{"id":1923,"date":"2022-04-01T07:19:02","date_gmt":"2022-04-01T07:19:02","guid":{"rendered":"https:\/\/www.saokim.com.vn\/blog\/?p=1923"},"modified":"2023-01-03T15:07:23","modified_gmt":"2023-01-03T08:07:23","slug":"lua-chon-mo-hinh-thuong-hieu-cho-doanh-nghiep","status":"publish","type":"post","link":"https:\/\/www.saokim.com.vn\/blog\/xay-dung-thuong-hieu\/lua-chon-mo-hinh-thuong-hieu-cho-doanh-nghiep\/","title":{"rendered":"L\u1ef1a ch\u1ecdn m\u00f4 h\u00ecnh th\u01b0\u01a1ng hi\u1ec7u cho doanh nghi\u1ec7p"},"content":{"rendered":"\n

Doanh nghi\u1ec7p b\u1ea1n s\u1edf h\u1eefu 1 hay nhi\u1ec1u th\u01b0\u01a1ng hi\u1ec7u kh\u00e1c nhau? C\u00f3 bao gi\u1edd b\u1ea1n t\u1ef1 h\u1ecfi c\u00e1c th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a doanh nghi\u1ec7p m\u00ecnh quan h\u1ec7 v\u1edbi nhau nh\u01b0 th\u1ebf n\u00e0o? N\u1ebfu c\u00e2u tr\u1ea3 l\u1eddi l\u00e0 c\u00f3, b\u00e0i vi\u1ebft ch\u1ecdn m\u00f4 h\u00ecnh th\u01b0\u01a1ng hi\u1ec7u<\/strong> n\u00e0y s\u1ebd gi\u00fap b\u1ea1n t\u00ecm ki\u1ebfm gi\u1ea3i ph\u00e1p cho m\u00ecnh.<\/em><\/span><\/span><\/wp-block><\/p>\n\n\n\n

\"L\u1ef1a<\/figure><\/div>\n\n\n\n
<\/div>\n\n\n\n

N\u1ebfu doanh nghi\u1ec7p c\u1ee7a b\u1ea1n ch\u1ec9 kinh doanh m\u1ed9t s\u1ea3n ph\u1ea9m duy nh\u1ea5t, s\u1edf h\u1eefu m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u duy nh\u1ea5t v\u00e0 b\u1ea1n v\u1eabn mu\u1ed1n ho\u1ea1t \u0111\u1ed9ng kinh doanh c\u1ee7a m\u00ecnh t\u1eadp trung th\u00ec c\u00f3 l\u1ebd b\u1ea1n kh\u00f4ng c\u1ea7n quan t\u00e2m \u0111\u1ebfn vi\u1ec7c l\u1ef1a ch\u1ecdn m\u00f4 h\u00ecnh th\u01b0\u01a1ng hi\u1ec7u<\/strong> (C\u00f2n g\u1ecdi l\u00e0 ki\u1ebfn tr\u00fac th\u01b0\u01a1ng hi\u1ec7u<\/strong>)<\/span><\/p>\n\n\n\n

Tuy nhi\u00ean, trong th\u1ef1c t\u1ebf r\u1ea5t nhi\u1ec1u doanh nghi\u1ec7p s\u1edf h\u1eefu nhi\u1ec1u th\u01b0\u01a1ng hi\u1ec7u. C\u00f3 th\u1ec3 l\u00e0 1 th\u01b0\u01a1ng hi\u1ec7u doanh nghi\u1ec7p v\u00e0 1 th\u01b0\u01a1ng hi\u1ec7u s\u1ea3n ph\u1ea9m ho\u1eb7c trong tr\u01b0\u1eddng h\u1ee3p kh\u00e1c l\u00e0 nhi\u1ec1u th\u01b0\u01a1ng hi\u1ec7u s\u1ea3n ph\u1ea9m v\u1edbi m\u1ed1i quan h\u1ec7 \u0111an xen ph\u1ee9c t\u1ea1p.<\/span><\/p>\n\n\n\n

Trong tr\u01b0\u1eddng h\u1ee3p n\u00e0y b\u1ea1n c\u1ea7n c\u00f3 m\u1ed9t gi\u1ea3i ph\u00e1p \u0111\u1ec3 qu\u1ea3n tr\u1ecb m\u1ed1i quan h\u1ec7 gi\u1eefa c\u00e1c th\u01b0\u01a1ng hi\u1ec7u v\u1edbi nhau v\u00e0 \u0111\u00f3 ch\u00ednh l\u00e0 x\u00e2y d\u1ef1ng m\u00f4 h\u00ecnh th\u01b0\u01a1ng hi\u1ec7u.<\/span><\/p>\n\n\n\n

M\u00f4 h\u00ecnh th\u01b0\u01a1ng hi\u1ec7u l\u00e0 n\u1ec1n m\u00f3ng c\u01a1 b\u1ea3n trong qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u, n\u00f3 gi\u1ed1ng nh\u01b0 b\u1ea3n v\u1ebd ki\u1ebfn tr\u00fac trong x\u00e2y d\u1ef1ng. M\u1ed9t c\u00f4ng tr\u00ecnh x\u00e2y d\u1ef1ng l\u1edbn, ph\u1ee9c t\u1ea1p th\u00ec b\u1ea3n v\u1ebd thi\u1ebft k\u1ebf c\u1ee7a n\u00f3 ph\u1ea3i th\u1eadt chi ti\u1ebft, r\u00f5 r\u00e0ng v\u00e0 d\u0129 nhi\u00ean l\u00e0 ph\u1ee9c t\u1ea1p.<\/span><\/p>\n\n\n\n

C\u0169ng nh\u01b0 v\u1eady, m\u00f4 h\u00ecnh th\u01b0\u01a1ng hi\u1ec7u c\u1ea7n ph\u1ea3i \u0111\u01b0\u1ee3c x\u00e1c \u0111\u1ecbnh d\u1ef1a v\u00e0o \u0111i\u1ec1u ki\u1ec7n th\u1ef1c t\u1ebf c\u1ee7a doanh nghi\u1ec7p. H\u00e3y c\u00f9ng Sao Kim<\/strong><\/a> \u0111i\u1ec3m qua m\u1ed9t s\u1ed1 m\u00f4 h\u00ecnh th\u01b0\u01a1ng hi\u1ec7u th\u01b0\u1eddng \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng trong th\u1ef1c t\u1ebf nh\u01b0 sau:<\/span><\/p>\n\n\n\n

<\/div>\n\n\n\n

1. M\u00f4 h\u00ecnh th\u01b0\u01a1ng hi\u1ec7u gia \u0111\u00ecnh<\/span><\/h2>\n\n\n\n
\"M\u00f4<\/a><\/figure><\/div>\n\n\n\n

<\/span><\/p>\n\n\n\n

M\u00f4 h\u00ecnh th\u01b0\u01a1ng hi\u1ec7u gia \u0111\u00ecnh<\/strong> n\u00e0y l\u00e0 m\u00f4 h\u00ecnh th\u01b0\u01a1ng hi\u1ec7u truy\u1ec1n th\u1ed1ng \u0111\u01b0\u1ee3c \u00e1p d\u1ee5ng t\u1eeb l\u00e2u nh\u1ea5t trong qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u, doanh nghi\u1ec7p \u00e1p d\u1ee5ng cho nhi\u1ec1u c\u00f4ng ty v\u00e0 t\u1eadp \u0111o\u00e0n l\u1edbn tr\u00ean th\u1ebf gi\u1edbi.<\/span><\/p>\n\n\n\n

V\u1edbi m\u00f4 h\u00ecnh th\u01b0\u01a1ng hi\u1ec7u gia \u0111\u00ecnh, doanh nghi\u1ec7p ch\u1ec9 s\u1edf h\u1eefu m\u1ed9t t\u00ean th\u01b0\u01a1ng hi\u1ec7u duy nh\u1ea5t v\u00e0 g\u1eafn n\u00f3 cho m\u1ecdi s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 c\u1ee7a m\u00ecnh.<\/span><\/p>\n\n\n\n

C\u00e1c t\u1eadp \u0111o\u00e0n tr\u00ean th\u1ebf gi\u1edbi s\u1eed d\u1ee5ng th\u00e0nh c\u00f4ng m\u00f4 h\u00ecnh n\u00e0y nh\u01b0 Panasonic, Samsung \u2026 c\u00f2n nh\u1eefng doanh nghi\u1ec7p l\u1edbn t\u1ea1i Vi\u1ec7t Nam c\u00f3 th\u1ec3 k\u1ec3 \u0111\u1ebfn l\u00e0 FPT, Vinaconex, Lilama, Viglacera, Bitis \u2026<\/span><\/p>\n\n\n\n

<\/div>\n\n\n\n

1.1. \u01afu \u0111i\u1ec3m<\/span><\/h3>\n\n\n\n

\u01afu \u0111i\u1ec3m th\u1ec3 hi\u1ec7n r\u00f5 r\u1ec7t nh\u1ea5t c\u1ee7a m\u00f4 h\u00ecnh th\u01b0\u01a1ng hi\u1ec7u gia \u0111\u00ecnh<\/strong> \u0111\u00f3 l\u00e0 s\u1ef1 d\u1ec5 d\u00e0ng trong vi\u1ec7c qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u v\u00ec ch\u1ec9 c\u00f3 duy nh\u1ea5t m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u. Chi ph\u00ed qu\u1ea3ng b\u00e1 th\u01b0\u01a1ng hi\u1ec7u th\u1ea5p, m\u1ee9c \u0111\u1ed9 t\u1eadp trung \u0111\u1ea7u t\u01b0 cho th\u01b0\u01a1ng hi\u1ec7u cao.<\/span><\/p>\n\n\n\n

Khi x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh v\u1edbi m\u00f4 h\u00ecnh n\u00e0y, doanh nghi\u1ec7p c\u00f3 th\u1ec3 \u0111\u1ea1t r\u1ea5t nhi\u1ec1u l\u1ee3i \u00edch. Ch\u1eb3ng h\u1ea1n khi doanh nghi\u1ec7p \u0111\u01b0a ra m\u1ed9t lo\u1ea1i s\u1ea3n ph\u1ea9m m\u1edbi mang th\u01b0\u01a1ng hi\u1ec7u gia \u0111\u00ecnh, th\u1ecb tr\u01b0\u1eddng c\u00f3 th\u1ec3 d\u1ec5 ti\u1ebfp nh\u1eadn h\u01a1n v\u1edbi s\u1ea3n ph\u1ea9m h\u00e0ng h\u00f3a \u0111\u00f3 v\u00ec \u0111\u00e3 bi\u1ebft \u0111\u1ebfn th\u01b0\u01a1ng hi\u1ec7u.<\/span><\/p>\n\n\n\n

Gi\u1ea7y th\u1ec3 thao Biti\u2019s kh\u00f4ng ph\u1ea3i l\u00e0 m\u1ed9t s\u1ea3n ph\u1ea9m c\u00f3 s\u1ee9c c\u1ea1nh tranh cao nh\u01b0 c\u00e1c s\u1ea3n ph\u1ea9m gi\u1ea7y th\u1ec3 thao kh\u00e1c, nh\u01b0ng do th\u01b0\u01a1ng hi\u1ec7u Biti\u2019s v\u1ed1n \u0111\u00e3 n\u1ed5i ti\u1ebfng v\u1edbi c\u00e1c s\u1ea3n ph\u1ea9m d\u00e9p \u2013 n\u00ean khi ra m\u1eaft th\u1ecb tr\u01b0\u1eddng gi\u1ea7y Biti\u2019s c\u0169ng nhanh ch\u00f3ng \u0111\u01b0\u1ee3c ti\u1ebfp nh\u1eadn.<\/span><\/p>\n\n\n\n

<\/div>\n\n\n\n

1.2. Nh\u01b0\u1ee3c \u0111i\u1ec3m<\/span><\/h3>\n\n\n\n

Nh\u01b0\u1ee3c \u0111i\u1ec3m ch\u00ednh c\u1ee7a m\u00f4 h\u00ecnh th\u01b0\u01a1ng hi\u1ec7u gia \u0111\u00ecnh l\u00e0 nguy c\u01a1 r\u1ee7i ro cao. Ch\u1ec9 c\u1ea7n m\u1ed9t ch\u1ee7ng lo\u1ea1i s\u1ea3n ph\u1ea9m n\u00e0o \u0111\u00f3 g\u1eb7p r\u1eafc r\u1ed1i ho\u1eb7c b\u1ecb t\u1ea9y chay to\u00e0n b\u1ed9 th\u01b0\u01a1ng hi\u1ec7u gia \u0111\u00ecnh s\u1ebd b\u1ecb \u1ea3nh h\u01b0\u1edfng.<\/span><\/p>\n\n\n\n

Ngo\u00e0i ra, m\u00f4 h\u00ecnh th\u01b0\u01a1ng hi\u1ec7u gia \u0111\u00ecnh c\u0169ng kh\u00f4ng th\u00edch h\u1ee3p khi doanh nghi\u1ec7p kinh doanh \u0111a ng\u00e0nh ngh\u1ec1. V\u00ec khi \u0111\u00f3 m\u1ed9t li\u00ean t\u01b0\u1edfng t\u00edch c\u1ef1c v\u1ec1 l\u0129nh v\u1ef1c kinh doanh n\u00e0y c\u00f3 th\u1ec3 l\u00e0m tr\u1edf ng\u1ea1i cho vi\u1ec7c kinh doanh trong l\u0129nh v\u1ef1c kh\u00e1c.<\/span><\/p>\n\n\n\n

V\u00ed d\u1ee5, th\u01b0\u01a1ng hi\u1ec7u Vinaconex l\u00e0 th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a nh\u00e0 th\u1ea7u x\u00e2y d\u1ef1ng v\u00ec th\u1ebf khi Vinaconex chuy\u1ec3n sang kinh doanh s\u1ea3n ph\u1ea9m nh\u01b0 l\u00e0 b\u00e1nh k\u1eb9o ho\u1eb7c n\u01b0\u1edbc gi\u1ea3i kh\u00e1t s\u1ebd kh\u00f3 m\u00e0 thuy\u1ebft ph\u1ee5c \u0111\u01b0\u1ee3c ng\u01b0\u1eddi ti\u00eau d\u00f9ng.<\/span><\/p>\n\n\n\n

<\/div>\n\n\n\n

> Tham kh\u1ea3o ngay d\u1ecbch v\u1ee5 t\u01b0 v\u1ea5n th\u01b0\u01a1ng hi\u1ec7u<\/strong><\/a> c\u1ee7a Sao Kim. Ch\u00fang t\u00f4i s\u1ebd gi\u00fap b\u1ea1n ph\u00e1t tri\u1ec3n chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u ho\u00e0n ch\u1ec9nh, bao g\u1ed3m c\u1ea3 vi\u1ec7c gi\u00fap b\u1ea1n ch\u1ecdn m\u00f4 h\u00ecnh th\u01b0\u01a1ng hi\u1ec7u ph\u00f9 h\u1ee3p v\u00e0 c\u00e1ch qu\u1ea3n l\u00fd hi\u1ec7u qu\u1ea3 nh\u1ea5t.<\/em><\/p>\n\n\n\n

<\/div>\n\n\n\n

2. M\u00f4 h\u00ecnh th\u01b0\u01a1ng hi\u1ec7u c\u00e1 bi\u1ec7t<\/span><\/h2>\n\n\n\n
\"M\u00f4<\/a><\/figure><\/div>\n\n\n\n

<\/span><\/p>\n\n\n\n

M\u1eb7c d\u00f9 c\u00f3 nh\u1eefng l\u1ee3i th\u1ebf kh\u00f4ng th\u1ec3 ph\u1ee7 nh\u1eadn, nh\u01b0ng m\u00f4 h\u00ecnh x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u gia \u0111\u00ecnh kh\u00f4ng th\u1ec3 \u0111\u00e1p \u1ee9ng \u0111\u01b0\u1ee3c vi\u1ec7c \u0111a d\u1ea1ng h\u00f3a d\u00f2ng s\u1ea3n ph\u1ea9m v\u00e0 qu\u1ea3n tr\u1ecb r\u1ee7i ro.<\/span><\/p>\n\n\n\n

Do v\u1eady m\u1ed9t m\u00f4 h\u00ecnh kh\u00e1c \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng \u0111\u00f3 l\u00e0 m\u00f4 h\u00ecnh th\u01b0\u01a1ng hi\u1ec7u c\u00e1 bi\u1ec7t.<\/span><\/p>\n\n\n\n

V\u1edbi m\u00f4 h\u00ecnh th\u01b0\u01a1ng hi\u1ec7u c\u00e1 th\u1ec3 c\u00e1c th\u01b0\u01a1ng hi\u1ec7u c\u00e1 bi\u1ec7t \u0111\u01b0\u1ee3c t\u1ea1o ra ph\u00f9 h\u1ee3p ri\u00eang v\u1edbi t\u1eebng ch\u1ee7ng lo\u1ea1i s\u1ea3n ph\u1ea9m, t\u1eadp kh\u00e1ch h\u00e0ng, mang c\u00e1c thu\u1ed9c t\u00ednh kh\u00e1c nhau. C\u00e1c th\u01b0\u01a1ng hi\u1ec7u c\u00e1 bi\u1ec7t n\u00e0y c\u00f3 li\u00ean h\u1ec7 r\u1ea5t \u00edt ho\u1eb7c kh\u00f4ng c\u00f3 m\u1ed1i li\u00ean h\u1ec7 n\u00e0o v\u1edbi th\u01b0\u01a1ng hi\u1ec7u doanh nghi\u1ec7p.<\/span><\/p>\n\n\n\n

Trong th\u1ef1c t\u1ebf c\u00e1ch nh\u1eadn bi\u1ebft d\u1ec5 nh\u1ea5t m\u00f4 h\u00ecnh th\u01b0\u01a1ng hi\u1ec7u c\u00e1 bi\u1ec7t \u0111\u00f3 l\u00e0 c\u00e1c s\u1ea3n ph\u1ea9m, h\u00e0ng h\u00f3a kh\u00f4ng mang t\u00ean c\u1ee7a doanh nghi\u1ec7p s\u1ea3n xu\u1ea5t, ph\u00e2n ph\u1ed1i m\u00e0 ch\u00fang c\u00f3 t\u00ean ri\u00eang.<\/span><\/p>\n\n\n\n

Ng\u01b0\u1eddi ti\u00eau d\u00f9ng ch\u1ec9 bi\u1ebft \u0111\u1ebfn t\u00ean c\u1ee7a s\u1ea3n ph\u1ea9m \u0111\u00f3 m\u00e0 kh\u00f4ng h\u1ec1 bi\u1ebft ho\u1eb7c bi\u1ebft r\u1ea5t \u00edt v\u1ec1 nh\u00e0 s\u1ea3n xu\u1ea5t l\u00e0 ai.<\/span><\/p>\n\n\n\n

Ch\u1eb3ng h\u1ea1n nh\u01b0 Unilever, P&G.<\/span><\/p>\n\n\n\n

T\u1ea1i Vi\u1ec7t Nam th\u00ec c\u00f3 T\u00e2n Hi\u1ec7p Ph\u00e1t s\u1edf h\u1eefu r\u1ea5t nhi\u1ec1u nh\u00e3n h\u00e0ng \u0111\u1ed3 u\u1ed1ng nh\u01b0: Number 1, Tr\u00e0 xanh O \u0111\u1ed9, Dr Thanh, Soya \u2026 nh\u01b0ng ng\u01b0\u1eddi ti\u00eau d\u00f9ng ch\u1ec9 bi\u1ebft t\u1edbi Number 1 hay Dr Thanh m\u00e0 kh\u00f4ng c\u1ea7n bi\u1ebft \u0111\u1ebfn C\u00f4ng ty T\u00e2n Hi\u1ec7p Ph\u00e1t.<\/span><\/p>\n\n\n\n

Ho\u1eb7c, ch\u00fang ta ch\u1ec9 bi\u1ebft c\u00e1c s\u1ea3n ph\u1ea9m d\u1ea7u \u0103n uy t\u00edn nh\u1ea5t th\u1ecb tr\u01b0\u1eddng hi\u1ec7n nay nh\u01b0 Neptune, Simply, MEIZAN, C\u00e1i L\u00e2n, Kiddy, Olivoil\u00e0, Orchid & Satellite…. m\u00e0 kh\u00f4ng h\u1ec1 bi\u1ebft ch\u00fang \u0111\u1ec1 thu\u1ed9c s\u1edf h\u1eefu c\u1ee7a CALOFIC.<\/p>\n\n\n\n

<\/div>\n\n\n\n

2.1. \u01afu \u0111i\u1ec3m<\/span><\/h3>\n\n\n\n

M\u00f4 h\u00ecnh th\u01b0\u01a1ng hi\u1ec7u c\u00e1 bi\u1ec7t n\u00e0y ph\u00f9 h\u1ee3p v\u1edbi nh\u1eefng doanh nghi\u1ec7p c\u00f3 nhi\u1ec1u ch\u1ee7ng lo\u1ea1i h\u00e0ng h\u00f3a v\u1edbi \u0111\u1eb7c th\u00f9 ri\u00eang cao v\u00e0 ph\u1ee5c v\u1ee5 nhi\u1ec1u t\u1eadp kh\u00e1ch h\u00e0ng kh\u00e1c nhau.<\/span><\/p>\n\n\n\n

C\u00e1c doanh nghi\u1ec7p c\u00f3 quy m\u00f4 t\u1ea7m trung v\u00e0 n\u0103ng \u0111\u1ed9ng th\u01b0\u1eddng \u00e1p d\u1ee5ng m\u00f4 h\u00ecnh n\u00e0y \u0111\u1ec3 \u0111\u01b0a s\u1ea3n ph\u1ea9m c\u1ee7a m\u00ecnh ra th\u1ecb tr\u01b0\u1eddng.<\/span><\/p>\n\n\n\n

\u01afu \u0111i\u1ec3m th\u1ee9 2 l\u00e0 m\u00f4 h\u00ecnh n\u00e0y h\u1ea1n ch\u1ebf r\u1ee7i ro khi m\u1ed9t nh\u00e3n h\u00e0ng b\u1ecb r\u1eafc r\u1ed1i c\u0169ng kh\u00f4ng l\u00e0m \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn nh\u00e3n h\u00e0ng kh\u00e1c c\u1ee7a c\u00f9ng doanh nghi\u1ec7p.<\/span><\/p>\n\n\n\n

V\u00ed d\u1ee5 nh\u01b0 khi tr\u01b0\u1eddng h\u1ee3p c\u1ee7a Bia Laser m\u1eb7c d\u00f9 g\u1eb7p th\u1ea5t b\u1ea1i nh\u01b0ng kh\u00f4ng \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn vi\u1ec7c ra m\u1eaft s\u1ea3n ph\u1ea9m Number 1 sau \u0111\u00f3 c\u1ee7a T\u00e2n Hi\u1ec7p Ph\u00e1t.<\/span><\/p>\n\n\n\n

Ngo\u00e0i ra, \u01b0u \u0111i\u1ec3m c\u1ee7a m\u00f4 h\u00ecnh n\u00e0y c\u00f2n th\u1ec3 hi\u1ec7n \u1edf s\u1ef1 n\u0103ng \u0111\u1ed9ng v\u00e0 hi\u1ec7u qu\u1ea3 khi th\u00e2m nh\u1eadp c\u00e1c th\u1ecb tr\u01b0\u1eddng m\u1edbi \u2013 \u0111\u1eb7c bi\u1ec7t l\u00e0 c\u00e1c th\u1ecb tr\u01b0\u1eddng \u0111\u1ecba ph\u01b0\u01a1ng.<\/span><\/p>\n\n\n\n

V\u00ed d\u1ee5 khi s\u1ea3n ph\u1ea9m tr\u00e0 xanh Real Leaf c\u1ee7a Coca-cola th\u00e2m nh\u1eadp th\u1ecb tr\u01b0\u1eddng Vi\u1ec7t Nam th\u00ec vi\u1ec7c ph\u00e1t \u00e2m Real Leaf ch\u00ednh l\u00e0 m\u1ed9t tr\u1edf ng\u1ea1i cho ng\u01b0\u1eddi ti\u00eau d\u00f9ng, do v\u1eady Coca-cola ti\u1ebfn h\u00e0nh \u201clocal h\u00f3a\u201d nh\u00e3n hi\u1ec7u n\u00e0y th\u00e0nh Real Leaf \u2013 Thanh m\u00e1t v\u00e0 vi\u1ec7c \u0111\u1ed5i t\u00ean n\u00e0y c\u0169ng kh\u00f4ng h\u1ec1 \u1ea3nh h\u01b0\u1edfng t\u1edbi chi\u1ebfn l\u01b0\u1ee3c ph\u00e1t tri\u1ec3n th\u01b0\u01a1ng hi\u1ec7u chung c\u1ee7a Coca-cola.<\/span><\/p>\n\n\n\n

<\/div>\n\n\n\n

2.2. Nh\u01b0\u1ee3c \u0111i\u1ec3m<\/span><\/h3>\n\n\n\n

\u0110\u1ea7u ti\u00ean l\u00e0 chi ph\u00ed \u0111\u1ea7u t\u01b0 cho t\u1eebng th\u01b0\u01a1ng hi\u1ec7u r\u1ea5t l\u1edbn, nh\u1ea5t l\u00e0 trong tr\u01b0\u1eddng h\u1ee3p doanh nghi\u1ec7p c\u00f3 h\u00e0ng tr\u0103m th\u01b0\u01a1ng hi\u1ec7u kh\u00e1c nhau (Unilever c\u00f3 t\u1edbi h\u00e0ng tr\u0103m nh\u00e3n hi\u1ec7u, Nestle c\u00f3 7200 nh\u00e3n hi\u1ec7u, Coca-cola c\u00f3 h\u01a1n 3000 nh\u00e3n hi\u1ec7u).<\/span><\/p>\n\n\n\n

Ngo\u00e0i ra m\u00f4 h\u00ecnh th\u01b0\u01a1ng hi\u1ec7u c\u00e1 bi\u1ec7t c\u0169ng khi\u1ebfn cho c\u00e1c th\u01b0\u01a1ng hi\u1ec7u ra \u0111\u1eddi sau kh\u00f4ng t\u1eadn d\u1ee5ng \u0111\u01b0\u1ee3c uy t\u00edn c\u1ee7a c\u00e1c th\u01b0\u01a1ng hi\u1ec7u tr\u01b0\u1edbc \u0111\u00f3 v\u00e0 uy t\u00edn c\u1ee7a doanh nghi\u1ec7p. Vi\u1ec7c qu\u1ea3n tr\u1ecb m\u1ed9t s\u1ed1 l\u01b0\u1ee3ng th\u01b0\u01a1ng hi\u1ec7u l\u1edbn l\u00e0 m\u1ed9t kh\u00f3 kh\u0103n v\u00e0 \u0111\u00f2i h\u1ecfi nhi\u1ec1u ngu\u1ed3n l\u1ef1c c\u1ee7a doanh nghi\u1ec7p.<\/span><\/p>\n\n\n\n

NOTE: Tr\u01b0\u1edbc khi thi\u1ebft k\u1ebf th\u01b0\u01a1ng hi\u1ec7u, b\u1ea1n c\u1ea7n l\u1ef1a ch\u1ecdn m\u00f4 h\u00ecnh th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ec3 c\u00f3 th\u1ec3 \u0111i\u1ec1u ch\u1ec9nh ph\u01b0\u01a1ng h\u01b0\u1edbng thi\u1ebft k\u1ebf ph\u00f9 h\u1ee3p nh\u1ea5t.<\/p>\n\n\n<\/span><\/span>\n\n\n

<\/div>\n\n\n\n

3. M\u00f4 h\u00ecnh k\u1ebft h\u1ee3p \u0111a th\u01b0\u01a1ng hi\u1ec7u<\/span><\/h2>\n\n\n\n

\u0110\u00e2y l\u00e0 lo\u1ea1i m\u00f4 h\u00ecnh th\u01b0\u01a1ng hi\u1ec7u (Hybrid) n\u0103ng \u0111\u1ed9ng nh\u1ea5t n\u00f3 bao h\u00e0m c\u1ea3 m\u00f4 h\u00ecnh th\u01b0\u01a1ng hi\u1ec7u gia \u0111\u00ecnh v\u00e0 m\u00f4 h\u00ecnh th\u01b0\u01a1ng hi\u1ec7u c\u00e1 bi\u1ec7t. M\u00f4 h\u00ecnh n\u00e0y t\u1eadn d\u1ee5ng l\u1ee3i th\u1ebf c\u1ee7a c\u1ea3 2 m\u00f4 h\u00ecnh tr\u00ean v\u00e0 h\u1ea1n ch\u1ebf nh\u01b0\u1ee3c \u0111i\u1ec3m c\u1ee7a t\u1eebng m\u00f4 h\u00ecnh.<\/span><\/p>\n\n\n\n

\"M\u00f4<\/figure><\/div>\n\n\n\n

S\u1ef1 k\u1ebft h\u1ee3p c\u1ea3 2 m\u00f4 h\u00ecnh th\u01b0\u01a1ng hi\u1ec7u gia \u0111\u00ecnh v\u00e0 m\u00f4 h\u00ecnh th\u01b0\u01a1ng hi\u1ec7u c\u00e1 th\u1ec3 \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n theo nhi\u1ec1u c\u00e1ch. Sau \u0111\u00e2y l\u00e0 nh\u1eefng c\u00e1ch ph\u1ed5 bi\u1ebft nh\u1ea5t:<\/span><\/p>\n\n\n\n

<\/div>\n\n\n\n

3.1. K\u1ebft h\u1ee3p \u0111\u1ed1i x\u1ee9ng<\/span><\/h3>\n\n\n\n

L\u00e0 s\u1ef1 k\u1ebft h\u1ee3p trong \u0111\u00f3 th\u1ec3 hi\u1ec7n vai tr\u00f2 c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u gia \u0111\u00ecnh v\u00e0 th\u01b0\u01a1ng hi\u1ec7u c\u00e1 bi\u1ec7t nh\u01b0 nhau, c\u00f3 c\u00f9ng vai tr\u00f2 trong vi\u1ec7c c\u1ea5u th\u00e0nh m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u m\u1edbi.<\/span><\/p>\n\n\n\n

V\u00ed d\u1ee5 Microsoft Window; Honda Future; Samsung Galaxy; Apple Ipad \u2026 vi\u1ec7c k\u1ebft h\u1ee3p \u0111\u1ed1i x\u1ee9ng n\u00e0y v\u1eeba gi\u00fap cho th\u01b0\u01a1ng hi\u1ec7u s\u1ea3n ph\u1ea9m v\u1eeba nh\u1eadn \u0111\u01b0\u1ee3c s\u1ef1 h\u1ed7 tr\u1ee3 t\u1eeb th\u01b0\u01a1ng hi\u1ec7u doanh nghi\u1ec7p v\u1eeba th\u1ec3 hi\u1ec7n \u0111\u01b0\u1ee3c r\u00f5 n\u00e9t nh\u1eefng kh\u00e1c bi\u1ec7t c\u1ee7a ri\u00eang s\u1ea3n ph\u1ea9m mang th\u01b0\u01a1ng hi\u1ec7u \u0111\u00f3.<\/span><\/p>\n\n\n\n

<\/div>\n\n\n\n

3.2. K\u1ebft h\u1ee3p b\u1ea5t \u0111\u1ed1i x\u1ee9ng<\/span><\/h3>\n\n\n\n

L\u00e0 khi m\u00e0 th\u01b0\u01a1ng hi\u1ec7u gia \u0111\u00ecnh v\u00e0 th\u01b0\u01a1ng hi\u1ec7u c\u00e1 bi\u1ec7t \u0111\u01b0\u1ee3c tr\u00ecnh b\u00e0y b\u1ea5t \u0111\u1ed1i x\u1ee9ng. Trong \u0111\u00f3 m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u s\u1ebd \u0111\u00f3ng vai tr\u00f2 ch\u1ee7 \u0111\u1ea1o, th\u01b0\u01a1ng hi\u1ec7u c\u00f2n l\u1ea1i s\u1ebd b\u1ed5 sung \u0111\u1ea7y \u0111\u1ee7 \u00fd ngh\u0129a kh\u00e1c bi\u1ec7t.<\/span><\/p>\n\n\n\n

V\u00ed d\u1ee5: Sony Vaio; Nokia E71 \u2026 trong nh\u1eefng v\u00ed d\u1ee5 n\u00e0y th\u00ec Sony v\u00e0 Nokia \u0111\u00f3ng vai tr\u00f2 l\u00e0 th\u01b0\u01a1ng hi\u1ec7u ch\u00ednh, t\u1ea1o ra s\u1ef1 kh\u00e1c bi\u1ec7t c\u00f2n Vaio hay E71 ch\u1ec9 l\u00e0 ch\u1ec9 d\u1eabn c\u1ee5 th\u1ec3 v\u1ec1 m\u1ed9t d\u00f2ng s\u1ea3n ph\u1ea9m c\u1ee7a Sony hay Nokia. Ki\u1ec3u k\u1ebft h\u1ee3p n\u00e0y th\u01b0\u1eddng \u0111\u01b0\u1ee3c \u00e1p d\u1ee5ng khi m\u00e0 th\u01b0\u01a1ng hi\u1ec7u gia \u0111\u00ecnh c\u00f3 m\u1ee9c \u0111\u1ed9 nh\u1eadn bi\u1ebft v\u00e0 uy t\u00edn cao v\u00e0 l\u00e0m cho vi\u1ec7c ra m\u1eaft s\u1ea3n ph\u1ea9m m\u1edbi nhanh h\u01a1n, d\u1ec5 \u0111\u01b0\u1ee3c th\u1ecb tr\u01b0\u1eddng ch\u1ea5p nh\u1eadn h\u01a1n.<\/span><\/p>\n\n\n\n

C\u00f3 m\u1ed9t s\u1ed1 tr\u01b0\u1eddng h\u1ee3p s\u1ef1 k\u1ebft h\u1ee3p l\u00e0 ng\u01b0\u1ee3c l\u1ea1i. Th\u01b0\u01a1ng hi\u1ec7u gia \u0111\u00ecnh c\u00f3 vai tr\u00f2 \u00edt quan tr\u1ecdng h\u01a1n, trong khi \u0111\u00f3 th\u01b0\u01a1ng hi\u1ec7u c\u00e1 bi\u1ec7t \u0111\u01b0\u1ee3c nh\u1ea5n m\u1ea1nh h\u01a1n.<\/span><\/p>\n\n\n\n

\u0110\u00f3 l\u00e0 tr\u01b0\u1eddng h\u1ee3p khi th\u01b0\u01a1ng hi\u1ec7u gia \u0111\u00ecnh chi ph\u1ed1i \u00edt h\u01a1n \u0111\u1ebfn c\u00e1c th\u01b0\u01a1ng hi\u1ec7u c\u00e1 bi\u1ec7t v\u00e0 c\u00e1c th\u01b0\u01a1ng hi\u1ec7u c\u00e1 bi\u1ec7t g\u00f3p ph\u1ea7n quan tr\u1ecdng h\u01a1n \u0111\u1ec3 c\u1ee7ng c\u1ed1 v\u00e0 n\u00e2ng cao h\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u gia \u0111\u00ecnh.<\/span><\/p>\n\n\n\n

Ta th\u1ea5y s\u1ef1 k\u1ebft h\u1ee3p n\u00e0y trong th\u1ef1c t\u1ebf \u1edf c\u00e1c s\u1ea3n ph\u1ea9m nh\u01b0 s\u1eefa Dielac c\u1ee7a Vinamilk \u2026..<\/span><\/p>\n\n\n\n

<\/div>\n\n\n\n

3.4. \u01afu \u0111i\u1ec3m<\/span><\/h3>\n\n\n\n

Khai th\u00e1c \u0111\u01b0\u1ee3c l\u1ee3i th\u1ebf v\u00e0 uy t\u00edn c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u gia \u0111\u00ecnh nh\u1eb1m h\u1ed7 tr\u1ee3 v\u00e0 t\u0103ng c\u01b0\u1eddng cho th\u01b0\u01a1ng hi\u1ec7u c\u00e1 bi\u1ec7t. H\u1ea1n ch\u1ebf \u0111\u01b0\u1ee3c r\u1ee7i ro khi c\u00f3 th\u01b0\u01a1ng hi\u1ec7u c\u00e1 bi\u1ec7t n\u00e0o \u0111\u00f3 g\u1eb7p r\u1eafc r\u1ed1i.<\/span><\/p>\n\n\n\n

Quan h\u1ec7 gi\u1eefa th\u01b0\u01a1ng hi\u1ec7u gia \u0111\u00ecnh v\u00e0 th\u01b0\u01a1ng hi\u1ec7u c\u00e1 bi\u1ec7t trong m\u00f4 h\u00ecnh n\u00e0y mang t\u00ednh t\u01b0\u01a1ng h\u1ed7 do v\u1eady c\u1ea3 th\u01b0\u01a1ng hi\u1ec7u gia \u0111\u00ecnh v\u00e0 th\u01b0\u01a1ng hi\u1ec7u c\u00e1 bi\u1ec7t \u0111\u1ec1u h\u01b0\u1edfng l\u1ee3i t\u1eeb s\u1ef1 t\u01b0\u01a1ng h\u1ed7 n\u00e0y.<\/span><\/p>\n\n\n\n

<\/div>\n\n\n\n

3.5. Nh\u01b0\u1ee3c \u0111i\u1ec3m<\/span><\/h3>\n\n\n\n

\u0110\u00f2i h\u1ecfi s\u1ef1 \u0111\u1ea7u t\u01b0 l\u1edbn v\u00e0 ph\u1ea3i c\u00f3 h\u1ec7 th\u1ed1ng qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u chuy\u00ean nghi\u1ec7p.<\/span><\/p>\n\n\n\n

<\/div>\n\n\n\n

3. Ch\u1ecdn m\u00f4 h\u00ecnh th\u01b0\u01a1ng hi\u1ec7u n\u00e0o cho doanh nghi\u1ec7p?<\/span><\/h2>\n\n\n\n

Kh\u00f4ng c\u00f3 m\u1ed9t m\u00f4 h\u00ecnh th\u01b0\u01a1ng hi\u1ec7u<\/strong> n\u00e0o \u0111\u1ecbnh s\u1eb5n doanh nghi\u1ec7p ph\u1ea3i tu\u00e2n theo. Vi\u1ec7c l\u1ef1a ch\u1ecdn m\u00f4 h\u00ecnh th\u01b0\u01a1ng hi\u1ec7u ph\u1ea3i c\u0103n c\u1ee9 v\u00e0o t\u00ecnh hu\u1ed1ng c\u1ee5 th\u1ec3 v\u00e0 linh ho\u1ea1t trong qu\u00e1 tr\u00ecnh ph\u00e1t tri\u1ec3n. Khi \u00e1p d\u1ee5ng c\u00e1c m\u00f4 h\u00ecnh th\u01b0\u01a1ng hi\u1ec7u doanh nghi\u1ec7p ph\u1ea3i t\u00ednh \u0111\u1ebfn c\u00e1c m\u1ee5c ti\u00eau chi\u1ebfn l\u01b0\u1ee3c l\u00e2u d\u00e0i c\u0169ng nh\u01b0 kh\u1ea3 n\u0103ng th\u1ef1c t\u1ebf \u0111\u1ec3 tri\u1ec3n khai.<\/span><\/p>\n\n\n\n

M\u1ed7i m\u00f4 h\u00ecnh \u0111\u1ec1u c\u00f3 \u01b0u v\u00e0 nh\u01b0\u1ee3c \u0111i\u1ec3m ri\u00eang, bi\u1ebft \u0111\u01b0\u1ee3c \u0111i\u1ec1u n\u00e0y v\u00e0 v\u1eadn d\u1ee5ng m\u1ed9t c\u00e1ch hi\u1ec7u qu\u1ea3 s\u1ebd gi\u00fap b\u1ea1n \u0111\u1eb7t n\u1ec1n m\u00f3ng v\u1eefng ch\u1eafc cho vi\u1ec7c x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u.<\/span><\/p>\n\n\n\n

N\u00f3i th\u00eam: \u0110\u1ed1i v\u1edbi nh\u1eefng doanh nghi\u1ec7p c\u00f3 nhi\u1ec1u th\u01b0\u01a1ng hi\u1ec7u kh\u00e1c nhau ngo\u00e0i vi\u1ec7c x\u00e1c \u0111\u1ecbnh m\u00f4 h\u00ecnh th\u01b0\u01a1ng hi\u1ec7u th\u00ec c\u1ea7n ph\u1ea3i x\u00e1c \u0111\u1ecbnh th\u00eam m\u1ed9t ki\u1ebfn tr\u00fac th\u01b0\u01a1ng hi\u1ec7u ph\u00f9 h\u1ee3p. Ki\u1ebfn th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u \u1edf \u0111\u00e2y bao g\u1ed3m quan h\u1ec7 ma tr\u1eadn gi\u1eefa th\u01b0\u01a1ng hi\u1ec7u \u2013 s\u1ea3n ph\u1ea9m.<\/span><\/p>\n\n\n\n

<\/div>\n\n\n\n

> Ch\u00fang t\u00f4i \u0111\u00e3 c\u00f3 b\u00e0i vi\u1ebft m\u1edbi v\u1ec1 \u0111\u1ec1 t\u00e0i n\u00e0y gi\u1edbi thi\u1ec7u chi ti\u1ebft h\u01a1n v\u1ec1 Ki\u1ebfn tr\u00fac th\u01b0\u01a1ng hi\u1ec7u<\/strong><\/a>. Xem ngay \u0111\u1ec3 bi\u1ebft c\u00e1ch \u00e1p d\u1ee5ng x\u00e2y d\u1ef1ng m\u1ed9t ki\u1ebfn tr\u00fac th\u01b0\u01a1ng hi\u1ec7u tr\u1ef1c quan, ph\u00f9 h\u1ee3p nh\u1ea5t cho doanh nghi\u1ec7p c\u1ee7a b\u1ea1n<\/span> <\/em><\/p>\n\n\n\n

<\/div>\n\n\n\n

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

<\/div>\n\n\n\n