{"id":22258,"date":"2019-05-23T02:34:16","date_gmt":"2019-05-22T19:34:16","guid":{"rendered":"https:\/\/gudjob.net\/?p=22258"},"modified":"2026-08-19T12:05:30","modified_gmt":"2026-08-19T05:05:30","slug":"do-luong-tam-quan-trong-cua-thiet-ke-trong-tang-truong-kinh-doanh","status":"publish","type":"post","link":"https:\/\/gudjob.net\/ko\/blog\/do-luong-tam-quan-trong-cua-thiet-ke-trong-tang-truong-kinh-doanh\/","title":{"rendered":"\u0110o l\u01b0\u1eddng t\u1ea7m quan tr\u1ecdng c\u1ee7a thi\u1ebft k\u1ebf trong t\u0103ng tr\u01b0\u1edfng kinh doanh"},"content":{"rendered":"<p><!--kg-card-begin: html--><\/p>\n<p><em>B\u00e0i vi\u1ebft n\u00e0y \u0111\u01b0a ra c\u00e1ch \u0111\u1ec3 chuy\u1ec3n \u0111\u1ed5i nh\u1eadn th\u1ee9c v\u1ec1 thi\u1ebft k\u1ebf b\u1eb1ng vi\u1ec7c ch\u1ee9ng minh t\u1ea7m quan tr\u1ecdng c\u1ee7a thi\u1ebft k\u1ebf \u0111\u1ed1i v\u1edbi kinh doanh.<\/em><\/p>\n<ul>\n<li><em>Ph\u00e1t tri\u1ec3n m\u1ed9t m\u00f4 h\u00ecnh m\u1edbi \u0111\u01a1n gi\u1ea3n, d\u1ec5 hi\u1ec3u \u0111\u1ec3 \u0111o l\u01b0\u1eddng gi\u00e1 tr\u1ecb c\u1ee7a thi\u1ebft k\u1ebf v\u00e0 gi\u1ea3i th\u00edch cho m\u1ecdi ng\u01b0\u1eddi trong to\u00e0n t\u1ed5 ch\u1ee9c.<\/em><\/li>\n<li><em>Bi\u1ebft ch\u00ednh x\u00e1c nh\u1eefng g\u00ec c\u1ea7n \u0111o l\u01b0\u1eddng th\u00f4ng qua vi\u1ec7c bi\u1ebft ch\u00ednh x\u00e1c c\u00e1ch b\u1ea1n \u0111\u1ecbnh ngh\u0129a v\u1ec1 thi\u1ebft k\u1ebf.<\/em><\/li>\n<li><em>Th\u00f4ng qua nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng, ch\u1ee9ng minh r\u1eb1ng thi\u1ebft k\u1ebf hi\u1ec7u qu\u1ea3 t\u00e1c \u0111\u1ed9ng \u0111\u1ebfn c\u00e1c s\u1ed1 li\u1ec7u ch\u00ednh nh\u01b0: m\u1ee9c \u0111\u1ed9 \u01b0u ti\u00ean th\u01b0\u01a1ng hi\u1ec7u, s\u1ee9c mua c\u1ee7a kh\u00e1ch h\u00e0ng v\u00e0 t\u0103ng tr\u01b0\u1edfng l\u1ee3i nhu\u1eadn.<\/em><\/li>\n<li><em>Vi\u1ec7c \u0111o l\u01b0\u1eddng n\u00ean \u0111\u01b0\u1ee3c ti\u1ebfn h\u00e0nh tr\u01b0\u1edbc v\u00e0 sau khi thay \u0111\u1ed5i thi\u1ebft k\u1ebf \u0111\u1ec3 theo d\u00f5i k\u1ebft qu\u1ea3 v\u00e0 cho ph\u00e9p t\u00ednh to\u00e1n ROI; cu\u1ed1i c\u00f9ng, lu\u00f4n lu\u00f4n li\u00ean k\u1ebft thi\u1ebft k\u1ebf v\u1edbi t\u00e0i ch\u00ednh \u0111\u1ec3 th\u1ef1c hi\u1ec7n qu\u1ea3n l\u00fd c\u1ea5p cao.<\/em><\/li>\n<\/ul>\n<p>&#8212;&#8212;&#8212;-<\/p>\n<p>B\u1eb1ng tr\u1ef1c gi\u00e1c, ch\u00fang ta hi\u1ec3u r\u1eb1ng thi\u1ebft k\u1ebf r\u1ea5t quan tr\u1ecdng \u0111\u1ed1i v\u1edbi m\u1ed7i doanh nghi\u1ec7p. Nh\u01b0ng t\u00e1c \u0111\u1ed9ng c\u1ee7a thi\u1ebft k\u1ebf v\u1ed1n r\u1ea5t kh\u00f3 \u0111\u1ec3 \u0111o l\u01b0\u1eddng. K\u1ebft qu\u1ea3 l\u00e0 vi\u1ec7c thi\u1ebft k\u1ebf kh\u00f4ng \u0111\u01b0\u1ee3c c\u00e1c c\u00f4ng ty ch\u00fa tr\u1ecdng. Gi\u00e1m \u0111\u1ed1c \u0111i\u1ec1u h\u00e0nh c\u1ea5p cao coi vi\u1ec7c chi ti\u00eau cho thi\u1ebft k\u1ebf l\u00e0 chi ph\u00ed thu\u1ea7n t\u00fay, ph\u00ed ph\u00e1t sinh v\u00e0 th\u01b0\u1eddng l\u00e0 s\u1ef1 l\u00e3ng ph\u00ed kh\u00f4ng c\u1ea7n thi\u1ebft. C\u00e1c b\u1ed9 nh\u1eadn di\u1ec7n doanh nghi\u1ec7p (Corporate Identity Programs) \u0111\u01b0\u1ee3c n\u00f3i \u0111\u1ebfn nh\u01b0 &#8220;s\u1ef1 l\u00e3ng ph\u00ed ti\u1ec1n \u0111\u1ec3 th\u1ecfa m\u00e3n c\u00e1i t\u00f4i c\u1ee7a CEO&#8221;.<\/p>\n<p>V\u00ec v\u1eady, c\u00e1c c\u00f4ng ty e ng\u1ea1i \u0111\u01b0a ra c\u00e1c thay \u0111\u1ed5i \u0111\u1ed1i v\u1edbi nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u, bao b\u00ec ho\u1eb7c thi\u1ebft k\u1ebf s\u1ea3n ph\u1ea9m. Chi ph\u00ed tri\u1ec3n khai thi\u1ebft k\u1ebf m\u1edbi c\u00f3 th\u1ec3 khi\u1ebfn c\u00e1c c\u00f4ng ty \u00e1i ng\u1ea1i v\u00e0 h\u1ecd ti\u1ebfp t\u1ee5c duy tr\u00ec m\u1ed9t thi\u1ebft k\u1ebf c\u0169 qu\u00e1 l\u00e2u l\u00e0m cho n\u00f3 tr\u1edf n\u00ean c\u0169 k\u1ef9 th\u1eadm ch\u00ed tr\u1edf n\u00ean qu\u00e1 quen thu\u1ed9c t\u1edbi m\u1ee9c v\u00f4 h\u00ecnh \u1edf n\u01a1i tr\u01b0ng b\u00e0y.<\/p>\n<p>Vi\u1ec7c thi\u1ebfu nh\u1eefng l\u1ee3i \u00edch t\u00e0i ch\u00ednh r\u00f5 r\u00e0ng t\u1eeb vi\u1ec7c \u0111\u1ed5i m\u1edbi thi\u1ebft k\u1ebf g\u00e2y ra s\u1ef1 thi\u1ebfu t\u00f4n tr\u1ecdng \u0111\u1ed1i v\u1edbi vi\u1ec7c thi\u1ebft k\u1ebf v\u00e0 c\u00e1c nh\u00e0 thi\u1ebft k\u1ebf. Thi\u1ebft k\u1ebf \u0111\u01b0\u1ee3c coi l\u00e0 m\u1ed9t ch\u1ee7 \u0111\u1ec1 m\u00e0 b\u1ea5t c\u1ee9 ai c\u0169ng c\u00f3 th\u1ec3 b\u00e0n lu\u1eadn. CFO s\u1ebd kh\u00f4ng bao gi\u1edd th\u1ec3 hi\u1ec7n m\u00ecnh l\u00e0 chuy\u00ean gia v\u1ec1 nh\u00e2n l\u1ef1c ho\u1eb7c c\u00f4ng ngh\u1ec7, nh\u01b0ng h\u1ecd c\u00f3 th\u1ec3 t\u1ecf ra l\u00e0 m\u1ed9t chuy\u00ean gia khi n\u00f3i \u0111\u1ebfn thi\u1ebft k\u1ebf. T\u00e1c \u0111\u1ed9ng c\u1ee7a thi\u1ebft k\u1ebf h\u1ea7u nh\u01b0 kh\u00f4ng \u0111\u01b0\u1ee3c c\u00f4ng nh\u1eadn cho \u0111\u1ebfn khi c\u00f3 m\u1ed9t thi\u1ebft k\u1ebf sai l\u1ec7ch n\u00e0o \u0111\u00f3 khi\u1ebfn cho doanh thu s\u1ee5t gi\u1ea3m nghi\u00eam tr\u1ecdng.<\/p>\n<p>R\u00f5 r\u00e0ng, c\u00f3 m\u1ed9t nhu c\u1ea7u c\u1ea5p thi\u1ebft v\u1ec1 vi\u1ec7c chuy\u1ec3n \u0111\u1ed5i nh\u1eadn th\u1ee9c v\u1ec1 thi\u1ebft k\u1ebf b\u1eb1ng c\u00e1ch ch\u1ee9ng minh t\u1ea7m quan tr\u1ecdng c\u1ee7a thi\u1ebft k\u1ebf \u0111\u1ed1i v\u1edbi doanh nghi\u1ec7p. Ch\u1ec9 khi \u0111\u00f3ng g\u00f3p c\u1ee7a thi\u1ebft k\u1ebf \u0111\u1ebfn t\u0103ng tr\u01b0\u1edfng kinh doanh \u0111\u01b0\u1ee3c ch\u1ee9ng minh, thi\u1ebft k\u1ebf s\u1ebd \u0111\u01b0\u1ee3c \u0111\u1ed1i x\u1eed m\u1ed9t c\u00e1ch x\u1ee9ng \u0111\u00e1ng. Nh\u1edd v\u1eady thi\u1ebft k\u1ebf m\u1edbi c\u00f3 th\u1ec3 nh\u1eadn \u0111\u01b0\u1ee3c kho\u1ea3n \u0111\u1ea7u t\u01b0 c\u1ea7n thi\u1ebft \u0111\u1ec3 t\u1eadn d\u1ee5ng t\u1ed1i \u0111a ti\u1ec1m n\u0103ng c\u1ee7a m\u00ecnh v\u00e0 cho ra gi\u00e1 tr\u1ecb t\u00e0i ch\u00ednh.<\/p>\n<p>M\u1ee5c ti\u00eau c\u1ee7a t\u00e0i li\u1ec7u n\u00e0y l\u00e0 \u0111\u01b0a ra m\u1ed9t m\u00f4 h\u00ecnh m\u1edbi \u0111\u1ec3 \u0111o l\u01b0\u1eddng ROI c\u1ee7a vi\u1ec7c \u0111\u1ea7u t\u01b0 v\u00e0o thi\u1ebft k\u1ebf, sau \u0111\u00f3 \u00e1p d\u1ee5ng m\u00f4 h\u00ecnh gi\u1ea3i quy\u1ebft c\u00e1c t\u00ecnh hu\u1ed1ng c\u0169ng nh\u01b0 thay \u0111\u1ed5i th\u00e1i \u0111\u1ed9 c\u00f4ng ty.<\/p>\n<h2 id=\"bcqhm\"><strong>\u0110\u1ecbnh ngh\u0129a<\/strong><\/h2>\n<p>Trong t\u00e0i li\u1ec7u n\u00e0y, t\u1eeb \u201cthi\u1ebft k\u1ebf\u201d d\u00f9ng \u0111\u1ec3 ch\u1ec9 b\u1ea5t k\u1ef3 h\u00ecnh th\u1ee9c giao ti\u1ebfp n\u00e0o \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n th\u00f4ng qua c\u00e1c t\u00edn hi\u1ec7u th\u1ecb gi\u00e1c. Trong ph\u1ea1m vi h\u1eb9p, nh\u01b0 l\u00e0 logo, nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u ho\u1eb7c bao b\u00ec; ho\u1eb7c r\u1ed9ng h\u01a1n l\u00e0 bao g\u1ed3m thi\u1ebft k\u1ebf s\u1ea3n ph\u1ea9m, website hay thi\u1ebft k\u1ebf \u0111i\u1ec3m b\u00e1n, ho\u1eb7c m\u1ed9t c\u00e1ch t\u1ed5ng th\u1ec3, thi\u1ebft k\u1ebf \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng \u0111\u1ec3 t\u1ea1o ra <strong>to\u00e0n b\u1ed9 tr\u1ea3i nghi\u1ec7m c\u1ee7a kh\u00e1ch h\u00e0ng.<\/strong><\/p>\n<h2 id=\"ag58l\"><strong>B\u1eaft \u0111\u1ea7u t\u1eeb \u0111\u00e2u<\/strong><\/h2>\n<p>C\u00f3 ba vi\u1ec7c c\u01a1 b\u1ea3n c\u1ea7n \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n \u0111\u1ea3m b\u1ea3o cho s\u1ef1 th\u00e0nh c\u00f4ng c\u1ee7a vi\u1ec7c \u0111o l\u01b0\u1eddng c\u00e1ch m\u00e0 thi\u1ebft k\u1ebf t\u1ea1o ra gi\u00e1 tr\u1ecb.<\/p>\n<h3 id=\"7qp7e\">1. X\u00e1c \u0111\u1ecbnh b\u1ea1n \u0111ang \u0111o c\u00e1i g\u00ec<\/h3>\n<p>B\u01b0\u1edbc \u0111\u1ea7u ti\u00ean l\u00e0 ph\u1ea3i hi\u1ec3u ch\u00ednh x\u00e1c \u00fd ngh\u0129a c\u1ee7a \u201cthi\u1ebft k\u1ebf\u201d trong tr\u01b0\u1eddng h\u1ee3p c\u1ee5 th\u1ec3 n\u00e0y \u2013 m\u1ee9c \u0111\u1ed9 r\u1ed9ng, h\u1eb9p v\u1ec1 \u0111\u1ecbnh ngh\u0129a c\u1ee7a thi\u1ebft k\u1ebf ra sao?<\/p>\n<h3 id=\"dcjuh\">2. X\u00e1c \u0111\u1ecbnh r\u00f5 m\u1ee5c \u0111\u00edch c\u1ee7a vi\u1ec7c \u0111o l\u01b0\u1eddng<\/h3>\n<p>T\u1ea1i sao b\u1ea1n l\u00e0m \u0111i\u1ec1u n\u00e0y? Nh\u1eefng c\u00e2u h\u1ecfi b\u1ea1n \u0111ang c\u1ed1 g\u1eafng tr\u1ea3 l\u1eddi l\u00e0 g\u00ec? C\u00e1c c\u00e2u h\u1ecfi \u0111o l\u01b0\u1eddng thi\u1ebft k\u1ebf c\u00f3 th\u1ec3 tr\u1ea3 l\u1eddi \u0111\u01b0\u1ee3c ph\u00e2n lo\u1ea1i th\u00e0nh ba nh\u00f3m ch\u00ednh:<\/p>\n<h3>i) \u0110\u1ea1t \u0111\u01b0\u1ee3c ph\u00ea duy\u1ec7t ng\u00e2n s\u00e1ch<\/h4>\n<p>L\u00e0m r\u00f5 l\u00fd do \u0111\u1ec3 \u0111\u1ea7u t\u01b0 v\u00e0o thi\u1ebft k\u1ebf c\u00f3 l\u1ebd l\u00e0 \u0111i\u1ec1u th\u1ef1c t\u1ebf nh\u1ea5t trong c\u00e1ch ti\u1ebfp c\u1eadn n\u00e0y. C\u00e1ch ti\u1ebfp c\u1eadn d\u1ef1a tr\u00ean gi\u00e1 tr\u1ecb t\u1ea1o ra s\u1ebd l\u00e0m cho vi\u1ec7c ph\u00ea duy\u1ec7t ng\u00e2n s\u00e1ch cho c\u00e1c c\u00f4ng vi\u1ec7c thi\u1ebft k\u1ebf tr\u1edf n\u00ean d\u1ec5 d\u00e0ng h\u01a1n. C\u00e1c y\u00eau c\u1ea7u v\u1ec1 ng\u00e2n s\u00e1ch c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c ch\u1ee9ng minh theo c\u00e1ch m\u00e0 c\u00e1c b\u1ed9 ph\u1eadn t\u00e0i ch\u00ednh, CEO v\u00e0 h\u1ed9i \u0111\u1ed3ng qu\u1ea3n tr\u1ecb c\u00f3 th\u1ec3 h\u00ecnh dung \u0111\u01b0\u1ee3c.<\/p>\n<h3>ii) Ra quy\u1ebft \u0111\u1ecbnh thi\u1ebft k\u1ebf<\/h4>\n<p>\u0110\u1ecbnh l\u01b0\u1ee3ng c\u00e1c t\u00e1c \u0111\u1ed9ng t\u00e0i ch\u00ednh c\u00f3 th\u1ec3 gi\u00fap \u0111\u1ea3m b\u1ea3o r\u1eb1ng c\u00e1c quy\u1ebft \u0111\u1ecbnh v\u1ec1 thi\u1ebft k\u1ebf \u0111\u01b0\u1ee3c \u0111\u01b0a ra l\u00e0 ph\u00f9 h\u1ee3p. Th\u00f4ng th\u01b0\u1eddng ch\u1ecdn m\u1ed9t gi\u1ea3i ph\u00e1p thi\u1ebft k\u1ebf l\u00e0 quy\u1ebft \u0111\u1ecbnh ch\u1ee7 quan d\u1ef1a v\u00e0o \u00fd th\u00edch c\u1ee7a nh\u00e2n vi\u00ean c\u00f3 th\u00e2m ni\u00ean nh\u1ea5t ho\u1eb7c s\u1ef1 \u1ee7ng h\u1ed9 c\u1ee7a s\u1ed1 \u0111\u00f4ng c\u00e1c \u0111\u1ed3ng nghi\u1ec7p \u2013 nh\u1eefng ng\u01b0\u1eddi h\u1ea7u nh\u01b0 kh\u00f4ng c\u00f3 ki\u1ebfn th\u1ee9c chuy\u00ean m\u00f4n \u0111\u1ec3 \u0111\u00e1nh gi\u00e1 c\u00e1c thi\u1ebft k\u1ebf. \u0110o l\u01b0\u1eddng ROI (Return on Investment) t\u1eeb c\u00e1c ph\u01b0\u01a1ng \u00e1n thi\u1ebft k\u1ebf kh\u00e1c nhau c\u00f3 th\u1ec3 l\u00e0m cho vi\u1ec7c ch\u1ecdn l\u1ef1a \u0111\u01b0\u1ee3c d\u1ef1a tr\u00ean c\u00e1c ti\u00eau ch\u00ed doanh thu v\u00e0 l\u1ee3i nhu\u1eadn, thay v\u00ec s\u1edf th\u00edch c\u00e1 nh\u00e2n c\u1ee7a ai \u0111\u00f3.<\/p>\n<h3>iii) Thay \u0111\u1ed5i th\u00e1i \u0111\u1ed9<\/h4>\n<p>Ch\u1ec9 \u0111o l\u01b0\u1eddng t\u00e1c \u0111\u1ed9ng c\u1ee7a thi\u1ebft k\u1ebf 1 l\u1ea7n l\u00e0 kh\u00f4ng \u0111\u1ee7, n\u00f3 ph\u1ea3i \u0111\u01b0\u1ee3c theo d\u00f5i th\u01b0\u1eddng xuy\u00ean \u0111\u1ec3 t\u1ea1o ra m\u1ed9t s\u1ef1 thay \u0111\u1ed5i v\u1ec1 th\u00e1i \u0111\u1ed9 c\u1ee7a c\u00e1c c\u00f4ng ty trong d\u00e0i h\u1ea1n. Brand Tracking ph\u1ea3i v\u01b0\u01a1n r\u1ed9ng ra kh\u1ecfi kh\u00eda c\u1ea1nh truy\u1ec1n th\u00f4ng \u0111\u1ec3 bao g\u1ed3m c\u1ea3 thi\u1ebft k\u1ebf &amp; li\u00ean k\u1ebft v\u1edbi ti\u1ec1n b\u1ea1c. T\u1eeb \u0111\u00f3 c\u00f3 th\u1ec3 ch\u1ee9ng m\u00ecnh \u0111\u01b0\u1ee3c gi\u00e1 tr\u1ecb m\u00e0 thi\u1ebft k\u1ebf t\u1ea1o ra v\u00e0 khi l\u1eb7p l\u1ea1i chu tr\u00ecnh n\u00e0y nhi\u1ec1u l\u1ea7n n\u00f3 s\u1ebd d\u1ea7n \u0111\u01b0\u1ee3c c\u00f4ng nh\u1eadn trong c\u00e1c t\u1ed5 ch\u1ee9c.<\/p>\n<h3 id=\"hno2\">3. \u0110\u1ea3m b\u1ea3o r\u1eb1ng b\u1ea1n s\u1ebd c\u00f3 th\u1ec3 c\u00f3 \u0111\u01b0\u1ee3c t\u1ea5t c\u1ea3 c\u00e1c th\u00f4ng tin \u0111\u1ea7u v\u00e0o quan tr\u1ecdng<\/h3>\n<p>Ba lo\u1ea1i d\u1eef li\u1ec7u c\u1ea7n thi\u1ebft cho ph\u00e9p \u0111o l\u01b0\u1eddng thi\u1ebft k\u1ebf d\u1ef1a tr\u00ean gi\u00e1 tr\u1ecb:<\/p>\n<h4 id=\"mho9\">Nghi\u00ean c\u1ee9u \u0111\u1ecbnh l\u01b0\u1ee3ng th\u1ecb tr\u01b0\u1eddng:<\/h4>\n<p>M\u1ed9t trong nh\u1eefng l\u00fd do khi\u1ebfn cho ROI c\u1ee7a thi\u1ebft k\u1ebf hi\u1ebfm khi \u0111\u01b0\u1ee3c \u0111o l\u01b0\u1eddng \u0111\u00f3 l\u00e0 v\u00ec n\u00f3 kh\u00f4ng \u0111\u01b0\u1ee3c \u0111\u01b0a v\u00e0o c\u00e1c kh\u1ea3o s\u00e1t \u0111o l\u01b0\u1eddng th\u01b0\u01a1ng hi\u1ec7u (Brand Tracking) hay c\u00e1c nghi\u00ean c\u1ee9u v\u1ec1 s\u1ef1 h\u00e0i l\u00f2ng c\u1ee7a kh\u00e1ch h\u00e0ng (Customer Satisfaction). Ch\u00ednh v\u00ec th\u1ebf, kh\u00f4ng c\u00f3 s\u1eb5n c\u00e1c d\u1eef li\u1ec7u \u0111\u1ec3 \u0111\u00e1nh gi\u00e1. N\u1ebfu b\u1ea1n mu\u1ed1n b\u01b0\u1edbc ch\u00e2n v\u00e0o \u0111o l\u01b0\u1eddng thi\u1ebft k\u1ebf, b\u1ea1n ph\u1ea3i \u0111\u1ea3m b\u1ea3o r\u1eb1ng m\u00ecnh c\u00f3 m\u1ed9t quy chu\u1ea9n nghi\u00ean c\u1ee9u m\u1edbi, k\u1ebf ho\u1ea1ch th\u1ef1c hi\u1ec7n c\u0169ng nh\u01b0 ng\u00e2n s\u00e1ch cho vi\u1ec7c nghi\u00ean c\u1ee9u. Kh\u00f4ng c\u1ea7n ph\u1ea3i qu\u00e1 t\u1ed1n k\u00e9m cho nghi\u00ean c\u1ee9u, nh\u01b0ng d\u00e0nh ra ng\u00e2n s\u00e1ch l\u00e0 vi\u1ec7c quan tr\u1ecdng.<\/p>\n<h4 id=\"3g3uq\">D\u1eef li\u1ec7u v\u1ec1 doanh s\u1ed1 &amp; bi\u00ean l\u1ee3i nhu\u1eadn<\/h4>\n<p>\u0110\u1ec3 g\u1eafn k\u1ebft ph\u00e2n t\u00edch v\u1edbi k\u1ebft qu\u1ea3 kinh doanh, b\u1ea1n c\u1ea7n c\u00e1c d\u1eef li\u1ec7u t\u00e0i ch\u00ednh li\u00ean quan \u0111\u1ebfn c\u00e1c th\u01b0\u01a1ng hi\u1ec7u s\u1eed d\u1ee5ng thi\u1ebft k\u1ebf ho\u1eb7c d\u1ef1 \u0111\u1ecbnh s\u1ebd s\u1eed d\u1ee5ng. \u0110\u00f3 l\u00e0 c\u00e1c d\u1eef li\u1ec7u c\u00f3 s\u1eb5n t\u1ea1i c\u00f4ng ty \u2013 t\u1ed1t nh\u1ea5t l\u00e0 m\u1ed9t b\u1ed9 P&amp;L v\u00e0 d\u1ef1 b\u00e1o t\u0103ng tr\u01b0\u1edfng \u0111\u1ea7y \u0111\u1ee7 t\u1eeb c\u00e1c k\u1ebf ho\u1ea1ch chi\u1ebfn l\u01b0\u1ee3c, n\u1ebfu kh\u00f4ng th\u00ec c\u0169ng c\u00f3 th\u1ec3 s\u1eed d\u1ee5ng doanh thu, bi\u00ean l\u1ee3i nhu\u1eadn c\u1ee7a 1 n\u0103m k\u00e8m theo d\u1ef1 b\u00e1o t\u1ef7 l\u1ec7 t\u0103ng tr\u01b0\u1edfng c\u1ee7a 3-5 n\u0103m.<\/p>\n<h4 id=\"522ll\">Chi ph\u00ed \u0111\u1ea7u t\u01b0 cho thi\u1ebft k\u1ebf<\/h4>\n<p>\u0110\u1ec3 ch\u1ee9ng minh ROI t\u1eeb thi\u1ebft k\u1ebf, b\u1ea1n ph\u1ea3i hi\u1ec3u r\u00f5 chi ph\u00ed b\u1ecf ra l\u00e0 bao nhi\u00eau. N\u1ebfu b\u1ea1n \u0111ang \u0111o l\u01b0\u1eddng m\u1ed9t thi\u1ebft k\u1ebf \u0111\u00e3 \u0111\u01b0\u1ee3c tri\u1ec3n khai, \u1ee9ng d\u1ee5ng th\u00ec n\u00f3 s\u1ebd l\u00e0 chi ph\u00ed th\u1ef1c t\u1ebf \u0111\u00e3 b\u1ecf ra. C\u00f2n v\u1edbi vi\u1ec7c \u0111o l\u01b0\u1eddng t\u00e1c \u0111\u1ed9ng c\u1ee7a m\u1ed9t \u0111\u1ec1 xu\u1ea5t thi\u1ebft k\u1ebf m\u1edbi th\u00ec n\u00f3 s\u1ebd l\u00e0 d\u1ef1 tr\u00f9 ng\u00e2n s\u00e1ch.<\/p>\n<h2 id=\"9s2og\"><strong>Nh\u1eefng y\u1ebfu t\u1ed1 thi\u1ebft y\u1ebfu <\/strong><\/h2>\n<p>M\u00f4 h\u00ecnh n\u00e0y v\u1ec1 m\u1eb7t kh\u00e1i ni\u1ec7m th\u00ec c\u1ef1c k\u1ef3 \u0111\u01a1n gi\u1ea3n nh\u01b0ng khi th\u1ef1c hi\u1ec7n l\u1ea1i kh\u00f4ng d\u1ec5 d\u00e0ng<\/p>\n<h3 id=\"68mpp\">Hi\u1ec3u c\u00e1ch thi\u1ebft k\u1ebf th\u00fac \u0111\u1ea9y h\u00e0nh vi mua h\u00e0ng<\/h3>\n<p>B\u00ed quy\u1ebft \u0111\u1ec3 \u0111o l\u01b0\u1eddng c\u00e1c gi\u00e1 tr\u1ecb t\u1ea1o ra b\u1edfi thi\u1ebft k\u1ebf l\u00e0 x\u00e1c \u0111\u1ecbnh m\u1ee9c \u0111\u1ed9 hi\u1ec7u qu\u1ea3 m\u00e0 thi\u1ebft k\u1ebf t\u1ea1o ra <strong>s\u1ef1 \u01b0u ti\u00ean<\/strong>, hay ch\u00ednh x\u00e1c h\u01a1n l\u00e0 x\u00e1c \u0111\u1ecbnh vai tr\u00f2 c\u1ee7a thi\u1ebft k\u1ebf trong vi\u1ec7c <strong>th\u00fac \u0111\u1ea9y h\u00e0nh vi mua h\u00e0ng<\/strong>. \u0110\u00e2y l\u00e0 l\u00fac b\u1ea1n c\u1ea7n hi\u1ec3u m\u1ed9t ch\u00fat v\u1ec1 nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng \u0111\u1ec3 t\u00e1ch thi\u1ebft k\u1ebf ra kh\u1ecfi c\u00e1c y\u1ebfu t\u1ed1 kh\u00e1c nh\u1eb1m c\u00e1c \u0111\u1ecbnh t\u00e1c \u0111\u1ed9ng c\u1ee7a n\u00f3 \u0111\u1ed1i v\u1edbi h\u00e0nh vi ng\u01b0\u1eddi ti\u00eau d\u00f9ng. Nghi\u00ean c\u1ee9u n\u00e0y \u0111\u01b0\u1ee3c x\u00e2y d\u1ef1ng \u0111\u1ec3 gi\u1ea3i \u0111\u00e1p l\u00fd do t\u1ea1i sao kh\u00e1ch h\u00e0ng mua m\u1ed9t m\u1eb7t h\u00e0ng hay s\u1eed d\u1ee5ng 1 d\u1ecbch v\u1ee5 c\u1ee5 th\u1ec3 &amp; vai tr\u00f2 c\u1ee7a thi\u1ebft k\u1ebf trong quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng \u0111\u00f3.<\/p>\n<p>Ph\u00e2n t\u00edch n\u00e0y tr\u1ea3 l\u1eddi 2 c\u00e2u h\u1ecfi:<br \/>1) \u0110\u00e2u l\u00e0 nh\u1eefng <strong>s\u1ef1 th\u00fac \u0111\u1ea9y <\/strong>quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng?<br \/>2) Thi\u1ebft k\u1ebf \u0111\u00f3ng vai tr\u00f2 g\u00ec trong c\u00e1c s\u1ef1 th\u00fac \u0111\u1ea9y n\u00e0y?<br \/>C\u00e1c y\u1ebfu t\u1ed1 v\u1ec1 thi\u1ebft k\u1ebf c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c ph\u00e2n t\u00e1ch ra: t\u1eeb graphics v\u00e0 m\u00e0u s\u1eafc, cho \u0111\u1ebfn thi\u1ebft k\u1ebf s\u1ea3n ph\u1ea9m &amp; d\u1ecbch v\u1ee5 (product &amp; service design), hay thi\u1ebft k\u1ebf tr\u1ea3i nghi\u1ec7m website, tr\u1ea3i nghi\u1ec7m t\u1ea1i \u0111i\u1ec3m b\u00e1n&#8230;<\/p>\n<p>\u1ede v\u00ed d\u1ee5 n\u00e0y, ta th\u1ea5y thi\u1ebft k\u1ebf \u0111\u00f3ng vai tr\u00f2 ch\u00ednh trong vi\u1ec7c th\u00fac \u0111\u1ea9y mua h\u00e0ng c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u A, v\u1edbi vi\u1ec7c <strong>thi\u1ebft k\u1ebf s\u1ea3n ph\u1ea9m &amp; thi\u1ebft k\u1ebf bao b\u00ec<\/strong> l\u00e0 2 y\u1ebfu t\u1ed1 quan tr\u1ecdng. Th\u01b0\u01a1ng hi\u1ec7u B \u0111\u01b0\u1ee3c mua nhi\u1ec1u ch\u1ee7 y\u1ebfu do ch\u1ee9c n\u0103ng c\u1ee7a m\u00ecnh &amp; thi\u1ebft k\u1ebf gi\u1eef vai tr\u00f2 \u00edt h\u01a1n, nh\u01b0ng v\u1eabn quan tr\u1ecdng v\u00ec n\u00f3 l\u00e0m <strong>tr\u1ea3i nghi\u1ec7m mua h\u00e0ng online<\/strong> tr\u1edf n\u00ean d\u1ec5 d\u00e0ng &amp; h\u00e0i l\u00f2ng h\u01a1n.<\/p>\n<figure class=\"wp-block-image image regular\"><img decoding=\"async\" src=\"https:\/\/images.storychief.com\/account_2973\/info12x-100_9e6bcf25ce142634d55cf6caea6b597e_800.jpg\" alt=\"|\"><figcaption>B\u1ea3ng 1: \u0110o l\u01b0\u1eddng t\u00e1c \u0111\u1ed9ng c\u1ee7a thi\u1ebft k\u1ebf \u0111\u1ed1i v\u1edbi vi\u1ec7c mua h\u00e0ng<\/figcaption><\/figure>\n<h4>\u00a0<\/h4>\n<h3 id=\"86lg1\">Li\u00ean k\u1ebft h\u00e0nh vi mua h\u00e0ng v\u1edbi doanh s\u1ed1 v\u00e0 l\u1ee3i nhu\u1eadn<\/h3>\n<p>Sau khi hi\u1ec3u v\u1ec1 t\u00e1c \u0111\u1ed9ng c\u1ee7a thi\u1ebft k\u1ebf \u0111\u1ebfn quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng, b\u01b0\u1edbc ti\u1ebfp theo l\u00e0 chuy\u1ec3n h\u00f3a ch\u00fang th\u00e0nh <strong>ti\u1ec1n<\/strong> \u0111\u1ec3 ch\u1ec9 ra vi\u1ec7c thi\u1ebft k\u1ebf th\u00fac \u0111\u1ea9y doanh s\u1ed1 v\u00e0 t\u0103ng tr\u01b0\u1edfng l\u1ee3i nhu\u1eadn nh\u01b0 th\u1ebf n\u00e0o. C\u00e1ch ti\u1ebfp c\u1eadn n\u00e0y l\u1ea5y c\u1ea3m h\u1ee9ng t\u1eeb vi\u1ec7c t\u1ea1o ra gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u (brand value), trong \u0111\u00f3 ch\u1ee7 tr\u01b0\u01a1ng thay \u0111\u1ed5i ho\u00e0n to\u00e0n c\u00e1c c\u00e1ch \u0111\u1ecbnh gi\u00e1 th\u01b0\u01a1ng hi\u1ec7u truy\u1ec1n th\u1ed1ng, \u0111\u1ec3 bi\u1ebfn c\u00e1c k\u1ebft qu\u1ea3 \u0111\u1ea7u ra tr\u1edf n\u00ean h\u1eefu d\u1ee5ng.<\/p>\n<p>Kh\u00e1i ni\u1ec7m n\u00e0y r\u1ea5t \u0111\u01a1n gi\u1ea3n \u2013 s\u1ee9c mua kh\u00e1ch h\u00e0ng t\u1ea1o ra 100% doanh s\u1ed1 v\u00e0 l\u1ee3i nhu\u1eadn. Kh\u00f4ng c\u00f3 kh\u00e1ch h\u00e0ng th\u00ec kh\u00f4ng c\u00f3 d\u00f2ng ti\u1ec1n. Nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng gi\u00fap ta hi\u1ec3u t\u1ec9 l\u1ec7 m\u00e0 thi\u1ebft k\u1ebf \u0111\u00f3ng g\u00f3p v\u00e0o quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng, c\u1ee9 cho l\u00e0 20%. \u0110i\u1ec1u n\u00e0y c\u00f3 ngh\u0129a l\u00e0 20% d\u00f2ng ti\u1ec1n c\u00f3 li\u00ean quan \u0111\u1ebfn thi\u1ebft k\u1ebf. K\u1ebft qu\u1ea3 n\u00e0y th\u1ec3 hi\u1ec7n s\u1ef1 li\u00ean k\u1ebft v\u1edbi t\u00e0i ch\u00ednh doanh nghi\u1ec7p v\u00e0 nh\u1eefng d\u00f2ng ti\u1ec1n t\u01b0\u01a1ng lai c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c t\u1ea1o ra t\u1eeb thi\u1ebft k\u1ebf<\/p>\n<p>\u0110\u1ea7u ra c\u1ee7a ph\u1ea7n ph\u00e2n t\u00edch n\u00e0y l\u00e0: doanh thu, l\u1ee3i nhu\u1eadn v\u00e0 gi\u00e1 tr\u1ecb doanh nghi\u1ec7p \u0111\u01b0\u1ee3c s\u1ea3n sinh b\u1edfi thi\u1ebft k\u1ebf.<\/p>\n<figure class=\"wp-block-image image regular\"><img decoding=\"async\" src=\"https:\/\/images.storychief.com\/account_2973\/info22x-100_6109f38810f00966f6f34b08c58f8b8c_800.jpg\" alt=\"|\"><figcaption>B\u1ea3ng 2: V\u00ed d\u1ee5 v\u1ec1 \u0111o l\u01b0\u1eddng c\u00e1c thi\u1ebft k\u1ebf \u0111\u00e3 \u0111\u01b0\u1ee3c tri\u1ec3n khai<\/figcaption><\/figure>\n<h4>\u00a0<\/h4>\n<h3 id=\"f7p39\">\u0110\u1ecbnh l\u01b0\u1ee3ng ROI t\u1eeb thi\u1ebft k\u1ebf<\/h3>\n<p>Sau khi ho\u00e0n th\u00e0nh ph\u00e2n t\u00edch t\u00e0i ch\u00ednh, b\u1ea1n ch\u1ec9 c\u1ea7n \u00e1p d\u1ee5ng chi ph\u00ed \u0111\u1ea7u t\u01b0 thi\u1ebft k\u1ebf \u0111\u1ec3 \u0111o ROI.<\/p>\n<p>M\u00f4 h\u00ecnh n\u00e0y kh\u00f4ng ch\u1ec9 \u0111\u01b0\u1ee3c d\u00f9ng \u0111\u1ec3 \u0111\u1ecbnh l\u01b0\u1ee3ng gi\u00e1 tr\u1ecb t\u1ea1o ra b\u1edfi c\u00e1c thi\u1ebft k\u1ebf hi\u1ec7n h\u1eefu m\u00e0 c\u00f2n c\u00f3 th\u1ec3 d\u1ef1 \u0111o\u00e1n c\u00e1c c\u01a1 h\u1ed9i t\u1ea1o ra nhi\u1ec1u gi\u00e1 tr\u1ecb h\u01a1n. Ch\u00fang ta c\u00f3 th\u1ec3 x\u00e1c \u0111\u1ecbnh c\u00e1c kho\u1ea3ng c\u00e1ch trong hi\u1ec7u qu\u1ea3 thi\u1ebft k\u1ebf (design effectiveness) so v\u1edbi \u0111\u1ed1i th\u1ee7. V\u00e0 b\u1edfi v\u00ec c\u00e1c \u0111\u1ed9ng l\u1ef1c th\u00fac \u0111\u1ea9y mua h\u00e0ng \u0111\u01b0\u1ee3c li\u00ean k\u1ebft v\u1edbi m\u1ed9t m\u00f4 h\u00ecnh t\u00e0i ch\u00ednh, ch\u00fang ta c\u00f3 ch\u1ea1y c\u00e1c k\u1ecbch b\u1ea3n (scenarios) \u0111\u1ec3 \u0111\u1ecbnh l\u01b0\u1ee3ng gi\u00e1 tr\u1ecb gia t\u0103ng c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c t\u1ea1o ra t\u1eeb m\u1ed9t thi\u1ebft k\u1ebf \u0111\u01b0\u1ee3c c\u1eadp nh\u1eadt ho\u1eb7c ho\u00e0n to\u00e0n m\u1edbi.<\/p>\n<p>C\u00e1ch ti\u1ebfp c\u1eadn n\u00e0y c\u00f3 nh\u1eefng \u1ee9ng d\u1ee5ng r\u1ea5t th\u1ef1c ti\u1ec5n. N\u00f3 c\u00f3 th\u1ec3 l\u00e0m cho vi\u1ec7c thi\u1ebft k\u1ebf \u0111\u01b0\u1ee3c \u01b0u ti\u00ean h\u01a1n so v\u1edbi c\u00e1c kho\u1ea3n \u0111\u1ea7u t\u01b0 kh\u00e1c. V\u00ed d\u1ee5: CMO c\u1ee7a CIBC \u2013 m\u1ed9t trong nh\u1eefng ng\u00e2n h\u00e0ng l\u1edbn nh\u1ea5t v\u00e0 \u0111\u01b0\u1ee3c ng\u01b0\u1ee1ng m\u1ed9 nh\u1ea5t Canada, \u0111\u00e3 quy\u1ebft \u0111\u1ecbnh \u0111\u1ed5i m\u1edbi h\u1ec7 th\u1ed1ng thi\u1ebft k\u1ebf c\u1ee7a h\u1ecd bao g\u1ed3m Corporate Identity v\u00e0 Logo. L\u00e0m m\u1edbi thi\u1ebft k\u1ebf l\u00e0 \u0111i\u1ec1u c\u1ea7n thi\u1ebft v\u00ec h\u1ecd \u0111\u00e3 duy tr\u00ec thi\u1ebft k\u1ebf c\u0169 su\u1ed1t 20 n\u0103m. Tuy nhi\u00ean, \u0111\u1ec3 c\u00f3 \u0111\u01b0\u1ee3c ng\u00e2n s\u00e1ch l\u00e0 vi\u1ec7c kh\u00f4ng d\u1ec5 d\u00e0ng. Chief Information Officer (CIO) \u0111ang \u0111\u1ec1 xu\u1ea5t \u0111\u1ea1i tu to\u00e0n b\u1ed9 h\u1ec7 th\u1ed1ng c\u00f4ng ngh\u1ec7 th\u00f4ng tin (CNTT) c\u1ee7a ng\u00e2n h\u00e0ng. C\u00f4ng ty kh\u00f4ng \u0111\u1ee7 ng\u00e2n s\u00e1ch \u0111\u1ec3 l\u00e0m c\u1ea3 hai d\u1ef1 \u00e1n. V\u00ec th\u1ebf CMO ph\u1ea3i \u0111o l\u01b0\u1eddng t\u00e1c \u0111\u1ed9ng c\u1ee7a thi\u1ebft k\u1ebf trong vi\u1ec7c trong vi\u1ec7c thu h\u00fat v\u00e0 duy tr\u00ec kh\u00e1ch h\u00e0ng trong tr\u1ea3i nghi\u1ec7m t\u1ea1i c\u00e1c chi nh\u00e1nh. Nghi\u00ean c\u1ee9u ch\u1ec9 ra r\u1eb1ng thi\u1ebft k\u1ebf c\u0169 t\u00e1c \u0111\u1ed9ng ti\u00eau c\u1ef1c \u0111\u1ebfn c\u00e1c kh\u00e1ch h\u00e0ng hi\u1ec7n h\u1eefu \u2013 h\u1ecd kh\u00f4ng h\u00e0i l\u00f2ng v\u00ec s\u1ef1 l\u1ed7i th\u1eddi t\u1eeb h\u00ecnh \u1ea3nh \u0111\u1ebfn c\u1ea3m nh\u1eadn c\u1ee7a c\u00e1c chi nh\u00e1nh v\u00e0 thi\u1ebft k\u1ebf kh\u00f4ng th\u00e2n thi\u1ec7n c\u1ee7a c\u00e1c c\u00e2y ATM. Thi\u1ebft k\u1ebf c\u0169 c\u0169ng gi\u1ea3m kh\u1ea3 n\u0103ng thu h\u00fat kh\u00e1ch h\u00e0ng m\u1edbi. M\u1ed9t c\u00e1ch t\u1ed5ng quan, t\u00e1c \u0111\u1ed9ng ti\u00eau c\u1ef1c c\u1ee7a thi\u1ebft k\u1ebf c\u0169 \u0111\u1ebfn h\u00e0nh vi kh\u00e1ch h\u00e0ng \u0111\u01b0\u1ee3c \u0111o l\u01b0\u1eddng \u1edf m\u1ee9c 15%. ROI t\u1eeb vi\u1ec7c thay \u0111\u1ed5i thi\u1ebft k\u1ebf l\u1edbn h\u01a1n v\u00e0 nhanh h\u01a1n s\u1ef1 thay \u0111\u1ed5i v\u1ec1 CNTT kia. Ch\u1ec9 ri\u00eang vi\u1ec7c thay \u0111\u1ed5i c\u00e1c bi\u1ec3n b\u00e1o \u0111\u00e3 c\u00f3 th\u1ec3 t\u1ea1o ra 26% l\u1ee3i nhu\u1eadn g\u1ea7n nh\u01b0 ngay l\u1eadp t\u1ee9c t\u1eeb kho\u1ea3ng \u0111\u1ea7u t\u01b0 60 tri\u1ec7u b\u1ea3ng. K\u1ebft qu\u1ea3 l\u00e0 CMO \u0111\u01b0\u1ee3c duy\u1ec7t ng\u00e2n s\u00e1ch c\u00f2n CIO th\u00ec ph\u1ea3i ch\u1edd \u0111\u1ee3i th\u00eam.<\/p>\n<p>Li\u00ean k\u1ebft thi\u1ebft k\u1ebf v\u1edbi t\u00e0i ch\u00ednh gi\u00fap qu\u1ea3n l\u00fd c\u1ea5p cao hi\u1ec3u \u0111\u01b0\u1ee3c t\u1ea7m quan tr\u1ecdng c\u1ee7a n\u00f3. C\u00f4ng ty d\u1ecbch v\u1ee5 v\u1eadn chuy\u1ec3n UPS r\u1ea5t t\u1ef1 h\u00e0o v\u1ec1 kh\u1ea3 n\u0103ng v\u1eadn h\u00e0nh v\u00e0 tinh th\u1ea7n c\u1ee7a con ng\u01b0\u1eddi t\u1ea1i \u0111\u00f3. Tuy nhi\u00ean c\u00e1c nh\u00e0 qu\u1ea3n l\u00fd ch\u01b0a quan t\u00e2m \u0111\u00fang m\u1ee9c cho marketing. M\u1ed9t v\u00e0i n\u0103m sau IPO , CEO \u0111\u00e3 r\u1ea5t v\u1ea5t v\u1ea3 \u0111\u1ec3 truy\u1ec1n t\u1ea3i chi\u1ebfn l\u01b0\u1ee3c t\u1edbi c\u00e1c nh\u00e0 \u0111\u1ea7u t\u01b0 \u0111\u1ec3 thuy\u1ebft ph\u1ee5c r\u1eb1ng x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3 gi\u00fap \u00edch. \u0110\u1ed9i x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u \u0111\u00e3 nh\u1eadn \u0111\u01b0\u1ee3c tuy\u00ean b\u1ed1 nghi\u00eam t\u00fac r\u1eb1ng \u201cCh\u00fang ta s\u1ebd kh\u00f4ng l\u00e3ng ph\u00ed ti\u1ec1n v\u00e0o thi\u1ebft k\u1ebf\u201d. Tuy nhi\u00ean, c\u00f4ng ty l\u1ea1i tin v\u00e0o c\u00e1c con s\u1ed1. C\u00e1c nghi\u00ean c\u1ee9u to\u00e0n c\u1ea7u v\u00e0 ph\u00e2n t\u00edch t\u00e0i ch\u00ednh ch\u1ec9 ra r\u1eb1ng s\u1ef1 \u0111\u00f3ng g\u00f3p c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u v\u00e0o c\u00e1c gi\u00e1 tr\u1ecb \u0111ang b\u1ecb thua xa so v\u1edbi c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ee7a UPS. M\u1ed9t nghi\u00ean c\u1ee9u t\u00ecm ki\u1ebfm c\u01a1 h\u1ed9i thu h\u1eb9p kho\u1ea3ng c\u00e1ch \u0111\u00f3 \u0111\u00e3 ch\u1ec9 ra r\u1eb1ng <strong>thi\u1ebft k\u1ebf l\u00e0 v\u1ea5n \u0111\u1ec1 ch\u00ednh<\/strong> c\u1ea7n c\u1ea3i thi\u1ec7n. Thi\u1ebft k\u1ebf hi\u1ec7n t\u1ea1i \u0111\u00e3 qu\u00e1 l\u1ed7i th\u1eddi. ROI t\u1eeb vi\u1ec7c thay \u0111\u1ed5i thi\u1ebft k\u1ebf \u0111\u01b0\u1ee3c \u0111o l\u01b0\u1eddng, v\u00e0 kh\u00e1 thuy\u1ebft ph\u1ee5c. Ph\u01b0\u01a1ng \u00e1n thi\u1ebft k\u1ebf mang hi\u1ec7u qu\u1ea3 kinh t\u1ebf nh\u1ea5t \u0111\u01b0\u1ee3c l\u1ef1a ch\u1ecdn. K\u1ebf ho\u1ea1ch n\u00e0y \u0111\u01b0\u1ee3c ch\u1ea5p thu\u1eadn v\u00e0 tri\u1ec3n khai, nh\u01b0ng \u0111\u1ec3 ph\u00f9 h\u1ee3p v\u0103n h\u00f3a c\u00f4ng ty, k\u1ebf ho\u1ea1ch \u0111\u01b0\u1ee3c tri\u1ec3n khai t\u1eeb t\u1eeb nh\u1eb1m gi\u1eef cho chi ph\u00ed gia t\u0103ng th\u1ea5p. Xe t\u1ea3i ch\u1ec9 \u0111\u01b0\u1ee3c \u0111\u1ed5i nh\u1eadn di\u1ec7n khi \u0111\u1ebfn \u0111\u1ee3t s\u01a1n l\u1ea1i sau 3 n\u0103m theo l\u1ecbch tr\u00ecnh c\u1ee7a h\u1ecd. Tuy nhi\u00ean c\u00f4ng ty th\u1ea5y \u0111\u01b0\u1ee3c t\u00e1c \u0111\u1ed9ng t\u00e0i ch\u00ednh r\u00f5 r\u1ec7t ngay t\u1eeb n\u0103m \u0111\u1ea7u ti\u00ean. Trong m\u1ed9t cu\u1ed9c ph\u1ecfng v\u1ea5n v\u1edbi Wall St. Journal, CFO \u0111\u00e3 ghi nh\u1eadn r\u1eb1ng vi\u1ec7c thay \u0111\u1ed5i thi\u1ebft k\u1ebf l\u00e0m t\u0103ng gi\u00e1 c\u1ed5 phi\u1ebfu.<\/p>\n<p>Nh\u01b0 v\u00ed d\u1ee5 ph\u1ea3n \u00e1nh, theo ph\u01b0\u01a1ng ph\u00e1p n\u00e0y ch\u00fang ta c\u00f3 th\u1ec3 \u0111\u1eb7t thi\u1ebft k\u1ebf v\u00e0o \u0111\u00fang vai tr\u00f2 c\u1ee7a n\u00f3 trong m\u1ed9t t\u1ed5 ch\u1ee9c v\u00e0 khuy\u1ebfn kh\u00edch vi\u1ec7c s\u00e1ng t\u1ea1o c\u00e1c thi\u1ebft k\u1ebf t\u1ed1t h\u01a1n v\u00e0 hi\u1ec7u qu\u1ea3 h\u01a1n gi\u00fap th\u00fac \u0111\u1ea9y s\u1ef1 kh\u00e1c bi\u1ec7t v\u00e0 doanh s\u1ed1. N\u00f3 c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c \u00e1p d\u1ee5ng v\u00e0o c\u00e1c tr\u01b0\u1eddng h\u1ee3p m\u00e0 thi\u1ebft k\u1ebf \u0111\u01b0\u1ee3c \u0111em ra b\u00e0n b\u1ea1c.<\/p>\n<h2 id=\"6fci1\"><strong>Checklist<\/strong><\/h2>\n<p>D\u01b0\u1edbi \u0111\u00e2y l\u00e0 c\u00e1c nguy\u00ean t\u1eafc ch\u00ednh c\u1ea7n tu\u00e2n theo \u0111\u1ec3 \u0111\u1ea3m b\u1ea3o b\u1ea1n c\u00f3 k\u1ebft qu\u1ea3 c\u00f3 th\u1ec3 \u1ee9ng d\u1ee5ng \u0111\u01b0\u1ee3c:<\/p>\n<h3 id=\"ai94r\">1. \u0110o l\u01b0\u1eddng n\u00ean \u0111\u01a1n gi\u1ea3n v\u00e0 d\u1ec5 gi\u1ea3i th\u00edch<\/h3>\n<p>B\u1ea5t k\u1ef3 ph\u01b0\u01a1ng ph\u00e1p n\u00e0o \u0111\u1ec3 \u0111o l\u01b0\u1eddng gi\u00e1 tr\u1ecb c\u1ee7a thi\u1ebft k\u1ebf ph\u1ea3i minh b\u1ea1ch. Kh\u00f4ng n\u00ean d\u1ea5u di\u1ebfm b\u1ea5t c\u1ee9 c\u00f4ng th\u1ee9c n\u00e0o. N\u00f3 ph\u1ea3i \u0111\u01a1n gi\u1ea3n, d\u1ec5 hi\u1ec3u, d\u1ec5 gi\u1ea3i th\u00edch cho m\u1ecdi ng\u01b0\u1eddi t\u1eeb nh\u00e0 thi\u1ebft k\u1ebf \u0111\u1ebfn nh\u00e0 qu\u1ea3n l\u00fd t\u00e0i ch\u00ednh. Ch\u1ec9 c\u00f3 nh\u01b0 v\u1eady n\u00f3 m\u1edbi \u0111\u00e1ng tin t\u01b0\u1edfng.<\/p>\n<h3 id=\"a8vcm\">2. B\u1ea1n \u0111\u00e3 \u0111\u1ecbnh ngh\u0129a \u0111\u00fang v\u1ec1 thi\u1ebft k\u1ebf ch\u01b0a?<\/h3>\n<p>B\u01b0\u1edbc ti\u00ean quy\u1ebft trong vi\u1ec7c \u0111o l\u01b0\u1eddng c\u00e1ch thi\u1ebft k\u1ebf t\u1ea1o ra gi\u00e1 tr\u1ecb l\u00e0 x\u00e1c \u0111\u1ecbnh ch\u00ednh x\u00e1c \u201cthi\u1ebft k\u1ebf\u201d \u1edf \u0111\u00e2y ngh\u0129a l\u00e0 g\u00ec trong tr\u01b0\u1eddng h\u1ee3p c\u1ee5 th\u1ec3 &#8211; logo, nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u, bao b\u00ec, thi\u1ebft k\u1ebf s\u1ea3n ph\u1ea9m, ho\u1eb7c thi\u1ebft k\u1ebf website, ho\u1eb7c thi\u1ebft k\u1ebf to\u00e0n b\u1ed9 tr\u1ea3i nghi\u1ec7m c\u1ee7a kh\u00e1ch h\u00e0ng.<\/p>\n<h3 id=\"8pdir\">3. B\u1ea1n c\u00f3 hi\u1ec3u c\u00e1ch thi\u1ebft k\u1ebf th\u00fac \u0111\u1ea9y gi\u00e1 tr\u1ecb v\u00e0 th\u00fac \u0111\u1ea9y ph\u01b0\u01a1ng ph\u00e1p lu\u1eadn kh\u00f4ng?<\/h3>\n<p>M\u1ee5c ti\u00eau l\u00e0 x\u00e1c \u0111\u1ecbnh t\u00e1c \u0111\u1ed9ng h\u00e0nh vi c\u1ee7a thi\u1ebft k\u1ebf. L\u00e0m th\u1ebf n\u00e0o thi\u1ebft k\u1ebf \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn doanh s\u1ed1 v\u00e0 l\u1ee3i nhu\u1eadn? T\u1ea1i sao ng\u01b0\u1eddi ta tr\u1ea3 nhi\u1ec1u ti\u1ec1n h\u01a1n cho m\u1ed9t s\u1ea3n ph\u1ea9m \u0111\u01b0\u1ee3c thi\u1ebft k\u1ebf t\u1ed1t thay v\u00ec m\u1ed9t s\u1ea3n ph\u1ea9m ch\u1ea5t l\u01b0\u1ee3ng cao h\u01a1n nh\u01b0ng x\u1ea5u h\u01a1n?<\/p>\n<h3 id=\"77cho\">4. B\u1ea1n c\u00f3 s\u1eed d\u1ee5ng nghi\u00ean c\u1ee9u trong qu\u00e1 tr\u00ecnh thi\u1ebft k\u1ebf?<\/h3>\n<p>B\u00ed quy\u1ebft \u0111\u1ec3 th\u1ef1c hi\u1ec7n \u0111o l\u01b0\u1eddng t\u00e1c \u0111\u1ed9ng th\u1eadt s\u1ef1 c\u1ee7a thi\u1ebft k\u1ebf l\u00e0 ti\u1ebfn h\u00e0nh m\u1ed9t nghi\u00ean c\u1ee9u \u0111\u1ecbnh l\u01b0\u1ee3ng nhanh ch\u00f3ng v\u00e0o \u0111\u1ed9ng c\u01a1 mua h\u00e0ng c\u1ee7a kh\u00e1ch h\u00e0ng, bao g\u1ed3m c\u00e1c c\u00e2u h\u1ecfi v\u1ec1 t\u00e1c \u0111\u1ed9ng c\u1ee7a thi\u1ebft k\u1ebf \u0111\u1ed1i v\u1edbi s\u1ef1 l\u1ef1a ch\u1ecdn. \u0110\u00e2y l\u00e0 th\u00e0nh ph\u1ea7n quan tr\u1ecdng nh\u1ea5t c\u1ee7a m\u1ed9t ph\u00e9p \u0111o hi\u1ec7u qu\u1ea3.<\/p>\n<h3 id=\"5t9fh\">5. B\u1ea1n c\u00f3 th\u1ec3 li\u00ean k\u1ebft v\u1edbi d\u1eef li\u1ec7u t\u00e0i ch\u00ednh?<\/h3>\n<p>Ch\u1ec9 c\u00f3 nghi\u00ean c\u1ee9u kh\u00f4ng l\u00e0 ch\u01b0a \u0111\u1ee7 \u0111\u1ec3 x\u00f3a tan ho\u00e0i nghi c\u1ee7a c\u00e1c nh\u00e0 qu\u1ea3n l\u00fd t\u00e0i ch\u00ednh v\u00e0 c\u00e1c qu\u1ea3n l\u00fd kh\u00e1c v\u1ec1 gi\u00e1 tr\u1ecb c\u1ee7a thi\u1ebft k\u1ebf. K\u1ebft qu\u1ea3 nghi\u00ean c\u1ee9u ph\u1ea3i li\u00ean k\u1ebft v\u00e0o m\u1ed9t m\u00f4 h\u00ecnh t\u00e0i ch\u00ednh, d\u1ef1a tr\u00ean P&amp;L hi\u1ec7n t\u1ea1i c\u1ee7a c\u00f4ng ty v\u00e0 d\u1ef1 b\u00e1o d\u1eef li\u1ec7u doanh thu v\u00e0 l\u1ee3i nhu\u1eadn.<\/p>\n<h3 id=\"c0kc0\">6. B\u1ea1n c\u00f3 th\u1eed nghi\u1ec7m c\u00e1c k\u1ecbch b\u1ea3n kh\u00e1c nhau kh\u00f4ng?<\/h3>\n<p>M\u1ed9t m\u1ee5c ti\u00eau c\u1ee7a \u0111o l\u01b0\u1eddng l\u00e0 x\u00e1c \u0111\u1ecbnh s\u1ef1 c\u1ea3i thi\u1ec7n t\u00e0i ch\u00ednh c\u1ee7a m\u1ed9t thay \u0111\u1ed5i thi\u1ebft k\u1ebf so v\u1edbi thi\u1ebft k\u1ebf hi\u1ec7n t\u1ea1i. C\u00f3 th\u1ec3 so s\u00e1nh t\u00e1c \u0111\u1ed9ng doanh thu v\u00e0 l\u1ee3i nhu\u1eadn c\u1ee7a c\u00e1c gi\u1ea3i ph\u00e1p thi\u1ebft k\u1ebf thay th\u1ebf, n\u1ebfu c\u1ea7n.<\/p>\n<h3 id=\"1qlu0\">7. Vi\u1ec7c \u0111o l\u01b0\u1eddng n\u00ean \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n \u0111\u1ec1u \u0111\u1eb7n<\/h3>\n<p>\u0110\u1ec3 th\u1ef1c s\u1ef1 h\u1eefu \u00edch, vi\u1ec7c \u0111o l\u01b0\u1eddng ph\u1ea3i \u0111\u01b0\u1ee3c ti\u1ebfn h\u00e0nh kh\u00f4ng ch\u1ec9 1 l\u1ea7n, m\u00e0 n\u00ean th\u1ef1c hi\u1ec7n tr\u01b0\u1edbc v\u00e0 sau khi thay \u0111\u1ed5i thi\u1ebft k\u1ebf, \u0111\u1ec3 theo d\u00f5i k\u1ebft qu\u1ea3 v\u00e0 t\u00ednh to\u00e1n ROI.<\/p>\n<p>&#8212;&#8212;<\/p>\n<p><em>T\u00e1c gi\u1ea3:<\/em><\/p>\n<p><em>Joanna Seddon l\u00e0 Ch\u1ee7 t\u1ecbch, C\u00f4ng ty t\u01b0 v\u1ea5n th\u01b0\u01a1ng hi\u1ec7u to\u00e0n c\u1ea7u, OgilvyRED, chuy\u00ean gi\u00fap \u0111\u1ee1 kh\u00e1ch h\u00e0ng t\u1ed1i \u0111a h\u00f3a ti\u1ec1m n\u0103ng t\u00e0i ch\u00ednh c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u v\u00e0 chi\u1ebfn l\u01b0\u1ee3c ti\u1ebfp th\u1ecb c\u1ee7a h\u1ecd. C\u00f4 \u0111\u01b0\u1ee3c c\u00f4ng nh\u1eadn l\u00e0 m\u1ed9t chuy\u00ean gia v\u1ec1 s\u00e1ng t\u1ea1o th\u01b0\u01a1ng hi\u1ec7u, chi\u1ebfn l\u01b0\u1ee3c t\u0103ng tr\u01b0\u1edfng th\u01b0\u01a1ng hi\u1ec7u, ki\u1ebfn tr\u00fac th\u01b0\u01a1ng hi\u1ec7u v\u00e0 \u0111\u1ecbnh gi\u00e1 th\u01b0\u01a1ng hi\u1ec7u.<\/em><\/p>\n<p>D\u1ecbch &amp; minh h\u1ecda b\u1edfi <strong><a href=\"https:\/\/gudjob.net\/ko\/\">GUDJOB<\/a><\/strong><\/p>\n<p><!--kg-card-end: html--><\/p>","protected":false},"excerpt":{"rendered":"<p>B\u00e0i vi\u1ebft n\u00e0y \u0111\u01b0a ra c\u00e1ch \u0111\u1ec3 chuy\u1ec3n \u0111\u1ed5i nh\u1eadn th\u1ee9c v\u1ec1 thi\u1ebft k\u1ebf b\u1eb1ng vi\u1ec7c ch\u1ee9ng minh t\u1ea7m quan tr\u1ecdng c\u1ee7a thi\u1ebft k\u1ebf \u0111\u1ed1i v\u1edbi kinh doanh. Ph\u00e1t tri\u1ec3n m\u1ed9t m\u00f4 h\u00ecnh m\u1edbi \u0111\u01a1n gi\u1ea3n, d\u1ec5 hi\u1ec3u \u0111\u1ec3 \u0111o l\u01b0\u1eddng gi\u00e1 tr\u1ecb c\u1ee7a thi\u1ebft k\u1ebf v\u00e0 gi\u1ea3i th\u00edch cho m\u1ecdi ng\u01b0\u1eddi trong to\u00e0n t\u1ed5 [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":22375,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"wpai_generated_summary":"","footnotes":""},"categories":[173],"tags":[],"class_list":["post-22258","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mang-xa-hoi"],"acf":[],"_links":{"self":[{"href":"https:\/\/gudjob.net\/ko\/wp-json\/wp\/v2\/posts\/22258","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/gudjob.net\/ko\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/gudjob.net\/ko\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/gudjob.net\/ko\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/gudjob.net\/ko\/wp-json\/wp\/v2\/comments?post=22258"}],"version-history":[{"count":3,"href":"https:\/\/gudjob.net\/ko\/wp-json\/wp\/v2\/posts\/22258\/revisions"}],"predecessor-version":[{"id":23141,"href":"https:\/\/gudjob.net\/ko\/wp-json\/wp\/v2\/posts\/22258\/revisions\/23141"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/gudjob.net\/ko\/wp-json\/wp\/v2\/media\/22375"}],"wp:attachment":[{"href":"https:\/\/gudjob.net\/ko\/wp-json\/wp\/v2\/media?parent=22258"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/gudjob.net\/ko\/wp-json\/wp\/v2\/categories?post=22258"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/gudjob.net\/ko\/wp-json\/wp\/v2\/tags?post=22258"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}