{"id":320464,"date":"2017-11-10T13:59:33","date_gmt":"2017-11-10T06:59:33","guid":{"rendered":"https:\/\/www.saokim.com.vn\/blog\/?p=320464"},"modified":"2019-04-01T15:46:00","modified_gmt":"2019-04-01T08:46:00","slug":"ung-dung-4p-trong-marketing-de-xay-dung-thuong-hieu","status":"publish","type":"post","link":"https:\/\/www.saokim.com.vn\/blog\/xay-dung-thuong-hieu\/ung-dung-4p-trong-marketing-de-xay-dung-thuong-hieu\/","title":{"rendered":"\u1ee8ng d\u1ee5ng 4p trong marketing \u0111\u1ec3 x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u"},"content":{"rendered":"

C\u00f4ng th\u1ee9c Marketing 4P (hay c\u00f2n g\u1ecdi l\u00e0 Mix)<\/strong><\/em>\u00a0l\u00e0 c\u00f4ng c\u1ee5 r\u1ea5t quen thu\u1ed9c v\u1edbi c\u00e1c marketer. Tuy nhi\u00ean, kh\u00f4ng ph\u1ea3i ai c\u0169ng bi\u1ebft c\u00e1ch \u00e1p d\u1ee5ng c\u00f4ng c\u1ee5 n\u00e0y \u0111\u1ec3 t\u1ea1o hi\u1ec7u \u1ee9ng t\u1ed1t nh\u1ea5t trong vi\u1ec7c x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u<\/strong><\/a><\/span>.<\/span><\/p>\n

4P \u0111\u01b0\u1ee3c bi\u1ebft \u0111\u1ebfn l\u00e0 4 y\u1ebfu t\u1ed1 c\u1ee7a ho\u1ea1t \u0111\u1ed9ng Marketing g\u1ed3m Product, Price, Place v\u00e0 Promotion
\n<\/span><\/b><\/span><\/p>\n

1. Product – \u1ee8ng d\u1ee5ng \u0111\u1ec3 th\u1ec3 hi\u1ec7n \u0111\u1eb7c t\u00ednh c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u<\/b><\/span><\/h2>\n

Product l\u00e0 s\u1ea3n ph\u1ea9m m\u00e0 doanh nghi\u1ec7p cung c\u1ea5p ra th\u1ecb tr\u01b0\u1eddng, c\u00f2n “th\u01b0\u01a1ng hi\u1ec7u<\/strong>” ch\u00ednh l\u00e0 t\u1ea5t c\u1ea3 c\u1ea3m x\u00fac c\u1ee7a kh\u00e1ch h\u00e0ng v\u1ec1 s\u1ea3n ph\u1ea9m v\u00e0 doanh nghi\u1ec7p. Th\u01b0\u01a1ng hi\u1ec7u c\u00f3 \u0111\u01b0\u1ee3c khi kh\u00e1ch h\u00e0ng c\u00f4ng nh\u1eadn s\u1ef1 hi\u1ec7n di\u1ec7n c\u1ee7a doanh nghi\u1ec7p th\u00f4ng qua tr\u1ea3i nghi\u1ec7m\/nh\u1eadn bi\u1ebft s\u1ea3n ph\u1ea9m. <\/span><\/p>\n

\"thi\u1ebft<\/span><\/p>\n

S\u1ea3n ph\u1ea9m \u0111\u1ecbnh h\u00ecnh \u0111\u1eb7c t\u00ednh c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u. Nh\u1eefng doanh nghi\u1ec7p cung c\u1ea5p c\u00e1c s\u1ea3n ph\u1ea9m kh\u00e1c nhau s\u1ebd c\u00f3 \u0111\u1eb7c t\u00ednh th\u01b0\u01a1ng hi\u1ec7u kh\u00e1c nhau. V\u00ed d\u1ee5, doanh nghi\u1ec7p cung c\u1ea5p s\u1ea3n ph\u1ea9m c\u00f4ng ngh\u1ec7 s\u1ebd c\u00f3 h\u00ecnh \u1ea3nh \u0111\u01b0\u1ee3c c\u1ea3m nh\u1eadn kh\u00e1c v\u1edbi doanh nghi\u1ec7p cung c\u1ea5p s\u1ea3n ph\u1ea9m thu\u1ed9c ng\u00e0nh n\u00f4ng nghi\u1ec7p<\/em>.<\/span><\/p>\n

S\u1ea3n ph\u1ea9m l\u00e0 c\u00e1ch t\u1ed1t nh\u1ea5t \u0111\u1ec3 qu\u1ea3ng b\u00e1 th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ebfn m\u1ecdi ng\u01b0\u1eddi th\u00f4ng qua qu\u00e1 tr\u00ecnh tr\u1ea3i nghi\u1ec7m to\u00e0n b\u1ed9 s\u1ea3n ph\u1ea9m – c\u1ea3m quan t\u1eeb bao b\u00ec s\u1ea3n ph\u1ea9m \u0111\u1ebfn ch\u1ea5t l\u01b0\u1ee3ng b\u00ean trong s\u1ea3n ph\u1ea9m<\/strong><\/em>. Thi\u1ebft k\u1ebf bao b\u00ec<\/strong> c\u1ea7n ph\u1ea3i \u0111\u00e1p \u1ee9ng \u0111\u01b0\u1ee3c nh\u1eefng y\u00eau c\u1ea7u sau gi\u00fap cho s\u1ea3n ph\u1ea9m th\u1ec3 hi\u1ec7n \u0111\u01b0\u1ee3c n\u00e9t c\u00e1 t\u00ednh c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u.<\/span><\/p>\n

– Th\u1ec3 hi\u1ec7n \u0111\u01b0\u1ee3c t\u00ean th\u01b0\u01a1ng hi\u1ec7u, logo tr\u00ean s\u1ea3n ph\u1ea9m. <\/span><\/p>\n

– Ch\u1ee9ng t\u1ecf \u0111\u01b0\u1ee3c l\u00e0 gi\u1ea3i ph\u00e1p h\u1eefu hi\u1ec7u cho nh\u1eefng mong mu\u1ed1n c\u1ee7a kh\u00e1ch h\u00e0ng.<\/span><\/p>\n

– S\u00e1ng t\u1ea1o, b\u1eaft m\u1eaft v\u00e0 \u0111\u1eb7c bi\u1ec7t kh\u00e1c bi\u1ec7t v\u1edbi \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh<\/span><\/p>\n

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

X\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u t\u1eeb ch\u00ednh s\u1ea3n ph\u1ea9m lu\u00f4n l\u00e0 b\u01b0\u1edbc \u0111i kh\u00f4n ngoan. <\/strong><\/em><\/span><\/p>\n

V\u00ed d\u1ee5 v\u1edbi c\u00e2u chuy\u1ec7n c\u1ee7a Coca Cola, nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c nh\u1eadn bi\u1ebft \u0111\u01b0\u1ee3c t\u1eeb m\u00f9i v\u1ecb, m\u00e0u s\u1eafc, ki\u1ec3u d\u00e1ng thi\u1ebft k\u1ebf s\u1ea3n ph\u1ea9m: ki\u1ec3u d\u00e1ng chai \u0111\u1ed9c \u0111\u00e1o c\u1ee7a Coca; thi\u1ebft k\u1ebf bao b\u00ec s\u1ea3n ph\u1ea9m<\/strong> v\u1edbi th\u00f4ng tin v\u00e0 th\u00f4ng \u0111i\u1ec7p kh\u00e1c bi\u1ec7t v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u.<\/span><\/p>\n

Nh\u1eefng thi\u1ebft k\u1ebf nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u<\/strong> \u0111\u1eadm n\u00e9t c\u00e1 t\u00ednh ri\u00eang tr\u00ean s\u1ea3n ph\u1ea9m l\u00e0 d\u1ea5u hi\u1ec7u \u0111\u1ea7u ti\u00ean c\u1ee7a m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u th\u00e0nh c\u00f4ng nh\u01b0 th\u01b0\u01a1ng hi\u1ec7u b\u00e1nh Kinh \u0110\u00f4 c\u1ee7a Vi\u1ec7t Nam v\u1eady!<\/span><\/p>\n

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

Xem th\u00eam: 9 xu h\u01b0\u1edbng thi\u1ebft k\u1ebf bao b\u00ec chuy\u00ean nghi\u1ec7p – \u0111\u1ed9c \u0111\u00e1o m\u00e0 doanh nghi\u1ec7p n\u00e0o c\u0169ng n\u00ean bi\u1ebft<\/a><\/span><\/strong><\/em><\/span><\/p>\n

2. Price – Chi ph\u00ed x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u<\/b><\/span><\/h2>\n

Price \u1edf \u0111\u00e2y \u0111\u01b0\u1ee3c hi\u1ec3u l\u00e0 gi\u00e1 \u0111\u1ec3 x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u. X\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u<\/strong> l\u00e0 m\u1ed9t k\u1ebf ho\u1ea1ch d\u1ef1a tr\u00ean m\u1ed9t ngu\u1ed3n ng\u00e2n s\u00e1ch \u1ed5n \u0111\u1ecbnh v\u00e0 duy tr\u00ec \u0111\u01b0\u1ee3c trong l\u00e2u d\u00e0i. Chi ph\u00ed b\u1ecf ra c\u1ea7n t\u01b0\u01a1ng x\u1ee9ng v\u1edbi m\u1ee5c ti\u00eau x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u. <\/span><\/p>\n

Ngay t\u1eeb th\u1eddi \u0111i\u1ec3m m\u1edbi b\u1eaft \u0111\u1ea7u b\u01b0\u1edbc ch\u00e2n v\u00e0o ng\u00e0nh vi\u1ec5n th\u00f4ng, Viettel \u0111\u00e3 chi t\u1edbi 45000 USD \u0111\u1ec3 x\u00e2y d\u1ef1ng b\u1ed9 nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u ho\u00e0n ch\u1ec9nh, v\u00e0 \u0111\u1ecbnh v\u1ecb trong t\u00e2m tr\u00ed kh\u00e1ch h\u00e0ng t\u1edbi m\u00e3i v\u1ec1 sau.<\/span><\/p>\n

Xem th\u00eam: C\u00e2u chuy\u1ec7n x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a Viettel<\/a><\/span><\/strong><\/em><\/span><\/p>\n

\"viettel-quy-hoach-tong-dai-cham-soc-khach-hang\"<\/span><\/p>\n

X\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u l\u00e0 m\u1ed9t qu\u00e1 tr\u00ecnh \u0111\u1ecfi h\u1ecfi m\u1ed9t k\u1ebf ho\u1ea1ch chi ti\u00eau ng\u00e2n s\u00e1ch h\u1ee3p l\u00fd nh\u1eb1m tr\u1ea3 l\u1eddi c\u00e1c c\u00e2u h\u1ecfi nh\u01b0<\/span><\/p>\n

– Ng\u00e2n s\u00e1ch bao nhi\u00eau \u0111\u1ec3 \u0111\u00e1p \u1ee9ng \u0111\u01b0\u1ee3c m\u1ee5c ti\u00eau c\u1ee7a x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u<\/span><\/p>\n

– L\u1ef1a ch\u1ecdn d\u1ecbch v\u1ee5 thi\u1ebft k\u1ebf th\u01b0\u01a1ng hi\u1ec7u hi\u1ec7u qu\u1ea3, uy t\u00edn ph\u00f9 h\u1ee3p v\u1edbi ng\u00e2n s\u00e1ch<\/span><\/p>\n

– \u0110\u1ed1i th\u1ee7 chi ra bao nhi\u00eau \u0111\u1ec3 x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u<\/strong><\/span><\/p>\n

D\u00f9 th\u1ebf n\u00e0o nhi\u1ec7m v\u1ee5 v\u1eabn l\u00e0 \u0111\u1ea1t \u0111\u01b0\u1ee3c m\u1ee5c ti\u00eau trong qu\u00e1 tr\u00ecnh x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u.<\/span><\/p>\n

3. Place K\u00eanh qu\u1ea3ng b\u00e1 th\u01b0\u01a1ng hi\u1ec7u<\/b><\/span><\/h2>\n

Place \u1edf \u0111\u00e2y \u0111\u01b0\u1ee3c hi\u1ec3u l\u00e0 k\u00eanh ph\u00e2n ph\u1ed1i th\u01b0\u01a1ng hi\u1ec7u hay n\u00f3i c\u00e1ch kh\u00e1c l\u00e0 k\u00eanh qu\u1ea3ng b\u00e1 th\u01b0\u01a1ng hi\u1ec7u. Qu\u00e1 tr\u00ecnh n\u00e0y \u0111\u01b0\u1ee3c hi\u1ec3u l\u00e0 t\u00ecm c\u00e1ch ti\u1ebfp c\u1eadn \u0111\u1ebfn kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau \u0111\u00fang n\u01a1i, \u0111\u00fang ch\u1ed7 v\u00e0 \u0111\u00fang th\u1eddi \u0111i\u1ec3m nh\u1eb1m \u0111\u1ea1t \u0111\u01b0\u1ee3c m\u1ee5c ti\u00eau t\u0103ng s\u1ef1 nh\u1eadn bi\u1ebft t\u1ed1i \u0111a c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u v\u1edbi kh\u00e1ch h\u00e0ng. <\/span><\/p>\n

\"X\u00e2y<\/span><\/p>\n

M\u1ed7i th\u01b0\u01a1ng hi\u1ec7u c\u1ea7n ch\u1ecdn m\u1ed9t k\u00eanh ph\u00e2n ph\u1ed1i ri\u00eang nh\u1eb1m ph\u00f9 h\u1ee3p v\u1edbi h\u00e0nh vi, c\u00e1ch ti\u1ebfp c\u1eadn th\u00f4ng tin c\u1ee7a kh\u00e1ch h\u00e0ng. \u00a0V\u00ed d\u1ee5 kh\u00e1ch h\u00e0ng l\u00e0 ng\u01b0\u1eddi gi\u00e0 th\u00ec k\u00eanh ph\u00e2n ph\u1ed1i c\u1ea7n truy\u1ec1n th\u1ed1ng nh\u01b0 TV hay b\u00e1o \u0111\u00e0i nh\u01b0ng v\u1edbi ng\u01b0\u1eddi tr\u1ebb m\u1ea1ng x\u00e3 h\u1ed9i l\u00e0 s\u1ef1 l\u1ef1a ch\u1ecdn kh\u00f4ng th\u1ec3 h\u1ee3p l\u00fd h\u01a1n.<\/span><\/p>\n

Xu h\u01b0\u1edbng s\u1eed d\u1ee5ng Internet l\u00e0 m\u1ed9t l\u00e0 k\u00eanh v\u00f4 c\u00f9ng ti\u1ec1m n\u0103ng \u0111\u1ec3 qu\u1ea3ng b\u00e1 th\u01b0\u01a1ng hi\u1ec7u. \u0110\u00f3 c\u0169ng l\u00e0 c\u00e1ch ti\u1ebfp c\u1eadn di\u1ec7n r\u1ed9ng gi\u00fap tr\u1ea3 l\u1eddi nhanh ch\u00f3ng cho c\u00e1c c\u00e2u h\u1ecfi:<\/span><\/p>\n

– Th\u01b0\u01a1ng hi\u1ec7u n\u00ean \u0111\u1ebfn v\u1edbi kh\u00e1ch h\u00e0ng \u1edf \u0111\u00e2u?<\/span><\/p>\n

– H\u00ccnh th\u1ee9c ti\u1ebfp c\u1eadn tr\u1ef1c ti\u1ebfp t\u1ea1i c\u1eeda h\u00e0ng, si\u00eau th\u1ecb hay gi\u00e1n ti\u1ebfp qua truy\u1ec1n th\u00f4ng \u0111i\u1ec7n t\u1eed.<\/span><\/p>\n

– So v\u1edbi \u0111\u1ed1i th\u1ee7, b\u1ea1n c\u00f3 c\u00e1ch ti\u1ebfp c\u1eadn m\u1edbi h\u01a1n kh\u00f4ng?<\/span><\/p>\n

Place \u0111\u1eb7t ra th\u00e1ch th\u1ee9c trong x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u \u1edf ph\u00e2n \u0111o\u1ea1n ch\u1ecdn ph\u01b0\u01a1ng th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c truy\u1ec1n \u0111i v\u00e0 lan r\u1ed9ng.<\/span><\/p>\n

4. Promotion qu\u1ea3ng b\u00e1 th\u01b0\u01a1ng hi\u1ec7u<\/b><\/span><\/h2>\n

Promotion l\u00e0 giai \u0111o\u1ea1n tr\u1ef1c ti\u1ebfp \u0111\u01b0a th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ebfn v\u1edbi c\u00f4ng ch\u00fang, l\u00e0 kh\u00e2u quy\u1ebft \u0111\u1ecbnh \u0111\u1ebfn c\u1ea3 qu\u00e1 tr\u00ecnh x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u. D\u00fa b\u1ea1n c\u00f3 s\u1ea3n ph\u1ea9m \u0111\u01b0\u1ee3c thi\u1ebft k\u1ebf t\u1ed1t, ng\u00e2n s\u00e1ch d\u1ed3i d\u00e0o, ch\u1ecdn k\u00eanh ph\u00e2n ph\u1ed1i \u00edt ng\u01b0\u1eddi c\u1ea1nh tranh m\u00e0 kh\u00f4ng c\u00f3 chi\u1ebfn l\u01b0\u1ee3c qu\u1ea3ng b\u00e1 th\u01b0\u01a1ng hi\u1ec7u ph\u00f9 h\u1ee3p c\u0169ng s\u1ebd th\u1ea5t b\u1ea1i. <\/span><\/p>\n

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

C\u00e1c ho\u1ea1t \u0111\u1ed9ng qu\u1ea3ng b\u00e1 th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3 k\u1ec3 \u0111\u1ebfn nh\u01b0 qu\u1ea3ng c\u00e1o, catalog, quan h\u1ec7 c\u00f4ng ch\u00fang v\u00e0 b\u00e1n l\u1ebb, c\u1ee5 th\u1ec3 l\u00e0 qu\u1ea3ng c\u00e1o tr\u00ean truy\u1ec1n h\u00ecnh, \u0111\u00e0i ph\u00e1t thanh, b\u00e1o ch\u00ed, c\u00e1c b\u1ea3ng th\u00f4ng b\u00e1o, \u0111\u01b0a s\u1ea3n ph\u1ea9m v\u00e0o phim \u1ea3nh, t\u00e0i tr\u1ee3 cho c\u00e1c ch\u01b0\u01a1ng tr\u00ecnh truy\u1ec1n h\u00ecnh v\u00e0 c\u00e1c k\u00eanh ph\u00e1t thanh \u0111\u01b0\u1ee3c \u0111\u00f4ng \u0111\u1ea3o c\u00f4ng ch\u00fang theo d\u00f5i, t\u00e0i tr\u1ee3 cho c\u00e1c ch\u01b0\u01a1ng tr\u00ecnh d\u00e0nh cho kh\u00e1ch h\u00e0ng th\u00e2n thi\u1ebft. Google v\u00e0 Facebook c\u0169ng l\u00e0 m\u1ed9t c\u00f4ng c\u1ee5 hi\u1ec7u qu\u1ea3 ti\u1ec1m n\u0103ng \u0111\u1ec3 ti\u1ebfp c\u1eadn nhanh ch\u00f3ng l\u01b0\u1ee3ng l\u1edbn kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau.<\/span><\/p>\n

Promotion th\u01b0\u01a1ng hi\u1ec7u c\u1ea7n \u0111i \u0111\u1ebfn gi\u1ea3i quy\u1ebft c\u00e1c v\u1ea5n \u0111\u1ec1 nh\u01b0<\/span><\/p>\n