{"id":7558,"date":"2023-11-29T22:57:20","date_gmt":"2023-11-29T22:57:20","guid":{"rendered":"https:\/\/masterskills.org\/blog\/?p=7558"},"modified":"2023-12-21T14:06:13","modified_gmt":"2023-12-21T07:06:13","slug":"quan-tri-thuong-hieu-yeu-quyet-dinh-thanh-cong-cua-thuong-hieu","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/quan-tri-thuong-hieu-yeu-quyet-dinh-thanh-cong-cua-thuong-hieu.html","title":{"rendered":"Qu\u1ea3n Tr\u1ecb Th\u01b0\u01a1ng Hi\u1ec7u, Y\u1ebfu T\u1ed1 Quy\u1ebft \u0110\u1ecbnh Th\u00e0nh C\u00f4ng C\u1ee7a Th\u01b0\u01a1ng Hi\u1ec7u"},"content":{"rendered":"<p class=\"p3\"><span class=\"s1\"><b>Qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u l\u00e0 m\u1ed9t h\u1ec7 th\u1ed1ng m\u00e0 khi n\u00f3 \u0111\u01b0\u1ee3c x\u00e2y d\u1ef1ng m\u1ed9t c\u00e1ch r\u00f5 r\u00e0ng v\u00e0 b\u00e0i b\u1ea3n, s\u1ebd gi\u00fap ch\u00fang ta c\u00f3 c\u01a1 h\u1ed9i \u0111\u1ed1i chi\u1ebfu v\u00e0 ki\u1ec3m so\u00e1t li\u00ean t\u1ee5c \u0111\u1ebfn t\u1eebng c\u00f4ng \u0111o\u1ea1n nh\u1ecf nh\u1ea5t trong x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u.<\/b><\/span><\/p>\n<p class=\"p3\"><span class=\"s1\">\u0110\u00f3 c\u00f3 th\u1ec3 l\u00e0 m\u1ed7i h\u1ea1ng m\u1ee5c nh\u01b0 c\u00e2u chuy\u1ec7n th\u01b0\u01a1ng hi\u1ec7u, t\u00ednh c\u00e1ch th\u01b0\u01a1ng hi\u1ec7u hay tri\u1ebft l\u00fd v\u1eadn h\u00e0nh. Ho\u1eb7c c\u0169ng c\u00f3 th\u1ec3 l\u00e0 nh\u1eefng kh\u00e1i ni\u1ec7m v\u1edbi \u0111\u1ed9 ph\u1ee7 bao qu\u00e1t h\u01a1n nh\u01b0 linh h\u1ed3n th\u01b0\u01a1ng hi\u1ec7u, n\u1ec1n t\u1ea3ng th\u01b0\u01a1ng hi\u1ec7u hay b\u1ed9 d\u1eef li\u1ec7u x\u00e2y d\u1ef1ng.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p class=\"p3\"><span class=\"s1\">Sau nhi\u1ec1u n\u0103m t\u01b0 v\u1ea5n, tri\u1ec3n khai v\u00e0 tr\u1edf th\u00e0nh m\u1ed9t m\u1ea3nh gh\u00e9p quan tr\u1ecdng trong th\u00e0nh c\u00f4ng c\u1ee7a nhi\u1ec1u doanh nghi\u1ec7p khi x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u, V\u0169 nh\u1eadn ra r\u1eb1ng\u00a0<strong>Qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u<\/strong>\u00a0v\u1eabn c\u00f2n l\u00e0 m\u1ed9t kh\u00e1i ni\u1ec7m t\u01b0\u01a1ng \u0111\u1ed1i m\u01a1 h\u1ed3 v\u00e0 th\u01b0\u1eddng xuy\u00ean b\u1ecb \u0111\u00e1nh gi\u00e1 th\u1ea5p.\u00a0<\/span><\/p>\n<p class=\"p3\"><span class=\"s1\"><strong>Qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u<\/strong>\u00a0kh\u00f4ng ch\u1ec9 t\u1ea1o ra m\u00e0 c\u00f2n cam k\u1ebft t\u00ednh b\u1ec1n v\u1eefng v\u00e0 nh\u1ea5t qu\u00e1n trong qu\u00e1 tr\u00ecnh x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u. H\u00e3y c\u00f9ng nhau \u0111\u1eb7t v\u1ea5n \u0111\u1ec1 r\u1eb1ng, \u0111\u00e2u l\u00e0 y\u1ebfu t\u1ed1 gi\u00fap ng\u01b0\u1eddi ti\u00eau d\u00f9ng g\u1ea7n nh\u01b0 ngay l\u1eadp t\u1ee9c c\u00f3 thi\u1ec7n c\u1ea3m v\u00e0 b\u1ecb \u1ea5n t\u01b0\u1ee3ng v\u1edbi th\u01b0\u01a1ng hi\u1ec7u? C\u00f3 ph\u1ea3i l\u00e0 v\u00e0i gi\u00e1 tr\u1ecb c\u1ed1t l\u00f5i m\u00e0 h\u1ecd ch\u1ec9 c\u00f3 th\u1ec3 ki\u1ec3m ch\u1ee9ng sau th\u1eddi gian \u0111\u1ee7 l\u00e2u s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5? Hay m\u1ed9t n\u1ed9i dung g\u00e2y s\u1ed1c m\u00e0 doanh nghi\u1ec7p t\u1ef1 tin r\u1eb1ng c\u00f3 th\u1ec3 thuy\u1ebft ph\u1ee5c kh\u00e1ch h\u00e0ng c\u1ee7a m\u00ecnh ngay t\u1eeb nh\u1eefng c\u00e2u ch\u1eef \u0111\u1ea7u ti\u00ean?\u00a0<\/span><\/p>\n<p class=\"p3\"><span class=\"s1\">C\u00e2u tr\u1ea3 l\u1eddi d\u0129 nhi\u00ean l\u00e0 kh\u00f4ng, m\u00e0 \u0111\u00f3 ph\u1ea3i l\u00e0 m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3 gi\u1eef \u0111\u00fang l\u1eddi h\u1ee9a c\u1ee7a m\u00ecnh. Qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c x\u00e2y d\u1ef1ng v\u00e0 c\u1ee7ng c\u1ed1 c\u0169ng ch\u00ednh l\u00e0 \u0111\u1ec3 ph\u1ee5c v\u1ee5 cho m\u1ee5c ti\u00eau quan tr\u1ecdng \u0111\u00f3.<\/span><\/p>\n<h2 id=\"ftoc-heading-1\" class=\"p4 ftwp-heading\"><b>Qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u \u1edf \u0111\u00e2u trong b\u1ed9 kh\u00e1i ni\u1ec7m th\u01b0\u01a1ng hi\u1ec7u?<\/b><\/h2>\n<p class=\"p3\"><span class=\"s1\">Kh\u00f4ng \u00edt ng\u01b0\u1eddi \u0111ang b\u1ecb \u201cr\u1ed1i lo\u1ea1n ki\u1ebfn th\u1ee9c\u201d gi\u1eefa m\u1ed9t ma tr\u1eadn c\u00e1c kh\u00e1i ni\u1ec7m v\u1ec1\u00a0x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u. T\u1eeb linh h\u1ed3n th\u01b0\u01a1ng hi\u1ec7u Brand DNA, n\u1ec1n t\u1ea3ng th\u01b0\u01a1ng hi\u1ec7u Brand Platform, cho \u0111\u1ebfn d\u1eef li\u1ec7u x\u00e2y d\u1ef1ng Brand Guidelines v\u00e0 b\u00e2y gi\u1edd l\u00e0 Qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u. D\u1eabu sao th\u00ec \u0111\u00e2y \u0111\u1ec1u l\u00e0 nh\u1eefng kh\u00e1i ni\u1ec7m ho\u00e0n to\u00e0n ri\u00eang bi\u1ec7t, d\u00f9 ch\u00fang c\u00f3 t\u00ednh t\u01b0\u01a1ng \u0111\u1ed1i n\u1ebfu ch\u1ec9 nh\u00ecn v\u00e0o t\u00ednh ch\u1ea5t nh\u01b0ng v\u1eabn c\u00f2n \u0111\u00f3 m\u1ed9t s\u1ed1 \u0111\u1eb7c th\u00f9 v\u00f4 c\u00f9ng n\u1ed5i b\u1eadt.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p class=\"p3\"><span class=\"s1\">Trong khi Brand DNA \u0111\u01b0\u1ee3c x\u00e1c \u0111\u1ecbnh v\u00e0 \u1ee9ng d\u1ee5ng ngay sau qu\u00e1 tr\u00ecnh t\u1ed5ng h\u1ee3p b\u1ed9 d\u1eef li\u1ec7u th\u01b0\u01a1ng hi\u1ec7u, c\u00f2n Brand Guidelines l\u1ea1i l\u00e0 m\u1ed9t s\u1ef1 v\u1eadt h\u1eefu h\u00ecnh \u0111\u00f3ng vai tr\u00f2 h\u1ed7 tr\u1ee3 \u0111\u1ed9i ng\u0169 thi\u1ebft k\u1ebf v\u00e0 s\u00e1ng t\u1ea1o n\u1ed9i dung trong su\u1ed1t qu\u00e1 tr\u00ecnh x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u, th\u00ec ch\u1ec9 c\u00f2n Brand Platform l\u00e0 kh\u00e1i ni\u1ec7m v\u1eeba g\u1ea7n g\u0169i nh\u01b0ng c\u0169ng v\u1eeba d\u1ec5 g\u00e2y nh\u1ea7m l\u1eabn khi \u0111\u1eb7t c\u1ea1nh Qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u. \u0110i\u1ec3m kh\u00e1c nhau g\u1ea7n nh\u01b0 l\u00e0 duy nh\u1ea5t gi\u1eefa n\u1ec1n t\u1ea3ng v\u00e0 qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u, \u0111\u00f3 ch\u00ednh l\u00e0 t\u00ednh li\u00ean t\u1ee5c trong \u1ee9ng d\u1ee5ng c\u1ee7a c\u1ea3 hai kh\u00e1i ni\u1ec7m n\u00e0y.<\/span><\/p>\n<h2 id=\"ftoc-heading-2\" class=\"ftwp-heading\"><b>Kh\u00e1c bi\u1ec7t gi\u1eefa Brand platform v\u00e0 Qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u<\/b><\/h2>\n<p class=\"p3\"><span class=\"s1\">V\u0169 lu\u00f4n so s\u00e1nh kh\u00e1i ni\u1ec7m Brand Platform v\u1edbi h\u00ecnh \u1ea3nh m\u1ed9t ng\u01b0\u1eddi ch\u1ee7 \u0111\u1ea7u t\u01b0 \u0111\u1ee9ng nh\u00ecn d\u1ef1 \u00e1n c\u1ee7a m\u00ecnh t\u1eeb b\u00ean ngo\u00e0i, m\u1ed9t c\u00e1ch t\u1ed5ng qu\u00e1t v\u00e0 c\u00f3 h\u1ec7 th\u1ed1ng nh\u1ea5t \u0111\u1ec3 ph\u1ee5c v\u1ee5 cho qu\u00e1 tr\u00ecnh nghi\u1ec7m thu c\u00f4ng tr\u00ecnh. C\u0169ng nh\u01b0 v\u1eady, Brand Platform mang \u0111\u1ebfn cho doanh nghi\u1ec7p c\u01a1 h\u1ed9i ki\u1ec3m so\u00e1t v\u00e0 \u0111\u1ea3m b\u1ea3o qu\u00e1 tr\u00ecnh x\u00e2y d\u1ef1ng\u00a0chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u\u00a0\u0111i \u0111\u00fang h\u01b0\u1edbng, t\u00f4n tr\u1ecdng Brand DNA v\u1edbi nh\u00e2n t\u1ed1 ch\u1ee7 ch\u1ed1t l\u00e0 Tri\u1ebft l\u00fd v\u1eadn h\u00e0nh Brand Essence.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p class=\"p3\"><span class=\"s1\">Qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u th\u00ec kh\u00f4ng ch\u1ec9 d\u1eebng l\u1ea1i \u1edf kh\u1ea3 n\u0103ng ki\u1ec3m so\u00e1t, m\u00e0 c\u00f2n t\u1ea1o \u0111i\u1ec1u ki\u1ec7n \u0111\u1ec3 t\u1eebng m\u1eaft x\u00edch nh\u1ecf nh\u1ea5t trong quy tr\u00ecnh x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3 t\u1ef1 can thi\u1ec7p, \u0111i\u1ec1u ch\u1ec9nh v\u00e0 ph\u00e1t tri\u1ec3n chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u theo nhi\u1ec1u ph\u01b0\u01a1ng \u00e1n m\u1edbi.\u00a0<\/span><\/p>\n<p class=\"p3\"><span class=\"s1\">C\u00f3 th\u1ec3 xem n\u1ec1n t\u1ea3ng th\u01b0\u01a1ng hi\u1ec7u v\u00e0 qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u gi\u1ed1ng nh\u01b0 c\u1ea3m x\u00fac \u1edf th\u1ec3 c\u1ea3m t\u00ednh v\u00e0 l\u00fd t\u00ednh. C\u1ea3m x\u00fac c\u1ea3m t\u00ednh t\u01b0\u01a1ng \u1ee9ng v\u1edbi Brand Platform \u0111\u00f2i h\u1ecfi \u0111\u00e1nh gi\u00e1 t\u1ed5ng qu\u00e1t nh\u1ea5t b\u1eb1ng nhi\u1ec1u gi\u00e1c quan, trong khi c\u1ea3m x\u00fac l\u00fd t\u00ednh t\u01b0\u01a1ng \u1ee9ng v\u1edbi Qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u \u2013 \u0111i s\u00e2u v\u00e0o b\u1ea3n ch\u1ea5t c\u1ee7a s\u1ef1 v\u1eadt, hi\u1ec7n t\u01b0\u1ee3ng \u0111\u1ec3 c\u00f3 \u0111\u01b0\u1ee3c nh\u1eefng ph\u00e2n t\u00edch v\u00e0 h\u00e0nh vi ph\u00f9 h\u1ee3p.<\/span><\/p>\n<h2 id=\"ftoc-heading-3\" class=\"ftwp-heading\"><b>Qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u l\u00e0 nhi\u1ec7m v\u1ee5 c\u1ee7a ai?<\/b><\/h2>\n<p class=\"p3\"><span class=\"s1\">Khi doanh nghi\u1ec7p v\u00e0 t\u1ea7m v\u00f3c th\u01b0\u01a1ng hi\u1ec7u ph\u00e1t tri\u1ec3n ng\u00e0y m\u1ed9t v\u01b0\u1ee3t b\u1eadc, s\u1ef1 ph\u00e2n nh\u00e1nh \u0111\u1ec3 ph\u00e1t tri\u1ec3n th\u00eam c\u00e1c th\u01b0\u01a1ng hi\u1ec7u con l\u00e0 vi\u1ec5n c\u1ea3nh v\u00f4 c\u00f9ng th\u1ef1c t\u1ebf, m\u00e0 b\u1ea5t c\u1ee9 m\u1ed9t nh\u00e0 qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u n\u00e0o c\u0169ng s\u1ebd tr\u1ea3i qua. M\u1ed7i th\u01b0\u01a1ng hi\u1ec7u con l\u1ea1i k\u00e9o theo s\u1ef1 xu\u1ea5t hi\u1ec7n c\u1ee7a nhi\u1ec1u s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 m\u1edbi, d\u1eabn \u0111\u1ebfn c\u1ea5u tr\u00fac th\u01b0\u01a1ng hi\u1ec7u li\u00ean t\u1ee5c chuy\u1ec3n m\u00ecnh v\u00e0 Qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u l\u1ea1i c\u00e0ng ch\u1ee9ng t\u1ecf \u0111\u01b0\u1ee3c t\u1ea7m quan tr\u1ecdng c\u1ee7a m\u00ecnh trong x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u.<\/span><\/p>\n<p class=\"p3\"><span class=\"s1\">Brand Manager d\u0129 nhi\u00ean s\u1ebd l\u00e0 nh\u1eefng \u0111\u1ea7u t\u00e0u tr\u00ean ch\u1eb7ng \u0111\u01b0\u1eddng qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u, v\u1edbi kh\u1ea3 n\u0103ng ki\u1ec3m so\u00e1t t\u1ed1t t\u1eebng th\u01b0\u01a1ng hi\u1ec7u con \u0111\u00e3 ph\u00e2n nh\u00e1nh v\u00e0 ng\u01b0\u1ee3c l\u1ea1i, t\u1ea1o ra m\u1ed1i li\u00ean k\u1ebft b\u1ec1n v\u1eefng gi\u1eefa ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u1edbi s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 \u0111\u01b0\u1ee3c cung c\u1ea5p b\u1edfi nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u con. \u0110\u1ea3m b\u1ea3o sao cho m\u1ed7i th\u01b0\u01a1ng hi\u1ec7u con kh\u00f4ng t\u1ea1o ra nh\u1eefng t\u00e1c \u0111\u1ed9ng ti\u00eau c\u1ef1c \u0111\u1ebfn c\u00e1c th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ed3ng c\u1ea5p ho\u1eb7c th\u01b0\u01a1ng hi\u1ec7u ch\u1ee7 l\u1ef1c, \u0111\u1ed3ng th\u1eddi doanh thu v\u00e0 n\u0103ng l\u1ef1c s\u1ea3n xu\u1ea5t c\u1ee7a c\u00e1c nh\u00e3n hi\u1ec7u \u0111\u01a1n l\u1ebb c\u0169ng kh\u00f4ng l\u00e0m gi\u1ea3m s\u00fat v\u1ecb th\u1ebf th\u1ecb tr\u01b0\u1eddng c\u1ee7a nh\u1eefng nh\u00e3n hi\u1ec7u s\u1eb5n c\u00f3.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p class=\"p3\"><span class=\"s1\">Nh\u01b0ng ch\u1ec9 Brand Manager th\u00f4i l\u00e0 ch\u01b0a \u0111\u1ee7, b\u1edfi Qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u l\u00e0 m\u1ed9t kh\u00e1i ni\u1ec7m c\u00f2n r\u1ed9ng l\u1edbn h\u01a1n c\u1ea3 Brand DNA hay Brand Guidelines v\u00e0 v\u00ec v\u1eady, x\u00e2y d\u1ef1ng h\u1ec7 th\u1ed1ng qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u \u0111\u00f2i h\u1ecfi s\u1ef1 hi\u1ec7n di\u1ec7n c\u1ee7a m\u1ed9t \u0111\u1ed9i ng\u0169 ho\u1eb7c c\u00e1 nh\u00e2n th\u1eadt s\u1ef1 c\u00f3 hi\u1ec3u bi\u1ebft v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u. Hi\u1ec3u \u1edf \u0111\u00e2y kh\u00f4ng ch\u1ec9 l\u00e0 ki\u1ebfn th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u, m\u00e0 quan tr\u1ecdng h\u01a1n c\u1ea3 c\u00f2n l\u00e0 s\u1ef1 th\u1ea5u hi\u1ec3u m\u00e0 ch\u1ec9 nh\u1eefng ng\u01b0\u1eddi \u0111\u00e3 d\u1ed3n h\u1ebft t\u00e2m huy\u1ebft v\u00e0o c\u00f4ng cu\u1ed9c g\u1ea7y d\u1ef1ng doanh nghi\u1ec7p m\u1edbi c\u00f3 \u0111\u01b0\u1ee3c.<\/span><\/p>\n<p class=\"p3\"><span class=\"s1\">\u0110\u00f3 l\u00e0 l\u00fd do v\u00ec sao V\u0169 mu\u1ed1n chia s\u1ebb r\u1eb1ng, nh\u1eefng nh\u00e0 \u0111\u1ed3ng s\u00e1ng l\u1eadp doanh nghi\u1ec7p v\u00e0 th\u01b0\u01a1ng hi\u1ec7u c\u0169ng c\u1ea7n ph\u1ea3i tham gia v\u00e0o qu\u00e1 tr\u00ecnh n\u00e0y. T\u1ef1 tay vi\u1ebft n\u00ean h\u1ec7 th\u1ed1ng qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u b\u00ean c\u1ea1nh s\u1ef1 \u0111\u1ed3ng h\u00e0nh c\u1ee7a m\u1ed9t Brand Manager, b\u1eb1ng ch\u00ednh s\u1ef1 th\u1ea5u hi\u1ec3u v\u00e0 t\u00e2m huy\u1ebft c\u1ee7a b\u1ea3n th\u00e2n ngay t\u1eeb nh\u1eefng bu\u1ed5i \u0111\u1ea7u ho\u1ea1t \u0111\u1ed9ng.<\/span><\/p>\n<h2 id=\"ftoc-heading-4\" class=\"p4 ftwp-heading\"><b>Qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u ph\u00f9 h\u1ee3p v\u1edbi m\u00f4 h\u00ecnh doanh nghi\u1ec7p n\u00e0o?<\/b><\/h2>\n<p class=\"p3\"><span class=\"s1\">C\u1ea7n kh\u1eb3ng \u0111\u1ecbnh r\u1eb1ng Qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u kh\u00f4ng h\u1ec1 mang \u0111\u1ebfn b\u1ea5t c\u1ee9 m\u1ed9t t\u00e1c \u0111\u1ed9ng ti\u00eau c\u1ef1c n\u00e0o, \u0111\u1ed1i v\u1edbi m\u1ecdi m\u00f4 h\u00ecnh kinh doanh v\u00e0 c\u1ea5u tr\u00fac th\u01b0\u01a1ng hi\u1ec7u kh\u00e1c nhau. V\u1ea5n \u0111\u1ec1 gi\u1edd \u0111\u00e2y ch\u1ec9 l\u00e0 \u0111\u1ed1i v\u1edbi c\u1ea5u tr\u00fac th\u01b0\u01a1ng hi\u1ec7u n\u00e0o, th\u00ec qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u s\u1ebd c\u00f3 \u201cnhi\u1ec1u \u0111\u1ea5t di\u1ec5n\u201d h\u01a1n v\u00e0 ch\u1ee9ng t\u1ecf \u0111\u01b0\u1ee3c to\u00e0n b\u1ed9 nh\u1eefng gi\u00e1 tr\u1ecb th\u1ef1c ti\u1ec5n c\u1ee7a m\u00ecnh.\u00a0<\/span><\/p>\n<p class=\"p3\"><span class=\"s1\">\u1ee8ng d\u1ee5ng qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u gi\u00fap cho nh\u1eefng ng\u01b0\u1eddi l\u00e0m chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u c\u00f3 s\u1eb5n \u0111\u1ecbnh h\u01b0\u1edbng, m\u1ee5c ti\u00eau v\u00e0 y\u00eau c\u1ea7u t\u1ed1i thi\u1ec3u c\u1ea7n tu\u00e2n th\u1ee7 trong qu\u00e1 tr\u00ecnh x\u00e2y d\u1ef1ng. Khi \u0111\u00f3 t\u00ednh \u0111\u1ed3ng b\u1ed9 hay \u0111\u1ed9c l\u1eadp c\u1ee7a t\u1eebng nh\u00e3n hi\u1ec7u con \u0111\u1ed1i v\u1edbi th\u01b0\u01a1ng hi\u1ec7u ch\u1ee7 l\u1ef1c ch\u00ednh l\u00e0 y\u1ebfu t\u1ed1 ti\u00ean quy\u1ebft, nh\u1eb1m \u0111\u00e1nh gi\u00e1 m\u1ee9c \u0111\u1ed9 ph\u00f9 h\u1ee3p c\u1ee7a c\u1ea5u tr\u00fac th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ed1i v\u1edbi kh\u00e1i ni\u1ec7m Qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p class=\"p3\"><span class=\"s1\">L\u1ea5y v\u00ed d\u1ee5 c\u1ee7a m\u00f4 h\u00ecnh doanh nghi\u1ec7p Holding Company, v\u1edbi t\u1eebng th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c ph\u00e1t tri\u1ec3n \u0111\u1ed9c l\u1eadp v\u00e0 kh\u00f4ng li\u00ean \u0111\u1edbi v\u1edbi nhau trong qu\u00e1 tr\u00ecnh x\u00e2y d\u1ef1ng c\u0169ng nh\u01b0 ph\u00e1t tri\u1ec3n. \u0110i\u1ec3m y\u1ebfu c\u1ee7a m\u00f4 h\u00ecnh n\u00e0y l\u00e0 g\u1ea7n nh\u01b0 kh\u00f4ng t\u1ed3n t\u1ea1i t\u00ednh b\u1ec1n ch\u1eb7t trong ph\u00e1t tri\u1ec3n c\u1ee7a c\u00e1c nh\u00e3n hi\u1ec7u v\u1edbi nhau, v\u00e0 v\u00ec th\u1ebf \u1ee9ng d\u1ee5ng Qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c xem l\u00e0 m\u1ed9t b\u01b0\u1edbc \u0111i kh\u00f4n ngoan \u0111\u1ed1i v\u1edbi c\u1ea5u tr\u00fac th\u01b0\u01a1ng hi\u1ec7u ki\u1ec3u nh\u01b0 th\u1ebf n\u00e0y.<\/span><\/p>\n<p class=\"p3\"><span class=\"s1\">Tr\u00e1i ng\u01b0\u1ee3c v\u1edbi \u0111\u00f3, nh\u1eefng doanh nghi\u1ec7p ho\u1ea1t \u0111\u1ed9ng v\u1edbi c\u1ea5u tr\u00fac th\u01b0\u01a1ng hi\u1ec7u Master Brand th\u01b0\u1eddng s\u1ebd kh\u00f4ng m\u1eb7n m\u00e0 v\u1edbi qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u. B\u1edfi h\u1ecd s\u1eb5n c\u00f3 s\u1ee9c m\u1ea1nh t\u1ed5ng th\u1ec3 c\u1ee7a m\u1ecdi th\u01b0\u01a1ng hi\u1ec7u v\u1edbi nhau, th\u01b0\u01a1ng hi\u1ec7u n\u00e0y c\u00f3 \u00edt nhi\u1ec1u \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn th\u01b0\u01a1ng hi\u1ec7u kia v\u00e0 v\u00ec v\u1eady, th\u1ee9 m\u00e0 nh\u1eefng doanh nghi\u1ec7p \u0111i theo \u0111\u1ecbnh h\u01b0\u1edbng master brand c\u1ea7n ch\u1ec9 l\u00e0 m\u1ed9t guidelines chung trong qu\u00e1 tr\u00ecnh x\u00e2y d\u1ef1ng chi\u1ebfn l\u01b0\u1ee3c.<\/span><\/p>\n<h2 id=\"ftoc-heading-5\" class=\"ftwp-heading\"><b>Ba y\u1ebfu t\u1ed1 quy\u1ebft \u0111\u1ecbnh qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u th\u00e0nh c\u00f4ng<\/b><\/h2>\n<p class=\"p3\"><span class=\"s1\">D\u00f9 l\u00e0 m\u1ed9t kh\u00e1i ni\u1ec7m mang t\u00ednh h\u1ec7 th\u1ed1ng v\u00e0 n\u1ec1n t\u1ea3ng nh\u01b0ng c\u0169ng gi\u1ed1ng nh\u01b0 Brand Platform hay Brand DNA, qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u Qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u c\u0169ng c\u00f3 nh\u1eefng y\u1ebfu t\u1ed1 \u0111\u00f3ng vai tr\u00f2 l\u00e0m c\u01a1 s\u1edf \u0111\u1ec3 ph\u1ee5c v\u1ee5 cho qu\u00e1 tr\u00ecnh x\u00e2y d\u1ef1ng. \u0110\u1ed1i v\u1edbi Qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u th\u00ec nh\u1eefng \u201cv\u1ec7 tinh\u201d xung quanh n\u00f3 bao g\u1ed3m:<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><b><\/b><span class=\"s1\"><b>Brand Equity (t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u)<br \/>\n<\/b><\/span><\/h3>\n<p class=\"p3\"><span class=\"s1\">N\u1ebfu nh\u01b0 xem to\u00e0n b\u1ed9 gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u l\u00e0 m\u1ed9t m\u00f3n t\u00e0i s\u1ea3n \u0111\u00fang ngh\u0129a, th\u00ec t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u ch\u00ednh l\u00e0 k\u1ebft qu\u1ea3 c\u1ee7a s\u1ef1 \u0111\u1ea7u t\u01b0 khi doanh nghi\u1ec7p ch\u1ea5p nh\u1eadn chi tr\u1ea3 m\u1ed9t s\u1ed1 ti\u1ec1n nh\u1ea5t \u0111\u1ecbnh, nh\u1eb1m \u0111\u1ed5i l\u1ea5y nh\u1eefng gi\u00e1 tr\u1ecb sinh l\u00e3i b\u1eb1ng c\u00e1ch thu v\u1ec1 nh\u1eefng k\u1ebft qu\u1ea3 t\u00edch c\u1ef1c cho m\u00f4 h\u00ecnh kinh doanh. Trong c\u00f9ng m\u1ed9t ch\u1ea5t l\u01b0\u1ee3ng v\u00e0 ph\u00e2n kh\u00fac s\u1ea3n ph\u1ea9m n\u1ebfu th\u01b0\u01a1ng hi\u1ec7u n\u00e0o t\u1ef1 tin chinh ph\u1ee5c kh\u00e1ch h\u00e0ng v\u1edbi m\u1ee9c gi\u00e1 cao h\u01a1n, th\u00ec \u0111\u1ed9 ch\u00eanh l\u1ec7ch v\u1ec1 gi\u00e1 \u0111\u00f3 s\u1ebd \u0111\u00f3ng vai tr\u00f2 th\u1ec3 hi\u1ec7n t\u00e0i s\u1ea3n c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u.\u00a0<\/span><\/p>\n<p class=\"p3\"><span class=\"s1\">B\u1eaft \u0111\u1ea7u t\u1eeb nh\u1eadn bi\u1ebft v\u00e0 nh\u1eadn th\u1ee9c c\u1ee7a kh\u00e1ch h\u00e0ng v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u \u0111\u00f3, ti\u1ebfp n\u1ed1i b\u1eb1ng s\u1ef1 h\u00e0i l\u00f2ng khi chi ti\u1ec1n s\u1edf h\u1eefu v\u00e0 tr\u1ea3i nghi\u1ec7m s\u1ea3n ph\u1ea9m, v\u00e0 k\u1ebft th\u00fac b\u1eb1ng l\u00f2ng trung th\u00e0nh th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c x\u00e2y ch\u1eafc v\u1ec1 sau. Khi \u0111\u00f3 v\u1edbi c\u00f9ng m\u1ed9t ngu\u1ed3n v\u1ed1n, nh\u00e2n l\u1ef1c v\u00e0 th\u1eddi gian \u0111\u1ea7u t\u01b0 cho m\u1ed9t chi\u1ebfn d\u1ecbch qu\u1ea3ng c\u00e1o hay b\u00e1n h\u00e0ng, th\u01b0\u01a1ng hi\u1ec7u s\u1edf h\u1eefu Brand Equity \u0111\u1ee7 t\u1ed1t s\u1ebd thu l\u1ea1i \u0111\u01b0\u1ee3c k\u1ebft qu\u1ea3 cao h\u01a1n v\u00e0 doanh thu l\u1edbn h\u01a1n.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><b><\/b><span class=\"s1\"><b>Brand Recognition (nh\u1eadn bi\u1ebft th\u01b0\u01a1ng hi\u1ec7u)<br \/>\n<\/b><\/span><\/h3>\n<p class=\"p3\"><span class=\"s1\">Brand Recognition th\u01b0\u1eddng hay b\u1ecb nh\u1ea7m l\u1eabn v\u1edbi m\u1ed9t kh\u00e1i ni\u1ec7m kh\u00e1c t\u01b0\u01a1ng \u0111\u1ed1i ph\u1ed5 bi\u1ebfn h\u01a1n, ch\u00ednh l\u00e0 Brand Awareness (nh\u1eadn th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u). Tuy v\u1eady c\u1ea7n l\u00e0m r\u00f5 v\u1edbi nhau r\u1eb1ng, nh\u1eadn th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u ch\u00ednh l\u00e0 k\u1ebft qu\u1ea3 c\u1ee7a nh\u1eadn bi\u1ebft th\u01b0\u01a1ng hi\u1ec7u. B\u1edfi nh\u1eadn th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u ch\u00ednh l\u00e0 x\u00e2y d\u1ef1ng \u0111\u01b0\u1ee3c m\u1ed1i d\u00e2y li\u00ean k\u1ebft gi\u1eefa kh\u00e1ch h\u00e0ng v\u1edbi ch\u1ea5t l\u01b0\u1ee3ng c\u1ee7a s\u1ea3n ph\u1ea9m, uy t\u00edn c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u v\u00e0 v\u0103n ho\u00e1 c\u1ee7a m\u1ed9t doanh nghi\u1ec7p.<\/span><\/p>\n<p class=\"p3\"><span class=\"s1\">Trong khi \u0111\u00f3 nh\u1eadn bi\u1ebft th\u01b0\u01a1ng hi\u1ec7u l\u1ea1i l\u00e0 m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c b\u1eb1ng h\u00ecnh \u1ea3nh v\u00e0 l\u1eddi n\u00f3i, \u0111\u1ec3 \u0111\u1ea3m b\u1ea3o chi\u1ebfn l\u01b0\u1ee3c\u00a0truy\u1ec1n th\u00f4ng th\u01b0\u01a1ng hi\u1ec7u\u00a0v\u1eabn \u0111ang \u0111i \u0111\u00fang h\u01b0\u1edbng v\u00e0 th\u00f4ng qua \u0111\u00f3, nhanh ch\u00f3ng x\u00e2y d\u1ef1ng \u0111\u01b0\u1ee3c nh\u1eadn th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u t\u1eeb ph\u00eda kh\u00e1ch h\u00e0ng.\u00a0<\/span><\/p>\n<p class=\"p3\"><span class=\"s1\">Brand Recognition v\u1ec1 c\u01a1 b\u1ea3n ch\u00ednh l\u00e0 nh\u1eefng d\u1ea5u hi\u1ec7u b\u1ec1 ngo\u00e0i gi\u00fap ng\u01b0\u1eddi ti\u00eau d\u00f9ng d\u1ec5 d\u00e0ng nh\u1eadn ra th\u01b0\u01a1ng hi\u1ec7u, ngay t\u1eeb nh\u1eefng \u1ea5n t\u01b0\u1ee3ng ban \u0111\u1ea7u v\u1ec1 m\u1eb7t th\u1ecb gi\u00e1c v\u00e0 ng\u00f4n ng\u1eef truy\u1ec1n th\u00f4ng. Th\u1eadm ch\u00ed khi \u0111\u01b0\u1ee3c x\u00e2y d\u1ef1ng t\u1ed1t th\u00ec nh\u1eadn bi\u1ebft th\u01b0\u01a1ng hi\u1ec7u c\u00f2n khi\u1ebfn kh\u00e1ch h\u00e0ng t\u1ef1 m\u00ecnh thay \u0111\u1ed5i nh\u1eefng kh\u00e1i ni\u1ec7m truy\u1ec1n th\u1ed1ng, \u0111\u1ec3 chuy\u1ec3n sang s\u1eed d\u1ee5ng ng\u00f4n ng\u1eef l\u1eddi n\u00f3i v\u1edbi \u00edt nhi\u1ec1u nh\u1eefng s\u1ef1 li\u00ean quan \u0111\u1ebfn th\u01b0\u01a1ng hi\u1ec7u \u0111\u00f3 m\u1ed9t c\u00e1ch v\u00f4 th\u1ee9c.<\/span><\/p>\n<p class=\"p3\"><span class=\"s1\">M\u1ed9t s\u1ed1 v\u00ed d\u1ee5 \u0111i\u1ec3n h\u00ecnh c\u1ee7a Brand Recognition nh\u01b0 khi b\u1ea1n c\u1ea7n t\u00ecm ki\u1ebfm m\u1ed9t th\u00f4ng tin n\u00e0o \u0111\u00f3, b\u1ea1n s\u1ebd n\u00f3i r\u1eb1ng \u201c\u0111\u1ec3 m\u00ecnh Google\u201d thay v\u00ec \u201c\u0111\u1ec3 m\u00ecnh t\u00ecm hi\u1ec3u th\u00eam.\u201d Hay khi r\u1ee7 r\u00ea h\u1ed9i b\u1ea1n th\u00e2n g\u1ecdi video call, th\u01b0\u1eddng ch\u00fang ta s\u1ebd n\u00f3i r\u1eb1ng \u201cFacetime nh\u00e9\u201d thay v\u00ec \u201cvideo call nh\u00e9.\u201d<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><b><\/b><span class=\"s1\"><b>Brand Loyalty (trung th\u00e0nh th\u01b0\u01a1ng hi\u1ec7u)<br \/>\n<\/b><\/span><\/h3>\n<p class=\"p3\"><span class=\"s1\">Ph\u1ea7n l\u1edbn nh\u1eefng ng\u01b0\u1eddi m\u1edbi l\u00e0m quen v\u1edbi qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u s\u1ebd nh\u1ea7m l\u1eabn gi\u1eefa hai kh\u00e1i ni\u1ec7m, \u0111\u00f3 l\u00e0 trung th\u00e0nh kh\u00e1ch h\u00e0ng (customer loyalty) v\u00e0 trung th\u00e0nh th\u01b0\u01a1ng hi\u1ec7u (brand loyalty). \u0110i\u1ec3m kh\u00e1c nhau l\u1edbn nh\u1ea5t gi\u1eefa ch\u00fang l\u00e0 trong khi trung th\u00e0nh kh\u00e1ch h\u00e0ng l\u1ea5y tr\u1ecdng t\u00e2m l\u00e0 t\u00fai ti\u1ec1n c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng, li\u00ean quan m\u1eadt thi\u1ebft \u0111\u1ebfn gi\u00e1 th\u00e0nh r\u1ebb v\u00e0 ch\u01b0\u01a1ng tr\u00ecnh khuy\u1ebfn m\u00e3i \u0111\u1ec3 l\u00f4i k\u00e9o s\u1ee9c mua th\u00ec trung th\u00e0nh th\u01b0\u01a1ng hi\u1ec7u l\u1ea1i kh\u00f4ng gi\u1ed1ng nh\u01b0 v\u1eady.<\/span><\/p>\n<p class=\"p3\"><span class=\"s1\">Trung th\u00e0nh th\u01b0\u01a1ng hi\u1ec7u t\u1eadp trung v\u00e0o nh\u1eefng gi\u00e1 tr\u1ecb li\u00ean quan \u0111\u1ebfn tr\u1ea3i nghi\u1ec7m s\u1ea3n ph\u1ea9m nhi\u1ec1u h\u01a1n, \u0111\u1ec3 d\u00f9 kh\u00f4ng ph\u1ea3i tham gia cu\u1ed9c \u0111ua gi\u00e1 th\u00e0nh hay c\u1ea3 khi \u0111\u1ecbnh gi\u00e1 s\u1ea3n ph\u1ea9m cao nh\u1ea5t th\u1ecb tr\u01b0\u1eddng, th\u01b0\u01a1ng hi\u1ec7u v\u1eabn gi\u1eef ch\u00e2n \u0111\u01b0\u1ee3c kh\u00e1ch h\u00e0ng m\u00e0 kh\u00f4ng c\u1ea7n ti\u00eau t\u1ed1n qu\u00e1 nhi\u1ec1u c\u00f4ng s\u1ee9c hay th\u1eddi gian. Khi x\u00e2y d\u1ef1ng qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u l\u1ea5y y\u1ebfu t\u1ed1 gi\u00e1 th\u00e0nh l\u00e0m c\u1ed1t l\u00f5i, th\u01b0\u01a1ng hi\u1ec7u kh\u00f4ng bao gi\u1edd \u0111\u1ea3m b\u1ea3o r\u1eb1ng m\u00ecnh \u0111ang b\u00e1n s\u1ea3n ph\u1ea9m v\u1edbi gi\u00e1 t\u1ed1t nh\u1ea5t, k\u00e8m theo nh\u1eefng ch\u01b0\u01a1ng tr\u00ecnh khuy\u1ebfn m\u00e3i h\u1ea5p d\u1eabn h\u01a1n so v\u1edbi ch\u00ednh \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh.<\/span><\/p>\n<p class=\"p3\"><span class=\"s1\">\u1ede chi\u1ec1u ng\u01b0\u1ee3c l\u1ea1i kh\u00e1ch h\u00e0ng c\u1ee7a nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u theo \u0111u\u1ed5i Brand Loyalty th\u01b0\u1eddng c\u00f3 xu h\u01b0\u1edbng mua s\u1eafm \u00edt h\u01a1n, chi ti\u00eau v\u1edbi t\u1ea7n su\u1ea5t th\u1ea5p h\u01a1n nh\u01b0ng s\u1eb5n s\u00e0ng chi tr\u1ea3 nhi\u1ec1u h\u01a1n d\u00f9 v\u1eabn c\u00f2n nhi\u1ec1u t\u00f9y ch\u1ecdn kh\u00e1c c\u00f9ng ph\u00e2n kh\u00fac v\u1edbi gi\u00e1 th\u00e0nh ph\u1ea3i ch\u0103ng \u1edf tr\u00ean th\u1ecb tr\u01b0\u1eddng.<\/span><\/p>\n<h2 id=\"ftoc-heading-6\" class=\"ftwp-heading\"><b>Case study Qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u \u2013 Orizonia (T\u00e2y Ban Nha)<\/b><\/h2>\n<p class=\"p3\"><span class=\"s1\">Orizonia l\u00e0 m\u1ed9t t\u1eadp \u0111o\u00e0n du l\u1ecbch l\u1eef h\u00e0nh n\u1ed5i ti\u1ebfng t\u1ea1i T\u00e2y Ban Nha, nhi\u1ec1u n\u0103m li\u00ean t\u1ee5c n\u1eb1m trong top 3 c\u00e1c th\u01b0\u01a1ng hi\u1ec7u du l\u1ecbch \u0111\u01b0\u1ee3c bi\u1ebft \u0111\u1ebfn nhi\u1ec1u nh\u1ea5t t\u1ea1i x\u1ee9 s\u1edf B\u00f2 T\u00f3t. Kh\u00f4ng ch\u1ec9 g\u00f3i g\u1ecdn trong ho\u1ea1t \u0111\u1ed9ng du l\u1ecbch \u0111\u01a1n thu\u1ea7n, Orizonia c\u00f2n c\u00f9ng l\u00fac s\u1edf h\u1eefu m\u1ed9t lo\u1ea1t c\u00f4ng ty con v\u00e0 nh\u00e3n hi\u1ec7u li\u00ean k\u1ebft ho\u1ea1t \u0111\u1ed9ng v\u1ec1 d\u1ecbch v\u1ee5 l\u01b0u tr\u00fa, d\u1ecbch v\u1ee5 l\u1eef h\u00e0nh v\u00e0 c\u1ea3 ng\u00e0nh h\u00e0ng kh\u00f4ng.<\/span><\/p>\n<div id=\"attachment_3242\" class=\"wp-caption aligncenter\">\n<p id=\"caption-attachment-3242\" class=\"wp-caption-text\">Ngu\u1ed3n: https:\/\/upload.wikimedia.org\/wikipedia\/commons\/f\/f0\/Orizonia%27s_Brand_Architecture.jpg<\/p>\n<\/div>\n<p class=\"p3\"><span class=\"s1\">Orizonia \u0111i theo c\u1ea5u tr\u00fac th\u01b0\u01a1ng hi\u1ec7u Holding Company v\u1edbi t\u1eebng c\u1ea5p b\u1eadc c\u1ee5 th\u1ec3 nh\u01b0 sau:<\/span><\/p>\n<ul class=\"ul1\">\n<li class=\"li3\"><span class=\"s1\">C\u00f4ng ty, th\u01b0\u01a1ng hi\u1ec7u c\u1ea5p 1: Orizonia<br \/>\n<\/span><\/li>\n<li class=\"li3\"><span class=\"s1\">Th\u01b0\u01a1ng hi\u1ec7u ch\u1ee7 l\u1ef1c \u2013 c\u1ea5p 2: iBerojet Orizonia, Orbest Orizonia, Smilo Orizonia,\u2026<br \/>\n<\/span><\/li>\n<li class=\"li3\"><span class=\"s1\">Th\u01b0\u01a1ng hi\u1ec7u li\u00ean k\u1ebft \u2013 c\u1ea5p 3: Kirunna, Viva, Solplan, Condor,\u2026<br \/>\n<\/span><\/li>\n<li class=\"li3\"><span class=\"s1\">Nh\u00e3n hi\u1ec7u \u0111\u1ed9c l\u1eadp \u2013 c\u1ea5p 4: Viajar, Rumbo, D-Viagem, Viajes Iberia,\u2026<br \/>\n<\/span><\/li>\n<\/ul>\n<p class=\"p3\"><span class=\"s1\">V\u1edbi c\u1ea5u tr\u00fac th\u01b0\u01a1ng hi\u1ec7u t\u01b0\u01a1ng t\u1ef1, Qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u g\u1ea7n nh\u01b0 l\u00e0 y\u00eau c\u1ea7u b\u1eaft bu\u1ed9c \u0111\u1ed1i v\u1edbi m\u1ecdi doanh nghi\u1ec7p v\u00e0 th\u01b0\u01a1ng hi\u1ec7u \u1edf tr\u00ean th\u1ecb tr\u01b0\u1eddng. B\u1edfi qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u khi \u0111\u01b0\u1ee3c \u1ee9ng d\u1ee5ng s\u1ebd tho\u1ea3 m\u00e3n m\u1ee5c ti\u00eau tr\u1ecdng t\u00e2m m\u00e0 c\u1ea5u tr\u00fac Holding Company y\u00eau c\u1ea7u, \u0111\u00f3 ch\u00ednh l\u00e0 v\u1eeba gi\u1eef v\u1eefng kh\u1ea3 n\u0103ng ki\u1ec3m so\u00e1t c\u1ee7a c\u00f4ng ty v\u00e0 th\u01b0\u01a1ng hi\u1ec7u c\u1ea5p 1, nh\u01b0ng \u0111\u1ed3ng th\u1eddi c\u0169ng kh\u00f4ng ng\u1eebng ph\u00e1t tri\u1ec3n, ph\u00e2n nh\u00e1nh v\u00e0 gi\u00fap doanh nghi\u1ec7p s\u1edf h\u1eefu th\u00eam nhi\u1ec1u\u00a0th\u01b0\u01a1ng hi\u1ec7u\u00a0c\u0169ng nh\u01b0 c\u00f4ng ty con tr\u00ean ph\u1ea1m vi to\u00e0n c\u1ea7u.<\/span><\/p>\n<h2 id=\"ftoc-heading-7\" class=\"ftwp-heading\"><b>Case study qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u \u2013 Apple<\/b><\/h2>\n<p class=\"p3\"><span class=\"s1\">Kh\u00e1c v\u1edbi tr\u01b0\u1eddng h\u1ee3p c\u1ee7a Orizonia, Apple kh\u00f4ng x\u00e2y d\u1ef1ng Qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u d\u1ef1a tr\u00ean vi\u1ec7c b\u00e0nh tr\u01b0\u1edbng \u0111\u1ed9 ph\u1ee7 s\u00f3ng v\u00e0 li\u00ean t\u1ee5c ph\u00e2n c\u1ea5p th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u00ecnh. Thay v\u00e0o \u0111\u00f3 T\u00e1o Khuy\u1ebft t\u1ef1 m\u00ecnh x\u00e2y d\u1ef1ng n\u00ean m\u1ed9t h\u1ec7 sinh th\u00e1i \u0111\u1ee7 phong ph\u00fa v\u00e0 v\u1eefng ch\u1eafc, v\u1edbi m\u1ee5c ti\u00eau t\u1ed1i th\u01b0\u1ee3ng l\u00e0 gi\u1eef ch\u00e2n kh\u00e1ch h\u00e0ng trung th\u00e0nh v\u00e0 xa h\u01a1n l\u00e0 thuy\u1ebft ph\u1ee5c kh\u00e1ch h\u00e0ng m\u1edbi chuy\u1ec3n \u0111\u1ed5i th\u01b0\u01a1ng hi\u1ec7u.<\/span><\/p>\n<p class=\"p3\"><span class=\"s1\">Xu\u1ea5t ph\u00e1t \u0111i\u1ec3m l\u00e0 m\u1ed9t c\u00f4ng ty b\u00e1n m\u00e1y t\u00ednh c\u00e1 nh\u00e2n, v\u01b0\u01a1n m\u00ecnh tr\u1edf th\u00e0nh \u00f4ng l\u1edbn b\u1eb1ng nh\u1eefng chi\u1ebfc iPod v\u00e0o \u0111\u1ea7u th\u1ebf k\u1ef7 21 v\u00e0 \u201cho\u00e1 r\u1ed3ng\u201d \u0111\u1ea1t m\u1ed1c v\u1ed1n ho\u00e1 h\u00e0ng t\u1ef7 USD v\u1edbi s\u1ef1 \u0111\u00f3ng g\u00f3p kh\u00f4ng nh\u1ecf c\u1ee7a iPhone. Gi\u1edd \u0111\u00e2y nh\u00ecn l\u1ea1i b\u1ed9 s\u01b0u t\u1eadp thi\u1ebft b\u1ecb c\u00f3 trong h\u1ec7 sinh th\u00e1i c\u1ee7a Apple, ph\u1ea7n l\u1edbn ch\u00fang \u0111\u1ec1u l\u00e0 nh\u1eefng s\u1ea3n ph\u1ea9m d\u1eabn \u0111\u1ea7u v\u1ec1 doanh s\u1ed1 trong ph\u00e2n kh\u00fac c\u1ee7a m\u00ecnh.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p class=\"p3\"><span class=\"s1\">Nh\u1eafc l\u1ea1i 3 y\u1ebfu t\u1ed1 n\u1ec1n t\u1ea3ng c\u1ee7a qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u bao g\u1ed3m Brand Equity, Brand Recognition v\u00e0 Brand Loyalty, ch\u00fang ta \u0111\u1ec1u d\u1ec5 d\u00e0ng li\u00ean t\u01b0\u1edfng \u0111\u1ebfn h\u00ecnh \u1ea3nh c\u1ee7a ch\u00ednh Apple. Theo th\u1ed1ng k\u00ea v\u1edbi ch\u1ec9 5% t\u1ef7 l\u1ec7 gi\u1eef ch\u00e2n kh\u00e1ch h\u00e0ng th\u00e0nh c\u00f4ng t\u0103ng th\u00eam, m\u1ed7i th\u01b0\u01a1ng hi\u1ec7u s\u1ebd t\u0103ng tr\u01b0\u1edfng l\u1ee3i nhu\u1eadn v\u00e0o kho\u1ea3ng 30 \u0111\u1ebfn 85%.\u00a0<\/span><\/p>\n<p class=\"p3\"><span class=\"s1\">Trong khi \u0111\u00f3 65% doanh thu c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ebfn t\u1eeb ch\u00ednh nh\u00f3m kh\u00e1ch h\u00e0ng trung th\u00e0nh, v\u00e0 g\u1ea7n 80% kh\u00e1ch h\u00e0ng cho bi\u1ebft m\u00ecnh s\u1ebd cam k\u1ebft t\u01b0\u01a1ng lai v\u1edbi th\u01b0\u01a1ng hi\u1ec7u n\u1ebfu \u0111\u01b0\u1ee3c chia s\u1ebb v\u00e0 \u0111\u00e1p \u1ee9ng nh\u1eefng nhu c\u1ea7u c\u1ea7n thi\u1ebft khi chi ti\u1ec1n s\u1edf h\u1eefu s\u1ea3n ph\u1ea9m.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u l\u00e0 m\u1ed9t h\u1ec7 th\u1ed1ng m\u00e0 khi n\u00f3 \u0111\u01b0\u1ee3c x\u00e2y d\u1ef1ng m\u1ed9t c\u00e1ch r\u00f5 r\u00e0ng v\u00e0 b\u00e0i b\u1ea3n, s\u1ebd gi\u00fap ch\u00fang ta c\u00f3 c\u01a1 h\u1ed9i \u0111\u1ed1i chi\u1ebfu v\u00e0 ki\u1ec3m so\u00e1t li\u00ean t\u1ee5c \u0111\u1ebfn t\u1eebng c\u00f4ng \u0111o\u1ea1n nh\u1ecf nh\u1ea5t trong x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u. \u0110\u00f3 c\u00f3 th\u1ec3 l\u00e0 m\u1ed7i h\u1ea1ng m\u1ee5c nh\u01b0 c\u00e2u [&hellip;]<\/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":[352,353],"_links":{"self":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/7558"}],"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=7558"}],"version-history":[{"count":0,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/7558\/revisions"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=7558"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=7558"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=7558"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}