{"id":24523,"date":"2026-04-12T10:22:54","date_gmt":"2026-04-12T10:22:54","guid":{"rendered":"https:\/\/www.booksofall.com\/vi\/bargaining-power-buyers-five-forces-analysis\/"},"modified":"2026-04-12T10:22:54","modified_gmt":"2026-04-12T10:22:54","slug":"bargaining-power-buyers-five-forces-analysis","status":"publish","type":"post","link":"https:\/\/www.booksofall.com\/vi\/bargaining-power-buyers-five-forces-analysis\/","title":{"rendered":"Quy\u1ec1n l\u1ef1c th\u01b0\u01a1ng l\u01b0\u1ee3ng c\u1ee7a ng\u01b0\u1eddi mua: \u0110i\u1ec1u h\u01b0\u1edbng N\u0103m l\u1ef1c l\u01b0\u1ee3ng"},"content":{"rendered":"

C\u00e1c \u0111\u1ed9ng l\u1ef1c th\u1ecb tr\u01b0\u1eddng hi\u1ebfm khi \u1ed5n \u0111\u1ecbnh. Ch\u00fang thay \u0111\u1ed5i d\u1ef1a tr\u00ean s\u1ef1 c\u00e2n b\u1eb1ng quy\u1ec1n l\u1ef1c gi\u1eefa c\u00e1c b\u00ean tham gia ng\u00e0nh v\u00e0 m\u00f4i tr\u01b0\u1eddng b\u00ean ngo\u00e0i. Trong c\u00e1c khung chi\u1ebfn l\u01b0\u1ee3c, vi\u1ec7c hi\u1ec3u ai \u0111ang n\u1eafm gi\u1eef l\u1ee3i th\u1ebf l\u00e0 \u0111i\u1ec1u thi\u1ebft y\u1ebfu \u0111\u1ec3 \u0111\u1ea3m b\u1ea3o t\u00ednh b\u1ec1n v\u1eefng d\u00e0i h\u1ea1n. M\u1ed9t trong nh\u1eefng l\u1ef1c l\u01b0\u1ee3ng quan tr\u1ecdng nh\u1ea5t c\u1ea7n ph\u00e2n t\u00edch l\u00e0 quy\u1ec1n l\u1ef1c th\u01b0\u01a1ng l\u01b0\u1ee3ng c\u1ee7a ng\u01b0\u1eddi mua. Kh\u00e1i ni\u1ec7m n\u00e0y \u0111\u1ecbnh ngh\u0129a kh\u1ea3 n\u0103ng c\u1ee7a kh\u00e1ch h\u00e0ng l\u00e0m gi\u1ea3m gi\u00e1, y\u00eau c\u1ea7u ch\u1ea5t l\u01b0\u1ee3ng cao h\u01a1n ho\u1eb7c tranh c\u00e3i gi\u1eefa c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh. Khi ng\u01b0\u1eddi mua c\u00f3 quy\u1ec1n l\u1ef1c l\u1edbn, ti\u1ec1m n\u0103ng l\u1ee3i nhu\u1eadn c\u1ee7a ng\u00e0nh s\u1ebd gi\u1ea3m \u0111i.<\/p>\n

H\u01b0\u1edbng d\u1eabn n\u00e0y cung c\u1ea5p c\u00e1i nh\u00ecn s\u00e2u s\u1eafc v\u1ec1 quy\u1ec1n l\u1ef1c ng\u01b0\u1eddi mua trong khung N\u0103m l\u1ef1c l\u01b0\u1ee3ng c\u1ee7a Porter. N\u00f3 bao g\u1ed3m c\u00e1c y\u1ebfu t\u1ed1 th\u00fac \u0111\u1ea9y l\u1ef1c l\u01b0\u1ee3ng n\u00e0y, c\u00e1ch \u0111\u00e1nh gi\u00e1 n\u00f3, v\u00e0 c\u00e1c chi\u1ebfn l\u01b0\u1ee3c th\u1ef1c t\u1ebf \u0111\u1ec3 qu\u1ea3n l\u00fd s\u1ee9c m\u1ea1nh c\u1ee7a kh\u00e1ch h\u00e0ng. Ch\u00fang ta s\u1ebd xem x\u00e9t c\u00e1c v\u00ed d\u1ee5 th\u1ef1c t\u1ebf v\u00e0 c\u00e1c ch\u1ec9 b\u00e1o c\u1ee5 th\u1ec3 cho th\u1ea5y s\u1ef1 thay \u0111\u1ed5i trong \u0111\u1ed9ng l\u1ef1c th\u1ecb tr\u01b0\u1eddng. B\u1eb1ng c\u00e1ch hi\u1ec3u r\u00f5 nh\u1eefng y\u1ebfu t\u1ed1 n\u00e0y, c\u00e1c doanh nghi\u1ec7p c\u00f3 th\u1ec3 \u0111\u1ecbnh v\u1ecb t\u1ed1t h\u01a1n tr\u01b0\u1edbc \u00e1p l\u1ef1c t\u1eeb kh\u00e1ch h\u00e0ng.<\/p>\n

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\"Hand-drawn<\/figure>\n<\/div>\n

\u0110\u1ecbnh ngh\u0129a l\u1ef1c l\u01b0\u1ee3ng ng\u01b0\u1eddi mua trong ph\u00e2n t\u00edch ng\u00e0nh \ud83d\udcca<\/h2>\n

Quy\u1ec1n l\u1ef1c th\u01b0\u01a1ng l\u01b0\u1ee3ng c\u1ee7a ng\u01b0\u1eddi mua l\u00e0 m\u1ed9t th\u01b0\u1edbc \u0111o m\u1ee9c \u0111\u1ed9 \u1ea3nh h\u01b0\u1edfng m\u00e0 kh\u00e1ch h\u00e0ng c\u00f3 \u0111\u1ed1i v\u1edbi m\u1ed9t ng\u00e0nh. \u0110i\u1ec1u n\u00e0y kh\u00f4ng \u0111\u01a1n thu\u1ea7n ch\u1ec9 l\u00e0 c\u00f3 nhi\u1ec1u kh\u00e1ch h\u00e0ng. Thay v\u00e0o \u0111\u00f3, n\u00f3 li\u00ean quan \u0111\u1ebfn c\u00e1c \u0111i\u1ec1u ki\u1ec7n c\u1ea5u tr\u00fac cho ph\u00e9p kh\u00e1ch h\u00e0ng \u0111\u01b0a ra \u0111i\u1ec1u ki\u1ec7n. L\u1ef1c l\u01b0\u1ee3ng n\u00e0y t\u01b0\u01a1ng t\u00e1c v\u1edbi b\u1ed1n l\u1ef1c l\u01b0\u1ee3ng c\u00f2n l\u1ea1i \u0111\u1ec3 x\u00e1c \u0111\u1ecbnh m\u1ee9c \u0111\u1ed9 l\u1ee3i nhu\u1eadn t\u1ed5ng th\u1ec3 c\u1ee7a m\u1ed9t ng\u00e0nh.<\/p>\n

Khi ng\u01b0\u1eddi mua c\u00f3 s\u1ee9c m\u1ea1nh, h\u1ecd c\u00f3 th\u1ec3:<\/p>\n

    \n
  • \u00c9p gi\u1ea3m gi\u00e1 \u0111\u1ec3 gi\u1ea3m chi ph\u00ed c\u1ee7a ch\u00ednh h\u1ecd.<\/li>\n
  • Y\u00eau c\u1ea7u ch\u1ea5t l\u01b0\u1ee3ng cao h\u01a1n ho\u1eb7c m\u1ee9c d\u1ecbch v\u1ee5 t\u1ed1t h\u01a1n m\u00e0 kh\u00f4ng ph\u1ea3i tr\u1ea3 th\u00eam ph\u00ed.<\/li>\n
  • \u0110\u1ea9y c\u00e1c nh\u00e0 cung c\u1ea5p c\u1ea1nh tranh v\u1edbi nhau \u0111\u1ec3 gi\u00e0nh \u0111\u01b0\u1ee3c l\u1ee3i th\u1ebf.<\/li>\n
  • \u0110e d\u1ecda t\u00edch h\u1ee3p ng\u01b0\u1ee3c l\u1ea1i v\u00e0 t\u1ef1 s\u1ea3n xu\u1ea5t s\u1ea3n ph\u1ea9m.<\/li>\n<\/ul>\n

    Ng\u01b0\u1ee3c l\u1ea1i, khi ng\u01b0\u1eddi mua c\u00f3 \u00edt quy\u1ec1n l\u1ef1c, c\u00e1c nh\u00e0 cung c\u1ea5p c\u00f3 th\u1ec3 duy tr\u00ec bi\u00ean l\u1ee3i nhu\u1eadn cao h\u01a1n. H\u1ecd ch\u1ecbu \u00edt \u00e1p l\u1ef1c h\u01a1n trong vi\u1ec7c \u0111\u1ed5i m\u1edbi ho\u1eb7c gi\u1ea3m gi\u00e1. S\u1ef1 ph\u00e2n bi\u1ec7t n\u00e0y r\u1ea5t quan tr\u1ecdng \u0111\u1ed1i v\u1edbi c\u00e1c nh\u00e0 \u0111\u1ea7u t\u01b0 v\u00e0 nh\u00e0 chi\u1ebfn l\u01b0\u1ee3c khi \u0111\u00e1nh gi\u00e1 m\u1ee9c \u0111\u1ed9 h\u1ea5p d\u1eabn c\u1ee7a m\u1ed9t ng\u00e0nh.<\/p>\n

    C\u00e1c ch\u1ec9 b\u00e1o ch\u00ednh c\u1ee7a quy\u1ec1n l\u1ef1c ng\u01b0\u1eddi mua cao \ud83d\udd0d<\/h2>\n

    M\u1ed9t s\u1ed1 y\u1ebfu t\u1ed1 c\u1ea5u tr\u00fac g\u00f3p ph\u1ea7n v\u00e0o quy\u1ec1n l\u1ef1c ng\u01b0\u1eddi mua cao. Vi\u1ec7c nh\u1eadn di\u1ec7n s\u1edbm c\u00e1c ch\u1ec9 b\u00e1o n\u00e0y gi\u00fap doanh nghi\u1ec7p chu\u1ea9n b\u1ecb c\u00e1c bi\u1ec7n ph\u00e1p \u0111\u1ed1i ph\u00f3. C\u00e1c y\u1ebfu t\u1ed1 sau \u0111\u00e2y l\u00e0 nh\u1eefng \u0111\u1ed9ng l\u1ef1c ch\u00ednh d\u1eabn \u0111\u1ebfn s\u1ee9c m\u1ea1nh c\u1ee7a kh\u00e1ch h\u00e0ng.<\/p>\n

    1. S\u1ef1 t\u1eadp trung c\u1ee7a ng\u01b0\u1eddi mua<\/h3>\n

    N\u1ebfu m\u1ed9t s\u1ed1 \u00edt ng\u01b0\u1eddi mua chi\u1ebfm ph\u1ea7n l\u1edbn doanh s\u1ed1 c\u1ee7a ng\u00e0nh, h\u1ecd s\u1ebd c\u00f3 s\u1ee9c \u1ea3nh h\u01b0\u1edfng l\u1edbn. Nh\u1eefng kh\u00e1ch h\u00e0ng n\u00e0y bi\u1ebft r\u00f5 gi\u00e1 tr\u1ecb c\u1ee7a h\u1ecd \u0111\u1ed1i v\u1edbi nh\u00e0 cung c\u1ea5p. H\u1ecd c\u00f3 th\u1ec3 \u0111e d\u1ecda r\u1eddi b\u1ecf m\u1ed1i quan h\u1ec7 n\u1ebfu y\u00eau c\u1ea7u kh\u00f4ng \u0111\u01b0\u1ee3c \u0111\u00e1p \u1ee9ng. \u0110i\u1ec1u n\u00e0y ph\u1ed5 bi\u1ebfn trong c\u00e1c l\u0129nh v\u1ef1c B2B, n\u01a1i m\u1ed9t v\u00e0i c\u00f4ng ty l\u1edbn chi ph\u1ed1i th\u1ecb tr\u01b0\u1eddng mua s\u1eafm.<\/p>\n

      \n
    • S\u1ef1 t\u1eadp trung cao:<\/strong>M\u1ed9t ho\u1eb7c hai kh\u00e1ch h\u00e0ng mua 50% s\u1ea3n l\u01b0\u1ee3ng.<\/li>\n
    • S\u1ef1 t\u1eadp trung th\u1ea5p:<\/strong>H\u00e0ng ng\u00e0n kh\u00e1ch h\u00e0ng nh\u1ecf mua ri\u00eang l\u1ebb.<\/li>\n<\/ul>\n

      2. Chi ph\u00ed chuy\u1ec3n \u0111\u1ed5i<\/h3>\n

      Chi ph\u00ed chuy\u1ec3n \u0111\u1ed5i l\u00e0 nh\u1eefng kho\u1ea3n chi ph\u00ed m\u00e0 ng\u01b0\u1eddi mua ph\u1ea3i ch\u1ecbu khi thay \u0111\u1ed5i nh\u00e0 cung c\u1ea5p. Ch\u00fang c\u00f3 th\u1ec3 l\u00e0 t\u00e0i ch\u00ednh, th\u1ee7 t\u1ee5c ho\u1eb7c t\u00e2m l\u00fd. Chi ph\u00ed chuy\u1ec3n \u0111\u1ed5i cao s\u1ebd khi\u1ebfn kh\u00e1ch h\u00e0ng b\u1ecb giam gi\u1eef, l\u00e0m gi\u1ea3m quy\u1ec1n l\u1ef1c c\u1ee7a h\u1ecd. Chi ph\u00ed chuy\u1ec3n \u0111\u1ed5i th\u1ea5p khi\u1ebfn ng\u01b0\u1eddi mua d\u1ec5 d\u00e0ng chuy\u1ec3n sang \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh, l\u00e0m t\u0103ng s\u1ee9c m\u1ea1nh c\u1ee7a h\u1ecd.<\/p>\n

        \n
      • T\u00e0i ch\u00ednh:<\/strong>Ph\u00ed l\u1eafp \u0111\u1eb7t, chi ph\u00ed \u0111\u00e0o t\u1ea1o ho\u1eb7c mua thi\u1ebft b\u1ecb m\u1edbi.<\/li>\n
      • Th\u1ee7 t\u1ee5c:<\/strong>T\u00edch h\u1ee3p v\u00e0o quy tr\u00ecnh l\u00e0m vi\u1ec7c hi\u1ec7n c\u00f3 ho\u1eb7c c\u00e1c h\u1ec7 th\u1ed1ng ph\u1ea7n m\u1ec1m.<\/li>\n
      • T\u00e2m l\u00fd:<\/strong>S\u1ee3 r\u1ee7i ro ho\u1eb7c ni\u1ec1m tin \u0111\u01b0\u1ee3c x\u00e2y d\u1ef1ng qua nhi\u1ec1u n\u0103m.<\/li>\n<\/ul>\n

        3. Nh\u1ea1y c\u1ea3m v\u1edbi gi\u00e1<\/h3>\n

        Ng\u01b0\u1eddi mua c\u00f3 s\u1ee9c m\u1ea1nh h\u01a1n khi h\u1ecd nh\u1ea1y c\u1ea3m v\u1edbi gi\u00e1. \u0110i\u1ec1u n\u00e0y x\u1ea3y ra khi s\u1ea3n ph\u1ea9m chi\u1ebfm m\u1ed9t ph\u1ea7n l\u1edbn chi ph\u00ed t\u1ed5ng th\u1ec3 c\u1ee7a h\u1ecd. C\u0169ng x\u1ea3y ra khi s\u1ea3n ph\u1ea9m \u0111\u01b0\u1ee3c chu\u1ea9n h\u00f3a, khi\u1ebfn gi\u00e1 tr\u1edf th\u00e0nh y\u1ebfu t\u1ed1 kh\u00e1c bi\u1ec7t ch\u00ednh. Trong c\u00e1c t\u00ecnh hu\u1ed1ng n\u00e0y, ng\u01b0\u1eddi mua s\u1ebd t\u00ecm ki\u1ebfm t\u00edch c\u1ef1c \u0111\u1ec3 t\u00ecm ra m\u1ee9c gi\u00e1 th\u1ea5p nh\u1ea5t.<\/p>\n

          \n
        • S\u1ea3n ph\u1ea9m h\u00e0ng h\u00f3a d\u1eabn \u0111\u1ebfn s\u1ef1 nh\u1ea1y c\u1ea3m v\u1edbi gi\u00e1 cao h\u01a1n.<\/li>\n
        • C\u00e1c gi\u1ea3i ph\u00e1p t\u00f9y ch\u1ec9nh d\u1eabn \u0111\u1ebfn \u0111\u1ed9 nh\u1ea1y c\u1ea3m v\u1edbi gi\u00e1 th\u1ea5p h\u01a1n.<\/li>\n<\/ul>\n

          4. Kh\u1ea3 n\u0103ng ti\u1ebfp c\u1eadn th\u00f4ng tin<\/h3>\n

          Internet \u0111\u00e3 c\u00e1ch m\u1ea1ng h\u00f3a vi\u1ec7c ti\u1ebfp c\u1eadn th\u00f4ng tin. Ng\u01b0\u1eddi mua hi\u1ec7n c\u00f3 th\u1ec3 d\u1ec5 d\u00e0ng so s\u00e1nh gi\u00e1 c\u1ea3, th\u00f4ng s\u1ed1 k\u1ef9 thu\u1eadt v\u00e0 \u0111\u00e1nh gi\u00e1. Khi th\u00f4ng tin minh b\u1ea1ch, ng\u01b0\u1eddi mua c\u00f3 th\u1ec3 \u0111\u00e0m ph\u00e1n hi\u1ec7u qu\u1ea3 h\u01a1n. H\u1ecd bi\u1ebft \u0111\u01b0\u1ee3c m\u1ee9c gi\u00e1 th\u1ecb tr\u01b0\u1eddng v\u00e0 c\u00f3 th\u1ec3 s\u1eed d\u1ee5ng ki\u1ebfn th\u1ee9c n\u00e0y \u0111\u1ec3 g\u00e2y \u00e1p l\u1ef1c l\u00ean nh\u00e0 cung c\u1ea5p.<\/p>\n

          5. Nguy c\u01a1 t\u00edch h\u1ee3p ng\u01b0\u1ee3c<\/h3>\n

          N\u1ebfu ng\u01b0\u1eddi mua c\u00f3 kh\u1ea3 n\u0103ng s\u1ea3n xu\u1ea5t s\u1ea3n ph\u1ea9m t\u1ef1 th\u00e2n, quy\u1ec1n l\u1ef1c th\u01b0\u01a1ng l\u01b0\u1ee3ng c\u1ee7a h\u1ecd s\u1ebd t\u0103ng l\u00ean. Nguy c\u01a1 n\u00e0y tr\u1edf n\u00ean \u0111\u00e1ng tin c\u1eady khi bi\u00ean l\u1ee3i nhu\u1eadn ng\u00e0nh cao. Ng\u01b0\u1eddi mua c\u00f3 th\u1ec3 c\u00e2n nh\u1eafc \u0111\u01b0a s\u1ea3n xu\u1ea5t v\u1ec1 n\u1ed9i b\u1ed9 \u0111\u1ec3 thu l\u1ee3i. C\u00e1c nh\u00e0 cung c\u1ea5p c\u1ea7n theo d\u00f5i nh\u1eefng d\u1ea5u hi\u1ec7u cho th\u1ea5y kh\u1ea3 n\u0103ng n\u00e0y \u0111ang ph\u00e1t tri\u1ec3n.<\/p>\n

          C\u00e1c ch\u1ec9 b\u00e1o v\u1ec1 quy\u1ec1n l\u1ef1c ng\u01b0\u1eddi mua th\u1ea5p \ud83d\udee1\ufe0f<\/h2>\n

          Kh\u00f4ng ph\u1ea3i ng\u00e0nh n\u00e0o c\u0169ng ch\u1ecbu \u00e1p l\u1ef1c kh\u00e1ch h\u00e0ng m\u1ea1nh m\u1ebd. \u1ede m\u1ed9t s\u1ed1 l\u0129nh v\u1ef1c, nh\u00e0 cung c\u1ea5p v\u1eabn gi\u1eef quy\u1ec1n ki\u1ec3m so\u00e1t gi\u00e1 c\u1ea3 v\u00e0 \u0111i\u1ec1u kho\u1ea3n. Hi\u1ec3u r\u00f5 nh\u1eefng \u0111i\u1ec1u ki\u1ec7n n\u00e0y gi\u00fap x\u00e1c \u0111\u1ecbnh c\u01a1 h\u1ed9i \u0111\u1ea1t l\u1ee3i nhu\u1eadn \u1ed5n \u0111\u1ecbnh.<\/p>\n

            \n
          • C\u01a1 s\u1edf kh\u00e1ch h\u00e0ng ph\u00e2n m\u1ea3nh:<\/strong> Khi c\u00f3 nhi\u1ec1u kh\u00e1ch h\u00e0ng nh\u1ecf, kh\u00f4ng th\u1ef1c th\u1ec3 n\u00e0o c\u00f3 th\u1ec3 \u00e1p \u0111\u1eb7t \u0111i\u1ec1u ki\u1ec7n.<\/li>\n
          • Chi ph\u00ed chuy\u1ec3n \u0111\u1ed5i cao:<\/strong>C\u00e1c h\u1ec7 th\u1ed1ng ph\u1ee9c t\u1ea1p ho\u1eb7c c\u00f4ng ngh\u1ec7 \u0111\u1ed9c quy\u1ec1n t\u1ea1o ra hi\u1ec7u \u1ee9ng giam gi\u1eef.<\/li>\n
          • S\u1ef1 kh\u00e1c bi\u1ec7t h\u00f3a s\u1ea3n ph\u1ea9m:<\/strong>Nh\u1eefng t\u00ednh n\u0103ng \u0111\u1ed9c \u0111\u00e1o ho\u1eb7c l\u00f2ng trung th\u00e0nh v\u1edbi th\u01b0\u01a1ng hi\u1ec7u l\u00e0m gi\u1ea3m s\u1ef1 t\u1eadp trung v\u00e0o gi\u00e1 c\u1ea3.<\/li>\n
          • \u0110\u1ed9 nh\u1ea1y c\u1ea3m v\u1edbi gi\u00e1 th\u1ea5p:<\/strong> N\u1ebfu s\u1ea3n ph\u1ea9m ch\u1ec9 chi\u1ebfm m\u1ed9t ph\u1ea7n nh\u1ecf chi ph\u00ed c\u1ee7a ng\u01b0\u1eddi mua, h\u1ecd s\u1ebd quan t\u00e2m \u00edt h\u01a1n \u0111\u1ebfn gi\u00e1 c\u1ea3.<\/li>\n
          • Thi\u1ebfu s\u1ef1 thay th\u1ebf:<\/strong>C\u00e1c c\u00f4ng ty \u0111\u1ed9c quy\u1ec1n ho\u1eb7c \u0111\u1ed9c quy\u1ec1n nh\u00f3m h\u1ea1n ch\u1ebf kh\u1ea3 n\u0103ng l\u1ef1a ch\u1ecdn \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh c\u1ee7a ng\u01b0\u1eddi mua.<\/li>\n<\/ul>\n

            T\u00e1c \u0111\u1ed9ng \u0111\u1ebfn l\u1ee3i nhu\u1eadn ng\u00e0nh \ud83d\udcb0<\/h2>\n

            C\u00e2n b\u1eb1ng quy\u1ec1n l\u1ef1c ng\u01b0\u1eddi mua li\u00ean quan tr\u1ef1c ti\u1ebfp \u0111\u1ebfn l\u1ee3i nhu\u1eadn ng\u00e0nh. Khi ng\u01b0\u1eddi mua m\u1ea1nh, h\u1ecd chi\u1ebfm \u0111o\u1ea1t gi\u00e1 tr\u1ecb v\u1ed1n thu\u1ed9c v\u1ec1 nh\u00e0 cung c\u1ea5p. \u00c1p l\u1ef1c n\u00e0y l\u00e0m thu h\u1eb9p bi\u00ean l\u1ee3i nhu\u1eadn tr\u00ean to\u00e0n ng\u00e0nh.<\/p>\n

            Quy\u1ec1n l\u1ef1c ng\u01b0\u1eddi mua cao d\u1eabn \u0111\u1ebfn:<\/p>\n

              \n
            • Gi\u00e1 b\u00e1n trung b\u00ecnh gi\u1ea3m.<\/li>\n
            • Chi ti\u00eau ti\u1ebfp th\u1ecb t\u0103ng \u0111\u1ec3 gi\u1eef ch\u00e2n kh\u00e1ch h\u00e0ng.<\/li>\n
            • \u0110\u1ea7u t\u01b0 cao h\u01a1n v\u00e0o d\u1ecbch v\u1ee5 v\u00e0 h\u1ed7 tr\u1ee3 kh\u00e1ch h\u00e0ng.<\/li>\n
            • \u00c1p l\u1ef1c \u0111\u1ed5i m\u1edbi l\u1edbn h\u01a1n \u0111\u1ec3 v\u01b0\u1ee3t qua t\u00ecnh tr\u1ea1ng h\u00f3a s\u1ea3n ph\u1ea9m.<\/li>\n<\/ul>\n

              Quy\u1ec1n l\u1ef1c ng\u01b0\u1eddi mua th\u1ea5p cho ph\u00e9p:<\/p>\n

                \n
              • M\u1ee9c gi\u00e1 \u1ed5n \u0111\u1ecbnh ho\u1eb7c t\u0103ng.<\/li>\n
              • Bi\u00ean l\u1ee3i nhu\u1eadn \u1ed5n \u0111\u1ecbnh.<\/li>\n
              • Chi ph\u00ed th\u1ea5p h\u01a1n li\u00ean quan \u0111\u1ebfn vi\u1ec7c thu h\u00fat kh\u00e1ch h\u00e0ng.<\/li>\n
              • Kh\u1ea3 n\u0103ng \u0111\u1ea7u t\u01b0 v\u00e0o nghi\u00ean c\u1ee9u v\u00e0 ph\u00e1t tri\u1ec3n d\u00e0i h\u1ea1n m\u00e0 kh\u00f4ng ch\u1ecbu \u00e1p l\u1ef1c l\u1ee3i nhu\u1eadn ngay l\u1eadp t\u1ee9c.<\/li>\n<\/ul>\n

                Chi\u1ebfn l\u01b0\u1ee3c qu\u1ea3n l\u00fd quy\u1ec1n l\u1ef1c ng\u01b0\u1eddi mua \ud83d\udee0\ufe0f<\/h2>\n

                C\u00e1c c\u00f4ng ty kh\u00f4ng th\u1ec3 lu\u00f4n thay \u0111\u1ed5i \u0111i\u1ec1u ki\u1ec7n c\u1ea5u tr\u00fac c\u1ee7a m\u1ed9t ng\u00e0nh. Tuy nhi\u00ean, h\u1ecd c\u00f3 th\u1ec3 \u00e1p d\u1ee5ng c\u00e1c chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ec3 gi\u1ea3m thi\u1ec3u t\u00e1c \u0111\u1ed9ng ti\u00eau c\u1ef1c t\u1eeb quy\u1ec1n l\u1ef1c c\u1ee7a ng\u01b0\u1eddi mua. M\u1ee5c ti\u00eau l\u00e0 gi\u1ea3m s\u1ee9c \u00e9p c\u1ee7a kh\u00e1ch h\u00e0ng v\u00e0 t\u0103ng \u0111\u1ed9 g\u1eafn k\u1ebft c\u1ee7a nh\u00e0 cung c\u1ea5p.<\/p>\n

                1. Ph\u00e2n bi\u1ec7t s\u1ea3n ph\u1ea9m<\/h3>\n

                L\u00e0m cho s\u1ea3n ph\u1ea9m tr\u1edf n\u00ean \u0111\u1ed9c \u0111\u00e1o s\u1ebd gi\u1ea3m \u0111\u1ed9 nh\u1ea1y c\u1ea3m v\u1edbi gi\u00e1 c\u1ea3. N\u1ebfu kh\u00e1ch h\u00e0ng nh\u1eadn th\u1ea5y gi\u00e1 tr\u1ecb ri\u00eang bi\u1ec7t, h\u1ecd s\u1ebd \u00edt c\u00f3 kh\u1ea3 n\u0103ng chuy\u1ec3n \u0111\u1ed5i ch\u1ec9 d\u1ef1a tr\u00ean chi ph\u00ed. \u0110i\u1ec1u n\u00e0y c\u00f3 th\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c th\u00f4ng qua:<\/p>\n

                  \n
                • C\u00f4ng ngh\u1ec7 \u0111\u1ed9c quy\u1ec1n ho\u1eb7c b\u1eb1ng s\u00e1ng ch\u1ebf.<\/li>\n
                • Thi\u1ebft k\u1ebf ho\u1eb7c th\u1ea9m m\u1ef9 v\u01b0\u1ee3t tr\u1ed9i.<\/li>\n
                • Ch\u1ee9c n\u0103ng \u0111\u01b0\u1ee3c n\u00e2ng cao gi\u00fap gi\u1ea3i quy\u1ebft c\u00e1c v\u1ea5n \u0111\u1ec1 c\u1ee5 th\u1ec3.<\/li>\n<\/ul>\n

                  2. X\u00e2y d\u1ef1ng l\u00f2ng trung th\u00e0nh th\u01b0\u01a1ng hi\u1ec7u<\/h3>\n

                  M\u1ed9t th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh t\u1ea1o ra m\u1ed1i li\u00ean k\u1ebft c\u1ea3m x\u00fac. Kh\u00e1ch h\u00e0ng c\u00f3 th\u1ec3 s\u1eb5n s\u00e0ng tr\u1ea3 th\u00eam ti\u1ec1n cho m\u1ed9t t\u00ean tu\u1ed5i \u0111\u00e1ng tin c\u1eady. L\u00f2ng trung th\u00e0nh n\u00e0y ho\u1ea1t \u0111\u1ed9ng nh\u01b0 m\u1ed9t r\u00e0o c\u1ea3n khi chuy\u1ec3n \u0111\u1ed5i. Th\u00f4ng \u0111i\u1ec7p nh\u1ea5t qu\u00e1n v\u00e0 vi\u1ec7c giao h\u00e0ng ch\u1ea5t l\u01b0\u1ee3ng s\u1ebd c\u1ee7ng c\u1ed1 m\u1ed1i li\u00ean k\u1ebft n\u00e0y.<\/p>\n

                  3. T\u0103ng chi ph\u00ed chuy\u1ec3n \u0111\u1ed5i<\/h3>\n

                  M\u1eb7c d\u00f9 \u0111i\u1ec1u n\u00e0y c\u00f3 th\u1ec3 g\u00e2y tranh c\u00e3i, nh\u01b0ng vi\u1ec7c t\u0103ng chi ph\u00ed r\u1eddi b\u1ecf m\u1ed1i quan h\u1ec7 s\u1ebd l\u00e0m gi\u1ea3m quy\u1ec1n l\u1ef1c c\u1ee7a ng\u01b0\u1eddi mua. \u0110i\u1ec1u n\u00e0y bao g\u1ed3m:<\/p>\n

                    \n
                  • Ph\u00e1t tri\u1ec3n c\u00e1c h\u1ec7 sinh th\u00e1i t\u00edch h\u1ee3p.<\/li>\n
                  • Cung c\u1ea5p c\u00e1c ch\u01b0\u01a1ng tr\u00ecnh \u0111\u00e0o t\u1ea1o v\u00e0 ch\u1ee9ng nh\u1eadn.<\/li>\n
                  • Cung c\u1ea5p c\u00e1c h\u1ee3p \u0111\u1ed3ng d\u00e0i h\u1ea1n v\u1edbi \u0111i\u1ec1u kho\u1ea3n thu\u1eadn l\u1ee3i nh\u1eb1m khuy\u1ebfn kh\u00edch s\u1ef1 trung th\u00e0nh.<\/li>\n<\/ul>\n

                    4. \u0110a d\u1ea1ng h\u00f3a c\u01a1 s\u1edf kh\u00e1ch h\u00e0ng<\/h3>\n

                    Ph\u1ee5 thu\u1ed9c v\u00e0o m\u1ed9t v\u00e0i kh\u00e1ch h\u00e0ng l\u1edbn s\u1ebd t\u1ea1o ra s\u1ef1 d\u1ec5 b\u1ecb t\u1ed5n th\u01b0\u01a1ng. Vi\u1ec7c ph\u00e2n b\u1ed5 doanh thu tr\u00ean nhi\u1ec1u kh\u00e1ch h\u00e0ng nh\u1ecf h\u01a1n s\u1ebd l\u00e0m gi\u1ea3m s\u1ee9c m\u1ea1nh c\u1ee7a b\u1ea5t k\u1ef3 c\u00e1 nh\u00e2n n\u00e0o. \u0110i\u1ec1u n\u00e0y gi\u00fap gi\u1ea3m nguy c\u01a1 m\u1ed9t kh\u00e1ch h\u00e0ng l\u1edbn r\u1eddi b\u1ecf.<\/p>\n

                    5. Cung c\u1ea5p t\u00f9y ch\u1ec9nh<\/h3>\n

                    C\u00e1c s\u1ea3n ph\u1ea9m ti\u00eau chu\u1ea9n d\u1ec5 b\u1ecb thay th\u1ebf. C\u00e1c gi\u1ea3i ph\u00e1p t\u00f9y ch\u1ec9nh kh\u00f3 sao ch\u00e9p h\u01a1n. Vi\u1ec7c \u0111i\u1ec1u ch\u1ec9nh s\u1ea3n ph\u1ea9m theo nhu c\u1ea7u c\u1ee5 th\u1ec3 c\u1ee7a kh\u00e1ch h\u00e0ng s\u1ebd khi\u1ebfn nh\u00e0 cung c\u1ea5p tr\u1edf n\u00ean kh\u00f4ng th\u1ec3 thay th\u1ebf.<\/p>\n

                    B\u1ea3ng so s\u00e1nh ng\u00e0nh \ud83d\udcc9<\/h2>\n

                    B\u1ea3ng d\u01b0\u1edbi \u0111\u00e2y minh h\u1ecda c\u00e1ch quy\u1ec1n l\u1ef1c c\u1ee7a ng\u01b0\u1eddi mua thay \u0111\u1ed5i gi\u1eefa c\u00e1c l\u0129nh v\u1ef1c kh\u00e1c nhau. Nh\u1eefng v\u00ed d\u1ee5 n\u00e0y nh\u1ea5n m\u1ea1nh c\u00e1c kh\u00e1c bi\u1ec7t c\u1ea5u tr\u00fac th\u00fac \u0111\u1ea9y s\u1ee9c m\u1ea1nh.<\/p>\n\n\n\n\n\n\n\n\n\n\n
                    Ng\u00e0nh<\/th>\nM\u1ee9c \u0111\u1ed9 quy\u1ec1n l\u1ef1c ng\u01b0\u1eddi mua<\/th>\nY\u1ebfu t\u1ed1 ch\u00ednh<\/th>\n<\/tr>\n<\/thead>\n
                    H\u00e0ng kh\u00f4ng th\u01b0\u01a1ng m\u1ea1i<\/strong><\/td>\nCao<\/td>\nChi ph\u00ed chuy\u1ec3n \u0111\u1ed5i th\u1ea5p, minh b\u1ea1ch gi\u00e1 cao, nhi\u1ec1u \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh.<\/td>\n<\/tr>\n
                    Ph\u1ea7n m\u1ec1m doanh nghi\u1ec7p<\/strong><\/td>\nTrung b\u00ecnh<\/td>\nChi ph\u00ed chuy\u1ec3n \u0111\u1ed5i cao, t\u00edch h\u1ee3p ph\u1ee9c t\u1ea1p, nh\u01b0ng c\u1ea1nh tranh m\u1ea1nh.<\/td>\n<\/tr>\n
                    H\u00e0ng h\u00f3a xa x\u1ec9<\/strong><\/td>\nTh\u1ea5p<\/td>\nS\u1ef1 \u0111\u1ed9c quy\u1ec1n th\u01b0\u01a1ng hi\u1ec7u, \u0111\u1ed9 nh\u1ea1y c\u1ea3m gi\u00e1 th\u1ea5p, ngu\u1ed3n cung khan hi\u1ebfm.<\/td>\n<\/tr>\n
                    Nguy\u00ean li\u1ec7u th\u00f4<\/strong><\/td>\nTrung b\u00ecnh \u0111\u1ebfn Cao<\/td>\nS\u1ea3n ph\u1ea9m ti\u00eau chu\u1ea9n h\u00f3a, \u0111\u1ed9 nh\u1ea1y c\u1ea3m v\u1edbi gi\u00e1, \u0111\u1ed9ng l\u1ef1c th\u1ecb tr\u01b0\u1eddng to\u00e0n c\u1ea7u.<\/td>\n<\/tr>\n
                    Thi\u1ebft b\u1ecb y t\u1ebf chuy\u00ean bi\u1ec7t<\/strong><\/td>\nTh\u1ea5p<\/td>\nQuy \u0111\u1ecbnh nghi\u00eam ng\u1eb7t, chi ph\u00ed chuy\u1ec3n \u0111\u1ed5i cao, ch\u1ee9c n\u0103ng then ch\u1ed1t.<\/td>\n<\/tr>\n
                    \u0110i\u1ec7n t\u1eed ti\u00eau d\u00f9ng<\/strong><\/td>\nCao<\/td>\nS\u1edbm l\u1ed7i th\u1eddi, m\u00f4 h\u00ecnh m\u1edbi th\u01b0\u1eddng xuy\u00ean, so s\u00e1nh gi\u00e1 d\u1ec5 d\u00e0ng.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

                    Khung \u0111\u00e1nh gi\u00e1 cho c\u00e1c nh\u00e0 chi\u1ebfn l\u01b0\u1ee3c \ud83e\udde0<\/h2>\n

                    \u0110\u1ec3 \u00e1p d\u1ee5ng ph\u00e2n t\u00edch n\u00e0y, c\u00e1c nh\u00e0 l\u00e3nh \u0111\u1ea1o n\u00ean \u0111\u1eb7t ra nh\u1eefng c\u00e2u h\u1ecfi c\u1ee5 th\u1ec3 v\u1ec1 v\u1ecb th\u1ebf th\u1ecb tr\u01b0\u1eddng c\u1ee7a h\u1ecd. Khung n\u00e0y gi\u00fap \u0111\u1ecbnh l\u01b0\u1ee3ng m\u1ee9c \u0111\u1ed9 quy\u1ec1n l\u1ef1c c\u1ee7a ng\u01b0\u1eddi mua trong m\u1ed9t b\u1ed1i c\u1ea3nh c\u1ee5 th\u1ec3.<\/p>\n

                      \n
                    • T\u1eadp trung:<\/strong>T\u1ef7 l\u1ec7 ph\u1ea7n tr\u0103m doanh thu \u0111\u1ebfn t\u1eeb 5 kh\u00e1ch h\u00e0ng h\u00e0ng \u0111\u1ea7u l\u00e0 bao nhi\u00eau?<\/li>\n
                    • Kh\u1ed1i l\u01b0\u1ee3ng:<\/strong>S\u1ea3n ph\u1ea9m c\u00f3 chi\u1ebfm chi ph\u00ed \u0111\u00e1ng k\u1ec3 \u0111\u1ed1i v\u1edbi ng\u01b0\u1eddi mua kh\u00f4ng?<\/li>\n
                    • Th\u00f4ng tin:<\/strong>Ng\u01b0\u1eddi mua d\u1ec5 d\u00e0ng so s\u00e1nh s\u1ea3n ph\u1ea9m c\u1ee7a ch\u00fang ta v\u1edbi \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh \u0111\u1ebfn m\u1ee9c n\u00e0o?<\/li>\n
                    • Ti\u00eau chu\u1ea9n h\u00f3a:<\/strong>S\u1ea3n ph\u1ea9m c\u1ee7a ch\u00fang ta l\u00e0 h\u00e0ng h\u00f3a th\u00f4ng th\u01b0\u1eddng hay gi\u1ea3i ph\u00e1p chuy\u00ean bi\u1ec7t?<\/li>\n
                    • T\u00edch h\u1ee3p:<\/strong>C\u00f3 m\u1ed1i \u0111e d\u1ecda \u0111\u00e1ng tin c\u1eady t\u1eeb vi\u1ec7c kh\u00e1ch h\u00e0ng t\u1ef1 s\u1ea3n xu\u1ea5t s\u1ea3n ph\u1ea9m n\u00e0y kh\u00f4ng?<\/li>\n
                    • T\u00e1c \u0111\u1ed9ng \u0111\u1ebfn l\u1ee3i nhu\u1eadn:<\/strong>Ch\u00fang ta nh\u1ea1y c\u1ea3m \u0111\u1ebfn m\u1ee9c n\u00e0o v\u1edbi nh\u1eefng thay \u0111\u1ed5i gi\u00e1 trong m\u00f4 h\u00ecnh \u0111\u1ecbnh gi\u00e1 c\u1ee7a m\u00ecnh?<\/li>\n<\/ul>\n

                      Th\u1eddi \u0111\u1ea1i s\u1ed1 v\u00e0 quy\u1ec1n l\u1ef1c c\u1ee7a ng\u01b0\u1eddi mua \ud83d\udcbb<\/h2>\n

                      C\u00f4ng ngh\u1ec7 \u0111\u00e3 thay \u0111\u1ed5i s\u1ef1 c\u00e2n b\u1eb1ng quy\u1ec1n l\u1ef1c trong nh\u1eefng th\u1eadp k\u1ef7 g\u1ea7n \u0111\u00e2y. M\u1ea1ng x\u00e3 h\u1ed9i v\u00e0 c\u00e1c n\u1ec1n t\u1ea3ng \u0111\u00e1nh gi\u00e1 mang l\u1ea1i cho ng\u01b0\u1eddi mua m\u1ed9t ti\u1ebfng n\u00f3i t\u1eadp th\u1ec3. Nh\u1eefng \u0111\u00e1nh gi\u00e1 ti\u00eau c\u1ef1c c\u00f3 th\u1ec3 l\u00e0m t\u1ed5n h\u1ea1i danh ti\u1ebfng th\u01b0\u01a1ng hi\u1ec7u m\u1ed9t c\u00e1ch nhanh ch\u00f3ng. \u0110i\u1ec1u n\u00e0y l\u00e0m t\u0103ng c\u01b0\u1eddng quy\u1ec1n \u0111\u00e0m ph\u00e1n ngay c\u1ea3 v\u1edbi nh\u1eefng kh\u00e1ch h\u00e0ng nh\u1ecf.<\/p>\n

                      C\u00e1c xu h\u01b0\u1edbng s\u1ed1 ch\u00ednh bao g\u1ed3m:<\/p>\n

                        \n
                      • Minh b\u1ea1ch:<\/strong>C\u00e1c c\u00f4ng c\u1ee5 so s\u00e1nh gi\u00e1 ph\u1ed5 bi\u1ebfn r\u1ed9ng r\u00e3i.<\/li>\n
                      • C\u1ed9ng \u0111\u1ed3ng:<\/strong> Ng\u01b0\u1eddi mua chia s\u1ebb th\u00f4ng tin v\u00e0 chi\u1ebfn l\u01b0\u1ee3c tr\u1ef1c tuy\u1ebfn.<\/li>\n
                      • Tr\u1ef1c ti\u1ebfp \u0111\u1ebfn ng\u01b0\u1eddi ti\u00eau d\u00f9ng:<\/strong> C\u00e1c th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3 b\u1ecf qua c\u00e1c b\u00ean trung gian, nh\u01b0ng ph\u1ea3i \u0111\u1ed1i m\u1eb7t tr\u1ef1c ti\u1ebfp v\u1edbi ng\u01b0\u1eddi mua.<\/li>\n
                      • D\u1eef li\u1ec7u:<\/strong> Kh\u00e1ch h\u00e0ng mong \u0111\u1ee3i nh\u1eefng tr\u1ea3i nghi\u1ec7m \u0111\u01b0\u1ee3c c\u00e1 nh\u00e2n h\u00f3a d\u1ef1a tr\u00ean d\u1eef li\u1ec7u c\u1ee7a h\u1ecd.<\/li>\n<\/ul>\n

                        C\u00e1c c\u00f4ng ty ph\u1ea3i th\u00edch nghi v\u1edbi m\u00f4i tr\u01b0\u1eddng n\u00e0y. B\u1ecf qua c\u00e1c v\u00f2ng ph\u1ea3n h\u1ed3i k\u1ef9 thu\u1eadt s\u1ed1 c\u00f3 th\u1ec3 d\u1eabn \u0111\u1ebfn m\u1ea5t th\u1ecb ph\u1ea7n nhanh ch\u00f3ng. Tham gia t\u01b0\u01a1ng t\u00e1c v\u1edbi kh\u00e1ch h\u00e0ng tr\u00ean c\u00e1c n\u1ec1n t\u1ea3ng n\u00e0y kh\u00f4ng c\u00f2n l\u00e0 l\u1ef1a ch\u1ecdn.<\/p>\n

                        \u0110\u00e1nh gi\u00e1 t\u00ednh kh\u1ea3 thi d\u00e0i h\u1ea1n \ud83d\udcc8<\/h2>\n

                        Khi ph\u00e2n t\u00edch m\u1ed9t kho\u1ea3n \u0111\u1ea7u t\u01b0 ho\u1eb7c k\u1ebf ho\u1ea1ch kinh doanh, c\u1ea7n xem x\u00e9t t\u00ednh b\u1ec1n v\u1eefng c\u1ee7a s\u1ee9c m\u1ea1nh ng\u01b0\u1eddi mua. C\u00e1c ng\u00e0nh c\u00f3 s\u1ee9c m\u1ea1nh ng\u01b0\u1eddi mua cao th\u01b0\u1eddng ph\u1ea3i \u0111\u1ed1i m\u1eb7t v\u1edbi chu k\u1ef3 chi\u1ebfn tranh gi\u00e1 c\u1ea3. \u0110i\u1ec1u n\u00e0y khi\u1ebfn d\u00f2ng ti\u1ec1n tr\u1edf n\u00ean kh\u00f4ng th\u1ec3 d\u1ef1 \u0111o\u00e1n. C\u00e1c ng\u00e0nh c\u00f3 s\u1ee9c m\u1ea1nh ng\u01b0\u1eddi mua th\u1ea5p mang l\u1ea1i s\u1ef1 \u1ed5n \u0111\u1ecbnh h\u01a1n.<\/p>\n

                        Tuy nhi\u00ean, s\u1ee9c m\u1ea1nh ng\u01b0\u1eddi mua th\u1ea5p kh\u00f4ng \u0111\u1ea3m b\u1ea3o th\u00e0nh c\u00f4ng. Nh\u1eefng l\u1ef1c l\u01b0\u1ee3ng kh\u00e1c, nh\u01b0 m\u1ed1i \u0111e d\u1ecda t\u1eeb c\u00e1c \u0111\u1ed1i th\u1ee7 m\u1edbi gia nh\u1eadp ho\u1eb7c s\u1ee9c m\u1ea1nh c\u1ee7a nh\u00e0 cung c\u1ea5p, c\u00f3 th\u1ec3 quan tr\u1ecdng h\u01a1n. C\u1ea7n c\u00f3 c\u00e1i nh\u00ecn to\u00e0n di\u1ec7n v\u1ec1 c\u1ea3 n\u0103m l\u1ef1c l\u01b0\u1ee3ng n\u00e0y. S\u1ee9c m\u1ea1nh ng\u01b0\u1eddi mua ch\u1ec9 l\u00e0 m\u1ed9t m\u1ea3nh gh\u00e9p trong b\u1ee9c tranh t\u1ed5ng th\u1ec3.<\/p>\n

                        L\u1eadp k\u1ebf ho\u1ea1ch chi\u1ebfn l\u01b0\u1ee3c c\u1ea7n t\u00ednh \u0111\u1ebfn nh\u1eefng thay \u0111\u1ed5i trong l\u1ef1c l\u01b0\u1ee3ng n\u00e0y. V\u00ed d\u1ee5, s\u1ef1 h\u1ee3p nh\u1ea5t gi\u1eefa c\u00e1c ng\u01b0\u1eddi mua c\u00f3 th\u1ec3 \u0111\u1ed9t ng\u1ed9t l\u00e0m t\u0103ng s\u1ee9c m\u1ea1nh c\u1ee7a h\u1ecd. M\u1ed9t c\u00f4ng ty ph\u1ee5 thu\u1ed9c v\u00e0o th\u1ecb tr\u01b0\u1eddng ph\u00e2n m\u1ea3nh c\u00f3 th\u1ec3 b\u1ea5t ng\u1edd tr\u1edf n\u00ean d\u1ec5 t\u1ed5n th\u01b0\u01a1ng. Vi\u1ec7c gi\u00e1m s\u00e1t li\u00ean t\u1ee5c l\u00e0 c\u1ea7n thi\u1ebft.<\/p>\n

                        Nghi\u00ean c\u1ee9u tr\u01b0\u1eddng h\u1ee3p: Ng\u00e0nh h\u00e0ng kh\u00f4ng \u2708\ufe0f<\/h2>\n

                        Ng\u00e0nh h\u00e0ng kh\u00f4ng l\u00e0 m\u1ed9t v\u00ed d\u1ee5 kinh \u0111i\u1ec3n v\u1ec1 s\u1ee9c m\u1ea1nh ng\u01b0\u1eddi mua cao. H\u00e0nh kh\u00e1ch c\u00f3 nhi\u1ec1u l\u1ef1a ch\u1ecdn cho c\u00e1c tuy\u1ebfn \u0111\u01b0\u1eddng t\u01b0\u01a1ng t\u1ef1. S\u1ea3n ph\u1ea9m (m\u1ed9t ch\u1ed7 ng\u1ed3i t\u1eeb \u0111i\u1ec3m A \u0111\u1ebfn \u0111i\u1ec3m B) ph\u1ea7n l\u1edbn \u0111\u00e3 \u0111\u01b0\u1ee3c chu\u1ea9n h\u00f3a. So s\u00e1nh gi\u00e1 c\u1ea3 di\u1ec5n ra t\u1ee9c th\u00ec th\u00f4ng qua c\u00e1c \u0111\u1ea1i l\u00fd du l\u1ecbch tr\u1ef1c tuy\u1ebfn.<\/p>\n

                        H\u1ec7 qu\u1ea3 bao g\u1ed3m:<\/p>\n

                          \n
                        • L\u1ee3i nhu\u1eadn m\u1ecfng.<\/li>\n
                        • Chi ph\u00ed ti\u1ebfp th\u1ecb cao \u0111\u1ec3 x\u00e2y d\u1ef1ng l\u00f2ng trung th\u00e0nh.<\/li>\n
                        • Gi\u1ea3m gi\u00e1 th\u01b0\u1eddng xuy\u00ean \u0111\u1ec3 l\u1ea5p \u0111\u1ea7y ch\u1ed7 ng\u1ed3i.<\/li>\n
                        • Ph\u1ee5 thu\u1ed9c v\u00e0o doanh thu ph\u1ee5 (h\u00e0nh l\u00fd, n\u00e2ng c\u1ea5p).<\/li>\n<\/ul>\n

                          C\u00e1c h\u00e3ng h\u00e0ng kh\u00f4ng c\u1ed1 g\u1eafng \u0111\u1ed1i ph\u00f3 b\u1eb1ng c\u00e1c ch\u01b0\u01a1ng tr\u00ecnh kh\u00e1ch h\u00e0ng th\u00e2n thi\u1ebft. Tuy nhi\u00ean, nh\u1eefng ch\u01b0\u01a1ng tr\u00ecnh n\u00e0y th\u01b0\u1eddng kh\u00f4ng th\u1ec3 tri\u1ec7t ti\u00eau ho\u00e0n to\u00e0n s\u1ef1 nh\u1ea1y c\u1ea3m v\u1ec1 gi\u00e1. Quy\u1ec1n l\u1ef1c c\u1ea5u tr\u00fac v\u1eabn thu\u1ed9c v\u1ec1 ng\u01b0\u1eddi mua.<\/p>\n

                          Nghi\u00ean c\u1ee9u tr\u01b0\u1eddng h\u1ee3p: SaaS doanh nghi\u1ec7p \ud83d\udcbe<\/h2>\n

                          Ph\u1ea7n m\u1ec1m theo m\u00f4 h\u00ecnh d\u1ecbch v\u1ee5 (SaaS) mang l\u1ea1i t\u00ecnh hu\u1ed1ng h\u1ed7n h\u1ee3p. Ng\u01b0\u1eddi mua ban \u0111\u1ea7u c\u00f3 s\u1ee9c m\u1ea1nh v\u00ec vi\u1ec7c chuy\u1ec3n \u0111\u1ed5i d\u01b0\u1eddng nh\u01b0 d\u1ec5 d\u00e0ng. Tuy nhi\u00ean, khi d\u1eef li\u1ec7u \u0111\u00e3 \u0111\u01b0\u1ee3c di chuy\u1ec3n v\u00e0 quy tr\u00ecnh l\u00e0m vi\u1ec7c \u0111\u00e3 \u0111\u01b0\u1ee3c x\u00e2y d\u1ef1ng, vi\u1ec7c chuy\u1ec3n \u0111\u1ed5i tr\u1edf n\u00ean kh\u00f3 kh\u0103n.<\/p>\n

                          \u0110i\u1ec1u n\u00e0y t\u1ea1o ra m\u1ed9t chu k\u1ef3 cho s\u1ee9c m\u1ea1nh ng\u01b0\u1eddi mua:<\/p>\n

                            \n
                          • Giai \u0111o\u1ea1n thu h\u00fat:<\/strong> S\u1ee9c m\u1ea1nh ng\u01b0\u1eddi mua cao. H\u1ecd t\u00ecm ki\u1ebfm c\u00e1c \u01b0u \u0111\u00e3i t\u1ed1t nh\u1ea5t.<\/li>\n
                          • Giai \u0111o\u1ea1n tri\u1ec3n khai:<\/strong> Quy\u1ec1n l\u1ef1c b\u1eaft \u0111\u1ea7u thay \u0111\u1ed5i. Chi ph\u00ed tri\u1ec3n khai t\u0103ng l\u00ean.<\/li>\n
                          • Giai \u0111o\u1ea1n s\u1eed d\u1ee5ng:<\/strong> S\u1ee9c m\u1ea1nh nh\u00e0 cung c\u1ea5p t\u0103ng l\u00ean. Chi ph\u00ed chuy\u1ec3n \u0111\u1ed5i cao.<\/li>\n
                          • Giai \u0111o\u1ea1n gia h\u1ea1n:<\/strong> M\u1ed1i quan h\u1ec7 quy\u1ec1n l\u1ef1c \u1ed5n \u0111\u1ecbnh. Ng\u01b0\u1eddi mua c\u00f3 th\u1ec3 \u0111\u00e0m ph\u00e1n d\u1ef1a tr\u00ean gi\u00e1 tr\u1ecb d\u00e0i h\u1ea1n.<\/li>\n<\/ul>\n

                            Hi\u1ec3u r\u00f5 chu k\u1ef3 n\u00e0y gi\u00fap c\u00e1c nh\u00e0 cung c\u1ea5p SaaS qu\u1ea3n l\u00fd hi\u1ec7u qu\u1ea3 chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ecbnh gi\u00e1 v\u00e0 gi\u1eef ch\u00e2n kh\u00e1ch h\u00e0ng.<\/p>\n

                            Nh\u1eefng c\u00e2n nh\u1eafc cu\u1ed1i c\u00f9ng d\u00e0nh cho ng\u01b0\u1eddi ra quy\u1ebft \u0111\u1ecbnh \ud83c\udfaf<\/h2>\n

                            \u0110i\u1ec1u h\u01b0\u1edbng quy\u1ec1n l\u1ef1c c\u1ee7a ng\u01b0\u1eddi mua \u0111\u00f2i h\u1ecfi m\u1ed9t c\u00e1ch ti\u1ebfp c\u1eadn ch\u1ee7 \u0111\u1ed9ng. Vi\u1ec7c ch\u1edd \u0111\u1ee3i nhu c\u1ea7u c\u1ee7a kh\u00e1ch h\u00e0ng quy\u1ebft \u0111\u1ecbnh \u0111i\u1ec1u ki\u1ec7n l\u00e0 m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c ph\u1ea3n \u1ee9ng, th\u01b0\u1eddng d\u1eabn \u0111\u1ebfn vi\u1ec7c thu h\u1eb9p l\u1ee3i nhu\u1eadn. Thay v\u00e0o \u0111\u00f3, c\u00e1c c\u00f4ng ty n\u00ean \u0111\u1ecbnh h\u00ecnh m\u00f4i tr\u01b0\u1eddng.<\/p>\n

                            Nh\u1eefng \u0111i\u1ec3m ch\u00ednh bao g\u1ed3m:<\/p>\n

                              \n
                            • Theo d\u00f5i s\u1ef1 t\u1eadp trung:<\/strong>Theo d\u00f5i c\u00e1c v\u1ee5 s\u00e1p nh\u1eadp gi\u1eefa kh\u00e1ch h\u00e0ng c\u1ee7a b\u1ea1n.<\/li>\n
                            • \u0110\u1ea7u t\u01b0 v\u00e0o l\u00f2ng trung th\u00e0nh:<\/strong>X\u00e2y d\u1ef1ng c\u00e1c m\u1ed1i quan h\u1ec7 v\u01b0\u1ee3t ra ngo\u00e0i nh\u1eefng giao d\u1ecbch \u0111\u01a1n thu\u1ea7n.<\/li>\n
                            • S\u00e1ng t\u1ea1o li\u00ean t\u1ee5c:<\/strong>\u0110i tr\u01b0\u1edbc trong vi\u1ec7c h\u00f3a th\u00e2n th\u00e0nh h\u00e0ng h\u00f3a th\u00f4ng th\u01b0\u1eddng.<\/li>\n
                            • \u0110a d\u1ea1ng h\u00f3a doanh thu:<\/strong>Kh\u00f4ng n\u00ean ph\u1ee5 thu\u1ed9c v\u00e0o m\u1ed9t kh\u00e1ch h\u00e0ng l\u1edbn duy nh\u1ea5t.<\/li>\n
                            • Truy\u1ec1n \u0111\u1ea1t gi\u00e1 tr\u1ecb:<\/strong>\u0110\u1ea3m b\u1ea3o ng\u01b0\u1eddi mua hi\u1ec3u l\u00fd do v\u00ec sao s\u1ea3n ph\u1ea9m c\u1ee7a b\u1ea1n x\u1ee9ng \u0111\u00e1ng v\u1edbi chi ph\u00ed.<\/li>\n<\/ul>\n

                              Nh\u00ecn xa tr\u00f4ng r\u1ed9ng chi\u1ebfn l\u01b0\u1ee3c gi\u00fap doanh nghi\u1ec7p d\u1ef1 \u0111o\u00e1n nh\u1eefng thay \u0111\u1ed5i trong s\u1ee9c m\u1ea1nh ng\u01b0\u1eddi mua. B\u1eb1ng c\u00e1ch hi\u1ec3u r\u00f5 c\u00e1c \u0111\u1ed9ng l\u1ef1c c\u1ed1t l\u00f5i, c\u00e1c t\u1ed5 ch\u1ee9c c\u00f3 th\u1ec3 x\u00e2y d\u1ef1ng kh\u1ea3 n\u0103ng ch\u1ed1ng ch\u1ecbu tr\u01b0\u1edbc \u00e1p l\u1ef1c th\u1ecb tr\u01b0\u1eddng. Ph\u00e2n t\u00edch n\u00e0y kh\u00f4ng ph\u1ea3i l\u00e0 c\u1ed1 \u0111\u1ecbnh. N\u00f3 \u0111\u00f2i h\u1ecfi xem x\u00e9t th\u01b0\u1eddng xuy\u00ean khi \u0111i\u1ec1u ki\u1ec7n th\u1ecb tr\u01b0\u1eddng thay \u0111\u1ed5i.<\/p>\n

                              Cu\u1ed1i c\u00f9ng, m\u1ee5c ti\u00eau l\u00e0 t\u1ea1o ra m\u1ed9t s\u1ef1 c\u00e2n b\u1eb1ng b\u1ec1n v\u1eefng. C\u1ea3 hai c\u1ef1c \u0111oan \u0111\u1ec1u kh\u00f4ng l\u00fd t\u01b0\u1edfng. M\u1ed9t m\u1ee9c \u0111\u1ed9 \u00e1p l\u1ef1c t\u1eeb ng\u01b0\u1eddi mua nh\u1ea5t \u0111\u1ecbnh th\u00fac \u0111\u1ea9y hi\u1ec7u qu\u1ea3 v\u00e0 \u0111\u1ed5i m\u1edbi. \u00c1p l\u1ef1c qu\u00e1 l\u1edbn s\u1ebd ph\u00e1 h\u1ee7y l\u1ee3i nhu\u1eadn. T\u00ecm ra \u0111i\u1ec3m c\u00e2n b\u1eb1ng ch\u00ednh l\u00e0 th\u00e1ch th\u1ee9c c\u1ed1t l\u00f5i c\u1ee7a qu\u1ea3n tr\u1ecb chi\u1ebfn l\u01b0\u1ee3c.<\/p>\n

                              T\u00f3m t\u1eaft c\u00e1c y\u1ebfu t\u1ed1 then ch\u1ed1t \ud83d\udcdd<\/h2>\n\n\n\n\n\n\n\n\n\n
                              Y\u1ebfu t\u1ed1<\/th>\nT\u00e1c \u0111\u1ed9ng \u0111\u1ebfn quy\u1ec1n l\u1ef1c ng\u01b0\u1eddi mua<\/th>\nH\u1ec7 qu\u1ea3 chi\u1ebfn l\u01b0\u1ee3c<\/th>\n<\/tr>\n<\/thead>\n
                              S\u1ed1 l\u01b0\u1ee3ng ng\u01b0\u1eddi mua<\/td>\nNhi\u1ec1u ng\u01b0\u1eddi mua h\u01a1n = Quy\u1ec1n l\u1ef1c th\u1ea5p h\u01a1n<\/td>\nM\u1ee5c ti\u00eau l\u00e0 x\u00e2y d\u1ef1ng m\u1ed9t c\u01a1 s\u1edf kh\u00e1ch h\u00e0ng r\u1ed9ng l\u1edbn.<\/td>\n<\/tr>\n
                              Chi ph\u00ed chuy\u1ec3n \u0111\u1ed5i<\/td>\nChi ph\u00ed cao h\u01a1n = Quy\u1ec1n l\u1ef1c th\u1ea5p h\u01a1n<\/td>\n\u0110\u1ea7u t\u01b0 v\u00e0o t\u00edch h\u1ee3p v\u00e0 \u0111\u00e0o t\u1ea1o.<\/td>\n<\/tr>\n
                              S\u1ef1 kh\u00e1c bi\u1ec7t h\u00f3a s\u1ea3n ph\u1ea9m<\/td>\nS\u1ef1 kh\u00e1c bi\u1ec7t cao h\u01a1n = Quy\u1ec1n l\u1ef1c th\u1ea5p h\u01a1n<\/td>\nT\u1eadp trung v\u00e0o c\u00e1c \u0111\u1ec1 xu\u1ea5t gi\u00e1 tr\u1ecb \u0111\u1ed9c \u0111\u00e1o.<\/td>\n<\/tr>\n
                              \u0110\u1ed9 nh\u1ea1y gi\u00e1<\/td>\n\u0110\u1ed9 nh\u1ea1y cao h\u01a1n = Quy\u1ec1n l\u1ef1c cao h\u01a1n<\/td>\nCh\u1ee9ng minh gi\u00e1 th\u00f4ng qua gi\u00e1 tr\u1ecb.<\/td>\n<\/tr>\n
                              Truy c\u1eadp th\u00f4ng tin<\/td>\nTh\u00f4ng tin nhi\u1ec1u h\u01a1n = Quy\u1ec1n l\u1ef1c l\u1edbn h\u01a1n<\/td>\nKi\u1ec3m so\u00e1t c\u1ed1t truy\u1ec7n v\u00e0 giao ti\u1ebfp.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

                              \u00c1p d\u1ee5ng nh\u1eefng nguy\u00ean t\u1eafc n\u00e0y d\u1eabn \u0111\u1ebfn c\u00e1c m\u00f4 h\u00ecnh kinh doanh v\u1eefng ch\u1eafc h\u01a1n. N\u00f3 \u0111\u1ea3m b\u1ea3o r\u1eb1ng s\u1ef1 t\u0103ng tr\u01b0\u1edfng kh\u00f4ng \u0111\u1ea1t \u0111\u01b0\u1ee3c b\u1eb1ng c\u00e1ch hy sinh l\u1ee3i nhu\u1eadn d\u00e0i h\u1ea1n. B\u1eb1ng c\u00e1ch t\u00f4n tr\u1ecdng c\u00e1c \u0111\u1ed9ng l\u1ef1c c\u1ee7a s\u1ee9c m\u1ea1nh ng\u01b0\u1eddi mua, c\u00e1c c\u00f4ng ty c\u00f3 th\u1ec3 \u0111i\u1ec1u h\u01b0\u1edbng th\u1ecb tr\u01b0\u1eddng ph\u1ee9c t\u1ea1p m\u1ed9t c\u00e1ch t\u1ef1 tin.<\/p>\n

                              Ph\u00e2n t\u00edch s\u1ee9c m\u1ea1nh ng\u01b0\u1eddi mua l\u00e0 m\u1ed9t c\u00f4ng c\u1ee5 n\u1ec1n t\u1ea3ng cho b\u1ea5t k\u1ef3 chi\u1ebfn l\u01b0\u1ee3c gia nghi\u00eam t\u00fac n\u00e0o. N\u00f3 cung c\u1ea5p s\u1ef1 r\u00f5 r\u00e0ng v\u1ec1 n\u01a1i gi\u00e1 tr\u1ecb \u0111\u01b0\u1ee3c t\u1ea1o ra v\u00e0 n\u01a1i gi\u00e1 tr\u1ecb \u0111\u01b0\u1ee3c thu th\u1eadp. V\u1edbi nh\u1eefng hi\u1ec3u bi\u1ebft \u0111\u00fang \u0111\u1eafn, c\u00e1c t\u1ed5 ch\u1ee9c c\u00f3 th\u1ec3 bi\u1ebfn m\u1ed9t \u0111i\u1ec3m y\u1ebfu ti\u1ec1m t\u00e0ng th\u00e0nh m\u1ed9t bi\u1ebfn s\u1ed1 c\u00f3 th\u1ec3 ki\u1ec3m so\u00e1t. C\u00e1ch ti\u1ebfp c\u1eadn n\u00e0y th\u00fac \u0111\u1ea9y s\u1ef1 \u1ed5n \u0111\u1ecbnh v\u00e0 t\u0103ng tr\u01b0\u1edfng trong m\u00f4i tr\u01b0\u1eddng bi\u1ebfn \u0111\u1ed9ng.<\/p>\n","protected":false},"excerpt":{"rendered":"

                              C\u00e1c \u0111\u1ed9ng l\u1ef1c th\u1ecb tr\u01b0\u1eddng hi\u1ebfm khi \u1ed5n \u0111\u1ecbnh. Ch\u00fang thay \u0111\u1ed5i d\u1ef1a tr\u00ean s\u1ef1 c\u00e2n b\u1eb1ng quy\u1ec1n l\u1ef1c gi\u1eefa c\u00e1c b\u00ean tham gia ng\u00e0nh v\u00e0 m\u00f4i tr\u01b0\u1eddng b\u00ean ngo\u00e0i. Trong c\u00e1c khung chi\u1ebfn l\u01b0\u1ee3c, vi\u1ec7c hi\u1ec3u ai \u0111ang n\u1eafm gi\u1eef l\u1ee3i th\u1ebf l\u00e0 \u0111i\u1ec1u thi\u1ebft y\u1ebfu \u0111\u1ec3 \u0111\u1ea3m b\u1ea3o t\u00ednh b\u1ec1n v\u1eefng d\u00e0i h\u1ea1n. […]<\/p>\n","protected":false},"author":1,"featured_media":24524,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_yoast_wpseo_title":"S\u1ee9c m\u1ea1nh th\u01b0\u01a1ng l\u01b0\u1ee3ng c\u1ee7a ng\u01b0\u1eddi mua: H\u01b0\u1edbng d\u1eabn N\u0103m L\u1ef1c \ud83e\uddd0","_yoast_wpseo_metadesc":"T\u00ecm hi\u1ec3u s\u00e2u v\u1ec1 s\u1ee9c m\u1ea1nh th\u01b0\u01a1ng l\u01b0\u1ee3ng c\u1ee7a ng\u01b0\u1eddi mua trong khu\u00f4n kh\u1ed5 N\u0103m L\u1ef1c c\u1ee7a Porter. H\u1ecdc c\u00e1ch \u1ea3nh h\u01b0\u1edfng c\u1ee7a s\u1ee9c m\u1ea1nh kh\u00e1ch h\u00e0ng \u0111\u1ebfn gi\u00e1 c\u1ea3, bi\u00ean l\u1ee3i nhu\u1eadn v\u00e0 chi\u1ebfn l\u01b0\u1ee3c. Ph\u00e2n t\u00edch thi\u1ebft y\u1ebfu.","fifu_image_url":"","fifu_image_alt":"","footnotes":""},"categories":[409],"tags":[414,415],"class_list":["post-24523","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-strategic-analysis","tag-academic","tag-five-forces-analysis"],"yoast_head":"\nS\u1ee9c m\u1ea1nh th\u01b0\u01a1ng l\u01b0\u1ee3ng c\u1ee7a ng\u01b0\u1eddi mua: H\u01b0\u1edbng d\u1eabn N\u0103m L\u1ef1c \ud83e\uddd0<\/title>\n<meta name=\"description\" content=\"T\u00ecm hi\u1ec3u s\u00e2u v\u1ec1 s\u1ee9c m\u1ea1nh th\u01b0\u01a1ng l\u01b0\u1ee3ng c\u1ee7a ng\u01b0\u1eddi mua trong khu\u00f4n kh\u1ed5 N\u0103m L\u1ef1c c\u1ee7a Porter. H\u1ecdc c\u00e1ch \u1ea3nh h\u01b0\u1edfng c\u1ee7a s\u1ee9c m\u1ea1nh kh\u00e1ch h\u00e0ng \u0111\u1ebfn gi\u00e1 c\u1ea3, bi\u00ean l\u1ee3i nhu\u1eadn v\u00e0 chi\u1ebfn l\u01b0\u1ee3c. 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