{"id":1391,"date":"2011-04-03T16:57:15","date_gmt":"2011-04-03T16:57:15","guid":{"rendered":"https:\/\/www.saokim.com.vn\/blog\/?p=1391"},"modified":"2021-04-21T16:48:24","modified_gmt":"2021-04-21T16:48:24","slug":"vai-tro-cua-thuong-hieu-trong-kinh-doanh","status":"publish","type":"post","link":"https:\/\/www.saokim.com.vn\/blog\/xay-dung-thuong-hieu\/vai-tro-cua-thuong-hieu-trong-kinh-doanh\/","title":{"rendered":"Vai tr\u00f2 c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u trong kinh doanh"},"content":{"rendered":"

Ng\u00e0y nay ch\u00fang ta nghe n\u00f3i \u0111\u1ebfn th\u01b0\u01a1ng hi\u1ec7u v\u00e0 vi\u1ec7c x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u<\/a> <\/strong><\/span>nhi\u1ec1u \u0111\u1ebfn m\u1ee9c n\u00f3 tr\u1edf th\u00e0nh ng\u00f4n ng\u1eef th\u1eddi th\u01b0\u1ee3ng nh\u1ea5t trong kinh doanh. Tuy nhi\u00ean, hi\u1ec3u \u0111\u01b0\u1ee3c th\u1ef1c ch\u1ea5t th\u01b0\u01a1ng hi\u1ec7u c\u00f3 vai tr\u00f2 nh\u01b0 th\u1ebf n\u00e0o \u0111\u1ed1i v\u1edbi kinh doanh, t\u00f4i tin r\u1eb1ng tr\u00ean th\u1ef1c t\u1ebf kh\u00f4ng c\u00f3 m\u1ea5y ng\u01b0\u1eddi. \u0110\u1ec3 di\u1ec5n \u0111\u1ea1t m\u1ed9t c\u00e1ch d\u1ec5 hi\u1ec3u vai tr\u00f2 c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u, t\u00f4i tr\u00edch d\u1eabn m\u1ed9t \u0111o\u1ea1n trong t\u00e0i li\u1ec7u n\u00f3i v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u kh\u00e1 th\u1ef1c ti\u1ec5n.<\/span><\/p>\n

\n

Vai tr\u00f2 c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u<\/strong><\/span><\/h2>\n

Th\u1ee9 nh\u1ea5t, x\u00e2y d\u1ef1ng m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh mang \u0111\u1ebfn cho doanh nghi\u1ec7p l\u1ee3i th\u1ebf r\u1ea5t to l\u1edbn<\/strong>, kh\u00f4ng ch\u1ec9 v\u00ec n\u00f3 t\u1ea1o ra h\u00ecnh \u1ea3nh c\u1ee7a s\u1ea3n ph\u1ea9m v\u00e0 doanh nghi\u1ec7p m\u00e0 c\u00f2n c\u00f3 \u00fd ngh\u0129a quan tr\u1ecdng trong vi\u1ec7c t\u1ea1o uy t\u00edn cho s\u1ea3n ph\u1ea9m, th\u00fac \u0111\u1ea9y vi\u1ec7c ti\u00eau th\u1ee5 h\u00e0ng ho\u00e1 v\u00e0 l\u00e0 v\u0169 kh\u00ed s\u1eafc b\u00e9n trong c\u1ea1nh tranh.<\/span><\/p>\n

Th\u1ee9 hai, v\u1edbi m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh, ng\u01b0\u1eddi ti\u00eau d\u00f9ng s\u1ebd c\u00f3 ni\u1ec1m tin v\u1edbi s\u1ea3n ph\u1ea9m c\u1ee7a doanh nghi\u1ec7p<\/strong>, s\u1ebd y\u00ean t\u00e2m v\u00e0 t\u1ef1 h\u00e0o khi s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m, trung th\u00e0nh v\u1edbi s\u1ea3n ph\u1ea9m v\u00e0 v\u00ec v\u1eady t\u00ednh \u1ed5n \u0111\u1ecbnh v\u1ec1 l\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng hi\u1ec7n t\u1ea1i l\u00e0 r\u1ea5t cao. H\u01a1n n\u1eefa, th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh c\u0169ng c\u00f3 s\u1ee9c h\u00fat r\u1ea5t l\u1edbn v\u1edbi th\u1ecb tr\u01b0\u1eddng m\u1edbi, t\u1ea1o thu\u1eadn l\u1ee3i cho doanh nghi\u1ec7p trong vi\u1ec7c m\u1edf r\u1ed9ng th\u1ecb tr\u01b0\u1eddng v\u00e0 thu h\u00fat kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng, th\u1eadm ch\u00ed c\u00f2n thu h\u00fat c\u1ea3 kh\u00e1ch h\u00e0ng c\u1ee7a c\u00e1c doanh nghi\u1ec7p l\u00e0 \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh. \u0110i\u1ec1u n\u00e0y \u0111\u1eb7c bi\u1ec7t c\u00f3 l\u1ee3i cho c\u00e1c doanh nghi\u1ec7p nh\u1ecf v\u00e0 v\u1eeba, th\u01b0\u01a1ng hi\u1ec7u gi\u00fap c\u00e1c doanh nghi\u1ec7p n\u00e0y gi\u1ea3i \u0111\u01b0\u1ee3c b\u00e0i to\u00e1n h\u00f3c b\u00faa v\u1ec1 th\u00e2m nh\u1eadp, chi\u1ebfm l\u0129nh v\u00e0 m\u1edf r\u1ed9ng th\u1ecb tr\u01b0\u1eddng.<\/span><\/p>\n

Th\u1ee9 ba, v\u1edbi m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh, doanh nghi\u1ec7p s\u1ebd c\u00f3 \u0111\u01b0\u1ee3c th\u1ebf \u0111\u1ee9ng v\u1eefng ch\u1eafc trong c\u00e1c cu\u1ed9c c\u1ea1nh tranh kh\u1ed1c li\u1ec7t c\u1ee7a th\u1ecb tr\u01b0\u1eddng v\u1ec1 gi\u00e1, ph\u00e2n ph\u1ed1i s\u1ea3n ph\u1ea9m, thu h\u00fat v\u1ed1n \u0111\u1ea7u t\u01b0, thu h\u00fat nh\u00e2n t\u00e0i… <\/strong>M\u1ed9t trong nh\u1eefng kh\u00f3 kh\u0103n hi\u1ec7n nay c\u1ee7a c\u00e1c doanh nghi\u1ec7p nh\u1ecf v\u00e0 v\u1eeba l\u00e0 v\u1ed1n th\u00ec th\u01b0\u01a1ng hi\u1ec7u ch\u00ednh l\u00e0 m\u1ed9t c\u1ee9u c\u00e1nh c\u1ee7a h\u1ecd trong vi\u1ec7c thu h\u00fat \u0111\u1ea7u t\u01b0 t\u1eeb b\u00ean ngo\u00e0i. \u0110i\u1ec1u n\u00e0y c\u0169ng d\u1ec5 hi\u1ec3u, b\u1edfi l\u1ebd r\u1ea5t \u00edt nh\u00e0 \u0111\u1ea7u t\u01b0 d\u00e1m li\u1ec1u l\u0129nh v\u00e0 m\u1ea1o hi\u1ec3m v\u1edbi \u0111\u1ed3ng v\u1ed1n c\u1ee7a m\u00ecnh khi quy\u1ebft \u0111\u1ecbnh \u0111\u1ea7u t\u01b0 v\u00e0o m\u1ed9t doanh nghi\u1ec7p ch\u01b0a c\u00f3 th\u01b0\u01a1ng hi\u1ec7u. V\u00ec r\u00f5 r\u00e0ng l\u00e0 vi\u1ec7c \u0111\u1ea7u t\u01b0 v\u00e0o m\u1ed9t doanh nghi\u1ec7p ch\u01b0a c\u00f3 t\u00ean tu\u1ed5i, ch\u1ed7 \u0111\u1ee9ng tr\u00ean th\u1ecb tr\u01b0\u1eddng s\u1ebd c\u00f3 x\u00e1c su\u1ea5t r\u1ee7i ro r\u1ea5t cao.<\/span>
\nNgo\u00e0i ra, nh\u00e3n hi\u1ec7u th\u01b0\u01a1ng m\u1ea1i c\u1ee7a doanh nghi\u1ec7p khi \u0111\u00e3 th\u1ef1c hi\u1ec7n \u0111\u0103ng k\u00fd s\u1ebd \u0111\u01b0\u1ee3c \u0111\u1eb7t d\u01b0\u1edbi s\u1ef1 b\u1ea3o h\u1ed9 c\u1ee7a ph\u00e1p lu\u1eadt ch\u1ed1ng l\u1ea1i nh\u1eefng tranh ch\u1ea5p th\u01b0\u01a1ng m\u1ea1i do c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh l\u00e0m h\u00e0ng \u201cnh\u00e1i\u201d, h\u00e0ng gi\u1ea3.<\/span><\/p>\n

Th\u1ee9 t\u01b0, tr\u01b0\u1edbc nhu c\u1ea7u \u0111\u1eddi s\u1ed1ng v\u00e0 m\u1ee9c thu nh\u1eadp ng\u00e0y c\u00e0ng cao, nh\u1eadn th\u1ee9c v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng Vi\u1ec7t Nam \u0111\u00e3 cao h\u01a1n nhi\u1ec1u so v\u1edbi tr\u01b0\u1edbc \u0111\u00e2y. Th\u01b0\u01a1ng hi\u1ec7u ch\u00ednh l\u00e0 y\u1ebfu t\u1ed1 ch\u1ee7 y\u1ebfu quy\u1ebft \u0111\u1ecbnh khi h\u1ecd l\u1ef1a ch\u1ecdn mua s\u1eafm<\/strong>, b\u1edfi th\u01b0\u01a1ng hi\u1ec7u t\u1ea1o cho h\u1ecd s\u1ef1 an t\u00e2m v\u1ec1 th\u00f4ng tin xu\u1ea5t x\u1ee9, tin t\u01b0\u1edfng v\u00e0o ch\u1ea5t l\u01b0\u1ee3ng s\u1ea3n ph\u1ea9m, ti\u1ebft ki\u1ec7m th\u1eddi gian t\u00ecm ki\u1ebfm th\u00f4ng tin, gi\u1ea3m r\u1ee7i ro. V\u00ec v\u1eady, n\u1ebfu mu\u1ed1n chi\u1ebfm l\u0129nh th\u1ecb tr\u01b0\u1eddng v\u00e0 ph\u00e1t tri\u1ec3n s\u1ea3n xu\u1ea5t- kinh doanh, doanh nghi\u1ec7p c\u1ea7n \u0111\u1ea7u t\u01b0 b\u00e0i b\u1ea3n cho vi\u1ec7c x\u00e2y d\u1ef1ng v\u00e0 ph\u00e1t tri\u1ec3n th\u01b0\u01a1ng hi\u1ec7u.<\/span><\/p>\n

Th\u1ee9 n\u0103m, m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh c\u00f3 th\u1ec3 l\u00e0m t\u0103ng l\u1ee3i nhu\u1eadn v\u00e0 l\u00e3i c\u1ed5 ph\u1ea7n<\/strong>. Xem x\u00e9t b\u1ea5t k\u1ef3 m\u1ed9t nh\u00e3n hi\u1ec7u n\u00e0o trong s\u1ed1 nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u h\u00e0ng \u0111\u1ea7u th\u1ebf gi\u1edbi nh\u01b0 – Coca-Cola, BMW, American Express, Adidas, ch\u00fang ta c\u00f3 th\u1ec3 th\u1ea5y h\u1ecd \u0111\u1ec1u r\u1ea5t coi tr\u1ecdng th\u01b0\u01a1ng hi\u1ec7u. T\u1ea5t c\u1ea3 nh\u1eefng c\u00f4ng ty l\u1edbn n\u00e0y \u0111\u1ec1u coi th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a h\u1ecd c\u00f3 \u00fd ngh\u0129a nhi\u1ec1u h\u01a1n l\u00e0 m\u1ed9t c\u00f4ng c\u1ee5 b\u00e1n h\u00e0ng. H\u1ecd coi \u0111\u00f3 l\u00e0 m\u1ed9t c\u00f4ng c\u1ee5 qu\u1ea3n l\u00fd c\u00f3 th\u1ec3 t\u1ea1o ra gi\u00e1 tr\u1ecb trong kinh doanh.<\/span><\/p>\n

Th\u1ee9 s\u00e1u, th\u01b0\u01a1ng hi\u1ec7u kh\u00f4ng ch\u1ec9 l\u00e0 t\u00e0i s\u1ea3n c\u1ee7a doanh nghi\u1ec7p m\u00e0 c\u00f2n l\u00e0 t\u00e0i s\u1ea3n qu\u1ed1c gia<\/strong>, khi th\u00e2m nh\u1eadp th\u1ecb tr\u01b0\u1eddng qu\u1ed1c t\u1ebf th\u01b0\u01a1ng hi\u1ec7u h\u00e0ng h\u00f3a th\u01b0\u1eddng g\u1eafn v\u1edbi h\u00ecnh \u1ea3nh qu\u1ed1c gia th\u00f4ng qua nh\u00e3n hi\u1ec7u, ch\u1ec9 d\u1eabn \u0111\u1ecba l\u00fd, \u0111\u1eb7c t\u00ednh c\u1ee7a s\u1ea3n ph\u1ea9m. M\u1ed9t qu\u1ed1c gia c\u00e0ng c\u00f3 nhi\u1ec1u th\u01b0\u01a1ng hi\u1ec7u n\u1ed5i ti\u1ebfng th\u00ec kh\u1ea3 n\u0103ng c\u1ea1nh tranh c\u1ee7a n\u1ec1n kinh t\u1ebf c\u00e0ng cao, v\u1ecb th\u1ebf qu\u1ed1c gia \u0111\u00f3 c\u00e0ng \u0111\u01b0\u1ee3c c\u1ee7ng c\u1ed1 tr\u00ean tr\u01b0\u1eddng qu\u1ed1c t\u1ebf t\u1ea1o \u0111i\u1ec1u ki\u1ec7n cho vi\u1ec7c ph\u00e1t tri\u1ec3n v\u0103n ho\u00e1-x\u00e3 h\u1ed9i, h\u1ee3p t\u00e1c giao l\u01b0u qu\u1ed1c t\u1ebf v\u00e0 h\u1ed9i nh\u1eadp kinh t\u1ebf th\u1ebf gi\u1edbi. Ch\u1eb3ng h\u1ea1n, khi n\u00f3i \u0111\u1ebfn Sony, Toyota, Toshiba,\u2026 kh\u00f4ng ai kh\u00f4ng bi\u1ebft \u0111\u00e2y l\u00e0 nh\u1eefng s\u1ea3n ph\u1ea9m n\u1ed5i ti\u1ebfng c\u1ee7a Nh\u1eadt, m\u1eb7c d\u00f9 ng\u00e0y nay n\u00f3 \u0111\u01b0\u1ee3c s\u1ea3n xu\u1ea5t th\u00f4ng qua r\u1ea5t nhi\u1ec1u qu\u1ed1c gia d\u01b0\u1edbi h\u00ecnh th\u1ee9c ph\u00e2n c\u00f4ng lao \u0111\u1ed9ng qu\u1ed1c t\u1ebf ho\u1eb7c d\u01b0\u1edbi h\u00ecnh th\u1ee9c li\u00ean doanh, li\u00ean k\u1ebft th\u00f4ng qua \u0111\u1ea7u t\u01b0 qu\u1ed1c t\u1ebf v\u00e0 chuy\u1ec3n giao c\u00f4ng ngh\u1ec7.<\/span><\/p><\/blockquote>\n

Ngu\u1ed3n: TL c\u1ee7a VI\u1ec6N NGHI\u00caN C\u1ee8U QU\u1ea2N L\u00dd KINH T\u1ebe TW<\/em><\/span><\/p>\n

Ngu\u1ed3n tham kh\u1ea3o: Sao Kim Branding<\/a><\/strong><\/span><\/span><\/p>\n

Chuy\u00ean gia h\u00e0ng \u0111\u1ea7u v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u<\/span><\/p>\n

Xem th\u00eam nh\u1eefng b\u00e0i vi\u1ebft kh\u00e1c:<\/strong><\/span><\/p>\n