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K nng Marketing trong Thng mi in t - Cu chuyn thnh cng ti Nht Bn

B QUYT MARKETING trong thng mi in t Cu chuyn thnh cng ca Nht Bn

Chng trnh hp tc gia

K nng Marketing trong Thng mi in t - Cu chuyn thnh cng ti Nht Bn

MC LC
Chng I: Nhng kin thc quan trng trong thng mi in t .......

1. C hi c to ra bi s giao tip c nhn............................................ 2. Nhng nguyn tc c bn ca kinh doanh khng bao gi thay i. 3. Ti sao khch hng khng mua? Chng ta cng xa nhng lo lng ca
khch..........................................................................................................

4. Tin dng, yn tm, vui thch- l do ca khch hng la chn gian hng
ca bn......................................................................................................

5. Khng kh con ngi v ni ting s ko them khch hng n....... 6. Vng lp thnh cng Thu ht khch => tip khch => tha mn => gii
thiu tng khch.........................................................................................

7. u tin quan trng nht l ht khch. Cc phng php tng ng


vo gian hng..............................................................................................

8. Tip khch bng Webpage v email, tng s nh gi ca khch hng... 9. Gim bt nhng gnh nng ca thanh ton v vn chuyn to kch
thch khch hng mua hng........................................................................

10..... Th cm n, th chm sc khch hng chim c cm tnh ca


khch hng..................................................................................................

11. Thc hin nhanh vng lp Gi thuyt => Thc hnh => Kim chng,
pht trin gian hng...................................................................................

K nng Marketing trong Thng mi in t - Cu chuyn thnh cng ti Nht Bn

Chng II: B quyt to mt gian hng hp dn, thu ht khch hng

1. Trang ch, b mt ca gian hng............................................................. 2. Ba nguyn tc c bn tip khch: D hiu, thn thin v d mua
hng..........................................................................................................

3. Gian hng c th nhn thy mt ch gian hng, khch hng.................... 4. Li khen ca khch hng l yu t quan trng nht, d c tin tng
....................................................................................................................

5. Nhng tng thu ht khch, to hng th cho h mua hng................ 6. Ca hng c im nhn s c la chn.............................................. 7. Phn tch tnh hnh ca hng da trn cch nhn ca khch hng............. 8. Khu hiu to cm gic khc bit, to n tng cho khch hng. . .
Chng III: B quyt to mt trang sn phm hp dn......................

1. Khng phi to ni bn hng m to ni lm khch hng mun mua hng 2. Cc yu t trang web sn phm to n tng cho khch hng......... 3. Trang sn phm ng vai tr mt cng vo ca gian hng..................... 4. Thng tin gii thch mang tnh ch quan, khch quan khch hng hiu. 5. Li ni ca ch hng to cm gic thn thin nh c gp................ 6. Hnh nh s dng s to ra cm gic mong mun

K nng Marketing trong Thng mi in t - Cu chuyn thnh cng ti Nht Bn

7. M rng i tng s dng bng cch a ra nhiu hng. 8. Quyt nh mt sn phm mun bn nht sau tp trung gii thiu
nhn mnh vo sn phm . .

9. Tm im nhn.. 10.
.. S dng ba yu t kch thch, l do, gii hn lm tng thm

hp dn ca sn phm..

11.

Thm l do s lm tng kch

thch... Chng IV: Rt ngn khong cch vi khch hng. B quyt thnh cng ca vic gi email..............................................................................................

1. Ngi hiu bit chia s 20% thi gian vo web, 80% vo website. 2. R, nhanh, chu o Kinh doanh gian hng thng qua cc cng c giao
tip....

3. Gi th rc m khng c php ca ngi nhn s b ght... 4. S dng thng tin ca khch hng theo nhiu cch khc nhau 5. Cch thu ht khch hng tim nng.. 6. Kt thn vi nhng ngi tng mua hng ca bn.. 7. Bin nhng khch hng thng xuyn thnh khch hng trung thnh.

K nng Marketing trong Thng mi in t - Cu chuyn thnh cng ti Nht Bn

8. Lm cho khch hng bit v s tn ti, nhng im mnh ca gian hng


bng cch tip cn thng xuyn..

9. Email tip khch s th hin tnh cch ca ngi qun l gian hng 10.
Yu t d hiu ca

email...

11.

a ra tnh cch ca ngi ch gian hng to cm gic thn thin

vi khch hng.

12.

To thm hng v bng ba yu t kch thch, l do, gii

hn..

13.

Truyn t cm xc, suy ngh ca ngi ch ca hng n ngi

c email... Chng V: Bin vic mua hng trn mng thnh mt nim vui cho khch hng. u gi, mua s lng ln...

1. To khng kh si ni bng hnh thc bn hng theo m hnh gii tr.. 2. S dng hiu qu ca gii hn, to ra cm gic cao cp...
3. Khng kt thc vic mua bn bng vic bn hng gi r..

4. T chc u gi 1VN tng dn thu thp danh b thng tin khch


hng

5. T chc bn s thu thp li bnh ca khch hng v sn phm. 6. Khng c qun thng bo, chm sc cc khch hng tim nng...

K nng Marketing trong Thng mi in t - Cu chuyn thnh cng ti Nht Bn

7. iu tra marketing bng u gi trc... 8. Xy dng mt k hoch kt ni vi doanh s 9. Email thng bo kt qu l c hi qung b tuyt vi...
Chng VI: Quan tm lm cho khch hng cm ng...

1. Dch v trn c mong i s rung ng khch hng.. 2. Thng qua tr li blog, din n, ngi ch gian hng c th quyt nh
c sn phm

3. S hp dn ca gian hng l s nhn i s thng tin trao i.. 4. Cc bc t chc cc chng trnh vui chi c thng tng
lngkhch vo mua hng.

5. To khng kh nhn nhp trong gian hng ca bn bng cch li ko


khch hng ni iu mun ni

K nng Marketing trong Thng mi in t - Cu chuyn thnh cng ti Nht Bn

S lc v www.vatgia.com

c thnh lp vo gia nm 2007, vatgia.com c nhng bc pht trin vt bc trong nm 2008 nhanh chng tr thnh mt trong cc sn thng mi in t B2C hng u Vit Nam. V s lng thnh vin, hin ti Vatgia.com c 300.000 thnh vin chnh thc v khong 5000 gian hng (trong c trn 500 gian hng m bo). Cng vi s gia tng v s lng thnh vin, lng gian hng mi v sn phm mi c a ln website cng tng theo vi 30 gian hng mi v 600 sn phm mi c a ln mi ngy.

K nng Marketing trong Thng mi in t - Cu chuyn thnh cng ti Nht Bn

V s lt truy cp, trong nm 2008, s lt truy cp hng ngy vo website vatgia.com l 250.000 lt. Thng k hng thng cho thy so vi nm 2007, nm 2008, s lt truy cp hng thng tng trung bnh t 15% n 20%. T l thun vi s lt truy cp, s lng giao dch trn website cng tng hn vi 15% lt truy cp l c thc hin giao dch v 85% trong s l giao dch thnh cng (s liu ca b Cng Thng trong Bo co Thng mi in t nm 2008) V tng trng doanh thu, nm 2008 doanh thu ca vatgia.com tng 200% so vi nm 2007; V th hng website, vatgia.com ng th 17 trong top 100 website hng u Vit Nam theo xp hng ca Alexa1 v dn u trong cc website thng mi in t Vit Nam.

Alexa l mt site thng k rt ph bin v c s dng bi nhiu doanh nghip cng nh ngi s dng web thng thng. Thng qua vic thng k hot ng ca ngi dng web, Alexa c th a ra danh sch xp hng nhng website theo mc ph bin v c nhiu ngi truy cp. Ch s th hng Alexa c kt hp t 2 yu t l s trang web ngi dng xem (Page views) v s ngi truy cp (Reach). Cc s liu Page Views v Reach s c thng k theo ngy v tnh gi tr trong thi gian 3 thng gn nht, t tnh ra ch s Alexa, cc ch s ny c cp nht t ng phn nh xu hng thay i theo chu k 3 ngy 1 ln.

K nng Marketing trong Thng mi in t - Cu chuyn thnh cng ti Nht Bn

Website Vatgia.com 5giay.vn Enbac.com Rongbay.com Muare.vn 123mua.com.vn Chodientu.vn Muaban.net

Th hng Alexa ti Vit Nam 17 24 35 46 51 53 63 77

M hnh B2C, C2C B2C v C2C C2C C2C B2C, C2C B2C, C2C B2C, C2C C2C

K nng Marketing trong Thng mi in t - Cu chuyn thnh cng ti Nht Bn

Chng I: Nhng kin thc quan trng trong thng mi in t


Ngy nay, thng mi in t khng cn l mt khi nim xa l i vi ngi Vit Nam. Theo bng xp hng ca Miniwatts Marketing Group, Vit Nam ng th 17 v s lng ngi s dng Internet (khong 22 triu ngi) v l quc gia c tc tng trng s ngi dng Internet nhanh s 1 th gii (giai on 2000 - 2008). Vi khong 20 triu ngi s dng Internet, c th ni th trng thng mi in t Vit Nam l mt th trng y tim nng cho cc doanh nghip th sc. Theo thng k nm 2008 c 45,3% doanh nghip c website v 4,1% doanh nghip s xy dng website.Trn Internet, quy m khng thng c tc , doanh nghip ln v nh u c c hi nh nhau. 1. Internet M ra mt th trng rng ln Tuy nhin, khng phi c to mt website, m mt gian hng bn hng trn internet l chng ta c th thu c li nhun ngay. Cng nh mt ca hng, nu bn khng n lc qung co, mi ngi s khng bit n bn. Mt website d c p m khng gii thiu rng ri th cng ging nh trang hong mt ca hng trong ng ct. Mc d s lng khch hng n vi cc c s kinh doanh truyn thng vn chim s ng nhng lng ngi s dng Internet nh mt knh thng tin quan trng nht ngy cng tng vi mc chng mt. c bit, h s dng cc cng c tm kim nh cnh cng ca tri thc v cc trang tm kim hin nay tr thnh ni c nhng ngi s dng Internet truy cp nhiu nht. Bi vy, nu mun website cng nh sn phm ca mnh c nhiu ngi bit n, bn khng th ng ngoi sn chi l tng ny. V www.vatgia.com s lm nhim v mang gian hng, sn phm cng nh website ca bn n vi cnh cng thnh cng. 2. c tnh ca kinh doanh trn Internet Bn c th gii thiu nhng sn phm g trn vatgia.com? y l cu hi m c l bt c ai khi c nh m gian hng trn vatgia.com s thc mc.

K nng Marketing trong Thng mi in t - Cu chuyn thnh cng ti Nht Bn

Cu tr li s l, tt c cc mt hng u c th bn c trn internet ni chung v vatgia.com ni ring. Khng ch ring g nhng mt hng nh my tnh, sch, dch v, m c nhng n ung c th mua siu thu c th bn c. Tuy nhin c nhiu ca hng bn cng mt loi sn phm ging nhau, cng mt gi ging nhau, nhng c ni bn rt chy, c ni li chng bn c g. Nn vn t ra y l khng phi l bn ci g, m l bn nh th no ? Nhng ca hng bn c hng u c nhng nguyn nhn ring, v nhng nguyn nhn th khng lin quan g n vic bn mt hng no, m ch yu tp trung vo cch bn hng. Nhng khch hng s dng Internet mua hng u l nhng ngi bnh thng, bng da bng tht v h c nhng suy ngh rt bnh thng. Tuy chng ta giao tip vi khch hng qua mt mi trng o nhng vic lm sao c th n tip khch hng tt cng vn l mt cha kha quan trng bn hng. Thc t c nhiu ca hng lm n rt pht t, nhng nhng ngi ch cng pht trin rt thun ty, khng c g l c bit hay khc thng c. bn c hng th trc ht bn cn c mt nhn thc ng v gian hng trn internet v c tnh ca internet c th pht huy ti a im mnh ca th trng ny: Khng c gii hn v khng gian v thi gian. Tnh song phng, tnh khng ng thi Lng thng tin ln, vic tra cu thng tin rt tin dng Khng c gii hn v khng gian v thi gian.

K nng Marketing trong Thng mi in t - Cu chuyn thnh cng ti Nht Bn

Mt ca hng H Ni c th d dng giao dch vi mt khch hng H Ch Minh. Vic chuyn tin v hng c th thc hin t xa m hai bn khng cn bit mt nhau. Vic giao dch tr nn d dng v khng b gii hn. C hi c m rng nhng sc cnh tranh cng ngy cng ln v tt c cc cng ty u c th tham gia chy ua v gi c v cht lng dch v. Do vy nhng cng ty c th mnh mt khu vc khi ln internet cha chc l mnh nht. Bn phi nm r u l im mnh m bn c t tin thng c trong vic cnh tranh. Tnh song phng, tnh khng ng thi y l c tnh quan trng h tr thc y vic giao tip vi khch hng. Tnh song phng : y l mt c tnh rt khc bit ca Internet. Khng ch bn m khch hng cng c th l ngi cung cp thng tin. Ngi tiu dng c kh nng phn hi thng tin, tuyn truyn thng tin v sn phm, dch v ca bn. Do vy vic giao dch vi khch hng nh th no ? Bn hng cho h th no ? Lm sao s dng thng tin t khch hng ? Tt c nhng iu ny s nh hng trc tip ti s thnh bi ca gian hng trn Internet. Tnh khng ng thi th hin trong giao dch : khng ging nh khch hng trc tip n ca hng ca bn hay gi qua in thoi, bn khng cn phi tr li ngay. Bn c th tr li n hng, thc mc ca khch hng sau 1 ting, 2 ting thm ch l sau 1 ngy hoc hn na. Tt nhin cu tr li ca bn cng nhanh th cng lm cho khch hng thy mnh c chm sc chu o. Lng thng tin ln, vic tra cu thng tin rt tin dng Khng ging nh TV v radio, Internet l ni m khch hng s t la chn qung co h mun xem, nu h khng click vo, th sn phm ca chng ta s khng c bit n. V vy nu bn ch a mi nh sn phm ln Internet

K nng Marketing trong Thng mi in t - Cu chuyn thnh cng ti Nht Bn

v suy ngh rng c m ra mt gian hng l qung co trn Internet, m khng tc ng g, th s kh c th bn c hng bi lng thng tin trn internet lun gia tng khng ngng. Bn phi coi internet l mt cng c gip chng ta cung cp thng tin cho khch hng nhiu ni khc nhau vi chi ph thp, chnh l cch nhanh nht tip cn khch hng. Vic hiu c bn cht ca internet l iu kin cn gip cc nh kinh doanh thnh cng trn internet. Chng ta s cng phn tch k hn vic s dng cc c tnh, ngun ti nguyn v hn ny phc v vo vic kinh doanh trn internet. 3. Ti sao khch hng khng mua ? Chng ta hy cng xa b nhng lo lng ca khch hng. Chng ta ang tham gia vo bn hng trn internet, th gii m ngi tiu dng lm ch, nn chng ta cn t mnh vo a v ca khch hng v suy ngh ging h. Ti sao khch hng li cm thy thch th vic mua hng trn mng ? V ti sao khch hng li khng thch mua hng trn mng ? u tin ti s cp ti vn l do khch hng khng mua hng trn internet. - Khch hng s b mt thng tin ( nh th tn dng ) - Khch hng mun trc tip xem hng - Gian hng o nn khch hng bn tn bn nghi ( Khng bit lc no bin mt, khng bit ngi bn c tin c khng ? Khng bit mua ri hng c n khng ? Hng ti nhng khng bit c ng nh mnh mong mun khng ? )

K nng Marketing trong Thng mi in t - Cu chuyn thnh cng ti Nht Bn

- Qu trnh t hng c v phc tp - Gi c th b t ( do tnh c ph vn chuyn v chuyn tin) Khch hng s cm thy bt tin v bt an nn s khng mua hng trn internet. Nu chng ta c th xa b c bc tng ny, th kh nng mua hng ca khch s tng cao hn. Nhng cch c th gii quyt vn ny c th c suy ngh nh sau: 3.1. Khch hng s b mt thng tin ( nh th tn dng ) Th hin r trong chnh sch bo v thng tin c nhn. Thng tin ca qu khch hng s c qun l nghim, khng b tit l ra bn ngoi di bt k hnh thc no. Khi mua hng ti cc gian hng trn vatgia.com, s th tn dng ca khch hng s truyn i v c bo h bi h thng SSL, nn khch hng c th yn tm mua sm. 3.2. Khch hng mun trc tip xem hng (Xem trong phn cung cp thng tin hng ha) 3.3. Gian hng o nn khch hng bn tn bn nghi (Khng bit lc no bin mt, khng bit ngi bn c tin c khng? Khng bit mua ri hng c n khng? Hng ti nhng khng bit c ng nh mnh mong mun khng ? ) Th hin s thn thin, c khng kh ca con ngi trong gian hng. Khng kh ca con ngi c ngha l lm cho khch hng cm thy khng kh mua bn, cm thy c khch hng khc cng ang vo mua. Nh khch hng s cm thy yn tm hn, tin tng hn.

K nng Marketing trong Thng mi in t - Cu chuyn thnh cng ti Nht Bn

Khng kh con ngi ca ca hng C th a nh ca nhng nhn vin, ch gian hng khch hng cm thy thn thin. Nht k bn hng ca ca hng, v c update hng ngy. Khng kh con ngi ca khch hng a nhng li bnh, nhng thng tin ca khch hng khc mua hng a ra nhng mt hang c xem nhiu nht, bn chy nht. 3.4. Qu trnh t hng c v phc tp Gn mt link gii thch v cc bc mua hng trn vatgia.com trong gian hng Ghi r quy trnh t t hng cho n khi gi hng cho khch. 3.5. Gi c th b t ( do tnh c ph vn chuyn v chuyn tin) Phi a ra c cc li ch lm cho ngi mua sn sng tr tin ( Sc mnh hng ha, thng tin, mi quan h vi ch gian hng ) 4. "Tin dng, yn tm, vui thch" l do khch hng la chn gian hng ca bn. L do: - Tin dng: + Khng c gii hn v khng gian v thi gian ( c th mua hng 24/24, c th mua c nhng hng ha m h khng th mua c nhng ni gn h) +D tm kim + D so snh

K nng Marketing trong Thng mi in t - Cu chuyn thnh cng ti Nht Bn

+ Khng cn ni chuyn, khng cn gp m vn mua c hng - An tm: + Do ca hng c th tin tng c + C khng kh con ngi + Thanh ton, vn chuyn, tr hng c quy nh r rng v thc hin nghim tc + Dch v sau khi bn hng phi tht tt. - Vui thch: + To ra cc event, bn hng gi r theo gi, u gi, mua nhiu gim gi, quay x s. + Trao i vi khch hng, t vn qua email, + Bn nhng mt hng him...

K nng Marketing trong Thng mi in t - Cu chuyn thnh cng ti Nht Bn

Tin dng, an tm, vui thch. Ba yu t ny l 3 t kha quan trng trong vic kinh doanh hng ha trn internet. Nu so snh v mc quan trng th c th ni vic "vui thch" l quan trng nht sau n " Yn tm", " tin dng" C mt cu truyn nh sau: C mt mt hng ang bn rt chy, v c mt cng ty ang s hu rt nhiu mt hng . Ch ca hng ly nh ca mt hng v lm mt cu qung co: chng ti ang bn mt hng thnh hnh trn th trng, v trong mt thi gian ngn mt hng c t qua mng ht ngay. Khi bit khch hng thch mt mt hng no , th phi to cho ngi ta cm gic c th mua mt hng m ngi ta khng tm u c ch ca mnh, to ra cm gic tin li cho khch hng. Trong trng hp ny s yu thch hng ha s mnh hn cm gic bt an, khng bit hng ha mnh mua c ti khng ? H sn sng mua hng v chp nhn mt ri ro nht nh. Nu suy ngh ngc li, nu mong mun khng mnh n nh vy, th ngi ta s xem n tnh tin dng, v yn tm ( la chn t nhiu ca hng khc nhau, hoc ca hng c th tin tng c). V khch hng c th mua hng 24/24, khng phi i n ca hng, xp hng ch i g c, h c th tm kim, so snh rt n gin. tin dng phm vi ny vn cha l yu t quyt nh cho s khc bit gia cc gian hng trn net. Yu t " yn tm" cng rt quan trng, vic loi b c s bt an khi mua hng trn net, th cn phi PR to cm gic an ton hn na cho ngi s dng. V d tr li mail nhanh, lch s, t m cho khch cng rt quan trng. Ngoi ra logo ca cc cng ty bo mt chng nhn website c th thanh ton th tn dng an ton cng rt cn thit. V d: c mt cng ty h lm lun mt bng thng bo: lin lc vo ca hng cho khch hng no khng th lin lc c do nhm, hay ngi gi email, c

K nng Marketing trong Thng mi in t - Cu chuyn thnh cng ti Nht Bn

th vo phn nn, gp , hay lin lc vi h. Chnh s tin dng, thnh ca gian hng lm cho khch hng cm thy an tm, thn thin hn. 5. Khng kh con ngi, v ni ting s ko thm khch hng n. Nhng ca hng c c s tin dng, to cm gic yn tm chim hn 1/2 nhng ca hng trn vatgia.com. Tuy nhin, nhng ca hng bn c hng hn nhng ni khc th h lun to c cm gic vui thch cho khch hng. Nhng ca hng lun to nhng chng trnh hay, dch v hp dn thng c ng khch, v khng kh nhn nhp, hp dn li tip tc li cun cc khch hng khc n. Khng kh nhn nhp l miu t c nhiu ngi n, phi c g hp dn, v trong khng kh ngi ta thng d mua hng hn. Hnh thc mua hng ng thi l mt hnh thc in hnh khi c nhiu ngi vo mua cng mt lc. Cng nhiu ngi mua th cng r. " li gim tip ri", " hin ti ang c 1000 ngi ang t mt hng ny", c th s to ra hiu ng, r nhau cng mua, ku gi nhng ngi mua mi vo cng. Nhng ca hng hp dn s c nhiu ngi mua, nhng ngi li li ko ngi mua khc, xu hng ny trn internet thng r rt hn so vi bn ngoi. Khi ng trc hng lot cc mt hng ging nhau th ngi ta s chn ni no c cm gic vui thch hn, thm ch c trng hp gi cao hn mt cht nhng ngi ta vn la chn ni no vui hn. Do vy vic to ra th mnh trong bn hng, s khc bit, l to ra cm gic thoi mi, vui thch cho ngi mua hng. Bn phi t mnh mua hng cm nhn v rt ra kinh nghim cm nhn c khch hng cn iu g, thy ci g kh chu, bt tin th tt nht bn hy tr thnh khch hng, v mua hng, ri cm nhn ging h. Sau

K nng Marketing trong Thng mi in t - Cu chuyn thnh cng ti Nht Bn

khi bit c dch v no l tt, cm gic no l thch th s c th to c mt gian hng c nhiu ngi a thch. 6. Vng lp thnh cng " Thu ht khch => tip khch => tha mn => gii thiu tng khch Ti vit m gian hng trn internet, cng ging nh m ca hng bn ngoi. V nhng iu g nn lm bn ngoi th bn cng nn p dng vo internet. Bnh thng, khi bn m ca hng, u tin bn s phi pht t ri, ht khch, khi khch hng n th bn cn tip khch chu o, nhit tnh, v s c nhiu ngi quan tm n ca hng ca bn, sau s c nhiu ngi ni tt v gian hng ca bn v s c thm nhng ngi khc n mua hng. 6.1. Thu ht khch hng, trng by hng ha tt, tng nhiu ca vo. Bc u tin l ht khch. Ht khch l thu ht nhiu ngi quan tm, v c kh nng s mua hng ca ca hng. Khi mi m ca hng, th bn phi lm th no cho cng nhiu ngi bit n ca hng bn cng tt. Bn phi s dng nhiu bin php, tng hp dn ca ca hng, tng ng vo ca hng cng nhiu cng tt. Hnh ng ny s tt hn l bn to ra mt website p ri ch i, v website khng th no chy i ht khch vo cho bn c, do vy bn cn phi hnh ng. 6.2. Thu thp thng tin khch hng trn internet, ngi xem h vo xem ri b i, th ca hng s mt i c hi khng tip cn h li c na. Nn khi h vo th nh ghi li thng tin ca h nh email, a ch, in thoi l rt quan trng. Do vy, bn nn chun b mt iu g hp dn khch hng t nguyn cung cp thng tin cho bn.

K nng Marketing trong Thng mi in t - Cu chuyn thnh cng ti Nht Bn

6.3.Tip khch chu o, website v email Trn internet, hnh ng tip khch c thc hin trn website v email. lp i im yu l ngi ta khng nhn thy hng ha trn internet, th bn cn cung cp thng tin tht y cho khch hng, cung cp cho h nhng thng tin khin h phi thm mun sn phm ca bn. 6.4. Pht trin, ht khch quay li, gii thiu cho ngi khc. y l thnh qu ca 3 bc trn, v s to ra mt vng lp hiu qu, gip website c th pht trin. 7. u tin quan trng nht l ht khch. C 11 phng php tng ng vo gian hng. Vic kinh doanh gian hng trn internet, l mt loi hnh kinh doanh vi i tng l con ngi, ging nh m mt ca hng bn ngoi, nn phng php tip cn s ging nhau. Vng lp pht trin khch hng l cch suy ngh ca ngi bn hng, nn hiu c khch hng th phi chuyn lp trng ca mnh vo a v ca khch hng. Quy trnh mua hng ca khch hng l: Nhn thc => nh gi => quyt nh mua => Sau khi mua, v i vi gian hng phi lm nhng hnh ng g p ng ng tm l ca khch hng. u tin khch hng mua th phi cho h bit v s tn ti ca sn phm. 7.1. ng k thng vo my tm kim, v i sch ng k hng ha ca bn vo my tm kim ngoi vatgia.com, to ra mt website c cu trc ti u vi my tm kim.

K nng Marketing trong Thng mi in t - Cu chuyn thnh cng ti Nht Bn

Trong mc ca sn phm phi ghi r tn sn phm bng nhiu cch khc nhau, cho my tm kim ca vatgia.com d nhn ra sn phm ca bn. 7.2. To ra cc chng trnh tng qu, hay ng k vo cc website trng thng cho khch C nhiu ngi ngh ch cn to ra cc chng trnh tng qu th khch s n, nhng l suy ngh khng chnh xc. Khch hng khng phi t tm n cc thng tin tng qu khuyn mi, nn sau khi to ra cc chng trnh nh vy bn cn vo cc site tp hp thng tin tng qu qung co chng trnh ca bn 7.3. Tham gia vo u gi, tham gia vo chng trnh mua nhiu gim gi Mi mt chng trnh u em li nhng khch hng khc nhau, nn bn cn tham gia vo tt c cc chng trnh 7.4. Qung co Qung co tng s ch n gian hng ca bn, tuy nhin lng ch tng khng c ngha l n hng ca bn s tng. Do vy bn nn dng qung co ly thng tin ca khch hng sau dng email tip cn dn dn sau mi hy vng bn c hng. 7.5. Dng email Bn cng c nhiu thng tin khch hng th phng php ny s pht huy hiu qu cao 7.6. Thu ht comment 7.7 Tham gia vo chng trnh afiliate

K nng Marketing trong Thng mi in t - Cu chuyn thnh cng ti Nht Bn

Afiliate l chng trnh m ngi s dng gn link sn phm vo email, website ca h qung co hng ha cho gian hng, khi hng ha c bn do s gii thiu ca h th h s c hoa hng. 7.8. Tham gia vo web mobile 7.9. Tng lng hng ha, a dng ha mt hng 7.10. Qung co thng qua offline. 7.11. ng k vo cc danh mc hng ha, trang vng offline

K nng Marketing trong Thng mi in t - Cu chuyn thnh cng ti Nht Bn

8. Tip khch bng Webpage v email, tng s nh gi ca khch hng Khi khch hng nhn bit ca hng v sn phm, th h s nh gi. nhn c s nh gi tt, th vic tip khch, chm sc khch hng rt quan trng. Nhng im khch hng nh gi cao l : Ca hng c tin tng c khng ? Sn phm c xng ng c mua khng ? C nn mua by gi khng ? Do vy c khch hng nh gi tt bn nn cung cp tht y thng tin, v n lc giao tip, trao i vi khch hng s rt quan trng. tng cng s trao i thng tin, th email l phng tin rt hiu qu. ng nhin c c thng tin nh email v tn ca khch hng bn cn cc chng trnh, tin ch khch hng cung cp thng tin cho chng ta. trn vatgia.com s c nhng chng trnh nh mua hng vi s lng nhiu, tng qu, u gi, xin cung cp thng tin, ng k nhn thng tin email. V d, bn t chc chng trnh tng qu, khi khch hng ng k bn cn gi h email cm n ng k chng trnh v gi thng tin v chng trnh cho h. Khi to c quan h vi khch hng, h s nh gi cao chng ta, v tin ti mua hng. 9. Gim bt nhng gnh nng ca thanh ton v vn chuyn to kch thch khch hng mua hng. Khi khch hng nh gi cao mt hng, th h s quan tm n cc iu kin thanh ton, vn chuyn, chi ph, iu kin tr li hng v thi gian giao hng. i khi v nhng iu ny khch hng h s khng mua sn phm na do vy bn cn cn nhc k a ra cc iu kin u i, tin dng cho khch hng, tng ti a t l quyt nh mua hng ca khch.

K nng Marketing trong Thng mi in t - Cu chuyn thnh cng ti Nht Bn

V phng thc thanh ton, gn y t l thanh ton bng th tn dng ngy cng tng, do h khng mt ph thanh ton, khng mt thi gian ch i. C nhng khch nu h bit khng thanh ton c bng th tn dng, h c th t b nh mua hng. Nn nhn t pha ca hng, ti khuyn bn nn chun b sn phng thc thanh ton ny trong gian hng ca bn. V chi ph vn chuyn, khi bn a ra iu kin khi mua t 500.000 tin hng tr ln bn s c min ph vn chuyn, th nhiu khch hng h s tm cch mua s hng qua mc 500.000 VN h c min ph vn chuyn. V i khi t c mc 500.000 h c th r thm bn b cng mua, ku gi ngi khc mua cng. V im d dng mua hng, th bn cn phi th hin r cc bc mua hng mt cch t m d hiu nht. . vatgia.com cc bc mua hng c thng nht, nn khch hng ch cn mua hng mt ln t mt ca hng, th h s cm thy tin dng v khng thy phin toi khi mua hng nhng ln tip theo nhng ca hng khc. 10. Th cm n, v th chm sc khch hng chim c cm tnh ca khch hng. Cui cng khi h quyt nh mua hng ca bn, bn cn phi c nhng cch chm sc h sau khi mua hng. u tin, tip cn khch hng mua hng ca mnh bn cn gi mail cm n h. vatgia.com khi bn vo bng qun l n hng, s c nt gi mail cm n khch hng, v c hn 30 mu th cm n, bn c th to mt th cm n cho khch hng rt n gin ch mt khong 30 giy.

K nng Marketing trong Thng mi in t - Cu chuyn thnh cng ti Nht Bn

Khi khch hng t hng, khong 5,10 pht sau bn gi th n h, h s cm thy h c quan tm, gian hng ca bn lun c ngi chm sc, v thy an tm khi mua hng t gian hng ca bn. c bit l nhng ngi ln u tin mua hng h s lo lng khng bit mua hng t y c vn g khng ? V h lng l, cn nhc sau mi quyt nh mua hng. Khi h vt qua cm gic quyt nh mua hng ca bn, th vic x l thng tin nhanh, v hi p sm cho h s lm h loi b lo lng, tin tng ca hng ca bn. V ngc li h s mt nim tin, v i khi t b n hng. Trong bng qun l cc n hng bn s nhn bit c khch hng no mua hng ca bn ln th hai, v khi gi mail bn nn ghi rng "chng ti lun cm n v s ng h ca qu khch" th hin s bit n v vic mua hng nhiu ln t khch hng, nu bn lm c iu ny khch hng h s cm nhn c s chu o v tin tng bn hn. Sau th cm n mua hng, bn s cn gi th xc nhn nhn c tin, th thng bo hng c gi. Th thng bo hng c gi i c tc dng phng trnh vic khch hng nghi ng khi c vn pht sinh trong qu trnh giao dch. C nhiu khch hng h phn nn v vic chuyn hng nh " hng khng ti " " hng khng n ng gi h yu cu ". Do vy khi bn gi mail thng bo cho khch hng ri th h d thng cm cho chng ta hn khi c vn pht sinh. Th cm n vit bng tay. Khi khch hng m hng, y l c hi bn c th tng tin tng v n tng ca khch hng i vi gian hng ca bn. Khi m hng ra, nu trong hp hng c mt bc th cm n khch, th cm gic ca h s hon ton khc. Khi hng ha l thc n, th bn nn gi mt t giy hng dn cch nu n v mt hng , nu mt hng l da th bn nn gi km mt t hng dn bo qun da. V i khi vit th cm n bng tay.

K nng Marketing trong Thng mi in t - Cu chuyn thnh cng ti Nht Bn

Hng nm chng ti c t chc chng trnh " gian hng trong nm", mi khch hng u c th tham gia bnh chn cho cc gian hng, khong hn 80% khch hng tr li l h cm thy c tn trng khi c bc th tay ca ca hng. H ban u ch c cm gic t hng o, khi mua hng h nhn hng, nhn c bc th quan tm ca ngi ch gian hng, h cm thy s tn ti tht ca gian hng, v thy c quan tm, v c thin cm vi gian hng. Bn khng cn phi vit di, bn ch cn vit i ba li nhng iu th hin s quan tm chn thnh n khch hng, v bn s c h p li bng nhng ln mua hng tip theo. Tng nhn thc, s tin tng bng email chm sc khch hng Khi hng ti ni, khch hng dng c mt thi gian bn c th gi mt email hi xem khch hng c tha mn vi mt hng h mua khng ? iu ny s lm khch hng khng qun s tn ti gian hng ca bn, tin tng hn v gian hng. Nu bn thm mt phiu iu tra, th bn c th s c nhng kin rt qu gi ca khch hng cung cp cho bn. Do vy to c mt gian hng uy tn, vic s dng email tht s rt quan trng. Trn vatgia.com c h thng gi mail chm sc khch hng, gi ng lot n nhng khch hng ca bn. Tm li, nhng vic gian hng trc tuyn cn lm p ng qu trnh mua hng " Nhn thc => nh gi => Quyt nh mua => H tr sau khi mua" ca khch hng cn phi thc hin y v lin tc. Ch cn khng p ng c mt trongb nhng quy trnh trn th vic bn hng s tr nn kh khn. Nhng gian hng lm n pht t l nhng gian hng thc hin nhng nguyn tc rt c bn mt "mc cao", p ng hon ho cc nhu cu ca khch hng.

K nng Marketing trong Thng mi in t - Cu chuyn thnh cng ti Nht Bn

11. Thc hin nhanh vng lp " Gi thuyt => Thc hnh => Kim chng ", pht trin gian hng. Chc bn bit internet l mt th gii bin i rt nhanh. a hot ng ca gian hng vo qu o v pht trin kp vi s bin i nhanh nh vy, ngi ch gian hng phi xy dng v thc hin vng lp nh th no ? Do vy, vic thc hin vng lp " Gi thuyt => Thc hnh => Kim chng " vi tc cao, lin tc ci thin, lin tc pht trin l khng th thiu. Xy dng mt gi thuyt, thc hnh, pht hin v x l cc vn , v tip tc thc hin. K c quy trnh c thc hin tt, nhng vn lun cn phi suy ngh lm th no tt hn. Gian hng no lm c th ny th s lin tc pht trin. u tin, lun phi ngh lm sao c th phn tch hin trng, lin tc ci thin, lin tc tin v pha trc. V d, lp ra mt gi thuyt " chm sc khch hng ng k vo chng trnh thng qu, bng email, tip cn mi cho h mua hng ". Sau thc thi, kim chng kt qu. Nu khch hng ng k vo chng trnh khng mua hng th phi phn tch nguyn nhn. Chng trnh thu ht khch hng c thch hp khng ? Vic chm sc qua email c hiu qu hay khng ? Tip tc a ra mt gi thuyt " nu a nhng mt hng thng cho khch hng vo trong ca hng, th khch hng s mua hng ca mnh " v thc hin. Nu thy nhng khch hng mua hng ca mnh, th tng gp i lng khch hng v c p dng hnh thc th lng hng ha bn ra s tng gp i. Nu bn c thng tin ca mt vn khch hng, th bn s tnh cch lm sao tng gp i lng thng tin khch hng ln ? V thc hin ngay cch lm cn

K nng Marketing trong Thng mi in t - Cu chuyn thnh cng ti Nht Bn

thit. Sau khi tng gp i lng khch hng, ri kim chng lng xem lng hng ha c tng hai ln khng ? Nu khng tng bn khng nn ngh gi thuyt ca mnh l khng kh thi, m nn suy ngh nn lm th no ? C th bn lp i lp li vng lp ny, th gian hng ca bn chc chn s pht trin c. Th hai, to ra cc mc tiu bng con s, d hiu Vic xy dng cc mc tiu bng con s c th rt quan trng. Nhng c nhiu ngi s khng bit con a con s nh th no l hp l v h mi tham gia vo th gii internet, nn khng th a ra c. Nn ti xin a mt s con s v d bn tham kho. - 1 ngy c 1000 lt vo xem ( page view) Page view l s lng trang trn website c xem. 1 ngi khch xem 5 trang th PV c tnh l 5. Nn bn a ra mc tiu 1000 PV/ngy, v tm cch thc hin mc tiu. Mc tiu ny nu khng c k hoch thc hin th s kh lng t c. T l gia PV v doanh s s l t l thun, nu mt ngy bn c 1000 PV, th doanh s mt thng s c th t 10 triu. Nu l 10.000 PV th doanh s c th l 100 triu. y l t l mang tnh tng i, c th s thay i. - M gian hng 1 thng c 1000 khch hng, 6 thng l 10000 ngi. V c s d liu ca khch hng, khi m mt thng bn t ra mc tiu c 1000 ngi, 6 thng sau c 10.000 ngi. Khi c s d liu ca bn ch dng li 4 con s th hiu qu ca email vn cha cao. Bn nn y mc tiu ln 5 con s. Lc email s pht huy hiu qu tch cc. Trong 12 thng nu bn c khong 20.000 thnh vin th c coi nh bn thnh cng trong vic ht khch hng.

K nng Marketing trong Thng mi in t - Cu chuyn thnh cng ti Nht Bn

Chng II: B quyt to mt gian hng hp dn, thu ht khch hng

K nng Marketing trong Thng mi in t - Cu chuyn thnh cng ti Nht Bn

1. Trang ch, b mt ca gian hng Trong chng I ti cp n nhng khi nim tng hp pht trin mt gian hng thnh cng trn internet. Trong chng ny ti s cp chi tit hn vic xy dng mt gian hng hiu qu. u tin chng ta s quan tm ti trang ch ca gian hng. u tin, vic quan trng nht l gii thiu gian hng. Trong bui gp g vi cc ch gian hng, ti thng ngi cng h, nghe h ni v gian hng ca h. H thng thc c gian hng ca h bn g, v ni trnh by. Tuy nhin h ch ni c mc gian hng ca h ang c nhng hng ha no ch cha ni c n mc h bn g ? Sau khi nghe h gii thiu v gian hng, ti thng hi gian hng ca bn c u im g khng ? Lc h mi ni thc s h bn g. Khi ti mi ni bn ch cn ghi ng nhng g bn ni vi s hng phn t nhin nh by gi ca bn ln trang ch th bn s c mt trang ch rt hp dn. Trang ch ca gian hng c th coi l b mt ca gian hng. y c th ni l ca ra vo ca gian hng ngoi i thc. Khch hng thng s t m khi bc vo vi nhng cu hi, khng bit gian hng ny th no ? C sn phm mnh thch khng na ? Lc nu trng c v hp dn th h s bc vo, nhng nu khng hp dn th c th h s i mt. Do vy vic th hin c s hp dn ca gian hng, s cun ht ca sn phm, s tin nghi ca mua sm, yn tm, v vui thch khi mua hng, ngay trang ch l mt vic rt quan trng. Bn cn lm n mc khi khch hng nhn thy trang ch ca bn h phi b cun ht.

K nng Marketing trong Thng mi in t - Cu chuyn thnh cng ti Nht Bn

Mt khc nhng gian hng c a thch l nhng gian hng h to c khng kh con ngi . Khng kh con ngi c ngha l h cm thy c ngi ch tht, v ngi khch tht trong gian hng . V h s cm thy an tm khi mua hng. Trong 3 yu t ti thng nhc l " Tin li, yn tm, vui thch" th khng kh con ngi s p ng c yu t yn tm. y l yu t rt quan trng nh hng n tm l mua hng ca khch. 2. Ba nguyn tc c bn tip khch: "D hiu, thn thin, v d mua hng" 2.1. Cc nguyn tc c bn Trang ch ca gian hng c th c coi l ni tip khch. Th ni tip khch bn cn thc c 3 yu t. Ti gi y l ba nguyn tc c bn. - D hiu - Thn thin - D thc hin

K nng Marketing trong Thng mi in t - Cu chuyn thnh cng ti Nht Bn

Chng ta s iu chnh trang ch da theo ba nguyn tc ny. Nh ti ghi phn 1, bn c th lm cho khch hng cm thy c ci g hay trong gian hng ca bn khng ? y c th l im mu cht quyt nh hnh vi ca khch hng. Hay ni cch khc i trang ch ca bn trng c hp dn khch hng tip tc i vo trong xem tip hng ha hay khng ? y ta s thy trong 3 yu t trn th vic "d thc hin" l yu t quan trng nht, cn " d hiu, thn thin" l cc cch thc hin iu . C th ni l iu kin cn v c mt trang ch hp dn. 2.2. Th no l mt trang ch hp dn? bit c iu bn ch cn tr li cu hi : Trong vng 5 giy, khch hng c b cun ht hay khng ? - D hiu v im mnh v mt hng bn cn bn. Khch hng trc khi h mua hng h thng so snh mt s gian hng cnh tranh, sau mi quyt nh. Yu t h phn on l " ti c li g khi mua hng y? ". Do vy nu "im mnh ca gian hng, li ch ca khch hng" khng c ghi mt cch d hiu trn trang ch, th s kh li mt n tng no vi khch. V gian hng ca bn s khng l s la chn ca khch. i khi c ngi cho rng khng cn ghi trang ch, m ch cn ghi ch sn phm l c ri. Th ti ngh y l suy ngh khng chnh xc. Vic khch hng vo tng trang xem tt c nhng g bn ghi tng sn phm l iu khng tng. Theo kinh nghim ca ti khi khch hng nhn trang ch trong vng 5 giy, m h khng cm thy n tng thng h s b i. - Trong mt mt trang ch ( khng cn thanh cun) bn cn phi truyn ti gian hng ca bn l g ?

K nng Marketing trong Thng mi in t - Cu chuyn thnh cng ti Nht Bn

Nh ti ni trn vic to n tng cho khch rt quan trng. Vo trang ch, phn u tin ca trang khi cha cn ko thanh cun bn phi trang tr bng hnh nh, ch vit, lm sao khch c th hiu c ca hng ca bn bn g, c g hp dn. - Phn loi d hiu. Tiu c chia d hiu, c hnh nh i km, to cho cm gic thn thin d hiu cho khch hng. 3. Gian hng c th nhn thy mt ch gian hng, khch hng. Trong mt gian hng bn trng g ca chng ti, t khi m gian hng, h ng hnh nh ngi ch gian hng m con g mi. iu ny th hin nhng qu trng do h bn l trng rt ti ngon. Ngoi hnh nh cn c bi vit nht k hng ngy vit v s trng thnh ca g con rt thn thin d hiu, to cm gic rt yn tm cho khch hng mua trng. Bng vic ng nh ca nhn vin hay ch gian hng ln trang ch s to c "khng kh con ngi", lm cho khch hng yn tm. nh ca ch ca hng th bn nn ly nh c n ci m p, thn thin l tt nht. i khi, khng cn ch thn ch ca hng xut hin, m ch cn nh ca nhn vin l bn c th to cm gic an tm cho khch hng. C mt ca hng gn vng ni Ph S ca Nht Bn, h to ra mt gc gii thiu v ni Ph S, ngy no h cng chp mt bc nh rt p v ni Ph S, bt k ngy ma hay nng v ng ln trang ch. C rt nhiu khch hng thch th, ngy no cng vo xem, c mt hm ng ch m, khng chp c nh ng ln, c nhiu ngi vit th hi ti sao hm li khng c nh ni Ph S. C th ni s n lc hng ngy, em li mt gi tr no cho khch hng, chc chn h s cm nhn c v p li bng vic mua hng cho bn.

K nng Marketing trong Thng mi in t - Cu chuyn thnh cng ti Nht Bn

4. Li khen ca khch hng l yu t quan trng nht, d c tin tng Tip theo ca s thn thin l yu t lm sao khch hng d hnh ng. trang ch mong mun nht ca gian hng l lm th no khch hng click vo cc trang tip theo xem, ri mua hng. Hay ni cch khc l lm th no khch hng cm thy t m, hp dn xem cc trang khc l iu rt quan trng. lm c iu ny chng ta cng cn tun theo yu t " Tin li, yn tm, thn thin " ng nhng li khen ngi ca bn th 3 v sn phm v gian hng, to s an tm v tin tng ca khch hng S nh gi ca ngi th 3 v mt hng, gian hng l yu tt rt quan trng chi phi quyt nh ca khch hng. c th l nhng gii thng, bi bo vit v gian hng, nhng li khen, cm tng ca cc khch hng khc. V vic ng nhng thng tin nh vy khch hng s cm thy "khng kh con ngi" trong ca hng . Hng nm chng ti t chc gii thng ngi bn ca nm. Gian hng no c nhiu ngi bnh chn nht s nhn c gii. Khi c gii thng, th uy tn v s tin tng ca khch hng s tng ln r rt. V khi bn ln th hng cao th gian hng ca bn c qung co trn nhiu trang ca chng ti, nh gian hng c bnh chn cao nht, gian hng c bnh chn nhiu nht.... 5. Nhng tng thu ht khch, to hng th cho h mua hng. 5.1. a ra cc n, chia sn phm theo cc mc ch s dng To ra gc gii thiu sn phm theo mc ch s dng. V d mt ca hng bn ni tht gia dng, h chia hng ha theo hnh ng "ngi", "lm vic", " dn dp". Hay h ghi "chng ti s gip bn gii quyt nhng u phin ni

K nng Marketing trong Thng mi in t - Cu chuyn thnh cng ti Nht Bn

cng s". " Bn ngi nhiu qu b mi lng", " bn khng truyn t c thng tin n ngi khc". C nhiu ngi khch i khi h vo gian hng khng c mc ch g c, tuy nhin nu c gi theo cc cng dng ca sn phm, h s d dng b cun ht v hnh ng mua hng. Khng ch by hng ha, cho khch hng t chn, m bn nn gi , dn dt h t nhng nhu cu rt i thng, lm cho h d mua, bn lun cn ng vo v tr ca khch hng, to cho h cm gic th v, hng th vi vic mua hng ca bn. 5.2. Lm cho khch hng hiu nhng sn phm bn chy nht. Bng vic bn lm ni bt mt hng bn chy nht, bn s c th thu ht c nhng khch hng h khng bit mua g v i u. Bng vic to ra mt trang p hp dn gii thiu v sn phm bn chy nht, khch hng s nh gi bn l gian hng lm n chuyn nghip. iu lm khch hng d a ra quyt nh mua hng.

K nng Marketing trong Thng mi in t - Cu chuyn thnh cng ti Nht Bn

6. Ca hng c im nhn s c la chn Ti gii thiu v nhng yu t to truyn n khch hng c s hp dn ca gian hng. Trong vic lm cho khch hng d hiu v im mnh, sn phm ni tri ca gian hng. Ti cng cp n internet l mt th gii khng b gii hn v khng gian v thi gian nhng c rt nhiu i th cnh tranh. Do vy gian hng bn cn c im mnh thng c cc i th khc l iu khng th thiu. V mt tng th, bn c th khng bng, nhng v mt s im no bn nn c nhng iu c bit hp dn khch hng. Hay ni cch khc i tt c mi th u tm tm khng c g ni tri th s rt kh dnh c chin thng trn internet. y ti gi l im nhn. Ti s cp ti nhng im nhn ny trong mc ny. Hnh nh ca bn trong mt khch nh th no ? Phng php nm c s hp dn ca gian hng mnh l phn tch mi trng gian hng. Tn th nghe c v phc tp, nhng ni dung th rt n gin. Bn nn xem gian hng ca bn t lp trng ca khch hng, i th cnh tranh, ca hng mnh. - t a v vo v tr ca khch hng nh gi v pht trin gian hng ca bn. ch khng nn ch t a v vo v tr ca hng. Khi khch hng nh mua kim chi, h s so snh ca ca hng A,B,C, v s chn ca hng c iu kin tt nht , y l mt hin tng rt bnh thng. Bn nn suy ngh trn lp trng ca ngi mua hng. V nu bn ng trn lp trng ca ca hng bn s ngh mnh lm ht mnh ri sao li khng bn c nh, v bn s chn, b tc. Do vy bn nn t a v vo v tr ca khch hng, xem khch hng nhn gian hng ca mnh th no, h so snh mnh vi nhng gian hng khc th no ?

K nng Marketing trong Thng mi in t - Cu chuyn thnh cng ti Nht Bn

- Tiu im phn tch mi trng l khch hng, gian hng ca mnh, gian hng cnh tranh. By gi ti s tp hp nhng im mnh, im yu ca gian hng bn thn. Ti s a ra cc chun so snh gian hng ca mnh, v gian hng cnh tranh. V chun ny s c a ra di con mt ca khch hng. Tm li, khi khch hng mua th h quan tm ti nhng im g gia nhng gian hng. Gi c, cch sp xp hng ha, cht lng hng ha, tnh thi trang, tnh chuyn mn, vui thch, s nhit tnh ca ngi qun l.... Bn s chn ra 2 yu t l im mnh ca bn, hai yu t ny c th cha mnh, nhng nu u t pht trin th s mnh. C mt im bn cn lu y l khng nn chn 2 yu t ny l cht lng v gi c. V gi c tng th cht lng tng, v ngc li, y l iu ng nhin, nn vic so snh ny khng c ngha lm. Khi a ra chun ri bn c th a ra v tr ca bn vi i th cnh tranh. y c gi l phng php nh v, sau khi nh v, th v tr bn quyt nh s tr thnh hnh nh ca gian hng nhn t a v ca khch hng. Hnh nh ny l im rt quan trng. Tm li khng phi l mt s tht khch quan, m y l hnh nh ca ca hng c nhn t quan im ca khch hng. C th bn c nhiu im mnh nhng nu khch hng khng bit th s khng c coi l im mnh. chuyn cc hnh nh v gian hng trong con mt khch hng, sang hng bn suy ngh, bn cn thc hin vic i thoi vi khch hng, truyn ti thng tin v hnh nh gian hng ca bn nh th no ? Vic giao tip i thoi ny c gi l vic c bit ha. " Gian hng ca chng ti khc gian hng khc, chng ti c ............ " bn truyn ti thng tin n khch hng nh vy, h s n nhn v s c mt n tng l gian hng ca bn c im hn, to nn s khc bit.

K nng Marketing trong Thng mi in t - Cu chuyn thnh cng ti Nht Bn

Nghe c v tru tng, nhng ti s c gng thuyt minh tht d hiu. 7. Phn tch tnh hnh ca hng da t cch nhn ca khch hng. Ti s ly mt ca hng bn kim chi chng bo Hn Quc lm v d phn tch. u tin, chng ta s suy ngh n khch hng. Chng ta th tng tng mt ngi c coi l khch hng ca ca hng kim chi l ngi nh th no ? Ti s dng t nh " mt" " xu hng" t chc s d hiu hn. - Xu hng thch n bn x ( khng phi n bn siu th, m mun mua ng Hn Quc) - Xu hng mun gi gn sc khe ( n t nhin, khng c cht ph gia) - Mt mun n king - Mt mun n cay - Xu hng thch Hn Quc Nhng on vn truyn ti ti khch hng c th hin trong webpage. khng phi tt c u c ghi trang ch, v d " Kim chi ca ca hng chng ti l kim chi Hn Quc, do ngh nhn lm kim chi ni ting tnh ..... dng ci trng c tinh tuyn v gia v c bit lm ra", " cht ..... trong t ca kim chi chnh hiu Hn Quc c tc dng tiu m, gim bo"..... Cu qung co ny hng ti i tng khch hng h mun gim cn. Ch cn bn hng i tng khch hng mun gim cn th bn c th s c nhiu khch hng n ng h. y l cch qung co to ra s khc bit vi gian hng i th. Tip theo, chng ta s suy ngh v i th cnh tranh. Nhng ca hng c Kim Chi gim cn l nhng ca hng no ? Ti ngh l tt c nhng ca hng bn

K nng Marketing trong Thng mi in t - Cu chuyn thnh cng ti Nht Bn

Kim Chi khc. Ngoi ra bn c th quay li theo cch nhn nhn ca khch hng. Khch hng khi quyt nh mua Kim Chi, th ngoi vic mua " Kim Chi gim cn" t ca hng, h cng c th mua Kim Chi t cc ca hng khc, hoc siu th gn nh. Hn na, nu h mua Kim Chi gim cn biu trong dp no th ngoi kim chi ra tt c nhng mt hng c th thnh qu biu s tr thnh la chn ca khch hng. Do vy i th cnh tranh s thng xuyn thay i trong tng trng hp. Bn cn ch y l khng nn ngh i th cnh tranh ca mnh qu hp, qu t. Bn nn xem th trng bn c th mnh v c th trng ln bn c li nhun b p chi ph. Bn nn: Pht trin im mnh, bin im yu thnh s trng Cui cng, bn cn suy ngh v ca hng ca mnh. im mnh ca bn. -Tnh chuyn mn cao - C sn phm - Cht lng tt ( mi v, ti ) - C hng ha bn x` - C nhn vin Hn Quc, am hiu vn ha m thc ca Hn Quc - C kh nng nm bt, phc v tt khch hng Sau l im yu : - Khng c ca hng bn ngoi - Cha c kinh nghim bn l

K nng Marketing trong Thng mi in t - Cu chuyn thnh cng ti Nht Bn

u tin im yu bn khng c ca hng, nn bn khng c hng tn kho p ng ngay nhu cu khch hng n mua, v im ny bn c th p dng hnh thc bn hng da theo n t hng, khng cn tn kho. i khi bn ni vi khch hng tn thi gian mt tun, th h li thch v l Kim Chi lm bng tay, t nhin.... V im bn cha c kinh nghim bn l, bn khng nht thit phi nh ngi chuyn nghip dy bn, m bn nn ng vai khch hng mua hng trn internet, Bn s cm nhn c ch no xu, ch no tt, sau bn p dng vo ca hng gian hng ca mnh l nhanh nht. V t cch nhn nhn di gc khch hng ti ngh bn s c th xy dng mt gian hng chuyn nghip tha mn nhu cu ca khch hng. Cch suy ngh tch cc bin im yu thnh mnh ny rt quan trng. Bn lun tm cch thay i thch nghi vi vic kinh doanh trn internet, tn dng mi c tnh v th mnh ca internet th bn mi c th thnh cng c. Thay i im cn nhn mnh cng ty theo i th cnh tranh V d:( ti tip tc ly v d v sn phm "kim chi gim cn") - cnh tranh vi siu th th bn nn nhn mnh nhng im sau. Trong trng hp ny ti s la chn cht lng v chng loi hng ha. So vi kim chi bn trong siu th v cht lng th nguyn liu ca kim chi tt hn, dinh dng cao hn, ngon hn. Chng loi hng phong ph, bn nn a tht nhiu loi kim chi trn trang ch to cm gic chong ngp v chng loi sn phm. Vi 2 yu t ny khch hng s cm nhn s khc bit gia gian hng ca bn vi siu th. - cnh tranh vi cc gian hng cng bn kim chi trn vatgia.com

K nng Marketing trong Thng mi in t - Cu chuyn thnh cng ti Nht Bn

Lc ny s phong ph ca hng ha, chuyn mn s khng cn na; dch v s tr nn quan trng hn. Bn cn nhn mnh cht lng dch v ca bn tt hn, nh tc vn chuyn nhanh hn Do vy cnh tranh, bn cn so snh vi tng i th, a ra cc du n khc nhau. Nu bn ch ng v lp trng ca ca hng, th bn s khng nhn ra nhng im kia, m bn ch ni c sn phm ca chng ti tt nht m thi, ch khng ni c cho khch hng ci g tt. 8. Bn cn ngh ra cu khu hiu to cm gic khc bit, to n tng cho khch hng. Theo nhng g ti cp chc bn cng hiu nn to s khc bit nh th no. Mc tiu cui cng ca bn l phi th hin nhng iu ln trang ch ca gian hng, v truyn t ti khch hng. Nu bn truyn t c nhng iu hp dn ca ca hng mt cch d hiu nht ti khch hng, s to n tng vi khch hng, v lm cho h t m, click tip vo cc trang khc, kh nng h mua hng ca bn s cao hn nhiu. Bn nn a ra 3 cm t gii thiu v gian hng c th bng con s . V d : " Chng ti c lch s v truyn thng" s khng hay bng "cng ty chng ti c thnh lp t nm ...." ...

Chng III: To ra mt ni bn hng vi kh nng lm tha mn khch hng cao hn. ( B quyt to mt trang sn phm hp dn )
1. Khng phi l to ni bn hng, m to ni lm khch hng mun mua hng.

K nng Marketing trong Thng mi in t - Cu chuyn thnh cng ti Nht Bn

Sau khi ni v vic to trang ch hp dn ti s ni v cch to trang sn phm hp dn. Ging nh trang ch, trang sn phm cng l ni tip khch. Nhng khc trang ch 1 im y l ni lm khch hng quyt nh mua hng lun ch khng click i u na. Ging nh to trang ch, bn cn quan tm n 3 yu t," d hiu, thn thin, v d hnh ng" , v bn a cc thng tin cn thit ln khch hng c cm gic nh vy l c. khch hng click vo nt mua hng, th mc truyn t nhng g hp dn nht ca sn phm ti khch hng l iu rt quan trng. iu ny gian hng trn internet, hay ca hng thc cng khng c g khc nhau. Tuy nhin trn internet c mt im khc bit m bn cn lu ti l khch hng khng cm c sn phm trong tay xem, do vy lng thng tin truyn ti ti khch hng cng nhiu v c th th cng tt. 2. Trang web sn phm to n tng cho khch hng thng c nhng yu t sau. Ti s ly v d, to mt gian hng bn o khoc. Nu bn l ngi qun l chc bn s ng nhng thng tin nh th no ? Ti thng thy cc ca hng ng nhng thng tin nh sau: tn sn phm, hng sn xut, gi, kch c, mu sc, loi vi, c tnh sn phm, nh sn phm ( chnh din), ni sn xut, nt t hng, nt hi v hng ha. y l nhng thng tin c bn nht nn ng ti vi t cch l cataloge ca sn phm. Nhng thng tin ny ti thng thy ng ti cc gian hng. Bn s mua hng ch bng vi nhng thng tin c bn nh trn ?

K nng Marketing trong Thng mi in t - Cu chuyn thnh cng ti Nht Bn

Cu tr li s l khng. Ch nhng thng tin c bn nh vy chc chn bn s rt kh bn hng qun o trn internet. Vy thng tin cn no s cn phi b xung thuyt phc c khch hng mua hng ca bn ? Nu t a v vo khch hng, khi quyt nh mua mt sn phm v thi trang chc h s cn nhng thng tin nh sau : - Bn nn mc trong hon cnh no ? - nh ngi mc qun o lm mu. - nh mt sau ca qun o. - nh lng o - nh phng to khuy o, tay o, c o - Li bnh ca ngi qun l - Cht liu vi - Li nhn xt ca nhng ngi mua - Cch t hng ( thanh ton, vn chuyn, thi hn giao hng) - a ch lin lc - iu kin tr li hng - Thng tin ca ca hng Tt c l nhng thng tin khch hng cn bit khi mua hng. Bn mun bin thng tin trang sn phm thnh mt ni c th giao tip c vi khch hng, th vic ng ti nhng thng tin nh trn l rt quan trng.

K nng Marketing trong Thng mi in t - Cu chuyn thnh cng ti Nht Bn

Tuy nhin thc t ti thy rt t nhng trang ng c y nh vy. Hu ht do nhng ngi qun l h khng ng c hon ton v pha khch hng, v h qu hiu v sn phm ca h, nn h cm thy khng cn thit khi phi ng ti nhng thng tin nh vy trn web. Nhng y l nhng thng tin cc k quan trng nh hng rt ln n vic quyt nh mua sn phm ca gian hng. Ti xin nhn mnh li, chng ta ang bn xem lm th no to ra mt trang sn phm khch hng ( nhng ngi khng bit g v sn phm) mua hng cho chng ta, ch khng phi to ra mt trang bn hng m chng ta qu bit r. Do vy, kh nng t mnh vo a v ca khch hng v suy ngh ging h l mt t cht khng th thiu ca mt ngi qun tr web. 3. Trang sn phm cng ng vai tr mt cng vo ca gian hng. Nu bn l khch hng, bn s nhn thy trang sn phm s c th ng vai tr l ca vo ca gian hng. Trn vatgia.com khch hng thng tm hng ha thng qua my tm kim, cc danh mc hng ha, cc chng trnh khuyn mi, sn phm ni bt, sn phm bn chy nht, qung co email H s click vo trang sn phm ca tng gian hng xem hng ha. Sau c th s i tip vo xem cc sn phm khc. Do vy nhiu thng tin ng ti trang ch, m t nhng im ni bt ca gian hng bn cng nn truyn ti vo cc trang sn phm. Theo thng k, c nhiu khch hng h ch vo trang sn phm ri n nt t hng, sau h khng nh ni l h t hng t ca hng no. Do h khng c mt n tng no t ca hng h t hng, iu ny s khng tt khi h

K nng Marketing trong Thng mi in t - Cu chuyn thnh cng ti Nht Bn

mun quay li mua hng trong ca hng h tng mua, h khng nh ra cch i vo ca hng, v bn s mt i c hi. to c n tng cho khch hng nhiu gian hng trn vatgia.com a ton b thng tin ln banner trang ch, v cho hin ra tt c cc trang sn phm. Hoc c ca hng h ghi ch thch rt r rng cho tng sn phm mt, to nn mt s khc bit rt ln so vi ca hng khc. 4. Thng tin gii thch mang tnh ch quan, khch quan khch hng hiu Ti xin nhc li, trang sn phm cng l mt cng vo gian hng, nn chng ta cng nn da theo "3 nguyn tc giao tip" to trang sn phm. Trong u bn c th ngh nn phi t mnh vo a v ca khch hng, nhng khi thc hin li khng bit phi lm th no ? Do vy bn cn phi suy ngh v 3 nguyn tc " D hiu" " thn thin" " d hnh ng", t suy ngh bn s c nhng tng lm mt trang sn phm hp dn ngi tiu dng. V nguyn tc th nht, "d hiu", trn internet khch hng khng th cm hng ha trong tay xem, do vy vic truyn t thng tin bng hnh nh c th r rng l v cng quan trng. Vic truyn ti thng tin v sn phm c chia ra thnh hai loi thng tin ch quan v thng tin khch quan. 4.1. Gii thch khch quan - c trng ca sn phm - Cch s dng - Hnh thc bn ngoi, kch c - Hnh nh sn phm

K nng Marketing trong Thng mi in t - Cu chuyn thnh cng ti Nht Bn

- nh gi ca ngi th 3 ( thng tin ng trn tp ch, c nhn gii thng.... ) 4.2. Gii thch ch quan - nh gi ca bn th 3 ( cm tng ca ngi s dng ) - Li bnh lun, li khuyn dng ca ngi qun l gian hng - Li bnh ca nhn vin, ngi sn xut Gii thch khch quan l ni dung m ai ni cng s nh nhau. Thng tin ny thng l gi c, cch s dng..... Cn gii thch ch quan l ni dung s khc nhau do cch gii thch mi ngi khc nhau. C nhng phn kh truyn t ti khch hng do nhng thng tin khch quan, lc s c b sung bng thng tin ch quan. V d : v qun o thi trang, th nhng thng tin gii thch ch quan c th c th hin nh sau : " Khi s vo qun o c cm gic mm, mt" " mc thy nh, d c ng " " C th mc i d m ci c" Bng vic thm cc cu nhn xt ch quan, chng ta c th lm khch hng cm nhn thm c cc hp dn ca sn phm. C mt cch na lm tng mc d hiu, l lm a dng ha nh sn phm. V d khi bn mt hng l ti, th bn cn chp cc gc , chp hnh nh ngi cm ti vi cc kiu thi trang nhau, nh cho in thoi vo trong ti. to cm gic mm mi, d hiu cho khch hng. Khi bn ng vo lp trng ca khch hng, th vic c nhng nh sn phm nh vy s nh hng rt ln n s quyt nh mua ca khch hng. Hn na, a nhng hnh nh r rng khng nhng s trnh c tranh chp xy ra, m cn lm cho khch hng yn tm hn khi mua sn phm ca bn.

K nng Marketing trong Thng mi in t - Cu chuyn thnh cng ti Nht Bn

5. Li ni ca ch ca hng to cm gic thn thin nh ang c gp. Nguyn tc th 2 trong 3 nguyn tc c bn l thn thin. to c cm gic thn thin cho trang sn phm, th vic s dng nhng "thng tin gii thch ch quan" s tr nn hu hiu. Trong v d v o khoc, th li bnh lun ca ngi ch ca hng s ng vi " thng tin gii thch ch quan" Trong , nhng li gii thch, m t v sn phm lm cho khch hng c cm gic ang c tip n chu o s rt hu hiu. Thng tin c bn nh gi c, kch c ch l nhng thng tin khng c hn, khng c sc thuyt phc.

K nng Marketing trong Thng mi in t - Cu chuyn thnh cng ti Nht Bn

Thng c nhng cu qung co nh " sn phm ny c bn rt chy vo ma h", tuy nhin nu ch c mi th th s to cm gic n iu, khng c sc thuyt phc. M bn nn ghi li nhng cm tng nghe gn gi, m p hn, nh " ti mc v c cm gic sn phm ny rt nh nhng, mt m ph hp vi thi tit oi bc ma h ". i khi c nhng gian hng cc vng min khc nhau th c th s dng ting a phng, to cm gic khc bit, to cm gic c mu sc, hi th ca vng min , s lm tng nim tin ca khch hng vi gian hng C th to ra mt vi on hi thoi gia nhn vin vi nhn vin v khch hng to ra s thn thin ca gian hng. Mt khc, bn c th nh ca nhn vin, ngi qun l ca hng vo trang sn phm. i vi nhng sn phm do ca hng t sn xut ra, th c th a nh cc nhn vin ang to ra sn phm mt cch cn thn chu o, to mt cm gic an tm, thn thin vi khch hng. C th bn a nhng cu ni rt i thng, nhng cm tng ca ngi sn xut khi to ra sn phm, nim vui, ni bun ca h.... th s gn gi tin tng ca khch hng i vi sn phm s tng mnh, khch hng s yn tm hn khi mua sn phm ca bn. 6. Hnh nh s dng s to ra cm gic mong mun Nguyn tc th 3 ca ba nguyn tc l: to ra mt trang sn phm d i n hnh ng ca khch hng. trang sn phm th yu t ny tr nn quan trng v cn thit hn trang ch v mc ch ca trang sn phm l dn d khch hng tin ti hnh ng mua hng bng cch bm nt mua hng ,hoc hi v sn phm, hoc tham d cuc thi trng gii min ph sn phm.

K nng Marketing trong Thng mi in t - Cu chuyn thnh cng ti Nht Bn

to c cm gic mong mun mua sn phm th c nhiu cch, nhng cch c th to hiu qu cao l khch hng xem nhng bc nh nhng ngi s dng, xem h cm gic tha mn ra sao khi s dng sn phm. Trong trng hp bn o khoc th bc nh ngi mu mc o khoc vi n ci rng r s gy c n tng mnh. Vi s xut hin ca bc nh ngi th 3 s dng v tha mn v sn phm s lm tng thm s mong mun ca khch hng v sn phm . Hoc nu bn bn n trong gian hng, m bn ch ng mi nh ca sn phm th s kh lng to cm gic thm mun c n cho khch hng. Bn nn a nhng bc hnh c ngi ang nhn n hau hu, thm mun, v cnh h n, sung sng. Ti xin a mt v d v ca hng bn n gim cn: Trong nhng mt hng ca hng bn c " o vest siu gim cn". y l sn phm ca nhng v s m bc chuyn nghip dng gim cn, c bn rng ri cho mi ngi. Ch nghe tn gi ngi ta c cm gic gip h gim cn, tuy nhin y l mt hng him, nn hu ht khch hng u khng bit n c thc h hay khng ? Hn na khch hng khng c mc th nn h bn tn bn nghi, v ch t m ch khng a ra c quyt nh cui cng. Ngi qun l ca hng quay mt on phim ngi mc o , vn ng, i li, v vit nht k v cm tng ca ngi mc ng ln trang sn phm. Sau a thng tin v trng lng ca ngi trc khi mc o , sau l cnh h ra khi vn phng, i ti mt s ni ni ting, v sau 50 pht sau quay li vn phng v o li trng lng, th thy trng lng gim i 1 kg.... Tt c nhng bc nh, nhng thng ip rt thc t, nng hi c truyn ti ti khch hng thng qua internet. Sau khi a nhng thng tin chi tit hp dn nh vy doanh s ca mt hng ny tng ng k. y c th ni l mt v d rt in hnh trong vic PR v sn phm.

K nng Marketing trong Thng mi in t - Cu chuyn thnh cng ti Nht Bn

7. M rng i tng ngi s dng bng cch a ra nhiu hng dn s dng khc nhau. Phng php th 2 to ra s mong mun mua hng ca khch hng l: cung cp cho h cch s dng sn phm trang sn phm. Bn nn cung cp cho h rt nhiu cch s dng sn phm tn hng nhng li ch do sn phm em li. Ti xin a mt s v d minh ha cho vn ny. V d 1: Ca hng bn nhng lin quan n nh tm. Ngi qun l ban u rt lo lng v anh ta khng bit c liu ngi ta c ln internet mua nhng nh vy khng ? Sau anh ta a ra nhng cch s dng ca hng ha vo trang sn phm nh sau: Ni n nh tm l ngi ta thng ngh ti nhng vt dng nh nh khn tm.... Tuy nhin c rt nhiu kiu dng v phong cch khc nhau nn anh ta ly nhiu nh ngi mu mc nhng rt gi cm, cm khn tm v mc b ng, trng rt hp dn. Bng cch bi tr trang nh, anh ta to c nhng cm gic m cng, sch s ca nh tm, bin nh tm thnh mt ni th gin d chu bng nhng trang tr c by bn trong gian hng. Anh ta cn nh nhng ngh nhn gi hng, gi nhng sn phm thnh nhng b qu tng vi nhiu mu sc, nhiu cch s dng, cho nhiu i tng ngi khc nhau. iu ny s lm tng s la chn ca ngi s dng, kch thch h mua hng nhiu hn. V d 2: Ca hng bn s.

K nng Marketing trong Thng mi in t - Cu chuyn thnh cng ti Nht Bn

C mt ngi qun l gian hng bn s trn internet, nhng c mt ngy bn anh ta ni ti s khng bao gi mua s trn internet v khng cm vo tay xem th mua sao c, anh ta rt bun. Tuy nhin nu suy ngh li v tm l khi khch hng khi mua s, h chc s xem mt trn, mt di, xem ch k ca ngi lm ra sn phm, v s tng tng xem khi mnh t nhng n vo th s nh th no ? Ngi qun l gian hng chp nh sn phm ng theo nhng din bin tm l c tng tng ra, v a ln trang sn phm. iu ny khc phc c yu im ca internet l khng s vo xem ngm c sn phm. Sau ngi qun l chp nh sn phm rt sc nt, di sng t nhin, lm cho khch hng c th phn bit c cc loi mu sc sn phm, mu trng ng, mu trng khc nhau th no ? Ri anh ta thm nhng li bnh, cm tng ca anh ta vo sn phm to cho khch hng cm gic c gii thch rt cn k t m, am him thm v sn phm.

K nng Marketing trong Thng mi in t - Cu chuyn thnh cng ti Nht Bn

8. Bn cn quyt nh mt sn phm bn mun bn nht, sau s tp trung gii thiu nhn mnh v sn phm . V 3 nguyn l giao tip vi khch hng trong trang sn phm, chc bn cng hiu vic truyn t c tnh hp dn ca sn phm ti khch hng l mt vic lm quan trng mang tnh quyt nh v s thnh cng ca gian hng. Ni cch khc th trang ch gii thiu v hp dn ca gian hng, cn trang sn phm s gii thiu v hp dn ca sn phm. truyn ti c s hp dn ca sn phm, th ngi bn hng cn phi bit c chnh xc cc c tnh ca sn phm . Tuy nhin trn thc t th nhiu ngi hiu c c tnh, nhng cng khng bit cch no truyn ti thng tin sn phm mt cch hp dn cho khch hng. Do vy ti xin gii thiu mt s cch gii thiu sn phm mt cch hp dn nht cho khch hng: u tin, bn cn chn mt sn phm m bn cho l hp dn nht, d bn nht, sau a ra nhng c im hp dn ca sn phm. Vic chn ra mt sn phm nht l phng php rt hiu qu qung b, PR cho gian hng. Khi kinh doanh mt gian hng vic lp y thng tin vo trang sn phm v cng quan trng. Tuy nhin trong thi gian u vic in y thng tin vo tt c cc trang s rt kh khn nn bn cn tp trung thng tin vo to ra mt trang sn phm ni bt nht, v xem hiu qu, sau s m rng dn ra cc sn phm khc. Ch cn bn lm tt thng tin ca trang sn phm ni bt, bn s lm cho khch hng cm thy gian hng ca bn lm n nghim tc, v thy an tm khi mua hng ca bn. Ch cn bn chn c sn phm c im nhn, bn c th s to ra sc ht khch hng

K nng Marketing trong Thng mi in t - Cu chuyn thnh cng ti Nht Bn

Bn th tng tng xem trong gian hng ca bn c sn phm no hp dn khng ? chn c sn phm c im nhn bn c th tham kho cc im sau : - Sn phm no c bn chy nht ? Sn phm no c kh nng hp dn khch hng nht ? - Sn phm no bn mun bn nht, sn phm no tn kho nhiu nht? - Sn phm bn t tin nht v cht lng, v bn tin s bn c? - Sn phm c kh nng nh hng n cc sn phm khc? Nu sn phm c bn th cc sn phm khc s bn c. Nhng sn phm c nhng c im tng ng vi nhng mc trn c th s khc nhau, c th s ging nhau. Lc ta c th chn sn phm c 3 yu t sau: - ng th nht, trong gian hng mt hng no gi, cht lng tt nht ? Sn phm? - Only one. Sn phm c c tnh ring, c o khng u c, ch c gian hng bn mi c. - Trend. Nhng sn phm ang thnh hnh, ang l xu hng tiu dng ca th trng. Nhng sn phm ang c lng tiu dng tng nhanh chng. Sn phm c nhng yu t trn, c kh nng cnh tranh, c mt im g vt tri, th bn c th dng lm sn phm No1 qung co cho gian hng ca bn. Khi bn la chn sn phm No1, bn khng cn phi qu suy ngh rng gian hng ca bn khng c mt sn phm no c th coi l nht Vit Nam c, bn ch cn c nim tin v mt sn phm, v tin ngi khc s thch sn phm l c.

K nng Marketing trong Thng mi in t - Cu chuyn thnh cng ti Nht Bn

9. Tm im nhn. Khi bn chn c sn phm No1 ri, th bn cn xc nh im nhn ca sn phm l g. V d: Mt ca hng bn bnh ngt. Ngi th lm bnh ch ra mt sn phm No1 ca ca hng c ng knh l 19 cm, v c gi l 500.000 VN. u tin h a ra 3 c im ca ci bnh. Cch chn 3 c tnh ny c th tham kho cch chn nhng im mnh ca gian hng c nu phn trc. C rt nhiu yu t c th chn t gi c, cht lng, tnh chuyn mn, phong ph ca sn phm, tnh him ca sn phm, cho n cc gi tr gia tng nh cch gi qu tng. Bn c th suy ngh la chn t nhng yu t nhng im m bn ngh khch hng s thch. Bnh kem th c nhiu ni bn nh siu th, ca hng bnh bn ngoi, v c nhng ca hng trn internet nn bn cn suy ngh nhng c tnh ca sn phm, nhng im ni tri so vi cc sn phm cnh tranh khc. Trong trng hp ny im cn quan tm chnh l cht lng, so vi cc sn phm c bn trn lan trn th trng, th yu t cht lng s quan trong hn c. Tip theo l gi c, gi 500.000 l rt cao so vi cc sn phm cng loi. Tuy nhin nu bit cch qung co bn c th to ra mt li th t gi cao l to cm gic cao cp ca sn phm cho ngi tiu dng. im th 3 bn cn quan tm l tn sut s dng sn phm, so vi cc loi bnh gi r siu th th bnh cao cp s t c tiu dng hn.

K nng Marketing trong Thng mi in t - Cu chuyn thnh cng ti Nht Bn

10. S dng 3 yu t " kch thch, l do, gii hn" lm tng thm hp dn ca sn phm. Khi bn chn c nhng c trng ca sn phm ri, bn c th ngh cch nng nhng c trng ln thnh im nhn, to s ni bt cho sn phm. u tin bn nn suy on tm l ca khch hng khi ln u tin vo gian hng ca bn. i vi khch hng h mua hng trn internet th yu t quyt nh ca hnh vi mua s l cn thit v mong mun. A zone, khng cn thit, khng mong mun => khng mua B zone, khng mong mun, nhng cn thit, s mua khi c c hi C zone, khng cn thit, nhng rt mong mun, s mua D zone, cn thit v mong mun, " xin hy bn cho ti" Thng khch hng h s mc A zone, nhim v ca chng ta l lm sao chuyn c h sang zone B,C,D, lm sao tng cn thit v mong mun ca khch hng ? Ba nguyn tc giao tip vi khch phn trc s gii quyt c im ny, c bit l nguyn tc khch hng d hnh ng. Cung cp cho khch hng cch s dng sn phm, l cch tng cn thit ca sn phm. Bn cn a ra nhng cch s dng m khch hng cha bit, h s cm thy sn phm ca bn cn thit. Bin nhng c tnh ni bt ca sn phm thnh nhng li ch cho khch hng khi mua sn phm. Trong cc cch lm tng mong mun ca sn phm, th cch c bn nht l bin nhng c tnh ni bt ca sn phm thnh nhng li ch thit thc cho khch hng.

K nng Marketing trong Thng mi in t - Cu chuyn thnh cng ti Nht Bn

Nhng im c th tr thnh nhn t quyt nh v vic mua hng s l: - Kch thch - L do ( l do r, l do t, ni chung bn phi c mt l do h mua hng) - Gii hn - Thi gian - S lng - i tng V im th nht: "kch thch": Mt yu t thng c s dng l gi. Gi siu r, i h gi, tt c cc mt hng u gim na gi im th hai: " l do". L do y c 2 : th nht l l do kch thch, tuy nhin nu ch c th nht l gi r, th khch hng s ngh gi r th cht lng s khng tt, v h s lo lng. Do , bn nn thm l do ti sao r ? lm cho khch hng cm thy l do hp l, v yn tm mua hng. V d : Bn m hng nn gim gi, hng outlet, bn hng qua net nn khng mt ph ca hng nn r.... th hai, l ni l do ti sao khch hng nn mua mt hng . im ny c th b trng vi vic a ra nhng im hp dn ca sn phm, tuy nhin ti mun ch ra tnh quan trng ca vic "bin nhng l do thnh im hp dn, li ch ca sn phm i vi khch hng. "

K nng Marketing trong Thng mi in t - Cu chuyn thnh cng ti Nht Bn

Ni cch khc i nu bn ch a ra mi s hp dn ca sn phm thi th s khng lm khch hng cm thy cn thit i vi h. Khch hng ch cm thy cn thit v sn phm khi h thy li ch ca sn phm vi h. V d: Bn qung co v mt sn phm " y l sn phm lm bng hp kim nhm " s khng hp dn bng vic kt ni l do vi nhng li ch "sn phm ny rt chc chn, c tui th gp 3 ln so vi sn phm thng thng, v tit kim c ...... VN." im th 3 "gii hn". C gii hn thi gian, gii hn s lng, gii hn i tng. Hai gii hn u s lm cho khch hng c cm gic cn phi mua ngay, nu khng b mua mt, gii hn i tng s lm khch hng c cm gic mnh quan trng hn, v s d m hu bao hn. 11. Thm l do th s lm tng kch thch Trong phn ny ti s a ra nhng v d c th v vic s dng 3 yu t trn to nn im nhn ca sn phm. c th hn ti s dng mu " A l B nn p ng nhu cu vi C", v s lp nhng thng tin vo v tr A,B,C. A l c tnh ca sn phm, B l s nh gi c tnh ca th trng, C l s kt ni nhng c tnh vi li ch ca ngi s dng kch thch h mua hng. C l yu t s c quyt nh cn c theo A v B, ti s s dng 3 yu t " kch thch, l do, tng thm hp dn cho C. Ti quay li v d v chic bnh ngt. - Gi => cao - Cht lng => cao - Tn sut s dng => thp

K nng Marketing trong Thng mi in t - Cu chuyn thnh cng ti Nht Bn

Gi c, cht lng, tn sut s dng, l c tnh sn phm ( A ), Cao, thp l nhng mc ca nhng c tnh do th trng nh gi ( B ), v s to nn s kt ni t A v B. V im 1: Trong v d ny gi cao, th s s dng cch ni, " y l chic bnh t nht Vit Nam", cch ni ny s kch thch khch hng. V im 2: Cht lng cao, th bn c th s dng cch ni " chic bnh ngon nht Vit Nam". Tuy nhin nu ch ni mc " t nht, ngon nht" th vn thiu thuyt phc m vn khng c cm gic an tm. Nn bn cn a l do tng kch thch khch hng mua sn phm. V d : Ca hng bnh chng ti c lch s 30 nm. sn phm bnh ngt ca ca hng chng ti c chuyn gia nu n X ca chng trnh truyn hnh bnh chn l sn phm bnh ngt ngon nht Vit Nam. Bng cch qung co nh vy s thuyt phc khch hng hn. V im 3: Tn sut s dng thp, ti la chn cch qung co " dng tng qu", bn ch cn cung cp cch s dng cho khch hng h s cm thy mc cn thit ca sn phm trong ngoi giao " ch cn tng cho ai ngi s rt thch". y l l do khin ngi mua hng la chn mua sn phm ca bn. Trong mt trang hp dn bao gi cng c 5W3H. Chn ra sn phm No1 => Nm c nhng c tnh ca sn phm => thm yu t " kch thch, l do, gii hn". y l nhng bc c bn to ra mt trang sn phm c kh nng bn cao. Khi bn to ra trang sn phm bn c thm tham kho nguyn tc 5W3H c mt trang y thng tin.

K nng Marketing trong Thng mi in t - Cu chuyn thnh cng ti Nht Bn

What : Tn sn phm? Who : Ngi mua? Where : trang no? When : Thi im, khi no? Why : Ti sao nn mua, nhng li ch ca sn phm? How: Cch s dng th no ? How to : Cch bn th no ? How much : mc gi bao nhiu ? V d: Nhn dp k nim 100 ngy m gian hng ( why, when) Chng ti bn "Gi c ng" ( what ) Gim gi 20% ( how much, why). i tng l nhng ngi tng mua c ti ca hng chng ti ( gii hn i tng) ( who ) Sau bn c th gi trang tin ny cho cc khch hng bng email qung co, sau s gii hn v thi gian, s lng bn ra. ( how to) Sau s ng cc thng tin nh cch ch bin c ng, cch bo qun.... ( how).

IV. Rt ngn khong cch vi khch hng. B quyt thnh cng ca vic gi email.

K nng Marketing trong Thng mi in t - Cu chuyn thnh cng ti Nht Bn

1. Ngi hiu bit s chia 20% thi gian vo trang web, v 80% vo email. Ch cn lm website p s bn c hng. C rt nhiu ngi mi m gian hng c tp trung s quan tm ca h vo website. C nhiu ngi ly lm tht vng rng h ngy no cng thay i ni dung thng tin trn site ca h th m khch hng khng ti. V h c tip tc thay i v ngh l c ci g khng n trn website ca h. C th h c vng vo vng lun qun m khng hiu mt iu website ch l ni giao tip ch khng phi cng c marketing thu ht khch hng ti cho h. Nhng ngi hiu c nguyn l ny h thng tp trung vo email. ng nh cu ni "khng c email th s khng th thnh cng trn internet c", email ng vai tr cc k quan trng trong vic kinh doanh gian hng trn internet. Do vy i vi nhng ngi bn hng thnh cng trn internet, th 80% thi gian ca h tp trung vo email v 20% tp trung vo ng ti thng tin sn phm, to ra mt trang ch hp dn. 2. R, va nhanh, chu o. Kinh doanh gian hng thng qua cc cng c giao tip. Email c nhng u im c bit to ra kh nng giao tip rt hu hiu vi khch hng. So vi nhng cng c truyn tin nh giy v website, email c nhng im khc nh sau : 2.1. Chi ph: - Chi ph to ra, v gi mt email thp hn rt nhiu so vi th tay. - Chi ph to mt website cng rt cao v tn nhiu thi gian hn to mt email rt nhiu.

K nng Marketing trong Thng mi in t - Cu chuyn thnh cng ti Nht Bn

- Chi ph to mt email s rt r, bn c th vit mi th bn mun, v gi ti khch hng tc th v khng mt chi ph. 2.2. Mc truyn t ti khch hng. Website l mt cng c giao tip ch i kt ni, nn nu khch hng khng kt ni vo, h s khng c nhng thng tin ca chng ta. Vi th tay bn cn vo gi vo hm th tng nh. V kh nng s b vt b khi cha c c s rt cao. Cn email, th s tc khc ti hm th in t trn my tnh ca khch hng. Email l mt phng tin giao tip hu hiu, khng th thiu c vi ngi s dng internet. Tn sut s dng email cng nhiu th kh nng c th ca bn s cng cao. So vi qung co banner, email c kh nng thu ht khch, v giao tip vi khch tuyt vi. Email c chi ph thp, c th gi vi tn sut cao, nn c th tng s ln tip xc vi khch hng, lng thng tin truyn ti ti khch hng ln nn rt ph hp vi giao tip khch hng. c bit i vi nhiu khch hng khng c thi gian lt web, bn ch c th tip xc vi h qua email. Email c gi ti nhng khch hng ng k email, nn ni cch khc i email c tc dng duy tr mi lin h i vi cc khch hng c khc vi banner (ch dng khai thc cc khch hng mi) Email c kh nng mi gi khch hng quay li mua hng. Email l cng c duy tr quan h vi cc khch hng c nhng c mt im quan trng bn khng c qun. l trong khch hng s c c khch hng

K nng Marketing trong Thng mi in t - Cu chuyn thnh cng ti Nht Bn

c v mi. Do vy bn cn cn nhc nn tp trung vo ngun khch no l hiu qu. Chng ta s cng so snh khch hng c v khch hng mi. Trc tin, v cao ca ro cn khi quyt nh mua hng, i vi khch hng mi l s bt an khi mua hng, nhng i vi nhng khch hng c tng mua hng ca bn ro cn ny hu nh khng cn na. H c th yn tm mua hng nn gi mua hng s cao hn. i vi khch hng mi bn cn qung co banner, mt thi gian chi ph gii thiu h mua hng tin tng, nhng i vi nhng khch hng tng mua hng th bn ch cn gi email l kh nng h quay l mua hng ca bn s rt cao v tn rt t chi ph. Tip n kh nng khch hng c ng nhng li bnh lun cho gian hng s cao hn khch hng mi. Do vy sau khi b nhiu chi ph c khch hng, th vic duy tr, gi lin lc vi h h tip tc mua hng ca mnh l vic rt quan trng. Tm li, email c nhng li th nh : - Gi r ( c th lp li nhiu ln) - Kh nng truyn ti thng tin ti khch hng cao. - Tnh ch ng cao ( khng phi ngi ch b ng ) Do , email c th c coi l cng c thu ht v duy tr giao tip khch hng tuyt vi. S dng email giao tip vi khch, duy tr vi khch c, l mt chin lc cc k quan trng quyt nh vn mnh ca ca hng. Do vy c th ni khng c email, th bn s kh lng thnh cng trong vic qung b, pht trin thnh cng gian hng ca bn trn internet. Nu bn ch to ra website m

K nng Marketing trong Thng mi in t - Cu chuyn thnh cng ti Nht Bn

khng dng email, th website ca bn khng khc g mt quyn cataloge trc tuyn. Do vy vic s dng song song email v website l iu kin tin quyt pht trin thng mi in t. 3. Gi th rc m khng c php ca ngi nhn s b ght. Email c kh nng thu ht khch hng rt mnh. Tuy nhin nu ngoi kh nng thu ht khch hng khi s dng ng cch, th vic s dng sai mc ch, khng c s cho php ca ngi nhn s to ra nhng phn cm v cng nguy him, do vy bn cn phi ht sc thn trong khi gi email. i khi bn nhn c email t nhng cng ty bn khng bit bn s c cm gic kh chu, khng hiu ti sao h li bit email ca bn, ri sinh ra nghi ng. Thc t l rt t khi ngi nhn c email ny s dng dch v hay mua hng ca bn. Trong thc t nu bn ly mt s lng ln email m bn khng r ngun gc ri gi th qung co vo hm email ca h, th s c rt nhiu ngi claim, phn nn v vic gi email ny. Nn vic xin li, i ph vi nhng khch hng ny s tn nhiu thi gian v cng sc. Nu bn c x khng ng mc, khng xin li khch hng th h s rt tc gin, ln ni xu, bu nh gian hng ca bn, v tn tht s rt ln. Trn internet, th nhng li m tiu, bi nh hnh nh ca mt gian hng rt nguy him. Nn vic trnh b ght, loi b ra khi cuc chi trn internet rt cn thit. Permission marketting l g ? Permission marketting (PM) l vic c khch hng chp thun trc khi tip cn h. Gii thch mt cch n gin hn v PM bn c th lin tng n v d sau :

K nng Marketing trong Thng mi in t - Cu chuyn thnh cng ti Nht Bn

l vic bn hng cho ngi qua ng s kh hn nhiu ln vi vic bn hng cho nhng khch hng vo xin bn catalogue - cung cp thng tin c sc hp dn i vi nhng ngi c quan tm cao. C th bn ngh l iu rt bnh thng, ti sao li cn em ra y bn bc trong vic marketting trn internet ? Trc y cng c gi thng tin cn thit ti khch hng tim nng c quan tm ch c mi th tay, hoc in nhng vic lm ny s tn rt nhiu chi ph, nn vic thc thi hu nh khng th. Tuy nhin k t khi email xut hin bin kh nng ny thnh hin thc. Ti dnh mt phn gii thch cng dng ca email trong vic marketing chm sc khch hng, cho nhng ngi qun l gian hng cha c kinh nghim trong vic s dng email tin hnh marketing. Tuy nhin c mt s ngi c kinh nghim s dng bin php ny, v c kin cho rng vic marketing email li thi. Ti c hi l do ti sao h li ngh nh vy th c nhng hi p nh: - phn ng sau khi gi mail t khch hng xung rt thp. - Bn thn h cng rt t khi c mail marketting t ngi bn. Tuy nhin, thc t trong nhng nm gn y c rt nhiu cng ty h s dng email marketing, do vy trong hm th ca khch hng lun trn ngp nhng email marketing ( c gi theo ngha xu l th rc). Do vy c th ni vic gi email vi ni dung nh kiu t ri ti khch hng c th li thi. By gi xu hng chuyn dn kiu khch hng s khng xem nhan email ri quyt nh c c hay khng m h xem ngi gi l ai sau mi quyt nh c c hay khng.

K nng Marketing trong Thng mi in t - Cu chuyn thnh cng ti Nht Bn

C th ni nhng th thut nht thi, nhng cu cho mi n tng khng cn hiu qu, thay vo l khch hng quan tm ti tin tng i vi ngi gi, xem h lm n c uy tn, c lin tc cung cp nhng thng tin b ch cho h khng ? Email ch l cng c, quan trng hn c vn l vic giao tip vi khch hng. i vi nhng ngi nhn ra iu ny th email marketing vn l mt bin php hiu qu trong vic tip cn khch hng. Ngc li i vi nhng ngi ch coi email l cng c pht tn thng tin kiu t ri th hiu qu email s gim v h s chuyn dn sang cc cng c marketing khc nh blog, SNS. i vi phng chm kinh doanh ca chng ti, Shopping is communication, Communication is entertainment, th email vn lun l mt cng c giao tip hiu qu. 4. Nu ch gi mail magazine th s lng ph ti nguyn, bn nn s dng thng tin ca khch hng theo nhiu cch khc nhau. Ti vatgia.com, ngi mua hng, thnh vin ng k, thnh vin hi thng tin, ng k nhn email, u ng k a ch email, nn chng ti u c th gi mail ti nhng thnh vin ni trn cho cc gian hng. Nhiu gian hng h ch dng li mc gi email magazine, tuy nhin c rt nhiu cch khc nhau s dng a ch email ca khch hng - Bn c th gi email bao gm thng tin sn phm, thng tin khuyn mi, tri thc chuyn mn ca ngi qun l, kinh nghim s dng, thng tin c ch vi khch hng. - Email cm n, dng cm n khch hng t hng ca gian hng. C nhiu ca hng h gi email theo kiu ngha v. Tuy nhin theo ti chng ta nn

K nng Marketing trong Thng mi in t - Cu chuyn thnh cng ti Nht Bn

gi email cm n, km theo gii thiu cc thng tin v sn phm mi, sn phm lin quan, to nn s ch , t m cho khch hng. - Email thng bo kt qu u gi, mua s lng nhiu, kt qu cho nhng ngi cung cp email cho vic tham gia gii thng. - S dng tnh nng lc email theo thi gian, khng gian, s ln mua hng ri gi email cho ng i tng cn thit - Email chm sc khch hng, sau khi khch hng mua hng, sau mt thi gian nht nh gi email hi xem hng ti cha? Ri gi mail xem h c hi lng vi mt hng h mua khng ? Hoc gi email nhng mt hng lin quan ti nhng hng h mua. Giao tip vi khch hng mt khong cch hp l, va phi. Khch hng thng s c nhng khong cch nht nh i vi gian hng. C ngi h ch n thun ng k thi m khng mun nhn bt k email no gy phin toi cho h, nhng c nhng ngi h mun nhn mi thng tin t ca hng v sn sn mua mi th t ca hng . i vi nhiu i tng khch hng nh vy m bn ch gi email vi ni dung ging nhau th kh c th ni l bn giao tip tt vi khch hng. i vi khch hng c khong cch vi gian hng nu bn c tip tc gi email mi cho mua hng c th h s xa email ca bn khng cho nhn , hoc s t chi nhn email t bn. Do vy khi bn gi email, bn cn thc c cm gic " truyn bng". Bn lm sao on c khch hng, bit h cn g, v h c chp nhn c s tip cn ca bn khng ? iu ny c th ni l mt ngh thut, lm sao n c v tip cn ng nhp vi khch hng. y ti gi l permission marketting ( tip cn khch hng mc cho php).

K nng Marketing trong Thng mi in t - Cu chuyn thnh cng ti Nht Bn

Nn vic la chn thng tin khch hng chp nhn rt quan trng. y ti chia thnh 4 loi i tng khch hng v chng ta s cng son email ph hp vi tng loi. - Thnh vin thng - Khch mua mt ln - Khch hng thng xuyn - Khch hng trung thnh, ngi tuyn truyn, qung co h gian hng. Thnh vin thng: l khch hng c khong cch ln nht i vi gian hng. H l nhng ngi ch ng k thng thng, nhng ngi tham gia u gi, tham gia gii thng, hay ni cch khc h l nhng ngi khch tim nng. Khch hng mua 1 ln: l khch hng tng mua hng mt ln, hoc khch hng mt ln tham gia u gi. Khch hng quen thuc: l khch hng n mua nhiu ln Khch hng trung thnh: C th ni cc khch hng ny l cc fan hm m ca hng, h lun truyn b thng tin ca ca hng cho nhng ngi khc. i vi 4 nhm khch hng ny bn la chn cc cch tip cn thch hp to rt ngn khong cch gia h vi gian hng, to ra nim tin h s quay li, v quay li c thm nim tin. thc hin c vng lp ny th phng php hu hiu nht chnh l email c th tip tc gi email n khch hng bn cn c s cho php ca h, v bn cn nim tin ca h i vi gian hng. V nim tin ny s c xc lp bi s giao tip lp i lp li nhiu ln gia khch hng v gian hng.

K nng Marketing trong Thng mi in t - Cu chuyn thnh cng ti Nht Bn

5. Cch thu ht khch hng tim nng. Chng ta s xem xt lm sao c th thu ht c khch hng tim nng mua hng ca chng ta. Ti tm gi l cch "tng nhn thc ca khch hng v gian hng". i vi nhng khch hng tim nng, thng ngi ta s dng email cng b kt qu trng thng khi h ng k.... Trong email ny th bn khng nn ghi nhng ni dung qung co hng ha v nhng khch hng phn ng tch cc s rt t, i khi h s ght v yu cu dng gi email. i vi nhng khch hng tim nng kiu ny nhn thc ca h v gian hng ca bn rt thp, hu nh h khng nh h u gi, hay ng k vo u trng thng, v cha bit g v bn, sn phm bn ang bn, v nhng g gi l hp dn t nhng sn phm . Do vy, ni dung email gi cho h nn dng mc mi h n vi gian hng ca bn. Vi mc ch tng thm hiu bit v quan tm ca h n vi bn. Tuy nhin lm tng nhn thc y khng ch dng li mc bit tn gian hng ca bn, m nn to ra cm gic cho khch hng khi no cn mua sn phm g h c th ngh ngay n gian hng ca bn ang bn ci h cn. Do vy bn cn a thng tin c th thu ht s quan tm ca khch hng. Lm cho h c cm gic cn click vo xem gian hng ca bn. V d: ng nhng thng tin khuyn mi, tng qu, thng tin c kh nng s em li li ch cho khch hng, trong nhng thng tin bn nn a 3 yu t gii hn: thi gian, s lng v i tng. Nhng iu s to cm gic cn phi xem ngay cho khch hng.

K nng Marketing trong Thng mi in t - Cu chuyn thnh cng ti Nht Bn

khch hng quan tm, bn c gng khng h ngh bn ang c bn hng cho h, m bn cn cung cp thng tin h c cm gic email ca bn c ch cho h.

K nng Marketing trong Thng mi in t - Cu chuyn thnh cng ti Nht Bn

V d: Vic cng b kt qu bn khng ghi trc tip vo email, m ch gi ng link n trang kt qu trong gian hng ca bn, sau hp dn khch vo xem. Nhng khch h ng k tham gia d thng, u gith vic gi email thng bo kt qu cho h l vic rt bnh thng, khng gy ra cm gic kh chu, v hiu qu s rt cao, t bn c th dn dt h bng cc thng tin khuyn mi khc, tng quan tm ca h vi gian hng ca bn. 6. Bn nn kt thn vi nhng ngi tng mua hng ca bn. Tip theo ti s bn ti vic chm sc khch hng tng mua hng mt ln ca gian hng. khch hng mua hng ca bn mt ln quay li tip tc mua hng, bn cn lin lc, quan tm lm cho h hiu hn v gian hng ca bn. C th ni khch hng mua hng ca bn mt ln nhng cha chc h xem c ht gian hng ca bn v cm thy gian hng ca bn hp dn. i khi h ch xem mi trang sn phm h cn mua, do vy bn cn lm cho h bit ngoi sn phm ra bn cn c nhiu sn phm khc vi nhng u i hp dn khc to cm gic t m, mun mua tip. V bng nhiu cch khc nhau bn nn tng tip im ca bn vi khch hng. Lm nh vy s tng kh nng khch hng quay li v mua hng ca bn. V cch lm hiu qu nht l qua email bn hng, v email magazine.

K nng Marketing trong Thng mi in t - Cu chuyn thnh cng ti Nht Bn

Ti ly v d c mt ca hng bn bnh ngt, bnh m trn vatgia.com. Ch ca hng thng xuyn gi nhng email hng dn lm nhng loi bnh ngt ngon hp dn cho cc khch hng tng mua hng. Khch hng h s cm thy c quan tm v mi khi ngh n mua bnh, h s quay li mua ca ca hng. Nu bn bn cng ngh bn c th gi cc mo, th thut v hng ha bn bn, gii thiu cc sn phm mi, nhng thng tin b ch trong c km thng tin khuyn mi hp dn khch hng gh vo thm gian hng ca bn. 7. Bin nhng khch hng thng xuyn thnh khch hng trung thnh ca bn. T kha thc hin c iu ny chnh l " tng thin cm ca khch hng i vi gian hng bn". Khch hng trung thnh l khch hng lun tm cch gii thiu qung co gian hng ca bn cho nhiu ngi khc, c th ni h l nhng ngi s ng gp tch cc nht vi s pht trin ca gian hng. Vic tng lng khch hng trung thnh c th ni l mt mc tiu ln nht bn nn quan tm. lm c iu ny bn cn lm khch hng hi lng v sn phm, dch v, v chnh sch phc v, v c ngi qun l gian hng. Bn thng xuyn phi suy ngh lm sao cung cp dch v, sn phm tt hn nhng g khch hng mong i. V d: Cch giao tip c th c th lm tng hi lng ca khch hng nh gi cho h nhng thng tin khuyn mi ( c gii hn) trc tin, nhng sn phm mi s lng c hn, to cho h cm gic c i x quan trng hn ngi khc. Lm cho h lun cm gic c quan tm mt cch st sao, hng nhng dch v c bit m nhng ngi khch thng khng c hng. 8. Lm cho khch hng bit v s tn ti, nhng im mnh ca gian hng bng cch tip cn thng xuyn.

K nng Marketing trong Thng mi in t - Cu chuyn thnh cng ti Nht Bn

Trong qu trnh tip cn cn t a v vo khch hng hiu c h suy ngh g, h cn g sn phm dch v ca chng ta. V nu s quan tm tinh t ca bn lp i lp li thng xuyn s to ra mt thi quen s dng sn phm ca bn mt cch trung thnh nht. Thi quen s dng trung thnh ca khch hng l kt qu ca php nhn nhng yu t sau : - S tha mn khi s dng sn phm dch v - Tnh cnh tranh so vi cc doanh nghip khc - n tng v gian hng, kin thc ca khch hng v s tn ti gian hng bn. Ti nhn mnh "php nhn" y c ngha l 1 trong 3 yu t trn v 0, th lng trung thnh s lp tc bin mt. S tha mn v tnh cnh tranh th bn c th d hiu, nhng nhng n tng, hnh nh gian hng trong u ca khch hng v cng quan trng. Bn cn lm sao khi khch hng ngh ti mua mt sn phm no th s ngh ngay ti gian hng ca bn. lm c iu ny th vic tip cn lin tc cung cp nhng thng tin hu ch cho khch hng, to du n v gian hng ca bn trong h l iu rt quan trng. u tin bt u t th cm n, sau l th bn hng, mail magazine, bn cn tm mi cch tip cn t nh, hu ch nht cho khch hng cho h nh v gian hng, nh v nhng chnh sch u i, nh v sn phm m bn ang bn. 9. Email tip khch s th hin tnh cch ca ngi qun l gian hng. Trong phn trc ti cp n s quan trng, v cch s dng email tip cn khch hng.

K nng Marketing trong Thng mi in t - Cu chuyn thnh cng ti Nht Bn

phn ny ti s cp n cch vit email to cm gic thn thin, rt ngn khong cch gia ca hng vi khch. Chng ta s cng suy ngh mt email hay s cn nhng yu t g. Ti s ly v d v mt email ca ca hng bn n gi cho khch hng nh k. Trong qu trnh phn tch bn cn lu email ging nh trang ch, ging nh trang sn phm, email cng l ni giao tip gia gian hng vi khch. Do vy bn cn lu 3 nguyn tc giao tip vi khch (d hiu, thn thin, d hnh ng), v c nhng yu t tc ng tch cc i vi khch hng nh "kch thch, l do, v gii hn". 10. Yu t " d hiu" ca email. u tin bn cn quan tm ti yu t ny, lm sao khch hng hiu ngay ln u nhn vo email. - To ra cc mc. u tin bn nn gi gn thng tin bn mun ni trong mn hnh u tin, sao cho khch hng khng cn ko thanh cun xung m c th bit email ca bn ni nhng g. iu ny cng tng t vi nguyn tc xy dng trang ch ca gian hng. Hin xu hng gi email n khch hng qung co thng tin khuyn mi ngy cng tng nn mt ngy khch hng s nhn c rt nhiu email. Do vy bn phi lm th no trong rt nhiu email , h c lt qua th s b hp dn, hiu nhng ni dung bn ng ti trong email. Bn lun phi coi khch hng lun bn rn, nn thng tin lun phi ngn gn, hp dn, d hiu. - Vit di 18 ch trong mt dng

K nng Marketing trong Thng mi in t - Cu chuyn thnh cng ti Nht Bn

Nu vit hn i khi email ca bn s b xung dng, lm hng mt hnh dng email bn mun truyn ti ti khch hng. - Bi m, gch chn, vit ch mu khc vi nhng im bn cn nhn mnh. - Khi xung dng bn phi iu chnh cho ch cc dng bn phi phi u nhau, to cm gic ngay ngn, nghim tc trong email ca bn. - Vit c 3-5 dng bn cn cch dng. To cm gic d hiu, thong trong email. - To ra nhng tiu n tng, cng mt cch. khch hng c th nhn bit email ca bn sau tiu . - S dng nhng thut ng d hiu. 11. a ra tnh cch ca ngi ch gian hng to cm gic thn thin vi khch hng. im th 2 c th to mt email hp dn khch hng chnh l "s thn thin". Nu bn c th a ra tnh cch, tnh con ngi ca ngi ch gian hng, bn s c th to c cm gic rt thn thin vi khch hng nh ang gp mt. Ban u bn khng c qun xng tn v cho hi khch hng. Cho rt thn thin, nhng cng khng qu thn thin nh bn b, v cng khng qu cng nhc, bn nn dng mc gia vn vit v vn ni. Ni th ny c th hi tru tng tuy nhin bn nn cm nhn cm gic vi khch hng, v vit nhng li l ph hp vi khong cch ny, to cm gic thn thin, va vn vi h l tt nht. 12. Bn c th to thm "hng v" bng 3 yu t "kch thch, l do, gii hn"

K nng Marketing trong Thng mi in t - Cu chuyn thnh cng ti Nht Bn

im th 3 trong 3 nguyn tc tip khch l "d hnh ng". Nu t c 2 yu t d hiu, thn thin bn s to c cm gic d s dng hnh ng cho khch hng. - Bn cn suy ngh to ra tiu email hp dn thu ht c s quan tm ca ngi c. C nhng ti liu thng k khong 70% khch hng s quyt nh c email hay khng l do tiu . - a nhng thng tin c li, c ch cho khch hng vo email hp dn h vo website ca mnh. - Thm 3 yu t "kch thch, l do, gii hn" tng kch thch i vi khch hng. 13. Bn cn truyn t cm xc, suy ngh ca ngi ch ca hng ti ngi c email. Ti xin gii thch thm cch khin khch hng d dng hn trong vic quyt nh mua hng ca bn. - To cm gic an tm, tin tng bng cm gic con ngi trong gian hng. Ti bn n yu t con ngi khi chng ta xy dng trang ch, v trong email cng ng nh vy. Ch cn to cho khch hng cm gic c ngi qun l, chm sc, v tip khch hng s lm cho khch hng cm thy yn tm hn Mt khc bn cn to cho khch hng cm gic ngoi h ra cng c nhiu ngi khc ang vo xem hng ha, to cm gic nhn nhp, no nhit h s c nim tin hn. Khch hng s suy ngh gian hng ny chc c g hp dn, hay hay y, h s t m hn. Do vy bn cn to ra nhng tnh nng o lng khch hng vo, khch mua, doanh s, mt hng no c nhiu ngi bnh chn, bnh lun nht.

K nng Marketing trong Thng mi in t - Cu chuyn thnh cng ti Nht Bn

- Lun gn link ca sn phm trong bi vit gii thch, thuyt minh sn phm ngi xem d dng click vo mua sn phm. - To ra cc ng dn trong sn phm vo cc din n, hi p, nh gi ngi xem c th vo tham kho thm thng tin, kin khch quan ca ngi khc. to cm gic tin tng h d a ra quyt nh hn. - Vit thng tin PR v gian hng to, r ni bt hn trong phn ch k - Gi thng tin cn thit gii hn cho tng vng. V d bn c ca hng H Ni, th bn nn tp trung gi thng tin vo cc khch hng H Ni mi h n thm gian hng. Nh th s hiu qu v tn chi ph hn trong vic gi email. Khi khch hng n trc tip ca hng h s tin tng hn, v c th quay tr v mua hng trn internet m khng cn lo lng g v gian hng na. Trn vatgia.com c nhiu gian hng h gi email vi ni dung rt hp dn, lng thng tin hp l. tuy nhin c nhiu cho rng vit mt email chnh chu nh vy s mt thi gian. Tuy nhin mt email hp l ch cn ngn gn, sng , v to cho khch hng cm gic d dng mua hng sau khi c email ca bn l c.

Chng V: Bin vic mua bn trn mng thnh mt nim vui cho khch hng. u gi, mua s lng ln.
1. To khng kh si ni bng hnh thc bn hng theo m hnh gii tr.

K nng Marketing trong Thng mi in t - Cu chuyn thnh cng ti Nht Bn

Ti gii thch chng ta cn s dng email, trang web truyn ti ti khch hng s vui thch v mua bn trn internet, v lm cho gian hng ca bn lm n pht t hn, vatgia.com a ra phng chm " shopping is entertaiment". V trong vatgia.com c hai cng c thng c s dng vic mua sm tr nn th v hn l "bn s" v "u gi". Trong phn ny ti xin gii thch v 2 cng c ny v cc cch s dng hai cng c ny trong vic pht trin gian hng ca bn. Trong thc t nhng sn phm "bn s" v "u gi" thng c mt sc hp dn rt ln vi i vi s ng khch hng. "Bn s" l hnh thc cng nhiu khch tp trung mua mt mt hng th gi mt hng s cng r cho tt c cc thnh vin khc. " u gi" l hnh thc nhiu ngi mun mua mt sn phm v ngi no tr cao nht s c quyn mua. y l hnh thc rt hp dn i vi nhng sn phm him. Sn phm em vo "bn s" v "u gi" thng c bn chy hn nhng sn phm cng loi bn theo hnh thc thng thng. Ti sao li nh vy ? Theo ti c 5 l do nh sau: - C nhiu ng dn n sn phm - C nhiu yu t con ngi trong ( do c nhiu ngi tham gia ) - Gii hn ( s lng v thi gian) - Mua c hng vi gi h mun mua. - Tnh tr chi, tnh hp dn. V im 1: "C nhiu ng dn n sn phm ". Khi bn ng k sn phm u gi, sn phm ca bn s c gii thiu trong mc u gi ca

K nng Marketing trong Thng mi in t - Cu chuyn thnh cng ti Nht Bn

vatgia.com thng qua ng link sn phm c gii thiu trong mc ny. Do vy ng vo gian hng ca bn s c tng ln. trn vatgia.com c rt nhiu ngi ch vo mc u gi mua hng, nn nu bn ng k hng ha vo y c hi c c khch hng mi s tng ln nhiu. Khi lng ngi vo tham gia u gi tng ln th sn phm ca bn c th c nm trong bng xp hng sn phm c quan tm nhiu nht, sn phm sp kt thc u gi, v nhiu mc khc s tng kh nng bn ca sn phm v qung co cho gian hng ca bn. V bn s cng vy, ch cn bn ng k sn phm ca bn vo mc bn s, th bn s c nhiu c hi bn hng hn. V im 2: Tnh con ngi. Khi c nhiu ngi tham gia vo u gi v bn s, th lng ngi truy cp vo gian hng ca bn s nhiu hn, v cc khch hng khc s c cm gic gian hng ca bn nhn nhp d mua hng hn. Trong gian hng s c tnh nng hin th s lng ngi ang tham gia u gi sn phm v ngi tham gia mua s hng ha ca gian hng. Cng nhiu ngi tham gia th s thu ht s t m ca nhiu ngi to ra vng lp hp dn thm nhiu ngi khc tham gia thm. 2. S dng hiu qu ca gii hn, to ra cm gic cao cp. Ti s gii thch thm 5 l do ti sao hng ha tham gia vo u gi v bn s li bn chy. V im 3: Yu t gii hn " thi gian, s lng, i tng khch hng", ti gii thch phn xy dng trang sn phm, y chnh l yu t thc y khch hng sm a ra quyt nh. Chnh v l do s to cho khch hng cm gic " nu khng tham gia by gi, s mt c hi. C mt s ngi bn hng ngh u gi l ni bn hng ha vi gi r. Nhng thc t li khng phi vy, c nhiu mt hng tham gia u gi c bn vi gi rt cao hn vi gi ban u.

K nng Marketing trong Thng mi in t - Cu chuyn thnh cng ti Nht Bn

Bn s cng to ra cm gic cng mua nhiu th cng c r trong mt khong thi gian v s lng b gii hn nn c rt nhiu khch hng ku gi bn b ngi quen cng mua hng nn trong mt thi gian ngn gian hng c th bn c mt lng ln sn phm. V im 4: " Hy vng mua c vi mc gi mong mun " s to ra mt s hp dn mnh vi hnh thc u gi v bn s. i vi u gi, nu gi khng tng qu cao th kh nng mua c hng vi gi r s rt cao. V i vi bn s ngi mua cng nhiu th s cng mua c r, nn hai hnh thc ny lun to ra cm gic k vng, thp thm cho khch hng. " C th mua c vi gi mong mun" hay ni cch khc i l " c th t quyt nh c gi ca sn phm", chnh cm gic ny to ra cm gic d dng tham gia vo 2 hnh thc mua bn ny. Chng ta cng th so snh tm l ca khch hng trc hai hnh thc mua bn thng thng v u gi. i vi hnh thc mua bn thng thng tham gia ngi bn phi vt qua hai ro cn: - Hng ha tt hay xu ? - Gi bn ca n c hp l hay khng ? Tuy nhin i vi u gi, ro cn th 2 s khng cn, ngi mua ch cn quan tm h c thch mt hng hay khng ? Hay mt hng c tt khng ? V h c th t do t gi mun mua.

K nng Marketing trong Thng mi in t - Cu chuyn thnh cng ti Nht Bn

Do vy vic tham gia vo mua sn phm s rt d dng, dn n nhiu ngi s tham gia, to nn s no nhit i vi sn phm , v li tip tc thu ht nhng ngi khc tham gia. Nn c th ni u gi l hnh thc rt d to danh sch khch hng tim nng bn tip cn trong tng lai. Sau khi t chc u gi mt sn phm, bn s c danh sch khch hng tim nng, bn c th gi email cm n h tham gia, ng thi gi km cc sn phm hp dn khc tng kh nng h s mua hng ha ca bn. V im 5: hng ha tham gia u gi v bn s bn c l tm l tr chi. Khi khch hng h tham gia u gi h s c cm gic vui mng khi chin thng vi gi h b, v cm thy tic nui khi b ngi khc mua mt. Khi tham gia bn s, h s lun thp thm xem c nhiu ngi mua tham gia sn phm ca h c th mua r hn khng ? V h s c cm gic hng phn khi mua c hng gi r. Chnh v vy cm gic tr chi s to ra cm gic vui thch khi tham gia. 3. khng kt thc vic mua bn bng vic bn hng gi r. Sn phm tham gia u gi v bn s s bn d hn cc mt hng khc. Tuy nhin nhng sn phm ny thng c bn vi mc gi thp hn thng thng. Nn khng lng ph c hi bn hng em li sau khi bn bn sn phm gi r bn cn c nhng tng khai thc ngun khch hng c trong tay. V vy, bn nn a ra tt c cc mc tiu khi a mt sn phm no ra u gi. 3.1. Tng s lng ngi vo gian hng Nh ti trnh by trn. Khi bn a sn phm vo u gi th sn phm ca bn s c nhiu ngi thy hn, v kh nng h s vo xem nhiu hn. V iu quan trng y bn cn dn dt th no khch hng tham gia u gi h c th xem thm nhng trang khc trong gian hng ca bn.

K nng Marketing trong Thng mi in t - Cu chuyn thnh cng ti Nht Bn

3.2. To ra cm gic vui, yn tm cho ton b gian hng. trn internet yu t thu ht khch hng tham gia mua hng l " yn tm" v "vui thch", v hai yu t ny u c th to c t u gi. u gi s to ra cm gic nhn nhp trong trang sn phm v ton b gian hng, nn nhng ngi tham gia h cm thy yn tm v vui thch. 3.3. Thu thp c thng tin khch hng c tim nng cao. Nu bn ch t chc chng trnh tng qu khuyn mi, th c nhiu ngi khng c kh nng mua hng, hay khng mun mua hng h cng tham gia ng k. Do vy khng th gi l khch hng tim nng, tuy nhin u gi s ht c nhng khch hng c tin, c mong mun mua hng tht s ti thi im , v nu bn bit khai thc bn c th bn hng cho h trong nhng c hi khc. 3.4. iu tra th trng. Khi bn c mt mt hng mi cn bn ra th trng m khng bit t gi ra sao, hoc bn ang mun nhp mt mt hng nhng khng bit nhp vi gi bao nhiu th hp l. Nhng lc nh vy bn c th a sn phm vo u gi xem th trng h tr gi bao nhiu cho sn phm . 3.5. X l hng tn kho. x l hng tn kho, bn c th a nhng sn phm ny tham gia u gi v bn s. S lng nhiu th bn cho vo u gi, s lng ln th bn cho bn s.

K nng Marketing trong Thng mi in t - Cu chuyn thnh cng ti Nht Bn

4. T chc u gi 1 VN tng dn thu thp danh b thng tin khch hng. u gi c rt nhiu hnh thc khc nhau, mi hnh thc u c im mnh v im yu. Nn bn cn suy ngh la chn hnh thc u gi ph hp vi mc ch ca bn. 4.1. Hin th gi u gi ( Open hoc closed) Hnh thc u gi m (open) l hnh thc khi khch hng tham gia u gi, h c th quan st c ton b nhng thng tin c u gi. Hnh thc u gi ng th ton b thng tin, lch s u gi s khng c cng b, hnh thc ny ngi mua s c cm gic nh tham gia mt tr chi v lun t m on xem gi c b l bao nhiu ? Trong trng hp c nhiu ngi mun mua hng ha th hnh thc u gi m s to ra cm gic cnh tranh v kh nng gi bn ra s c nng ln cao hn cn hnh thc u gi ng s d dng tp trung c nhiu khch hng hn. i vi hnh thc u gi m th khi gi mc 1 triu th ngi khng tr c hn 1 triu s khng th tham gia nn s b hn ch s ngi tham gia. Tuy nhin hnh thc u gi ng th mi ngi u c th giam gia khng phn bit gi c h tr th no nn lng ngi tham gia s rt ng. Hay ni ngc li u gi m s khng thu ht c khch hng, cn u gi ng th gi bn s khng c s cnh tranh y ln cao. 4.2. Phn loi da theo s lng sn phm em ra u gi. Khi ch c mt sn phm ti tm gi l u gi n ( single auction ), khi c 2 sn phm tr ln gi l Power auction. i vi power auction th gi cui cng cho nhiu sn phm s khc nhau.

K nng Marketing trong Thng mi in t - Cu chuyn thnh cng ti Nht Bn

V d: Vi 3 sn phm th gi s l 1 triu VN, 900.000 VN, 800.000 VN. Th ngi tr gi cao nht 1 triu VN s b thit so vi ngi tr gi 800.000 VN, do vy c th ni hnh thc ny s gy cm gic b thit thi khng vui cho ngi tr gi cao nht. Tuy nhin i vi hnh thc Single auction th kh mt thi gian lm trang u gi, trang tr th, nhng sau bn ht th s khng dng trang na, gy ra mt thi gian lng ph. 4.3. Gi mua ngay. Trong hnh thc u gi m vic thng bi thng c quyt nh ngay trc khi kt thc. C th rt thch nhng trong thi im sp kt thc m khng kt ni c vo mng tr gi, th c th ngi mua s khng mua c sn phm h mun. Do vy, trong u gi xut hin hnh thc gi mua ngay, tc l ngi bn s ra mc gi h mong mun bn, nu ngi mua ng tr vi mc gi th h s c th kt thc phin u gi sm, v mua hng theo h. Tuy nhin hnh thc ny c mt im yu l gi cui cng s khng bao gi cao hn gi mua ngay, gim tnh cnh tranh tr gi cao. Do vy i vi nhng dng sn phm cao cp th bn khng nn gi mua ngay. C nhiu trng hp ch gian hng mc gi mua ngay qu thp, s c khch hng h phn nn khng nn gi thp cho mt sn phm cao cp nh vy, m hy bn vi gi cao cho ngi hiu c gi tr ca n. bin cc cuc u gi thnh cng c qung b cho gian hng bn cn nhn bit nhng im mnh v yu ca tng hnh thc u gi, v s dng sao cho ph hp nht vi tng sn phm v hon cnh c th. 5. T chc bn s thu thp li bnh t khch hng v sn phm. Ging nh u gi, bn s l hnh thc kinh doanh c tnh tr chi cao. c bit hnh thc ny c kh nng li ko ngi mua bnh chn, nh gi v sn phm.

K nng Marketing trong Thng mi in t - Cu chuyn thnh cng ti Nht Bn

Chnh v c c trng ny nn c th ni bn s l hnh thc rt thch hp thc hin trn internet. Bn s l hnh thc cng nhiu ngi mua tham gia th gi cng r, nn nhng ngi h ng k mua th h s c ng c li ko ngi khc vo mua cng. tn dng ti a hiu qu c trng ca hnh thc ny, khi ng k mt hng vo mc bn s bn cn quan tm n nhng im sau : 5.1. Khng phi l s lng bn mun bn m l s lng chc chn bn c kh nng bn l bao nhiu ? cho hnh thc bn s vo qu o, th vic bn ht hng rt quan trng. Bn nn to ra cc phin m sn phm c bn ht nhn, bn li thng tin ca nhng ngi mua trn trang, v to ra cm gic c nhiu ngi xp hng mong mun mua sn phm ny, to cm gic nhn nhp trong gian hng ca bn. 5.2. To ra cc lut gim gi Vic thnh bi ca bn s ph thuc nhiu vo "lut gim gi". Lut gim gi bao gm gi khi u v mc gi gim t l vi lng ngi tham gia mua. V d: khi bn mun bn hoa qu th bn c th t mc gi nh sau: 1-49 qu gi 30.000 VN 50-100 qu gi 25.000 VN Trn 100 qu gi l 20.000 VN Bn nn ch gi ban u, nu cao qu s khng c ngi tham gia v s kt thc m khng bn c mt hng no.

K nng Marketing trong Thng mi in t - Cu chuyn thnh cng ti Nht Bn

B quyt to ra nhng t bn s thnh cng l gi ban u bn a ra phi hp dn c ngi vo tr gi, v ngi no vo tr gi, m khng c ngi mua tip theo th h s l ngi phi chu ri ro mua gi cao. Ngc li nhng ngi vo mua sau h s c mua vi gi r m khng phi chu ri ro. Do vy bn nn lut gim gi sao cho ngi ta mua mt n v sn phm gi cng phi gim, hn l phi t c mc my chc, my trm sn phm ri mi gim. 5.3. To ra cc u i cho nhng ngi tham gia u tin Chng ti s cho 5 ngi tham gia u tin quyn tham gia chng trnh ng k trng thng..... ht ngi tham gia u tin. 6. Khng c qun thng bo, chm sc cc khch hng tim nng K c u gi ln bn s, nu bn quan tm n c tnh ca hai hnh thc ny bn s thy vic a ra mc gi ban u v chn hnh thc p dng v cng quan trng. Tuy nhin nu ch dng li y th khng th ni bn tn dng ht li ch ca 2 hnh thc ny. Mc ch ca u gi v bn s khng ch dng li mc bn hng, m bn nn tn dng ngun khch hng lm gian hng ca bn nhn nhp hn, lm tng ton b doanh thu ca gian hng. Do vy bn cn tnh ton trc tt c nhng bc tip cn vi khch hng tim nng sau u gi th no? Lm sao tip tc gii thiu hng ha mi cho h, lm sao h hi lng hn vi dch v ca bn? C nhiu chng trnh u gi c t chc m khng c thng bo ti khch hng nn hiu qu khng cao. Do vy t chc mt chng trnh u gi thnh cng bn cn thng bo n khch hng trc khi u gi. c c s d liu ca khch hng bn c th t chc chng trnh ng k trng thng, tng qu.

K nng Marketing trong Thng mi in t - Cu chuyn thnh cng ti Nht Bn

7. iu tra marketting bng u gi trc Bn c th s dng u gi nh mt cng c iu tra th trng trc khi thc hin mt k hoch qung b hng ha. C mt ca hng bn rt nhiu trn vatgia.com, h tham gia c u gi v bn s, tuy nhin h bt ng ch chuyn sang bn xe my v b ton b mt hng khc. Ban u ca hng ny ng u gi mt chic xe my gi 1 VN, c rt nhiu ngi tham gia u gi, v trong c hn 50 ngi tr mc gi trn gi thnh ca ca hng mun bn. Sau h t chc u gi 50 sn phm xe my vi gi 1 VN v mt iu tuyt vi l c 50 sn phm ca h em u gi u c bn vi mc gi trn gi thnh ca h a ra. V sau khi ng 50 xe my u gi, li c thm 70 khch hng h khng mua c nhng vn tr gi cao hn gi thnh ca h, v h li tip tc nhp thm 70 ci na cho bn v bn ht. Do vy bn khng nn a qu nhiu sn phm u gi ngay t u v kh nng b tr gi di gi thnh l rt cao. Nn bn nn thm d iu tra trc theo hnh thc u gi 1 VN, ri sau mi nn a ra lng sn phm ph hp vi nhu cu trn th trng bn c vi mc gi thnh ca bn. 8. Xy dng mt k hoch kt ni vi doanh s. Nh ti trnh by trn vic u gi nh bn xe my khng ch l mt hnh ng n l, m bn phi tnh cho mt k hoch di hi. Bn phi coi u gi l mt cng c l bc u tin trong mt k hoch tm kim, khch hng, tng doanh s ca c gian hng. Chng ta cng xem mt v d sau y:

K nng Marketing trong Thng mi in t - Cu chuyn thnh cng ti Nht Bn

C mt ca hng bn hoa qu ban u h em u gi 100 kg qut c sn, chia thnh 100 hp khc nhau ri a vo u gi power auction. Kt qu l c 366 ngi tham gia u gi, v h c li. Bc 2 h t chc u gi 1 tn qut theo hnh thc trn, v theo h c hn 400 ngi tham gia u gi. n y l hnh thc u gi thng thng, nhng thc s ci h mun bn li khng phi l qut m h mun bn sn phm M n lin mn. Bc th 3 h t chc u gi bn 50 set qut v m n lin mn. V trc khi t chc u gi h gi mail thng bo v cuc u gi cho nhng ngi tham gia 2 phin trc. Nhng ngi tham gia u gi h mua qut, nhng sau h cng c thng thc lun mn M n lin mn. Bc th 4 h t chc bn s sn phm m n lin mn n c. V trc khi t chc h gi mail thng bo cho cc thnh vin n th mn ny, nh h vo vit li bnh, khen ngi sn phm. Chnh nh iu h thnh cng trong vic bn ra th trng mt lng ln sn phm m n lin mn ca gian hng. i vi bn s th vic thu thp thng tin ca khch hng tim nng trc khi t chc bn rt quan trng. Trong v d ny th gian hng c trong tay rt nhiu ngi h c dng th sn phm v h mun mua. V sau khi gi mail thng bo v sn phm bn s, khch hng quay tr li mua ca h rt nhiu. Nu ch c u gi v bn s n l th s kh a ra hiu qu ngay, m bn nn kt hp nhiu phng php, nhiu mt hng to nn hiu qu cng hng ln hn. 9. Email thng bo kt qu l c hi qung b tuyt vi.

K nng Marketing trong Thng mi in t - Cu chuyn thnh cng ti Nht Bn

Khch hng tham gia u gi l khch hng c kh nng mua hng ca bn rt cao. H chp nhn tr mt mc gi nht nh mong mun c sn phm trong tay, nn c th gi h l nhm khch hng cht lng cao. i vi nhng khch hng h mua sn phm th bn c th gi nhng hng ha lin quan n cho mi, xem h c quan tm khng ? i vi c hai i tng ny bn u c th gi mail tip cn h. y bn nn ly c gi mail l mail thng bo v kt qu u gi. V nhng ngi tham gia u gi hu nh h s c, nn y l c hi tuyt vi bn thm nhng sn phm lin quan, sn phm cng loi vo trong email. Nhng u i c bit kch thch tm l tiu dng ca khch hng. 9.1. Thng bo nhng phin u gi ang c t chc, nhng sn phm cng loi. Nhng khch hng tham gia u gi nhng tht bi, h thng c nhu cu mua tip, nn gi mail thng bo nhng sn phm cng loi, th h s rt quan tm v kh nng tham gia u gi tip s rt cao. 9.2. Qung b sn phm bn thng thng trong gian hng. C nhng email gi khch hng h vit nh sau: Nu bn mua thm hng ha trong ca hng chng ti tng cng trn 500.000 th chi ph vn chuyn 50.000 s c min ph. Nn c nhiu khch hng h u gi sn phm c 400.000 VN, th h s c dn thm mua thm 100.000 VN na h c min ph tin vn chuyn. 9.3. i vi bn s th mi ln gi h xung bn c th gi mail thng bo cho h l gi h v hin ti ang c mt s hng ha khc tng t ang c bn. Nhng ngi tham gia mua, th kh nng h mua thm c hng cc u i ny kia s rt cao.

K nng Marketing trong Thng mi in t - Cu chuyn thnh cng ti Nht Bn

Chng VI: Quan tm lm cho khch hng cm ng.


1. Dch v trn c mong i s rung ng khch hng. Tt c cc ch gian hng u mun to ra mt gian hng hp dn c khch hng, gian hng bn chy. lm cho khch hng thch gian hng ca bn, lm cho h mun mua hng t gian hng ca bn th bn cn phi lm g ? Cu tr li l bn phi cung cp mt dch v tt, vy mt dch v tt l g ? Ti s quay li v d gi bao th cm n trong thng hng gi ti khch hng. chng 1 ti cp n v d ny, khch hng t hng qua thng mi in t nhng khi hng n trong c mt bc th tay vit cm n ca ch ca hng, iu ny lm khch hng cm thy h c quan tm tn trng. Dch v tt y c th c nh ngha l dch v vt trn s mong i ca khch hng, dch v di mc mong i ca khch hng c th gi li dch v ti. Bn ch cn ngh ti nhng dch v g m bn cho l tt th hu ht bn mong i mt iu g m dch v bn s dng vt qua s mong i . iu khin mc mong i ca khch hng v nng cao tha mn. C mt im rt quan trng m bn cn quan tm l iu khin mc mong i ca khch hng. C ngha l bn khng c mc mong i ca khch hng mc qu cao, hay bn nn gim bt mc mong i ca h, th kh nng bn cung cp cho h mt dch v vt qua s mong i v lm h cm ng s rt cao. V d: v s tr li cu hi ca khch hng, i khi h hi vo ti th su, tuy nhin gian hng li ngh vo ngy th 7 v ch nht nn sng th hai mi tr li email c, nhng khch hng h khng bit c iu , nn h cho rng

K nng Marketing trong Thng mi in t - Cu chuyn thnh cng ti Nht Bn

ca hng ny lm n chm chp, khng tin tng c. Do vy iu ny khng xy ra bn cn ghi r trn trang ch l ca hng chng ti ngh ngy th by, ch nht, gim bt s k vng ca khch hng v dch v ca bn. Khi bn ghi r iu ny trn trang ch th mc mong i ca khch hng lc ny s l " th 2 h s tr li mail" . Tuy nhin lc ny sng th 7 m bn tr li email c cho khch hng th chc chn h s nh gi rt cao dch v ca bn. Mt khc bn cng nn bit rng s k vng ca hng khch hng vo dch v ca bn ngy cng cao. Quay tr li v d th tay cm n trong hp hng gi n, ln th nht h c th cm ng tuy nhin iu s tr thnh mc mong i bnh thng ca h, nn ln sau k c ca hng c gi 1 bc th nh th na th h cng khng cm thy l tt na m cho l bnh thng. V lc bn gi bc th in n cho khch th h s ngh l dch v ca ca hng ny ngy cng khng tt. Dch v tt c th iu khin mc mong i ca khch hng v lm cho h xc ng bi nhng hnh ng vt trn mong i ca h. Nhng mt khc bn lun phi thc lm sao tip tc cung cp cho khch hng nhng dch v cao hn nhng g h mong i. y c mt im bn nn l tm ra nhng phn h khng mong i v tm cch p ng, nh ng vo nhng g h khng mong i. i tng m khch hng thng t hy vng c 2 loi. Sn phm v ngoi sn phm (dch v ). y c mt im bn khng c qun l khch hng lun c mt s mong i nht nh v sn phm. V khch hng h tr tin cho sn phm nn h c sn mt mong i v sn phm. Mt khc gian hng thng gi email qung co v nhng im tt, im hay ca sn phm nn trong u khch hng lun sn c mt mong i

K nng Marketing trong Thng mi in t - Cu chuyn thnh cng ti Nht Bn

trc khi mua hng. V d h tr 500.000 VN mua li mt gi tr l 500.000 VN cho nn khi sn phm nh h mong i n th h cng khng ly g l xc ng g c. Phn nn l c hi tuyt vi tng ngi hm m. Mc k vng ca khch hng tr thnh chun ca "dch v tt hay khng tt " , c ngha l bn ngh mnh c c gng th no i na th cng khng c ngha g c. V d : trong trng hp bn lin lc vi khch hng nhiu ln tr li nhng cu phn nn ca khch hng, tuy nhin h vn khng ng . Th thng bn s ngh ti sao mnh c n mc ny ri m khch hng vn khng chp nhn nh? Trong trng hp ny c th ni rng mc phc v ca bn cha vt qua c s k vng v dch v ca khch hng. Do vy bn cn bnh tnh, xem i phng k vng iu g ? Mc nh th no ? V bn cn p ng s k vng nh th no ? Nu bn lm c iu ny th khch hng h s cm thy tha mn v h c th yu thch s dng dch v ca bn. S phn nn l c hi bn to ra ngi hm m. Thc t c mt ngi ch ca hng ni nh sau: i vi gian hng ca chng ti khi c ngi no phn nn, th nhn vin chng ti u rt vui v h c c hi phc v tt hn. Thng nhng khch hng h phn nn, nu chng ta c x ng cch p ng tt nhng yu cu ca h th h s tr thnh "ngi hm m" gian hng ca chng ta. Khi dch v ca chng ta khng vt qua c mc k vng ca h th h s phn nn, v h s nh gi thp gian hng ca chng ta. Mc k vng ca h s gim xung, th lc ny l thi im tt nht lt ngc tnh th, ly li cm tnh ca h bng nhng dch v tt.

K nng Marketing trong Thng mi in t - Cu chuyn thnh cng ti Nht Bn

2. Thng qua tr li blog, din n, ngi ch gian hng c th quyt nh c sn phm. V d c th v vic i ng vi nhng li phn nn, chng ta c th cng xem mt trng hp c vit ln din n ca gian hng.

K nng Marketing trong Thng mi in t - Cu chuyn thnh cng ti Nht Bn

Trc ti xin ni mt cht v ngha ca din n trong gian hng. Khi khch hng h tm c sn phm mong mun, nhiu khch hng h s quan tm n cht lng phc v ca ca hng th no, v thng ni h vo xem u tin l din n, ni nh gi ca nhng ngi s dng v dch v gian hng. y nu c nhiu li bnh, nhiu li khen ngi th khch hng c th yn tm khi mua hng ha t gian hng. H c th bit c cm gic sau khi dng dch v ca ngi khc, nhng sn phm h mua l g ? Cht lng th no ? Sau khi c nhng cu hi, nhng li bnh ca khch hng khc h c th xem tc tr li ca ch ca hng t no ? Ngi ch tr li th no ? Nhn vo khch hng c th nh gi c thi ca ngi ch, tnh cch ca h v xem c th tin tng c hay khng ? Nu din n c nhiu ngi tham gia mt cch no nhit th khch mi vo h s c cm gic c ci g hay hay y, h s t m v xem nhiu trang ca gian hng, v c hi mua hng ca bn s tng ln nhiu ln. Ch cn ngi khch khc h ghi l " ti dng sn phm ny tt" ch cn mt cu ni thi c th gip khch hng khc a ra quyt nh mua hng rt n gin. Ngc li ch cn mt li ch v sn phm ngay lp tc s lm khch hng phn vn. Do vy vic i ng vi nhng li phn nn, cu hi trong din n mt cch nhanh chng, thch hp v cng quan trng trong vic thuyt phc c khch hng sm ra quyt nh mua hng ca bn. Khng phi ch c din n m c th l blog ca ngi ch gian hng cng c th lm tt chc nng ny. y ti xin a ra mt v d v mt ca hng bn hi sn. Trn din n ca ca hng c khch ghi h tht vng v sn phm h mua khng ng vi ca h, tuy nhin sau khi c ngi ch gian hng gii quyt rt tn tnh v gi cho h mt mt hng xin li h, lm h hi lng, v ngi khch tr thnh mt ngi ng h nhit tnh cho gian hng .

K nng Marketing trong Thng mi in t - Cu chuyn thnh cng ti Nht Bn

Trong trng hp ca ca hng khc, khch hng sau khi mua hng h ku rng mt hng h nhn khng ng, cht lng khng tt,( mt hng c gi tr khng cao lm) th ca hng ni vi khch h c s dng sn phm nh l hng khuyn mi xin li khch hng, v h s gi hng ng theo khch hng yu cu n sau. Nu lm c nh th th chc chn khch hng h s hi lng v quay tr li vi gian hng. Vn t ra y nu so snh s tin vn chuyn hng ha ngc tr li gian hng + chi ph tm kim khch hng mi th s vt qua mt s tin nht nh i khi c ln hn gi tr hng ha bn gi nhm th tt nht bn nn tng hng ha cho khch hng h hi lng s tt hn l ly li hng ri mt lun khch hng . nh mt nim tin, 3 iu ti k trn din n. Nu bn s dng din n ng cch th s em li nhiu li ch cho bn, nhng nu khng ng cch th c th s gy nh hng rt ln gian hng ca bn. Ti xin a ra 3 iu ti k m bn khng nn phm phi. - Xa li phn nn Khi bn xa li phn nn th ngi khch vit li phn nn s coi gian hng c che giu khuyt im, li lm v h s in ln vit nhng li phn nn ti t hn, nh thm du vo la. Bn nn nguyn li phn nn v tr li h mt cc thnh thc. Tuy nhin i vi nhng li l th tc mang tnh bi nh th bn c th xa, v nhng li ni s nh hng n tm l ca ngi khc. - B mc li phn nn i vi nhng khch hng vit li phn nn, bn c th gi in hay gi email gii quyt xong th bn cng khng nn b mc m khng tr li quan

K nng Marketing trong Thng mi in t - Cu chuyn thnh cng ti Nht Bn

tm. V c nhiu khch hng h tham gia din n h s ngh bn khng quan tm n khch hng, nn bn nn tr li chi tit, hoc ghi chng ti tr li bn qua in thoi ri mong bn hi lng. lm ngi khc nhn vo h s cm thy gian hng bn lm n c uy tn, trc sau. - Cng khai thng tin c nhn. Bn tuyt i khng c lm l thng tin c nhn ca khch hng. n y chc bn cng nhn ra s nh hng ca din n i vi gian hng ri. Tuy nhin c mt vn i vi nhng gian hng mi l din n ca h khng c khch hng no vo vit g ht. Do vy h vit li bnh vo din n trong gian hng th bn nn gi mail trong c ng link ca din n thu ht khch hng vo vit cm tng, hoc bng nhiu n lc khc khch hng h vo vit, ch khng nn ngi i. Bn nn ngh ra cch khch hng h vit ri vo vit tip. Nhn y ti cng xin chia s b quyt kch thch khch hng vit vo din n gian hng ca bn. - Tr li nhanh. Khi h va vit cu hi ngay lp tc nhn c cu tr li th h s rt thch, v c kh nng s hi tip. - Li ni thn thin, d gn - Tr li gp i Vit tr li vi lng gp i ni dung ca cu hi. - Kim tra lch s mua hng - Vit theo hnh thc cu hi, kch thch khch hng vit tip

K nng Marketing trong Thng mi in t - Cu chuyn thnh cng ti Nht Bn

Ngoi ra bn c th t chc trao thng cho nhng ngi tham gia vit din n to thm ng lc cho h vit. 3. S hp dn ca gian hng l s nhn i lng thng tin trao i Ti a ra cch to mt gian hng lm khch hng thch th, quan tm l phi cung cp mt dch v tt. y cn mt im na l lng thng tin trao i vi khch hng. tng c lng thng tin trao i vi khch hng bn cn ch tm vo vic lm tng thng tin. u tin ti xin c nh ngha vic giao tip trn vatgia.com c ngha l g? - Truyn t s hp dn ca gian hng ( vui thch, yn tm, tin li) ti khch hng, v h cm nhn c nhng iu . - khch hng ni nhng g h suy ngh, h k vng chng ta....

K nng Marketing trong Thng mi in t - Cu chuyn thnh cng ti Nht Bn

Do vy khi chng ta gi n khch hng mt thng tin m h nhn nhng khng tr li, khng c kin g ht th khng th gi l giao tip c. i khi h nhn, h c kin ny kia nhng h khng th truyn t c ti chng ta do h khng thy tin li, th c th ni chng ta ang thiu i nhng cng c giao tip. C th ni internet l mt phng tin lng nghe kin phn hi t khch hng rt hiu qu. Trc y chng ta ch c th gi th tay, post card, hoc cm nhng phiu iu tra n tng nh ly thng tin, kin ca khch hng, nhng gi y thng qua internet bn c th lm iu ny trong thi gian ngn vi chi ph rt thp. V khch hng h lun mun ni kin ca h, nu cung cp cho h mt cng c v ch lng nghe, hi p thng tin mt cch chn thnh nht i vi h. Trn vatgia.com c mc vatgia.com/hoidap, y l ni khch hng c th ni tm t, nguyn vng, khc mc ca h, v ca hng v nhiu thnh vin khc c th tr li quan tm n h. Nh c hi p, nh c ni tham kho kin ca mi ngi nhiu khch hng tham kho v c th ra quyt nh chnh xc hn khi tiu dng. Bn c th tng khch hng yu thch gian hng ca bn bng cch tng cng i thoi, ni chuyn vi h. Trn vatgia.com chng ti coi hp dn ca mt ca hng s bng hai ln lng thng tin ca hng i thoi vi khch hng. Ti c quan st nhng ca hng lm n tt trn vatgia.com thng l nhng ca hng h lun tng cng giao tip vi khch hng. H cng trao i, giao lu vi khch hng nhiu th h cng bn c hng. ng nhin cht lng ca nhng cuc trao i ni chuyn nh vy cn phi c bo m, dn dt khch hng n hnh ng cui cng l mua hng v tha mn h.

K nng Marketing trong Thng mi in t - Cu chuyn thnh cng ti Nht Bn

L do "hai ln" ti nhn mnh y, bn c th hiu c bng vic so snh Mass marketing v internet. Mass marketing l phng php marketing c c im, ly i thoi theo kiu 1 i vi s ng, mt hng, gin tip. Ngi ta thng giao tip vi khch hng thng qua nhng phng tin truyn thng c in nh TV, bo, tp ch. Tuy nhin Internet marketting li c mt c im hon ton ngc li, bn c th giao tip 1 i vi 1, giao tip hai chiu, trc tip. Bn c th nhn kin trc tip t khch hng, bn c th nhn thy khch hng v i thoi vi h cht ch hn. Mt khc, cc gian hng h c thc hin giao tip vi khch hng c chiu su, th h thng thu thp c nhng kin rt qu bu t khch hng thc hin ci thin vic kinh doanh ca mnh, v lm cho gian hng ca mnh ngy cng tr nn hp dn hn. Do vy c th ni gian hng cng cung cp dch tt th h cng c nhng ngi khch yu thch mua hng t gian hng . Khi bn c nhiu khch hng trung thnh th h s ghi rt nhiu li bnh tt cho bn. y c th ni l ti sn qu gi nht trn internet v nhng thng tin ny s t nhin truyn ti nhng tn hiu tt n nhiu khch hng khc m bn khng mt cng thc hin. ca cu ni " s hp dn ca gian hng s bng hai ln lng thng tin ca gian hng giao tip vi khch hng" , c th hin ch lng thng tin giao tip tng, v s khch hng yu thch gian hng cng tng, th gian hng ca bn s c gii thiu n nhiu khch hng hn. Do vy vic tng lng thng tin bnh chn, nh gi thng qua vic lun thc hin i thoi vi khch hng c th ni l mt mc tiu quan trng i vi cc gian hng mun kinh doanh trn internet. Tuy nhin bn khng c coi internet l mt cng c mass marketting gi r, ri bn t tin thu thp thng tin khch hng gi n h nhng email mi cho

K nng Marketing trong Thng mi in t - Cu chuyn thnh cng ti Nht Bn

hng m khng c s ng ca h. Lm nh th bn s khng tu c kt qu g c, ngc li bn c th b ght. C th ni internet l mt ni giao tip tuyt vi cho tt c mi ngi, tuy nhin bn cn phi c mt cch hiu ng n, s dng internet em li li ch lu di cho vic kinh doanh ca bn. 4. Cc bc t chc cc chng trnh vui chi c thng tng lng khch vo mua hng 4.1. Thu ht khch hng Gi thng tin v chng trnh trng thng tng qu vo cc site tng qu, lm tng lng khch vo thm gian hng 4.2. Tng lng khch hng mi thng qua cc chng trnh tng qu ai cng c th d dng tham gia c. 4.3. Tip khch Tng nhn thc v sn phm, tng trung thnh ca khch hng bng vic to cho h nhiu nim vui thch khi mua hng t gian hng, tng lng khch hng trung thnh h nh gi tt v gian hng, h gii thiu nhng khch hng mi cho gian hng 4.4. Tng khch Tng lng khch hng trung thnh, sau lun chm sc h bng cc email c thng tin hp dn b ch ti h, lm h quan tm hn n nhng sn phm mi, tng doanh s ca gian hng.

K nng Marketing trong Thng mi in t - Cu chuyn thnh cng ti Nht Bn

5. To khng kh nhn nhp trong gian hng ca bn bng cch li ko khch hng ni iu h mun ni. C mt gian hng kinh doanh v bia, nhn ngy Valentine, h c a ra mt chng trnh tm cu ni chc valentine hay nht. Sau khi tuyn chn s gi cho 5 ngi xut sc nht 3 thng bia hng nht. Mt iu ngc nhin l c hn 500 ngi vo a ra nhng cu chc rt hp dn th v. Ca hng bn bia ny h rt tinh , lun to ra nhng chng trnh hp dn theo ma bn hng rt tt, tuy nhin ln valentine gian hng ny tng c doanh s bn bia nh mt tng rt nh. Ban u h cho khch hng nh v chng trnh ny, sau khi c c danh sch khch hng tham gia, th h gi i mt email "Bia tuyt ho cho l tnh nhn" gi tt c cho thnh vin, v ng nhin s c nhiu ngi mua hng t h. im mu cht ca chng trnh trn c th tm tt li trong 3 im 5.1. Gi cho khch hng ni chuyn. Khch hng h lun c tm s, c nhiu iu mun ni. hy gi , to ra nhng ch mi ngi tham gia bnh lun 5.2. Nhng thng tin do khch hng gi ti l nhng tm huyt, nhng tnh cm chn thnh ca h. Nhng chng trnh ng k tng qu bnh thng khch hng thng khng nh h ng k u v bao nhiu ca hng ri. Nhng i vi nhng chng trnh gi cho h ni tm t, tnh cm, s thch, ni bun ca h vo th h s rt nh. iu ny khng phi ai cng tham gia, ai cng mun by t, tuy nhin nhng ngi h tham gia l nhng ngi h c mt s quan tm c bit v c n tng vi gian hng-ngi to ra chng trnh . Do , c th ni khch hng tham gia l khch hng cht lng cao.

K nng Marketing trong Thng mi in t - Cu chuyn thnh cng ti Nht Bn

5.3. K hoch ban u khng nn to ra mt n tng l k hoch ch bn hng. Bn a ra mt k hoch t nhin, k hoch, lm cho mi ngi tham gia h cm thy t nhin, khng phi tham gia mc mu gian hng v phi mua hng. Nh th khch hng s tham gia rt v t, v bn s c nhng ngi bn chn thnh, v bn c th khai thc bn hng cho h trong tng lai gn nu nhu cu trng khp. V mt iu quan trng na, ngi ch gian hng nn tch cc tham gia vo cc chng trnh h to ra, cm nhn, c nhng iu chnh sao cho chng trnh hp dn nht, th v nht v t hiu qu cao nht.

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