{"id":334425,"date":"2025-11-20T14:00:41","date_gmt":"2025-11-20T07:00:41","guid":{"rendered":"https:\/\/www.saokim.com.vn\/blog\/?p=334425"},"modified":"2025-11-20T14:00:44","modified_gmt":"2025-11-20T07:00:44","slug":"4-dau-hieu-doanh-nghiep-can-tai-dinh-vi-thuong-hieu","status":"publish","type":"post","link":"https:\/\/www.saokim.com.vn\/blog\/bao-chi\/4-dau-hieu-doanh-nghiep-can-tai-dinh-vi-thuong-hieu\/","title":{"rendered":"4 d\u1ea5u hi\u1ec7u doanh nghi\u1ec7p c\u1ea7n t\u00e1i \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u"},"content":{"rendered":"\n

Th\u1ecb tr\u01b0\u1eddng thay \u0111\u1ed5i t\u1eebng ng\u00e0y, nh\u01b0ng nhi\u1ec1u th\u01b0\u01a1ng hi\u1ec7u l\u1ea1i loay hoay trong chi\u1ebfc \u00e1o c\u0169: Kh\u00e1ch h\u00e0ng kh\u00f4ng hi\u1ec3u b\u1ea1n l\u00e0 ai, marketing \u201c\u0111\u1ed1t ti\u1ec1n\u201d m\u00e0 ch\u1eb3ng ra k\u1ebft qu\u1ea3, gi\u00e1 tr\u1ecb b\u1ecb \u00e9p xu\u1ed1ng v\u00e0 h\u00ecnh \u1ea3nh l\u1ea1c h\u1eadu so v\u1edbi t\u1ea7m v\u00f3c th\u1eadt s\u1ef1. D\u01b0\u1edbi \u0111\u00e2y ch\u00ednh l\u00e0 4 d\u1ea5u hi\u1ec7u cho th\u1ea5y \u0111\u00e3 \u0111\u1ebfn l\u00fac doanh nghi\u1ec7p c\u1ea7n t\u00e1i \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u<\/strong> \u0111\u1ec3 l\u1ea5y l\u1ea1i l\u1ee3i th\u1ebf c\u1ea1nh tranh v\u00e0 m\u1edf ra c\u01a1 h\u1ed9i t\u0103ng tr\u01b0\u1edfng m\u1edbi.<\/em><\/p>\n\n\n\n

1. Kh\u00e1ch h\u00e0ng kh\u00f4ng th\u1ef1c s\u1ef1 hi\u1ec3u b\u1ea1n l\u00e0 ai ho\u1eb7c hi\u1ec3u sai<\/h2>\n\n\n\n

M\u1ed9t trong nh\u1eefng v\u1ea5n \u0111\u1ec1 nghi\u00eam tr\u1ecdng nh\u1ea5t c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u l\u00e0 s\u1ef1 m\u01a1 h\u1ed3 trong nh\u1eadn th\u1ee9c c\u1ee7a kh\u00e1ch h\u00e0ng. Khi ng\u01b0\u1eddi ti\u00eau d\u00f9ng kh\u00f4ng th\u1ec3 \u0111\u1ecbnh ngh\u0129a r\u00f5 r\u00e0ng b\u1ea1n l\u00e0 ai, b\u1ea1n kh\u00e1c bi\u1ec7t \u1edf \u0111i\u1ec3m n\u00e0o, b\u1ea1n mang l\u1ea1i gi\u00e1 tr\u1ecb g\u00ec – th\u00ec m\u1ecdi n\u1ed7 l\u1ef1c b\u00e1n h\u00e0ng hay marketing \u0111\u1ec1u tr\u1edf n\u00ean k\u00e9m hi\u1ec7u qu\u1ea3. <\/p>\n\n\n\n

\"Biti\u2019s
Biti\u2019s l\u00e0 minh ch\u1ee9ng cho vi\u1ec7c thay \u0111\u1ed5i \u0111\u1ec3 k\u1ebft n\u1ed1i g\u1ea7n h\u01a1n v\u1edbi kh\u00e1ch h\u00e0ng<\/em><\/figcaption><\/figure>\n\n\n\n

Tr\u01b0\u1edbc n\u0103m 2016, Biti\u2019s v\u1eabn g\u1eafn li\u1ec1n v\u1edbi h\u00ecnh \u1ea3nh \u201cgi\u00e0y h\u1ecdc sinh\u201d – d\u00f9 s\u1ea3n ph\u1ea9m \u0111\u00e3 m\u1edf r\u1ed9ng v\u00e0 ch\u1ea5t l\u01b0\u1ee3ng \u0111\u01b0\u1ee3c c\u1ea3i thi\u1ec7n. Sau qu\u00e1 tr\u00ecnh t\u00e1i \u0111\u1ecbnh v\u1ecb v\u1edbi chi\u1ebfn d\u1ecbch \u201c\u0110i \u0111\u1ec3 tr\u1edf v\u1ec1\u201d, k\u1ebft h\u1ee3p storytelling c\u1ea3m x\u00fac v\u00e0 nh\u1eadn di\u1ec7n m\u1edbi, Biti\u2019s chuy\u1ec3n m\u00ecnh th\u00e0nh th\u01b0\u01a1ng hi\u1ec7u truy\u1ec1n c\u1ea3m h\u1ee9ng s\u1ed1ng t\u00edch c\u1ef1c cho gi\u1edbi tr\u1ebb – t\u1eeb \u0111\u00f3 b\u00f9ng n\u1ed5 doanh s\u1ed1 v\u00e0 x\u00e2y d\u1ef1ng h\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u v\u1eefng ch\u1eafc. <\/p>\n\n\n\n

2. Marketing \u201c\u0111\u1ed1t ti\u1ec1n\u201d nh\u01b0ng kh\u00f4ng t\u1ea1o ra chuy\u1ec3n \u0111\u1ed5i<\/h2>\n\n\n\n

Khi th\u01b0\u01a1ng hi\u1ec7u ch\u01b0a \u0111\u01b0\u1ee3c \u0111\u1ecbnh v\u1ecb r\u00f5 r\u00e0ng, m\u1ecdi ho\u1ea1t \u0111\u1ed9ng marketing d\u1ec5 r\u01a1i v\u00e0o t\u00ecnh tr\u1ea1ng “m\u1edd nh\u00f2e” – d\u00f9 qu\u1ea3ng c\u00e1o c\u00f3 b\u1eaft m\u1eaft, content c\u00f3 \u0111\u1ea7u t\u01b0 k\u1ef9 l\u01b0\u1ee1ng. <\/p>\n\n\n\n

Airbnb t\u1eebng th\u1ea5t b\u1ea1i trong vi\u1ec7c m\u1edf r\u1ed9ng t\u1ea1i th\u1ecb tr\u01b0\u1eddng ch\u00e2u \u00c2u. L\u00fd do? Th\u00f4ng \u0111i\u1ec7p th\u01b0\u01a1ng hi\u1ec7u ban \u0111\u1ea7u qu\u00e1 chung chung, kh\u00f4ng t\u1ea1o \u0111\u01b0\u1ee3c k\u1ebft n\u1ed1i c\u1ea3m x\u00fac. Sau khi t\u00e1i \u0111\u1ecbnh v\u1ecb v\u1edbi tri\u1ebft l\u00fd \u201cBelong Anywhere\u201d – g\u1eafn th\u01b0\u01a1ng hi\u1ec7u v\u1edbi c\u1ea3m gi\u00e1c thu\u1ed9c v\u1ec1 v\u00e0 s\u1ef1 g\u1ea7n g\u0169i b\u1ea3n \u0111\u1ecba – Airbnb t\u1ea1o ra b\u01b0\u1edbc nh\u1ea3y v\u1ecdt v\u1ec1 nh\u1eadn di\u1ec7n v\u00e0 l\u01b0\u1ee3ng ng\u01b0\u1eddi d\u00f9ng to\u00e0n c\u1ea7u.<\/p>\n\n\n\n

3. Gi\u00e1 tr\u1ecb t\u1ea1o ra l\u1edbn nh\u01b0ng gi\u00e1 b\u00e1n lu\u00f4n b\u1ecb \u00e9p xu\u1ed1ng\u00a0<\/h2>\n\n\n\n

Khi th\u01b0\u01a1ng hi\u1ec7u kh\u00f4ng t\u1ea1o ra \u0111\u01b0\u1ee3c \u201cgi\u00e1 tr\u1ecb c\u1ea3m nh\u1eadn\u201d, s\u1ea3n ph\u1ea9m – d\u00f9 t\u1ed1t \u0111\u1ebfn \u0111\u00e2u – v\u1eabn d\u1ec5 b\u1ecb \u0111\u01b0a l\u00ean b\u00e0n c\u00e2n v\u1ec1 gi\u00e1. Kh\u00e1ch h\u00e0ng kh\u00f4ng nh\u00ecn th\u1ea5y l\u00fd do \u0111\u1ec3 tr\u1ea3 nhi\u1ec1u h\u01a1n. Ng\u01b0\u1ee3c l\u1ea1i, m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh c\u00f3 th\u1ec3 b\u00e1n cao h\u01a1n m\u1eb7t b\u1eb1ng chung, v\u00ec kh\u00e1ch h\u00e0ng tin r\u1eb1ng h\u1ecd \u0111ang tr\u1ea3 ti\u1ec1n cho tr\u1ea3i nghi\u1ec7m, cho s\u1ef1 kh\u00e1c bi\u1ec7t, cho c\u1ea3m x\u00fac.<\/p>\n\n\n\n

\"PNJ
Thay \u0111\u1ed5i \u0111\u1ec3 truy\u1ec1n t\u1ea3i gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u t\u1ed1t h\u01a1n, \u0111\u00f3 l\u00e0 c\u00e1ch PNJ \u0111\u00e3 l\u00e0m<\/em><\/figcaption><\/figure>\n\n\n\n

PNJ t\u1eebng \u0111\u01b0\u1ee3c bi\u1ebft \u0111\u1ebfn l\u00e0 h\u1ec7 th\u1ed1ng c\u1eeda h\u00e0ng v\u00e0ng b\u1ea1c, nh\u01b0ng sau khi t\u00e1i \u0111\u1ecbnh v\u1ecb th\u00e0nh \u201cbi\u1ec3u t\u01b0\u1ee3ng phong c\u00e1ch s\u1ed1ng cao c\u1ea5p\u201d, th\u01b0\u01a1ng hi\u1ec7u n\u00e0y kh\u00f4ng ch\u1ec9 b\u00e1n trang s\u1ee9c, m\u00e0 b\u00e1n c\u1ea3 gu th\u1ea9m m\u1ef9 v\u00e0 c\u00e2u chuy\u1ec7n c\u00e1 nh\u00e2n. Doanh thu trung b\u00ecnh tr\u00ean m\u1ed7i giao d\u1ecbch t\u0103ng \u0111\u00e1ng k\u1ec3, v\u00e0 kh\u00e1ch h\u00e0ng s\u1eb5n s\u00e0ng chi tr\u1ea3 nhi\u1ec1u h\u01a1n \u0111\u1ec3 s\u1edf h\u1eefu m\u1ed9t ph\u1ea7n c\u1ee7a \u201cgi\u00e1 tr\u1ecb s\u1ed1ng”.<\/p>\n\n\n\n

4. Th\u01b0\u01a1ng hi\u1ec7u c\u0169 k\u1ef9 – kh\u00f4ng c\u00f2n ph\u00f9 h\u1ee3p v\u1edbi t\u1ea7m v\u00f3c hi\u1ec7n t\u1ea1i<\/h2>\n\n\n\n
\"CC1
T\u00e1i \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ec3 x\u1ee9ng v\u1edbi t\u1ea7m v\u00f3c doanh nghi\u1ec7p<\/em><\/figcaption><\/figure>\n\n\n\n

T\u1ed5ng C\u00f4ng ty X\u00e2y d\u1ef1ng S\u1ed1 1 – CTCP (CC1) l\u00e0 m\u1ed9t trong nh\u1eefng \u0111\u01a1n v\u1ecb \u0111\u1ea7u ng\u00e0nh, v\u1edbi h\u01a1n 45 n\u0103m h\u00ecnh th\u00e0nh v\u00e0 ph\u00e1t tri\u1ec3n. Trong su\u1ed1t h\u00e0nh tr\u00ecnh \u1ea5y, h\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u CC1 l\u1ea1i ch\u01b0a th\u1ef1c s\u1ef1 \u0111\u01b0\u1ee3c nh\u00ecn nh\u1eadn x\u1ee9ng t\u1ea7m v\u1edbi nh\u1eefng \u0111\u00f3ng g\u00f3p v\u00e0 v\u1ecb th\u1ebf m\u00e0 doanh nghi\u1ec7p \u0111ang n\u1eafm gi\u1eef. CC1 \u0111\u01b0\u1ee3c bi\u1ebft \u0111\u1ebfn ch\u1ee7 y\u1ebfu nh\u01b0 m\u1ed9t \u201cnh\u00e0 th\u1ea7u qu\u1ed1c doanh truy\u1ec1n th\u1ed1ng\u201d thay v\u00ec m\u1ed9t doanh nghi\u1ec7p \u0111a ng\u00e0nh, n\u0103ng \u0111\u1ed9ng v\u00e0 hi\u1ec7n \u0111\u1ea1i. <\/p>\n\n\n\n

B\u1ed1i c\u1ea3nh ng\u00e0nh v\u00e0 v\u1ecb th\u1ebf hi\u1ec7n t\u1ea1i \u0111\u1eb7t ra m\u1ed9t b\u00e0i to\u00e1n quan tr\u1ecdng cho CC1: L\u00e0m sao \u0111\u1ec3 th\u01b0\u01a1ng hi\u1ec7u kh\u00f4ng ch\u1ec9 \u0111\u1ea1i di\u1ec7n cho th\u00e0nh t\u1ef1u trong qu\u00e1 kh\u1ee9, m\u00e0 c\u00f2n truy\u1ec1n t\u1ea3i \u0111\u01b0\u1ee3c t\u1ea7m nh\u00ecn chi\u1ebfn l\u01b0\u1ee3c, n\u0103ng l\u1ef1c \u0111\u1ed5i m\u1edbi v\u00e0 kh\u00e1t v\u1ecdng v\u01b0\u01a1n t\u1ea7m qu\u1ed1c t\u1ebf trong t\u01b0\u01a1ng lai?<\/p>\n\n\n\n

Gi\u1ea3i ph\u00e1p t\u1eeb C\u00f4ng ty C\u1ed5 ph\u1ea7n T\u01b0 v\u1ea5n Th\u01b0\u01a1ng hi\u1ec7u Sao Kim (Sao Kim Branding)<\/strong> \u0111\u01b0a ra l\u00e0:<\/p>\n\n\n\n