bg quan tri thuong hieu

Hc vin cng ngh bu chnh vin thng

BI GING:

QUN TR THNG HIU (H i hc Ngnh QTKD)

Bin son v hiu chnh:

THS. Hong L Chi

TS.Trn Th Thp

H NI - 2013

PTIT

LI M U....................................................................................................................... 1

CHNG 1: MT S VN CHUNG V THNG HIU...................................... 21.1. QUAN NIM V THNG HIU ...................................................................................... 21.2. VAI TR CA THNG HIU .......................................................................................... 5

1.2.1. Vai tr ca thng hiu i vi ngi tiu dng ................................................... 51.2.2. Vai tr ca thng hiu i vi doanh nghip ....................................................... 8

1.3. THNG HIU - TI SN CA DOANH NGHIP .................................................... 111.3.1. Khi nim gi tr thng hiu...............................................................................111.3.2. M hnh gi tr thng hiu..................................................................................13

CHNG 2: XY DNG THNG HIU ....................................................................192.1. CC LOI THNG HIU V M HNH XY DNG THNG HIU............. 19

2.1.1. Cc loi thng hiu ............................................................................................192.1.2. M hnh xy dng thng hiu ............................................................................22

2.2. QU TRNH XY DNG THNG HIU .................................................................... 262.2.1. Nghin cu th trng..........................................................................................262.2.2. Xy dng tm nhn thng hiu...........................................................................272.2.3. Hoch nh chin lc thng hiu......................................................................282.2.4. nh v thng hiu .............................................................................................282.2.5. Xy dng h thng nhn din thng hiu ...........................................................312.2.6. Truyn thng qung b thng hiu.....................................................................322.2.7. nh gi thng hiu...........................................................................................32

2.3. LA CHN CHIN LC PHT TRIN THNG HIU........................................ 332.3.1. M rng dng sn phm.......................................................................................332.3.2. M rng thng hiu ...........................................................................................342.3.3. a thng hiu ....................................................................................................352.3.4. Cc thng hiu mi............................................................................................35

CHNG 3: THIT K H THNG NHN DIN THNG HIU......................... 393.1. TN THNG HIU............................................................................................................ 40

3.1.1. Khi qut v tn thng hiu ...............................................................................403.1.2. Yu cu i vi tn thng hiu ..........................................................................423.1.3. Quy trnh v cch t tn thng hiu..................................................................44

3.2. BIU TRNG (LOGO) THNG HIU.......................................................................... 503.2.1. Khi nim chung v biu trng ............................................................................503.2.2. Vai tr ca biu trng trong kinh doanh ...............................................................513.2.3. T chc nghin cu thit k biu trng ................................................................51

3.3. THIT K CC YU T NHN BIT KHC CA THNG HIU...................... 56

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3.3.1. Cu khu hiu (slogan) ........................................................................................563.3.2. Bao b ..................................................................................................................573.3.3. Biu tng...........................................................................................................583.3.4. Cc du hiu thnh gic (nhc hiu, nhn m thanh).............................................593.3.5. Cc du hiu khc................................................................................................59

3.4. NHT TH HA CC TN HIU NHN BIT THNG HIU.............................. 603.4.1. Nhn bit qua h thng gi tr ca doanh nghip ..................................................623.4.2. Nhn bit qua hot ng ca doanh nghip ..........................................................623.4.3. Nhn bit qua knh truyn thng th gic .............................................................62

CHNG 4: BO H THNG HIU..........................................................................654.1. NG K BO H CC YU T THNG HIU.................................................... 65

4.1.1. Nhng vn chung ............................................................................................654.1.2. Quy trnh ng k bo h.....................................................................................714.1.3. Ni dung ng k bo h ....................................................................................75

4.2. BO V TI SN THNG HIU KHI B VI PHM ................................................ 814.2.1. Quyn v ngha v ca ch s hu thng hiu ...................................................814.2.2. Bo v quyn i vi thng hiu........................................................................81

CHNG 5: QUN L THNG HIU TRONG QU TRNH KINH DOANH.......855.1. QUN L TI SN THNG HIU............................................................................... 85

5.1.1. nh gi thng xuyn ti sn thng hiu ca doanh nghip .............................855.1.2. o lng gi tr ti sn thng hiu (nh gi thng hiu).................................88

5.2. PHNG PHP QUN TR A THNG HIU ........................................................ 915.2.1. Cc mc tiu chnh trong vic qun tr a thng hiu .........................................915.2.2. Phng php qun tr a thng hiu...................................................................92

5.3. CC VN C TNH QUYT NH KHC I VI VIC QUN TRTHNG HIU ............................................................................................................................. 92

5.3.1. M rng, loi b v lin kt cc thng hiu........................................................925.3.2. Hi sinh cc thng hiu .....................................................................................93

5.4. VAI TR CA NH NC TRONG XY DNG V QUN L THNG HIU 98TI LIU THAM KHO ....................................................................................................99

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1LI M UThng hiu c vai tr quan trng khng ch i vi doanh nghip m c i vi ngi

tiu dng. Thng hiu mnh l ti sn v gi ca doanh nghip. Nhn thc v gi tr ca mtthng hiu mnh lm thay i cn bn hot ng cng nh c cu t chc kinh doanh canhiu doanh nghip trong nhng nm gn y. Nhiu doanh nghip nc ngoi xm nhpvo th trng Vit Nam v tm kim nhiu li nhun thng qua qu trnh: xy dng thnghiu, pht trin thng hiu v chuyn giao thng hiu. Nhiu doanh nghip trong ncchuyn hng t pht trin sn phm sang pht trin thng hiu v rt thnh cng.

Tuy thng hiu vai tr quan trng nh vy v chc nng qun tr thng hiu ngycng c coi trong nhng qu trnh xy dng v pht trin thng hiu ca cc doanh nghiphin nay gp rt nhiu kh khn xut pht t mt s nguyn nhn sau:

- Cc doanh nghip cn hiu cha ng v vai tr ca thng hiu, cha hoch nhc mt chin lc pht trin thng hiu hp l.

- Bn thn qu trnh hoch nh chin lc thng hiu ca doanh nghip cng dinra mt cch ri rc, khng nht qun.

- Mt s yu t lin quan n thng hiu c xc nh qua nhiu nm trongsut qu trnh pht trin doanh nghip nh: c cu t chc, cc sn phm dch v, cc nhnhiu c cp chng nhn s hu tr tu, tnh cm ca cng chng lm cho doanhnghip d xc nh c mt chin lc thng hiu r rt trong tng lai cng rt khkhn trong qu trnh thc thi chin lc thng hiu mi ca mnh.

To dng v qun tr mt thng hiu l c mt qu trnh marketing hon chnh ihi s n lc phn u khng ngng v s u t thch ng ca doanh nghip nhm xydng duy tr, bo v, cng c gi tr ti sn thng hiu ca doanh nghip trn thng trng.

Qun tr thng hiu l mt mn hc trong chng trnh i hc Ngnh Marketing vQun tr Kinh doanh ca Hc vin Cng ngh Bu chnh Vin thng. Bi ging "Qun trthng hiu" c bin son nhm trang b cho sinh vin kin thc v k nng qun trthng hiu trong doanh nghip. Mn hc cng gip sinh vin nhn thc v v tr, vai tr cachc nng qun tr thng hiu trong doanh nghip, hiu v vn dng tt cc k nng cnthit i vi ngi qun tr thng hiu, cui cng l nhn thc c xu hng pht trinkinh doanh hiu qu thng qua xy dng v pht trin thng hiu mnh trn th trng.

Hy vng y s l ti liu thc s cn thit cho sinh vin i hc ngnh Marketing vQun tr Kinh doanh ca Hc vin Cng ngh Bu chnh Vin thng, ng thi l ti liutham kho hu ch cho sinh vin ni chung, cc nh qun tr doanh nghip v bn c quantm n vn ny.

Mc d c rt nhiu c gng trong qu trnh bin son song bi ging kh trnh khithiu st v hn ch nht nh. Tc gi rt mong nhn c kin ng gp ca bn c tip tc hon thin v nng cao hn na cht lng bi ging. Tc gi xin chn thnh cm ncc bn ng nghip gp , gip trong qu trnh bin son ti liu ny.

TH.S. Hong L Chi

TS. Trn Th Thp

PTIT

Chng 1: Mt s vn chung v thng hiu

Hc vin cng ngh Bu chnh Vin thng 2

CHNG 1: MT S VN CHUNG V THNG HIU

GII THIU CHNG:

Chng 1 bao gm nhng ni dung chnh sau:

- Quan nim v thng hiu- Vai tr ca thng hiu i vi ngi tiu dng v i vi doanh nghip

- Khi nim gi tr thng hiu v m hnh gi tr thng hiu

Kt thc chng, sinh vin cn t c nhng mc tiu c bn sau:

- Hiu cc khi nim, nh ngha v: Thng hiu; Vai tr ca thng hiu; Gitr thng hiu; v M hnh gi tr thng hiu

- Nm bt c cc ni dung: Cc quan nim v thng hiu; Vai tr cathng hiu; Thng hiu ti sn ca doanh nghip.

- Vn dng : Nu c khi nim thng hiu theo quan im c nhn vphn tch; Minh ha c vai tr ca mt thng hiu c th; Phn tch vminh ha c cho pht biu Thng hiu l ti sn ca doanh nghip.

1.1. QUAN NIM V THNG HIUHin nay, thut ng thng hiu ang c s dng rt rng ri Vit Nam. Ti rt

nhiu din n cng nh trn cc phng tin thng tin i chng u ni n thng hiu.Tuy nhin, vn ang cn tn ti mt s quan nim khc nhau v thut ng ny. C quan nimth ng ngha nhn hiu vi thng hiu, c quan nim th li phn bit nhn hiu vi thnghiu. Trong h thng cc vn bn php lut ca Vit Nam hin nay khng c khi nim vthng hiu m ch c cc khi nim nh nhn hiu hng ha, tn thng mi, ch dn a lhay tn gi xut x hng ha. Do vy, khi nghin cu hoc ng dng nhng vn lin quann thng hiu cn phi tm hiu y cc quan nim khc nhau v thng hiu. Chng tas xem xt mt s quan nim ch yu v thng hiu sau y:

Di gc Marketing:Hip hi Marketing M (American Marketing Association - AMA) nh ngha:

Thng hiu (brand) l mt ci tn, biu tng, k hiu, kiu dng hoc s phi hp tt ccc yu t ny c th nhn bit hng ho hoc dch v ca mt ngi bn cng nh phnbit n vi hng ho hay dch v ca nhng ngi bn khc.

Di gc ng dng trong i sng thng mi:Trong i sng thng mi, ngi ta cho rng thng hiu chnh l s biu hin c

th ca nhn hiu hng ha, l ci phn nh hay biu tng v uy tn ca doanh nghip trucngi tiu dng. Thut ng thng hiu l mt t c m Hn - Vit, c th bt ngun t khinim Trade Mark theo , t Trade c ngha trong ting Vit l thng mi, cn t Mark cngha l du hiu. V mt k thut, do nhng thnh t cu thnh nn thng hiu rt gn vi

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nhn hiu hng ha nh tn gi, logo, cu khu hiu... nn thng hiu thng c hiu lnhn hiu hng ha c bo h v c php lut cng nhn. Thng hiu hon tonkhng c g khc bit so vi nhn hiu. Vic gi nhn hiu l thng hiu ch l s thch dngch m thi v mun gn nhn hiu vi yu t th trng, mun m ch rng, nhn hiu c thmua bn nh nhng loi hng ho khc. Tuy nhin trong thc t, cc yu t c trong nhnhiu hng ha li hp hn so vi nhng ci g m ngi ta hnh dung v thng hiu. C thl cc yu t khc nh khu hiu (slogan), hnh dng v s c bit ca bao b, m thanh thmch l mi v... l nhng yu t khng thuc v nhn hiu hng ha.

Mt khc, nu cho rng thng hiu l nhn hiu c ng k bo h, v v th nc php lut tha nhn v c kh nng mua i bn li trn th trng. Theo quan nim nyth cc nhn hiu cha tin hnh ng k bo h s khng c coi l thng hiu. Vy thkhng l gii c i vi cc sn phm ng k bo h nhn hiu quc gia ny nhngcha ng k bo h quc gia khc. Hoc khng l gii c i vi trng hp thnghiu qu ni ting i vi ngi tiu dng nhng ngi ch s hu thng hiu cha tinhnh bt k th tc bo h no.

Di gc s hu tr tu:Thng hiu l thut ng ch chung cc i tng s hu tr tu thng c nhc

n v c bo h nh nhn hiu hng ha, tn thng mi, ch dn a l hoc tn gi xutx hng ha.

Nhn hiu hng ha (Lut S hu tr tu 2005): l du hiu nhn thy c didng ch ci, t ng, hnh v, hnh nh, k c hnh ba chiu hoc s kt hp cc yu t ,c th hin bng mt hoc nhiu mu sc; c kh nng phn bit hng ho, dch v ca chs hu nhn hiu vi hng ho, dch v ca ch th khc. Cc khi nim ln cn khc cnquan tm l nhn hiu tp th, nhn hiu chng nhn v nhn hiu ni ting.

Tn thng mi (Lut S hu tr tu 2005): l tn gi ca t chc, c nhn dngtrong hot ng kinh doanh phn bit ch th kinh doanh mang tn gi vi ch th kinhdoanh khc trong cng lnh vc v khu vc kinh doanh. Khu vc kinh doanh l khu vc a lni ch th kinh doanh c bn hng, khch hng hoc c danh ting. Tn thng mi cbo h nu c kh nng phn bit ch th kinh doanh mang tn thng mi vi ch thkinh doanh khc trong cng lnh vc v khu vc kinh doanh.

Ch dn a l (Lut S hu tr tu 2005): l du hiu dng ch sn phm cngun gc t khu vc, a phng, vng lnh th hay quc gia c th. Ch dn a l cbo h nu p ng hai iu kin: Th nht, sn phm mang ch dn a l c ngun gc al t khu vc, a phng, vng lnh th hoc nc tng ng vi ch dn a l; Th hai,sn phm mang ch dn a l c danh ting, cht lng hoc c tnh ch yu do iu kina l ca khu vc, a phng, vng lnh th hoc nc tng ng vi ch dn a l quyt nh.

Tuy nhin trong thc t, mt nhn hiu c th bao gm c phn tn gi xut x v chdn a l (V d: ru vang Bordeaux, nc mm Ct Hi, la Vn Phc...) v nhn hiu cth c xy dng trn c s phn phn bit trong tn thng mi (V d Vinaconex c tonn t tn Tng cng ty xut nhp khu xy dng Vinaconex).

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Mt s quan nim khc:Mt quan im khc cho rng thng hiu chnh l tn thng mi, n c dng

ch hoc/v c gn cho doanh nghip, cn tn ca cc sn phm hng ha ca doanh nghip chnh l nhn hiu hng ha. V d: VNPT l tn thng hiu, cn MyTV (dch v truynhnh tng tc ca VNPT) l nhn hiu hng ha. Tuy nhin nh vy th s khng l giic Bitis l g khi tn cng ty sn xut ra n l Cng ty TNHH sn xut hng tiu dngBnh Tin. Trn th trng hin ti khng c sn phm no ca cng ty c tn l Bnh Tin c.

Ngoi ra, do s lng cc loi sn phm ca cc doanh nghip a ra th trng ngycng nhiu, di v s cc thng hiu khc nhau lm thay i v cn bn vai tr cathng hiu trong kinh doanh. By gi phn ln khch hng tim nng trn th trng davo thng hiu ra quyt nh la chn v quyt nh mua. Do vy, Ambler, T&C. Styles nh ngha thng hiu l mt tp hp cc thuc tnh cung cp cho khch hng mc tiucc gi tr li ch m h tm kim. Khi sn phm c coi ch l mt thnh phn cathng hiu, c chc nng ch yu l cung cp gi tr li ch tiu dng cho khch hng. Vcc thnh phn khc ca marketing hn hp nh gi, phn phi hay xc tin l nhng yu thay cng c to nn mt thng hiu ni ting trn th trng m thi.

Xut pht t nhng quan nim trn, c th hiu thng hiu mt cch tng i nhsau: Thng hiu l tng hp tt c cc yu t vt cht, thm m, l l v cm xc ca mtsn phm (hoc doanh nghip), bao gm bn thn sn phm, tn, logo, hnh nh v mi sth hin hnh nh, dn qua thi gian c to dng r rng trong tm tr khch hng nhmthit lp mt ch ng ti .

Nh vy thng hiu l mt thut ng vi ni hm rng:

Th nht, l hnh tng v hng ho hoc doanh nghip. l hnh tng th ch cci tn, ci biu trng thi cha ni ln tt c. Yu t quan trng n ng sau l lm chonhng ci tn, ci biu trng i vo tm tr khch hng chnh l cht lng sn phm, cchng x ca doanh nghip vi khch hng v vi cng ng, nhng li ch ch thc chongi tiu dng do nhng sn phm mang li.

Th hai, nhng du hiu thng hiu phi c xc lp v tn ti r rng trong tm trkhch hng. Thng qua nhng du hiu , khch hng d dng nhn bit sn phm cadoanh nghip trong mun vn nhng hng ho khc.

Th ba, xt di gc gi tr m thng hiu cung cp cho khch hng, th ngoi ccthuc tnh chc nng hay cng dng ca sn phm thng thng, thng hiu mang li nhngcm xc t sn phm . V hn th na, theo Philip Kotler, mt thng hiu sut sc mangli mu sc v m hng cho sn phm ca doanh nghip.

Mt s cu trch dn di y th hin r vai tr quan trng ca thng hiu:

Nu phi chia cng ty ca ti, ti s nhn v mnh tt c cc thng hiu, tn thngmi v li th thng mi, cn cc bn c th ly i tt c cc cng trnh xy dng, c gch vva na, ri ti s kinh doanh pht t hn - John Stuart, cu Ch tch ca Tp on Quaker.

Sn phm l ci m doanh nghip to ra trong sn xut, cn ci m khch hng chnmua li l thng hiu. Sn phm c th b cc i th cnh tranh bt chc cn thng hiu

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l ti sn ring ca doanh nghip. Sn phm nhanh chng b lc hu. Cn thng hiu (nuthnh cng) th c th cn mi vi thi gian - Stephen King, Tp on truyn thng WPP.

Ton b nh my v c s ca chng ti ngy mai c th chy tri, nhng khng cg c th chm n c gi tr ca cng ty chng ti vn tht s nm trong danh ting cathng hiu v tri thc tp th trong cng ty chng ti Roberto Goizueta, c Tng Gimc iu hnh Coca Cola.

Cc cu ni ny th hin mt cch nhn nhn mi m v tng qut v gi tr cathng hiu i vi mi doanh nghip. Cc nh qun tr doanh nghip trn th gii nhnthc r tm quan trng ca thng hiu trong hot ng kinh doanh. Nhn thc ny thayi ng k chin lc kinh doanh ca khng t doanh nghip: t phng chm pht trin snphm chuyn sang pht trin thng hiu. Thng hiu sut sc l con ng duy nht dnn li nhun vt trung bnh v bn vng. Nhng thng hiu ln thng th hin nhng lich v cm xc ch khng phi thun ty v l tnh.

Bng 1.1. Phn bit nhn hiu v thng hiu

c trng Nhn hiu Thng hiu

Thut ng Trademark Brand

Tnh hu hnh Nhn thy, s m, nghe (hm xc nhn bn ngoi)

Bao gm c hu hnh v v hnh:cm nhn, nhn thc

Gi tr Thng th hin qua h thng ssch k ton

Hu nh cha c cng nhn trongs sch k ton

Tip cn Di gc lut php Tip cn di gc ngi tiudng

Bo h Lut php chng nhn v bo h Ngi tiu dng chng nhn, tin cyv trung thnh

Nhi, gi C hng nhi, hng gi Khng c trng hp nhi, githng hiu

Ph trch Lut s, chuyn vin php l Chuyn vin qun tr, marketing

1.2. VAI TR CA THNG HIU1.2.1. Vai tr ca thng hiu i vi ngi tiu dng

1.2.1.1. Thng hiu gip khch hng xc nh ngun gc, xut x ca sn phm

Mi sn phm ca doanh nghip ny s mang mt tn gi hay cc du hiu khc visn phm ca doanh nghip khc, v th thng qua thng hiu ngi tiu dng c th nhn

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dng sn phm ca tng doanh nghip. Trong thc t, ngi tiu dng lun quan tm ncng dng hoc li ch ch thc m sn phm mang li cho h, nhng khi cn phi la chnsn phm th hu ht ngi tiu dng li lun n thng hiu, xem xt sn phm canh cung cp no, nh sn xut no, uy tn hoc thng ip m h mang n l g, nhngngi tiu dng khc c quan tm v n hng ho, dch v mang thng hiu khng.

1.2.1.2. Thng hiu gi vai tr quan trng trong vic bo hiu nhng c im vthuc tnh ca sn phm ti khch hng

C th phn loi hng ha, sn phm thnh 3 nhm khc nhau cn c vo thuc tnhv li ch ca sn phm l:

- Hng ha tm kim: Cc li ch ca hng ha c th c nh gi bng mt (scng cp, kch c, mu sc...)

- Hng ha kinh nghim: Cc li ch ca hng ha khng th d nh gi bng mt mcn phi th sn phm tht v kinh nghim s dng sn phm l cn thit ( bn, d sdng, cht lng dch v gia tng nh bo hnh, bo tr...)

- Hng ha tin tng: cc thuc tnh ca hng ha rt kh c th bit c.

Vic nh gi, gii thch cc thuc tnh v li ch ca loi hng ha kinh nghim vhng ha tin tng l rt kh khn nn thng hiu tr thnh du hiu c bit quan trng vcht lng v cc c im khc khch hng d nhn bit hn.

1.2.1.3. Thng hiu gip khch hng tit kim chi ph tm kim sn phm

Nh nhng kinh nghim i vi mt sn phm v chng trnh tip th ca sn phm, ngi tiu dng bit n thng hiu. H tm ra thng hiu no tha mn c nhu cuca mnh v thng hiu no th khng. Nu ngi tiu dng ra mt thng hiu v c mtvi kin thc v thng hiu , h khng phi suy ngh nhiu hoc tm kim, x l nhiuthng tin a ra quyt nh v tiu dng sn phm. Do vy c th coi thng hiu l cngc nhanh chng hoc l cch n gin ha i vi quyt nh mua sn phm ca khch hng.y cng chnh l iu quan trng nht m mt thng hiu cng nh mt doanh nghipc gn vi thng hiu cn vn ti.

Thng thng ti mt im bn hng no c rt nhiu loi sn phm c chobn. Ngi tiu dng s phi a ra quyt nh la chn sn phm ca nh cung cp ny hayca nh cung cp khc. C th c 3 kh nng xy ra. Mt l, khch hng bit, tiu dngv tin tng mt thng hiu no , khi qu trnh la chn s din ra ht sc nhanhchng. Ngay lp tc ngi tiu dng chn sn phm mang thng hiu a thch hoc lachn thng hiu a thch vi i cht so snh v tham kho cc thng hiu khc. Hai l,khch hng tuy cha tiu dng sn phm mang thng hiu no , nhng qua thng tin mh c c (qua cc chng trnh qung co, s gii thiu ca bn b hoc qua cc knhthng tin khc) h c nhng cm nhn v n tng ban u v mt thng hiu, khi khnng la chn s thin hng v thng hiu c bit n t nhiu vi s so snh vi ccthng hiu khc. Lng thng tin n vi khch hng cng nhiu v cng a dng th khnng la chn thng hiu cng cao. Th ba, khch hng cha c mt cm gic hay ntng no v sn phm s la chn. Khi h s phi cn nhc, suy ngh v la chn sn

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phm mang mt trong cc thng hiu. Vi trng hp th ba, tn thng hiu cha to ra mt s tin tng v li ko m cn c cc thng tin v ch dn a l hoc tn gi xutx ca sn phm, nhng du hiu cht lng hoc s vt tri ca dch v i km. Tuy nhin,trong c 3 trng hp trn, s ni bt v hp dn, nhng thng tin ca thng hiu lun ngvai tr quan trng li ko khch hng.

1.2.1.4. Thng hiu lm gim ri ro khi quyt nh mua v tiu dng mt snphm

Ngi tiu dng da vo thng hiu hoc hnh nh ca doanh nghip nh s bom cho hng ho, dch v h mua s p ng cc yu cu nht nh. Thng hiu quen thuchay ni ting lm gim lo lng v ri ro khi mua hng cho khch hng tim nng.

Cc ri ro m khch hng c th gp phi l:

- Ri ro chc nng: sn phm khng c nh mong mun.

- Ri ro vt cht: Sn phm e da sc khe hoc th lc ca ngi s dng hocngi khc.

- Ri ro ti chnh: Sn phm khng tng xng vi gi tr.

- Ri ro x hi: Sn phm khng ph hp vi vn ha, tn ngng hoc chun mco c ca x hi.

- Ri ro thi gian: Sn phm khng nh mong mun dn n mt i chi ph c hi tm sn phm khc.

Khi khch hng nhn thy nguy c ri ro v mun phng trnh cc nguy c ny thcch tt nht l h s chn mua sn phm ni ting, v vy thng hiu l cng c x l ri rort quan trng.

1.2.1.5. Thng hiu gip khch hng biu t v tr x hi ca mnh

Vic mua cc thng hiu nht nh cn c th l mt hnh thc t khng nh hnhnh ca ngi s dng. Mi thng hiu khng ch c trng cho nhng tnh nng, gi tr sdng ca hng ho, dch v m cn mang trn n c mt nn tng tng trng cho mt dngsn phm cung ng cho nhng ngi c a v x hi.

Thng hiu gp phn to ra mt gi tr c nhn cho ngi tiu dng, mt cm gicsang trng v c tn vinh. Thc t, mt thng hiu ni ting s mang n cho khch hngmt gi tr c nhn no trong cng ng, n lm cho ngi tiu dng c cm gic csang trng hn, ni bt hn, c ng cp hn v c tn vinh khi tiu dng hng ho mangthng hiu .

Ch :Thng hiu c vai tr tc ng rt khc nhau gia cc loi sn phm v gia cc

nhm ngi mua. Mt s nhm khch hng c thu nhp thp s c hnh vi mua theo tiuchun gi c nn vai tr ca thng hiu t nh hng n s la chn ca h. Cc nhmkhch hng c thu nhp cao, trnh vn ho cao c hnh vi mua theo tiu chun gi tr ththng hiu chi phi ln n s la chn ca h. V d, tn thng hiu qun o c th quantrng i vi thanh nin thnh ph, nhng li t c ngha i vi nhng ngi nng dn.

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Thng hiu khng ch quan trng i vi th trng hng tiu dng, chng cng ltrung tm ca th trng cng nghip. i vi khch hng t chc, thng hiu cng l tiuchun mua quan trng v l c s ch yu h nh gi, la chn khi mua.

1.2.2. Vai tr ca thng hiu i vi doanh nghip

1.2.2.1. Thng hiu to dng hnh nh doanh nghip v sn phm trong tm trngi tiu dng

Ngi tiu dng s la chn hng ho, dch v thng qua s cm nhn ca mnh. Khimt thng hiu ln u tin xut hin trn th trng, n hon ton cha c mt hnh nh notrong tm tr ngi tiu dng. Nhng thuc tnh ca hng ho nh kt cu, hnh dng, kchthc, mu sc... hoc cc dch v sau bn hng s l tin ngi tiu dng la chnchng. Qua thi gian, bng kinh nghim trong s dng v nhng thng ip m thng hiutruyn ti n ngi tiu dng, v tr v hnh nh ca hng ho, dch v c nh v dn dntrong tm tr khch hng.

Thng qua nh v thng hiu, cc gi tr dnh cho ngi tiu dng dn c khngnh. Khi gi tr ca thng hiu c nh hnh v ghi nhn thng qua cc biu hin nhtn gi, logo v khu hiu ca thng hiu, nhng trn ht v quyt nh c c s ghinhn chnh l cht lng hng ho dch v v nhng gi tr gia tng m ngi tiu dng vkhch hng ca doanh nghip c c t hot ng ca doanh nghip (phng thc bn hng,mi quan h chun mc trong giao tip kinh doanh, cc dch v sau bn hng, quan h cngchng, cc gi tr truyn thng ca doanh nghip...).

Cc gi tr truyn thng c lu gi l mt tm im cho to dng hnh nh cadoanh nghip. Trong bi cnh hi nhp, cnh tranh, tin b khoa hc k thut pht trin mnhm, mt loi hng ho, dch v no c mt trn th trng v c ngi tiu dng chpnhn, th sm mun cng s xut hin cc i th cnh tranh. Gi tr truyn thng ca doanhnghip, hi c v hng ho, dch v v s khc bit r nt ca thng hiu s l ng lc dndt ngi tiu dng n vi doanh nghip v hng ho, dch v ca doanh nghip. Trongtrng hp hnh nh v doanh nghip v sn phm ca doanh nghip c khc ho v inm trong tm tr ngi tiu dng.

1.2.2.2. Thng hiu nh mt li cam kt gia doanh nghip v khch hng

S cm nhn ca ngi tiu dng i vi sn phm ca doanh nghip da vo rtnhiu yu t nh cc thuc tnh ca sn phm, cm nhn thng qua dch v i km ca doanhnghip, uy tn v hnh nh ca doanh nghip trong tm tr ngi tiu dng. Mt khi ngi tiudng la chn sn phm mang mt thng hiu no tc l h chp nhn gi gmlng tin vo thng hiu . Ngi tiu dng tin thng hiu v tin cht lng tim tngv n nh ca hng ho mang thng hiu m h s dng, hoc tin tng nhng dchv vt tri hay mt nh v r rng ca doanh nghip khi cung cp sn phm - iu d dngto cho ngi dng mt gi tr c nhn ring bit. Chnh tt c nhng iu ny nh mt licam kt thc s (nhng khng r rng) gia doanh nghip v ngi tiu dng.

Cc thng ip m thng hiu a ra thng qua cc phng tin truyn thng nhqung co, quan h cng chng... hay thng qua h thng nhn din thng hiu nh biutrng, cu khu hiu lun to mt s kch thch, li cun khch hng, n cha ng mt ni

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dung nh nhng cam kt ngm nh no ca doanh nghip t vic s dng sn phm.

Nhng cam kt ca doanh nghip i vi khch hng th hin di 2 dng thc:

- Cam kt ngm nh: C th l s sng khoi (Coca Cola), sun v mm mi(Organic), n ng mnh m, ch thc (X Men) Tuy nhin nhng cam kt ny hon tonkhng b rng buc v mt php l, n ch c rng buc bng uy tn ca doanh nghip v strung thnh ca khch hng. Mt doanh nghip vi phm cam kt ngm nh th kh dn nvic b khch hng khiu kin. Tuy nhin, trong cc trng hp c khiu kin th vic khiukin hon ton khng c ngha ln v mt php l nhng n nh hng thc s n uy tnca doanh nghip v lng trung thnh ca khch hng. Khch hng c th ngay lp tc quaylng li vi doanh nghip v ty chay hng ho ca doanh nghip nu s cam kt ngm nhb vi phm, vic ly li lng tin ca ngi tiu dng s rt tn km.

- Cam kt mang tnh php l: l nhng cam kt m doanh nghip hoc sn phm btbuc phi p ng. l cam kt v thnh phn, bn, kt cu... v nhng cam kt chtlng khc. Tp hp nhng cam kt ny thng c th hin thng qua nhn hng ho(label), hoc cc nhn chng nhn khc (nhn quc gia, nhn hng Vit Nam cht lng cao,nhn tiu chun).

1.2.2.3. Thng hiu nhm phn on th trng

Trong kinh doanh, cc cng ty lun a ra mt t hp cc thuc tnh l tng v ccth mnh, li ch v c im ni tri ca sn phm sao cho ph hp vi nhu cu v th hiutng nhm khch hng mc tiu. Thng hiu vi chc nng nhn bit v phn bit s gipdoanh nghip phn on th trng. Bng cch to ra nhng thng hiu c bit (nhng duhiu v s khc bit nht nh) doanh nghip thu ht c s ch ca khch hng hinti cng nh khch hng tim nng cho tng chng loi sn phm. V nh th vi tng loisn phm c th mang nhng thng hiu c th s tng ng vi tng tp khch hng nhtnh.

Cn ch rng thng hiu khng trc tip phn on th trng m chnh qu trnhphn on th trng i hi cn c thng hiu ph hp cho tng phn on nh hnhmt gi tr c nhn no ca ngi tiu dng. Thng qua thng hiu (nh l du hiu quantrng) nhn bit cc phn on ca th trng. V th thng hiu thc s quan trng gpphn nh hnh r nt hn, c tnh hn cho mi on th trng. V d nh Cng ty TNHH mphm LG Vina gii thiu cc dng sn phm m phm khc nhau cho cc phn on khcnhau: EZup v DeBon ph hp vi gi c v kh hu Vit Nam; Essance cho ngi c thunhp trung bnh, gi hp l; Ohui l thng hiu m phm cao cp dnh cho ngi c thunhp cao; v Whoo l sn phm gn vi cu chuyn huyn thoi v m phm cho ngi thunhp cao v snh iu.

1.2.2.4. Thng hiu to nn s khc bit trong qu trnh pht trin sn phm

Xut pht t nhng nh v khc nhau cho tng chng loi sn phm vi nhngthng hiu khc nhau, qu trnh pht trin ca sn phm cng s c khc su hn trongtm tr ngi tiu dng. Cng vi s pht trin ca sn phm, c tnh thng hiu ngy cngc nh hnh v th hin r nt, thng qua cc chin lc sn phm s phi ph hp vhi ho hn cho tng chng loi sn phm. Mt sn phm khc bit vi nhng sn phm khc

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bi cc tnh nng cng dng cng nh cc dch v km theo m theo to ra s gia tng cagi tr s dng. Tuy nhin, thng hiu l du hiu bn ngoi nhn dng s khc bit .Thng th mi chng loi sn phm c nh v c th s c nhng khc bit c bn vcng dng hoc tnh nng ch yu v chng thng mang nhng thng hiu nht nh phthuc vo chin lc ca doanh nghip, v th chnh thng hiu to ra khc bit d nhn thytrong qu trnh pht trin ca mt tp hoc mt dng sn phm. V d cng chng loi kemnh rng, Unilever pht trin thnh cc chng loi ring bit nhm khc ha kh nngkhng ngng pht trin sn phm ca mnh. Nhng sn phm kem nh rng P/S, chi tit ntng chng loi P/S bo v 123; P/S chuyn gia; P/S chc khe thm mt; P/S tr xanh hoacc c pht trin v c bit ho th hin sc thi phong ph ca dng sn phm kemnh rng ca hng.

1.2.2.5. Thng hiu mang li nhng li ch cho doanh nghip

Nu xt mt cch thun tu th thng hiu ch n thun l nhng du hiu phnbit hng ho, dch v, l hnh tng v hng ho, dch v v v doanh nghip trong tm trkhch hng. Tuy nhin, mt thng hiu khi c chp nhn, n s mang li cho doanhnghip nhng li ch ch thc, d nhn thy.

i vi doanh thu v li nhun, thng hiu l ti sn v hnh gp phn thu cdoanh li trong tng lai bng nhng gi tr tng thm ca hng ha:

Nu nh trc y vic thm nh kh nng sinh li v hiu qu kinh doanh ca doanhnghip thng ch da vo t sut sinh li ca vn u t, ca ti sn hay vn ch s hu...th hin nay khi c s chnh lch ngy cng ln gia gi tr ca doanh nghip trn s sch vgi tr trn th trng chng khon, cc doanh nghip ngy cng nhn thc r nt hn gi trch thc ca mnh, bao gm c ti sn hu hnh v ti sn v hnh rt c gi tr - l thnghiu.

Tng t nh nhng ti sn v hnh khc, gi tr ca thng hiu cng c cng vogi tr ca hng ha, v th gi tr ca nhng hng ha mang thng hiu mnh thng c xuhng cao hn cc hng ha cng loi. T , thng hiu gp phn tng doanh thu v linhun chung cho ton doanh nghip. iu ny th hin r nt trong trng hp thng hiu lch dn a l. Mt kt qu thm d d lun cho thy c n 40% khch hng c hi snsng tr tin cao hn hn 10% mua cc sn phm c ngun gc c bit.

i vi th phn ca doanh nghip, thng hiu duy tr lng khch hng truynthng ng thi thu ht thm nhiu khch hng mi, khch hng tim nng:

Nhng doanh nghip c thng hiu mnh to ra v cng c c lng trung thnhtrong mt lng ln khch hng truyn thng, ng thi n cn c nhiu c hi thu ht thmnhng khch hng tim nng khc, c th l nhng khch hng cha s dng sn phm cadoanh nghip bao gi v thm ch c khch hng ca cc i th cnh tranh.

i vi vic a sn phm mi ra th trng, doanh nghip s thun li v d dnghn nu c sn thng hiu:

Mi khi a ra quyt nh mua mt hng ha mi no , khch hng thng la chnnhng tn hiu, hng ln ni ting v sn cn v e ngi vic dng th cc sn phm cng loi

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ca cc hng khc km tn tui hn. C th ngi tiu dng cha bit g v sa u nnhGoldSoy CaD, nhng h li yn tm khi tiu dng nhng sn phm khc ca Vinamilk, vnh th th d mt loi sn phm no ca Vinamilk cng s d dng c chp nhn hn.C hi thm nhp v chim lnh th trng lun m ra trc cc thng hiu mnh. Mtthng hiu mnh s gip doanh nghip bn c nhiu sn phm hn. Khi thng hiu cngi tiu dng chp nhn v a chung s to dng c lng trung thnh ca khch hng,lc ngi tiu dng s khng xt nt la chn sn phm m h lun c xu hng la chnsn phm tin tng. Bn cnh , nh tc dng tuyn truyn v ph bin kinh nghim cachnh ngi tiu dng m sn phm s bn c nhiu hn. y chnh l vai tr rt tch ccca thng hiu xt theo gc thng mi v li nhun.

Thng hiu mang li nhng li th cnh tranh cho doanh nghip v gip doanhnghip c iu kin phng th cc chng li nhng i th khc:

Li th m thng hiu mang li cho doanh nghip cn phi k n s bo h caphp lut trong vic hn ch v chng li nhng i th cnh tranh ly cp bn quyn, lm ginhn mc. Nhng sn phm mang thng hiu mnh cng t gp kh khn trong khu tiuth. Mt thng hiu c coi l mnh thng to c s bn vng trong v th cnh tranhv d dng tm thy s tin cy ca khch hng vi cc sn phm ny. Ngoi ra, mt thnghiu mnh ang chim lnh th trng cng l ro cn quan trng ngn cn s thm nhp cacc i th cnh tranh mi.

Thng hiu ni ting c th thu ht u t:Thng hiu ni ting khng ch to ra nhng li th nht nh cho doanh nghip

trong qu trnh bn hng v cung cp dch v, m cn to iu kin m nh l mt s m bothu ht u t v gia tng cc quan h bn hng. Khi c c thng hiu ni ting, ccnh u t cng khng cn e ngi khi u t vo doanh nghip, c phiu ca doanh nghip sc quan tm hn; bn hng ca doanh nghip cng s sn sng hp tc kinh doanh, cungcp nguyn liu v hng ho cho doanh nghip. Nh vy s to ra mt mi trng thun licho doanh nghip trong kinh doanh, gp phn gim gi thnh sn phm v nng cao nng lccnh tranh ca sn phm. Trong thc t c khng t trng hp v mt l do no mthng hiu b suy gim lng tin, ngay lp tc c s phn ng ca cc nh u t. l sgim gi c phiu ca cng ty, cc nh u t s bn i cc c phiu ca cng ty thay v muavo khi thng hiu c a chung.

1.3. THNG HIU - TI SN CA DOANH NGHIP1.3.1. Khi nim gi tr thng hiu

Gi tr thng hiu (Brand Equity) ca mt doanh nghip c th c xem l phnchnh lch gia gi tr th trng ca doanh nghip v gi tr s sch trn bng tng kt ti snca n.

Theo Aaker (1991), gi tr thng hiu l gi tr ca mt thng hiu do t c mc trung thnh cao ca khch hng, s nhn bit thng hiu, cht lng cm nhn c,cng vi cc lin kt chc chn lin quan n thng hiu v cc ti sn khc na nh bngsng ch, nhn hiu c chng nhn v quan h vi knh phn phi.

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Gi tr thng hiu bao gm tt c nhng gi tr c th m thng hiu mang n chonhng nhm ngi lin quan (khch hng, nhn vin, c ng, cng ng). Nhng gi trny s c cng vo sn phm hay dch v nhm gia tng gi tr i vi nhng ngi linquan. Nhng thnh t cu thnh gi tr thng hiu ny phi c kt ni vi hnh nh cacng ty hoc sn phm.

Cng c quan im khc cho rng gi tr thng hiu l mt hm s ca khon chnhlch gia gi tr cho sn phm c thng hiu vi gi ca mt sn phm chung y ht mkhng c thng hiu. Thng hiu l ti sn c gi tr nht ca doanh nghip, n chim phnln nht trong gi tr th trng ca doanh nghip hoc trong gi c phiu. Tuy nhin, gi trthng hiu ca mt doanh nghip c th l mt con s m, khi thng hiu ca h c hnhnh xu i vi khch hng mc tiu.

Nhng thnh t cu thnh nn gi tr thng hiu c th khc nhau ty theo mitrng hp. Tuy vy, trn nguyn tc th s c 5 thnh t chnh: S trung thnh vi thnghiu (Brand Loyalty). S nhn bit thng hiu (Brand Awareness). Cht lng cm nhnc (Perceived Quality). Thuc tnh thng hiu (Brand Associations). Cc yu t s hukhc nh: bo h thng hiu, quan h vi knh phn phi

Thng hiu l ti sn ca doanh nghip, n l tng hp ca rt nhiu yu t, nhngthnh qu m doanh nghip to dng c trong sut c qu trnh hot ng ca mnh.Thng hiu ch c gi tr i vi doanh nghip nu n l thng hiu mnh.

Mt thng hiu mnh s mang li cho doanh nghip nhng li ch c bn sau y:

- C c kt qu kinh doanh tt hn v doanh thu, li nhun v dng tin t.

- C th a n cc kt qu ti chnh tt hn do gi c phiu tng, ch s P/E tng.

- C th c c gi bn cao hn mc gi bnh thng.

- To c lng trung thnh ca khch hng.

- To iu kin thc hin marketing thng hiu tt hn.

- To s phn bit, khc nhau vi cc i th cnh tranh.

- Gip doanh nghip d tuyn dng c nhn s gii v gi chn h li vi doanhnghip.

- C th ng vng v vt qua cc cuc khng hong kinh t, ti chnh d dng hn.

- Lm chm hay ngn chn s st gim th phn.

- Gip gim thiu nhng mu thun li ch c nhn trong doanh nghip khi mi ngiu lm vic v mc tiu chung.

- Thu ht cc nh u t v ti chnh.

Mt thng hiu mnh s to ra tht nhiu gi tr cho doanh nghip - Hnh 1.1.

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Hnh 1.1. S thng hiu to gi tr







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1.3.2. M hnh gi tr thng hiu

C hai hng chnh nhm nh gi gi tr thng hiu dnh cho khch hng. Mt lda vo l thuyt tm l hc nhn thc xem xt qu trnh nhn thc ca khch hng. Hai lda vo l thuyt tn hiu, da trn c s ca hin tng thng tin bt cn xng, qua snht qun, r rng v tin cy ca thng tin truyn ti cho khch hng l yu t quan trng khch hng nh gi gi tr ca thng hiu. Trong ti liu ny, gi tr thng hiu c xemxt ch yu trn c s tm l hc nhn thc.

Aaker (1991, 1996) ngh 5 thnh phn ca gi tr thng hiu, bao gm: Lng trungthnh vi thng hiu, S nhn bit thng hiu, Cht lng c cm nhn, Cc thuc tnhthng hiu v cc ti sn c quyn khc ca thng hiu. (Hnh 1.2).

Hnh 1.2. Cc thnh t gi tr thng hiu theo Aaker

Trong khi , Keller (1993) cho rng gi tr ca thng hiu chnh l kin thc cakhc hng v thng hiu (Brand Knowledge). Kin thc ca khch hng li bao gm haithnh phn chnh l S nhn bit thng hiu (Brand Awrenness) v n tng v thng

Gi trthng hiu

2. S nhnbit thng

hiu

3. Chtlng cm

nhn

4. Cc linkt thng

hiu

5. Cc tisn thnghiu khc

1. S trungthnh

thng hiu

Gi tr to ra cho khch hng:- Hiu v x l thng tin.- Tin tng vo quyt nh muaca mnh.- Tha mn khi tiu dng thnghiu ny.

Gi tr to ra cho DN:- Tng s trung thnh- Tng gi bn / t l li nhun- Tng kh nng m rng thng hiu- Tng nh hng i vi knh phn phi- Tng li th cnh tranh.

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hiu (Brand Image).

Mt s nh nghin cu trong nc nh Nguyn nh Th v cng s (2003) cng gii thiu m hnh gi tr thng hiu khi nghin cu ti th trng hng tiu dng Vit Nam.Theo gi tr thng hiu bao gm cc thnh phn: Nhn bit thng hiu; Cht lng cmnhn v Lng ham mun thng hiu.

Khi xem xt k lng cc m hnh ny, chng ti nh gi m hnh gi tr thng hiuca Aaker nu trn. M hnh ny khi qut hiu qu v gi tr thng hiu v c nhiutc gi hoc cc nhm nghin cu dn chiu trong cc cng trnh nghin cu ca h.

Trong nm thnh t gi tr thng hiu ca Aaker nu trn th ba thnh t u cxc nh l gi tr gp thm ca thng hiu phn gi tr m thng hiu gp thmng gp thm vo cm nhn ca ngi tiu dng i vi sn phm mang thnghiu. Hai thnh t sau ch yu ch gp thm gi tr v cho doanh nghip.

1.3.2.1. Mc nhn bit thng hiu

Mc nhn bit v thng hiu l kh nng mt ngi mua tim nng c th bitc hoc nh c rng thng hiu l mt i in ca mt chng loi sn phm no .

Mc nhn bit thng hiu c th chia thnh 4 cp , t ch thng hiu chac bit n, n cp thng hiu c th nhn bit khi c s tr gip nht nh, qua cp thng hiu t c kh nng gi nh cho ngi tiu dng v vic thng hiu cdng cho hng ha hoc dch v no v cao nht l thng hiu c v tr ng tr trong tmtr ngi tiu dng (Hnh 1.3).

Hnh 1.3. Cc mc nhn bit thng hiu

Mc nhn bit thng hiu l c s ban u neo kt mi n tng, cm nhn vphong cch ca thng hiu. Theo qui lut tm l hc, mt hin tng hoc s vt cng trnn quen thuc s cng c tin cy cao. Tc ng tm l ny va c ngha vi ngi tiudng, va c ngha i vi ch s hu thng hiu.

1.3.2.2. Cht lng c cm nhn

Cht lng c cm nhn ca thng hiu l s cm nhn ca khch hng v cht



hiu (Brand Image).











Nh n u tin (ng tr)

Nh ra ngay

Nh c tr gip

Cha tng c bit n



hiu (Brand Image).











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lng tng th, v u th vt tri ca hng ha hay dch v so vi nh tiu dng v so vii th cnh tranh.

Cht lng c cm nhn l gi tr tm l xut hin trong s so snh, khc vi chtlng vt l hay cht lng c cng b ca sn phm. Cc thng s k thut (nh PH,hm lng nc, ng, vitamin) th hin trn nhn hng ha hu nh khng c tc dngg i vi hnh vi chn mua ca ngi tiu dng, m nhng yu t khc nh: khc bit(nu c), cm gic mt hoc kht, cm gic t tin khi s dng mi quyt nh mc hi lng ca ngi tiu dng i vi tng thng hiu.

Cng mt nhu cu tiu dng ging nhau, mi ngi tiu dng n l li c th c cc thch tiu dng khc nhau. V d i vi dch v chuyn pht ca bu in, c ngi thchv s tin li trong giao dch nhn gi v tr tin, c ngi thy thi giao tip ca nhnvin rt nh nhn, c ngi thy tc dch v rt nhanh Cc thch khc nhau l c sto nn s khc bit trong cht lng cm nhn, tn ti trong cm gic ca ngi tiu dngi hi doanh nghip phi c bin php tm hiu, nhn din v p ng. Nh vy c th thycht lng c cm nhn ch khng phi cht lng vt l (hay cht lng c cng b)mi l i tng ca hot ng qun tr thng hiu.

1.3.2.3. Cc lin kt thng hiu

Lin kt thng hiu l bt k iu g ni tr nh ca khch hng n vi thngiu mt cch trc tip hay gin tip. V d khi nhc ti thng hiu Trung Nguyn, nhiungi c th nh ngay n c ph, bin hiu Trung Nguyn vi mt s yu t mu sc v ha, cu slogan Khi ngun sng to. Cc n tng lin kt ny lm giu thm hnh nh vTrung Nguyn v nu ngi tiu dng hi lng vi bn thn hng v c ph hoc s phc vtrong mt qun c ph Trung Nguyn (trong s so snh vi cht lng c cm nhn cacc thng hiu c ph khc), cc n tng lin kt c th gip cng c hoc gia tng chtlng cm nhn.

Trong mi quan h , cht lng c cm nhn c cho l yu t quyt nh trctip v cc lin kt thng hiu ng vai tr tc ng gin tip ln hnh vi tiu dng. Khihoch nh cc k hoch truyn thng, cc doanh nghip cn u tin tp trung cho cht lngc cm nhn ca thng hiu trc khi theo ui cc yu t lin kt. Tuy nhin, trongtrng hp cht lng c cm nhn ca cc thng hiu cnh tranh l tng ng hockhng th so snh trc tip vi nhau th vai tr ca cc n tng lin kt tr nn quyt nh.

C nhiu ngun n tng lin kt khc nhau trong vic phong ph ha cho hnh nhthng hiu, c th l thng s no ca sn phm, l mc gi m thng hiu ny p dngso vi gi ca i th cnh tranh, cng c th l cch thc s dng sn phm, dch v mangthng hiu iu ng ch l mi tng quan gia cc n tng lin kt vi hnh nhthng hiu. Trc ht, cc n tng ch c th lin kt vo k c khi chng c khcha mc nht nh. iu ny cn ch trong hot ng truyn thng, hn ch vic thayi lin tc thng ip truyn thng khin cc thng ip xut hin hn n v nht thi, ntng lin kt vi thng hiu khng th nh hnh, hnh nh thng hiu tr nn m nht, vngha.

1.3.2.4. S trung thnh vi thng hiu

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iu ct li to nn ti sn thng hiu l s trung thnh ca khch hng i vithng hiu . Khch hng trung thnh vi thng hiu khi h bng mi cch tm mua bngc thng hiu m h mun bt chp cc thng hiu khc ang cnh tranh quyt lit vgi c, cht lng v s tin li. Cc khch hng mua mt thng hiu c th c th chiathnh 5 mc trung thnh:

1. Khch hng mua ngu nhin

2. Khch hng mua theo thi quen

3. Khch hng c chi ph chuyn i

4. Khch hng a thch thng hiu

5. Khch hng gn b vi thng hiu.

C 5 ch tiu dng o lng s trung thnh vi thng hiu: Hnh vi mua sm, chiph chuyn i, s tho mn, s a thch, s gn b.

Hnh vi mua sm: c th o lng hnh vi mua sm qua cc ch tiu nh t l mua lithng hiu, t s khch phn i vi mt thng hiu, s lng sn phm cng mt thnghiu m khch hng mua D liu v hnh vi mua sm tuy khch quan nhng xc nh tnkm v thng thiu chnh xc. Nhng d liu ny cho thy, s trung thnh vi thng hiutrong nhng loi sn phm khc nhau l khc nhau v s thng hiu cnh tranh trong miloi v bn cht ca sn phm khng ging nhau.

Chi ph chuyn i: Nhng thng hiu c chi ph chuyn i cao v c ri ro khichuyn i thng c nhiu khch hng trung thnh hn.

S tho mn hoc khng tho mn: Nu khch hng c mc tho mn khi s dngthng hiu cao hn cc thng hiu cnh tranh h s trung thnh v ngc li. S tha mnca khch hng c nh gi thng qua gi tr k vng v gi tr cm nhn i vi mt snphm. Kt qu o lng s tho mn phi cp nht, tiu biu v nhy bn.

S a thch: o lng mc a thch thng hiu ca khch hng, bao gm cc mc: thch, tn trng, thn thit, tin tng.

S gn b vi thng hiu: Cng nhiu khch hng gn b, ht lng vi thng hiuth thng hiu cng mnh. S gn b vi thng hiu biu hin thng qua tui th trungbnh ca khch hng v l c s to nn gi tr vng i khch hng (Customer LifetimeValue ).

Xy dng lng trung thnh vi thng hiu l n lc lu di da trn vic cung cp lich mong mun thc s cho khch hng v lm h hi lng. Tuy nhin, lng trung thnh cth b suy gim nu doanh nghip khng c nhng bin php gi gn v pht huy thngxuyn.

i vi nhng cp trung thnh khc nhau ca khch hng, doanh nghip cn tinhnh nhng chin lc kinh doanh khc nhau.

1.3.2.5. Cc ti sn c quyn khc ca thng hiu

Cc ti sn c quyn khc ca thng hiu c th l cc vn bng c quyn v sng

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ch (Patent), cc nhn hiu thng mi (Trade Mark) v cc mi quan h cht ch vi knhphn phi m doanh nghip xy dng c.

TM TT CHNG 1- Thng hiu l tng hp tt c cc yu t vt cht, thm m, l l v cm xc ca mt sn

phm (hoc doanh nghip), bao gm bn thn sn phm, tn, logo, hnh nh v mi s thhin hnh nh, dn qua thi gian c to dng r rng trong tm tr khch hng nhmthit lp mt ch ng ti .

- Thng hiu l mt thut ng vi ni hm rng. Thng hiu l hnh tng v hng hohoc doanh nghip. Du hiu thng hiu phi c xc lp v tn ti r rng trong tmtr khch hng. Ngoi cc thuc tnh chc nng hay cng dng ca sn phm thngthng, thng hiu mang li nhng cm xc t sn phm . Thng hiu khc vi nhnhiu.

- Thng hiu th hin vai tr quan trng i vi c ngi tiu dng v doanh nghip. ivi ngi tiu dng: Thng hiu gip khch hng xc nh ngun gc, xut x ca snphm; Bo hiu nhng c im v thuc tnh ca sn phm; Gip khch hng tit kimchi ph tm kim sn phm: Lm gim ri ro khi quyt nh mua v tiu dng mt snphm; v Gip khch hng biu t v tr x hi ca mnh. i vi doanh nghip: Thnghiu to dng hnh nh doanh nghip v sn phm trong tm tr ngi tiu dng; Thnghiu nh mt li cam kt gia doanh nghip v khch hng; Thng hiu nhm phn onth trng, to nn s khc bit trong qu trnh pht trin ca sn phm v thng hiumang li nhng li ch t s tng trng doanh thu, th phn, thu ht u t cho doanhnghip.

- Gi tr thng hiu ca mt doanh nghip c th c xem l phn chnh lch gia gi trth trng ca doanh nghip v gi tr s sch trn bng tng kt ti sn ca n. Ni cchkhc, gi tr thng hiu l gi tr ca mt thng hiu do t c mc trung thnhcao ca khch hng, s nhn bit thng hiu, cht lng cm nhn c cng cc linkt chc chn lin quan n thng hiu v cc ti sn khc na nh bng sng ch, nhnhiu c chng nhn v knh phn phi.

- Nhng thnh t cu thnh nn gi tr thng hiu c th khc nhau ty theo mi trnghp. Tuy vy, theo Aaker, c 5 thnh t chnh ca gi tr thng hiu bao gm: S trungthnh vi thng hiu; S nhn bit thng hiu; Cht lng cm nhn c; Cc lin ktthuc tnh thng hiu v cc yu t s hu khc ca thng hiu.

CU HI V BI TP1. Trnh by cc quan nim v thng hiu.

2. Phn tch vai tr ca thng hiu i vi ngi tiu dng.

3. Phn tch vai tr ca thng hiu i vi doanh nghip.

4. Ti sao ni: Thng hiu l ti sn ca doanh nghip?

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5. Ti sao ni: Thng hiu nh mt li cam kt gia doanh nghip v khch hng?

6. Trnh by v cc cp trung thnh vi thng hiu.

7. Nu cc tiu ch dng o lng s trung thnh ca khch hng i vi mt thnghiu.

8. Nu cc thnh t gi tr thng hiu theo quan im ca Aaker.

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Chng 2: Xy dng thng hiu


CHNG 2: XY DNG THNG HIU

GII THIU CHNG:

Chng 2 bao gm nhng ni dung chnh sau:

- Cc loi thng hiu v m hnh xy dng thng hiu

- Qu trnh xy dng thng hiu- La chn chin lc thng hiu sn phm

- La chn chnh sch thng hiu.

Kt thc chng, sinh vin cn t c nhng mc tiu c bn sau:

- Hiu cc khi nim, nh ngha v: Thng hiu c bit; Thng hiu gia nh;Thng hiu tp th; Thng hiu quc gia; Nghin cu th trng; Tm nhnthng hiu; Chin lc m rng dng sn phm, chin lc m rng thnghiu, chin lc nhiu thng hiu, chin lc cc thng hiu mi; nh vthng hiu; H thng nhn din thng hiu; Truyn thng thng hiu.

- Nm bt cc ni dung v: Cc loi thng hiu v m hnh xy dng thnghiu; Qu trnh xy dng thng hiu; Chin lc thng hiu; Chnh schthng hiu.

- Vn dng phn tch c kh nng p dng m hnh xy dng thng hiu chomt sn phm hoc mt doanh nghip c th. Vn dng v xut c chinlc thng hiu i vi mt sn phm c th. Phn tch c u im v hnch ca cc chnh sch thng hiu.

2.1. CC LOI THNG HIU V M HNH XY DNG THNG HIU2.1.1. Cc loi thng hiu

Cng ging nh thut ng thng hiu, cng c nhiu quan im khc nhau trong vicphn loi thng hiu. Ngi ta c th chia thng hiu thnh: Thng hiu hng ho,thng hiu sn phm, thng hiu doanh nghip; hoc chia ra thnh thng hiu hng ho,thng hiu dch v, thng hiu nhm, thng hiu tp th, thng hiu in t; hoc chiathnh thng hiu chnh, thng hiu ph, thng hiu b sung... Mi thng hiu khc nhaus c nhng c trng cho mt tp sn phm nht nh. Chnh v th m chin lc xy dngv pht trin cho tng loi thng hiu cng khng hn l ging nhau.

Tip cn theo gc qun tr thng hiu v marketing, thng hiu c th chiathnh: Thng hiu c bit (thng hiu c th, thng hiu ring); Thng hiu gia nh;Thng hiu tp th; Thng hiu quc gia.

2.1.1.1. Thng hiu c bit

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Thng hiu c bit l thng hiu ca tng chng loi hoc tng tn hng ho, dchv c th. Vi thng hiu c bit, mi loi hng ho li mang mt thng hiu ring v nhth mt doanh nghip sn xut v kinh doanh nhiu loi hng ho khc nhau c th c nhiuthng hiu khc nhau.

V d:

- Xe my Atila, Victoria, Shark ca SYM

- Xe my Air Blade, Lead, SH ca HONDA.

Thng hiu c bit thng mang nhng thng ip v nhng hng ho c th (nhtnh nng ni tri, tnh u vit, nhng tin ch ch thc...) v c th hin trn bao b hocchnh l s c bit ca bao b hng ho. Loi thng hiu ny cng c c tnh ring bit, lunto cho ngi tiu dng mt c hi la chn cao ngay c trong trng hp l nhngthng hiu thuc s hu ca cng mt cng ty.

Thng hiu c bit lun gn lin vi tng loi hng ho, dch v c th v c th tnti mt cch c lp trn hng ho, cng c th c gn lin vi cc thng hiu khc nhthng hiu gia nh hoc thng hiu tp th, thng hiu quc gia.

Hnh 2.1. Cc thng hiu c bit ca Golden Gate (http://www.ggg.com.vn/)2.1.1.2. Thng hiu gia nh

Thng hiu gia nh l thng hiu chung cho tt c cc hng ho, dch v ca mtdoanh nghip. Mi hng ho thuc cc chng loi khc nhau ca doanh nghip u mangthng hiu nh nhau. V d: Vinamilk (gn cho tt c cc sn phm ca Vinamilk), Yamaha,Panasonic, LG, Samsung, Bitis, Trung Nguyn... l nhng thng hiu gia nh.

c im ca thng hiu gia nh l tnh khi qut rt cao v phi c tnh i dincho tt c cc chng loi hng ho ca doanh nghip. Khi tnh i din v khi qut b viphm hay mt i, ngi ta s phi ngh ngay n vic to ra nhng thng hiu c bit chotng chng loi hng ho, dch v c th chng khng nh hng n thng hiu gianh. Thng hiu gia nh c th xut hin c lp trn hng ho v c th i km cng

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thng hiu c bit hay thng hiu quc gia.

Hnh 2.2. HONDA l mt thng hiu gia nh

2.1.1.3. Thng hiu tp th

Thng hiu tp th l thng hiu ca mt nhm hay mt s chng loi hng ho no, c th do mt c s sn xut hoc c th do cc c s sn xut khc nhau sn xut v kinhdoanh (thng l trong cng mt khu vc a l, gn vi cc yu t a l, xut x nht nh),V d: Nhn lng Hng Yn, vi thiu Thanh H, nc mm Ph Quc.... Thng hiu tpth cng c th l thng hiu chung cho hng ho ca cc doanh nghip khc nhau trongcng mt hip hi ngnh hng (Vinacafe l thng hiu nhm cho cc sn phm c ph caTng cng ty c ph Vit Nam)

Thng hiu tp th c c im kh ging vi thng hiu gia nh v c tnh khiqut v tnh i din cao, nhng im khc bit rt c bn l thng hiu tp th thng cgn lin vi cc chng loi hng ho ca nhiu doanh nghip khc nhau trong mt lin ktkinh t, k thut no (cng hip hi, cng khu vc a l....) v tnh i din c phttrin ch yu theo chiu su hn l theo chiu rng ca ph hng ho.

S dng thng hiu tp th l mt vn phc tp v c iu kin. Khi s dngthng hiu tp th s gp phi mt vn l mi thnh vin u c th s dng tn gi xutx v ch dn a l cu thnh thng hiu cho hng ho ca mnh, khng ai c quyn cchim v tn gi xut x hoc ch dn a l. V v th c bo h, trong cc yu t cathng hiu, ngoi tn gi xut x hoc ch dn a l hoc thng hiu chung ca hip hicn cn c nhng du hiu ring ca tng doanh ngip thnh vin.

Hnh 2.3. Thng hiu tp th Viglacera

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Hnh 2.4. Thng hiu tp th ca Hip hi ch Vit Nam (VITAS)

2.1.1.4. Thng hiu quc gia

Thng hiu quc gia l thng hiu gn chung cho cc sn phm, hng ho ca mtquc gia no (n thng gn vi nhng tiu ch nht nh, tu thuc vo tng quc gia,tng giai on). V d Thai Brand l thng hiu quc gia ca Thi Lan, thng hiu caHng Kng c biu trng l con rng bay v dng ch Thnh ph th gii chu AsiasWord City. Vietnam Value l thng hiu quc gia ca Vit Nam c Th tng Chnhph ph duyt trong chng trnh Thng hiu quc gia Vit Nam.

c im ca thng hiu quc gia l thng c tnh khi qut v tru tng rt caov khng bao gi ng c lp, lun phi gn lin vi cc thng hiu c bit hay thnghiu nhm, thng hiu gia nh. Nhiu ngi vn cho rng thng hiu quc gia l mt loichng nhn. Thc t th thng hiu quc gia lun c xc nh nh l mt ch dn a l adng da trn uy tn ca nhiu chng loi hng ho vi nhng thng hiu ring khc nhautheo nhng nh v khc nhau.

Hnh 2.5. Thng hiu quc gia Vit Nam

Trong thc t, vi mt hng ho c th, c th tn ti ch duy nht mt thng hiu,nhng cng c th tn ti ng thi nhiu loi thng hiu (va c thng hiu c bit, vac thng hiu gia nh, hoc va c thng hiu nhm v thng hiu quc gia). S dngduy nht mt thng hiu hay s dng ng thi nhiu thng hiu cho hng ho, dch v lmt chin lc trong qun tr thng hiu.

2.1.2. M hnh xy dng thng hiu

Mt doanh nghip cn c mt hay nhiu thng hiu khc nhau? Nu c t hai thnghiu tr ln th cc thng hiu quan h vi nhau nh th no? Trong thc t, c rt nhiu

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doanh nghip xy dng v pht trin t hai thng hiu tr ln, v gii php qun tr miquan h gia cc thng hiu vi nhau trong cng mt doanh nghip chnh l xy dng mhnh thng hiu.

2.1.2.1. Cc yu cu v cn c xy dng thng hiu

Vic thit k m hnh thng hiu cn phi m bo cc yu cu v tnh khoa hc,tnh thc tin v tnh hiu qu.

- Tnh khoa hc: M hnh thng hiu phi ph hp vi chin lc th trng v chinlc pht trin sn phm ca doanh nghip, cn phi tnh n tt c cc yu t khch quan vch quan c tc ng n qu trnh xy dng thng hiu. ng thi phi nghin cu cc tng mi, kinh nghim ca cc thng hiu i trc v cc thng hiu thnh cng cngnh nhng bi hc rt ra t nhng thng hiu b tht bi.

- Tnh thc tin: M hnh thng hiu phi xut pht t iu kin thc t ca doanhnghip nh kh nng ti chnh, nhn s ca doanh nghip, tnh cp thit ca vic xy dngthng hiu, cc u th cnh tranh v nhng bt li trong kinh doanh i vi doanh nghipcng nh i vi sn phm ca doanh nghip.

- Tnh hiu qu: phi tnh ton, la chn vic xy dng thng hiu thc s mangli cho doanh nghip hiu qu cao v kinh t khng ch trc mt m c lu di, cng vi l tng lai pht trin ca sn phm v doanh nghip. Thng hiu c th ni ting, nhng chiph duy tr s ni ting qu ln, khng cn i vi li nhun s khng phi l mt m hnhthng hiu khn ngoan v hiu qu.

Nhng cn c la chn m hnh thng hiu bao gm:

- Lnh vc hot ng ca doanh nghip, chng loi sn phm m doanh nghip angkinh doanh.

- Thc t ngun nhn lc v ti chnh ca doanh nghip.

- Chin lc trong tng lai ca doanh nghip.

- Xu th pht trin chung ca ngnh hng.

- Phn tch kinh nghim thnh cng v tht bi ca i th trong m hnh thng hium h chn.

Cc m hnh xy dng thng hiu c bn gm: M hnh thng hiu gia nh; mhnh thng hiu c bit v m hnh a thng hiu. Mi m hnh c nhng u nhc imkhc nhau, mi doanh nghip cn phi nghin cu, la chn m hnh xy dng thng hiuph hp.

2.1.2.2. M hnh thng hiu gia nh

Theo m hnh ny, vic xy dng thng hiu ca doanh nghip ch tin hnh trnthng hiu gia nh, tc l doanh nghip ch c mt hoc hai thng hiu tng ng chonhng tp hng ho khc nhau. Trong nhiu trng hp, doanh nghip ch c duy nht mtthng hiu chung cho tt c cc chng loi hng ho khc nhau. y l m hnh xy dngthng hiu truyn thng c nhiu cng ty, tp on ln trn th gii p dng. Thngthng, phn tn gi ca cc thng hiu gia nh l tn ca ngi sng lp cng ty hay tn

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ngi thn trong gia nh cc sng lp vin, hoc cc danh t p c la chn cn thn,hoc c ly t phn phn bit trong tn thng mi hoc tn giao dch. Vi m hnh thnghiu gia nh, tn thng hiu v biu trng lun c s quan h rt cht ch v mt thit.

u im:

- Chi ph cho thng hiu t, d i ph trong qu trnh khai thc v pht trin thnghiu;

- Nu mt thng hiu ch o mnh s to c hi hng ho tip cn th trngnhanh chng hn, d dng hn; hoc khi mt loi hng ho no mang thng hiu gia nhc ngi tiu dng a chung s lm cho nhng hng ho khc ca doanh nghip d tipcn th trng hn.

Hn ch :

Nguy c ri ro cao. Ch cn mt chng loi hng ho no mt uy tn hoc b tychay s nh hng ngay lp tc n thng hiu chung ca doanh nghip.

2.1.2.3. M hnh thng hiu c bit

M hnh thng hiu c bit l to ra cc thng hiu ring cho tng chng loi hoctng dng sn phm nht nh, mang tnh c lp, t hoc khng c lin h vi thng hiugia nh hay tn doanh nghip.

c im c bn ca m hnh thng hiu c bit l tn doanh nghip hay thng hiugia nh thng khng c th hin trn hng ho. Ngi tiu dng ch bit n thng hiuca tng hng ho c th m khng bit hoc rt t bit n doanh nghip sn xut ra hngho . M hnh ny thng c cc doanh nghip la chn khi thm nhp vo mt thtrng mi vi mc ch t kch to bo v thng rt ph hp vi cc doanh nghip c quym nh hoc va nhng nng ng; mt hng kinh doanh ca doanh nghip c tnh c thcao (hng ha c tnh nng khc bit so vi nhng hng ho cng loi khc hoc ngay ctrong trng hp trn th trng c nhiu thng hiu cho chng loi hng ho , nhngdoanh nghip xc nh mt tp khch hng ring bit). C th ly thng hiu Number 1, Trxanh 0 ca Cng ty TNHH Thng mi v dch v Tn Hip Pht, La Vie ca NestleWater, CAO ca Cng ty c phn vng bc qu Ph Nhun lm v d.

u im:

- Hn ch c ri ro v s suy gim uy tn ca doanh nghip ngay c trong trnghp hng ho c s c. Thng hiu c th tht bi, nhng uy tn ca doanh nghip gnnh khng b nh hng.

- Khi thm nhp vo th trng mi, s dng thng hiu c bit s c c hi tip cnv lch th trng d hn. M hnh ny cng rt thch hp vi doanh nghip kinh doanh angnh, a lnh vc.

Hn ch:

- i hi doanh nghip phi u t kh nhiu pht trin thng hiu, nht l khithm nhp th trng vi nhng hng ho khc nhau (nhiu thng hiu);

- Doanh nghip s khng khai thc c li th ca nhng thng hiu i trc ni

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ting cng nh uy tn ca doanh nghip; mi thng hiu s phi t mnh chng chi vinhng sng gi ca th trng v s xt nt ca ngi tiu dng;

- M hnh ny i hi doanh nghip phi c i ng nhn vin qun tr thng hiung o v c kinh nghim, v mi thng hiu khc nhau s cn mt chin lc khc nhaucho tng th trng khc nhau.

- M hnh th trng c bit cng rt cn mt chin lc nh v th trng v khchhng c th, mch lc.

2.1.2.4. M hnh a thng hiu

y l m hnh to dng ng thi c thng hiu gia nh v thng hiu c bit,thm ch c thng hiu nhm nhm va khai thc li th ca m hnh thng hiu c bitva khc phc c nhng nhc im ca m hnh thng hiu gia nh (i khi ngi tagi y l m hnh thng hiu bao vy). Trong thc t, xut pht t ch trc y cc doanhnghip ch xy dng thng hiu gia nh, v th khng to ra c s c bit v c sccho hng ho ca mnh, nn rt nhiu doanh nghip la chn m hnh a thng hiu.

M hnh a thng hiu c th c thc hin theo cch to ra s kt hp song songhoc bt song song.

- Kt hp song song l to ra s th hin v vai tr ca thng hiu gia nh v thnghiu c bit l nh nhau, nh l hai b phn ca mt thng hiu. Cch kt hp song songcng c th nhn thy rt r khi kt hp gia thng hiu gia nh v thng hiu nhm.

- Kt hp bt song song l dng kt hp trong mt thng hiu (hoc gia nh hocc bit) c th hin r hn, mang tnh ch o v thng hiu cn li s c vai tr b sung,h tr. C th kt hp bt song song di dng thng hiu gia nh l ch o, cn thnghiu c bit ch ng vai tr h tr, m t v thc y. Vai tr v s th hin ca thng hiugia nh trong trng hp ny quan trng hn nhiu so vi thng hiu c bit. Thng hiuc bit nh mt ch dn c th v mt chng loi sn phm ring bit vi nhng thuc tnhhay mt s i mi no so vi thng hiu trc , t c ngi ta ch hn l thnghiu gia nh. Kt hp bt song song kiu ny thng xy ra khi m uy tn ca thng hium (thng hiu gia nh) c, s kt hp lm cho thng hiu c bit n nhanh hn vingi tiu dng.

Cc doanh nghip cng c th p dng s hon v tng bc hai dng kt hp bt songsong cho nhau theo kiu tin - li, ngha l mt trong hai thng hiu dn gi vai tr cho, trong khi thng hiu kia li dn li pha sau vi vai tr h tr, b sung.

u im:

- Khai thc li th v uy tn ca thng hiu gia nh nhm khuych trng thnghiu c bit.

- Khi mt thng hiu c bit no ni ting s kch thch ngi tiu dng tm hiuv bit n thng hiu gia nh.

- Gp phn hn ch ri ro nu mt thng hiu c bit no gp s c.

- S tc ng tng h gia thng hiu c bit v thng hiu gia nh trong m

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hnh ny mang li hiu qu rt cao trong pht trin thng hiu ca doanh nghip.

- M hnh a thng hiu s tng kh nng chim lnh v tr trng by hng ho cadoanh nghip trong cc siu th v quy hng. T to ng lc mua sm ca ngi tiudng v to s b th cho thng hiu chung. M hnh ny cng to ra mt s cnh tranhngm ngay trong cc thng hiu ca cng mt doanh nghip. Thc t cho thy khi trongquy hng ng thi c c du gi Clear, Sunsilk, Dove v Organic s to ra s la chn gaygt cc thng hiu ca ngi tiu dng. S b qua thng hiu ny n vi thnghiu khc v tnh lm tng uy tn cho tng thng hiu v nng cao uy tn chung chothng hiu gia nh. Mi thng hiu s to c cho mnh mt tp hp khch hng ringbit, mc d thc t th s khc bit v cht lng hoc thuc tnh ca cc hng ho mang ccthng hiu hon ton khng nhiu. Ch mt s thay i nh trong kt cu hoc thuc tnhca hng ho vi mt thng hiu mi to ra cho doanh nghip mt tp khch hng mi.Sc cnh tranh ca thng hiu gia nh khng ngng c nng cao.

Hn ch:

- i hi u t cho thng hiu rt ln do c nhiu thng hiu, rt kh ph hp vicc doanh nghip c quy m va v nh. Trong thc t m hnh ny thng ch c cccng ty a quc gia hoc cc tp on ln p dng. M hnh ny cng khng ph hp vi ccdoanh nghip kinh doanh chng loi hng ho hp.

- S pht trin nhiu thng hiu cng i hi i ng nhn vin qun tr thng hiung o v snh si.

2.2. QU TRNH XY DNG THNG HIUXy dng thng hiu l qu trnh la chn v kt hp cc thuc tnh hu hnh cng

nh v hnh vi mc ch khc bit ho sn phm hoc bn thn doanh nghip vi cch thcth v, c ngha v hp dn.

Qu trnh xy dng thng hiu gm cc bc c bn sau:- Nghin cu th trng

- Xy dng tm nhn thng hiu

- Hoch nh chin lc pht trin thng hiu

- nh v thng hiu

- Xy dng h thng nhn din thng hiu

- Truyn thng qung b thng hiu

- nh gi thng hiu.

2.2.1. Nghin cu th trng

Thng tin th trng gi vai tr quan trng trong hot ng marketing. Nghin cu thtrng nhm nm bt c s thay i nhu cu, cc yu t tc ng v nh hng n nhucu hin ti v tng lai, c nhng nhu cu no khc s xut hin v mong c cng nhnim tin v thng hiu trong tng lai bin i nh th no.

Trc khi tin hnh nghin cu th trng, cn phn on th trng cn nghin cu.

PTIT



C th phn on th trng theo mt s tiu ch c bn sau:

- Phn on theo nhn khu (gii tnh, tui, mc thu nhp...)

- Phn on theo x hi (v ngh nghip, v tn gio, v xu hng hnh vi vnho...)

- Phn on theo tm l hc

- Phn on theo a l

- Phn on theo xu hng v phong cch sng...

C th s dng nhiu phng php nghin cu th trng khc nhau, c th l:

- Nghin cu ti bn

- Nghin cu ti hin trng

- Nghin cu nh tnh

- Nghin cu nh lng

- Nghin cu khm ph

- Nghin cu m t

- Nghin cu nhn qu

- Nghin cu t xut

- Nghin cu lin tc.

Cc ni dung nghin cu th trng lin quan n thng hiu c th l: Nghin cumi trng kinh doanh (cc bin khng th kim sot), nghin cu tc ng marketing cadoanh nghip n vi khch hng (cc bin c th kim sot) v nghin cu c im hnh vica nhm cng chng mc tiu ca thng hiu. Cc kt qu nghin cu th trng nh: mc bit n thng hiu, cc tiu chun la chn thng hiu, mc a thch thng hiu...s ng vai tr cung cp thng tin, h tr doanh nghip ra cc quyt nh lin quan nthng hiu.

2.2.2. Xy dng tm nhn thng hiu

Tm nhn thng hiu l mt thng ip ngn gn v xuyn sut, nh hng hotng ca thng hiu ng thi cng nh hng pht trin cho thng hiu qua phn tchnh v gia hin ti v tng lai.

Tuyn b tm nhn thng hiu bao gm nhng g m thng hiu mun mnh s trthnh, l ci m thng hiu mun mnh i din v l nguyn nhn ti sao thng hiu cng hin c ngng m. Tuyn b tm nhn thng l mt cu ngn gn, d nh, dtruyn ti tinh thn, n lc v lng nhit tnh vi cng vic kinh doanh.

Tm nhn hng hiu c mt s vai tr nh:

- Thng nht mc ch pht trin ca thng hiu v to s nht qun trong hot ngqun tr thng hiu.

- nh hng s dng ngun lc cho thng hiu.

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- Xy dng thc o cho s pht trin thng hiu v to tin cho vic xy dngcc mc tiu pht trin.

- ng vin nhn vin hng ti mc ch pht trin chung.

Tm nhn thng hiu c mi lin quan cht ch vi tm nhn doanh nghip. Dothng hiu l mt chc nng qun tr doanh nghip nn ng nhin tm nhn thng hiuphi c tuyn b ha ng vi tm nhn doanh nghip.

Tm nhn doanh nghip thng gn vi cc tuyn b kinh t ca doanh nghip nh:mc thng lnh th phn, nhng nh hng kinh doanh v gi tr kinh t dnh cho cc bnhu quan. Khc vi tm nhn doanh nghip, tm nhn thng hiu mang tnh cm xc hn.

i vi cc cng ty xy dng m hnh a thng hiu th cng ty c th c mttm nhn doanh nghip nhng li c s lng nhiu hn v tm nhn thng hiu. Mi thnghiu hoc nhm thng hiu ca cng ty c th c xc lp mt tm nhn ring.

2.2.3. Hoch nh chin lc thng hiu

Chin lc thng hiu l con ng m doanh nghip vch ra t c mc tiuv thng hiu ca mnh. Mt chin lc thng hiu c xc nh r v c thc hin snh hng n tt c cc kha cnh ca doanh nghip v c kt ni trc tip n nhu cuca ngi tiu dng, cm xc v mi trng cnh tranh.

Tin trnh hoch nh chin lc thng hiu c thc hin tun theo tin trnhhoch nh chin lc c bn. Cc quyt nh v chin lc thng hiu nh: m rngthng hiu, m rng dng sn phm hay s dng nhiu thng hiu thng c xy dngtrong di hn (3 nm tr ln), bao gm: Mc tiu ca thng hiu trong tng nm; Ngun lccho thng hiu trong tng nm; K hoch tung sn phm mi ra th trng theo tng nm.

2.2.4. nh v thng hiu

nh v thng hiu l tp hp cc hot ng nhm to ra cho thng hiu mt v trxc nh trong tm tr khch hng so vi i th cnh tranh, l n lc em li cho thng hiumt hnh nh ring i vo nhn thc ca khch hng. nh v thng hiu l xy dng ium khch hng c th lin tng ngay khi i din vi thng hiu.

nh v thng hiu ngy cng tr nn quan trng v cc l do sau:- Hng ngy, hng gi, ngi tiu dng tip nhn qu nhiu thng tin, qu ti vi tr

nh ca h nn khng th nh ht cc thng tin . H ch c th nh nhng g r rng, ngin v khc bit.

- Nu thng hiu khng c xc nh r rng nm u trong tm tr ca ngidng th h khng bao gi nh c thng hiu .

- nh v thng hiu nhm truyn thng tnh cht ca thng hiu mt cch ngnht trn mi phng tin truyn thng t xy dng ti sn thng hiu.

2.2.4.1. Qu trnh nh v thng hiuQu trnh nh v thng hiu l qu trnh to dng lin kt thng hiu, da trn tp

hp hnh nh nhn thc ca khch hng. Qu trnh nh v thng hiu c th hin tronghnh 2.1.

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Hnh 2.6. Cc bc nh v thng hiu

2.2.4.2. Cc la chn c bn nh v thng hiu

La chn nh v rngThng thng doanh nghip khng ngun lc dn u ton b cc kha cnh gi

tr chuyn giao cho khch hng nn doanh nghip cn la chn gia cc kh nng v tp trungvo mt kha cnh dn u trong kha cnh . C ba cch la chn nh v rng (cn gil ba qui tc gi tr), l: Cng ty dn u v sn phm; Cng ty t hiu qu cao; Cng tygn gi vi khch hng.

Cn ch rng khi la chn mt nh v rng no th i hi c h thng cadoanh nghip phi c t chc ph hp vi la chn v do vy rt t trng hp doanhnghip thnh cng khi chn hai kha cnh nh v tr ln.

La chn nh v c th

Xc nh nhndin nng ct

Xem thnghiu nh mt

sn phm, mtt chc, mtcon ngi vnh mt biu

tng

Xc nh scmnh ngun lc

Xc nh scmnh khc bit

Xc nhkhun khcnh tranh

Xc nh thtrng mc

tiu

Xc nh thbc ca thng

hiu

Xc nh ith cnh tranh








La chn nh v c th

Xc nhkhun khcnh tranh

Xc nh thtrng mc

tiu

Xc nh thbc ca thng

hiu

Xc nh ith cnh tranh

Phn tch cnhtranh

Phng vn bntrong: xc nhnhng lin kt

khc bit

Phng vn bnngoi: nh gisc mnh, s athch, nhng lin

kt nhn thcthng hiu

Quyt nh cutrc tr thc k

vng

Xc nh cc imcn bng

Xc nh cc imkhc bit so vi i

th hoc so vichun i sch

Xc nh khoch hnh

ng

Trin khaik hoch

hnh ng








La chn nh v c th

Trin khaik hoch

hnh ng

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y l cch nh v ct li, tp trung vo mt gi tr duy nht khin n tr thnh l do khch hng chn mua. Cc chin dch truyn thng cn phi m bo hiu qu tp trungc s ch ca khch hng vo gi tr duy nht . Khi nghin cu nh v c th, xutpht t thc tin kinh doanh v nh hng, chin lc hnh ng ca mnh, cc doanhnghip c th s dng nhng cch thc sau y:

nh v theo li ch: Bt git Tide gip qun o trng hn, sch hn v truynthng tp trung vo khng nh Nh Tide mi l trng.

nh v theo thuc tnh: Cch nh v ny cn phi km vi thng ip v li chm thuc tnh em li, nu khng s khng c ngha vi khch hng nh vVn nguyn hm lng EGCG ca Tr xanh khng l mt dng nh v theothuc tnh. Lin kt hu hiu nht l lin kt vi cc thuc tnh v hnh (m phmt thin nhin, khng cht bo qun, cht kch thch)

nh v theo tnh hung s dng: Sn phm c khng nh l mt sn phm ttnht trong mt hon cnh no Predia Sure l thc ung dinh dng tt nhtthay th ba n;

nh v theo i th cnh tranh: Sn phm phi th hin c im mnh hay imc o so vi sn phm ca i th cnh tranh C nhng loi c ph m va,m v m hn, nhng ch c mt loi c ph th thit.

nh v theo chng loi: Doanh nghip c th xc nh mnh l dn u v mt loisn phm no .

nh v theo nhm ngi s dng Anlene xanh cho con, Anlene vng cho m. nh v theo cht lng/gi c: sn phm c nh v ti mt mc cht lng

hoc gi c xc nh.

La chn nh v gi trNgi tiu dng thng cho rng khon tin m h b ra s hu mt hng ha

hoc tn hng mt dch v phi xng ng vi gi tr m h nhn c, do vy cc doanhnghip cn tp trung vo vic lm th no ngi tiu dng lng ha c chi ph b ra c c mt gi tr thu li. Vic nh v gi tr xoay quanh 5 cch c bn sau:

Tt hn v gi cao hn Tt hn nhng gi khng i Sn phm khng i nhng gi thp hn Tt hn nhng gi r hn Km hn nhng gi r hn nhiu. Pht trin nh v gi tr ton dinTng li ch m khch hng nhn c bao gi cng phi hp dn nht trong tng

quan vi tng hao ph m ngi tiu dng b ra c s hu v tiu dng sn phm.Khng dng li khu bn hng, nhiu doanh nghip rt ch trng n vic cung cp dch

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v sau bn mc tt nht m h c th thng qua lm tng gi tr cha ng trong misn phm ca mt thng hiu. Pht trin nh v gi tr ton din cho thng hiu cn ccoi nh l mt nh v ton din, n phi bao hm tt c nhng nh v n l hp thnh.Trin khai nh v gi tr ton din cho thng hiu s to ra mt hnh nh chung nht vthng hiu vi cng chng ng thi doanh nghip c th xc nh cc n lc cn tp trungngun lc ti mi thi im v b qua nhng hot ng marketing khng c hiu qu.

Ni tm li, ton b cng vic phi lm tm ra mt nh v ct li, mt nh v gitr v mt nh v ton din, iu ny s gip cho doanh nghip gii thch c l do v saotng li ch ca doanh nghip mang n cho khch hng li u vit hn so vi i th cnhtranh.

Hnh 2.7. Gi tr dnh cho khch hng

2.2.5. Xy dng h thng nhn din thng hiu

H thng nhn din thng hiu l tp hp nhng lin tng m mt doanh nghipmun ng li trong tm tng ca khch hng thng qua sn phm (chng loi, c tnh,cht lng v gi tr sn phm, cch s dng, ngi s dng v ngun gc sn phm), cng ty(nhng gi tr vn ho hay trit l kinh doanh), con ngi (hnh nh nhn vin, cc mi quanh bn trong v bn ngoi) v biu tng (tn gi, logo, khu hiu, nhc hiu, hnh tng,kiu dng v mu m). Thnh t c bn ca h thng nhn din thng hiu l cu trcnn mng ca thng hiu, bao gm:

- Cc nhn bit c bn ca thng hiu (Brand Attributes): tn thng hiu, logo, mu

Gi tr v li chm khch hng

nhn c

Gitr

dnhcho

khchhng

Tng hao ph

ca khch hng

Gi tr sn phm

Gi tr v con ngi

Gi tr v hnh nh

Gi tr dch v

Gi tin

Chi ph nng lng, cng sut

Chi ph tinh thn

Chi ph thi gian PTIT



sc, c im nhn dng gip thng hiu khc vi thng hiu khc.

- Cc li ch thng hiu (Brand Benefits): l li ch thc tnh, li ch cm tnh v lich cm xc ca thng hiu mang li cho ngi tiu dng.

- Nim tin thng hiu (Brand Beliefs): Nim tin no chng t rng thng hiu smang li li ch cho ngi dng.

- Tnh cch thng hiu (Brand Personality): Tp hp nhng nt c tnh cm xcc dng nh hnh thng hiu. Thng hiu chnh l con ngi. Ging nh con ngi,thng hiu cng c cc loi nhn thc v tnh cch thng hiu khng ging nhau. Cchngn nht khch hng bit n tnh cch thng hiu l ch ng chuyn ti, cung cpthng tin ca thng hiu n khch hng. Ngha l phi cng b tnh cch thng hiu thayv khch hng t tm n, t cm nhn.

- Bn cht thng hiu (Brand Essence): L tm tt cc yu t to s khc bit v ctrng, thng c s dng nh slogan ca thng hiu.

Cc vn lin quan n xy dng h thng nhn din thng hiu cc du hiunhn thy c s c cp chi tit ti chng 3.

2.2.6. Truyn thng qung b thng hiu

Do nhn thc ca cng chng i vi mt thng hiu sn phm no thng l mtqu trnh lu di, trong qu trnh ny hot ng qung co tuyn truyn gi vai tr l cht xctc thng hiu tr nn ni ting.

Sau khi chin lc thng hiu c thng qua, ngi qun l thng hiu xy dngcc k hoch truyn thng qung b thng hiu. K hoch ny ch r mc tiu truyn thngc th, i tng cng chng cn truyn thng, thng ip truyn thng, knh truyn thngcng nh bao gm c vic nh gi hot ng truyn thng.

Cn ch rng qu trnh to dng thng hiu trong tm tr khch hng l qu trnhlu di v cng phu, doanh nghip cn tp trung khc ha nhng yu t thng hiu r nt tt c cc im tip xc thng hiu (Brand Touch Points) vi khch hng, do vy doanhnghip cn vn dng cc nguyn l truyn thng marketing tch hp (Integrated MarketingCommunications IMC) tng hiu qu qung b thng hiu.

2.2.7. nh gi thng hiu

Vic nh gi thng hiu thng qua mc nhn bit thng hiu, mc nhnthc gi tr sn phm v s lin tng r rng trong tm tr ca khch hng, c bit l mc trung thnh vi thng hiu. Bn cnh , vic nh gi thng hiu cng cn c vo mc tng doanh s m thng hiu ng gp vo trong tng quan vi nhng chi ph bra u t cho thng hiu.

Thng thng cc thng tin cn phi thu thp nh gi thng hiu bao gm:

- T l ngi tiu dng bit n thng hiu.

- Mc nhn bit thng hiu.

- Nhng c tnh lin kt no ca thng hiu c ngi tiu dng nhn ra.

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- Mc yu thch v gn b thng hiu.

- T l khch hng dng th thng hiu .

- T l khch hng hi lng sau ln mua u tin.

- S sn sng gii thiu cho ngi khc v thng hiu.

- Doanh thu v ngn sch chi cho thng hiu.

2.3. LA CHN CHIN LC THNG HIU

Mc tiu quan trng nht ca chin lc thng hiu l c ngi tiu dng achung hn hn thng hiu ca i th cnh tranh v mc tiu ln nht ca xy dng thnghiu l gip cho doanh nghip t mc li nhun nh mong mun. Mt cng ty c bn cchchn la trong vic xy dng chin lc thng hiu ca mnh.

Cc chin lc thng hiu (Hnh 2.8).

Hnh 2.8. Cc chin lc thng hiu

2.3.1. M rng dng sn phm

Cng ty a cc mt hng b sung vo cng chng loi sn phm di cng tnthng hiu nh mt hng c hng v mi, hnh thc mi, mu sc mi, kch thc mi....p dng chin lc ny, cng ty c th tha mn nhu cu ca ngi tiu dng v tnh adng, hoc c s dng khi cng ty mun p tr vic m rng dng sn phm ca cc ith cnh tranh. Tuy nhin i vi chin lc ny cng cn ch trnh tnh trng thng hiub pha long hoc c s thn tnh ln nhau ca cc thng hiu trong cng cng ty.



























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Hnh 2.9. S m rng dng sn phm bt git OMO

2.3.2. M rng thng hiu

Cng ty c th s dng mt tn thng hiu hin c gii thiu mt sn phm thucchng loi mi.

Cc li ch m cng ty s c c khi theo ui chin lc ny l:

- Mt tn thng hiu ni ting s lm cho sn phm mi c tha nhn ngay v smc ngi tiu dng chp nhn

- Cng ty c th thu c li th kinh t theo quy m trong vic qung co v xc tincho thng hiu so vi cc doanh nghip c nhiu thng hiu ring l.

- Nhng lin kt tch cc t mt chng loi sn phm c th chuyn sang mt chngloi sn phm khc.

Nhng im cn ch khi cng ty theo ui chin lc m rng thng hiu:

- Vic ch s dng mt thng hiu duy nht c th hn ch kh nng ca doanhnghip trong vic nhm mc tiu vo cc on th trng mong mun v nh v cc snphm thch hp ca h.

- Sn phm mi c th lm tht vng i vi ngi mua v gy tn hi n tnnhim ca h i vi cc sn phm khc ca cng ty (lin kt tiu cc)

- Tn thng hiu chung c th khng thch hp vi sn phm mi

- Vic m rng thng hiu qu mc s lm lu m, long thng hiu, ngi tiudng khng cn lin tng thng hiu vi mt tnh nng c bit no ca sn phm na.

Hnh 2.10. S m rng thng hiu P/S































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2.3.3. a thng hiu

Nestle pht trin tp hp gm gn 8.000 thng hiu khc nhau cho sn phm cah, trong c hng chc thng hiu ton cu, hng trm thng hiu quc gia, khu vc vhng nghn thng hiu a phng.

Doanh nghip theo ui chin lc ny vi cc mc tiu sau y:

- Thit lp cc tnh cht khc nhau hoc gi m cc ng c mua hng khc nhau.Thng thng mi thng hiu ring ca cng mt loi sn phm nhm phc v cho mton th trng mc tiu nht nh. Cc doanh nghip s pht trin v thc hin chin lcmarketing ring cho tng thng hiu. Kt qu ca chin lc ny l cc khch hng mc tiuc th c mc nhn bit cc thng hiu khc nhau ca doanh nghip cao, nhng li khngnhn bit nhiu v bn thn doanh nghip .

- Cho php sn phm ca cng ty chim gi c nhiu khng gian trng by canh phn phi hn.

- Cng ty c th bo v thng hiu ch yu ca mnh bng cch thit lp cc thnghiu bc mn sn (thit lp cc thng hiu vi gi cao hn hoc thp hn vy quanhthng hiu ch yu).

- San s c ri ro trong kinh doanh cho cng ty khi chng may c mt thng hiutht bi th c cc thng hiu khc thnh cng b p

- Cho php cng ty gi c cc tp khch hng trung thnh khc nhau trong trnghp cng ty mua li thng hiu ca cc i th cnh tranh.

Cn trnh tnh trng cng ty s dng nhiu thng hiu nhng mi thng hiu chdnh c mt s th phn nh m khng c thng hiu no mang li nhiu li nhun v dovy ngun ti chnh phi phung ph cho vic xy dng nhiu thng hiu thay v ch xy dngmt s t thng hiu c kh nng mang li li nhun. Kt qu ca vic p dng chin lcnhiu thng hiu l cc thng hiu ca cng ty phi bp c thng hiu ca i thch khng phi chnh chng n tht ln nhau.

2.3.4. Cc thng hiu mi

Khi mt cng ty tung ra th trng mt sn phm thuc chng loi mi, cng ty nhnthy trong s cc tn thng hiu hin ti khng c thng hiu no thch hp cho sn phmmi, do vy cch tt nht l sng to ra thng hiu mi. Trong trng hp khc, cng tynhn thy rng cc tn thng hiu hin c ang suy yu nn cn c thng hiu mi.

Cn xem xt cc vn sau khi a ra thng hiu mi :

- Cng ty ln mnh cha ?

- Cng ty c s nm kinh doanh hp l cho cc thng hiu mi cha ?

- Sn phm d kin mang thng hiu mi c cn sc mnh tr gip t tn ccthng hiu hin c khng?

- Chi ph thit lp mt thng hiu mi c b p bi vic tiu th v linhun mng li hay khng ?

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Ch chung v chin lc thng hiu:Da trn phn tch tp hp sn phm, c im th trng mc tiu, mc tiu pht

trin th trng, chin lc kinh doanh tng th ca tng doanh nghip la chn chin lcthng hiu. Mt s nh hng c th p dng l:

- i vi cc doanh nghip c cc nhm khch hng mc tiu khc nhau, tp hp snphm a dng hoc ng thi ang pht trin nhiu lnh vc kinh doanh vi nhng cp chtlng khc nhau khng th tiu chun ho c, doanh nghip c th xc lp nhiu thnghiu cho cc chng loi sn phm khc nhau. Mi on th trng mc tiu khc nhau sc phc v bng mt hoc mt s thng hiu phn bit ring. Vic pht trin ng thinhiu thng hiu ca doanh nghip c bit quan trng i vi nhng sn phm c th hiutiu dng bin i nhanh m ngi tiu dng thng khng trung thnh tuyt i vimt thng hiu m thng thay i th hiu tiu dng sang cc thng hiu khc, c bit lcc thng hiu mi. Mt doanh nghip ng thi s hu nhiu thng hiu cng s san sc ri ro trong kinh doanh v khi chng may ri ro, mt thng hiu tht bi th c ccthng hiu khc thnh cng b p. Mt khc, khi mt thng hiu gp kh khn trn thtrng do sai lm trong sn xut, trong cht lng sn phm hoc trong chin lc marketings t nh hng n vic kinh doanh cc sn phm ang bn di cc thng hiu khc. Cccng ty kinh doanh hng tiu dng nh thc phm. ho m phm, nc gii kht... thngtheo ui chin lc nhiu thng hiu.

- i vi cc doanh nghip c th trng mc tiu tng i ng nht v tiu chunmua hoc yu cu v cp cht lng c th xc lp mt thng hiu chung cho tt c cc loisn phm ca h v thng gn vi tn cng ty. Doanh nghip phi xy dng v bo v uy tnv hnh nh bng mt chin lc marketing chung.

2.4. LA CHN CHNH SCH THNG HIU

Ngy nay, vi s pht trin mnh m ca cc doanh nghip thng mi th vic snxut ra sn phm v phn phi sn phm n vi ngi tiu dng c s phn ha chc nngr rng hn. Cc cng ty sn xut khng nht thit phi trc tip phn phi sn phm n tntay ngi tiu dng m thng thng qua trung gian phn phi. Cc trung gian phn phi, viquy m v cc tin ch dch v hp dn, thu ht ngy cng nhiu ngi tiu dng n muahng thay v mua trc tip t nh sn xut. V vy, mt sn phm a ra th trng c thdi cc quyt nh v thng hiu khc nhau. C 3 kh nng: Sn phm c mang thnghiu ca nh sn xut, sn phm mang thng hiu ca nh phn phi, hoc sn phm mangthng hiu chung c ca nh sn xut v ca nh phn phi. y chnh l cc quyt nh vchnh sch thng hiu i vi mt doanh nghip.

Khi sn phm bn ra th trng di thng hiu ca chnh nh sn xut, nh sn xuttrc tip phi u t cho xy dng v m bo duy tr uy tn, hnh nh thng hiu ca mnh.Nh sn xut phi c chin lc marketing hiu qu t

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