{"id":3057,"date":"2021-11-08T14:04:04","date_gmt":"2021-11-08T07:04:04","guid":{"rendered":"https:\/\/hedima.vn\/journey\/?p=3057"},"modified":"2021-11-08T14:04:04","modified_gmt":"2021-11-08T07:04:04","slug":"chien-luoc-marketing-pho-bien-trong-nganh-duoc","status":"publish","type":"post","link":"https:\/\/hedima.vn\/journey\/chien-luoc-marketing-pho-bien-trong-nganh-duoc\/","title":{"rendered":"2 chi\u1ebfn l\u01b0\u1ee3c marketing ph\u1ed5 bi\u1ebfn trong ng\u00e0nh d\u01b0\u1ee3c ph\u1ea9m"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Khi nh\u1eafc v\u1ec1 m\u1ed9t ng\u01b0\u1eddi t\u01b0\u1edbng gi\u1ecfi ng\u01b0\u1eddi ta th\u01b0\u1eddng k\u1ec3 v\u1ec1 c\u00e1ch m\u00e0 \u00f4ng d\u00f9ng binh hay nh\u1eefng chi\u1ebfn l\u01b0\u1ee3c t\u00e0i t\u00ecnh. V\u1edbi <a href=\"https:\/\/hedima.vn\/journey\/marketing-duoc-pham-cang-han-che-cang-chien-luoc\/\">marketing d\u01b0\u1ee3c ph\u1ea9m<\/a>, chi\u1ebfn l\u01b0\u1ee3c c\u00f3 \u0111\u00f3ng vai tr\u00f2 n\u00f2ng c\u1ed1t nh\u01b0 v\u1eady kh\u00f4ng? Nhi\u1ec1u marketer th\u01b0\u1eddng t\u1eadp trung x\u00e1c \u0111\u1ecbnh c\u00e1ch th\u1ee9c ph\u00f9 h\u1ee3p nh\u1eb1m \u0111\u1ea1t \u0111\u01b0\u1ee3c m\u1ee5c ti\u00eau nhanh ch\u00f3ng nh\u1ea5t. \u0110i\u1ec1u n\u00e0y kh\u00f4ng \u0111\u1ed3ng ngh\u0129a b\u1ea1n \u0111ang \u00e1p d\u1ee5ng m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c hi\u1ec7u qu\u1ea3 trong c\u00e1c ho\u1ea1t \u0111\u1ed9ng truy\u1ec1n th\u00f4ng. V\u1eady, chi\u1ebfn l\u01b0\u1ee3c marketing l\u00e0 g\u00ec?<\/span><\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_84 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\/chien-luoc-marketing-pho-bien-trong-nganh-duoc\/#Chien_luoc_marketing_pho_bien_trong_nganh_duoc_pham_la_gi\" >Chi\u1ebfn l\u01b0\u1ee3c marketing ph\u1ed5 bi\u1ebfn trong ng\u00e0nh d\u01b0\u1ee3c ph\u1ea9m 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\/chien-luoc-marketing-pho-bien-trong-nganh-duoc\/#Chien_luoc_phong_thu_trong_marketing_duoc_pham\" >Chi\u1ebfn l\u01b0\u1ee3c ph\u00f2ng th\u1ee7 trong marketing d\u01b0\u1ee3c ph\u1ea9m<\/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\/chien-luoc-marketing-pho-bien-trong-nganh-duoc\/#Chien_luoc_tan_cong_trong_marketing_duoc_pham\" >Chi\u1ebfn l\u01b0\u1ee3c t\u1ea5n c\u00f4ng trong 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-4\" href=\"https:\/\/hedima.vn\/journey\/chien-luoc-marketing-pho-bien-trong-nganh-duoc\/#31_Don_tan_cong_truc_dien_den_nguoi_dan_dau_thi_truong\" >3.1. \u0110\u00f2n t\u1ea5n c\u00f4ng tr\u1ef1c di\u1ec7n \u0111\u1ebfn ng\u01b0\u1eddi d\u1eabn \u0111\u1ea7u th\u1ecb tr\u01b0\u1eddng<\/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\/chien-luoc-marketing-pho-bien-trong-nganh-duoc\/#32_Tan_cong_suon_flanking_tap_trung_vao_phan_khuc_thi_truong_nhat_dinh\" >3.2. T\u1ea5n c\u00f4ng s\u01b0\u1eddn (flanking): t\u1eadp trung v\u00e0o ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng nh\u1ea5t \u0111\u1ecbnh<\/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\/chien-luoc-marketing-pho-bien-trong-nganh-duoc\/#33_Tim_vung_dat_moi\" >3.3. T\u00ecm v\u00f9ng \u0111\u1ea5t m\u1edbi<\/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\/chien-luoc-marketing-pho-bien-trong-nganh-duoc\/#34_Danh_du_kich_guerillas\" >3.4. \u0110\u00e1nh du k\u00edch (guerillas)<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/hedima.vn\/journey\/chien-luoc-marketing-pho-bien-trong-nganh-duoc\/#Tam_ket\" >T\u1ea1m k\u1ebft<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Chien_luoc_marketing_pho_bien_trong_nganh_duoc_pham_la_gi\"><\/span><span style=\"color: #017ab7;\">Chi\u1ebfn l\u01b0\u1ee3c marketing ph\u1ed5 bi\u1ebfn trong ng\u00e0nh d\u01b0\u1ee3c ph\u1ea9m l\u00e0 g\u00ec?<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Chi\u1ebfn l\u01b0\u1ee3c marketing l\u00e0 m\u1ed9t \u0111\u1ecbnh h\u01b0\u1edbng k\u1ebf ho\u1ea1ch truy\u1ec1n th\u00f4ng t\u1ed5ng th\u1ec3 v\u00e0 l\u00e2u d\u00e0i c\u1ee7a doanh nghi\u1ec7p \u0111\u1ec3 ti\u1ebfp c\u1eadn v\u1edbi c\u00e1c kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng v\u00e0 thuy\u1ebft ph\u1ee5c h\u1ecd tr\u1edf th\u00e0nh ng\u01b0\u1eddi mua h\u00e0ng v\u00e0 s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m c\u1ee7a b\u1ea1n. \u0110\u1ecbnh ngh\u0129a n\u00e0y kh\u00e1 bao qu\u00e1t, th\u01b0\u1eddng khi\u1ebfn marketer nh\u1ea7m l\u1eabn gi\u1eefa chi\u1ebfn l\u01b0\u1ee3c v\u00e0 k\u1ebf ho\u1ea1ch marketing.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u0110i\u1ec3m m\u1ea5u ch\u1ed1t khi b\u00e0n v\u1ec1 chi\u1ebfn l\u01b0\u1ee3c \u0111\u00f3 ch\u00ednh l\u00e0 \u0111\u1ecbnh h\u01b0\u1edbng v\u00e0 t\u00ednh l\u00e2u d\u00e0i m\u00e0 chi\u1ebfn l\u01b0\u1ee3c \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn t\u1ea5t c\u1ea3 ho\u1ea1t \u0111\u1ed9ng marketing sau \u0111\u00f3. Chi\u1ebfn l\u01b0\u1ee3c th\u1ec3 hi\u1ec7n t\u1ea7m nh\u00ecn c\u0169ng nh\u01b0 \u0111\u1ecbnh h\u00ecnh c\u00e1ch th\u1ee9c \u0111\u1ea1t \u0111\u01b0\u1ee3c m\u1ee5c ti\u00eau c\u1ee7a doanh nghi\u1ec7p.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">D\u00e0nh ri\u00eang cho ng\u00e0nh d\u01b0\u1ee3c ph\u1ea9m, v\u1edbi s\u1ef1 ra \u0111\u1eddi v\u00e0 ph\u00e1t tri\u1ec3n r\u1ea5t \u0111a d\u1ea1ng c\u00e1c s\u1ea3n ph\u1ea9m thu\u1ed1c m\u1edbi m\u1ed7i n\u0103m, th\u1ecb tr\u01b0\u1eddng kh\u00f4ng ng\u1eebng thay \u0111\u1ed5i, vi\u1ec7c chi\u1ebfm \u01b0u th\u1ebf c\u1ea1nh tranh lu\u00f4n l\u00e0 m\u1ee5c ti\u00eau h\u00e0ng \u0111\u1ea7u c\u1ee7a c\u00e1c h\u00e3ng d\u01b0\u1ee3c ph\u1ea9m.\u00a0<\/span><\/p>\n<p style=\"text-align: center;\"><span style=\"color: #017ab7;\"><b><i>\u201cThere is life to a brand even after patent expiry&#8221;<\/i><\/b><\/span><\/p>\n<p><span style=\"font-weight: 400;\">V\u00ec v\u1eady, chi\u1ebfn l\u01b0\u1ee3c marketing ph\u1ed5 bi\u1ebfn trong ng\u00e0nh d\u01b0\u1ee3c ph\u1ea9m c\u00f3 th\u1ec3 t\u00f3m g\u1ecdn trong hai chi\u1ebfn l\u01b0\u1ee3c ch\u00ednh: t\u1ea5n c\u00f4ng v\u00e0 ph\u00f2ng th\u1ee7.\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"color: #017ab7;\"><b>Chi\u1ebfn l\u01b0\u1ee3c ph\u00f2ng th\u1ee7<\/b><\/span><span style=\"font-weight: 400;\"> t\u1eadp trung v\u00e0o t\u1ea5n c\u00f4ng c\u1ee7a \u0111\u1ed1i th\u1ee7 \u0111\u1ec3 t\u00ecm s\u01a1 h\u1edf ph\u1ea3n c\u00f4ng.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"color: #017ab7;\"><b>Chi\u1ebfn l\u01b0\u1ee3c t\u1ea5n c\u00f4ng<\/b><\/span><span style=\"font-weight: 400;\"> t\u1eadp trung v\u00e0o t\u0103ng c\u01b0\u1eddng l\u1ee3i th\u1ebf c\u1ea1nh tranh c\u1ee7a doanh nghi\u1ec7p.<\/span><\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"Chien_luoc_phong_thu_trong_marketing_duoc_pham\"><\/span><span style=\"color: #017ab7;\">Chi\u1ebfn l\u01b0\u1ee3c ph\u00f2ng th\u1ee7 trong marketing d\u01b0\u1ee3c ph\u1ea9m<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<figure id=\"attachment_3060\" aria-describedby=\"caption-attachment-3060\" style=\"width: 1200px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-3060\" src=\"https:\/\/hedima.vn\/journey\/wp-content\/uploads\/2021\/11\/file-20200708-47-mexhsj.jpg\" alt=\"Ph\u00f2ng th\u1ee7 \u0111\u1ec3 s\u1eb5n s\u00e0ng cho nh\u1eefng \u0111\u1ee3t ph\u1ea3n c\u00f4ng m\u1ea1nh m\u1ebd\" width=\"1200\" height=\"1200\" \/><figcaption id=\"caption-attachment-3060\" class=\"wp-caption-text\">Ph\u00f2ng th\u1ee7 \u0111\u1ec3 s\u1eb5n s\u00e0ng cho nh\u1eefng \u0111\u1ee3t ph\u1ea3n c\u00f4ng m\u1ea1nh m\u1ebd.<\/figcaption><\/figure>\n<p><span style=\"color: #017ab7;\"><i>\u201c\u0110\u1eebng cho r\u1eb1ng k\u1ebb th\u00f9 s\u1ebd kh\u00f4ng \u0111\u1ebfn, m\u00e0 h\u00e3y chu\u1ea9n b\u1ecb tr\u01b0\u1edbc cho s\u1ef1 t\u1ea5n c\u00f4ng c\u1ee7a h\u1ecd. \u0110\u1eebng ngh\u0129 r\u1eb1ng h\u1ecd kh\u00f4ng t\u1ea5n c\u00f4ng, m\u00e0 h\u00e3y bi\u1ebfn v\u1ecb tr\u00ed c\u1ee7a b\u1ea1n th\u00e0nh n\u01a1i kh\u00f4ng th\u1ec3 c\u00f4ng k\u00edch\u201d &#8211; Binh Ph\u00e1p T\u00f4n t\u1eed.<\/i><\/span><\/p>\n<p><span style=\"font-weight: 400;\">Chi\u1ebfn l\u01b0\u1ee3c n\u00e0y ph\u00f9 h\u1ee3p v\u1edbi nh\u1eefng doanh nghi\u1ec7p \u0111\u00e3 chi\u1ebfm \u01b0u th\u1ebf tr\u00ean th\u1ecb tr\u01b0\u1eddng, gi\u00fap b\u1ea3o v\u1ec7 v\u1ecb th\u1ebf th\u01b0\u01a1ng hi\u1ec7u, kh\u00f4ng nh\u1eb1m t\u0103ng l\u1ee3i th\u1ebf c\u1ea1nh tranh. V\u1edbi chi\u1ebfn l\u01b0\u1ee3c n\u00e0y, doanh nghi\u1ec7p c\u00f3 nhi\u1ec7m v\u1ee5 \u201cth\u1ecb uy\u201d v\u1edbi c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh c\u1ee7a m\u00ecnh. Chi\u1ebfn l\u01b0\u1ee3c n\u00e0y th\u01b0\u1eddng d\u00e0nh cho nh\u1eefng s\u1ea3n ph\u1ea9m thu\u1ed1c \u0111\u01b0\u1ee3c ra m\u1eaft \u0111\u1ea7u ti\u00ean (first entrant) hay thu\u1ed1c \u0111i\u1ec1u tr\u1ecb \u01b0u ti\u00ean m\u1ed9t (first-line treatment). Theo <\/span><span style=\"font-weight: 400;\">nghi\u00ean c\u1ee9u McKinsey<\/span><span style=\"font-weight: 400;\">, tr\u00ean 492 thu\u1ed1c \u0111\u01b0\u1ee3c ra m\u1eaft cho 131 nh\u00f3m thu\u1ed1c trong v\u00f2ng 27 n\u0103m (1986-2012), b\u00e1o c\u00e1o k\u1ebft lu\u1eadn: nh\u1eefng thu\u1ed1c xu\u1ea5t hi\u1ec7n \u0111\u1ea7u ti\u00ean tr\u00ean th\u1ecb tr\u01b0\u1eddng c\u00f3 6% l\u1ee3i th\u1ebf th\u1ecb ph\u1ea7n so v\u1edbi nh\u1eefng thu\u1ed1c xu\u1ea5t hi\u1ec7n sau.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Th\u00f4ng th\u01b0\u1eddng, l\u1ed9 tr\u00ecnh marketing c\u1ee7a m\u1ed9t s\u1ea3n ph\u1ea9m thu\u1ed1c c\u00f3 chu k\u1ef3 s\u1ed1ng chia th\u00e0nh 4 giai \u0111o\u1ea1n: gi\u1edbi thi\u1ec7u thu\u1ed1c (launching), t\u0103ng tr\u01b0\u1edfng (growth stage), b\u00e3o h\u00f2a (maturity) v\u00e0 suy tho\u00e1i (decline stage). Chi\u1ebfn l\u01b0\u1ee3c ph\u00f2ng th\u1ee7 th\u01b0\u1eddng \u00e1p d\u1ee5ng sau khi s\u1ea3n ph\u1ea9m \u0111\u1ea1t t\u1edbi ng\u01b0\u1ee1ng doanh thu cao nh\u1ea5t m\u00e0 th\u01b0\u01a1ng hi\u1ec7u mong \u0111\u1ee3i v\u00e0 c\u00f3 xu h\u01b0\u1edbng b\u00e3o h\u00f2a ho\u1eb7c suy tho\u00e1i.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">M\u1ed9t v\u00ed d\u1ee5 \u0111i\u1ec3n h\u00ecnh trong th\u1ecb tr\u01b0\u1eddng n\u1ed9i \u0111\u1ecba l\u00e0 th\u1ef1c ph\u1ea9m ch\u1ee9c n\u0103ng CumarGold. CVI l\u00e0 doanh nghi\u1ec7p ti\u00ean phong \u0111\u01b0a c\u00f4ng ngh\u1ec7 nano curcumin v\u1ec1 Vi\u1ec7t Nam. \u0110\u1ed9i marketing \u0111\u00e3 th\u00e0nh c\u00f4ng t\u0103ng nh\u1eadn th\u1ee9c c\u1ed9ng \u0111\u1ed3ng v\u1ec1 c\u00f4ng ngh\u1ec7 m\u1edbi n\u00e0y. \u1ede giai \u0111o\u1ea1n tung s\u1ea3n ph\u1ea9m, CVI t\u1eadp trung s\u1eed d\u1ee5ng c\u00e1c ph\u01b0\u01a1ng ph\u00e1p marketing hi\u1ec7u qu\u1ea3 trong ng\u00e0nh d\u01b0\u1ee3c b\u1eb1ng c\u00e1ch cung c\u1ea5p th\u00f4ng tin v\u1edbi b\u1eb1ng ch\u1ee9ng khoa h\u1ecdc \u0111\u1ec3 chi\u1ebfm l\u00f2ng tin c\u1ee7a kh\u00e1ch h\u00e0ng. T\u1eeb n\u0103m 2013, doanh nghi\u1ec7p \u0111\u00e3 t\u1eadp trung x\u00e2y d\u1ef1ng <a href=\"https:\/\/cumargold.vn\/\" target=\"_blank\" rel=\"noopener\">content website CumarGold<\/a><\/span><span style=\"font-weight: 400;\">, c\u1ea9m nang d\u00e0nh cho ng\u01b0\u1eddi d\u00f9ng, v\u00e0 \u0111\u1eb7c bi\u1ec7t l\u00e0 h\u1ed9i th\u1ea3o khoa h\u1ecdc \u0111\u01b0\u1ee3c tin th\u1eddi s\u1ef1 VTV 19h nh\u1eafc t\u1edbi.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u0110\u1ebfn n\u0103m 2015, doanh nghi\u1ec7p nh\u1eadn th\u1ea5y s\u1ef1 th\u1ee5t gi\u1ea3m trong doanh s\u1ed1 khi th\u1ecb tr\u01b0\u1eddng xu\u1ea5t hi\u1ec7n nhi\u1ec1u \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh. \u0110\u1ed9i marketing nh\u1eadn th\u1ea5y ng\u01b0\u1eddi ti\u00eau d\u00f9ng bi\u1ebft \u0111\u1ebfn c\u00f4ng ngh\u1ec7 \u201cnano curcumin\u201d hay \u201ctinh ngh\u1ec7 nano\u201d, nh\u01b0ng \u0111\u1ed9 nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u CumarGold hay doanh nghi\u1ec7p CVI kh\u00f4ng cao. L\u00fac n\u00e0y, m\u1ee5c ti\u00eau h\u00e0ng \u0111\u1ea7u l\u00e0 \u201cch\u1eb7n \u0111\u00e0 tu\u1ed9t d\u1ed1c\u201d b\u1eb1ng c\u00e1ch \u00e1p d\u1ee5ng chi\u1ebfn l\u01b0\u1ee3c ph\u00f2ng th\u1ee7: kh\u1eb3ng \u0111\u1ecbnh v\u1ecb th\u1ebf c\u1ee7a doanh nghi\u1ec7p tr\u00ean th\u1ecb tr\u01b0\u1eddng. L\u00fac n\u00e0y CVI \u0111\u1ea7u t\u01b0 v\u00e0o branding marketing (t\u0103ng nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u) v\u1edbi h\u00ecnh \u1ea3nh: th\u01b0\u01a1ng hi\u1ec7u th\u1ea5u hi\u1ec3u n\u1ed7i \u0111au v\u00e0 s\u1eb5n s\u00e0ng \u0111\u1ed3ng h\u00e0nh c\u00f9ng ng\u01b0\u1eddi b\u1ec7nh. Doanh nghi\u1ec7p cho ra m\u1eaft MV \u201cKh\u00fac ca y\u00eau \u0111\u1eddi\u201d c\u00f9ng v\u1edbi nhi\u1ec1u ch\u01b0\u01a1ng tr\u00ecnh h\u1ed7 tr\u1ee3 c\u00e1c b\u1ec7nh nh\u00e2n ung th\u01b0.\u00a0<\/span>\u00a0<iframe loading=\"lazy\" title=\"YouTube video player\" src=\"https:\/\/www.youtube.com\/embed\/sHBGKF1vPhY\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p><span style=\"color: #017ab7;\"><i>T\u1eeb case study tr\u00ean, m\u1ee5c \u0111\u00edch c\u1ee7a chi\u1ebfn l\u01b0\u1ee3c ph\u00f2ng th\u1ee7 th\u01b0\u1eddng l\u00e0 d\u00f9ng nh\u1eefng bi\u1ec7n ph\u00e1p nh\u01b0 gi\u1ea3m gi\u00e1 hay chi\u1ebfn d\u1ecbch marketing di\u1ec7n r\u1ed9ng cho \u0111\u1ed1i th\u1ee7 bi\u1ebft r\u1eb1ng n\u1ebfu t\u1ea5n c\u00f4ng h\u1ecd s\u1ebd nh\u1eadn nhi\u1ec1u \u0111\u1ee3t ph\u1ea3n c\u00f4ng m\u1ea1nh m\u1ebd.\u00a0<\/i><\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Chien_luoc_tan_cong_trong_marketing_duoc_pham\"><\/span><span style=\"color: #017ab7;\">Chi\u1ebfn l\u01b0\u1ee3c t\u1ea5n c\u00f4ng trong marketing d\u01b0\u1ee3c ph\u1ea9m<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Chi\u1ebfn l\u01b0\u1ee3c marketing t\u1ea5n c\u00f4ng ph\u00f9 h\u1ee3p v\u1edbi c\u00e1c doanh nghi\u1ec7p t\u1ef1 tin v\u1edbi s\u1ea3n ph\u1ea9m c\u00f3 \u0111i\u1ec3m n\u1ed5i tr\u1ed9i so v\u1edbi th\u1ecb tr\u01b0\u1eddng. H\u1ecd th\u01b0\u1eddng c\u00f3 xu h\u01b0\u1edbng \u0111\u1ea7u t\u01b0 nhi\u1ec1u trong qu\u00e1 tr\u00ecnh nghi\u00ean c\u1ee9u v\u00e0 ph\u00e1t tri\u1ec3n (R&amp;D) ho\u1eb7c t\u00ecm ra m\u1ed9t c\u00f4ng ngh\u1ec7 m\u1edbi thu h\u00fat s\u1ef1 quan t\u00e2m c\u1ee7a kh\u00e1ch h\u00e0ng. Chi\u1ebfn l\u01b0\u1ee3c t\u1ea5n c\u00f4ng marketing ph\u1ed5 bi\u1ebfn trong ng\u00e0nh d\u01b0\u1ee3c bao g\u1ed3m c\u00e1c h\u01b0\u1edbng sau:<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"31_Don_tan_cong_truc_dien_den_nguoi_dan_dau_thi_truong\"><\/span><span style=\"color: #017ab7;\">3.1. \u0110\u00f2n t\u1ea5n c\u00f4ng tr\u1ef1c di\u1ec7n \u0111\u1ebfn ng\u01b0\u1eddi d\u1eabn \u0111\u1ea7u th\u1ecb tr\u01b0\u1eddng<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">\u0110\u1ec3 t\u1ea5n c\u00f4ng \u0111\u01b0\u1ee3c ng\u01b0\u1eddi m\u1ea1nh nh\u1ea5t, b\u1ea1n c\u1ea7n \u0111\u1ea3m b\u1ea3o ngu\u1ed3n l\u1ef1c cho m\u1ed9t cu\u1ed9c chi\u1ebfn l\u00e2u d\u00e0i. N\u1ebfu ngu\u1ed3n t\u00e0i nguy\u00ean kh\u00f4ng \u0111\u01b0\u1ee3c duy tr\u00ec, chi\u1ebfn d\u1ecbch s\u1ebd kh\u00f3 th\u00e0nh c\u00f4ng. Th\u01b0\u1edfng \u1edf d\u1ea1ng n\u00e0y, ng\u01b0\u1eddi ta th\u01b0\u1eddng t\u1eadp trung \u0111\u00e1nh v\u00e0o \u0111i\u1ec3m y\u1ebfu c\u1ee7a \u0111\u1ed1i ph\u01b0\u01a1ng. Tri\u1ec3n khai t\u1eeb nh\u1eefng \u0111i\u1ec3m nh\u1ecf nh\u1ea5t tr\u01b0\u1edbc khi m\u1edf r\u1ed9ng chi\u1ebfn d\u1ecbch.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">V\u00ed d\u1ee5: n\u0103m 1915, Coca-Cola cho ra m\u1eaft thi\u1ebft k\u1ebf b\u00ecnh n\u01b0\u1edbc v\u1edbi \u01b0u \u0111i\u1ec3m nh\u1ecf g\u1ecdn, c\u1ea7m v\u1eeba tay. Pepsi l\u1ea1i quy\u1ebft \u0111\u1ecbnh t\u1ea5n c\u00f4ng v\u00e0o l\u1ee3i th\u1ebf n\u00e0y khi gi\u1edbi thi\u1ec7u s\u1ea3n ph\u1ea9m size l\u1edbn h\u01a1n c\u00f9ng gi\u00e1 th\u00e0nh. T\u1ea5t nhi\u00ean s\u1ef1 ti\u1ec7n l\u1ee3i c\u1ee7a v\u1eeba tay kh\u00f4ng thu h\u00fat b\u1eb1ng vi\u1ec7c th\u1ec3 t\u00edch n\u01b0\u1edbc nhi\u1ec1u h\u01a1n. Nh\u01b0ng Coca-Cola kh\u00f4ng th\u1ec3 thay \u0111\u1ed5i k\u00edch th\u01b0\u1edbc \u0111\u1ec3 c\u1ea1nh tranh v\u1edbi Pepsi v\u00ec tuy\u00ean ng\u00f4n tr\u01b0\u1edbc \u0111\u00f3.\u00a0<\/span><\/p>\n<figure id=\"attachment_3061\" aria-describedby=\"caption-attachment-3061\" style=\"width: 1200px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-3061\" src=\"https:\/\/hedima.vn\/journey\/wp-content\/uploads\/2021\/11\/pepsivscocacolamarketing-strategy.jpg\" alt=\"Pepsi \u0111\u00e3 gi\u00e1ng \u0111\u00f2n t\u1ea5n c\u00f4ng tr\u1ef1c di\u1ec7n v\u1edbi Coca-Cola\" width=\"1200\" height=\"713\" \/><figcaption id=\"caption-attachment-3061\" class=\"wp-caption-text\">Pepsi \u0111\u00e3 gi\u00e1ng \u0111\u00f2n t\u1ea5n c\u00f4ng tr\u1ef1c di\u1ec7n v\u1edbi Coca-Cola<\/figcaption><\/figure>\n<h3><span class=\"ez-toc-section\" id=\"32_Tan_cong_suon_flanking_tap_trung_vao_phan_khuc_thi_truong_nhat_dinh\"><\/span><span style=\"color: #017ab7;\">3.2. T\u1ea5n c\u00f4ng s\u01b0\u1eddn (flanking): t\u1eadp trung v\u00e0o ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng nh\u1ea5t \u0111\u1ecbnh<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">V\u1edbi chi\u1ebfn l\u01b0\u1ee3c t\u1ea5n c\u00f4ng n\u00e0y, marketer c\u1ea7n x\u00e1c \u0111\u1ecbnh ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng m\u00e0 m\u00ecnh mong mu\u1ed1n v\u00e0 t\u1eadp trung cho nh\u00f3m n\u00e0y trong m\u1ed9t kho\u1ea3ng th\u1eddi gian d\u00e0i. M\u1ee5c ti\u00eau c\u1ee7a chi\u1ebfn l\u01b0\u1ee3c n\u00e0y l\u00e0 chi\u1ebfm \u0111\u01b0\u1ee3c m\u1ed9t ph\u1ea7n th\u1ecb ph\u1ea7n nh\u1ea5t \u0111\u1ecbnh. Th\u01b0\u1eddng gi\u00e1 tr\u1ecb hay ch\u1ea5t l\u1ef1a s\u1ea3n ph\u1ea9m so v\u1edbi gi\u00e1 th\u00e0nh s\u1ebd quy\u1ebft \u0111\u1ecbnh y\u1ebfu t\u1ed1 th\u00e0nh c\u00f4ng c\u1ee7a chi\u1ebfn d\u1ecbch. Chi\u1ebfn d\u1ecbch n\u00e0y th\u01b0\u1eddng \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng b\u1edfi c\u00e1c doanh nghi\u1ec7p s\u1ea3n xu\u1ea5t thu\u1ed1c generic.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">M\u1ed9t v\u00ed d\u1ee5 \u0111\u1eb7c bi\u1ec7t v\u1ec1 c\u00e1ch h\u00e3ng d\u01b0\u1ee3c ph\u1ea9m GSK t\u1ea5n c\u00f4ng v\u1edbi chi\u1ebfn l\u01b0\u1ee3c t\u1ea5n c\u00f4ng s\u01b0\u1eddn: N\u0103m 2003, h\u00e3ng d\u01b0\u1ee3c Apotex cho ra m\u1eaft thu\u1ed1c generic c\u1ee7a s\u1ea3n ph\u1ea9m Paxil thu\u1ed9c GSK, t\u1ea1o n\u00ean m\u1ed9t m\u1ed1i \u0111e d\u1ecda v\u1edbi s\u1ea3n s\u1ea3n ph\u1ea9m b\u00e1n ch\u1ea1y nh\u1ea5t c\u1ee7a GSK v\u1edbi $ 3.2 t\u1ef7 \u0111\u00f4 m\u1ed7i n\u0103m. Thay v\u00ec ch\u1ecdn chi\u1ebfn l\u01b0\u1ee3c ph\u00f2ng th\u1ee7, GSK \u0111\u00e3 thay \u0111\u1ed5i th\u1ebf tr\u1eadn v\u1edbi vi\u1ec7c cho ph\u00e9p Par Pharmaceutical gia c\u00f4ng s\u1ea3n ph\u1ea9m n\u00e0y v\u00e0 nh\u1eadn l\u1ea1i ti\u1ec1n b\u1ea3n quy\u1ec1n (royalty payment). Nh\u01b0 v\u1eady, ngo\u00e0i doanh thu c\u1ee7a Paxil, h\u00e3ng d\u01b0\u1ee3c c\u0169ng t\u0103ng th\u00eam l\u1ee3i nhu\u1eadn trong th\u1ecb ph\u1ea7n d\u00e0nh cho thu\u1ed1c generic v\u1edbi ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng c\u00f3 thu nh\u1eadp th\u1ea5p h\u01a1n.\u00a0<\/span><\/p>\n<figure id=\"attachment_3062\" aria-describedby=\"caption-attachment-3062\" style=\"width: 940px\" class=\"wp-caption alignnone\"><a href=\"https:\/\/hedima.vn\/journey\/wp-content\/uploads\/2021\/11\/hi-gsk-london.webp\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-3062\" src=\"https:\/\/hedima.vn\/journey\/wp-content\/uploads\/2021\/11\/hi-gsk-london.webp\" alt=\"T\u1ea5n c\u00f4ng s\u01b0\u1eddn gi\u00fap h\u00e3ng d\u01b0\u1ee3c GSK t\u1ed1i \u0111a l\u1ee3i nhu\u1eadn \" width=\"940\" height=\"529\" \/><\/a><figcaption id=\"caption-attachment-3062\" class=\"wp-caption-text\">T\u1ea5n c\u00f4ng s\u01b0\u1eddn gi\u00fap h\u00e3ng d\u01b0\u1ee3c GSK t\u1ed1i \u0111a l\u1ee3i nhu\u1eadn<\/figcaption><\/figure>\n<h3><span class=\"ez-toc-section\" id=\"33_Tim_vung_dat_moi\"><\/span><span style=\"color: #017ab7;\">3.3. T\u00ecm v\u00f9ng \u0111\u1ea5t m\u1edbi<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">N\u1ebfu b\u1ea1n \u0111\u00e3 bi\u1ebft \u0111\u1ebfn <a href=\"https:\/\/hedima.vn\/journey\/chien-luoc-dai-duong-xanh\/\">chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ea1i d\u01b0\u01a1ng xanh<\/a> th\u00ec vi\u1ec7c t\u00ecm ki\u1ebfm v\u00f9ng \u0111\u1ea5t m\u1edbi c\u0169ng l\u00e0 m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c marketing ch\u1ee7 \u0111\u1ed9ng t\u1ea5n c\u00f4ng. Chi\u1ebfn l\u01b0\u1ee3c n\u00e0y d\u00e0nh cho nh\u1eefng doanh nghi\u1ec7p mu\u1ed1n khai ph\u00e1 nh\u1eefng th\u1ecb tr\u01b0\u1eddng ng\u00e1ch, khi h\u1ecd \u0111\u00e3 c\u00f3 trong tay m\u1ed9t ph\u00e1t minh m\u1edbi vfa ho\u00e0n to\u00e0n c\u00f3 th\u1ec3 l\u00e0m ch\u1ee7 m\u1ed9t th\u1ecb tr\u01b0\u1eddng ti\u1ec1m n\u0103ng ch\u01b0a c\u00f3 m\u1ed9t \u0111\u1ed1i th\u1ee7 n\u00e0o \u0111\u1ea7u t\u01b0 v\u00e0o.<\/span><\/p>\n<figure id=\"attachment_2160\" aria-describedby=\"caption-attachment-2160\" style=\"width: 1200px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-2160\" src=\"https:\/\/hedima.vn\/journey\/wp-content\/uploads\/2021\/02\/21.jpg\" alt=\"Chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ea1i d\u01b0\u01a1ng xanh l\u00e0 g\u00ec? Li\u1ec7u c\u00f3 t\u1ed3n t\u1ea1i m\u00f4i tr\u01b0\u1eddng gi\u00e0u t\u00e0i nguy\u00ean, \u00edt c\u1ea1nh tranh?\" width=\"1200\" height=\"675\" \/><figcaption id=\"caption-attachment-2160\" class=\"wp-caption-text\">Chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ea1i d\u01b0\u01a1ng xanh l\u00e0 g\u00ec? Li\u1ec7u c\u00f3 t\u1ed3n t\u1ea1i m\u00f4i tr\u01b0\u1eddng gi\u00e0u t\u00e0i nguy\u00ean, \u00edt c\u1ea1nh tranh?<\/figcaption><\/figure>\n<h3><span class=\"ez-toc-section\" id=\"34_Danh_du_kich_guerillas\"><\/span><span style=\"color: #017ab7;\">3.4. \u0110\u00e1nh du k\u00edch (guerillas)<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Chi\u1ebfn l\u01b0\u1ee3c t\u1ea5n c\u00f4ng n\u00e0y th\u00edch h\u1ee3p v\u1edbi c\u00e1c doanh nghi\u1ec7p nh\u1ecf khi ch\u01b0a \u0111\u1ee7 s\u1ee9c t\u1ea5n c\u00f4ng tr\u1ef1c di\u1ec7n hay th\u1eadm ch\u00ed t\u1ea5n c\u00f4ng s\u01b0\u1eddn. Nh\u01b0 t\u00ean g\u1ecdi \u0111\u00e1nh du k\u00edch, marketer mu\u1ed1n s\u1eed d\u1ee5ng chi\u1ebfn l\u01b0\u1ee3c n\u00e0y c\u1ea7n nh\u1edb r\u00f5 ph\u01b0\u01a1ng ch\u00e2m \u201c\u0111\u00e1nh nhanh, r\u00fat g\u1ecdn\u201d. Doanh nghi\u1ec7p c\u1ea7n n\u1eafm ch\u1eafc th\u1eddi c\u01a1 ngay khi c\u01a1 h\u1ed9i xu\u1ea5t hi\u1ec7n, v\u00e0 r\u00fat v\u1ec1 nhanh ch\u00f3ng tr\u01b0\u1edbc nh\u1eefng \u0111\u1ee3t ph\u1ea3n c\u00f4ng m\u1ea1nh m\u1ebd t\u1eeb \u0111\u1ed1i th\u1ee7.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">V\u00ed d\u1ee5: Xe Jeep c\u1ee7a h\u00e3ng Rolls-Royce \u0111\u01b0\u1ee3c xem l\u00e0 m\u1ed9t v\u00ed d\u1ee5 \u0111i\u1ec3n h\u00ecnh c\u1ee7a chi\u1ebfn l\u01b0\u1ee3c \u0111\u00e1nh du k\u00edch khi h\u00e3ng xe n\u00e0y mu\u1ed1n t\u1ea5n c\u00f4ng v\u00e0o l\u0129nh v\u1ef1c xe t\u1ef1 \u0111\u1ed9ng v\u1edbi gi\u00e1 th\u00e0nh cao.\u00a0<\/span><\/p>\n<figure id=\"attachment_3063\" aria-describedby=\"caption-attachment-3063\" style=\"width: 600px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-3063\" src=\"https:\/\/hedima.vn\/journey\/wp-content\/uploads\/2021\/11\/m.jpg\" alt=\"Rolls-Royce \u0111\u00e1nh du k\u00edch v\u00e0o th\u1ecb tr\u01b0\u1eddng xe t\u1ef1 \u0111\u1ed9ng cao c\u1ea5p\" width=\"600\" height=\"390\" \/><figcaption id=\"caption-attachment-3063\" class=\"wp-caption-text\">Rolls-Royce \u0111\u00e1nh du k\u00edch v\u00e0o th\u1ecb tr\u01b0\u1eddng xe t\u1ef1 \u0111\u1ed9ng cao c\u1ea5p<\/figcaption><\/figure>\n<h2><span class=\"ez-toc-section\" id=\"Tam_ket\"><\/span><span style=\"color: #017ab7;\">T\u1ea1m k\u1ebft<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Tr\u00ean l\u00fd thuy\u1ebft, c\u00f3 r\u1ea5t nhi\u1ec1u chi\u1ebfn l\u01b0\u1ee3c marketing gi\u00fap doanh nghi\u1ec7p \u0111\u1ea1t \u0111\u01b0\u1ee3c m\u1ee5c ti\u00eau nh\u01b0 mong mu\u1ed1n. \u0110\u1eb7c bi\u1ec7t v\u1edbi ng\u00e0nh c\u00f4ng nghi\u1ec7p d\u01b0\u1ee3c ph\u1ea9m, \u0111\u1ec3 x\u00e1c \u0111\u1ecbnh \u0111\u01b0\u1ee3c chi\u1ebfn l\u01b0\u1ee3c n\u00e0o th\u00edch h\u1ee3p v\u1edbi m\u00ecnh, b\u1ea1n c\u1ea7n hi\u1ec3u r\u00f5 th\u1ecb tr\u01b0\u1eddng, v\u1ecb th\u1ebf c\u1ee7a doanh nghi\u1ec7p v\u00e0 gi\u00e1 tr\u1ecb c\u1ee7a s\u1ea3n ph\u1ea9m c\u1ee7a b\u1ea1n. Nh\u00ecn chung, c\u00e1c chi\u1ebfn l\u01b0\u1ee3c marketing ph\u1ed5 bi\u1ebfn trong ng\u00e0nh d\u01b0\u1ee3c chia th\u00e0nh hai h\u01b0\u1edbng t\u1ea5n c\u00f4ng &#8211; ph\u00f2ng th\u1ee7 v\u00e0 t\u00f9y thu\u1ed9c v\u00e0o chu k\u1ef3 s\u1ed1ng c\u1ee7a s\u1ea3n ph\u1ea9m.\u00a0<\/span><\/p>\n<div class=\"bg-margin-for-link\"><input type='hidden' bg_collapse_expand='6a29ecf1d549a0067441430' value='6a29ecf1d549a0067441430'><input type='hidden' id='bg-show-more-text-6a29ecf1d549a0067441430' value='T\u00e0i li\u1ec7u tham kh\u1ea3o'><input type='hidden' id='bg-show-less-text-6a29ecf1d549a0067441430' value='Show Less'><a id='bg-showmore-action-6a29ecf1d549a0067441430' class='bg-showmore-plg-link bg-arrow '  style=\" color:#017ab7;;\" href='#'>T\u00e0i li\u1ec7u tham kh\u1ea3o<\/a><div id='bg-showmore-hidden-6a29ecf1d549a0067441430' >\n<ol>\n<li><a href=\"https:\/\/www.uhu.es\/45122\/temas\/P&amp;SC\/Theme3_1_P&amp;SC.pdf\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400\">https:\/\/www.uhu.es\/45122\/temas\/P&amp;SC\/Theme3_1_P&amp;SC.pdf<\/span><\/a><span style=\"font-weight: 400\">\u00a0<\/span><\/li>\n<li><a href=\"https:\/\/www.mckinsey.com\/industries\/life-sciences\/our-insights\/pharmas-first-to-market-advantage\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400\">https:\/\/www.mckinsey.com\/industries\/life-sciences\/our-insights\/pharmas-first-to-market-advantage<\/span><\/a><span style=\"font-weight: 400\">\u00a0<\/span><\/li>\n<li><a href=\"https:\/\/www.drugtopics.com\/view\/big-pharma-uses-effective-strategies-battle-generic-competitors\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400\">https:\/\/www.drugtopics.com\/view\/big-pharma-uses-effective-strategies-battle-generic-competitors<\/span><\/a><span style=\"font-weight: 400\">\u00a0<\/span><\/li>\n<\/ol>\n<\/div><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Khi nh\u1eafc v\u1ec1 m\u1ed9t ng\u01b0\u1eddi t\u01b0\u1edbng gi\u1ecfi ng\u01b0\u1eddi ta th\u01b0\u1eddng k\u1ec3 v\u1ec1 c\u00e1ch m\u00e0 \u00f4ng d\u00f9ng binh hay nh\u1eefng chi\u1ebfn l\u01b0\u1ee3c t\u00e0i t\u00ecnh. C\u00f9ng t\u00ecm hi\u1ec3u 2 chi\u1ebfn l\u01b0\u1ee3c marketing ph\u1ed5 bi\u1ebfn trong ng\u00e0nh d\u01b0\u1ee3c ph\u1ea9m&#8230;<\/p>\n","protected":false},"author":13,"featured_media":3064,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[9],"tags":[34],"class_list":["post-3057","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-pharma-marketing","tag-chien-luoc-marketing"],"acf":[],"_links":{"self":[{"href":"https:\/\/hedima.vn\/journey\/wp-json\/wp\/v2\/posts\/3057","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=3057"}],"version-history":[{"count":0,"href":"https:\/\/hedima.vn\/journey\/wp-json\/wp\/v2\/posts\/3057\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/hedima.vn\/journey\/wp-json\/wp\/v2\/media\/3064"}],"wp:attachment":[{"href":"https:\/\/hedima.vn\/journey\/wp-json\/wp\/v2\/media?parent=3057"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/hedima.vn\/journey\/wp-json\/wp\/v2\/categories?post=3057"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/hedima.vn\/journey\/wp-json\/wp\/v2\/tags?post=3057"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}