{"id":2732,"date":"2021-09-20T23:56:41","date_gmt":"2021-09-20T16:56:41","guid":{"rendered":"https:\/\/hedima.vn\/journey\/?p=2732"},"modified":"2021-09-20T23:56:41","modified_gmt":"2021-09-20T16:56:41","slug":"tai-sao-cac-cong-ty-nen-phan-khuc-khach-hang","status":"publish","type":"post","link":"https:\/\/hedima.vn\/journey\/tai-sao-cac-cong-ty-nen-phan-khuc-khach-hang\/","title":{"rendered":"4 nguy\u00ean nh\u00e2n t\u1ea1i sao c\u00e1c c\u00f4ng ty n\u00ean ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Khi x\u00e1c \u0111\u1ecbnh ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng hi\u1ec7u qu\u1ea3, c\u00e1c c\u00f4ng ty\/doanh nghi\u1ec7p s\u1ebd x\u00e1c \u0111\u1ecbnh \u0111\u01b0\u1ee3c \u0111\u1ed1i t\u01b0\u1ee3ng ti\u1ec1m n\u0103ng nh\u1ea5t cho nh\u00e3n h\u00e0ng c\u1ee7a m\u00ecnh. B\u00ean c\u1ea1nh \u0111\u00f3, th\u00f4ng qua vi\u1ec7c ph\u00e2n t\u00edch, b\u1ea1n c\u00f3 th\u1ec3 hi\u1ec3u r\u00f5 h\u01a1n v\u1ec1 t\u1eebng \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau b\u1eb1ng c\u00e1ch n\u1eafm b\u1eaft \u0111\u01b0\u1ee3c c\u00e1c \u0111\u1eb7c \u0111i\u1ec3m ch\u00ednh, nhu c\u1ea7u c\u0169ng nh\u01b0 h\u00e0nh vi, t\u00e2m l\u00fd c\u1ee7a h\u1ecd, t\u1eeb \u0111\u00f3 x\u00e2y d\u1ef1ng nh\u1eefng chi\u1ebfn l\u01b0\u1ee3c ph\u00f9 h\u1ee3p \u0111\u1ec3 thu h\u00fat kh\u00e1ch h\u00e0ng v\u00e0 t\u1ed1i \u01b0u t\u1ef7 l\u1ec7 chuy\u1ec3n \u0111\u1ed5i.<\/span><\/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\/tai-sao-cac-cong-ty-nen-phan-khuc-khach-hang\/#Phan_khuc_khach_hang_la_gi\" >Ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng l\u00e0 g\u00ec?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/hedima.vn\/journey\/tai-sao-cac-cong-ty-nen-phan-khuc-khach-hang\/#Tai_sao_phai_phan_khuc_khach_hang\" >T\u1ea1i sao ph\u1ea3i ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/hedima.vn\/journey\/tai-sao-cac-cong-ty-nen-phan-khuc-khach-hang\/#Cac_nhom_phan_khuc_khach_hang\" >C\u00e1c nh\u00f3m ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/hedima.vn\/journey\/tai-sao-cac-cong-ty-nen-phan-khuc-khach-hang\/#Nhan_khau_hoc_Demographic\" >Nh\u00e2n kh\u1ea9u h\u1ecdc (Demographic)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/hedima.vn\/journey\/tai-sao-cac-cong-ty-nen-phan-khuc-khach-hang\/#Hanh_vi_Behavior\" >H\u00e0nh vi (Behavior)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/hedima.vn\/journey\/tai-sao-cac-cong-ty-nen-phan-khuc-khach-hang\/#Khu_vuc_dia_ly_Geographic\" >Khu v\u1ef1c \u0111\u1ecba l\u00fd (Geographic)<\/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\/tai-sao-cac-cong-ty-nen-phan-khuc-khach-hang\/#Tam_ly_khach_hang_Psychographic\" >T\u00e2m l\u00fd kh\u00e1ch h\u00e0ng (Psychographic)<\/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\/tai-sao-cac-cong-ty-nen-phan-khuc-khach-hang\/#Hanh_trinh_mua_sam_cua_khach_khach_hang_Buyers_journey_progress\" >H\u00e0nh tr\u00ecnh mua s\u1eafm c\u1ee7a kh\u00e1ch kh\u00e1ch h\u00e0ng (Buyer\u2019s journey progress)<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/hedima.vn\/journey\/tai-sao-cac-cong-ty-nen-phan-khuc-khach-hang\/#Tam_ket\" >T\u1ea1m k\u1ebft<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Phan_khuc_khach_hang_la_gi\"><\/span><span style=\"font-weight: 400; color: #017ab7;\">Ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng l\u00e0 g\u00ec?<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng (customer segmentation hay audience segmentation) l\u00e0 qu\u00e1 tr\u00ecnh ph\u00e2n lo\u1ea1i kh\u00e1ch h\u00e0ng d\u1ef1a tr\u00ean c\u00e1c \u0111\u1eb7c \u0111i\u1ec3m chung \u0111\u1ec3 c\u00e1c c\u00f4ng ty\/doanh nghi\u1ec7p c\u00f3 th\u1ec3 \u0111i\u1ec1u ch\u1ec9nh chi\u1ebfn l\u01b0\u1ee3c marketing ph\u00f9 h\u1ee3p v\u1edbi c\u00e1c t\u1eebng ph\u00e2n kh\u00fac c\u1ee5 th\u1ec3.<\/span><\/p>\n<blockquote><p><i><span style=\"font-weight: 400;\">Ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng cung c\u1ea5p th\u00f4ng \u0111i\u1ec7p v\u00e0 tr\u1ea3i nghi\u1ec7m ph\u00f9 h\u1ee3p cho m\u1ecdi kh\u00e1ch h\u00e0ng \u1edf m\u1ecdi giai \u0111o\u1ea1n kh\u00e1c nhau trong h\u00e0nh tr\u00ecnh mua s\u1eafm.<\/span><\/i><\/p><\/blockquote>\n<p><span style=\"font-weight: 400;\">Vi\u1ec7c ph\u00e2n chia nh\u00f3m kh\u00e1ch h\u00e0ng kh\u00e1c nhau c\u00f3 th\u1ec3 d\u1ef1a tr\u00ean nh\u1eefng \u0111\u1eb7c \u0111i\u1ec3m c\u1ee5 th\u1ec3 c\u1ee7a kh\u00e1ch h\u00e0ng nh\u01b0: tu\u1ed5i t\u00e1c, thu nh\u1eadp, khu v\u1ef1c \u0111\u1ecba l\u00fd, h\u00e0nh vi,&#8230; Nh\u1eefng ph\u00e2n kh\u00fac n\u00e0y sau \u0111\u00f3 c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng \u0111\u1ec3 t\u1ed1i \u01b0u h\u00f3a s\u1ea3n ph\u1ea9m v\u00e0 qu\u1ea3ng c\u00e1o cho c\u00e1c ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng kh\u00e1c nhau.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Sau khi \u0111\u00e3 x\u00e1c \u0111\u1ecbnh \u0111\u01b0\u1ee3c c\u00e1c ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng c\u1ee7a m\u00ecnh, doanh nghi\u1ec7p c\u1ea7n \u0111\u1ea3m b\u1ea3o r\u1eb1ng nh\u1eefng k\u1ebft qu\u1ea3 n\u00e0y s\u1ebd h\u1eefu \u00edch trong m\u1ed9t th\u1eddi gian d\u00e0i. C\u00e1c ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng th\u1eadt s\u1ef1 hi\u1ec7u qu\u1ea3 ph\u1ea3i \u0111\u1ea1t nh\u1eefng ti\u00eau ch\u00ed sau:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Kh\u1ea3 thi: C\u00f4ng ty c\u1ea7n s\u1edf h\u1eefu \u0111\u1ee7 ngu\u1ed3n l\u1ef1c (nh\u00e2n s\u1ef1, t\u00e0i ch\u00ednh, thi\u1ebft b\u1ecb, c\u00f4ng ngh\u1ec7) \u0111\u1ec3 ph\u1ee5c v\u1ee5 \u0111\u01b0\u1ee3c kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau \u0111\u00e3 x\u00e1c \u0111\u1ecbnh<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">C\u00f3 th\u1ec3 \u0111o l\u01b0\u1eddng: C\u00e1c y\u1ebfu t\u1ed1 ch\u1eb3ng h\u1ea1n nh\u01b0 quy m\u00f4, kh\u1ea3 n\u0103ng mua h\u00e0ng, l\u1ee3i nhu\u1eadn \u0111em l\u1ea1i c\u00f3 kh\u1ea3 n\u0103ng \u0111o l\u01b0\u1eddng \u0111\u01b0\u1ee3c.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">C\u00f3 th\u1ec3 ti\u1ebfp c\u1eadn: C\u00e1c kh\u00e1ch h\u00e0ng trong ph\u00e2n kh\u00fac c\u00f3 th\u1ec3 ti\u1ebfp c\u1eadn \u0111\u01b0\u1ee3c.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">C\u00f3 kh\u1ea3 n\u0103ng sinh l\u1eddi: Nh\u1eefng ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng ph\u1ea3i \u0111\u1ee7 l\u1edbn, c\u00f3 l\u01b0\u1ee3ng nhu c\u1ea7u ti\u00eau th\u1ee5 s\u1ea3n ph\u1ea9m nh\u1ea5t \u0111\u1ecbnh v\u00e0 t\u1ea1o ra \u0111\u1ee7 l\u1ee3i nhu\u1eadn \u0111\u1ec3 ti\u1ebfp t\u1ee5c ho\u1ea1t \u0111\u1ed9ng.<\/span><\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"Tai_sao_phai_phan_khuc_khach_hang\"><\/span><span style=\"font-weight: 400; color: #017ab7;\">T\u1ea1i sao ph\u1ea3i ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng?<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-2736 aligncenter\" src=\"https:\/\/hedima.vn\/journey\/wp-content\/uploads\/2021\/09\/Downloader.la-6148bd081cae7-600x400.jpg\" alt=\"ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng\" width=\"600\" height=\"400\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Khi n\u1ec1n kinh t\u1ebf th\u1ecb tr\u01b0\u1eddng \u0111ang l\u00e0 xu h\u01b0\u1edbng chung tr\u00ean to\u00e0n th\u1ebf gi\u1edbi th\u00ec s\u1ef1 c\u1ea1nh tranh gi\u1eefa c\u00e1c c\u00f4ng ty\/doanh nghi\u1ec7p s\u1ebd ng\u00e0y c\u00e0ng kh\u1ed1c li\u1ec7t. Trong b\u1ed1i c\u1ea3nh \u0111\u00f3, c\u00e1c c\u00f4ng ty\/doanh nghi\u1ec7p kh\u00f4ng c\u00f2n \u00e1p d\u1ee5ng c\u00e1c chi\u1ebfn l\u01b0\u1ee3c marketing m\u1ed9t c\u00e1ch t\u1ed5ng th\u1ec3 nh\u01b0 tr\u01b0\u1edbc \u0111\u00e2y v\u1edbi vi\u1ec7c g\u1ed9p chung t\u1ea5t c\u1ea3 c\u00e1c kh\u00e1ch h\u00e0ng \u0111\u1ec3 ph\u1ee5c v\u1ee5 c\u00f9ng m\u1ed9t lo\u1ea1i s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5. \u0110i\u1ec1u n\u00e0y c\u00f3 th\u1ec3 l\u00e0m gi\u1ea3m kh\u1ea3 n\u0103ng c\u1ea1nh tranh c\u1ee7a c\u00f4ng ty\/doanh nghi\u1ec7p so v\u1edbi c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh kh\u00e1c tr\u00ean th\u1ecb tr\u01b0\u1eddng. Th\u00f4ng qua vi\u1ec7c ph\u00e2n chia kh\u00e1ch h\u00e0ng th\u00e0nh c\u00e1c th\u1ecb tr\u01b0\u1eddng nh\u1ecf h\u01a1n \u0111\u1ec3 ph\u1ee5c v\u1ee5, t\u1eeb \u0111\u00f3 c\u00e1c c\u00f4ng ty c\u00f3 th\u1ec3:<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Th\u1ee9 nh\u1ea5t, x\u00e1c \u0111\u1ecbnh \u0111\u00fang kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng: Ho\u1ea1t \u0111\u1ed9ng ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng gi\u00fap c\u00f4ng ty\/ doanh nghi\u1ec7p x\u00e1c \u0111\u1ecbnh v\u00e0 hi\u1ec3u r\u00f5 c\u00e1c \u0111\u1eb7c \u0111i\u1ec3m c\u1ee7a \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng, t\u1eeb \u0111\u00f3 h\u1ed7 tr\u1ee3 hi\u1ec7u qu\u1ea3 c\u00e1c chi\u1ebfn l\u01b0\u1ee3c marketing \u0111\u1ebfn \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng c\u00f3 nh\u00f3m tu\u1ed5i, v\u1ecb tr\u00ed \u0111\u1ecba l\u00fd, th\u00f3i quen mua h\u00e0ng hay c\u00e1c s\u1edf th\u00edch ph\u00f9 h\u1ee3p.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Th\u1ee9 hai, kh\u00e1m ph\u00e1 c\u00e1c c\u01a1 h\u1ed9i m\u1edbi tr\u00ean th\u1ecb tr\u01b0\u1eddng: C\u00f3 th\u1ec3 n\u00f3i, ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng c\u00f2n l\u00e0 c\u01a1 s\u1edf \u0111\u1ec3 c\u00e1c marketer nh\u1eadn \u0111\u1ecbnh v\u00e0 \u0111\u00e1nh gi\u00e1 th\u1ecb tr\u01b0\u1eddng trong nh\u1eefng th\u1eddi \u0111i\u1ec3m kh\u00e1c nhau, t\u1eeb \u0111\u00f3 c\u00f3 th\u1ec3 theo d\u00f5i di\u1ec5n ti\u1ebfn c\u1ee7a th\u1ecb tr\u01b0\u1eddng, d\u1ef1 \u0111o\u00e1n nh\u1eefng thay \u0111\u1ed5i c\u00f3 th\u1ec3 x\u1ea3y ra ti\u1ebfp theo tr\u00ean th\u1ecb tr\u01b0\u1eddng nh\u1eb1m \u0111\u00f3n \u0111\u1ea7u nhu c\u1ea7u c\u1ee7a th\u1ecb tr\u01b0\u1eddng. V\u00ed d\u1ee5, th\u01b0\u01a1ng hi\u1ec7u Pedialyte &#8211; th\u1ee9c u\u1ed1ng b\u00f9 n\u01b0\u1edbc d\u00e0nh cho tr\u1ebb em b\u1ea5t ng\u1edd nh\u1eadn ra l\u01b0\u1ee3ng ti\u00eau th\u1ee5 \u1edf ng\u01b0\u1eddi l\u1edbn \u0111\u00e3 t\u0103ng 60% t\u1eeb n\u0103m 2012 &#8211; 2015 khi th\u1ee9c u\u1ed1ng n\u00e0y c\u00f3 th\u1ec3 l\u00e0m gi\u1ea3m ch\u1ee9ng n\u00f4n nao. V\u00e0o n\u0103m 2018, d\u1ef1a v\u00e0o s\u1ed1 li\u1ec7u n\u00e0y, th\u01b0\u01a1ng hi\u1ec7u \u0111\u00e3 ph\u00e1t h\u00e0nh m\u1ed9t lo\u1ea1i \u0111\u1ed3 u\u1ed1ng c\u00f3 ga \u0111\u1ec3 thu h\u00fat t\u1ed1t h\u01a1n nh\u00f3m ph\u00e2n kh\u00fac n\u00e0y.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Th\u1ee9 ba, t\u1ea1o th\u00f4ng \u0111i\u1ec7p c\u1ee5 th\u1ec3 v\u00e0 ph\u00f9 h\u1ee3p: B\u1eb1ng c\u00e1ch ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng, b\u1ea1n c\u00f3 th\u1ec3 hi\u1ec3u r\u00f5 t\u1eebng ph\u00e2n kh\u00fac c\u1ea7n g\u00ec \u1edf b\u1ea1n v\u00e0 t\u1eeb \u0111\u00f3 c\u00f3 th\u1ec3 t\u1ea1o ra nh\u1eefng th\u00f4ng \u0111i\u1ec7p gi\u1ea3i quy\u1ebft tr\u1ef1c ti\u1ebfp c\u00e1c v\u1ea5n \u0111\u1ec1 m\u00e0 h\u1ecd g\u1eb7p ph\u1ea3i.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Th\u1ee9 t\u01b0, c\u1ea3i thi\u1ec7n l\u00f2ng trung th\u00e0nh v\u1edbi th\u01b0\u01a1ng hi\u1ec7u: Khi kh\u00e1ch h\u00e0ng c\u1ea3m th\u1ea5y r\u1eb1ng s\u1ea3n ph\u1ea9m v\u00e0 d\u1ecbch v\u1ee5 c\u1ee7a b\u1ea1n ph\u00f9 h\u1ee3p v\u1edbi h\u1ecd v\u00e0o \u0111\u00fang th\u1eddi \u0111i\u1ec3m trong cu\u1ed9c s\u1ed1ng, h\u1ecd c\u00f3 nhi\u1ec1u kh\u1ea3 n\u0103ng s\u1ebd g\u1eafn b\u00f3 v\u1edbi th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n v\u00e0 gi\u1edbi thi\u1ec7u n\u00f3 cho nh\u1eefng ng\u01b0\u1eddi kh\u00e1c.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Th\u1ee9 n\u0103m, t\u1ea1o ra s\u1ef1 kh\u00e1c bi\u1ec7t so v\u1edbi c\u00e1c \u0111\u1ed1i th\u1ee7 \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh: C\u00e1c c\u00f4ng ty\/doanh nghi\u1ec7p c\u00f3 th\u1ec3 \u0111\u01b0a ra nh\u1eefng th\u00f4ng \u0111i\u1ec7p c\u1ee5 th\u1ec3 cho t\u1eebng ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng, l\u00e0m cho th\u01b0\u01a1ng hi\u1ec7u tr\u1edf n\u00ean n\u1ed5i b\u1eadt h\u01a1n v\u00e0 in s\u00e2u trong l\u00f2ng kh\u00e1ch h\u00e0ng.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Cac_nhom_phan_khuc_khach_hang\"><\/span><span style=\"font-weight: 400; color: #017ab7;\">C\u00e1c nh\u00f3m ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3><span class=\"ez-toc-section\" id=\"Nhan_khau_hoc_Demographic\"><\/span><span style=\"font-weight: 400; color: #017ab7;\">Nh\u00e2n kh\u1ea9u h\u1ecdc (Demographic)<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">\u0110\u00e2y l\u00e0 ph\u01b0\u01a1ng ph\u00e1p ph\u00e2n kh\u00fac \u0111\u1ed1i t\u01b0\u1ee3ng ph\u1ed5 bi\u1ebfn nh\u1ea5t v\u00e0 th\u01b0\u1eddng l\u00e0 ph\u01b0\u01a1ng ph\u00e1p d\u1ec5 th\u1ef1c hi\u1ec7n nh\u1ea5t, bao g\u1ed3m: tu\u1ed5i, m\u1ee9c thu nh\u1eadp, c\u00f4ng vi\u1ec7c,&#8230; Tr\u01b0\u1edbc \u0111\u00e2y, c\u00e1c marketer g\u1eb7p kh\u00f3 kh\u0103n \u0111\u1ec3 nghi\u00ean c\u1ee9u v\u00e0 thu th\u1eadp d\u1eef li\u1ec7u ch\u00ednh x\u00e1c v\u1ec1 c\u00e1c \u0111\u1eb7c \u0111i\u1ec3m nh\u00e2n kh\u1ea9u h\u1ecdc c\u1ee7a to\u00e0n b\u1ed9 nh\u00f3m kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau. Ng\u00e0y nay, v\u1edbi s\u1ef1 ph\u00e1t tri\u1ec3n m\u1ea1nh m\u1ebd c\u1ee7a c\u00f4ng ngh\u1ec7, c\u00e1c marketer d\u1ec5 d\u00e0ng thu th\u1eadp \u0111\u01b0\u1ee3c ngu\u1ed3n th\u00f4ng tin kh\u1ed5ng l\u1ed3 c\u1ee7a kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Hanh_vi_Behavior\"><\/span><span style=\"font-weight: 400; color: #017ab7;\">H\u00e0nh vi (Behavior)<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-2735 aligncenter\" src=\"https:\/\/hedima.vn\/journey\/wp-content\/uploads\/2021\/09\/Downloader.la-6148bc7c08e7e-600x400.jpg\" alt=\"ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng\" width=\"600\" height=\"400\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Chi\u1ebfn l\u01b0\u1ee3c n\u00e0y gi\u00fap c\u00e1c c\u00f4ng ty t\u00ecm hi\u1ec3u s\u00e2u h\u01a1n v\u1ec1 kh\u00e1ch h\u00e0ng so v\u1edbi ph\u00e2n kh\u00fac nh\u00e2n kh\u1ea9u h\u1ecdc. Ph\u00e2n t\u00edch h\u00e0nh vi c\u00f3 ngh\u0129a l\u00e0 xem x\u00e9t to\u00e0n b\u1ed9 h\u00e0nh vi mua s\u1eafm c\u1ee7a kh\u00e1ch h\u00e0ng nh\u01b0 t\u1ea7n su\u1ea5t mua h\u00e0ng, l\u00fd do t\u1ea1i sao h\u1ecd mua s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5,&#8230;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">V\u1edbi ph\u00e2n kh\u00fac theo h\u00e0nh vi, th\u00f4ng \u0111i\u1ec7p c\u1ee7a b\u1ea1n s\u1ebd \u0111\u01b0\u1ee3c \u0111i\u1ec1u ch\u1ec9nh \u0111\u1ec3 d\u1ec5 d\u00e0ng ti\u1ebfp c\u1eadn kh\u00e1ch h\u00e0ng h\u01a1n. M\u1ed9t s\u1ed1 v\u00ed d\u1ee5 v\u1ec1 nh\u00f3m kh\u00e1ch h\u00e0ng n\u00e0y bao g\u1ed3m: nh\u1eefng ng\u01b0\u1eddi mua s\u1ea3n ph\u1ea9m\/ d\u1ecbch v\u1ee5 l\u1ea7n \u0111\u1ea7u, ng\u01b0\u1eddi mua ti\u1ec1m n\u0103ng, kh\u00e1ch h\u00e0ng th\u01b0\u1eddng xuy\u00ean v\u00e0 nh\u1eefng ng\u01b0\u1eddi \u0111\u00e3 chuy\u1ec3n sang l\u1ef1a ch\u1ecdn m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u kh\u00e1c.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng d\u1ef1a tr\u00ean h\u00e0nh vi mua h\u00e0ng cho ph\u00e9p c\u00e1c marketer c\u1ee7a doanh nghi\u1ec7p ph\u00e1t tri\u1ec3n \u0111\u01b0\u1ee3c c\u00e1c chi\u1ebfn l\u01b0\u1ee3c ti\u1ebfp c\u1eadn nh\u1eafm m\u1ee5c ti\u00eau t\u1ed1t h\u01a1n. C\u00e1c c\u00f4ng ty\/doanh nghi\u1ec7p khi \u1ea5y s\u1ebd t\u1eadp trung to\u00e0n l\u1ef1c \u0111\u1ec3 t\u00ecm hi\u1ec3u chi ti\u1ebft v\u1ec1 kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng, t\u1eeb \u0111\u00f3 v\u1ea1ch ra c\u00e1c chi\u1ebfn l\u01b0\u1ee3c ti\u1ebfp c\u1eadn hi\u1ec7u qu\u1ea3 v\u00e0 gia t\u0103ng kh\u1ea3 n\u0103ng mua h\u00e0ng.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Khu_vuc_dia_ly_Geographic\"><\/span><span style=\"font-weight: 400; color: #017ab7;\">Khu v\u1ef1c \u0111\u1ecba l\u00fd (Geographic)<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Ph\u00e2n kh\u00fac \u0111\u1ecba l\u00fd l\u00e0 d\u1ea1ng ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng \u0111\u01a1n gi\u1ea3n v\u00e0 d\u1ec5 th\u1ef1c hi\u1ec7n nh\u1ea5t. S\u1edf th\u00edch, nhu c\u1ea7u v\u00e0 th\u1ecb hi\u1ebfu c\u1ee7a kh\u00e1ch h\u00e0ng c\u00f3 s\u1ef1 kh\u00e1c nhau \u0111\u00e1ng k\u1ec3 \u1edf c\u00e1c t\u1ec9nh th\u00e0nh kh\u00e1c nhau, c\u00e1c v\u00f9ng kh\u00e1c nhau v\u00e0 gi\u1eefa c\u00e1c qu\u1ed1c gia kh\u00e1c nhau. C\u00e1c marketer c\u0169ng c\u00f3 th\u1ec3 x\u00e1c \u0111\u1ecbnh ng\u01b0\u1eddi ti\u00eau d\u00f9ng m\u1ee5c ti\u00eau d\u1ef1a tr\u00ean c\u00e1c \u0111\u1eb7c \u0111i\u1ec3m c\u1ee7a khu v\u1ef1c h\u1ecd sinh s\u1ed1ng, ch\u1eb3ng h\u1ea1n nh\u01b0 kh\u00ed h\u1eadu, m\u1eadt \u0111\u1ed9 d\u00e2n s\u1ed1 v\u00e0 khu v\u1ef1c th\u00e0nh th\u1ecb, ngo\u1ea1i \u00f4 hay n\u00f4ng th\u00f4n\u2026\u00a0<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Tam_ly_khach_hang_Psychographic\"><\/span><span style=\"font-weight: 400; color: #017ab7;\">T\u00e2m l\u00fd kh\u00e1ch h\u00e0ng (Psychographic)<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Ph\u00e2n kh\u00fac t\u00e2m l\u00fd (c\u00f2n \u0111\u01b0\u1ee3c g\u1ecdi l\u00e0 ph\u00e2n kh\u00fac theo chi\u1ec1u d\u1ecdc) gi\u00fap b\u1ea1n ti\u1ebfp c\u1eadn \u0111\u01b0\u1ee3c v\u1edbi kh\u00e1ch h\u00e0ng c\u1ee7a m\u00ecnh. Theo truy\u1ec1n th\u1ed1ng, t\u00e2m l\u00fd h\u1ecdc \u0111\u01b0\u1ee3c chia th\u00e0nh c\u00e1c ho\u1ea1t \u0111\u1ed9ng, s\u1edf th\u00edch v\u00e0 \u00fd ki\u1ebfn (activity, interest, opinion &#8211; AIO).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Kh\u00f4ng gi\u1ed1ng nh\u01b0 ph\u00e2n kh\u00fac \u0111\u1ecba l\u00fd v\u00e0 ph\u00e2n kh\u00fac nh\u00e2n kh\u1ea9u h\u1ecdc, ph\u00e2n kh\u00fac t\u00e2m l\u00fd t\u1eadp trung v\u00e0o nh\u1eefng \u0111\u1eb7c \u0111i\u1ec3m n\u1ed9i t\u1ea1i m\u00e0 kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau s\u1edf h\u1eefu. C\u00e1c \u0111\u1eb7c \u0111i\u1ec3m t\u00e2m l\u00fd c\u00f3 th\u1ec3 bao g\u1ed3m \u0111\u1eb7c \u0111i\u1ec3m t\u00ednh c\u00e1ch, s\u1edf th\u00edch, th\u00e1i \u0111\u1ed9, quan \u0111i\u1ec3m, gi\u00e1 tr\u1ecb, ni\u1ec1m tin, phong c\u00e1ch s\u1ed1ng,&#8230; So v\u1edbi ph\u00e2n kh\u00fac nh\u00e2n kh\u1ea9u h\u1ecdc, ph\u00e2n kh\u00fac theo t\u00e2m l\u00fd kh\u00e1ch h\u00e0ng kh\u00f3 th\u1ef1c hi\u1ec7n v\u00e0 x\u00e1c \u0111\u1ecbnh h\u01a1n. Tuy nhi\u00ean, n\u1ebfu \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n t\u1ed1t, n\u00f3 s\u1ebd cung c\u1ea5p cho c\u00e1c marketer nh\u1eefng c\u00e1i nh\u00ecn chi ti\u1ebft h\u01a1n v\u1ec1 kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau c\u1ee7a h\u1ecd.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Hanh_trinh_mua_sam_cua_khach_khach_hang_Buyers_journey_progress\"><\/span><span style=\"font-weight: 400; color: #017ab7;\">H\u00e0nh tr\u00ecnh mua s\u1eafm c\u1ee7a kh\u00e1ch kh\u00e1ch h\u00e0ng (Buyer\u2019s journey progress)<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Khi s\u1eed d\u1ee5ng chi\u1ebfn l\u01b0\u1ee3c n\u00e0y, b\u1ea1n \u0111i\u1ec1u ch\u1ec9nh th\u00f4ng \u0111i\u1ec7p c\u1ee7a m\u00ecnh d\u1ef1a tr\u00ean v\u1ecb tr\u00ed c\u1ee7a kh\u00e1ch h\u00e0ng trong h\u00e0nh tr\u00ecnh mua s\u1eafm c\u1ee7a h\u1ecd, bao g\u1ed3m 03 giai \u0111o\u1ea1n c\u01a1 b\u1ea3n l\u00e0 nh\u1eadn th\u1ee9c (awareness), c\u00e2n nh\u1eafc (consideration) v\u00e0 quy\u1ebft \u0111\u1ecbnh (decision). Thay v\u00ec g\u1eedi cho h\u1ecd c\u00f9ng m\u1ed9t th\u00f4ng \u0111i\u1ec7p, vi\u1ec7c ph\u00e2n kh\u00fac c\u00f3 th\u1ec3 gi\u00fap b\u1ea1n h\u01b0\u1edbng \u0111\u1ebfn nhu c\u1ea7u kh\u00e1c nhau c\u1ee7a t\u1eebng ng\u01b0\u1eddi mua.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Tam_ket\"><\/span><span style=\"font-weight: 400; color: #017ab7;\">T\u1ea1m k\u1ebft<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Ho\u1ea1t \u0111\u1ed9ng ph\u00e2n t\u00edch ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng cho ph\u00e9p m\u1ed7i c\u00f4ng ty\/doanh nghi\u1ec7p c\u00f3 s\u1ef1 hi\u1ec3u bi\u1ebft chi ti\u1ebft v\u1ec1 nh\u1eefng nh\u00f3m kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng c\u1ee7a m\u00ecnh. D\u1ef1a tr\u00ean nh\u1eefng hi\u1ec3u bi\u1ebft s\u00e2u s\u1eafc \u0111\u00f3, c\u00e1c c\u00f4ng ty\/doanh nghi\u1ec7p c\u00f3 th\u1ec3 thi\u1ebft l\u1eadp c\u00e1c chi\u1ebfn l\u01b0\u1ee3c marketing c\u1ee5 th\u1ec3, ti\u1ebfp c\u1eadn tr\u1ef1c ti\u1ebfp \u0111\u1ebfn nh\u00f3m kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng.\u00a0<\/span><\/p>\n<div class=\"bg-margin-for-link\"><input type='hidden' bg_collapse_expand='6a3c18f3286119041084619' value='6a3c18f3286119041084619'><input type='hidden' id='bg-show-more-text-6a3c18f3286119041084619' value='T\u00e0i li\u1ec7u tham kh\u1ea3o'><input type='hidden' id='bg-show-less-text-6a3c18f3286119041084619' value='Show Less'><a id='bg-showmore-action-6a3c18f3286119041084619' class='bg-showmore-plg-link bg-arrow '  style=\" color:#017ab7;;\" href='#'>T\u00e0i li\u1ec7u tham kh\u1ea3o<\/a><div id='bg-showmore-hidden-6a3c18f3286119041084619' >\n<p><a href=\"https:\/\/mailchimp.com\/marketing-glossary\/audience-segmentation\/#:~:text=A%20marketing%20strategy%20based%20on,or%20level%20of%20formal%20education\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400\">https:\/\/mailchimp.com\/marketing-glossary\/audience-segmentation\/#:~:text=A%20marketing%20strategy%20based%20on,or%20level%20of%20formal%20education<\/span><\/a><span style=\"font-weight: 400\">.<\/span><\/p>\n<p><a href=\"https:\/\/www.helixa.ai\/blog\/audience-segmentation\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400\">https:\/\/www.helixa.ai\/blog\/audience-segmentation<\/span><\/a><\/p>\n<\/div><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Khi x\u00e1c \u0111\u1ecbnh ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng hi\u1ec7u qu\u1ea3, c\u00e1c c\u00f4ng ty\/doanh nghi\u1ec7p s\u1ebd x\u00e1c \u0111\u1ecbnh \u0111\u01b0\u1ee3c \u0111\u1ed1i t\u01b0\u1ee3ng ti\u1ec1m n\u0103ng nh\u1ea5t cho nh\u00e3n h\u00e0ng c\u1ee7a m\u00ecnh. B\u00ean c\u1ea1nh \u0111\u00f3, th\u00f4ng qua vi\u1ec7c ph\u00e2n t\u00edch, b\u1ea1n c\u00f3 th\u1ec3 hi\u1ec3u r\u00f5 h\u01a1n v\u1ec1 t\u1eebng \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau b\u1eb1ng c\u00e1ch n\u1eafm b\u1eaft \u0111\u01b0\u1ee3c c\u00e1c [&#8230;]\n","protected":false},"author":13,"featured_media":2734,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[9],"tags":[34,92],"class_list":["post-2732","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-pharma-marketing","tag-chien-luoc-marketing","tag-customer-analysis"],"acf":[],"_links":{"self":[{"href":"https:\/\/hedima.vn\/journey\/wp-json\/wp\/v2\/posts\/2732","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=2732"}],"version-history":[{"count":0,"href":"https:\/\/hedima.vn\/journey\/wp-json\/wp\/v2\/posts\/2732\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/hedima.vn\/journey\/wp-json\/wp\/v2\/media\/2734"}],"wp:attachment":[{"href":"https:\/\/hedima.vn\/journey\/wp-json\/wp\/v2\/media?parent=2732"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/hedima.vn\/journey\/wp-json\/wp\/v2\/categories?post=2732"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/hedima.vn\/journey\/wp-json\/wp\/v2\/tags?post=2732"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}