{"id":318046,"date":"2016-06-22T01:51:26","date_gmt":"2016-06-21T18:51:26","guid":{"rendered":"https:\/\/www.saokim.com.vn\/blog\/?p=318046"},"modified":"2019-07-01T15:41:45","modified_gmt":"2019-07-01T08:41:45","slug":"6-diem-tang-suc-manh-thuong-hieu-doanh-nghiep-noi-dia-can-khai-thac","status":"publish","type":"post","link":"https:\/\/www.saokim.com.vn\/blog\/xay-dung-thuong-hieu\/6-diem-tang-suc-manh-thuong-hieu-doanh-nghiep-noi-dia-can-khai-thac\/","title":{"rendered":"6 \u0111i\u1ec3m t\u0103ng s\u1ee9c m\u1ea1nh th\u01b0\u01a1ng hi\u1ec7u m\u00e0 Doanh nghi\u1ec7p n\u1ed9i \u0111\u1ecba c\u1ea7n khai th\u00e1c"},"content":{"rendered":"

Trong nh\u1eefng n\u0103m g\u1ea7n \u0111\u00e2y, khi m\u00e0 c\u00e1c th\u01b0\u01a1ng hi\u1ec7u ngo\u1ea1i ng\u00e0y c\u00e0ng th\u00e2m nh\u1eadp s\u00e2u h\u01a1n v\u00e0o th\u1ecb tr\u01b0\u1eddng Vi\u1ec7t Nam tr\u00ean m\u1ecdi l\u0129nh v\u1ef1c, th\u00ec vi\u1ec7c n\u00e2ng cao\u00a0s\u1ee9c m\u1ea1nh th\u01b0\u01a1ng hi\u1ec7u<\/strong> \u0111\u1ec3 t\u0103ng t\u00ednh c\u1ea1nh tranh ng\u00e0y c\u00e0ng tr\u1edf n\u00ean c\u1ea5p thi\u1ebft \u0111\u1ed1i v\u1edbi doanh nghi\u1ec7p n\u1ed9i \u0111\u1ecba. Sau \u0111\u00e2y, Sao Kim xin ph\u00e2n t\u00edch 6 \u0111i\u1ec3m doanh nghi\u1ec7p c\u1ea7n l\u01b0u \u00fd \u0111\u1ec3 t\u0103ng s\u1ee9c m\u1ea1nh th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u00ecnh, d\u1ef1a tr\u00ean m\u1ed9t b\u00e1o c\u00e1o v\u1ec1 ng\u01b0\u1eddi ti\u00eau d\u00f9ng Vi\u1ec7t Nam c\u1ee7a Nielsen<\/a>.<\/span><\/span><\/p>\n

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

6 \u0111i\u1ec3m t\u0103ng s\u1ee9c m\u1ea1nh th\u01b0\u01a1ng hi\u1ec7u<\/h2>\n

1. Ni\u1ec1m t\u1ef1 h\u00e0o qu\u1ed1c gia<\/strong><\/span><\/h3>\n

B\u00e1o c\u00e1o n\u00e0y ch\u1ec9 ra ni\u1ec1m t\u1ef1 h\u00e0o qu\u1ed1c gia l\u00e0 m\u1ed9t y\u1ebfu t\u1ed1 r\u1ea5t quan tr\u1ecdng trong vi\u1ec7c NTD quy\u1ebft \u0111\u1ecbnh mua s\u1ea3n ph\u1ea9m c\u1ee7a doanh nghi\u1ec7p n\u1ed9i hay ngo\u1ea1i t\u1ea1i Vi\u1ec7t Nam. Ch\u00ednh s\u1ef1 \u1ee7ng h\u1ed9 cho c\u00e1c doanh nghi\u1ec7p n\u1ed9i \u0111\u1ecba \u0111\u00e3 khi\u1ebfn g\u1ea7n m\u1ed9t n\u1eeda NTD \u0111\u01b0\u1ee3c kh\u1ea3o s\u00e1t tr\u1ea3 l\u1eddi s\u1ebd ch\u1ecdn s\u1ea3n ph\u1ea9m n\u1ed9i \u0111\u1ecba (48%) thay v\u00ec l\u1ef1a ch\u1ecdn s\u1ea3n ph\u1ea9m c\u1ee7a doanh nghi\u1ec7p ngo\u1ea1i (9%). Nh\u01b0 v\u1eady doanh nghi\u1ec7p n\u1ed9i c\u1ea7n l\u01b0u \u00fd khai th\u00e1c l\u1ee3i th\u1ebf n\u00e0y cho vi\u1ec7c x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u, \u0111\u1eb7c bi\u1ec7t l\u00e0 c\u00e1c s\u1ea3n ph\u1ea9m mang \u0111\u1eb7c t\u00ednh \u0111\u1ecba l\u00fd hay v\u00f9ng mi\u1ec1n.<\/span><\/p>\n

2.\u00a0Gi\u00e1 T\u1ed1t<\/strong><\/span><\/h3>\n

Y\u1ebfu t\u1ed1 gi\u00e1 c\u0169ng\u00a0c\u00f3 \u1ea3nh h\u01b0\u1edfng t\u01b0\u01a1ng \u0111\u01b0\u01a1ng \u0111\u1ebfn quy\u1ebft \u0111\u1ecbnh ch\u1ecdn th\u01b0\u01a1ng hi\u1ec7u n\u1ed9i v\u00e0 ngo\u1ea1i (\u0111\u1ec1u l\u00e0 40%).\u00a0C\u00e1c doanh nghi\u1ec7p n\u1ed9i \u0111\u1ecba\u00a0ph\u1ea3i \u0111\u1ed1i m\u1eb7t v\u1edbi nh\u1eefng \u0111\u1ed1i th\u1ee7 n\u01b0\u1edbc ngo\u00e0i \u2013 nh\u1eefng doanh nghi\u1ec7p c\u00f3 l\u1ee3i th\u1ebf r\u1ea5t m\u1ea1nh v\u1ec1 ngu\u1ed3n l\u1ef1c t\u00e0i ch\u00ednh v\u1eefng ch\u1eafc, \u0111\u1ed9i ng\u0169 nh\u00e2n vi\u00ean t\u00e0i n\u0103ng v\u00e0 \u0111a d\u1ea1ng, h\u1ea1 t\u1ea7ng c\u01a1 s\u1edf k\u1ef9 thu\u1eadt hi\u1ec7n \u0111\u1ea1i c\u0169ng nh\u01b0 h\u1ec7 th\u1ed1ng ph\u00e2n ph\u1ed1i \u0111\u01b0\u1ee3c thi\u1ebft l\u1eadp chuy\u00ean nghi\u1ec7p v\u00e0 quan tr\u1ecdng \u0111\u00e2y l\u00e0 nh\u1eefng doanh nghi\u1ec7p r\u1ea5t d\u00e0y d\u1eb7n kinh nghi\u1ec7m, nh\u1edd \u0111\u00f3 v\u1eeba duy tr\u00ec \u0111\u01b0\u1ee3c ch\u1ea5t l\u01b0\u1ee3ng v\u1eeba duy tr\u00ec \u0111\u01b0\u1ee3c m\u1ee9c gi\u00e1 h\u1ea5p d\u1eabn.\u00a0Tuy nhi\u00ean, g\u1ea7n \u0111\u00e2y r\u1ea5t nhi\u1ec1u nh\u1eefng c\u00f4ng ty n\u1ed9i \u0111\u1ecba kh\u00f4ng ch\u1ec9 v\u01b0\u1ee3t qua \u0111\u01b0\u1ee3c nh\u1eefng th\u00e1ch th\u1ee9c do s\u1ef1 c\u1ea1nh tranh kh\u1ed1c li\u1ec7t n\u00e0y mang l\u1ea1i m\u00e0 c\u00f2n ho\u1ea1t \u0111\u1ed9ng r\u1ea5t t\u1ed1t v\u00e0 c\u00f3 ph\u1ea7n gi\u00e0nh \u01b0u th\u1ebf t\u1ea1i th\u1ecb tr\u01b0\u1eddng \u0110\u00f4ng Nam \u00c1. \u00a0Theo Nielsen, trong nh\u1eefng ng\u00e0nh h\u00e0ng m\u00e0 tr\u01b0\u1edbc \u0111\u00e2y s\u1ef1 th\u1ed1ng tr\u1ecb lu\u00f4n thu\u1ed9c v\u1ec1 c\u00e1c c\u00f4ng ty \u0111a qu\u1ed1c gia nh\u01b0 d\u1ea7u g\u1ed9i, n\u01b0\u1edbc ng\u1ecdt c\u00f3 ga, s\u1eefa r\u1eeda m\u1eb7t, s\u1eefa d\u01b0\u1ee1ng da v\u00e0 s\u1eefa c\u00f4ng th\u1ee9c (s\u1eefa b\u1ed9t).\u00a0H\u01a1n 2\/3 NTD Vi\u1ec7t (69%) tin r\u1eb1ng c\u00e1c doanh nghi\u1ec7p n\u1ed9i c\u00f3 th\u1ec3 \u0111\u00e1p \u1ee9ng t\u1ed1t h\u01a1n nh\u1eefng nhu c\u1ea7u m\u00e0 h\u1ecd c\u1ea7n, so v\u1edbi kho\u1ea3ng 60% NTD \u1edf khu v\u1ef1c \u0110\u00f4ng Nam \u00c1 tin r\u1eb1ng c\u00e1c doanh nghi\u1ec7p n\u1ed9i \u0111\u1ecba hi\u1ec3u v\u1ec1 NTD c\u1ee7a h\u1ecd h\u01a1n c\u00e1c doanh nghi\u1ec7p \u0111a qu\u1ed1c gia.<\/span><\/p>\n

\u00a03. Khuy\u1ebfn m\u00e3i<\/strong><\/span><\/h3>\n

NTD Vi\u1ec7t kh\u00e1 quan t\u00e2m t\u1edbi khuy\u1ebfn m\u00e3i, nh\u1ea5t l\u00e0 \u0111\u1ed1i v\u1edbi c\u00e1c s\u1ea3n ph\u1ea9m ti\u00eau d\u00f9ng nhanh. Vi\u1ec7c \u00e1p d\u1ee5ng c\u00e1c chi\u00eau th\u1ee9c khuy\u1ebfn m\u00e3i th\u00f4ng minh v\u1eabn n\u00ean \u0111\u01b0\u1ee3c ti\u1ebfp t\u1ee5c duy tr\u00ec, nh\u01b0ng c\u1ea7n ph\u1ea3i ph\u00f9 h\u1ee3p v\u1edbi \u0111\u1ecbnh h\u01b0\u1edbng th\u01b0\u01a1ng hi\u1ec7u v\u00e0 h\u1ed7 tr\u1ee3 t\u1ed1i \u0111a cho vi\u1ec7c x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u. B\u1ea1n c\u00f3 th\u1ec3 tham kh\u1ea3o b\u00e0i vi\u1ebft T\u1ea1i sao bao b\u00ec l\u00e0 v\u0169 kh\u00ed hi\u1ec7u qu\u1ea3 nh\u1ea5t trong b\u00e1n l\u1ebb<\/a> <\/strong><\/span>\u0111\u1ec3 th\u1ea5y \u0111\u01b0\u1ee3c m\u1ed1i t\u01b0\u01a1ng quan gi\u1eefa vi\u1ec7c Khuy\u1ebfn m\u00e3i v\u00e0 L\u00e0m th\u01b0\u01a1ng hi\u1ec7u qua bao b\u00ec.<\/span><\/p>\n

4. Th\u00e0nh ph\u1ea7n an to\u00e0n<\/strong><\/span><\/h3>\n

Khi \u0111\u00e1nh gi\u00e1 v\u1ec1 \u0111\u1ed9 an to\u00e0n c\u1ee7a s\u1ea3n ph\u1ea9m, NTD c\u00f3 xu h\u01b0\u1edbng nghi\u00eang v\u1ec1 h\u00e0ng ngo\u1ea1i h\u01a1n (44% – so v\u1edbi 27% c\u1ee7a h\u00e0ng n\u1ed9i). K\u1ebft qu\u1ea3 n\u00e0y cho th\u1ea5y doanh nghi\u1ec7p n\u1ed9i \u0111\u1ecba c\u1ea7n l\u01b0u t\u00e2m h\u01a1n v\u1ec1 v\u1ea5n \u0111\u1ec1 an to\u00e0n c\u1ee7a s\u1ea3n ph\u1ea9m v\u00e0 truy\u1ec1n th\u00f4ng \u0111i\u1ec1u n\u00e0y t\u1edbi kh\u00e1ch h\u00e0ng c\u1ee7a m\u00ecnh. Vi\u1ec7c l\u00e0m th\u01b0\u01a1ng hi\u1ec7u c\u0169ng n\u00ean ch\u00fa tr\u1ecdng h\u01a1n t\u1edbi th\u00f4ng \u0111i\u1ec7p v\u00e0 h\u00ecnh \u1ea3nh \u0111\u1ec3 t\u1ea1o \u0111\u01b0\u1ee3c c\u1ea3m gi\u00e1c an to\u00e0n, tin t\u01b0\u1edfng trong t\u00e2m tr\u00ed kh\u00e1ch h\u00e0ng.<\/span><\/p>\n

5. Cung c\u1ea5p dinh d\u01b0\u1ee1ng\u00a0<\/strong><\/span><\/h3>\n

Y\u1ebfu t\u1ed1 n\u00e0y ch\u00fa tr\u1ecdng t\u1edbi c\u00e1c s\u1ea3n ph\u1ea9m th\u1ef1c ph\u1ea9m, v\u00e0 cho th\u1ea5y NTD \u0111\u00e1nh gi\u00e1 dinh d\u01b0\u1ee1ng c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u ngo\u1ea1i (35%) cao h\u01a1n th\u01b0\u01a1ng hi\u1ec7u n\u1ed9i (21%). B\u1ea1n c\u00f3 th\u1ec3 tham kh\u1ea3o b\u00e0i vi\u1ebft v\u1ec1 kinh nghi\u1ec7m x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u cho c\u00e1c s\u1ea3n ph\u1ea9m th\u1ef1c ph\u1ea9m<\/a> <\/span><\/strong>\u0111\u1ec3 thuy\u1ebft ph\u1ee5c \u0111\u01b0\u1ee3c kh\u00e1ch h\u00e0ng.<\/span><\/p>\n

6. X\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u mang l\u1ea1i nhi\u1ec1u l\u1ee3i \u00edch<\/strong><\/span><\/h3>\n

NTD \u0111\u00e1nh gi\u00e1 th\u01b0\u01a1ng hi\u1ec7u ngo\u1ea1i mang l\u1ea1i nhi\u1ec1u l\u1ee3i \u00edch h\u01a1n g\u1ea7n nh\u01b0 g\u1ea5p \u0111\u00f4i so v\u1edbi th\u01b0\u01a1ng hi\u1ec7u n\u1ed9i. \u0110i\u1ec1u n\u00e0y cho th\u1ea5y NTD c\u0169ng r\u1ea5t quan t\u00e2m t\u1edbi nh\u1eefng gi\u00e1 tr\u1ecb gia t\u0103ng b\u00ean ngo\u00e0i nh\u1eefng l\u1ee3i \u00edch l\u00f5i mang t\u00ednh ch\u1ee9c n\u0103ng c\u1ee7a s\u1ea3n ph\u1ea9m. Ch\u1eb3ng h\u1ea1n nh\u01b0 c\u00e1c gi\u00e1 tr\u1ecb v\u1ec1 tinh th\u1ea7n v\u00e0 c\u1ea3m x\u00fac c\u1ee7a m\u1ed9t s\u1ea3n ph\u1ea9m ti\u00eau d\u00f9ng ch\u1eb3ng h\u1ea1n. Nh\u01b0 v\u1eady, doanh nghi\u1ec7p n\u1ed9i \u0111\u1ecba c\u00e0ng c\u1ea7n quan t\u00e2m h\u01a1n t\u1edbi vi\u1ec7c truy\u1ec1n t\u1ea3i th\u00eam nhi\u1ec1u l\u1ee3i \u00edch gia t\u0103ng qua vi\u1ec7c x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u m\u1ed9t c\u00e1ch chuy\u00ean nghi\u1ec7p v\u00e0 hi\u1ec7u qu\u1ea3.<\/span><\/p>\n

Qua b\u00e0i vi\u1ebft n\u00e0y, Sao Kim hi v\u1ecdng b\u1ea1n c\u00f3 th\u00eam nhi\u1ec1u \u00fd t\u01b0\u1edfng v\u00e0 \u0111\u1ecbnh h\u01b0\u1edbng cho vi\u1ec7c x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u<\/strong> doanh nghi\u1ec7p tr\u00fang \u0111\u00edch v\u00e0 ph\u00f9 h\u1ee3p v\u1edbi xu h\u01b0\u1edbng ti\u00eau d\u00f9ng. \u0110\u1ec3 nh\u1eadn th\u00eam c\u00e1c t\u01b0 v\u1ea5n chuy\u00ean s\u00e2u, 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