{"id":19009,"date":"2025-07-05T03:41:36","date_gmt":"2025-07-05T03:41:36","guid":{"rendered":"https:\/\/client.digityze.asia\/multisite\/?p=19009"},"modified":"2026-01-02T08:03:34","modified_gmt":"2026-01-02T08:03:34","slug":"xay-dung-thuong-hieu-dich-vu-chuyen-nghiep-lo-trinh-12-buoc-toan-dien-de-tang-truong-duoc-cong-nhan","status":"publish","type":"post","link":"https:\/\/client.digityze.asia\/multisite\/vi\/blog\/xay-dung-thuong-hieu-dich-vu-chuyen-nghiep-lo-trinh-12-buoc-toan-dien-de-tang-truong-duoc-cong-nhan\/","title":{"rendered":"X\u00e2y D\u1ef1ng Th\u01b0\u01a1ng Hi\u1ec7u D\u1ecbch V\u1ee5 Chuy\u00ean Nghi\u1ec7p: L\u1ed9 Tr\u00ecnh 12 B\u01b0\u1edbc To\u00e0n Di\u1ec7n \u0110\u1ec3 T\u0103ng Tr\u01b0\u1edfng & \u0110\u01b0\u1ee3c C\u00f4ng Nh\u1eadn"},"content":{"rendered":"\n
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\"M\u00f4<\/figure>\n<\/figure>\n\n\n\n

X\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u d\u1ecbch v\u1ee5 chuy\u00ean nghi\u1ec7p<\/strong> kh\u00f4ng c\u00f2n l\u00e0 m\u1ed9t l\u1ef1a ch\u1ecdn \u201cc\u00f3 th\u00ec t\u1ed1t\u201d m\u00e0 \u0111\u00e3 tr\u1edf th\u00e0nh t\u00e0i s\u1ea3n chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ed1i v\u1edbi c\u00e1c t\u1ed5 ch\u1ee9c ho\u1ea1t \u0111\u1ed9ng trong m\u00f4i tr\u01b0\u1eddng c\u1ea1nh tranh ng\u00e0y c\u00e0ng kh\u1ed1c li\u1ec7t.
M\u1ed9t th\u01b0\u01a1ng hi\u1ec7u d\u1ecbch v\u1ee5 chuy\u00ean nghi\u1ec7p m\u1ea1nh m\u1ebd gi\u00fap doanh nghi\u1ec7p x\u00e2y d\u1ef1ng ni\u1ec1m tin, kh\u1eb3ng \u0111\u1ecbnh n\u0103ng l\u1ef1c chuy\u00ean m\u00f4n, n\u00e2ng cao kh\u1ea3 n\u0103ng hi\u1ec3n th\u1ecb v\u00e0 t\u1ea1o n\u1ec1n t\u1ea3ng cho t\u0103ng tr\u01b0\u1edfng b\u1ec1n v\u1eefng trong d\u00e0i h\u1ea1n.
B\u00e0i vi\u1ebft n\u00e0y tr\u00ecnh b\u00e0y l\u1ed9 tr\u00ecnh 12 b\u01b0\u1edbc to\u00e0n di\u1ec7n, gi\u00fap c\u00e1c t\u1ed5 ch\u1ee9c x\u00e2y d\u1ef1ng, c\u1ee7ng c\u1ed1 v\u00e0 m\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u d\u1ecbch v\u1ee5 chuy\u00ean nghi\u1ec7p m\u1ed9t c\u00e1ch c\u00f3 h\u1ec7 th\u1ed1ng \u2014 t\u1eeb vi\u1ec7c \u0111\u1ecbnh h\u00ecnh b\u1ea3n s\u1eafc c\u1ed1t l\u00f5i \u0111\u1ebfn tri\u1ec3n khai c\u00e1c c\u00f4ng c\u1ee5 ti\u1ebfp th\u1ecb hi\u1ec7n \u0111\u1ea1i.<\/p>\n\n\n\n

<\/a>I. T\u1ea7m Quan Tr\u1ecdng C\u1ee7a Th\u01b0\u01a1ng Hi\u1ec7u V\u1edbi T\u01b0 C\u00e1ch L\u00e0 T\u00e0i S\u1ea3n V\u00f4 Gi\u00e1<\/strong><\/h3>\n\n\n\n

Trong b\u1ed1i c\u1ea3nh th\u1ecb tr\u01b0\u1eddng d\u1ecbch v\u1ee5 chuy\u00ean nghi\u1ec7p \u0111ang ch\u1ee9ng ki\u1ebfn s\u1ef1 c\u1ea1nh tranh ng\u00e0y c\u00e0ng kh\u1ed1c li\u1ec7t, th\u01b0\u01a1ng hi\u1ec7u \u0111\u00e3 tr\u1edf th\u00e0nh y\u1ebfu t\u1ed1 then ch\u1ed1t quy\u1ebft \u0111\u1ecbnh s\u1ef1 t\u1ed3n t\u1ea1i v\u00e0 kh\u1ea3 n\u0103ng ph\u00e1t tri\u1ec3n c\u1ee7a m\u1ed7i doanh nghi\u1ec7p. Th\u01b0\u01a1ng hi\u1ec7u kh\u00f4ng ch\u1ec9 \u0111\u01a1n thu\u1ea7n \u0111\u01b0\u1ee3c nh\u1eadn di\u1ec7n qua m\u1ed9t bi\u1ec3u t\u01b0\u1ee3ng hay t\u00ean g\u1ecdi; n\u00f3 l\u00e0 t\u1ed5ng h\u00f2a c\u1ee7a h\u00e0nh vi, th\u00f4ng \u0111i\u1ec7p v\u00e0 c\u00e1ch t\u1ed5 ch\u1ee9c \u0111\u01b0\u1ee3c nh\u00ecn nh\u1eadn tr\u00ean th\u1ecb tr\u01b0\u1eddng.<\/p>\n\n\n\n

Th\u01b0\u01a1ng hi\u1ec7u<\/strong> \u0111\u01b0\u1ee3c \u0111\u1ecbnh ngh\u0129a l\u00e0 m\u1ed9t t\u00ean g\u1ecdi, bi\u1ec3u t\u01b0\u1ee3ng ho\u1eb7c thi\u1ebft k\u1ebf \u0111\u1ed9c \u0111\u00e1o, gi\u00fap nh\u1eadn di\u1ec7n v\u00e0 t\u1ea1o s\u1ef1 kh\u00e1c bi\u1ec7t s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 so v\u1edbi c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh. Th\u1ef1c ch\u1ea5t, th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ea1i di\u1ec7n cho h\u00ecnh \u1ea3nh t\u1ed5ng th\u1ec3 c\u1ee7a m\u1ed9t c\u00f4ng ty trong t\u00e2m tr\u00ed kh\u00e1ch h\u00e0ng. T\u1eeb \u0111\u00f3, ph\u00e1t tri\u1ec3n th\u01b0\u01a1ng hi\u1ec7u<\/strong> l\u00e0 m\u1ed9t qu\u00e1 tr\u00ecnh li\u00ean t\u1ee5c, \u0111\u00f2i h\u1ecfi n\u1ed7 l\u1ef1c c\u1ee7a \u0111\u1ed9i ng\u0169 ho\u1eb7c c\u00e1 nh\u00e2n nh\u1eb1m ki\u1ebfn t\u1ea1o v\u00e0 c\u1ee7ng c\u1ed1 b\u1ea3n s\u1eafc n\u00e0y. M\u1ee5c ti\u00eau cu\u1ed1i c\u00f9ng l\u00e0 t\u0103ng doanh s\u1ed1, t\u1ed1i \u01b0u h\u00f3a l\u1ee3i nhu\u1eadn, t\u1ea1o s\u1ef1 kh\u00e1c bi\u1ec7t r\u00f5 r\u1ec7t v\u00e0 x\u00e2y d\u1ef1ng ni\u1ec1m tin v\u1eefng ch\u1eafc t\u1eeb ph\u00eda kh\u00e1ch h\u00e0ng.<\/p>\n\n\n\n

II. Ph\u00e2n T\u00edch C\u00e1c Y\u1ebfu T\u1ed1 C\u1ed1t L\u00f5i C\u1ee7a M\u1ed9t Th\u01b0\u01a1ng Hi\u1ec7u D\u1ecbch V\u1ee5 Chuy\u00ean Nghi\u1ec7p V\u1eefng M\u1ea1nh<\/strong><\/h3>\n\n\n\n

\u0110\u1ec3 ki\u1ebfn t\u1ea1o m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u d\u1ecbch v\u1ee5 chuy\u00ean nghi\u1ec7p v\u1eefng m\u1ea1nh, vi\u1ec7c th\u1ea5u hi\u1ec3u ba y\u1ebfu t\u1ed1 c\u1ed1t l\u00f5i sau \u0111\u00e2y l\u00e0 \u0111i\u1ec1u thi\u1ebft y\u1ebfu:<\/p>\n\n\n\n

Uy T\u00edn x Kh\u1ea3 N\u0103ng Hi\u1ec3n Th\u1ecb:<\/strong> \u0110\u00e2y l\u00e0 c\u00f4ng th\u1ee9c c\u01a1 b\u1ea3n \u0111\u1ec3 \u0111\u00e1nh gi\u00e1 s\u1ee9c m\u1ea1nh c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u. M\u1ed9t ch\u01b0\u01a1ng tr\u00ecnh ti\u1ebfp th\u1ecb th\u00e0nh c\u00f4ng \u0111\u00f2i h\u1ecfi s\u1ef1 k\u1ebft h\u1ee3p \u0111\u1ed3ng b\u1ed9 gi\u1eefa uy t\u00edn (ch\u1ea5t l\u01b0\u1ee3ng d\u1ecbch v\u1ee5 \u0111\u01b0\u1ee3c c\u00f4ng nh\u1eadn) v\u00e0 kh\u1ea3 n\u0103ng hi\u1ec3n th\u1ecb (kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng c\u00f3 th\u1ec3 ti\u1ebfp c\u1eadn th\u00f4ng tin v\u1ec1 t\u1ed5 ch\u1ee9c). Thi\u1ebfu h\u1ee5t m\u1ed9t trong hai y\u1ebfu t\u1ed1 n\u00e0y c\u00f3 th\u1ec3 h\u1ea1n ch\u1ebf \u0111\u00e1ng k\u1ec3 hi\u1ec7u qu\u1ea3 t\u1ed5ng th\u1ec3.<\/p>\n\n\n\n

S\u1ef1 Ph\u00f9 H\u1ee3p V\u1edbi \u0110\u1ed1i T\u01b0\u1ee3ng Kh\u00e1ch H\u00e0ng M\u1ee5c Ti\u00eau:<\/strong> Th\u01b0\u01a1ng hi\u1ec7u c\u1ea7n thi\u1ebft l\u1eadp m\u1ed1i li\u00ean k\u1ebft s\u00e2u s\u1eafc v\u00e0 c\u00f3 \u00fd ngh\u0129a v\u1edbi nh\u00f3m kh\u00e1ch h\u00e0ng l\u00fd t\u01b0\u1edfng. S\u1ef1 ph\u00f9 h\u1ee3p n\u00e0y \u0111\u00f3ng vai tr\u00f2 quan tr\u1ecdng trong vi\u1ec7c n\u00e2ng cao s\u1ee9c h\u1ea5p d\u1eabn v\u00e0 \u0111\u1ed9 tin c\u1eady c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n\n\n\n

Gi\u00e1 Tr\u1ecb C\u1ed1t L\u00f5i v\u00e0 H\u00e0nh Vi:<\/strong> N\u1ec1n t\u1ea3ng c\u1ee7a m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh m\u1ebd b\u1eaft ngu\u1ed3n t\u1eeb n\u1ed9i t\u1ea1i t\u1ed5 ch\u1ee9c. Th\u01b0\u01a1ng hi\u1ec7u kh\u00f4ng ch\u1ec9 \u0111\u01b0\u1ee3c \u0111\u1ecbnh h\u00ecnh b\u1edfi nh\u1eefng tuy\u00ean b\u1ed1 m\u00e0 c\u00f2n b\u1edfi c\u00e1ch th\u1ee9c t\u1ed5 ch\u1ee9c v\u1eadn h\u00e0nh. C\u00e1c gi\u00e1 tr\u1ecb c\u1ed1t l\u00f5i s\u1ebd \u0111\u1ecbnh h\u01b0\u1edbng v\u0103n h\u00f3a n\u1ed9i b\u1ed9 v\u00e0 c\u00e1ch th\u1ee9c t\u01b0\u01a1ng t\u00e1c v\u1edbi m\u00f4i tr\u01b0\u1eddng b\u00ean ngo\u00e0i, t\u1eeb \u0111\u00f3 \u1ea3nh h\u01b0\u1edfng tr\u1ef1c ti\u1ebfp \u0111\u1ebfn nh\u1eadn th\u1ee9c v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n\n\n\n

III. 12 B\u01b0\u1edbc Thi\u1ebft Y\u1ebfu \u0110\u1ec3 Ph\u00e1t Tri\u1ec3n Th\u01b0\u01a1ng Hi\u1ec7u D\u1ecbch V\u1ee5 Chuy\u00ean Nghi\u1ec7p C\u1ee7a B\u1ea1n<\/strong><\/h3>\n\n\n\n

B\u01b0\u1edbc 1: \u0110i\u1ec1u Ch\u1ec9nh Chi\u1ebfn L\u01b0\u1ee3c Th\u01b0\u01a1ng Hi\u1ec7u V\u1edbi K\u1ebf Ho\u1ea1ch Kinh Doanh T\u1ed5ng Th\u1ec3<\/strong><\/h4>\n\n\n\n

Ph\u00e1t tri\u1ec3n th\u01b0\u01a1ng hi\u1ec7u kh\u00f4ng n\u00ean \u0111\u01b0\u1ee3c coi l\u00e0 m\u1ed9t ho\u1ea1t \u0111\u1ed9ng \u0111\u1ed9c l\u1eadp m\u00e0 c\u1ea7n \u0111\u01b0\u1ee3c t\u00edch h\u1ee3p ch\u1eb7t ch\u1ebd, h\u1ed7 tr\u1ee3 v\u00e0 nh\u1ea5t qu\u00e1n v\u1edbi c\u00e1c m\u1ee5c ti\u00eau t\u0103ng tr\u01b0\u1edfng c\u0169ng nh\u01b0 t\u1ea7m nh\u00ecn d\u00e0i h\u1ea1n c\u1ee7a t\u1ed5 ch\u1ee9c. \u0110i\u1ec1u n\u00e0y \u0111\u00f2i h\u1ecfi vi\u1ec7c x\u00e1c \u0111\u1ecbnh r\u00f5 r\u00e0ng ph\u1ea1m vi ho\u1ea1t \u0111\u1ed9ng, bao g\u1ed3m nh\u1eefng g\u00ec t\u1ed5 ch\u1ee9c s\u1ebd th\u1ef1c hi\u1ec7n v\u00e0 kh\u00f4ng th\u1ef1c hi\u1ec7n, c\u0169ng nh\u01b0 \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng c\u1ee5 th\u1ec3 s\u1ebd kh\u00f4ng ph\u1ee5c v\u1ee5. C\u00e1ch ti\u1ebfp c\u1eadn n\u00e0y gi\u00fap t\u1ed1i \u01b0u h\u00f3a ph\u00e2n b\u1ed5 ngu\u1ed3n l\u1ef1c v\u00e0 \u0111\u1ea3m b\u1ea3o m\u1ecdi n\u1ed7 l\u1ef1c x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ec1u h\u01b0\u1edbng t\u1edbi c\u00e1c m\u1ee5c ti\u00eau kinh doanh chung.<\/p>\n\n\n\n

Nghi\u00ean c\u1ee9u \u0111i\u1ec3n h\u00ecnh: Coca-Cola<\/strong> l\u00e0 m\u1ed9t v\u00ed d\u1ee5 \u0111i\u1ec3n h\u00ecnh v\u1ec1 vi\u1ec7c \u0111i\u1ec1u ch\u1ec9nh chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u to\u00e0n c\u1ea7u v\u1edbi m\u1ee5c ti\u00eau kinh doanh m\u1edf r\u1ed9ng th\u1ecb tr\u01b0\u1eddng. Th\u01b0\u01a1ng hi\u1ec7u n\u00e0y duy tr\u00ec m\u1ed9t th\u00f4ng \u0111i\u1ec7p c\u1ed1t l\u00f5i nh\u1ea5t qu\u00e1n tr\u00ean to\u00e0n th\u1ebf gi\u1edbi (“Happiness”, “Open Happiness”) nh\u01b0ng \u0111\u1ed3ng th\u1eddi linh ho\u1ea1t \u0111i\u1ec1u ch\u1ec9nh c\u00e1c chi\u1ebfn d\u1ecbch ti\u1ebfp th\u1ecb v\u00e0 s\u1ea3n ph\u1ea9m \u0111\u1ec3 ph\u00f9 h\u1ee3p v\u1edbi v\u0103n h\u00f3a v\u00e0 th\u1ecb hi\u1ebfu \u0111\u1ecba ph\u01b0\u01a1ng. S\u1ef1 c\u00e2n b\u1eb1ng n\u00e0y \u0111\u00e3 gi\u00fap Coca-Cola kh\u00f4ng ch\u1ec9 duy tr\u00ec v\u1ecb th\u1ebf d\u1eabn \u0111\u1ea7u m\u00e0 c\u00f2n ti\u1ebfp t\u1ee5c m\u1edf r\u1ed9ng s\u1ef1 hi\u1ec7n di\u1ec7n v\u00e0 doanh s\u1ed1 t\u1ea1i h\u01a1n 200 qu\u1ed1c gia, minh ch\u1ee9ng cho s\u1ef1 li\u00ean k\u1ebft ch\u1eb7t ch\u1ebd gi\u1eefa chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u v\u00e0 m\u1ee5c ti\u00eau kinh doanh to\u00e0n c\u1ea7u. <\/p>\n\n\n\n

(Ngu\u1ed3n: C\u00e1c b\u00e1o c\u00e1o th\u01b0\u1eddng ni\u00ean c\u1ee7a Coca-Cola v\u00e0 ph\u00e2n t\u00edch ng\u00e0nh c\u00f4ng khai.)<\/em><\/p>\n\n\n\n

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\"Qu\u1ea3ng
Th\u01b0\u01a1ng hi\u1ec7u n\u00e0y duy tr\u00ec m\u1ed9t th\u00f4ng \u0111i\u1ec7p c\u1ed1t l\u00f5i nh\u1ea5t qu\u00e1n tr\u00ean to\u00e0n th\u1ebf gi\u1edbi<\/figcaption><\/figure>\n<\/figure>\n\n\n\n

B\u01b0\u1edbc 2: \u0110\u1ea7u T\u01b0 Ngu\u1ed3n Nh\u00e2n S\u1ef1 \u0110\u1ec3 X\u00e2y D\u1ef1ng B\u1ed9 Nh\u1eadn Di\u1ec7n Th\u01b0\u01a1ng Hi\u1ec7u <\/strong><\/h4>\n\n\n\n

\u0110\u1ec3 \u0111\u1ea3m b\u1ea3o ph\u00e1t tri\u1ec3n th\u01b0\u01a1ng hi\u1ec7u to\u00e0n di\u1ec7n v\u00e0 duy tr\u00ec t\u00ednh nh\u1ea5t qu\u00e1n tr\u00ean m\u1ecdi k\u00eanh truy\u1ec1n th\u00f4ng, vi\u1ec7c th\u00e0nh l\u1eadp m\u1ed9t \u0111\u1ed9i ng\u0169 \u0111a ch\u1ee9c n\u0103ng l\u00e0 \u0111i\u1ec1u c\u1ea7n thi\u1ebft. \u0110\u1ed9i ng\u0169 n\u00e0y n\u00ean bao g\u1ed3m c\u00e1c th\u00e0nh vi\u00ean t\u1eeb nhi\u1ec1u b\u1ed9 ph\u1eadn kh\u00e1c nhau nh\u01b0 ti\u1ebfp th\u1ecb, quan h\u1ec7 c\u00f4ng ch\u00fang, ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m ho\u1eb7c nh\u1eefng ng\u01b0\u1eddi s\u00e1ng l\u1eadp. Nhi\u1ec7m v\u1ee5 ch\u00ednh l\u00e0 x\u00e2y d\u1ef1ng guideline cho th\u01b0\u01a1ng hi\u1ec7u. B\u1ed9 guideline n\u00e0y s\u1ebd quy \u0111\u1ecbnh r\u00f5 vi\u1ec7c s\u1eed d\u1ee5ng logo, b\u1ea3ng m\u00e0u, ki\u1ec3u ch\u1eef (typography) v\u00e0 c\u00e1c y\u1ebfu t\u1ed1 h\u00ecnh \u1ea3nh kh\u00e1c. Ngo\u00e0i ra, \u0111\u1ed9i ng\u0169 c\u0169ng s\u1ebd thi\u1ebft l\u1eadp l\u1ecbch bi\u00ean t\u1eadp n\u1ed9i dung nh\u1eb1m \u0111\u1ea3m b\u1ea3o t\u00ednh nh\u1ea5t qu\u00e1n trong m\u1ecdi th\u00f4ng \u0111i\u1ec7p truy\u1ec1n th\u00f4ng.<\/p>\n\n\n\n

Nghi\u00ean c\u1ee9u \u0111i\u1ec3n h\u00ecnh: HubSpot<\/strong>, m\u1ed9t c\u00f4ng ty h\u00e0ng \u0111\u1ea7u v\u1ec1 ph\u1ea7n m\u1ec1m ti\u1ebfp th\u1ecb, b\u00e1n h\u00e0ng v\u00e0 d\u1ecbch v\u1ee5 kh\u00e1ch h\u00e0ng, \u0111\u00e3 th\u00e0nh c\u00f4ng trong vi\u1ec7c c\u1ee7ng c\u1ed1 v\u0103n h\u00f3a v\u00e0 th\u01b0\u01a1ng hi\u1ec7u n\u1ed9i b\u1ed9 th\u00f4ng qua c\u00e1c s\u00e1ng ki\u1ebfn c\u00f3 s\u1ef1 tham gia c\u1ee7a nhi\u1ec1u b\u1ed9 ph\u1eadn. Vi\u1ec7c h\u1ecd th\u01b0\u1eddng xuy\u00ean thu th\u1eadp ph\u1ea3n h\u1ed3i t\u1eeb nh\u00e2n vi\u00ean v\u00e0 t\u1ed5 ch\u1ee9c c\u00e1c s\u1ef1 ki\u1ec7n nh\u01b0 “HEART Week” cho th\u1ea5y s\u1ef1 ph\u1ed1i h\u1ee3p n\u1ed9i b\u1ed9 ch\u1eb7t ch\u1ebd \u0111\u1ec3 \u0111\u1ea3m b\u1ea3o m\u1ecdi th\u00e0nh vi\u00ean \u0111\u1ec1u th\u1ea5m nhu\u1ea7n v\u00e0 th\u1ec3 hi\u1ec7n c\u00e1c gi\u00e1 tr\u1ecb c\u1ed1t l\u00f5i c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u. \u0110i\u1ec1u n\u00e0y gi\u00fap duy tr\u00ec t\u00ednh nh\u1ea5t qu\u00e1n c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u t\u1eeb b\u00ean trong ra b\u00ean ngo\u00e0i, m\u1ed9t y\u1ebfu t\u1ed1 quan tr\u1ecdng m\u00e0 b\u1ed9 ph\u1eadn th\u01b0\u01a1ng hi\u1ec7u chuy\u00ean tr\u00e1ch s\u1ebd gi\u00e1m s\u00e1t. <\/p>\n\n\n\n

(Ngu\u1ed3n: C\u00e1c b\u00e0i vi\u1ebft v\u00e0 b\u00e1o c\u00e1o v\u1ec1 v\u0103n h\u00f3a doanh nghi\u1ec7p c\u1ee7a HubSpot.)<\/em><\/p>\n\n\n\n

B\u01b0\u1edbc 3: X\u00e1c \u0110\u1ecbnh Kh\u00e1ch H\u00e0ng M\u1ee5c Ti\u00eau v\u00e0 Ph\u00e2n T\u00edch \u0110\u1ed1i Th\u1ee7 C\u1ea1nh Tranh<\/strong><\/h4>\n\n\n\n

X\u00e1c \u0111\u1ecbnh r\u00f5 r\u00e0ng \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau l\u00e0 y\u1ebfu t\u1ed1 then ch\u1ed1t gi\u00fap t\u0103ng tr\u01b0\u1edfng nhanh h\u01a1n v\u00e0 l\u1ee3i nhu\u1eadn cao h\u01a1n cho t\u1ed5 ch\u1ee9c. \u0110\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c \u0111i\u1ec1u n\u00e0y, c\u1ea7n nghi\u00ean c\u1ee9u s\u00e2u v\u1ec1 c\u00e1ch th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau c\u1ee7a b\u1ea1n t\u01b0 duy, nhu c\u1ea7u v\u00e0 k\u1ef3 v\u1ecdng c\u1ee7a h\u1ecd. \u0110\u1ed3ng th\u1eddi, ph\u00e2n t\u00edch \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh \u2013 bao g\u1ed3m th\u1ecb ph\u1ea7n, d\u1eef li\u1ec7u kh\u00e1ch h\u00e0ng v\u00e0 ph\u01b0\u01a1ng ph\u00e1p nh\u1eafm m\u1ee5c ti\u00eau c\u1ee7a h\u1ecd \u2013 s\u1ebd cung c\u1ea5p th\u00f4ng tin c\u1ea7n thi\u1ebft \u0111\u1ec3 \u0111\u1ecbnh h\u00ecnh c\u00e1ch th\u1ee9c kh\u00e1c bi\u1ec7t h\u00f3a. C\u00e1c t\u1ed5 ch\u1ee9c d\u1ecbch v\u1ee5 chuy\u00ean nghi\u1ec7p th\u01b0\u1eddng nh\u1eadn th\u1ea5y chuy\u00ean m\u00f4n h\u00f3a (t\u1eadp trung v\u00e0o m\u1ed9t ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng ho\u1eb7c d\u1ecbch v\u1ee5 c\u1ee5 th\u1ec3) c\u00f3 th\u1ec3 gi\u00fap h\u1ecd \u0111\u1ecbnh gi\u00e1 d\u1ecbch v\u1ee5 cao h\u01a1n v\u00e0 \u0111\u1ea1t hi\u1ec7u qu\u1ea3 v\u01b0\u1ee3t tr\u1ed9i.<\/p>\n\n\n\n

Nghi\u00ean c\u1ee9u \u0111i\u1ec3n h\u00ecnh: Apple<\/strong> l\u00e0 m\u1ed9t v\u00ed d\u1ee5 \u0111i\u1ec3n h\u00ecnh v\u1ec1 vi\u1ec7c x\u00e1c \u0111\u1ecbnh r\u00f5 kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau v\u00e0 ph\u00e2n t\u00edch \u0111\u1ed1i th\u1ee7 \u0111\u1ec3 t\u1ea1o ra c\u00e1ch th\u1ee9c kh\u00e1c bi\u1ec7t h\u00f3a. Apple t\u1eadp trung v\u00e0o ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng cao c\u1ea5p, nh\u1eefng ng\u01b0\u1eddi coi tr\u1ecdng thi\u1ebft k\u1ebf, tr\u1ea3i nghi\u1ec7m ng\u01b0\u1eddi d\u00f9ng v\u00e0 s\u1ef1 \u0111\u1ed5i m\u1edbi. B\u1eb1ng c\u00e1ch hi\u1ec3u r\u00f5 nhu c\u1ea7u c\u1ee7a nh\u00f3m n\u00e0y v\u00e0 ph\u00e2n t\u00edch c\u00e1ch c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh (nh\u01b0 Microsoft, Samsung) \u0111\u1ecbnh v\u1ecb s\u1ea3n ph\u1ea9m c\u1ee7a h\u1ecd, Apple \u0111\u00e3 x\u00e2y d\u1ef1ng m\u1ed9t c\u00e1ch th\u1ee9c t\u1eadp trung v\u00e0o h\u1ec7 sinh th\u00e1i s\u1ea3n ph\u1ea9m li\u1ec1n m\u1ea1ch v\u00e0 tr\u1ea3i nghi\u1ec7m ng\u01b0\u1eddi d\u00f9ng v\u01b0\u1ee3t tr\u1ed9i, gi\u00fap th\u01b0\u01a1ng hi\u1ec7u n\u1ed5i b\u1eadt v\u00e0 duy tr\u00ec l\u00f2ng trung th\u00e0nh cao t\u1eeb kh\u00e1ch h\u00e0ng. (Ngu\u1ed3n: C\u00e1c ph\u00e2n t\u00edch th\u1ecb tr\u01b0\u1eddng v\u1ec1 chi\u1ebfn l\u01b0\u1ee3c c\u1ee7a Apple v\u00e0 b\u00e1o c\u00e1o ng\u00e0nh c\u00f4ng ngh\u1ec7.)<\/em><\/p>\n\n\n\n

B\u01b0\u1edbc 4: Th\u1ef1c Hi\u1ec7n Nghi\u00ean C\u1ee9u Kh\u00e1ch H\u00e0ng M\u1ee5c Ti\u00eau M\u1ed9t C\u00e1ch Ch\u1eb7t Ch\u1ebd<\/strong><\/h4>\n\n\n\n

Nghi\u00ean c\u1ee9u c\u00f3 h\u1ec7 th\u1ed1ng v\u00e0 th\u01b0\u1eddng xuy\u00ean v\u1ec1 kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau l\u00e0 y\u1ebfu t\u1ed1 c\u1ef1c k\u1ef3 quan tr\u1ecdng, th\u00fac \u0111\u1ea9y t\u0103ng tr\u01b0\u1edfng v\u00e0 l\u1ee3i nhu\u1eadn \u0111\u00e1ng k\u1ec3. Theo t\u00e0i li\u1ec7u “Brand Development Strategy: 10 Essential Steps”, c\u00e1c t\u1ed5 ch\u1ee9c th\u01b0\u1eddng xuy\u00ean th\u1ef1c hi\u1ec7n nghi\u00ean c\u1ee9u (\u00edt nh\u1ea5t l\u00e0 h\u00e0ng qu\u00fd) c\u00f3 m\u1ee9c t\u0103ng tr\u01b0\u1edfng v\u00e0 l\u1ee3i nhu\u1eadn cao h\u01a1n \u0111\u00e1ng k\u1ec3. Ho\u1ea1t \u0111\u1ed9ng n\u00e0y mang l\u1ea1i nhi\u1ec1u l\u1ee3i \u00edch: gi\u00fap t\u1ed5 ch\u1ee9c th\u1ea5u hi\u1ec3u \u01b0u ti\u00ean c\u1ee7a kh\u00e1ch h\u00e0ng, d\u1ef1 \u0111o\u00e1n nhu c\u1ea7u, t\u1eeb \u0111\u00f3 x\u00e2y d\u1ef1ng th\u00f4ng \u0111i\u1ec7p th\u01b0\u01a1ng hi\u1ec7u thuy\u1ebft ph\u1ee5c. \u0110\u1ed3ng th\u1eddi, nghi\u00ean c\u1ee9u c\u0169ng cung c\u1ea5p c\u00e1i nh\u00ecn s\u00e2u s\u1eafc v\u1ec1 \u0111i\u1ec3m m\u1ea1nh, \u0111i\u1ec3m y\u1ebfu c\u1ee7a t\u1ed5 ch\u1ee9c v\u00e0 nh\u1eadn th\u1ee9c c\u1ee7a kh\u00e1ch h\u00e0ng v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u, gi\u1ea3m thi\u1ec3u r\u1ee7i ro trong ti\u1ebfp th\u1ecb.<\/p>\n\n\n\n

Nghi\u00ean c\u1ee9u \u0111i\u1ec3n h\u00ecnh: <\/strong>Chi\u1ebfn d\u1ecbch “Real Beauty” c\u1ee7a Dove l\u00e0 m\u1ed9t v\u00ed d\u1ee5 \u0111i\u1ec3n h\u00ecnh v\u1ec1 vi\u1ec7c nghi\u00ean c\u1ee9u kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau m\u1ed9t c\u00e1ch ch\u1eb7t ch\u1ebd \u0111\u00e3 \u0111\u1ecbnh h\u00ecnh c\u00e1ch th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u. Th\u00f4ng qua nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng s\u00e2u r\u1ed9ng, Dove nh\u1eadn th\u1ea5y r\u1eb1ng ph\u1ee5 n\u1eef tr\u00ean to\u00e0n c\u1ea7u c\u1ea3m th\u1ea5y \u00e1p l\u1ef1c t\u1eeb c\u00e1c ti\u00eau chu\u1ea9n s\u1eafc \u0111\u1eb9p kh\u00f4ng th\u1ef1c t\u1ebf trong qu\u1ea3ng c\u00e1o. D\u1ef1a tr\u00ean nh\u1eefng hi\u1ec3u bi\u1ebft n\u00e0y, Dove \u0111\u00e3 x\u00e2y d\u1ef1ng chi\u1ebfn d\u1ecbch t\u00f4n vinh v\u1ebb \u0111\u1eb9p \u0111a d\u1ea1ng v\u00e0 ch\u00e2n th\u1ef1c c\u1ee7a ph\u1ee5 n\u1eef. Chi\u1ebfn d\u1ecbch n\u00e0y kh\u00f4ng ch\u1ec9 t\u1ea1o ra k\u1ebft n\u1ed1i c\u1ea3m x\u00fac s\u00e2u s\u1eafc v\u1edbi kh\u00e1ch h\u00e0ng m\u00e0 c\u00f2n th\u00fac \u0111\u1ea9y doanh s\u1ed1 b\u00e1n h\u00e0ng v\u00e0 c\u1ee7ng c\u1ed1 v\u1ecb th\u1ebf c\u1ee7a Dove nh\u01b0 m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u quan t\u00e2m \u0111\u1ebfn gi\u00e1 tr\u1ecb th\u1ef1c s\u1ef1 c\u1ee7a ph\u1ee5 n\u1eef. (Ngu\u1ed3n: C\u00e1c b\u00e1o c\u00e1o v\u00e0 ph\u00e2n t\u00edch v\u1ec1 chi\u1ebfn d\u1ecbch “Real Beauty” c\u1ee7a Dove.)<\/em><\/p>\n\n\n\n

B\u01b0\u1edbc 5: X\u00e1c \u0110\u1ecbnh M\u1ee5c \u0110\u00edch v\u00e0 Gi\u00e1 Tr\u1ecb C\u1ed1t L\u00f5i \u0110\u1ed9c \u0110\u00e1o C\u1ee7a T\u1ed5 Ch\u1ee9c<\/strong><\/h4>\n\n\n\n

M\u1ed9t m\u1ee5c \u0111\u00edch r\u00f5 r\u00e0ng s\u1ebd \u0111\u1ecbnh h\u01b0\u1edbng l\u00fd do t\u1ed3n t\u1ea1i c\u1ee7a t\u1ed5 ch\u1ee9c v\u00e0 x\u00e1c \u0111\u1ecbnh c\u00e1c gi\u00e1 tr\u1ecb quan tr\u1ecdng nh\u1ea5t. C\u00e1c gi\u00e1 tr\u1ecb c\u1ed1t l\u00f5i, m\u1eb7t kh\u00e1c, l\u00e0 n\u1ec1n t\u1ea3ng b\u1ea3n s\u1eafc v\u00e0 \u0111\u1ecbnh h\u01b0\u1edbng m\u1ecdi h\u00e0nh \u0111\u1ed9ng, t\u1eeb k\u1ebf ho\u1ea1ch kinh doanh \u0111\u1ebfn t\u01b0\u01a1ng t\u00e1c h\u00e0ng ng\u00e0y. \u0110\u1ec3 x\u00e1c \u0111\u1ecbnh c\u00e1c y\u1ebfu t\u1ed1 n\u00e0y, t\u1ed5 ch\u1ee9c c\u1ea7n tr\u1ea3 l\u1eddi c\u00e1c c\u00e2u h\u1ecfi: “B\u1ea1n l\u00e0 ai?”, “Kh\u00e1ch h\u00e0ng mong mu\u1ed1n \u0111i\u1ec1u g\u00ec?”, v\u00e0 “B\u1ea1n s\u1ebd mang l\u1ea1i gi\u00e1 tr\u1ecb nh\u01b0 th\u1ebf n\u00e0o?”. \u0110i\u1ec1u quan tr\u1ecdng l\u00e0 \u0111\u1ea3m b\u1ea3o c\u00e1c gi\u00e1 tr\u1ecb n\u00e0y ch\u00e2n th\u1ef1c, \u0111\u01b0\u1ee3c to\u00e0n b\u1ed9 \u0111\u1ed9i ng\u0169 th\u1ea5u hi\u1ec3u v\u00e0 \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn m\u1ecdi kh\u00eda c\u1ea1nh t\u1eeb tuy\u1ec3n d\u1ee5ng, ti\u1ebfp th\u1ecb \u0111\u1ebfn giao ti\u1ebfp n\u1ed9i b\u1ed9 v\u00e0 b\u00ean ngo\u00e0i.<\/p>\n\n\n\n

Nghi\u00ean c\u1ee9u \u0111i\u1ec3n h\u00ecnh: Patagonia<\/strong>, c\u00f4ng ty qu\u1ea7n \u00e1o v\u00e0 thi\u1ebft b\u1ecb ngo\u00e0i tr\u1eddi, n\u1ed5i ti\u1ebfng v\u1edbi m\u1ee5c \u0111\u00edch v\u00e0 gi\u00e1 tr\u1ecb c\u1ed1t l\u00f5i r\u00f5 r\u00e0ng: “X\u00e2y d\u1ef1ng s\u1ea3n ph\u1ea9m t\u1ed1t nh\u1ea5t, kh\u00f4ng g\u00e2y h\u1ea1i kh\u00f4ng c\u1ea7n thi\u1ebft, s\u1eed d\u1ee5ng kinh doanh \u0111\u1ec3 truy\u1ec1n c\u1ea3m h\u1ee9ng v\u00e0 th\u1ef1c hi\u1ec7n c\u00e1c gi\u1ea3i ph\u00e1p cho cu\u1ed9c kh\u1ee7ng ho\u1ea3ng m\u00f4i tr\u01b0\u1eddng.” M\u1ee5c \u0111\u00edch n\u00e0y kh\u00f4ng ch\u1ec9 l\u00e0 m\u1ed9t tuy\u00ean b\u1ed1 ti\u1ebfp th\u1ecb m\u00e0 c\u00f2n \u0111\u1ecbnh h\u01b0\u1edbng m\u1ecdi quy\u1ebft \u0111\u1ecbnh kinh doanh c\u1ee7a h\u1ecd, t\u1eeb v\u1eadt li\u1ec7u s\u1eed d\u1ee5ng, quy tr\u00ecnh s\u1ea3n xu\u1ea5t \u0111\u1ebfn c\u00e1c ho\u1ea1t \u0111\u1ed9ng v\u1eadn \u0111\u1ed9ng ch\u00ednh tr\u1ecb. Vi\u1ec7c ki\u00ean \u0111\u1ecbnh v\u1edbi m\u1ee5c \u0111\u00edch v\u00e0 gi\u00e1 tr\u1ecb c\u1ed1t l\u00f5i \u0111\u00e3 x\u00e2y d\u1ef1ng l\u00f2ng trung th\u00e0nh m\u1ea1nh m\u1ebd t\u1eeb kh\u00e1ch h\u00e0ng v\u00e0 nh\u00e2n vi\u00ean, bi\u1ebfn Patagonia th\u00e0nh m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u c\u00f3 s\u1ee9c \u1ea3nh h\u01b0\u1edfng to\u00e0n c\u1ea7u. (Ngu\u1ed3n: Website ch\u00ednh th\u1ee9c c\u1ee7a Patagonia v\u00e0 c\u00e1c b\u00e0i ph\u00e2n t\u00edch v\u1ec1 chi\u1ebfn l\u01b0\u1ee3c b\u1ec1n v\u1eefng c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u.)<\/em><\/p>\n\n\n\n

B\u01b0\u1edbc 6: Ph\u00e1t Tri\u1ec3n N\u1ec1n T\u1ea3ng Th\u01b0\u01a1ng Hi\u1ec7u & \u0110\u1ecbnh V\u1ecb Th\u01b0\u01a1ng Hi\u1ec7u<\/strong><\/h4>\n\n\n\n

N\u1ec1n t\u1ea3ng th\u01b0\u01a1ng hi\u1ec7u bao g\u1ed3m c\u00e1c gi\u00e1 tr\u1ecb c\u1ed1t l\u00f5i v\u00e0 thu\u1ed9c t\u00ednh \u0111\u1ea1i di\u1ec7n cho th\u01b0\u01a1ng hi\u1ec7u, c\u00f3 kh\u1ea3 n\u0103ng thi\u1ebft l\u1eadp m\u1ed1i li\u00ean k\u1ebft s\u00e2u s\u1eafc v\u1edbi \u0111\u1ed1i t\u01b0\u1ee3ng m\u1ee5c ti\u00eau, v\u01b0\u1ee3t ra ngo\u00e0i l\u00fd tr\u00ed v\u00e0 ch\u1ea1m \u0111\u1ebfn c\u1ea3m x\u00fac. T\u1eeb n\u1ec1n t\u1ea3ng n\u00e0y, t\u1ed5 ch\u1ee9c s\u1ebd ph\u00e1t tri\u1ec3n \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u<\/strong> \u2013 m\u1ed9t c\u00e1ch th\u1ee9c ti\u1ebfp th\u1ecb nh\u1eb1m t\u1ea1o s\u1ef1 kh\u00e1c bi\u1ec7t cho s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5, \u0111\u1ed3ng th\u1eddi gi\u1ea3i th\u00edch r\u00f5 l\u00fd do kh\u00e1ch h\u00e0ng n\u00ean l\u1ef1a ch\u1ecdn t\u1ed5 ch\u1ee9c thay v\u00ec \u0111\u1ed1i th\u1ee7. C\u1ea7n x\u00e2y d\u1ef1ng m\u1ed9t tuy\u00ean b\u1ed1 \u0111\u1ecbnh v\u1ecb ng\u1eafn g\u1ecdn (kho\u1ea3ng 4-6 c\u00e2u) n\u1eafm b\u1eaft \u0111\u01b0\u1ee3c b\u1ea3n ch\u1ea5t th\u01b0\u01a1ng hi\u1ec7u, ph\u1ea3i ch\u00e2n th\u1ef1c v\u00e0 c\u00f3 kh\u1ea3 n\u0103ng \u0111\u1ea1t \u0111\u01b0\u1ee3c, d\u00f9 c\u00f3 th\u1ec3 bao g\u1ed3m y\u1ebfu t\u1ed1 kh\u00e1t v\u1ecdng. Vi\u1ec7c n\u00e0y gi\u00fap \u0111i\u1ec1u ch\u1ec9nh k\u1ebf ho\u1ea1ch kinh doanh, ti\u1ebfp th\u1ecb v\u00e0 th\u01b0\u01a1ng hi\u1ec7u m\u1ed9t c\u00e1ch nh\u1ea5t qu\u00e1n.<\/p>\n\n\n\n

Nghi\u00ean c\u1ee9u \u0111i\u1ec3n h\u00ecnh: Volvo<\/strong> \u0111\u00e3 \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u00ecnh m\u1ed9t c\u00e1ch nh\u1ea5t qu\u00e1n xoay quanh gi\u00e1 tr\u1ecb c\u1ed1t l\u00f5i l\u00e0 “an to\u00e0n” trong nhi\u1ec1u th\u1eadp k\u1ef7. N\u1ec1n t\u1ea3ng th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a h\u1ecd \u0111\u01b0\u1ee3c x\u00e2y d\u1ef1ng tr\u00ean s\u1ef1 \u0111\u1ed5i m\u1edbi k\u1ef9 thu\u1eadt v\u00e0 cam k\u1ebft b\u1ea3o v\u1ec7 ng\u01b0\u1eddi l\u00e1i v\u00e0 h\u00e0nh kh\u00e1ch. B\u1ea5t ch\u1ea5p s\u1ef1 c\u1ea1nh tranh gay g\u1eaft, Volvo \u0111\u00e3 th\u00e0nh c\u00f4ng trong vi\u1ec7c t\u1ea1o ra m\u1ed9t \u0111\u1ecbnh v\u1ecb \u0111\u1ed9c \u0111\u00e1o trong t\u00e2m tr\u00ed ng\u01b0\u1eddi ti\u00eau d\u00f9ng, khi\u1ebfn th\u01b0\u01a1ng hi\u1ec7u tr\u1edf th\u00e0nh c\u00e1i t\u00ean \u0111\u01b0\u1ee3c ngh\u0129 \u0111\u1ebfn \u0111\u1ea7u ti\u00ean khi nh\u1eafc \u0111\u1ebfn s\u1ef1 an to\u00e0n trong ng\u00e0nh \u00f4 t\u00f4. \u0110\u1ecbnh v\u1ecb n\u00e0y \u0111\u00e3 gi\u00fap Volvo duy tr\u00ec m\u1ed9t l\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng trung th\u00e0nh v\u00e0 m\u1edf r\u1ed9ng th\u1ecb ph\u1ea7n to\u00e0n c\u1ea7u. <\/p>\n\n\n\n

(Ngu\u1ed3n: L\u1ecbch s\u1eed th\u01b0\u01a1ng hi\u1ec7u Volvo v\u00e0 c\u00e1c b\u00e1o c\u00e1o ng\u00e0nh \u00f4 t\u00f4.)<\/em><\/p>\n\n\n\n

\n
\"Chi\u1ebfc
Volvo \u0111\u00e3 \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u00ecnh m\u1ed9t c\u00e1ch nh\u1ea5t qu\u00e1n xoay quanh gi\u00e1 tr\u1ecb c\u1ed1t l\u00f5i l\u00e0 “an to\u00e0n”<\/figcaption><\/figure>\n<\/figure>\n\n\n\n

B\u01b0\u1edbc 7: X\u00e2y D\u1ef1ng Chi\u1ebfn L\u01b0\u1ee3c Th\u00f4ng \u0110i\u1ec7p To\u00e0n Di\u1ec7n<\/strong><\/h4>\n\n\n\n

Sau khi \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c thi\u1ebft l\u1eadp r\u00f5 r\u00e0ng, b\u01b0\u1edbc ti\u1ebfp theo l\u00e0 chuy\u1ec3n h\u00f3a \u0111\u1ecbnh v\u1ecb \u0111\u00f3 th\u00e0nh th\u00f4ng \u0111i\u1ec7p ph\u00f9 h\u1ee3p cho t\u1eebng \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00e1c nhau nh\u01b0 kh\u00e1ch h\u00e0ng, nh\u00e2n vi\u00ean, \u0111\u1ed1i t\u00e1c gi\u1edbi thi\u1ec7u v\u00e0 c\u00e1c \u0111\u1ed1i t\u00e1c kh\u00e1c. D\u00f9 \u0111\u1ecbnh v\u1ecb c\u1ed1t l\u00f5i c\u1ee7a t\u1ed5 ch\u1ee9c nh\u1ea5t qu\u00e1n, th\u00f4ng \u0111i\u1ec7p c\u1ee5 th\u1ec3 s\u1ebd nh\u1ea5n m\u1ea1nh nh\u1eefng \u0111i\u1ec3m li\u00ean quan v\u00e0 gi\u1ea3i quy\u1ebft m\u1ed1i quan t\u00e2m ri\u00eang bi\u1ec7t c\u1ee7a t\u1eebng nh\u00f3m, k\u00e8m b\u1eb1ng ch\u1ee9ng h\u1ed7 tr\u1ee3. C\u00e1ch th\u1ee9c n\u00e0y c\u00f3 th\u1ec3 bao g\u1ed3m vi\u1ec7c x\u00e2y d\u1ef1ng c\u00e1c ti\u00eau \u0111\u1ec1 m\u1eabu, x\u00e1c \u0111\u1ecbnh c\u00e1c \u0111i\u1ec3m kh\u00e1c bi\u1ec7t ch\u00ednh, ph\u00e1t tri\u1ec3n l\u1eddi gi\u1edbi thi\u1ec7u ng\u1eafn g\u1ecdn (elevator pitch) v\u00e0 thi\u1ebft l\u1eadp m\u1ed9t c\u1ea5u tr\u00fac th\u00f4ng \u0111i\u1ec7p t\u1ed5ng th\u1ec3 (messaging architecture).<\/p>\n\n\n\n

Nghi\u00ean c\u1ee9u \u0111i\u1ec3n h\u00ecnh: <\/strong>Chi\u1ebfn l\u01b0\u1ee3c th\u00f4ng \u0111i\u1ec7p c\u1ee7a Nike v\u1edbi kh\u1ea9u hi\u1ec7u “Just Do It” l\u00e0 m\u1ed9t v\u00ed d\u1ee5 \u0111i\u1ec3n h\u00ecnh v\u1ec1 t\u00ednh to\u00e0n di\u1ec7n v\u00e0 kh\u1ea3 n\u0103ng th\u00edch \u1ee9ng. Kh\u1ea9u hi\u1ec7u n\u00e0y kh\u00f4ng ch\u1ec9 l\u00e0 m\u1ed9t l\u1eddi k\u00eau g\u1ecdi h\u00e0nh \u0111\u1ed9ng m\u00e0 c\u00f2n truy\u1ec1n t\u1ea3i tinh th\u1ea7n v\u01b0\u1ee3t qua gi\u1edbi h\u1ea1n c\u00e1 nh\u00e2n, ph\u00f9 h\u1ee3p v\u1edbi m\u1ecdi \u0111\u1ed1i t\u01b0\u1ee3ng t\u1eeb v\u1eadn \u0111\u1ed9ng vi\u00ean chuy\u00ean nghi\u1ec7p \u0111\u1ebfn ng\u01b0\u1eddi t\u1eadp th\u1ec3 d\u1ee5c th\u00f4ng th\u01b0\u1eddng. Nike \u0111\u00e3 th\u00e0nh c\u00f4ng trong vi\u1ec7c \u0111i\u1ec1u ch\u1ec9nh th\u00f4ng \u0111i\u1ec7p c\u1ed1t l\u00f5i n\u00e0y qua c\u00e1c chi\u1ebfn d\u1ecbch qu\u1ea3ng c\u00e1o \u0111a d\u1ea1ng, v\u1edbi s\u1ef1 tham gia c\u1ee7a nhi\u1ec1u v\u1eadn \u0111\u1ed9ng vi\u00ean v\u00e0 c\u00e1c c\u00e2u chuy\u1ec7n truy\u1ec1n c\u1ea3m h\u1ee9ng, \u0111\u1ed3ng th\u1eddi v\u1eabn duy tr\u00ec \u0111\u01b0\u1ee3c s\u1ef1 nh\u1ea5t qu\u00e1n v\u1ec1 tinh th\u1ea7n th\u01b0\u01a1ng hi\u1ec7u tr\u00ean to\u00e0n c\u1ea7u. (Ngu\u1ed3n: L\u1ecbch s\u1eed c\u00e1c chi\u1ebfn d\u1ecbch qu\u1ea3ng c\u00e1o c\u1ee7a Nike v\u00e0 ph\u00e2n t\u00edch th\u01b0\u01a1ng hi\u1ec7u.)<\/em><\/p>\n\n\n\n

B\u01b0\u1edbc 8: Thi\u1ebft K\u1ebf C\u00e1c Y\u1ebfu T\u1ed1 Nh\u1eadn Di\u1ec7n Th\u01b0\u01a1ng Hi\u1ec7u C\u1ed1t L\u00f5i<\/strong><\/h4>\n\n\n\n

C\u00e1c y\u1ebfu t\u1ed1 nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u nh\u01b0 t\u00ean, logo v\u00e0 kh\u1ea9u hi\u1ec7u l\u00e0 nh\u1eefng bi\u1ec3u hi\u1ec7n tr\u1ef1c quan v\u00e0 ng\u00f4n ng\u1eef c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u, \u0111\u00f3ng vai tr\u00f2 quan tr\u1ecdng trong vi\u1ec7c gi\u00fap th\u01b0\u01a1ng hi\u1ec7u d\u1ec5 d\u00e0ng \u0111\u01b0\u1ee3c nh\u1eadn bi\u1ebft v\u00e0 ghi nh\u1edb. M\u1eb7c d\u00f9 kh\u00f4ng ph\u1ea3i l\u00e0 to\u00e0n b\u1ed9 th\u01b0\u01a1ng hi\u1ec7u, nh\u01b0ng ch\u00fang l\u00e0 nh\u1eefng th\u00e0nh ph\u1ea7n thi\u1ebft y\u1ebfu \u0111\u1ec3 truy\u1ec1n t\u1ea3i th\u00f4ng \u0111i\u1ec7p. N\u0103m y\u1ebfu t\u1ed1 c\u01a1 b\u1ea3n c\u1ee7a nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u bao g\u1ed3m: T\u00ean Th\u01b0\u01a1ng Hi\u1ec7u, Kh\u1ea9u Hi\u1ec7u\/Slogan, Bi\u1ec3u T\u01b0\u1ee3ng (logo), M\u00e0u S\u1eafc Th\u01b0\u01a1ng Hi\u1ec7u, v\u00e0 Ph\u00f4ng Ch\u1eef Th\u01b0\u01a1ng Hi\u1ec7u<\/strong>. Vi\u1ec7c \u0111\u1ea3m b\u1ea3o r\u1eb1ng nh\u1eefng y\u1ebfu t\u1ed1 n\u00e0y \u0111\u01b0\u1ee3c thi\u1ebft k\u1ebf chuy\u00ean nghi\u1ec7p v\u00e0 c\u00f3 kh\u1ea3 n\u0103ng giao ti\u1ebfp hi\u1ec7u qu\u1ea3 v\u1edbi th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau l\u00e0 \u0111i\u1ec1u c\u1ea7n thi\u1ebft.<\/p>\n\n\n\n

Nghi\u00ean c\u1ee9u \u0111i\u1ec3n h\u00ecnh: Apple<\/strong> l\u00e0 m\u1ed9t minh ch\u1ee9ng r\u00f5 r\u00e0ng v\u1ec1 s\u1ee9c m\u1ea1nh c\u1ee7a c\u00e1c y\u1ebfu t\u1ed1 nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u c\u1ed1t l\u00f5i \u0111\u01b0\u1ee3c thi\u1ebft k\u1ebf tinh t\u1ebf. Logo qu\u1ea3 t\u00e1o c\u1eafn d\u1edf \u0111\u01a1n gi\u1ea3n, t\u00ean th\u01b0\u01a1ng hi\u1ec7u d\u1ec5 nh\u1edb v\u00e0 ph\u00f4ng ch\u1eef s\u1ea1ch s\u1ebd, hi\u1ec7n \u0111\u1ea1i \u0111\u00e3 tr\u1edf th\u00e0nh bi\u1ec3u t\u01b0\u1ee3ng to\u00e0n c\u1ea7u c\u1ee7a s\u1ef1 \u0111\u1ed5i m\u1edbi v\u00e0 thi\u1ebft k\u1ebf t\u1ed1i gi\u1ea3n. S\u1ef1 nh\u1ea5t qu\u00e1n trong vi\u1ec7c \u00e1p d\u1ee5ng c\u00e1c y\u1ebfu t\u1ed1 n\u00e0y tr\u00ean m\u1ecdi s\u1ea3n ph\u1ea9m, bao b\u00ec, c\u1eeda h\u00e0ng v\u00e0 chi\u1ebfn d\u1ecbch ti\u1ebfp th\u1ecb \u0111\u00e3 t\u1ea1o n\u00ean b\u1ea3n s\u1eafc th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh m\u1ebd v\u00e0 d\u1ec5 nh\u1eadn di\u1ec7n, g\u00f3p ph\u1ea7n v\u00e0o th\u00e0nh c\u00f4ng v\u01b0\u1ee3t tr\u1ed9i c\u1ee7a Apple tr\u00ean th\u1ecb tr\u01b0\u1eddng qu\u1ed1c t\u1ebf. (Ngu\u1ed3n: Ph\u00e2n t\u00edch thi\u1ebft k\u1ebf th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a Apple v\u00e0 c\u00e1c \u1ea5n ph\u1ea9m v\u1ec1 l\u1ecbch s\u1eed c\u00f4ng ty.)<\/em><\/p>\n\n\n\n

\n
\"Logo
Apple \u0111\u00e3 tr\u1edf th\u00e0nh bi\u1ec3u t\u01b0\u1ee3ng to\u00e0n c\u1ea7u c\u1ee7a s\u1ef1 \u0111\u1ed5i m\u1edbi v\u00e0 thi\u1ebft k\u1ebf t\u1ed1i gi\u1ea3n<\/figcaption><\/figure>\n<\/figure>\n\n\n\n

B\u01b0\u1edbc 9: X\u00e2y D\u1ef1ng Ki\u1ebfn Tr\u00fac Th\u01b0\u01a1ng Hi\u1ec7u & L\u1eadp B\u1ea3n \u0110\u1ed3 Th\u01b0\u01a1ng Hi\u1ec7u<\/strong><\/h4>\n\n\n\n

Ki\u1ebfn tr\u00fac th\u01b0\u01a1ng hi\u1ec7u<\/strong> l\u00e0 c\u00e1ch t\u1ed5 ch\u1ee9c c\u1ea5u tr\u00fac v\u00e0 tr\u00ecnh b\u00e0y c\u00e1c s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 c\u1ee7a m\u00ecnh tr\u00ean th\u1ecb tr\u01b0\u1eddng. N\u00f3 bao g\u1ed3m:<\/p>\n\n\n\n

– L\u00f5i Th\u01b0\u01a1ng hi\u1ec7u (Brand Core):<\/strong> C\u00e1c gi\u00e1 tr\u1ecb, s\u1ee9 m\u1ec7nh v\u00e0 t\u1ea7m nh\u00ecn c\u1ed1t l\u00f5i c\u1ee7a t\u1ed5 ch\u1ee9c.<\/p>\n\n\n\n

– Gia \u0111\u00ecnh Th\u01b0\u01a1ng hi\u1ec7u (Brand Family):<\/strong> C\u00e1c th\u01b0\u01a1ng hi\u1ec7u ho\u1eb7c th\u01b0\u01a1ng hi\u1ec7u con c\u00f3 li\u00ean quan, chia s\u1ebb l\u00f5i nh\u01b0ng c\u00f3 th\u1ec3 c\u00f3 nh\u1eefng \u0111\u1eb7c \u0111i\u1ec3m ho\u1eb7c \u0111\u1ed1i t\u01b0\u1ee3ng nh\u00e2n kh\u1ea9u h\u1ecdc kh\u00e1c nhau.<\/p>\n\n\n\n

– M\u1edf r\u1ed9ng Th\u01b0\u01a1ng hi\u1ec7u (Brand Extension):<\/strong> C\u00e1c s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 m\u1edbi \u0111\u01b0\u1ee3c ph\u00e1t tri\u1ec3n t\u1eeb c\u00e1c c\u00f4ng ty kh\u00e1c nh\u01b0ng nh\u1eafm \u0111\u1ebfn c\u00f9ng m\u1ed9t \u0111\u1ed1i t\u01b0\u1ee3ng m\u1ee5c ti\u00eau, t\u1eadn d\u1ee5ng s\u1ef1 c\u00f4ng nh\u1eadn s\u1eb5n c\u00f3 c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u ch\u00ednh \u0111\u1ec3 th\u00e2m nh\u1eadp v\u00e0o c\u00e1c l\u0129nh v\u1ef1c m\u1edbi.<\/p>\n\n\n\n

Song song \u0111\u00f3, l\u1eadp b\u1ea3n \u0111\u1ed3 th\u01b0\u01a1ng hi\u1ec7u<\/strong> h\u1ed7 tr\u1ee3 h\u00ecnh dung v\u00e0 ph\u00e2n t\u00edch c\u00e1c y\u1ebfu t\u1ed1 h\u00ecnh \u1ea3nh c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u c\u0169ng nh\u01b0 \u0111\u1ecbnh v\u1ecb c\u1ea1nh tranh. Ho\u1ea1t \u0111\u1ed9ng n\u00e0y bao g\u1ed3m vi\u1ec7c s\u1eafp x\u1ebfp logo theo \u0111\u1eb7c \u0111i\u1ec3m (m\u00e0u s\u1eafc, ki\u1ec3u d\u00e1ng, lo\u1ea1i) \u0111\u1ec3 hi\u1ec3u c\u00e1ch c\u00e1c th\u00e0nh ph\u1ea7n h\u00ecnh \u1ea3nh ho\u1ea1t \u0111\u1ed9ng c\u00f9ng nhau. N\u00f3 c\u0169ng gi\u00fap so s\u00e1nh c\u00e1c th\u01b0\u01a1ng hi\u1ec7u d\u1ef1a tr\u00ean gi\u00e1 tr\u1ecb \u0111\u1ec3 ph\u00e1t tri\u1ec3n \u0111\u1ecbnh v\u1ecb \u0111\u1ed9c \u0111\u00e1o c\u1ee7a t\u1ed5 ch\u1ee9c. Qu\u00e1 tr\u00ecnh n\u00e0y th\u01b0\u1eddng s\u1eed d\u1ee5ng c\u00e1c c\u00f4ng c\u1ee5 ph\u00e2n t\u00edch nh\u01b0 SWOT, PEST v\u00e0 N\u0103m l\u1ef1c l\u01b0\u1ee3ng c\u1ee7a Porter, \u0111\u1ed3ng th\u1eddi xem x\u00e9t S\u1ee9c m\u1ea1nh Th\u01b0\u01a1ng hi\u1ec7u<\/strong> (t\u00ednh c\u00e1ch v\u00e0 c\u00e1ch th\u1ec3 hi\u1ec7n) v\u00e0 H\u00ecnh \u1ea3nh Th\u01b0\u01a1ng hi\u1ec7u<\/strong> (c\u00e1ch ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u1ea3m nh\u1eadn).<\/p>\n\n\n\n

Nghi\u00ean c\u1ee9u \u0111i\u1ec3n h\u00ecnh: Unilever<\/strong> l\u00e0 m\u1ed9t v\u00ed d\u1ee5 \u0111i\u1ec3n h\u00ecnh v\u1ec1 ki\u1ebfn tr\u00fac th\u01b0\u01a1ng hi\u1ec7u ph\u1ee9c t\u1ea1p v\u00e0 th\u00e0nh c\u00f4ng. V\u1edbi m\u1ed9t danh m\u1ee5c kh\u1ed5ng l\u1ed3 c\u00e1c th\u01b0\u01a1ng hi\u1ec7u con (nh\u01b0 Dove, Knorr, Lipton, OMO), Unilever s\u1eed d\u1ee5ng m\u00f4 h\u00ecnh “House of Brands” (Ng\u00f4i nh\u00e0 c\u00e1c th\u01b0\u01a1ng hi\u1ec7u) ho\u1eb7c “Branded House” (Th\u01b0\u01a1ng hi\u1ec7u ng\u00f4i nh\u00e0) t\u00f9y theo t\u1eebng tr\u01b0\u1eddng h\u1ee3p. Ki\u1ebfn tr\u00fac n\u00e0y cho ph\u00e9p m\u1ed7i th\u01b0\u01a1ng hi\u1ec7u con c\u00f3 b\u1ea3n s\u1eafc ri\u00eang bi\u1ec7t \u0111\u1ec3 ti\u1ebfp c\u1eadn c\u00e1c ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng kh\u00e1c nhau, trong khi v\u1eabn \u0111\u01b0\u1ee3c h\u01b0\u1edfng l\u1ee3i t\u1eeb s\u1ef1 h\u1ed7 tr\u1ee3 v\u00e0 uy t\u00edn c\u1ee7a t\u1eadp \u0111o\u00e0n m\u1eb9 Unilever. Vi\u1ec7c l\u1eadp b\u1ea3n \u0111\u1ed3 th\u01b0\u01a1ng hi\u1ec7u li\u00ean t\u1ee5c gi\u00fap Unilever qu\u1ea3n l\u00fd hi\u1ec7u qu\u1ea3 c\u00e1c m\u1ed1i quan h\u1ec7 gi\u1eefa c\u00e1c th\u01b0\u01a1ng hi\u1ec7u v\u00e0 t\u1ed1i \u01b0u h\u00f3a v\u1ecb th\u1ebf c\u1ea1nh tranh tr\u00ean to\u00e0n c\u1ea7u. <\/p>\n\n\n\n

(Ngu\u1ed3n: C\u00e1c b\u00e1o c\u00e1o th\u01b0\u1eddng ni\u00ean c\u1ee7a Unilever v\u00e0 ph\u00e2n t\u00edch chi\u1ebfn l\u01b0\u1ee3c danh m\u1ee5c s\u1ea3n ph\u1ea9m.)<\/em><\/p>\n\n\n\n

\n
\"S\u01a1
Unilever l\u00e0 m\u1ed9t v\u00ed d\u1ee5 \u0111i\u1ec3n h\u00ecnh v\u1ec1 ki\u1ebfn tr\u00fac th\u01b0\u01a1ng hi\u1ec7u ph\u1ee9c t\u1ea1p v\u00e0 th\u00e0nh c\u00f4ng.<\/figcaption><\/figure>\n<\/figure>\n\n\n\n

B\u01b0\u1edbc 10: Tri\u1ec3n Khai Chi\u1ebfn L\u01b0\u1ee3c Ti\u1ebfp Th\u1ecb N\u1ed9i Dung M\u1ea1nh M\u1ebd<\/strong><\/h4>\n\n\n\n

Ti\u1ebfp th\u1ecb n\u1ed9i dung l\u00e0 m\u1ed9t c\u00e1ch th\u1ee9c \u0111\u1eb7c bi\u1ec7t ph\u00f9 h\u1ee3p cho c\u00e1c t\u1ed5 ch\u1ee9c d\u1ecbch v\u1ee5 chuy\u00ean nghi\u1ec7p, th\u1ec3 hi\u1ec7n hi\u1ec7u qu\u1ea3 cao trong vi\u1ec7c thu h\u00fat, nu\u00f4i d\u01b0\u1ee1ng v\u00e0 s\u00e0ng l\u1ecdc kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng. Thay v\u00ec qu\u1ea3ng c\u00e1o truy\u1ec1n th\u1ed1ng th\u01b0\u1eddng mang l\u1ea1i k\u1ebft qu\u1ea3 kh\u00f4ng nh\u01b0 mong \u0111\u1ee3i, ti\u1ebfp th\u1ecb n\u1ed9i dung s\u1eed d\u1ee5ng c\u00e1c t\u00e0i li\u1ec7u gi\u00e1o d\u1ee5c v\u00e0 th\u00f4ng tin h\u1eefu \u00edch \u0111\u1ec3 thu h\u00fat s\u1ef1 ch\u00fa \u00fd, x\u00e2y d\u1ef1ng ni\u1ec1m tin v\u00e0 ch\u1ee9ng minh n\u0103ng l\u1ef1c chuy\u00ean m\u00f4n. Quan tr\u1ecdng h\u01a1n, c\u00e1ch th\u1ee9c n\u00e0y \u0111\u1ed3ng th\u1eddi gia t\u0103ng c\u1ea3 kh\u1ea3 n\u0103ng hi\u1ec3n th\u1ecb<\/strong> (th\u00f4ng qua vi\u1ec7c xu\u1ea5t hi\u1ec7n tr\u00ean c\u00e1c c\u00f4ng c\u1ee5 t\u00ecm ki\u1ebfm) V\u00c0 uy t\u00edn<\/strong> (b\u1eb1ng c\u00e1ch cung c\u1ea5p gi\u00e1 tr\u1ecb th\u1ef1c s\u1ef1 cho ng\u01b0\u1eddi \u0111\u1ecdc). \u0110\u00e2y l\u00e0 c\u00e1ch th\u1ee9c t\u1ed1i \u01b0u \u0111\u1ec3 th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n tr\u1edf n\u00ean ph\u00f9 h\u1ee3p v\u00e0 c\u00f3 \u1ea3nh h\u01b0\u1edfng trong ng\u00e0nh.<\/p>\n\n\n\n

Nghi\u00ean c\u1ee9u \u0111i\u1ec3n h\u00ecnh: Deloitte Insights<\/strong> Deloitte, m\u1ed9t trong “Big Four” c\u1ee7a ng\u00e0nh d\u1ecbch v\u1ee5 chuy\u00ean nghi\u1ec7p, \u0111\u00e3 x\u00e2y d\u1ef1ng m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c ti\u1ebfp th\u1ecb n\u1ed9i dung m\u1ea1nh m\u1ebd th\u00f4ng qua n\u1ec1n t\u1ea3ng “Deloitte Insights”. N\u1ec1n t\u1ea3ng n\u00e0y cung c\u1ea5p c\u00e1c b\u00e1o c\u00e1o chuy\u00ean s\u00e2u, ph\u00e2n t\u00edch xu h\u01b0\u1edbng, b\u00e0i vi\u1ebft v\u00e0 podcast v\u1ec1 nhi\u1ec1u ch\u1ee7 \u0111\u1ec1 t\u1eeb c\u00f4ng ngh\u1ec7, kinh doanh \u0111\u1ebfn qu\u1ea3n l\u00fd. B\u1eb1ng c\u00e1ch chia s\u1ebb ki\u1ebfn th\u1ee9c chuy\u00ean m\u00f4n v\u00e0 d\u1eabn d\u1eaft c\u00e1c cu\u1ed9c th\u1ea3o lu\u1eadn quan tr\u1ecdng trong ng\u00e0nh, Deloitte kh\u00f4ng ch\u1ec9 t\u0103ng c\u01b0\u1eddng kh\u1ea3 n\u0103ng hi\u1ec3n th\u1ecb tr\u1ef1c tuy\u1ebfn m\u00e0 c\u00f2n c\u1ee7ng c\u1ed1 v\u1ecb th\u1ebf c\u1ee7a m\u00ecnh nh\u01b0 m\u1ed9t nh\u00e0 l\u00e3nh \u0111\u1ea1o t\u01b0 t\u01b0\u1edfng (thought leader) \u0111\u00e1ng tin c\u1eady. \u0110i\u1ec1u n\u00e0y tr\u1ef1c ti\u1ebfp thu h\u00fat kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng \u0111ang t\u00ecm ki\u1ebfm gi\u1ea3i ph\u00e1p v\u00e0 th\u00f4ng tin chuy\u00ean s\u00e2u. (Ngu\u1ed3n: Website Deloitte Insights v\u00e0 c\u00e1c b\u00e1o c\u00e1o ng\u00e0nh t\u01b0 v\u1ea5n.)<\/em><\/p>\n\n\n\n

B\u01b0\u1edbc 11: Ph\u00e1t Tri\u1ec3n M\u1ed9t Website Hi\u1ec7u Su\u1ea5t Cao<\/strong><\/h4>\n\n\n\n

Website c\u1ee7a t\u1ed5 ch\u1ee9c c\u00f3 th\u1ec3 xem l\u00e0 c\u00f4ng c\u1ee5 ph\u00e1t tri\u1ec3n th\u01b0\u01a1ng hi\u1ec7u quan tr\u1ecdng nh\u1ea5t. N\u00f3 \u0111\u00f3ng vai tr\u00f2 trung t\u00e2m th\u00f4ng tin ch\u00ednh, n\u01a1i m\u1ecdi \u0111\u1ed1i t\u01b0\u1ee3ng \u2013 t\u1eeb kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng \u0111\u1ebfn \u0111\u1ed1i t\u00e1c v\u00e0 nh\u00e2n vi\u00ean \u2013 t\u00ecm hi\u1ec3u v\u1ec1 t\u1ed5 ch\u1ee9c. M\u1ed9t website hi\u1ec7u su\u1ea5t cao kh\u00f4ng ch\u1ec9 k\u1ec3 c\u00e2u chuy\u1ec7n th\u01b0\u01a1ng hi\u1ec7u (nh\u01b0 m\u1ed9t trang web x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u th\u00f4ng th\u01b0\u1eddng) m\u00e0 c\u00f2n c\u00f3 kh\u1ea3 n\u0103ng t\u1ea1o ra kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng v\u00e0 x\u00e2y d\u1ef1ng t\u01b0\u01a1ng t\u00e1c. \u0110\u00e2y l\u00e0 n\u01a1i ch\u1ee9a \u0111\u1ef1ng t\u1ea5t c\u1ea3 n\u1ed9i dung gi\u00e1 tr\u1ecb c\u1ee7a t\u1ed5 ch\u1ee9c v\u00e0 l\u00e0 tr\u1ecdng t\u00e2m c\u1ee7a m\u1ecdi n\u1ed7 l\u1ef1c SEO, gi\u00fap th\u01b0\u01a1ng hi\u1ec7u d\u1ec5 d\u00e0ng \u0111\u01b0\u1ee3c t\u00ecm th\u1ea5y v\u00e0 kh\u00e1m ph\u00e1 tr\u1ef1c tuy\u1ebfn.<\/p>\n\n\n\n

Nghi\u00ean c\u1ee9u \u0111i\u1ec3n h\u00ecnh: McKinsey & Company<\/strong> Website c\u1ee7a McKinsey & Company l\u00e0 m\u1ed9t v\u00ed d\u1ee5 \u0111i\u1ec3n h\u00ecnh v\u1ec1 website hi\u1ec7u su\u1ea5t cao trong ng\u00e0nh t\u01b0 v\u1ea5n. Trang web n\u00e0y kh\u00f4ng ch\u1ec9 tr\u00ecnh b\u00e0y th\u00f4ng tin v\u1ec1 d\u1ecbch v\u1ee5 v\u00e0 \u0111\u1ed9i ng\u0169 m\u1ed9t c\u00e1ch chuy\u00ean nghi\u1ec7p m\u00e0 c\u00f2n l\u00e0 kho t\u00e0ng kh\u1ed5ng l\u1ed3 c\u00e1c b\u00e0i vi\u1ebft, b\u00e1o c\u00e1o, nghi\u00ean c\u1ee9u v\u00e0 podcast t\u1eeb McKinsey Global Institute. Website \u0111\u01b0\u1ee3c thi\u1ebft k\u1ebf \u0111\u1ec3 d\u1ec5 d\u00e0ng \u0111i\u1ec1u h\u01b0\u1edbng, cung c\u1ea5p n\u1ed9i dung gi\u00e1 tr\u1ecb cao v\u00e0 t\u1ed1i \u01b0u h\u00f3a cho c\u00f4ng c\u1ee5 t\u00ecm ki\u1ebfm. \u0110i\u1ec1u n\u00e0y gi\u00fap McKinsey thu h\u00fat m\u1ed9t l\u01b0\u1ee3ng l\u1edbn kh\u00e1ch truy c\u1eadp, c\u1ee7ng c\u1ed1 h\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u nh\u01b0 m\u1ed9t t\u1ed5 ch\u1ee9c t\u01b0 v\u1ea5n h\u00e0ng \u0111\u1ea7u th\u1ebf gi\u1edbi v\u00e0 t\u1ea1o ra c\u00e1c c\u01a1 h\u1ed9i kinh doanh m\u1edbi th\u00f4ng qua n\u1ed9i dung ch\u1ea5t l\u01b0\u1ee3ng cao. (Ngu\u1ed3n: Website ch\u00ednh th\u1ee9c c\u1ee7a McKinsey & Company v\u00e0 c\u00e1c ph\u00e2n t\u00edch v\u1ec1 chi\u1ebfn l\u01b0\u1ee3c n\u1ed9i dung.)<\/em><\/p>\n\n\n\n

B\u01b0\u1edbc 12: X\u00e2y D\u1ef1ng B\u1ed9 C\u00f4ng C\u1ee5 Ti\u1ebfp Th\u1ecb & Tri\u1ec3n Khai, Theo D\u00f5i, \u0110i\u1ec1u Ch\u1ec9nh<\/strong><\/h4>\n\n\n\n

M\u1ed9t b\u1ed9 c\u00f4ng c\u1ee5 ti\u1ebfp th\u1ecb to\u00e0n di\u1ec7n s\u1ebd h\u1ed7 tr\u1ee3 th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a t\u1ed5 ch\u1ee9c tr\u00ean nhi\u1ec1u k\u00eanh kh\u00e1c nhau. B\u1ed9 c\u00f4ng c\u1ee5 n\u00e0y c\u00f3 th\u1ec3 bao g\u1ed3m c\u00e1c t\u1edd b\u00e1n h\u00e0ng m\u1ed9t trang (one-page sales sheets), b\u00e0i thuy\u1ebft tr\u00ecnh (pitch decks), t\u00e0i li\u1ec7u qu\u1ea3ng c\u00e1o (brochures) v\u00e0 ng\u00e0y c\u00e0ng nhi\u1ec1u video (t\u1ed5ng quan v\u1ec1 t\u1ed5 ch\u1ee9c, nghi\u00ean c\u1ee9u \u0111i\u1ec3n h\u00ecnh, video “g\u1eb7p g\u1ee1 \u0111\u1ed1i t\u00e1c”). Tuy nhi\u00ean, m\u1ed9t c\u00e1ch th\u1ee9c d\u00f9 \u0111\u01b0\u1ee3c x\u00e2y d\u1ef1ng t\u1ed1t \u0111\u1ebfn m\u1ea5y c\u0169ng s\u1ebd kh\u00f4ng hi\u1ec7u qu\u1ea3 n\u1ebfu kh\u00f4ng \u0111\u01b0\u1ee3c tri\u1ec3n khai th\u1ef1c t\u1ebf v\u00e0 li\u00ean t\u1ee5c t\u1ed1i \u01b0u h\u00f3a. Do \u0111\u00f3, vi\u1ec7c theo d\u00f5i ch\u1eb7t ch\u1ebd qu\u00e1 tr\u00ecnh tri\u1ec3n khai v\u00e0 c\u00e1c s\u1ed1 li\u1ec7u kh\u00e1ch quan nh\u01b0 l\u01b0u l\u01b0\u1ee3ng t\u00ecm ki\u1ebfm, kh\u00e1ch truy c\u1eadp web, kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng v\u00e0 s\u1ed1 l\u01b0\u1ee3ng \u0111\u01a1n \u0111\u0103ng k\u00fd l\u00e0 c\u1ef1c k\u1ef3 quan tr\u1ecdng. Ho\u1ea1t \u0111\u1ed9ng n\u00e0y gi\u00fap t\u1ed5 ch\u1ee9c r\u00fat ra k\u1ebft lu\u1eadn ch\u00ednh x\u00e1c v\u00e0 th\u1ef1c hi\u1ec7n \u0111i\u1ec1u ch\u1ec9nh c\u1ea7n thi\u1ebft \u0111\u1ec3 \u0111\u1ea1t hi\u1ec7u qu\u1ea3 t\u1ed1i \u0111a.<\/p>\n\n\n\n

Nghi\u00ean c\u1ee9u \u0111i\u1ec3n h\u00ecnh: IBM<\/strong> l\u00e0 m\u1ed9t t\u1eadp \u0111o\u00e0n c\u00f4ng ngh\u1ec7 v\u00e0 t\u01b0 v\u1ea5n to\u00e0n c\u1ea7u, s\u1eed d\u1ee5ng m\u1ed9t b\u1ed9 c\u00f4ng c\u1ee5 ti\u1ebfp th\u1ecb \u0111a d\u1ea1ng v\u00e0 m\u1ed9t quy tr\u00ecnh tri\u1ec3n khai, theo d\u00f5i, \u0111i\u1ec1u ch\u1ec9nh nghi\u00eam ng\u1eb7t. T\u1eeb c\u00e1c t\u00e0i li\u1ec7u b\u00e1n h\u00e0ng chuy\u00ean bi\u1ec7t cho t\u1eebng ng\u00e0nh, c\u00e1c b\u00e0i thuy\u1ebft tr\u00ecnh c\u00f4ng ngh\u1ec7 ti\u00ean ti\u1ebfn, \u0111\u1ebfn vi\u1ec7c s\u1eed d\u1ee5ng r\u1ed9ng r\u00e3i video gi\u1ea3i th\u00edch c\u00e1c gi\u1ea3i ph\u00e1p ph\u1ee9c t\u1ea1p, IBM \u0111\u1ea3m b\u1ea3o th\u00f4ng \u0111i\u1ec7p th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c truy\u1ec1n t\u1ea3i hi\u1ec7u qu\u1ea3. H\u01a1n n\u1eefa, IBM n\u1ed5i ti\u1ebfng v\u1edbi vi\u1ec7c theo d\u00f5i ch\u1eb7t ch\u1ebd hi\u1ec7u su\u1ea5t c\u1ee7a c\u00e1c chi\u1ebfn d\u1ecbch ti\u1ebfp th\u1ecb v\u00e0 \u0111i\u1ec1u ch\u1ec9nh chi\u1ebfn l\u01b0\u1ee3c d\u1ef1a tr\u00ean d\u1eef li\u1ec7u ph\u00e2n t\u00edch, t\u1eeb \u0111\u00f3 t\u1ed1i \u01b0u h\u00f3a chi ph\u00ed v\u00e0 n\u00e2ng cao hi\u1ec7u qu\u1ea3 th\u01b0\u01a1ng hi\u1ec7u trong c\u00e1c th\u1ecb tr\u01b0\u1eddng kh\u00e1c nhau tr\u00ean th\u1ebf gi\u1edbi. (Ngu\u1ed3n: C\u00e1c b\u00e1o c\u00e1o t\u00e0i ch\u00ednh c\u1ee7a IBM v\u00e0 ph\u00e2n t\u00edch chi\u1ebfn l\u01b0\u1ee3c ti\u1ebfp th\u1ecb.)<\/em><\/p>\n\n\n\n

V. K\u1ebft Lu\u1eadn<\/strong><\/h3>\n\n\n\n

Ph\u00e1t tri\u1ec3n th\u01b0\u01a1ng hi\u1ec7u<\/strong> cho c\u00e1c t\u1ed5 ch\u1ee9c d\u1ecbch v\u1ee5 chuy\u00ean nghi\u1ec7p l\u00e0 m\u1ed9t qu\u00e1 tr\u00ecnh ph\u1ee9c t\u1ea1p nh\u01b0ng thi\u1ebft y\u1ebfu. N\u00f3 kh\u00f4ng ch\u1ec9 \u0111\u01a1n thu\u1ea7n l\u00e0 vi\u1ec7c t\u1ea1o ra m\u1ed9t h\u00ecnh \u1ea3nh h\u1ea5p d\u1eabn m\u00e0 c\u00f2n l\u00e0 x\u00e2y d\u1ef1ng m\u1ed9t b\u1ea3n s\u1eafc m\u1ea1nh m\u1ebd, \u0111\u00e1ng tin c\u1eady, gi\u00fap t\u1ed5 ch\u1ee9c n\u1ed5i b\u1eadt trong th\u1ecb tr\u01b0\u1eddng \u0111\u00f4ng \u0111\u00fac.<\/p>\n\n\n\n

M\u1ed9t th\u01b0\u01a1ng hi\u1ec7u d\u1ecbch v\u1ee5 chuy\u00ean nghi\u1ec7p<\/strong> v\u1eefng m\u1ea1nh s\u1ebd t\u1ea1o s\u1ef1 kh\u00e1c bi\u1ec7t r\u00f5 r\u1ec7t, t\u0103ng c\u01b0\u1eddng kh\u1ea3 n\u0103ng hi\u1ec3n th\u1ecb<\/strong>, x\u00e2y d\u1ef1ng ni\u1ec1m tin v\u1eefng ch\u1eafc t\u1eeb kh\u00e1ch h\u00e0ng v\u00e0 \u0111\u1ea3m b\u1ea3o t\u0103ng tr\u01b0\u1edfng b\u1ec1n v\u1eefng<\/strong> cho t\u1ed5 ch\u1ee9c. Do \u0111\u00f3, vi\u1ec7c \u0111\u00e1nh gi\u00e1 l\u1ea1i s\u1ee9c m\u1ea1nh th\u01b0\u01a1ng hi\u1ec7u hi\u1ec7n t\u1ea1i v\u00e0 b\u1eaft \u0111\u1ea7u tri\u1ec3n khai l\u1ed9 tr\u00ecnh 12 b\u01b0\u1edbc<\/strong> \u0111\u00e3 tr\u00ecnh b\u00e0y l\u00e0 \u0111i\u1ec1u c\u1ea7n thi\u1ebft. \u0110\u1ea7u t\u01b0 v\u00e0o th\u01b0\u01a1ng hi\u1ec7u ch\u00ednh l\u00e0 \u0111\u1ea7u t\u01b0 v\u00e0o t\u01b0\u01a1ng lai v\u00e0 th\u00e0nh c\u00f4ng l\u00e2u d\u00e0i c\u1ee7a t\u1ed5 ch\u1ee9c.V\u1edbi n\u0103ng l\u1ef1c chuy\u00ean m\u00f4n s\u00e2u r\u1ed9ng trong l\u0129nh v\u1ef1c ti\u1ebfp th\u1ecb s\u1ed1 v\u00e0 gi\u1ea3i ph\u00e1p c\u00f4ng ngh\u1ec7 (Martech), Reputyze Asia<\/strong> cam k\u1ebft \u0111\u1ed3ng h\u00e0nh c\u00f9ng c\u00e1c t\u1ed5 ch\u1ee9c trong h\u00e0nh tr\u00ecnh n\u00e0y. Reputyze Asia<\/strong> cung c\u1ea5p gi\u1ea3i ph\u00e1p to\u00e0n di\u1ec7n (All-in-one), \u1ee9ng d\u1ee5ng c\u00f4ng ngh\u1ec7 AI<\/strong> ti\u00ean ti\u1ebfn v\u00e0 t\u00edch h\u1ee3p truy\u1ec1n th\u00f4ng \u0111a k\u00eanh t\u1eeb ho\u1ea1ch \u0111\u1ecbnh \u0111\u1ebfn th\u1ef1c thi, k\u1ebft h\u1ee3p c\u00f4ng ngh\u1ec7 v\u00e0 s\u00e1ng t\u1ea1o, mang l\u1ea1i hi\u1ec7u qu\u1ea3  v\u1edbi tinh th\u1ea7n t\u1eadn t\u00e2m v\u00e0 chi ph\u00ed h\u1ee3p l\u00fd.<\/p>\n\n\n\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

X\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u d\u1ecbch v\u1ee5 chuy\u00ean nghi\u1ec7p kh\u00f4ng c\u00f2n l\u00e0 m\u1ed9t l\u1ef1a ch\u1ecdn \u201cc\u00f3 th\u00ec t\u1ed1t\u201d m\u00e0 \u0111\u00e3 tr\u1edf th\u00e0nh t\u00e0i s\u1ea3n chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ed1i v\u1edbi c\u00e1c t\u1ed5 ch\u1ee9c ho\u1ea1t \u0111\u1ed9ng trong m\u00f4i tr\u01b0\u1eddng c\u1ea1nh tranh ng\u00e0y c\u00e0ng kh\u1ed1c li\u1ec7t.M\u1ed9t th\u01b0\u01a1ng hi\u1ec7u d\u1ecbch v\u1ee5 chuy\u00ean nghi\u1ec7p m\u1ea1nh m\u1ebd gi\u00fap doanh nghi\u1ec7p x\u00e2y d\u1ef1ng ni\u1ec1m […]<\/p>\n","protected":false},"author":1,"featured_media":18250,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[379,299],"tags":[],"class_list":["post-19009","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brand-reputation-strategy-vi","category-strategic-consulting-vi"],"acf":[],"yoast_head":"\n12 B\u01b0\u1edbc X\u00e2y D\u1ef1ng Th\u01b0\u01a1ng Hi\u1ec7u D\u1ecbch V\u1ee5 Chuy\u00ean Nghi\u1ec7p<\/title>\n<meta name=\"description\" content=\"L\u1ed9 tr\u00ecnh 12 b\u01b0\u1edbc x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u d\u1ecbch v\u1ee5 chuy\u00ean nghi\u1ec7p nh\u1eb1m t\u0103ng uy t\u00edn, kh\u1ea3 n\u0103ng hi\u1ec3n th\u1ecb v\u00e0 kh\u00e1c bi\u1ec7t h\u00f3a.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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