{"id":7553,"date":"2023-11-29T06:50:36","date_gmt":"2023-11-29T06:50:36","guid":{"rendered":"https:\/\/masterskills.org\/blog\/?p=7553"},"modified":"2023-12-21T14:06:13","modified_gmt":"2023-12-21T07:06:13","slug":"brand-management-la-gi-quy-trinh-quan-tri-thuong-hieu-vi-du","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/brand-management-la-gi-quy-trinh-quan-tri-thuong-hieu-vi-du.html","title":{"rendered":"Brand Management L\u00e0 G\u00ec? Quy Tr\u00ecnh Qu\u1ea3n Tr\u1ecb Th\u01b0\u01a1ng Hi\u1ec7u & V\u00ed D\u1ee5"},"content":{"rendered":"

1. Qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u (brand management) l\u00e0 g\u00ec?<\/b><\/span><\/h2>\n

Qu\u1ea3n tr\u1ecb \u0111\u01b0\u1ee3c hi\u1ec3u l\u00e0 m\u1ed9t ti\u1ebfn tr\u00ecnh ho\u1ea1ch \u0111\u1ecbnh, t\u1ed5 ch\u1ee9c, l\u00e3nh \u0111\u1ea1o v\u00e0 ki\u1ec3m so\u00e1t nh\u1eefng ho\u1ea1t \u0111\u1ed9ng b\u00ean trong v\u00e0 b\u00ean ngo\u00e0i t\u1ed5 ch\u1ee9c nh\u1eb1m \u0111\u1ea1t \u0111\u01b0\u1ee3c m\u1ee5c ti\u00eau \u0111\u00e3 \u0111\u1ec1 ra.<\/p>\n

Th\u01b0\u01a1ng hi\u1ec7u\u00a0l\u00e0 ph\u1ea7n h\u1ed3n c\u1ee7a doanh nghi\u1ec7p, g\u1ed3m nh\u1eefng y\u1ebfu t\u1ed1 v\u00f4 h\u00ecnh \u0111\u01b0\u1ee3c th\u1ec3 hi\u1ec7n nh\u01b0 t\u00ednh c\u00e1ch, \u0111\u1eb7c t\u00ednh, h\u00e0nh vi m\u00e0 kh\u00e1ch h\u00e0ng c\u1ea3m nh\u1eadn \u0111\u01b0\u1ee3c, qua \u0111\u00f3 gi\u00fap h\u1ecd ph\u00e2n bi\u1ec7t \u0111\u01b0\u1ee3c b\u1ea1n so v\u1edbi nh\u1eefng \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh kh\u00e1c tr\u00ean th\u1ecb tr\u01b0\u1eddng.<\/p>\n

Nh\u01b0 v\u1eady, qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u (brand management) l\u00e0 vi\u1ec7c ho\u1ea1ch \u0111\u1ecbnh, t\u1ed5 ch\u1ee9c, l\u00e3nh \u0111\u1ea1o v\u00e0 ki\u1ec3m so\u00e1t c\u00e1c ngu\u1ed3n l\u1ef1c b\u00ean trong v\u00e0 b\u00ean ngo\u00e0i c\u1ee7a doanh nghi\u1ec7p th\u00f4ng qua s\u1eed d\u1ee5ng c\u00e1c k\u1ef9 thu\u1eadt marketing l\u00e0 ch\u1ee7 y\u1ebfu, k\u1ebft h\u1ee3p v\u1edbi c\u00e1c ho\u1ea1t \u0111\u1ed9ng kh\u00e1c l\u00e0 thi\u1ebft k\u1ebf s\u00e1ng t\u1ea1o, \u0111\u1ecbnh gi\u00e1 s\u1ea3n ph\u1ea9m, nh\u00e2n s\u1ef1,\u2026 T\u1ea5t c\u1ea3 nh\u1eb1m m\u1ed9t m\u1ee5c ti\u00eau l\u00e0 duy tr\u00ec v\u00e0 ph\u00e1t tri\u1ec3n th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a doanh nghi\u1ec7p. \u0110i\u1ec1u n\u00e0y kh\u00f4ng ph\u1ea3i m\u1ed9t s\u1edbm m\u1ed9t chi\u1ec1u c\u00f3 th\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c k\u1ebft qu\u1ea3 t\u1ed1t m\u00e0 \u0111\u00f2i h\u1ecfi m\u1ed9t qu\u00e1 tr\u00ecnh d\u00e0i n\u1ed7 l\u1ef1c li\u00ean t\u1ee5c c\u1ee7a doanh nghi\u1ec7p.<\/strong><\/p>\n

C\u00f3 m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c qu\u1ea3n l\u00fd th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh m\u1ebd s\u1ebd gi\u00fap x\u00e2y d\u1ef1ng v\u00e0 c\u1ee7ng c\u1ed1 m\u1ed1i quan h\u1ec7 gi\u1eefa doanh nghi\u1ec7p v\u1edbi ng\u01b0\u1eddi ti\u00eau d\u00f9ng. Ng\u01b0\u1ee3c l\u1ea1i vi\u1ec7c marketing qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u kh\u00f4ng t\u1ed1t s\u1ebd c\u00f3 th\u1ec3 khi\u1ebfn doanh nghi\u1ec7p t\u1ee5t d\u1ed1c, kh\u00f4ng c\u00f3 \u0111\u01b0\u1ee3c v\u1ecb th\u1ebf t\u1ed1t tr\u00ean th\u1ecb tr\u01b0\u1eddng c\u1ea1nh tranh kh\u1ed1c li\u1ec7t nh\u01b0 hi\u1ec7n nay.<\/p>\n

2. T\u1ea1i sao ph\u1ea3i qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u th\u1eadt t\u1ed1t?<\/b><\/span><\/h2>\n

Vi\u1ec7c qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u \u0111\u00fang \u0111\u1eafn gi\u00fap mang l\u1ea1i cho doanh nghi\u1ec7p r\u1ea5t nhi\u1ec1u nh\u1eefng l\u1ee3i th\u1ebf tr\u00ean th\u1ecb tr\u01b0\u1eddng c\u1ea1nh tranh. D\u01b0\u1edbi \u0111\u00e2y l\u00e0 4 l\u00fd do \u0111\u1ec3 gi\u1ea3i \u0111\u00e1p cho c\u00e2u h\u1ecfi t\u1ea1i sao c\u1ea7n ph\u1ea3i qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u th\u1eadt t\u1ed1t.<\/p>\n

2.1. Th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n c\u1ea7n ph\u1ea3i \u0111\u01b0\u1ee3c duy tr\u00ec<\/b><\/span><\/h3>\n

Vi\u1ec7c qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u di\u1ec5n ra g\u1ed3m hai c\u00f4ng \u0111o\u1ea1n ch\u00ednh l\u00e0 t\u1ea1o d\u1ef1ng n\u00ean th\u01b0\u01a1ng hi\u1ec7u v\u00e0 duy tr\u00ec th\u01b0\u01a1ng hi\u1ec7u \u0111\u00f3. N\u1ebfu ch\u1ec9 thi\u1ebft l\u1eadp n\u00ean m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u v\u00e0 kh\u00f4ng duy tr\u00ec, ph\u00e1t\u00a0 tri\u1ec3n n\u00f3 th\u00ec \u0111i\u1ec1u b\u1ea1n l\u00e0m xem nh\u01b0 v\u00f4 ngh\u0129a.<\/p>\n

Nh\u1eadn th\u1ee9c c\u1ee7a con ng\u01b0\u1eddi lu\u00f4n kh\u00f4ng ng\u1eebng thay \u0111\u1ed5i v\u00ec th\u1ebf n\u1ebfu doanh nghi\u1ec7p kh\u00f4ng c\u00f3 nh\u1eefng chi\u1ebfn l\u01b0\u1ee3c qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u t\u1ed1t \u0111\u1ec3 duy tr\u00ec v\u00e0 ph\u00e1t tri\u1ec3n th\u00ec s\u1ebd d\u1ec5 b\u1ecb c\u00e1c \u0111\u1ed1i th\u1ee7 kh\u00e1c c\u01b0\u1edbp m\u1ea5t v\u1ecb th\u1ebf tr\u00ean th\u1ecb tr\u01b0\u1eddng.<\/p>\n

2.2. Gi\u00fap t\u0103ng s\u1ef1 nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u trong l\u00f2ng kh\u00e1ch h\u00e0ng<\/b><\/span><\/h3>\n

M\u1ed9t s\u1ea3n ph\u1ea9m d\u00f9 c\u00f3 t\u1ed1t \u0111\u1ebfn m\u1ea5y nh\u01b0ng n\u1ebfu kh\u00e1ch h\u00e0ng kh\u00f4ng bi\u1ebft \u0111\u1ebfn b\u1ea1n l\u00e0 ai ho\u1eb7c th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n kh\u00f4ng n\u1eb1m trong \u201cTop of mind\u201d c\u1ee7a h\u1ecd th\u00ec b\u1ea1n c\u0169ng s\u1ebd kh\u00f4ng th\u1ec3 th\u00e0nh c\u00f4ng \u0111\u01b0\u1ee3c. V\u00ec v\u1eady vi\u1ec7c marketing qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u t\u1ed1t s\u1ebd gi\u00fap th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n \u0111\u01b0\u1ee3c kh\u00e1ch h\u00e0ng bi\u1ebft \u0111\u1ebfn nhi\u1ec1u h\u01a1n, n\u00e2ng cao kh\u1ea3 n\u0103ng c\u1ea1nh tranh v\u1edbi c\u00e1c \u0111\u1ed1i th\u1ee7 c\u00f3 v\u1ecb th\u1ebf tr\u00ean th\u1ecb tr\u01b0\u1eddng.<\/p>\n

2.3. Gi\u00fap gi\u1eef ch\u00e2n kh\u00e1ch h\u00e0ng\u00a0<\/b><\/span><\/h3>\n

Nh\u1eadn th\u1ee9c v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u th\u00f4i l\u00e0 ch\u01b0a \u0111\u1ee7, t\u1ea1o \u0111\u01b0\u1ee3c l\u00f2ng trung th\u00e0nh c\u1ee7a kh\u00e1ch h\u00e0ng \u0111\u1ed1i v\u1edbi th\u01b0\u01a1ng hi\u1ec7u m\u1edbi l\u00e0 ch\u00eca kh\u00f3a gi\u00fap doanh nghi\u1ec7p t\u0103ng tr\u01b0\u1edfng doanh thu. Kh\u00e1ch h\u00e0ng ch\u1ec9 trung th\u00e0nh v\u1edbi th\u01b0\u01a1ng hi\u1ec7u khi n\u00f3 \u0111\u00e1p \u1ee9ng \u0111\u01b0\u1ee3c t\u1ea5t c\u1ea3 nh\u1eefng y\u1ebfu t\u1ed1 m\u00e0 ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u1ea7n v\u1ec1 ch\u1ea5t l\u01b0\u1ee3ng s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 ch\u0103m s\u00f3c, ni\u1ec1m tin \u0111\u1ed1i v\u1edbi th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n

Th\u00eam v\u00e0o \u0111\u00f3, m\u1ed9t kh\u00e1ch h\u00e0ng khi \u0111\u00e3 trung th\u00e0nh v\u1edbi th\u01b0\u01a1ng hi\u1ec7u s\u1ebd c\u00f2n t\u1ef1 \u0111\u1ed9ng qu\u1ea3ng b\u00e1 th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ebfn v\u1edbi nh\u1eefng ng\u01b0\u1eddi xung quanh, t\u1eeb \u0111\u00f3 gi\u00fap doanh nghi\u1ec7p c\u00f3 \u0111\u01b0\u1ee3c v\u1ecb th\u1ebf t\u1ed1t tr\u00ean th\u1ecb tr\u01b0\u1eddng. \u0110\u1ec3 l\u00e0m \u0111\u01b0\u1ee3c \u0111i\u1ec1u n\u00e0y th\u00ec vi\u1ec7c qu\u1ea3n l\u00fd th\u01b0\u01a1ng hi\u1ec7u t\u1ed1t \u0111\u00f3ng m\u1ed9t vai tr\u00f2 v\u00f4 c\u00f9ng quan tr\u1ecdng.<\/p>\n

2.4. T\u1ea1o s\u1ef1 nh\u1ea5t qu\u00e1n xuy\u00ean su\u1ed1t<\/b><\/span><\/h3>\n

Vi\u1ec7c qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u m\u1ed9t c\u00e1ch hi\u1ec7u qu\u1ea3 s\u1ebd gi\u00fap ph\u1ea3n \u00e1nh r\u00f5 r\u00e0ng v\u0103n h\u00f3a, gi\u00e1 tr\u1ecb doanh nghi\u1ec7p th\u00f4ng qua c\u00e1c ph\u01b0\u01a1ng ti\u1ec7n truy\u1ec1n th\u00f4ng. M\u1ed9t khi t\u1ea5t c\u1ea3 \u0111\u1ec1u \u0111\u01b0\u1ee3c \u0111\u1ed3ng nh\u1ea5t v\u1edbi nhau th\u00ec ng\u01b0\u1eddi ti\u00eau d\u00f9ng m\u1edbi c\u00f3 th\u1ec3 \u0111\u00f3n nh\u1eadn th\u00f4ng \u0111i\u1ec7p m\u1ed9t c\u00e1ch d\u1ec5 d\u00e0ng nh\u1ea5t v\u00e0 c\u00f3 th\u1ec3 ghi nh\u1edb l\u00e2u h\u01a1n gi\u1eefa v\u00f4 v\u00e0n \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh tr\u00ean th\u1ecb tr\u01b0\u1eddng.<\/p>\n

C\u00e1c doanh nghi\u1ec7p c\u00e0ng l\u1edbn v\u00e0 ph\u1ee9c t\u1ea1p th\u00ec s\u1ebd c\u00f3 nhi\u1ec1u v\u1ea5n \u0111\u1ec1 c\u1ea7n quan t\u00e2m v\u00ec th\u1ebf vi\u1ec7c marketing qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u t\u1ed1t \u0111\u00f3ng vai tr\u00f2 r\u1ea5t quan tr\u1ecdng \u0111\u1ec3 \u0111\u1ea3m b\u1ea3o t\u00ednh nh\u1ea5t qu\u00e1n xuy\u00ean su\u1ed1t trong c\u00e1c th\u00f4ng \u0111i\u1ec7p truy\u1ec1n th\u00f4ng v\u00e0 t\u1ea1o s\u1ef1 tin c\u1eady cho kh\u00e1ch h\u00e0ng.<\/p>\n

3. Quy tr\u00ecnh qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u\u00a0<\/b><\/span><\/h2>\n

M\u1ed9t quy tr\u00ecnh qu\u1ea3n tr\u1ecb th\u01b0\u1eddng s\u1ebd bao g\u1ed3m r\u1ea5t nhi\u1ec1u ho\u1ea1t \u0111\u1ed9ng c\u1ee5 th\u1ec3 t\u1eeb ho\u1ea1ch \u0111\u1ecbnh, tri\u1ec3n khai \u0111\u1ebfn gi\u00e1m s\u00e1t v\u00e0 \u0111i\u1ec1u ch\u1ec9nh \u0111\u1ec3 ph\u00f9 h\u1ee3p v\u1edbi nh\u1eefng bi\u1ebfn \u0111\u1ed9ng c\u1ee7a m\u00f4i tr\u01b0\u1eddng. Tuy nhi\u00ean, m\u1ed7i doanh nghi\u1ec7p kh\u00e1c nhau c\u0169ng s\u1ebd ch\u1ecbu t\u00e1c \u0111\u1ed9ng b\u1edfi c\u00e1c y\u1ebfu t\u1ed1 kh\u00e1c nhau n\u00ean c\u0169ng s\u1ebd c\u00f3 s\u1ef1 kh\u00e1c bi\u1ec7t trong c\u00e1c n\u1ed9i dung t\u1eebng b\u01b0\u1edbc c\u1ee7a quy tr\u00ecnh theo s\u1ef1 \u0111i\u1ec1u ch\u1ec9nh c\u1ee7a t\u1ed5 ch\u1ee9c.<\/p>\n

D\u01b0\u1edbi \u0111\u00e2y l\u00e0 quy tr\u00ecnh 3 b\u01b0\u1edbc qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u (brand management) hi\u1ec7u qu\u1ea3:<\/p>\n

B\u01b0\u1edbc 1: X\u00e2y d\u1ef1ng c\u00e1c m\u1ee5c ti\u00eau qu\u1ea3n tr\u1ecb v\u00e0 chi\u1ebfn l\u01b0\u1ee3c cho th\u01b0\u01a1ng hi\u1ec7u<\/b><\/span><\/h3>\n

X\u00e1c \u0111\u1ecbnh v\u00e0 thi\u1ebft l\u1eadp c\u00e1c m\u1ee5c ti\u00eau qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u<\/b><\/h4>\n

\u1ede c\u1ea5p \u0111\u1ed9 th\u1ea5p, m\u1ee5c ti\u00eau qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u (brand management) l\u00e0 t\u1eadp trung v\u00e0o qu\u1ea3n tr\u1ecb h\u1ec7 th\u1ed1ng c\u00e1c d\u1ea5u hi\u1ec7u nh\u1eb1m t\u1ea1o ra kh\u1ea3 n\u0103ng nh\u1eadn bi\u1ebft v\u00e0 ph\u00e2n bi\u1ec7t th\u01b0\u01a1ng hi\u1ec7u. Chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u l\u00fac n\u00e0y s\u1ebd h\u01b0\u1edbng \u0111\u1ebfn l\u00e0 x\u00e2y d\u1ef1ng b\u1ed9 nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u ho\u00e0n ch\u1ec9nh v\u00e0 gia t\u0103ng nh\u1eadn th\u1ee9c c\u1ee7a kh\u00e1ch h\u00e0ng v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n

\u1ede c\u1ea5p \u0111\u1ed9 cao h\u01a1n, c\u00f3 2 m\u1ee5c ti\u00eau marketing qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u m\u00e0 doanh nghi\u1ec7p c\u1ea7n l\u00e0m r\u00f5 \u0111\u00f3 l\u00e0:<\/p>\n

    \n
  • H\u01b0\u1edbng \u0111\u1ebfn vi\u1ec7c t\u1ea1o d\u1ef1ng \u0111\u01b0\u1ee3c phong c\u00e1ch, b\u1ea3n s\u1eafc ri\u00eang c\u1ee7a doanh nghi\u1ec7p gi\u00fap gia t\u0103ng h\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u. Trong \u0111\u00f3 bao g\u1ed3m nh\u1eefng v\u1ea5n \u0111\u1ec1 nh\u01b0 ph\u00e1t tri\u1ec3n ch\u1ea5t l\u01b0\u1ee3ng s\u1ea3n ph\u1ea9m theo \u0111\u1ecbnh h\u01b0\u1edbng c\u1ee7a kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau, gia t\u0103ng gi\u00e1 tr\u1ecb c\u1ea3m nh\u1eadn c\u1ee7a h\u1ecd, k\u1ebft n\u1ed1i gi\u1eefa ho\u1ea1t \u0111\u1ed9ng truy\u1ec1n th\u00f4ng th\u01b0\u01a1ng hi\u1ec7u v\u1edbi khai th\u00e1c v\u0103n h\u00f3a doanh nghi\u1ec7p, tr\u00e1ch nhi\u1ec7m x\u00e3 h\u1ed9i nh\u1eb1m t\u1ea1o ra s\u1ef1 ri\u00eang bi\u1ec7t c\u1ee7a s\u1ea3n ph\u1ea9m, t\u1ed1i \u0111a h\u00f3a l\u1ee3i \u00edch cho kh\u00e1ch h\u00e0ng.<\/li>\n
  • M\u1ee5c ti\u00eau qu\u1ea3n tr\u1ecb t\u00e0i s\u1ea3n doanh nghi\u1ec7p s\u1ebd n\u1eb7ng n\u1ec1 h\u01a1n. Theo \u0111\u00f3 ch\u00fa tr\u1ecdng nhi\u1ec1u v\u00e0o ph\u00e1t tri\u1ec3n c\u00e1c\u00a0gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u\u00a0theo h\u01b0\u1edbng ti\u1ebfp c\u1eadn t\u00e0i ch\u00ednh v\u00e0 kh\u00e1ch h\u00e0ng. C\u00e1c v\u1ea5n \u0111\u1ec1 c\u1ea7n \u0111\u01b0\u1ee3c quan t\u00e2m l\u00e0 ph\u00e1t tri\u1ec3n li\u00ean k\u1ebft v\u00e0 l\u00f2ng trung th\u00e0nh v\u1edbi th\u01b0\u01a1ng hi\u1ec7u, khai th\u00e1c m\u1ea1nh c\u00e1c gi\u00e1 tr\u1ecb v\u0103n h\u00f3a \u0111\u1ec3 t\u1ea1o d\u1ef1ng b\u1ea3n s\u1eafc th\u01b0\u01a1ng hi\u1ec7u, n\u00e2ng cao gi\u00e1 tr\u1ecb t\u00e0i ch\u00ednh c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u th\u00f4ng qua c\u00e1c ho\u1ea1t \u0111\u1ed9ng nh\u01b0\u1ee3ng quy\u1ec1n, h\u1ee3p t\u00e1c th\u01b0\u01a1ng hi\u1ec7u.<\/li>\n<\/ul>\n

    Ho\u1ea1ch \u0111\u1ecbnh chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u<\/b><\/h4>\n

    Bao g\u1ed3m c\u00e1c ph\u1ea7n:<\/p>\n

    T\u00ecm hi\u1ec3u v\u1ec1 b\u1ed1i c\u1ea3nh m\u00f4i tr\u01b0\u1eddng kinh doanh:\u00a0<\/b>S\u1eed d\u1ee5ng c\u00e1c m\u00f4 h\u00ecnh nh\u01b0\u00a0SWOT, PEST,\u2026 \u0111\u1ec3 ph\u00e2n t\u00edch \u0111i\u1ec3m m\u1ea1nh, y\u1ebfu, l\u1ee3i th\u1ebf, th\u00e1ch th\u1ee9c c\u1ee7a doanh nghi\u1ec7p, qua \u0111\u00f3 d\u1ef1 \u0111o\u00e1n xu h\u01b0\u1edbng th\u1ecb tr\u01b0\u1eddng v\u00e0 s\u1ef1 bi\u1ebfn \u0111\u1ed9ng trong nhu c\u1ea7u c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng.<\/p>\n

    X\u00e1c \u0111\u1ecbnh m\u1ee5c ti\u00eau chi\u1ebfn l\u01b0\u1ee3c:<\/b>\u00a0\u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u, n\u00e2ng cao gi\u00e1 tr\u1ecb c\u1ea3m nh\u1eadn v\u00e0 nh\u1eadn th\u1ee9c c\u1ee7a kh\u00e1ch h\u00e0ng v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u, ho\u00e0n thi\u1ec7n h\u1ec7 th\u1ed1ng nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u, ph\u00e1t tri\u1ec3n th\u01b0\u01a1ng hi\u1ec7u ph\u1ee5 m\u1edbi,\u00a0x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u s\u1ed1,\u2026<\/p>\n

    \u0110\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u\u00a0<\/b>d\u1ef1a tr\u00ean nh\u1eefng y\u1ebfu t\u1ed1 sau:<\/p>\n

      \n
    • C\u0103n c\u1ee9 v\u00e0o nh\u1eefng \u0111\u1eb7c t\u00ednh n\u1ed5i tr\u1ed9i c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u.<\/li>\n
    • C\u0103n c\u1ee9 v\u00e0o s\u1ef1 kh\u00e1c bi\u1ec7t v\u1edbi \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh.<\/li>\n
    • C\u0103n c\u1ee9 v\u00e0o nhu c\u1ea7u c\u1ee7a kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau.<\/li>\n
    • C\u00f3 t\u00ednh kh\u1ea3 thi.<\/li>\n<\/ul>\n

      Tri\u1ec3n khai \u00fd t\u01b0\u1edfng<\/b>\u00a0th\u00f4ng qua vi\u1ec7c: th\u1ef1c hi\u1ec7n t\u1ed1t cam k\u1ebft c\u1ee7a t\u1ed5 ch\u1ee9c v\u1ec1 s\u1ea3n ph\u1ea9m, x\u00e1c l\u1eadp\u00a0b\u1ed9 nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u\u00a0ph\u00f9 h\u1ee3p \u0111\u1ec3 truy\u1ec1n t\u1ea3i t\u1ed1t nh\u1ea5t gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u, th\u1ef1c hi\u1ec7n c\u00e1c ho\u1ea1t \u0111\u1ed9ng truy\u1ec1n th\u00f4ng th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ec3 c\u00f4ng ch\u00fang v\u00e0 kh\u00e1ch h\u00e0ng c\u1ee7a doanh nghi\u1ec7p c\u00f3 th\u1ec3 c\u1ea3m nh\u1eadn \u0111\u01b0\u1ee3c \u00fd t\u01b0\u1edfng \u0111\u1ecbnh v\u1ecb c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u m\u1ed9t c\u00e1ch t\u1ed1t nh\u1ea5t.<\/p>\n

      \u0110\u01b0a ra c\u00e1c gi\u1ea3i ph\u00e1p, ngu\u1ed3n l\u1ef1c \u0111\u1ec3 th\u1ef1c hi\u1ec7n c\u00e1c m\u1ee5c ti\u00eau chi\u1ebfn l\u01b0\u1ee3c:<\/b>\u00a0c\u00e1c n\u1ed9i dung c\u1ee5 th\u1ec3 th\u01b0\u1eddng \u0111\u01b0\u1ee3c \u0111\u1ec1 c\u1eadp \u0111\u00f3 l\u00e0: x\u00e2y d\u1ef1ng k\u1ebf ho\u1ea1ch truy\u1ec1n th\u00f4ng th\u01b0\u01a1ng hi\u1ec7u theo t\u1eebng giai \u0111o\u1ea1n kh\u00e1c nhau, ho\u00e0n thi\u1ec7n v\u00e0 tri\u1ec3n khai c\u00e1c \u1ea5n ph\u1ea9m, kh\u1ea3o s\u00e1t kh\u00e1ch h\u00e0ng v\u1ec1 li\u00ean t\u01b0\u1edfng \u0111\u1ed1i v\u1edbi th\u01b0\u01a1ng hi\u1ec7u,\u2026<\/p>\n

      D\u1ef1 b\u00e1o r\u1ee7i ro v\u00e0 k\u1ebf ho\u1ea1ch ng\u0103n ng\u1eeba:<\/b>\u00a0m\u1ed9t s\u1ed1 v\u1ea5n \u0111\u1ec1 r\u1ee7i ro c\u00f3 th\u1ec3 x\u1ea3y ra \u0111\u00f3 l\u00e0 nh\u1eefng ph\u1ea3n \u1ee9ng tr\u00e1i chi\u1ec1u c\u1ee7a kh\u00e1ch h\u00e0ng, r\u1ee7i ro \u0111\u1ebfn t\u1eeb \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh, s\u1ef1 xu\u1ea5t hi\u1ec7n c\u1ee7a c\u00e1c th\u01b0\u01a1ng hi\u1ec7u m\u1edbi,\u2026<\/p>\n

      B\u01b0\u1edbc 2: Tri\u1ec3n khai c\u00e1c d\u1ef1 \u00e1n th\u01b0\u01a1ng hi\u1ec7u<\/b><\/span><\/h3>\n

      Trong khi th\u1ef1c thi chi\u1ebfn l\u01b0\u1ee3c qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u, ng\u01b0\u1eddi ta th\u01b0\u1eddng chia c\u00e1c n\u1ed9i dung c\u1ea7n tri\u1ec3n khai th\u00e0nh c\u00e1c d\u1ef1 \u00e1n nh\u1ecf \u0111\u1ec3 d\u1ec5 d\u00e0ng qu\u1ea3n l\u00fd. M\u1ed7i d\u1ef1 \u00e1n c\u00f3 th\u1ec3 mang t\u00ednh \u0111\u1ed9c l\u1eadp ho\u1eb7c li\u00ean k\u1ebft v\u1edbi nhau:<\/p>\n

        \n
      • D\u1ef1 \u00e1n thi\u1ebft k\u1ebf v\u00e0 tri\u1ec3n khai h\u1ec7 th\u1ed1ng nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u nh\u01b0 slogan, logo, symbol, bi\u1ec3u m\u1eabu, name card, \u0111\u1ed3ng ph\u1ee5c,\u2026<\/li>\n
      • D\u1ef1 \u00e1n truy\u1ec1n th\u00f4ng ngo\u00e0i tr\u1eddi: l\u1ef1a ch\u1ecdn \u0111\u1ecba \u0111i\u1ec3m, li\u00ean h\u1ec7 \u0111\u00e0m ph\u00e1n, th\u1ef1c hi\u1ec7n setup c\u00e1c bi\u1ec3n qu\u1ea3ng c\u00e1o,\u2026<\/li>\n
      • D\u1ef1 \u00e1n t\u1ed5 ch\u1ee9c s\u1ef1 ki\u1ec7n gi\u1edbi thi\u1ec7u b\u1ed9 nh\u1eadn di\u1ec7n: x\u00e2y d\u1ef1ng k\u1ecbch b\u1ea3n s\u1ef1 ki\u1ec7n, thu\u00ea venue, danh s\u00e1ch kh\u00e1ch m\u1eddi,\u2026<\/li>\n
      • D\u1ef1 \u00e1n k\u00edch ho\u1ea1t th\u01b0\u01a1ng hi\u1ec7u: d\u00f9ng th\u1eed s\u1ea3n ph\u1ea9m, nghi\u00ean c\u1ee9u ph\u1ea3n h\u1ed3i c\u1ee7a kh\u00e1ch h\u00e0ng,\u2026<\/li>\n
      • D\u1ef1 \u00e1n ph\u00e1t tri\u1ec3n c\u00e1c \u0111i\u1ec3m ti\u1ebfp x\u00fac th\u01b0\u01a1ng hi\u1ec7u: \u0111\u1ed3ng b\u1ed9 c\u00e1c \u1ea5n ph\u1ea9m truy\u1ec1n th\u00f4ng, training nh\u00e2n vi\u00ean, b\u1ed1 tr\u00ed c\u00e1c \u0111i\u1ec3m giao d\u1ecbch, b\u00e1n h\u00e0ng,\u2026<\/li>\n<\/ul>\n

        Ngo\u00e0i ra c\u00f2n c\u00f3 c\u00e1c d\u1ef1 \u00e1n kh\u00e1ch \u0111\u01b0\u1ee3c tri\u1ec3n khai th\u00f4ng qua b\u00ean th\u1ee9 ba v\u00ed d\u1ee5 nh\u01b0 truy\u1ec1n th\u00f4ng th\u01b0\u01a1ng hi\u1ec7u qua TV, ph\u01b0\u01a1ng ti\u1ec7n c\u00f4ng c\u1ed9ng,\u2026<\/p>\n

        B\u01b0\u1edbc 3: Gi\u00e1m s\u00e1t c\u00e1c d\u1ef1 \u00e1n th\u01b0\u01a1ng hi\u1ec7u<\/b><\/span><\/h3>\n

        \u0110\u00e2y l\u00e0 m\u1ed9t b\u01b0\u1edbc quan tr\u1ecdng trong quy tr\u00ecnh qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ec3 h\u1ea1n ch\u1ebf c\u00e1c ph\u00e1t sinh v\u1ec1 th\u1eddi gian, chi ph\u00ed kh\u00f4ng \u0111\u00e1ng c\u00f3 v\u00e0 mang l\u1ea1i k\u1ebft qu\u1ea3 t\u1ed1t cho c\u00e1c d\u1ef1 \u00e1n \u0111\u01b0\u1ee3c tri\u1ec3n khai.<\/p>\n

        Trong qu\u00e1 tr\u00ecnh th\u1ef1c hi\u1ec7n c\u00e1c d\u1ef1 \u00e1n th\u01b0\u01a1ng hi\u1ec7u c\u0169ng kh\u00f4ng th\u1ec3 tr\u00e1nh kh\u1ecfi nh\u1eefng xung \u0111\u1ed9t gi\u1eefa c\u00e1c b\u1ed9 ph\u1eadn li\u00ean quan, xung \u0111\u1ed9t l\u1ee3i \u00edch gi\u1eefa \u0111\u01a1n v\u1ecb s\u1edf h\u1eefu th\u01b0\u01a1ng hi\u1ec7u v\u1edbi c\u00e1c b\u00ean tham gia d\u1ef1 \u00e1n,\u2026<\/p>\n

        Vi\u1ec7c gi\u00e1m s\u00e1t c\u00f2n \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n nh\u1eb1m \u0111\u1ea3m b\u1ea3o t\u00ednh nh\u1ea5t qu\u00e1n trong th\u00f4ng \u0111i\u1ec7p truy\u1ec1n th\u00f4ng c\u1ee7a doanh nghi\u1ec7p, s\u1ef1 tu\u00e2n th\u1ee7 c\u1ee7a c\u00e1c d\u1ef1 \u00e1n, nh\u00e2n s\u1ef1 tham gia, s\u1ef1 \u0111\u1ed3ng b\u1ed9 trong tri\u1ec3n khai t\u1ea1i c\u00e1c \u0111\u1ecba \u0111i\u1ec3m, th\u1eddi gian, v\u1ea5n \u0111\u1ec1 s\u1eed d\u1ee5ng ph\u01b0\u01a1ng ti\u1ec7n truy\u1ec1n th\u00f4ng v\u00e0 \u0111o l\u01b0\u1eddng hi\u1ec7u qu\u1ea3 truy\u1ec1n th\u00f4ng,\u2026<\/p>\n

        T\u00f9y thu\u1ed9c v\u00e0o quy m\u00f4, th\u1eddi gian kh\u00e1c nhau m\u00e0 c\u00e1c d\u1ef1 \u00e1n s\u1ebd c\u00f3 nh\u1eefng ph\u01b0\u01a1ng ph\u00e1p gi\u00e1m s\u00e1t kh\u00e1c nhau nh\u01b0\u00a0nghi\u1ec7m thu k\u1ebft\u00a0qu\u1ea3, \u0111\u00e1nh gi\u00e1 hi\u1ec7n tr\u01b0\u1eddng,\u2026<\/p>\n

        4. Nh\u1eefng y\u1ebfu t\u1ed1 t\u00e1c \u0111\u1ed9ng \u0111\u1ebfn chi\u1ebfn l\u01b0\u1ee3c qu\u1ea3n l\u00fd th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a doanh nghi\u1ec7p\u00a0<\/b><\/span><\/h2>\n

        4.1. Vai tr\u00f2 c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng<\/b><\/span><\/h3>\n

        Ng\u01b0\u1eddi ti\u00eau d\u00f9ng gi\u1eef m\u1ed9t vai tr\u00f2 r\u1ea5t quan tr\u1ecdng trong chi\u1ebfn l\u01b0\u1ee3c qu\u1ea3n l\u00fd th\u01b0\u01a1ng hi\u1ec7u. V\u00ec t\u00e2m l\u00fd v\u00e0 nhu c\u1ea7u c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng lu\u00f4n kh\u00f4ng ng\u1eebng thay \u0111\u1ed5i, do v\u1eady n\u00f3 t\u00e1c \u0111\u1ed9ng r\u1ea5t nhi\u1ec1u \u0111\u1ebfn th\u00f4ng \u0111i\u1ec7p v\u00e0 ph\u01b0\u01a1ng th\u1ee9c truy\u1ec1n th\u00f4ng c\u1ee7a doanh nghi\u1ec7p.<\/p>\n

        \u0110i\u1ec1u n\u00e0y \u0111\u00f2i h\u1ecfi doanh nghi\u1ec7p mu\u1ed1n c\u00f3 chi\u1ebfn l\u01b0\u1ee3c qu\u1ea3n l\u00fd th\u01b0\u01a1ng hi\u1ec7u t\u1ed1t th\u00ec ph\u1ea3i n\u1eafm b\u1eaft \u0111\u01b0\u1ee3c t\u00e2m l\u00fd c\u1ee7a kh\u00e1ch h\u00e0ng th\u00f4ng qua nh\u1eefng ph\u1ea3n h\u1ed3i, \u0111\u00e1nh gi\u00e1 c\u1ee7a h\u1ecd v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n

        4.2. S\u1ef1 ph\u00e1t tri\u1ec3n c\u1ee7a c\u00f4ng ngh\u1ec7<\/b><\/span><\/h3>\n

        Cu\u1ed9c c\u00e1ch m\u1ea1ng c\u00f4ng ngh\u1ec7 4.0 mang \u0111\u1ebfn nhi\u1ec1u l\u1ee3i th\u1ebf cho doanh nghi\u1ec7p trong vi\u1ec7c gi\u00fap kh\u00e1ch h\u00e0ng d\u1ec5 d\u00e0ng ti\u1ebfp c\u1eadn nh\u1eefng th\u00f4ng tin xoay quanh th\u01b0\u01a1ng hi\u1ec7u tr\u00ean c\u00e1c ph\u01b0\u01a1ng ti\u1ec7n truy\u1ec1n th\u00f4ng. B\u00ean c\u1ea1nh \u0111\u00f3 c\u0169ng t\u1ed3n t\u1ea1i nh\u1eefng th\u00e1ch th\u1ee9c trong qu\u00e1 tr\u00ecnh qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u (brand management) \u0111\u00f3 l\u00e0 \u0111\u00f2i h\u1ecfi doanh nghi\u1ec7p ph\u1ea3i kh\u00f4ng ng\u1eebng c\u1eadp nh\u1eadt, b\u1ed5 sung \u0111\u1ec3 ho\u00e0n thi\u1ec7n nh\u1eefng th\u00f4ng tin s\u1eb5n c\u00f3 v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u cho kh\u00e1ch h\u00e0ng, nghi\u00ean c\u1ee9u v\u1ec1 \u0111\u1ed1i th\u1ee7, ng\u00e0nh h\u00e0ng.<\/p>\n

        4.3. Th\u1ecb tr\u01b0\u1eddng ng\u00e1ch<\/b><\/span><\/h3>\n

        Ng\u00e0y nay, ph\u1ea7n l\u1edbn c\u00e1c doanh nghi\u1ec7p \u0111\u1ec1u t\u1eadn d\u1ee5ng nh\u1eefng ng\u00f4i sao, ng\u01b0\u1eddi n\u1ed5i ti\u1ebfng c\u00f3 t\u1ea7m \u1ea3nh h\u01b0\u1edfng l\u1edbn \u0111\u1ec3 qu\u1ea3ng b\u00e1 h\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u00ecnh. \u0110i\u1ec1u n\u00e0y thi\u1ebfu t\u00ednh m\u1edbi m\u1ebb v\u00e0 d\u1ea7n khi\u1ebfn ng\u01b0\u1eddi ti\u00eau d\u00f9ng nh\u00e0m ch\u00e1n. Do v\u1eady, vi\u1ec7c t\u1ea5n c\u00f4ng v\u00e0o nh\u1eefng th\u1ecb tr\u01b0\u1eddng ng\u00e1ch, l\u1ef1a ch\u1ecdn nh\u1eefng influencer nh\u1ecf nh\u01b0ng \u0111\u1ea3m b\u1ea3o uy t\u00edn v\u00e0 l\u01b0\u1ee3ng kh\u00e1n gi\u1ea3 trung th\u00e0nh \u0111\u1ec3 gi\u00fap th\u01b0\u01a1ng hi\u1ec7u truy\u1ec1n \u0111i th\u00f4ng \u0111i\u1ec7p qua nh\u1eefng c\u00e2u chuy\u1ec7n s\u00e1ng t\u1ea1o, ch\u00e2n th\u1ef1c s\u1ebd t\u1ea1o d\u1ec5 \u0111\u01b0\u1ee3c c\u00f4ng ch\u00fang \u0111\u00f3n nh\u1eadn h\u01a1n.<\/p>\n

        4.4. S\u1ef1 xu\u1ea5t hi\u1ec7n c\u1ee7a nhi\u1ec1u doanh nghi\u1ec7p nh\u1ecf<\/b><\/span><\/h3>\n

        Hi\u1ec7n nay, doanh nghi\u1ec7p v\u1eeba v\u00e0 nh\u1ecf xu\u1ea5t hi\u1ec7n ng\u00e0y c\u00e0ng nhi\u1ec1u v\u00e0 t\u1eadn d\u1ee5ng v\u00e0o l\u1ee3i th\u1ebf c\u1ee7a c\u00e1c ph\u01b0\u01a1ng ti\u1ec7n truy\u1ec1n th\u00f4ng m\u1ea1ng x\u00e3 h\u1ed9i m\u00e0 h\u1ecd ng\u00e0y c\u00e0ng d\u1ec5 d\u00e0ng ti\u1ebfp c\u1eadn \u0111\u1ebfn kh\u00e1ch h\u00e0ng h\u01a1n. \u0110i\u1ec1u n\u00e0y t\u1ea1o n\u00ean \u00e1p l\u1ef1c c\u1ea1nh tranh \u0111\u1ed1i v\u1edbi c\u00e1c th\u01b0\u01a1ng hi\u1ec7u hi\u1ec7n t\u1ea1i trong vi\u1ec7c n\u1ed7 l\u1ef1c n\u1eafm b\u1eaft v\u00e0 t\u1eadp trung \u0111\u1ec3 x\u00e2y d\u1ef1ng m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh m\u1ebd h\u01a1n tr\u00ean th\u1ecb tr\u01b0\u1eddng.<\/p>\n

        5. Vai tr\u00f2 c\u1ee7a qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u trong doanh nghi\u1ec7p do ai \u0111\u1ea3m nh\u1eadn?<\/b><\/span><\/h2>\n

        Vi\u1ec7c qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u (brand management) v\u00f4 c\u00f9ng quan tr\u1ecdng v\u00e0 n\u00f3 \u1ea3nh h\u01b0\u1edfng tr\u1ef1c ti\u1ebfp \u0111\u1ebfn s\u1ef1 ph\u00e1t tri\u1ec3n c\u1ee7a doanh nghi\u1ec7p. V\u00ec v\u1eady c\u1ea7n ph\u1ea3i c\u00f3 m\u1ed9t b\u1ed9 ph\u1eadn th\u1ef1c s\u1ef1 th\u1ea5u hi\u1ec3u \u0111\u1ec3 chuy\u00ean tr\u00e1ch v\u00e0 \u0111\u1ea3m nhi\u1ec7m.<\/p>\n

        \u0110\u1ed3ng th\u1eddi, ch\u1ec9 nh\u1eefng ng\u01b0\u1eddi c\u00f3 t\u00e2m huy\u1ebft v\u00e0 th\u1ef1c s\u1ef1 n\u1ed7 l\u1ef1c v\u00ec s\u1ef1 ph\u00e1t tri\u1ec3n c\u1ee7a doanh nghi\u1ec7p th\u00ec m\u1edbi c\u00f3 th\u1ec3 t\u1ea1o ra nh\u1eefng chi\u1ebfn l\u01b0\u1ee3c tuy\u1ec7t v\u1eddi nh\u1ea5t. Nh\u01b0 v\u1eady vai tr\u00f2 c\u1ee7a qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u trong doanh nghi\u1ec7p s\u1ebd \u0111\u01b0\u1ee3c \u0111\u1ea3m nh\u1eadn b\u1edfi Brand Manager v\u00e0 Founder,<\/p>\n

        Nhi\u1ec7m v\u1ee5 c\u1ee7a ng\u01b0\u1eddi l\u00e0m qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u \u0111\u00f3 l\u00e0 tri\u1ec3n khai nh\u1eefng ho\u1ea1t \u0111\u1ed9ng nh\u1eb1m duy tr\u00ec v\u00e0 n\u00e2ng cao gi\u00e1 tr\u1ecb c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u. C\u1ee5 th\u1ec3 nh\u01b0 h\u00ecnh d\u01b0\u1edbi \u0111\u00e2y:<\/p>\n

        5.1. Qu\u1ea3n tr\u1ecb h\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u tr\u00ean c\u00e1c k\u00eanh truy\u1ec1n th\u00f4ng<\/b><\/span><\/h3>\n

        T\u1ea5t c\u1ea3 nh\u1eefng g\u00ec m\u00e0 kh\u00e1ch h\u00e0ng c\u00f3 th\u1ec3 nh\u00ecn th\u1ea5y v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u ch\u00ednh l\u00e0 h\u00ecnh \u1ea3nh c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u. Vi\u1ec7c qu\u1ea3n tr\u1ecb h\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u ch\u00ednh l\u00e0 qu\u1ea3n tr\u1ecb nh\u1eefng c\u00e1ch th\u1ee9c m\u00e0 doanh nghi\u1ec7p xu\u1ea5t hi\u1ec7n tr\u00ean c\u00e1c k\u00eanh truy\u1ec1n th\u00f4ng m\u00e0 doanh nghi\u1ec7p h\u01b0\u1edbng t\u1edbi.<\/p>\n

        \u0110\u1ec3 \u0111\u1ea3m b\u1ea3o th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c xu\u1ea5t hi\u1ec7n m\u1ed9t c\u00e1ch ho\u00e0n h\u1ea3o nh\u1ea5t th\u00ec ng\u01b0\u1eddi l\u00e0m qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u c\u1ea7n ph\u1ea3i xem x\u00e9t nh\u1eefng y\u1ebfu t\u1ed1 sau tr\u01b0\u1edbc khi xu\u1ea5t b\u1ea3n c\u00e1c \u1ea5n ph\u1ea9m:<\/p>\n

          \n
        • \u0110\u1ea3m b\u1ea3o h\u00ecnh \u1ea3nh ph\u1ea3i \u0111\u01b0\u1ee3c thi\u1ebft k\u1ebf tu\u00e2n th\u1ee7 Brand Guidelines.<\/li>\n
        • X\u00e1c \u0111\u1ecbnh r\u00f5 r\u00e0ng m\u1ee5c ti\u00eau v\u00e0 \u0111\u1ed1i t\u01b0\u1ee3ng m\u00e0 \u1ea5n ph\u1ea9m truy\u1ec1n th\u00f4ng h\u01b0\u1edbng \u0111\u1ebfn.<\/li>\n
        • S\u1eed d\u1ee5ng nh\u1eefng k\u00eanh truy\u1ec1n th\u00f4ng n\u00e0o \u0111\u1ec3 \u0111\u0103ng t\u1ea3i.<\/li>\n
        • \u0110\u1ea3m b\u1ea3o th\u00f4ng \u0111i\u1ec7p ph\u00f9 h\u1ee3p v\u1edbi \u0111\u1ed1i t\u01b0\u1ee3ng tr\u00ean t\u1eebng k\u00eanh.<\/li>\n<\/ul>\n

          5.2 Qu\u1ea3n tr\u1ecb danh m\u1ee5c \u0111\u1ea7u t\u01b0 c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u<\/b><\/span><\/h3>\n

          Danh m\u1ee5c \u0111\u1ea7u t\u01b0 c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u bao g\u1ed3m nhi\u1ec1u ch\u1ec9 s\u1ed1 nh\u01b0: ROI, c\u00e1c chi ph\u00ed \u0111\u1ea7u t\u01b0, s\u1ef1 ph\u00f9 h\u1ee3p c\u1ee7a ng\u00e2n s\u00e1ch \u0111\u1ec1 ra cho c\u00f4ng ty con,\u2026 Danh m\u1ee5c n\u00e0y \u0111\u01b0\u1ee3c t\u1ea1o ra nh\u1eb1m gi\u00fap doanh nghi\u1ec7p qu\u1ea3n l\u00fd \u0111\u01b0\u1ee3c to\u00e0n b\u1ed9 t\u00e0i s\u1ea3n, t\u00ecnh h\u00ecnh kinh doanh v\u00e0 c\u00e1c ho\u1ea1t \u0111\u1ed9ng truy\u1ec1n th\u00f4ng c\u1ee7a c\u00e1c th\u01b0\u01a1ng hi\u1ec7u, c\u00f4ng ty con nh\u1eb1m h\u01b0\u1edbng \u0111\u1ebfn m\u1ed9t nh\u00f3m \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng c\u1ee5 th\u1ec3.<\/p>\n

          5.3. Qu\u1ea3n l\u00fd truy\u1ec1n th\u00f4ng v\u00e0 \u0111o l\u01b0\u1eddng hi\u1ec7u qu\u1ea3<\/b><\/span><\/h3>\n

          Vi\u1ec7c qu\u1ea3n l\u00fd v\u00e0 \u0111o l\u01b0\u1eddng c\u00e1c ho\u1ea1t \u0111\u1ed9ng truy\u1ec1n th\u00f4ng gi\u00fap cho Brand Manager thu th\u1eadp \u0111\u01b0\u1ee3c nh\u1eefng th\u00f4ng tin c\u1ea7n thi\u1ebft \u0111\u1ec3 \u0111\u01b0a ra nh\u1eefng quy\u1ebft \u0111\u1ecbnh trong chi\u1ebfn l\u01b0\u1ee3c qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n

          M\u1ed9t s\u1ed1 ch\u1ec9 s\u1ed1 quan tr\u1ecdng m\u00e0 ng\u01b0\u1eddi l\u00e0m qu\u1ea3n l\u00fd th\u01b0\u01a1ng hi\u1ec7u c\u1ea7n quan t\u00e2m \u0111\u00f3 l\u00e0: s\u1ed1 ng\u01b0\u1eddi ti\u1ebfp c\u1eadn \u0111\u01b0\u1ee3c th\u00f4ng \u0111i\u1ec7p m\u00e0 th\u01b0\u01a1ng hi\u1ec7u truy\u1ec1n t\u1ea3i, s\u1ed1 l\u01b0\u1ee3t hi\u1ec3n th\u1ecb c\u1ee7a b\u00e0i vi\u1ebft tr\u00ean m\u1ea1ng x\u00e3 h\u1ed9i, s\u1ed1 ng\u01b0\u1eddi t\u01b0\u01a1ng t\u00e1c v\u1edbi b\u00e0i vi\u1ebft, t\u1ef7 l\u1ec7 xem video trong 3s \u0111\u1ea7u,\u2026<\/p>\n

          5.4. Ki\u1ec3m tra v\u00e0 qu\u1ea3n l\u00fd t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u<\/b><\/span><\/h3>\n

          T\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u l\u00e0 nh\u1eefng gi\u00e1 tr\u1ecb m\u00e0 th\u01b0\u01a1ng hi\u1ec7u mang \u0111\u1ebfn cho kh\u00e1ch h\u00e0ng v\u00e0 c\u00e1c b\u00ean li\u00ean quan. N\u00f3 \u0111\u01b0\u1ee3c c\u1ea5u th\u00e0nh t\u1eeb: nh\u1eadn th\u1ee9c c\u1ee7a kh\u00e1ch h\u00e0ng v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u, ch\u1ea5t l\u01b0\u1ee3ng c\u1ea3m nh\u1eadn c\u1ee7a s\u1ea3n ph\u1ea9m, c\u00e1c li\u00ean t\u01b0\u1edfng v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u, l\u00f2ng trung th\u00e0nh c\u1ee7a kh\u00e1ch h\u00e0ng. Ngo\u00e0i ra c\u00f2n c\u00f3 c\u00e1c t\u00e0i s\u1ea3n kh\u00e1c nh\u01b0 c\u00e1c s\u00e1ng ch\u1ebf, quy\u1ec1n khai th\u00e1c, kinh doanh v\u00e0 c\u00e1c t\u00e0i s\u1ea3n tr\u00ed tu\u1ec7 kh\u00e1ch. Vi\u1ec7c qu\u1ea3n l\u00fd t\u1ed1t\u00a0t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u\u00a0s\u1ebd gi\u00fap ng\u01b0\u1eddi d\u00f9ng c\u00f3 nh\u1eefng tr\u1ea3i nghi\u1ec7m t\u1ed1t h\u01a1n \u0111\u1ed1i v\u1edbi doanh nghi\u1ec7p.<\/p>\n

          5.5. Ki\u1ec3m so\u00e1t v\u00e0 qu\u1ea3n l\u00fd gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u tr\u00ean th\u1ecb tr\u01b0\u1eddng\u00a0<\/b><\/span><\/h3>\n

          M\u1ed9t trong nh\u1eefng c\u00e1ch \u0111\u1ec3 doanh nghi\u1ec7p c\u00f3 th\u1ec3 chi\u1ebfn th\u1eafng cu\u1ed9c \u0111ua d\u00e0nh v\u1ecb th\u1ebf trong t\u00e2m tr\u00ed kh\u00e1ch h\u00e0ng \u0111\u00f3 l\u00e0 ph\u1ea3i hi\u1ec3u \u0111\u01b0\u1ee3c gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u \u0111ang \u1edf \u0111\u00e2u tr\u00ean th\u1ecb tr\u01b0\u1eddng \u0111\u1ec3 t\u1eeb \u0111\u00f3 \u0111\u1ec1 ra nh\u1eefng chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ec3 duy tr\u00ec hay ph\u00e1t tri\u1ec3n n\u00f3.<\/p>\n

          \u0110\u1ec3 l\u00e0m \u0111\u01b0\u1ee3c \u0111i\u1ec1u n\u00e0y th\u00ec ng\u01b0\u1eddi l\u00e0m qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u ph\u1ea3i th\u01b0\u1eddng xuy\u00ean c\u1eadp nh\u1eadt, nghi\u00ean c\u1ee9u v\u00e0 theo d\u00f5i c\u00e1c ch\u1ec9 s\u1ed1, \u0111\u1ed3ng th\u1eddi t\u01b0\u01a1ng t\u00e1c c\u00e1c kh\u00e1ch h\u00e0ng \u0111\u1ec3 t\u1ea1o \u0111\u01b0\u1ee3c s\u1ef1 k\u1ebft n\u1ed1i c\u1ee7a h\u1ecd v\u1edbi th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n

          6. Quy t\u1eafc c\u1ea7n nh\u1edb \u0111\u1ec3 qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u (brand management) hi\u1ec7u qu\u1ea3\u00a0<\/b><\/span><\/h2>\n

          Qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u (brand management) l\u00e0 m\u1ed9t qu\u00e1 tr\u00ecnh d\u00e0i \u0111\u00f2i h\u1ecfi s\u1ef1 n\u1ed7 l\u1ef1c c\u1ee7a nhi\u1ec1u ng\u01b0\u1eddi. V\u00ec th\u1ebf h\u00e3y l\u01b0u \u00fd 7 quy t\u1eafc d\u01b0\u1edbi \u0111\u00e2y \u0111\u1ec3 gi\u00fap chi\u1ebfn l\u01b0\u1ee3c qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n \u0111\u01b0\u1ee3c tri\u1ec3n khai hi\u1ec7u qu\u1ea3 h\u01a1n:<\/p>\n

          Quy t\u1eafc c\u1ea7n nh\u1edb \u0111\u1ec3 qu\u1ea3n l\u00fd th\u01b0\u01a1ng hi\u1ec7u hi\u1ec7u qu\u1ea3<\/figcaption><\/figure>\n

          \u0110\u1ec1 ra nh\u1eefng quy t\u1eafc c\u1ee7a ri\u00eang b\u1ea1n khi l\u00e0m vi\u1ec7c<\/b>. C\u1ea5u tr\u00fac l\u1ea1i nh\u1eefng t\u00e0i li\u1ec7u v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u00ecnh v\u00e0 c\u00e1ch n\u00f3 \u0111\u01b0\u1ee3c th\u1ec3 hi\u1ec7n v\u1edbi \u0111\u1ed1i t\u01b0\u1ee3ng m\u1ee5c ti\u00eau c\u1ee7a b\u1ea1n. \u0110\u1ea3m b\u1ea3o r\u1eb1ng nh\u1eefng ng\u01b0\u1eddi li\u00ean quan \u0111\u1ec1u c\u00f3 quy\u1ec1n truy c\u1eadp v\u00e0 hi\u1ec3u nh\u1eefng quy t\u1eafc n\u00e0y. B\u1ea1n c\u0169ng n\u00ean ph\u00e2n c\u00f4ng tr\u00e1ch nhi\u1ec7m v\u00e0 cho bi\u1ebft nh\u1eefng b\u1ed9 ph\u1eadn n\u00e0o c\u00f3 th\u1ec3 s\u1eed d\u1ee5ng t\u00e0i s\u1ea3n c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u v\u00e0 cho nh\u1eefng m\u1ee5c \u0111\u00edch g\u00ec.<\/p>\n

          T\u1ea1o chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ed9c \u0111\u00e1o.<\/b>\u00a0Chi\u1ebfn l\u01b0\u1ee3c c\u1ee7a b\u1ea1n tr\u1ea3 l\u1eddi \u0111\u01b0\u1ee3c c\u00e2u h\u1ecfi: n\u00ean l\u00e0m th\u1ebf n\u00e0o, \u1edf \u0111\u00e2u, khi n\u00e0o v\u00e0 nh\u1eefng g\u00ec m\u1ecdi ng\u01b0\u1eddi truy\u1ec1n t\u1ea3i n\u00f3. H\u00e3y \u0111\u1ea3m b\u1ea3o l\u00e0 nghi\u00ean c\u1ee9u k\u1ef9 kh\u00e1ch h\u00e0ng c\u1ee7a b\u1ea1n tr\u01b0\u1edbc khi x\u00e2y d\u1ef1ng th\u00f4ng \u0111i\u1ec7p.<\/p>\n

          Ch\u00fa \u00fd \u0111\u1ebfn tr\u1ea3i nghi\u1ec7m c\u1ee7a kh\u00e1ch h\u00e0ng.<\/b>\u00a0\u0110\u1ec3 thi\u1ebft l\u1eadp m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u n\u1ed5i b\u1eadt v\u1edbi s\u1ef1 hi\u1ec7n di\u1ec7n m\u1ea1nh m\u1ebd, b\u1ea1n n\u00ean t\u1eadp trung v\u00e0o kh\u00e1ch h\u00e0ng c\u1ee7a m\u00ecnh v\u00e0 h\u00e0nh tr\u00ecnh mua h\u00e0ng c\u1ee7a h\u1ecd. V\u00ec x\u00e2y d\u1ef1ng m\u1ed1i quan h\u1ec7 t\u1ed1t v\u1edbi ng\u01b0\u1eddi ti\u00eau d\u00f9ng kh\u00f4ng h\u1ec1 d\u1ec5 d\u00e0ng v\u00e0 qu\u00e1 tr\u00ecnh n\u00e0y \u0111\u00f2i h\u1ecfi nhi\u1ec1u th\u1eddi gian v\u00e0 n\u1ed7 l\u1ef1c c\u1ee7a t\u1ed5 ch\u1ee9c.<\/p>\n

          \u0110\u1eb7t kh\u00e1ch h\u00e0ng l\u00ean \u01b0u ti\u00ean h\u00e0ng \u0111\u1ea7u c\u1ee7a b\u1ea1n.<\/b>\u00a0H\u00e3y nh\u1edb r\u1eb1ng, c\u00e1ch t\u1ed1t nh\u1ea5t \u0111\u1ec3 tr\u1edf n\u00ean n\u1ed5i b\u1eadt l\u00e0 cung c\u1ea5p tr\u1ea3i nghi\u1ec7m \u0111\u01b0\u1ee3c c\u00e1 nh\u00e2n h\u00f3a ph\u00f9 h\u1ee3p v\u1edbi nhu c\u1ea7u c\u00e1 nh\u00e2n c\u1ee7a t\u1eebng kh\u00e1ch h\u00e0ng.<\/p>\n

          S\u1eed d\u1ee5ng m\u1ed9t phong c\u00e1ch th\u01b0\u01a1ng hi\u1ec7u nh\u1ea5t qu\u00e1n.\u00a0<\/b>\u0110i\u1ec1u n\u00e0y s\u1ebd gi\u00fap b\u1ea1n d\u1ec5 d\u00e0ng truy\u1ec1n \u0111\u1ea1t ti\u1ebfng n\u00f3i chung c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u. N\u1ed9i dung r\u00f5 r\u00e0ng, ch\u1ea5t l\u01b0\u1ee3ng v\u00e0 t\u00ednh nh\u1ea5t qu\u00e1n tr\u00ean c\u00e1c k\u00eanh truy\u1ec1n th\u00f4ng s\u1ebd gi\u00fap b\u1ea1n c\u00f3 \u0111\u01b0\u1ee3c s\u1ef1 tin t\u01b0\u1edfng t\u1eeb kh\u00e1ch h\u00e0ng.<\/p>\n

          Khuy\u1ebfn kh\u00edch s\u1ef1 h\u1ee3p t\u00e1c c\u1ee7a c\u00e1c ph\u00f2ng ban.\u00a0<\/b>\u0110i\u1ec1u n\u00e0y s\u1ebd \u0111\u1ea3m b\u1ea3o quy tr\u00ecnh l\u00e0m vi\u1ec7c li\u1ec1n m\u1ea1ch v\u00e0 \u0111\u1ea1t \u0111\u01b0\u1ee3c m\u1ee5c ti\u00eau nhanh h\u01a1n. Trong khi c\u1ed9ng t\u00e1c, c\u00e1c nh\u00f3m kh\u00e1c nhau c\u00f3 th\u1ec3 th\u1ea3o lu\u1eadn v\u1ec1 c\u00e1c chi\u1ebfn l\u01b0\u1ee3c m\u1edbi \u0111\u1ec3 ph\u1ed1i h\u1ee3p tri\u1ec3n khai m\u1ed9t c\u00e1ch t\u1ed1t nh\u1ea5t.<\/p>\n

          C\u1eadp nh\u1eadt c\u00e1c xu h\u01b0\u1edbng \u0111\u1ec3 lu\u00f4n ph\u00f9 h\u1ee3p.\u00a0<\/b>Nhu c\u1ea7u c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng lu\u00f4n thay \u0111\u1ed5i nhanh ch\u00f3ng, v\u00ec v\u1eady b\u1ea1n c\u1ea7n ph\u1ea3i s\u1eb5n s\u00e0ng \u0111\u1ec3 th\u00edch \u1ee9ng. Khi xu h\u01b0\u1edbng ph\u00e1t tri\u1ec3n, s\u1ea3n ph\u1ea9m c\u1ee7a b\u1ea1n c\u0169ng c\u1ea7n c\u1ea3i ti\u1ebfn theo \u0111\u1ec3 lu\u00f4n ph\u00f9 h\u1ee3p v\u00e0 \u0111i tr\u01b0\u1edbc c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh.<\/p>\n

          7. V\u00ed d\u1ee5 v\u1ec1 qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u th\u00e0nh c\u00f4ng c\u1ee7a Nike<\/b><\/span><\/h2>\n

          Ch\u1eafc h\u1eb3n b\u1ea1n \u0111\u00e3 kh\u00f4ng c\u00f2n xa l\u1ea1 g\u00ec v\u1edbi nh\u1eefng c\u00e1i t\u00ean Pepsi, Coca cola, Nike, SamSung, Mercedes,\u2026 \u0110\u00e2y \u0111\u1ec1u l\u00e0 nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u n\u1ed5i ti\u1ebfng c\u00f3 v\u1ecb th\u1ebf l\u1edbn tr\u00ean th\u1ebf gi\u1edbi \u0111\u00e3 \u00e1p d\u1ee5ng th\u00e0nh c\u00f4ng c\u00e1c chi\u1ebfn l\u01b0\u1ee3c qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n

          Trong \u0111\u00f3, b\u00e0i vi\u1ebft n\u00e0y s\u1ebd t\u1eadp trung v\u00e0o\u00a0chi\u1ebfn l\u01b0\u1ee3c qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u th\u00e0nh c\u00f4ng\u00a0c\u1ee7a Nike. Kh\u00f4ng ch\u1ec9 mang \u0111\u1ebfn cho kh\u00e1ch h\u00e0ng nh\u1eefng s\u1ea3n ph\u1ea9m ch\u1ea5t l\u01b0\u1ee3ng, Nike c\u00f2n x\u00e2y d\u1ef1ng h\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u r\u1ea5t m\u1ea1nh, lu\u00f4n gi\u1eef v\u1ecb tr\u00ed top \u0111\u1ea7u trong t\u00e2m tr\u00ed ng\u01b0\u1eddi ti\u00eau d\u00f9ng.<\/p>\n

          C\u00e1ch Nike qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u<\/figcaption><\/figure>\n

          Th\u00e0nh c\u00f4ng c\u1ee7a Nike xu\u1ea5t ph\u00e1t t\u1eeb vi\u1ec7c t\u1eadn d\u1ee5ng t\u1ed1t s\u1ee9c m\u1ea1nh c\u1ee7a nhi\u1ec1u k\u00eanh truy\u1ec1n th\u00f4ng kh\u00e1c nhau nh\u01b0 qu\u1ea3ng c\u00e1o tr\u00ean TV, m\u1ea1ng x\u00e3 h\u1ed9i, qu\u1ea3ng c\u00e1o tr\u1ef1c tuy\u1ebfn, qu\u1ea3ng c\u00e1o ngo\u00e0i tr\u1eddi, th\u00f4ng qua b\u00ean th\u1ee9 3 l\u00e0 c\u00e1c KOLs,\u2026. T\u1ea5t c\u1ea3 gi\u00fap t\u1ea1o nh\u1eadn th\u1ee9c v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u cho kh\u00e1ch h\u00e0ng.<\/p>\n

          Trong \u0111\u00f3, khi nh\u1eafc \u0111\u1ebfn Nike ch\u00fang ta kh\u00f4ng th\u1ec3 qu\u00ean \u0111\u01b0\u1ee3c c\u00e2u slogan \u201cJust do it\u201d v\u00e0\u00a0c\u00e2u chuy\u1ec7n th\u01b0\u01a1ng hi\u1ec7u\u00a0ch\u1ea1m \u0111\u1ebfn tr\u00e1i tim kh\u00e1ch h\u00e0ng v\u1edbi m\u00f4 t\u00edp: anh h\u00f9ng \u2013 k\u1ebb x\u1ea5u. Trong \u0111\u00f3, k\u1ebb th\u00f9 trong c\u00e2u chuy\u1ec7n Nike x\u00e2y d\u1ef1ng ch\u00ednh l\u00e0 k\u1ebb th\u00f9 n\u1ed9i t\u1ea1i trong m\u1ed7i ch\u00fang ta, \u0111\u00e2y l\u00e0 m\u1ed9t c\u00e1ch khai th\u00e1c ho\u00e0n to\u00e0n m\u1edbi m\u1ebb khi\u1ebfn cho Nike kh\u00f4ng d\u1ec5 b\u1ecb nh\u1ea7m l\u1eabn v\u1edbi c\u00e1c th\u01b0\u01a1ng hi\u1ec7u kh\u00e1c tr\u00ean th\u1ecb tr\u01b0\u1eddng.<\/p>\n

          C\u00e2u chuy\u1ec7n th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a Nike<\/figcaption><\/figure>\n

          Th\u00eam v\u00e0o \u0111\u00f3, Nike c\u00f2n c\u00f3 c\u00e1c d\u1ecbch v\u1ee5 ch\u0103m s\u00f3c kh\u00e1ch h\u00e0ng r\u1ea5t t\u1ed1t, \u0111\u1ed3ng th\u1eddi lu\u00f4n bi\u1ebft ti\u1ebfp thu nh\u1eefng ph\u1ea3n h\u1ed3i c\u1ee7a kh\u00e1ch h\u00e0ng \u0111\u1ec3 ng\u00e0y m\u1ed9t c\u1ea3i ti\u1ebfn s\u1ea3n ph\u1ea9m. Nike bi\u1ebft c\u00e1ch duy tr\u00ec s\u1ef1 hi\u1ec7n di\u1ec7n th\u01b0\u1eddng xuy\u00ean v\u00e0 li\u00ean t\u1ee5c \u0111\u1ed1i v\u1edbi kh\u00e1ch h\u00e0ng th\u00f4ng qua nh\u1eefng s\u1ea3n ph\u1ea9m lu\u00f4n \u0111\u01b0\u1ee3c n\u00e2ng c\u1ea5p phi\u00ean b\u1ea3n m\u1edbi m\u1ebb, \u0111\u00e1p \u1ee9ng nhu c\u1ea7u, s\u1edf th\u00edch c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng.<\/p>\n

          Nh\u01b0 v\u1eady, nh\u1edd c\u00f3 chi\u1ebfn l\u01b0\u1ee3c qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u t\u1ed1t m\u00e0 Nike \u0111\u00e3 c\u00f3 \u0111\u01b0\u1ee3c v\u1ecb tr\u00ed d\u1eabn \u0111\u1ea7u tr\u00ean th\u1ecb tr\u01b0\u1eddng. S\u1ef1 th\u00e0nh c\u00f4ng c\u1ee7a Nike l\u00e0 m\u1ed9t b\u00e0i h\u1ecdc qu\u00fd gi\u00e1 \u0111\u1ec3 b\u1ea1n c\u00f3 th\u1ec3 h\u1ecdc t\u1eadp v\u00e0 \u00e1p d\u1ee5ng v\u00e0o \u0111\u1ec3 qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u00ecnh.<\/p>\n

          8. M\u1ed9t s\u1ed1 thu\u1eadt ng\u1eef c\u1ea7n bi\u1ebft khi l\u00e0m qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u<\/b><\/span><\/h2>\n

          Brand Identity:\u00a0<\/b>s\u1ef1 nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u ch\u00ednh l\u00e0 nh\u1eefng y\u1ebfu t\u1ed1 m\u00e0 ng\u01b0\u1eddi ti\u00eau d\u00f9ng nh\u00ecn th\u1ea5y, c\u1ea3m nh\u1eadn th\u1ea5y \u0111\u1ec3 ph\u00e2n bi\u1ec7t th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n v\u1edbi c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh kh\u00e1c tr\u00ean th\u1ecb tr\u01b0\u1eddng.<\/p>\n

          Brand Experience:\u00a0<\/b>tr\u1ea3i nghi\u1ec7m th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c hi\u1ec3u l\u00e0 nh\u1eefng t\u01b0\u01a1ng t\u00e1c, tr\u1ea3i nghi\u1ec7m c\u1ee7a kh\u00e1ch h\u00e0ng \u0111\u1ed1i v\u1edbi c\u00e1c s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 k\u1ec3 c\u1ea3 v\u00f4 h\u00ecnh hay h\u1eefu h\u00ecnh c\u1ee7a doanh nghi\u1ec7p. Kh\u00e1ch h\u00e0ng c\u00f3 tr\u1ea3i nghi\u1ec7m th\u01b0\u01a1ng hi\u1ec7u t\u1ed1t s\u1ebd c\u00f3 th\u1ec3 c\u1ee7ng c\u1ed1 ni\u1ec1m tin v\u00e0 s\u1ef1 y\u00eau th\u00edch, \u0111\u1ed3ng th\u1eddi gia t\u0103ng l\u00f2ng trung th\u00e0nh v\u1edbi th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n

          Brand Awareness:\u00a0<\/b>\u0111\u01b0\u1ee3c hi\u1ec3u m\u1ed9t c\u00e1ch \u0111\u01a1n gi\u1ea3n l\u00e0 m\u1ee9c \u0111\u1ed9 nh\u1eadn th\u1ee9c v\u00e0 kh\u1ea3 n\u0103ng ghi nh\u1edb c\u1ee7a kh\u00e1ch h\u00e0ng \u0111\u1ed1i v\u1edbi s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5 c\u1ee7a doanh nghi\u1ec7p. N\u00f3 kh\u00f4ng nh\u1ea5t thi\u1ebft l\u00e0 kh\u1ea3 n\u0103ng nh\u1edb \u0111\u1ebfn t\u00ean m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u c\u1ee5 th\u1ec3 m\u00e0 \u0111\u00f4i khi ch\u1ec9 l\u00e0 c\u1ea3m gi\u00e1c th\u00e2n quen v\u1ec1 m\u1ed9t s\u1ea3n ph\u1ea9m. Hi\u1ec3u \u0111\u01b0\u1ee3c t\u1ea7m quan tr\u1ecdng c\u1ee7a n\u00f3 s\u1ebd gi\u00fap doanh nghi\u1ec7p x\u00e2y d\u1ef1ng v\u00e0 qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u \u0111\u00fang \u0111\u1eafn.<\/p>\n

          Brand Loyalty:\u00a0<\/b>ch\u00ednh l\u00e0 l\u00f2ng trung th\u00e0nh c\u1ee7a kh\u00e1ch h\u00e0ng \u0111\u1ed1i v\u1edbi th\u01b0\u01a1ng hi\u1ec7u. B\u1ea5t c\u1ee9 doanh nghi\u1ec7p n\u00e0o c\u0169ng \u0111\u1ec1u mong mu\u1ed1n c\u00f3 \u0111\u01b0\u1ee3c s\u1ef1 \u1ee7ng h\u1ed9, trung th\u00e0nh c\u1ee7a kh\u00e1ch h\u00e0ng. \u0110\u00e2y ch\u00ednh l\u00e0 ch\u00eca kh\u00f3a th\u00e0nh c\u00f4ng c\u1ee7a doanh nghi\u1ec7p.<\/p>\n

          Brand Equity:<\/b>\u00a0\u0111\u1ec1 c\u1eadp \u0111\u1ebfn gi\u00e1 tr\u1ecb m\u00e0 m\u1ed9t doanh nghi\u1ec7p thu \u0111\u01b0\u1ee3c t\u1eeb s\u1ef1 c\u00f4ng nh\u1eadn t\u00ean tu\u1ed5i c\u1ee7a m\u00ecnh, gi\u00fap h\u1ecd tr\u1edf th\u00e0nh s\u1ef1 l\u1ef1a ch\u1ecdn ph\u1ed5 bi\u1ebfn c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng ngay c\u1ea3 khi so s\u00e1nh v\u1edbi m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u th\u00f4ng th\u01b0\u1eddng c\u00f3 m\u1ee9c gi\u00e1 th\u1ea5p h\u01a1n.<\/p>\n

          Brand Guidelines:\u00a0<\/b>l\u00e0 m\u1ed9t b\u1ea3n h\u01b0\u1edbng d\u1eabn \u0111\u01b0\u1ee3c tr\u00ecnh b\u00e0y d\u01b0\u1edbi d\u1ea1ng m\u1ed9t quy\u1ec3n s\u1ed5. Trong \u0111\u00f3 quy \u0111\u1ecbnh v\u1ec1 vi\u1ec7c s\u1eed d\u1ee5ng c\u00e1c y\u1ebfu t\u1ed1 \u0111\u1ec3 tham gia v\u00e0o vi\u1ec7c qu\u1ea3ng b\u00e1 th\u01b0\u01a1ng hi\u1ec7u nh\u01b0 thi\u1ebft k\u1ebf logo bao b\u00ec, thi\u1ebft k\u1ebf \u1ea5n ph\u1ea9m truy\u1ec1n th\u00f4ng, x\u00e2y d\u1ef1ng website, c\u00e1c chi\u1ebfn d\u1ecbch marketing,\u2026<\/p>\n

          Brand Architecture:\u00a0<\/b>c\u1ea5u tr\u00fac th\u01b0\u01a1ng hi\u1ec7u l\u00e0 c\u00e1ch m\u1ed9t doanh nghi\u1ec7p s\u1eafp x\u1ebfp h\u1ec7 th\u1ed1ng c\u00e1c th\u01b0\u01a1ng hi\u1ec7u con theo 1 trong 2 tr\u01b0\u1eddng ph\u00e1i l\u00e0:<\/p>\n

            \n
          • Branded House:\u00a0<\/b>c\u00e1c th\u01b0\u01a1ng hi\u1ec7u con g\u1eafn li\u1ec1n v\u1edbi th\u01b0\u01a1ng hi\u1ec7u m\u1eb9. V\u00ed d\u1ee5 nh\u01b0 Google c\u00f3 c\u00e1c sub brands l\u00e0 Google calendar, Google map, Google drive,\u2026<\/li>\n<\/ul>\n
              \n
            • House of Brands:\u00a0<\/b>c\u00e1c l\u01b0\u01a1ng hi\u1ec7u con \u0111\u1ed9c l\u1eadp v\u1edbi th\u01b0\u01a1ng hi\u1ec7u m\u1eb9. V\u00ed d\u1ee5 nh\u01b0 P&G c\u00f3 c\u00e1c sub brands l\u00e0 Downy, Tide, Ariel, Pampers,\u2026<\/li>\n<\/ul>\n

              Brand Imagine:\u00a0<\/b>h\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u l\u00e0 to\u00e0n b\u1ed9 nh\u1eefng nh\u1eadn th\u1ee9c, ni\u1ec1m tin, \u1ea5n t\u01b0\u1ee3ng c\u1ee7a kh\u00e1ch h\u00e0ng \u0111\u1ed1i v\u1edbi m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u. V\u00ed d\u1ee5, nh\u1eafc \u0111\u1ebfn Mercedes ng\u01b0\u1eddi ta ngh\u0129 ngay \u0111\u1ebfn h\u00ecnh \u1ea3nh nh\u1eefng d\u00f2ng xe sang tr\u1ecdng, th\u1ec3 hi\u1ec7n \u0111\u1eb3ng c\u1ea5p ng\u01b0\u1eddi s\u1edf h\u1eefu.<\/p>\n","protected":false},"excerpt":{"rendered":"

              1. Qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u (brand management) l\u00e0 g\u00ec? Qu\u1ea3n tr\u1ecb \u0111\u01b0\u1ee3c hi\u1ec3u l\u00e0 m\u1ed9t ti\u1ebfn tr\u00ecnh ho\u1ea1ch \u0111\u1ecbnh, t\u1ed5 ch\u1ee9c, l\u00e3nh \u0111\u1ea1o v\u00e0 ki\u1ec3m so\u00e1t nh\u1eefng ho\u1ea1t \u0111\u1ed9ng b\u00ean trong v\u00e0 b\u00ean ngo\u00e0i t\u1ed5 ch\u1ee9c nh\u1eb1m \u0111\u1ea1t \u0111\u01b0\u1ee3c m\u1ee5c ti\u00eau \u0111\u00e3 \u0111\u1ec1 ra. Th\u01b0\u01a1ng hi\u1ec7u\u00a0l\u00e0 ph\u1ea7n h\u1ed3n c\u1ee7a doanh nghi\u1ec7p, g\u1ed3m nh\u1eefng y\u1ebfu t\u1ed1 […]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[238],"tags":[351],"_links":{"self":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/7553"}],"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\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/comments?post=7553"}],"version-history":[{"count":0,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/7553\/revisions"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=7553"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=7553"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=7553"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}