{"id":320820,"date":"2017-12-15T11:35:45","date_gmt":"2017-12-15T04:35:45","guid":{"rendered":"https:\/\/www.saokim.com.vn\/blog\/?p=320820"},"modified":"2021-06-30T08:27:12","modified_gmt":"2021-06-30T08:27:12","slug":"tai-sao-moi-doanh-nghiep-can-phai-dinh-vi-thuong-hieu","status":"publish","type":"post","link":"https:\/\/www.saokim.com.vn\/blog\/xay-dung-thuong-hieu\/tai-sao-moi-doanh-nghiep-can-phai-dinh-vi-thuong-hieu\/","title":{"rendered":"T\u1ea1i sao m\u1ecdi doanh nghi\u1ec7p c\u1ea7n ph\u1ea3i \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u?"},"content":{"rendered":"

\u0110\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u<\/strong><\/a><\/span> l\u00e0 c\u00e1ch m\u00e0 doanh nghi\u1ec7p t\u1ea1o d\u1ef1ng v\u1ecb tr\u00ed th\u01b0\u01a1ng hi\u1ec7u tr\u00ean th\u1ecb tr\u01b0\u1eddng, trong t\u00e2m tr\u00ed kh\u00e1ch h\u00e0ng, t\u1eeb \u0111\u00f3 \u0111\u1ecbnh h\u01b0\u1edbng s\u1ef1 ph\u00e1t tri\u1ec3n c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u v\u1ec1 l\u00e2u d\u00e0i. M\u1ed7i doanh nghi\u1ec7p l\u1ea1i c\u00f3 m\u1ed9t c\u00e1ch \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u kh\u00e1c nhau, v\u00e0 th\u00f4ng th\u01b0\u1eddng \u0111\u1ecbnh v\u1ecb \u0111\u00f3 s\u1ebd theo su\u1ed1t c\u00f9ng doanh nghi\u1ec7p, in s\u00e2u trong t\u00e2m tr\u00ed kh\u00e1ch h\u00e0ng. \u0110\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u ngay t\u1eeb nh\u1eefng b\u01b0\u1edbc \u0111\u1ea7u s\u1ebd \u0111em l\u1ea1i r\u1ea5t nhi\u1ec1u l\u1ee3i \u00edch v\u1ec1 l\u00e2u d\u00e0i.<\/span><\/p>\n

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Jack Trout (Tr\u00e1i) v\u00e0 Alries Ries (Ph\u1ea3i)<\/span><\/figcaption><\/figure>\n

Ra \u0111\u1eddi t\u1eeb n\u0103m 1969 b\u1edfi Alries Ries & Jack Trout, \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u tr\u1edf th\u00e0nh m\u1ed9t trong nh\u1eefng thu\u1eadt ng\u1eef th\u00f4ng d\u1ee5ng nh\u1ea5t trong nh\u1eefng tr\u1eadn chi\u1ebfn th\u01b0\u01a1ng hi\u1ec7u, \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng nhi\u1ec1u nh\u1ea5t b\u1edfi nh\u1eefng chuy\u00ean gia th\u01b0\u01a1ng hi\u1ec7u, marketing nh\u1eb1m t\u00ecm ra chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u hi\u1ec7u qu\u1ea3 nh\u1ea5t cho doanh nghi\u1ec7p.<\/span><\/p>\n

\u201c\u0110\u1ecbnh<\/em><\/span> v\u1ecb<\/em> th\u01b0\u01a1ng hi\u1ec7u l\u00e0 n\u1ed7 l\u1ef1c \u0111em l\u1ea1i cho s\u1ea3n ph\u1ea9m m\u1ed9t h\u00ecnh \u1ea3nh ri\u00eang, d\u1ec5 \u0111i v\u00e0o nh\u1eadn th\u1ee9c c\u1ee7a kh\u00e1ch h\u00e0ng, l\u00e0 t\u1eadp h\u1ee3p c\u00e1c ho\u1ea1t \u0111\u1ed9ng nh\u1eb1m t\u1ea1o ra cho s\u1ea3n ph\u1ea9m v\u00e0 th\u01b0\u01a1ng hi\u1ec7u s\u1ea3n ph\u1ea9m m\u1ed9t v\u1ecb tr\u00ed x\u00e1c \u0111\u1ecbnh (so v\u1edbi \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh) trong t\u00e2m tr\u00ed kh\u00e1ch h\u00e0ng\u201d (P.Kotler).<\/span><\/i><\/span><\/p>\n

Xem chi ti\u1ebft<\/em><\/span>: \u0110\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u v\u00e0 9 ph\u01b0\u01a1ng ph\u00e1p Brand positioning<\/strong><\/a><\/span><\/span>?<\/strong><\/span><\/span><\/p>\n

5 l\u00fd do m\u1ecdi doanh nghi\u1ec7p c\u1ea7n ph\u1ea3i \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u<\/strong><\/span><\/h2>\n

1. N\u1ed5i b\u1eadt<\/strong><\/span><\/h3>\n

\u0110\u1ecbnh v\u1ecb l\u00e0 cu\u1ed9c chi\u1ebfn \u0111\u1ec3 x\u00e1c \u0111\u1ecbnh m\u00ecnh l\u00e0 ai gi\u1eefa \u0111\u00e1m \u0111\u00f4ng v\u00e0 kh\u1eb3ng \u0111\u1ecbnh m\u1ed9t c\u00e1ch tinh t\u1ebf \u0111\u1ecbnh v\u1ecb \u0111\u00f3 trong t\u00e2m tr\u00ed kh\u00e1ch h\u00e0ng. Tr\u01b0\u1edbc khi b\u1ea1n \u0111\u01b0\u1ee3c bi\u1ebft \u0111\u1ebfn, \u0111\u01b0\u1ee3c hi\u1ec3u, \u0111\u01b0\u1ee3c tin v\u00e0 \u0111\u01b0\u1ee3c y\u00eau, b\u1ea1n c\u1ea7n n\u1ed5i b\u1eadt \u0111\u1ec3 g\u00e2y \u0111\u01b0\u1ee3c s\u1ef1 ch\u00fa \u00fd. \u0110\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u cho b\u1ea1n ch\u1ea5t “kh\u00e1c” bi\u1ec7t \u0111\u1ec3 n\u1ed5i b\u1eadt.<\/span><\/p>\n

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Gi\u1eefa h\u00e0ng ch\u1ee5c t\u00ean tu\u1ed5i \u0111i\u1ec7n tho\u1ea1i l\u1edbn t\u1eeb Samsung, Apple\u2026 v\u1edbi nh\u1eefng t\u00edn \u0111\u1ed3 trung th\u00e0nh b\u1eadc nh\u1ea5t, Bphone th\u1eadt s\u1ef1 c\u1ea7n m\u1ed9t c\u00fa h\u00edch l\u1edbn \u0111\u1ec3 th\u1eadt s\u1ef1 n\u1ed5i b\u1eadt. Trong s\u1ef1 ki\u1ec7n ra m\u1eaft c\u1ee7a Bphone 2, Bphone \u0111\u00e3 l\u00e0m kh\u00e1c bi\u1ec7t v\u1edbi nh\u1eefng t\u00ean tu\u1ed5i nh\u01b0 Oppo, HTC, Asus… <\/span><\/p>\n

Trong khi nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u \u0111\u00f3 trung th\u00e0nh v\u1edbi chi\u1ebfn l\u01b0\u1ee3c “\u0102n theo th\u1ecb tr\u01b0\u1eddng” (Th\u1ecb tr\u01b0\u1eddng c\u00f3 m\u00ecnh c\u0169ng c\u00f3 – \u0110\u1ecbnh v\u1ecb theo t\u00ednh n\u0103ng \u0111i\u1ec3n h\u00ecnh trong th\u1ecb tr\u01b0\u1eddng smartphone), BKAV ch\u1ecdn l\u1ed1i \u0111i kh\u00e1c – “Th\u00e1ch th\u1ee9c th\u1ecb tr\u01b0\u1eddng” – T\u1ea5n c\u00f4ng tr\u1ef1c di\u1ec7n v\u00e0o nh\u1eefng t\u01b0\u1ee3ng \u0111\u00e0i b\u1ea5t h\u1ee7 nh\u01b0 Apple, Samsung. “Ch\u1ea5t\u201d – ch\u1ea5t t\u1eeb ch\u1ea5t l\u01b0\u1ee3ng \u0111\u1ebfn gi\u00e1 c\u1ea3, h\u01a1n n\u1eefa ch\u1ea5t h\u01a1n c\u1ea3 Iphone 6 \u0111ang gi\u00fap Bphone c\u00f3 ti\u1ebfng n\u1ed5 l\u1edbn trong \u0111\u1ea1i ch\u00fang . <\/span><\/p>\n

D\u00f9 hi\u1ec7u qu\u1ea3 th\u1eadt s\u1ef1 cu\u1ed1i c\u00f9ng nh\u01b0 th\u1ebf n\u00e0o ch\u01b0a r\u00f5 nh\u01b0ng \u0111\u1ecbnh v\u1ecb \u201cCh\u1ea5t\u201d \u0111\u00e3 mang l\u1ea1i hi\u1ec7u qu\u1ea3 ban \u0111\u1ea7u – T\u1ea1o ra \u0111\u01b0\u1ee3c s\u1ef1 ch\u00fa \u00fd r\u1ea5t l\u1edbn, gi\u00fap Bphone 2 n\u1ed5i b\u1eadt trong c\u00e1c k\u00eanh truy\u1ec1n th\u00f4ng, x\u00e3 h\u1ed9i.<\/span><\/p>\n

2. S\u1ed1ng s\u00f3t<\/span><\/h2>\n

C\u1ea1nh tranh ng\u00e0y c\u00e0ng kh\u1ed1c li\u1ec7t v\u00e0 kh\u00f3 l\u01b0\u1eddng. M\u1ed9t doanh nghi\u1ec7p kh\u00f4ng ch\u1ec9 \u0111\u1ed1i m\u1eb7t v\u1edbi r\u1ea5t nhi\u1ec1u v\u1ea5n \u0111\u1ec1 n\u1ed9i b\u1ed9 m\u00e0 c\u00f2n ph\u1ea3i chi\u1ebfn \u0111\u1ea5u v\u1edbi nh\u1eefng \u0111\u1ed1i th\u1ee7 \u0111\u00e1ng g\u1eddm chi\u1ebfm l\u0129nh th\u1ecb tr\u01b0\u1eddng t\u1eeb m\u1ecdi ph\u00eda. C\u00e1c \u0111\u1ed1i th\u1ee7 kh\u00f4ng ch\u1ec9 ch\u00e8n \u00e9p t\u1ea1o n\u00ean cu\u1ed9c chi\u1ebfn gi\u00e1 m\u1ed9t m\u1ea5t m\u1ed9t c\u00f2n m\u00e0 c\u00f2n tranh nhau v\u1ecb tr\u00ed x\u1ebfp h\u1ea1ng d\u1eabn \u0111\u1ea7u trong t\u00e2m tr\u00ed kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau.<\/span><\/p>\n

Ngo\u00e0i ra c\u0169ng kh\u00f4ng thi\u1ebfu nh\u1eefng \u0111\u1ed1i th\u1ee7 s\u1eb5n s\u00e0ng ch\u1ea5p nh\u1eadn r\u1ee7i ro \u0111\u1ec3 t\u00ecm ph\u01b0\u01a1ng th\u1ee9c ho\u1ea1t \u0111\u1ed9ng m\u1edbi, s\u1eb5n s\u00e0ng b\u1eaft ch\u01b0\u1edbc b\u1ea5t c\u1ee9 \u0111i\u1ec1u g\u00ec doanh nghi\u1ec7p b\u1ea1n \u0111ang c\u00f3. Ch\u00ednh v\u00ec th\u1ebf, h\u00f4m nay b\u1ea1n \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u s\u1ea3n ph\u1ea9m l\u00e0 B\u1ed9 x\u1eed l\u00fd nhanh g\u1ea5p 3 l\u1ea7n th\u00ec mai \u0111\u1ed1i th\u1ee7 c\u1ee7a b\u1ea1n \u0111\u00e3 c\u00f3 ngay \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u<\/strong> nhanh g\u1ea5p 3 l\u1ea7n, th\u1eadm ch\u00ed 4, 5 l\u1ea7n. B\u1ea1n g\u1ea7n nh\u01b0 th\u1ea5t th\u1ebf.<\/span><\/p>\n

C\u00f9ng v\u1edbi s\u1ef1 ph\u00e1t tri\u1ec3n c\u1ee7a k\u1ef9 thu\u1eadt c\u00f4ng ngh\u1ec7, th\u1ecb tr\u01b0\u1eddng, b\u1ea1n ph\u1ea3i kh\u00f4ng ng\u1eebng \u0111\u1ecbnh v\u1ecb l\u1ea1i m\u00ecnh (\u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u s\u1ea3n ph\u1ea9m) ho\u1eb7c \u0111\u1ecbnh v\u1ecb kh\u00e1c bi\u1ec7t th\u1ef1c s\u1ef1 kh\u00f4ng ai c\u00f3 th\u1ec3 b\u1eaft ch\u01b0\u1edbc b\u1ea1n, ho\u1eb7c \u0111\u1ecbnh v\u1ecb theo th\u1ecb tr\u01b0\u1eddng ng\u00e1ch, b\u1ea1n m\u1edbi c\u00f3 th\u1ec3 t\u1ed3n t\u1ea1i v\u00e0 s\u1ed1ng s\u00f3t.<\/span><\/p>\n

Sau khi Coca chi\u1ebfm g\u1ea7n nh\u01b0 ch\u1ecdn th\u1ecb tr\u01b0\u1eddng \u0111\u1ed3 u\u1ed1ng c\u00f3 coke, Pepsi x\u00e2m nh\u1eadp v\u00e0o v\u00e0 c\u1ea1nh tranh tr\u1ef1c ti\u1ebfp v\u1edbi Coca. Th\u1ecb tr\u01b0\u1eddng b\u1ed7ng ch\u1ed1c x\u1ea3y ra tr\u1eadn chi\u1ebfn th\u01b0\u01a1ng hi\u1ec7u gi\u1eefa hai “\u00f4ng l\u1edbn” coke n\u00e0y. <\/span><\/p>\n

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N\u1ebfu 7Up c\u0169ng lao v\u00e0o cu\u1ed9c chi\u1ebfn m\u00e0 kh\u00f4ng c\u00f3 s\u1ef1 \u0111\u1ecbnh v\u1ecb kh\u00e1c bi\u1ec7t th\u00ec th\u1eadt s\u1ef1 kh\u00f3 l\u00f2ng c\u00f3 th\u1ec3 gi\u00e0nh \u0111\u01b0\u1ee3c th\u1ecb ph\u1ea7n t\u1eeb Coca. Do v\u1eady, 7Up \u0111\u1ecbnh v\u1ecb \u201cth\u1ee9c u\u1ed1ng kh\u00f4ng coke\u201d \u0111\u1ea7u ti\u00ean. \u0110\u1ecbnh v\u1ecb kh\u00e1c bi\u1ec7t theo th\u1ecb tr\u01b0\u1eddng ng\u00e1ch \u0111\u00f3 \u0111\u00e3 gi\u00fap 7Up \u0111\u1ee9ng Top 3 trong danh s\u00e1ch \u0111\u1ed3 u\u1ed1ng ng\u1ecdt t\u1ea1i M\u1ef9, t\u1ea5t nhi\u00ean sau Coca v\u00e0 Pepsi. Th\u1ecb ph\u1ea7n “kh\u00f4ng coke” kh\u00f4ng ai khai th\u00e1c \u0111\u00e3  r\u01a1i v\u00e0o tay 7Up v\u00e0 gi\u00fap 7Up t\u1ed3n t\u1ea1i v\u00e0 ph\u00e1t tri\u1ec3n m\u1ea1nh m\u1ebd \u0111\u1ebfn t\u1eadn ng\u00e0y nay.<\/span><\/p>\n

3. T\u0103ng m\u1ea1nh doanh thu<\/span><\/h2>\n

T\u0103ng doanh thu l\u00e0 mong mu\u1ed1n c\u1ee7a r\u1ea5t nhi\u1ec1u doanh nghi\u1ec7p m\u1edbi th\u00e0nh l\u1eadp v\u00e0 ngay c\u1ea3 nh\u1eefng doanh nghi\u1ec7p l\u00e2u n\u0103m v\u00ec n\u00f3 ph\u1ea3n \u00e1nh \u0111\u1ed9 ph\u1ee7 th\u1ecb tr\u01b0\u1eddng c\u1ee7a doanh nghi\u1ec7p \u0111\u00f3.<\/span><\/p>\n

\u0110\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u<\/strong> \u0111\u1ecbnh v\u1ecb r\u00f5 gi\u1ea3i ph\u00e1p d\u00e0nh cho ng\u01b0\u1eddi d\u00f9ng. H\u1ecd d\u1ec5 d\u00e0ng t\u00ecm ra \u0111\u01b0\u1ee3c \u0111\u00e2u l\u00e0 c\u00e2u tr\u1ea3 l\u1eddi cho v\u1ea5n \u0111\u1ec1 c\u1ee7a m\u00ecnh. Ch\u1ec9 c\u1ea7n l\u01b0\u1edbt qua, kh\u00e1ch h\u00e0ng s\u1ebd nhanh ch\u00f3ng \u0111\u01b0a ra quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng – L\u1ef1a ch\u1ecdn nh\u1eefng \u2018l\u1eddi rao h\u00e0ng\u201d – \u0110\u1ecbnh v\u1ecb – Ph\u00f9 h\u1ee3p v\u1edbi nh\u1ea5t v\u1edbi nhu c\u1ea7u c\u1ee7a m\u00ecnh.<\/span><\/p>\n

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C\u00f3 th\u1ec3 ch\u1ec9 ra m\u1ed9t v\u00ed d\u1ee5 \u0111i\u1ec3n h\u00ecnh l\u00e0 Diet Coke c\u1ee7a Coca (1982). Nh\u1eadn th\u1ee9c \u0111\u01b0\u1ee3c v\u1ea5n \u0111\u1ec1 b\u00e9o ph\u00ec \u0111ang t\u0103ng nhanh, kh\u00e1ch h\u00e0ng r\u1ea5t nh\u1ea1y c\u1ea3m v\u1edbi nh\u1eefng \u0111\u1ed3 \u0103n th\u1ee9c u\u1ed1ng nhi\u1ec1u n\u0103ng l\u01b0\u1ee3ng. Ngay l\u1eadp t\u1ee9c Coca cho ra \u0111\u1eddi s\u1ea3n ph\u1ea9m Diet Coke v\u1edbi \u0111\u1ecbnh v\u1ecb \u201cKh\u00f4ng \u0111\u01b0\u1eddng\u201d . Gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u Coke v\u1ecdt th\u00eam 65%. C\u00f9ng \u0111\u00f3, doanh s\u1ed1 b\u00e1n h\u00e0ng c\u1ee7a Coca t\u0103ng nhanh ch\u00f3ng m\u1eb7t.<\/span><\/p>\n

4. T\u1ea1o si\u00eau l\u1ee3i nhu\u1eadn<\/span><\/h2>\n

C\u00f3 l\u1ebd \u0111\u00e2y l\u00e0 l\u1ee3i \u00edch quan tr\u1ecdng b\u1eadc nh\u1ea5t m\u00e0 doanh nghi\u1ec7p khao kh\u00e1t mu\u1ed1n c\u00f3 \u0111\u01b0\u1ee3c khi \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u<\/strong> n\u00f3i ri\u00eang, x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u n\u00f3i chung. 72% k<\/span>h\u00e1ch h\u00e0ng s\u1eb5n s\u00e0ng chi th\u00eam 20% s\u1ed1 ti\u1ec1n cho m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u h\u1ecd y\u00eau th\u00edch. <\/span><\/span><\/p>\n

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Louis Vuitton – \u0110\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u<\/strong> ch\u1ec9 cho kh\u00e1ch h\u00e0ng h\u1ea1ng sang. Kh\u00e1ch h\u00e0ng kh\u00f4ng b\u1ecf ra c\u1ea3 ch\u1ee5c ng\u00e0n \u0111\u1ebfn tri\u1ec7u \u0111\u00f4 la ch\u1ec9 \u0111\u1ec3 mua m\u1ed9t chi\u1ebfc t\u00fai v\u1ec1 \u0111\u1ef1ng \u0111\u1ed3 trong khi chi ph\u00ed l\u00e0m chi\u1ebfc t\u00fai ch\u01b0a \u0111\u1ebfn 1\/10 m\u1ee9c gi\u00e1. \u0110i\u1ec1u d\u1ec5 nh\u1eadn bi\u1ebft, h\u1ecd kh\u00f4ng mua t\u00fai, h\u1ecd mua ch\u1eef \u201cLouis Vuitton\u201d. \u0110eo tr\u00ean m\u00ecnh chi\u1ebfc t\u00fai ch\u00ednh h\u00e3ng t\u1eeb Vuition – \u0110\u1ecba v\u1ecb sang tr\u1ecdng, gi\u00e0u c\u00f3 v\u00e0 duy nh\u1ea5t c\u1ee7a h\u1ecd \u0111\u01b0\u1ee3c kh\u1eb3ng \u0111\u1ecbnh. Vuitton kh\u00f4ng bao gi\u1edd gi\u1ea3m gi\u00e1 c\u00e0ng kh\u1eafc s\u00e2u \u0111\u1ecbnh v\u1ecb “cao c\u1ea5p” c\u1ee7a ch\u00ednh m\u00ecnh v\u00e0 c\u1ee7ng c\u1ed1 l\u00f2ng tin c\u1ee7a nh\u1eefng t\u00edn \u0111\u1ed3 h\u00e0ng hi\u1ec7u.<\/span><\/p>\n

5. X\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh<\/span><\/h2>\n

Khi th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ecbnh v\u1ecb th\u00e0nh c\u00f4ng m\u1ed9t \u0111\u1eb7c \u0111i\u1ec3m qua m\u1ed9t t\u1eeb, c\u1ee5m t\u1eeb n\u00e0o \u0111\u00f3 v\u00e0o t\u00e2m tr\u00ed kh\u00e1ch h\u00e0ng, \u0111\u1ed1i th\u1ee7 s\u1ebd r\u1ea5t kh\u00f3 kh\u0103n v\u00e0 d\u01b0\u1eddng nh\u01b0 l\u00e0 kh\u00f4ng th\u1ec3 \u0111\u1ec3 chi\u1ebfm \u0111\u01b0\u1ee3c \u0111\u1ecbnh v\u1ecb, v\u1ecb tr\u00ed th\u01b0\u01a1ng hi\u1ec7u \u0111\u00f3 c\u00f3. V\u1ecb tr\u00ed th\u01b0\u01a1ng hi\u1ec7u t\u1ea1o n\u00ean s\u1ee9c m\u1ea1nh tr\u01b0\u1eddng t\u1ed3n c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u.<\/span><\/p>\n

Volvo \u0111\u1ecbnh v\u1ecb g\u1eafn v\u1edbi “S\u1ef1 an to\u00e0n”. Khi m\u00e0 c\u1ea3 th\u1ecb tr\u01b0\u1eddng bi\u1ebft \u0111\u1ebfn Volvo an to\u00e0n, Mercedes-Benz v\u00e0 General Motors li\u1ec1n nh\u1ea3y v\u00e0o chi\u1ebfm l\u1ea5y \u0111\u1ecbnh v\u1ecb \u0111\u00f3 qua nh\u1eefng chi\u1ebfn d\u1ecbch marketing quy m\u00f4 l\u1edbn. D\u00f9 chi ng\u00e2n s\u00e1ch r\u1ea5t h\u00e0o ph\u00f3ng nh\u01b0ng k\u1ebft qu\u1ea3 l\u00e0 kh\u00f4ng m\u1ed9t h\u00e3ng n\u00e0o th\u00e0nh c\u00f4ng.<\/span><\/p>\n

Trung Nguy\u00ean t\u1eadp trung truy\u1ec1n th\u00f4ng, qu\u1ea3ng c\u00e1o nh\u1ea5n m\u1ea1nh \u0111\u1ecbnh v\u1ecb “C\u00e0 ph\u00ea rang xay s\u1ed1 1 t\u1ea1i Vi\u1ec7t Nam”. Th\u1ef1c s\u1ef1 v\u1edbi m\u1ed9t \u0111\u1ecbnh v\u1ecb r\u00f5 n\u00e9t v\u00e0 \u1ea5n t\u01b0\u1ee3ng v\u1edbi nh\u1eefng kh\u00e1ch h\u00e0ng y\u00eau c\u00e0 ph\u00ea nh\u01b0 v\u1eady, Trung Nguy\u00ean tr\u1edf th\u00e0nh m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh. Ngay c\u1ea3 nh\u1eefng g\u00e3 kh\u1ed5ng l\u1ed3 nh\u01b0 Starbucks c\u0169ng \u0111u\u1ed1i s\u1ee9c khi \u0111\u1ea5u v\u1edbi Trung Nguy\u00ean t\u1ea1i th\u1ecb tr\u01b0\u1eddng Vi\u1ec7t Nam.<\/span><\/p>\n

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Khi b\u1ea1n \u0111\u00e1nh m\u1ea5t \u0111i ch\u00ednh \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u<\/strong> c\u1ee7a doanh nghi\u1ec7p, s\u1ee9c m\u1ea1nh b\u1ea1n c\u00f3 s\u1ebd ti\u00eau tan. N\u0103m 1982, Atari – h\u00e3ng “video game” n\u1ed5i ti\u1ebfng mu\u1ed1n g\u1eafn m\u00ecnh v\u1edbi “m\u00e1y t\u00ednh” ch\u1ee9 kh\u00f4ng ph\u1ea3i l\u00e0 h\u00e3ng “tr\u00f2 ch\u01a1i \u0111i\u1ec7n t\u1eed”. Chi\u1ebfn l\u01b0\u1ee3c \u0111\u00f3 \u0111\u00e3 tr\u1edf th\u00e0nh th\u1ea3m h\u1ecda. Atari th\u1ea5t b\u1ea1i. N\u0103m 1986, Nitendo xu\u1ea5t hi\u1ec7n v\u00e0 l\u1ea5y m\u1ea5t \u0111i \u0111\u1ecbnh v\u1ecb “video game” c\u1ee7a Atari.<\/span><\/p>\n

\u0110\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u, n\u00f3i c\u00e1ch kh\u00e1c, ch\u00ednh l\u00e0 kh\u1eb3ng \u0111\u1ecbnh v\u1ecb th\u1ebf \u0111\u1ea7u ti\u00ean, duy nh\u1ea5t c\u1ee7a doanh nghi\u1ec7p tr\u00ean m\u1ed9t l\u0129nh v\u1ef1c, kh\u00eda c\u1ea1nh, g\u00f3c nh\u00ecn n\u00e0o \u0111\u00f3 trong t\u00e2m tr\u00ed kh\u00e1ch h\u00e0ng. Th\u1ee9 h\u1ea1ng \u0111\u1ea7u ti\u00ean \u0111\u00f3 trao cho doanh nghi\u1ec7p v\u00f4 v\u00e0n l\u1ee3i th\u1ebf \u0111\u1ec3 \u0111i l\u00ean.<\/span><\/p>\n

“Ng\u01b0\u1eddi \u0111\u1ea7u ti\u00ean \u0111\u1eb7t ch\u00e2n l\u00ean m\u1eb7t tr\u0103ng l\u00e0 Neil Amstrong. V\u1eady ng\u01b0\u1eddi th\u1ee9 hai l\u00e0 ai? Kh\u00f4ng ai bi\u1ebft v\u00e0 ch\u1eb3ng ai mu\u1ed1n bi\u1ebft. N\u1ebfu anh kh\u00f4ng \u0111\u1ee9ng \u0111\u1ea7u th\u00ec ch\u1eb3ng c\u00f3 \u00fd ngh\u0129a g\u00ec c\u1ea3<\/em>“<\/span><\/p>\n

N\u1ebfu b\u1ea1n \u0111ang c\u1ea7n chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u<\/strong> m\u00e0 ch\u01b0a bi\u1ebft b\u1eaft \u0111\u1ea7u t\u1eeb \u0111\u00e2u, ch\u01b0a hi\u1ec3u quy tr\u00ecnh, h\u00e3y li\u00ean h\u1ec7 ngay \u0111\u1ebfn Sao Kim \u0111\u1ec3 g\u1eb7p nh\u1eefng chuy\u00ean gia th\u01b0\u01a1ng hi\u1ec7u h\u00e0ng \u0111\u1ea7u. \u0110i\u1ec1n th\u00f4ng tin v\u00e0o form d\u01b0\u1edbi \u0111\u00e2y \u0111\u1ec3 nh\u1eadn nh\u1eefng l\u1eddi t\u01b0 v\u1ea5n chuy\u00ean s\u00e2u t\u1eeb c\u00e1c chuy\u00ean gia c\u1ee7a Sao Kim.<\/span><\/p>\n

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

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

Xem th\u00eam nh\u1eefng b\u00e0i vi\u1ebft ch\u1ea5t l\u01b0\u1ee3ng kh\u00e1c:<\/strong><\/p>\n