{"id":49018,"date":"2024-06-24T10:30:18","date_gmt":"2024-06-24T03:30:18","guid":{"rendered":"https:\/\/jobsgo.vn\/blog\/?p=49018"},"modified":"2024-07-12T17:07:02","modified_gmt":"2024-07-12T10:07:02","slug":"stp-la-gi","status":"publish","type":"post","link":"https:\/\/jobsgo.vn\/blog\/stp-la-gi\/","title":{"rendered":"STP L\u00e0 G\u00ec? T\u00ecm Hi\u1ec3u V\u1ec1 M\u00f4 H\u00ecnh Chi\u1ebfn L\u01b0\u1ee3c STP Trong Marketing"},"content":{"rendered":"\n
Trong m\u00f4i tr\u01b0\u1eddng kinh doanh c\u1ea1nh tranh gay g\u1eaft nh\u01b0 hi\u1ec7n nay, vi\u1ec7c x\u00e2y d\u1ef1ng chi\u1ebfn l\u01b0\u1ee3c Marketing hi\u1ec7u qu\u1ea3 l\u00e0 ch\u00eca kh\u00f3a d\u1eabn \u0111\u1ebfn th\u00e0nh c\u00f4ng cho m\u1ecdi doanh nghi\u1ec7p. V\u00e0 m\u00f4 h\u00ecnh STP ch\u00ednh l\u00e0 m\u1ed9t trong nh\u1eefng c\u00f4ng c\u1ee5 \u0111\u1eafc l\u1ef1c \u0111\u01b0\u1ee3c r\u1ea5t nhi\u1ec1u t\u1eadp \u0111o\u00e0n \u00e1p d\u1ee5ng \u0111\u1ec3 t\u1ed1i \u01b0u h\u00f3a hi\u1ec7u qu\u1ea3 Marketing c\u1ee7a m\u00ecnh. V\u1eady <\/em>STP l\u00e0 g\u00ec<\/a><\/em><\/strong>?<\/em> B\u00e0i vi\u1ebft n\u00e0y s\u1ebd cung c\u1ea5p cho b\u1ea1n nh\u1eefng th\u00f4ng tin chi ti\u1ebft nh\u1ea5t.<\/em><\/p>\n M\u1ee5c l\u1ee5c<\/p> STP<\/strong><\/a> l\u00e0 vi\u1ebft t\u1eaft c\u1ee7a t\u1eeb \u201cSegmentation, Targeting v\u00e0 Positioning\u201d – m\u1ed9t kh\u00e1i ni\u1ec7m quan tr\u1ecdng trong l\u0129nh v\u1ef1c Marketing. \u0110\u00e2y l\u00e0 chi\u1ebfn l\u01b0\u1ee3c gi\u00fap doanh nghi\u1ec7p x\u00e1c \u0111\u1ecbnh v\u00e0 l\u1ef1a ch\u1ecdn th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau, \u0111\u1ed3ng th\u1eddi \u0111\u1ecbnh v\u1ecb s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 c\u1ee7a m\u00ecnh trong t\u00e2m tr\u00ed kh\u00e1ch h\u00e0ng m\u1ed9t c\u00e1ch hi\u1ec7u qu\u1ea3.<\/p><\/blockquote>\n STP t\u01b0\u01a1ng \u1ee9ng v\u1edbi 3 giai \u0111o\u1ea1n c\u01a1 b\u1ea3n m\u00e0 doanh nghi\u1ec7p ph\u1ea3i tr\u1ea3i qua khi ti\u1ebfn h\u00e0nh chi\u1ebfn l\u01b0\u1ee3c Marketing m\u1ee5c ti\u00eau:<\/p>\n Hi\u1ec3u m\u1ed9t c\u00e1ch \u0111\u01a1n gi\u1ea3n, khi tri\u1ec3n khai chi\u1ebfn l\u01b0\u1ee3c STP, doanh nghi\u1ec7p s\u1ebd ph\u00e2n chia th\u1ecb tr\u01b0\u1eddng th\u00e0nh c\u00e1c ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng ri\u00eang bi\u1ec7t v\u1edbi nh\u1eefng \u0111\u1eb7c t\u00ednh, nhu c\u1ea7u kh\u00e1c nhau. Ti\u1ebfp theo, h\u1ecd s\u1ebd t\u1eadp trung v\u00e0o m\u1ed9t ho\u1eb7c m\u1ed9t v\u00e0i ph\u00e2n kh\u00fac m\u00e0 doanh nghi\u1ec7p c\u00f3 th\u1ebf m\u1ea1nh c\u1ea1nh tranh \u0111\u1ec3 \u00e1p d\u1ee5ng c\u00e1c chi\u1ebfn l\u01b0\u1ee3c Marketing ph\u00f9 h\u1ee3p. \u0110i\u1ec1u n\u00e0y nh\u1eb1m \u0111\u1ecbnh v\u1ecb r\u00f5 r\u00e0ng, t\u1ea1o d\u1ea5u \u1ea5n v\u00e0 duy tr\u00ec nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u nh\u1ea5t qu\u00e1n trong t\u00e2m tr\u00ed c\u1ee7a nh\u00f3m kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau.<\/p>\n Xem th\u00eam: 9 b\u01b0\u1edbc <\/strong>x\u00e2y d\u1ef1ng chi\u1ebfn l\u01b0\u1ee3c Marketing<\/strong><\/a> hi\u1ec7u qu\u1ea3 cho doanh nghi\u1ec7p<\/strong><\/p>\n Vi\u1ec7c \u00e1p d\u1ee5ng chi\u1ebfn l\u01b0\u1ee3c STP<\/strong> trong Marketing mang l\u1ea1i r\u1ea5t nhi\u1ec1u l\u1ee3i \u00edch cho doanh nghi\u1ec7p, ti\u00eau bi\u1ec3u ph\u1ea3i k\u1ec3 \u0111\u1ebfn:<\/p>\n B\u1eb1ng c\u00e1ch t\u1eadp trung v\u00e0o m\u1ed9t ho\u1eb7c m\u1ed9t v\u00e0i ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng c\u1ee5 th\u1ec3, doanh nghi\u1ec7p c\u00f3 th\u1ec3 hi\u1ec3u r\u00f5 h\u01a1n v\u1ec1 nhu c\u1ea7u, s\u1edf th\u00edch, th\u00f3i quen, h\u00e0nh vi v\u00e0 k\u1ef3 v\u1ecdng c\u1ee7a kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau. T\u1eeb \u0111\u00f3, h\u1ecd s\u1ebd \u0111i\u1ec1u ch\u1ec9nh v\u00e0 t\u1ed1i \u01b0u h\u00f3a s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 c\u0169ng nh\u01b0 chi\u1ebfn l\u01b0\u1ee3c ti\u1ebfp th\u1ecb \u0111\u1ec3 \u0111\u00e1p \u1ee9ng m\u1ed9t c\u00e1ch t\u1ed1i \u0111a mong \u0111\u1ee3i c\u1ee7a kh\u00e1ch h\u00e0ng. Khi kh\u00e1ch h\u00e0ng c\u1ea3m nh\u1eadn \u0111\u01b0\u1ee3c n\u1ed7 l\u1ef1c c\u1ee7a doanh nghi\u1ec7p, h\u1ecd s\u1ebd c\u00e0ng tr\u1edf n\u00ean g\u1eafn b\u00f3 h\u01a1n v\u1edbi th\u01b0\u01a1ng hi\u1ec7u v\u00e0 \u00edt c\u00f3 kh\u1ea3 n\u0103ng chuy\u1ec3n sang \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh.<\/p>\n V\u00ed d\u1ee5, h\u00e3ng Mercedes-Benz t\u1eadp trung v\u00e0o ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng cao c\u1ea5p v\u1edbi c\u00e1c d\u00f2ng xe sang tr\u1ecdng, \u0111\u1eaft ti\u1ec1n v\u00e0 h\u1ecd duy tr\u00ec ch\u1ea5t l\u01b0\u1ee3ng v\u01b0\u1ee3t tr\u1ed9i v\u1ec1 d\u1ecbch v\u1ee5 ch\u0103m s\u00f3c kh\u00e1ch h\u00e0ng. Chi\u1ebfn l\u01b0\u1ee3c n\u00e0y gi\u00fap Mercedes x\u00e2y d\u1ef1ng \u0111\u01b0\u1ee3c l\u1ef1c l\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng trung th\u00e0nh l\u00e2u n\u0103m, s\u1eb5n s\u00e0ng chi tr\u1ea3 gi\u00e1 cao \u0111\u1ec3 s\u1edf h\u1eefu nh\u1eefng chi\u1ebfc xe \u0111\u1eb3ng c\u1ea5p.<\/p>\n Khi ch\u1ec9 t\u1eadp trung v\u00e0o m\u1ed9t ho\u1eb7c m\u1ed9t s\u1ed1 ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng nh\u1ea5t \u0111\u1ecbnh, doanh nghi\u1ec7p c\u00f3 th\u1ec3 t\u1ed1i \u01b0u h\u00f3a ngu\u1ed3n l\u1ef1c v\u1ec1 t\u00e0i ch\u00ednh, nh\u00e2n l\u1ef1c v\u00e0 ho\u1ea1t \u0111\u1ed9ng ti\u1ebfp th\u1ecb. Thay v\u00ec ph\u00e2n t\u00e1n ngu\u1ed3n l\u1ef1c cho nhi\u1ec1u chi\u1ebfn d\u1ecbch qu\u1ea3ng c\u00e1o, khuy\u1ebfn m\u00e3i, h\u1ecd t\u1eadp trung v\u00e0o \u0111\u00fang \u0111\u1ed1i t\u01b0\u1ee3ng. H\u1ecd c\u00f3 th\u1ec3 l\u1ef1a ch\u1ecdn k\u00eanh ti\u1ebfp th\u1ecb ph\u00f9 h\u1ee3p, x\u00e2y d\u1ef1ng n\u1ed9i dung thu h\u00fat \u0111\u00fang ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau, qua \u0111\u00f3 t\u1ed1i \u01b0u chi ph\u00ed.<\/p>\n Vi\u1ec7c t\u1eadp trung nghi\u00ean c\u1ee9u v\u00e0 ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m d\u1ecbch v\u1ee5 cho t\u1eebng ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng c\u1ee5 th\u1ec3 s\u1ebd gi\u00fap doanh nghi\u1ec7p c\u00f3 nh\u1eefng s\u1ea3n ph\u1ea9m d\u1ecbch v\u1ee5 ph\u00f9 h\u1ee3p v\u00e0 \u0111\u00e1p \u1ee9ng \u0111\u01b0\u1ee3c nhu c\u1ea7u \u0111\u1eb7c th\u00f9 c\u1ee7a t\u1eebng nh\u00f3m kh\u00e1ch h\u00e0ng. \u0110i\u1ec1u n\u00e0y gi\u00fap t\u1ea1o ra l\u1ee3i th\u1ebf c\u1ea1nh tranh v\u01b0\u1ee3t tr\u1ed9i so v\u1edbi \u0111\u1ed1i th\u1ee7.<\/p>\n Ngo\u00e0i ra, khi hi\u1ec3u r\u00f5 v\u1ec1 th\u1ecb hi\u1ebfu, nhu c\u1ea7u v\u00e0 xu h\u01b0\u1edbng ti\u00eau d\u00f9ng c\u1ee7a ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng, doanh nghi\u1ec7p c\u00f3 th\u1ec3 d\u1ef1 \u0111o\u00e1n tr\u01b0\u1edbc v\u00e0 k\u1ecbp th\u1eddi c\u1ea3i ti\u1ebfn, n\u00e2ng c\u1ea5p s\u1ea3n ph\u1ea9m d\u1ecbch v\u1ee5 \u0111\u1ec3 \u0111\u00e1p \u1ee9ng nh\u1eefng thay \u0111\u1ed5i trong t\u01b0\u01a1ng lai, gi\u1eef v\u1eefng v\u1ecb tr\u00ed d\u1eabn \u0111\u1ea7u tr\u00ean th\u1ecb tr\u01b0\u1eddng.<\/p>\n Xem th\u00eam: 14<\/strong> m\u00f4 h\u00ecnh ph\u00e2n t\u00edch chi\u1ebfn l\u01b0\u1ee3c Marketing<\/strong><\/a> d\u00e0nh cho doanh nghi\u1ec7p<\/strong><\/p>\n Nh\u01b0 \u0111\u00e3 n\u00f3i \u1edf tr\u00ean, STP <\/strong>g\u1ed3m 3 y\u1ebfu t\u1ed1 ch\u00ednh l\u00e0 ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng, th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau v\u00e0 \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u. \u0110\u00e2y c\u0169ng ch\u00ednh l\u00e0 3 giai \u0111o\u1ea1n ch\u00ednh m\u00e0 doanh nghi\u1ec7p c\u1ea7n th\u1ef1c hi\u1ec7n khi tri\u1ec3n khai chi\u1ebfn l\u01b0\u1ee3c n\u00e0y.<\/p>\n Segmentation (Ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng) l\u00e0 giai \u0111o\u1ea1n \u0111\u1ea7u ti\u00ean v\u00e0 r\u1ea5t quan tr\u1ecdng trong chi\u1ebfn l\u01b0\u1ee3c STP. \u0110\u00e2y l\u00e0 qu\u00e1 tr\u00ecnh chia nh\u1ecf th\u1ecb tr\u01b0\u1eddng t\u1ed5ng th\u1ec3 th\u00e0nh c\u00e1c nh\u00f3m kh\u00e1ch h\u00e0ng kh\u00e1c nhau d\u1ef1a tr\u00ean c\u00e1c \u0111\u1eb7c \u0111i\u1ec3m, nhu c\u1ea7u v\u00e0 h\u00e0nh vi t\u01b0\u01a1ng \u0111\u1ed3ng. Vi\u1ec7c ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng gi\u00fap doanh nghi\u1ec7p hi\u1ec3u r\u00f5 h\u01a1n v\u1ec1 t\u1eebng nh\u00f3m kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng, t\u1eeb \u0111\u00f3 c\u00f3 th\u1ec3 thi\u1ebft k\u1ebf s\u1ea3n ph\u1ea9m v\u00e0 chi\u1ebfn l\u01b0\u1ee3c marketing ph\u00f9 h\u1ee3p, \u0111\u00e1p \u1ee9ng t\u1ed1t nh\u1ea5t nhu c\u1ea7u c\u1ee7a h\u1ecd.<\/p>\n C\u00f3 nhi\u1ec1u c\u00e1ch \u0111\u1ec3 ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng, d\u1ef1a tr\u00ean c\u00e1c ti\u00eau ch\u00ed kh\u00e1c nhau:<\/p>\n Trong th\u1ef1c t\u1ebf, doanh nghi\u1ec7p th\u01b0\u1eddng k\u1ebft h\u1ee3p nhi\u1ec1u ti\u00eau ch\u00ed ph\u00e2n kh\u00fac \u0111\u1ec3 nh\u1eadn di\u1ec7n r\u00f5 r\u00e0ng h\u01a1n v\u1ec1 c\u00e1c nh\u00f3m kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau.<\/p>\n Vi\u1ec7c ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng l\u00e0 r\u1ea5t quan tr\u1ecdng v\u00ec n\u00f3 doanh nghi\u1ec7p hi\u1ec3u r\u00f5 h\u01a1n v\u1ec1 s\u1ef1 kh\u00e1c bi\u1ec7t gi\u1eefa c\u00e1c ph\u00e2n kh\u00fac \u0111\u1ec3 c\u00f3 th\u1ec3 thi\u1ebft k\u1ebf s\u1ea3n ph\u1ea9m v\u00e0 chi\u1ebfn l\u01b0\u1ee3c marketing ph\u00f9 h\u1ee3p v\u1edbi t\u1eebng \u0111\u1ed1i t\u01b0\u1ee3ng c\u1ee5 th\u1ec3.<\/p>\n Xem th\u00eam:<\/strong> Chi\u1ebfn l\u01b0\u1ee3c ti\u1ebfp th\u1ecb l\u00e0 g\u00ec<\/strong><\/a>? L\u00e0m sao \u0111\u1ec3 x\u00e2y d\u1ef1ng chi\u1ebfn l\u01b0\u1ee3c ti\u1ebfp th\u1ecb?<\/strong><\/p>\n Targeting (L\u1ef1a ch\u1ecdn th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau<\/a><\/strong>) l\u00e0 giai \u0111o\u1ea1n th\u1ee9 hai trong chi\u1ebfn l\u01b0\u1ee3c STP, sau khi \u0111\u00e3 ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng. \u0110\u00e2y l\u00e0 qu\u00e1 tr\u00ecnh m\u00e0 doanh nghi\u1ec7p l\u1ef1a ch\u1ecdn m\u1ed9t ho\u1eb7c nhi\u1ec1u ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng \u0111\u1ec3 t\u1eadp trung ngu\u1ed3n l\u1ef1c ph\u1ee5c v\u1ee5. Khi l\u1ef1a ch\u1ecdn th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau, doanh nghi\u1ec7p c\u1ea7n \u0111\u00e1nh gi\u00e1 v\u00e0 c\u00e2n nh\u1eafc nhi\u1ec1u y\u1ebfu t\u1ed1 quan tr\u1ecdng nh\u01b0 quy m\u00f4 v\u00e0 ti\u1ec1m n\u0103ng t\u0103ng tr\u01b0\u1edfng, kh\u1ea3 n\u0103ng sinh l\u1eddi, \u0111\u1eb7c \u0111i\u1ec3m c\u1ea1nh tranh,…<\/p>\n Ngo\u00e0i ra, t\u00f9y thu\u1ed9c v\u00e0o ngu\u1ed3n l\u1ef1c v\u00e0 chi\u1ebfn l\u01b0\u1ee3c kinh doanh, doanh nghi\u1ec7p c\u00f3 th\u1ec3 \u00e1p d\u1ee5ng m\u1ed9t s\u1ed1 ph\u01b0\u01a1ng ph\u00e1p l\u1ef1a ch\u1ecdn th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau:<\/p>\n1. STP L\u00e0 G\u00ec? Chi\u1ebfn L\u01b0\u1ee3c STP L\u00e0 G\u00ec?<\/strong><\/span><\/h2>\n
\n
2. Nh\u1eefng L\u1ee3i \u00cdch Chi\u1ebfn L\u01b0\u1ee3c STP Mang L\u1ea1i<\/strong><\/span><\/h2>\n
2.1 Gia T\u0103ng L\u00f2ng Trung Th\u00e0nh C\u1ee7a Kh\u00e1ch H\u00e0ng<\/strong><\/span><\/h3>\n
2.2 Ti\u1ebft Ki\u1ec7m Chi Ph\u00ed Ti\u1ebfp Th\u1ecb\u00a0<\/strong><\/span><\/h3>\n
2.3 C\u1ea3i Ti\u1ebfn S\u1ea3n Ph\u1ea9m D\u1ecbch V\u1ee5\u00a0<\/strong><\/span><\/h3>\n
3. C\u00e1c Giai \u0110o\u1ea1n C\u1ee7a Chi\u1ebfn L\u01b0\u1ee3c STP\u00a0<\/strong><\/span><\/h2>\n
3.1 X\u00e1c \u0110\u1ecbnh Ph\u00e2n Kh\u00fac Th\u1ecb Tr\u01b0\u1eddng\u00a0<\/strong><\/span><\/h3>\n
\n
3.2 X\u00e1c \u0110\u1ecbnh Th\u1ecb Tr\u01b0\u1eddng M\u1ee5c Ti\u00eau<\/strong><\/span><\/h3>\n