{"id":662,"date":"2019-05-16T12:50:27","date_gmt":"2019-05-16T09:50:27","guid":{"rendered":"https:\/\/selectednews.info\/vi\/5-bi-quyet-xay-dung-thuong-hieu-ca-nhan-cho-ceo-hieu-qua\/"},"modified":"2019-05-16T12:50:29","modified_gmt":"2019-05-16T09:50:29","slug":"5-bi-quyet-xay-dung-thuong-hieu-ca-nhan-cho-ceo-hieu-qua","status":"publish","type":"post","link":"https:\/\/selectednews.info\/vi\/5-bi-quyet-xay-dung-thuong-hieu-ca-nhan-cho-ceo-hieu-qua\/","title":{"rendered":"5 b\u00ed quy\u1ebft x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u c\u00e1 nh\u00e2n cho CEO hi\u1ec7u qu\u1ea3"},"content":{"rendered":"

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Th\u01b0\u01a1ng hi\u1ec7u c\u00e1 nh\u00e2n c\u1ee7a CEO c\u00f3 \u1ea3nh h\u01b0\u1edfng l\u1edbn \u0111\u1ed1i v\u1edbi danh ti\u1ebfng c\u1ee7a m\u1ed9t c\u00f4ng ty v\u00e0 sau c\u00f9ng l\u00e0 k\u1ebft qu\u1ea3 t\u00e0i ch\u00ednh c\u1ee7a c\u00f4ng ty \u0111\u00f3. Theo m\u1ed9t nghi\u00ean c\u1ee9u do c\u00f4ng ty quan h\u1ec7 c\u00f4ng ch\u00fang Weber Shandwick v\u00e0 KRC Research ph\u1ed1i h\u1ee3p th\u1ef1c hi\u1ec7n, c\u00e1c qu\u1ea3n tr\u1ecb vi\u00ean to\u00e0n c\u1ea7u \u01b0\u1edbc t\u00ednh r\u1eb1ng 44% danh ti\u1ebfng c\u1ee7a m\u1ed9t c\u00f4ng ty l\u00e0 nh\u1edd v\u00e0o danh ti\u1ebfng c\u1ee7a CEO. Ng\u00e0y nay, c\u00e1c qu\u1ea3n tr\u1ecb vi\u00ean cao c\u1ea5p c\u0169ng \u0111\u1ed3ng th\u1eddi n\u1eafm gi\u1eef vai tr\u00f2 \u201ctr\u01b0\u1edfng \u0111\u1ea1i s\u1ee9 th\u01b0\u01a1ng hi\u1ec7u\u201d.<\/strong><\/p>\n<\/p>\n

Jeff Bezos \u0111\u00e3 tr\u1edf th\u00e0nh c\u00e1i t\u00ean quen thu\u1ed9c, mang \u0111\u1ebfn cho Amazon nhi\u1ec1u s\u1ef1 ch\u00fa \u00fd mi\u1ec5n ph\u00ed v\u00e0 gi\u00fap c\u00f4ng ty n\u00e0y tr\u1edf th\u00e0nh ng\u01b0\u1eddi kh\u1ed5ng l\u1ed3 trong l\u0129nh v\u1ef1c th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed, nh\u1eadn \u0111\u01b0\u1ee3c s\u1ef1 quan t\u00e2m l\u1edbn \u1edf t\u1ea7m qu\u1ed1c t\u1ebf. Trong khi \u0111\u00f3, UPS c\u00f3 l\u1ebd ph\u1ea3i chi r\u1ea5t nhi\u1ec1u \u0111\u1ec3 chuy\u1ec3n t\u1ea3i nh\u1eefng th\u00f4ng \u0111i\u1ec7p c\u1ee7a h\u1ecd n\u1ebfu mu\u1ed1n c\u00f3 \u0111\u01b0\u1ee3c s\u1ef1 lan t\u1ecfa v\u00e0 k\u1ebft n\u1ed1i c\u1ea3m x\u00fac nh\u01b0 Amazon.<\/p>\n

C\u00e1c CEO c\u0169ng \u0111\u1ea1i di\u1ec7n cho t\u1ea7m nh\u00ecn c\u1ee7a c\u00f4ng ty. C\u00f4ng ch\u00fang c\u00f3 th\u1ec3 b\u1ecb m\u00ea ho\u1eb7c b\u1edfi nh\u1eefng c\u00e2u chuy\u1ec7n th\u00e0nh c\u00f4ng c\u1ee7a doanh nghi\u1ec7p nh\u01b0ng ch\u1ec9 c\u00f3 con ng\u01b0\u1eddi m\u1edbi t\u1ea1o \u0111\u01b0\u1ee3c c\u1ea3m gi\u00e1c k\u1ebft n\u1ed1i ch\u1ee9 kh\u00f4ng ph\u1ea3i s\u1ef1 v\u1eadt. C\u00e1c bu\u1ed5i n\u00f3i chuy\u1ec7n, b\u00e0i vi\u1ebft th\u1ec3 hi\u1ec7n t\u01b0 t\u01b0\u1edfng l\u00e3nh \u0111\u1ea1o, s\u1ef1 xu\u1ea5t hi\u1ec7n t\u00edch c\u1ef1c tr\u00ean truy\u1ec1n th\u00f4ng l\u00e0 c\u00e1ch hi\u1ec7u qu\u1ea3, gi\u00fap t\u1ea1o d\u1ef1ng h\u00ecnh \u1ea3nh t\u00edch c\u1ef1c cho nh\u00e0 \u0111i\u1ec1u h\u00e0nh ch\u1ee7 ch\u1ed1t trong t\u00e2m tr\u00ed c\u1ee7a nh\u1eefng c\u00e1 nh\u00e2n, t\u1ed5 ch\u1ee9c c\u00f3 quan h\u1ec7 v\u1edbi doanh nghi\u1ec7p.<\/p>\n

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\u201cN\u1ebfu c\u00e1c ng\u00f4i sao \u0111i\u1ec7n \u1ea3nh l\u00e0 d\u1ea5u hi\u1ec7u b\u1ea3o ch\u1ee9ng cho ch\u1ea5t l\u01b0\u1ee3ng c\u1ee7a m\u1ed9t b\u1ed9 phim s\u1eafp ra m\u1eaft th\u00ec c\u00e1c CEO l\u00e0 c\u0169ng l\u00e0 d\u1ea5u hi\u1ec7u b\u1ea3o ch\u1ee9ng cho th\u00e0nh t\u00edch c\u1ee7a m\u1ed9t c\u00f4ng ty\u201d \u2013 t\u00e1c gi\u1ea3 Marc Fetscherin vi\u1ebft trong cu\u1ed1n s\u00e1ch CEO Branding.<\/p>\n<\/blockquote>\n

Cho \u0111\u1ebfn t\u1eadn b\u00e2y gi\u1edd, s\u1ef1 li\u00ean t\u01b0\u1edfng t\u00edch c\u1ef1c c\u1ee7a nhi\u1ec1u ng\u01b0\u1eddi \u0111\u1ed1i v\u1edbi Apple v\u1eabn g\u1eafn k\u1ebft r\u1ea5t ch\u1eb7t v\u1edbi t\u1ea7m nh\u00ecn s\u00e1ng t\u1ea1o do Steve Jobs \u0111\u1ec3 l\u1ea1i. Ng\u00e0y Jobs r\u1eddi v\u1ecb tr\u00ed CEO, c\u1ed5 phi\u1ebfu c\u1ee7a Apple gi\u1ea3m 3% – t\u01b0\u01a1ng \u0111\u01b0\u01a1ng kho\u1ea3ng 10 t\u1ef7 USD. \u0110\u01a1n gi\u1ea3n l\u00e0 c\u00e1c c\u1ed5 \u0111\u00f4ng kh\u00f4ng c\u00f2n ch\u1eafc ch\u1eafn v\u1ec1 t\u01b0\u01a1ng lai c\u1ee7a Apple khi kh\u00f4ng c\u00f2n nh\u00e0 l\u00e3nh \u0111\u1ea1o n\u00e0y.<\/p>\n

Danh ti\u1ebfng c\u1ee7a m\u1ed9t CEO c\u0169ng \u0111\u00f3ng vai tr\u00f2 quan tr\u1ecdng gi\u00fap thu h\u00fat nh\u00e2n s\u1ef1 t\u00e0i n\u0103ng v\u00e0 \u0111\u1ed9ng vi\u00ean h\u1ecd g\u1eafn b\u00f3 l\u00e2u d\u00e0i v\u1edbi c\u00f4ng ty. Ng\u01b0\u1ee3c l\u1ea1i, ti\u1ebfng x\u1ea5u c\u1ee7a CEO s\u1ebd l\u00e0m cho vi\u1ec7c tuy\u1ec3n d\u1ee5ng tr\u1edf n\u00ean kh\u00f3 kh\u0103n h\u01a1n. Nh\u01b0ng tr\u00ean th\u1ef1c t\u1ebf, nhi\u1ec1u CEO kh\u00e1 l\u00fang t\u00fang khi ngh\u0129 \u0111\u1ebfn vi\u1ec7c x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u c\u00e1 nh\u00e2n. S\u1ef1 khi\u00eam t\u1ed1n l\u00e0m cho m\u1ed9t s\u1ed1 ng\u01b0\u1eddi c\u1ea3m th\u1ea5y kh\u00f3 kh\u0103n khi ph\u1ea3i \u201cth\u1ec3 hi\u1ec7n\u201d. \u0110a s\u1ed1 l\u1ea1i kh\u00f4ng bi\u1ebft b\u1eaft \u0111\u1ea7u t\u1eeb \u0111\u00e2u d\u00f9 cho h\u1ecd c\u00f3 mong mu\u1ed1n x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u c\u00e1 nh\u00e2n.<\/p>\n

Tuy nhi\u00ean, c\u0169ng gi\u1ed1ng nh\u01b0 vi\u1ec7c k\u1ebft giao v\u1edbi \u0111\u1ed3ng nghi\u1ec7p ho\u1eb7c t\u1ed5 ch\u1ee9c c\u00e1c cu\u1ed9c h\u1ecdp v\u1edbi \u0111\u1ed1i t\u00e1c quan tr\u1ecdng, ng\u01b0\u1eddi \u0111i\u1ec1u h\u00e0nh c\u1ea5p cao ph\u1ea3i th\u1ef1c hi\u1ec7n nh\u1eefng \u0111i\u1ec1u c\u1ea7n thi\u1ebft, c\u00f3 th\u1ec3 mang l\u1ea1i k\u1ebft qu\u1ea3 kinh doanh t\u1ed1t nh\u1ea5t c\u00f4ng ty, d\u00f9 \u0111i\u1ec1u \u0111\u00f3 khi\u1ebfn h\u1ecd kh\u00f4ng tho\u1ea3i m\u00e1i l\u1eafm.<\/p>\n

\"5<\/p>\n

\u0110i\u1ec1u n\u00e0y kh\u00f4ng c\u00f3 ngh\u0129a l\u00e0 b\u1ea1n s\u1ebd ph\u1ea3i tr\u1edf th\u00e0nh m\u1ed9t Richard Branson k\u1ebf ti\u1ebfp. Song, b\u1ea1n c\u1ea7n th\u1ef1c s\u1ef1 quy\u1ebft t\u00e2m v\u00e0 v\u1eadn d\u1ee5ng t\u1ed1t c\u00e1c chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ec3 bi\u1ebfn m\u1ed9t ng\u01b0\u1eddi chuy\u00ean \u0111\u1ee9ng sau ch\u1ec9 \u0111\u1ea1o th\u00e0nh m\u1ed9t bi\u1ec3u t\u01b0\u1ee3ng tr\u01b0\u1edbc c\u00f4ng ch\u00fang. D\u01b0\u1edbi \u0111\u00e2y l\u00e0 5 c\u00e1ch \u0111\u01a1n gi\u1ea3n, hi\u1ec7u qu\u1ea3 trong s\u1ed1 ch\u00fang.<\/p>\n

1. C\u1ea3i thi\u1ec7n k\u1ebft qu\u1ea3 t\u00ecm ki\u1ebfm<\/strong><\/h3>\n

S\u1ef1 th\u1eadt l\u00e0, ch\u00fang ta \u0111ang s\u1ed1ng trong m\u1ed9t th\u1ebf gi\u1edbi th\u00edch t\u00ecm ki\u1ebfm. N\u1ebfu b\u1ea1n v\u1eeba n\u00f3i chuy\u1ec7n v\u1edbi m\u1ed9t kh\u00e1ch h\u00e0ng, v\u1eeba m\u1edbi k\u1ebft giao ho\u1eb7c trao danh thi\u1ebfp cho ai \u0111\u00f3, nhi\u1ec1u kh\u1ea3 n\u0103ng b\u1ea1n s\u1ebd \u0111\u01b0\u1ee3c h\u1ecd t\u00ecm ki\u1ebfm tr\u00ean Google. V\u1eady, h\u1ecd s\u1ebd t\u00ecm th\u1ea5y g\u00ec khi t\u00ecm ki\u1ebfm v\u1ec1 b\u1ea1n tr\u00ean m\u1ea1ng?<\/p>\n

K\u1ebft qu\u1ea3 t\u00ecm ki\u1ebfm cho th\u1ea5y b\u1ea1n \u0111ang \u0111\u1ea1i di\u1ec7n cho m\u1ed9t c\u00f4ng ty h\u00e0ng \u0111\u1ea7u hay \u0111\u00f3 ch\u1ec9 l\u00e0 t\u1eadp h\u1ee3p ng\u1eabu nhi\u00ean nh\u1eefng th\u00f4ng tin kh\u00f4ng ph\u00f9 h\u1ee3p ho\u1eb7c nh\u1eefng h\u00ecnh \u1ea3nh \u201cqu\u00e1 th\u1eadt \u0111\u1ebfn m\u1ee9c g\u00e2y b\u1ea5t l\u1ee3i\u201d t\u1eebng xu\u1ea5t hi\u1ec7n t\u1eeb nhi\u1ec1u n\u0103m v\u1ec1 tr\u01b0\u1edbc. D\u00f9 cho b\u1ea1n c\u00f3 \u0111\u01b0a ra bao nhi\u00eau danh thi\u1ebfp \u0111i n\u1eefa, ph\u1ea7n \u0111\u00f4ng m\u1ecdi ng\u01b0\u1eddi v\u1eabn b\u1ecb \u1ea3nh h\u01b0\u1edfng b\u1edfi nh\u1eefng th\u00f4ng tin m\u00e0 h\u1ecd t\u00ecm th\u1ea5y. Tr\u00e1i l\u1ea1i, m\u1ed9t s\u1ef1 hi\u1ec7n di\u1ec7n \u1ea5n t\u01b0\u1ee3ng tr\u00ean k\u00eanh tr\u1ef1c tuy\u1ebfn s\u1ebd gi\u00fap c\u1ee7ng c\u1ed1 v\u00e0 lan r\u1ed9ng nh\u1eefng tr\u1ea3i nghi\u1ec7m t\u00edch c\u1ef1c m\u00e0 b\u1ea1n \u0111\u00e3 t\u1ea1o \u0111\u01b0\u1ee3c v\u1edbi c\u00e1c \u0111\u1ed1i t\u00e1c trong m\u00f4i tr\u01b0\u1eddng ngo\u1ea1i tuy\u1ebfn.<\/p>\n

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\u201cN\u1ebfu c\u00e1c ng\u00f4i sao \u0111i\u1ec7n \u1ea3nh l\u00e0 d\u1ea5u hi\u1ec7u b\u1ea3o ch\u1ee9ng cho ch\u1ea5t l\u01b0\u1ee3ng c\u1ee7a m\u1ed9t b\u1ed9 phim s\u1eafp ra m\u1eaft th\u00ec c\u00e1c CEO l\u00e0 c\u0169ng l\u00e0 d\u1ea5u hi\u1ec7u b\u1ea3o ch\u1ee9ng cho th\u00e0nh t\u00edch c\u1ee7a m\u1ed9t c\u00f4ng ty\u201d. – Marc Fetscherin<\/p>\n<\/blockquote>\n<\/section>\n

2. Nh\u1eefng b\u00e0i vi\u1ebft chuy\u00ean s\u00e2u<\/strong><\/h3>\n

C\u00e1c b\u00e0i vi\u1ebft d\u1ef1a tr\u00ean ki\u1ebfn th\u1ee9c ng\u00e0nh, n\u1eafm b\u1eaft t\u1ed1t xu h\u01b0\u1edbng hi\u1ec7n t\u1ea1i v\u00e0 c\u00f3 t\u1ea7m nh\u00ecn s\u00e2u, bao qu\u00e1t v\u1ec1 nh\u1eefng v\u1ea5n \u0111\u1ec1 hay th\u00e1ch th\u1ee9c ti\u1ec1m n\u0103ng l\u00e0 m\u1ed9t trong nh\u1eefng c\u00e1ch t\u1ed1t nh\u1ea5t \u0111\u1ec3 t\u0103ng c\u01b0\u1eddng s\u1ef1 t\u00edn nhi\u1ec7m v\u00e0 kh\u1eb3ng \u0111\u1ecbnh kh\u1ea3 n\u0103ng t\u01b0 duy l\u00e3nh \u0111\u1ea1o c\u1ee7a m\u1ed9t nh\u00e0 \u0111i\u1ec1u h\u00e0nh trong l\u0129nh v\u1ef1c \u0111\u00f3.<\/p>\n

D\u00f9 xu\u1ea5t b\u1ea3n n\u1ed9i dung tr\u00ean m\u1ed9t \u1ea5n ph\u1ea9m n\u00e0o \u0111\u00f3, tr\u00ean trang blog c\u1ee7a c\u00f4ng ty hay trang web c\u00e1 nh\u00e2n, m\u1ed9t nh\u00e0 l\u00e3nh \u0111\u1ea1o c\u0169ng c\u1ea7n t\u1ea1o cho m\u00ecnh n\u1ec1n t\u1ea3ng \u0111\u1ec3 th\u01b0\u1eddng xuy\u00ean n\u00f3i v\u1ec1 nh\u1eefng th\u00e0nh t\u1ef1u, th\u00e1ch th\u1ee9c v\u00e0 c\u01a1 h\u1ed9i m\u00e0 c\u00f4ng ty v\u00e0 ng\u00e0nh c\u1ee7a h\u1ecd \u0111ang \u0111\u1ed1i m\u1eb7t. V\u1edbi nhi\u1ec1u nh\u00e0 \u0111i\u1ec1u h\u00e0nh, vi\u1ec7c t\u00ecm \u0111\u1ec1 t\u00e0i ho\u1eb7c t\u00ecm th\u1eddi gian \u0111\u1ec3 vi\u1ebft l\u00e0 chuy\u1ec7n kh\u00f3 kh\u0103n. M\u1ed9t trong nh\u1eefng gi\u1ea3i ph\u00e1p l\u00e0 thu\u00ea \u0111\u1ed1i t\u00e1c b\u00ean ngo\u00e0i \u0111\u1ec3 gi\u00fap h\u1ecd x\u00e2y d\u1ef1ng chi\u1ebfn l\u01b0\u1ee3c n\u1ed9i dung, ph\u00e1t tri\u1ec3n \u00fd t\u01b0\u1edfng v\u00e0 ph\u1ed5 bi\u1ebfn n\u1ed9i dung ho\u00e0n ch\u1ec9nh.<\/p>\n

3. Gi\u1ea3i th\u01b0\u1edfng v\u00e0 s\u1ef1 t\u00f4n vinh<\/strong><\/h3>\n

S\u1ef1 t\u00f4n vinh v\u00e0 nh\u1eefng gi\u1ea3i th\u01b0\u1edfng quan tr\u1ecdng l\u00e0 m\u1ed9t c\u00e1ch t\u1ea1o d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u, \u0111\u1ed9 kh\u1ea3 t\u00edn c\u1ee7a c\u00f4ng ty v\u00e0 \u0111\u1ed9i ng\u0169 l\u00e3nh \u0111\u1ea1o. \u0110\u1eebng qu\u00ean chia s\u1ebb th\u00f4ng tin trong n\u1ed9i b\u1ed9 v\u00e0 khuy\u1ebfn kh\u00edch nh\u00e2n vi\u00ean ti\u1ebfp t\u1ee5c chia s\u1ebb th\u00f4ng tin trong m\u1ea1ng l\u01b0\u1edbi quan h\u1ec7 c\u1ee7a h\u1ecd. H\u00e3y nh\u00e2n c\u01a1 h\u1ed9i n\u00e0y kh\u1eb3ng \u0111\u1ecbnh v\u1edbi nh\u00e2n vi\u00ean v\u1ec1 nh\u1eefng \u0111\u00f3ng g\u00f3p c\u1ee7a h\u1ecd cho th\u00e0nh t\u1ef1u c\u1ee7a c\u00f4ng ty.<\/p>\n

4. Xu\u1ea5t hi\u1ec7n tr\u00ean c\u00e1c ph\u01b0\u01a1ng ti\u1ec7n truy\u1ec1n th\u00f4ng<\/strong><\/h3>\n

S\u1ef1 c\u00f4ng nh\u1eadn c\u1ee7a m\u1ed9t b\u00ean th\u1ee9 ba lu\u00f4n mang t\u00ednh thuy\u1ebft ph\u1ee5c h\u01a1n l\u00e0 \u201ct\u1ef1 n\u00f3i v\u1ec1 m\u00ecnh\u201d. Truy\u1ec1n th\u00f4ng l\u00e0 ph\u01b0\u01a1ng ti\u1ec7n gi\u00fap b\u1ea1n t\u0103ng s\u1ef1 hi\u1ec7n di\u1ec7n v\u00e0 \u0111\u1ed9 kh\u1ea3 t\u00edn. X\u00e2y d\u1ef1ng m\u1ed1i quan h\u1ec7 v\u1edbi c\u00e1c bi\u00ean t\u1eadp v\u00e0 ph\u00f3ng vi\u00ean c\u1ee7a c\u00e1c \u1ea5n ph\u1ea9m quan tr\u1ecdng \u2013 h\u1ecd s\u1ebd th\u01b0\u1eddng xuy\u00ean c\u1ea7n \u0111\u1ebfn t\u1ea7m nh\u00ecn chuy\u00ean m\u00f4n c\u1ee7a b\u1ea1n cho nh\u1eefng n\u1ed9i dung v\u00e0 c\u1ea3 \u00fd ki\u1ebfn tr\u00edch d\u1eabn tr\u00ean truy\u1ec1n th\u00f4ng.<\/p>\n

5. Truy\u1ec1n th\u00f4ng x\u00e3 h\u1ed9i<\/strong><\/h3>\n

\u0110\u00e2y l\u00e0 m\u1ed9t k\u00eanh gi\u00e1 tr\u1ecb \u0111\u1ec3 li\u00ean t\u1ee5c truy\u1ec1n th\u00f4ng th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n v\u00e0 t\u01b0\u01a1ng t\u00e1c v\u1edbi nh\u1eefng \u0111\u1ed1i t\u01b0\u1ee3ng m\u00e0 b\u1ea1n quan t\u00e2m nh\u1ea5t. Khi s\u1eed d\u1ee5ng ph\u1ed1i h\u1ee3p c\u00e1c n\u1ec1n t\u1ea3ng kh\u00e1c nhau nh\u01b0 LinkedIn, Facebook\u2026, b\u1ea1n c\u00f3 th\u1ec3 ti\u1ebfp c\u1eadn \u0111\u01b0\u1ee3c nhi\u1ec1u \u0111\u1ed1i t\u01b0\u1ee3ng, gia t\u0103ng \u0111\u1ed9 nh\u1eadn bi\u1ebft th\u01b0\u01a1ng hi\u1ec7u, thu h\u00fat c\u00e1c \u0111\u1ed1i t\u01b0\u1ee3ng ti\u1ec1m n\u0103ng. Nh\u01b0ng m\u1ea1ng x\u00e3 h\u1ed9i c\u0169ng l\u00e0 \u201ccon dao hai l\u01b0\u1ee1i\u201d n\u1ebfu b\u1ea1n qu\u00e1 v\u1ed9i v\u00e0ng th\u1ec3 hi\u1ec7n c\u1ea3m x\u00fac v\u00e0 nh\u1eefng suy ngh\u0129 ri\u00eang t\u01b0.<\/p>\n

Theo Doanh Nh\u00e2n S\u00e0i G\u00f2n<\/strong><\/p>\n

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