{"id":2964,"date":"2017-03-02T09:52:59","date_gmt":"2017-03-02T02:52:59","guid":{"rendered":"http:\/\/hat.hueuni.dexmanone.com\/?p=2964"},"modified":"2017-03-02T09:55:53","modified_gmt":"2017-03-02T02:55:53","slug":"vai-tro-va-tam-quan-trong-cua-thuong-hieu-trong-hoat-dong-kinh-doanh","status":"publish","type":"post","link":"http:\/\/dexmanone.com\/vai-tro-va-tam-quan-trong-cua-thuong-hieu-trong-hoat-dong-kinh-doanh.html","title":{"rendered":"Vai tr\u00f2 v\u00e0 t\u1ea7m quan tr\u1ecdng c\u1ee7a Th\u01b0\u01a1ng Hi\u1ec7u trong ho\u1ea1t \u0111\u1ed9ng kinh doanh"},"content":{"rendered":"

V\u1ea5n \u0111\u1ec1 th\u01b0\u01a1ng hi\u1ec7u \u0111\u00e3 v\u00e0 \u0111ang \u0111\u01b0\u1ee3c r\u1ea5t nhi\u1ec1u doanh nghi\u1ec7p \u0111\u1eb7c bi\u1ec7t quan t\u00e2m, nh\u1ea5t l\u00e0 trong \u0111i\u1ec1u ki\u1ec7n h\u1ed9i nh\u1eadp kinh t\u1ebf qu\u1ed1c t\u1ebf v\u00e0 khu v\u1ef1c \u0111ang ng\u00e0y c\u00e0ng lan r\u1ed9ng nh\u01b0 hi\u1ec7n nay. Th\u01b0\u01a1ng hi\u1ec7u kh\u00f4ng ch\u1ec9 \u0111\u01a1n thu\u1ea7n l\u00e0 d\u1ea5u hi\u1ec7u \u0111\u1ec3 ph\u00e2n bi\u1ec7t h\u00e0ng ho\u00e1, d\u1ecbch v\u1ee5 c\u1ee7a m\u1ed9t doanh nghi\u1ec7p n\u00e0y v\u1edbi h\u00e0ng ho\u00e1, d\u1ecbch v\u1ee5 c\u1ee7a doanh nghi\u1ec7p kh\u00e1c, m\u00e0 quan tr\u1ecdng h\u01a1n c\u1ea3, \u0111\u00f3 l\u00e0 c\u01a1 s\u1edf \u0111\u1ec3 kh\u1eb3ng \u0111\u1ecbnh v\u1ecb th\u1ebf c\u1ee7a doanh nghi\u1ec7p tr\u00ean th\u01b0\u01a1ng tr\u01b0\u1eddng c\u0169ng nh\u01b0 uy t\u00edn, h\u00ecnh \u1ea3nh c\u1ee7a doanh nghi\u1ec7p trong t\u00e2m tr\u00ed kh\u00e1ch h\u00e0ng. T\u1ea1o d\u1ef1ng m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u l\u00e0 c\u1ea3 m\u1ed9t qu\u00e1 tr\u00ecnh \u0111\u00f2i h\u1ecfi s\u1ef1 n\u1ed7 l\u1ef1c ph\u1ea5n \u0111\u1ea5u kh\u00f4ng ng\u1eebng v\u00e0 s\u1ef1 \u0111\u1ea7u t\u01b0 th\u00edch \u0111\u00e1ng c\u1ee7a doanh nghi\u1ec7p. Tuy nhi\u00ean, trong th\u1ef1c t\u1ebf \u0111\u00e3 c\u00f3 kh\u00f4ng \u00edt doanh nghi\u1ec7p c\u00f2n hi\u1ec3u ch\u01b0a \u0111\u00fang v\u1ec1 vai tr\u00f2 c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u, c\u00f2n l\u00fang t\u00fang trong x\u00e2y d\u1ef1ng v\u00e0 b\u1ea3o v\u1ec7 th\u01b0\u01a1ng hi\u1ec7u. \u0110\u00f3 l\u00e0 l\u00fd do ch\u00fang t\u00f4i xin chia s\u1ebb \u1edf \u0111\u00e2y m\u1ed9t v\u00e0i \u00fd t\u01b0\u1edfng c\u01a1 b\u1ea3n nh\u1ea5t v\u1ec1 vai tr\u00f2 v\u00e0 t\u1ea7m quan tr\u1ecdng th\u01b0\u01a1ng hi\u1ec7u. Th\u01b0\u01a1ng hi\u1ec7u \u0111\u00e3 xu\u1ea5t hi\u1ec7n c\u00e1c \u0111\u00e2y h\u00e0ng th\u1ebf k\u1ef7 v\u1edbi \u00fd ngh\u0129a \u0111\u1ec3 ph\u00e2n bi\u1ec7t h\u00e0ng ho\u00e1 c\u1ee7a nh\u00e0 s\u1ea3n xu\u1ea5t n\u00e0y v\u1edbi h\u00e0ng ho\u00e1 c\u1ee7a nh\u00e0 s\u1ea3n xu\u1ea5t kh\u00e1c. V\u1eady th\u01b0\u01a1ng hi\u1ec7u l\u00e0 g\u00ec<\/em><\/strong>?<\/span><\/p>\n

\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Theo hi\u1ec7p h\u1ed9i Marketing Hoa K\u1ef3, th\u01b0\u01a1ng hi\u1ec7u l\u00e0 \u201cm\u1ed9t c\u00e1i t\u00ean, t\u1eeb ng\u1eef, k\u00fd hi\u1ec7u, bi\u1ec3u t\u01b0\u1ee3ng ho\u1eb7c h\u00ecnh v\u1ebd ki\u1ec3u thi\u1ebft k\u1ebf,\u2026ho\u1eb7c t\u1eadp h\u1ee3p c\u1ee7a c\u00e1c y\u1ebfu t\u1ed1 tr\u00ean nh\u1eb1m x\u00e1c \u0111\u1ecbnh v\u00e0 ph\u00e2n bi\u1ec7t h\u00e0ng ho\u00e1 ho\u1eb7c d\u1ecbch v\u1ee5 c\u1ee7a m\u1ed9t ng\u01b0\u1eddi b\u00e1n v\u1edbi h\u00e0ng ho\u00e1 v\u00e0 d\u1ecbch v\u1ee5 c\u1ee7a c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh<\/em><\/strong>\u201d. M\u1ed9t th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c c\u1ea5u t\u1ea1o b\u1edfi hai ph\u1ea7n:<\/span><\/p>\n

\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Ph\u00e1t \u00e2m \u0111\u01b0\u1ee3c:<\/strong> l\u00e0 nh\u1eefng y\u1ebfu t\u1ed1 c\u00f3 th\u1ec3 \u0111\u1ecdc \u0111\u01b0\u1ee3c, t\u00e1c \u0111\u1ed9ng v\u00e0o th\u00ednh gi\u00e1c c\u1ee7a ng\u01b0\u1eddi nghe nh\u01b0 t\u00ean c\u00f4ng ty (v\u00ed d\u1ee5 nh\u01b0: Unilever<\/em>), t\u00ean s\u1ea3n ph\u1ea9m (Dove<\/em>), c\u00e2u kh\u1ea9u hi\u1ec7u (n\u00e2ng niu b\u00e0n ch\u00e2n Vi\u1ec7t<\/em>), \u0111o\u1ea1n nh\u1ea1c h\u00e1t \u0111\u1eb7c tr\u01b0ng v\u00e0 c\u00e1c y\u1ebfu t\u1ed1 ph\u00e1t \u00e2m \u0111\u01b0\u1ee3c kh\u00e1c.<\/span><\/p>\n

\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Kh\u00f4ng ph\u00e1t \u00e2m \u0111\u01b0\u1ee3c:<\/strong> l\u00e0 nh\u1eefng y\u1ebfu t\u1ed1 kh\u00f4ng \u0111\u1ecdc \u0111\u01b0\u1ee3c m\u00e0 ch\u1ec9 c\u00f3 th\u1ec3 c\u1ea3m nh\u1eadn \u0111\u01b0\u1ee3c b\u1eb1ng th\u1ecb gi\u00e1c nh\u01b0 h\u00ecnh v\u1ebd, bi\u1ec3u t\u01b0\u1ee3ng (v\u00ed d\u1ee5: h\u00ecnh l\u01b0\u1ee1i li\u1ec1m c\u1ee7a hang Nike<\/em>), m\u00e0u s\u1eafc (m\u00e0u \u0111\u1ecf c\u1ee7a Coca – Cola<\/em>), ki\u1ec3u d\u00e1ng thi\u1ebft k\u1ebf, bao b\u00ec (ki\u1ec3u chai n\u01b0\u1edbc kho\u00e1ng Lavie<\/em>) v\u00e0 c\u00e1c y\u1ebfu t\u1ed1 nh\u1eadn bi\u1ebft kh\u00e1c.<\/span><\/p>\n

\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 \u1ede Vi\u1ec7t Nam, kh\u00e1i ni\u1ec7m th\u01b0\u01a1ng hi\u1ec7u<\/strong> th\u01b0\u1eddng \u0111\u01b0\u1ee3c hi\u1ec3u \u0111\u1ed3ng ngh\u0129a v\u1edbi nh\u00e3n hi\u1ec7u h\u00e0ng ho\u00e1<\/strong>. Tuy nhi\u00ean, tr\u00ean th\u1ef1c t\u1ebf kh\u00e1i ni\u1ec7m th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c hi\u1ec3u r\u1ed9ng h\u01a1n nhi\u1ec1u, n\u00f3 c\u00f3 th\u1ec3 l\u00e0 b\u1ea5t k\u1ef3 c\u00e1i g\u00ec \u0111\u01b0\u1ee3c g\u1eafn li\u1ec1n v\u1edbi s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 nh\u1eb1m l\u00e0m cho ch\u00fang \u0111\u01b0\u1ee3c nh\u1eadn di\u1ec7n d\u1ec5 d\u00e0ng v\u00e0 kh\u00e1c bi\u1ec7t ho\u00e1 v\u1edbi c\u00e1c s\u1ea3n ph\u1ea9m c\u00f9ng lo\u1ea1i. Do \u0111\u00f3, vi\u1ec7c \u0111\u1ea7u ti\u00ean trong qu\u00e1 tr\u00ecnh t\u1ea1o d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u l\u00e0 l\u1ef1a ch\u1ecdn v\u00e0 thi\u1ebft k\u1ebf cho s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 m\u1ed9t t\u00ean g\u1ecdi, logo, bi\u1ec3u t\u01b0\u1ee3ng, m\u00e0u s\u1eafc, ki\u1ec3u d\u00e1ng thi\u1ebft k\u1ebf, bao b\u00ec v\u00e0 c\u00e1c y\u1ebfu t\u1ed1 ph\u00e2n bi\u1ec7t kh\u00e1c tr\u00ean c\u01a1 s\u1edf ph\u00e2n t\u00edch thu\u1ed9c t\u00ednh c\u1ee7a s\u1ea3n ph\u1ea9m, th\u1ecb hi\u1ebfu v\u00e0 h\u00e0nh vi ti\u00eau dung c\u1ee7a kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau v\u00e0 c\u00e1c y\u1ebfu t\u1ed1 kh\u00e1c nh\u01b0 ph\u00e1p lu\u1eadt, v\u0103n ho\u00e1, t\u00edn ng\u01b0\u1ee1ng\u2026Ch\u00fang ta c\u00f3 th\u1ec3 g\u1ecdi c\u00e1c th\u00e0nh ph\u1ea7n kh\u00e1c nhau \u0111\u00f3 c\u1ee7a m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u l\u00e0 c\u00e1c y\u1ebfu t\u1ed1 th\u01b0\u01a1ng hi\u1ec7u<\/em><\/strong>.<\/span><\/p>\n

\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 L\u00e0m r\u00f5 m\u1ed1i quan h\u1ec7 gi\u1eefa th\u01b0\u01a1ng hi\u1ec7u v\u00e0 s\u1ea3n ph\u1ea9m l\u00e0 \u0111i\u1ec1u r\u1ea5t quan tr\u1ecdng. Th\u01b0\u01a1ng hi\u1ec7u l\u00e0 m\u1ed9t s\u1ea3n ph\u1ea9m, nh\u01b0ng l\u00e0 m\u1ed9t s\u1ea3n ph\u1ea9m c\u00f3 b\u1ed5 sung th\u00eam c\u00e1c y\u1ebfu t\u1ed1 kh\u00e1c \u0111\u1ec3 ph\u00e2n bi\u1ec7t n\u00f3, theo m\u1ed9t c\u00e1ch n\u00e0o \u0111\u00f3, v\u1edbi c\u00e1c s\u1ea3n ph\u1ea9m kh\u00e1c \u0111\u01b0\u1ee3c thi\u1ebft k\u1ebf \u0111\u1ec3 tho\u1ea3 m\u00e3n c\u00f9ng m\u1ed9t nhu c\u1ea7u. Nh\u1eefng s\u1ef1 kh\u00e1c bi\u1ec7t n\u00e0y c\u00f3 th\u1ec3 d\u1ec5 th\u1ea5y v\u00e0 h\u1eefu h\u00ecnh \u2013 x\u00e9t v\u1ec1 m\u1eb7t t\u00ecnh tr\u1ea1ng ti\u00eau th\u1ee5 s\u1ea3n ph\u1ea9m c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u – ho\u1eb7c mang t\u00ednh h\u00ecnh t\u01b0\u1ee3ng, x\u00fac c\u1ea3m, v\u00e0 v\u00f4 h\u00ecnh \u2013 x\u00e9t v\u1ec1 m\u1eb7t bi\u1ec3u hi\u1ec7n c\u1ee7a nh\u00e3n hi\u1ec7u. M\u1ed9t ng\u01b0\u1eddi c\u00f3 uy t\u00edn l\u1edbn trong l\u0129nh v\u1ef1c marketing, Alvin Achenbaum, cho r\u1eb1ng: “C\u00e1i m\u00e0 ph\u00e2n bi\u1ec7t m\u1ed9t h\u00e0ng ho\u00e1 c\u00f3 th\u01b0\u01a1ng hi\u1ec7u v\u1edbi m\u1ed9t h\u00e0ng ho\u00e1 kh\u00e1c gi\u1ed1ng h\u1ec7t m\u00e0 kh\u00f4ng c\u00f3 th\u01b0\u01a1ng hi\u1ec7u ch\u00ednh l\u00e0 s\u1ef1 \u0111\u00e1nh gi\u00e1 v\u00e0 c\u1ea3m nh\u1eadn c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u1ec1 c\u00e1c thu\u1ed9c t\u00ednh c\u1ee7a s\u1ea3n ph\u1ea9m v\u00e0 bi\u1ec3u hi\u1ec7n c\u1ee7a c\u00e1c thu\u1ed9c t\u00ednh \u0111\u00f3 \u0111\u01b0\u1ee3c \u0111\u1ea1i di\u1ec7n b\u1edfi m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u v\u00e0 c\u00f4ng ty g\u1eafn v\u1edbi th\u01b0\u01a1ng hi\u1ec7u \u0111\u00f3″.<\/em><\/strong><\/span><\/p>\n

\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 M\u1ed9t s\u1ea3n ph\u1ea9m c\u00f3 th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3 l\u00e0 m\u1ed9t h\u00e0ng ho\u00e1 v\u1eadt ch\u1ea5t (v\u00ed d\u1ee5 nh\u01b0 c\u00e0 ph\u00ea Trung Nguy\u00ean, gi\u00e0y Adidas, hay xe h\u01a1i Ford), d\u1ecbch v\u1ee5 (ng\u00e2n h\u00e0ng Vietcombank, b\u1ea3o hi\u1ec3m nh\u00e2n th\u1ecd c\u1ee7a Prudential), c\u1eeda h\u00e0ng b\u00e1n l\u1ebb (si\u00eau th\u1ecb Coopmart, Wartmart), con ng\u01b0\u1eddi (v\u00ed d\u1ee5: Bill Clinton, Tom Hank hay Michael Jordan), \u0111\u1ecba danh (v\u00ed d\u1ee5: th\u00e0nh ph\u1ed1 Paris, Ph\u00fa Qu\u1ed1c, Th\u00e1i Nguy\u00ean), t\u1ed5 ch\u1ee9c (H\u1ed9i ch\u1eef th\u1eadp \u0111\u1ecf, Qu\u1ef9 khuy\u1ebfn h\u1ecdc) ho\u1eb7c \u00fd t\u01b0\u1edfng (g\u00e2y d\u1ef1ng qu\u1ef9 v\u00ec ng\u01b0\u1eddi ngh\u00e8o). Th\u1ef1c t\u1ebf l\u00e0 t\u00e0i s\u1ea3n \u0111\u00e1ng gi\u00e1 nh\u1ea5t c\u1ee7a nhi\u1ec1u c\u00f4ng ty c\u00f3 th\u1ec3 kh\u00f4ng ph\u1ea3i l\u00e0 t\u00e0i s\u1ea3n h\u1eefu h\u00ecnh<\/em><\/strong> nh\u01b0 nh\u00e0 x\u01b0\u1edfng, thi\u1ebft b\u1ecb, v\u00e0 b\u1ea5t \u0111\u1ed9ng s\u1ea3n m\u00e0 l\u00e0 t\u00e0i s\u1ea3n v\u00f4 h\u00ecnh<\/em><\/strong> nh\u01b0 k\u1ef9 n\u0103ng qu\u1ea3n l\u00fd, chuy\u00ean m\u00f4n v\u1ec1 t\u00e0i ch\u00ednh v\u00e0 \u0111i\u1ec1u h\u00e0nh, v\u00e0 quan tr\u1ecdng nh\u1ea5t, \u0111\u00f3 ch\u00ednh l\u00e0 th\u01b0\u01a1ng hi\u1ec7u. Nh\u01b0 v\u1eady, th\u01b0\u01a1ng hi\u1ec7u l\u00e0 m\u1ed9t t\u00e0i s\u1ea3n v\u00f4 h\u00ecnh c\u00f3 gi\u00e1 tr\u1ecb c\u1ea7n \u0111\u01b0\u1ee3c quan t\u00e2m v\u00e0 \u0111\u1ea7u t\u01b0 th\u00edch \u0111\u00e1ng. V\u1eady, m\u1ed9t c\u00e2u h\u1ecfi \u0111\u01b0\u1ee3c \u0111\u1eb7t ra l\u00e0 \u201cT\u1ea1i sao th\u01b0\u01a1ng hi\u1ec7u l\u1ea1i c\u00f3 gi\u00e1 tr\u1ecb l\u1edbn nh\u01b0 v\u1eady?\u201d<\/em><\/strong><\/span><\/p>\n

\u00a0 \u00a0 \u00a0 \u00a0Nh\u01b0 \u0111\u00e3 n\u00f3i \u1edf tr\u00ean, nh\u1eefng \u0111\u1ea7u t\u01b0 cho th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3 mang l\u1ea1i cho s\u1ea3n ph\u1ea9m nh\u1eefng \u0111\u1eb7c \u0111i\u1ec3m v\u00e0 thu\u1ed9c t\u00ednh ri\u00eang c\u00f3 nh\u1eb1m ph\u00e2n bi\u1ec7t n\u00f3 v\u1edbi nh\u1eefng s\u1ea3n ph\u1ea9m kh\u00e1c. Th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3 cam k\u1ebft m\u1ed9t ti\u00eau chu\u1ea9n hay \u0111\u1eb3ng c\u1ea5p ch\u1ea5t l\u01b0\u1ee3ng c\u1ee7a m\u1ed9t s\u1ea3n ph\u1ea9m v\u00e0 \u0111\u00e1p \u1ee9ng mong mu\u1ed1n c\u1ee7a kh\u00e1ch h\u00e0ng, gi\u00fap h\u1ecd t\u00ecm ki\u1ebfm, l\u1ef1a ch\u1ecdn s\u1ea3n ph\u1ea9m m\u1ed9t c\u00e1ch d\u1ec5 d\u00e0ng, thu\u1eadn ti\u1ec7n. L\u00f2ng trung th\u00e0nh v\u1edbi th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a kh\u00e1ch h\u00e0ng cho ph\u00e9p c\u00f4ng ty d\u1ef1 b\u00e1o v\u00e0 ki\u1ec3m so\u00e1t th\u1ecb tr\u01b0\u1eddng. H\u01a1n n\u1eefa, n\u00f3 t\u1ea1o n\u00ean m\u1ed9t r\u00e0o c\u1ea3n, g\u00e2y kh\u00f3 kh\u0103n cho c\u00e1c c\u00f4ng ty kh\u00e1c mu\u1ed1n x\u00e2m nh\u1eadp th\u1ecb tr\u01b0\u1eddng. M\u1eb7c d\u00f9 c\u00e1c quy tr\u00ecnh c\u00e1c quy tr\u00ecnh s\u1ea3n xu\u1ea5t v\u00e0 c\u00e1c thi\u1ebft k\u1ebf s\u1ea3n ph\u1ea9m c\u00f3 th\u1ec3 d\u1ec5 d\u00e0ng b\u1ecb sao ch\u00e9p l\u1ea1i, nh\u01b0ng nh\u1eefng \u1ea5n t\u01b0\u1ee3ng \u0103n s\u00e2u trong \u0111\u1ea7u ng\u01b0\u1eddi ti\u00eau d\u00f9ng qua nhi\u1ec1u n\u0103m v\u1ec1 s\u1ea3n ph\u1ea9m th\u00ec kh\u00f4ng th\u1ec3 d\u1ec5 d\u00e0ng sao ch\u00e9p l\u1ea1i nh\u01b0 v\u1eady. V\u1ec1 kh\u00eda c\u1ea1nh n\u00e0y, th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c coi nh\u01b0 m\u1ed9t c\u00e1ch th\u1ee9c h\u1eefu hi\u1ec7u \u0111\u1ec3 \u0111\u1ea3m b\u1ea3o l\u1ee3i th\u1ebf c\u1ea1nh tranh.<\/span><\/p>\n

\u0110\u1ec3 ki\u1ec3m ch\u1ee9ng kh\u1ea3 n\u0103ng c\u1ee7a c\u00e1c y\u1ebfu t\u1ed1 th\u01b0\u01a1ng hi\u1ec7u trong vi\u1ec7c g\u00f3p ph\u1ea7n t\u1ea1o d\u1ef1ng m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh, ch\u00fang ta c\u1ea7n tr\u1ea3 l\u1eddi c\u00e2u h\u1ecfi: Ng\u01b0\u1eddi ti\u00eau d\u00f9ng s\u1ebd ngh\u0129 g\u00ec v\u1ec1 s\u1ea3n ph\u1ea9m n\u1ebfu h\u1ecd ch\u1ec9 bi\u1ebft v\u1ec1 n\u00f3 qua t\u00ean th\u01b0\u01a1ng hi\u1ec7u, bi\u1ec3u t\u01b0\u1ee3ng, logo v\u00e0 c\u00e1c \u0111\u1eb7c \u0111i\u1ec3m kh\u00e1c? V\u1eady, ch\u00fang ta s\u1ebd xem x\u00e9t, c\u00e2n nh\u1eafc v\u00e0 l\u1ef1a ch\u1ecdn c\u00e1c y\u1ebfu t\u1ed1 th\u01b0\u01a1ng hi\u1ec7u n\u00e0o \u0111\u1ec3 t\u1ea1o d\u1ef1ng m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u c\u00f3 gi\u00e1 tr\u1ecb?<\/span><\/p>\n

    \n
  1. T\u00ean th\u01b0\u01a1ng hi\u1ec7u<\/strong><\/span><\/li>\n
  2. Logo v\u00e0 bi\u1ec3u t\u01b0\u1ee3ng \u0111\u1eb7c tr\u01b0ng<\/strong><\/span><\/li>\n
  3. T\u00ednh c\u00e1ch<\/strong><\/span><\/li>\n
  4. C\u00e2u kh\u1ea9u hi\u1ec7u<\/strong><\/span><\/li>\n
  5. Nh\u1ea1c hi\u1ec7u<\/strong><\/span><\/li>\n
  6. Bao b\u00ec s\u1ea3n ph\u1ea9m<\/strong><\/span><\/li>\n<\/ol>\n

    Qua cu\u1ed9c ti\u1ebfp x\u00fac v\u00e0 n\u00f3i chuy\u1ec7n v\u1edbi n\u1eef Gi\u00e1m \u0111\u1ed1c doanh nghi\u1ec7p XQ, ch\u00fang t\u00f4i \u0111\u00e3 hi\u1ec3u r\u00f5 vi\u1ec7c x\u00e2y d\u1ef1ng v\u00e0 ph\u00e1t tri\u1ec3n th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a doanh nghi\u1ec7p n\u00e0y c\u00f3 nh\u1eefng n\u00e9t n\u1ed5i b\u1eadt nh\u01b0 sau:<\/span><\/p>\n

    – Th\u01b0\u01a1ng hi\u1ec7u XQ \u0111\u01b0\u1ee3c x\u00e2y d\u1ef1ng v\u1edbi m\u1ee5c \u0111\u00edch n\u00f3i v\u1ec1 v\u0103n ho\u00e1 c\u1ee7a con ng\u01b0\u1eddi Vi\u1ec7t Nam n\u00f3i chung, c\u0169ng nh\u01b0 v\u0103n ho\u00e1 v\u00e0 l\u1ecbch s\u1eed c\u1ee7a ng\u00e0nh ngh\u1ec1 c\u0169ng nh\u01b0 l\u00f2ng hi\u1ebfu kh\u00e1ch c\u1ee7a x\u00ed nghi\u1ec7p tranh th\u00eau XQ n\u00f3i ri\u00eang. Khi ng\u01b0\u1eddi ta nh\u1eafc \u0111\u1ebfn XQ l\u00e0 ng\u01b0\u1eddi ta ngh\u0129 nay \u0111\u1ebfn tranh th\u00eau c\u1ee7a nh\u1eefng ng\u01b0\u1eddi ph\u1ee5 n\u1eef qu\u00fd ph\u00e1i. XQ \u0111\u00e3 t\u1ea1o d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u th\u00f4ng qua nh\u1eefng t\u00e1c ph\u1ea9m tranh th\u00eau, th\u00f4ng qua t\u00ednh c\u00e1ch con ng\u01b0\u1eddi Vi\u1ec7t Nam v\u00e0 t\u00e2m h\u1ed3n ng\u01b0\u1eddi ph\u1ee5 n\u1eef Vi\u1ec7t Nam. Ch\u00ednh v\u00ec v\u1eady, XQ r\u1ea5t ch\u00fa tr\u1ecdng \u0111\u1ebfn vi\u1ec7c d\u1ea1y cho nh\u00e2n vi\u00ean c\u1ee7a m\u00ecnh c\u00e1ch \u0103n n\u00f3i, \u0111i \u0111\u1ee9ng, ch\u00e0o h\u1ecfi,\u2026Th\u01b0\u01a1ng hi\u1ec7u XQ \u0111\u01b0\u1ee3c vi\u1ebft t\u1eaft t\u1eeb t\u00ean c\u1ee7a hai v\u1ee3 ch\u1ed3ng s\u00e1ng l\u1eadp ra x\u00ed nghi\u1ec7p. Logo c\u1ee7a c\u00f4ng ty l\u00e0 h\u00ecnh c\u00e2y kim s\u1ee3i ch\u1ec9 v\u00e0 hai c\u00e2y th\u00f4ng \u1edf b\u00ean c\u1ea1nh. C\u00e2y kim s\u1ee3i ch\u1ec9 mu\u1ed1n n\u00f3i l\u00ean v\u0169 \u0111i\u1ec7u kim ch\u1ec9 v\u00e0 c\u00e2y th\u00f4ng bi\u1ec3u tr\u01b0ng cho s\u1ef1 tr\u01b0\u1eddng t\u1ed3n. Nh\u00ecn chung, c\u00e1c ho\u1ea1t \u0111\u1ed9ng c\u1ee7a XQ r\u1ea5t phong ph\u00fa nh\u01b0 tham gia v\u00e0 t\u1ed5 ch\u1ee9c c\u00e1c cu\u1ed9c tri\u1ec5n l\u00e3m \u1edf n\u01b0\u1edbc ngo\u00e0i c\u0169ng nh\u01b0 trong n\u01b0\u1edbc, t\u1ed5 ch\u1ee9c h\u00e0ng n\u0103m c\u00e1c cu\u1ed9c tr\u00ecnh di\u1ec5n ngh\u1ec7 thu\u1eadt th\u00eau v\u1ec1 ng\u00e0nh ngh\u1ec1 v\u00e0 th\u00f4ng qua \u0111\u00f3 gi\u1edbi thi\u1ec7u b\u1ea3n s\u1eafc v\u0103n ho\u00e1 d\u00e2n t\u1ed9c v\u00e0 \u0111\u1eb7c bi\u1ec7t XQ c\u00f2n t\u1ed5 ch\u1ee9c c\u00e1c ch\u01b0\u01a1ng tr\u00ecnh gi\u1edbi thi\u1ec7u ho\u1ea1t \u0111\u1ed9ng v\u0103n ho\u00e1 nh\u01b0 ch\u01b0\u01a1ng tr\u00ecnh rao th\u01a1, b\u00e1n th\u01a1 n\u00f3i v\u1ec1 ng\u01b0\u1eddi ngh\u1ec7 nh\u00e2n. B\u00ean c\u1ea1nh \u0111\u00f3, XQ c\u0169ng c\u00f3 gi\u1edbi thi\u1ec7u v\u1ec1 m\u00ecnh th\u00f4ng qua c\u00e1c k\u00eanh nh\u01b0 truy\u1ec1n h\u00ecnh, truy\u1ec1n thanh v\u00e0 t\u1edd r\u01a1i.<\/span><\/p>\n

    – C\u00f3 th\u1ec3 n\u00f3i, th\u01b0\u01a1ng hi\u1ec7u XQ qua 10 n\u0103m h\u00ecnh th\u00e0nh v\u00e0 ph\u00e1t tri\u1ec3n \u0111\u00e3 c\u00f3 \u0111\u01b0\u1ee3c v\u1ecb tr\u00ed \u0111\u00e1ng k\u1ec3 \u1edf trong l\u00f2ng ng\u01b0\u1eddi ti\u00eau d\u00f9ng kh\u00f4ng ch\u1ec9 \u1edf Vi\u1ec7t Nam m\u00e0 c\u00f2n \u1edf n\u01b0\u1edbc ngo\u00e0i. Th\u01b0\u01a1ng hi\u1ec7u Thu\u1eadn Th\u00e0nh Mart ch\u1ec9 m\u1edbi \u0111\u01b0\u1ee3c th\u00e0nh l\u1eadp v\u00e0 \u0111ang trong qu\u00e1 tr\u00ecnh t\u1ea1o d\u1ef1ng v\u1ecb th\u1ebf c\u1ee7a m\u00ecnh n\u00ean c\u00f2n g\u1eb7p r\u1ea5t nhi\u1ec1u kh\u00f3 kh\u0103n. \u0110\u1ec3 duy tr\u00ec th\u01b0\u01a1ng hi\u1ec7u, XQ \u0111\u00e3 ph\u1ea3i gi\u1ea3i quy\u1ebft nh\u1eefng bi\u1ebfn s\u1ed1 sau: ng\u00f4n ng\u1eef ng\u00e0nh ngh\u1ec1, l\u1ecbch s\u1eed ng\u00e0nh ngh\u1ec1, l\u1ecbch s\u1eed nh\u00e2n ch\u1ee7ng h\u1ecdc v\u00e0 b\u00ed quy\u1ebft ng\u00e0nh ngh\u1ec1. Ngo\u00e0i ra, XQ c\u00f2n c\u00f3 c\u00e1c ho\u1ea1t \u0111\u1ed9ng ch\u0103m s\u00f3c kh\u00e1ch h\u00e0ng, b\u1ea3o d\u01b0\u1ee1ng s\u1ea3n ph\u1ea9m 6 th\u00e1ng m\u1ed9t l\u1ea7n v\u00ec theo quan ni\u1ec7m c\u1ee7a XQ l\u00e0 \u201cth\u1ef1c s\u1ef1 b\u00e1n h\u00e0ng sau khi b\u00e1n\u201d.<\/span><\/p>\n

    Qua nghi\u00ean c\u1ee9u, ch\u00fang t\u00f4i th\u1ea5y r\u1eb1ng ph\u1ea7n l\u1edbn c\u00e1c doanh nghi\u1ec7p \u0111\u1ec1u nh\u1eadn th\u1ee9c \u0111\u00fang vai tr\u00f2 c\u1ee7a vi\u1ec7c x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ed1i v\u1edbi qu\u00e1 tr\u00ecnh ph\u00e1t tri\u1ec3n c\u1ee7a doanh nghi\u1ec7p. H\u1ecd hi\u1ec3u r\u1ea5t r\u00f5 nh\u1eefng y\u1ebfu t\u1ed1 ch\u00ednh c\u1ea5u th\u00e0nh n\u00ean m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u, \u0111\u00f3 l\u00e0: t\u00ean th\u01b0\u01a1ng hi\u1ec7u, logo v\u00e0 bi\u1ec3u t\u01b0\u1ee3ng, t\u00ednh c\u00e1ch, c\u00e2u kh\u1ea9u hi\u1ec7u, nh\u1ea1c hi\u1ec7u v\u00e0 bao b\u00ec<\/em><\/strong>. M\u1ed7i m\u1ed9t y\u1ebfu t\u1ed1 n\u00e0y \u0111\u00f3ng vai tr\u00f2 nh\u1ea5t \u0111\u1ecbnh trong vi\u1ec7c t\u1ea1o d\u1ef1ng gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u. Tuy nhi\u00ean, m\u1ed7i y\u1ebfu t\u1ed1 n\u00e0y l\u1ea1i ch\u1ee9a \u0111\u1ef1ng nh\u1eefng \u0111i\u1ec3m m\u1ea1nh v\u00e0 h\u1ea1n ch\u1ebf kh\u00e1c nhau. V\u00ec v\u1eady, \u0111i\u1ec1u quan tr\u1ecdng c\u1ee7a ng\u01b0\u1eddi t\u1ea1o d\u1ef1ng v\u00e0 ph\u00e1t tri\u1ec3n th\u01b0\u01a1ng hi\u1ec7u l\u00e0 ph\u1ea3i l\u1ef1a ch\u1ecdn v\u00e0 k\u1ebft h\u1ee3p m\u1ed9t c\u00e1ch hi\u1ec7u qu\u1ea3 nh\u1ea5t nh\u1eefng y\u1ebfu t\u1ed1 n\u00e0y nh\u1eb1m t\u1ea1o n\u00ean m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u.M\u1ed9t t\u1eadp h\u1ee3p c\u00e1c y\u1ebfu t\u1ed1 \u0111\u01b0\u1ee3c k\u1ebft h\u1ee3p v\u1edbi nhau ch\u1eb7t ch\u1ebd s\u1ebd t\u1ea1o n\u00ean \u0111\u1eb7c t\u00ednh n\u1ed5i tr\u1ed9i cho th\u01b0\u01a1ng hi\u1ec7u. \u0110\u1eb7c t\u00ednh n\u00e0y l\u1ea1i t\u0103ng c\u01b0\u1eddng nh\u1eadn th\u1ee9c v\u00e0 h\u00ecnh \u1ea3nh c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u trong t\u00e2m tr\u00ed kh\u00e1ch h\u00e0ng v\u00e0 c\u00f4ng ch\u00fang.<\/span><\/p>\n

    Th.S Nguy\u1ec5n Th\u1ecb Ng\u1ecdc C\u1ea9m<\/strong><\/span><\/p>\n

    Tr\u01b0\u1edfng B\u1ed9 M\u00f4n L\u1eef H\u00e0nh – H\u01b0\u1edbng d\u1eabn du l\u1ecbch<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

    V\u1ea5n \u0111\u1ec1 th\u01b0\u01a1ng hi\u1ec7u \u0111\u00e3 v\u00e0 \u0111ang \u0111\u01b0\u1ee3c r\u1ea5t nhi\u1ec1u doanh nghi\u1ec7p \u0111\u1eb7c bi\u1ec7t quan t\u00e2m, nh\u1ea5t l\u00e0 trong \u0111i\u1ec1u ki\u1ec7n h\u1ed9i nh\u1eadp kinh t\u1ebf qu\u1ed1c t\u1ebf v\u00e0 khu v\u1ef1c \u0111ang ng\u00e0y c\u00e0ng lan r\u1ed9ng nh\u01b0 hi\u1ec7n nay. Th\u01b0\u01a1ng hi\u1ec7u kh\u00f4ng ch\u1ec9 \u0111\u01a1n thu\u1ea7n l\u00e0 d\u1ea5u hi\u1ec7u \u0111\u1ec3 ph\u00e2n bi\u1ec7t h\u00e0ng ho\u00e1, d\u1ecbch v\u1ee5 c\u1ee7a …<\/p>\n","protected":false},"author":7,"featured_media":2965,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[73],"tags":[],"_links":{"self":[{"href":"http:\/\/dexmanone.com\/wp-json\/wp\/v2\/posts\/2964"}],"collection":[{"href":"http:\/\/dexmanone.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/dexmanone.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/dexmanone.com\/wp-json\/wp\/v2\/users\/7"}],"replies":[{"embeddable":true,"href":"http:\/\/dexmanone.com\/wp-json\/wp\/v2\/comments?post=2964"}],"version-history":[{"count":3,"href":"http:\/\/dexmanone.com\/wp-json\/wp\/v2\/posts\/2964\/revisions"}],"predecessor-version":[{"id":2971,"href":"http:\/\/dexmanone.com\/wp-json\/wp\/v2\/posts\/2964\/revisions\/2971"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/dexmanone.com\/wp-json\/wp\/v2\/media\/2965"}],"wp:attachment":[{"href":"http:\/\/dexmanone.com\/wp-json\/wp\/v2\/media?parent=2964"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/dexmanone.com\/wp-json\/wp\/v2\/categories?post=2964"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/dexmanone.com\/wp-json\/wp\/v2\/tags?post=2964"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}