{"id":904,"date":"2021-02-16T15:30:00","date_gmt":"2021-02-16T08:30:00","guid":{"rendered":"https:\/\/adsplus.vn\/blog\/?p=904"},"modified":"2021-02-24T08:31:11","modified_gmt":"2021-02-24T01:31:11","slug":"6-chien-luoc-gia-trong-marketing-mang-lai-hieu-qua-nhat","status":"publish","type":"post","link":"https:\/\/adsplus.vn\/blog\/6-chien-luoc-gia-trong-marketing-mang-lai-hieu-qua-nhat","title":{"rendered":"6 Chi\u1ebfn l\u01b0\u1ee3c gi\u00e1 trong Marketing mang l\u1ea1i hi\u1ec7u qu\u1ea3 nh\u1ea5t"},"content":{"rendered":"\n

Chi\u1ebfn l\u01b0\u1ee3c gi\u00e1 c\u1ea3 t\u1ed1t gi\u00fap doanh nghi\u1ec7p x\u00e1c \u0111\u1ecbnh m\u1ee9c gi\u00e1. \u0110\u1ec3 c\u00f3 th\u1ec3 t\u1ed1i \u0111a h\u00f3a l\u1ee3i nhu\u1eadn trong vi\u1ec7c b\u00e1n s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5. Khi thi\u1ebft l\u1eadp gi\u00e1, ch\u1ee7 s\u1edf h\u1eefu doanh nghi\u1ec7p c\u1ea7n xem x\u00e9t nh\u1eefng nh\u00e2n t\u1ed1 trong 1 ph\u1ea1m vi r\u1ed9ng. Bao g\u1ed3m s\u1ea3n xu\u1ea5t v\u00e0 ph\u00e2n ph\u1ed1i gi\u00e1, v\u1ecb tr\u00ed chi\u1ebfn l\u01b0\u1ee3c, c\u01a1 s\u1edf m\u1ee5c ti\u00eau kh\u00e1ch h\u00e0ng c\u1ee7a doanh nghi\u1ec7p v\u00e0 d\u1ecbch v\u1ee5 c\u1ee7a \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh. Khi kh\u00e1ch h\u00e0ng kh\u00f4ng mua h\u00e0ng h\u00f3a gi\u00e1 qu\u00e1 cao c\u00f4ng ty c\u1ee7a b\u1ea1n c\u0169ng s\u1ebd kh\u00f4ng th\u1ec3 th\u00e0nh c\u00f4ng. N\u1ebfu \u0111\u1ecbnh gi\u00e1 qu\u00e1 th\u1ea5p v\u00ec l\u00fac \u0111\u00f3 c\u00f4ng ty s\u1ebd kh\u00f4ng c\u00f3 kh\u1ea3 n\u0103ng chi tr\u1ea3 cho chi ph\u00ed c\u1ee7a ch\u00ednh h\u1ecd. D\u01b0\u1edbi \u0111\u00e2y l\u00e0 6 chi\u1ebfn l\u01b0\u1ee3c gi\u00e1 trong Marketing<\/strong> kh\u00e1c nhau. M\u00e0 h\u1ea7u h\u1ebft m\u1ecdi doanh nghi\u1ec7p \u0111\u1ec1u th\u1ef1c hi\u1ec7n trong k\u1ebf ho\u1ea1ch Trade Marketing c\u1ee7a h\u1ecd.<\/p>\n\n\n\n

1. \u0110\u1ecbnh gi\u00e1 Premium (Premium Pricing)<\/strong><\/h2>\n\n\n\n
\"6<\/figure><\/div>\n\n\n\n

V\u1edbi \u0111\u1ecbnh gi\u00e1 Premium, c\u00e1c ch\u1ee7 doanh nghi\u1ec7p s\u1ebd \u0111\u1eb7t gi\u00e1 cao h\u01a1n \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh c\u1ee7a h\u1ecd. C\u00e1ch \u0111\u1ecbnh gi\u00e1 Premium th\u01b0\u1eddng hi\u1ec7u qu\u1ea3 nh\u1ea5t trong nh\u1eefng ng\u00e0y \u0111\u1ea7u c\u1ee7a 1 chu k\u1ef3 s\u1ea3n ph\u1ea9m. <\/p>\n\n\n\n

B\u00ean c\u1ea1nh \u0111\u00f3, c\u00e1ch \u0111\u1ecbnh gi\u00e1 n\u00e0y kh\u00e1 l\u00fd t\u01b0\u1edfng cho 1 doanh nghi\u1ec7p nh\u1ecf c\u00f3 mong mu\u1ed1n b\u00e1n nh\u1eefng m\u1eb7t h\u00e0ng \u0111\u1ed9c nh\u1ea5t. Nguy\u00ean nh\u00e2n l\u00e0 v\u00ec kh\u00e1ch h\u00e0ng c\u1ea3m th\u1ea5y m\u00ecnh c\u1ea7n nh\u1eadn \u0111\u01b0\u1ee3c s\u1ea3n ph\u1ea9m c\u00f3 gi\u00e1 tr\u1ecb ngang v\u1edbi m\u1ee9c gi\u00e1, doanh nghi\u1ec7p ph\u1ea3i l\u00e0m vi\u1ec7c h\u1ebft s\u1ee9c \u0111\u1ec3 \u0111\u01b0a ra nh\u1eadn th\u1ee9c v\u1ec1 gi\u00e1 tr\u1ecb c\u1ee7a s\u1ea3n ph\u1ea9m v\u1edbi h\u1ecd. C\u00f9ng v\u1edbi vi\u1ec7c t\u1ea1o ra s\u1ea3n ph\u1ea9m ch\u1ea5t l\u01b0\u1ee3ng cao, c\u00e1c doanh nghi\u1ec7p c\u1ea7n \u0111\u1ea3m b\u1ea3o n\u1ed7 l\u1ef1c trong vi\u1ec7c Marketing<\/strong><\/a> v\u1ec1 nh\u1eefng gi\u00e1 tr\u1ecb gia t\u0103ng s\u1ea3n ph\u1ea9m c\u00f3 th\u1ec3 \u0111em l\u1ea1i, bao b\u00ec c\u1ee7a s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 kh\u00e1ch h\u00e0ng\u2026 \u0111\u00f3 l\u00e0 nh\u1eefng y\u1ebfu t\u1ed1 c\u1ea7n thi\u1ebft cho nh\u1eefng s\u1ea3n ph\u1ea9m \u1edf m\u1ee9c gi\u00e1 Premium.<\/p>\n\n\n\n

2. \u0110\u1ecbnh gi\u00e1 th\u00e2m nh\u1eadp th\u1ecb tr\u01b0\u1eddng (Pricing for Market Penetration)<\/strong><\/h2>\n\n\n\n

V\u1edbi chi\u1ebfn l\u01b0\u1ee3c th\u00e2m nh\u1eadp th\u1ecb tr\u01b0\u1eddng. M\u1ed9t trong nh\u1eefng chi\u1ebfn l\u01b0\u1ee3c gi\u00e1 trong Marketing<\/em> \u0111\u01b0\u1ee3c d\u00f9ng hi\u1ec7u qu\u1ea3. Nhi\u1ec1u ng\u01b0\u1eddi mua th\u01b0\u1eddng s\u1ebd b\u1ecb thu h\u00fat b\u1edfi nh\u1eefng c\u00e1ch ch\u00e0o b\u00e1n h\u00e0ng h\u00f3a v\u00e0 d\u1ecbch v\u1ee5 gi\u00e1 r\u1ebb h\u01a1n so v\u1edbi m\u1eb7t b\u1eb1ng th\u1ecb tr\u01b0\u1eddng. Nhi\u1ec1u c\u00f4ng ty m\u1edbi s\u1eed d\u1ee5ng c\u00e1ch th\u1ee9c n\u00e0y \u0111\u1ec3 l\u00f4i k\u00e9o s\u1ef1 ch\u00fa \u00fd c\u1ee7a kh\u00e1ch h\u00e0ng. Nh\u01b0ng chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ecbnh gi\u00e1<\/strong><\/a> th\u00e2m nh\u1eadp th\u1ecb tr\u01b0\u1eddng c\u00f3 xu h\u01b0\u1edbng d\u1eabn \u0111\u1ebfn vi\u1ec7c l\u1ed7 v\u1ed1n kh\u1edfi \u0111\u1ea7u c\u1ee7a doanh nghi\u1ec7p. <\/p>\n\n\n\n

Tuy nhi\u00ean, d\u1ea7n d\u1ea7n, ti\u1ebfng t\u0103m c\u1ee7a doanh nghi\u1ec7p tr\u00ean th\u01b0\u01a1ng tr\u01b0\u1eddng. C\u00f3 th\u1ec3 \u0111em l\u1ea1i l\u00e3i v\u00e0 l\u00e0m cho th\u01b0\u01a1ng hi\u1ec7u n\u1ed5i b\u1eadt gi\u1eefa ng\u00e0nh h\u00e0ng kh\u00e1c. Sau m\u1ed9t kho\u1ea3ng th\u1eddi gian d\u00e0i nh\u1ea5t \u0111\u1ecbnh \u0111\u00e3 th\u00e2m nh\u1eadp th\u1ecb tr\u01b0\u1eddng. C\u00e1c c\u00f4ng ty th\u01b0\u1eddng b\u1eaft \u0111\u1ea7u n\u00e2ng gi\u00e1 \u0111\u1ec3 ph\u1ea3n \u00e1nh t\u1ed1t h\u01a1n v\u1ecb th\u1ebf c\u1ee7a m\u00ecnh trong th\u1ecb tr\u01b0\u1eddng v\u00e0 mang l\u1ea1i l\u00e3i su\u1ea5t.<\/p>\n\n\n\n

3. \u0110\u1ecbnh gi\u00e1 ti\u1ebft ki\u1ec7m (Economy Pricing)<\/strong><\/h2>\n\n\n\n

C\u00e1ch \u0111\u1ecbnh gi\u00e1 n\u00e0y \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng r\u1ea5t r\u1ed9ng r\u00e3i. T\u1eeb nh\u1eefng nh\u00e0 doanh nghi\u1ec7p cung c\u1ea5p th\u1ef1c ph\u1ea9m \u0111\u1ebfn nh\u1eefng nh\u00e0 ph\u00e2n ph\u1ed1i b\u00e1n l\u1ebb. V\u1edbi chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ecbnh gi\u00e1 ti\u1ebft ki\u1ec7m, doanh nghi\u1ec7p s\u1ebd c\u1eaft gi\u1ea3m t\u1ed1i thi\u1ec3u t\u1ea5t c\u1ea3 c\u00e1c chi ph\u00ed li\u00ean quan \u0111\u1ebfn Marketing v\u00e0 s\u1ea3n xu\u1ea5t. \u0110\u1ec3 ng\u1eafm v\u00e0o nh\u1eefng kh\u00e1ch h\u00e0ng \u201cham gi\u00e1 r\u1ebb\u201d. K\u1ebft qu\u1ea3 l\u00e0 nh\u1eefng v\u1ecb kh\u00e1ch h\u00e0ng n\u00e0y s\u1ebd mua m\u1eb7t h\u00e0ng m\u00e0 h\u1ecd c\u1ea7n. Trong khi kh\u00f4ng c\u1ea7n xem x\u00e9t qu\u00e1 k\u1ef9 l\u01b0\u1ee1ng.<\/p>\n\n\n\n

Trong khi chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ecbnh gi\u00e1 ti\u1ebft ki\u1ec7m v\u00f4 c\u00f9ng hi\u1ec7u qu\u1ea3 \u0111\u1ed1i v\u1edbi nh\u1eefng c\u00f4ng ty l\u1edbn nh\u01b0 Wal-Mart hay Target. Th\u00ec c\u00e1c doanh nghi\u1ec7p nh\u1ecf c\u00f3 th\u1ec3 s\u1ebd g\u1eb7p kh\u00f4ng \u00edt kh\u00f3 kh\u0103n n\u1ebfu s\u1eed d\u1ee5ng chi\u1ebfn l\u01b0\u1ee3c n\u00e0y. Do ngu\u1ed3n thu c\u1ee7a h\u1ecd r\u1ea5t h\u1ea1n ch\u1ebf n\u00ean vi\u1ec7c cho gi\u00e1 qu\u00e1 th\u1ea5p l\u00e0 \u0111i\u1ec1u kh\u00f4ng th\u1ec3. M\u1eb7t kh\u00e1c, n\u1ebfu m\u1ed9t doanh nghi\u1ec7p nh\u1ecf c\u00f3 th\u1ec3 gi\u1ea3m gi\u00e1 cho nh\u1eefng kh\u00e1ch h\u00e0ng th\u00e2n thi\u1ebft th\u00ec \u0111\u00f3 c\u00f3 th\u1ec3 l\u00e0 m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c tuy\u1ec7t v\u1eddi.<\/p>\n\n\n\n

\"6<\/figure><\/div>\n\n\n\n

4. \u0110\u1ecbnh gi\u00e1 h\u1edbt v\u00e1ng (Price Skimming)<\/strong><\/h2>\n\n\n\n

Gi\u00e1 h\u1edbt v\u00e1ng l\u00e0 c\u00e1ch c\u00e1c doanh nghi\u1ec7p d\u00f9ng \u0111\u1ec3 c\u00f3 th\u1ec3 t\u1ed1i \u0111a h\u00f3a doanh s\u1ed1 cho h\u00e0ng h\u00f3a v\u00e0 d\u1ecbch v\u1ee5. L\u00fac ban \u0111\u1ea7u, c\u00e1c doanh nghi\u1ec7p th\u01b0\u1eddng \u0111\u1eb7t gi\u00e1 \u1edf m\u1ee9c cao. Sau \u0111\u00f3 s\u1ebd h\u1ea1 th\u1ea5p gi\u00e1 h\u01a1n so v\u1edbi h\u00e0ng h\u00f3a c\u1ee7a \u0111\u1ed1i th\u1ee7 tr\u00ean th\u1ecb tr\u01b0\u1eddng. M\u1ed9t trong nh\u1eefng l\u1ee3i \u00edch ti\u00eau bi\u1ec3u c\u1ee7a chi\u1ebfn l\u01b0\u1ee3c n\u00e0y. L\u00e0 n\u00f3 cho ph\u00e9p doanh nghi\u1ec7p t\u1ed1i \u0111a h\u00f3a l\u1ee3i nhu\u1eadn ban \u0111\u1ea7u v\u1edbi nh\u1eefng kh\u00e1ch h\u00e0ng d\u1ec5 d\u00e0ng ch\u1ea5p nh\u1eadn gi\u00e1. Sau \u0111\u00f3 l\u00e0 gi\u1ea3m gi\u00e1 d\u1ea7n d\u1ea7n \u0111\u1ec3 thu h\u00fat nh\u1eefng kh\u00e1ch h\u00e0ng \u201cham gi\u00e1 r\u1ebb\u201d. <\/p>\n\n\n\n

Chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ecbnh gi\u00e1 h\u1edbt v\u00e1ng n\u00e0y kh\u00f4ng ch\u1ec9 gi\u00fap doanh nghi\u1ec7p chi tr\u1ea3 \u0111\u01b0\u1ee3c ph\u1ea7n n\u00e0o nh\u1eefng chi ph\u00ed ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m ban \u0111\u1ea7u. M\u00e0 c\u00f2n t\u1ea1o n\u00ean m\u1ed9t \u1ea3o gi\u00e1c v\u1ec1 ch\u1ea5t l\u01b0\u1ee3ng v\u00e0 s\u1ef1 \u0111\u1ed9c quy\u1ec1n. Khi s\u1ea3n ph\u1ea9m l\u1ea7n \u0111\u1ea7u ti\u00ean ra m\u1eaft tr\u00ean th\u1ecb tr\u01b0\u1eddng.<\/p>\n\n\n\n

5. \u0110\u1ecbnh gi\u00e1 theo t\u00e2m l\u00fd (Psychology Pricing)<\/strong><\/h2>\n\n\n\n

M\u1ed9t trong nh\u1eefng chi\u1ebfn l\u01b0\u1ee3c gi\u00e1 trong Marketing<\/em> r\u1ea5t \u0111\u1eb7c bi\u1ec7t l\u00e0 chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ecbnh gi\u00e1 theo t\u00e2m l\u00fd. Chi\u1ebfn l\u01b0\u1ee3c n\u00e0y \u0111\u01b0\u1ee3c coi nh\u01b0 m\u1ed9t h\u00ecnh th\u1ee9c \u201c\u1ea3o thu\u1eadt\u201d, c\u00e1c Marketers d\u00f9ng chi\u1ebfn l\u01b0\u1ee3c n\u00e0y \u0111\u1ec3 \u0111\u00e1nh v\u00e0o m\u1eb7t c\u1ea3m x\u00fac c\u1ee7a kh\u00e1ch h\u00e0ng h\u01a1n l\u00e0 v\u1ec1 m\u1eb7t logic. <\/p>\n\n\n\n

Ch\u1eb3ng h\u1ea1n, vi\u1ec7c thi\u1ebft l\u1eadp gi\u00e1 c\u1ee7a 1 chi\u1ebfc \u0111\u1ed3ng h\u1ed3 \u0111eo tay l\u00e0 $199. Ch\u1ee9ng minh vi\u1ec7c thu h\u00fat nhi\u1ec1u ng\u01b0\u1eddi ti\u00eau d\u00f9ng h\u01a1n l\u00e0 khi thi\u1ebft l\u1eadp gi\u00e1 s\u1ea3n ph\u1ea9m l\u00e0 $200. S\u1ef1 kh\u00e1c bi\u1ec7t th\u1eadt s\u1ef1 \u1edf \u0111\u00e2y tuy l\u00e0 r\u1ea5t nh\u1ecf nh\u01b0ng l\u1ea1i \u0111em l\u1ea1i hi\u1ec7u qu\u1ea3 l\u1edbn. L\u00ed do l\u00e0 v\u00ec ph\u1ea7n l\u1edbn t\u00e2m l\u00fd kh\u00e1ch h\u00e0ng s\u1ebd d\u1ef1a v\u00e0o nh\u1eefng con s\u1ed1 \u0111\u1ea7u ti\u00ean c\u1ee7a gi\u00e1. \u0110\u1ec3 \u0111i \u0111\u1ebfn quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng. <\/p>\n\n\n\n

Cho n\u00ean m\u1ee5c ti\u00eau c\u1ee7a \u0111\u1ecbnh gi\u00e1 theo t\u00e2m l\u00fd. Ch\u00ednh l\u00e0 \u0111\u1ec3 t\u0103ng th\u00eam nhu c\u1ea7u. B\u1eb1ng c\u00e1ch t\u1ea1o ra m\u1ed9t \u1ea3o gi\u00e1c v\u1ec1 gi\u00e1 tr\u1ecb gia t\u0103ng cho ng\u01b0\u1eddi ti\u00eau d\u00f9ng.<\/p>\n\n\n\n

6. \u0110\u1ecbnh gi\u00e1 theo g\u00f3i (Bundle Pricing)<\/strong><\/h2>\n\n\n\n

V\u1edbi chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ecbnh gi\u00e1 theo g\u00f3i. C\u00e1c ch\u1ee7 doanh nghi\u1ec7p s\u1ebd \u0111\u01b0a ra gi\u00e1 c\u1ee7a s\u1ea3n ph\u1ea9m th\u1ea5p h\u01a1n khi kh\u00e1ch h\u00e0ng mua nhi\u1ec1u s\u1ea3n ph\u1ea9m c\u00f9ng m\u1ed9t l\u00fac. Vi\u1ec7c \u0111\u1ecbnh gi\u00e1 h\u00e0ng theo g\u00f3i s\u1ebd kh\u00f4ng ch\u1ec9 gi\u00fap doanh nghi\u1ec7p x\u1ea3 \u0111\u01b0\u1ee3c \u0111\u1ed1ng h\u00e0ng t\u1ed3n kho. M\u00e0 s\u1ebd cho kh\u00e1ch h\u00e0ng m\u1ed9t c\u1ea3m gi\u00e1c h\u1ecd \u0111\u01b0\u1ee3c nh\u1eadn r\u1ea5t nhi\u1ec1u l\u1ee3i \u00edch. V\u00ec doanh nghi\u1ec7p \u0111ang cho h\u1ecd nh\u1eefng gi\u00e1 tr\u1ecb l\u1edbn. <\/p>\n\n\n\n

\u0110\u1ecbnh gi\u00e1 theo g\u00f3i s\u1ebd v\u00f4 c\u00f9ng hi\u1ec7u qu\u1ea3 cho c\u00e1c c\u00f4ng ty c\u00f3 b\u00e1n h\u00e0ng \u0111i k\u00e8m. \u0110i\u1ec3n h\u00ecnh l\u00e0 nh\u1eefng s\u1ea3n ph\u1ea9m nh\u01b0 s\u1eefa cho tr\u1ebb em. N\u1ebfu mua theo b\u1ecbch ho\u1eb7c theo th\u00f9ng s\u1ebd \u0111\u01b0\u1ee3c h\u01b0\u1edfng \u01b0u \u0111\u00e3i gi\u00e1 v\u00e0 nh\u1eefng gi\u00e1 tr\u1ecb gia t\u0103ng kh\u00e1c nh\u01b0 \u0111\u1ed3 ch\u01a1i, ho\u1eb7c b\u00ecnh u\u1ed1ng n\u01b0\u1edbc\u2026 Nh\u01b0ng theo \u0111\u00f3, doanh nghi\u1ec7p c\u0169ng c\u1ea7n ph\u1ea3i quan t\u00e2m \u0111\u1ebfn vi\u1ec7c. M\u00ecnh \u0111ang chi tr\u1ea3 bao nhi\u00eau cho chi\u1ebfn l\u01b0\u1ee3c n\u00e0y v\u00e0 so v\u1edbi doanh thu m\u00ecnh \u0111ang l\u00e3i hay l\u1ed7.<\/p>\n\n\n\n

T\u00f3m l\u1ea1i, v\u1edbi nh\u1eefng chi\u1ebfn l\u01b0\u1ee3c gi\u00e1 trong Marketing<\/em> kh\u00e1c nhau tr\u00ean. Adsplus.vn ch\u00fac c\u00e1c b\u1ea1n ch\u1ecdn ra \u0111\u01b0\u1ee3c chi\u1ebfn l\u01b0\u1ee3c ph\u00f9 h\u1ee3p \u00e1p d\u1ee5ng cho doanh nghi\u1ec7p m\u00ecnh nh\u1ea5t.<\/p>\n\n\n\n

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

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