{"id":49498,"date":"2024-06-04T15:27:08","date_gmt":"2024-06-04T08:27:08","guid":{"rendered":"https:\/\/www.saokim.com.vn\/en\/?p=49498"},"modified":"2024-06-13T17:28:52","modified_gmt":"2024-06-13T10:28:52","slug":"10-nhan-to-tao-nen-suc-manh-thuong-hieu","status":"publish","type":"post","link":"https:\/\/www.saokim.com.vn\/en\/cam-nang\/10-nhan-to-tao-nen-suc-manh-thuong-hieu\/","title":{"rendered":"Brand Manager c\u1ea7n am hi\u1ec3u 10 nh\u00e2n t\u1ed1 t\u1ea1o n\u00ean s\u1ee9c m\u1ea1nh th\u01b0\u01a1ng hi\u1ec7u"},"content":{"rendered":"\n

S\u1ee9c m\u1ea1nh th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3 \u1ea3nh h\u01b0\u1edbng t\u1edbi s\u1ef1 l\u1ef1a ch\u1ecdn s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 c\u1ee7a kh\u00e1ch h\u00e0ng, s\u1ef1 l\u1ef1a ch\u1ecdn n\u01a1i l\u00e0m vi\u1ec7c c\u1ee7a nh\u00e2n vi\u00ean ho\u1eb7c s\u1ef1 l\u1ef1a ch\u1ecdn h\u1ee3p t\u00e1c, kinh doanh c\u1ee7a c\u00e1c nh\u00e0 \u0111\u1ea7u t\u01b0 v\u00e0 c\u00e1c c\u01a1 quan ch\u00ednh ph\u1ee7.<\/p>\n\n\n\n

C\u00e1c th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh c\u00f3 gi\u00e1 tr\u1ecb v\u00ec ch\u00fang th\u00fac \u0111\u1ea9y d\u00f2ng ti\u1ec1n c\u00f3 th\u1ec3 d\u1ef1 \u0111o\u00e1n \u0111\u01b0\u1ee3c trong t\u01b0\u01a1ng lai v\u00e0 t\u1ef7 su\u1ea5t l\u1ee3i nhu\u1eadn cao h\u01a1n, cho ph\u00e9p ch\u1ee7 s\u1edf h\u1eefu th\u01b0\u01a1ng hi\u1ec7u c\u00f3 c\u00e1c ph\u01b0\u01a1ng \u00e1n m\u1edf r\u1ed9ng d\u1ec5 d\u00e0ng, nhanh ch\u00f3ng v\u00e0 hi\u1ec7u qu\u1ea3 sang c\u00e1c s\u1ea3n ph\u1ea9m m\u1edbi, th\u1ecb tr\u01b0\u1eddng m\u1edbi v\u00e0 c\u00e1c k\u00eanh m\u1edbi.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

V\u1eady \u0111\u00e2u l\u00e0 10 nh\u00e2n t\u1ed1 t\u1ea1o n\u00ean s\u1ee9c m\u1ea1nh th\u01b0\u01a1ng hi\u1ec7u m\u00e0 Brand Manager c\u1ea7n n\u1eafm v\u1eefng?<\/em><\/p>\n\n\n\n

1. \u0110\u1ecbnh ngh\u0129a v\u1ec1 s\u1ee9c m\u1ea1nh th\u01b0\u01a1ng hi\u1ec7u<\/h2>\n\n\n\n

\u201cS\u1ee9c m\u1ea1nh th\u01b0\u01a1ng hi\u1ec7u l\u00e0 kh\u1ea3 n\u0103ng th\u01b0\u01a1ng hi\u1ec7u \u1ea3nh h\u01b0\u1edfng t\u00edch c\u1ef1c ho\u1eb7c ti\u00eau c\u1ef1c \u0111\u1ebfn kh\u00e1ch h\u00e0ng v\u00e0 c\u00e1c b\u00ean li\u00ean quan\u201d <\/em>(ISO.org)  <\/p>\n\n\n\n

\u201cS\u1ee9c m\u1ea1nh th\u01b0\u01a1ng hi\u1ec7u \u0111o l\u01b0\u1eddng kh\u1ea3 n\u0103ng c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u trong vi\u1ec7c \u0111\u1ea3m b\u1ea3o cung c\u1ea5p thu nh\u1eadp d\u1ef1
ki\u1ebfn trong t\u01b0\u01a1ng lai\u201d <\/em>(Interbrand)<\/p>\n\n\n\n

\u201cS\u1ee9c m\u1ea1nh c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u ph\u1ea3n \u00e1nh s\u1ef1 c\u00e2n b\u1eb1ng gi\u1eefa c\u00e1c kho\u1ea3n \u0111\u1ea7u t\u01b0 marketing, m\u1ee9c \u0111\u1ed9 t\u00edn nhi\u1ec7m th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a c\u00e1c b\u00ean li\u00ean quan, v\u00e0 th\u00e0nh t\u00edch kinh doanh.\u201d <\/em>(Brand Finance)<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

X\u00e2y d\u1ef1ng\u00a0s\u1ee9c m\u1ea1nh th\u01b0\u01a1ng hi\u1ec7u l\u00e0\u00a0m\u1ed9t y\u1ebfu t\u1ed1 quan tr\u1ecdng \u0111\u1ed1i v\u1edbi m\u1ecdi doanh nghi\u1ec7p<\/em><\/p>\n\n\n\n

S\u1ee9c m\u1ea1nh th\u01b0\u01a1ng hi\u1ec7u th\u1ec3 hi\u1ec7n qua c\u00e1c ch\u1ec9 ti\u00eau ph\u1ea3n \u00e1nh th\u1ec3 tr\u1ea1ng m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u, qua \u0111\u00f3 cho bi\u1ebft m\u1ee9c \u0111\u1ed9 hi\u1ec7u qu\u1ea3 c\u1ee7a c\u00e1c ho\u1ea1t \u0111\u1ed9ng marketing cho th\u01b0\u01a1ng hi\u1ec7u<\/p>\n\n\n\n

2. T\u1ea7m quan tr\u1ecdng c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh \u0111\u1ed1i v\u1edbi doanh nghi\u1ec7p<\/h2>\n\n\n\n

Trong th\u1ebf gi\u1edbi kinh doanh \u0111\u1ea7y bi\u1ebfn \u0111\u1ed9ng v\u00e0 c\u1ea1nh tranh, th\u01b0\u01a1ng hi\u1ec7u kh\u00f4ng ch\u1ec9 l\u00e0 b\u1ed9 m\u1eb7t c\u1ee7a doanh nghi\u1ec7p m\u00e0 c\u00f2n l\u00e0 linh h\u1ed3n, l\u00e0 n\u1ec1n t\u1ea3ng v\u1eefng ch\u1eafc gi\u00fap doanh nghi\u1ec7p ph\u00e1t tri\u1ec3n b\u1ec1n v\u1eefng. <\/p>\n\n\n\n

Th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh l\u00e0 b\u01b0\u1edbc \u0111i chi\u1ebfn l\u01b0\u1ee3c t\u1ea1o n\u00ean s\u1ef1 kh\u00e1c bi\u1ec7t, g\u1eafn k\u1ebft m\u1ed1i quan h\u1ec7 gi\u1eefa doanh nghi\u1ec7p v\u00e0 kh\u00e1ch h\u00e0ng, t\u0103ng kh\u1ea3 n\u0103ng c\u1ea1nh tranh, t\u1ea1o d\u1ef1ng uy t\u00edn v\u00e0 n\u00e2ng cao gi\u00e1 tr\u1ecb doanh nghi\u1ec7p.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh\u00a0gi\u00fap doanh nghi\u1ec7p t\u1ef1 tin gi\u1eef v\u1eefng v\u1ecb tr\u00ed tr\u00ean th\u1ecb tr\u01b0\u1eddng<\/em><\/p>\n\n\n\n

2.1 N\u00e2ng cao gi\u00e1 tr\u1ecb s\u1ea3n ph\u1ea9m\/ d\u1ecbch v\u1ee5<\/h3>\n\n\n\n

Th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh kh\u00f4ng ch\u1ec9 \u0111\u01a1n thu\u1ea7n l\u00e0 bi\u1ec3u t\u01b0\u1ee3ng, logo hay slogan m\u00e0 c\u00f2n l\u00e0 ch\u1ea5t l\u01b0\u1ee3ng, gi\u00e1 tr\u1ecb m\u00e0 n\u00f3 \u0111\u1ea1i di\u1ec7n. <\/p>\n\n\n\n

Khi m\u1ed9t s\u1ea3n ph\u1ea9m mang th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c nh\u1eadn di\u1ec7n r\u1ed9ng r\u00e3i v\u00e0 tin t\u01b0\u1edfng b\u1edfi kh\u00e1ch h\u00e0ng, doanh nghi\u1ec7p c\u00f3 kh\u1ea3 n\u0103ng \u0111\u1ecbnh gi\u00e1 s\u1ea3n ph\u1ea9m c\u1ee7a m\u00ecnh cao h\u01a1n, t\u1ea1o ra l\u1ee3i nhu\u1eadn l\u1edbn h\u01a1n so v\u1edbi s\u1ea3n ph\u1ea9m kh\u00f4ng c\u00f3 ho\u1eb7c c\u00f3 th\u01b0\u01a1ng hi\u1ec7u y\u1ebfu. <\/p>\n\n\n\n

S\u1ee9c m\u1ea1nh th\u01b0\u01a1ng hi\u1ec7u kh\u00f4ng ch\u1ec9 \u0111\u1ebfn t\u1eeb ch\u1ea5t l\u01b0\u1ee3ng s\u1ea3n ph\u1ea9m m\u00e0 c\u00f2n t\u1eeb gi\u00e1 tr\u1ecb c\u1ea3m x\u00fac v\u00e0 s\u1ef1 k\u1ef3 v\u1ecdng m\u00e0 th\u01b0\u01a1ng hi\u1ec7u t\u1ea1o ra trong t\u00e2m tr\u00ed kh\u00e1ch h\u00e0ng.<\/p>\n\n\n\n

2.2 T\u0103ng kh\u1ea3 n\u0103ng c\u1ea1nh tranh<\/h3>\n\n\n\n

Trong th\u1ecb tr\u01b0\u1eddng \u0111a d\u1ea1ng v\u1edbi v\u00f4 s\u1ed1 l\u1ef1a ch\u1ecdn cho ng\u01b0\u1eddi ti\u00eau d\u00f9ng, m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh l\u00e0 \u0111i\u1ec3m t\u1ef1a v\u1eefng ch\u1eafc gi\u00fap s\u1ea3n ph\u1ea9m c\u1ee7a b\u1ea1n n\u1ed5i b\u1eadt gi\u1eefa \u0111\u00e1m \u0111\u00f4ng. <\/p>\n\n\n\n

S\u1ee9c m\u1ea1nh th\u01b0\u01a1ng hi\u1ec7u t\u1ea1o ra m\u1ed9t “r\u00e0o c\u1ea3n” c\u1ea1nh tranh t\u1ef1 nhi\u00ean, khi\u1ebfn \u0111\u1ed1i th\u1ee7 kh\u00f3 c\u00f3 th\u1ec3 b\u1eaft k\u1ecbp ch\u1ec9 qua s\u1ea3n ph\u1ea9m hay gi\u00e1 c\u1ea3. N\u00f3 c\u0169ng l\u00e0 y\u1ebfu t\u1ed1 quan tr\u1ecdng gi\u00fap s\u1ea3n ph\u1ea9m ti\u1ebfp c\u1eadn \u0111\u01b0\u1ee3c nh\u00f3m kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau m\u1ed9t c\u00e1ch hi\u1ec7u qu\u1ea3.<\/p>\n\n\n\n

2.3 Thu h\u00fat v\u00e0 gi\u1eef ch\u00e2n kh\u00e1ch h\u00e0ng<\/h3>\n\n\n\n

Th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh t\u1ea1o ra m\u1ed1i li\u00ean k\u1ebft c\u1ea3m x\u00fac v\u1edbi kh\u00e1ch h\u00e0ng. M\u1ecdi tr\u1ea3i nghi\u1ec7m t\u00edch c\u1ef1c t\u1eeb s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 \u0111\u1ebfn giao ti\u1ebfp kh\u00e1ch h\u00e0ng \u0111\u1ec1u g\u00f3p ph\u1ea7n t\u1ea1o d\u1ef1ng l\u00f2ng trung th\u00e0nh. <\/p>\n\n\n\n

Kh\u00e1ch h\u00e0ng kh\u00f4ng ch\u1ec9 mua m\u1ed9t s\u1ea3n ph\u1ea9m hay d\u1ecbch v\u1ee5 m\u00e0 h\u1ecd mua v\u00e0o c\u00e2u chuy\u1ec7n, gi\u00e1 tr\u1ecb m\u00e0 th\u01b0\u01a1ng hi\u1ec7u mang l\u1ea1i. \u0110i\u1ec1u n\u00e0y gi\u00fap kh\u00e1ch h\u00e0ng tr\u1edf th\u00e0nh ng\u01b0\u1eddi \u1ee7ng h\u1ed9, s\u1eb5n l\u00f2ng gi\u1edbi thi\u1ec7u th\u01b0\u01a1ng hi\u1ec7u cho ng\u01b0\u1eddi kh\u00e1c.<\/p>\n\n\n\n

2.4 T\u1ea1o d\u1ef1ng ni\u1ec1m tin v\u00e0 s\u1ef1 uy t\u00edn<\/h3>\n\n\n\n

M\u1ed9t th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh l\u00e0 ch\u1ee9ng nh\u1eadn kh\u00f4ng ch\u00ednh th\u1ee9c cho ch\u1ea5t l\u01b0\u1ee3ng v\u00e0 s\u1ef1 tin c\u1eady c\u1ee7a s\u1ea3n ph\u1ea9m\/ d\u1ecbch v\u1ee5. <\/p>\n\n\n\n

Khi th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c x\u00e2y d\u1ef1ng tr\u00ean n\u1ec1n t\u1ea3ng v\u1eefng ch\u1eafc c\u1ee7a ch\u1ea5t l\u01b0\u1ee3ng v\u00e0 \u0111\u1ea1o \u0111\u1ee9c kinh doanh, ni\u1ec1m tin t\u1eeb ph\u00eda kh\u00e1ch h\u00e0ng s\u1ebd \u0111\u01b0\u1ee3c c\u1ee7ng c\u1ed1, qua \u0111\u00f3 x\u00e2y d\u1ef1ng s\u1ef1 uy t\u00edn v\u00e0 h\u00ecnh \u1ea3nh t\u00edch c\u1ef1c c\u1ee7a doanh nghi\u1ec7p trong l\u00f2ng c\u00f4ng ch\u00fang.<\/p>\n\n\n\n

2.5 N\u00e2ng cao gi\u00e1 tr\u1ecb doanh nghi\u1ec7p<\/h3>\n\n\n\n

S\u1ee9c m\u1ea1nh th\u01b0\u01a1ng hi\u1ec7u ch\u00ednh l\u00e0 t\u00e0i s\u1ea3n v\u00f4 h\u00ecnh nh\u01b0ng c\u00f3 gi\u00e1 tr\u1ecb to l\u1edbn \u0111\u1ed1i v\u1edbi b\u1ea5t k\u1ef3 doanh nghi\u1ec7p n\u00e0o. M\u1ed9t th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh c\u00f3 th\u1ec3 gi\u00fap doanh nghi\u1ec7p thu h\u00fat \u0111\u1ea7u t\u01b0, m\u1edf r\u1ed9ng quy m\u00f4 kinh doanh v\u00e0 t\u0103ng c\u01a1 h\u1ed9i h\u1ee3p t\u00e1c v\u1edbi c\u00e1c \u0111\u1ed1i t\u00e1c chi\u1ebfn l\u01b0\u1ee3c. <\/p>\n\n\n\n

S\u1ee9c m\u1ea1nh th\u01b0\u01a1ng hi\u1ec7u kh\u00f4ng ch\u1ec9 th\u1ec3 hi\u1ec7n qua doanh thu m\u00e0 c\u00f2n qua gi\u00e1 tr\u1ecb th\u1ecb tr\u01b0\u1eddng v\u00e0 v\u1ecb th\u1ebf c\u1ee7a doanh nghi\u1ec7p trong ng\u00e0nh.<\/p>\n\n\n\n

2.6 T\u1ea1o thu\u1eadn l\u1ee3i trong vi\u1ec7c m\u1edf r\u1ed9ng th\u1ecb tr\u01b0\u1eddng<\/h3>\n\n\n\n

Th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh c\u00f3 s\u1ee9c h\u00fat r\u1ea5t l\u1edbn v\u1edbi th\u1ecb tr\u01b0\u1eddng m\u1edbi, t\u1ea1o thu\u1eadn l\u1ee3i cho doanh nghi\u1ec7p trong vi\u1ec7c m\u1edf r\u1ed9ng th\u1ecb tr\u01b0\u1eddng v\u00e0 thu h\u00fat kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng, th\u1eadm ch\u00ed c\u00f2n thu h\u00fat c\u1ea3 kh\u00e1ch h\u00e0ng c\u1ee7a c\u00e1c doanh nghi\u1ec7p l\u00e0 \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh. <\/p>\n\n\n\n

\u0110i\u1ec1u n\u00e0y \u0111\u1eb7c bi\u1ec7t c\u00f3 l\u1ee3i cho c\u00e1c doanh nghi\u1ec7p nh\u1ecf v\u00e0 v\u1eeba, th\u01b0\u01a1ng hi\u1ec7u gi\u00fap c\u00e1c doanh nghi\u1ec7p gi\u1ea3i b\u00e0i to\u00e1n h\u00f3c b\u00faa v\u1ec1 th\u00e2m nh\u1eadp, chi\u1ebfm l\u0129nh v\u00e0 m\u1edf r\u1ed9ng th\u1ecb tr\u01b0\u1eddng.<\/p>\n\n\n\n

\u0110\u1ecdc th\u00eam: ‘Th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh gi\u00fap doanh nghi\u1ec7p t\u0103ng l\u1ee3i th\u1ebf c\u1ea1nh tranh’<\/strong><\/a><\/p>\n\n\n\n

3. 10 nh\u00e2n t\u1ed1 t\u1ea1o n\u00ean s\u1ee9c m\u1ea1nh th\u01b0\u01a1ng hi\u1ec7u theo Interbrand<\/h2>\n\n\n\n

S\u1ee9c m\u1ea1nh th\u01b0\u01a1ng hi\u1ec7u kh\u00f4ng ch\u1ec9 l\u00e0 kh\u00e1i ni\u1ec7m m\u01a1 h\u1ed3 m\u00e0 \u0111\u00e3 tr\u1edf th\u00e0nh m\u1ed9t ch\u1ec9 s\u1ed1 \u0111o l\u01b0\u1eddng c\u1ee5 th\u1ec3, \u1ea3nh h\u01b0\u1edfng tr\u1ef1c ti\u1ebfp \u0111\u1ebfn gi\u00e1 tr\u1ecb v\u00e0 v\u1ecb th\u1ebf c\u1ee7a doanh nghi\u1ec7p tr\u00ean th\u1ecb tr\u01b0\u1eddng. <\/p>\n\n\n\n

Theo Interbrand – m\u1ed9t trong nh\u1eefng c\u00f4ng ty t\u01b0 v\u1ea5n th\u01b0\u01a1ng hi\u1ec7u h\u00e0ng \u0111\u1ea7u th\u1ebf gi\u1edbi, s\u1ee9c m\u1ea1nh th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c x\u00e1c \u0111\u1ecbnh qua 10 nh\u00e2n t\u1ed1 ch\u00ednh, bao g\u1ed3m c\u00e1c y\u1ebfu t\u1ed1 b\u00ean trong v\u00e0 b\u00ean ngo\u00e0i.<\/p>\n\n\n\n

3.1. 4 Y\u1ebfu t\u1ed1 b\u00ean trong t\u1ea1o n\u00ean s\u1ee9c m\u1ea1nh th\u01b0\u01a1ng hi\u1ec7u<\/h3>\n\n\n\n

Clarity (\u0110\u1ecbnh h\u01b0\u1edbng r\u00f5 r\u00e0ng)<\/h4>\n\n\n\n

S\u1ef1 r\u00f5 r\u00e0ng v\u1ec1 m\u1ee5c ti\u00eau, gi\u00e1 tr\u1ecb c\u1ed1t l\u00f5i v\u00e0 \u0111\u1ecbnh h\u01b0\u1edbng ph\u00e1t tri\u1ec3n c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u l\u00e0 n\u1ec1n t\u1ea3ng gi\u00fap kh\u00e1ch h\u00e0ng v\u00e0 nh\u00e2n vi\u00ean hi\u1ec3u r\u00f5 th\u01b0\u01a1ng hi\u1ec7u m\u00ecnh \u0111ang g\u1eafn b\u00f3.<\/p>\n\n\n\n

S\u1ef1 r\u00f5 r\u00e0ng trong m\u1ecdi th\u00f4ng \u0111i\u1ec7p v\u00e0 chi\u1ebfn l\u01b0\u1ee3c gi\u00fap th\u01b0\u01a1ng hi\u1ec7u x\u00e2y d\u1ef1ng \u0111\u01b0\u1ee3c l\u00f2ng tin v\u00e0 s\u1ef1 \u1ee7ng h\u1ed9 t\u1eeb kh\u00e1ch h\u00e0ng, t\u1ea1o n\u1ec1n t\u1ea3ng v\u1eefng ch\u1eafc cho s\u1ef1 ph\u00e1t tri\u1ec3n l\u00e2u d\u00e0i.<\/p>\n\n\n\n

Commitment (Cam k\u1ebft)<\/h4>\n\n\n\n

S\u1ef1 cam k\u1ebft m\u1ea1nh m\u1ebd t\u1eeb ph\u00eda l\u00e3nh \u0111\u1ea1o v\u00e0 nh\u00e2n vi\u00ean t\u1ea1o n\u00ean s\u1ee9c m\u1ea1nh cho th\u01b0\u01a1ng hi\u1ec7u t\u1eeb b\u00ean trong. Khi m\u1ecdi ng\u01b0\u1eddi trong t\u1ed5 ch\u1ee9c \u0111\u1ec1u h\u01b0\u1edbng t\u1edbi m\u1ed9t m\u1ee5c ti\u00eau chung v\u00e0 cam k\u1ebft v\u1edbi vi\u1ec7c x\u00e2y d\u1ef1ng v\u00e0 duy tr\u00ec gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u, s\u1ee9c m\u1ea1nh \u0111\u00f3 s\u1ebd \u0111\u01b0\u1ee3c th\u1ec3 hi\u1ec7n ra b\u00ean ngo\u00e0i m\u1ed9t c\u00e1ch r\u00f5 r\u00e0ng. <\/p>\n\n\n\n

Cam k\u1ebft c\u00f2n th\u1ec3 hi\u1ec7n \u1edf vi\u1ec7c \u0111\u1ea7u t\u01b0 v\u00e0o ngu\u1ed3n l\u1ef1c, th\u1eddi gian v\u00e0 s\u1ef1 s\u00e1ng t\u1ea1o, \u0111\u1ea3m b\u1ea3o th\u01b0\u01a1ng hi\u1ec7u lu\u00f4n \u0111\u01b0\u1ee3c ph\u00e1t tri\u1ec3n v\u00e0 c\u1ea3i thi\u1ec7n.<\/p>\n\n\n\n

Governance (Qu\u1ea3n tr\u1ecb)<\/h4>\n\n\n\n

Qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u kh\u00f4ng ch\u1ec9 l\u00e0 vi\u1ec7c thi\u1ebft l\u1eadp c\u00e1c quy \u0111\u1ecbnh v\u00e0 quy tr\u00ecnh m\u00e0 c\u00f2n bao g\u1ed3m vi\u1ec7c gi\u00e1m s\u00e1t v\u00e0 \u0111i\u1ec1u ch\u1ec9nh ch\u00fang m\u1ed9t c\u00e1ch linh ho\u1ea1t \u0111\u1ec3 ph\u00f9 h\u1ee3p v\u1edbi s\u1ef1 thay \u0111\u1ed5i c\u1ee7a th\u1ecb tr\u01b0\u1eddng v\u00e0 nhu c\u1ea7u kh\u00e1ch h\u00e0ng. <\/p>\n\n\n\n

S\u1ef1 nh\u1ea5t qu\u00e1n trong qu\u1ea3n tr\u1ecb gi\u00fap th\u01b0\u01a1ng hi\u1ec7u gi\u1eef v\u1eefng \u0111\u01b0\u1ee3c h\u00ecnh \u1ea3nh v\u00e0 gi\u00e1 tr\u1ecb c\u1ee7a m\u00ecnh, \u0111\u1ed3ng th\u1eddi cung c\u1ea5p m\u1ed9t khu\u00f4n kh\u1ed5 \u0111\u1ec3 m\u1ecdi ho\u1ea1t \u0111\u1ed9ng di\u1ec5n ra m\u1ed9t c\u00e1ch c\u00f3 t\u1ed5 ch\u1ee9c v\u00e0 hi\u1ec7u qu\u1ea3.<\/p>\n\n\n\n

Responsiveness (Kh\u1ea3 n\u0103ng th\u00edch nghi)<\/h4>\n\n\n\n

S\u1ef1 ph\u1ea3n h\u1ed3i nhanh nh\u1ea1y v\u1edbi th\u1ecb tr\u01b0\u1eddng v\u00e0 kh\u00e1ch h\u00e0ng l\u00e0 kh\u1ea3 n\u0103ng kh\u00f4ng th\u1ec3 thi\u1ebfu c\u1ee7a m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh.<\/p>\n\n\n\n

Trong th\u1ebf gi\u1edbi ng\u00e0y nay, nhu c\u1ea7u v\u00e0 xu h\u01b0\u1edbng thay \u0111\u1ed5i li\u00ean t\u1ee5c, vi\u1ec7c m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u c\u00f3 kh\u1ea3 n\u0103ng l\u1eafng nghe, hi\u1ec3u bi\u1ebft v\u00e0 th\u00edch \u1ee9ng nhanh ch\u00f3ng v\u1edbi nh\u1eefng thay \u0111\u1ed5i \u0111\u00f3 s\u1ebd gi\u00fap th\u01b0\u01a1ng hi\u1ec7u lu\u00f4n ti\u1ebfn l\u00ean v\u00e0 gi\u1eef v\u1eefng v\u1ecb tr\u00ed c\u1ee7a m\u00ecnh trong l\u00f2ng kh\u00e1ch h\u00e0ng.<\/p>\n\n\n\n

\u0110i\u1ec1u n\u00e0y kh\u00f4ng ch\u1ec9 gi\u00fap th\u01b0\u01a1ng hi\u1ec7u gi\u1ea3i quy\u1ebft c\u00e1c th\u00e1ch th\u1ee9c m\u1ed9t c\u00e1ch k\u1ecbp th\u1eddi m\u00e0 c\u00f2n t\u1eadn d\u1ee5ng \u0111\u01b0\u1ee3c c\u00e1c c\u01a1 h\u1ed9i m\u1edbi, t\u1eeb \u0111\u00f3 th\u00fac \u0111\u1ea9y s\u1ef1 ph\u00e1t tri\u1ec3n v\u00e0 \u0111\u1ed5i m\u1edbi.<\/p>\n\n\n\n

3.2. 6 Y\u1ebfu t\u1ed1 b\u00ean ngo\u00e0i t\u1ea1o n\u00ean s\u1ee9c m\u1ea1nh th\u01b0\u01a1ng hi\u1ec7u<\/h3>\n\n\n\n

Authenticity (T\u00ednh ch\u00e2n th\u1ef1c)<\/h4>\n\n\n\n

Kh\u00e1ch h\u00e0ng ng\u00e0y c\u00e0ng th\u00f4ng minh v\u00e0 nh\u1ea1y b\u00e9n, h\u1ecd c\u00f3 th\u1ec3 d\u1ec5 d\u00e0ng nh\u1eadn bi\u1ebft s\u1ef1 gi\u1ea3 t\u1ea1o t\u1eeb m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u. M\u1ed9t th\u01b0\u01a1ng hi\u1ec7u ch\u00e2n th\u1ef1c, t\u1eeb s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 \u0111\u1ebfn c\u00e1c th\u00f4ng \u0111i\u1ec7p truy\u1ec1n th\u00f4ng, s\u1ebd t\u1ea1o d\u1ef1ng \u0111\u01b0\u1ee3c ni\u1ec1m tin v\u00e0 k\u1ebft n\u1ed1i s\u00e2u s\u1eafc v\u1edbi kh\u00e1ch h\u00e0ng.<\/p>\n\n\n\n

S\u1ef1 ch\u00e2n th\u1ef1c n\u00e0y gi\u00fap kh\u00e1ch h\u00e0ng c\u1ea3m th\u1ea5y \u0111\u01b0\u1ee3c t\u00f4n tr\u1ecdng, qua \u0111\u00f3 h\u1ecd s\u1eb5n l\u00f2ng g\u1eafn b\u00f3 l\u00e2u d\u00e0i v\u00e0 chia s\u1ebb gi\u00e1 tr\u1ecb c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u v\u1edbi ng\u01b0\u1eddi kh\u00e1c.<\/p>\n\n\n\n

Relevance (T\u00ednh li\u00ean k\u1ebft)<\/h4>\n\n\n\n

S\u1ef1 li\u00ean quan c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ebfn nhu c\u1ea7u v\u00e0 mong mu\u1ed1n c\u1ee7a kh\u00e1ch h\u00e0ng l\u00e0 y\u1ebfu t\u1ed1 kh\u00f4ng th\u1ec3 thi\u1ebfu trong vi\u1ec7c x\u00e2y d\u1ef1ng s\u1ee9c m\u1ea1nh th\u01b0\u01a1ng hi\u1ec7u. <\/p>\n\n\n\n

M\u1ed9t th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh ph\u1ea3i lu\u00f4n c\u1eadp nh\u1eadt v\u00e0 th\u00edch \u1ee9ng \u0111\u1ec3 \u0111\u00e1p \u1ee9ng ch\u00ednh x\u00e1c v\u00e0 k\u1ecbp th\u1eddi nhu c\u1ea7u ng\u00e0y c\u00e0ng thay \u0111\u1ed5i c\u1ee7a kh\u00e1ch h\u00e0ng. <\/p>\n\n\n\n

Th\u01b0\u01a1ng hi\u1ec7u c\u1ea7n n\u1eafm b\u1eaft \u0111\u01b0\u1ee3c insight c\u1ee7a kh\u00e1ch h\u00e0ng, t\u1eeb \u0111\u00f3 t\u1ea1o ra c\u00e1c s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 v\u00e0 th\u00f4ng \u0111i\u1ec7p truy\u1ec1n th\u00f4ng c\u00f3 s\u1ef1 g\u1eafn k\u1ebft m\u1ea1nh m\u1ebd, gi\u00fap th\u01b0\u01a1ng hi\u1ec7u tr\u1edf th\u00e0nh l\u1ef1a ch\u1ecdn h\u00e0ng \u0111\u1ea7u.<\/p>\n\n\n\n

Differentiation (S\u1ef1 kh\u00e1c bi\u1ec7t)<\/h4>\n\n\n\n

Trong m\u1ed9t th\u1ecb tr\u01b0\u1eddng \u0111\u1ea7y \u1eafp l\u1ef1a ch\u1ecdn, s\u1ef1 kh\u00e1c bi\u1ec7t \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u m\u1ed9t c\u00e1ch r\u00f5 r\u00e0ng v\u00e0 m\u1ea1nh m\u1ebd tr\u01b0\u1edbc \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh. \u0110\u00e2y l\u00e0 ch\u00eca kh\u00f3a gi\u00fap th\u01b0\u01a1ng hi\u1ec7u t\u1ea1o d\u1ef1ng v\u1ecb th\u1ebf v\u00e0 thu h\u00fat s\u1ef1 ch\u00fa \u00fd c\u1ee7a kh\u00e1ch h\u00e0ng. <\/p>\n\n\n\n

S\u1ef1 kh\u00e1c bi\u1ec7t c\u00f3 th\u1ec3 \u0111\u1ebfn t\u1eeb ch\u1ea5t l\u01b0\u1ee3ng s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 \u0111\u1eb7c bi\u1ec7t, tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng \u0111\u1ed9c \u0111\u00e1o ho\u1eb7c c\u00e2u chuy\u1ec7n th\u01b0\u01a1ng hi\u1ec7u ri\u00eang bi\u1ec7t. \u0110i\u1ec1u quan tr\u1ecdng l\u00e0 kh\u00e1ch h\u00e0ng nh\u1eadn th\u1ea5y v\u00e0 tr\u00e2n tr\u1ecdng gi\u00e1 tr\u1ecb \u0111\u1ed9c \u0111\u00e1o m\u00e0 th\u01b0\u01a1ng hi\u1ec7u mang l\u1ea1i.<\/p>\n\n\n\n

Consistency (T\u00ednh nh\u1ea5t qu\u00e1n)<\/h4>\n\n\n\n

Nh\u1ea5t qu\u00e1n trong m\u1ecdi kh\u00eda c\u1ea1nh c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u l\u00e0 y\u1ebfu t\u1ed1 then ch\u1ed1t \u0111\u1ec3 x\u00e2y d\u1ef1ng ni\u1ec1m tin v\u00e0 l\u00f2ng trung th\u00e0nh c\u1ee7a kh\u00e1ch h\u00e0ng. <\/p>\n\n\n\n

S\u1ef1 nh\u1ea5t qu\u00e1n trong th\u00f4ng \u0111i\u1ec7p, h\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u, ch\u1ea5t l\u01b0\u1ee3ng s\u1ea3n ph\u1ea9m v\u00e0 tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng qua m\u1ecdi \u0111i\u1ec3m ti\u1ebfp x\u00fac \u0111\u1ea3m b\u1ea3o r\u1eb1ng kh\u00e1ch h\u00e0ng lu\u00f4n nh\u1eadn \u0111\u01b0\u1ee3c s\u1ef1 \u0111\u1ed3ng nh\u1ea5t, t\u1eeb \u0111\u00f3 c\u1ee7ng c\u1ed1 nh\u1eadn th\u1ee9c v\u00e0 t\u00ecnh c\u1ea3m c\u1ee7a h\u1ecd \u0111\u1ed1i v\u1edbi th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n\n\n\n

Presence (S\u1ef1 hi\u1ec7n di\u1ec7n)<\/h4>\n\n\n\n

S\u1ef1 hi\u1ec7n di\u1ec7n m\u1ea1nh m\u1ebd tr\u00ean th\u1ecb tr\u01b0\u1eddng qua c\u00e1c k\u00eanh truy\u1ec1n th\u00f4ng, s\u1ef1 ki\u1ec7n v\u00e0 ho\u1ea1t \u0111\u1ed9ng marketing l\u00e0 y\u1ebfu t\u1ed1 quan tr\u1ecdng gi\u00fap th\u01b0\u01a1ng hi\u1ec7u duy tr\u00ec s\u1ef1 g\u1ea7n g\u0169i v\u00e0 d\u1ec5 d\u00e0ng ti\u1ebfp c\u1eadn v\u1edbi kh\u00e1ch h\u00e0ng. <\/p>\n\n\n\n

M\u1ed9t th\u01b0\u01a1ng hi\u1ec7u c\u00f3 s\u1ef1 hi\u1ec7n di\u1ec7n r\u1ed9ng kh\u1eafp, li\u00ean t\u1ee5c v\u00e0 t\u00edch c\u1ef1c s\u1ebd t\u1ea1o ra \u1ea5n t\u01b0\u1ee3ng m\u1ea1nh m\u1ebd trong t\u00e2m tr\u00ed kh\u00e1ch h\u00e0ng, t\u1eeb \u0111\u00f3 t\u0103ng c\u01b0\u1eddng s\u1ef1 nh\u1eadn bi\u1ebft v\u00e0 y\u00eau th\u00edch th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n\n\n\n

Engagement (T\u00ednh t\u01b0\u01a1ng t\u00e1c)<\/h4>\n\n\n\n

T\u01b0\u01a1ng t\u00e1c l\u00e0 y\u1ebfu t\u1ed1 quy\u1ebft \u0111\u1ecbnh trong vi\u1ec7c x\u00e2y d\u1ef1ng m\u1ed1i quan h\u1ec7 l\u00e2u d\u00e0i gi\u1eefa kh\u00e1ch h\u00e0ng v\u00e0 th\u01b0\u01a1ng hi\u1ec7u. M\u1ed9t th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh t\u1ea1o ra s\u1ef1 t\u01b0\u01a1ng t\u00e1c v\u00e0 g\u1eafn k\u1ebft v\u1edbi kh\u00e1ch h\u00e0ng th\u00f4ng qua c\u00e1c chi\u1ebfn d\u1ecbch truy\u1ec1n th\u00f4ng s\u00e1ng t\u1ea1o, tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng tuy\u1ec7t v\u1eddi. <\/p>\n\n\n\n

S\u1ef1 t\u01b0\u01a1ng t\u00e1c n\u00e0y kh\u00f4ng ch\u1ec9 t\u1ea1o ra c\u1ea3m x\u00fac v\u00e0 tr\u1ea3i nghi\u1ec7m kh\u00f3 qu\u00ean m\u00e0 c\u00f2n kh\u00edch l\u1ec7 kh\u00e1ch h\u00e0ng tr\u1edf th\u00e0nh ng\u01b0\u1eddi truy\u1ec1n b\u00e1 gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n\n\n\n

\u0110\u1ecdc th\u00eam: 5 \u0111i\u1ec3m chung t\u1ea1o n\u00ean c\u00e1c th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh t\u1ea1i Vi\u1ec7t Nam<\/strong><\/a><\/p>\n\n\n\n

4. C\u00e1c y\u1ebfu t\u1ed1 \u0111\u00e1nh gi\u00e1 s\u1ee9c m\u1ea1nh th\u01b0\u01a1ng hi\u1ec7u<\/h2>\n\n\n\n

Trong th\u1ebf gi\u1edbi kinh doanh \u0111\u1ea7y c\u1ea1nh tranh hi\u1ec7n nay, vi\u1ec7c \u0111\u00e1nh gi\u00e1 v\u00e0 n\u1eafm b\u1eaft \u0111\u01b0\u1ee3c s\u1ee9c m\u1ea1nh th\u01b0\u01a1ng hi\u1ec7u l\u00e0 ch\u00eca kh\u00f3a gi\u00fap doanh nghi\u1ec7p duy tr\u00ec v\u1ecb th\u1ebf v\u00e0 ph\u00e1t tri\u1ec3n b\u1ec1n v\u1eefng. <\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

\u0110\u00e2u l\u00e0 nh\u1eefng y\u1ebfu t\u1ed1 \u0111\u1ec3 \u0111\u00e1nh gi\u00e1 s\u1ee9c m\u1ea1nh th\u01b0\u01a1ng hi\u1ec7u?<\/em><\/p>\n\n\n\n

D\u01b0\u1edbi \u0111\u00e2y l\u00e0 c\u00e1ch th\u1ee9c \u0111\u00e1nh gi\u00e1 s\u1ee9c m\u1ea1nh th\u01b0\u01a1ng hi\u1ec7u th\u00f4ng qua ba y\u1ebfu t\u1ed1 ch\u00ednh: ki\u1ebfn th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u, k\u00eanh ph\u00e2n ph\u1ed1i v\u00e0 t\u00e0i ch\u00ednh.<\/p>\n\n\n\n

4.1 \u0110\u00e1nh gi\u00e1 s\u1ee9c m\u1ea1nh th\u01b0\u01a1ng hi\u1ec7u th\u00f4ng qua nh\u1eadn th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u<\/h3>\n\n\n\n

\u0110o l\u01b0\u1eddng nh\u1eadn bi\u1ebft th\u01b0\u01a1ng hi\u1ec7u<\/h4>\n\n\n\n