Chin lc sn phm l tng th cc nh hng, nguyn

tc v bin php xc lp mt loi sn phm sao cho

ph hp vi tng th trng, ph hp tng giai on khc

nhau ca chu k sng sn phm. Gm cc bc

Tm ra tng mi

Chn lc v nh gi tng mi

Phn tch v mt kinh doanh

S pht trin v th nghim

Thng mi ho

Li ch ct li

Sn phm hin thc

Sn phm mong i

Sn phm m rng (dch v cng thm)

Sn phm tim nng

Nm Tng ca sn phm:

Mt cng ty c th sinh li hay khng ph thuc vo

m rng chng loi hng ho bng hai cch: pht

trin v b sung thm

Vic pht trin c th hng xung hoc hng ln

hoc theo c hai hng

B sung sn phm mi trong khun kh hin c

nhm thm li nhun, lp hoc xo khong trng, tn

dng nng lc tha, tr thnh ch cht

Khi c nhiu chng loi hng ho cn tp hp vo

danh mc hng ho gip cng ty xc nh chnh sch

hng ho ca mnh

Hng ha theo nhu cu thng

Khng hay bit hay khng ngh n Cn qung co v bn hng c nhn

Bo him tnh mng, hin mu, bia m

Hng ha theo nhu cuc bit B nhiu cng sc tm kim Gi cao Tnh nng c bit C thng hiu t ch bn

i.e Lamborghini, Rolex

Hng ha mua c la chn Mua t thng xuyn, C cn nhc v so snh Gi cao t bn nhiu ni

Qun o, xe hi, in gia dng

Hng ha s dng thng ngy Mua thng xuyn hay khn cp

ngu hng Gi thp Mass advertising Bn nhiu ni

Bo ch, ko, thuc l

Quyt nh ca c nhn v sn phm

Thuc tnh sn phm

Thng hiu (brand)

Bao b

Nhn hiu (label)

Dch v h tr

Cht lng

Tnh nng

Phong cch

Kh nng d tnh ca sn phm cth thc hin cc chc nng bn, tnh chnh xc, tin cy

Gip phn bit sn phm so vii th cnh tranh

To s khc bit, cm nhnring

Chc nng:

C th ho, s vui thch, chuyn bit, d phn bit

Mt thng hiu duy nht cho tt c cc sn phm

Phn bit ho cc nhn hiu cho tng nhm sn phm

Phn bit ho cc nhn hiu cho tt c cc sn phm

Kt hp thng hiu ca doanh nghip vi tn nhn

hiu ring ca tng sn phm

Thng tin c in trn sn phm

v trn bao b.

Chc nng:

Xc nh sn phm hay thng hiu

M t mt vi iu v sn phm

Kch thch s mua sn phm qua hnh

thc nhng biu tng hp dn, mu

sc

A classic labeling example.

What about this label helps to sell the product?

Click or press spacebar to return.

Nhn hiu c vai tr quan trng lm tng gi tr

i vi ngi tiu dng: th hin s m bo v cht

lng, phn bit vi sn phm khc, thu ht s ch , s

thch th ni ngi tiu th

i vi cng ty: gia tng n tng, nhn hiu ni ting

thng t gi cao

Chc nng: thc tin, bo m, c th ho, vui thch,

chuyn bit, phn bit

Tn nhn cn d pht m, d ghi nh, d phn bit, d gy

n tng. i vi sn phm bn nhiu nc phi d s

dng, nhn bit, trnh dng t xu

Bao b: vt cha hay bao gi sn phm

Bao b tt cn phi: thch ng tiu chun, lut l, th

trng mc tiu, qung co, gi c, tip th, bo v sn

phm bn trong, phn bit sn phm ny vi sn phm

khc, lm tng gi tr sn phm, truyn t thng tin n

khch hng, bao b rng phi c hu b an ton

Cn phi chn bao b phn nh tt c gi tr sn phm

vi y chc nng v chi ph ti thiu

TM LI

Bo v sn phm

Thun li cho chuyn ch

Thun li cho bn hng

To s thch ng ca sn phm

/v nhu cu ca ngi tiu th

Thun li cho tiu dng

D dng bo qun

Tha mn nhu cu ca th trng mc tiu v tng li th cnh tranh.

Bc 1. iu tra xem khch hng thm nh th no v

dch v hin ti ca doanh nghip v xy dng nhng tng

mi cho dch v mi.

Bc 2. Xem xt chi ph cho dch v mi.

Bc 3. Pht trin dch v mi tha mn khch hng,

tng li nhun cho cng ty v ginh li th cnh tranh.

Chin lc chng loi chng loi sn phm cng di th

thng phn b ri ro cng tt, cc sn phm khng cn

hiu qu cn c loi b

Chin lc thch ng sn phm nng cao cht lng sn

phm v h gi bn

Chin lc i mi sn phm to sn phm mi, kh mo

him v mc thnh cng khng cao

Chin lc bt chc sn phm khc tp hp c nhiu

u im, nhng phi tin hnh nhanh

Chin lc nh v sn phm khc su hnh nh sn phm,

gip phn bit vi sn phm khc gip hn ch ng hng

ho

Tm ra nhng tng mi

Chn lc v nh gi tng mi

Hoch nh chin lc marketing

Pht trin sn phm

Th nghim trn th trng

Thng mi ha sn phm

Pht trin v th nghim khi nim

Phn tch v mt kinh doanh

1. Khi nim bn hng

Bn hng l mt thut ng kinh t c cp

n nh mt s trao i hng ho v dch v

thu li nhun. Bn hng l bc sau cng ca mt

chui lin tc nhng tng tc gia cng ty v th

trng

2. Qui trnh bn hng

Xc nh khch hng trin vng

Tip cn khch hng

Thm d, tm hiu khch hng khi tip xc

a ra gii php h tr

Gt giao dch

3. Chin lc bn hng

3.1. Lp k hoch bn hng

3.2. Thc hin chin lc bn hng

3.1. Lp k hoch bn hng3.1.1. Phn tch Swot

im mnh (Strengths): mng li khch hng tt, kinh

nghim qun l gii, i ng bn hng c kinh nghim, s

trung thnh ca khch hng cao, h thng phn phi hiu

qu, gi hng tng i r, lun ci tin v sn phm, tnh

cht sn phm, v.v

im yu (Weaknesses): nh qun l thiu kinh nghim,

thiu nhit tm bn hng, i ng bn hng thiu kinh

nghim, h thng phn phi hot ng khng hiu qu, gi

thnh cao, v.v

3.1. Lp k hoch bn hng

3.1.1. Phn tch Swot

C hi (Opportunities): t i th cnh tranh hay i th

cnh tranh yu, nhu cu tng ln, khan him sn phm ti

a phng, chnh sch ca chnh ph thun li cho hot

ng bn hng, v.v

Nguy c (Threats): thin tai, s thay i chnh sch ca

chnh ph, cnh tranh trn th trng qu mnh, c s i l

xung cp.

3.1. Lp k hoch bn hng

3.1.2. Phn tch i th cnh tranh

a. Xc nh i th cnh tranh

Bng cch tm hiu theo sn phm

Bng cch phn nhm cng ty c chung chin lc

Xc nh i th tim nng

b. nh gi kh nng i th cnh tranh

nh gi theo cc thng tin ni b, thng tin th trng v

khch hng

Xc nh yu t quyt nh s thnh cng ca ngnh hng so

vi cc i th cnh tranh ca cc ngnh lin quan

c. Thu thp ngun thng tin v i th cnh tranh

3.1. Lp k hoch bn hng

3.1.3. Phn tch nhu cu, th hiu khch hng

bn c hng ha, cn phi hiu r nhu cu, th hiu

ca khch hng. C nhiu nhm khch hng khc nhau,

da trn nhng c im nh mc thu nhp, cng vic,

li sng, gii tnh v s thch tiu dng. Mi nhm khch

hng khc nhau c nhng nhu cu khc nhau, v th

nhng li ch ngi bn hng mang li cho khch hng

ny c th khng c hiu qu i vi khch hng khc.

3.2. Chin lc bn hng3.1. Thit lp h thng phn phi hp l

Nh sn xut Nh sn xut Nh sn xut

Ngi tiu dng Ngi tiu dng Ngi tiu dng

3. Chin lc bn hng3.1. Thit lp h thng phn phi hp l

Nh sn xut Nh sn xut Nh sn xut

Ngi tiu dng Ngi tiu dng Ngi tiu dng

Trung gian

3. Chin lc bn hng3.1. Thit lp h thng phn phi hp l

Nh sn xut

Nh bn bun

Ngi tiu dng

Nh bn l

i lMi

gii

3. Chin lc bn hng3.2. Chn sn phm

3.3. p dng phng thc bn l

Bn l l hot ng bao gm vic bn sn phm, dch v

trc tip cho ngi tiu dng cui cng v mc tiu tiu dng

c nhn v khng mang tnh cht thng mi.

3.4. p dng phng thc bn s

Bn s bao gm cc hot ng lin quan n vic phn

phi sn phm n khch hng khng phi tiu dng c

nhn m bn li hay tiu dng cng nghip vi mc tiu

li nhun.

3. Chin lc bn hng

3.5. Gi cnh tranh

3.6. Dch v hon ho

Dng th

Xy dng doanh nghip bng lng trung thnh ca khch

hng

i hng

Dch v hp nhu cu

Gi qu min ph

3. Chin lc bn hng

3.7. Dch v khuyn mi

Gim gi

Tng qu

Bc thm, trng thng

3. Chin lc bn hng

3.8. Xy dng v o to i ng bn hng

Gu: l loi vt mnh m v ng n. Gu v cng nhn ni,

kin quyt, do dai.

Tc k: l loi lun bit mnh phi lm th no ha vo

mi trng xung quanh v thch nghi vi mi hon cnh.

Ch: ni ting v lng trung thnh v s thn thin.

Voi: c mt ln da dy, mt tr nh tuyt vi v mt cm

xc mnh m.

Kh: thng minh v c kh nng hi hc tuyt vi.

Th trng mc tiu

Li nhun

Phm vi sn phm

u im

Gi thnh

Cht lng

Phng thc phn phi

Chin lc: Ngi Vit dng hng Vit

Nhc im

nh kin

Tim lc cnh tranh

Xc nh mc tiu

nh gi nhu cu tiu th

c lng chi ph

Phn tch i th cnh tranh

Chn cch nh gi

nh mc gi

Xc nh mc tiu

Gy dng uy tn thng hiu

Xa b nh kin v hng ni a

Tin n chim lnh th trng

Li nhun va phi

u t cho marketing hn hp

Lu

C th nhu cu chng loi sn phm ln, nhng phi xem xt

nhu cu dng sn phm ni a

Nu l loi sn phm ra sau, cn theo mc gi hin hnh

Xc nh sn phm c hm lng khoa hc cao, gi bn qu

r d c tm l nghi ng cht lng.

nh gi phi linh hot trnh hng tn kho qu hn phi hy

Nu khch hng l nh nc khng nhy cm vi gi, lc ny

ph hoa hng v ch hu mi l quan trng

Phng php nh gi (M hnh 3 Cs)

Customers. Mc cu ca khch hng

Costs funtions. Hm s cc chi ph

Competitors. Gi bn ca cc i th cnh tranh

Gi chn s nm ch gia

gi qu thp khng em li li nhun v

gi qu cao khng to c mc cu

L trnh xc nh gi

Xc nh chnh xc gi sn lm mc bit li l

nh gi khong 2/3 gi sn phm tng ng thuc

nhm ngoi nhp gi cao

i chiu nhm ngoi nhp gi va phi (Thi Lan,

Trung Quc) iu chnh i cht

nh gi theo phn khc th trng (t nhn. nh

nc,mua nhiu nhanh, chm t)

nh mc gi

Trin khai chin lc gi

Bn theo gi xc nh

Theo di mi bin ng ca th trng, ca i th

cnh tranh, iu chnh gi cho ph hp

Nu nguyn liu dng l ngoi nhp, phi c kh

nng d tr

Kt hp chin lc marketing-hn hp, nh mc

hoa hng, mc chit khu, ch hu mi, c vn k

thut h tr cho chin lc gi c

Chin lc khuyn mi l mi hot ng gp

phn vo vic gia tng v khuch trng khi

lng bn.

Mc ch ca bn hng, y mnh tiu th l

kch thch s ho hc v quan tm ca khch

hng i vi sn phm hay dch v ca cng

Xuc tien ban

Xuc tien

hon hp

Tuyen truyen

Ban hang ca nhan

Quang cao

Khuyn khch tiu dng nhiu hn, mua s lng ln hn

Kch thch nhng ngi cha s dng hng s dng th.

Khuyn khch ngi bn l b sung hng mi vo danh

mc.

Thu ht nhng ngi mua cc hng ca i th cnh tranh

chuyn sang mua sn phm ca mnh.

Khuyn khch nhn vin bn hng ca mnh h tr nhng

mt hng mi hoc mu m mi

Hng mu, phiu mua hng, bao gi ti ni bn hng

Trng by hng ha ti ni bn hng

Kch thch khu vc bun bn (khuyn mi cho i l, m

rng phn phi)

X s, tr chi

Hi tho, trin lm thng mi

Thc hin dch v h tr sn phm

Xc nh cng kch thch

Xc nh i tng tham gia

Thit lp phng tin ph bin ti liu

Xc nh thi gian ko di ca chng trnh

La chn thi gian thc hin chng trnh xc tin

Xc nh ngn sch xc tin thng mi

K hoch chiu hng

Hon cnh

th trng

Cc vn

cn gii quyt

Cc phng php

cn tin hnh

C cnh tranh, cngii thiu sn

phm mi

Kim thm khchhng, tng s

lng bn hng

Cho th t do Thng hin vt Cho hng

Mc bn ng gihoc gim cht t.

i th cnh tranh

xc tin qung co

mnh m.

Tng lng hngbn ra.

i ph li hnh

ng cnh tranh.

Tng phn thng. Bn hng kt hp biu

tng.

Bt tin.

Gim gi i vi mt

hng .

Bc 1. Pht trin h thng xc tin bn hng

Bc 2. nh gi v quyt nh h thng

Bc 3. Pht trin k hoch chin lc bn hng

Bc 4. a k hoch ra tho lun trong tp th

Bc 5. Lp k hoch chi tit

Bc 6. To s khc bit trong k hoch xc tin

Bc 7. Thit k qung co

Bc 8. Tip xc vi cc phng tin truyn thng

Hiu qu ca chng trnh xc tin bn

hng thng c nh gi da trn

kt qu lm tng doanh s cc cng ty

sn xut thng s dng phng php

so snh cc ch tiu doanh s tiu th

ca thi gian trc, trong v sau khi

thc hin chng trnh

Qung co l tip im thng tin gia nh sn xut v

khch hng. Qung co khng ch cung cp mt cch

n gin nhng thng tin v sn phm v dch v m

cn tm cch gy nh hng n hnh ng ca i

tng mc tiu bng nhng thng ip n tng.

Bn thn qung co khng bn c hng nhng l

mt cng c tip th nh hng n hot ng bn

hng

Qung co c tnh cht l lm cho i tng mc tiu

ch n v nhn ra ai l ngi qung co

Qung co l mt hnh thc truyn thng c tr tin

thc hin.

Ngi chi tr cho ni dung qung co l mt tc nhn

c xc nh.

Ni dung qung co nhm thuyt phc hoc to nh

hng tc ng vo ngi mua hng.

Thng ip qung co c th c chuyn n khch

hng bng nhiu phng tin truyn thng khc nhau.

Qung co tip cn n mt i b phn khch hng

tim nng.

Qung co l mt hot ng truyn thng marketing phi

c th

Chc nng ng ten: a vo cc phng chm x s mi

hay phong cch tiu dng mi

Chc nng khuch i: Lm tng s quan trng v cng iu

nhng s thay i trong sn phm hng ha

Chc nng tiu im: a ra mt li sng mi v nhng hng

ha ph hp vi li sng

Chc nng lng knh: Lm cho cc thng tin qung co thch

nghi vi nhng nhm ngi tiu dng khc nhau v cc loi hng

ha khc nhau

Chc nng ting vang: S dng nhc n cng dng ca

sn phm thng dng qung co cho cc loi hng ha nh cht

ty ra

3. CHC NNG C BN CA QUNG CO

To s nhn thc: Nu khch hng cha bit n hay cha bit

nhiu n sn phm th cn to s ch n sn phm. Qung co

thng bo n th trng mc tiu v s c mt ca sn phm.

To s hiu bit: Gip khch hng gi li cc thng tin v sn

phm cho vic ra quyt nh mua sau ny.

Thuyt phc: Qung co phi nhm n vic tng s yu thch ca

khch hng v sn phm, tng lng trung thnh ca khch hng, thu

ht khch hng ca cc i th.

Hnh ng: Gi in thoi hi thm v sn phm hay gi cc

phiu yu cu cc thng tin v sn phm.

4. Cc mc tiu chnh ca qung co

Qung co bn thn cng ty

Qung co thng hiu

Qung co dch v

Qung co phi hp (Co-op Advertising)

Qung co dch v cng ch (PSA's).

Qung co a phng (local advertising).

Qung co chnh tr (political advertising).

Qung co hng dn (directory advertising).

Qung co tng tc (interact advertising).

5. Cc kiu qung co ph bin

Qung co v gi c

Qung co trc tip c phc p (Direct response

advertising).

Qung co th h mi (P4P).

Qung co theo kiu PPA

Qung co B2B (Business-to-Business advertising)

Cc hnh thc qung co trn Web

5. Cc kiu qung co ph bin

Ch trng qung co v tn tui ca cng ty thay v

nng cao cht lng v qung b sn phm m h cung

cp.

To nhng box qung co nh vi ni dung duy nht l

tn cng ty v ng thng xuyn ni dung ny trn bo

ch trong mt thi gian.

Qung co bn thn cng ty

Khi thng hiu tn ti trong tm tr khch hng, n

s tr thnh mt thng hiu mnh. l iu m

bt c chuyn gia thng hiu no cng mun t

c.

Qung co thng hiu

Hnh thc kt hp vi mt cng ty khc v h s tr

mt phn chi ph nu nh ta ng thm vo mu

qung co ni dung qung co ca h. Hnh thc

qung co ny cho php doanh nghip tit kim c

mt phn chi ph ng thi truyn ti c nhiu ni

dung thng ip hn, nu s dng mu qung c c

tnh tng ng.

Qung co phi hp (Co-op Advertising)

Khi chng mun nhn mnh vo gi c u i ca sn

phm hay dch v m cng ty cung cp, chng hn

nh mt t gim gi hoc chit khu c bit no .

Qung co v gi c

Hnh thc qung co ny c p dng khi

doanh nghip cn phn hi t nhng khch

hng tim nng. Mc khc, doanh nghip mun

gii thiu sn phm hay dch v ca mnh n

khch hng mi mt cch trc tip, khng thng

qua nh phn phi hay ngi bn l.

Qung co trc tip c phc p (Direct

response advertising).

Qung co theo kiu PPA (Pay Per Action)

Cc doanh nghip cn qung co ch phi tr chi ph

qung co khi khch hng i n hnh ng. Dch v

qung co PPA ang t ra rt hp dn cc doanh

nghip v khi khch hng gi mt cuc in thoi

hi thng tin v sn phm th kh nng dn n mt

giao dch bn hng cao hn vic click chut vo

cc ng dn qung co. Vi cch qung co ny,

doanh nghip c th nhm n ng i tng khch

hng v tit kim chi ph qung co.

Qung co th h mi (P4P): Qung co bng cng c tm kim

Cc cng ty c sn phm cn qung co ng k vi

cc cng ty c dch v P4P (cng ty cung cp dch v

tm kim nh Google, Sponsed search), a thm cc

t kha (keyword) v tr tin ph dch v. Khi ngi

truy cp mng tm t kha , ng dn ti trang

qung co ca cc cng ty c sn phm cn qung co

tr tin s lp tc hin ln.

Qung co B2B (Business-to-Business advertising)

Dng direct mail hoc nhng nhng mu tin t gii

thiu trn cc tp ch thng mi. Mt s doanh nghip

hu nh khng c nhu cu tip cn vi cng chng m

ch thng qua cc cng ty lm cng vic phn phi sn

phm cho h. i vi cc cng ty ny, qung co trn

bo, radio hoc ti-vi l mt s lng ph thi gian v

tin bc

Qung co USP (Unique Selling Proposition: u th sn phm

c nht): Thi k ny cng ngh sn xut cn phi thai

v mi sn phm thng c mt u im rt ring. Bng

cch xoy su vo u im ny, nh qung co to cho

thng hiu ca mnh mt hnh nh v ch ng c

lp. Mt trong nhng qung co USP tiu biu l scla

ch tan trong ming, khng tan trn tay. Qung co

USP thng dng nhng ch duy nht hay u tin.

TRNG PHI QUNG CO

Qung co ESP (Emotional Selling Proposition: u th v mt

tnh cm): Qung co ESP thng c p dng cho

nhng sn phm r tin: nc ngt, bt ngt, m n lin,

bnh ko... khi m s la chn thng thng rt cm tnh.

Qung co kiu ny thng vui nhn, y p n ci v

km theo mt cu ht hay c bi ht.

TRNG PHI QUNG CO

Qung co li sng

+ Qung co ny nhm vo tim thc con ngi, chnh nhng g

nm su, bn di c tm t, suy ngh, tnh cm, nim tin... mi chi

phi con ngi mnh m. C ngi xut qung co cc ngn, ch

c nhn hiu hin ln trong tch tc v bin mt trc khi ngi

xem kp nhn ra.

+ Tim thc vn nhanh hn thc kp lnh hi v s lu gi hnh

nh nhn hiu trong tr. Mt n lc thnh cng hn chui vo tim

thc ngi xem ngi nghe chnh l lp i lp li.

+ Sc mnh ca s lp li nhiu ln c chng minh qua cc

qung co cc d nhng li cc k thnh cng do chiu lin tc v

cu trc n gin

TRNG PHI QUNG CO

Qung co l mt s kt hp hi ha

gia khoa hc v ngh thut, qua

mt doanh nghip s i thoi vi

ngi tiu dng qua nhiu cch khc

nhau v i hi nhng nghin cu thu

hiu su sc v sn phm, kinh doanh

ln nhng yu t tm l con ngi

Phn phi l tin trnh chuyn a sn phm t nh

sn xut n ngi tiu dng cui cng, th hin qua

nhiu phng thc v hot ng khc nhau

Vai tr phn phi l a sn phm n th trng

mc tiu qua cc h thng knh phn phi

Knh phn phi l tp hp cc t chc v c nhn lm

nhim v chuyn a sn phm t nh sn xut n

ngi tiu dng cui cng, kt hp tt c cc thnh

vin tham gia bao gm; nh sn xut, nh bun s,

nh bn l, i l v ngi tiu dng

Knh phn phi sn phm tiu dng

Knh phn phi cho sn phm cng nghip

Tip xc

Ti chnh

Thng tinChu ri ro

Chiu th

Kt niThng lng

Phn phi vt l

Chc nng h thng phn phi

Knh phn phi

NSX Bn bun i l Bn l Khch hng

NSX Bn bun Bn l Khch hng

NSX Bn l Khch hng

NSX Khch hng

Channel 1

Channel 2

Channel 3

Channel 4

Trc tip

Gin tip

NSX Bn bun Khch hng

NSX i l Bn l Khch hng

Channel 5

Channel 6

Nh bn l

Nh bn bun

i l v ngi mi gii

Bn l l Giai on cui trong knh phn phi, cho ngi

tiu dng cui cng l c nhn, h gia nh.

Bn l c lp

H thng bn l

Bn l c quyn

Hp tc bn l

Nh bn bun l nhng ngi mua sn phm t nhng

nh sn xut hoc cung cp sn phm bn li cho cc

nh s dng cng nghip, nh bn l v nhng nh bun

khc.

i l v ngi mi gii thc hin mt s chc nng

nht nh nhng khng c quyn s hu v sn phm.

H hng hoa hng hoc th lao .

H THNG MARKETING DC

H THNG MARKETINGTRUYN THNG

NSX

Bn l

B

nb

u

n

NSX

Bn bun

Bn l

Khch hng Khch hng

Marketing dc theo hp ng

Hp tc Bn lQuyn u i thng mi

Bo tr ca Bn buni vi Bn l

Bn l c quyn u i dibo tr ca cty dch v

Bn bun c quyn u idi bo tr ca NSX

Bn l c quyn u idi bo tr ca NSX

H thng marketing dc

Marketing dc ca cty

Marketing dc c qun l

H thng

marketing ngang Banks in Grocery

Stores

H thng marketing nhiu knh

Retailers, Catalogs, and Sales Force

La chn knh phn phi l qu trnh phn tch

nh gi cc nhn t nh hng la chn knh

phn phi v trung gian thch hp tiu th sn

phm.

Cc cn c la chn

Cn c vo mc tiu cn t

Chim lnh th trng, xy dng hnh nh sn phm

Kim sot, gim chi ph, tng li nhun

Cn c vo c im ca th trng

Loi th trng, s lng khch hng tim nng

Mc tp trung v mt a l, qui m n hng

Cn c vo sn phm

c im sn phm, cc giai on ca chu k sng sn phm

Cn c vo c im ca trung gian

Nng lc ca cc nh trung gian, chnh sch kinh doanh

Cn c vo nng lc ca cng ty

Nng lc, kinh nghim qun l

Kh nng ti chnh, danh ting,uy tn ca doanh nghip

Cn c vo i th cnh tranh

Cc kiu phn phi

Phn phi rng ri (Extensive distribution)

Phn phi chn lc (Selective distribution)

Phn phi c quyn (Exclusive distribution)

Tuyn chn cc thnh vin ca knh

Khuyn khch cc thnh vin hot ng

nh gi cc thnh vin

Ph

n h

i

D tr hng ha Kho bi

X l n t hng

Chc nng

Vn chuyn

Thank you for your attention