ea5n \u0111\u1ec1 t\u01b0\u01a1ng t\u1ef1.<\/p>\n<p>C\u00f3 8 khu v\u1ef1c c\u1ea3m x\u00fac ch\u00ednh c\u1ee7a kh\u00e1ch h\u00e0ng, bao g\u1ed3m: l\u1ea1c quan, t\u1ef1 do, \u0111\u01b0\u1ee3c ch\u00fa \u00fd, \u0111\u01b0\u1ee3c y\u00eau th\u00edch, tho\u1ea3i m\u00e1i, d\u1ec5 ch\u1ecbu, trong t\u1ea7m ki\u1ec3m so\u00e1t v\u00e0 hi\u1ec3u bi\u1ebft.<\/p>\n<div id=\"attachment_12154\" style=\"width: 740px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-12154\" src=\"https:\/\/masterskills.org\/blog\/wp-content\/uploads\/2023\/12\/functional.jpg\" alt=\"L\u1ee3i \u00edch c\u1ea3m t\u00ednh ch\u1ee7 y\u1ebfu\" width=\"730\" height=\"471\" title=\"functional\"><\/p>\n<p class=\"wp-caption-text\">L\u1ee3i \u00edch c\u1ea3m t\u00ednh ch\u1ee7 y\u1ebfu<\/p>\n<\/div>\n<p>\u0110\u1ec3 \u201cl\u00e0m ch\u1ee7\u201d m\u1ed9t g\u00f3c trong tr\u00e1i tim kh\u00e1ch h\u00e0ng, b\u1ea1n c\u1ea7n ph\u1ea3i t\u1ed1i \u01b0u hi\u1ec7u qu\u1ea3 khi \u201cx\u00e2m nh\u1eadp\u201d v\u00e0o m\u1ed9t khu v\u1ef1c c\u1ea3m x\u00fac nh\u1ea5t \u0111\u1ecbnh v\u00e0 lu\u00f4n ngh\u0129 v\u1ec1 m\u1ed1i quan h\u1ec7 v\u1ec1 m\u1eb7t c\u1ea3m x\u00fac m\u00e0 \u0111\u1ed1i th\u1ee7 c\u1ee7a b\u1ea1n c\u00f3 th\u1ec3 s\u1edf h\u1eefu. \u0110\u1eebng bao gi\u1edd l\u1ef1a ch\u1ecdn danh s\u00e1ch c\u1ea3m x\u00fac bao g\u1ed3m t\u1ea5t c\u1ea3 b\u1ea3n \u0111\u1ed3 k\u1ec3 tr\u00ean b\u1edfi vi\u1ec7c \u0111\u00f3 s\u1ebd khi\u1ebfn b\u1ea1n tr\u1edf n\u00ean b\u1ed1i r\u1ed1i h\u01a1n v\u1ec1 kh\u00e1ch h\u00e0ng c\u0169ng nh\u01b0 ph\u1ea3i c\u1ed1 g\u1eafng ph\u00e1t tri\u1ec3n nh\u1eefng l\u1ee3i \u00edch h\u1ee3p l\u00fd. Khi b\u1ea1n thu h\u1eb9p nh\u1eefng khu v\u1ef1c c\u1ea3m x\u00fac b\u1ea1n c\u00f3 th\u1ec3 qu\u1ea3n l\u00fd t\u1ed1t, b\u1ea1n s\u1ebd s\u1eed d\u1ee5ng \u0111\u01b0\u1ee3c nh\u1eefng t\u1eeb ng\u1eef trong b\u1ea3ng c\u1ea3m x\u00fac \u0111\u1ec3 ch\u1ea1m \u0111\u1ebfn tr\u00e1i tim kh\u00e1ch h\u00e0ng d\u1ec5 d\u00e0ng h\u01a1n.<\/p>\n<h2 id=\"6-xay-dung-thuong-hieu-cua-ban-xung-quanh-cac-nhom-loi-ich\">X\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n xung quanh c\u00e1c nh\u00f3m l\u1ee3i \u00edch<\/h2>\n<p>Khi t\u00ecm ki\u1ebfm l\u1ee3i \u00edch cho th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u00ecnh, b\u1ea1n n\u00ean xem x\u00e9t c\u00e1c l\u1ee3i \u00edch l\u00fd t\u00ednh v\u00e0 l\u1ee3i \u00edch c\u1ea3m t\u00ednh m\u00e0 b\u1ea1n tin r\u1eb1ng ph\u00f9 h\u1ee3p v\u1edbi nh\u1eefng g\u00ec kh\u00e1ch h\u00e0ng mu\u1ed1n, c\u0169ng nh\u01b0 th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n l\u00e0m t\u1ed1t h\u01a1n so v\u1edbi c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh kh\u00e1c.<\/p>\n<p>\u1ede v\u00ed d\u1ee5 d\u01b0\u1edbi \u0111\u00e2y, b\u1ea1n s\u1ebd th\u1ea5y \u0111\u01b0\u1ee3c c\u00e1c nh\u00f3m \u0111\u1ecbnh v\u1ecb c\u1ee7a ba th\u01b0\u01a1ng hi\u1ec7u xe kh\u00e1c nhau (Volvo, Honda, Ferrari), t\u1eeb \u0111\u00f3 nh\u1eadn th\u1ea5y l\u1ee3i \u00edch l\u00fd t\u00ednh v\u00e0 l\u1ee3i \u00edch c\u1ea3m t\u00ednh kh\u00e1c nhau nh\u01b0 th\u1ebf n\u00e0o.<\/p>\n<ul>\n<li>Th\u01b0\u01a1ng hi\u1ec7u Volvo kh\u00f4ng th\u1ef1c s\u1ef1 \u0111\u01b0\u1ee3c \u01b0u \u00e1i v\u00ec s\u1ef1 an to\u00e0n, nh\u01b0ng b\u1ea1n c\u0169ng c\u00f3 th\u1ec3 nh\u00ecn v\u00e0o ch\u1ea5t l\u01b0\u1ee3ng v\u00e0 c\u00e1ch n\u00f3 \u0111\u01b0\u1ee3c l\u00e0m t\u1ed1t h\u01a1n v\u1ec1 l\u1ee3i \u00edch l\u00fd t\u00ednh. Volvo c\u0169ng gi\u00fap b\u1ea1n tr\u1edf n\u00ean th\u00f4ng th\u00e1i h\u01a1n v\u00e0 tr\u1edf th\u00e0nh \u201cc\u00e1nh tay ph\u1ea3i\u201d c\u1ee7a gia \u0111\u00ecnh b\u1ea1n. Nh\u1eefng v\u00f9ng c\u1ea3m x\u00fac n\u01a1i Volvo gi\u00e0nh chi\u1ebfn th\u1eafng l\u00e0 \u201ctrong t\u1ea7m ki\u1ec3m so\u00e1t\u201d v\u00e0 \u201ct\u00f2 m\u00f2 v\u1ec1 ki\u1ebfn th\u1ee9c\u201d \u0111ang \u1edf trong s\u1ef1 ki\u1ec3m so\u00e1t v\u00e0 t\u00f2 m\u00f2 v\u1ec1 ki\u1ebfn th\u1ee9c.<\/li>\n<li>Xe 16 ch\u1ed7 c\u1ee7a Honda ph\u1ee5c v\u1ee5 r\u1ea5t t\u1ed1t cho gia \u0111\u00ecnh v\u00e0 c\u00f3 gi\u00e1 tr\u1ecb v\u1ec1 m\u1eb7t kinh t\u1ebf. C\u00e1c ch\u1ee9c n\u0103ng c\u1ee7a xe c\u0169ng c\u00f3 th\u1ec3 khi\u1ebfn cu\u1ed9c s\u1ed1ng c\u1ee7a b\u1ea1n tr\u1edf n\u00ean \u0111\u01a1n gi\u1ea3n h\u01a1n. L\u00e0 m\u1ed9t chi\u1ebfc xe gia \u0111\u00ecnh, nh\u1eefng khu v\u1ef1c c\u1ea3m x\u00fac m\u00e0 Honda \u0111ang l\u00e0m r\u1ea5t t\u1ed1t l\u00e0 \u201c\u0111\u01b0\u1ee3c l\u00e0m ch\u00ednh m\u00ecnh\u201d v\u00e0 \u201cd\u1ec5 ch\u1ecbu, tho\u1ea3i m\u00e1i\u201d.<\/li>\n<li>Th\u01b0\u01a1ng hi\u1ec7u Ferrari \u0111\u01b0\u1ee3c x\u00e2y d\u1ef1ng xung quanh t\u1ed1c \u0111\u1ed9 v\u00e0 hi\u1ec7u su\u1ea5t, m\u1ed9t ph\u1ea7n c\u1ee7a l\u1ee3i \u00edch l\u00fd t\u00ednh \u201cl\u00e0m vi\u1ec7c t\u1ed1t h\u01a1n\u201d. Th\u01b0\u01a1ng hi\u1ec7u c\u0169ng mang l\u1ea1i tr\u1ea3i nghi\u1ec7m v\u00e0 s\u1ef1 h\u1ea5p d\u1eabn v\u1ec1 m\u1eb7t c\u1ea3m gi\u00e1c.<\/li>\n<\/ul>\n<div id=\"attachment_12155\" style=\"width: 740px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-12155\" src=\"https:\/\/masterskills.org\/blog\/wp-content\/uploads\/2023\/12\/benefits-clusters.jpg\" alt=\"L\u1ee3i \u00edch l\u00fd t\u00ednh v\u00e0 c\u1ea3m t\u00ednh c\u1ee7a Volvo, Huyndai v\u00e0 Ferrari\" width=\"730\" height=\"464\" title=\"benefits-clusters\"><\/p>\n<p class=\"wp-caption-text\">Nh\u1eefng nh\u00f3m l\u1ee3i \u00edch ch\u00ednh c\u1ee7a 3 th\u01b0\u01a1ng hi\u1ec7u xe n\u1ed5i ti\u1ebfng<\/p>\n<\/div>\n<h2 id=\"7-sap-xep-cac-loi-ich\">S\u1eafp x\u1ebfp c\u00e1c l\u1ee3i \u00edch<\/h2>\n<p>Khi ch\u00fang ta \u201cbrainstorm\u201d v\u1ec1 m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u c\u00f3 s\u1eb5n, th\u00f4ng th\u01b0\u1eddng s\u1ebd k\u1ebft th\u00fac b\u1eb1ng r\u1ea5t nhi\u1ec1u th\u00f4ng tin. V\u1edbi k\u1ebft qu\u1ea3 thu \u0111\u01b0\u1ee3c t\u1eeb bu\u1ed5i brainstorm, c\u00f3 r\u1ea5t nhi\u1ec1u l\u1ee3i \u00edch s\u1ebd th\u1ef1c s\u1ef1 khi\u1ebfn th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n \u201cb\u01b0\u1edbc sang m\u1ed9t trang m\u1edbi\u201d. B\u1ea1n c\u00f3 th\u1ec3 s\u1eed d\u1ee5ng ki\u1ebfn th\u1ee9c c\u00f4ng vi\u1ec7c v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ec3 b\u1eaft \u0111\u1ea7u nh\u00ecn nh\u1eadn nh\u1eefng l\u1ee3i \u00edch l\u00fd t\u00ednh v\u00e0 l\u1ee3i \u00edch c\u1ea3m t\u00ednh n\u00e0o s\u1ebd gi\u00fap th\u01b0\u01a1ng hi\u1ec7u gi\u00e0nh chi\u1ebfn th\u1eafng tr\u00ean th\u1ecb tr\u01b0\u1eddng.<\/p>\n<p>Sau \u0111\u00f3, nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng \u0111\u1ec3 s\u1eafp x\u1ebfp c\u00e1c l\u1ee3i \u00edch kh\u1ea3 thi v\u00e0 ch\u1ecdn ra nh\u1eefng th\u1ee9 c\u00f3 kh\u1ea3 n\u0103ng t\u1ea1o \u0111\u1ed9ng l\u1ef1c cho kh\u00e1ch h\u00e0ng nh\u1ea5t. H\u00e3y nh\u00ecn v\u00e0o 2 kh\u00eda c\u1ea1nh sau:<\/p>\n<ul>\n<li>Kh\u00e1ch h\u00e0ng \u0111\u01b0\u1ee3c th\u00fac \u0111\u1ea9y nh\u01b0 th\u1ebf n\u00e0o b\u1eb1ng l\u1ee3i \u00edch.<\/li>\n<li>Th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3 s\u1edf h\u1eefu l\u1ee3i \u00edch \u0111\u00f3 nh\u01b0 th\u1ebf n\u00e0o.<\/li>\n<\/ul>\n<p>B\u1ea1n n\u00ean t\u1eadp trung v\u00e0 x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u xung quanh nh\u1eefng l\u1ee3i \u00edch kh\u00e1ch h\u00e0ng \u2013 c\u00f3 kh\u1ea3 n\u0103ng t\u1ea1o \u0111\u1ed9ng l\u1ef1c cho kh\u00e1ch h\u00e0ng, c\u0169ng nh\u01b0 th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3 s\u1edf h\u1eefu. V\u00f9ng chi\u1ebfn th\u1eafng <em>(the winning zone)<\/em> n\u00e0y ph\u00f9 h\u1ee3p v\u1edbi bi\u1ec3u \u0111\u1ed3 Ven nh\u01b0 \u0111\u00e3 n\u00f3i \u1edf tr\u00ean. Tr\u00e1nh c\u00e1c v\u00f9ng th\u1ea5t b\u1ea1i hay v\u00f4 \u00edch, trong khi b\u1ea5t k\u1ef3 l\u1ee3i \u00edch n\u00e0o k\u1ebft th\u00fac trong v\u00f9ng nguy hi\u1ec3m s\u1ebd \u0111\u00f2i h\u1ecfi \u0111\u01b0\u1ee3c \u0111\u01b0a ra th\u1ecb tr\u01b0\u1eddng m\u1ed9t c\u00e1ch \u201ct\u1ed1c \u0111\u1ed9\u201d, th\u1ef1c s\u1ef1 s\u00e1ng t\u1ea1o v\u00e0 c\u00e1ch marketing gi\u00e0u c\u1ea3m x\u00fac h\u01a1n.<\/p>\n<h2 id=\"8-ho-tro-loi-ich-chinh\">H\u1ed7 tr\u1ee3 l\u1ee3i \u00edch ch\u00ednh<\/h2>\n<p>M\u1ed9t th\u1eed nghi\u1ec7m t\u1ea1i tr\u01b0\u1eddng \u0111\u1ea1i h\u1ecdc \u0111\u00e3 \u0111\u01b0\u1ee3c ti\u1ebfn h\u00e0nh, trong \u0111\u00f3 c\u00f3 3 m\u1ec7nh \u0111\u1ec1:<\/p>\n<ul>\n<li>T\u1ea5t c\u1ea3 c\u00e1c lo\u1ea1i c\u00e1 \u0111\u1ec1u s\u1ed1ng d\u01b0\u1edbi n\u01b0\u1edbc (gi\u1ea3 thi\u1ebft)<\/li>\n<li>C\u00e1 ng\u1eeb l\u00e0 1 lo\u1ea1i c\u00e1 (gi\u1ea3 thi\u1ebft)<\/li>\n<li>Do \u0111\u00f3, c\u00e1 ng\u1eeb s\u1ed1ng d\u01b0\u1edbi n\u01b0\u1edbc (k\u1ebft lu\u1eadn)<\/li>\n<\/ul>\n<p>Trong m\u1ec7nh \u0111\u1ec1 v\u1ec1 \u0111\u1ecbnh v\u1ecb, l\u1ee3i \u00edch ch\u00ednh c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng s\u1ebd l\u00e0 k\u1ebft lu\u1eadn. L\u00fd do \u0111\u1ec3 tin t\u01b0\u1edfng (Reasons to Believe \u2013 RTB) l\u00e0 ti\u1ec1n \u0111\u1ec1 h\u1ed7 tr\u1ee3. B\u1ea1n n\u00ean l\u01b0u \u00fd m\u1ed9t s\u1ed1 \u0111i\u1ec3m d\u01b0\u1edbi \u0111\u00e2y. Th\u1ee9 nh\u1ea5t, RTB kh\u00f4ng bao gi\u1edd n\u00ean l\u00e0 k\u1ebft lu\u1eadn. Ng\u01b0\u1eddi ti\u00eau d\u00f9ng kh\u00f4ng quan t\u00e2m \u0111\u1ebfn nh\u1eefng g\u00ec b\u1ea1n l\u00e0m, cho \u0111\u1ebfn khi h\u1ecd nh\u1eadn \u0111\u01b0\u1ee3c gi\u00e1 tr\u1ecb nh\u1ea5t \u0111\u1ecbnh. L\u1ee3i \u00edch ph\u1ea3i \u0111\u1ebfn t\u1eeb g\u00f3c nh\u00ecn c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng, b\u1ea1n c\u1ea7n n\u1eafm \u0111\u01b0\u1ee3c h\u1ecd s\u1ebd nh\u1eadn \u0111\u01b0\u1ee3c nh\u1eefng g\u00ec v\u00e0 c\u1ea3m th\u1ea5y ra sao. Th\u1ee9 hai, theo logic thu\u1ea7n t\u00fay, ch\u1ec9 c\u1ea7n hai gi\u1ea3 thi\u1ebft l\u00e0 \u0111\u1ee7 \u0111\u1ec3 r\u00fat ra b\u1ea5t k\u1ef3 k\u1ebft lu\u1eadn n\u00e0o, b\u1ea1n th\u1ef1c s\u1ef1 ch\u1ec9 c\u1ea7n hai RTB. Nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u c\u00f3 1 danh s\u00e1ch d\u00e0i trong RTB th\u01b0\u1eddng kh\u00f4ng ch\u1ecdn xem \u00fd n\u00e0o l\u00e0 t\u1ed1t nh\u1ea5t. H\u1ecd th\u01b0\u1eddng bu\u1ed9c c\u00e1c c\u00f4ng ty truy\u1ec1n th\u00f4ng quy\u1ebft \u0111\u1ecbnh ho\u1eb7c ng\u01b0\u1eddi ti\u00eau d\u00f9ng.<\/p>\n<h3 id=\"8-1-tien-trinh\">Ti\u1ebfn tr\u00ecnh<\/h3>\n<ul>\n<li>C\u1ee5 th\u1ec3 h\u00f3a vi\u1ec7c s\u1ea3n ph\u1ea9m ho\u1ea1t \u0111\u1ed9ng kh\u00e1c bi\u1ec7t nh\u01b0 th\u1ebf n\u00e0o<\/li>\n<li>Chia s\u1ebb nh\u1eefng \u0111i\u1ec3m kh\u00e1c bi\u1ec7t trong qu\u00e1 tr\u00ecnh s\u1ea3n xu\u1ea5t.<\/li>\n<li>B\u1ea1n \u0111\u00e3 l\u00e0m \u0111i\u1ec1u kh\u00e1c bi\u1ec7t g\u00ec trong ti\u1ebfn tr\u00ecnh s\u1ea3n xu\u1ea5t?<\/li>\n<li>B\u1ea1n cung c\u1ea5p c\u00e1c d\u1ecbch v\u1ee5\/chi ti\u1ebft b\u1ed5 sung n\u00e0o trong chu\u1ed7i gi\u00e1 tr\u1ecb?<\/li>\n<\/ul>\n<h3 id=\"8-2-san-pham\">S\u1ea3n ph\u1ea9m<\/h3>\n<ul>\n<li>S\u1eed d\u1ee5ng c\u00e1c nguy\u00ean li\u1ec7u t\u1ed1t cho ng\u01b0\u1eddi d\u00f9ng<\/li>\n<li>Qu\u00e1 tr\u00ecnh ho\u1eb7c nguy\u00ean li\u1ec7u khi\u1ebfn b\u1ea1n an to\u00e0n h\u01a1n<\/li>\n<\/ul>\n<h3 id=\"8-3-ben-thu-ba\">B\u00ean th\u1ee9 ba<\/h3>\n<ul>\n<li>Chuy\u00ean gia trong l\u0129nh v\u1ef1c \u2013 ng\u01b0\u1eddi c\u00f3 th\u1ec3 n\u00f3i tr\u00ean t\u01b0 c\u00e1ch th\u01b0\u01a1ng hi\u1ec7u.<\/li>\n<li>Ng\u01b0\u1eddi d\u00f9ng c\u0169\/kh\u00e1ch h\u00e0ng v\u1edbi nh\u1eefng c\u00e2u chuy\u1ec7n h\u1ed7 tr\u1ee3 mang t\u00ednh thuy\u1ebft ph\u1ee5c.<\/li>\n<\/ul>\n<h3 id=\"8-4-hanh-vi\">H\u00e0nh vi<\/h3>\n<ul>\n<li>C\u00e1c th\u00ed nghi\u1ec7m l\u00e2m s\u00e0ng<\/li>\n<li>Trong nghi\u00ean c\u1ee9u s\u1eed d\u1ee5ng \u1edf th\u1ecb tr\u01b0\u1eddng<\/li>\n<\/ul>\n<h2 id=\"9-ket-hop-4-nhan-to-de-tao-nen-dinh-vi-thuong-hieu-thanh-cong\">K\u1ebft h\u1ee3p 4 nh\u00e2n t\u1ed1 \u0111\u1ec3 t\u1ea1o n\u00ean \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u th\u00e0nh c\u00f4ng<\/h2>\n<p>Sau khi ho\u00e0n t\u1ea5t nh\u1eefng \u0111\u1ea7u m\u1ee5c k\u1ec3 tr\u00ean, b\u1ea1n n\u00ean k\u1ebft h\u1ee3p c\u00e1c y\u1ebfu t\u1ed1 \u0111\u1ec3 t\u1ea1o th\u00e0nh m\u1ed9t \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u th\u00e0nh c\u00f4ng, bao g\u1ed3m:<\/p>\n<ul>\n<li>Ai l\u00e0 kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau? \u0110\u00e2u l\u00e0 \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng c\u00f3 kh\u1ea3 n\u0103ng \u0111\u01b0\u1ee3c th\u00fac \u0111\u1ea9y mua h\u00e0ng c\u1ee7a b\u1ea1n nhi\u1ec1u nh\u1ea5t? \u0110\u1ea7u ti\u00ean, b\u1ea1n c\u1ea7n x\u00e1c \u0111\u1ecbnh kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau, \u0111\u00e2y n\u00ean l\u00e0 th\u1ee9 b\u1ea1n t\u1eadp trung tr\u01b0\u1edbc nh\u1ea5t. M\u1ed9t trong nh\u1eefng l\u1ed7i ph\u1ed5 bi\u1ebfn c\u1ee7a c\u00e1c marketer ng\u00e0y nay l\u00e0 h\u1ecd kh\u00f4ng t\u00ecm c\u00e2u tr\u1ea3 l\u1eddi x\u00e1c \u0111\u00e1ng cho c\u00e2u h\u1ecfi: Ai l\u00e0 ng\u01b0\u1eddi \u0111\u01b0\u1ee3c th\u00fac \u0111\u1ea9y mua h\u00e0ng nhi\u1ec1u nh\u1ea5t b\u1edfi nh\u1eefng g\u00ec b\u1ea1n l\u00e0m?<\/li>\n<li>B\u1ea1n ch\u1ecdn kinh doanh tr\u00ean n\u1ec1n t\u1ea3ng n\u00e0o? B\u1ea1n l\u1ef1a ch\u1ecdn n\u1ec1n t\u1ea3ng n\u00e0o \u0111\u1ec3 \u0111\u1eb7t ch\u00e2n v\u00e0o cu\u1ed9c chi\u1ebfn v\u1edbi nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u kh\u00e1c? Sau \u0111\u00f3, b\u1ea1n s\u1ebd \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u b\u1eb1ng c\u00e1ch x\u00e1c \u0111\u1ecbnh th\u1ecb tr\u01b0\u1eddng v\u00e0 \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh. \u0110\u1ecbnh v\u1ecb lu\u00f4n li\u00ean quan t\u1edbi m\u1ed9t s\u1ed1 l\u1ef1a ch\u1ecdn m\u00e0 ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u00f3 th\u1ec3 t\u1ea1o ra.<\/li>\n<li>B\u1ea1n s\u1ebd chi\u1ebfn th\u1eafng \u1edf \u0111\u00e2u? Ti\u1ebfp theo, b\u1ea1n c\u1ea7n x\u00e1c \u0111\u1ecbnh l\u1eddi h\u1ee9a ch\u00ednh \u0111\u01b0\u1ee3c truy\u1ec1n \u0111\u1ea1t t\u1edbi kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau d\u1ef1a tr\u00ean l\u1ee3i \u00edch d\u00e0nh cho h\u1ecd, c\u1ea3 v\u1ec1 l\u1ee3i \u00edch l\u00fd t\u00ednh v\u00e0 l\u1ee3i \u00edch c\u1ea3m t\u00ednh. H\u00e3y ngh\u0129 kh\u00e1ch h\u00e0ng nh\u1eadn \u0111\u01b0\u1ee3c nh\u1eefng g\u00ec v\u00e0 \u0111i\u1ec1u \u0111\u00f3 khi\u1ebfn h\u1ecd c\u1ea3m th\u1ea5y nh\u01b0 th\u1ebf n\u00e0o.<\/li>\n<li>T\u1ea1i sao h\u1ecd n\u00ean tin t\u01b0\u1edfng b\u1ea1n? Cu\u1ed1i c\u00f9ng, b\u1ea1n n\u00ean th\u1ea5u hi\u1ec3u nh\u1eefng \u0111\u1eb7c \u0111i\u1ec3m h\u1ed7 tr\u1ee3, bi\u1ebfn nh\u1eefng l\u1eddi h\u1ee9a k\u1ec3 tr\u00ean tr\u1edf th\u00e0nh hi\u1ec7n th\u1ef1c. Nh\u1eefng \u0111i\u1ec3m h\u1ed7 tr\u1ee3 n\u00e0y ph\u1ea3i c\u1ee7ng c\u1ed1 l\u1ee3i \u00edch ch\u00ednh thay v\u00ec b\u1ea5t c\u1ee9 \u0111\u1eb7c tr\u01b0ng n\u00e0o b\u1ea1n mu\u1ed1n bao g\u1ed3m v\u00e0o th\u00f4ng \u0111i\u1ec7p th\u01b0\u01a1ng hi\u1ec7u.<\/li>\n<\/ul>\n<h2 id=\"10-ket-luan\">K\u1ebft lu\u1eadn<\/h2>\n<p>L\u1ee3i \u00edch l\u00fd t\u00ednh v\u00e0 l\u1ee3i \u00edch c\u1ea3m t\u00ednh s\u1ebd khi\u1ebfn s\u1ea3n ph\u1ea9m c\u1ee7a b\u1ea1n c\u00f3 ch\u1ed7 \u0111\u1ee9ng v\u1eefng ch\u1eafc trong tr\u00e1i tim v\u00e0 t\u00e2m tr\u00ed ng\u01b0\u1eddi ti\u00eau d\u00f9ng, kh\u00e1c bi\u1ec7t h\u00f3a so v\u1edbi \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh v\u00e0 t\u1ea1o danh ti\u1ebfng tr\u00ean th\u1ecb tr\u01b0\u1eddng. S\u1ebd kh\u00f4ng c\u00f3 s\u1ea3n ph\u1ea9m n\u00e0o t\u1ef1 th\u00e2n \u201cb\u00e1n ch\u1ea1y nh\u01b0 t\u00f4m t\u01b0\u01a1i\u201d n\u1ebfu b\u1ea1n kh\u00f4ng kh\u00e9o l\u00e9o l\u00e0m n\u1ed5i b\u1eadt nh\u1eefng \u0111\u1eb7c tr\u01b0ng ch\u00ednh c\u1ee7a s\u1ea3n ph\u1ea9m v\u00e0 chi\u1ebfm c\u1ea3m t\u00ecnh c\u1ee7a kh\u00e1ch h\u00e0ng.<\/p>\n<p style=\"text-align: right\"><em>Ngu\u1ed3n:\u00a0Graham Robertson<br \/><\/em><\/p>\n<p><em>B\u00e0i li\u00ean quan:<\/em><\/p>\n<ul>\n<li><em>N\u1ed9i dung tr\u1ef1c quan: S\u1ee9c m\u1ea1nh x\u00e9t tr\u00ean kh\u00eda c\u1ea1nh t\u00e2m l\u00fd<\/em><\/li>\n<li><em>Marketing d\u1ef1a tr\u00ean n\u1ed7i s\u1ee3 h\u00e3i: Con dao hai l\u01b0\u1ee1i c\u1ea7n \u0111\u01b0\u1ee3c ch\u1ebf ng\u1ef1<\/em><\/li>\n<li><em>Ti\u1ebfp th\u1ecb b\u1eb1ng bi\u1ec3u t\u01b0\u1ee3ng c\u1ea3m x\u00fac<\/em><\/li>\n<\/ul>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>L\u1ee3i \u00edch l\u00fd t\u00ednh (functional benefits) v\u00e0 l\u1ee3i \u00edch c\u1ea3m t\u00ednh (emotional benefits) l\u00e0 2 thu\u1ed9c t\u00ednh c\u01a1 b\u1ea3n nh\u1ea5t c\u1ee7a s\u1ea3n ph\u1ea9m hay d\u1ecbch v\u1ee5 \u0111\u1ed1i v\u1edbi ng\u01b0\u1eddi ti\u00eau d\u00f9ng. N\u1ebfu nh\u01b0 \u0111\u1ed1i v\u1edbi l\u1ee3i \u00edch l\u00fd t\u00ednh, kh\u00e1ch h\u00e0ng c\u00f3 th\u1ec3 \u0111\u00e1nh gi\u00e1 ngay l\u1eadp t\u1ee9c b\u1eb1ng m\u1eaft nh\u00ecn, tai nghe trong qu\u00e1 [&hellip;]<\/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\/55619"}],"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=55619"}],"version-history":[{"count":0,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/55619\/revisions"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=55619"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=55619"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=55619"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}