{"id":317736,"date":"2016-03-28T23:00:39","date_gmt":"2016-03-28T16:00:39","guid":{"rendered":"https:\/\/www.saokim.com.vn\/blog\/?p=317736"},"modified":"2019-07-02T11:10:35","modified_gmt":"2019-07-02T04:10:35","slug":"6-cach-dinh-vi-cho-san-pham-moi","status":"publish","type":"post","link":"https:\/\/www.saokim.com.vn\/blog\/xay-dung-thuong-hieu\/6-cach-dinh-vi-cho-san-pham-moi\/","title":{"rendered":"6 c\u00e1ch \u0111\u1ecbnh v\u1ecb cho s\u1ea3n ph\u1ea9m m\u1edbi"},"content":{"rendered":"

X\u00e1c \u0111\u1ecbnh r\u00f5 \u0111\u01b0\u1ee3c \u0111\u1ecbnh v\u1ecb, hay ch\u00ednh l\u00e0 l\u1ee3i th\u1ebf c\u1ea1nh tranh c\u1ee7a s\u1ea3n ph\u1ea9m, l\u00e0 \u0111i\u1ec1u thi\u1ebft y\u1ebfu m\u00e0 m\u1ed7i ch\u1ee7 doanh nghi\u1ec7p c\u1ea7n l\u00e0m ngay t\u1eeb \u0111\u1ea7u n\u1ebfu mu\u1ed1n s\u1ea3n ph\u1ea9m s\u1eafp ra m\u1eaft c\u1ee7a m\u00ecnh c\u00f3 th\u1ec3 \u0111\u1ee9ng v\u1eefng tr\u00ean th\u1ecb tr\u01b0\u1eddng. Sau \u0111\u00e2y Sao Kim m\u1eddi b\u1ea1n tham kh\u1ea3o 6 c\u00e1ch \u0111\u1ecbnh v\u1ecb cho s\u1ea3n ph\u1ea9m m\u1edbi<\/strong>.<\/span><\/p>\n

\"BrandPositioning\"<\/span><\/p>\n

<\/div>\n

281. \u0110\u1ecaNH V\u1eca\u00a0THEO L\u1ee2I \u00cdCH<\/span><\/h2>\n

\u0110\u1ecbnh v\u1ecb th\u01b0\u1eddng th\u1ea5y nh\u1ea5t l\u00e0 \u0111\u1ecbnh v\u1ecb theo l\u1ee3i \u00edch m\u00e0 s\u1ea3n ph\u1ea9m mang \u00a0\u0111\u1ebfn cho ng\u01b0\u1eddi s\u1eed d\u1ee5ng. Th\u00f4ng \u0111i\u1ec7p th\u01b0\u01a1ng hi\u1ec7u th\u01b0\u1eddng s\u1ebd tr\u1ea3 l\u1eddi cho c\u00e2u h\u1ecfi \u201cS\u1ea3n ph\u1ea9m mang l\u1ea1i \u0111i\u1ec1u g\u00ec cho t\u00f4i?\u201d. V\u00ed d\u1ee5 nh\u01b0 Trung Nguy\u00ean cam k\u1ebft mang l\u1ea1i cho ng\u01b0\u1eddi u\u1ed1ng c\u00e0 ph\u00ea c\u1ee7a h\u1ecd \u201cs\u1ef1 s\u00e1ng t\u1ea1o\u201d, hay Downy cam k\u1ebft \u0111em \u0111\u1ebfn \u201ch\u01b0\u01a1ng th\u01a1m\u201d v\u00e0 \u201cs\u1ef1 ti\u1ebft ki\u1ec7m\u201d. M\u1ed9t l\u1ee3i \u00edch n\u00e0o \u0111\u00f3 tr\u1ef1c ti\u1ebfp m\u00e0 ng\u01b0\u1eddi d\u00f9ng s\u1ea3n ph\u1ea9m nh\u1eadn \u0111\u01b0\u1ee3c c\u1ea7n ph\u1ea3i \u0111\u01b0\u1ee3c th\u1ec3 hi\u1ec7n tr\u1ecdn v\u1eb9n v\u00e0 r\u00f5 r\u00e0ng trong th\u00f4ng \u0111i\u1ec7p th\u01b0\u01a1ng hi\u1ec7u c\u0169ng nh\u01b0 c\u00e1c h\u00ecnh th\u1ee9c qu\u1ea3ng b\u00e1 kh\u00e1c.<\/span><\/p>\n

2. \u0110\u1ecaNH V\u1eca THEO \u0110\u1ed0I T\u01af\u1ee2NG S\u1eec D\u1ee4NG<\/span><\/h2>\n

\u0110\u1ecbnh v\u1ecb n\u00e0y cho th\u1ea5y r\u00f5 \u0111\u1ed1i t\u01b0\u1ee3ng s\u1eed d\u1ee5ng c\u1ee7a s\u1ea3n ph\u1ea9m, v\u00ed d\u1ee5 nh\u01b0 Ferrari, so v\u1edbi c\u00e1c h\u00e3ng \u00f4 t\u00f4 sang tr\u1ecdng kh\u00e1c th\u00ec h\u00e3ng n\u00e0y c\u00f3 \u0111i\u1ec3m kh\u00e1c bi\u1ec7t l\u00e0 h\u01b0\u1edbng t\u1edbi \u0111\u1ed1i t\u01b0\u1ee3ng y\u00eau th\u1ec3 thao,\u00a0trong khi \u0111\u00f3 th\u00ec\u00a0BMW l\u1ea1i h\u01b0\u1edbng t\u1edbi \u0111\u1ed1i t\u01b0\u1ee3ng th\u01b0\u01a1ng nh\u00e2n th\u00e0nh \u0111\u1ea1t.<\/span><\/p>\n

3. \u0110\u1ecaNH V\u1eca THEO T\u00cdNH CH\u1ea4T<\/span><\/h2>\n

\u0110\u1ecbnh v\u1ecb theo t\u00ednh ch\u1ea5t n\u00f3i l\u00ean m\u1ed9t \u0111\u1eb7c \u0111i\u1ec3m n\u00e0o \u0111\u00f3 kh\u00e1c bi\u1ec7t c\u1ee7a s\u1ea3n ph\u1ea9m so v\u1edbi s\u1ea3n ph\u1ea9m kh\u00e1c. N\u1ebfu hai \u0111\u1ecbnh v\u1ecb tr\u00ean h\u01b0\u1edbng ra \u0111\u1ed1i t\u01b0\u1ee3ng ng\u01b0\u1eddi s\u1eed d\u1ee5ng th\u00ec \u0111\u1ecbnh v\u1ecb t\u00ednh ch\u1ea5t h\u01b0\u1edbng v\u00e0o b\u1ea3n th\u00e2n s\u1ea3n ph\u1ea9m \u0111\u00f3. Ch\u1eb3ng h\u1ea1n nh\u01b0 doanh nghi\u1ec7p b\u1ea1n c\u00f3 th\u1ec3 s\u1eed d\u1ee5ng \u0111\u1ecbnh v\u1ecb l\u00e0 \u201cnh\u00e0 s\u1ea3n xu\u1ea5t bia l\u00e2u \u0111\u1eddi nh\u1ea5t\u201d, ho\u1eb7c \u201ckh\u00e1ch s\u1ea1n cao nh\u1ea5t th\u00e0nh ph\u1ed1\u201d.<\/span><\/p>\n

4. \u0110\u1ecaNH V\u1eca THEO \u0110\u1ed0I TH\u1ee6 C\u1ea0NH TRANH<\/span><\/h2>\n

\u0110\u1ecbnh v\u1ecb theo \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh c\u00f2n g\u1ecdi l\u00e0 \u0111\u1ecbnh v\u1ecb c\u1ea1nh tranh hay \u0111\u1ecbnh v\u1ecb \u0111\u1ed1i \u1ee9ng, v\u00e0 th\u01b0\u1eddng s\u1eed d\u1ee5ng ph\u00e9p so s\u00e1nh v\u1edbi \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh. Trong tr\u01b0\u1eddng h\u1ee3p n\u00e0y, th\u01b0\u01a1ng hi\u1ec7u c\u1ea7n s\u1eed d\u1ee5ng nh\u1eefng ti\u00eau ch\u00ed \u0111\u1ecbnh v\u1ecb m\u1ed9t c\u00e1ch kh\u00e9o l\u00e9o. M\u1ed9t v\u00ed d\u1ee5 \u0111i\u1ec3n h\u00ecnh l\u00e0 th\u01b0\u01a1ng hi\u1ec7u 7up v\u1edbi \u0111\u1ecbnh v\u1ecb \u201cuncola\u201d khi so s\u00e1nh v\u1edbi Coca Cola. Ho\u1eb7c th\u01b0\u01a1ng hi\u1ec7u Avis v\u1edbi th\u00f4ng \u0111i\u1ec7p \u201cWe try harder\u201d khi t\u1ef1 cho m\u00ecnh l\u00e0 th\u01b0\u01a1ng hi\u1ec7u s\u1ed1 hai \u0111i sau th\u01b0\u01a1ng hi\u1ec7u d\u1eabn \u0111\u1ea7u l\u00e0 Hertz.<\/span><\/p>\n

5. \u0110\u1ecaNH V\u1eca R\u1ed8NG<\/span><\/h2>\n

N\u1ebfu doanh nghi\u1ec7p b\u1ea1n kh\u00f4ng t\u00ecm \u0111\u01b0\u1ee3c m\u1ed9t \u0111\u1ecbnh v\u1ecb \u0111\u1eb7c th\u00f9 th\u00edch h\u1ee3p th\u00ec c\u00f3 th\u1ec3 c\u00e2n nh\u1eafc c\u00e1c c\u00e1ch \u0111\u1ecbnh v\u1ecb r\u1ed9ng d\u01b0\u1edbi \u0111\u00e2y:<\/span><\/p>\n