{"id":319969,"date":"2019-03-20T11:32:06","date_gmt":"2019-03-20T04:32:06","guid":{"rendered":"https:\/\/www.saokim.com.vn\/blog\/?p=319969"},"modified":"2021-06-30T07:43:31","modified_gmt":"2021-06-30T07:43:31","slug":"5-muc-tieu-quang-ba-thuong-hieu-pho-bien-nhat-2","status":"publish","type":"post","link":"https:\/\/www.saokim.com.vn\/blog\/xay-dung-thuong-hieu\/5-muc-tieu-quang-ba-thuong-hieu-pho-bien-nhat-2\/","title":{"rendered":"5 m\u1ee5c ti\u00eau qu\u1ea3ng b\u00e1 th\u01b0\u01a1ng hi\u1ec7u ph\u1ed5 bi\u1ebfn nh\u1ea5t"},"content":{"rendered":"\n

X\u00e1c \u0111\u1ecbnh \u0111\u00fang m\u1ee5c ti\u00eau qu\u1ea3ng b\u00e1 th\u01b0\u01a1ng hi\u1ec7u<\/strong><\/a> <\/span>kh\u00f4ng ph\u1ea3i l\u00e0 \u0111i\u1ec1u d\u1ec5 d\u00e0ng. T\u00f9y theo t\u1eebng th\u1eddi \u0111i\u1ec3m ho\u1ea1t \u0111\u1ed9ng c\u1ee7a doanh nghi\u1ec7p, t\u00f9y \u0111\u1ed1i t\u01b0\u1ee3ng \u0111\u01b0\u1ee3c nh\u1eafm \u0111\u1ebfn m\u00e0 m\u1ee5c ti\u00eau qu\u1ea3ng b\u00e1 s\u1ebd kh\u00e1c nhau \u00edt nhi\u1ec1u. M\u1ee5c ti\u00eau qu\u1ea3ng b\u00e1 th\u01b0\u01a1ng hi\u1ec7u th\u01b0\u1eddng th\u1ea5y hi\u1ec7n nay g\u1ed3m nh\u1eefng lo\u1ea1i n\u00e0o? Nh\u1eefng m\u1ee5c ti\u00eau \u0111\u00f3 n\u1eb1m \u1edf giai \u0111o\u1ea1n n\u00e0o c\u1ee7a qu\u00e1 tr\u00ecnh qu\u1ea3ng b\u00e1 th\u01b0\u01a1ng hi\u1ec7u? H\u00e3y c\u00f9ng Sao Kim t\u00ecm hi\u1ec3u 5 m\u1ee5c ti\u00eau ch\u00ednh c\u1ee7a qu\u1ea3ng b\u00e1 th\u01b0\u01a1ng hi\u1ec7u<\/strong> nh\u01b0 sau.<\/span><\/p>\n\n\n\n

\"muc-tieu-quang-ba-thuong-hieu\"<\/figure><\/div>\n\n\n\n

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

  1. \n

    T\u1ea1o s\u1ef1 nh\u1eadn bi\u1ebft<\/b><\/span><\/h2>\n<\/li><\/ol>\n\n\n\n

    S\u1ef1 nh\u1eadn bi\u1ebft l\u00e0 kh\u1ea3 n\u0103ng th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n \u0111\u01b0\u1ee3c ghi nh\u1edb v\u00e0 nh\u1eadn ra d\u1ec5 d\u00e0ng b\u1edbi kh\u00e1ch h\u00e0ng. S\u1ef1 nh\u1eadn bi\u1ebft n\u00e0y c\u00f3 th\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c hi\u1ec7u qu\u1ea3 l\u1edbn n\u1ebfu c\u00f3 \u0111\u01b0\u1ee3c thi\u1ebft k\u1ebf b\u1ed9 nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u t\u1ed1t, s\u00e1ng t\u1ea1o v\u00e0 kh\u00e1c bi\u1ec7t.<\/span><\/p>\n\n\n\n

    M\u1ee5c ti\u00eau t\u1ea1o ra s\u1ef1 nh\u1eadn bi\u1ebft th\u01b0\u1eddng th\u1ea5y khi doanh nghi\u1ec7p m\u1edbi th\u00e0nh l\u1eadp ho\u1eb7c s\u1ea3n ph\u1ea9m m\u1edbi ti\u1ebfp c\u1eadn th\u1ecb tr\u01b0\u1eddng. Nhanh ch\u00f3ng ti\u1ebfp c\u1eadn \u0111\u1ebfn nhi\u1ec1u ng\u01b0\u1eddi v\u00e0 \u0111\u1ec3 lai \u1ea5n t\u01b0\u1ee3ng d\u1ec5 ph\u00e2n bi\u1ec7t l\u00e0 k\u1ebft qu\u1ea3 c\u1ea7n \u0111\u1ea1t \u0111\u01b0\u1ee3c. \u0110\u00f3 c\u0169ng l\u00e0 m\u1ee5c ti\u00eau cho giai \u0111o\u1ea1n \u0111\u1ea7u ti\u00ean c\u1ee7a qu\u1ea3ng b\u00e1 th\u01b0\u01a1ng hi\u1ec7u.<\/span><\/p>\n\n\n\n

    \u0110\u1ec3 x\u00e1c \u0111\u1ecbnh r\u00f5 r\u00e0ng c\u0169ng nh\u01b0 \u0111\u1ea1t \u0111\u01b0\u1ee3c m\u1ee5c ti\u00eau tr\u00ean, b\u1ea1n n\u00ean t\u00ecm c\u00e2u tr\u1ea3 l\u1eddi cho c\u00e1c c\u00e2u h\u1ecfi:<\/span><\/p>\n\n\n\n

    (1) B\u1ea1n l\u00e0 ai? B\u1ea1n \u0111\u01b0\u1ee3c m\u00f4 t\u1ea3 nh\u01b0 th\u1ebf n\u00e0o? B\u1ea1n \u0111em \u0111\u1ebfn l\u1ee3i \u00edch g\u00ec? B\u1ea1n kh\u00e1c bi\u1ec7t ra sao?<\/span><\/em><\/span><\/p>\n\n\n\n

    (2) Ai nh\u1eadn s\u1ebd ti\u1ebfp nh\u1eadn th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n? H\u1ecd s\u1ebd ti\u1ebfp nh\u1eadn qua \u0111\u00e2u?<\/span><\/em><\/span><\/p>\n\n\n\n

    V\u1edbi m\u1ecdi th\u01b0\u01a1ng hi\u1ec7u, khi b\u1ea1n x\u00e1c \u0111\u1ecbnh r\u00f5 \u0111\u01b0\u1ee3c nh\u1eefng v\u1ea5n \u0111\u1ec1 tr\u00ean, m\u1ee5c ti\u00eau nh\u1eadn bi\u1ebft th\u01b0\u01a1ng hi\u1ec7u s\u1ebd \u0111\u1ea1t \u0111\u01b0\u1ee3c nh\u1eefng k\u1ebft qu\u1ea3 h\u1ebft s\u1ee9c b\u1ea5t ng\u1edd.<\/span><\/p>\n\n\n\n

    1. \n

      T\u1ea1o s\u1ef1 quan t\u00e2m<\/b><\/span><\/h2>\n<\/li><\/ol>\n\n\n\n

      T\u1ea1o s\u1ef1 quan t\u00e2m \u1edf \u0111\u00e2y \u0111\u01b0\u1ee3c hi\u1ec3u l\u00e0 t\u00e1c \u0111\u1ed9ng v\u00e0o th\u00e1i \u0111\u1ed9 c\u1ee7a kh\u00e1ch h\u00e0ng – H\u1edd h\u1eefng chuy\u1ec3n sang th\u00edch th\u00fa – T\u1ea5t nhi\u00ean sau khi \u0111\u00e3 \u0111\u1ea1t \u0111\u01b0\u1ee3c m\u1ee5c ti\u00eau \u0111\u1ea7u ti\u00ean l\u00e0 kh\u00e1ch h\u00e0ng nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u<\/strong>.<\/span><\/p>\n\n\n\n

      M\u1ee5c ti\u00eau n\u00e0y kh\u00f3 \u0111\u1ea1t \u0111\u01b0\u1ee3c h\u01a1n m\u1ee5c ti\u00eau \u0111\u1ea7u ti\u00ean khi ti\u1ebfp c\u1eadn s\u00e2u h\u01a1n v\u00e0o t\u00e2m tr\u00ed kh\u00e1ch h\u00e0ng. V\u00ec th\u1ee9 nh\u1ea5t n\u00f3 ph\u1ea3i kh\u01a1i g\u1ee3i \u0111\u01b0\u1ee3c nhu c\u1ea7u c\u1ee7a kh\u00e1ch h\u00e0ng, th\u1ee9 hai l\u00e0 t\u00ecm \u0111i\u1ec3m t\u01b0\u01a1ng \u0111\u1ed3ng gi\u1eefa th\u01b0\u01a1ng hi\u1ec7u v\u00e0 nhu c\u1ea7u \u0111\u00f3 v\u00e0 th\u1ee9 ba l\u00e0 th\u00fac \u0111\u1ea9y nhu c\u1ea7u \u0111\u00f3 l\u1edbn m\u1ea1nh \u0111\u1ebfn h\u00e0ng \u0111\u1ed9ng.<\/span><\/p>\n\n\n\n

      \u0110\u1ec3 x\u00e1c \u0111\u1ecbnh ch\u00ednh x\u00e1c m\u1ee5c ti\u00eau, \u0111i\u1ec1u c\u1ea7n thi\u1ebft v\u1eabn l\u00e0 \u0111i t\u00ecm c\u00e2u tr\u1ea3 l\u1eddi cho c\u00e1c c\u00e2u h\u1ecfi.<\/span><\/p>\n\n\n\n

      (1) Kh\u00e1ch h\u00e0ng \u0111\u01b0\u1ee3c m\u00f4 t\u1ea3 nh\u01b0 th\u1ebf n\u00e0o? (H\u00e0nh vi, s\u1edf th\u00edch, thu nh\u1eadp\u2026)<\/span><\/em><\/span><\/p>\n\n\n\n

      (2) Th\u00f4ng \u0111i\u1ec7p c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u g\u1eafn v\u1edbi kh\u00e1ch h\u00e0ng l\u00e0 g\u00ec?<\/span><\/em><\/span><\/p>\n\n\n\n

      (3) C\u00e1ch ti\u1ebfp c\u1eadn s\u00e1ng t\u1ea1o, t\u1ef1 nhi\u00ean nh\u1ea5t \u0111\u1ec3 li\u00ean k\u1ebft th\u01b0\u01a1ng hi\u1ec7u v\u1edbi kh\u00e1ch h\u00e0ng.<\/span><\/em><\/span><\/p>\n\n\n\n

      N\u1eafm r\u00f5 \u0111\u01b0\u1ee3c nh\u1eefng v\u1ea5n \u0111\u1ec1 c\u1ea7n gi\u1ea3i quy\u1ebft tr\u00ean, th\u01b0\u01a1ng hi\u1ec7u s\u1ebd nh\u1eadn \u0111\u01b0\u1ee3c s\u1ef1 quan t\u00e2m l\u1edbn t\u1eeb kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng v\u00e0 th\u1ecb tr\u01b0\u1eddng.<\/span><\/p>\n\n\n\n

      1. \n

        Cung c\u1ea5p th\u00f4ng tin<\/b><\/span><\/h2>\n<\/li><\/ol>\n\n\n\n

        Cung c\u1ea5p th\u00f4ng tin l\u00e0 \u0111\u01b0a ra nh\u1eefng th\u00f4ng tin thuy\u1ebft ph\u1ee5c khi\u1ebfn kh\u00e1ch h\u00e0ng tin t\u01b0\u1edfng v\u00e0 y\u00eau m\u1ebfn th\u01b0\u01a1ng hi\u1ec7u. \u0110i\u1ec1u n\u00e0y ngh\u0129a l\u00e0 gi\u00fap h\u1ecd x\u00f3a tan r\u00e0o c\u1ea3n, nghi ng\u1ea1i trong qua tr\u00ecnh h\u1ecd t\u00ecm hi\u1ec3u v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u b\u1eb1ng c\u00e1ch \u0111\u01b0a ra nh\u1eefng l\u1ee3i \u00edch m\u00e0 th\u01b0\u01a1ng hi\u1ec7u cho h\u1ecd.<\/span><\/p>\n\n\n\n

        M\u1ee5c ti\u00eau qu\u1ea3ng b\u00e1 th\u01b0\u01a1ng hi\u1ec7u<\/strong> n\u00e0y c\u1ea7n \u0111\u1ea1t \u0111\u01b0\u1ee3c sau khi kh\u00e1ch h\u00e0ng nh\u1eadn bi\u1ebft \u0111\u01b0\u1ee3c s\u1ea3n ph\u1ea9m v\u00e0 c\u00f3 quan t\u00e2m mu\u1ed1n bi\u1ebft th\u00eam v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u trong tr\u01b0\u1eddng h\u1ee3p th\u01b0\u01a1ng hi\u1ec7u l\u00e0 m\u1edbi. Trong tr\u01b0\u1eddng h\u1ee3p th\u01b0\u01a1ng hi\u1ec7u \u0111\u00e3 t\u1ed3n t\u1ea1i tr\u00ean th\u1ecb tr\u01b0\u1eddng nh\u01b0ng c\u00f9ng r\u1ea5t nhi\u1ec1u \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh, m\u1ee5c ti\u00eau \u1edf \u0111\u00e2y l\u00e0 \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u kh\u00e1c bi\u1ec7t v\u00e0 c\u00f3 ch\u1ed7 \u0111\u1ee9ng r\u00f5 r\u00e0ng tr\u00ean th\u1ecb tr\u01b0\u1eddng.<\/span><\/p>\n\n\n\n

        \u0110\u1ec3 n\u1eafm r\u00f5 \u0111\u01b0\u1ee3c h\u01b0\u1edbng \u0111i \u0111\u1ea1t m\u1ee5c ti\u00eau, b\u1ea1n c\u1ea7n tr\u1ea3 l\u1eddi c\u00e1c c\u00e2u h\u1ecfi nh\u01b0 sau:<\/span><\/p>\n\n\n\n

        (1) L\u1ee3i \u00edch b\u1ea1n cung c\u1ea5p ra th\u1ecb tr\u01b0\u1eddng?<\/span><\/em><\/span><\/p>\n\n\n\n

        (2) Th\u00f4ng tin chi ti\u1ebft v\u1ec1 doanh nghi\u1ec7p, s\u1ea3n ph\u1ea9m?<\/span><\/em><\/span><\/p>\n\n\n\n

        (3) S\u1ef1 kh\u00e1c bi\u1ec7t l\u1edbn nh\u1ea5t b\u1ea1n c\u00f3 \u0111\u01b0\u1ee3c?<\/span><\/em><\/span><\/p>\n\n\n\n

        Cung c\u1ea5p \u0111\u1ee7 th\u00f4ng tin h\u1eefu \u00edch gi\u1ea3i quy\u1ebft \u0111\u01b0\u1ee3c kh\u00fac m\u1eafc kh\u00f3 kh\u0103n c\u1ee7a kh\u00e1ch h\u00e0ng, b\u1ea1n \u0111\u00e3 \u0111i \u0111\u01b0\u1ee3c n\u1eeda con \u0111\u01b0\u1eddng \u0111\u1ebfn th\u00e0nh c\u00f4ng c\u1ee7a qu\u1ea3ng b\u00e1 th\u01b0\u01a1ng hi\u1ec7u.<\/span><\/p>\n\n\n\n

        1. \n

          T\u1ea1o h\u00e0nh \u0111\u1ed9ng<\/b><\/span><\/h2>\n<\/li><\/ol>\n\n\n\n

          T\u1ea1o h\u00e0nh \u0111\u1ed9ng c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c hi\u1ec3u l\u00e0 nh\u1eefng h\u00e0nh \u0111\u1ed9ng nh\u01b0 m\u1ebfn m\u1ed9, qu\u1ea3ng b\u00e1 hay mua s\u1ea3n ph\u1ea9m c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u. Nh\u1eefng h\u00e0nh \u0111\u1ed9ng n\u00e0y gi\u00fap cho th\u01b0\u01a1ng hi\u1ec7u l\u1edbn m\u1ea1nh v\u00e0 m\u1edf r\u1ed9ng ch\u1eafc ch\u1eafn.<\/span><\/p>\n\n\n\n

          H\u00e0nh \u0111\u1ed9ng l\u00e0 m\u1ee5c ti\u00eau ti\u1ebfp theo sau khi \u0111\u00e3 cung c\u1ea5p \u0111\u1ee7 th\u00f4ng tin th\u01b0\u01a1ng hi\u1ec7u cho kh\u00e1ch h\u00e0ng. D\u00f9 \u0111i theo h\u01b0\u1edbng n\u00e0o \u0111i n\u1eefa, h\u00e0nh \u0111\u1ed9ng c\u1ee7a kh\u00e1ch h\u00e0ng lu\u00f4n l\u00e0 m\u1ee5c ti\u00eau h\u00e0ng \u0111\u1ea7u c\u1ee7a doanh nghi\u1ec7p c\u0169ng nh\u01b0 x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u<\/strong>. <\/span><\/p>\n\n\n\n

          Trong m\u1ee5c ti\u00eau n\u00e0y b\u1ea1n n\u00ean t\u1ea1o c\u00e1c s\u1ef1 ki\u1ec7n l\u1edbn, phong tr\u00e0o qu\u1ea7n ch\u00fang, xu h\u01b0\u1edbng m\u1edbi nh\u1eb1m t\u1ea1o cho kh\u00e1ch h\u00e0ng nh\u1eefng h\u1ee9ng kh\u1edfi gi\u00fap h\u1ecd c\u00f3 nh\u1eefng h\u00e0nh \u0111\u1ed9ng c\u1ed5 \u0111\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u v\u00e0 gi\u1edbi thi\u1ec7u th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ebfn nh\u1eefng ng\u01b0\u1eddi kh\u00e1c. Khi \u0111\u00f3 m\u1ed1i quan h\u1ec7 c\u1ee7a kh\u00e1ch h\u00e0ng v\u00e0 th\u01b0\u01a1ng hi\u1ec7u h\u00ecnh th\u00e0nh v\u00e0 b\u1ed3i \u0111\u1eafp.<\/span><\/p>\n\n\n\n

          1. \n

            C\u1ee7ng c\u1ed1 th\u01b0\u01a1ng hi\u1ec7u<\/b><\/span><\/h2>\n<\/li><\/ol>\n\n\n\n

            C\u1ee7ng c\u1ed1 th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c hi\u1ec3u l\u00e0 x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u ng\u00e0y c\u00e0ng v\u1eefng ch\u1eafc, s\u00e2u \u0111\u1eadm. \u0110\u00f3 l\u00e0 vi\u1ec7c chuy\u1ec3n m\u1ed1i quan h\u1ec7 c\u1ee7a kh\u00e1ch h\u00e0ng v\u1edbi th\u01b0\u01a1ng hi\u1ec7u l\u00ean m\u1ed9t t\u1ea7m m\u1edbi – S\u1ef1 trung th\u00e0nh. <\/span><\/p>\n\n\n\n

            M\u1ee5c ti\u00eau \u1edf \u0111\u00e2y ch\u00ednh l\u00e0 x\u00e2y d\u1ef1ng m\u1ed1i quan h\u1ec7 l\u00e2u d\u00e0i v\u1edbi kh\u00e1ch h\u00e0ng. N\u00f3 s\u1ebd \u0111\u01b0\u1ee3c tri\u1ec3n khai khi m\u00e0 m\u1ed1i quan h\u1ec7 th\u01b0\u01a1ng hi\u1ec7u v\u00e0 kh\u00e1ch h\u00e0ng \u0111\u00e3 t\u1eebng di\u1ec5n ra. Nay m\u1ed7i quan h\u1ec7 \u0111\u00f3 s\u1ebd \u0111\u01b0\u1ee3c c\u1ee7ng c\u1ed1.<\/span><\/p>\n\n\n\n

            Qu\u1ea3ng b\u00e1 th\u01b0\u01a1ng hi\u1ec7u l\u00fac n\u00e0y mang t\u00ednh ch\u1ea5t g\u1ee3i nh\u1edb v\u00e0 l\u01b0u gi\u1eef nh\u1eefng c\u1ea3m x\u00fac, \u1ea5n t\u01b0\u1ee3ng s\u00e2u \u0111\u1eadm v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u. C\u00f3 th\u1ec3 th\u1ea5y Coca v\u00e0 Pepsi l\u00e0m kh\u00e1 t\u1ed1t c\u00f4ng vi\u1ec7c n\u00e0y. Ho\u1ea1t \u0111\u1ed9ng qu\u1ea3ng b\u00e1 l\u00fac n\u00e0y c\u1ea7n \u0111i s\u00e2u v\u00e0o t\u00ednh s\u00e1ng t\u1ea1o v\u00e0 tr\u1ea3i nghi\u1ec7m trong c\u1ea3m x\u00fac ng\u01b0\u1eddi d\u00f9ng. <\/span><\/p>\n\n\n\n

            C\u1ea3 qu\u00e1 tr\u00ecnh d\u00e0i qu\u1ea3ng b\u00e1 th\u01b0\u01a1ng hi\u1ec7u, 5 m\u1ee5c ti\u00eau t\u01b0\u01a1ng \u1ee9ng v\u1edbi 5 giai \u0111o\u1ea1n l\u1edbn<\/strong> v\u00e0 quan tr\u1ecdng quy\u1ebft \u0111\u1ecbnh th\u00e0nh c\u00f4ng c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u. S\u1ef1 hi\u1ec7u qu\u1ea3 c\u00f3 \u0111\u01b0\u1ee3c khi ch\u00fa \u00fd \u0111\u1ebfn t\u1eebng chi ti\u1ebft nh\u1ecf.<\/span><\/p>\n\n\n\n

            Ngu\u1ed3n: Sao kim Branding<\/a><\/strong><\/span><\/span><\/p>\n\n\n\n

            Chuy\u00ean gia s\u1ed1 1 v\u1ec1 thi\u1ebft k\u1ebf th\u01b0\u01a1ng hi\u1ec7u<\/strong><\/span><\/p>\n\n\n\n

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