{"id":389,"date":"2020-05-18T11:25:37","date_gmt":"2020-05-18T04:25:37","guid":{"rendered":"https:\/\/igc.vn\/?p=389"},"modified":"2020-05-18T11:25:37","modified_gmt":"2020-05-18T04:25:37","slug":"hoach-dinh-chien-luoc-truyen-thong-chien-luoc-dong-ho-cat","status":"publish","type":"post","link":"https:\/\/igc.vn\/vi\/hoach-dinh-chien-luoc-truyen-thong-chien-luoc-dong-ho-cat\/","title":{"rendered":"Ho\u1ea1ch \u0111\u1ecbnh chi\u1ebfn l\u01b0\u1ee3c truy\u1ec1n th\u00f4ng – Chi\u1ebfn l\u01b0\u1ee3c \u201c\u0110\u1ed3ng h\u1ed3 c\u00e1t\u201d"},"content":{"rendered":"

B\u00e0i vi\u1ebft n\u00e0y \u0111\u01b0\u1ee3c vi\u1ebft \u0111\u1ec3 gi\u1ea3i quy\u1ebft v\u1ea5n \u0111\u1ec1 kinh \u0111i\u1ec3n v\u1ec1 marketing \u2013 ph\u1ee5 thu\u1ed9c v\u00e0o s\u1ef1 s\u00e1ng t\u1ea1o, \u0111\u1ed3ng th\u1eddi l\u00e0 \u0111\u1ec3 h\u1ed7 tr\u1ee3 c\u00e1c nh\u00e0 ti\u1ebfp th\u1ecb tr\u1ebb th\u1ef1c hi\u1ec7n quy tr\u00ecnh l\u1eadp k\u1ebf ho\u1ea1ch nhanh ch\u00f3ng. \u0110\u1ed1i v\u1edbi m\u1ed9t s\u1ed1 ng\u01b0\u1eddi, \u0111\u00e2y c\u00f3 th\u1ec3 l\u00e0 m\u1ed9t t\u00e0i li\u1ec7u tham kh\u1ea3o t\u1ed1t cho h\u1ecd n\u1ebfu mu\u1ed1n bi\u1ebft ph\u1ea3i l\u00e0m marketing th\u1ebf n\u00e0o trong m\u1ed9t agency chuy\u00ean v\u1ec1 t\u01b0 v\u1ea5n.<\/em>
\nB\u00e0i vi\u1ebft n\u00e0y xoay quanh m\u1ed9t c\u00e2u h\u1ecfi \u0111\u01a1n gi\u1ea3n: \u201cC\u00f3 c\u00f4ng th\u1ee9c chung cho t\u1ea5t c\u1ea3 c\u00e1c k\u1ebf ho\u1ea1ch marketing kh\u00f4ng?\u201d. C\u00e2u tr\u1ea3 l\u1eddi c\u1ee7a t\u00f4i kh\u00f4ng ph\u1ea3i m\u1ed9t c\u00e2u tr\u1ea3 l\u1eddi r\u00f5 r\u00e0ng l\u00e0 C\u00f3 hay Kh\u00f4ng, m\u00e0 l\u00e0 m\u1ed9t gi\u1ea3i ph\u00e1p C\u00f3 \u2013 Nh\u01b0ng. D\u00f9 \u0111\u00fang hay sai, n\u00f3 c\u00f3 th\u1ec3 \u0111\u00e1ng \u0111\u1ec3 b\u1ea1n \u0111\u1ecdc, b\u1edfi v\u00ec:
\nC\u00f3: C\u00f3 m\u1ed9t c\u00f4ng th\u1ee9c t\u01b0\u01a1ng t\u1ef1 cho t\u1ea5t c\u1ea3 c\u00e1c ho\u1ea1t \u0111\u1ed9ng marketing l\u00e0 ph\u1ea7n chi\u1ebfn l\u01b0\u1ee3c. T\u00f4i \u0111\u00e3 l\u00e0m marketing \u0111\u01b0\u1ee3c 8 n\u0103m, \u0111\u00e3 th\u1ef1c hi\u1ec7n h\u00e0ng tr\u0103m k\u1ebf ho\u1ea1ch cho c\u00e1c th\u01b0\u01a1ng hi\u1ec7u, \u0111\u00e3 tr\u1ea3i qua m\u1ecdi th\u1ec3 lo\u1ea1i t\u1eeb marketing \u0111\u1ebfn truy\u1ec1n th\u00f4ng v\u00e0 c\u1ea3 n\u1ec1n t\u1ea3ng k\u1ef9 thu\u1eadt s\u1ed1. C\u00f3 c\u00e1c m\u1eabu cho t\u1ea5t c\u1ea3 c\u00e1c c\u00f4ng vi\u1ec7c ho\u1ea1t \u0111\u1ed9ng, n\u00f3 nh\u01b0 x\u01b0\u01a1ng s\u1ed1ng cho t\u1ea5t c\u1ea3 c\u00e1c y\u1ebfu t\u1ed1 kh\u00e1c \u0111\u1ec3 l\u00e0m theo. Ng\u01b0\u1eddi ta th\u01b0\u1eddng cho r\u1eb1ng marketing \u0111\u00f2i h\u1ecfi s\u1ef1 s\u00e1ng t\u1ea1o \u0111\u1ec3 ph\u00e1 v\u1ee1 ranh gi\u1edbi, v\u00e0 b\u1ea5t k\u1ef3 m\u00f4 h\u00ecnh ho\u1eb7c khu\u00f4n kh\u1ed5 n\u00e0o c\u0169ng s\u1ebd h\u1ea1n ch\u1ebf ti\u1ec1m n\u0103ng c\u1ee7a s\u1ef1 s\u00e1ng t\u1ea1o. T\u00f4i ho\u00e0n to\u00e0n \u0111\u1ed3ng \u00fd v\u1edbi \u0111i\u1ec1u n\u00e0y, nh\u01b0ng \u0111\u1ec3 ph\u00e1t huy s\u1ef1 s\u00e1ng t\u1ea1o c\u1ea7n m\u1ed9t n\u1ec1n t\u1ea3ng v\u1eefng ch\u1eafc \u0111\u1ec3 kh\u1edfi \u0111\u1ed9ng. C\u00f4ng vi\u1ec7c c\u1ee7a chi\u1ebfn l\u01b0\u1ee3c t\u1ed1t l\u00e0 \u0111\u1ec3 cung c\u1ea5p n\u1ec1n t\u1ea3ng n\u00e0y.
\nNh\u01b0ng: C\u00f4ng th\u1ee9c r\u1ea5t kh\u00f3 \u0111\u1ec3 hi\u1ec3u \u0111\u1ea7y \u0111\u1ee7, \u0111\u1eb7c bi\u1ec7t l\u00e0 trong m\u1ed9t b\u00e0i vi\u1ebft. \u201cChi\u1ebfn l\u01b0\u1ee3c\u201d cho \u0111\u1ebfn nay l\u00e0 m\u1ed9t thu\u1eadt ng\u1eef \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng ph\u1ed5 bi\u1ebfn, nh\u01b0ng \u0111\u1ec3 \u0111\u00f3ng khung n\u00f3 v\u1edbi m\u1ed9t ch\u1ee7 \u0111\u1ec1 r\u1ed9ng nh\u01b0 marketing \u0111\u00f2i h\u1ecfi m\u1ed9t m\u1ee9c \u0111\u1ed9 th\u00e0nh th\u1ea1o v\u00e0 kinh nghi\u1ec7m ti\u1ebfp th\u1ecb nh\u1ea5t \u0111\u1ecbnh.
\nTuy nhi\u00ean, t\u00f4i tin r\u1eb1ng n\u1ebfu ch\u00fang ta c\u00f3 th\u1ec3 thu nh\u1ecf ch\u1ee7 \u0111\u1ec1, th\u00ec s\u1ebd c\u00f3 th\u1ec3 nh\u00ecn th\u1ea5y m\u00f4 h\u00ecnh t\u1ed1t c\u1ee7a chi\u1ebfn l\u01b0\u1ee3c. Th\u1ef1c t\u1ebf n\u00e0y \u0111\u00e3 khi\u1ebfn t\u00f4i nghi\u00ean c\u1ee9u nhi\u1ec1u h\u01a1n v\u1ec1 ch\u1ee7 \u0111\u1ec1 chi\u1ebfn l\u01b0\u1ee3c t\u1eeb kinh doanh, marketing cho \u0111\u1ebfn c\u1ea3 truy\u1ec1n th\u00f4ng.
\nNghi\u00ean c\u1ee9u c\u1ee7a t\u00f4i bao g\u1ed3m th\u00f4ng tin t\u1eeb c\u00e1c t\u00e1c gi\u1ea3 c\u00f3 uy t\u00edn v\u00e0 t\u00e0i li\u1ec7u c\u00f3 s\u1eb5n cho t\u00f4i v\u1edbi t\u01b0 c\u00e1ch l\u00e0 th\u00e0nh vi\u00ean c\u1ee7a Chartered Institute of Marketing (CIM). Nh\u1eefng ph\u00e1t hi\u1ec7n n\u00e0y l\u00e0 m\u1ed9t s\u1ed1 nguy\u00ean t\u1eafc ch\u00ednh cho c\u00f4ng vi\u1ec7c chi\u1ebfn l\u01b0\u1ee3c v\u00e0 m\u00f4 h\u00ecnh l\u1eadp k\u1ebf ho\u1ea1ch truy\u1ec1n th\u00f4ng m\u00e0 hi\u1ec7n t\u00f4i \u0111ang s\u1eed d\u1ee5ng trong c\u00f4ng ty Wisdom Agency \u2013 Vi\u1ec7t Nam \u0111\u1ec3 \u0111\u00e0o t\u1ea1o nh\u00e2n vi\u00ean m\u1edbi v\u00e0 l\u00ean k\u1ebf ho\u1ea1ch cho kh\u00e1ch h\u00e0ng.
\nNguy\u00ean t\u1eafc s\u1ed1 1: Chi\u1ebfn l\u01b0\u1ee3c bao g\u1ed3m 3 b\u01b0\u1edbc
\nT\u01b0 duy chi\u1ebfn l\u01b0\u1ee3c: \u0110\u01b0\u1ee3c th\u1ef1c hi\u1ec7n qua c\u00e1c cu\u1ed9c h\u1ecdp, bu\u1ed5i tr\u00f2 chuy\u1ec7n, ho\u1eb7c th\u1eadm ch\u00ed l\u00e0 b\u1eefa \u0103n. T\u01b0 duy chi\u1ebfn l\u01b0\u1ee3c l\u00e0 y\u1ebfu t\u1ed1 \u0111\u1ea7u ti\u00ean \u0111\u1ec3 x\u00e2y d\u1ef1ng v\u00e0 ph\u00e1t tri\u1ec3n k\u1ebf ho\u1ea1ch. C\u00e1c t\u1ed5 ch\u1ee9c kh\u00f4ng \u0111\u1ee7 kh\u1ea3 n\u0103ng chuy\u1ec3n \u0111\u1ed5i t\u01b0 duy chi\u1ebfn l\u01b0\u1ee3c v\u00e0 h\u1ec7 th\u1ed1ng s\u1ebd d\u1ec5 d\u00e0ng b\u1ecb m\u1eafc k\u1eb9t v\u00e0o c\u00f9ng m\u1ed9t l\u1ed9 tr\u00ecnh trong nhi\u1ec1u n\u0103m v\u00e0 cu\u1ed1i c\u00f9ng s\u1ebd th\u1ea5t b\u1ea1i.
\nL\u1eadp k\u1ebf ho\u1ea1ch chi\u1ebfn l\u01b0\u1ee3c: \u0110\u00e2y l\u00e0 ph\u1ea7n tr\u1ecdng t\u00e2m c\u1ee7a b\u00e0i vi\u1ebft n\u00e0y v\u00e0 t\u00f4i s\u1ebd gi\u1ea3i th\u00edch d\u01b0\u1edbi \u0111\u00e2y. \u00dd ki\u1ebfn c\u1ee7a t\u00f4i l\u00e0 ho\u1ea1ch \u0111\u1ecbnh chi\u1ebfn l\u01b0\u1ee3c chi\u1ebfm 20% th\u00e0nh c\u00f4ng c\u1ee7a m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c. 80% c\u00f2n l\u1ea1i n\u1eb1m \u1edf qu\u1ea3n l\u00fd chi\u1ebfn l\u01b0\u1ee3c.
\nQu\u1ea3n tr\u1ecb chi\u1ebfn l\u01b0\u1ee3c: ph\u1ea7n cu\u1ed1i c\u00f9ng v\u00e0 quan tr\u1ecdng nh\u1ea5t. Tr\u00ean th\u1ef1c t\u1ebf, c\u00f3 k\u1ebf ho\u1ea1ch k\u00e9m nh\u01b0ng th\u1ef1c hi\u1ec7n qu\u1ea3n tr\u1ecb t\u1ed1t th\u00ec v\u1eabn c\u00f3 k\u1ebft qu\u1ea3 t\u1ed1t h\u01a1n so v\u1edbi ng\u01b0\u1ee3c l\u1ea1i. \u0110\u1ed1i v\u1edbi t\u00f4i, ch\u00eca kho\u00e1 \u0111\u1ec3 qu\u1ea3n l\u00fd chi\u1ebfn l\u01b0\u1ee3c m\u1ed9t c\u00e1ch th\u00e0nh c\u00f4ng l\u00e0 n\u1eb1m \u1edf ngh\u1ec7 thu\u1eadt gi\u00e1m s\u00e1t, ph\u00e2n t\u00edch v\u00e0 d\u1ef1 b\u00e1o li\u00ean t\u1ee5c cho c\u00e1c b\u01b0\u1edbc ti\u1ebfp theo thay v\u00ec b\u00e1m s\u00e1t c\u00f9ng m\u1ed9t l\u1ed9 tr\u00ecnh \u0111\u01b0\u1ee3c ho\u1ea1ch \u0111\u1ecbnh tr\u01b0\u1edbc \u0111\u00f3.
\nNguy\u00ean t\u1eafc s\u1ed1 2: Chi\u1ebfn l\u01b0\u1ee3c t\u1ed1t c\u00f3 3 thu\u1ed9c t\u00ednh (Rumelt, 2011)
\nCh\u1ea9n \u0111o\u00e1n k\u1ef9 l\u01b0\u1ee1ng: Khi c\u00e0ng d\u00e0nh nhi\u1ec1u th\u1eddi gian cho nghi\u00ean c\u1ee9u v\u00e0 ph\u00e2n t\u00edch v\u1ea5n \u0111\u1ec1, chi\u1ebfn d\u1ecbch ho\u1eb7c d\u1ef1 \u00e1n th\u00ec c\u01a1 h\u1ed9i th\u00e0nh c\u00f4ng s\u1ebd c\u00e0ng cao. K\u1ebf ho\u1ea1ch v\u00e0 th\u1ef1c thi c\u00f3 th\u1ec3 kh\u00f4ng gi\u1ed1ng nhau ho\u00e0n to\u00e0n, nh\u01b0ng s\u1ef1 hi\u1ec3u bi\u1ebft c\u00f3 \u0111\u01b0\u1ee3c sau khi ch\u1ea9n \u0111o\u00e1n gi\u00fap ch\u00fang ta t\u01b0\u1eddng t\u1eadn \u0111\u01b0\u1ee3c nhi\u1ec1u kh\u00eda c\u1ea1nh c\u1ee7a v\u1ea5n \u0111\u1ec1.
\nCh\u00ednh s\u00e1ch h\u01b0\u1edbng d\u1eabn: N\u1ebfu ng\u01b0\u1eddi ta c\u00f3 th\u1ec3 chia m\u1ed9t v\u1ea5n \u0111\u1ec1 (chi\u1ebfn tranh, kinh doanh, ti\u1ebfp th\u1ecb, v.v…) th\u00e0nh c\u00e1c kh\u00eda c\u1ea1nh ri\u00eang bi\u1ec7t, m\u1ed7i kh\u00eda c\u1ea1nh ph\u1ea3i c\u00f3 ch\u00ednh s\u00e1ch h\u01b0\u1edbng d\u1eabn ri\u00eang v\u00e0 c\u00e1c ch\u00ednh s\u00e1ch n\u00e0y ph\u1ea3i \u0111\u1ed3ng b\u1ed9.
\nH\u00e0nh \u0111\u1ed9ng m\u1ea1ch l\u1ea1c: H\u00e0nh \u0111\u1ed9ng ph\u1ea3i tu\u00e2n theo v\u00e0 \u0111\u01b0\u1ee3c h\u1ed7 tr\u1ee3 b\u1edfi c\u00e1c ch\u00ednh s\u00e1ch h\u01b0\u1edbng d\u1eabn \u0111\u1ec3 t\u1ea1o ra s\u1ee9c m\u1ea1nh t\u1ed5ng h\u1ee3p nh\u1ea5t t\u1eeb vi\u1ec7c th\u1ef1c thi.
\nNguy\u00ean t\u1eafc s\u1ed1 3: Ho\u1ea1ch \u0111\u1ecbnh chi\u1ebfn l\u01b0\u1ee3c bao g\u1ed3m 2 ph\u1ea7n ch\u00ednh
\nB\u1ea5t ch\u1ea5p b\u1ea3n ch\u1ea5t c\u1ee7a m\u1ecdi v\u1ea5n \u0111\u1ec1, m\u1ed9t quy tr\u00ecnh ho\u1ea1ch \u0111\u1ecbnh chi\u1ebfn l\u01b0\u1ee3c lu\u00f4n b\u1eaft \u0111\u1ea7u t\u1eeb A, th\u1ea5u hi\u1ec3u v\u1ea5n \u0111\u1ec1 t\u1eeb B. v\u00e0 thi\u1ebft k\u1ebf gi\u1ea3i ph\u00e1p ph\u00f9 h\u1ee3p.
\nPh\u00e2n t\u00edch t\u00ecnh hu\u1ed1ng: Hi\u1ec3u v\u1ea5n \u0111\u1ec1 \u0111\u00e3 x\u00e1c \u0111\u1ecbnh. T\u00f4i c\u0169ng \u0111\u1ec1 xu\u1ea5t n\u00ean ti\u1ebfp c\u1eadn m\u1ed9t c\u00e1ch \u201cquy n\u1ea1p\u201d \u0111\u1ec3 \u0111i t\u1eeb ph\u00e2n t\u00edch b\u00ean ngo\u00e0i sang ph\u00e2n t\u00edch n\u1ed9i b\u1ed9, thay v\u00ec l\u00e0 ng\u01b0\u1ee3c l\u1ea1i. Sau \u0111\u00f3, x\u00e1c \u0111\u1ecbnh c\u00e1c kh\u00eda c\u1ea1nh quan tr\u1ecdng nh\u1ea5t v\u00e0 t\u1eadp h\u1ee3p c\u00e1c t\u1eadp con c\u1ee7a v\u1ea5n \u0111\u1ec1 c\u1ea7n x\u1eed l\u00fd thay v\u00ec t\u00ecm ki\u1ebfm t\u1ea5t c\u1ea3. Sau c\u00f9ng, chi\u1ebfn l\u01b0\u1ee3c l\u00e0 t\u1eadp trung v\u00e0o tr\u1ecdng t\u00e2m, kh\u00f4ng ph\u1ea3i th\u1ef1c hi\u1ec7n h\u1ebft t\u1ea5t c\u1ea3.
\nThi\u1ebft k\u1ebf gi\u1ea3i ph\u00e1p: Sau khi ph\u00e2n t\u00edch, h\u00e3y \u0111\u1eb7t ra m\u1ed9t b\u1ed9 ch\u00ednh s\u00e1ch h\u01b0\u1edbng d\u1eabn t\u1ed1t \u0111\u1ec3 th\u00fac \u0111\u1ea9y c\u00e1c c\u00f4ng vi\u1ec7c m\u1ea1ch l\u1ea1c. Ph\u1ea7n quan tr\u1ecdng nh\u1ea5t c\u1ee7a b\u01b0\u1edbc n\u00e0y l\u00e0 thi\u1ebft l\u1eadp m\u1ed9t c\u01a1 ch\u1ebf h\u1ed7 tr\u1ee3 qu\u1ea3n l\u00fd chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ec3 theo d\u00f5i, ph\u00e2n t\u00edch v\u00e0 d\u1ef1 b\u00e1o.
\nT\u00f4i \u0111\u00e3 c\u1ed1 g\u1eafng k\u1ebft h\u1ee3p t\u1ea5t c\u1ea3 c\u00e1c b\u01b0\u1edbc ph\u1ee5 \u0111\u1ec3 ti\u1ebfp th\u1ecb v\u00e0o m\u1ed9t m\u00f4 h\u00ecnh duy nh\u1ea5t nh\u01b0ng kh\u00f4ng th\u00e0nh c\u00f4ng v\u00ec n\u00f3 ch\u01b0a \u0111\u01a1n gi\u1ea3n ho\u00e1 \u0111\u01b0\u1ee3c m\u00e0 c\u00f2n l\u00e0m ph\u1ee9c t\u1ea1p qu\u00e1 tr\u00ecnh l\u1eadp k\u1ebf ho\u1ea1ch. T\u00f4i \u0111\u00e3 thu h\u1eb9p n\u00f3 xu\u1ed1ng \u0111\u1ec3 truy\u1ec1n \u0111\u1ea1t cho m\u1ecdi ng\u01b0\u1eddi v\u00e0 \u0111\u00e3 x\u00e2y d\u1ef1ng \u0111\u01b0\u1ee3c m\u1ed9t m\u00f4 h\u00ecnh c\u00f3 t\u00ean Sand Clock Strategy (Chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ed3ng h\u1ed3 c\u00e1t) \u0111\u01b0\u1ee3c minh ho\u1ea1 trong h\u00ecnh d\u01b0\u1edbi. M\u00f4 h\u00ecnh n\u00e0y l\u00e0 m\u1ed9t h\u01b0\u1edbng d\u1eabn t\u1eebng b\u01b0\u1edbc t\u1eeb Ph\u00e2n t\u00edch t\u00ecnh hu\u1ed1ng \u0111\u1ebfn Thi\u1ebft k\u1ebf gi\u1ea3i ph\u00e1p cho c\u00e1c k\u1ebf ho\u1ea1ch ho\u1eb7c chi\u1ebfn d\u1ecbch truy\u1ec1n th\u00f4ng h\u00e0ng n\u0103m, bao g\u1ed3m 2 ph\u1ea7n ch\u00ednh v\u00e0 6 b\u01b0\u1edbc ph\u1ee5 s\u1ebd \u0111\u01b0\u1ee3c gi\u1ea3i th\u00edch chi ti\u1ebft ngay b\u00ean d\u01b0\u1edbi.
\n\"\"
\nPh\u1ea7n 1: Ph\u00e2n t\u00edch t\u00ecnh hu\u1ed1ng
\n1. To\u00e0n c\u1ea7u (Xu h\u01b0\u1edbng to\u00e0n c\u1ea7u \u2013 Th\u00edch \u1ee9ng \u0111\u1ecba ph\u01b0\u01a1ng)
\nXu h\u01b0\u1edbng to\u00e0n c\u1ea7u: B\u1eaft \u0111\u1ea7u k\u1ebf ho\u1ea1ch v\u1edbi s\u1ef1 hi\u1ec3u bi\u1ebft to\u00e0n c\u1ea7u v\u1ec1 b\u1ed1i c\u1ea3nh v\u00e0 xu h\u01b0\u1edbng, \u0111\u1eb7c bi\u1ec7t l\u00e0 nh\u1eefng m\u00f4 h\u00ecnh kinh doanh t\u01b0\u01a1ng t\u1ef1 tr\u00ean kh\u1eafp th\u1ebf gi\u1edbi.
\nTh\u00edch \u1ee9ng \u0111\u1ecba ph\u01b0\u01a1ng: Tuy nhi\u00ean, hi\u1ec3u gi\u1edbi h\u1ea1n c\u1ee7a qu\u1ed1c gia l\u00e0 g\u00ec v\u00e0 sau \u0111\u00f3 ch\u1ecdn nh\u1eefng \u00fd t\u01b0\u1edfng ph\u00f9 h\u1ee3p \u0111\u1ec3 \u00e1p d\u1ee5ng. S\u1ef1 s\u00e1ng t\u1ea1o c\u00f3 th\u1ec3 \u0111\u1ebfn t\u1eeb m\u1ed9t h\u00ecnh th\u1ee9c th\u00edch \u1ee9ng \u0111\u1ecba ph\u01b0\u01a1ng nh\u01b0ng \u0111\u1eebng l\u1ea1m d\u1ee5ng v\u00ec n\u00f3 c\u00f3 th\u1ec3 bi\u1ebfn c\u00f4ng vi\u1ec7c tr\u1edf th\u00e0nh m\u1ed9t b\u1ea3n sao ch\u00e9p.
\nPh\u1ea7n n\u00e0y th\u01b0\u1eddng \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n b\u1edfi th\u1ef1c t\u1eadp sinh v\u00e0 nh\u00e2n vi\u00ean m\u1edbi c\u1ee7a b\u1ed9 ph\u1eadn chi\u1ebfn l\u01b0\u1ee3c. \u0110\u1ed1i v\u1edbi m\u1ed9t chi\u1ebfn d\u1ecbch c\u1ee7a Vietnam Airlines, t\u00f4i \u0111\u00e3 h\u01b0\u1edbng d\u1eabn nh\u00f3m th\u1ef1c hi\u1ec7n nghi\u00ean c\u1ee9u c\u00e1c chi\u1ebfn d\u1ecbch \u0111\u01b0\u1ee3c trao th\u01b0\u1edfng c\u1ee7a British Airway v\u00e0 c\u00e1c h\u00e3ng h\u00e0ng kh\u00f4ng n\u1ed5i ti\u1ebfng \u0111\u1ec3 t\u1ea1o n\u00ean s\u1ef1 k\u00edch th\u00edch cho qu\u00e1 tr\u00ecnh l\u1eadp k\u1ebf ho\u1ea1ch, nh\u01b0ng c\u0169ng nh\u1eadn th\u1ea5y m\u1ed9t s\u1ed1 h\u1ea1n ch\u1ebf n\u00e0o khi \u00e1p d\u1ee5ng t\u1ea1i Vi\u1ec7t Nam. M\u1ed9t trong s\u1ed1 \u0111\u00f3 t\u00f4i l\u1ea5y \u00fd t\u01b0\u1edfng t\u1eeb WestJet:
\n2. N\u1ed9i b\u1ed9 (B\u1ed1i c\u1ea3nh \u2013 \u0110\u1ed1i th\u1ee7 c\u1ea1nh tranh \u2013 \u0110\u1ed1i t\u00e1c \u2013 N\u1ed9i t\u1ea1i c\u00f4ng ty)
\nB\u1ed1i c\u1ea3nh: B\u1eaft \u0111\u1ea7u v\u1edbi nh\u1eefng c\u00e1i l\u1edbn nh\u01b0ng ph\u1ea3i thu h\u1eb9p l\u1ea1i c\u00e1c y\u1ebfu t\u1ed1 quan tr\u1ecdng \u0111\u1ed1i v\u1edbi kh\u00eda c\u1ea1nh kinh doanh v\u00e0 truy\u1ec1n th\u00f4ng. \u0110\u1ed1i v\u1edbi m\u00f4 h\u00ecnh b\u1ed5 sung, t\u00f4i khuy\u1ebfn ngh\u1ecb s\u1eed d\u1ee5ng m\u00f4 h\u00ecnh PESTEL, nh\u01b0ng h\u00e3y nh\u1edb kh\u00f4ng \u00e1p d\u1ee5ng t\u1ea5t c\u1ea3 6 y\u1ebfu t\u1ed1 c\u1ee7a n\u00f3.
\nV\u00ed d\u1ee5, ng\u01b0\u1eddi ta kh\u00f4ng th\u1ec3 qu\u1ea3ng c\u00e1o r\u01b0\u1ee3u m\u1ea1nh \u1edf Vi\u1ec7t Nam ho\u1eb7c ph\u1ea3i li\u1ec7t k\u00ea t\u1ea5t c\u1ea3 c\u00e1c c\u00f4ng th\u1ee9c thu\u1ed1c khi \u0111\u01b0\u1ee3c qu\u1ea3ng c\u00e1o theo lu\u1eadt. Qu\u1ea3ng c\u00e1o nh\u1eafm \u0111\u1ebfn m\u1ee5c ti\u00eau l\u00e0 tr\u1ebb em b\u1ecb c\u1ea5m \u1edf m\u1ed9t s\u1ed1 qu\u1ed1c gia.
\n\u0110\u1ed1i th\u1ee7 c\u1ea1nh tranh: Hi\u1ec3u nh\u1eefng g\u00ec \u0111\u1ed1i th\u1ee7 \u0111ang l\u00e0m \u0111\u1ec3 t\u00ecm ra nh\u1eefng kho\u1ea3ng tr\u1ed1ng m\u00e0 doanh nghi\u1ec7p c\u1ee7a b\u1ea1n c\u00f3 th\u1ec3 khai th\u00e1c, ho\u1eb7c th\u1eadm ch\u00ed l\u00e0 \u0111i\u1ec3m m\u1ea1nh c\u1ee7a h\u1ecd nh\u01b0ng l\u1ea1i ph\u00f9 h\u1ee3p v\u1edbi doanh nghi\u1ec7p b\u1ea1n. \u0110\u1ec3 hi\u1ec3u r\u00f5 h\u01a1n v\u1ec1 c\u1ea1nh tranh, h\u00e3y xem m\u00f4 h\u00ecnh Five-Forces model of Porter (2008):
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\nT\u00ednh c\u1ea1nh tranh c\u1ee7a nh\u1eefng \u0111\u1ed1i th\u1ee7 gi\u00e1n ti\u1ebfp th\u01b0\u1eddng b\u1ecb b\u1ecf qua b\u1edfi nh\u1eefng \u00f4ng l\u1edbn. Coca-Cola & Pepsi \u0111\u00e3 t\u1eebng kh\u00f4ng ngh\u0129 \u0111\u1ebfn th\u1ecb tr\u01b0\u1eddng \u0111\u1ed3 u\u1ed1ng kh\u00f4ng c\u00f3 ga \u1edf Vi\u1ec7t Nam v\u00ec \u0111\u00e2y kh\u00f4ng ph\u1ea3i l\u00e0 \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh tr\u1ef1c ti\u1ebfp v\u1edbi h\u1ecd, cho \u0111\u1ebfn khi T\u00e2n Hi\u1ec7p Ph\u00e1t ra m\u1eaft Tr\u00e0 xanh O \u0111\u1ed9 v\u00e0 chi\u1ebfm l\u0129nh ph\u1ea7n l\u1edbn th\u1ecb tr\u01b0\u1eddng.
\n\u0110\u1ed1i t\u00e1c: Thay v\u00ec ch\u1ec9 nh\u00ecn v\u00e0o l\u1ef1c l\u01b0\u1ee3ng \u0111\u1ed1i th\u1ee7 c\u1ee7a doanh nghi\u1ec7p, ta c\u0169ng n\u00ean nh\u00ecn v\u00e0o c\u00e1c l\u1ef1c l\u01b0\u1ee3ng kh\u00e1c c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c bi\u1ebfn tr\u1edf th\u00e0nh l\u1ee3i th\u1ebf. H\u1ea7u h\u1ebft c\u00e1c chi\u1ebfn d\u1ecbch h\u1ee3p t\u00e1c th\u01b0\u01a1ng hi\u1ec7u n\u1ed5i ti\u1ebfng \u0111\u1ec1u xu\u1ea5t ph\u00e1t t\u1eeb th\u1ef1c ti\u1ec5n n\u00e0y, h\u1ee3p \u0111\u1ed3ng \bb\u1ea3o ch\u1ee9ng t\u1eeb nh\u1eefng ng\u01b0\u1eddi n\u1ed5i ti\u1ebfng c\u0169ng v\u1eady. M\u1eb9o l\u00e0 h\u00e3y t\u00ecm c\u00e1c th\u1ef1c th\u1ec3 kh\u00e1c c\u00f3 \u0111\u1ed1i t\u01b0\u1ee3ng m\u1ee5c ti\u00eau t\u01b0\u01a1ng t\u1ef1 nh\u01b0ng cung c\u1ea5p c\u00e1c s\u1ea3n ph\u1ea9m kh\u00e1c v\u1edbi doanh nghi\u1ec7p. Sau \u0111\u00f3, hai th\u1ef1c th\u1ec3 c\u00f3 th\u1ec3 l\u00e0m vi\u1ec7c c\u00f9ng nhau \u0111\u1ec3 v\u01b0\u1ee3t qua hai th\u1ef1c th\u1ec3 kh\u00e1c kh\u00f4ng li\u00ean quan. H\u1ee3p t\u00e1c v\u1edbi c\u00e1c nh\u00e0 xu\u1ea5t b\u1ea3n truy\u1ec1n th\u00f4ng nh\u01b0 Facebook, VnExpress c\u0169ng \u0111\u01b0\u1ee3c coi l\u00e0 c\u00f3 l\u1ee3i cho c\u00e1c th\u01b0\u01a1ng hi\u1ec7u.
\nN\u1ed9i t\u1ea1i c\u00f4ng ty: Cu\u1ed1i c\u00f9ng, th\u1ea5u hi\u1ec3u c\u00f4ng ty c\u1ee7a b\u1ea1n c\u0169ng kh\u00f4ng k\u00e9m ph\u1ea7n quan tr\u1ecdng. T\u1ea1i th\u1eddi \u0111i\u1ec3m n\u00e0y, vi\u1ec7c ph\u00e2n t\u00edch SWOT ho\u1eb7c TOWS t\u1ed1t l\u00e0 th\u1ee9 h\u1eefu \u00edch \u0111\u1ec3 li\u00ean k\u1ebft v\u1edbi c\u00e1c ph\u00e2n t\u00edch tr\u01b0\u1edbc \u0111\u00f3 trong ph\u1ea7n n\u1ed9i b\u1ed9 n\u00e0y. N\u1ebfu kh\u00f4ng, m\u1ed9t c\u00e1i nh\u00ecn nhanh v\u1ec1 vi\u1ec7c truy\u1ec1n th\u00f4ng tr\u01b0\u1edbc \u0111\u00e2y c\u0169ng s\u1ebd c\u00f3 l\u1ee3i \u00edch.
\n3. Kh\u00e1ch h\u00e0ng (Ch\u00e2n dung \u2013 Pain point \u2013 Insight \u2013 H\u00e0nh tr\u00ecnh)
\nM\u1ed7i d\u1ef1 \u00e1n truy\u1ec1n th\u00f4ng t\u1ed1t \u0111\u1ec1u ph\u1ea3i gi\u1ea3i quy\u1ebft m\u1ed9t \u201cn\u1ed7i \u0111au\u201d c\u1ee7a kh\u00e1ch h\u00e0ng. N\u1ebfu kh\u00f4ng c\u00f3 b\u1ea5t k\u00ec n\u1ed7i \u0111au n\u00e0o v\u1edbi kh\u00e1ch h\u00e0ng c\u1ee7a h\u1ecd, d\u1ef1 \u00e1n \u0111\u00f3 kh\u00f4ng th\u1ec3 t\u1ea1o ra t\u00e1c \u0111\u1ed9ng l\u1edbn.
\nCh\u00e2n dung: H\u1ed3 s\u01a1 nh\u00e2n kh\u1ea9u h\u1ecdc ho\u1eb7c nh\u00f3m s\u1edf th\u00edch. Khi ch\u00fang ta bi\u1ebft \u0111\u1ed1i t\u01b0\u1ee3ng c\u1ee7a m\u00ecnh th\u00edch v\u00e0 kh\u00f4ng th\u00edch \u0111i\u1ec1u g\u00ec, vi\u1ec7c nh\u1eafm m\u1ee5c ti\u00eau \u0111\u1ebfn h\u1ecd qua ph\u01b0\u01a1ng ti\u1ec7n truy\u1ec1n th\u00f4ng v\u00e0 thu h\u00fat h\u1ecd qua n\u1ed9i dung s\u1ebd d\u1ec5 d\u00e0ng h\u01a1n. Th\u1eddi \u0111i\u1ec3m Pepsi Cola \u0111\u01b0\u1ee3c ra m\u1eaft, h\u1ecd kh\u00f4ng nh\u1eafm m\u1ee5c ti\u00eau v\u00e0o t\u1ea5t c\u1ea3 kh\u00e1ch h\u00e0ng c\u1ee7a Coca-Cola m\u00e0 ch\u1ec9 l\u00e0 m\u1ed9t ph\u00e2n kh\u00fac nh\u1ecf l\u00e0 nh\u1eefng ng\u01b0\u1eddi tr\u1ebb. \u0110i\u1ec1u n\u00e0y \u0111\u00e3 gi\u00fap t\u1eadp trung n\u1ed7 l\u1ef1c c\u1ee7a h\u1ecd v\u00e0o vi\u1ec7c x\u00e2y d\u1ef1ng m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u tr\u00e0n \u0111\u1ea7y n\u0103ng l\u01b0\u1ee3ng thay v\u00ec m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u h\u1ea1nh ph\u00fac to\u00e0n c\u1ea7u nh\u01b0 Coca-Cola. Ta th\u1ea5y \u0111\u01b0\u1ee3c ch\u00e2n dung kh\u00e1ch h\u00e0ng c\u1ee7a Pepsi Cola r\u1ea5t r\u00f5 r\u00e0ng v\u00e0 \u0111\u00f3 l\u00e0 l\u00fd do t\u1ea1i sao h\u1ecd th\u00e0nh c\u00f4ng.
\nPain point \u2013 \u0111i\u1ec3m g\u00e2y \u0111au \u0111\u1edbn: V\u00e0o cu\u1ed1i ng\u00e0y, m\u1ed7i d\u1ef1 \u00e1n truy\u1ec1n th\u00f4ng t\u1ed1t \u0111\u1ec1u ph\u1ea3i gi\u1ea3i quy\u1ebft m\u1ed9t \u201cn\u1ed7i \u0111au\u201d c\u1ee7a kh\u00e1ch h\u00e0ng. N\u1ebfu kh\u00f4ng c\u00f3 b\u1ea5t k\u00ec n\u1ed7i \u0111au n\u00e0o v\u1edbi kh\u00e1ch h\u00e0ng c\u1ee7a h\u1ecd, d\u1ef1 \u00e1n \u0111\u00f3 kh\u00f4ng th\u1ec3 t\u1ea1o ra t\u00e1c \u0111\u1ed9ng l\u1edbn. N\u00f3 c\u00f3 th\u1ec3 l\u00e0 m\u1ed9t m\u1ee9c gi\u00e1 qu\u00e1 cao, m\u1ed9t d\u1ecbch v\u1ee5 r\u01b0\u1eddm r\u00e0 ho\u1eb7c \u0111\u01a1n gi\u1ea3n l\u00e0 m\u1ed9t s\u1ea3n ph\u1ea9m qu\u00e1 t\u1ec7. Truy\u1ec1n th\u00f4ng trong ph\u1ea1m vi c\u1ee7a m\u00ecnh c\u00f3 th\u1ec3 l\u00e0m gi\u1ea3m b\u1edbt nh\u1eefng \u0111i\u1ec3m g\u00e2y \u0111au \u0111\u1edbn c\u1ee7a kh\u00e1ch h\u00e0ng v\u1edbi c\u00e1c th\u01b0\u01a1ng hi\u1ec7u t\u1ef1 cho m\u00ecnh l\u00e0 trung t\u00e2m v\u00e0 do \u0111\u00f3 b\u1ecf b\u00ea kh\u00e1ch h\u00e0ng.
\nInsight \u2013 s\u1ef1 th\u1eadt ng\u1ea7m hi\u1ec3u: \u0110\u00e2y l\u00e0 \u0111i\u1ec3m \u0111\u00f2n b\u1ea9y c\u1ee7a to\u00e0n b\u1ed9 d\u1ef1 \u00e1n ho\u1eb7c chi\u1ebfn d\u1ecbch khi\u1ebfn n\u00f3 h\u1ea5p d\u1eabn kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau. M\u1ed9t s\u1ed1 ng\u01b0\u1eddi c\u00f3 th\u1ec3 nh\u1ea7m l\u1eabn insights v\u1edbi s\u1ef1 th\u1eadt, nh\u01b0ng m\u1ed9t insight t\u1ed1t th\u01b0\u1eddng t\u1ea1o ra m\u1ed9t kho\u1ea3nh kh\u1eafc \u201caha\u201d ch\u1ee9 kh\u00f4ng ph\u1ea3i l\u00e0 \u201cv\u1eady th\u00ec sao?\u201d. Ch\u1eb3ng h\u1ea1n, m\u1ecdi ng\u01b0\u1eddi \u0111\u1ec1u bi\u1ebft r\u1eb1ng \u0111\u00e0n \u00f4ng y\u00eau ph\u1ee5 n\u1eef nh\u01b0ng kh\u00f4ng ph\u1ea3i ai c\u0169ng bi\u1ebft r\u1eb1ng \u0111\u00e0n \u00f4ng c\u1ea3m th\u1ea5y kh\u00f3 ch\u1ecbu khi nh\u00ecn ng\u01b0\u1eddi \u0111\u00e0n \u00f4ng kh\u00e1c kho\u1ea3 th\u00e2n ho\u1eb7c ch\u1ec9 m\u1eb7c \u0111\u1ed3 l\u00f3t. Tr\u01b0\u1edbc \u0111\u00f3, c\u00e1c th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ed3 l\u00f3t nam lu\u00f4n th\u1ec3 hi\u1ec7n nh\u1eefng ng\u01b0\u1eddi \u0111\u00e0n \u00f4ng g\u1ea7n nh\u01b0 kh\u1ecfa th\u00e2n ho\u00e0n to\u00e0n. N\u00f3 kh\u00f4ng ho\u1ea1t \u0111\u1ed9ng t\u1ed1t, v\u00e0 b\u00e2y gi\u1edd h\u1ecd thay \u0111\u1ed5i b\u1eb1ng vi\u1ec7c k\u1ebft h\u1ee3p h\u00ecnh \u1ea3nh ph\u1ee5 n\u1eef v\u00e0o h\u00ecnh \u1ea3nh v\u00e0 m\u1eb7c th\u00eam qu\u1ea7n \u00e1o cho ng\u01b0\u1eddi m\u1eabu nam c\u1ee7a h\u1ecd.
\nH\u00e0nh tr\u00ecnh: T\u1eeb m\u1ed9t kh\u00e1ch h\u00e0ng xa l\u1ea1 \u0111\u1ebfn m\u1ed9t kh\u00e1ch h\u00e0ng trung th\u00e0nh, h\u00e0nh tr\u00ecnh hi\u1ec7u qu\u1ea3 \u0111\u01b0\u1ee3c x\u00e2y d\u1ef1ng ch\u1ec9 bao g\u1ed3m nh\u1eefng \u0111i\u1ec3m ch\u1ea1m quan tr\u1ecdng, kh\u00f4ng ph\u1ea3i t\u1ea5t c\u1ea3. Khi c\u00e1c \u0111i\u1ec3m ti\u1ebfp x\u00fac n\u00e0y \u0111\u01b0\u1ee3c x\u00e1c \u0111\u1ecbnh, ch\u00fang t\u00f4i s\u1ebd bi\u1ebft nh\u1eefng g\u00ec n\u00ean t\u0103ng c\u01b0\u1eddng, nh\u1eefng g\u00ec kh\u00f4ng n\u00ean l\u00e0m trong m\u1ed9t chi\u1ebfn d\u1ecbch\/ d\u1ef1 \u00e1n, sau \u0111\u00f3 m\u1edbi c\u00f3 \u00fd \u0111\u1ecbnh v\u1ec1 c\u00e1c b\u01b0\u1edbc ti\u1ebfp theo \u0111\u1ec3 l\u1eadp k\u1ebf ho\u1ea1ch.
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\nPh\u1ea7n 2: Thi\u1ebft k\u1ebf gi\u1ea3i ph\u00e1p
\n4. Concept (Tagline \u2013 KV & Adaptation \u2013 Content & Message)
\nTagline: Th\u00f4ng \u0111i\u1ec7p quan tr\u1ecdng nh\u1ea5t m\u00e0 th\u01b0\u01a1ng hi\u1ec7u mu\u1ed1n truy\u1ec1n \u0111\u1ea1t. N\u00f3 \u0111\u01b0\u1ee3c \u0111\u1eb7t l\u00e0m ch\u1ee7 \u0111\u1ec1 c\u1ee7a c\u1ea3 chi\u1ebfn d\u1ecbch\/ d\u1ef1 \u00e1n.
\nKV & Adaptation: H\u00ecnh \u1ea3nh ch\u1ee7 \u0111\u1ea1o c\u1ee7a c\u00e1c chi\u1ebfn d\u1ecbch\/ d\u1ef1 \u00e1n \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng nh\u1ea5t qu\u00e1n t\u1eeb \u0111\u1ea7u \u0111\u1ebfn cu\u1ed1i v\u00e0 ph\u00f9 h\u1ee3p tr\u00ean t\u1ea5t c\u1ea3 c\u00e1c k\u00eanh.
\nContent \u2013 N\u1ed9i dung: Th\u01b0\u1eddng \u0111\u01b0\u1ee3c bi\u1ebft \u0111\u1ebfn v\u1edbi k\u1ebf ho\u1ea1ch n\u1ed9i dung. Trong khung th\u1eddi gian d\u1ef1 \u00e1n, c\u00e1c th\u01b0\u01a1ng hi\u1ec7u c\u1ea7n n\u00f3i chuy\u1ec7n v\u1edbi kh\u00e1ch h\u00e0ng th\u01b0\u1eddng xuy\u00ean. M\u1ed9t \bk\u1ebf ho\u1ea1ch n\u1ed9i dung l\u00e0 \u0111\u1ec3 t\u1ea1o \u0111i\u1ec1u ki\u1ec7n cho th\u01b0\u01a1ng hi\u1ec7u giao ti\u1ebfp th\u01b0\u1eddng xuy\u00ean v\u1edbi kh\u00e1ch h\u00e0ng.
\n\u201cDirt is good\u201d, l\u00e0 m\u1ed9t ch\u1ee7 \u0111\u1ec1 ch\u1ee7 \u0111\u1ea1o v\u00e0 tagline to\u00e0n c\u1ea7u c\u1ee7a OMO. H\u00ecnh \u1ea3nh n\u1ed5i b\u1eadt v\u00e0 t\u1ea5t c\u1ea3 c\u00e1c th\u00edch \u1ee9ng h\u00ecnh \u1ea3nh c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c t\u00ecm th\u1ea5y b\u1eb1ng c\u00e1ch g\u00f5 d\u00f2ng ch\u1eef \u201cDirt is good\u201d v\u00e0o khung t\u00ecm ki\u1ebfm c\u1ee7a Google. \u0110\u00e2y l\u00e0 m\u1ed9t v\u00ed d\u1ee5 t\u1ed1t v\u1ec1 vi\u1ec7c h\u00ecnh \u1ea3nh v\u00e0 n\u1ed9i dung nh\u1ea5t qu\u00e1n tr\u00ean n\u1ec1n t\u1ea3ng to\u00e0n c\u1ea7u.
\n5. L\u1eadp k\u1ebf ho\u1ea1ch k\u00eanh truy\u1ec1n th\u00f4ng (Flow & Touch-points \u2013 K\u00eanh \u2013 Ho\u1ea1t \u0111\u1ed9ng ch\u00ednh)
\nFlow & Touch-points: T\u1eeb nh\u1eadn th\u1ee9c v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ebfn l\u00f2ng trung th\u00e0nh, m\u1ed9t lu\u1ed3ng chi\u1ebfn d\u1ecbch t\u1ed1t l\u00e0 x\u00e1c \u0111\u1ecbnh t\u1ea5t c\u1ea3 c\u00e1c \u0111i\u1ec3m ti\u1ebfp x\u00fac m\u00e0 chi\u1ebfn d\u1ecbch c\u00f3 th\u1ec3 x\u1eed l\u00fd ho\u1eb7c c\u00f3 t\u00ednh k\u1ebf th\u1eeba cao, hi\u1ec3u ho\u00e0n to\u00e0n cu\u1ed9c \u0111\u1ed1i tho\u1ea1i v\u1edbi kh\u00e1ch h\u00e0ng.
\nK\u00eanh: D\u1ef1a tr\u00ean c\u00e1c m\u1ee5c ti\u00eau \u0111\u00e3 ch\u1ecdn, ta s\u1ebd ch\u1ecdn ra c\u00e1c k\u00eanh ph\u00f9 h\u1ee3p nh\u1ea5t. C\u00e1c ti\u00eau ch\u00ed \u0111\u1ec3 ch\u1ecdn k\u00eanh c\u00f3 th\u1ec3 thay \u0111\u1ed5i tu\u1ef3 theo ph\u1ea1m vi so v\u1edbi m\u1ee9c \u0111\u1ed9 t\u01b0\u01a1ng t\u00e1c ho\u1eb7c ATL so v\u1edbi BTL. C\u00e1c k\u00eanh k\u1ef9 thu\u1eadt s\u1ed1 l\u00e0 nh\u1eefng k\u00eanh m\u1edbi, nh\u01b0ng \u0111\u00e3 s\u1edbm tr\u1edf n\u00ean linh ho\u1ea1t nh\u1edd c\u00e1c nh\u00e0 marketing c\u00f3 kinh nghi\u1ec7m. \u0110\u1ed1i v\u1edbi m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u m\u1edbi v\u1eeba \u0111\u01b0\u1ee3c ra m\u1eaft, nh\u1eadn th\u1ee9c v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u d\u01b0\u1eddng nh\u01b0 l\u00e0 \u01b0u ti\u00ean h\u00e0ng \u0111\u1ea7u. \u0110\u1ed1i v\u1edbi c\u00e1c th\u01b0\u01a1ng hi\u1ec7u tr\u01b0\u1edfng th\u00e0nh, t\u1eadp trung v\u00e0o vi\u1ec7c x\u00e2y d\u1ef1ng s\u1ef1 tham gia t\u01b0\u01a1ng t\u00e1c c\u1ee7a kh\u00e1ch h\u00e0ng l\u00e0 \u0111i\u1ec1u c\u1ea7n thi\u1ebft.
\nC\u00e1c ho\u1ea1t \u0111\u1ed9ng ch\u00ednh: Cu\u1ed1i c\u00f9ng nh\u01b0ng kh\u00f4ng k\u00e9m ph\u1ea7n quan tr\u1ecdng, m\u1ed7i giai \u0111o\u1ea1n c\u1ee7a chi\u1ebfn d\u1ecbch c\u1ea7n m\u1ed9t ho\u1ea1t \u0111\u1ed9ng ch\u00ednh. C\u00e1c nh\u00e0 ti\u1ebfp th\u1ecb m\u1edbi th\u01b0\u1eddng l\u00ean k\u1ebf ho\u1ea1ch cho c\u00e1c chi\u1ebfn d\u1ecbch d\u1ef1a tr\u00ean K\u00eanh, c\u00f2n c\u00e1c nh\u00e0 ti\u1ebfp th\u1ecb c\u00f3 kinh nghi\u1ec7m l\u00ean k\u1ebf ho\u1ea1ch cho c\u00e1c chi\u1ebfn d\u1ecbch theo t\u1eebng giai \u0111o\u1ea1n. V\u00ec l\u00fd do n\u00e0y, m\u1ed7i ng\u01b0\u1eddi c\u00f3 th\u1ec3 cung c\u1ea5p m\u1ed9t hi\u1ec7u \u1ee9ng n\u1ed5i b\u1eadt n\u1ebfu h\u1ecd c\u00f3 ho\u1ea1t \u0111\u1ed9ng ch\u00ednh c\u1ee7a ri\u00eang m\u00ecnh. V\u00ed d\u1ee5, giai \u0111o\u1ea1n kh\u1edfi \u0111\u1ed9ng kh\u00f4ng th\u1ec3 n\u1ed5i b\u1eadt n\u1ebfu kh\u00f4ng c\u00f3 s\u1ef1 ki\u1ec7n ra m\u1eaft xu\u1ea5t s\u1eafc, trong khi giai \u0111o\u1ea1n duy tr\u00ec kh\u00f4ng th\u1ec3 th\u1eadt s\u1ef1 t\u1ed1t n\u1ebfu kh\u00f4ng c\u00f3 c\u00e1c tr\u00f2 ch\u01a1i t\u01b0\u01a1ng t\u00e1c k\u1ef9 thu\u1eadt s\u1ed1 th\u00fa v\u1ecb.
\nNhi\u1ec1u agency gi\u1ecfi ho\u1ea1ch \u0111\u1ecbnh chi\u1ebfn l\u01b0\u1ee3c l\u1ea1i c\u00f3 xu h\u01b0\u1edbng qu\u1ea3n l\u00fd chi\u1ebfn l\u01b0\u1ee3c r\u1ea5t k\u00e9m, \u0111i\u1ec1u \u0111\u00f3 t\u1ea1o ra nh\u1eefng kho\u1ea3ng tr\u1ed1ng l\u1edbn v\u00e0 khi\u1ebfn kh\u00e1ch h\u00e0ng th\u1ea5t v\u1ecdng.
\n6. Th\u1ef1c thi (Timeline \u2013 Ng\u00e2n s\u00e1ch \u2013 KPI \u2013 \u0110o l\u01b0\u1eddng & Ph\u00e2n t\u00edch)
\nTimeline: D\u1ef1 \u00e1n c\u00f3 d\u00f2ng th\u1eddi gian r\u00f5 r\u00e0ng v\u00e0 h\u00e0nh \u0111\u1ed9ng m\u1ea1ch l\u1ea1c m\u1ed7i ng\u00e0y l\u00e0 m\u1ed9t d\u1ef1 \u00e1n t\u1ed1t. N\u1ebfu kh\u00f4ng c\u00f3 deadline c\u1ee5 th\u1ec3, d\u1ef1 \u00e1n s\u1ebd d\u1ec5 b\u1ecb thay \u0111\u1ed5i v\u00e0 mang l\u1ea1i hi\u1ec7u qu\u1ea3 kh\u00f4ng nh\u01b0 k\u1ef3 v\u1ecdng.
\nNg\u00e2n s\u00e1ch: K\u1ebf ho\u1ea1ch t\u1ed1t ph\u1ea3i ph\u00e2n ph\u1ed1i ng\u00e2n s\u00e1ch c\u1ee5 th\u1ec3, ho\u1eb7c \u00edt nh\u1ea5t l\u00e0 ph\u1ea3i c\u00f3 s\u1ef1 ph\u00e2n b\u1ed5 ng\u00e2n s\u00e1ch cho m\u1ed7i k\u00eanh. Vi\u1ec7c thay \u0111\u1ed5i ng\u00e2n s\u00e1ch trong qu\u00e1 tr\u00ecnh th\u1ef1c hi\u1ec7n l\u00e0 kh\u00f4ng th\u1ec3 tr\u00e1nh kh\u1ecfi, nh\u01b0ng kh\u00f4ng x\u00e1c \u0111\u1ecbnh r\u00f5 ng\u00e2n s\u00e1ch \u1edf giai \u0111o\u1ea1n l\u1eadp k\u1ebf ho\u1ea1ch th\u00ec ng\u00e2n s\u00e1ch s\u1ebd lu\u00f4n b\u1ecb v\u01b0\u1ee3t qu\u00e1 m\u1ee9c gi\u1edbi h\u1ea1n.
\nKPI: L\u00e0 k\u1ebft qu\u1ea3 thu \u0111\u01b0\u1ee3c sau khi chi ra s\u1ed1 ti\u1ec1n t\u01b0\u01a1ng x\u1ee9ng. S\u1ebd kh\u00f4ng c\u00f3 kh\u00e1ch h\u00e0ng n\u00e0o ch\u1ea5p nh\u1eadn \u0111i\u1ec1u g\u00ec n\u1ebfu h\u1ecd ch\u01b0a bi\u1ebft h\u1ecd s\u1ebd nh\u1eadn \u0111\u01b0\u1ee3c nh\u1eefng g\u00ec. Tuy nhi\u00ean, vi\u1ec7c thi\u1ebft l\u1eadp b\u00e1o gi\u00e1 ho\u1eb7c k\u1ebf ho\u1ea1ch h\u00e0nh \u0111\u1ed9ng h\u1ee3p l\u00fd v\u00e0 thuy\u1ebft ph\u1ee5c kh\u00e1ch h\u00e0ng \u0111\u1ed3ng \u00fd \u0111\u00f2i h\u1ecfi nhi\u1ec1u kinh nghi\u1ec7m v\u00e0 k\u1ef9 n\u0103ng t\u1eeb c\u00e1c agency marketers.
\n\u0110o l\u01b0\u1eddng & Ph\u00e2n t\u00edch: B\u00e1o c\u00e1o trong qu\u00e1 tr\u00ecnh th\u1ef1c thi, ph\u00e2n t\u00edch d\u1eef li\u1ec7u v\u00e0 h\u00e0nh \u0111\u1ed9ng \u0111\u1ec3 x\u00e1c \u0111\u1ecbnh c\u00e1c l\u1ed7 h\u1ed5ng chi\u1ebfn l\u01b0\u1ee3c v\u00e0 t\u00ecm gi\u1ea3i ph\u00e1p kh\u1eafc ph\u1ee5c ch\u00fang. B\u01b0\u1edbc n\u00e0y kh\u00e1 g\u1ea7n v\u1edbi vi\u1ec7c qu\u1ea3n l\u00fd chi\u1ebfn l\u01b0\u1ee3c. T\u00f4i khuy\u00ean b\u1ea1n n\u00ean d\u00e0nh nhi\u1ec1u th\u1eddi gian h\u01a1n \u1edf b\u01b0\u1edbc n\u00e0y \u0111\u1ec3 gi\u1ea3m thi\u1ec3u sai s\u00f3t. C\u00f3 m\u1ed9t \u0111i\u1ec1u r\u1ea5t ph\u1ed5 bi\u1ebfn trong ng\u00e0nh d\u1ecbch v\u1ee5 marketing, \u0111\u00f3 l\u00e0 nhi\u1ec1u agency gi\u1ecfi ho\u1ea1ch \u0111\u1ecbnh chi\u1ebfn l\u01b0\u1ee3c l\u1ea1i c\u00f3 xu h\u01b0\u1edbng qu\u1ea3n l\u00fd chi\u1ebfn l\u01b0\u1ee3c r\u1ea5t k\u00e9m, \u0111i\u1ec1u \u0111\u00f3 t\u1ea1o ra nh\u1eefng kho\u1ea3ng tr\u1ed1ng l\u1edbn v\u00e0 khi\u1ebfn kh\u00e1ch h\u00e0ng th\u1ea5t v\u1ecdng.
\nT\u00f3m l\u1ea1i, t\u00f4i g\u1eedi k\u00e8m \u1edf \u0111\u00e2y m\u1ed9t t\u00e0i li\u1ec7u tham kh\u1ea3o \u0111\u1ec3 b\u00e0i vi\u1ebft n\u00e0y c\u00f3 th\u1ec3 d\u1ec5 ti\u00eau h\u00f3a h\u01a1n m\u1ed9t ch\u00fat thay v\u00ec ch\u1ec9 l\u00e0 l\u1eddi n\u00f3i. \u0110\u00e2y ch\u1ec9 l\u00e0 m\u1ed9t v\u00ed d\u1ee5 v\u00ec t\u00f4i kh\u00f4ng th\u1ec3 c\u00f4ng b\u1ed1 c\u00f4ng vi\u1ec7c th\u1ef1c s\u1ef1 do t\u00ednh b\u1ea3o m\u1eadt v\u00e0 t\u00f4n tr\u1ecdng kh\u00e1ch h\u00e0ng.
\n* Ngu\u1ed3n: Minimal Marketing<\/p>","protected":false},"excerpt":{"rendered":"

B\u00e0i vi\u1ebft n\u00e0y \u0111\u01b0\u1ee3c vi\u1ebft \u0111\u1ec3 gi\u1ea3i quy\u1ebft v\u1ea5n \u0111\u1ec1 kinh \u0111i\u1ec3n v\u1ec1 marketing \u2013 ph\u1ee5 thu\u1ed9c v\u00e0o s\u1ef1 s\u00e1ng t\u1ea1o, \u0111\u1ed3ng th\u1eddi l\u00e0 \u0111\u1ec3 h\u1ed7 tr\u1ee3 c\u00e1c nh\u00e0 ti\u1ebfp th\u1ecb tr\u1ebb th\u1ef1c hi\u1ec7n quy tr\u00ecnh l\u1eadp k\u1ebf ho\u1ea1ch nhanh ch\u00f3ng. \u0110\u1ed1i v\u1edbi m\u1ed9t s\u1ed1 ng\u01b0\u1eddi, \u0111\u00e2y c\u00f3 th\u1ec3 l\u00e0 m\u1ed9t t\u00e0i li\u1ec7u tham kh\u1ea3o…<\/p>","protected":false},"author":1,"featured_media":393,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[],"class_list":["post-389","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-danh-muc-khac"],"_links":{"self":[{"href":"https:\/\/igc.vn\/vi\/wp-json\/wp\/v2\/posts\/389","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/igc.vn\/vi\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/igc.vn\/vi\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/igc.vn\/vi\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/igc.vn\/vi\/wp-json\/wp\/v2\/comments?post=389"}],"version-history":[{"count":0,"href":"https:\/\/igc.vn\/vi\/wp-json\/wp\/v2\/posts\/389\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/igc.vn\/vi\/wp-json\/"}],"wp:attachment":[{"href":"https:\/\/igc.vn\/vi\/wp-json\/wp\/v2\/media?parent=389"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/igc.vn\/vi\/wp-json\/wp\/v2\/categories?post=389"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/igc.vn\/vi\/wp-json\/wp\/v2\/tags?post=389"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}