{"id":323780,"date":"2019-04-17T08:05:11","date_gmt":"2019-04-17T01:05:11","guid":{"rendered":"https:\/\/www.saokim.com.vn\/blog\/?p=323780"},"modified":"2019-04-11T18:00:31","modified_gmt":"2019-04-11T11:00:31","slug":"6-loi-pho-bien-can-tranh-trong-xay-dung-thuong-hieu","status":"publish","type":"post","link":"https:\/\/www.saokim.com.vn\/blog\/xay-dung-thuong-hieu\/6-loi-pho-bien-can-tranh-trong-xay-dung-thuong-hieu\/","title":{"rendered":"6 l\u1ed7i ph\u1ed5 bi\u1ebfn c\u1ea7n tr\u00e1nh trong x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u"},"content":{"rendered":"

Tr\u1edf th\u00e0nh m\u1ed9t doanh nh\u00e2n v\u00e0 ra m\u1eaft m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u l\u00e0 \u0111i\u1ec1u kh\u00f4ng d\u1ec5 d\u00e0ng. N\u00f3 \u0111\u00f2i h\u1ecfi r\u1ea5t nhi\u1ec1u k\u1ef9 n\u0103ng, c\u00f4ng s\u1ee9c v\u00e0 c\u1ea7n 1 ch\u00fat may m\u1eafn. Khi n\u00f3i \u0111\u1ebfn quy\u1ebft \u0111\u1ecbnh x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u<\/a>,<\/span> \u0111\u00f4i khi m\u1ed9t sai l\u1ea7m t\u1ed3i t\u1ec7 c\u00f3 th\u1ec3 l\u00e0m h\u1ecfng c\u1ea3 \u00fd t\u01b0\u1edfng t\u1ed1t nh\u1ea5t. \u0110\u1ec3 ch\u1eafc ch\u1eafn \u0111i\u1ec1u n\u00e0y kh\u00f4ng x\u1ea3y ra v\u1edbi b\u1ea1n, h\u00e3y \u0111\u1ea3m b\u1ea3o b\u1ea1n tr\u00e1nh m\u1eafc ph\u1ea3i b\u1ea5t k\u1ef3 l\u1ed7i n\u00e0o trong s\u00e1u l\u1ed7i ph\u1ed5 bi\u1ebfn nh\u1ea5t sau \u0111\u00e2y.<\/strong><\/span><\/p>\n

\"Nh\u1eefng<\/span><\/p>\n

1. L\u00e0 kh\u00e1ch h\u00e0ng \u0111\u1ecbnh h\u01b0\u1edbng ch\u1ee9 kh\u00f4ng ph\u1ea3i \u0111\u1ed1i th\u1ee7 \u0111\u1ecbnh h\u01b0\u1edbng<\/span><\/h2>\n

B\u1ea1n c\u00f3 th\u1ec3 cho r\u1eb1ng h\u1ea7u h\u1ebft \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh c\u1ee7a b\u1ea1n s\u1ebd do kh\u00e1ch h\u00e0ng \u0111\u1ecbnh h\u01b0\u1edbng. V\u1eady \u0111i\u1ec1u g\u00ec x\u1ea3y ra tr\u00ean th\u1ecb tr\u01b0\u1eddng? M\u1ecdi ng\u01b0\u1eddi ph\u00e1t tri\u1ec3n nh\u1eefng s\u1ea3n ph\u1ea9m t\u01b0\u01a1ng t\u1ef1. <\/span><\/p>\n

L\u1ea5y v\u00ed d\u1ee5 t\u1eeb s\u1ef1 th\u00e0nh c\u00f4ng c\u1ee7a Great Wall. Nh\u1eefng nghi\u00ean c\u1ee9u cho th\u1ea5y, ng\u01b0\u1eddi Trung Qu\u1ed1c \u01b0a th\u00edch xe mui tr\u1ea7n h\u01a1n l\u00e0 SUV v\u00ec xe mui tr\u1ea7n c\u00f3 uy t\u00edn h\u01a1n v\u00e0 SUV l\u00e0 ph\u01b0\u01a1ng ti\u1ec7n thi\u1ebft th\u1ef1c kh\u00f4ng c\u00f3 \u0111\u1ecba v\u1ecb x\u00e3 h\u1ed9i. T\u1eeb nghi\u00ean c\u1ee9u n\u00e0y, Great Wall t\u1eadp trung v\u00e0o SUV v\u00ec 28 c\u00f4ng ty \u00f4 t\u00f4 kh\u00e1c c\u1ee7a Trung Qu\u1ed1c c\u00f3 kh\u1ea3 n\u0103ng t\u1eadp trung v\u00e0o d\u00f2ng xe mui k\u00edn. Nh\u1edd \u0111\u00f3, Great Wall tr\u1edf th\u00e0nh c\u00f4ng ty \u00f4 t\u00f4 l\u1edbn nh\u1ea5t, c\u00f3 l\u1ee3i nhu\u1eadn cao nh\u1ea5t Trung Qu\u1ed1c. <\/span><\/p>\n

C\u00e1c doanh nghi\u1ec7p n\u00ean l\u00e0m nh\u01b0 v\u1eady. B\u1eaft \u0111\u1ea7u b\u1eb1ng c\u00e1ch ph\u00e2n t\u00edch \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh c\u1ee7a b\u1ea1n v\u00e0 c\u1ed1 g\u1eafng t\u00ecm c\u00e1ch kh\u00e1c bi\u1ec7t. B\u1ea1n kh\u00f4ng th\u1ec3 chi\u1ebfn th\u1eafng b\u1eb1ng c\u00e1ch tr\u1edf n\u00ean t\u1ed1t h\u01a1n; b\u1ea1n ch\u1ec9 c\u00f3 th\u1ec3 gi\u00e0nh chi\u1ebfn th\u1eafng b\u1eb1ng c\u00e1ch kh\u00e1c bi\u1ec7t.<\/span><\/p>\n

2. Kh\u00f4ng x\u00e1c \u0111\u1ecbnh tr\u1ecdng t\u00e2m c\u1ee7a b\u1ea1n<\/span><\/h2>\n

M\u1ed7i th\u01b0\u01a1ng hi\u1ec7u th\u00e0nh c\u00f4ng \u0111\u1ec1u c\u00f3 tr\u1ecdng t\u00e2m. N\u1ebfu x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u<\/strong> c\u1ee7a b\u1ea1n l\u00e0 c\u00f4ng ty d\u1eabn \u0111\u1ea7u th\u1ecb tr\u01b0\u1eddng nh\u01b0 Pizza Hut, tr\u1ecdng t\u00e2m c\u1ee7a b\u1ea1n l\u00e0 “l\u00e3nh \u0111\u1ea1o”. Domino’s \u0111\u00e3 thu h\u1eb9p tr\u1ecdng t\u00e2m c\u1ee7a m\u00ecnh v\u00e0o “giao h\u00e0ng t\u1eadn nh\u00e0” v\u00e0 tr\u1edf th\u00e0nh chu\u1ed7i c\u1eeda h\u00e0ng pizza l\u1edbn th\u1ee9 hai. Papa John \u0111\u00e3 thu h\u1eb9p tr\u1ecdng t\u00e2m c\u1ee7a m\u00ecnh \u0111\u1ec3 tr\u1edf th\u00e0nh “th\u00e0nh ph\u1ea7n t\u1ed1t h\u01a1n, pizza t\u1ed1t h\u01a1n.” Little Caesars thu h\u1eb9p tr\u1ecdng t\u00e2m c\u1ee7a n\u00f3 th\u00e0nh “hai chi\u1ebfc pizza v\u1edbi gi\u00e1 c\u1ee7a m\u1ed9t c\u00e1i.” C\u00f3 h\u00e0ng tr\u0103m chu\u1ed7i pizza, nh\u01b0ng b\u1ed1n chu\u1ed7i n\u00e0y th\u1ed1ng tr\u1ecb danh m\u1ee5c.<\/span><\/p>\n

\u0110\u1ed1i v\u1edbi c\u00e1c doanh nh\u00e2n, b\u1ea1n c\u1ea7n \u0111\u1ea3m b\u1ea3o r\u1eb1ng c\u00f4ng ty c\u1ee7a b\u1ea1n c\u00f3 m\u1ed9t g\u00f3c \u0111\u1ed9 m\u1ea1nh m\u1ebd v\u00e0 t\u1ea5t c\u1ea3 c\u00e1c h\u00e0nh \u0111\u1ed9ng v\u00e0 m\u1ee5c ti\u00eau c\u1ee7a b\u1ea1n ph\u00f9 h\u1ee3p v\u1edbi n\u00f3. H\u00e3y t\u1ef1 h\u1ecfi m\u00ecnh, t\u00f4i \u0111ang thi \u0111\u1ea5u \u1edf h\u1ea1ng m\u1ee5c n\u00e0o? V\u00e0 l\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 t\u00f4i x\u00e1c \u0111\u1ecbnh s\u1ef1 kh\u00e1c bi\u1ec7t c\u1ee7a t\u00f4i trong hai ho\u1eb7c ba t\u1eeb.<\/span><\/p>\n

\"Nh\u1edd
Nh\u1edd \u0111\u1ecbnh v\u1ecb t\u1ed1t Papa John \u0111\u00e3 tr\u1edf th\u00e0nh 1 th\u01b0\u01a1ng hi\u1ec7u pizza d\u1eabn \u0111\u1ea7u th\u1ecb tr\u01b0\u1eddng.<\/span><\/em><\/figcaption><\/figure>\n

3. C\u00f3 t\u01b0 t\u01b0\u1edfng xem nh\u1eb9 t\u00ean th\u01b0\u01a1ng hi\u1ec7u<\/span><\/h2>\n

C\u00f4ng ty Hansen Natural \u0111\u00e3 c\u00f3 m\u1ed9t \u00fd t\u01b0\u1edfng tuy\u1ec7t v\u1eddi. C\u00f4ng b\u1ed1 n\u01b0\u1edbc u\u1ed1ng t\u0103ng l\u1ef1c 16-oz \u0111\u1ec3 c\u1ea1nh tranh v\u1edbi 8.3-oz. Red Bull v\u00e0 c\u00e1c nh\u00e3n hi\u1ec7u n\u01b0\u1edbc t\u0103ng l\u1ef1c kh\u00e1c. T\u00ean th\u01b0\u01a1ng hi\u1ec7u: “Natural Energy Pro c\u1ee7a Hansen”. Th\u01b0\u01a1ng hi\u1ec7u \u0111\u00e3 kh\u00f4ng \u0111\u01b0\u1ee3c ng\u01b0\u1eddi ti\u00eau d\u00f9ng bi\u1ebft \u0111\u1ebfn. Sau \u0111\u00f3, Hansen tung ra th\u1ee9c u\u1ed1ng n\u0103ng l\u01b0\u1ee3ng Monster c\u0169ng \u1edf d\u01b0\u1edbi d\u1ea1ng chai 16-oz. Ng\u00e0y nay, Monster l\u00e0 m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh s\u1ed1 2 sau Red Bull. <\/span><\/p>\n

T\u00ean th\u01b0\u01a1ng hi\u1ec7u n\u00ean \u0111\u1ebfn sau c\u00f9ng. Doanh nghi\u1ec7p tr\u01b0\u1edbc ti\u00ean n\u00ean ph\u00e1t tri\u1ec3n m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c ti\u1ebfp th\u1ecb. V\u00e0 sau \u0111\u00f3 \u0111\u1eb7t t\u00ean cho s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 c\u1ee7a h\u1ecd \u0111\u1ec3 ph\u1ea3n \u00e1nh chi\u1ebfn l\u01b0\u1ee3c \u0111\u00f3.<\/span><\/p>\n

4. Kh\u00f4ng s\u1eed d\u1ee5ng m\u1ed9t h\u00ecnh \u1ea3nh m\u1ea1nh m\u1ebd<\/span><\/h2>\n

Nhi\u1ec1u th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh \u0111\u00e3 \u0111\u01b0\u1ee3c x\u00e2y d\u1ef1ng b\u1eb1ng c\u00e1ch s\u1eed d\u1ee5ng m\u1ed9t h\u00ecnh \u1ea3nh \u0111\u1ec3 truy\u1ec1n \u0111\u1ea1t m\u1ed9t \u0111i\u1ec1u g\u00ec \u0111\u00f3 v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u. Chai \u0111\u01b0\u1eddng vi\u1ec1n c\u1ee7a Coca-Cola. Cao b\u1ed3i c\u1ee7a Marlboro. M\u00e0u v\u00e0ng chanh c\u1ee7a Corona. C\u1ed1c c\u1ee7a Stella Artois. L\u00e1t cam c\u1ee7a Blue Moon. T\u1eafc k\u00e8 c\u1ee7a Geico. V\u1ecbt c\u1ee7a Aflac. <\/span><\/p>\n

Tr\u01b0\u1edbc khi ra m\u1eaft m\u1ed9t s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5, c\u00e1c doanh nh\u00e2n n\u00ean c\u1ed1 g\u1eafng t\u00ecm m\u1ed9t h\u00ecnh \u1ea3nh c\u1ee7ng c\u1ed1 chi\u1ebfn l\u01b0\u1ee3c ti\u1ebfp th\u1ecb. R\u1ea5t th\u01b0\u1eddng xuy\u00ean, \u0111i\u1ec1u \u0111\u00f3 \u0111\u00f2i h\u1ecfi m\u1ed9t s\u1ef1 thay \u0111\u1ed5i trong chi\u1ebfn l\u01b0\u1ee3c ho\u1eb7c m\u1ed9t t\u00ean th\u01b0\u01a1ng hi\u1ec7u kh\u00e1c ho\u1eb7c c\u1ea3 hai.<\/span><\/p>\n

5. Cho r\u1eb1ng th\u01b0\u01a1ng hi\u1ec7u m\u1edbi c\u1ee7a b\u1ea1n s\u1ebd nhanh ch\u00f3ng c\u1ea5t c\u00e1nh<\/span><\/h2>\n

\u0110i\u1ec1u \u0111\u00f3 d\u1eabn \u0111\u1ebfn nhi\u1ec1u quy\u1ebft \u0111\u1ecbnh t\u1ed3i t\u1ec7, ch\u1eb3ng h\u1ea1n nh\u01b0 chi m\u1ea1nh cho qu\u1ea3ng c\u00e1o \u0111\u1ec3 ra m\u1eaft th\u01b0\u01a1ng hi\u1ec7u. Ng\u00e0y nay, c\u00e1ch t\u1ed1t nh\u1ea5t \u0111\u1ec3 ra m\u1eaft m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u m\u1edbi l\u00e0 PR. B\u1ea1n ch\u1ec9 n\u00ean s\u1eed d\u1ee5ng qu\u1ea3ng c\u00e1o sau khi th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n \u0111\u00e3 \u0111\u01b0\u1ee3c thi\u1ebft l\u1eadp. PR \u0111\u1ea7u ti\u00ean r\u1ed3i sau \u0111\u00f3 qu\u1ea3ng c\u00e1o l\u00e0 c\u00e1ch t\u1ed1t nh\u1ea5t, v\u1eeba ti\u1ebft ki\u1ec7m m\u00e0 v\u1eabn hi\u1ec7u qu\u1ea3.<\/span><\/p>\n

H\u00e3y nh\u1edb r\u1eb1ng, c\u00e1c doanh nghi\u1ec7p n\u00ean d\u00e0nh ra m\u1ed9t kho\u1ea3ng th\u1eddi gian \u0111\u00e1ng k\u1ec3 \u0111\u1ec3 th\u1ef1c hi\u1ec7n PR. Thu\u00ea m\u1ed9t c\u00f4ng ty PR l\u00e0 m\u1ed9t l\u1ef1a ch\u1ecdn ch\u1ec9 d\u00e0nh cho nh\u1eefng doanh nghi\u1ec7p \u0111\u00e3 x\u00e2y d\u1ef1ng \u0111\u01b0\u1ee3c n\u1ec1n t\u1ea3ng kinh doanh \u0111\u00e1ng k\u1ec3. C\u00f2n kh\u00f4ng, n\u00f3 l\u00e0 m\u1ed9t s\u1ef1 l\u00e3ng ph\u00ed th\u1eddi gian v\u00e0 ti\u1ec1n b\u1ea1c.<\/span><\/p>\n

\"H\u00e3y
H\u00e3y chu\u1ea9n b\u1ecb th\u1eadt t\u1ed1t thay v\u00ec \u1ea3o t\u01b0\u1edfng th\u01b0\u01a1ng hi\u1ec7u s\u1ebd nhanh ch\u00f3ng c\u1ea5t c\u00e1nh.<\/span><\/em><\/figcaption><\/figure>\n

6. M\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n<\/span><\/h2>\n

M\u1ed9t khi th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n b\u1eaft \u0111\u1ea7u c\u1ea5t c\u00e1nh, b\u1ea1n c\u1ea7n ch\u1ed1ng l\u1ea1i s\u1ef1 th\u00f4i th\u00fac mu\u1ed1n m\u1edf r\u1ed9ng. H\u00e3y nh\u00ecn v\u00e0o McDonald. M\u1eb7c d\u00f9 \u0111\u00e3 th\u00eam h\u00e0ng ch\u1ee5c v\u00e0 h\u00e0ng ch\u1ee5c m\u1eb7t h\u00e0ng v\u00e0o th\u1ef1c \u0111\u01a1n c\u1ee7a m\u00ecnh, chu\u1ed7i c\u1eeda h\u00e0ng n\u00e0y ng\u00e0y nay v\u1eabn \u0111ang g\u1eb7p r\u1eafc r\u1ed1i. M\u1eb7t kh\u00e1c, h\u00e3y nh\u00ecn v\u00e0o In-N-Out Burger, ch\u1ec9 c\u00f3 b\u1ed1n th\u1ee9 \u0111\u1ec3 \u0103n trong th\u1ef1c \u0111\u01a1n c\u1ee7a n\u00f3: hamburger, cheeseburger, double-double (m\u1ed9t hamburger \u0111\u00f4i) v\u00e0 khoai t\u00e2y chi\u00ean nh\u01b0ng doanh thu tr\u00ean m\u1ed7i \u0111\u01a1n v\u1ecb v\u1eabn cao h\u01a1n McDonald. <\/span><\/p>\n

H\u00e3y nh\u00ecn v\u00e0o Yahoo, m\u1ed9t c\u00f4ng ty \u0111\u00e3 t\u1eebng th\u1ed1ng tr\u1ecb th\u1ecb tr\u01b0\u1eddng “t\u00ecm ki\u1ebfm” tr\u00ean Internet v\u00e0 c\u00f3 gi\u00e1 tr\u1ecb 140 t\u1ef7 \u0111\u00f4 la tr\u00ean th\u1ecb tr\u01b0\u1eddng ch\u1ee9ng kho\u00e1n. Nh\u01b0ng Yahoo nhanh ch\u00f3ng \u0111a d\u1ea1ng h\u00f3a th\u00e0nh m\u1ed9t c\u1ed5ng th\u00f4ng tin v\u00e0 \u0111\u00e3 th\u1ef1c hi\u1ec7n nhi\u1ec1u v\u1ee5 mua l\u1ea1i v\u00e0 ch\u00fang th\u00e0nh Yahoo Mail, Yahoo Games, Yahoo Groups, Yahoo Pager… Ng\u00e0y nay, Yahoo ch\u1ec9 \u0111\u00e1ng gi\u00e1 30 t\u1ef7 \u0111\u00f4 la tr\u00ean th\u1ecb tr\u01b0\u1eddng ch\u1ee9ng kho\u00e1n v\u00e0 c\u00f3 l\u1ebd l\u00e0 25 t\u1ef7 \u0111\u00f4 la do th\u00e2u t\u00f3m Alibaba. <\/span><\/p>\n

Trong khi \u0111\u00f3, Google v\u1eabn c\u00f2n l\u00e0 m\u1ed9t c\u00f4ng c\u1ee5 t\u00ecm ki\u1ebfm thu\u1ea7n t\u00fay v\u00e0 hi\u1ec7n tr\u1ecb gi\u00e1 l\u00e0 498 t\u1ef7 \u0111\u00f4 la tr\u00ean th\u1ecb tr\u01b0\u1eddng ch\u1ee9ng kho\u00e1n. Nh\u01b0ng ngay c\u1ea3 Google c\u0169ng r\u01a1i v\u00e0o c\u00e1i b\u1eaby m\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u00ecnh. \u0110\u00f3 l\u00e0 c\u00e2u th\u1ea7n ch\u00fa c\u1ee7a doanh nghi\u1ec7p M\u1ef9, ti\u1ebfp t\u1ee5c m\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u cho \u0111\u1ebfn khi n\u00f3 r\u01a1i kh\u1ecfi v\u00e1ch \u0111\u00e1. <\/span><\/p>\n

Ngo\u1ea1i tr\u1eeb vi\u1ec7c m\u1edf r\u1ed9ng \u0111\u1ecba l\u00fd, c\u00e1c doanh nghi\u1ec7p g\u1ea7n nh\u01b0 kh\u00f4ng bao gi\u1edd m\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u<\/strong> c\u1ee7a h\u1ecd. Tuy nhi\u00ean, kh\u00e1 th\u01b0\u1eddng xuy\u00ean, h\u1ecd n\u00ean l\u00e0m ng\u01b0\u1ee3c l\u1ea1i: thu h\u1eb9p tr\u1ecdng t\u00e2m.<\/span><\/p>\n

>>C\u00f3 th\u1ec3 b\u1ea1n mu\u1ed1n \u0111\u1ecdc th\u00eam:<\/strong><\/span><\/p>\n