{"id":5764,"date":"2023-11-29T11:38:35","date_gmt":"2023-11-29T11:38:35","guid":{"rendered":"https:\/\/masterskills.org\/blog\/?p=5764"},"modified":"2023-11-30T02:46:38","modified_gmt":"2023-11-30T02:46:38","slug":"quan-tri-thuong-hieu-quy-trinh-cach-thuc-hien","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/quan-tri-thuong-hieu-quy-trinh-cach-thuc-hien.html","title":{"rendered":"Qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u: Quy tr\u00ecnh &#038; C\u00e1ch th\u1ef1c hi\u1ec7n"},"content":{"rendered":"<h2 id=\"ftoc-heading-1\" class=\"has-black-color has-text-color ftwp-heading\">1. Qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u l\u00e0 g\u00ec?<\/h2>\n<p><strong>Qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u<\/strong>\u00a0l\u00e0 to\u00e0n b\u1ed9 qu\u00e1 tr\u00ecnh \u0111\u01b0a ra quy\u1ebft \u0111\u1ecbnh\u00a0<strong>ch\u00ednh s\u00e1ch<\/strong>,\u00a0<strong>chi\u1ebfn l\u01b0\u1ee3c<\/strong>,\u00a0<strong>m\u1ee5c ti\u00eau<\/strong>\u00a0v\u00e0\u00a0<strong>nguy\u00ean t\u1eafc<\/strong>\u00a0trong x\u00e2y d\u1ef1ng v\u00e0 ph\u00e1t tri\u1ec3n th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n<p>Qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u tham gia v\u00e0o to\u00e0n b\u1ed9 qu\u00e1 tr\u00ecnh x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u t\u1eeb vi\u1ec7c nghi\u00ean c\u1ee9u, t\u1ea1o l\u1eadp th\u01b0\u01a1ng hi\u1ec7u, thi\u1ebft k\u1ebf th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ebfn truy\u1ec1n th\u00f4ng v\u00e0 duy tr\u00ec th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n<p>Tuy nhi\u00ean c\u1ea7n hi\u1ec3u r\u00f5 r\u1eb1ng, ho\u1ea1t \u0111\u1ed9ng qu\u1ea3n tr\u1ecb kh\u00e1c v\u1edbi qu\u1ea3n l\u00fd v\u00e0 th\u1ef1c thi tr\u1ef1c ti\u1ebfp \u2013 ng\u01b0\u1eddi qu\u1ea3n tr\u1ecb ra quy\u1ebft \u0111\u1ecbnh chi\u1ebfn l\u01b0\u1ee3c v\u00e0 ki\u1ec3m so\u00e1t m\u1ee5c ti\u00eau t\u1ed5ng th\u1ec3, trong khi qu\u1ea3n l\u00fd c\u1ea5p trung c\u00f3 tr\u00e1ch nhi\u1ec7m t\u1ed5 ch\u1ee9c tri\u1ec3n khai v\u00e0 ki\u1ec3m so\u00e1t ho\u1ea1t \u0111\u1ed9ng c\u1ee5 th\u1ec3 \u0111\u1ec3 \u0111\u1ea1t m\u1ee5c ti\u00eau.<\/p>\n<p>Qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u c\u0169ng gi\u1ed1ng nh\u01b0 qu\u1ea3n tr\u1ecb doanh nghi\u1ec7p \u0111\u1ec1u bao h\u00e0m t\u1eeb t\u1ea1o l\u1eadp, duy tr\u00ec, ph\u00e1t tri\u1ec3n v\u00e0 ch\u00fang g\u1eafn k\u1ebft ch\u1eb7t ch\u1ebd v\u1edbi nhau.<\/p>\n<div class=\"wp-block-image\"><\/div>\n<p>Qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u b\u1eaft \u0111\u1ea7u b\u1eb1ng vi\u1ec7c c\u00f3 m\u1ed9t ki\u1ebfn \u200b\u200bth\u1ee9c th\u1ea5u \u0111\u00e1o v\u1ec1 thu\u1eadt ng\u1eef \u201cth\u01b0\u01a1ng hi\u1ec7u\u201d. N\u00f3 bao g\u1ed3m ph\u00e1t tri\u1ec3n m\u1ed9t l\u1eddi h\u1ee9a, th\u1ef1c hi\u1ec7n l\u1eddi h\u1ee9a \u0111\u00f3 v\u00e0 duy tr\u00ec n\u00f3.<\/p>\n<p>T\u01b0\u01a1ng \u0111\u01b0\u01a1ng v\u1edbi vi\u1ec7c x\u00e1c \u0111\u1ecbnh th\u01b0\u01a1ng hi\u1ec7u, \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u v\u00e0 cung c\u1ea5p, duy tr\u00ec th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n<p>Qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u kh\u00f4ng c\u00f3 g\u00ec kh\u00e1c ngo\u00e0i m\u1ed9t ngh\u1ec7 thu\u1eadt t\u1ea1o ra v\u00e0 duy tr\u00ec th\u01b0\u01a1ng hi\u1ec7u, khi\u1ebfn kh\u00e1ch h\u00e0ng g\u1eafn b\u00f3 v\u1edbi doanh nghi\u1ec7p c\u1ee7a b\u1ea1n.<\/p>\n<h2 id=\"ftoc-heading-2\" class=\"has-black-color has-text-color ftwp-heading\">2. T\u1ea1i sao ph\u1ea3i qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u?<\/h2>\n<p>B\u1ea5t k\u1ec3 ng\u00e0nh n\u00e0o, b\u1ea5t k\u1ec3 s\u1ed1 n\u0103m kinh nghi\u1ec7m hay quy m\u00f4 c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n, qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u l\u00e0 c\u00f4ng c\u1ee5 \u0111\u1ec3 ti\u1ebfp t\u1ee5c th\u00e0nh c\u00f4ng. D\u01b0\u1edbi \u0111\u00e2y l\u00e0 n\u0103m l\u00fd do t\u1ea1i sao qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u l\u1ea1i quan tr\u1ecdng:<\/p>\n<h3 id=\"ftoc-heading-3\" class=\"has-black-color has-text-color ftwp-heading\">2.1. B\u1ea1n c\u00f3 m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u c\u1ea7n ph\u1ea3i duy tr\u00ec<\/h3>\n<p>M\u1ed9t khi b\u1eaft \u0111\u1ea7u kinh doanh, th\u01b0\u01a1ng hi\u1ec7u g\u1eafn ch\u1eb7t v\u1edbi s\u1ef1 th\u00e0nh c\u00f4ng c\u1ee7a doanh nghi\u1ec7p, l\u00e0 \u0111\u1ed9ng l\u1ef1c t\u0103ng tr\u01b0\u1edfng b\u1ec1n v\u1eefng, gi\u00fap doanh nghi\u1ec7p ti\u1ebfp t\u1ee5c ti\u1ebfn l\u00ean b\u1ea5t ch\u1ea5p m\u1ecdi bi\u1ebfn \u0111\u1ed9ng.<\/p>\n<p>Do \u0111\u00f3, b\u1ea1n c\u1ea7n ph\u1ea3i duy tr\u00ec th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n<p>Qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u bao g\u1ed3m hai giai \u0111o\u1ea1n ch\u00ednh: Thi\u1ebft l\u1eadp th\u01b0\u01a1ng hi\u1ec7u v\u00e0 Duy tr\u00ec th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n<p>Trong \u0111\u00f3:<\/p>\n<ul>\n<li>Thi\u1ebft l\u1eadp th\u01b0\u01a1ng hi\u1ec7u c\u0169ng c\u00f3 nhi\u1ec1u c\u00f4ng \u0111o\u1ea1n bao g\u1ed3m Thi\u1ebft l\u1eadp n\u1ec1n t\u1ea3ng th\u01b0\u01a1ng hi\u1ec7u v\u00e0 X\u00e2y d\u1ef1ng\u00a0<strong>nh\u1eadn th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u<\/strong>\u00a0(Brand Awareness).<\/li>\n<li>Duy tr\u00ec th\u01b0\u01a1ng hi\u1ec7u l\u00e0 duy tr\u00ec, gi\u1eef v\u1eefng nh\u1eadn th\u1ee9c \u0111\u00e3 x\u00e2y d\u1ef1ng \u0111\u01b0\u1ee3c ho\u1eb7c ph\u1ee5c h\u1ed3i th\u01b0\u01a1ng hi\u1ec7u n\u1ebfu c\u00f3 v\u1ea5n \u0111\u1ec1 g\u00ec x\u1ea3y ra.<\/li>\n<\/ul>\n<p>\u0110\u1ec3 thi\u1ebft l\u1eadp th\u01b0\u01a1ng hi\u1ec7u v\u00e0 Duy tr\u00ec th\u01b0\u01a1ng hi\u1ec7u hi\u1ec7u qu\u1ea3 b\u1ea1n c\u1ea7n x\u00e1c \u0111\u1ecbnh v\u00e0 x\u00e2y d\u1ef1ng c\u00e1c \u0111i\u1ec3m b\u00e1n h\u00e0ng \u0111\u1ed9c \u0111\u00e1o \u0111\u1ec3 t\u1ea1o ra s\u1ef1 kh\u00e1c bi\u1ec7t cho s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n<p>Tuy nhi\u00ean, \u0111\u1ebfn m\u1ed9t th\u1eddi \u0111i\u1ec3m n\u00e0o \u0111\u00f3, c\u00e1c USP hi\u1ec7n c\u00f3 c\u00f3 th\u1ec3 b\u1ecb san l\u1ea5p. Do \u0111\u00f3, b\u1ea1n c\u1ea7n li\u00ean t\u1ee5c t\u1ea1o ra th\u00eam c\u00e1c USP \u0111\u1ec3 b\u1ea3n th\u00e2n lu\u00f4n n\u1ed5i b\u1eadt, duy tr\u00ec v\u1ecb th\u1ebf c\u1ee7a b\u1ea1n.<\/p>\n<h3 id=\"ftoc-heading-4\" class=\"has-black-color has-text-color ftwp-heading\">2.2. M\u1ecdi ng\u01b0\u1eddi ph\u1ea3i bi\u1ebft th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n \u0111\u1ec3 mua s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 c\u1ee7a b\u1ea1n<\/h3>\n<p>Nh\u1eadn th\u1ee9c v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u l\u00e0 m\u1ed9t th\u00e0nh ph\u1ea7n quan tr\u1ecdng c\u1ee7a qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u. N\u1ebfu kh\u00e1ch h\u00e0ng kh\u00f4ng bi\u1ebft b\u1ea1n l\u00e0 ai ho\u1eb7c kh\u00f4ng ngh\u0129 \u0111\u1ebfn th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n khi \u0111\u1ebfn l\u00fac quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng, h\u1ecd s\u1ebd mua s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 c\u1ee7a \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh.<\/p>\n<p>\u0110\u1ec3 kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng bi\u1ebft \u0111\u1ebfn th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n, \u0111i\u1ec1u quan tr\u1ecdng l\u00e0 ph\u1ea3i qu\u1ea3ng b\u00e1 n\u00f3 th\u00f4ng qua c\u00e1c ho\u1ea1t \u0111\u1ed9ng truy\u1ec1n th\u00f4ng, marketing. T\u1ea5t c\u1ea3 c\u00e1c th\u00f4ng \u0111i\u1ec7p ph\u1ea3i \u0111\u01b0\u1ee3c thi\u1ebft k\u1ebf gi\u00fap x\u00e2y d\u1ef1ng nh\u1eadn th\u1ee9c v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u, xu\u1ea5t ph\u00e1t t\u1eeb c\u00e1c USP.<\/p>\n<h3 id=\"ftoc-heading-5\" class=\"has-black-color has-text-color ftwp-heading\">2.3. \u0110\u1ec3 c\u00f3 \u0111\u01b0\u1ee3c v\u00e0 gi\u1eef ch\u00e2n kh\u00e1ch h\u00e0ng<\/h3>\n<p>Trong khi kh\u00e1ch h\u00e0ng c\u1ea7n ph\u1ea3i bi\u1ebft th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n \u0111\u1ec3 mua n\u00f3, th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n c\u0169ng c\u1ea7n bi\u1ebft kh\u00e1ch h\u00e0ng c\u1ee7a m\u00ecnh \u0111\u1ec3 ti\u1ebfp c\u1eadn h\u1ecd, c\u00f3 \u0111\u01b0\u1ee3c h\u1ecd.<\/p>\n<p>Tuy nhi\u00ean, kh\u00f4ng d\u1eebng l\u1ea1i \u1edf \u0111\u00f3, b\u1ea1n c\u1ea7n ph\u1ea3i gi\u1eef ch\u00e2n kh\u00e1ch h\u00e0ng \u2013 nh\u00f3m gi\u00fap b\u1ea1n t\u1ea1o ra 80% doanh thu.<\/p>\n<p>\u0110\u1ec3 l\u00e0m \u0111\u01b0\u1ee3c vi\u1ec7c n\u00e0y, b\u1ea1n c\u1ea7n qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u hi\u1ec7u qu\u1ea3.<\/p>\n<p>Ng\u01b0\u1eddi qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u c\u1ea7n bi\u1ebft th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau c\u0169ng nh\u01b0 th\u00f3i quen chi ti\u00eau v\u00e0 ti\u00eau d\u00f9ng c\u1ee7a h\u1ecd, \u0111\u1ed3ng th\u1eddi \u0111i\u1ec1u ch\u1ec9nh v\u1ecb tr\u00ed truy\u1ec1n th\u00f4ng v\u00e0 marketing cho ph\u00f9 h\u1ee3p \u2013 \u0111\u1ec3 c\u00f3 kh\u00e1ch h\u00e0ng.<\/p>\n<p>B\u00ean c\u1ea1nh \u0111\u00f3, lu\u00f4n n\u1ed7 l\u1ef1c x\u00e2y d\u1ef1ng l\u00f2ng trung th\u00e0nh c\u1ee7a kh\u00e1ch h\u00e0ng, c\u1ea3i thi\u1ec7n ch\u1ea5t l\u01b0\u1ee3ng s\u1ea3n ph\u1ea9m v\u00e0 d\u1ecbch v\u1ee5 kh\u00e1ch h\u00e0ng \u0111\u1ec3 th\u1ecfa m\u00e3n nh\u1eefng g\u00ec kh\u00e1ch h\u00e0ng mu\u1ed1n \u2013 \u0111\u1ec3 gi\u1eef ch\u00e2n kh\u00e1ch h\u00e0ng.<\/p>\n<p>C\u00e2n \u0111\u1ed1i gi\u1eefa truy\u1ec1n th\u00f4ng, marketing v\u1edbi ch\u1ea5t l\u01b0\u1ee3c s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 kh\u00e1ch h\u00e0ng l\u00e0 quan tr\u1ecdng \u0111\u1ec3 tr\u00e1nh t\u00ecnh tr\u1ea1ng:<\/p>\n<ul>\n<li>Qu\u1ea3ng c\u00e1o nhi\u1ec1u nh\u01b0ng b\u00e1n \u0111\u01b0\u1ee3c \u00edt<\/li>\n<li>\u00cdt kh\u00e1ch h\u00e0ng quay l\u1ea1i mua h\u00e0ng<\/li>\n<li>Nhi\u1ec1u ph\u1ea3n h\u1ed3i ti\u00eau c\u1ef1c<\/li>\n<\/ul>\n<p>Khi \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n t\u1ed1t, d\u1ecbch v\u1ee5 kh\u00e1ch h\u00e0ng s\u1ebd cho ph\u00e9p m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u n\u1ed5i b\u1eadt so v\u1edbi c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh, thu h\u00fat kh\u00e1ch h\u00e0ng hi\u1ec7n t\u1ea1i v\u00e0 t\u01b0\u01a1ng lai, \u0111\u1ed3ng th\u1eddi c\u1ee7ng c\u1ed1 b\u1ea3n s\u1eafc th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n<p>D\u1ecbch v\u1ee5 kh\u00e1ch h\u00e0ng t\u1ed1t bi\u1ebfn kh\u00e1ch h\u00e0ng tr\u1edf th\u00e0nh kh\u00e1ch h\u00e0ng trung th\u00e0nh.<\/p>\n<p>Kh\u00e1ch h\u00e0ng trung th\u00e0nh c\u00f3 xu h\u01b0\u1edbng mang l\u1ea1i c\u00e1c ph\u1ea3n h\u1ed3i t\u00edch c\u1ef1c v\u00e0 gi\u00e1 tr\u1ecb kinh doanh hi\u1ec7u qu\u1ea3 h\u01a1n trong t\u01b0\u01a1ng lai.<\/p>\n<h3 id=\"ftoc-heading-6\" class=\"has-black-color has-text-color ftwp-heading\">2.4. T\u00ednh nh\u1ea5t qu\u00e1n xuy\u00ean su\u1ed1t m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u l\u00e0 r\u1ea5t quan tr\u1ecdng<\/h3>\n<p>Th\u01b0\u01a1ng hi\u1ec7u ph\u1ea3i truy\u1ec1n t\u1ea3i m\u1ed9t giai \u0111i\u1ec7u v\u00e0 c\u1ea3m nh\u1eadn nh\u1ea5t qu\u00e1n \u1edf m\u1ecdi \u0111i\u1ec3m ti\u1ebfp x\u00fac v\u1edbi th\u01b0\u01a1ng hi\u1ec7u. C\u00e1c nh\u00e0 qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u l\u00e0m vi\u1ec7c \u0111\u1ec3 \u0111\u1ea3m b\u1ea3o r\u1eb1ng c\u1ea3 kh\u00eda c\u1ea1nh h\u1eefu h\u00ecnh v\u00e0 v\u00f4 h\u00ecnh c\u1ee7a m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ec1u ph\u00f9 h\u1ee3p v\u1edbi nhau.<\/p>\n<p>\u0110i\u1ec1u n\u00e0y bao g\u1ed3m:<\/p>\n<ul>\n<li>Logo<\/li>\n<li>Bao b\u00ec<\/li>\n<li>Ch\u1ea5t l\u01b0\u1ee3ng s\u1ea3n ph\u1ea9m\/ d\u1ecbch v\u1ee5<\/li>\n<li>Chi\u1ebfn d\u1ecbch ti\u1ebfp th\u1ecb<\/li>\n<li>Tr\u1ea3i nghi\u1ec7m, c\u1ea3m x\u00fac c\u1ee7a kh\u00e1ch h\u00e0ng khi t\u01b0\u01a1ng t\u00e1c v\u1edbi th\u01b0\u01a1ng hi\u1ec7u<\/li>\n<li>\u2026<\/li>\n<\/ul>\n<p>M\u1ed9t th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c qu\u1ea3n tr\u1ecb t\u1ed1t s\u1ebd th\u1ec3 hi\u1ec7n ti\u1ebfng n\u00f3i nh\u1ea5t qu\u00e1n ra b\u00ean ngo\u00e0i, ph\u1ea3n \u00e1nh r\u00f5 r\u00e0ng v\u0103n h\u00f3a v\u00e0 gi\u00e1 tr\u1ecb th\u00f4ng qua c\u00e1c ph\u01b0\u01a1ng ti\u1ec7n truy\u1ec1n th\u00f4ng, bao g\u1ed3m: Trang web, Blog, M\u1ea1ng x\u00e3 h\u1ed9i\u2026<\/p>\n<p>M\u1ed9t khi ti\u1ebfng n\u00f3i \u0111\u1ec1u ph\u00e1t ra gi\u1ed1ng nhau \u1edf m\u1ecdi n\u01a1i, kh\u1ea3 n\u0103ng truy\u1ec1n t\u1ea3i th\u00f4ng \u0111i\u1ec7p \u0111\u01b0\u1ee3c c\u1ed9ng h\u01b0\u1edfng. T\u1eeb \u0111\u00f3, vi\u1ec7c x\u00e2y d\u1ef1ng nh\u1eadn th\u1ee9c tr\u1edf n\u00ean d\u1ec5 d\u00e0ng v\u00e0 hi\u1ec7u qu\u1ea3 h\u01a1n.<\/p>\n<p>\u0110\u1ec3 c\u00f3 \u0111\u01b0\u1ee3c s\u1ef1 nh\u1ea5t qu\u00e1n, c\u00e1c th\u01b0\u01a1ng hi\u1ec7u th\u01b0\u1eddng t\u1ea1o ra c\u00e1c b\u1ea3n h\u01b0\u1edbng d\u1eabn nh\u01b0 Brand Guideline, Logo Guideline\u2026 c\u00e1c b\u1ea3n h\u01b0\u1edbng d\u1eabn n\u00e0y \u0111\u01b0a ra c\u00e1c nguy\u00ean t\u1eafc, phong c\u00e1ch, ph\u00f4ng ch\u1eef, m\u00e0u s\u1eafc, l\u1eddi n\u00f3i \u2026 \u0111\u1ec3 t\u1ea5t c\u1ea3 nh\u1eefng ng\u01b0\u1eddi tham gia \u00e1p d\u1ee5ng.<\/p>\n<p>C\u00e1c c\u00f4ng ty l\u1edbn, \u0111\u1eb7c bi\u1ec7t l\u00e0 nh\u1eefng c\u00f4ng ty c\u00f3 chi nh\u00e1nh, ph\u1ea3i h\u1ebft s\u1ee9c c\u1ea9n th\u1eadn \u0111\u1ec3 \u0111\u1ea3m b\u1ea3o t\u00ednh nh\u1ea5t qu\u00e1n trong to\u00e0n b\u1ed9 th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n<p>C\u00f4ng ty c\u00e0ng ph\u1ee9c t\u1ea1p, c\u00e0ng c\u00f3 nhi\u1ec1u kh\u1ea3 n\u0103ng chi nh\u00e1nh ho\u1eb7c nh\u00e0 cung c\u1ea5p s\u1eed d\u1ee5ng th\u00f4ng \u0111i\u1ec7p l\u1ed7i th\u1eddi ho\u1eb7c kh\u00f4ng ch\u00ednh x\u00e1c ho\u1eb7c kh\u00f4ng h\u1ed7 tr\u1ee3 nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n<p>Do \u0111\u00f3, Qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u hi\u1ec7u qu\u1ea3 l\u00e0 c\u1ea7n ki\u1ec3m tra to\u00e0n b\u1ed9 th\u01b0\u01a1ng hi\u1ec7u m\u1ed9t c\u00e1ch t\u1ec9 m\u1ec9 \u0111\u1ec3 \u0111\u1ea3m b\u1ea3o th\u01b0\u01a1ng hi\u1ec7u \u0111ang \u0111\u01b0\u1ee3c truy\u1ec1n th\u00f4ng r\u00f5 r\u00e0ng v\u00e0 \u0111\u00e1ng tin c\u1eady tr\u00ean t\u1ea5t c\u1ea3 c\u00e1c k\u00eanh.<\/p>\n<h3 id=\"ftoc-heading-7\" class=\"has-black-color has-text-color ftwp-heading\">2.5. Duy tr\u00ec kh\u00f4ng bao gi\u1edd k\u1ebft th\u00fac trong qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u<\/h3>\n<p>M\u1ed9t khi th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n \u0111\u00e3 \u0111\u01b0\u1ee3c t\u1ea1o ra, c\u00f4ng vi\u1ec7c duy tr\u00ec n\u00f3 kh\u00f4ng bao gi\u1edd ng\u1eebng l\u1ea1i. N\u1ebfu kh\u00f4ng, h\u00ecnh \u1ea3nh c\u1ee7a m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u s\u1ebd d\u1ea7n b\u1ecb mai m\u1ed9t.<\/p>\n<p>Duy tr\u00ec th\u01b0\u01a1ng hi\u1ec7u kh\u00f4ng ph\u1ea3i l\u00e0 duy tr\u00ec so v\u1edbi nh\u1eefng th\u1ee9 b\u1ea1n c\u00f3, m\u00e0 l\u00e0 so v\u1edbi \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh.<\/p>\n<p>V\u00ec nh\u1eadn th\u1ee9c l\u00e0 th\u1ee9 thay \u0111\u1ed5i li\u00ean t\u1ee5c, m\u1ed9t khi c\u00f3 th\u01b0\u01a1ng hi\u1ec7u kh\u00e1c chen v\u00e0o, v\u1ecb tr\u00ed c\u1ee7a b\u1ea1n c\u00f3 th\u1ec3 b\u1ecb \u0111\u1ea9y xu\u1ed1ng.<\/p>\n<p>Do \u0111\u00f3, ng\u01b0\u1eddi l\u00e0m qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u c\u00f3 tr\u00e1ch nhi\u1ec7m li\u00ean t\u1ee5c tinh ch\u1ec9nh v\u00e0 c\u1ea3i ti\u1ebfn th\u01b0\u01a1ng hi\u1ec7u, \u0111\u1ea3m b\u1ea3o r\u1eb1ng:<\/p>\n<ul>\n<li>Logo, \u200b\u200bSlogan v\u00e0 th\u00f4ng \u0111i\u1ec7p ph\u1ea3i tu\u00e2n th\u1ee7 c\u00e1c nguy\u00ean t\u1eafc th\u01b0\u01a1ng hi\u1ec7u v\u00e0 n\u1ed5i b\u1eadt<\/li>\n<li>C\u00e1c b\u1ea3n c\u1eadp nh\u1eadt tr\u00ean m\u1ea1ng x\u00e3 h\u1ed9i n\u00ean truy\u1ec1n t\u1ea3i m\u1ed9t giai \u0111i\u1ec7u v\u00e0 c\u1ea3m gi\u00e1c th\u01b0\u01a1ng hi\u1ec7u t\u01b0\u01a1ng t\u1ef1 nh\u01b0 tr\u00ean website hay t\u1ea1i \u0111i\u1ec3m b\u00e1n h\u00e0ng tr\u1ef1c ti\u1ebfp.<\/li>\n<li>V\u00e0 t\u1ea5t c\u1ea3 c\u00e1c t\u01b0\u01a1ng t\u00e1c v\u1edbi th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n n\u00ean c\u1ee7ng c\u1ed1 t\u00edch c\u1ef1c nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n.<\/li>\n<\/ul>\n<p>T\u1ea5t c\u1ea3 h\u01b0\u1edbng t\u1edbi vi\u1ec7c x\u00e2y d\u1ef1ng m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u c\u00f3 gi\u00e1 tr\u1ecb, kh\u00f4ng ng\u1eebng l\u1edbn m\u1ea1nh so v\u1edbi hi\u1ec7n t\u1ea1i, n\u1ed5i b\u1eadt so v\u1edbi \u0111\u1ed1i th\u1ee7 \u0111\u1ec3 \u0111\u00f3ng nhi\u1ec1u h\u01a1n v\u00e0o s\u1ef1 ph\u00e1t tri\u1ec3n chung c\u1ee7a doanh nghi\u1ec7p.<\/p>\n<h2 id=\"ftoc-heading-8\" class=\"has-black-color has-text-color ftwp-heading\">3. Quy tr\u00ecnh qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u<\/h2>\n<p>\u0110\u1ec3 c\u00f3 th\u1ec3 qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u t\u1ed1t, b\u1ea1n c\u1ea7n hi\u1ec3u r\u00f5 v\u1ec1 quy tr\u00ecnh qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u v\u00e0 nh\u1eefng vi\u1ec7c c\u1ea7n th\u1ef1c hi\u1ec7n, quy tr\u00ecnh qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u c\u00f3 5 b\u01b0\u1edbc:<\/p>\n<ul>\n<li>B\u01b0\u1edbc 1: X\u00e1c \u0111\u1ecbnh v\u00e0 Thi\u1ebft l\u1eadp Gi\u00e1 tr\u1ecb v\u00e0 \u0110\u1ecbnh v\u1ecb Th\u01b0\u01a1ng hi\u1ec7u<\/li>\n<li>B\u01b0\u1edbc 2: Thi\u1ebft k\u1ebf th\u01b0\u01a1ng hi\u1ec7u<\/li>\n<li>B\u01b0\u1edbc 3: Truy\u1ec1n th\u00f4ng, ti\u1ebfp th\u1ecb th\u01b0\u01a1ng hi\u1ec7u<\/li>\n<li>B\u01b0\u1edbc 4: \u0110o l\u01b0\u1eddng v\u00e0 ph\u00e2n t\u00edch th\u01b0\u01a1ng hi\u1ec7u<\/li>\n<li>B\u01b0\u1edbc 5: T\u0103ng tr\u01b0\u1edfng v\u00e0 duy tr\u00ec gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u<\/li>\n<\/ul>\n<h3 id=\"ftoc-heading-9\" class=\"has-black-color has-text-color ftwp-heading\">B\u01b0\u1edbc 1: X\u00e1c l\u1eadp Gi\u00e1 tr\u1ecb v\u00e0 \u0110\u1ecbnh v\u1ecb Th\u01b0\u01a1ng hi\u1ec7u<\/h3>\n<figure class=\"wp-block-image size-full\"><\/figure>\n<p>B\u01b0\u1edbc \u0111\u1ea7u ti\u00ean c\u1ee7a quy tr\u00ecnh qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u l\u00e0 x\u00e1c l\u1eadp gi\u00e1 tr\u1ecb v\u00e0 \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u. \u0110i\u1ec1u n\u00e0y b\u1eaft \u0111\u1ea7u v\u1edbi s\u1ef1 hi\u1ec3u bi\u1ebft r\u00f5 r\u00e0ng v\u00e0 ng\u1eafn g\u1ecdn v\u1ec1 nh\u1eefng g\u00ec th\u01b0\u01a1ng hi\u1ec7u s\u1ebd \u0111\u1ea1i di\u1ec7n v\u00e0 n\u00f3 n\u00ean \u0111\u01b0\u1ee3c \u0111\u1ecbnh v\u1ecb nh\u01b0 th\u1ebf n\u00e0o so v\u1edbi c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh.<\/p>\n<p>Theo\u00a0<strong>Philip Kotler<\/strong>\u00a0\u2013 \u0110\u1ecbnh v\u1ecb Th\u01b0\u01a1ng hi\u1ec7u l\u00e0 h\u00e0nh \u0111\u1ed9ng thi\u1ebft k\u1ebf h\u00ecnh \u1ea3nh v\u00e0 \u0111\u1ec1 xu\u1ea5t gi\u00e1 tr\u1ecb c\u1ee7a c\u00f4ng ty \u0111\u1ec3 n\u00f3 chi\u1ebfm m\u1ed9t v\u1ecb tr\u00ed kh\u00e1c bi\u1ec7t v\u00e0 c\u00f3 gi\u00e1 tr\u1ecb trong t\u00e2m tr\u00ed ng\u01b0\u1eddi ti\u00eau d\u00f9ng m\u1ee5c ti\u00eau\u201d.<\/p>\n<p>Bao g\u1ed3m nh\u1eefng m\u1ee5c ch\u00ednh d\u01b0\u1edbi \u0111\u00e2y:<\/p>\n<p><strong>Mental Map<\/strong><\/p>\n<p>Mental Map (B\u1ea3n \u0111\u1ed3 tinh th\u1ea7n) l\u00e0 h\u00ecnh \u1ea3nh m\u00f4 t\u1ea3 tr\u1ef1c quan ho\u1eb7c nh\u1eadn th\u1ee9c theo quan \u0111i\u1ec3m v\u1ec1 c\u00e1c m\u1ed1i li\u00ean h\u1ec7 kh\u00e1c nhau \u0111\u01b0\u1ee3c li\u00ean k\u1ebft v\u1edbi th\u01b0\u01a1ng hi\u1ec7u trong t\u00e2m tr\u00ed ng\u01b0\u1eddi ti\u00eau d\u00f9ng.<\/p>\n<p><em>Note: C\u00e1ch v\u1ebd Mental Map gi\u1ed1ng nh\u01b0 v\u1ebd b\u1ea3n \u0111\u1ed3 t\u01b0 duy.<\/em><\/p>\n<p><strong>Points of Difference<\/strong><\/p>\n<p>\u0110i\u1ec3m kh\u00e1c bi\u1ec7t (Points of Difference) thuy\u1ebft ph\u1ee5c ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u1ec1 c\u00e1c thu\u1ed9c t\u00ednh ho\u1eb7c l\u1ee3i \u00edch m\u00e0 ng\u01b0\u1eddi ti\u00eau d\u00f9ng li\u00ean k\u1ebft ch\u1eb7t ch\u1ebd v\u1edbi th\u01b0\u01a1ng hi\u1ec7u v\u00e0 tin r\u1eb1ng h\u1ecd kh\u00f4ng th\u1ec3 t\u00ecm th\u1ea5y \u0111i\u1ec1u t\u01b0\u01a1ng t\u1ef1 trong th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh.<\/p>\n<p><strong>Points of Parity<\/strong><\/p>\n<p>\u0110i\u1ec3m ngang b\u1eb1ng (Points of Parity) \u00fd ch\u1ec9 m\u1ed9t s\u1ea3n ph\u1ea9m c\u00f3 c\u00e1c \u0111i\u1ec3m ngang b\u1eb1ng, t\u01b0\u01a1ng t\u1ef1 v\u1edbi s\u1ea3n ph\u1ea9m c\u1ee7a c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh, khi\u1ebfn ng\u01b0\u1eddi ti\u00eau d\u00f9ng tin r\u1eb1ng th\u01b0\u01a1ng hi\u1ec7u \u0111\u00f3 \u201c\u0111\u1ee7 t\u1ed1t\u201d \u0111\u1ec3 \u0111\u01b0\u1ee3c \u0111\u01b0a v\u00e0o danh s\u00e1ch l\u1ef1a ch\u1ecdn.<\/p>\n<p><strong>Core Brand Associations<\/strong><\/p>\n<p>Li\u00ean k\u1ebft th\u01b0\u01a1ng hi\u1ec7u (Core Brand Associations) l\u00e0 s\u1ef1 k\u1ebft n\u1ed1i tinh th\u1ea7n, m\u1ed9t t\u1eeb, h\u00ecnh \u1ea3nh ho\u1eb7c kh\u00e1i ni\u1ec7m\u2026 xu\u1ea5t hi\u1ec7n nhanh ch\u00f3ng trong \u0111\u1ea7u ng\u01b0\u1eddi ti\u00eau d\u00f9ng.<\/p>\n<p>S\u1ef1 li\u00ean k\u1ebft n\u00e0y c\u00f3 th\u1ec3 t\u00edch c\u1ef1c ho\u1eb7c ti\u00eau c\u1ef1c v\u00e0 n\u00f3 \u1ea3nh h\u01b0\u1edfng l\u1edbn \u0111\u1ebfn quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng.<\/p>\n<p>C\u00f3 nhi\u1ec1u lo\u1ea1i li\u00ean k\u1ebft, \u0111i\u1ec1u c\u1ea7n thi\u1ebft l\u00e0 t\u00ecm ra li\u00ean k\u1ebft ph\u00f9 h\u1ee3p l\u00e0 t\u00edch c\u1ef1c x\u00e2y d\u1ef1ng li\u00ean k\u1ebft \u0111\u00f3:<\/p>\n<ul>\n<li>D\u1ef1a tr\u00ean ng\u01b0\u1eddi n\u1ed5i ti\u1ebfng (v\u00ed d\u1ee5: \u0110\u1ea1i s\u1ee9 th\u01b0\u01a1ng hi\u1ec7u Oppo \u2013 S\u01a1n T\u00f9ng M-TP)<\/li>\n<li>D\u1ef1a tr\u00ean ng\u01b0\u1eddi s\u00e1ng l\u1eadp (v\u00ed d\u1ee5: Skims c\u1ee7a Kim Kardashian)<\/li>\n<li>D\u1ef1a tr\u00ean nh\u00e2n v\u1eadt (v\u00ed d\u1ee5: \u1ee8ng d\u1ee5ng h\u1ecdc ngo\u1ea1i ng\u1eef Doulingo \u2013 C\u00fa Dou)<\/li>\n<li>Li\u00ean k\u1ebft t\u1eeb ho\u1eb7c d\u00f2ng gi\u1edbi thi\u1ec7u (v\u00ed d\u1ee5: D\u00f2ng gi\u1edbi thi\u1ec7u \u201cJust do it\u201d c\u1ee7a Nike)<\/li>\n<li>D\u1ef1a tr\u00ean ho\u1ea1t \u0111\u1ed9ng (v\u00ed d\u1ee5: The North Face v\u00e0 c\u00e1c ho\u1ea1t \u0111\u1ed9ng m\u1ea1o hi\u1ec3m)<\/li>\n<li>D\u1ef1a tr\u00ean s\u1ef1 sang tr\u1ecdng (v\u00ed d\u1ee5: \u0110\u1ed3ng h\u1ed3 Rolex)<\/li>\n<li>D\u1ef1a tr\u00ean d\u1ecbch v\u1ee5 kh\u00e1ch h\u00e0ng (v\u00ed d\u1ee5: Zappos)<\/li>\n<li>\u2026<\/li>\n<\/ul>\n<p>V\u00ed d\u1ee5, khi b\u1ea1n ngh\u0129 \u0111\u1ebfn \u00f4 t\u00f4 \u0111i\u1ec7n, b\u1ea1n c\u00f3 th\u1ec3 ngh\u0129 \u0111\u1ebfn Tesla. Gi\u00e0y th\u1ec3 thao \u2013 Adidas ho\u1eb7c T\u00ecm ki\u1ebfm g\u00ec \u0111\u00f3 \u2013 Google.<\/p>\n<p><strong>Brand Mantra<\/strong><\/p>\n<p>Brand Mantra l\u00e0 m\u1ed9t c\u1ee5m t\u1eeb ng\u1eafn th\u1ec3 hi\u1ec7n b\u1ea3n ch\u1ea5t ho\u1eb7c tinh th\u1ea7n kh\u00f4ng th\u1ec3 ch\u1ed1i c\u00e3i c\u1ee7a \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u. N\u00f3 t\u01b0\u01a1ng t\u1ef1 nh\u01b0 b\u1ea3n ch\u1ea5t th\u01b0\u01a1ng hi\u1ec7u ho\u1eb7c l\u1eddi h\u1ee9a th\u01b0\u01a1ng hi\u1ec7u c\u1ed1t l\u00f5i c\u00f2n \u0111\u01b0\u1ee3c g\u1ecdi l\u00e0 Brand DNA.<\/p>\n<p>Brand Mantra c\u00f3 nhi\u1ec1u h\u00ecnh th\u1ee9c kh\u00e1c nhau:<\/p>\n<ul>\n<li>Slogan<\/li>\n<li>Tagline<\/li>\n<li>Baseline<\/li>\n<li>Headline<\/li>\n<\/ul>\n<p>Cho d\u00f9 c\u00f3 nhi\u1ec1u h\u00ecnh th\u1ee9c kh\u00e1c nhau, m\u1ee5c \u0111\u00edch kh\u00e1c nhau \u0111\u1ec1u c\u00f3 s\u1ee9 m\u1ec7nh truy\u1ec1n t\u1ea3i th\u00f4ng \u0111i\u1ec7p li\u00ean quan \u0111\u1ebfn Big Ideas.<\/p>\n<p>Note: V\u00ec \u00fd ngh\u0129a t\u01b0\u01a1ng t\u1ef1 t\u1ee5ng kinh, ni\u1ec7m ch\u00fa \u2013 s\u1eed d\u1ee5ng \u0111\u1ec3 t\u00e1c \u0111\u1ed9ng \u0111\u1ebfn t\u00e2m tr\u00ed n\u00ean c\u00e1c c\u00f4ng c\u1ee5 n\u00e0y \u0111\u01b0\u1ee3c \u0111\u01b0\u1ee3c g\u1ecdi chung l\u00e0 Brand Mantra (Th\u1ea7n ch\u00fa th\u01b0\u01a1ng hi\u1ec7u)<\/p>\n<p><strong>Frame of reference<\/strong><\/p>\n<p>X\u00e1c \u0111\u1ecbnh th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau v\u00e0 b\u1ea3n ch\u1ea5t c\u1ee7a c\u1ea1nh tranh<\/p>\n<h3 id=\"ftoc-heading-10\" class=\"has-black-color has-text-color ftwp-heading\">B\u01b0\u1edbc 2: Thi\u1ebft k\u1ebf th\u01b0\u01a1ng hi\u1ec7u<\/h3>\n<div class=\"wp-block-image\"><\/div>\n<p>Sau khi \u0111\u00e3 thi\u1ebft l\u1eadp, x\u00e1c \u0111\u1ecbnh c\u00e1c gi\u00e1 tr\u1ecb v\u00e0 \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u, \u0111i\u1ec1u ti\u1ebfp theo l\u00e0 c\u1ea7n tr\u1ef1c quan h\u00f3a ch\u00fang \u2013 thi\u1ebft k\u1ebf th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n<p>Thi\u1ebft k\u1ebf th\u01b0\u01a1ng hi\u1ec7u l\u00e0 vi\u1ec7c t\u1ea1o ra c\u00e1c th\u00e0nh ph\u1ea7n th\u01b0\u01a1ng hi\u1ec7u hay c\u00f2n g\u1ecdi l\u00e0 b\u1ed9 nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u bao g\u1ed3m:<\/p>\n<ul>\n<li>T\u00ean th\u01b0\u01a1ng hi\u1ec7u<\/li>\n<li>Logo<\/li>\n<li>Bi\u1ec3u t\u01b0\u1ee3ng<\/li>\n<li>Bao b\u00ec<\/li>\n<li>Slogan<\/li>\n<li>Nh\u1eadn di\u1ec7n v\u0103n ph\u00f2ng<\/li>\n<li>Nh\u1eadn di\u1ec7n \u0111i\u1ec3m b\u00e1n<\/li>\n<li>\u1ea4n ph\u1ea9m marketing<\/li>\n<li>\u2026<\/li>\n<\/ul>\n<p>T\u1ea5t c\u1ea3 c\u00e1c \u0111i\u1ec3m ti\u1ebfp x\u00fac c\u1ea7n ph\u1ea3i \u0111\u01b0\u1ee3c \u0111i\u1ec1u ch\u1ec9nh b\u1eb1ng ph\u1ea7n t\u1eed tr\u1ef1c quan n\u00e0o \u0111\u00f3, t\u1ea1o \u0111i\u1ec1u ki\u1ec7n h\u00ecnh th\u00e0nh c\u00e1c li\u00ean t\u01b0\u1edfng th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh, thu\u1eadn l\u1ee3i v\u00e0 \u0111\u1ed9c \u0111\u00e1o. T\u1eeb \u0111\u00f3 n\u00e2ng cao nh\u1eadn th\u1ee9c v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u v\u00e0 kh\u01a1i g\u1ee3i nh\u1eefng \u0111\u00e1nh gi\u00e1 v\u00e0 c\u1ea3m nh\u1eadn t\u00edch c\u1ef1c v\u1ec1 m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n<p>C\u00e1c nh\u00e0 qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u c\u1ea7n tham gia s\u00e2u v\u00e0o vi\u1ec7c\u00a0<strong>thi\u1ebft k\u1ebf th\u01b0\u01a1ng hi\u1ec7u<\/strong>, ch\u1ec9 \u0111\u1ea1o \u00e1p d\u1ee5ng quy tr\u00ecnh th\u1ef1c hi\u1ec7n ch\u1eb7t ch\u1ebd \u0111\u1ec3 \u0111\u1ea3m b\u1ea3o c\u00e1c th\u00e0nh ph\u1ea7n th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c r\u1ea1o ra cung c\u1ea5p \u0111\u1ee7 s\u1ee9c m\u1ea1nh mong mu\u1ed1n.<\/p>\n<h3 id=\"ftoc-heading-11\" class=\"has-black-color has-text-color ftwp-heading\">B\u01b0\u1edbc 3: Truy\u1ec1n th\u00f4ng th\u01b0\u01a1ng hi\u1ec7u<\/h3>\n<div class=\"wp-block-image\"><\/div>\n<p>Truy\u1ec1n th\u00f4ng th\u01b0\u01a1ng hi\u1ec7u c\u0169ng l\u00e0 ho\u1ea1t \u0111\u1ed3ng n\u1eb1m trong qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u, \u0111\u00e2y l\u00e0 b\u01b0\u1edbc ti\u1ebfp theo sau khi \u0111\u00e3 c\u00f3 \u0111\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u tr\u1ef1c quan.<\/p>\n<p>Truy\u1ec1n th\u00f4ng, ti\u1ebfp th\u1ecb th\u01b0\u01a1ng hi\u1ec7u l\u00e0 ho\u1ea1t \u0111\u1ed9ng ch\u00ednh gi\u00fap kh\u00e1ch h\u00e0ng bi\u1ebft \u0111\u1ebfn th\u01b0\u01a1ng hi\u1ec7u, x\u00e2y d\u1ef1ng nh\u1eadn th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a doanh nghi\u1ec7p trong t\u00e2m tr\u00ed kh\u00e1ch h\u00e0ng.<\/p>\n<p>C\u00e1c ch\u01b0\u01a1ng tr\u00ecnh ti\u1ebfp th\u1ecb v\u00e0 s\u1ea3n ph\u1ea9m, gi\u00e1 c\u1ea3, ph\u00e2n ph\u1ed1i v\u00e0 chi\u1ebfn l\u01b0\u1ee3c truy\u1ec1n th\u00f4ng \u0111\u00f3ng g\u00f3p l\u1edbn nh\u1ea5t v\u00e0 c\u00f3 th\u1ec3 t\u1ea1o ra c\u00e1c li\u00ean k\u1ebft th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh m\u1ebd, \u0111\u1ed9c \u0111\u00e1o v\u00e0 thu\u1eadn l\u1ee3i theo nhi\u1ec1u c\u00e1ch kh\u00e1c nhau.<\/p>\n<p>C\u1ed1 g\u1eafng li\u00ean k\u1ebft th\u01b0\u01a1ng hi\u1ec7u v\u1edbi c\u00e1c y\u1ebfu t\u1ed1 nh\u1ea5t \u0111\u1ecbnh nh\u01b0 qu\u1ed1c gia, nh\u00e2n v\u1eadt, s\u1ef1 ki\u1ec7n th\u1ec3 thao ho\u1eb7c v\u0103n h\u00f3a trong t\u00e2m tr\u00ed ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u00e0 t\u1eadn d\u1ee5ng nh\u1eefng li\u00ean t\u01b0\u1edfng n\u00e0y \u0111\u1ec3 c\u1ea3i thi\u1ec7n gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u00ecnh, th\u00f4ng qua:<\/p>\n<ul>\n<li>C\u00e1c c\u00f4ng ty (th\u00f4ng qua c\u00e1c chi\u1ebfn l\u01b0\u1ee3c x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u)<\/li>\n<li>C\u00e1c qu\u1ed1c gia (th\u00f4ng qua vi\u1ec7c x\u00e1c \u0111\u1ecbnh xu\u1ea5t x\u1ee9 s\u1ea3n ph\u1ea9m)<\/li>\n<li>C\u00e1c k\u00eanh ph\u00e2n ph\u1ed1i (th\u00f4ng qua chi\u1ebfn l\u01b0\u1ee3c k\u00eanh)<\/li>\n<li>C\u00e1c th\u01b0\u01a1ng hi\u1ec7u kh\u00e1c (th\u00f4ng qua \u0111\u1ed3ng th\u01b0\u01a1ng hi\u1ec7u)<\/li>\n<li>Nh\u00e2n v\u1eadt (th\u00f4ng qua c\u1ea5p ph\u00e9p)<\/li>\n<li>Ng\u01b0\u1eddi ph\u00e1t ng\u00f4n (th\u00f4ng qua ho\u1ea1t \u0111\u1ed9ng ch\u1ee9ng th\u1ef1c)<\/li>\n<li>S\u1ef1 ki\u1ec7n (th\u00f4ng qua t\u00e0i tr\u1ee3)<\/li>\n<li>C\u00e1c ngu\u1ed3n b\u00ean th\u1ee9 ba kh\u00e1c (th\u00f4ng qua gi\u1ea3i th\u01b0\u1edfng ho\u1eb7c b\u00e0i \u0111\u00e1nh gi\u00e1)<\/li>\n<li>\u2026<\/li>\n<\/ul>\n<p>D\u1ef1a theo chi\u1ebfn l\u01b0\u1ee3c v\u00e0 \u0111\u1eb7c \u0111i\u1ec3m c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng m\u1ee5c ti\u00eau m\u00e0 x\u00e1c \u0111\u1ecbnh ph\u01b0\u01a1ng ph\u00e1p truy\u1ec1n th\u00f4ng ph\u00f9 h\u1ee3p. Trong \u0111\u00f3, truy\u1ec1n th\u00f4ng t\u00edch h\u1ee3p tr\u00ean Digital \u0111ang l\u00e0 xu h\u01b0\u1edbng.<\/p>\n<h3 id=\"ftoc-heading-12\" class=\"has-black-color has-text-color ftwp-heading\">B\u01b0\u1edbc 4: \u0110o l\u01b0\u1eddng, ph\u00e2n t\u00edch th\u01b0\u01a1ng hi\u1ec7u<\/h3>\n<div class=\"wp-block-image\"><\/div>\n<p>\u0110\u1ec3 hi\u1ec3u t\u00e1c \u0111\u1ed9ng c\u1ee7a c\u00e1c ch\u01b0\u01a1ng tr\u00ecnh truy\u1ec1n th\u00f4ng, ti\u1ebfp th\u1ecb th\u01b0\u01a1ng hi\u1ec7u, \u0111i\u1ec1u quan tr\u1ecdng l\u00e0 ph\u1ea3i \u0111o l\u01b0\u1eddng v\u00e0 ph\u00e2n t\u00edch qu\u1ea3 ho\u1ea1t \u0111\u1ed9ng c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n<p>Trong \u0111\u00f3 c\u1ea7n:<\/p>\n<p><strong>Brand Audit<\/strong><\/p>\n<p>Ki\u1ec3m to\u00e1n Th\u01b0\u01a1ng hi\u1ec7u l\u00e0 m\u1ed9t cu\u1ed9c ki\u1ec3m tra to\u00e0n di\u1ec7n v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u v\u00e0 t\u00ecm ra c\u00e1c ngu\u1ed3n v\u1ed1n ch\u1ee7 s\u1edf h\u1eefu c\u1ee7a n\u00f3 \u0111\u1ec3 \u0111\u1ec1 xu\u1ea5t c\u00e1c c\u00e1ch c\u1ea3i thi\u1ec7n v\u00e0 t\u1eadn d\u1ee5ng n\u00f3.<\/p>\n<p>Ki\u1ec3m to\u00e1n th\u01b0\u01a1ng hi\u1ec7u c\u1ea7n \u0111\u01b0\u1ee3c tri\u1ec3n khai \u0111\u1ecbnh k\u1ef3, trong \u0111\u00f3:<\/p>\n<ul>\n<li>Ki\u1ec3m tra th\u01b0\u01a1ng hi\u1ec7u (b\u00ean cung): M\u1ed9t h\u1ed3 s\u01a1 to\u00e0n di\u1ec7n hi\u1ec7n t\u1ea1i v\u1ec1 c\u00e1ch t\u1ea5t c\u1ea3 c\u00e1c s\u1ea3n ph\u1ea9m v\u00e0 d\u1ecbch v\u1ee5 \u0111\u01b0\u1ee3c g\u1eafn th\u01b0\u01a1ng hi\u1ec7u v\u00e0 b\u00e1n tr\u00ean th\u1ecb tr\u01b0\u1eddng.<\/li>\n<li>Kh\u00e1m ph\u00e1 th\u01b0\u01a1ng hi\u1ec7u (b\u00ean c\u1ea7u): T\u00ecm hi\u1ec3u th\u00f4ng tin chi ti\u1ebft v\u1ec1 c\u00e1ch ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u1ea3m nh\u1eadn v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u.<\/li>\n<\/ul>\n<p><strong>Brand tracking studies<\/strong><\/p>\n<p>Thu th\u1eadp th\u00f4ng tin t\u1eeb kh\u00e1ch h\u00e0ng v\u1ec1 hi\u1ec7u qu\u1ea3 ho\u1ea1t \u0111\u1ed9ng c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u tr\u00ean m\u1ed9t s\u1ed1 kh\u00eda c\u1ea1nh ch\u00ednh m\u00e0 nh\u00e0 ti\u1ebfp th\u1ecb c\u00f3 th\u1ec3 x\u00e1c \u0111\u1ecbnh trong cu\u1ed9c \u0111\u00e1nh gi\u00e1 th\u01b0\u01a1ng hi\u1ec7u ho\u1eb7c c\u00e1c ph\u01b0\u01a1ng ti\u1ec7n kh\u00e1c.<\/p>\n<p><strong>Brand Value chain<\/strong><\/p>\n<p>Chu\u1ed7i gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u l\u00e0 m\u1ed9t c\u00e1ch ti\u1ebfp c\u1eadn c\u00f3 c\u1ea5u tr\u00fac \u0111\u1ec3 \u0111\u00e1nh gi\u00e1 c\u00e1c ngu\u1ed3n g\u1ed1c c\u00e1c gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u v\u00e0 c\u00e1ch c\u00e1c ho\u1ea1t \u0111\u1ed9ng ti\u1ebfp th\u1ecb t\u1ea1o ra gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u. N\u00f3 gi\u00fap hi\u1ec3u r\u00f5 h\u01a1n v\u1ec1 t\u00e1c \u0111\u1ed9ng c\u1ee7a c\u00e1c kho\u1ea3n \u0111\u1ea7u t\u01b0 v\u00e0 chi ti\u00eau ti\u1ebfp th\u1ecb th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n<p><strong>H\u1ec7 th\u1ed1ng \u0111o l\u01b0\u1eddng t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u<\/strong><\/p>\n<p>X\u00e2y d\u1ef1ng c\u00e1c c\u00f4ng c\u1ee5 ho\u1eb7c b\u1ed9 quy tr\u00ecnh nghi\u00ean c\u1ee9u, \u0111o l\u01b0\u1eddng t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ec3 cung c\u1ea5p th\u00f4ng tin ch\u00ednh x\u00e1c, c\u00f3 th\u1ec3 h\u00e0nh \u0111\u1ed9ng v\u00e0 k\u1ecbp th\u1eddi nh\u1eb1m \u0111\u01b0a ra c\u00e1c quy\u1ebft \u0111\u1ecbnh chi\u1ebfn thu\u1eadt t\u1ed1t nh\u1ea5t c\u00f3 th\u1ec3 trong th\u1eddi gian ng\u1eafn v\u00e0 d\u00e0i h\u1ea1n.<\/p>\n<ul>\n<li>\u0110i\u1ec1u l\u1ec7 t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u: Ch\u00ednh th\u1ee9c h\u00f3a quan \u0111i\u1ec3m c\u1ee7a c\u00f4ng ty v\u1ec1 gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u th\u00e0nh m\u1ed9t t\u00e0i li\u1ec7u v\u00e0 cung c\u1ea5p c\u00e1c h\u01b0\u1edbng d\u1eabn chung cho c\u00e1c nh\u00e0 qu\u1ea3n l\u00fd ti\u1ebfp th\u1ecb trong c\u00f4ng ty c\u0169ng nh\u01b0 c\u00e1c \u0111\u1ed1i t\u00e1c ti\u1ebfp th\u1ecb ch\u00ednh b\u00ean ngo\u00e0i c\u00f4ng ty.<\/li>\n<li>B\u00e1o c\u00e1o t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u: T\u1eadp h\u1ee3p c\u00e1c k\u1ebft qu\u1ea3 c\u1ee7a cu\u1ed9c kh\u1ea3o s\u00e1t v\u1ec1 gi\u00e1 tr\u1ecb t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u v\u00e0 c\u00e1c b\u00e1o c\u00e1o c\u00f3 li\u00ean quan kh\u00e1c.<\/li>\n<li>Tr\u00e1ch nhi\u1ec7m v\u1ec1 t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u: Qu\u1ea3n l\u00fd c\u1ea5p cao ph\u1ea3i \u0111\u01b0\u1ee3c ch\u1ec9 \u0111\u1ecbnh gi\u00e1m s\u00e1t c\u00e1ch x\u1eed l\u00fd t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u trong t\u1ed5 ch\u1ee9c.<\/li>\n<\/ul>\n<p>B\u01b0\u1edbc ti\u1ebfp theo li\u00ean quan \u0111\u1ebfn vi\u1ec7c t\u0103ng tr\u01b0\u1edfng v\u00e0 duy tr\u00ec gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n<h3 id=\"ftoc-heading-13\" class=\"has-black-color has-text-color ftwp-heading\">B\u01b0\u1edbc 5: T\u0103ng tr\u01b0\u1edfng v\u00e0 duy tr\u00ec gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u<\/h3>\n<div class=\"wp-block-image\"><\/div>\n<p>Duy tr\u00ec v\u00e0 t\u0103ng tr\u01b0\u1edfng t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3 kh\u00e1 kh\u00f3 kh\u0103n. R\u1ea5t nhi\u1ec1u doanh nghi\u1ec7p c\u00f3 th\u1ec3 x\u00e1c l\u1eadp th\u01b0\u01a1ng hi\u1ec7u, chi cho truy\u1ec1n th\u00f4ng v\u00e0 ti\u1ebfp th\u1ecb, nh\u01b0ng hi\u1ec7u qu\u1ea3 t\u0103ng tr\u01b0\u1edfng kh\u00f4ng ph\u1ea3i l\u00fac n\u00e0o c\u0169ng \u0111\u1ea1t \u0111\u01b0\u1ee3c.<\/p>\n<p>V\u00e0 khi t\u0103ng tr\u01b0\u1edfng kh\u00f4ng \u0111\u1ea1t \u0111\u01b0\u1ee3c, k\u00e9o theo kh\u00f3 kh\u0103n c\u1ea3 trong vi\u1ec7c duy tr\u00ec gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n<p>Ch\u00ednh v\u00ec th\u1ebf, \u0111\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c s\u1ef1 t\u0103ng tr\u01b0\u1eddng v\u00e0 duy tr\u00ec th\u01b0\u01a1ng hi\u1ec7u doanh nghi\u1ec7p c\u1ea7n th\u1ef1c hi\u1ec7n b\u01b0\u1edbc 4, b\u01b0\u1edbc 3. Li\u00ean t\u1ee5c theo d\u00f5i, ph\u00e2n t\u00edch \u0111\u1ec3 t\u00ecm c\u00e1ch truy\u1ec1n th\u00f4ng hi\u1ec7u qu\u1ea3 h\u01a1n.<\/p>\n<p>Ngo\u00e0i ra, c\u1ea7n:<\/p>\n<p><strong>X\u00e2y d\u1ef1ng ki\u1ebfn tr\u00fac th\u01b0\u01a1ng hi\u1ec7u<\/strong><\/p>\n<p>Trong qu\u00e1 tr\u00ecnh x\u00e2y d\u1ef1ng, ph\u00e1t tri\u1ec3n doanh nghi\u1ec7p b\u1ea1n c\u00f3 th\u1ec3 t\u1ea1o ra th\u01b0\u01a1ng hi\u1ec7u m\u1edbi hay mua b\u00e1n, s\u00e1p nh\u1eadp th\u01b0\u01a1ng hi\u1ec7u. C\u00e1c th\u01b0\u01a1ng hi\u1ec7u m\u1edbi c\u1ea7n \u0111\u01b0\u1ee3c t\u00edch h\u1ee3p hi\u1ec7u qu\u1ea3 v\u00e0 \u0111\u00f3ng g\u00f3p v\u00e0o s\u1ef1 ph\u00e1t tri\u1ec3n chung.<\/p>\n<p>Khi \u0111\u00f3, b\u1ea1n c\u1ea7n m\u1ed9t ki\u1ebfn tr\u00fac th\u01b0\u01a1ng hi\u1ec7u ph\u00f9 h\u1ee3p.<\/p>\n<p>B\u1ea1n c\u00f3 th\u1ec3 x\u00e1c \u0111\u1ecbnh\u00a0<strong>ki\u1ebfn tr\u00fac th\u01b0\u01a1ng hi\u1ec7u<\/strong>\u00a0t\u1eeb khi t\u1ea1o l\u1eadp th\u01b0\u01a1ng hi\u1ec7u, nh\u01b0ng trong giai \u0111o\u1ea1n n\u00e0y m\u1edbi c\u1ea7n ho\u1ea1t \u0111\u1ed9ng th\u1ef1c s\u1ef1.<\/p>\n<p>C\u00f3 4 ki\u1ec3u ki\u1ebfn tr\u00fac th\u01b0\u01a1ng hi\u1ec7u ph\u1ed5 bi\u1ebfn:<\/p>\n<ul>\n<li>Branded house<\/li>\n<li>House of Brands<\/li>\n<li>Endorsed<\/li>\n<li>Hybrid<\/li>\n<\/ul>\n<p>B\u1eb1ng c\u00e1ch n\u1eafm b\u1eaft m\u1ed1i quan h\u1ec7 x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u gi\u1eefa c\u00e1c s\u1ea3n ph\u1ea9m \/ d\u1ecbch v\u1ee5 kh\u00e1c nhau m\u00e0 c\u00f4ng ty b\u1ea1n c\u00f3, tinh ch\u1ec9nh, s\u1eafp x\u1ebfp theo m\u1ed9t ki\u1ebfn tr\u00fac ph\u00f9 h\u1ee3p b\u1ea1n c\u00f3 th\u1ec3 t\u1ea1o ra m\u1ed9t nh\u1eadn th\u1ee9c r\u00f5 r\u00e0ng, tr\u1ef1c quan cho ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n.<\/p>\n<p>Kh\u00f4ng nh\u1eefng v\u1eady, ki\u1ebfn tr\u00fac th\u01b0\u01a1ng hi\u1ec7u r\u00f5 r\u00e0ng, ph\u00f9 h\u1ee3p gi\u00fap qu\u00e1 tr\u00ecnh qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u tr\u1edf n\u00ean d\u1ec5 d\u00e0ng, h\u1ea1n ch\u1ebf \u0111\u01b0\u1ee3c c\u00e1c r\u1ee7i ro v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n<p><strong>Qu\u1ea3n l\u00fd t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u theo th\u1eddi gian<\/strong><\/p>\n<p>\u0110\u01b0a ra quan \u0111i\u1ec3m d\u00e0i h\u1ea1n c\u0169ng nh\u01b0 ng\u1eafn h\u1ea1n v\u1ec1 c\u00e1c quy\u1ebft \u0111\u1ecbnh ti\u1ebfp th\u1ecb v\u00ec ch\u00fang s\u1ebd \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn s\u1ef1 th\u00e0nh c\u00f4ng c\u1ee7a c\u00e1c ch\u01b0\u01a1ng tr\u00ecnh ti\u1ebfp th\u1ecb trong t\u01b0\u01a1ng lai.<\/p>\n<ul>\n<li><strong>C\u1ee7ng c\u1ed1 Th\u01b0\u01a1ng hi\u1ec7u<\/strong>: Gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c c\u1ee7ng c\u1ed1 b\u1eb1ng c\u00e1c h\u00e0nh \u0111\u1ed9ng truy\u1ec1n th\u00f4ng, ti\u1ebfp th\u1ecb nh\u1ea5t qu\u00e1n nh\u1eb1m c\u1ee7ng c\u1ed1 nh\u1eadn th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u v\u00e0 h\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u.<\/li>\n<li><strong>Ph\u1ee5c h\u1ed3i th\u01b0\u01a1ng hi\u1ec7u<\/strong>: Vi\u1ec7c ph\u1ee5c h\u1ed3i th\u01b0\u01a1ng hi\u1ec7u \u0111\u00f2i h\u1ecfi ph\u1ea3i thu h\u1ed3i l\u1ea1i c\u00e1c ngu\u1ed3n t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u \u0111\u00e3 m\u1ea5t, k\u00e9m hi\u1ec7u qu\u1ea3 ho\u1eb7c c\u00e1c t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u m\u1edbi \u0111\u01b0\u1ee3c x\u00e1c \u0111\u1ecbnh v\u00e0 thi\u1ebft l\u1eadp.<\/li>\n<\/ul>\n<p><strong>Qu\u1ea3n l\u00fd gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u qua ranh gi\u1edbi \u0111\u1ecba l\u00fd, ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng v\u00e0 v\u0103n h\u00f3a<\/strong><\/p>\n<p>Trong qu\u00e1 tr\u00ecnh qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u00eau, c\u00e1c nh\u00e0 qu\u1ea3n tr\u1ecb, ti\u1ebfp th\u1ecb c\u1ea7n t\u00ednh \u0111\u1ebfn c\u00e1c y\u1ebfu t\u1ed1 qu\u1ed1c t\u1ebf, c\u00e1c lo\u1ea1i ng\u01b0\u1eddi ti\u00eau d\u00f9ng kh\u00e1c nhau v\u00e0 c\u1ea7n x\u00e2y d\u1ef1ng s\u1ef1 c\u00f4ng b\u1eb1ng b\u1eb1ng nghi\u00ean c\u1ee9u c\u1ee5 th\u1ec3.<\/p>\n<p>T\u00ecm hi\u1ec3u r\u00f5 \u0111\u1eb7c \u0111i\u1ec3m, h\u00e0nh vi c\u1ee7a c\u00e1c khu v\u1ef1c \u0111\u1ecba l\u00fd ho\u1eb7c ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng m\u1edbi khi m\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u ra n\u01b0\u1edbc ngo\u00e0i ho\u1eb7c v\u00e0o c\u00e1c ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng m\u1edbi.<\/p>\n<p class=\"has-text-align-center\"><strong>\u0110\u0103ng k\u00fd \u0111\u1ec3 nh\u1eadn nh\u1eefng n\u1ed9i dung hay nh\u1ea5t, m\u1edbi nh\u1ea5t v\u1ec1 x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u v\u00e0 ph\u00e1t tri\u1ec3n doanh nghi\u1ec7p t\u1eeb Sao Kim Branding<\/strong><\/p>\n<div class=\"tnp tnp-subscription\">\n<form action=\"https:\/\/www.saokim.com.vn\/?na=s\" method=\"post\">\n<div class=\"tnp-field tnp-field-firstname\"><label for=\"tnp-1\">T\u00ean<\/label><\/div>\n<div class=\"tnp-field tnp-field-email\"><label for=\"tnp-2\">Email<\/label><\/div>\n<div class=\"tnp-field tnp-field-button\"><\/div>\n<\/form>\n<\/div>\n<h2 id=\"ftoc-heading-14\" class=\"has-black-color has-text-color ftwp-heading\">4. 10 C\u00e1ch qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u hi\u1ec7u qu\u1ea3<\/h2>\n<p>Qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u nh\u1ea5t qu\u00e1n v\u00e0 hi\u1ec7u qu\u1ea3 tr\u00ean quy m\u00f4 l\u1edbn c\u00f3 th\u1ec3 r\u1ea5t kh\u00f3 kh\u0103n, nh\u01b0ng v\u1edbi c\u00e1ch qu\u1ea3n tr\u1ecb ph\u00f9 h\u1ee3p, th\u01b0\u01a1ng hi\u1ec7u kh\u00f4ng ch\u1ec9 c\u00f3 th\u1ec3 duy tr\u00ec m\u00e0 c\u00f2n c\u1ea3i thi\u1ec7n v\u00e0 ph\u00e1t tri\u1ec3n \u0111\u1ec3 mang l\u1ea1i tr\u1ea3i nghi\u1ec7m t\u1ed1i \u01b0u cho kh\u00e1ch h\u00e0ng.<\/p>\n<h3 id=\"ftoc-heading-15\" class=\"has-black-color has-text-color ftwp-heading\">4.1. Thi\u1ebft l\u1eadp nguy\u00ean t\u1eafc<\/h3>\n<p>Ph\u00e1c th\u1ea3o c\u00e1c nguy\u00ean t\u1eafc v\u1ec1 c\u00e1ch th\u01b0\u01a1ng hi\u1ec7u n\u00ean \u0111\u01b0\u1ee3c th\u1ec3 hi\u1ec7n. Tr\u00ecnh b\u00e0y chi ti\u1ebft c\u00e1c quy t\u1eafc n\u1ed9i dung m\u00e0 th\u01b0\u01a1ng hi\u1ec7u ph\u1ea3i \u0111\u00e1p \u1ee9ng, t\u1eeb m\u00e0u s\u1eafc v\u00e0 ph\u00f4ng ch\u1eef ch\u00ednh x\u00e1c, logo, \u200b\u200b\u0111\u1ebfn b\u1ea3n quy\u1ec1n h\u00ecnh \u1ea3nh v\u00e0 c\u00e1c tr\u01b0\u1eddng h\u1ee3p s\u1eed d\u1ee5ng.<\/p>\n<p>Lu\u00f4n c\u1eadp nh\u1eadt v\u00e0 vi\u1ebft ra c\u00e1c nguy\u00ean t\u1eafc, l\u00e0m cho n\u00f3 d\u1ec5 d\u00e0ng truy c\u1eadp, tra c\u1ee9u v\u00e0 r\u00f5 r\u00e0ng cho t\u1ea5t c\u1ea3 m\u1ecdi ng\u01b0\u1eddi tham gia s\u1eed d\u1ee5ng t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n<h3 id=\"ftoc-heading-16\" class=\"has-black-color has-text-color ftwp-heading\">4.2. \u0110\u00e0o t\u1ea1o nh\u00e2n vi\u00ean<\/h3>\n<p>C\u00e1c nguy\u00ean t\u1eafc ho\u1ea1t \u0111\u1ed9ng t\u1ed1t nh\u1ea5t khi m\u1ecdi ng\u01b0\u1eddi hi\u1ec3u t\u1ea1i sao ch\u00fang \u0111\u01b0\u1ee3c \u00e1p d\u1ee5ng. \u0110\u1ea3m b\u1ea3o nh\u00e2n vi\u00ean hi\u1ec3u r\u00f5, ghi nh\u1edb c\u00e1c quy tr\u00ecnh, l\u00fd do v\u00e0 bi\u1ebft v\u1eadn d\u1ee5ng trong t\u1eebng t\u00ecnh hu\u1ed1ng c\u1ee5 th\u1ec3. C\u00e1c h\u01b0\u1edbng d\u1eabn n\u00e0y ph\u1ea3i \u0111\u01b0\u1ee3c gi\u1ea3i th\u00edch c\u01a1 s\u1edf l\u00fd lu\u1eadn.<\/p>\n<p>Vi\u1ec7c hi\u1ec3u r\u00f5 c\u00e1c quy t\u1eafc gi\u00fap nh\u00e2n vi\u00ean \u0111\u01b0a ra quy\u1ebft \u0111\u1ecbnh nhanh ch\u00f3ng v\u00e0 tr\u00e1nh \u0111\u01b0\u1ee3c nh\u1eefng l\u1ef1a ch\u1ecdn k\u00e9m c\u1ecfi trong t\u01b0\u01a1ng lai.<\/p>\n<h3 id=\"ftoc-heading-17\" class=\"has-black-color has-text-color ftwp-heading\">4.3. H\u01b0\u1edbng d\u1eabn b\u00ean th\u1ee9 ba<\/h3>\n<p>\u0110\u01b0\u1eddng d\u00e2y li\u00ean l\u1ea1c gi\u1eefa nh\u00e0 cung c\u1ea5p v\u00e0 nh\u00e0 t\u01b0 v\u1ea5n kh\u00f4ng ph\u1ea3i l\u00fac n\u00e0o c\u0169ng tr\u1ef1c ti\u1ebfp nh\u01b0 trong c\u00f4ng ty. Ch\u00ednh v\u00ec th\u1ebf, b\u1ea1n c\u1ea7n h\u01b0\u1edbng d\u1eabn c\u1ee5 th\u1ec3 cho b\u00ean th\u1ee9 ba, cung c\u1ea5p kh\u1ea3 n\u0103ng truy c\u1eadp d\u1ec5 d\u00e0ng v\u00e0o c\u00e1c t\u00e0i li\u1ec7u v\u1ec1 t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n<p>X\u00e2y d\u1ef1ng \u0111\u1ec3 k\u1ecbp th\u1eddi l\u00e0m m\u1edbi ho\u1eb7c c\u1eadp nh\u1eadt cho \u0111\u1ed1i t\u00e1c v\u1ec1 nh\u1eefng thay \u0111\u1ed5i \u0111\u1ec1u c\u00f3 th\u1ec3 l\u00e0 nh\u1eefng ph\u01b0\u01a1ng ph\u00e1p hay nh\u1ea5t vi\u1ec7c duy tr\u00ec t\u00ednh nh\u1ea5t qu\u00e1n th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n<p>N\u1ebfu th\u1ef1c t\u1ebf, h\u00e3y \u0111\u01b0a c\u00e1c b\u00ean th\u1ee9 ba v\u00e0o b\u1ea5t k\u1ef3 h\u1ec7 th\u1ed1ng qu\u1ea3n l\u00fd n\u1ed9i dung n\u00e0o.<\/p>\n<h3 id=\"ftoc-heading-18\" class=\"has-black-color has-text-color ftwp-heading\">4.4. X\u00e2y d\u1ef1ng quy tr\u00ecnh l\u00e0m vi\u1ec7c<\/h3>\n<p>Quy tr\u00ecnh l\u00e0m vi\u1ec7c v\u1edbi c\u00e1c \u0111i\u1ec3m h\u00e0nh \u0111\u1ed9ng r\u00f5 r\u00e0ng cho ph\u00e9p nh\u00e2n vi\u00ean \u0111\u01b0a ra l\u1ef1a ch\u1ecdn \u0111\u00fang \u0111\u1eafn trong vi\u1ec7c s\u1eed d\u1ee5ng t\u00e0i s\u1ea3n v\u00e0 gi\u00fap h\u1ecd hi\u1ec3u ph\u1ea1m vi nhi\u1ec7m v\u1ee5 c\u1ee7a m\u00ecnh. T\u00ednh minh b\u1ea1ch trong quy tr\u00ecnh l\u00e0m vi\u1ec7c cho ph\u00e9p c\u1ed9ng t\u00e1c t\u1ed1t h\u01a1n v\u00e0 \u00edt hi\u1ec3u l\u1ea7m ho\u1eb7c tr\u00f9ng l\u1eb7p n\u1ed7 l\u1ef1c h\u01a1n.<\/p>\n<p>Quy tr\u00ecnh l\u00e0m vi\u1ec7c c\u1ea7n \u0111\u01b0\u1ee3c gi\u1ea3i th\u00edch r\u00f5 r\u00e0ng, m\u00f4 h\u00ecnh h\u00f3a, d\u1ec5 tra c\u1ee9u v\u00e0 \u0111\u00e1p \u1ee9ng nhi\u1ec1u t\u00ecnh hu\u1ed1ng.<\/p>\n<h3 id=\"ftoc-heading-19\" class=\"has-black-color has-text-color ftwp-heading\">4.5. T\u1eadp trung h\u00f3a t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u<\/h3>\n<p>N\u1ebfu c\u00f3 th\u1ec3, h\u00e3y t\u1eadp trung h\u00f3a t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ec3 d\u1ec5 d\u00e0ng ti\u1ebfp c\u1eadn v\u00e0 minh b\u1ea1ch. V\u1edbi t\u1ea5t c\u1ea3 n\u1ed9i dung \u0111\u01b0\u1ee3c t\u1eadp h\u1ee3p 1 n\u01a1i, ng\u01b0\u1eddi tham gia s\u1ebd d\u1ec5 d\u00e0ng h\u01a1n xem n\u1ed9i dung n\u00e0o c\u1ea7n c\u1eadp nh\u1eadt, ch\u1ed7 c\u1ea7n l\u1ea5p \u0111\u1ea7y v\u00e0 t\u00e0i s\u1ea3n n\u00e0o thu\u1ed9c quy\u1ec1n s\u1eed d\u1ee5ng c\u1ee7a c\u00f4ng ty, m\u00e0 kh\u00f4ng l\u00e3ng ph\u00ed ti\u1ec1n v\u00e0o vi\u1ec7c sao ch\u00e9p n\u1ed9i dung ho\u1eb7c t\u1ea1o ra c\u00e1c v\u1ea5n \u0111\u1ec1 v\u1ec1 quy\u1ec1n.<\/p>\n<p>Gi\u1ed1ng nh\u01b0 c\u00f4ng ty v\u1ec1 c\u00f4ng ngh\u1ec7 th\u01b0\u1eddng t\u1ea1o ra ph\u1ea7n Docs \u0111\u1ec3 h\u01b0\u1edbng d\u1eabn m\u1ecdi ng\u01b0\u1eddi s\u1eed d\u1ee5ng.<\/p>\n<p>Qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u c\u1ea7n t\u1eadp trung h\u00f3a t\u00e0i s\u1ea3n th\u00e0nh m\u1ed9t th\u01b0 vi\u1ec7n, t\u1ed1t nh\u1ea5t l\u00e0 online (nh\u01b0 m\u1ed9t website) \u0111\u1ec3 truy c\u1eadp d\u1ec5 d\u00e0ng.<\/p>\n<p>D\u01b0\u1edbi \u0111\u00e2y l\u00e0 3 c\u00f4ng c\u1ee5 t\u1ed1t nh\u1ea5t c\u00f3 th\u1ec3 h\u1ed7 tr\u1ee3 mi\u1ec5n ph\u00ed:<\/p>\n<h3 id=\"ftoc-heading-20\" class=\"has-black-color has-text-color ftwp-heading\">4.6. T\u1ea1o \u0111i\u1ec1u ki\u1ec7n cho marketing theo khu v\u1ef1c<\/h3>\n<p>C\u00e1c t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u t\u1eadp trung, online gi\u00fap b\u1ea1n d\u1ec5 d\u00e0ng \u0111i\u1ec1u ch\u1ec9nh ho\u1ea1t \u0111\u1ed9ng ti\u1ebfp th\u1ecb theo c\u00e1ch ti\u1ebfp c\u1eadn kh\u00e1ch h\u00e0ng \u0111\u01b0\u1ee3c c\u00e1 nh\u00e2n h\u00f3a, t\u00f9y ch\u1ec9nh h\u01a1n. Vi\u1ec7c ch\u1ecdn n\u1ed9i dung ph\u00f9 h\u1ee3p nh\u1ea5t, t\u1ea1o m\u1ed9t phi\u00ean b\u1ea3n duy nh\u1ea5t, \u0111\u01b0\u1ee3c khu v\u1ef1c h\u00f3a v\u00e0 cung c\u1ea5p l\u1ea1i cho doanh nghi\u1ec7p s\u1ebd d\u1ec5 d\u00e0ng h\u01a1n.<\/p>\n<p>\u0110i\u1ec1u \u0111\u00f3 c\u0169ng c\u00f3 ngh\u0129a l\u00e0 c\u00e1c v\u0103n ph\u00f2ng ph\u1ee5 tr\u00e1ch t\u1eebng khu v\u1ef1c c\u0169ng c\u00f3 m\u1ed9t \u201cngu\u1ed3n ch\u00e2n l\u00fd duy nh\u1ea5t\u201d \u0111\u1ec3 ph\u00e1t tri\u1ec3n th\u01b0\u01a1ng hi\u1ec7u. Cho d\u00f9 c\u00f3 kho\u1ea3ng c\u00e1ch \u0111\u1ecba l\u00fd, s\u1ef1 g\u1eafn k\u1ebft th\u01b0\u01a1ng hi\u1ec7u v\u1eabn \u0111\u01b0\u1ee3c duy tr\u00ec.<\/p>\n<h3 id=\"ftoc-heading-21\" class=\"has-black-color has-text-color ftwp-heading\">4.7. Mang th\u01b0\u01a1ng hi\u1ec7u v\u00e0 Tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng \u0111\u1ebfn g\u1ea7n nhau h\u01a1n<\/h3>\n<p>Qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u th\u01b0\u1eddng l\u00e0 m\u1ed9t ch\u00ednh s\u00e1ch ch\u1ee7 \u0111\u1ed9ng \u0111\u01b0\u1ee3c t\u1ea1o ra v\u00e0 ph\u00e1t tri\u1ec3n t\u1eeb doanh nghi\u1ec7p, trong khi tr\u1ea3i nghi\u1ec7m c\u1ee7a kh\u00e1ch h\u00e0ng \u0111\u01b0\u1ee3c t\u1ea1o b\u1edfi c\u00e1c t\u01b0\u01a1ng t\u00e1c c\u1ee7a kh\u00e1ch h\u00e0ng.<\/p>\n<p>T\u1eadp trung qu\u1ea3n l\u00fd t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u c\u00f3 ngh\u0129a l\u00e0 nh\u1eefng ng\u01b0\u1eddi tham gia v\u00e0o tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng c\u00f3 th\u1ec3 ph\u1ea3n h\u1ed3i l\u1ea1i cho t\u1ed5 ch\u1ee9c, cho ph\u00e9p t\u1ed5 ch\u1ee9c ph\u1ea3n \u1ee9ng nhanh ch\u00f3ng v\u00e0 ph\u00e1t tri\u1ec3n th\u01b0\u01a1ng hi\u1ec7u tr\u00ean c\u01a1 s\u1edf hi\u1ec3u bi\u1ebft s\u00e2u s\u1eafc c\u00f3 gi\u00e1 tr\u1ecb n\u00e0y.<\/p>\n<h3 id=\"ftoc-heading-22\" class=\"has-black-color has-text-color ftwp-heading\">9. Quan t\u00e2m \u0111\u1ebfn t\u1ed1c \u0111\u1ed9 m\u1edf r\u1ed9ng<\/h3>\n<p>Vi\u1ec7c t\u1eadp trung h\u00f3a c\u00e1c t\u00e0i s\u1ea3n cho ph\u00e9p c\u00e1c t\u00e0i s\u1ea3n \u2018ch\u00ednh\u2019 duy nh\u1ea5t sau \u0111\u00f3 c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c \u0111i\u1ec1u ch\u1ec9nh \u0111\u1ec3 ph\u00f9 h\u1ee3p v\u1edbi nhu c\u1ea7u c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111ang thay \u0111\u1ed5i, ch\u1eb3ng h\u1ea1n nh\u01b0 n\u1ed9i \u0111\u1ecba h\u00f3a nhanh ch\u00f3ng cho c\u00e1c th\u1ecb tr\u01b0\u1eddng m\u1edbi.<\/p>\n<p>Nh\u01b0ng qu\u00e1 t\u1eadp trung, qu\u00e1 quy t\u1eafc c\u0169ng nh\u01b0 chi ti\u1ebft h\u00f3a qu\u00e1 m\u1ee9c c\u0169ng l\u00e0m t\u0103ng chi ph\u00ed v\u00e0 h\u1ea1n ch\u1ebf kh\u1ea3 n\u0103ng m\u1edf r\u1ed9ng.<\/p>\n<p>Do \u0111\u00f3, qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u y\u00eau c\u1ea7u thi\u1ebft l\u1eadp linh \u0111\u1ed9ng h\u01a1n, gi\u1ea3m thi\u1ec3u s\u1ef1 tr\u00f9ng l\u1eb7p v\u00e0 t\u0103ng t\u1ed1c quy tr\u00ecnh l\u00e0m vi\u1ec7c, t\u1eeb \u0111\u00f3 cho ph\u00e9p c\u00f4ng ty \u0111\u1ea7u t\u01b0 v\u00e0o vi\u1ec7c ph\u00e1t tri\u1ec3n kinh doanh \u1edf nh\u1eefng n\u01a1i kh\u00e1c.<\/p>\n<h3 id=\"ftoc-heading-23\" class=\"has-black-color has-text-color ftwp-heading\">10. C\u1ea3i thi\u1ec7n m\u1ee9c \u0111\u1ed9 li\u00ean quan<\/h3>\n<p>Th\u1ecb tr\u01b0\u1eddng \u2013 v\u00e0 ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u2013 thay \u0111\u1ed5i nhanh ch\u00f3ng. C\u00e1c c\u00f4ng ty ph\u1ea3i b\u1eaft k\u1ecbp xu h\u01b0\u1edbng v\u00e0 th\u1ecb hi\u1ebfu thay \u0111\u1ed5i. V\u1edbi m\u1ed9t ngu\u1ed3n t\u00e0i s\u1ea3n duy nh\u1ea5t, vi\u1ec7c x\u00e1c \u0111\u1ecbnh khu v\u1ef1c n\u00e0o c\u1ea7n \u0111\u01b0\u1ee3c xem x\u00e9t v\u00e0 t\u00e0i s\u1ea3n n\u00e0o c\u1ea7n \u0111\u01b0\u1ee3c c\u1eadp nh\u1eadt \u0111\u1ec3 \u0111\u00e1p \u1ee9ng nh\u1eefng nhu c\u1ea7u thay \u0111\u1ed5i n\u00e0y tr\u1edf n\u00ean d\u1ec5 d\u00e0ng v\u00e0 nhanh ch\u00f3ng h\u01a1n, cho ph\u00e9p c\u00f4ng ty duy tr\u00ec ho\u1ea1t \u0111\u1ed9ng ph\u00f9 h\u1ee3p m\u1ed9t c\u00e1ch hi\u1ec7u qu\u1ea3, \u0111\u1ed1i m\u1eb7t v\u1edbi c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh ch\u1eadm h\u01a1n.<\/p>\n<p>Nh\u01b0ng c\u0169ng c\u1ea7n l\u01b0u \u00fd, thay \u0111\u1ed5i, c\u1eadp nh\u1eadt th\u01b0\u01a1ng hi\u1ec7u m\u1ea1i l\u1ea1i nh\u1eefng r\u1ee7i ro kh\u00f4ng nh\u1ecf.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>1. Qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u l\u00e0 g\u00ec? Qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u\u00a0l\u00e0 to\u00e0n b\u1ed9 qu\u00e1 tr\u00ecnh \u0111\u01b0a ra quy\u1ebft \u0111\u1ecbnh\u00a0ch\u00ednh s\u00e1ch,\u00a0chi\u1ebfn l\u01b0\u1ee3c,\u00a0m\u1ee5c ti\u00eau\u00a0v\u00e0\u00a0nguy\u00ean t\u1eafc\u00a0trong x\u00e2y d\u1ef1ng v\u00e0 ph\u00e1t tri\u1ec3n th\u01b0\u01a1ng hi\u1ec7u. Qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u tham gia v\u00e0o to\u00e0n b\u1ed9 qu\u00e1 tr\u00ecnh x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u t\u1eeb vi\u1ec7c nghi\u00ean c\u1ee9u, t\u1ea1o l\u1eadp th\u01b0\u01a1ng hi\u1ec7u, thi\u1ebft k\u1ebf [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[238,218],"tags":[],"_links":{"self":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/5764"}],"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=5764"}],"version-history":[{"count":0,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/5764\/revisions"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=5764"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=5764"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=5764"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}