nghiên cứu đặc điểm tâm lý cá nhân trong quá trình quản trị tại công ty máy tính dell





 !"#$%&$'(&)*)+,-./-0$/1.2$#$23444556
7575$0++8-444444444444444444444444444445556
7595 !"$:$.$;$.2$#$244444444444444444444444556
7595750<&)+,-#$0$& !"(&.2$#$244444444444456
759595 !"$:$.$;$44444444444444444444444455=
75650%>+.2$#$2444444444444444444444444444?
7565752$#$2!@+A+4444444444444444444444444?
7565952$#$2+$$%>.4444444444444444444444445?
7565652$#$2)+-.B$444444444444444444444444C
7565D52$#$2E.E444444444444444444444444455F
9+8<G(&+8HIJKI)*)+,-./-0$/.2$#$2.L%I<0
.L:$<G.LM.>+@I.N-0N.2$O4444444444444444444P
9575+Q+.$+8#$0+<0.@I.N-0N.2$R4444444444444445P
957575$0+<0.$%>.)SI(&@I.N444444444444444444P
957595$;<G.LM+$&RT&R44444444444444444477
9595$U.L>I+8HIJKI)*)+,-./-0$/.2$#$2.L%I<0.L:$<G.LM
.>+@I.N-0N.2$O4444444444444444444444455579
959575/-IEV+&%)SI4444444444444444444445579
959595/-#$0$$;I444444444444444444444447C
9565+G+W$0W.L%I+8HIJKI)*)+,-./-0$/.L%I<0.L:$<G.LM(&
@I.N4444444444444444444444444444444555597

NHÓM 5 1


L%IM$!XW$0..L+,(&$/%>+Y$%>.)SI<G)Z[\.$+8L\.!Q-]I
Q+!U$:$.$;$0SI)^IIEV+5_[&[E&Y0$;<G;0$;.E.E"I

)Z.$\N&+.L`(&$/.a%IEV+.L%I$%>.)SI;N5$U.+b$%.$\NYc\.#,
$%>.)SI<G;%YJ];<G[Z$S+Y<G#+$.dY<G#$%&$'#e.$.4
-a.$U$+8.a.-K)2$)L&.$:W$G+$.$H)fI;JKI!0I.>%#$%&
$'+8.:-$+,;g-cg..2$#$2(&-h+IEV+5
/-%IEV+$&N.2$#$2(&%IEV+;-S..L%I$%>.)SI/)V+$\.
(&%;+IEV+5I&N#$+%IEV+_&-Q+$:$.$;$)Zi$jI.2$#$2),%
IEV+)\.L&$;!+$.^5;-!&%$+,)Ek./-(&%IEV+.L%I#+$J%&$
li$jI$;<G.LM.;+c&5+mIc+d.!H$\WJn(&M.L2Z$)>%$&Ni.$,
i+#$0)+;&+mI-%I-a;-Z$)>%Y$EI),;-)Ek-S.$;Z$)>%
I+o+)Z#$iY),$+,)Ek$d..2$#$2(&%IEV+>;I#$@IW$G+JbJ;I5
$2$:N+8I$+pH !"!#._)i.:-L&q0$)+$r$
./-),;-+8)>.$+8<G&%s5t,$+,Lu$ .l-<&.L'I(&+8I$+pH
q./-0$/1.2$#$23s$i-!v)+;%I$+pH)*)+,-./-0$/.L%I
<0.L:$<G.LM.>+$!%& &'!"(
NHÓM 5 2


)*+,-./+0)12)342567-8
)79:)):;
<<" =!=>
2$#$2;.$S.2$./-<&.L'I(&0$/J%)*)+,-cw-!+$(&$8
.$l#+$;0)*)+,-#$0.L%I .$,%IEV+.>%L&5iIg+Q+0<0
.L:$(&$8.$l#+$.LIE I<0.L:$$EIW$\;<0.L:$H$dY;)SIU
$%>.)SI./-%IEV+)Ekc+,$+8.$@I<&0$;$+X$rY$;$)SI(&
0$/5
<?@A"B!""C!"'!"D"'
1.2.1. Các quan điểm khác nhau về cơ sở của tính khí
a) Quan điểm của Hipocrat (Hy Lạp) .
 !"!+$(&#$2$\.;!UW$&.LSca$\.oIi.L%I .$,.$R%-S..r
8$\.)M$5xa.$,JM$)i;-0Y+p-JM$Y-.;IY-.)R5

yI)Z)E&L&-S.$i-0.2$0$JU&.Lp0.$,JM$;N5$jIIEV+i
<0$+-0!v;IEV++zY{I)SIY><&|$jIIEV+i$++p-JM$
!v;IEV+$-$>-Y,%G+|$jIIEV+i<0$+-.;IL\.$&NiIGN|;
$jIIEV+i$+-.)R!v$&Nc^5I&N._.$V+A)>+$NW%L&.1D?}~6=?
3)ZW$/.2$#$2%IEV+L&.$;$D%>+JU&;%$\.EQ$+d-E.$d$jI
IEV+i$+-0;#+,.2$#$2+$$%>.YIEV+i$++p-JM$;#+,.2$#$2
)+-.B$YIEV+i$+-.;I;#+,#$2$\.!@+A+;IEV+i$+-.)R;
NHÓM 5 3

#+,#$2$\.E.E5I&N&N#$%&$'$+8)>+n.$_&$0$W$/%>+;N$EI
I+G+.$2$cG$\.G$fI-S.0$#$%&$'$ 5
b) Quan điểm của nhà tâm thần học Krechme (Đức ).
 !"!+$(&#$2$\.;J%#+,\.Lf .$,<N)M$$EIEV+IlNY&%Y
$•|%>+IEV+;NiW$GHI$&$$EIX$r.$EVI$&NI.fIYI+'INdQ.Y
$'i.:$G-#2)0%Y.$2$W$/.2$-A[zS+./-Y.$+p$%>.)SIcSZ%#+,#$2
$\.E.E5IEV+c€%Y.$\WYcKI.%|$';$jIIEV+$&N.U-ZYI+&%JLSIY.$/
.$+8Y.$2${$Y.@!]I.\.G$jII:.$S.LN.$aI;I+&):$#+,IEV+
.a.cKIY-&EQ-g.5IEV+UE•I$';$jIIEV+iW$GHI$&$Y.$2$
<NU$&NI$R.@I#+,IEV+${I$0+!@+A+5
c) Quan điểm của I.P.Pavlov ( Nga ).
 {-7F?6Y$;!+$$';./-$'IEV+I&55‚p$p@W)Z@Ica@I
.L:$ƒ$jIW$G[>(&Z%ƒ5L%I@I.L:$;N‚p$p@W)Z)E&L&.E.E"I
.2$W$G[>./-;!U)+$r$./-(&$%>.)SI5E.E"I;N)Z)Ek$;
!+$$'5„5„&%17FDP~7P6?3W$0..L+,#$+[/NJUI$'.$Nd.$%>.)SI.$l
#+$&%\W5L%I$'.$Nd.;NY„&%)Z)E&L&$jII+G+.$2$#$%&$'cG
$\.(&.2$#$20$/)Ek$:$.$;$JU&.Lp !"(&$&+<0.L:$$%>.)SI#$0
$&(&$8.$l#+$.LIE I<0.L:$$EIW$\;<0.L:$H$d50.L:$
$EIW$\;<0.L:$W$GHI.2$U(&0.dc;%.$l#+$)0W>+$jI#2$
.$2$._cpI%;+Y;-$%0$/i.$0+)S.2$U1JE I.2$35IEk>+Y<0.L:$
H$d;-$%0$/i.$0+)S.+pU1/-.2$3)a+Q+$+8.$U5t,)0$I+0$&+

<0.L:$.LpY„&%)E&L&6.$@I!a cG!&
~EVI)S(&<0.L:$c+,.$M!U->$YNd(&<0.L:$1$EIW$\->$YH$d
->$4
~TU/c…I(&<0.L:$<0.L:$J+bL&/c…I$&N#$@I/c…I1A)M$$&N
#$@IA)M$3
NHÓM 5 4

~2$ )SI(&<0.L:$<0.L:$J+bL&$&$$&N$-Y+8$N,._<0.L:$
;N!&I<0.L:$#+&$&$$iI$&N$-.Lb52$ )SIc+,.$M!U+$$%>.(&
.$l#+$5
]N.$S;%!U#d.$kWI+j&EVI)SY.2$/c…I;.2$+$$%>.(&0
<0.L:$$EIW$\;H$d-;iD#+,$%>.)SI.$l#+$ cG.$R%„&%|#+,
#$2$\..E IHIQ+D#+,$%>.)SI;N5
2$#$20$/.E I)a+A)M$;i.2$cw-!+$5N$+p-h+0$/
)i.$,)+$r$)Ek.2$#$2(&-:$.$@I<&L†N8Y#+$I$+8-;.A+
.05
759595 Cơ sở hình thành
2$#$2;.$S.2$<&.L'I(&0$/J%)*)+,-cw-!+$(&$8.$l
#+$;0)*)+,-#$0.L%I .$,%IEV+.>%L&5iIg+Q+0<0.L:$
$%>.)SI(&$8.$l#+$.LIE I0.L:$$EIW$\;<0.L:$H$dY;)SI
U$%>.)SI./-%IEV+)Ek.$,$+8.$@I<&0$;$+X$rY$;$)SI
(&0$/5
• EIW$\;<0.L:$W$GHI.2$U(&0.dc;%.$l#+$)0W>+
$jI#2$.$2$._cpI%;+Y;-$%0$/i.$0+)S.2$UQ+$+8
.$U5
• ‡$d;<0.L:$W$GHI.+pU(&0.dc;%.$l#+$)0W>+$jI
#2$.$2$._cpI%;+Y;-$%0$/i.$0+)S.+pUQ+$+8.$U5
&+<0.L:$.$l#+$;Ni6.$S.2$ cG
• EVI)S(&<0.L:$$r#$G{I$M)UI#2$.$2$->$$&NNd&
$8.$l#+$5

• /c…I(&<0.L:$TU/)a+(&$&+<0.L:$$EIW$\YH$d5
• +$$%>.TU$N,$i&._<0.L:$;N!&I<0.L:$#+&$&$$&N$-5
NHÓM 5 5

< EF='!"D"'
756575 Tính khí sôi nổi:
a, Đặc trưng cơ bản2$#$2!@+A+;.2$#$2(&$jIIEV+i$8.$l#+$->$Y
$EI#$@I/c…I5
b, Ưu điểm, nhược điểm:
• )+,-)/N;$jIIEV+.$..$;Y.LI.$UYiI:i+I&NYi.2$.$E I
IEV+YJmIG-J0-I$BJ0-;-I&NG$jI+8#$i#${IN$+,-5
{I$0+$+8..:$Q+@I.0Q+-'+IEV+5
• $Ek)+,-.2$iIGN$&NA+#$]IY#$i#+-$dcG.$/Yi+{I.$+d
.d$MYJb;--\.`IIEV+#$05'Jb$0G#$+@I+8I*W.Lg.L"Y
$%*$E&$)Ekk+2$#MW.$V+5
c, Ứng dụng trong quản trị doanh nghiệp:
 ta+Q+#+,IEV+;NY$;<G.LMl$•$;I.L%II+&%.+dWY.d$MY*I
#$R$•$p;$rW$pc:$L+pI$'$'!v.+dW.$I&N;#$@IiW$GHI5$+$'
iII+Y$;<G.LMl2$M:f)i$'#$@I)(!0I!a.),!NI$BYJbi
W$GHII&NIg.5
756595 Tính khí linh hoạt
a, Đặc trưng cơ bản:;.2$#$2(&$jIIEV+i$8.$l#+$->$Y/c…I;
+$$%>.5
b, Ưu và nhược điểm
• )+,-'.$EVI{I)SIY.U.+Y$%>.c0.Y+zYi<&$8LSIYJbJ;I
.$2$I$+Q+-'+c+d)A+(&-@+.LEVI5'i$+!0I#+dYg--E-•%5
IEV+i.2$#$2;N.$EVIi#$G{I.A$H
NHÓM 5 6

• $Ek)+,-$'.$EVI$.$H$ +$-Y.oL&.$V Y.$+d$+8..:$Q+

$jIIEV+[I<&$5d#$@I$fL†N8)>%)HY!aIc@I.$G.$:
i.$,.L".$;$$jI.p $S+Y!aI.LpEI)^I%>+Y$+dJ&$5
c, Ứng dụng trong quản trị doanh nghiệp
• ˆQ+$/+pˆQ+.2$#$2+$$%>.$;<G.LM!vJbJ;I.+dW$/+p;
<G2Y$;<G.LM!vJb$`&)^IQ+.\.G$/+pQ+!U$+8..:$mI$E
"+-"(&-:$5$;<G.LM!v$)Ek)^I.:$!UNp-dmI$E!U
I$R.$R%(&$/+p\WJEQ+5$/+p!vG-.$\N#$%GI0$(&-:$
Q+!dW#$@I<0[&)+)i!v.>%$+8HI;-+8.a.#$+-;.+$.$lmI
$E!U.$/.$SI+j&-'+IEV+5$;<G.LM!vJbJ;I$ .L%I+8)E&L&
$jI<Nd.)M$<G.LM#$+i)Ek!U#2$.L'I(&$/+p;$jI@I
+8I+&%$%$/+p(&-:$!v)Ek.$U$+8$)0%;$+8..:$$ 5
• ˆQ+#$0$$;IˆQ+!U+$$%>.$&$$•.2$#$2(&-:$$;<G.LM!vJb
J;I.+dWI+&%.+dWQ+#$0$$;I(&-:$5TU$&$$•;+$$%>.Q+
#$0$$;I!v.>%$%$'G-I+0)Ek<&./-$ .$/.$+8$ ;$EN
$g$g!v.>%)EkG-.:$(&#$0$;I5$0$$;I#$+I*W)EkIEV+
c0$;I$&$$•"+-"$'!vG-.$\N.$%G+-Z+;Jb$M5$+.>%)Ek
G-.:$Q+#$0$$;I.$:@I+8#+$J%&$(&@I.N!vL\..$k+:
#$0$$;I;Nd.a<&.L'I;$/.a<Nd.)M$.Q+!UW$0..L+,(&-S.
@I.N5
756565 Tính khí điềm tĩnh
a, Đặc điểm cơ bản:;.2$#$2(&$jIIEV+i$8.$l#+$->$Y/c…IY#$@I
+$$%>.5&+<0.L:$$EIW$\;H$d2.{I)SIYi!H‰Q5
b, Ưu và nhược điểm
• )+,-'i.0W$%I#$%&.$&+Y)+-.B$Y2.cM-@+.LEVI#2$)SIY;-
+8.$EVIINp.gY!aI$I.$(NQ+c>c†5'i.$,;-$jI@I
+8#$@I)Ek$\WJng-Y$%*) )+8Y*W)+*W>+5
NHÓM 5 7

• $Ek)+,-2.!0I.>%Y#$+$N,._@I+8;N!&I@I+8#$0W$G+
$%$'.$V+I+&$wcMY2..$&N)A+0.$i+<R(&-:$5IEV+)+-.B$

#$i.$&N)A+._@I+8;N!&I@I+8#$05„&%I'+%>+IEV+;N;
q$jIIEV+&%)SI!a.)V+s5$@I2.IEV+i.2$#$2%>+;N;$jI
IEV+.$K)SI5
YỨng dụng trong quản trị doanh nghiệp
0$HI[X(&<G.LMQ+IEV+i.2$#$2)+-.B$ta+Q+#+,IEV+;N
@I+8.$2$$kW;@I+8l!U.$.L'I1.A$HY#d$%>$Y$/!U3Y
$2$gYi.2$$\.A)M$YcG%-.Y2.li!UI+&%.+dW:$'2."+-"5
7565D5 Tính khí ưu tư
a, Đặc điểm cơ bản;.2$#$2(&$jIIEV+i$8.$l#+$NdY#$@I/c…IY
#$@I+$$%>.Y#€-+$$%>.Y.$EVILK.L†;.U.+5IEV+i.2$#$2;N.$EVII>+
I+&%.+dWY!aI.$+pG-[fYJb[f)SI5
b, Ưu và nhược điểm
• )+,-JMJ;IY.d$MY$>NG-Y$f.$0.YLK.L†Y!NI$B!/!gY.L2.E"I
.EkIW$%IW$fY.:$G-cjI5;IEV+#+p.L:Y$%;.$;$.a.$+8-K
.L%I)+#+8<R.$S5ii.E"I.EkIW$%IW$fY$&N- -;IY-
-SI5
• $Ek)+,-LK.L†Y.$l-*IY2."+-"YW$GHI$-Š#$@I{I)SIY#$i
.$2$I$+Q+-@+.LEVI-Q+YJbc+<&Y)&!lY)&G-5\.Jba-)&#$+
)+#+8!aI.$&N)A+5
c, Ứng dụng trong quá trình quản trị doanh nghiệp1)a+Q+$/+p;#$0$$;I3
„$]$kWQ+@I+8@I+8.$2$$kW;+8I$+pHY) )+8Y*W)+*W
>+Y@I+8l!0I.>%YZI->YI$8.$.Y{Y.$ Y$S+$'&4ta+Q+$jI
IEV+i.2$#$2;NYZ$)>$l#$€%€%.L%IHI[XY$[€.;)0$I+0c"+$'
L\.Jb[f)SI5d.$‹I.$gW$pc:$!vI/N0WU$%$'Jn)d.:$.L>I{I
NHÓM 5 8

.$‹IJ%)i@I+8!vI*W$+#$i#${5IEk>+d$•$;IW$pc:$;)SI
+p$'Y$'!v.$\N)Ek#$2$8;!v$%;.$;$@I+8.a.5
)*+,)GHI42.GJ567-8
)7:)):K1H8KL)HIKMNOP8P:)

Q
<=R="=>SD" =TS UV$!%& &'!"(
2.1.1. Khái quát hoạt đ&ng của công ty
R;-S.@I.N$Np!G[\.W$lHI-0N.2$i.LK!".>+%J
%#YR[&!Y%&‰5R)Ek.$;$W{-7PFDJ%+$&RR5t/N;@I.Ni
.$$WQ.$H9F.>+%&‰5
- ˆ;%.$0ID{-7PFD.$;$WR%-W.RL%LW
- ˆ;%{-7PFCYRcg.)lW$0..L+,$8.$aI0$;-0N$d.>%(&L+pI
-:$5ZIRmIcg.)l[/NJUI$8.$aI$h.Lk#$0$$;I.L%I.%;
EQe;cg.)lI\W0JM$KgW)*.Y!X&$j&YcG%$;$YcG%JE•I
.>+$;$%0!GW$w-(&-:$5mI{-7PFC$ZIR)Z-"{W$`I
)l)l.+p(&-:$.>+$Y-")l$%@IS$+$W$K.%;.$dI+Q+5
- a+{-7PFFYR$&$$%$!G+.A;/I\WJM$K#$0$$;I(&
-:$5t^I.$V+mI$%L&)V+6-%JR„-Q+(&-:$Y-".$p-{W$`I
.>+&&J&;cg.)lJM$K$%.$p-0N.2$5
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.$M.LEVI$HI#$%0Q+I+0ŒF5=-S.AW$+d5
- ˆ;%{-7PFP),W$K.L0$W$lW$0..L+,!GW$w--Q+Y$ZImIcg.)l!G
[\.$jI!RLRL)l.+p !"‚;$kW.0Q+.R),)E&L&cS+[X
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- ˆQ+W$E I$/-W$E I.$Hc0$;ImIIiWW$l;%.$;$@I(&$ZI
$E!GW$w-;$ZI)Zc0L&5R)ZJ;$#$0$+@I!H;%+8)/`
.>%0$/+pW$KK#$0$$;I(&-:$Yc…I+8cg..\.G0$/+p
NHÓM 5 9

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$o+(&#$0$YI+G+<Nd.0#$+d>+Y$) )*.$;I;I+fW)•0#$0$
$;IU&$'0GW$w-.LEQ#$+)E&$'L&c0$;I5
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.LEVI-Q+)lN$H&$•;N5
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)+.+pW$%I.L%I+8;+)*.0W$l--#$@I.2$.+$%#$0$$;I(&
-:$5
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.$;$@IY.N$+pmIi$jI.$V+)+,-RW$G+)a+-*.Q+!&+!i.h+#e.$.5
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.$V+I+&$+.$d$8-0N.2$Q+$\.EkI$%;$G%)Z)Ek.IL&.$M.LEVI;\N
>+$jII:)Z-\.5
+8&NY.$E I$+8R)ZA+.+dI.Lp#$gW.%;l;.L".$;$-S.
.$E I$+8->$.Lp.$M.LEVI@II$8.$@I.+5A$kW-0N.2$R%-W.RL
%LW%L&.+%.LEQ)/N)Z[&NJUI.$;$.W)%;@II$8.$@I.+RQ+$;I
.L{-$+$0$)Ek)*..>+0<aI+&.$S#$U$/eY$/•Y$/t>+
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Q$\..$dI+Q+5
NHÓM 5 10

2.1.2. Nhà qu*n tr, Michael Saul Dell
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$+8EQ- 5‘.A+=}$EI@In.+dW.K:ƒ)H&%ƒ.+$.$l-&I.p-:$5
ˆQ+#$a+.;+!GiI+0.LMEQ.2$7FY?.•TY+$R&R$+8;-S..L%I$jI

IEV+I+;$\..$dI+Q+5
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.L%IS)V+(&+$&RR5
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#$&+.$0.L+8.),$l(&#$0$$;Ip)Z#+d-)Ek7F5}}}T$r.L%I`I
-S.{-5
*J]RJ;$!U<&./-.Q+-0N.2$$EI@I>+;!+$+pI;$N(&
.LEVIt>+$'R[&!Y.$S.$;$W$a!.+1{-7PF635L%I<ZI.$V+I+&;NY
@IJ;$$l$d..$V+I+&LG$),/I\W-0N.2$0$/1„3Yc0$%$jI
IEV+c>.L%I#$#2.f;.$7F}5}}}T.L%I.$0I#+$J%&$)l.+p5N
NHÓM 5 11

co)>+$';%{-.$H$&+$EI@In.L".LEVI;%{-7PPP),$KWG$#r
+8-Q+0c>]I#$#2.f(&-:$5
ˆ;%{-7PFDYR<Nd.)M$.$;$W@I.N(&L+pI-:$Q+.p„“!
+-+.RJ5I&N!&)iYi)Z.L".$;$-S..L%I$jI@I.Ni.a)S.{I.LE"I
$&$$\.EQeQ+J%&$!a?.L+8T.L%I{-$%>.)SI)l.+p5
"WXF!%U=>Y!%Z[!%\]\=^ !"!'!"D"'XE!%TS XB!"
TS_!X`F=$!%& &'!"Q
2.2.1. Tâm lý người lao đ&ng

a) Đặc điểm tâm lý
”&%)SI.L2i
~t*)+,-
'i)+#+8.+dWQ+{$i&Y@II$8;.L+.$H$/%>+p$'i
)+#+8!0I.>%5')`+$o+i!UJ/$(;c:$)‹I&%.L%I[Z$S+Y$'[R-$•
$EInJbJ;IG-.$@IQ+IEV+&%)SI$/.&N5
&%)SI(&IEV+&%)SI.L2i$(Ndc…I.$@I.+I$I$+8WYp$'Jb
i.E.E"I$\W$$jI!NI$B-Q+YJbcM$+W$a+c"+IEV+i.L2.8&%$ 5
S.!aIEV+Y$\.;$jIIEV+.Lz.A+.$EVI!aIL\..$UJKIY2.IgciQ+ +
@I.0(&-:$YJb.$&N)A+@I+8Y.$2$;-+8" +i)+#+8.a.;.$
$W&%5
~ tSI ;-+8
•tSI #+$.d$…-.>%JUI$%cG.$/;I+&):$i-S.S!aI.$\.
)lN)(;.+8I$+&%5
•tSI .$&N)A+Y.${I.+d$';-+8:!U)&--pY./-$Nd.Y!".$2$$Np
-@Y#$0.'I.:-.`+Y!0I.>%Y:J&$.+dI0$/Y45+mI-a)Ek-'+
IEV+@I$hU)iIIiW(&-:$;)Ek.${I.+d"-S.-H)S&%$ 5
NHÓM 5 12

•tSI <0.2$Y.$i+<R$'.$\N-'+IEV+;-$E.$d;%.$:$'mI;-N
),@+!aIcG.$/;I+&):$5
•tSI )a#–mIi7!aIEV+&%)SI"7I+&+)%>;%)i$';-+8:>$
.L&$),.^.>+5'!—!;I@IW$0Y#:-$Z-IEV+#$05
•tSI E I./-Y.L0$$+8-)i;$jIIEV+&%)SI$/$2$Y$';-+8
:)SI .+dcS;-&I>+k+2$$%SI)^I5';-+8Q+7.l-$:!/!g
;.2$$\.$/)>%&%5
g-cg.)Ek)*)+,-./-.Lp(&IEV+&%)SIY@I.NR)ZJKIi$+8
<G.L%I+8<GIEV+&%)SIYc…I0$!XJKI.AI$kW;+$$%>.0
W$E IW$0W<G#+$.dY$;$$2$YI+0%JKY)SIY#$Nd#$2$.L%I$jI
)+#+8;-+8K.$,5

”&%)SI$/.&N
~t{)+,-
IEV+&%)SI$/.&N.$EVI;IEV+.LU.+dW;-L&!GW$w-YJM$KY$'
W$G+.+p$&%.$,U;$(Nd;mIi7W$l.L2U5ˆ:NY$'.$EVIcS.LUY
.$‹I.$gY!NI$B2.W$H.>WY- EQL\.K.$,;) I+G5'.$EVIi.$i+<R
;-+8JEQ+!U<G(&IEV+#$05dS!aI(&$'%)($'!v.$\N$>$
W$f;#$@I-%IEQI:$ 5'$r.L".$;$UEkI$aI)a+#$+cM$†€WY
ciS.*IY4
IEV+&%)SI$/.&N.$EVIW$G+&%)SIc…I.$,U-S.0$.LU.+dWY
#€%J;+;+p.K.L%I.$V+I+&&%)SIY$EI.$$W(&$'.$EVI.$\WY$'W$G+
%.%&-'+.$H.L%IS!aIp2.i $S+)Ek.+dWQ+$jI^I.$@I.+
W$%IW$f.L%I[Z$S+Yp$'iS!aI) I+GY&-$MY;-Y+8W$lQ
.$R%<0.2$5
~ tSI ;-+8
•tSI #+$.d)/N;)SI <&.L'I;i.2$.LU.+dW(&IEV+&%)SI5
NHÓM 5 13

‡IQ+)SI ;NY.$:R)Z!XJKI.a.W$E IW$0W#+$.d;0$d)S$2$
!0$J;$$%IEV+&%)SI5
•tSI !kc"+$'$r-%Ii7S!aI.$$WA)M$Yp$'L\.!kcM!&.$G+Y
$%*cMcSW$G+)A+ +;-+8._$h.$$W&%!&I.$$W.$\WY._&%)SI
$•!&I&%)SI*I5
‡IQ+)SI ;-+8;NYR)Z!XJKIW$E IW$0W$;$$2$.L%I@I.0
<G.LM;$(Nd5
•I%;+L&Y`i7!a$jI)SI ;-+8(&IEV+&%)SI$/.&N$E
tSI .$&N)A+YE p
tSI <0.2$Y.$i+<R
tSI >$.L&$),#$@IcM.$&#€-IEV+#$0
tSI .L0$$+8-Y.$H
b) Ứng dụng tính khí trong quản trị nhân sự

+$&RR$%L…IqIEV+Z$)>%i.;+W$G+;IEV+$:[&.L@ILSI;
i#$G{IJnJg.$/+p)>.)d.l-$:\NQ+!U)&--p@I+8-Z$+8.s5
+$&RR.$EVI#$@I<G$/+p<0$*.Y-;c+d$'.$;$IEV+$(.$.
!U(&@I.Nc…I0$.>%)+#+8),$'.$&-I+&I+G+<Nd.\)5x\.H$/
+p;%mI)Ek<N.$,$+8#$G{IZ$)>%-+b;$'i.E"I!0I.>%;
i.$,.LNG-$HI;!U$+8.$Nd.$%IEV+#$05yI@.>%JUI-S.cl
#$@I#$2;-+8.$/.:$.L%I@I.N5ˆQ+@IY!UIlIm+!vI+fW%IEV+GNL&
$+.E"I!0I.>%$ 5S.cl#$@I#$2$E.$di.$,)Ek.>%JUIc…I$+
0$.$H$E#$Nd#$2$$/+p.L:$c;N.E"I(&-:$Y.A$H$jIcA+
$'W#$@I$2$.$H$&N.A$H)+$ +)M$#‰YI+fW-a+<&$8I+j&$/+pQ+
$/+pY$/+pQ+$;<G.LMIlIm+$ Y.a.)•W$ 5xp>$)iY+$&RR
`L\..$;$@I.L%I+8g-)Ek)+,-->$Y)+,-Nd;)*c+8.;.2$#$2(&
NHÓM 5 14

$/+p),i.$,W$/@I@I+8W$]$kWYmI$EI+G+<Nd.$kW.:$$kW2
$jI\)(&$'5
• ˆQ+$jI$/+pi.2$#$2!@+A+
g-)Ek)*)+,-L…I'i#$G{I;-+8&%;$%>.)SI.L%IW$>-
+LSI5;$jIIEV+;N!&N-p@I+8YiI$MUYi#$G{I@+aIEV+
#$05+$&RR.$EVIW$/@I$'.L%I$jI@I+8$E$+d.#d!GW$w-
-Q+YA$H!U#+8YI$+pH.$M.LEVIY$;%c0!GW$w-4N$+pY.L%I
<&$8$'.$EVIiIGNYJbcU.HY#$i.2$Y$&N0Ig.#$+$E&$)Ekk+
2$Y$EI.$EVI#$@I),cKI5+,)Ek)+)iY+$&RR@c+d.q>%G-
$HI$%$/+ps5yI#$@I.$2$Z$)>%.$R%#+,qTdW@@)fIs5$R%
@IYIEV+Z$)>%lW$G+.>%G-$HI;-+8$%$/+pc…I0$gII$R
$'.L:$c;N<&)+,-;.$,$+8!U.L/.L'I(&-:$)a+Q+$jIhU(&$'5
$V)iY$/+p@G-$;.$HLu)EkM.L2(&-:$.L%I@I.NmI
$E$jII$B&K;<Nk+(&-:$Y;)SIU),$%$/+p@hU
#$@II_I$%!UW$0..L+,(&@I.N5
• ˆQ+$jI$/+pi.2$#$2+$$%>.

'.$EVI{I)SIY.U.+Y$%>.c0.Y+zYi<&$8LSIYJbJ;I.$2$I$+
Q+-'+c+d)A+(&-@+.LEVI5'i$+!0I#+dYg--E-•%5+$&RR
W$/@I$'"$jIM.L2$E&L#R.+IY.A$HY${-!i#$0$$;IYI%>+I+&%Y
4IEV+i.2$#$2;N.$EVIi#$G{I.A$HY$EId#$@I$fL†N8
)>%)HY!aIc@I.$G.$:i.$,.L".$;$$jI.p $S+Y!aI.LpEI)^I%>+Y
$+dJ&$5g-)Ek$Ek)+,-;NY+$&RR@c+d..>%L&-@+.LEVI$'.W
.L%I@I.N5'.W")/N#$@I$r#+$I$+8-Y#B{I;-+8-;`)>%
)HYa+!aI5t@+#$+$r;$jI/$N8.$EVII;NY+$&R)Z$%$/+p
$.$H)Ek.l-<&.L'I(&$;$+Ya+!aI;$/0$Y)>%)H(&-h+%
IEV+5
NHÓM 5 15

• ˆQ+$jI$/+pi.2$#$2)+-.B$
'i.0W$%I#$%&.$&+Y)+-.B$Y2.cM-@+.LEVI#2$)SIY;-+8
.$EVIINp.g5'.$EVI)Ek)G-$+,-$jIM.L2$E$/+p#e.$.Y#d
.%0Y{.$E4N$+p$'.$EVI;$jIIEV+2.!0I.>%Y)*c+8.Y#$+$N,._
@I+8;N!&I@I+8#$0W$G+$%$'.$V+I+&$wcM5t,#$gW$K$jI
)+,-Nd;NY+$&RR.$EVIi$jIW$E IW$0W),+&.{I!U{I)SI(&
$/+p5yI.>%L&-S.-@+.LEVI$'.WY.L%I)i-'+IEV+).2$U/I&%
#+d.$H;.:-L&.E"I-Q+5xp>$)iYJ%!U>$.L&$.Lp.$E I.LEVI;I
f;I#$a+8.p$ri$jI&+{I)SI.$:-Q+$QW)Ek.$V+ 5$2$:
NY@I.$EVIqN8s$%$/+p.$0+)S;-+8#$w.LE I;#$G{IL&
<Nd.)M$$&$5
• ˆQ+$jI$/+pi.2$#$2E.E
';$jIIEV+&%)SIl];w.$5L%II+&%.+dWL\.$)0%$Z
$*YM.$&5+$&R.$EVI!gW[dW$'"$jIcSW$$ETG[\.Y#+,-W$w-Y
<G2.;+!G45'.$EVILK.L†Y.U.N|I>+I+&%JY#$i.$2$I$+Q+0c+d)SI
(&-@+.LEVIY!aI.$+pG-[fS+./-YJb[f)SI5+$&RR)ZL\../-2Y
@.$/.$+8IlIm+;#$€%€%.L%I0$HI[XY$[€.Y)0$I+0),I+fW)•$'
.+dcSY$>$d..:$.L>I{I.$‹IYI/N$%$'$jI-*G-Yc^W$+#€%J;+5

yI+$&RR$+&!zq$fI.@+-&N-gi)Ek$jI$/+p.N8.V+Y
$jIIEV+@#$0.#$&%$+d.$gIs5R5@.>%)+#+8$%$/+pW$0.
$N#$G{I!0I.>%mI$E/I&%{IU;-+8(&-:$.$@I<&$jI
$+dEk$/!U!/!0.5yIi+.$p-qS.#$+)Zi$+dEkK.$,Y$fI.@+
#$@II>+)l.EY-+b!&%$l$d.$/+p$L&L…I!0$Ek(&@I.N;
)fI5$fI.@+$%$'-S.#$%GI.$V+I+&.$2$$kW),'[0.;.$2$HIQ+$jI
!U.$&N)A+Y:$/!U;.$;$.a<&.L'I$\.;-p!U.$;$@I(&$fI.@+
I;N$@-&Ns5
i.$,.$\NY+$&RR)Zg-)Ek#$0Lu.2$#$2(&0.$;$+p.L%I
.W.$,;i0$$:0c+8.)a+Q+$'Y$f)d0)*)+,-(&<0.L:$.$l#+$Y
),._)iU&$'$:$.$HI+&%.+dW.$2$$kW;W$/@I$%$'$jI@I+8W$]
NHÓM 5 16

$kWQ+.2$#$2),$'W$\#$"+;-+8Y)>.{I!\.Y$\.EkI;$+8<G&%5
+$.$l;-+8Y.L0$$+8-(&$/+p)Ek)wN->$5tS+Im$/+p._
$/+p\W.$\W)dZ$)>%\W&%)aIgI[/NJUI-S..0W$%I;-+8
{-+$Y)%;#d.Y{I)SIY!0I.>%5_)i.>%L&-S..W.$,jI->$5i.$,i+
$2$+8[/NJUI{$i&J%&$I$+8W)ZI+fWRI;N;IjI->$.Lp.$M
.LEVI5
2.2.2. Tâm lý khách hàng
a) Đặc điểm tâm lý
$0$$;I0$/$(Nd;IEV+&%)SI.L2iW$lQW$&.LSI+j&.2$
#$2+$$%>.;)+-.B$5
• $jIIEV+i.2$#$2+$$%>.$EVI.$2$$jI!GW$w--Q+Yi!U!0I
.>%QYl)E&L&0J`I!GW$w-i$+.2${I-Q+YEk..LS+G$:$
.$HY#+,J0I;.2${I5L%Ic0$;Il$f$\->$;%0.2$
{I-Q+(&!GW$w-Y#$@Ipi+LEV-L;5
• $jIIEV+i.2$#$2)+-.B$>+;$jIIEV+i!H‰QY.$EVI;-
+8INp.g;2.!0I.>%5$jIIEV+;N.$EVI.LI.$;$Q+0!G
W$w-mY#$i.$2$I$+Q+0%>+!GW$w--Q+5TGW$w--Q+L&-a.$

$f.!U$f(&$jIIEV+;N.$EVI#$i#${$ )a+Q+$i-IEV+i
.2$#$2+$$%>.5$+c0$;Il$f)d-%I-a!GW$w-(&
$jIIEV+;N),I+Q+.$+80!GW$w-W$]$kW5
• $0$$;I;$jIIEV+W$&.LSI+j&.2$#$2+$$%>.;)+-.B$Y:NY
l#$€%€%.L%I+8.+dW.$M;I+Q+.$+8!GW$w-5lpc.0)*.2$
(&!GW$w-Y)^I.$V+mI$\->$;%)*)+,--;#$0$$;I-a"
!GW$w-5
b) Ứng dụng tính khí trong bán hàng
NHÓM 5 17

ˆQ++-)&--p#+$J%&$._$oY@I.$p-.;+{I.$+pcw-J%!U#d.$kW
(&$jI%>+.2$#$2+$$%>.Y!@+A+(&-:$.L%I#+$J%&$+$R&R~IEV+
!0IWR)Z)E&L&-S..E"I#+$J%&$$E&._IiY-S..E"I#+$J%&$
)S)0%Y)i;IHI-0N.2$.$R%Npl(&$2$IEV+.+pJ]IYiI$B&;
gW)*.-0N.2$.$R%) )*.$;IK.$,(#$0$$;I$H#$@Icg.#$0$$;I-&
-0N.2$)EkgW)*.$;I%>.5
I;N)iY.$M.LEVI-0N.2$i+$I;-0N.2$0$/1„3i+L+pIn
`! #$&+YIEV+!XJKIW$G+$\W$-&Q+I+0#$@I$Lz0%>+-0N.2$Q+
\$:$)M$!—Y#$@I.$,cA!I$&N/I\WY)+$r$$&N$Np-@$i&$H
{I5;#$0$$;I>+@-a$+d-0N.2$(&-:$i$jI$H{IW$]
$kWQ+@I+8;$l!XJKI(&$'5$EI$jI-0N.2$.Lp.$M.LEVIf
)i)Z)Ek.$+d.W!—0$H{I;#$@I.$,)+$r$$&N.$&N)A+)Ek$jI
$H{I;N5i$jI$H{IIEV+J]Il.$:#$@Ii$EIIEk>+i0+
$'#$@Ic&%I+V!XJKI.$:@)Ek.$+d.W!—5g-cg.)Ek$l;N(&
#$0$$;I;$L&)Ek$EQI)+-Q+.L%I#+$J%&$I;$-0N.2$Y+$&R
R)ZI+fW$%@I.N(&-:$)>.)Ek$mI.$;$@I.L%II;$@II$+8W
q#$@I#$%&$EkIs;N5
$U!UYR;J;$$%-0N.2$0$/)fIQ+GI$B&)RnI$B&ciI
(&I@._5tM$$EQI.$R%.L+d.#+$J%&$q.$U!U.$/.$+8Q+#$0$$;Is
I+fW$%Ri.$,$w-U$i&+$#+8),@I+8gWL0WY.$&N.$d$%*!X&

$j&L\.JbJ;I;.+8k+5_)iIHI$%#$0$$;I%>+-0N.2$-;#$0$
$;Il;-aiY.>%L&$%#$0$$;I$+!UU&$'#$0$&.2${IY
@I!\.;I+0G5]N.$R%$l!XJKI-;#$0$$;Ii.$,)*.$ZIgWL0W$%
-:$$+d-0N.2$L+pI
@$:$#+$J%&$.LU.+dW(&R#d.$kW$+Nd.a$…-I\W$jI
!GW$w-iI+0.LM.a.$\.$%#$0$$;I5ti;$jI!GW$w-)Ek.]Nc+dQ+
-HI+0.$\WY.$p-;%)i;$:$.$HI+&%$;I$&$;JM$K#$0$$;I$%;$G%5
NHÓM 5 18

ˆQ+W$E I.$H$%>.)SI.$R%-@$:$#+$J%&$.LU.+dWY.\.G0!GW$w-(&
RI\W$%#$0$$;I))Ek!G[\..$R%) )*.$;I50$.$H;N)Z
)E&.W)%;-0N.2$R.L".$;$$;!G[\.;W$/W$a+.LU.+dW0$8.$aI
-0N.2$Q$\..$dI+Q+5
S.  #$0$ $;I  i .$,  I'+ )+8 .$%>+  .Q+  $+  $0$  R $&N  .LN W .Q+
˜˜˜5JR5%-),)*.$;I$+d-0N.2$Q+\$:$-;-:$-%I-a5L%I
`I=I;N$+d-0N!v)EkI+&%..&N#$0$$;I;]I-S.\$:$)iY-H
I+0R)E&L&.$\W$ 7}~7=ŽI+0(&0)a+.$(>$.L&$5xp>$)iYJM$KcG%
.L:YcG%JE•I(&R)Ek)0$I+0;L\.$%;$G%5$0$$;I.$EVIJbcUcS+
-h+#$+-0N.LK.L*Y$+,)Ek./-#$0$$;IYR.$+d.WI&N-S.)EVIJ/N
iIW$KK9D™9DI+VY)0WHI-'+Npl(&#$0$$;I|I\WJM$K${-
!i#$0$$;I.>+$;5d.<G;Ri.$H$>IjI$g.L%I$jI@I.N$;I
)lQ+!GW$w-.+N;JM$K$%;$G%5
W)%;R.$EVI[Np#d.a+Q+$+#$0$$;I.2$+8-$Z$+8
(&-:$Y.>% $S+$%$'+d.c;+;){I.Lp0.L&I˜Rc$.#)+8.X1c%I3(&
.W)%;5$jI#$0$$;I;NG-.$\NL\.+:)Ek$+IEV+c+d.)dY)Ek
$HI.o)Ek#$G{I$+,c+d.!/@II$8(&-:$Y.L%I#$+Ri $S+
.$$f..$p-$+#$0$$;I-Q+)dQ+0.L&I˜Rc(&-:$;#d.a+Q+$'5
$Vc0$;I.LU.+dWpR#$@IW$G+.LG.+$%0$;W$/W$a+.LII+&5%
)iI+0.$\W$ -Hc:$</.Q+79Ž!%Q+0)a+.$(5l9™6EkI!GW$w-(&
R)Ekc0$%0$2$W$(Y0.W)%;Q;0.A$HI+0%JK5

š›)=>STS_abU=>Y!%Z[!%,
$;.+pW$%I.L%I-@$:$c0$;I.LU.+dW$+8)&Ic0$ D6.L+8T
I+0.LM-0N.2$-h+I;N._$ F}<aI+&<&$jI˜Rc!+.RY-&I>+$ =}Ž
NHÓM 5 19

J%&$.$.L%I.AIJ%&$.$(&.W)%;5$0$$;I-&.$R%$:$.$H;NL\.)&
J>IY._0$/$%.Q+0.A$H#+$J%&$Q5ˆ+80WJKI)*)+,-./-2#$0$
$;I;%.L%I#+$J%&$)ZI+fW$%RI&N.L%I{-)l.+p#+$J%&$)>.C6
.L+8T5{-7PFFYR.$&-I+&;%.$M.LEVI$HI#$%0Q+I+0#$"+)l;FY=
T™„5{-{-!&YR)Z.$S;%$;I$jI$ZI-0N.2$$;I)l.$dI+Q+5
{-7PP=YI+0.LMAW$+d(&Rp)d7}}T™„;{-7PPCYRc0L&$+d
„.$H7}.L+85
+$&RR)ZW$0.-+$L&-S.-@$:$#+$J%&$-;G.$dI+Q+-a$'
$o+5$d$EI!&$+{-Y#$@I&+i.$,!&%$€W$%;.%;-@$:$;N5ta+Q+
RY)+)i$‹IiI:>c"+$+d-i$ZI;%i)()+#+8),!&%$€W)lN)(-@
$:$#+$J%&$(&-:$5I&NG#$+-a0WJKI-@$:$;NY.$:0$ZIiN
.2mI#$@IJ0-->%$+,-._co@I+8#+$J%&$;->IEQ+.+p.$K!G
W$w-<R.$S5@$:$Ri.0JKI#$2$8$EI#$i!&%$€WINp[::i
<0)S)0%5
NHÓM 5 20

=_=c" cXE!%U=>Y!%Z[!%\]\=^ !"!XE!%TS XB!"TS_!
X`ab$!%&
Rl$f.L'I;%+8/I&%I+0.LM#$0$$;I5$&+.$00.$@I!a
c0$;I;Jj+8#$0$$;I._J%&$!a.LU.Nd!v$%W$€WR)i)l$l
.L%I.$M.LEVI„+p.KW$0..L+,5E I.UYJ%&$!a;Jj+8W$G$^+.E I)a+
$j2$.L%I+8/I&%I+0.LM#$0$$;I.L%I-h+-GI#$0$$;IL+pIc+8.5
@I.Nl+p.K#+,-.L&Y[R-[€.!v$%.$\N0[$EQI)&I.$M$$;$Y
!U.$&N)A+.L%I.$0+)S(&#$0$$;I5t+;NG$$E"IQ)d./-.L%I$%>.
)SI-&!g-(&#$0$$;I

 .$dj&YRlJN.L:-S.-a+<&$8.a.Q+0$;I\W;#$0$
$;IY)*c+8.;#$0$$;I.A$H~)/N;.W#$0$$;I$2$(&@I.N5
NHÓM 5 21


$2$\.A+c.(&-S.IEV+Il$E;.$S.2$#$@I.$,.$&N)A+5N
$+p.2$0$(&-S.IEV+.$:#$0Yii.$,.$&N)A+$%*i.$,L†N8Y)*c+8.
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-+$Y)%;#d.Y{I)SIY!0I.>%5_)i.>%L&-S..W.$,jI->$5i.$,i+
$2$+8[/NJUI{$i&J%&$I$+8W)ZI+fWRI;N;IjI->$.Lp.$M
.LEVI5ta+Q+#$0$$;I.$:@I.N@hU.:-$+,YI$+pH)*)+,-./-
(&._I)a+.EkI#$0$$;I),._)i)0WHI-S.0$.a.$\.)a+Q+$'
NHÓM 5 22
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dG)2)I1
75 x;+I+GI./-<G.LMJ%&$I$+8W
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NHÓM 5 23
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tSWŠUJ%Š>$W$f
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NHÓM 5 24