KIẾN TRÚC THƯƠNG HIỆU 1

Bi tp nhm qun tr thng hiu KIN TRC THNG HIU1. KIN TRC THNG HIU

1.1 nh ngha

Kin trc thng hiu l mt cu trc nhm t chc cc thng hiu nm chung trong mt danh mc vi mc ch xc nh r vai tr ca tng thng hiu, mi quan h gia cc thng hiu, cng nh quan h gia cc thng hiu trn th trng sn phm.

Ni cch khc, Kin trc Thng hiu nh l mt c cu ph h hoc s t chc m cc v tr trong s l cc thng hiu thay cho cc c nhn.

Thut ng Kin trc thng hiu (brand architecture) ch s dng trong bi cnh mt t chc kinh doanh qun l nhiu thng hiu khc nhau (c th dch l phng php qun tr a thng hiu).1.2

Mc tiu

Hnh thnh mt c cu mang tm chin lc i vi vic pht trin sn phm v thng hiu trong cc doanh nghip ln m trong c qu nhiu chng loi sn phm v nhm n nhiu i tng khch hng khc nhau. Kin trc thng hiu nh mt ci cy ang sinh trng, khng phi l mt kin trc c hc kh cng v khng ny n. V vy, nn xem xt li cu trc t nht hng nm trong mi chu k hoch nh marketing cho tng thng hiu.1.3

Cc loi hnh kin trc thng hiu1.3.1

Kin trc theo sn phm (product branding)

C th ni y l hnh thi c bn ca Kin trc Thng hiu. Cc tp on hng tiu dng tin phong khai m khi nim Brand Architecture l P&G v Unilever v mt s hng dc phm sau s dng hnh thi ny trong nhng thp k na sau th k 20. Cc chc danh tng ng cho cc b tr nhn hiu ny l Product Manager, hay Product Group Manager.

GV: TH.S LU THANH C HI

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Bi tp nhm qun tr thng hiuPringles, Ariel, v Lux l nhng nhn hiu tiu biu. Hu nh khng thy xut hin tn Thng hiu Cng ty trong vic gn nhn theo phng thc ny. Ngn sch tip th, v vy c u t c lp cho tng dng sn phm ring bit. Kh nhiu cng ty dc phm hin vn ang p dng cu trc theo sn phm, v h thng qun tr marketing theo sn phm, v vy cc chc danh chng ta thng thy l gim c sn phm ch khng l gim c thng hiu. mt vi cng ty khc, nht l cc tp on chuyn phn phi (SUTL ca Singapore, EAC ca an Mch v Diethem ca c) c cu ny c gi l cc Business Unit. T duy kin trc theo dng sn phm cng c m rng theo xu hng ca chnh mnh to ra khi nim ngnh hng (product category) v thm ch nhng gc nhn rng hn nh ngnh cng nghip (the industry) v hnh nh t duy qun l theo ngnh, hay theo sn phm (v m, qun l nh nc). Di gc marketing hin i cng ngy m thc ny ch bc l tnh hp l i vi nhng ngnh, sn phm truyn thng hay nhng phn on u ca chui gi tr. V d nhin n vn c p dng ph bin trong tip th cng nghip (industrial marketing). Di gc nhn t duy th product branding da trn ch yu l t duy nh sn xut phn loi sn phm ca mnh theo cng dng hay theo phn nhnh cng ngh. u im: im quan trng nht trong hnh thi kin trc dng sn phm l xem mi dng sn phm l c lp, khng lin quan g n cc dng sn phm khc. T duy ny hnh thnh t thi k m chng ti gi l thi k marketing theo sn phm (product marketing). S hnh thnh cc thng hiu c xem nh gn cho mi sn phm hay mi dng sn phm mt ci tn, ch khng phi sng to mt tng thng hiu (brand concept) - sn phm hon chnh cho tng nhm khch hng mc tiu. i vi P&G, nhn Pringles c gn cho dng sn phm khoai chin hay n nhanh (snack food); i vi Unilever nhn hng Lipton gn cho cc loi thc


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Bi tp nhm qun tr thng hiuung t tr. Ngay trong nhng nm 90 Unilever vn hnh thnh cc v tr Product Group Manager vi t duy tip th theo tng nhm-sn-phm.


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Bi tp nhm qun tr thng hiuNhc im: Bng m thc ny, c nhng thng hiu hnh thnh t cng sn phm cho nn i vi hai nhm ngi tiu dng cao cp v bnh dn lun xy ra mu thun l hnh nh thng hiu b cnh tranh nut ln nhau (canibalism). Trong khi ngi tiu dng mang n tng mi thng hiu vi mc gi khc nhau nh l mt s khng nh v ng cp (status). Ngi tiu dng cao cp kh c th chp nhn thng hiu ca mnh gn vo mt nhm sn phm cng loi nhng r tin. d nh v d phn tch hn, cc bn hy xem m hnh kin trc theo sn phm (poroduct branding) l m hnh product marketing, trong vai tr ca thng hiu cn nm bn trong sn phm. Hay ni cch khc m hnh ny thng ch thch hp khi cu trc sn phm theo gc nhn ca L tnh. i vi cc sn phm cng nghip dng th hay nguyn vt liu th m thc ny vn c th c p dng. 1.3.2 Kin trc m rng (Line Branding) y l phng thc gn nhn kh hin i, c bt u p dng trong nhng thp nin 80 (th k 20) bi Pepsi v Unilever. in hnh l mt lot nhn 7up nh 7-up Diet, 7-up Cherry, 7-up Strawberry.. v nhn Dove vi Dove soap, Dove cleansers, Dove deodorants (sn phm kh mi), Dove creams (kem dng da)... Trong m hnh ny ngi ta thc c vic khai thc gi tr ca thng hiu (tc brand equity) vi quan im kh n gin cho rng gn nhn vo cc dng sn phm mi s tit kim chi ph u t cho mt nhn mi hon ton. Trong thc t, Pepsi l mt trong nhng cng ty thc hin m rng thng hiu (brand extension) nhiu nht v t l thnh cng khng phi l tuyt i; chng hn cc bn c th thy Pepsi-Xanh c mt khong nm 2000 v bin mt vo 3 nm sau . Phm vi m rng v khi nim ti hn hay im dng cng l mt vn rt cn c quan tm. Phm vi ny din bin t mt mc gn v d nh l mt sub-product (sn phm nhnh) hay mt hay nhng phin bn (variant) cho ti


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Bi tp nhm qun tr thng hiumc mt sn phm khc bit nhng cng mt cat (category) nh i vi Xmen du gi sang X-men sa tm. Hay l cu trc tn gi ca cc gi dch v tn dng khc nhau trong cng mt sn phm ngnh ngn hng. Tuy nhin mc m rng i khi vt ra khi (spin-off) ranh gii ngnh hng. iu ny xay ra trong nhng trng hp m thng hiu c c mt sc mnh thc s. l tnh hung FTV (Fashion TV) hay c gi l thng hiu F, vi mc bin thin (spin-off) rt rng t Ngi mu (F-people), Gii tr (F-party), cc Dch v (F-caf) cho n ru vodka vi thng hiu F-vodka ang hot khng km my so vi Absolut lng danh. u im: c im quan trng nht ca Line Branding l da vo li th chinh phc khch hng mc tiu sn c ca thng hiu m rng cc sn phm khc ph hp vi nhm khch hng. Cng thc ny trc y thng gi l sn phm mi cho th trng hin c. Di quan im ca cc nh hoch inh ti chnh th phng thc ny chng t nhiu u im, bi line extension khai thc ti a gi tr hin c ca thng hiu m theo tnh ton cc gim c ti chnh thng cho thy vic u t mt nhn hiu mi t hn l tn km hn so vi vic khai thc mt nhn hiu sn c ni ting. Do thng hiu hnh thnh t c s thu hiu nhm ngi tiu dng mc tiu, cho nn s mu thun v nhn thc gi v c bn s khng xy ra. Nhc im: Nu lm dng Line Extension Hnh nh Thng hiu rt c nguy c b long. L do l v mc d cc dng sn phm xem ra u p ng ng nhu cu ca cng mt nhm khch hng mc tiu, nhng tnh cch ca tng thng hiu con cha chc ging ht nhau. Tnh hung m chng ta c th tham kho l cp thng hiu Number 1 Nc tng lc v Number 1 Sa u nnh. Mu thun tim tng trong tnh cch ca hai thng hiu sn phm ni trn, mt l nc tng lc vi gi tr li (coreGV: TH.S LU THANH C HI 5

Bi tp nhm qun tr thng hiuvalue) nam tnh kho mnh mt l sa u nnh vi gi tr thin nhin, s nhu ho c th s dn n s tn ti thnh cng ca ch mt trong hai thc th mu thun ni trn m thi, ty vo hnh nh (gi tr) no c xc lp mnh hn trong tm tr khch hng. iu ny s d dng nhn thy hn khi so snh vi cc thng hiu cnh tranh tng t. Chng hn bn c th so snh tng quan gia Number 1 Sa u nnh vi Tribeco Sa u nnh. 1.3.3 Kin trc theo nhm (range branding) Kin trc thng hiu theo nhm sn phm (product range) c mt nng lc nh v mnh m i vi cc sn phm trong cng mt nhm. Kin trc thng hiu theo nhm sn phm cho php tn dng ti a tn thng hiu v hnh nh thng hiu ng thi l c s xy dng chin lc truyn thng hiu qu bao trm tt c cc sn phm trong mt chng loi. Chng ta c th tham kho thng hiu Dielac ca Vinamilk. Dielac c khai thc ti a gn vo nhm sn phm dinh dng t sa v ch gii hn trong nhm sn phm dinh dng thun tu m thi. (khi nim) ny hnh thnh v nht qun ngay t khi hnh thnh dng sn phm v tn thng hiu Dielac. Range Branding hay Product Branding khc nhau ch yu c l l thc chin lc. Chng hn khi SONY u t vo lnh vc nhip nh, hnh thnh ngay t u cc dng Cyber-shot v Alpha; trong Cyber-shot (i din vi Canon Power-shot) dnh cho gii nghip d v bn chuyn, cn Alpha l dng my nh t bn chuyn cho ti chuyn nghip (DSLR) m mc pht trin nhanh chng n mc ch trong vi nm c snh ngang vi Nikon v Canon. Trong m thc range branding, thc v tnh nht qun trong s hnh thnh nhm (range) t hn phi cao hn m thc product branding truyn thng. Thng qua hai v d ca Vinamilk>Dielac v SONY>Anpha chng ta thy r vai tr ca mt nhng ci tn thng hiu c lp v ni bt, thm ch n mc ngi ta khng cn gi tn thng hiu m ca chng na. Mt tp on pht trin bt ng sn thng hay thit lp cc dng (range) nh: cao c vn phng (office building), cn h cao cp (condominium) v trung tmGV: TH.S LU THANH C HI 6

Bi tp nhm qun tr thng hiuthng mi (commercial center) mc d hin nay cc nh pht trin bt ng sn Vit Nam cha thng hiu ho cc dng sn phm ny mt cch chuyn nghip. u im: Kin trc thng hiu theo nhm, hay chng loi sn phm (product range) hnh thnh da trn mt product concept (khi nim sn phm) hon ho ngay t u v iu quan trng hn l product concept lun c duy tr nht qun hn trong sut qu trnh pht trin ca thng hiu, so vi phng thc (product) line extension ni trn. C cu nh v a sn phm c nghin cu ngay t u khi xc lp b khung c cu chin lc cho sn phm. Gii hn: Cc nghin cu hnh vi ngi tiu dng c mt kt lun quan trng v kh nng nh ca con ngi, thng thng c th phn x ti u nht vi 7 yu t. Do vy m mt nhm sn phm c cng tn nhn chnh v 7 tn nhn ph hu nh l mt m thc hu hiu. Vt ra ngoi gii hn 7 nhn ph (sub-brand) s gp nguy c pha long gi tr gc ca thng hiu. Nhn xt ny cng ng i vi phng thc gn nhn m rng (line extension). i vi vic qun tr cng ty hay tp on cng vy mt khi m s m rng a lnh vc vt khi mt mc ti hn no , ngi ta li c thc lm mch lc ho cu trc ngnh ngh thay v c vi chc tng cng ty hin nay Petro Vit Nam ti cu trc cn li su tng cng ty chnh v trn mi n v thnh vin khc. 1.3.4 Kin trc hnh cy d (umbrella branding) y l trng hp m thng hiu chnh bao trm v dng cho hu ht tt c cc sn phm ca mt cng ty. V d in hnh l Canon v Mercedes Benz v Panasonic. T nm 2000, hng Matsushita quyt nh xa s dng thng hiu National vn c gn cho nhm in t hng trng (tc nhm iu ha, t lnh v gia dng) nhp chung vi Panasonic (vn l thng hiu dng black goods) v hnh thnh mt nhn duy nht.


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Bi tp nhm qun tr thng hiuVai tr umbrella brand cng thng c dnh cho thng hiu cng ty. M hnh ny cng ang tn ti trong nhng nhm ngnh hng m mc cnh tranh thng hiu vn cn thp. Tuy nhin cn thy rng y l phng thc c in v c th d dng b ph v theo cnh tranh. C cu thng hiu ca SONY l s kt hp hi ho gia product range v umbrella brand, c thy r bi SONY l mt umbrella in hnh, cn cc range brand c th k Bravia, Playstation, Anpha & Cybershot (my nh) Tp on FPT vn hnh thnh mt kin trc cy d, tuy nhin trong mt tng lai khng xa c l FPT s hnh thnh thm nhng thng hiu nhnh (range product brand) hay thng hiu ngi sao (nich, star brand). Trong t duy kin trc thng hiu hnh cy d, thng hiu m hay masterbrand l ti cao, v mi n lc truyn thng qung b nhm xy dng thng hiu ln (masterbrand). Cn lu rng khng phi tt ca cc thng hiu tp on u p dng kin trc cy d. Unilever l mt in hnh, mc d bn thn Unilever l mt thng hiu ni bt nhng hu ht cc sn phm u mang nhng thng hiu ring bit. u im: Li ch ni bt nht i vi umbrella brand l kh nng tp trung ngun lc vo trong mt thng hiu ln, c th kim lun c chc nng thng hiu cng ty hay tp on. Gii hn: V mt php l cc nhn hiu con (sub-brand) t n khng th ng c lp, v d dng sn phm c th nh S320 ca Mercedes; dng my in BJC-2100SP Printer ca Canon... Ngay c Mercedes Benz trong nhng thp k rt gn y thc s bt li ca m hnh Umbrella, v hnh thnh c cu inh v hp l vi 3 dng S-Class, E-Class v C-Class (trong tng lai s l A-Class) vi nhng tiu ch nh v r rng. V mt khi cc dng nhn hiu con i n mt gii hn v: hnh nh, c tnh, tnh nng sn phm khc bit hay quan trng nht, nhm n mt nhm khch hng hon ton mi th khi cn thit phi xy dng thm cc hnh thi kin trcGV: TH.S LU THANH C HI 8

Bi tp nhm qun tr thng hiumi, chng hn nh hnh thnh mt dng nhn hiu mi hon ton nh trng hp Lexus ca Toyota. V vy chng ta khng th p dng m thc Umbrella mt cch my mc v thiu cn nhc, cn nhn bit r khi no phi to ra mt thng hiu c lp, v nhn thc s hn ch ca umbrella i vi cc dng sn phm tim nng. Nht l khi m i th mnh dn to ra mt dng thng hiu (c lp) mi, l lc cn phi xem li ton b cu trc hin ti ca mnh nu khng qu mun. 1.3.5 Kin trc chia s thng hiu (shared branding) Phng thc ch o ca phng php chia s thng hiu l s dng mt Thng hiu mnh khc gn tn sn phm ca mnh vo. M thc ny ph bin trong qu trnh nhng quyn thng hiu. Microsoft Window l trng hp tiu biu ca shared branding. Thng hiu sn phm i tng chnh l Window lun xut hin vi s bo tr song hnh mt cch mnh m v trc quan bi thng hiu m l Microsoft. Hn na trong qu trnh tn ti ca cp thng hiu chng ta thy c s chia s gi tr hay bo tr ln nhau gia hai thc th nhn hiu. Khi thng hiu James Bond ni ting, ngi ta ngh ra cc phng thc khai thc gi tr thng hiu James Bond vo rt nhiu sn phm khc nhau, nhm vo cng nhm khch hng ca James Bond gc (nhng ngi thch phim James Bond). in hnh ca vic chia s nhn hiu James Bond l cc dng c nhn mang n tng nam tnh (bt la, ng h, dy nt, v da). y chnh l c hi kinh doanh cho nhng nh sn xut v kinh doanh nh khng kh nng xy dng hay s hu mt thng hiu mnh. u im: C l u im ng k nht ca phng thc ny l s tit kim chi ph ban u. Trong tnh hung sng cn ca doanh nghip nhng thi im nht nh, phng thc ny vn ng xem xt. Trong trng hp hai hay nhiu doanh nghip c mt c ch s hu song hnh i vi mt thng hiu, vi s phn nh sn phm, ngnh ngh kinh doanh r rng; hoc l trong c ch thng


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Bi tp nhm qun tr thng hiuhiu tp th ca cc hip hi ngnh ngh; phng thc chia s thng hiu s chng minh c sc mnh ca n. Nhc im: Cch thc chia s thng hiu cng c xem nh mt phng php tung sn phm mi hiu qu. Tuy nhin n c th s bc l nhc im trong sut thi gian sng lu di ca thng hiu sn phm sau ny. Hn ch r rt nht ca phng php ny l thng hiu mi khng c mt thc th hon chnh v hnh nh c tnh ca mnh, xt c v mt php l, c tn ti v pht trin c lp. 1.3.6 Kin trc bo chng thng hiu (endorsement branding) Thng hiu bo tr (hay bo chng) c mt c im rt d phn bit l n khng gn lin trong tn gi ca thng hiu sn phm to ra mt thc th c lp m thng n ng ring hay tch ri khi nhm tn nhn hiu sn phm. V d nhn hiu Unilever khng gn lin vo tn thng hiu sn phm (OMO, hay P/S) m c gn mt gc bao b, hay mt gc mn hnh TV cui cc on hnh nh qung co truyn hnh. V mt php l mt endorsement brand l c lp vi thng hiu m n bo chng. Trong tnh hung nu trn, thng hiu bo tr (endorser brand) l Unilever v thng hiu c bo tr (endorsee brand) l OMO hay P/S. Cc nhn OMO hay P/S t n c v tr c lp c v mt php l nhn hiu. Trong thc t c nhiu hnh thc v mc bo chng a dng v vi nhiu mc ch khc nhau. Nhn xt: Thng hiu bo tr thng ng gp vo vic khng nh uy tn hay li cam kt v cht lng v uy tn kinh doanh vi khch hng (nh phn phi, nh bn l). i vi cng chng ngi tiu dng, c khi ngi ta khng nhn r vai tr ca nhn bo tr, nu khng c nhng thng ip ng v lng truyn thng thch ng. Bo tr Thng hiu cng c p dng vo phng thc kinh doanh nhng quyn; trong mua bn v sp nhp thng hiu hay mua bn sp nhp doanh nghip.GV: TH.S LU THANH C HI 10

Bi tp nhm qun tr thng hiuMc bo tr thng hiu rt khc nhau, nh qun trv cc ch thng hiu cn phn tch k cc tc ng tch cc v tiu cc trong cc mc xc lp c ch ph hp, da trn cc yu t nh hng nh ti chnh, khch hng, hnh nh thng hiu, c cu nh v, cc ngun lc cn thit trong pht trin. 1.3.7 M thc gn nhn cng ty (corporate branding) C mt xu hng ng k trong vic p dng cc thng hiu tn cng ty vo cc dng sn phm m in hnh gn y l chin lc tp trung ha ca Proctor & Gamble (t thi A.G. Lafley). Nhng l do hnh thnh xu hng ni trn bao gm: (1) Tp trung gi tr gc v uy tn ca thng hiu cng ty bao bc ly thng hiu sn phm; (2) Ngi tiu dng tin tng v khng b nhm ln, nu h tin vo Thng hiu Cng ty; (3) C nhiu c hi m rng thng hiu v kh nng tit kim ngn sch qung co; (4) C th gip gia tng gi tr ca thng hiu cng ty th hin bng cc chin lc qun b thng hiu tng th ca cng ty v hot ng quan h cng ng. Ngi Akio Morita, ngi sng lp tp on v thng hiu Sony tng ni: "Ti lun lun tm nim rng Thng hiu Cng ty l cuc sng ca c doanh nghip. Thng hiu mang trch nhim v cam kt bo m cht lng cho cc sn phm". Tinh thn ca Corporate Branding khng ch th hin chin lc nh v thng hiu sn phm m cn ch hn, l ch pht trin mt tp on di cng mt ngn c thng hiu, tp trung sc mnh vo mt thng hiu ln duy nht. Tinh thn ny c th c nhn thy Sony, Samsung, Nokia v Virgin Group.2. KIN TRC THNG HIU V QUN TR A THNG HIU

2.1 Mc tiu ca hot ng qun tr a thng hiu

To ra nhng thng hiu mnh, c hiu qu.11


Bi tp nhm qun tr thng hiu

Phn phi ngun lc hp l trong vic xy dng cc thng hiu khc nhau

(v d chi nhiu tin qung co hn cho cc thng hiu chin lc).

To sc cng lc, trnh gy cc n tng thng hiu hn lon trong u

khch hng.

Cung ng sn phm/dch v c chn dung thng hiu (brand indentity) r

rng, gip cc cng ty bn l, cng ty qung co, phng php trng by trong tim, hiu r cc mi quan h gia cc thng hiu ca cng mt cng ty, do c th to ra chin lc kinh doanh ph hp

Nng cao gi tr ca thng hiu (brand equity)

To ra ngun lc cho s pht trin trong tng lai (thm nhp vo cc th trng mi/pht trin kp thi cc sn phm mi). y l mt m hnh mu trong qun tr a thng hiu (multi brand)Gi Convertible: Alfa-Romeo

Sedan: Lexus SUV: Sedan: Toyota Camry Pick-up: Ford Ranger Sedan: Toyota Altis Sedan: Toyota Vios Mpv: Innova Ford Escape

4W: Land Rover

Cng dng, s thch theo nh gi ca KH

Hnh 1: Cu trc sn phm xe hi ca Toyota. Trong m hnh trn v th trng xe hi, ngay ti Vit Nam Toyota khai thc tt cc phn khc khc nhau theo chiu dc ca sedan v dn u dng MPV bi Innova, trong khi ti M hng Ford rt ch trng khai thc sn phm SUV (xe


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Bi tp nhm qun tr thng hiuhi tnh nng th thao) bng mt t hp 3 nc ca dng SUV l Ford Escape < Ford Explorer v < Ford Expedition.2.2

Cc nhn t chnh trong qun tr a thng hiu: C 5 nhn t.2.2.1

Danh mc thng hiu (brand portfolio):

Bao gm tt c thng hiu chnh, thng hiu ph v ng thng hiu. V d: danh mc ca cng ty xe hi Toyota nh sau: Toyota Corolla, Toyota Camry, Toyota Avalon, Toyota Celica, Toyota Vios, Lexus LS, Lexus GS, Lexus ES, Lexus SC. Trong trng hp Toyota Camry th Toyota ng vai tr thng hiu chnh v Camry ng vai tr thng hiu ph. Cn Sony lin kt vi Ericsson tung ra sn phm in thoi di ng mang thng hiu Sony-Ericsson th l trng hp ng thng hiu.2.2.2

Vai tr c th ca cc thng hiu trong danh mc:

Xy dng mi quan h hi ha gia cc thng hiu, trnh khng to ra n tng ln xn trong u nhng khch hng mc tiu. Vy cc cu hi c t ra l: thng hiu no ng vai tr thng hiu chin lc? Thng hiu no ng vai tr thng hiu mi nhn? Thng hiu no ng vai tr thng hiu ph? Thng hiu no khng cn c u t nhiu tin bc qung co? V d: thng hiu Camry c xem l con b sa hi ra tin cho toyota nh chim lnh th phn xe hi loi trung cp v th trng ny kh n nh nn khng cn phi chi nhiu tin cho cng tc qung co, nhng n ch l thng hiu ph so vi thng hiu chnh l Toyota. Cn Lexus ng vai tr mt thng hiu c lp vi Toyota ym tr ng sau vi t cch thng hiu bo tr v mc tiu chnh trong vic xy dng thng hiu Lexus l cnh tranh vi thng hiu Mercedes-Benz trong vic ginh th trng xe hi cao cp.2.2.3

Vai tr ca cc thng hiu trong bi cnh th trng-sn phm:13


Bi tp nhm qun tr thng hiuL kt hp mt s thng hiu tin cng vo mt th trng sn phm c th. Theo David A. Aaker, c bn cch kt hp cc thng hiu khi cho hng sn phm: Kt hp thng hiu bo tr v thng hiu ph Cng thm thnh t b sung thng hiu Hp tc to ra ng thng hiu: hai bn cng c li. V d: omo v

comfort. Xy dng thng hiu ng lc: thng hiu ng lc l thng hiu c

vai tr thc y chnh cho ton b danh mc thng hiu. Thng hiu ng vai tr thc y chnh l thng hiu ch hay thng hiu ph.2.2.4

Cu trc danh mc thng hiu

Xp cc thng hiu chung vo mt nhm sao cho quan h gia chng to ra mt tnh cch nht qun, hp l. C th xp cc thng hiu thnh nhm cn c theo khc th trng, chng loi sn phm, cht lng, hay thit k. Lp bn cho thy mi quan h tn ti trt t gia cc thng hiu. Xc nh phm vi ca thng hiu: xc nh mc pht trin ca cc thng hiu trong danh mc, c bit l i vi cc thng hiu bo tr v cc thng hiu ng lc.2.2.5

Chin lc m rng thng hiu: nhm p ng 3 mc tiu.

To sc nng ln cho gi tr thng hiu Bao ph th trng khin cho khch hng trung thnh v khc hng tim nng lun lun tip xc vi thng hiu trong nhiu bi cnh khc nhau. To nhng ro cn ln trong th trng ang chim gi lm nn lng cc i th cnh tranh mun xm nhp.GV: TH.S LU THANH C HI 14

Bi tp nhm qun tr thng hiu3. KT LUN Thng hiu l ti sn v hnh, ng lc quan trng ca nhiu cng ty. Mt thng hiu mnh n cha trong nhiu sc mnh. N c th khin doanh nghip tr nn khc bit v ni tri so vi i th, nh hng n quyt nh mua sm ca khch hng theo chiu hng c li cho DN. Mun duy tr thnh cng, cc cng ty phi dnh u tin hng u cho qun tr thng hiu, nht l khi i th cnh tranh ngy cng mnh v kh to ra s khc bit v sn phm. C rt nhiu loi hnh kin trc thng hiu, v mi loi hnh u c nhng u nhc im ring. Tuy nhin, khng c mt m thc hay hnh mu chung no cho kin trc thng hiu ca hai doanh nghip khc nhau. V vy, cc nh qun tr cn xem xt, tm hiu thng tin, nh gi v la chn hay phi hp cc loi kin trc ny i n quyt nh c cu hp l cho thng hiu sn phm cho doanh nghip mnh. TI LIU THAM KHO Chin lc m rng thng hiu, tc gi V Vn Quang. Mt s m hnh qun tr thng hiu, tc gi V Vn Quang. Kin trc thng hiu: phng php qun tr a thng hiu, Th.S Dng Ngc Dng.


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