{"id":1357,"date":"2018-03-16T16:33:34","date_gmt":"2018-03-16T16:33:34","guid":{"rendered":"https:\/\/adsplus.vn\/blog\/?p=1357"},"modified":"2021-02-02T17:34:04","modified_gmt":"2021-02-02T10:34:04","slug":"dinh-nghia-7p-trong-marketing-dich-vu-cho-nhung-ai-chua-biet","status":"publish","type":"post","link":"https:\/\/adsplus.vn\/blog\/dinh-nghia-7p-trong-marketing-dich-vu-cho-nhung-ai-chua-biet","title":{"rendered":"\u0110\u1ecbnh ngh\u0129a 7P trong Marketing d\u1ecbch v\u1ee5 cho nh\u1eefng ai ch\u01b0a bi\u1ebft"},"content":{"rendered":"\n

N\u1ec1n kinh t\u1ebf tr\u1ea3i qua s\u1ef1 thay \u0111\u1ed5i li\u00ean t\u1ee5c qua nhi\u1ec1u th\u1eddi k\u00ec. \u0110\u00e3 c\u00f3 bi\u1ebft bao kh\u00e1i ni\u1ec7m hay c\u00e1c h\u00ecnh th\u1ee9c marketing ra \u0111\u1eddi v\u00e0 b\u1ed5 sung cho nhau. \u0110\u1ed1i v\u1edbi ng\u00e0nh d\u1ecbch v\u1ee5, kh\u00e1i ni\u1ec7m \u0111\u1ea7y \u0111\u1ee7 nh\u1ea5t ch\u00ednh l\u00e0 Marketing 7P. V\u1eady 7P trong Marketing<\/strong> \u0111\u00f3 l\u00e0 \u0111\u1ea1i di\u1ec7n cho nh\u1eefng y\u1ebfu t\u1ed1 n\u00e0o?<\/p>\n\n\n\n

\"7p<\/figure><\/div>\n\n\n\n

Tr\u01b0\u1edbc khi t\u00ecm hi\u1ec3u gi\u1ea3i \u0111\u00e1p v\u1ec1 \u201c7P trong Marketing<\/em>\u201d, b\u1ea1n c\u1ea7n bi\u1ebft d\u1ecbch v\u1ee5 l\u00e0 g\u00ec? V\u00e0 t\u1ea1i sao n\u00f3 l\u1ea1i c\u1ea7n m\u1ed9t m\u00f4 h\u00ecnh marketing ri\u00eang, nhi\u1ec1u h\u01a1n 3 y\u1ebfu t\u1ed1 so v\u1edbi s\u1ea3n ph\u1ea9m (Marketing 4P – hay c\u00f2n g\u1ecdi l\u00e0 Marketing Mix<\/a>).<\/p>\n\n\n\n

D\u1ecbch v\u1ee5 l\u00e0 g\u00ec?<\/strong><\/h2>\n\n\n\n

D\u1ecbch v\u1ee5 l\u00e0 s\u1ea3n ph\u1ea9m v\u00f4 h\u00ecnh, kh\u00f4ng th\u1ec3 tr\u1ef1c ti\u1ebfp s\u1edf h\u1eefu hay t\u1eadn m\u1eaft nh\u00ecn th\u1ea5y. N\u00f3 \u0111\u01b0\u1ee3c coi l\u00e0 chu\u1ed7i h\u00e0nh \u0111\u1ed9ng c\u1ee7a b\u00ean b\u00e1n cung c\u1ea5p cho b\u00ean mua. K\u1ebft qu\u1ea3 t\u1ed1t nh\u1ea5t c\u00f3 th\u1ec3 \u0111em l\u1ea1i l\u00e0 l\u1ee3i \u00edch v\u00e0 s\u1ef1 tho\u1ea3 m\u00e3n cho b\u00ean mua.<\/p>\n\n\n\n

B\u1ea3n th\u00e2n d\u1ecbch v\u1ee5 bao g\u1ed3m nh\u1eefng \u0111\u1eb7c t\u00ednh kh\u00e1c bi\u1ec7t nh\u01b0 t\u00ednh v\u00f4 h\u00ecnh, kh\u00f3 ki\u1ec3m so\u00e1t ch\u1ea5t l\u01b0\u1ee3ng\u2026V\u00ec v\u1eady, c\u00e1c nguy\u00ean l\u00fd ti\u1ebfp th\u1ecb s\u1eed d\u1ee5ng cho s\u1ea3n ph\u1ea9m kh\u00f4ng ph\u00f9 h\u1ee3p v\u1edbi d\u1ecbch v\u1ee5. Do \u0111\u00f3, marketing d\u1ecbch v\u1ee5 c\u1ea7n ph\u1ea3i c\u00f3 m\u00f4 h\u00ecnh ri\u00eang.<\/p>\n\n\n\n

C\u00e1c lo\u1ea1i h\u00ecnh doanh nghi\u1ec7p d\u1ecbch v\u1ee5 r\u1ea5t \u0111a d\u1ea1ng. N\u00f3 bao tr\u00f9m to\u00e0n b\u1ed9 n\u1ec1n kinh t\u1ebf nh\u01b0 ng\u00e2n h\u00e0ng, nh\u00e0 h\u00e0ng, b\u1ec7nh vi\u1ec7n, gi\u00e1o d\u1ee5c, du l\u1ecbch,\u2026M\u00f4 h\u00ecnh Marketing d\u1ecbch v\u1ee5 bao g\u1ed3m 7P l\u00e0 S\u1ea3n ph\u1ea9m (Product), Gi\u00e1 (Price), \u0110\u1ecba \u0111i\u1ec3m (Place), Truy\u1ec1n th\u00f4ng (Promotion), Con ng\u01b0\u1eddi (People), Quy tr\u00ecnh (Process) v\u00e0 M\u00f4i tr\u01b0\u1eddng d\u1ecbch v\u1ee5 (Physical). Trong 7P n\u00e0y th\u00ec 4P \u0111\u1ea7u xu\u1ea5t ph\u00e1t t\u1eeb Marekting cho s\u1ea3n ph\u1ea9m. 3P c\u00f2n l\u1ea1i \u0111\u01b0\u1ee3c m\u1edf r\u1ed9ng cho ph\u00f9 h\u1ee3p v\u1edbi \u0111\u1eb7c \u0111i\u1ec3m c\u1ee7a ng\u00e0nh d\u1ecbch v\u1ee5.<\/p>\n\n\n\n

\"7p<\/figure><\/div>\n\n\n\n

Marketing 7P trong ng\u00e0nh d\u1ecbch v\u1ee5 l\u00e0 g\u00ec?<\/strong><\/h2>\n\n\n\n

N\u1ebfu Marketing h\u00e0ng ho\u00e1 cung c\u1ea5p t\u00ednh \u0111\u1ed3ng nh\u1ea5t cho t\u1ea5t c\u1ea3 c\u00e1c \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng th\u00ec Marketing d\u1ecbch v\u1ee5 th\u00eam v\u00e0o y\u1ebfu t\u1ed1 con ng\u01b0\u1eddi. Ti\u1ebfp \u0111\u1ebfn, l\u1ea5y \u0111\u00f3 l\u00e0m ch\u1ee7 \u0111\u1ea1o cho c\u00e1c chi\u1ebfn d\u1ecbch qu\u1ea3ng b\u00e1 \u0111\u1ec3 t\u1ea1o n\u00ean s\u1ef1 kh\u00e1c bi\u1ec7t trong c\u1ea3m nh\u1eadn c\u1ee7a ng\u01b0\u1eddi s\u1eed d\u1ee5ng.<\/p>\n\n\n\n

Marketing 7P trong d\u1ecbch v\u1ee5 ch\u00ednh l\u00e0 k\u1ebft qu\u1ea3 \u0111\u01b0\u1ee3c h\u00ecnh th\u00e0nh t\u1eeb xu h\u01b0\u1edbng x\u00e3 h\u1ed9i hi\u1ec7n t\u1ea1i, m\u1edf r\u1ed9ng th\u00eam 3 y\u1ebfu t\u1ed1 ngo\u00e0i 4 y\u1ebfu t\u1ed1 truy\u1ec1n th\u1ed1ng s\u1eb5n c\u00f3.<\/p>\n\n\n\n

7P trong Marketing d\u1ecbch v\u1ee5 g\u1ed3m nh\u1eefng y\u1ebfu t\u1ed1 n\u00e0o?<\/strong><\/h2>\n\n\n\n

Product (s\u1ea3n ph\u1ea9m)<\/strong><\/h4>\n\n\n\n

\u0110\u00e2y l\u00e0 y\u1ebfu t\u1ed1 \u0111\u1ea7u ti\u00ean trong h\u1ec7 th\u1ed1ng Marketing 7P trong ng\u00e0nh d\u1ecbch v\u1ee5. Ch\u1ea5t l\u01b0\u1ee3ng s\u1ea3n ph\u1ea9m \u0111\u01b0\u1ee3c \u0111o l\u01b0\u1eddng l\u00e0 kho\u1ea3ng c\u00e1ch gi\u1eefa s\u1ef1 k\u00ec v\u1ecdng c\u1ee7a kh\u00e1ch h\u00e0ng v\u00e0 nh\u1eefng g\u00ec h\u1ecd nh\u1eadn \u0111\u01b0\u1ee3c. S\u1ebd th\u1ea5t v\u1ecdng, kh\u00f3 ch\u1ecbu khi s\u1ea3n ph\u1ea9m kh\u00f4ng nh\u01b0 mong \u0111\u1ee3i; ng\u01b0\u1ee3c l\u1ea1i, s\u1ebd h\u00e0i l\u00f2ng, vui v\u1ebb khi ch\u1ea5t l\u01b0\u1ee3ng s\u1ea3n ph\u1ea9m \u0111\u00e1p \u1ee9ng \u0111\u01b0\u1ee3c ho\u1eb7c h\u01a1n c\u1ea3 mong \u0111\u1ee3i. \u0110\u00e1nh gi\u00e1 c\u1ee7a kh\u00e1ch h\u00e0ng ch\u00ednh l\u00e0 s\u1ef1 c\u00f4ng nh\u1eadn quan tr\u1ecdng nh\u1ea5t cho ch\u1ea5t l\u01b0\u1ee3ng s\u1ea3n ph\u1ea9m.<\/p>\n\n\n\n

Price (gi\u00e1)<\/strong><\/h4>\n\n\n\n

Ch\u1eef P ti\u1ebfp theo mang l\u1ea1i doanh thu, l\u1ee3i nhu\u1eadn cho doanh nghi\u1ec7p; m\u1eb7t kh\u00e1c l\u00e0 t\u1ea1o ra chi ph\u00ed cho kh\u00e1ch h\u00e0ng – nh\u1eefng ng\u01b0\u1eddi tr\u1ea3 ph\u00ed \u0111\u1ec3 c\u00f3 \u0111\u01b0\u1ee3c s\u1ea3n ph\u1ea9m. Vi\u1ec7c \u0111\u1ecbnh ra gi\u00e1 s\u1ea3n ph\u1ea9m tu\u1ef3 thu\u1ed9c v\u00e0o c\u00e1c y\u1ebfu t\u1ed1 nh\u01b0 th\u1ef1c t\u1ebf th\u1ecb tr\u01b0\u1eddng t\u1ea1i th\u1eddi \u0111i\u1ec3m, ch\u1ea5t l\u01b0\u1ee3ng s\u1ea3n ph\u1ea9m, gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u, gi\u00e1 tr\u1ecb \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng,\u2026C\u00e1ch \u0111\u1ecbnh gi\u00e1 d\u1ecbch v\u1ee5 \u1ea3nh h\u01b0\u1edfng r\u1ea5t nhi\u1ec1u \u0111\u1ebfn m\u1ee9c \u0111\u1ed9 h\u00e0i l\u00f2ng c\u1ee7a kh\u00e1ch h\u00e0ng. Th\u00f4ng th\u01b0\u1eddng gi\u00e1 cao s\u1ebd t\u1ea1o t\u00e2m l\u00fd h\u00e0i l\u00f2ng v\u00ec m\u1ecdi ng\u01b0\u1eddi \u0111\u1ec1u ngh\u0129 \u201cti\u1ec1n n\u00e0o c\u1ee7a n\u1ea5y\u201d.<\/p>\n\n\n\n

\"\"<\/figure><\/div>\n\n\n\n

Promotion (qu\u1ea3ng b\u00e1<\/strong>)<\/h4>\n\n\n\n

Promotion ch\u1ec9 c\u00e1c c\u00e1ch th\u1ee9c, c\u00e1c k\u00eanh ti\u1ebfp c\u1eadn kh\u00e1ch h\u00e0ng nh\u1eb1m gi\u1edbi thi\u1ec7u, qu\u1ea3ng b\u00e1 s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5 c\u1ee7a doanh nghi\u1ec7p. V\u00e0 b\u00e2y gi\u1edd ch\u00ednh l\u00e0 th\u1eddi \u0111\u1ea1i c\u1ee7a SMS Marketing v\u1edbi d\u1ecbch v\u1ee5 n\u1ed5i b\u1eadt l\u00e0 tin nh\u1eafn th\u01b0\u01a1ng hi\u1ec7u SMS Brandname. D\u1ecbch v\u1ee5 n\u00e0y s\u1ebd g\u1eedi tin nh\u1eafn h\u00e0ng lo\u1ea1t \u0111\u1ebfn s\u1ed1 l\u01b0\u1ee3ng l\u1edbn kh\u00e1ch h\u00e0ng trong th\u1eddi gian ng\u1eafn.<\/p>\n\n\n\n

Place (k\u00eanh ph\u00e2n ph\u1ed1i)<\/strong><\/h4>\n\n\n\n

Vi\u1ec7c l\u1ef1a ch\u1ecdn \u0111\u1ecba \u0111i\u1ec3m, k\u00eanh ph\u00e2n ph\u1ed1i s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5 chi\u1ebfm ph\u1ea7n l\u1edbn hi\u1ec7u su\u1ea5t trong k\u1ebft qu\u1ea3 doanh thu kinh doanh. \u0110\u00e2y c\u0169ng l\u00e0 m\u1ed9t y\u1ebfu t\u1ed1 t\u1ea1o ra gi\u00e1 tr\u1ecb cho kh\u00e1ch h\u00e0ng. C\u00f3 m\u1ed9t nguy\u00ean t\u1eafc m\u00e0 b\u1ea1n n\u00ean \u0111\u1ec3 \u00fd. \u0110\u00f3 l\u00e0 v\u1ecb tr\u00ed c\u00e0ng g\u1ea7n kh\u00e1ch h\u00e0ng th\u00ec kh\u1ea3 n\u0103ng h\u1ecd \u0111\u1ebfn s\u1eed d\u1ee5ng d\u1ecbch v\u1ee5 c\u00e0ng cao.<\/p>\n\n\n\n

Process (cung \u1ee9ng d\u1ecbch v\u1ee5<\/strong>)<\/h4>\n\n\n\n

Tr\u01b0\u1edbc ti\u00ean, c\u1ea7n \u0111\u1ea3m b\u1ea3o ch\u1ea5t l\u01b0\u1ee3ng s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5 cung c\u1ea5p ph\u1ea3i \u0111\u1ed3ng nh\u1ea5t, ti\u00eau chu\u1ea9n. \u0110\u1ed3ng th\u1eddi d\u1ecbch v\u1ee5 ph\u1ea3i \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n theo quy tr\u00ecnh \u0111\u1ed3ng b\u1ed9 \u1edf t\u1ea5t c\u1ea3 c\u00e1c \u0111\u1ecba \u0111i\u1ec3m v\u00e0 c\u00e1c k\u00eanh ph\u00e2n ph\u1ed1i thu\u1ed9c th\u01b0\u01a1ng hi\u1ec7u doanh nghi\u1ec7p. N\u1ebfu b\u1ea1n th\u1ef1c hi\u1ec7n t\u1ed1t quy tr\u00ecnh n\u00e0y, b\u1ea1n s\u1ebd gi\u1ea3m thi\u1ec3u \u0111\u01b0\u1ee3c t\u1ed1i \u0111a c\u00e1c sai s\u00f3t. \u0110\u1ed3ng th\u1eddi, ph\u1ed1i h\u1ee3p hi\u1ec7u qu\u1ea3 cung \u1ee9ng s\u1ebd thu v\u1ec1 ph\u1ea3n \u1ee9ng t\u1ed1t t\u1eeb ph\u00eda kh\u00e1ch h\u00e0ng. \u0110\u00e2y l\u00e0 y\u1ebfu t\u1ed1 \u0111\u01b0\u1ee3c ph\u1ea3n \u00e1nh r\u00f5 r\u00e0ng nh\u1ea5t thu\u1ed9c 7P trong Marketing d\u1ecbch v\u1ee5.<\/p>\n\n\n\n

\"\"<\/figure><\/div>\n\n\n\n

Physical evidence (\u0111i\u1ec1u ki\u1ec7n v\u1eadt ch\u1ea5t<\/strong>)<\/h4>\n\n\n\n

Ch\u00ednh l\u00e0 kh\u00f4ng gian s\u1ea3n xu\u1ea5t s\u1ea3n ph\u1ea9m, m\u00f4i tr\u01b0\u1eddng di\u1ec5n ra cu\u1ed9c ti\u1ebfp x\u00fac trao \u0111\u1ed5i gi\u1eefa doanh nghi\u1ec7p v\u00e0 kh\u00e1ch h\u00e0ng. Kh\u00f4ng gian xung quanh ch\u00ednh l\u00e0 \u1ea5n t\u01b0\u1ee3ng \u0111\u1ea7u ti\u00ean \u0111\u01b0\u1ee3c ghi nh\u1eadn t\u1eeb cu\u1ed9c g\u1eb7p g\u1ee1. Qua \u0111\u00f3, \u0111em l\u1ea1i \u0111\u00e1nh gi\u00e1 c\u1ee7a kh\u00e1ch h\u00e0ng \u0111\u1ed1i v\u1edbi th\u01b0\u01a1ng hi\u1ec7u. L\u00e0m t\u1ed1t kh\u00e2u n\u00e0y s\u1ebd h\u1ed7 tr\u1ee3 r\u1ea5t l\u1edbn cho v\u1ecb th\u1ebf th\u01b0\u01a1ng hi\u1ec7u trong m\u1eaft ng\u01b0\u1eddi d\u00f9ng.<\/p>\n\n\n\n

\u0110\u1eb7c \u0111i\u1ec3m c\u1ee7a d\u1ecbch v\u1ee5 l\u00e0 s\u1ef1 tr\u1eebu t\u01b0\u1ee3ng kh\u00f4ng th\u1ec3 t\u00e1c \u0111\u1ed9ng v\u1eadt l\u00fd n\u00ean kh\u00e1ch h\u00e0ng th\u01b0\u1eddng ph\u1ea3i t\u00ecm c\u00e1c y\u1ebfu t\u1ed1 \u201ch\u1eefu h\u00ecnh\u201d kh\u00e1c \u0111\u1ec3 quy chuy\u1ec3n trong vi\u1ec7c \u0111\u00e1nh gi\u00e1. V\u00ed d\u1ee5, m\u1ed9t b\u1ec7nh nh\u00e2n t\u00ecm \u0111\u1ebfn m\u1ed9t nha s\u0129. \u1ede \u0111\u00e2y, y\u1ebfu t\u1ed1 ph\u00f2ng kh\u00e1m s\u1ea1ch s\u1ebd, y\u00ean t\u0129nh,\u2026s\u1ebd t\u1ea1o ra m\u1ed9t ni\u1ec1m tin r\u1ea5t l\u1edbn n\u01a1i b\u1ec7nh nh\u00e2n.<\/p>\n\n\n\n

People (con ng\u01b0\u1eddi<\/strong>)<\/h4>\n\n\n\n

\u0110\u00e2y l\u00e0 y\u1ebfu t\u1ed1 h\u00e0ng \u0111\u1ea7u c\u1ee7a Marketing 7P. Con ng\u01b0\u1eddi t\u1ea1o ra s\u1ea3n ph\u1ea9m, t\u1ea1o ra d\u1ecbch v\u1ee5 v\u00e0 c\u0169ng ch\u00ednh con ng\u01b0\u1eddi mang l\u1ea1i \u1ea3nh h\u01b0\u1edfng t\u1ed1t, x\u1ea5u \u0111\u1ebfn k\u1ebft qu\u1ea3 s\u1ef1 vi\u1ec7c. B\u1edfi v\u1eady vi\u1ec7c tuy\u1ec3n ch\u1ecdn, \u0111\u00e0o t\u1ea1o nh\u00e2n s\u1ef1 lu\u00f4n l\u00e0 m\u1ed1i quan t\u00e2m h\u00e0ng \u0111\u1ea7u c\u1ee7a t\u1ea5t c\u1ea3 doanh nghi\u1ec7p. V\u00ed d\u1ee5, m\u1ed9t nh\u00e0 h\u00e0ng c\u00f3 nh\u1eefng m\u00f3n \u0103n ngon m\u00e0 ng\u01b0\u1eddi ph\u1ee5c v\u1ee5 kh\u00f4ng \u00e2n c\u1ea7n v\u00e0 chu \u0111\u00e1o th\u00ec c\u0169ng kh\u00f4ng t\u1ea1o \u0111\u01b0\u1ee3c s\u1ef1 h\u00e0i l\u00f2ng c\u1ee7a kh\u00e1ch h\u00e0ng.<\/p>\n\n\n\n

\"\"<\/figure><\/div>\n\n\n\n

Tr\u00ean \u0111\u00e2y l\u00e0 nh\u1eefng chia s\u1ebb r\u00f5 r\u00e0ng nh\u1ea5t v\u1ec1 7P trong Marketing d\u1ecbch v\u1ee5. B\u1ea1n c\u00f3 nh\u1eadn ra \u0111\u01b0\u1ee3c nh\u1eefng kh\u00e1c bi\u1ec7t c\u1ee7a n\u00f3 so v\u1edbi Marketing h\u00e0ng h\u00f3a th\u00f4ng th\u01b0\u1eddng kh\u00f4ng n\u00e0o?<\/p>\n\n\n\n

Adsplus.vn<\/strong><\/h4>\n\n\n\n

C\u1ea3m \u01a1n b\u1ea1n \u0111\u00e3 xem b\u00e0i vi\u1ebft <\/em>n\u00e0y. H\u00e3y c\u1eadp nh\u1eadt th\u00eam c\u00e1c b\u00e0i vi\u1ebft t\u1eeb Adsplus \u0111\u1ec3 bi\u1ebft th\u00eam nh\u1eefng th\u00f4ng tin m\u1edbi nh\u1ea5t v\u1ec1 Marketing v\u00e0 c\u00e1c Tips ch\u1ea1y qu\u1ea3ng c\u00e1o hi\u1ec7u qu\u1ea3.<\/em><\/p>\n\n\n\n