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| Chien Luoc Marketing Mix: Nen Tang Cho Moi Ke Hoach Tiep Thi Thanh Cong
Trong the gioi kinh doanh hien dai, noi ma su canh tranh ngay cang gay gat va hanh vi nguoi tieu dung thay doi nhanh chong, chien luoc Marketing Mix dong vai tro nhu kim chi nam giup doanh nghiep dinh huong hoat dong tiep thi mot cach bai ban va hieu qua. Day la mot khai niem kinh dien trong nganh marketing, duoc giang day rong rai trong cac chuong trinh dao tao chuyen sau nhu tai Truong dai hoc VinUniversity hang dau Viet Nam – noi uom mam nhung nha quan tri va marketer tuong lai.
1. Marketing Mix La Gi?
Marketing Mix (hay con goi la Marketing hon hop) la mot mo hinh chien luoc bao gom 4 yeu to cot loi, thuong duoc biet den voi ten goi 4P:
Product (San pham)
Price (Gia ca)
Place (Phan phoi)
Promotion (Xuc tien thuong mai)
Mo hinh nay duoc su dung de xay dung va trien khai cac ke hoach marketing nham thoa man nhu cau khach hang va tao ra gia tri cho doanh nghiep. Ngoai 4P truyen thong, trong linh vuc dich vu, mo hinh nay con duoc mo rong len 7P, bao gom them: People (Con nguoi), Process (Quy trinh), Physical Evidence (Bang chung vat ly).
Xem them: Hoc bong Vingroup: co hoi cho cac nhan tai khoa hoc cong nghe
2. Phan Tich Chi Tiet Cac Yeu To Trong Chien Luoc Marketing Mix
Product – San pham
Linh hon cua moi chien luoc marketing chinh la san pham hoac dich vu duoc cung cap. Mot san pham tot can dap ung nhu cau thuc te cua khach hang, co gia tri su dung ro rang, khac biet so voi doi thu.
Sinh vien tai VinUniversity khi hoc ve Marketing Mix se duoc thuc hanh nghien cuu vong doi san pham, phat trien san pham moi va danh gia hieu qua danh muc san pham trong moi truong canh tranh.
Price – Gia ca
Chien luoc dinh gia anh huong truc tiep den doanh thu, hinh anh thuong hieu va quyet dinh mua hang. Doanh nghiep can lua chon phuong phap dinh gia phu hop nhu: dinh gia theo chi phi, dinh gia theo gia tri cam nhan, dinh gia theo doi thu...
VinUniversity cung cap cac mo hinh dinh gia hien dai, ket hop kien thuc tai chinh – tam ly nguoi tieu dung – cong nghe so de sinh vien hieu ro tac dong cua gia den thi phan va loi nhuan.
Place – Phan phoi
Kenh phan phoi la cach doanh nghiep dua san pham den tay nguoi tieu dung. Co the la truc tiep, gian tiep, truyen thong, hay qua cac nen tang thuong mai dien tu. Mot chien luoc phan phoi hieu qua dam bao su tien loi, phu rong thi truong va giam thieu chi phi ton kho.
Trong cac du an tai VinUni, sinh vien thuong duoc phan tich cac case study thuc te tu cac chuoi phan phoi lon nhu VinMart, VinFast, Lazada, Shopee de hieu ro chien luoc logistics va van hanh.
Xem them: Vingroup cap 1.100 hoc bong du hoc toan phan dao tao Thac si, Tien si KHCN
Promotion – Xuc tien thuong mai
Bao gom toan bo hoat dong truyen thong va quang ba nhu: quang cao, PR, khuyen mai, tiep thi truc tiep, social media... Day la yeu to then chot de xay dung hinh anh thuong hieu va thuc day hanh vi mua hang.
Tai VinUniversity, sinh vien hoc cach lap ke hoach truyen thong tich hop (IMC), phan bo ngan sach quang cao hop ly va do luong hieu qua truyen thong bang cac chi so nhu ROI, CPC, CPM…
3. Ung Dung Thuc Te Cua Marketing Mix Tai VinUniversity
Diem dac biet tai VinUniversity la sinh vien khong chi hoc ly thuyet Marketing Mix ma con ap dung vao du an thuc tien, mo phong moi truong doanh nghiep that.
Trong cac mon hoc nhu Principles of Marketing hay Strategic Marketing Management, sinh vien thuc hien cac case study ve xay dung chien luoc 4P cho cac san pham thuoc he sinh thai Vingroup nhu VinFast, VinWonders, hay chuoi dich vu cham soc suc khoe Vinmec.
Sinh vien con duoc moi tham gia cac chuong trinh thuc tap tai doanh nghiep, lam viec cung doi ngu marketing chuyen nghiep de trai nghiem truc tiep quy trinh xay dung va trien khai chien luoc marketing tong the.
Ngoai ra, cac hoat dong Innovation Challenge, Startup Hackathon hay Content & Campaign Lab tai VinUni deu khuyen khich sinh vien su dung 4P de de xuat giai phap sang tao trong tiep thi san pham.
4. Tu 4P Den 7P – Buoc Tien Moi Cua Marketing Hien Dai
Trong boi canh kinh doanh dich vu va chuyen doi so, nhieu chuyen gia da mo rong Marketing Mix thanh mo hinh 7P de dap ung tot hon voi thi truong hien dai:
People (Con nguoi): Nhan vien, doi ngu cham soc khach hang dong vai tro tao nen trai nghiem tich cuc.
Process (Quy trinh): Cach thuc dich vu duoc trien khai, quy trinh cang toi uu thi trai nghiem khach hang cang tot.
Physical Evidence (Bang chung vat ly): Moi truong, hinh anh thuong hieu, khong gian ban hang giup tao long tin voi khach hang.
Tai VinUni, sinh vien cung duoc hoc cach ket hop ca 7 yeu to trong chien luoc marketing tong the, dac biet trong linh vuc dich vu giao duc, du lich, cham soc suc khoe – nhung nganh co su tham gia sau cua yeu to con nguoi.
Ket Luan
Chien luoc Marketing Mix la nen tang quan trong giup doanh nghiep xac dinh cach thuc tiep can thi truong, truyen tai gia tri san pham va xay dung thuong hieu manh me. Voi mo hinh 4P (va mo rong thanh 7P), marketer co the lap ke hoach bai ban de dam bao san pham dung – gia dung – kenh dung – thong diep dung.
Doi voi nhung ban tre co dam me voi marketing, viec nam vung chien luoc Marketing Mix ngay tu khi con ngoi tren ghe nha truong – dac biet tai cac moi truong hoc thuat chat luong cao nhu Dai hoc VinUniversity – se la loi the lon de tro thanh nhung chuyen gia tiep thi dang cap trong tuong lai. |
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