{"id":317720,"date":"2016-05-19T22:28:36","date_gmt":"2016-05-19T15:28:36","guid":{"rendered":"https:\/\/www.saokim.com.vn\/blog\/?p=317720"},"modified":"2019-07-01T15:52:19","modified_gmt":"2019-07-01T08:52:19","slug":"5-cau-hoi-giup-danh-gia-hien-trang-thuong-hieu","status":"publish","type":"post","link":"https:\/\/www.saokim.com.vn\/blog\/xay-dung-thuong-hieu\/5-cau-hoi-giup-danh-gia-hien-trang-thuong-hieu\/","title":{"rendered":"5 c\u00e2u h\u1ecfi gi\u00fap \u0111\u00e1nh gi\u00e1 hi\u1ec7n tr\u1ea1ng th\u01b0\u01a1ng hi\u1ec7u"},"content":{"rendered":"

Vi\u1ec7c \u0111\u00e1nh gi\u00e1 hi\u1ec7n tr\u1ea1ng th\u01b0\u01a1ng hi\u1ec7u<\/a><\/strong><\/span> (brand audit) th\u01b0\u1eddng xuy\u00ean l\u00e0 c\u1ea7n thi\u1ebft gi\u00fap doanh nghi\u1ec7p ki\u1ec3m so\u00e1t qu\u00e1 tr\u00ecnh x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u<\/a> <\/span><\/strong>v\u00e0 c\u00f3 nh\u1eefng bi\u1ec7n ph\u00e1p \u0111i\u1ec1u ch\u1ec9nh c\u1ea7n thi\u1ebft. 5 c\u00e2u h\u1ecfi d\u01b0\u1edbi \u0111\u00e2y s\u1ebd gi\u00fap doanh nghi\u1ec7p \u0111\u1ecbnh h\u01b0\u1edbng v\u00e0 l\u00ean k\u1ebf ho\u1ea1ch cho c\u00f4ng vi\u1ec7c n\u00e0y.<\/span><\/p>\n

\"Brand_audit-300x220\"<\/span><\/p>\n

T\u1ea6M NH\u00ccN, S\u1ee8 M\u1ec6NH, GI\u00c1 TR\u1eca C\u1ed0T L\u00d5I, C\u1ee6A TH\u01af\u01a0NG HI\u1ec6U?<\/span><\/h2>\n

C\u00f4ng vi\u1ec7c \u0111\u1ea7u ti\u00ean l\u00e0 b\u1ea1n c\u1ea7n nh\u00ecn l\u1ea1i nh\u1eefng gi\u00e1 tr\u1ecb m\u00e0 b\u1ea1n \u0111\u00e3 \u0111\u1ec1 ra ban \u0111\u1ea7u khi th\u00e0nh l\u1eadp doanh nghi\u1ec7p. Nh\u1eefng n\u1ec1n t\u1ea3ng n\u00e0y g\u1ed3m c\u00f3 t\u1ea7m nh\u00ecn, s\u1ee9 m\u1ec7nh, gi\u00e1 tr\u1ecb c\u1ed1t l\u00f5i c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u. Vi\u1ec7c hi\u1ec3u r\u00f5 gi\u00e1 tr\u1ecb m\u00e0 m\u00ecnh theo \u0111u\u1ed5i\u00a0l\u00e0 \u0111i\u1ec1u ki\u1ec7n ti\u00ean quy\u1ebft \u0111\u1ec3 so s\u00e1nh xem li\u1ec7u nh\u1eefng n\u1ed7 l\u1ef1c trong th\u1eddi gian qua c\u00f3 gi\u00fap b\u1ea1n \u0111i \u0111\u00fang h\u01b0\u1edbng.<\/span><\/p>\n

N\u1ebfu b\u1ea1n v\u1eabn b\u0103n kho\u0103n v\u1ec1 c\u00e1ch \u0111\u1ec3 ph\u00e2n t\u00edch c\u00e1c gi\u00e1 tr\u1ecb c\u1ed1t l\u00f5i c\u1ee7a doanh nghi\u1ec7p m\u00ecnh l\u00e0m \u0111\u1ecbnh h\u01b0\u1edbng ph\u00e1t tri\u1ec3n, b\u1ea1n c\u00f3 th\u1ec3 tham kh\u1ea3o th\u00eam b\u00e0i vi\u1ebft v\u1ec1 c\u00e1c m\u00f4 h\u00ecnh ph\u00e2n t\u00edch th\u01b0\u01a1ng hi\u1ec7u<\/a> <\/span><\/strong>c\u1ee7a Sao Kim.<\/span><\/p>\n

DOANH NGHI\u1ec6P B\u1ea0N \u0110ANG C\u00d3 NH\u1eeeNG THAY \u0110\u1ed4I N\u00c0O \u0110\u00c1NG K\u1ec2?<\/span><\/h2>\n

B\u01b0\u1edbc ti\u1ebfp theo l\u00e0 b\u1ea1n n\u00ean r\u00e0 so\u00e1t l\u1ea1i nh\u1eefng thay \u0111\u1ed5i c\u00f3 th\u1ec3 c\u00f3 trong chi\u1ebfn l\u01b0\u1ee3c kinh doanh, chi\u1ebfn l\u01b0\u1ee3c s\u1ea3n ph\u1ea9m, v\u00e0 \u0111\u1ecbnh h\u01b0\u1edbng trong th\u1eddi gian t\u1edbi. Nh\u1eefng \u0111\u1ecbnh h\u01b0\u1edbng t\u01b0\u01a1ng lai c\u00f3 th\u1ec3 xu\u1ea5t ph\u00e1t t\u1eeb b\u1ea3n th\u00e2n doanh nghi\u1ec7p ho\u1eb7c t\u1eeb c\u01a1 h\u1ed9i v\u00e0\u00a0th\u00e1ch th\u1ee9c c\u1ee7a th\u1ecb tr\u01b0\u1eddng. Nh\u1eefng thay \u0111\u1ed5i n\u00e0y c\u1ea7n \u0111\u01b0\u1ee3c ph\u00e2n t\u00edch l\u00e0m r\u00f5, v\u00ec ch\u00fang s\u1ebd d\u1eabn t\u1edbi nh\u1eefng thay \u0111\u1ed5i v\u1ec1 chi\u1ebfn l\u01b0\u1ee3c truy\u1ec1n th\u00f4ng th\u01b0\u01a1ng hi\u1ec7u<\/strong> c\u1ee7a b\u1ea1n v\u1ec1 sau.<\/span><\/p>\n

NH\u00c2N VI\u00caN DOANH NGHI\u1ec6P C\u00d3 C\u1ea2M NH\u1eacN V\u1ec0 TH\u01af\u01a0NG HI\u1ec6U RA SAO?<\/span><\/h2>\n

Ti\u1ebfp theo l\u00e0 b\u01b0\u1edbc \u0111i\u1ec1u tra c\u1ea3m nh\u1eadn th\u01b0\u01a1ng hi\u1ec7u, \u0111\u01b0\u1ee3c ti\u1ebfn h\u00e0nh theo c\u1ea3 hai h\u01b0\u1edbng: t\u1eeb trong ra ngo\u00e0i (inside out) v\u00e0 t\u1eeb ngo\u00e0i v\u00e0o trong (outside in). \u0110i\u1ec1u tra c\u1ea3m nh\u1eadn c\u1ee7a nh\u00e2n vi\u00ean doanh nghi\u1ec7p l\u00e0 b\u01b0\u1edbc inside out nh\u1eb1m m\u1ee5c \u0111\u00edch t\u00ecm hi\u1ec3u xem nh\u1eefng ng\u01b0\u1eddi l\u00e0m vi\u1ec7c trong doanh nghi\u1ec7p li\u1ec7u c\u00f3 hi\u1ec3u v\u1ec1 tri\u1ebft l\u00fd v\u00e0 gi\u00e1 tr\u1ecb doanh nghi\u1ec7p theo \u0111u\u1ed5i hay kh\u00f4ng. \u0110i\u1ec1u n\u00e0y l\u00e0 h\u1ebft s\u1ee9c quan tr\u1ecdng b\u1edfi m\u1ed7i m\u1ed9t nh\u00e2n vi\u00ean l\u00e0 m\u1ed9t \u0111\u1ea1i s\u1ee9 cho th\u01b0\u01a1ng hi\u1ec7u doanh nghi\u1ec7p. H\u1ecd kh\u00f4ng th\u1ec3 \u0111\u1ea1i di\u1ec7n cho doanh nghi\u1ec7p khi kh\u00f4ng n\u1eafm \u0111\u01b0\u1ee3c c\u00e1c gi\u00e1 tr\u1ecb n\u00e0y. B\u01b0\u1edbc \u0111i\u1ec1u tra n\u00e0y c\u00f3 th\u1ec3 cho b\u1ea1n th\u00eam nh\u1eefng g\u1ee3i \u00fd v\u1ec1 vi\u1ec7c truy\u1ec1n th\u00f4ng\u00a0n\u1ed9i b\u1ed9, ho\u1eb7c \u0111i\u1ec1u ch\u1ec9nh v\u1ec1 gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u.<\/span><\/p>\n

KH\u00c1CH H\u00c0NG \u0110\u1ed0I T\u00c1C C\u00d3 C\u1ea2M NH\u1eacN V\u1ec0 TH\u01af\u01a0NG HI\u1ec6U RA SAO?<\/span><\/h2>\n

\u0110i\u1ec1u tra c\u1ea3m nh\u1eadn th\u01b0\u01a1ng hi\u1ec7u theo h\u01b0\u1edbng outside in l\u00e0 \u0111i\u1ec1u tra nh\u1eefng ng\u01b0\u1eddi b\u00ean ngo\u00e0i c\u00f3 ti\u1ebfp x\u00fac v\u1edbi th\u01b0\u01a1ng hi\u1ec7u, ph\u1ed5 bi\u1ebfn nh\u1ea5t nh\u01b0 l\u00e0 kh\u00e1ch h\u00e0ng, \u0111\u1ed1i t\u00e1c, ngo\u00e0i ra c\u00f2n c\u00f3 nh\u00e0 \u0111\u1ea7u t\u01b0 v\u00e0 c\u00f4ng ch\u00fang. C\u00f4ng vi\u1ec7c n\u00e0y nh\u1eb1m t\u00ecm hi\u1ec3u xem nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u v\u00e0 h\u00e0nh vi th\u01b0\u01a1ng hi\u1ec7u li\u1ec7u c\u00f3 nh\u1ea5t qu\u00e1n trong t\u00e2m tr\u00ed nh\u1eefng \u0111\u1ed1i t\u01b0\u1ee3ng \u0111\u1ec1 c\u1eadp tr\u00ean hay kh\u00f4ng.<\/span><\/p>\n

N\u1ec0N T\u1ea2NG TH\u01af\u01a0NG HI\u1ec6U \u0110\u1ec0 RA BAN \u0110\u1ea6U C\u00d3 C\u00d2N PH\u00d9 H\u1ee2P?<\/span><\/h2>\n

T\u1eeb nh\u1eefng th\u00f4ng tin thu th\u1eadp \u0111\u01b0\u1ee3c \u1edf tr\u00ean, doanh nghi\u1ec7p n\u00ean c\u00f3 nh\u1eefng ph\u00e2n t\u00edch so s\u00e1nh \u0111\u1ec3 th\u1ea5y \u0111\u01b0\u1ee3c li\u1ec7u r\u1eb1ng n\u1ec1n t\u1ea3ng th\u01b0\u01a1ng hi\u1ec7u ban \u0111\u1ea7u c\u00f3 ph\u00e1t huy hi\u1ec7u qu\u1ea3 trong th\u1eddi gian v\u1eeba qua, li\u1ec7u c\u00f3 hi\u1ec7u qu\u1ea3 v\u1edbi th\u1eddi gian t\u1edbi, c\u00f3 c\u1ea7n thay \u0111\u1ed5i hay kh\u00f4ng, thay \u0111\u1ed5i n\u00ean \u0111\u01b0\u1ee3c \u00e1p d\u1ee5ng v\u1edbi tri\u1ec3n khai h\u00e0nh vi th\u01b0\u01a1ng hi\u1ec7u hay l\u00e0 v\u1edbi gi\u00e1 tr\u1ecb n\u1ec1n t\u1ea3ng ban \u0111\u1ea7u?<\/span><\/p>\n

Qua b\u00e0i vi\u1ebft n\u00e0y, Sao Kim hi v\u1ecdng c\u00f3 th\u1ec3 h\u1ed7 tr\u1ee3 b\u1ea1n trong vi\u1ec7c \u0111\u00e1nh gi\u00e1 v\u00e0 \u0111i\u1ec1u ch\u1ec9nh chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u<\/strong> sao cho h\u1ee3p l\u00fd v\u00e0 hi\u1ec7u qu\u1ea3. \u0110\u1ec3 nh\u1eadn th\u00eam c\u00e1c t\u01b0 v\u1ea5n chuy\u00ean sau, b\u1ea1n c\u00f3 th\u1ec3 li\u00ean h\u1ec7 v\u1edbi c\u00e1c chuy\u00ean gia th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a ch\u00fang t\u00f4i.<\/span><\/p>\n

Ngu\u1ed3n: 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:<\/span><\/p>\n