{"id":317536,"date":"2016-01-18T12:23:00","date_gmt":"2016-01-18T05:23:00","guid":{"rendered":"https:\/\/www.saokim.com.vn\/blog\/?p=317536"},"modified":"2022-11-14T17:06:31","modified_gmt":"2022-11-14T10:06:31","slug":"mo-hinh-brandkey-ap-dung-phan-tich-thuong-hieu-apple","status":"publish","type":"post","link":"https:\/\/www.saokim.com.vn\/blog\/xay-dung-thuong-hieu\/mo-hinh-brandkey-ap-dung-phan-tich-thuong-hieu-apple\/","title":{"rendered":"M\u00f4 h\u00ecnh brandkey \u00e1p d\u1ee5ng ph\u00e2n t\u00edch th\u01b0\u01a1ng hi\u1ec7u Apple"},"content":{"rendered":"\n

Trong b\u00e0i vi\u1ebft tr\u01b0\u1edbc, Sao Kim<\/strong><\/a> \u0111\u00e3 gi\u1edbi thi\u1ec7u 4 m\u00f4 h\u00ecnh ch\u00ednh d\u00f9ng \u0111\u1ec3 ph\u00e2n t\u00edch th\u01b0\u01a1ng hi\u1ec7u<\/strong><\/a>, <\/span>trong \u0111\u00f3 c\u00f3 m\u00f4 h\u00ecnh brand key. Trong b\u00e0i vi\u1ebft l\u1ea7n n\u00e0y, ch\u00fang t\u00f4i s\u1ebd d\u00f9ng m\u00f4 h\u00ecnh n\u00e0y \u0111\u1ec3 ph\u00e2n t\u00edch th\u01b0\u01a1ng hi\u1ec7u Apple l\u00e0m v\u00ed d\u1ee5 minh h\u1ecda.<\/span><\/p>\n\n\n\n

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\"M\u00f4
M\u00f4 h\u00ecnh Brandkey cho Apple<\/span><\/figcaption><\/figure><\/div>\n\n\n\n
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M\u00f4 h\u00ecnh Brandkey<\/span><\/h2>\n\n\n\n

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

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Nh\u00f3m 1: Nh\u00f3m \u1ea3nh h\u01b0\u1edfng<\/span><\/h3>\n\n\n\n

Root Strength:<\/em><\/strong> N\u1ec1n t\u1ea3ng gi\u00e1 tr\u1ecb 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\n\n\n

\"\"Competitive environment:<\/strong><\/em> 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\n\n\n

\"\"Target:<\/strong><\/em> 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\n\n\n

\"\"Insight:<\/strong><\/em> 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\n\n\n

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\"\"Nh\u00f3m 2: Nh\u00f3m t\u1ea1o l\u1eadp<\/span><\/h3>\n\n\n\n

Benefits:<\/em> <\/strong>L\u1ee3i \u00edch c\u1ee7a kh\u00e1ch h\u00e0ng khi s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m, 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\n\n\n

Value, Personality, Beliefs:<\/em> <\/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\n\n\n

Reason to Believe:<\/em> <\/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\n\n\n

Core Value:<\/em> <\/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\n\n\n

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Xem ngay: Gi\u1ea3i ph\u00e1p x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u chuy\u00ean nghi\u1ec7p<\/strong><\/a> cho doanh nghi\u1ec7p<\/em><\/p>\n\n\n\n

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M\u00f4 h\u00ecnh Brandkey cho Apple<\/span><\/h2>\n\n\n\n
\"\u00c1p<\/figure><\/div>\n\n\n\n
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1. Root strength – Th\u1ebf m\u1ea1nh c\u1ed1t l\u00f5i<\/span><\/h3>\n\n\n\n

Th\u1ebf m\u1ea1nh c\u1ee7a Apple l\u00e0 s\u1ea3n ph\u1ea9m c\u00f4ng ngh\u1ec7 c\u00f3 thi\u1ebft k\u1ebf v\u01b0\u1ee3t tr\u1ed9i v\u00e0 kh\u00e1c bi\u1ec7t. Trong khi c\u00e1c c\u00f4ng ty c\u00f4ng ngh\u1ec7 kh\u00e1c th\u01b0\u1eddng c\u1ea1nh tranh v\u1ec1 t\u00ednh n\u0103ng s\u1ea3n ph\u1ea9m, t\u1ed1c \u0111\u1ed9 x\u1eed l\u00fd ph\u1ea7n m\u1ec1m, c\u00f4ng ngh\u1ec7 ph\u1ea7n c\u1ee9ng… th\u00ec Apple x\u00e1c \u0111\u1ecbnh th\u1ebf m\u1ea1nh c\u1ee7a m\u00ecnh n\u1eb1m ch\u00ednh \u1edf thi\u1ebft k\u1ebf, khi\u1ebfn m\u1ecdi s\u1ea3n ph\u1ea9m c\u1ee7a h\u00e3ng gi\u1ed1ng nh\u01b0 m\u1ed9t t\u00e1c ph\u1ea9m ngh\u1ec7 thu\u1eadt.<\/span><\/p>\n\n\n\n

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2. Competitive environment – M\u00f4i tr\u01b0\u1eddng c\u1ea1nh tranh<\/span><\/h3>\n\n\n\n

M\u00f4i tr\u01b0\u1eddng c\u1ea1nh tranh trong ng\u00e0nh c\u00f4ng ngh\u1ec7 v\u1ed1n lu\u00f4n kh\u1ed1c li\u1ec7t, \u0111\u1ed3ng th\u1eddi l\u1ea1i lu\u00f4n thay \u0111\u1ed5i kh\u00f3 l\u01b0\u1eddng n\u00ean t\u1ea5t c\u1ea3 nh\u1eefng doanh nghi\u1ec7p gia nh\u1eadp ng\u00e0nh \u0111\u1ec1u c\u1ea7n ph\u1ea3i c\u1ea1nh tranh trong vi\u1ec7c \u0111\u00f3n \u0111\u1ea7u xu th\u1ebf c\u1ee7a s\u1ef1 ph\u00e1t tri\u1ec3n c\u1ee7a c\u00f4ng ngh\u1ec7 v\u00e0 th\u1ecb hi\u1ebfu ng\u01b0\u1eddi ti\u00eau d\u00f9ng.<\/span><\/p>\n\n\n\n

C\u00e1c \u0111\u1ed1i th\u1ee7 ch\u00ednh c\u1ee7a Apple l\u00e0 Samsung, Nokia, HTC, Dell, HP, m\u1ed7i \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh v\u1edbi Apple trong m\u1ed9t v\u00e0i ph\u00e2n kh\u00fac nh\u01b0 \u0111i\u1ec7n tho\u1ea1i, m\u00e1y t\u00ednh, tablet, m\u00e1y nghe nh\u1ea1c… Trong \u0111\u00f3 Samsung c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c \u0111\u00e1nh gi\u00e1 l\u00e0 \u0111\u1ed1i th\u1ee7 tr\u1ef1c ti\u1ebfp c\u1ea1nh tranh v\u1edbi Apple gay g\u1eaft nh\u1ea5t tr\u00ean m\u1ecdi ph\u00e2n kh\u00fac.<\/span><\/p>\n\n\n\n

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3. Target – \u0110\u1ed1i t\u01b0\u1ee3ng m\u1ee5c ti\u00eau<\/span><\/h3>\n\n\n\n

\u0110\u1ed1i t\u01b0\u1ee3ng ch\u00ednh m\u00e0 Apple h\u01b0\u1edbng t\u1edbi l\u00e0 nh\u1eefng t\u00edn \u0111\u1ed3 c\u00f4ng ngh\u1ec7- ch\u1ee7 y\u1ebfu l\u00e0 nam gi\u1edbi \u0111\u1ed9 tu\u1ed5i 18-40.<\/span><\/p>\n\n\n\n

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4. Insight<\/span><\/h3>\n\n\n\n

Nh\u1eefng ng\u01b0\u1eddi y\u00eau Apple th\u01b0\u1eddng l\u00e0 ng\u01b0\u1eddi y\u00eau c\u00f4ng ngh\u1ec7, c\u00e1i \u0111\u1eb9p, s\u1ef1 s\u00e1ng t\u1ea1o, s\u1ef1 tinh t\u1ebf thanh l\u1ecbch. Trong \u0111\u00f3, ng\u00e0nh s\u00e1ng t\u1ea1o th\u01b0\u1eddng l\u00e0 fan ru\u1ed9t c\u1ee7a Apple.<\/span><\/p>\n\n\n\n

Apple \u0111\u00e3 tr\u1edf th\u00e0nh “h\u1ec7 t\u01b0 t\u01b0\u1edfng”, b\u1ea5t k\u1ef3 ai c\u0169ng c\u00f3 th\u1ec3 l\u00e0 kh\u00e1ch h\u00e0ng c\u1ee7a h\u1ecd, cho d\u00f9 l\u00e0 doanh nh\u00e2n, l\u1eadp tr\u00ecnh vi\u00ean…. ch\u1ec9 c\u1ea7n y\u00eau c\u00e1i \u0111\u1eb9p, s\u1ef1 tinh t\u1ebf, \u0111\u1ed9t ph\u00e1, d\u1eabn \u0111\u1ea7u…<\/span><\/p>\n\n\n\n

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5. Benefits – L\u1ee3i \u00edch<\/span><\/h3>\n\n\n\n

Apple x\u00e1c \u0111\u1ecbnh c\u00e1c s\u1ea3n ph\u1ea9m c\u00f4ng ngh\u1ec7 c\u1ee7a m\u00ecnh kh\u00f4ng ch\u1ec9 \u0111\u00e1p \u1ee9ng nh\u1eefng l\u1ee3i \u00edch l\u00fd t\u00ednh nh\u01b0 gi\u00fap cu\u1ed9c s\u1ed1ng ti\u1ec7n nghi h\u01a1n, gi\u00fap x\u1eed l\u00fd c\u00f4ng vi\u1ec7c hi\u1ec7u qu\u1ea3 h\u01a1n, gi\u00fap k\u1ebft n\u1ed1i con ng\u01b0\u1eddi, m\u00e0 c\u00f2n nh\u1ea5n m\u1ea1nh \u0111\u1ebfn gi\u00e1 tr\u1ecb c\u1ea3m x\u00fac l\u00e0 gi\u00fap ng\u01b0\u1eddi d\u00f9ng th\u1ec3 hi\u1ec7n gi\u00e1 tr\u1ecb b\u1ea3n th\u00e2n.<\/span><\/p>\n\n\n\n

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6. Values, Beliefs, Personality – Gi\u00e1 tr\u1ecb, Ni\u1ec1m tin, C\u00e1 t\u00ednh<\/span><\/h3>\n\n\n\n

N\u1ebfu coi Apple nh\u01b0 m\u1ed9t con ng\u01b0\u1eddi th\u00ec c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c m\u00f4 t\u1ea3 b\u1edfi nh\u1eefng t\u00ednh t\u1eeb nh\u01b0: S\u00e1ng t\u1ea1o, Phong c\u00e1ch, \u0110\u01a1n gi\u1ea3n, \u0110\u1ed5i m\u1edbi, T\u1ef1 do<\/span><\/p>\n\n\n\n

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7. Reason to believe – L\u00fd do tin t\u01b0\u1edfng<\/span><\/h3>\n\n\n\n

C\u00e1c s\u1ea3n ph\u1ea9m c\u1ee7a Apple \u0111\u1ec1u \u0111\u01b0\u1ee3c ch\u00fa tr\u1ecdng t\u1eeb ph\u1ea7n c\u1ee9ng \u0111\u1ebfn c\u00e1c ph\u1ea7n m\u1ec1m \u0111i k\u00e8m. B\u1ea5t c\u1ee9 s\u1ea3n ph\u1ea9m \u201ci\u201d n\u00e0o c\u1ee7a Apple, t\u1eeb Mac, Tune, Phone, \u0111\u1ebfn Pad \u0111\u1ec1u \u0111\u1ed3ng ngh\u0129a v\u1edbi v\u1edbi \u201cph\u00e9p m\u00e0u\u201d c\u00f4ng ngh\u1ec7 t\u00e2n ti\u1ebfn nh\u1ea5t.<\/span><\/p>\n\n\n\n

Trong n\u0103m 2015, s\u1ef1 th\u00e0nh c\u00f4ng c\u1ee7a b\u1ed9 \u0111\u00f4i smartphone iPhone 6 v\u00e0 6 Plus \u0111\u00e3 tr\u1edf th\u00e0nh b\u1ec7 ph\u00f3ng \u0111\u01b0a Apple tr\u1edf l\u1ea1i v\u1edbi v\u1ecb tr\u00ed th\u01b0\u01a1ng hi\u1ec7u gi\u00e1 tr\u1ecb nh\u1ea5t th\u1ebf gi\u1edbi. Ch\u1ec9 trong m\u1ed9t n\u0103m, gi\u00e1 tr\u1ecb c\u1ee7a Apple \u0111\u00e3 t\u0103ng t\u1edbi 67%, \u0111\u1ea1t con s\u1ed1 kh\u1ed5ng l\u1ed3 247 t\u1ef7 USD.<\/span><\/p>\n\n\n\n

V\u00e0 c\u00f9ng tri\u1ebft l\u00fd \u0111\u00f3, M1 \u0111\u00e3 ra \u0111\u1eddi t\u1ea1o ra cu\u1ed9c c\u00e1ch m\u1ea1ng chip laptop.<\/p>\n\n\n\n

V\u00e0 ti\u1ebfp \u0111\u00f3, M1 ultra l\u1ea1i g\u00e2y b\u1ea5t ng\u1edd b\u1edfi c\u00f4ng ngh\u1ec7 “h\u1ee3p th\u1ec3” c\u00f3 m\u1ed9t kh\u00f4ng hai.<\/p>\n\n\n\n

Li\u00ean ti\u1ebfp t\u1ea1o ra \u0111\u01b0\u1ee3c nh\u1eefng \u0111i\u1ec1u \u0111\u00f3, Apple cho kh\u00e1ch h\u00e0ng th\u00eam l\u00fd do \u0111\u1ec3 tin t\u01b0\u1edfng v\u00e0o th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n\n\n\n

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8. Discriminator – \u0110i\u1ec3m kh\u00e1c bi\u1ec7t<\/span><\/h3>\n\n\n\n

\u0110\u1ee9ng tr\u01b0\u1edbc nhi\u1ec1u \u0111\u1ed1i th\u1ee7 n\u1eb7ng k\u00fd kh\u00e1c v\u1ec1 s\u1ee9c m\u1ea1nh c\u00f4ng ngh\u1ec7, \u0111\u1ed9i ng\u0169 Apple \u0111\u00e3 l\u1ef1a ch\u1ecdn \u0111\u1ecbnh h\u01b0\u1edbng kh\u00e1c r\u1ea5t th\u00f4ng minh cho c\u00e1c s\u1ea3n ph\u1ea9m \u201cI\u201d.<\/span><\/p>\n\n\n\n

\u0110\u01b0\u1ee3c cho l\u00e0 d\u1ef1a tr\u00ean l\u00fd thuy\u1ebft b\u1ea3n s\u1eafc x\u00e3 h\u1ed9i ( Social Identity Theory), Apple \u0111\u00e3 s\u1eed d\u1ee5ng s\u1ef1 ph\u00e2n bi\u1ec7t m\u1ea1nh m\u1ebd c\u1ee7a s\u1ea3n ph\u1ea9m \u0111\u1ec3 t\u1ea1o \u0111i\u1ec3m kh\u00e1c bi\u1ec7t.<\/span><\/p>\n\n\n\n

V\u1ec1 c\u01a1 b\u1ea3n, l\u00fd thuy\u1ebft n\u00e0y ch\u1ec9 ra r\u1eb1ng c\u00e1i t\u00f4i c\u1ee7a b\u1ea1n \u0111\u01b0\u1ee3c x\u00e2y d\u1ef1ng d\u1ef1a tr\u00ean nh\u00f3m x\u00e3 h\u1ed9i ho\u1eb7c nh\u00f3m m\u00e0 b\u1ea1n ngh\u0129 r\u1eb1ng m\u00ecnh l\u00e0 m\u1ed9t ph\u1ea7n trong \u0111\u00f3.<\/span><\/p>\n\n\n\n

V\u00e0 Apple \u0111\u00e3 t\u1ea1o ra c\u00e1c s\u1ea3n ph\u1ea9m v\u1edbi nh\u1eefng giao di\u1ec7n, t\u00ednh n\u0103ng khi\u1ebfn kh\u00e1ch h\u00e0ng c\u1ea3m nh\u1eadn r\u1eb1ng h\u1ecd kh\u00e1c bi\u1ec7t ho\u00e0n to\u00e0n so v\u1edbi nh\u1eefng ng\u01b0\u1eddi s\u1eed d\u1ee5ng c\u00e1c th\u01b0\u01a1ng hi\u1ec7u kh\u00e1c.<\/span><\/p>\n\n\n\n

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9. Essence – B\u1ea3n s\u1eafc th\u01b0\u01a1ng hi\u1ec7u<\/span><\/h3>\n\n\n\n

Cu\u1ed1i c\u00f9ng, b\u1ea3n s\u1eafc \u0111\u1ed9c \u0111\u00e1o khi m\u00e0 ch\u00fang ta li\u00ean t\u01b0\u1edfng t\u1edbi th\u01b0\u01a1ng hi\u1ec7u Apple ch\u00ednh l\u00e0: C\u00f4ng ngh\u1ec7, S\u00e1ng t\u1ea1o, Kh\u00e1c bi\u1ec7t, Tinh t\u1ebf. B\u1ea3n s\u1eafc n\u00e0y \u0111\u00e3 \u0111\u01b0\u1ee3c truy\u1ec1n th\u00f4ng r\u1ea5t hi\u1ec7u qu\u1ea3 v\u00e0 th\u00e0nh c\u00f4ng qua nh\u1eadn di\u1ec7n\u00a0v\u00e0 h\u00e0nh vi th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a Apple su\u1ed1t bao n\u0103m qua.<\/span><\/p>\n\n\n\n

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

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