{"id":4054,"date":"2019-08-07T19:41:18","date_gmt":"2019-08-07T16:41:18","guid":{"rendered":"https:\/\/selectednews.info\/vi\/tai-dinh-vi-mo-ra-ky-nguyen-moi-cho-viec-xay-dung-thuong-hieu\/"},"modified":"2019-08-07T19:41:20","modified_gmt":"2019-08-07T16:41:20","slug":"tai-dinh-vi-mo-ra-ky-nguyen-moi-cho-viec-xay-dung-thuong-hieu","status":"publish","type":"post","link":"https:\/\/selectednews.info\/vi\/tai-dinh-vi-mo-ra-ky-nguyen-moi-cho-viec-xay-dung-thuong-hieu\/","title":{"rendered":"T\u00e1i \u0111\u1ecbnh V\u1ecb- M\u1edf Ra K\u1ef7 Nguy\u00ean M\u1edbi Cho Vi\u1ec7c X\u00e2y D\u1ef1ng Th\u01b0\u01a1ng Hi\u1ec7u"},"content":{"rendered":"<p> [ad_1]<br \/>\n<\/p>\n<div id=\"ftwp-postcontent\">\n<p><strong>\u0110\u1ec3 li\u00ean t\u1ee5c t\u0103ng tr\u01b0\u1edfng trong b\u1ed1i c\u1ea3nh th\u1ecb tr\u01b0\u1eddng lu\u00f4n thay \u0111\u1ed5i, th\u01b0\u01a1ng hi\u1ec7u c\u1ea7n li\u00ean t\u1ee5c \u0111\u1ed5i m\u1edbi, t\u00e1i \u0111\u1ecbnh v\u1ecb c\u1ea3 v\u1ec1 di\u1ec7n m\u1ea1o, ng\u00e0nh h\u00e0ng, gi\u00e1 tr\u1ecb \u0111\u1ec3 l\u00e0m m\u1edbi h\u00ecnh \u1ea3nh trong m\u1eaft kh\u00e1ch h\u00e0ng v\u00e0 k\u00e9o d\u00e0i tu\u1ed5i \u0111\u1eddi c\u1ee7a s\u1ea3n ph\u1ea9m.<\/strong><\/p>\n<p>S\u1ef1 xoay chuy\u1ec3n c\u1ee7a th\u1eddi gian v\u00e0 c\u00f4ng ngh\u1ec7 \u0111\u00e3 t\u1ea1o ra nh\u1eefng thay \u0111\u1ed5i v\u1ec1 v\u0103n ho\u00e1, th\u1ecb tr\u01b0\u1eddng v\u00e0 c\u1ea3 h\u00e0nh vi ti\u00eau d\u00f9ng.<\/p>\n<p>Tuy nhi\u00ean, vi\u1ec7c \u0111\u00f3 ch\u01b0a bao gi\u1edd l\u00e0 d\u1ec5 d\u00e0ng d\u00f9 \u0111\u00f3 l\u00e0 m\u1ed9t marketer nhi\u1ec1u kinh nghi\u1ec7m, hay l\u00e0 m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u l\u00e2u n\u0103m tr\u00ean th\u1ecb tr\u01b0\u1eddng. D\u00f9 v\u1eady, kh\u00f4ng c\u00f3 b\u1ea5t k\u1ef3 chu\u1ea9n m\u1ef1c, quy \u01b0\u1edbc n\u00e0o cho th\u01b0\u01a1ng hi\u1ec7u mu\u1ed1n t\u00e1i \u0111\u1ecbnh v\u1ecb. B\u00e0i vi\u1ebft d\u01b0\u1edbi \u0111\u00e2y t\u1eadp trung v\u00e0o 2 tr\u01b0\u1eddng h\u1ee3p ph\u1ed5 bi\u1ebfn nh\u1ea5t \u0111\u00f2i h\u1ecfi th\u01b0\u01a1ng hi\u1ec7u nh\u1ea5t thi\u1ebft ph\u1ea3i th\u1ef1c hi\u1ec7n t\u00e1i \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n<h2 id=\"ftoc-heading-1\" class=\"ftwp-heading\"><strong>1. Khi (nhu c\u1ea7u) ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111\u00e3 thay \u0111\u1ed5i<\/strong><\/h2>\n<p>Cu\u1ed9c c\u00e1ch m\u1ea1ng c\u00f4ng ngh\u1ec7 mang \u0111\u1ebfn nh\u1eefng thay \u0111\u1ed5i l\u1edbn cho nh\u00e2n lo\u1ea1i, k\u00e9o theo nh\u1eefng thay \u0111\u1ed5i h\u00e0nh vi c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng. H\u1ecd c\u00f3 nh\u1eefng nhu c\u1ea7u m\u1edbi, mong mu\u1ed1n m\u1edbi c\u1ea7n \u0111\u01b0\u1ee3c th\u1ea5u hi\u1ec3u v\u00e0 \u0111\u00e1p \u1ee9ng.<\/p>\n<p>\u0110\u1ec3 tr\u00e1nh vi\u1ec7c \u201cb\u1ecf s\u00f3t\u201d, khi b\u1eaft \u0111\u1ea7u t\u00e1i \u0111\u1ecbnh v\u1ecb, th\u01b0\u01a1ng hi\u1ec7u c\u1ea7n x\u00e1c \u0111\u1ecbnh l\u1ea1i nh\u00f3m kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau c\u00f3 c\u00f2n ph\u00f9 h\u1ee3p hay kh\u00f4ng? N\u1ebfu \u0111\u1ed1i t\u01b0\u1ee3ng m\u1ee5c ti\u00eau qu\u00e1 nh\u1ecf th\u00ec c\u1ea7n \u0111\u01b0\u1ee3c m\u1edf r\u1ed9ng.<\/p>\n<p>C\u1ee5 th\u1ec3, khi n\u1ec1n kinh t\u1ebf ph\u00e1t tri\u1ec3n, thu nh\u1eadp gia t\u0103ng l\u00e0m cho th\u1ecb hi\u1ebfu c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng thay \u0111\u1ed5i. \u201c\u0102n no m\u1eb7c \u1ea5m\u201d kh\u00f4ng c\u00f2n l\u00e0 ti\u00eau ch\u00ed, khi h\u1ecd c\u00f3 kh\u1ea3 n\u0103ng chi tr\u1ea3 cho nh\u1eefng m\u1eb7t h\u00e0ng th\u1eddi trang t\u0103ng s\u1ef1 t\u1ef1 t\u00f4n c\u1ee7a b\u1ea3n th\u00e2n. Kh\u00e1ch h\u00e0ng \u0111\u00e3 th\u1ec3 hi\u1ec7n t\u00ecnh c\u1ea3m khi trao t\u1eb7ng \u201cth\u01b0\u01a1ng hi\u1ec7u qu\u1ed1c d\u00e2n\u201d cho Biti\u2019s, m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u gi\u00e0y l\u00e2u \u0111\u1eddi \u1edf Vi\u1ec7t Nam. H\u01a1n 35 n\u0103m, Biti\u2019s th\u1ef1c hi\u1ec7n s\u1ee9 m\u1ec7nh \u201cn\u00e2ng niu b\u00e0n ch\u00e2n Vi\u1ec7t\u201d v\u1edbi m\u1eabu m\u00e3, thi\u1ebft k\u1ebf nguy\u00ean b\u1ea3n \u0111\u00e1nh v\u00e0o ph\u00e2n kh\u00fac \u201cb\u00ecnh d\u00e2n\u201d. C\u00f9ng v\u1edbi d\u00f2ng ch\u1ea3y k\u00eau g\u1ecdi \u201cng\u01b0\u1eddi Vi\u1ec7t Nam d\u00f9ng h\u00e0ng Vi\u1ec7t Nam\u201d, Biti\u2019s \u0111\u00e3 th\u1ed1ng l\u0129nh th\u1ecb tr\u01b0\u1eddng gi\u00e0y d\u00e9p \u1edf th\u1eddi \u0111i\u1ec3m \u0111\u00f3. \u0110\u1ebfn khi hi\u1ec7p \u01b0\u1edbc WTO \u0111\u01b0\u1ee3c k\u00fd n\u0103m 2006 Vi\u1ec7t Nam \u0111\u01b0\u1ee3c ti\u1ebfp c\u1eadn th\u1ecb tr\u01b0\u1eddng h\u00e0ng ho\u00e1 v\u00e0 d\u1ecbch v\u1ee5 \u1edf t\u1ea5t c\u1ea3 c\u00e1c n\u01b0\u1edbc, c\u00e1c nh\u00e3n hi\u1ec7u \u0111\u00e3 \u1ed3 \u1ea1t tr\u00e0n v\u00e0o th\u1ecb tr\u01b0\u1eddng. \u0110\u1eb7c bi\u1ec7t c\u00f9ng ph\u00e2n kh\u00fac gi\u00e0y d\u00e9p trung cao c\u1ea5p c\u00f3 Adidas, Nike v\u1edbi s\u1ef1 m\u1edbi l\u1ea1, \u0111\u1eb3ng c\u1ea5p v\u00e0 \u0111a d\u1ea1ng, h\u1ecd \u0111\u00e3 t\u1eebng b\u01b0\u1edbc so\u00e1i ng\u00f4i Biti\u2019s.<\/p>\n<p>\u00a0<\/p>\n<p>Cho \u0111\u1ebfn khi Biti\u2019s t\u00e1i \u0111\u1ecbnh v\u1ecb l\u1ea1i h\u00ecnh \u1ea3nh v\u1edbi \u201cc\u00fa hit\u201d Biti\u2019s Hunter \u0111\u00e3 xoay chuy\u1ec3n 180 \u0111\u1ed9, t\u1eeb thi\u1ebft k\u1ebf \u0111\u1ebfn m\u1eabu m\u00e3 c\u00f9ng h\u00ecnh \u1ea3nh t\u01b0\u01a1i m\u1edbi. Kh\u00f4n ngoan h\u01a1n, h\u1ecd s\u1eed d\u1ee5ng nh\u1eefng chi\u1ebfn l\u01b0\u1ee3c marketing \u0111\u1ed9c \u0111\u00e1o khi k\u1ebft h\u1ee3p kh\u00e9o l\u00e9o c\u00f9ng \u201cc\u1ed7 m\u00e1y t\u1ea1o hit\u201d S\u01a1n T\u00f9ng MTP. S\u1ef1 tr\u1edf l\u1ea1i c\u1ee7a Biti\u2019s Hunter kh\u00f4ng ch\u1ec9 \u0111\u00e1nh d\u1ea5u vi\u1ec7c Biti\u2019s m\u1ea1nh d\u1ea1n tham gia ph\u00e2n kh\u00fac gi\u00e0y cao c\u1ea5p, t\u1ea1o \u1ea3nh h\u01b0\u1edfng t\u00edch c\u1ef1c l\u00ean ph\u00e2n kh\u00fac b\u00ecnh d\u00e2n, m\u00e0 c\u00f2n \u0111\u00e1nh d\u1ea5u m\u1ed9t c\u00fa l\u1ed9i ng\u01b0\u1ee3c d\u00f2ng ngo\u1ea1n m\u1ee5c, tr\u1edf th\u00e0nh ngu\u1ed3n c\u1ea3m h\u1ee9ng cho nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u Vi\u1ec7t kh\u00e1c trong c\u00f4ng cu\u1ed9c t\u00e1i \u0111\u1ecbnh v\u1ecb.<\/p>\n<h2 id=\"ftoc-heading-2\" class=\"ftwp-heading\"><strong>2. Khi tham v\u1ecdng m\u1edf r\u1ed9ng s\u1ea3n ph\u1ea9m, ng\u00e0nh h\u00e0ng<\/strong><\/h2>\n<p>Trong h\u00e0nh tr\u00ecnh ph\u00e1t tri\u1ec3n, s\u1ebd c\u00f3 l\u00fac th\u01b0\u01a1ng hi\u1ec7u nh\u1eadn th\u1ea5y \u0111\u1ed9 l\u1edbn th\u1ecb tr\u01b0\u1eddng hi\u1ec7n t\u1ea1i l\u00e0 kh\u00f4ng \u0111\u1ee7. Ho\u1eb7c th\u01b0\u01a1ng hi\u1ec7u nh\u1eadn th\u1ea5y d\u1ec5 t\u0103ng tr\u01b0\u1edfng b\u1eb1ng m\u1edf r\u1ed9ng ng\u00e0nh h\u00e0ng v\u00e0 nhu c\u1ea7u h\u01a1n l\u00e0 c\u1ea1nh tranh gi\u00e0nh gi\u1eadt th\u1ecb ph\u1ea7n. Ho\u1eb7c khi th\u01b0\u01a1ng hi\u1ec7u \u0111ang l\u00e0 ng\u01b0\u1eddi d\u1eabn \u0111\u1ea7u v\u00e0 c\u1ea3m th\u1ea5y \u201can ph\u1eadn\u201d v\u1edbi nh\u1eefng g\u00ec m\u00ecnh \u0111ang c\u00f3, ch\u00ednh l\u00e0 l\u00fac nh\u1eefng nguy c\u01a1 th\u1ea5t b\u1ea1i ti\u1ec1m t\u00e0ng.<\/p>\n<p>L\u00e0 m\u1ed9t t\u00edn \u0111\u1ed3 c\u00e0 ph\u00ea, t\u00f4i \u0111\u00e3 h\u00e0o h\u1ee9ng khi th\u00e1ng 2 n\u0103m 2013, Starbucks ch\u00ednh th\u1ee9c gia nh\u1eadp v\u00e0o th\u1ecb tr\u01b0\u1eddng Vi\u1ec7t Nam. \u0110\u01b0\u1ee3c m\u1ec7nh danh l\u00e0 \u201c\u0111\u1ea1i gia\u201d c\u00e0 ph\u00ea n\u1ed5i ti\u1ebfng c\u1ee7a M\u1ef9, sau g\u1ea7n 20 n\u0103m t\u1eeb khi ra \u0111\u1eddi Starbucks \u0111\u00e3 n\u1eb1m trong top 100 th\u01b0\u01a1ng hi\u1ec7u gi\u00e1 tr\u1ecb nh\u1ea5t th\u1ebf gi\u1edbi, s\u1edf h\u1eefu s\u1ed1 chi nh\u00e1nh kh\u1ed5ng l\u1ed3 h\u01a1n 20.000 qu\u00e1n ph\u00e2n b\u1ed1 tr\u00ean h\u01a1n 65 qu\u1ed1c gia v\u00e0 v\u00f9ng l\u00e3nh th\u1ed5 tr\u00ean th\u1ebf gi\u1edbi.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"lazy-load aligncenter size-full wp-image-3529\" src=\"https:\/\/ezo.vn\/wp-content\/themes\/flatsome\/assets\/img\/lazy.png\" data-src=\"https:\/\/selectednews.info\/vi\/wp-content\/uploads\/sites\/5\/2019\/08\/1565168105_984_Tai-dinh-vi-Mo-ra-ky-nguyen-moi-cho-thuong.jpg\" alt=\"T\u00e1i \u0111\u1ecbnh v\u1ecb- M\u1edf ra k\u1ef7 nguy\u00ean m\u1edbi cho vi\u1ec7c x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u 2\" width=\"500\" height=\"327\" title=\"T\u00e1i \u0111\u1ecbnh v\u1ecb- M\u1edf ra k\u1ef7 nguy\u00ean m\u1edbi cho vi\u1ec7c x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u 2\"\/><\/p>\n<p>\u0110\u1ec3 c\u00f3 \u0111\u01b0\u1ee3c v\u1ecb th\u1ebf nh\u01b0 ng\u00e0y h\u00f4m nay, th\u01b0\u01a1ng hi\u1ec7u n\u00e0y \u0111\u00e3 c\u00f3 kh\u00f4ng \u00edt thay \u0111\u1ed5i. Nh\u1eefng b\u01b0\u1edbc ngo\u1eb7t l\u1edbn c\u1ee7a Starbucks l\u00e0 s\u1ef1 \u0111\u1ed5i m\u1edbi v\u1ec1 h\u00ecnh \u1ea3nh logo v\u00e0 s\u1ea3n ph\u1ea9m. Tr\u01b0\u1edbc \u0111\u00f3, v\u1edbi nh\u1eefng ai y\u00eau th\u00edch th\u01b0\u01a1ng hi\u1ec7u n\u00e0y, \u0111\u1ec1u bi\u1ebft logo khai sinh c\u00f3 \u0111\u1ea7y \u0111\u1ee7 t\u00ean ng\u00e0nh h\u00e0ng l\u00e0 \u201cStarbucks Coffee &amp; Tea\u201d. \u0110\u1ebfn khi \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh l\u00e0 Dunkin\u2019 Donut ra m\u1eaft \u1edf th\u1ecb tr\u01b0\u1eddng B\u1eafc M\u1ef9, v\u1edbi \u0111i\u1ec3m kh\u00e1c bi\u1ec7t l\u00e0: ngo\u00e0i b\u00e1n c\u00e0 ph\u00ea th\u00ec Dunkin\u2019 Donut c\u00f2n kinh doanh th\u00eam c\u00e1c lo\u1ea1i b\u00e1nh, th\u00ec \u0111i\u1ec1u n\u00e0y \u0111\u00e3 l\u00e0m cho doanh thu c\u1ee7a Starbucks b\u1ecb gi\u1ea3m s\u00fat li\u00ean ti\u1ebfp trong n\u0103m 2008 v\u00e0 2009. Khi \u0111\u00f3, Starbucks nh\u1eadn th\u1ea5y \u0111\u01b0\u1ee3c ng\u00e0nh h\u00e0ng c\u00e0 ph\u00ea kh\u00f4ng \u0111\u1ee7 l\u1edbn v\u1edbi tham v\u1ecdng c\u1ee7a h\u1ecd. H\u1ecd nh\u1eadn ra r\u1eb1ng, ngo\u00e0i vi\u1ec7c thu h\u00fat nh\u1eefng kh\u00e1ch h\u00e0ng y\u00eau th\u00edch c\u00e0 ph\u00ea, sao l\u1ea1i kh\u00f4ng m\u1edf r\u1ed9ng b\u00e1n th\u00eam nh\u1eefng s\u1ea3n ph\u1ea9m kh\u00e1c \u0111\u1ec3 l\u00f4i k\u00e9o nhi\u1ec1u \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng tr\u1ebb h\u01a1n.<\/p>\n<p>V\u00e0 c\u00e2u tr\u1ea3 l\u1eddi l\u00e0 sau 6 n\u0103m d\u00f2ng ch\u1eef \u201cCoffee &amp; Tea\u201d trong logo Starbucks \u0111\u00e3 bi\u1ebfn m\u1ea5t, thay v\u00e0o \u0111\u00f3 l\u00e0 m\u1ed9t logo \u0111\u01a1n gi\u1ea3n h\u01a1n, v\u00e0 s\u1ea3n ph\u1ea9m th\u00ec \u0111a d\u1ea1ng h\u01a1n. H\u1ecd m\u1edf r\u1ed9ng th\u1ef1c \u0111\u01a1n v\u1edbi tr\u00e0 v\u00e0 b\u00e1nh \u0111\u1ec3 m\u1edf r\u1ed9ng ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng nh\u1eb1m t\u0103ng v\u1ecb th\u1ebf c\u1ea1nh tranh. \u0110\u1ebfn qu\u00fd 3 n\u0103m 2010 doanh thu \u0111\u00e3 c\u00f3 s\u1ef1 kh\u1edfi s\u1eafc, t\u0103ng g\u1ea5p \u0111\u00f4i so v\u1edbi n\u0103m 2008 v\u00e0 2009. Gi\u1edd \u0111\u00e2y, v\u1edbi nh\u1eefng fan trung th\u00e0nh c\u1ee7a c\u00e0 ph\u00ea hay nh\u1eefng b\u1ea1n tr\u1ebb th\u00edch b\u00e1nh ng\u1ecdt c\u00f9ng m\u1ed9t ly tr\u00e0 c\u00f3 th\u1ec3 ng\u1ed3i chung d\u01b0\u1edbi \u201cm\u00e1i nh\u00e0\u201d Starbucks.<\/p>\n<p>Nh\u00ecn chung, v\u1edbi s\u1ef1 xoay chuy\u1ec3n ch\u00f3ng m\u1eb7t v\u1ec1 c\u1ea1nh tranh th\u1ecb tr\u01b0\u1eddng v\u00e0 nhu c\u1ea7u ng\u01b0\u1eddi ti\u00eau d\u00f9ng, t\u00e1i \u0111\u1ecbnh v\u1ecb l\u00e0 chi\u1ebfn l\u01b0\u1ee3c hi\u1ec7u qu\u1ea3 cho nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u d\u0169ng c\u1ea3m l\u00e0m m\u1edbi h\u00ecnh \u1ea3nh c\u1ee7a m\u00ecnh v\u00e0 \u0111\u00f3n nh\u1eadn thay \u0111\u1ed5i. Hai c\u00e2u chuy\u1ec7n v\u1ec1 t\u00e1i \u0111\u1ecbnh v\u1ecb nh\u01b0 tr\u00ean c\u00f3 th\u1ec3 l\u00e0 \u0111\u1eb7c th\u00f9 theo th\u1ecb tr\u01b0\u1eddng, nh\u01b0ng c\u0169ng kh\u00f4ng th\u1ec3 ph\u1ee7 nh\u1eadn s\u1ef1 th\u00e0nh c\u00f4ng m\u00e0 n\u00f3 mang l\u1ea1i. Th\u1ebf n\u00ean c\u00f4ng cu\u1ed9c \u201ct\u00e1i \u0111\u1ecbnh v\u1ecb\u201d l\u00e0 m\u1ed9t c\u00f4ng cu\u1ed9c \u0111\u00f2i h\u1ecfi s\u1ef1 suy x\u00e9t th\u1ea5u \u0111\u00e1o v\u00e0 tinh th\u1ea7n d\u0169ng c\u1ea3m: kh\u00f4ng b\u00e2y gi\u1edd th\u00ec s\u1ebd khi n\u00e0o? 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