Khc bit ha thng hiu

Nu bn c kh nng c bit v c th vn dng kh nng ca mnh mt cch hu ch,

bn to c li th ring trong cuc sng. i vi thng hiu cng vy, do cn
phi chm cht to s khc bit cho thng hiu. Con ngi chng ta khc bit nh
yu t di truyn, mi trng v bi nhng s la chn m chng ta quyt nh.

Cc nh kinh doanh nhng thng hiu s-c-la ny tm cch to c s khc bit cho
sn phm ca mnh v th hin s khc bit qua bn sc nhn din ca thng hiu.

i vi thng hiu, hai yu t sau l nhng yu t m chng ta cn ch trng, l mi

trng kinh doanh c th trong phn khc th trng m doanh nghip cnh tranh v s la
chn ca doanh nghip i vi vic s tip th sn phm ca mnh nh th no trong phn khc
th trng .

cc bi vit trc trong chuyn v thng hiu, chng ta bn ti nghin cu ni b

doanh nghip v nghin cu th trng bn ngoi, gip doanh nghip xc nh nhng mc
tiu ca thng hiu v hiu r mi trng m thng hiu hot ng. Nhng thng tin thu
tm c t cc nghin cu ny l nn tng cn thit c th xc lp mt chin lc khc
bit ha thc s ngha. S dng kt qu nghin cu, bn c th lit k mt danh sch cc
kha cnh c th m thng hiu ca bn khc bit so vi cc i th. Nhng im khc bit
ny cn phi c phn tch k m bo rng, mi im khc bit s thc s hu ch khi
gip thng hiu ca bn to c li th cnh tranh.

Trc tin, mi im khc bit trong danh sch ni trn cn phi c th thch bi cu hi:
L do no s khin cho khch hng tim nng thc s tin iu ny?. Tip n, bn cn m t
r nhng li ch m tng im khc bit s mang li cho khch hng. Trn thc t, c hai kiu
li ch khc nhau v chng ta cn cn nhc k lng tng nhm ch li ny. R rng nht
chnh l nhm li ch mang tnh chc nng hay cn gi l li ch l tnh. Chng hn, nu mt
thng hiu ch bin thc phm s dng nguyn liu hon ton khng c thuc tr su th
l mt li ch l tnh r rng v mang tnh cnh tranh cao m chng ta c th s dng. Bn
cng cn xc nh r im khc bit s mang li nhng li ch g v mt cm xc cho khch
hng, bi v cm xc l yu t ht sc quan trng trong vic thit lp mt thng hiu mnh.
i vi mt thng hiu thc phm m bo khng s dng thuc tr su, li ch cm tnh
tng ng c th l n s gp phn to nn mt phong cch sng lnh mnh cho cc h gia
nh.
Khi chng ti gip cc doanh nghip lp danh sch nhng im khc bit ca thng hiu, sau
khi tt c cc phng n c phn tch v xem xt, chng ti nhn thy rng thng ch
cn li khong mi im mnh. Nhng im ny s rt hu ch khi s dng trong cc hot
ng truyn thng thng hiu thng xuyn v lin tc. Tuy nhin, thit lp c s cho mt
chin lc khc bit ha chnh thc nhm nh hng cho chng trnh xy dng bn sc
nhn din thng hiu mang tnh chin lc, chng ta ch c th s dng mt vi im khc
bit ni tri nht. Th trng ngy nay c v vn thng hiu v thng hiu ca bn c th
chim hu c mt v tr ng nh trong tm tr khch hng, bn phi trnh to ra mt chn
dung qu phc tp, m ch nn nhn mnh cc c tnh thng hiu quan trng nht.

D theo cch no chng na th vic thc hin chu o qu trnh ny s mang li nhng li ch
rt ln. Mt khi bn xy dng c chin lc khc bit ha r rng v sc tch cho thng
hiu ca mnh, bn s c c s tt thit lp nhng mi lin h cm xc thc s c ngha
vi cc khch hng. Qua , bn c th s dng nhng g c rt c lm nn tng cho
vic xy dng mt h thng bn sc nhn din thng hiu mnh. Vy l, s dng nhng kha
cnh gip bn to s khc bit s mang li cho bn nhng li th chin lc trn th trng
cnh tranh.

Khc bit ha thng hiu

Nu bn c kh nng c bit v c th vn dng kh nng ca mnh mt cch hu ch, bn

to c li th ring trong cuc sng. i vi thng hiu cng vy, do cn phi chm
cht to s khc bit cho thng hiu. Con ngi chng ta khc bit nh yu t di truyn,
mi trng v bi nhng s la chn m chng ta quyt nh.

i vi thng hiu, hai yu t sau l nhng yu t m chng ta cn ch trng, l mi

trng kinh doanh c th trong phn khc th trng m doanh nghip cnh tranh v s la
chn ca doanh nghip i vi vic s tip th sn phm ca mnh nh th no trong phn khc
th trng .

cc bi vit trc trong chuyn v thng hiu, chng ta bn ti nghin cu ni b

doanh nghip v nghin cu th trng bn ngoi, gip doanh nghip xc nh nhng mc
tiu ca thng hiu v hiu r mi trng m thng hiu hot ng. Nhng thng tin thu
tm c t cc nghin cu ny l nn tng cn thit c th xc lp mt chin lc khc
bit ha thc s ngha. S dng kt qu nghin cu, bn c th lit k mt danh sch cc
kha cnh c th m thng hiu ca bn khc bit so vi cc i th. Nhng im khc bit
ny cn phi c phn tch k m bo rng, mi im khc bit s thc s hu ch khi
gip thng hiu ca bn to c li th cnh tranh.

Trc tin, mi im khc bit trong danh sch ni trn cn phi c th thch bi cu hi:
L do no s khin cho khch hng tim nng thc s tin iu ny?. Tip n, bn cn m t
r nhng li ch m tng im khc bit s mang li cho khch hng. Trn thc t, c hai kiu
li ch khc nhau v chng ta cn cn nhc k lng tng nhm ch li ny. R rng nht
chnh l nhm li ch mang tnh chc nng hay cn gi l li ch l tnh. Chng hn, nu mt
thng hiu ch bin thc phm s dng nguyn liu hon ton khng c thuc tr su th
l mt li ch l tnh r rng v mang tnh cnh tranh cao m chng ta c th s dng. Bn
cng cn xc nh r im khc bit s mang li nhng li ch g v mt cm xc cho khch
hng, bi v cm xc l yu t ht sc quan trng trong vic thit lp mt thng hiu mnh.
i vi mt thng hiu thc phm m bo khng s dng thuc tr su, li ch cm tnh
tng ng c th l n s gp phn to nn mt phong cch sng lnh mnh cho cc h gia
nh.

Khi chng ti gip cc doanh nghip lp danh sch nhng im khc bit ca thng hiu, sau
khi tt c cc phng n c phn tch v xem xt, chng ti nhn thy rng thng ch
cn li khong mi im mnh. Nhng im ny s rt hu ch khi s dng trong cc hot
ng truyn thng thng hiu thng xuyn v lin tc. Tuy nhin, thit lp c s cho mt
chin lc khc bit ha chnh thc nhm nh hng cho chng trnh xy dng bn sc
nhn din thng hiu mang tnh chin lc, chng ta ch c th s dng mt vi im khc
bit ni tri nht. Th trng ngy nay c v vn thng hiu v thng hiu ca bn c th
chim hu c mt v tr ng nh trong tm tr khch hng, bn phi trnh to ra mt chn
dung qu phc tp, m ch nn nhn mnh cc c tnh thng hiu quan trng nht.

D theo cch no chng na th vic thc hin chu o qu trnh ny s mang li nhng li ch
rt ln. Mt khi bn xy dng c chin lc khc bit ha r rng v sc tch cho thng
hiu ca mnh, bn s c c s tt thit lp nhng mi lin h cm xc thc s c ngha
vi cc khch hng. Qua , bn c th s dng nhng g c rt c lm nn tng cho
vic xy dng mt h thng bn sc nhn din thng hiu mnh. Vy l, s dng nhng kha
cnh gip bn to s khc bit s mang li cho bn nhng li th chin lc trn th trng
cnh tranh.