{"id":335,"date":"2018-12-25T03:52:36","date_gmt":"2018-12-25T03:52:36","guid":{"rendered":"http:\/\/cedvietnam.com\/?p=335"},"modified":"2018-12-25T03:52:36","modified_gmt":"2018-12-25T03:52:36","slug":"tam-quan-tro%cc%a3ng-cu%cc%89a-xay-du%cc%a3ng-thuong-hie%cc%a3u-doi-voi-doanh-nghie%cc%a3p","status":"publish","type":"post","link":"https:\/\/ntvwindow.diachi.top\/?p=335","title":{"rendered":"T\u00e2\u0300m quan tro\u0323ng cu\u0309a x\u00e2y d\u01b0\u0323ng th\u01b0\u01a1ng hi\u00ea\u0323u \u0111\u00f4\u0301i v\u01a1\u0301i doanh nghi\u00ea\u0323p"},"content":{"rendered":"

X\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u l\u00e0 m\u1ed9t trong nh\u1eefng ho\u1ea1t \u0111\u1ed9ng quan tr\u1ecdng c\u1ee7a doanh nghi\u1ec7p, n\u00f3 \u0111\u00e1nh gi\u00e1 m\u1ee9c \u0111\u1ed9 th\u00e0nh c\u00f4ng v\u00e0 v\u1ecb tr\u00ed c\u1ee7a DN tr\u00ean th\u01b0\u01a1ng tr\u01b0\u1eddng. Tuy nhi\u00ean, r\u1ea5t nhi\u1ec1u doanh nghi\u1ec7p Vi\u1ec7t Nam hi\u1ec7n ch\u01b0a quan t\u00e2m \u0111\u1ebfn v\u1ea5n \u0111\u1ec1 th\u01b0\u01a1ng hi\u1ec7u, \u0111\u1eb7c bi\u1ec7t l\u00e0 c\u00e1c DN v\u1eeba v\u00e0 nh\u1ecf. \u0110i\u1ec1u n\u00e0y \u0111\u1ed3ng ngh\u0129a v\u1edbi vi\u1ec7c doanh nghi\u1ec7p t\u1ef1 m\u00ecnh r\u1eddi kh\u1ecfi th\u1ecb tr\u01b0\u1eddng c\u1ea1nh tranh kh\u1ed1c li\u1ec7t, nh\u1ea5t l\u00e0 trong giai \u0111o\u1ea1n t\u01b0\u0323 do ho\u0301a th\u01b0\u01a1ng ma\u0323i va\u0300 h\u00f4\u0323i nh\u00e2\u0323p toa\u0300n c\u00e2\u0300u ma\u0323nh me\u0309 nh\u01b0 hi\u00ea\u0323n nay.<\/p>\n

Th\u01b0\u01a1ng Hi\u1ec7u L\u00e0 G\u00ec?<\/strong><\/h3>\n

Th\u01b0\u01a1ng hi\u1ec7u l\u00e0 m\u1ed9t t\u1eadp h\u1ee3p nh\u1eefng c\u1ea3m nh\u1eadn c\u1ee7a kh\u00e1ch h\u00e0ng v\u1ec1 m\u1ed9t c\u00f4ng ty, m\u1ed9t s\u1ea3n ph\u1ea9m hay d\u1ecbch vu\u0323 v\u1edbi \u0111\u1ea7y \u0111\u1ee7 c\u00e1c kh\u00eda c\u1ea1nh: m\u00f4 t\u1ea3 nh\u1eadn di\u1ec7n (brand identities<\/em>), gi\u00e1 tr\u1ecb (brand values<\/em>), thu\u1ed9c t\u00ednh (brand attributes<\/em>), c\u00e1 t\u00ednh (brand personality<\/em>). Th\u01b0\u01a1ng hi\u1ec7u r\u00e0ng bu\u1ed9c v\u1edbi ng\u01b0\u1eddi ti\u00eau d\u00f9ng qua m\u1ed1i quan h\u1ec7 th\u01b0\u01a1ng hi\u1ec7u-ng\u01b0\u1eddi ti\u00eau d\u00f9ng (brand-consumers relationship<\/em>).<\/p>\n

\"\"<\/p>\n

Th\u01b0\u01a1ng hi\u1ec7u l\u00e0 m\u1ed9t t\u1eadp h\u1ee3p nh\u1eefng c\u1ea3m nh\u1eadn c\u1ee7a kh\u00e1ch h\u00e0ng v\u1ec1 m\u1ed9t c\u00f4ng ty, m\u1ed9t s\u1ea3n ph\u1ea9m hay d\u1ecbch vu\u0323\u00a0<\/em><\/p>\n

V\u1ec1 m\u1eb7t nh\u1eadn di\u1ec7n, th\u01b0\u01a1ng hi\u1ec7u l\u00e0 c\u00e1i t\u00ean hay d\u1ea5u hi\u1ec7u gi\u00fap nh\u1eadn bi\u1ebft m\u1ed9t s\u1ea3n ph\u1ea9m. M\u1ed9t th\u01b0\u01a1ng hi\u1ec7u th\u00e0nh c\u00f4ng \u0111\u00e1nh d\u1ea5u m\u1ed9t s\u1ea3n ph\u1ea9m l\u00e0 c\u00f3 l\u1ee3i th\u1ebf c\u1ea1nh tranh b\u1ec1n v\u1eefng. Microsoft, IBM, BMW, Coca Cola , Shell \u2026l\u00e0 nh\u1eefng v\u00ed d\u1ee5 \u0111i\u1ec3n h\u00ecnh v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u doanh nghi\u1ec7p, Louis Vuiton, GUCCI, Dove, Tide\u2026 l\u00e0 nh\u1eefng v\u00ed d\u1ee5 \u0111i\u1ec3n h\u00ecnh v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u s\u1ea3n ph\u1ea9m.<\/p>\n

Tuy nhi\u00ean, cu\u0303ng c\u00e2\u0300n ph\u00e2n bi\u00ea\u0323t gi\u01b0\u0303a thu\u00e2\u0323t ng\u01b0\u0303 th\u01b0\u01a1ng hi\u00ea\u0323u v\u01a1\u0301i nha\u0303n hi\u00eau. N\u00ea\u0301u nha\u0303n hi\u00ea\u0323u la\u0300 m\u00f4\u0323t thu\u00e2\u0323t ng\u01b0\u0303 \u0111\u01b0\u01a1\u0323c du\u0300ng ph\u00f4\u0309 bi\u00ea\u0301n tr\u00ean go\u0301c \u0111\u00f4\u0323 pha\u0301p ly\u0301 thi\u0300 th\u01b0\u01a1ng hi\u00ea\u0323u th\u01b0\u01a1\u0300ng \u0111\u01b0\u01a1\u0323c nhi\u0300n nh\u00e2\u0323n d\u01b0\u01a1\u0301i go\u0301c \u0111\u00f4\u0323 qua\u0309n tri\u0323 doanh nghi\u00ea\u0323p va\u0300 marketing. Nh\u00e3n hi\u1ec7u c\u00f3 th\u1ec3 l\u00e0 t\u1eeb ng\u1eef, h\u00ecnh \u1ea3nh, bi\u1ec3u t\u01b0\u1ee3ng\u2026gi\u00fap kh\u00e1ch h\u00e0ng nh\u1eadn di\u1ec7n b\u00ean ngo\u00e0i c\u1ee7a h\u00e0ng h\u00f3a co\u0300n n\u00f3i \u0111\u1ebfn th\u01b0\u01a1ng hi\u1ec7u l\u00e0 n\u00f3i \u0111\u1ebfn h\u00ecnh t\u01b0\u1ee3ng v\u1ec1 h\u00e0ng h\u00f3a trong t\u00e2m tr\u00ed ng\u01b0\u1eddi ti\u00eau d\u00f9ng.<\/p>\n

Th\u01b0\u01a1ng hi\u00ea\u0323u \u0111\u01b0\u01a1\u0323c hi\u0300nh tha\u0300nh nh\u01b0 th\u00ea\u0301 na\u0300o?<\/strong><\/h3>\n

Nh\u01b0 \u0111\u00e3 \u0111\u1ecbnh ngh\u0129a \u1edf tr\u00ean, th\u01b0\u01a1ng hi\u1ec7u l\u00e0 c\u1ea3m nh\u1eadn c\u1ee7a kh\u00e1ch h\u00e0ng v\u1ec1 m\u1ed9t s\u1ea3n ph\u1ea9m, m\u1ed9t c\u00f4ng ty, m\u1ed9t d\u1ecbch v\u1ee5. C\u1ea3m nh\u1eadn \u1ea5y h\u00ecnh th\u00e0nh qua th\u1eddi gian, \u0111i\u1ec1u na\u0300y c\u00f3 ngh\u0129a l\u00e0 m\u1ed9t s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5\/gi\u1ea3i ph\u00e1p m\u1edbi v\u00e0 kh\u00e1ch h\u00e0ng ch\u01b0a bi\u1ebft, ch\u01b0a c\u00f3 kh\u00e1i ni\u1ec7m g\u00ec th\u00ec ch\u01b0a c\u00f3 th\u1ec3 g\u1ecdi l\u00e0 m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u. Qua th\u1eddi gian, b\u1eb1ng kinh nghi\u1ec7m trong s\u1eed d\u1ee5ng v\u00e0 nh\u1eefng th\u00f4ng \u0111i\u1ec7p m\u00e0 th\u01b0\u01a1ng hi\u1ec7u truy\u1ec1n t\u1ea3i \u0111\u1ebfn ng\u01b0\u1eddi ti\u00eau d\u00f9ng, v\u1ecb tr\u00ed h\u00ecnh \u1ea3nh c\u1ee7a h\u00e0ng h\u00f3a, c\u00f4ng ty \u0111\u01b0\u1ee3c \u0111\u1ecbnh vi\u0323 trong t\u00e2m tr\u00ed kh\u00e1ch h\u00e0ng. Ca\u0301c th\u00f4ng \u0111i\u00ea\u0323p \u0111\u01b0\u01a1\u0323c truy\u00ea\u0300n ta\u0309i th\u01b0\u01a1\u0300ng th\u00f4ng qua ca\u0301c hi\u0300nh th\u01b0\u0301c nh\u01b0\u00a0Tra\u0309i nghi\u1ec7m v\u00ea\u0300 s\u1ea3n ph\u1ea9m d\u1ecbch v\u1ee5, T\u01b0\u01a1ng t\u00e1c, ti\u1ebfp x\u00fac v\u1edbi nh\u00e2n vi\u00ean, C\u00e1c ho\u1ea1t \u0111\u1ed9ng marketing v\u00e0 truy\u1ec1n th\u00f4ng.<\/em><\/p>\n

\"\"<\/em><\/strong><\/p>\n

Th\u01b0\u01a1ng hi\u00ea\u0323u la\u0300 ta\u0300i sa\u0309n quan tro\u0323ng cu\u0309a doanh nghi\u00ea\u0323p<\/em><\/h3>\n

T\u00e2\u0300m quan tro\u0323ng cu\u0309a x\u00e2y d\u01b0\u0323ng th\u01b0\u01a1ng hi\u00ea\u0323u<\/strong><\/h3>\n

\u2666 T\u00ean g\u1ecdi, bi\u1ec3u t\u01b0\u1ee3ng, m\u00e0u s\u1eafc \u0111\u1eb7c tr\u01b0ng c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u s\u1ebd h\u1ed7 tr\u1ee3 cho c\u00e1c s\u1ea3n ph\u1ea9m d\u1ec5 d\u00e0ng \u0111i v\u00e0o t\u00e2m tr\u00ed kh\u00e1ch h\u00e0ng va\u0300 giu\u0301p ph\u00e2n bi\u00ea\u0323t v\u01a1\u0301i ca\u0301c sa\u0309n ph\u00e2\u0309m t\u01b0\u01a1ng t\u01b0\u0323 cu\u0309a \u0111\u00f4\u0301i thu\u0309.<\/p>\n

\u2666\u00a0\u00a0D\u1ec5 d\u00e0ng t\u1ea1o ra s\u1ef1 t\u00edn nhi\u1ec7m thu\u1eadn l\u1ee3i cho vi\u1ec7c gi\u1edbi thi\u1ec7u\u00a0s\u1ea3n ph\u1ea9m\u00a0m\u1edbi. S\u1ef1 trung th\u00e0nh \u0111\u1ed1i v\u1edbi m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u khi\u1ebfn kh\u00e1ch h\u00e0ng ti\u1ebfp t\u1ee5c mua s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5, va\u0300 s\u0103\u0309n sa\u0300ng bo\u0309 ra s\u00f4\u0301 ti\u00ea\u0300n cao h\u01a1n cho sa\u0309n ph\u00e2\u0309m. \u0110i\u00ea\u0300u na\u0300y co\u0301 y\u0301 nghi\u0303a r\u00e2\u0301t l\u01a1\u0301n trong vi\u00ea\u0323c giu\u0301p doanh nghi\u00ea\u0323p m\u01a1\u0309 r\u00f4\u0323ng va\u0300 duy tri\u0300 thi\u0323 tr\u01b0\u01a1\u0300ng, t\u0103ng sa\u0309n l\u01b0\u01a1\u0323ng va\u0300 doanh s\u00f4\u0301 ha\u0300ng ho\u0301a, \u0111a\u0309m ba\u0309o cho s\u01b0\u0323 pha\u0301t tri\u00ea\u0309n cu\u0309a c\u00f4ng ty.<\/p>\n

\u2666\u00a0\u00a0Th\u01b0\u01a1ng hi\u1ec7u l\u00e0 cam k\u1ebft c\u00f3 gi\u00e1 tr\u1ecb r\u00f5 r\u00e0ng v\u00e0 b\u1ec1n v\u1eefng \u0111\u1ed1i v\u1edbi kh\u00e1ch h\u00e0ng, so v\u1edbi l\u1ee3i th\u1ebf v\u1ec1 gi\u00e1 th\u00e0nh v\u00e0 c\u00f4ng ngh\u1ec7 th\u00ec l\u1ee3i th\u1ebf v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a doanh nghi\u1ec7p l\u00e0 m\u1ed9t s\u1ef1 \u0111\u1ea3m b\u1ea3o l\u00e2u d\u00e0i.<\/p>\n

\u2666\u00a0\u00a0Th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh l\u00e0 ni\u00ea\u0300m t\u01b0\u0323 ha\u0300o cu\u0309a nh\u00e2n vi\u00ean, \u0111\u00f4\u0300ng th\u01a1\u0300i la\u0300 \u0111o\u0300n b\u00e2\u0309y thu h\u00fat nh\u00e2n t\u00e0i v\u00e0 duy tr\u00ec nh\u00e2n t\u00e0i trong doanh nghi\u1ec7p.<\/p>\n

D\u01b0\u1edbi \u0111\u00e2y l\u00e0 nh\u1eefng l\u1ee3i th\u1ebf c\u1ee7a m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh trong quan h\u1ec7 \u0111\u1ed1i v\u1edbi kh\u00e1ch h\u00e0ng:<\/h3>\n

\u21d2 72% kh\u00e1ch h\u00e0ng n\u00f3i h\u1ecd ch\u1ea5p nh\u1eadn tr\u1ea3 20% cao h\u01a1n so v\u1edbi th\u01b0\u01a1ng hi\u1ec7u kh\u00e1c khi h\u1ecd ch\u1ecdn mua th\u01b0\u01a1ng hi\u1ec7u m\u00e0 h\u1ecd y\u00eau th\u00edch. 50% kh\u00e1ch h\u00e0ng ch\u1ea5p nh\u1eadn tr\u1ea3 25% cao h\u01a1n v\u00e0 40% kh\u00e1ch h\u00e0ng ch\u1ecbu tr\u1ea3 \u0111\u1ebfn 30% cao h\u01a1n.<\/p>\n

\u21d2 25% kh\u00e1ch h\u00e0ng n\u00f3i gi\u00e1 kh\u00f4ng l\u00e0 v\u1ea5n \u0111\u1ec1 \u0111\u1ed1i v\u1edbi h\u1ecd m\u1ed9t khi h\u1ecd \u0111\u00e3 t\u00edn nhi\u1ec7m v\u00e0 trung th\u00e0nh v\u1edbi m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n

\u21d2 H\u01a1n 70% kh\u00e1ch h\u00e0ng n\u00f3i th\u01b0\u01a1ng hi\u1ec7u l\u00e0 m\u1ed9t trong nh\u1eefng y\u1ebfu t\u1ed1 m\u00e0 h\u1ecd c\u00e2n nh\u1eafc khi ch\u1ecdn mua m\u1ed9t s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 v\u00e0 h\u01a1n 50% th\u01b0\u01a1ng v\u1ee5 th\u1ef1c s\u1ef1 l\u00e0 do s\u1ef1 l\u1ef1a ch\u1ecdn th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n

\u21d2 30% s\u1ed1 th\u01b0\u01a1ng v\u1ee5 l\u00e0 d\u1ef1a tr\u00ean s\u1ef1 gi\u1edbi thi\u1ec7u c\u1ee7a \u0111\u1ed3ng nghi\u1ec7p.- 50% ng\u01b0\u1eddi ti\u00eau d\u00f9ng tin r\u1eb1ng s\u1ef1 th\u00e0nh c\u00f4ng c\u1ee7a m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh l\u00e0 l\u1ee3i th\u1ebf \u0111\u1ed1i v\u1edbi vi\u1ec7c \u0111\u01b0a ra th\u1ecb tr\u01b0\u1eddng th\u00eam s\u1ea3n ph\u1ea9m m\u1edbi v\u00e0 h\u1ecd s\u1eb5n s\u00e0ng d\u00f9ng th\u1eed s\u1ea3n ph\u1ea9m m\u1edbi c\u1ee7a m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u m\u00e0 h\u1ecd \u0111\u00e3 t\u00edn nhi\u1ec7m.<\/p>\n

Nh\u01b0 v\u00e2y, co\u0301 th\u00ea\u0309 no\u0301i th\u01b0\u01a1ng hi\u00ea\u0323u la\u0300 m\u00f4\u0323t ta\u0300i sa\u0309n v\u00f4 gia\u0301 cu\u0309a c\u00f4ng ty,\u00a0nh\u00e2n t\u1ed1 quan tr\u1ecdng g\u00f3p ph\u1ea7n duy tr\u00ec, m\u1edf r\u1ed9ng, ph\u00e1t tri\u1ec3n th\u1ecb tr\u01b0\u1eddng trong v\u00e0 ngo\u00e0i n\u01b0\u1edbc cho c\u00e1c doanh nghi\u1ec7p, n\u00e2ng cao v\u0103n minh th\u01b0\u01a1ng m\u1ea1i, g\u00f3p ph\u1ea7n ch\u1ed1ng c\u1ea1nh tranh kh\u00f4ng l\u00e0nh m\u1ea1nh. Trong b\u1ed1i c\u1ea3nh h\u1ed9i nh\u1eadp kinh t\u1ebf qu\u1ed1c t\u1ebf c\u1ee7a n\u01b0\u1edbc ta, c\u00e1c doanh nghi\u1ec7p \u0111\u1ee9ng tr\u01b0\u1edbc vi\u1ec7c c\u1ea1nh tranh gay g\u1eaft, nh\u1ea5t l\u00e0 khi c\u00f3 nhi\u1ec1u h\u00e0ng h\u00f3a c\u1ee7a n\u01b0\u1edbc ngo\u00e0i th\u00e2m nh\u1eadp v\u00e0o th\u1ecb tr\u01b0\u1eddng Vi\u1ec7t Nam. V\u00ec v\u1eady, \u0111i\u1ec1u h\u1ebft s\u1ee9c c\u1ea7n thi\u1ebft l\u00e0 c\u00e1c doanh nghi\u1ec7p ph\u1ea3i x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u cho h\u00e0ng h\u00f3a c\u1ee7a m\u00ecnh.<\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

X\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u l\u00e0 m\u1ed9t trong nh\u1eefng ho\u1ea1t \u0111\u1ed9ng quan tr\u1ecdng c\u1ee7a doanh nghi\u1ec7p, n\u00f3 \u0111\u00e1nh gi\u00e1 m\u1ee9c \u0111\u1ed9 th\u00e0nh c\u00f4ng v\u00e0 v\u1ecb tr\u00ed c\u1ee7a DN tr\u00ean th\u01b0\u01a1ng tr\u01b0\u1eddng. Tuy nhi\u00ean, r\u1ea5t nhi\u1ec1u doanh nghi\u1ec7p Vi\u1ec7t Nam hi\u1ec7n ch\u01b0a quan t\u00e2m \u0111\u1ebfn v\u1ea5n \u0111\u1ec1 th\u01b0\u01a1ng hi\u1ec7u, \u0111\u1eb7c bi\u1ec7t l\u00e0 c\u00e1c DN v\u1eeba v\u00e0 nh\u1ecf….<\/p>\n","protected":false},"author":1,"featured_media":283,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[10],"tags":[],"class_list":["post-335","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tin-tuc-chung"],"_links":{"self":[{"href":"https:\/\/ntvwindow.diachi.top\/index.php?rest_route=\/wp\/v2\/posts\/335","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/ntvwindow.diachi.top\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/ntvwindow.diachi.top\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/ntvwindow.diachi.top\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/ntvwindow.diachi.top\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=335"}],"version-history":[{"count":0,"href":"https:\/\/ntvwindow.diachi.top\/index.php?rest_route=\/wp\/v2\/posts\/335\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/ntvwindow.diachi.top\/index.php?rest_route=\/wp\/v2\/media\/283"}],"wp:attachment":[{"href":"https:\/\/ntvwindow.diachi.top\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=335"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/ntvwindow.diachi.top\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=335"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/ntvwindow.diachi.top\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=335"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}