{"id":8470,"date":"2021-04-16T18:33:38","date_gmt":"2021-04-16T11:33:38","guid":{"rendered":"https:\/\/khaosat.me\/blog\/?p=8470"},"modified":"2025-02-21T10:54:16","modified_gmt":"2025-02-21T03:54:16","slug":"phan-khuc-thi-truong-la-gi","status":"publish","type":"post","link":"https:\/\/khaosat.me\/blog\/phan-khuc-thi-truong-la-gi\/","title":{"rendered":"Ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng l\u00e0 g\u00ec? C\u00e1c c\u00e1ch ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng ph\u1ed5 bi\u1ebfn"},"content":{"rendered":"\n

Ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng l\u00e0 m\u1ed9t trong nh\u1eefng nhi\u1ec7m v\u1ee5 quan tr\u1ecdng \u0111\u1ed1i v\u1edbi m\u1ed7i doanh nghi\u1ec7p \u0111\u1ec3 x\u00e1c \u0111\u1ecbnh v\u00e0 gi\u1eef ch\u00e2n kh\u00e1ch h\u00e0ng m\u1ed9t c\u00e1ch hi\u1ec7u qu\u1ea3. Tuy nhi\u00ean, nhi\u1ec1u c\u00f4ng ty v\u1eabn \u0111ang xem nh\u1eb9 ho\u1eb7c m\u01a1 h\u1ed3 v\u1ec1 v\u1ea5n \u0111\u1ec1 n\u00e0y, g\u00e2y ra nh\u1eefng \u1ea3nh h\u01b0\u1edfng t\u1edbi qu\u00e1 tr\u00ecnh x\u00e1c \u0111\u1ecbnh ph\u01b0\u01a1ng h\u01b0\u1edbng v\u00e0 m\u1ee5c ti\u00eau kinh doanh. V\u1eady b\u1ea3n ch\u1ea5t c\u1ee7a ph\u00e2n \u0111o\u1ea1n th\u1ecb tr\u01b0\u1eddng l\u00e0 g\u00ec, l\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 \u0111\u1ecbnh h\u01b0\u1edbng v\u00e0 th\u1ef1c hi\u1ec7n ch\u00fang m\u1ed9t c\u00e1ch r\u00f5 r\u00e0ng v\u00e0 ch\u00ednh x\u00e1c nh\u1ea5t? H\u00e3y c\u00f9ng theo d\u00f5i b\u00e0i vi\u1ebft d\u01b0\u1edbi \u0111\u00e2y \u0111\u1ec3 hi\u1ec3u r\u00f5 h\u01a1n v\u1ec1 ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng.<\/p>\n\n\n\n

\"ph\u00e2n
Ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng l\u00e0 g\u00ec m\u00e0 l\u1ea1i quan tr\u1ecdng \u0111\u1ebfn v\u1eady?<\/figcaption><\/figure><\/div>\n\n\n\n

1. Ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng l\u00e0 g\u00ec?<\/strong><\/h2>\n\n\n\n

Ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng (Market segmentation) l\u00e0 chia th\u1ecb tr\u01b0\u1eddng th\u00e0nh nhi\u1ec1u kh\u00fac nh\u1ecf h\u01a1n, m\u1ed7i ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng l\u00e0 t\u1eadp h\u1ee3p nh\u1eefng \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng c\u00f3 chung nh\u1eadn th\u1ee9c, th\u1ecb hi\u1ebfu c\u0169ng nh\u01b0 nhu c\u1ea7u v\u1ec1 s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5. C\u00e1c ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng kh\u00e1c nhau s\u1edf h\u1eefu m\u1ed9t t\u1eadp kh\u00e1ch h\u00e0ng ri\u00eang bi\u1ec7t. Vi\u1ec7c ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng gi\u00fap doanh nghi\u1ec7p d\u1ec5 nh\u1eadn bi\u1ebft kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng \u1edf ph\u00e2n kh\u00fac n\u00e0o \u0111\u1ec3 ch\u1ecdn ra th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau, t\u1eeb \u0111\u00f3 c\u00f3 th\u1ec3 \u0111\u00e1p \u1ee9ng nhu c\u1ea7u kh\u00e1ch h\u00e0ng t\u1ea1i c\u00e1c ph\u00e2n kh\u00fac \u0111\u00f3 m\u1ed9t c\u00e1ch hi\u1ec7u qu\u1ea3 h\u01a1n. <\/p>\n\n\n\n

Th\u00f4ng th\u01b0\u1eddng, doanh nghi\u1ec7p s\u1ebd d\u1ef1a v\u00e0o th\u1ef1c tr\u1ea1ng ho\u1ea1t \u0111\u1ed9ng c\u1ee7a c\u00f4ng ty (s\u1ea3n ph\u1ea9m d\u1ecbch v\u1ee5, quy m\u00f4, kh\u1ea3 n\u0103ng \u0111\u00e1p \u1ee9ng th\u1ecb tr\u01b0\u1eddng,…) \u0111\u1ec3 \u0111\u01b0a ra quy\u1ebft \u0111\u1ecbnh v\u1ec1 vi\u1ec7c ch\u1ecdn ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng ph\u00f9 h\u1ee3p v\u1edbi ti\u1ec1m l\u1ef1c v\u00e0 c\u00f3 c\u01a1 h\u1ed9i mang l\u1ea1i l\u1ee3i nhu\u1eadn cao cho doanh nghi\u1ec7p. Trong c\u00e1c ph\u00e2n kh\u00fac \u0111\u01b0\u1ee3c ch\u1ecdn s\u1ebd c\u00f3 t\u1ec9 l\u1ec7 cao nh\u1eefng \u0111\u1ed1i t\u01b0\u1ee3ng ti\u1ec1m n\u0103ng tr\u1edf th\u00e0nh kh\u00e1ch h\u00e0ng, t\u1eeb \u0111\u00f3 gia t\u0103ng c\u01a1 h\u1ed9i chuy\u1ec3n \u0111\u1ed5i h\u1ecd \u0111\u1ec3 tr\u1edf th\u00e0nh kh\u00e1ch h\u00e0ng trung th\u00e0nh v\u00e0 g\u1eafn b\u00f3 l\u00e2u d\u00e0i v\u1edbi doanh nghi\u1ec7p.<\/p>\n\n\n\n

B\u1eb1ng c\u00e1ch hi\u1ec3u c\u00e1c ph\u00e2n \u0111o\u1ea1n th\u1ecb tr\u01b0\u1eddng, b\u1ea1n c\u00f3 th\u1ec3 \u00e1p d\u1ee5ng v\u00e0o vi\u1ec7c \u0111\u1ecbnh h\u01b0\u1edbng c\u00e1c chi\u1ebfn l\u01b0\u1ee3c s\u1ea3n ph\u1ea9m, b\u00e1n h\u00e0ng v\u00e0 ti\u1ebfp th\u1ecb \u0111\u1ec3 mang l\u1ea1i hi\u1ec7u qu\u1ea3 cao. B\u00ean c\u1ea1nh \u0111\u00f3, trong th\u1eddi \u0111\u1ea1i 4.0, b\u1ea1n c\u00f2n c\u00f3 th\u1ec3 \u00e1p d\u1ee5ng c\u00e1c th\u00f4ng tin \u0111\u1ed1i t\u01b0\u1ee3ng trong ph\u00e2n \u0111o\u1ea1n th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau \u0111\u1ec3 ch\u1ea1y qu\u1ea3ng c\u00e1o tr\u00ean c\u00e1c n\u1ec1n t\u1ea3ng k\u1ef9 thu\u1eadt s\u1ed1 nh\u01b0 Facebook v\u00e0 Google, \u0111i\u1ec1u n\u00e0y gi\u00fap doanh nghi\u1ec7p c\u00f3 th\u1ec3 ti\u1ebfp c\u1eadn nhi\u1ec1u kh\u00e1ch h\u00e0ng h\u01a1n v\u1edbi chi ph\u00ed th\u1ea5p h\u01a1n. <\/p>\n\n\n\n

2. V\u00ec sao ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng l\u1ea1i quan tr\u1ecdng v\u1edbi doanh nghi\u1ec7p<\/strong><\/h2>\n\n\n\n

C\u00f3 th\u1ec3 n\u00f3i th\u1ecb tr\u01b0\u1eddng v\u00f4 c\u00f9ng r\u1ed9ng l\u1edbn v\u00ec nhu c\u1ea7u c\u1ee7a kh\u00e1ch h\u00e0ng ph\u00e2n h\u00f3a r\u1ea5t \u0111a d\u1ea1ng d\u1ef1a tr\u00ean thu nh\u1eadp, s\u1edf th\u00edch, phong c\u00e1ch, c\u00e1 t\u00ednh,… n\u00ean kh\u00f4ng c\u00f3 m\u1ed9t s\u1ea3n ph\u1ea9m hay d\u1ecbch v\u1ee5 n\u00e0o n\u00e0o c\u00f3 th\u1ec3 l\u00e0m v\u1eeba l\u00f2ng h\u1ebft t\u1ea5t c\u1ea3 m\u1ecdi ng\u01b0\u1eddi. B\u00ean c\u1ea1nh \u0111\u00f3 ngu\u1ed3n l\u1ef1c c\u1ee7a doanh nghi\u1ec7p ch\u1ec9 c\u00f3 h\u1ea1n, k\u1ec3 c\u1ea3 nh\u1eefng doanh nghi\u1ec7p h\u00e0ng \u0111\u1ea7u c\u0169ng kh\u00f4ng \u0111\u1ee7 kh\u1ea3 n\u0103ng \u0111\u00e1p \u1ee9ng h\u1ebft th\u1ecb tr\u01b0\u1eddng. Do \u0111\u00f3, c\u00e1c doanh nghi\u1ec7p mu\u1ed1n c\u00f3 l\u1ee3i th\u1ebf c\u1ea1nh tranh \u0111\u1ec3 kinh doanh hi\u1ec7u qu\u1ea3 th\u00ec ph\u1ea3i t\u00ecm cho m\u00ecnh nh\u1eefng \u0111o\u1ea1n th\u1ecb tr\u01b0\u1eddng m\u00e0 \u1edf \u0111\u00f3 doanh nghi\u1ec7p c\u00f3 \u0111\u1ee7 ngu\u1ed3n l\u1ef1c \u0111\u1ec3 \u0111\u00e1p \u1ee9ng nhu c\u1ea7u v\u00e0 \u01b0\u1edbc mu\u1ed1n c\u1ee7a kh\u00e1ch h\u00e0ng h\u01a1n h\u1eb3n \u0111\u1ed1i th\u1ee7 kh\u00e1c.<\/p>\n\n\n\n

2.1. X\u00e1c \u0111\u1ecbnh kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau<\/strong><\/h3>\n\n\n\n

Doanh nghi\u1ec7p s\u1eed d\u1ee5ng ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng nh\u01b0 m\u1ed9t c\u00f4ng c\u1ee5 thi\u1ebft y\u1ebfu \u0111\u1ec3 gi\u00fap x\u00e1c \u0111\u1ecbnh c\u00e1c nh\u00f3m kh\u00e1ch h\u00e0ng kh\u00e1c nhau v\u00e0 t\u00ecm ra \u0111\u01b0\u1ee3c nh\u1eefng \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau. Nh\u1edd v\u1eady, doanh nghi\u1ec7p s\u1ebd \u0111\u1ecbnh h\u01b0\u1edbng \u0111\u01b0\u1ee3c ph\u01b0\u01a1ng ph\u00e1p marketing nh\u1eb1m qu\u1ea3ng b\u00e1 cho d\u1ecbch v\u1ee5\/s\u1ea3n ph\u1ea9m m\u00e0 c\u00f4ng ty cung c\u1ea5p \u0111\u1ebfn \u0111\u00fang nh\u1eefng kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng m\u1ed9t c\u00e1ch hi\u1ec7u qu\u1ea3 v\u00e0 ti\u1ebft ki\u1ec7m chi ph\u00ed.<\/p>\n\n\n\n

\"X\u00e1c
X\u00e1c \u0111\u1ecbnh th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau gi\u00fap doanh nghi\u1ec7p \u0111\u1ecbnh h\u01b0\u1edbng kinh doanh hi\u1ec7u qu\u1ea3<\/figcaption><\/figure><\/div>\n\n\n\n

2.2. T\u1ea1o gi\u00e1 tr\u1ecb<\/strong><\/h3>\n\n\n\n

Th\u00f4ng qua k\u1ebft qu\u1ea3 ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng, doanh nghi\u1ec7p s\u1ebd c\u00f3 \u0111\u01b0\u1ee3c c\u00e1i nh\u00ecn s\u00e2u s\u1eafc v\u1ec1 s\u1edf th\u00edch v\u00e0 nh\u1eadn th\u1ee9c c\u1ee7a kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau, t\u1eeb \u0111\u00f3 t\u1ea1o ra \u0111\u01b0\u1ee3c c\u00e1c s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5 gi\u00e1 tr\u1ecb \u0111\u00e1p \u1ee9ng \u0111\u01b0\u1ee3c nhu c\u1ea7u thi\u1ebft th\u1ef1c c\u1ee7a kh\u00e1ch h\u00e0ng, d\u1ec5 d\u00e0ng \u0111\u01b0\u1ee3c ng\u01b0\u1eddi ti\u00eau d\u00f9ng y\u00eau th\u00edch v\u00e0 l\u1ef1a ch\u1ecdn, doanh thu b\u00e1n h\u00e0ng c\u0169ng v\u00ec th\u1ebf m\u00e0 gia t\u0103ng.<\/p>\n\n\n\n

2.3. T\u1ea1o l\u1ee3i th\u1ebf c\u1ea1nh tranh<\/strong><\/h3>\n\n\n\n

Do th\u1ecb tr\u01b0\u1eddng \u0111\u01b0\u1ee3c ph\u00e2n th\u00e0nh c\u00e1c kh\u00fac nh\u1ecf n\u00ean doanh nghi\u1ec7p c\u00f3 th\u1ec3 t\u1eadp trung ngu\u1ed3n l\u1ef1c \u0111\u1ec3 \u0111\u1ea7u t\u01b0 v\u00e0 ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m c\u0169ng nh\u01b0 m\u00f4 h\u00ecnh kinh doanh t\u1eeb \u0111\u00f3 gia t\u0103ng l\u1ee3i th\u1ebf c\u1ea1nh tranh. Nh\u01b0 \u0111\u00e3 n\u00f3i, vi\u1ec7c doanh nghi\u1ec7p t\u1ea1o ra \u0111\u01b0\u1ee3c c\u00e1c s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5 c\u00f3 gi\u00e1 tr\u1ecb cao v\u1edbi ng\u01b0\u1eddi ti\u00eau d\u00f9ng, \u0111\u00e1p \u1ee9ng t\u1ed1t h\u01a1n nhu c\u1ea7u v\u00e0 y\u00eau c\u1ea7u c\u1ee7a kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau ch\u1eafc ch\u1eafn s\u1ebd l\u00e0 \u0111i\u1ec3m m\u1ea1nh \u0111\u1ec3 doanh nghi\u1ec7p t\u1ea1o l\u1ee3i th\u1ebf c\u1ea1nh tranh v\u1edbi nh\u1eefng \u0111\u01a1n v\u1ecb kh\u00e1c. \u0110\u00e2y l\u00e0 \u0111i\u1ec1u m\u00e0 b\u1ea5t c\u1ee9 nh\u00e0 kinh doanh n\u00e0o c\u0169ng \u0111\u1ec1 mong mu\u1ed1n c\u00f3 \u0111\u01b0\u1ee3c.<\/p>\n\n\n\n

3. C\u00e1c c\u00e1ch ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng ph\u1ed5 bi\u1ebfn<\/strong><\/h2>\n\n\n\n

M\u1ed9t khi b\u1ea1n x\u00e1c \u0111\u1ecbnh \u0111\u01b0\u1ee3c nh\u1eefng gi\u00e1 tr\u1ecb quan tr\u1ecdng c\u1ee7a vi\u1ec7c ph\u00e2n \u0111o\u1ea1n th\u1ecb tr\u01b0\u1eddng ch\u1eafc ch\u1eafn b\u1ea1n s\u1ebd c\u00f3 m\u1ed9t c\u00e1i nh\u00ecn \u0111a chi\u1ec1u nh\u1ea5t v\u1ec1 c\u00e1c \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng. Nh\u1edd v\u1eady b\u1ea1n c\u00f3 th\u1ec3 t\u1ef1 tin, \u0111\u1ee7 s\u1ef1 quy\u1ebft \u0111o\u00e1n, ki\u1ebfn th\u1ee9c, n\u0103ng l\u1ef1c \u0111\u1ec3 \u0111\u1ec1 ra nh\u1eefng chi\u1ebfn l\u01b0\u1ee3c ti\u1ebfp th\u1ecb c\u00f3 hi\u1ec7u qu\u1ea3 v\u00e0 t\u1ea7m \u1ea3nh h\u01b0\u1edfng l\u1edbn.<\/p>\n\n\n\n

V\u1eady l\u00e0m sao \u0111\u1ec3 c\u00f3 th\u1ec3 ph\u00e2n \u0111o\u1ea1n th\u1ecb tr\u01b0\u1eddng trong marketing t\u1ed1t nh\u1ea5t, h\u00e3y xem 3 lo\u1ea1i ph\u00e2n \u0111o\u1ea1n th\u1ecb tr\u01b0\u1eddng ph\u1ed5 bi\u1ebfn \u0111\u01b0\u1ee3c c\u00e1c doanh nghi\u1ec7p \u00e1p d\u1ee5ng nhi\u1ec1u nh\u1ea5t d\u01b0\u1edbi \u0111\u00e2y.<\/p>\n\n\n\n

3.1. Ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng ng\u01b0\u1eddi ti\u00eau d\u00f9ng<\/strong><\/h3>\n\n\n\n

Trong ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng ng\u01b0\u1eddi ti\u00eau d\u00f9ng, ch\u00fang ta s\u1ebd c\u00f3 4 c\u00e1ch chia theo: \u0110\u1ecba l\u00fd, Nh\u00e2n ch\u1ee7ng h\u1ecdc, T\u00e2m l\u00fd v\u00e0 H\u00e0nh vi ti\u00eau d\u00f9ng.<\/p>\n\n\n\n

  • Ph\u00e2n kh\u00fac theo \u0110\u1ecba l\u00fd: <\/strong>Chia theo t\u1ec9nh th\u00e0nh, theo t\u1eebng \u0111\u01a1n v\u1ecb \u0111\u1ecba l\u00fd, t\u1eebng v\u00f9ng mi\u1ec1n kh\u00e1c nhau nh\u01b0 mi\u1ec1n B\u1eafc, mi\u1ec1n Trung v\u00e0 mi\u1ec1n Nam. Khi th\u1ef1c hi\u1ec7n ph\u00e2n \u0111o\u1ea1n th\u1ecb tr\u01b0\u1eddng, doanh nghi\u1ec7p c\u00f3 th\u1ec3 ch\u1ec9 nh\u1eafm v\u00e0o m\u1ed9t v\u00f9ng \u0111\u1ecba l\u00fd n\u00e0o \u0111\u00f3, ho\u1eb7c l\u00e0 ho\u1ea1t \u0111\u1ed9ng tr\u00ean c\u00e1c v\u00f9ng nh\u01b0ng v\u1eabn ph\u1ea3i ch\u00fa \u00fd t\u1edbi s\u1ef1 kh\u00e1c bi\u1ec7t v\u1ec1 mong mu\u1ed1n, nhu c\u1ea7u c\u1ee7a kh\u00e1ch h\u00e0ng \u1edf t\u1eebng v\u00f9ng kh\u00e1c nhau.<\/li>
  • Ph\u00e2n kh\u00fac theo Nh\u00e2n kh\u1ea9u h\u1ecdc: <\/strong>C\u0103n c\u1ee9 v\u00e0o gi\u1edbi t\u00ednh, \u0111\u1ed9 tu\u1ed5i, ngh\u1ec1 nghi\u1ec7p, thu nh\u1eadp, quy m\u00f4 gia \u0111\u00ecnh, d\u00e2n t\u1ed9c, ch\u1ee7ng t\u1ed9c, qu\u1ed1c t\u1ecbch, t\u00f4n gi\u00e1o, th\u1ebf h\u1ec7,…\u0111\u1ec3 ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng.<\/li>
  • Ph\u00e2n kh\u00fac theo T\u00e2m l\u00fd: <\/strong>C\u00e1ch n\u00e0y s\u1ebd ph\u00e2n th\u1ecb tr\u01b0\u1eddng th\u00e0nh nh\u1eefng nh\u00f3m kh\u00e1c nhau d\u1ef1a theo c\u00e1c ti\u00eau ch\u00ed v\u1ec1 l\u1ed1i s\u1ed1ng, t\u1ea7ng l\u1edbp x\u00e3 h\u1ed9i, c\u00e1 t\u00ednh…<\/li>
  • Ph\u00e2n kh\u00fac theo H\u00e0nh vi ti\u00eau d\u00f9ng:<\/strong> D\u1ef1a v\u00e0o s\u1ef1 kh\u00e1c nhau gi\u1eefa quan ni\u1ec7m, th\u00e1i \u0111\u1ed9, ki\u1ebfn th\u1ee9c, c\u00e1ch s\u1eed d\u1ee5ng ho\u1eb7c ph\u1ea3n \u1ee9ng \u0111\u1ed1i v\u1edbi m\u1ed9t s\u1ea3n ph\u1ea9m n\u00e0o \u0111\u00f3 c\u1ee7a kh\u00e1ch h\u00e0ng.<\/li><\/ul>\n\n\n\n
    \"x\u00e1c
    4 c\u00e1ch ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng: \u0110\u1ecba l\u00fd, Nh\u00e2n ch\u1ee7ng h\u1ecdc, T\u00e2m l\u00fd v\u00e0 H\u00e0nh vi ti\u00eau d\u00f9ng.<\/figcaption><\/figure><\/div>\n\n\n\n

    3.2. Ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng doanh nghi\u1ec7p<\/strong><\/h3>\n\n\n\n

    \u0110\u1ed1i v\u1edbi ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng doanh nghi\u1ec7p, ch\u00fang ta c\u0169ng c\u00f3 th\u1ec3 ph\u00e2n chia t\u01b0\u01a1ng t\u1ef1 theo 4 c\u00e1ch ph\u1ed5 bi\u1ebfn v\u00e0 \u0111\u1ed1i t\u01b0\u1ee3ng \u1edf \u0111\u00e2y l\u00e0 c\u00e1c doanh nghi\u1ec7p:<\/p>\n\n\n\n

    • Ph\u00e2n kh\u00fac theo \u0111\u1ecba l\u00fd<\/li>
    • Ph\u00e2n kh\u00fac theo nh\u00e2n ch\u1ee7ng h\u1ecdc (qui m\u00f4 c\u00f4ng ty, ng\u00e0nh ngh\u1ec1 kinh doanh)<\/li>
    • Ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng theo t\u00e2m l\u00fd (v\u0103n h\u00f3a doanh nghi\u1ec7p)<\/li>
    • Ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng theo h\u00e0nh vi, th\u00e1i \u0111\u1ed9 (l\u1ee3i \u00edch m\u00e0 doanh nghi\u1ec7p t\u00ecm ki\u1ebfm, m\u1ee9c \u0111\u1ed9 s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m v\u00e0 m\u1ee9c \u0111\u1ed9 trung th\u00e0nh)<\/li><\/ul>\n\n\n\n

      3.3. Ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng qu\u1ed1c t\u1ebf<\/strong><\/h3>\n\n\n\n

      Khi n\u00f3i \u0111\u1ebfn th\u1ecb tr\u01b0\u1eddng qu\u1ed1c t\u1ebf th\u00ec ph\u1ea3i t\u00ecm hi\u1ec3u th\u1eadt k\u1ef9 m\u1ee9c \u0111\u1ed9 ph\u00e1t tri\u1ec3n kinh t\u1ebf, v\u0103n ho\u00e1 v\u00e0 ch\u00ednh tr\u1ecb \u1edf t\u1eebng qu\u1ed1c gia. V\u00ec nh\u1eefng \u0111i\u1ec1u n\u00e0y \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn th\u00f3i quen c\u1ee7a ng\u01b0\u1eddi d\u00e2n trong qu\u1ed1c gia \u0111\u00f3, c\u00f3 nh\u1eefng qu\u1ed1c qu\u1ed1c gia g\u1ea7n nhau nh\u01b0ng l\u1ea1i t\u1ed3n t\u1ea1i nh\u1eefng kh\u00e1c bi\u1ec7t r\u1ea5t l\u1edbn. Do \u0111\u00f3, c\u1ea7n ph\u1ea3i chia th\u1ecb tr\u01b0\u1eddng qu\u1ed1c t\u1ebf th\u00e0nh t\u1eebng ph\u00e2n kh\u00fac m\u00e0 \u1edf m\u1ed7i ph\u00e2n kh\u00fac l\u00e0 c\u00e1c qu\u1ed1c gia t\u01b0\u01a1ng \u0111\u1ed1i gi\u1ed1ng nhau v\u1ec1 kinh t\u1ebf, v\u0103n ho\u00e1 v\u00e0 ch\u00ednh tr\u1ecb \u0111\u1ec3 c\u00f3 th\u1ec3 \u00e1p d\u1ee5ng chi\u1ebfn l\u01b0\u1ee3c ti\u1ebfp th\u1ecb ph\u00f9 h\u1ee3p.<\/p>\n\n\n\n

      4. C\u00e1c b\u01b0\u1edbc trong ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng<\/strong><\/h2>\n\n\n\n

      \u0110\u1ec3 c\u00f3 th\u1ec3 ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng chu\u1ea9n v\u00e0 ti\u1ebfp th\u1ecb t\u1edbi \u0111\u00fang \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng c\u1ee7a doanh nghi\u1ec7p nh\u1eafm t\u1edbi, b\u1eaft bu\u1ed9c ph\u1ea3i c\u00f3 m\u1ed9t quy tr\u00ecnh c\u1ee5 th\u1ec3. H\u00e3y c\u00f9ng xem 6 b\u01b0\u1edbc h\u01b0\u1edbng d\u1eabn chi ti\u1ebft \u0111\u1ec3 c\u00f3 th\u1ec3 th\u1ef1c hi\u1ec7n ph\u00e2n \u0111o\u1ea1n th\u1ecb tr\u01b0\u1eddng cho doanh nghi\u1ec7p.<\/p>\n\n\n\n

      4.1. Kh\u1ea3o s\u00e1t nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng v\u00e0 thu th\u1eadp d\u1eef li\u1ec7u<\/strong><\/h3>\n\n\n\n

      Tr\u01b0\u1edbc khi b\u1eaft tay v\u00e0o m\u1ed9t chi\u1ebfn d\u1ecbch marketing n\u00e0o \u0111\u00f3 th\u00ec vi\u1ec7c \u0111\u1ea7u ti\u00ean b\u1ea1n ph\u1ea3i l\u00e0m l\u00e0 kh\u1ea3o s\u00e1t nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng. B\u1ea1n c\u00f3 th\u1ec3 thu th\u1eadp d\u1eef li\u1ec7u t\u1eeb internet, qua c\u00e1c chuy\u00ean gia ph\u00e2n t\u00edch th\u1ecb tr\u01b0\u1eddng, b\u1ea1n b\u00e8 \u0111ang l\u00e0m trong ngh\u1ec1,… \u0111\u1ec3 c\u00f3 th\u1ec3 h\u1ecdc h\u1ecfi v\u00e0 hi\u1ec3u h\u01a1n v\u1ec1 th\u1ecb tr\u01b0\u1eddng. \u0110\u1ec3 t\u1eeb \u0111\u00f3 x\u00e1c \u0111\u1ecbnh m\u1ee5c ti\u00eau chi\u1ebfn d\u1ecbch l\u00e0 g\u00ec? \u0110\u1ed1i t\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng l\u00e0 ai?<\/p>\n\n\n\n

      Tuy nhi\u00ean nh\u1eefng ngu\u1ed3n th\u00f4ng tin n\u00e0y kh\u00e1 ch\u1ee7 quan v\u00e0 th\u01b0\u1eddng ch\u1ec9 \u0111\u1ec3 tham kh\u1ea3o, n\u1ebfu c\u00f3 \u0111i\u1ec1u ki\u1ec7n b\u1ea1n c\u1ea7n th\u1ef1c hi\u1ec7n nh\u1eefng cu\u1ed9c kh\u1ea3o s\u00e1t nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng tr\u00ean quy m\u00f4 \u0111\u1ee7 l\u1edbn \u0111\u1ec3 c\u00f3 th\u1ec3 l\u00e0m \u0111\u1ea1i di\u1ec7n cho th\u1ecb tr\u01b0\u1eddng. Th\u00f4ng th\u01b0\u1eddng m\u1ed9t cu\u1ed9c kh\u1ea3o s\u00e1t c\u00f3 th\u1ec3 t\u1eeb 100 – 1000 ng\u01b0\u1eddi t\u00f9y thu\u1ed9c th\u1ecb tr\u01b0\u1eddng l\u1edbn hay nh\u1ecf. Sau khi kh\u1ea3o s\u00e1t nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng th\u00ec b\u1ea1n \u0111\u00e3 c\u00f3 th\u1ec3 n\u1eafm \u0111\u01b0\u1ee3c \u0111\u1ea7y \u0111\u1ee7 nh\u1eefng d\u1eef li\u1ec7u c\u1ea7n thi\u1ebft v\u00e0 c\u00f3 c\u00e1i nh\u00ecn r\u00f5 r\u00e0ng v\u1ec1 insight c\u1ee7a kh\u00e1ch h\u00e0ng.<\/p>\n\n\n\n

      \"Ti\u1ebfn
      Ti\u1ebfn h\u00e0nh kh\u1ea3o s\u00e1t nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng \u0111\u1ec3 thu th\u1eadp d\u1eef li\u1ec7u tin c\u1eady<\/figcaption><\/figure><\/div>\n\n\n\n

      4.2. Ph\u00e2n t\u00edch d\u1eef li\u1ec7u th\u1ecb tr\u01b0\u1eddng \u0111\u1ec3 x\u00e1c \u0111\u1ecbnh c\u00e1c ph\u00e2n \u0111o\u1ea1n th\u1ecb tr\u01b0\u1eddng<\/strong><\/h3>\n\n\n\n

      D\u1ef1a v\u00e0o d\u1eef li\u1ec7u kh\u1ea3o s\u00e1t th\u1ecb tr\u01b0\u1eddng \u1edf b\u01b0\u1edbc tr\u00ean, c\u00e1c chuy\u00ean gia s\u1ebd ti\u1ebfn h\u00e0nh ph\u00e2n t\u00edch d\u1eef li\u1ec7u \u0111\u00f3 v\u00e0 \u0111\u01b0a ra c\u00e1c nh\u1eadn \u0111\u1ecbnh v\u1ec1 t\u00ecnh h\u00ecnh th\u1ecb tr\u01b0\u1eddng hi\u1ec7n t\u1ea1i, xu h\u01b0\u1edbng th\u1ecb tr\u01b0\u1eddng trong th\u1eddi gian ng\u1eafn h\u1ea1n v\u00e0 d\u00e0i h\u1ea1n. T\u1eeb \u0111\u00f3 x\u00e1c \u0111\u1ecbnh \u0111\u01b0\u1ee3c c\u00e1c ph\u00e2n \u0111o\u1ea1n th\u1ecb tr\u01b0\u1eddng trong kh\u1ea3 n\u0103ng c\u1ee7a doanh nghi\u1ec7p c\u00f3 th\u1ec3 \u0111\u00e1p \u1ee9ng.<\/p>\n\n\n\n

      B\u1ea1n c\u00f3 th\u1ec3 ph\u00e2n \u0111o\u1ea1n th\u1ecb tr\u01b0\u1eddng theo c\u00e1c ph\u00e2n \u0111o\u1ea1n nh\u1ecf nh\u01b0:<\/p>\n\n\n\n

      • X\u00e1c \u0111\u1ecbnh<\/strong> ph\u00e2n kh\u00fac theo qu\u1ed1c gia, v\u1ecb tr\u00ed \u0111\u1ecba l\u00fd: <\/strong>Quan t\u00e2m t\u1edbi khu v\u1ef1c, th\u00e0nh ph\u1ed1, m\u00e3 zip, \u0111\u1ec3 c\u00f3 th\u1ec3 thu nh\u1ecf l\u1ea1i ph\u1ea1m vi ti\u1ebfp c\u1eadn m\u1ee5c ti\u00eau kh\u00e1ch h\u00e0ng quan t\u00e2m t\u1edbi ph\u00e2n kh\u00fac \u0111\u00f3.<\/li>
      • X\u00e1c \u0111\u1ecbnhPh\u00e2n t\u00edch theo nh\u00e2n kh\u1ea9u h\u1ecdc:<\/strong> c\u00f3 th\u1ec3 k\u1ec3 \u0111\u1ebfn tu\u1ed5i t\u00e1c, gi\u1edbi t\u00ednh, ngh\u1ec1 nghi\u1ec7p, t\u00ecnh tr\u1ea1ng h\u00f4n nh\u00e2n, ng\u00f4n ng\u1eef giao ti\u1ebfp, s\u1ed1 th\u00e0nh vi\u00ean gia \u0111\u00ecnh,… \u0111\u1ec3 c\u00f3 th\u1ec3 t\u00ecm \u0111\u01b0\u1ee3c con s\u1ed1 th\u1ed1ng k\u00ea d\u1eef li\u1ec7u \u0111\u1ea7y \u0111\u1ee7 nh\u1ea5t v\u1ec1 t\u1ec7p kh\u00e1ch h\u00e0ng \u0111\u00f3.<\/li>
      • X\u00e1c \u0111\u1ecbnh ph\u00e2n kh\u00fac theo t\u00e2m l\u00fd h\u1ecdc: <\/strong>T\u1ed5ng h\u1ee3p v\u1ec1 s\u1edf th\u00edch, quan \u0111i\u1ec3m ch\u00ednh tr\u1ecb, th\u00e1i \u0111\u1ed9 s\u1ed1ng, \u0111\u1eddi s\u1ed1ng x\u00e3 h\u1ed9i c\u1ee7a kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau.<\/li>
      • V\u00e0 m\u1ed9t s\u1ed1 ph\u00e2n kh\u00fac kh\u00e1c nh\u01b0:<\/strong> m\u1ed1i quan h\u1ec7 x\u00e3 h\u1ed9i, l\u1ee3i \u00edch kh\u00e1ch h\u00e0ng t\u00ecm ki\u1ebfm,…<\/li><\/ul>\n\n\n\n

        4.3. M\u00f4 t\u1ea3 \u0111\u1eb7c \u0111i\u1ec3m t\u1eebng ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng<\/strong><\/h3>\n\n\n\n

        Khi b\u1ea1n x\u00e1c \u0111\u1ecbnh \u0111\u01b0\u1ee3c c\u00e1c ph\u00e2n \u0111o\u1ea1n th\u1ecb tr\u01b0\u1eddng ti\u1ec1m n\u0103ng, b\u01b0\u1edbc ti\u1ebfp theo b\u1ea1n s\u1ebd c\u1ea7n m\u00f4 t\u1ea3 th\u1eadt chi ti\u1ebft t\u1eebng ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng xem ph\u00e2n kh\u00fac \u0111\u00f3 th\u1eadt s\u1ef1 chu\u1ea9n kh\u00f4ng, n\u1ebfu \u0111\u00e3 l\u00e0 m\u1ed9t \u0111o\u1ea1n th\u1ecb tr\u01b0\u1eddng chu\u1ea9n th\u00ec c\u00f3 nh\u1eefng \u0111\u1eb7c \u0111i\u1ec3m g\u00ec \u0111\u1ec3 t\u1eeb \u0111\u00f3 c\u00f3 c\u00e1i nh\u00ecn r\u00f5 n\u00e9t nh\u1ea5t, gi\u00fap d\u1ec5 d\u00e0ng h\u01a1n trong vi\u1ec7c x\u00e1c \u0111\u1ecbnh th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau sau n\u00e0y.<\/p>\n\n\n\n

        M\u1ed9t s\u1ed1 ti\u00eau chu\u1ea9n b\u1ea1n c\u00f3 th\u1ec3 tham kh\u1ea3o khi ti\u1ebfn h\u00e0nh m\u00f4 t\u1ea3 \u0111\u1eb7c \u0111i\u1ec3m c\u1ee7a t\u1eebng ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng:<\/p>\n\n\n\n

        • T\u00ednh \u0111\u1ed3ng nh\u1ea5t: <\/strong>Nh\u1eefng ng\u01b0\u1eddi ti\u00eau d\u00f9ng trong c\u00f9ng m\u1ed9t ph\u00e2n kh\u00fac ph\u1ea3i c\u00f3 \u00edt nh\u1ea5t m\u1ed9t \u0111i\u1ec3m chung<\/li>
        • T\u00ednh d\u1ecb th\u1ec3: <\/strong>M\u1ed7i ph\u00e2n kh\u00fac n\u00ean kh\u00e1c bi\u1ec7t v\u1edbi nh\u1eefng ph\u00e2n kh\u00fac c\u00f2n l\u1ea1i<\/li>
        • T\u00ednh \u0111o l\u01b0\u1eddng: <\/strong>C\u1ea7n ph\u1ea3i c\u00f3 m\u1ed9t ngu\u1ed3n d\u1eef li\u1ec7u \u0111\u1ec3 \u0111o l\u01b0\u1eddng ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng<\/li>
        • T\u00ednh \u1ea5n t\u01b0\u1ee3ng: <\/strong>Th\u1ecb tr\u01b0\u1eddng c\u1ea7n ph\u1ea3i c\u00f3 \u0111\u1ee7 l\u1ee3i nhu\u1eadn \u0111\u1ec3 \u0111\u1ea3m b\u1ea3o s\u1ef1 ch\u00fa \u00fd<\/li>
        • T\u00ednh h\u1eefu \u00edch: <\/strong>Doanh nghi\u1ec7p c\u00f3 th\u1ec3 giao ti\u1ebfp v\u00e0 ph\u00e2n ph\u1ed1i s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5 \u0111\u1ebfn ph\u00e2n kh\u00fac \u0111\u00f3<\/li>
        • T\u00ednh \u0111a d\u1ea1ng: <\/strong>C\u00f3 th\u1ec3 ph\u00e1t tri\u1ec3n m\u1ed9t chi\u1ebfn d\u1ecbch ti\u1ebfp th\u1ecb t\u1ed5ng h\u1ee3p \u0111\u1eb7c bi\u1ec7t cho ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng<\/li>
        • T\u00ednh ph\u1ea3n \u1ee9ng nhanh:<\/strong> C\u00e1c kh\u00e1ch h\u00e0ng thu\u1ed9c ph\u00e2n kh\u00fac s\u1ebd ph\u1ea3n \u1ee9ng t\u1ed1t v\u1edbi chi\u1ebfn d\u1ecbch marketing ri\u00eang bi\u1ec7t thay v\u00ec m\u1ed9t chi\u1ebfn d\u1ecbch qu\u1ea3ng c\u00e1o chung chung.<\/li><\/ul>\n\n\n\n

          N\u1ebfu nh\u01b0 ph\u00e2n \u0111o\u1ea1n th\u1ecb tr\u01b0\u1eddng b\u1ea1n h\u01b0\u1edbng t\u1edbi kh\u00f4ng \u0111\u00e1p \u1ee9ng \u0111\u1ee7 nh\u1eefng ti\u00eau ch\u00ed tr\u00ean th\u00ec b\u1ea1n c\u1ea7n \u0111\u00e1nh gi\u00e1 v\u00e0 x\u00e1c \u0111\u1ecbnh l\u1ea1i c\u00e1c ph\u00e2n \u0111o\u1ea1n th\u1ecb tr\u01b0\u1eddng.<\/p>\n\n\n\n

          4.4. \u0110\u00e1nh gi\u00e1 s\u1ef1 h\u1ea5p d\u1eabn c\u1ee7a c\u00e1c ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng<\/strong><\/h3>\n\n\n\n

          \u0110\u00e1nh gi\u00e1 ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng (market segment evaluation) \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n sau b\u01b0\u1edbc nghi\u00ean c\u1ee9u v\u00e0 ph\u00e2n \u0111o\u1ea1n th\u1ecb tr\u01b0\u1eddng \u0111\u1ec3 xem x\u00e9t ph\u00e2n kh\u00fac n\u00e0o ti\u1ec1m n\u0103ng v\u00e0 ph\u00f9 h\u1ee3p v\u1edbi ngu\u1ed3n l\u1ef1c c\u1ee7a doanh nghi\u1ec7p \u0111\u1ec3 ch\u1ecdn ra th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau. Khi \u0111\u00e1nh gi\u00e1 c\u00e1c ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng, ng\u01b0\u1eddi l\u00e0m marketing ph\u1ea3i xem x\u00e9t c\u00e1c y\u1ebfu t\u1ed1 sau: <\/p>\n\n\n\n

          • \u0110\u1ed1i th\u1ee7 c\u1ea1nh tranh: <\/strong>Li\u1ec7t k\u00ea c\u00e1c \u0111\u1ed1i th\u1ee7 \u0111\u00e1ng g\u1eddm c\u00f3 trong ph\u00e2n kh\u00fac tr\u00ean, doanh nghi\u1ec7p c\u1ea7n \u0111\u00e1nh gi\u00e1 \u01b0u – nh\u01b0\u1ee3c \u0111i\u1ec3m c\u1ee7a m\u00ecnh so v\u1edbi t\u1eebng \u0111\u1ed1i th\u1ee7 \u0111\u1ec3 xem m\u00ecnh l\u1ee3i th\u1ebf c\u1ea1nh tranh g\u00ec so v\u1edbi \u0111\u1ed1i \u0111\u1ec3 kh\u00e1ch h\u00e0ng l\u1ef1a ch\u1ecdn doanh nghi\u1ec7p b\u1ea1n thay v\u00ec \u0111\u1ed1i th\u1ee7.<\/li>
          • Ngu\u1ed3n l\u1ef1c c\u00f4ng ty:<\/strong> C\u00f4ng ty \u0111\u1ee7 ngu\u1ed3n l\u1ef1c \u0111\u1ec3 \u0111\u00e1p \u1ee9ng ph\u00e2n kh\u00fac kh\u00f4ng. N\u1ebfu c\u00f3 l\u00e0 g\u00ec? Kh\u00f4ng c\u00f3 th\u00ec \u0111\u01b0a ra gi\u1ea3i ph\u00e1p kh\u1eafc ph\u1ee5c. V\u00ec n\u1ebfu ph\u00e2n \u0111o\u1ea1n th\u1ecb tr\u01b0\u1eddng h\u1ea5p d\u1eabn nh\u01b0ng doanh nghi\u1ec7p kh\u00f4ng c\u00f3 \u0111\u1ee7 ngu\u1ed3n l\u1ef1c \u0111\u1ec3 \u0111\u1ea3m b\u1ea3o th\u00e0nh c\u00f4ng th\u00ec th\u1ecb tr\u01b0\u1eddng \u0111\u00f3 c\u0169ng b\u1ecf.<\/li>
          • K\u00edch th\u01b0\u1edbc ph\u00e2n kh\u00fac:<\/strong> Ph\u00e2n kh\u00fac n\u00e0y s\u1ebd cung c\u1ea5p doanh s\u1ed1 th\u1ebf n\u00e0o, c\u00f3 ti\u1ec1m n\u0103ng ph\u00e1t tri\u1ec3n v\u00e0 \u0111\u1ee7 doanh s\u1ed1 c\u1ee7a k\u1ebf ho\u1ea1ch \u0111\u01b0a ra kh\u00f4ng?<\/li>
          • T\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng c\u1ee7a t\u1eebng ph\u00e2n kh\u00fac: <\/strong>\u0110\u00e2y c\u00f3 ph\u1ea3i l\u00e0 ph\u00e2n kh\u00fac ti\u1ec1m n\u0103ng kh\u00f4ng, t\u01b0\u01a1ng lai ph\u00e2n kh\u00fac n\u00e0y t\u0103ng hay gi\u1ea3m, s\u1ebd ph\u00e1t tri\u1ec3n theo h\u01b0\u1edbng \u0111i n\u00e0o, c\u00f3 t\u1ed1t cho doanh nghi\u1ec7p c\u1ee7a b\u1ea1n kh\u00f4ng?<\/li>
          • L\u1ee3i nhu\u1eadn c\u1ee7a t\u1eebng ph\u00e2n kh\u00fac: <\/strong>T\u1ef7 su\u1ea5t l\u1ee3i nhu\u1eadn c\u1ee7a t\u1eebng ph\u00e2n kh\u00fac c\u00f3 l\u1ee3i nhu\u1eadn cao hay th\u1ea5p?<\/li>
          • Kh\u1ea3 n\u0103ng ti\u1ebfp c\u1eadn ph\u00e2n kh\u00fac: <\/strong>D\u1ef1a v\u00e0o c\u00e1c k\u00eanh truy\u1ec1n th\u00f4ng v\u00e0 ph\u00e2n ph\u1ed1i c\u00f3 ti\u1ebfp c\u1eadn \u0111\u00fang \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng kh\u00f4ng?<\/li>
          • Ph\u00e2n bi\u1ec7t c\u00e1c ph\u00e2n kh\u00fac: <\/strong>Ph\u00e2n kh\u00fac c\u00f3 \u0111\u1ee7 kh\u00e1c bi\u1ec7t \u0111\u1ec3 \u0111\u00e1p \u1ee9ng \u0111\u01b0\u1ee3c c\u00e1c ti\u00eau ch\u00ed c\u1ee7a kh\u00e1ch h\u00e0ng v\u1ec1 s\u1ea3n ph\u1ea9m v\u00e0 d\u1ecbch v\u1ee5 kh\u00f4ng? C\u00f3 ti\u1ec1m n\u0103ng h\u01a1n c\u1ee7a \u0111\u1ed1i th\u1ee7 hay kh\u00f4ng?<\/li><\/ul>\n\n\n\n

            4.5. \u0111\u1ecbnh th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau<\/strong><\/h3>\n\n\n\n

            Th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau (target market)<\/strong> l\u00e0 ph\u1ea7n th\u1ecb tr\u01b0\u1eddng h\u1ea5p d\u1eabn, ph\u00f9 h\u1ee3p v\u1edbi kh\u1ea3 n\u0103ng m\u00e0 doanh nghi\u1ec7p nh\u1eafm \u0111\u1ebfn, \u1edf \u0111\u00f3 t\u1eadp h\u1ee3p m\u1ed9t t\u1ec9 l\u1ec7 l\u1edbn kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng. Nhi\u1ec7m v\u1ee5 c\u1ee7a doanh nghi\u1ec7p l\u00e0 ph\u1ea3i l\u00ean chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ec3 thu h\u00fat v\u00e0 th\u1ecfa m\u00e3n t\u1eadp kh\u00e1ch h\u00e0ng \u1edf th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau \u0111\u1ec3 chuy\u1ec3n \u0111\u1ed5i th\u00e0nh kh\u00e1ch h\u00e0ng trung th\u00e0nh mang l\u1ea1i l\u1ee3i nhu\u1eadn cho doanh nghi\u1ec7p.<\/p>\n\n\n\n

            Sau khi \u0111\u00e3 \u0111\u00e1nh gi\u00e1 c\u00e1c ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng, th\u00ec doanh nghi\u1ec7p h\u00e3y c\u00e2n nh\u1eafc \u0111\u1ec3 ch\u1ecdn ra nh\u1eefng ph\u00e2n kh\u00fac v\u1eeba h\u1ea5p d\u1eabn v\u1eeba ph\u00f9 h\u1ee3p v\u1edbi ngu\u1ed3n l\u1ef1c c\u1ee7a doanh nghi\u1ec7p \u0111\u1ec3 l\u00e0m th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau v\u00e0 lo\u1ea1i nh\u1eefng ph\u00e2n kh\u00fac k\u00e9m h\u1ea5p d\u1eabn h\u01a1n. N\u00ean nh\u1edb l\u00e0 \u0111\u1eebng qu\u00e1 tham lam v\u00ec n\u1ebfu ph\u00e2n \u0111o\u1ea1n th\u1ecb tr\u01b0\u1eddng d\u00f9 c\u00f3 h\u1ea5p d\u1eabn nh\u01b0ng doanh nghi\u1ec7p kh\u00f4ng c\u00f3 \u0111\u1ee7 ngu\u1ed3n l\u1ef1c \u0111\u1ec3 \u0111\u00e1p \u1ee9ng th\u00ec c\u0169ng s\u1ebd th\u1ea5t b\u1ea1i.<\/p>\n\n\n\n

            4.6. \u0110\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u<\/strong><\/h3>\n\n\n\n

            \u0110\u1ecbnh v\u1ecb tr\u00ean th\u1ecb tr\u01b0\u1eddng (Market Positioning) <\/strong>l\u00e0 t\u1ea1o cho s\u1ea3n ph\u1ea9m \/ d\u1ecbch v\u1ee5 c\u1ee7a doanh nghi\u1ec7p m\u1ed9t h\u00ecnh \u1ea3nh ri\u00eang, kh\u00e1c bi\u1ec7t v\u00e0 v\u01b0\u1ee3t tr\u1ed9i h\u01a1n so v\u1edbi c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh trong c\u00f9ng ph\u00e2n kh\u00fac, t\u1eeb \u0111\u00f3 mang \u0111\u1ebfn nh\u1eefng tr\u1ea3i nghi\u1ec7m tuy\u1ec7t v\u1eddi v\u00e0 \u1ea5n t\u01b0\u1ee3ng t\u1ed1t cho kh\u00e1ch h\u00e0ng. <\/p>\n\n\n\n

            \"\u0110\u1ecbnh
            C\u1ea7n \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ec3 t\u1ea1o \u1ea5n t\u01b0\u1ee3ng t\u1ed1t cho kh\u00e1ch h\u00e0ng<\/figcaption><\/figure><\/div>\n\n\n\n

            \u0110\u1ec3 \u0111\u1ecbnh v\u1ecb th\u1ecb tr\u01b0\u1eddng, doanh nghi\u1ec7p c\u1ea7n \u00e1p d\u1ee5ng chi\u1ebfn l\u01b0\u1ee3c marketing mix (4P ho\u1eb7c 7P) m\u1ed9t c\u00e1ch hi\u1ec7u qu\u1ea3. M\u1ee5c \u0111\u00edch cu\u1ed1i c\u00f9ng l\u00e0 \u0111\u01b0a ra nh\u1eefng kh\u00eda c\u1ea1nh \u0111\u1eb7c s\u1eafc h\u01a1n c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh \u0111\u1ec3 ng\u01b0\u1eddi ti\u00eau d\u00f9ng bi\u1ebft \u0111\u1ebfn nh\u01b0 c\u00e1c y\u1ebfu t\u1ed1: V\u1ecb tr\u00ed mua h\u00e0ng thu\u1eadn ti\u1ec7n, Gi\u00e1 c\u1ea3 ph\u00f9 h\u1ee3p, Doanh nghi\u1ec7p uy t\u00edn, C\u00f4ng d\u1ee5ng s\u1ea3n ph\u1ea9m v\u00e0 thu\u1ed9c t\u00ednh s\u1ea3n ph\u1ea9m v\u01b0\u1ee3t tr\u1ed9i h\u01a1n \u0111\u1ed1i th\u1ee7,… T\u1eeb \u0111\u00f3 chi\u1ebfm l\u0129nh c\u00e0ng n<\/p>\n\n\n\n

            Ngo\u00e0i ra, ph\u00eda doanh nghi\u1ec7p c\u0169ng c\u1ea7n x\u00e1c \u0111\u1ecbnh r\u00f5 v\u1ecb tr\u00ed th\u01b0\u01a1ng hi\u1ec7u c\u00f4ng ty tr\u00ean th\u1ecb tr\u01b0\u1eddng th\u00f4ng qua vi\u1ec7c ki\u1ec3m tra \u0111\u1ecbnh k\u1ef3 b\u1eb1ng c\u00e1c ph\u01b0\u01a1ng ph\u00e1p \u0111o l\u01b0\u1eddng, th\u1ed1ng k\u00ea d\u1eef li\u1ec7u, kh\u1ea3o s\u00e1t th\u0103m d\u00f2 ng\u01b0\u1eddi d\u00f9ng \u0111\u1ec3 c\u00f3 nh\u1eefng chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ecbnh v\u1ecb v\u00e0 x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u \u0111\u00fang h\u01b0\u1edbng.<\/p>\n\n\n\n

            5. C\u00e1c ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng c\u1ea7n \u0111\u1ea3m b\u1ea3o nh\u1eefng ti\u00eau ch\u00ed g\u00ec? (DAMAS)<\/strong><\/h2>\n\n\n\n

            C\u00e1c ti\u00eau ch\u00ed c\u1ea7n c\u00f3 \u0111\u1ec3 ph\u00e2n \u0111o\u1ea1n th\u1ecb tr\u01b0\u1eddng trong marketing th\u00e0nh c\u00f4ng ph\u1ea3i \u0111\u00e1p \u1ee9ng \u0111\u01b0\u1ee3c \u0111\u1ea7y \u0111\u1ee7 5 y\u1ebfu t\u1ed1 sau:<\/p>\n\n\n\n

            5.1. T\u00ednh \u0111\u1ed3ng nh\u1ea5t – Differential<\/strong><\/h3>\n\n\n\n

            C\u00e1c \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng trong c\u00f9ng m\u1ed9t ph\u00e2n \u0111o\u1ea1n th\u1ecb tr\u01b0\u1eddng c\u00f3 s\u1ef1 \u0111\u1ed3ng nh\u1ea5t v\u1ec1 nhu c\u1ea7u, s\u1edf th\u00edch,… \u0110i\u1ec1u n\u00e0y s\u1ebd gi\u00fap doanh nghi\u1ec7p c\u00f3 k\u1ebf ho\u1ea1ch marketing ph\u00f9 h\u1ee3p, h\u01b0\u1edbng s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5 c\u1ee7a doanh nghi\u1ec7p \u0111\u1ebfn \u0111\u00fang \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng \u0111ang c\u1ea7n v\u00e0 quan t\u00e2m t\u1edbi.<\/p>\n\n\n\n

            5.2. T\u00ednh ri\u00eang bi\u1ec7t –<\/strong><\/strong> Actionable<\/strong><\/h3>\n\n\n\n

            C\u00e1c ph\u00e2n \u0111o\u1ea1n th\u1ecb tr\u01b0\u1eddng kh\u00e1c nhau c\u00f3 nh\u1eefng \u0111\u1eb7c \u0111i\u1ec3m kh\u00e1c nhau, trong m\u1ed9t ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng l\u1edbn s\u1ebd bao g\u1ed3m r\u1ea5t nhi\u1ec1u c\u00e1c ph\u00e2n \u0111o\u1ea1n th\u1ecb tr\u01b0\u1eddng nh\u1ecf b\u00ean trong. V\u00e0 m\u1ed7i ph\u00e2n \u0111o\u1ea1n th\u1ecb tr\u01b0\u1eddng nh\u1ecf \u0111\u1ea5y s\u1ebd c\u00f3 nh\u1eefng y\u1ebfu t\u1ed1 v\u1ec1 \u0111\u1ecba l\u00fd, nh\u00e2n kh\u1ea9u h\u1ecdc, t\u00e2m l\u00fd, h\u00e0nh vi,\u2026 ho\u00e0n to\u00e0n ri\u00eang bi\u1ec7t v\u00e0 \u0111\u1ed9c l\u1eadp v\u1edbi nhau.<\/p>\n\n\n\n

            5.3. C\u00f3 th\u1ec3 nh\u1eadn bi\u1ebft \u0111\u01b0\u1ee3c –<\/strong><\/strong> Measurable<\/strong><\/h3>\n\n\n\n

            C\u00e1c ph\u00e2n \u0111o\u1ea1n th\u1ecb tr\u01b0\u1eddng marketing ph\u1ea3i \u0111o l\u01b0\u1eddng \u0111\u01b0\u1ee3c v\u00e0 nh\u1eadn bi\u1ebft \u0111\u01b0\u1ee3c. N\u00f3 s\u1ebd \u0111\u01b0\u1ee3c th\u1ec3 hi\u1ec7n trong c\u00e1c \u0111\u1eb7c \u0111i\u1ec3m b\u00e1o c\u00e1o, th\u1ed1ng k\u00ea c\u1ee7a t\u1eebng ph\u00e2n \u0111o\u1ea1n th\u1ecb tr\u01b0\u1eddng.<\/p>\n\n\n\n

            5.4. C\u00f3 th\u1ec3 th\u00e2m nh\u1eadp v\u00e0 ho\u1ea1t \u0111\u1ed9ng hi\u1ec7u qu\u1ea3 –<\/strong><\/strong> Accessible<\/strong><\/h3>\n\n\n\n

            Sau khi ch\u1ecdn \u0111\u01b0\u1ee3c ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau, nh\u00e0 kinh doanh c\u1ea7n nghi\u00ean c\u1ee9u v\u00e0 \u00e1p d\u1ee5ng c\u00e1c bi\u1ec7n ph\u00e1p marketing ph\u00f9 h\u1ee3p \u0111\u1ec3 c\u00f3 th\u1ec3 d\u1ec5 d\u00e0ng th\u00e2m nh\u1eadp v\u00e0 kinh doanh hi\u1ec7u qu\u1ea3 trong ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng \u0111\u00f3. Hi\u1ec7n nay c\u00f3 kh\u00e1 nhi\u1ec1u c\u00e1c ph\u01b0\u01a1ng ph\u00e1p marketing m\u1edbi nh\u01b0 PR tr\u00ean b\u00e1o, \u01b0u \u0111\u00e3i khuy\u1ebfn m\u00e3i h\u1ea5p d\u1eabn, sale off l\u1edbn,.. \u0111\u1ec3 th\u00fac \u0111\u1ea9y ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng \u0111\u00f3 ho\u1ea1t \u0111\u1ed9ng hi\u1ec7u qu\u1ea3 h\u01a1n n\u1eefa.<\/p>\n\n\n\n

            \"ph\u00e2n
            C\u00e1c ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng ph\u1ea3i \u0111\u1ee7 l\u1edbn \u0111\u1ec3 sinh l\u1ee3i nhu\u1eadn<\/figcaption><\/figure><\/div>\n\n\n\n

            5.5. \u0110\u1ee7 l\u1edbn \u0111\u1ec3 sinh l\u1eddi –<\/strong><\/strong> Substantial<\/strong><\/h3>\n\n\n\n

            Ph\u00e2n \u0111o\u1ea1n th\u1ecb tr\u01b0\u1eddng ph\u1ea3i \u0111\u1ee7 l\u1edbn \u0111\u1ec3 sinh l\u1ee3i nhu\u1eadn. M\u1ed7i ph\u00e2n \u0111o\u1ea1n th\u1ecb tr\u01b0\u1eddng ph\u1ea3i c\u00f3 chi\u1ebfn l\u01b0\u1ee3c, ph\u01b0\u01a1ng ph\u00e1p \u0111\u1ec3 thu h\u00fat kh\u00e1ch h\u00e0ng mua v\u00e0 s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5, t\u1eeb \u0111\u00f3 gia t\u0103ng doanh thu cho doanh nghi\u1ec7p. \u0110\u1ed3ng th\u1eddi kh\u1eb3ng \u0111\u1ecbnh gi\u00e1 tr\u1ecb v\u00e0 v\u1ecb th\u1ebf c\u1ee7a doanh nghi\u1ec7p trong l\u00f2ng kh\u00e1ch h\u00e0ng.<\/p>\n\n\n\n

            6. T\u1ed5ng k\u1ebft<\/strong><\/h2>\n\n\n\n

            Ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng ch\u00ednh l\u00e0 c\u00e1ch \u0111\u1ec3 doanh nghi\u1ec7p c\u00f3 th\u1ec3 hi\u1ec3u kh\u00e1ch h\u00e0ng c\u1ee7a m\u00ecnh, t\u1ea1o gi\u00e1 tr\u1ecb chuy\u1ec3n \u0111\u1ed5i cao h\u01a1n, gi\u1eef ch\u00e2n kh\u00e1ch h\u00e0ng v\u00e0 m\u1edf r\u1ed9ng th\u1ecb tr\u01b0\u1eddng. N\u1ebfu kh\u00f4ng c\u00f3 ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng, c\u00e1c c\u00f4ng ty s\u1ebd kh\u00f3 c\u00f3 th\u1ec3 x\u00e1c \u0111\u1ecbnh \u0111\u01b0\u1ee3c \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng, t\u1eeb \u0111\u00f3 cung c\u1ea5p nh\u1eefng s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5 \u0111\u00e1p \u1ee9ng t\u1ed1t nhu c\u1ea7u th\u1ecb tr\u01b0\u1eddng.<\/p>\n\n\n\n

            Ch\u00ednh v\u00ec v\u1eady, v\u1edbi nh\u1eefng th\u00f4ng tin \u0111\u01b0\u1ee3c chia s\u1ebb ph\u00eda tr\u00ean, ngay t\u1eeb khi c\u00f3 \u00fd t\u01b0\u1edfng kinh doanh b\u1ea1n c\u1ea7n ph\u1ea3i nghi\u00ean c\u1ee9u v\u00e0 l\u1eadp cho m\u00ecnh m\u1ed9t k\u1ebf ho\u1ea1ch ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng c\u1ee5 th\u1ec3, r\u00f5 r\u00e0ng v\u00e0 ch\u00ednh x\u00e1c \u0111\u1ec3 doanh nghi\u1ec7p c\u1ee7a b\u1ea1n c\u00f3 \u0111\u01b0\u1ee3c m\u1ed9t chi\u1ebfn d\u1ecbch Marketing th\u00e0nh c\u00f4ng. N\u1ebfu b\u1ea1n chu\u1ea9n b\u1ecb t\u1ed1t, m\u1ecdi vi\u1ec7c s\u1ebd di\u1ec5n ra m\u1ed9t c\u00e1ch thu\u1eadn l\u1ee3i nh\u1ea5t, doanh nghi\u1ec7p c\u1ee7a b\u1ea1n s\u1ebd nhanh ch\u00f3ng \u0111\u1ea1t \u0111\u01b0\u1ee3c nh\u1eefng m\u1ee5c ti\u00eau \u0111\u1ec1 ra.<\/p>\n","protected":false},"excerpt":{"rendered":"

            Ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng l\u00e0 m\u1ed9t trong nh\u1eefng nhi\u1ec7m v\u1ee5 quan tr\u1ecdng \u0111\u1ed1i v\u1edbi m\u1ed7i doanh nghi\u1ec7p \u0111\u1ec3…<\/p>\n","protected":false},"author":7,"featured_media":8524,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[29,1862],"tags":[],"yst_prominent_words":[47,183,97,95],"class_list":["post-8470","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-kien-thuc","category-nghien-cuu-thi-truong","content-wrap"],"_links":{"self":[{"href":"https:\/\/khaosat.me\/blog\/wp-json\/wp\/v2\/posts\/8470","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/khaosat.me\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/khaosat.me\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/khaosat.me\/blog\/wp-json\/wp\/v2\/users\/7"}],"replies":[{"embeddable":true,"href":"https:\/\/khaosat.me\/blog\/wp-json\/wp\/v2\/comments?post=8470"}],"version-history":[{"count":19,"href":"https:\/\/khaosat.me\/blog\/wp-json\/wp\/v2\/posts\/8470\/revisions"}],"predecessor-version":[{"id":10081,"href":"https:\/\/khaosat.me\/blog\/wp-json\/wp\/v2\/posts\/8470\/revisions\/10081"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/khaosat.me\/blog\/wp-json\/wp\/v2\/media\/8524"}],"wp:attachment":[{"href":"https:\/\/khaosat.me\/blog\/wp-json\/wp\/v2\/media?parent=8470"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/khaosat.me\/blog\/wp-json\/wp\/v2\/categories?post=8470"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/khaosat.me\/blog\/wp-json\/wp\/v2\/tags?post=8470"},{"taxonomy":"yst_prominent_words","embeddable":true,"href":"https:\/\/khaosat.me\/blog\/wp-json\/wp\/v2\/yst_prominent_words?post=8470"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}