Hoàn thiện chiến lược phát triển thương hiệu cho công ty tnhh công nghệ thông tin blitz việt nam

BO GIAO DUC DAO TAO
TRUUNG DAI HQC THANG LONG
-o0o--

KAHOA LUAN TOT NGHIEP

DE TAI:

ROAN THIEN CHIEN LU'QC PHAT TRIEN
THIJ'ONG HIEU CHO CONG TY TNHH
CONG NGHE THONG TIN BLITZ VIET NAM

SINN VIEN THXYC HIEN: THAI ICFIANH
MA SINH VIEN
NGANH

: A19766
: QUAN TRJ MARKETING

la NO1 - 2015


cAM ON
De holm thinh this luin nay, du tier em mu& girl kri cam an sau sic nhit din
c8 giao, Thac sy Pham Long Chau di ton firth hail% din em tong su6t qua trinh thvc
hien va hoar' than!' kh6a luin tOt nghiep.
Em xin bay to 16i cam an situ sic den nheng thiy co giao di giang dcy em trong
nhing nim qua, nhOng kien thirc ma em nhin duqc tren giling duang Si hoc se 11
hanh tang elm em yang bulk tong tuong lai.
Em ding mu6n giri 16i clan an den clic co chi, anh chi dang ding the tai Cling ty
TNHH Cling ngh'e thong tin Blitz Viet Nam di gill') do em tong qua trinh thvc hien

de tai.
Mic de di ci nhtmg c6 ging de thvc hien di tai mgt rich hoan chinh nhit, song
do mei lam quen yen cling tic nghien cult khoa hoc cling nhu hart the ve kien thirc va
kinh nghiem nen khong trinh Ichei nhemg thieu sit ma ban thin chua thiy duqc. Bei
em rat mong co ductc sv gip 9 cilia cac thiy co giao. Di chinh la hanh tang qu9
gia gig p em hoar thien kien tic cilia minh sau nay.
Em xin chin thanh cam an!

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LOI CAM DOAN
Toi xin cam doan Khea lufm tofu nghiep ntly li do Ur ban than thgc hien c6 sg hO
trq tit giao ten huong din vit kh8ng sao chep the tong trinh nghien dm ctia ngtrai
khic. Cac da lieu thong tin dill cap sir dung trong Kheut Mn la có ngulin g6c vi duqc
trich din rO ring.
Toi xin chju hoax' Min trach nhiem ve 1?ri cam doan nay!
Sinh vien

(KY/ th ghi rd. hp va ten)

Thai Khanh


MIX LUC

Si MO DAu
CHICONG 1. CU SO Lir LUA4N CHUNG vi CHIEN LIXIC PRAT TRIEN
1
THVONG HIS

1
1.1 Ttng quan throng hitu
1
1.1.1 Cic kbii them vi throng hitu
1
1.1.2 Thinh phAn cfia throng hitu
2
1.13 Clic lopi throng hitu
3
1.1.4 Val trio cfia throng hitu
3
1.1.4.1 Vai trio cita diming hisu dii vdi doanh nghifp
6
1.1.4.2 Vai trio cia throng hi€u dii v64 khdch king
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1.1.5 Chic thing cfia throng hifu
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1.1.5.1 Cher Ming nhon Wit vi phin b*
8
1.1.5.2 Chit thing thong tin vi chi din
8
1.1.5.3 Chair Ming Ego sir aim nhOn vi tin cry
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1.1.5.4 Chit ning kinh Ic
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1.2 Ding quan chitin Itrwc phit trait throng bleu
1.2.1 Cic khfii nitm vi chiin Ittqc phit trail throng hitu
9
9
1.2.2 Quy trinh thwc hifn chitin luwc pluit triton throng hitu

9
1.2.2.1 Tim nhin vise mfnh Avow Neu
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1.2.2.2 Dinh vi tit:sung hi&
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1.2.2.3 Lira chpn mo hinh ducting ha
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1.2.2.4 milt ki It( thing nhen dien shining hiiu
15
1.2.2.5 Edo vg diming hifu
17
1.2.2.6 Chien Myr marketing-mix trong xdy dyng vi phis hilts shining hitu
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1.2.2.7 Quing bd shining hifu
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1.2.2.8 Khai thdc ducting hieu
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1.2.2.9 Quin tri rtii ro ducting hifu
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1.2.2.10 Buy tri vi ph& Min throng ha
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KET LU4N CHUONG 1
CHU'ONG 2. THUC TRANG PRAT TRIEN THUZING HItU CiJA CONG TY
.25
TNHH CONG NGH$ THONG TIN BLITZ VIET NAM
2.1 T6ng quan vi Cling ty TNHII Cling nghf thong tin Blitz Vitt Nam ........ - --25
25
2.1.1 Qua trinh hinh thinh vi phut bean..
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2.1.2 Co clu tã chic

2.1.2.1 Gitlin 41k

Thang Long University Library

26


2.1.2.2 Phbng Tai chink — 8e loan

26
26
27
27
27

2.1.2.3 Phbng Minh chink ruin try.
2.1.2.4 Phbng To chic nhin sr
2.1.2.5 Phbng Binh doanh
2.13 Linh vvc klnh doanh cia tang ty
2.2 Ket qui hogt dung sin xuAt kinh doanh cia cling ty trong giai dogn 2011 —
28
2013
29
2.3 Mai trwimg kinh doanh
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2.3.1 Mai truing ben trong cia doanh nghiep
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2.3.1.1 Con nye&
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2.3.1.2 Till chdth
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2.3.2 Mai trufing ben ngoii cia doanh nghiep
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2.3.2.1 Mod truimg vi mo
2.3.2.2 Mdi truong vi mo
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2.4 Thyc trgng chien luvc phit tries thwung hieu cia Cling ty TNHH Cling nghe
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thong tin Blitz Viet Nam
24.1 Tem nhin vi se. menh cia Cling ty TNHH Cling nghe thong tin Blitz Viet
34
Nam
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2.4.1.1 Tim nhin.
2.4.1.2 Sti mfnh
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2.4.2 He thing nh#n dien throng hieu
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2.4.2.1 Tin Muting hteu
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2.4.2.2 Ban ening — Bleu Wow
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2.4.2.3 Cdu khiu hifu ;oh nhgc hifu
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2.4.3 Bio vg thwang hieu
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2.4.4 Dinh vi thwang hieu
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2.4.5 Chien luvc marketing mix trong ding tic phit triers throng hieu cia cong ty

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2.4.5.1 Chan luvc son phim
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2.4.5.2 Chitin htvc gid
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2.4.5.3 Chan luvc phtin phk.
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2.4.5.4 Chiin haw gating bd..
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2.4.6 Khai thic throng hieu
2.5 Dinh gli chung ye thyc trgng phit triers thuung hieu cia cling ty
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2.5.1 Nhling think cling dgt dirge
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2.5.2 Nherng hgn chi, ton tgi
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KET LU3N CHVONG 2


CHliONG 3. CAC GUI PHAP HOAN THIPI CHLEN LUQC PHAT TRIEN
THITONG MU CHO CONG TY TNHH CONG NGHt THONG TIN BLITZ
49
VI€T NAM
3.1 Plurang huirng yi myc tieu phit triin thuong hien ciia Cling ty TNIIH BLITZ
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Viet Nam
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3.2 Phan tick SWOT

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3.2.1 Diim mph
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3.2.2 Thin) yin
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3.23 Cu h(ii
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3.2.4 Thfich that
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3.3 MQt ski giai pluip pith hien thuong Men cang ty tai Viet Nam
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3.3.1 Tim hien Icy dai thin cgnh tranh
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33.2 Nang cao mot 88 nhan Bien tharong him
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33.3 Duy tri, tang cuirng yi di mai cac hogs dung gluing hi thuong Men
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3.3.3.1 Qudng cao
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3.3.3.2 Quan ht cong cluing
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33.4 Tang cuing dAu tir bio ye thwong hieu
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33.5 Nang cao chit hrgng dich vy
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33.6 ThInh lap csic pilling ban chuyen man has vi marketing
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KET LUAN CIlliONG 3

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DANH MVC VIET TAT
Ky hien vat tit

Tin day di

CNTT

CEng nghe th8ng tin

PR

Quan he Ong chi mg
(Public Relations)

TNHH

Trach nhiem hem h?n

VND

Viet Nam Eking

USD

Do la my


DANH MIJC CAC BANG BIEU, HINH VE, DO Tiff, CONG

mirc

Bing 2.1 Kit qui hold ding sin auk kink doanh giai dopn 2011 - 2013 cia
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ang ty TNHH Ong nglif thong tin Blitz Vift Nam
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Bing 2.3 Bio gii dich vg ning cip SWIFT
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Bing 3.1 Dry kiln cic chtrong trinh going cio
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Bing 3.2 Dy kiln tic throng trinh (plan hf tong thing
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Hinh 2.1 Ban truing Ong ty TNHH ang nghf thong tin Blitz Viet Nam
Su dO 2.1 Ca au to chic cia ang ty TNHH ang nghe thong tin Blitz Viet Nam
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LUl NO MU
Trong nhftng nim gin day, do nhin thirc cos ngutri tieu dung va doanh nghiep ve
thuong hieu duct nang cao nen thuong hieu tar thanh yin de cap bach cin thyc hien
trong cat doanh nghiep va dtrqc ca xi hui quan tam.
Ngay nay, thuong hi'eu khong chi con hi ten gqi ctia doanh nghiep, la cat diu
hien nhin blot hang Ma, le cam nhin coa ngu&i lieu dung ma con la lqi the earth trash
sic ben tren thi twang. Nhieu doanh nghiep di nhon auk duqc tam quan twig cue
thuong hieu nhung van chua c6 chien luqc de phat trien pith hqp nen hieu qua cos viec
xay dung va phat then thuong hieu chua cao. Xuit phat tir dieu nay, em di chop Cling
ty TNHI-1 Cong nghe thong tin Blitz Vi'et Nam lam nen tang nghien ciru. Em nhon thiy

ding ty di co meg s6 hoyt dung de phat trien vi quang ba thuong hieu nhit dinh. Tuy
nhien, cat hoot dOng, chien luqc phat trien thuong hieu coo tong ty vin con mOt s6
diem han the. Bei vey em di thyt hien de tai "Holm thien chien luqc phat trien thuong
hieu cho C6ng ty TNHH Cong ngh'e thong tin Blitz Viet Nam". Luin van gem ba
chuong:
Chung 1: Ca s81f luen chung chiin hrut phit trien thmmg hieu
Chuang 2: Thjrc trong phit trail throng hien cos tong ty TNHH Cong
nghe thong tin Blitz Viet Nam
Chuang 3: Clic giii phip hoin thifn chiin Irgc phit trien throng hien cis
Cong ty TNHH Cong nght thong tin Blitz Viet Nam


CHI CING 1. CO So Li? LU4N CHUNG VE CHIEN LUI;1C PHAT MIEN
THUVNG
1.1 Ting quan thwang hitt'
1.1.1 Cic khii niem vi thirung hien
Tir "thin:mg hieu" (Brand) c6 nguen etc to chit Branch, theo tieng Iceland co
nghia clang diu, xuit phit tir thbi xa xua, khi nhOng chit trai chin nuoi mute phin
biet din ciru cua minh yea nhitng din ciru khic, hp di dimg met con diu bing sit nung
de deng len lung tang con met, thong qua Q6 khing djnh gii tri hang hoa vi quyen se
hitu dm mirth. Nhu the, thuong hieu xuit hien tfr nhu ciu to sv khic biet cho sin
phim cua nhi sin xuit.
Hien nay, thuot ngit "finical hieu" dang dtrqc sir Mpg rat reng rii 6 Viet Nam.
Tuy nhien, yin dang tan tai nhieu cich giii thfch khic nhau xoay quanh thuilt no/ niy.
C6 nhieu cich di djnh nghia thuung hieu:
Thuong hieu, theo TO chirc so Mtn trf tue the gi6i WIPO, la mat defu hieu dac
biet de nhan biit mat san pham, mat hang Ma hay mat djch vy new do dupt san xue irt,
chtqc cung ccip bbi mat to chtic hock mat ca nhan.

Hiep hei Marketing Hoa Ky (AMA) (Anil nghia:

"Thuong hieu
tap hop cac yiu

la mat cal ten, tit ngIt, kY hieu, bilu titcmg, hinh that

to Din nhc3m xcic djnh va plan biet hang hem, djch

hock

vy caa mat nguai

hock mat nhom ngueri ban veri hang hoa va djch vie ctia ccic dot thti cgnh tranh".

Theo quan diem mei nay nay efts Kevin Lane Keller, thus:mg hieu li "mat tap
hpp nheng lien Mang trong tam tri ngueri tieu ding, lam tang gici tri nhan that ctia
mat san phtim hock djch vv"

Tom loi, du sir ding nhOng cich thirc vi ciu chit khic nhau de the hien nhung
hiu het cic nhi nghien city cling nhu cic nhi kinh doanh ngity nay deu c6 chung met
then nhat ring thuang hieu kheng chi li sin phim, mi n6 c6 nhftng yeu t3 elm phin
biet sin phim d6 v6i nhitng sin phim khic dtrqc thiet ke de dip img cling met nhu
eau.
1.1.2 Thinh phin cilia thin/mg hien
Thuong hieu bao gem hai thenh phin nhu sau:
Phdn dpc dupt

Bao gem thong yeu to c6 the dqc &um, tic deng vio Minh giic cic ngtrei nghe
nhu ten gqi ding ty, doanh nghiep (vf do this: Gateway, Pgrand, 3M...), ten sin phim
(555, Coca-Cola...), ciu Ichiu hieu (slogan) (tic trung (Rd yeu Viet Nam), dotm nhoc,
vi cic yeu to phit am khic.

1

Thang Long University Library


PhAn khong doc dtax
Bao gam then yeu t6 khong doe dutrc ma chi c6 the cam nhon duce bang thi
giic nhu hinh ve, bieu tuqng (hinh bong sen cua Vietnam Airlines), net che, mau sec
(miu xanh cila Nokia, de ciut Coca-Cola), kich cb hay kieu ding thiet ke, bao bi vi cac
yeu t6 nhOn biet bing met khic.
1.1.3 Cic loii throng hita
The tiep con dm quirt trj thuong hieu vi marketing, thuang hieu c6 the chia
thinh brin nh6m: thuong hieu ci biet, throng hieu gia dinh, thuang hieu top the
(throng hieu nh6m) vi thuung hieu qu6c gia.
Throng hieu cb bift

Thuang hieu ci biet (con duqc gpi IA thuong hieu a the hoOc thucmg hieu rieng)
la thuang hieu ctia tang cluing loci hoec tang ten hang hem vi djch vo co the. Val
throng hieu ca biet, mai lotti hang Ma, djch vo se mang mOt thuung hieu, nhu voy mOt
doanh nghiep sin xuit vi kinh doanh nhieu hang hem khic nhau ce the c6 nhieu
thucmg hieu khac nhau. Vi dµ nhu Ong Thp, Dielac, VFresh... IA nhemg throng hieu ci
biet ciut Cong ty sera Viet Nam Vinamilk.
Dec diem ciut loai thucmg hieu nay la thtrimg mang nheng thong diep ye nhting
Wing Ma co the (nhu firth niing n6i trOi, tinh uu viet, nheng den ich dich thvc...) vi
duce the hien tren bao bi hoec chinh 1£1 s r ca biet ctia bao hi hang hoa. Lodi thuang
hieu nay cling ce ci tinh rieng biet, luen to cho ngu?ri lieu dung mOt co hOi Iva chon
cao ngay ca trong truong hop d6 IA nhang thuong hieu thutic sa her alga cling mOt
cong ty.
Throng hifu gia dinh

Thuang hieu gia dinh la thucmg hieu chung cho tit ci cic hang Ma, djch vo cita
mOt doanh nghiep. Mpi hing Ma thuOc cic chung loci khic nhau caa doanh nghiep
deu mang thucmg hieu nhu nhau. Vi dµ nhu Vinamilk (gin cho tit ca cic sin phim
cilia Vinamilk, to sita tuoi, sera chug, ph8 mai...)
Dec diem curt thuong hieu gia dinh IA Unit khiti quit rat cao vi phiti co tinh dai
dien cho tit ca cic chimg loci hang h6a cart doanh nghiep. Mgt khi tinh dal dien vi
khai quit bi vi pham hay mat di, ngteri to se phiti nghi ngay den viec tao ra thong
thuang hieu ca biet cho timg chAng Iota hang h6a, djch vo co the de chin khong Anti
htrang den thucmg hieu gia dinh. Vi nhu Kinh D8 IA thucmg hieu gia dinh vi de tao ra
cho khich Wing mOt top hinh Anti ve nhitng sin phim birth kg°, ntumg khi doanh
nghiep nay ce y d$ kinh doanh riffling sin phim thuOc nhem king khic nhu ca phe, mi
An lien... thi viec sou dtmg thuong hieu gia dinh c6 the se trey nen bit lqi cho viec nhon
2


dien thuong hieu. Thucmg hieu gia dint c6 the xuat hien doe lop tren hang Ma hoac ce
the di ken' Gang thuong hien ca biet hay thuong hieu quit gia.
Thuong hieu tdp the

Thuong hieu top the (con dtrqc gqi la thuong hieu nh6m), la thuong hieu ciut mot
them hay mOt so chimg lo#i hang has nao de, c6 the do mOt don vi san )(at ho6c do
cac don vi khac nhau cling sat xuit va kinh doanh, vi du nhu g6m Bat Trang, nuor
main► Phu Quoc...
Thuong hieu tap the cling c6 the la thuong hieu chung cho hang hea coa the
doanh nghiep khac nhau trong con mOt lien ket nao d6 (hiep hOi nganh hang, khu vuc
dja ly, tap Joan kinh te...). Vol mOt cling ty cling 0 the hinh thanh thuong hieu nhem,
nhu trtrOng hqp cita Tap &In Unilever c6 rat nhieu cac thuong hieu khac nhau nhu
Dove, Omo,...
Thuong hiesu quoc gia

Thuong hieu vac gia lit tap hqp the lien ttemg va nhan thirc cita tong dang lie
hinh anh va ban sac ctia mot qutic gia, trong d6 hinh anh qua& gia glint cac yeu t6 nhu:
ten pi, khiu hieu, ljch sir quec gia, tic vj tri dja 15f &lc thu, con nguiri, moi trueng
song va lam viec, du ljch, thanh ttru lie kinh to - van hea - xi hOi, nhen thirc cita tong
ding, hinh imh lie sq van dOng caa qu6c gia din de ben sic tuong lai... Ban sic qu6c
gia thuong the hien hinh anh mong tree trong tucmg lai cua qutic gia gin ten quOc gia
d6 \Teri cac gia try' nhu: than thien, da clang, yin mirth, truyen thong, sang tao, chit
luqng, hal Thuong hieu quit gia ciut Viet Nam la Vietnam Value hay cilia Thai
Lan la Thailand's Brand...
DO diem cilia thuong hieu quit gia la thuong 0 tinh khai quat va trim tucmg rat
cao va king bao gib dimg dOc lap, luon phai gin lien vai the thuong hieu ca biet hay
thuong hieu thorn, thuong hieu gia dinh.
1.1.4 Vai tro cult thuong hi4a
1.1.4.1 Vai trb ctia thuong hi!u

a Width:nit nghifp

Thuong hieu gift mot vai fro quart trong doi vei doanh nghiep trong viec tao citing
vi bito ye birth firth, gia tit omen so hftu trong qua trinh phat trier cfia doanh nghiep.
Thuong hieu mo dyng hinh anh doanh nghiep va san phcim trong Mm tri ngurn
tieu dung

Ngtrbi tieu dung se ltra chip hang Ma thong qua su cim than ciut mirth, khi mot
thuong hieu lan diu xuit hien tren thj trubng, ne holm town chtra co duqc mot birth firth
nao trong tam tri nguei tieu dimg. Nhitng thuOc tinh cita hang hea nhu ket tali, hinh
clang, kith think, mitu sic,... hottc cac djch lip sau ban hang se la tier de de ngtrobi tieu
3

Thang Long University Library

ding Iva chcm chimg. Qua thbi gian, bing kinh nghiam trong sir dung WI 'thing th8ng
dip ma thucmg hieu truyen tai den ngubi tieu dimg, vi tri vi hinh anh dm hang Ma
duqc djnh vi din din trong tam tri khach hang.
Th8ng qua djnh vj thuong hieu, tuna tap khach hang duqc !filth thimh, cac gia tri
ca nhan ngubi tieu ding din dtrqc khing djnh. Khi di, gia tri cua thuang hieu dtrqc
djnh 1111111 vi ghi nh#n thong qua cac bieu hien nhu ten pi, bieu trung va khiu hieu cia
cb duqc sv ghi nlartn d6 chinh la chit lucmg king hem
thuong hieu. Nhung tren het,
djch vu va nheng gia tri duqc gia tang ma ngubi tieu ding va khach hang cua doanh
nghiep co duqc tir hoot gong cia doanh nghiep (phuang thirc ban hang, m6i quan he
chart mvc trong giao tiep kinh doanh, cic djch vu sau ban, quan he ding ching, cac
gia tri truyen thong cia doanh nghiep...)

a

Thurmg hieu nhu mat led cam kit giaa doanh nghiep va khdch king
Su dm nhon cua ngubi fieu ding d6i vOi sin phim cia doanh nghiep dva vao rat
!lieu yeu t6 nhu cac thu6c tinh dm hang hia, dich vu di kern, uy tin va hinh anti cia
doanh nghiep trong din tri ngubi tieu ding. Mat khi ngubi tieu ding di Iva chip son
phim mang mat thuang hieu nao d6 tic la hq di chip nhan va girl gim long tin vao
thuang hieu db.
Cac thong diep ma thuang hieu dua ra trong the chuong trinh truyin thong Won
to mat sv kich thich, I8i cutan khach hang. NO chia dung mat n'Oi dung nhu nhUng
cam ket ngim djnh nao di cua doanh nghiep ye chit lucmg hang hem ho#c nhemg lqi
ich tiem An ti viac sir dung hang Ma. Tuy nhien, nheng cam ket nay hoan toan 'thong
hi rang buac ve mat phap 19, nb chi ductc ring buac bing uy tin cia doanh nghiep va
sv trung thinh cia khach hang. Khach hang o5 thi ngay tic quay lung loi vai
doanh nghiep va toy chay hang Ma cia doanh nghiep neu sv cam ket ngAm djnh bj vi
phom. Ben canh de, yeti m6i son phim con cb nhing cam ket mang tinh phap 19, buac

sin phim phai dip ing. DO la cam ket ve thanh phin, di) ben, ket cAu... vi !thong cam
ket chit ltrung khic.
Thurmg hieu nhdm phan doon thj truemg

Trong kinh doanh, the cong ty lueon dua ra mat to hqp the thuac tinh ly Meng ve
cac the monh, lqi ich dich dive va dac ttung not trOi dm hang Ma, djch vu sao cho phi
hqp 'yea nhu ciu vi thj hiku tang nhim khach hang col the. Thucmg hieu vbn chic fling
/than biet va phin biet se 1;4 doanh nghiep phan doon thj tru?mg. Bing cach Mo ra
nhitng thuang hieu ci biet, doanh nghiep di thu hit duqc sv chi 9 dm khach hang
hien hitu cling nhu tiem nitng cho tang citing loci hang Ma. Vai timg citing loci hang
Ma cu the mang Wiling thuang hieu cu the se Luang ing veri tong tap khach hang nhit
dinh.
4


Thuong hieu kheing trqc dip phan dogn thj truong ma chinh qua trinh phial dogn
thj truth% da doi hei an ce thuong hieu thick hip cho tang phan dogn de djnh With
mOt gia trf ca nhan nio d6 curt ngubi tieu dung. VI the thuong hieu thyme sir quan trong,
gop phan djnh Ifinh it net han cho mai phan dogn thi trvong.
Thuong Neu tgo nen str khdc biet trong crud trinh phdt triin san phdm

XuAt ph& tir nhftng djnh vj khac nhau cho thing chimg logi hang hi% yeti nhftng
thuong hien khac nhau, qua trinh phat then ciut san phtun cling dirge khic sau han
trong tam tri ngubi lieu dung. Cling Arai sir phat trier cua san pham, ca tinh thuong
hieu ngay tang doge djnh Ifinh vi the hien r8 net, thong qua de cac chitin lucre sin
pham se phiti phi) hip va hiti hem hon cho tong chfing tool hang h6a. MOt san pham
!chic biet vii nhftng sin pliant khac beri cac tinh nang, ding dung cling nhu djch vu
kern theo ma theo d6 to ra stir gia tang ctia gia tri stir dung. Thuong hieu c6 &Au hieu
hip
ben ngoai de nh6n citing sub Ichfic biet de. Mei chung logi hang h6a hoc Pin

hang h6a duct djnh vj cu the se ce nhftng khac biet co bin ve cling dung ho(ic tinh
nang chit yeu va chang thuong mang nhOng thuong hieu nhat djnh phu thuOc vim
chitin huge ciut doanh nghiep. VI the chinh thuong hieu da tgo ra khac biet de nhon
thay trong qua WM phat thin curt mOt t$p hocmOt deng sin pham.
Thuong hieu mang Igi nhismg 10 ich cho doanh nghiep

MOt thuong hieu khi de ducat chap nhon se mang Igi cho doanh nghiep nhftng lqi
thj trubng mOt each ding han,
ich dich thqc, de nh$n thay. D6 la khit nang Pep
sau rOng hon, ngay ca khi d6 la mOt Chung loaf hang h6a m6i.

a

MOt hang h6a mang thuong hieu ntoi Peng e6 the bin dirge vii gia cao hon so vii
cac hang hem tuong to nhung mang thuong hieu xa la. Dieu d6 c6 duce la nho long tin
cua khach hang vii thuong hieu. Thuong hieu uy tin yeti chat luqng cao khong the c6
gia thAp, do de lqi ich doanh nghiep fro nen cao han khi kinh doanh sin pham cart
thuong hieu uy tin.
MOt thuong hieu mph se gifip bin duce nhieu hang han. Khi thuong hieu dirge
ngubi fieu dung chap nhen va tut chuOng se tgo dung ducat long trung thanh cua Ichfich
hang, lie d6 ngubi lieu dung se kh8ng xdt net km chip hang hem ma hq 'dm c6 xu
hiring Itra chqn hang h6a tin ttemg. Day chinh la vai tre rat tich eve coa thuong hieu
xet theo goc dO thuong mai va lqi nhufm.
Thuong hieu gitip thu hilt cdc nha ddu to

Thuong hieu n6i tieng kheing chi tgo ra nhftng lqi the nhat djnh cho doanh nghiep
trong qua trinh ban hang va cung cap djch At ma can tgo dieu kien va nhu mOt sir dim
bao thu hitt dau to va gia tang cac quan he bgn hang. Khi da c6 duqc thuong hieu noSi
cac nha du to cling Idtang can e ngai khi dau to vio doanh nghiep, co phieu ala
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doanh nghiep se dugc cac nha diu to quan tam hat; bun hang cita doanh nghiep cling
se sin sang hgp tic kinh doanh, cung dip nguyen lieu va hang Ma cho doanh nghiep.,
nhu vay se to ra met mai truing thuen lgi cho doanh nghiep trong kinh doanh, gep
phin giam gia thanh sin phim va ruing cao sirc canh tranh ccut hang h6a.
Thuang hieu M tai san vo* hinh va rat có gia aria doanh nghiep
IChi thuang hieu tre nen c6 gia tit ngubi to se sin sang thgc hien vier chuyen
nhugng holtc chuyen giao quyen sir dung thuong hieu de. 'Chi thuang hieu d3 ceo chi
dung trong bang khach hang, gia tri curt n6 phai bao grim ci uy tin va str yeu thich ma
Ichach hang danh cho n6 cling nhu dO pit trong thin thfrc tren thj Inking va ke ca
nguton than lgc tet !that dang lam viec tai doanh nghiep.
1.1.4.2 Vai trb cot; awn hies dai vat Mulch hang
Truett day, chimg to thublig sir dung thuang hieu kern theo ten Ong ty va sin
phim lam ding cu M trq chling tre nen hip din han dog vei ngubi tieu dung. Ngity
nay, met thuang hieu con c6 kha nang phan biet, dim bao ve chit lugng, ca se ctia
niem tin, to ra gia tri cam xfic, twig thanh trong ngubi tieu dung va dinh huOng trong
tieu dimg.
Thuang hieu ghip nguai tiers dung phan bier hang hoa
Thuong hieu giup ngubi tieu dOng phan biet nhanh cheng hang Ma can mua
trong muon van cfic hang Ma cling loci khac, gep plan xac djnh dugc nguen gee xuAt
xir dm hang hea. Mai hang hea do met nha cung cap khac nhau se mang met ten ggi
hay cfic din hieu khac nhau, vi the thong qua thuang hieu, ngubi tieu dimg ce the then
clang clang hang h6a hoac djch vu cua tfrng nha cung cap. C6 met thgc to la ngubi
tieu dimg luen quan tam den cong dung Mac lgi ich dich thgc ma hang h6a, djch vu
mang lui cho hq. Nhung khi can phai lya chpn hang h6a, djch vu thi hAu het hg lai luon
de y den thuang hieu, xem xtt hang Ma, djch vu cita nha cung cap nao, uy tin hoac
thong diep ma hq mang den la gi, nhitng ngubi fieu clung khac c6 quan tat' n va de sr den

hang hea mang thuang hieu de khemg. Nhu v$y, thgc chit thuang hieu nhu met lbi
giei thieu, met thong diep va diu hieu quan frog de ngubi tieu clang can al vao de
dua ra phan quyet cuei cling ye berth vi mua sAm.

a

Musing hieu g6p ph4n tgo ra gib tri cá nhon cho nguiri tieu dung
Thuang hieu geop phalli too ra met gia trj ca nhan cho ngubi tieu dimg, met cam
giac sang trgng va dugc ton vinh. MOt thuong hieu nog geng se mang den cho Ichich
hang met gia tri ca than ntio de trong cOng clang, ne lam cho ngubi tieu dimg c6 cam
giac sang trcong ham, not bat hot, ding cap han vi dugc ton vinh khi tieu dung hang
hea mang thuang hieu d6. Dieu de chi c6 the c6 dugc met kW thuang hieu da dugc
djnh vi r8 rang va da dugc ding chimg biet den, tin ttemg. CO the thin they ring,
6


chinh doanh nghiO vei chien lucre djnh vi cos minh da too ra mat hinh tuvng ye hang
hes trong tam tri khach hang nhung chinh khach hang loi lit nhang nguoi dua hinh
tutyng de trO nen c6 y ngifia hcm, khac biet hon.
Throng hieu gitip ngued Wu clang yen tam hcm ve chdt luvng, gicim thiiu

nii ro

trong tieu ding

Khi nguti tieu dung Iva chip mot throng hieu tic la hp da girl gam niem tin vao
throng hieu do. HQ holm town yen tam ve chit luqng hang Ma, nhang djch vv di kern
vi thai dO (mg xir ciut nhit cung cap voi cic sv c6 xity ra vai hang Ma, djch vv.
Nguti tieu dung khi can din do ve the dO bao hanh &Si win hang hem mang mot
thuong hieu nao d6, hp se khong dua ra guy& djnh mua sum hang h6a d6. CO rat nhieu

hang h6a Iva chin ma chit luqng curt cluing ye co ban kh8ng thua kern hoac thorn chi
hoan town ngang bing nhau yeti hang hes tircmg ttr mang thuong hieu Ichac. Nhung sv
gia tang nhang gia trj ma hang h6a mang loi (che dO bao hanh, djch Ai di kern, sv an
can va chant chat khich hang) va nhang thong tin ve thuong hieu se lutln too cho
khkh hang mot tam 19 tin ttkmg, dim dit hp di den quyet djnh tieu dung hang hes.
Lva chin mot thuong hieu, ngirM tieu citing luen by vong giam thieu duqc da
nhang riti ro c6 the gap phai trong tieu dung. Tit ca nhang rao can d6 c6 the loci be
khi thuong hieu da duqc djnh With trong tam tri khich hang.
1.1.5 Chin Bang ala thmmg hieu
1.1.5.1 Char ming nhOn biit vd ph& bit

Day la chirc Wing rat 4c trong vi quan tong ala throng hi'eu. Co the n6i, chirc
tiling gac curt throng hieu la Oki biet va nhOn biet. Kha nang nh#n biet duqc ctia
thuong hieu la yku quan tong khong chi cho ngrubi lieu dung ma can cho ca doanh
nghiep trong quan trj va dieu Wirth hoot dung curt doanh nghiep. Thong qua thuong
clang phan biet va nhon biet hang hea
hieu, nguM tieu dung va nha sin xuit co the
dua doanh nghiep nay v6i cic doanh nghiep khic. Top hqp cac dau hieu curt thuong
hieu (ten hieu, bieu trung, bieu ttrqng, khan hieu hoac kieu clang dac biet ala hang h6a
va bao bi...) chinh la can dti de nhon biet va phan biet. Thucmg hieu ding deng vai tr6
rat tich cvc trong phan clop thj twang cum doanh nghiep. Mei hang h6a mang thuong
hieu !chic nhau se dua ra nhang thong dip khic nhau dva tren nhang diu hieu nhit
djnh nhim dip img nhitng ky vpng vi thu but sv chi 9 dm nhemg tap khic hang khic
nhau.

a

Khi hang Ma cang phong phO, da dung thi chirc Wing phan biet cang tar nen quan
trpng. MQn dau hieu gay khe khan khi phan biet se lam giarn uy tin va can ter sv phit
trien curt mot thuong hieu. MOt thuong hieu dirge duet lop nhang thieu ving chirc

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!tang phan biet vi nhan biet se khong duqc ding nhon dual gee dO phap ly va co the
din den sir that bai trong chien luqc cita doanh nghiep.
1.1.5.2 Cher ning thong tin vd chi din
Chirc nang thong tin va chi din cua thuang hieu the hien 6 chi, th8ng qua !thing
hinh anti, non net hoac cac dau hieu khac cling nhu khiu hien coa thuong hien,
ngteri tieu dung c6 the nhan biet duqc phin nao ye gia trj sir dung ctia hang h6a,
nhirmg ding ding dich thvc ma hang has de mang lei cho ngubi tieu eking trong hien
tpi va tuong lai. Nhfng thong tin ye nai san mat, ding cap cilia hang hem cling nhu
dieu kien tieu cling ce the phan nao duqc the hien thong qua thuong hieu.
NOi dung cita thong diep ma thuang hieu truyen tai lute rat phong phu va the
hien chirc Hang thong tin, chi din dui thuong hieu. Wit thong diep cling c6 the duqc
hieu vi cam Stan khfic nhau ear nhing khu vuc khac nhau v6i nhing deli ttrqng tieu
dung khac nhau. IChong phai tat ca mqi thuang hien dang ten t4i tren thj throng deu c6
chirc fling My. Tuy nhien, khi thuang hieu the hien rei duqc chirc Hang thong tin vi
chi din se la nhang co hOi thu$n lqi de ngubi tieu clang tim hieu va di den chip nhon
thuang hieu.
1.1.5.3 Cher nong t(to cdm nit& vd tin city
Thuang hieu con ce chirc fling tao sir cam nhen. DO lit cam nhan cfia ngubi tieu
dimg ve sum sang Mpg, sir Ichtic biet, mOt cam nhon yen tam, thohi mai va tin ttr?mg khi
tieu dung hang h6a, dich vir d6 vi sir tin Wang khi hp chip tieu dung hang hea do.
Nei den sit cam nhan la ngubi to nal den mOt An ttrqng nao de ve hang h6a, dich
vii trong tam tri nguiri tieu dimg. Su cam nh$n colt Ichach hang khong phai tu nhien ma
c6, ne duqc hinh thanh do tong hqp cac yen tto cita thuang hieu nhu mau sic, ten gqi,
bieu ttrqng, bieu trung, am thanh, khan hieu, gia tfi khac biet... va ca sir trai nghiem
cua ngubi fieu clang. Cling mOt hang h6a nhtmg sir cam nhon coa ngubi tieu dung c6

the khac nhau, phy thuOc vio clang thong diep hotIc hoar can't tiep Tilton thong tin hale
phq thuOc vao sir triti nghiem trong tieu dung hang hes. To ra mOt gia tri ca nhan cho
ngubi tieu dung II mOt thanh tong quan trong cult mOt thuang hieu, nhu viec khi mOt
ngubi so hilt chiec xe hal Mercedes se cam thay minh tr6 nen sang twig hon, thanh
dot han gifta nhftng ngubi khac.
Sr tin c$y va sin sang Iva chip hang h6a mang mOt thuang hieu nao da da mang
cho doanh nghiep mOt tap khach hang Ming thanh. Dai da s6 khfich hang deu khong
muon minh la nguai this nghiem dal vsfri mOt thuang hieu mai, khi ma hq di c6 su triti
nghiem ve mOt thucmg hieu nao de cho hang Ma tuong hr. Chit luqng hang h6a,
dich vii IA yen to guy& djnh Ring trung thitnh ells lchach hang nhtmg thuang hieu la
8


a

dOng lac ctrc ky quan tang gift chin khich hang 6 loi vOi hang hem vi la dja chi de
nguai tieu dung dat long tin tha mirth.
1.1.5.4 Char Ming kink ti
Thuang hieu mang trong n6 *It gia hi hien tai vi tiem niing. Gia tri de duqc the
hien it nhat khi sang nhuryng thuong hieu. Thuung hieu duqc coi la tai sari vo hinh vi
rAt ce gii cr5a doanh nghiep. Mac du gia tri curt thuang hieu rAt kho djnh doat nhung
nth nhftng lqi the ma thuong hieu not tiling mang loi, hang hem se ban duqc nhieu han,
tham chi vOi gia cao han, de thtun nhop thj trubng han. Thuang hieu khOng kr Mil&
ma ce, ne duqc to ra veri 5, nhAt djnh vi vOi rAt nhieu Ichoin dAu to va chi phi khic
nhau. Ben conh do, sv not tiling dot thuang hieu se lam cho gia cua thuang hieu tang
len gAp bpi vi de chinh IA chin /tang Unit to cua thuang hieu. Lqi nhuan hien toi vi
tiem nAng ma doanh nghiep c6 duqc nher sv not tiling tha thuang hieu se quy djnh gia
tri tai chinh tha thuang hiau.
1.2 T6ng quan chiEn hrgc phit triin thwung kilo
1.2.1 Cic khai niem chiEn Ivgc phit triin thwung hien

Chien luqc 11 viec xac dinh djnh thong vi pham vi hoot dOng cim *it t6 chirc
trong dli bon, 6 del t6 chat phii gilt/1h duqc lqi the thong qua viec kat hqp cac nguan
ltrc trong mOt mei truemg nhieu dui thich, nhim th6a man tot nhAt nhu au tha thi
trutmg va dap ?mg mong mu& dot cac tic nhin th lien quan den t6 chat.
Phat trien thuang hieu IA mOt qua frith c6 tinh ha thing vi 15p di lap lai de cling
a') thuang hieu. NO duy tri, nu8i len cac gia tri ma doanh nghiap toa lop trong long
khich hang. Vi voy, chien luqc phat hien thuang hieu IA dot sach ma mOt to cluk lip
chon de quilt tranh vOi cac d6i din khic dip tren nhftng lqi the canh tranh ben vfing
dm mirth nhim citi hien lien toc theo chieu huOng nfing cao uy tin thuang hieu cho
doanh nghiep. CO the hieu rang, dip tren thuang hieu da co, phat hien thuang hieu
chinh IA lam cho thuong hieu d6 len moth ban, co lath huOng den khich hang va tong
chimg nhieu ban.
1.2.2 Quy trinh thyc hien chiEn luvc phit triin thwung hieu

1.2.2.1 Tam nhin va sk mink tinning kiln
Tam nhin

thuong hieu

Tam nhin thuang hieu gqi ra mOt (Unit thong cho twang lai, mOt khat yang air%
mOt thuang hieu ve nhftng dieu ma n6 mute dot t6i. Tam thin II mOt hinh inh, mOt
brit tranh sinh dOng ve dieu c6 the thy ra tha mOt thuong hieu trong tuong lai. Khi de
cap den mOt y djnh, mOt moc dich mang tinh chiEn luqc, chting to thubng hay hinh
tucmg hOa ne bang mOt hinh anh ctia tuang lai. Tim nhin bao ham y nghia cim mOt
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tieu chart tuyet hio, met dieu 19 ttr?mg. NO mang tinh Iva chip met trong nhftng gii
tri tuyet voi that cua met thuong hieu. Tam nhin con co tinh chit cua met sv d0c dio,
n6 am chi den viec trio ra met diet' gi de d#c biet.
Tam nhin thuong hieu lit met thong die!, ngin gun va xuyen suet djnh huong
hog dOng dubng dai cho met thuang hieu. Vai tre cua tam nhin giong nhu met thin
kinh hei to tit ca sue math cua met thuang hieu vim met diem chung. Doanh nghiep
th8ng qua tam nhIn se djnh hiring ducrc din la viec can lam va diu la viec Icheing an
Ikn cua mot thuang hieu.
Sze menh thuong hieu

Sir menh cua met thuang hieu la Iduii niem dung de chi mvc dich cua thuang
hieu 46, 19 do va y nghia cua sv ra diri va teen tai dm no.
Viec xic djnh met ban tuyen be sir menh dung din tieing vai tr6 rat quart tong
cho sv thanh cong cua met thuang hieu. Tnthc het, nit trio ca sir quan trung cho viec
Iva chcm dung din cac muc tieu va chien lugc cua cong ty, mat khac n6 c6 tic dung
to lap va cung c6 hinh inh cua thuong hieu twit cong chung, cling nhu trio ra sv hip
cem den cic dei Mang lien quan (khach hang, co doing, drii 19, nhi cung cap, ngfin
hang, chinh MOt doanh nghiep hieu re sir menh cua minh se c6 nhieu ca hei
de thanh cling han doanh nghiep kheng the hien r8 19 do ve sv hien hftu cua minh.
1.2.2.2 Dinh vi thuang hi&
DWI vj thuang hieu lit Stang djnh lureng, hog dung cua doanh nghiep nhim

truyen tai d#c firth thuang hieu vio tam tri khich hang, to de to ra sv nhan thirc ve
thuang hieu meet cach nhat quin vi dfing din.
Dinh vj thuong hieu cling la viec to ra vi the rieng biet cua thuang hieu trong
met milli twang earth truth de bio dim ring mai ngtrici tieu dimg trong thj truing critic
tieu co the phan biet dirge thuang hieu ay vai ac thuang hieu cinh tranh khac. Viec
djnh vj thuang hieu mang tinh chat quasi tong la do n6 co lien quan trvc titp den suy
nghi vi nhan djnh cua ngubi tieu dung.

Theo tic gia Marc Filser, djnh vi thuang hieu "Ni5 lvc dem 1a1 cho sin phalli
di vao nhan thirc cart khich hang la dieu ma doanh nghiep
met hitt kilt rieng,
muen khich hang lien Wong tin mai IN deoi dien vdri thuong hieu cua minh".

a

De c6 the djnh vi thuong hieu thanh cong thi doanh nghiep can phai khio sit that
Icy vj tri hien tii ten thj throng cua thuang hieu. Cic but cua met tiEn tranh djnh vi
gOm 5 buit sau:

10


Swot 1: Nh$n d;ng khich hing mgc lieu
Xic djnh duqc khich hang mvc tieu lit dieu rat quan tong bai le nhamg Skim
khich hing khic nhau thi e6 nhung miSi quan tam vi nhon thirc ve thuong hieu khic
nhau. Khich hang mvc tieu la top hqp cic ci nhiin hay nhom ngudri ma doanh nghiep
huOng teri. Viec nhon dung khich king mvc tieu &Op xic djnh mOt cich chinh xic
nhang dk tinh vi lien ket mlo cua thuong hieu la khic biet, not trOl vi phu hqp.
Btnk 2: Phin tich dgi thi cgnh tranh
Doanh nghiep can tim hieu ve d6i thu canh tranh fru& khi guy& djnh Iva chop
twang di rieng cim minh nhiim phin Img kip thin vi djnh huong chien luctc tuong lai
cim minh cho phu hqp tren co so:
So sixth town dien cic d#c tint: thuong mpi, ky thuot vi xic dinh sv khic biet cua
minh trong mai tuong quan d6.
So sinh cic hoot dOng quang do, tiep con khich hang vi Vic tien Mn hing cua
cic dtti thu canh tranh trpc tiep.
Butt 3: Tim Idim sg khic hilt cis sin phim
Tat ca nhang thuOc tinh nao c6 inh hueng teri quyet djnh mua cim khich hang

deu can phii duqc nghien can can thk, tar d6 doanh nghiep se tim ra Ice he chinh la
nhang diem khic biet cua thuong hieu de tier: himh djnh vj. CO the phan tich cic thuOc
tinh dva vio hai trvc chinh: cong dung — caw to (hieu qui n6i b$t, thinh phAn nguyen
lieu, cong nghe sin xuAt...) vi djch vv thucmg mai (che dO bio hinh, dieu kien thanh
chinh sich h$u mai...). Tit ket qui nay, nhi thiet ke chi'e'n luqc se lOp so d6 dinh

vj.
But 4: Lip bin thitlinh vj vi quyit djnh phtrung in djnh vi
Sau khi da ties hinh nghien ciru thj trubng met cich ti mi, doanh nghiep se thiet
lOp sa d6 djnh vi. So d6 djnh vi li nhong trim tqa dO the hien gii tri cua cic thuOc tinh
khic nhau mi nhi nghien et: co the dva vio de xic djnh vj tri sin phAm cim minh
trong Mang quan van d6i thu canh tranh.
So da *sixth vj giOp mo tit vi the the thuong hieu hok sin phAm hien c6 vi la can
car de Iva eh:in mOt vj the cho sin phAm tren thj truerng mvc tieu. M6t vj the tren bin
do djnh vj se djnh hufmg cho doanh nghiep phii tao dung trong tam tri khich hang
hinh ash, sin phAm cim mink nhu the nio vi chi ro sin pham curt doanh nghiep phii
canh tranh v6i nhang sin phAm nio.
Thy theo tinh chit cim sin phAm vi mvc tieu kinh doanh mi doanh nghiep c6 the
guy& dinh phuong in djnh vi khic nhau.

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