{"id":58643,"date":"2023-11-11T09:46:06","date_gmt":"2023-11-11T02:46:06","guid":{"rendered":"https:\/\/jobsgo.vn\/blog\/?p=58643"},"modified":"2024-10-31T09:28:56","modified_gmt":"2024-10-31T02:28:56","slug":"phan-khuc-khach-hang-la-gi","status":"publish","type":"post","link":"https:\/\/jobsgo.vn\/blog\/phan-khuc-khach-hang-la-gi\/","title":{"rendered":"Ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng l\u00e0 g\u00ec? C\u00e1ch \u0111\u1ec3 x\u00e1c \u0111\u1ecbnh ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng"},"content":{"rendered":"\n
Ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng<\/strong><\/a> l\u00e0 m\u1ed9t y\u1ebfu t\u1ed1 quan tr\u1ecdng trong chi\u1ebfn l\u01b0\u1ee3c ti\u1ebfp th\u1ecb c\u1ee7a m\u1ecdi doanh nghi\u1ec7p. B\u1eb1ng vi\u1ec7c hi\u1ec3u r\u00f5 v\u00e0 ph\u00e2n chia kh\u00e1ch h\u00e0ng th\u00e0nh c\u00e1c nh\u00f3m c\u1ee5 th\u1ec3, doanh nghi\u1ec7p c\u00f3 th\u1ec3 t\u1ed1i \u01b0u h\u00f3a chi\u1ebfn l\u01b0\u1ee3c ti\u1ebfp th\u1ecb v\u00e0 cung c\u1ea5p s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 m\u1ed9t c\u00e1ch hi\u1ec7u qu\u1ea3.<\/em><\/p>\n M\u1ee5c l\u1ee5c<\/p> Ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng<\/strong> (ph\u00e2n \u0111o\u1ea1n kh\u00e1ch h\u00e0ng) l\u00e0 qu\u00e1 tr\u00ecnh chia nh\u1ecf th\u1ecb tr\u01b0\u1eddng ho\u1eb7c t\u1eadp kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau th\u00e0nh c\u00e1c nh\u00f3m nh\u1ecf h\u01a1n d\u1ef1a tr\u00ean c\u00e1c \u0111\u1eb7c \u0111i\u1ec3m c\u1ee5 th\u1ec3. V\u00ed d\u1ee5 nh\u01b0 s\u1edf th\u00edch, h\u00e0nh vi mua s\u1eafm, tu\u1ed5i t\u00e1c, gi\u1edbi t\u00ednh, thu nh\u1eadp, v\u1ecb tr\u00ed \u0111\u1ecba l\u00fd hay b\u1ea5t k\u1ef3 y\u1ebfu t\u1ed1 n\u00e0o kh\u00e1c c\u00f3 th\u1ec3 \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn c\u00e1ch h\u1ecd t\u01b0\u01a1ng t\u00e1c v\u1edbi s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 c\u1ee7a m\u1ed9t doanh nghi\u1ec7p.<\/p><\/blockquote>\n M\u1ee5c ti\u00eau c\u1ee7a vi\u1ec7c ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng l\u00e0 hi\u1ec3u r\u00f5 h\u01a1n, ti\u1ebfp c\u1eadn m\u1ed7i nh\u00f3m kh\u00e1ch h\u00e0ng m\u1ed9t c\u00e1ch hi\u1ec7u qu\u1ea3 th\u00f4ng qua vi\u1ec7c t\u1ea1o ra chi\u1ebfn l\u01b0\u1ee3c ti\u1ebfp th\u1ecb<\/strong><\/a> v\u00e0 b\u00e1n h\u00e0ng ph\u00f9 h\u1ee3p v\u1edbi t\u1eebng ph\u00e2n \u0111o\u1ea1n kh\u00e1ch h\u00e0ng. T\u1eeb \u0111\u00f3 t\u1ed1i \u01b0u h\u00f3a hi\u1ec7u su\u1ea5t kinh doanh, t\u1ea1o ra gi\u00e1 tr\u1ecb cho c\u1ea3 doanh nghi\u1ec7p v\u00e0 kh\u00e1ch h\u00e0ng.<\/p>\n V\u00ec v\u1eady, t\u00f9y thu\u1ed9c v\u00e0o ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng c\u1ee5 th\u1ec3, doanh nghi\u1ec7p c\u1ea7n t\u1ea1o ra n\u1ed9i dung v\u00e0 th\u00f4ng \u0111i\u1ec7p th\u00edch h\u1ee3p h\u01a1n \u0111\u1ec3 ti\u1ebfp c\u1eadn t\u1eebng nh\u00f3m kh\u00e1ch h\u00e0ng. \u00c1p d\u1ee5ng m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c ti\u1ebfp th\u1ecb, b\u00e1n h\u00e0ng ph\u00f9 h\u1ee3p v\u1edbi t\u1eebng ph\u00e2n kh\u00fac v\u00e0 \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau s\u1ebd mang l\u1ea1i hi\u1ec7u su\u1ea5t xu\u1ea5t s\u1eafc trong ho\u1ea1t \u0111\u1ed9ng kinh doanh.<\/p>\n Kh\u00e1ch h\u00e0ng \u0111\u00f3ng m\u1ed9t vai tr\u00f2 quan tr\u1ecdng trong vi\u1ec7c quy\u1ebft \u0111\u1ecbnh s\u1ef1 th\u00e0nh c\u00f4ng c\u1ee7a ho\u1ea1t \u0111\u1ed9ng b\u00e1n s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5. Do \u0111\u00f3, vi\u1ec7c x\u00e1c \u0111\u1ecbnh ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng l\u00e0 v\u00f4 c\u00f9ng c\u1ea7n thi\u1ebft.<\/p>\n C\u00f3 nhi\u1ec1u c\u00e1ch \u0111\u1ec3 ph\u00e2n lo\u1ea1i ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng<\/strong> d\u1ef1a tr\u00ean c\u00e1c \u0111\u1eb7c \u0111i\u1ec3m kh\u00e1c nhau, t\u00f9y thu\u1ed9c v\u00e0o ng\u00e0nh c\u00f4ng nghi\u1ec7p v\u00e0 m\u1ee5c ti\u00eau c\u1ee5 th\u1ec3 c\u1ee7a doanh nghi\u1ec7p. D\u01b0\u1edbi \u0111\u00e2y l\u00e0 m\u1ed9t s\u1ed1 ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng ph\u1ed5 bi\u1ebfn:<\/p>\n Ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng d\u1ef1a tr\u00ean nh\u00e2n kh\u1ea9u h\u1ecdc l\u00e0 m\u1ed9t trong nh\u1eefng ph\u01b0\u01a1ng ph\u00e1p ph\u00e2n lo\u1ea1i ph\u1ed5 bi\u1ebfn v\u00e0 lu\u00f4n \u0111\u01b0\u1ee3c \u01b0a chu\u1ed9ng trong l\u0129nh v\u1ef1c kinh doanh. Nh\u1eefng y\u1ebfu t\u1ed1 nh\u01b0 \u0111\u1ed9 tu\u1ed5i, thu nh\u1eadp, ngh\u1ec1 nghi\u1ec7p v\u00e0 v\u1ecb tr\u00ed \u0111\u1ecba l\u00fd l\u00e0 c\u00e1c bi\u1ebfn s\u1ed1 m\u00e0 doanh nghi\u1ec7p th\u01b0\u1eddng s\u1eed d\u1ee5ng \u0111\u1ec3 x\u00e1c \u0111\u1ecbnh v\u00e0 ph\u00e2n \u0111o\u1ea1n kh\u00e1ch h\u00e0ng c\u1ee7a h\u1ecd. B\u00ean c\u1ea1nh \u0111\u00f3, ph\u00e2n lo\u1ea1i kh\u00e1ch h\u00e0ng theo thu nh\u1eadp c\u0169ng l\u00e0 m\u1ed9t c\u00e1ch hi\u1ec7u qu\u1ea3 \u0111\u1ec3 \u0111\u1ea3m b\u1ea3o s\u1ef1 th\u00e0nh c\u00f4ng trong kinh doanh.<\/p>\n Ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng d\u1ef1a v\u00e0o thu nh\u1eadp li\u00ean quan \u0111\u1ebfn vi\u1ec7c chia nh\u00f3m kh\u00e1ch h\u00e0ng th\u00e0nh c\u00e1c \u0111\u1ed1i t\u01b0\u1ee3ng c\u00f3 thu nh\u1eadp h\u00e0ng n\u0103m ho\u1eb7c h\u00e0ng th\u00e1ng t\u01b0\u01a1ng t\u1ef1 nhau. Ph\u00e2n kh\u00fac theo thu nh\u1eadp gi\u00fap c\u00e1c doanh nghi\u1ec7p t\u00f9y ch\u1ec9nh v\u00e0 \u0111\u01b0a ra c\u00e1c s\u1ea3n ph\u1ea9m m\u1edbi ph\u00f9 h\u1ee3p v\u1edbi kh\u1ea3 n\u0103ng thanh to\u00e1n c\u1ee7a m\u1ed7i nh\u00f3m kh\u00e1ch h\u00e0ng.<\/p>\n V\u00ed d\u1ee5, s\u1ea3n ph\u1ea9m c\u00f3 gi\u00e1 tr\u1ecb cao v\u00e0 t\u00ednh sang tr\u1ecdng th\u01b0\u1eddng h\u01b0\u1edbng \u0111\u1ebfn nh\u1eefng ng\u01b0\u1eddi c\u00f3 thu nh\u1eadp cao. Trong khi \u0111\u00f3, s\u1ea3n ph\u1ea9m c\u00f3 gi\u00e1 c\u1ea3 h\u1ee3p l\u00fd h\u01a1n th\u01b0\u1eddng \u0111\u01b0\u1ee3c thi\u1ebft k\u1ebf \u0111\u1ec3 ph\u00f9 h\u1ee3p v\u1edbi ng\u01b0\u1eddi c\u00f3 thu nh\u1eadp trung b\u00ecnh, kh\u00f4ng qu\u00e1 cao. \u0110i\u1ec1u n\u00e0y gi\u00fap doanh nghi\u1ec7p t\u1ed1i \u01b0u h\u00f3a vi\u1ec7c \u0111\u00e1p \u1ee9ng nhu c\u1ea7u c\u1ee7a t\u1eebng ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng v\u00e0 t\u1ed1i \u0111a h\u00f3a kh\u1ea3 n\u0103ng kinh doanh c\u1ee7a h\u1ecd.<\/p>\n Tuy nhi\u00ean, ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng theo nh\u00e2n kh\u1ea9u h\u1ecdc c\u0169ng c\u00f3 1 s\u1ed1 \u01b0u – nh\u01b0\u1ee3c \u0111i\u1ec3m m\u00e0 doanh nghi\u1ec7p c\u1ea7n l\u01b0u \u00fd \u0111\u1ec3 \u00e1p d\u1ee5ng cho hi\u1ec7u qu\u1ea3:<\/p>\n \u01afu \u0111i\u1ec3m:<\/strong><\/p>\n Nh\u01b0\u1ee3c \u0111i\u1ec3m:<\/strong><\/p>\n Xem th\u00eam: Demographic l\u00e0 g\u00ec? Demographic \u0111\u00f3ng vai tr\u00f2 g\u00ec trong Marketing?<\/a><\/strong><\/p>\n Ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng d\u1ef1a tr\u00ean h\u00e0nh vi mua h\u00e0ng t\u1eadp trung v\u00e0o vi\u1ec7c nghi\u00ean c\u1ee9u nh\u1eefng g\u00ec kh\u00e1ch h\u00e0ng mua, t\u1ea7n su\u1ea5t mua h\u00e0ng v\u00e0 l\u00fd do sau quy\u1ebft \u0111\u1ecbnh mua s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5. Khi ch\u00fang ta ph\u00e2n t\u00e1ch theo h\u00e0nh vi mua h\u00e0ng, ch\u00fang ta \u0111i\u1ec1u ch\u1ec9nh th\u00f4ng \u0111i\u1ec7p ti\u1ebfp th\u1ecb \u0111\u1ec3 ph\u00f9 h\u1ee3p v\u1edbi t\u1eebng \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng. V\u00ed d\u1ee5, nh\u1eefng nh\u00f3m kh\u00e1ch h\u00e0ng c\u00f3 th\u1ec3 bao g\u1ed3m:<\/p>\n Ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng theo thi\u1ebft b\u1ecb s\u1eed d\u1ee5ng \u0111\u1ec3 mua h\u00e0ng l\u00e0 vi\u1ec7c chia \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng th\u00e0nh nh\u1eefng nh\u00f3m d\u1ef1a tr\u00ean lo\u1ea1i thi\u1ebft b\u1ecb h\u1ecd \u01b0a th\u00edch khi th\u1ef1c hi\u1ec7n giao d\u1ecbch mua s\u1eafm. \u0110i\u1ec1u n\u00e0y th\u1ec3 hi\u1ec7n s\u1ef1 nh\u1eadn th\u1ee9c v\u1ec1 \u0111a d\u1ea1ng trong h\u00e0nh vi mua s\u1eafm c\u1ee7a kh\u00e1ch h\u00e0ng, gi\u00fap doanh nghi\u1ec7p t\u1ed1i \u01b0u h\u00f3a tr\u1ea3i nghi\u1ec7m c\u1ee7a h\u1ecd.<\/p>\n Th\u1ef1c t\u1ebf ng\u00e0y nay, ng\u01b0\u1eddi d\u00f9ng truy c\u1eadp Internet, gh\u00e9 th\u0103m c\u00e1c trang web ho\u1eb7c \u1ee9ng d\u1ee5ng b\u1eb1ng nhi\u1ec1u lo\u1ea1i thi\u1ebft b\u1ecb kh\u00e1c nhau, th\u01b0\u1eddng l\u00e0 c\u1ea3 thi\u1ebft b\u1ecb di \u0111\u1ed9ng v\u00e0 m\u00e1y t\u00ednh. Tuy nhi\u00ean, ng\u01b0\u1eddi d\u00f9ng m\u00e1y t\u00ednh v\u00e0 ng\u01b0\u1eddi d\u00f9ng thi\u1ebft b\u1ecb di \u0111\u1ed9ng c\u00f3 nh\u1eefng nhu c\u1ea7u v\u00e0 th\u00f3i quen s\u1eed d\u1ee5ng kh\u00e1c nhau. Do \u0111\u00f3, trang web ho\u1eb7c \u1ee9ng d\u1ee5ng b\u00e1n h\u00e0ng c\u1ee7a doanh nghi\u1ec7p c\u1ea7n \u0111\u01b0\u1ee3c t\u1ed1i \u01b0u h\u00f3a \u0111\u1ec3 ph\u00f9 h\u1ee3p v\u1edbi c\u1ea3 2 lo\u1ea1i \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng n\u00e0y.<\/p>\n C\u00e1c giao di\u1ec7n trang web c\u1ea7n thi\u1ebft ph\u1ea3i th\u00e2n thi\u1ec7n v\u1edbi m\u1ecdi lo\u1ea1i thi\u1ebft b\u1ecb. H\u01a1n n\u1eefa, ng\u01b0\u1eddi d\u00f9ng thi\u1ebft b\u1ecb di \u0111\u1ed9ng th\u01b0\u1eddng \u0111\u1ecdc n\u1ed9i dung khi \u0111ang di chuy\u1ec3n, \u0111i\u1ec1u n\u00e0y \u0111\u1eb7t ra y\u00eau c\u1ea7u cho n\u1ed9i dung ng\u1eafn g\u1ecdn v\u00e0 d\u1ec5 ti\u1ebfp c\u1eadn.<\/p>\n Ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng d\u1ef1a tr\u00ean h\u00e0nh tr\u00ecnh mua h\u00e0ng l\u00e0 vi\u1ec7c chia \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng th\u00e0nh c\u00e1c nh\u00f3m d\u1ef1a tr\u00ean qu\u00e1 tr\u00ecnh h\u1ecd tr\u1ea3i qua t\u1eeb khi c\u00f3 nhu c\u1ea7u cho \u0111\u1ebfn khi ho\u00e0n t\u1ea5t giao d\u1ecbch mua s\u1eafm. C\u00e1ch n\u00e0y gi\u00fap doanh nghi\u1ec7p hi\u1ec3u r\u00f5 h\u01a1n v\u1ec1 c\u00e1c b\u01b0\u1edbc quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng c\u1ee7a kh\u00e1ch h\u00e0ng v\u00e0 cung c\u1ea5p n\u1ed9i dung, th\u00f4ng \u0111i\u1ec7p c\u0169ng nh\u01b0 h\u1ed7 tr\u1ee3 ph\u00f9 h\u1ee3p v\u1edbi t\u1eebng giai \u0111o\u1ea1n c\u1ee7a h\u00e0nh tr\u00ecnh.<\/p>\n C\u00e1c ph\u00e2n kh\u00fac trong ph\u00e2n lo\u1ea1i n\u00e0y c\u00f3 th\u1ec3 bao g\u1ed3m nh\u1eefng ng\u01b0\u1eddi \u0111ang \u1edf giai \u0111o\u1ea1n x\u00e1c \u0111\u1ecbnh nhu c\u1ea7u, ng\u01b0\u1eddi \u0111ang t\u00ecm ki\u1ebfm th\u00f4ng tin s\u1ea3n ph\u1ea9m, ng\u01b0\u1eddi \u0111ang so s\u00e1nh c\u00e1c l\u1ef1a ch\u1ecdn v\u00e0 ng\u01b0\u1eddi \u0111ang s\u1eb5n s\u00e0ng mua h\u00e0ng. M\u1ed7i nh\u00f3m c\u00f3 \u0111\u1eb7c \u0111i\u1ec3m ri\u00eang, v\u00ed d\u1ee5 nh\u01b0 ng\u01b0\u1eddi \u0111ang t\u00ecm ki\u1ebfm th\u00f4ng tin c\u00f3 th\u1ec3 quan t\u00e2m \u0111\u1ebfn n\u1ed9i dung gi\u00e1o d\u1ee5c h\u01a1n, trong khi ng\u01b0\u1eddi \u0111\u00e3 s\u1eb5n s\u00e0ng mua h\u00e0ng c\u00f3 th\u1ec3 t\u00ecm ki\u1ebfm \u01b0u \u0111\u00e3i v\u00e0 ph\u01b0\u01a1ng th\u1ee9c thanh to\u00e1n thu\u1eadn ti\u1ec7n.<\/p>\n Vi\u1ec7c ph\u00e2n chia kh\u00e1ch h\u00e0ng d\u1ef1a tr\u00ean h\u00e0nh tr\u00ecnh mua h\u00e0ng gi\u00fap doanh nghi\u1ec7p c\u1ea3i thi\u1ec7n tr\u1ea3i nghi\u1ec7m c\u1ee7a kh\u00e1ch h\u00e0ng v\u00e0 t\u1ed1i \u01b0u h\u00f3a chi\u1ebfn l\u01b0\u1ee3c ti\u1ebfp th\u1ecb \u0111\u1ec3 \u0111\u00e1p \u1ee9ng nhu c\u1ea7u c\u1ee7a t\u1eebng giai \u0111o\u1ea1n.<\/p>\n Ngo\u00e0i ra, c\u00f2n m\u1ed9t s\u1ed1 lo\u1ea1i ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng kh\u00e1c m\u00e0 c\u00e1c b\u1ea1n c\u00f3 th\u1ec3 tham kh\u1ea3o \u0111\u00f3 l\u00e0:<\/p>\n X\u00e1c \u0111\u1ecbnh ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng<\/strong> l\u00e0 m\u1ed9t qu\u00e1 tr\u00ecnh quan tr\u1ecdng trong chi\u1ebfn l\u01b0\u1ee3c ti\u1ebfp th\u1ecb v\u00e0 kinh doanh. \u0110\u00e2y l\u00e0 b\u01b0\u1edbc gi\u00fap doanh nghi\u1ec7p hi\u1ec3u r\u00f5 kh\u00e1ch h\u00e0ng v\u00e0 t\u1ed1i \u01b0u h\u00f3a c\u00e1ch t\u01b0\u01a1ng t\u00e1c v\u1edbi h\u1ecd. D\u01b0\u1edbi \u0111\u00e2y l\u00e0 quy tr\u00ecnh chi ti\u1ebft \u0111\u1ec3 x\u00e1c \u0111\u1ecbnh ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng:<\/p>\n B\u01b0\u1edbc kh\u1edfi \u0111\u1ea7u quan tr\u1ecdng nh\u1ea5t trong qu\u00e1 tr\u00ecnh n\u00e0y l\u00e0 vi\u1ec7c x\u00e1c \u0111\u1ecbnh m\u1ee5c ti\u00eau c\u1ee5 th\u1ec3. Khi th\u1ea5u hi\u1ec3u r\u00f5 m\u1ee5c ti\u00eau, doanh nghi\u1ec7p m\u1edbi c\u00f3 c\u01a1 s\u1edf v\u1eefng ch\u1eafc \u0111\u1ec3 x\u00e2y d\u1ef1ng c\u00e1c chi\u1ebfn l\u01b0\u1ee3c \u0111\u00fang \u0111\u1eafn v\u00e0 l\u1eadp k\u1ebf ho\u1ea1ch ph\u00f9 h\u1ee3p. \u0110i\u1ec1u n\u00e0y c\u0169ng gi\u00fap doanh nghi\u1ec7p th\u00edch nghi v\u00e0 \u0111i\u1ec1u ch\u1ec9nh m\u1ed9t c\u00e1ch hi\u1ec7u qu\u1ea3 trong tr\u01b0\u1eddng h\u1ee3p xu\u1ea5t hi\u1ec7n c\u00e1c v\u1ea5n \u0111\u1ec1 trong su\u1ed1t qu\u00e1 tr\u00ecnh th\u1ef1c hi\u1ec7n.<\/p>\n M\u1ee5c ti\u00eau c\u00f3 th\u1ec3 bao g\u1ed3m vi\u1ec7c t\u0103ng doanh s\u1ed1 b\u00e1n h\u00e0ng, m\u1edf r\u1ed9ng th\u1ecb tr\u01b0\u1eddng, t\u1ea1o d\u1ef1 \u00e1n m\u1edbi ho\u1eb7c c\u1ea3i thi\u1ec7n tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng.<\/p>\n B\u01b0\u1edbc ti\u1ebfp theo l\u00e0 ti\u1ebfn h\u00e0nh nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng<\/a> \u0111\u1ec3 thu th\u1eadp th\u00f4ng tin \u0111a d\u1ea1ng v\u1ec1 nhu c\u1ea7u v\u00e0 mong mu\u1ed1n c\u1ee7a kh\u00e1ch h\u00e0ng \u0111\u1ed1i v\u1edbi s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 tr\u00ean th\u1ecb tr\u01b0\u1eddng. B\u01b0\u1edbc n\u00e0y c\u0169ng gi\u00fap doanh nghi\u1ec7p kh\u00e1m ph\u00e1 th\u00eam v\u1ec1 c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh, t\u1eeb \u0111\u00f3 t\u1ea1o ra chi\u1ebfn l\u01b0\u1ee3c c\u1ea3i ti\u1ebfn v\u00e0 n\u00e2ng c\u1ea5p s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 c\u1ee7a m\u00ecnh.<\/p>\n Doanh nghi\u1ec7p c\u00f3 th\u1ec3 duy\u1ec7t qua c\u00e1c ngu\u1ed3n th\u00f4ng tin nh\u01b0 b\u00e1o c\u00e1o th\u1ecb tr\u01b0\u1eddng, d\u1eef li\u1ec7u ng\u00e0nh, th\u00f4ng tin v\u1ec1 \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh trong b\u01b0\u1edbc n\u00e0y.<\/p>\n Doanh nghi\u1ec7p c\u1ea7n t\u1ed5ng h\u1ee3p v\u00e0 ph\u00e2n t\u00edch th\u00f4ng tin t\u1eeb nhi\u1ec1u ngu\u1ed3n kh\u00e1c nhau \u0111\u1ec3 c\u00f3 c\u00e1i nh\u00ecn r\u00f5 r\u00e0ng h\u01a1n v\u1ec1 mong mu\u1ed1n v\u00e0 nhu c\u1ea7u c\u1ee7a kh\u00e1ch h\u00e0ng, c\u0169ng nh\u01b0 h\u00e0nh vi mua s\u1eafm c\u1ee7a h\u1ecd. \u0110i\u1ec1u n\u00e0y gi\u00fap doanh nghi\u1ec7p hi\u1ec3u s\u00e2u h\u01a1n v\u00e0 c\u00f3 kh\u1ea3 n\u0103ng \u0111\u00e1p \u1ee9ng nhu c\u1ea7u c\u1ee7a kh\u00e1ch h\u00e0ng m\u1ed9t c\u00e1ch hi\u1ec7u qu\u1ea3 h\u01a1n.<\/p>\n C\u00e1c th\u00f4ng tin c\u1ea7n ph\u00e2n t\u00edch th\u01b0\u1eddng l\u00e0 \u0111\u1ed9 tu\u1ed5i, gi\u1edbi t\u00ednh, s\u1edf th\u00edch, h\u00e0nh vi mua s\u1eafm, t\u01b0\u01a1ng t\u00e1c v\u1edbi doanh nghi\u1ec7p,…<\/p>\n D\u1ef1a tr\u00ean c\u00e1c y\u1ebfu t\u1ed1 nh\u01b0 c\u00e1c ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng, lo\u1ea1i h\u00ecnh kh\u00e1ch h\u00e0ng c\u00e1 nh\u00e2n v\u00e0 danh m\u1ee5c s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5, doanh nghi\u1ec7p c\u00f3 th\u1ec3 x\u00e1c \u0111\u1ecbnh \u0111\u01b0\u1ee3c ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng. Th\u1ef1c hi\u1ec7n \u0111i\u1ec1u n\u00e0y s\u1ebd gi\u00fap doanh nghi\u1ec7p \u0111\u1ea1t \u0111\u01b0\u1ee3c c\u00e1i hi\u1ec3u r\u00f5 s\u00e2u s\u1eafc h\u01a1n v\u1ec1 mong mu\u1ed1n v\u00e0 nhu c\u1ea7u c\u1ee7a kh\u00e1ch h\u00e0ng, t\u1eeb \u0111\u00f3 c\u00f3 kh\u1ea3 n\u0103ng c\u1ea3i thi\u1ec7n ch\u1ea5t l\u01b0\u1ee3ng s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 m\u1ed9t c\u00e1ch to\u00e0n di\u1ec7n.<\/p>\n Sau khi x\u00e1c \u0111\u1ecbnh ph\u00e2n kh\u00fac, doanh nghi\u1ec7p h\u00e3y t\u1ea1o nh\u00f3m kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau<\/a> b\u1eb1ng c\u00e1ch ph\u00e2n t\u00edch nh\u1eefng ph\u00e2n kh\u00fac c\u00f3 ti\u1ec1m n\u0103ng cao \u0111\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c m\u1ee5c ti\u00eau. \u0110i\u1ec1u n\u00e0y gi\u00fap t\u1eadp trung n\u1ed7 l\u1ef1c v\u00e0 ngu\u1ed3n l\u1ef1c v\u00e0o c\u00e1c nh\u00f3m quan tr\u1ecdng nh\u1ea5t.<\/p>\n Doanh nghi\u1ec7p c\u00f3 th\u1ec3 ph\u00e2n lo\u1ea1i kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau th\u00e0nh 4 nh\u00f3m d\u1ef1a tr\u00ean \u0111\u00f3ng g\u00f3p c\u1ee7a h\u1ecd:<\/p>\n T\u1ea1i b\u01b0\u1edbc n\u00e0y, doanh nghi\u1ec7p c\u1ea7n thi\u1ebft l\u1eadp m\u1ed9t k\u1ebf ho\u1ea1ch r\u00f5 r\u00e0ng v\u00e0 \u0111\u1ed3ng nh\u1ea5t v\u1ec1 vi\u1ec7c qu\u1ea3n l\u00fd th\u01b0\u01a1ng hi\u1ec7u, chi\u1ebfn l\u01b0\u1ee3c gi\u00e1 c\u1ea3, chi\u1ebfn l\u01b0\u1ee3c truy\u1ec1n th\u00f4ng,… M\u1ee5c ti\u00eau l\u00e0 gi\u00fap kh\u00e1ch h\u00e0ng nh\u1eadn bi\u1ebft d\u1ec5 d\u00e0ng v\u00e0 x\u00e1c \u0111\u1ecbnh \u0111\u01b0\u1ee3c doanh nghi\u1ec7p m\u1ed9t c\u00e1ch hi\u1ec7u qu\u1ea3. V\u1edbi t\u1eebng nh\u00f3m kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau, doanh nghi\u1ec7p c\u1ea7n t\u1ea1o chi\u1ebfn l\u01b0\u1ee3c Marketing<\/a> th\u1ecb ri\u00eang bi\u1ec7t.<\/p>\n Trong qu\u00e1 tr\u00ecnh ti\u1ebfp c\u1eadn, t\u01b0\u01a1ng t\u00e1c v\u1edbi kh\u00e1ch h\u00e0ng c\u0169ng nh\u01b0 x\u00e2y d\u1ef1ng v\u00e0 th\u1ef1c hi\u1ec7n c\u00e1c k\u1ebf ho\u1ea1ch, chi\u1ebfn l\u01b0\u1ee3c ti\u1ebfp th\u1ecb, doanh nghi\u1ec7p c\u1ea7n th\u1ef1c hi\u1ec7n vi\u1ec7c theo d\u00f5i, ki\u1ec3m tra v\u00e0 \u0111\u00e1nh gi\u00e1 m\u1ed9t c\u00e1ch t\u1ec9 m\u1ec9, chi ti\u1ebft. Th\u1ecb tr\u01b0\u1eddng lu\u00f4n thay \u0111\u1ed5i li\u00ean t\u1ee5c v\u00e0 v\u00ec v\u1eady, vi\u1ec7c \u0111i\u1ec1u ch\u1ec9nh, th\u00edch nghi l\u00e0 c\u1ea7n thi\u1ebft \u0111\u1ec3 \u0111\u1ea3m b\u1ea3o r\u1eb1ng doanh nghi\u1ec7p c\u00f3 th\u1ec3 \u0111\u00e1p \u1ee9ng k\u1ecbp th\u1eddi, \u0111\u1ea1t \u0111\u01b0\u1ee3c nh\u1eefng hi\u1ec7u qu\u1ea3 t\u1ed1t nh\u1ea5t.<\/p>\n \u0110\u1ec3 x\u00e1c \u0111\u1ecbnh ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng<\/strong> \u0111\u1ea1t hi\u1ec7u qu\u1ea3 cao, doanh nghi\u1ec7p c\u1ea7n l\u01b0u \u00fd \u0111\u1ebfn m\u1ed9t s\u1ed1 v\u1ea5n \u0111\u1ec1 quan tr\u1ecdng sau:<\/p>\n Doanh nghi\u1ec7p n\u00ean s\u1eed d\u1ee5ng nhi\u1ec1u k\u00eanh ti\u1ebfp c\u1eadn kh\u00e1ch h\u00e0ng kh\u00e1c nhau, ch\u1eb3ng h\u1ea1n nh\u01b0 tr\u1ef1c tuy\u1ebfn, c\u1eeda h\u00e0ng v\u1eadt l\u00fd, m\u1ea1ng x\u00e3 h\u1ed9i, email v\u00e0 \u0111i\u1ec7n tho\u1ea1i. \u0110i\u1ec1u n\u00e0y gi\u00fap t\u1ea1o s\u1ef1 ti\u1ec7n l\u1ee3i cho kh\u00e1ch h\u00e0ng v\u00e0 t\u1ed1i \u01b0u h\u00f3a c\u01a1 h\u1ed9i ti\u1ebfp c\u1eadn.<\/p>\n H\u00e3y lu\u00f4n c\u00e2n nh\u1eafc m\u1edf r\u1ed9ng v\u00e0 \u0111i\u1ec1u ch\u1ec9nh c\u00e1c ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng \u0111\u1ec3 ph\u1ea3n \u00e1nh c\u00e1c thay \u0111\u1ed5i trong th\u1ecb tr\u01b0\u1eddng c\u0169ng nh\u01b0 h\u00e0nh vi c\u1ee7a kh\u00e1ch h\u00e0ng. \u0110i\u1ec1u n\u00e0y \u0111\u1ea3m b\u1ea3o r\u1eb1ng doanh nghi\u1ec7p kh\u00f4ng b\u1ecf l\u1ee1 c\u00e1c c\u01a1 h\u1ed9i m\u1edbi v\u00e0 c\u00f3 th\u1ec3 t\u01b0\u01a1ng t\u00e1c v\u1edbi nhi\u1ec1u \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng kh\u00e1c nhau.<\/p>\n Doanh nghi\u1ec7p c\u1ea7n theo d\u00f5i hi\u1ec7u su\u1ea5t c\u1ee7a chi\u1ebfn l\u01b0\u1ee3c ph\u00e2n kh\u00fac v\u00e0 \u0111i\u1ec1u ch\u1ec9nh n\u00f3 khi c\u1ea7n thi\u1ebft. Kh\u00e1ch h\u00e0ng, th\u1ecb tr\u01b0\u1eddng c\u00f3 th\u1ec3 thay \u0111\u1ed5i, v\u00ec v\u1eady vi\u1ec7c \u0111\u1ea3m b\u1ea3o r\u1eb1ng chi\u1ebfn l\u01b0\u1ee3c c\u1ee7a doanh nghi\u1ec7p lu\u00f4n c\u1eadp nh\u1eadt v\u00e0 ph\u00f9 h\u1ee3p l\u00e0 quan tr\u1ecdng.<\/p>\n Vi\u1ec7c s\u1eed d\u1ee5ng c\u00e1c ch\u1ec9 s\u1ed1 v\u00e0 s\u1ed1 li\u1ec7u \u0111\u1ec3 \u0111o l\u01b0\u1eddng hi\u1ec7u qu\u1ea3 c\u1ee7a chi\u1ebfn l\u01b0\u1ee3c ph\u00e2n kh\u00fac l\u00e0 kh\u00f4ng th\u1ec3 thi\u1ebfu. N\u00f3 gi\u00fap doanh nghi\u1ec7p hi\u1ec3u r\u00f5 h\u01a1n v\u1ec1 c\u00e1ch m\u00e0 m\u1ed7i ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng t\u01b0\u01a1ng t\u00e1c v\u1edbi chi\u1ebfn d\u1ecbch ti\u1ebfp th\u1ecb c\u1ee7a m\u00ecnh, t\u1eeb \u0111\u00f3 c\u1ea3i thi\u1ec7n hi\u1ec7u su\u1ea5t theo th\u1eddi gian.<\/p>\n Ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng v\u00e0 ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng l\u00e0 2 kh\u00e1i ni\u1ec7m quan tr\u1ecdng trong l\u0129nh v\u1ef1c ti\u1ebfp th\u1ecb, kinh doanh, tuy nhi\u00ean, ch\u00fang c\u00f3 1 s\u1ed1 \u0111i\u1ec3m kh\u00e1c bi\u1ec7t nh\u01b0 sau:<\/p>\n Ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng:<\/strong><\/p>\n Ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng:<\/strong><\/p>\n1. Ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng l\u00e0 g\u00ec?<\/strong><\/span><\/h2>\n
2. T\u1ea1i sao c\u1ea7n x\u00e1c \u0111\u1ecbnh ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng?<\/strong><\/span><\/h2>\n
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3. Nh\u1eefng ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng ph\u1ed5 bi\u1ebfn<\/strong><\/span><\/h2>\n
3.1 Theo nh\u00e2n kh\u1ea9u h\u1ecdc<\/strong><\/span><\/h3>\n
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3.2 Theo h\u00e0nh vi mua h\u00e0ng<\/strong><\/span><\/h3>\n
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3.3 Theo thi\u1ebft b\u1ecb s\u1eed d\u1ee5ng \u0111\u1ec3 mua h\u00e0ng<\/strong><\/span><\/h3>\n
3.4 Theo h\u00e0nh tr\u00ecnh mua h\u00e0ng<\/strong><\/span><\/h3>\n
3.5 M\u1ed9t s\u1ed1 lo\u1ea1i ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng kh\u00e1c<\/strong><\/span><\/h3>\n
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4. C\u00e1ch x\u00e1c \u0111\u1ecbnh ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng<\/strong><\/span><\/h2>\n
4.1 X\u00e1c \u0111\u1ecbnh m\u1ee5c ti\u00eau<\/strong><\/span><\/h3>\n
4.2 T\u00ecm hi\u1ec3u, nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng<\/strong><\/span><\/h3>\n
4.3 Ph\u00e2n t\u00edch s\u00e2u d\u1eef li\u1ec7u kh\u00e1ch h\u00e0ng<\/strong><\/span><\/h3>\n
4.4 X\u00e1c \u0111\u1ecbnh ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng<\/strong><\/span><\/h3>\n
4.5 T\u1ea1o nh\u00f3m kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau<\/strong><\/span><\/h3>\n
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4.6 L\u1eadp chi\u1ebfn l\u01b0\u1ee3c Marketing<\/strong><\/span><\/h3>\n
4.7 Theo d\u00f5i, ki\u1ec3m tra v\u00e0 \u0111\u00e1nh gi\u00e1<\/strong><\/span><\/h3>\n
5. L\u01b0u \u00fd khi x\u00e1c \u0111\u1ecbnh ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng<\/strong><\/span><\/h2>\n
5.1 Ti\u1ebfp c\u1eadn kh\u00e1ch h\u00e0ng \u0111a k\u00eanh<\/strong><\/span><\/h3>\n
5.2 M\u1edf r\u1ed9ng ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng<\/strong><\/span><\/h3>\n
5.3 Theo d\u00f5i v\u00e0 c\u1ea3i ti\u1ebfn chi\u1ebfn l\u01b0\u1ee3c<\/strong><\/span><\/h3>\n
5.4 \u0110o l\u01b0\u1eddng hi\u1ec7u qu\u1ea3 th\u01b0\u1eddng xuy\u00ean<\/strong><\/span><\/h3>\n
6. Kh\u00e1c bi\u1ec7t gi\u1eefa ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng v\u00e0 ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng<\/strong><\/span><\/h2>\n
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