{"id":1346,"date":"2022-03-13T14:57:43","date_gmt":"2022-03-13T14:57:43","guid":{"rendered":"https:\/\/migoda.vn\/xay-dung-thuong-hieu-cho-doanh-nghiep-1647183459"},"modified":"2023-04-19T04:52:27","modified_gmt":"2023-04-19T04:52:27","slug":"xay-dung-thuong-hieu-doanh-nghiep","status":"publish","type":"post","link":"https:\/\/migoda.vn\/blog\/xay-dung-thuong-hieu-doanh-nghiep\/","title":{"rendered":"Quy tr\u00ecnh x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u cho doanh nghi\u1ec7p Vi\u1ec7t Nam"},"content":{"rendered":"
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TCCTThS. NGUY\u1ec4N V\u0102N T\u00c2M (Khoa Kinh doanh th\u01b0\u01a1ng m\u1ea1i, Tr\u01b0\u1eddng \u0110\u1ea1i h\u1ecdc V\u0103n Lang)<\/span><\/p>\n

T\u00d3M T\u1eaeT: <\/strong><\/span><\/p>\n

B\u00e0i vi\u1ebft n\u00e0y nh\u1eb1m m\u1ee5c \u0111\u00edch gi\u1edbi thi\u1ec7u quy tr\u00ecnh x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u<\/strong> cho c\u00e1c doanh nghi\u1ec7p Vi\u1ec7t Nam g\u1ed3m 5 b\u01b0\u1edbc c\u01a1 b\u1ea3n sau \u0111\u00e2y: (1) X\u00e2y d\u1ef1ng t\u1ea7m nh\u00ecn th\u01b0\u01a1ng hi\u1ec7u, (2) X\u00e2y d\u1ef1ng chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u, (3) X\u00e2y d\u1ef1ng h\u1ec7 th\u1ed1ng nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u, (4) L\u1eadp k\u1ebf ho\u1ea1ch qu\u1ea3ng b\u00e1 th\u01b0\u01a1ng hi\u1ec7u, (5) \u0110\u00e1nh gi\u00e1 v\u00e0 \u0111o l\u01b0\u1eddng s\u1ee9c kh\u1ecfe th\u01b0\u01a1ng hi\u1ec7u.<\/span><\/p>\n

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B\u1ea1n \u0111ang \u0111\u1ecdc: Quy tr\u00ecnh x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u cho doanh nghi\u1ec7p Vi\u1ec7t Nam<\/a><\/span><\/p>\n<\/div>\n

T\u1eeb kh\u00f3a<\/strong>: Th\u01b0\u01a1ng hi\u1ec7u, quy tr\u00ecnh x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u, doanh nghi\u1ec7p Vi\u1ec7t Nam.<\/span><\/p><\/blockquote>\n

\"5<\/h2>\n

1. \u0110\u1eb6T V\u1ea4N \u0110\u1ec0<\/strong><\/span><\/h2>\n

Trong thi\u00ean nhi\u00ean v\u00e0 m\u00f4i tr\u01b0\u1eddng kinh doanh th\u01b0\u01a1ng m\u1ea1i th\u1eddi nay nh\u1eefng doanh nghi\u1ec7p ( Doanh Nghi\u1ec7p ) kh\u00f3 ho\u00e0n to\u00e0n c\u00f3 th\u1ec3 c\u1ea1nh tranh \u0111\u1ed1i \u0111\u1ea7u b\u1eb1ng ch\u1ea5t l\u01b0\u1ee3ng m\u1eabu s\u1ea3n ph\u1ea9m, Chi ti\u00eau, k\u00eanh ph\u00e2n ph\u1ed1i ho\u1eb7c truy\u1ec1n th\u00f4ng online, ch\u00ednh b\u1edbi v\u1edbi s\u1ef1 t\u0103ng tr\u01b0\u1edfng c\u1ee7a khoa h\u1ecdc c\u00f4ng ngh\u1ec7 ti\u00ean ti\u1ebfn nh\u1eefng doanh nghi\u1ec7p kh\u00f4ng h\u1ec1 t\u1ea1o ra s\u1ef1 \u0111\u1ed9c l\u1ea1 ch\u1ec9 d\u1ef1a tr\u00ean nh\u1eefng y\u1ebfu t\u1ed1 \u0111\u00f3. <\/span><\/p>\n

Khi m\u1ed9t Doanh Nghi\u1ec7p ho\u00e0n to\u00e0n c\u00f3 th\u1ec3 s\u1ea3n xu\u1ea5t ra m\u1eabu s\u1ea3n ph\u1ea9m ch\u1ea5t l\u01b0\u1ee3ng th\u00ec \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh c\u1ee7a h\u1ecd c\u0169ng ho\u00e0n to\u00e0n c\u00f3 th\u1ec3 t\u1ea1o ra lo\u1ea1i s\u1ea3n ph\u1ea9m t\u1ef1a nh\u01b0, th\u1eadm ch\u00ed c\u00f2n c\u00f2n t\u1ed1t h\u01a1n, ho\u1eb7c khi Doanh Nghi\u1ec7p gi\u1ea3m gi\u00e1 b\u00e1n lo\u1ea1i s\u1ea3n ph\u1ea9m \u0111\u1ec3 gi\u00e0nh l\u1ea5y th\u1ecb tr\u01b0\u1eddng th\u00ec \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh c\u0169ng ho\u00e0n to\u00e0n c\u00f3 th\u1ec3 th\u1ef1c thi h\u00e0nh vi t\u01b0\u01a1ng t\u1ef1 nh\u01b0. <\/span><\/p>\n

\u0110i\u1ec1u \u0111\u00f3 cho th\u1ea5y, trong t\u00ecnh h\u00ecnh l\u00fac b\u1ea5y gi\u1edd nh\u1eefng Doanh Nghi\u1ec7p r\u1ea5t kh\u00f3 \u0111\u1ec3 c\u1ea1nh tranh \u0111\u1ed1i \u0111\u1ea7u v\u00e0 gi\u00e0nh th\u1eafng l\u1ee3i n\u1ebfu kh\u00f4ng c\u00f3 s\u1ef1 \u0111\u1ed9c l\u1ea1 ti\u00eau bi\u1ec3u v\u01b0\u1ee3t tr\u1ed9i. V\u1eady \u0111\u00e2u l\u00e0 ch\u00eca kh\u00f3a \u0111\u1ec3 Doanh Nghi\u1ec7p t\u1ea1o ra s\u1ef1 \u0111\u1ed9c l\u1ea1 ? C\u00e2u v\u1ea5n \u0111\u00e1p \u0111\u00f3 ch\u00ednh l\u00e0 th\u01b0\u01a1ng hi\u1ec7u .<\/span><\/p>\n

Th\u01b0\u01a1ng hi\u1ec7u l\u00e0 y\u1ebfu t\u1ed1 duy nh\u1ea5t ho\u00e0n to\u00e0n c\u00f3 th\u1ec3 t\u1ea1o ra s\u1ef1 \u0111\u1ed9c l\u1ea1 v\u00e0 l\u00e0 v\u0169 kh\u00ed \u0111\u1ec3 Doanh Nghi\u1ec7p ho\u00e0n to\u00e0n c\u00f3 th\u1ec3 c\u1ea1nh tranh \u0111\u1ed1i \u0111\u1ea7u v\u00e0 s\u1edf h\u1eefu \u0111\u01b0\u1ee3c t\u00e2m l\u00fd c\u1ee7a ng\u01b0\u1eddi mua. M\u1ed9t d\u1eabn ch\u1ee9ng ho\u00e0n to\u00e0n c\u00f3 th\u1ec3 k\u1ec3 \u0111\u1ebfn \u0111\u00f3 l\u00e0 khi lo\u1ea1i s\u1ea3n ph\u1ea9m \u0111i\u1ec7n tho\u1ea1i di \u0111\u1ed9ng Bphone \u0111\u01b0\u1ee3c tung ra th\u1ecb tr\u01b0\u1eddng, h\u1ecd lu\u00f4n n\u00f3i lo\u1ea1i s\u1ea3n ph\u1ea9m c\u1ee7a h\u1ecd c\u00f3 ch\u1ea5t l\u01b0\u1ee3ng kh\u00f4ng thua k\u00e9m g\u00ec so v\u1edbi m\u1eabu s\u1ea3n ph\u1ea9m iPhone, th\u1eadm ch\u00ed c\u00f2n m\u1ed9t v\u00e0i t\u00ednh n\u0103ng c\u00f2n t\u1ed1t h\u01a1n. <\/span><\/p>\n

Nh\u01b0ng t\u1ea1i sao ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u1eabn l\u1ea1nh nh\u1ea1t v\u1edbi Bphone d\u00f9 gi\u00e1 c\u1ea3 r\u1ea5t th\u1ea5p ?. B\u1edfi v\u00ec, Bphone l\u00e0 Bphone, c\u00f2n iPhone l\u00e0 iPhone. S\u1ef1 \u0111\u1ed9c l\u1ea1 \u1edf \u0111\u00e2y kh\u00f4ng ph\u1ea3i l\u00e0 lo\u1ea1i s\u1ea3n ph\u1ea9m m\u00e0 l\u00e0 th\u01b0\u01a1ng hi\u1ec7u. C\u00e1i m\u00e0 Bphone \u0111ang b\u00e1n l\u00e0 lo\u1ea1i s\u1ea3n ph\u1ea9m, c\u00f2n iPhone th\u00ec h\u1ecd b\u00e1n th\u01b0\u01a1ng hi\u1ec7u .<\/span><\/p>\n

V\u1eady l\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 x\u00e2y d\u1ef1ng \u0111\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u<\/strong>? \u0110\u00e2y l\u00e0 c\u00e2u h\u1ecfi m\u00e0 nhi\u1ec1u doanh nghi\u1ec7p \u0111\u1eb7t ra th\u1ebf nh\u01b0ng \u0111\u1ec3 tr\u1ea3 l\u1eddi n\u00f3 l\u1ea1i kh\u00f4ng h\u1ec1 \u0111\u01a1n gi\u1ea3n. X\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u kh\u00f4ng kh\u00f3, nh\u01b0ng v\u1ea5n \u0111\u1ec1 l\u00e0 nhi\u1ec1u DN ch\u01b0a nh\u1eadn th\u1ee9c \u0111\u00fang v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u, ch\u01b0a n\u1eafm \u0111\u01b0\u1ee3c quy tr\u00ecnh ho\u1eb7c ch\u01b0a d\u00e0nh nhi\u1ec1u ngu\u1ed3n l\u1ef1c cho vi\u1ec7c x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u. <\/span><\/p>\n

Hi\u1ec7n nay, nhi\u1ec1u DN Vi\u1ec7t Nam v\u1eabn ngh\u0129 r\u1eb1ng x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u ch\u1ec9 \u0111\u01a1n gi\u1ea3n l\u00e0 vi\u1ec7c thi\u1ebft k\u1ebf logo (bi\u1ec3u t\u01b0\u1ee3ng), s\u00e1ng t\u1ea1o ra m\u1ed9t c\u00e2u slogan (kh\u1ea9u hi\u1ec7u), hay ch\u1ec9 l\u00e0 vi\u1ec7c x\u00e2y d\u1ef1ng h\u1ec7 th\u1ed1ng nh\u1eadn di\u1ec7n cho th\u01b0\u01a1ng hi\u1ec7u. \u0110i\u1ec1u n\u00e0y th\u1eadt sai l\u1ea7m v\u00e0 r\u1ea5t nguy hi\u1ec3m, b\u1edfi v\u00ec t\u1ea5t c\u1ea3 nh\u1eefng c\u00e1i \u0111\u00f3 ch\u1ec9 l\u00e0 ph\u1ea7n x\u00e1c c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u. <\/span><\/p>\n

M\u1ed9t h\u1ec7 th\u1ed1ng nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c thi\u1ebft k\u1ebf r\u1ea5t \u0111\u1eb9p v\u00e0 chu\u1ea9n s\u1ebd kh\u00f4ng c\u00f3 \u00fd ngh\u0129a g\u00ec n\u1ebfu b\u00ean trong n\u00f3 kh\u00f4ng c\u00f3 m\u1ed9t t\u00ednh c\u00e1ch hay m\u1ed9t linh h\u1ed3n ph\u00f9 h\u1ee3p. Ng\u00e0y nay, th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c xem nh\u01b0 l\u00e0 m\u1ed9t th\u1ef1c th\u1ec3 s\u1ed1ng, m\u1ed9t ng\u01b0\u1eddi b\u1ea1n th\u00e2n thi\u1ebft c\u1ee7a kh\u00e1ch h\u00e0ng, v\u00ec v\u1eady th\u01b0\u01a1ng hi\u1ec7u ph\u1ea3i bao g\u1ed3m c\u1ea3 linh h\u1ed3n v\u00e0 th\u1ec3 x\u00e1c.<\/span><\/p>\n

B\u00e0i vi\u1ebft n\u00e0y s\u1ebd tr\u00ecnh di\u1ec5n ng\u1eafn g\u1ecdn ti\u1ebfn tr\u00ecnh x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u, qua \u0111\u00f3 gi\u00fap nh\u1eefng Doanh Nghi\u1ec7p c\u00f3 c\u00e1i nh\u00ecn t\u1ed5ng l\u1ef1c v\u00e0 mang t\u00ednh m\u1ea1ng l\u01b0\u1edbi h\u1ec7 th\u1ed1ng v\u1ec1 h\u00e0ng lo\u1ea1t quy tr\u00ecnh x\u00e2y d\u1ef1ng v\u00e0 t\u0103ng tr\u01b0\u1edfng th\u01b0\u01a1ng hi\u1ec7u t\u01b0\u01a1ng th\u00edch v\u1edbi to\u00e0n c\u1ea3nh t\u1ea1i N\u01b0\u1edbc Ta .<\/span><\/p>\n

2. C\u01a0 S\u1ede L\u00dd LU\u1eacN<\/strong><\/span><\/h2>\n

Th\u01b0\u01a1ng hi\u1ec7u v\u00e0 th\u01b0\u01a1ng hi\u1ec7u l\u00e0 hai thu\u1eadt ng\u1eef \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng kh\u00e1 ph\u1ed5 c\u1eadp l\u00fac b\u1ea5y gi\u1edd t\u1ea1i N\u01b0\u1edbc Ta. Tuy nhi\u00ean, hi\u1ec3u v\u00e0 s\u1eed d\u1ee5ng hai thu\u1eadt ng\u1eef n\u00e0y c\u0169ng c\u00f3 nhi\u1ec1u nh\u1ea7m l\u1eabn v\u00e0 g\u00e2y tranh c\u00e3i. M\u1ed9t s\u1ed1 quan \u0111i\u1ec3m cho r\u1eb1ng th\u01b0\u01a1ng hi\u1ec7u l\u00e0 t\u00ean g\u1ecdi c\u1ee7a c\u00f4ng ty, c\u00f2n th\u01b0\u01a1ng hi\u1ec7u l\u00e0 t\u00ean g\u1ecdi c\u1ee7a lo\u1ea1i s\u1ea3n ph\u1ea9m. Khi nh\u1eafc \u0111\u1ebfn th\u01b0\u01a1ng hi\u1ec7u l\u00e0 mu\u1ed1n n\u00f3i \u0111\u1ebfn t\u00ean tu\u1ed5i c\u1ee7a Doanh Nghi\u1ec7p, c\u00f2n nh\u1eafc \u0111\u1ebfn th\u01b0\u01a1ng hi\u1ec7u l\u00e0 mu\u1ed1n n\u00f3i \u0111\u1ebfn lo\u1ea1i s\u1ea3n ph\u1ea9m.<\/span><\/p>\n

Nh\u1eefng quan \u0111i\u1ec3m tr\u00ean \u0111\u1ec1u kh\u00f4ng \u0111\u00fang chu\u1ea9n, do t\u1ea1i t\u1ea5t c\u1ea3 ch\u00fang ta kh\u00f4ng ph\u00e2n bi\u1ec7t th\u01b0\u01a1ng hi\u1ec7u v\u00e0 th\u01b0\u01a1ng hi\u1ec7u ch\u1ec9 d\u1ef1a v\u00e0o t\u00ean g\u1ecdi. M\u1eb7c d\u00f9 t\u00ean g\u1ecdi l\u00e0 m\u1ed9t ph\u1ea7n quan tr\u1ecdng c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u, nh\u01b0ng vi\u1ec7c \u0111\u1eb7t t\u00ean nh\u01b0 th\u1ebf n\u00e0o c\u00f2n t\u00f9y thu\u1ed9c v\u00e0o k\u1ebf ho\u1ea1ch c\u1ee7a m\u1ed7i DN. <\/span><\/p>\n

C\u00f3 doanh nghi\u1ec7p s\u1eed d\u1ee5ng t\u00ean Doanh Nghi\u1ec7p \u0111\u1ec3 x\u00e2y d\u1ef1ng th\u00e0nh th\u01b0\u01a1ng hi\u1ec7u nh\u01b0ng c\u0169ng c\u00f3 nh\u1eefng doanh nghi\u1ec7p l\u1ea1i s\u1eed d\u1ee5ng t\u00ean lo\u1ea1i s\u1ea3n ph\u1ea9m \u0111\u1ec3 x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u, ho\u1eb7c c\u00f3 Doanh Nghi\u1ec7p ch\u1ec9 c\u00f3 m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u nh\u01b0ng c\u0169ng c\u00f3 Doanh Nghi\u1ec7p c\u00f3 r\u1ea5t nhi\u1ec1u th\u01b0\u01a1ng hi\u1ec7u n\u1ed5i ti\u1ebfng .<\/span><\/p>\n

\u0110\u1ed1i v\u1edbi kh\u00e1i ni\u1ec7m \u201c th\u01b0\u01a1ng hi\u1ec7u \u201d th\u00ec thu\u1eadt ng\u1eef n\u00e0y sinh ra t\u1eeb r\u1ea5t s\u1edbm, tr\u01b0\u1edbc kh\u00e1i ni\u1ec7m marketing, n\u00f3 \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng xu\u1ea5t ph\u00e1t t\u1eeb nhu y\u1ebfu x\u00e1c l\u1eadp ngu\u1ed3n g\u1ed1c c\u1ee7a s\u1ea3n ph\u1ea9m & h\u00e0ng h\u00f3a. Nh\u00e3n hi\u1ec7u \u0111\u00e3 s\u1ed1ng s\u00f3t t\u1eeb r\u1ea5t r\u1ea5t l\u00e2u r\u1ed3i v\u00e0 t\u1eeb l\u00e2u \u0111\u00e3 c\u00f3 m\u1ed9t vai tr\u00f2 trong vi\u1ec7c x\u00e1c nh\u1eadn v\u00e0 x\u00e1c nh\u1eadn m\u1ed9t m\u1eabu s\u1ea3n ph\u1ea9m n\u00e0o \u0111\u00f3. <\/span><\/p>\n

Theo t\u1eeb \u0111i\u1ec3n, t\u1eeb \u201c Brand \u201d \u0111\u00e3 kh\u1edfi \u0111\u1ea7u Open v\u00e0o n\u0103m 350 sau c\u00f4ng nguy\u00ean v\u00e0 c\u00f3 ngu\u1ed3n g\u1ed1c t\u1eeb ch\u1eef \u201c Brandi \u201d trong ti\u1ebfng Na-uy c\u1ed5 c\u00f3 ngh\u0129a l\u00e0 d\u1ea5u \u0111\u00f3ng tr\u00ean s\u00fac v\u1eadt. T\u1eeb nh\u1eefng n\u0103m 1500, \u201c brand \u201d \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng nh\u01b0 m\u1ed9t t\u00edn hi\u1ec7u \u0111\u1ec3 kh\u1eafc tr\u00ean nh\u1eefng lo\u1ea1i gia s\u00fac hay n\u00f4 l\u1ec7 nh\u1eb1m m\u1ee5c \u0111\u00edch l\u01b0u l\u1ea1i s\u1ef1 chi\u1ebfm h\u1eefu v\u00e0 ph\u00e2n bi\u1ec7t gi\u1eefa gia s\u00fac, n\u00f4 l\u1ec7 c\u1ee7a ch\u1ee7 s\u1edf h\u1eefu n\u00e0y v\u1edbi ch\u1ee7 s\u1edf h\u1eefu kh\u00e1c.<\/span><\/p>\n

Sau \u0111\u00f3, nh\u1eefng l\u00e1i bu\u00f4n Hy L\u1ea1p th\u1eddi c\u1ed5 \u0111\u1ea1i c\u0169ng nh\u01b0 nh\u1eefng th\u1ee3 th\u1ee7 c\u00f4ng v\u00f9ng Flandre th\u1eddi Trung c\u1ed5 \u0111\u1ec1u c\u00f3 m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a ri\u00eang m\u00ecnh, \u0111\u01b0\u1ee3c cho ph\u00e9p ng\u01b0\u1eddi ta x\u00e1c l\u1eadp \u0111\u01b0\u1ee3c ngu\u1ed3n g\u1ed1c c\u1ee7a m\u1eabu s\u1ea3n ph\u1ea9m. Kho\u1ea3ng \u0111\u1ea7u th\u1eadp ni\u00ean cu\u1ed1i c\u1ee7a th\u1ebf k\u1ef7 XX, n\u1ec1n kinh t\u1ebf t\u00e0i ch\u00ednh t\u01b0 b\u1ea3n qu\u1ed1c t\u1ebf t\u0103ng tr\u01b0\u1edfng m\u1ea1nh, nh\u1eefng doanh nghi\u1ec7p kh\u1edfi \u0111\u1ea7u ch\u0103m s\u00f3c \u0111\u1ebfn y\u1ebfu t\u1ed1 th\u01b0\u01a1ng hi\u1ec7u v\u00e0 th\u01b0\u01a1ng hi\u1ec7u, k\u1ec3 t\u1eeb \u0111\u00f3 Open nhi\u1ec1u quan \u0111i\u1ec3m kh\u00e1c nhau v\u1ec1 hai kh\u00e1i ni\u1ec7m n\u00e0y [ 1 ], [ 2 ] .<\/span><\/p>\n

Theo ngh\u0129a \u0111en, \u201c nh\u00e3n \u201d c\u00f3 ngh\u0129a l\u00e0 \u201c con m\u1eaft \u201d d\u00f9ng \u0111\u1ec3 nh\u00ecn v\u00e0 th\u1ea5y, \u201c hi\u1ec7u \u201d c\u00f3 ngh\u0129a l\u00e0 \u201c t\u00edn hi\u1ec7u \u201d. Nh\u01b0 v\u1eady \u201c th\u01b0\u01a1ng hi\u1ec7u \u201d c\u00f3 ngh\u0129a l\u00e0 nh\u1eefng t\u00edn hi\u1ec7u nh\u00ecn th\u1ea5y \u0111\u01b0\u1ee3c [ 1, tr7 ] .<\/span><\/p>\n

Theo \u0110i\u1ec1u 785 B\u1ed9 lu\u1eadt D\u00e2n s\u1ef1 N\u01b0\u1edbc Ta n\u0103m 1995 lao l\u00fd : Nh\u00e3n hi\u1ec7u s\u1ea3n ph\u1ea9m & h\u00e0ng h\u00f3a l\u00e0 nh\u1eefng t\u00edn hi\u1ec7u \u0111\u1ec3 ph\u00e2n bi\u1ec7t s\u1ea3n ph\u1ea9m & h\u00e0ng h\u00f3a, d\u1ecbch v\u1ee5 c\u00f9ng lo\u1ea1i c\u1ee7a nh\u1eefng c\u01a1 s\u1edf s\u1ea3n xu\u1ea5t, kinh doanh th\u01b0\u01a1ng m\u1ea1i kh\u00e1c nhau. <\/span><\/p>\n

Nh\u00e3n hi\u1ec7u s\u1ea3n ph\u1ea9m & h\u00e0ng h\u00f3a ho\u00e0n to\u00e0n c\u00f3 th\u1ec3 l\u00e0 t\u1eeb ng\u1eef, h\u00ecnh \u1ea3nh ho\u1eb7c s\u1ef1 ph\u1ed1i h\u1ee3p c\u1ee7a nh\u1eefng y\u1ebfu t\u1ed1 \u0111\u00f3 \u0111\u01b0\u1ee3c bi\u1ec3u l\u1ed9 b\u1eb1ng s\u1eafc t\u1ed1. Nh\u01b0 v\u1eady, th\u01b0\u01a1ng hi\u1ec7u l\u00e0 d\u1ea5u ho\u1eb7c t\u00ean g\u1ecdi c\u1ee7a m\u1ed9t m\u1eabu s\u1ea3n ph\u1ea9m \u0111\u01b0\u1ee3c \u0110K v\u1edbi ph\u00e1p lu\u1eadt \u0111\u1ec3 s\u1eed d\u1ee5ng tr\u00ean th\u1ecb tr\u01b0\u1eddng. Nh\u00e3n hi\u1ec7u l\u00e0 s\u1ef1 c\u00f4ng nh\u1eadn v\u1ec1 m\u1eb7t ph\u00e1p l\u00fd v\u1ec1 vi\u1ec7c chi\u1ebfm h\u1eefu v\u00e0 s\u1eed d\u1ee5ng m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ed9c quy\u1ec1n [ 3 ] .<\/span><\/p>\n

Nh\u01b0 v\u1eady, ph\u00e1p l\u00fd ch\u1ec9 b\u1ea3o l\u00e3nh nh\u1eefng t\u00edn hi\u1ec7u ph\u00e2n bi\u1ec7t ( nh\u1eefng y\u1ebfu t\u1ed1 c\u1ea5u th\u00e0nh th\u01b0\u01a1ng hi\u1ec7u ) n\u1ebfu \u0111\u00e3 \u0110K ( nh\u01b0 th\u01b0\u01a1ng hi\u1ec7u s\u1ea3n ph\u1ea9m & h\u00e0ng h\u00f3a, t\u00ean th\u01b0\u01a1ng m\u1ea1i, t\u00ean g\u1ecdi ngu\u1ed3n g\u1ed1c s\u1ea3n ph\u1ea9m & h\u00e0ng h\u00f3a, h\u01b0\u1edbng d\u1eabn \u0111\u1ecba l\u00fd, m\u1eabu m\u00e3 c\u00f4ng nghi\u1ec7p \u2026 ), nh\u1eefng c\u00e1i ho\u00e0n to\u00e0n c\u00f3 th\u1ec3 nh\u00ecn th\u1ea5y \u0111\u01b0\u1ee3c ch\u1ee9 kh\u00f4ng b\u1ea3o l\u00e3nh nh\u1eefng c\u00e1i kh\u00f4ng nh\u00ecn th\u1ea5y \u0111\u01b0\u1ee3c. <\/span><\/p>\n

Tuy nhi\u00ean, n\u1ebfu n\u00f3i \u0111\u1ebfn th\u01b0\u01a1ng hi\u1ec7u th\u00ec th\u01b0\u01a1ng hi\u1ec7u kh\u00f4ng ch\u1ec9 l\u00e0 nh\u1eefng t\u00edn hi\u1ec7u \u0111\u01b0\u1ee3c nh\u00ecn th\u1ea5y m\u00e0 th\u01b0\u01a1ng hi\u1ec7u c\u00f2n g\u1ed3m c\u00f3 nh\u1eefng c\u00e1i kh\u00f4ng nh\u00ecn th\u1ea5y \u0111\u01b0\u1ee3c, \u0111\u00f3 ch\u00ednh l\u00e0 s\u1ef1 c\u1ea3m nh\u1eadn c\u1ee7a ng\u01b0\u1eddi mua v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u .<\/span><\/p>\n

Theo Th\u01b0\u01a1ng H\u1ed9i Marketing Hoa K\u1ef3 ( AMA ), th\u01b0\u01a1ng hi\u1ec7u l\u00e0 m\u1ed9t c\u00e1i t\u00ean, thu\u1eadt ng\u1eef, phong c\u00e1ch thi\u1ebft k\u1ebf, hay b\u1ea5t k\u1ec3 \u0111\u1eb7c th\u00f9 n\u00e0o \u0111\u1ec3 ph\u00e2n bi\u1ec7t s\u1ea3n ph\u1ea9m & h\u00e0ng h\u00f3a hay d\u1ecbch v\u1ee5 c\u1ee7a ng\u01b0\u1eddi b\u00e1n n\u00e0y so v\u1edbi nh\u1eefng ng\u01b0\u1eddi b\u00e1n kh\u00e1c. Thu\u1eadt ng\u1eef h\u1ee3p ph\u00e1p c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u l\u00e0 th\u01b0\u01a1ng hi\u1ec7u. M\u1ed9t th\u01b0\u01a1ng hi\u1ec7u ho\u00e0n to\u00e0n c\u00f3 th\u1ec3 nh\u1eadn di\u1ec7n cho m\u1ed9t m\u1eabu s\u1ea3n ph\u1ea9m, m\u1ed9t d\u00f2ng m\u1eabu s\u1ea3n ph\u1ea9m hay h\u00e0ng lo\u1ea1t m\u1eabu s\u1ea3n ph\u1ea9m c\u1ee7a ng\u01b0\u1eddi b\u00e1n. <\/span><\/p>\n

N\u1ebfu \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng \u0111\u1ea1i di\u1ec7n thay m\u1eb7t cho m\u1ed9t c\u00f4ng ty, thu\u1eadt ng\u1eef th\u00edch h\u1ee3p l\u00e0 t\u00ean thanh to\u00e1n giao d\u1ecbch. Ngo\u00e0i ra c\u0169ng c\u00f3 \u0111\u1ecbnh ngh\u0129a kh\u00e1c cho r\u1eb1ng, th\u01b0\u01a1ng hi\u1ec7u l\u00e0 t\u1eadp h\u1ee3p nh\u1eefng li\u00ean t\u01b0\u1edfng \u0111\u1ebfn m\u1ed9t c\u00e1i t\u00ean, t\u00edn hi\u1ec7u, hay h\u00ecnh t\u01b0\u1ee3ng \u0111\u01b0\u1ee3c g\u1eafn v\u1edbi m\u1ed9t m\u1eabu s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5. S\u1ef1 kh\u00e1c nhau gi\u1eefa t\u00ean v\u00e0 th\u01b0\u01a1ng hi\u1ec7u l\u00e0 : t\u00ean th\u00ec kh\u00f4ng c\u00f3 li\u00ean t\u01b0\u1edfng n\u00e0o ; n\u00f3 ch\u1ec9 \u0111\u01a1n thu\u1ea7n l\u00e0 m\u1ed9t c\u00e1i t\u00ean. <\/span><\/p>\n

T\u00ean tr\u1edf th\u00e0nh th\u01b0\u01a1ng hi\u1ec7u khi ng\u01b0\u1eddi ta li\u00ean t\u01b0\u1edfng n\u00f3 t\u1edbi nh\u1eefng th\u1ee9 kh\u00e1c. V\u00ed d\u1ee5, khi nh\u1eafc \u0111\u1ebfn th\u01b0\u01a1ng hi\u1ec7u Cocacola ng\u01b0\u1eddi ta li\u00ean t\u01b0\u1edfng \u0111\u1ebfn n\u01b0\u1edbc gi\u1ea3i kh\u00e1t, m\u00e0u \u0111\u1ecf ho\u1eb7c khi nh\u1eafc \u0111\u1ebfn Las Vegas ng\u01b0\u1eddi ta li\u00ean t\u01b0\u1edfng \u0111\u1ebfn h\u00ecnh \u1ea3nh c\u1ee7a nh\u1eefng n\u01a1i \u0111i d\u1ea1o, c\u1edd b\u1ea1c, s\u1ef1 ph\u00f4 tr\u01b0\u01a1ng v\u00e0 t\u1ed9i l\u1ed7i ( Tim Calkins ) [ 4, tr261 ], [ 5 ] .<\/span><\/p>\n

Ngo\u00e0i nh\u1eefng \u0111\u1ecbnh ngh\u0129a tr\u00ean, c\u0169ng c\u00f3 nh\u1eefng quan \u0111i\u1ec3m kh\u00e1 \u0111\u01a1n thu\u1ea7n kh\u00e1c v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u, nh\u01b0 : th\u01b0\u01a1ng hi\u1ec7u l\u00e0 m\u1ed9t \u00fd ho\u1eb7c kh\u00e1i ni\u1ec7m duy nh\u1ea5t trong \u0111\u1ea7u ng\u01b0\u1eddi mua khi nghe \u0111\u1ebfn t\u00ean c\u00f4ng ty b\u1ea1n ( Al v\u00e0 Laura Ries ), ho\u1eb7c theo Patricia F. Nicolino, th\u01b0\u01a1ng hi\u1ec7u l\u00e0 m\u1ed9t th\u1ef1c th\u1ec3 x\u00e1c l\u1eadp t\u1ea1o ra nh\u1eefng cam k\u1ebft ri\u00eang v\u1ec1 m\u1eb7t gi\u00e1 tr\u1ecb [ 6 ], [ 7 ] .<\/span><\/p>\n

T\u00f3m l\u1ea1i, ho\u00e0n to\u00e0n c\u00f3 th\u1ec3 hi\u1ec3u, th\u01b0\u01a1ng hi\u1ec7u l\u00e0 t\u1ed5ng h\u1ee3p t\u1ed5ng th\u1ec3 nh\u1eefng y\u1ebfu t\u1ed1 v\u1eadt ch\u1ea5t, ngh\u1ec7 thu\u1eadt v\u00e0 th\u1ea9m m\u1ef9, l\u00fd l\u1ebd v\u00e0 c\u1ea3m h\u1ee9ng c\u1ee7a m\u1ed9t lo\u1ea1i s\u1ea3n ph\u1ea9m, ho\u1eb7c m\u1ed9t d\u00f2ng m\u1eabu s\u1ea3n ph\u1ea9m, g\u1ed3m c\u00f3 b\u1ea3n th\u00e2n lo\u1ea1i s\u1ea3n ph\u1ea9m, t\u00ean g\u1ecdi, logo, h\u00ecnh \u1ea3nh v\u00e0 m\u1ecdi s\u1ef1 bi\u1ec3u l\u1ed9 v\u1ec1 h\u00ecnh \u1ea3nh, d\u1ea7n qua th\u1eddi h\u1ea1n \u0111\u01b0\u1ee3c t\u1ea1o d\u1ef1ng r\u00f5 r\u00e0ng trong t\u00e2m l\u00fd ng\u01b0\u1eddi mua. <\/span><\/p>\n

Th\u01b0\u01a1ng hi\u1ec7u kh\u00f4ng ch\u1ec9 l\u00e0 nh\u1eefng y\u1ebfu t\u1ed1 m\u00e0 ng\u01b0\u1eddi mua nh\u00ecn th\u1ea5y, nghe th\u1ea5y ( nh\u01b0 t\u00ean th\u01b0\u01a1ng hi\u1ec7u, logo, slogan, nh\u1ea1c hi\u1ec7u, h\u00ecnh t\u01b0\u1ee3ng, s\u1eafc t\u1ed1 \u2026 ) m\u00e0 c\u00f2n l\u00e0 nh\u1eefng y\u1ebfu t\u1ed1 m\u00e0 ng\u01b0\u1eddi mua ho\u00e0n to\u00e0n c\u00f3 th\u1ec3 c\u1ea3m nh\u1eadn \u0111\u01b0\u1ee3c ( v\u00ed d\u1ee5 : s\u1ef1 t\u01b0\u01a1i t\u1eafn, n\u0103ng \u0111\u1ed9ng, s\u00e0nh \u0111i\u1ec7u, qu\u00fd ph\u00e1i \u2026 ) .<\/span><\/p>\n

Theo Keller, x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u l\u00e0 quy tr\u00ecnh bi\u1ebfn m\u1ed9t lo\u1ea1i s\u1ea3n ph\u1ea9m ho\u0103c d\u1ecbch v\u1ee5 th\u00e0nh th\u01b0\u01a1ng hi\u1ec7u. \u0110\u1ec3 x\u00e2y d\u1ef1ng m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh, Keller y\u00eau c\u1ea7u quy tr\u00ecnh ti\u1ebfn \u0111\u1ed9 g\u1ed3m 4 b\u01b0\u1edbc sau : ( 1 ) \u0110\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u, ( 2 ) Ho\u1ea1ch \u0111\u1ecbnh v\u00e0 th\u1ef1c thi nh\u1eefng ch\u01b0\u01a1ng tr\u00ecnh marketing \u0111\u1ec3 x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u, ( 3 ) \u0110o l\u01b0\u1eddng gia t\u00e0i th\u01b0\u01a1ng hi\u1ec7u, ( 4 ) Duy tr\u00ec v\u00e0 t\u0103ng tr\u01b0\u1edfng th\u01b0\u01a1ng hi\u1ec7u [ 8 ] .<\/span><\/p>\n

T\u1ea1i N\u01b0\u1edbc Ta, t\u00e1c gi\u1ea3 L\u00ea \u0110\u0103ng L\u0103ng y\u00eau c\u1ea7u qu\u00e1 tr\u00ecnh x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u g\u1ed3m 9 b\u01b0\u1edbc : ( 1 ) Nghi\u00ean c\u1ee9u marketing v\u00e0 nghi\u00ean c\u1ee9u v\u00e0 \u0111i\u1ec1u tra n\u1ed9i b\u1ed9, ( 2 ) Ph\u00e2n t\u00edch v\u00e0 nh\u00ecn nh\u1eadn th\u00f4ng tin, ( 3 ) X\u00e2y d\u1ef1ng t\u1ea7m nh\u00ecn th\u01b0\u01a1ng hi\u1ec7u, ( 4 ) Ho\u1ea1ch \u0111\u1ecbnh k\u1ebf ho\u1ea1ch th\u01b0\u01a1ng hi\u1ec7u, ( 5 ) \u0110\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u, ( 6 ) H\u1ec7 th\u1ed1ng nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u, ( 7 ) Thi\u1ebft k\u1ebf th\u01b0\u01a1ng hi\u1ec7u, ( 8 ) Qu\u1ea3ng b\u00e1 th\u01b0\u01a1ng hi\u1ec7u, ( 9 ) \u0110\u00e1nh gi\u00e1 v\u00e0 n\u00e2ng c\u1ea5p c\u1ea3i ti\u1ebfn th\u01b0\u01a1ng hi\u1ec7u [ 9, tr 59 ] .<\/span><\/p>\n

Theo nh\u00f3m \u0111i\u1ec1u tra v\u00e0 nghi\u00ean c\u1ee9u, vi\u1ec7c x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u n\u00ean m\u1edf m\u00e0n t\u1eeb vi\u1ec7c x\u00e1c l\u1eadp ti\u1ec1m n\u0103ng ( t\u1ea7m nh\u00ecn ), doanh nghi\u1ec7p c\u1ea7n ph\u1ea3i x\u00e1c l\u1eadp mong \u01b0\u1edbc c\u1ee7a m\u00ecnh v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u trong t\u01b0\u01a1ng lai, sau \u0111\u00f3 c\u1ea7n ph\u1ea3i x\u00e1c l\u1eadp ph\u01b0\u01a1ng ph\u00e1p \u0111\u1ec3 tri\u1ec3n khai nh\u1eb1m m\u1ee5c \u0111\u00edch \u0111\u1ea1t \u0111\u01b0\u1ee3c nh\u1eefng ti\u1ec1m n\u0103ng \u0111\u1eb7t ra v\u00e0 sau m\u1ed9t th\u1eddi h\u1ea1n nh\u1ea5t \u0111\u1ecbnh c\u1ea7n c\u00f3 nh\u1eefng nh\u00ecn nh\u1eadn, gi\u00e1m s\u00e1t s\u1ee9c kh\u1ecfe th\u1ec3 ch\u1ea5t th\u01b0\u01a1ng hi\u1ec7u, t\u1eeb \u0111\u00f3 \u0111\u1ec1 xu\u1ea5t ki\u1ebfn ngh\u1ecb nh\u1eefng gi\u1ea3i ph\u00e1p ti\u1ebfp theo \u0111\u1ec3 li\u00ean t\u1ee5c t\u0103ng tr\u01b0\u1edfng v\u00e0 duy tr\u00ec h\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u .<\/span><\/p>\n

3. Quy tr\u00ecnh x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u t\u1ea1i Vi\u1ec7t Nam<\/strong><\/span><\/h2>\n

Theo nh\u00f3m nghi\u00ean c\u1ee9u v\u00e0 \u0111i\u1ec1u tra, x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u l\u00e0 quy tr\u00ecnh x\u00e2y d\u1ef1ng k\u1ebf ho\u1ea1ch v\u00e0 nh\u1eefng ho\u1ea1t \u0111\u1ed9ng gi\u1ea3i tr\u00ed c\u00f3 d\u1ef1 tr\u00f9 nh\u1eb1m m\u1ee5c \u0111\u00edch bi\u1ebfn m\u1ed9t m\u1eabu s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 tr\u1edf th\u00e0nh th\u01b0\u01a1ng hi\u1ec7u. X\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u l\u00e0 m\u1ed9t quy tr\u00ecnh l\u00e2u b\u1ec1n h\u01a1n, c\u1ea7n ph\u1ea3i c\u00f3 k\u1ebf ho\u1ea1ch v\u00e0 ti\u1ebfn h\u00e0nh m\u1ed9t c\u00e1ch \u0111\u1ed3ng \u0111i\u1ec7u. \u0110\u1ec3 x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u th\u00e0nh c\u00f4ng xu\u1ea5t s\u1eafc ph\u1ee5 thu\u1ed9c v\u00e0o v\u00e0o r\u1ea5t nhi\u1ec1u y\u1ebfu t\u1ed1, k\u1ec3 c\u1ea3 ch\u1ee7 quan l\u1eabn kh\u00e1ch quan. Tuy nhi\u00ean, khi kh\u1edfi \u0111\u1ea7u x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u, doanh nghi\u1ec7p c\u1ea7n tri\u1ec3n khai theo 5 b\u01b0\u1edbc c\u01a1 b\u1ea3n sau :<\/span><\/p>\n

S\u01a1 \u0111\u1ed3: Quy tr\u00ecnh x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u<\/strong><\/span><\/h3>\n

\"quy_trinh_xay_dung_thuong_hieu\" <\/em><\/strong><\/span><\/p>\n

B\u01b0\u1edbc 1: X\u00e2y d\u1ef1ng t\u1ea7m nh\u00ecn th\u01b0\u01a1ng hi\u1ec7u<\/strong><\/span><\/h4>\n

X\u00e2y d\u1ef1ng t\u1ea7m nh\u00ecn th\u01b0\u01a1ng hi\u1ec7u ch\u00ednh l\u00e0 x\u00e1c l\u1eadp tr\u1ea1ng th\u00e1i m\u00e0 th\u01b0\u01a1ng hi\u1ec7u c\u1ea7n \u0111\u1ea1t \u0111\u01b0\u1ee3c trong t\u01b0\u01a1ng lai, th\u01b0\u1eddng mang t\u00ednh d\u00e0i h\u1ea1n. Khi kh\u1edfi \u0111\u1ea7u x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u, doanh nghi\u1ec7p c\u1ea7n ph\u1ea3i v\u1ea5n \u0111\u00e1p th\u1eafc m\u1eafc l\u00e0 : Sau 10 n\u0103m, 20 n\u0103m, ho\u1eb7c 50 n\u0103m th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a doanh nghi\u1ec7p s\u1ebd \u0111\u1ea1t \u0111\u01b0\u1ee3c v\u1ecb tr\u00ed n\u00e0o tr\u00ean th\u1ecb tr\u01b0\u1eddng ? C\u00f3 t\u1ea7m nh\u00ecn th\u01b0\u01a1ng hi\u1ec7u s\u1ebd gi\u00fap Doanh Nghi\u1ec7p xu th\u1ebf \u0111\u01b0\u1ee3c nh\u1eefng ho\u1ea1t \u0111\u1ed9ng gi\u1ea3i tr\u00ed marketing v\u00e0 x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u m\u1ed9t c\u00e1ch hi\u1ec7u su\u1ea5t cao, \u0111\u1ed3ng th\u1eddi gi\u00fap m\u1ecdi ng\u01b0\u1eddi trong Doanh Nghi\u1ec7p hi\u1ec3u r\u00f5 xu th\u1ebf t\u0103ng tr\u01b0\u1edfng c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u v\u1ec1 m\u1eb7t l\u00e2u b\u1ec1n h\u01a1n.<\/span><\/p>\n

T\u1ea7m nh\u00ecn th\u01b0\u01a1ng hi\u1ec7u c\u00f3 m\u1ed1i t\u01b0\u01a1ng quan ng\u1eb7t ngh\u00e8o v\u1edbi t\u1ea7m nh\u00ecn k\u1ebf ho\u1ea1ch c\u1ee7a DN. Do th\u01b0\u01a1ng hi\u1ec7u l\u00e0 m\u1ed9t c\u00f4ng d\u1ee5ng qu\u1ea3n tr\u1ecb doanh nghi\u1ec7p n\u00ean t\u1ea7m nh\u00ecn th\u01b0\u01a1ng hi\u1ec7u ph\u1ea3i \u0111\u01b0\u1ee3c c\u00f4ng b\u1ed1 h\u00f2a \u0111\u1ed3ng v\u1edbi t\u1ea7m nh\u00ecn DN. <\/span><\/p>\n

T\u1ea7m nh\u00ecn Doanh Nghi\u1ec7p th\u01b0\u1eddng g\u1eafn v\u1edbi nh\u1eefng c\u00f4ng b\u1ed1 kinh t\u1ebf t\u00e0i ch\u00ednh c\u1ee7a Doanh Nghi\u1ec7p nh\u01b0 : m\u1ee9c \u0111\u1ed9 th\u1ed1ng l\u0129nh th\u1ecb tr\u01b0\u1eddng, nh\u1eefng xu th\u1ebf kinh doanh th\u01b0\u01a1ng m\u1ea1i v\u00e0 gi\u00e1 tr\u1ecb kinh t\u1ebf t\u00e0i ch\u00ednh d\u00e0nh cho nh\u1eefng b\u00ean t\u01b0\u01a1ng quan. Do \u0111\u00f3, t\u1ea7m nh\u00ecn th\u01b0\u01a1ng hi\u1ec7u ph\u1ea3i t\u01b0\u01a1ng th\u00edch v\u1edbi ti\u1ec1m n\u0103ng v\u00e0 xu th\u1ebf t\u0103ng tr\u01b0\u1edfng c\u1ee7a c\u00f4ng ty .<\/span><\/p>\n

Tuy\u00ean b\u1ed1 t\u1ea7m nh\u00ecn th\u01b0\u01a1ng hi\u1ec7u ph\u1ea3i g\u1ed3m c\u00f3 nh\u1eefng g\u00ec m\u00e0 th\u01b0\u01a1ng hi\u1ec7u mu\u1ed1n m\u00ecnh s\u1ebd tr\u1edf th\u00e0nh, l\u00e0 c\u00e1i m\u00e0 th\u01b0\u01a1ng hi\u1ec7u mu\u1ed1n m\u00ecnh \u0111\u1ea1i di\u1ec7n thay m\u1eb7t v\u00e0 l\u00e0 nguy\u00ean do t\u1ea1i sao th\u01b0\u01a1ng hi\u1ec7u \u0111\u00f3 g\u00f3p s\u1ee9c \u0111\u1ec3 \u0111\u01b0\u1ee3c ng\u01b0\u1ee1ng m\u1ed9. Tuy\u00ean b\u1ed1 t\u1ea7m nh\u00ecn th\u01b0\u1eddng l\u00e0 m\u1ed9t c\u00e2u ng\u1eafn g\u1ecdn, d\u1ec5 nh\u1edb, d\u1ec5 truy\u1ec1n t\u1ea3i \u00fd th\u1ee9c, n\u1ed7 l\u1ef1c v\u00e0 l\u00f2ng nhi\u1ec7t t\u00ecnh v\u1edbi vi\u1ec7c l\u00e0m kinh doanh th\u01b0\u01a1ng m\u1ea1i .<\/span><\/p>\n

B\u01b0\u1edbc 2: X\u00e2y d\u1ef1ng chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u<\/strong><\/span><\/h4>\n

\u0110\u00e2y l\u00e0 b\u01b0\u1edbc quan tr\u1ecdng nh\u1eb1m m\u1ee5c \u0111\u00edch x\u00e1c l\u1eadp ph\u01b0\u01a1ng ph\u00e1p m\u00e0 doanh nghi\u1ec7p tri\u1ec3n khai nh\u1eb1m m\u1ee5c \u0111\u00edch \u0111\u01b0a th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ea1t \u0111\u01b0\u1ee3c ti\u1ec1m n\u0103ng ( t\u1ea7m nh\u00ecn ) \u0111\u1eb7t ra. \u0110\u00e2y c\u0169ng l\u00e0 b\u01b0\u1edbc nh\u1eb1m m\u1ee5c \u0111\u00edch x\u00e1c l\u1eadp \u201c ph\u1ea7n h\u1ed3n \u201d cho th\u01b0\u01a1ng hi\u1ec7u. \u1ede b\u01b0\u1edbc n\u00e0y Doanh Nghi\u1ec7p c\u1ea7n ph\u1ea3i v\u1ea5n \u0111\u00e1p nh\u1eefng c\u00e2u h\u1ecfi sau \u0111\u00e2y : \u0110i\u1ec3m \u0111\u1ed9c l\u1ea1 c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u l\u00e0 g\u00ec ( x\u00e1c \u0111\u1ecbnh th\u01b0\u01a1ng hi\u1ec7u ), t\u00ednh c\u00e1ch c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u nh\u01b0 th\u1ebf n\u00e0o, nh\u00e2n c\u00e1ch th\u01b0\u01a1ng hi\u1ec7u ra l\u00e0m sao v\u00e0 ki\u1ebfn tr\u00fac th\u01b0\u01a1ng hi\u1ec7u ( n\u1ebfu c\u00f3 ) s\u1ebd \u0111\u01b0\u1ee3c x\u00e2y d\u1ef1ng nh\u01b0 th\u1ebf n\u00e0o?<\/span><\/p>\n

\u0110\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u l\u00e0 b\u01b0\u1edbc quan tr\u1ecdng nh\u1eb1m m\u1ee5c \u0111\u00edch s\u1edf h\u1eefu m\u1ed9t v\u00ed tr\u00ed quan tr\u1ecdng trong t\u00e2m l\u00fd ng\u01b0\u1eddi mua ti\u1ec1m n\u0103ng. \u0110\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u c\u1ea7n \u0111\u01b0\u1ee3c x\u00e2y d\u1ef1ng d\u1ef1a tr\u00ean nh\u1eefng \u0111i\u1ec1u tra v\u00e0 nghi\u00ean c\u1ee9u marketing v\u00e0 quy tr\u00ecnh nghi\u00ean c\u1ee9u v\u00e0 ph\u00e2n t\u00edch c\u1ea1nh tranh \u0111\u1ed1i \u0111\u1ea7u nh\u1eb1m m\u1ee5c \u0111\u00edch t\u1ea1o s\u1ef1 \u0111\u1ed9c l\u1ea1 mang t\u00ednh k\u1ebf ho\u1ea1ch v\u1edbi nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh.<\/span><\/p>\n

N\u00f3i c\u00e1ch kh\u00e1c, x\u00e1c \u0111\u1ecbnh th\u01b0\u01a1ng hi\u1ec7u l\u00e0 quy tr\u00ecnh gieo r\u1eafc nh\u1eefng \u0111\u1eb7c th\u00f9 \u0111\u1ed9c l\u1ea1 c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u v\u00e0o trong t\u00e2m l\u00fd c\u1ee7a ng\u01b0\u1eddi mua. \u0110\u1ed3ng th\u1eddi, quy tr\u00ecnh n\u00e0y c\u00f2n gi\u00fap doanh nghi\u1ec7p x\u00e1c l\u1eadp v\u1ecb tr\u00ed c\u1ee7a m\u00ecnh so v\u1edbi nh\u1eefng \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh c\u1ea1nh tranh \u0111\u1ed1i \u0111\u1ea7u tr\u00ean th\u1ecb tr\u01b0\u1eddng. Hi\u1ec3u m\u1ed9t c\u00e1ch \u0111\u01a1n thu\u1ea7n, x\u00e1c \u0111\u1ecbnh th\u01b0\u01a1ng hi\u1ec7u l\u00e0 \u0111i t\u00ecm s\u1ef1 \u0111\u1ed9c l\u1ea1 cho th\u01b0\u01a1ng hi\u1ec7u. <\/span><\/p>\n

\u0110\u1ec3 x\u00e2y d\u1ef1ng x\u00e1c \u0111\u1ecbnh th\u01b0\u01a1ng hi\u1ec7u c\u1ea7n th\u1ef1c thi nh\u1eefng b\u01b0\u1edbc sau \u0111\u00e2y : ( 1 ) Nh\u1eadn d\u1ea1ng ng\u01b0\u1eddi mua ti\u1ec1m n\u0103ng, ( 2 ) Ph\u00e2n t\u00edch \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh c\u1ea1nh tranh \u0111\u1ed1i \u0111\u1ea7u, ( 3 ) Nghi\u00ean c\u1ee9u nh\u1eefng thu\u1ed9c t\u00ednh m\u1eabu s\u1ea3n ph\u1ea9m, ( 4 ) L\u1eadp s\u01a1 \u0111\u1ed3 x\u00e1c \u0111\u1ecbnh, ( 5 ) Quy\u1ebft \u0111\u1ecbnh gi\u1ea3i ph\u00e1p x\u00e1c \u0111\u1ecbnh .<\/span><\/p>\n

T\u00ednh c\u00e1ch th\u01b0\u01a1ng hi\u1ec7u l\u00e0 m\u1ed9t t\u1eadp h\u1ee3p nh\u1eefng \u0111\u1eb7c \u0111i\u1ec3m c\u1ee7a con ng\u01b0\u1eddi (t\u00ednh c\u00e1ch, \u0111\u1eb7c \u0111i\u1ec3m nh\u00e2n kh\u1ea9u h\u1ecdc) \u0111\u01b0\u1ee3c g\u1eafn cho th\u01b0\u01a1ng hi\u1ec7u. T\u00ednh c\u00e1ch th\u01b0\u01a1ng hi\u1ec7u l\u00e0 m\u1ed9t th\u00e0nh t\u1ed1 \u0111\u1eb7c bi\u1ec7t c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u – th\u1ec3 hi\u1ec7n \u0111\u1eb7c \u0111i\u1ec3m con ng\u01b0\u1eddi ho\u1eb7c m\u1ed9t phong c\u00e1ch s\u1ed1ng c\u1ee5 th\u1ec3 n\u00e0o \u0111\u00f3 g\u1eafn v\u1edbi th\u01b0\u01a1ng hi\u1ec7u. T\u00ednh c\u00e1ch th\u01b0\u01a1ng hi\u1ec7u th\u01b0\u1eddng mang \u0111\u1eadm \u00fd ngh\u0129a v\u0103n h\u00f3a v\u00e0 gi\u00e0u h\u00ecnh t\u01b0\u1ee3ng, n\u00ean t\u00ednh c\u00e1ch th\u01b0\u01a1ng hi\u1ec7u l\u00e0 ph\u01b0\u01a1ng ti\u1ec7n h\u1eefu hi\u1ec7u trong qu\u00e1 tr\u00ecnh x\u00e2y d\u1ef1ng nh\u1eadn th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u.<\/span><\/p>\n

Th\u00f4ng th\u01b0\u1eddng, m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh lu\u00f4n c\u00f3 s\u1ef1 g\u1eafn b\u00f3 v\u1ec1 m\u1eb7t c\u1ea3m t\u00ednh v\u1edbi kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau th\u00f4ng qua t\u00ednh c\u00e1ch th\u01b0\u01a1ng hi\u1ec7u. T\u00ednh c\u00e1ch th\u01b0\u01a1ng hi\u1ec7u s\u1ebd g\u1eafn k\u1ebft m\u1ed9t c\u00e1ch ti\u1ec1m th\u1ee9c v\u1edbi kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau. <\/span><\/p>\n

Trong qu\u00e1 tr\u00ecnh l\u1ef1a ch\u1ecdn t\u00ednh c\u00e1ch th\u01b0\u01a1ng hi\u1ec7u, nh\u00e0 qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u c\u1ea7n l\u01b0u \u00fd r\u1eb1ng c\u00e1c n\u00e9t t\u00ednh c\u00e1ch n\u00e0y ph\u1ea3i \u0111\u01b0\u1ee3c x\u00e2y d\u1ef1ng d\u1ef1a tr\u00ean nh\u00e2n v\u1eadt m\u00e0 \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau y\u00eau th\u00edch v\u00e0 ng\u01b0\u1ee1ng m\u1ed9, ch\u1ee9 kh\u00f4ng ph\u1ea3i d\u1ef1a tr\u00ean nh\u1eefng \u0111\u1eb7c \u0111i\u1ec3m c\u1ee7a kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau. Con ng\u01b0\u1eddi \u0111\u1ec1u mang trong m\u00ecnh s\u1ef1 ng\u01b0\u1ee1ng m\u1ed9 m\u1ed9t c\u00e1 nh\u00e2n n\u00e0o \u0111\u00f3.<\/span><\/p>\n

T\u1eeb \u0111\u00f3, kh\u00e1ch h\u00e0ng c\u00f3 khuynh h\u01b0\u1edbng l\u01b0a ch\u1ecdn nh\u1eefng s\u1ea3n ph\u1ea9m \u0111\u00e1p \u1ee9ng v\u1edbi nh\u1eefng mong \u01b0\u1edbc v\u00e0 \u01b0\u1edbc m\u01a1 c\u1ee7a m\u00ecnh. T\u00f3m l\u1ea1i, vi\u1ec7c x\u00e2y d\u1ef1ng t\u00ednh c\u00e1ch th\u01b0\u01a1ng hi\u1ec7u ch\u1ee7 y\u1ebfu d\u1ef1a tr\u00ean \u201c\u01b0\u1edbc m\u01a1 th\u1ea7m k\u00edn\u201d hay n\u00f3i c\u00e1ch kh\u00e1c l\u00e0 m\u1eabu ng\u01b0\u1eddi \u0111\u01b0\u1ee3c y\u00eau th\u00edch c\u1ee7a kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau.<\/span><\/p>\n

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Xem th\u00eam: 5 L\u00cd DO B\u1ea0N C\u1ea6N X\u00c2Y D\u1ef0NG TH\u01af\u01a0NG HI\u1ec6U C\u00c1 NH\u00c2N TRONG TH\u1edcI \u0110\u1ea0I C\u00d4NG NGH\u1ec6 S\u1ed0 – TH\u01af\u01a0NG HI\u1ec6U TR\u1ef0C TUY\u1ebeN | ONLINE BRANDING<\/a><\/span><\/p>\n<\/div>\n

Nh\u00e2n c\u00e1ch th\u01b0\u01a1ng hi\u1ec7u ch\u00ednh l\u00e0 t\u00ednh \u201c con ng\u01b0\u1eddi \u201d c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u, b\u1ed9c l\u1ed9 tr\u1ea3i qua s\u1ef1 c\u1ea3m nh\u1eadn c\u1ee7a ng\u01b0\u1eddi mua so v\u1edbi th\u01b0\u01a1ng hi\u1ec7u v\u1ec1 nh\u1eefng y\u1ebfu t\u1ed1 t\u01b0\u01a1ng quan \u0111\u1ebfn \u0111\u1ea1o \u0111\u1ee9c kinh doanh th\u01b0\u01a1ng m\u1ea1i, nh\u1eefng y\u1ebfu t\u1ed1 v\u1ec1 thi\u00ean nhi\u00ean v\u00e0 m\u00f4i tr\u01b0\u1eddng v\u00e0 x\u00e3 h\u1ed9i \u2026<\/span><\/p>\n

Nh\u00e2n c\u00e1ch th\u01b0\u01a1ng hi\u1ec7u b\u1ed9c l\u1ed9 v\u0103n h\u00f3a truy\u1ec1n th\u1ed1ng c\u1ee7a doanh nghi\u1ec7p v\u00e0 \u1ee9ng x\u1eed c\u1ee7a doanh nghi\u1ec7p so v\u1edbi ng\u01b0\u1eddi mua v\u00e0 h\u1ed9i \u0111\u1ed3ng. N\u1ebfu t\u00ednh c\u00e1ch th\u01b0\u01a1ng hi\u1ec7u \u00e1m ch\u1ec9 v\u1ebb h\u00ecnh th\u1ee9c b\u1ec1 ngo\u00e0i l\u1ed9ng l\u1eaby c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u, l\u00f4i cu\u1ed1n s\u1ef1 ch\u00fa \u00fd quan t\u00e2m, ch\u0103m s\u00f3c c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng th\u00ec nh\u00e2n c\u00e1ch th\u01b0\u01a1ng hi\u1ec7u ch\u00ednh l\u00e0 v\u1ebb \u0111\u1eb9p t\u1eeb b\u00ean trong mang t\u00ednh ch\u00e2n – thi\u1ec7n – m\u1ef9, bi\u1ec3u l\u1ed9 gi\u00e1 tr\u1ecb \u0111\u1ea1o \u0111\u1ee9c c\u1ee7a doanh nghi\u1ec7p. <\/span><\/p>\n

Ng\u00e0y nay, ng\u01b0\u1eddi mua l\u1ef1a ch\u1ecdn s\u1eed d\u1ee5ng lo\u1ea1i s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 c\u1ee7a m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u kh\u00f4ng ch\u1ec9 \u0111\u01a1n thu\u1ea7n v\u00ec h\u1ecd c\u1ea3m nh\u1eadn s\u1ef1 li\u00ean k\u1ebft v\u1ec1 t\u00ednh c\u00e1ch v\u1edbi th\u01b0\u01a1ng hi\u1ec7u m\u00e0 h\u1ecd c\u00f2n gi\u00e1m s\u00e1t \u0111\u1ebfn nh\u1eefng chu\u1ea9n m\u1ef1c \u0111\u1ea1o \u0111\u1ee9c c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u c\u00f3 t\u01b0\u01a1ng th\u00edch v\u1edbi quy t\u1eafc s\u1ed1ng v\u00e0 nh\u00e2n sinh h\u1ecdc c\u1ee7a h\u1ecd hay kh\u00f4ng. Ch\u00ednh v\u00ec \u0111i\u1ec1u n\u00e0y m\u00e0 nh\u00e2n c\u00e1ch th\u01b0\u01a1ng hi\u1ec7u l\u00e0 m\u1ed9t ph\u1ea7n kh\u00f4ng h\u1ec1 thi\u1ebfu so v\u1edbi th\u01b0\u01a1ng hi\u1ec7u ng\u00e0y n\u00e0y.<\/span><\/p>\n

Ki\u1ebfn tr\u00fac th\u01b0\u01a1ng hi\u1ec7u l\u00e0 m\u1ed9t c\u1ea5u tr\u00fac \u0111\u01b0\u1ee3c x\u00e2y d\u1ef1ng v\u1edbi m\u1ee5c ti\u00eau t\u1ed5 ch\u1ee9c tri\u1ec3n khai nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u n\u1eb1m chung trong m\u1ed9t h\u1ea1ng m\u1ee5c \u0111\u1ec3 x\u00e1c l\u1eadp r\u00f5 vai tr\u00f2 c\u1ee7a t\u1eebng th\u01b0\u01a1ng hi\u1ec7u \u0111\u01a1n c\u1eed c\u0169ng nh\u01b0 m\u1ed1i quan h\u1ec7 gi\u1eefa nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u v\u1edbi nhau. <\/span><\/p>\n

Ki\u1ebfn tr\u00fac th\u01b0\u01a1ng hi\u1ec7u bi\u1ec3u l\u1ed9 vai tr\u00f2 k\u1ebf ho\u1ea1ch c\u1ee7a t\u1eebng th\u01b0\u01a1ng hi\u1ec7u trong to\u00e0n di\u1ec7n v\u00e0 t\u1ed5ng th\u1ec3 kinh doanh th\u01b0\u01a1ng m\u1ea1i c\u1ee7a doanh nghi\u1ec7p. M\u1ed9t ki\u1ebfn tr\u00fac th\u01b0\u01a1ng hi\u1ec7u n\u1ebfu \u0111\u01b0\u1ee3c x\u00e2y d\u1ef1ng chuy\u00ean nghi\u1ec7p v\u00e0 hi\u1ec7u su\u1ea5t cao v\u1edbi s\u1ef1 ph\u00e2n chia h\u00e0i h\u00f2a v\u00e0 h\u1ee3p l\u00fd s\u1ebd mang l\u1ea1i cho th\u01b0\u01a1ng hi\u1ec7u nh\u1eefng quy\u1ec1n l\u1ee3i nh\u01b0 t\u1eadp trung chuy\u00ean s\u00e2u v\u00e0o x\u00e2y d\u1ef1ng nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh, ph\u00e2n ph\u1ed1i nh\u1eefng ngu\u1ed3n l\u1ef1c h\u00e0i h\u00f2a v\u00e0 h\u1ee3p l\u00fd ; x\u00e1c \u0111\u1ecbnh r\u00f5 r\u00e0ng nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u ; tr\u00e1nh g\u00e2y nh\u1ea7m l\u1eabn trong t\u00e2m l\u00fd ng\u01b0\u1eddi mua.<\/span><\/p>\n

\u0110\u1ec3 t\u1ea1o n\u00ean s\u1ef1 link v\u00e0 t\u01b0\u01a1ng h\u1ed7 t\u1ed1i \u0111a gi\u1eefa nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u trong c\u00f9ng m\u1ed9t Doanh Nghi\u1ec7p, ng\u01b0\u1eddi qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u c\u1ea7n qu\u1ea3n tr\u1ecb v\u00e0 ch\u00fa tr\u1ecdng \u0111\u1ebfn 4 y\u1ebfu t\u1ed1 sau : Danh m\u1ee5c th\u01b0\u01a1ng hi\u1ec7u : g\u1ed3m c\u00f3 to\u00e0n b\u1ed9 nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u t\u1eeb th\u01b0\u01a1ng hi\u1ec7u ch\u00ednh, th\u01b0\u01a1ng hi\u1ec7u ph\u1ee5 cho \u0111\u1ebfn \u0111\u1ed3ng th\u01b0\u01a1ng hi\u1ec7u ; <\/span><\/p>\n

V<\/span>ai tr\u00f2 \u0111\u01a1n c\u1eed c\u1ee7a nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u trong h\u1ea1ng m\u1ee5c : x\u00e1c l\u1eadp r\u00f5 vai tr\u00f2 c\u1ee7a t\u1eebng th\u01b0\u01a1ng hi\u1ec7u trong k\u1ebf ho\u1ea1ch kinh doanh th\u01b0\u01a1ng m\u1ea1i t\u1ed5ng th\u1ec3 v\u00e0 to\u00e0n di\u1ec7n c\u1ee7a c\u00f4ng ty ; C\u1ea5u tr\u00fac h\u1ea1ng m\u1ee5c th\u01b0\u01a1ng hi\u1ec7u : quy\u1ebft \u0111\u1ecbnh h\u00e0nh \u0111\u1ed9ng t\u1ea7m quan tr\u1ecdng v\u00e0 th\u1ee9 t\u1ef1 \u01b0u ti\u00ean c\u1ee7a nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u trong h\u1ea1ng m\u1ee5c ; Chi\u1ebfn l\u01b0\u1ee3c lan r\u1ed9ng ra th\u01b0\u01a1ng hi\u1ec7u : m\u1ed7i Doanh Nghi\u1ec7p s\u1ebd v\u1eadn d\u1ee5ng m\u1ed9t quy m\u00f4 lan r\u1ed9ng ra th\u01b0\u01a1ng hi\u1ec7u t\u01b0\u01a1ng th\u00edch v\u1edbi xu th\u1ebf v\u00e0 v\u0103n h\u00f3a truy\u1ec1n th\u1ed1ng c\u1ee7a c\u00f4ng ty. <\/span><\/p>\n

Th\u00f4ng th\u01b0\u1eddng nh\u1eefng Doanh Nghi\u1ec7p ho\u00e0n to\u00e0n c\u00f3 th\u1ec3 xem x\u00e9t s\u1eed d\u1ee5ng m\u1ed9t trong nh\u1eefng k\u1ebf ho\u1ea1ch ki\u1ebfn tr\u00fac th\u01b0\u01a1ng hi\u1ec7u sau : ( 1 ) Chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u m\u00e1i \u1ea5m gia \u0111\u00ecnh ( \u0111\u01a1n th\u01b0\u01a1ng hi\u1ec7u ), ( 2 ) Chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u ri\u00eang bi\u1ec7t ( \u0111a th\u01b0\u01a1ng hi\u1ec7u ), ( 3 ) Chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u ph\u1ed1i h\u1ee3p .<\/span><\/p>\n

B\u01b0\u1edbc 3: X\u00e2y d\u1ef1ng h\u1ec7 th\u1ed1ng nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u<\/strong><\/span><\/h4>\n

N\u1ebfu nh\u01b0 \u1edf b\u01b0\u1edbc 2 l\u00e0 quy tr\u00ecnh ti\u1ebfn \u0111\u1ed9 x\u00e2y d\u1ef1ng \u201c ph\u1ea7n h\u1ed3n \u201d cho th\u01b0\u01a1ng hi\u1ec7u th\u00ec \u0111\u00e2y l\u00e0 quy tr\u00ecnh ti\u1ebfn \u0111\u1ed9 x\u00e2y d\u1ef1ng \u201c ph\u1ea7n x\u00e1c \u201d c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u, ngh\u0129a l\u00e0 x\u00e2y d\u1ef1ng nh\u1eefng y\u1ebfu t\u1ed1 n\u1ec1n t\u1ea3ng c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u, nh\u1eefng y\u1ebfu t\u1ed1 m\u00e0 ng\u01b0\u1eddi mua ho\u00e0n to\u00e0n c\u00f3 th\u1ec3 nh\u00ecn th\u1ea5y \u0111\u01b0\u1ee3c, g\u1ed3m c\u00f3 : t\u00ean th\u01b0\u01a1ng hi\u1ec7u, h\u00ecnh t\u01b0\u1ee3ng ( logo ), kh\u1ea9u hi\u1ec7u ( slogan ), nh\u1ea1c hi\u1ec7u, h\u00ecnh t\u01b0\u1ee3ng ( ho\u1eb7c nh\u00e2n v\u1eadt \u0111\u1ea1i di\u1ec7n thay m\u1eb7t ) \u2026<\/span><\/p>\n

T\u00ean th\u01b0\u01a1ng hi\u1ec7u l\u00e0 th\u00e0nh t\u1ed1 c\u01a1 b\u1ea3n v\u00ec n\u00f3 l\u00e0 y\u1ebfu t\u1ed1 ch\u00ednh c\u1ee7a m\u1eabu s\u1ea3n ph\u1ea9m. T\u00ean g\u1ecdi l\u00e0 \u1ea5n t\u01b0\u1ee3ng ti\u00ean phong v\u1ec1 m\u1ed9t lo\u1ea1i s\u1ea3n ph\u1ea9m \/ d\u1ecbch v\u1ee5 trong nh\u1eadn th\u1ee9c c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng. V\u00ec th\u1ebf t\u00ean th\u01b0\u01a1ng hi\u1ec7u l\u00e0 m\u1ed9t y\u1ebfu t\u1ed1 quan tr\u1ecdng b\u1ed9c l\u1ed9 n\u0103ng l\u1ef1c ph\u00e2n bi\u1ec7t c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng khi \u0111\u00e3 nghe ho\u1eb7c nh\u00ecn th\u1ea5y th\u01b0\u01a1ng hi\u1ec7u v\u00e0 c\u0169ng l\u00e0 y\u1ebfu t\u1ed1 c\u01a1 b\u1ea3n g\u1ee3i nh\u1edb m\u1eabu s\u1ea3n ph\u1ea9m \/ d\u1ecbch v\u1ee5 trong nh\u1eefng tr\u01b0\u1eddng h\u1ee3p ti\u00eau d\u00f9ng. <\/span><\/p>\n

\u0110\u1ec3 \u0111\u1eb7t t\u00ean th\u01b0\u01a1ng hi\u1ec7u th\u01b0\u1eddng c\u00f3 4 c\u00e1ch sau \u0111\u00e2y : ( 1 ) S\u1eed d\u1ee5ng t\u1eeb ng\u1eef th\u01b0\u1eddng th\u00ec, ( 2 ) S\u1eed d\u1ee5ng t\u1eeb vi\u1ebft t\u1eaft, ( 3 ) S\u1eed d\u1ee5ng t\u1eeb gh\u00e9p, ( 4 ) S\u1eed d\u1ee5ng t\u1eeb t\u1ef1 t\u1ea1o. Tuy nhi\u00ean, c\u1ea7n quan t\u00e2m r\u1eb1ng vi\u1ec7c ch\u1ecdn t\u00ean th\u01b0\u01a1ng hi\u1ec7u c\u1ea7n tu\u00e2n th\u1ee7 1 s\u1ed1 \u00edt nguy\u00ean t\u1eafc sau \u0111\u00e2y : t\u00ean th\u01b0\u01a1ng hi\u1ec7u ph\u1ea3i ng\u1eafn g\u1ecdn, \u0111\u01a1n thu\u1ea7n, d\u1ec5 d\u1ecdc, d\u1ec5 nh\u1edb, d\u1ec5 \u0111\u00e1nh v\u1ea7n, d\u1ec5 ph\u00e1t \u00e2m, \u0111\u1ed9c l\u1ea1, c\u00f3 \u00fd ngh\u0129a, kh\u00f4ng li\u00ean t\u01b0\u1edfng x\u1ea5u \u0111i v\u00e0 kh\u00f4ng tr\u00f9ng v\u1edbi t\u00ean th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a \u0111\u01a1n v\u1ecb ch\u1ee9c n\u0103ng kh\u00e1c .<\/span><\/p>\n

Logo<\/strong> (bi\u1ec3u t\u01b0\u1ee3ng) l\u00e0 th\u00e0nh t\u1ed1 \u0111\u1ed3 h\u1ecda c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u g\u00f3p ph\u1ea7n quan tr\u1ecdng trong nh\u1eadn th\u1ee9c c\u1ee7a kh\u00e1ch h\u00e0ng v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u. Logo \u0111\u01b0\u1ee3c \u0111\u01b0\u1ee3c xem nh\u01b0 linh h\u1ed3n c\u1ee7a doanh nghi\u1ec7p. M\u1ed9t logo ch\u1ea5t l\u01b0\u1ee3ng s\u1ebd \u0111\u01b0a h\u00ecnh \u1ea3nh c\u1ee7a DN v\u01b0\u1ee3t qua kh\u1ecfi kh\u1ea3 n\u0103ng ti\u1ec1m \u1ea9n v\u1ed1n c\u00f3, n\u00f3 ph\u00f4 tr\u01b0\u01a1ng s\u1ee9c m\u1ea1nh v\u00e0 gi\u00e1 tr\u1ecb c\u1ee7a c\u00f4ng ty.<\/span><\/p>\n

Khi thi\u1ebft k\u1ebf logo c\u1ea7n l\u01b0u \u00fd r\u1eb1ng logo ph\u1ea3i th\u1ec3 hi\u1ec7n \u0111\u01b0\u1ee3c nh\u1eefng n\u00e9t v\u0103n h\u00f3a c\u1ee7a c\u00f4ng ty, c\u00e2n b\u1eb1ng v\u1ec1 m\u00e0u s\u1eafc, c\u00f3 t\u00ednh m\u1ef9 thu\u1eadt, tao nh\u00e3, c\u00f3 \u0111i\u1ec3m nh\u1ea5n, h\u00e0i h\u00f2a v\u1ec1 ki\u1ec3u d\u00e1ng, th\u1ec3 hi\u1ec7n \u00fd \u0111\u1ed3 th\u00f4ng \u0111i\u1ec7p m\u1ed9t c\u00e1ch h\u1ee3p l\u00fd v\u00e0 minh b\u1ea1ch, t\u01b0\u01a1ng sinh v\u1ec1 m\u1eb7t phong th\u1ee7y, c\u00e2n b\u1eb1ng v\u1ec1 \u00e2m d\u01b0\u01a1ng. Doanh nghi\u1ec7p c\u00f3 th\u1ec3 c\u00e2n nh\u1eafc ch\u1ecdn m\u1ed9t trong ba c\u00e1ch thi\u1ebft k\u1ebf logo sau: (1) Logo \u0111\u01b0\u1ee3c c\u00e1ch \u0111i\u1ec7u t\u1eeb t\u00ean th\u01b0\u01a1ng hi\u1ec7u, (2) S\u1eed d\u1ee5ng m\u1ed9t h\u00ecnh \u1ea3nh ri\u00eang, (3) K\u1ebft h\u1ee3p gi\u1eefa h\u00ecnh \u1ea3nh v\u00e0 t\u00ean th\u01b0\u01a1ng hi\u1ec7u.<\/span><\/p>\n

Slogan ( kh\u1ea9u hi\u1ec7u ) l\u00e0 \u0111o\u1ea1n v\u0103n ng\u1eafn truy\u1ec1n \u0111\u1ea1t th\u00f4ng tin, di\u1ec5n \u0111\u1ea1t ho\u1eb7c thuy\u1ebft ph\u1ee5c v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u theo m\u1ed9t c\u00e1ch n\u00e0o \u0111\u00f3. M\u1ed9t s\u1ed1 kh\u1ea9u hi\u1ec7u c\u00f2n l\u00e0m t\u0103ng nh\u1eadn th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u r\u00f5 r\u00e0ng h\u01a1n v\u00ec t\u1ea1o n\u00ean m\u1ed1i quan h\u1ec7 m\u1ea1nh h\u01a1n gi\u1eefa th\u01b0\u01a1ng hi\u1ec7u v\u00e0 ch\u1ee7ng lo\u1ea1i s\u1ea3n ph\u1ea9m & h\u00e0ng h\u00f3a. Ngo\u00e0i ra, kh\u1ea9u hi\u1ec7u c\u00f2n gi\u00fap c\u1ee7ng c\u1ed1 \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u v\u00e0 \u0111i\u1ec3m \u0111\u1ed9c l\u1ea1.<\/span><\/p>\n

Kh\u1ea9u hi\u1ec7u c\u00f3 c\u00f4ng d\u1ee5ng nh\u01b0 m\u1ed9t l\u1eddi cam k\u1ebft c\u1ee7a Doanh Nghi\u1ec7p v\u1ec1 ch\u1ea5t l\u01b0\u1ee3ng lo\u1ea1i s\u1ea3n ph\u1ea9m, cung c\u00e1ch ship h\u00e0ng v\u00e0 ch\u0103m nom ng\u01b0\u1eddi mua, c\u0169ng nh\u01b0 s\u1ef1 n\u1ed7 l\u1ef1c c\u1ee7a Doanh Nghi\u1ec7p trong vi\u1ec7c n\u00e2ng c\u1ea5p c\u1ea3i ti\u1ebfn m\u1eabu m\u00e3 v\u00e0 kh\u00f4ng ng\u1eebng t\u0103ng tr\u01b0\u1edfng \u0111\u1ec3 ph\u00e2n ph\u1ed1i m\u1ed9t c\u00e1ch t\u1ed1t nh\u1ea5t nhu y\u1ebfu c\u1ee7a ng\u01b0\u1eddi mua. <\/span><\/p>\n

Ti\u00eau ch\u00ed \u0111\u1eb7t slogan ( kh\u1ea9u hi\u1ec7u ) : Kh\u1ea9u hi\u1ec7u ph\u1ea3i g\u1ee3i nh\u1edb \u00fd ngh\u0129a th\u01b0\u01a1ng hi\u1ec7u, d\u1ec5 nh\u1edb ( ng\u1eafn ng\u1ecdn, v\u1ea7n \u0111i\u1ec7u ), bi\u1ec3u l\u1ed9 t\u00ednh c\u00e1ch th\u01b0\u01a1ng hi\u1ec7u v\u00e0 \u0111\u1ed9c l\u1ea1 ( kh\u00f4ng gi\u1ed1ng v\u1edbi nh\u1eefng kh\u1ea9u hi\u1ec7u xu\u1ea5t hi\u1ec7n tr\u00ean th\u1ecb tr\u01b0\u1eddng ). Kh\u00f4ng n\u00ean ch\u1ecdn nh\u1eefng c\u00e2u kh\u1ea9u hi\u1ec7u chung chung, s\u00e1o r\u1ed7ng .<\/span><\/p>\n

Nh\u1ea1c hi\u1ec7u l\u00e0 vi\u1ec7c s\u1eed d\u1ee5ng \u00e2m thanh nh\u1eb1m m\u1ee5c \u0111\u00edch t\u0103ng c\u01b0\u1eddng n\u0103ng l\u1ef1c nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u cho ng\u01b0\u1eddi mua. Nh\u1ea1c hi\u1ec7u l\u00e0 m\u1ed9t \u0111o\u1ea1n nh\u1ea1c ho\u1eb7c m\u1ed9t b\u00e0i h\u00e1t ng\u1eafn, d\u1ec5 nh\u1edb, d\u1ec5 t\u00e1i di\u1ec5n, \u0111\u01b0\u1ee3c s\u00e1ng t\u00e1c d\u1ef1a tr\u00ean gi\u00e1 tr\u1ecb c\u1ed1t l\u00f5i c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u v\u00e0 lo\u1ea1i s\u1ea3n ph\u1ea9m. Nh\u1ea1c hi\u1ec7u th\u01b0\u1eddng \u0111\u1eb7t \u1edf \u0111\u1ea7u hay \u1edf \u0111\u1ea7u cu\u1ed1i c\u1ee7a m\u1ed9t \u0111o\u1ea1n qu\u1ea3ng c\u00e1o. <\/span><\/p>\n

Nh\u1ea1c hi\u1ec7u th\u01b0\u1eddng mang giai \u0111i\u1ec7u nhanh ho\u1eb7c ch\u1eadm, vui m\u1eebng ho\u1eb7c sang tr\u1ecdng v\u00e0 qu\u00fd ph\u00e1i tu\u1ef3 thu\u1ed9c v\u00e0o t\u00ednh c\u00e1ch c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u v\u00e0 lo\u1ea1i s\u1ea3n ph\u1ea9m. N\u1ebfu l\u00e0 lo\u1ea1i s\u1ea3n ph\u1ea9m d\u00e0nh cho tr\u1ebb nh\u1ecf th\u00ec \u0111i\u1ec7u nh\u1ea1c c\u1ea7n sung s\u01b0\u1edbng sinh \u0111\u1ed9ng, n\u1ebfu l\u00e0 lo\u1ea1i s\u1ea3n ph\u1ea9m l\u00e0m \u0111\u1eb9p d\u00e0nh cho ph\u00e1i n\u1eef th\u00ec nh\u1ea1c \u0111i\u1ec7u c\u1ea7n nh\u1eb9 nh\u00e0ng, \u0111i\u1ec7u \u0111\u00e0ng, n\u1ebfu l\u00e0 m\u1eabu s\u1ea3n ph\u1ea9m d\u00f9ng cho m\u00e1i \u1ea5m gia \u0111\u00ecnh th\u00ec giai \u0111i\u1ec7u c\u1ea7n g\u1ea7n g\u1eefi, \u1ea5m c\u00fang. <\/span><\/p>\n

Nh\u1ea1c hi\u1ec7u th\u01b0\u1eddng in s\u00e2u v\u00e0o tr\u00ed nh\u1edb c\u1ee7a ng\u01b0\u1eddi mua r\u1ea5t l\u00e2u n\u1ebfu \u0111\u01b0\u1ee3c nghe li\u00ean t\u1ee5c trong m\u1ed9t ti\u1ebfn tr\u00ecnh. Nh\u1ea1c hi\u1ec7u th\u01b0\u1eddng kh\u00f3 \u0111\u1ed5i h\u01a1n nh\u1eefng y\u1ebfu t\u1ed1 kh\u00e1c c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u n\u00ean c\u1ea7n ph\u1ea3i \u0111\u01b0\u1ee3c tinh l\u1ecdc kh\u00e1 k\u1ef9 c\u00e0ng .<\/span><\/p>\n

H\u00ecnh t\u01b0\u1ee3ng c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u l\u00e0 c\u00e1ch s\u1eed d\u1ee5ng m\u1ed9t nh\u00e2n v\u1eadt ho\u1eb7c con v\u1eadt n\u00e0o \u0111\u00f3 \u0111\u1ec3 di\u1ec5n \u0111\u1ea1t t\u00ednh c\u00e1ch ri\u00eang kh\u00f4ng li\u00ean quan g\u00ec \u0111\u1ebfn nhau c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u. H\u00ecnh t\u01b0\u1ee3ng c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u ho\u00e0n to\u00e0n c\u00f3 th\u1ec3 l\u00e0 ng\u01b0\u1eddi th\u1eadt, v\u1eadt th\u1eadt ho\u1eb7c l\u00e0 h\u00ecnh v\u1ebd. H\u00ecnh t\u01b0\u1ee3ng c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u th\u01b0\u1eddng \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng nhi\u1ec1u trong nh\u1eefng ch\u01b0\u01a1ng tr\u00ecnh qu\u1ea3ng c\u00e1o v\u00e0 khuy\u1ebfn m\u00e3i th\u00eam ho\u1eb7c trong nh\u1eefng ho\u1ea1t \u0111\u1ed9ng gi\u1ea3i tr\u00ed tr\u00ecnh l\u00e0ng m\u1eabu s\u1ea3n ph\u1ea9m m\u1edbi \u0111\u1ec3 t\u1ea1o ch\u00fa \u00fd quan t\u00e2m sinh \u0111\u1ed9ng, g\u1ee3i nh\u1edb v\u00e0 t\u1ea1o s\u1ef1 \u0111\u1ed9c l\u1ea1.<\/span><\/p>\n

M\u1ee5c ti\u00eau s\u1eed d\u1ee5ng h\u00ecnh t\u01b0\u1ee3ng th\u01b0\u01a1ng hi\u1ec7u th\u01b0\u1eddng l\u00e0 \u0111\u1ec3 t\u1ea1o thi\u1ec7n c\u1ea3m c\u1ee7a ng\u01b0\u1eddi mua so v\u1edbi th\u01b0\u01a1ng hi\u1ec7u qua t\u00ednh c\u00e1ch th\u00e2n thi\u1ec7n c\u1ee7a ng\u01b0\u1eddi th\u1eadt, v\u1eadt th\u1eadt ho\u1eb7c t\u00ednh c\u00e1ch \u0111\u00e1ng y\u00eau v\u00e0 d\u1ec5 th\u01b0\u01a1ng m\u00ea ho\u1eb7c c\u1ee7a nh\u00e2n v\u1eadt ho\u1ea1t h\u00ecnh n\u00e0o \u0111\u00f3. H\u00ecnh t\u01b0\u1ee3ng s\u1ebd g\u00f3p th\u00eam ph\u1ea7n t\u1ea1o s\u1ef1 ch\u0103m s\u00f3c t\u00edch c\u1ef1c c\u1ee7a ng\u01b0\u1eddi mua t\u1eeb \u0111\u00f3 x\u00e2y d\u1ef1ng thi\u1ec7n c\u1ea3m so v\u1edbi th\u01b0\u01a1ng hi\u1ec7u .<\/span><\/p>\n

Bao b\u00ec m\u1eabu s\u1ea3n ph\u1ea9m l\u00e0 t\u00e1c nh\u00e2n quan tr\u1ecdng trong nh\u1eefng k\u1ebf ho\u1ea1ch x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u. Trong khi nh\u1eefng n\u1ed7 l\u1ef1c v\u1ec1 marketing v\u00e0 qu\u1ea3ng c\u00e1o \u0111\u00f3ng vai tr\u00f2 t\u00ecm ki\u1ebfm nhu y\u1ebfu v\u00e0 mong \u01b0\u1edbc c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng th\u00ec ch\u1ec9 c\u00f3 v\u1ecf h\u1ed9p m\u1eabu s\u1ea3n ph\u1ea9m l\u00e0 th\u1ee9 duy nh\u1ea5t h\u1eefu h\u00ecnh – mang m\u1eabu s\u1ea3n ph\u1ea9m v\u00e0 th\u01b0\u01a1ng hi\u1ec7u t\u1edbi ng\u01b0\u1eddi ti\u00eau d\u00f9ng m\u1ed9t c\u00e1ch r\u00f5 r\u00e0ng nh\u1ea5t. <\/span><\/p>\n

Bao b\u00ec kh\u00f4ng ch\u1ec9 c\u00f3 t\u00ednh n\u0103ng b\u1ea3o v\u1ec7, mi\u00eau t\u1ea3 v\u00e0 ra m\u1eaft lo\u1ea1i s\u1ea3n ph\u1ea9m m\u00e0 n\u00f3 c\u00f2n ti\u1ec1m \u1ea9n r\u1ea5t nhi\u1ec1u t\u00e1c nh\u00e2n t\u00e1c \u0111\u1ed9ng \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn ng\u01b0\u1eddi mua v\u00e0 vi\u1ec7c quy\u1ebft \u0111\u1ecbnh h\u00e0nh \u0111\u1ed9ng l\u1ef1a ch\u1ecdn mua h\u00e0ng c\u1ee7a h\u1ecd. Thi\u1ebft k\u1ebft v\u1ecf h\u1ed9p l\u00e0 s\u1ef1 t\u00edch h\u1ee3p gi\u1eefa nguy\u00ean v\u1eadt li\u1ec7u, c\u1ea5u tr\u00fac, c\u00e1ch tr\u00ecnh di\u1ec5n, h\u00ecnh \u1ea3nh, s\u1eafc t\u1ed1 v\u00e0 nh\u1eefng th\u00e0nh ph\u1ea7n kh\u00e1c t\u1ea1o ra s\u1ef1 l\u00f4i cu\u1ed1n th\u1ecb gi\u00e1c cho m\u1ee5c ti\u00eau ti\u1ebfp th\u1ecb qu\u1ea3ng c\u00e1o v\u00e0 k\u1ebf ho\u1ea1ch marketing c\u1ee7a m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u hay lo\u1ea1i s\u1ea3n ph\u1ea9m.<\/span><\/p>\n

Bao b\u00ec \u0111\u01b0\u1ee3c phong c\u00e1ch thi\u1ebft k\u1ebf c\u1ea7n \u0111\u1ea1t ti\u00eau chu\u1ea9n nh\u01b0 t\u1ea1o s\u1ef1 ph\u00e2n bi\u1ec7t th\u01b0\u01a1ng hi\u1ec7u qua h\u00ecnh th\u1ee9c, s\u1eafc t\u1ed1, phong c\u00e1ch thi\u1ebft k\u1ebf, m\u1eabu m\u00e3. Bao b\u00ec ph\u1ea3i cung \u1ee9ng nh\u1eefng th\u00f4ng tin thi\u1ebft y\u1ebfu v\u00e0 thuy\u1ebft ph\u1ee5c v\u1ec1 quy\u1ec1n l\u1ee3i c\u1ee7a m\u1eabu s\u1ea3n ph\u1ea9m c\u0169ng nh\u01b0 ph\u01b0\u01a1ng ph\u00e1p s\u1eed d\u1ee5ng v\u00e0 t\u1ea1o s\u1ef1 ti\u1ec7n nghi cho vi\u1ec7c v\u1eadn \u0111\u1ed9ng v\u00e0 di chuy\u1ec3n v\u00e0 b\u1ea3o v\u1ec7 lo\u1ea1i s\u1ea3n ph\u1ea9m kh\u00f4ng b\u1ecb h\u01b0 h\u1ea1i. Bao b\u00ec c\u0169ng c\u1ea7n t\u1ea1o s\u1ef1 thu\u1eadn ti\u1ec7n cho ng\u01b0\u1eddi mua khi s\u1eed d\u1ee5ng lo\u1ea1i s\u1ea3n ph\u1ea9m nh\u01b0 : d\u1ec5 m\u1edf, d\u1ec5 \u0111\u00f3ng, d\u1ec5 c\u1ea7m, d\u1ec5 c\u1ea5t, d\u1ec5 l\u1ea5y \u2026 <\/span><\/p>\n

Ngo\u00e0i ra, v\u1ecf h\u1ed9p lo\u1ea1i s\u1ea3n ph\u1ea9m c\u1ea7n c\u00f3 m\u1ed9t phong c\u00e1ch thi\u1ebft k\u1ebf \u0111i\u1ec3n h\u00ecnh n\u1ed5i b\u1eadt ho\u00e0n to\u00e0n c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c ng\u01b0\u1eddi mua nh\u1eadn ra nhanh khi c\u00f9ng \u0111\u01b0\u1ee3c t\u1ecda l\u1ea1c tr\u00ean m\u1ed9t v\u00ed tr\u00ed v\u1edbi nh\u1eefng m\u1eabu s\u1ea3n ph\u1ea9m c\u1ee7a \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh c\u1ea1nh tranh \u0111\u1ed1i \u0111\u1ea7u. \u0110i\u1ec1u n\u00e0y ho\u00e0n to\u00e0n c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c th\u1ef1c thi qua h\u00ecnh d\u00e1ng, k\u00edch c\u1ee1 ho\u1eb7c s\u1eafc t\u1ed1, h\u00ecnh \u1ea3nh \u0111\u1eb9p m\u1eaft c\u1ee7a v\u1ecf h\u1ed9p .<\/span><\/p>\n

T\u00f9y theo \u0111\u1eb7c tr\u01b0ng m\u1ed7i ngh\u00e0nh kinh doanh th\u01b0\u01a1ng m\u1ea1i m\u00e0 doanh nghi\u1ec7p xem x\u00e9t quy\u1ebft \u0111\u1ecbnh h\u00e0nh \u0111\u1ed9ng l\u1ef1a ch\u1ecdn to\u00e0n b\u1ed9 nh\u1eefng y\u1ebfu t\u1ed1 n\u1ec1n t\u1ea3ng c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u hay ch\u1ec9 l\u1ef1a ch\u1ecdn m\u1ed9t s\u1ed1 \u00edt y\u1ebfu t\u1ed1 c\u01a1 b\u1ea3n. Nh\u01b0ng d\u00f9 c\u00f3 quy\u1ebft \u0111\u1ecbnh h\u00e0nh \u0111\u1ed9ng nh\u01b0 th\u1ebf n\u00e0o th\u00ec doanh nghi\u1ec7p c\u0169ng ph\u1ea3i ch\u00fa \u00fd quan t\u00e2m r\u1eb1ng, nh\u1eefng y\u1ebfu t\u1ed1 n\u1ec1n t\u1ea3ng c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u ( ph\u1ea7n x\u00e1c ) ph\u1ea3i \u0111\u01b0\u1ee3c x\u00e2y d\u1ef1ng d\u1ef1a tr\u00ean ph\u1ea7n h\u1ed3n c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u ch\u1ee9 kh\u00f4ng ph\u1ea3i d\u1ef1a tr\u00ean s\u1edf tr\u01b0\u1eddng th\u00edch nghi c\u1ee7a ng\u01b0\u1eddi ra quy\u1ebft \u0111\u1ecbnh h\u00e0nh \u0111\u1ed9ng .<\/span><\/p>\n

Sau khi x\u00e2y d\u1ef1ng xong nh\u1eefng y\u1ebfu t\u1ed1 n\u1ec1n t\u1ea3ng c\u1ee7a m\u1ea1ng l\u01b0\u1edbi h\u1ec7 th\u1ed1ng nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u ( \u0111\u1eb7t t\u00ean th\u01b0\u01a1ng hi\u1ec7u, phong c\u00e1ch thi\u1ebft k\u1ebf logo, x\u00e2y d\u1ef1ng slogan, ch\u1ecdn nh\u1ea1c hi\u1ec7u, h\u00ecnh \u1ea3nh \u0111\u1ea1i di\u1ec7n thay m\u1eb7t … ), m\u1ea1ng l\u01b0\u1edbi h\u1ec7 th\u1ed1ng nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u s\u1ebd \u0111\u01b0\u1ee3c tri\u1ec3n khai th\u00f4ng qua nh\u1eefng th\u00e0nh ph\u1ea7n c\u01a1 b\u1ea3n sau : m\u1ea1ng l\u01b0\u1edbi h\u1ec7 th\u1ed1ng v\u0103n ph\u00f2ng ph\u1ea9m ( b\u1ea3ng t\u00ean, danh thi\u1ebfp, h\u00f3a \u0111\u01a1n ch\u1ee9ng t\u1eeb, \u0111\u1ed3ng ph\u1ee5c, bao th\u01b0, gi\u1ea5y ti\u00eau \u0111\u1ec1, b\u00eca h\u1ed3 s\u01a1, m\u1ea1ng l\u01b0\u1edbi h\u1ec7 th\u1ed1ng v\u0103n b\u1ea3n, email \u2026 ), m\u1ea1ng l\u01b0\u1edbi h\u1ec7 th\u1ed1ng tem nh\u00e3n, v\u1ecf h\u1ed9p, m\u1ea1ng l\u01b0\u1edbi h\u1ec7 th\u1ed1ng v\u1eadt ph\u1ea9m tri\u1ec3n khai v\u00e0 m\u1ea1ng l\u01b0\u1edbi h\u1ec7 th\u1ed1ng qu\u1ea3ng c\u00e1o, ti\u1ebfp th\u1ecb qu\u1ea3ng c\u00e1o.<\/span><\/p>\n

Qu\u00e1 tr\u00ecnh phong c\u00e1ch thi\u1ebft k\u1ebf m\u1ea1ng l\u01b0\u1edbi h\u1ec7 th\u1ed1ng nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u c\u1ea7n tu\u00e2n th\u1ee7 s\u1ef1 \u0111\u1ed3ng \u0111i\u1ec7u, \u0111\u1ed3ng nh\u1ea5t v\u00e0 ph\u1ea3i \u0111\u01b0\u1ee3c x\u00e2y d\u1ef1ng d\u1ef1a tr\u00ean n\u1ec1n t\u1ea3ng c\u1ee7a k\u1ebf ho\u1ea1ch th\u01b0\u01a1ng hi\u1ec7u nh\u01b0 x\u00e1c \u0111\u1ecbnh th\u01b0\u01a1ng hi\u1ec7u, t\u00ednh c\u00e1ch th\u01b0\u01a1ng hi\u1ec7u .<\/span><\/p>\n

B\u01b0\u1edbc 4: L\u1eadp k\u1ebf ho\u1ea1ch qu\u1ea3ng b\u00e1 th\u01b0\u01a1ng hi\u1ec7u<\/strong><\/span><\/h4>\n

Sau khi x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u ( g\u1ed3m c\u00f3 ph\u1ea7n h\u1ed3n v\u00e0 ph\u1ea7n x\u00e1c ), doanh nghi\u1ec7p c\u1ea7n c\u00f3 k\u1ebf ho\u1ea1ch ti\u1ebfp th\u1ecb th\u01b0\u01a1ng hi\u1ec7u. \u0110\u00e2y l\u00e0 b\u01b0\u1edbc quan tr\u1ecdng nh\u1eb1m m\u1ee5c \u0111\u00edch \u0111\u01b0a h\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u \u0111i v\u00e0o t\u00e2m l\u00fd ng\u01b0\u1eddi mua. M\u1ed9t th\u01b0\u01a1ng hi\u1ec7u kh\u00f4ng h\u1ec1 th\u00e0nh c\u00f4ng xu\u1ea5t s\u1eafc n\u1ebfu kh\u00f4ng ti\u1ebfn h\u00e0nh nh\u1eefng ho\u1ea1t \u0111\u1ed9ng gi\u1ea3i tr\u00ed ti\u1ebfp th\u1ecb. <\/span><\/p>\n

Nhi\u1ec1u khu c\u00f4ng tr\u00ecnh nghi\u00ean c\u1ee9u v\u00e0 \u0111i\u1ec1u tra \u0111\u00e3 ch\u1ee9ng t\u1ecf ti\u1ebfp th\u1ecb qu\u1ea3ng c\u00e1o marketing c\u00f3 \u1ea3nh h\u01b0\u1edfng t\u00e1c \u0111\u1ed9ng t\u00edch c\u1ef1c \u0111\u1ebfn gia t\u00e0i th\u01b0\u01a1ng hi\u1ec7u v\u00e0 nh\u1eefng th\u00e0nh ph\u1ea7n c\u1ee7a n\u00f3. V\u00ec v\u1eady, \u0111\u1ec3 x\u00e2y d\u1ef1ng v\u00e0 t\u1ea1o \u0111\u01b0\u1ee3c h\u00ecnh \u1ea3nh, ni\u1ec1m tin c\u1ee7a ng\u01b0\u1eddi mua so v\u1edbi th\u01b0\u01a1ng hi\u1ec7u thi\u1ebft y\u1ebfu ph\u1ea3i c\u00f3 nh\u1eefng ch\u01b0\u01a1ng tr\u00ecnh truy\u1ec1n th\u00f4ng online marketing hi\u1ec7u su\u1ea5t cao .<\/span><\/p>\n

Ng\u00e0y nay, \u0111\u1ec3 ti\u1ebfp th\u1ecb th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ebfn ng\u01b0\u1eddi mua ti\u1ec1m n\u0103ng nh\u1eefng Doanh Nghi\u1ec7p th\u01b0\u1eddng s\u1eed d\u1ee5ng nhi\u1ec1u c\u00f4ng c\u1ee5 truy\u1ec1n th\u00f4ng online kh\u00e1c nhau, trong \u0111\u00f3 ph\u1ed5 c\u1eadp nh\u1ea5t v\u1eabn l\u00e0 nh\u1eefng c\u00f4ng c\u1ee5 ti\u1ebfp th\u1ecb qu\u1ea3ng c\u00e1o nh\u01b0 qu\u1ea3ng c\u00e1o, khuy\u1ec5n m\u00e3i th\u00eam, quan h\u1ec7 c\u00f4ng ch\u00fang, marketing tr\u1ef1c ti\u1ebfp v\u00e0 b\u00e1n h\u00e0ng c\u00e1 th\u1ec3. Nh\u1eefng c\u00f4ng c\u1ee5 truy\u1ec1n th\u00f4ng online n\u00e0y \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng t\u00edch h\u1ee3p v\u1edbi nhau g\u1ecdi l\u00e0 h\u1ed7n h\u1ee3p truy\u1ec1n th\u00f4ng online marketing ( marekting communication mix ). <\/span><\/p>\n

Tuy nhi\u00ean, v\u1edbi s\u1ef1 t\u0103ng tr\u01b0\u1edfng nhanh c\u1ee7a cu\u1ed9c c\u00e1ch m\u1ea1ng c\u00f4ng nghi\u1ec7p 4.0 v\u00e0 m\u1ea1ng l\u01b0\u1edbi h\u1ec7 th\u1ed1ng internet, \u0111\u1eb7c bi\u1ec7t quan tr\u1ecdng l\u00e0 m\u1ea1ng x\u00e3 h\u1ed9i n\u00ean ho\u1ea1t \u0111\u1ed9ng gi\u1ea3i tr\u00ed ti\u1ebfp th\u1ecb qu\u1ea3ng c\u00e1o marketing c\u1ee7a Doanh Nghi\u1ec7p c\u0169ng c\u00f3 s\u1ef1 di d\u1eddi t\u1eeb truy\u1ec1n th\u1ed1ng l\u1ecbch s\u1eed sang t\u00e2n ti\u1ebfn ; hay n\u00f3i kh\u00e1c h\u01a1n l\u00e0 ho\u1ea1t \u0111\u1ed9ng gi\u1ea3i tr\u00ed truy\u1ec1n th\u00f4ng online marketing c\u1ee7a Doanh Nghi\u1ec7p l\u00fac b\u1ea5y gi\u1edd c\u00f3 khuynh h\u01b0\u1edbng s\u1eed d\u1ee5ng nh\u1eefng c\u00f4ng c\u1ee5 ti\u1ebfp th\u1ecb qu\u1ea3ng c\u00e1o tr\u1ef1c tuy\u1ebfn nhi\u1ec1u h\u01a1n so v\u1edbi ngo\u1ea1i tuy\u1ebfn.<\/span><\/p>\n

Hi\u1ec3n nhi\u00ean, m\u1ed9t chi\u1ebfn d\u1ecbch ti\u1ebfp th\u1ecb qu\u1ea3ng c\u00e1o kh\u00f4ng ch\u1ec9 s\u1eed d\u1ee5ng m\u1ed9t c\u00f4ng c\u1ee5 m\u00e0 c\u1ea7n ph\u1ea3i c\u00f3 s\u1ef1 t\u00edch h\u1ee3p nhi\u1ec1u c\u00f4ng c\u1ee5 truy\u1ec1n th\u00f4ng online kh\u00e1c nhau \u0111\u01b0\u1ee3c ti\u1ebfn h\u00e0nh tr\u00ean nhi\u1ec1u k\u00eanh kh\u00e1c nhau, k\u1ec3 c\u1ea3 k\u00eanh tr\u1ef1c tuy\u1ebfn l\u1eabn ngo\u1ea1i tuy\u1ebfn. S\u1ef1 ph\u1ed1i h\u1ee3p nh\u1eefng c\u00f4ng c\u1ee5 truy\u1ec1n th\u00f4ng online n\u00e0y th\u01b0\u1eddng \u0111\u01b0\u1ee3c g\u1ecdi l\u00e0 chi\u1ebfn d\u1ecbch ti\u1ebfp th\u1ecb qu\u1ea3ng c\u00e1o marketing t\u00edch h\u1ee3p ( IMC – Integrated Marketing Communications ) .<\/span><\/p>\n

\u0110\u1ec3 vi\u1ec7c truy\u1ec1n th\u00f4ng online, ti\u1ebfp th\u1ecb th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c hi\u1ec7u su\u1ea5t cao, Doanh Nghi\u1ec7p c\u1ea7n quan t\u00e2m x\u00e2y d\u1ef1ng nh\u1eefng ho\u1ea1t \u0111\u1ed9ng gi\u1ea3i tr\u00ed ti\u1ebfp th\u1ecb qu\u1ea3ng c\u00e1o marketing d\u1ef1a tr\u00ean h\u00e0nh tr\u00ecnh d\u00e0i th\u01b0\u1edfng th\u1ee9c ng\u01b0\u1eddi mua. Kh\u00e1ch h\u00e0ng s\u1ebd th\u01b0\u1edfng th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u tr\u1ea3i qua h\u00e0nh tr\u00ecnh d\u00e0i g\u1ed3m nh\u1eefng b\u01b0\u1edbc sau \u0111\u00e2y : ( 1 ) Nh\u1eadn bi\u1ebft th\u01b0\u01a1ng hi\u1ec7u ( Awareness ), ( 2 ) Ch\u00fa \u00fd \u0111\u1ebfn th\u01b0\u01a1ng hi\u1ec7u ( Appeal ), ( 3 ) T\u00ecm hi\u1ec3u v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u ( Ask ), ( 4 ) S\u1eed d\u1ee5ng th\u01b0\u01a1ng hi\u1ec7u ( k\u00edch ho\u1ea1t ), ( 5 ) \u1ee6ng h\u1ed9 th\u01b0\u01a1ng hi\u1ec7u ( Advocate ). \u0110\u00e2y g\u1ecdi l\u00e0 quy m\u00f4 5A. <\/span><\/p>\n

D\u1ef1a tr\u00ean quy m\u00f4 n\u00e0y Doanh Nghi\u1ec7p c\u1ea7n x\u00e2y d\u1ef1ng nh\u1eefng ho\u1ea1t \u0111\u1ed9ng gi\u1ea3i tr\u00ed nh\u1eb1m m\u1ee5c \u0111\u00edch t\u1ea1o th\u1eddi c\u01a1 \u0111\u1ec3 ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111\u01b0\u1ee3c ti\u1ebfp x\u00fac v\u1edbi th\u01b0\u01a1ng hi\u1ec7u m\u1ed9t c\u00e1ch t\u00edch c\u1ef1c. Qua t\u1eebng \u0111i\u1ec3m ch\u1ea1m, gi\u1eefa ng\u01b0\u1eddi mua v\u00e0 th\u01b0\u01a1ng hi\u1ec7u s\u1ebd t\u1eebng b\u01b0\u1edbc x\u00e2y d\u1ef1ng m\u1ed1i quan h\u1ec7 v\u00e0 s\u1ef1 hi\u1ec3u bi\u1ebft l\u1eabn nhau, qua th\u1eddi h\u1ea1n, t\u1eeb t\u1eeb th\u01b0\u01a1ng hi\u1ec7u s\u1ebd s\u1edf h\u1eefu \u0111\u01b0\u1ee3c t\u00e2m l\u00fd c\u1ee7a ng\u01b0\u1eddi mua. V\u00e0 khi \u0111\u00f3 m\u1edbi ho\u00e0n to\u00e0n c\u00f3 th\u1ec3 n\u00f3i l\u00e0 Doanh Nghi\u1ec7p \u0111\u00e3 c\u00f3 th\u01b0\u01a1ng hi\u1ec7u .<\/span><\/p>\n

B\u01b0\u1edbc 5: \u0110\u00e1nh gi\u00e1 v\u00e0 do l\u01b0\u1eddng s\u1ee9c kh\u1ecfe th\u01b0\u01a1ng hi\u1ec7u <\/strong><\/span><\/h4>\n

X\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u l\u00e0 m\u1ed9t quy tr\u00ecnh l\u00e2u d\u00e0i h\u01a1n c\u1ea7n ph\u1ea3i \u0111\u01b0\u1ee3c ti\u1ebfn h\u00e0nh m\u1ed9t c\u00e1ch \u0111\u1ed3ng nh\u1ea5t v\u00e0 linh \u0111\u1ed9ng. Trong quy tr\u00ecnh tri\u1ec3n khai th\u1ecb tr\u01b0\u1eddng s\u1ebd c\u00f3 nhi\u1ec1u \u0111\u1ed5i kh\u00e1c ( v\u1ec1 \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh c\u1ea1nh tranh \u0111\u1ed1i \u0111\u1ea7u, ng\u01b0\u1eddi mua, khuynh h\u01b0\u1edbng c\u1ee7a n\u1ec1n kinh t\u1ebf t\u00e0i ch\u00ednh \u2026 ). V\u00ec v\u1eady, sau m\u1ed9t th\u1eddi h\u1ea1n ti\u1ebfn h\u00e0nh th\u01b0\u01a1ng hi\u1ec7u, Doanh Nghi\u1ec7p c\u1ea7n ph\u1ea3i nh\u00ecn nh\u1eadn hi\u1ec7u su\u1ea5t cao c\u00f4ng t\u00e1c l\u00e0m vi\u1ec7c x\u00e2y d\u1ef1ng v\u00e0 ti\u1ebfp th\u1ecb th\u01b0\u01a1ng hi\u1ec7u. <\/span><\/p>\n

M\u1ee5c \u0111\u00edch c\u1ee7a vi\u1ec7c nh\u00ecn nh\u1eadn l\u00e0 \u0111\u1ec3 so s\u00e1nh l\u1ea1i gi\u1eefa hi\u1ec7u qu\u1ea3 tri\u1ec3n khai so v\u1edbi ti\u1ec1m n\u0103ng kh\u1edfi \u0111\u1ea7u \u0111\u1ec3 c\u00f3 nh\u1eefng gi\u1ea3i ph\u00e1p ki\u1ec3m so\u00e1t v\u00e0 \u0111i\u1ec1u ch\u1ec9nh t\u01b0\u01a1ng th\u00edch. \u0110\u00e1nh gi\u00e1 hi\u1ec7u su\u1ea5t cao x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u c\u1ea7n ph\u1ea3i \u0111\u01b0\u1ee3c th\u1ef1c thi \u0111\u1ecbnh k\u1ef3 ( m\u1ed7i 6 th\u00e1ng ho\u1eb7c h\u1eb1ng n\u0103m ). C\u00e1c ti\u00eau chu\u1ea9n th\u01b0\u1eddng \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng \u0111\u1ec3 nh\u00ecn nh\u1eadn v\u00e0 th\u1ed1ng k\u00ea gi\u00e1m s\u00e1t hi\u1ec7u su\u1ea5t cao c\u00f4ng t\u00e1c l\u00e0m vi\u1ec7c x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u hay c\u00f2n g\u1ecdi l\u00e0 \u0111o l\u01b0\u1eddng v\u00e0 th\u1ed1ng k\u00ea s\u1ee9c kh\u1ecfe th\u1ec3 ch\u1ea5t th\u01b0\u01a1ng hi\u1ec7u l\u00e0 : m\u1ee9c \u0111\u1ed9 ph\u00e2n bi\u1ec7t th\u01b0\u01a1ng hi\u1ec7u, m\u1ee9c \u0111\u1ed9 li\u00ean t\u01b0\u1edfng th\u01b0\u01a1ng hi\u1ec7u, ch\u1ea5t l\u01b0\u1ee3ng c\u1ea3m nh\u1eadn, m\u1ee9c \u0111\u1ed9 trung th\u00e0nh th\u01b0\u01a1ng hi\u1ec7u, l\u1ec7ch gi\u00e1, th\u1ecb tr\u01b0\u1eddng ho\u1eb7c doanh thu \u2026<\/span><\/p>\n

Th\u00f4ng th\u01b0\u1eddng, khi n\u00f3i \u0111\u1ebfn m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh hay m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u th\u00e0nh c\u00f4ng xu\u1ea5t s\u1eafc ng\u01b0\u1eddi ta th\u01b0\u1eddng cho r\u1eb1ng, m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh ph\u1ea3i l\u00e0 m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c nhi\u1ec1u ng\u01b0\u1eddi bi\u1ebft \u0111\u1ebfn, \u0111\u01b0\u1ee3c nhi\u1ec1u ng\u01b0\u1eddi tin c\u1eady v\u00e0 s\u1eed d\u1ee5ng, \u0111\u01b0\u1ee3c ng\u01b0\u1eddi mua \u01b0u ti\u00ean s\u1eed d\u1ee5ng khi c\u00f3 nhu y\u1ebfu v\u00e0 th\u01b0\u1eddng c\u00f3 xu th\u1ebf ra m\u1eaft th\u01b0\u01a1ng hi\u1ec7u \u0111\u00f3 cho b\u1ea1n h\u1eefu, ng\u01b0\u1eddi th\u00e2n trong gia \u0111\u00ecnh. V\u00e0 n\u1ebfu nh\u01b0 v\u1eady, c\u00f3 ngh\u0129a l\u00e0 Doanh Nghi\u1ec7p s\u1ebd b\u00e1n \u0111\u01b0\u1ee3c h\u00e0ng, s\u1ebd ng\u00e0y c\u00e0ng t\u0103ng \u0111\u01b0\u1ee3c l\u1ec7ch gi\u00e1, ng\u00e0y c\u00e0ng t\u0103ng th\u1ecb tr\u01b0\u1eddng, ng\u00e0y c\u00e0ng t\u0103ng doanh thu v\u00e0 s\u1ebd s\u1eed d\u1ee5ng th\u01b0\u01a1ng hi\u1ec7u nh\u01b0 m\u1ed9t r\u00e0o c\u1ea3n so v\u1edbi nh\u1eefng \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh c\u1ea1nh tranh \u0111\u1ed1i \u0111\u1ea7u .<\/span><\/p>\n

4. K\u1ebeT LU\u1eacN V\u00c0 KI\u1ebeN NGH\u1eca<\/strong><\/span><\/h2>\n

Ng\u00e0y nay, vai tr\u00f2 c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u so v\u1edbi doanh nghi\u1ec7p \u0111\u00e3 \u0111\u01b0\u1ee3c nhi\u1ec1u khu c\u00f4ng tr\u00ecnh nghi\u00ean c\u1ee9u v\u00e0 \u0111i\u1ec1u tra ch\u1ee9ng t\u1ecf. Trong m\u00f4i tr\u01b0\u1eddng t\u1ef1 nhi\u00ean c\u1ea1nh tranh \u0111\u1ed1i \u0111\u1ea7u ng\u00e0y c\u00e0ng quy\u1ebft li\u1ec7t l\u00fac b\u1ea5y gi\u1edd, n\u1ebfu Doanh Nghi\u1ec7p ch\u1ec9 n\u1ed7 l\u1ef1c trong vi\u1ec7c n\u00e2ng c\u1ea5p c\u1ea3i ti\u1ebfn ch\u1ea5t l\u01b0\u1ee3ng lo\u1ea1i s\u1ea3n ph\u1ea9m ho\u1eb7c c\u1ea1nh tranh \u0111\u1ed1i \u0111\u1ea7u b\u1eb1ng Chi ti\u00eau th\u00ec ch\u01b0a \u0111\u1ee7.<\/span><\/p>\n

\u0110\u1ec3 t\u1ea1o ra l\u1ee3i th\u1ebf c\u1ea1nh tranh \u0111\u1ed1i \u0111\u1ea7u v\u1eefng ch\u1eafc, ngo\u00e0i nh\u1eefng y\u1ebfu t\u1ed1 nh\u01b0 ch\u1ea5t l\u01b0\u1ee3ng m\u1eabu s\u1ea3n ph\u1ea9m, gi\u00e1 th\u00e0nh, k\u00eanh ph\u00e2n ph\u1ed1i v\u00e0 truy\u1ec1n th\u00f4ng online th\u00ec Doanh Nghi\u1ec7p c\u1ea7n ph\u1ea3i ch\u00fa tr\u1ecdng c\u00f4ng t\u00e1c l\u00e0m vi\u1ec7c x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u. Nh\u1edd c\u00f3 th\u01b0\u01a1ng hi\u1ec7u Doanh Nghi\u1ec7p m\u1edbi ho\u00e0n to\u00e0n c\u00f3 th\u1ec3 s\u1edf h\u1eefu t\u00e2m l\u00fd c\u1ee7a ng\u01b0\u1eddi mua. <\/span><\/p>\n

Tuy nhi\u00ean, vi\u1ec7c x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u kh\u00f4ng h\u1ec1 ch\u1ec9 tri\u1ec3n khai trong m\u1ed9t v\u00e0i n\u0103m m\u00e0 y\u00ean c\u1ea7u ph\u1ea3i x\u00e2y d\u1ef1ng trong m\u1ed9t th\u1eddi h\u1ea1n d\u00e0i. \u0110\u1ec3 c\u00f3 th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh, Doanh Nghi\u1ec7p c\u1ea7n ph\u1ea3i nh\u1eadn th\u1ee9c r\u00f5 t\u1ea7m quan tr\u1ecdng c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u v\u00e0 n\u00ean d\u00e0nh \u0111\u1ee7 ngu\u1ed3n l\u1ef1c cho ho\u1ea1t \u0111\u1ed9ng gi\u1ea3i tr\u00ed n\u00e0y. Vi\u1ec7c x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u n\u00ean \u0111\u01b0\u1ee3c th\u1ef1c thi m\u1ed9t c\u00e1ch chuy\u00ean nghi\u1ec7p, \u0111\u00fang quy tr\u00ecnh ti\u1ebfn \u0111\u1ed9 v\u00e0 gi\u1ea3i ph\u00e1p. Qu\u00e1 tr\u00ecnh ti\u1ebfn h\u00e0nh th\u01b0\u01a1ng hi\u1ec7u n\u00ean \u0111\u01b0\u1ee3c tri\u1ec3n khai m\u1ed9t c\u00e1ch \u0111\u1ed3ng \u0111i\u1ec7u v\u00e0 linh \u0111\u1ed9ng.<\/span><\/p>\n

Doanh nghi\u1ec7p kh\u00f4ng n\u00ean xem nh\u1eefng kho\u1ea3n g\u00f3p v\u1ed1n \u0111\u1ea7u t\u01b0 cho th\u01b0\u01a1ng hi\u1ec7u l\u00e0 ng\u00e2n s\u00e1ch trong th\u1eddi gian ng\u1eafn \u0111\u1ec3 mong mang l\u1ea1i hi\u1ec7u qu\u1ea3 t\u1ee9c th\u1eddi m\u00e0 c\u1ea7n xem \u0111\u00f3 l\u00e0 nh\u1eefng kho\u1ea3n g\u00f3p v\u1ed1n \u0111\u1ea7u t\u01b0 trong d\u00e0i h\u1ea1n. M\u1ed9t doanh nghi\u1ec7p m\u1ea1nh ph\u1ea3i l\u00e0 m\u1ed9t Doanh Nghi\u1ec7p chi\u1ebfm h\u1eefu nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh. M\u1ed9t v\u01b0\u01a1ng qu\u1ed1c m\u1ea1nh l\u00e0 m\u1ed9t v\u01b0\u01a1ng qu\u1ed1c c\u00f3 nhi\u1ec1u th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh .<\/span><\/p>\n

T\u00c0I LI\u1ec6U THAM KH\u1ea2O:<\/strong><\/span><\/p>\n

    \n
  1. T\u00f4n Th\u1ea5t Nguy\u1ec5n Thi\u00eam (2005), D\u1ea5u \u1ea5n th\u01b0\u01a1ng hi\u1ec7u: T\u00e0i s\u1ea3n & Gi\u00e1 tr\u1ecb, t\u1eadp 1 v\u00e0 t\u1eadp 2, NXB Tr\u1ebb.<\/span><\/li>\n
  2. Ph\u1ea1m Th\u1ecb Lan H\u01b0\u01a1ng & tgk (2014), Qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u, NXB T\u00e0i ch\u00ednh.<\/span><\/li>\n
  3. https:\/\/moj.gov.vn\/Pages\/home.aspx<\/span><\/li>\n
  4. Philip Kotler, Kenin Keller (2013), Qu\u1ea3n tr\u1ecb Marketing, NXB Lao \u0111\u1ed9ng – X\u00e3 h\u1ed9i (B\u1ea3n d\u1ecbch c\u1ee7a L\u1ea1i H\u1ed3ng V\u00e2n & tgk).<\/span><\/li>\n
  5. Piyachart Isarabhakdee (2017), Branding 4.0, NXB Lao \u0111\u1ed9ng.<\/span><\/li>\n
  6. Al Ries & Jack Trout (2004), \u0110\u1ecbnh v\u1ecb – Cu\u1ed9c chi\u1ebfn gi\u00e0nh v\u1ecb tr\u00ed trong t\u00e2m tr\u00ed kh\u00e1ch h\u00e0ng, NXB Th\u1ed1ng K\u00ea, (\u0110\u1eb7ng Xu\u00e2n Nam & tgk d\u1ecbch).<\/span><\/li>\n
  7. Patricia F. Nicolino (2009), Qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u, NXB Lao \u0111\u1ed9ng – X\u00e3 h\u1ed9i, (Nguy\u1ec5n Minh Kh\u00f4i d\u1ecbch).<\/span><\/li>\n
  8. Kevin Lane Keller (2013), Strategic Brand Mangement: Building, Measuring and Managing Brand Equity, 4th edition, Pearson, USA.<\/span><\/li>\n
  9. L\u00ea \u0110\u0103ng L\u0103ng (2014), Qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u, NXB \u0110\u1ea1i h\u1ecdc Qu\u1ed1c gia.<\/span><\/li>\n<\/ol>\n

    THE BRANDING PROCESS FOR VIETNAMESE ENTERPRISES<\/strong><\/span><\/p>\n

    Master. NGUYEN VAN TAM<\/span>
    \nFaculty of Commerce and Business Administration ,<\/span><\/p>\n

    Van Lang University<\/span><\/p>\n

    \n

    Xem th\u00eam: 5 L\u00cd DO B\u1ea0N C\u1ea6N X\u00c2Y D\u1ef0NG TH\u01af\u01a0NG HI\u1ec6U C\u00c1 NH\u00c2N TRONG TH\u1edcI \u0110\u1ea0I C\u00d4NG NGH\u1ec6 S\u1ed0 – TH\u01af\u01a0NG HI\u1ec6U TR\u1ef0C TUY\u1ebeN | ONLINE BRANDING<\/a><\/span><\/p>\n<\/div>\n

    ABSTRACTS: <\/strong><\/span><\/p>\n

    This article is to introduce the branding process to Vietnamese enterprises. The branding process includes five main steps : ( 1 ) Building a brand vision, ( 2 ) Building a brand strategy, ( 3 ) Establishing a brand identity system, ( 4 ) Planning brand promotion and ( 5 ) Assessing and measuring brand performance .<\/span><\/p>\n

    Keywords<\/strong>: Brand, branding process, Vietnamese enterprises.<\/span><\/p>\n

    Xem th\u00eam :Chi\u1ebfn L\u01b0\u1ee3c X\u00e2y D\u1ef1ng Th\u01b0\u01a1ng Hi\u1ec7u \u201cB\u1ee9t Ph\u00e1\u201d T\u1eeb Con S\u1ed1 0<\/a><\/span><\/p><\/blockquote>\n<\/div>\n

    \n

    Ngu\u1ed3n: ECP Media<\/span><\/p>\n

    Source: https:\/\/migoda.vn<\/a> <\/span>
    \nCategory:     X\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u<\/a><\/span><\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

    TCCTThS. NGUY\u1ec4N V\u0102N T\u00c2M (Khoa Kinh doanh th\u01b0\u01a1ng m\u1ea1i, Tr\u01b0\u1eddng \u0110\u1ea1i h\u1ecdc V\u0103n Lang) T\u00d3M T\u1eaeT: B\u00e0i vi\u1ebft n\u00e0y nh\u1eb1m m\u1ee5c \u0111\u00edch gi\u1edbi thi\u1ec7u quy tr\u00ecnh x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u…<\/p>\n","protected":false},"author":1,"featured_media":4278,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_mi_skip_tracking":false,"footnotes":""},"categories":[36],"tags":[37],"_links":{"self":[{"href":"https:\/\/migoda.vn\/blog\/wp-json\/wp\/v2\/posts\/1346"}],"collection":[{"href":"https:\/\/migoda.vn\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/migoda.vn\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/migoda.vn\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/migoda.vn\/blog\/wp-json\/wp\/v2\/comments?post=1346"}],"version-history":[{"count":0,"href":"https:\/\/migoda.vn\/blog\/wp-json\/wp\/v2\/posts\/1346\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/migoda.vn\/blog\/wp-json\/wp\/v2\/media\/4278"}],"wp:attachment":[{"href":"https:\/\/migoda.vn\/blog\/wp-json\/wp\/v2\/media?parent=1346"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/migoda.vn\/blog\/wp-json\/wp\/v2\/categories?post=1346"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/migoda.vn\/blog\/wp-json\/wp\/v2\/tags?post=1346"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}