{"id":18567,"date":"2025-07-01T10:58:10","date_gmt":"2025-07-01T03:58:10","guid":{"rendered":"https:\/\/base.vn\/blog\/?p=18567"},"modified":"2025-09-06T09:14:18","modified_gmt":"2025-09-06T02:14:18","slug":"thi-phan-la-gi","status":"publish","type":"post","link":"https:\/\/base.vn\/blog\/thi-phan-la-gi\/","title":{"rendered":"Th\u1ecb ph\u1ea7n l\u00e0 g\u00ec? T\u1ea7m quan tr\u1ecdng v\u1edbi s\u1ef1 ph\u00e1t tri\u1ec3n doanh nghi\u1ec7p"},"content":{"rendered":"\n<p>Trong m\u00f4i tr\u01b0\u1eddng kinh doanh c\u1ea1nh tranh kh\u1ed1c li\u1ec7t, <strong>th\u1ecb ph\u1ea7n<\/strong> kh\u00f4ng ch\u1ec9 l\u00e0 con s\u1ed1 \u2013 m\u00e0 l\u00e0 th\u01b0\u1edbc \u0111o s\u1ee9c m\u1ea1nh v\u00e0 v\u1ecb th\u1ebf c\u1ee7a doanh nghi\u1ec7p tr\u00ean th\u1ecb tr\u01b0\u1eddng. Hi\u1ec3u r\u00f5 <strong>th\u1ecb ph\u1ea7n l\u00e0 g\u00ec<\/strong> v\u00e0 c\u00e1ch m\u1edf r\u1ed9ng n\u00f3 ch\u00ednh l\u00e0 ch\u00eca kh\u00f3a gi\u00fap doanh nghi\u1ec7p t\u0103ng tr\u01b0\u1edfng b\u1ec1n v\u1eefng v\u00e0 v\u01b0\u01a1n l\u00ean d\u1eabn \u0111\u1ea7u. C\u00f9ng <a href=\"https:\/\/base.vn\/?utm_source=base-blog&amp;utm_content=base.vn\/thi-phan-la-gi\/\" target=\"_blank\" rel=\"noreferrer noopener\">Base.vn<\/a> kh\u00e1m ph\u00e1 vai tr\u00f2 chi\u1ebfn l\u01b0\u1ee3c c\u1ee7a ch\u1ec9 s\u1ed1 n\u00e0y trong b\u00e0i vi\u1ebft d\u01b0\u1edbi \u0111\u00e2y.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-1-th\u1ecb-ph\u1ea7n-la-gi\">1. Th\u1ecb ph\u1ea7n l\u00e0 g\u00ec?<\/h2>\n\n\n\n<p><strong>Th\u1ecb ph\u1ea7n (<em>Market Share<\/em>)<\/strong> l\u00e0 m\u1ed9t ch\u1ec9 s\u1ed1 quan tr\u1ecdng ph\u1ea3n \u00e1nh t\u1ef7 l\u1ec7 doanh thu ho\u1eb7c s\u1ea3n l\u01b0\u1ee3ng b\u00e1n ra c\u1ee7a m\u1ed9t doanh nghi\u1ec7p so v\u1edbi t\u1ed5ng doanh thu ho\u1eb7c t\u1ed5ng s\u1ea3n l\u01b0\u1ee3ng c\u1ee7a to\u00e0n b\u1ed9 th\u1ecb tr\u01b0\u1eddng. \u0110\u00e2y l\u00e0 m\u1ed9t trong nh\u1eefng th\u01b0\u1edbc \u0111o quan tr\u1ecdng gi\u00fap doanh nghi\u1ec7p \u0111\u00e1nh gi\u00e1 v\u1ecb th\u1ebf c\u1ea1nh tranh c\u1ee7a m\u00ecnh trong ng\u00e0nh v\u00e0 \u0111\u01b0a ra c\u00e1c <a href=\"https:\/\/base.vn\/blog\/chien-luoc-la-gi\/\" target=\"_blank\" rel=\"noreferrer noopener\">chi\u1ebfn l\u01b0\u1ee3c<\/a> ph\u00e1t tri\u1ec3n ph\u00f9 h\u1ee3p.<\/p>\n\n\n\n<p>Gi\u1ea3 s\u1eed trong l\u0129nh v\u1ef1c th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed t\u1ea1i Vi\u1ec7t Nam, t\u1ed5ng doanh thu ng\u00e0nh n\u0103m 2024 \u0111\u1ea1t 100.000 t\u1ef7 VND. Trong \u0111\u00f3:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Shopee \u0111\u1ea1t doanh thu 40.000 t\u1ef7 VND, chi\u1ebfm 40% th\u1ecb ph\u1ea7n.<\/li>\n\n\n\n<li>Lazada thu v\u1ec1 25.000 t\u1ef7 VND, t\u01b0\u01a1ng \u0111\u01b0\u01a1ng 25% th\u1ecb ph\u1ea7n.<\/li>\n\n\n\n<li>Tiki \u0111\u1ea1t 15.000 t\u1ef7 VND, chi\u1ebfm 15% th\u1ecb ph\u1ea7n.<\/li>\n\n\n\n<li>C\u00e1c n\u1ec1n t\u1ea3ng kh\u00e1c chi\u1ebfm 20% c\u00f2n l\u1ea1i.<\/li>\n<\/ul>\n\n\n\n<p>Nh\u01b0 v\u1eady, Shopee \u0111ang d\u1eabn \u0111\u1ea7u th\u1ecb tr\u01b0\u1eddng v\u1edbi 40% th\u1ecb ph\u1ea7n, cho th\u1ea5y m\u1ee9c \u0111\u1ed9 ki\u1ec3m so\u00e1t c\u1ee7a h\u1ecd trong ng\u00e0nh th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed. Trong khi \u0111\u00f3, Tiki v\u1edbi 15% th\u1ecb ph\u1ea7n c\u1ea7n \u0111\u1ea9y m\u1ea1nh chi\u1ebfn l\u01b0\u1ee3c c\u1ea1nh tranh \u0111\u1ec3 m\u1edf r\u1ed9ng quy m\u00f4 v\u00e0 gia t\u0103ng s\u1ee9c \u1ea3nh h\u01b0\u1edfng.<\/p>\n\n\n\n<p>Th\u1ecb ph\u1ea7n kh\u00f4ng ch\u1ec9 ph\u1ea3n \u00e1nh s\u1ef1 hi\u1ec7n di\u1ec7n c\u1ee7a doanh nghi\u1ec7p trong ng\u00e0nh m\u00e0 c\u00f2n \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn c\u00e1c quy\u1ebft \u0111\u1ecbnh \u0111\u1ea7u t\u01b0, chi\u1ebfn l\u01b0\u1ee3c m\u1edf r\u1ed9ng v\u00e0 kh\u1ea3 n\u0103ng duy tr\u00ec l\u1ee3i nhu\u1eadn. Ch\u00ednh v\u00ec v\u1eady, vi\u1ec7c theo d\u00f5i v\u00e0 t\u1ed1i \u01b0u h\u00f3a th\u1ecb ph\u1ea7n lu\u00f4n l\u00e0 m\u1ed9t \u01b0u ti\u00ean h\u00e0ng \u0111\u1ea7u \u0111\u1ed1i v\u1edbi c\u00e1c nh\u00e0 qu\u1ea3n tr\u1ecb doanh nghi\u1ec7p.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/base.vn\/wp-content\/uploads\/2025\/07\/thi-phan-la-gi-1024x576.webp\" alt=\"Th\u1ecb ph\u1ea7n l\u00e0 g\u00ec\" class=\"wp-image-18581\" srcset=\"https:\/\/base.vn\/wp-content\/uploads\/2025\/07\/thi-phan-la-gi-1024x576.webp 1024w, https:\/\/base.vn\/wp-content\/uploads\/2025\/07\/thi-phan-la-gi-300x169.webp 300w, https:\/\/base.vn\/wp-content\/uploads\/2025\/07\/thi-phan-la-gi-768x432.webp 768w, https:\/\/base.vn\/wp-content\/uploads\/2025\/07\/thi-phan-la-gi-1536x864.webp 1536w, https:\/\/base.vn\/wp-content\/uploads\/2025\/07\/thi-phan-la-gi.webp 1920w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n<h2 class=\"wp-block-heading\" id=\"h-2-y-nghia-c\u1ee7a-th\u1ecb-ph\u1ea7n-trong-kinh-doanh-nbsp\">2. \u00dd ngh\u0129a c\u1ee7a th\u1ecb ph\u1ea7n trong kinh doanh&nbsp;<\/h2>\n\n\n\n<p>Tr\u01b0\u1edbc khi \u0111i v\u00e0o c\u00e1c ph\u01b0\u01a1ng ph\u00e1p t\u00ednh to\u00e1n, \u0111i\u1ec1u quan tr\u1ecdng l\u00e0 ph\u1ea3i hi\u1ec3u th\u1ecb ph\u1ea7n \u0111\u00f3ng vai tr\u00f2 g\u00ec trong ho\u1ea1t \u0111\u1ed9ng kinh doanh. D\u01b0\u1edbi \u0111\u00e2y l\u00e0 ba kh\u00eda c\u1ea1nh quan tr\u1ecdng m\u00e0 th\u1ecb ph\u1ea7n \u1ea3nh h\u01b0\u1edfng tr\u1ef1c ti\u1ebfp \u0111\u1ebfn s\u1ef1 ph\u00e1t tri\u1ec3n c\u1ee7a doanh nghi\u1ec7p:<\/p>\n\n\n\n<p><strong>Th\u1ec3 hi\u1ec7n n\u0103ng l\u1ef1c c\u1ea1nh tranh c\u1ee7a doanh nghi\u1ec7p<\/strong><\/p>\n\n\n\n<p>Doanh nghi\u1ec7p c\u00f3 th\u1ecb ph\u1ea7n l\u1edbn th\u01b0\u1eddng s\u1edf h\u1eefu nh\u1eefng l\u1ee3i th\u1ebf nh\u1ea5t \u0111\u1ecbnh v\u1ec1 s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 ho\u1eb7c chi\u1ebfn l\u01b0\u1ee3c kinh doanh. Khi chi\u1ebfm \u0111\u01b0\u1ee3c t\u1ef7 l\u1ec7 th\u1ecb ph\u1ea7n cao, doanh nghi\u1ec7p c\u00f3 th\u1ec3 kh\u1eb3ng \u0111\u1ecbnh s\u1ef1 tin c\u1eady \u0111\u1ed1i v\u1edbi kh\u00e1ch h\u00e0ng v\u00e0 t\u1ea1o ra m\u1ed9t h\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u v\u1eefng ch\u1eafc.<\/p>\n\n\n\n<p>B\u00ean c\u1ea1nh \u0111\u00f3, kh\u1ea3 n\u0103ng duy tr\u00ec th\u1ecb ph\u1ea7n \u1ed5n \u0111\u1ecbnh c\u0169ng cho th\u1ea5y doanh nghi\u1ec7p c\u00f3 t\u01b0 duy qu\u1ea3n l\u00fd hi\u1ec7u qu\u1ea3, \u0111\u00e1p \u1ee9ng t\u1ed1t nhu c\u1ea7u c\u1ee7a th\u1ecb tr\u01b0\u1eddng. Vi\u1ec7c th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ecb ph\u1ea7n cao s\u1ebd d\u1ec5 d\u00e0ng ti\u1ebfp c\u1eadn kh\u00e1ch h\u00e0ng m\u1edbi v\u00e0 gia t\u0103ng m\u1ee9c \u0111\u1ed9 trung th\u00e0nh c\u1ee7a kh\u00e1ch h\u00e0ng hi\u1ec7n t\u1ea1i.<\/p>\n\n\n\n<p><strong>Gi\u00fap x\u00e1c \u0111\u1ecbnh t\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng<\/strong><\/p>\n\n\n\n<p>Th\u1ecb ph\u1ea7n kh\u00f4ng ch\u1ec9 th\u1ec3 hi\u1ec7n quy m\u00f4 hi\u1ec7n t\u1ea1i m\u00e0 c\u00f2n l\u00e0 th\u01b0\u1edbc \u0111o cho t\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng c\u1ee7a doanh nghi\u1ec7p. N\u1ebfu th\u1ecb ph\u1ea7n t\u0103ng theo th\u1eddi gian, \u0111i\u1ec1u \u0111\u00f3 cho th\u1ea5y doanh nghi\u1ec7p \u0111ang m\u1edf r\u1ed9ng v\u00e0 chi\u1ebfm l\u0129nh th\u1ecb tr\u01b0\u1eddng t\u1ed1t h\u01a1n. \u0110\u00e2y l\u00e0 d\u1ea5u hi\u1ec7u t\u00edch c\u1ef1c, ch\u1ee9ng minh r\u1eb1ng c\u00e1c chi\u1ebfn l\u01b0\u1ee3c kinh doanh v\u00e0 ti\u1ebfp th\u1ecb \u0111ang \u0111i \u0111\u00fang h\u01b0\u1edbng.<\/p>\n\n\n\n<p>Ng\u01b0\u1ee3c l\u1ea1i, n\u1ebfu th\u1ecb ph\u1ea7n gi\u1ea3m, \u0111\u00f3 c\u00f3 th\u1ec3 l\u00e0 d\u1ea5u hi\u1ec7u cho th\u1ea5y doanh nghi\u1ec7p \u0111ang m\u1ea5t d\u1ea7n l\u1ee3i th\u1ebf c\u1ea1nh tranh. \u0110i\u1ec1u n\u00e0y \u0111\u00f2i h\u1ecfi doanh nghi\u1ec7p ph\u1ea3i xem x\u00e9t l\u1ea1i m\u00f4 h\u00ecnh kinh doanh, chi\u1ebfn l\u01b0\u1ee3c marketing ho\u1eb7c ch\u1ea5t l\u01b0\u1ee3ng s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5 \u0111\u1ec3 \u0111i\u1ec1u ch\u1ec9nh k\u1ecbp th\u1eddi.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/base.vn\/wp-content\/uploads\/2025\/07\/y-nghia-cua-thi-phan-1024x576.webp\" alt=\"\u00dd ngh\u0129a c\u1ee7a th\u1ecb ph\u1ea7n trong kinh doanh\" class=\"wp-image-18583\" srcset=\"https:\/\/base.vn\/wp-content\/uploads\/2025\/07\/y-nghia-cua-thi-phan-1024x576.webp 1024w, https:\/\/base.vn\/wp-content\/uploads\/2025\/07\/y-nghia-cua-thi-phan-300x169.webp 300w, https:\/\/base.vn\/wp-content\/uploads\/2025\/07\/y-nghia-cua-thi-phan-768x432.webp 768w, https:\/\/base.vn\/wp-content\/uploads\/2025\/07\/y-nghia-cua-thi-phan-1536x864.webp 1536w, https:\/\/base.vn\/wp-content\/uploads\/2025\/07\/y-nghia-cua-thi-phan.webp 1920w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n<p><strong>L\u00e0 c\u01a1 s\u1edf \u0111\u1ec3 x\u00e2y d\u1ef1ng ngu\u1ed3n l\u1ef1c v\u00e0 ph\u00e1t tri\u1ec3n doanh nghi\u1ec7p<\/strong><\/p>\n\n\n\n<p>Th\u1ecb ph\u1ea7n l\u1edbn gi\u00fap doanh nghi\u1ec7p thu h\u00fat \u0111\u1ea7u t\u01b0, m\u1edf r\u1ed9ng quy m\u00f4 v\u00e0 ph\u00e1t tri\u1ec3n b\u1ec1n v\u1eefng. C\u00e1c nh\u00e0 \u0111\u1ea7u t\u01b0 th\u01b0\u1eddng \u01b0u ti\u00ean nh\u1eefng doanh nghi\u1ec7p c\u00f3 th\u1ecb ph\u1ea7n cao v\u00ec \u0111\u00e2y l\u00e0 d\u1ea5u hi\u1ec7u c\u1ee7a s\u1ef1 \u1ed5n \u0111\u1ecbnh v\u00e0 ti\u1ec1m n\u0103ng t\u0103ng tr\u01b0\u1edfng.<\/p>\n\n\n\n<p>Ngo\u00e0i ra, doanh nghi\u1ec7p s\u1edf h\u1eefu th\u1ecb ph\u1ea7n l\u1edbn c\u0169ng c\u00f3 nhi\u1ec1u c\u01a1 h\u1ed9i h\u1ee3p t\u00e1c v\u1edbi \u0111\u1ed1i t\u00e1c chi\u1ebfn l\u01b0\u1ee3c, t\u1eeb \u0111\u00f3 t\u1ed1i \u01b0u chi ph\u00ed, n\u00e2ng cao hi\u1ec7u su\u1ea5t ho\u1ea1t \u0111\u1ed9ng v\u00e0 gia t\u0103ng s\u1ee9c \u1ea3nh h\u01b0\u1edfng tr\u00ean th\u1ecb tr\u01b0\u1eddng. Khi n\u1eafm b\u1eaft \u0111\u01b0\u1ee3c th\u1ecb ph\u1ea7n c\u1ee7a m\u00ecnh, doanh nghi\u1ec7p s\u1ebd c\u00f3 c\u01a1 s\u1edf v\u1eefng ch\u1eafc \u0111\u1ec3 m\u1edf r\u1ed9ng v\u00e0 ph\u00e1t tri\u1ec3n l\u00e2u d\u00e0i.<\/p>\n\n\n\n<p class=\"has-background\" style=\"background-color:#ebf6fd\"><strong>\u0110\u1ecdc th\u00eam:<\/strong> <a href=\"https:\/\/base.vn\/blog\/mo-hinh-5-ap-luc-canh-tranh\/\" target=\"_blank\" rel=\"noreferrer noopener\">M\u00f4 h\u00ecnh 5 \u00e1p l\u1ef1c c\u1ea1nh tranh: Gi\u1ea3i ngh\u0129a, Ph\u00e2n t\u00edch v\u00e0 V\u00ed d\u1ee5 c\u1ee5 th\u1ec3<\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-3-cach-tinh-th\u1ecb-ph\u1ea7n-doanh-nghi\u1ec7p\">3. C\u00e1ch t\u00ednh th\u1ecb ph\u1ea7n doanh nghi\u1ec7p<\/h2>\n\n\n\n<p>V\u1eady, l\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 bi\u1ebft m\u1ed9t doanh nghi\u1ec7p \u0111ang chi\u1ebfm bao nhi\u00eau ph\u1ea7n tr\u0103m th\u1ecb tr\u01b0\u1eddng? \u0110\u00e2u l\u00e0 c\u00e1ch t\u00ednh ch\u00ednh x\u00e1c \u0111\u1ec3 \u0111o l\u01b0\u1eddng v\u1ecb th\u1ebf c\u1ee7a m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u so v\u1edbi \u0111\u1ed1i th\u1ee7? C\u00f3 hai c\u00e1ch ph\u1ed5 bi\u1ebfn \u0111\u1ec3 \u0111o l\u01b0\u1eddng th\u1ecb ph\u1ea7n doanh nghi\u1ec7p: th\u1ecb ph\u1ea7n tuy\u1ec7t \u0111\u1ed1i v\u00e0 th\u1ecb ph\u1ea7n t\u01b0\u01a1ng \u0111\u1ed1i.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-3-1-cach-tinh-th\u1ecb-ph\u1ea7n-tuy\u1ec7t-d\u1ed1i\">3.1 C\u00e1ch t\u00ednh th\u1ecb ph\u1ea7n tuy\u1ec7t \u0111\u1ed1i<\/h3>\n\n\n\n<p>Th\u1ecb ph\u1ea7n tuy\u1ec7t \u0111\u1ed1i l\u00e0 t\u1ef7 l\u1ec7 doanh thu ho\u1eb7c s\u1ea3n l\u01b0\u1ee3ng b\u00e1n ra c\u1ee7a m\u1ed9t doanh nghi\u1ec7p so v\u1edbi t\u1ed5ng doanh thu ho\u1eb7c t\u1ed5ng s\u1ea3n l\u01b0\u1ee3ng c\u1ee7a to\u00e0n ng\u00e0nh. Doanh nghi\u1ec7p c\u00f3 th\u1ec3 \u00e1p d\u1ee5ng hai c\u00f4ng th\u1ee9c sau:<\/p>\n\n\n\n<p><strong>C\u00f4ng th\u1ee9c 1: T\u00ednh to\u00e1n d\u1ef1a tr\u00ean doanh thu<\/strong><\/p>\n\n\n\n<p class=\"has-background\" style=\"background-color:#ebf6fd\"><strong>Th\u1ecb ph\u1ea7n (%) = (T\u1ed5ng doanh s\u1ed1 b\u00e1n h\u00e0ng c\u1ee7a doanh nghi\u1ec7p \/ T\u1ed5ng doanh s\u1ed1 c\u1ee7a th\u1ecb tr\u01b0\u1eddng) \u00d7 100<\/strong><\/p>\n\n\n\n<p><strong>C\u00f4ng th\u1ee9c 2: T\u00ednh to\u00e1n d\u1ef1a tr\u00ean s\u1ed1 l\u01b0\u1ee3ng s\u1ea3n ph\u1ea9m b\u00e1n ra<\/strong><\/p>\n\n\n\n<p class=\"has-background\" style=\"background-color:#ebf6fd\"><strong>Th\u1ecb ph\u1ea7n (%) = (T\u1ed5ng s\u1ed1 s\u1ea3n ph\u1ea9m b\u00e1n ra c\u1ee7a doanh nghi\u1ec7p \/ T\u1ed5ng s\u1ea3n ph\u1ea9m ti\u00eau th\u1ee5 c\u1ee7a th\u1ecb tr\u01b0\u1eddng) \u00d7 100<\/strong><\/p>\n\n\n\n<p>V\u00ed d\u1ee5: C\u00f4ng ty X kinh doanh trong ng\u00e0nh \u0111\u1ed3 u\u1ed1ng c\u00f3 t\u1ed5ng doanh s\u1ed1 b\u00e1n h\u00e0ng trong n\u0103m 2024 l\u00e0 50 t\u1ef7 \u0111\u1ed3ng. T\u1ed5ng doanh s\u1ed1 c\u1ee7a to\u00e0n b\u1ed9 th\u1ecb tr\u01b0\u1eddng trong c\u00f9ng k\u1ef3 \u0111\u1ea1t 500 t\u1ef7 \u0111\u1ed3ng.<\/p>\n\n\n\n<p>\u00c1p d\u1ee5ng c\u00f4ng th\u1ee9c:<\/p>\n\n\n\n<p>Th\u1ecb ph\u1ea7n c\u1ee7a c\u00f4ng ty X = (50\/500) \u00d7 100 = 10%<\/p>\n\n\n\n<p>V\u1eady th\u1ecb ph\u1ea7n tuy\u1ec7t \u0111\u1ed1i c\u1ee7a c\u00f4ng ty X trong n\u0103m 2024 l\u00e0 10%. \u0110i\u1ec1u n\u00e0y c\u00f3 ngh\u0129a l\u00e0 c\u00f4ng ty X chi\u1ebfm 10% t\u1ed5ng doanh s\u1ed1 \u0111\u1ed3 u\u1ed1ng b\u00e1n ra tr\u00ean th\u1ecb tr\u01b0\u1eddng trong n\u0103m \u0111\u00f3.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-3-2-cach-tinh-th\u1ecb-ph\u1ea7n-t\u01b0\u01a1ng-d\u1ed1i\">3.2 C\u00e1ch t\u00ednh th\u1ecb ph\u1ea7n t\u01b0\u01a1ng \u0111\u1ed1i<\/h3>\n\n\n\n<p>Th\u1ecb ph\u1ea7n t\u01b0\u01a1ng \u0111\u1ed1i kh\u00f4ng ch\u1ec9 \u0111o l\u01b0\u1eddng m\u1ee9c \u0111\u1ed9 chi\u1ebfm l\u0129nh th\u1ecb tr\u01b0\u1eddng m\u00e0 c\u00f2n gi\u00fap doanh nghi\u1ec7p \u0111\u00e1nh gi\u00e1 v\u1ecb th\u1ebf c\u1ea1nh tranh c\u1ee7a m\u00ecnh so v\u1edbi \u0111\u1ed1i th\u1ee7 l\u1edbn nh\u1ea5t. C\u00e1ch t\u00ednh d\u1ef1a tr\u00ean doanh s\u1ed1 ho\u1eb7c s\u1ed1 l\u01b0\u1ee3ng s\u1ea3n ph\u1ea9m b\u00e1n ra.<\/p>\n\n\n\n<p><strong>C\u00f4ng th\u1ee9c 1: T\u00ednh to\u00e1n d\u1ef1a tr\u00ean doanh s\u1ed1 c\u1ee7a doanh nghi\u1ec7p<\/strong><\/p>\n\n\n\n<p class=\"has-background\" style=\"background-color:#ebf6fd\"><strong>Th\u1ecb ph\u1ea7n t\u01b0\u01a1ng \u0111\u1ed1i = (Doanh s\u1ed1 c\u1ee7a doanh nghi\u1ec7p \/ Doanh s\u1ed1 c\u1ee7a \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh l\u1edbn nh\u1ea5t)<\/strong><\/p>\n\n\n\n<p><strong>C\u00f4ng th\u1ee9c 2: T\u00ednh to\u00e1n d\u1ef1a tr\u00ean s\u1ed1 s\u1ea3n ph\u1ea9m b\u00e1n ra<\/strong><\/p>\n\n\n\n<p class=\"has-background\" style=\"background-color:#ebf6fd\"><strong>Th\u1ecb ph\u1ea7n t\u01b0\u01a1ng \u0111\u1ed1i = (S\u1ed1 s\u1ea3n ph\u1ea9m b\u00e1n ra c\u1ee7a doanh nghi\u1ec7p \/ S\u1ed1 s\u1ea3n ph\u1ea9m b\u00e1n ra c\u1ee7a \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh l\u1edbn nh\u1ea5t)<\/strong><\/p>\n\n\n\n<p><em>Trong \u0111\u00f3:<\/em><\/p>\n\n\n\n<p>N\u1ebfu th\u1ecb ph\u1ea7n t\u01b0\u01a1ng \u0111\u1ed1i <strong>&gt; 1<\/strong>, \u0111\u01b0\u1ee3c x\u00e1c \u0111\u1ecbnh l\u00e0 doanh nghi\u1ec7p c\u00f3 l\u1ee3i th\u1ebf c\u1ea1nh tranh.&nbsp;<\/p>\n\n\n\n<p>N\u1ebfu <strong>&lt; 1<\/strong>, c\u00f3 ngh\u0129a l\u00e0 doanh nghi\u1ec7p \u0111ang b\u1ecb \u0111\u1ed1i th\u1ee7 d\u1eabn tr\u01b0\u1edbc tr\u00ean th\u1ecb tr\u01b0\u1eddng.&nbsp;<\/p>\n\n\n\n<p>N\u1ebfu <strong>= 1<\/strong>, c\u1ea3 hai doanh nghi\u1ec7p c\u00f3 quy m\u00f4 t\u01b0\u01a1ng \u0111\u01b0\u01a1ng nhau.<\/p>\n\n\n\n<p>V\u00ed d\u1ee5: Gi\u1ea3 s\u1eed trong c\u00f9ng m\u1ed9t ng\u00e0nh kinh doanh \u0111i\u1ec7n tho\u1ea1i th\u00f4ng minh c\u00f4ng ty A c\u00f3 doanh s\u1ed1 200 t\u1ef7 \u0111\u1ed3ng, trong khi \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh l\u1edbn nh\u1ea5t c\u1ee7a h\u1ecd c\u00f9ng ng\u00e0nh tr\u00ean th\u1ecb tr\u01b0\u1eddng l\u00e0 c\u00f4ng ty B c\u00f3 doanh s\u1ed1 300 t\u1ef7 \u0111\u1ed3ng.<\/p>\n\n\n\n<p>\u00c1p d\u1ee5ng c\u00f4ng th\u1ee9c t\u00ednh th\u1ecb ph\u1ea7n t\u01b0\u01a1ng \u0111\u1ed1i:<\/p>\n\n\n\n<p>Th\u1ecb ph\u1ea7n t\u01b0\u01a1ng \u0111\u1ed1i c\u1ee7a c\u00f4ng ty A so v\u1edbi c\u00f4ng ty B = 200\/300 = 0,67.<\/p>\n\n\n\n<p>\u0110i\u1ec1u n\u00e0y c\u00f3 ngh\u0129a l\u00e0 c\u00f4ng ty A \u0111ang c\u00f3 quy m\u00f4 nh\u1ecf h\u01a1n 33% so v\u1edbi \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh l\u1edbn nh\u1ea5t v\u1edbi c\u00f9ng th\u1ecb tr\u01b0\u1eddng.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/base.vn\/wp-content\/uploads\/2025\/07\/luu-y-khi-tinh-thi-phan-1024x576.webp\" alt=\"L\u01b0u \u00fd khi t\u00ednh th\u1ecb ph\u1ea7n\" class=\"wp-image-18586\" srcset=\"https:\/\/base.vn\/wp-content\/uploads\/2025\/07\/luu-y-khi-tinh-thi-phan-1024x576.webp 1024w, https:\/\/base.vn\/wp-content\/uploads\/2025\/07\/luu-y-khi-tinh-thi-phan-300x169.webp 300w, https:\/\/base.vn\/wp-content\/uploads\/2025\/07\/luu-y-khi-tinh-thi-phan-768x432.webp 768w, https:\/\/base.vn\/wp-content\/uploads\/2025\/07\/luu-y-khi-tinh-thi-phan-1536x864.webp 1536w, https:\/\/base.vn\/wp-content\/uploads\/2025\/07\/luu-y-khi-tinh-thi-phan.webp 1920w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n<h3 class=\"wp-block-heading\" id=\"h-3-3-m\u1ed9t-s\u1ed1-l\u01b0u-y-khi-tinh-th\u1ecb-ph\u1ea7n-doanh-nghi\u1ec7p\">3.3 M\u1ed9t s\u1ed1 l\u01b0u \u00fd khi t\u00ednh th\u1ecb ph\u1ea7n doanh nghi\u1ec7p<\/h3>\n\n\n\n<p>Khi t\u00ednh to\u00e1n th\u1ecb ph\u1ea7n, doanh nghi\u1ec7p c\u1ea7n l\u01b0u \u00fd m\u1ed9t s\u1ed1 y\u1ebfu t\u1ed1 quan tr\u1ecdng \u0111\u1ec3 \u0111\u1ea3m b\u1ea3o k\u1ebft qu\u1ea3 ch\u00ednh x\u00e1c v\u00e0 c\u00f3 gi\u00e1 tr\u1ecb th\u1ef1c ti\u1ec5n:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>X\u00e1c \u0111\u1ecbnh \u0111\u00fang ph\u1ea1m vi th\u1ecb tr\u01b0\u1eddng:<\/strong> C\u1ea7n nghi\u00ean c\u1ee9u k\u1ef9 th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau \u0111\u1ec3 \u0111\u1ea3m b\u1ea3o d\u1eef li\u1ec7u \u0111\u01b0\u1ee3c thu th\u1eadp ph\u00f9 h\u1ee3p v\u00e0 kh\u00f4ng b\u1ecb sai l\u1ec7ch.<\/li>\n\n\n\n<li><strong>Th\u1eddi \u0111i\u1ec3m \u0111o l\u01b0\u1eddng ph\u00f9 h\u1ee3p:<\/strong> Th\u1ecb ph\u1ea7n n\u00ean \u0111\u01b0\u1ee3c t\u00ednh theo t\u1eebng giai \u0111o\u1ea1n c\u1ee5 th\u1ec3 nh\u01b0 th\u00e1ng, qu\u00fd ho\u1eb7c n\u0103m, gi\u00fap doanh nghi\u1ec7p c\u00f3 c\u00e1i nh\u00ecn ch\u00ednh x\u00e1c v\u1ec1 xu h\u01b0\u1edbng ph\u00e1t tri\u1ec3n.<\/li>\n\n\n\n<li><strong>\u0110\u1ea3m b\u1ea3o s\u1ed1 li\u1ec7u \u0111\u1ed3ng nh\u1ea5t:<\/strong> \u0110\u1ec3 k\u1ebft qu\u1ea3 ph\u1ea3n \u00e1nh \u0111\u00fang th\u1ef1c t\u1ebf, doanh thu v\u00e0 s\u1ea3n l\u01b0\u1ee3ng s\u1ea3n ph\u1ea9m ph\u1ea3i \u0111\u01b0\u1ee3c \u0111o l\u01b0\u1eddng theo c\u00f9ng m\u1ed9t \u0111\u01a1n v\u1ecb v\u00e0 trong c\u00f9ng kho\u1ea3ng th\u1eddi gian.<\/li>\n\n\n\n<li><strong>K\u1ebft h\u1ee3p v\u1edbi c\u00e1c ch\u1ec9 s\u1ed1 kh\u00e1c:<\/strong> Ngo\u00e0i th\u1ecb ph\u1ea7n, doanh nghi\u1ec7p n\u00ean k\u1ebft h\u1ee3p ph\u00e2n t\u00edch c\u00e1c ch\u1ec9 s\u1ed1 nh\u01b0 l\u1ee3i nhu\u1eadn, t\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng v\u00e0 m\u1ee9c \u0111\u1ed9 nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ec3 c\u00f3 chi\u1ebfn l\u01b0\u1ee3c kinh doanh to\u00e0n di\u1ec7n h\u01a1n.<\/li>\n<\/ul>\n\n\n\n<p class=\"has-background\" style=\"background-color:#ebf6fd\"><strong>\u0110\u1ecdc th\u00eam:<\/strong> <a href=\"https:\/\/base.vn\/blog\/ma-tran-space\/\" target=\"_blank\" rel=\"noreferrer noopener\">Ma tr\u1eadn Space l\u00e0 g\u00ec? C\u00f4ng c\u1ee5 \u0111\u00e1nh gi\u00e1 chi\u1ebfn l\u01b0\u1ee3c doanh nghi\u1ec7p<\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-4-ph\u01b0\u01a1ng-phap-xac-d\u1ecbnh-th\u1ecb-ph\u1ea7n-b\u1eb1ng-ma-tr\u1eadn-bcg\">4. Ph\u01b0\u01a1ng ph\u00e1p x\u00e1c \u0111\u1ecbnh th\u1ecb ph\u1ea7n b\u1eb1ng ma tr\u1eadn BCG<\/h2>\n\n\n\n<p><a href=\"https:\/\/base.vn\/blog\/ma-tran-bcg\/\" target=\"_blank\" rel=\"noreferrer noopener\">Ma tr\u1eadn BCG<\/a> l\u00e0 m\u1ed9t c\u00f4ng c\u1ee5 gi\u00fap doanh nghi\u1ec7p \u0111\u00e1nh gi\u00e1 m\u1ed1i quan h\u1ec7 gi\u1eefa th\u1ecb ph\u1ea7n v\u00e0 t\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng c\u1ee7a s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5. Ma tr\u1eadn n\u00e0y chia danh m\u1ee5c s\u1ea3n ph\u1ea9m th\u00e0nh b\u1ed1n nh\u00f3m ch\u00ednh, \u0111\u01b0\u1ee3c b\u1ed1 tr\u00ed tr\u00ean h\u1ec7 tr\u1ee5c t\u1ecda \u0111\u1ed9 v\u1edbi tr\u1ee5c ho\u00e0nh l\u00e0 th\u1ecb ph\u1ea7n v\u00e0 tr\u1ee5c tung l\u00e0 t\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng doanh s\u1ed1.<\/p>\n\n\n\n<p>M\u00f4 h\u00ecnh ma tr\u1eadn BCG h\u1ed7 tr\u1ee3 doanh nghi\u1ec7p \u0111\u00e1nh gi\u00e1 t\u00ecnh h\u00ecnh s\u1ea3n ph\u1ea9m<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table><tbody><tr><td><strong>Nh\u00f3m s\u1ea3n ph\u1ea9m<\/strong><\/td><td><strong>\u0110\u1eb7c \u0111i\u1ec3m<\/strong><\/td><td><strong>Chi\u1ebfn l\u01b0\u1ee3c<\/strong><\/td><\/tr><tr><td>Ng\u00f4i sao (Stars)<\/td><td>Th\u1ecb ph\u1ea7n cao, t\u0103ng tr\u01b0\u1edfng cao. S\u1ea3n ph\u1ea9m c\u00f3 ti\u1ec1m n\u0103ng l\u1edbn v\u00e0 t\u00ednh c\u1ea1nh tranh cao.<\/td><td>Ti\u1ebfp t\u1ee5c \u0111\u1ea7u t\u01b0 v\u00e0 m\u1edf r\u1ed9ng th\u1ecb ph\u1ea7n.<\/td><\/tr><tr><td>D\u1ea5u h\u1ecfi (Question Marks)<\/td><td>Th\u1ecb ph\u1ea7n th\u1ea5p, t\u0103ng tr\u01b0\u1edfng cao. C\u00f3 th\u1ec3 tr\u1edf th\u00e0nh Ng\u00f4i sao ho\u1eb7c B\u00f2 s\u1eefa n\u1ebfu c\u00f3 chi\u1ebfn l\u01b0\u1ee3c ph\u00f9 h\u1ee3p.<\/td><td>C\u1ea7n \u0111\u1ea9y m\u1ea1nh marketing ho\u1eb7c xem x\u00e9t lo\u1ea1i b\u1ecf n\u1ebfu kh\u00f4ng c\u00f3 ti\u1ec1m n\u0103ng.<\/td><\/tr><tr><td>Con b\u00f2 s\u1eefa (Cash Cows)<\/td><td>Th\u1ecb ph\u1ea7n cao, t\u0103ng tr\u01b0\u1edfng th\u1ea5p. T\u1ea1o d\u00f2ng ti\u1ec1n \u1ed5n \u0111\u1ecbnh \u0111\u1ec3 t\u00e0i tr\u1ee3 cho c\u00e1c s\u1ea3n ph\u1ea9m kh\u00e1c.<\/td><td>Duy tr\u00ec v\u00e0 t\u1eadn d\u1ee5ng ngu\u1ed3n v\u1ed1n \u0111\u1ec3 h\u1ed7 tr\u1ee3 danh m\u1ee5c s\u1ea3n ph\u1ea9m kh\u00e1c.<\/td><\/tr><tr><td>Con ch\u00f3 (Dogs)<\/td><td>Th\u1ecb ph\u1ea7n th\u1ea5p, t\u0103ng tr\u01b0\u1edfng th\u1ea5p. Kh\u00f4ng t\u1ea1o ra doanh thu \u0111\u00e1ng k\u1ec3.<\/td><td>Xem x\u00e9t ng\u1eebng s\u1ea3n xu\u1ea5t ho\u1eb7c c\u1ea3i ti\u1ebfn \u0111\u1ec3 t\u00ecm c\u01a1 h\u1ed9i c\u1ea1nh tranh.<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p>B\u1eb1ng vi\u1ec7c s\u1eed d\u1ee5ng ma tr\u1eadn BCG, doanh nghi\u1ec7p c\u00f3 th\u1ec3 \u0111\u00e1nh gi\u00e1 ch\u00ednh x\u00e1c t\u00ecnh h\u00ecnh kinh doanh, t\u1eeb \u0111\u00f3 ph\u00e2n b\u1ed5 ngu\u1ed3n l\u1ef1c h\u1ee3p l\u00fd v\u00e0 t\u1ed1i \u01b0u h\u00f3a chi\u1ebfn l\u01b0\u1ee3c ph\u00e1t tri\u1ec3n th\u1ecb ph\u1ea7n.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXfrOUTbL-R9y8M4ryL6BcQqKh3Z2qLvUxrVuxMh_4R_jboLh49mpSBNyzhJRaDs4THnfygeWgK96SKghM7FE5rqsRsmoBrfI3yrcsGS_RaighBqlW36Z0mFP8ffI1eRgVUvgPJ7lA?key=8U72ll1YCG90GsgkS_se6cFU\" alt=\"Ma tr\u1eadn BCG\"\/><\/figure><\/div>\n\n\n<h2 class=\"wp-block-heading\" id=\"h-5-cach-gia-tang-th\u1ecb-ph\u1ea7n-cho-doanh-nghi\u1ec7p\">5. C\u00e1ch gia t\u0103ng th\u1ecb ph\u1ea7n cho doanh nghi\u1ec7p<\/h2>\n\n\n\n<p>Gia t\u0103ng th\u1ecb ph\u1ea7n l\u00e0 m\u1ed9t trong nh\u1eefng m\u1ee5c ti\u00eau quan tr\u1ecdng gi\u00fap doanh nghi\u1ec7p m\u1edf r\u1ed9ng quy m\u00f4, n\u00e2ng cao l\u1ee3i nhu\u1eadn v\u00e0 c\u1ee7ng c\u1ed1 v\u1ecb th\u1ebf tr\u00ean th\u1ecb tr\u01b0\u1eddng. \u0110\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c \u0111i\u1ec1u n\u00e0y, doanh nghi\u1ec7p c\u1ea7n tri\u1ec3n khai c\u00e1c chi\u1ebfn l\u01b0\u1ee3c ph\u00f9 h\u1ee3p nh\u01b0:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-5-1-nghien-c\u1ee9u-phat-tri\u1ec3n-va-c\u1ea3i-ti\u1ebfn-s\u1ea3n-ph\u1ea9m\">5.1 Nghi\u00ean c\u1ee9u ph\u00e1t tri\u1ec3n v\u00e0 c\u1ea3i ti\u1ebfn s\u1ea3n ph\u1ea9m<\/h3>\n\n\n\n<p>M\u1ed9t trong nh\u1eefng y\u1ebfu t\u1ed1 quan tr\u1ecdng gi\u00fap doanh nghi\u1ec7p m\u1edf r\u1ed9ng th\u1ecb ph\u1ea7n v\u00e0 duy tr\u00ec l\u1ee3i th\u1ebf c\u1ea1nh tranh l\u00e0 kh\u00f4ng ng\u1eebng c\u1ea3i ti\u1ebfn s\u1ea3n ph\u1ea9m. Kh\u00e1ch h\u00e0ng lu\u00f4n mong mu\u1ed1n nh\u1eefng s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5 c\u00f3 ch\u1ea5t l\u01b0\u1ee3ng t\u1ed1t h\u01a1n, tr\u1ea3i nghi\u1ec7m ti\u1ec7n l\u1ee3i h\u01a1n v\u00e0 mang l\u1ea1i gi\u00e1 tr\u1ecb cao h\u01a1n. Do \u0111\u00f3, doanh nghi\u1ec7p c\u1ea7n li\u00ean t\u1ee5c nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng, l\u1eafng nghe ph\u1ea3n h\u1ed3i t\u1eeb kh\u00e1ch h\u00e0ng v\u00e0 c\u1eadp nh\u1eadt xu h\u01b0\u1edbng m\u1edbi \u0111\u1ec3 n\u00e2ng c\u1ea5p s\u1ea3n ph\u1ea9m ph\u00f9 h\u1ee3p v\u1edbi nhu c\u1ea7u.<\/p>\n\n\n\n<p>V\u00ed d\u1ee5, Apple li\u00ean t\u1ee5c c\u1ea3i ti\u1ebfn iPhone v\u1edbi c\u00e1c t\u00ednh n\u0103ng m\u1edbi, ki\u1ec3u m\u1eabu thi\u1ebft k\u1ebf m\u1edbi \u0111\u00e1p \u1ee9ng nhu c\u1ea7u ng\u00e0y c\u00e0ng cao c\u1ee7a ng\u01b0\u1eddi d\u00f9ng, t\u1eeb \u0111\u00f3 duy tr\u00ec v\u1ecb tr\u00ed d\u1eabn \u0111\u1ea7u tr\u00ean th\u1ecb tr\u01b0\u1eddng \u0111i\u1ec7n tho\u1ea1i th\u00f4ng minh.<\/p>\n\n\n\n<p class=\"has-background\" style=\"background-color:#ebf6fd\"><strong>\u0110\u1ecdc th\u00eam:<\/strong> <a href=\"https:\/\/base.vn\/blog\/usp-la-gi\/\" target=\"_blank\" rel=\"noreferrer noopener\">USP l\u00e0 g\u00ec? 5 b\u01b0\u1edbc x\u00e1c \u0111\u1ecbnh USP gi\u00fap doanh nghi\u1ec7p c\u1ea1nh tranh<\/a><\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-5-2-nang-cao-tr\u1ea3i-nghi\u1ec7m-khach-hang-nbsp\">5.2 N\u00e2ng cao tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng&nbsp;<\/h3>\n\n\n\n<p>Trong th\u1eddi \u0111\u1ea1i c\u1ea1nh tranh kh\u1ed1c li\u1ec7t, s\u1ea3n ph\u1ea9m t\u1ed1t th\u00f4i ch\u01b0a \u0111\u1ee7 &#8211; <a href=\"https:\/\/base.vn\/blog\/cx-trai-nghiem-khach-hang\/\" target=\"_blank\" rel=\"noreferrer noopener\">tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng<\/a> xu\u1ea5t s\u1eafc m\u1edbi l\u00e0 ch\u00eca kh\u00f3a gi\u1eef ch\u00e2n kh\u00e1ch h\u00e0ng v\u00e0 m\u1edf r\u1ed9ng th\u1ecb ph\u1ea7n. Quy tr\u00ecnh mua h\u00e0ng m\u01b0\u1ee3t m\u00e0, d\u1ecbch v\u1ee5 h\u1eadu m\u00e3i t\u1eadn t\u00e2m v\u00e0 ph\u1ea3n h\u1ed3i nhanh ch\u00f3ng kh\u00f4ng ch\u1ec9 gi\u00fap doanh nghi\u1ec7p t\u1ea1o d\u1ef1ng l\u00f2ng tin m\u00e0 c\u00f2n th\u00fac \u0111\u1ea9y s\u1ef1 trung th\u00e0nh t\u1eeb kh\u00e1ch h\u00e0ng.<\/p>\n\n\n\n<p>Khi kh\u00e1ch h\u00e0ng h\u00e0i l\u00f2ng, h\u1ecd kh\u00f4ng ch\u1ec9 quay l\u1ea1i mua h\u00e0ng m\u00e0 c\u00f2n gi\u1edbi thi\u1ec7u s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5 \u0111\u1ebfn ng\u01b0\u1eddi th\u00e2n, b\u1ea1n b\u00e8, t\u1ea1o ra hi\u1ec7u \u1ee9ng lan t\u1ecfa m\u1ea1nh m\u1ebd gi\u00fap doanh nghi\u1ec7p t\u0103ng tr\u01b0\u1edfng b\u1ec1n v\u1eefng. B\u00ean c\u1ea1nh \u0111\u00f3, n\u00e2ng cao tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng kh\u00f4ng ch\u1ec9 gi\u00fap gi\u1eef ch\u00e2n kh\u00e1ch h\u00e0ng hi\u1ec7n t\u1ea1i m\u00e0 c\u00f2n ng\u0103n ch\u1eb7n nguy c\u01a1 h\u1ecd chuy\u1ec3n sang s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m c\u1ee7a \u0111\u1ed1i th\u1ee7.<\/p>\n\n\n\n<p>Theo nghi\u00ean c\u1ee9u c\u1ee7a PwC, 73% kh\u00e1ch h\u00e0ng cho r\u1eb1ng tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng l\u00e0 y\u1ebfu t\u1ed1 quan tr\u1ecdng trong quy\u1ebft \u0111\u1ecbnh mua s\u1eafm, v\u00e0 h\u1ecd s\u1eb5n s\u00e0ng chuy\u1ec3n sang \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh n\u1ebfu c\u00f3 tr\u1ea3i nghi\u1ec7m kh\u00f4ng t\u1ed1t. \u0110i\u1ec1u n\u00e0y cho th\u1ea5y, d\u00f9 doanh nghi\u1ec7p c\u00f3 th\u1ecb ph\u1ea7n l\u1edbn hay nh\u1ecf, th\u00ec vi\u1ec7c x\u00e2y d\u1ef1ng m\u1ed9t quy tr\u00ecnh ch\u0103m s\u00f3c kh\u00e1ch h\u00e0ng chuy\u00ean nghi\u1ec7p, gi\u1ea3i quy\u1ebft nhanh ch\u00f3ng c\u00e1c th\u1eafc m\u1eafc, khi\u1ebfu n\u1ea1i l\u00e0 y\u1ebfu t\u1ed1 kh\u00f4ng th\u1ec3 b\u1ecf qua.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-5-3-ph\u1ee7-truy\u1ec1n-thong-d\u1ec3-ti\u1ebfp-c\u1eadn-s\u1ed1-l\u01b0\u1ee3ng-l\u1edbn-khach-hang-nbsp\">5.3 Ph\u1ee7 truy\u1ec1n th\u00f4ng \u0111\u1ec3 ti\u1ebfp c\u1eadn s\u1ed1 l\u01b0\u1ee3ng l\u1edbn kh\u00e1ch h\u00e0ng&nbsp;<\/h3>\n\n\n\n<p>Trong th\u1eddi \u0111\u1ea1i k\u1ef9 thu\u1eadt s\u1ed1, vi\u1ec7c ph\u1ee7 s\u00f3ng truy\u1ec1n th\u00f4ng m\u1ea1nh m\u1ebd gi\u00fap doanh nghi\u1ec7p gia t\u0103ng \u0111\u1ed9 nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u v\u00e0 ti\u1ebfp c\u1eadn kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng. M\u1ed9t chi\u1ebfn d\u1ecbch truy\u1ec1n th\u00f4ng m\u1ea1nh m\u1ebd s\u1ebd gi\u00fap doanh nghi\u1ec7p gia t\u0103ng \u0111\u1ed9 nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u, ti\u1ebfp c\u1eadn nhi\u1ec1u kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng h\u01a1n v\u00e0 m\u1edf r\u1ed9ng th\u1ecb ph\u1ea7n nhanh ch\u00f3ng.<\/p>\n\n\n\n<p>C\u00e1c chi\u1ebfn l\u01b0\u1ee3c truy\u1ec1n th\u00f4ng ph\u1ed5 bi\u1ebfn bao g\u1ed3m:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Qu\u1ea3ng c\u00e1o \u0111a n\u1ec1n t\u1ea3ng:<\/strong> S\u1eed d\u1ee5ng TV, b\u00e1o ch\u00ed, bi\u1ec3n qu\u1ea3ng c\u00e1o, m\u1ea1ng x\u00e3 h\u1ed9i, Google Ads\u2026 \u0111\u1ec3 gia t\u0103ng kh\u1ea3 n\u0103ng ti\u1ebfp c\u1eadn kh\u00e1ch h\u00e0ng.<\/li>\n\n\n\n<li><strong>Lan t\u1ecfa n\u1ed9i dung qua Influencer Marketing:<\/strong> H\u1ee3p t\u00e1c v\u1edbi c\u00e1c KOLs, KOCs trong ng\u00e0nh \u0111\u1ec3 t\u0103ng m\u1ee9c \u0111\u1ed9 tin c\u1eady v\u00e0 \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn h\u00e0nh vi mua h\u00e0ng.<\/li>\n\n\n\n<li><strong>Marketing lan truy\u1ec1n (Viral Marketing):<\/strong> T\u1ea1o ra c\u00e1c chi\u1ebfn d\u1ecbch n\u1ed9i dung h\u1ea5p d\u1eabn, d\u1ec5 chia s\u1ebb \u0111\u1ec3 thu h\u00fat s\u1ef1 ch\u00fa \u00fd l\u1edbn tr\u00ean m\u1ea1ng x\u00e3 h\u1ed9i.<\/li>\n<\/ul>\n\n\n\n<p>V\u00ed d\u1ee5, chi\u1ebfn d\u1ecbch #IceBucketChallenge c\u1ee7a t\u1ed5 ch\u1ee9c ALS \u0111\u00e3 thu h\u00fat h\u00e0ng tri\u1ec7u ng\u01b0\u1eddi tham gia, t\u1ea1o ra hi\u1ec7u \u1ee9ng lan truy\u1ec1n m\u1ea1nh m\u1ebd v\u00e0 gi\u00fap t\u1ed5 ch\u1ee9c n\u00e0y huy \u0111\u1ed9ng \u0111\u01b0\u1ee3c h\u01a1n 115 tri\u1ec7u USD ch\u1ec9 trong v\u00e0i th\u00e1ng.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/base.vn\/wp-content\/uploads\/2025\/07\/cach-gia-tang-thi-phan-1024x576.webp\" alt=\"C\u00e1ch gia t\u0103ng th\u1ecb ph\u1ea7n cho doanh nghi\u1ec7p\" class=\"wp-image-18589\" srcset=\"https:\/\/base.vn\/wp-content\/uploads\/2025\/07\/cach-gia-tang-thi-phan-1024x576.webp 1024w, https:\/\/base.vn\/wp-content\/uploads\/2025\/07\/cach-gia-tang-thi-phan-300x169.webp 300w, https:\/\/base.vn\/wp-content\/uploads\/2025\/07\/cach-gia-tang-thi-phan-768x432.webp 768w, https:\/\/base.vn\/wp-content\/uploads\/2025\/07\/cach-gia-tang-thi-phan-1536x864.webp 1536w, https:\/\/base.vn\/wp-content\/uploads\/2025\/07\/cach-gia-tang-thi-phan.webp 1920w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n<h3 class=\"wp-block-heading\" id=\"h-5-4-da-d\u1ea1ng-cac-kenh-phan-ph\u1ed1i\">5.4 \u0110a d\u1ea1ng c\u00e1c k\u00eanh ph\u00e2n ph\u1ed1i<\/h3>\n\n\n\n<p>M\u1ed9t chi\u1ebfn ti\u1ebfp c\u1eadn kh\u00e1ch h\u00e0ng hi\u1ec7u qu\u1ea3 kh\u00f4ng ch\u1ec9 gi\u00fap doanh nghi\u1ec7p m\u1edf r\u1ed9ng th\u1ecb ph\u1ea7n m\u00e0 c\u00f2n t\u0103ng c\u01b0\u1eddng s\u1ef1 nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u. Trong th\u1eddi \u0111\u1ea1i s\u1ed1 h\u00f3a, vi\u1ec7c k\u1ebft h\u1ee3p c\u00e1c h\u00ecnh th\u1ee9c ti\u1ebfp th\u1ecb truy\u1ec1n th\u1ed1ng v\u00e0 k\u1ef9 thu\u1eadt s\u1ed1 s\u1ebd gi\u00fap doanh nghi\u1ec7p ti\u1ebfp c\u1eadn kh\u00e1ch h\u00e0ng m\u1ed9t c\u00e1ch to\u00e0n di\u1ec7n.<\/p>\n\n\n\n<p>C\u00e1c h\u00ecnh th\u1ee9c Marketing ph\u1ed5 bi\u1ebfn hi\u1ec7n nay:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Marketing truy\u1ec1n th\u1ed1ng:<\/strong> Event Marketing, Print Marketing, Telemarketing&#8230;<\/li>\n\n\n\n<li><strong>Marketing k\u1ef9 thu\u1eadt s\u1ed1:<\/strong> Digital Marketing, Content Marketing, SEM, SEO, <a href=\"https:\/\/base.vn\/blog\/influencer-marketing-la-gi\/\" target=\"_blank\" rel=\"noreferrer noopener\">Influencer Marketing<\/a>, Social Media Marketing, Email Marketing, <a href=\"https:\/\/base.vn\/blog\/affiliate-marketing-la-gi\/\" target=\"_blank\" rel=\"noreferrer noopener\">Affiliate Marketing<\/a>&#8230;<\/li>\n<\/ul>\n\n\n\n<p>D\u00f9 l\u1ef1a ch\u1ecdn ph\u01b0\u01a1ng th\u1ee9c n\u00e0o, doanh nghi\u1ec7p c\u0169ng c\u1ea7n \u0111\u1ea3m b\u1ea3o s\u1ef1 nh\u1ea5t qu\u00e1n v\u1ec1 h\u00ecnh \u1ea3nh, gi\u1ecdng \u0111i\u1ec7u v\u00e0 th\u00f4ng \u0111i\u1ec7p \u0111\u1ec3 t\u1ea1o d\u1ea5u \u1ea5n m\u1ea1nh m\u1ebd v\u00e0 x\u00e2y d\u1ef1ng l\u00f2ng tin v\u1edbi kh\u00e1ch h\u00e0ng.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-5-5-m\u1edf-r\u1ed9ng-sang-cac-th\u1ecb-tr\u01b0\u1eddng-m\u1edbi-nbsp\">5.5 M\u1edf r\u1ed9ng sang c\u00e1c th\u1ecb tr\u01b0\u1eddng m\u1edbi&nbsp;<\/h3>\n\n\n\n<p>Khi th\u1ecb ph\u1ea7n trong th\u1ecb tr\u01b0\u1eddng hi\u1ec7n t\u1ea1i \u0111\u00e3 b\u00e3o h\u00f2a, doanh nghi\u1ec7p c\u1ea7n t\u00ecm ki\u1ebfm c\u01a1 h\u1ed9i \u1edf nh\u1eefng th\u1ecb tr\u01b0\u1eddng m\u1edbi. \u0110i\u1ec1u n\u00e0y c\u00f3 th\u1ec3 l\u00e0 m\u1edf r\u1ed9ng sang khu v\u1ef1c \u0111\u1ecba l\u00fd kh\u00e1c ho\u1eb7c ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m ph\u00f9 h\u1ee3p v\u1edbi nh\u00f3m kh\u00e1ch h\u00e0ng m\u1edbi. Vi\u1ec7c nghi\u00ean c\u1ee9u k\u1ef9 l\u01b0\u1ee1ng th\u1ecb tr\u01b0\u1eddng, th\u00f3i quen ti\u00eau d\u00f9ng v\u00e0 \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh tr\u01b0\u1edbc khi m\u1edf r\u1ed9ng l\u00e0 y\u1ebfu t\u1ed1 quan tr\u1ecdng \u0111\u1ec3 doanh nghi\u1ec7p gi\u1ea3m r\u1ee7i ro v\u00e0 t\u1ed1i \u01b0u h\u00f3a l\u1ee3i nhu\u1eadn.<\/p>\n\n\n\n<p>M\u1ed9t v\u00ed d\u1ee5 ti\u00eau bi\u1ec3u l\u00e0 Netflix. Ban \u0111\u1ea7u, Netflix ch\u1ec9 cung c\u1ea5p d\u1ecbch v\u1ee5 cho thu\u00ea DVD qua th\u01b0 t\u1ea1i th\u1ecb tr\u01b0\u1eddng M\u1ef9. Tuy nhi\u00ean, nh\u1eadn th\u1ea5y ti\u1ec1m n\u0103ng c\u1ee7a th\u1ecb tr\u01b0\u1eddng ph\u00e1t tr\u1ef1c tuy\u1ebfn, c\u00f4ng ty \u0111\u00e3 chuy\u1ec3n \u0111\u1ed5i m\u00f4 h\u00ecnh kinh doanh sang cung c\u1ea5p n\u1ed9i dung s\u1ed1, m\u1edf r\u1ed9ng ra nhi\u1ec1u qu\u1ed1c gia tr\u00ean th\u1ebf gi\u1edbi. Nh\u1edd vi\u1ec7c thay \u0111\u1ed5i n\u00e0y, Netflix kh\u00f4ng ch\u1ec9 duy tr\u00ec s\u1ef1 t\u0103ng tr\u01b0\u1edfng m\u00e0 c\u00f2n tr\u1edf th\u00e0nh m\u1ed9t trong nh\u1eefng n\u1ec1n t\u1ea3ng gi\u1ea3i tr\u00ed h\u00e0ng \u0111\u1ea7u th\u1ebf gi\u1edbi.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-5-6-mua-l\u1ea1i-th\u1ecb-ph\u1ea7n-nbsp\">5.6 Mua l\u1ea1i th\u1ecb ph\u1ea7n&nbsp;<\/h3>\n\n\n\n<p>M\u1ed9t trong nh\u1eefng c\u00e1ch nhanh nh\u1ea5t \u0111\u1ec3 gia t\u0103ng th\u1ecb ph\u1ea7n l\u00e0 mua l\u1ea1i \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh ho\u1eb7c thu h\u00fat kh\u00e1ch h\u00e0ng c\u1ee7a h\u1ecd. Khi th\u00e2u t\u00f3m m\u1ed9t doanh nghi\u1ec7p kh\u00e1c, c\u00f4ng ty kh\u00f4ng ch\u1ec9 m\u1edf r\u1ed9ng \u0111\u01b0\u1ee3c th\u1ecb tr\u01b0\u1eddng m\u00e0 c\u00f2n t\u1eadn d\u1ee5ng c\u00e1c ngu\u1ed3n l\u1ef1c s\u1eb5n c\u00f3 \u0111\u1ec3 ph\u00e1t tri\u1ec3n m\u1ea1nh h\u01a1n.<\/p>\n\n\n\n<p>Tuy nhi\u00ean, n\u1ebfu vi\u1ec7c mua l\u1ea1i kh\u00f4ng kh\u1ea3 thi, doanh nghi\u1ec7p c\u00f3 th\u1ec3 t\u1eadp trung v\u00e0o vi\u1ec7c cung c\u1ea5p d\u1ecbch v\u1ee5 t\u1ed1t h\u01a1n ho\u1eb7c x\u00e2y d\u1ef1ng c\u00e1c ch\u01b0\u01a1ng tr\u00ecnh khuy\u1ebfn m\u00e3i h\u1ea5p d\u1eabn \u0111\u1ec3 thu h\u00fat kh\u00e1ch h\u00e0ng t\u1eeb \u0111\u1ed1i th\u1ee7. Ngo\u00e0i ra, vi\u1ec7c chi\u00eau m\u1ed9 nh\u00e2n s\u1ef1 ch\u1ee7 ch\u1ed1t t\u1eeb c\u00e1c c\u00f4ng ty \u0111\u1ed1i th\u1ee7 c\u0169ng l\u00e0 m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c gi\u00fap n\u00e2ng cao n\u0103ng l\u1ef1c c\u1ea1nh tranh v\u00e0 m\u1edf r\u1ed9ng th\u1ecb ph\u1ea7n m\u1ed9t c\u00e1ch hi\u1ec7u qu\u1ea3.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-6-k\u1ebft-lu\u1eadn-nbsp\">6. K\u1ebft lu\u1eadn&nbsp;<\/h2>\n\n\n\n<p>Hi\u1ec3u r\u00f5 v\u1ec1 th\u1ecb ph\u1ea7n kh\u00f4ng ch\u1ec9 gi\u00fap doanh nghi\u1ec7p x\u00e1c \u0111\u1ecbnh v\u1ecb th\u1ebf c\u1ee7a m\u00ecnh tr\u00ean th\u1ecb tr\u01b0\u1eddng m\u00e0 c\u00f2n l\u00e0 c\u01a1 s\u1edf quan tr\u1ecdng \u0111\u1ec3 x\u00e2y d\u1ef1ng chi\u1ebfn l\u01b0\u1ee3c ph\u00e1t tri\u1ec3n. B\u1eb1ng c\u00e1ch \u00e1p d\u1ee5ng c\u00e1c ph\u01b0\u01a1ng ph\u00e1p t\u00ednh to\u00e1n ph\u00f9 h\u1ee3p, doanh nghi\u1ec7p c\u00f3 th\u1ec3 \u0111\u00e1nh gi\u00e1 ch\u00ednh x\u00e1c m\u1ee9c \u0111\u1ed9 c\u1ea1nh tranh, t\u1eeb \u0111\u00f3 t\u1ed1i \u01b0u h\u00f3a ho\u1ea1t \u0111\u1ed9ng kinh doanh v\u00e0 m\u1edf r\u1ed9ng quy m\u00f4 m\u1ed9t c\u00e1ch hi\u1ec7u qu\u1ea3. D\u00f9 doanh nghi\u1ec7p \u0111ang \u1edf b\u1ea5t k\u1ef3 giai \u0111o\u1ea1n n\u00e0o, vi\u1ec7c theo d\u00f5i v\u00e0 c\u1ea3i thi\u1ec7n th\u1ecb ph\u1ea7n s\u1ebd lu\u00f4n l\u00e0 m\u1ed9t y\u1ebfu t\u1ed1 quan tr\u1ecdng gi\u00fap n\u00e2ng cao l\u1ee3i th\u1ebf c\u1ea1nh tranh v\u00e0 \u0111\u1ea3m b\u1ea3o s\u1ef1 t\u0103ng tr\u01b0\u1edfng d\u00e0i h\u1ea1n.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Trong m\u00f4i tr\u01b0\u1eddng kinh doanh c\u1ea1nh tranh kh\u1ed1c li\u1ec7t, th\u1ecb ph\u1ea7n kh\u00f4ng ch\u1ec9 l\u00e0 con s\u1ed1 \u2013 m\u00e0 l\u00e0 th\u01b0\u1edbc \u0111o s\u1ee9c m\u1ea1nh v\u00e0 v\u1ecb th\u1ebf c\u1ee7a doanh nghi\u1ec7p tr\u00ean th\u1ecb tr\u01b0\u1eddng. Hi\u1ec3u r\u00f5 th\u1ecb ph\u1ea7n l\u00e0 g\u00ec v\u00e0 c\u00e1ch m\u1edf r\u1ed9ng n\u00f3 ch\u00ednh l\u00e0 ch\u00eca kh\u00f3a gi\u00fap doanh nghi\u1ec7p t\u0103ng tr\u01b0\u1edfng b\u1ec1n v\u1eefng v\u00e0 [&hellip;]<\/p>\n","protected":false},"author":11,"featured_media":18580,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[21],"tags":[],"ppma_author":[59],"class_list":["post-18567","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-kien-thuc-kinh-doanh"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.4 (Yoast SEO v24.4) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Th\u1ecb ph\u1ea7n l\u00e0 g\u00ec? T\u1ea7m quan tr\u1ecdng v\u1edbi s\u1ef1 ph\u00e1t tri\u1ec3n doanh nghi\u1ec7p<\/title>\n<meta name=\"description\" content=\"Th\u1ecb ph\u1ea7n l\u00e0 g\u00ec? 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