{"id":1110,"date":"2021-03-11T07:00:07","date_gmt":"2021-03-11T00:00:07","guid":{"rendered":"http:\/\/journey.hedima.vn\/?p=1110"},"modified":"2021-03-11T07:00:07","modified_gmt":"2021-03-11T00:00:07","slug":"tong-quan-ve-marketing-duoc-cho-nguoi-moi","status":"publish","type":"post","link":"https:\/\/hedima.vn\/journey\/tong-quan-ve-marketing-duoc-cho-nguoi-moi\/","title":{"rendered":"Marketing d\u01b0\u1ee3c ph\u1ea9m v\u00e0 nh\u1eefng \u0111i\u1ec1u c\u00f3 th\u1ec3 b\u1ea1n ch\u01b0a bi\u1ebft?"},"content":{"rendered":"<p>Marketing d\u01b0\u1ee3c l\u00e0 s\u1ef1 k\u1ebft h\u1ee3p gi\u1eefa ki\u1ebfn th\u1ee9c marketing v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u, PR truy\u1ec1n th\u00f4ng v\u1edbi ki\u1ebfn th\u1ee9c v\u1ec1 l\u0129nh v\u1ef1c d\u01b0\u1ee3c ph\u1ea9m nh\u01b0 b\u1ec7nh h\u1ecdc, c\u01a1 ch\u1ebf t\u00e1c d\u1ee5ng v\u00e0 t\u00e2m l\u00fd b\u1ec7nh nh\u00e2n khi l\u1ef1a ch\u1ecdn c\u00e1c s\u1ea3n ph\u1ea9m ch\u0103m s\u00f3c s\u1ee9c kh\u1ecfe. C\u00f9ng HEDIMA t\u00ecm hi\u1ec3u marketing d\u01b0\u1ee3c l\u00e0 g\u00ec v\u00e0 \u0111\u1eb7c \u0111i\u1ec3m \u0111\u1eb7c tr\u01b0ng c\u1ee7a ng\u00e0nh n\u00e0y!<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-light-blue ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/hedima.vn\/journey\/tong-quan-ve-marketing-duoc-cho-nguoi-moi\/#1_Marketing_duoc_la_gi\" >1. Marketing d\u01b0\u1ee3c l\u00e0 g\u00ec?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/hedima.vn\/journey\/tong-quan-ve-marketing-duoc-cho-nguoi-moi\/#11_Tinh_hinh_thi_truong_duoc_pham\" >1.1. T\u00ecnh h\u00ecnh th\u1ecb tr\u01b0\u1eddng d\u01b0\u1ee3c ph\u1ea9m<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/hedima.vn\/journey\/tong-quan-ve-marketing-duoc-cho-nguoi-moi\/#12_Dinh_nghia_marketing_duoc_pham\" >1.2. \u0110\u1ecbnh ngh\u0129a marketing d\u01b0\u1ee3c ph\u1ea9m<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/hedima.vn\/journey\/tong-quan-ve-marketing-duoc-cho-nguoi-moi\/#13_Dac_diem_cua_marketing_duoc_pham\" >1.3. \u0110\u1eb7c \u0111i\u1ec3m c\u1ee7a marketing d\u01b0\u1ee3c ph\u1ea9m<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/hedima.vn\/journey\/tong-quan-ve-marketing-duoc-cho-nguoi-moi\/#2_Luu_y_khi_lam_marketing_duoc_pham\" >2. L\u01b0u \u00fd khi l\u00e0m marketing d\u01b0\u1ee3c ph\u1ea9m<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/hedima.vn\/journey\/tong-quan-ve-marketing-duoc-cho-nguoi-moi\/#21_San_pham_la_goc_re\" >2.1. S\u1ea3n ph\u1ea9m l\u00e0 g\u1ed1c r\u1ec5<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/hedima.vn\/journey\/tong-quan-ve-marketing-duoc-cho-nguoi-moi\/#22_Content_la_yeu_to_quan_trong\" >2.2. Content l\u00e0 y\u1ebfu t\u1ed1 quan tr\u1ecdng<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/hedima.vn\/journey\/tong-quan-ve-marketing-duoc-cho-nguoi-moi\/#23_Marketing_nganh_duoc_can_huong_toi_cam_xuc\" >2.3. Marketing ng\u00e0nh d\u01b0\u1ee3c c\u1ea7n h\u01b0\u1edbng t\u1edbi c\u1ea3m x\u00fac<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/hedima.vn\/journey\/tong-quan-ve-marketing-duoc-cho-nguoi-moi\/#24_Xu_huong_chuyen_doi_su_dung_chien_luoc_marketing_bai_ban_hon\" >2.4. Xu h\u01b0\u1edbng chuy\u1ec3n \u0111\u1ed5i, s\u1eed d\u1ee5ng chi\u1ebfn l\u01b0\u1ee3c marketing b\u00e0i b\u1ea3n h\u01a1n<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"1_Marketing_duoc_la_gi\"><\/span><span style=\"color: #017ab7;\">1. Marketing d\u01b0\u1ee3c l\u00e0 g\u00ec?<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3><span class=\"ez-toc-section\" id=\"11_Tinh_hinh_thi_truong_duoc_pham\"><\/span><span style=\"color: #017ab7;\">1.1. T\u00ecnh h\u00ecnh th\u1ecb tr\u01b0\u1eddng d\u01b0\u1ee3c ph\u1ea9m<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Th\u1ecb tr\u01b0\u1eddng d\u01b0\u1ee3c ph\u1ea9m \u0111\u01b0\u1ee3c ph\u00e2n ra th\u00e0nh 2 nh\u00f3m ch\u00ednh: OTC (over-the-counter &#8211; thu\u1ed1c kh\u00f4ng k\u00ea \u0111\u01a1n) v\u00e0 ETC (ethical drugs &#8211; thu\u1ed1c b\u00e1n theo \u0111\u01a1n). M\u1ed7i th\u1ecb tr\u01b0\u1eddng l\u1ea1i c\u00f3 t\u00ednh ch\u1ea5t r\u1ea5t kh\u00e1c nhau, do \u0111\u00f3 chi\u1ebfn l\u01b0\u1ee3c marketing d\u01b0\u1ee3c ph\u1ea9m c\u0169ng c\u00f3 s\u1ef1 kh\u00e1c bi\u1ec7t l\u1edbn gi\u1eefa c\u00e1c s\u1ea3n ph\u1ea9m kh\u00e1c nhau.<\/p>\n<p>Th\u1ecb tr\u01b0\u1eddng c\u00f3 m\u1eadt \u0111\u1ed9 c\u1ea1nh tranh qu\u00e1 cao, ph\u1ea7n l\u1edbn c\u00e1c b\u1ec7nh l\u00fd \u0111\u1ec1u \u0111\u00e3 c\u00f3 c\u00e1c ch\u1ebf ph\u1ea9m \u0111i\u1ec1u tr\u1ecb tr\u00ean th\u1ecb tr\u01b0\u1eddng \u0111\u1ec1u \u0111\u00e3 c\u00f3, c\u00f9ng m\u1ed9t b\u1ec7nh m\u00e0 c\u00f3 th\u1ec3 l\u00ean \u0111\u1ebfn h\u00e0ng ch\u1ee5c th\u1eadm ch\u00ed h\u00e0ng tr\u0103m bi\u1ec7t d\u01b0\u1ee3c c\u1ea1nh tranh nhau. H\u00e3ng d\u01b0\u1ee3c ph\u1ea9m ch\u1ec9 c\u1ea7n l\u01a1 l\u00e0 th\u00ec c\u00f3 th\u1ec3 nh\u00ecn th\u1ea5y th\u1ecb ph\u1ea7n c\u1ee7a m\u00ecnh gi\u1ea3m r\u00f5 r\u1ec7t. V\u1ea5n \u0111\u1ec1 l\u1ea1i c\u00e0ng tr\u1edf n\u00ean kh\u00f3 kh\u0103n h\u01a1n \u0111\u1ed1i v\u1edbi bi\u1ec7t d\u01b0\u1ee3c m\u1edbi gia nh\u1eadp th\u1ecb tr\u01b0\u1eddng. Ch\u1ec9 c\u00f3 marketing m\u1edbi gi\u1ea3i quy\u1ebft \u0111\u01b0\u1ee3c nh\u1eefng v\u1ea5n \u0111\u1ec1 \u0111\u00f3.<\/p>\n<p><span style=\"color: #017ab7;\"><em>C\u00f3 th\u1ec3 so s\u00e1nh \u0111\u01a1n gi\u1ea3n: N\u1ebfu v\u1edbi FMCG \u2013 m\u1ed9t ng\u00e0nh s\u1eed d\u1ee5ng marketing ph\u1ed5 bi\u1ebfn h\u01a1n, ng\u01b0\u1eddi ti\u00eau d\u00f9ng quy\u1ebft \u0111\u1ecbnh ph\u1ea7n l\u1edbn vi\u1ec7c mua h\u00e0ng th\u00ec v\u1edbi ng\u00e0nh d\u01b0\u1ee3c, b\u00e1c s\u0129 v\u00e0 d\u01b0\u1ee3c s\u0129 s\u1ebd quy\u1ebft \u0111\u1ecbnh ph\u1ea7n l\u1edbn vi\u1ec7c mua h\u00e0ng.<\/em><\/span><\/p>\n<p>Ng\u00e0nh d\u01b0\u1ee3c ph\u1ee9c t\u1ea1p h\u01a1n FMCG khi c\u00f3 nhi\u1ec1u \u0111\u1ed1i t\u01b0\u1ee3ng ti\u1ebfp c\u1eadn v\u1edbi \u0111\u1eb7c \u0111i\u1ec3m, tr\u00ecnh \u0111\u1ed9 v\u00e0 nhu c\u1ea7u kh\u00e1c nhau; \u0111\u00f2i h\u1ecfi c\u00f3 nh\u1eefng h\u00ecnh th\u1ee9c marketing kh\u00e9o l\u00e9o, tinh t\u1ebf m\u1ed9t c\u00e1ch khoa h\u1ecdc. B\u00ean c\u1ea1nh \u0111\u00f3 c\u0169ng b\u1ecb gi\u1edbi h\u1ea1n r\u1ea5t nhi\u1ec1u gi\u1eefa mong mu\u1ed1n t\u1eeb marketing, y h\u1ecdc v\u00e0 lu\u1eadt ph\u00e1p.<\/p>\n<figure id=\"attachment_1114\" aria-describedby=\"caption-attachment-1114\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-1114\" src=\"http:\/\/journey.hedima.vn\/wp-content\/uploads\/2021\/03\/marketing-duoc-2-600x400.jpg\" alt=\"marketing-duoc\" width=\"600\" height=\"400\" \/><figcaption id=\"caption-attachment-1114\" class=\"wp-caption-text\"><em>Ng\u00e0nh D\u01b0\u1ee3c ph\u1ee9c t\u1ea1p h\u01a1n FMCG khi c\u00f3 nhi\u1ec1u \u0111\u1ed1i t\u01b0\u1ee3ng ti\u1ebfp c\u1eadn v\u1edbi \u0111\u1eb7c \u0111i\u1ec3m, tr\u00ecnh \u0111\u1ed9 v\u00e0 nhu c\u1ea7u kh\u00e1c nhau; \u0111\u00f2i h\u1ecfi c\u00f3 nh\u1eefng h\u00ecnh th\u1ee9c marketing kh\u00e9o l\u00e9o, tinh t\u1ebf.<\/em><\/figcaption><\/figure>\n<h3><span class=\"ez-toc-section\" id=\"12_Dinh_nghia_marketing_duoc_pham\"><\/span><span style=\"color: #017ab7;\">1.2. \u0110\u1ecbnh ngh\u0129a marketing d\u01b0\u1ee3c ph\u1ea9m<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Marketing d\u01b0\u1ee3c ph\u1ea9m l\u00e0 s\u1ef1 k\u1ebft h\u1ee3p c\u1ee7a marketing v\u00e0 chuy\u00ean ng\u00e0nh d\u01b0\u1ee3c, v\u1eadn d\u1ee5ng c\u00e1c c\u00f4ng c\u1ee5 marketing \u0111\u1ec3 \u0111\u01b0a ra chi\u1ebfn l\u01b0\u1ee3c marketing ph\u00f9 h\u1ee3p. Marketing d\u01b0\u1ee3c nh\u1eb1m m\u1ee5c \u0111\u00edch qu\u1ea3ng b\u00e1 thu\u1ed1c v\u00e0 c\u00e1c s\u1ea3n ph\u1ea9m v\u1ec1 d\u01b0\u1ee3c c\u00f3 th\u1ec3 th\u1ecfa m\u00e3n nhu c\u1ea7u c\u1ee7a kh\u00e1ch h\u00e0ng.<\/p>\n<p>M\u1ee5c ti\u00eau c\u1ee7a marketing d\u01b0\u1ee3c l\u00e0 ph\u1ea3i c\u00e2n b\u1eb1ng \u0111\u01b0\u1ee3c gi\u1eefa y\u1ebfu t\u1ed1 s\u1ee9c kh\u1ecfe ng\u01b0\u1eddi d\u00f9ng v\u1edbi kinh t\u1ebf, sao cho thu\u1ed1c ph\u1ea3i \u0111\u1ea3m b\u1ea3o an to\u00e0n hi\u1ec7u qu\u1ea3 song song v\u1edbi s\u1ea3n xu\u1ea5t kinh doanh ph\u1ea3i c\u00f3 l\u1ee3i nhu\u1eadn \u0111\u1ec3 c\u00f3 th\u1ec3 t\u1ed3n t\u1ea1i v\u00e0 ph\u00e1t tri\u1ec3n.<\/p>\n<p><strong>Vai tr\u00f2 marketing d\u01b0\u1ee3c bao g\u1ed3m:<\/strong><\/p>\n<ul>\n<li>Marketing d\u01b0\u1ee3c c\u00f3 vai tr\u00f2 quan tr\u1ecdng trong qu\u1ea3n l\u00fd kinh t\u1ebf v\u0129 m\u00f4 v\u00e0 vi m\u00f4. Nh\u00e0 n\u01b0\u1edbc, B\u1ed9 Y t\u1ebf qu\u1ea3n l\u00fd v\u0129 m\u00f4 n\u1ec1n kinh t\u1ebf y t\u1ebf th\u00f4ng qua c\u00e1c ch\u00ednh s\u00e1ch, qui ch\u1ebf \u0111\u1ec3 \u0111i\u1ec1u ti\u1ebft th\u1ecb tr\u01b0\u1eddng.<\/li>\n<li>\u0110\u1ed1i v\u1edbi qu\u1ea3n l\u00fd vi m\u00f4 marketing d\u01b0\u1ee3c quy\u1ebft \u0111\u1ecbnh chi\u1ebfn l\u01b0\u1ee3c marketing c\u1ee7a c\u00f4ng ty \u0111\u00f3, n\u00f3 kh\u00f4ng ch\u1ec9 mang t\u00ednh y t\u1ebf m\u00e0 c\u1ea3 t\u00ednh kinh t\u1ebf y t\u1ebf.<\/li>\n<\/ul>\n<p><strong>Nh\u1eefng \u01b0u \u0111i\u1ec3m c\u1ee7a marketing \u0111\u1ed1i v\u1edbi ng\u00e0nh d\u01b0\u1ee3c:<\/strong><\/p>\n<ul>\n<li>T\u0103ng ti\u1ebfp c\u1eadn kh\u00e1ch h\u00e0ng.<\/li>\n<li>Thu h\u00fat \u0111\u01b0\u1ee3c nhi\u1ec1u s\u1ef1 quan t\u00e2m t\u1eeb kh\u00e1ch h\u00e0ng.<\/li>\n<li>Qu\u1ea3ng c\u00e1o nhanh, \u0111\u1ed9 ph\u1ee7 cao, truy\u1ec1n t\u1ea3i th\u00f4ng tin \u0111\u1ebfn kh\u00e1ch h\u00e0ng.<\/li>\n<li>Ti\u1ebft ki\u1ec7m chi ph\u00ed, n\u1ebfu c\u00f3 chi\u1ebfn d\u1ecbch marketing r\u00f5 r\u00e0ng th\u00ec c\u00f3 th\u1ec3 tr\u1edf th\u00e0nh viral marketing.<\/li>\n<li>Th\u00fac \u0111\u1ea9y doanh s\u1ed1 b\u00e1n h\u00e0ng v\u00e0 \u1ea3nh h\u01b0\u1edfng tr\u1ef1c ti\u1ebfp t\u1edbi t\u1eadp t\u00ednh mua h\u00e0ng c\u1ee7a kh\u00e1ch h\u00e0ng.<\/li>\n<\/ul>\n<figure id=\"attachment_1113\" aria-describedby=\"caption-attachment-1113\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-1113\" src=\"http:\/\/journey.hedima.vn\/wp-content\/uploads\/2021\/03\/marketing-duoc-1-600x374.jpg\" alt=\"marketing-duoc\" width=\"600\" height=\"374\" \/><figcaption id=\"caption-attachment-1113\" class=\"wp-caption-text\"><em>M\u1ee5c ti\u00eau c\u1ee7a Marketing d\u01b0\u1ee3c l\u00e0 ph\u1ea3i c\u00e2n b\u1eb1ng \u0111\u01b0\u1ee3c gi\u1eefa kinh t\u1ebf v\u00e0 s\u1ee9c kh\u1ecfe ng\u01b0\u1eddi ti\u00eau d\u00f9ng<\/em><\/figcaption><\/figure>\n<div class=\"mceTemp\"><\/div>\n<div class=\"mceTemp\"><\/div>\n<h3><span class=\"ez-toc-section\" id=\"13_Dac_diem_cua_marketing_duoc_pham\"><\/span><span style=\"color: #017ab7;\">1.3. \u0110\u1eb7c \u0111i\u1ec3m c\u1ee7a marketing d\u01b0\u1ee3c ph\u1ea9m<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Ho\u1ea1t \u0111\u1ed9ng marketing d\u01b0\u1ee3c ph\u1ea3i \u0111\u00e1p \u1ee9ng \u0111\u01b0\u1ee3c 5 \u0111\u00fang: \u0111\u00fang thu\u1ed1c, \u0111\u00fang s\u1ed1 l\u01b0\u1ee3ng, \u0111\u00fang n\u01a1i, \u0111\u00fang gi\u00e1, \u0111\u00fang l\u00fac.<\/p>\n<ul>\n<li>\u0110\u00fang thu\u1ed1c: h\u1ec7 th\u1ed1ng marketing c\u1ea7n cung c\u1ea5p thu\u1ed1c \u0111\u00fang thu\u1ed1c v\u1edbi \u0111\u00fang d\u01b0\u1ee3c ch\u1ea5t, \u0111\u00fang h\u00e0m l\u01b0\u1ee3ng ghi tr\u00ean nh\u00e3n v\u00e0 \u0111\u1ea3m b\u1ea3o ch\u1ea5t l\u01b0\u1ee3ng thu\u1ed1c.<\/li>\n<li>\u0110\u00fang s\u1ed1 l\u01b0\u1ee3ng: c\u1ea7n x\u00e1c \u0111\u1ecbnh \u0111\u00fang s\u1ed1 l\u01b0\u1ee3ng thu\u1ed1c s\u1ebd s\u1ea3n xu\u1ea5t \u0111\u1ec3 tung ra th\u1ecb tr\u01b0\u1eddng, \u0111\u1ed3ng th\u1eddi x\u00e1c \u0111\u1ecbnh quy c\u00e1ch \u0111\u00f3ng g\u00f3i ph\u00f9 h\u1ee3p v\u1edbi th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau (b\u1ec7nh vi\u1ec7n, hi\u1ec7u thu\u1ed1c b\u00e1n l\u1ebb\u2026).<\/li>\n<li>\u0110\u00fang n\u01a1i: tr\u00e1ch nhi\u1ec7m c\u1ee7a marketing trong nhi\u1ec7m v\u1ee5 \u201c\u0111\u00fang n\u01a1i\u201d l\u00e0 ph\u1ea3i duy tr\u00ec m\u1ed1i quan h\u1ec7 th\u01b0\u01a1ng m\u1ea1i t\u1ed1t v\u1edbi c\u00e1c ph\u1ea7n t\u1eed kh\u00e1c c\u1ee7a k\u00eanh ph\u00e2n ph\u1ed1i. Do \u0111\u00f3, ng\u01b0\u1eddi b\u00e1n l\u1ebb, b\u00e1n bu\u00f4n v\u00e0 b\u1ec7nh vi\u1ec7n ph\u1ea3i l\u00e0 m\u1ed9t th\u1ec3 th\u1ed1ng nh\u1ea5t v\u1edbi ch\u00ednh s\u00e1ch ph\u00e2n ph\u1ed1i c\u1ee7a nh\u00e0 s\u1ea3n xu\u1ea5t.<\/li>\n<li>\u0110\u00fang gi\u00e1: thu\u1ed1c l\u00e0 m\u1ed9t lo\u1ea1i h\u00e0ng h\u00f3a r\u1ea5t c\u1ea7n thi\u1ebft do ng\u01b0\u1eddi d\u00f9ng th\u01b0\u1eddng b\u1eaft bu\u1ed9c ph\u1ea3i mua thu\u1ed1c cho \u0111i\u1ec1u tr\u1ecb b\u1ec7nh t\u1eadt, n\u00ean gi\u00e1 l\u00e0 m\u1ed9t y\u1ebfu t\u1ed1 r\u1ea5t quan tr\u1ecdng. H\u01a1n n\u1eefa t\u1ea1i c\u00e1c \u0111i\u1ec3m b\u00e1n l\u1ebb, thu\u1ed1c l\u00e0 lo\u1ea1i h\u00e0ng g\u1ea7n nh\u01b0 kh\u00f4ng c\u00f3 hi\u1ec7n t\u01b0\u1ee3ng m\u1eb7c c\u1ea3.<\/li>\n<li>\u0110\u00fang l\u00fac: s\u1eb5n s\u00e0ng \u0111\u00e1p \u1ee9ng nhu c\u1ea7u thu\u1ed1c, c\u00f3 li\u00ean quan t\u1edbi ch\u1ee9c n\u0103ng \u0111\u00fang n\u01a1i.<\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"2_Luu_y_khi_lam_marketing_duoc_pham\"><\/span><span style=\"color: #017ab7;\">2. L\u01b0u \u00fd khi l\u00e0m marketing d\u01b0\u1ee3c ph\u1ea9m<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3><span class=\"ez-toc-section\" id=\"21_San_pham_la_goc_re\"><\/span><span style=\"color: #017ab7;\">2.1. S\u1ea3n ph\u1ea9m l\u00e0 g\u1ed1c r\u1ec5<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>D\u01b0\u1ee3c ph\u1ea9m l\u00e0 m\u1ed9t ng\u00e0nh li\u00ean quan tr\u1ef1c ti\u1ebfp \u0111\u1ebfn s\u1ee9c kh\u1ecfe, th\u1eadm ch\u00ed t\u00ednh m\u1ea1ng c\u1ee7a ng\u01b0\u1eddi d\u00f9ng, do \u0111\u00f3 ng\u01b0\u1eddi l\u00e0m marketing c\u1ea7n c\u00f3 ki\u1ebfn th\u1ee9c chuy\u00ean m\u00f4n s\u00e2u li\u00ean \u0111\u1ebfn s\u1ea3n ph\u1ea9m.<em> V\u00ed d\u1ee5:<\/em> b\u1ec7nh h\u1ecdc li\u00ean quan s\u1ea3n ph\u1ea9m, th\u00e0nh ph\u1ea7n trong s\u1ea3n ph\u1ea9m \u0111\u00f3. \u0110\u00e2y kh\u00f4ng ch\u1ec9 l\u00e0 y\u1ebfu t\u1ed1 c\u01a1 b\u1ea3n \u0111\u1ec3 l\u00e0m c\u00e1c \u1ea5n ph\u1ea9m truy\u1ec1n th\u00f4ng cho nh\u00e3n h\u00e0ng, m\u00e0 c\u00f2n th\u1ec3 hi\u1ec7n tr\u00e1ch nhi\u1ec7m v\u1edbi ng\u01b0\u1eddi ti\u00eau d\u00f9ng.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"22_Content_la_yeu_to_quan_trong\"><\/span><span style=\"color: #017ab7;\">2.2. Content l\u00e0 y\u1ebfu t\u1ed1 quan tr\u1ecdng<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Kh\u00e1c v\u1edbi nh\u1eefng ng\u00e0nh h\u00e0ng c\u00f2n l\u1ea1i, kh\u00e1ch h\u00e0ng c\u1ee7a ng\u00e0nh d\u01b0\u1ee3c th\u01b0\u1eddng b\u1ecb thuy\u1ebft ph\u1ee5c b\u1edfi <a href=\"http:\/\/journey.hedima.vn\/content-marketing-trong-nganh-duoc\/\">content<\/a> mang \u0111\u1eadm t\u00ednh khoa h\u1ecdc \u0111\u01b0\u1ee3c truy\u1ec1n t\u1ea3i v\u1edbi ng\u00f4n ng\u1eef gi\u00e0u c\u1ea3m x\u00fac. M\u1ed9t khi s\u1ea3n ph\u1ea9m cha\u0323m \u0111\u01b0\u01a1\u0323c \u0111\u00ea\u0301n con tim kha\u0301ch ha\u0300ng, nh\u00e3n h\u00e0ng m\u1edbi \u1edf l\u1ea1i l\u00e2u d\u00e0i trong t\u00e2m tr\u00ed h\u1ecd. Nh\u00e3n h\u00e0ng mong mu\u1ed1n \u201c\u0110\u01b0\u0300ng ba\u0301n thu\u00f4\u0301c h\u00e3y ba\u0301n hy vo\u0323ng\u201d, c\u00e1i b\u1ec7nh nh\u00e2n mu\u1ed1n kh\u00f4ng \u0111\u01a1n gi\u1ea3n l\u00e0 h\u1ebft b\u1ec7nh, \u0111\u00f3 c\u00f2n l\u00e0 hy vo\u0323ng v\u00e0o cu\u00f4\u0323c s\u00f4\u0301ng ha\u0323nh phu\u0301c, t\u00f4\u0301t \u0111e\u0323p h\u01a1n.<\/p>\n<p>\u0110\u1ec3 c\u00f3 \u0111\u01b0\u1ee3c nh\u1eefng content hi\u1ec7u qu\u1ea3, c\u1ea7n 3 y\u1ebfu t\u1ed1:<\/p>\n<ul>\n<li>N\u1ed9i dung kh\u01a1i g\u1ee3i \u0111\u01b0\u1ee3c c\u1ea3m x\u00fac<\/li>\n<li>C\u00e1ch k\u1ec3 chuy\u1ec7n ch\u1ea1m \u0111\u1ebfn t\u1ed1i \u0111a c\u00e1c gi\u00e1c quan<\/li>\n<li>K\u00eanh truy\u1ec1n t\u1ea3i ph\u00f9 h\u1ee3p v\u1edbi h\u00e0nh vi kh\u00e1ch h\u00e0ng<\/li>\n<\/ul>\n<p><em>V\u00ed d\u1ee5:<\/em> Content c\u00f3 th\u1ec3 \u0111i t\u1eeb qu\u00e1 tr\u00ecnh nghi\u00ean c\u1ee9u ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m, t\u00e2m t\u01b0 v\u00e0 suy ngh\u0129 c\u1ee7a c\u00e1c nh\u00e0 sang ch\u1ebf. Marketer c\u00f3 th\u1ec3 h\u1ecd k\u1ec3 l\u1ea1i h\u00e0nh tr\u00ecnh \u1ea5y, t\u1ea1o th\u00e0nh m\u1ed9t gi\u00e1 tr\u1ecb v\u00f4 h\u00ecnh gi\u00fap x\u00e2y d\u1ef1ng ni\u1ec1m tin v\u1eefng ch\u1eafc v\u00e0 truy\u1ec1n \u0111\u01b0\u1ee3c c\u1ea3m h\u1ee9ng, \u0111\u1ed9ng l\u1ef1c cho kh\u00e1ch h\u00e0ng.<\/p>\n<p>M\u1ed9t s\u1ed1 c\u00e1ch l\u00e0m content bao g\u1ed3m:<\/p>\n<ul>\n<li>C\u00e1 nh\u00e2n h\u00f3a d\u1ef1a tr\u00ean tri\u1ec7u ch\u1ee9ng b\u1ec7nh<\/li>\n<li>Gieo n\u00f4\u0303i s\u01a1\u0323 v\u1ec1 bi\u1ebfn ch\u1ee9ng nguy hi\u1ec3m \u0111\u1ec3 t\u00e1c \u0111\u1ed9ng v\u00e0o nh\u1eadn th\u1ee9c v\u00e0 \u0111\u01b0a ra h\u01b0\u1edbng gia\u0309i quy\u00ea\u0301t v\u00e2\u0301n \u0111\u00ea\u0300<\/li>\n<li>S\u1eed d\u1ee5ng con s\u00f4\u0301 th\u1ed1ng k\u00ea \u0111a\u0301ng tin c\u00e2\u0323y c\u00f3 kh\u1ea3 n\u0103ng g\u00e2y \u1ea5n t\u01b0\u1ee3ng. <em>V\u00ed d\u1ee5:<\/em> 70% ng\u01b0\u1eddi vi\u1ec7t b\u1ecb nhi\u1ec5m <em>Helicobacter pylori<\/em> d\u1ea1 d\u00e0y v\u00e0 80% ung th\u01b0 d\u1ea1 d\u00e0y c\u00f3 li\u00ean quan \u0111\u1ebfn vi khu\u1ea9n <em>Helicobacter pylori<\/em><\/li>\n<\/ul>\n<h3><span class=\"ez-toc-section\" id=\"23_Marketing_nganh_duoc_can_huong_toi_cam_xuc\"><\/span><span style=\"color: #017ab7;\">2.3. Marketing ng\u00e0nh d\u01b0\u1ee3c c\u1ea7n h\u01b0\u1edbng t\u1edbi c\u1ea3m x\u00fac<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Trong th\u1eddi bu\u1ed5i c\u1ea1nh tranh nh\u01b0 hi\u1ec7n nay, nh\u1eefng qu\u1ea3ng c\u00e1o ch\u1ec9 xoay quanh n\u1ed9i dung nh\u01b0 an to\u00e0n v\u00e0 \u201cch\u1eefa \u0111\u01b0\u1ee3c b\u1ec7nh\u201d (functional \u2013 qu\u1ea3ng c\u00e1o l\u00fd t\u00ednh) th\u00ec kh\u00f4ng th\u1ec3 ch\u1ea1m \u0111\u1ebfn nhi\u1ec1u \u0111\u1ed1i t\u01b0\u1ee3ng nh\u01b0 mong mu\u1ed1n. Hi\u1ec7n t\u1ea1i marketing c\u1ea3m x\u00fac (emotion marketing) \u0111ang l\u00e0 xu h\u01b0\u1edbng trong ph\u1ea7n l\u1edbn c\u00e1c ng\u00e0nh. C\u00e1c ho\u1ea1t \u0111\u1ed9ng marketing n\u00ean \u0111\u00e1nh v\u00e0o nh\u1eefng c\u1ea3m x\u00fac nh\u01b0 h\u1ea1nh ph\u00fac, bu\u1ed3n, gi\u1eadn d\u1eef hay s\u1ee3 h\u00e3i, \u0111\u1ec3 kh\u01a1i g\u1ee3i ph\u1ea3n \u1ee9ng c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng.<\/p>\n<p>\u0110\u1ec3 marketing c\u1ea3m x\u00fac \u0111\u01b0\u1ee3c th\u1eadt s\u1ef1 hi\u1ec7u qu\u1ea3, marketer ng\u00e0nh d\u01b0\u1ee3c c\u1ea7n th\u1ea5u hi\u1ec3u kh\u00e1ch h\u00e0ng, \u0111\u1ec3 t\u00e2m t\u01b0 l\u00e0m c\u1ea7u n\u1ed1i ni\u1ec1m tin v\u1ec1 s\u1ef1 an to\u00e0n l\u00e0 c\u00e1ch \u0111\u1ec3 th\u00fac \u0111\u1ea9y h\u00e0nh \u0111\u1ed9ng t\u1eeb kh\u00e1ch h\u00e0ng.<\/p>\n<figure id=\"attachment_1115\" aria-describedby=\"caption-attachment-1115\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-1115\" src=\"http:\/\/journey.hedima.vn\/wp-content\/uploads\/2021\/03\/marketing-duoc-3-600x437.jpg\" alt=\"marketing-duoc\" width=\"600\" height=\"437\" \/><figcaption id=\"caption-attachment-1115\" class=\"wp-caption-text\"><em>Marketing D\u01b0\u1ee3c c\u1ea7n h\u01b0\u1edbng t\u1edbi Marketing c\u1ea3m x\u00fac, kh\u00f4ng n\u00ean ch\u1ec9 xoay quanh an to\u00e0n, hi\u1ec7u qu\u1ea3<\/em><\/figcaption><\/figure>\n<h3><span class=\"ez-toc-section\" id=\"24_Xu_huong_chuyen_doi_su_dung_chien_luoc_marketing_bai_ban_hon\"><\/span><span style=\"color: #017ab7;\">2.4. Xu h\u01b0\u1edbng chuy\u1ec3n \u0111\u1ed5i, s\u1eed d\u1ee5ng chi\u1ebfn l\u01b0\u1ee3c marketing b\u00e0i b\u1ea3n h\u01a1n<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Xu h\u01b0\u1edbng trong ng\u00e0nh d\u01b0\u1ee3c ph\u1ea7n n\u00e0o \u0111ang chuy\u1ec3n bi\u1ebfn theo h\u01b0\u1edbng c\u00f3 l\u1ee3i cho c\u00e1c m\u00f4 h\u00ecnh hi\u1ec7n \u0111\u1ea1i, chuy\u00ean nghi\u1ec7p.<em> V\u00ed d\u1ee5:<\/em> c\u00e1c chu\u1ed7i nh\u00e0 thu\u1ed1c \u0111ang c\u00f3 nhi\u1ec1u \u01b0u th\u1ebf h\u01a1n nh\u00e0 thu\u1ed1c t\u01b0 nh\u00e2n. H\u1ec7 th\u1ed1ng chu\u1ed7i \u0111\u1ea7u t\u01b0 r\u1ea5t nhi\u1ec1u v\u00e0o h\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u v\u00e0 x\u00e2y d\u1ef1ng m\u1ed9t d\u1ecbch v\u1ee5 chu\u1ea9n m\u1ef1c v\u00e0 hi\u1ec7n \u0111\u1ea1i, v\u1eeba nghi\u00ean c\u1ee9u nhu c\u1ea7u kh\u00e1ch h\u00e0ng, v\u1eeba ph\u1ed1i h\u1ee3p v\u1edbi nhi\u1ec1u ng\u00e0nh h\u00e0ng kh\u00e1c.<\/p>\n<p>Trong khi c\u00e1c nh\u00e0 thu\u1ed1c t\u01b0 nh\u00e2n v\u1eabn \u0111ang ph\u1ee5 thu\u1ed9c r\u1ea5t nhi\u1ec1u v\u00e0o l\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng th\u00e2n thi\u1ebft. C\u00e1c nh\u00e0 thu\u1ed1c t\u01b0 nh\u00e2n \u0111\u01b0\u1ee3c d\u1ef1 b\u00e1o s\u1ebd chuy\u1ec3n \u0111\u1ed5i theo hai h\u01b0\u1edbng:<\/p>\n<ul>\n<li>\u0110\u1ea7u t\u01b0 b\u00e0i b\u1ea3n \u0111\u1ec3 th\u1ecfa m\u00e3n c\u00e1c quy \u0111\u1ecbnh c\u1ee7a ng\u00e0nh y t\u1ebf v\u00e0 \u0111\u00e1p \u1ee9ng nhu c\u1ea7u th\u1ecb tr\u01b0\u1eddng;<\/li>\n<li>Tham gia v\u00e0o m\u00f4 h\u00ecnh chu\u1ed7i nh\u00e0 thu\u1ed1c c\u1ee7a nh\u1eefng \u0111\u01a1n v\u1ecb \u0111\u00e3 c\u00f3 t\u00ean tu\u1ed5i.<\/li>\n<\/ul>\n<p>S\u1ef1 ra \u0111\u1eddi c\u1ee7a ng\u00e0y c\u00e0ng nhi\u1ec1u c\u00f4ng ty d\u01b0\u1ee3c ph\u1ea9m hi\u1ec7n nay khi\u1ebfn cho s\u1ef1 c\u1ea1nh tranh t\u0103ng l\u00ean, do \u0111\u00f3 c\u00e1c h\u00ecnh th\u1ee9c marketing c\u0169ng ng\u00e0y c\u00e0ng \u0111\u01b0\u1ee3c c\u1eadp nh\u1eadt v\u00e0 \u201cquy\u1ebft li\u1ec7t\u201d h\u01a1n. Ng\u00e0nh d\u01b0\u1ee3c ph\u1ea9m th\u01b0\u1eddng ch\u1ecbu qu\u1ea3n l\u00fd ch\u1eb7t ch\u1ebd t\u1eeb nhi\u1ec1u b\u00ean, gi\u1ea5y t\u1edd ph\u1ee9c t\u1ea1p, n\u1ed9i dung qu\u1ea3ng c\u00e1o nghi\u00eam ng\u1eb7t, \u0111i\u1ec1u quan tr\u1ecdng nh\u1ea5t m\u00e0 d\u01b0\u1ee3c ph\u1ea9m c\u1ea7n x\u00e2y d\u1ef1ng l\u00e0 s\u1ef1 an to\u00e0n. HEDIMA hi v\u1ecdng b\u1ea1n \u0111\u00e3 ph\u1ea7n n\u00e0o hi\u1ec3u \u0111\u01b0\u1ee3c t\u1ea7m quan tr\u1ecdng c\u1ee7a marketing d\u01b0\u1ee3c ph\u1ea9m v\u00e0 nh\u1eefng g\u00ec marketing c\u00f3 th\u1ec3 l\u00e0m trong vi\u1ec7c ph\u00e1t tri\u1ec3n ng\u00e0nh n\u00e0y, \u0111\u01b0a n\u00f3 t\u1edbi g\u1ea7n h\u01a1n v\u1edbi kh\u00e1ch h\u00e0n<em>g.<\/em><\/p>\n<p><span style=\"font-weight: 400;\"><div class=\"bg-margin-for-link\"><input type='hidden' bg_collapse_expand='6a3c3e88618e40031890588' value='6a3c3e88618e40031890588'><input type='hidden' id='bg-show-more-text-6a3c3e88618e40031890588' value='T\u00e0i li\u1ec7u tham kh\u1ea3o'><input type='hidden' id='bg-show-less-text-6a3c3e88618e40031890588' value='Show Less'><a id='bg-showmore-action-6a3c3e88618e40031890588' class='bg-showmore-plg-link bg-arrow '  style=\" color:#017ab7;;\" href='#'>T\u00e0i li\u1ec7u tham kh\u1ea3o<\/a><div id='bg-showmore-hidden-6a3c3e88618e40031890588' ><\/span><\/p>\n<ol>\n<li><a href=\"https:\/\/www.brandsvietnam.com\/2296-Marketing-Y-Te-o-Viet-Nam\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400\">https:\/\/www.brandsvietnam.com\/2296-Marketing-Y-Te-o-Viet-Nam<\/span><\/a><\/li>\n<li>\n<p class=\"m-t-none\"><a href=\"https:\/\/www.brandsvietnam.com\/congdong\/topic\/13016-Marketing-Duoc-lam-gi-de-chiem-duoc-trai-tim-khach-hang\" rel=\"nofollow noopener\" target=\"_blank\">Marketing D\u01b0\u1ee3c: L\u00e0m g\u00ec \u0111\u1ec3 chi\u1ebfm \u0111\u01b0\u1ee3c tr\u00e1i tim kh\u00e1ch h\u00e0ng? &#8211; Brands Vietnam<\/a><\/p>\n<\/li>\n<\/ol>\n<p><span style=\"font-weight: 400\"><\/div><\/div><\/span><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Marketing d\u01b0\u1ee3c l\u00e0 s\u1ef1 k\u1ebft h\u1ee3p gi\u1eefa ki\u1ebfn th\u1ee9c marketing v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u, PR truy\u1ec1n th\u00f4ng v\u1edbi ki\u1ebfn th\u1ee9c v\u1ec1 l\u0129nh v\u1ef1c d\u01b0\u1ee3c ph\u1ea9m nh\u01b0 b\u1ec7nh h\u1ecdc, c\u01a1 ch\u1ebf t\u00e1c d\u1ee5ng v\u00e0 t\u00e2m l\u00fd b\u1ec7nh nh\u00e2n khi l\u1ef1a ch\u1ecdn c\u00e1c s\u1ea3n ph\u1ea9m ch\u0103m s\u00f3c s\u1ee9c kh\u1ecfe. C\u00f9ng HEDIMA t\u00ecm hi\u1ec3u marketing d\u01b0\u1ee3c l\u00e0 g\u00ec v\u00e0 [&#8230;]\n","protected":false},"author":13,"featured_media":2213,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[9],"tags":[],"class_list":["post-1110","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-pharma-marketing"],"acf":[],"_links":{"self":[{"href":"https:\/\/hedima.vn\/journey\/wp-json\/wp\/v2\/posts\/1110","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/hedima.vn\/journey\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/hedima.vn\/journey\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/hedima.vn\/journey\/wp-json\/wp\/v2\/users\/13"}],"replies":[{"embeddable":true,"href":"https:\/\/hedima.vn\/journey\/wp-json\/wp\/v2\/comments?post=1110"}],"version-history":[{"count":0,"href":"https:\/\/hedima.vn\/journey\/wp-json\/wp\/v2\/posts\/1110\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/hedima.vn\/journey\/wp-json\/wp\/v2\/media\/2213"}],"wp:attachment":[{"href":"https:\/\/hedima.vn\/journey\/wp-json\/wp\/v2\/media?parent=1110"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/hedima.vn\/journey\/wp-json\/wp\/v2\/categories?post=1110"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/hedima.vn\/journey\/wp-json\/wp\/v2\/tags?post=1110"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}