{"id":317437,"date":"2016-12-05T13:24:15","date_gmt":"2016-12-05T06:24:15","guid":{"rendered":"https:\/\/www.saokim.com.vn\/blog\/?p=317280"},"modified":"2020-02-13T16:48:44","modified_gmt":"2020-02-13T09:48:44","slug":"4-mo-hinh-phan-tich-cau-truc-thuong-hieu-hieu-qua","status":"publish","type":"post","link":"https:\/\/www.saokim.com.vn\/blog\/xay-dung-thuong-hieu\/4-mo-hinh-phan-tich-cau-truc-thuong-hieu-hieu-qua\/","title":{"rendered":"4 m\u00f4 h\u00ecnh ph\u00e2n t\u00edch c\u1ea5u tr\u00fac th\u01b0\u01a1ng hi\u1ec7u hi\u1ec7u qu\u1ea3"},"content":{"rendered":"<p><span style=\"color: #000000;\">C\u00f3 r\u1ea5t nhi\u1ec1u <strong>m\u00f4 h\u00ecnh th\u01b0\u01a1ng hi\u1ec7u<\/strong> h\u1eefu \u00edch \u0111\u1ec3 b\u1ea1n c\u00f3 th\u1ec3 <span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/www.saokim.com.vn\/dich-vu\/xay-dung-quy-che-thuong-hieu\/\"><strong>ph\u00e2n t\u00edch c\u1ea5u tr\u00fac th\u01b0\u01a1ng hi\u1ec7u<\/strong><\/a><\/span> c\u1ee7a m\u00ecnh nh\u1eb1m hi\u1ec3u s\u00e2u s\u1eafc n\u00f3 v\u00e0 \u0111\u1ec1 ra nh\u1eefng chi\u1ebfn l\u01b0\u1ee3c ph\u00e1t tri\u1ec3n cho t\u01b0\u01a1ng lai. Sau \u0111\u00e2y Sao Kim s\u1ebd gi\u1edbi thi\u1ec7u v\u1edbi b\u1ea1n <strong>4&nbsp;m\u00f4 h\u00ecnh kh\u00e1 hi\u1ec7u qu\u1ea3<\/strong> \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng b\u1edfi nhi\u1ec1u chuy\u00ean gia chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u. M\u1ed7i m\u00f4 h\u00ecnh c\u00f3 c\u00e1ch th\u1ee9c v\u00e0 th\u1eddi \u0111i\u1ec3m \u00e1p d\u1ee5ng kh\u00e1c nhau. Vi\u1ec7c \u00e1p d\u1ee5ng nhi\u1ec1u m\u00f4 h\u00ecnh kh\u00e1c bi\u1ec7t s\u1ebd gi\u00fap b\u1ea1n c\u00f3 nh\u1eadn bi\u1ebft to\u00e0n di\u1ec7n h\u01a1n v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u00ecnh.<\/span><\/p>\n<ol>\n<li>\n<h2><span style=\"color: #000000;\"><strong>M\u00f4 h\u00ecnh b\u00e1nh xe th\u01b0\u01a1ng hi\u1ec7u<\/strong><\/span><\/h2>\n<\/li>\n<\/ol>\n<p>&nbsp;<\/p>\n<figure id=\"attachment_317285\" aria-describedby=\"caption-attachment-317285\" style=\"width: 691px\" class=\"wp-caption aligncenter\"><a style=\"color: #000000;\" href=\"https:\/\/www.saokim.com.vn\/blog\/wp-content\/uploads\/2015\/12\/brand-wheel.png\"><img fetchpriority=\"high\" decoding=\"async\" class=\"wp-image-317285 size-full\" src=\"https:\/\/www.saokim.com.vn\/blog\/wp-content\/uploads\/2015\/12\/brand-wheel.png\" alt=\"m\u00f4 h\u00ecnh th\u01b0\u01a1ng hi\u1ec7u\" width=\"691\" height=\"524\" srcset=\"https:\/\/www.saokim.com.vn\/blog\/wp-content\/uploads\/2015\/12\/brand-wheel.png 691w, https:\/\/www.saokim.com.vn\/blog\/wp-content\/uploads\/2015\/12\/brand-wheel-500x379.png 500w\" sizes=\"(max-width: 691px) 100vw, 691px\" \/><\/a><figcaption id=\"caption-attachment-317285\" class=\"wp-caption-text\"><span style=\"color: #000000;\">M\u00f4 h\u00ecnh b\u00e1nh xe th\u01b0\u01a1ng hi\u1ec7u<\/span><\/figcaption><\/figure>\n<p style=\"text-align: center;\"><span style=\"color: #000000;\"><strong>&nbsp;<\/strong><\/span><\/p>\n<p><span style=\"color: #000000;\"><strong>B\u00e1nh xe th\u01b0\u01a1ng hi\u1ec7u<\/strong> l\u00e0 m\u1ed9t c\u00f4ng c\u1ee5 d\u00f9ng \u0111\u1ec3 x\u00e1c \u0111\u1ecbnh n\u1ec1n t\u1ea3ng hay l\u00e0 gi\u00e1 tr\u1ecb c\u1ed1t l\u00f5i cho m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u. B\u00e1nh xe th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c minh h\u1ecda th\u00e0nh 4 ph\u1ea7n v\u1edbi 3 l\u1edbp. C\u00e1c y\u1ebfu t\u1ed1 c\u1ee7a b\u00e1nh xe th\u01b0\u01a1ng hi\u1ec7u&nbsp; \u0111\u01b0\u1ee3c ph\u00e1t tri\u1ec3n t\u1eeb l\u1edbp ngo\u00e0i v\u00e0o t\u1edbi l\u1edbp trong.<\/span><\/p>\n<h3><span style=\"color: #000000;\"><strong>L\u1edbp ngo\u00e0i c\u00f9ng bao&nbsp; g\u1ed3m 4 ph\u1ea7n:<\/strong><\/span><\/h3>\n<ul>\n<li><span style=\"color: #000000;\">T\u00f4i m\u00f4 t\u1ea3 s\u1ea3n ph\u1ea9m n\u00e0y nh\u01b0 th\u1ebf n\u00e0o?: m\u00f4 t\u1ea3 nh\u1eefng \u0111\u1eb7c t\u00ednh v\u1eadt ch\u1ea5t, l\u00fd t\u00ednh c\u1ee7a s\u1ea3n ph\u1ea9m<\/span><\/li>\n<li><span style=\"color: #000000;\">S\u1ea3n ph\u1ea9m mang l\u1ea1i \u0111i\u1ec1u g\u00ec cho t\u00f4i?: nh\u1eefng gi\u00e1 tr\u1ecb l\u1ee3i \u00edch m\u00e0 s\u1ea3n ph\u1ea9m c\u00f3 th\u1ec3 mang l\u1ea1i cho ng\u01b0\u1eddi s\u1eed d\u1ee5ng.<\/span><\/li>\n<li><span style=\"color: #000000;\">Th\u01b0\u01a1ng hi\u1ec7u khi\u1ebfn t\u00f4i tr\u00f4ng ra sao?: nh\u1eefng \u0111i\u1ec1u m\u00e0 ng\u01b0\u1eddi kh\u00e1c s\u1ebd ngh\u0129 v\u1ec1 ng\u01b0\u1eddi d\u00f9ng th\u01b0\u01a1ng hi\u1ec7u n\u00e0y<\/span><\/li>\n<li><span style=\"color: #000000;\">Th\u01b0\u01a1ng hi\u1ec7u khi\u1ebfn t\u00f4i c\u1ea3m th\u1ea5y th\u1ebf n\u00e0o?: nh\u1eefng \u0111i\u1ec1u m\u00e0 ng\u01b0\u1eddi s\u1eed d\u1ee5ng t\u1ef1 c\u1ea3m th\u1ea5y v\u1ec1 m\u00ecnh khi d\u00f9ng th\u01b0\u01a1ng hi\u1ec7u \u0111\u00f3<\/span><\/li>\n<\/ul>\n<p><span style=\"color: #000000;\">D\u1ef1a tr\u00ean l\u1edbp th\u1ee9 nh\u00e2t ph\u00e1t tri\u1ec3n \u0111\u01b0\u1ee3c l\u1edbp th\u1ee9 hai bao g\u1ed3m 2 ph\u1ea7n:<\/span><\/p>\n<ul>\n<li><span style=\"color: #000000;\">D\u1eef ki\u1ec7n\/ Bi\u1ec3u t\u01b0\u1ee3ng: D\u1eef ki\u1ec7n l\u00e0 nh\u1eefng y\u1ebfu t\u1ed1 thu\u1ed9c v\u1ec1 t\u00ednh ch\u1ea5t l\u00fd t\u00ednh c\u1ee7a s\u1ea3n ph\u1ea9m. Bi\u1ec3u t\u01b0\u1ee3ng l\u00e0 nh\u1eefng y\u1ebfu t\u1ed1 li\u00ean quan t\u1edbi h\u00ecnh \u1ea3nh \u0111\u1eb7c tr\u01b0ng c\u1ee7a s\u1ea3n ph\u1ea9m\/ th\u01b0\u01a1ng hi\u1ec7u<\/span><\/li>\n<li><span style=\"color: #000000;\">T\u00ednh c\u00e1ch th\u01b0\u01a1ng hi\u1ec7u: nh\u1eefng gi\u00e1 tr\u1ecb tinh th\u1ea7n c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u<\/span><\/li>\n<\/ul>\n<p><span style=\"color: #000000;\"><strong>T\u1eeb \u0111\u00f3 x\u00e1c \u0111\u1ecbnh \u0111\u01b0\u1ee3c l\u1edbp trong c\u00f9ng l\u00e0 \u201cGi\u00e1 tr\u1ecb c\u1ed1t l\u00f5i\u201d c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u<\/strong>: th\u01b0\u1eddng \u0111\u01b0\u1ee3c minh h\u1ecda b\u1edfi 3 \u2013 4 t\u1eeb<\/span><\/p>\n<ol start=\"2\">\n<li>\n<h2><span style=\"color: #000000;\"><strong>M\u00f4 h\u00ecnh b\u1ea3n s\u1eafc th\u01b0\u01a1ng hi\u1ec7u Kafferer \u2013 Brand Identity Prism<\/strong><\/span><\/h2>\n<\/li>\n<\/ol>\n<figure id=\"attachment_317283\" aria-describedby=\"caption-attachment-317283\" style=\"width: 772px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"wp-image-317283\" src=\"https:\/\/www.saokim.com.vn\/blog\/wp-content\/uploads\/2015\/12\/brand-prism1.png\" alt=\"brand prism\" width=\"772\" height=\"407\" srcset=\"https:\/\/www.saokim.com.vn\/blog\/wp-content\/uploads\/2015\/12\/brand-prism1.png 861w, https:\/\/www.saokim.com.vn\/blog\/wp-content\/uploads\/2015\/12\/brand-prism1-500x264.png 500w\" sizes=\"(max-width: 772px) 100vw, 772px\" \/><figcaption id=\"caption-attachment-317283\" class=\"wp-caption-text\"><span style=\"color: #000000;\">M\u00f4 h\u00ecnh b\u1ea3n s\u1eafc th\u01b0\u01a1ng hi\u1ec7u Kafferer<\/span><\/figcaption><\/figure>\n<p><span style=\"color: #000000;\">M\u00f4 h\u00ecnh n\u00e0y \u0111\u01b0\u1ee3c gi\u1edbi thi\u1ec7u b\u1edfi Kafferer v\u00e0o n\u0103m 2008 v\u00e0 \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng r\u1ed9ng r\u00e3i trong vi\u1ec7c x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u cho \u0111\u1ebfn nay. M\u00f4 h\u00ecnh l\u1ee5c l\u0103ng g\u1ed3m 6 y\u1ebfu t\u1ed1 , c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c chia theo chi\u1ec1u d\u1ecdc th\u00e0nh 2 kh\u00eda c\u1ea1nh l\u00e0 bi\u1ec3u hi\u1ec7n b\u00ean ngo\u00e0i (Externalisation) v\u00e0 bi\u1ec3u hi\u1ec7n b\u00ean trong (Internalisation) c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u, ho\u1eb7c c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c chia theo chi\u1ec1u ngang th\u00e0nh 2 kh\u00eda c\u1ea1nh l\u00e0 H\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c truy\u1ec1n \u0111i v\u00e0 H\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u nh\u1eadn \u0111\u01b0\u1ee3c.<\/span><\/p>\n<p><span style=\"color: #000000;\">Kh\u00e1c v\u1edbi m\u00f4 h\u00ecnh \u0111\u1ea7u ph\u00e1t tri\u1ec3n theo l\u1edbp t\u1eeb ngo\u00e0i v\u00e0o trong, v\u1edbi m\u00f4 h\u00ecnh Kafferer n\u00e0y, b\u1ea1n c\u00f3 th\u1ec3 ph\u00e2n t\u00edch c\u1ea5u tr\u00fac b\u1ea3n s\u1eafc th\u01b0\u01a1ng hi\u1ec7u b\u1eaft \u0111\u1ea7u theo chi\u1ec1u ngang ho\u1eb7c chi\u1ec1u d\u1ecdc b\u1eb1ng c\u00e1ch suy ngh\u0129 v\u00e0 ghi l\u1ea1i nh\u1eefng t\u1eeb ng\u1eef m\u00f4 t\u1ea3 v\u1ec1 t\u1eebng y\u1ebfu t\u1ed1 v\u00e0o \u00f4 t\u01b0\u01a1ng \u1ee9ng.<\/span><\/p>\n<ul>\n<li><span style=\"color: #000000;\"><strong>Physique<\/strong>: c\u00e1c y\u1ebfu t\u1ed1 nh\u01b0 bi\u1ec3u t\u01b0\u1ee3ng, m\u00e0u s\u1eafc<\/span><\/li>\n<li><span style=\"color: #000000;\"><strong>Personality<\/strong>: t\u00ednh c\u00e1ch c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u n\u1ebfu xem n\u00f3 nh\u01b0 m\u1ed9t con ng\u01b0\u1eddi<\/span><\/li>\n<li><span style=\"color: #000000;\"><strong>Culture<\/strong>: nh\u1eefng gi\u00e1 tr\u1ecb m\u00e0 th\u01b0\u01a1ng hi\u1ec7u theo \u0111u\u1ed5i v\u00e0 \u0111\u1ea1i di\u1ec7n<\/span><\/li>\n<li><span style=\"color: #000000;\"><strong>Relationship<\/strong>: m\u1ed1i quan h\u1ec7 gi\u1eefa th\u01b0\u01a1ng hi\u1ec7u v\u00e0 kh\u00e1ch h\u00e0ng<\/span><\/li>\n<li><span style=\"color: #000000;\"><strong>Reflection<\/strong>: ng\u01b0\u1eddi kh\u00e1c nh\u00ecn nh\u1eadn nh\u01b0 th\u1ebf n\u00e0o v\u1ec1 ng\u01b0\u1eddi s\u1eed d\u1ee5ng th\u01b0\u01a1ng hi\u1ec7u n\u00e0y<\/span><\/li>\n<li><span style=\"color: #000000;\"><strong>Self-image<\/strong>: kh\u00e1ch h\u00e0ng nh\u00ecn nh\u1eadn v\u1ec1 ch\u00ednh h\u1ecd nh\u01b0 th\u1ebf n\u00e0o khi h\u1ecd s\u1eed d\u1ee5ng th\u01b0\u01a1ng hi\u1ec7u<\/span><\/li>\n<\/ul>\n<h2><span style=\"color: #000000;\"><strong>3. M\u00f4 h\u00ecnh Ch\u00eca kh\u00f3a th\u01b0\u01a1ng hi\u1ec7u Brandkey<\/strong><\/span><\/h2>\n<figure id=\"attachment_317312\" aria-describedby=\"caption-attachment-317312\" style=\"width: 453px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"wp-image-317312\" src=\"https:\/\/www.saokim.com.vn\/blog\/wp-content\/uploads\/2015\/12\/91819558ae0649e958443cd3c3e07a6f.jpg\" alt=\"91819558ae0649e958443cd3c3e07a6f\" width=\"453\" height=\"658\"><figcaption id=\"caption-attachment-317312\" class=\"wp-caption-text\"><span style=\"color: #000000;\">M\u00f4 h\u00ecnh ch\u00eca kh\u00f3a th\u01b0\u01a1ng hi\u1ec7u<\/span><\/figcaption><\/figure>\n<p><span style=\"color: #000000;\">M\u00f4 h\u00ecnh n\u00e0y \u0111\u01b0\u1ee3c m\u00f4 t\u1ea3 b\u1edfi h\u00ecnh chi\u1ebfc \u1ed5 kh\u00f3a, bao g\u1ed3m 2 nh\u00f3m: nh\u00f3m \u1ea3nh h\u01b0\u1edfng v\u00e0 nh\u00f3m t\u1ea1o l\u1eadp. N\u1ebfu nh\u01b0 hai m\u00f4 h\u00ecnh \u1edf tr\u00ean ch\u00fa tr\u1ecdng t\u1edbi S\u1ef1 th\u1eadt ng\u1ea7m hi\u1ec3u v\u1ec1 kh\u00e1ch h\u00e0ng (customer insights) nhi\u1ec1u h\u01a1n th\u00ec m\u00f4 h\u00ecnh ch\u00eca kh\u00f3a n\u00e0y c\u00f3 t\u1ea7m bao qu\u00e1t r\u1ed9ng h\u01a1n khi nghi\u00ean c\u1ee9u c\u00e1c y\u1ebfu t\u1ed1 \u1ea3nh h\u01b0\u1edfng bao tr\u00f9m nh\u01b0 M\u00f4i tr\u01b0\u1eddng kinh doanh hay \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh.<\/span><\/p>\n<ul>\n<li>\n<h3><span style=\"color: #000000;\"><em><strong>Nh\u00f3m 1: Nh\u00f3m \u1ea3nh h\u01b0\u1edfng<\/strong><\/em><\/span><\/h3>\n<\/li>\n<\/ul>\n<p><span style=\"color: #000000;\"><strong><em>Root Strength:<\/em><\/strong>&nbsp;N\u1ec1n t\u1ea3ng gi\u00e1 tr\u1ecb&nbsp;c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u \u0111em \u0111\u1ebfn cho kh\u00e1ch h\u00e0ng c\u1ee7a m\u00ecnh, th\u1ec3 hi\u1ec7n th\u00f4ng qua th\u00f4ng \u0111i\u1ec7p\/tuy\u00ean ng\u00f4n\/l\u1eddi h\u1ee9a v\u00e0 nh\u1eefng h\u00e0nh \u0111\u1ed9ng c\u1ee5 th\u1ec3, c\u00f3 th\u1ec3 tr\u1ea3i nghi\u1ec7m \u0111\u01b0\u1ee3c.<\/span><\/p>\n<p><span style=\"color: #000000;\"><em><strong><img decoding=\"async\" title=\"More...\" src=\"data:image\/gif;base64,R0lGODlhAQABAIAAAAAAAP\/\/\/yH5BAEAAAAALAAAAAABAAEAAAIBRAA7\" alt=\"\" data-mce-placeholder=\"1\">Competitive environment:<\/strong><\/em>&nbsp;m\u00f4i tr\u01b0\u1eddng kinh doanh ti\u1ec1m n\u0103ng, \u0111\u1ed9 l\u1edbn th\u1ecb tr\u01b0\u1eddng, \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh , th\u01b0\u01a1ng hi\u1ec7u n\u00e0o l\u00e0 s\u1ed1 1 trong l\u0129nh v\u1ef1c kinh doanh.<\/span><\/p>\n<p><span style=\"color: #000000;\"><em><strong><img decoding=\"async\" title=\"More...\" src=\"data:image\/gif;base64,R0lGODlhAQABAIAAAAAAAP\/\/\/yH5BAEAAAAALAAAAAABAAEAAAIBRAA7\" alt=\"\" data-mce-placeholder=\"1\">Target:<\/strong><\/em>&nbsp;Kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau l\u00e0 ai? \u0110\u1ed9 tu\u1ed5i n\u00e0o? Th\u00f3i quen s\u1edf th\u00edch ra sao, nhu c\u1ea7u mong mu\u1ed1n c\u1ee7a h\u1ecd l\u00e0 g\u00ec? Y\u1ebfu t\u1ed1 n\u00e0o s\u1ebd \u1ea3nh h\u01b0\u1edfng t\u1edbi kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau c\u1ee7a b\u1ea1n?<\/span><\/p>\n<p><span style=\"color: #000000;\"><em><strong><img decoding=\"async\" title=\"More...\" src=\"data:image\/gif;base64,R0lGODlhAQABAIAAAAAAAP\/\/\/yH5BAEAAAAALAAAAAABAAEAAAIBRAA7\" alt=\"\" data-mce-placeholder=\"1\">Insight:<\/strong><\/em>&nbsp;Th\u1ea5u hi\u1ec3u kh\u00e1ch h\u00e0ng c\u1ea7n g\u00ec, mu\u1ed1n g\u00ec ? s\u1ea3n ph\u1ea9m gi\u1ea3i quy\u1ebft \u0111\u01b0\u1ee3c g\u00ec cho h\u1ecd?h\u1ecd t\u01b0\u01a1ng t\u00e1c ra sao v\u1edbi s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 c\u1ee7a doanh nghi\u1ec7p? Nhu c\u1ea7u c\u1ee7a th\u1ecb tr\u01b0\u1eddng hi\u1ec7n nay ra sao?<\/span><\/p>\n<ul>\n<li>\n<h3><span style=\"color: #000000;\"><em><strong><img decoding=\"async\" title=\"More...\" src=\"data:image\/gif;base64,R0lGODlhAQABAIAAAAAAAP\/\/\/yH5BAEAAAAALAAAAAABAAEAAAIBRAA7\" alt=\"\" data-mce-placeholder=\"1\">Nh\u00f3m 2: Nh\u00f3m t\u1ea1o l\u1eadp<\/strong><\/em><\/span><\/h3>\n<\/li>\n<\/ul>\n<p><span style=\"color: #000000;\"><strong><em>Benefits:<\/em>&nbsp;<\/strong>L\u1ee3i \u00edch c\u1ee7a kh\u00e1ch h\u00e0ng khi s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m,&nbsp;d\u1ecbch v\u1ee5. Bao g\u1ed3m c\u1ea3 l\u1ee3i \u00edch v\u1ec1 m\u1eb7t l\u00fd t\u00ednh c\u0169ng nh\u01b0 c\u1ea3m t\u00ednh.<\/span><\/p>\n<p><span style=\"color: #000000;\"><strong><em>Value, Personality, different:<\/em>&nbsp;<\/strong>Gi\u00e1 tr\u1ecb v\u00e0 c\u00e1 t\u00ednh \u0111\u1eb7c tr\u01b0ng c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u nh\u01b0 m\u1ed9t con ng\u01b0\u1eddi. \u0110i\u1ec3m kh\u00e1c bi\u1ec7t, \u0111\u1ed9c \u0111\u00e1o, duy nh\u1ea5t c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u.<\/span><\/p>\n<p><span style=\"color: #000000;\"><strong><em>Reason to Believe:<\/em>&nbsp;<\/strong>L\u00fd do khi\u1ebfn kh\u00e1ch h\u00e0ng \u0111\u1eb7t ni\u1ec1m tin v\u00e0o th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n ? (ph\u01b0\u01a1ng ch\u00e2m kinh doanh, th\u1ebf m\u1ea1nh s\u1ea3n ph\u1ea9m, ch\u1ea5t l\u01b0\u1ee3ng d\u1ecbch v\u1ee5\u2026 )<\/span><\/p>\n<p><span style=\"color: #000000;\"><strong><em>Core Value:<\/em>&nbsp;<\/strong>Gi\u00e1 tr\u1ecb c\u1ed1t l\u00f5i c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u, th\u1ee9 kh\u00f4ng th\u1ec3 thay th\u1ebf b\u1edfi b\u1ea5t c\u1ee9 y\u1ebfu t\u1ed1 n\u00e0o, m\u1ecdi ho\u1ea1t \u0111\u1ed9ng c\u1ee7a doanh nghi\u1ec7p \u0111\u1ec1u ph\u00e1t tri\u1ec3n xoay quanh \u0111i\u1ec1u n\u00e0y.<\/span><\/p>\n<h2><span style=\"color: #000000;\"><strong>4. M\u00f4 h\u00ecnh T\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u d\u1ef1a tr\u00ean kh\u00e1ch h\u00e0ng Keller<\/strong><\/span><\/h2>\n<figure id=\"attachment_317284\" aria-describedby=\"caption-attachment-317284\" style=\"width: 681px\" class=\"wp-caption aligncenter\"><a style=\"color: #000000;\" href=\"https:\/\/www.saokim.com.vn\/blog\/wp-content\/uploads\/2015\/12\/brand-pyramid.png\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-317284\" src=\"https:\/\/www.saokim.com.vn\/blog\/wp-content\/uploads\/2015\/12\/brand-pyramid.png\" alt=\"brand pyramid\" width=\"681\" height=\"455\" srcset=\"https:\/\/www.saokim.com.vn\/blog\/wp-content\/uploads\/2015\/12\/brand-pyramid.png 600w, https:\/\/www.saokim.com.vn\/blog\/wp-content\/uploads\/2015\/12\/brand-pyramid-500x334.png 500w\" sizes=\"(max-width: 681px) 100vw, 681px\" \/><\/a><figcaption id=\"caption-attachment-317284\" class=\"wp-caption-text\"><span style=\"color: #000000;\">M\u00f4 h\u00ecnh t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u Keller<\/span><\/figcaption><\/figure>\n<p><span style=\"color: #000000;\">M\u00f4 h\u00ecnh t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u d\u1ef1a tr\u00ean kh\u00e1ch h\u00e0ng \u0111\u01b0\u1ee3c gi\u1edbi thi\u1ec7u b\u1edfi Keller n\u0103m 2013, \u0111\u01b0a ra m\u1ed9t ch\u1ec9 d\u1eabn \u0111\u1ec3 x\u00e2y d\u1ef1ng h\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u m\u1ed9t c\u00e1ch b\u1ec1n v\u1eefng trong t\u00e2m tr\u00ed kh\u00e1ch h\u00e0ng qua 4 b\u01b0\u1edbc:<\/span><\/p>\n<p><span style=\"color: #000000;\"><strong>B\u01b0\u1edbc 1<\/strong>. B\u01b0\u1edbc \u0111\u1ea7u ti\u00ean l\u00e0 x\u00e2y d\u1ef1ng s\u1ef1 nh\u1eadn bi\u1ebft, c\u1ea7n ph\u1ea3i \u0111\u1ea3m b\u1ea3o \u0111\u01b0\u1ee3c l\u00e0 th\u01b0\u01a1ng hi\u1ec7u c\u00f3 m\u1ed9t \u0111i\u1ec3m \u0111\u1eb7c bi\u1ec7t n\u1ed5i tr\u1ed9i v\u00e0 d\u1ec5 ph\u00e2n bi\u1ec7t so v\u1edbi c\u00e1c th\u01b0\u01a1ng hi\u1ec7u c\u1ea1nh tranh.<\/span><\/p>\n<p><span style=\"color: #000000;\"><strong>B\u01b0\u1edbc 2.<\/strong> \u00dd ngh\u0129a c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c truy\u1ec1n t\u1ea3i th\u00f4ng qua 2 y\u1ebfu t\u1ed1: kh\u1ea3 n\u0103ng \u0111\u00e1p \u1ee9ng nhu c\u1ea7u kh\u00e1ch h\u00e0ng (Performance) v\u00e0 h\u00ecnh \u1ea3nh (Imagery).<\/span><\/p>\n<p><span style=\"color: #000000;\"><strong>B\u01b0\u1edbc 3.<\/strong> N\u1eafm b\u1eaft \u0111\u01b0\u1ee3c ph\u1ea3n \u1ee9ng c\u1ee7a kh\u00e1ch h\u00e0ng th\u00f4ng qua 2 y\u1ebfu t\u1ed1: \u0111\u00e1nh gi\u00e1 c\u1ee7a kh\u00e1ch h\u00e0ng (Judgement) v\u00e0 c\u1ea3m nh\u1eadn c\u1ee7a kh\u00e1ch h\u00e0ng (Feelings)<\/span><\/p>\n<p><span style=\"color: #000000;\"><strong>B\u01b0\u1edbc 4.<\/strong> Qu\u1ea3n l\u00fd m\u1ed1i quan h\u1ec7 v\u1edbi kh\u00e1ch h\u00e0ng v\u1edbi th\u01b0\u01a1ng hi\u1ec7u. M\u1ed1i quan h\u1ec7 n\u00e0y c\u00f3 th\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c \u1edf 4 m\u1ee9c \u0111\u1ed9: s\u1ef1 trung th\u00e0nh v\u1ec1 m\u1eb7t h\u00e0nh vi (mua h\u00e0ng), s\u1ef1 g\u1eafn k\u1ebft v\u1ec1 m\u1eb7t th\u00e1i \u0111\u1ed9 (tin t\u01b0\u1edfng), c\u1ea3m gi\u00e1c thu\u1ed9c v\u1ec1 m\u1ed9t c\u1ed9ng \u0111\u1ed3ng c\u00f3 chung gi\u00e1 tr\u1ecb (nh\u1eefng ng\u01b0\u1eddi s\u1eed d\u1ee5ng th\u01b0\u01a1ng hi\u1ec7u), s\u1ef1 g\u1eafn k\u1ebft ch\u1ee7 \u0111\u1ed9ng v\u1edbi th\u01b0\u01a1ng hi\u1ec7u (n\u00f3i v\u1ec1, b\u00e0n lu\u1eadn v\u1ec1, tham gia chia s\u1ebb v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u).<\/span><\/p>\n<p><span style=\"color: #000000;\">N\u1ebfu nh\u01b0 hai m\u00f4 h\u00ecnh \u0111\u1ea7u ti\u00ean \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng trong giai \u0111o\u1ea1n \u0111\u1ea7u khi m\u1edbi s\u00e1ng t\u1ea1o th\u01b0\u01a1ng hi\u1ec7u, th\u00ec m\u00f4 h\u00ecnh th\u1ee9 3 n\u00e0y \u0111\u01b0\u1ee3c \u00e1p d\u1ee5ng \u1edf giai \u0111o\u1ea1n b\u1eaft \u0111\u1ea7u truy\u1ec1n th\u00f4ng cho th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ec3 t\u1ea1o l\u1eadp m\u1ed1i quan h\u1ec7 v\u1edbi kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau.<\/span><\/p>\n<p><span style=\"color: #000000;\">Qua b\u00e0i vi\u1ebft n\u00e0y, Sao Kim mong b\u1ea1n \u0111\u00e3 n\u1eafm \u0111\u01b0\u1ee3c m\u1ed9t s\u1ed1 m\u00f4 h\u00ecnh c\u01a1 b\u1ea3n \u0111\u1ec3 <strong>ph\u00e2n t\u00edch th\u01b0\u01a1ng hi\u1ec7u<\/strong> c\u1ee7a m\u00ecnh. Trong&nbsp;lo\u1ea1t&nbsp;b\u00e0i vi\u1ebft ti\u1ebfp theo, Sao Kim s\u1ebd ti\u1ebfp t\u1ee5c gi\u1edbi thi\u1ec7u v\u1edbi c\u00e1c b\u1ea1n chi ti\u1ebft h\u01a1n c\u00e1ch \u1ee9ng d\u1ee5ng c\u00e1c m\u00f4 h\u00ecnh n\u00e0y trong ph\u00e2n t\u00edch v\u00e0 x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u qua c\u00e1c v\u00ed d\u1ee5 minh h\u1ecda th\u1ef1c t\u1ebf c\u00e1c case study m\u00e0 Sao Kim \u0111\u00e3 th\u1ef1c hi\u1ec7n.<\/span><\/p>\n<p><span style=\"color: #000000;\">Tham kh\u1ea3o th\u00eam nh\u1eefng b\u00e0i vi\u1ebft b\u1ed5 \u00edch kh\u00e1c c\u1ee7a Sao kim \u0111\u1ec3 <strong>x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u<\/strong> hi\u1ec7u qu\u1ea3!<\/span><\/p>\n<ul>\n<li><span style=\"color: #ff6600;\"><a style=\"color: #ff6600;\" href=\"https:\/\/www.saokim.com.vn\/blog\/kinh-nghiem\/5-buoc-don-gian-xay-dung-thuong-hieu-doanh-nghiep-nho-thanh-cong\/\">5 B\u01b0\u1edbc \u0111\u01a1n gi\u1ea3n \u0111\u1ec3 x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u cho nh\u1eefng doanh nghi\u1ec7p v\u1eeba v\u00e0 nh\u1ecf<\/a><\/span><\/li>\n<li><span style=\"color: #ff6600;\"><a style=\"color: #ff6600;\" href=\"https:\/\/www.saokim.com.vn\/blog\/tai-lieu-tham-khao\/top-10-bai-viet-duoc-doc-nhieu-nhat-cua-sao-kim\/\">Top 10 b\u00e0i vi\u1ebft \u0111\u01b0\u1ee3c \u0111\u1ecdc nhi\u1ec1u nh\u1ea5t trong n\u0103m 2018<\/a><\/span><\/li>\n<\/ul>\n<p><span style=\"color: #000000;\">\u0110\u1ec3 nh\u1eadn th\u00eam c\u00e1c t\u01b0 v\u1ea5n chuy\u00ean s\u00e2u t\u1eeb c\u00e1c chuy\u00ean gia thi\u1ebft k\u1ebf th\u01b0\u01a1ng hi\u1ec7u, b\u1ea1n c\u00f3 th\u1ec3 li\u00ean h\u1ec7 v\u1edbi ch\u00fang t\u00f4i qua s\u1ed1 m\u00e1y 0964.699.499&nbsp;ho\u1eb7c<strong> <a style=\"color: #000000;\" href=\"mailto:contact@www.saokim.com.vn\">contact@www.saokim.com.vn<\/a><\/strong><\/span><\/p>\n<div class=\"saokim-link-exchange\"><span id=\"link_1896428342\">&#10064; Tham kh\u1ea3o th\u00eam: <span class=\"txtlink\"><a href=\"https:\/\/www.saokim.com.vn\/dich-vu\/bao-cao-thuong-nien\/\" target=\"_blank\" rel=\"dofollow\" title=\"b\u00e1o c\u00e1o th\u01b0\u1eddng ni\u00ean\">B\u00e1o c\u00e1o th\u01b0\u1eddng ni\u00ean<\/a> <\/span>, <span class=\"txtlink\"><a href=\"http:\/\/logodep.vn\" target=\"_blank\" rel=\"dofollow\" title=\"m\u1eabu logo \u0111\u1eb9p\">M\u1eabu logo \u0111\u1eb9p<\/a> <\/span>, <span class=\"txtlink\"><a href=\"http:\/\/Nhandienthuonghieukhachsan.com\" target=\"_blank\" rel=\"dofollow\" title=\"nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u kh\u00e1ch s\u1ea1n\">Nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u kh\u00e1ch s\u1ea1n<\/a> <\/span><\/span><\/div><div class=\"clearfix\"><\/div>","protected":false},"excerpt":{"rendered":"<p>C\u00f3 r\u1ea5t nhi\u1ec1u m\u00f4 h\u00ecnh th\u01b0\u01a1ng hi\u1ec7u h\u1eefu \u00edch \u0111\u1ec3 b\u1ea1n c\u00f3 th\u1ec3 ph\u00e2n t\u00edch c\u1ea5u tr\u00fac th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u00ecnh nh\u1eb1m hi\u1ec3u s\u00e2u s\u1eafc n\u00f3 v\u00e0 \u0111\u1ec1 ra nh\u1eefng chi\u1ebfn l\u01b0\u1ee3c ph\u00e1t tri\u1ec3n cho t\u01b0\u01a1ng lai. Sau \u0111\u00e2y Sao Kim s\u1ebd gi\u1edbi thi\u1ec7u v\u1edbi b\u1ea1n 4&nbsp;m\u00f4 h\u00ecnh kh\u00e1 hi\u1ec7u qu\u1ea3 \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng b\u1edfi [&hellip;]<\/p>\n","protected":false},"author":16,"featured_media":296187,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[10],"tags":[23,380,381],"class_list":["post-317437","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-xay-dung-thuong-hieu","tag-brand-building","tag-brand-model","tag-brand-strategy"],"acf":[],"views":12010,"_links":{"self":[{"href":"https:\/\/www.saokim.com.vn\/blog\/wp-json\/wp\/v2\/posts\/317437","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.saokim.com.vn\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.saokim.com.vn\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.saokim.com.vn\/blog\/wp-json\/wp\/v2\/users\/16"}],"replies":[{"embeddable":true,"href":"https:\/\/www.saokim.com.vn\/blog\/wp-json\/wp\/v2\/comments?post=317437"}],"version-history":[{"count":0,"href":"https:\/\/www.saokim.com.vn\/blog\/wp-json\/wp\/v2\/posts\/317437\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.saokim.com.vn\/blog\/wp-json\/wp\/v2\/media\/296187"}],"wp:attachment":[{"href":"https:\/\/www.saokim.com.vn\/blog\/wp-json\/wp\/v2\/media?parent=317437"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.saokim.com.vn\/blog\/wp-json\/wp\/v2\/categories?post=317437"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.saokim.com.vn\/blog\/wp-json\/wp\/v2\/tags?post=317437"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}