{"id":603,"date":"2021-02-25T05:37:00","date_gmt":"2021-02-24T22:37:00","guid":{"rendered":"http:\/\/journey.hedima.vn\/?p=603"},"modified":"2021-02-25T05:37:00","modified_gmt":"2021-02-24T22:37:00","slug":"marketing-mix","status":"publish","type":"post","link":"https:\/\/hedima.vn\/journey\/marketing-mix\/","title":{"rendered":"B\u1ea1n \u0111\u00e3 th\u1ef1c s\u1ef1 hi\u1ec3u \u0111\u00fang v\u1ec1 chi\u1ebfn l\u01b0\u1ee3c marketing mix?"},"content":{"rendered":"\n<p class=\"has-drop-cap wp-block-paragraph\">Marketing h\u1ed7n h\u1ee3p (marketing mix) l\u00e0 m\u1ed9t kh\u00e1i ni\u1ec7m c\u01a1 b\u1ea3n trong l\u0129nh v\u1ef1c marketing. B\u00e0i vi\u1ebft sau \u0111\u00e2y gi\u1edbi thi\u1ec7u c\u00e1c m\u00f4 h\u00ecnh marketing mix v\u00e0 \u0111\u01b0a ra v\u00ed d\u1ee5 tr\u00ean nh\u1eefng doanh nghi\u1ec7p \u0111\u00e3 v\u00e0 \u0111ang r\u1ea5t th\u00e0nh c\u00f4ng.<\/p>\n\n\n\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\/marketing-mix\/#1_Cac_mo_hinh_marketing_mix\" >1. C\u00e1c m\u00f4 h\u00ecnh marketing mix<\/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\/marketing-mix\/#11_4P\" >1.1. 4P<\/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\/marketing-mix\/#12_Ket_hop_4P_va_4C\" >1.2. K\u1ebft h\u1ee3p 4P v\u00e0 4C<\/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\/marketing-mix\/#13_7P\" >1.3. 7P<\/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\/marketing-mix\/#2_Ung_dung_marketing_mix\" >2. \u1ee8ng d\u1ee5ng marketing mix<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/hedima.vn\/journey\/marketing-mix\/#3_Marketing_mix_trong_linh_vuc_duoc_pham\" >3. Marketing mix trong l\u0129nh v\u1ef1c 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-7\" href=\"https:\/\/hedima.vn\/journey\/marketing-mix\/#31_San_pham_product\" >3.1. S\u1ea3n ph\u1ea9m (product)<\/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\/marketing-mix\/#32_Gia_price\" >3.2. Gi\u00e1 (price)<\/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\/marketing-mix\/#33_Phan_phoi_place\" >3.3. Ph\u00e2n ph\u1ed1i (place)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/hedima.vn\/journey\/marketing-mix\/#34_Hoat_dong_truyen_thong_promotion\" >3.4. Ho\u1ea1t \u0111\u1ed9ng truy\u1ec1n th\u00f4ng (promotion)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/hedima.vn\/journey\/marketing-mix\/#4_Case_study_ve_marketing_mix\" >4. Case study v\u1ec1 marketing mix<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/hedima.vn\/journey\/marketing-mix\/#41_Product\" >4.1. Product<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/hedima.vn\/journey\/marketing-mix\/#42_Price\" >4.2. Price<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/hedima.vn\/journey\/marketing-mix\/#43_Place\" >4.3. Place<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/hedima.vn\/journey\/marketing-mix\/#44_Promotion\" >4.4. Promotion<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2 class=\"has-text-color wp-block-heading\" style=\"color: #017ab7;\"><span class=\"ez-toc-section\" id=\"1_Cac_mo_hinh_marketing_mix\"><\/span>1. C\u00e1c m\u00f4 h\u00ecnh marketing mix<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">4P l\u00e0 m\u00f4 h\u00ecnh kinh \u0111i\u1ec3n trong marketing mix v\u1edbi 4 y\u1ebfu t\u1ed1: product (s\u1ea3n ph\u1ea9m), price (gi\u00e1 c\u1ea3), place (ph\u00e2n ph\u1ed1i) v\u00e0 promotion (x\u00fac ti\u1ebfn b\u00e1n h\u00e0ng). Ngo\u00e0i 4P, marketing mix c\u0169ng c\u00f3 nhi\u1ec1u m\u00f4 h\u00ecnh kh\u00e1c nh\u01b0 <strong>4P+4C<\/strong>, <strong>7P<\/strong>, <strong>4E<\/strong>. C\u00e1c m\u00f4 h\u00ecnh marketing mix c\u00f3 th\u1ec3 kh\u00f4ng \u0111\u01b0\u1ee3c ph\u00e2n bi\u1ec7t m\u1ed9t c\u00e1ch r\u1ea1ch r\u00f2i v\u1edbi nhau. T\u00f9y theo c\u00e1ch ph\u00e2n t\u00edch k\u00e8m v\u1edbi s\u1ef1 giao thoa gi\u1eefa c\u00e1c m\u00f4 h\u00ecnh \u0111\u1ec3 g\u1ecdi t\u00ean ph\u00f9 h\u1ee3p.<\/p>\n\n\n\n<h3 class=\"has-text-color wp-block-heading\" style=\"color: #017ab7;\"><span class=\"ez-toc-section\" id=\"11_4P\"><\/span><em>1.1. 4P<\/em><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<h4 class=\"wp-block-heading\">Product<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Product (s\u1ea3n ph\u1ea9m): l\u00e0 t\u1ed5ng s\u1ea3n ph\u1ea9m \u0111\u01b0\u1ee3c t\u1ea1o ra \u0111\u1ec3 \u0111\u00e1p \u1ee9ng nhu c\u1ea7u c\u1ee7a m\u1ed9t nh\u00f3m \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng c\u1ee5 th\u1ec3. Product c\u00f3 th\u1ec3 l\u00e0 s\u1ea3n ph\u1ea9m h\u1eefu h\u00ecnh (v\u00ed d\u1ee5 nh\u01b0: b\u00fat bi, s\u00e1ch v\u1edf, th\u1ef1c ph\u1ea9m\u2026) ho\u1eb7c m\u1ed9t d\u1ecbch v\u1ee5 v\u00f4 h\u00ecnh (v\u00ed d\u1ee5 nh\u01b0: s\u1ea3n ph\u1ea9m b\u1ea3o hi\u1ec3m, spa, nh\u00e0 h\u00e0ng\u2026). Doanh nghi\u1ec7p kh\u00f4ng nh\u1ea5t thi\u1ebft ph\u1ea3i t\u1ef1 s\u1ea3n xu\u1ea5t s\u1ea3n ph\u1ea9m n\u00e0y. B\u1ea3n th\u00e2n s\u1ea3n ph\u1ea9m quy\u1ebft \u0111\u1ecbnh r\u1ea5t nhi\u1ec1u \u0111\u1ebfn s\u1ef1 th\u00e0nh b\u1ea1i c\u1ee7a m\u1ed9t doanh nghi\u1ec7p.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u0110\u1ec3 ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m ph\u00f9 h\u1ee3p marketer c\u1ea7n ph\u1ea3i quan t\u00e2m \u0111\u1ebfn c\u00e1c v\u1ea5n \u0111\u1ec1 sau:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Ch\u1ee7ng lo\u1ea1i \u2013 S\u1ea3n ph\u1ea9m \u0111\u00e3 \u0111a d\u1ea1ng?<\/li>\n<li>Ch\u1ea5t l\u01b0\u1ee3ng \u2013 S\u1ea3n ph\u1ea9m \u0111\u00e3 th\u1ecfa m\u00e3n \u0111\u01b0\u1ee3c mong mu\u1ed1n v\u00e0 nhu c\u1ea7u kh\u00e1ch h\u00e0ng?<\/li>\n<li>T\u00ean th\u01b0\u01a1ng hi\u1ec7u \u2013 T\u00ean s\u1ea3n ph\u1ea9m l\u00e0 g\u00ec? Li\u1ec7u c\u00e1i t\u00ean \u0111\u00f3 c\u00f3 \u201cb\u1eaft tai\u201d, c\u00f3 g\u00e2y \u0111\u01b0\u1ee3c \u1ea5n t\u01b0\u1ee3ng v\u1edbi ng\u01b0\u1eddi ti\u00eau d\u00f9ng kh\u00f4ng?<\/li>\n<li>Bao b\u00ec \u2013 V\u1ebb ngo\u00e0i (bao b\u00ec) s\u1ea3n ph\u1ea9m \u0111\u00e3 \u0111\u1ee7 thu h\u00fat? K\u00edch c\u1ee1 v\u00e0 m\u00e0u s\u1eafc s\u1ea3n ph\u1ea9m \u0111\u1ee7 \u1ea5n t\u01b0\u1ee3ng cho kh\u00e1ch h\u00e0ng?<\/li>\n<li>\u0110\u00f3ng g\u00f3i \u2013 C\u00e1ch \u0111\u00f3ng g\u00f3i c\u00f3 ch\u1eafc ch\u1eafn hay kh\u00f4ng? Khi ng\u01b0\u1eddi mua s\u1eed d\u1ee5ng c\u00f3 th\u1ec3 m\u1edf ra m\u1ed9t c\u00e1ch thu\u1eadn ti\u1ec7n hay kh\u00f4ng?<\/li>\n<li>Ngo\u00e0i ra marketer c\u1ea7n ph\u1ea3i l\u01b0u \u00fd nh\u1eefng \u0111i\u1ec3m sau: C\u00f3 b\u1ea5t k\u1ef3 t\u00ednh n\u0103ng c\u1ea7n thi\u1ebft n\u00e0o m\u00e0 marketer \u0111\u00e3 b\u1ecf l\u1ee1? Marketer c\u00f3 \u0111ang v\u00f4 t\u00ecnh t\u1ea1o ra c\u00e1c t\u00ednh n\u0103ng th\u1eeba th\u00e3i v\u00e0 kh\u00e1ch h\u00e0ng th\u00ec kh\u00f4ng c\u1ea7n \u0111\u1ebfn ch\u00fang? S\u1ea3n ph\u1ea9m hi\u1ec7n t\u1ea1i kh\u00e1c v\u1edbi c\u00e1c s\u1ea3n ph\u1ea9m c\u1ee7a \u0111\u1ed1i th\u1ee7 nh\u01b0 th\u1ebf n\u00e0o?\u2026<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\">Place<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Place (ph\u00e2n ph\u1ed1i): L\u00e0 c\u00e1c \u0111\u1ecba \u0111i\u1ec3m m\u00e0 m\u1ed9t s\u1ea3n ph\u1ea9m c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c mua, th\u01b0\u1eddng \u0111\u01b0\u1ee3c g\u1ecdi l\u00e0 c\u00e1c k\u00eanh ph\u00e2n ph\u1ed1i, bao g\u1ed3m b\u1ea5t k\u1ef3 c\u1eeda h\u00e0ng th\u1ef1c t\u1ebf c\u0169ng nh\u01b0 c\u00e1c c\u1eeda h\u00e0ng \u1ea3o tr\u00ean Internet. Chi\u1ebfn l\u01b0\u1ee3c ph\u00e2n ph\u1ed1i bao g\u1ed3m: chuy\u00ean s\u00e2u, ch\u1ecdn l\u1ecdc, \u0111\u1ed9c quy\u1ec1n v\u00e0 h\u1ec7 th\u1ed1ng nh\u01b0\u1ee3ng quy\u1ec1n.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">M\u1ed9t s\u1ea3n ph\u1ea9m ch\u1ec9 c\u00f3 gi\u00e1 tr\u1ecb khi \u0111\u1ebfn \u0111\u01b0\u1ee3c v\u1edbi kh\u00e1ch h\u00e0ng, do \u0111\u00f3 chi\u1ebfn l\u01b0\u1ee3c v\u1ec1 ph\u00e2n ph\u1ed1i trong m\u00f4 h\u00ecnh marketing mix r\u1ea5t quan tr\u1ecdng. Nh\u1eefng c\u00e2u h\u1ecfi marketer c\u1ea7n tr\u1ea3 l\u1eddi trong v\u1ea5n \u0111\u1ec1 k\u00eanh ph\u00e2n ph\u1ed1i:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u0110\u1ecba \u0111i\u1ec3m b\u00e1n \u2013 Kh\u00e1ch h\u00e0ng c\u00f3 th\u1ec3 t\u00ecm th\u1ea5y s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5 \u1edf \u0111\u00e2u?<\/li>\n<li>C\u00e1ch th\u00e2m nh\u1eadp \u2013 L\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 s\u1ea3n ph\u1ea9m th\u00e2m nh\u1eadp \u0111\u01b0\u1ee3c v\u00e0o k\u00eanh ph\u00e2n ph\u1ed1i ph\u00f9 h\u1ee3p?<\/li>\n<li>C\u00e1ch th\u1ee9c b\u00e1n h\u00e0ng \u2013 C\u1ea7n m\u1ed9t \u0111\u1ed9i ng\u0169 b\u00e1n h\u00e0ng hay kh\u00f4ng? Tham gia m\u1ed9t h\u1ed9i ch\u1ee3 th\u01b0\u01a1ng m\u1ea1i? B\u00e1n h\u00e0ng tr\u1ef1c tuy\u1ebfn? G\u1eedi m\u1eabu th\u1eed \u0111\u1ebfn cho c\u00e1c c\u00f4ng ty mu\u1ed1n \u0111\u1eb7t m\u1ed1i quan h\u1ec7?<\/li>\n<\/ul>\n\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><br \/>\n<figure id=\"attachment_2778\" aria-describedby=\"caption-attachment-2778\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-2778 size-medium\" src=\"https:\/\/hedima.vn\/journey\/wp-content\/uploads\/2021\/02\/marketing-mix-1-1-600x278.jpg\" alt=\"Can thi\u1ec7p Place trong Marketing mix c\u0169ng g\u00e2y ra c\u00e1c \u1ea3nh h\u01b0\u1edfng t\u00edch c\u1ef1c trong ng\u00e0nh d\u01b0\u1ee3c\" width=\"600\" height=\"278\" \/><figcaption id=\"caption-attachment-2778\" class=\"wp-caption-text\">Can thi\u1ec7p Place trong Marketing mix c\u0169ng g\u00e2y ra c\u00e1c \u1ea3nh h\u01b0\u1edfng t\u00edch c\u1ef1c trong ng\u00e0nh d\u01b0\u1ee3c<\/figcaption><\/figure>\n<\/figure>\n<\/div>\n\n\n\n<h4 class=\"wp-block-heading\">Price<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Price (gi\u00e1 c\u1ea3): Gi\u00e1 b\u00e1n l\u00e0 chi ph\u00ed m\u00e0 kh\u00e1ch h\u00e0ng ph\u1ea3i b\u1ecf ra \u0111\u1ec3 \u0111\u1ed5i l\u1ea5y s\u1ea3n ph\u1ea9m hay d\u1ecbch v\u1ee5 t\u1eeb nh\u00e0 cung c\u1ea5p, \u0111\u01b0\u1ee3c x\u00e1c \u0111\u1ecbnh b\u1edfi nhi\u1ec1u y\u1ebfu t\u1ed1 (c\u1ea1nh tranh, chi ph\u00ed nguy\u00ean li\u1ec7u, th\u1ecb ph\u1ea7n, nh\u1eadn d\u1ea1ng s\u1ea3n ph\u1ea9m v\u00e0 gi\u00e1 tr\u1ecb c\u1ea3m nh\u1eadn c\u1ee7a kh\u00e1ch h\u00e0ng).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Vi\u1ec7c x\u00e1c \u0111\u1ecbnh m\u1ee9c gi\u00e1 kh\u00f4ng nh\u1eefng v\u00f4 c\u00f9ng quan tr\u1ecdng m\u00e0 c\u00f2n mang t\u00ednh th\u00e1ch th\u1ee9c, nh\u00e0 cung c\u1ea5p ph\u1ea3i c\u00e2n nh\u1eafc l\u1ee3i v\u00e0 h\u1ea1i khi \u0111\u1eb7t gi\u00e1 cao hay th\u1ea5p.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">C\u00e1c c\u00e2u h\u1ecfi marketer c\u1ea7n tr\u1ea3 l\u1eddi \u0111\u01b0\u1ee3c bao g\u1ed3m:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Y\u1ebfu t\u1ed1 t\u00e0i ch\u00ednh \u2013 C\u00e1c y\u1ebfu t\u1ed1 li\u00ean quan tr\u1ef1c ti\u1ebfp \u0111\u1ebfn qu\u00e1 tr\u00ecnh bu\u00f4n b\u00e1n h\u00e0ng h\u00f3a nh\u01b0: gi\u00e1 ni\u00eam y\u1ebft, chi\u1ebft kh\u1ea5u, kh\u1ea5u tr\u1eeb, k\u1ef3 thanh to\u00e1n, \u0111i\u1ec1u kho\u1ea3n t\u00edn d\u1ee5ng\u2026<\/li>\n<li>\u0110\u1ed9 nh\u1ea1y c\u1ea3m v\u1edbi gi\u00e1 \u2013 C\u1ea7n gi\u1ea3m gi\u00e1 \u0111\u1ec3 gi\u00e0nh nhi\u1ec1u th\u1ecb ph\u1ea7n? Hay t\u0103ng gi\u00e1 khi mu\u1ed1n t\u0103ng l\u1ee3i nhu\u1eadn bi\u00ean?<\/li>\n<li>Ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng \u2013 Chi\u1ebft kh\u1ea5u nh\u01b0 th\u1ebf n\u00e0o cho nh\u1eefng kh\u00e1ch h\u00e0ng th\u01b0\u01a1ng m\u1ea1i, hay cho t\u1eebng ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng c\u1ee5 th\u1ec3?<\/li>\n<li>Gi\u00e1 tr\u1ecb s\u1ea3n ph\u1ea9m \u2013 Gi\u00e1 tr\u1ecb nh\u1eadn \u0111\u01b0\u1ee3c khi kh\u00e1ch h\u00e0ng s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m l\u00e0 g\u00ec?<\/li>\n<li>\u0110\u1ed1i th\u1ee7 \u2013 So s\u00e1nh gi\u00e1 c\u1ee7a m\u00ecnh v\u1edbi \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh nh\u01b0 th\u1ebf n\u00e0o?<\/li>\n<li>\u0110\u1ecba l\u00fd \u2013 Khu v\u1ef1c n\u00e0y c\u00f3 ph\u00f9 h\u1ee3p \u0111\u1ec3 thi\u1ebft l\u1eadp m\u1ee9c gi\u00e1 cho s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5 kh\u00f4ng?<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\">Promotion<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Promotion: l\u00e0 t\u1ea5t c\u1ea3 c\u00e1c ho\u1ea1t \u0111\u1ed9ng nh\u1eb1m \u0111\u1ea3m b\u1ea3o r\u1eb1ng kh\u00e1ch h\u00e0ng <strong>nh\u1eadn bi\u1ebft<\/strong> v\u1ec1 s\u1ea3n ph\u1ea9m hay d\u1ecbch v\u1ee5, <strong>c\u00f3 \u1ea5n t\u01b0\u1ee3ng<\/strong> t\u1ed1t v\u1ec1 ch\u00fang v\u00e0 th\u1ef1c hi\u1ec7n <strong>giao d\u1ecbch mua b\u00e1n<\/strong> th\u1eadt s\u1ef1.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Promotion bao g\u1ed3m nh\u1eefng th\u00e0nh t\u1ed1 nh\u1ecf c\u1ea5u th\u00e0nh nh\u01b0: t\u1ed5 ch\u1ee9c b\u00e1n h\u00e0ng (sales organization), quan h\u1ec7 c\u00f4ng ch\u00fang (public relation), qu\u1ea3ng c\u00e1o (advertising) v\u00e0 ti\u1ebfp th\u1ecb (sales promotion).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">V\u00ed d\u1ee5: \u0110\u1ed1i v\u1edbi ng\u00e0nh<a href=\"https:\/\/hedima.vn\/journey\/marketing-duoc-pham-cang-han-che-cang-chien-luoc\/\"> marketing d\u01b0\u1ee3c ph\u1ea9m<\/a> c\u00f3 c\u00e1c \u0111\u1eb7c tr\u01b0ng nh\u01b0:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>C\u00f3 nhi\u1ec1u r\u00e0ng bu\u1ed9c trong v\u1ea5n \u0111\u1ec1 qu\u1ea3ng c\u00e1o,<\/li>\n<li>K\u00eanh ph\u00e2n ph\u1ed1i kh\u00f3 c\u00f3 th\u1ec3 \u0111\u1ed9t ph\u00e1.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">V\u00ec th\u1ebf, promotion l\u1ea1i l\u00e0 y\u1ebfu t\u1ed1 quan tr\u1ecdng m\u00e0 marketer ng\u00e0nh d\u01b0\u1ee3c ph\u1ea9m, y t\u1ebf, ch\u0103m s\u00f3c s\u1ee9c kh\u1ecfe c\u00f3 th\u1ec3 t\u1eadp trung khai th\u00e1c. C\u00e1c chi\u1ebfn l\u01b0\u1ee3c truy\u1ec1n th\u00f4ng c\u00f3 th\u1ec3 h\u01b0\u1edbng \u0111\u1ebfn nhi\u1ec1u \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00f4ng ch\u1ec9 ng\u01b0\u1eddi b\u1ec7nh, v\u00ed d\u1ee5: ng\u01b0\u1eddi th\u00e2n b\u1ec7nh nh\u00e2n, ng\u01b0\u1eddi c\u00f3 nguy c\u01a1 cao, ng\u01b0\u1eddi \u0111ang quan t\u00e2m \u0111\u1ebfn c\u00e1c v\u1ea5n \u0111\u1ec1 s\u1ee9c kh\u1ecfe&#8230;<\/p>\n\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><br \/>\n<figcaption>\n<figure id=\"attachment_2780\" aria-describedby=\"caption-attachment-2780\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-2780\" src=\"https:\/\/hedima.vn\/journey\/wp-content\/uploads\/2021\/02\/promotion-marketing-mix-1-600x433.jpg\" alt=\"Promotion l\u00e0 y\u1ebfu t\u1ed1 Marketer D\u01b0\u1ee3c c\u00f3 th\u1ec3 t\u1eadp trung khai th\u00e1c hi\u1ec7u qu\u1ea3\" width=\"600\" height=\"433\" \/><figcaption id=\"caption-attachment-2780\" class=\"wp-caption-text\">Promotion l\u00e0 y\u1ebfu t\u1ed1 Marketer D\u01b0\u1ee3c c\u00f3 th\u1ec3 t\u1eadp trung khai th\u00e1c hi\u1ec7u qu\u1ea3<\/figcaption><\/figure>\n<\/figcaption>\n<\/figure>\n<\/div>\n\n\n\n<h3 class=\"has-text-color wp-block-heading\" style=\"color: #017ab7;\"><span class=\"ez-toc-section\" id=\"12_Ket_hop_4P_va_4C\"><\/span><em>1.2. K\u1ebft h\u1ee3p 4P v\u00e0 4C<\/em><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">M\u00f4 h\u00ecnh 4P+4C nh\u1ea5n m\u1ea1nh vai tr\u00f2 c\u1ee7a kh\u00e1ch h\u00e0ng, xem kh\u00e1ch h\u00e0ng l\u00e0 tr\u1ecdng t\u00e2m khi ho\u1ea1ch \u0111\u1ecbnh c\u00e1c chi\u1ebfn l\u01b0\u1ee3c ti\u1ebfp th\u1ecb. M\u1ed9t chi\u1ebfn d\u1ecbch ch\u1ec9 c\u00f3 th\u1ec3 th\u00e0nh c\u00f4ng n\u1ebfu doanh nghi\u1ec7p ho\u1ea1ch \u0111\u1ecbnh v\u00e0 tri\u1ec3n khai d\u01b0\u1edbi g\u00f3c nh\u00ecn kh\u00e1ch quan c\u1ee7a kh\u00e1ch h\u00e0ng, ch\u1ee9 kh\u00f4ng ph\u1ea3i t\u1eeb g\u00f3c nh\u00ecn ch\u1ee7 quan c\u1ee7a doanh nghi\u1ec7p<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">M\u1ed7i ch\u1eef \u201cC\u201d \u0111\u01b0\u1ee3c k\u1ebft h\u1ee3p ch\u1eef \u201cP\u201d t\u01b0\u01a1ng \u1ee9ng nh\u01b0 sau:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Customer solution (gi\u1ea3i ph\u00e1p cho kh\u00e1ch h\u00e0ng) \u0111\u01b0\u1ee3c g\u1eafn v\u1edbi product\u00a0<\/li>\n<li>Customer cost (chi ph\u00ed c\u1ee7a kh\u00e1ch h\u00e0ng) \u0111\u01b0\u1ee3c g\u1eafn v\u1edbi price<\/li>\n<li>Convenience (thu\u1eadn ti\u1ec7n) \u0111\u01b0\u1ee3c g\u1eafn v\u1edbi ch\u1eef place\u00a0<\/li>\n<li>Communication (giao ti\u1ebfp) \u0111\u01b0\u1ee3c g\u1eafn v\u1edbi ch\u1eef promotion<\/li>\n<\/ul>\n\n\n\n<h3 class=\"has-text-color wp-block-heading\" style=\"color: #017ab7;\"><span class=\"ez-toc-section\" id=\"13_7P\"><\/span><em>1.3. 7P<\/em><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.brandsvietnam.com\/tieudiem\/2864-Khai-quat-Mo-hinh-va-Chien-luoc-7P-Marketing\" target=\"_blank\" rel=\"noopener\">7P<\/a> l\u00e0 s\u1ef1 m\u1edf r\u1ed9ng, c\u1ea3i ti\u1ebfn c\u1ee7a 4P, \u1ee9ng d\u1ee5ng trong c\u00e1c marketing d\u1ecbch v\u1ee5, bao g\u1ed3m 4P v\u00e0 3P kh\u00e1c l\u00e0 <strong>people <\/strong>(con ng\u01b0\u1eddi), <strong>process <\/strong>(quy tr\u00ecnh) v\u00e0 <strong>physiology <\/strong>(tri\u1ebft l\u00fd). 7P l\u00e0 m\u1ed9t s\u1ef1 thay \u0111\u1ed5i \u0111\u1ec3 ph\u00f9 h\u1ee3p h\u01a1n v\u1edbi th\u1eddi \u0111\u1ea1i ng\u00e0y nay, khi m\u00e0 di\u1ec5n bi\u1ebfn th\u1ecb tr\u01b0\u1eddng ph\u1ee9c t\u1ea1p, kh\u00f3 d\u1ef1 \u0111o\u00e1n. 7P \u0111\u01b0\u1ee3c hi v\u1ecdng s\u1ebd kh\u1eafc ph\u1ee5c \u0111\u01b0\u1ee3c nh\u1eefng h\u1ea1n ch\u1ebf c\u1ee7a 4P.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Trong chi\u1ebfn l\u01b0\u1ee3c ph\u00e1t tri\u1ec3n b\u1ec1n v\u1eefng, m\u00f4 h\u00ecnh 7P c\u00e0ng ng\u00e0y c\u00e0ng ch\u1ee9ng minh hi\u1ec7u qu\u1ea3 c\u1ee7a n\u00f3.<\/p>\n\n\n\n<h2 class=\"has-text-color wp-block-heading\" style=\"color: #017ab7;\"><span class=\"ez-toc-section\" id=\"2_Ung_dung_marketing_mix\"><\/span>2. \u1ee8ng d\u1ee5ng marketing mix<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">C\u00e1c m\u00f4 h\u00ecnh marketing mix c\u00f3 m\u1ee9c \u0111\u1ed9 to\u00e0n di\u1ec7n gi\u00fap marketer c\u00f3 c\u00e1i nh\u00ecn to\u00e0n c\u1ea3nh cho m\u1ed9t b\u1ee9c tranh th\u1ecb tr\u01b0\u1eddng. \u0110i\u1ec1u n\u00e0y l\u00e0m marketing mix c\u00f3 t\u00ednh \u1ee9ng d\u1ee5ng l\u1edbn, c\u00f3 th\u1ec3 \u00e1p d\u1ee5ng trong nhi\u1ec1u tr\u01b0\u1eddng h\u1ee3p, nh\u01b0ng kh\u00e1i ni\u1ec7m marketing mix c\u00f3 th\u1ec3 c\u00f2n m\u1edbi \u0111\u1ed1i v\u1edbi m\u1ed9t s\u1ed1 l\u0129nh v\u1ef1c ho\u1eb7c m\u1ed9t s\u1ed1 khu v\u1ef1c.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">S\u1ef1 hi\u1ec7u qu\u1ea3 c\u1ee7a m\u00f4 h\u00ecnh kinh \u0111i\u1ec3n 4P \u0111\u00e3 \u0111\u01b0\u1ee3c ki\u1ec3m ch\u1ee9ng qua th\u1eddi gian d\u00e0i n\u00ean ph\u1ea1m vi \u00e1p d\u1ee5ng c\u0169ng r\u1ed9ng r\u00e3i h\u01a1n. Trong \u0111\u00f3, m\u00f4 h\u00ecnh \u201c7P\u201d th\u01b0\u1eddng hi\u1ec7u qu\u1ea3 h\u01a1n \u0111\u1ed1i v\u1edbi doanh nghi\u1ec7p ho\u1ea1t \u0111\u1ed9ng trong m\u00f4i tr\u01b0\u1eddng c\u1ea1nh tranh l\u00e0nh m\u1ea1nh kh\u00f4ng c\u00f3 (ho\u1eb7c \u00edt c\u00f3) s\u1ef1 can thi\u1ec7p c\u1ee7a c\u00e1c c\u01a1 ch\u1ebf t\u1ea1o \u0111\u1ed9c quy\u1ec1n ho\u1eb7c kh\u00f4ng l\u00e0nh m\u1ea1nh (unfair trade).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Nh\u01b0ng cho d\u00f9 l\u00e0m \u1edf l\u0129nh v\u1ef1c n\u00e0o th\u00ec \u0111\u00f4i khi c\u00e1c kh\u00e1i ni\u1ec7m nh\u01b0 4P, 7P ch\u1ec9 l\u00e0 kh\u00e1i ni\u1ec7m. S\u1ebd c\u00f3 r\u1ea5t nhi\u1ec1u kh\u00e1i ni\u1ec7m kh\u00e1c v\u1ec1 chi\u1ebfn l\u01b0\u1ee3c, v\u00ec v\u1eady doanh nghi\u1ec7p ph\u1ea3i lu\u00f4n \u0111\u1eb7t tr\u1ecdng t\u00e2m l\u00e0 kh\u00e1ch h\u00e0ng, quan s\u00e1t v\u00e0 \u0111i\u1ec1u ch\u1ec9nh theo th\u1eddi gian \u0111\u1ec3 tr\u1edf n\u00ean ph\u00f9 h\u1ee3p nh\u1ea5t.<\/p>\n\n\n\n<h2 class=\"has-text-color wp-block-heading\" style=\"color: #017ab7;\"><span class=\"ez-toc-section\" id=\"3_Marketing_mix_trong_linh_vuc_duoc_pham\"><\/span>3. Marketing mix trong l\u0129nh v\u1ef1c d\u01b0\u1ee3c ph\u1ea9m<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">H\u00e3y c\u00f9ng t\u00ecm hi\u1ec3u v\u1ec1 4 y\u1ebfu t\u1ed1 truy\u1ec1n th\u1ed1ng trong Marketing mix 4Ps khi \u00e1p d\u1ee5ng v\u00e0o l\u0129nh v\u1ef1c d\u01b0\u1ee3c ph\u1ea9m nh\u00e9:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"31_San_pham_product\"><\/span><span style=\"color: #017ab7;\">3.1. S\u1ea3n ph\u1ea9m (product)<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Thu\u1ed1c l\u00e0 lo\u1ea1i h\u00e0ng h\u00f3a \u0111\u1eb7c bi\u1ec7t c\u00f3 \u1ea3nh h\u01b0\u1edfng t\u1edbi s\u1ee9c kh\u1ecfe, an to\u00e0n v\u00e0 hi\u1ec7u qu\u1ea3 \u0111i\u1ec1u tr\u1ecb b\u1ec7nh. V\u00ec v\u1eady, n\u00f3 ch\u1ecbu s\u1ef1 qu\u1ea3n l\u00fd ch\u1eb7t ch\u1ebd c\u1ee7a lu\u1eadt d\u01b0\u1ee3c. Vi\u1ec7c thay \u0111\u1ed5i bao b\u00ec hay b\u1ea5t k\u1ef3 y\u1ebfu t\u1ed1 n\u00e0o c\u1ee7a s\u1ea3n ph\u1ea9m s\u1ebd kh\u00f3 kh\u0103n h\u01a1n nhi\u1ec1u so v\u1edbi c\u00e1c m\u1eb7t h\u00e0ng kh\u00e1c.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ph\u00e1t tri\u1ec3n y\u1ebfu t\u1ed1 s\u1ea3n ph\u1ea9m trong marketing mix c\u00f3 th\u1ec3 l\u00e0 th\u00f4ng qua th\u00fac \u0111\u1ea9y s\u1ea3n ph\u1ea9m ch\u1ee7 l\u1ef1c ho\u1eb7c gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u. Nhi\u1ec1u c\u00f4ng ty v\u1eeba v\u00e0 nh\u1ecf \u0111\u00e1nh gi\u00e1 cao vi\u1ec7c gia t\u0103ng nh\u1eadn bi\u1ebft v\u00e0 ph\u1ee7 s\u00f3ng c\u1ee7a m\u1ed9t s\u1ea3n ph\u1ea9m c\u1ee5 th\u1ec3. M\u1ed9t s\u1ed1 c\u00f4ng ty l\u1edbn t\u1eadp trung v\u00e0o ph\u00e1t tri\u1ec3n \u0111a d\u1ea1ng c\u00e1c lo\u1ea1i s\u1ea3n ph\u1ea9m v\u00e0 s\u1ef1 hi\u1ec7n di\u1ec7n tr\u00ean c\u00e1c ph\u00e2n kh\u00fac kh\u00e1c h\u00e0ng kh\u00e1c nhau.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"32_Gia_price\"><\/span><span style=\"color: #017ab7;\">3.2. Gi\u00e1 (price)<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Gi\u00e1 d\u01b0\u1ee3c ph\u1ea9m t\u1ea1i c\u00e1c n\u01a1i ph\u00e2n ph\u1ed1i c\u0169ng tu\u00e2n theo ki\u1ec3m so\u00e1t c\u1ee7a c\u01a1 quan qu\u1ea3n l\u00fd nh\u00e0 n\u01b0\u1edbc v\u1ec1 gi\u00e1 thu\u1ed1c theo quy \u0111\u1ecbnh. \u0110\u1ed1i v\u1edbi s\u1ea3n ph\u1ea9m OTC &#8211; thu\u1ed1c kh\u00f4ng k\u00ea \u0111\u01a1n, c\u00e1c c\u00f4ng ty c\u00f3 th\u1ec3 \u0111\u1ecbnh gi\u00e1 c\u1ea1nh tranh, ph\u00f9 h\u1ee3p v\u1edbi ng\u01b0\u1eddi d\u00f9ng \u0111\u1ec3 \u0111\u1ea3m b\u1ea3o l\u1ee3i th\u1ebf tr\u00ean th\u1ecb tr\u01b0\u1eddng.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"33_Phan_phoi_place\"><\/span><span style=\"color: #017ab7;\">3.3. Ph\u00e2n ph\u1ed1i (place)<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Ngo\u00e0i h\u1ec7 th\u1ed1ng ph\u00e2n c\u1ea5p c\u1ee7a nh\u00e0 s\u1ea3n xu\u1ea5t, nh\u00e0 ph\u00e2n ph\u1ed1i, nh\u00e0 b\u00e1n l\u1ebb, c\u00e1c <strong>nh\u00e2n vi\u00ean y t\u1ebf (b\u00e1c s\u0129, d\u01b0\u1ee3c s\u0129) <\/strong>l\u00e0 r\u1ea5t quan tr\u1ecdng \u0111\u1ec3 th\u00f4ng tin c\u1ee7a s\u1ea3n ph\u1ea9m ti\u1ebfp c\u1eadn ng\u01b0\u1eddi b\u1ec7nh, gi\u00fap ng\u01b0\u1eddi b\u1ec7nh c\u00f3 l\u1ef1a ch\u1ecdn t\u1ed1i \u01b0u nh\u1ea5t.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u0110\u1ed1i v\u1edbi c\u00e1c doanh nghi\u1ec7p trong n\u01b0\u1edbc, vi\u1ec7c t\u1ea1o d\u1ef1ng s\u1ef1 hi\u1ec7n di\u1ec7n trong chu\u1ed7i cung \u1ee9ng khu v\u1ef1c l\u00e0 ch\u00eca kh\u00f3a d\u1eabn \u0111\u1ebfn th\u00e0nh c\u00f4ng. Trong tr\u01b0\u1eddng h\u1ee3p b\u00e1n h\u00e0ng qu\u1ed1c t\u1ebf, c\u00e1c c\u00f4ng ty th\u00e0nh c\u00f4ng \u0111\u1ea9y nhanh vi\u1ec7c ph\u00e2n ph\u1ed1i c\u1ee7a h\u1ecd th\u00f4ng qua h\u1ee3p t\u00e1c chi\u1ebfn l\u01b0\u1ee3c v\u1edbi c\u00e1c \u0111\u1ed1i t\u00e1c d\u01b0\u1ee3c ph\u1ea9m \u1edf n\u01b0\u1edbc ngo\u00e0i.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"34_Hoat_dong_truyen_thong_promotion\"><\/span><span style=\"color: #017ab7;\">3.4. Ho\u1ea1t \u0111\u1ed9ng truy\u1ec1n th\u00f4ng (promotion)<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">C\u00e1c t\u00e0i li\u1ec7u qu\u1ea3ng c\u00e1o \u0111\u01b0\u1ee3c in \u1ea5n, bao g\u1ed3m brochure, leaflet&#8230; l\u00e0 s\u1ef1 l\u1ef1a ch\u1ecdn truy\u1ec1n th\u00f4ng trong ng\u00e0nh d\u01b0\u1ee3c ph\u1ea9m. C\u00e1c th\u00f4ng tin trong \u1ea5n ph\u1ea9m in \u1ea5n \u0111\u1ec1u ph\u1ea3i \u0111\u01b0\u1ee3c th\u00f4ng qua c\u01a1 quan qu\u1ea3n l\u00fd. C\u00e1c th\u00f4ng tin n\u00e0y bao g\u1ed3m: th\u00e0nh ph\u1ea7n, li\u1ec1u l\u01b0\u1ee3ng, ch\u1ec9 \u0111\u1ecbnh, nghi\u00ean c\u1ee9u k\u00e8m theo, t\u00e1c d\u1ee5ng ph\u1ee5, th\u00f4ng tin nh\u00e0 s\u1ea3n xu\u1ea5t,&#8230;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">V\u1edbi c\u00e1c s\u1ea3n ph\u1ea9m l\u00e0 thu\u1ed1c kh\u00f4ng k\u00ea \u0111\u01a1n ho\u1eb7c th\u1ef1c ph\u1ea9m ch\u1ee9c n\u0103ng th\u00ec vi\u1ec7c truy\u1ec1n th\u00f4ng c\u00f3 th\u1ec3 th\u00f4ng qua TVC, video qu\u1ea3ng c\u00e1o,&#8230; tr\u00ean c\u00e1c ph\u01b0\u01a1ng ti\u1ec7n truy\u1ec1n th\u00f4ng \u0111\u1ea1i ch\u00fang.<\/p>\n\n\n\n\n\n<h3 class=\"has-text-color wp-block-heading\" style=\"color: #017ab7;\"><span class=\"ez-toc-section\" id=\"4_Case_study_ve_marketing_mix\"><\/span>4. Case study v\u1ec1 marketing mix<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"41_Product\"><\/span><span style=\"color: #017ab7;\">4.1. Product<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<figure id=\"attachment_912\" aria-describedby=\"caption-attachment-912\" style=\"width: 1500px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-912\" src=\"https:\/\/hedima.vn\/journey\/wp-content\/uploads\/2021\/02\/hapacol-marketing-mix.jpg\" alt=\"S\u1ea3n ph\u1ea9m Hapacol trong chi\u1ebfn l\u01b0\u1ee3c marketing mix c\u1ee7a DHG\" width=\"1500\" height=\"1500\" \/><figcaption id=\"caption-attachment-912\" class=\"wp-caption-text\">S\u1ea3n ph\u1ea9m Hapacol trong chi\u1ebfn l\u01b0\u1ee3c marketing mix c\u1ee7a DHG.<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">V\u00ed d\u1ee5 v\u1ec1 c\u00f4ng ty D\u01b0\u1ee3c H\u1eadu Giang (DHG Pharma) \u00e1p d\u1ee5ng chi\u1ebfn l\u01b0\u1ee3c \u0111a d\u1ea1ng h\u00f3a s\u1ea3n ph\u1ea9m v\u1edbi 3 nh\u00f3m ch\u00ednh g\u1ed3m: thu\u1ed1c, th\u1ef1c ph\u1ea9m b\u1ea3o v\u1ec7 s\u1ee9c kh\u1ecfe (hay th\u01b0\u1eddng g\u1ecdi l\u00e0 th\u1ef1c ph\u1ea9m ch\u1ee9c n\u0103ng) v\u00e0 m\u1ef9 ph\u1ea9m.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Hapacol l\u00e0 d\u00f2ng s\u1ea3n ph\u1ea9m ch\u1ee7 l\u1ef1c c\u1ee7a DHG. Kh\u00f4ng gi\u1ed1ng c\u00f4ng ty kh\u00e1c s\u1ea3n xu\u1ea5t 1-2 lo\u1ea1i s\u1ea3n ph\u1ea9m paracetamol, D\u01b0\u1ee3c H\u1eadu giang s\u1ea3n xu\u1ea5t nhi\u1ec1u lo\u1ea1i thu\u1ed1c h\u1ea1 s\u1ed1t mang th\u01b0\u01a1ng hi\u1ec7u Hapacol, \u0111\u00e1p \u1ee9ng nhu c\u1ea7u m\u1ecdi kh\u00e1ch h\u00e0ng. T\u00ednh \u0111\u1ebfn nay, Hapacol c\u00f3 s\u1ed1 l\u01b0\u1ee3ng l\u00ean \u0111\u1ebfn 23 lo\u1ea1i v\u1edbi h\u00e0m l\u01b0\u1ee3ng \u0111a d\u1ea1ng (150, 250, 325, 500, 650 mg) v\u00e0 nhi\u1ec1u d\u1ea1ng b\u00e0o ch\u1ebf (c\u1ed1m, s\u1ee7i, n\u00e9n, nang) ph\u00f9 h\u1ee3p m\u1ecdi l\u1ee9a tu\u1ed5i. Hapacol c\u00f2n \u0111\u01b0\u1ee3c k\u1ebft h\u1ee3p v\u1edbi nhi\u1ec1u ho\u1ea1t ch\u1ea5t \u0111\u1ec3 m\u1edf r\u1ed9ng ch\u1ec9 \u0111\u1ecbnh, v\u00ed d\u1ee5 ph\u1ed1i h\u1ee3p v\u1edbi clorpheniramin cho ch\u1ec9 \u0111\u1ecbnh c\u1ea3m, c\u00fam, vi\u00eam xoang do d\u1ecb \u1ee9ng; ibuprofen cho ch\u1ec9 \u0111\u1ecbnh gi\u1ea3m \u0111au trung b\u00ecnh \u0111\u1ebfn n\u1eb7ng.<\/p>\n\n\n\n\n\n<h3><span class=\"ez-toc-section\" id=\"42_Price\"><\/span><span style=\"color: #017ab7;\">4.2. Price<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p class=\"wp-block-paragraph\">DHG \u00e1p d\u1ee5ng 2 chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ecbnh gi\u00e1:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Theo chi ph\u00ed s\u1ea3n xu\u1ea5t: c\u00e1c s\u1ea3n ph\u1ea9m n\u00e0y ph\u00e2n ph\u1ed1i ch\u1ee7 y\u1ebfu v\u00e0o k\u00eanh b\u1ec7nh vi\u1ec7n, do \u0111\u00f3 \u0111\u1ecbnh gi\u00e1 s\u1ebd theo chi ph\u00ed s\u1ea3n xu\u1ea5t nh\u1eb1m c\u1ea1nh tranh khi duy\u1ec7t theo gi\u00e1 th\u1ea7u b\u1ec7nh vi\u1ec7n.<\/li>\n<li>Theo gi\u00e1 tr\u1ecb c\u1ea3m nh\u1eadn c\u1ee7a kh\u00e1ch h\u00e0ng: c\u00e1c s\u1ea3n ph\u1ea9m n\u00e0y s\u1ebd \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng r\u1ed9ng r\u00e3i trong c\u1ed9ng \u0111\u1ed3ng. Hi\u1ec7n nay DHG t\u1eadp trung v\u00e0o v\u1eeba c\u1ea3i thi\u1ec7n ch\u1ea5t l\u01b0\u1ee3ng v\u00e0 n\u00e2ng cao m\u1eabu m\u00e3 cho nh\u00f3m s\u1ea3n ph\u1ea9m n\u00e0y nh\u1eb1m \u0111\u00e1p \u1ee9ng nhu c\u1ea7u ng\u00e0y c\u00e0ng cao c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng. \u0110\u00e2y l\u00e0 ngu\u1ed3n thu ch\u00ednh mang l\u1ea1i doanh s\u1ed1 cho h\u00e3ng.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">C\u00e1c m\u1eb7t h\u00e0ng thu\u1ed1c gi\u1ea3m \u0111au, h\u1ea1 s\u1ed1t nh\u01b0 Hapacol s\u1ebd \u0111\u01b0\u1ee3c \u0111\u1ecbnh gi\u00e1 \u1edf m\u1ee9c trung b\u00ecnh so v\u1edbi th\u1ecb tr\u01b0\u1eddng thu\u1ed1c gi\u1ea3m \u0111au, h\u1ea1 s\u1ed1t \u0111\u1ec3 ph\u00f9 h\u1ee3p v\u1edbi chi ti\u00eau ti\u1ec1n thu\u1ed1c c\u1ee7a ng\u01b0\u1eddi Vi\u1ec7t Nam.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"43_Place\"><\/span><span style=\"color: #017ab7;\">4.3. Place<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">\u0110\u1ecbnh h\u01b0\u1edbng c\u1ee7a DHG l\u00e0 ti\u1ebfp t\u1ee5c chuy\u1ec3n trung t\u00e2m ph\u00e2n ph\u1ed1i th\u00e0nh chi nh\u00e1nh, chi nh\u00e1nh th\u00e0nh c\u00f4ng ty con, ph\u00e1t tri\u1ec3n theo m\u00f4 h\u00ecnh c\u00f4ng ty m\u1eb9 \u2013 con, gi\u00fap t\u1ef1 ch\u1ee7 h\u01a1n trong ho\u1ea1t \u0111\u1ed9ng ph\u00e2n ph\u1ed1i c\u1ee7a m\u00ecnh, n\u00e2ng cao hi\u1ec7u qu\u1ea3, t\u0103ng c\u01b0\u1eddng kh\u1ea3 n\u0103ng qu\u1ea3n tr\u1ecb.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">DHG c\u00f3 m\u1ed9t h\u1ec7 th\u1ed1ng c\u00e1c nh\u00e0 thu\u1ed1c b\u00e1n l\u1ebb c\u1ee7a c\u00f4ng ty, \u0111\u1ed3ng th\u1eddi c\u0169ng l\u00e0 nh\u00e0 ph\u00e2n ph\u1ed1i s\u1ec9 \u0111\u1ebfn c\u00e1c nh\u00e0 thu\u1ed1c t\u01b0 nh\u00e2n, \u0111\u1ecba ph\u01b0\u01a1ng. DHG c\u00f2n ph\u00e2n ph\u1ed1i qua k\u00eanh hi\u1ec7n \u0111\u1ea1i v\u00e0 k\u00eanh th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed nh\u01b0 Lazada, Tiki, Shopee \u0111\u1ec3 t\u0103ng ti\u1ebfp c\u1eadn t\u1edbi nhi\u1ec1u t\u1ec7p kh\u00e1ch h\u00e0ng m\u1edbi.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"44_Promotion\"><\/span><span style=\"color: #017ab7;\">4.4. Promotion<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Khuy\u1ebfn m\u00e3i d\u00e0nh cho nh\u00e0 ph\u00e2n ph\u1ed1i: DHG \u0111\u01b0a ra chi\u1ebfn l\u01b0\u1ee3c khuy\u1ebfn kh\u00edch c\u00e1c nh\u00e0 thu\u1ed1c tr\u01b0ng b\u00e0y, d\u1ef1 tr\u1eef s\u1ea3n ph\u1ea9m v\u00e0 c\u1ee7ng c\u1ed1, duy tr\u00ec v\u1edbi quan h\u1ec7 trung gian v\u00e0 nh\u00e2n vi\u00ean b\u00e1n h\u00e0ng. C\u1ee5 th\u1ec3, DHG th\u00e0nh l\u1eadp \u201cC\u00e2u l\u1ea1c b\u1ed9 c\u00f9ng th\u1ecbnh v\u01b0\u1ee3ng\u201d chuy\u00ean h\u1ed7 tr\u1ee3 nh\u00e0 ph\u00e2n ph\u1ed1i. \u0110i\u1ec1u ki\u1ec7n tham gia v\u00e0 quy\u1ec1n l\u1ee3i c\u1ee7a nh\u00e0 ph\u00e2n ph\u1ed1i \u0111\u01b0\u1ee3c quy \u0111\u1ecbnh c\u1ee5 th\u1ec3 theo doanh s\u1ed1 b\u00ecnh qu\u00e2n h\u00e0ng th\u00e1ng c\u1ee7a c\u00e1c nh\u00e0 thu\u1ed1c. \u0110i\u1ec1u n\u00e0y v\u1eeba th\u00fac \u0111\u1ea9y doanh s\u1ed1, v\u1eeba t\u1ea1o m\u1ed1i quan h\u1ec7 b\u1ec1n v\u1eefng v\u1edbi t\u1ec7p kh\u00e1ch h\u00e0ng th\u00e2n thi\u1ebft.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Qu\u1ea3ng c\u00e1o TVC cho ng\u01b0\u1eddi ti\u00eau d\u00f9ng: DHG duy tr\u00ec TVC qu\u1ea3ng c\u00e1o Hapacol v\u1edbi t\u1ea7n su\u1ea5t v\u1eeba ph\u1ea3i v\u1edbi c\u00e1c qu\u1ea3ng c\u00e1o Hapacol 250g cho tr\u1ebb em, Hapacol 650g cho ng\u01b0\u1eddi l\u1edbn.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">B\u00e0i vi\u1ebft gi\u1edbi thi\u1ec7u m\u1ed9t s\u1ed1 m\u00f4 h\u00ecnh marketing mix r\u1ea5t c\u01a1 b\u1ea3n. Tuy nhi\u00ean vi\u1ec7c \u00e1p d\u1ee5ng v\u00e0o chi\u1ebfn l\u01b0\u1ee3c marketing c\u1ee5 th\u1ec3 \u0111\u00f2i h\u1ecfi marketer c\u1ea7n c\u00f3 kinh nghi\u1ec7m v\u00e0 s\u00e1ng t\u1ea1o \u0111\u1ec3 c\u00f3 th\u1ec3 \u0111\u1ed9t ph\u00e1, \u0111i\u1ec1u n\u00e0y c\u00f3 th\u1ec3 l\u00e0 h\u1ea1n ch\u1ebf \u0111\u1ed1i v\u1edbi marketer l\u00e0m trong l\u0129nh v\u1ef1c ch\u0103m s\u00f3c s\u1ee9c kh\u1ecfe. H\u00e3y \u0111\u1ec3 HEDIMA \u0111\u1ed3ng h\u00e0nh v\u00e0 h\u1ed7 tr\u1ee3 b\u1ea1n mang l\u1ea1i th\u00e0nh c\u00f4ng cho chi\u1ebfn d\u1ecbch marketing.<\/p>\n\n<p><span style=\"font-weight: 400;\"><div class=\"bg-margin-for-link\"><input type='hidden' bg_collapse_expand='6a3c297e7ef8f4003518697' value='6a3c297e7ef8f4003518697'><input type='hidden' id='bg-show-more-text-6a3c297e7ef8f4003518697' value='T\u00e0i li\u1ec7u tham kh\u1ea3o'><input type='hidden' id='bg-show-less-text-6a3c297e7ef8f4003518697' value='Show Less'><a id='bg-showmore-action-6a3c297e7ef8f4003518697' class='bg-showmore-plg-link bg-arrow '  style=\" color:#017ab7;;\" href='#'>T\u00e0i li\u1ec7u tham kh\u1ea3o<\/a><div id='bg-showmore-hidden-6a3c297e7ef8f4003518697' > <\/span><\/p>\n<ol>\n<li><a href=\"https:\/\/margroup.edu.vn\/mo-hinh-marketing-mix\/\" rel=\"nofollow noopener\" target=\"_blank\"><span style=\"font-weight: 400\">https:\/\/margroup.edu.vn\/mo-hinh-marketing-mix\/<\/span><\/a><\/li>\n<li><a href=\"https:\/\/marketingai.admicro.vn\/case-study-duoc-hau-giang-da-su-dung-chien-luoc-marketing-mix-nhu-the-nao-de-danh-bai-cac-doi-thu-sung-so\/\" rel=\"nofollow noopener\" target=\"_blank\"><span style=\"font-weight: 400\">https:\/\/marketingai.admicro.vn\/case-study-duoc-hau-giang-da-su-dung-chien-luoc-marketing-mix-nhu-the-nao-de-danh-bai-cac-doi-thu-sung-so\/<\/span>\u00a0<\/a><\/li>\n<li>\n<p class=\"our-work-details-banner-tagline-2\"><a href=\"https:\/\/www.amuratech.com\/blog\/marketing-mix-modeling-for-pharmaceutical-company\" target=\"_blank\" rel=\"noopener\">Marketing Mix Models For a Successful Pharma Company &#8211; Amura<\/a><\/p>\n<\/li>\n<\/ol>\n<\/div><\/div>","protected":false},"excerpt":{"rendered":"<p>Marketing h\u1ed7n h\u1ee3p (marketing mix) l\u00e0 m\u1ed9t kh\u00e1i ni\u1ec7m c\u01a1 b\u1ea3n trong l\u0129nh v\u1ef1c marketing. B\u00e0i vi\u1ebft sau \u0111\u00e2y gi\u1edbi thi\u1ec7u c\u00e1c m\u00f4 h\u00ecnh marketing mix v\u00e0 \u0111\u01b0a ra v\u00ed d\u1ee5 tr\u00ean nh\u1eefng doanh nghi\u1ec7p \u0111\u00e3 v\u00e0 \u0111ang r\u1ea5t th\u00e0nh c\u00f4ng&#8230;<\/p>\n","protected":false},"author":13,"featured_media":2147,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[9],"tags":[34],"class_list":["post-603","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\/603","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=603"}],"version-history":[{"count":0,"href":"https:\/\/hedima.vn\/journey\/wp-json\/wp\/v2\/posts\/603\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/hedima.vn\/journey\/wp-json\/wp\/v2\/media\/2147"}],"wp:attachment":[{"href":"https:\/\/hedima.vn\/journey\/wp-json\/wp\/v2\/media?parent=603"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/hedima.vn\/journey\/wp-json\/wp\/v2\/categories?post=603"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/hedima.vn\/journey\/wp-json\/wp\/v2\/tags?post=603"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}