{"id":8503,"date":"2023-11-29T18:25:47","date_gmt":"2023-11-29T18:25:47","guid":{"rendered":"https:\/\/masterskills.org\/blog\/marketing-dia-phuong-local-marketing-la-gi-chien-luoc-marketing-dia-phuong.html"},"modified":"2023-12-21T14:27:29","modified_gmt":"2023-12-21T07:27:29","slug":"marketing-dia-phuong-local-marketing-la-gi-chien-luoc-marketing-dia-phuong","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/marketing-dia-phuong-local-marketing-la-gi-chien-luoc-marketing-dia-phuong.html","title":{"rendered":"Marketing \u0111\u1ecba ph\u01b0\u01a1ng (Local marketing) l\u00e0 g\u00ec? Chi\u1ebfn l\u01b0\u1ee3c marketing \u0111\u1ecba ph\u01b0\u01a1ng"},"content":{"rendered":"
\n
\n
<\/div>
\n

H\u00ecnh minh h\u1ecda (Ngu\u1ed3n: Chili)<\/p>\n<\/figcaption><\/figure>\n

Marketing \u0111\u1ecba ph\u01b0\u01a1ng<\/font><\/h2>\n

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

Marketing \u0111\u1ecba ph\u01b0\u01a1ng<\/b> hay ti\u1ebfp th\u1ecb \u0111\u1ecba ph\u01b0\u01a1ng <\/b>trong ti\u1ebfng Anh g\u1ecdi l\u00e0: Local marketing.<\/b><\/p>\n

Marketing \u0111\u1ecba ph\u01b0\u01a1ng<\/b> l\u00e0 m\u1ed9t thu\u1eadt ng\u1eef ch\u1ec9 vi\u1ec7c t\u1eadp h\u1ee3p c\u00e1c ch\u01b0\u01a1ng tr\u00ecnh ho\u1ea1t \u0111\u1ed9ng h\u1ed7 tr\u1ee3 \u0111\u01b0\u1ee3c \u0111\u1ecba ph\u01b0\u01a1ng th\u1ef1c hi\u1ec7n nh\u1eb1m c\u1ea3i thi\u1ec7n kh\u1ea3 n\u0103ng c\u1ea1nh tranh c\u1ee7a \u0111\u1ecba ph\u01b0\u01a1ng v\u00e0 ph\u00e1t tri\u1ec3n kinh t\u1ebf; v\u00ec th\u1ebf c\u00f3 th\u1ec3 th\u1ea5y r\u1eb1ng ho\u1ea1t \u0111\u1ed9ng Marketing \u0111\u1ecba ph\u01b0\u01a1ng l\u00e0 m\u1ed9t ho\u1ea1t \u0111\u1ed9ng v\u00f4 c\u00f9ng c\u1ea7n thi\u1ebft trong chi\u1ebfn l\u01b0\u1ee3c ph\u00e1t tri\u1ec3n kinh t\u1ebf x\u00e3 h\u1ed9i. <\/p>\n

Hi\u1ec7n nay, t\u1ea1i nhi\u1ec1u n\u01b0\u1edbc tr\u00ean th\u1ebf gi\u1edbi, marketing \u0111\u1ecba ph\u01b0\u01a1ng \u0111ang ph\u1ed5 bi\u1ebfn v\u00e0 mang l\u1ea1i nh\u1eefng l\u1ee3i th\u1ebf c\u1ea1nh tranh v\u01b0\u1ee3t tr\u1ed9i b\u1ec1n v\u1eefng h\u01a1n so v\u1edbi \u0111\u1ecba ph\u01b0\u01a1ng, qu\u1ed1c gia th\u1ee5 \u0111\u1ed9ng kh\u00e1c, v\u1edbi t\u01b0 duy m\u1edbi, ch\u00ednh quy\u1ec1n ph\u1ee5c v\u1ee5 ng\u01b0\u1eddi d\u00e2n, doanh nghi\u1ec7p v\u00e0 xem b\u1ea3n th\u00e2n \u0111\u1ecba ph\u01b0\u01a1ng m\u00ecnh c\u0169ng l\u00e0 m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u. <\/p>\n

S\u1ef1 th\u00e0nh c\u00f4ng trong Marketing \u0111\u1ecba ph\u01b0\u01a1ng th\u1ec3 hi\u1ec7n nh\u1eefng n\u1ed7 l\u1ef1c c\u1ee7a ch\u00ednh \u0111\u1ecba ph\u01b0\u01a1ng \u0111\u00f3 trong c\u00f4ng vi\u1ec7c th\u1ef1c hi\u1ec7n chi\u1ebfn l\u01b0\u1ee3c Marketing cho \u0111\u1ecba ph\u01b0\u01a1ng m\u00ecnh.<\/p>\n

(Theo: Chi\u1ebfn l\u01b0\u1ee3c marketing \u0111\u1ecba ph\u01b0\u01a1ng nh\u1eb1m thu h\u00fat kh\u00e1ch du l\u1ecbch \u0111\u1ebfn t\u1ec9nh \u0110\u1ed3ng Nai, \u0110\u1ea1i h\u1ecdc V\u0103n Hi\u1ebfn, 2015) <\/i><\/p>\n

Theo Philip Kotler (2004), Marketing \u0111\u1ecba ph\u01b0\u01a1ng<\/b> \u0111\u01b0\u1ee3c \u0111\u1ecbnh ngh\u0129a l\u00e0 vi\u1ec7c thi\u1ebft k\u1ebf h\u00ecnh t\u01b0\u1ee3ng c\u1ee7a m\u1ed9t \u0111\u1ecba ph\u01b0\u01a1ng \u0111\u1ec3 th\u1ecfa m\u00e3n nhu c\u1ea7u c\u1ee7a nh\u1eefng th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau. \u0110i\u1ec1u n\u00e0y th\u00e0nh c\u00f4ng khi ng\u01b0\u1eddi d\u00e2n v\u00e0 c\u00e1c doanh nghi\u1ec7p s\u1eb5n l\u00f2ng h\u1ee3p t\u00e1c v\u1edbi c\u1ed9ng \u0111\u1ed3ng v\u00e0 s\u1ef1 mong ch\u1edd c\u1ee7a nh\u1eefng ng\u01b0\u1eddi du l\u1ecbch v\u00e0 nh\u00e0 \u0111\u1ea7u t\u01b0.<\/p>\n

(Theo: Marketing \u0111\u1ecba ph\u01b0\u01a1ng v\u00e0 marketing \u0111\u1ecba ph\u01b0\u01a1ng trong ph\u00e1t tri\u1ec3n du l\u1ecbch, \u0110\u1ea1i h\u1ecdc Sao \u0110\u1ecf, )<\/i><\/p>\n

Chi\u1ebfn l\u01b0\u1ee3c marketing \u0111\u1ecba ph\u01b0\u01a1ng<\/font><\/h3>\n

\u0110\u1ec3 thu h\u00fat \u0111\u1ea7u t\u01b0 m\u1ed9t c\u00e1ch hi\u1ec7u qu\u1ea3, \u0111\u00f2i h\u1ecfi c\u00e1c \u0111\u1ecba ph\u01b0\u01a1ng ph\u1ea3i c\u00f3 nh\u1eefng c\u00e1ch th\u1ee9c v\u00e0 nh\u1eefng gi\u1ea3i ph\u00e1p nh\u1eb1m tuy\u00ean truy\u1ec1n, qu\u1ea3ng b\u00e1 v\u00e0 m\u1eddi g\u1ecdi c\u00e1c nh\u00e0 \u0111\u1ea7u t\u01b0 v\u1ec1 v\u1edbi \u0111\u1ecba ph\u01b0\u01a1ng m\u00ecnh. <\/p>\n

Mu\u1ed1n th\u1ef1c hi\u1ec7n t\u1ed1t nhi\u1ec7m v\u1ee5 n\u00e0y, vi\u1ec7c c\u00f3 m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c marketing \u0111\u1ecba ph\u01b0\u01a1ng l\u00e0 \u0111i\u1ec1u v\u00f4 c\u00f9ng c\u1ea7n thi\u1ebft.<\/p>\n

Ti\u1ebfp c\u1eadn \u0111\u1ecba ph\u01b0\u01a1ng nh\u01b0 m\u1ed9t s\u1ea3n ph\u1ea9m c\u1ea7n ti\u1ebfp th\u1ecb t\u1edbi kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau, chi\u1ebfn l\u01b0\u1ee3c marketing \u0111\u01b0\u1ee3c x\u00e2y d\u1ef1ng v\u1edbi m\u1ee5c ti\u00eau \u0111\u00e1nh gi\u00e1 \u0111\u01b0\u1ee3c nh\u1eefng th\u1ebf m\u1ea1nh – h\u1ea1n ch\u1ebf v\u1ec1 m\u1ecdi ngu\u1ed3n l\u1ef1c c\u1ee7a \u0111\u1ecba ph\u01b0\u01a1ng, d\u1ef1 b\u00e1o xu th\u1ebf ph\u00e1t tri\u1ec3n trong t\u01b0\u01a1ng lai, nh\u1eefng c\u00e1ch th\u1ee9c c\u1ea3i thi\u1ec7n h\u1ea1n ch\u1ebf. <\/p>\n

T\u1eeb \u0111\u00f3, x\u00e1c \u0111\u1ecbnh m\u1ed9t trong nh\u1eefng nhi\u1ec7m v\u1ee5 c\u01a1 b\u1ea3n chi\u1ebfn l\u01b0\u1ee3c c\u1ee7a marketing \u0111\u1ecba ph\u01b0\u01a1ng l\u00e0 thu h\u00fat \u0111\u1ea7u t\u01b0 v\u00e0o c\u00e1c khu c\u00f4ng nghi\u1ec7p nh\u1eb1m th\u00fac \u0111\u1ea9y ph\u00e1t tri\u1ec3n kinh t\u1ebf \u0111\u1ecba ph\u01b0\u01a1ng. Chi\u1ebfn l\u01b0\u1ee3c marketing \u0111\u1ecba ph\u01b0\u01a1ng v\u1edbi m\u1ee5c ti\u00eau thu h\u00fat FDI c\u00f3 m\u1ed1i quan h\u1ec7 ch\u1eb7t ch\u1ebd v\u1edbi nhau. <\/p>\n

X\u00e2y d\u1ef1ng chi\u1ebfn l\u01b0\u1ee3c marketing \u0111\u1ecba ph\u01b0\u01a1ng nh\u1eb1m m\u1ee5c \u0111\u00edch tr\u1ea3 l\u1eddi 3 c\u00e2u h\u1ecfi: (i) v\u1ecb th\u1ebf hi\u1ec7n t\u1ea1i c\u1ee7a \u0111\u1ecba ph\u01b0\u01a1ng tr\u00ean th\u1ecb tr\u01b0\u1eddng FDI; (ii) v\u1ecb tr\u00ed mong mu\u1ed1n trong t\u01b0\u01a1ng lai c\u1ee7a \u0111\u1ecba ph\u01b0\u01a1ng tr\u00ean th\u1ecb tr\u01b0\u1eddng FDI; (iii) gi\u1ea3i ph\u00e1p c\u1ee7a \u0111\u1ecba ph\u01b0\u01a1ng nh\u1eb1m mong mu\u1ed1n \u0111\u1ea1t \u0111\u01b0\u1ee3c v\u1ecb tr\u00ed \u0111\u00f3.<\/p>\n

Thi\u1ebft k\u1ebf chi\u1ebfn l\u01b0\u1ee3c marketing \u0111\u1ecba ph\u01b0\u01a1ng l\u00e0 c\u00e1ch th\u1ee9c m\u00e0 c\u00e1c ch\u1ee7 th\u1ec3 marketing \u0111\u1ecba ph\u01b0\u01a1ng c\u1ea7n ph\u1ea3i \u0111\u1ea7u t\u01b0 th\u1ef1c hi\u1ec7n \u0111\u1ec3 gia t\u0103ng ch\u1ea5t l\u01b0\u1ee3ng c\u1ee7a c\u00e1c y\u1ebfu t\u1ed1 marketing t\u1ea1i \u0111\u1ecba ph\u01b0\u01a1ng c\u1ee7a m\u00ecnh. <\/p>\n

Th\u00f4ng th\u01b0\u1eddng c\u00e1c nh\u00e0 marketing \u0111\u1ecba ph\u01b0\u01a1ng s\u1eed d\u1ee5ng c\u00e1c chi\u1ebfn l\u01b0\u1ee3c marketing th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ecba ph\u01b0\u01a1ng l\u00e0: (1) Marketing h\u00ecnh \u1ea3nh \u0111\u1ecba ph\u01b0\u01a1ng (Image); (2) Marketing \u0111\u1eb7c tr\u01b0ng n\u1ed5i b\u1eadt (Attraction) c\u1ee7a \u0111\u1ecba ph\u01b0\u01a1ng; (3) Marketing h\u1ea1 t\u1ea7ng c\u01a1 s\u1edf \u0111\u1ecba ph\u01b0\u01a1ng; v\u00e0 (4) Marketing con ng\u01b0\u1eddi c\u1ee7a \u0111\u1ecba ph\u01b0\u01a1ng.<\/p>\n

(T\u00e0i li\u1ec7u tham kh\u1ea3o: Chi\u1ebfn l\u01b0\u1ee3c marketing \u0111\u1ecba ph\u01b0\u01a1ng: M\u00f4 h\u00ecnh v\u00e0 thang \u0111o nghi\u00ean c\u1ee9u, Nguy\u1ec5n Huy Ho\u00e0ng, T\u1ea1p ch\u00ed C\u00f4ng th\u01b0\u01a1ng, )<\/i><\/p>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

\n Marketing \u0111\u1ecba ph\u01b0\u01a1ng (ti\u1ebfng Anh: Local marketing) l\u00e0 m\u1ed9t ho\u1ea1t \u0111\u1ed9ng v\u00f4 c\u00f9ng c\u1ea7n thi\u1ebft trong chi\u1ebfn l\u01b0\u1ee3c ph\u00e1t tri\u1ec3n kinh t\u1ebf x\u00e3 h\u1ed9i.\n <\/div>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[422],"tags":[],"_links":{"self":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/8503"}],"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=8503"}],"version-history":[{"count":0,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/8503\/revisions"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=8503"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=8503"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=8503"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}