K\u1ebf ho\u1ea1ch b\u00e1n h\u00e0ng l\u00e0 c\u01a1 s\u1edf \u0111\u1ec3 ph\u00e1t tri\u1ec3n kh\u00e1i ni\u1ec7m doanh s\u1ed1 trung b\u00ecnh (cho m\u1ed9t l\u1ea7n giao d\u1ecbch). Doanh s\u1ed1 trung b\u00ecnh l\u00e0 m\u1ed9t c\u00f4ng c\u1ee5 \u0111\u00e1nh gi\u00e1 k\u1ebf ho\u1ea1ch b\u00e1n h\u00e0ng v\u1ec1 m\u1eb7t chi ph\u00ed b\u00e1n h\u00e0ng v\u00e0 chi ph\u00ed kinh doanh n\u00f3i chung. N\u00f3 c\u0169ng \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng nh\u01b0 m\u1ed9t y\u1ebfu t\u1ed1 c\u1ea5u th\u00e0nh khi d\u1ef1 t\u00ednh doanh s\u1ed1 th\u1ef1c t\u1ebf c\u1ee7a doanh nghi\u1ec7p (doanh s\u1ed1 trung b\u00ecnh cho m\u1ed9t l\u1ea7n giao d\u1ecbch X s\u1ed1 l\u01b0\u1ee3ng giao d\u1ecbch d\u1ef1 ki\u1ebfn). \u0110\u1ec3 x\u00e1c \u0111\u1ecbnh doanh s\u1ed1 trung b\u00ecnh, c\u1ea7n ki\u1ec3m tra ch\u00ednh s\u00e1ch gi\u00e1 c\u1ea3 cho s\u1ea3n ph\u1ea9m\/ d\u1ecbch v\u1ee5, Vi\u1ec7c \u0111\u00e1nh gi\u00e1 th\u01b0\u1eddng c\u0103n c\u1ee9 v\u00e0o t\u00ecnh h\u00ecnh th\u1ecb tr\u01b0\u1eddng h\u01a1n l\u00e0 d\u1ef1a v\u00e0o chi ph\u00ed s\u1ea3n xu\u1ea5t. C\u00e1ch th\u1ee9c v\u00e0 chi ph\u00ed giao h\u00e0ng c\u00f3 li\u00ean quan tr\u1ef1c ti\u1ebfp \u0111\u1ebfn k\u1ebf ho\u1ea1ch b\u00e1n h\u00e0ng \u0111\u00e3 l\u1ef1a ch\u1ecdn. Th\u00f4ng th\u01b0\u1eddng, t\u1ea5t c\u1ea3 nh\u1eefng v\u1ea5n \u0111\u1ec1 n\u00eau tr\u00ean \u0111\u01b0\u1ee3c xem x\u00e9t trong ph\u1ea7n n\u00e0y c\u1ee7a k\u1ebf ho\u1ea1ch \u0111\u1ec3 l\u00e0m c\u0103n c\u1ee9 d\u1ef1 tr\u00f9 chi ph\u00ed trong c\u00e1c ph\u1ea7n sau.<\/p>\n
M\u1ed1i quan h\u1ec7 c\u1ee7a nh\u1eefng kh\u00e1i ni\u1ec7m n\u00e0y \u0111\u1ed1i v\u1edbi t\u00ecnh h\u00ecnh c\u1ea1nh tranh d\u1ef1 ki\u1ebfn l\u00e0 b\u01b0\u1edbc cu\u1ed1i c\u00f9ng trong vi\u1ec7c d\u1ef1 t\u00ednh doanh s\u1ed1 th\u1ef1c t\u1ebf. \u0110\u1ed9 tin c\u1eady c\u1ee7a k\u1ebf ho\u1ea1ch kinh doanh ph\u1ee5 thu\u1ed9c r\u1ea5t nhi\u1ec1u v\u00e0o qu\u00e1 tr\u00ecnh tr\u00ecnh b\u00e0y v\u00e0 l\u00fd gi\u1ea3i trong ph\u1ea7n n\u00e0y.<\/p>\n
C\u00f3 th\u1ec3 h\u00ecnh dung t\u00f3m t\u1eaft \u201cHo\u1ea1t \u0111\u1ed9ng marketing\/ K\u1ebf hoach b\u00e1n h\u00e0ng\u201d nh\u01b0 sau:<\/p>\n
\n1.\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0Kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng<\/p>\n
–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0X\u00e1c \u0111\u1ecbnh kh\u00e1ch h\u00e0ng th\u1ef1c s\u1ef1<\/p>\n
–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0Ph\u00e2n t\u00edch l\u00fd do mua h\u00e0ng<\/p>\n
–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0X\u00e1c \u0111\u1ecbnh ph\u01b0\u01a1ng ph\u00e1p ti\u1ebfp c\u1eadn th\u00edch h\u1ee3p<\/p>\n
2.\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0Ph\u00e2n t\u00edch gi\u00e1 c\u1ea3\/ l\u1ee3i nhu\u1eadn<\/p>\n
3.\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0K\u1ebf ho\u1ea1ch ti\u1ebfp x\u00fac, tri\u1ec3n khai t\u1ed5 ch\u1ee9c b\u00e1n h\u00e0ng<\/p>\n
–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0C\u00e2n nh\u1eafc kh\u00e1i ni\u1ec7m doanh s\u1ed1 trung b\u00ecnh<\/p>\n
4.\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0Nh\u1eefng v\u1ea5n \u0111\u1ec1 kh\u00e1c<\/p>\n
–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0Giao h\u00e0ng<\/p>\n
–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0Ph\u00e2n t\u00edch c\u1ea1nh tranh<\/p>\n
–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0D\u1ef1 t\u00ednh doanh s\u1ed1 b\u00e1n h\u00e0ng<\/p>\n
\u00a0<\/div>\n<\/blockquote>\n<\/div>\n\u00a0<\/div>\n\n5.1. \u00a0X\u00e1c \u0111\u1ecbnh kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng v\u00e0 l\u00fd do mua h\u00e0ng c\u1ee7a h\u1ecd (P – s\u1ea3n ph\u1ea9m)<\/strong><\/p>\n
5.1.1. \u00a0X\u00e1c \u0111\u1ecbnh kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng<\/em><\/h6>\n
Nh\u1edd s\u1eed d\u1ee5ng lo\u1ea1i kh\u00e1ch h\u00e0ng \u0111i\u1ec3n h\u00ecnh ho\u1eb7c nh\u1eefng \u0111\u1eb7c \u0111i\u1ec3m n\u00eau trong ph\u1ea7n ph\u00e2n t\u00edch th\u1ecb tr\u01b0\u1eddng c\u1ee7a k\u1ebf ho\u1ea1ch, l\u00e0m c\u01a1 s\u1edf x\u00e1c \u0111\u1ecbnh kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng s\u1ebd c\u1ee5 th\u1ec3 h\u01a1n. Ph\u00e2n t\u00edch \u0111\u1ecbnh l\u01b0\u1ee3ng v\u00e0 \u0111\u1ecbnh t\u00ednh ng\u01b0\u1eddi mua \u0111i\u1ec3n h\u00ecnh trong ph\u1ea7n tr\u01b0\u1edbc c\u00f3 th\u1ec3 cung c\u1ea5p nh\u1eefng chi ti\u1ebft c\u1ea7n thi\u1ebft. N\u1ebfu kh\u00f4ng, ho\u1eb7c n\u1ebfu c\u1ea7n th\u00eam c\u00e1c chi ti\u1ebft, ph\u01b0\u01a1ng ph\u00e1p s\u1ebd thay \u0111\u1ed5i ph\u1ee5 thu\u1ed9c v\u00e0o lo\u1ea1i kh\u00e1ch h\u00e0ng. R\u1ea5t kh\u00f3 v\u00e0 \u0111\u00f4i khi l\u00e0 kh\u00f4ng th\u1ec3 li\u1ec7t k\u00ea t\u00ean nh\u1eefng c\u00e1 nh\u00e2n mua h\u00e0ng c\u1ee5 th\u1ec3. Tuy nhi\u00ean, c\u00f3 th\u1ec3 li\u1ec7t k\u00ea d\u1ec5 d\u00e0ng h\u01a1n t\u1eebng kh\u00e1ch h\u00e0ng thu\u1ed9c m\u1ed9t ng\u00e0nh c\u00f4ng nghi\u1ec7p ho\u1eb7c m\u1ed9t t\u1ed5 ch\u1ee9c \u0111\u1ec3 ph\u1ee5c v\u1ee5 cho vi\u1ec7c l\u1eadp k\u1ebf ho\u1ea1ch ti\u1ebfp c\u1eadn. C\u1ea7n quan t\u00e2m tr\u01b0\u1edbc ti\u00ean t\u1edbi nh\u1eefng kh\u00e1ch h\u00e0ng ch\u1ee7 y\u1ebfu c\u00f3 \u1ea3nh h\u01b0\u1edfng quan tr\u1ecdng \u0111\u1ebfn th\u00e0nh c\u00f4ng ban \u0111\u1ea7u v\u00ec s\u1ef1 th\u00e0nh \u0111\u1ea1t l\u00e2u d\u00e0i c\u1ee7a doanh nghi\u1ec7p.<\/p>\n
5.1.2. \u00a0L\u00fd do mua h\u00e0ng<\/em><\/h6>\n
L\u00fd do \u0111\u1ec3 ra quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng ph\u1ea3i \u0111\u01b0\u1ee3c xem x\u00e9t l\u1ea1i, li\u00ean h\u1ec7 l\u1ea1i v\u1edbi qu\u00e1 tr\u00ecnh \u1ee7y quy\u1ec1n mua h\u00e0ng. V\u00ed d\u1ee5 d\u01b0\u1edbi \u0111\u00e2y \u0111\u01b0a ra khu\u00f4n kh\u1ed5 cho vi\u1ec7c ph\u00e2n t\u00edch kh\u00e1ch h\u00e0ng ch\u1ee7 y\u1ebfu c\u1ee7a m\u1ed9t doanh nghi\u1ec7p s\u1ea3n xu\u1ea5t n\u01b0\u1edbc tinh l\u1ecdc \u0111\u00f3ng chai.<\/p>\n
V\u00ed d\u1ee5: H\u1ed3 s\u01a1 v\u1ec1 kh\u00e1ch h\u00e0ng ch\u1ee7 y\u1ebfu<\/p>\n
T\u00ean kh\u00e1ch h\u00e0ng: H\u00e3ng h\u00e0ng kh\u00f4ng I<\/p>\n
\u0110\u1ecba ch\u1ec9: Th\u00e0nh ph\u1ed1 H\u1ed3 Ch\u00ed Minh, Vi\u1ec7t Nam<\/p>\n
Nh\u00e2n vi\u00ean b\u00e1n h\u00e0ng: Ph\u1ea1m Ng\u1ecdc T.<\/p>\n
Ng\u01b0\u1eddi li\u00ean h\u1ec7 ch\u1ee7 y\u1ebfu: Nguy\u1ec5n V\u0103n A, ph\u00f3 ph\u00f2ng M\u1ea1i v\u1ee5<\/p>\n
Ng\u01b0\u1eddi li\u00ean h\u1ec7 gi\u00e1n ti\u1ebfp (th\u1ee9 c\u1ea5p): Tr\u1ea7n V\u0103n B, tr\u01b0\u1edfng ph\u00f2ng Ti\u1ebfp th\u1ecb<\/p>\n
C\u00e1c ti\u00eau chu\u1ea9n mua h\u00e0ng \u0111\u1eb7c bi\u1ec7t:<\/p>\n
\n
- \u00a0 \u00a0 \u00a0 Ch\u1ea5t l\u01b0\u1ee3ng s\u1ea3n ph\u1ea9m<\/li>\n
- \u00a0 \u00a0 \u00a0 Giao h\u00e0ng \u0111\u00fang h\u1eb9n<\/li>\n
- \u00a0 \u00a0 \u00a0 Gi\u00e1 c\u1ea3<\/li>\n<\/ol>\n
Doanh s\u1ed1 n\u0103m tr\u01b0\u1edbc: 100 tri\u1ec7u \u0111\u1ed3ng<\/p>\n
Doanh s\u1ed1 ti\u1ec1m n\u0103ng: 300 tri\u1ec7u \u0111\u1ed3ng<\/p>\n
Doanh s\u1ed1 d\u1ef1 ki\u1ebfn n\u0103m nay: 150 tri\u1ec7u \u0111\u1ed3ng<\/p>\n
C\u00e1c thu\u1ed9c t\u00ednh ch\u1ee7 y\u1ebfu: T\u0103ng g\u1ea5p \u0111\u00f4i s\u1ed1 chuy\u1ebfn bay n\u1ed9i \u0111\u1ecba trong n\u0103m nay; Tr\u00ean nh\u00e3n s\u1ea3n ph\u1ea9m ph\u1ea3i in bi\u1ec3u t\u01b0\u1ee3ng c\u1ee7a h\u00e3ng h\u00e0ng kh\u00f4ng; Kh\u00f4ng ch\u1ea5p nh\u1eadn k\u00fd h\u1ee3p \u0111\u1ed3ng cung c\u1ea5p \u0111\u1ed9c quy\u1ec1n.<\/p>\n
Chi\u1ebfn l\u01b0\u1ee3c ti\u00eau th\u1ee5: Gi\u00e1m \u0111\u1ed1c t\u0103ng c\u01b0\u1eddng ti\u1ebfp x\u00fac c\u00e1 nh\u00e2n v\u1edbi ph\u00f3 ph\u00f2ng M\u1ea1i v\u1ee5 v\u00e0 tr\u01b0\u1edfng ph\u00f2ng Ti\u1ebfp th\u1ecb. Nh\u1ea5n m\u1ea1nh \u0111\u1ebfn ch\u1ea5t l\u01b0\u1ee3ng – \u0111\u1ed9 tinh khi\u1ebft c\u1ee7a s\u1ea3n ph\u1ea9m v\u00e0 l\u1ee3i \u00edch v\u1ec1 \u0111\u1ea3m b\u1ea3o n\u01b0\u1edbc u\u1ed1ng an to\u00e0n cho h\u00e0nh kh\u00e1ch \u0111i m\u00e1y bay.<\/p>\n
S\u1ef1 h\u1ed7 tr\u1ee3\/ c\u00e1c ngu\u1ed3n l\u1ef1c c\u1ea7n thi\u1ebft: qu\u1ea3ng c\u00e1o tr\u00ean t\u1ea1p ch\u00ed c\u1ee7a h\u00e3ng h\u00e0ng kh\u00f4ng (\u0111\u1ec3 tr\u00ean m\u00e1y bay).<\/p>\n
Ph\u1ea3i l\u00e0m g\u00ec n\u1ebfu kh\u00e1ch h\u00e0ng t\u01b0\u01a1ng lai l\u00e0 m\u1ed9t c\u00e1 nh\u00e2n<\/p>\n
C\u00e1c c\u00e1 nh\u00e2n d\u1ef1a v\u00e0o \u0111i\u1ec1u g\u00ec \u0111\u1ec3 \u0111\u01b0a ra quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng:<\/p>\n
+ H\u00ecnh th\u1ee9c<\/p>\n
+ Ch\u1ea5t l\u01b0\u1ee3ng v\u1eadn h\u00e0nh<\/p>\n
+ Gi\u00e1 c\u1ea3…<\/p>\n
+ \u0110\u1ed9 linh ho\u1ea1t<\/p>\n
+ \u0110\u1ed9 b\u1ec1n<\/p>\n
+ T\u1ed1c \u0111\u1ed9<\/p>\n
+ \u0110\u1ed9 ch\u00ednh x\u00e1c<\/p>\n
+ D\u1ec5 s\u1eed d\u1ee5ng<\/p>\n
+ Ch\u1ea5t l\u01b0\u1ee3ng<\/p>\n
Vi\u1ec7c \u1ee7y quy\u1ec1n mua h\u00e0ng \u0111\u01b0\u1ee3c ti\u1ebfp nh\u1eadn b\u1eb1ng c\u00e1ch n\u00e0o?<\/p>\n
+ Qua \u0111i\u1ec7n tho\u1ea1i<\/p>\n
+ Qua th\u01b0 (theo \u0111\u01b0\u1eddng b\u01b0u \u0111i\u1ec7n)<\/p>\n
+ Kh\u00e1ch h\u00e0ng v\u00e0o c\u1eeda h\u00e0ng \u0111\u1ec3 mua<\/p>\n
+ \u0110\u01b0a h\u00e0ng tr\u1ef1c ti\u1ebfp \u0111\u1ebfn tay kh\u00e1ch h\u00e0ng<\/p>\n
Ph\u1ea3i l\u00e0m g\u00ec n\u1ebfu kh\u00e1ch h\u00e0ng t\u01b0\u01a1ng lai l\u00e0 m\u00f4t C\u00f4ng ty\/ t\u1ed5 ch\u1ee9c<\/p>\n
–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0L\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 x\u00e1c \u0111\u1ecbnh \u0111\u00fang ng\u01b0\u1eddi c\u00f3 tr\u00e1ch nhi\u1ec7m mua h\u00e0ng trong t\u1ed5 ch\u1ee9c \u0111\u00f3? Tr\u01b0\u1edbc h\u1ebft c\u1ea7n x\u00e1c \u0111\u1ecbnh c\u1ea5p n\u00e0o trong c\u00f4ng ty s\u1ebd \u0111\u01b0a ra l\u00fd do mua h\u00e0ng. N\u1ebfu s\u1ea3n ph\u1ea9m d\u1ef1 \u0111\u1ecbnh mua nh\u1eb1m n\u00e2ng c\u1ea5p m\u00e1y m\u00f3c s\u1ea3n xu\u1ea5t, ng\u01b0\u1eddi quy\u1ebft \u0111\u1ecbnh c\u00f3 th\u1ec3 l\u00e0 k\u1ef9 s\u01b0 c\u1ee7a ph\u00e2n x\u01b0\u1edfng, qu\u1ea3n \u0111\u1ed1c, tr\u01b0\u1edfng nh\u00f3m b\u1ea3o d\u01b0\u1ee1ng ho\u1eb7c th\u1eadm ch\u00ed l\u00e0 ng\u01b0\u1eddi v\u1eadn h\u00e0nh m\u00e1y. N\u1ebfu vi\u1ec7c mua h\u00e0ng nh\u1eb1m n\u00e2ng c\u1ea5p s\u1ea3n ph\u1ea9m, ng\u01b0\u1eddi quy\u1ebft \u0111\u1ecbnh c\u00f3 th\u1ec3 l\u00e0 gi\u00e1m \u0111\u1ed1c k\u1ef9 thu\u1eadt, gi\u00e1m \u0111\u1ed1c kinh doanh ho\u1eb7c th\u1eadm ch\u00ed l\u00e0 gi\u00e1m \u0111\u1ed1c \u0111i\u1ec1u h\u00e0nh c\u00f4ng ty. Khi \u0111\u00e3 \u0111\u1ecbnh r\u00f5 \u0111\u01b0\u1ee3c c\u1ea5p th\u1ea9m quy\u1ec1n ra quy\u1ebft \u0111\u1ecbnh, vi\u1ec7c x\u00e1c \u0111\u1ecbnh ch\u00ednh x\u00e1c ng\u01b0\u1eddi mua h\u00e0ng n\u00e0o c\u00f3 th\u1ec3 th\u1ef1c hi\u1ec7n t\u01b0\u01a1ng \u0111\u1ed1i d\u1ec5 d\u00e0ng. C\u00e1c th\u00f4ng tin v\u1ec1 t\u00ean, v\u1ecb tr\u00ed c\u1ee7a ng\u01b0\u1eddi \u0111\u00f3 trong c\u00f4ng ty c\u00f3 th\u1ec3 t\u00ecm th\u1ea5y trong c\u00e1c ni\u00ean gi\u00e1m \u0111i\u1ec7n tho\u1ea1i, t\u1ea1p ch\u00ed th\u01b0\u01a1ng m\u1ea1i. Tuy nhi\u00ean, c\u00e1ch t\u1ed1t nh\u1ea5t \u0111\u1ec3 t\u00ecm ra ng\u01b0\u1eddi ph\u1ee5 tr\u00e1ch vi\u1ec7c mua h\u00e0ng l\u00e0 g\u1ecdi \u0111i\u1ec7n tho\u1ea1i \u0111\u1ebfn c\u00f4ng ty kh\u00e1ch h\u00e0ng.<\/p>\n
–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0Quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng c\u1ee7a kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng di\u1ec5n ra \u1edf c\u1ea5p n\u00e0o (c\u00f3 ngh\u0129a li\u1ec7u m\u1ed9t nh\u00e2n vi\u00ean c\u00f3 quy\u1ec1n quy\u1ebft \u0111\u1ecbnh vi\u1ec7c mua h\u00e0ng hay l\u00e0 ph\u1ea3i \u0111\u01b0\u1ee3c s\u1ef1 \u0111\u1ed3ng \u00fd c\u1ee7a gi\u00e1m \u0111\u1ed1c). Ng\u01b0\u1eddi m\u00e0 ch\u00fang ta giao d\u1ecbch b\u00e1n h\u00e0ng \u0111\u00f4i khi tr\u00ean th\u1ef1c t\u1ebf l\u1ea1i kh\u00f4ng ph\u1ea3i l\u00e0 ng\u01b0\u1eddi c\u00f3 th\u1ea9m quy\u1ec1n mua h\u00e0ng… N\u1ebfu ng\u01b0\u1eddi b\u00e1n ch\u01b0a quen v\u1edbi ph\u01b0\u01a1ng th\u1ee9c mua h\u00e0ng c\u1ee7a nh\u1eefng kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng ch\u1ee7 y\u1ebfu \u1edf b\u01b0\u1edbc n\u00e0o c\u1ea7n ph\u1ea3i ti\u1ebfn h\u00e0nh \u0111i\u1ec1u tra. C\u00e1ch t\u1ed1t nh\u1ea5t \u0111\u1ec3 c\u00f3 th\u00f4ng tin l\u00e0 g\u1ecdi \u0111i\u1ec7n ho\u1eb7c h\u1eb9n g\u1eb7p v\u1edbi c\u00f4ng ty kh\u00e1ch h\u00e0ng.<\/p>\n
N\u00ean ti\u1ebfp x\u00fac ri\u00eang v\u1edbi t\u1eebng ng\u01b0\u1eddi, t\u1eebng b\u1ed9 ph\u1eadn c\u00f3 li\u00ean quan \u0111\u1ebfn qu\u00e1 tr\u00ecnh mua h\u00e0ng. \u0110i\u1ec1u n\u00e0y kh\u00f4ng nh\u1eefng g\u00f3p ph\u1ea7n x\u00e1c \u0111\u1ecbnh r\u00f5 c\u00e1c b\u01b0\u1edbc ti\u1ebfn h\u00e0nh, thi\u1ebft l\u1eadp \u0111\u01b0\u1ee3c nh\u1eefng m\u1ed1i quan h\u1ec7 c\u00e1 nh\u00e2n, \u1edf t\u1eebng kh\u00e2u trong chu\u1ed7i m\u1eaft x\u00edch.<\/p>\n
–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0C\u00f3 ph\u1ea3i tr\u1ea3i qua b\u01b0\u1edbc s\u01a1 tuy\u1ec3n tr\u01b0\u1edbc khi b\u00e1n h\u00e0ng cho t\u1ed5 ch\u1ee9c \u0111\u00f3 kh\u00f4ng; n\u1ebfu c\u00f3 th\u00ec c\u1ea7n ph\u1ea3i l\u00e0m g\u00ec? C\u00f4ng ty c\u00e0ng l\u1edbn th\u00ec c\u00e0ng c\u1ea7n ph\u1ea3i gi\u1edbi thi\u1ec7u tr\u01b0\u1edbc theo m\u1ed9t h\u00ecnh th\u1ee9c n\u00e0o \u0111\u00f3. C\u00f3 th\u1ec3 ph\u1ea3i cung c\u1ea5p s\u1ed1 li\u1ec7u t\u00e0i ch\u00ednh, t\u00e0i li\u1ec7u tham kh\u1ea3o, gi\u1ea5y ch\u1ee9ng nh\u1eadn b\u1ea3o hi\u1ec3m, ch\u1ee9ng nh\u1eadn kh\u00e1c trong nhi\u1ec1u ng\u00e0nh c\u00f4ng nghi\u1ec7p, y\u1ebfu t\u1ed1 ch\u1ea5t l\u01b0\u1ee3ng \u0111ang ng\u00e0y c\u00e0ng \u0111\u01b0\u1ee3c ch\u00fa tr\u1ecdng n\u00ean c\u00f3 th\u1ec3 c\u1ea7n ph\u1ea3i c\u00f3 gi\u1ea5y ch\u1ee9ng nh\u1eadn ch\u1ea5t l\u01b0\u1ee3ng s\u1ea3n ph\u1ea9m. Ph\u1ea3i bi\u1ebft r\u00f5 kh\u00e1ch h\u00e0ng c\u1ea7n nh\u1eefng t\u00e0i li\u1ec7u g\u00ec tr\u01b0\u1edbc khi ti\u1ebfp x\u00fac.<\/p>\n
5.1.3. \u00a0X\u00e1c \u0111\u1ecbnh ph\u01b0\u01a1ng ph\u00e1p ti\u1ebfp x\u00fac ti\u1ebfp c\u1eadn (P – qu\u1ea3ng c\u00e1o) l\u00e0 s\u1ef1 k\u1ebft h\u1ee3p hai y\u1ebfu t\u1ed1:<\/em><\/h6>\n
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- \u0110\u1eb7c t\u00ednh c\u1ee5 th\u1ec3 n\u00e0o c\u1ee7a s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 s\u1ebd \u0111\u01b0\u1ee3c quan t\u00e2m. Nh\u1eefng l\u1ee3i \u00edch n\u00e0o \u0111\u1ed1i v\u1edbi kh\u00e1ch h\u00e0ng l\u00e0 c\u00f4ng c\u1ee5 c\u01a1 b\u1ea3n \u0111\u1ec3 t\u1ea1o s\u1ef1 quan t\u00e2m; h\u00e3y l\u00fd gi\u1ea3i s\u1ef1 l\u1ef1a ch\u1ecdn c\u1ee7a kh\u00e1ch h\u00e0ng.<\/li>\n
- Ph\u01b0\u01a1ng ph\u00e1p n\u00e0o l\u00e0 t\u1ed1t nh\u1ea5t \u0111\u1ec3 th\u00f4ng b\u00e1o v\u1ec1 s\u1ef1 hi\u1ec7n di\u1ec7n c\u1ee7a s\u1ea3n ph\u1ea9m hay d\u1ecbch v\u1ee5 n\u00e0y c\u0169ng nh\u01b0 nh\u1eefng l\u1ee3i \u00edch c\u1ee5 th\u1ec3 ch\u1ee7 y\u1ebfu c\u1ee7a n\u00f3 \u0111\u1ed1i v\u1edbi lo\u1ea1i kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau. C\u00f3 th\u1ec3 ti\u1ebfn h\u00e0nh theo nhi\u1ec1u h\u00ecnh th\u1ee9c.<\/li>\n<\/ol>\n
C\u00e1c doanh nghi\u1ec7p v\u1eeba v\u00e0 nh\u1ecf tr\u01b0\u1edbc ti\u00ean c\u1ea7n nh\u1eadn d\u1ea1ng qui m\u00f4 th\u1ecb tr\u01b0\u1eddng v\u00e0 th\u1ecb ph\u1ea7n d\u1ef1 ki\u1ebfn c\u1ee7a m\u00ecnh, c\u0169ng nh\u01b0 c\u1ea7n n\u1eafm ch\u1eafc c\u00e1c \u0111\u1eb7c \u0111i\u1ec3m c\u1ee7a th\u1ecb tr\u01b0\u1eddng Vi\u1ec7t Nam, nh\u01b0:<\/p>\n
–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0Kh\u1ea3 n\u0103ng t\u00e0i ch\u00ednh c\u1ee7a c\u00e1c doanh nghi\u1ec7p v\u1eeba v\u00e0 nh\u1ecf t\u01b0\u01a1ng \u0111\u1ed1i h\u1ea1n ch\u1ebf cho n\u00ean vi\u1ec7c qu\u1ea3ng c\u00e1o t\u1ed1n k\u00e9m tr\u00ean c\u00e1c ph\u01b0\u01a1ng ti\u1ec7n th\u00f4ng tin \u0111\u1ea1i ch\u00fang c\u00f3 th\u1ec3 kh\u00f4ng th\u00edch h\u1ee3p.<\/p>\n
–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0Th\u1ecb ph\u1ea7n d\u1ef1 ki\u1ebfn c\u00f3 th\u1ec3 t\u01b0\u01a1ng \u0111\u1ed1i nh\u1ecf, do d\u00f3 vi\u1ec7c x\u00fac ti\u1ebfn qu\u1ea3ng c\u00e1o tr\u00ean c\u00e1c ph\u01b0\u01a1ng ti\u1ec7n th\u00f4ng tin \u0111\u1ea1i ch\u00fang c\u00f3 th\u1ec3 l\u00e0 kh\u00f4ng t\u01b0\u01a1ng x\u1ee9ng v\u1edbi s\u1ef1 hi\u1ec7n di\u1ec7n c\u1ee7a s\u1ea3n ph\u1ea9m\/ d\u1ecbch v\u1ee5 tr\u00ean th\u1ecb tr\u01b0\u1eddng.<\/p>\n
–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u0110\u1ed1i v\u1edbi nhi\u1ec1u s\u1ea3n ph\u1ea9m – kh\u00e1ch h\u00e0ng ch\u01b0a nh\u1eadn bi\u1ebft \u0111\u01b0\u1ee3c s\u1ef1 kh\u00e1c bi\u1ec7t gi\u1eefa m\u1ed9t s\u1ed1 \u00edt lo\u1ea1i s\u1ea3n ph\u1ea9m v\u1edbi nhau.<\/p>\n
–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0Trong giai \u0111o\u1ea1n hi\u1ec7n nay, h\u00e0ng h\u00f3a s\u1eb5n c\u00f3 v\u00e0 gi\u00e1 c\u1ea3 th\u1ea5p c\u00f3 t\u1ea7m quan tr\u1ecdng quy\u1ebft \u0111\u1ecbnh tr\u00ean th\u1ecb tr\u01b0\u1eddng \u0111\u1ea1i ch\u00fang.<\/p>\n
M\u1ed9t sai l\u1ea7m th\u01b0\u00f2ng g\u1eb7p l\u00e0 c\u00e1c doanh nghi\u1ec7p nh\u1ecf c\u1ed1 b\u1eaft ch\u01b0\u1edbc c\u00e1ch th\u1ee9c qu\u1ea3ng c\u00e1o tr\u00ean c\u00e1c ph\u01b0\u01a1ng ti\u1ec7n th\u00f4ng tin \u0111\u1ea1i ch\u00fang c\u1ee7a c\u00e1c h\u00e3ng l\u1edbn d\u1eabn \u0111\u1ea7u. Th\u00f4ng th\u01b0\u1eddng, m\u1ed9t c\u00e1ch l\u00e0m hi\u1ec7u qu\u1ea3 h\u01a1n nhi\u1ec1u l\u00e0 t\u1eadp trung x\u00fac ti\u1ebfn b\u00e1n h\u00e0ng th\u00f4ng qua h\u1ec7 th\u1ed1ng ph\u00e2n ph\u1ed1i doanh nghi\u1ec7p s\u1eb5n c\u00f3. Chi\u1ebfn l\u01b0\u1ee3c ti\u1ebfp th\u1ecb n\u00e0y \u0111\u01b0\u1ee3c g\u1ecdi l\u00e0 chi\u1ebfn l\u01b0\u1ee3c \u201ccung \u0111\u1ea9y\u201d – kh\u00e1c v\u1edbi chi\u1ebfn l\u01b0\u1ee3c \u201cc\u1ea7u k\u00e9o\u201d khi vi\u1ec7c qu\u1ea3ng c\u00e1o r\u1ed9ng r\u00e3i v\u00e0 t\u1ea1o ra s\u1ef1 kh\u00e1c bi\u1ec7t c\u1ee7a s\u1ea3n ph\u1ea9m s\u1ebd thu h\u00fat kh\u00e1ch h\u00e0ng hay \u201ck\u00e9o\u201d nhu c\u1ea7u t\u0103ng l\u00ean.<\/p>\n
C\u00f3 nhi\u1ec1u ph\u01b0\u01a1ng ph\u00e1p tuy\u00ean truy\u1ec1n cho s\u1ef1 s\u1eb5n c\u00f3 c\u1ee7a h\u00e0ng h\u00f3a c\u0169ng nh\u01b0 th\u00fac \u0111\u1ea9y nh\u1eadn bi\u1ebft v\u1ec1 s\u1ef1 kh\u00e1c bi\u1ec7t c\u1ee7a s\u1ea3n ph\u1ea9m v\u00e0 uy t\u00edn nh\u00e3n h\u00e0ng:<\/p>\n
+ Q\/c\u00e1o r\u1ed9ng r\u00e3i tr\u00ean ph\u01b0\u01a1ng ti\u1ec7n th\u00f4ng tin \u0111\u1ea1i ch\u00fang: tivi, \u0111\u00e0i, b\u00e1o, t\u1ea1p ch\u00ed…<\/p>\n
+ G\u1eedi th\u01b0 gi\u1edbi thi\u1ec7u tr\u00ean quy m\u00f4 l\u00f3n.<\/p>\n
+ Qu\u1ea3ng c\u00e1o h\u1ea1n ch\u1ebf\/ c\u00f3 ch\u1ecdn l\u1ecdc: t\u1ea1p ch\u00ed th\u01b0\u01a1ng m\u1ea1i; th\u01b0 gi\u1edbi thi\u1ec7u trong ng\u00e0nh c\u00f4ng nghi\u1ec7p.<\/p>\n
+ Danh s\u00e1ch nh\u00e2n kh\u1ea9u trong t\u1eebng khu v\u1ef1c.<\/p>\n
+ H\u1ed9i ngh\u1ecb, tri\u1ec3n l\u00e3m, h\u1ed9i ch\u1ee3 th\u01b0\u01a1ng m\u1ea1i.<\/p>\n
+ Tr\u01b0ng b\u00e0y t\u1ea1i c\u00e1c c\u1eeda h\u00e0ng\/ ph\u00f2ng gi\u1edbi thi\u1ec7u s\u1ea3n ph\u1ea9m.<\/p>\n
+ Li\u00ean h\u1ec7 b\u1eb1ng \u0111i\u1ec7n tho\u1ea1i.<\/p>\n
+ G\u1eb7p m\u1eb7t c\u00e1 nh\u00e2n.<\/p>\n
M\u1ed7i h\u00ecnh th\u1ee9c qu\u1ea3ng c\u00e1o c\u00f3 nh\u1eefng \u01b0u nh\u01b0\u1ee3c \u0111i\u1ec3m ri\u00eang, c\u00e1c doanh nghi\u1ec7p c\u00f3 th\u1ec3 \u00e1p d\u1ee5ng m\u1ed7i h\u00ecnh th\u1ee9c \u1edf qui m\u00f4 \u0111\u1ecba ph\u01b0\u01a1ng v\u1edbi chi ph\u00ed th\u1ea5p h\u01a1n nhi\u1ec1u so v\u1edbi c\u00e1c chi\u1ebfn d\u1ecbch qu\u1ea3ng c\u00e1o tr\u00ean ph\u1ea1m vi to\u00e0n qu\u1ed1c.<\/p>\n
C\u00f3 5 nguy\u00ean t\u1eafc qu\u1ea3ng c\u00e1o ( 5M): m\u1ee5c ti\u00eau, ph\u00ed t\u1ed5n, th\u00f4ng \u0111i\u1ec7p, ph\u01b0\u01a1ng ti\u1ec7n, \u0111o l\u01b0\u00f2ng hi\u1ec7u qu\u1ea3.<\/p>\n
M\u1ee5c ti\u00eau<\/h5>\n
M\u1ed7i s\u1ea3n ph\u1ea9m tr\u00ean th\u1ecb tr\u01b0\u1eddng \u0111\u1ec1u c\u00f3 chu k\u1ef3 s\u1ed1ng nh\u1ea5t \u0111\u1ecbnh. V\u00ed d\u1ee5: m\u1ed7i m\u1ed1t qu\u1ea7n \u00e1o ch\u1ec9 t\u1ed3n t\u1ea1i tr\u00ean th\u1ecb tr\u01b0\u1eddng m\u1ed9t th\u1eddi gian, sau \u0111\u00f3 b\u1ecb thay th\u1ebf b\u1edfi m\u1ed1t kh\u00e1c.<\/p>\n
Trong ti\u1ebfp th\u1ecb ng\u01b0\u1eddi ta chia chu k\u1ef3 s\u1ed1ng c\u1ee7a s\u1ea3n ph\u1ea9m th\u00e0nh 4 giai \u0111o\u1ea1n:<\/p>\n
*\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u0110\u01b0a s\u1ea3n ph\u1ea9m v\u00e0o th\u1ecb tr\u01b0\u1eddng (Introduction): Ng\u01b0\u1eddi ti\u00eau d\u00f9ng ch\u01b0a bi\u1ebft s\u1ea3n ph\u1ea9m, s\u1ee9c ti\u00eau th\u1ee5 ch\u1eadm.<\/p>\n
*\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0Giai \u0111o\u1ea1n t\u0103ng tr\u01b0\u1edfng (growth): Ng\u01b0\u1eddi ti\u00eau d\u00f9ng b\u1eaft \u0111\u1ea7u quen s\u1ea3n ph\u1ea9m. S\u1ee9c ti\u00eau th\u1ee5 t\u0103ng d\u1ea7n.<\/p>\n
*\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0Giai \u0111o\u1ea1n ph\u00e1t tri\u1ec3n (marture): S\u1ee9c ti\u00eau th\u1ee5 s\u1ea3n ph\u1ea9m t\u0103ng cao nh\u1ea5t.<\/p>\n
*\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0Giai \u0111o\u1ea1n suy tho\u00e1i v\u00e0 tri\u1ec7t ti\u00eau (dicline): Th\u1ecb tr\u01b0\u1eddng \u0111\u00e3 b\u00e3o h\u00f2a, s\u1ee9c ti\u00eau th\u1ee5 gi\u1ea3m d\u1ea7n v\u00e0 m\u1ea5t h\u1eb3n.<\/p>\n
Trong m\u1ed7i giai \u0111o\u1ea1n c\u1ee7a chu k\u1ef3 s\u1ea3n ph\u1ea9m, m\u1ee5c ti\u00eau qu\u1ea3ng c\u00e1o kh\u00e1c nhau.<\/h6>\n
\u1ede giai \u0111o\u1ea1n \u0111\u01b0a s\u1ea3n ph\u1ea9m v\u00e0o th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau qu\u1ea3ng c\u00e1o l\u00e0 th\u00f4ng tin cho ng\u01b0\u00f2i ti\u00eau d\u00f9ng bi\u1ebft v\u1ec1 s\u1ea3n ph\u1ea9m. Trong qu\u1ea3ng c\u00e1o c\u1ea7n \u0111\u01b0a ra nh\u1eefng \u0111\u1eb7c t\u00ednh, c\u00f4ng d\u1ee5ng c\u1ee7a s\u1ea3n ph\u1ea9m.<\/p>\n
\u1ede giai \u0111o\u1ea1n t\u0103ng tr\u01b0\u1edfng c\u1ee7a s\u1ea3n ph\u1ea9m, qu\u1ea3ng c\u00e1o c\u00f3 m\u1ee5c ti\u00eau thuy\u1ebft ph\u1ee5c ng\u01b0\u1eddi ti\u00eau d\u00f9ng s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m c\u1ee7a m\u00ecnh, gi\u00e0nh gi\u1eadt th\u1ecb tr\u01b0\u1eddng, c\u1ea1nh tranh v\u1edbi c\u00e1c \u0111\u1ed1i th\u1ee7 kh\u00e1c, \u1edf giai \u0111o\u1ea1n n\u00e0y, c\u1ea7n ch\u00fa \u00fd \u0111\u1ebfn:<\/p>\n
*\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0Ch\u1ecdn nh\u00e3n hi\u1ec7u<\/p>\n
*\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0Thay nh\u00e3n hi\u1ec7u<\/p>\n
*\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0Thay \u0111\u1ed5i nh\u1eadn th\u1ee9c v\u1ec1 m\u1ed9t thu\u1ed9c t\u00ednh c\u1ee7a s\u1ea3n xu\u1ea5t<\/p>\n
\u1ede giai \u0111o\u1ea1n ph\u00e1t tri\u1ec3n c\u1ee7a s\u1ea3n ph\u1ea9m, qu\u1ea3ng c\u00e1o c\u00f3 m\u1ee5c ti\u00eau nh\u1eafc nh\u1edf ng\u01b0\u1eddi ti\u00eau d\u00f9ng ti\u1ebfp t\u1ee5c s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m.<\/p>\n
\u1ede giai \u0111o\u1ea1n suy tho\u00e1i v\u00e0 tri\u1ec7t ti\u00eau, qu\u1ea3ng c\u00e1o c\u00f3 m\u1ee5c \u0111\u00edch tranh th\u1ee7 nh\u1eb1m k\u00e9o d\u00e0i \u0111\u1eddi s\u1ed1ng c\u1ee7a s\u1ea3n ph\u1ea9m, gi\u1eef kh\u00e1ch h\u00e0ng.<\/p>\n
Ph\u00ed t\u1ed5n<\/h5>\n
Qu\u1ea3ng c\u00e1o nh\u1eb1m t\u0103ng m\u1ee9c c\u1ea7u \u0111\u1ed1i v\u1edbi s\u1ea3n ph\u1ea9m, nh\u01b0ng c\u0169ng c\u1ea7n t\u00ednh to\u00e1n sao cho ph\u00ed t\u1ed5n qu\u1ea3ng c\u00e1o \u00edt nh\u01b0ng hi\u1ec7u qu\u1ea3 cao. C\u00f3 4 c\u00e1ch t\u00ednh ph\u00ed t\u1ed5n qu\u1ea3ng c\u00e1o:<\/p>\n
–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0T\u00f9y theo kh\u1ea3 n\u0103ng c\u1ee7a doanh nghi\u1ec7p: Kh\u00f4ng ph\u1ea3i doanh nghi\u1ec7p n\u00e0o c\u0169ng c\u00f3 kh\u1ea3 n\u0103ng qu\u1ea3ng c\u00e1o r\u1ed3m r\u1ed9.<\/p>\n
–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0T\u1ef7 l\u1ec7 tr\u00ean doanh s\u1ed1: V\u00ed d\u1ee5: m\u1ee9c chi qu\u1ea3ng c\u00e1o t\u01b0\u01a1ng \u0111\u01b0\u01a1ng v\u1edbi 10% doanh s\u1ed1.<\/p>\n
–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0Theo ch\u00e2n \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh: T\u00ecm hi\u1ec3u ng\u00e2n s\u00e1ch qu\u1ea3ng c\u00e1o c\u1ee7a \u0111\u1ed1i th\u1ee7, \u0111\u1ec3 c\u00f3 m\u1ee9c chi qu\u1ea3ng c\u00e1o ph\u00f9 h\u1ee3p.<\/p>\n
–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0M\u1ee5c ti\u00eau v\u00e0 c\u00f4ng vi\u1ec7c c\u1ea7n th\u1ef1c hi\u1ec7n: T\u00f9y theo m\u1ee5c ti\u00eau qu\u1ea3ng c\u00e1o, doanh nghi\u1ec7p c\u00f3 m\u1ee9c chi qu\u1ea3ng c\u00e1o ph\u00f9 h\u1ee3p. V\u00ed d\u1ee5: qu\u1ea3ng c\u00e1o v\u1edbi m\u1ee5c ti\u00eau th\u00f4ng tin, m\u1ee9c chi s\u1ebd r\u1ea5t l\u1edbn. Qu\u1ea3ng c\u00e1o v\u1edbi m\u1ee5c ti\u00eau nh\u1eafc nh\u1edf th\u00ec m\u1ee9c chi \u00edt.<\/p>\n
Th\u00f4ng \u0111i\u1ec7p<\/h5>\n
\u0110\u00e2y l\u00e0 c\u00e1i m\u00e0 ta mu\u1ed1n ng\u01b0\u1eddi ti\u00eau d\u00f9ng bi\u1ebft, nh\u1eadn th\u1ee9c, \u1ea5n t\u01b0\u1ee3ng v\u1ec1 s\u1ea3n ph\u1ea9m. Do v\u1eady trong th\u00f4ng \u0111i\u1ec7p ph\u1ea3i c\u00f3 n\u1ed9i dung d\u1ec5 nh\u1edb, thu h\u00fat, ng\u1eafn g\u1ecdn nh\u01b0ng \u0111\u1ea7y \u0111\u1ee7. Ph\u1ea3i c\u00f3 phong c\u00e1ch tr\u00ecnh b\u00e0y, gi\u1ecdng \u0111i\u1ec7u, t\u1eeb ng\u1eef v\u00e0 h\u00ecnh th\u1ee9c h\u1ea5p d\u1eabn. V\u00ed d\u1ee5: c\u00e1 t\u01b0\u01a1i, t\u01b0\u01a1i h\u01a1n c\u1ea3 c\u00e1 t\u01b0\u01a1i.<\/p>\n
Ph\u01b0\u01a1ng ti\u1ec7n<\/h5>\n
T\u00f9y theo \u0111\u1ed1\u00ec t\u01b0\u1ee3ng, m\u1ee5c ti\u00eau,… m\u00e0 doanh nghi\u1ec7p ch\u1ecdn ph\u01b0\u01a1ng ti\u1ec7n qu\u1ea3ng c\u00e1o ph\u00f9 h\u1ee3p. V\u00ed d\u1ee5: \u1edf Vi\u1ec7t Nam n\u1ebfu ta mu\u1ed1n n\u00f4ng d\u00e2n ti\u00eau th\u1ee5 s\u1ea3n ph\u1ea9m c\u1ee7a m\u00ecnh th\u00ec kh\u00f4ng ch\u1ecdn ph\u01b0\u01a1ng ti\u1ec7n qu\u1ea3ng c\u00e1o l\u00e0 b\u00e1o ch\u00ed m\u00e0 ch\u1ecdn \u0111\u00e0i ph\u00e1t thanh. V\u00ec n\u00f4ng d\u00e2n nghe \u0111\u00e0i nhi\u1ec1u h\u01a1n \u0111\u1ecdc b\u00e1o. D\u01b0\u1edbi \u0111\u00e2y l\u00e0 t\u1ec9 l\u1ec7 s\u1eed d\u1ee5ng c\u00e1c ph\u01b0\u01a1ng ti\u1ec7n M\u1ef9 n\u0103m 1986:<\/p>\n
B\u00e1o ch\u00ed: 21%; Radio: 6,7%; Th\u01b0 t\u00edn: 15,9%; Ngo\u00e0i tr\u1eddi: 1,0%; Tivi: 22,6%; T\u1ea1p ch\u00ed: 5,6%; Kh\u00e1c: 19,2%.<\/p>\n
\u0110o l\u01b0\u1eddng hi\u1ec7u qu\u1ea3:<\/h5>\n
R\u1ea5t kh\u00f3 x\u00e1c \u0111\u1ecbnh hi\u1ec7u qu\u1ea3 c\u1ee7a qu\u1ea3ng c\u00e1o. Tuy nhi\u00ean, c\u0169ng c\u00f3 nh\u1eefng th\u00f4ng s\u1ed1 x\u00e1c \u0111\u1ecbnh hi\u1ec7u qu\u1ea3 qu\u1ea3ng c\u00e1o. V\u00ed d\u1ee5: Sau khi t\u0103ng chi ph\u00ed qu\u1ea3ng c\u00e1o th\u00ec xem xem doanh s\u1ed1 c\u00f3 t\u0103ng kh\u00f4ng? Ho\u1eb7c xem x\u00e9t ph\u1ea3n \u1ee9ng c\u1ee7a kh\u00e1ch h\u00e0ng khi ch\u1ecdn h\u1ecd xem ch\u01b0\u01a1ng tr\u00ecnh qu\u1ea3ng c\u00e1o.<\/p>\n
C\u00f3 c\u00e1c ph\u01b0\u01a1ng ph\u00e1p \u0111o l\u01b0\u1eddng hi\u1ec7u qu\u1ea3 sau:<\/p>\n
–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0Th\u1eed nghi\u1ec7m tr\u01b0\u1edbc.<\/p>\n
–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0Tr\u1ef1c ti\u1ebfp v\u1edbi m\u1ed9t s\u1ed1 ng\u01b0\u1eddi v\u00e0 \u0111\u00e1nh gi\u00e1.<\/p>\n
–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0Tr\u1ef1c gi\u00e1c – cho xem v\u00e0 nh\u1edb l\u1ea1i n\u1ed9i dung m\u1ed9t s\u1ed1 h\u00ecnh \u1ea3nh \u0111\u1ec3 ch\u1ecdn l\u1ef1a.<\/p>\n
–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0Ph\u00f2ng th\u00ed nghi\u1ec7m – \u0111o nh\u1ecbp tim, huy\u1ebft \u00e1p, ph\u1ea3n \u1ee9ng c\u1ee7a m\u1eaft… sau khi xem m\u1ed9t lo\u1ea1i h\u00ecnh qu\u1ea3ng c\u00e1o.<\/p>\n
5.2. \u00a0Quy\u1ebft \u0111\u1ecbnh gi\u00e1 c\u1ea3\/ l\u1ee3i nhu\u1eadn (P – Price)<\/strong><\/h4>\n
Doanh nghi\u1ec7p s\u1ebd thu \u0111\u01b0\u1ee3c g\u00ec khi b\u00e1n s\u1ea3n ph\u1ea9m hay d\u1ecbch v\u1ee5:<\/p>\n
–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0Gi\u00e1 c\u1ee7a s\u1ea3n ph\u1ea9m\/ d\u1ecbch v\u1ee5 l\u00e0 bao nhi\u00eau?<\/p>\n
–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0Gi\u00e1 \u0111\u01b0\u1ee3c x\u00e1c \u0111\u1ecbnh nh\u01b0 th\u1ebf n\u00e0o, t\u1ea1i sao l\u1ea1i ch\u1ecdn ph\u01b0\u01a1ng ph\u00e1p \u0111\u00f3?<\/p>\n
+ L\u1ea5y chi ph\u00ed tr\u1ef1c ti\u1ebfp nh\u00e2n v\u1edbi m\u1ed9t h\u1ec7 s\u1ed1.<\/p>\n
+ C\u0103n c\u1ee9 v\u00e0o gi\u00e1 tr\u1ecb d\u1ef1 ki\u1ebfn c\u1ee7a s\u1ea3n ph\u1ea9m\/ d\u1ecbch v\u1ee5 tr\u00ean th\u1ecb tr\u01b0\u00f2ng (th\u1ecb tr\u01b0\u1eddng c\u00f3 th\u1ec3 ch\u1ea5p nh\u1eadn gi\u00e1 n\u00e0o).<\/p>\n
+ L\u1ea5y gi\u00e1 c\u1ee7a \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh nh\u00e2n v\u1edbi m\u1ed9t h\u1ec7 s\u1ed1.<\/p>\n
–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0Kh\u00e1ch h\u00e0ng nh\u1ea1y c\u1ea3m v\u1edbi gi\u00e1 c\u1ea3 n\u00f3i chung, v\u00e0\/ ho\u1eb7c ri\u00eang \u0111\u1ed1i v\u1edbi s\u1ea3n ph\u1ea9m hay d\u1ecbch v\u1ee5 \u0111\u00f3 ra sao, li\u00ean h\u1ec7 v\u1edbi vi\u1ec7c ph\u00e2n t\u00edch l\u00fd do mua h\u00e0ng hay l\u1ee3i \u00edch mua h\u00e0ng.<\/p>\n
–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0Vi\u1ec7c mua h\u00e0ng n\u00e0y c\u00f3 ph\u1ea3i l\u00e0 m\u1ed9t kho\u1ea3n chi l\u1edbn \u0111\u1ed1i v\u1edbi ng\u01b0\u00f2i mua b\u00ecnh th\u01b0\u1eddng kh\u00f4ng?<\/p>\n
–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0Li\u1ec7u gi\u00e1 c\u00f3 xu h\u01b0\u1edbng gi\u1ea3m khi kh\u1ed1i l\u01b0\u1ee3ng h\u00e0ng b\u00e1n ra t\u0103ng l\u00ean hay kh\u00f4ng?<\/p>\n
–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0Vi\u1ec7c \u0111\u1ecbnh gi\u00e1 \u0111\u1eb7c bi\u1ec7t c\u00f3 \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng nh\u01b0 m\u1ed9t c\u00f4ng c\u1ee5 b\u00e1n h\u00e0ng kh\u00f4ng?<\/p>\n
+ Chi\u1ebft kh\u1ea5u cho s\u1ed1 l\u01b0\u1ee3ng h\u00e0ng mua l\u1edbn + m\u1eb7c c\u1ea3\/ th\u01b0\u01a1ng l\u01b0\u1ee3ng…<\/p>\n
+ C\u00e1c th\u1ecfa thu\u1eadn ho\u1eb7c th\u01b0\u01a1ng v\u1ee5 \u0111\u1eb7c bi\u1ec7t.<\/p>\n
–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0C\u00f3 cung c\u1ea5p tr\u1ee3 gi\u00fap v\u1ec1 m\u1eb7t t\u00e0i ch\u00ednh kh\u00f4ng? Xem x\u00e9t chi ph\u00ed v\u00e0 bi\u1ebfn \u0111\u1ed9ng doanh s\u1ed1 b\u00e1n h\u00e0ng khi th\u1ef1c hi\u1ec7n c\u00e1c bi\u1ec7n ph\u00e1p:<\/p>\n
+ G\u1eedi b\u00e1n<\/p>\n
+ Thu\u00ea mua<\/p>\n
+ Chi\u1ebft kh\u1ea5u mua v\u00e0o \u0111\u01b0\u1ee3c h\u01b0\u1edfng<\/p>\n
+ Chuy\u1ec3n nh\u01b0\u1ee3ng h\u1ee3p \u0111\u1ed3ng<\/p>\n
+ Ch\u00ednh s\u00e1ch t\u00edn d\u1ee5ng<\/p>\n
M\u1ee9c l\u1ee3i nhu\u1eadn m\u00e0 k\u1ebf ho\u1ea1ch \u0111\u1ecbnh gi\u00e1 mang l\u1ea1i t\u00ednh b\u1eb1ng ti\u1ec1n v\u00e0 theo ph\u1ea7n tr\u0103m gi\u00e1 b\u00e1n bao nhi\u00eau. (C\u1ea7n th\u1ed1ng nh\u1ea5t v\u1edbi chi ph\u00ed s\u1ea3n xu\u1ea5t – s\u1ebd \u0111\u01b0\u1ee3c tr\u00ecnh b\u00e0y \u1edf ph\u1ea7n ti\u1ebfp theo c\u1ee7a k\u1ebf ho\u1ea1ch).<\/p>\n
5.3. \u00a0Ph\u00e2n ph\u1ed1i s\u1ea3n ph\u1ea9m d\u1ecbch v\u1ee5\u00a0– Thu h\u1eb9p c\u00e1c ph\u01b0\u01a1ng \u00e1n l\u1ef1a ch\u1ecdn (P – Place)<\/strong><\/h4>\n
–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0S\u1ea3n ph\u1ea9m\/ d\u1ecbch v\u1ee5 \u0111\u01b0\u1ee3c giao\/ ph\u00e2n ph\u1ed1i \u0111\u1ebfn v\u1edbi ng\u01b0\u1eddi mua b\u1eb1ng c\u00e1ch n\u00e0o v\u00e0 do ai th\u1ef1c hi\u1ec7n: C\u00f3 c\u00e1c ph\u01b0\u01a1ng \u00e1n thay th\u1ebf c\u00f3 th\u1ec3 ch\u1ea5p nh\u1eadn \u0111\u01b0\u1ee3c kh\u00f4ng, ai s\u1ebd l\u1ef1a ch\u1ecdn ph\u01b0\u01a1ng ph\u00e1p giao h\u00e0ng.<\/p>\n
–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0C\u01a1 s\u1edf\/ ph\u01b0\u01a1ng ti\u1ec7n s\u1ea3n xu\u1ea5t kinh doanh ho\u1eb7c \u0111\u1ecba \u0111i\u1ec3m v\u0103n ph\u00f2ng c\u00f3 t\u1ea7m quan tr\u1ecdng nh\u01b0 th\u1ebf n\u00e0o.<\/p>\n
–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0C\u00f3 c\u1ea7n nhi\u1ec1u \u0111\u1ecba \u0111i\u1ec3m hay kh\u00f4ng; v\u1ea5n \u0111\u1ec1 n\u00e0y c\u1ea7n \u0111\u01b0\u1ee3c c\u00e2n nh\u1eafc \u1edf c\u1ea3 g\u00f3c \u0111\u1ed9 s\u1ea3n xu\u1ea5t v\u00e0 ph\u00e2n ph\u1ed1i\/ giao h\u00e0ng.<\/p>\n
–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0C\u00f3 nh\u1eefng y\u1ebfu t\u1ed1 c\u1ea7n l\u01b0u \u00fd \u0111\u1eb7c bi\u1ec7t hay kh\u00f4ng \u2013 ch\u1eb3ng h\u1ea1n nh\u01b0 v\u1ec1 bao b\u00ec, nh\u00e3n hi\u1ec7u, hay v\u1eadn chuy\u1ec3n l\u00e0m gia t\u0103ng chi ph\u00ed ho\u1eb7c l\u00e0m gi\u1ea3m hi\u1ec7u qu\u1ea3 ho\u1ea1t \u0111\u1ed9ng.<\/p>\n
–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u0110\u1ec3 b\u00e1n \u0111\u01b0\u1ee3c h\u00e0ng th\u00ec c\u00f3 c\u1ea7n \u0111\u00e0o t\u1ea1o ng\u01b0\u1eddi mua, l\u1eafp \u0111\u1eb7t m\u00e1y m\u00f3c ho\u1eb7c c\u1ea5p h\u01b0\u1edbng d\u1eabn s\u1eed d\u1ee5ng hay kh\u00f4ng, m\u1ee9c \u0111\u1ed9 quan tr\u1ecdng c\u1ee7a nh\u1eefng vi\u1ec7c n\u00e0y? Nh\u1eefng nhu c\u1ea7u n\u00e0y s\u1ebd \u0111\u01b0\u1ee3c gi\u1ea3i quy\u1ebft nh\u01b0 th\u1ebf n\u00e0o.<\/p>\n
C\u00f3 2 xu h\u01b0\u1edbng trong vi\u1ec7c ch\u1ecdn \u0111\u1ecba \u0111i\u1ec3m:<\/p>\n
–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0Nh\u1eefng doanh nghi\u1ec7p c\u00f3 c\u00f9ng ng\u00e0nh h\u00e0ng c\u00f3 th\u1ec3 qui t\u1ee5 l\u1ea1i v\u1edbi nhau, t\u1ea1o thu\u1eadn l\u1ee3i cho kh\u00e1ch h\u00e0ng trong vi\u1ec7c l\u1ef1a ch\u1ecdn s\u1ea3n ph\u1ea9m\/ d\u1ecbch v\u1ee5. Gi\u1eefa c\u00e1c doanh nghi\u1ec7p c\u00f9ng ng\u00e0nh h\u00e0ng n\u00e0y v\u1eeba c\u00f3 s\u1ef1 h\u1ee3p t\u00e1c v\u1eeba c\u00f3 s\u1ef1 c\u1ea1nh tranh.<\/p>\n
–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0C\u0169ng c\u00f3 nh\u1eefng doanh nghi\u1ec7p t\u00ecm n\u01a1i \u00edt c\u00f3 \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh \u0111\u1ec3 chi\u1ebfm \u01b0u th\u1ebf \u0111\u1ed9c quy\u1ec1n.<\/p>\n
Khi ch\u1ecdn \u0111\u1ecba \u0111i\u1ec3m \u0111\u1ec3 ti\u1ebfn h\u00e0nh doanh nghi\u1ec7p, c\u1ea7n l\u01b0u \u00fd nh\u1eefng \u0111i\u1ec3m sau:<\/p>\n
+ \u0110\u1ecba \u0111i\u1ec3m ph\u1ea3i thu\u1eadn ti\u1ec7n cho vi\u1ec7c \u0111i l\u1ea1i c\u1ee7a kh\u00e1ch h\u00e0ng, ng\u01b0\u1eddi cung \u1ee9ng cho doanh nghi\u1ec7p, d\u1ec5 d\u00e0ng trong v\u1eadn chuy\u1ec3n nguy\u00ean v\u1eadt li\u1ec7u, h\u00e0ng h\u00f3a v\u00e0 ti\u00eau th\u1ee5.<\/p>\n
+ \u0110\u1ed1i v\u1edbi ng\u01b0\u1eddi b\u00e1n l\u1ebb v\u00e0 cung c\u1ea5p d\u1ecbch v\u1ee5 n\u00f3i chung th\u00ec c\u00e0ng g\u1ea7n kh\u00e1ch h\u00e0ng c\u00e0ng t\u1ed1t.<\/p>\n
+ \u0110\u1ed1i v\u1edbi nh\u1eefng nh\u00e0 s\u1ea3n xu\u1ea5t th\u00ec vi\u1ec7c g\u1ea7n kh\u00e1ch h\u00e0ng kh\u00f4ng quan tr\u1ecdng b\u1eb1ng vi\u1ec7c c\u00f3 m\u1eb7t b\u1eb1ng r\u1ed9ng (gi\u00e1 thu\u00ea r\u1ebb) d\u1ec5 d\u00e0ng thu\u1eadn ti\u1ec7n cho vi\u1ec7c cung c\u1ea5p nguy\u00ean v\u1eadt li\u1ec7u v\u00e0 vi\u1ec7c doanh nghi\u1ec7p l\u1ef1a ch\u1ecdn k\u00eanh ph\u00e2n ph\u1ed1i n\u00e0o t\u1ed1i \u01b0u nh\u1ea5t (b\u00e1n tr\u1ef1c ti\u1ebfp, b\u1ea3n l\u1ebb ho\u1eb7c b\u00e1n bu\u00f4n).<\/p>\n
V\u00ec l\u00ed do n\u00e0o \u0111\u00f3 m\u00e0 doanh nghi\u1ec7p kh\u00f4ng ch\u1ecdn \u0111\u01b0\u1ee3c \u0111\u1ecba \u0111i\u1ec3m thu\u1eadn l\u1ee3i, c\u00f3 th\u1ec3 \u00e1p d\u1ee5ng c\u00e1c bi\u1ec7n ph\u00e1p sau \u0111\u1ec3 n\u00e2ng cao hi\u1ec7u qu\u1ea3 c\u1ee7a \u0111\u1ecba \u0111i\u1ec3m b\u00e1n h\u00e0ng:<\/p>\n
–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0C\u1ed1 g\u1eafng v\u01b0\u01a1n t\u1edbi kh\u00e1ch h\u00e0ng b\u1eb1ng c\u00e1ch g\u1ecdi \u0111i\u1ec7n ch\u00e0o b\u00e1n ho\u1eb7c \u0111\u1ea3m nh\u1eadn vi\u1ec7c giao h\u00e0ng t\u1ea1i nh\u00e0, c\u1eed nh\u00e2n vi\u00ean nh\u1eadn \u0111\u01a1n \u0111\u1eb7t h\u00e0ng ho\u1eb7c b\u00e1n h\u00e0ng ngay tr\u00ean \u0111\u01b0\u1eddng ph\u1ed1 (l\u01b0u \u00fd qui \u0111\u1ecbnh v\u1ec1 tr\u1eadt t\u1ef1 \u0111\u00f4 th\u1ecb), t\u1ea1o \u0111\u1ecba \u0111i\u1ec3m b\u00e1n h\u00e0ng ph\u1ee5.<\/p>\n
–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0X\u00e2y d\u1ef1ng h\u1ec7 th\u1ed1ng ph\u00e2n ph\u1ed1i th\u00f4ng qua vi\u1ec7c ch\u1ecdn \u0111\u1ea1i l\u00fd (b\u00e1n bu\u00f4n).<\/p>\n
–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0T\u1eadp trung v\u00e0o b\u00e0y bi\u1ec7n c\u1eeda h\u00e0ng: v\u1eeba t\u1ea7m v\u00f3i kh\u00e1ch h\u00e0ng, tr\u00f4ng s\u1ea1ch s\u1ebd, \u0111\u1eb9p…<\/p>\n
–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u0110\u1ec3 kh\u1eafc ph\u1ee5c nh\u01b0\u1ee3c \u0111i\u1ec3m c\u1ee7a \u0111\u1ecba \u0111i\u1ec3m ta c\u00f3 th\u1ec3 t\u1eadn d\u1ee5ng t\u1ed1i \u0111a ba y\u1ebfu t\u1ed1 kh\u00e1c trong marketing h\u1ed7n h\u1ee3p l\u00e0 s\u1ea3n ph\u1ea9m, gi\u00e1 c\u1ea3, qu\u1ea3ng c\u00e1o. B\u1ea1n c\u00f3 th\u1ec3 v\u1eadn d\u1ee5ng quan \u0111i\u1ec3m kh\u00e1c nhau v\u1ec1 vai tr\u00f2 c\u1ee7a marketing trong doanh nghi\u1ec7p.<\/p>\n
5.4. \u00a0Ph\u00e1t tri\u1ec3n k\u1ebf ho\u1ea1ch ti\u1ebfp x\u00fac v\u00e0 t\u1ed5 ch\u1ee9c vi\u1ec7c b\u00e1n h\u00e0ng<\/strong><\/h4>\n
C\u00e1c l\u1ee3i \u00edch \u0111\u01b0\u1ee3c ch\u00fa tr\u1ecdng v\u00e0 c\u00e1c ph\u01b0\u01a1ng ph\u00e1p th\u00f4ng tin ph\u00f9 h\u1ee3p l\u00e0 \u0111\u1ecbnh h\u01b0\u1edbng \u0111\u1ec3 h\u00ecnh th\u00e0nh k\u1ebf ho\u1ea1ch ti\u1ebfp x\u00fac v\u00e0 t\u1ed5 ch\u1ee9c b\u00e1n h\u00e0ng ph\u00f9 h\u1ee3p. Nh\u1eefng \u0111i\u1ec3m c\u0103n b\u1ea3n c\u1ea7n quan t\u00e2m l\u00e0:<\/p>\n
–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0Doanh s\u1ed1 b\u00e1n h\u00e0ng nh\u1ea1y c\u1ea3m t\u1edbi m\u1ee9c n\u00e0o v\u1edbi chi ph\u00ed qu\u1ea3ng c\u00e1o ho\u1eb7c s\u1ed1 l\u01b0\u1ee3ng v\u00e0 h\u00ecnh th\u1ee9c ti\u1ebfp x\u00fac \u0111\u01b0\u1ee3c ti\u1ebfn h\u00e0nh. Th\u01b0\u1eddng th\u00ec m\u1ee9c \u0111\u1ed9 co d\u00e3n ph\u1ee5 thu\u1ed9c v\u00e0o t\u1ea7m quan tr\u1ecdng c\u1ee7a l\u00fd do mua h\u00e0ng. N\u1ebfu kh\u00e1ch h\u00e0ng c\u00f3 l\u00fd do ch\u1eafc ch\u1eafn \u0111\u1ec3 mua h\u00e0ng. Doanh nghi\u1ec7p b\u00e1n h\u00e0ng c\u00f3 th\u1ec3 ch\u1ec9 c\u1ea7n th\u00f4ng b\u00e1o cho kh\u00e1ch h\u00e0ng v\u1ec1 n\u01a1i c\u00f3 h\u00e0ng v\u00e0 c\u00e1ch th\u1ee9c \u0111\u1eb7t h\u00e0ng. \u0110\u00f3 l\u00e0 t\u00ecnh hu\u1ed1ng l\u00fd t\u01b0\u1edfng. V\u00ed d\u1ee5: m\u1ed9t s\u1ed1 ph\u1ee5 t\u00f9ng thay th\u1ebf theo \u0111\u00fang t\u00ecnh hu\u1ed1ng l\u00fd t\u01b0\u1edfng n\u00e0y. N\u1ebfu l\u00fd do mua h\u00e0ng \u00edt ch\u1eafc ch\u1eafn h\u01a1n th\u00ec ph\u1ea3i t\u00ednh \u0111\u1ebfn v\u00e0i ba l\u00fd do th\u00ec c\u1ea7n ph\u1ea3i l\u01b0u t\u00e2m h\u01a1n. Trong m\u1ed9t s\u1ed1 ng\u00e0nh kinh doanh nh\u01b0 si\u00eau th\u1ecb, nh\u00e0 h\u00e0ng v.v… c\u1ea7n ph\u1ea3i qu\u1ea3ng c\u00e1o li\u00ean t\u1ee5c, tr\u00ean quy m\u00f4 r\u1ed9ng kh\u1eafp s\u1ebd t\u1ed1n r\u1ea5t nhi\u1ec1u th\u1eddi gian \u0111\u1ec3 ph\u00e1t tri\u1ec3n nh\u1eefng s\u1ea3n ph\u1ea9m c\u1ea7n c\u00e1c s\u1ef1 ti\u1ebfp x\u00fac c\u00e1 nh\u00e2n v\u00e0 t\u1ea1o d\u1ef1ng m\u1ed9t m\u1ed1i quan h\u1ec7 kinh doanh t\u00edch c\u1ef1c. M\u1ed9t v\u00ed d\u1ee5 \u0111i\u1ec3n h\u00ecnh \u1edf \u0111\u00e2y l\u00e0 l\u0129nh v\u1ef1c t\u01b0 v\u1ea5n.<\/p>\n
–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0Qu\u1ea3ng c\u00e1o n\u00ean \u0111\u01b0\u1ee3c ti\u1ebfn h\u00e0nh v\u00e0o l\u00fac n\u00e0o v\u00e0 nh\u01b0 th\u1ebf n\u00e0o; c\u00e2n nh\u1eafc bi\u1ec7n ph\u00e1p \u0111\u00e3 ch\u1ecdn v\u00e0 kho\u1ea3ng th\u1eddi gian d\u1ef1 t\u00ednh \u0111\u1ec3 ph\u00e1t tri\u1ec3n quan h\u1ec7 v\u1edbi kh\u00e1ch h\u00e0ng.<\/p>\n
–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0C\u1ea7n nh\u1eefng lo\u1ea1i t\u00e0i li\u1ec7u qu\u1ea3ng c\u00e1o v\u00e0\/ ho\u1eb7c nh\u1eefng bi\u1ec7n ph\u00e1p x\u00fac ti\u1ebfn b\u00e1n h\u00e0ng n\u00e0o.<\/p>\n
–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0Li\u1ec7u c\u00f3 th\u1ec3 ti\u1ebfp c\u1eadn kh\u00e1ch h\u00e0ng th\u00f4ng qua c\u00e1c b\u1ea3n tin ho\u1eb7c c\u00e1c h\u00ecnh th\u1ee9c qu\u1ea3ng c\u00e1o c\u00f4ng khai \u201ckh\u00f4ng m\u1ea5t ti\u1ec1n\u201d kh\u00e1c. \u0110\u00e2y th\u01b0\u1eddng l\u00e0 m\u1ed9t c\u00e1c r\u1ea5t hay \u0111\u1ec3 gi\u1edbi thi\u1ec7u v\u1ec1 m\u1ed9t doanh nghi\u1ec7p ho\u1eb7c m\u1ed9t s\u1ea3n ph\u1ea9m m\u1edbi. Ho\u1eb7c thu h\u00fat s\u1ef1 quan t\u00e2m c\u1ee7a c\u00f4ng ch\u00fang \u0111\u1ed1i v\u1edbi c\u00f4ng t\u00e1c ho\u1eb7c s\u1ea3n ph\u1ea9m b\u1eb1ng c\u00e1ch th\u01b0\u1eddng xuy\u00ean ra \u201ctuy\u00ean b\u1ed1 ph\u00e1t bi\u1ec3u\u201d v\u1ec1 c\u00e1c ho\u1ea1t \u0111\u1ed9ng \u0111a d\u1ea1ng c\u1ee7a m\u00ecnh…<\/p>\n
–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0H\u00ecnh th\u1ee9c v\u00e0 quy m\u00f4 t\u1ed5 ch\u1ee9c b\u00e1n h\u00e0ng nh\u01b0 th\u1ebf n\u00e0o \u0111\u1ec3 gi\u1edbi thi\u1ec7u m\u1eb7t h\u00e0ng \u0111\u00e3 x\u00e1c \u0111\u1ecbnh:<\/p>\n
+ Qua nh\u00e2n vi\u00ean trong C\u00f4ng ty (t\u1edbi th\u0103m kh\u00e1ch h\u00e0ng, g\u1ecdi \u0111i\u1ec7n tho\u1ea1i);<\/p>\n
+ Qua c\u00e1c nh\u00e0 ph\u00e2n ph\u1ed1i;<\/p>\n
+ Qua c\u00e1c \u0111\u1ea1i di\u1ec7n b\u00e1n h\u00e0ng nh\u1eadn hoa h\u1ed3ng.<\/p>\n
T\u00f9y t\u1eebng tr\u01b0\u1eddng h\u1ee3p, m\u1ed7i ph\u00e2n \u0111o\u1ea1n th\u1ecb tr\u01b0\u1eddng kh\u00e1c nhau c\u00f3 th\u1ec3 ph\u1ea3n \u1ee9ng t\u00edch c\u1ef1c nh\u1ea5t v\u1edbi m\u1ed9t bi\u1ec7n ph\u00e1p c\u1ee5 th\u1ec3. Ch\u1eb3ng h\u1ea1n c\u00f3 th\u1ec3 c\u00e1ch t\u1ed1t nh\u1ea5t \u0111\u1ec3 \u0111i\u1ec1u h\u00e0nh m\u1ed9t th\u1ecb ph\u1ea7n c\u00f3 s\u1ed1 l\u01b0\u1ee3ng h\u00e0ng b\u00e1n ra l\u1edbn ho\u1eb7c y\u00eau c\u1ea7u ch\u1ea5t l\u01b0\u1ee3ng t\u01b0\u01a1ng \u0111\u1ed1i th\u1ea5p l\u00e0 giao cho c\u00e1c nh\u00e0 ph\u00e2n ph\u1ed1i ho\u1eb7c m\u00f4i gi\u1edbi trung gian (v\u00ed d\u1ee5 nh\u01b0 th\u1ecb tr\u01b0\u1eddng s\u1ea3n ph\u1ea9m m\u00ec \u0103n li\u1ec1n). Nh\u1eefng h\u00e0ng h\u00f3a \u0111\u1eb7c bi\u1ec7t ho\u1eb7c c\u00f3 s\u1ed1 l\u01b0\u1ee3ng b\u00e1n \u00edt c\u00f3 th\u1ec3 c\u1ea7n \u0111\u1ebfn nh\u1eefng ti\u1ebfp x\u00fac c\u00e1 nh\u00e2n do c\u00e1c nh\u00e2n vi\u00ean c\u1ee7a C\u00f4ng ty tr\u1ef1c ti\u1ebfp ti\u1ebfn h\u00e0nh.<\/p>\n
+ C\u1ea7n lo\u1ea1i nh\u00e2n vi\u00ean b\u00e1n h\u00e0ng nh\u01b0 th\u1ebf n\u00e0o:<\/p>\n
X\u00f4ng x\u00e1o; ki\u00ean nh\u1eabn; c\u00f3 chuy\u00ean m\u00f4n; xu\u1ea5t s\u1eafc; n\u1ed5i ti\u1ebfng; quan h\u1ec7 t\u1ed1t.<\/p>\n
+ \u0110\u1ed9i ng\u1ee7 nh\u00e2n vi\u00ean b\u00e1n h\u00e0ng c\u1ea7n c\u00f3 kinh nghi\u1ec7m g\u00ec:<\/p>\n
B\u1eb1ng c\u1ea5p chuy\u00ean nghi\u1ec7p; b\u1eb1ng \u0111\u1ea1i h\u1ecdc; b\u1eb1ng lo\u1ea1i kh\u00e1; s\u1ed1 n\u0103m kinh nghi\u1ec7m trong l\u0129nh v\u1ef1c; t\u1eebng b\u00e1n s\u1ea3n ph\u1ea9m t\u01b0\u01a1ng t\u1ef1; t\u00ecm s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m…<\/p>\n
+ C\u00e1c nh\u00e2n vi\u00ean b\u00e1n h\u00e0ng \u0111\u01b0\u1ee3c:<\/p>\n
T\u00ecm\/ tuy\u1ec3n d\u1ee5ng; \u0111\u00e0o t\u1ea1o; khuy\u1ebfn kh\u00edch, th\u01b0\u1edfng; gi\u00e1m s\u00e1t; k\u1ebf ho\u1ea1ch ti\u1ebfp x\u00fac, tri\u1ec3n khai t\u1ed5 ch\u1ee9c b\u00e1n h\u00e0ng…<\/p>\n
+ C\u00e2n nh\u1eafc kh\u00e1i ni\u1ec7m doanh s\u1ed1 trung b\u00ecnh:<\/p>\n
D\u1ef1 t\u00ednh ho\u1ea1t \u0111\u1ed9ng; \u0111i\u1ec1u khi\u1ec3n; h\u1ed7 tr\u1ee3; gi\u1eef l\u1ea1i…<\/p>\n
+ C\u00e1c nh\u00e0 ph\u00e2n ph\u1ed1i ho\u1eb7c \u0111\u1ea1i di\u1ec7n \u0111\u1ed9c l\u1eadp kh\u00e1c c\u00f3 quan t\u00e2m \u0111\u1ebfn s\u1ea3n ph\u1ea9m kh\u00f4ng, s\u1ea3n ph\u1ea9m n\u00e0y c\u00f3 quan tr\u1ecdng \u0111\u1ed1i v\u1edbi h\u1ecd kh\u00f4ng, \u1edf m\u1ee9c \u0111\u1ed9 n\u00e0o, v\u00e0 l\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 duy tr\u00ec c\u00e1c cam k\u1ebft c\u1ee7a h\u1ecd.<\/p>\n
T\u00f3m t\u1eaft ph\u00e2n t\u00edch n\u00e0y b\u1eb1ng m\u1ed9t b\u1ea3n mi\u00eau t\u1ea3 k\u1ebf ho\u1ea1ch b\u00e1n h\u00e0ng th\u1ef1c t\u1ebf. \u0110\u1ed3ng th\u1eddi t\u00f3m t\u1eaft nh\u1eefng chi ph\u00ed c\u1ee5 th\u1ec3 cho vi\u1ec7c l\u1eadp k\u1ebf ho\u1ea1ch t\u00e0i ch\u00ednh.<\/p>\n
V\u00ed d\u1ee5: T\u00f3m t\u1eaft chi ph\u00ed marketing v\u00e0 chi ph\u00ed b\u00e1n h\u00e0ng:<\/p>\n
Chi ph\u00ed th\u01b0\u1eddng xuy\u00ean h\u00e0ng th\u00e1ng\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a025.000.000<\/p>\n
Kh\u1ea3o s\u00e1t, thu th\u1eadp th\u00f4ng tin th\u1ecb tr\u01b0\u1eddng\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 \u00a0\u00a0\u00a01.000.000<\/p>\n
Chi ph\u00ed g\u00f3i m\u00ec nh\u1ecf (cho tr\u1ebb em) l\u00e0m t\u1eb7ng ph\u1ea9m\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a04.000.000<\/p>\n
Chi ph\u00ed \u0111i l\u1ea1i c\u1ee7a nh\u00e2n vi\u00ean b\u00e1n h\u00e0ng\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a05.000.000<\/p>\n
Gi\u00e1m \u0111\u1ed1c ti\u1ebfp \u0111\u00f3n, \u0111i th\u0103m c\u00e1c \u0111\u1ea1i l\u00fd\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a05.000.000<\/p>\n
Chi\u1ebft kh\u1ea5u\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 \u00a010.000.000<\/p>\n
Chi ph\u00ed \u0111\u1ed9t xu\u1ea5t trong n\u0103m\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a070.000.000<\/p>\n
Th\u00e1ng 3:<\/p>\n
\u0110\u1eb7t \u0111\u1ed3ng h\u1ed3 treo t\u01b0\u1eddng, \u00e1o ph\u00f4ng, b\u1eadt l\u1eeda l\u00e0m t\u1eb7ng ph\u1ea9m\u00a0\u00a0\u00a0\u00a015.000.000<\/p>\n
Th\u00e1ng 6:<\/p>\n
Th\u1eed nghi\u1ec7m s\u1ea3n ph\u1ea9m m\u1edbi tr\u00ean th\u1ecb tr\u01b0\u1eddng\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a020.000.000<\/p>\n
Th\u00e1ng 9:<\/p>\n
Chu\u1ea9n b\u1ecb b\u0103ng Video qu\u1ea3ng c\u00e1o\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a020.000.000<\/p>\n
Th\u00e1ng 12:<\/p>\n
\u0110\u1eb7t l\u1ecbch, \u00e1o ph\u00f4ng, b\u1eadt l\u1eeda l\u00e0m t\u1eb7ng ph\u1ea9m\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a015.000.000<\/p>\n
V\u00ed d\u1ee5: T\u00f3m t\u1eaft chi ph\u00ed qu\u1ea3ng c\u00e1o v\u00e0 x\u00fac ti\u1ebfn b\u00e1n h\u00e0ng<\/p>\n
Chi ph\u00ed th\u01b0\u1eddng xuy\u00ean h\u00e0ng th\u00e1ng\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a06.000.000<\/p>\n
Qu\u1ea3ng c\u00e1o tr\u00ean \u0111\u1ecba ph\u01b0\u01a1ng (l\u1ea7n l\u01b0\u1ee3t t\u1eebng t\u1ec9nh)\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a04.000.000<\/p>\n
Qu\u1ea3ng c\u00e1o tr\u00ean bi\u1ec3n hi\u1ec7u, trong c\u1eeda h\u00e0ng \u0111\u1ea1i l\u00fd\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a02.000.000<\/p>\n
Chi ph\u00ed \u0111\u1ed9t xu\u1ea5t trong n\u0103m\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a022.000.000<\/p>\n
Th\u00e1ng 9:<\/p>\n
Qu\u1ea3ng c\u00e1o c\u00e1c s\u1ea3n ph\u1ea9m m\u1edbi tr\u00ean b\u00e1o\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a07.000.000<\/p>\n
Th\u00e1ng 12:<\/p>\n
Qu\u1ea3ng c\u00e1o s\u1ea3n ph\u1ea9m m\u1edbi tr\u00ean tivi\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a015.000.000<\/p>\n
H\u00ecnh th\u00e0nh kh\u00e1i ni\u1ec7m \u201c doanh s\u1ed1 trung b\u00ecnh\u201d<\/p>\n
\u0110\u00e1nh gi\u00e1 v\u00e0 x\u00e1c \u0111\u1ecbnh \u201cdoanh s\u1ed1 trung b\u00ecnh\u201d kh\u00f4ng ph\u1ea3i l\u00e0 m\u1ed9t kh\u00e2u ch\u1ee7 ch\u1ed1t trong qu\u00e1 tr\u00ecnh l\u1eadp k\u1ebf ho\u1ea1ch kinh doanh, nh\u01b0ng \u0111\u1ed1i v\u1edbi m\u1ed9t s\u1ed1 doanh nghi\u1ec7p \u0111\u00f3 l\u00e0 m\u1ed9t vi\u1ec7c c\u00f3 \u00edch, \u0111\u1ed3ng th\u1eddi l\u00e0 m\u1ed9t c\u00f4ng c\u1ee5 qu\u1ea3n l\u00fd nh\u1eb1m th\u1ef1c hi\u1ec7n chi\u1ebfn l\u01b0\u1ee3c ti\u1ebfp th\u1ecb. \u0110\u1ec3 ph\u00e1t tri\u1ec3n kh\u00e1i ni\u1ec7m \u201cdoanh s\u1ed1 trung b\u00ecnh\u201d cho m\u1ed9t l\u1ea7n giao d\u1ecbch\/ b\u00e1n h\u00e0ng) cho doanh nghi\u1ec7p, c\u1ea7n c\u00e2n nh\u1eafc ho\u1eb7c d\u1ef1 t\u00ednh:<\/p>\n
–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0C\u1ea7n bao nhi\u00eau cu\u1ed9c ti\u1ebfp x\u00fac \u0111\u1ec3 th\u1ef1c hi\u1ec7n m\u1ed9t v\u1ee5 b\u00e1n h\u00e0ng v\u00e0 h\u1ebft bao nhi\u00eau th\u1eddi gian.<\/p>\n
–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0Nh\u1eefng l\u1ea7n b\u00e1n h\u00e0ng c\u00f3 t\u00ednh ch\u1ea5t l\u1eb7p \u0111i l\u1eb7p l\u1ea1i hay ch\u1ec9 \u0111\u01a1n l\u1ebb, v\u00e0 b\u00e1n h\u00e0ng nhi\u1ec1u chuy\u00ean l\u1eb7p l\u1ea1i d\u1ec5 ti\u1ebfn h\u00e0nh hay kh\u00f3 ti\u1ebfn h\u00e0nh.<\/p>\n
–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0Gi\u00e1 tr\u1ecb b\u00e1n b\u00e0ng \u00edt nh\u1ea5t d\u1ef1 t\u00ednh l\u00e0 bao nhi\u00eau; gi\u00e1 tr\u1ecb b\u00e1n h\u00e0ng nhi\u1ec1u nh\u1ea5t d\u1ef1 t\u00ednh l\u00e0 bao nhi\u00eau, gi\u1ea3i th\u00edch l\u00fd do ho\u1eb7c ch\u1ec9 r\u00f5 ngu\u1ed3n th\u00f4ng tin.<\/p>\n
–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0Theo ph\u01b0\u01a1ng th\u1ee9c b\u00e1n h\u00e0ng \u0111\u00e3 l\u1ef1a ch\u1ecdn th\u00ec s\u1ebd b\u00e1n \u0111\u01b0\u1ee3c bao nhi\u00eau h\u00e0ng, th\u01b0\u1eddng th\u00ec b\u00e1n \u0111\u01b0\u1ee3c nhi\u1ec1u hay \u00edt.<\/p>\n
–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0Doanh s\u1ed1 trung b\u00ecnh d\u1ef1 t\u00ednh l\u00e0 bao nhi\u00eau. C\u00f3 th\u1ec3 t\u00ednh t\u1eeb c\u00e1c th\u00f4ng tin \u0111\u00e3 n\u00f3i \u1edf tr\u00ean ho\u1eb7c d\u1ef1a v\u00e0o nh\u1eefng s\u1ed1 li\u1ec7u c\u1ee5 th\u1ec3 h\u01a1n t\u1eeb ki\u1ebfn th\u1ee9c ho\u1eb7c nghi\u00ean c\u1ee9u v\u1ec1 ng\u00e0nh \u0111\u00f3.<\/p>\n
–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0Chi ph\u00ed cho m\u1ed9t l\u1ea7n b\u00e1n h\u00e0ng \u0111i\u1ec3n h\u00ecnh l\u00e0 bao nhi\u00eau. R\u00f5 r\u00e0ng n\u1ebfu ph\u1ea3i m\u1ea5t 5 l\u1ea7n g\u1eb7p m\u1eb7t c\u00e1 nh\u00e2n \u0111\u1ec3 b\u00e1n \u0111\u01b0\u1ee3c m\u1ed9t m\u00f3n h\u00e0ng tr\u1ecb gi\u00e1 50 \u0111\u00f4la, vi\u1ec7c kinh doanh coi nh\u01b0 \u0111\u00e3 th\u1ea5t b\u1ea1i. Nh\u01b0ng n\u1ebfu l\u1ea7n b\u00e1n h\u00e0ng l\u1ea7n \u0111\u1ea7u ti\u00ean \u0111\u00f3 d\u1eabn \u0111\u1ebfn nh\u1eefng l\u1ea7n b\u00e1n h\u00e0ng ti\u1ebfp theo trong su\u1ed1t h\u00e0ng n\u0103m li\u1ec1n th\u00ec chi ph\u00ed nh\u01b0 v\u1eady l\u1ea1i h\u1ebft s\u1ee9c ti\u1ebfp ki\u1ec7m. Trong b\u1ea5t c\u1ee9 tr\u01b0\u1eddng h\u1ee3p n\u00e0o chi ph\u00ed cho m\u1ed9t l\u1ea7n b\u00e1n h\u00e0ng d\u00e0i h\u1ea1n ph\u1ea3i nh\u1ecf h\u01a1n ch\u00eanh l\u1ec7ch l\u00e3i b\u00e1n h\u00e0ng m\u00e0 ch\u00fang ta s\u1ebd th\u1ea3o lu\u1eadn \u1edf nh\u1eefng ph\u1ea7n sau.<\/p>\n
Ng\u01b0\u1eddi l\u1eadp k\u1ebf ho\u1ea1ch kh\u00f4ng n\u00ean ch\u1ec9 l\u1eadp k\u1ebf ho\u1ea1ch xung quanh m\u1ed9t doanh s\u1ed1 trung b\u00ecnh \u0111\u00e3 t\u00ednh n\u1ebfu kh\u1ed1i l\u01b0\u1ee3ng h\u00e0ng b\u00e1n ra th\u1ea5p nh\u1ea5t l\u00e0 cao nh\u1ea5t ch\u00eanh l\u1ec7ch nhau nhi\u1ec1u. Ph\u00e9p l\u1eadp k\u1ebf ho\u1ea1ch s\u1ebd sai l\u1ec7ch nghi\u00eam tr\u1ecdng n\u1ebfu c\u0103n c\u1ee9 n\u00e0o nhi\u1ec1u l\u1ea7n b\u00e1n h\u00e0ng qui m\u00f4 nh\u1ecf, b\u1edfi v\u00ec ch\u1ec9 c\u1ea7n m\u1ed9t l\u1ea7n b\u00e1n h\u00e0ng qui m\u00f4 l\u1edbn c\u0169ng c\u00f3 th\u1ec3 l\u00e0m sai l\u1ec7ch t\u00ednh kinh t\u1ebf ho\u1eb7c ph\u01b0\u01a1ng ph\u00e1p s\u1ea3n xu\u1ea5t d\u1ef1 t\u00ednh. Trong m\u1ed9t s\u1ed1 tr\u01b0\u1eddng h\u1ee3p kh\u00f4ng th\u1ec3 \u00e1p d\u1ee5ng kh\u00e1i ni\u1ec7m doanh s\u1ed1 trung b\u00ecnh. M\u1ed9t s\u1ed1 lo\u1ea1i ho\u1ea1t \u0111\u1ed9ng kinh doanh c\u00f3 t\u00ednh th\u1eddi v\u1ee5, s\u1ebd r\u01a1i v\u00e0o tr\u01b0\u1eddng h\u1ee3p n\u00e0y. V\u1edbi c\u00e1c ng\u00e0nh nh\u01b0 x\u00e2y d\u1ef1ng ho\u1eb7c t\u01b0 v\u1ea5n, n\u00ean d\u00f9ng c\u00e1c d\u1ef1 \u00e1n s\u1eafp tri\u1ec3n khai c\u1ee5 th\u1ec3 l\u00e0m c\u01a1 s\u1edf d\u1ef1 t\u00ednh k\u1ebf ho\u1ea1ch b\u00e1n h\u00e0ng. N\u00ean li\u00ean h\u1ec7 ph\u01b0\u01a1ng ph\u00e1p t\u00ednh to\u00e1n v\u1edbi \u0111\u1eb7c \u0111i\u1ec3m c\u1ee7a t\u1eebng ng\u00e0nh ho\u1eb7c c\u00e1ch th\u1ee9c b\u00e1n h\u00e0ng c\u1ee5 th\u1ec3.<\/p>\n
Kh\u00e1i ni\u1ec7m doanh s\u1ed1 trung b\u00ecnh c\u00f3 \u00edch kh\u00f4ng ch\u1ec9 trong vi\u1ec7c \u0111\u00e1nh gi\u00e1 c\u00e1c n\u1ed7 l\u1ef1c ti\u1ebfp th\u1ecb khi ti\u1ebfp c\u1eadn nh\u1eefng ph\u00e2n \u0111o\u1ea1n th\u1ecb tr\u01b0\u1eddng m\u1edbi c\u1ea7n c\u00f3 nh\u1eefng ph\u01b0\u01a1ng ph\u00e1p c\u1ea3i ti\u1ebfn, m\u00e0 c\u00f2n c\u00f3 \u00edch khi x\u00e1c \u0111\u1ecbnh nh\u1eefng t\u00e1c \u0111\u1ed9ng \u0111\u1ebfn t\u00ednh sinh l\u1ee3i c\u1ee7a doanh nghi\u1ec7p.<\/p>\n
5.5. \u00a0Ph\u00e2n t\u00edch c\u1ea1nh tranh<\/strong><\/h4>\n
\u0110\u1ed1i th\u1ee7 c\u1ea1nh tranh l\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3:<\/p>\n
+ X\u00fac ti\u1ebfn b\u00e1n h\u00e0ng<\/p>\n
+ T\u1ed5 ch\u1ee9c<\/p>\n
+ S\u1eafp x\u1ebfp \u0111\u1ed9i ng\u0169 nh\u00e2n vi\u00ean<\/p>\n
+ B\u00e1n h\u00e0ng<\/p>\n
+ Giao h\u00e0ng<\/p>\n
+ X\u00e1c \u0111\u1ecbnh gi\u00e1<\/p>\n
So s\u00e1nh v\u1edbi b\u1ea3n th\u00e2n doanh nghi\u1ec7p.<\/p>\n
5.6. \u00a0D\u1ef1 t\u00ednh doanh s\u1ed1 b\u00e1n h\u00e0ng<\/strong><\/h4>\n
Chi\u1ebfn l\u01b0\u1ee3c, chi\u1ebfn thu\u1eadt marketing, k\u1ebf ho\u1ea1ch b\u00e1n h\u00e0ng gi\u1edd \u0111\u00e2y \u0111\u00e3 c\u00f3 th\u1ec3 \u0111\u01b0a v\u00e0o \u0111\u1ec3 d\u1ef1 t\u00ednh doanh s\u1ed1 b\u00e1n h\u00e0ng. N\u1ebfu \u0111\u00e2y l\u00e0 m\u1ed9t doanh nghi\u1ec7p \u0111ang t\u1ed3n t\u1ea1i ho\u1eb7c \u0111ang c\u1ea5t c\u00e1nh d\u1ef1a tr\u00ean m\u1ed9t \u00fd t\u01b0\u1edfng \u0111\u00e3 \u0111\u01b0\u1ee3c th\u1eed nghi\u1ec7m, th\u00ec k\u1ebft qu\u1ea3 b\u00e1n h\u00e0ng t\u1eeb tr\u01b0\u1edbc, c\u00e1c kinh nghi\u1ec7m v\u00e0 \u00fd ki\u1ebfn ph\u1ea3n h\u1ed3i t\u1eeb kh\u00e1ch h\u00e0ng c\u00f3 th\u1ec3 \u0111\u00f3ng m\u1ed9t vai tr\u00f2 quan tr\u1ecdng trong vi\u1ec7c x\u00e1c \u0111\u1ecbnh doanh s\u1ed1 d\u1ef1 ki\u1ebfn. N\u1ebfu kh\u00f4ng th\u00ec nh\u1eefng d\u1ef1 t\u00ednh \u1edf \u0111\u00e2y t\u1ed3n t\u1ea1i \u0111\u1ed9c l\u1eadp. Ph\u1ed1i h\u1ee3p c\u00e1ch \u0111\u1ecbnh gi\u00e1 \u0111\u00e3 l\u1eadp v\u1edbi quy m\u00f4 v\u00e0 t\u1ea7n su\u1ea5t b\u00e1n h\u00e0ng trung b\u00ecnh, m\u1ee9c t\u0103ng tr\u01b0\u1edfng d\u1ef1 ki\u1ebfn \u0111\u1ec3 tr\u1ef1c ti\u1ebfp t\u00ednh doanh s\u1ed1 b\u00e1n h\u00e0ng d\u1ef1 ki\u1ebfn.<\/p>\n
B\u00e0i t\u1eadp v\u1ec1 x\u00e2y d\u1ef1ng v\u00e0 th\u1ef1c hi\u1ec7n chi\u1ebfn l\u01b0\u1ee3c Marketing<\/p>\n
C\u00f4ng ty m\u00ec \u0103n li\u1ec1n \u0111\u00e3 c\u00f3 nhi\u1ec1u kinh nghi\u1ec7m th\u1ef1c ti\u1ec5n qu\u00fd b\u00e1u v\u1ec1 ti\u1ebfp th\u1ecb c\u0169ng nh\u01b0 \u0111\u00e3 c\u00f3 nh\u1eefng k\u1ef9 n\u0103ng t\u1ed1t trong vi\u1ec7c x\u00e2y d\u1ef1ng m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c marketing ph\u00f9 h\u1ee3p v\u1edbi nh\u1eefng th\u1ebf m\u1ea1nh v\u00e0 \u0111i\u1ec3m y\u1ebfu c\u1ee7a m\u00ecnh. K\u1ebf ho\u1ea1ch hi\u1ec7n th\u1eddi ch\u1ee9a \u0111\u1ef1ng nh\u1eefng \u0111\u1eb7c \u0111i\u1ec3m \u0111\u1eb7c tr\u01b0ng c\u1ee7a hai khu v\u1ef1c th\u1ecb tr\u01b0\u1eddng ri\u00eang bi\u1ec7t: (i) c\u00e1c v\u00f9ng n\u00f4ng th\u00f4n mi\u1ec1n n\u00fai; v\u00e0 (ii) khu v\u1ef1c H\u00e0 N\u1ed9i, H\u1ea3i Ph\u00f2ng v\u00e0 c\u00e1c th\u00e0nh ph\u1ed1, khu c\u00f4ng nghi\u1ec7p l\u1edbn. \u0110\u1ed1i v\u1edbi c\u00e1c v\u00f9ng n\u00f4ng th\u00f4n mi\u1ec1n n\u00fai th\u00ec vi\u1ec7c \u00e1p d\u1ee5ng m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c \u201ccung \u0111\u1ea9y\u201d ch\u1ee7 y\u1ebfu s\u1eed d\u1ee5ng h\u1ec7 th\u1ed1ng ph\u00e2n ph\u1ed1i r\u1ed9ng kh\u1eafp l\u00e0 c\u1ef1c k\u1ef3 quan tr\u1ecdng. Trong khi \u0111\u00f3 \u1edf khu v\u1ef1c th\u00e0nh th\u1ecb v\u00e0 khu c\u00f4ng nghi\u1ec7p, tr\u01b0\u1edbc c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh ti\u1ec1m t\u00e0ng c\u1ea7n c\u1ed1 g\u1eafng t\u00ecm c\u00e1c bi\u1ec7n ph\u00e1p nh\u1eb1m t\u0103ng th\u1ecb ph\u1ea7n sau khi chuy\u1ec3n sang \u0111\u1ecba \u0111i\u1ec3m m\u1edbi. Vi\u1ec7c ph\u00e1t tri\u1ec3n m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c \u201cc\u1ea7u k\u00e9o\u201d \u1edf khu v\u1ef1c th\u00e0nh th\u1ecb v\u00e0 khu c\u00f4ng nghi\u1ec7p nh\u1eb1m x\u00e1c \u0111\u1ecbnh lo\u1ea1i kh\u00e1ch h\u00e0ng v\u00e0 \u0111\u1ed9ng c\u01a1 mua h\u00e0ng c\u1ee7a h\u1ecd s\u1ebd cho th\u1ea5y c\u1ea7n ph\u1ea3i c\u1ed1 g\u1eafng l\u00e0m g\u00ec. Qu\u00e1 tr\u00ecnh chuy\u1ec3n h\u01b0\u1edbng t\u1eeb s\u1ea3n xu\u1ea5t kinh doanh c\u00e1c s\u1ea3n ph\u1ea9m ch\u1ea5t l\u01b0\u1ee3ng th\u1ea5p sang c\u00e1c s\u1ea3n ph\u1ea9m ch\u1ea5t l\u01b0\u1ee3ng cao c\u1ea7n c\u00f3 chi\u1ebfn thu\u1eadt c\u1ea1nh tranh c\u00f3 hi\u1ec7u qu\u1ea3 l\u00e0m c\u01a1 s\u1edf cho chi\u1ebfn l\u01b0\u1ee3c marketing v\u00e0 ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m.<\/p>\n
C\u00f4ng ty \u0111\u1eb7t tr\u1ecdng t\u00e2m c\u1ee7ng c\u1ed1 v\u00e0 ho\u00e0n thi\u1ec7n ph\u01b0\u01a1ng th\u1ee9c b\u00e1n h\u00e0ng qua h\u1ec7 th\u1ed1ng \u0111\u1ea1i l\u00fd. C\u00e1c bi\u1ec7n ph\u00e1p sau \u0111\u00e2y l\u00e0 v\u00ed d\u1ee5 cho nh\u1eefng chi\u1ebfn thu\u1eadt \u0111ang \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng:<\/p>\n
+ Gi\u00e1m \u0111\u1ed1c C\u00f4ng ty s\u1ebd ti\u1ebfp t\u1ee5c gi\u1eef vai tr\u00f2 quan tr\u1ecdng trong vi\u1ec7c c\u1ee7ng c\u1ed1 quan h\u1ec7 m\u1eadt thi\u1ebft s\u1eb5n c\u00f3 v\u1edbi c\u00e1c t\u1ed5ng \u0111\u1ea1i l\u00fd, nh\u01b0 ch\u00fa tr\u1ecdng g\u1eb7p g\u1ee1 c\u00e1 nh\u00e2n m\u1ed9t khi c\u00e1c \u0111\u1ea1i l\u00fd v\u1ec1 tr\u1ee5 s\u1edf c\u1ee7a C\u00f4ng ty v\u00e0 th\u1ef1c hi\u1ec7n c\u00e1c chuy\u1ebfn vi\u1ebfng th\u0103m th\u01b0\u1eddng xuy\u00ean xu\u1ed1ng c\u00e1c t\u1ec9nh.<\/p>\n
+ Li\u00ean l\u1ea1c h\u00e0ng ng\u00e0y (qua \u0111i\u1ec7n tho\u1ea1i) v\u1edbi c\u00e1c t\u1ed5ng \u0111\u1ea1i l\u00fd \u0111\u1ec3 theo d\u00f5i l\u01b0\u1ee3ng m\u00ec b\u00e1n ra v\u00e0 l\u1eadp k\u1ebf ho\u1ea1ch v\u1eadn chuy\u1ec3n.<\/p>\n
+ S\u1ea3n xu\u1ea5t v\u00e0 cung c\u1ea5p cho c\u00e1c t\u1ed5ng \u0111\u1ea1t l\u00fd m\u1ed9t s\u1ed1 s\u1ea3n ph\u1ea9m khuy\u1ebfn m\u1ea1i nh\u01b0 t\u1eb7ng c\u00e1c g\u00f3i m\u00ec nh\u1ecf d\u00f9ng cho tr\u1ebb em theo s\u1ed1 l\u01b0\u1ee3ng m\u00ec lo\u1ea1i 1 b\u00e1n ra.<\/p>\n
+ C\u00f3 th\u1ec3 nghi\u00ean c\u1ee9u l\u00e0m g\u00f3i m\u00ec nh\u1ecf khuy\u1ebfn m\u1ea1i c\u00f3 b\u1ed5 sung i\u1ed1t d\u00e0nh cho th\u1ecb tr\u01b0\u1eddng mi\u1ec1n n\u00fai.<\/p>\n
+ L\u00e0m \u0111\u1ed3ng h\u1ed3 treo t\u01b0\u1eddng, l\u1ecbch, \u00e1o ph\u00f4ng, b\u1eadt l\u1eeda… in nh\u00e3n hi\u1ec7u c\u1ee7a C\u00f4ng ty \u0111\u1ec3 t\u1eb7ng cho c\u00e1c \u0111\u1ea1i l\u00fd v\u00e0 c\u00e1c c\u1eeda h\u00e0ng b\u00e1n l\u1ebb (2\u0111\u1ee3t\/ n\u0103m).<\/p>\n
+ \u0110\u1ecbnh gi\u00e1 sao cho l\u1ee3i nhu\u1eadn c\u1ee7a c\u00e1c \u0111\u1ea1i l\u00fd cao h\u01a1n 4-5% so v\u1edbi c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh (t\u1ee9c l\u1ee3i nhu\u1eadn c\u1ee7a \u0111\u1ea1i l\u00fd chi\u1ebfm kho\u1ea3ng 1,5% doanh thu\/ n\u0103m).<\/p>\n
+ Theo d\u00f5i bi\u1ebfn \u0111\u1ed9ng gi\u00e1 c\u1ea3 tr\u00ean th\u1ecb tr\u01b0\u1eddng, t\u0103ng t\u1ec9 l\u1ec7 chi\u1ebft kh\u1ea5u v\u00e0 gi\u1ea3m gi\u00e1 cho c\u00e1c \u0111\u1ea1i l\u00fd d\u1ef1a tr\u00ean l\u01b0\u1ee3ng ti\u00eau th\u1ee5.<\/p>\n
+ \u0110\u1ecbnh k\u1ef3 6 th\u00e1ng m\u1ed9t l\u1ea7n tung ra nh\u1eefng s\u1ea3n ph\u1ea9m m\u1edbi \u0111\u01b0\u1ee3c c\u1ea3i ti\u1ebfn v\u1ec1 ch\u1ea5t l\u01b0\u1ee3ng, m\u1eabu m\u00e3, bao b\u00ec, \u0111a d\u1ea1ng h\u01a1n v\u1ec1 ch\u1ee7ng lo\u1ea1i.<\/p>\n
+ S\u1eed d\u1ee5ng c\u00e1c ch\u01b0\u01a1ng tr\u00ecnh qu\u1ea3ng c\u00e1o qui m\u00f4 nh\u1ecf, chi ph\u00ed th\u1ea5p v\u00e0 trong ph\u1ea1m vi \u0111\u1ecba ph\u01b0\u01a1ng nh\u1eb1m l\u00e0m cho ng\u01b0\u1eddi ti\u00eau d\u00f9ng bi\u1ebft \u0111\u1ebfn s\u1ea3n ph\u1ea9m c\u1ee7a C\u00f4ng ty.<\/p>\n
C\u00f4ng ty s\u1ebd ti\u1ebfn h\u00e0nh t\u1eebng ch\u01b0\u01a1ng tr\u00ecnh qu\u1ea3ng c\u00e1o \u0111\u1ecbnh k\u1ef3 quy m\u00f4 nh\u1ecf trong ph\u1ea1m vi \u0111\u1ecba ph\u01b0\u01a1ng nh\u1eb1m l\u00e0m cho ng\u01b0\u1eddi ti\u00eau d\u00f9ng bi\u1ebft \u0111\u1ebfn s\u1ea3n ph\u1ea9m c\u1ee7a C\u00f4ng ty.<\/p>\n
+ Qu\u1ea3ng c\u00e1o tr\u00ean tivi \u0111\u1ecba ph\u01b0\u01a1ng.<\/p>\n
+ Qu\u1ea3ng c\u00e1o tr\u00ean b\u00e1o \u0111\u1ecba ph\u01b0\u01a1ng t\u1ea1i c\u00e1c t\u1ec9nh c\u00f3 b\u00e1n s\u1ea3n ph\u1ea9m c\u1ee7a C\u00f4ng ty.<\/p>\n
+ Qu\u1ea3ng c\u00e1o tr\u00ean bi\u1ec3n hi\u1ec7u, trong c\u1eeda h\u00e0ng c\u1ee7a c\u00e1c \u0111\u1ea1i l\u00fd (b\u00e1n gi\u1edbi thi\u1ec7u s\u1ea3n ph\u1ea9m, b\u0103ng r\u00f4n, k\u1ec7 \u0111\u1ec3 h\u00e0ng m\u1eabu…).<\/p>\n
T\u1ed5ng chi ph\u00ed ti\u1ebfp th\u1ecb, b\u00e1n h\u00e0ng, qu\u1ea3ng c\u00e1o kh\u00f4ng k\u1ec3 chi ph\u00ed chi\u1ebft kh\u1ea5u \u0111\u01b0\u1ee3c ho\u1ea1ch \u0111\u1ecbnh \u1edf m\u1ee9c 2% doanh thu h\u00e0ng n\u0103m (xem ph\u1ee5 l\u1ee5c B-l v\u00e0 B-2).<\/p>\n
Vi\u1ec7c ti\u1ebfn h\u00e0nh c\u00e1c bi\u1ec7n ph\u00e1p nh\u1eb1m c\u1ee7ng c\u1ed1 v\u00e0 t\u0103ng th\u1ecb ph\u1ea7n \u1edf t\u1eebng t\u1ec9nh s\u1ebd \u0111\u01b0\u1ee3c x\u00e1c \u0111\u1ecbnh trong k\u1ebf ho\u1ea1ch trung h\u1ea1n th\u00f4ng qua qu\u00e1 tr\u00ecnh ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m v\u00e0 ti\u1ebfp c\u1eadn th\u1ecb tr\u01b0\u1eddng ch\u1ea5t l\u01b0\u1ee3ng cao d\u1ef1a v\u00e0o nghi\u1ec7p v\u1ee5 ti\u1ebfp th\u1ecb \u0111\u01b0\u1ee3c chuy\u00ean m\u00f4n h\u00f3a. Do \u0111\u00f3, s\u1ebd c\u1ea7n c\u00f3 m\u1ed9t s\u1ed1 \u0111i\u1ec1u ch\u1ec9nh v\u1ec1 c\u01a1 c\u1ea5u t\u1ed5 ch\u1ee9c:<\/p>\n
+ Gi\u00e1m \u0111\u1ed1c C\u00f4ng ty s\u1ebd d\u00e0nh nhi\u1ec1u th\u1eddi gian h\u01a1n v\u00e0o vi\u1ec7c ho\u1ea1ch \u0111\u1ecbnh v\u00e0 th\u1ef1c hi\u1ec7n k\u1ebf ho\u1ea1ch ti\u1ebfp th\u1ecb h\u00e0ng n\u0103m, h\u00e0ng qu\u00ed.<\/p>\n
+ M\u1ed9t ph\u00f3 gi\u00e1m \u0111\u1ed1c s\u1ebd chuy\u00ean tr\u00e1ch \u0111i\u1ec1u ph\u1ed1i h\u00e0ng ti\u1ebfp th\u1ecb v\u00e0 b\u00e1n h\u00e0ng.<\/p>\n
+ Th\u00e0nh l\u1eadp b\u1ed9 ph\u1eadn ti\u1ebfp th\u1ecb\/ ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m, tuy\u1ec3n d\u1ee5ng th\u00eam 02 c\u00e1n b\u1ed9 ti\u1ebfp th\u1ecb c\u00f3 tr\u00ecnh \u0111\u1ed9 \u0111\u1ea1i h\u1ecdc.<\/p>\n
+ \u0110\u1ed9i ng\u0169 b\u00e1n h\u00e0ng hi\u1ec7n nay g\u1ed3m 7 ng\u01b0\u1eddi s\u1ebd \u0111\u01b0\u1ee3c c\u1ee7ng c\u1ed1.<\/p>\n
+ T\u00ecnh h\u00ecnh b\u00e1n h\u00e0ng, v\u1eadn chuy\u1ec3n, c\u00f4ng n\u1ee3 s\u1ebd \u0111\u01b0\u1ee3c b\u00e1o c\u00e1o h\u00e0ng ng\u00e0y \u0111\u1ec3 c\u00f3 bi\u1ec7n ph\u00e1p \u0111\u00f4n \u0111\u1ed1c k\u1ecbp th\u1eddi ti\u1ebfp t\u1ee5c th\u1ef1c hi\u1ec7n ch\u1ebf \u0111\u1ed9 th\u01b0\u1edfng theo doanh s\u1ed1 h\u00e0ng b\u00e1n ra.<\/p>\n
+ S\u1eed d\u1ee5ng d\u1ecbch v\u1ee5 t\u01b0 v\u1ea5n ng\u1eafn h\u1ea1n trong vi\u1ec7c \u0111\u00e0o t\u1ea1o nh\u00e2n vi\u00ean b\u00e1n h\u00e0ng, thi\u1ebft k\u1ebf ph\u01b0\u01a1ng ph\u00e1p nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng, th\u1eed nghi\u1ec7m s\u1ea3n ph\u1ea9m k\u1ec3 c\u1ea3 m\u1eabu m\u00e3 bao b\u00ec, thu th\u1eadp, ph\u00e2n t\u00edch th\u00f4ng tin ph\u1ea3n h\u1ed3i t\u1eeb kh\u00e1ch h\u00e0ng, ho\u1ea1ch \u0111\u1ecbnh v\u00e0 tri\u1ec3n khai k\u1ebf ho\u1ea1ch ti\u1ebfp th\u1ecb c\u1ee7a m\u00ecnh v\u00e0 thi\u1ebft k\u1ebf c\u00e1c ch\u01b0\u01a1ng tr\u00ecnh qu\u1ea3ng c\u00e1o tr\u00ean ph\u01b0\u01a1ng ti\u1ec7n th\u00f4ng tin \u0111\u1ea1i ch\u00fang.<\/p>\n
C\u00f4ng ty kh\u00f4ng ki\u1ec3m so\u00e1t gi\u00e1 b\u00e1n l\u1ebb \u0111\u1ebfn tay ng\u01b0\u00f2i ti\u00eau d\u00f9ng. Tr\u00ean th\u1ef1c t\u1ebf, m\u00ec lo\u1ea1i 1 c\u1ee7a C\u00f4ng ty th\u01b0\u1eddng \u0111\u01b0\u1ee3c b\u00e1n l\u1ebb v\u1edbi gi\u00e1 th\u1ea5p h\u01a1n 100-200 \u0111\u1ed3ng so v\u1edbi s\u1ea3n ph\u1ea9m c\u00f9ng lo\u1ea1i c\u1ee7a c\u00e1c \u0111\u1ed1i th\u1ee7 trong khi m\u00ec lo\u1ea1i 3 n\u00f3i chung kh\u00f4ng c\u00f3 s\u1ef1 kh\u00e1c bi\u1ec7t v\u1ec1 gi\u00e1. Chi ph\u00ed s\u1ea3n xu\u1ea5t th\u1ea5p cho ph\u00e9p C\u00f4ng ty duy tr\u00ec l\u1ee3i th\u1ebf v\u1ec1 gi\u00e1 c\u0169ng nh\u01b0 c\u00f3 s\u1ee9c h\u1ea5p d\u1eabn h\u01a1n \u0111\u1ed1i v\u1edbi c\u00e1c \u0111\u1ea1i l\u00fd.<\/p>\n
Gi\u00e1 xu\u1ea5t x\u01b0\u1edfng c\u00e1c lo\u1ea1i m\u00ec c\u1ee7a C\u00f4ng ty hi\u1ec7n nay nh\u01b0 sau:<\/p>\n
+ Lo\u1ea1i 1: 12 tri\u1ec7u \u0111\u1ed3ng\/ t\u1ea5n, t\u01b0\u01a1ng \u0111\u01b0\u01a1ng 29.000 \u0111\u1ed3ng\/ th\u00f9ng 30 g\u00f3i lo\u1ea1i 80g.<\/p>\n
+ Lo\u1ea1i 2: 10 tri\u1ec7u \u0111\u1ed3ng\/ t\u1ea5n, t\u01b0\u01a1ng \u0111\u01b0\u01a1ng 25.000 \u0111\u1ed3ng\/ 1 th\u00f9ng 30 g\u1ecdi lo\u1ea1i 80g.<\/p>\n
+ Lo\u1ea1i 3: 7 tri\u1ec7u \u0111\u1ed3ng\/ t\u1ea5n, t\u01b0\u01a1ng \u0111\u01b0\u01a1ng 7.000 \u0111\u1ed3ng\/ 1 kg.<\/p>\n
S\u1ea3n ph\u1ea9m \u0111\u01b0\u1ee3c giao t\u1eadn n\u01a1i cho c\u00e1c \u0111\u1ea1i l\u00fd b\u1eb1ng m\u1ed9t xe t\u1ea3i nh\u1ecf, 2 xe t\u1ea3i n\u1eb7ng c\u1ee7a C\u00f4ng ty ch\u1ea1y \u0111\u01b0\u00f2ng ng\u1eafn v\u00e0 h\u1ee3p \u0111\u1ed3ng thu\u00ea \u00f4t\u00f4 b\u00ean ngo\u00e0i ch\u1ea1y \u0111\u01b0\u1eddng d\u00e0i. Ng\u01b0\u1eddi giao h\u00e0ng cho c\u00e1c \u0111\u1ea1i l\u00fd l\u00e0 c\u00e1c nh\u00e2n vi\u00ean b\u00e1n h\u00e0ng c\u1ee7a C\u00f4ng ty. Kh\u1ed1i l\u01b0\u1ee3ng m\u1ed7i l\u1ea7n giao h\u00e0ng trung b\u00ecnh l\u00e0 1-2 t\u1ea5n, t\u01b0\u01a1ng \u0111\u01b0\u01a1ng 50-100 th\u00f9ng. C\u00f4ng ty \u00e1p d\u1ee5ng ph\u01b0\u01a1ng th\u1ee9c thanh to\u00e1n ti\u1ec1n theo t\u1eebng \u0111\u1ee3t giao h\u00e0ng – tr\u1ea3 ti\u1ec1n \u0111\u1ee3t tr\u01b0\u1edbc l\u1ea5y h\u00e0ng \u0111\u1ee3t sau. Ph\u01b0\u01a1ng th\u1ee9c n\u00e0y cho ph\u00e9p C\u00f4ng ty h\u1ea1n ch\u1ebf \u0111\u1ebfn m\u1ee9c th\u1ea5p nh\u1ea5t s\u1ed1 v\u1ed1n l\u01b0u \u0111\u1ed9ng t\u1ed3n \u0111\u1ecdng \u1edf c\u00e1c \u0111\u1ea1i l\u00fd, s\u1ea3n ph\u1ea9m c\u00f3 th\u1ec3 qua 3 c\u1ea5p \u0111\u1ea1i l\u00fd tr\u01b0\u1edbc khi t\u1edbi tay ng\u01b0\u1eddi b\u00e1n l\u1ebb.<\/p>\n
Chi\u1ebfn l\u01b0\u1ee3c marketing c\u1ee7a c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh ph\u1ea3n \u00e1nh nh\u1eefng l\u1ee3i th\u1ebf r\u00f5 r\u1ec7t c\u1ee7a h\u1ecd v\u1ec1 quy m\u00f4 s\u1ea3n xu\u1ea5t c\u0169ng nh\u01b0 truy\u1ec1n th\u1ed1ng kinh doanh (l\u00e0 c\u00e1c doanh nghi\u1ec7p nh\u00e0 n\u01b0\u1edbc ra \u0111\u1eddi t\u1eeb r\u1ea5t l\u00e2u) v\u00e0 s\u1ef1 \u0111a d\u1ea1ng v\u1ec1 s\u1ea3n ph\u1ea9m. Tuy nhi\u00ean, h\u1ecd c\u00f2n c\u00f3 nh\u1eefng h\u1ea1n ch\u1ebf nh\u01b0 quan h\u1ec7 k\u00e9m v\u1edbi c\u00e1c \u0111\u1ea1i l\u00fd. Nh\u1ea5t l\u00e0 nh\u1eefng \u0111\u1ea1t l\u00fd ngo\u00e0i khu v\u1ef1c \u0111\u1eb7t nh\u00e0 m\u00e1y s\u1ea3n xu\u1ea5t c\u1ee7a h\u1ecd. Ch\u00ednh s\u00e1ch gi\u00e1 c\u1ea3 thi\u1ebfu linh ho\u1ea1t, \u0111\u1ed9i ng\u0169 b\u00e1n h\u00e0ng kh\u00f4ng t\u1eadn t\u00ecnh v\u1edbi c\u00f4ng vi\u1ec7c nh\u01b0 \u1edf khu v\u1ef1c t\u01b0 nh\u00e2n.<\/p>\n
Hi\u1ec7n nay C\u00f4ng ty \u0111\u1ea1t s\u1ea3n l\u01b0\u1ee3ng trung b\u00ecnh 2 tri\u1ec7u g\u00f3i m\u00ec\/ th\u00e1ng t\u01b0\u01a1ng \u0111\u01b0\u01a1ng doanh thu 18 t\u1ef7 \u0111\u1ed3ng\/ n\u0103m. D\u1ef1 ki\u1ebfn v\u00e0o n\u0103m 2000, doanh thu ch\u1ec9 \u0111\u1ea1t m\u1ee9c t\u0103ng khi\u00eam t\u1ed1n c\u00f9ng v\u1edbi vi\u1ec7c ti\u1ebfp t\u1ee5c t\u0103ng s\u1ea3n l\u01b0\u1ee3ng ti\u00eau th\u1ee5 m\u00ec lo\u1ea1i 1. S\u1ea3n ph\u1ea9m b\u1ed9t canh kh\u00e1 th\u00e0nh c\u00f4ng d\u1ef1 ki\u1ebfn s\u1ea3n l\u01b0\u1ee3ng s\u1ebd t\u0103ng tr\u01b0\u1edfng v\u1edbi nhi\u1ec7p \u0111\u1ed9 trung b\u00ecnh 10%\/ n\u0103m trong th\u1eddi gian t\u1edbi.<\/p>\n
\u0110\u1ed1i v\u1edbi c\u00e1c s\u1ea3n ph\u1ea9m m\u1edbi, C\u00f4ng ty kh\u00f4ng \u0111\u1eb7t m\u1ee5c ti\u00eau \u0111\u1ea1t doanh s\u1ed1 \u0111\u00e1ng k\u1ec3 trong 2 n\u0103m \u0111\u1ea7u. K\u1ec3 t\u1eeb n\u0103m 2000, sau khi \u0111\u00e3 \u1ed5n \u0111\u1ecbnh v\u1ec1 m\u1ecdi m\u1eb7t t\u1ea1i \u0111\u1ecba \u0111i\u1ec3m m\u1edbi, d\u1ef1 ki\u1ebfn doanh thu c\u00e1c lo\u1ea1i s\u1ea3n ph\u1ea9m m\u1edbi s\u1ebd t\u0103ng v\u1edbi t\u1ed1c \u0111\u1ed9 50%\/ n\u0103m trong 2 – 3 n\u0103m ti\u1ebfp theo, sau \u0111\u00f3 s\u1ebd t\u0103ng ch\u1eadm l\u1ea1i.<\/p>\n
D\u1ef1 ki\u1ebfn doanh thu:<\/p>\n
\u0110\u01a1n v\u1ecb: t\u1ef7 \u0111\u1ed3ng<\/p>\n
\n\n\n
\n \n T\u1ed5ng<\/strong><\/p>\n
\u00a0<\/p>\n<\/td>\n
\n N\u0103m<\/strong><\/p>\n
\u00a0<\/p>\n
\u00a0<\/p>\n<\/td>\n
\n N\u0103m<\/strong><\/p>\n
\u00a0<\/p>\n
\u00a0<\/p>\n<\/td>\n
\n N\u0103m<\/strong><\/p>\n
\u00a0<\/p>\n
\u00a0<\/p>\n<\/td>\n
\n N\u0103m<\/strong><\/p>\n
\u00a0<\/p>\n
\u00a0<\/p>\n<\/td>\n
\n N\u0103m<\/strong><\/p>\n
\u00a0<\/p>\n
\u00a0<\/p>\n<\/td>\n
\n N\u0103m<\/strong><\/p>\n
\u00a0<\/p>\n
\u00a0<\/p>\n<\/td>\n<\/tr>\n
\n \n doanh thu<\/strong><\/p>\n
\u00a0<\/p>\n
\u00a0<\/p>\n<\/td>\n
\n 1997<\/strong><\/p>\n
\u00a0<\/p>\n
\u00a0<\/p>\n<\/td>\n
\n 1998<\/strong><\/p>\n
\u00a0<\/p>\n
\u00a0<\/p>\n<\/td>\n
\n 1999<\/strong><\/p>\n
\u00a0<\/p>\n
\u00a0<\/p>\n<\/td>\n
\n 2000<\/strong><\/p>\n
\u00a0<\/p>\n
\u00a0<\/p>\n<\/td>\n
\n 2001<\/strong><\/p>\n
\u00a0<\/p>\n
\u00a0<\/p>\n<\/td>\n
\n 2002<\/strong><\/p>\n
\u00a0<\/p>\n<\/td>\n<\/tr>\n
\n \n M\u00ec lo\u1ea1i 1<\/p>\n
\u00a0<\/p>\n<\/td>\n
\n 18<\/p>\n
\u00a0<\/p>\n
\u00a0<\/p>\n<\/td>\n
\n 18<\/p>\n
\u00a0<\/p>\n
\u00a0<\/p>\n<\/td>\n
\n 19,2<\/p>\n
\u00a0<\/p>\n
\u00a0<\/p>\n<\/td>\n
\n 20,3<\/p>\n
\u00a0<\/p>\n
\u00a0<\/p>\n<\/td>\n
\n 21,6<\/p>\n
\u00a0<\/p>\n
\u00a0<\/p>\n<\/td>\n
\n 22,9<\/p>\n
\u00a0<\/p>\n
\u00a0<\/p>\n<\/td>\n<\/tr>\n
\n \n M\u00ec lo\u1ea1i 2<\/p>\n
\u00a0<\/p>\n
\u00a0<\/p>\n<\/td>\n
\n 6,3<\/p>\n
\u00a0<\/p>\n
\u00a0<\/p>\n<\/td>\n
\n 6,3<\/p>\n
\u00a0<\/p>\n
\u00a0<\/p>\n<\/td>\n
\n 7,0<\/p>\n
\u00a0<\/p>\n
\u00a0<\/p>\n<\/td>\n
\n 7,7<\/p>\n
\u00a0<\/p>\n
\u00a0<\/p>\n<\/td>\n
\n 8,5<\/p>\n
\u00a0<\/p>\n
\u00a0<\/p>\n<\/td>\n
\n 9,2<\/p>\n
\u00a0<\/p>\n
\u00a0<\/p>\n<\/td>\n<\/tr>\n
\n \n M\u00ec lo\u1ea1i 3<\/p>\n
\u00a0<\/p>\n<\/td>\n
\n 6,3<\/p>\n
\u00a0<\/p>\n
\u00a0<\/p>\n<\/td>\n
\n 6,3<\/p>\n
\u00a0<\/p>\n
\u00a0<\/p>\n<\/td>\n
\n 6,3<\/p>\n
\u00a0<\/p>\n
\u00a0<\/p>\n<\/td>\n
\n 6,3<\/p>\n
\u00a0<\/p>\n
\u00a0<\/p>\n<\/td>\n
\n 6,3<\/p>\n
\u00a0<\/p>\n
\u00a0<\/p>\n<\/td>\n
\n 6,3<\/p>\n
\u00a0<\/p>\n
\u00a0<\/p>\n<\/td>\n<\/tr>\n
\n \n B\u1ed9t canh<\/p>\n
\u00a0<\/p>\n
\u00a0<\/p>\n<\/td>\n
\n 3,6<\/p>\n
\u00a0<\/p>\n
\u00a0<\/p>\n<\/td>\n
\n 2,7<\/p>\n
\u00a0<\/p>\n
\u00a0<\/p>\n<\/td>\n
\n 2,4<\/p>\n
\u00a0<\/p>\n
\u00a0<\/p>\n<\/td>\n
\n 2,0<\/p>\n
\u00a0<\/p>\n
\u00a0<\/p>\n<\/td>\n
\n 1,8<\/p>\n
\u00a0<\/p>\n
\u00a0<\/p>\n<\/td>\n
\n 1,5<\/p>\n
\u00a0<\/p>\n
\u00a0<\/p>\n<\/td>\n<\/tr>\n
\n \n S\u1ea3n ph\u1ea9m m\u1edbi<\/p>\n
\u00a0<\/p>\n
\u00a0<\/p>\n<\/td>\n
\n 1,8<\/p>\n
\u00a0<\/p>\n
\u00a0<\/p>\n<\/td>\n
\n 2,7<\/p>\n
\u00a0<\/p>\n
\u00a0<\/p>\n<\/td>\n
\n 3,0<\/p>\n
\u00a0<\/p>\n
\u00a0<\/p>\n<\/td>\n
\n 3,0<\/p>\n
\u00a0<\/p>\n
\u00a0<\/p>\n<\/td>\n
\n 3,5<\/p>\n
\u00a0<\/p>\n
\u00a0<\/p>\n<\/td>\n
\n 3,7<\/p>\n
\u00a0<\/p>\n
\u00a0<\/p>\n<\/td>\n<\/tr>\n
\n \u00a0<\/td>\n \u00a0<\/td>\n \u00a0<\/td>\n \n 0,5<\/p>\n
\u00a0<\/p>\n
\u00a0<\/p>\n<\/td>\n
\n 1<\/p>\n
\u00a0<\/p>\n
\u00a0<\/p>\n<\/td>\n
\n 1,5<\/p>\n
\u00a0<\/p>\n
\u00a0<\/p>\n<\/td>\n
\n 2,2<\/p>\n
\u00a0<\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n
C\u00e2u h\u1ecfi:<\/p>\n
1.\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0Nh\u1eefng v\u1ea5n \u0111\u1ec1 \u0111\u1eb7t ra \u1edf c\u00f4ng ty s\u1ea3n xu\u1ea5t m\u00ec \u0103n li\u1ec1n?<\/p>\n
2.\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0Nh\u1eefng chi\u1ebfn l\u01b0\u1ee3c g\u00ec \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n \u0111\u1ec3 t\u0103ng doanh thu c\u1ee7a c\u00f4ng ty.<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"
K\u1ebf ho\u1ea1ch b\u00e1n h\u00e0ng l\u00e0 c\u01a1 s\u1edf \u0111\u1ec3 ph\u00e1t tri\u1ec3n kh\u00e1i ni\u1ec7m doanh s\u1ed1 trung b\u00ecnh (cho m\u1ed9t l\u1ea7n giao d\u1ecbch). Doanh s\u1ed1 trung b\u00ecnh l\u00e0 m\u1ed9t c\u00f4ng c\u1ee5 \u0111\u00e1nh gi\u00e1 k\u1ebf ho\u1ea1ch b\u00e1n h\u00e0ng v\u1ec1 m\u1eb7t chi ph\u00ed b\u00e1n h\u00e0ng v\u00e0 chi ph\u00ed kinh doanh n\u00f3i chung. N\u00f3 c\u0169ng \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng nh\u01b0 m\u1ed9t […]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[196,240],"tags":[392],"_links":{"self":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/7935"}],"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=7935"}],"version-history":[{"count":0,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/7935\/revisions"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=7935"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=7935"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=7935"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}