KINH DOANH
DINH VI SAN PHAM,
THlTC TRANG VA CAC PHlTdNG PHAP DINH VI AP DUNG CHO CAC DOANH NGHIEP
VIET NAM HIEN NAY
• TRAN THQ KHAI
TOM TAT:
Viet Nam da vd dang bdi nhdp sau rdng vdo nen kinh te' todn clu, dac bidt Id Hiep dinh Doi tac Todn dien va Tie'n bp xuydn Thai Binh Dtfdng (Comprehensive and Progressive Agreement for Trans-Pacific Partnership - CPTPP), da dtfdc ky ke't va dffa vao boat ddng chinh thffc co hieu Itfc tff ngdy 14/1/2019, dem lai nhilu cd hdi va thdch thtfc cho cdc doanh nghidp hong moi linh vtfc. Tff do ddi hoi cac doanh nghiep phai tan dung td'i da cac cd hdi va ban chd' di nhtfng thdch thffc gdp phai khi hdi nhdp, canh tranh. D^ ndng cao kha nang canh tranh cdc doanh nghiep phai xdc dinh vi tri cua minh cung nhtf cac dd'i thu canh tranh vd htfdng chie'n Itfdc, cdc giai phdp cu the nham chiem linh bode giff vffng chac vi tri ma minh dang cd tren thi trffdng muc tieu.
Marketing gpi do la dinh vi san ph^ra tren thi trffdng muc tieu. Bai vidt nay xin dffdc trinh bdy mdt so'kien thffc cd ban vedjnh vi san pham, thffc trang va cac phffdng phap dinh vi dp dung cho cdc doanh nghiep Viet Nam hidn nay.
Ttf khda: Dinh vi san pham, doanh nghiep, marketing, thi trtfdng muc tieu.
1. Khai niem va vai tro cua dinh vi thi trffoing - Khdi niim
Dinh vi thi trtfdng Id "xac dinh va chie'm linb vi the'tren tbi trtfdng muc tieu". Vi the' d ddy Id trong tam tri cua khach hang. Marketing ludn coi dmh vj thi trtfdng Id chid'n Itfdc chung nhd't, chi pbd'i mpi chtfdng trinh marketing hdn hdp (marketing - mix) tren thi trtfdng muc tieu .
Dinh vi la nhffng viec nhd quan tri doanh nghiep can phai lara de cho hinh anh san phdm, cdng ty, td' chffc bode cd nhan dtfdc khde sdu trong tam tri khdch hang. Chang ban khi ndi de'n bdt giat la khach hdng lai nhd dd'n OMO, ndi de'n hdng Hang khdng la khach hdng nhd de'n Vietnam-airline.
Va khac hdng coi dd la sff Iffa chpn dau ti6n ve chat Iffdng hang hda, dicb vu.
Dinh vi dffdc thffc hien cho mpt san pham - hang hda hffu hinh, mdt dich vu - bang hda vd iiinh cua mdt cdng ty, hoac cho td'ng th^ mpt cdng ty, mpt to chffc, thdm chi mdt cd nhan.
- Vai tro cua dinh vi thi trUdng
Thd nhdt: Qud trinh nhdn thdc cua khdch hdng.
Do khd ndng nhan thffc vd ghi nhd thdng tin cua con ngffdi la cd ban, vi vay phai cd nhffng thdng diep rd rdng, xuc tich, gay d'n ttfdng ciing vdi viec chao bdn cac san phd'm, dicb vu cd chd't Iffdng, uy tin mdi cd khd nang thdra nhap vao nhan thffc cua khdch hang.
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lAP GHi CDNGIHtfdNG
Thd hat: Yiu cdu tdt yeu di cgnh tranh.
Khdng mdt doanh nghiep ndo hien nay ton tai vd phdt trie'n ma khdng gap phai canh tranh, thdra chi canh tranh khd'c het. Mud'n ton tai bin vffng, cdc doanh nghiep can phai tao ra san phd'm doc ddo va khac biet so vdi san pha'm cua cac dd'i thu canh tranh va dtfdc khdch hdng ghi nhdn trong tam tri cuabp.
Thd ba: Hiiu qud ctia hoat ddng truyen thdng.
Thdi dai ngdy nay, cac phtfdng tidn, phtfdng thtfc truyin thdng rd't da dang, khach hdng tie'p nhdn thdng tin tff nhieu chilu htfdng khac nhau.
Hp rd't khd nhd cdc thdng diep ve san phdm, ve cdng ty nhd't la cac thdng diep khdng dac sdc noi trdi Do do, cdc doanh nghidp can phai tao ra san pha'm, dich vu vd thdng diep ve chung mdt cdch rd rdng, dac sac.
2. Thffc trang dinh vi san phd'm cua cac doanh nghidp Vidt Nam hien nay
Mdi day, lan dau tidn Forbes Viet Nam thtfc bien khao sdt tinb hinb dinh vi san phdm tbi cbi tim dtfdc 40 thtfdng hieu cdng ty co sff dung dinh vi de tao hinb anh sdu dam trong tdm tri khach hang.
Tuy nhidn, theo nhan dinh cua cac chuydn gia trong nganh, cac thtfdng hieu cua doanh nghiep Viet Nam, ki ca nhieu thtfdng hieu ti-ong Top 40 vffa cong bd', mdi chi dat dffdc nhffng thdnh cdng btfdc dau, tao dtfdc uy tin vd thdi quen cua ngtfdi tieudiJngchff chtfa thtfc stf cham tdi ngtfdng dtfdc ngtfdi tieu dung ydu thich gid'ng nhtf cdc thtfdng hidu toan cau nbtf Pepsi, iPbone, LG,...
Phln ldn cdc doanh nghiep nho vd vtfa (DNNVV) cbtfa chu trong dinh vi san phd'm, cbtfa cd thdi quen sff dung dich vu ttf vd'n kinb doanh, bao gdra cd ttf vd'n ve san pha'm. Dieu nay dan dd'n vide nhieu san ph^m cd chd't Itfdng pbai chiu thiet do doanh nghiep phai vay mtfdn thffdng hieu tff cdc tap dodn bay qud'c gia khde.
Hau he't cdc cdng ty hang tieu dung trong Top 40 thtfdng hieu cong ty co gid tri ldn nhd't Viet Nam do Forbes Viet Nam cdng bo mdi ddy deu Id cac doanh nghiep hang Viet Nam chd't Itfdng cao nhtf Vinamilk, Nutifood, TH True railk, Dtfdc Hdu Giang, Thien Long...
Tuy nhien, vdi cdc doanh nghiep nhd va vffa, viec phat trie'n thtfdng hieu nhd dinh vi cdn nhieu
ban che', vdn con nhffng nham ldn nhdn hieu la thffdng hieu, thffdng hieu la bao bi, xdy dtfng thtfdng hieu la quang cao,... Mdt so'doanb nghiep vdn con Id'i suy nghT, nhtf: Chd't Itfdng to't thi can gi thtfdng hieu; it tien, lam sao dinh vi va xay dtfng thtfdng bieu; hang khdng du ban tbi can gi xdy dtfng thtfdng hieu hay nhtf "lieu cdm gap mam", "hffu xa ttf nhien htfdng"...
Ben canh nhffng ban che' neu tren, hien nay, nhilu mat hang Viet uy tin dang bi ldm gia, lam nbdi, gay anh bffdng tdi niem tm cua ngffdi tieu dung,
3. Cac phrfcfng phap dinh vi co the ap dung cho cac doanh nghidp Viet Nam dinh vi san pham thanh cdng
Thd nhd't, phai nam chac quy trinh dinh vi bao gom 5 btfdc: Xdc dinh khach hang muc tidu, phan tich dd'i thu canh tranh, nghien ctfu cac thudc tinh san phd'm, lap sd do dinh vi xac dinh tieu thffc dinh vi, quye't dinb phtfdng dn dinh vi.
Budc 1: Xdc dinh khdch hdng muc lieu Khach hang muc tidu dtfpe hieu la tdp bdp cac cd nhan bay nhdm ngtfdi ma san pham htfdng tdi.
Ndi each khde bp se la ngffdi cd the' bo tienra mua san pham. Vi vay, viec xac dinh dung dfii ttfdng nay se giup cho cdng tac dinh vi chinh xac hdn.
Vidu: Mdt loai sffa rffa mat cao ca'p, dtfdc che tao bang nhtfng hoat chd't chie't xud't tff cd cay, se cd khach hang muc tieu la pbu ntf trong dp tudi 25 - 45, sd'ng d thdnh thi thu nhap khd, ndng ddng, cd bpc thffc vd nhay cam... Nhffng cbi tie't do se giiip doanh nghidp dl dang hdn trong viec xac dinb tieu thffc dinh vi d cdc btfdc sau nay.
Budc 2: Phdn tich ddi thu cgnh tranh Khdch hdng muc tieu cua doanh nghiep nay cung cd the' la dd'i ttfdng cua doanh nghiep kiiac.
Ma ban chd't cua dinh vi la tao "cd tinb" cho san phd'm trong tdm tri cua ngtfdi tieu thu. Vi vay, doanb nghiep can phai tim hie'u phtfdng an dinh vi cua dd'i thu trtfdc khi quye't dinh ltfa chpn htfdng di cua rieng minh.
Cdc nghien ctfu cd the' tap trung vao do lu'dng stf cam nhdn cua khach hdng ve cdc san pham hien cd, so sanh toan dien cdc ddc tinb thtfdng mai, ky thudt.. va xac dinh stf khac biet cua minh trong md'i ttfdng quan dd.
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KINH DOANH
Vi du: Gia sff mdt cdng ty dtf dinh tung ra rapt loai kem danh rdng mdi chdng ban, ngffdi xay dtfngpbtfdngandinh vi se phai tim hieu td't ca cdc san pha'm cijng loai tren tbi trtfdng, tham dd xem khach hdng nghi vl cdc san pham do the' ndo... Idra cd sd de ldp sd do dinh vi sau nay.
Budc 3: Nghiin citu cdc thuoc tinh sdn phdm Tat cd nhffng thudc tinh nao cd anh bffdng tdi quyet dinb mua cua khach hdng deu cIn pbai dffdc nghien cffu cIn thdn, ttf do doanh nghiep se tim ra "ke bd " de tie'n ba nb dinh vi. Cd the' phd n tich cac thudc tinh dtfa vao hai true chinh: cdng dung ca'u tao (hieu qua ndi bat, thanh phan nguyen lieu, cdng nghe san xua't...) vd dich vu thudng mai (che' dp bao banh, dieu kien thanh toan, chinh sach hdu radi....). Ttf kd't qua nay, nha thie't ke' chie'n Itfdc se lap sd do dinb vi vd tim kid'ra phtfdng dn td'i tfu.
Budc 4: Lap sa do dinh vi xdc dinh tiiu thdc dinh vi
Sd do dinh vi Id nhffng true toa dd thi hidn gid hi cua cdc thudc tinh khde nhau md nha nghien ctfu cd the' dtfa vao do xdc dinh vi tri san phd'm ciia minh trong tffdng quan so sdnh vdi dd'i thu.
Thtfdng ngtfdi ta Idp sd do dinh vi chu ye'u dtfa tren hai true: gid ca va chd't Itfdng, cd the dtfdc cu the' hda bang mpt thudc tinh nao dd lam cho stf so sdnh rd rang hdn.
Budc 5: Quyi't dinh phuang dn dinh vi Sau rapt loat cac phan tich thudc tinh kd' tren, doanh nghiep can cdn nhac 2 didu kidn cdban sau ddy trffdc khi dffa ra tidu thffc dinh vi cud'i cung.
+ Mffe cau dff kie'n cua thi trffdng: Nd'u doanb nghidp cd Idi the'chi phi vd mud'n thffc bien chie'n Itfdc thdng tri vl gid thi cd the dinh vi htfdng vdo phan khuc ldn va ld'y gid ca Idra the' raanh nd'i bat.
Ngtfdc lai, ne'u sff dung chie'n Itfdc tap trung thi cac phdn khiic hep se Id rauc tieu vd nhffng thudc tinh khac se phu hdp hdn.
+ Mtfc dp canh tranh gitfa cac san phd'm hien CO tren thi trtfdng: Hai thtfdng bieu cd the tao nen cam nhdn gid'ng nhau d ngtfdi tidu dung nhtfng it nhd't cung cd sff khac bidt ve each thffc sff dung. Vi vay, cd the' dinh vi mpt thtfdng bieu khde vdi ddi thu nhd vao dac tinh ndy (vi du: cd phd phe budi sdng, ca phd sau bffa an, cd phe danh cho ngffdi sanh dieu...).
Thd hai, dp dung cac phtfdng phap dinb vi san pham mdt each da dang, linh boat nhtf;
-I- Dinh vi san pham thdng qua cac binh anh cua khdch hdng chang ban nhtf Id'i sd'ng, bdnh vi, phong each... cua khach bang.
Do dd, doanh nghiep can ara hid'u rd ve ldi sd'ng, hanh vi, tinh each... cua nhdm khach hang sff dung de' dinh htfdng hinh anh cua san phim mdt cdch chinh xac. Doanh nghiep can tao mdt da'u a'n cho san pha'm cffa minh khac bidt hodn todn so vdi cdc san phd'm thdng thtfdng.
+ Phtfdng phdp dinh vi thdng qua gia ca - chd't Iffdng:
Ld phtfdng phap ma d dd cac doanh nghiep la'y hai tieu thffc quan trong Id gia ca vd cha't Iffdng lam tien de dd' tao ra rapt vi tri md khach hdng mong ddi cho san phd'm cua cdng ty, doanh nghiep. Cd 4 kha ndng sau ddy khi xem xet de'n 2 tieu thffc ndy: Gid thd'p - Chd't Itfdng thd'p : Gia thd'p - Chd't Itfdng cao: Gid cao - Chd't Itfdng thd'p:
Gid cao - Chd't Itfdng cao. Thdng thtfdng chd't Itfdng tha'p thi gia thd'p, chd't Itfdng cao di kem vdi gia cao. Nhtfng ne'u doanh nghiep cd kha ndng gid tha'p nhtfng chd't Itfdng cao thi doanh nghiep cd thd' chpn chie'n Itfdc nay va tang kha ndng canh tranh cua minh. De canh tranh vdi hang ngoai chd't Itfdng cao-gid cao, cdc doanh nghiep Vidt Nara phai chpn chie'n Itfdc "chd't Itfdng cao- gia thd'p" mdi cd the' cd chd dffng tren thi trffdng the' gidi
+ Phtfdng phap dinb vi san pb^m dtfa vao cac dac tinb cua san phd'm:
Ld phtfdng phap ma cac doanh nghidp thie't ke', thie't lap nen dac tinh, dac trtfng ldi ich cua mdt san phd'm ndo do rad nhdm khach hang muc tieu dtfdc dap tfng khi sff dung. Chang han, dd la cac ddc tinh nhtf bin, tie't kiem xdng, gia ca phai chdng do'i vdi xe may; Id trang rang, thdm raidng dd'i vdi kem danh rang; la vung phu sdng dien thoai di ddng rdng, dich vu phong phu, td't...
+ Dinh vi theo dd'i thu canh tranh;
La la'y "vi tri" cua san phd'm canh tranh de' so sdnh. Doanh nghiep cd the' dinh vi d vi tri cao hdn hoac tha'p bdn so vdi dd'i thu canh tranh. Kbi dmh vi cao hdn so vdi dd'i thu canh tranh, cdng ty can cd cdc nang Itfc vtfdt trdi vl nhffng mat ndo do de dd'i dau trtfc tie'p vdi cac dd'i thu canh tranh •
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TAP CHi GONS THIfdNG
TAI LIEU THAM KHAO:
1. Trdn Minh Dgo 2010, "Marketing cdn bdn ", TrUdng Dai hoc Kmh te quoc ddn.
2. P.Kotler 2008, "Marketing cdn bdn", Nhd Xudt bdn Thdng ke.
Ngay nh§n bai: 23/3/2019
Ngay phan bien danh gia va su'a chffa: 2/4/2019 Ngay chd'p nhSn dang bai: 12/4/2019
Thdng tin tdc gid:
ThS. TRAN THO KHAI Khoa Quan tri kinh doanh
Trffotng Dai hpc Kinh td'- Ky thuat cdng nghiep
PRODUCT POSITIONING - CURRENT SITUATION AND POSITIONING METHODS WHICH ARE IMPLEMENTED
BY CURRENT VIETNAMESE ENTERPRISES
• Master. TRAN THO KHAI Faculty of Business Administration University of Economics - Technology for Industries
ABSTRACT:
Vietnam has been deeply integrating into the global economy. Especially, the Comprehensive and Progressive Agreement for Trans-Pacific Partnership (CPTPP) which took effect on January 14tb, 2019 brings many opportunities and challenges for enterprises in aU fields. Hence, it is necessary for enterprises to take advantage of most opportunities while limit challenges that enterprises may need during their integration and completion. In order to improve their corapetitiveness, enterprises must determine their position as well as competitors and have competition strategies as well as specific solutions to dominate or hold their positions in their target markets. In terras of marketing, these activities are named product positionuig on the target market. This article presents some basic knowledge about the product positioning, the cun'ent situation and positioning methods which are implemented by Vietnamese enterprises.
Keywords: Product positioning, enterprise, marketing, target market.
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