{"id":8377,"date":"2023-11-30T00:34:24","date_gmt":"2023-11-30T00:34:24","guid":{"rendered":"https:\/\/masterskills.org\/blog\/y-dinh-mua-hang-purchase-intent-la-gi-vai-tro-cach-do-luong-va-cac-luu-y.html"},"modified":"2023-12-21T14:23:50","modified_gmt":"2023-12-21T07:23:50","slug":"y-dinh-mua-hang-purchase-intent-la-gi-vai-tro-cach-do-luong-va-cac-luu-y","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/y-dinh-mua-hang-purchase-intent-la-gi-vai-tro-cach-do-luong-va-cac-luu-y.html","title":{"rendered":"\u00dd \u0111\u1ecbnh mua h\u00e0ng (Purchase Intent) l\u00e0 g\u00ec? Vai tr\u00f2, c\u00e1ch \u0111o l\u01b0\u1eddng v\u00e0 c\u00e1c l\u01b0u \u00fd"},"content":{"rendered":"
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(H\u00ecnh minh h\u1ecda: S4RB Blog)<\/p>\n<\/figcaption><\/figure>\n

\u00dd \u0111\u1ecbnh mua h\u00e0ng<\/font><\/h2>\n

Kh\u00e1i ni\u1ec7m<\/b><\/p>\n

\u00dd \u0111\u1ecbnh mua h\u00e0ng<\/b> trong ti\u1ebfng Anh l\u00e0 purchase intent<\/b>.\u00a0<\/p>\n

\u00dd \u0111\u1ecbnh mua h\u00e0ng<\/b> l\u00e0 x\u00e1c su\u1ea5t m\u00e0 kh\u00e1ch h\u00e0ng s\u1ebd mua m\u1ed9t s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5. \u0110\u1ec3 \u0111\u00e1nh gi\u00e1 \u00fd \u0111\u1ecbnh mua h\u00e0ng, c\u00e1c nh\u00e0 ti\u1ebfp th\u1ecb s\u1eed d\u1ee5ng m\u00f4 h\u00ecnh d\u1ef1 \u0111o\u00e1n \u0111\u1ec3 gi\u00fap x\u00e1c \u0111\u1ecbnh kh\u1ea3 n\u0103ng c\u1ee7a k\u1ebft qu\u1ea3 trong t\u01b0\u01a1ng lai d\u1ef1a tr\u00ean d\u1eef li\u1ec7u l\u1ecbch s\u1eed.\u00a0<\/p>\n

\u00dd \u0111\u1ecbnh mua h\u00e0ng l\u00e0 m\u1ed9t trong nh\u1eefng bi\u1ec7n ph\u00e1p l\u00e2u \u0111\u1eddi v\u00e0 \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng r\u1ed9ng r\u00e3i trong nghi\u00ean c\u1ee9u marketing. Vi\u1ec7c s\u1eed d\u1ee5ng n\u00f3 k\u00e9o d\u00e0i theo c\u00e1c lo\u1ea1i nghi\u00ean c\u1ee9u kh\u00e1c nhau (th\u1eed nghi\u1ec7m s\u1ea3n ph\u1ea9m v\u00e0 s\u1ea3n ph\u1ea9m m\u1edbi, th\u1eed nghi\u1ec7m bao b\u00ec, th\u1eed nghi\u1ec7m n\u1ed9i dung qu\u1ea3ng c\u00e1o, \u0111\u1ed5i m\u1edbi v\u00e0 \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u, v\u00e0 s\u1ef1 trung th\u00e0nh).\u00a0<\/p>\n

\u0110o l\u01b0\u1eddng \u00fd \u0111\u1ecbnh mua h\u00e0ng<\/font><\/h3>\n

Thang \u0111i\u1ec3m \u0111\u00e1nh gi\u00e1 ph\u1ed5 bi\u1ebfn nh\u1ea5t cho c\u00e2u h\u1ecfi “Kh\u1ea3 n\u0103ng b\u1ea1n mua s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5 n\u00e0y nh\u01b0 th\u1ebf n\u00e0o?” l\u00e0 5 l\u1ef1a ch\u1ecdn v\u1edbi c\u00e1c m\u1ee9c \u0111\u1ed9 sau:\u00a0<\/p>\n

1. Ch\u1eafc ch\u1eafn s\u1ebd mua\u00a0<\/i><\/p>\n

2. C\u00f3 l\u1ebd s\u1ebd mua\u00a0<\/i><\/p>\n

3. C\u00f3 th\u1ec3 ho\u1eb7c kh\u00f4ng th\u1ec3 mua\u00a0<\/i><\/p>\n

4. C\u00f3 l\u1ebd s\u1ebd kh\u00f4ng mua\u00a0<\/i><\/p>\n

5. Ch\u1eafc ch\u1eafn s\u1ebd kh\u00f4ng mua<\/i><\/p>\n

\u0110\u00e3 c\u00f3 nhi\u1ec1u R&D\u00a0trong nghi\u00ean c\u1ee9u s\u1ea3n ph\u1ea9m m\u1edbi k\u1ebft n\u1ed1i t\u1eebng c\u00e2u tr\u1ea3 l\u1eddi n\u00e0y v\u1edbi x\u00e1c su\u1ea5t mua th\u1ef1c t\u1ebf trong giai \u0111o\u1ea1n sau. M\u1ed7i l\u1ef1a ch\u1ecdn \u00fd \u0111\u1ecbnh mua h\u00e0ng (ch\u1eafc ch\u1eafn s\u1ebd mua, c\u00f3 l\u1ebd s\u1ebd mua,…) th\u01b0\u1eddng \u0111\u01b0\u1ee3c g\u00e1n m\u1ed9t x\u00e1c su\u1ea5t kh\u00e1c nhau. M\u1ed9t nguy\u00ean t\u1eafc d\u1ec5 nh\u1edb l\u00e0 81%, 27%, 9%, 3% v\u00e0 1% l\u1ea7n l\u01b0\u1ee3t cho t\u1eebng l\u1ef1a ch\u1ecdn. Ho\u1eb7c 75% cho l\u1ef1a ch\u1ecdn \u0111\u1ea7u ti\u00ean, 25% cho l\u1ef1a ch\u1ecdn th\u1ee9 hai v\u00e0 0% cho t\u1ea5t c\u1ea3 c\u00e1c l\u1ef1a ch\u1ecdn c\u00f2n l\u1ea1i.\u00a0<\/p>\n

Tuy nhi\u00ean, ng\u01b0\u1eddi ta bi\u1ebft r\u1eb1ng x\u00e1c su\u1ea5t mua th\u1ef1c t\u1ebf ph\u1ee5 thu\u1ed9c v\u00e0o danh m\u1ee5c ho\u1eb7c chu k\u00ec mua c\u1ee7a danh m\u1ee5c, v\u1edbi x\u00e1c su\u1ea5t th\u1ea5p h\u01a1n cho c\u00e1c s\u1ea3n ph\u1ea9m trong danh m\u1ee5c c\u00f3 chu k\u00ec mua d\u00e0i h\u01a1n. Ngo\u00e0i ra, \u0111\u1ed1i v\u1edbi c\u00e1c m\u1eb7t h\u00e0ng c\u00f3 gi\u00e1 cao h\u01a1n nh\u01b0 c\u00e1c m\u1eb7t h\u00e0ng thu\u1ed9c danh m\u1ee5c c\u00f4ng ngh\u1ec7 ho\u1eb7c h\u00e0ng l\u00e2u b\u1ec1n, gi\u00e1 c\u1ee7a s\u1ea3n ph\u1ea9m c\u0169ng l\u00e0 m\u1ed9t y\u1ebfu t\u1ed1 quy\u1ebft \u0111\u1ecbnh.<\/p>\n

\u00dd \u0111\u1ecbnh mua h\u00e0ng \u0111\u01b0\u1ee3c ch\u1ea5p nh\u1eadn r\u1ed9ng r\u00e3i v\u00ec n\u00f3 c\u00f3 gi\u00e1 tr\u1ecb b\u1ec1 m\u1eb7t (ngh\u0129a l\u00e0 \u0111o l\u01b0\u1eddng nh\u1eefng g\u00ec n\u00f3 d\u1ef1 \u0111\u1ecbnh \u0111o l\u01b0\u1eddng), n\u00f3 \u0111\u00e3 \u0111\u01b0\u1ee3c ch\u1ee9ng minh l\u00e0 c\u00f3 th\u1ec3 d\u1ef1 \u0111o\u00e1n, n\u00f3 l\u00e0 m\u1ed9t bi\u1ec7n ph\u00e1p \u0111\u01a1n gi\u1ea3n v\u00e0 \u0111\u1ecbnh h\u01b0\u1edbng h\u00e0nh vi. M\u1ed9t s\u1ed1 c\u00f4ng ty \u0111\u00e3 h\u00ecnh th\u00e0nh c\u00e1c ti\u00eau chu\u1ea9n h\u00e0nh vi ch\u1ec9 d\u1ef1a tr\u00ean \u00fd \u0111\u1ecbnh mua h\u00e0ng ho\u1eb7c d\u1ef1a tr\u00ean m\u1ed9t t\u1eadp h\u1ee3p nh\u1ecf c\u00e1c ch\u1ec9 s\u1ed1 \u0111o l\u01b0\u1eddng bao g\u1ed3m \u00fd \u0111\u1ecbnh mua h\u00e0ng.\u00a0<\/p>\n

L\u01b0u \u00fd khi s\u1eed d\u1ee5ng \u00fd \u0111\u1ecbnh mua h\u00e0ng<\/font><\/h3>\n

C\u00f3 m\u1ed9t \u0111i\u1ec1u quan tr\u1ecdng c\u1ea7n bi\u1ebft khi s\u1eed d\u1ee5ng \u00fd \u0111\u1ecbnh mua h\u00e0ng c\u1ee7a kh\u00e1ch h\u00e0ng.<\/p>\n

– \u0110\u1ea7u ti\u00ean, n\u00f3 c\u00f3 xu h\u01b0\u1edbng \u0111\u1ed9c \u0111o\u00e1n, tr\u1eeb khi nh\u1eefng g\u00ec \u0111\u01b0\u1ee3c \u0111\u00e1nh gi\u00e1 \u0111\u00e3 \u0111\u01b0\u1ee3c hi\u1ec3u r\u1ea5t r\u00f5.\u00a0<\/p>\n

– Th\u1ee9 hai, n\u00f3 c\u00f3 th\u1ec3 b\u1ecb \u1ea3nh h\u01b0\u1edfng m\u1ea1nh m\u1ebd b\u1edfi gi\u00e1 tuy\u1ec7t \u0111\u1ed1i c\u1ee7a nh\u1eefng g\u00ec \u0111ang \u0111\u01b0\u1ee3c \u0111\u00e1nh gi\u00e1.<\/p>\n

– Th\u1ee9 ba, n\u00f3 r\u1ea5t kh\u00e1c nhau t\u1eeb n\u01b0\u1edbc n\u00e0y qua n\u01b0\u1edbc kh\u00e1c, v\u00e0 l\u1ef1a ch\u1ecdn \u0111\u1ea7u ti\u00ean v\u00e0 l\u1ef1a ch\u1ecdn th\u1ee9 hai c\u00f3 th\u1ec3 r\u1ea5t cao t\u1ea1i c\u00e1c th\u1ecb tr\u01b0\u1eddng \u0111ang ph\u00e1t tri\u1ec3n.<\/p>\n

– Th\u1ee9 t\u01b0, n\u00f3 kh\u1ea3 nh\u1ea1y c\u1ea3m v\u1edbi c\u00e1c y\u1ebfu t\u1ed1 th\u1ef1c ti\u1ec5n. V\u00ed d\u1ee5, n\u1ebfu b\u1ea1n hi\u1ec3n th\u1ecb m\u1ed9t qu\u1ea3ng c\u00e1o, \u00fd \u0111\u1ecbnh mua h\u00e0ng c\u00f3 th\u1ec3 nh\u1ea1y c\u1ea3m v\u1edbi ch\u1ea5t l\u01b0\u1ee3ng c\u1ee7a qu\u1ea3ng c\u00e1o, h\u00ecnh \u1ea3nh \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng cho bao b\u00ec, con ng\u01b0\u1eddi, ho\u1eb7c phong c\u1ea3nh, gi\u00e1 c\u1ea3, s\u1ed1 l\u01b0\u1ee3ng s\u1ea3n ph\u1ea9m trong m\u1ed9t d\u00f2ng s\u1ea3n ph\u1ea9m, vi\u1ec7c s\u1eed d\u1ee5ng ng\u00f4n ng\u1eef c\u1ea3m x\u00fac,…<\/p>\n

Vai tr\u00f2 c\u1ee7a \u00fd \u0111\u1ecbnh mua h\u00e0ng<\/font><\/h3>\n

M\u1ee5c ti\u00eau quan tr\u1ecdng c\u1ee7a vi\u1ec7c \u0111\u00e1nh gi\u00e1 \u00fd \u0111\u1ecbnh mua h\u00e0ng l\u00e0 \u0111\u1ec3 hi\u1ec3u r\u00f5 h\u01a1n v\u1ec1 hi\u1ec7u qu\u1ea3 c\u1ee7a chi\u1ebfn d\u1ecbch truy\u1ec1n th\u00f4ng tr\u1ef1c tuy\u1ebfn ho\u1eb7c ngo\u1ea1i tuy\u1ebfn l\u00e0 g\u00ec v\u00e0 li\u1ec7u s\u1ed1 ti\u1ec1n chi cho c\u00e1c s\u00e1ng ki\u1ebfn marketing c\u00f3\u00a0t\u1ec9 l\u1ec7 ho\u00e0n v\u1ed1n\u00a0(ROI) c\u00f3 th\u1ec3 ch\u1ea5p nh\u1eadn \u0111\u01b0\u1ee3c hay kh\u00f4ng. M\u1ee5c ti\u00eau cu\u1ed1i c\u00f9ng c\u1ee7a vi\u1ec7c ph\u00e2n t\u00edch \u00fd \u0111\u1ecbnh mua h\u00e0ng l\u00e0 truy\u1ec1n t\u1ea3i \u0111\u00fang th\u00f4ng \u0111i\u1ec7p \u0111\u1ebfn \u0111\u00fang \u0111\u1ed1i t\u01b0\u1ee3ng v\u00e0o \u0111\u00fang th\u1eddi \u0111i\u1ec3m.<\/p>\n

Ph\u00e2n t\u00edch d\u1eef li\u1ec7u v\u1ec1 \u00fd \u0111\u1ecbnh c\u0169ng c\u00f3 th\u1ec3 ti\u1ebft l\u1ed9 khi kh\u00e1ch h\u00e0ng c\u00f3 khuynh h\u01b0\u1edbng mua m\u1ea1nh t\u1eeb m\u1ed9t nh\u00e0 cung c\u1ea5p c\u1ee5 th\u1ec3, v\u1edbi c\u00e1c \u1ee9ng d\u1ee5ng th\u1ef1c t\u1ebf t\u1eeb chi\u1ebfn d\u1ecbch ch\u1ea5m \u0111i\u1ec3m v\u00e0 nu\u00f4i d\u01b0\u1ee1ng kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng \u0111\u1ebfn qu\u1ea3ng c\u00e1o d\u1ef1a tr\u00ean l\u1eadp tr\u00ecnh v\u00e0 marketing t\u1eadp trung v\u00e0o m\u1ed9t kh\u00e1ch h\u00e0ng c\u1ee5 th\u1ec3 (account-based marketing – ABM). N\u1ebfu \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng hi\u1ec7u qu\u1ea3, \u00fd \u0111\u1ecbnh mua h\u00e0ng c\u00f3 th\u1ec3 c\u1ea3i thi\u1ec7n\u00a0t\u1ec9 l\u1ec7 chuy\u1ec3n \u0111\u1ed5i, \u0111\u1ea9y nhanh t\u1ed1c \u0111\u1ed9 giao d\u1ecbch v\u00e0 t\u1ea1o ra s\u1ef1 ph\u1ed1i h\u1ee3p m\u1ea1nh m\u1ebd h\u01a1n gi\u1eefa marketing v\u00e0 b\u00e1n h\u00e0ng.<\/p>\n

(Theo Techtarget<\/i>)<\/p>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

\n \u00dd \u0111\u1ecbnh mua h\u00e0ng (ti\u1ebfng Anh: Purchase Intent) l\u00e0 x\u00e1c su\u1ea5t m\u00e0 kh\u00e1ch h\u00e0ng s\u1ebd mua m\u1ed9t s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5.\n <\/div>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[418],"tags":[],"_links":{"self":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/8377"}],"collection":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/comments?post=8377"}],"version-history":[{"count":0,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/8377\/revisions"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=8377"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=8377"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=8377"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}