{"id":16717,"date":"2025-04-03T17:13:39","date_gmt":"2025-04-03T10:13:39","guid":{"rendered":"https:\/\/base.vn\/blog\/?p=16717"},"modified":"2025-08-14T09:21:28","modified_gmt":"2025-08-14T02:21:28","slug":"phan-khuc-thi-truong-la-gi","status":"publish","type":"post","link":"https:\/\/base.vn\/blog\/phan-khuc-thi-truong-la-gi\/","title":{"rendered":"Ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng l\u00e0 g\u00ec? Ch\u00eca kho\u00e1 gi\u00fap doanh nghi\u1ec7p b\u1ee9t ph\u00e1"},"content":{"rendered":"\n

Trong m\u1ed9t th\u1ecb tr\u01b0\u1eddng \u0111\u1ea7y c\u1ea1nh tranh, hi\u1ec3u kh\u00e1ch h\u00e0ng kh\u00f4ng \u0111\u1ee7 \u2013 b\u1ea1n c\u1ea7n nh\u1eafm \u0111\u00fang kh\u00e1ch h\u00e0ng! \u0110\u00e2y ch\u00ednh l\u00e0 l\u00fd do ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng<\/strong> tr\u1edf th\u00e0nh ch\u00eca kh\u00f3a gi\u00fap doanh nghi\u1ec7p t\u0103ng tr\u01b0\u1edfng b\u1ec1n v\u1eefng. Khi doanh nghi\u1ec7p bi\u1ebft c\u00e1ch chia nh\u1ecf th\u1ecb tr\u01b0\u1eddng, t\u1eadp trung v\u00e0o \u0111\u00fang \u0111\u1ed1i t\u01b0\u1ee3ng, h\u1ecd kh\u00f4ng ch\u1ec9 t\u1ed1i \u01b0u chi ph\u00ed marketing, m\u00e0 c\u00f2n t\u1ea1o ra s\u1ea3n ph\u1ea9m ph\u00f9 h\u1ee3p, n\u00e2ng cao tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng v\u00e0 gia t\u0103ng l\u1ee3i nhu\u1eadn. V\u1eady ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng l\u00e0 g\u00ec?<\/strong> L\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 \u00e1p d\u1ee5ng hi\u1ec7u qu\u1ea3? H\u00e3y c\u00f9ng Base.vn<\/a> kh\u00e1m ph\u00e1 trong b\u00e0i vi\u1ebft d\u01b0\u1edbi \u0111\u00e2y!<\/p>\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<\/strong> l\u00e0 qu\u00e1 tr\u00ecnh chia th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau r\u1ed9ng l\u1edbn th\u00e0nh c\u00e1c nh\u00f3m kh\u00e1ch h\u00e0ng nh\u1ecf h\u01a1n d\u1ef1a tr\u00ean \u0111\u1eb7c \u0111i\u1ec3m chung v\u1ec1 nh\u00e2n kh\u1ea9u h\u1ecdc, \u0111\u1ecba l\u00fd, t\u00e2m l\u00fd v\u00e0 h\u00e0nh vi. M\u1ee5c ti\u00eau ch\u00ednh c\u1ee7a ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng l\u00e0 gi\u00fap doanh nghi\u1ec7p hi\u1ec3u s\u00e2u h\u01a1n v\u1ec1 t\u1eebng nh\u00f3m \u0111\u1ed1i t\u01b0\u1ee3ng, t\u1eeb \u0111\u00f3 c\u00e1 nh\u00e2n h\u00f3a th\u00f4ng \u0111i\u1ec7p, t\u1ed1i \u01b0u chi\u1ebfn l\u01b0\u1ee3c ti\u1ebfp c\u1eadn v\u00e0 n\u00e2ng cao hi\u1ec7u qu\u1ea3 chuy\u1ec3n \u0111\u1ed5i trong c\u00e1c chi\u1ebfn d\u1ecbch ti\u1ebfp th\u1ecb.<\/p>\n\n\n\n

C\u00e1c c\u00f4ng c\u1ee5 h\u1ed7 tr\u1ee3 ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng bao g\u1ed3m h\u1ec7 th\u1ed1ng qu\u1ea3n l\u00fd quan h\u1ec7 kh\u00e1ch<\/a> <\/a>h\u00e0ng (CRM)<\/a>, n\u1ec1n t\u1ea3ng ph\u00e2n t\u00edch d\u1eef li\u1ec7u v\u00e0 c\u00f4ng c\u1ee5 t\u1ef1 \u0111\u1ed9ng h\u00f3a ti\u1ebfp th\u1ecb. V\u1edbi nh\u1eefng c\u00f4ng ngh\u1ec7 n\u00e0y, doanh nghi\u1ec7p c\u00f3 th\u1ec3 thu th\u1eadp, ph\u00e2n t\u00edch v\u00e0 khai th\u00e1c d\u1eef li\u1ec7u \u0111\u1ec3 x\u00e1c \u0111\u1ecbnh, nh\u1eafm m\u1ee5c ti\u00eau v\u00e0 t\u1ea1o ra t\u01b0\u01a1ng t\u00e1c c\u00f3 gi\u00e1 tr\u1ecb v\u1edbi t\u1eebng ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng.<\/p>\n\n\n\n

\"Ph\u00e2n<\/figure>\n\n\n\n

2. S\u1ef1 kh\u00e1c bi\u1ec7t gi\u1eefa ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng v\u00e0 ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng<\/strong><\/h2>\n\n\n\n

M\u1eb7c d\u00f9 c\u1ea3 hai thu\u1eadt ng\u1eef n\u00e0y th\u01b0\u1eddng \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng thay th\u1ebf cho nhau, tuy nhi\u00ean, v\u1ec1 b\u1ea3n ch\u1ea5t, gi\u1eefa ch\u00fang t\u1ed3n t\u1ea1i s\u1ef1 kh\u00e1c bi\u1ec7t r\u00f5 r\u1ec7t.<\/p>\n\n\n\n

\u201cPh\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng\u201d \u0111\u1ec1 c\u1eadp \u0111\u1ebfn vi\u1ec7c chia to\u00e0n b\u1ed9 th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau th\u00e0nh c\u00e1c nh\u00f3m nh\u1ecf h\u01a1n d\u1ef1a tr\u00ean c\u00e1c \u0111\u1eb7c \u0111i\u1ec3m chung. Trong khi \u0111\u00f3, \u201cph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng<\/a>\u201d t\u1eadp trung v\u00e0o vi\u1ec7c chia c\u01a1 s\u1edf kh\u00e1ch h\u00e0ng (customer base) hi\u1ec7n t\u1ea1i c\u1ee7a doanh nghi\u1ec7p th\u00e0nh c\u00e1c nh\u00f3m nh\u1ecf h\u01a1n c\u00f3 nhu c\u1ea7u v\u00e0 h\u00e0nh vi t\u01b0\u01a1ng t\u1ef1. Hay c\u00f3 th\u1ec3 n\u00f3i, \u201cph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng\u201d l\u00e0 m\u1ed9t c\u1ea5p \u0111\u1ed9 chi ti\u1ebft h\u01a1n, gi\u00fap doanh nghi\u1ec7p hi\u1ec3u s\u00e2u s\u1eafc h\u01a1n v\u1ec1 nh\u1eefng ng\u01b0\u1eddi \u0111\u00e3 s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5 c\u1ee7a m\u00ecnh trong m\u1ed9t th\u1ecb tr\u01b0\u1eddng r\u1ed9ng l\u1edbn.<\/p>\n\n\n\n

Ti\u00eau ch\u00ed ph\u00e2n bi\u1ec7t<\/strong><\/td>Ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng<\/strong><\/td>Ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng<\/strong><\/td><\/tr>
Ph\u1ea1m vi<\/strong><\/td>Xem x\u00e9t to\u00e0n b\u1ed9 th\u1ecb tr\u01b0\u1eddng, bao g\u1ed3m c\u1ea3 kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng.<\/td>Ch\u1ee7 y\u1ebfu t\u1eadp trung v\u00e0o c\u01a1 s\u1edf kh\u00e1ch h\u00e0ng hi\u1ec7n t\u1ea1i c\u1ee7a doanh nghi\u1ec7p.<\/td><\/tr>
M\u1ee5c ti\u00eau<\/strong><\/td>Gi\u00fap doanh nghi\u1ec7p x\u00e1c \u0111\u1ecbnh th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau v\u00e0 ph\u00e1t tri\u1ec3n chi\u1ebfn l\u01b0\u1ee3c ti\u1ebfp c\u1eadn t\u1eebng nh\u00f3m \u0111\u1ed1i t\u01b0\u1ee3ng.<\/td>Gi\u00fap doanh nghi\u1ec7p hi\u1ec3u r\u00f5 h\u01a1n v\u1ec1 s\u1edf th\u00edch v\u00e0 h\u00e0nh vi c\u1ee7a kh\u00e1ch h\u00e0ng hi\u1ec7n t\u1ea1i, t\u1eeb \u0111\u00f3 c\u00e1 nh\u00e2n h\u00f3a chi\u1ebfn l\u01b0\u1ee3c b\u00e1n h\u00e0ng, ti\u1ebfp th\u1ecb, ch\u0103m s\u00f3c, \u0111\u1ec3 t\u0103ng m\u1ee9c \u0111\u1ed9 trung th\u00e0nh v\u00e0 gi\u00e1 tr\u1ecb v\u00f2ng \u0111\u1eddi kh\u00e1ch h\u00e0ng.<\/td><\/tr>
V\u00ed d\u1ee5<\/strong><\/td>M\u1ed9t th\u01b0\u01a1ng hi\u1ec7u th\u1eddi trang c\u00f3 th\u1ec3 ph\u00e2n \u0111o\u1ea1n th\u1ecb tr\u01b0\u1eddng th\u00e0nh: \u201cng\u01b0\u1eddi y\u00eau th\u00edch phong c\u00e1ch c\u00f4ng s\u1edf\u201d, \u201cng\u01b0\u1eddi chu\u1ed9ng th\u1eddi trang \u0111\u01b0\u1eddng ph\u1ed1\u201d v\u00e0 \u201cng\u01b0\u1eddi theo \u0111u\u1ed5i phong c\u00e1ch t\u1ed1i gi\u1ea3n\u201d.<\/td>Trong nh\u00f3m \u201cng\u01b0\u1eddi y\u00eau th\u00edch phong c\u00e1ch c\u00f4ng s\u1edf\u201d, th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3 chia kh\u00e1ch h\u00e0ng th\u00e0nh: nh\u00e2n vi\u00ean v\u0103n ph\u00f2ng (\u01b0a chu\u1ed9ng trang ph\u1ee5c thanh l\u1ecbch, gi\u00e1 c\u1ea3 ph\u1ea3i ch\u0103ng), doanh nh\u00e2n th\u00e0nh \u0111\u1ea1t (\u01b0u ti\u00ean h\u00e0ng cao c\u1ea5p, thi\u1ebft k\u1ebf tinh t\u1ebf.<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n

3. V\u00ec sao doanh nghi\u1ec7p c\u1ea7n ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng?<\/strong><\/h2>\n\n\n\n

Kh\u00f4ng th\u1ec3 ph\u1ee7 nh\u1eadn r\u1eb1ng, ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng \u0111\u00f2i h\u1ecfi doanh nghi\u1ec7p \u0111\u1ea7u t\u01b0 nhi\u1ec1u th\u1eddi gian v\u00e0 ngu\u1ed3n l\u1ef1c \u0111\u1ec3 tri\u1ec3n khai. Tuy nhi\u00ean, l\u1ee3i \u00edch mang l\u1ea1i ho\u00e0n to\u00e0n x\u1ee9ng \u0111\u00e1ng. C\u00e1c chi\u1ebfn d\u1ecbch ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng th\u00e0nh c\u00f4ng c\u00f3 th\u1ec3 gi\u00fap doanh nghi\u1ec7p gia t\u0103ng l\u1ee3i nhu\u1eadn v\u00e0 \u0111\u1ea3m b\u1ea3o s\u1ee9c kh\u1ecfe l\u00e2u d\u00e0i cho th\u01b0\u01a1ng hi\u1ec7u. D\u01b0\u1edbi \u0111\u00e2y l\u00e0 m\u1ed9t s\u1ed1 l\u1ee3i \u00edch n\u1ed5i b\u1eadt c\u1ee7a ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng:<\/p>\n\n\n\n

\u2013 T\u0103ng hi\u1ec7u qu\u1ea3 s\u1eed d\u1ee5ng ngu\u1ed3n l\u1ef1c: <\/strong>Thay v\u00ec ph\u00e2n t\u00e1n ng\u00e2n s\u00e1ch ti\u1ebfp th\u1ecb cho to\u00e0n b\u1ed9 th\u1ecb tr\u01b0\u1eddng, ph\u00e2n kh\u00fac gi\u00fap doanh nghi\u1ec7p t\u1eadp trung v\u00e0o m\u1ed9t s\u1ed1 nh\u00f3m kh\u00e1ch h\u00e0ng c\u00f3 ti\u1ec1m n\u0103ng nh\u1ea5t \u0111\u1ecbnh. T\u1eeb \u0111\u00f3, doanh nghi\u1ec7p s\u1ebd h\u1ea1n ch\u1ebf \u0111\u01b0\u1ee3c t\u00ecnh tr\u1ea1ng l\u00e3ng ph\u00ed t\u00e0i nguy\u00ean do ti\u1ebfp c\u1eadn sai \u0111\u1ed1i t\u01b0\u1ee3ng.<\/p>\n\n\n\n

\u2013 Qu\u1ea3ng b\u00e1 th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh m\u1ebd h\u01a1n: <\/strong>Ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng gi\u00fap doanh nghi\u1ec7p x\u00e1c \u0111\u1ecbnh r\u00f5 c\u00e1ch m\u00ecnh mu\u1ed1n \u0111\u01b0\u1ee3c kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau<\/a> nh\u00ecn nh\u1eadn. Khi \u0111\u00e3 x\u00e1c \u0111\u1ecbnh \u0111\u00fang ph\u00e2n kh\u00fac, doanh nghi\u1ec7p c\u00f3 th\u1ec3 x\u00e2y d\u1ef1ng th\u00f4ng \u0111i\u1ec7p ti\u1ebfp c\u1eadn m\u1ed9t c\u00e1ch c\u00f3 ch\u1ee7 \u0111\u00edch, tr\u00e1nh s\u1ef1 chung chung v\u00e0 m\u01a1 h\u1ed3. <\/p>\n\n\n\n

\u2013 Gia t\u0103ng l\u00f2ng trung th\u00e0nh v\u1edbi th\u01b0\u01a1ng hi\u1ec7u: <\/strong>Vi\u1ec7c ti\u1ebfp c\u1eadn \u0111\u00fang \u0111\u1ed1i t\u01b0\u1ee3ng b\u1eb1ng th\u00f4ng \u0111i\u1ec7p c\u00e1 nh\u00e2n h\u00f3a ph\u00f9 h\u1ee3p gi\u00fap doanh nghi\u1ec7p t\u1ea1o ra s\u1ef1 c\u1ed9ng h\u01b0\u1edfng s\u00e2u s\u1eafc v\u1edbi kh\u00e1ch h\u00e0ng, th\u00fac \u0111\u1ea9y h\u00e0nh vi mua l\u1ea1i v\u00e0 x\u00e2y d\u1ef1ng m\u1ed1i quan h\u1ec7 b\u1ec1n ch\u1eb7t. Khi kh\u00e1ch h\u00e0ng<\/a> c\u1ea3m nh\u1eadn \u0111\u01b0\u1ee3c s\u1ef1 th\u1ea5u hi\u1ec3u v\u00e0 quan t\u00e2m t\u1eeb th\u01b0\u01a1ng hi\u1ec7u, h\u1ecd c\u00f3 xu h\u01b0\u1edbng g\u1eafn b\u00f3 l\u00e2u d\u00e0i, \u0111\u1ed3ng th\u1eddi tr\u1edf th\u00e0nh nh\u1eefng ng\u01b0\u1eddi \u1ee7ng h\u1ed9 trung th\u00e0nh.<\/p>\n\n\n\n

\u2013 T\u0103ng c\u01b0\u1eddng kh\u1ea3 n\u0103ng c\u1ea1nh tranh: <\/strong>Khi th\u1ecb tr\u01b0\u1eddng \u0111\u01b0\u1ee3c chia th\u00e0nh c\u00e1c ph\u00e2n kh\u00fac nh\u1ecf, doanh nghi\u1ec7p c\u00f3 th\u1ec3 t\u1eadp trung ngu\u1ed3n l\u1ef1c \u0111\u1ec3 ph\u00e1t tri\u1ec3n l\u1ee3i th\u1ebf \u0111\u1ed9c \u0111\u00e1o c\u1ee7a s\u1ea3n ph\u1ea9m v\u00e0 m\u00f4 h\u00ecnh kinh doanh. T\u1eeb \u0111\u00f3, doanh nghi\u1ec7p c\u00f3 th\u1ec3 t\u1ea1o ra gi\u00e1 tr\u1ecb v\u01b0\u1ee3t tr\u1ed9i h\u01a1n \u0111\u1ed1i th\u1ee7 v\u00e0 n\u00e2ng cao n\u0103ng l\u1ef1c c\u1ea1nh tranh. M\u1ed9t th\u01b0\u01a1ng hi\u1ec7u c\u00f3 \u0111\u1ecbnh v\u1ecb r\u00f5 r\u00e0ng, chi\u1ebfn l\u01b0\u1ee3c t\u1eadp trung v\u00e0 s\u1ea3n ph\u1ea9m \u0111\u00e1p \u1ee9ng ch\u00ednh x\u00e1c nhu c\u1ea7u t\u1eebng ph\u00e2n kh\u00fac s\u1ebd lu\u00f4n chi\u1ebfm \u01b0u th\u1ebf tr\u00ean th\u1ecb tr\u01b0\u1eddng.<\/p>\n\n\n\n

\u2013 T\u1ea1o ti\u1ec1n \u0111\u1ec1 ph\u00e1t tri\u1ec3n v\u00e0 c\u1ea3i ti\u1ebfn s\u1ea3n ph\u1ea9m: <\/strong>Hi\u1ec3u r\u00f5 s\u1edf th\u00edch v\u00e0 “\u0111i\u1ec3m \u0111au” c\u1ee7a t\u1eebng ph\u00e2n kh\u00fac cho ph\u00e9p doanh nghi\u1ec7p tinh ch\u1ec9nh s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5 \u0111\u1ec3 \u0111\u00e1p \u1ee9ng t\u1ed1t h\u01a1n nhu c\u1ea7u c\u1ee5 th\u1ec3. Ch\u1eb3ng h\u1ea1n, m\u1ed9t c\u00f4ng ty ph\u1ea7n m\u1ec1m c\u00f3 th\u1ec3 ph\u00e2n t\u00edch d\u1eef li\u1ec7u t\u1eeb c\u00e1c ph\u00e2n kh\u00fac \u0111\u1ec3 x\u00e1c \u0111\u1ecbnh nh\u1eefng t\u00ednh n\u0103ng h\u1ea5p d\u1eabn nh\u1ea5t \u0111\u1ed1i v\u1edbi doanh nghi\u1ec7p nh\u1ecf so v\u1edbi t\u1eadp \u0111o\u00e0n l\u1edbn. Nh\u1edd \u0111\u00f3, h\u1ecd c\u00f3 th\u1ec3 t\u1ed1i \u01b0u s\u1ea3n ph\u1ea9m, gia t\u0103ng hi\u1ec7u qu\u1ea3 ra m\u1eaft v\u00e0 m\u1edf r\u1ed9ng th\u1ecb ph\u1ea7n.<\/p>\n\n\n\n

\u2013 T\u1ed1i \u01b0u chi\u1ebfn d\u1ecbch digital marketing:<\/strong> Ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng gi\u00fap doanh nghi\u1ec7p tri\u1ec3n khai qu\u1ea3ng c\u00e1o ch\u00ednh x\u00e1c, nh\u1eafm \u0111\u00fang \u0111\u1ed1i t\u01b0\u1ee3ng d\u1ef1a tr\u00ean \u0111\u1ed9 tu\u1ed5i, v\u1ecb tr\u00ed \u0111\u1ecba l\u00fd, th\u00f3i quen ti\u00eau d\u00f9ng. \u0110i\u1ec1u n\u00e0y gi\u00fap t\u1ed1i \u0111a h\u00f3a hi\u1ec7u su\u1ea5t ti\u1ebfp th\u1ecb k\u1ef9 thu\u1eadt s\u1ed1, c\u1ea3i thi\u1ec7n ROI (l\u1ee3i t\u1ee9c \u0111\u1ea7u t\u01b0) \u0111\u00e1ng k\u1ec3.<\/p>\n\n\n

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\"\"<\/figure><\/div>\n\n\n

4. 5 Ph\u01b0\u01a1ng ph\u00e1p ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng c\u1ed1t l\u00f5i<\/strong><\/h2>\n\n\n\n

Sau khi \u0111\u00e3 hi\u1ec3u r\u00f5 \u201cph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng l\u00e0 g\u00ec\u201d, ch\u00fang ta h\u00e3y c\u00f9ng kh\u00e1m ph\u00e1 5 ph\u01b0\u01a1ng ph\u00e1p ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng th\u00f4ng d\u1ee5ng, k\u00e8m theo c\u00e1c v\u00ed d\u1ee5 minh h\u1ecda. Doanh nghi\u1ec7p c\u00f3 th\u1ec3 s\u1eed d\u1ee5ng k\u1ebft h\u1ee3p c\u00e1c ph\u01b0\u01a1ng ph\u00e1p ph\u00e2n ph\u00fac n\u00e0y \u0111\u1ec3 ph\u1ee5c v\u1ee5 cho c\u00e1c m\u1ee5c \u0111\u00edch kh\u00e1c nhau, ch\u1eb3ng h\u1ea1n, m\u1ed9t h\u00ecnh th\u1ee9c ph\u00e2n kh\u00fac cho chi\u1ebfn d\u1ecbch email v\u00e0 m\u1ed9t h\u00ecnh th\u1ee9c kh\u00e1c cho chi\u1ebfn d\u1ecbch ra m\u1eaft s\u1ea3n ph\u1ea9m m\u1edbi.<\/p>\n\n\n\n

4.1 Ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng theo nh\u00e2n kh\u1ea9u h\u1ecdc<\/strong><\/h3>\n\n\n\n

Ph\u00e2n kh\u00fac theo nh\u00e2n kh\u1ea9u h\u1ecdc li\u00ean quan \u0111\u1ebfn vi\u1ec7c chia th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau th\u00e0nh c\u00e1c ph\u00e2n kh\u00fac nh\u1ecf h\u01a1n d\u1ef1a tr\u00ean c\u00e1c y\u1ebfu t\u1ed1 nh\u01b0: \u0111\u1ed9 tu\u1ed5i, gi\u1edbi t\u00ednh, thu nh\u1eadp, t\u00f4n gi\u00e1o, m\u1ee9c l\u01b0\u01a1ng, t\u00ecnh tr\u1ea1ng h\u00f4n nh\u00e2n v\u00e0 ngh\u1ec1 nghi\u1ec7p. \u0110\u00e2y l\u00e0 m\u1ed9t trong nh\u1eefng ph\u01b0\u01a1ng ph\u00e1p ph\u00e2n kh\u00fac d\u1ec5 tri\u1ec3n khai nh\u1ea5t, gi\u00fap doanh nghi\u1ec7p ph\u00e1c h\u1ecda ch\u00ednh x\u00e1c ch\u00e2n dung ng\u01b0\u1eddi mua (buyer personas).<\/p>\n\n\n\n

V\u00ed d\u1ee5, m\u1ed9t c\u00f4ng ty kinh doanh gi\u00e0y c\u00f3 th\u1ec3 \u00e1p d\u1ee5ng ph\u00e2n kh\u00fac nh\u00e2n kh\u1ea9u h\u1ecdc d\u1ef1a tr\u00ean c\u00e1c y\u1ebfu t\u1ed1 sau:<\/p>\n\n\n\n

\u2013 \u0110\u1ed9 tu\u1ed5i:<\/strong> M\u1ed7i nh\u00f3m tu\u1ed5i c\u00f3 s\u1edf th\u00edch v\u00e0 ph\u1ea3n \u1ee9ng kh\u00e1c nhau \u0111\u1ed1i v\u1edbi c\u00e1c th\u00f4ng \u0111i\u1ec7p ti\u1ebfp th\u1ecb. C\u00f4ng ty c\u00f3 th\u1ec3 th\u1ea5y r\u1eb1ng nh\u1eefng ng\u01b0\u1eddi ch\u1ea1y b\u1ed9 t\u1eeb 18 \u0111\u1ebfn 25 tu\u1ed5i th\u01b0\u1eddng quan t\u00e2m \u0111\u1ebfn thi\u1ebft k\u1ebf h\u1ee3p th\u1eddi trang v\u00e0 c\u00f4ng ngh\u1ec7 ti\u00ean ti\u1ebfn, trong khi nh\u00f3m l\u1edbn tu\u1ed5i h\u01a1n \u01b0u ti\u00ean c\u00e1c y\u1ebfu t\u1ed1 nh\u01b0 \u0111\u1ec7m \u00eam \u00e1i v\u00e0 h\u1ed7 tr\u1ee3 b\u00e0n ch\u00e2n t\u1ed1t h\u01a1n.<\/p>\n\n\n\n

\u2013 Gi\u1edbi t\u00ednh:<\/strong> Nhu c\u1ea7u v\u00e0 s\u1edf th\u00edch v\u1ec1 thi\u1ebft k\u1ebf gi\u00e0y c\u0169ng c\u00f3 s\u1ef1 kh\u00e1c bi\u1ec7t gi\u1eefa nam v\u00e0 n\u1eef. Ch\u1eb3ng h\u1ea1n, n\u1eef gi\u1edbi c\u00f3 xu h\u01b0\u1edbng \u01b0a chu\u1ed9ng nh\u1eefng \u0111\u00f4i gi\u00e0y c\u00f3 ki\u1ec3u d\u00e1ng \u00f4m ch\u00e2n v\u00e0 m\u00e0u s\u1eafc b\u1eaft m\u1eaft h\u01a1n so v\u1edbi nam gi\u1edbi.<\/p>\n\n\n\n

\u2013 Thu nh\u1eadp:<\/strong> Nh\u1eefng ng\u01b0\u1eddi c\u00f3 thu nh\u1eadp cao th\u01b0\u1eddng s\u1eb5n s\u00e0ng \u0111\u1ea7u t\u01b0 v\u00e0o c\u00e1c thi\u1ebft k\u1ebf cao c\u1ea5p v\u00e0 sang tr\u1ecdng, trong khi nh\u1eefng kh\u00e1ch h\u00e0ng c\u00f3 thu nh\u1eadp th\u1ea5p h\u01a1n c\u00f3 th\u1ec3 \u01b0u ti\u00ean s\u1ea3n ph\u1ea9m c\u00f3 gi\u00e1 c\u1ea3 ph\u1ea3i ch\u0103ng nh\u01b0ng v\u1eabn \u0111\u1ea3m b\u1ea3o \u0111\u1ed9 b\u1ec1n.<\/p>\n\n\n\n

\u2013 Ngh\u1ec1 nghi\u1ec7p:<\/strong> C\u00e1c ng\u00e0nh ngh\u1ec1 kh\u00e1c nhau c\u0169ng \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn nhu c\u1ea7u l\u1ef1a ch\u1ecdn gi\u00e0y. V\u00ed d\u1ee5, nh\u1eefng ng\u01b0\u1eddi th\u1ee3 x\u00e2y d\u1ef1ng c\u1ea7n gi\u00e0y b\u1ea3o h\u1ed9 ch\u1eafc ch\u1eafn, trong khi nh\u00e2n vi\u00ean v\u0103n ph\u00f2ng th\u01b0\u1eddng t\u00ecm ki\u1ebfm nh\u1eefng m\u1eabu gi\u00e0y th\u1eddi trang nh\u01b0ng v\u1eabn \u0111em l\u1ea1i c\u1ea3m gi\u00e1c tho\u1ea3i m\u00e1i.<\/p>\n\n\n\n

B\u1eb1ng c\u00e1ch \u00e1p d\u1ee5ng ph\u00e2n kh\u00fac nh\u00e2n kh\u1ea9u h\u1ecdc, doanh nghi\u1ec7p c\u00f3 th\u1ec3 \u0111i\u1ec1u ch\u1ec9nh n\u1ed9i dung ti\u1ebfp th\u1ecb m\u1ed9t c\u00e1ch s\u00e1ng t\u1ea1o v\u00e0 ph\u00f9 h\u1ee3p h\u01a1n v\u1edbi nhu c\u1ea7u c\u1ee7a t\u1eebng nh\u00f3m kh\u00e1ch h\u00e0ng. \u0110\u00e2y c\u0169ng ch\u00ednh l\u00e0 n\u1ec1n t\u1ea3ng \u0111\u1ec3 doanh nghi\u1ec7p tri\u1ec3n khai c\u00e1c chi\u1ebfn l\u01b0\u1ee3c ph\u00e2n kh\u00fac d\u1ef1a tr\u00ean nhu c\u1ea7u (needs-based segmentation), gi\u00fap t\u1ed1i \u01b0u kh\u1ea3 n\u0103ng ti\u1ebfp c\u1eadn v\u00e0 gia t\u0103ng gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n\n\n\n

4.2 Ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng theo \u0111\u1eb7c \u0111i\u1ec3m \u0111\u1ecba l\u00fd<\/strong><\/h3>\n\n\n\n

Ph\u00e2n kh\u00fac theo \u0111\u1ecba l\u00fd \u0111\u1ec1 c\u1eadp \u0111\u1ebfn vi\u1ec7c ph\u00e2n chia th\u1ecb tr\u01b0\u1eddng th\u00e0nh c\u00e1c nh\u00f3m kh\u00e1ch h\u00e0ng d\u1ef1a tr\u00ean c\u00e1c y\u1ebfu t\u1ed1 \u0111\u1ecba l\u00fd nh\u01b0 v\u1ecb tr\u00ed, khu v\u1ef1c, kh\u00ed h\u1eadu v\u00e0 m\u1eadt \u0111\u1ed9 d\u00e2n s\u1ed1. C\u00e1ch ti\u1ebfp c\u1eadn n\u00e0y d\u1ef1a tr\u00ean quan \u0111i\u1ec3m cho r\u1eb1ng nhu c\u1ea7u v\u00e0 s\u1edf th\u00edch c\u1ee7a kh\u00e1ch h\u00e0ng c\u00f3 th\u1ec3 thay \u0111\u1ed5i t\u00f9y thu\u1ed9c v\u00e0o n\u01a1i h\u1ecd sinh s\u1ed1ng ho\u1eb7c l\u01b0u tr\u00fa.<\/p>\n\n\n\n

V\u00ed d\u1ee5, m\u1ed9t c\u00f4ng ty chuy\u00ean kinh doanh thi\u1ebft b\u1ecb tr\u01b0\u1ee3t tuy\u1ebft c\u00f3 th\u1ec3 \u00e1p d\u1ee5ng ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng theo \u0111\u1ecba l\u00fd nh\u01b0 sau:<\/p>\n\n\n\n

\u2013 V\u1ecb tr\u00ed v\u00e0 kh\u00ed h\u1eadu:<\/strong> C\u00f4ng ty x\u00e1c \u0111\u1ecbnh v\u00e0 nh\u1eafm m\u1ee5c ti\u00eau kh\u00e1ch h\u00e0ng s\u1ed1ng g\u1ea7n c\u00e1c khu v\u1ef1c c\u00f3 \u0111i\u1ec1u ki\u1ec7n th\u00edch h\u1ee3p cho ho\u1ea1t \u0111\u1ed9ng tr\u01b0\u1ee3t tuy\u1ebft, ch\u1eb3ng h\u1ea1n nh\u01b0 nh\u1eefng v\u00f9ng c\u00f3 m\u00f9a \u0111\u00f4ng k\u00e9o d\u00e0i v\u00e0 tuy\u1ebft d\u00e0y. \u0110i\u1ec1u n\u00e0y gi\u00fap t\u1ed1i \u01b0u h\u00f3a ngu\u1ed3n l\u1ef1c ti\u1ebfp th\u1ecb v\u00e0 \u0111\u1ea3m b\u1ea3o s\u1ea3n ph\u1ea9m ti\u1ebfp c\u1eadn \u0111\u00fang \u0111\u1ed1i t\u01b0\u1ee3ng ti\u1ec1m n\u0103ng.<\/p>\n\n\n\n

\u2013 \u0110\u1ecba h\u00ecnh ho\u1eb7c c\u01a1 s\u1edf h\u1ea1 t\u1ea7ng: <\/strong>C\u00e1ch kh\u00e1ch h\u00e0ng l\u1ef1a ch\u1ecdn v\u00e0 s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m c\u0169ng b\u1ecb \u1ea3nh h\u01b0\u1edfng b\u1edfi \u0111\u1ecba h\u00ecnh n\u01a1i h\u1ecd sinh s\u1ed1ng. V\u00ed d\u1ee5, c\u00f4ng ty c\u00f3 th\u1ec3 t\u1eadp trung ti\u1ebfp th\u1ecb xe \u0111\u1ea1p leo n\u00fai \u1edf c\u00e1c khu v\u1ef1c \u0111\u1ed3i n\u00fai thay v\u00ec c\u00e1c th\u00e0nh ph\u1ed1 \u1edf v\u00f9ng \u0111\u1ed3ng b\u1eb1ng.<\/p>\n\n\n\n

\u2013 M\u1eadt \u0111\u1ed9 d\u00e2n s\u1ed1: <\/strong>M\u1ed9t y\u1ebfu t\u1ed1 quan tr\u1ecdng kh\u00e1c l\u00e0 s\u1ed1 l\u01b0\u1ee3ng d\u00e2n c\u01b0 sinh s\u1ed1ng trong m\u1ed9t khu v\u1ef1c. Vi\u1ec7c nh\u1eafm m\u1ee5c ti\u00eau \u0111\u1ebfn nh\u1eefng n\u01a1i \u0111\u00f4ng d\u00e2n s\u1ebd gi\u00fap th\u01b0\u01a1ng hi\u1ec7u t\u1ed1i \u0111a h\u00f3a c\u00e1c ngu\u1ed3n l\u1ef1c ti\u1ebfp th\u1ecb. Ch\u1eb3ng h\u1ea1n, c\u00f4ng ty b\u00e1n thi\u1ebft b\u1ecb tr\u01b0\u1ee3t tuy\u1ebft c\u00f3 th\u1ec3 t\u1eadp trung v\u00e0o nh\u1eefng khu v\u1ef1c \u0111\u00f4ng \u0111\u1ea3o kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau (v\u00ed d\u1ee5: khu du l\u1ecbch tr\u01b0\u1ee3t tuy\u1ebfn) b\u1eb1ng c\u00e1c ch\u01b0\u01a1ng tr\u00ecnh khuy\u1ebfn m\u00e3i \u0111\u01b0\u1ee3c tinh ch\u1ec9nh ri\u00eang cho t\u1eebng \u0111\u1ecba ph\u01b0\u01a1ng.<\/p>\n\n\n\n

\u2013 M\u00f9a trong n\u0103m: <\/strong>M\u1ed9t t\u1eadp h\u1ee3p con c\u1ee7a ph\u00e2n kh\u00fac theo \u0111\u1ecba l\u00fd l\u00e0 ph\u00e2n kh\u00fac theo m\u00f9a, ph\u1ea3n \u00e1nh s\u1ef1 thay \u0111\u1ed5i th\u00f3i quen mua s\u1eafm c\u1ee7a kh\u00e1ch h\u00e0ng theo t\u1eebng th\u1eddi \u0111i\u1ec3m trong n\u0103m. V\u00ed d\u1ee5, v\u00e0o m\u00f9a h\u00e8\u2014khi nhu c\u1ea7u tr\u01b0\u1ee3t tuy\u1ebft gi\u1ea3m\u2014c\u00f4ng ty c\u00f3 th\u1ec3 tri\u1ec3n khai c\u00e1c ch\u01b0\u01a1ng tr\u00ecnh khuy\u1ebfn m\u00e3i h\u1ea5p d\u1eabn \u0111\u1ec3 k\u00edch c\u1ea7u v\u00e0 duy tr\u00ec doanh thu trong giai \u0111o\u1ea1n th\u1ea5p \u0111i\u1ec3m.<\/p>\n\n\n\n

Nh\u00ecn chung, ph\u00e2n kh\u00fac theo \u0111\u1ecba l\u00fd \u0111\u1eb7c bi\u1ec7t h\u1eefu \u00edch trong c\u00e1c chi\u1ebfn d\u1ecbch ti\u1ebfp th\u1ecb tr\u1ef1c ti\u1ebfp, ch\u1eb3ng h\u1ea1n nh\u01b0 qu\u1ea3ng c\u00e1o ngo\u00e0i tr\u1eddi (bi\u1ec3n qu\u1ea3ng c\u00e1o, pano) ho\u1eb7c c\u00e1c ch\u01b0\u01a1ng tr\u00ecnh khuy\u1ebfn m\u00e3i t\u1ea1i c\u1eeda h\u00e0ng b\u00e1n l\u1ebb \u0111\u1ecba ph\u01b0\u01a1ng.<\/p>\n\n\n\n

\"5<\/figure>\n\n\n\n

4.3 Ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng theo h\u00e0nh vi<\/strong><\/h3>\n\n\n\n

Ph\u00e2n kh\u00fac theo h\u00e0nh vi l\u00e0 ph\u01b0\u01a1ng ph\u00e1p chia th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau th\u00e0nh c\u00e1c nh\u00f3m kh\u00e1ch h\u00e0ng nh\u1ecf h\u01a1n d\u1ef1a tr\u00ean h\u00e0nh vi mua s\u1eafm, c\u00e1ch th\u1ee9c s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5 v\u00e0 th\u00e1i \u0111\u1ed9 c\u1ee7a h\u1ecd \u0111\u1ed1i v\u1edbi th\u01b0\u01a1ng hi\u1ec7u. \u0110\u1ec3 tri\u1ec3n khai ph\u00e2n kh\u00fac n\u00e0y, doanh nghi\u1ec7p c\u1ea7n ph\u00e2n t\u00edch c\u00e1c y\u1ebfu t\u1ed1 nh\u01b0 quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng, m\u1ee9c \u0111\u1ed9 trung th\u00e0nh c\u1ee7a kh\u00e1ch h\u00e0ng, th\u00f3i quen ti\u00eau d\u00f9ng v\u00e0 t\u1ea7n su\u1ea5t s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m.<\/p>\n\n\n\n

L\u1ea5y ng\u00e0nh c\u00f4ng nghi\u1ec7p \u00f4 t\u00f4 l\u00e0m v\u00ed d\u1ee5, m\u1ed9t s\u1ed1 y\u1ebfu t\u1ed1 ph\u00e2n kh\u00fac theo h\u00e0nh vi bao g\u1ed3m:<\/p>\n\n\n\n

\u2013 T\u1ea7n su\u1ea5t s\u1eed d\u1ee5ng:<\/strong> C\u00e1c c\u00f4ng ty th\u01b0\u1eddng ph\u00e2n nh\u00f3m kh\u00e1ch h\u00e0ng d\u1ef1a tr\u00ean m\u1ee9c \u0111\u1ed9 h\u1ecd s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m. Ch\u1eb3ng h\u1ea1n, nh\u1eefng t\u00e0i x\u1ebf l\u00e1i xe \u0111\u01b0\u1eddng d\u00e0i s\u1eed d\u1ee5ng \u00f4 t\u00f4 v\u1edbi t\u1ea7n su\u1ea5t cao s\u1ebd c\u00f3 nhu c\u1ea7u kh\u00e1c bi\u1ec7t so v\u1edbi nh\u1eefng ng\u01b0\u1eddi ch\u1ec9 l\u00e1i xe v\u00e0o cu\u1ed1i tu\u1ea7n. \u0110\u1ed1i v\u1edbi nh\u00f3m kh\u00e1ch h\u00e0ng l\u00e1i xe th\u01b0\u1eddng xuy\u00ean, th\u00f4ng \u0111i\u1ec7p ti\u1ebfp th\u1ecb c\u00f3 th\u1ec3 t\u1eadp trung v\u00e0o c\u00e1c y\u1ebfu t\u1ed1 nh\u01b0 s\u1ee9c b\u1ec1n, ti\u1ebft ki\u1ec7m nhi\u00ean li\u1ec7u v\u00e0 thi\u1ebft k\u1ebf gh\u1ebf ng\u1ed3i tho\u1ea3i m\u00e1i. Ng\u01b0\u1ee3c l\u1ea1i, v\u1edbi nh\u1eefng ng\u01b0\u1eddi th\u1ec9nh tho\u1ea3ng l\u00e1i xe, c\u00f4ng ty c\u00f3 th\u1ec3 nh\u1ea5n m\u1ea1nh v\u00e0o y\u1ebfu t\u1ed1 chi ph\u00ed h\u1ee3p l\u00fd v\u00e0 t\u00ednh th\u1ef1c d\u1ee5ng.<\/p>\n\n\n\n

\u2013 L\u00f2ng trung th\u00e0nh v\u1edbi th\u01b0\u01a1ng hi\u1ec7u:<\/strong> \u0110\u00e2y l\u00e0 y\u1ebfu t\u1ed1 th\u1ec3 hi\u1ec7n m\u1ee9c \u0111\u1ed9 g\u1eafn b\u00f3 c\u1ee7a kh\u00e1ch h\u00e0ng v\u1edbi m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u, c\u00f3 th\u1ec3 xu\u1ea5t ph\u00e1t t\u1eeb s\u1ef1 h\u00e0i l\u00f2ng v\u1ec1 ch\u1ea5t l\u01b0\u1ee3ng s\u1ea3n ph\u1ea9m, tr\u1ea3i nghi\u1ec7m t\u00edch c\u1ef1c ho\u1eb7c m\u1ed1i li\u00ean k\u1ebft c\u1ea3m x\u00fac. Khi x\u00e1c \u0111\u1ecbnh \u0111\u01b0\u1ee3c nh\u00f3m kh\u00e1ch h\u00e0ng trung th\u00e0nh, doanh nghi\u1ec7p c\u00f3 th\u1ec3 duy tr\u00ec s\u1ef1 g\u1eafn k\u1ebft b\u1eb1ng c\u00e1c ch\u01b0\u01a1ng tr\u00ecnh \u01b0u \u0111\u00e3i \u0111\u1eb7c bi\u1ec7t, ch\u00ednh s\u00e1ch chi\u1ebft kh\u1ea5u ho\u1eb7c tr\u1ea3i nghi\u1ec7m c\u00e1 nh\u00e2n h\u00f3a \u0111\u1ec3 khuy\u1ebfn kh\u00edch h\u1ecd ti\u1ebfp t\u1ee5c mua s\u1eafm.<\/p>\n\n\n\n

\u2013 H\u00e0nh vi mua s\u1eafm:<\/strong> M\u1ed7i nh\u00f3m kh\u00e1ch h\u00e0ng c\u00f3 xu h\u01b0\u1edbng mua h\u00e0ng kh\u00e1c nhau. M\u1ed9t s\u1ed1 ng\u01b0\u1eddi t\u00ecm ki\u1ebfm m\u1ee9c gi\u00e1 t\u1ed1t nh\u1ea5t v\u00e0 \u01b0u ti\u00ean c\u00e1c s\u1ea3n ph\u1ea9m gi\u1ea3m gi\u00e1. M\u1ed9t s\u1ed1 kh\u00e1c mua h\u00e0ng d\u1ef1a tr\u00ean s\u1ef1 ti\u1ec7n l\u1ee3i, ch\u1eb3ng h\u1ea1n nh\u01b0 l\u1ef1a ch\u1ecdn \u0111\u1ea1i l\u00fd \u00f4 t\u00f4 g\u1ea7n n\u01a1i h\u1ecd s\u1ed1ng.<\/p>\n\n\n\n

\u2013 S\u1ef1 ki\u1ec7n mua s\u1eafm:<\/strong> Ph\u00e2n kh\u00fac theo s\u1ef1 ki\u1ec7n t\u1eadp trung v\u00e0o c\u00e1ch h\u00e0nh vi mua h\u00e0ng thay \u0111\u1ed5i theo t\u1eebng ho\u00e0n c\u1ea3nh ho\u1eb7c d\u1ecbp c\u1ee5 th\u1ec3. V\u00ed d\u1ee5, c\u00e1c nh\u00e0 s\u1ea3n xu\u1ea5t \u00f4 t\u00f4 c\u00f3 th\u1ec3 nh\u1eafm \u0111\u1ebfn nh\u1eefng b\u1eadc ph\u1ee5 huynh tr\u1ebb tu\u1ed5i \u0111ang t\u00ecm ki\u1ebfm m\u1ed9t chi\u1ebfc xe gia \u0111\u00ecnh an to\u00e0n v\u00e0 ti\u1ec7n nghi, ho\u1eb7c h\u01b0\u1edbng \u0111\u1ebfn nh\u1eefng ng\u01b0\u1eddi m\u1edbi t\u1ed1t nghi\u1ec7p \u0111ang c\u00f3 nhu c\u1ea7u mua chi\u1ebfc xe \u0111\u1ea7u ti\u00ean cho c\u00f4ng vi\u1ec7c c\u1ee7a h\u1ecd.<\/p>\n\n\n\n

Vi\u1ec7c ph\u00e2n t\u00edch c\u00e1c m\u00f4 h\u00ecnh h\u00e0nh vi c\u1ee7a kh\u00e1ch h\u00e0ng gi\u00fap doanh nghi\u1ec7p d\u1ef1 \u0111o\u00e1n nhu c\u1ea7u trong t\u01b0\u01a1ng lai, t\u1eeb \u0111\u00f3 \u0111i\u1ec1u ch\u1ec9nh chi\u1ebfn l\u01b0\u1ee3c kinh doanh v\u00e0 cung c\u1ea5p s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5 \u0111\u00e1p \u1ee9ng \u0111\u00fang mong \u0111\u1ee3i c\u1ee7a h\u1ecd. Nh\u1edd \u0111\u00f3, doanh nghi\u1ec7p kh\u00f4ng ch\u1ec9 t\u1ed1i \u01b0u h\u00f3a hi\u1ec7u qu\u1ea3 ti\u1ebfp th\u1ecb m\u00e0 c\u00f2n vun \u0111\u1eafp m\u1ed1i quan h\u1ec7 kh\u00e1ch h\u00e0ng v\u1ec1 l\u00e2u d\u00e0i.<\/p>\n\n\n\n

4.4 Ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng theo \u0111\u1eb7c \u0111i\u1ec3m t\u00e2m l\u00fd<\/strong><\/h3>\n\n\n\n

Ch\u00fang ta c\u00f3 th\u1ec3 \u0111\u1ecbnh ngh\u0129a ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng theo t\u00e2m l\u00fd l\u00e0 ph\u01b0\u01a1ng ph\u00e1p chia nh\u00f3m kh\u00e1ch h\u00e0ng d\u1ef1a tr\u00ean c\u00e1c y\u1ebfu t\u1ed1 nh\u01b0 l\u1ed1i s\u1ed1ng, gi\u00e1 tr\u1ecb, ni\u1ec1m tin, th\u00e1i \u0111\u1ed9 v\u00e0 s\u1edf th\u00edch c\u00e1 nh\u00e2n. \u0110\u00e2y l\u00e0 c\u00e1ch ti\u1ebfp c\u1eadn gi\u00fap doanh nghi\u1ec7p hi\u1ec3u s\u00e2u h\u01a1n v\u1ec1 \u0111\u1ed9ng l\u1ef1c mua s\u1eafm c\u1ee7a kh\u00e1ch h\u00e0ng, t\u1eeb \u0111\u00f3 c\u00e1 nh\u00e2n h\u00f3a c\u00e1c chi\u1ebfn l\u01b0\u1ee3c ti\u1ebfp th\u1ecb m\u1ed9t c\u00e1ch ph\u00f9 h\u1ee3p.<\/p>\n\n\n\n

V\u00ed d\u1ee5, m\u1ed9t c\u00f4ng ty b\u00e1n thi\u1ebft b\u1ecb v\u00e0 trang ph\u1ee5c d\u00e3 ngo\u1ea1i th\u1ef1c hi\u1ec7n ph\u00e2n kh\u00fac theo c\u00e1c y\u1ebfu t\u1ed1 t\u00e2m l\u00fd nh\u01b0 sau:<\/p>\n\n\n\n

\u2013 Phong c\u00e1ch s\u1ed1ng:<\/strong> L\u1ed1i s\u1ed1ng l\u00e0 m\u1ed9t trong nh\u1eefng y\u1ebfu t\u1ed1 t\u00e1c \u0111\u1ed9ng m\u1ea1nh m\u1ebd nh\u1ea5t \u0111\u1ebfn quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng. Nh\u1eefng kh\u00e1ch h\u00e0ng c\u00f3 l\u1ed1i s\u1ed1ng n\u0103ng \u0111\u1ed9ng, y\u00eau th\u00edch ho\u1ea1t \u0111\u1ed9ng ngo\u00e0i tr\u1eddi s\u1ebd nhi\u1ec1u kh\u1ea3 n\u0103ng mua s\u1ea3n ph\u1ea9m c\u1ee7a c\u00f4ng ty. Theo \u0111\u00f3, c\u00f4ng ty c\u00f3 th\u1ec3 nh\u1eafm m\u1ee5c ti\u00eau \u0111\u1ebfn nh\u00f3m kh\u00e1ch h\u00e0ng \u0111am m\u00ea leo n\u00fai, c\u1eafm tr\u1ea1i ho\u1eb7c th\u00e1m hi\u1ec3m, v\u00e0 \u0111i\u1ec1u ch\u1ec9nh th\u00f4ng \u0111i\u1ec7p ti\u1ebfp th\u1ecb \u0111\u1ec3 thu h\u00fat h\u1ecd.<\/p>\n\n\n\n

\u2013 Th\u00e1i \u0111\u1ed9 v\u00e0 gi\u00e1 tr\u1ecb: <\/strong>Nh\u1eefng gi\u00e1 tr\u1ecb m\u00e0 kh\u00e1ch h\u00e0ng coi tr\u1ecdng s\u1ebd t\u00e1c \u0111\u1ed9ng tr\u1ef1c ti\u1ebfp \u0111\u1ebfn quy\u1ebft \u0111\u1ecbnh l\u1ef1a ch\u1ecdn th\u01b0\u01a1ng hi\u1ec7u. Ch\u1eb3ng h\u1ea1n, n\u1ebfu kh\u00e1ch h\u00e0ng \u0111\u1ec1 cao t\u00ednh b\u1ec1n v\u1eefng v\u00e0 b\u1ea3o v\u1ec7 m\u00f4i tr\u01b0\u1eddng, doanh nghi\u1ec7p c\u00f3 th\u1ec3 \u0111i\u1ec1u ch\u1ec9nh chi\u1ebfn l\u01b0\u1ee3c ti\u1ebfp th\u1ecb \u0111\u1ec3 nh\u1ea5n m\u1ea1nh cam k\u1ebft c\u1ee7a m\u00ecnh \u0111\u1ed1i v\u1edbi c\u00e1c v\u1eadt li\u1ec7u th\u00e2n thi\u1ec7n v\u1edbi m\u00f4i tr\u01b0\u1eddng ho\u1eb7c \u00e1p d\u1ee5ng quy tr\u00ecnh s\u1ea3n xu\u1ea5t xanh.<\/p>\n\n\n\n

\u2013 \u0110\u1eb7c \u0111i\u1ec3m t\u00ednh c\u00e1ch:<\/strong> Gi\u1ea3 s\u1eed, c\u00f4ng ty b\u00e1n \u0111\u1ed3 d\u00e3 ngo\u1ea1i x\u00e1c \u0111\u1ecbnh hai nh\u00f3m kh\u00e1ch h\u00e0ng ch\u00ednh: nh\u00f3m y\u00eau th\u00edch c\u1ea3m gi\u00e1c m\u1ea1nh v\u00e0 nh\u00f3m \u0111am m\u00ea thi\u00ean nhi\u00ean. \u0110\u1ed1i v\u1edbi nh\u00f3m th\u00edch phi\u00eau l\u01b0u, th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3 t\u1ea1o ra nh\u1eefng chi\u1ebfn d\u1ecbch qu\u1ea3ng b\u00e1 kh\u01a1i g\u1ee3i tinh th\u1ea7n kh\u00e1m ph\u00e1, trong khi nh\u00f3m y\u00eau thi\u00ean nhi\u00ean c\u00f3 th\u1ec3 b\u1ecb thu h\u00fat b\u1edfi th\u00f4ng \u0111i\u1ec7p xoay quanh v\u1ebb \u0111\u1eb9p k\u1ef3 di\u1ec7u c\u1ee7a th\u1ebf gi\u1edbi t\u1ef1 nhi\u00ean.<\/p>\n\n\n\n

\u2013 S\u1edf th\u00edch v\u00e0 th\u00fa vui: <\/strong>S\u1edf th\u00edch c\u00e1 nh\u00e2n c\u0169ng l\u00e0 m\u1ea5u ch\u1ed1t th\u00fac \u0111\u1ea9y quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng. V\u00ed d\u1ee5, n\u1ebfu nh\u1eadn th\u1ea5y ng\u00e0y c\u00e0ng nhi\u1ec1u kh\u00e1ch h\u00e0ng quan t\u00e2m \u0111\u1ebfn th\u1ec3 thao d\u01b0\u1edbi n\u01b0\u1edbc, c\u00f4ng ty c\u00f3 th\u1ec3 m\u1edf r\u1ed9ng danh m\u1ee5c s\u1ea3n ph\u1ea9m v\u1edbi c\u00e1c thi\u1ebft b\u1ecb chuy\u00ean d\u1ee5ng ho\u1eb7c ra m\u1eaft d\u00f2ng s\u1ea3n ph\u1ea9m m\u1edbi ph\u00f9 h\u1ee3p v\u1edbi nh\u00f3m kh\u00e1ch h\u00e0ng n\u00e0y.<\/p>\n\n\n\n

Ph\u00e2n kh\u00fac t\u00e2m l\u00fd gi\u00fap doanh nghi\u1ec7p t\u1ea1o ra c\u00e1c qu\u1ea3ng c\u00e1o c\u00f3 m\u1ee5c ti\u00eau ph\u00f9 h\u1ee3p v\u1edbi gi\u00e1 tr\u1ecb v\u00e0 \u0111\u1ed9ng l\u1ef1c c\u1ee7a kh\u00e1ch h\u00e0ng, \u0111\u1ed3ng th\u1eddi t\u0103ng c\u01a1 h\u1ed9i thu h\u00fat s\u1ef1 ch\u00fa \u00fd c\u1ee7a h\u1ecd. Ph\u00e2n t\u00edch th\u00f4ng tin t\u00e2m l\u00fd c\u0169ng c\u00f3 th\u1ec3 gi\u00fap th\u01b0\u01a1ng hi\u1ec7u hi\u1ec3u kh\u00e1ch h\u00e0ng \u1edf c\u1ea5p \u0111\u1ed9 s\u00e2u h\u01a1n ngo\u00e0i th\u00f4ng tin nh\u00e2n kh\u1ea9u h\u1ecdc \u0111\u01a1n gi\u1ea3n. B\u1eb1ng c\u00e1ch t\u1ea1o ra ch\u00e2n dung ng\u01b0\u1eddi mua chi ti\u1ebft, th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3 t\u1ea1o ra giao ti\u1ebfp hi\u1ec7u qu\u1ea3 h\u01a1n v\u00e0 th\u00fac \u0111\u1ea9y s\u1ef1 t\u01b0\u01a1ng t\u00e1c c\u1ee7a kh\u00e1ch h\u00e0ng.<\/p>\n\n\n\n

4.5 Ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng theo \u0111\u1eb7c \u0111i\u1ec3m c\u00f4ng ty<\/strong><\/h3>\n\n\n\n

Ph\u00e2n kh\u00fac theo \u0111\u1eb7c \u0111i\u1ec3m c\u00f4ng ty t\u1eadp trung v\u00e0o c\u00e1c y\u1ebfu t\u1ed1 nh\u01b0 ng\u00e0nh, quy m\u00f4 ho\u1ea1t \u0111\u1ed9ng, v\u1ecb tr\u00ed \u0111\u1ecba l\u00fd v\u00e0 doanh thu c\u1ee7a t\u1ed5 ch\u1ee9c. Trong l\u0129nh v\u1ef1c B2B<\/a>, ph\u01b0\u01a1ng ph\u00e1p ph\u00e2n kh\u00fac n\u00e0y \u0111\u1eb7c bi\u1ec7t c\u1ea7n thi\u1ebft v\u00ec n\u00f3 gi\u00fap nh\u1eadn di\u1ec7n s\u1ef1 kh\u00e1c bi\u1ec7t trong nhu c\u1ea7u c\u1ee7a kh\u00e1ch h\u00e0ng d\u1ef1a tr\u00ean \u0111\u1eb7c \u0111i\u1ec3m c\u1ee7a c\u00f4ng ty m\u00e0 h\u1ecd \u0111\u1ea1i di\u1ec7n.<\/p>\n\n\n\n

V\u00ed d\u1ee5, m\u1ed9t nh\u00e0 cung c\u1ea5p ph\u1ea7n m\u1ec1m CRM c\u00f3 th\u1ec3 \u00e1p d\u1ee5ng ph\u00e2n kh\u00fac theo \u0111\u1eb7c \u0111i\u1ec3m c\u00f4ng ty nh\u01b0 sau:<\/p>\n\n\n\n

\u2013 Ng\u00e0nh:<\/strong> Ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng B2B theo ng\u00e0nh ngh\u1ec1 l\u00e0 y\u1ebfu t\u1ed1 then ch\u1ed1t, v\u00ec m\u1ed7i ng\u00e0nh c\u00f3 nh\u1eefng y\u00eau c\u1ea7u, th\u00e1ch th\u1ee9c v\u00e0 quy \u0111\u1ecbnh ri\u00eang. Ch\u1eb3ng h\u1ea1n, m\u1ed9t nh\u00e0 cung c\u1ea5p CRM d\u00e0nh cho l\u0129nh v\u1ef1c ch\u0103m s\u00f3c s\u1ee9c kh\u1ecfe c\u00f3 th\u1ec3 ph\u00e1t tri\u1ec3n c\u00e1c t\u00ednh n\u0103ng chuy\u00ean bi\u1ec7t, ch\u1eb3ng h\u1ea1n nh\u01b0 t\u00edch h\u1ee3p h\u1ec7 th\u1ed1ng qu\u1ea3n l\u00fd h\u1ed3 s\u01a1 b\u1ec7nh \u00e1n ho\u1eb7c c\u00e1c c\u00f4ng c\u1ee5 h\u1ed7 tr\u1ee3 tu\u00e2n th\u1ee7 quy \u0111\u1ecbnh y t\u1ebf. \u0110i\u1ec1u n\u00e0y gi\u00fap s\u1ea3n ph\u1ea9m c\u1ee7a h\u1ecd \u0111\u00e1p \u1ee9ng t\u1ed1t h\u01a1n nhu c\u1ea7u c\u1ee7a b\u1ec7nh vi\u1ec7n, ph\u00f2ng kh\u00e1m v\u00e0 c\u00e1c c\u01a1 s\u1edf y t\u1ebf kh\u00e1c.<\/p>\n\n\n\n

\u2013 Quy m\u00f4 ho\u1ea1t \u0111\u1ed9ng:<\/strong> C\u00e1c doanh nghi\u1ec7p c\u00f3 quy m\u00f4 kh\u00e1c nhau s\u1ebd c\u00f3 nhu c\u1ea7u, ng\u00e2n s\u00e1ch v\u00e0 kh\u1ea3 n\u0103ng m\u1edf r\u1ed9ng kh\u00e1c nhau. D\u1ef1a tr\u00ean th\u00f4ng tin n\u00e0y, nh\u00e0 cung c\u1ea5p CRM c\u00f3 th\u1ec3 thi\u1ebft k\u1ebf c\u00e1c g\u00f3i d\u1ecbch v\u1ee5 ph\u00f9 h\u1ee3p v\u1edbi t\u1eebng nh\u00f3m kh\u00e1ch h\u00e0ng. V\u00ed d\u1ee5, c\u00e1c doanh nghi\u1ec7p l\u1edbn c\u00f3 th\u1ec3 c\u1ea7n nh\u1eefng t\u00ednh n\u0103ng n\u00e2ng cao nh\u01b0 h\u1ec7 th\u1ed1ng b\u00e1o c\u00e1o chi ti\u1ebft ho\u1eb7c t\u00edch h\u1ee3p qua c\u1ed5ng API, trong khi c\u00e1c doanh nghi\u1ec7p nh\u1ecf c\u00f3 th\u1ec3 quan t\u00e2m \u0111\u1ebfn c\u00e1c g\u00f3i gi\u00e1 h\u1ee3p l\u00fd v\u1edbi t\u00ednh n\u0103ng c\u01a1 b\u1ea3n v\u00e0 tri\u1ec3n khai nhanh ch\u00f3ng.<\/p>\n\n\n\n

\u2013 V\u1ecb tr\u00ed \u0111\u1ecba l\u00fd:<\/strong> Ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng d\u1ef1a tr\u00ean v\u1ecb tr\u00ed \u0111\u1ecba l\u00fd gi\u00fap doanh nghi\u1ec7p B2B \u0111i\u1ec1u ch\u1ec9nh s\u1ea3n ph\u1ea9m v\u00e0 chi\u1ebfn l\u01b0\u1ee3c ti\u1ebfp th\u1ecb ph\u00f9 h\u1ee3p v\u1edbi \u0111\u1eb7c th\u00f9 \u0111\u1ecba ph\u01b0\u01a1ng. C\u00e1c quy \u0111\u1ecbnh ph\u00e1p l\u00fd, t\u1eadp qu\u00e1n kinh doanh v\u00e0 y\u1ebfu t\u1ed1 v\u0103n h\u00f3a c\u00f3 th\u1ec3 \u1ea3nh h\u01b0\u1edfng \u0111\u00e1ng k\u1ec3 \u0111\u1ebfn c\u00e1ch m\u1ed9t c\u00f4ng ty l\u1ef1a ch\u1ecdn ph\u1ea7n m\u1ec1m CRM<\/a>. Ngo\u00e0i ra, vi\u1ec7c cung c\u1ea5p giao di\u1ec7n v\u00e0 d\u1ecbch v\u1ee5 h\u1ed7 tr\u1ee3 b\u1eb1ng ng\u00f4n ng\u1eef b\u1ea3n \u0111\u1ecba c\u00f3 th\u1ec3 l\u00e0 m\u1ed9t l\u1ee3i th\u1ebf l\u1edbn khi m\u1edf r\u1ed9ng th\u1ecb tr\u01b0\u1eddng qu\u1ed1c t\u1ebf.<\/p>\n\n\n\n

\u2013 Y\u1ebfu t\u1ed1 t\u00e0i ch\u00ednh:<\/strong> Xem x\u00e9t c\u00e1c ch\u1ec9 s\u1ed1 t\u00e0i ch\u00ednh nh\u01b0 doanh thu \u0111\u1ecbnh k\u1ef3 gi\u00fap nh\u00e0 cung c\u1ea5p CRM \u0111\u00e1nh gi\u00e1 m\u1ee9c \u0111\u1ed9 \u01b0u ti\u00ean c\u1ee7a t\u1eebng kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng. V\u00ed d\u1ee5, v\u1edbi c\u00e1c doanh nghi\u1ec7p c\u00f3 doanh thu cao, c\u00f4ng ty c\u00f3 th\u1ec3 \u0111\u1ec1 xu\u1ea5t c\u00e1c g\u00f3i d\u1ecbch v\u1ee5 cao c\u1ea5p h\u01a1n, nh\u01b0 \u0111\u00e0o t\u1ea1o 1:1 ho\u1eb7c h\u1ed7 tr\u1ee3 k\u1ef9 thu\u1eadt 24\/7 .<\/p>\n\n\n\n

Ph\u00e2n kh\u00fac theo \u0111\u1eb7c \u0111i\u1ec3m c\u00f4ng ty gi\u00fap doanh nghi\u1ec7p B2B x\u00e1c \u0111\u1ecbnh v\u00e0 \u01b0u ti\u00ean c\u00e1c chi\u1ebfn l\u01b0\u1ee3c ti\u1ebfp c\u1eadn kh\u00e1ch h\u00e0ng, ch\u1eb3ng h\u1ea1n nh\u01b0 ti\u1ebfp th\u1ecb qua email hay ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m ph\u00f9 h\u1ee3p v\u1edbi t\u1eebng ph\u00e2n kh\u00fac, t\u1eeb \u0111\u00f3 c\u1ea3i thi\u1ec7n t\u1ef7 l\u1ec7 chuy\u1ec3n \u0111\u1ed5i v\u00e0 t\u1ed1i \u0111a h\u00f3a c\u01a1 h\u1ed9i kinh doanh.<\/p>\n\n\n

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\"Ph\u00e2n<\/figure><\/div>\n\n\n

5. Quy tr\u00ecnh 5 b\u01b0\u1edbc ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng<\/strong><\/h2>\n\n\n\n

\u0110\u1ec3 th\u1ef1c hi\u1ec7n vi\u1ec7c ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng, doanh nghi\u1ec7p c\u00f3 th\u1ec3 \u00e1p d\u1ee5ng 5 b\u01b0\u1edbc sau \u0111\u00e2y:<\/p>\n\n\n\n

B\u01b0\u1edbc 1: X\u00e1c \u0111\u1ecbnh th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau c\u1ee7a doanh nghi\u1ec7p<\/strong><\/h3>\n\n\n\n

Tr\u01b0\u1edbc ti\u00ean, doanh nghi\u1ec7p c\u1ea7n x\u00e1c \u0111\u1ecbnh r\u00f5 th\u1ecb tr\u01b0\u1eddng m\u00e0 m\u00ecnh mu\u1ed1n h\u01b0\u1edbng \u0111\u1ebfn. \u0110\u1ec3 l\u00e0m \u0111\u01b0\u1ee3c \u0111i\u1ec1u n\u00e0y, doanh nghi\u1ec7p ph\u1ea3i ph\u00e1c th\u1ea3o c\u1ee5 th\u1ec3 c\u00e1c \u0111\u1eb7c \u0111i\u1ec3m c\u1ee7a th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau, \u0111\u1ea3m b\u1ea3o ph\u1ea1m vi kh\u00f4ng qu\u00e1 r\u1ed9ng m\u00e0 thay v\u00e0o \u0111\u00f3 t\u1eadp trung v\u00e0o nh\u1eefng y\u1ebfu t\u1ed1 c\u1ed1t l\u00f5i.<\/p>\n\n\n\n

Vi\u1ec7c tr\u1ea3 l\u1eddi c\u00e1c c\u00e2u h\u1ecfi d\u01b0\u1edbi \u0111\u00e2y s\u1ebd gi\u00fap doanh nghi\u1ec7p nh\u1eadn di\u1ec7n th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau m\u1ed9t c\u00e1ch ch\u00ednh x\u00e1c h\u01a1n:<\/p>\n\n\n\n