{"id":317810,"date":"2016-03-30T09:02:07","date_gmt":"2016-03-30T02:02:07","guid":{"rendered":"https:\/\/www.saokim.com.vn\/blog\/?p=317810"},"modified":"2019-07-02T11:03:49","modified_gmt":"2019-07-02T04:03:49","slug":"lam-thuong-hieu-khac-lam-marketing-nhu-the-nao","status":"publish","type":"post","link":"https:\/\/www.saokim.com.vn\/blog\/xay-dung-thuong-hieu\/lam-thuong-hieu-khac-lam-marketing-nhu-the-nao\/","title":{"rendered":"L\u00e0m th\u01b0\u01a1ng hi\u1ec7u kh\u00e1c l\u00e0m marketing nh\u01b0 th\u1ebf n\u00e0o?"},"content":{"rendered":"

C\u00f3 m\u1ed9t t\u00ecnh tr\u1ea1ng chung l\u00e0 nhi\u1ec1u doanh nghi\u1ec7p v\u1eeba v\u00e0 nh\u1ecf hi\u1ec7n nay r\u1ea5t quan t\u00e2m \u0111\u1ebfn vi\u1ec7c \u0111\u1ea7u t\u01b0 ng\u00e2n s\u00e1ch v\u00e0o marketing\u00a0qu\u1ea3ng b\u00e1 s\u1ea3n ph\u1ea9m tuy nhi\u00ean th\u1ef1c hi\u1ec7n ho\u1ea1t \u0111\u1ed9ng n\u00e0y ch\u01b0a th\u1eadt s\u1ef1 hi\u1ec7u qu\u1ea3, ho\u1eb7c nhi\u1ec1u doanh nghi\u1ec7p v\u1eabn b\u0103n kho\u0103n gi\u1eefa vi\u1ec7c ph\u00e2n b\u1ed5 ng\u00e2n s\u00e1ch cho marketing v\u00e0 x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u<\/a>.<\/strong><\/span> V\u1eady \u0111\u1ea7u t\u01b0 nh\u01b0 th\u1ebf n\u00e0o m\u1edbi hi\u1ec7u qu\u1ea3? C\u00e2u h\u1ecfi n\u00e0y s\u1ebd kh\u00f4ng th\u1ec3 gi\u1ea3i quy\u1ebft n\u1ebfu doanh nghi\u1ec7p ch\u01b0a th\u1ef1c s\u1ef1 hi\u1ec3u r\u00f5 \u0111\u01b0\u1ee3c vai tr\u00f2 c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u, c\u0169ng nh\u01b0 l\u00e0 m\u1ed1i t\u01b0\u01a1ng quan c\u1ee7a l\u00e0m th\u01b0\u01a1ng hi\u1ec7u v\u00e0 l\u00e0m marketing.<\/span><\/p>\n

C\u00f3 r\u1ea5t nhi\u1ec1u nh\u1eefng \u0111\u1ecbnh ngh\u0129a h\u1ecdc thu\u1eadt\u00a0v\u1ec1 \u00a0marketing v\u00e0 th\u01b0\u01a1ng hi\u1ec7u, song t\u1eeb kinh nghi\u1ec7m th\u1ef1c t\u1ebf th\u00ec\u00a0c\u00f3 th\u1ec3\u00a0gi\u1ea3i th\u00edch m\u1ed1i t\u01b0\u01a1ng quan c\u1ee7a hai kh\u00e1i ni\u1ec7m n\u00e0y nh\u01b0 sau:<\/span><\/p>\n

Th\u01b0\u01a1ng hi\u1ec7u<\/strong> \u2013 ph\u00eda sau t\u1ea5t c\u1ea3 nh\u1eefng h\u00ecnh \u1ea3nh, bi\u1ec3u t\u01b0\u1ee3ng, th\u00f4ng \u0111i\u1ec7p hay nh\u1eefng y\u1ebfu t\u1ed1 h\u1eefu h\u00ecnh kh\u00e1c \u2013 b\u1ea3n ch\u1ea5t ch\u00ednh l\u00e0 m\u1ed9t l\u1eddi h\u1ee9a<\/strong> hay m\u1ed9t l\u1eddi cam k\u1ebft<\/strong> v\u1edbi kh\u00e1ch h\u00e0ng v\u1ec1 s\u1ea3n ph\u1ea9m. Khi \u0111\u00f3, nhi\u1ec7m v\u1ee5 c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u l\u00e0 l\u00e0m sao ch\u1ec9 c\u1ea7n ti\u1ebfp x\u00fac v\u1edbi nh\u1eefng y\u1ebfu t\u1ed1 n\u00e0y kh\u00e1ch h\u00e0ng s\u1ebd c\u1ea3m th\u1ea5y\u00a0tin t\u01b0\u1edfng l\u1eddi cam k\u1ebft \u0111\u00f3.<\/span><\/p>\n

C\u00f2n marketing<\/strong> l\u00e0 c\u00e1ch th\u1ee9c<\/strong> m\u00e0 doanh nghi\u1ec7p truy\u1ec1n t\u1ea3i l\u1eddi cam k\u1ebft<\/strong> \u0111\u00f3 t\u1edbi kh\u00e1ch h\u00e0ng. Nh\u01b0 v\u1eady, marketing ch\u1ec9 l\u00e0 m\u1ed9t ph\u1ea7n c\u1ee7a vi\u1ec7c l\u00e0m th\u01b0\u01a1ng hi\u1ec7u, v\u00e0 ph\u1ea3i tu\u00e2n theo \u0111\u01b0\u1eddng h\u01b0\u1edbng c\u1ee7a vi\u1ec7c l\u00e0m th\u01b0\u01a1ng hi\u1ec7u.<\/span><\/p>\n

\"M\u00f4<\/span><\/p>\n

M\u00f4 h\u00ecnh th\u01b0\u01a1ng hi\u1ec7u Chu\u1ed7i s\u1ea3n ph\u1ea9m – V\u00f5 V\u0103n Quang<\/span><\/p>\n

C\u00e1c quan ni\u1ec7m c\u0169 (v\u00ed d\u1ee5 nh\u01b0 Philip Kotler<\/strong>) th\u01b0\u1eddng ch\u1ec9 t\u1eadp trung v\u00e0o vi\u1ec7c marketing s\u1ea3n ph\u1ea9m v\u00e0 m\u1ecdi ho\u1ea1t \u0111\u1ed9ng xoay quanh v\u00f2ng \u0111\u1eddi ph\u00e1t tri\u1ec3n c\u1ee7a m\u1ed7i s\u1ea3n ph\u1ea9m. Tuy nhi\u00ean theo c\u00e1c quan \u0111i\u1ec3m hi\u1ec7n \u0111\u1ea1i,\u00a0nh\u1eadn th\u1ee9c v\u00f2ng \u0111\u1eddi s\u1ea3n ph\u1ea9m \u0111\u01b0\u1ee3c thay th\u1ebf b\u1eb1ng c\u00e1ch ph\u00e1t tri\u1ec3n l\u00ean th\u00e0nh m\u00f4 h\u00ecnh nh\u1eefng v\u00f2ng \u0111\u1eddi s\u1ea3n ph\u1ea9m n\u1ed1i ti\u1ebfp nhau t\u1ea1o ra th\u01b0\u01a1ng hi\u1ec7u. Vi\u1ec7c qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u, ch\u1ee9 kh\u00f4ng ph\u1ea3i l\u00e0 s\u1ea3n ph\u1ea9m, \u0111\u01b0\u1ee3c coi l\u00e0 tr\u1ecdng t\u00e2m ph\u00e1t tri\u1ec3n c\u1ee7a doanh nghi\u1ec7p.<\/span><\/p>\n

Do \u0111\u00f3, n\u1ebfu doanh nghi\u1ec7p kh\u00f4ng coi tr\u1ecdng vi\u1ec7c x\u00e2y d\u1ef1ng v\u00e0 qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u<\/strong> ngay t\u1eeb \u0111\u1ea7u th\u00ec nh\u1eefng ho\u1ea1t \u0111\u1ed9ng marketing v\u1ec1 sau c\u00f3 th\u1ec3 s\u1ebd kh\u00f4ng ph\u00e1t tri\u1ec3n \u0111\u00fang h\u01b0\u1edbng v\u00e0 ng\u00e2n s\u00e1ch d\u00e0nh cho marketing c\u00f3 th\u1ec3 b\u1ecb l\u00e3ng ph\u00ed m\u1ed9t c\u00e1ch \u0111\u00e1ng ti\u1ebfc. \u0110\u1ea7u t\u01b0 v\u00e0o th\u01b0\u01a1ng hi\u1ec7u ngay t\u1eeb \u0111\u1ea7u l\u00e0 \u0111\u1ea7u t\u01b0 cho s\u1ef1 ph\u00e1t tri\u1ec3n b\u1ec1n v\u1eefng trong t\u01b0\u01a1ng lai.<\/span><\/p>\n

Qua \u0111\u00e2y, doanh nghi\u1ec7p c\u00f3 th\u1ec3 th\u1ea5y \u0111\u01b0\u1ee3c s\u1ef1 kh\u00e1c nhau gi\u1eefa l\u00e0m th\u01b0\u01a1ng hi\u1ec7u v\u1edbi\u00a0l\u00e0m marketing, c\u0169ng nh\u01b0 l\u00e0\u00a0vai tr\u00f2 c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ed1i v\u1edbi doanh nghi\u1ec7p v\u1eeba v\u00e0 nh\u1ecf.<\/span><\/p>\n

B\u1ea1n c\u00f3 th\u1ec3 tham kh\u1ea3o th\u00eam m\u1ed9t s\u1ed1 b\u00e0i vi\u1ebft li\u00ean quan sau:<\/span><\/strong><\/p>\n