{"id":111051,"date":"2021-11-04T15:16:45","date_gmt":"2021-11-04T08:16:45","guid":{"rendered":"https:\/\/tino.org\/?p=5577"},"modified":"2025-06-11T15:34:09","modified_gmt":"2025-06-11T08:34:09","slug":"mo-hinh-thuong-hieu-truyen-thong","status":"publish","type":"post","link":"https:\/\/tino.vn\/blog\/mo-hinh-thuong-hieu-truyen-thong\/","title":{"rendered":"M\u00f4 h\u00ecnh th\u01b0\u01a1ng hi\u1ec7u truy\u1ec1n th\u00f4ng n\u00e0o ph\u00f9 h\u1ee3p v\u1edbi doanh nghi\u1ec7p c\u1ee7a b\u1ea1n?"},"content":{"rendered":"\n

\u0110\u1ed1i v\u1edbi m\u1ed9t doanh nghi\u1ec7p, th\u01b0\u01a1ng hi\u1ec7u<\/a> l\u00e0 ngu\u1ed3n t\u00e0i s\u1ea3n qu\u00fd gi\u00e1 nh\u1ea5t. \u0110\u1eb7c bi\u1ec7t, trong b\u1ed1i c\u1ea3nh \u201cm\u1edf c\u1eeda kinh t\u1ebf\u201d, vai tr\u00f2 c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u c\u00e0ng tr\u1edf n\u00ean quan tr\u1ecdng h\u01a1n. V\u00ec v\u1eady, \u0111\u1ec3 t\u0103ng kh\u1ea3 n\u0103ng nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u, c\u00e1c m\u00f4 h\u00ecnh th\u01b0\u01a1ng hi\u1ec7u truy\u1ec1n th\u00f4ng \u0111\u00e3 ra \u0111\u1eddi, m\u1edf ra \u201cb\u01b0\u1edbc ngo\u1eb7t\u201d m\u1edbi trong l\u0129nh v\u1ef1c truy\u1ec1n th\u00f4ng – ti\u1ebfp th\u1ecb hi\u1ec7n \u0111\u1ea1i.<\/strong> <\/p>\n\n\n\n

<\/a>T\u00ecm hi\u1ec3u v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u truy\u1ec1n th\u00f4ng<\/strong><\/h2>\n\n\n\n

<\/a>Th\u01b0\u01a1ng hi\u1ec7u truy\u1ec1n th\u00f4ng l\u00e0 g\u00ec?<\/strong><\/h3>\n\n\n\n

Th\u01b0\u01a1ng hi\u1ec7u truy\u1ec1n th\u00f4ng bao g\u1ed3m c\u00e1c ho\u1ea1t \u0111\u1ed9ng ti\u1ebfp th\u1ecb, qu\u1ea3ng b\u00e1 s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5 nh\u1eb1m n\u00e2ng cao kh\u1ea3 n\u0103ng nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u1ed9t doanh nghi\u1ec7p. C\u00f3 nhi\u1ec1u ph\u01b0\u01a1ng th\u1ee9c kh\u00e1c nhau \u0111\u1ec3 truy\u1ec1n th\u00f4ng th\u01b0\u01a1ng hi\u1ec7u, nh\u01b0: \u0111\u0103ng b\u00e0i tr\u00ean m\u1ea1ng x\u00e3 h\u1ed9i<\/a>, podcast, website, blog, t\u1ea1p ch\u00ed, ph\u01b0\u01a1ng ti\u1ec7n truy\u1ec1n th\u00f4ng \u0111\u1ea1i ch\u00fang,… <\/p>\n\n\n\n

\"mo-hinh-thuong-hieu-truyen-thong\"<\/figure><\/div>\n\n\n\n

\n M\u1ed9t doanh nghi\u1ec7p ch\u1ec9 th\u00e0nh c\u00f4ng khi t\u1ea1o d\u1ef1ng \u0111\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u truy\u1ec1n th\u00f4ng c\u00f3 s\u1ee9c \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn ng\u01b0\u1eddi ti\u00eau d\u00f9ng, kh\u00e1ch h\u00e0ng, \u0111\u1ed1i t\u00e1c ho\u1eb7c nh\u00e0 t\u00e0i tr\u1ee3. Th\u01b0\u01a1ng hi\u1ec7u truy\u1ec1n th\u00f4ng l\u00e0 m\u1ed9t ho\u1ea1t \u0111\u1ed9ng c\u1ed1t l\u00f5i c\u1ee7a chi\u1ebfn l\u01b0\u1ee3c v\u00e0 qu\u1ea3n l\u00fd th\u01b0\u01a1ng hi\u1ec7u. M\u1ee5c ti\u00eau c\u1ee7a ho\u1ea1t \u0111\u1ed9ng n\u00e0y l\u00e0 t\u1ea1o ra s\u1ef1 li\u00ean k\u1ebft gi\u1eefa doanh nghi\u1ec7p v\u1edbi c\u00e1c b\u00ean li\u00ean quan (kh\u00e1ch h\u00e0ng, \u0111\u1ed1i t\u00e1c, nh\u00e0 cung c\u1ea5p, nh\u00e0 t\u00e0i tr\u1ee3,…).\n<\/p>\n\n\n\n

<\/a>T\u1ea7m quan tr\u1ecdng c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u truy\u1ec1n th\u00f4ng<\/strong><\/h3>\n\n\n\n

<\/a>T\u0103ng kh\u1ea3 n\u0103ng \u1ea3nh h\u01b0\u1edfng<\/strong><\/h4>\n\n\n\n

\n S\u1ef1 t\u1ed3n t\u1ea1i v\u00e0 ph\u00e1t tri\u1ec3n c\u1ee7a m\u1ed9t doanh nghi\u1ec7p ph\u1ee5 thu\u1ed9c r\u1ea5t l\u1edbn v\u00e0o kh\u1ea3 n\u0103ng nh\u1eadn di\u1ec7n c\u1ee7a kh\u00e1ch h\u00e0ng. Doanh nghi\u1ec7p \u0111\u01b0\u1ee3c bi\u1ebft \u0111\u1ebfn c\u00e0ng nhi\u1ec1u, c\u00e0ng c\u00f3 v\u1ecb th\u1ebf cao v\u00e0 t\u0103ng \u0111\u1ed9 \u201cph\u1ee7 s\u00f3ng\u201d tr\u00ean th\u1ecb tr\u01b0\u1eddng. V\u00e0 th\u01b0\u01a1ng hi\u1ec7u truy\u1ec1n th\u00f4ng ch\u00ednh l\u00e0 gi\u1ea3i ph\u00e1p gi\u00fap doanh nghi\u1ec7p \u201cbi\u1ebfn \u01b0\u1edbc m\u01a1 c\u1ee7a m\u00ecnh th\u00e0nh s\u1ef1 th\u1eadt\u201d.\n<\/p>\n\n\n\n

\n C\u00e1c chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u truy\u1ec1n th\u00f4ng hi\u1ec7u qu\u1ea3 gi\u00fap doanh nghi\u1ec7p t\u0103ng \u0111\u1ed9 \u201cph\u1ee7 s\u00f3ng\u201d v\u00e0 t\u1ea1o ra s\u1ee9c \u1ea3nh h\u01b0\u1edfng m\u1ea1nh m\u1ebd \u0111\u1ebfn kh\u00e1ch h\u00e0ng. T\u1eeb \u0111\u00f3, doanh nghi\u1ec7p c\u00f3 nhi\u1ec1u c\u01a1 h\u1ed9i h\u01a1n \u0111\u1ec3 cung \u1ee9ng s\u1ea3n ph\u1ea9m ra th\u1ecb tr\u01b0\u1eddng, x\u00e2y d\u1ef1ng \u201cn\u1ec1n t\u1ea3ng\u201d v\u1eefng ch\u1eafc gi\u00fap t\u0103ng tr\u01b0\u1edfng doanh thu.\n<\/p>\n\n\n\n

\"mo-hinh-thuong-hieu-truyen-thong\"<\/figure><\/div>\n\n\n\n

<\/a>T\u1ea1o ra d\u1ea5u \u1ea5n ri\u00eang<\/strong><\/h4>\n\n\n\n

\n Doanh nghi\u1ec7p c\u00f3 th\u1ec3 truy\u1ec1n t\u1ea3i th\u00f4ng \u0111i\u1ec7p v\u00e0 nh\u1eefng gi\u00e1 tr\u1ecb ri\u00eang qua c\u00e1c chi\u1ebfn l\u01b0\u1ee3c truy\u1ec1n th\u00f4ng th\u01b0\u01a1ng hi\u1ec7u. C\u00f3 th\u1ec3, doanh nghi\u1ec7p b\u1ea1n ch\u1ec9 l\u00e0 m\u1ed9t \u201ch\u1ea1t c\u00e1t nh\u1ecf\u201d gi\u1eefa sa m\u1ea1c r\u1ed9ng l\u1edbn. Nh\u01b0ng n\u1ebfu th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n s\u1edf h\u1eefu nh\u1eefng \u201cgam m\u00e0u\u201d ri\u00eang, \u201cch\u1ea1m\u201d \u0111\u00fang \u201ct\u1ea7n s\u1ed1\u201d c\u1ee7a kh\u00e1ch h\u00e0ng trong ph\u00e2n kh\u00fac ho\u1ea1t \u0111\u1ed9ng, b\u1ea1n s\u1ebd c\u00f3 c\u01a1 h\u1ed9i bi\u1ebfn th\u00e0nh \u201cvi\u00ean ng\u1ecdc qu\u00fd\u201d v\u00e0 th\u1ecfa s\u1ee9c \u201ct\u1ecfa s\u00e1ng\u201d tr\u00ean th\u1ecb tr\u01b0\u1eddng.\n<\/p>\n\n\n\n

<\/a>T\u0103ng \u201cs\u1ee9c n\u1eb7ng\u201d th\u01b0\u01a1ng hi\u1ec7u<\/strong><\/h4>\n\n\n\n

\n Gi\u00e1 tr\u1ecb c\u1ee7a m\u1ed9t doanh nghi\u1ec7p kh\u00f4ng \u0111\u01b0\u1ee3c \u0111o l\u01b0\u1eddng b\u1eb1ng kh\u1ed1i l\u01b0\u1ee3ng t\u00e0i s\u1ea3n h\u1ecd \u0111\u00e3 s\u1edf h\u1eefu, m\u00e0 n\u1eb1m \u1edf ni\u1ec1m tin, s\u1ef1 t\u00edn nhi\u1ec7m c\u1ee7a kh\u00e1ch h\u00e0ng \u0111\u1ed1i v\u1edbi doanh nghi\u1ec7p \u0111\u00f3.\n<\/p>\n\n\n\n

\n Kh\u00f4ng ch\u1ec9 t\u1ea1o ra nh\u1eefng gi\u00e1 tr\u1ecb ri\u00eang cho doanh nghi\u1ec7p, th\u01b0\u01a1ng hi\u1ec7u truy\u1ec1n th\u00f4ng c\u00f2n l\u00e0m t\u0103ng gi\u00e1 tr\u1ecb c\u1ee7a s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5 m\u00e0 doanh nghi\u1ec7p cung c\u1ea5p. V\u00ed d\u1ee5, khi s\u1edf h\u1eefu m\u1ed9t chi\u1ebfc t\u00fai x\u00e1ch Gucci, b\u1ea1n ph\u1ea3i tr\u1ea3 m\u1ee9c gi\u00e1 cao h\u01a1n so v\u1edbi gi\u00e1 tr\u1ecb s\u1eed d\u1ee5ng. V\u00e0 \u0111\u00e2y ch\u00ednh l\u00e0 \u201cs\u1ee9c n\u1eb7ng\u201d c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ed1i v\u1edbi m\u1ed9t s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5 tr\u00ean th\u1ecb tr\u01b0\u1eddng.\n<\/p>\n\n\n\n

\"mo-hinh-thuong-hieu-truyen-thong\"<\/figure><\/div>\n\n\n\n

<\/a>Th\u00fac \u0111\u1ea9y nhu c\u1ea7u ti\u00eau th\u1ee5 s\u1ea3n ph\u1ea9m<\/strong><\/h4>\n\n\n\n

\n M\u1ecdi chi\u1ebfn l\u01b0\u1ee3c truy\u1ec1n th\u00f4ng \u0111\u1ec1u h\u01b0\u1edbng \u0111\u1ebfn m\u1ee5c ti\u00eau cu\u1ed1i c\u00f9ng l\u00e0 t\u0103ng doanh thu v\u00e0 l\u1ee3i nhu\u1eadn. M\u00f4 h\u00ecnh th\u01b0\u01a1ng hi\u1ec7u truy\u1ec1n th\u00f4ng c\u0169ng th\u1ebf. Nhi\u1ec7m v\u1ee5 c\u1ee7a chi\u1ebfn l\u01b0\u1ee3c n\u00e0y l\u00e0 t\u0103ng t\u1ef7 l\u1ec7 chuy\u1ec3n \u0111\u1ed5i (mua h\u00e0ng) c\u1ee7a kh\u00e1ch h\u00e0ng. M\u1ed9t chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u truy\u1ec1n th\u00f4ng ch\u1ea5t l\u01b0\u1ee3ng \u0111\u1ed3ng ngh\u0129a v\u1edbi vi\u1ec7c doanh nghi\u1ec7p \u0111\u00e3 \u0111\u01b0a s\u1ea3n ph\u1ea9m \u0111\u1ebfn g\u1ea7n kh\u00e1ch h\u00e0ng h\u01a1n.\n<\/p>\n\n\n\n

<\/a>M\u1ed9t s\u1ed1 m\u00f4 h\u00ecnh th\u01b0\u01a1ng hi\u1ec7u truy\u1ec1n th\u00f4ng ph\u1ed5 bi\u1ebfn<\/strong><\/h2>\n\n\n\n

<\/a>M\u00f4 h\u00ecnh Family Brand (th\u01b0\u01a1ng hi\u1ec7u gia \u0111\u00ecnh)<\/strong><\/h3>\n\n\n\n

\n \u0110\u00e2y \u0111\u01b0\u1ee3c xem l\u00e0 m\u00f4 h\u00ecnh th\u01b0\u01a1ng hi\u1ec7u truy\u1ec1n th\u00f4ng l\u00e2u \u0111\u1eddi v\u00e0 ph\u1ed5 bi\u1ebfn nh\u1ea5t trong l\u0129nh v\u1ef1c qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u. Hi\u1ec7n nay, tr\u00ean th\u1ebf gi\u1edbi c\u00f3 r\u1ea5t nhi\u1ec1u doanh nghi\u1ec7p \u00e1p d\u1ee5ng m\u00f4 h\u00ecnh n\u00e0y \u0111\u1ec3 ph\u00e1t tri\u1ec3n ho\u1ea1t \u0111\u1ed9ng kinh doanh.\n<\/p>\n\n\n\n

\n Khi \u00e1p d\u1ee5ng m\u00f4 h\u00ecnh Family Brand, doanh nghi\u1ec7p ch\u1ec9 s\u1edf h\u1eefu duy nh\u1ea5t m\u1ed9t t\u00ean th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ec3 \u00e1p cho t\u1ea5t c\u1ea3 c\u00e1c s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5 \u201ccon\u201d c\u1ee7a m\u00ecnh. L\u00e0 m\u1ed9t m\u00f4 h\u00ecnh th\u01b0\u01a1ng hi\u1ec7u truy\u1ec1n th\u1ed1ng, Family Brand mang l\u1ea1i nh\u1eefng t\u00ednh n\u0103ng \u01b0u vi\u1ec7t, \u0111\u00f3ng g\u00f3p r\u1ea5t l\u1edbn \u0111\u1ebfn s\u1ef1 th\u00e0nh c\u00f4ng c\u1ee7a nhi\u1ec1u doanh nghi\u1ec7p.\n<\/p>\n\n\n\n

\"mo-hinh-thuong-hieu-truyen-thong\"<\/figure><\/div>\n\n\n\n

\n C\u00e1c t\u1eadp \u0111o\u00e0n l\u1edbn tr\u00ean th\u1ebf gi\u1edbi nh\u01b0: Samsung, Panasonic, BMW,…, \u0111\u00e3 \u00e1p d\u1ee5ng r\u1ea5t t\u1ed1t m\u00f4 h\u00ecnh th\u01b0\u01a1ng hi\u1ec7u truy\u1ec1n th\u00f4ng n\u00e0y. T\u1ea1i Vi\u1ec7t Nam, m\u1ed9t s\u1ed1 doanh nghi\u1ec7p c\u0169ng \u0111\u00e3 t\u1eadn d\u1ee5ng m\u00f4 h\u00ecnh Family Brand \u0111\u1ec3 ph\u00e1t tri\u1ec3n th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u00ecnh, nh\u01b0: FPT, Trung Nguy\u00ean, Biti\u2019s, Lilama, Vinaconex,… Tuy nhi\u00ean, kh\u00f4ng ph\u1ea3i doanh nghi\u1ec7p n\u00e0o c\u0169ng \u0111\u1ea1t \u0111\u01b0\u1ee3c th\u00e0nh c\u00f4ng nh\u01b0 mong \u0111\u1ee3i.\n<\/p>\n\n\n\n

<\/a>\u01afu \u0111i\u1ec3m<\/strong><\/h4>\n\n\n\n
\n