{"id":7701,"date":"2024-05-29T15:43:34","date_gmt":"2024-05-29T08:43:34","guid":{"rendered":"https:\/\/base.vn\/blog\/?p=7701"},"modified":"2025-04-28T11:22:11","modified_gmt":"2025-04-28T04:22:11","slug":"ban-do-chien-luoc","status":"publish","type":"post","link":"https:\/\/base.vn\/blog\/ban-do-chien-luoc\/","title":{"rendered":"B\u1ea3n \u0111\u1ed3 chi\u1ebfn l\u01b0\u1ee3c (strategy map): M\u00f4 h\u00ecnh t\u01b0 duy chi\u1ebfn l\u01b0\u1ee3c cho nh\u00e0 l\u00e3nh \u0111\u1ea1o"},"content":{"rendered":"\n

H\u00e3y t\u01b0\u1edfng t\u01b0\u1ee3ng r\u1eb1ng b\u1ea1n l\u00e0 m\u1ed9t v\u1ecb t\u01b0\u1edbng \u0111ang d\u1eabn d\u1eaft qu\u00e2n \u0111\u1ed9i c\u1ee7a m\u00ecnh v\u00e0o khai ph\u00e1 m\u1ed9t l\u00e3nh th\u1ed5 m\u1edbi \u2013 h\u1ee9a h\u1eb9n mang l\u1ea1i nhi\u1ec1u t\u00e0i s\u1ea3n qu\u00fd gi\u00e1. R\u00f5 r\u00e0ng, b\u1ea1n s\u1ebd c\u1ea7n c\u00f3 tr\u00ean tay m\u1ed9t t\u1ea5m b\u1ea3n \u0111\u1ed3 chi ti\u1ebft hi\u1ec3n th\u1ecb th\u00f4ng tin c\u1ee5 th\u1ec3 v\u1ec1 c\u1ea3nh quan xung quanh khu v\u1ef1c, c\u00e1c c\u00f4ng tr\u00ecnh ki\u1ebfn tr\u00fac quan tr\u1ecdng v\u00e0 nh\u1eefng con \u0111\u01b0\u1eddng giao th\u00f4ng thu\u1eadn l\u1ee3i c\u00f3 th\u1ec3 \u0111i qua.<\/p>\n\n\n\n

\u0110\u00f3 ch\u00ednh l\u00e0 b\u1ea3n \u0111\u1ed3 chi\u1ebfn l\u01b0\u1ee3c.<\/p>\n\n\n\n

V\u1eady b\u1ea3n \u0111\u1ed3 chi\u1ebfn l\u01b0\u1ee3c l\u00e0 g\u00ec<\/strong>? Trong b\u1ea3n \u0111\u1ed3 c\u00f3 4 y\u1ebfu t\u1ed1 n\u00e0o? C\u00e1ch t\u1ed1i \u01b0u c\u00e1c y\u1ebfu t\u1ed1 trong \u0111\u00f3? C\u00f9ng t\u00ecm hi\u1ec3u trong b\u00e0i vi\u1ebft chi ti\u1ebft d\u01b0\u1edbi \u0111\u00e2y.<\/p>\n\n\n\n

1. B\u1ea3n \u0111\u1ed3 chi\u1ebfn l\u01b0\u1ee3c l\u00e0 g\u00ec? Vai tr\u00f2 c\u1ee7a b\u1ea3n \u0111\u1ed3 chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ed1i v\u1edbi doanh nghi\u1ec7p<\/h2>\n\n\n\n

B\u1ea3n \u0111\u1ed3 chi\u1ebfn l\u01b0\u1ee3c (Strategy map)<\/strong> l\u00e0 l\u00e0 m\u1ed9t c\u00f4ng c\u1ee5 tr\u1ef1c quan, th\u01b0\u1eddng \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng trong qu\u1ea3n l\u00fd chi\u1ebfn l\u01b0\u1ee3c, \u0111\u1ec3 minh h\u1ecda m\u1ed1i quan h\u1ec7 gi\u1eefa c\u00e1c m\u1ee5c ti\u00eau chi\u1ebfn l\u01b0\u1ee3c c\u1ee7a m\u1ed9t t\u1ed5 ch\u1ee9c. N\u00f3 gi\u00fap c\u00e1c doanh nghi\u1ec7p h\u00ecnh dung r\u00f5 r\u00e0ng h\u01a1n v\u1ec1 c\u00e1ch th\u1ee9c c\u00e1c m\u1ee5c ti\u00eau kh\u00e1c nhau li\u00ean k\u1ebft v\u1edbi nhau v\u00e0 c\u00f9ng h\u01b0\u1edbng t\u1edbi m\u1ed9t t\u1ea7m nh\u00ecn chung.<\/p>\n\n\n

\n
\"M\u00f4
M\u00f4 h\u00ecnh t\u1ed5ng quan v\u1ec1 B\u1ea3n \u0111\u1ed3 chi\u1ebfn l\u01b0\u1ee3c (Strategy map)<\/em><\/figcaption><\/figure><\/div>\n\n\n

Chi\u1ebfn l\u01b0\u1ee3c<\/a> bao h\u00e0m s\u1ef1 di chuy\u1ec3n c\u1ee7a m\u1ed9t doanh nghi\u1ec7p t\u1eeb v\u1ecb tr\u00ed hi\u1ec7n t\u1ea1i sang m\u1ed9t v\u1ecb tr\u00ed k\u1ef3 v\u1ecdng kh\u00e1c trong t\u01b0\u01a1ng lai. B\u1edfi v\u00ec doanh nghi\u1ec7p m\u1edbi \u0111ang k\u1ef3 v\u1ecdng ch\u1ee9 ch\u01b0a bao gi\u1edd th\u1ef1c s\u1ef1 c\u00f3 m\u1eb7t t\u1ea1i \u0111i\u1ec3m \u0111\u1ebfn n\u00e0y, con \u0111\u01b0\u1eddng d\u1eabn \u0111\u1ebfn \u0111\u00f3 lu\u00f4n bao g\u1ed3m m\u1ed9t lo\u1ea1t c\u00e1c gi\u1ea3 thuy\u1ebft ch\u01b0a ki\u1ec3m \u0111\u1ecbnh \u0111\u01b0\u1ee3c \u0111\u1ed9 ch\u1eafc ch\u1eafn. B\u1ea3n \u0111\u1ed3 chi\u1ebfn l\u01b0\u1ee3c gi\u00fap doanh nghi\u1ec7p ch\u1ec9 r\u00f5 m\u1ed1i quan h\u1ec7 nguy\u00ean nh\u00e2n \u2013 k\u1ebft qu\u1ea3 gi\u1eefa c\u00e1c y\u1ebfu t\u1ed1 c\u1ea5u th\u00e0nh n\u00ean b\u1ed9 m\u00e1y, t\u1eeb \u0111\u00f3 cho bi\u1ebft vi\u1ec7c th\u1ef1c hi\u1ec7n c\u1ea3i ti\u1ebfn m\u1ed9t y\u1ebfu t\u1ed1 c\u1ee5 th\u1ec3 s\u1ebd t\u00e1c \u0111\u1ed9ng tr\u1ef1c ti\u1ebfp v\u00e0 gi\u00e1n ti\u1ebfp t\u1edbi nh\u1eefng y\u1ebfu t\u1ed1 kh\u00e1c nh\u01b0 th\u1ebf n\u00e0o.<\/p>\n\n\n\n

Sau \u0111\u00f3, B\u1ea3n \u0111\u1ed3 chi\u1ebfn l\u01b0\u1ee3c gi\u00fap s\u1eafp x\u1ebfp t\u1ea5t c\u1ea3 c\u00e1c \u0111\u01a1n v\u1ecb v\u00e0 ngu\u1ed3n l\u1ef1c c\u1ee7a doanh nghi\u1ec7p t\u01b0\u01a1ng \u1ee9ng v\u1edbi c\u00e1c gi\u1ea3 thuy\u1ebft \u0111\u00f3 v\u00e0 ch\u1ec9 ra c\u00e1c m\u1ee5c ti\u00eau quan tr\u1ecdng c\u1ea7n \u0111\u1ea1t \u0111\u01b0\u1ee3c nh\u1eb1m ph\u1ee5c v\u1ee5 chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ec1 ra. \u0110\u1ed3ng th\u1eddi, B\u1ea3n \u0111\u1ed3 c\u0169ng cung c\u1ea5p cho to\u00e0n th\u1ec3 nh\u00e2n vi\u00ean m\u1ed9t c\u00e1i nh\u00ecn tr\u1ef1c quan v\u1ec1 c\u00e1ch c\u00f4ng vi\u1ec7c c\u1ee7a h\u1ecd \u0111\u01b0\u1ee3c li\u00ean k\u1ebft v\u1edbi c\u00e1c m\u1ee5c ti\u00eau chung c\u1ee7a doanh nghi\u1ec7p.<\/p>\n\n\n\n

T\u1eeb m\u1ed9t g\u00f3c nh\u00ecn l\u1edbn h\u01a1n, B\u1ea3n \u0111\u1ed3 chi\u1ebfn l\u01b0\u1ee3c cho th\u1ea5y c\u00e1ch m\u1ed9t doanh nghi\u1ec7p c\u00f3 kh\u1ea3 n\u0103ng chuy\u1ec3n \u0111\u1ed5i c\u00e1c s\u00e1ng ki\u1ebfn \u200b\u200bv\u00e0 ngu\u1ed3n l\u1ef1c ti\u1ec1m \u1ea9n c\u1ee7a m\u00ecnh \u2013 bao g\u1ed3m c\u1ea3 c\u00e1c t\u00e0i s\u1ea3n v\u00f4 h\u00ecnh nh\u01b0 v\u0103n h\u00f3a doanh nghi\u1ec7p v\u00e0 tri th\u1ee9c c\u1ee7a nh\u00e2n vi\u00ean \u2013 th\u00e0nh c\u00e1c k\u1ebft qu\u1ea3 h\u1eefu h\u00ecnh nh\u01b0 doanh thu v\u00e0 l\u1ee3i nhu\u1eadn.<\/p>\n\n\n

\n
\"B\u1ea3n
B\u1ea3n \u0111\u1ed3 chi\u1ebfn l\u01b0\u1ee3c th\u1ec3 hi\u1ec7n m\u1ed1i li\u00ean k\u1ebft gi\u1eefa c\u00f4ng vi\u1ec7c c\u1ee7a nh\u00e2n vi\u00ean v\u1edbi c\u00e1c m\u1ee5c ti\u00eau chung c\u1ee7a doanh nghi\u1ec7p<\/em><\/figcaption><\/figure><\/div>\n\n\n

\u0110\u1ecdc th\u00eam:<\/strong> SWOT l\u00e0 g\u00ec? Ph\u00e2n t\u00edch m\u00f4 h\u00ecnh ma tr\u1eadn SWOT cho doanh nghi\u1ec7p<\/a><\/p>\n\n\n\n

2. C\u00e1c y\u1ebfu t\u1ed1 trong b\u1ea3n \u0111\u1ed3 chi\u1ebfn l\u01b0\u1ee3c<\/h2>\n\n\n\n

M\u1ed9t B\u1ea3n \u0111\u1ed3 chi\u1ebfn l\u01b0\u1ee3c ho\u00e0n ch\u1ec9nh bao g\u1ed3m 4 y\u1ebfu t\u1ed1 c\u1ea5u th\u00e0nh, l\u1ea7n l\u01b0\u1ee3t t\u1eeb tr\u00ean xu\u1ed1ng d\u01b0\u1edbi k\u1ec3 t\u1eeb ph\u00eda g\u1eafn k\u1ebft ch\u1eb7t ch\u1ebd nh\u1ea5t v\u1edbi gi\u00e1 tr\u1ecb d\u00e0i h\u1ea1n c\u1ee7a c\u1ed5 \u0111\u00f4ng doanh nghi\u1ec7p l\u00e0: y\u1ebfu t\u1ed1 t\u00e0i ch\u00ednh, y\u1ebfu t\u1ed1 kh\u00e1ch h\u00e0ng, y\u1ebfu t\u1ed1 quy tr\u00ecnh v\u00e0 y\u1ebfu t\u1ed1 h\u1ecdc t\u1eadp \u2013 ph\u00e1t tri\u1ec3n.<\/p>\n\n\n\n

2.1. Y\u1ebfu t\u1ed1 t\u00e0i ch\u00ednh<\/h3>\n\n\n\n

C\u00f4ng th\u1ee9c t\u00ednh l\u1ee3i nhu\u1eadn kinh doanh \u0111\u01b0\u1ee3c m\u00f4 t\u1ea3 nh\u01b0 sau:<\/em><\/p>\n\n\n\n

L\u1ee3i nhu\u1eadn = Doanh thu \u2013 Chi ph\u00ed = (S\u1ed1 l\u01b0\u1ee3ng s\u1ea3n ph\u1ea9m b\u00e1n \u0111\u01b0\u1ee3c x Gi\u00e1 tr\u1ecb s\u1ea3n ph\u1ea9m x S\u1ed1 l\u1ea7n mua) \u2013 Chi ph\u00ed<\/strong><\/em><\/p>\n\n\n\n

Theo \u0111\u00f3, nh\u1eb1m m\u1ee5c \u0111\u00edch gia t\u0103ng l\u1ee3i nhu\u1eadn<\/a> cho doanh nghi\u1ec7p, c\u00f3 hai nh\u00f3m chi\u1ebfn l\u01b0\u1ee3c ph\u1ed5 bi\u1ebfn m\u00e0 doanh nghi\u1ec7p c\u00f3 th\u1ec3 \u00e1p d\u1ee5ng: li\u00ean quan t\u1edbi n\u0103ng su\u1ea5t v\u00e0 li\u00ean quan t\u1edbi \u0111\u1ecbnh h\u01b0\u1edbng ph\u00e1t tri\u1ec3n.  <\/strong><\/p>\n\n\n\n

Chi\u1ebfn l\u01b0\u1ee3c n\u0103ng su\u1ea5t th\u01b0\u1eddng bao g\u1ed3m c\u00e1c chi\u1ebfn l\u01b0\u1ee3c ng\u1eafn h\u1ea1n. V\u00ed d\u1ee5 nh\u01b0: c\u1ea3i thi\u1ec7n c\u01a1 c\u1ea5u chi ph\u00ed<\/a> b\u1eb1ng c\u00e1ch nh\u1eadp h\u00e0ng lo\u1ea1i B (thay v\u00ec lo\u1ea1i A nh\u01b0 ban \u0111\u1ea7u) nh\u1eb1m gi\u1ea3m chi ph\u00ed \u0111\u1ea7u v\u00e0o, t\u1ed1i \u0111a ho\u00e1 \u0111\u1ed9 hi\u1ec7u d\u1ee5ng c\u1ee7a t\u00e0i s\u1ea3n b\u1eb1ng c\u00e1ch t\u0103ng g\u1ea5p \u0111\u00f4i t\u1ea7n su\u1ea5t s\u1eed d\u1ee5ng xe v\u1eadn chuy\u1ec3n so v\u1edbi th\u00f4ng th\u01b0\u1eddng,\u2026<\/p>\n\n\n\n

Chi\u1ebfn l\u01b0\u1ee3c ph\u00e1t tri\u1ec3n th\u01b0\u1eddng l\u00e0 c\u00e1c chi\u1ebfn l\u01b0\u1ee3c ph\u1ee5c v\u1ee5 cho d\u00e0i h\u1ea1n. V\u00ed d\u1ee5 nh\u01b0: t\u0103ng c\u01a1 h\u1ed9i ti\u1ebfp c\u1eadn kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng b\u1eb1ng c\u00e1ch m\u1edf r\u1ed9ng th\u00eam chi nh\u00e1nh, t\u0103ng l\u1ee3i th\u1ebf chu\u1ed7i cung \u1ee9ng b\u1eb1ng c\u00e1ch \u0111\u1ea7u t\u01b0 cho d\u00e2y chuy\u1ec1n s\u1ea3n xu\u1ea5t c\u00e1c thi\u1ebft b\u1ecb c\u00f4ng ngh\u1ec7 cao, t\u0103ng doanh thu<\/a> mang l\u1ea1i t\u1eeb kh\u00e1ch h\u00e0ng b\u1eb1ng c\u00e1ch \u0111\u00f3ng g\u00f3i s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5 theo combo,\u2026<\/p>\n\n\n\n

L\u01b0u \u00fd r\u1eb1ng c\u0169ng c\u00f3 nhi\u1ec1u bi\u1ec7n ph\u00e1p gia t\u0103ng l\u1ee3i nhu\u1eadn \u201clai\u201d gi\u1eefa ng\u1eafn h\u1ea1n v\u00e0 d\u00e0i h\u1ea1n, t\u00f9y thu\u1ed9c v\u00e0o c\u00e1ch doanh nghi\u1ec7p t\u00e1c \u0111\u1ed9ng t\u1edbi c\u00e1c bi\u1ebfn s\u1ed1 nh\u01b0 th\u1ebf n\u00e0o. L\u1ea5y v\u00ed d\u1ee5, c\u00f9ng nh\u1eb1m m\u1ee5c \u0111\u00edch gia t\u0103ng n\u0103ng su\u1ea5t lao \u0111\u1ed9ng t\u1eeb 70% l\u00ean 100%, ch\u00ednh s\u00e1ch t\u0103ng ca ch\u1ec9 c\u00f3 th\u1ec3 \u00e1p d\u1ee5ng \u0111\u01b0\u1ee3c trong m\u1ed9t kho\u1ea3ng th\u1eddi gian ng\u1eafn, trong khi gi\u1ea3i ph\u00e1p \u0111\u00e0o t\u1ea1o v\u00e0 ph\u00e1t tri\u1ec3n nh\u00e2n s\u1ef1 (L&D)<\/a> l\u1ea1i th\u1ef1c s\u1ef1 hi\u1ec7u qu\u1ea3 trong d\u00e0i h\u1ea1n.  <\/p>\n\n\n\n

R\u00f5 r\u00e0ng, t\u00e0i ch\u00ednh lu\u00f4n l\u00e0 y\u1ebfu t\u1ed1 quan t\u00e2m h\u00e0ng \u0111\u1ea7u c\u1ee7a m\u1ecdi doanh nghi\u1ec7p. Doanh nghi\u1ec7p n\u00e0o c\u0169ng mu\u1ed1n gia t\u0103ng l\u1ee3i nhu\u1eadn m\u1ed9t c\u00e1ch nhanh nh\u1ea5t v\u00e0 cao nh\u1ea5t. Tuy nhi\u00ean, trong m\u1ed9t giai \u0111o\u1ea1n kinh doanh nh\u1ea5t \u0111\u1ecbnh, doanh nghi\u1ec7p c\u1ea7n c\u00e2n nh\u1eafc chi ph\u00ed c\u01a1 h\u1ed9i v\u00e0 x\u00e1c \u0111\u1ecbnh chi\u1ebfn l\u01b0\u1ee3c r\u00f5 r\u00e0ng ngay t\u1eeb \u0111\u1ea7u vi\u1ec7c ph\u00e2n b\u1ed5 bao nhi\u00eau ph\u1ea7n tr\u0103m ngu\u1ed3n l\u1ef1c cho c\u00e1c bi\u1ec7n ph\u00e1p gia t\u0103ng l\u1ee3i nhu\u1eadn ng\u1eafn h\u1ea1n v\u00e0 d\u00e0i h\u1ea1n.<\/strong><\/p>\n\n\n\n

V\u00ed d\u1ee5, trong b\u1ed1i c\u1ea3nh \u0111\u1ea1i d\u1ecbch Covid-19, doanh nghi\u1ec7p n\u00ean t\u1eadp trung 80% cho ng\u1eafn h\u1ea1n \u0111\u1ec3 t\u1ed3n t\u1ea1i v\u00e0 v\u01b0\u1ee3t qua giai \u0111o\u1ea1n kh\u00f3 kh\u0103n tr\u01b0\u1edbc m\u1eaft. 20% c\u00f2n l\u1ea1i, tuy chi\u1ebfm thi\u1ec3u s\u1ed1 nh\u01b0ng kh\u00f4ng th\u1ec3 b\u1ecf qua, l\u00e0 ngu\u1ed3n l\u1ef1c n\u00ean d\u00e0nh cho qu\u00e1 tr\u00ecnh nghi\u00ean c\u1ee9u c\u1ea3i ti\u1ebfn b\u1ed9 m\u00e1y ho\u1ea1t \u0111\u1ed9ng ho\u1eb7c th\u1eed nghi\u1ec7m th\u1ecb tr\u01b0\u1eddng m\u1edbi.<\/p>\n\n\n

\n
\"T\u00e0i
T\u00e0i ch\u00ednh lu\u00f4n l\u00e0 y\u1ebfu t\u1ed1 quan t\u00e2m h\u00e0ng \u0111\u1ea7u c\u1ee7a m\u1ecdi doanh nghi\u1ec7p, l\u00e0 t\u1ea7ng tr\u00ean c\u00f9ng c\u1ee7a B\u1ea3n \u0111\u1ed3 chi\u1ebfn l\u01b0\u1ee3c<\/em><\/figcaption><\/figure><\/div>\n\n\n

2.2. Y\u1ebfu t\u1ed1 kh\u00e1ch h\u00e0ng<\/h3>\n\n\n\n

Sau khi ho\u1ea1ch \u0111\u1ecbnh m\u1ee5c ti\u00eau t\u00e0i ch\u00ednh th\u00e0nh c\u00f4ng, \u0111\u00e2y l\u00e0 l\u00fac doanh nghi\u1ec7p c\u1ea7n \u0111\u1ecbnh v\u1ecb c\u00e1c chi\u1ebfn l\u01b0\u1ee3c li\u00ean quan t\u1edbi kh\u00e1ch h\u00e0ng.<\/p>\n\n\n\n

Mu\u1ed1n c\u00f3 \u0111\u01b0\u1ee3c doanh thu v\u00e0 l\u1ee3i nhu\u1eadn, doanh nghi\u1ec7p b\u1eaft bu\u1ed9c ph\u1ea3i c\u00f3 \u0111\u01b0\u1ee3c kh\u00e1ch h\u00e0ng, kh\u1ea3 n\u0103ng sinh l\u1eddi, s\u1ef1 trung th\u00e0nh v\u00e0 s\u1ef1 t\u0103ng tr\u01b0\u1edfng s\u1ed1 l\u01b0\u1ee3ng t\u1eeb h\u1ecd. C\u00f3 hai c\u00e2u h\u1ecfi quan tr\u1ecdng doanh nghi\u1ec7p c\u1ea7n tr\u1ea3 l\u1eddi: \u201cB\u00e1n c\u00e1i g\u00ec v\u00e0 b\u00e1n cho ai?\u201d<\/strong><\/p>\n\n\n\n

T\u01b0\u01a1ng \u1ee9ng v\u1edbi ch\u00fang, doanh nghi\u1ec7p c\u1ea7n quan t\u00e2m t\u1edbi ba y\u1ebfu t\u1ed1 c\u1ea5u th\u00e0nh sau:<\/p>\n\n\n\n

M\u1ed9t trong nh\u1eefng y\u1ebfu t\u1ed1 c\u1ed1t l\u00f5i quy\u1ebft \u0111\u1ecbnh th\u00e0nh c\u00f4ng trong kinh doanh l\u00e0 thu\u1ed9c t\u00ednh c\u1ee7a s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5<\/strong> c\u00f3 ph\u00f9 h\u1ee3p v\u1edbi ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau hay kh\u00f4ng. C\u00f3 r\u1ea5t nhi\u1ec1u ti\u00eau ch\u00ed \u0111\u1ec3 \u0111\u00e1nh gi\u00e1, v\u00e0 \u0111\u00f4i khi ch\u1ec9 c\u1ea7n m\u1ed9t v\u00e0i thu\u1ed9c t\u00ednh \u0111\u1eb7c tr\u01b0ng nh\u1ea5t \u0111\u1ecbnh \u0111\u1ec3 m\u1ed9t s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5 c\u00f3 \u0111\u01b0\u1ee3c th\u1ecb tr\u01b0\u1eddng.<\/p>\n\n\n\n

L\u1ea5y v\u00ed d\u1ee5: Ng\u00e0y c\u00e0ng nhi\u1ec1u smartphone \u0111a t\u00ednh n\u0103ng \u0111\u01b0\u1ee3c l\u00ean k\u1ec7 thay th\u1ebf cho nh\u1eefng chi\u1ebfc \u201cstupid phone\u201d \u0111\u01a1n thu\u1ea7n, GrabFood v\u00e0 Shopee Food \u0111\u01b0\u1ee3c nh\u00e2n vi\u00ean v\u0103n ph\u00f2ng \u01b0a chu\u1ed9ng v\u00ec \u0111\u1ed9 s\u1eb5n s\u00e0ng cung \u1ee9ng s\u1ea3n ph\u1ea9m, qu\u1ea7n \u00e1o ch\u1ea5t l\u01b0\u1ee3ng trung b\u00ecnh v\u1edbi gi\u00e1 th\u00e0nh r\u1ebb c\u1ef1c k\u1ef3 ph\u00f9 h\u1ee3p v\u1edbi \u201cch\u1ee3 sinh vi\u00ean\u201d, m\u1ed9t h\u1ec7 sinh th\u00e1i bao tr\u00f9m r\u1ea5t nhi\u1ec1u d\u1ecbch v\u1ee5 nh\u01b0 Vingroup l\u1ea1i ph\u00f9 h\u1ee3p v\u1edbi c\u00e1c khu chung c\u01b0 cao c\u1ea5p,\u2026<\/p>\n\n\n\n

C\u0169ng b\u1edfi \u0111i\u1ec1u quan tr\u1ecdng l\u00e0 \u0111\u1ed9 ph\u00f9 h\u1ee3p (ch\u1ee9 kh\u00f4ng ph\u1ea3i th\u1ee9 t\u1ef1), n\u00ean doanh nghi\u1ec7p ho\u00e0n to\u00e0n c\u00f3 th\u1ec3 ch\u1ee7 \u0111\u1ed9ng l\u1ef1a ch\u1ecdn m\u1ed9t trong hai quy tr\u00ecnh b\u00e1n h\u00e0ng: (1) t\u1ea1o ra s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5 tr\u01b0\u1edbc r\u1ed3i m\u1edbi t\u00ecm t\u1edbi kh\u00e1ch h\u00e0ng ph\u00f9 h\u1ee3p; (2) nghi\u00ean c\u1ee9u v\u00e0 x\u00e1c \u0111\u1ecbnh kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau tr\u01b0\u1edbc khi quy\u1ebft \u0111\u1ecbnh s\u1ebd cung c\u1ea5p cho h\u1ecd \u0111i\u1ec1u g\u00ec.<\/p>\n\n\n\n

Gi\u1eef m\u1ed1i quan h\u1ec7 t\u1ed1t v\u1edbi kh\u00e1ch h\u00e0ng<\/strong>\u00a0c\u0169ng l\u00e0 m\u1ed9t ph\u1ea7n quan tr\u1ecdng trong chi\u1ebfn l\u01b0\u1ee3c kinh doanh<\/a> c\u1ee7a doanh nghi\u1ec7p. Cung c\u1ea5p d\u1ecbch v\u1ee5 t\u1ed1t ch\u00ednh l\u00e0 c\u00e1ch \u0111\u1ec3 t\u0103ng c\u01b0\u1eddng tr\u1ea3i nghi\u1ec7m t\u00edch c\u1ef1c cho kh\u00e1ch h\u00e0ng, t\u1eeb \u0111\u00f3 c\u00f3 th\u1ec3 gi\u1eef ch\u00e2n kh\u00e1ch h\u00e0ng \u0111i h\u1ebft h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng (customer journey)<\/a> \u0111\u1ec3 khai th\u00e1c gi\u00e1 tr\u1ecb tr\u1ecdn \u0111\u1eddi c\u1ee7a h\u1ecd. C\u1ed9ng t\u00e1c v\u1edbi kh\u00e1ch h\u00e0ng l\u1ea1i l\u00e0 m\u1ed9t c\u1ea5p \u0111\u1ed9 m\u1ed1i quan h\u1ec7 cao h\u01a1n, m\u00e0 trong \u0111\u00f3 kh\u00e1ch h\u00e0ng \u0111\u00e3 t\u1ef1 l\u1ef1a ch\u1ecdn tr\u1edf th\u00e0nh \u0111\u1ed1i t\u00e1c b\u00e1n h\u00e0ng ho\u1eb7c th\u1eadm ch\u00ed l\u00e0 \u201cs\u1ee9 gi\u1ea3 th\u01b0\u01a1ng hi\u1ec7u\u201d mi\u1ec5n ph\u00ed cho doanh nghi\u1ec7p.<\/p>\n\n\n\n

\u0110\u1ecdc th\u00eam:<\/strong> M\u00f4 h\u00ecnh PESTEL l\u00e0 g\u00ec? Gi\u1ea3i m\u00e3 6 y\u1ebfu t\u1ed1 c\u1ee7a m\u00f4i tr\u01b0\u1eddng kinh doanh<\/a><\/p>\n\n\n\n

Trong qu\u00e1 tr\u00ecnh ti\u1ebfp c\u1eadn t\u1edbi kh\u00e1ch h\u00e0ng, doanh nghi\u1ec7p c\u1ea7n th\u1ef1c hi\u1ec7n song song vi\u1ec7c \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u<\/strong> hay c\u00f2n g\u1ecdi l\u00e0 h\u00ecnh \u1ea3nh c\u1ee7a doanh nghi\u1ec7p trong t\u00e2m tr\u00ed c\u1ee7a kh\u00e1ch. C\u00e1c gi\u1ea3i ph\u00e1p n\u00e0y v\u1eeba gi\u00fap doanh nghi\u1ec7p thu\u1eadn l\u1ee3i b\u00e1n h\u00e0ng h\u01a1n, v\u1eeba gi\u00fap thu h\u00fat nhi\u1ec1u kh\u00e1ch h\u00e0ng thu\u1ed9c \u0111\u00fang ph\u00e2n kh\u00fac m\u1ee5c ti\u00eau h\u01a1n trong t\u01b0\u01a1ng lai. Gi\u1ed1ng nh\u01b0 c\u00e1ch Mercedes \u0111\u01b0\u1ee3c \u0111\u1ecbnh v\u1ecb l\u00e0 d\u00f2ng xe h\u01a1i sang tr\u1ecdng v\u00e0 \u0111\u1eaft ti\u1ec1n h\u00e0ng \u0111\u1ea7u th\u1ebf gi\u1edbi v\u1eady.<\/p>\n\n\n

\n
\"B\u1ea3n
B\u1ea3n \u0111\u1ed3 chi\u1ebfn l\u01b0\u1ee3c ch\u1ec9 ra c\u00e1ch gi\u00fap doanh nghi\u1ec7p c\u00f3 \u0111\u01b0\u1ee3c kh\u00e1ch h\u00e0ng, kh\u1ea3 n\u0103ng sinh l\u1eddi, s\u1ef1 trung th\u00e0nh v\u00e0 t\u0103ng tr\u01b0\u1edfng s\u1ed1 l\u01b0\u1ee3ng t\u1eeb h\u1ecd<\/em><\/figcaption><\/figure><\/div>\n\n\n

2.3. Y\u1ebfu t\u1ed1 quy tr\u00ecnh<\/h3>\n\n\n\n

Khi doanh nghi\u1ec7p \u0111\u00e3 c\u00f3 b\u1ee9c tranh r\u00f5 r\u00e0ng v\u1ec1 quan \u0111i\u1ec3m t\u00e0i ch\u00ednh v\u00e0 kh\u00e1ch h\u00e0ng, \u0111\u00e2y l\u00e0 l\u00fac nh\u00e0 l\u00e3nh \u0111\u1ea1o c\u1ea7n x\u00e1c \u0111\u1ecbnh c\u00e1c ph\u01b0\u01a1ng ph\u00e1p \u0111\u1ec3 thu v\u1ec1 gi\u00e1 tr\u1ecb kh\u00e1c bi\u1ec7t t\u1eeb ph\u00eda kh\u00e1ch h\u00e0ng, \u0111\u1ed3ng th\u1eddi \u0111\u1ea1t \u0111\u01b0\u1ee3c c\u00e1c m\u1ee5c ti\u00eau t\u00e0i ch\u00ednh c\u1ee7a m\u00ecnh. <\/p>\n\n\n\n

S\u1ef1 th\u1ecfa m\u00e3n c\u1ee7a kh\u00e1ch h\u00e0ng b\u1eaft ngu\u1ed3n t\u1eeb vi\u1ec7c h\u1ecd c\u00f3 h\u00e0i l\u00f2ng v\u1edbi c\u00e1c thu\u1ed9c t\u00ednh c\u1ee7a s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5 v\u00e0 doanh nghi\u1ec7p c\u00f3 cung c\u1ea5p cho h\u1ecd tr\u1ea3i nghi\u1ec7m mua h\u00e0ng \u0111\u1ee7 tuy\u1ec7t v\u1eddi hay kh\u00f4ng. \u0110\u1ec3 \u0111\u00e1p \u1ee9ng hai \u0111i\u1ec1u ki\u1ec7n \u0111\u00f3, doanh nghi\u1ec7p b\u1eaft bu\u1ed9c ph\u1ea3i l\u1ef1a ch\u1ecdn \u201ccung c\u1ea5p\u201d gi\u00e1 tr\u1ecb cho kh\u00e1ch h\u00e0ng tr\u01b0\u1edbc khi \u201cthu v\u1ec1\u201d, b\u1eb1ng c\u00e1ch t\u1ed1i \u01b0u c\u00e1c quy tr\u00ecnh n\u1ed9i b\u1ed9 c\u00f3 li\u00ean quan nh\u01b0 quy tr\u00ecnh s\u1ea3n xu\u1ea5t, quy tr\u00ecnh qu\u1ea3n l\u00fd v\u00e0 ch\u0103m s\u00f3c kh\u00e1ch h\u00e0ng,\u2026<\/p>\n\n\n\n

Vi\u1ec7c c\u1ea3i ti\u1ebfn c\u00e1c quy tr\u00ecnh v\u1eadn h\u00e0nh kinh doanh n\u00e0y, t\u00f9y theo giai \u0111o\u1ea1n, c\u0169ng mang l\u1ea1i cho doanh nghi\u1ec7p l\u1ee3i \u00edch t\u00e0i ch\u00ednh nh\u1ea5t \u0111\u1ecbnh. D\u1ec5 th\u1ea5y nh\u1ea5t, vi\u1ec7c t\u0103ng hi\u1ec7u qu\u1ea3 ho\u1ea1t \u0111\u1ed9ng c\u1ee7a ch\u00fang gi\u00fap tr\u1ef1c ti\u1ebfp ti\u1ebft ki\u1ec7m ngu\u1ed3n chi ph\u00ed ng\u1eafn h\u1ea1n. T\u0103ng tr\u01b0\u1edfng doanh thu t\u1eeb kh\u00e1ch h\u00e0ng \u0111\u01b0\u1ee3c t\u00edch l\u0169y trong th\u1eddi gian trung h\u1ea1n, c\u00f2n t\u0103ng c\u01b0\u1eddng \u0111\u1ed5i m\u1edbi c\u00f3 th\u1ec3 t\u1ea1o ra doanh thu d\u00e0i h\u1ea1n v\u00e0 c\u1ea3i thi\u1ec7n t\u1ef7 su\u1ea5t l\u1ee3i nhu\u1eadn.<\/p>\n\n\n\n

\u0110\u00f3 l\u00e0 l\u00fd do y\u1ebfu t\u1ed1 quy tr\u00ecnh \u0111\u01b0\u1ee3c coi tr\u1ecdng v\u00e0 x\u1ebfp v\u00e0o t\u1ea7ng th\u1ee9 ba trong B\u1ea3n \u0111\u1ed3 chi\u1ebfn l\u01b0\u1ee3c. Quy tr\u00ecnh ch\u00ednh l\u00e0 c\u1ed1t l\u00f5i c\u1ee7a b\u1ed9 m\u00e1y v\u1eadn h\u00e0nh doanh nghi\u1ec7p.<\/strong><\/p>\n\n\n\n

Nh\u1eb1m li\u00ean k\u1ebft ch\u1eb7t ch\u1ebd t\u1ea5t c\u1ea3 quy tr\u00ecnh v\u1eadn h\u00e0nh v\u00e0o c\u00e1c y\u1ebfu t\u1ed1 kh\u00e1c trong B\u1ea3n \u0111\u1ed3 chi\u1ebfn l\u01b0\u1ee3c, doanh nghi\u1ec7p n\u00ean th\u1ef1c hi\u1ec7n ph\u00e2n lo\u1ea1i quy tr\u00ecnh theo ch\u1ee9c n\u0103ng<\/strong>: m\u1ed7i nh\u00f3m ch\u1ee9c n\u0103ng s\u1ebd ph\u00e1t huy t\u00e1c d\u1ee5ng v\u00e0 t\u1ea1o ra gi\u00e1 tr\u1ecb h\u1eefu h\u00ecnh cho doanh nghi\u1ec7p trong t\u1eebng giai \u0111o\u1ea1n v\u00e0 th\u1eddi \u0111i\u1ec3m kh\u00e1c nhau. <\/p>\n\n\n\n

C\u00f3 4 nh\u00f3m quy tr\u00ecnh ch\u00ednh trong c\u00e1c doanh nghi\u1ec7p ho\u1ea1t \u0111\u1ed9ng:<\/strong><\/p>\n\n\n\n