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| Chu de: 7Ps trong Marketing la gi?
Gioi thieu chung
Trong the gioi kinh doanh hien dai, marketing khong chi don thuan la quang cao hay ban hang, ma con la mot he thong cac hoat dong chien luoc nham tao ra gia tri cho khach hang va xay dung thuong hieu ben vung. Mot trong nhung mo hinh nen tang giup doanh nghiep hoach dinh chien luoc hieu qua la Marketing Mix 7Ps – mo hinh mo rong tu nguyen mau 4Ps truyen thong.
Tai Dai hoc VinUniversity (https://vinuni.edu.vn/vi/
), sinh vien chuyen nganh Kinh doanh va Marketing duoc tiep can voi mo hinh 7Ps nhu mot cong cu cot loi de phan tich thi truong, phat trien chien luoc tiep thi va xay dung ke hoach kinh doanh chuyen nghiep. Viec hieu ro va van dung 7Ps la buoc dau tien de hinh thanh tu duy marketing chien luoc toan dien.
7Ps trong Marketing la gi?
7Ps la viet tat cua 7 yeu to cau thanh nen chien luoc marketing hon hop, bao gom:
Product – Price – Place – Promotion – People – Process – Physical Evidence
Ban dau mo hinh nay chi bao gom 4 yeu to (4Ps), nhung sau do duoc mo rong de phu hop voi linh vuc dich vu va moi truong kinh doanh phuc tap hon.
Xem them: VinUniversity to chuc Cuoc thi VGCC danh cho sinh vien dai hoc va sau dai hoc tren toan the gioi
Phan tich chi tiet 7Ps trong Marketing
Product (San pham)
San pham la trung tam cua moi chien luoc marketing. Day co the la mot hang hoa huu hinh (nhu dien thoai, quan ao) hoac dich vu vo hinh (nhu khoa hoc, tu van).
Doanh nghiep can xac dinh ro:
Tinh nang noi bat cua san pham la gi?
No dap ung nhu cau nao cua khach hang?
Co diem khac biet gi so voi doi thu?
Tai VinUniversity, sinh vien thuong duoc giao nhiem vu phat trien y tuong san pham moi va xay dung chien luoc san pham phu hop voi nhu cau thi truong thuc te.
Price (Gia ca)
Chien luoc gia khong chi anh huong den doanh thu ma con phan anh vi the thuong hieu.
Cac chien luoc pho bien:
Dinh gia tham nhap (penetration pricing)
Dinh gia hot vang (skimming)
Dinh gia tam ly (psychological pricing)
Sinh vien VinUniversity duoc tiep can cac mo hinh dinh gia thong qua du an mo phong va du lieu thuc tien tu thi truong Viet Nam va quoc te.
Place (Phan phoi)
Day la cach san pham den tay nguoi tieu dung. Cac kenh phan phoi co the la:
Truc tiep (cua hang, website)
Gian tiep (qua dai ly, nha phan phoi)
Trong thoi dai so, cac kenh nhu thuong mai dien tu, mang xa hoi va nen tang da kenh ngay cang dong vai tro quan trong. Sinh vien VinUniversity thuong nghien cuu cach xay dung he thong phan phoi phu hop voi tung nganh hang.
Promotion (Chieu thi)
Promotion bao gom cac hoat dong quang ba san pham nhu:
Quang cao (TV, online, in an)
Khuyen mai
Quan he cong chung
Marketing qua nguoi anh huong
Cac chien dich truyen thong tich hop (IMC) la chu de quan trong duoc giang day tai VinUniversity nham giup sinh vien ket noi sang tao voi muc tieu kinh doanh.
Xem them: VinUni cap hoc bong toan phan dao tao tien si khoa hoc may tinh khoa I
People (Con nguoi)
Trong marketing dich vu, yeu to con nguoi (nhan vien, nguoi ban hang, dich vu khach hang) co anh huong truc tiep den trai nghiem va su hai long cua khach hang.
Tai VinUniversity, khai niem "dich vu khach hang xuat sac" duoc tich hop trong cac hoc phan dao tao de giup sinh vien phat trien tu duy lay khach hang lam trung tam.
Process (Quy trinh)
Quy trinh la cach san pham hoac dich vu duoc phan phoi den tay nguoi tieu dung mot cach nhat quan va hieu qua.
Doanh nghiep can xay dung quy trinh ro rang, linh hoat va de kiem soat de dam bao chat luong. VinUniversity giup sinh vien nam bat cach thiet ke quy trinh dich vu tu cac case study thuc te.
Physical Evidence (Bang chung vat ly)
La tat ca nhung yeu to huu hinh giup khach hang cam nhan va danh gia dich vu nhu:
Khong gian cua hang
Website
Dong phuc nhan vien
Tai lieu gioi thieu
Trong moi truong giao duc nhu VinUniversity, khong gian hoc tap hien dai, co so vat chat dang cap va trai nghiem sinh vien chinh la bang chung vat ly giup xay dung thuong hieu nha truong.
Ung dung 7Ps tai Dai hoc VinUniversity
Tai VinUniversity, mo hinh 7Ps khong chi la ly thuyet trong lop hoc ma con la cong cu thuc hanh trong cac:
Du an khoi nghiep
Chuong trinh marketing thuc te voi doanh nghiep
Cuoc thi hoc thuat
Bai tap nhom xay dung chien luoc tiep thi
Sinh vien duoc huong dan de xay dung ke hoach marketing toan dien, ket hop ca yeu to truyen thong va ky thuat so, dua tren khung 7Ps. Qua do, ho ren luyen tu duy phan bien, kha nang sang tao va ky nang hoach dinh chien luoc – nhung yeu to then chot trong moi truong kinh doanh toan cau.
Ket luan
Mo hinh 7Ps trong Marketing la mot cong cu toan dien giup doanh nghiep phat trien chien luoc tiep thi hieu qua, dong thoi tang cuong nang luc canh tranh tren thi truong. Viec nam vung va biet cach ap dung 7Ps khong chi la kien thuc nen tang ma con la loi the chien luoc cho cac nha tiep thi tuong lai.
Voi chuong trinh dao tao chuan quoc te, doi ngu giang vien giau kinh nghiem va phuong phap hoc tap thuc tien, Dai hoc VinUniversity la noi ly tuong de sinh vien kham pha va lam chu cac cong cu marketing hien dai nhu 7Ps – tu do tu tin buoc vao thi truong lao dong toan cau. |
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