Cho cc bn! Hm nay chng ta s cng tm hiu v thng hiu nhnh. Vy, thng hiu nhnh l g?

(ch cn ch) Thng hiu nhnh l s kt hp ca thng hiu m vi mt ci tn mi, dng m rng th trng sn phm, dch v tung ra th trng. Hng nm trn th gii c hng triu thng hiu nhnh ra i, v i khi mt trong s chng thm ch cn ni ting v thnh cng hn c thng hiu m. Nhng, vic xy dng mt thng hiu nhnh thnh cng l khng h d dng. Mt v d y l bi hc pht trin thng hiu nhnh ca 2 nh sn xut t ln hng u th gii l Toyota v General Motor. Nm 1990, GM hng xe hi hng u M lc by gi khai sinh ra Saturn 1 dng xe bnh dn vi chin dch Marketing khc bit, c n nhn rng khp v cng c vng chc thm v th ca GM. n nm 2007, GM nghin cu v cho ra mt thng hiu nhnh Saturn Aura, trn tr t tin hng n phn khc hng sang ang l xu hng mi trn th gii, nhng tht ng ngc nhin, n nhanh chng gp tht bi. Saturn Aura hon ton tiu chun vt qua cc tiu ch cht lng, gi c v kiu dng, nhng n khng th c ngi tiu dng phn khc hng sang chp nhn v gi nh n thng hiu Saturn bnh dn. Nm 2009, GM tuyn b khai t Saturn v cht vt vi cng cuc ci t, Toyota son ngi tr thnh thng hiu ng u th gii mt cch d dng. Tri ngc vi n l cu chuyn ca Toyota, thng hiu Nht Bn thnh cng trong th trng xe hi gi trung bnh cho ra i chic xe phn khc hng sang Lexus vo nm 1989. n thng 11 nm 1999, Lexus bn c 1 triu chic trn th trng M v ti nm 2006 dng xe ny c mt ti 68 quc gia v vng lnh th trn th gii. Toyota v cng sng sut khi khng gii thiu mu xe ny nh mt thng hiu nhnh m t cho n mt ci tn hon ton mi v khng c mt chi tit hay du n no gi nh n thng hiu m. y l mt quyt nh v cng to bo, v n thnh cng. Nh cc bn thy y, nu mun xy dng mt thng hiu nhnh thnh cng, bn khng ch cn quan tm n cht lng hay gi c, m cn phi tm hiu nhn thc ca ngi tiu dng, cho d thng hiu m v cng ni ting. Tht bi ca GM v

thnh cng ca Toyota chnh l bi hc ln cho cc cng ty ton cu v qun tr thng hiu. Hy vng rng clip ny cung cp c mt s kin thc b ch cho cc bn, cm n v theo di ^^~