{"id":94662,"date":"2025-05-05T06:20:38","date_gmt":"2025-05-04T23:20:38","guid":{"rendered":"https:\/\/jobsgo.vn\/blog\/product-line-la-gi\/"},"modified":"2025-05-05T06:20:38","modified_gmt":"2025-05-04T23:20:38","slug":"product-line-la-gi","status":"publish","type":"post","link":"https:\/\/jobsgo.vn\/blog\/product-line-la-gi\/","title":{"rendered":"Product Line L\u00e0 G\u00ec? 02 C\u00e1ch Th\u1ee9c Ho\u1ea1t \u0110\u1ed9ng C\u1ee7a Product Line"},"content":{"rendered":"\n
Ng\u00e0y nay, khi th\u1ecb tr\u01b0\u1eddng kinh doanh ng\u00e0y c\u00e0ng c\u1ea1nh tranh v\u00e0 \u0111\u1ed5i m\u1edbi kh\u00f4ng ng\u1eebng, vi\u1ec7c n\u1eafm b\u1eaft xu h\u01b0\u1edbng, \u0111\u1ecbnh h\u00ecnh Product Line gi\u00fap c\u00e1c nh\u00e0 qu\u1ea3n tr\u1ecb v\u00e0 doanh nh\u00e2n c\u00f3 c\u00e1i nh\u00ecn t\u1ed5ng th\u1ec3, t\u1eeb \u0111\u00f3 tri\u1ec3n khai chi\u1ebfn d\u1ecbch ti\u1ebfp th\u1ecb ch\u00ednh x\u00e1c v\u00e0 hi\u1ec7u qu\u1ea3 nh\u1eb1m t\u0103ng c\u01b0\u1eddng tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng. Qua b\u00e0i vi\u1ebft d\u01b0\u1edbi \u0111\u00e2y, ch\u00fang ta s\u1ebd c\u00f9ng kh\u00e1m ph\u00e1 chi ti\u1ebft Product Line l\u00e0 g\u00ec<\/a> v\u00e0 c\u00e1ch \u00e1p d\u1ee5ng c\u00e1c chi\u1ebfn l\u01b0\u1ee3c ph\u00f9 h\u1ee3p \u0111\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c s\u1ef1 th\u00e0nh c\u00f4ng b\u1ec1n v\u1eefng trong kinh doanh hi\u1ec7n \u0111\u1ea1i.\n<\/p>\n\n\n M\u1ee5c l\u1ee5c<\/p> <\/p>\n\n\n\n Product Line L\u00e0 G\u00ec?\n<\/i><\/p>\n\n\n Product Line hay d\u00f2ng s\u1ea3n ph\u1ea9m, \u0111\u01b0\u1ee3c \u0111\u1ecbnh ngh\u0129a l\u00e0 t\u1eadp h\u1ee3p c\u00e1c s\u1ea3n ph\u1ea9m c\u00f3 t\u00ednh n\u0103ng, c\u00f4ng d\u1ee5ng ho\u1eb7c \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng t\u01b0\u01a1ng t\u1ef1, \u0111\u01b0\u1ee3c ti\u1ebfp th\u1ecb chung d\u01b0\u1edbi m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u nh\u1ea5t \u0111\u1ecbnh. Ch\u1eb3ng h\u1ea1n, m\u1ed9t c\u00f4ng ty m\u1ef9 ph\u1ea9m c\u00f3 th\u1ec3 s\u1edf h\u1eefu nhi\u1ec1u s\u1ea3n ph\u1ea9m kh\u00e1c nhau nh\u01b0 kem d\u01b0\u1ee1ng da, serum v\u00e0 c\u00e1c lo\u1ea1i m\u1eb7t n\u1ea1, t\u1ea5t c\u1ea3 \u0111\u1ec1u t\u1ea1o th\u00e0nh m\u1ed9t d\u00f2ng s\u1ea3n ph\u1ea9m nh\u1eb1m ph\u1ee5c v\u1ee5 nhu c\u1ea7u l\u00e0m \u0111\u1eb9p \u0111\u1eb7c th\u00f9. Vi\u1ec7c chia nh\u00f3m s\u1ea3n ph\u1ea9m theo d\u00f2ng gi\u00fap nh\u00e0 qu\u1ea3n l\u00fd c\u00f3 kh\u1ea3 n\u0103ng ph\u00e2n t\u00edch s\u00e2u s\u1eafc h\u01a1n v\u1ec1 t\u1eebng m\u1ea3ng s\u1ea3n ph\u1ea9m, t\u1eeb \u0111\u00f3 \u0111\u01b0a ra quy\u1ebft \u0111\u1ecbnh d\u1ef1a tr\u00ean d\u1eef li\u1ec7u th\u1ecb tr\u01b0\u1eddng v\u00e0 nhu c\u1ea7u kh\u00e1ch h\u00e0ng. S\u1ef1 li\u00ean k\u1ebft n\u00e0y kh\u00f4ng ch\u1ec9 t\u1ea1o \u0111i\u1ec1u ki\u1ec7n thu\u1eadn l\u1ee3i cho vi\u1ec7c qu\u1ea3ng b\u00e1 m\u00e0 c\u00f2n gi\u00fap c\u1ea3i thi\u1ec7n hi\u1ec7u su\u1ea5t b\u00e1n h\u00e0ng, gi\u1ea3m chi ph\u00ed qu\u1ea3ng c\u00e1o v\u00e0 \u0111\u1ed3ng th\u1eddi t\u1ea1o ra gi\u00e1 tr\u1ecb gia t\u0103ng cho th\u01b0\u01a1ng hi\u1ec7u.\n<\/p>\n\n\n Vi\u1ec7c n\u1eafm b\u1eaft v\u00e0 qu\u1ea3n l\u00fd hi\u1ec7u qu\u1ea3 Product Line mang \u0111\u1ebfn nhi\u1ec1u l\u1ee3i \u00edch thi\u1ebft th\u1ef1c, bao g\u1ed3m t\u1ed1i \u01b0u h\u00f3a ngu\u1ed3n l\u1ef1c, d\u1ec5 d\u00e0ng ph\u00e2n b\u1ed5 ng\u00e2n s\u00e1ch, v\u00e0 t\u1ea1o \u0111\u1ecbnh h\u01b0\u1edbng ph\u00e1t tri\u1ec3n d\u00e0i h\u1ea1n. \u0110\u1ed1i v\u1edbi doanh nghi\u1ec7p, m\u1ed9t d\u00f2ng s\u1ea3n ph\u1ea9m \u0111\u01b0\u1ee3c x\u00e1c \u0111\u1ecbnh r\u00f5 gi\u00fap t\u1ed1i \u01b0u h\u00f3a ngu\u1ed3n l\u1ef1c, d\u1ec5 d\u00e0ng ph\u00e2n b\u1ed5 ng\u00e2n s\u00e1ch cho qu\u1ea3ng c\u00e1o v\u00e0 ti\u1ebfp th\u1ecb, \u0111\u1ed3ng th\u1eddi t\u1ea1o ra \u0111\u1ecbnh h\u01b0\u1edbng ph\u00e1t tri\u1ec3n d\u00e0i h\u1ea1n. Nh\u00e0 qu\u1ea3n tr\u1ecb c\u00f3 th\u1ec3 d\u1ec5 d\u00e0ng nh\u1eadn di\u1ec7n c\u00e1c m\u1ea3ng s\u1ea3n ph\u1ea9m c\u1ea7n \u0111\u1ea7u t\u01b0 th\u00eam ho\u1eb7c lo\u1ea1i b\u1ecf nh\u1eefng s\u1ea3n ph\u1ea9m kh\u00f4ng hi\u1ec7u qu\u1ea3, t\u1eeb \u0111\u00f3 t\u0103ng c\u01b0\u1eddng l\u1ee3i nhu\u1eadn v\u00e0 \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u v\u1eefng ch\u1eafc tr\u00ean th\u1ecb tr\u01b0\u1eddng. \n<\/p>\n\n\n \u0110\u1ed1i v\u1edbi ng\u01b0\u1eddi ti\u00eau d\u00f9ng, h\u1ec7 th\u1ed1ng d\u00f2ng s\u1ea3n ph\u1ea9m \u0111\u1ed3ng nh\u1ea5t gi\u00fap kh\u00e1ch h\u00e0ng d\u1ec5 d\u00e0ng nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u, so s\u00e1nh v\u00e0 l\u1ef1a ch\u1ecdn s\u1ea3n ph\u1ea9m ph\u00f9 h\u1ee3p v\u1edbi nhu c\u1ea7u c\u1ee7a m\u00ecnh. V\u00ed d\u1ee5, khi m\u1ed9t ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111\u00e3 tin t\u01b0\u1edfng v\u1ec1 ch\u1ea5t l\u01b0\u1ee3ng c\u1ee7a m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u m\u1ef9 ph\u1ea9m, h\u1ecd s\u1ebd d\u1ec5 d\u00e0ng th\u1eed nghi\u1ec7m v\u00e0 tin d\u00f9ng c\u00e1c s\u1ea3n ph\u1ea9m kh\u00e1c trong c\u00f9ng d\u00f2ng, t\u1ea1o n\u00ean m\u1ed9t v\u00f2ng lu\u00e2n chuy\u1ec3n trung th\u00e0nh kh\u00e1ch h\u00e0ng. H\u01a1n n\u1eefa, vi\u1ec7c hi\u1ec3u r\u00f5 d\u00f2ng s\u1ea3n ph\u1ea9m c\u00f2n gi\u00fap doanh nghi\u1ec7p \u0111\u00e1nh gi\u00e1 th\u1ecb tr\u01b0\u1eddng m\u1ed9t c\u00e1ch ch\u00ednh x\u00e1c, x\u00e1c \u0111\u1ecbnh \u0111\u01b0\u1ee3c xu h\u01b0\u1edbng ti\u00eau d\u00f9ng v\u00e0 d\u1ef1 b\u00e1o \u0111\u01b0\u1ee3c l\u1ee3i nhu\u1eadn t\u1eeb t\u1eebng nh\u00f3m s\u1ea3n ph\u1ea9m m\u1ed9t c\u00e1ch hi\u1ec7u qu\u1ea3.<\/p>\n\n\n <\/p>\n\n\n\n C\u00e1c Chi\u1ebfn L\u01b0\u1ee3c Qu\u1ea3n L\u00fd D\u00f2ng S\u1ea3n Ph\u1ea9m\n<\/i><\/p>\n\n\n C\u00f3 ba chi\u1ebfn l\u01b0\u1ee3c qu\u1ea3n l\u00fd Product Line ch\u00ednh: m\u1edf r\u1ed9ng, c\u1eaft t\u1ec9a v\u00e0 \u0111\u1ecbnh gi\u00e1. Qu\u1ea3n l\u00fd d\u00f2ng s\u1ea3n ph\u1ea9m hi\u1ec7u qu\u1ea3 l\u00e0 ngh\u1ec7 thu\u1eadt c\u00e2n b\u1eb1ng gi\u1eefa vi\u1ec7c m\u1edf r\u1ed9ng danh m\u1ee5c v\u00e0 \u0111\u1ea3m b\u1ea3o ch\u1ea5t l\u01b0\u1ee3ng s\u1ea3n ph\u1ea9m. C\u00e1c chi\u1ebfn l\u01b0\u1ee3c qu\u1ea3n l\u00fd d\u00f2ng s\u1ea3n ph\u1ea9m kh\u00f4ng ch\u1ec9 gi\u00fap doanh nghi\u1ec7p \u0111i\u1ec1u ch\u1ec9nh k\u1ecbp th\u1eddi theo xu h\u01b0\u1edbng th\u1ecb tr\u01b0\u1eddng m\u00e0 c\u00f2n t\u1ed1i \u01b0u ngu\u1ed3n l\u1ef1c, gi\u1ea3m chi ph\u00ed v\u00e0 t\u0103ng c\u01b0\u1eddng s\u1ef1 h\u00e0i l\u00f2ng c\u1ee7a kh\u00e1ch h\u00e0ng.\n<\/p>\n\n\n Chi\u1ebfn l\u01b0\u1ee3c m\u1edf r\u1ed9ng d\u00f2ng s\u1ea3n ph\u1ea9m \u0111\u00f2i h\u1ecfi doanh nghi\u1ec7p c\u1ea7n li\u00ean t\u1ee5c \u0111\u1ed5i m\u1edbi v\u00e0 b\u1ed5 sung s\u1ea3n ph\u1ea9m m\u1edbi v\u00e0o danh m\u1ee5c hi\u1ec7n c\u00f3. Vi\u1ec7c nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng v\u00e0 l\u1eafng nghe ph\u1ea3n h\u1ed3i c\u1ee7a kh\u00e1ch h\u00e0ng \u0111\u00f3ng vai tr\u00f2 then ch\u1ed1t trong qu\u00e1 tr\u00ecnh n\u00e0y. M\u1ed9t s\u1ed1 doanh nghi\u1ec7p \u0111\u00e3 th\u1ef1c hi\u1ec7n th\u00e0nh c\u00f4ng chi\u1ebfn l\u01b0\u1ee3c m\u1edf r\u1ed9ng b\u1eb1ng c\u00e1ch ph\u00e1t tri\u1ec3n c\u00e1c s\u1ea3n ph\u1ea9m ph\u1ee5 tr\u1ee3 gi\u00fap t\u0103ng t\u00ednh li\u00ean k\u1ebft v\u1edbi s\u1ea3n ph\u1ea9m ch\u1ee7 l\u1ef1c.\n<\/p>\n\n\n V\u00ed d\u1ee5, Apple \u0111\u00e3 m\u1edf r\u1ed9ng d\u00f2ng s\u1ea3n ph\u1ea9m iPhone c\u1ee7a m\u00ecnh b\u1eb1ng c\u00e1ch gi\u1edbi thi\u1ec7u c\u00e1c m\u1eabu m\u1edbi v\u1edbi c\u00e1c t\u00ednh n\u0103ng kh\u00e1c nhau, gi\u00fap doanh thu t\u0103ng l\u00ean v\u00e0 h\u1ec7 sinh th\u00e1i s\u1ea3n ph\u1ea9m c\u0169ng ho\u00e0n thi\u1ec7n h\u01a1n.<\/p>\n\n\n Kh\u00f4ng ph\u1ea3i t\u1ea5t c\u1ea3 c\u00e1c s\u1ea3n ph\u1ea9m \u0111\u1ec1u c\u00f3 hi\u1ec7u qu\u1ea3 tr\u00ean th\u1ecb tr\u01b0\u1eddng. Doanh nghi\u1ec7p c\u1ea7n \u0111\u1ecbnh k\u1ef3 \u0111\u00e1nh gi\u00e1 c\u00e1c s\u1ea3n ph\u1ea9m \u0111\u1ec3 x\u00e1c \u0111\u1ecbnh m\u1eb7t h\u00e0ng kh\u00f4ng \u0111em l\u1ea1i l\u1ee3i \u00edch kinh t\u1ebf ho\u1eb7c kh\u00f4ng ph\u00f9 h\u1ee3p v\u1edbi xu h\u01b0\u1edbng ti\u00eau d\u00f9ng. Chi\u1ebfn l\u01b0\u1ee3c c\u1eaft t\u1ec9a d\u00f2ng s\u1ea3n ph\u1ea9m nh\u1eb1m lo\u1ea1i b\u1ecf nh\u1eefng s\u1ea3n ph\u1ea9m kh\u00f4ng hi\u1ec7u qu\u1ea3, gi\u1ea3m b\u1edbt s\u1ef1 ph\u00e2n t\u00e1n ngu\u1ed3n l\u1ef1c v\u00e0 t\u1eadp trung ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m c\u00f3 ti\u1ec1m n\u0103ng t\u0103ng tr\u01b0\u1edfng. Quy\u1ebft \u0111\u1ecbnh n\u00e0y c\u1ea7n d\u1ef1a tr\u00ean c\u00e1c ph\u00e2n t\u00edch th\u1ecb tr\u01b0\u1eddng, doanh thu v\u00e0 ph\u1ea3n h\u1ed3i c\u1ee7a kh\u00e1ch h\u00e0ng \u0111a d\u1ea1ng \u0111\u1ec3 \u0111\u1ea3m b\u1ea3o s\u1ef1 t\u1ed1i \u01b0u h\u00f3a trong ho\u1ea1t \u0111\u1ed9ng kinh doanh.<\/p>\n\n\n M\u1ed9t y\u1ebfu t\u1ed1 quan tr\u1ecdng kh\u00e1c l\u00e0 chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ecbnh gi\u00e1, gi\u00fap x\u00e1c \u0111\u1ecbnh m\u1ed1i li\u00ean h\u1ec7 gi\u1eefa gi\u00e1 tr\u1ecb s\u1ea3n ph\u1ea9m v\u00e0 nhu c\u1ea7u th\u1ecb tr\u01b0\u1eddng. C\u00e1c doanh nghi\u1ec7p th\u00e0nh c\u00f4ng th\u01b0\u1eddng \u00e1p d\u1ee5ng \u0111a d\u1ea1ng c\u00e1c chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ecbnh gi\u00e1: t\u1eeb \u0111\u1ecbnh gi\u00e1 cao nh\u1eb1m t\u1ea1o d\u1ef1ng h\u00ecnh \u1ea3nh sang tr\u1ecdng v\u00e0 \u0111\u1ed9c quy\u1ec1n, \u0111\u1ebfn \u0111\u1ecbnh gi\u00e1 c\u1ea1nh tranh \u0111\u1ec3 gia t\u0103ng s\u1ed1 l\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng. V\u00ed d\u1ee5, c\u00e1c th\u01b0\u01a1ng hi\u1ec7u n\u1ed5i ti\u1ebfng th\u01b0\u1eddng \u00e1p d\u1ee5ng chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ecbnh gi\u00e1 cao cho s\u1ea3n ph\u1ea9m ch\u1ee7 l\u1ef1c, k\u1ebft h\u1ee3p v\u1edbi c\u00e1c ch\u01b0\u01a1ng tr\u00ecnh khuy\u1ebfn m\u00e3i \u0111\u1eb7c bi\u1ec7t nh\u1eb1m thu h\u00fat l\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng l\u1edbn h\u01a1n. Chi\u1ebfn l\u01b0\u1ee3c n\u00e0y kh\u00f4ng ch\u1ec9 gi\u00fap c\u1ee7ng c\u1ed1 h\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u m\u00e0 c\u00f2n \u0111\u1ecbnh v\u1ecb s\u1ea3n ph\u1ea9m trong t\u00e2m tr\u00ed kh\u00e1ch h\u00e0ng m\u1ed9t c\u00e1ch r\u00f5 r\u00e0ng v\u00e0 nh\u1ea5t qu\u00e1n.<\/p>\n\n\n Hi\u1ec3u \u0111\u01b0\u1ee3c c\u00e1ch th\u1ee9c d\u00f2ng s\u1ea3n ph\u1ea9m ho\u1ea1t \u0111\u1ed9ng l\u00e0 ch\u00eca kh\u00f3a gi\u00fap doanh nghi\u1ec7p n\u1eafm b\u1eaft \u0111\u01b0\u1ee3c xu h\u01b0\u1edbng ti\u00eau d\u00f9ng v\u00e0 h\u00e0nh vi kh\u00e1ch h\u00e0ng. S\u1ef1 th\u00e0nh c\u00f4ng c\u1ee7a m\u1ed9t d\u00f2ng s\u1ea3n ph\u1ea9m kh\u00f4ng ch\u1ec9 ph\u1ee5 thu\u1ed9c v\u00e0o ch\u1ea5t l\u01b0\u1ee3ng s\u1ea3n ph\u1ea9m m\u00e0 c\u00f2n d\u1ef1a v\u00e0o nguy\u00ean t\u1eafc ho\u1ea1t \u0111\u1ed9ng v\u00e0 c\u00e1c quy\u1ebft \u0111\u1ecbnh qu\u1ea3n l\u00fd chi\u1ebfn l\u01b0\u1ee3c.<\/p>\n\n\n Vi\u1ec7c m\u1edf r\u1ed9ng d\u00f2ng s\u1ea3n ph\u1ea9m (product line) l\u00e0 m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c ph\u1ed5 bi\u1ebfn gi\u00fap doanh nghi\u1ec7p ph\u00e1t tri\u1ec3n th\u1ecb tr\u01b0\u1eddng v\u00e0 n\u00e2ng cao v\u1ecb th\u1ebf c\u1ea1nh tranh. Khi \u0111\u01b0\u1ee3c tri\u1ec3n khai h\u1ee3p l\u00fd, n\u00f3 kh\u00f4ng ch\u1ec9 l\u00e0m phong ph\u00fa danh m\u1ee5c s\u1ea3n ph\u1ea9m m\u00e0 c\u00f2n mang l\u1ea1i nhi\u1ec1u l\u1ee3i \u00edch v\u1ec1 m\u1eb7t th\u01b0\u01a1ng hi\u1ec7u v\u00e0 doanh thu. D\u01b0\u1edbi \u0111\u00e2y l\u00e0 c\u00e1c kh\u00eda c\u1ea1nh quan tr\u1ecdng khi th\u1ef1c hi\u1ec7n chi\u1ebfn l\u01b0\u1ee3c n\u00e0y:\n<\/p>\n\n\n C\u00e1c quy\u1ebft \u0111\u1ecbnh v\u1ec1 Product Line bao g\u1ed3m vi\u1ec7c l\u1ef1a ch\u1ecdn s\u1ea3n ph\u1ea9m n\u00e0o ti\u1ebfp t\u1ee5c \u0111\u01b0\u1ee3c \u0111\u1ea7u t\u01b0 v\u00e0 ph\u00e1t tri\u1ec3n, quy\u1ebft \u0111\u1ecbnh v\u1ec1 vi\u1ec7c \u0111\u1ea9y m\u1ea1nh qu\u1ea3ng b\u00e1 s\u1ea3n ph\u1ea9m n\u00e0o tr\u00ean th\u1ecb tr\u01b0\u1eddng v\u00e0 \u0111i\u1ec1u ch\u1ec9nh chi\u1ebfn l\u01b0\u1ee3c gi\u00e1 c\u1ea3 d\u1ef1a tr\u00ean ph\u1ea3n h\u1ed3i t\u1eeb kh\u00e1ch h\u00e0ng. Nh\u1eefng quy\u1ebft \u0111\u1ecbnh n\u00e0y kh\u00f4ng ch\u1ec9 ph\u1ea3n \u00e1nh kh\u1ea3 n\u0103ng th\u00edch \u1ee9ng c\u1ee7a doanh nghi\u1ec7p v\u1edbi bi\u1ebfn \u0111\u1ed9ng th\u1ecb tr\u01b0\u1eddng m\u00e0 c\u00f2n th\u1ec3 hi\u1ec7n t\u1ea7m nh\u00ecn chi\u1ebfn l\u01b0\u1ee3c trong vi\u1ec7c ph\u00e1t tri\u1ec3n b\u1ec1n v\u1eefng. C\u01a1 s\u1edf d\u1eef li\u1ec7u th\u1ecb tr\u01b0\u1eddng, ph\u1ea3n h\u1ed3i kh\u00e1ch h\u00e0ng v\u00e0 c\u00e1c ch\u1ec9 s\u1ed1 kinh doanh ch\u00ednh \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng \u0111\u1ec3 \u0111\u01b0a ra quy\u1ebft \u0111\u1ecbnh k\u1ecbp th\u1eddi v\u00e0 ch\u00ednh x\u00e1c, t\u1eeb \u0111\u00f3 t\u1ed1i \u01b0u h\u00f3a hi\u1ec7u qu\u1ea3 c\u1ee7a to\u00e0n b\u1ed9 h\u1ec7 th\u1ed1ng d\u00f2ng s\u1ea3n ph\u1ea9m.<\/p>\n\n\n V\u00ed D\u1ee5 C\u1ee5 Th\u1ec3 v\u1ec1 D\u00f2ng S\u1ea3n Ph\u1ea9m\n<\/i><\/p>\n\n\n \u0110\u1ec3 minh h\u1ecda th\u1ef1c t\u1ebf cho c\u00e1c kh\u00e1i ni\u1ec7m v\u00e0 chi\u1ebfn l\u01b0\u1ee3c \u0111\u00e3 \u0111\u01b0\u1ee3c ph\u00e2n t\u00edch \u1edf tr\u00ean, vi\u1ec7c xem x\u00e9t c\u00e1c v\u00ed d\u1ee5 v\u1ec1 d\u00f2ng s\u1ea3n ph\u1ea9m c\u1ee5 th\u1ec3 t\u1eeb nh\u1eefng doanh nghi\u1ec7p l\u1edbn l\u00e0 r\u1ea5t c\u1ea7n thi\u1ebft. Qua \u0111\u00f3, ch\u00fang ta c\u00f3 th\u1ec3 th\u1ea5y \u0111\u01b0\u1ee3c c\u00e1ch th\u1ee9c qu\u1ea3n l\u00fd v\u00e0 ph\u00e1t tri\u1ec3n d\u00f2ng s\u1ea3n ph\u1ea9m gi\u00fap h\u1ecd \u0111\u1ea1t \u0111\u01b0\u1ee3c th\u00e0nh c\u00f4ng n\u1ed5i b\u1eadt tr\u00ean th\u1ecb tr\u01b0\u1eddng.<\/p>\n\n\n Unilever l\u00e0 m\u1ed9t Product Line example \u0111i\u1ec3n h\u00ecnh. Doanh nghi\u1ec7p n\u00e0y s\u1edf h\u1eefu m\u1ed9t danh m\u1ee5c s\u1ea3n ph\u1ea9m v\u00f4 c\u00f9ng \u0111a d\u1ea1ng, t\u1eeb c\u00e1c m\u1eb7t h\u00e0ng ch\u0103m s\u00f3c c\u00e1 nh\u00e2n \u0111\u1ebfn th\u1ef1c ph\u1ea9m v\u00e0 \u0111\u1ed3 u\u1ed1ng. M\u1ed7i d\u00f2ng s\u1ea3n ph\u1ea9m c\u1ee7a Unilever \u0111\u1ec1u \u0111\u01b0\u1ee3c x\u00e2y d\u1ef1ng tr\u00ean n\u1ec1n t\u1ea3ng nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng s\u00e2u s\u1eafc, v\u1edbi chi\u1ebfn l\u01b0\u1ee3c m\u1edf r\u1ed9ng \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n th\u00f4ng qua vi\u1ec7c li\u00ean t\u1ee5c \u0111\u1ed5i m\u1edbi s\u1ea3n ph\u1ea9m. C\u00e1c th\u01b0\u01a1ng hi\u1ec7u con c\u1ee7a Unilever lu\u00f4n ch\u00fa tr\u1ecdng \u0111\u1ebfn ch\u1ea5t l\u01b0\u1ee3ng v\u00e0 uy t\u00edn, t\u1eeb \u0111\u00f3 t\u1ea1o ra ni\u1ec1m tin v\u1eefng ch\u1eafc trong l\u00f2ng kh\u00e1ch h\u00e0ng. B\u00ean c\u1ea1nh \u0111\u00f3, Unilever c\u0169ng tri\u1ec3n khai c\u00e1c chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ecbnh gi\u00e1 v\u00e0 khuy\u1ebfn m\u00e3i linh ho\u1ea1t, gi\u00fap t\u1ed1i \u01b0u h\u00f3a k\u00eanh ph\u00e2n ph\u1ed1i v\u00e0 t\u0103ng c\u01b0\u1eddng th\u1ecb ph\u1ea7n \u1edf m\u1ed7i ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau.<\/p>\n\n\n PepsiCo c\u0169ng l\u00e0 m\u1ed9t minh ch\u1ee9ng h\u00f9ng h\u1ed3n v\u1ec1 vi\u1ec7c ph\u00e1t tri\u1ec3n d\u00f2ng s\u1ea3n ph\u1ea9m hi\u1ec7u qu\u1ea3 trong ng\u00e0nh h\u00e0ng ti\u00eau d\u00f9ng nhanh. Doanh nghi\u1ec7p n\u00e0y kh\u00f4ng ch\u1ec9 t\u1eadp trung v\u00e0o n\u01b0\u1edbc gi\u1ea3i kh\u00e1t m\u00e0 c\u00f2n \u0111a d\u1ea1ng h\u00f3a s\u1ea3n ph\u1ea9m qua c\u00e1c d\u00f2ng snack v\u00e0 th\u1ef1c ph\u1ea9m. PepsiCo x\u00e2y d\u1ef1ng d\u00f2ng s\u1ea3n ph\u1ea9m c\u1ee7a m\u00ecnh d\u1ef1a tr\u00ean c\u00e1c nghi\u00ean c\u1ee9u v\u1ec1 h\u00e0nh vi ng\u01b0\u1eddi ti\u00eau d\u00f9ng, t\u1ea1o ra c\u00e1c s\u1ea3n ph\u1ea9m ph\u00f9 h\u1ee3p v\u1edbi xu h\u01b0\u1edbng \u0103n u\u1ed1ng hi\u1ec7n \u0111\u1ea1i. V\u1edbi chi\u1ebfn l\u01b0\u1ee3c marketing s\u00e1ng t\u1ea1o v\u00e0 \u00e1p d\u1ee5ng c\u00f4ng ngh\u1ec7 ph\u00e2n t\u00edch d\u1eef li\u1ec7u, PepsiCo \u0111\u00e3 li\u00ean t\u1ee5c c\u1eadp nh\u1eadt v\u00e0 c\u1ea3i ti\u1ebfn s\u1ea3n ph\u1ea9m, \u0111\u00e1p \u1ee9ng nhanh ch\u00f3ng v\u1edbi c\u00e1c thay \u0111\u1ed5i c\u1ee7a th\u1ecb tr\u01b0\u1eddng. \u0110i\u1ec1u n\u00e0y kh\u00f4ng ch\u1ec9 gi\u00fap duy tr\u00ec v\u1ecb tr\u00ed c\u1ea1nh tranh m\u00e0 c\u00f2n m\u1edf ra c\u01a1 h\u1ed9i cho vi\u1ec7c m\u1edf r\u1ed9ng th\u1ecb tr\u01b0\u1eddng to\u00e0n c\u1ea7u.<\/p>\n\n\n M\u1ed9t k\u1ebf ho\u1ea1ch marketing th\u00e0nh c\u00f4ng kh\u00f4ng ch\u1ec9 d\u1ef1a v\u00e0o ch\u1ea5t l\u01b0\u1ee3ng s\u1ea3n ph\u1ea9m m\u00e0 c\u00f2n c\u1ea7n c\u00f3 m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c r\u00f5 r\u00e0ng gi\u00fap khai th\u00e1c t\u1ed1i \u0111a gi\u00e1 tr\u1ecb c\u1ee7a d\u00f2ng s\u1ea3n ph\u1ea9m. Vi\u1ec7c \u0111\u00e1nh gi\u00e1 th\u1ecb tr\u01b0\u1eddng v\u00e0 d\u1ef1 b\u00e1o doanh thu l\u00e0 hai y\u1ebfu t\u1ed1 then ch\u1ed1t trong qu\u00e1 tr\u00ecnh n\u00e0y.<\/p>\n\n\n \u0110\u1ec3 x\u00e2y d\u1ef1ng m\u1ed9t k\u1ebf ho\u1ea1ch marketing v\u1eefng ch\u1eafc, doanh nghi\u1ec7p c\u1ea7n th\u1ef1c hi\u1ec7n \u0111\u00e1nh gi\u00e1 th\u1ecb tr\u01b0\u1eddng to\u00e0n di\u1ec7n. \u0110i\u1ec1u n\u00e0y bao g\u1ed3m vi\u1ec7c ph\u00e2n t\u00edch c\u00e1c \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng, x\u00e1c \u0111\u1ecbnh nhu c\u1ea7u v\u00e0 \u0111\u00e1nh gi\u00e1 xu h\u01b0\u1edbng ti\u00eau d\u00f9ng. C\u00e1c y\u1ebfu t\u1ed1 nh\u01b0 \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh, t\u00e2m l\u00fd ti\u00eau d\u00f9ng v\u00e0 m\u00f4i tr\u01b0\u1eddng kinh t\u1ebf c\u1ea7n \u0111\u01b0\u1ee3c kh\u1ea3o s\u00e1t m\u1ed9t c\u00e1ch chi ti\u1ebft.\n<\/p>\n\n\n Qua vi\u1ec7c nghi\u00ean c\u1ee9u s\u1ed1 li\u1ec7u th\u1ed1ng k\u00ea, kh\u1ea3o s\u00e1t \u00fd ki\u1ebfn kh\u00e1ch h\u00e0ng c\u0169ng nh\u01b0 c\u00e1c d\u1eef li\u1ec7u t\u1eeb th\u1ecb tr\u01b0\u1eddng, doanh nghi\u1ec7p c\u00f3 th\u1ec3 \u0111\u01b0a ra c\u00e1c gi\u1ea3i ph\u00e1p marketing t\u1ed1i \u01b0u, t\u1eeb vi\u1ec7c tinh ch\u1ec9nh th\u00f4ng \u0111i\u1ec7p qu\u1ea3ng c\u00e1o cho \u0111\u1ebfn vi\u1ec7c l\u1ef1a ch\u1ecdn k\u00eanh ph\u00e2n ph\u1ed1i ph\u00f9 h\u1ee3p. C\u00e1c n\u1ec1n t\u1ea3ng ph\u00e2n t\u00edch d\u1eef li\u1ec7u hi\u1ec7n \u0111\u1ea1i \u0111\u00e3 gi\u00fap c\u00e1c doanh nghi\u1ec7p n\u00e2ng cao hi\u1ec7u qu\u1ea3 trong vi\u1ec7c d\u1ef1 b\u00e1o xu h\u01b0\u1edbng v\u00e0 \u0111\u01b0a ra c\u00e1c quy\u1ebft \u0111\u1ecbnh chi\u1ebfn l\u01b0\u1ee3c nhanh ch\u00f3ng.<\/p>\n\n\n M\u1ed9t ph\u1ea7n quan tr\u1ecdng kh\u00f4ng th\u1ec3 thi\u1ebfu trong k\u1ebf ho\u1ea1ch marketing ch\u00ednh l\u00e0 d\u1ef1 b\u00e1o doanh thu t\u1eeb d\u00f2ng s\u1ea3n ph\u1ea9m. C\u00e1c s\u1ed1 li\u1ec7u d\u1ef1 b\u00e1o n\u00e0y th\u01b0\u1eddng \u0111\u01b0\u1ee3c x\u00e2y d\u1ef1ng d\u1ef1a tr\u00ean d\u1eef li\u1ec7u l\u1ecbch s\u1eed, xu h\u01b0\u1edbng ti\u00eau d\u00f9ng v\u00e0 c\u00e1c y\u1ebfu t\u1ed1 kinh t\u1ebf v\u0129 m\u00f4. Vi\u1ec7c s\u1eed d\u1ee5ng c\u00e1c m\u00f4 h\u00ecnh d\u1ef1 b\u00e1o doanh thu ti\u00ean ti\u1ebfn \u0111\u00e3 gi\u00fap doanh nghi\u1ec7p \u0111i\u1ec1u ch\u1ec9nh nhanh ch\u00f3ng c\u00e1c chi\u1ebfn l\u01b0\u1ee3c marketing, t\u1eeb \u0111\u00f3 t\u1ed1i \u01b0u h\u00f3a ngu\u1ed3n l\u1ef1c v\u00e0 \u0111\u1ea1t \u0111\u01b0\u1ee3c t\u0103ng tr\u01b0\u1edfng b\u1ec1n v\u1eefng. K\u1ebf ho\u1ea1ch marketing kh\u00f4ng ch\u1ec9 l\u00e0 c\u00f4ng c\u1ee5 d\u1ef1 b\u00e1o m\u00e0 c\u00f2n l\u00e0 kim ch\u1ec9 nam cho to\u00e0n b\u1ed9 chi\u1ebfn l\u01b0\u1ee3c kinh doanh, gi\u00fap c\u00e1c doanh nghi\u1ec7p x\u00e1c \u0111\u1ecbnh \u0111\u01b0\u1ee3c m\u1ee5c ti\u00eau c\u1ee5 th\u1ec3 v\u00e0 chi\u1ebfn l\u01b0\u1ee3c ph\u00e1t tri\u1ec3n d\u00e0i h\u1ea1n.\n<\/p>\n\n\n Chi\u1ebfn thu\u1eadt d\u00f2ng s\u1ea3n ph\u1ea9m v\u1edbi Depth v\u00e0 Length \u0111\u00f3ng vai tr\u00f2 quan tr\u1ecdng trong vi\u1ec7c x\u00e2y d\u1ef1ng v\u00e0 m\u1edf r\u1ed9ng danh m\u1ee5c s\u1ea3n ph\u1ea9m c\u1ee7a doanh nghi\u1ec7p. Vi\u1ec7c qu\u1ea3n l\u00fd k\u1ebft h\u1ee3p chi\u1ec1u d\u00e0i v\u00e0 \u0111\u1ed9 s\u00e2u d\u00f2ng s\u1ea3n ph\u1ea9m m\u1ed9t c\u00e1ch chi\u1ebfn l\u01b0\u1ee3c s\u1ebd gi\u00fap doanh nghi\u1ec7p kh\u00f4ng ch\u1ec9 \u0111\u00e1p \u1ee9ng \u0111\u01b0\u1ee3c nhu c\u1ea7u \u0111a d\u1ea1ng c\u1ee7a kh\u00e1ch h\u00e0ng m\u00e0 c\u00f2n t\u1ed1i \u01b0u h\u00f3a hi\u1ec7u qu\u1ea3 s\u1ea3n xu\u1ea5t, ph\u00e2n ph\u1ed1i v\u00e0 ti\u1ebfp th\u1ecb. T\u00f9y thu\u1ed9c v\u00e0o m\u1ee5c ti\u00eau th\u1ecb tr\u01b0\u1eddng v\u00e0 \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng, c\u00e1c doanh nghi\u1ec7p c\u00f3 th\u1ec3 \u00e1p d\u1ee5ng c\u00e1c chi\u1ebfn l\u01b0\u1ee3c m\u1edf r\u1ed9ng d\u00f2ng s\u1ea3n ph\u1ea9m theo chi\u1ec1u s\u00e2u ho\u1eb7c chi\u1ec1u d\u00e0i \u0111\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c s\u1ef1 c\u1ea1nh tranh t\u1ed1i \u01b0u trong ng\u00e0nh.\n<\/p>\n\n\n Product Line Depth \u0111\u1ec1 c\u1eadp \u0111\u1ebfn s\u1ed1 l\u01b0\u1ee3ng c\u00e1c phi\u00ean b\u1ea3n kh\u00e1c nhau c\u1ee7a s\u1ea3n ph\u1ea9m trong m\u1ed9t d\u00f2ng s\u1ea3n ph\u1ea9m nh\u1ea5t \u0111\u1ecbnh. Vi\u1ec7c t\u0103ng ho\u1eb7c gi\u1ea3m \u0111\u1ed9 s\u00e2u d\u00f2ng s\u1ea3n ph\u1ea9m gi\u00fap doanh nghi\u1ec7p t\u00f9y ch\u1ec9nh chi\u1ebfn l\u01b0\u1ee3c cung c\u1ea5p s\u1ea3n ph\u1ea9m, t\u1eeb \u0111\u00f3 \u0111\u00e1p \u1ee9ng nhu c\u1ea7u \u0111a d\u1ea1ng c\u1ee7a kh\u00e1ch h\u00e0ng v\u00e0 t\u1ed1i \u01b0u h\u00f3a kh\u1ea3 n\u0103ng c\u1ea1nh tranh tr\u00ean th\u1ecb tr\u01b0\u1eddng.\n<\/p>\n\n\n Khi m\u1ed9t d\u00f2ng s\u1ea3n ph\u1ea9m c\u00f3 \u0111\u1ed9 s\u00e2u th\u1ea5p, \u0111i\u1ec1u n\u00e0y c\u00f3 ngh\u0129a l\u00e0 doanh nghi\u1ec7p ch\u1ec9 cung c\u1ea5p m\u1ed9t ho\u1eb7c m\u1ed9t v\u00e0i phi\u00ean b\u1ea3n c\u1ee7a s\u1ea3n ph\u1ea9m trong c\u00f9ng m\u1ed9t d\u00f2ng. Chi\u1ebfn l\u01b0\u1ee3c n\u00e0y th\u01b0\u1eddng \u00e1p d\u1ee5ng cho nh\u1eefng doanh nghi\u1ec7p mu\u1ed1n duy tr\u00ec s\u1ef1 \u0111\u01a1n gi\u1ea3n trong vi\u1ec7c qu\u1ea3n l\u00fd s\u1ea3n ph\u1ea9m, gi\u1ea3m chi ph\u00ed s\u1ea3n xu\u1ea5t v\u00e0 t\u1eadp trung v\u00e0o m\u1ed9t ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng nh\u1ea5t \u0111\u1ecbnh. \u0110\u1ed9 s\u00e2u th\u1ea5p gi\u00fap doanh nghi\u1ec7p gi\u1ea3m b\u1edbt s\u1ef1 ph\u1ee9c t\u1ea1p v\u00e0 ti\u1ebft ki\u1ec7m chi ph\u00ed, nh\u01b0ng c\u0169ng c\u00f3 th\u1ec3 h\u1ea1n ch\u1ebf kh\u1ea3 n\u0103ng ti\u1ebfp c\u1eadn v\u00e0 ph\u1ee5c v\u1ee5 nhu c\u1ea7u \u0111a d\u1ea1ng c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng. V\u00ed d\u1ee5, m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u c\u00e0 ph\u00ea c\u00f3 th\u1ec3 ch\u1ec9 cung c\u1ea5p m\u1ed9t lo\u1ea1i c\u00e0 ph\u00ea h\u00f2a tan duy nh\u1ea5t cho th\u1ecb tr\u01b0\u1eddng, gi\u00fap t\u1eadp trung v\u00e0o ch\u1ea5t l\u01b0\u1ee3ng v\u00e0 qu\u1ea3ng b\u00e1 d\u1ec5 d\u00e0ng h\u01a1n.\n<\/p>\n\n\n Ng\u01b0\u1ee3c l\u1ea1i, \u0111\u1ed9 s\u00e2u cao mang l\u1ea1i s\u1ef1 \u0111a d\u1ea1ng v\u00e0 linh ho\u1ea1t trong d\u00f2ng s\u1ea3n ph\u1ea9m, cung c\u1ea5p nhi\u1ec1u l\u1ef1a ch\u1ecdn kh\u00e1c nhau cho ng\u01b0\u1eddi ti\u00eau d\u00f9ng, t\u1eeb c\u00e1c phi\u00ean b\u1ea3n s\u1ea3n ph\u1ea9m c\u00f3 t\u00ednh n\u0103ng kh\u00e1c nhau, k\u00edch c\u1ee1, m\u00e0u s\u1eafc, cho \u0111\u1ebfn c\u00e1c s\u1ea3n ph\u1ea9m chuy\u00ean bi\u1ec7t. Chi\u1ebfn l\u01b0\u1ee3c n\u00e0y cho ph\u00e9p doanh nghi\u1ec7p \u0111\u00e1p \u1ee9ng nhu c\u1ea7u \u0111a d\u1ea1ng c\u1ee7a c\u00e1c nh\u00f3m kh\u00e1ch h\u00e0ng, t\u1eeb nh\u1eefng y\u00eau c\u1ea7u c\u01a1 b\u1ea3n \u0111\u1ebfn nh\u1eefng nhu c\u1ea7u \u0111\u1eb7c bi\u1ec7t. Tuy nhi\u00ean, vi\u1ec7c m\u1edf r\u1ed9ng \u0111\u1ed9 s\u00e2u c\u0169ng \u0111\u00f2i h\u1ecfi doanh nghi\u1ec7p ph\u1ea3i c\u00f3 kh\u1ea3 n\u0103ng qu\u1ea3n l\u00fd s\u1ea3n xu\u1ea5t v\u00e0 ph\u00e2n ph\u1ed1i hi\u1ec7u qu\u1ea3 \u0111\u1ec3 tr\u00e1nh vi\u1ec7c l\u00e3ng ph\u00ed ngu\u1ed3n l\u1ef1c. V\u00ed d\u1ee5, m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u gi\u00e0y th\u1ec3 thao c\u00f3 th\u1ec3 cung c\u1ea5p c\u00e1c d\u00f2ng s\u1ea3n ph\u1ea9m v\u1edbi nhi\u1ec1u l\u1ef1a ch\u1ecdn v\u1ec1 m\u00e0u s\u1eafc, ki\u1ec3u d\u00e1ng, v\u00e0 c\u00f4ng ngh\u1ec7 (gi\u00e0y cho ch\u1ea1y b\u1ed9, gi\u00e0y cho b\u00f3ng r\u1ed5, gi\u00e0y t\u1eadp gym), nh\u1eb1m ph\u1ee5c v\u1ee5 cho t\u1eebng \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng c\u1ee5 th\u1ec3.\n<\/p>\n\n\n Product Line Length li\u00ean quan \u0111\u1ebfn t\u1ed5ng s\u1ed1 s\u1ea3n ph\u1ea9m trong m\u1ed9t d\u00f2ng s\u1ea3n ph\u1ea9m v\u00e0 c\u00e1ch th\u1ee9c doanh nghi\u1ec7p m\u1edf r\u1ed9ng ho\u1eb7c thu h\u1eb9p danh m\u1ee5c s\u1ea3n ph\u1ea9m \u0111\u1ec3 \u0111\u00e1p \u1ee9ng nhu c\u1ea7u c\u1ee7a th\u1ecb tr\u01b0\u1eddng. C\u00e1c chi\u1ebfn l\u01b0\u1ee3c v\u1ec1 chi\u1ec1u d\u00e0i d\u00f2ng s\u1ea3n ph\u1ea9m gi\u00fap doanh nghi\u1ec7p ti\u1ebfp c\u1eadn v\u00e0 ph\u1ee5c v\u1ee5 nhi\u1ec1u ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng kh\u00e1c nhau, t\u1eeb ph\u00e2n kh\u00fac cao c\u1ea5p \u0111\u1ebfn ph\u00e2n kh\u00fac \u0111\u1ea1i ch\u00fang, t\u1ea1o n\u00ean s\u1ef1 linh ho\u1ea1t trong vi\u1ec7c ph\u00e1t tri\u1ec3n v\u00e0 c\u1ea1nh tranh tr\u00ean th\u1ecb tr\u01b0\u1eddng.\n<\/p>\n\n\n Khi doanh nghi\u1ec7p m\u1edf r\u1ed9ng d\u00f2ng s\u1ea3n ph\u1ea9m theo chi\u1ec1u d\u00e0i b\u1eb1ng c\u00e1ch k\u1ebft h\u1ee3p v\u1edbi Up Market, t\u1ee9c l\u00e0 b\u1ed5 sung c\u00e1c s\u1ea3n ph\u1ea9m cao c\u1ea5p h\u01a1n v\u00e0o danh m\u1ee5c hi\u1ec7n c\u00f3, m\u1ee5c ti\u00eau l\u00e0 \u0111\u1ec3 ti\u1ebfp c\u1eadn v\u00e0 thu h\u00fat kh\u00e1ch h\u00e0ng thu\u1ed9c ph\u00e2n kh\u00fac cao c\u1ea5p. Chi\u1ebfn l\u01b0\u1ee3c n\u00e0y gi\u00fap doanh nghi\u1ec7p n\u00e2ng cao gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u v\u00e0 t\u1ea1o ra ngu\u1ed3n thu l\u1edbn h\u01a1n t\u1eeb nh\u1eefng kh\u00e1ch h\u00e0ng s\u1eb5n s\u00e0ng chi tr\u1ea3 cho c\u00e1c s\u1ea3n ph\u1ea9m cao c\u1ea5p. V\u00ed d\u1ee5, m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u \u0111i\u1ec7n tho\u1ea1i c\u00f3 th\u1ec3 ph\u00e1t tri\u1ec3n c\u00e1c phi\u00ean b\u1ea3n cao c\u1ea5p c\u1ee7a s\u1ea3n ph\u1ea9m v\u1edbi t\u00ednh n\u0103ng \u0111\u1eb7c bi\u1ec7t nh\u01b0 camera si\u00eau n\u00e9t, m\u00e0n h\u00ecnh OLED, ho\u1eb7c thi\u1ebft k\u1ebf sang tr\u1ecdng h\u01a1n \u0111\u1ec3 ph\u1ee5c v\u1ee5 c\u00e1c kh\u00e1ch h\u00e0ng th\u01b0\u1ee3ng l\u01b0u.\n<\/p>\n\n\n Ng\u01b0\u1ee3c l\u1ea1i, Product Line k\u1ebft h\u1ee3p v\u1edbi Down Market gi\u00fap doanh nghi\u1ec7p m\u1edf r\u1ed9ng d\u00f2ng s\u1ea3n ph\u1ea9m c\u1ee7a m\u00ecnh xu\u1ed1ng c\u00e1c ph\u00e2n kh\u00fac gi\u00e1 r\u1ebb h\u01a1n, h\u01b0\u1edbng \u0111\u1ebfn nh\u00f3m kh\u00e1ch h\u00e0ng c\u00f3 thu nh\u1eadp trung b\u00ecnh ho\u1eb7c th\u1ea5p. Chi\u1ebfn l\u01b0\u1ee3c n\u00e0y gi\u00fap doanh nghi\u1ec7p gia t\u0103ng th\u1ecb ph\u1ea7n b\u1eb1ng c\u00e1ch thu h\u00fat m\u1ed9t l\u01b0\u1ee3ng l\u1edbn kh\u00e1ch h\u00e0ng h\u01a1n, \u0111\u1ed3ng th\u1eddi c\u0169ng cho ph\u00e9p doanh nghi\u1ec7p ti\u1ebfp c\u1eadn v\u1edbi c\u00e1c th\u1ecb tr\u01b0\u1eddng ch\u01b0a \u0111\u01b0\u1ee3c khai th\u00e1c. Tuy nhi\u00ean, vi\u1ec7c m\u1edf r\u1ed9ng xu\u1ed1ng ph\u00e2n kh\u00fac gi\u00e1 th\u1ea5p c\u0169ng \u0111i k\u00e8m v\u1edbi s\u1ef1 c\u1ea1nh tranh gay g\u1eaft v\u00e0 y\u00eau c\u1ea7u doanh nghi\u1ec7p ph\u1ea3i qu\u1ea3n l\u00fd hi\u1ec7u qu\u1ea3 chi ph\u00ed s\u1ea3n xu\u1ea5t \u0111\u1ec3 gi\u1eef \u0111\u01b0\u1ee3c l\u1ee3i nhu\u1eadn.\n<\/p>\n\n\n Product Line k\u1ebft h\u1ee3p v\u1edbi Two Way l\u00e0 chi\u1ebfn l\u01b0\u1ee3c m\u00e0 doanh nghi\u1ec7p k\u1ebft h\u1ee3p c\u1ea3 hai h\u01b0\u1edbng m\u1edf r\u1ed9ng d\u00f2ng s\u1ea3n ph\u1ea9m, v\u1eeba ph\u00e1t tri\u1ec3n c\u00e1c s\u1ea3n ph\u1ea9m cao c\u1ea5p (Up Market) \u0111\u1ec3 thu h\u00fat kh\u00e1ch h\u00e0ng th\u01b0\u1ee3ng l\u01b0u, v\u1eeba ph\u00e1t tri\u1ec3n c\u00e1c s\u1ea3n ph\u1ea9m gi\u00e1 r\u1ebb (Down Market) \u0111\u1ec3 ph\u1ee5c v\u1ee5 nh\u00f3m kh\u00e1ch h\u00e0ng ph\u1ed5 th\u00f4ng. Vi\u1ec7c n\u00e0y gi\u00fap doanh nghi\u1ec7p bao ph\u1ee7 to\u00e0n b\u1ed9 th\u1ecb tr\u01b0\u1eddng v\u00e0 t\u0103ng c\u01b0\u1eddng kh\u1ea3 n\u0103ng c\u1ea1nh tranh. Tuy nhi\u00ean, doanh nghi\u1ec7p c\u1ea7n ph\u1ea3i ch\u00fa \u00fd c\u00e2n \u0111\u1ed1i gi\u1eefa c\u00e1c ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng \u0111\u1ec3 kh\u00f4ng l\u00e0m \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn h\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u t\u1ed5ng th\u1ec3. M\u1ed9t v\u00ed d\u1ee5 \u0111i\u1ec3n h\u00ecnh l\u00e0 m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u \u00f4 t\u00f4 c\u00f3 th\u1ec3 s\u1ea3n xu\u1ea5t c\u1ea3 c\u00e1c d\u00f2ng xe cao c\u1ea5p v\u00e0 xe gi\u00e1 r\u1ebb, gi\u00fap m\u1edf r\u1ed9ng \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng t\u1eeb t\u1ea7ng l\u1edbp cao \u0111\u1ebfn t\u1ea7ng l\u1edbp trung b\u00ecnh.\n<\/p>\n\n\n S\u1ef1 kh\u00e1c bi\u1ec7t gi\u1eefa Product Line v\u00e0 Product Mix l\u00e0 g\u00ec<\/a>? Khi t\u00ecm hi\u1ec3u v\u1ec1 chi\u1ebfn l\u01b0\u1ee3c s\u1ea3n ph\u1ea9m c\u1ee7a doanh nghi\u1ec7p, hai kh\u00e1i ni\u1ec7m quan tr\u1ecdng l\u00e0 Product Line v\u00e0 Product Mix th\u01b0\u1eddng d\u1ec5 b\u1ecb nh\u1ea7m l\u1eabn. Tuy nhi\u00ean, hai thu\u1eadt ng\u1eef n\u00e0y l\u1ea1i ph\u1ea3n \u00e1nh hai c\u1ea5p \u0111\u1ed9 ho\u00e0n to\u00e0n kh\u00e1c nhau trong chi\u1ebfn l\u01b0\u1ee3c qu\u1ea3n l\u00fd s\u1ea3n ph\u1ea9m. T\u00ecm hi\u1ec3u chi ti\u1ebft h\u01a1n qua b\u1ea3ng sau \u0111\u00e2y:\n<\/p>\n\n\n1. Product Line L\u00e0 G\u00ec?<\/span><\/h2>\n\n\n
<\/figure>\n\n
2. L\u1ee3i \u00cdch c\u1ee7a Vi\u1ec7c Hi\u1ec3u D\u00f2ng S\u1ea3n Ph\u1ea9m\n<\/span><\/h2>\n\n\n
3. C\u00e1c Chi\u1ebfn L\u01b0\u1ee3c Qu\u1ea3n L\u00fd Product Line\n<\/span><\/h2>\n\n\n
<\/figure>\n\n
3.1. Chi\u1ebfn L\u01b0\u1ee3c M\u1edf R\u1ed9ng D\u00f2ng S\u1ea3n Ph\u1ea9m\n<\/span><\/h3>\n\n\n
3.2. Chi\u1ebfn L\u01b0\u1ee3c C\u1eaft T\u1ec9a D\u00f2ng S\u1ea3n Ph\u1ea9m \n<\/span><\/h3>\n\n\n
3.3. Chi\u1ebfn L\u01b0\u1ee3c \u0110\u1ecbnh Gi\u00e1 D\u00f2ng S\u1ea3n Ph\u1ea9m \n<\/span><\/h3>\n\n\n
4. C\u00e1ch Th\u1ee9c Product Line Ho\u1ea1t \u0110\u1ed9ng \n<\/span><\/h2>\n\n\n
4.1. M\u1edf R\u1ed9ng Product Line\n<\/span><\/h3>\n\n\n
\n
4.2. C\u00e1c Quy\u1ebft \u0110\u1ecbnh Qu\u1ea3n L\u00fd Product Line \n<\/span><\/h3>\n\n\n
5. V\u00ed D\u1ee5 C\u1ee5 Th\u1ec3 V\u1ec1 Product Line\n<\/span><\/h2>\n\n\n
\n<\/h2>\n\n\n\n
<\/figure>\n\n
5.1. D\u00f2ng S\u1ea3n Ph\u1ea9m C\u1ee7a Unilever \n<\/span><\/h3>\n\n\n
5.2. D\u00f2ng S\u1ea3n Ph\u1ea9m C\u1ee7a PepsiCo<\/span><\/h3>\n\n\n
6. K\u1ebf Ho\u1ea1ch Marketing Cho D\u00f2ng S\u1ea3n Ph\u1ea9m \n<\/span><\/h2>\n\n\n
6.1. \u0110\u00e1nh Gi\u00e1 Th\u1ecb Tr\u01b0\u1eddng \n<\/span><\/h3>\n\n\n
6.2. D\u1ef1 B\u00e1o Doanh Thu \n<\/span><\/h3>\n\n\n
7. Chi\u1ebfn Thu\u1eadt D\u00f2ng S\u1ea3n Ph\u1ea9m V\u1edbi Depth V\u00e0 Length\n<\/span><\/h2>\n\n\n
7.1. Product Line Depth (\u0110\u1ed9 s\u00e2u D\u00f2ng s\u1ea3n ph\u1ea9m)\n<\/span><\/h3>\n\n\n
7.1.1. \u0110\u1ed9 S\u00e2u Th\u1ea5p\n<\/span><\/h4>\n\n\n
7.1.2. \u0110\u1ed9 S\u00e2u Cao\n<\/span><\/h4>\n\n\n
7.2. Product Line Length (Chi\u1ec1u d\u00e0i d\u00f2ng s\u1ea3n ph\u1ea9m)\n<\/span><\/h3>\n\n\n
7.2.1. Product Line K\u1ebft H\u1ee3p V\u1edbi Up Market\n<\/span><\/h4>\n\n\n
7.2.2. Product Line K\u1ebft H\u1ee3p V\u1edbi Down Market\n<\/span><\/h4>\n\n\n
7.2.3. Product Line K\u1ebft H\u1ee3p V\u1edbi Two Way\n<\/span><\/h4>\n\n\n
8. Ph\u00e2n Bi\u1ec7t Product Line V\u00e0 Product Mix\n<\/span><\/h2>\n\n\n