NEW YORK TIMES B E S T S E L L E R

G i a i th t fdng Gerald Loeb danh cho cu6n sach ve k i n h doanh hay nhat t rong nam

Cai

D u o i

D a i

T H E L O N G T A I L

Enter

H I E N T U O N G M O I T R O N G K I N H D O A N H :

T a i s a o " p h a n d u o i " b a n d u d e

c i i a s a n p h a m t u y t h a p

n h u n g d e m l a i I d i n h u a n c a o ?

CHRIS ANDERSON

NHA XUAT BAN TRE

CHRIS ANDERSON

la Tong bien tap tap chf Wired. Ong

tung la bien tap vien phu trach thuong

mai ciia tap chf The Economist. Ong bit

dau su nghiep tai hai xb bao khoa hoc uy

tin la Science va Nature. Ong cd bang

khoa hoc, chuyen nganh vat ly tai Dai

hoc George Washington, nghien cdu Co

hoc Luong tur va Khoa hoc Bdo chi tai

Dai hoc California d Berkeley. Vdi cuon

Cai duoi dai, ong da gianh duoc giai

thudng Gerald Loeb danh cho cuon sach

ve kinh doanh hay nhat trong nam.

C a i

D u o i

D a i THE LONG TAIL

THE LONG TAIL. Copyright © 2006, 2008 Chris Anderson. Nha xuat ban Tre dOc quy£n xuat ban ban tigng Vi§t theo Hpp ddng nhugng quy6n thdng qua Brockman Inc., thang 9.2006. The Translation and Publication of this book in Vietnamese language were made possible through the financial support of the Public Affairs Section, Consulate General of the United States of America in Ho Chi Minh City. Sach dugrc dich va xu£t ban bang tigng Viet voi su h6 tro- ve tai chinh ciia Phong Th6ng tin - Van hba, T6ng Lanh sv quan Hoa Ky tai Thanh phd Ho Chi Minh. BMJ GHI BEN MUC TRUOt XUAT BAN DllOC THI/CHI6N B0TrHUVl6N KHTH TP.HCM

Anderson, Chris, 1961-Cii duoi dai I Chris Anderson; Nguyen Hong Quang [va nh.ng. khic] d. - T.P. Hb CW

Minh: Tre, 2009. 436 tr.;21cra. Nguyen ban: The long tail. 1. Phan khuc thi trifling. 2. Marketing Internet. 3. Marketing—Doi mdi cong nghe. I.

Nguyen Hong Quang d. II. Ts. III. Ts: The long tail. 658.802 -dc22 SWilll Ill I IIIIIIIII

A54S J III IIllllIII llllI lllll II

C a i

D u o i

D a i

T H E L O N G T A I L

j Enter

H T f N T U O N G M O l T R O N G K L N H D O A N H :

T a i s a o " p h a n d u o i " b a n dyTOc

c i i a m o t s a n p h a m t u y t h a p

n h u n g d e m l a i l o i n h u a n c a o ?

CHRIS ANDERSON

THLf VIEN KHOA HOC KY THUAT BL/U DIEN

PHU BAN:

N H A x u A T B A N T R E

CAIDUOlDAI

CHRIS ANDERSON

Ngudi djch: NguySn H6ng Quang Vol su tham gia bin dich ban <S&u cua: NguySn Minh Ngoc - LS Hdng Vin

Chju trach nhifm xuat ban: Ts.QuachThuNguyft

Bien tip: Twang Quy

Bia: Bui Nam

Sua bin in: Wt Trung

Ky thu4t vi tinh: Thanh Ha

NHA X U A T B A N TRE 161B Lv Chinh Thing • Quan 3 • Thanh ph6' H6 Chi Minh

DT: 39316289 - 39316211 - 38465595 • 38465596 • 39350973 Fax: 84.8.38437450 • E-mail: nxbtre@hcm.vnn.vn

Website: http://www.nxbtre.com.vn CHI NHANH NHA XUAT BAN TRE TAI HA NOI

20 ng« 91, Nguyin Chf Thanh, Qufln Dong Da - Ha Nc}i DT & Fax: (04)37734544

E-mail: vanphongnxbtre@hn.vnn.vn

Kh6 13x20,5cm. S6': 72-2009/CXB/03-09/Tre. Quy§'t dinh xua't ban so': 65A/QD-Tre, ngay 9 thang 02 nam 2009. I n 3.000 cuon, tai X i nghi$p In Nguyin Minh Hoang. DC: 100 L§ Dai Hanh, P.7, Q . l l , TP.HCM. DT: 38555812. In xong va npp lull chieu thang 02 nam 2009.

"Cai duoi dai la mot trong nhung cuon sach gay chu y nhat trong nam"

- Businessweek

"Cuon sach Cai duoi dai ciia Chris Anderson da lam dUOc dieu ma chi co nhung cuon sach hay nhat lam dtfot - kham pha mot hien tUQrng dang dien ra ma khong ai cd the phu nhan, va dua ra ly giai ro rang ve hien tuong do"

- Bao dien tu Slate

"Cuon sach cua Chris Anderson vara sau sac vita hap dan, dac biet neu ban thich theo doi nhting net lap lanh duoc tao ra khi thudng mai va van hoa hoa quyen vdi nhau".

- Miami Herald

"Chris Anderson, bien tap vien ciia tap chi Wired, da chi ra viec the gioi ky thuat so da tao dc?ng luc moi cho nhung quan tam doi vol cac san pham ngach nhu the nao... Cai duoi dai la su suy ngam ve hien tUotig do va kham pha ra nhirng su lua chon cho nhUng ai muon tim kiem nhirng san pham ngach".

- The Globe and Mail

"Trong tac pham rat dang doc nay, Anderson da dua ra mpt 16 trinh cho tucfng lai ciia nganh thuong mai, mot 10 trinh co the se lam sang to ban khoan ciia nhieu ngudi - ca ngudi ban hang va khach hang".

- The Plain Dealer

"Neu ban dang ban bat cu thu" gi co the duoc t |p hop lai vol nhau, nhu sach, am nhac, phim anh, phan mem va san

pham ky thuat so ma khong can cac trung tam phan phoi, Cai duoi dai co the la cuon sach hudng din giup ban trd thanh mot doanh nghiep thanh cong."

- Business 2.0

"Toi dat Anderson va tac pham cua ong ngang hang vdi Malcolm Gladwell va Clayton M. Christensen theo nghia ong la mot trong nhirng manh ghep quan trong ve ly luan kinh doanh trong ky nguyen toan cau ky thuat so dang noi len".

- Alan T. Saracevi, San Francisco Chronicle

"Khong nghi ngd gi ntia, khai niem Cai duoi dai se viet lai phan ldn each chiing ta tiep can kinh te hoc ung dung va cuon sach nay la mQt cuon sach giao khoa tuyet vdi"

- Rocky Mountain News

Cong nghe va Internet dang bien the gidi trd nen nho hon va ket noi hem. Cai duoi dai la cuon sach dau tien giai thich chinh xac ve kha nang tiep can cac thi trudng ngach se tao ra cd hoi ldn nhu the nao."

- Terry Semel, CEO, Yahoo!

"Cai duoi dai la mot su thanh cong hiem thay: No viet ve mot chii de dudng nhu khong xa la - linh vuc ban va mua -va khien chiing ta nghi ve chii de do theo mot each hoan toan mdi. Day la cuon sach dac biet thong minh va cung dua ra quan niem lac quan ve nhirng lu| t le mdi cua the gidi ma d do tat ca mpi ngudi cd the tim thay mot so dieu tam dac."

- James Surowiecki, tac gia cuon sach The Wisdom of Crouds

Tang Anne

M g c luc

LOI CAM ON II GIOI THIEU 17

1 CAI DUOI DAI 39 2 SU HUNG THjNH VA SUY VONG CUA SAN PHAM HIT 57 3 LUOC SU CAI DUOI DAI 83 4 BA NGUON LUC CUA cAl DUOI DAl 101 5 MOT THE HE CAC NHA SAN XUAT MOI Ill

6 NHUNG THI TRUONG MOI 159 7 NHUNG NGUOI TAO THI HIEU MOI 179 8 KINH TE HOC CAl DUOI DAl 220

9 CAl DAu NGAN 252 10 THIEN DUONG CUA SU LUA CHON 287 II NHUNG NEN VAN HOA NGACH 303

12 M A N H I N H V O T A N 330

13 KHONG CHI LA GlAl TRI 347

14 QUY LUAT CAl DUOI DAl 373 15 CAl DUOI DAI MARKETING 386

Doan cu6i: CAl DUOI CUA TUONG LAI 423

LOI BAT 426

9

L Q I C A M O N

Cuon sach nay nhan duoc dong gop tu" hang nghin nguoi nhd qua t r inh tiep nhan y kien tuong d6i md, bat dau bang mot bai bao duoc biet den rong rai va sau do la viec dua len blog trong qua t r inh viet. Toi phai cam on nhieu nguoi, ca trong phan cam on nay va phan chu thich 6" cuoi cuon sach.

Nguoi dau tien ngoai ban than to i da lam viec cue nhoc nhat cWnh la vo toi, Anne. Khong mot du an nao giong nhu du an nay co the duoc hoan tat neu thieu su t ro gitip ciia mot doi tac dac l u c Anne vuot qua t§t ca tieu chuan ciia mot doi tac nhu the. Su l ing ho hen tuc va cam thong ciia co ay da giiip bien dieu do thanh hien thuc; nhung gi co ay phai trai qua that khong don gian, tut viec trong bon tre vao tat ca cac Chti nhat trong k h i to i lam viec tai Starbucks, den nhirng buoi to i khong duoc nghi ngoi, nhung ky nghi phai of nha, nhurig bila an to i 6" nha hang khong thuc hien duoc va tat ca nhirng kho khan khac co the co do to i phai tap t rung toan tam toan y vao cuon sach nay. Nhung hon het, co ay con la tro" thu dac luc ciia toi, nguoi doc dau tien ciia toi, nguoi co van, ban tam t inh va la nguon khich le va dong vien vo tan. (Cac con ciia chiing to i -

Daniel, Erin, Toby, va Isabel cung mat mot nam khong duoc su quan tam nhieu ciia cha, va to i cam on tat ca

11

CAI DUOI DAI

da co each cu x i i diing muc va hy vong la quang thoi gian ay khong de lai vet seo vinh vien nao).

Trong qua t r inh nghien cuu va xay dung noi dung cuon sach, to i that may man co su cong tac cua hai trong so nhung bo 6c lam viec va t u duy sac sao nhat tren hanh t inh la Louis Rossetto va Jane Metcalfe, hai ngudi ban, hang x o m va ngudi sang lap ra tap chi Wired, nhi2ng ngud i da cho t o i m u o n van phong Berkeley tuyet dep trong vai thang vao mua he nam 2005. (Toi la mot "hoc gia tai gia", mot danh hieu cho toi cam giac la ngudi thong minh hon). Va mot ngudi ban than khac, Peter Schwartz, da cho to i muon dia diem dep khong kem trong van phong Emeryville cua Global Business Network, noi toi da thuc hien phan xay dung y tudng ldn va thao lu$n vol tro1 ly viet ciia toi la Steven Leckart.

Nhung doi tac khac ciia to i la nhung dong nghiep tai tap chi Wired, dac biet la Bob Conn va Thomas Goetz, nha dieu hanh va t rd ly bien tap. H Q da dua ra nhung y tudng thong minh, khuyen khich va lam giiip toi cong viec trong khi toi phai tap trung phan ldn thdi gian vao cuoi sach. Bob cung la ngudi hieu dinh bai bao Cai duoi dai lan dau tien, giup toi IQC ra nhirng lap luan va dan y, mot su dong gop cd hieu qua cho den hien nay. Nhirng binh luan ciia Melanie Cornwell ve ban viet tay da chi ra nhieu lo i trong van hoa pop. Toi cung cam on Blaise Zerega, vdi t u each la quan ly bien tap da giu" cho co xe tiep tuc lan banh khi to i vang mat ban thdi gian, va Joana Pearstein, giam doc d u an

12

LOI CAM ON

ciia chiing toi, ngudi da giup cung cap nhieu hinh ve t rong giai doan ban dau. Toi dac biet cam on Si Newhouse v i da t i n to i vol nhung y tudng goi md ban dau va cho phep to i nghi den phat trien y tudng thanh cuon sach nay.

Gidi hoc gia dong gop quan trong trong viec luong hoa anh hudng ciia Cai duoi dai va kham pha tac dong ciia chiing. Erik Brynjol fsson ciia Trudng Oman ly Sloan, MIT, va Jeffrey Hu ciia trudng Quan ly Krannert da dua ra Udc lUOng ve Cai duoi dai ciia Amazon, dieu da giup to i h inh thanh khung phan tich de tu do xay dung ly thuyet va ciing co niem t in rang cd the hoan thanh d u an. Nghien cuu khong ngung ciia ho trong l m h vuc nay rat dang chii y, va su ling ho ciia ho doi vol cong t r inh ciia to i rat dang tran trong. Tai Trudng k inh doanh Harvard, cong t r inh ciia Anita Elberse ve Cai duoi dai ciia Netf l ix va DVD rat huu ich va to i mong ba se sdm cong bo cong t r inh cung nhu se tiep

tac duoc lam viec vol ba.

Tai Trudng Kinh doanh Stanford, Giao su Haim Mendelson da cho phep toi t r inh bay trudc ldp hoc va dua ra chii de nghien cuu Cai duoi dai t rd thanh mpt chii de. Do do, toi that may man kh i duoc lam viec vol nhirng sinh vien ciia ong n h u Angie Shelton, Natalie Kim, Saloni Saraiya va Betheny Poole, nhung ngudi da viet cac nghien cuu t inh huong ciia Yahoo! Music va eBay. Ve nghien cuu ciia eBay, chiing toi cung nhan duoc t rd giup ciia Terapeak vdi nhurig so li?u quy gia ve Cai duoi dai khach hang va ngudi ban tren th i

13

CAl DUOI DAI

trudng. Tai Dai hoc California, Berkeley, nha k inh te Hal Varian da dua ra nhieu y tudng co van va khuyen khich toi xem xet nhung khia canh mdi vdi su chinh xac cao hon.

Mot trong nhurig nguon tu lieu va v i du tntfc te nhat ve Cai duoi dai la cong ty Rhapsody ci ia hang RealNetwork. Toi thifc su biet on Rob Glaser va Matt Graves, hai ngudi da thudng xuyen giup dd va khuyen khich toi . Reed Hastings, CEO ciia Netflix, khong chi la ngudi l ing hp ngay tu: dau va cung cap so lieu, ma con la ngudi khuyen toi rang cum tu1 "Cai duoi dai" co the se hit, sau nay da t rd thanh Idi khuyen co ich. Dave Goldberg ciia Yahoo! da giup toi bang kien thufc trong nganh am nhac, va Bill Fisher ciia DVDStation cung cap ca so li§u va kien thiic trong l inh vifc DVD dang thay doi. Robbie Vann-Adibe, trudc day tung lam tai Ecast, xiirig dang nhan nhung Idi cam on dac biet v i da khuyen khich toi bat dau du an nay.

Cac nha nghien cuu t u tudng va nha van da dong gop cho cuon sach nay dudi dang Idi noi va y tudng, bao gom Umair Haque, ngudi da giup rat nhieu ve phan Music House; Glenn Fleishman da dong gop ldn cho phan viet ve Amazon; Andrew Blau ciia GBN da giiip toi t u duy ve Cai duoi dai ru" quan diem Nguon hfc; Rob Reid vdi nhung email dai va sau sac ve nen kinh te giai t r i dang chuyen doi da dude to i da tr ich dan nhieu; Kenvin Laws vdi y tudng mang t inh khai minh ve sufc manh ciia cac thi trudng ngach da co anh hudng quan trpng den bai bao dau tien ciia toi .

14

LOI CAM ON

Dai dien cua toi, John Brokman, khong chi la ngudi dong vien va co van tuyet vol, ma con giup toi tiep can mpt the gioi cac nha t u tuong va khoa hoc. Nhung btfa toi va cac cuoc gap gd ciia toi dudi su sap xep ciia ong la quang thdi gian thu v i nhat trong cuoc doi toi. Bien tap vien ciia to i d Hyperion, Will Schwalbe, da giup toi rat nhieu; cau tnic cuon sach hien nay chii yeu dua tren nhurig 161 khuyen co ich ciia ong va viec hoan thien ciia cuon sach la do sU nhiet t inh thuong xuyen va chi dan tan t inh ciia ong.

Toi x in dac biet cam On cha me ciia toi . Xin cam On cha toi, Jim Anderson v i da chi ra cho toi tam quan trong ciia tam i ih in toan cau va t inh khiem ton trong gioi t r i thiic. Cam On me toi, Carlotta Anderson v i da khuyen khich toi bang su cWnh xac ve ngon ngi i va t inh to mo vo b6.

Nghien cuu trong nganh k inh doanh sach la mpt trong nhung cong viec kho khan nhat v i nguon diJ lieu chuan (thong t in ve doanh so ban ciia Amazon) khong dupe cung cap va chiing toi bupc phai su1 dung lai phan Ion t u lieu ttifben thufba. Do do, toi xin cam on dac biet den Morris Rosenthal va T im O'Reilly. Cuoi ciing, x in cam on John Bettelle, tac gia ciia cuon sach The Search, vdi v i du ve viec dua len blog trong qua tr inh viet sach da thuc day toi md ra blog thelongtail.com, noi toi nhan dupe nguon y tudng, tham van, d t i lieu va kien thiic quy bau tuf hang nghin ngudi dpc thong minh, nhung ngudi ximg dang nhan dude Idi cam dn chan thanh ciia

toi.

15

G I O I T H I E U

Chay theo cac danh sach ban chay nhat la noi am anh ciia nude My. Van hoa My la mot cuoc dua ve su noi tieng. Chung ta b i am anh bdl hit1 - tao ra chung, lua chon chung, noi chuyen ve chung va theo doi su len xuong cua chiing. Moi dip cuoi tuan la mot cuoc dua gianh mua ve tai cac rap chieu bong va moi toi t h i i Nam la mot cuoc dau tranh sinh ton kieu Darwin de t i m ra chuong t r inh truyen hinh phu hop nhat va dat gid de theo doi vao tuan sau. Mpt vai bai hat hit dupe choi d i choi lai tren dai phat thanh, trong khi cac nha quan ly nganh giai t r i bd hoi tai t i m kiem chii de thu hut khach tiep theo.

Do la the" gioi chay theo hit. Hon mia the ky qua, cac phuong tien thong t in dai chiing va nganh giai t r i phat tr ien dua tren nhuxig bp ph im hit, nhirng dia vang va chuong t r inh t iv i noi tieng. Khong nghi ngd gi niSa, hit da t r d thanh lang k inh ma tu" do chiing ta cam nhan ve van hoa ciia minh . Chung ta nhan dang thoi dai thong qua nhirng nhan vat noi tieng va cac san pham san xuat dai tra - chiing la nhirng chuoi ket noi trai

Ttf hit se dtfdc sii dung trong toan bp cuon sach nay, co nghia la: san pham dat ky luc, hang ilau, b i l l (.hay lltlau..—r

S | THl/ VIEN KHOA HOC KY tHUAT B u l l DIEN

17

PHU BAN:

CAI DUOI DAI

nghiem cuoc song ciia chiing ta. Mo hinh lang xe cac ngoi sao man anh ma Hollywood thuc hien tu! tam thap nien tru6c day gid da len loi vao moi ngo ngach thuong mai, vi nganh ban giay cho den dich vu am thuc. Cac phuong tien thong t in ciia chiing ta b i am anh bdl nhirng san pham ndng. Noi torn lai, hit la vua.

Tuy nhien, xem xet moi vat ky hon mot chiit, ban se thay bu t tranh nay, noi len cung vdi ky nguyen ciia dai phat thanh va truyen hinh sau Chien tranh the gidi lan t h i i hai, gid day dang dan bien dang. Hit dang bat dau mat dan anh hudng. So mpt van la so mpt nhung doanh so d i kem khong con nhu trudc kia.

Hau het nhirng album trong so 50 album ban chay nhat mpi thdi dai la ciia thap nien 70 va 80 (The Eagles, Michael Jackson) va khong co album nao dupe san xuat trong vong 5 nam viia qua. Doanh thu ciia cac rap chieu ph im Hollywood da giam hon 6% trong nam 2005, cho thay mot thuc te la khan gia di xem phim d rap dang giam di du cho dan so nude My van tang len.

Moi nam, he thong t iv l thong thudng lai mat them khach hang chay sang hang tram kenh truyen hinh cap. Dan ong d do tud'i tit 18 den 34 - nhung khan gia dude nham tdi nhieu nhat ciia cac nha quang cao - da bat dau tat t ivi de danh ngay cang nhieu thdi gian ludt Internet va choi games dien vi. T i l hang thap nien qua, bang xep hang nhirng chuong t r inh t iv i hay da giam xuong va chuong t r inh hay nhat hien nay khong the sanh dupe vdi mudi chuong t r inh hay nhat vao

nam 1970.

18

Gioi thieu

Noi torn lai, mac du chung ta tiep tuc b i am anh bdi hit nhung chung khong con la nguon life lcinh te nhu trudc kia nira. Vay nhirng khach hang hay thay long doi da kia chuyen d i dau? Cau tra 161 la khong phai mot noi. Ho phan tan k h i th i trudng phan khuc thanh vo so nhung t h i t rudng nghach. Mot khu vuc tang trudng nhanh la Internet, gid dang tao ra mot bien chtia hang trieu th i trudng, mo i th i trudng deu chong lai each lam truyen thong va quang ba kieu truyen thong theo nhirng each khac nhau.

ITUNES 1 GIET CHET NGOI SAO D A I P H A T T H A N H

Toi ldn len trong thdi ky huy hoang cua ky nguyen van hoa dai chung - thap nien 70 va 80. Moi thanh nien thoi do dude tiep can mia ta kenh t ivi va tren m u t te, mo i ngudi deu xem mot so chuong t r inh t iv i giong nhau. Cd ba hay bon dai phat thanh phat nhac rock d moi thanh pho. Chiing dinh hudng am nhac cho moi ngudi; chi co vai dtia tre may man co tien mua cac dia nhac m d i la cd the m d rong tam nhin xa hon.

Chung toi deu xem ph im bom tan2 vao mua he trong

1 iTunes: Ten mot phan mem quan ly am nhac do cong ty Apple dua ra nam 2001 cho may tinh MAC, co the ket noi vdi dich vu iTunes Store cua Apple de mua, tai nhac va video cac loai.

2 Tieng Anh: blockbuster. TU long chi phim an khach.

19

CAI DUOI DAI

rap va nhan t in rtr cac td bao va dai phat thanh. Nhung dia diem t i m thay thong t in ngoai luong la thu vien va ciia hang sach tre em. Theo nhirng gi con lai trong tam t r i toi th i t h i i van hoa khong giong vol van hoa dai chiing ma toi dupe tiep can chi la sach va mpt so tai lieu ban toi va toi suu tap, va chiing khong dupe truyen ba ra ngoai khu nha ciia chiing toi.

Ngupc vol tuoi tho ciia toi la Ben, chang trai 16 tuoi ldn len trong ky nguyen Internet. Cau la con trai duy nhat ciia cap vp chong giau co d North Berkeley Hill , do vay cau co may tinh Mac trong phong ngii, mpt may iPod day dt i lieu (va dupe cho tien de tai nhac t i i iTunes Store hang tuan), va co mpt dam ban co ciing miic song nhu cau. Giong vol cac ban ciia minh, Ben khong the tudng tupng ra mpt the gidi lai khong co bang thong rpng 1 , dien thoai d i dong, MP3, TiVo 2 va mua hang true tuyen.

Cac h inh thiic ket noi tren da cho phep tiep can khong gidi han va khong kiem soat doi vdi van hoa va san pham tren mang, tut chii luu den ngoai le va tham chi ca xa hpi den. Ben ldn len trong mpt the gidi khac vdi toi - mpt the gidi i t b i chi phoi bdi cac phuong tien dai chiing va giai t r i truyen thong. Neu ban khong nhan ra minh trong nhirng trang viet nay, hay tudng tupng ra Ben. Cau ay dang tiep can nhifng san pham tien tien ciia tuong lai. 1 Nguyen van tieng Anh: Broadband. 2 TiVo: Loai may thu hinh ky thuat so co dung luong 6 cung

Ion, thuong dung de thu cac chuong trinh tivi de xem vao thdi diem khac vol thdi gian phat song.

20

Gioi thi u

Theo Ben, bite tranh van hoa la mot dong chay lien tuc tit cao xuong thap, vdi cac san pham thuong mai va nghiep d u canh tranh binh dang vdi nhau de gay su chii y vdi cau. Don gian la cau khong phan biet cac san pham hit chii lUu vdi cac san pham chp den - cau chon nhirng gi cau thich tit thuc don nhieu vo tan nhirng bo ph im ciia Hollywood va nghiep du dupe xep canh nhau.

Ben xem t r u y l n hinh chi khoang 2 tieng/tuan, chii yeu la bo ph im dai tap West Wing (tat nhien la thdi diem xem khac vdi thdi diem phat song) va Firefly -mot bp phim dai tap ve chuong trinh vu tru da bi ngung phat ma cau ghi dupe bang may TiVo. Cau cung xem ph im hoat h inh dupe tai xuong bang phan mem Bit Torrent, mpt cong nghe chia se peer-to-peer1, do ph im hoat h inh do dupe phat lan dau tien tren truyen hinh Nhat Ban (phu de tieng Anh dupe nhung ngudi xem them vao).

Ve ph im anh, cau say me phim khoa hoc vien tudng, v i vay la mot khan gia tuong doi chinh thong. Cau dam me cac bp ph im khoa hpc vien tudng nhu Star Wars va Matrix Cau cung xem nhirng ph im tai xuong tvt mang, n h u ph im hoat h inh nghiep du (dupe lam bang each dieu khien cac nhan vat trong games dien tir) va nhurig san pham dpc lap nhu Star Wars Revelations, mpt bp p h i m do ngudi ham mp t y san xuat co nhung

1 Cong nghe peer-to-peer dung de ket noi va chia se true tiep thong tin gifla hai hoac nhieu may tinh cung nhu gitia nhirng nguoi dung tren mang.

21

CAI DUOI DAl

hieu uxig dac biet garth dua vol ca bp phim nguyen ban ciia Lucas.

Mpt phan am nhac trong iPod cua cau dupe tai xuong t i i iTunes, nhung phan Ion la do ban be cung cap. Khi mpt thanh vien trong nhom mua mpt dia CD, cau hay co ta se sao dia tang moi ngudi. Sol thich ciia Ben la nhac rock co dien - Led Zeppelin hay Pink Floyd - hoa t rpn vdi am thanh ciia games dien tir. Dai phat thanh duy nhat ma cau nghe la NPR ma cha me cau md khi ngdi tren 6-to.

Sd thich doc ciia cau la tieu thuyet Star Wars va truyen tranh manga ciia Nhat Ban, phan ldn la qua cac trang mang truyen tranh. Giong nhu mpt so ngudi ban, cau yeu thich nen van hoa Nhat den noi da chon tieng Nhat la ngoai ngu" hoc d trudng. Khi toi con di hoc, tre em hoc tieng Nhat vi Nhat la cudng quoc kinh te thong t r i , do vay ky nang ngdn ngiJ duoc cho la md ra co hpi nghe nghiep. Nhung gid day tre em hpc tieng Nhat de viet phu de phim hoat hinh va dpc truyen tranh manga chu" khong phai de dpc nhirng tac pham dupe dich tuong doi chinh thong.

Ben gianh hau het thdi gian ranh de len mang, ludt web hay tham gia vao cac d i l n dan nhu Halo, Star Wars. Cau khong quan tam den t in t u t - cau khong dpc bao hay xem t in tu t tren truyen hinh - nhung theo doi su phat t r ien cong nghe mdi nhat va van hoa ngach1 qua cac trang mang nhu Slashdot (tin tile ve

1 Hinh thtfc van hoa phai sinh do su ra doi ciia Internet.

22

Gioi thieu

cong nghe) va Frark (chuyen la). Ca ngay, cau lien lac bang t i n nhan hen tuc vdi mudi ngudi ban than nhat. Cau khong hay nhan t in bang dien thoai di dong giong nhu cac ban. (Nhan t in dupe nhirng ngudi hay ra ngoai Ua thich; IM la kenh chat1 Ua thich doi vdi nhirng ngudi thudng xuyen d trong phong). Cau choi games vol ban be, chii yeu tren mang. Cau thich game Halo 2, dac biet la level2 cd su dieu chinh ciia ngudi choi.

Toi cho rang neu dupe sinh ra muon hon 25 nam, tud'i tho ciia to i chac cung giong nhu vay. Su khac nhau co ban ghia tuoi tho ciia Ben va ciia toi chi la su lua chon. Toi chi dupe biet nhung gi dupe truyen phat tren song. Cau ay dupe tiep can Internet. Toi khong co TiVo (hay tham chi truyen h inh cap); cau ay co tat ca va cd ca phan mem BitTorrent. Toi khong biet mpt chiit gi ve thir gpi la truyen tranh manga, cang khong biet phai t i m no d dau. Ben dupe tiep can tat ca. Neu co m p t n h o m ban choi games t rue tuyen World of Warcraft, han to i da co the xem lai bp ph im hai nhieu tap Gilligan's Island That t inh th i toi ciing khong chac

cho lam.

Cac chuong t r inh truyen hinh dupe xem nhieu hon vao thap nien 1970 so vdi bay gid, khong phai v i chiing hay hon, ma v i chiing ta cd i t su lua chon hon. Dieu

chiing ta van nghi la da cd su nd'i len ciia mpt nen van hoa dai chiing tren thuc te lai khong han la su thang

1 Chat: noi chuyen (tan gau) vdi nhau tren mang. 2 Trinh do ciia tro choi, diffJc xep t i i thap den cao.

23

CAI DUOI DAI

the ciia cac tai nang Hollywood, ma diing hon la ket qua ciia hieu itng bay dan do cac phuong tien truyen thong tao ra.

Uu diem ciia truyen thong la no co the phat mpt chtfbng tr inh toi hang trieu ngudi xem vol hieu qua cao nhat. Nhung no khong the lam ngupc lai - mang hang trieu chuong t r inh den vdi mpt ngudi xem. Tuy nhien, Internet lai lam viec nay rat tot. Nguyen ly kinh te trong ky nguyen truyen thong doi hoi phai co cac chuong t r inh hit - vdi so lupng ldn - de thu hi i t khan gia. Nguyen ly kinh te ciia ky nguyen bang rpng th i ngupc lai. Viec phuc vu hang trieu ngudi ciing mpt luc se la vo ciing ton kem va lang phi doi vdi mpt mang phan phoi dupe thiet ke cho giao dich den rung doi tupng.

Hien nay, nhu cau doi vdi cac san pham van hoa hit van ton tai, nhung no khong con la thi trudng duy nhat m2a. Nhirng san pham hit gid phai canh tranh vdi so lupng ldn san pham ngach (niche). NgUdi tieu diing ngay cang nghieng ve th i trudng cd nhieu sU lUa chpn nhat. Ky nguyen mpt-san-pham-dap-ung-tat-ca dang cham dilt va mpt dieu mdi me dang the cho, do la mot th i trudng da sU lu"a chpn.

Quyen sach nay viet ve th i trudng do.

Su tan vd ciia th i trudng chii lUu thanh vo so manh vd van hoa la dieu gay that vpng doi vdi van hoa va nganh giai t r i truyen thong ciia chiing ta. Sau nhieu thap nien, cac nha quan ly da khong ngiing hun due ky nang sang tao, lua chpn va quang ba cho san pham hit. Dot nhien nhirng san pham hit t rd nen khong du.

24

Gioi thieu

Khan gia dang chuyen sU chu y tdi nhirng tn t i khac, mot sU truyen ba m d ho ve... Dung la chung toi khong biet goi cac san pham khong phai hit la gi. Chung chac chan khong phai la "cac hoa hau", bdi v i hau het khong nham muc dich thong t r i the gidi. Chung la "tat ca nhirng gi con lai".

That ky la la chiing co the da b i bo qua. Suy cho ciing, chiing ta dang noi ve da so su vat. Hau het phim anh khong phai la hit, hau het am nhac khong d trong top 100, hau het sach khong phai la sach ban chay nhat, va hau het chuong t r inh truyen hinh tham chi khong dUOc xep hang Nielsen, va nhieu hon so do khong dUOc len song vao gid cao diem. Tuy nhien, nhieu t h i i trong so do lai t im thay hang trieu khan gia tren toan the gidi. Chiing khong dupe goi la hit, do do

khong dupe t inh den.

Tuy nhien, chiing lai chiem v i t r i ma nhi ing th i trudng dai chiing trudc day da vd vun thanh. But tranh phac hpa ve mpt so tac pham hit co vai t rd chi phoi, t rong k h i nhirng san pham con lai khong cd vai trd gi, gid day da t r d thanh mot b u t kham roi ram gom hang tr ieu manh nho. Thi trudng dai chiing ngay cang t rd

thanh th i t rudng san pham ngach.

Thi trudng ngach van luon ton tai, nhung do gia ca ciia cac san pham nay dang giam xuong - ngudi tieu

di ing t i m ra san pham ngach, san pham ngach t i m

thay th i trudng - nen dpt nhien t rd thanh life lifpng kinh

te va van hoa khong the bo qua.

25

CAl DUOI DAI

Thi trudng ngach mdi khong thay the th i trudng hit truyen thong ma chi chia se vdi no. Trong suot the ky qua, chung ta da lua chon nhung san pham ban chay de su" dung co hieu qua nhat gia de hang hoa, man hinh, kenh phan phoi va su chu y. Gid day, trong ky nguyen mdi cua khach hang mua ban qua mang va ky thuat so, nguyen ly ciia phan phoi dang thay doi mot each co ban kh i Internet di vao turig nganh cong nghiep, t rd thanh kho chiia hang, thanh nha hat va phuong tien truyen thong vdi chi phi chi bang mot phan chi ph i truyen thong.

Chung ta co the vi qua t r inh giam chi phi phan phoi nhu qua t r inh giam muc nude hay khi trieu ha. Khi chi phi giam xuong, mot vting dat mdi da co san d do dot nhien 16 ra. Nhung san pham ngach la su md rpng rat ldn cac san pham trudc day khong co hieu qua. Nhieu san pham da co d do, cd dieu chiing ta kho t im hay kho nhan biet. Chiing la nhirng bp ph im khong dupe chieu d rap dia phuong, la nhirng ban nhac khong dupe len song tren dai dia phuong, la nhung dung cu the thao khong dupe ban tai Wal-Mart. Gi6 day chiing co the dupe t im thay tren Netfl ix 1 , iTunes, Amazon 2 hay d mpt dia diem ngau nhien nao do theo t im kiem ciia Google. Thi trudng vo hinh da t rd thanh h i fu hinh.

Ben canh do, cung co nhung san pham ngach hoan toan mdi, do mpt nganh cong nghiep mdi no'i tao ra ghia the gidi thuong mai va phi thuong mai. Chiing

1 Netflix: Dich vu cho thue dia tren mang pho bien tai My 2 Amazon: Cong ty ban le tren mang (amazon.com).

26

Gioi thieu

xuat hien d nhung noi ma su chuyen nghiep khong de y den va t inh nghiep d u chiem cho. Do la the gidi blogger1, nhung ngudi san xuat bang hinh, ban nhac nghiep du, tat ca dot nhien t i m thay khan gia nhd nguyen tac k inh te cua thdi dai phan phoi ky thuat so.

QUY LUAT 98 PHAN TRAM

Cuon sach nay bat dau bang mot bai toan ma toi da giai sai. Mot trong nhung cong viec ciia toi vdi t u each bien tap vien ciia tap chi Wired la dua ra cac phat bieu ve x u the cong nghe. Bdi v i toi bat dau nghe nghiep trong l inn vuc khoa hoc va sau do t im hieu kinh te hoc tai tap chi The Economist nen toi thudng t im kiem nhirng xu the tren tuf nhung d i l lieu tho. May man la chua bao gid dt i lieu lai san nhu bay gid. Bi mat ciia k inh te hoc the ky 21 nam trong cac may chii ciia cac cong ty xung quanh ta, t i i eBay2 den Wal-Mart3. Mac du khong phai liic nao cung de thu thap cac so lieu nhung nhimg ngudi dieu hanh tai cac cong ty do boi

trong dong dtf lieu moi ngay va co cam quan tuyet vdi ve dieu gi co y nghia va dieu gi khong. Do do, muon

hieu ve xu hudng th i phai hoi ho.

1 Blogger: ngudi viet nhat ky tren mang. 2 eBay: cong ty ban hang (mot phan thong qua dau gia) tren

mang. :< Wal-Mart: He thong sieu thi lorn nhat the gidi do tap doan

Wal-Mart dieu hanh.

27

CAI DUOI DAI

Do la dieu toi da lam vao thang gieng nam 2004, trong van phong ciia Robbie Van-Adibe, CEO ciia Ecast, mot cong ty "hop nhac so"1. Hop nhac so ciing giong nhu hop nhac t u dong binh thudng - gom co loa phat va anh den d i i mau nhu thudng thay d cac quan bar. Su khac biet chi la d ch6, thay vi can mpt tram dia CD, hp chi can mpt dudng truyen Internet bang thong rpng va ngudi dan chUPng t r inh lUa chpn bai hat tu" hang nghin bai dupe tai va luu true trong mot 6 ciing.

Trong qua t r inh tro chuyen, Vann-Adibe hoi to i hay doan so phan t ram ciia 10 nghin album hien co trong hop am nhac ciia cong ty dupe ban it nhat mpt lan trong quy.

Tat nhien toi biet rang Vann-Adibe muon th i i toi. Cau tra Idi thong thudng la 20% bdi v i Quy luat 80/20 co the ap dung trong moi l inh vuc. Cd nghia la 20% san pham chiem 80% doanh so (va thudng chiem 100% lpi nhuan).

Nhung Vann-Adibe dang kinh doanh san pham so, nen co sU khac biet. Do do toi nghi se lieu doan th i i con so khting hon la 50% trong so 10 nghin album ban dupe it nhat mpt ban trong quy.

Cd ve nhu con so do qua cao th i phai. Mpt niia trong so 10 nghin cuon sach hit trong ciia hang sach sieu cd thudng khong ban dupe mpt lan trong mpt quy. Mpt niia trong so 10 nghin dia CD hit ciia he thong ciia hang Wal-Mart ciing vay. Rat kho t i m dupe mat hang

1 Digital Jukebox.

28

uioi thieu

nao ban dupe ty le ldn nhu vay. Nhung cam giac cua to i rang san pham ky thuat so se khac, do do toi da chon con so ldn nhu the.

Toi da sai, rat sai. Cau tra Idi la 98%.

Vann-Adibe noi: "That ngac nhien, phai khong? Tat ca mo i ngudi deu doan sai". Chinh ong ta cung phai kinh ngac: cong ty ciia ong luon muon nap them nhieu bai hat vao hop am nhac, vdi so so luong ldn hon bat cut ciia hang ldn nhat nao va bao gom ca cac san pham ngach va van hoa ngach, v i luon co khach hang mua cac bai hat do. Cang them nhieu bai mdi th i so luong ban ra cang nhieu. Nhu cau doi vol am nhac ngoai san pham hit dudng nhu khong co gidi han. Diing la cac bai hat khong duoc ban vol so luong ldn nhung gan nhu tat ca deu ban duoc vol so luong nhat dinh. Bdl v i chiing chi la nhirng tep d i i lieu trong co sd d i i lieu nen gan nhu khong mat chi ph i luu kho va phan phoi. Do do, cac bai hat c i i hen tuc duoc them vao.

Dieu Vann da kham pha ra chinh la: tong thi trudng ngach cd doanh thu ldn va khong co gidi han. Ong goi do la "Quy luat 98%". Sau do ong noi vdi toi: "Trong the gidi vd i chi ph i dong goi gan nhu bang khong va khach hang duoc tiep can nhanh chong cac san pham theo mot dinh dang nhat dinh, hp se luon muon t i m kiem moi t h i i Toi t in rang dieu nay doi hoi mpt su thay doi co ban tuf cac nha san xuat - to i chi khong biet

nhirng thay doi do la gi!"

Toi se tra Idi cau hoi do. Toi nhan thay rang con so

29

CAI DUOI DAl

thong ke gay soc ciia Vann ham chiia mot su that thuyet phuc ve mot trudng phai kinh te hoc mdi trong nganh giai t r i ciia thdi dai ky thuat so. Vol nguon cung khong han che, quan mem ciia chiing ta ve vai tro ciia san pham hit va san pham ngach deu sai. SU khan hiem budc phai uu tien cac san pham hit - do chi co so lupng nhat dinh 6 tren gia de hang hoa va thdi lupng tren song phat thanh, nen can phai chiia nhirng san pham hit. Neu do la tat ca nhirng gi dupe ban th i cung la tat ca nhirng gi khach hang co the mua.

Nhung dieu gi se xay ra vdi khoang trong vo han? Co the hit la each nhin nhan sai ve k inh doanh. Co nhieu san pham khong phai hit khac ton tai song song. Dieu gi xay ra neu cac san pham do tao ra mpt thi trudng ldn tuong duong, neu khong noi la ldn hon, thi trudng hit? Cau tra ld l that ro rang: no se lam thay doi co ban mpt so th i trudng ldn nhat tren the gidi.

Do do, to i bat dau du an nghien cuu va cd co hpi tiep can tat ca nhung ngudi d i dau trong nganh giai t r i ky thuat so, nr Amazon den iTunes. 0" moi noi toi tdi, cau chuyen deu giong nhau: cac san pham hit van co vai tro ldn, nhung cac san pham ngach dang noi len t rd thanh th i trudng ngay cang quan trpng. Quy luat 98% hoa ra gan nhu cd t inh pho' quat. Cong ty Apple cho biet tat ca cac bai hat trong mpt trieu bai luu t r i i tren iTunes tai thdi diem do dupe ban i t nhat mpt lan trong quy. Netfl ix cho biet 95% trong tong so 25 nghin dia DVD (gid la 90 nghin) dupe thue i t nhat mpt lan trong quy. Amazon khong dua ra con so cu

30

Gioi thi?u

the nhung theo mpt cong t r inh nghien cuu doc lap ve san lupng ban sach cua cong ty nay th i 98% trong 100 nghin dau sach dupe ban i t nhat mot lan trong quy. Dieu nay ciing diing vdi nhieu cong ty khac.

Moi cong ty deu co an tupng ve nhu cau doi vdi cac mat hang trudc day b i coi la ph i k inh te, t i i dia DVD ph im truyen hinh nhieu tap ciia Anh dang pho' bien mpt each dang ngac nhien tren Netflix, den nhirng dia nhac a i dupe ban rpng rai tren iTunes. Lan dau tien to i nhan ra rang: to i dang chung kien hinh dang thuc thu ciia dudng cong nhu cau trong nen van hda ciia chiing ta kh i no khong b i lpc bdi t u duy k inh te hoc khan hiem.

Hinh dang ay diing la rat, rat la. Neu nghi rang bat a i thuf gi dupe dua ra t h i trudng deu cd khach hang th i diing la la. Ly do la v i chiing ta khong nghi viec ban dupe mpt dPn v i trong mpt quy la dang ke. Chiing ta thudng nghi rang ban le la phai ban duoc nhieu. Ban se khong quan tam den viec th i thoang mdi ban dude mpt san pham, v i mpt ciia hang ban le dia CD truyen

thong s i i dung gia de dia 0,5 inch/dia cd the ban dupe 1 nghin dTa/quy. Do la gia t r i ciia khoang khong - tien thue, tra nhan vien, chi ph i khac... can phai thu lai t i i mpt so lupng cac san pham hang thang. Noi each khac,

viec bay ban cac san pham ngach la lang phi .

Tuy nhien, k h i khoang trong khong mat tien, dpt

nhien ban cd cd hpi ban nhirng san pham trudc kia i t kha nang cd khach hang, va chiing bat dau co gia t r i .

31

CAl DUOI DAl

Day chinh la b i quyet dan den thanh cong cua cac cong ty Amazon, Netflix va cac cong ty khac. Tat ca deu nhan ra rang kh i hieu qua k inh te truyen thong mat di th i hieu qua k inh te tren mang phat huy tac dung. Nhurig san pham ngach chi ban dupe vol so lupng nho, nhung co rat nhieu san pham ngach dupe ban, nen tao thanh mpt nganh k inh doanh lorn.

Trong niia dau nam 2004, to i bat dau nghien ciiu nay qua mpt so bai phat bieu va phat trien y tudng sau moi lan noi chuyen. Ban dau, bai noi co nhan de "Quy luat 98%". Sau do la "Luat choi M61 trong Nen Kinh te Giai t r i Moi".

Tuy nhien, liic do toi da co du" lieu tho nhd Rhapsody, mpt trong nhirng cong ty am nhac true tuyen. Ho da cung cap cho toi die lieu ve lupng si i dung ciia khach hang trong mpt thang, va kh i toi dung thanh do thi, toi nhan thay rang dudng cong nay khong gidng nhu nhirng gi toi da thay trudc day.

Ban dau, dudng cong do giong nhu bat ky dudng cong nhu cau nao khac, duoc xep t i i ldn d£n nho. Mpt so san pham hit dupe tai vdi so lupng ldn d phan dau ciia do thi , sau do no doc xuong nhanh vdi nhung bai hat kem nd'i tieng hon. Nhung dieu th i i v i la no khong bao gid cham so 0. Toi kiem tra bai hat thu" 100 nghin va nhan dupe so lan tai xuong hang thang van d con so hang nghin. Dudng cong tiep rue, 200 nghin, 300 nghin, 400 nghin bai - khong ciia hang nao ban dia truyen thong nao cd the chiia nhieu bai hat den the.

32

Gioi thieu

Van co nhu cau. Tai diem cuoi cua dudng cong, cac bai hat dupe tai chi 4 den 5 lan/thang, nhung van khong cham so 0.

Trong thong ke hoc, nhung duong cong nhu the dupe gpi la "Dudng phan phoi dai duoi", bdi v i phan duoi ciia no rat dai so vdi phan dau. Do do, tat ca nhirng gi to i l am la tap trung nghien cuu Cai duoi, chpn ten chinh xac, va thuat ngti "Cai duoi dat' da ra ddi. No bat dau tai trang 20 trong bai t r inh bay "Nhirng quy luat mdi" ciia toi . Toi cho rang chinh Reed Hastings, CEO ciia Netfl ix da thuyet phuc to i cat bd phan dau ciia bai t r inh bay. Vao mua he nam 2004, "Cai duoi ddf' khong chi la ten bai di§n van ciia toi; to i da viet g i n xong bai bao ciia m inh cd ciing ten cho tap chi Wired ciia toi .

Khi bai bao "Cai duoi ddf dupe dang tren tap chi Wired vao thang 11 nam 2004, no nhanh chong t rd thanh bai bao dupe tr ich dan nhieu nhat tU trudc den nay tren tap chi nay. Ba luan diem chinh ciia no - (1) Cai duoi cac san pham dai hon rat nhieu so vol nhirng gi chiing ta thay; (2) No cd hi?u qua k inh te; (3) Tat ca thi trudng ngach, k h i k i t hpp lai vdi nhau, cd the tao thanh th i t rudng khong lo - dudng nhu khong ai cd the nghi ngd, dac biet kh i dupe chiing minh bdi nhirng dtf lieu chua bao gid dupe cong bo.

33

CAI DUOI DAI

D U O I D A I 6 KHAP NOI

Mot trong nhung dieu dang khich le nhat trong so hang loat phan hoi doi vdi bai bao cua toi la so lupng phan ho i ciia cac nganh cong nghiep. Bai bao bat nguon rU mot phan rich ve mpt trudng phai kinh t§ hoc mdi trong nganh giai t r i va truyen thong, va toi chi md rdng doi chiit kh i de cap qua cac nganh khac nhu eBay (hang hoa cu) va Google (danh cho cac nha quang cao nho) nhu nhung nganh k inh doanh Cai duoi dai. Tuy nhien, ngudi doc nhan thay Cai duoi dai d khap mpi noi, tu" chinh t r i den quang ba cong chiing, tU am nhac den the thao trong trudng hoc.

Dieu moi ngudi nhan thufc ra la nhirng hieu qua mdi ve phan phoi, san xuat va quang ba dang lam thay doi khai niem ve thuong mai ndi chung. Cach tot nhat de mieu ta cac luc lupng nay la chiing dang bien nhirng khach hang, san pham va th i trudng phi lp i nhuan trudc day thanh nhung l inh vuc mang lai lp i nhuan. Mac du hien tupng nay bieu hien ro nhat trong nganh giai t r i va truyen thong nhung no cung cd bieu hien tuong t u tai cac cong ty nhu eBay, hay rpng hpn la nganh oto va thu cong.

Nhin rpng ra, cau chuyen Cai duoi dai thuc su la ve k inh te hpc du thUa - dieu gi se xay ra k h i kho khan giUa cung va cau dan bien mat va mpi thU t rd nen de tiep can vdi tat ca mpi ngudi.

34

Gioi thieu

Mpi ngudi thudng yeu cau to i chi ra mpt san pham khong thuoc pham t n i k inh te hpc Cai duoi dai. Cau tra Idi thong thudng ciia to i la: san pham do phai khong the phan loai dUOc, khi su da dang khong nhung khong phai la dac diem ciia no ma la dieu moi ngudi khong mong muon. Vi du, hot mi , to i nhd la no dUdc ban trong sieu th i vdi nhan hieu chU to "Bot mi" . Sau do to i t inh cd d i qua cUa hang thuc pham Whole Food va nhan ra la to i da sai. CUa hang do cd hon hai muoi loai bpt mi , tU bpt tho den bot pha t rpn vdi cac thanh phan huu CP khac. That ngac nhien la ciing cd mpt Cai duoi dai ve bpt m i .

SU giau cd dang tang len cho phep chung ta chuyen tU nhirng khach hang luon mac ca khi mua nhirng hang hoa cd thUPng hieu (hay tham chi khong co thuong hieu), thanh nhiing ngudi sanh soi vdi nhung sd thich trong ca nghin su dam me de phan biet chiing ta vdi nhirng ngudi khac. Chung ta dang tao ra nhirng hanh v i khach hang mdi, dupe mieu ta bang nhiing thuat ngU nhu "Tinh dpc dao danh cho so dong", "Chuong t r inh truyen hinh dac biet danh cho so i t khan gia", "He thong san xuat dupe t rp giup bdi may t inh nham dap Ung nhu cau ciia nhieu loai khach hang"1. Chiing deu hudng den mpt diem chung: co nhieu Cai duoi dai hon.

1 Nguyen van tieng Anh lan ltfqft la "Massclusivity", "Silvercasting", "Mass Customization".

35

CAl BUOI DAl

GIOI THIEU K I N H TE HOC CUA THE K Y 2 1

Cuon sach nay cung la mot cong trinh nghien c\iu k inh te, vol su giup dd va tham gia ciia cac sinh vien va giao su cua trudng cac dai hoc Stanford, MIT va Truong Kinh doanh Harvard. Do cung la thanh qua tut hon mot t ram bai phat bieu, phien tranh luan va lam viec vdi cac cong ty va tap doan cong nghiep cd quan diem rang Cai duoi dai dang thay dd'i the gidi. No cung nhan duoc su hop tac cua hang chuc cong ty va nha dieu hanh cung cap nhieu t u lieu noi bo, dua ra quan diem chua tUng cd ve su nd'i len cua kinh te hoc v i mo trong ky nguyen tren mang.

Dieu dang mung la kinh te hoc cua the ky 21 da cho thay bong dang trong cac dU lieu ciia Google, Amazon, Netfl ix va iTunes. Trong du lieu ldn ve thoi quen ciia ngudi tieu diing dan he 16 hanh v i ciia khach hang khi ho duoc lua chpn khong han che, mpt van de khong dupe quan tarn cho den gan day, nhung dang t rd thanh mau chot de hieu ve he thong k inh te duong dai.

Dieu dang ngac nhien la rat i t nha k inh te nghien cUu nhung dU lieu nay, chii yeu v i hp khong dat van de (hau het cac nha nghien cUu ma to i lam viec ciing la d trong cac trudng lcinh doanh, chi cd vai ngudi la nha k inh te). Cd vai ngoai le la nha k inh te Hal Varian ciia Dai hpc California lam viec ban thdi gian tai Google va mdt so nha k inh te theo ly thuyet dau gia lam viec tai eBay - nhung hp chi la thieu so. Mpt so dU Ueu trong cuon sach nay chua tung dupe biet den.

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Gioi thieu

La ngudi ngoai dao, to i da can den nhieu stf tro" giup tU cac chuyen gia trong moi l inh vuc. Vi du, toi da dua ra nhieu cau hoi ve khai niem va each goi tai blog thelongtail.com ciia toi . Thong thudng, qua ttinh nay dien ra nhu sau: to i dua y tudng ban dau giai thich Quy luat 80/20 dang thay doi nhu the nao len mang, sau do hang chuc ngudi doc thong thai se dua ra binh luan, gin' email hay dua len blog rieng ciia hQ each phat tr ien y tudng do. Cach s i i dung so dong trong t u duy nay da thu hi i t dupe trung binh 5 nghin ngudi doc moi ngay.

Trong phan mem, ngudi viet gui ban so bp (ban be­ta) cho nhirng ngudi muon s i i dung nhat. De doi lay vi?c dupe tiep can sdm vdi phan mem, ngudi si i dung phai t h i i nghiem chuong t r inh tren may ciia hp, t i m ra lo i ma ngudi viet chuong ttinh mac phai. Viec kiem tra ban be-ta rat quan trpng trong viec tao ra nhung phan mem cd t inh Ung dung cao. Hy vpng ciia toi ciing cd the lam giong the - t h i i nghiem nhieu y tudng trong cong chiing - de cuon sach tot hon, hay i t nhat ciing chinh xac hon.

Toi se chi ra day su khac biet giUa nhiing y tudng t h u nghiem be-ta trong cong chiing va viec viet mpt cuon sach thuc sU. Mac du nhieu ngUdl n6 luc viet sach - dua mpt so chUdng len mang va doi k h i dua bai viet de mong nhan dupe gop y tap the - toi da chpn s i i dung blog n h u mpt t i p nhat ky cong khai trong qua t r inh nghien cUu. Qua ttinh viet sach va hau het noi dung phan tiep theo - t o i thuc hien ngoai mang (offline).

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CAI DUOI DAl

Cuoi cung la van de ban quyen. Mac du to i nghi ra thuat ngi i "Cdi duoi ddf nhung to i khong the doi hoi bat cU quyen lo i gi trong sang tao ra khai niem nay. Viec van dung cac nguyen ly k inh te mot each co h i f u qua t rong nganh ban le t ren mang da duoc Jeff Benzos ciia Amazon tien hanh vao khoang nam 1994. Hau het nhirng gi to i duoc biet la qua nhUng buoi noi chuyen vdi ong va cac doi tac ciia ong tai Netfl ix va Rhapsody, cung vdi nhirng ngudi khac trong nghe rU nhieu nam nay.

Nhung nha k inh doanh do la nhung ngudi sang tao thuc s u Dieu ma to i co gang lam la tong hop y kien ciia ho de xay dung mot khung khai niem. Tat nhien, do chinh la k inh te hoc: t i m nhiing khung khai niem phu hop, de hieu de md ta hien tuong trong the gidi thuc. Xay dung khung khai niem la mot budc tien, nhung dieu do chi co the thuc hien tU nhirng sang tao thuc su ciia tat ca nhirng ngudi phat hien va hanh dpng ve hi?n tuong nay ngay tU dau.

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1

C A I D U O I D A l

CONG NGH£ DANG BIFJN THI TRUONG DAI CHUNG THANH HANG TRLfiU THI TRUONG NGACH

Nam 1988, nha leo nui ngudi A n h Joe Simpson viet mpt cuon sach co tua de Cham vao khoang trong (Touching the Void), mpt cau chuyen rung rpn ke ve c h u y i n d i can ke vdi cai chet t ren vung nu i Andes d Peru. Mac du nhan dupe danh gia t ich cue nhung cuon sach chi thu dupe thanh cong han che va gan n h u ro i ngay vao quen lang. Mpt thap nien sau do, dieu ky la da xay ra. Khi cuon sach ciia Jon Krakauer cd tua de Tan bien (Into Thin Air) dupe xuat ban vdi so lupng l d n th i cuon Cham vao khoang trong da

dupe ban t r d lai .

Cac dai ly ban sach da gidi thieu cuon Cham vao khoang trong ciing vdi cuon Tan bien va lupng ban ra ciia cuon sach nay tiep tuc tang. Dau nam 2004, Hang p h i m IFC da ra mat bp p h i m tai l ieu ve cau chuyen lien quan den cuon sach vdi danh gia tot ve

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CAI DUOI DAI

no. Ngay sau do, nha xuat ban HarperCollins tai ban cuon sach tren dudi dang bia mem va no da lot vao danh sach cac cuon sach ban chay nhat ciia Thdi bao New York trong 14 tuan. Gitia nam 2004, cuon Cham vao khoang trong da ban dupe hdn gap doi cuon Tan bien.

Dieu gi da xay ra? Do la do truyen t in tren mang. Khi cuon sach Tan bien dupe xuat ban, mpt so ngudi da gidi thieu tren mang Amazon.com su giong nhau giUa cuon sach do vdi cuon sach Cham vao khoang trong k h i do con i t dude biet den, dong thdi ca ngpi het Idi. Nhirng dpc gia khac dpc nhirng danh gia do va t i m mua cuon sach xuat ban trudc. Sau do khong lau, phan mem mua sach tren mang da khuyen khich ngudi mua "dpc gia mua sach Tan bien ciing nen mua cuon Cham vao khoang trong" va bat dau gidi thieu ca hai cuon sach nhu mpt bp doi. Khach hang quan tam va dong y hoan toan, ho viet Idi nhan xet mpt each day cam hiing. Sach cang ban dupe nhieu th i cang cd nhieu Idi gpi y dupe nhan rpng va the la xuat hien mpt vong mua ban mdi vdi so luong ldn.

Dieu dac biet dang chu y la k h i cuon sach ciia Krakauer dupe dua ra t h i trudng th i cuon sach ciia Simpson gan nhu khong con dupe xuat ban. Neu dieu nay xay ra vao mpt thap nien trudc th i dpc gia ciia Krakauer se khong bao gid biet den Simpson - va neu cd biet th i ciing se khong the t i m mua dupe sach ciia ong. Cac nha ban sach tren mang da thay dd'i dieu do. Bang each m d rpng gidi han cac dau sach tren gia va

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Cai duoi dai

cung cap thong t in tren mang ve xu the mua ban cung nhu y kien dpc gia, ho da tao ra hien tupng Cham vao khoang trong. Ket qua la cuon sach da roi vao quen lang lai dupe t i m mua.

Do khong chi la gia t r i ciia cac nha ban sach tren mang, ma con la v i du ciia mpt md hinh kinh te hoan toan moi trong nganh giai t r i va truyen thong, mpt mo hinh vUa mdi dupe khai sinh. Viec ngudi tieu diing duoc lua chpn khong gidi han mua cai gi va bang each nao - tU cac dia DVD ciia cong ty cho mupn qua dudng buu dien Netfl ix den cac bai hat ciia cac cong ty true tuyen iTunes va Rhapsody- da t rd thanh hien thuc. Khach hang se t i m ky hdn cac bai hat trong catalog theo nhung danh sach dai hon rat nhieu nhirng bai hat d cac ciia hang Blockbuster Video va Tower Records. Cang t i m dupe nhieu hai hat, hp cang cam thay thich th i i . Cho den k h i hp thudng thUc nhung bai hat ngay cang xa vdi nhung bai quen thupc, hp phat hien ra rang sd thich thudng thUc am nhac ciia hp khong chinh thong nhu trudc day hp van thudng nghi (noi theo each khac, hp dan t in rang van hoa chay theo hit ddn thuan la van hda khan hiem).

Nhiing so Ueu ban ra va x u hudng trong cac nganh dich vu tren va cac nganh khac cho thay mpt th j trudng kinh doanh giai t r i ky thuat so dang noi len. Thi trudng k inh doanh nay khac ve cd ban so vdi cac t h j trudng khac. Neu nganh giai t r i trong the ky 20 chay theo hit, t h i t rong the ky 21 se chay theo cac thi trudng ngach.

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CAl DUOI DAI

Trong thdi gian qua dai vUa qua, chiing ta da chiu su thong t r i ciia mot so i t san pham hit, v i du cac san pham sach bao va ph im bom tan theo mua ciing vol van hoa nhac pop. Tai sao vay? Do la do k inh te hoc. Nhieu gia thuyet ciia chiing ta ve th i h i i u cong chiing la san pham ciia su" mat can doi cung va cau - phan l ing th i trudng doi vol su phan phoi thieu hieu qua.

Co the noi van d i chinh la viec chiing ta song trong the g id i vat ly va cho den gan day, hau het cac phuong tien giai t r i ciia chiing ta ciing van hanh nhu vay. The gidi do gay can t rd ldn trong nganh giai t r i ciia chiing ta.

SU KHO KHAN VE DIA LY

Khd khan doi vdi nganh ban le truyen thong la can phai t i m khach hang dia phuong. Mpt rap chieu phim thong thudng se khong cong chieu neu khong ban dupe i t nhat 1.500 ve trong 2 tuan. Do la chi ph i tra cho viec thue rap chieu. Mot ngan de dia ciia ciia hang bang dia thong thudng can ban dupe i t nhat la 4 dia CD/ nam de ton tai; do la chi phi thue gia de dia nhac. Dieu do ciing diing vol cac ciia hang cho thue DVD, games video, ciia hang ban sach, bao...

Trong moi trudng hpp, ngudi ban le se chi ban nhUng mat hang cd the dap Ung nhu cau de kiem lpi . Tuy nhien, chi co mpt so lupng han che khach hang cd the den ciia hang - trong ban ldnh khoang 20 k m doi vdi

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Cai duoi dai

mot rap chieu phim, khoang each ngan hon d6i vol ciia hang ban sach va tham chi ngan hon niia (khoang 2-4km) doi vol ciia hang cho thue bang hinh. Viec mpt bp p h i m tai lieu ldn thu hut dupe niia trieu khan gia t iem nang tren toan quoc la khong du; van de la can phai t inh co bao nhieu khan gia tai mien Bac Rockville, Maryland, hay bao nhieu khach hang ciia cac sieu th i d Walnut Creek, California se xem phim.

So lupng khach hang t iem nang phan tan tren toan quoc chua vupt qua dupe rao can dia ly de tiep can nganh giai t r i nay la rat Ion. V i du, bo phim The Triplets of Belleville, dupe de c i i giai Oscar cho ph im hoat hinh hay nhat nam 2004, chi dupe chieu d sau rap tren toan quoc. Mpt v i du khac dien hinh hon la ve su kho khan ciia dong ph im Bollywood d My. Moi nam, nganh cong nghiep ph im ciia A n Do san xuat hon 800 phim. Co khoang 1,7 trieu ngudi A n Do song tai My. Tuy nhien, bo p h i m di ing dau bang bang tieng Hind i co ten Lagaan: Ngay xua d An Do, chi dupe chieu of hai rap tai nude My. Hon t h i , do la mpt trong so i t ph im A n Dp dupe chieu tai My vao nam do. SU kho khan ve dia ly cd nghia la neu khan gia phan bo qua rai rac t h i cung dong nghia vol viec khong cd khan gia.

Mpt can t rd niia trong the gidi vat ly chinh la nhiing nguyen tac vat ly. Song phat thanh chi co the dupe phat di tu* mpt so tram phat, cap dong true chi cd the truyen mot so k i n h truyen hinh. Tat nhien, mpt ngay cung chi cd 24 tieng. Han die ldn ciia cong nghe truyen thong

la viec s i i dung hoang ph i nguon luc han che. Ket qua

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CAI DUOI DAI

la no phai tap trung vao so lupng khan gia ldn trong mot khu vuc dia ly nhat dinh va chi phat d i mpt phan noi dung chuong tr inh.

Trong the ky trudc, nganh giai t r i da dua ra mpt giai phap doi vdi nhvmg kho khan tren: chi tap trung vao cac an pham thu hut so lupng khan gia ldn. Ket qua la chi co cac tac pham hit tai cac nha hat, cac ciia hang, cac chuong tr inh phat thanh va tren truyen hinh. Dieu do khong phai la sai. Cac nha xa hpi hpc se noi vdi ban rang tam ly con ngudi luon hudng tori nhirng tac pham hit - rang hit la su k i t hdp gitia su phu hpp vdi so dong va each quang ba. Tat nhien, nhin tU gdc dp tich cue, cac tac pham hit xUng dang cd cho dung ciia chung: nhiing bai hat hay, nhung bp ph im hap dan, nhirng cuon sach loi cuon thudng thu hut so lUdng thinh gia ciing doc gia dong dao.

Tuy nhien, hau h i t chiing ta khong chi muon thudng thUc nhiing san pham hit. Thi hieu ciia tat ca mpi ngudi

khong han la nhung thU dang th inh hanh. Chiing ta cang kham pha su lua chpn khac, chung ta cang thay no th i i v j . That khong may la trong nhung thap nien gan day, nhirng lua chpn khac da b i loai ra ben le bdi nhirng phUdng tien quang cao ldn t i i n g von dupe cac nganh cong nghiep dat hang.

Kinh te hpc chay theo san pham hit se dupe t r inh bay sau hon d nhiing chuong t i i p theo. Do la su sang

tao ciia mpt ky nguyen ma d do, su khan hiem dien ra

d khap ndi: khong cd du cho de chUa tat ca dia CD,

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cai duoi dai

DVD va games dien tir; khong du man hinh de chieu tat ca cac bo ph im duoc san xuat; khong du kenh de truyen d i tat ca cac chuong t r inh truyen hinh; khong di i song phat thanh de choi tat ca am nhac duoc sang tac; khong du thoi gian trong mpt ngay de tieu thu tat ca nhirng thU tren.

Do la the gioi ciia su khan hiem. Gid day, vol dich vu ban le va phan phoi tren mang, chiing ta dang budc vao the gidi ciia sU du thUa. Su khac biet giUa hai the gidi tren that sau sac.

THI TRUONG KHONG GIOI HAN

De hieu hon the gidi ciia su du thUa, chung ta hay t rd lai vdi mang ban le am nhac true tuyen Rhapsody.

La mpt dich vu cung cap am nhac phai tra tien qua mang do cong ty RealNetworks sd hUu, Rhapsody hien

cung cap hon 4 trieu bai hat.

K h i nghien cUu bang thong ke hang thang ciia

Rhapsody, ban se thay mpt do th i dudng cau rat giong

vol dudng cau ciia bat cU ciia hang bang nhac nao

khac: nhu cau ldn doi vol nhirng bai hat th inh hanh,

giam nhanh doi vd i nhirng bai hat i t th inh hanh hon.

Sau day la bang bieu th i 25 nghin bai hat hit dupe tai

xuong tU trang mang Rhapsody thang 12/2005.

Dieu dau tien ban cd the nhan thay la phan ben trai

ciia dd th i chi cd so lupng bai hat rat i t . Dieu do khong

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CAI DUOI DAl

So bai hat tai xuong tir Rhapsody (vdi tong so bai hat tuong duong vdi so bai hat b£n tai Wal-Mart)

•<o

5,000 10,000 15,000

So bai hat (nghin) 20,000 25,000

ngac nhien. Do la cac bai hat hit. Neu ban la chu mpt ciia hang ban dia va co khong gian bay dia han che, ban tat nhien se t i m each ban nhirng dia gan dinh ciia do th i nhat.

Mac du co hang trieu bai hat du the loai trong catalog nhung h? thong ban le am nhac ldn nhat ciia My Wal-Mart chi lua chpn danh sach bai hat tupng doi gan vdi phan dau ciia do thi . Nhirng bai hat nay dupe chUa t rong 4.500 dia CD. Tren mang Rhapsody, 4.500 album hit chUa 25 nghin bai hat, dieu do ly giai tai sao toi diing phan ben phai ciia do th i d do. Dieu ban dang t i m kiem la danh sach ciia Wal-Mart, 200 album hit chiem 90% doanh so ban ra.

Tap trung vao cac an pham hit tat nhien la viec lam cd y nghia. Suy cho ciing, cac an pham nay chiem phan ldn th i trudng. NhUng bai hat thU 5 nghin hoac 10

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Lai duoi dai

nghin t r d len thudng co so yeu cau gan vdi 0. Vay tai sao chiing ta lai phai quan tam den nhirng ke thua cuoc d phia cuoi do thi?

Do chinh la each chiing ta nghien cuu thi trudng trong the ky trudc. Tat ca nhiing ngudi ban le deu cd gidi han k inh te va hp thudng bo qua mpt so mat hang de giu" lai nhirng mat hang ban chay. Trong nen van hda chay theo hit, ngudi ta thudng chi cham cham chii y den phan ben trai ciia do th i va co gang doan xem san pham nao se dUdc xep vao ben do.

Tuy nhien, chiing ta ciing thay doi each t u duy do. Sau mpt the ky chi chii y den phan trai, gid hay quay dau sang phan ben phai ciia do th i . Chang cd gi dang chii y, toi h ieu Khong cd gi d do, diing khong? Cac ban da sai ro i - hay xem ky hon. Gid th i ky hon nUa. Ban se thay hai dieu.

ThU nhat, do th i khong han tien gan den so 0. Chi cd ve nhu vay thoi bdi v i mpt dPn v i ciia true tung da dupe nen lai. De hieu rd hdn ve thi trudng ngach, chiing ta hay xem ky hon. Do th i tiep rue tU bai hat thU 25 nghin den bai 100 nghin. Toi da thay doi don v i do ciia true tung de do t h j tiep rue hien th i rd hon. Nhu cac ban da nhin thay, so lupng cac bai hat dupe tai xuong van rat ldn. 0" phan cuoi ciia do th j , van co 250 lan tai xuong cho m o i bai hat. Nhiing bai hat khong thuoc hit nay cd so lupng rat ldn, do do dong gdp dang ke vao doanh thu. Phan ben phai ciia do th i chay dpc theo tn ic hoanh chiem tdi 22 trieu lan tai/thang, tUc

gan mpt phan t u doanh thu ciia Rhapsody.

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CAl DUOI DAI

Tat nhien la moi chuyen chua dung lai d do. Hay xem gan hon va t i m tiep. Lan nay, xem phan cuoi cua Cai duoi: Vol bai hat thu" 100 nghin den 800 nghin, nhirng bai hat khong the t im thay of dau ngoai nhiing ciia hang bang dia chuyen nghiep.

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Cai duoi dai

Nhu cac ban da nhin thay, do t h j van chua cham so 0. Tren thuc te, khu vuc nay ciia do th i co 16 trieu lan tai xuong, tUc 15% doanh thu ciia Rhapsody. Moi bai hat chi chiem thi phan rat nho, nhung co qua nhieu bai hat, do do tao thanh th i trudng ldn. Nam 2005, Rhapsody chi cd 1,5 trieu bai hat. Hien gid con so nay la 4 tr ieu (Hien cd hon 9 trieu bai hat duoc trao dd'i qua h inh thUc peer-to-peer).

Dieu dang chu y la hau nhu tat ca cac bai hat deu duoc mua. Theo quan diem ciia mot ciia hang nhu Wal-Mart, so luong cac bai hat dung lai d con so 60 nghin. Tuy nhien, doi vdi mQt nha ban le tren mang nhu Rhapsody, th i trudng nay dudng nhu khong cd gidi han. Khong chi cac bai hat nam trong so 60 nghin dau tien ciia Rhapsody duoc tai xuong i t nhat mot lan trong thang ma ca cac bai hat trong so 100 nghin, 200 nghin, 400 nghin, 600 nghin, 900 nghin va horn nUa. Ngay kh i Rhapsody bo sung them bai hat t h i ngay lap tUc nhung bai hat nay dupe tai xuong, cd kh i chi vai ngudi moi thang va ho den tU mot noi nao do tren the gidi.

Do chinh la Cai duoi dai.

TU day, ban cd the t i m dupe bat cU thU gi dudi dang Cai duoi ddl Cd nhirng catalog, album tU lau dupe nhiing ngudi ham md yeu thich hay dupe t i m thay bdl nhi ihg khach hang mdi . Cd nhi ing bai hat dupe phat true tiep, dupe thu lai, phoi kh i lai... Cd hang nghin thi trudng ngach, hang loat the loai ciia the loai ciia the loai (hay tudng tupng mpt ciia hang Tower Records chuyen ban dta ciia cac ban nhac de kieu tdc giong

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CAl DUOI DAI

nhting nam 1980, hay nhac giai tri). Co ca ban nhac nude ngoai, trudc day khong the mua dupe dia a i a hp v l chi phi nhap khau, va nhimg ban nhac khong ten tuoi hay nhiing thuong hieu tham chi i t ten tuoi hon - nhieu thuong hieu khong the len chan vao ciia hang Tower.

Diing la co nhieu bai hat khong hay trong Cai duoi dai. Tuy nhien, ciing co khong i t bai hat do" trong nhung album dupe coi la hit. Ngudi nghe thuong bo qua nhirng bai hat nay khi bat dia CD, cung nhu khong de y den chiing kh i nghe tren mang ma chi tap trung vao nhirng bai hat ma hp thich (v6i su gCi y ciia ngudi nghe tren mang). Do do, khong giong nhu cac dia CD - vdi chi ph i cho cac bai hat do" co the chiem 1/12 gia thanh album la 15 ddla, tat ca cac bai hat khong hay tren mang dupe luu trU cung nhau va khong gay anh hudng gi den cac bai hat dupe lua chpn tuy theo sd thich ciia moi ngudi.

Dieu thuc su gay ngac nhien ve Cai duoi dai chinh la quy mo ciia no. 6" day, neu ban biet khai thac nhung thi trWcfng ngach th i tong hop chiing lai, ban cd the dat dude doanh so sanh ngang vdi t h i t rudng san pham hit. Hay lay sach lam v i du. Mpt ciia hang sach ldn trong he thong Barnes&Noble trung binh cd khoang 100 nghin dau sach. Tuy nhien, khoang mpt phan t u doanh so ban ra ciia cong ty tren mang Amazon la cac loai sach ngoai danh muc tren. Hay xem tac dong ciia viec nay: So lieu thong ke ciia Amazon cho thay th i trudng sach nhdnh chiem tdi mpt phan ba td'ng th i trudng sach. Dang chu y la t h j trudng nay dang tang

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Cai duoi dai

len. Neu x u the tang trudng nay tiep rue, th i trudng sach t iem nang se gap n i d i th i trudng sach hien nay, chi vol mpt dieu kien la chung ta vtfpt. qua dupe nhiing kho khan ciia k inh te hoc khan niem. Kevin Laws, nha t u ban mao niem, dong thoi trudc day tUng la nha t u van ve am nhac cho rang: "Loi nhuan ldn nhat nam d nhiing mat hang cd doanh so nho nhat".

Dieu nay diing doi vol cac th i trudng Cai duoi dai khac ma chung ta vUa nghien cUu:

Thj truong mdi cua c&c skn phim ma ban chi co thi tim tren mang

Nhung san phim khc-ng ducc ban tai cac cua hang ban 16 thdng thi/cng

DO l$u tCrcac c6ng ty va ucts lut?ng <H)c $p; thang Ba 2008

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CAl DUOI DAI

Hien nay, nhirng doanh nghiep thanh cong nhat dang khai thac toi da th i trudng Cai duoi dai theo each nay hay each khac. V i du, Google co doanh thu phan ldn khong phai t i i nhirng nha quang cao 1cm, ma nr nhung nha san xuat nho (Cai duoi dai quang cao). eBay cung khai thac th i trudng nay - cac san pham ngach nhu dtd hay gay choi golf cu. Bang each vupt qua gidi han ciia dia ly va quy md, nhiing cong ty nhu tren khong chi md rdng duoc thi trudng da cd, ma con kham pha them nhung thi trudng ngach hoan toan mdi. Hern the, nhung thi trudng mdi khong nam trong tam vol ciia cac nha ban le don thuan lai cd doanh thu ldn hon rat nhieu so vol ky vong - va ngay cang ldn hon.

Tren thuc te, khi cac cong ty nay cung cap ngay cang nhieu san pham (don gian la v i ho cd the lam duoc dieu do), hQ phat hien ra rang cau thuc te se tang theo kha nang cung cap. Viec cd them nhieu su lua chon da giup giai phong nhu cau. Chiing ta chua xac dinh dupe nhu cau do xuat phat tU nhiing san pham ngach hay mdi phat sinh. Dieu chiing ta biet chac chan la vdi cac cong ty co day du so Ueu thong ke - nhu Netflix, Amazon, Rhapsody - doanh so ban ra ciia cac san pham khong co trong cac ciia hang thong thudng chiem tU mOt phan t u den gan mpt phan hai td'ng doanh thu - va ty le do tang len moi n a m Noi each khac, phan th i trudng t&ng trudng nhanh nhat khong phai la t h i trudng truyen thong duoc cat trong cac kho chUa hang truyen thong.

Nhiing doanh nghiep cd kho chUa hang vd t | n tren da hoc dupe mpt each cd hieu qua bai hpc trong phep

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Cai duoi dai

toan moi : mot so lifting rat, rat ldn (san pham ciia Cai duoi) nhan vdi mot so tifctng doi be (doanh so ban ra ciia mot san pham) se cho tong doanh thu rat, rat ldn. Dang chu y la so lupng rat, rat ldn do dang tiep Uic tang len.

Dieu dang chu y nUa la viec ban hang tr ieu san pham ngach do van mang lai hieu qua kinh te. Viec khong phai tra chi ph i lvru kho - trong trudng hop cac dich vu so nhu ciia iTunes, khong phai tra chi ph i san xuat hay chi phai tra chi ph i giao hang khong dang ke - mpt san pham ngach dupe ban ra mang lai hieu qua nhu mpt san pham hit. Lan dau tien trong lich sU, viec san xuat nhirng san pham hitvk san pham ngach cd cung chi p h i san xuat v i ca hai loai san pham do deu la cac t hu muc dupe luu trU trong co sd dU Ueu luon san sang dap Ung nhu cau va co ciing gia t r i . Dpt nhien, so lupng khong con quyet dinh den lpi nhuan. Mpt nen van hda va thuong mai mdi se la:

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CAI DUOI DAI

Sir pho bien cua am nhac tren mang (Tai Rhapsody, thang 12-2005)

0 25,000 50,000 100,000 900,000 Ten bai hat xe'p theo sir pho bien

s 6 D 6 N G T I E M A N

Co mpt each de thay su khac biet ve sU han che trong lua chpn ciia qua k h i i va su phong phi i ciia hien tai la so sanh giiia cac hon dao trong dai duong va toan bp dai duong menh mong. Co nhirng hon dao am nhac gom cac dia hat hit, hon dao di?n anh vcri cac bp phim bom tan, quan dao cac chuong t r inh truyen hinh an khach...

Chiing ta hay nghi ve duong nude ranh gidi gitfa cac hon dao va dai duong nhu nhirng han che ve mat kinh te doi vdi rung loai hang hda, nghia la lupng ban ra

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Cai duoi dai

can thiet de dap ung cac kenh phan phoi. Nhirng hon dao dai dien cho nhung san pham dai chung phia tren dudng ranh gidi, do do mang lai lo i nhuan d i i de dua vao kenh phan phoi vol so luong han che ve kho chUa hang hda doi vol hau het ngudi ban le. Hay nhin ra phia chan trdi, ta se thay dinh cua cac hon dao noi len tren mat nude dai dien cho cac mat hang co so lupng khach mua dong dao nhat.

Tuy nhien, nhirng hdn dao do chi la phan nho len cua nhiing ngpn nui chim dudl nude. Vdi viec chi phi phan phoi giam xuong, giong nhu muc nude d dai duong ha xuong, bong nhien nhirng gi trudc day tiem an dupe 16 ra. Chua het, phan phia dudl dudng ranh gidi nude ldn hon rat, rat nhieu so vol nhirng gi 16 tren mat nude. Nhirng gi chiing ta dang chiing kien la viec cac nha ban le tren mang t im each gia tang cao hieu qua kinh te ciia phan qua m i i trudc kia van chim trong nude.

Hon 99% so lupng album tren th i t rudng hien nay

khong dupe bay ban tai he thong Wal-Mart. Trong so hon 200 nghin phim, chuong t r inh truyen hinh, ph im tai Ueu va bang hinh dupe cong chieu thuong mai, chi

cd t rung b inh 3 nghin ph im t rd thanh ph im bom tan.

Dieu nay ciing dung doi vdi bat ky nha ban le nao, vdi bat ky san pham nao, tU sach cho den dung cu

nha bep. Phan ldn cac san pham khong dupe bay ban

tai ciia hang gan nha ban. Dung la k inh te hpc khan

n iem truyen thong chay theo hit da lam giam dang

ke su lUa chpn.

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CAl DUOI DAI

Khi chiing ta co the giam dang ke chi phi ket noi cau va cung, chiing ta se tao ra sU thay doi, khong chi ve nhirng con so ma toan bo ban chat ciia th i trudng. Day khong dan thuan la sir thay doi ve lUcfng, md cd sU thay doi ve chat. Viec cung cap cho khach hang nhirng san pham trudc day chua he co se giup giai phong nhu cau tiem an doi vol cac san pham nay. Tiep do, kh i nhu cau tang len doi vol cac mat hang nhdnh, se ngay cang co nhieu mat hang dupe cung cap. MQi viec ci i the dien ra, tao nen mpt dudng cong lam thay doi toan bp nganh cong nghiep - va ca van hda - trong nhirng thap nien tiep theo.

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2

S I / H U N G T H I N H V A S U Y V O N G

C U A S A N P H A M HIT

VAN HOA CTJC B0 LA NGOAI L$, KHONG PHAI LA LUAT Lfi

Tnldc Cach mang cong nghiep, da so cac nen van hoa mang t inh chat dia phuong. Nen k inh te dua vao ndng nghiep, dan cu phan phoi theo dat canh tac, va khoang each dia ly chia cat cac dan toe. Van hoa b i chia nho, tao nen moi thU tU giong noi dia phuong den am nhac dan gian. Viec thieu he thong giao thong va truyen thong toe do cao da han che qua tr inh giao thoa van hoa cung nhu truyen ba cac xu hudng va t u tudng mdi. Do la thdi ky sd khai ciia van hoa ngach va la thdi ky b i chi phoi bd i dia ly hdn la su tudng dong.

Tac dong ciia van hda vdi mo i vung khong giong nhau v i cd qua i t phUdng tien truyen tai van hda dai chiing. Ngoai su lan truyen ciia mot so vd kich va mot

so luong nho sach van hoc, hau het van hda khong lan

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CAI BUOI DAI

nhanh hon su di chuyen ciia con ngudi. Co mot ly do giai thich viec Nha thd t rd thanh noi quy tu van hoa dai chiing tai cac nude phuong Tay la noi nay cd co sd ha tang phan pho i tot va nhd ky thuat i n ciia Gutenberg - Kinh thanh da t rd thanh phuong tien truyen ba cong cong rpng rai nhat.

Nhung vao dau the ky 19, ky nguyen ciia cong nghiep hien dai va su phat trien ciia he thong dudng sat da tao ra lan song do th i hda rpng khap va su ldn manh ciia cac dai do thi d chau Au. Su! giao thoa thuong mai va giao thong da tao co hpi cho con ngudi hda nhap vdi nhau d mUc dp chua tung cd, tao ra nguon luc manh ve mpt nen van hda mdi. Tat ca nhung gi can thiet la mpt phuong tien truyen thong de chap canh cho su phat trien nay.

Vao niia cuoi the ky 19, mpt so ky thuat mdi xuat hien da ciing co them cho su phat trien nay. Th i i nhat, ky thuat in dupe nang len dang ke va t rd thanh xu the chii dao. Th i i hai, ky thuat "nia anh" lam cho viec chup anh t rd nen pho bien. Cuoi ciing, vao nam 1877, Edison phat minh ra may quay dia. Nhiing ky thuat mdi nay tao ra mpt lan song truyen ba van hda dai chiing dau tien, dupe truyen tai qua cac phuong tien truyen thong nhu bao va tap chi cd hinh minh hoa, tieu thuyet, dia hat, so' tay chinh t r i , bUu thiep, thiep chuc mung, sach

cho tre em, va cac danh muc thuong pham khac.

Ben canh viec pho' bien t in tUc, bao chi ciing gop phan truyen ba cac mau thdi trang theo phong each

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Su hung thjnh va suy vong cua san pham hit

thanh th i md i nhat ciia New York, London va Paris d i khap noi. Them vao do, dau the ky 20, Edison lai tao ra mot th i trudng rpng ldn khac ve di?n arm, cung cap cho cac nghe si san khau mpt hinh thUc ghi hinh mdi, co the dupe "tr inh chieu" d nhieu thanh pho ciing mpt liic, vd i mpt lupng khan gia ldn hon.

Chiing ta la nhung sinh vat song theo cong dong, chiu anh hudng ldn t i l nhirng gi ngudi khac lam. Va gid day, vdi su ra ddi ciia ph im anh, da xuat hien mot hinh thUc truyen thong khong chi cho chiing ta thay canh ngudi khac dang lam gi, ma con cd site hap dan ldn td i mUc khd cd the cudng lai doi vdi cong chiing... Do la buoi b inh minh ciia thdi dai nhung ngudi noi tieng1.

Nhiing hinh thUc truyen tai van hda day sUc thuyet phuc nay cd tac dung gan ket con ngudi, vupt qua khong gian va thdi gian, tao nen mpt xa hpi cd t inh dong bp. i i n dau tien trong lich sii, chiing ta chac chan rang hang xdm ciia chiing ta dpc nhung t i n trie ma chiing ta cung dpc tren bao vao moi bud'i sang, va ciing thudng thUc mpt loai am nhac va dien anh, dieu do ciing dung vdi tat ca mp i ngudi tren toan quoc.

SU phat tr ien manh me ciia ky thuat truyen thong dai chiing khong han dupe hoan nghenh tren toan the gidi . Nam 1936, nha triet hpc theo chii nghia Mac, Walter Benjamin, da bay to mo i lo ngai doi vdi nguy

co mat dan "t inh hoa ciia con ngudi" (nghe thuat sieu

1 Nguyen ban tieng Anh: Celebrity age.

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CAl DUOI DAI

viet) trong thdi dai san xuat bang may mdc nay. Ong nhan manh cac v i du ve ph im anh, cung vdi hinh thUc am nhac ghi am thay v i bieu dien: Ong lo ngai "hinh thUc tai san xuat nghe thuat bang may mdc cd the lam thay doi thai do ciia cong chiing doi vdi nghe thuat. Thai do bao th i i doi vdi tranh ve ciia hoa si Picasso lai t rd thanh phan l ing tien bo doi vol ph im ciia vua he Sacld... Tac pham tam thudng dupe don nhan khong phe phan trong khi tac pham nghe thuat lai b i chi trich day ac cam."1

Nhung ong chua thay duoc het ban chat ciia sU viec. SU bung no' tiep theo ciia truyen thanh va truyen hinh cuoi ciing da lam thay dd'i hoan toan cuoc choi. SUc manh ciia song dien tU the hien d kha nang truyen tai thong t in mien phi d i moi hudng can thiet, mot dac uhh gay siing sot ngay tU lan dau tien chiing duoc tung ra, giong nhu suxuat hien ciia mang Internet 50 nam sau. Kha nang tiep can tat ca moi ngudi vdi mUc chi phi thap ciia mot chuong t r inh phat thanh trong vong ban ldnh hang chuc dam hap dan den mUc dai phat thanh

RCA da quyet dinh san xuat may dai phat thanh tU dau nhung nam 1920 vdi mUc t rd cap nhat dinh de lam tang

so ngudi si i dung dai thu chUdng t r inh ciia RCA.

1 6 defy cd le Walter Benjamin muon dtfa ra su ttftmg phan trong thai dO vol san pham van hoa khac nhau, tuy khong han da chinh xac trong truotig hop phim ciia vua he Saclo, tut danh hai Charlie Chaplin.

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Su hung thjnh va suy vong cua san pham hit

Tuy nhien cac dai phat thanh dia phuong va khu vuc van chi de phuc vu cac khan gia tai dia phuong va khu vuc do. Doi vo l cac nha quang cao, so lupng khan gia nay chua du 1cm. De phu song toan quoc, can phai co mot cong nghe khac. Nam 1922, bp phan dieu hanh tai dia phuong ciia cong ty Bell va bp phan dudng dai ciia cong ty AT&T da phat minh ra ky thuat truyen tai giong noi va am thanh qua mang dien thoai dudng dai. Dai phat thanh WEAF ciia New York, trong thU nghiem ky thuat m d i nay, da tap hpp thanh mpt l ich phat thanh thudng xuyen va sang tao ra mpt so h inh thUc truyen thong dau tien cd ket hpp vdi su ho t rp hay tai t rp mang t i nh thuong mai. Cac chuong t r inh nay dupe phan p h o i l a i cho cac dai phat thanh ngoai thanh pho New York qua dien thoai dudng dai. Ke hoach do da ngay lap tUc thanh cong va tao ra nhUng m o i hen ket ho t rp lan nhau vdi cac dai phat thanh khac, t ruyen tai t ren toan quoc nhirng thong t i n the thao hay su kien chinh t r i von xua nay chi dupe phat song tai dia phuong.

Do la su khd l dau ciia h inh thUc dupe biet den vdi la "mang ludi" phat thanh hay "chuoi mat xich" phat thanh. Do cung la giai doan dau ciia mpt nen van hda toan quoc, tudng ung vol doan hoa am ba not ciia dai phat thanh NBC, ban dau la mpt he thong t i n hi£u di ing cho cac ky su mang, dupe chuyen de dua t in va

giai t r i .

Trong giai doan t i i 1935 den nhung nam 1950, thdi dai hoang k i m ciia Truyen thanh da gdp phan vao su

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CAI DUOI DAI

xuat hien rihieu ngoi sao noi tieng tren toan quoc, tOf Edward R. Murrow cho den Bing Crosby. Sau do, truyen hinh ke tuc thanh cong ciia truyen thanh, cham dut thdi ky van hoa manh miin, cue bp. Den nam 1954, co den 74% ho gia dinh theo doi bo ph im Toi yeu Lucy vao moi to i Chii nhat.

Thoi dai hoang k i m ciia Truyen hinh danh dau dinh cao ciia cai goi la hieu itng tan nhiet, thuat ngi i chi nhirng 161 ban tan trong cac van phong ve mot su kien van hoa dai chiing. Vao nhiing nam 1950, 1960, hau het moi ngudi trong ciing mot co quan da xem ciing chuong t r inh truyen hinh vao to i hdm trudc. Da so cong chiing ning xem phat thanh vien Walter Cronkite doc t i n tUc bud'i toi , va sau do chuyen sang xem cac chuong t r inh truyen hinh hit trong ciing buoi toi nhu: Nhac dan gian Beverly, Khoi sung, hay Chtfctng trinh cua Andy Griffith.

Trong suot thap nien 80, 90 va tham chi ca trong the ky 21, truyen hinh tiep tuc la phuong tien truyen thong cong cong quan trong d My. Thdi diem sii dung nude cao nhat thudng dupe do vao gid nghi giUa hiep th i dau ciia tran chung ket bong chay Super Bowl 1 . Ky luc si i dung mang dien thoai dupe do kh i khan gia gpi dien b inh chpn t rong chuong t r i n h American Idol (Than twang Am nhac My) dau tien. Hang nam, doanh thu quang cao tren truyen hinh deu xac lap ky luc mdi

1 Day la khoang thdi gian ma hau het moi nguoi of trong nha de xem tran dau bong chay.

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Su hung thjnh va suy vong cua san pham hit

do cac cong ty chi tieu ngay cang nhieu cho chuong t r inh quang cao tren vo tuyen vao gid cao diem. Chinh truyen h inh da dinh hinh mpt trao luu chinh. Gid cao diem cd the khong phai la khoang thdi gian doc nhat, nhung do la khoang thdi gian cd y nghia duy nhat.

Tuy nhien, vao cuoi thap nien 90, mac du nhUng mang ludi t r u y i n thong van gat hai dupe nhieu thanh cong ve doanh thu, nen tang van hda da cd sU thay doi ngam. NhUng ran nUt dau tien xuat hien tai hnh vuc ma gidi tre thudng nd'i loan: do la am nhac.

Mac du con ngudi thudng thUc am nhac trong giai doan dau qua nhirng chiec may quay dia hat, nhung phai den thdi ky dai phat thanh dUdc si i dung pho bien th i nhirng than tupng nhac nhe moi dupe tao ra. Trong thap nien 40 va 50, Chuong trinh Your Hit Parade dupe co dinh phat song vao cac to i Chii nhat, t u tao cho no h inh anh n h u "mpt bang xep hang chinh xac, dang t i n cay ve th i hieu am nhac ciia cong chiing My". TU do, sU xuat hien ciia dong nhac Rock and Roll va R&B da thu hut ngay cang nhieu gidi tre; danh sach cac bai hat theo sd thich ca nhan va DJ nd'i tieng ciia song phat thanh cung phat t r ien khong ngUng. Trong thap n i e n 1950, A l a n Freed va M u r r a y "the K" Kaufman da gop phan bien dai phat thanh thanh loai may dupe u u thich nhat chua tung cd tren the gidi.

SU th inh hanh ciia dai phat thanh dat den hit k h i chudng t r i nh American Top 40 ra ddi, mpt chuomg t r inh phat song hang tuan do ca si Casey Kasem khdl xudng vao nam 1970. ChUdng t r inh nay dai 3 gid dong

63

CAl BUOI DAI

ho, gioi thieu 40 bai hat diing dau trong bang xep hang 100 bai hat dia don hit ciia Billboard theo th i i t u t i i duoi len. Den dau nhiing nam 1980, thdi luong chuong t r inh duoc nang len 4 gid dong ho va khan gia cd the thudng thUc chuong t r inh vao Chii nhat hang tuan tU 500 dai phat thanh tren toan nude My. Doi vol the he tre ldn len trong thap nien 70 va 80, day la t in hieu chuyen tai van hoa dai chiing. Hang tuan, hang trieu ngudi trong so hp ciing hda minh vao chuong tr inh vol nhieu ngudi khac tren khap dat nude, cung theo doi ban nhac nao duoc len hang va xuong hang trong danh sach cac bai hat hit ma cac dia nhac ciia no ban chay den mUc khong b i ton dpng tren ke dia ciia cac ciia hang ban bang dia.

SU KET THUC CUA THCfl D A I CAC CHUONG T R I N H HIT

Budc vao the ky 21, nganh am nhac - co may san xuat cac bai hat hit - da phat trien bung no. Su thanh cong vang dpi ve 2 doanh thu ciia cac ca si tre tuoi -tU Britney Spears den nhom Backstreet Boys - cho thay viec Icinh doanh da len Idi vao nhip song van hda ciia gidi tre My. Cac hang cd ten tuoi dS gdp phan hoan thien qua t r inh san xuat nhiing nhac pham noi tieng cd doanh thu khd'ng lo, va nay cac bp phan tiep t h j ciia hp cd the du doan va tao ra san pham dap Ung th i hieu cong chiing vdi dp chinh xac cao.

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Su hung thjnh va suy vong cua san pham hit

Ngay 21 thang 3 nam 2000, Hang Jive Records da chiing minh thuc te tren k h i tung ra dia nhac thU hai cua *NSYNC mang ten No Strings Attached, day la dia nhac mdi va hay nhat cua ban nhac. Ban nhac *NSYNC da turng thu duoc nhung thanh cong khi hop tac vol mot hang ldn hon, BMG, nhung theo su t u van ciia cac co van tiep thi, ban nhac da chuyen sang hop tac vdi hang Jive thien ve nhac dong que de thu hut nhieu hon nUa su m i n md ciia cong chung binh dan (va lam thay doi hinh anh cd ve dang lui tan ciia ban nhac). Su thay dd'i nay da phat huy tac dung. Dia nhac mdi do ban dupe 2,4 trieu ban ngay trong tuan phat hanh dau tien va t rd thanh dia nhac ban chay va nhanh nhat tU trudc tdi nay. No dung dau bang xep hang trong tam tuan lien va t inh den cudi nam da ban duoc hon 11 trieu ban.

Nganh am nhac ciing pha vd quy luat k inh doanh. Ho da t i m ra nhUng phuong phap khac nhau de san xuat cac bai hat hit, va k h i nhin lai, phuong phap nay cd ve rat kha thi : quang cao h inh anh nhirng dan ong tre khoe de thu hi i t cac cd gai. Bi quyet tao ra ca si Elvis th i nay cung cd the duoc ap dung vol quy md cong nghiep. Do chinh la chuan b i ky ve ngoai hinh va hinh anh ciia ca si noi tieng trudc cong chiing. Con ban than am nhac khong phai la van de chinh. A m nhac duoc thue lam ben ngoai bdl mQt nhom nhac si chuyen nghiep (cd khoang 52 ngudi da tham gia san xuat dia nhac No Strings Attached).

Cac hang noi tieng cd ly do de t u t i n k h i dau t u cho ca si. Ngudi ham mo lu ludt keo den cac ciia hang.

65

CAl DUOI DAI

Trong giai doan tU 1990 den 2000, so lupng cac dia nhac ban ra tang gap doi, mpt ty 1? tang trudng nhanh nhat trong l ich sut cua nganh am nhac. Nganh am nhac chi thua nganh dien anh trong tat ca cac nganh

giai t r i .

Tuy nhien, ngay kh i *NSYNC dang vui mung vi ban dupe rat nhieu dia nhac, t h i n M n g thay doi can ban lai am tham dien ra. Chi so chiing khoan Nasdaq da sut giam mpt tuan trudc khi dia nhac dupe tung ra thi trudng, va tiep rue giam dang ke cho den het nam khi bong bong dot.com tan vd. Khong mpt dia nhac nao khac dat dupe hit ban chay vao nam do va tong so dia nhac ban ra cung giam. Do la lan giam thU ba trong vong hai thap nien.

Trong nhung nam tiep theo, ngay ca khi nen kinh te phuc hoi, viec kinh doanh trong nganh am nhac van t r i tr?. Mpt su thay doi mang t inh nem tang co ban da

thay dd'i tU nam 2000. Td'ng doanh so ban ra giam 2,5% trong nam 2001, 6,8% nam 2002, va van tiep tuc giam.

Den cuoi nam 2005, (giam them 7%), td'ng doanh so dia nhac ban ra d My da giam hon mpt phan t u so vdi

thdi ky dinh cao. Trong vong 5 nam tU 1996-2000 da xuat hien 20 trong td'ng so 100 dia nhac hit ciia mpi

thdi dai. Nhung trong 5 nam tiep theo chi xuat hien

hai bai hat dupe danh gia la bai hat ciia mpi thdi dai,

do la Speakerboxxx/The Love Blow ciia OutKat va Come Away with Me ciia Norah Jone - xep thU 92 va 95 trong

bang xep hang nay.

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Sy hung thjnh va suy vong cua san pham hit

Theo nhirng con so tren, co the thay ky luc ban chay trong tuan dau tien ciia *NSYNC se khong bao gid b i pha vol. Hay ftfdng tUOng neu ban nhac cua cac chang trai nay dupe ghi danh trong lich si i khong phai v i da san sinh ra ca si Justin Timberlake ma con v i da dat dUOc dinh cao trong thdi dai bong bong cac bai hat hit, san pham cuoi ciing ciia dong nhac nhe sU dung co may tigp th i t inh xao de dat dUOc hieu qua toi Uu, trudc kh i co may chdn rang va b i hong.

Do th i dudi day md ta doanh so ban ra ciia tat ca cac dia nhac hit tit nam 1958: dia vang (hon 500 nghin dia dupe ban), dia bach k i m (tU 1-2 trieu dia dupe ban), dia da bach k i m (tU 2-10 trieu dia dupe ban) va dia k i m cUOng (tren 10 tr ieu dia dupe ban).

Cac album hit (vang, bach kim, da bach kim, kim cuang)

Trong giai doan tU 2001 den 2007, td'ng doanh so ban ra ciia nganh am nhac giam mpt phan tu . Trong do, so lupng cac dia nhac hit giam hPn 60%. Vao nam 2000, nam dia nhac dUng dau - gom ca dia nhac hit

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CAI DUOI DAl

cua Britney Spears cho den dia nhac cua Eminem - ban duoc tong cong 38 trieu ban. Nam 2005, so lupng nam dia nhac diing dau ban dupe chi bang mpt niia con so tren, dat 19,7 trieu ban. Noi each khac, neu nganh am nhac dang chiu thiet hai, th i viec san xuat cac dia nhac hit con chiu thiet hai nhieu hdn. Ngudi tieu diing dang chuyen sang cac dong nhac thU yeu, gom hang nghin loai nho. It nhat, doi voi am nhac, dieu nay giong nhu su ket thuc mpt thdi ky hoang k i m ciia cac san pham hit.

AI DANH GUC CAC DIA NHAC HIT?

Dieu gi da khien cho mpt the he khach hang ciia nganh am nhac - nhUng ngudi ham mo d dp tuoi thanh thieu nien - tU bd cac gian hang ban dia nhac hit? Cau tra Idi chi don gian la do "an cap ban quyen": tac dong cong hudng ciia dich vu chia se dU lieu Napster va viec trao dd'i dU lieu tren mang, ciing nhu viec sao chep va buon ban dia CD da thuc day su ra ddi ciia hoat dong k inh doanh ngam ve am nhac, bat ke mpt bai hat nao, vao bat ky thdi gian nao. Can phai ndi mpt chut ve van dk nay. Mac du cac vu kien trong l inh vuc am nhac nhieu den mUc khong dem xue song h£ thong trao dd'i dU lieu peer-to-peer tiep tuc phat trien, vdi hon 10 trieu ngudi s i i dung may tinh, hp chia se cac dU lieu am nhac vdi nhau hang ngay.

Tuy nhien, cho du cong nghe da chap canh cho th j

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Sy hung thjnh va suy vong cua san pham hit

hieu ciia khach hang th i ciing khong co nghia la ngudi ham mo dupe phep s i i dung am nhac ma khong phai tra tien. Cong nghe cung cung cap cho khach hang mot sU lua chon phong phu chUa tiing co ve cac the loai nhac. He thong mang trao doi dU lieu co uu the hon bat cU mot ciia hang bang dia nhac nao. Do do, ngudi ham mo da lUa chpn he thong mang nay. Ngay nay, ngudi nghe khong chi tU bo thoi quen mua nhieu dia nhac CD, ma ho cung mat luon ham muon suu tap cac dia nhac hit, dieu trudc day cd the khien ho phai lao den ciia hang ban dia vao ngay phat hanh. Do co the de dang lua chon mot ban nhac nam hay t i m kiem nhirng bai hat mdi, ngay cang nhieu ngudi chon each kham pha bai hat qua he thdng mang va ho thoa man vol nhiing gi t i m duoc.

He thong trao doi dU Ueu peer-to-peer pho b i i n den mUc mot cong viec phu da phat trien kem theo. Di dau la trang web BigChampagne, mot trang luu t r i i tat ca cac dU lieu dUdc chia se qua cac dich vu trao doi peer-to-peer. Qua cac so Ueu ciia trang web nay, cd the thay th i hieu ngudi nghe dang chuyen tU cac nhac pham hit sang cac san pham ngach.

Ngay nay, ngudi ham mo dang trao doi vol nhau hon 9 trieu bai hat, hau het la cac bai hat khong nam trong Bang xep hang BillBoard Hot 100 (mot t ram bai hat duoc Ua thich nhat). Mot h inh thUc thudng thUc am nhac cap thap md i cung dang th inh hanh, do la nhac "mashups" (lien khuc) va mot so the loai nhac dupe t r inh bay tren nen chip 8-bit tung dupe s i i dung trong

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CAI BUOI DAl

may video games Nintendo. Ngoai ra, rat nhieu loai nhac rock da lam nen nhirng buoi t r inh d i i n an tuong nhung khong xuat hien tren song phat thanh. Dang chu y, cac ban nhac nam khong han duoc nhieu nguoi ua thich.

Su noi len ciia cac mang ludi trao doi dU lieu khong phai la su thay doi budc ngoat duy nhat ve van hoa. Nam 2001, hang Apple da tung ra chiec may nghe nhac iPod dau tien, mot san pham nghe nhac MP3 mau trang, mau ma don gian vdi chieu dai 10cm, rpng khoang 6cm va day chi cd 2,5cm. Do khong phai la may nghe nhac MP3 dau tien tren th i trudng, nhung vdi thiet ke trang nha, cue ky gian di, va vdi chien dich tiep th i hieu qua cao ciia hang Apple, chiec iPod da trd

thanh vat dung ky thuat so cam tay diing de nghe nhac khong the thieu ciia nhieu ngudi. Khi moi ngudi thdi khong diing may nghe nhac walkman va discman, chiec iPod mau trang cd day nghe da nhanh chong pho

bien khap noi va t rd thanh h inh tuong van hoa mdi.

Dieu dang ndi nhat ve chiec iPod nay chinh la bo nhd ciia no vdi dung luong len den 60GB (giga-byte). Chiec

iPod cho phep ngudi sir dung dem di khap noi ca mot

t hu vien am nhac, len den 10 nghin bai hat, tuong duong vdi mpt cUa hang bang dia nhac loai nhd. Vai

nam sau, chiec may iPod t rd thanh mpt cong cu ghi

nhac ca nhan ciia hang trieu ngudi, dong hanh vdi hp

khi di dao pho, kh i lam viec hay kh i d tren cac phUdng

tien giao thong cong cong.

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Sy hung thjnh va suy vong cua san pham hit

Tuy nhien, viec ghi day nhac vao chiec iPod vdi cac bai hat se tdn hang nghin ddla. So vdi su mien phi th i iPod la mot cai gia cat cd' dang k inh ngac. Chiec may nghe nhac t u chon trong nha jukebox diing de tai mien phi cac bai hat ky thuat so tU Internet xuong may t inh da t rd thanh chiec may hap d i n khong kem chiec iPod. Viec truyen ba, i n sao dia, va buon ban dia CD cung tuong t i t nhu vay, giong nhu chien dich quang cao noi tieng ciia Apple da de cap. Mang ludi trao dd'i di2 lieu peer-to-peer phat trien bi ing no', ngay cang pho bien rpng rai nhd vao cac bp suu tap bai hat ciia hang trieu ngudi sir dung. K§t qua la: nhieu hien w p n g sao chep, suu tap va an cap ban q u y i n ngay cang lan rpng - gap hang t ram lan so vol so lupng bang dia ciia bat ky mpt ciia hang nao, va ve co ban, tat ca bai hat do deu san cd trong bat ky may t inh xach tay ciia ai do.

Tat nhien, cac phuong phap ghi nhac mang t inh dot pha nay ciing tao ra nhUng each thUc hoan toan mdi trong viec kham pha am nhac mdi . Neu viec sao chep dia CD va trao doi am nhac giUa nhiing ngudi ban la "each tiep th i lan truyen" va manh nhat theo kieu nay (truyen tU ngudi nay sang ngudi khac), th i viec chia se cac danh sach bai hat la h inh thUc truyen ba vol quy md cong nghiep. Tham chi con cd ca djch vu gpi y nghe nhac n h u trang web Pandora va hang t ram dai phat thanh va mang k inh doanh tren Internet, khong nhiing giup ngudi ham mp biet den nhUng nghe si i t ten tuoi nhat, ma con doan biet t h j hieu nghe nhac ciia cac ca nhan vol dp chinh xac ngay cang cao.

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CAI DUOI DAI

Dieu gi se xay ra neu co den 400 bang xep hang Top 40, moi bang xep hang la mot loai nhac khac nhau. Hay co den 40 nghin hoac 400 nghin bang xep hang? Dot nhien, khai niem bai hat hit lai co them mot khai niem bai hat hit-ngdch. Ben canh mot ngoi sao ca nhac noi tieng nay co them vo so ngoi sao ca nhac nho hon, va n i cho chi co mot so nho cac ca si uu n i tren thi trudng truyen thong, nay co den mot so luong rat ldn cac nghe si g ln-uu n i . Su pho' bien ciia "cac bai hat hit" phat tr ien manh me, moi loai cd mot khoi luong khan gia tuy nho nhung gan ket hon.

Day khong phai la dieu tudng tuong ma chinh la thuc te dang hien hUu ciia t h i t rudng am nhac hien nay. Dich vu am nhac chat luong cao tren mang nhu Rhapsody se het ke i t nhat 400 the loai va tieu the loai nhac (chia nhd cac the loai nhac thanh nhUng d o n g nhac m d i , cu the n h u "nhac dance / electronica>beats&breaks>cut&paste"), moi dong nhac nay co rieng bang xep hang mudl bai hat hit ciia minh. Nhu vay, se cd khoang 4.000 tieu bai hat hit duoc tao ra, moi bai lai cd y nghia doi vdi gidi ham md the loai nhac do nhieu hon cac bai hat hit tren toan quoc trong danh sach do MC Casey Kasem khdi xudng. TU do, vo so danh muc mudi bai hat yeu thich dude lap ra mot each l inn hoat cho moi ngudi sir dung tuy theo th j hieu am nhac va each thUc nghe nhac cu the ciia ho, cho du nhiing danh sach nay chi pho' bien trong dien hep.

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Sa hung thjnh va suy vong cua san pham hit

DIEU BUON N G A N H TRUYEN THONG

Nhiing van de nay sinh trong nganh am nhac khong chi la van de ban dia nhac CD. Chuong tr inh nhac rock tren dai phat thanh, von tU lau la chuong t r inh quang ba dupe Ua thich ciia cac cong ty ldn, nay dang phai vat Ion de ton tai. Nam 1993, ngudi My bo ra trung binh khoang 23 gid va 15 phut hang tuan de nghe dai. Nhung d i n mua xuan nam 2004, con sd nay da giam xuong con 19 gid 45 phut. The he ngudi nghe hien nay la lUa tud'i dudi 27, va chuong t r inh nhac rock la chuong t r inh gap nhieu khd khan nhat. Nam 2005, t rung b inh hang man cd mot dai phat nhac rock d My pha i dong ciia. Cac dai phat thanh nay pha i chuyen sang chuong t r i nh doi thoai hoac t i l n g Latin, nhi ing chuong t r i nh "nham chan" hon nhac rock va pop (vi bat khan gia nghe lau hon). Con chuong t r inh nhac rock va pop bay gid chi Idi cuon duoc khan gia k h i phat bai hat dang th inh hanh. Bang xep hang American Top 40 bay gid khong con sUc hap dan nhu trudc; con chuong t r inh ciia Casey Kasem th i da hoan

toan cham dUt.

Cac chuyen gia b inh luan chua thong nhat dupe da chi ra nguyen nhan chii yeu, nhung d day x i n de cap den mpt so nguyen nhan chinh:

» Sir xuat h ien cua may nghe nhac iPod: D i hen vdi viec ngUng sU dung dai phat thanh, vay con ai nghe chuong t r inh phat thanh tren song FM?

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CAI DUOI DAI

• Dien thoai d i dong: Hanh khach tham gia giao thong cong cong la nhung v i ciiu t inh ciia chuong ttinh dai phat thanh trong thap nien 80. Ngay nay, ho van tham gia giao thong cong cong, nhung lai danh thdi gian nhan t in bang dien thoai di dong.

• Dao luat v i e n thong 1996: Bo sung them mpt nghin dai phat thanh tren song FM, lam tang su canh tranh va lam giam doanh thu ciia cac dai phat thanh hien hanh. Dao luat nay ciing noi long nhiing gioi han sd h i iu ciia moi th i trudng.

• Cong t y Clear Channel: thudng hay do' lo i cho nhi ing phien toai ciia dai phat thanh, cong ty truyen thong khong lo nay la mpt bieu tupng ciia su k inh doanh tao bao ciia nganh truyen thong. Khi Dao luat Vien thong gay kho khan cho viec kinh doanh ciia cac dai phat thanh dia phuong vao cu6i thap nien 90, Cong ty Clear Channel da thau torn cac dai phat b i thua lo. Hien nay, cong ty nay da sd h i iu hon 1200 dai phat thanh, chiem mpt phan mudi tong so dai phat thanh loai nay. Ke hoach ciia cong ty la giam dang ke chi ph i phat thanh bang each thuc hien chuong t r i nh tap t rung hda va chuong t r inh dai phat dia phuong bang may vi t inh. Ket qua la dan den mpt su dong nhat hoa nham chan.

* Su thanh t rung van hoa pham khieu dam cua FCC (Uy ban Truyen thong Lien bang): Day luon la mpt phan nhiem vu giam sat ciia FCC (nhu cong viec

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Su hung thjnh va suy vong cua san pham hit

cua canh sat) ct6i voi nhung gi duoc phat tren song dai phat thanh, nhung FCC hiem kh i thuc hien nghia vu ciia m inh mot each manh me nhu trong suot 5 nam qua. Muc tieu chinh la Howard Stern, mot dai phat thanh la cai ciia t u nhan. Sau khi phai ganh chiu mUc phat nang chua tung co, Stern cuoi ciing phai t u bo viec phat song truyen thanh tren mat dat. Nhung cuoi nam 2005, ong ta chuyen den dai phat thanh ve t inh Sirius, thang Gieng 2006, ong ta lai xuat hien - hau nhu khong b i kiem duyet -trudc cac thinh gia dang ky nghe dai phat nay. Hien nay, cac dai phat thanh cd them ly do de lo ngai rang nhung gi ho noi hay hanh dong khong chi lam ton tien ciia ho ma cd kh i con lam ho mat viec. Ket qua la: su dong nhat hoa cang tang len.

Ket cue ciia qua trinh xuong doc ciia cac chuong t r inh phat nhac rock cho thay su ket thiic ciia ky nguyen Bang xep hang Top 40. Tuy nhien, ban than am nhac khong b i lang quen - nay la thdi diem tot chua tung cd cho mot nghe si hay ngudi ham md. Chinh Internet la nhan to kham pha cuoi ciing doi vdi nen am nhac mdL Cac hinh thUc truyen thong nhu tiep thi, ban va phan phoi nhac pham khong con duoc ua thich. Cac cong ty ldn va h? thong phan phoi le tung phat trien vdi quy m d khong lo phia sau co may san xuat bai hat hit tren dai phat thanh, chinh la bieu tuong cho md h inh lanh doanh dua vao nhi ing bai hat hit xep hang bach k i m - nhung ngay nay hau nhu khong con

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CAl DUOI DAI

du cac loai bai hat bach k i m de giup cac cong ty tren phat trien. Chung ta dang chung k i l n su ket thuc cua mot thoi dai.

Nhiing ai co chiec may nghe nhac iPod mau trang cung co the nghe dai phat thanh mien phi . Thi hieu da chuyen n i nghe nhac theo phong trao s6 dong sang nhiing bai hat yeu thich theo each lua chpn ciia tiing ngudi va viec khai thac cac the loai nhac da vupt qua ca nhirng dong nhac chii luu, de d i n vdi ca nhirng dong nhac tuong doi i t ten tuoi hay quay ngupc thdi gian t rd ve vdi cac loai nhac cd dien.

Trong bai phat bieu nam 2005, Rupert Murdoch, chu tich News Corp, cho rang ong la mpt trong nhiing ngudi dau tien cua nganh truyen thong thay dupe tam quan trong ciia nhom Uu n i hien nay so vdi nhiing phan n i nghiep du: "Gidi tre khong mudn dua vao mpt v i than thanh n i tren cao chi cho hp thay cai gi la quan trpng. Hp muon tu kiem soat phuong tien truyen thong ciia minh, thay v i b i phuong tien t r u y i n thong chi phoi".

Nhiing gi dien ra trong l inn vuc am nhac cung tuong t u nhu cac l inh vuc khac trong nganh truyen thong va giai t r i . Hay xem xet nhiing so Ueu ciia nam 2005:

• Viec ban ve xem phim Hollywood giam 7%, bat dau cd xu hudng tiep rue giam sut tU nam 2001 vdi ty le ngay cang giam nhieu hon.

• So dpc gia dpc bao, dat ky luc nam 1987, da giam 3% (con so giam ldn nhat t inh theo rung nam) va

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Su hung thjnh va suy vong cua san pham hit

nay dang d muc dp thap chua ning thay ke n i nhung nam 60.

• Doanh so cua cac quay ban bao dang d muc thap nhat trong 30 nam qua, ke n i kh i xuat hien viec thong ke so lieu.

• So luong ngudi xem truyen hinh tiep tuc giam do cac khan gia chay theo cac kenh truyen hinh cap, n i nam 1985, th i phan khan gia ciia mang hidi truyen hinh da giam t i i mot phan ba cho den gan mot niia.

Nganh giai tri dang mat di stic manh ciia no. Hien nay, chuong t r inh truyen hinh an khach nhat, CSI, chi duoc 15% ho gia dinh don xem. Trong nhiing nam 70, con so nho be nay chua bao gid t i ing xuat hien doi vol mudi chuong t r inh truyen hinh duoc Ua thich nhat. Tren thuc te, t n i mot ra th i tat ca cac chuong t r inh truyen hinh duoc ua thich deu co n i cuoi thap nien 70, dau thap nien 80 (chuong tr inh gan day nhat la chuong tr inh the thao Olympic Mua dong 1994, cung da phat song mudi lam nam qua). Tuu trung lai, ngay nay hang tram kenh truyen hinh cap da vupt qua mang ludi truyen hinh de den vdi khan gia nhung khong mpt kenh truyen hinh cap nao giU v i t r i thong t r i .

Tham chi chuong ttinh truyen hinh von duoc xem nhieu nhat cung khong con giU dupe v i t r i thong t r i . Cac buoi tudng thuat giai bong chay World Series 2005 cd so ngudi ham md thap nhat trong lich sii, giam 30% lupng khan gia so vol nam trudc. ChUdng t r inh truyen

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CAI DUOI DAI

hinh phat cac tran cau dinh nam 2005 giai bong rd My NBA ciing dat mUc thap gan ky luc, giam gan mpt phan t u lupng khan gia ke n i nam trudc. Nam 2006, ty le khan gia ciia le trao giai thudng am nhac Grammy cung giam 10%. Chuong tr inh tudng thuat Olympic Mua dong 2006 co lupng khan gia thap nhat trong vong 20 nam qua, giam 37% ke n i The van hpi 2002 d thanh pho Salt Lake. Chuong t r inh truyen hinh le trao giai Oscar ciing dat khan gia thap nhat ke t i i nam 1987.

Phong vien Patrick Goldstein cua td Thdi bao Los Angeles cho rang: "Ngay nay, chiing ta la mpt quoc gia ciia cac san pham ngach. Van co cac bp ph im bom tan vdi doanh thu khong lo, cac chuong t r inh truyen hinh dupe ua thich, nhung dia nhac CD ban chay ky luc, nhung lai cd i t su kien nam bat dUPc t inh than va thi hieu ciia cong chiing hon. NUdc My dang danh nhieu thdi gian de xem cac chuong trinh truyen hinh cap hoac dpc cac blog nham vao so khan gia dac thi i ."

Su xuat hien ciia TiVo va cac may thu hinh ky thuat so DVR khac da kich dai sU tan ra ciia hieu Ung lan truyen do loai bo yeu to thdi gian. Ngay nay, tham chi neu mpi ngudi xem ciing chUPng t r inh giong nhau, hp cd the khong phai xem ciing mot buoi toi hay ciing mpt thdi diem nhat dfrrih. Chang ai muon xem gidi thieu cac chuong tr inh da dUdc phat va co the ai do se lam mat su bat ngd doi vdi cac chuong t r inh ban chua xem vi trudc do hp da xem chUPng t r inh nay.

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Su hung thjnh va suy vong cua san pham hit

NEN K I N H I t C H A Y THEO HIT CHINH L A NEN V A N H O A CHAY THEO HIT

Mac du thdi dai cua san pham hit dupe cong chung yeu thich co the da dat den dinh diem, nhung tac dong cua no doi voi quan diem ciia chiing ta ve truyen thong thi chUa. Cac nganh cong nghiep giai t r i va truyen thong hien hanh van hudng ra khap noi de t i m kiem, botn tien va tao ra cac sieu pham.

Cac san pham giai t r i nhu ph im anh, chUOng t r inh truyen hinh hay dia nhac cd the mat nhieu tien de san xuat, tiep th i va phan phoi. V i du, chi ph i trung binh ciia mpt bo ph im ciia Hollywood hien nay vao khoang 60 trieu ddla My, va co the can them chiing do tien cho quang cao tiep th i . NhUng hon bao gid het, kho cd the du doan duoc bd ph im nao se thu hut dupe khan gia, dieu nay giai thich tai sao cac dao dien va dien vien ten tuoi lai ddi th i i lao cao den vay - v i ho mang lai su chac chan cho mpt cong viec kinh doanh day ray bat trac khd ludng. Nhung ke ca kh i cac ngoi sao bi that bai, cac xudng phim, hang noi tieng va cac mang ludi cung thuc hien phuong phap dau t u phan tan bdt rui ro.

Giong nhu nhiing nha t u ban dau t u ru i ro, ho dat cupc vao mpt cP so d u an, dau t u vao moi bp ph im so tien du de tao ra co hpi canh tranh gianh hit. Hp ky vong rang trong hoan canh tot nhat hau het cac du an se hda von, chi can mpt so i t d u an thanh cong. Cd

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CAl DUOI DAI

nghia la so it bp ph im dat hit se phai bt i t n i cho su" t r i tre ctia nhirng du an khac.

Do do, kieu k inh doanh nay thuc su can nhirng san pham dat hit. Va khong chi la nhirng san pham sinh lai - chiing ta dang noi den nhirng bp priim thanh cong va hit. Chi phi san xuat cao va kha nang thanh cong bap benh tao sUc ep len nhirng bp ph im gianh chien thang, khong chi thang ma phai thang ldn. Va nhirng bo ph im con lai th i sao? The day, nhirng bp phim nay co the khong thu dupe gi ca. Cho du co the dupe hoan nghenh nhiet liet, tham chi dupe hang trieu khan gia chii y hay don xem, nhung neu cac san pham nay khong thu lai dupe so tien da bo ra, bp phim do b i coi la khong hoan thanh cong viec ho trp phan con lai ciia phuong phap dau t u nay.

Bat tay vao viec tao ra mot san pham hit khong hoan toan giong nhu tao ra mpt bp ph im hay. Co nhieu viec ban phai lam va khong dupe lam de dat yeu cau thu hut hang chuc trieu khan gia bo tien mua ve xem phim.

Ban phai tra mUc thu lao cao nhat ma ban kham noi cho mpt sieu sao hang dau. Ban khong dupe lam cho npi dung ph im "qua thong minh". Phim ciia ban can

co mpt ket thuc co hau (happy-ending). Ban khong dupe de nhan vat chinh chet. Neu la mpt bp phim hanh dong,

co nhieu hieu Ung hinh anh se tot hon. Va neu mpi cd

hpi deu ngang nhau, th i co le ban nen lam mpt bp phim hanh dpng. Hien nhien la van co the bo qua quy luat

nay va van co dupe bp ph im hit, nhung tai sao lai phai

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Sy hung thjnh va suy vong cua san pham hit

mat cong cti t h i i co hoi khac? Nhat la ban lai clang dau t u mot khoan tien 1cm.

Kieu t u duy chay theo hit nay da lan ra ngoai khong gian Hollywood va len lo i vao nen van hoa toan quoc. Chung ta da chiu tac dong ciia nhirng doi hoi ve mat k inh t§ ciia cd may san xuat cac an pham hit chi de ky vong dat doanh thu ldn. Chiing ta da tiep thu each tinh toan ciia viec dau t u giai t r i day rui ro. Vi the chiing ta theo doi sat sao doanh thu cuoi tuan ciia phong ve gidng nhu chiing ta lam the thao chuyen nghiep - giU diem va tach biet nhUng ngudi chac chan chien thang ra khdi nhUng ke cd ve de thua tran.

Bang viec gan chat vdi ten tud'i ciia ngoi sao, chiing ta k h u y l n khich viec thdi phong luong ciia nhirng ngoi sao trong danh sach loai A va theo sat ddi s6ng xa hoi am i ciia ho ma thuc ra viec ciia hp khong lien quan gi den lpi ich ciia chiing ta. TU sieu sao dien k inh den mpt chii tich hpi dong quan t r i danh tieng, chiing ta luon quan tam tcfi diem cao nhat ciia the gidi hit mpt each thien lech. Ndi each khac, chiing ta da dupe huan luyen de nhin the gioi qua lang k inh nhuom mau ky luc.

Neu mpt san pham khong phai la hit th i chi la mpt su that bai. No da thua trong cuoc canh tranh ve hi?u qua k inh te nay va v i vay ngudi ta cho rang le ra khong nen lam ra chung. Vdi kieu t u duy hudng td i hit nay, l ich s i i dupe viet bdi nhung ngudi ham md, va co sd danh gia chat lupng ph im tot nhat chinh la doanh thu ciia phong ban ve. Thuc te nay khong chi xay ra d Hollywood. Do cung la each chiing ta danh gia so lupng

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bang dia ban ra, lap day cac gid cao diem tren truyen hinh va lap nen cac danh sach bai hat Ua thich tren dai phat thanh. Do la each xac dinh cac nguon luc khan niem nao dupe coi la "xUng dang" nhat, hay noi each khac, noi tieng nhat.

Cuoi cung, phan Ung ciia chiing ta vol van hoa chay theo hit lai ciing co them loai van hoa nay. The gioi ciia cac gia de hang hoat dong theo quy luat ke thang ngudi thua: san pham nay chiem cho ciia san pham khac. Bupc phai lua chon, mpt each t u nhien, moi nganh giai t r i deu chon nhirng san pham noi tieng nhat, tao cho chung mot u u the. Vdi sUc ep kinh doanh, chiing ta thuc su da ndl rpng khoang each gitia cac san pham nay va nhirng san pham ngach. Xet ve mat lonh te, dieu nay tuong t u nhu cau noi "Neu chi co mpt i t ngudi giau, hay de cho hp t rd nen giau hon". Ket qua la do doc ciia do th i dudng cau cang t rd nen doc hon.

Tuy nhien, dieu do dang thay doi. Thay v i hinh thUc giai t r i d van phong kh i giao luu van hoa chi dien ra giUa cac nhom dong nghiep ciing t inh each, chung ta ngay cang hinh thanh nhUng hpi, nhom den vol nhau bang nhirng moi quan tam, sd thich chung hon la qua cac h inh thUc giai t r i dupe xac dinh trudc. Ngay nay, hinh thUc giai t r i ciia chiing ta ngay cang kho dinh hinh ro rang - cd rat nhieu kieu khac nhau va mpi ngudi t u minh chpn nhom giai t r i de tham gia - tap hdp lai vdi nhau khong chi theo dia gidi ma con theo sd thich.

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C A I B U O I D A l

TU WISH BOOK BEN THUONG MAI BhtN TU

Mac du Cai duoi dai dang t u hien ra khap ndi nhu mot hien tuong ciia thdi dai Internet, nhung khdi nguon ciia no co tU trudc k h i cac cong ty tren mang nhu Amazon va eBay ra ddi, tham chi trudc ca su ra ddi ciia Web. Do la ky luc ciia mpt chuoi cai each k inh doanh each day hon mpt the ky - nhirng budc tien trong san xuat, t i m kiem, phan phoi va ban san pham. Hay nghi den tat ca cac yeu to ph i Internet lam nen, chang han nhu , viec mua ban qua Amazon: van chuyen FedEx, cac so thU t u tieu chuan quoc te ciia sach (ISBN), the t i n dung, cac dU lieu quan he khach hang, tham chi ca cac ma vach.

Phai mat hang thap nien de nhirng cong doan cai tien trong k i n h doanh nay xuat hien va phat trien. Internet cho phep dan ket cac budc k inh doanh vdi

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CAI DUOI DAl

nhiing cong doan do theo each thtlc tang along sut manh k inh doanh va md rpng tam vol. Noi mot each don gian, su ra doi ciia cac trang Web da thong nhat cac yeu to ciia cuoc each mang ve chuoi cung von dupe ap l i t ir hang thap nien.

Tren thuc te, Cai duoi ddi va gia de hang vo tan co nguon goc tuf cuoi the ky 19 va ciia hang tong hpp khong lo dau tien - nhirng toa nha nhieu phong 6c tpa lac tren nhung khu dat cong nghiep gan diem giao cac dudng xe l i ia d vi ing Midwest ciia My, bat dau tu* Chicago. Dudl vdm nha bang thep rpng menh mong, ky nguyen ciia hang hoa co san, da dang ve chiing loai va de lua chon da xuat hien day ap tren cac tam pallet g6 nang hang cao nhu mi i , vdi khdi lupng hang hoa ban ra kha ldn do nen san xuat hang loat mdi me luc do cung cap. Tau hoa da gop p h l n pho' bieii su da dang hang hoa nay thong qua he thong tuyen dudng xe liia,

t rd thanh nhan to lam thay dd'i nen kinh te va van hoa

ciia nude My.

Ngudi dau tien chiing minh cho ngudi tieu diing My thay y nghia ciia nhiing dieu tren la mpt nhan vien

dudng sat d North Redwood, bang Minnesota. Ten ong ta la Richard Sears. Nam 1886, mpt buu kien dong ho ciia mpt ciia hang k i m hoan b i gui nham cho mpt ngudi buon ban dia phuong d Nor th Redwood va ong nay

khong muon nhan buu kien nham lan do. Sears da mua lai so dong ho do hp ong ta, ban cho cac nhan vien dudng sat khac theo dpc tuyen dudng va dupe mpt

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khoan lai hap dan. T i i do, ong mua nhieu dong ho hon va bat dau khdi dung mpt cong ty phan phoi dong ho.

Vao nam 1887, Sear chuyen viec k inh doanh den Chicago va dang mot t i n quang cao tren nhat bao Chicago Daily News muon t im ngudi siia chiia dong ho (ong cho rang chang co ly do gi de vut d i nhirng chiec dong ho b i 16i da b i tra lai). Sau do, Alvah C. Roebuck da hen he vdi ong. Sau nam sau, hai ngudi da hop tac vol nhau va thanh lap cong ty Seas, Roebuck & Co. Cong ty da phat hanh catalog de chao hang dong ho cho ndng dan, nhung ngudi dang b i cac ciia hang tap hda dia phuong va tang ldp trung luu l i ia gat.

Theo lich sir ciia cong ty Sears, Roebuck & Co., cam ket ma cong ty dua ra rat don gian: "Vdi lp i the ban buon va si i dung dudng sat, buu dien va he thong phan phoi mien phi tai ndng thdn, cong ty ciia chiing toi la su lUa chon tot hon cac ciia hang gia cao d nong thdn".

T i i thanh cong trong k inh doanh dong hd, cong ty

da nhanh chong md rpng viec kinh doanh sang cac mat hang khac ma mot gia dinh nong thdn hay mpt cong

ty deu can den. Cong ty Sears va Roebuck phan phat

cac catalog cho cac ndng dan, ciing mpt biic t hu do chinh ong Sears viet, va Cong ty hoan thanh cac yeu

cau dat hang ciia khach t i i mpt chuoi cac x i nghiep

ngay cang ldn d Chicago. Cuoi ciing, hai ong da xay

dung mpt cP sd t r i gia 5 tr ieu ddla, rpng 40 mau Anh

(khoang 4 hecta) dupe s i i dung lam nPi x i i ly cac dPn

dat hang qua buu dien va xay them ca mpt tda nha

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CAI BUOI BAI

van phong d khu phia tay Chicago. Khi khai truong nam 1906, tda nha co dien t ich mat san rpng xap x i 1 trieu met vuong. Xi nghiep san xuat theo don dat hang qua buu dien nay la toa nha dung cho kinh doanh Ion nhat the gidi luc bay gid.

NhUng gi nha kho va hoat dong kinh doanh hieu qua ciia Sears va Roebuck tao ra chinh la mot cuoc each mang. Hay tudng tupng ban la mpt nong dan song sau trong thao nguyen Kansas rpng ldn each day hen 100 nam. Cho d ciia ban each xa cUa hang tap hoa gan nhat den vai gid dong ho di xe va gia ca ciia hang hda tai ciia hang lan gia xang dau deu khong re chiit nao. Rdi mpt ngay, ngudi dua thu hang tuan dem den cho ban cu6n Wish Book 1897 ciia Sears - day 786 trang, trong do co day du mpi mat hang vdi gia ca phai chang khong the t in dupe.

Wish Book 1897 la mpt cuon sach tuyet vdi. Tham chi ngay nay, trong thdi dai ciia Amazon, van khd co the tap hpp dupe mpt so lupng mat hang phong phii den nhu vay. Cuon danh muc goi gpn trong kich cd ciia mpt cuon danh ba dien thoai nhung cd den 200 mat hang va chiing loai, tat ca dupe in bang chU nho kem theo 6.000 anh minh hoa.

Don ci i mudi trang dau tien ciia cuon danh muc nay gom cd: 67 loai che, 38 loai ca phe, va 29 loai cacao. Tiep den la khoang vai tram loai gia vi va phu gia khac nhau, vai tram loai hoa qua khd va hoa qua dong hop, kem theo mpt vai loai do an san cd d sieu th i . Trang 11 cd den hon 60 loai xa phong. Va 770 trang tiep theo

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la mpi loai hang hoa khac tu" thuoc uong den sung ong (co ca sung luc d quay vcri gia 68 xu), trang phuc, xe ngua va ca chiec dan vidldng gia 2 ddla My.

Do la mpt cuon danh muc gay sung sd cho cac gia dinh nong dan. Vol thong diep nang ky n i mpt bu t thu, kha nang lua chpn cac san pham hang hoa da dang da tang len gap ngan lan so vol so hang hoa dien hinh cua mpt ciia hang tap hoa. Hon the, cuon catalog con dua ra mUc gia thap hern khoang 50%, ke ca chi ph i van chuyen.

Cong ty ciia Sears da dua thong t i n den cac khach hang tiem nang bang mpt trong nhiing hinh thUc "tiep th i lan truyen" don gian nhat. Nam 1905, cong ty da gui t hu to i cac khach hang quen d Iowa, de nghi hp phan phat 24 cuon catalog to i hang xdm va ban be ciia hp. Nhiing khach hang nay gui cho Cong ty ciia Sears ten nhiing ngudi nhan cuon catalog. Ve phan minh, k h i nhiing ngudi khach mdi gui don dat hang den cong ty, th i cac khach hang ban dau se nhgui dupe qua cho nhung dong gdp ciia hp: mpt cai Id sudi, xe dap hoac may khau.

Ciing nhu vay, nhiing ky thuat chuoi cung ma Sears ap dung de dat dupe thanh cong ky di?u khong he xa la trong thdi ky h i f n nay: su ket hpp gitia hang hda cd trong kho ciia ciia hang, mpt he thong "ciia hang ao" ciia cac nha cung Ung va nhi ing ngudi van chuyen hang hda true tiep t i i nha may san xuat. Sears tham chi dupe coi la mpt dai ly dat hang theo yeu cau cho

cac nha san xuat xe ngua.

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Trong nhung nha kho chiia hang ciing co nhirng phat minh gay siing sot. De khac phuc trnh trang kem hieu qua ciia viec dua hang, cac nha quan ly ciia Sears da lap ra mpt he thong cho phep moi don dat hang, kh i den cong ty, se dupe phan dinh ngay khoang thdi gian giao hang cu the. (Cac) mat hang dupe yeu cau phai dupe dat tai thiing dung tUOng ling trong phong tong hpp mua ban vao diing thdi gian da dinh. De dap ling diing thdi han, hang hda theo don dat hang dupe chuyen n i kho hang khong id den phong dong goi bang mpt he thong chuong bao va dudng trupt kha phiic tap.

He thong phan phoi hang theo lich trinh nay da dem lai hieu qua cho viec x i i ly cac don dat hang qua bUu dien, cho phep co sd Chicago giai quyet dupe khoi lupng hang hda Icinh doanh ldn gap mudi lan so vdi binh thudng. Chi trong mpt thdi gian ngan, he thong nay dUdc biet den nhu "ky quan thU bay" ciia gidi kinh doanh. Co ngudi ndi Herry Ford da den tham xi nghiep Chicago de t i m hieu ve ky thuat day chuyen day hieu

qua nay.

Nhung t rd treu la n i t cue chinh day chuyen ciia Ford da bupc Cong ty Sears phai tien them budc nUa de thich Ung vdi sU phong phu hang hda, lap dai cvta hang bach hoa (superstore). Vdi sU hoan thien ciia h? thong dudng sa hien dai, chat lupng tot, dan chiing co du tien mua otd, cac khach hang ndng thdn ciia Sears da khong gidi han viec mua sam ciia nrinh qua cac catalog. Ciing luc do, qua t r inh do th i hoa rpng ldn ciia

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My da bat dau, va nhieu ngudi von la khach hang ciia Sears da ro i nong thdn ra lam viec cho cac nha may. Nam 1900, dan so d nong thon van con ldn hon thanh thi . Nhung den nam 1920, con so nay da dao ngupc.

Cac ciia hang trong thanh pho thich tich t r t i hang theo danh muc hang hoa. Nam 1925, Cong ty Sears m d mot a i a hang d ngay khu vuc x i nghiep ban hang theo don dat hang qua buu dien tai Chicago. Su t h i i nghiem nay ngay lap tile gat hai thanh cong. Trudc kh i het nam, Sears da m d them bay a i a hang ban le -trong do cd bon a i a hang d khu x i nghiep. Den cuoi nam 1927, cong ty nay da cd 27 ciia hang ban le. Khach hang dupe tan hudng su phong phi i ve chiing loai hang hda vdi gia re, con hieu qua he thong cung Ung ciia Sears n i sU phat trien k inh doanh theo don dat hang da cho phep cong ty dUa ra cho khach hang n h i l u mat hang lUa chon chUa tung cd trong chuoi ciia hang ban le a i a minh (gdp phan tao nen tang cho su hinh thanh mo M n h Wal-Mart sau nay).

Nude My da bi cuon vao vong lua chpn. Cac dai bach hda cung cap mpt khdi lupng hang hda ldn, phong phu, vol mUc gia phai chang. Cac ciia hang da gop phan cd vu cho niem t in vao nen kinh te co qui mo ldn, mpt khai ni?m (ciia hang ldn hen se hieu qua hPn) ma de hieu no khong can gi khac ngoai viec so sanh bang gia hang hda ciia t iem tap hda cd truyen vol cac dai ciia hang. Vay cac ciia hang nay da tien xa den mUc nao?

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NUOI DUONG PHAN DUOI

Thuc pham la linh vu"c cai each tiep theo. Sieu thi dau tien la ciia hang King Kullen dupe khai truong ngay 4 thang 8 nam 1930 tai Queens, New York, trong thdi ky toi te ciia cuoc Dai Suy thoai. So vol cac ciia hang gia re ngay nay, ciia hang King Kullen chi ban hon 1000 san pham, nhung da dupe coi la chat xuc tac cho mot thoi dai moi cua cong viec kinh doanh ban le thuc pham. Giong nhu Sears, cong ty King Kullen cung cap nhieu loai hang hoa hon, vol gia thap hdn va tat ca d§u co trong ciing mot ciia hang, tao dieu kien cho khach hang true tiep lua chon san pham n i cac gia hang.

Ciing vol dich vu t u chon va sU da dang hang hoa, nhu cau ve d i lai va tich trtf thuc pham da dan den trao luu hang tuan di mua sam so lupng loin d cac ciia hang bach hoa, ngupc han vdi thdi quen di cho hang ngay ciia thdi ky trudc. Chia khoa thanh cong dau tien ciia sieu thi la su ra ddi ciia xe chd hang trong sieu thi (duoc s i i dung lan dau nam 1937), xe oto, ndi do xe mien phi, t i i lanh gia dinh va thiing lanh d sieu thi .

Trong cuon lich sii chinh thUc ve nganh thuc pham, Vien Tiep th i Thuc pham da md ta tac dong ciia hien tupng nay nhu sau:

Sieu thi da gop phan hinh thanh tang ldp trung luu trong xa hpi. Gia hang hoa thap da khien cac gia dinh cd dieu kien md hau bao chi cho viec mua oto, nha d,

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chi cho giao due va cac nhu cau tien nghi khac trong cuoc song. Khi so lupng cac sieu thi tang len nhanh chong trong thap nien 50 va 60, sieu thi da dong vai tro quan trong trong viec tao ra tang ldp trung l i fu d My. Trong le ky niem bac ciia sieu thi, Tong thong Kennedy da nhan xet rang cac ky thuat tiep thi rpng rai v6i chi phi thap "...da gop phan tao ra dieu kien song tot hon va co dong gop quan trong doi vdi su phat trien ciia nen kinh te nude ta".

Trong thdi ky Chien tranh Lanh, t i i 1958 den 1988, khoang 50 nghin ngudi Lien X6 da den nude My. Trong cac chuyen di nay, phan ldn ho da ghe tham cac sieu thi ciia My Sieu thi chiing minh nen kinh te thi trudng tu do da cho thay thuc pham phong phii vdi gia phai chang dupe pho bien nhu the nao va trd thanh bang chiing ve su hieu qua cua chii nghia tu ban Trong cuon tu truyen cua minh, Boris Yeltsin da noi ve chuyen tham ciia ong tori mpt sieu thi d Houston nam 1989: "Khi toi nhin thay cac gia de hang hoa tran ngap hang tram, hang ngan do hop, thiing giay va hang hoa cac loai, lan dau tien toi cam thay thuc su buon va that vpng cho ngudi dan Lien X6. Mpt dat nude tiem nang giau co nhu nude chiing toi da trd thanh mpt nude ngheo kho den nhu vay! That buon khi nghi ve dieu do".

Mpt ciia hang bach hda d gdc pho nhiing nam 1920 chi cd khoang 700 mat hang, da so ban vol khoi lupng ldn va cac khach hang phai den nhieu ciia hang de mua thit, do nudng, cac san pham bo sUa va cac loai hang hda khac. Nay, tat ca cac mat hang do deu cd trong cung mpt sieu th i . Hon nUa, so lupng chiing loai san

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CAI DUOI DAI

pham trong sieu thi ngay cang tang: 6000 loai vao nam 1960, 14 nghin loai nam 1980 va ngay nay sieu thi co hon 30 nghin loai hang hoa.

KHACH HANG QUA DIEN THOAI

SU phat trien quan trpng tiep theo dien ra tai chinh moi gia dinh, vdi sU ra ddi ciia 800 so dien thoai mien phi. Bat dau vdi su ky vong vUa phai, nam 1967, Cong ty AT&T tung ra mpt san pham mdi co ten goi "WAT noi bang (dich vu dien thoai viing rpng)", ciing dupe biet den vdi ten gpi "Cuoc gpi t u dong", chii yeu vdi muc dich giai quyet su thieu hut nhan vien true tong dai dien thoai. Nhirng ngudi true tong dai dang bi qua tai bdi sd lupng cuoc gpi ngudi nhan tra tien dang dupe gidi kinh doanh Ua chuong sU dung. Cong ty AT&T cho rang dich vu mdi ciia hang se giup giai quyet van de thieu nhan luc ciia nganh buu chinh nhung c i ing r

khong co ky vpng ldn. Cong ty AT&T chua bao gid ngd rang den nam 1992, chi trong 25 nam sau, 40% cuoc gpi sU dung he thong dudng dai ciia AT&T la cac cupc gpi mien phi .

Cupc gpi mien phi da cho phep vi£c mua sam theo catalog phat trien t rd lai. Thdi dai t u dong hda hien dai da gdp phan lam cho dan chung co dieu kien chuyen tU thanh pho ve song d viing ngoai 6, cho du cac ciia hang dia phuong van con han che ve chiing loai hang hda. Mpt the he dan cu giau cd, thuc dung d vung ngoai

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6 san sang chi tien mua sam nhieu hdn, va den gitfa thap nien 70, the t i n dung giup ho mua sam theo nhu cau. 800 s6 dien thoai ban dau da t rd thanh nhan to xuc tac can thiet cho su bung no hinh thUc mua sam gia (urih.

Nguoc lai vol thoi dai th inh hanh cac ciia hang bach hoa tong hop khong lo co moi thU nhu ciia Sears, lan song mua theo catalog sau nay tap trung nhieu vao cac san pham ngach hon. Cong nghe in mau da tao dieu kien cho cac nha ban le in ra hang tram ngan hay tham chi hang trieu cuon catalog tren chat lieu t6t de t r inh bay h inh anh gian hang phong phti cua ho va gui toi cac dia chi hom thu dinh san. Ty le khach hang hoi am chi can 1% th i ciia hang cung da co lai.

Cac san pham ngach lai mpt lan nUa t i m ra hudng tiep can to i nhirng khach hang thuoc dong chii dao. Cac do diing the thao, quan ao co thuong hieu, m l u npi that, do lot, do dac ngoai trdi , cac vat dung theo sd thich - moi thang lai dem den cho khach hang mot danh sach het ke chi tiet san pham ban le chuyen dung. Vol nhirng t h i i can thiet trong tay nhu the t in dung, may dien thoai, khach hang se cd ngay mat hang minh can chi trong mpt hoac hai tuan. So vdi an tuong ma su da dang ciia hang hda ban qua buu dien dem lai, tien ich ciia may t inh ca nhan nhanh chong lan at hien

tupng mua hang qua buu dien.

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CATALOG CUOI CUNG

SU noi len ciia thuong mai dien tii tren Web tii dau nhiing nam 90 da bat dau bang viec xay dung cac catalog tren Web vdi chiing loai hang hda da dang, tham chi viec dat mua hang t rd nen thuan tien hon, mUc gia thap hon va phuc vu duoc nhieu cong chiing hon. Internet da tao ra mpt hinh thUc gui kho hang mdi cho tat ca mo i ngudi - ma khong can i n an va gui catalog den cho khach hang. Rd rang catalog da phat huy tac dung khap moi noi.

Tat nhien, mpt so catalog hap dan hon nhirng cai khac. Nhung do la catalog nao?

Jeff Bezos da t u dat cho minh cau hoi do khi ong lam viec tai Quy dau t u D. E. Shaw d New York. Do la nam 1994, thdi diem Internet bat dau khdi sac, tang trudng d mUc 2300%/nam chi n i mpt he thong co sd nho be. La mpt "ky su" tai nang (ky su lap t r inh toan), sep ciia Bezos yeu cau ong t i m nhirng co hpi kinh doanh Internet. Hon mudi nam sau, trong mpt phat bieu d Thung lung Silicon, Bezos da noi ve thdi khac do:

Toi den cho Hiep hpi thuong nhan (Direct Marketers Association) va lay mot danh sach tat ca san pham dang dupe ban n i xa. Quan ao la thU hang ban t i i xa chay nhat. ThU hai la thuc pham cao cap. DUng cuoi danh sach la sach, va danh muc sach ton tai la vi co nhung to' chUc nhu Cau lac bp sach ciia thang va bdi vi khong co mpt danh muc in tren giay nao de cap den sach.

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Nhung nam dau thap nien 90 la thdi ky phat trien bung no' ciia nganh sach d My. Cong ty sach Crown Books da chuyen hudng kinh doanh vol mot chuoi ciia hang ban ha gia, khuay dong ede ky luc ban sach va khdi dau lan song ha gia tuong t u tren th i trudng. Tiep theo, cong ty Barnes&Noble va Borders tien them mot budc bang each khai truong nhiing sieu th i sach khd'ng lo. DUOc xay dung tren nen nhung rap chieu ph im hay san bowling cu, nhung sieu thi sach nay da cd den 100 nghin dau sach, gap nam lan so vol mUc trung binh ciia cac ciia hang sach dia phUdng. Con so nay the hien sU gia tang chiing loai va kha nang Ufa chpn, khdi dau cho mot thdi dai sach bao phong phu phuc vu ban doc.

Sach t rd nen re hon va nhieu hon - con ngudi con can gi hon the nUa?

Lai mot lan nUa, Bezos tu dat ra chinh cau hoi do:

Toi dang tim hieu van de do. Neu ban la ngudi sU dung Web vao nam 1994, vdi he trinh duyet va cong nghe so dang hien cd luc do, thi viec su" dung do thuc su rat khd khan. Cong trinh duyet Web thudng xuyen bi tac, mpi thU van hanh khong suon se va dung lupng dudng truyen dU lieu rat nhd, ke ca khi ban cd chiec md-dem hien dai nhat thdi bay gid.

Toi n i t ra ket luan rang vol cong nghe luc do, neu ban co the lam mot viec gi ma khong can phai sU dung Web, thi ban cU the ma lam. Ban khong muon mua quan ao tren Web, ca khi do la bo suu tap tot nhat, vi quan ao ban cd the mua qua catalog va qua cac ciia

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hang mot each hieu qua. Tieu chuan cua toi la: hay chpn mpt mat hang ma khach hang chi co the mua qua trang Web.

Thuc te cho thay viec lua chpn rat quan trong trong viec thuc day khach hang sii dung catalog. No ciing cho thay ban khong the co mot danh muc sach do so tren giay; v i dieu do hoan toan phi thuc te. Hang nam co hon 100 nghin cuon sach moi dupe xuat ban, va ngay ca mpt sieu th i sach ldn ciing khong the co het ngan day cuon sach. Sieu th i sach ldn nhat chi cd 175 nghin dau sach va duy nhat co ba cUa hang du ldn den nhu vay. TU do nay sinh ra mpt y tudng: hay de trang web Amazon.com t rd thanh noi dau tien ban co the de dang t im va mua mpt trieu loai sach khac nhau.

Dieu ma vi ky su nay dang hudng td i la mpt co hpi trong nganh sach dang phat dat nay. Mac du co rat nhieu nha xuat ban, song hau het viec phan phoi sach chi do hai cong ty ban buon dam nhiem, hp cd he thong ciia hang dat d v i t r i chien lupc tren toan quoc de dap Ung nhu cau dpc gia.

Dieu nay gpi ra mpt co hpi tuyet vdi cho mpt nha ban le tren mang.

Mac dti 175 nghin dau sach xem ra cd ve nhieu, nhung Bezos biet rang du do la so sach ldn nhat co trong mpt ciia hang th i ciing chi la mpt phan nho so sach cd tren th i trudng. Va viec t i m ten sach va dpc torn tat sach rd rang se tao dieu kien cho khach hang t i m dupe cai hp thuc sU muon.

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Luge sCr cai duoi dai

Khi do, co khoang 1,5 trieu sach bang tieng Anh dUOc i n - cac ciia hang sach chi co khoang 10% so sach nay. Ngay nay, kho dU Ueu tren mang co the chUa mot danh sach sach i n len den 5,6 trieu cuon. Bezos ciing biet rang ngay cang co nhieu danh muc sach ciia cac nha xuat ban duoc dua len mang, gidi thieu cac sach hoc thuat, thuong mai, sach t u xuat ban va nhieu loai khac. Khong cd ly do gi ma Amazon.com khong gidi thieu tat ca loai sach nay.

Dieu ma Internet da lam la loai bd hau h i t cac rao can vat ly de tao ra su hfa chon vd tan. Cac ciia hang kien cd cd ldn cd quy md hoanh trang van phai giai quyet van de chi phi cho cac gia hang, tudng bao, nhan vien, dia diem, gid m d ciia va van de thdi tiet. Nhd vao kich thudc ldn hon va hoat dong hieu qua hon cac nha sach dpc lap, cac sieu th i sach cd the cung cap mpt su lUa chon dau sach ldn hon. Dau vay, ngay ca hinh thUc kinh doanh nay ciing cd gidi han nhat dinh, thua xa gidi han ciia nguon cung cap cac dau sach san cd.

Ngay nay, vi?c mua sam tren mang da vupt xa phuong thUc mua sam theo catalog va hien dang chiem khoang 5% doanh so ban le ciia My. Viec mua sam tren mang van dang tiep tuc phat trien vdi toe dp cao, dat den 25%/nam, va dang d i dung hudng d u doan ban dau ciia Bezos rang viec ban le tren mang cuoi ciing se dat mUc 15% tong doanh so ban le hang hda, chiem hdn 1/10 trong tong so 12 t i ddla ciia nen k inh te My.

Mpt trong nhirng kho hang ldn nhat do la cac trang web tren mang ciia cac dai gia sach. Trang Bn.com la

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CAI DUOI DAI

trang Web cua thuong hieu Barnes&Noble gidi thieu bp suu tap sach tuong t u nhu Amazon. The giam gia co hieu luc vdi ca hai kenh cung Ung sach va ban co the yeu cau dich vu giao sach trong ngay d khu vuc quanh Manhattan noi B&N cd mpt so sieu th i sach. Neu ciia hang khong co mot cuon sach nao do, nhan vien ban hang van cd the dap Ung yeu cau ciia khach hang bang each dat mua sach tren mang cho khach. Tuong tu nhu hoat dong tren mang ciia Wal-Mart, Best Buy va vo so nha ban le khac: Cac gia de hang hda vd tan tren trang Web ban le cho phep cac nha ban le dem lai cho khach hang nhieu chiing loai hang hda va sU thuan tien, ciing co long trung thanh ciia cac khach quen vol thuong hieu va md rpng pham vi ra nhung khach hang mdi, nhung ngudi co the d gan hoac xa mpt ciia hang co dinh.

CAl DUOI DAI 6 KHAP NOI

TU nhUng trang web ban le nhu eBay cho den trao luu dua viec ban le truyen thong len mang, nhurig Uu the ve nhung gia de hang hoa vo tan, thong t in phong phi i va nhiing hinh thUc lua chpn thong minh se giup ban t im dupe thU minh can. Day la y tudng ban dau ciia Bezos va thuc te da chiing to mpi viec dien ra diing nhu ong nghi. Do do, bay gid ban cd the thay cac thi trudng ciia Duoi dai d khap ndi.

Giong nhu Google dang t im dudng tan dung Duoi dai trong quang cao, Hang Microsoft ciing dang m d rpng

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Luge sii cai duoi dai

Phan duoi cua cac games video thanh nhung games nho va re tien ma ban co the tai xuong may t inh n i he thong Xbox Live cua hang. Cac du an phan mem ma nguon m d nhu Linux va Firefox ciing la nhung nhan to Duoi dai ciia tai nang lap tr inh, con dau t u ra nude ngoai lai tan dung lo i the ve lao dong ciia Duoi dai. Trong kh i do, Internet ciing gop phan phat trien Cai duoi ddi nhat ciia sach bao khieu dam cho mpi th i hieu va ca sU lap d i .

Ngoai ra, cung cd nhieu bang chiing thuyet phuc hon ve Cai duoi ddi nhu su phat trien ciia cac hang bia nho goi la "Cai duoi ddi ve bia", sU phat trien ciia cac loai ao phong, giay dep va quan ao khac lam theo yeu cau ciia khach hang goi la "Cai duoi ddi ve thdi trang", va sU phat tr ien ciia cac trudng dai hpc tren mang gpi la "Cai duoi ddi ve giao due".

Cuoi ciing, de minh chung cho luan diem ma hoc thuyet nay da ap dung rpng rai, hay suy ngam Idi nhan xet ve "Cai duoi ddi ve an ninh quoc gia" ciia John Robb, mpt nha phan tich quan sU dam trach trang web Global Guerrillas [Du kich toan cau]:

Theo truyen thong, chien tranh (SU thay dd'i xa hpi bang bao ltfc) da bi han che trong cac quoc gia dan toe, trU mpt so trudng hpp ca biet. Cac quoc gia thudng cd sU doc quyen kiem soat bao luc. Ket qua dat dupe la sU phan chia bao luc bi han che va n i t ngan. Tinh trang dpc quyen nay dang xuong doc vi chiu tac dong ciia ba xu hudng:

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CAI DUOI DAI

• Su pho bien hoa cac cong cu chien tranh. Nhung ke bao luc nhdnh (vi du: cac bang dang) hien nay co kha nang gay chien nhd mat trai aia toan cau hoa. Chi can vai ngudi, mot vai dao cat va mot cai may bay la co the lam nen mot vu khung bo (do la nhung vat dung don gian ket hop vdi don bay tu co sd ha tang kinh te thudng gap).

• Tinh trang nguy niem lan rpng do cac nha san suit vu khi nhdnh gay ra. Viec nay da bien cac cupc t i n cong chi phi thap thanh nhung su kien kinh te - xa hpi noi bat.

• Su gia tang hinh thuc truyen ba. Cac nhom mdi lap co the de dang t im kiem/dao tao hpi vien mdi, truyen tai thong diep aia hp den mpt lupng thinh gia ldn va tim kiem/phoi hpp hanh dong vdi cac nhom (dong minh) khac.

Ket qua la Cdi duoi ddi da phat trien. Nhung ke bao luc mdi da nd rd. Nhu cau doi vdi cac nhom bao luc nhanh nay cung tang nhanh chong. Cac khai niem ldn (nhu cupc dau tranh giUa Hoi giao va My), mac du khong dupe cac nha nude chap thuan, da tiep them sUc manh cho cac to' chUc bao luc nhanh nhu al Qaeda va nhUng phien ban a ia nd.

100

4

B A N G U O N L U C

C U A C A I D U O I D A I

SAN XUAT, DUA RA THI TRUONG VA GIUP KHACH HANG TIM THAY HANG HOA CUA BAN

Ly thuyet Cai duoi ddi cd the torn tat lai nhu sau: Kinh te va van hoa cua chung ta dang ngay cang chuyen n i tap trung vao mpt so nho cac san pham hit (cac th i trudng va dong san pham chinh) 6" phan dau a ia do th i dudng cau, sang mpt so ldn cac san pham thU yeu (ngach) d phan duoi. Trong thdi dai khong b i bd bupc bdi cac gia hang hda va nhung diem yeu khac a ia qua t r inh phan phoi, xet ve mat k inh te, cac loai hang hda va dich vu danh cho doi tuong thU yeu cung co the hap dan chang kem gi dong san pham chinh.

NhUng n h u vay la chua du. Nhu cau tieu diing phai di theo nguon cung md i nay. Neu khong, Phan duoi se nhd dan. V i Phan duoi khong chi dupe t inh bang

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CAI DUOI DAI

chiing loai san co ma t inh ca so ngudi quan tam den cac chiing loai do, Wnh thai thuc su ciia dudng cau chi xuiit hien khi ngudi tieu diing cd duoc su lua chon vd han. Su ket hop viec ban hang, si i dung, hoac hinh thai tham gia khac ciia tat ca moi ngudi lien quan den cac sam pham nhdnh md i xuat hien, gdp phan bien su gia tang kha nang lua chon vd tan manh mot nguon lUc lcinh te va van hda. Cdi duoi ddi bat dau vdi mot trieu san pham ngach, nhung chang cd nghia ly gi cho den khi cac san pham ngach t rd nen pho bien va nhieu ngudi can den chiing.

Tom lai, tat ca duoc chia thanh sau dac diem ciia thdi dai Duoi dai:

1. Tren hau het cac thi trudng, cd nhieu san pham ngach hon cac loai san pham hit. Ty le nay ngay cang cd xu hudng tang len kh i cong cu san xuat t rd nen re hon va pho bien hon.

2. Cac chi ph i tao ra san pham ngach then nay dang giam dang ke. Vdi su ket hop cac ngudn luc nhu hinh thUc phan phdi ky thuat so, cac cong nghe t im kiem hiing manh, va su pho bien ciia kha nang tiep can truyen thong bang thong rpng, cac loai thi trudng tren mang dang tai lap hinh thai kinh te ban le. V i vay, tren nhieu th i trudng, cd the cd nhieu chiing loai san pham vol khdi luong ldn.

3. Tuy nhien, ban than su da dang ciia hang hoa khong tu thay ddi duoc dudng cau. Ngudi tieu diing phai dupe hudng dan de t i m ra cac san pham

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Ba ngu6n luc cua cai duoi dai

ngach phu hop vdi nhu cau va loi ich cu the ciia ho. Mot loat cong cu va bien phap ky thuat - n i khuyen nghi den xep hang - dang tro giup cho nhu cau tim hieu san pham ngach ciia ngudi tieu diing. Nhiing "bo he1" nay co the hudng dudng cau chay doc theo Phan duoi.

4. Mpt k h i chiing loai hang cang nhieu len va cd cac bo loc, phan loai chiing, t h i dudng cau cang tien gan den diem tiem can true hoanh. Van cd cac loai san pham hit va loai san pham ngach nhung su Ua chuong san pham cao cap (hit) giam tuong doi va cac loai san pham ngach tang tuong doi.

5. Tat ca cac loai san pham ngach deu tang len. Mac du khong mpt loai san pham ngach nao dupe ban vdi so lupng ldn, nhung k h i gdp nhieu loai san pham ngach vol nhau se tao ra mpt th i trudng d i i ldn de canh tranh vdi cac loai san pham hit.

6. Mpt k h i tat ca cac loai hang hda dupe tung ra th i trudng, h inh dang thuc ciia dudng cau se hien thi , khong b i bien dang bdl nhiing nut cd' chai ciia viec phan phoi , su khan niem thong t i n va han che khong gian lua chpn ciia cac gia hang. Hem nUa, hinh dang ciia dudng cau chiu su tac dpng ciia s i n pham hit i t hem mUc chung ta tudng. Thay v i vay, h inh dang ciia dudng cau da dang nhu ban

than su phan bo dan cu.

Tieng Anh la filter, se dupe de cap cu the hon cr phan sau ciia cuon sach.

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CAl DUOI DAl

Diem mau chot: Cai duoi dai thifc ra chinh la van hoa khong b i sang loc bdi nguyen ly cua k inh t l hoc khan hiem.

PHAN DUOI SE KEO DAI DEN DAU

Cac hien tuong duoc neu d tren se khong xay neu khong co mpt cu huych k inh te ldn: chi phi tiep can san pham ngach giam xuong. Dieu gi khien cac chi phi nay giam? Mac du cau tra 161 doi vol cac mat hang khac nhau rat da dang, nhutig ngudi ta van diing ba nguon lUc chinh sau day de giai thich van de nay.

Nguon luc thU nhat la sit pho bien hoa cong cu san xuat. Vi du dien hinh la may tinh ca nhan, cong cu giup ngudi sir dung tiep can de dang moi thU, tU bao chi, ca nhac den ph im anh. SUc manh ciia may t inh da lam cho so luong "nha san xuat" - do la cac ca nhan co the lam duoc nhUng viec ma vai nam trudc day chi co

104

Ba ngudn luc cua cai duoi dai

cac chuyen gia lam duc/c - tang len hang nghin lan. Ngay nay co den hang trieu ngudi co kha nang lam ra mot doan p h i m ngan hay mot dia nhac, hoac cong bo nhirng quan diem ciia minh cho ca the gidi biet - that dang ngac nhien, rat nhieu ngudi da lam duoc dieu nay. Tai nang khong phai d dau ciing co, song dang lan rdng: tao cho con ngudi kha nang du de sang tao va chac chan nhan tai se xuat hien.

Ket qua la so lUdng san pham duoc pho' cap rdng rai dang tang nhanh hon bao gid het. Dieu nay gdp phan keo dai phan duoi sang ben phai, lam tang su pho' bien ciia nhieu loai hang hda san cd. Vi du, trong linh vuc am nhac, so luong dia nhac mdi phat hanh tang vdi toe do phi thudng, den 36% trong nam 2005, dat mUc 60 nghin bai hat (so vol mUc 44 nghin bai dUOc phat hanh trong nam 2004), phan ldn la do cac nghe si ngay nay cd the de dang thu thanh va phat hanh am nhac ciia chinh ho. Dong thdi, cac ban nhac dang tai hon 300 nghin dia nhac mien phi len trang web MySpace, gdp phan keo dai hon nUa phan duoi.

|H Lire lirong 2: Pho bien h6a cac cong cu phan phoi

Ket qua: Nhie*u khach hang diroc tie'p c3n cac san phim ngach han

lam day them Cai duoi.

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CAI BUOI DAl

Nguon luc th i i hai la su cdt giam chi phi mua sdm do viec pho bien hoa qua trinh phan phoi. Thuc te cho thay bat ky ai ciing co the lam duoc tac pham phim hoac dia nhac, nhung san pham do chi co gia t r i neu nguoi khac co the thudng thiic chiing. May tinh tao dieu kien rte bat ky ai ciing co the t rd thanh nha san xuat hoac nha phat hanh, nhung chinh Internet mdi bien tat ca moi ngudi thanh nha phan phoi.

Dieu th i i v l nhat la thuyet k inh te bits vs. atom1, do la su khac nhau giUa chi ph i chi vai xu de chuyen tai noi dung tren mang va chi ph i nhieu dola de lam cong viec do vol xe tai, nha kho va gia de hang. Ngay ca doi vdi hang hda vat the, Internet ciing gop phan giam dang ke gia thanh chuyen chiing den tay ngudi tieu diing. Qua nhieu thap nien va tieu ton hang t i dola, Wal-Mart da thiet lap mot chu6i he thong cung Ung hoan hao nhat, cung cap n h i l u loai hang hda vdi gia phai chang td i hang chuc trieu khach hang tren khap the gidi. Ngay nay, ai ciing co the t im thay moi thU tren th i trudng chi vdi mot kho hang tren mang eBay.

Internet da gdp phan lam cho hang hda t rd nen re hon va den duoc vol nhieu ngudi hon, do do day nhanh kha nang thanh toan bang tien mat tren th i trudng d phan duoi. Ngupc lai, dieu do cung gop phan thuc day tieu diing, t i i do nang cao dudng cau va tang dien tich viing dudi dudng cong nay.

Nguon luc thU ba do la kit noi cung vd cau, dem

1 Cong nghe so so vol cong nghe nguyen ni.

106

Ba nguon luc cua cai duoi dai

Ngudn lire 3: Ket noi cung va cau

den cho ngudi tieu dung nhUng loai hang hda mdi va s i n cd, gdp phan keo phan duoi dudng cau. Dieu nay cd the duoc bieu hien dudl cac hinh thUc t i m kiem san pham tU cong cu t i m kiem "su uyen bac ciia quan chiing" ciia Google hay "nhirng goi y" ciia iTune, ciing vol vd so h inh thUc truyen ba khac, tU cac trang blog den y kien danh gia ciia khach hang. Tac ddng ciia cac hinh thUc nay doi vol khach hang la gdp phan lam giam "chi ph i t i m kiem" de t i m ra san pham ngach.

Trong k inh te hpc, chi ph i t i m kiem la nhUng gi thu dupe trong qua t r inh t i m cai minh can. Mpt so chi phi khong t inh dupe bang tien, v l du nhu viec mat thdi gian t i m kiem, su phien nhieu, d jnh hudng sai hoac nham lan. Mpt so chi ph i khac co the t inh dupe bang tien, n h u mua sai mat hang hoac tra gia qua cao cho loai hang hda nao do chi v i khong the t i m ra cai nao re hdn. Bat cU dieu gi giup ban de dang t i m thay san pham ban can vol gia phai chang deu gdp phan lam giam chi ph i t i m k iem ciia ban.

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CAI DUOI DAI

Chung to i se de cap den van de nay d phan sau ciia cuon sach, nhung nhiing ngudi tieu dung thudng la ngudi hudng dan hUu ich nhat v i dong co ciia ho la d inh hudng t o i nhat do i v d i chiing ta. Netf l ix va Google nam bat mo i quan tam ciia ngudi tieu diing bang each nghien cUu nhUng gi ma hang trieu ngudi t ieu dung lam, dong thdi bien nd thanh nhiing ket qua t i m kiem va gpi y tuong Ung. Ngudi tieu dung ciing t r d thanh ngudi chi dudng dpc lap kh i hp dua ra nhan xet ciia ngudi s i i dung hay neu y kien tren blog ve nhiing thU ho thich va khong thich. Ngay nay, kh i muon t i m mot cai gi do mdi me, ban de dang t im dupe nhirng thong t i n cot yeu, va co the t i m thay cai m inh muon nhanh hon bao gid het. TU do khuyen khich ban t i m hieu nhieu hon, vupt ra khoi pham vi ban da biet, gdp phan keo dai phan duoi do th i dudng cau td i cac san pham ngach.

Ngoai ra, kh i khach hang trao dd'i y kien vdi nhau, hp cung phat hien ra t h i hieu ciia hp da dang hon nhiing gi quang cao san pham dem lai. Moi quan tam ciia hp chia nhd hon theo nhiing nhom sd thich ngay cang nhd, d i sau hon vao doi tupng san pham hp chpn. Day la mpt hien tupng thudng xay ra kh i nhieu ngudi cd cung quan diem tap hpp lai vdi nhau. Du thuc hay ao, dupe khuyen khich nhd viec ciing hen ket, hp ciing nhau kham pha nhimg dieu chua biet, t i m hieu xa hPn nhiing lo i mon da cd.

Viec khai thac tien ich ciia nhi ing cong nghe mdi ket noi ngudi tieu dung lai vdi nhau da gdp phan keo

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Ba nguon luc cua cai duoi dai

dai do th i dudng cau di n i cao nhat xuong phia duoi. Noi each khac, Nguon luc t h i i ba dang gop phan lam tang nhu cau tieu di ing san pham ngach va keo dai duong do th i can bien, chuyen trong tam siic hii t sang ben phai.

Hay coi n ing phan ciia ba nguon luc nay la mot nha tap hop nhiing co hoi mdi tren th i trudng dang noi len ciia Cai duoi dai. Cac cong cu san xuat duoc pho' bien hoa dang gdp phan lam tang dang ke so luong cac nha san xuat. Nen kinh te ky thuat so co hieu suat cao dang tao ra nhung th i trudng mdi . Cuoi ciing, kha nang tan dung sU thong thai ciia hang trieu khach hang de giup con ngudi chon duoc mot san pham phu hop nhat dang lam xuat hien cac hinh thiic gidi thieu, gai y va cac phuong phap tiep th i mdi, ve ban chat la nhiing hinh thiic tao nen th i hieu mdi .

Tat ca duoc the hien trong bang torn tat d bang trang ben:

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CAI DUOI DAl

Ngudn luc Nha kinh doanh Vidu Pho bien san xuat

Cac nha san xuat, che tao cong cu san xuat ciia Cai duoi ddi

May quay hinh ky thuf t so,

Cong cu phan mem may tinh bien tap phim video va ca nhac, blog

Pho bien viec phan phoi

Cac dich vu tim kiem ciia Cai duoi ddi

Amazon, eBay, iTunes, Netflix

Ket noi cung va cau

Cac bo loc ciia Cai duoi ddi

Google, blog, nhiing 161 gqii y, gioi thieu ciia dich vu Rhapsody va cac danh sach hang ban chay nhat

Ba chuong tiep theo se de cap cu the cac CO hqi kinh doanh mdi.

no

5

M O T T H E H E

C A C N H A S A N X U A T M C l l

DUNG DANH GIA THAP SUC MANH CUA MOTTRLtU NGUOI KHONG CHUVTiN

NHUNG CO CHIA KHOA CUA NHA SAN XUAT

Vao buoi toi ngay 23 thang hai nam 1987, thiet b i do dac cua dai quan sat thien van dudi long dat Kamiokande I I d Nhat Ban da phat h ien 11 hat neutrino trong mpt vu nd keo dai 13 giay. Mac du 11 hat neutrino khong phai la con sd ldn nhung dai quan sat nay thudng chi phat hien ra 2 hoac 3 neutrino trong mpt gid, va hiem khi thay tat ca trong cung mpt lan. Nhu vay d day cd cai gi do dac biet. NhUng muon t im hieu dieu gi thuc sU da xay ra th i phai chd them vai gid nUa, khi cd ket qua bao cao a ia nhUng quan sat khac.

Cac nha thien van tU lau da dua ra ly thuyet rang khi mpt ngoi sao nd tung, hau het nang lupng dupe

in

CAI DUOI DAI

giai phong dudi dang hat neutrino - la cac hat nho hdn nguyen n i va co khdi luong sieu nhe, bay xuyen qua cac hanh t inh nhu vien dan xuyen qua td giay mong. Mot phan ly thuyet nay de cap den giai doan dau tien ciia vu no, bang chiing duy nhat co the quan sat dupe la mpt tran mua cac hat phan t i i ; sau do phai chd mpt vai gid dong ho de vu nd lai dien ra va xuat hien anh sang co the nhin thay dupe. Ket qua la, cac nha khoa hpc du doan khi mpt ngoi sao bien thanh vu nd sao bang (supernova) gan chiing ta, chiing ta co the phat hien ra cac hat neutrino trong khoang 3 gid ddng ho trudc khi co the rihin thay vu nd qua kinh thien van quang phd.

Bien phap k iem tra su tuong quan giiia cac hat neutrino va anh sang cd the nhin thay dupe la song song tien hanh quan sat va do khoang each nam anh sang giiia chiing. Nhung van de khd khan ve phan quang hpc ciia viec nay la ban phai nhin ve phia ben phai ciia bau trdi . Tuy nhien, day khong phai la van de khd ddi vdi viec quan sat neutrino. Do co cau tao hinh cau, thiet b i quan sat Kamiokande cd the ghi lai cac hat neutrino roi xuong trai dat t i i bat ky hudng nao. Nhung de nhin thay anh sang phat ra t i i vu nd, kinh thien van phai hudng chinh xac vao diem sang va vao diing thdi diem. Do vay, can phai ndi rang, co vo van diem can quan sat nhu the tren bau trdi .

Khong the cd du cac nha thien van chuyen nghiep theo ddi tat ca cac hien tuefng tren t rdi de, neu dupe, cd co hpi ghi lai vu nd nhu tren. Nhung cd den hang

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Mot the he cac nha san xuat moi

nghin nha thien van khong chuyen se rat vu i kh i dupe tit minh lam cong viec nay. Su: dung kinh thien van vol gia phai chang dupe ket no i vd i may t inh va k inh Dobsonia cd dp m d ong k inh kha rdng (binh thudng khoang 30cm) dupe lap trong lanh thien van dai khong qua 1,5m, cd bp cam bien h inh anh (CCD - Charged -coupled device) rat nhay cd the thu duoc nhieu anh sang hon mat ngudi, cac nha thien van khong chuyen hien nay cd the chup anh bau trdi tot hon cac nha thien van t h i ky trudc vdi nhiing lanh thien van to bang ca ngoi nha.

Ngudi dau tien nhin thay vu no sao bang (supernova) nam 1987 la mot nha quan sat cd t r inh dp cao hon dan khong chuyen nhung chua dat den t r i n h dp chuyen nghiep, ten la Ian Shelton, mot sinh vien cao hpc nghi hpc ghia chiing, lam bao ve tai dai quan sat d Andes (Chile) de cd co hpi diing chiec lanh thien van 60cm ciia dai quan sat vao khoang thdi gian trong khi cac giao su thien van khong sir dung chung. Mpt trong nhiing khoang thdi gian trong do la bud'i to i ngay 23 thang hai nam 1987 lpng gid. Dem do, Shelton quyet dinh s i i dung k inh thien van de theo ddi vu no' keo dai 3 gid dong ho ciia mpt trong so cac thien ha ciia Dam

May Sao Magellan Ldn.

Khi su kien xay ra, chinh xac la mpt ngoi sao each chiing ta 168 nghin nam va d khoang each 168 nghin nam anh sang da bien mat, mpt ngoi sao da nd d ria t inh van Tarantula. Tuy nhien, tU trai dat va n i quan sat ciia Shelton, vu nd trong giong nhu dang xay ra

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CAI DUOI DAI

ngay trudc mat: mpt quang sang dpt ngpt xuat hien cV mpt gdc cua dam may mac du trudc do khong co dau hieu gi xay ra. Shelton liec nhin cac anh chup 20 phut trudc kh i hudng ong lanh ra ngoai khoang khong va dupe tan mat chUng kien su kien nay. Chac chan, do la: vu no' sao bang dau tien con ngudi dupe chung kien tan mat ke tU nam 1604.

Moi lien quan ghia phat hien ciia Shelton va dai quan sat Kamiokande II la ca hai ciing nhan dupe dau hieu ve vu no ciing mpt luc. Dai quan sat neutrino phat hien ra vu no vao hoi 7h 35', con Shelton da quan sat thay mpt anh sang trang dau tien xuat hien vao khoang 10 gid GMT - chua day 3 tieng sau vu no neutrino. 6" chung muc nao do, hien tupng nay diing vdi ly thuyet. Tuy nhien, lieu hien tupng nay cd the dupe nhin thay sdm hPn khong, trudc kh i Shelton nhin thay?

May man thay, vao dem do, co hai nha thien van nghiep du cham chi khac ciing theo doi bau trdi bang k i n h th ien van khong chuyen nhd hon. Tai New Zealand, Albert Jones, mpt cuu chien binh da rung quan sat thien van hon 500 nghin lan, da co hudng quan sat tot vao chdm sao Tarantula Nebula vao luc 16h 30' gid GMT nhung nhu moi kh i ong khong nhin thay gi. Mpt nha quan sat nghiep d u khac, Robert McNaugh, chup anh dupe vu no' vao hoi lOh 30' gid UT d Uc, gdp phan khang dinh thdi diem vu no' ciia Shelton. Nhu vay, anh sang ciia vu no' den trai dat vao khoang tU 9h30' den lOh.

Do la dien bien ciia mpt trong nhUng kham pha vu

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Mot the he cac nha san xuat mdi

t ru v i dai nhat cua the ky XX. Hpc thuyet chu dao giai thich su van hanh ciia vu t ru da dupe chiing minh dua vao nhirng dong gop ciia nhirng ngudi khong chuyen d New Zealand va Uc, mot nha thien van nghiep du dang phan dau t rd thanh ngudi chuyen nghiep d Chile va cac giao su vat ly d My va Nhat Ban. Khi cac bao cao khoa hoc cuoi ciing tuyen bo kham pha nay ra toan the gidi, tat ca nhiing ngudi nay da ciing sd huu ban quyen.

Trong ban bao cao 2004, Demos, nhom nghien cUu ciia Anh, md ta hien tupng nay nhu mpt thoi khac quan trong hudng td i ky nguyen "Pro-Am" - cac chuyen gia va nha nghiep d u ciing lam viec chung: "Nghien cuu thien van hoc thudng do cac hpc vien 'nghien cuu khoa hoc ldn' dam nhiem. Nay, thien van hpc co the do cac nhom cong tac Pro-Am thuc hien. Nhieu nha nghien ciiu nghiep d u tiep nic t u dong lam viec va nhieu chuyen gia van ngoi i trong cac hpc vien nghien ciiu ciia hp. Nhung mang ludi nghien ciiu toan cau da xuat hien, ket noi cac chuyen gia va nhirng ngudi khong chuyen cd ciing sd thich lai vdi nhau, ciing t i m hieu cac v i sao chay sang, sao chd'i va cac hanh t inh nhd".

Trong cuon sach Nhin vao bong toi, de cap den rich si i nghien cUu thien van hien dai, tac gia Timothy Ferris, mpt nha thien van nghiep du, nhan xet: "Neu ai do chpn mpt ngay de coi la thdi diem nganh thien van hpc chuyen ddi tU h inh thUc lam viec gom cac chuyen gia t u minh quan sat vu t r u qua k inh thien van sang h inh thUc ket noi mang web toan cau ghia cac

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CAI DUOI DAI

chuyen gia va nhiing ngudi khong chuyen.... th i ngay do co the la 23 thang 2 nam 1987". Moi ngudi n i t ra ket luan rang: "Nganh thien van hoc dang nhanh chong t rd thanh mot nganh khoa hoc chiu su chi phoi ciia phong trao nguon md Pro-Am rdng ldn, ciing hoat dong ben canh mot so co quan nghien ciiu cd qui mo nhd gom cac chuyen gia thien van va vat ly thien the".

Cac cong nghe kha th i ciia phong trao Pro-Am trong thien van hoc chinh la ong lanh Dobsonia, bo cam bien hinh anh CCD va su xuat hien ciia Internet vdi vai tro la cong cu chia se thong t in . Cac cong cu nay da nang cao v i the ciia cac nha thien van nghiep du va lam tang anh hudng ciia ho d khap noi. Hon hai thap nien qua, thien van hpc da t rd thanh l ihh vUc dupe pho' bien hoa nhieu nhat trong nganh khoa hpc, rd rang mpt phan la nhd vai t rd quan trong ciia cac thanh vien khong

chuyen.

Co quan hang khong v i i t ru My-NASA thudng yeu cau cac nha thien van nghiep du nay theo ddi cac vi sao nhd nhat chnh cd the hudng tdi Trai dat, mpt nhiem vu quan sat dupe hen he qua t in nhan thu dien tU theo nhom duoc gpi la 'Danh sach dia chi thu dien n i hanh t inh nhd' do Richard Kowalski chii t r i . Ong la mpt ngudi boc xep hanh ly 42 tud'i, ban ngay lam viec tai Hang US Airways d Florida va bud'i to i t h i lam nha thien van. Mpt so ngudi trong 800 thanh vien nghiep du co ten trong danh sach se tham gia ghi chep nhung quan sat ciia hp chi de cho vui; nhung nhirng ngudi khac lai h i vong t rd thanh ngudi cd tieng tam bat hi i

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Mpt the h? cac nha san xuSt moi

kh i ho co mpt phat hien quan trpng. Dieu dang noi la khong ai trong so hp lam viec v i tien.

Thien van hpc la mpt l inn vuc t u nhien danh cho nguon nhan luc t inh nguyen vien. Trudc kia, van de nghien cUu bau t rd i ddi hoi ban phai nhin chinh xac vao diem sang va vao diing thdi diem de chiing kien nhung hien tupng mdi day an tupng, nhu vu no' ciia cac ngoi sao hoac cac v i t inh t i i . De chop dupe sU kien do, k inh thien van dat hay re khong phai la van de quan trpng, ma chii yeu la cd bao nhieu con mat dang ddi len bau t rd i vao tung thdi diem nhat dinh. Cac thanh vien nghiep d u da nhan sUc manh nhan luc ciia nganh thien van hpc len gap nhieu lan - va khong chi bang each nhin ngam cac ngoi sao n i manh san nha

hp.

SETRDhome ("Tim kiem thuc the thong minh ngoai trai dat") la mpt d u an khai thac nguon luc may t inh du thUa ciia hdn niia trieu may t inh ca nhan. Sau k h i thu thap cac khoang each thdi gian va cac thdi gian tieng dpng trang t i i khoang khong vu t ry , du an phan phoi cac dU lieu song phat thanh vien vpng thu dupe vao may t inh ciia cac t inh nguyen vien. Trong thdi gian hp khong si i dung may t inh, mpt man hinh chd dac biet dupe kich hoat. Trong kh i hien thi hinh anh vu tru, may t inh cung kiem tra chi tiet ning hinh anh thu thap dupe vdi muc dich xac dinh dau hieu bat ky cd the den h i thuc the thong minh ngoai trai dat. Vdi each chia se dU lieu cho may t i nh ciia cac t i nh nguyen vien, chUdng t r i nh cd the khao sat mpt khoi lupng t i n hieu

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CAI DUOI DAI

ldn hen gap nhieu lan; va tat ca nhung gi ma cac hoi vien can lam la tai mpt so phan mem ung dung xuong may t inh cua minh.

Mpt du an nguon m d khac lai nghien cuu hinh anh sao Hda. CO quan hang khong vu t ru My - NASA da dua len mang Internet cac bUc anh do cac tau vu tru Viking chup each day hang thap nien, yeu cau nhiing ngudi truy cap trang web ciia NASA nhan chupt vao tat ca cac ho mieng nui hia hp co the nhin thay tren bUc anh, phan loai chung thanh loai mdi (fresh), da tat (degraded) hay "ma" (ghost)/khong con dau vet. Thong thudng, day la mpt cong viec chan ngat ciia cac nha khoa hpc va cac sinh vien nhung phai ton hang thang, tham chi hang nam de hoan thanh. Tuy nhien, chi can ba thang, nhd cd cac t inh nguyen vien, du an "Mars Clickworkers" da xac dinh dupe hon 200 nghin ho mieng nui hia. Tinh trung binh tren toan bp nhiing cu nhap chupt nay, su dinh v i nghiep du co dp chinh xac gan nhu cac chuyen gia dia chat.

Trong phan mem "ma nguon md", mpi ngudi deu co the dong gdp cho mpt du an, tieu chi dupe dua ra la "vdi nhieu con mat theo doi, mpi Idi lap t r inh may t inh deu t rd nen binh thudng". Tuong tu, trong thien van hpc: vdi nhieu con mat theo doi, chiing ta se thay cac hanh t inh gan ten chung ta - va van con du thdi gian de lam mpt dieu gi do.

Tat nhien, phong trao Pro-Am ciing co nhUng diem han ch i . Phan ldn hp chi thu thap dU lieu, khong tao ra ly thuyet mdi ve vat ly thien the. Ddi khi , hp khong

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Mot the he cac nha san xult moi

the phan tich chinh xac du" lieu thu dupe. Tuy nhien, v i t r i a i a ho trong l inh vuc nay co ve chac chan. Trong tap chi Sky & Telescope, John Lankford, mpt ngudi nghien cUu lich sU khoa hpc, nhan xet ve vai tro a i a cac nha thien van nghiep du My: "Luon co mot su phan cong lao dong giUa nhung chuyen gia va ngudi khong chuyen. Nhung trong mong lai se kho co the phan biet dupe hai nhom ngudi nay".

P H 6 BIEN H O A CONG CU SAN X U A T

Dieu mdi me trong van de nay la hinh thUc thuc hien, chU khong han chi la khai niem. Thuc ra, Karl Marx cd the duoc coi la nha tien t r i dau tien a i a nen kinh te Pro-Am. Nhu Demos nhan xet "Trong cuon He tu tudng Ditc, dupe viet trong khoang thdi gian 1845-1847, Marx da cho rang t inh trang lao dong - b i ap bUc, bde lot va ep budc - se b i thay the bang hoat dong tut giac". Cuoi ciing, ong h i vong se cd luc "tr inh dp san xuat vat chat se mang lai thdi gian d u thUa de con ngudi cd the lam viec khac". Marx dua ra hinh thai xa hpi xa hpi chii nghia, trong do "...khong ai cd pham v i hoat dong rieng biet nhung moi ngudi cd the tham du vao bat ky l inh vUc nao minh muon... d i san vao buoi sang1 d i cau ca vao bud'i chieu, chan gia sue vao bud'i toi, tranh luan vdi nhau sau bUa toi , y nhu toi cd mpt y dinh ma khong nhat thiet phai t rd thanh thd san, ngu dan, ngudi chan gia sue hay nha phe binh".

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CAl DUOI DAI

Ke tuc quan diem ciia Marx, Pro-Am la mpt su sang tao ciia Nguon luc dau tien ciia Cai duoi ddi, sU pho bien cong cu san xuat.

NhUng tac dong ma chung ta chUng kien trong linh vuc thien van hoc cung co the thay trong nhieu linh vuc khac. Chang han nhu 40 nam trudc, dan ghi-ta dien va cac ban nhac nghiep du da gdp phan pho bien nhac nhe. Su xuat hien may vi t inh va cac cong cu san xuat dang gdp phan phd' bien phong thu thanh. Phan mem lap nhom nhac GarageBand ciia hang Apple, dUOc tang mien phi kh i mua may t inh Mac ciia hang, chao mdi ngudi sU dung may t inh vdi Idi gpi y "Hay thu lai bai hat hit tiep theo ciia ban" va cung cap cac cong cu de thuc hien viec thu thanh. TUOng ty, may quay video ky thuat so va bp phan mem hieu chinh dung cho may t inh (dupe tang mien phi kem vdi moi he dieu hanh Windows hoac vdi moi may t inh Mac) dang dat cong cu lam phim vao tay cac nha lam phim khong chuyen tai nha, von trudc kia chi danh cho nhUng nha lam ph im chuyen nghiep.

Tuy nhien, da xuat hien Idi nhan xet theo quan diem ciia chii nghia b inh quan. Mac du cac may photocopy la cong cu dau tien chUng to sU sai lam ciia tuyen bo "sUc manh ciia bao chi thupc ve nhUng ai sd hffu chung", nhung chinh cac blog mdi thuc sU phuc hung cac nha xuat ban nghiep du. Ngay nay, hang ngay co hang trieu ngudi xuat ban tac pham ciia minh cho so lupng dpc gia ldn hpn bat ky mpt hang truyen thong clunh thong nao cd the dat dupe. Nhung thU gop phan

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Mot th§ he cac nha san xuSt moi

phat trien blog lai chinh la cac cong cu dupe pho bien rpng rai: suf xuat hien ciia cac dich vu va phan mem re tien, don gian, tao dieu kien cho viec xuat ban tren mang t rd nen d i dang va ai cung co the lam dupe.

TUPng tU vol viec i n an va hieu chinh anh bang may tinh, cac game video khuyen khich ngudi choi sang tao va co cac t r inh dp choi khac nhau ciia chinh hp, va xuat ban sach i n theo yeu cau. Vai thap nien trudc, ngudi b inh thudng chung ta hau nhu khong the lam dupe cac bp ph im hit v i hai ly do: (1) chung ta khong co cac cong cu lam ph im can thiet, va (2) chung ta khong cd du nang luc. Ngay nay, chi con mpt ly do cho van de nay - va tham chi ly do nay cung khong chac chan nhu nhung ly do tren. Hollywood, vdi tat ca hieu Ung ky thuat ddi hdi ciia nd, khong the t i m ra mpt nha lam p h i m v i dai t iem an nao tren trai dat nay. Cong nghe re tien va pho bien cd the lam tot hon ca mot nha san xuat ph im tai gidi. Ngay trudc nang luc tao ra cong cu san xuat, con bay gid th i ngUdc lai.

Tac dpng ciia tat ca hien tupng nay la chung ta dang bat dau thay ddi tU nhiing ngudi tieu diing thu dpng thanh nhung nha san xuat chii dpng. Va chung ta lam vi chung ta yeu thich cong viec do (tU "nghiep d u -amateur" bat nguon tU danh tU Latin amator, "ngudi yeu", va tU dpng tU amare, "yeu"). Ban cd the thay

nhirng ngudi nghiep d u d quanh ban - d pham v i nay cac blog nghiep d u dang cd ciing mdi quan tam vdi dong truyen thong chii dao, cac ban nhac nho dang phat hanh am nhac tren mang tren Internet ma khong

12)

CAl DUOI DAl

can phai la ban nhac co ten nidi, tiep theo, ngudi tieu dung dang thong t r i viec danh gia, nhan xet tren mang. Hinh thUc mac dinh cua qua t r inh san xuat da chuyen n i "Gianh quyen dupe lam" sang "Cai gi ngan ban lai?"

Tac gia Doc Searl goi do la su thay ddi, tir "chu nghia tieu dung" sang "chu nghia san xuat" nang dong:

"Nen kinh te tieu dung" la mot he thong do nha san xuat chi phoi, trong do ngudi tieu diing khong la gi khac hon nhirng nguon nang luong chuyen hoa "hang hoa" thanh tien. Do la ket qua hoan toan sai lech ve sue manh tuyet ddi ciia nha san xuat ddi vdi ngudi tieu dung ke tu khi nha san xuat gianh thing loi trong Cuoc each mang cong nghiep.

Hang Apple da dem lai cho ngudi tieu dung cong cu bien hp thanh nha san xuat. ThUc tien nay dang thay ddi tan gdc ca thi trudng va nen kinh te phat trien dua tren thi trudng.

Toi co the nhan thay thuc tien nay n i chinh nhiing dtia con nho ciia minh, nhirng ngudi, nhu toi dang viet day, dang tham gia vao cong nghe lam phim machinima - nhUng bp phim hoat hinh ngan tren may tinh dupe dung bang phan mem game video. Sii dpng cac cong cu hien thi khong gian ba chieu ciia game nhu Halo 3 hay Sims bang true quan, cac dao d i i n machinima chi

can viet mpt kich ban, kiem soat cac nhan vat va noi Idi

thuyet minh. NhUng thU khac - dung canh, quay phim va cac mo hinh phuong tien giao thong - dupe thuc hien bang phan mem ciia game. Dieu nay giong nhu cd ca

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Mpt the he cac nha san xuat moi

mpt hang phim Pixar mini trong m6i thiet b i game video Xbox hay trong may tinh.

Phan ung dau tien ciia bon tre la xem va thuong thiic cac bp ph im machinima nhu mpt hinh thiic giai t r i . Phan ling tiep theo la the hien su to mo muon biet each lam cac bp ph im nay nhu the nao. Va cuoi ciing, bon tre hoi xem chiing co the t u lam bp ph im nhu the khong. (Tat nhien, cau t ra Id i la co the). Cai ma macWnima thieu do la su trau chuot ciia mpt bp phim Hollywood, nhung the manh ciia no chinh la cam hiing sang tao. Mpt the he dang ldn len va chiing kien mpi ngudi giong nhu minh tao ra nhUng san pham sang tao an tupng. Dieu do khong the khong tao an tupng.

Dieu khien ta nghi den "thien tai" khi xem mpt bp phim hay nghe mpt ban nhac - do la do nhiing ngudi

the hien cd thuc tai va bp may lang xe da gan ket hp vol tac pham nghe thuat vd song ma chiing ta ca ngpi. Tuy nhien, mot khi chiing ta biet rd cac van de hau trudng, chung ta bat dau nhan ra rang chung ta cung

co the t rd thanh thien tai. Do la khi cac cong cu san xuat deu ro rang va truyen cam hung sang tao cho chiing

ta. Khi cong chiing hieu cong viec do tuyet vdi nhu the

nao, hp cang chac chan muon t u minh lam dupe.

Ngay nay, hang trieu ngudi dan b inh thudng da co

cong cu san xuat va mau hinh vai dien, giup hp t rd

thanh nha san xuat nghiep du. Mpt vai ngudi ciing se

cd tai nang va tr ien vong. Vi phuong thUc san xuat da

pho' bien rpng rai va cd nhieu ngudi biet each si i dung,

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CAI DUOI DAI

cho nen nhung ngudi co tai nang va trien vong, cho du chi la mot bo phan nho trong vo van con ngudi, deu co the t rd thanh ngudn luc dang dUOc coi trong. Khong nen ngac nhien neu mot so tac pham nghe thuat cd t inh sang tao va anh hudng ldn nhat trong vai thap nien to i lai la san pham cua nhung ngudi co sd thich rieng thuoc tang ldp Pro-Am, ma khong phai t i i nhiing tang ldp truyen thong trong the gidi thuong mai. Tac dong cua sU thay ddi nay la Cai duoi ddi se dUOc phd bien vol tdc do chUa Uing thay.

HIEN TUONG WIKIPEDIA

Thang 1 nam 2001, mot thuong gia giau co ten la Jimmy Wales da bat dau xay dung mot t u dien true truyen do so theo mot each thUc hoan toan mdi - bang each ghi lai kien thUc chung ciia hang trieu chuyen gia nghiep du, ban chuyen nghiep va ca cong chung -nhUng ngudi cho rang ho cd hieu biet ve mot l inh vuc nao do. TU dien nay se phuc vu mien phi cho tat ca moi ngudi va dupe xay dung khong phai bang cac chuyen gia va ngudi bien tap duoc tra cong, ma bang nhiing ai muon dong gop xay dung tU dien. 6ng Wales bat dau vdi mot chuc n i dinh trudc va Ung dung phan mem cd ten goi Wiki (ten goi cd gdc gac tU Hawaii co nghia la "nhanh") cho phep bat ky ai su" dung web ding cd the vao trang nay va bien t | p , xda bd hay bd sung cho nhirng thU dang cd trong trang web. Muc tieu ciia

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Mpt the he cac nha san xuat moi

ong khong gi hon ngoai viec xay dung mot kho kien thiic canh tranh vol t h i i vien cd khong 16 d Alexandria.

Y tuong tren thiic s i i gay tranh cai.

Trudc het, day khong phai la each thiic thong thudng khi xay dung mot cuon bach khoa. Thong thudng, viec tap hop kien thUc cd can cU chinh xac la cong doan dau tien do cac hpc gia thuc hien. Ban dau, chi co mpt sd nha thong thai don dpc dam diing ra t h i i lam mpt viec tudng nhu khong the lam dupe. Trong thdi cd dai Hi Lap, mpt minh Aristotle da ghi lai tat ca kien thUc cd trong thdi dai ciia ong. 400 nam sau, nha quy toe La ma Pliny da lap nen mot bp sach gom 37 tap ghi lai kien thUc ciia thoi do. Hpc gia Trung Quoc Do Hun 1

da n i viet mot cuon bach khoa trong the ky thU 9. Va trong the ky 17, Diderot va mpt vai ngudi ban than (gom ca Voltaire va Russeau) da mat 29 nam de lam nen bo Bach khoa hay Tit dien gidi nghia Khoa hoc, Nghe thuat vd Nghe nghiep.

Cong viec mang t inh ca the da dan phat trien thanh cong viec ciia mpt nhom, nhat la sau Cach mang Cong nghiep. Cuoi the ky 18, mpt vai nhan vat ngudi Scot trong Ky nguyen Khai m inh da ap dung cac nguyen tac san xuat cong nghiep ve quan ly khoa hpc va lanh nghiem day chuyen lap rap de tao thanh mpt cuon bach khoa chua tting cd tren the gidi. Cuon bach khoa toan t h u Encyclopaedia Britannica tai ban lan thU ba,

1 Tu Yu hay Du You (735-812), hoc gia, te tuting doi Difong, viet bp Thong dien.

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CAl DUOI DAI

xuat ban trong thdi gian 1788 -1797, da len den tam tap, cong them 2 tap phu luc, tong cong 16 nghin trang. Cac nhom chuyen gia duoc tuyen chon ky luong da viet cac n i ngu" mang t inh hoc thuat dudl su chi dao cua mot ngudi quan ly, sap xep theo mot ke hoach cong viec cu the.

Con ngay nay, Wales da dUa ra each thUc lam n i dien thU ba: tap hdp md. Thay v i dua vao mot ngudi that thong thai hay mot nhom ngudi thong thai cd chpn IQC, Wikipedia da thu hut hang chuc nghin ngudi ciia tat ca cac tang ldp - n i nhiing chuyen gia thuc su cho den nhUng ngudi quan tam truy cap trang web - vdi vo s6 ngudi quan ly t u nguyen tiep nhan cac dU lieu muc n i va theo ddi sU tien trien ciia no. Theo thong ke ve cuon bach khoa ciia Wales, Wikipedia cd 50 nghin thanh vien t u nguyen.

Nha van Daniel Pink nhan xet: "Thay v i cd sU xac dinh tac gia rd rang, Wikipedia dua vao su phi tap trung hoa va t u to' chUc; nguon t u lieu md dudi hinh thuc thuan niy nhat. Hau het cac cuon bach khoa deu lac hau ngay thdi diem cuon sach dupe i n ra. Tuy nhien, su dung phan mem Wiki va vol mot so cong cu tro giup, ban cd dupe mot san pham t u bien tap va hau nhu luon song dong. Mot md hinh san xuat khac dang tao ra mot san pham de thay ddi, nhanh chong, on dinh

va khong mat tien".

Vao nam 2001, quan diem nay dudng nhu la phi ly. Nhung den nam 2005, id i lorih doanh khong Idi lai nay da tao nen mot cuon n i dien bach khoa ldn nhat the

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Mot the he cac nha san xuat moi

gidi. Ngay nay, Wikipedia cung cap horn 2 trieu n i muc tieng A n h - so voi 120 nghin n i (65 nghin theo ban in) ciia cuon Britannica va 60 nghin n i ciia Encarta -dUOc hon 75 nghin ngudi gop siic tao nen. Neu cong them phan ban sao n i dien bang hon mpt t ram ngon ngu" khac, ke ca Quoc te ngu1 va ngon ngti ciia nguoi Kurd, tong cong so n i a ia Wikipedia phai len d i n 5,3 trieu n i .

Neu ban muon dong gop cho Wikipedia, tat ca nhiing dieu ban can chi la truy cap Internet: dudi moi n i muc deii cd mpt nut bam "sua ddi trang nay" cho phep ngudi sU dung tham gia chinh sUa npi dung bai viet. Moi ngudi trong chiing ta la mot chuyen gia v i van de nao do va cai hay ciia Wikipedia la khong cd mot van de gi qua hep den mUc khong the bd sung them bai viet. Dieu nay hoan toan ngupc han vdi n i dien Britannica. Neu ban m d cuon n i dien bach khoa v i dai nay va khong t im thay n i muc ve van de ban muon tham khao hoac chi t i m thay n i muc giai thich chua day di i , ban chang the lam dupe gi ngoai cam giac hue minh hoac viet mpt la thu gdp y cho nha bien tap (va khong hy vong se nhan dupe thu hoi am). Nhung vdi Wikipedia, ban co the t u minh an dinh hoac tao ra n i muc do. Thay ddi n i cam giac tUc gian thu dpng sang tham gia tich cue la ca mpt su khac biet ldn. Mpi ngudi thudng phan nan ve tU dien trudc day la khong cho phep sUa lai mpt Idi ndi dua ve thdi tiet, th i nay ban co the lam

dUdc viec gi do.

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CAI DUOI DAI

THOI DAI XAC SUAT

Thuc te cho thay hau het cac tut muc dau vao ciia Wikipedia "khong co can ci l chinh xac". Dieu nay co the hieu la: thuc trang cac tU muc ciia Wikipedia khong phai luc nao ciing chinh xac. Tat nhien, do la dieu khong the tranh duoc k h i ai ciing co the bd sung vao cac tU muc nay. Khac vol cuon tU dien Britannica, moi tU muc deu duoc cac giao su day trach nhiem lua chon, kiem tra va xay dung, con tU muc ciia Wikipedia ddn gian xuat hien, dupe hoan thanh tU luc khong co gi nhd su ky dieu ciia nut bam "SUa ddi trang nay".

Cuoi nam 2005, John Seigenthaler Sr. da viet mpt bai binh luan tren td Nude My Ngay nay (USA Today) ve muc tU trong Wikipedia noi ve ong, muc tU bat dau vol:

John Seigenthaler Sr. la trp ly ciia Bp truoing TU phap Robert Kennedy vao dau nhung nam 60. Trong mot thoi gian ngan, ong bi coi la da co lien quan true tiep toi cac vu am sat anh em nha Kennedy, ca John Kennedy va ngudi em Bobby Kennedy. Chua co bang chung chung minh dieu nay.

Ngoai phan de cap ong la trp ly ciia Robert Kennedy trong thap nien 60, ro rang cac phan thong t in khac ciia muc t i i deu sai su that va vu khong. Seigenthaler da goi cho Wales va yeu cau xoa muc tU nay (mac du ong ta co the t u minh lam viec nay), nhung sau do ong viet bai ve su kien nay, khuay len mpt cupc tranh cai tren toan quoc ve dp t i n cay ciia Wikipedia, va van de nay hien van con nong hdi .

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Mpt the he cac nha san xuk mdi

Cau tra 161 khong don gian la co hay khong, bdl v i xet tren tung phan nho, ban chat noi dung do ngudi suf dung tao ra la mot md hon don va khong chac chan, chiing ta thudng thay dieu nay d cap do v i md, nhung nhin tren pham vi tong the, Wikipedia la mot sU thanh cong dang k inh ngac Can phai hieu dieu nay.

Giong nhu Google va t r i tue chung ciia hang trieu blog khac, Wikipedia hoat dong dua tren logic ky la ciia cac thong so xac suat - thien ve kha nang cd the hon la su chac chan. Nhung t r i dc ciia chung ta khong sac sao lam trong l inh vuc khoa hoc thong ke va xac suat. Chiing ta muon biet tU muc dua vao tU dien bach khoa diing hay sai. Chung ta cung muon b i l t Ueu cd mot ban tay thong minh nao (ly tudng nhat la mot ngudi) hudng dan cac k i t qua ciia Google. Chiing ta mudn t in tudng vao nhiing cai chung ta dpc dupe.

Khi cac chuyen gia - bien tap vien, phong vien, hpc gia - thuc hien cong viec nay, it nhat chiing ta biet rang co ai do lam cong viec kiem soat dp cliinh xac ciia thong t in. Nhung nay chiing ta ngay cang dUa nhieu vao nhiing he thong ma khong ai chiu trach nhiem quan ly; t r i tue don gian la ket qua " t u phat sinh", ndi each khac la dudng nhu nd xuat hi£n dong thdi vol qua tr inh tinh toan so lieu. Cac he thong xac suat khong phai la hoan hao, nhung chiing dem lai su chinh xac trong mpt khoang thdi gian va vdi so lupng d i i ldn. Chiing dupe thiet k l cd "quy md", hoac cd the nang cap kich cd. Va mpt sai sot du nhd ciing gay ra cai gia phai tra cho

t inh hieu qua ciia ca quy md td'ng the.

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CAI DUOI DAI

Nhung nhung sai sot nay co anh hudng nhu the nao?

Dieu do that kho khan. Moi ngudi kho co the bo qua. Van co ly do de chung ta tiep tuc tranh cai ve hoc thuyet cua Darwin. Vay tai sao cuon sach Tri tue tap the cua James Surowjecki viet ve thuyet ban tay vo hinh cua Adam Smith va t i m hieu xem nhom da so co thong minh hon nhom thieu so hay khong, van tiep tuc hap dan (va tiep tuc dupe mpi ngudi t i m doc) sau hon 200 nam ke tU khi nhan vat ngudi Scot nay qua doi. Ca nen kinh te thi trudng va he tien hoa deu la nhung he thong xac suat, von khac vol t r i 6c a ia dpng vat co vu nhu chung ta. Tren thuc te, viec nhung nhan vat uyen bac da nhan biet va sU dung su hieu biet aia minh de xay dung nen tang co ban cho nen kinh te hien dai aia chung ta, tU thi trudng chung khoan cho den Google, chinh la bang chUng cho thay phan mem t r i tu? (kien thUc chung a ia chiing ta) da phat trien nhanh hdn phan ciing (he thong than kinh a ia chiing ta).

Cac h? thong dua tren xac suat, nhu ngon tU ciia nha van Kevin Kelly, dang "khong the kiem soat dupe". Cuon sach gay anh hudng ldn ngay tU ten gpi a ia ong da nghien ciiu tat ca cac bang chUng, nhu van de dan chii, viec lam thu nhoi bong, trat t u dudng nhu xuat hien n i t inh trang ldn xpn, tU hudng dao chieu co the ciia entropy 1 . Cuon sach da xuat ban each day chuc

' Trong linh vuc vat ly hoc, entropy la so do mire do hon loan ciia mot he nhieu doi tupng. Entropy cang cao thi he cang hon loan, ngupc lai entropy thap thi cac doi ttforig dong deu ve mot tinh chat nao do.

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Mot th§ he cac nha san xuiit moi

nam va hang thap nien qua chiing ta van ngac nhien ve noi dung sau sac ciia cuon sach. Nhung do la sU that.

Lieu Wikipedia co "dang t in cay" ? Vay do, cau tra 161 la khong. Nhutig thuc sU co phai the khong ? Cuon bach khoa Britannica dupe kiem duyet bdl mpt nhom tham dinh nho hon, vd i t r inh dp hpc van trung binh cao hon. Chac chan, cuon tU dien nay co (neu cd) i t thU bia dat hoac vd gia t r i hon Wikipedia. NhUng cung khong cd nghia la cuon sach khong co sai sot nao; tren thuc te, mpt cupc nghien cUu do tap chi khoa hoc Nature t ien hanh nam 2005 cho thay trong 42 muc tU ve chii de khoa hpc, Wikipedia cd trung binh bon loi trong moi muc tU, va Britannica cd ba loi . Ngay sau khi bai bao td'ng ket nay dupe tung ra, cac muc tU ciia Wikipedia da dupe chinh sua, con cuon Britannica phai chd den lan tai ban tiep theo mdi sUa dupe.

NhUng loi ldn nhat ciia cuon bach khoa Britannica la loi bd sot, chU khong phai loi trach nhi£m. Cuon sach de cap sd sai trong mpt so pham t n i va cd thong t in lac hau trong nhieu pham t n i khac. Cd hang trieu muc tU don gian khong - va khong the co trong til dien nay - neu t inh den each thUc bien tap tU dien. Nhung Wikipedia cd thexxl thay dd'i quy md de bd' sung them nhUng muc tU mdi va nhieu muc tU xuat hien sau nay.

Do do Wikipedia dupe cap nhat lien tuc.

Uii the ciia cac he thong xac suat do la chiing hudng lpi tU t r i tue ciia tap the, vd vay cd the dat quy md ca chieu rpng va chieu sau. Nhung vd he thong do dupe

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CAI DUOI DAI

hoan thanh bang each hy sinh su1 chac chan tuyet doi ve mat v i mo, nen ban can nghi ngd ket qua cua no. Wikipedia co the la nguon thong t in tham khao dau tien, nhUng khong phai la cuoi cung. Do co the la mot trang khai thac thong tin, nhUng khong phai la nguon cung cap su that cuoi ciing.

Cac blog ciing vay, khong mot blog nao chuan xac hoan toan. The gidi blog la mot dang Cai duoi ddi, va luon co sai lam trong viec khai q u i t hoa chat lupng hoac ban chat noi dung trong Cai duoi ddi. Nhung cac blog noi chung dang cluing to tac dpng ciia no khong thua kem cac dong truyen thong chii dao. Ban chi can dpc blog nhieu hon trudc k h i dua ra quyet dinh.

Tuong tu, trang Google cd ve vUa thong thai vUa kho hieu. Google co the tao ra cac mdi lien ket ma ban va toi co the khong lam dupe, v i cac moi lien ket nay xuat hien tU toan hpc mpt each t y nhien vdi quy mo chiing ta khong the hieu thau dao dupe. Google la cong ty dau tien dupe sinh ra vdi su thong thai khac thudng ciia cac con so thong ke "quy md ldn" ciia trang Web dupe kiem soat bang vi mach dien tU. Vi the cong ty rat thanh cong, va dudng nhu khong ngUng phat trien.

Tac gia Paul Graham cho rang:

Ve ban chat, trang Web dang di theo mpt khuynh hucttig nhat dinh va Google dang g i n vdi khuynh hudng do. Vi the, su thanh cong cua hp dudng nhu khong mat nhieu cong sUc. Tuy nhien, Google dang chpn each chong choi vdi song gio, chU khong chiu ngoi hudng

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Mot the h? cac nha san xuiit mdi

song yen be lang va nguyen cau cho mo hinh kinh doanh ciia no giong nhu bao in, hoac co gang thuan theo chieu gio bang each chieu theo khach hang, nhu Microsoft va cac thuong hieu co tieng khac. Google khong no luc de thiic ep su vat dien ra theo each ciia no. Google t im each xac dinh dieu gi sap dien ra va chuan bi san sang de don nhan.

Suy cho ciing, trang Web nay la mot nha tap hop nhung t u duy khac nhau tren thi truong va chiu su chi ph6i ciia quy luat so dong. Graham coi tam diem ciia van de la su ket noi cac con so thong ke co hoc, mot each giai thich logic duy nhat ve he thong rong 16n nay. Co le mot ngay nao do chiing ta cung dat dupe nhu vay.

SUC M A N H CUA SAN X U A T NGANG H A N G

Nhin chung, co the noi Wikipedia la ni dien bach khoa tot nhat the gioi: do sp hon, cap nhat hpn va co nhieu dan chiing thuc te sau sac hon ca cuon Britannica. NhUng chat lupng a cap dp tiing muc n i dPn le rat khac nhau Ben canh cac bai viet uyen bac dang ne, Wikipedia van con nhieu hat "san" (cac muc n i trong) va tham chi

ca nhiing thU tap nham tii phat sinh.

Trong cac n i muc pho thong vol sU theo doi ciia hang ngan con mat, Wikipedia the hien su chong cu quyet U?t doi vol nhirng quan diem va hanh dpng pha hoai. Mpt nghien cuu ciia IBM cho thay de siia chUa sai sot doi vo l cac muc tii thong dung ciia Wikipedia n h u

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CAl DUOI DAI

"Islam" chi can chua den 4 phut. Viec do khong phai do mpt bien tap vien chuyen nghiep thuc hien. Don gian, do la cong viec dupe thuc hien bdi mpt nhom tac gia nao do gom ca chuyen nghiep va nghiep du (Pro-Am). Ngupc lai tat ca du doan, he thong nay van hoat dong to t . Ciing v d i qua t r i n h t rudng thanh ciia Wikipedia, dac t inh t u chinh sua nhanh chong se lan sang nhieu muc n i khac.

Van de d day la khong pha i m p i tU muc ciia Wikipedia deu cd van de, nhung toan bo cuon tit dien dien n i nay lai co t inh sai sd. Ban cd the t im thay mpt tU muc rieng biet, cliinh xac, cap nhat tren bat ky linh vuc nao tren Wikipedia, tham chi ca kh i rung n i muc khong han da hoan hao.

N d i each khac, gia sir chat l u o n g ciia cuon Britannica dat n i 5 den 9 diem, trung binh la 7 diem, th i chat lupng ciia Wikipedia chay n i 0 den 10 diem, vdi diem trung binh la 5. Nhung vdi so lupng tU nhieu gap mudi lan cuon Britannica, CO hpi ban chpn dupe n i mpc tren Wikipedia phu hpp vdi chii de ban can tham

khao van ldn hon.

Dieu dac biet thuc su ciia Wikipedia la cuon n i dien dien n i nay dupe cap nhat hen tuc, nhu mpt thuc the song n i chUa lanh ban than vdi mpt dpi quan cham sdc khong lo va khong ngiing phat trien hoat dpng giong mpt he thong mien dich, than trpng va nhanh chong dap tra nhiing hien tupng de dpa cau tnic he thong. Giong nhu mpt he sinh thai, Wikipedia luon phat trien, lua chpn nhUng dac t inh giup cho Wikipedia vUpt

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Mot the he cac nha san xuat mdi

qua benh tat phat sinh trong he thong va ch6ng lai su de doa t i i ben ngoai.

Cach thUc lam t i i dien truyen thong - cac chuyen gia bien tap, cac hoc gia viet bai, va kiem tra cheo - nham dat duoc su hoan hao cho cuon tU dien, tuy i t kh i dat dupe su hoan hao, nhung muc tieu hudng toi su chinh xac va ro rang luon dupe quan tam va chu trpng. Song ciing v i the ma qua t r inh lam t i i dien nhu the ton rat nhieu theft gian va tien cua. Hau het cac san pham ciia nganh xuat ban chuyen nghiep deu nhu vay: thuc te chiing ta ky vong mot cuon sach dupe in hai mat diing nhu du kien va se khong co loi chinh ta nao. Do la diem quy chuan chat luong, la thudc do cuon sach dat yeu cau hay khong.

Mac du, vol cac he thong xac suat, chi co mpt mUc dp sai so, do la: mpt so se t r d thanh tuyet vdi, mpt so khac se d mUc vUa phai, va mpt so se hoan toan khong dat. Do don gian la ban chat ciia su vat. Sai lam ciia rat nhieu Idi chi t r ich Wikipedia do la hp da ky vong khac di . Wikipedia don gian la mpt loai n i dien song khac vol Britannica. Do la mpt cong dong song, hon la mpt tai l ieu tham khao bat bien.

Su ky dieu thuc su ciia Wikipedia la d cho nd m d rpng cho nhiing ngudi si i dung nghiep du tham gia bien tap va dong gdp y kien ma khong b j ro i vao t inh trang hon loan. Ngupc lai, Wikipedia cd le la mpt cuon bach khoa t u to chUc hoan chinh nhat trong l ich sii. Dao ngupc chieu m u i ten ciia entropy, Jimmy Wales da tao chat xuc tac bang viec dua ra mpt so n i muc thiet yeu va

135

CAI DUOI DAI

co che cho ngudi khac bd sung noi dung t i i muc. Viec lam do thuc su da tao ra mot trat t u tU sU hon loan.

Ket qua la chung ta co duoc mot hinh thUc tU dien bach khoa hoan toan khac: khong b i gidi han ve khong gian va qui ttinh san xuat. Wikipedia cho phep tat ca cac tU muc cd the co ciia bat ky mot t u Lieu tham khao nao tren the gidi va ca hang chuc ngan tU muc chua du t inh trudc deu cd the duoc dua vao Wikipedia, tU cac bai viet chuyen sau tren nhieu l inh vuc da dude dang trong sach nhu co hoc luong t i i den tieu sii ciia cac nghe si hai. Hay ndi each khac, Wikipedia cd tat ca, t i i nhirng san pham hit den mot sd ldn san pham ngach.

Hinh thUc cd dien ciia t i i dien bach khoa la mot tap hop cac thuat ngU van tU ciia nha thd. Cac quy chuan co ban trong do phai duoc chinh quyen cong nhan. Do vay, cd nhieu tU muc khac b i luoc bdt kh i cac linh muc ciia Britannica ket luan la "khong thich hop". Ngupc lai, Wikipedia tiep tuc md rdng sd luong n i .

Ve diem nay, ban cd the coi Wikipedia gidng nhu mot do th i am nhac Rhapsody. Cd khoang 1 nghin n i muc phd thong nhat thudng thay trong bat ky cuon n i dien bach khoa nao: Julius Caesar, Chien tranh The gidi thU 2, thong ke hoc, v.v.. NhUng n i nay gidng nhu nhUng bai hat hit. Ldi giai nghia ciia nhUng n i nay trong Wikipedia cd the canh tranh vdi nhiing chuyen gia hang dau, nhiing ngudi viet nen nhiing n i muc dang t in cay va trau chudt de giai thich hien thuc mot each de hieu va uyen bac. Uu the chinh ciia n i dien t y tao Wikipedia ddi vol cac n i muc loai nay la kha nang cap nhat, khong

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Mot the he cac nha san xuat moi

han che do dai noi dung giai thich va co cac hieu ling hinh anh ho tro' (nhu tranh anh hoac do thi), co cac dudng k i t noi da dang vol cac t u lieu bd sung, va co the, co ca nhung gia thuyet va lap luan dupe tr inh bay tot hon.

0" giUa do t h i , tU doan tU muc thU 1000, no i Britannica ket thuc, toi doan n i muc thU 80 nghin la nhUng chi i de d ien hep hon: Thu thuat Caesar, Okinawa, phan t ich ho i quy v.v... 6" day, mo h inh Wikipedia bat dau tang sUc canh tranh v i mat hpc thuat chuyen nghiep. Vol quan niem khong gian khong han che, viec giai thich n i muc ciia Wikipedia co xu hudng dai hon va hoan chinh hon. Trong khi trung binh dp dai noi dung giai thich n i muc ciia Britannica khoang 678 tii/tii muc, t h i 200 nghin n i muc ciia Wikipedia (ldn bang 2 cuon Britannica cong lai) cd dung lupng npi dung giai thich dai hPn. Ben canh do, vdi Uu the ldn la dupe k i t ndi vdi ben ngoai va thong t in luon cap nhat, Wikipedia t r d thanh mpt diem khdi dau cho qua t r inh nghien ciiu ky hon.

T i i p d i n la Phan duoi, n i n i muc thU 80 nghin d i n 1 trieu. Wikipedia cd nhiing n i muc ma cac cuon tii dien bach khoa khong cd. Cac tii rmic nay ve nhieu chii de - mat ma Caesar, t hu rac dong, he so tuong hen v i t r i ciia Spear - dupe x i p theo thU tii tii nhUng tii muc tot nhat trong Wikipedia (dupe cac chuyen gia chuyen sau viet) cho d i n nhung tii muc toi nhat ( t i i tao, xep hang, va nhung t rd dua). Mac du cd nhieu ngudi chi tr ich cac muc tii to i nhat ciia Wikipedia, song u u diem quan

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CAI DUOI DAI

trong thnc su; cua Phan duoi ciia Wikipedia khong co bat ky cuon n i dien nao de cap d§n nhiing n i nhu vay. TU nhUng nganh khoa hoc co ban cho den t inh hinh chinh t r i dupe cap nhat tUng phut, Wikipedia dat den do ma cac tii dien khac - von b i han che do in tren giay hay dia DVD - kho co the lam dupe. Cuon tii dien Britannica khong (chua) co tii muc ve hien tupng Cai duoi ddi, nhung trong Wikipedia, n i muc nay khong chi dupe giai thich tot va sau sac, ma con co dp dai 1500 tii (khong phai do toi viet!).

Cac tac gia ciia Wikipedia co xu huong tham gia mpt each nhiet t inh, n i do va muon gop phan nang cao t r inh dp hieu biet ciia cong chung ve l inh vuc ma hp hieu biet va yeu thich. Hp la mpt cong dong chi trong quang thdi gian 5 nam ngan ngii i da Ion gap nghin lan ban dau vdi su gdp mat ciia nhiing tac gia nghiep du duoc quyen sU dung cac cong cu lam tii dien mdi, don gian, dupe pho bien rpng rai: mpt t r inh duyet Web va mpt dau noi Internet.

Day la the gidi ciia "san xuat ngang hang" vdi viec Internet da gdp phan lam nen hien tiidng t inh nguyen va nghiep du rdng khap. Chung ta dang d trong buoi binh minh ciia mpt thdi dai ma d do, hau het cac nha san xuat tren bat ky l inh vuc nao ciing lam viec khong luong, va diem khac biet chinh giUa hp va nhung nha san xuat chuyen nghiep don gian chi la khoang each "ngay cang ngan" ve nguon t u lieu danh cho hp de md rpng tham vong trong cong viec. Khi cac cong cu san xuat t r d nen pho bien cho tat ca mpi ngudi, bat ky ai ciing cd the t rd thanh nha san xuat.

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Mot the he cac nha san xuat moi

NEN K I N H TE D U A TREN UY T I N

Tai sao hp lai lam dieu do? Tai sao ai do tao ra mot vat co gia t r i (tu1 mpt tir muc trong tuc dien bach khoa cho den viec theo doi thien van hoc) ma khong can phai co ke hoach k inh doanh hay tham chi co hy vong dupe tra cong? Cau hoi nay la chia khoa de hieu ve Cai duoi ddi, mpt phan la co qua nhieu san pham tren do th i dudng cong ciia cai dudi khong phai ngay kh i ra ddi da cd muc dich thuong mai. Quan trong hon, cau hoi nay t rd thanh van de dang quan tam bdi v i no chinh la bang chiing tiep theo cho thay chiing ta can t u duy lai cac th i trudng. Dpng luc de san xuat cac san pham d phan dudi khong giong vdi phan dau ciia dudng cong. Mot md h inh lanh te khong the phu hpp vdi t i t ca. Ban co the t u duy ve dudng cong Cai dudi ddi rang nd dupe bat d l u bang nguyen ly ciia mpt nen k inh te tien te t r u y i n thong va ket thuc vol nguyen ly ciia mpt nen lanh te ph i tien te. GiUa hai phan nay la kieu pha trpn ciia ca hai nen k inh te ndi tren.

Tai phan dau, cac san pham cd lp i nhuan theo quy luat t inh toan k inh doanh vol cac kenh phan phoi th i trudng rpng ldn, day uy luc song cd chi ph i cao. Do la pham v i ciia cac nha chuyen nghiep va chiing nao hp con yeu thich nhi ing gi hp dang lam, th i do ciing la cong viec. Chi ph i san xuat va phan phoi qua cao cd the khien lanh te hpc kem sang tao. Dong tien da chi phoi qua t r i nh n i san xuat den k inh doanh.

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CAI DUOI DAI

Xuong phan duoi, noi chi phi san xuat va phan phoi d mUc thap (nhd sue manh ciia qua tr inh pho bien hoa cac cong nghe ky thuat so), muc tieu k i n h doanh thudng diing d v i t r i t h i i yeu. Thay vao do, con ngudi sang tao v i hang loat nhiing ly do khac - muon the hien, cho vui, thU nghiem... Ly do de ban co the goi do la mot bd phan cau thanh ciia nen lt inh te chinh la do mot nhan to quan trong khong kem dong tien -danh tieng. Dupe danh gia bang sUc thu hut ciia mpt san pham doi vdi cong chiing tieu diing, danh tieng cd the bien thanh nhung thU co gia t r i khac: viec lam, sd hUu, khan gia va nhiing Idi mdi chao sinh Idi.

T i m Wu, Giao su lua t hoc ciia t rudng Dai hoc Columbia, goi do la "van hoa the hien minh". Lay blog

lam v i du, ong viet:

Van hda the hien minh phan anh triet ly ciia Web, co tinh den mpi yeu to. Cac tac gia viet Web lien ket vdi nhau, trich tu lieu mot each tu do va doi khi trich toan bp bai viet. Thu dien tu ket noi vdi cac bai viet Ua thich va cac cau chuyen vui, t rd thanh mpt phan ciia van hda cong sd My nhu mot hinh thUc giai tri . Loi ldn ciia van hoa the hien minh khong phai d viec sao chep, ma la khong xac dinh chinh xac tac gia. Tam diem ciia van hda the hien nay chinh la co may t im kiem day quyen nang. Neu linh vuc ciia ban de dang dupe t im thay tren trang Google - ban nen an mUng dieu do.

Vdi nhan dinh rang dudng cong do thi cd cac nha

sang tao vol nhung dpng luc khac nhau, chiing ta cung

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Mot the1 he cac nha san xuiit moi

de dang thay su khac nhau doi vol quan tam cua ho ve sd h i iu t r i tue. Hang Disney va ban nhac Metallica luon co gang de giu" va m d rpng ban quyen tac gia, nhung nhieu (tham chi con nhieu hon the) cac nghe si va nha san xuat khac coi viec phan phoi peer-to-peer la mpt each tiep th i i t ton tien. Cac nhac si co the diing each nay de quang cao buoi bieu d i i n ciia ho vol khan gia, cac nha lam p lum dpc lap coi phuong thiic phan ph6i nay nhu mpt each de gidi thieu qua tay nhieu ngudi, va cac hpc gia coi viec n i do tai dU lieu bai v i i t ciia hp la each tang anh hudng va tang lupng dpc gia.

Quan diem nay da gdp phan lam thay dd'i t u duy ciia cac nha sang tao ve quyen tac gia. 0" phan dinh ciia dudng cong do thi , cac phong thu, cac cong ty ldn va cac nha xuat ban t i m each bao ve quyen tac gia mpt each quyet liet. 6" phan giUa dudng cong, lanh dia ciia cac thuong hieu dpc lap va cac nha xuat ban ciia trudng dai hpc, do la khu vuc pha trpn. Xudng gan phan duoi, t rong khu vuc phi thuong mai la mpt sd lupng ngay cang tang cac nha sang tao dang chpn each bd bdt mpt so npi dung ciia quyen tac gia. Ke n i nam 2002, to chUc phi lpi nhuan Creative Commons da phat hanh loai giay phep ciing ten, cho phep sii dung l inh hoat mpt so an pham nhat d inh cd ban quyen vi muc tieu cao ca (cho cac nha sang tao) trong viec phan phoi mien phi , phoi lai ban nhac va thong qua ngudi si i dung truyen ba cac quan diem, lp i ich va ten tud'i ciia

hp. (Tren thuc te, to i da lam nhu vay vdi blog ciia toi, v i t i t ca cac ly do tren).

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Tom lai, mot so tac gia quan tam tcfi van de ban quyen, con mpt so khac th i khong. Luat phap khong phan biet hai nhom ngudi nay - van de ban quyen t u dpng dupe cong nhan va bao ve t r u phi ai do dut khoat t u bo. Ket qua la quyen luc cua " tu do" b i can t rd bdi noi lo sp b i quy ket an cap ban quyen va thudng b i nghi ngd, mpt phan khong nhd bdi v i nd gpi lai nhUng sU bat chudc m u quang bat hanh ciia cac khau hieu ciia xa hpi Dong A u cii lan phong trao hippy.

Du gi th i do ciing la nhUng gi chung ta can danh gia lai kh i sUc manh ciia "nen lanh te cho tang" dang noi len ngay cang rd - trong tat ca mpi van de, tU blog cho den ma ngudn md. Mpt phan cong viec ciia toi (bien tap cho tap chi co 650 nghin ban) la d phan dau ciia do thi , mpt phan khac (trang blog cd 30 nghin ngudi truy cap) lai nam d phan dudi. Quyet dinh ciia to i ve van de ban quyen trong tUng trudng hpp nay rat khac nhau. Toi h i vong, mpt ngay nao do, th i trudng va cac quy tac se phan anh xac thuc hdn thuc te xa hpi nay.

KHONG NGUONG KHI TU XUAT BAN

Chung ta thudng nghi den sach bao qua lang kinh thuong mai, cho rang hau het cac tac gia deu muon viet mpt tac pham ban chay nhat va nhd do ma giau len. Nhung thuc te cho thay da sd cac tac gia khong chi muon t rd thanh ngudi cd sach ban chay nhat va con cd gang viet mpt tac pham dupe cong chung ddn

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Mot th§ h? cac nha san xuk. mdi

nhan rpng rai. Hang nam, gan 200 nghin cuon sach viet bang tieng Anh dupe xuat ban, nhung chi co dudi 20 nghin cuon co mat tai cac sieu th i sach. Hau het sach viet ra khong ban dupe.

Nam 2004, Nielsen BookScan co 1,2 trieu cuon sach, trong do 950 nghin dau sach ban dupe vol so lupng i t hon 99 ban cho moi dau sach. 200 nghin cuon khac ban dupe it hpn 1 nghin ban moi cuon. Chi co 2 5 nghin cuon ban dupe hPn 5000 ban moi cuon. Trung binh moi cuon sach d My ban dupe 500 ban. Noi each khac, khoang 98% so sach khong co lai, cho du co chu dinh

hay khong.

Nhu cau phai co sU cong nhan rpng rai t ren t h i t rudng khien ngudi viet phai cd sU thoa hiep - t u nguyen chpn nhirng chii de cd nhieu ngudi quan tam hon la chii de chuyen sau va viet theo phong each doi thoai hon la mang t inh hpc thuat. Da so cac nha van khong lam viec nay va mpt so khac se khong lam the. Thay vao do, da so ldn cac tac gia chpn each theo duoi niem say me ciia hp va khong h i vpng se kiem dupe tien. Nhieu ngudi chi h i vpng tac pham ciia hp dupe mpt nhom nho dpc gia quan tam t i m dpc - ni" nhiing ngudi ngang hang cho den nhirng ngudi cd tam hon

dong di?u.

Tac pham xuat ban khong cd lai kieu nay deu cd the sinh Idi . Cuon sach khong con la san pham ciia gia t r i ma ciia sU quang cdo cho chinh cac tac gia. Nhieu cuon sach khong cd lai nay la phudng tien tiep t h j tot nhat gdp phan nang cao danh tieng ciia tac gia, tiep th i cong

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CAI DUOI DAI

viec t i t van cua ho, dem lai cho ho tien thue phat bieu, hay chi don thuan ghi dau an cua hp tren the gidi nay. Theo each nhin do, tac pham t u xuat ban khong phai la phuong thiic kiem tien, ma la each truyen ba thong diep ciia hp.

De hieu so lupc ve the gidi sach, hay xem trudng hpp trang web Lulu.com, mpt san pham mdi ciia "nha xuat ban" DIY 1 . Chi can bd ra chUa den 200 dola, Lulu khong chi cd kha nang bien tac pham ciia ban thanh mpt cuon sach bia mem hoac bia ciing, cap mpt ma so ISBN, ma con dam bao de cuon sach do cd ten trong danh muc sach ciia cac nha ban le tren mang. Mpt khi cd ten trong danh mpc sach, cuon sach se san sang den vol hang trieu dpc gia va cd tiem nang sanh ngang vdi cuon Harry Porter, neu lan gio binh luan thuan ch i lu . Vol Lulu, cac cudn sach dupe i n theo tutig dpt, khoang vai chuc ban va se dupe i n bd' sung khi can theo phuong thiic i n theo nhu cau. Day la mpt budc tien dang ke ciia hinh thiic xuat ban von b i coi la "phii phiem" trong vai nam trudc day. V i the, hang nghin tac gia hien nay dang chpn each thiic nay de xuat ban tac pham ciia minh.

Sau day la danh sach nhiing cuon sach t u xuat ban tren Lulu:

1. Doan song cho nhitng ngudi ban ron : nhung mon an hang ngay dan gian vd khong can dung may che bien thtic an.

1 Tieng Anh la "Do It Yourself" - tu xuat ban.

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Mpt the he cac nha san xuat mdi

2. Gidng cho Havana ("So tay danh rieng cho nhiing ngudi nudi va ua thich giong cho Havana").

3. Kham pha sinh vat hoc - Phong thi nghiem tho set doi vdi BIO 100, xuat ban lan th i i 12.

4. Lam thi nao de dat diem SAT cao nhat.

5. Bdt dau viec kinh doanh tochitc dam cudi nhu the nao.

Tat ca cac cuon sach nay da ban dupe ni 5.000 den 50 nghin ban, mpt con so khong toi. Tac gia dupe nhan true t i l p 80% lp i nhuan ban sach, nhieu hem dang ke so vol ty le 15% lp i nhuan ciia cac nha xuat ban chinh quy. Nhu vay la qua hdi doi vol viec t u xuat ban von b i coi la chi danh cho nhUng ke thua cupc.

Tuy nhien, da so cac tac gia khong diing dich vu t u xuat ban de kiem lpi , hay h i vpng dat ky luc ban sach.

Phan ldn trong so hang nghin khach hang ciia Lulu

chpn phucrng thUc n i xuat ban v i hp biet rang nhiing tac pham hp viet khong the ban du doanh so de co the

hpp tac vol mpt nha xuat ban sinh lai dang gia. Nhung

dieu do khong co nghia hp khong co dpc gia tiem nang,

ma van de la so lupng dpc gia ciia hp khong du Ion.

Vai nam trudc, da so cac tac gia tren se khong cd co

hpi xuat ban sach - va thuc te se lam nan long nhieu

ngudi t rong so hp ngay k h i bat tay vao viet. Nhung

ngay nay, chi ph i xuat ban xuong thap den mUc hau

n h u mp i ngudi deu cd the xuat ban sach. TUc la con

ngudi cd the viet nhUng cuon sach ma hp muon va hp

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CAl DUOI DAl

khong phai phu thuoc vao su danh gia cua mot so nha xuat ban ve chat luong cuon sach co du de tung ra th i trudng hay khong.

Tac dpng ciia h inh thiic t i t xuat ban da anh hudng toi toan nganh, toi ca nhiing nha sach khong lo. Nam 2005, doanh so ban ra ciia Barnes & Noble tang hon 20% moi dau sach so vol nam 2004. Chii t ich hoi dong quan t r i cong ty, ong Steve Riggio nhan dinh ket qua nay co duoc la nhd ba ngudn luc: (1) Tinh hieu qua ciia h inh thiic i n theo nhu cau, cho phep iihieu sach duoc xuat ban hon; (2) Su gia tang so luong cac nha xuat ban doc lap nhd; (3) Viec t u xuat ban.

Ong cho rang: "Trong nhUng nam tdi , khai niem truyen thong ve viec xuat ban mot cuon sach se giam y nghia. Cac ca nhan se ngay cang sii dung Internet nhu giai doan dau ciia viec xuat ban tac pham ciia ho, cho du do la sach, truyen ngan, nhiing tac pham dang viet, hay cac bai viet ve l inh voic ho thong thao. NhUng noi dung tot nhat se duoc i n thanh sach. Toi rat t i n tudng ve trien vong ciia nganh sach bao vi tat ca cac phUdng thUc mdi va hieu qua trong budc xuat ban dau tien dang xuat hien va nhanh chong t rd nen t inh xao hon".

Mot su khac biet ldn giUa phan dau va phan duoi ciia dudng cung la cang xudi xuong phan dudi, ban cang cd kha nang giU duoc cong viec/viec lam hang ngay ciia ni inh. Do la dieu tot. Su phan biet giUa nha san xuat "chuyen nghiep" va "nghiep du" dang m d dan va tren thuc te, cd the se khong con thich hop. Chiing ta san xuat khong chi nhung cai chiing ta duoc tra tien

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Mot th§ he cac nha san xuiit moi

de lam, ma ca nhiing cai chung ta muon lam. Ca hai cong viec do deu mang lai gia t r i .

Hien tupng "cong dan lam bao" cua Han Quoc, do trang bao t ren mang OhmyNews k h d i xudng nam 2000, la m o t m i n h chUng cu the . T r e n t r a n g OhmyNews, khoang 50 nha bao va nha b ien tap chuyen nghiep theo ddi, bien tap va hoan chinh cac bai bao, ban t i n ciia hon 40 nghin ngudi viet khong chuyen, n i cac hoc sinh pho' thong cho den cac giao sU. NhUng ngudi t u nguyen nay gUi khoang 150 den 200 bai viet mo i ngay, chiem den hon hai phan ba npi dung bao ciia OhmyNews. Dd'i lai, hp nhan dupe mpt khoan thu lao nhd: neu bai viet dupe dang tren trang nhat, chi can d mpt gdc nhd, tac gia bai viet cung nhan dupe khoang 20 dola. Tai sao hp lam vay? Ong Oh Yeon Ho, ngudi sang lap trang web, cho rang "Ho dang viet nhUng bai bao de lam thay dd'i the gidi, chU khong phai de kiem tien".

TU nhUng ngudi lam p h i m cho den ngudi viet blog, cac nha san xuat bat dau khdi nghiep n i Phan duoi du khong may h i vpng se k i n h doanh thanh cong nhung hp van cd the nam dupe CP hpi. Hp san sang chap nhan nhieu ru i ro hdn v i hp khong co nhieu dieu de mat. Khong can phai x in phep doi vdi mpt ke hoach lcinh doanh, tham chi khong can ca von. Ngay nay, cac cong cu sang tao kha re va t r i thUc dupe pho' bien rpng rai hdn chung ta tudng. Theo each nhin nay, Cai dudi ddi cd the t r d thanh cupc t h i i thach su sang tao, mpt ndi de cac y tudng h inh thanh va phat tr ien trudc k h i t r d thanh mpt h inh thUc k i n h doanh.

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NGHIEN CUU T I N H HUONG: H O N D A O CO D O N

Khong phai tat ca cac nha sang tao deu co chung mot dong l u c Con ngudi tao ra su vat vol nhieu ly do, tir muc dich the hien cho den tao uy t in. Dieu nay co tam quan trong trong viec lam Phan dudi luon bien doi hen tuc. Trong th i trudng ky thuat so khong cd gidi han, tir iTunes cho den cac trang Web, cac san pham d phan dudi cd cd the nhanh chong t rd thanh san pham hit neu danh diing vao th i hieu cong chiing. Viec t i m hieu cac dong co da dang ciia cac nha sang tao co tam quan trpng trong nhan thiic va khuyen khich hp.

Phat bieu tai mpt cupc hpi thao vao giiia nam 2005, Barry Diller, chii t ich truyen thong danh tieng ciia cong ty IAC/InterActiveCorp, thiia nhan rang phuong thiic san xuat ngang hang kha hap dan, nhung ong khong dong y vdi quan diem coi do la ngudn luc co kha nang thach thUc Hollywood. Ong t u t in du doan rang "nhUng ngudi cd tai nang se khong the b i thay the bdi 18 trieu con ngudi san xuat ra thU ma hp nghi la cd t inh hap dan".

Ong Diller da diing d diem nao? Neu ban coi "ngudi co nang luc" chi la nhUng ngudi cd mpt kha nang hien huu de tao ra nhiing san pham hit tren th i trudng rpng, th i Diller cd the diing. Nhung cd nhieu thU cung cd t inh sang tao hon cac tac pham hit ciia Hollywood, va ngudi cd the nam dupe CP hpi do lai cd the den tU nhieu ndi, bang nhieu con dudng.

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Mot the he cac nha san xuSt moi

VI du nhu Akiva Schaffer, Jorma Taccone va Andy Samberg. Cho den nay, hp van thuoc nhom ngudi to ra phu hpp vdi tieu chi "tai nang" ciia Diller.

Sau kh i tot nghiep dai hoc, ba ngudi ban than thdi t rung hpc nay da ci ing nhau den Hol lywood. Ho chuyen den song chung d mpt ngoi nha ldn vdi gia thue re tien tren Dai Id Olympic va bat dau gpi ngoi nha la Hdn dao Cd don. Sau do, hp co t i m each tham nhap vao nganh giai t r i dudi dang mpt nhom hai.

Mpt dien vien hai khong de gi dupe len truyen hinh -tham chi nhu mpt nha van hai cung khd - con vdi mpt nhom mdi lap lai cang kho hon. Chac chan, bp ba nay da nhanh chong vupt qua tat ca nhiing t rd ngai thudng gap tren con dudng t im viec lam d Hollywood. Tuy nhien, thay v i de minh roi vao canh b i tU choi hen tuc, bp ba nay da dien kich Hdn dao Co don - ngay nay da t rd thanh ten chudng ttinh, chU khong chi la ten ngoi nha ciia hp - tren mang Internet. MUpn mpt so thiet b i video, nhom thiiy thi i Hdn dao Cd don bat dau san xuat nhung doan video hai ngan va nhirng bai hat vui nhpn. Micah, em ciia Schaffer - t u van ky thuat va la mpt ngudi ling hp viec diing Internet - da tung cac doan clip nay len trang web thelonelyisland.com ciia hp nam 2001.

NhUng cU dan Hdn dao Co ddn khdi dau vdi nhUng doan clip video white-boy rap1, dupe tr inh dien vdi mpt phong each hai tam thudng. Mpt trong nhUng doan clip

1 Co the xem doan phim tren tai dia chi: http://www.youtube.com/watch?v=LRZPRqk6x58

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CAl DUOI DAI

dau tien la ve "ka-blamo" (giong nhu "Ban da hon Shannen Doherty") va nhUng thU khac ("Toi lam nghe gom"). Nhu mot thU phu du thu hut su quan tam, doan video da lan truyen tren Internet. That ngac nhien, mot DJ1 ngudi Ha Lan da "nhao t ron" doan video (ghep chung vol canh quay video khac), gop phan lam cho doan video nay t rd nen pho bien hon.

Nhieu doan video khac da duoc t ron lan va ngay cang cd nhieu ngudi ham md hinh thUc nay, nhom hai da thuc day xu hudng nay bang viec tung ra nhieu doan video cua hp vol su cho phep cua To chUc Creative Commons, cho phep ngudi xem dupe t u do sir dung lai doan ph im video vi muc dich sang tao. Chi trong vong vai nam, Hdn dao Co don da t rd nen "noi tieng tren Internet", dieu do ndi len rang hp co lupng khan gia ldn san sang danh thdi gian vao mang Internet hon la xem truyen hinh, lien nic theo doi nhung d i i n bien cua van hda mang.

Vdi danh tieng tren mang, nhom Dudes - nhu ngudi ham md van gpi - da gianh dupe nhieu hpp dong viet kich ban va bieu dien hap dan hon. Tuy nhien, nhUng vd dien chinh ciia hp van tie'p nic dupe dua len mang. Doan ph im dau tien ciia mpt loat doan ph im hai dupe xem nhieu tren "Internet gid cao diem" cd nhan de la "Bu". Trang web thelonelyisland.com gidi thieu nhu sau: "NhUng thanh nien sanh dieu song d Malibu gpi

1 Disk-jockey: Ngudi chpn va choi cac dia nhac cho khan thinh gia qua dai phat thanh hoac true tiep nhu tai quan bar.

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Mpt the h? cac nha san xu3t moi

ten thanh pho la Bu v i neu dpc ten day du ciia thanh pho th i dai, ma nhu the th i ban khong con la thanh nien niia".

Khi su ham mp nhom hai ngay cang tang, ten gpi tat a i a hp den tai ngoi sao Tina Fey a i a chuong t r inh Trite tiep toi thit Bay' va ong bau bieu dien Lome Michaels. Giiia nam 2005, bp ba bay den Manhattan de tham gia buoi dien th i i ciing vol mpt nhom hai kich noi tieng nhat. Tat ca thanh vien ciia Dudes dupe dong y nhan viec ngay lap tUc.

Thang 12 nam 2005, nhom Hon dao Co don lam mpt doan plum white-boy rap khac de trinh chieu tren 5M. 2 . Dupe long vao canh trong ph im Chronicles ofNarnia, nhu du doan, doan hai nay kha pha tap, bay ba va rat, rat buon cud! Ngay nay, nhom hai nay bieu dien ca tren truyen hinh, vao toi thU Bay theo nhu quang cao, do la thoi gian co nhieu khan gia quen thuoc (du dang giam) xem truyen hinh, chac chan da so hp da bat cuoi va nhanh chong quen nhiing gi vUa xem.

Nhung mpt so ngudi da thu lai vd hai vao may ghi dia DVD ciia hp va mpt so da nhan ra nhom hai tai hoa nay dong trong mpt doan long nhai ph im Narnia. Vi the, hp da dua doan ph im len mang tren mang. Sau khi doan hai kich dupe phat tan qua cac dudng ket noi ciia ngudi ham mp, Hang NBC nhan ra trao luu nay

1 Saturday Night Live (SNL): Chirong trinh hai kich 90 phut dtrpc truyen hinh tru"c tiep tai My ti i 1975.

2 Sartuday Night Live.

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CAI DUOI DAI

va dua doan hai cua nhom vao trang web chinh thUc SNL va tham chi ca iTunes. Mot lan niia, anh hudng lan truyen cua doan video dupe tang len - va lan nay rpng Ion hon bao gid het.

Nha binh luan truyen thong Jeff Jarvis da mo ta anh hudng nay nhu sau: "0, to i chua ning nghe thay ai khao nhau, b inh luan hay thUa nhan viec cd ca mpt the he dang xem SNL. Nhung dpt nhien, to i nghe thay nhieu Idi don ve vd hai. Va khong phai v i hang trieu ngudi bat dau xem diing luc buoi bieu dien dang dien den doan gay cudi. Khong phai vay, nhiing loi don xuat hien la v i cong chiing bat dau phat tan doan phim trong Narnia, mp t doan p h i m rat hai, t ren mang Internet va mpi ngudi da truy cap de xem". Dieu chac chan la nhiing dPt truy cap vao trang web SNL da tang gap 200 lan trong vong 2 tuan t i i kh i doan ph im dupe phat tan tren mang.

Cau chuyen ciia nhom Hdn dao Co don da di§n ra t rpn ven. Nhiing ngudi b inh thudng b i nganh giai t r i bd quen da sU dung mang va t rd nen nd'i tieng. Nganh giai t r i da thUc t inh trudc hien tupng nay trong viec gay anh hudng td i ldp khan gia khd thu hut, do la the he tre d dp tuoi 20 va da phai hpp tac vdi nhiing con ngudi b i xem la tam thudng nay. Gidi tre da quan tam hon tdi chuong t r inh hai tren truyen hinh, nhung do hp khong hay xem truyen hinh nen cho den kh i nhom Hon dao Co ddn quay lai vai hinh thvtc dien hai tren mang (dupe mang ludi lien ket rpng ldn ciia ldp tre khuech tnidng), nhom hai nay mdi thuc su t rd nen nd'i

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Mot the he cac nha san xuat moi

tieng. Do do, SNL, trudc kia b i cac cut dan tren mang coi thudng, dot nhien lai t rd nen than thien do nam bat dUdc sinh kh i ngam lan toa tren mang. Trudc kia, chuong t r inh bieu dien thudng chon nhUng tai nang tU cac nha hat dia phuong i t tieng tam va dua vao doan kich. Ngay nay, ho co the t im thay dien vien tai nang ngay tren mang.

Bai hoc n i t ra tU cau chuyen nay la gi? Mot mat, nhUng bo loc trong nganh giai t r i da nhan ra sUc hut ciia nhom Hdn dao Co don va t i m each tiep can vdi n h o m Trong trudng hpp nay, co the cac bd loc da phat huy tac dung. Nhung neu ba chang trai vdi chiec may quay video trong tay dien t rd mot each nhat nheo va dua doan phrm do len trang web ciia ho giong nhu "18 trieu ngudi san xuat ra thU ma ho nghi se kha hap dan" - nhu Diller md ta mot each xem thudng - td i thuc su khong biet duoc dieu gi se xay ra.

Su that la the he nhan tai mdi cd the se xuat hien tU 18 trieu ngudi dang t u lam ra san pham ciia ho - do la nhUng ngudi cd nhieu kha nang nhat trong viec cUu nganh dien anh va giai t r i trudc sU loi thdi ve san xuat. Cd the Diller noi diing. Cd the chi co mot vai ngudi viet dUOc kich ban p h i m truyen hinh Nhirng ngudi ban (Friends). NhUng hay nghi xem cd bao nhieu ngudi co the tao ra no i dung hai k ich hay, n h u doan p h i m Narnia, va cd kha nang gay tieng vang vdi so lUdng khan gia ngay cang nhieu tren mang - noi ma cac san pham ngach, chU khong phai cac san pham chinh, cd

vai t rd chi phoi . Hay nghi xem cd bao nhieu nhan tai

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CAI DUOI DAI

tiem an ngay nay co the nam dupe cd hoi t im ra nhirng khan gia thuc su cua minh, nhd vao su pho cap cua Internet.

Co the chung ta van can den sUc manh ciia co may san xuat Hollywood de lam ra nhirng bo phim da mau sac vdi chat lupng cao. Nhung ciing luc do, hang tram doan video duoc khan gia san xuat ciing co kha nang thu hut mot luong khan gia tudng tu. Su so sanh nay cd ve khap khieng nhu so sanh tao vdi cam - giUa mpt ben la nhUng thudng hieu k inh doanh lau ddi vdi mpt ben la nhUng tay choi nghiep du cd sd thich nhat thdi - nhung tren thuc te, ca hai deu canh tranh de gianh thdi gian va su chii y ciia mpt the he rihung ngudi xem thong thao Web. Neu hp dang xem mpt loai phim, hp se chang xem loai khac.

Dieu Diller khong t inh den do la ngay nay, nhu cau doi vdi cac bp ph im hit da giam hPn so vdi nhu cau cac npi dung co t inh tap trung va cd muc dich khong phai danh cho mpi cong chung. Khan gia tiep tuc giam quan tam doi vol cac bp ph im va bang xep hang 40 bai hat hit, nhung lai dang quan tam td i mpt loat cac ngh? si i t ten tuoi nhung than thiet va gan gui hon vdi minh . Vay, co den 99% blog khong thu hut dupe lupng dpc gia nhieu hPn vai chuc ngudi th i sao? Mpt phan t ram nhd nhoi neu gop lai vdi nhau thanh so phan t ram ldn hon th i van t rd thanh con so ldn vdi hang nghin dpc gia. Tuu trung lai, mpt phan t ram do co the thu hut so lupng khan gia khong kem cac hinh thUc truyen thong chii dao. Hang trieu ngudi kh i

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Mpt the he cac nha san xuiit moi

xem "video lan truyen" da the hien cam xuc giong nhu khi khan gia xem cac chuong t r inh bieu dien noi tieng tren truyen hinh.

Vol cac tac gia t u xuat ban sach qua Lulu, ban than cac san pham thudng khong thu dupe nhieu loi nhuan, nhung do khong phai la van de. Cai chinh la san pham do ra ddi va co th i phan trong long dpc gia. Day khong phai la mpt su sang tao cua l inh vuc kinh doanh truyen thong, nhung lai canh tranh vol l inh vuc do. Ngay nay, so ngudi san xuat nhieu hon nhUng tai nang dupe t i m kiem trong nganh truyen thong - lan song sang tao ciia gidi binh dan se ap dao nhUng ngudi chuyen trach doc ban thao kich ban va ngudi nghe thU bang ghi am ciia bat ky mpt phong thu hay hang phim co thuong hieu nao. V i cong cu san xuat dupe pho' bien rdng rai, sd lupng nha san xuat ngay cang tang theo cap so nhan, khd cd the ngan can nhiing ngudi co y chi va ky nang trong vi§c tao ra nhUng san pham nhu vay.

C A U TRUC T H A M GIA

Trudc kia, chung ta da tttng gap nhieu van de tuong tU n h u cau chuyen nay. Cuoi nhUng nam 70, dau nhUng nam 80, su phoi am ciia ghita dien, su xuat hien ciia cac may ghi am da nang gia re va hinh tupng dien l i inh ciia ban nhac Sex Pistols da dem lai co hpi de the he tre, du khong dupe dao tao ve am nhac nhung cd tai nang hoac dupe ngudi khac dd dau, ro the bat dau

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CAI DUOI DAI

lap ban nhac va thu am. Khi dong nhac rock manh (punk rock) dupe bieu dien tren san khau, do la mot kham pha choang ngpp doi vdi the he tre dang hda minh vao khong kh i san nhay. Quan sat mpt so ngudi cung dp n io i vdi minh vUa choi nhac cudng nhiet vUa nhay tren san khau, ai do co the thdt len: "tdi cung lam dupe nhu vay".

Da cd luc con ngUdl quan niem de t rd thanh mpt nhac si, each tot nhat la hpc tap nhung nghe si bac thay. Vi the, ban can bat dau vdi viec chep nhac, doc nhac va cd the den trudng hpc nhac. Day la quan niem mang t inh cung nhac: lam tung budc theo quy ttinh, choi cac ban nhac k inh dien, v i do la dieu mp i ngudi muon (khong ai muon nghe ban choi ban nhac kinh dien mot each dd ec). Hay lam diing.

NhUng nhac punk rock da thay ddi cupc chPi. Nhac punk rock noi: "Tot roi , ban cd dan ghita, nhung ban khong can choi nhac dung each. Ban cd the choi sai each! Mpt nhac si tai nang cung the thoi, dieu quan trpng la ban co dieu gi do de the hien".

Qua nhac punk rock, chung ta thay su xuat hien ciia nhung gipng ca mdi, am thanh mdi, manh liet va mpt cam xuc pha each chi cd the den tu ben ngoai he thong quy tac va chuan muc. That truyen cam khi thay nhUng ngudi d do, du khong tai gidi hon ban, dang vui ve, dupe ngudng mp va lam nhirng dieu la thudng. Xet ve mat k inh te, dong nhac punk rock da ha thap nhirng rao can ddi vdi sang tao.

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Mot the he cac nha san xuat moi

Ranh gidi truyen thong giiia ngudi sang tac va ngudi s i i dung dang b i l u md. Ngudi si i dung ciing cd the la ngudi san xuat. Mot so ngudi da sang tao, d i len tU ban tay trang; mot so ngudi bien tau tac pham ciia ngudi khac, hda trdn chung mot each t u do hoac day y tudng. Trong the gidi blog, chiing ta ndi ve "nhiing khan gia cii" - nhUng doc gia da chuyen tU v i t r i ngudi sU dung thu dong thanh ngudi san xuat chii dong, neu nhan xet va gan ket blog t rd lai vdi dong truyen thong chii dao. Mot so ngudi khac a i n g dong gop vao tien t r inh nay thong qua viec khuech truong thong t in qua mang Internet ciia minh, lam mot viec tuong t u nhu cong viec ciia nhUng DJ dai phat thanh, nha phe binh tap chi am nhac va nha tiep th i .

Ket qua thu dude ban dau se giong nhu dieu ma T im O'Reilly, mot nha xuat ban sach va la nha tien t r i ciia the he DIY ( tu lam lay), goi la "Cau tnic tham d u mdi".

Mpt nhom sinh vien Dai hpc Cahfornia d Berkeley, da md ta cau tnic nay vol mpt lupc do sang tao mdi, nhu h inh trang sau:

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Cau true tham dir

Qua luoc do co the thay, cau true nganh von ciing nhac theo hinh thiic cac chuyen gia san xuat va nhiing ngudi khong chuyen si i dung, nay da thay ddi thanh th j trudng hai chieu, moi ngudi cd the ddi v i t r i ciia nhau bat c i i noi dau, bat ci i luc nao. Do la dau hieu ciia su thay ddi sau sac duoc thiic day bang viec phd bien hda cong cu san xuat va phan phoi.

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6

N H t T N G T H I T R L f C l N G M d i

1AM THfi NAO Bi TAO RA M0T TAP HOP cO THE 1 D A P U N G T U D A U D E N D U O I

Nam 1982, m o t ngudi ban sach co ten Richard Weatherford nhan thay rang may t inh ca nhan khi moi ra doi luc do co the tao ra mpt cupc each mang doi vol nganh lanh doanh sach cu. Co hang ngan hieu sach cii tren khap nude My vol danh muc sach khac nhau. Duong n h u ban co the t i m dupe bat cU cuon sach nao t r o n g so do , n h u n g do ma t i m dupe cho r a . Weatherford cho rang van de nam d khau thong t in , mpt dieu ma may t inh co the giai quyet dupe, do do ong da viet mpt ke hoach k inh doanh ve viec xay dung mpt co sd dU lieu cho cac nha ban sach cii. Ong gpi cP so" dU heu nay la Interloc, viet tat cua tU Interlocutor (ngudi doi thoai), mpt each noi bong bay ve "ngudi moi

gidi" hay "co" sach.

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Weatherford da di trudc thdi dai vai thap nien va khong nhan dupe ung hp ve tai chinh cho du an cua minh. Tuy nhien, nam 1991, ong dupe mot hang dich vp ve tap chi va sach la Faxon thue de cUu cong ty BookQuest cung ning thuc hien y tudng nhu the. DU an do khong co hieu qua v i van di sdm hon thdi dai mpt thap nien, nhung chi i t ciing nhan dupe ngudn tai t r p . V d i 50 n g h i n dola cua cac nha b a n sach, Weatherford da bat dau du an Interloc nam 1993, trudc k h i cac trang web ra ddi. Day la mpt mang khep kin, cho phep cac nha ban sach t i m trong danh muc ciia nhUng ciia hang khac nhirng cuon sach ma khach hang can. No tao ra mpt tieu chuan ve dU Ueu (ma ngay nay van dupe diing) va phan mem cho phep ngudi ban chuyen dU Ueu danh muc sach qua mpt mo-dem. Njim 1996, mang nay dupe phat tr ien thanh trang Web.

Nam 1997, Marty Manley, mpt cuu lanh dao cong doan, co van ciia tap doan McKinsey va Trp ly Bp trudng Lao dpng ciia chinh quyen Clinton, t im kiem mpt cuon sach khong con dupe in nUa. Ong ta t im thay Interloc va ngay lap tUc b i thuyet phuc bdi t iem nang ciia co sd dU heu giau cd ve sach nay trong th i trudng sach. Ong t im kiem Weatherford va de nghi sap nhap Interloc thanh mpt cong ty mdi, nham thoa man ca khach hang sach va ngudi ban sach; cudi nam do, hp thanh lap cong ty Alibris tai que huong ciia Manley d Berkeley.

Chiing ta hay diing lai mpt chut de t im hieu ve thi trudng sach cu. Trong phan ldn cac thap nien gan day,

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NhOng thj trudng moi

th i ixudng nay gom hai th i trudng hoan toan khac biet. Khoang hai phan ba th i trudng nay la sach giao khoa an nen lam ra dupe dat d gan cac ky tuc xa dai hpc, mpt phan ba dupe dat trong khoang 12 nghin hieu sach cu nho tren toan nude My co so khach hang khong nhieu.

Ban sach giao khoa cu la nganh k inh doanh co hieu qua - hang nam co hang trieu sinh vien mua va ban lai sach giao khoa von chi dupe dung trong mpt hpc ky. So lupng cac bp sach dupe ban lai tren phu thuoc vao nhirng giao t r inh ciia cac mon hpc bat budc, gia ca phu thuoc vao canh tranh giUa cac hieu sach va s6 lupng sach dupe cung cap 2 lan mpt nam.

NhUng nha xuat ban sach khong lo ngai dieu nay lam bdi v i dieu do cd nghia la hp co the nang gia cao hon doi vdi sach mdi do khach hang biet cd the ban lai sach cu. ThUc ra, viec nay trong k inh te hpc gidng vdi viec thue hon la mua ban. Thong thudng, cac ciia hang mua lai sach vdi gia bang mpt niia va ban lai vdi gia bang 75%. Dua tren viec sinh vien mua hay thue lai sach cu ma "gia thue" dao dpng n i mpt niia den mpt phan t u gia sach. Nguyen tac nay hoat dpng co hieu qua tdi mUc hien nay, nganh k inh doanh sach cu d My thu dupe 1,7 t i dola, chiem 16% doanh thu ciia tat ca

cac hieu sach dai hpc.

De han che viec mua d i ban lai mai sach giao khoa

- dieu se anh hudng den doanh thu sach mdi, cac nha xuat ban da tai ban chung vdi so trang b i thay ddi (do do sach cu khong the dung dupe). Dieu nay lam th i

t rudng sach cu luon luon dupe thay mdi .

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Tuy rihien, doi vdi th i trudng sach cu khong phai la sach giao khoa, hi£u qua giam di ro ret. Mpt hieu sach cu thudng chi cd the mua lai sach tU nhUng khach hang dia phuong vdi so lupng han che. Do do, Ufa chpn tai cac th i trudng nay tUPng doi ngau nhien, phan anh gu ciia ngudi chpn va sU may man ciia viec t im kiem hdn so vdi tong the th i trudng sach. Doi vdi khach hang quen ciia cac cUa hang nay, su khan niem chinh la net hap dan, tao ra cam giac kham pha va phieu luu. Nhung neu ban muon t i m mot cuon sach dac thu, qua t r inh t im kiem trong cUa hang cd the chang mang lai

ket qua gi.

Trong k inh te hpc, lp i the ciia th i trudng sach giao khoa la kha nang thanh khoan ldn. Cd nhieu ngudi ban va mua mpt chiing loai san pham tUPng doi hep den noi kha nang t i m thay cuon sach mong muon vdi gia hpp ly la rat cao. Ngupc lai, han che ciia th i trudng sach phi giao khoa la kha nang thanh khoan thap -khong cd nhieu ngudi ban lan ngudi mua trong mpt tap hpp da dang chiing loai sach. Ket qua ciia viec cd qua nhieu san pham va qua i t ngudi tham gia la kha nang t i m thay san pham ban mong muon rat thap. Do do, hau het khach hang hang khong bao gid muon den mpt hieu sach cu kh i hp muon mua mpt

cuon sach nao do.

Weatherford nhan ra rang mpt ciia hang sach cu khong cd y nghia nhieu nhung ket hpp lai (vdi viec tat ca cac cUa hang sach cu dupe lien ket vdi nhau), day se la mpt th i trudng ldn. Td'ng so dau sach ciia khoang

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Nhung thi truong moi

12 nghin cua hang sach cu ldn hdn bat a i thu vien nao tren the gidi. Khi moi a i a hang sach dua d i i lieu len mang, Alibris se td'ng hop lai, roi dua tat ca ten sach cu va mdi tdi cac trang mang ban sach sii dung d i i Ueu AUbris.

Cong ty nay cung cap du" Ueu cho cac nha ban sach tren mang ldn nhu Amazon hay bn.com, nhiing trang mang dUa len mang ca ten sach mdi va sach a i dong thdi, qua do khai thac dupe ca nhiing loai sach "khong con dUOc in", dong thdi dUa ra si i l i ia chpn vdi gia re hon thay the sach mdi . Bang each thu hut hang trieu khach hang tham gia th i trudng sach cii , cong ty nay lai khuyen khich cac ciia hang sach cii trong viec dua du* Ueu len mang va do do lai lam AUbris co nhieu sach trong danh muc hon. Day la chu ky xoay 6c truyen thong va ket qua da lam tang manh doanh thu ban sach cu. Theo Nhom Nghien ciiu ve Sach, sau nhieu nam t r i tre, th i trudng sach t r i gia 2,2 t i dola hien tang len hai con so, rieng t h j trudng sach tren mang t r i gia 600 trieu dola tang 30%/nam.

T R O T H A N H N H A TAP HOP

AUbris la mpt "Nha tap hop" Cai dudi ddi - mpt cong ty hay dich vu tap hpp so li ipng khong lo hang hda va giup khach hang tiep can chiing mpt each de dang. Dieu ma cong ty nay da lam trong qua t r inh ket noi danh sach a i a hang ngan ciia hang ban sach cii la s i i

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dung thong t i n de tao ra mpt t h i trudng co sUc thanh khoan thay cho th i trudng khong co t inh thanh khoan trudc kia. Vdi so lupng danh sach va khach hang ldn, nd da khai thac dupe gia t r i ngam cua th i trudng sach cu. Hon nUa, cong ty nay chi phai chi ph i rat thap so vdi chi ph i dang ra phai sU dung de xay dung danh muc sach tU dau, do da giao cho cac a i a hang sach t u thuc hien phan ldn cong viec dua len mang danh

muc sach ciia minh.

Do la phep toan ciia Cai duoi ddi: chi ph i ban hang cang thap th i so lupng ban hang cang cao. Theo do, nhung nha tap hpp chinh la luc lupng thU hai trong viec pho bien hda khau phan phoi. Chung lam giam chi phi tham gia th i trudng, cho phep ngay cang nhieu san pham vupt qua rao can de t i m den khach hang.

Co the chi ra hang ngan v i du khac va sau day chi la vai v i du cu the. Trang mang Google chinh la nha tap hpp Cai dudi ddi quang cao (cac nha quang cao va xuat ban vUa va nhd k iem t ien tU quang cao). Rhapsody va iTunes la nha tap hpp Cai dudi ddi am nhac. Netflix la nha tap hpp Cai dudi ddi ph im anh. EBay la nha tap hpp Cai dudi ddi hang hda, Cai dudi ddi doanh nhan - nhirng ngudi ban hang cho hang trieu ngudi muon ban nhirng mon qua sinh nhat ma hp khong muon diing.

Cai dudi ddi khong chi dUng lai trong l inh vuc ban hang. Phan mem Bloglines tap hpp " t in" tren mang theo chuan RSS cung dupe coi la "Nha tap hpp" v i da loi keo va thudng xuyen dat hang tren mang, trong do

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co hang trieu blog. Wikipedia la mot nha tap hop cua Cai duoi ddi trong l inh vuc t r i thUc va railing ngudi sd hUu t r i thUc. Danh sach v i du tiep nic keo dai, bao gom moi thU, n i y tudng den con ngudi.

Trong chuong nay, td i se tap trung vao nhUng Nha tap hop trong l inh vuc k inh doanh. Co the chia thanh nam loai co ban sau:

1. Hang hda vat the (vi du Amazon, eBay)

2. Hang hoa so (vi du iTunes, iFilm)

3. Quang cao/dich vu (vi du Google, Craigslist)

4. Thong t in (vi du Google, Wikipedia)

5. Cong dong/khach hang sang tao noi dung (vi du MySpace, Bloglines)

Moi loai tren cd the bao gom cac cong ty ldn den cong ty-chi-cd-mpt-ngudi. Mpt blog tap hpp t in nic va thong t in ve mpt chii de giong nhu cong viec may va cung la mpt nha tap hpp, nhu Yahoo! Mpt so nha tap hpp muon bao toan bp mpt nganh nghe, v i du Netflix (phim anh) hay iTunes (am nhac), trong kh i cac Nha tap hop khac chi tap trung vao thi trudng ngach, nhu dich vu tap trung vao dinh dang SEC hay am nhac so.

Nhieu nha tap hpp hoat dpng da nganh nghe. Amazon tap hpp ca hang hda vat the (tU dien n i den do diing trong nha bep) va hang hda so (n i sach dien n i den p h l n mem co the tai xuong dupe). Google tap hpp thong t in , quang cao va hang hda so (Google

Video). MySpace, trang mang rat pho' bien doi vdi cac ban nhac va ngudi ham mp, tap hpp ca npi dung (hang

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trieu ban nhac mien phi) va thinh gia, va theo do tao ra nhieu noi dung ve cac ban nhac du6i dang 161 gi6i thieu, t i n tUc va cam xtic ciia ngudi ham mo.

LOAI PHA TRON SO VOI LOAI KY THUAT SO D O N T H U A N

Chiing ta hay bat dau bang each so sanh linh vuc th i i nhat la ban hang hoa vat the tren mang va l inh vuc thii 1 hai, ban hang hoa so tren mang. Ca hai deu tao ra Cai dudi ddi, nhung Cai dudi thU hai ddi hon Cai dudi thU ohat.

Cac nha ban hang hoa vat the t ren mang nhu BestBuy.com va Netf l ix co the dua ra cac mat hang ldn hon hang t ram lain so vdi cac ciia hang truyen thong, nhung cu6i cung se den gidi han cuoi. Ngupc lai, cac cong ty ban hang hoa so, tU cac album den cac bai hat tren iTunes hay chuong t r inh truyen hinh hoac ban nhac khong chuyen tren Google Video, ve mat ly thuyet, co the keo dai vo tan, bao gom tat ca moi thU cd the tao ra (ba l i nh vuc khac ciia Nha tap hop la dich vu, san pham do khach hang sang tao va cpng dong deu dua tren thong t i n so, nen ciing co

cung dac diem nhu tren).

Chung toi goi loai thU nhat la mpt ngudi ban le da dung bdi v i nd bao gom ca hai h inh thUc la dat hang qua buu dien (vat ly) va Internet (so). Trong v i du nay, hang hda dupe phan phoi qua buu dien hoac chuyen

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NhOng thi truong mdi

phat nhanh va hieu qua co dupe la do chi ph i qua chudi cung giam va kha nang cung cap khong han che cac mat hang cung vol nhirng loi the va thong t in khac do mang cung cap.

Hay lay cong viec k inh doanh dia CD cua Amazon lam v i du. Trang mang nay co 1,7 trieu tufa dia CD. Cong vol vd i so lupng CD ciia cac cUa hang, trang mang nay cung cap gan 2 trieu dia. Mac du vay, so lupng CD van la hUu han.

Bdi v i dia CD la mat hang vat the. Phai cd ai do chUa mat hang nay d dau do trudc kh i chung dupe ban ra. Do vay, van cd ru i ro nhat dinh trong danh muc hang hoa cua Amazon, nghia la van cd the cd mat hang khong mua duoc theo danh sach ciia Amazon. Tat nhien, mpt so dia ciing se khong bao gid t i m dupe khach hang. Them vao do, chi phi van chuyen cung dupe cpng vao moi giao dich nen thuc te, gia ca khong bao gid giam xuong dudl 3 dola. Quan trpng hon, cac bai hat trong mpt dia CD khong the ban theo tung bai: phai ban toan bp CD hoac khong ban.

Rd rang, each thUc ban dia CD cua Amazon tot hon nhieu so vol moi a i a hang don le va dieu do ly giai tai sao trang mang nay cd the tang lua chpn hPn 100 nghin lan so vol mo i a i a hang. Dieu do giup Amazon tien xa hon ve phan dudi a i a Cai duoi ddi. Nhung khong the den tan a ing dupe. Theo SNOCAP, mpt djch vu quan ly ban quyen va giay phep so doi vdi viec si i dung cac mang ludi chuyen dU heu peer-to-peer th i cd i t nhat 9 trieu bai hat dupe chuyen md i ngay. Dieu do

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tuong duong voi 1 trieu album, do la chua ke cac ban nhac thoi ky trudc khi CD ra ddi se dupe chuyen thanh dang so trong tuong lai. Them vao do, co hang nghin ban nhac va nhUng ngudi thu thanh nghiep du san xuat va phan phoi am nhac nhung khong ra CD. Cpng lai, so lupng ban nhac ngoai CD de dang vuot 1 trieu album nUa. Do do Amazon, mac du cd tat ca lp i the ve kinh te, co the chi chiem mot p h l n t u phan Cai duoi ddi trong l inh vuc am nhac (co the v i the ma cong ty nay da dua ra dich vu tai nhac MP3 vao nam 2007).

Cach duy nhat de m d rpng phan sau ciia Cai duoi ddi, tU cac san pham hit den cac ban nhac nghiep du cua cua qua khU va hien tai, la tU bd cong nghe thu tU t inh va chuyen sang cong nghe so. Do la cau tnic ciia nha tap hpp thU hai, nha ban le ky thuat so.

Trong md hinh ky thuat so don thuan, moi san pham don gian la mpt t hu muc chUa CP sd dU Ueu, hau nhu cd chi phi khong dang ke. Chi ph i phan phoi chi don gian la cac bit bang thong rpng cd chi ph i ngay cang giam xuong. Chua het, nhUng nha ban le ky thuat so cd the lua chpn each ban san pham le (99% yeu cau tai tai mang iTunes) hoac theo dich vu (truy cap khong han che cac ban nhac tai Rhapsody).

NhUng dich vu so thuong mai do deu la lp i the ciia Amazon, cpng vol mpt lpi the khac la chi phi phan phoi hang thong qua mang bang thong rpng hau nhu bang khong. Day la each thUc de dat dupe chen thanh trong ban le - tUc la chi ph i bang khong doi vdi san xuat va phan phoi san pham tiep theo. Do viec tao them thu

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Nhung thj truong mdi

muc d t i lieu va vai megabites trong may chu hau nhu co chi ph i bang khong nen cac nha ban le khong co bat cU lo ngai nao trong viec tang them san pham. Mot ngay nao do, (khi vuot qua vat can la ban quyen va hop dong thuong mai), viec tren se tat yeu dien ra.

Theo do, su khac biet giUa nha ban le truyen thong va ban le Cai dudi ddi khong he don gian. Diing ra do la su tien trien n i mo hinh dua tren bang n i tinh, den mo huih pha t ron giUa bang n i t inh va ky thuat so, den mo hinh ly tuong chi gom ky thuat so. Cac catalog ky thuat so ciia hang hoa vat the lam giam chi phi phan phoi giup tien xa hon ve phan sau ciia Cai dudi. Phan con lai co hieu qua cao hon thuoc ve mo hinh phan phoi ky thuat so. Ca hai deu thuoc mo hinh Cai dudi ddi, nhung cai sau dai hon cai trudc.

Ba biroc de' dat du-gc kho hang da dang vd t in

Oilm cat kinh t£

c CO o Q

LNhabanle thong thuong: Nguonglol nh<4n dfii vdi cua hang (nhu

i Tower Records) 2. Nha ban le da hinh: Nguong lot nhu n doi vol cua hang khong phai tra chi phi ban le (nhuAmazon.com)

3. Nha ban le ky thu t s6 don thuan: NguOng loi nhuan C6i vol cua hang khfing co hang hoa v|tt thi (nhu Rhapsody).

San phim

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T I M HIEU PHAN SAU CUA C A I D U O I

Chung ta hay trd lai cau chuyen ciia Amazon de tim niem xem mo Mnh nay hoat dong tren thuc te nhu the nao. Amazon bao gom ca hai mo hinh: pha t ron va ky thuat so; mo hinh sau duoc phat trien trong qua t r inh kham pha each lam mdi de giam chi ph i va giiip d i xa hon ve phan sau ciia Cai duoi.

Budc 1, nhu chiing ta da bi§t, la danh gia ban dau theo Bezos rang: thuong mai dien n i co lo i the co ban ciia mpt trung tam phan phoi dich vu theo don dat hang va lpi the ciia each ban le true tiep theo catalog ma khong phai tra chi p h i i n va gi i i d i hang tr ieu catalog. Do la Amazon 1.0.

Budc tiep theo la giam thieu rui ro ciia kho hang bang each loai bd chi phi doi vdi nhiing mat hang trong kho ciia cong ty. Amazon thuc hien dieu do vdi chuong t r inh ky giii hang hda. Amazon bat dau chuong t r inh nay trong l inh vuc ban sach. Chuong t r inh Loi the Amazon (Amazon Advantage) cung cap cho cac tac gia mpt de an ma mdi nghe cd ve nhu kha vd ly: Tra phi hang nam la 29,95 dola, chuyen sach ciia ban den Amazon, k h i sach dupe ban, cong ty thu 55% doanh so. Tai sao mpt tac gia lai chap thuan? Bdi v i chuong t r inh ky gi i i tien them mpt budc trong viec khac phuc t r i hoan va t inh bat trac ciia don dat hang dac biet.

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Noi ngan gon, no bao dam rang cuon sach cua tac gia se luon co va co the de dang tiep can ma khong phai cau x in nha xuat ban nao ve dieu do.

Budc thU ba trong viec giam chi phi la md rdng danh muc ao bang each khai thac cac nha ban le ldn va cac mdi quan he cua hp vdi cac nha san xuat va phan phoi. Bang each cung cap cong nghe thuong mai dien n i t inh v i cho cac nha ban le ldn nhu Toys "R" Us va Target, Amazon da tao ra co hpi ban hang cho cac doi tac do va de cho ho x i i ly hoan toan van de kho hang. Vol moi khach hang mdi, Amazon them vao danh sach a ia minh hang trieu mat hang.

Tat nhien la khong phai tat ca cac nha ban le ldn deu san sang trao tuong lai a ia hp vao tay ciia Amazon va mpt so thudng duoc yeu cau t rd thanh nha cung cap dpc quyen trong l inh vuc cua hp ve do dung gia dinh hay dd choi. Mac du dieu nay han che kha nang md rpng md hinh Amazon song ve nguyen tac, viec t rd thanh mpt Nha tap hpp-cho-thue cho phep Amazon hudng thanh qua a ia mpt hoat dpng dich vu ma khong phai thuc hien b i t cU nghia vu gi. Nhu eBay cd the chUng minh, ban phan mem va may chii de thu mpt khoan phi co the la hoat dpng co lpi nhuan cao nhat.

Tuy nhien, sU tang trudng a i a mo hinh danh muc ao hda ra khong phai den n i cac doi tac ldn ma la cac doi tac nhd. Nam 1999, Amazon thuc hien chUPng t r inh "Marketplace" m d rpng viec ban hang sang ca

lanh dia a i a eBay bang each cung cap dich vu cho tat ca khach hang. Cac nha ban le va phan phoi ldn nhd,

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tir cac ciia hang d i n cac ca the, co the ban hang tren mang Amazon.com giong nhir san pham ciia chinh Amazon - va khach hang co the mua bat ci i san pham nao mot each de dang. Cuoi nam 2004, Amazon co hon 100 nghin dia chi ban Marketplace va doanh so thu dupe tii ben thU ba nay chiem gan 40% tong doanh so ciia cong ty.

Su noi len nhanh chong ciia mo lunh thuong mai ao nay da day kho hang hoa truyen th6ng t rd lai phan dau. Chua het, nhiing nha ban le theo day chuyen nhu Best Buy phai phan phoi cac mat hang nhu may chup anh ky thuat so tai tat ca cac ciia hang ciia no voi phong doan nhat dinh ve nhu cau 6" dau va den mUc nao. Khong can phai noi, khach hang va san pham phai d ciing dia diem - cung va cau phai gap nhau tai cac ciia hang. Tuy nhien, chac chan nha ban le se doan sai, i t nhat la sai mpt phan, va se co noi het hang trong kh i noi khac lai thUa hang.

Vdi md hinh phan phoi hang hda Marketplace ciia Amazon, san pham luon co san sang tren toan quoc va dupe sap xep va giao ban cung nhau tai mpt dia diem trung tam - do la trang mang ciia Amazon. Sau do, kh i khach hang yeu cau, san pham dupe dong goi va chuyen thang td i khach hang bdi cac nha ban le. Giong nhu cac nha ban le theo chuoi, Amazon cung ket noi va tap trung hda chuoi cung, nhung uu diem ciia md hinh nay la kho hang va khach hang khong nhat thiet d cung mpt dia diem. Dieu nay lai tao dieu kien de dang hon cho cung va cau gap nhau. Tham

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NhOng thj trudng mdi

chi neu chung khong gap nhau, Amazon ciing khong phai tra chi ph i ma ben thu" ba phai chiu.

Khi chuong tr inh nay tiep tuc, Amazon tiep can ngay cang gan hon viec pha bo su dpc quyen ciia toan bp gia de hang. Cong ty khong can phai du doan trudc xem 6" dau co nhu cau, cung khong can phai doan xem nhu cau ldn den dau. Tat ca ru i ro ciia chuong t r inh Marketplace dupe chuyen cho he thong cac nha ban le nho, nhiing ngudi phai dua ra quyet dinh ciia hp dua tren t inh toan xem can phai k inh doanh cai gi (Chiing ta se thao luan them ve su dpc quyen ciia kho hang trong phan "Cai dau Ngan").

KHO HANG THEO YEU CAU

Kho hang hda ao la each tiep can mdi trong viec kham pha Cai duoi, nhung viec loai bo tat ca kho hang vat ly cd the giup kham pha phan dai hon ciia no. Budc tiep theo ciia Amazon la t i m each tiep can gan hon tdi coi niet ban bang each xay dung md hinh luu kho dudi dang so cho den khi hang hda duoc phan phoi.

Mpt trong nhUng van de trong k inh doanh sach la rat nhieu sach chi ban dupe mpt hay hai quyen/nam. Nhin chung, nhUng dau sach ban dupe mudi quyen

cung khong the t r u nd'i. Ngay ca kh i chi ph i chUa sach chi la 1 dola cho den khi ban dupe (giU sach trong vong 1 nam), ngudi ban sach ciing phai dat van de lieu cd

tiep tuc giU sach nhung chi ban dupe vdi so lupng i t

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CAI DUOI DAI

hay khong. Dieu ma ngudi ban le mong muon la co duqic mot mo hinh lanh te hieu qua doi vol nhung quyen sach chi ban dupe 1 ban/nam. Dieu do co nghia la phai day phi hru kho xuong gan bang khong.

Giai phap cua Amazon la in-theo-yeu-cau. Sach dupe luu d dang du lieu so cho den kh i dupe dat mua, kh i do chung dupe in bang may i n laser va trong giong nhu nhirng quyen sach binh thudng. Do chi phai luu d dang dvt heu so trudc khi dupe in ra nen chi phi hoan toan tuong Ung vdi lo i nhuan. Ndi theo each khac, chi phi san xuat va luu kho cua nhirng cuon sach in-theo-yeu-cau khong dUOc mua chi bang khong. Hieu qua k inh te cua md hinh nay cao den mire mot ngay nao do chiing ta co the ban bat cir quyen sach nao da tung dUOc xuat ban. Neu ban la ngudi ban sach, ban se khong ban tam ve loai sach va khong can chUa san sach bdi v i chi ph i se gan nhu bang khong.

Do la mo hinh ly tudng. Thuc te hien nay la hau het sach ban chay dupe in nhieu trong kho hang va sach in so lupng i t chi dUdc in vai t ram quyen. Tuy nhien, viec giam chi phi do tien bd ciia cong nghe se bien cac con so do thanh con so ly tudng la mpt ban in cho mpt cuon sach.

Amazon da bat dau trien khai may in cong nghiep trong kho hang ciia cong ty. Vao giUa nam 2005, cong ty da m d rdng manh me nang luc bang each sap nhap vdi BookSurge, mpt cong ty hang dau in-theo-yeu-cau. Sau do vai thang, cong ty da ap dung cong nghe nay sang l i n h vuc p h i m anh bang each mua cong ty

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Nhung thj truong moi

CustomFlix, mot cong ty san xuat dia DVD-theo-yeu-cau. Gio1 day, Amazon co the duy t r i kho hang ma khong can khoang khong vol chi phi bang khong: sach va ph im anh dupe luu t n i dudi dang tep du" lieu cho den kh i chiing dupe dat mua.

Thuc ra, Amazon khong phai la cong ty phat minh ra khai niem in-theo-yeu-cau. Day la giac mo n i lau trong nganh in sach, nhung cho den gan day, in-theo-yeu-cau van chUa vuot qua dupe rao can ve ky thuat va k inh te. That ngac nhien la viec i n mot quyen sach bia mem dep lai khong he kho. T n i khi ban co chuyen mon (phan biet cac trang co anh ben trong cuon sach), ban se khong the phan biet dupe mpt cuon sach mdi mua t i i Amazon la do nha xuat ban an hanh hay do mpt may i n laser tai mpt trong cac kho hang ciia Amazon

Bat chap nhiing uu the ve kinh te nhu tren, nganh cong nghiep in an con lau mdi chuyen ddi han sang mo hinh in-theo-yeu-cau. In theo kieu truyen thong dUdc coi la re hon nhieu do sd lupng in ldn. Chi phi chuyen mpt cuon sach sang dang dU lieu sd theo mau in-theo-yeu-cau van con cao. Nhu tdi da viet, in-theo-yeu-cau chi dap Ung dupe mpt sd khd giay, do do sach cd khd to hoac nhd hdn can phai dupe thiet ke va dinh dang lai. 6" day, can phai giai quyet dupe van de ban quyen. Vdi sach cii hdn, can phai dupe sU cho phep ciia tac gia. Tuy nhien, nhieu tac gia lo ngai rang gia sach in-theo-yeu-cau (cao hon vai dola so vdi in truyen thong) se lam giam sd lupng ban, do do hp khong chap nhan.

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CAI DUOI DAI

Tuy nhien, tiem nang cua mo hinh in-theo-yeu-cau la rat Ion. Chi phi Ion nhat doi vol nha xuat ban la chi ph i tra lai sach n i cac ciia hang ban sach, mot dieu duoc chap nhan hien nhien trong nganh xuat ban. Ly do cac cUa hang sach yeu cau cao hon la do hp muon cUa hang se khong b i thieu sach va chi phi in thUa lai do nha xuat ban chiu. NhUng neu cac a ia hang sach biet rang nhu cau ciia hp co the dupe dap Ung bang mo hinh in-theo-yeu-cau giUa nhiing lan tai ban, hp co the se khong can thiet phai yeu cau nhieu hon thuc te va giup lam giam lupng sach tra ve mpt each can ban.

Do do, hieu qua ciia mo hinh in-theo-yeu-cau khong chi diing lai P viec giup di kham pha xa hon Cai dudi ddi, ma la lam tang hieu qua ciia Phan dau ciia Cai dudi. Khong can phai ban cai, day la mo hinh co sUc thu hut Ion va se phat trien cung vdi Ung dung a ia cong nghe.

SIT CAO CHUNG D6NG LOAT CUA KHO HANG

Bien phap giam gia toi da la diing sii dung cong nghe truyen thong va chuyen sang sii dung ky thuat so dang bit. Cac nha tap hpp ky thuat so luu trU kho hang a i a hp trong cac d' ciing va phan phoi thong qua dudng truyen bang rpng. Chi ph i san xuat, luu kho va phan phoi san pham tiep theo gan nhu bang khong, va phi ban quyen se dupe tra kh i hang hda dupe ban. Do la th i trudng theo-yeu-cau cuoi cung: bdi v i hang

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Nhung thj truong m6i

hoa d dang so nen chung co the dupe nhan ban va ban bao nhieu lan tuy thich, n i 0 cho den hang t i lan. Mot san pham hit va khong ban dupe chi ton tai nhu hai tep trong co sd du" Ueu, binh dang ve cong nghe va chi ph i luu t ru .

Ngay nay, mo hinh nay dang dupe iTunes, Rhapsody va cac dich vu am nhac khac si i dung rpng rai. Tuy nhien, chiing ta hoan toan co the ap dung sang nhieu linh vuc khac. Xu hudng chii dao trong thdi dai ciia chiing ta la so hda san pham trudc day la vat the va mang chiing ve nha qua mang.

Vdi bang hinh, th i trudng ky thuat so bao gom cac dich vu bang-hmh-theo-yeu-cau mang t inh thuong mai do cac cong ty Internet cung cap va bang h inh tren mang do cac trang mang nhu Google Video cung cap. Cong nghe trao dd'i dU Ueu peer-to-peer nhu BitTorrent dang tao ra hang t ram th i trudng bang l i inh ky thuat so phi thuong mai va iTunes dang k inh doanh phan mem tai n i tren mang cho may iPod. Mpt so npi dung trao ddi la bang hinh truyen hinh, tao ra mpt thi trudng bang h inh sd tren mang gidng nhu TiVo tren bau trdi . Cac nha cung cap khac ban p l i im anh tren mang, gidng nhu Netf l ix (la cong ty di dau trong l inh vuc nay).

Games dien n i von trudc kia dUdc ban thong qua dia hoac DVD, nay dupe chuyen thanh cac tep chuyen den

ban games trong t i ing phong khach. Dieu nay tao ra mpt th i trudng mdi, bao gom di i loai, ni" games cd dien, games phu, den viec ket hpp npi dung phu trp nhu cac

nhan vat va t r inh dp mdi . Nintedo dang nham vao th i

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tnrdng tren vdi ban dieu khie'n games mdi cd ten la Cach mang (Revolution), co chile nang WOng thich vdi cac games cu, vdi day d i i cac games theo md hinh Cai duoi ddi - games vui nhdn hay cd' dien cd the tai xuong vdi chi ph i nhd.

Dieu w o n g tu" ciing dien ra doi vdi sach dien n i va sach am thanh, bao va tap chi tren mang, hay phan mem. Tat ca nhirng gi trudc day duoc phan phoi bang giay hoac nhua vdi rat nhieu sU phUc tap trong luu chUa va phan phoi. Nay t i t ca dUOc chuyen sang dang so vdi nhirng quy luat kinh te tudng Ung trong the gidi so. Qua tr inh chuyen doi doi vol moi san pham la khong giong nhau, do do tai sao sach va tap chi giay van la su lUa chon Ua thich ciia nhieu ngudi. Tuy nhien, su khac biet dang dan thu nho va loi the ciia viec phan phoi san pham ky thuat so la khong the cudng lai dUdc.

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N H I I N G N G U d l T A P T H I HIEIJ M C l I

NHUNG CON KutN CO LOA. CHUNG DANG NOI GI THE?

Ngay xua ngay xua, chi co mpt each de quang ba cac album ban chay la dai phat thanh. Khong co phuong tien nao co nhieu ngudi nghe nhu vay. Chen chan vao danh sach ciia dai phat thanh la viec kho khan (dac biet la sau k h i viec dua tien de quang cao san pham b i cam), nhung mpt bai hat neu dupe phat di phat lai t h i se co nhieu kha nang trdi thanh ban chay. Sau do, vao nhUng nam 1980, MTV ra ddi t rd thanh phuong tien thU hai tao ra cac bai hat hit. MTV it co kha nang quang ba am nhac mdi, nhung anh hudng a ia nd doi vol mpt the he th i khong phuong tien nao cd the sanh kip. Doi vdi cac cong ty am nhac ldn, do la thdi ky huy hoang. Canh tranh dien ra thuc su khac nghiet nhung do la cong viec k inh doanh ma hp am hieu. Hp hieu quy luat va cd the van dung chiing

trong k inh doanh.

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Nhung gid day, dai phat thanh phat nhac rock duong nhu dang of giai doan cuoi cua qua t r inh thoai trao va MTV khong con phat nhieu bai hat nUa. Vay th i truong am nhac se d i ve dau? NhUng cong ty ldn biet rang cau tra Idi la qua mang, khai thac t iem nang ciia luc luong quang ba dang thay the t h i t rudng truyen thong trong viec tao ra nhu cau. Du vay, hp van dang t i m each lam the nao de khai thac tot nhat th i trudng nay.

Chiing ta dang d trong thdi ky vdi nhUng thay ddi co ban ddi vdi cac nha quang ba th i trudng. Niem t in vao quang cao va cac to chUc tra tien quang cao dang b i xoi mdn, trong kh i niem t i n vao cac ca nhan dang tang len. Khach hang chia se mang ngang hang1 t in nhau. Cach tiep can n i tren xuong dang mat dan tac dung, trong kh i do, thong t in tU dudi len dang phat huy hieu qua. Cong ty Dell da chi hang tram trieu dola moi nam de quang ba chat lupng va cham sdc khach hang nhung neu sii dung Google tra n i khoa "dell hell"2, ban se thu dupe 42 nghin trang co ket qua chi trich san pham Dell. Tham chi vdi n i khoa "dell", ban se t im dupe Idi chi trich d ngay trang ket qua thU hai. Su dao ngupc tren dang lam thay ddi hoan toan phuong phap quang ba san pham, n i san pham ca the den ngudi tieu dung. So dong dang chi phoi thong diep.

Doi vdi mpt the he khach hang quen mua hang qua

1 Tire nhirng ngudi sii dung cong nghe peer-to-peer. 2 Tam djch: Dell toi.

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cong cu t i m kiem th i thuong hieu ciia mot cong ty khong phai la nhiing gi cong ty quang cao ma la nhiing gi Google noi ve cong ty do. NgUol tao thi hieu moi chinh la chiing ta. L61 noi ciia chiing ta gid day t rd thanh hoi thoai xa hoi, duoc truyen tai qua binh luan blog va y kien khach hang, duoc doi chieu va kiem tra ky ludng. NhUng con kien gid da cd loa.

Cau hdi lam the nao de thuc day nhu cau trong mot t h i gidi nhu vay co tam quan trong then chot, va trong chuong nay, toi se mieu ta nhiing ky thuat de dat duoc dieu do. Tuy nhien, trudc tien td i se bat dau trong nganh am nhac, noi khdi dau ciia qua t r inh kham pha Cai duoi dai Ba ban nhac se ke chuyen ve mot thdi ky ma quyen luc da chuyen n i cac nha san xuat am nhac sang ngudi ham md va nhiing tang ldp khac nhau ciia xa hdi. Ket qua k inh doanh ciia ba ban nhac tren la khac nhau - mot that bai, mot thanh cong, mot n i t ra bai hoc rang cac ban nhac cd the se khong can thudng hi?u - nhung ciing nhau, chiing mieu ta nhUng thach thUc ciia viec ban am nhac trong ky nguyen mdi khi cac khach hang dUOc trao quyen.

BONNIE MCKEE

Thang 9 nam 2004, cong ty thu thanh Reprise (mot chi nhanh ciia tap doan Warner) phat harm album dau

tay ciia mot ca si luc do 19 tuoi ten la Bonnie McKee. Do la mot sU khdi dau day khd khan. Cong viec thu

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thanh phai thuc hien hai lan va b i t r i hoan mpt nam trong kh i cong ty phai t i m dau ra cho dia nhac - va cho ca si. Mac du con tre nhung McKee da sd hUu giong khan rat truong thanh, da t u sang tac va rung gap nhieu rac ro i vol tuoi tho chim ngap trong ma tuy va t inh due. Co da ket hon of tuoi 18 nhung lai cong khai hen ho vdi nhUng ngudi dan ong khac, co khi vol ngudi gap doi n id i ciia co. Than tupng ciia co la mpt ca si boc dong co ten Fiona Apple di theo dong am nhac rat kho phan loai.

DUa tren qua khU bat hanh va gian nan ciia co, Reprise cuoi cung da quyet dinh xep McKee vao the loai nhac rock t u bien t u dien gidng nhu Sheryl Crow. Hp dat ten album ciia co la Trouble (Dieu phien muon) va tien hanh mpt chien dich quang bao tren dai phat thanh danh cho ngudi ldn nham vao phu nU d dp nidi cudi 20 va dau 30.

D u bao do ciia cong ty chUa dung nhieu dieu khong chac c h i n - tham chi cac bai hat khong the giup doan dupe npi dung va dia diem xuat xU ciia ca si - va ddi vdi bai hat mdi khong gidi thieu xuat xU th i co rat it kha nang thanh cong. Dai phat thanh cung khong con la phuong tien quang ba duy nhat. Do do, trong khi chuan bi, cong ty da dua trudc mpt sd bai hat len mang am nhac, trong do cd mang Yahoo!, noi cd dich vu phat thanh Internet mien phi cd ten la LAUNCHcast. Mpt t r o n g nhUng dac d i e m dupe b ie t den nhait ciia LAUNCHcast la trang mang nay cho phep hang trieu ngudi t ruy cap lua chpn ban nhac va gidi t inh theo y

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thich, nghe nhac cua nhUng ban nhac va ca si do mien phi. Reprise muon t h i i xem thinh gia co the giup xac dinh loai h inh am nhac ciia McKee.

LAUNCHcast dupe xay diing tren he thong danh gia bai hat "tuy theo th i hieu", nghia la he thong nay se giiip ban t im bai hat dua tren sd thich ciia minh. Khi moi bai hat duoc phat, se co mpt ciia sd nho yeu cau ban danh gia bai hat, ca si va album theo th i i t u nr mpt den nam sao va theo yeu cau, n i "khong bao gid muon nghe" den "Liic nao ciing muon nghe". Khi ban nghe nhac va dua ra danh gia, phan mem ciia Yahoo! se nhap thong t i n ciia ban va thay ddi danh sach bai hat cho cac bai hat tiep theo.

N h u n g do k h o n g c h i la v a n de p h a n m e m . LAUNCHcast ciing cd muc tieu t i m hieu nhung thinh gia va sU dung y kien ciia hp de dinh hudng ngudi nghe. Do day la dich vu tren mang vdi hang trieu ngudi truy cap nen Yahoo! cd the thu hang tram trieu y kien khen che moi nam, dua ra danh gia ve gu ciia ngudi nghe vdi dp chinh xac cao. Dieu nay cho bi§t thong t in khong chi ciia ngudi nghe ma con giup cung cap cho hp am nhac theo sd thich va dinh hudng cho nganh am nhac. Ngoai la mpt dich vu am nhac mien phi , LAUNCHcast con la mpt co may tham do du luan ldn. Nd thudng xuyen d i theo nhip dieu ciia van hda, t im hieu th i hieu ciia hang tr ieu th inh gia de cac ca si t im each dap Ung.

Neu cd nhieu ngudi ndi rang hp thich Groove Armada va The Crystal Method th i cd the cd mdi lien h? nao

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CAI DUOI DAI

do grtfa hai dong nhac nay, mac d i i sif that la mpt dong nhac dupe danh gia la "nhip dieu cham", con dong kia la "nhanh va manh". Su lien he do khien Yahoo! dUa hai ban nhac tren trong ciing mpt danh sach mpt each thudng xuyen hon, va neu danh gia t ich cue ciia tWnh gia tiep rue tang len th i moi lien he do lai cang dupe tang cudng.

Mac du Yahoo! tao ra danh sach bai hat cho timg doc gia, doi kh i trang mang nay ciing gidi thieu mot so ca si va bai hat mdi de xem dpc gia phan Ung nhu the nao. Cac dai phat thanh cung lam dieu nay nhung thudng chi vdi nhirng ca si da thanh danh va sau mpt qua t r inh th i i nghiem ciing nhu quang ba thuong hieu. Su khac biet la d cho Yahoo! dupe coi la cd hang trieu dai phat thanh, moi dai dude dieu chinh de dap Ung mpt khach hang. Nd cd nang luc phat song vd tan va do do, ciing giong nhu cd kho chUa hang vd tan, no khong cd sU phan biet the loai am nhac. Do do, nd co the t h i i nghiem ca si va album mdi - vai nghin bai hat moi nam, hau het so do khong dupe phat song tren dai phat thanh truyen thong.

Neu mpt bai hat mdi dupe mpt so ngudi nghe danh gia cao trong lan nghe dau tien, Yahoo! se dUa bai hat do vao danh sach. Khong giong vdi dai phat thanh truyen thong, Yahoo! biet kha rd nhUng thinh gia thich bai hat do nhu gidi t inh, dp tuoi, ma vung dien thoai, va t h j hieu nghe nhac bang each xem lai thai dp va each cho diem ciia hp doi vdi cac bai hat trudc. Neu dupe s i i dung dung, nhirng thong t i n tren se giup md

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NhOng nguoi tao thj hieu moi

ra mot each quang ba am nhac mdi - truyen mieng, dUOc khuech dai bdl phan hoi n i nhiing ngudi nghe.

Dieu do da keo Reprise den vdi dich vu nay. Nham t im hieu th inh gia cho gipng ca McKee, Reprise quyet dinh si i dung kha nang cua Yahoo! trong thU nghiem nhiing ca si mdi bang each dUa len mang bai hat cua cd co ten la "Somebody" trong danh sach bai hat danh cho ngtidi ldn, giong nhu doi tuprig thinh gia ciia dai phat thanh ma cong ty dinh sU dung. Cong ty da chi them tien de dUa bai hat a ia McKee den vol nhieu ngudi nghe hon vol hy vong nhan dupe danh gia a i a khach hang ve giong a i a co. Sau vai tuan, Yahoo! da co cau tra lo t "Somebody" t rd nen rat nd'i tieng, nhung vdi cac nhom dan so khac nhau va dieu ngac nhien la khong phai vol nhom phu nU lUa tuoi 25-35 ma cong ty da nham vao.

Bao cao a ia LAUNCHcast cho biet thong t in ve thinh gia a i a McKee trong tuong quan vdi do tudi nhu sau:

THANH PHAN NGUOI NGHE

Phu ntf 13-17 tuoi 29,9% Phu nti duoi 13 tuoi 17,2% Phil nil 18-24 tudi 15,9% Nam gidi 13-17 tuoi 8% Nam gidi 18-24 tudi 6,4% Nam gidi dudi 13 tudi 4,4% Phu nU tren 25 tudi 11% Nam gidi tren 25 tudi 7,2%

Bai hoc d day la rd rang. Respise da phan doan sai.

Thay v i thu hut phu nU d do tudi 20 va 30, Bonnie cd

185

CAI DUOI DAI

sUc hut doi vol phu m i tre hon nhieu, vol gan mot niia so ngudi nghe dudi 17 tudi. Thay v i dUa ra lien he vdi nhiing nghe si nhu Sheryl Crow, ngudi nghe thudng t im kiem cac nghe si nhu Avri l Lavigne, Britney Spears va Gwen Stefani. Hda ra nhieu cd gai tre cd the phat hien ra tudi tho dU ddi va cam nhan dupe cau chuyen lang man trong nhac cua McKee.

GiUa thang 11 nam 2004, "Somebody" t rd thanh bai hat duoc choi nhieu thU mudi tren LAUNCHcast. Cudi ciing, ket qua la Bonnie McKee lot vao Top 50 lenh t im kiem nhieu nhat tren mang.

Thong t in tren budc cac nha quan ly am nhac phai thay ddi co ban each quang cao cho Bonnie McKee. Hp thay ddi hinh anh ciia cd, nhan manh nhiing net dpc dao. Hp ket luan rang cd khong gidng vdi Sheryl Crow hay Britney Spears ma la mpt ca si ndi loan nham thu hut tam ly gian dU ciia cac th inh gia thieu nU.

Do la mpt quyet d inh thong minh, nhung khong mang lai hieu qua. Album ciia cd chi ban dupe 17 nghin ban. Bat chap thong sd ve dan sd va dia ly ciia khan gia nghe bai hat ciia co, bai hat ciia co van khong dupe phat tren song. Robin Bechtel, ngudi dieu hanh chien djch quang ba cho biet: "Dieu chung td i n i t ra la neu mpt ban nhac xay dung dupe dpi ngu ngudi ham mp tren mang trudc, hp se co cd hdi ban nhieu CD hon khi bai hat ciia hp dupe phat tren dai phat thanh va MTV. Nhieu nghe si khong di theo each do da that bai hoac khong duoc phat tren dai phat thanh, hoac la chi dupe tai nhiing bai hat hay tren mang ma khong dupe

186

Nhung nguoi tao thj hieu moi

mua toan bo album. Dudng nhu ngudi ham mo khong quan tam den ca si ma chi quan tam den bai hat".

Ba cho rang nhu cau doi vdi bai hat ciia McKee da co ban duoc dap ting miHn phi tren mang. SUc hut cua ca si nay rd rang khong du ldn de khien ngudi nghe muon nghe cac bai hat khac. Van de khong phai la dua len va quang ba, ma la thieu su ung hp chinh thong tir dong dao ngudi nghe. Ban dupe bai hat tren mang ngay nay khong chi la dUa ra mpt bai hat hay, nd doi hdi phai xay dung dupe co sd ngudi ham mp, neu ly tudng th i la nhirng ngudi biet each truyen thong diep tren mang.

B A N N H A C MY CHEMICAL ROMANCE

Reprise tim thay mpt vi dp phu hpp ve luc lupng ngudi ham mp vdi ban nhac punk-pop nam thanh vien tai New Jersey co ten My Chemical Romance. Ban nhac nay cho ra mat album Three Cheers for Sweet Revenge cung vdi thdi diem album ciia McKee nhung day la album thU hai cua hp. Album dau tien cua hp ban dupe 10 nghin ban, so lupng nhd nhung dam bao chac chan. nam thang trudc kh i ban nhac nay cho ra ddi album thU hai vao thang 5 nam 2004, Reprise tien hanh dua cac b a i h a t l en m a n g n h u Shou tweb . com va AbsolutePunk.net tap trung vao so ngudi nghe chii chot

cua album thU nhat vdi hy vpng se tao dupe sUc hut

rpng hdn.

187

CAI DUOI DAI

Cong ty ciing dUa ban nhac nay len hai trang mang tuong d o i m d i ( luc do) la PureVolume.com va MySpace.com. Cong ty da dUa cac bai hat tren mang tren PureVolume de quang ba va tang mien phi Video Clip bai hat "I 'm Not Okay (I Promise)".

Sau kh i dUa len mang, Reprise co the thay dupe ket qua. Qua d i i Ueu truyen tai, cong ty cd the thay su" quan tam tang len doi vdi cum t u "Not Okay", nhUng cung cd nhieu lenh t i m kiem doi vdi bai hat "Helena". Theo do, cong ty cho ra ddi dia don tiep theo la "Helena" va vol su yeu cau ciia ngudi ham md, bai hat nay da duoc phat song. Vao cuoi mua he, "Helena" t rd thanh bai hat dupe yeu cau nhieu nhat ciia ban nhac.

Khi ban nhac cong dien vao thang 9, Reprise md rdng quang cao sang Yahoo! Music and AOL, bao gom ca am thanh, hinh anh va cac buoi bieu dien tren mang. Trong khi do, ngudi ham mp truy cap vao dia chi tren mang c i ia ban nhac va MySpace. Ban nhac My Chemical Romance co so lupng thu dien n i ldn nhat ciia tap doan Warner.

Ban nhac da ban dupe 1,4 trieu album, t rd thanh mpt trong nhung ban nhac ban nhieu dia nhat trong nam. Ly do chii yeu la dai phat thanh va MTV dua ban nhac den vdi dong dao dpc gia nhung ban nhac nay bat dau nd'i tren mang tren mang va da xay dung dupe uy t in trong mpt nhom dpc gia chii chot.

Su khac nhau giUa ban nhac My Chemical Romance

va McKee la gi? Ngoai tai nang, My Chemical Romance

188

NhOng nguoi tao thj hieu moi

co left the la da co co sd ngudi ham mp qua album dau tien va nhung buoi cong dien tren mang. Co hang ngliin nguoi mong muon mua bai hat cua ban nhac nay va khi cong ty dua ra mot so bai hat tren mang, hp phan hoi vol b inh luan manh me, bao gom ca viec yeu cau phat thanh. Dieu do da dua ban nhac len song va dupe biet den vol so lupng dpc gia mdi va dong dao hon.

Ngupc lai, McKee lai la ca si tuong doi i t dupe biet d i n va hau nhu chua bieu chin true tiep. Mac du khan gia thich bai hat cua co tren Yahoo! nhung dieu do chua dti de tac dpng vao hanh v i ngudi ham md. Hp khong mua album va khong muon biet them ve cd. Tren dia chi MySpace, My Chemical Romance cd hon 1 trieu "ban", McKee co 12 nghin. Do la dieu khac biet.

BAN NHAC BIRDMONSTER

Vi du cuoi ciing la ve mpt ban nhac nhd hon nhieu nhung tdi biet rat rd v i nd lien quan den mpt dong nghiep trudc day ciia tdi . Trong qua t r inh viet cuon sach nay, tdi quyet d inh nghien cuu su tien trien ciia ban nhac Birdmonster, mpt ban nhac day trien vpng den tU San Fransisco vol ngudi sang lap la Peter Arcuni, trp ly bien tap tap chi Wired. Kinh nghiem ciia ban nhac

nay rat cd ich.

Birdmonster la mpt v i du dien hinh cho thay ba luc lupng ciia Cai dudi ddi dang pha vd nguyen trang trong

nganh am nhac. Giong n h u tat ca cac ban nhac rock

189

CAI DUOI DAI

khac, Birdmonster phai xoay t rd de co hop dong bieu dien. Nhung thay v i quay ray cac chu cau lac bo th i cac thanh vien lai t i m ra each thUc thong minh hon. Theo thU t u ciia cau lac bo, nhung ngoi sao bieu dien duoc dang ky dau tien. Sau do, k h i ngay thang dUOc an dinh, cau lac bo se t i m cac tiet muc phu. Do lich ciia cau lac bo dUOc dUa len mang nen co hoi tham gia tiet muc phu co the duoc t im thay qua lenh t im kiem "TBA" va mot vai n i khoa khac lien quan den cau lac bo dia phuong. Do don thuan la van de hen he va dua ra de nghi duoc bieu dien.

Tuy nhien, duoc chii cau lac bo de y den la chua dii; ho can biet rang ban co the thu hut mot dam dong. Do do, Birdmonster si i dung chien thuat quang cao tren Internet. No bat dau voi viec lap ra danh sach giii t hu tren mang va khuyen khich ngudi ham md dang ky t r d thanh "ban" tren dia chi ciia ban nhac tren MySpace. Nd dua vai bai hat len va liet ke mot so hop dong bieu dien cung vdi nhiing tam anh. Nhiing ngudi truy cap cd the kiem tra, nghe hat va xem cac bUc anh ve lan bieu dien trudc va doc Idi b inh ciia doc gia.

Birdmonster cung thu hut cac dai phat thanh tren I n t e r n e t . C h i n h "Ted" , ch i i t r a n g mang BagelRadio.com.com ciia San Fransisco da thuyet phuc chii cau lac bo danh cho Birdmonster bud'i bieu dien ldn va la hop dong dau tien cho loat cong dien bai hat Clap Your Hand Say Yeah. Birdmonster da bat dau co duoc cho dung trong cuoc canh tranh giUa cac ban nhac, ciing vdi ban nhac rock da do White Stripes.

190

Nhung ngudi tao thj hieu mdi

Do la hie vuon xa hon muc dich ky cac hop dong bieu dien true tiep. Ban nhac da thu ba bai hat trong mot phong thu dia phuong va t u lam thanh dang mot album nho, sau do gii i den dich vu am nhac co ten CD Baby va uy thac dich vu nay ban chung tren mang. Den lupt CD Baby lai truyen bai hat so den iTunes va cac mang am nhac hit khac de ban hay truyen d i giong nhu cac bai hat noi tieng khac.

Ban nhac sau do gui cac bai hat va b inh luan ca nhan qua t hu dien n i den mot loat blog MP3, nhan dupe danh gia tich cue doi vdi vai bai hat nhu Music for Robots, do do cang thu hut them khan gia. Trang mang tren MySpace ciia ban nhac bat dau nhan duoc y kien a i a ngudi ham mp, sau do la cac nha quan ly, cong ty bang dia yeu cau ky hpp dong.

Tuy nhien, mpt dieu ngac nhien da dien ra sau do: Birdmonster khong chap thuan cac Idi mdi. Nhu Arcuni da ndi: "Chung td i khong phai la bat hpp tac vdi cac cong ty am nhac nhung lp i ich a i a viec nay (rui ro va phan thudng) khong giup nhieu cho ban nhac".

Mpt cong ty am nhac ve co ban cd bon chUc nang:

(1) Phat hi?n tai nang; (2) Tai trp (cac ban nhac phai tra trudc phi thue phong thu giong nhu dau t u t u ban);

(3) Phan phoi va (4) Quang ba.

Theo quan diem a ia Birdmonster, hp khong can mpt

cong ty de lam nhung viec do. Mpt CP sd ngudi ham

mp dia phuong dong dao qua quang ba tren mang da

cd dpng tai nang ciia hp. Cong nghe thu ky thuat so

191

CAI DUOI DAl

da lam cho chi phi thu thanh re hon bao gid het - ho cd the thu bai trong vai ngay tai phong thu, sau do ph6i kh i va hoan thien tai nha bang may t inh ca nhan. Chi ph i cho toan bo mot album thap hon 15 nghin dola, so tien hp co the vay va chi tra bang tiet kiem. CD Baby va cong ty Cinderblock cung cap dich vu phat hanh va kha nang tiep can cac trang mang nhu iTunes, Rhapsody va cac mang hang dau khac. MP3 blogs va MySpace giup quang cao mien phi .

Hp ly giai: vay th i tai sao phai gan bd vdi mpt cong ty kh i hp co the t u thu va phan phoi am nhac cung nhu giU dupe su dpc lap sang tao? Neu album t u phat hanh ciia hp cd ket qua tot, hp se cd v i the dam phan manh hon vdi cong ty am nhac trong viec dua dia nhac ban tai cac ciia hang, hay vdi album thU hai, giong nhu ban nhac My Chemical Romance phat hanh sau album thU nhat. Neu dia nhac thU nhat khong cd k i t qua tot, ban nhac van con cac bud'i bieu dien true tiep va cong dien von la phan tot dep nhat doi vdi mpt ban nhac. Do do Arcuni bo viec tai Wired (chung td i b i thiet!) va bat dau cupc song ciia mpt nhac si chuyen nghiep trong ky nguyen so DIY, k h i cong nghe da chuyen quyen luc n i cac cong ty td i cac ban nhac.

QUYEN LUC CUA T i N H BAO T A P THE

Bang xep hang am nhac ciia Yahoo!, Google PageRank, MySpace, danh gia ciia khan gia tren Netflix

192

NhOng nguoi tao thj hieu moi

la nhiing trang mang tap hop tri tue cua so dong. Hang trieu ngudi thudng xuyen tao ra gu thudng thUc mdi. Mot so hanh dong vol t u each ca nhan, so khac theo nhom lo i ich va mot so khac don thuan la nhung dam ngudi duoc phan mem theo ddi t u dong de biet each sU dung mang hang ngay ciia hp.

Lan dau tien trong lich sU, chung ta co the do dem cac hinh thUc tieu diing, cac xu hudng va sd thich ciia toan bp th i trudng tieu diing trong mpt thdi diem va cd the nhanh chong dieu clrinh san xuat de dap Ung. NhUng ngudi tao th i hieu nay khong phai la ldp ngudi sieu-tinh-hoa ma chinh la chiing ta.

Cac nha nghien cuu xu hudng kinh doanh tai tap doan co van Frog Design cho rang hien tupng nay chinh la mpt su thay ddi trpng dai:

Chiing ta dang ni biet Ky nguyen Thong tin va budc vao Ky nguyen Khuyen nghi. Ngay nay, viec tiep can thong tin qua de dang, ban cd the thay thong tin tren dudng pho. Tap hpp thong tin khong con la van de -dua ra quyet dinh diing dua tren thong tin mdi la khd khan... Khuyen nghi cd vai trd nhu Idi chi dan trong md bong bong thong tin, gidng nhu ngudi chii cua hang rupu chi dan tdi t im ra rupu vang Phap de uong vol mon mi dng.

Su truyen mieng chinh la luc lupng thU ba ciia Cai duoi dat khai thac t inh cam ciia ngudi tieu dung de ket noi cung va cau. Luc lupng thU nhat phd bien hda qua t r inh san xuat, tao ra sU phan bd ciia Cai dudi.

193

CAI DUOI DAI

Luc lupng thu hai pho bien hoa qua tr inh phan phoi, lam cho hang hoa luon co the tiep can. Nhirng hai luc luorig tren la chUa dii . Chi den khi xuat hien luc lUpTig thUba, giup con ngudi t im thay nhUng gi hp muon trong the gioi hang hoa sieu du thUa ve chiing loai, kich thudc thi th i trudng Cai dudi ddi moi thuc sU xuat hien.

NhUng ngudi tao ra th i hieu mdi don gian la nhirng ngudi co quan diem dupe k inh trpng. Hp gay anh hudng den hanh v i ciia ngudi khac, bang each khuyen khich mua nhirng mat hang ma le ra nhirng ngudi do le ra se khong mua. Mpt so ngudi tao ra th i hieu la nhUng chuyen gia truyen thong: nhirng nha phe binh am nhac va ph im anh, bien tap vien hay ngudi th i i nghiem san pham. Do quan tam ciia chung ta dupe

md rpng vdi sp bung no' da dang chiing loai san pham nen nhu cau doi vol nhirng ldl khuyen dang t in cay do cung dupe m d rpng den nhUng thi trudng ngach nho

nhat. Nhirng cong ty nhu Weblogs, Inc. da thanh cong

trong viec tao ra blog de dap Ung nhUng quan tam hep, tU binh lan khi nen den cac dung cu ket noi Internet

khong day hay cong nghe sinh hpc.

Nhirng ngudi tao th i hieu khac la nhirng nhan vat

nd'i tieng. Hp dua ra nhirng chi dan dang t in cay va co anh hudng ngay cang ldn doi vdi tieu dung. TU viec

quang cao san pham tren t ruyen h inh den nhUng thanh cong ldn ciia tap chi InStyle (vdi sang tao ldn nhat la khong cat anh phan chan ciia nhan vat de

quang cao giay), sUc manh ciia nhUng nhan vat noi

194

Nhung ngudi tao thj hieu moi

tieng dang tang len ve mat tao ra anh hudng doi vdi nganh ban le. Co the ban khong dong y nhung Jessica Simpson chinh la ngudi tao ra th i hieu.

Nhung khong phai tat ca ngudi noi tieng deu la ngoi sao Hollywood. Do van hda ciia chiing ta b i phan nho thanh mpt trieu nen van hoa sieu nhd nen chiing ta dang chiing kien mot su noi len ciia nhiing ngudi noi tieng trong pham v i hep. Trong the gidi cong nghe, hp la nhiing blogger cd the hie nhu nhom sang lap ra DailyCandy - mpt blog ve thdi trang, hay BoingBoing - mpt dia chi ve cong nghe va van hda ngach, vao thdi diem toi viet cuon sach nay dang la blog noi tieng nhat the gidi. BoingBoing cd kha nang phat hien ra san pham hap dan, nhu game "20 cau hoi" gia 15 dola dUOc xay dung dUa tren he thong than k inh dien tU va dupe hudng dan sU dpng tnic tuyen, da thu hut di i

khach hang tren mang va ban het hang chi trong mpt

ngay. Nhiing ngudi nd'i tieng trong pham v i hep khac tham chi con cd pham v i hep hon, nhu nhung ngudi dua nhac pham t rd thanh nd'i tieng trong cac danh

sach bai hat ciia iTunes hay nhan vat tao ra nhUng blog am nhac nd'i tieng nhu Pitchfork Media.

Thai dp ciia dam dong cung tao ra th i hieu va day

la hinh thUc de dang nhat ciia t inh bao phan phoi.

NhUng v i du ve dam dong la dan truy cap Flickr, mpt

trang mang chia se hinh anh cho phep ban sang tao

ra cac loai anh ciia rieng ban (ban cd the nhin thay

Paris Hil ton trong anh, nhung tdi nhin thay cd ta trong

195

CAl DUOI DAl

dien thoai Sidekick, do do toi dat ten anh la "Sidekick") va nhirng ngudi ket noi tren mang danh sach cua cac trang mang ho muon truy cap trong tudng lai.

Nhirng thanh vien cua dam dong do co the khong nghi rang ho la ngudi dua ra khuyen nghi hay chi dan. Hp chi lam nhung viec ciia rieng hp. Nhung hang ngay co ngay cang nhieu phan mem theo doi hanh dpng ciia hp va n i t ra ket luan tU do. Su noi len ciia cac cong cu t i m kiem nhu nhirng luc lupng kinh te ciia Thung lung Silicon la su phan anh gia t r i ma chung ta thUa nhan trong danh gia va phan tich hanh dpng ciia hang trieu ca nhan.

QUY LUAT CUA CAC B0 LOC

Thuat ngU chung mo ta nhUng khuyen nghi va tat ca nhung cong cu khac giup ban t i m thay chat lupng trong Cai dudi ddi la cac bp loc. NhUng cong nghe va dich vu nay loc mpt loat lua chpn de dua ra nhUng lua chpn phu hpp nhat do i v6 i ban. Do chinh la dieu Google thuc hien khi no xep ket qua: no loc trang mang de t im nhUng trang co lien quan nhat doi vdi lenh t im kiem ciia ban. Do ciing la dieu ma trang "Most Popular Track" ("NhUng bai hat dupe yeu th ich nhat") ciia Rhapsody dang thuc hien.

Cac bp loc tao thanh thU ma Rob Reid, mpt trong nhUng nha sang lap ra trang listen.com gpi la "tang chuyen dpng" ciia Cai dudi ddi. Dieu nay khong co

196

Nhung nguoi tao thi hieu moi

gi dac biet t ren Internet va nhu" ong ta chi ra, no khong moi:

That thii vi khi quyen luc va tam quan trong cua tang chuyen dpng khong chi la hien tuong tren mang. Trong nhieu nam, Hang hang khong American Ahlines kiem dupe nhieu tien t u he thong dat cho dien tu Sabre (la tang chuyen dong dupe chia se trong nganh hang khong doi vol he thong duong bay phuc tap cua thap nien 70 va 80) hon la toan bo nganh hang khong thu tien khach khi di may bay. Trong thoi gian dai, cong ty Baby Bell kiem dupe lpi nhuan tu nhung trang vang a ia ho - tuc la tang chuyen dong aia tat ca doanh nghiep dia phuong - hon la n i cac doanh nghiep doc quyen ke thua. Cvng vay, d thdi ky dinh cao, tivi Guide da thach thiic he thong truyen hinh cap ve mat lpi nhuan.

Trong the gidi khong cd gidi han lua chon, boi canh -chu khong phai hang hoa - chinh la vua.

Trong thi trudng Cai dudi ddi ngay nay, tac dung chinh a i a cac bp lpc la giup con ngudi chuyen n i the gidi hp da biet ("san pham hit") den the gidi hp chua biet ("thi tntdng ngach") thong qua con dudng phu hop va dupe dieu chinh theo th i hieu. Theo nghia nao do, nhung bp lpc tot cd tac dung thuc day nhu cau d phia dudi Cai dudi bang each dua ra hang hda va dich vu cd sUc Idi cuon hdn mau so chung nhd nhat.

Reed Hastings, CEO ciia Netflix, da md ta tac dung

ciia bp lpc trong trudng hpp nay la nhUng co may khuyen nghi t inh v i va nhUng thuat toan xep loai -

IQ7

CAI DUOI DAI

trong viec thiic day nhu cau xa hon trong Cai dudi DVD tren mang ciia ong ta:

Trudc day, Blockbuster cho biet co khoang 90% phim ma cong ty nay thue la phim moi duoc cac rap cong chieu. Cd rihieu phim kem an khach hon duoc thue qua mang: khoang 70% la phim moi va 30% phim cii. Dieu nay khong diing doi vol Netflix. Khoang 30% so luong thue la phim moi va 70% la phim cu, khong phai vi chiing toi co ngudi dang ky khac nhau. Do la vi chiing toi tao ra nhu cau ve phim anh va chiing toi giup ban t im ra nhung bo phim hay ma ban se thuc su thich. Chiing toi lam viec do qua thuat toan vdi nhung khuyen nghi va xep loai.

Hastings tin rang khuyen nghi va nhiing bd loc khac la mot trong railing loi the quan trong nhat ciia Netflix, dac biet doi vdi nhirng ph im kem an khach. Khuyen nghi cd the tao ra mpt loat nhu cau mdi trong quang cao vol chi phi hau nhu bang khong. Neu Netflix goi y mpt bp ph im dua tren thong t in ma trang mang nay biet ve sd thich ciia ban va nhiing ngudi khac danh gia bp ph im do th i led gpi y do co sUc thuyet phuc hon bang quang cao nham vao lupng khan gia ldn. Nhung nhiing gpi y nay dupe dua ra t u dpng tU thong t in khach hang ciia Netf l ix va so lupng "quang cao" la khong gidi han (cac trang mang dupe dieu chinh doi vdi moi khach hang va moi lan truy cap).

Quang cao va quang ba chiem hon mpt niia chi phi ciia mo i bp ph im hit ciia Hollywood. Cac hang ph im nhd hon khong the lam theo each do. NhUng khuyen

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NhOng nguoi tao thj hieu mdi

nghi ciia Netflix tao ra co hpi cong bang hon thong qua viec cung cap quang cao mien phi cho tat ca cac bp phim le ra khong co co hpi quang cao, do do trai rpng nhu cau mpt each cong bang hon giua phim hitvh phim binh thudng. Do chinh la luc lupng dan chii hda dang ke trong nganh cong nghiep rat phi dan chii nay.

M0T BO LOC KHONG THE DUNG CHO T A T CA

Khi chiing ta nghien ciiu sau he ve bo lpc va each hoat dpng ciia chiing, ta se co cai nhin tong the ve chiing loai lpc. Hay bat dau vdi am nhac Dudi day la mpt trong so rat nhieu loai bp lpc ma mpt ngudi si i dung binh thudng tren trang Rhapsody co the sii dung khi t i m bai hat mdi. T i i trang chii, ngudi t ruy cap co the bat dau lua chpn cac the loai am nhac, do la loai hinh phan loai da cap.

Vi dp, ban bat dau chpn the loai Alternative/Punk va sau do chpn Punk Junk. Trong the loai do, cd danh sach ban chay nhat, di ing dau la bai Bloc Party. Neu ban nhan chupt vao Bloc Party, ban se thay mpc pattern matching cung cap mpt danh sach cac ca si cd l ien quan, t rong do cd Gang of Four (Nhom Bon ten). Nhan chupt vao do se xuat hien danh sach "hau boi" (followers) (Gang of Four sang tao ra the loai Punk Funk t rong lan xuat h ien dau t ien vao dau

nh i ing nam 1980), do la mo h i n h ngud i bien tap

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CAI DUOI DAI

khuyen nghi (ban cung co the b i thuyet phuc bdl danh gia cua bien tap vien).

Mot trong so nhirng hau boi cua Gang of Four la Rapture. Nhan chuot vao do, neu ban thich, chpn mot dai phat thanh dupe chinh phu hop vdi ca si, ban se thay mot loat bai hat ciia Rapture va nhirng ban nhac ma ngudi nghe thich nghe Rapture cung thich. Do la mot dang ciia loc phoi hop. Khi nghe cac bai hat do, ban cd the thay rang trong so cac ban nhac, ban se thich nhat LCD Soundsystem. Nhan chuot vao do, nghe mot luc, va kh i ban muon nghe mot ban nhac mdi, hay nhan chuot vao playlist ciia ban nhac. Ban se thay ban nhac Zero 7 va co the se muon nghe them.

Nhirng ky thuat khuyen nghi da dan ban nr loai nhac rock den nhac nhe, tU phan giUa ciia Cai duoi den phan cuoi va tat ca cac budc deu cd y nghia nhat dinh.

Mac khac, nhirng khuyen nghi tren ciing khong phai luc nao cung hoan hao. Mot trong so nhieu van de la cang di sau vao thi trudng ngach th i khuyen nghi se i t d i va het kha nhanh do cd i t ngudi co sd thich va lUa chon nhu vay. Mot van de khac la mac d i i dich vu nay cd the dua ra nhUng goi y tot va khuyen khich ban t i m hieu the loai mdi, song nhirng Idi khuyen thudng khong thay dd'i theo thdi gian. Sau mot thang va khi da nghe tat ca khuyen nghi, co the se khong cd khuyen

nghj mdi .

Chua het, mot gidi han khac la nhieu loai khuyen nghj cd do t i n cay khac nhau doi vdi nixig the loai -

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NhOng nguoi tao thj hieu moi

khuyen nghi nhac rock khong dang t in bang nhac co dien va ngupc lai. Trong mo M n h chay theo hit, mot 161 khuyen nghi danh cho tat ca. Trong mo binh moi nay, kh i thj truong ngach va th i trudng nho hon du thUa hang hoa th i nhu cau chuyen mon hoa xuat hien. Mot v i du v§ dieu nay la iTunes, mac du dat duoc nhieu thanh cong nhung van co xu hudng thien ve nhac pop, qua do giam thieu tac dung doi vol cac dong nhac khac.

Trong he thong iTunes va cac dich vu tuong tu, cac the loai khac nhau - nhu rock, jazz hay co' dien - deu dUdc dua ra theo cung mot each la uu tien phan loai la "nghe si". Nhung ai la "nghe si" ciia dong co' dien -nha soan nhac, dan nhac hay ngudi chi huy? Lieu mot ban concerto dai 30 giay co y nghia gi? Doi vdi nhac Jazz, ban cd xu hudng d i theo su nghiep ciia tUng ca si hon la ban nhac. Hay ban cd the chi quan tam den mpt nam nao do va muon xem cac ban nhac xuat hien trong nam do. Trong trudng hpp nay, ban se bd tay. Phan mem iTunes se khong giup dupe ban.

Tren day la nhUng that bai ciia mo hinh va bp lpc one-size-fits-all (mpt dung cho tat ca). ITunes co the di tiep ve phia dudi ciia Cai duoi, nhung sU chu trpng vao t inh ddn gian va dU Ueu cd mau so chung nhd nhat da bupc nd t rd thanh mpt mo hinh khong the dap Ung cd hieu qua tat ca cac the loai - va do do khong the dap Ung tat ca khach hang. Dieu nay khong chi dung doi vd i iTunes ma con dung vdi tat ca cac dich vu am

nhac hien cd.

Bdl v i khong loai bp lpc nao cd the dap Ung dupe tat

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CAI DUOI DAI

ca the loai nen nguoi nghe phai sU dung nhieu loai bo loc. Ban co the bat dau kham pha am nhac mdi bang each d i theo khuyen nghi, sau do kh i da den duoc vol the loai ma ban thich, ban cd the phai chuyen sang t i m kiem mudi tac pham hay nhat, hay t i m nhUng bai hat nd'i tieng nhat. Sau do, kh i ban t i m thay ban nhac yeu thich, ban cd the phai t i m nhUng ban nhac giong the bang bp lpc ket hpp. Khi ban t im kiem sau mpt tuan va thay rang khong cd khuyen nghi mdi, ban se can mpt loai lpc khac de bat dau cupc kham pha mdi. Do cd the la mot danh sach bai hat - t im hieu sd thich ciia ngudi khac- de t i m d i n mot the loai khac va tU do lai bat dau cuoc kham pha mdi.

KHONG P H A I TOP TEN N A O CUNG DUOC CHON BINH D A N G

Cho den tan gan day, chung ta khong cd nhieu each t i m k iem am nhac nhu hien nay. Ngoai cac khuyen nghj mang t inh ca nhan con co danh gia ciia cac bien tap vien tap chi, Idi khuyen ciia cac ciia hang bang dia va nhieu hon ca la dai phat thanh. Danh muc bai hat tren dai phat thanh, dac biet ngay nay, la v i du dien h inh ciia bp lpc noi tieng nhat. Danh sach 10, 40, 100 bai hat hay nhat la san pham ciia van hoa chay theo hit, tU bang xep hang Nielsen den danh sach ban chay nhat ciia Thd i bao New York. Tuy nhien, t rong the gidi Cai dudi ddi, vdi rat nhieu bp

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Nhung ngudi tao thj hiiu mdi

loc khac xuat hien, diem yeu cua danh sach mudi bai hat hay nhat ngay cang boc lo ro.

Viec xep hang dua tren su noi tieng khong co gi sai - n i t cuoc th i do la v i du ve bo loc " t r i thUc so dong" -nhung nhurig danh sach nay thudng xuyen xep dong loat cac loai bai hat kem an khach, cac the loai, tieu the loai khong nd'i tieng vao mot dong.

Vi du la cac blogs. Kh i t d i viet cuon sach nay, Technorati dua ra danh sach mudi blogs la:

1. BoingBoing: Danh muc nhirng dieu tuyet vdi

2. Daily Kos: Tinh Wnh dat nude

3. Drew Curtis' FARK.com

4. Gizmodo: The Gadgets Weblog

5. Instapundit.com

6. Engadget

7. PostSecret

8. Talking Points Memo: ciia Joshua Micah Marshall

9. Davenetics Politics Media Musings

lO.Dooce

Chiing ta thay duoc dieu gi? Khong nhieu. Cd hai blogs ve do diing trong danh sach, hai hay ba ve chinh tr i , mot vai loai khong the phan loai (BoingBoing, FARK, PostSecret) va mot blog ca nhan (dooce).

Noi each khac, danh sach tren duoc chon mpt each ban ngau nhien ciia nhUng thU khong lien quan den

nhau.

TUdng tu, danh sach cac blog hit cung giong nhu ndi

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CAI DUOI DAI

danh sach cac mat hang ban chay nhat trong sieu th i ngay horn nay:

1. SUa DairyFressh 2% vi tamin D

2. Banh m i hon hop Hayseed Farms

3. Chuoi, theo nai

4. Ngu coc Chunchios loai to

5. Thiic an kieng Woopsy, loai hop 12

6

Chang co y nghia gi. Khong ai de y xem lieu chuoi co ban chay hon do uong co ga hay khong. Dieu mpi nguoi quan tam la do uong co ga nay lieu co ban chay hon do uong co ga khac hay khong. Cac danh sach chi co y nghia nao do kh i so sanh ciing loai vd i nhau.

Ket luan d day la: dieu do cho thay ban can phai coi thi truong ngach la thi truong ngach. Khi ban nhin thi trudng ba chieu bang lang kinh mpt chieu, ban se khong thu dupe dieu gi. Do la mpt danh sach nhung la danh sach vd nghia. Dieu cd y nghia la can xep hang trong mpt loai (hay tieu loai) chU khong phai la nhieu loai.

Hay t rd lai vdi am nhac. Khi tdi viet cuon sach nay, mudi nghe si hit ciia Rhapsody la:

1. Jack Johnson

2. Eminem

3. Coldplay

4. Fall Out Boy

5. Johnny Cash

6. Nickelback

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Nhung ngudi tao thj hieu moi

7. James Blunt

8. Green Day

9. Death Cab for Cutie

1 O.Kelly Clarkson

Trong so do co hai "ca si t rudng thanh dong alternative", mot "hon hpp/hiphop", mot "Brit-rock", mot "emo", mot "outiaw country" (dong que nd'i loan), mot "post-gunge", mot "punk-pop", mot "indie-rock" va mot "teen beat" (nhac cua thieu nien). Lieu cd ai quan tam viec nhac outlaw country ban chay hon teen beat vao man nay hay ngupc lai? Lieu danh sach nay co giup ngudi nghe t im them nhUng bai hat hp thich? Vay ma Top 10 (Top 40 va Top 100) la lang kinh chiing ta nhin vao van hda am nhac trong gan nUa the ky qua. Do la dieu vd nghia nhung la tat ca nhirng gi chiing ta cd.

Hay so sanh dieu do vdi mpt loai danh sach top ten khac la dong nhac jazz chau Phi-Cuba:

1. Tito Puente

2. Buena Vista Social Club

3. Cai Tjader

4. Ar turo Sandoval

5. Poncho Sanchez

6. Dizzy Gillespie

7. Perez Prado

8. Ibrahim Ferer

9. Eddie Palrnieri

1 O.Michel Camilo

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CAI DUOI DAl

Do mdi dich mux la mpt danh sach mudi ban nhac hay nhat. Do la danh sach cac bai hat cung loai va cd y nghia t i i dau den cuoi. Viec xep loai la cd the v i chiing ta cd thiia thong t in ve xu hudng tieu diing va cd di i khoang trong de xep cac bai hat Top 10 - chii khong chi co mpt loai bai hat Top 10. Trong trudng hpp nay, Tito Puente diing dau trong the loai nhac nay - con ca ldn trong ho nho. Doi vdi thinh gia ciia loai nhac nay, day la ca si ldn. Doi vdi nhiing ngudi khong quan tam, anh ta don gian la mot nghe si khong ten tuoi va bi lang quen. Cac album ciia Tito khong lpt vao bang xep hang am nhac chung va khong phai la nhirng bai hat ban chay. NhUng chiing vupt t rdi trong the loai nay, tao ra cai ma cay but Erick Sconfeld gpi la "ban chay ciia thi trudng ngach". Cac bp lpc va khuyen nghi co tac dung nhat trong th i trudng nay, dua ky thuat quang ba va phat hien vao th i trudng nho nay.

LIEU C A I D U O I D A I CO CHITA D A Y PHE PHAM?

Tai sao bp lpc cd vai tro quan trpng doi vdi hoat dpng ciia Cai dudi ddP. Bdi v i neu khong cd chung, Cai duoi ddi chi con la chiec thung rong.

Ly thuyet thong t in dupe xay diing dua tren nguyen ly chuyen tU t in hieu sang tap am, trudc het ap dung trong phat thanh, sau do la bat cU loai may phat t in hieu dien nao. Khai niem tU t in hieu-den-tap am hien

206

Nhung nguoi tao thi hieu moi

nay duoc su dung rdng rai de chi nhurig vi du cho thay vUpt qua t rd ngai con la thach thUc. Trong th i trudng "Phan Dau Ngan" truyen thong, mpi th t i dien ra binh thudng bdi v i hang hoa dupe trung bay tren gia hang hda da dupe lua chpn de cd i t rui ro nhat. NhUng trong thi trudng Cai dudi ddi, nghia la tat ca moi thU dupe trung bay, viec co ban dupe san pham hay khong lai la van de ldn. ThUc te, neu khong kiem soat thi nhirng thu" ngau nhien hay hang hda chat lupng toi co the giet chet th i trudng. Qua n h i l u tap am se anh hudng tieu cue den tain ly tieu dung.

Cong viec ciia nhung bp lpc la loai bo tap am do. Cd the v i nhu dai gao tir vd trai l hay dai cat t im vang, vai trd ciia bp lpc la chpn ra nhung san pham dap Ung dupe th i hieu va loai bo nhirng san pham khong dap Ung dtidc. Tdi se giai thich dieu nay bang viec dua ra mpt quan niem sai pho' bien.

Do la quan niem Cai dudi ddi gom nhung hang hda ban "khong tot bang" nhirng hang hoa ban chay. Noi mpt each khac, hp cho rang Cai dudi ddi chUa day phe pham. Neu album/sach/phim va bat cU thU gi co chat lupng tot th i se t rd thanh hit, co diing khong? Noi ngan gpn la khong.

Thi trudng ngach hoat dpng theo quy luat k inh te khac vdi th i trudng chinh. Ly do do giai thich tai sao phan nhieu hang hda Cai dudi dai lai gay phan cam, dac biet kh i chung ta quen vdi lo i t u duy khan hiem.

Dau tien, hay di thang vao van de: Cai dudi dai thuc

ra day phe pham.

207

CAI DUOI DAI

Tuy nhien, no ciing co day tac pham tuyet vol va co chieu sau - va co nhieu tap pham. Dieu do cung giong vol mang Internet. Tru6c day mudi nam, ngudi ta phan nan ve viec co qua nhieu rac tren Internet va dung la nhu vay. Sau do xuat hien cac cong cu t i m kiem nham chat loc t in hieu tU tap am. Cuoi cung la sU xuat hien cua Google, mpt cong cu khai thac dupe t r i tue cua so dong de bien vo so kien thUc ro i rac thanh san pham dpc dao nhat ma the gidi tUng chUng kien.

Dieu nay khong chi dung vdi Internet ma con diing

vdi bat cU thU gi khac. Luat Sturgeon (bp luat dupe dat theo ten nha van theo trudng phai khoa hpc vien tudng Theodore Sturgeon) chi rd: "90% ciia mpi thU la do

thUa". Hay nghi ve nghe thuat, khong phai d trong mpt

trien lam ma trong mpt ciia hang. It nhat 90% la do thUa. Dieu do cung diing doi vdi am nhac, sach hay

bat cU thU gi. Ly do chung ta khong nghi nhu vay la

do hau het rac dupe lpc qua he thong phan phoi le dua

tren su khan niem.

Tren mpt gia hang hda hay bat cU phuong tien phan

phoi nao, ty 1? giUa hang hda tot va khong tot la van

de quan trpng bdi nd phan anh trd choi ke thang ngudi thua: khong gian ciia loai thU nhat loai trU khong gian

ciia loai thU hai. Neu mpt ciia hang do choi cd chin do choi td i va mpt do choi tot, ban se cho rang do la ciia

hang toi va se khong muon den. Giong nhu vay, ciing chang dai gi t i m kiem hang thung dia CD ma khong thay cd dia nhac quen.

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Nhung nguoi tao thj hieu moi

Tuy nhien, kh i gia dung hang hoa t rd nen vo tan, tro choi se khong con la ke thang ngudi thua nUa. Hang t i trang web rac khong gay ra van de nhu hang t i CD rac duoc dat tren ke dia cua Tower Record. Kho hang co t inh "phi thu dich" doi vol cac trang mang va ty le tot /xau don thuan giong nhu van d i t in hieu-tap am, hoan toan co the duoc giai quyet bang cong cu thong tin. Noi chung do khong phai la van de. Ban chi can co bp lpc tot. Noi each khac, tap am van ton tai nhung Google cho phep ban khong can quan tam den chung. NhUng bp lpc muon nam!

Dieu nay dan d i n chia khoa ve su khac biet ciia Cai duoi ddi. Tat ca khong can phai lpc trudc kh i dua vao phan phoi do nhUng quy dinh trong qua t r inh phan phoi hay tU nhUng ngudi hen quan (bien tap vien, quan ly phong thu, ngudi phat hien tai nang, nhUng ngudi quan ly a i a Wal-Mart). Do do, thanh phan a ia hang hoa rat da dang, giong nhu bat cU thU gi trong the gidi a ia chung ta.

Cd mpt each de mieu ta hien tupng nay (sii dung ngon ngU thong tin) la Cai dudi ddi cd bang tan rpng: tU xau den tot. Ngupc lai, mo i ciia hang chi cd bang tan rat hep: chii yeu la d khoang song tot. (Cd rat nhieu hang hda nhung hau het deu khong phu hpp doi vdi ciia hang; ma hang hda trong th i trudng Cai dudi ddi th i

ton tai ca tot va khong tot),

Do do, phan dudi cd bang tan rpng va phan dau cd bang tan hep. Tren bang bieu, dieu do duoc m d

ta n h u sau:

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CAI DUOI DAI

Chat lirong

Can hru y rang luon co hang hoa chat lupng cao trong tat ca cac phan ciia do thi , tU dau den cuoi. Tuy nhien, cung co hang hoa chat lupng kem ciia Cai duoi va mUc chat lupng trung binh se giam hon d phan sau. Tuy nhien, vol bp lpc tot th i dieu do se khong co van de gi. Cho nao ciing co the t i m thay k i m cuong.

De lam ro hon, sau day la mpt so v i dp ve tieu chuan co the dupe s i i dung de danh gia npi dung:

"Chat luong cao" "Chat luong thap"

Phu hpp Khong phu hpp

Dupe lam tot Dupe lam khong tot

Tuoi lion

Thuc chat Gia tao

Hap dan Nham chan

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NhOng nguoi tao thj hieu moi

R6 rang, khai niem "chat lupng cao" va "chat lupng thap" chi co t inh chu quan va tat ca tieu chuan tren chi dua tren danh gia cua ngtfdl sii dung. Do do, khong co thudc do tuyet doi nao doi vol chat luong. Hang hoa "tot" vol ngudi nay co the la "xau" d6i vol ngudi khac.

Dieu do giai thich tai sao cac thi trudng ngach khong giong nhau. T in hieu cua ngudi nay cd the la tap am a ia ngudi khac. Neu mdt nha san xuat nham vao mot khach hang nao do th i ve ly thuyet se de mat nhirng khach hang khac. Cach thUc de thoa man tat ca moi ngudi dong nghia vdi viec khong ai duoc thoa man hoan toan - dieu do giai thich tai sao chiing ta sU dung cum n i mau so chung nhd nhat.

Y nghia a ia bieu do tren la doi vol nhieu ngudi, hang hda tot nhat la d phan dudi. Neu ban quan tam den mpt thiet b i am thanh noi th i mat hang tot nhat khong phai d phan dau tai he thong Best Buy. San pham do qua dat, qua phUc tap va kho ban cho khach hang thong thudng. Thay vao do, se cd hang d phan sau

tai mpt ciia hang chuyen biet. Bdi v i mat hang nay phu hpp vdi ngudi hieu am thanh noi, nhung khong

phu hop vol sd thich ciia mpi ngudi ndi chung. Cd the ndi san pham ngach khong phai phu hpp vdi mpi doi

tupng.

6" phan phai ciia do th i cung cd nhiing mat hang

chat lupng khong tot. Thach thUc doi vdi bp lpc la lam

the nao phan biet hai loai tren. Neu dupe t rp giup tot

- cong cu t i m kiem, khuyen nghi va cac bp lpc tot - th i

211

CAI DUOI DAI

kha nang tim thay hang hoa tot cua ban ldn hon d phan dudi. Cac san pham ban chay co xu hudng hap dan so dong th i hieu. San pham ngach lai nham dap Ung th i hieu rat hep. Dieu do giai thich tai sao cong nghe lpc quan trpng nhu vay. Chung khong chi day nhu cau d phan duoi ma con lam tang kha nang thoa man bang each ket noi con ngudi va san pham phu hpp hon vdi nhau so vdi san pham d phan Dau.

CAI DUOI QUAY LEN MOI THU" KHAC

Cd mpt each nghien cUu khac nhu bang dudi day. Khi Cai duoi ddi t rd nen dai hPn th i ty le t in hieu/tap am se thap hon. Do do, each duy nhat de mpt ngudi tieu dung bat dupe t in hieu tot la phai cd bp lpc manh hon.

Loc tin hieu tu tap am

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Nhung nguoi t?o thj hieu mdi

Tai sao ty 1? t in hieu/tap am lai tut xuong dan d phan sau a ia Cai dudi? Bdi v i co qua nhieu hang hoa 6" do va thuf ban muon t i m b i che lap bdi nhieu thU khac. Ly do giai thich dieu nay that don gian: hau nhu moi thU tren the gidi nay nam d phan duoi.

Mpt trong nhUng ket qua a ia nen van hoa chay theo hit la chung ta thudng cho rang cac mat hang hit chiem phan ldn hon tren th i trudng so vdi thuc te. Thuc te, chung la nhUng dien h inh niem cd. Dieu nay dupe Nassim Taleb mieu ta la "Van de con Thien nga den".

Thuat ngU t ren do David Hume, nha t r i e t hpc Scotland song vao the ky 18 dua ra. Ong ta lay do lam vi du ve sU phUc tap trong vi£c n i t ra quy luat chung tU qua tr inh quan sat sU vat. Hume dat cau hoi la chiing ta can thay bao nhieu con thien nga trang trudc k h i ket luat rang tat ca thien nga deu trang va khong cd con thien nga den nao. Mpt tram? Mpt nghin? Chung ta khong the biet dupe. (Thuat ngU Thien nga den co tinh an dir. cho den khi chau Uc dupe t im ra, nhan thUc chung deu cho rang tat ca thien nga cd mau trang. Nhan thUc do da b i tan vd vdi vi£c con thien nga den dau tien dupe nhin thay).

Van de la chiing ta i t k h i dat nhung sU viec h i hUu trong boi canh chung. Trong dan so se cd vai ngudi cue giau. Mpt so giau do thong minh, mpt so do may man va chiing ta khong the phan biet rd rang. Trong tac pham Fooled by Randomness, Taleb che gieu cuon sach ban chay cd tua de Anh hang xdm trieu phu vdi

npi dung ke lai nhung cii lUa trong dau t u va thdi quen

213

CAl BUOI DAI

cua cac trieu phu rang ban co the hpc va cung t rd nen giau co. Tuy nhien, Taleb cho rang nhan to ngau nhien co vai tro quan trpng doi vol nguoi hang xdm do trong chien luoc dau tu.

Ong dinh nghia hien tupng Thien nga den la:

Mot hien tupng ngan nhien dap ting ba tieu chi: co tac dpng ldn, khong the tinh toan dupe va co tac dpng gay ngac nhien. Thii nhat, no co tac dong ldn phi thudng. Thii hai, su xuat hien ciia no co tan suat thap nhung khong the tinh toan trudc dupe. Thii ba, thuoc tinh co huu ciia mpt hien tupng Thien nga den la tac dpng gay ngac nhien ciia no: trong khoang thdi gian nhat dinh, khong co yeu to co tinh thuyet phuc nao cho thay su xuat hien ciia hien tupng do.

Ong cd the de dang mieu ta nhu vay vdi mpt bp ph im hit.

Thuc te la phan ldn san pham (ni am nhac den pl i im anh) khong phai la hit va cd the chi cd so lupng khan gia t inh bang con so hang t ram chU khong phai hang trieu. Cd the do chat lupng kem, cd the do khau quang ba, ciing cd the do nhan to ngau nhien giong nhu tac dpng ngau nhien bien mpt san pham thanh hit (giong nhu bp ph im "Ai thd nhirng con cho").

Dieu nay la he qua nr nhien ciia quy luat phan phoi "luat quyen luc"- thuat ngU mieu ta mpt dudng cong vdi so lupng nhd hang hda ban dupe so lupng ldn va so lupng ldn hang hda ban vol so lupng nhd (thuat ngU nay xuat phat tU dudng cong cd dang 1/x).

Do hau het hang hda khong ban chay nen so lupng

214

Nhung nguoi tao thj hieu moi

vat chat co san - hay noi rpng ra la so luong hang hoa ban khong muon mua - tang len kh i Cdi duoi ddi tien gan phia tnic hoanh. Sau day la mpt so du" lieu trong nganh i n sach, cho biet so lupng cac loai sach dupe ban nam 2004.

Sach ban nam 2004

So lirong ban Sd dau sach Don vi

1 trieu trd len 10 17.396.510

500 nghin - 999.999 22 13.798.299

250 nghin - 499.999 64 22.252.491

100 nghin - 249.999 324 46.932.031

50 nghin - 99.999 767 51.858.835

5 nghin - 49.999 23.04 280.000.591

1 nghin - 4.999 67.008 149.093.614

100-999 202.938 65.548.499

It hon 99 948.005 14.346.417

Tong so 1,2 trieu 665 trieu

Ngudn: Book Industry Study Group

Dieu n i t ra la cho du ban t i m bat cU cuon sach nao th i 6" phia sau ciia Cdi dudi se co nhieu cuon sach hon khong nam trong su quan tam cua ban. Dieu do giai thich tai sao ty le giUa t in hieu-tap am giam xuong, bat chap thuc te rang ban co nhieu kha nang t i m thay thU ban can hon of phia sau ciia Cdi dudi. Dieu nay co ve nhu la mot nghich ly, nhung khong phai. Do chi la van

de ciia nhUng bo l o c

215

CAI DUOI DAI

LOC TRUOC V A LOC SAU

Hien nay, the gidi cd day nhung bp lpc khac nhau. Trong t h i t rudng khan niem ma chung ta da song trong phan ldn cua the ky trudc, t i i gia de hang hoa, den man anh va kenh truyen hinh, tat ca cac nganh cong nghiep deu cd nhiem vu la t i m kiem va quang ba cho nhiing hang hoa tot. Do la nhiing gi ma ngudi phat hien tai nang trong bp phan A&R 1 tai cac cong ty bang dia da lam, cung nhu cac nha dieu hanh Hollywood, quan ly ciia hang ban le ("khach hang") hudng tdi . Tai cac phong hpp tren khap the gidi, cac dpi nghien cuu thi trudng phai x i i ly dU Ueu du doan nhUng mat hang se ban chay trong tudng lai va dang de cd mpt cho tren gia hang hda, man hinh va tren sach bao...

TU quan trpng nhat ciia doan van tren la "dp bao". SU khac nhau giUa hai loai lpc ma toi da de cap d tren la loai lpc nay dung trudc kh i dua hang hda ra th i trudng. Nhiem vp ciia loai lpc nay la xac dinh xem thi trudng can gi va khong can gi. Tdi gpi do la "Lpc trudc"

Ngupc lai, khuyen nghj va cong nghe t i m kiem ma tdi dang tap trung vao chinh la loai "lpc sau". Loai lpc sau diing de t im kiem nhiing thU da ton tai ma ta quan tam, t i m ra nhUng thU tot (cd hen quan, thu vi, nguyen

Artists and Repertoire: Nghia den la Nghe si va Tiet muc, la bo ph |n chuyen phat trien tai nang va chuong trinh bieu dien, thu am cua nghe si trong cong ty bang dia.

216

Nhung ngudi tao thj hieu moi

ban...) va bo qua, tham chi loai bo nhiing th i i khong tot. Toi cho rang kh i chia mpi th i i ra th i trudng va de cho th i tnioTig hia chpn co nghia la luc do loai lpc sau cWnh la ngon ngi i ciia t h i trudng. Chiing dinh hudng hanh v i tieu diing va khuech dai no hon la t im each dU doan ve no.

Sau day la mpt so v i dp minh hoa:

Loc trudc Lpc sau

Bien tap vien Blog

Quan ly cong ty bang nhac Danh sach bai hat

Quan ly phong thu Gidi thieu

Ngu*6i mua tai cura hang Khach hang

Quan ly thi trtfdng Khuyen nghj

Quang cao Khach hang

Sp khac biet quan trpng la loai lpc sau khuech dai, chU khong phai la d u doan hanh v i tieu dung. Trong thi trudng Phan dau Ngan, kh i chi ph i phan phoi dat do va khoang trong tren gia hang hda co gidi han, th i trudng phai sang lpc nhiing mat hang tot nhat. NhUng nha san xuat, ban le va quan ly th i trudng phai d u bao nhu cau ciia con ngudi de cd the ban dupe hang. Tat nhien la hp khong phai luc nao cung doan dung. Cd rat nhieu mat hang xUng dang cd mat tren th i trudng

nhung b i bd qua va ngupc lai. Tuy nhien, nhUng ngudi ton tai dupe da chiing to kha nang quan trpng la doan

biet tam ly tieu diing.

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CAl BUOI DAl

Tuy nhien, trong th i trudng Cdi dudi ddi vol chi ph i phan phoi thap va gia de hang vo tan, chiing ta can phai tu" duy rang moi thU se duoc bay ban.

Do do, trong th i trudng Cdi dudi ddi, vai t rd cua bp lpc chuyen tU ngudi gac cong sang ngudi co van. Thay v i du doan th i hieu, bp lpc sau nhu Google lai do ludng nd. Thay v i xep loai ngudi tieu dung theo dan so va dia ly, bp lpc sau nhu nhiing khuyen nghi ciia Netflix coi ngudi tieu dung la nhiing ca nhan thich dieu nay va khong thich dieu kia. Thay v i giU hang hda ngoai th i trudng, bp lpc sau nhu blog MP3 tao ra th i trudng cho hang hoa cd san bang each khuyen khich nhu cau. Jeff Jarvis gpi su khac biet nay la giUa " th i trudng ngudi thU nhat va ngudi thU ba".

Nhin chung, cac blog dang to ra la luc lupng nam giU sUc manh khuyen nghi. Do la nhUng dia chi dpc lap, l inh dpng nhu PVRblog va Horticultural (mpt blog ve lam vudn), blog thuong mai nhu Gizmodo va Joystiq, va nhUng khuyen nghi ngau nhien ciia bat cU blogger nao ban vd t inh dpc dupe. (Dudng nhu co mpt moi lien he t u nhien giUa nhUng nha thong thai muon chia se kien thUc tren blog). Hp cd the thieu ten tud'i va tam nhin nhung da tao dung dupe uy tin: nhiing ngudi dpc biet rang do la con ngudi thuc su ma hp cd the t in dupe.

Tat nhien, giong nhu bp lpc trudc khong hoan hao -nhu nha t i m kiem tai nang khong phai luc nao ciing chpn dupe ngh? si va ban dupe dia - bp lpc sau ciing cd nhUng han che. Do bp lpc sau cd the do nhUng ngUdl khong chuyen nghiep thuc hien nen thudng thieu t inh

2)8

Nhung nguoi tao thj hieu mdi

phe b inh dpc lap va nhieu kh i co sp ac y ngau nhien. Hon nua, van de ciia bo lpc sau la nhirng phan hoi dupe dUa ra sau khi da co su viec. Ket qua la, mac du nhirng khiem khuyet co the dupe cac bien tap vien chinh sUa va nhiing cap mat t inh tudng soi xet, va tham chi co phan hoi tap the ciia bp lpc sau giup hieu dinh, nhung chung co the khong bao gid bien mat hoan toan.

Dieu thu v i la kh i xem xet vai tro ciia minh, toi nhan ra rang minh dong vai tro ciia ca hai bp lpc. Vdi t u each la bien tap vien ciia mpt tap chi cd so trang han ch i , tdi thuc hien vai tro ciia mpt bp lpc trudc. Tdi t u cho minh quyen duoc phan loai va du doan xem bai bao nao xUng dang dupe dang. Nhung tap chi Wired ciing thuc hien nhieu muc gidi thieu hang hda, k h i do, tdi lai la bp lpc sau. Chung toi t i m k i l m tir t h i gidi ben ngoai va lay ve nhi ing thU tot nhat cho dpc gia ciia

chiing tdi .

Tdi cho rang mien la th i trudng can su hUu han th i van cd nhu cau doi vdi bp lpc trudc cd Id si. Nhung thdi dai ma nhUng ngudi nhu td i phai quy i t dinh th i trudng can gi va khong can gi dang dan di vao d i vang. Khong lau nUa, mpi thU se dupe dua ra th i trudng va CP hdi thuc su se la hia chpn n i nhiing thU do.

219

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K I N H T E H O C C A I D U O I D A l

KHAN HIEM, DUTHUA VA SU CAO CHUNG CUA QUY LUAT 80/20

Mua he nam 1897, mot nha thong thai ngudi Italia ten la Vilfredo Pareto dong ciia ngoi trong van phong trudng dai hpc cua ong ta tai Thuy SI de nghien cUu ve sU giau co va thu nhap ciia nude Anh trong the ky 19. Do la thdi ky ciia Karl Marx va cau hoi ve sU phan bo ciia cai van chua cd Idi giai. Pareto phat hien rang sU phan phoi ciia cai dien ra khong dong deu tai Anh - hau het ciia cai do mdt thieu so ngudi nam giU. Khi ong t inh toan ty le chinh xac, ong phat hien rang khoang 20% dan so sd hUu 80% ciia cai. Quan trong hon, ong so sanh con so nay vdi cac nude va khu vpc khac va thay ty le do khong thay dd'i.

Dieu ma Pareto da phat hien ra la cd mdt mo i lien he toan hoc cd the d u doan dUdc giUa su phan phoi ciia cai va dan so. Ong ta goi dieu nay la Luat ciia

220

Kinh tg hoc cai duoi dai

Nhom thieu so. Dieu nay dung d moi thoi dai va moi dat nude. Pareto la mot nha k inh te hoc loi lac, nhung it co kha nang dien giai, do do khong nhieu ngudi hieu dUOc tam quan trong trong phat kien ciia ong. Ong tiep nic viet nhieu bai luan van ve gidi cam quyen, dieu khien ong phai tra gia bang mang song dudi thdi phat xit Mussolini. Nhung ly thuyet ve phan phoi khong deu tiep nic sUc song va ket luan ciia Pareto gid day duoc biet den la Quy luat 80/20.

Nam 1949, nha ngon ngU hoc dai hoc Harvard George Zipf t im ra quy tac tuong t u trong sti dung ngon ngU. Ong t h l y rang trong khi mot so u i duoc sti dung rat thudng xuyen th i nhieu n i it khi duoc sii dung. Mac du dieu nay khong gay ngac nhien nhung Zipf cung cho rang mdi quan he tren la cd the du bao va thuc te giong vol dudng cong ciia cai ciia Pareto. Tan so sU dung mdt n i tuong duong vol mdt chia cho thU n i sU dung ciia n i do trong tong s6 t i i . Co nghia la n i thU hai xuat hien bang khoang 1/2 n i thU nhat, va n i thU ba bang 1/3 n i thU nhat... Day duoc goi la Quy luat Zipf.

Zipf phat hien rang dieu tren ciing dung doi vdi nhieu hien niong khac, tU thong ke dan so den cac nganh cong nghiep. Ong phan tich giay ket hon tai khu vuc rdng 20 day nha d Philadenphia va thay rang 70% giay ket hdn la giUa nhUng ngudi song d nhiing noi xa

khong qua 30% khoang each tren.

Sau do, cac nha nghien cUu da phat trien quy luat tren doi vol tat ca mo i thU, u i nguyen t i i trong nganh nhua den quy md cac thanh pho. Tam diem ciia ket

221

CAI DUOI DAI

luan tren la tinh pho bien ciia quy luat phan phoi siic manh, tire so do 1/x ma Pareto lan dau tien da phat minh trong do th i ciia cai ciia minh.

Luat siic manh la tap hop cac do th i ma ban co the t i m thay trong cuon sach nay, n i van de sinh hoc hay doanh so ban sach. Cdi dudi ddi chinh la luat siic manh khong b i cat bed su khan hiem trong phan phoi, nhu thieu gia de hang hay khong d i i kenh phan phoi. Do do th i chi t iem can chU khong bao gid cat tnic hoanh, nen dudng cong do se keo dai den vd t | n . Do la dudng cong "Cdi dudi ddf ma tdi da lay ten de dat ten cho cuon sach nay.

Doi vdi th i trudng tieu diing, dudng cong sUc manh se tiep nic co ba dieu kien:

1. Su da dang (cd nhieu hang hoa)

2. Su bat b inh dang (mpt so cd chat lupng tot hon so khac)

3. Tac ddng ciia mang Internet nhu su truyen mieng va uy t in cd tac dung khuech dai sU khac biet ve chat lucmg.

Ndi theo each khac, quy luat phan phoi xuat hien khi co su khac biet, su chenh lech va tac dpng khac nhu uy t in de khuech dai nhiing mat hang tot va giam thieu nhUng mat hang khong tot. Ket qua tren dUdc Pareto gpi la "su mat can bang co the d u doan dupe" ciia th j trudng, van hda va xa hpi: ngudi giau ngay cang giau hPn. Khong can phai ndi, nhiing quy luat tren da Ipt ta phan ldn the gidi ma chung ta dang song.

222

Mnn te hoc cai duoi dai

SU K H O K H A N TRONG PHAN PHOI D A BOP MEO T H I TRUONG N H U THE NAO?

De nghien cuu quy luat siic manh trong the gioi hien thUc, hay xem xet doanh thu ban ve cua Hollywood. Neu sap xep du" heu theo each thong thudng, chung ta se thu dupe ket qua quen thuoc: mpt vai ph im ban chay d phia tren cua dudng cong va phan ldn ph im (khong ban chay) d phan dudi ben phai.

Bdi v i tat ca cac dudng cong bieu th i sire manh deu co hinh dang nhu vay kh i dupe sap xep giong nhau nen can co su so sanh de t i m ra su khac biet rd hon giiia chung.

Khi ve dudng cong tren do thi, ban can ve mpt dudng th ing doc n i tren xuong dudi. Dp doc php thuoc vao ning mat hang, nhung cho du do la mat hang sup hay mat hang cua cac cong ty niem yet tren th i trudng chiing khoan, thi hinh dang n i nhien ciia mot thi trudng

cung la dudng thang.

Tuy nhien, trong the gidi hien thuc, dudng cong do khong giong nhu vay mpt chut nao. Thay vao do, nd bat dau bang dudng thang va sau do chuc xuong. Trong trudng hpp doanh thu phim, nd trong giong do

th i d trang ben.

Hay xem dieu gi xay ra xung quanh con so 100.

Doanh thu giam xuong nhanh chong cho den khi cham 0 d khoang 500. (Thiic ra, doanh thu thap nhat kh i

chieu d rap la 423 dola ciia ph im The Dark Hours, mpt

223

CAI BUOI DAI

bp ph im k inh di cua Canada dupe lam vdi ngan sach eo hep va nhiing dien vien khong ten tudi. Theo mpt sd ngudi da tung xem th i ph im nay khong he dd chut nao).

Dieu gi da xay ra? Cd phai rihiing bp ph im dot nhien cd chat lupng kem d i tai so 100? Lieu hp co dung lam ph im sau 500 bp phim? Hay co van de ve danh gia?

Doanh thu ban ve cua Hollywood, 2005

$1,000,000,000 $100,000,000 $10,000,000 $1,000,000

$100,000 $10,000 $1,000

$100 $10 $1

Tong doanh

thu

Doanh thu dir kie'ntheo mi& hinh cunig/c&H

Doanh Sure t£

10 Thur hang phim

Dang buon la cau tra Idi la khong phai nhu tren. Khong co van de gi ve danh gia. Chat lupng ph im khong he kem di sau con sd 100 (cd the con tot hon). Cac nha san xuat cung khong dung san xuat sau 500 bp phim. Tren thuc te, cd khoang 13 nghin bp ph im dupe chieu d nude My moi nam, day la chua ke cd hang ngan bp ph im nude ngoai khong duoc chieu tai My.

Thpc ra, nhUng bp ph im sau thU t u 100 khong nhan dupe su quan tam nhieu ciia cac rap. Noi theo each

224

Kinh te hoc cai duoi dai

khac, "kha nang cong chieu" tai My chi vao khoang 100 phim/nam. Nguyen ly k inh te ciia cac rap chieu ph im ctia phuong that nghiet nga. Khong can biet la bp ph im co chat lupng hay khong tai Bombay, ph im dupe chieu tai Stamford, Connecticut hay bat cii" noi nao khac phai di i hay de co the thu hi i t vai nghin khan gia den rap/ man. Thong thuong can phai co chi phi quang cao Ion, hpp dong bieu dien va mpt hay hai ngoi sao de co the

lam dupe nhu the.

NhUng bp ph im khong co d i i tieu chi tren se khong t im dupe dudng day den cac rap ldn. Tren thuc te, dudng day nay se loai bd nhiing bp ph im khong mang lai hieu qua kinh te. Chiing cat dudng cong ciia do thi . Cac nha lam ph im khong diing lai d do; mpt dudng cong bong ma se tiep tuc chay n i cho b i cat, cho thay rang neu tiep nic dupe t r inh chieu, nhiing bp ph im ciia hp se mang lai doanh thu. Trong "the gidi hien thuc", nhung bp ph im do bien mat khdi t h i trudng. Ndi mpt each gian dPn, chung khong n i chet. Cdi dudi dai se

trong nhu sau:

225

CAI DUOI DAI

R6 rang la nun' t h i i khong te nhu to i da mo ta. Neu may man, mot so ph im thuc sU hay dUOc chieu tai Sundance se dUOc cac cUa hang thue san don. Hau nhu do la nhung bo ph im nr thU 100 den 500 co doanh thu thap, nhung khong bao gid cham ngucmg khong. So con lai, n i 500 den i t nhat la 13 nghin th i sao? Dang tiec la hau het so nay khong duoc cong chieu tai rap. Neu vay, chiing khong co doanh thu. Co nghia la chiing khong ton tai theo each hieu ciia phan trudc.

Tat nhien la tren thuc te, chiing dang ton tai. Chi la v i chung khong xuat hien trong nganh ph im anh do gia t r i ciia ph im dua tren lang kinh rap chieu phim. Vay nhiing bd ph im nay di ve dau? Hau het chiing khong vuot ra khdi cac lien hoan phim hay cac phong chieu t u nhan. Mot so ph im xuat hien tren truyen hinh hay duoc lam thanh dia DVD neu nha lam ph im dat dUOc thoa thuan ban quyen am nhac va cac giay phep khac. Mot so khac cd the dude cung cap mien phi tren mang.

Cd ve nhu bUc tranh nay kha u am, nhung nhUng bd ph im b i day ra khdi kenh phan phoi, nhu dUOc lam thanh DVD hay dUa len Internet, dang tao thanh mot th i trudng mdi . Chuong t r inh truyen h inh duoc ghi thanh DVD dang t rd thanh l inh vuc cd toe do tang trudng nhanh nhat lien quan den DVD. Thi trudng bang hinh tren Inernet mac du mdi h inh thanh nhung van con nhieu t iem nang. Vdi viec cac rap chieu ph im dang mat khach va doanh thu DVD va ban le tang len, cong chieu tai rap khong con la each duy nhat de tiep can th i trudng.

226

Kinh te hoc cai duoi dai

Bai hoc d day la: ket luan ciia chiing ta cho rang nhu cau doi vdi ph im anh dot nhien diing lai tai mdt diem nao do, thUc chat chi la do con ngudi tao ra trong qua ttinh t inh toan chi ph i cong dien. Ndi each khac, hay tao ra lUa chpn khong han che va tao dieu kien cho khach hang de dang t i m thay nhiing gi hp muon, ban se thay rang nhu cau se tiep tuc phat trien tai cac thi trudng ngach chua bao gid dude kham pha - nhu video, karaoke, t ruyen hinh. . . Ne t f l ix da thay ddi nguyen tac kinh te qua viec cung cap san pham ngach va qua do lam thay ddi hieu biet ciia chung ta ve viec khach hang thpc sU muon gi.

Dieu nay ciing diing ddi vdi hau het cac mat hang khac. Trong th i trudng sach, Barnes & Noble phat hien rang 1,2 trieu sach d phia dudi dudng cong chi chiem 1,796 danh thu ciia cac cUa hang, nhung chiem 10% doanh thu ban tren mang bn.com. He thong PRX, noi sd hUu mpt t h u vien cong cpng khong id cho chuong ttinh phat thanh tren mang, cho biet cd 80% npi dung i t dupe quan tam chiem 50% doanh thu. Tai A n Dp, mpt t rong nhUng trang mang l d n nhat cung cap chuong dien thoai la rediff .com cho thay: nhu cau ddi vdi nhac chuong vupt khoi Top 20 chuong dang tren bao chi vdi nhung lenh t im kiem nhac chuong mdi tren mang. 80% doanh thu Top 20 nhac chuong tren bao sut giam con 40% kh i ngudi diing t i m kiem tren mang

trong sd gan 20 nghin bai hat.

Thi t rudng am nhac dang b i tac dpng ldn. Theo

Nielsen SoundScan, trudc day, nhung album mdi chiem

227

CAI DUOI DAl

63% doanh thu nam 2005; con lai la album cu. Tren mang, con so nay dao chieu: am nhac m d i chiem khoang mot phan ba doanh thu va cac ban nhac cii chiem hai phan ba.

QUY LUAT 80/20

Quy luat phan bo noi tieng nhat ciia Pareto/Zipf la Quy luat 80/20, thudng duoc diing de giai thich rang 20% san pham chiem 80% doanh thu, hay 20% thdi gian ciia chiing ta chiem 80% nang suat, hay bat ci i su so sanh nao cd dac diem nhom thieu so cd tac dong vUOt t roi so vol nhom do so.

Quy luat 80/20 ndi tren b i hieu sai v i ba ly do: thu nhat, khong bao gid co con so chinh xac la 80/20. Hau het cac nghien cUu ciia td i cho thay con so thuc la 80/ 10 (chua den 10% san pham chiem 80% doanh so).

Neu ban lo ngai rang 80/10 khong cong d i i 100 th i ban da t im ra nham lan t h i i hai. 80 va 20% ciia cac thong so, do do khong nhat thiet phai cong d i i 100. Thong so t h i i nhat la doanh thu, thong so t h i i hai la so luong san pham. ChUa het, hien chUa cd bat cU tieu chuan nao bieu th i moi quan he giUa hai thong so tren, hay thong so nao la hang so. Ndi rang mot t h i trudng cd hinh thu 80/10 (10% san pham chiem 80% doanh so) cd the giong nhu 95/20 (20% hang hda chiem 95% doanh thu).

Cuoi cung, quy luat tren b i hieu sai kh i duoc ap

228

Kinh te hpc cai duoi dai

dung de mieu ta nhung hien tuc/ng co ban chat khac nhau. Dinh nghia nguyen th i iy la ve san pham va doanh thu, nhung Quy luat nay lai dupe van dung vdi san pham va lp i nhuan.

Mdt trong nhung thieu sot a i a quy luat nay la nhan thuc rang 20% hang hoa chiem hau het doanh thu. Dieu nay cho thay quy luat 80/20 da khuyen khich viec hla chpn hang hda, bdi v i neu dp" doan dung, hang hoa liia chpn se anh hudng ldn den cong viec k inh doanh a ia ban.

Dieu do giai thich tai sao td i cho rang Cdi duoi ddi da dat dau cham het cho quy luat tren. Quy luat nay chi la su* cong nhan rang mpt sd mat hang ban chay hon mdt sd khac, dieu cung diing ddi vdi th i trudng Cdi dudi ddi

Tuy nhien, dieu ma Cdi dudi ddi khuyen khich la

khong nen le thupc vao quy luat tren. Tham chi neu 20% hang hda chiem 80% doanh thu th i ciing khong

cd ly do gi de khong ban cac hang hda con lai. Trong th j trudng Cdi dudi ddi, do chi ph i luu kho thap nen

van cd ly do de ban mpi thU, bat chap doanh sd ciia san pham do n h u the nao. Biet dau vdi cong cu t im kiem va khuyen nghi tot, 80% san pham ban kem se

thay the 20% san pham ban chay.

Do nha ban le truyen thong phai tra chi ph i luu kho

ldn nen san pham khong ban dupe se khong cd lp i

nhuan. Do do, hau n h u tat ca lp i nhuan deu do 20%

san pham ban chay mang lai. Tdi da chi ra d phan dau

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CAI DUOI DAl

ciia bang dudi day mo hinh ly tudng cho ngudi ban le truyen thong.

Sir phat trien cua quy luat 80/20

Nha ban le thong thuong Nha ban le Cai dudi dai San phim Doanh so Loi nhuSn S3n phim Doanh s6 Loi nhuan

Cac san phim chi ban tren mang

Tuy nhien, doi vd i nha ban le Cdi dudi ddi, cau chuyen lai rat khac. Thif nhat, hay gia thuyet rang kho hang gid day ldn hon mudi lan, do do 20% san pham gia thuyet chiem hau het doanh thu doi vdi ngudi ban le t h i i nhat chi chiem 2% kho hang ciia ngudi thU hai, nhu phan cuoi ciia bang phia tren da chi ra.

Cot doanh thu thU hai phan anh quy luat phan phoi. 2% san pham hit van chiem doanh so ldn, trong trudng hop nay la 50%. 8% tiep theo chiem 25% doanh thu. Cuoi ciing, 90% con lai chiem 25% doanh thu (mac du day chi la gia thuyet nhung nhUng so lieu nay tuong doi sat vdi thong ke ciia Rhapsody va Netflix).

Tuy nhien, quy luat k inh te Cdi dudi ddi soi sang d cot thU ba, lpi nhuan: do chi ph i luu kho thap nen moi san pham ban kem tiep theo co lpi nhuan ldn hdn nhieu so vdi th i trudng truyen thong.

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Kinh te hoc cai duoi dai

Chung ta hay lay th i trudng DVD lam v i du. Cot dudi day cho thay hieu qua k inh te cua viec ban DVD tai tap doan ban le Wal-Mart.

Quy luat kinh te ban le DVD

1 .... L 80% ! **jflfr_ 50%

-

1 1

*" j****00^ I f ! _ 30%

_ 10% . _ E _. .o%

_-ifl% _. -20%

30% 2 4 6 8 10 12 14 16 18 20 22

Thdi gian ban (thang) 1

Thdi gian ban (thang)

Dieu ban thay d day la hieu qua ciia cac san pham mdi phat hanh thuc su rat thap. Cac phong thu ddi gia t i i 17-19 dola cho mot dia DVD va cac nha ban le ldn (Wal-Mart, BestBuy) ban chiing vdi gia 15-17 dola trong tuan dau tien va tuan th i i hai, lo trung binh 2 dola mot DVD. (Lo thuc te con ldn hon).

Sau thang t h i i nhat, gia ban buon (cho cac ciia

hang) ciia DVD giam nhanh hon gia ban le (cho ngudi tieu diing) va chiing dan mang la i l p i nhuan. Tuy nhien, gan 80% doanh so DVD ban le la t i i cac dia ban

trong 2 thang dau tien, trudc k h i chiing mang lai Idi nhuan dang ke. Tai sao cac ciia hang ban dia md i re

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CAI DUOI DAI

nhu vay? Bdl v i doi vol cac cua hang ldn th i chiing cd vai trd nhu chirn mdi keo khach hang mua cac dia khac co loi nhuan cao hon. Cac nha phan phoi DVD khuyen khich dieu nay bang each cho phep tra lai cac dia mdi khong ban dupe de giam thiet hai cho ngudi ban le.

Mac du dieu nay cd y nghia ddi vol nha ban le ldn cd san pham khac ban kem nhung nd lai cd anh hudng tao ra gia ca cho cac cUa hang khac, bao gom ca nhiing nha ban le DVD chuyen biet nhu Blockbuster. Cac nha ban le day lp i nhuan ban san pham mdi xuong, lam cho hieu qua k inh te ciia Phan Dau giam di . Do do, viec Blockbuster dang phai vat lpn de ton tai khong co gi lam la.

Tuy nhien, neu ban day nhu cau xudi xuong phan duoi, tao ra mdt th i trudng khong phu thupc vao san pham mdi th i ban co the nang cao dang ke Idi nhuan. Nhu ban da thay trong bieu do d trang trudc, dia cang cii th i lo i nhuan cang cao. Dieu do giai thich tai sao nha ban le Cdi dudi ddi co lp i the - hp cd gia de chUa cac dia cii . No cung cho thay tai sao nhiing khuyen nghi va bp lpc khac quan trpng nhu vay trong th i trudng Cdi dudi ddi. Bang each khuyen khich ngudi tieu diing chuyen t i i the gidi hit (chi ph i cao) den the gidi ngach (chi ph i thap), nhiing nha ban le thong thai cd t iem nang de tang hieu qua mpt each CP ban. (Day la dieu Netfl ix dang lam: mua re san pham mdi bat chap viec cac khach hang khong hai long ve sp thieu hang va t r i hoan - bdl v i dieu nay cho phep Netflix duy t r i Idi nhuan).

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Kinh te hoc cai duoi dai

Phan tren eta giai thich tai sao cot loi nhuan Cdi dudi ddi cho thay su phan phoi d6ng deu loi nhuan so vdi phan doanh thu. Cac san pham Cdi dudi ddi co the khong chiem phan ldn doanh thu nhung do chi ph i re nen chung mang lai Idi nhuan rat cao k h i chi phi luu kho gan nhu khong dang ke. Do do quy luat 80/20 cd ba diem mdi trong th i trudng Cdi dudi ddi:

1. Ban co the cung cap nhieu hang hoa hon.

2. Do viec t i m kiem hang hoa de hon nhieu (nhd khuyen nghi va cac bo lpc) nen doanh thu trai deu hon giUa san pham hit va san pham ngach.

3. Do hieu qua lanh te cua san pham ngach gan nhu giong vdi san pham hit nen mang lai lp i nhuan

dong deu.

Mac du quy luat tren van ton tai nhung trong th i trudng Cdi dudi ddi, hieu luc ciia nd giam di .

LIEU PHAN DUOI DAI HON CO N G H I A P H A N D A U N G A N DI?

Mpt trong nhUng cau hdi dat ra vdi toi khi nghien cUu sau hdn ve t h j t rudng Cdi dudi ddi la ve tac dpng ciia viec tang chiing loai hang hda doi vdi toan bp dudng cong nhu cau. Kh i nhUng nha tap hpp co the ban ngay cang nhieu mat hang, lam dai them phan dudi t h i l ieu phan Dau cd b j ngan lai? Hay dai them?

Hay khong dd'i?

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CAI DUOI DAI

Co ba khia canh giup day nhu cau xuoi xuong phan duoi, td i san pham ngach. Th i i nhat la su da dang co san ciia san pham. Neu ban cung cap cho ngudi tieu diing muoi su lua chon, ho se chon mot trong muoi san pham do. Neu ban dua cho ho 1.000 san pham, nhu cau doi vol mudi san pham dau tien se giam xuong.

ThU hai la viec "chi phi t im kiem", nic chi phi n i viec t im kiem tren thuc te den cac khuyen nghi va bo loc khac, se giam xuong. Cuoi cung viec cung cap san pham gioi thieu, nhu cho nghe th i i 30 giay doi vol mpt bai hat hay cho dpc mpt phan ciia cu6n truyen tren mang. Dieu nay l am giam r u i ro t rong mua ban, khuyen khich nguoi tieu dung t rd nen mao niem hon.

Chiing ta co mpt so each giai thich sp viec nay bang dU heu. ThU nhat la so sanh mpt th i trudng cung cap chiing loai tuong ddi han che vdi t h i trudng cung cap nhieu hon cac san pham cung loai. ThU hai la theo doi mpt nha tap hop/ban le Cdi dudi ddi trong mpt khoang thdi gian, xem dieu gi xay ra khi kho hang ciia hp tang len. Cach nUa la xem tac dpng ciia viec ha thap chi phi t im kiem tren mang, dua ra so sanh ciing chiing loai vol kho hang truyen thong.

Mpt nghien ciiu nam 2005 ciia dai hpc MIT dupe Erik Brynjolfsson php trach, ngudi trudc day da nghien ciiu kho hang Cdi dudi ddi ciia Amazon, t i m hieu tac dpng ciia dieu nay tai mpt ciia hang ban le quan ao php nU.

Cong ty nay k inh doanh ca h inh thUc tai ciia hang va tren mang vdi cung mpt loai san pham va gia ca. SU

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Kinh te hoc cai duoi dai

khac biet la d tren mang, no co dung cu t i m kiem, de xem cac san pham, chung loai va co dua ra de nghi "xep hang".

Ket qua la cac khach hang - tham chi ca nhi ing khach hang t ren mang va mua theo catalog - co x u hudng mua hang d phan sau ciia Cdi dudi. 80% hang hoa d phia sau chiem 15,7% doanh thu doi vd i ciia hang, nhung con so nay qua mang la 28,8%. Nhu vay, u i cong thUc 20/80, cd the thay vdi ciia hang binh thudng, cong thUc nay la 84/20 va qua mang la 71/20.

Do la tac dong ciia viec giam chi phi t i m kiem trong ciing mot kho hang. De do tac dpng doi vol cac kho hang khac nhau vdi chenh l i n h ldn, chung to i tien hanh so sanh giUa mpt ngudi ban le truyen thong va ngudi ban hang tren mang vdi kho hang khong gidi han. Thuc te, do la su so sanh giUa hai kieu ban hang: truyen thong va tren mang. Chiing tdi quyet dinh chpn nganh giai t r i v i nganh nay tuong doi phat trien tren mang, de cd the so sanh tuong doi khach quan vol so li?u cd san. Chiing toi so sanh ca am nhac va dia DVD.

Thay v i chpn mdt nha ban le truyen thong, chiing toi sii dung dU lieu trong nganh nay do Nielsen cung cap - mang SoundScan doi vdi am nhac va DVDScan

cho ph im anh.

(Phai cd mpt so dieu chinh can thiet de cd the so sanh

mdt each chinh xac. Trong am nhac, chung td i phai t im each so sanh doanh so ban album thong thudng

235

CAI DUOI DAI

va ban bai hat tren mang, va sau do la doanh so ban le vol ban hang theo dang ky. Vol dia DVD, chiing toi so sanh doanh so va so heu thue don ban vol thue theo dang ky tren mang. Mac di i van de phuong phap khong phai la chii de ciia cuon sach nay nhung day la van de can thiet trong x i i ly so heu, nhu ban rung bai hat tren mang, nham giam thieu sai so va ve duOng cong mot each chinh xac nhat).

Vdi mot so dieu chinh, ket qua that dang k inh ngac. Dudng cong tren mang co do thoai hon rat nhieu. Trung binh, mot album - ngoai top 1000 - duoc ban qua mang gap 2 lan so vdi tai ciia hang. Moi DVD ngach - cung ngoai top 1000 - co do pho' bien tren mang gap ba lan so vdi tai ciia hang.

Mot each so sanh khac la xem nhUng tac pham hit giam tac dong doi vol thi trudng tren mang nhu the nao. Day la so lieu ve am nhac. Tai ciia hang, 1000 album hit chiem 80% doanh thu. (Thuc te, tai cac ciia hang ban le truyen thong, 100 album hit chiem 90% doanh thu). Nguoc lai, tren mang, 1000 album do chi chiem i t hon mot phan ba doanh thu. Noi each khac, mdt niia thi trudng tren mang la cac album ngoai top 5000.

LIEU CAI DUOI DAI LAM TANG NHU CAU H A Y CHi P H A N BO LAI?

Lieu Cdi dudi ddi lam ldn chiec banh hay chi chia lai nd? Noi each khac, vdi luong hang hoa trong kho

236

Kinh t l hoc cai duoi dai

tang nhieu lan, cac nha ban le tren mang co khuyen khich khach hang mua nhieu hon hay chi mua it hon cac san pham hit? Noi chung, cau tra Idi phu thuoc vao tung l inh vuc: mot so mat hang se khuyen khich mua nhieu hon kh i san pham ngach trd nen pho bien, mot so mat hang lai khong.

Mac d i i su chii y va kha nang mua sam ciia con ngudi la hUu han nhung ban van co the danh nhieu thoi gian va tien bac hon. Mot so hinh thUc giai t r i , nhu am nhac, khong tao ra su "loai trU" trong chu y ciia con nguoi, co nghia la ban van co the nghe nhac trong khi lam viec khac. Vi du, mOt so ngudi giai thich ve su tang len so gid xem truyen hinh trong thap nien 70 va 80 la do the he do da ldn len a ing vdi t iv i nhu mdt phan cupc song ciia hp; k h i su mdi la khong con, t iv i chuyen n i phuong tien cd t inh "loai t n i " sang phuong ti?n khong cd t inh loai t n i , do do chung ta xem t iv i

nhieu hon.

Nhiing phuong tien truyen thong khac, nhu nhan tin, doi hdi thdi gian, nhung chiing cd the co hieu qua va mang lai sp thoa man ldn hon. Thuc te, chiing ta luon phai t im each de tieu thu lupng thong t in ldn, xem cac trang ket qua t i m kiem tren Google va viet blog. Cd the bay gid td i khong dpc nhieu hon trudc day, nhung nhUng gi td i dpc cd y nghia hPn nhd nhung bp lpc tot

(phu hpp vol sd thich ciia td i hon) giup lpa chpn trudc nhUng gi td i se dpc. Cung v i nhUng gi toi dpc cd trpng tam nen tam bao quat ciia td i cung dupe nang len.

Theo nghia nao do, td i da nen su chii y trong kh i dpc.

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CAI DUOI DAI

Tuy nhien, neu ban ket hap giua su" khan hiem nguon thu nhap co the si i dung va sU khan hiem ve thdi gian th i mot so phuong tien thong t i n dai chiing khong co t inh "doi khang" lai t rd nen doi khang. Ly do moi ngudi xem nhieu t iv i v i khong phai tra tien. NhUng neu ban phai tra tien moi khi xem, th i chac chan ban se phai tap trung de xem. Theo quan diem ciia ngudi tieu diing, dieu nay cho thay loi the ciia dich vu mien phi trong viec tao co hpi kham pha mien phi phan sau ciia Cdi dudi. Ban se tieu diing nhieu hPn neu dieu do khong budc ban phai tra tien.

Ket luan d day la: Sp chii y ciia con ngudi co the md rdng hon kh i khong phai tra tien. Tac dpng CP ban ciia Cdi dudi ddi la chuyen sp chu y td i cac thi trudng ngdch trong gidi han nhu cau thong qua sp thoa man doi vdi ket qua t i m k i l m . Chung ta khong phai tra nhieu t i i n cho viec do.

LIEU GIA CA TANG LEN HAY GIAM XUONG 6 P H A N DUOI?

Tdi thudng xuyen nhan dupe cau hdi ve tac dpng ciia Cdi dudi doi vdi gia ca. Lieu gia cd giam xuong d phan sau ciia Cdi dudi? Hay lai tang len, v i hang hda co mUc dp tieu thu hep va cu the se cd sUc hut manh hdn doi vdi khach hang?

Cau tra Idi la dieu do phu thupc vao tung loai san pham. Mpt each de danh gia la phan biet giUa thi

238

Kinh te hoc cai duoi dai

trudng "muon" va th i trudng "can", moi th i trUdtig nhu vay co tac dong khac nhau doi vdi gia ca.

"Thi trudng can" la nhirng thi trudng ma khach hang biet rang hp dang t im kiem va khong the t im d dau khac ngoai tren mang. Vi dp, do la mpt cuon sach khoa hoc tUPng doi khd ndi ve mdt van de ma ban quan tam. Khi rim thay no, ban se khong qua quan tam den gia ca. Ban co the thay dieu nay trong chinh sach giam gia ciia Amazon. Cong ty nay giam gia 30-40% cho sach ban chay, sau do giam khuyen mai t i i t i i den 0 doi vol nhung sach co doanh sd hang tram nghin.

Ngupc lai, am nhac va cac hinh thuc giai t r i khac la nhung th i trudng "muon" dien hinh. Vol gia ca hdp ly, ban co the thU nghe mdt ban nhac mdi hay kham pha phan sau ciia Cdi dudi ma khong lo ton tien. Do do, nhieu cong ty am nhac da th i i nghiem giam gia doi vol cac bai hat cu hay nhiing bai hat i t dupe biet den.

Theo do, gia doi vol am nhac se tp dpng giam xuong ty le thuan vol sp nd'i tieng ciia tac pham. Google da dua ra dau gia t u dpng doi vol t i ing quang cao dua tren n i khoa va eBay ciing dUa ra dau gia vdi tat ca mat hang. Cau tang th i gia cung se tang.

Mpt th i trudng da dang ve gia ca vdi hoat dpng thuc sp hieu qua se dan den sU giam doanh thu t iem tien va tao ra mpt dudng cong cd dp md ldn hon. Tuy nhien, it nhat la vdi am nhac, dieu nay se lam mat di nhung lpi the ciia mo hinh mpt gia (nhu iTunes dUa ra gia co dinh la 0,99 dola) va chong lai cac nha ban le CD

239

CAl DUOI DAl

truyen thong do i t co kha nang dieu chinh gia. Khi nganh am nhac gap kho khan, no se t i m ra nhirng mo hinh k inh doanh mdi. Khi do, chting ta se cd d i i li?u day d i i hon de tra Idi cau hdi tren.

NHUNG "HE TH6NG SIEU NH6" CUA C A I D U O I D A I

Mpt trong nhirng dac diem ciia quy luat phan phoi siic manh la t inh "pho' quat", nghia la di i ban cd md rdng van de ra xa den dau th i quy luat nay van diing. Cac nha toan hoc gQi hien tuong nay la "tinh diing don nhat trong pham vi da cap", nhung y nghia ciia no la Cdi dudi ddi duoc tao thanh bdi nhieu Cdi dudi nho, moi Cdi dudi la mpt the gidi nhd.

Khi nghien cuu ky dU lieu, ban co the thay dudng cong sUc manh diing la tap hpp ciia tat ca cac dudng cong nho ciia cac dong nhac. Thi trudng am nhac dupe tao thanh n i hang nghin thi trudng ngdeh nho va khi tap hpp cac dudng cong nho vdi nhau se tao thanh mpt dudng cong Cdi dudi ddi. Nhung neu nhin ky th i moi dudng cong se co phan dau va phan dudi.

Vi dp, toi da cat Cdi dudi ddi am nhac ciia Rhapsody theo dong nhac, xac dinh v i t r i ning ban nhac trung binh theo so lupng tai xuong ciia ning dong nhac nhu bang dudi day. Sau do tdi cat mpt dong nhac la Afro-Cuban Jazz - de ve dudng cong ciia dong nhac do.

Dieu ban nhin thay la tap hpp trung binh cac dong

240

Mnn te noc cai duoi dai

nhac se tao thanh Cdi duoi ddi, va trong moi dong nhac lai co mpt Cdi dudi ddi nho. Dieu nay dien ra trong toan bo nganh am nhac, nic mpt dudng cong ldn chUa cac dudng cong nho va cac dudng cong nho hon.

Cai duoi nho trong Cai duoi ldn

Thi loai (chi g6m chir c£i diu A) (Ngudn: Rhapsody)

Dieu nay cung dung doi vdi cac th i trudng khac, nr sach den blog. Peter Hirshberg, mpt nha quan ly lam vifc tai cong ty t i m kiem blog Technorati, mieu ta sp ndi len cua "NhUng Cdi dudi ddi theo nganh" ma cong ty nay dang theo ddi, cho thay su phd quat ciia quy luat phan phoi sUc manh ddi vdi cac blog, tU blog ve an uong den blog ve day con. Ong ndi: "Khi ban si i dung mpt lang k inh de nhin anh sang trang, ban se thay mpt quang phd gom cac tia sang Cdi dudi ddi hien ra". Su xep loai chi thuc su cd y nghia ddi vdi ning loai chU khong phai ddi vdi toan he thong.

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CAl DUOI DAI

Tai sao dieu nay lai quan trong? Thu nhat, no cho thay rang cac bo loc chi co tac dung trong tung the loai chii khong phai toan bp th i trudng. ThU hai, no giai thich mot nghien ly ro rang ciia Cdi dudi ddi. Hinh dang di xuong tir tren cao ciia dudng cong phan phoi siic manh la do tac dong ciia cac dudng ngach phan hoi su quang ba bdi khach hang dinh hudng su lua chpn ciia ngudi tieu diing, lam cho nhiing san pham cd uy t in ngay cang cd uy t in hon va mat uy t in ngay cang mat uy t in hon. Thanh cong tiep noi thanh cong. Trong ly thuyet mang, dieu do tao ra hien tupng ngudi thang gianh dupe tat ca, cd nghia la dang ton tai nhUng co may tao ra hit dang ghet.

Tom lai, nhiing bp lpc ngay nay lam cho sp quang ba thong qua khach hang co sUc manh hon do co nhieu ngudi tham gia danh gia nhieu loai hang hoa hon. Lieu dieu do cd lam cho dudng cong sUc manh trd nen doc hon, lam tang khoang each giUa nhiing san pham hit va san pham ngach hon la nham tao ra tac dpng can bang?

Ndi each khac, tai sao he thong khuyen nghi tren mang cd vai trd quan trpng trong viec keo dai Cdi dudi, tai sao nd khong lam ngupc lai: day nhu cau ve phan Dau, lam tang sU chenh lech giUa san pham hit va ngach? Do la dieu ban cd the hy vpng khi tac dpng ciia mang t rd nen manh me hdn con trong thuc te, dieu chung ta thay trong th i trudng Cdi dudi ddi la mpt dudng cong cd dp doc nhd va i t khac biet hon giUa thi trudng hit va thi trvtdng ngach.

242

Mnn te hoc cai duoi dai

Ly do la nhUng bo loc va cac khuyen nghi co tac dung ldn nhat d thi trudng ngach, trong cung mat hang. Giiia cac mat hang vdi nhau, tac dung ciia chiing khong ro. Co nhiing san pham hit trong mot mat hang va trd thanh san pham chinh trong mat hang do. Do la mot ngoai le. Nhieu san pham thong thudng khac dupe xep d phan giUa va theo nghia nao do tao ra su canh tranh vol nhieu san pham hit ciia mat hang khac, do do khong co xu hudng ban chay hon.

Mot ca si ndi tieng cap vung cd the ban duoc nhieu dia hon so vdi ca si trong viing do, nhung khong cd nghia la ca si do chi phoi toan bo nganh am nhac. Bai hoc n i t ra trong cau tnic sieu nhd la su ndi tieng dien ra d nhieu pham vi khac nhau va lam tudng d mdt viing khong co nghia lam lam vua ciia ca dat nude.

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CAl DUOI DAI

C A I DUOI D A I T H O I GIAN

Tai sao mot so mat hang lai ban chay hon mat hang khac? Cho den gid, chung ta mdi chi nghien cUu chii yeu ve chieu sau va mUc do hap dan ciia mpt so mat hang cu the - chiing la mat hang chii luc hay mat hang ngach, chat lupng cao hay thap. Tuy nhien, co mpt nhan to khac tac dpng den sp phd bien la thdi dai. Bdi v i nhirng mat hang co nhu cau ldn thudng ban chay hon nhu cau nhd, mat hang mdi ban chay hon mat hang cii.

Nhin vao dudng cong co ban ve cau, chiing ta se khong ly giai dupe van de tren. Sp phd bien thpc ra co nhieu khia canh: v i du, nhirng nhan to anh hudng den v i t r i ciia mpt album khong chi la chat lupng nhac, ma ca loai nhac, ngay phat hanh, su ndi tieng va/hay quoc tich ciia ban nhac, tac dpng ciia cac nghe si ciing loai... Tuy nhien, chiing ta chi biet mpt dieu rang do la album ban chay nhat ma khong biet td i nhUng nhan td gan bd vdi nhau nhu tren.

Do do, mpt san pham hit horn nay chinh la san pham ngach ciia ngay mai. Hau het tat ca san pham deu cd doanh thu giam ciing vdi thdi gian. Bp phim Twister la ph im ban chay thU hai nam 1996, nhung ban DVD ciia nd ban qua Amazon chi bang mdt niia bp ph im tai lieu ciia kenh truyen hinh History Channel ve Cach mang Phap.

244

Kinh te hoc cai duoi dai

Einstein mo ta thdi gian chinh la true t h i i t u cua khong gian; ban hay nghi do la khia canh th t i t u ciia Cdi dudi ddi Ca san pham hit va sdn pham ngach deu co doanh thu giam xuong ciing vol thoi gian; san pham hit co the co doanh thu cao hon, nhung cuoi ciing cung giam xudng tai Phan duoi. Nghien cUu de chUng minh ket luan tren se con tiep tuc nhung ve mat khai niem, buc tranh tren se co hinh dang nhu sau:

Cai duoi thdi gian

Dieu dac biet thu v i ve thdi gian va Cdi dudi ddi la Google cd ve nhu dang thay dd'i quy luat tren. Doi vdi phudng ti?n thong t in tren mang hay moi phUdng tien

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CAI BUOI DAI

truyen thong khac, tin tuc mdi tao ra sUc manh. Tin t u t ngay horn qua giong nhu ca uon va k h i noi dung b i dUa ra khdi trang mang th i su phd bien cua no gan nhu bien mat. Tuy nhien, k h i cac trang mang ngay cang duoc Google tai lai, quy luat tren khong con dung.

Google khong qua quan tam den thoi gian ma dat Uu tien ve su lien quan cua cac lenh t im kiem hon la do cap nhat. Do do, kh i t im kiem, ban se t im duoc trang co hen quan nhat chU khong phai trang cap nhat nhat.

Bdi v i nhiing trang web cu cd nhieu thdi gian de nhan duoc hen he nen ddi kh i chung cd loi the hon cac trang mdi. Ket qua la t inh phd bien cua cac blog va t in tUc tren mang gid day giam cham hon trudc kia nhd cac cong cu t im kiem. Google cd the coi la mpt cd may thdi gian va chung ta dang tUng budc cam nhan dupe tac dpng cua nd trong qua t r inh phat hanh, quang cao va thu hut su chu y ciia con ngudi.

BI KICH BI B6 ROI CUA K I N H TE HOC D U T H U A

Ndi mpt each rpng ra, Cdi dudi ddi la su du thUa. DU thUa gia de hang, d u thUa phan phoi, du thUa sp lua chpn. Mpt trong nhung dinh nghia ve k inh te hpc do trang Wikipedia dua ra la:

Kinh te hoc: (dt) La nganh khoa hpc xa hdi ve sp lUa chpn trong khan hiem.

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Kinh te hpc cai duoi dai

Co nhiing dinh nghia khac ("la su" phan phoi cac nguon luc hiiu han de thoa man ham muon khong han che",...), nhung co mpt diem chung: do la su nhan manh yeu to khan hiem, dac biet lam the nao de phan phoi cac nguon luc co han. Trong ky nguyen du thUa hau nhu tat ca mpi thU, tU nhan dinh ciia Moore (cho rang gia/tinh nang a ia may t inh tang len gap doi sau 18 thang) den phuong ti$n luu kho va truyen tai. Day chinh la van de.

That kho de cudng dieu ve tac dpng a ia quan niem tren doi vol kinh te hpc khi ban khong the sd hUu mien phi mpi thU - quy tac bao t n i m ve su trao doi va each thUc san xuat. Vi dp, Adam Smith da sang lap ra lanh te hpc hien dai bang each t inh den viec trao ddi ve thdi gian, hay su tien nghi, va tien. Ong ly giai ve viec mdt ngudi song gan thanh phd va tra nhieu tien thue nha hon, hoac song xa thanh phd va tra i t hon la "tra tien chenh lech de ddi lay su tien nghi". Ke tU do, k inh te hoc chi nham vao viec chia chiec banh h i iu han.

That vay, kinh te hpc tan cd dien khong tap trung phan tich dau vao du thUa, khong ph i i nhan rang dxi dupe cung cap mien phi va khong dua dxi vao cong thUc tinh toan. Nd de nganh khoa hpc khac nhu hda hpc giai quyet van de.

Tuy nhien, chiing ta dang budc vao ky nguyen a i a khong gian gia de hang vd tan. Hai thupc t inh chii yeu

ve sp khan hiem trong k inh te hpc truyen thong - la chi phi san xuat va phan phoi san pham tiep theo -

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CAI DUOI DAI

clang giam dan ve 0 trong cac th i trudng Cdi dudi ddi ky thuat so, kh i cac tep d i i lieu co the sao chep va truyen tai vdi chi phi gan nhu bang khong. Chac chan la can phai giai quyet van de do ve mat k inh te hoc.

Rd rang su du thiia luon xay ra quanh ta, dac biet trong cong nghe. Gia thuyet ciia Moore la v i du dien hinh. Dieu ma Carver Mead, ngudi d i dau trong nganh ban dan va la giao sU dai hoc Caltex dUa ra nam 1970 khi ong noi vol sinh vien ve "den ban dan bd di" la khi cac bong den ban dan da t rd nen du thiia, co nghia la cd gia bang khong. Su thay dd'i t u duy u i viec lam ra toan nhiing loai may t inh khan hiem sang "hoang phi" cong cu, ndi van ve la bang each chi ve ciia so' va bieu tupng tren man hinh, da dan den cupc each mang ve may t inh ca nhan. Chung ta khong con gi de ndi ve sp hoang phi ldn - mdt chiec sieu may t inh dude sii dung cho vui! - ciia chiec Xbox 360.

Nhiing quy luat tren ciing diing trong nhiing linh vuc tuong tu* nhu luu kho, truyen tai va bat cii hang

hda nao cd the so hda. Ngoai van de cong nghe, cupc each mang xanh da mang lai sp du thiia trong nong nghiep (do do, de nang gia, chiing ta phai tra tien cho ndng dan de hp khong trong them cay). Nguon lpc thiic day dang sau sp" nd'i len ciia Trung Quoc va An Dp chinh la sp d u thiia ve lao dpng, neu khong th i hay de

cho hp lang phi con ngPdi ciia hp di?

Tham chi cd the coi y tudng la d u thiia, bdi v i chiing cd the lan truyen khong gidi han do dac t inh "khong

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loai trU" ciia chung. Nhu Thomas Jefferson, cha de cua he thong bang sang che cua My, da chi ra: "NhUng ai nh|n dUOc mot y tudng t i i toi la n h | n duoc 161 chi dan cho chinh anh ta ma khong lay mat ciia toi; nhiing ai soi nen cho toi se nhan dupe anh sang ma khong lam toi toi".

Hon mpt th |p nien trudc, George Gilder, tong do cua n i tudng dU thUa, dua ra mpt suy nghi co ich ve l inh vpc nay:

Trong hau het hch sU loai ngudi, hau het moi ngUol deu tin rang kinh te hpc la tro choi ke thang-ngudi thua - rang sp khan hiem cuoi ciing se chien thang sp dU thua. Muc su Malthus la ngudi ung ho quan diem rang dan so tang len ve hinh hpc trong khi san lupng nong nghiep tang len ve so hoc. Theo quan diem ciia ong, su khan hiem ve luong thuc cuoi ciing se lam giam tang trudng. Karl Marx nhin nhan kinh te hoc theo quan diem dau tranh giai cap ve "phuong tien san xui t " khan hiem.

Sp tap trung vao tinh khan hiem ciia cac nha lcinh te hpc xuat phat n i thpc te la su khan hiem la co the do dupe va se giam xuong bang khong. Ho gidi han mpt mo hinh kinh te de t im ra ket qua hoan toan co the do dupe, mpt diem tdi han trong vong san xuat cong nghiep. Sp du thUa khong the do dupe va khong co gidi han. Khi chiing trd nen phd bien, gidng nhu khong khi va nude, chiing trd nen vd hinh - "moi trudng ben ngoai". Tuy nhien, sp du thUa la ngudn hie thiic day kinh te tang trudng va thay ddi.

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CAI BUOI DAl

Vay lam the nao de can bang dieu nay vol kinh te hoc tan cd dien? Gilder dua ra khuyen nghi sU dung do "bo di" .

Trong tat ca cac cuoc each mang cong nghiep, nhan to mau chot cua san xuat la giam dang ke chi phi. So vol chi phi trudc day trong san xuat, nhan to mdi gan nhu bang khong. Ngudn luc vat ly trong each mang cong nghiep gan nhu bang khong khi so sanh vol ngudn luc siic vat va co bap con ngudi. Dot nhien, ban cd the lam nhung viec trudc day khong the. Ban co the van hanh nha may trong 24 gid/ngay lam ra san pham theo each ma trudc day khong the hieu ndi. Dieu do co nghia la ngudn luc vat ly gan nhu mien phi. Toan bo nen kinh te can phai co cau lai de khai thac nguon luc nay. Ban phai "bd di" nang lupng may hoi nude va nhung may mdc tudng tu de chien thing, trong chien tranh cung nhu trong hoa binh.

Dieu do goi ra y tudng ve viec dat nhan dinh tren trong mdt bd i canh k inh te nhat dinh. Neu nhiing ngudn luc du thUa chi la mpt nhan to trong he thong b i tac dpng bdl sp khan hiem, chung se khong tao ra thach thUc ddi vdi k inh te hpc chinh thong. Chung se cd tac dpng nhat dinh va lam giam chi phi giao dich -Ngudn luc tao ra hieu qua san xuat giup lam giam gia va tang san lupng, dong thdi cd tac dpng nhat dinh ddi vdi cac ly thuyet k inh te.

Thuc te la su du thUa ciia Cdi dudi ddi, vdi tat ca sUc manh ciia no, dang b i tac dpng bdi cac nhan to

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Kinh t i hoc cai duoi dai

kiem che nhu" vay. Mac di i su" lua chon cac phirong tien gan nhu la vo han nhirng sy chu y va thdi gian cua con ngudi van la hi iu han. Thu nhap de tieu diing ciia chiing ta cung co han. Noi chung, day van la tro choi hon hop hen quan den chiec banh. DUa cho anh ta/co ta mpt trieu chuong tr inh tivi nhung co ta/anh ta ciing khong xem nhieu chuong t r inh hon trudc day, chi co dieu se xem chuong t r inh khac, phi i hpp hon vdi cd ta/anh ta ma thdi.

Cuoi ciing, can chii y rang k inh te hpc, vdi tat ca su hap dan ciia nd, khong giai quyet dupe mpi van de. Nhieu hien tupng chi cd the danh cho cac nganh khoa hpc khac, tU tam ly den vat ly, hoac khong cd mpt ly thuyet hpc thuat nao dien ta. Su du thUa, cung giong nhu tang trudng, la nguon luc dang thay dd'i the gidi ciia chiing ta theo nhirng each ma chung ta dang trai nghiem hang ngay, bat chap viec chung ta cd giai thich hay khong giai thich dupe ve nd.

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9

C A I D A U N G A N

THE' GIOI MOI CUA CAC GIA DE* HANG Ll£U TOT HON HAY TOI Tf i HON?

Du muon hay khong th i th i trudng ciia rmung san pham hit van hien hviu; cung nhu su" ton tai ciia cac ciia hang ban le vdi khong gian chat choi, he thong truyen thong han che va chi phi cho nhu cau toi thieu nhat. Vol su phat trien ciia thuong mai dien ni , doanh thu ban hang tren mang d My van thap hon mUc ban le 10% va chi vuot qua h inh thUc ban hang theo catalog. T h | m chi nhiing ngudi co suy cho thuong mai dien n i cung khong ky vong se chiem hon mot phan t u mUc tieu dung ciia nhirng thap nien vUa qua.

Ly do la cac ciia hang truyen thong dem lai sU tien dung, dap Ung nhu cau ngay lap nic. Hon nUa, chinh chung ta ciing mang tam ly bay dan va thich lam nhu moi ngudi. Di theo so dong de tao tam ly thoai mai hdn va viec chia se k inh nghiem cung lam moi ngudi xich lai gan nhau hdn.

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Di lu do giai thich h inh dang khong doi xiing ciia dudng cong Cdi dudi ddi. Thi trudng Cdi dudi ddi co chieu hudng phang hon th i trudng truyen thong, song van thu duoc loi nhuan. Du khac nhau d mpt so khia canh, nhung chung ta lai cd nhieu diem tuong dong tren nhieu mat khac. Do khong chi la thuc te hien nhien ma con can thiet de giup dua ra cac khuyen nghi va bp lpc thong t in khac thuc day phan con lai ciia th i trudng tren mang hoat dpng.

Trong chuong nay, chung ta se ciing t rd lai vol phia ben trai ciia do th i ham sd, phia bang A. Chung ta se phan tich ca uu diem ciia ban hang truyen thong va chi phi, cung nhu cong nghe truyen thong va cd may tao nhUng san pham hit ciia Hollywood. Hay bat dau ni tinh uu viet trudc.

Tuy thi trudng cac san pham dang thinh hanh co the khong chi phoi xa hdi va thuong mai nhieu nhu thap nien trudc, nhung van con anh hudng ndi bat. Trong do phai ke den vai t rd ciia chung nhu la ngudn ciia van hoa dai chiing, tao co sd cho cac thi trudng ngach phat trien.

Nhung Nhd tap hap Cdi dudi ddi thanh cong can phai ch i lm l inh dupe ca th i trudng san pham dang thinh hanh va thi trudng ngach. Hp can m d rpng dap ling nhieu nhu cau da dang t i i chung nhat den dac thu nhat, tao k i t ndi cho dudng thoai thoai ciia md hinh

Cdi dudi ddi.

Ngudi tieu diing thudng muon mua sam mpi thU chi

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CAI DUOI DAI

trong mot cua hang. Ho muon co the mua dupe tat ca san pham ho dang t i m kiem trong mot ciia hang nhat dinh. Ciia hang nao dem lai cho nguoi tieu diing sU tu t in se la ciia hang thanh cong. Niem t in vao sU hia chon cuoi ciing va vao nhan thiic rang san pham tot nhat se duoc loc ra n i moi lua chon (hoac i t nhat la lua chpn trong lmh vuc do) ly giai tai sao Cdi dudi ddi hap dan den vay.

Neu chi co san pham thuoc phan Dau, ban se nhanh chong n h | n ra khach hang muon nhieu hon the song ban khong the dap Ung. Neu chi co san pham d phan dudi, ban co the thay ngay ngudi tieu dung se khong biet nen bat dau n i dau. Ho khong the dan sau hon vao th i trudng v i moi san pham ban chao hang deu la lam vol ho. Vai tro cung cap san pham d ca phan Dau va phan dudi nam d cho ban co the khdi dau n i mpt the gidi ma khach hang da biet - the gidi ciia cac san pham quen thuoc - de khai thac va xac dinh nhu cau.

Cau chuyen ciia trang mang MP3.com - mot trong nhiing dich vu nghe nhac tren mang dau tien - da chiing minh cho vai trd quan trong do. Nam 1997, nha k inh doanh Michael Robertson da khdi dau sU nghiep k inh doanh theo mo hinh gan giong md hinh Cdi duoi ddi lanh dien. MP3.com cho phep bat ky ai cung co the dua cac dU lieu nhac len trang web. Y tudng ma ong ap l i la dich vu nay se vuot qua each thu nhac truyen thong, cho phep ca si ket noi true tiep vdi thinh gia. MP3.com se thu loi nhuan tU chi ph i cac ban nhac tra cho viec dUa am nhac len trang web. Thdi ky thong tr i

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Cai d u ng n

ciia cac cong ty phat hanh dia nhac se sup do, tao dieu kien de tram hoa dua nd.

Dii rang MP3.com phat trien nhanh chong va sdm thu hut dUdc hang tram ngan ban nhac, nhung cac ban nhac kem nd'i tieng da khong thu hut them dupe luong khan gia mdi va nhiing ban nhac phd' thong lai khong dupe ban. Them vao do, MP3.com lai b i mang tieng v i chinh nhUng gi cong ty nay da lam: mot tap hop ho Ion cac ban nhac te hai khong dang dupe quang ba.

Van de aia MP3.com chinh la viec nd la Cdi dudi ddi duy nhat. Trong qua t r inh ton tai, cong ty khong hh ky thoa thuan giay phep vdi cac cong ty am nhac ldn nao ve viec cung cap dong nhac chii luu hay nhac thuong mai dang th inh hanh. Do do, nd khong tao dupe diem khdi dau tuong d6ng cho ngudi tieu diing, khong co so luong san pham ban dau de tao nen tang cho viec tiep nic khai thac th i trudng. (De t i m ra mpt mo hinh lcinh doanh hop ly, MP3.com sau do da cung cap dich vp cho phep ngudi sti dung dua nhirng dia nhac thuong mai ciia hp len mang, dan den hang loat vu kien nmg trong nganh thu thanh va cuoi cung day cong ty den cho dong ciia).

That bai ciia md hinh MP3.com va thanh cong ciia mo hinh iTunes - von i t hudng vao cac nha soan nhac doc l | p - nam d cho ngay tU dau, iTunes da dat dupe thoa thuan vdi cac cong ty dia nhac ldn ve cung cap mpt loat dong nhac chii luu. Sau do, iTunes bd' sung ngay cang nhieu npi dung am nhac chuyen biet v i "cac nha phat hanh dia nhac cd ban quyen" da chuyen cho

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CAI DUOI DAl

iTunes cac dia ciing vol hang t ram ngan nhac si doc lap. Do do, ngudi sii dung iTunes co the ngup lan trong thi trudng da dupe cac hanh v i thuong mai phan dinh the loai nhac mpt each rd rang, n i do tao diem tua de md rdng kham pha loai nhac chuyen biet.

(Can luu y them la thanh cong ciia MySpace - mo hinh nhac dpc lap mien phi rat giong MP3.com - cung dang de nghien cuu. Dudng nhu su ket hop rat hieu qua giUa t inh cpng dong vol ndi dung ciia trang web la Idi giai dap d thdi diem nay. Spi day gan ket xa hpi giUa hang chuc trieu ngudi ham mp giup d i n hp lpc bdt nhiing san pham am nhac kho cd the t im thay neu thieu sp hpp tac, trong khi ndi dung khien hp co ly do de tiep tuc truy cap trang web. Thuc te nay cho phep trang web tranh dupe hien tupng sup do' da ning danh chim cac dich vu ket noi xa hdi trudc kia - loai dich vu khong tao ra dupe su gan ket chac chan).

C A l D U O I T H A N H T H I

Cac thanh pho ldn tao nen mpt the loai "thi trudng hit" khac. Neu ban ve so do phan nhom dan cu toan cau, ban se co duoc do th i ham so dang dudng cong. Trong khi dan cu dong diic tap trung d so i t cac thanh pho n i Thupng Hai td i Paris, th i nhieu noi lai cd dan cu thua thdt. Nhu Richard Florida da khang dinh "the gidi co mi i i nhpn" trong cuon sach Su noi len cua tang ldp sang tao:

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Con ngUol tu tap theo nhom khong phai don gian chi vi tam ly bay dan hay vi hp thich nhung trung tam nao nhiet day du tien nghi, dii rang ca hai ly do nay deu diing. Ho va nhom aia ho tu tap vi lpi the ma sp dong due dem lai - nang suit, hieu qua ciia quy mo san xuat va sp chia se kien thuc. Khi cac nha sang tao, kinh doanh va trp giup tai chinh lien ket chat che voi nhau ca trong va ngoai cong sd, sang kien se de dupe de xuat, phat trien va dua vao ung dung nhanh chong hon.

Nhung mui nhpn dan cu nay - hay cac thanh pho ldn tren the gidi - ton tai v i lp i the k inh te va van hda do dan cu tap trung dong due da bu trU cho chi phi song d thanh thi . Nhung that la nghich ly, mpt trong nhUng lpi the do lai la nhu cau da dang doi vdi cac san pham ngach.

Mpi thU deu san cd d cac thanh pho nhu New York, Luan Don, Paris va Tokyo. Muon do an quoc te U? Tat ca deu cd d day - tU mdn lau a i a Eritrea, Bengal td i Mong Co. Nhirng thu vui choi giai t r i d i i loai, dich vu dap Ung mpi nhu cau va neu ban biet rd tung doan pho nao hay ngach tudng nao de kham pha th i tham

chi cd hang ta san pham canh tranh vdi Amazon.

Tai sao nhi? V i cu dan d thanh pho do dong tdi mUc

nhUng nhu cau thudng phan tan nhat lai t r d nen tap trung. Xet theo nghia do, mpt thanh pho cd the dupe

coi la Cdi dudi ddi ciia khong gian do thi , giong nhu

Internet la Cdi dudi ddi a i a khong gian y tudng hay

khong gian van hda.

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CAI DUOI DAI

Nhu" nha van Steven Johnson da tung vi von:

Mot cua hang chi ban duy nhat san pham cue ao se khong the t im thay thi trudng trong thi tran chi cd 50 ngan dan, nhung d thanh pho New York, lai co ca mot khu vuc chuyen ve ban cue ao. Cac nen van hoa ngach cung phat trien trong nhung thanh pho ldn theo dung nguyen ly do: neu ban cd gu thudng thuc khac ngudi thi ban se cd nhieu co hoi t im dup*c ngudi cung sd thich vdi ban d thanh pho 9 trieu dan.

Nhieu nam trudc day, nha nghien cUu do thi Jane Jacobs da nhan xet rang thanh pho ldn tao mdi trudng thuan lo i cho su phat trien ciia th i trudng nhd chuyen biet. Ba viet rang:

Thi tran va ngoai 6... la que huong tu nhien ciia cac sieu thi khong id chU khong phai ciia a ia hang tap hda, aia cac rap chieu phim tieu chuan hay rap chieu bong cho khach ngoi trong oto chU khong phai rap hat. Don gian vi sd luong ngudi vdi nhu cau khac nhau qua it, di i rang cd the cd (rat it) ngudi san sang chi tien neu cd nhUng dich vu do.

Trong khi do, thanh phd lai la que huong tu nhien aia sieu thi nhd, aia rap chieu phim tieu chuan ket hop nha hang cao cap; banh nUdng kieu Vien, ciia hang tap pham do nude ngoai, phim nghe thuat..., tat ca deu ciing ton tai, tU binh thudng cho den ky di, tU do so cho den nhd be. O" bat cU noi sam uat va dong due nao tai cac thanh phd ldn deu cd the thay sd luong san pham nho nhieu hon san pham ldn.

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Cai dau ngan

BAO VE CHIEC GIA DE H A N G H O A

Trudc khi chon vui cac gia de hang hoa truyen thong vao d i vang, hay co Idi khen ngoi trudc da. Hien nay, gia bay hang ban le la cau noi giUa khach hang vdi chuoi cung phat trien ngay cang manh, nham tan dung triet de thdi gian va khong gian. Vdi chieu cao 2,13m, rpng 1,2m va sau 0,6m, gia de hang hda sieu th i cd sue chtfa nhu mpt xe tai nhd.

Duoc thiet ke theo tieu chuan cong nghiep, xep day hang tram mat hang, chiec gia de hang hda t rd thanh bieu tuong thdi thuong cua su no di i . Ngay nay, sieu thi trung binh chUa dupe hon 30 nghin mat hang, tat ca dupe bo t r i va bay bien hop ly tren cac gia de hang hoa sao cho dat mUc doanh so ban toi da vdi chi phi toi thieu. Sieu thi cd chUc nang ky dieu - vUa la kho chUa do hUu hieu vUa la may ban hang da dupe cai tien.

Gia de hang hda phan anh sUc manh tuyet doi ciia khoa hpc ban le. Hang hda trong cac sieu th i ngay nay dupe dong gdi va sap xep theo quy tac t rU do va la dinh ciia dudng cau co gian. Viec phan phoi hang hoa toi Uu dupe cac t r u sd ban le hang loat phan t ich tUng ngay va dieu chinh tren thuc te dpa vao so lieu

xuat kho.

Md hinh sap do tren gia dupe thiet ke de dap Ung mpi nhu cau ciia chung ta: thoa man nhu cau hien tai, kich cau mdi va dat doanh so ban cao nhat chi vdi

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CAl BUOI DAI

khong gian han hep nhat. Moi goc cua gia de hang hoa sieu th i deu dupe cac chuyen gia ban le phan tich ky hrdng, phan nhom va giam sat thong qua he thong camera chim va nhan dinh dang co tan so dai phat thanh. Quay de do ban le la khudn mat a ia mpt doanh nghiep, chiem gan 60% nen k inh te My va l inh vpc nghien cuu ve quay hang ban le ciing da khang dinh dupe vai tro quan trpng a i a minh.

Chiing ta biet gia t r i thuc te a i a chiec gia de hang hoa giam theo chieu dpc n i tren xuong dudi. Chiing ta cung biet dich xac gia t r i dong dola doi vdi moi loai san pham va loai ban le de co dupe vi t r i de do thuan lpi ngay dudi tam mat (chang han d sieu thi , v i t r i ky dieu d chinh giUa cd sUc ban gap nam lan so vol v i t r i dudi cung). Ket qua la, cac ciia hang quy l t dinh chinh xac mUc "phi chenh lech" ma nha san xuat phai tra neu muon hang hda ciia hp dupe xep d vi t r i ban hang thuan lpi, giup tang doanh so ban cho nha san xuat va mUc chenh lech cho ngudi ban.

Trong kh i do, nghien ciiu chieu ngang ciia gia de hang hda cho phep phan tich mUc toi Uu hoa loai hang hda. Gid day, chung ta biet dich xac rang can xep hang hda vdi bien dp nao de thu hut anh mat ludt qua aia khach hang ma khong de lang phi mat bang gia de hang hda von da chat hep. Nhd cd ma vach va cac diem ban hang vdi he thong phan mem luu kho, chiing ta ci ing luon biet each lam day gia de hang hda vdi nhung mat hang ph i i hop.

Tom lai, nhd cd nhung dau dc chuyen ve nghien cUu

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Cai dau ngan

th j truong hang thap nien qua, chiing ta da biet each tan dung triet de moi khoang khong gian ban le. Xet rmung tien bo da dat duoc, ciing vdi su du thUa, lua chpn da dang va tac dong ciia chuoi cung toan cau den giam gia ban, kho ma phan bac dUOc tam quan trong ciia gia de hang hoa. Do chinh la hien than su phat trien ciia chii nghia t u ban.

THUE KHOANG KHONG MOT TAC

Tuy nhien, xet tren nhieu phuong dien, gia de hang hoa lai rat lang phi . Hay bat dau vol thuc te nay. Phi thue hang thang doi vo l chiec gia hai-den-bon-foot1

qua la ky quae. That vay, ban co the chat 6 foot vudng2

hang tren 1 foot vuong gia de hang, nhung quy tac ban le "ngon tay cai" chi ra rang doi vol moi foot vuong de do, ban can them khoang hai den ba foot vuong danh cho lo i di , quay thanh toan va khu vuc chung. Tuy vao loai ciia hang ma kho chUa do va khu vuc hanh chinh co the ton them 25% khong gian san. Dau nam 2005, ph i thue quay ban le d cac sieu t h j ldn ciia My trung binh len tdi gan 40 ddla/foot, khien mUc thue gia de hang hda tren m o i foot vuong dao dong tU 26 dola den 33 ddla/thang.

Ke do phai ke td i nhiing chi ph i phat sinh trong ban le truyen thong: doi ngu ban hang, giam gia vo hinh

1 Tuong ductag 0,6-l,2m. 1 foot (ft) = 0,3048m. 2 1 foot vuong ttrofng ducttig 0,093m2. 6 foot vuong = 0,557m2.

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doi vdi hang hda hru kho, nang lupng va cac vat dung khac, an cap va cac van de "that thoat khac", tien lai, bao hiem va chi ph i tiep th i . Tinh tong the tat ca cac loai chi ph i tren cd the tuong duong vdi chi ph i luu khong, day td'ng ph i thue gia de hang hda 12 inch vuong 1 len i t nhat la 50 ddla/thang. Cong vdi 40% gia ban le, td'ng mUc phi thue ciia hang trung b inh 1 foot vuong tU 100 dola tdi 150 dola tien ban hang thang -va don gian la de tra ph i thue khong gian.

V i mdi ngan tren gia de hang hda rat quy, nen chi nhiing san pham cd trien vong nhat vdi mUc ban ky luc hoac mUc lai da duoc d u t inh, mdi duoc bay ban. Do la mdt phep t h i i tan nhan ma phan ldn cac san pham khong the vuot qua duoc. Theo Hiep hdi ngudi tieu dung, trong sd 15 ngan san pham mdi duoc gidi thieu den cac sieu th i hang nam, chi cd rat i t san pham cd cho dUng tren cac gia de hang hoa, con khoang t i i 70% den 80% khong t r u ndi. Hien nay, 22 dola la mUc gia trung binh hang nam de mdt chiec dia DVD cd mat d ciia hang thue bang dia. Chi nhirng ph im hit nhat mdi cd the bu lai cho khoan tien chi phi ban dau (do cung chinh la ly do tai sao ngudi ta gpi ciia hang cho thue bang dia la "Blockbuster", tUc bom tan).

Neu dieu do chua d i i b i quan th i hay xem mUc phi ban hang t iem an con cao hon ph i true tiep. Ban phai tra chi ph i co hpi cho nhiing san pham ma khach hang khong the t im thay va mUc cau ngam khong dupe dap

1 1 inch vuong tuefng duong 6,45cm2.12 inch vuong = 77,4cm2

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Cai dau ngan

ung v i khong gian han c h i ciia gia de hang hoa. Thoi dai Google da md mang tam mat cho chiing ta trudc lpi the beo bd ciia dich vu t im kiem. Khi chung ta danh vao trang Google bat cU mdt tU gi muon t i m (du co danh sai chinh ta d i chang nUa) th i k i t qua luon luon hien ra. Gid day, chung ta thudng nhan duoc nhiing ldl khuyen hUu ich tU nhirng ngudi d i trudc, gidi thieu cho chiing ta nhUng san pham ma ta khong the hinh dung hay tp t i m dupe.

Song khong the t im thay nhiing chi dan tren d ciia hang dia phuong Safeway, noi ma san pham duoc phan loai ciing nhac ("do hop"), con nhiing loai hang hoa khac chi cd nha quan ly biet va phuong tien t i m kiem duy nhat la hdi ngudi ban hang - ngudi lam cong an mUc luong t o i thieu. Do khong phai la l o i ciia Safeway hay loi ciia ngudi ban hang truyen thong. Don gian la nhiing ngudi ban hang do gan ket dmh menh vol the gidi ciing nhac ciia cac gia de hang hda va lo i di, noi ma san pham budc phai tuan th i i theo nguyen tac khong khoan nhupng ciia nguyen t i i vat chat, chU khong phai bit1.

Mpt trong nhUng quy tac khong may ciia cac do vat la chiing khong the trudng ton qua thdi gian va khong gian. Rd rang, mpt vat chi cd the hien hUu d mdt noi vao mpt thdi diem nhat dinh. Chang han mpt hop ca ngU khong the ton tai dong thdi dudi nhieu mac phan

1 Don vi cd ban ciia thong tin theo he thong so nhi phan, phd bien trong ngon ngu tin hpc

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loai, du rang lpi ich va each tim kiem cua khach hang co the dua ra nhieu goi y nhu "ca", "thuc pham dong hop", "nguyen heu lam banh sandwich", "it beo", "giam gia", "hang ban chay nhat", "dong gop cho truong hpc", "thap hon 2 dola"...

Ngudi ta khong the bo t r i lai ciia hang de dap Ung nhu cau cu the ciia ning khach hang. Cung khong the cd phep mau sap xep lai cac chai rupu cho phu hpp vdi ket qua t i m kiem. NhUng chai rupu do khong the dpt ngpt xuat hien tren gia de hang hda ngay ben canh de toi Uu hda kha nang nhiing ngudi da mua chai rupu Gouda lau nam va dl iu den nhu ban t u nhien lai thich loai Pinot. Nguyen t i i cUng dau d cho do.

Ciia hang chi co the biet mdn hang ban dat vao gio khi ban tdi quay thanh toan, va thdi diem do qua mupn de cd the cd bat ky hanh dpng gi, ngoai t n i viec dua cho ban mpt phieu giam gia cho nhiing lan mua hang sau. d dau do, cac nha nghien cUu ban le co le dang mo tdi nhiing xe mua hang thong minh si i dung nhan dinh dang cd tan so song phat thanh de giam sat hang hda va dUa ra khuyen nghi trong qua t r inh ban mua hang. Tuy vay, ngay ca cac nha khoa hpc nay ciing van khong the bien van de thanh hien thuc hay khien khach hang cd dupe nhung Idi khuyen ay. Trong mpt the gidi vat chat, khach hang hang chuyen dpng con hang hda th i khong.

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HIEU UNG WAL-MART

Khi con la mot anh chang phat pho trac mdi doi muni, giong nhu nhieu ban dong trang lira, to i cung lam viec tai mot ciia hang bang dia. Ciia hang do tuong doi lcfn nam d khu buon ban d Washington D.C, nay da dong ciia.

Vi chii yeu cung cap bang dia cho nhirng ngudi lam viec quanh do n h u luat su, nhan vien hanh chinh, quan ly phap ly nen ciia hang cung kha co tieng tam. Tuy v |y , td i van con nhd nhu i n lo i d i giUa cac day bang dia nhap (chii yeu la dong nhac mdi ciia A n h vi thdi ay la giUa thap nien 80) chay dai den tan cho ghe tdi ngoi, nhin ra ciia de giai dap cac thac mac ciia khach hang. Ca bUc tudng phia sau chat day dia don 12-inch1 vdi nhUng guong mat ndi tieng nhu Depeche Mode va Billy Idol; con nhac cd dien ddi hdi ngudi nghe tinh te hdn nen dupe bd t r i trong phong rieng vdi he thong am thanh chat lUdng cao.

Tat ca nhUng ky Uc do nhu dpi ve kh i tdi dang tho than giUa nhUng gian bang dia t rong Wal-Mart d Oakland, California. (Va thuc sU chang biet tU "tho thdn" cd chinh xac de md ta mpt chang 15 budc d i td i di l u i d Idi d i hay khong nUa?). Wal-Mart chiem td i khoang 1/5 tong doanh sd ciia nganh am nhac ciia My,

1 Tut loai dia co dudng kinh hdn 30cm.

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hien la nha cung cap dich vu am nhac ban le ldn nhat toan quoc. Trung b inh m o i tuan khoang 138 tr ieu nguoi My den Wal-Mart, bien noi day thanh nguon luc van hoa thong nhat duy nhat of dat nude nay.

Vol lo i the vuot t ro i ve quy mo, nhirng nha ban le ldn, ke ca cac ciia hang nhu Best Buy da lam thay ddi bd mat nen cong nghiep am nhac qua hon mot thap nien. Ngay nay, sd luong cac ciia hang am nhac kinh doanh doc lap nhu ciia hang td i da tung lam viec da giam sut nghiem trpng; phong nghe nhac cd dien gid dang mat dan khach hang. Khdi can phai ndi cung thay la con rat i t dia nhap khau.

Thay vi nhiing bp suu tap tong hpp cd mat d cac ciia hang chuyen biet th i trong cac ciia hang ldn khong co nhieu dia chpn lpc dang th inh hanh. Oai oam thay, nhung ciia hang ldn lai ban qua i t dia nhac d cac the loai khac nhau, nhung do lai la nguyen ly ciia nen kinh te ciia nhiing ngudi khong id. Tuy vay, gia ban van rat on va khach hang t h i van hao hUng. Thanh cong vol ngudn cung hieu qua ma chi vol gia ban buon, cac ciia hang ban le ldn ngay nay t rd thanh bieu tuong hien dai ciia ban le truyen thong.

Chao mung cac ban den vol Cai dau ngan.

The nao dupe gpi la ngan? Mpt ciia hang Wal-Mart t rung b inh cd khoang 4.500 ten dia (so vdi 800 nghin ten dia ma Amazon chao ban). Dang chu y hdn, kh i xem ky quay am nhac d Wal-Mart ma td i tan bp qua d Oakland, day la sd lupng dia ma tdi thay trong moi loai:

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Cai dau ngan

"Rock/Pop/R&B" 1.800 "Nhac Latin" 1.500 'Thanh ca" 360 "Nhac dong que" 225 "Nhac cd diin/Nhac d§ nghe" 225

Mot lan mia co the thay co hai day nhac chinh: mot la "Rock/Pop/R&B" va hai la "Nhac Latin". Tat ca cac loai nhac khac deu b i xep gop vao nhiing day cao 12,19cm, dai 15,24cm. Nhac "Jazz", "Nhac cd dien", "Nhac quoc te", "Nhac de nghe" va "Nhac the he moi" deu thuoc mot day.

Theo David Gottlieb, ngudi tutig la nha quan ly am nhac, Wal-Mart chi co khoang 750 trong tong sd 30 nghin album moi ra hang nam. TUc la chi chiem 2,5% ngudn am nhac moi va tong sd 4.500 ten bai trong kho am nhac chiem chua bang mot mia toan bo so dia am nhac. Toan bo cac the loai nhac, tU nhac nhay (Dance) cho den nhac 161 (Spoken-Word) hoac la thieu hoac la bi danh dong vol nhi ing loai nhac nhu "Rock/Pop/ R&B". Khong the t i m thay nhiing dia nhac nhu Tha huong noi phd Ion (Exile on Main Street) cua nhom Rolling Stones hay Dung lo lang (Nevermind) ciia Nirvana.

Den day th i Cai dau ngan da hien hi iu . Tinh trang khan hiem, dinh tre kieu nut cd chai, su phan phoi b i bop meo va su doc quyen cua khong gian bay ban, tat ca deu goi gon trong mot ciia hang ldn. Mot lan nUa, ta lai thay mot nghien ly a i a su du thUa: Budc vao Wal-Mart, ban b i choang ngqrp bdi su phong phu, nhieu lua

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CAI DUOI DAI

chon. Nhung quan sat ky hon thi cai ngheo nan ciia su doi dao mdi Id ro. Cung nhu nhirng gia dia d Wal-Mart vdi chieu dai 1,6 cay so va sau 30,48cm. Thoat nhin tudng nhu mpi thU deu san cd, nhUng trong mpt the gidi co chieu dai 1,6 cay so th i vd bpc ciia sp phong phu nay rd rang la khong d i i .

TRONG THU VIEN VCfl NHUNG QUYEN SACH XEP SAI CHO

Mdt trong nhirng van de phien toai nhat ddi vdi hang hda vat the la chung budc ta phai phan loai theo each ciing nhac va bat bien ma Wal-Mart la mpt v i dp. Dieu do cd nghia la ao chan gid co the nam d loai "Ao khoac" hoac "Do the thao", nhung khong the trong khu "Do mau xanh" hoac "Do nildng". Binh thudng th i do khong la van de to tat, nhung vdi nhieu ngudi phan loai nhu vay that ngd ngan (md hinh lanh te hpc van nang ciia nganh ban le khong can quan tam den mdt so i t khach hang chi coi trong su phan loai).

Nhung vdi vai tro la ngudi quan ly ciia hang, ban phai doan xem khach hang se t i m den quay hang nao de t im ao chan gid. Nen sau khi bay bien ciia hang theo each phan loai ma ban cho la diing th i ban se chang the lam gi ngoai viec hy vpng each bo t r i ciia ban cung diing vol each nghi thong thudng ciia mpi ngudi. Nhung neu khach hang khong nghi theo each do th i sao nhi? Chi con hy vpng la hp se hd i nhan vien ma thdi.

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Tuy nhien, cung vol cuoc each mang trong cong nghe ban le tren mang la kha nang tai phan loai va bo t r i san pham giup khoi nguon gia t r i thuc ciia san pham do. Cac ciia hang tren mang co the liet ke kho hang theo bat ky each phan loai nao ho muon, du so lupng hang hoa nhieu den mUc nao di chang nUa. Dieu do khong chi thu hut su chu y cua cac khach hang t iem nang - nhirng nguoi khong the t im dupe san pham theo each phan loai thong thudng - ma con giup kich cau d nhUng khach hang ma tho at dau khong co y dinh tim kiem san pham, song rot cupc lai quyet dinh mua hang chi v i each sap dat thong minh ciia cUa hang.

Su hieu qua va thanh cong cua mo Wnh ban le tren mang da lam 16 ro cai gia ma each ban truyen thong phai tra cho su thieu l inh hoat va su don gian hoa qua mUc ciia no. Gia cao va han che trong lua chpn la mpt van de; con viec thieu kha nang giup khach hang t im ra san pham ma hp muon lai chinh la mpt van dk khac.

Trong khoa hpc thong t in, giai quyet kho khan ve each thUc phan loai su vat dupe coi la van de ciia "Ban the hpc". Ban the hpc co nhieu nghia khac nhau, tuy vao nhUng mon hpc khac nhau, nhung doi vol cac thi i thu va chuyen gia may t inh (va ca ngudi quan ly ciia hang, du hp cd biet dieu do hay khong), n i nay am chi each thUc sap xep su vat. Khung phan loai thap phan Dewey1 la mdt each de bo t r i sach, Bach khoa toan thit Britannica la mpt each phan loai thong t in . Bang tuan

1 Do Melvln Dewey tao ra nam 1876.

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CAI DUOI DAI

hoan cac nguyen to hoa hoc la mot each sap xep cac nguyen to.

Nhin chung, cho den nay, tat ca each phan loai tren deu thanh cong. Tuy nhien, ky nguyen Google khien chung ta dot ngdt nhan ra rang nhirng each thiic co dinh do da han che hieu biet cua chung ta ve the gioi den nhudng nao.

Hay bat dau vol Khung phan loai thap phan Dewey, theo do, the gidi t r i thiic diioc chia thanh mudi cap bac:

• 000 May tinh, thong t in va cac thong t i n tham khao thong thudng

• 100 Triet hoc va tam ly hoc

• 200 Ton giao

• 300 Khoa hoc xa hdi

• 400 Ngon ngi i hoc

• 500 Khoa hoc t i i nhien va toan hoc

• 600 Cong nghe

• 700 Nghe thuat va sang tao

• 800 Van hoc

• 900 Uch sir va dia ly

Den day co ve hop ly, diing khong? Tam d'n, hay ciing xem xet miic phan loai t h i i hai, con so t h i i hai nhe. Day la each sap xep cho Loai 200, Ton giao:

• 200 Ton giao

• 210 Triet hoc va ly thuyet ve ton giao

• 220 Kinh thanh

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Cai dau ngan

• 230 Cd doc giao

• 240 Left ran a i a dao CO doc va than hoc

• 250 Pham chile CO doc giao va cac nha tho" dia phuong

• 260 Than hoc xa hoi va giao hoi

• 270 Lich si i CO doc giao va cac mon phai CO doc giao

• 280 Cac giao phai Co doc giao

• 290 Ton giao hoc so sanh va cac ton giao khac

Ban da thay van de ro i , dung khong? Dao Hoi, dao Do Thai, dao Hindu, dao Lao va tat ca cac t i n ngufemg khac tren the gidi, vdi so ludng giao dan chiem gan het dan so the gidi la i b i danh dong vao thanh mot nhdnh nhd t in ngudng "khac" ma thdi . Su phan loai nay chi phan anh nen van hda ciia nude My the ky 19, khi ma he thong nay duoc phat tr ien (va cd le vd i ban than Melvil Dewey), chU khong lot ta duoc the gidi ciia dUc t in .

Thanh that ma ndi , Khung phan loai thap phan Dewey khong phan anh dung t h i gidi t r i thUc, ma chi la the gidi ciia cac quyen sach ma thdi . Nhu Clay Shirky - nha nghien cUu hang dau ve tac dong ciia cong ngh? Internet trong l inh vuc van hda, xa hdi -da rung phan nan:

Ngudi ta dang tim each toi Uu hda so luong sach bay tren gia. Bo cue ciia khung phan loai do khien no giong nhu each sap xep cac khai niem: bo t r i thanh cac muc khong chong cheo nhau vdi chi tiet cu the d nhung

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cap dp thap hon - nghia la moi mpt khai niem chi dupe xep vao mpt pham tru ma khong dupe vao bat ky pham tru nao khac. Nhung doi khi, co cau do lai lpn xpn, va co cau - von la cau tnic cau thanh nen he thong - lai dupe thiet ke de giam thieu thdi gian t im kiem tren gia sach.

Hien nhien la chiing ta da co nhung budc tien dai tu" the ky 19. Cac thu vien da xay dung danh muc the phan loai sach theo nhieu tieu chi: tac gia, tieu de, cac tU khoa, chu de thay the. Cuoi cung la danh muc dien tU va each t im theo tU khoa khien viec t im kiem trd nen de dang hon. Tuy vay, sach van dupe xep tren gia theo Khung phan loai thap phan Dewey. Dieu nay co nghia la dti rang ban da xac dinh dupe v i t r i luu giU quyen sach ban muon (tuy ban khong dang ky vao he thong thu vien thdi Victoria ket noi toan the gidi kieu Melvil Dewey), ban cd the khong t im dupe quyen do trong so sach bay tren ke.

Tham chi kh i cd danh muc the, th i sach van phai doi mat vdi nguyen ly ciia vat chat. Hay xem dieu gi se xay ra neu sach b i dat sai cho hoac xep vao sai de muc phan loai. Dieu do se chang khac gi viec sach bi boc hoi. Neu khong co ai do t inh cd bat gap va xep sach vao dung ke, th i tren thuc te, quyen sach ay se bi that lac (dii rang no van dang nam d dau do thoi). Bdi vay, khong cd gi ngac nhien kh i nhac den gia de hang, ngudi ta lai thudng nghi tdi theo nghia tieu cue "Shelf l i fe" de cap tdi thdi gian ma hang hda b i qua han - cd the la nghia den (chang han: nhUng qua chuoi

272

Cai (Mu ngSn

bat dau chuyen sang mau nau) hoac nghia bong (nhu nhung dia giay co chii de Halloween vao thang 3). Trong l inh vuc ph im anh va truyen hinh, "shelved" co nghia la hiiy hoac hoan. Gia (de hang) la noi moi thU den de tU gia cdi ddi.

Mat khac, hay nghi tdi mpt the gidi dupe sap xep tam thdi theo mpt thdi diem cu the nao do. Hinh anh ciia the gidi do se giong nhu mpt dong do nam tren ban, chU khong phai rung hang do vat dupe sap xep quy cii tren ke. Tat nhien, each bai t r i dau tien dudng nhu rat lpn xdn, nhung don gian, do la mdt loai h inh to' chUc mang tinh t u phat, theo ngU canh va neu can thiet co the de dang sap xep lai cho phu hpp vol ngU canh mot Nhin dudl lang kinh ciia Google, hinh anh do cung tuong doi giong trang web - mdt the gidi ciia su da dang vd tan va mpt trat t u hiem kh i dupe quyet dinh trudc; the gidi ciia bo cue nang dpng vol hinh dang thay ddi tuy vao nhan quan ciia ngudi quan sat.

Gan day, td i mdi den tham Thu vien cong cpng d Seatde, dupe kien tnic su ndi tieng Rem Koolhaas thiet ke de t rd thanh hinh mau t h u vien the ky 21 . V i kien tnic su do da phai ddi mat vo l thach thUc phai xep nhung gia de hang hda cho phu hpp vol viec si i dung cong cu t i m kiem. Koolhaas da nhiin ra su can bang tuong ddi giUa may t inh va sach dang bien ddi va xu hudng do se tiep tuc, nen ong da khong dua nhieu gia dhih ve each thUc sap xep dau sach. Ong da bd t r i cac gia de sach tren tay v j n ciia cac dudng xoan t ron dc de cd the ndi rpng hoac thu hep theo yeu cau.

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CAI DUOI DAl

Song ngay ca trong he thong l inh hoat dang khen nhu1 v$y, ong cung can xep sach theo trat t u nao do. Do phai mat khoang mot hoac hai t h i ky de thay ddi van hoa thu vien, nen trat t u dupe sii dung la trat t p rat quen thuoc vdi chiing ta - Khung phan loai thap phan Dewey. Tuy nhien, trong Thu vien cong cpng Seattle, nhUng con sd Dewey dupe danh dau tren nhung tam tham cao su trupt thanh ranh tren nen be tong d san nha. V i cac gia de hang hda se thay ddi phu hpp vdi sp thay ddi cac Uu nen thong t in tren the gidi, nen duong nhien tam dem cao su cung se bien ddi theo. Neu mpt ngay nao do, he thong Dewey het thdi th i co the nhiing tam dem cao su se chang bien thanh cai gi khac ngoai cho ly tudng de lau giay. Mpt t hu vien bao th i i khong cd bat ky mpt gia dinh nao ve khung canh tuong lai.

M U A SAM T A I NHUNG CUA H A N G H O N HOP

NhUng gi dung vdi cac thu vien lai cang diing vdi cac ciia hang ban le. Trong thu vien, i t nhat la cd he thong phan loai tieu chuan, theo do danh mpc the la cong cp t i m kiem, con cac th i i thu phai biet rd sach trong t hu vien ciia minh. Tuy vay, x in chuc ban may man, nhanh chong t i m dupe cuon sach ma ban thich trong mpt sieu th i la lam! He qua ciia viec phan loai nhat thdi va bd t r i tuy tien la khach hang buc bpi, san pham e am va bupc phai chuyen sang nhung mac hang

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Cai dau ngan

va san pham ndi tieng, ddn gian v i do la loai hang de tim. Hien Wong mong tp cung di§n ra vol phan lcm cac ciia hang khac n i ban phan mem tdi quan ao.

Hay lay mot vi du, mdi day td i vao Blockbuster gan cho toi d de t im Akira, mdt loai ph im hoat hinh k inh dien ciia Nhat. Nen t i m d khu nao nhi? Khoa hoc vien tudng? Phim hoat hinh? Nude ngoai? Hay hanh dong? Cuoi ciing th i hoa ra d quay nao cung chang can thiet vi hp khong cd ph im do. Neu ban khong the t im dupe thU ma ban muon, thi cac ciia hang ban tnic tiep chang the phat huy duoc lo i the vdn cd ciia minh la lam vUa long khach hang ngay lap tUc.

Song ddi vol Amazon, van de don gian chi la danh chU "akira" vao thanh t im kiem (luu y rang ciing chang can phai viet hoa hay tham chi phai viet dung). Ten phim ngay lap nic hien ra cung vdi hai ban phong tac khac (ca phim mdi va ph im cii). Neu toi muon t im theo the loai nhu d tren, th i each nao cung ra ket qua; trong danh sach nao ciing cd ten phim. Dich vp tron gdi danh cho phim Bong ma trong vd sd (Ghost in the Shell) cung dupe chao mdi day hap dan, cho thay mpt Uu the ciia tiep thi va v i t r i sap dat. Tuong n i nhu vay, Amazon cung khuyen nghi them hai bp ph im khac ma hp nghi toi co the quan tam: Cong chiia Mononoke hay Bong ma trong vd so tap 2. Hien nhien la ca hai ph im deu co san va re hdn so vdi d Blockbuster. Kinh nghiem d ca hai ciia hang ddi vdi t d i deu n h u nhau.

Theo nghia do, so sanh nha ban le tren mang vol ciia hang ban truyen thong ciing nhu so Google vol thu

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vien vay. Do khong gian han hep cua gia de hang hoa ma cac ciia hang budc phai xay dung he thong phan loai va dUa vao phuong phap do. Toi ban khoan khong hieu theo Khung phan loai thap phan Dewey, quyen sach ma ban dang cam tren tay thuoc chu de nao. Cong nghe? Kinh te? Kinh doanh? Van hoa? Chang co de muc nao la thoa dang ca. Dang buon thay, chang co pham t n i nao bao ham "tat ca nhUng the loai tren".

Ngupc lai, Google se chang xep quyen sach nay dudl bat ky cai m u nao. V i t r i n i nhien ciia quyen sach tren the gidi nay se xuat hien tuy thuoc vao thuc te dupe dong dem bdi nhUng dudng d i n (link) trong tuong lai. Nha xuat ban cd the coi do la "sach Icinh doanh", nhung neu the gidi qua quyet nd mang nghia "kinh te hpc phd' thong" nhieu hon va ket no i theo quan niem nhu vay thi cuon sach se thuoc pham t n i do, dong thdi se mang them nhiing dac trung khac nUa ma ngudi ta thay la phu hpp. Trong the gidi ciia Google, ngU nghia va each sap xep hoan toan tuy thuoc vao the gidi quan ciia ngudi si i dung. Mpt thU lai co the mang rat nhieu nghia khac nhau doi vol nhiing ngudi khac nhau. Do do, thuat t im kiem ciia Google don gian chi dua tren t r i tue ciia dam dong, bang each t inh toan nhUng ket qua phu hpp nhat cho nhung n i khoa ma ngudi si i dung danh vao.

Trong kh i do, Amazon se t p xep cuon sach nay vao nam hay sau chii de. Con khach hang se cd tieng ndi ciia rieng hp khi "tagging" cuon sach, nic la dat ten chii de ma hp cho la phu hpp cho de muc se luu ket qua t im kiem ("Internet", "blogger", "de dpc sau", "hieu qua

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Pareto1", "mon do thu vi"...). Nhung nguoi khac co the thay chii de dat cho cuon sach, giup cuon sach t im dupe cho diing ciia minh trong the gioi. Qua t r inh dat ten chii de do tao ra cai gpi la "folkonomies" - nghia la each phan loai hoan toan dua tren sp" hia chpn ciia ngudi sii dung. Ly th i i la d cho, Amazon danh gia rat cao each dat chii de nay va tham chi xep nhiing chii de do trudc ca danh sach phan loai hp da dmh san.

Tuy vay, do mdi chi la khdi dau ciia qua t r inh thao gd dan chuoi sach vo tain. Phan mem ciia Amazon se nghien ciiu tiing t i i trong cuon sach va quyet dinh mpt danh sach "thong ke cac cum t i i la", la cac tap hpp t i i khong xuat hien nhieu, neu cd, d cac cuon sach khac. Xet tren phuong dien do, nhUng cum tU nay khong chi cau thanh nen dau an dac thu cho cuon sach ciia tdi , ma con chi ra nhUng y tudng hay, l inh vuc nghien cUu rieng biet rat hUu ich. Phan mem ciing se het ke nhUng t i i viet hoa duy nhat giup xac dmh nen tang thuc te ciia cuon sach. Sau do, Amazon se sU dung tat ca cac cong cu phoi hop lpc thong t in de t im nhirng cuon sach ma khach hang xem va mua ciing vdi cuon sach ciia toi. Dieu nay giup xac dmh cuon sach thong qua nhiing cuon sach thupc the loai tudng tu .

1 Vdi mot nhom cac ca nhan va nhieu each phan bd nguon luc khac nhau cho moi ca nhan trong nhom do, viec chuyen hi mpt phan bd nay sang mot phan bo khac ma lam it nhat mot ca nhan co dieu kien tot hon nhung khong lam cho bat cii mot ca nhan nao khac co dieu kien bi xau di dupe goi la mot sU cai thien Pareto hay mot sp tdi uu hoa Pareto.

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SU K H O K H A N VE D I A LY

Mot nhupc diem nUa cua cac gia de hang hoa la chiing phu thuoc vao nhan to dia ly. Nhung do vat tren gia chi san co vdi ai cd mat noi co gia ma thoi. Tat nhien, do lai ciing la lo i the bdi a i a hang dem lai sp thuan tien va hai long kh i giao hang ngay lap nic den tan tay cho ban. Dti ta cd dau t i i thdi gian tren mang thi rot cupc chiing ta ciing van chi song trong mpt the gidi vat chat ma thdi.

Trd ngai chinh ma each ban le truyen thong phai vuot qua la can t i m khach hang d dia phitong. Dii chiing ta cd ndi den ph im anh, dia CD hay bat ky san pham nao khac, th i cac a i a hang ban le truyen thong se chi co nhiing mat hang de trang trai cupc song, nhiing san pham nham thu lp i (va dola) nhieu nhat t i l so dan dia phuong it di.

6" My, 20% dan cu phai d i hdn 8 dam de tdi ciia hang sach gan nhat, 8% mat tdi hon 20 dam. So luong cac ciia hang bang dia nhac, rap hat, ciia hang cho thue video cung chang khac la may. Tham chi khong phai ai ciing mua dupe hang.

Hay nhd la trong khong gian ma nhan td dia ly chiem vai t rd chu dao, th i so lupng khach hang qua dan trai cung chang khac gi khong cd khach hang. Nen nhu cau d dia phuong can d i i ldn va tap trung de bu dap chi

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phi phan phoi theo dia ly. Noi each khac, khong d i i cau d dia phuong cung dong nghia voi chang co ciia hang nao.

Nguyen ly nay diing doi vol moi loai hang hoa. Dieu do giai thich tai sao cac a i a hang ban do trupt tuyet lai vang bong of nhUng noi co khi hau nong va ciia hang do lan lai thudng khong cd mat trong noi dia (du rang rat nhieu ngudi d i t ruot tuyet hay lan lai xuat than tU nhUng noi nhu vay). Cd the ngudi dan d dia phuong do co nhu cau mua hang, nhirng mdt lan nUa van de lai dat ra vdi chii cac ciia hang la lieu cd dii cau d dia phuong hay khong. Cach t inh toan gan giong nhu sau:

Hang ban = Phan tram sd dan cd the" mua hang

Tru di Phan tram sd dan khong nam trong ban kinh 10 dam

so vdi ciia hang Trudi

Phan tram ngifdi dan khong bao gid vao cda hang Trudi

Phan tram sd ngudi khdng xem mat hang tren gid Van van va van van...

Nhung khong nhat thiet phai la nhu vay. Theo each do, ban cd the nghi tdi md hinh Cdi dudi ddi d khach hang, ciing giong nhu d san pham. Hay mudng tuong true hoanh ciia do th i la so lupng th i tran, con true tung chi so khach hang t iem nang d mo i mpt th i tran. Mot nha ban le truyen thong se phai tap trung vao phan dau ciia do thi , noi tap trung nhieu khach hang nhat.

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Tuy vay, nhu* chung ta da biet, phan ldn khach hang lai nam d phan dudi, phan bo rai rac khap cac th i tran. Do chinh la b i an toi te cua nganh ban le truyen thong. Cac ciia hang danh bo mac mang k inh doanh do, don gian vi kha nang tai chinh ciia ho khong cho phep.

Thuc chat t h i do la mang k inh doanh ciia nhUng nha ban le tren mang. Hp cd the vUOn td i tat ca cac khach hang d ca nhung thanh pho dong due lan vang ve, nen hp cd the khai thac Cdi dudi ddi t rong phan phoi cau. Do chinh xac la cong viec ma cuon catalog Sears va Roebuck da lam mpt the ky trudc: khai thac sU phan bo cau da dang d nude My. Ngay nay, chung ta chi lam dieu do nhanh hdn, vdi chi ph i re hon va da dang hon.

KHONG GIAN CHAT CH0I

SU ra ddi ciia dai phat thanh - va roi truyen hinh -da dem lai hieu Ung binh quan chii nghia. Theo each t inh ciia th i trudng th i hieu qua k inh te ciia truyen

thong la khong the ph i i nhan dupe: Truyen thong cho

phep ban tiep can hang trieu ngudi vd i chi ph i re. Trong kh i chi phai tra chi ph i co dmh cho truyen dan

va giay phep, th i ban lai thu dupe cac khoan khac nhau

tU quang cao. Cang tiep can dupe cang nhieu ngudi,

thi so tien ban thu dupe cang ldn. Trong nguyen ly Cdi dudi ngan ciia th i trudng cac san pham hit, mp i thU

chi dpn gian nhu vay.

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SU ra ddi cua truyen thong vao giiia the ky 20 da bat ngd dua lai kha nang mang cac chuong t r inh bieu dien den ti ing nha, cap nhat t in tUc toi tUng ngudi. So vol viec den nha hat hay rap chieu phim xem true tiep, thi dai phat thanh va truyen hinh la luc lupng dan chu hoa dang kinh ngac, giup m d rpng luc lupng khan gia xuong tdi phan dudi ciia nhu cau ve t i n tUc va cac chuong trinh giai t r i nhieu hon bat ky nhan to nao khac trudc do hoac sau nay.

Tuy vay, ciing can nhd rang cong nghe truyen thong cung co nhung han che. Song phat thanh chi cd the truyen tdi cac dai thu phat song va so lupng cap dong true quyet dmh so kenh truyen hinh. Rd nhat la chi co the phat song 24 gid moi ngay.

Neu la nha quan ly truyen hinh hay truyen thanh, ban co the thay rd tac dpng thuc te ciia nhirng han che nay. Moi mpt ranh tren nut xoay d dai phat thanh, hay

moi kenh tren he thong cap deu cd gia ciia nd. Ddi khi, do la chi phi xin giay phep phat thanh hay phi keo day cap; doi luc, do lai la ky vpng ciia ngudi quang cao. Trong trudng hpp nao di nUa thi chi co each duy nhat

de co lpi nhuan (hoac it nhat la hda von) la thu hut dupe lupng thinh gia d i i dong de tan dung triet de nguon lpi tU moi chUPng t r inh phat song.

Giai phap truyen thong la tap trung vao nhUng npi

dung hit. Ben canh viec s i i dpng hieu qua nguon luc

khan hiem bang each tap hpp va tap trung khan thinh

gia, nhiing npi dung hit con giup tranh th i i dupe hieu

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qua mang ludi trong tiep thi , con duoc goi la truyen mieng (buzz). Mpt khi quang cao khien san pham hit nhan dupe su men mp cua cong chiing, th i thong t in truyen mieng co the dua sp men mp do len mpt tam cao mdi, do chinh la each de dat dupe v i t r i cd anh hudng neu thuc sU san pham hit da di sau vao tam kham ciia khan gia.

Nhung lam the nao de tao ra san pham hit? Cd hai lUa chpn co ban sau: (1) T im kiem tai nang hiem cd va dac biet; (2) Sii dung cong thUc nhu cau to i thieu nhat de san xuat san pham toi uu hda. Ban cd the udc doan loai nao thong dung nhat.

K i t qua la, chinh van hda giai t r i va phuong tien truyen thong dpa tren san pham hit la luc lupng thdng t r i niia cuoi the ky 20. Dieu do dupe xac dinh bdi:

• Sp miet mai t im kiem nhung san pham dap Ung dupe mpi nhu cau

• Co gang phong doan nhu cau

• Khong de "that bai" cd cho trong thi. trudng

• Su han che trong hia chpn

Umair Haque, cay but chuyen viet ve k inh te hpc trong linh vuc truyen thong so, da dua ra cum n i "quan tam ciia khach hang" de md ta hien tupng tren. Mpt chuong trinh truyen hinh dupe xay dung dua tren cong thUc tren nham thu hut sU quan tam rdng, neu sau dupe thi cang tot, rat de dupe cong chung don xem (cung vdi nhUng chuong t r i nh quang cao d i kem). Nhung chuong tr inh do con cd the thu hut lupng ngudi

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xem clong hon neu khong co hinh thUc giai t r i nao khac va phan ldn chang dudng hch si i truyen hinh da chUng to dieu do. Doi vdi ph im va truyen thanh cung vay:

Hang tram nam qua, nguyen tac chung trong kinh te hoc ciia linn vpc giai t r i da cho thay nguon lpc va kha nang phan phoi co tinh khan hiem, trong khi sp quan tam ciia khach hang lai dvf thUa. Khong phai ai cung co the san xuat phim, dua t in qua he thong truyen thong hay lam chii mot toa soan bao. NhUng ngudi co the lam dupe dieu do la nhiing ngudi kiem soat dupe phuong tien san xuat. Do la thi trudng ciia ngudi ban va hp cd dii dieu kien de lang phi sp quan tam ciia khach hang.

Hay xem mdt so lieu thong ke ve quang cao tren truyen hinh nhe. Sau kh i cd su dieu chinh vao giUa thap nien 80, thdi lupng trung binh hang gid danh cho quang cao tren he thong truyen hinh tang tU 6 phut 28 giay nam 1982 len 12 phut 4 giay nam 2001 (tang gan 50%!). Tai sao nhi? Vi ngudi My tiep tuc danh nhieu thdi gian xem truyen hinh hon, tham chi kh i luong quang cao tang len. Hp van tiep tuc quan tam den truyen hinh, d i i rang su hai long ngay cang giam sut, vay thi tai sao lai khong tranh th i i dieu do nhi? Nhu Hague da ly giai, tU each tiep can he thong, "tang thdi lupng quang cao la cai gia ma ngudi choi t ren th i trudng phai chap nhan". Nen chang cd gi phai k inh ngac khi quang cao lai chiem vai t rd chi phoi.

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CAI DUOI DAI

HIEM H O A CUA "CHU NGHIA HIT'

Phai mat mot thoi gian dai de co the quen di nhiing bai hoc ciia the ky trudc ve su khan hiem nguon phan phoi. Nhung chiing ta dang bat dau lam nhu vay, bat nguon n i the he dau tien trudng thanh cung Internet.

Nam 2001, nhung lan song "cU dan mang" dau tien da budc vao nidi trudng thanh. NhUng dUa tre dung Internet nam 1995 kh i len 12 tudi da budc vao mdi 18 (ma theo Nielsen la khdi dau giai doan nhan khau hoc 18-34, chinh la ddi tuong ma cac nha quang cao muon nham tdi). Dang chii y, nam thanh nien la nhom it xem truyen hinh hon. Doi mat vdi hai hia chon: sU da dang vo t | n ciing viec de dang ne tranh quang cao tren mang va truyen hinh, ho da theo hia chon thU nhat - lan dau tien con sd nhUng ngudi xem truyen hinh trong do tudi 18-34 bat dau giam trong nUa cudi the ky.

Du khuynh hudng chuyen dich do con m d nhat nhung nd da hien hUu: khan gia dang rd i bd truyen thong de den vdi Internet, ndi kinh ti hoc Cdi dudi dai ngU t r i . Trudc su hia chon phong phu hon, ho hudng su quan tam sang nhung gi ho cho la quan trong nhat - va hda ra do lai khong phai la chi ph i da duoc lap t r inh vdi vd sd cac chuong t r inh quang cao. Theo each noi ciia Haque, khan gia da bat dau n i t lai sU quan tam ciia ho, hoac i t nhat la chu y den nhirng quan tam ciia minh hon.

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Bai hoc n i t ra n i nganh giai t r i rat ro rang: hay chia ra nhiing gi moi ngudi muon. Neu hp mu6n san pham ngach thi hay cung cap san pham do. Tuong n i nhu vay, khi chung ta suy nghi lai ve mUc tien se tra cho nhung san pham hit va cac ngoi sao, chiing ta a ing bat dau nhan ra ban chat khac biet ciia hang hoa va nhirng ngudi tham gia san xuat hang hoa, ciing nhu dpng luc ciia ho trong th i trudng mdi nay.

Ban chat ciia con ngudi la nhin moi vat dudi gdc dp tuyet doi va cue doan, hoac den, hoac trang, hoac thanh cong hay that bai. Thuc te, the gidi la mdt m d hon don dan xen giUa nhiing mang mau khac nhau, nhung lai dua tren nhiing so lieu t inh toan. Chung ta da quen rang khong phai tat ca cac san pham deu cd so khach hang dong, v i phan ldn nhirng san pham ta nhin thay tren ke deu duoc ban vol so lupng ldn, it nhat la khi so vdi nhUng san pham vang mat tren gia. Song phan ldn hang hoa, n i am nhac cho tdi vai vdc deu chi nhan dupe su yeu thich het sUc khiem ton. Hau het cac san pham deu that bai trong viec t rd thanh san pham hit, du rang chung van tiep nic ton tai. Tai sao vay? Vi nguyen ly k inh te ciia nhi ing ciia hang ldn khong phai la nguyen ly k inh te chung. Cac ciia hang ldn la ngoai 1?, chU khong phai la phd bien, song chung ta lai cho rang ca mdt nen cong nghiep dang khan hiem.

Chang han, nguyen ly lanh te ciia Hollywood khong gidng nhu nguyen ly ciia cac kenh video tren mang va ky vpng ve tai chinh ciia Madonna khong gidng vol ban

nhac Clap Your Hands Say Yeah. Viec Ha vien My gia

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CAI DUOI DAI

han dieu khoan keo dai ban quyen them mot thap nien niia theo yeu cau ciia nhom van dong hanh lang cong ty Disney chi la giai phap mia vdi. Nhiing gi co lpi cho Disney khong chac da mang lai Idi ich cho nude My. Va ciing nhu vay doi vdi luat phap han che cong nghe sao chep dU lieu so hoac truyen video. Van de la Cdi dudi ddi khong cd hie lUdng van dpng hanh lang, nen thudng chi cd Cai dau ngan la cd t i i n g ndi.

Tu duy khan hiem con khien ta ro i vao nhung chiec bay tam ly khac:

• Mpi ngudi deu muon t rd thanh ngoi sao

• Mpi ngudi lam viec deu v i tien

• Neu khong thanh cong th i la that bai

• Chi cd thanh cong ldn mdi la thanh cong thuc sU

• "Noi tnic tiep vdi video" = chat lupng kem

• "TU xuat ban" = chat lupng kem

. "Dpc lap" = "hp khong the dat dupe thoa thuan"

• Nghiep du = khong lanh nghe, khong thanh thao

• Tieu thp dupe so lupng i t = chat lupng kem

• Neu san pham tot th i san pham do se hit

Cuoi cung la khai niem "qua nhieu sU hia chpn" gay nen sp choang ngpp, mpt su phan Ung thong dung nhung au t r i , dang de chung ta phan t ich trong mpt chuong rieng.

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1 0

T H I E N D U O N G C U A S U L l / A C H O N

CHUNG TA DANG BUOC VAO KY NGUYEN CUA NHUNG SU LUA CHON CHUA CO TIEN L£ VA DO LA DIEU TOT

Nam 1978, chuong t r i n h Saturday Night Live da cong chieu vd kich ngan co tua de "Ciia hang do co Scotland", ve mot ciia hang tpa lac trong khu k inh doanh cac mat hang thdi thudng nhung chi ban ddc co bang dia Scotland. NhUng ngudi chii ciia hang phai doi mat vdi mdt bai toan hoc biia khi ciia hang rat vang khach - hp ban rat nhieu the loai bang dia ma ly ra phai thoa man duoc su quan tam ciia bat ky khach hang nao. Nhung lai chang cd khach lai vang tdi . Vd kich gay cudi d cho nhung ngudi chii ciia hieu cha hieu biet gi ca. Lieu con ciia hieu nao ngd ngan hon ciia hang bang nhac Scotland nay hay khong?

Tuy nhien, nam 2004, mdt ciia hang cd ten "Gao danh cho ngudi giau" da dupe khai t rudng d k h u Manhattan. Ciia hang nay ban banh gao vdi hdn 20

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CAl DUOI DAl

huong vi . Ngudi ta cho biet, ciia hang kinh doanh phat dat va da md them hinh thiic ban hang qua buu dien. Cung thoi gian do co mot he thong ciia hang co ten la White House chi ban toan do noi that gia dinh mau trang. He thong nay thanh cong to i mUc da lam xuat hien mot he thong khac co ten goi la Black House. Cau chuyen hai hudc trong qua khU da t rd thanh su thuc ciia hien tai.

Chiing ta dang d trong thdi ky bung nd manh me nhat cac hinh thUc kinh doanh trong lich sii. Ban co

the thay dieu do dang dien ra quanh ban va nhUng sd heu se giup mirih chiing ro rang hon. Theo cong ty quang cao OMD, co tdi 19 nghin loai ciia hang ca phe Starbucks. Theo sd heu thong ke ciia cong ty Mintel International's Global New Products, chi t inh rieng nam 2003, cd tdi 26.893 loai thuc pham va san pham gia dung da duoc tung ra t h i trudng, trong do cd td i 115

loai san pham lan nach, 187 loai ngu cdc an sang va 303 loai nude hoa danh cho phu nU.

Quay t rd l a i thap nien 60, dong xe Impala ciia Chevrolet ban duoc hon 1 trieu chiec trong sd 8 trieu chiec ban ra tren t h j trudng hang nam, chiem gan 13%

th i phan trong tong sd khong qua 40 loai xe. Ngay nay

th i trudng xe hoi da phat trien gap mudi lan vdi hon

250 mau xe khac nhau (hon 1000 mau neu t inh ca cac

phien ban khac nhau). Chua den mudi loai mau xe co doanh sd hon 400 nghin san pham, chiem hdn mdt

niia t h i phan.

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Thien dudng cua su lua chon

Tai sao lai co su" bung nd ve su" Ufa chpn nhu vay? Toan cau hoa va chuoi cung qua ldn do toan cau hoa mang lai co the la 161 giai dap cho cau hoi nay. Cac nha lanh doanh 6 mpt quoc gia gid day co the cung cap san pham mang t inh toan cau. Tren thuc te, Cue Nghien cUu kinh te quoc gia Udc t inh, tU nam 1972 den 2001, sd lupng cac loai hang nhap khau vao My tang gap ba lan.

Mpt phan a ia Idi giai dap nam d ly do ve nhan khau hpc. Nhu td Tuan Kinh doanh da thdng ke:

Trong thap nien 50 va 60, nUdc My co sp thdng nhat hon nhieu, khong chi ve sac tpc - vi chua cd lan song ngudi nhap cU n i My Latin - ma con ca trong tu tudng. Ly tudng chii dao khong chi la bat kip vol Joneses ma phai chinh la Joneses1 - nghia la cung t rd thanh chii nhan ciia nhung chiec xe hoac may rua bat hay may cat co. Khi aia cai tang len vao thap nien 70 va 80, mUc dp giau co da dupe xac dinh laL Chiing ta da thay ddi phuong cham n i "Tdi chi muon la ngudi binh thudng" trd thanh "Tdi muon la ngudi dac biet". De canh tranh vuon tdi tham vpng do, cac cong ty bat dau chuyen t i i san xuat hang loat sang san xuat hang loat theo yeu cau aia khach hang.

Rot cupc, Cdi dudi ddi da hien hUu. Cong ty iTunes da cung cap sd lupng dia nhac gap gan 40 lan so vdi he thdng Wal-Mart. Netf l ix cd the cung cap lupng dia

1 Thuat ngu nay xuat hien trong tieu de ciia tap truyen tranh ciia Arthur R. Momand dang tren td New York Globe, cd nghia la co gang co cuoc song du da bang ban, bang be.

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CAI DUOI DAl

DVD gap 80 lan so vol cua hang Blockbuster va tham chi co the cung cap nhieu hon neu co nhieu DVD hdn tren thUc te. Ve so dau sach, Amazon cung cap nhieu gap 40 lan so vdi nha sach Borders. So sanh giiia eBay va mpt ciia hang trung binh se thay khd ma t inh toan duoc sU da dang, nhutig khong nghi ngd gi mia, cac mat hang cd kh i len den hang nghin.

QUA NHIEU SU LUA CHON

Thiic te tren khien chung ta choang ngop khi nghi ve thdi dai tren mang vol moi thti deu san co. Cac cong ty ban hang tren mang cung cap hang hda da dang tdi miic khd ma hinh dung dUdc vao thdi diem chi each mot thap nien - hang trieu san pham vdi nhiing bien the va phoi hop khac nhau. NhUng lieu cd phai ai cung can nhieu hia chon den vay khong? Chung ta co the giai quyet dUdc thuc trang nay khong?

Do la cau hdi thudng xuyen duoc dat ra trong thdi buoi hi?n nay, kh i nguon cung tren mang ngay cang tang. Theo quan diem thdng thudng, cang nhieu hia chon cang tot, vd dieu do phan anh thuc te: moi ngudi khong giong nhau va ho can t im kiem nhUng thU phii hop vdi minh. Nhutig trong cuon sach nd'i tieng dUOc xuat ban nam 2004 mang Ufa de The Paradox of Choice (Nghich ly ciia lua chpn), Barry Schwartz da lap luan rang qua nhieu hia chon khong chi gay nham lan ma con khien ngudi ta cam thay bat an.

290

Thien duong cua sy lya chon

Ong da trich dan mpt cong trinh nghien cuu noi tieng ve hanh vi a ia ngudi tieu diing noi sieu thi . Dudi day la npi dung chi tiet ciia tai heu "Tai sao sU lua chpn lai khien ngudi ta nan long":

Cac nha nghien cUu a i a trudng dai hpc Columbia va Stanford da ke mdt chiec ban t rong ciia hang chuyen ve do an, tren do bay nhieu mi i t vdi cac loai hUOng vi khac nhau va tang phieu t r i gia 1 dola cho khach hang mua bat ky lp mUt nao. Trong niia thdi gian dau, hp bay sau loai huong vi , nUa thdi gian sau la 24 hudng vi . Cac nha nghien cUu da rat ky ludng, khong gidi thieu nhUng huong vi phd' bien nhu v i dau (vi khach hang co the se chi chpn loai thdng thudng) va hp cung tranh nhi ing loai mUt la lam n h u mUt chanh.

Ket qua thu dupe rat rd rang: doi vdi sau loai hUdng vi dau tien, khach mua chiem den 30% tong so khach thU; vdi 24 loai huong vi sau, so khach hang chi chiem 3% khach thi i . Dieu thu v i la dpt mUt vdi nhieu huong vi thu hut nhieu ngudi thU hdn - chiem 60% so vdi con so 40% danh cho dpt mUt co i t huong vi; nhung hp lai khong mua mUt. Cac nha nghien cUu cho rang cang dua nhieu lua chpn, khach hang lai cang it va so ngudi hai long con i t hon.

Khach hang to ra lung tung, tham chi la nan long v i su du thUa do - tai sao hp phai t rd thanh chuyen gia am hieu cac loai mUt trudc khi chpn cho minh loai mUt phu hpp? NhUng lUa chpn khac da day hp ra khdi khu vuc cac loai mUt Ua th ich - nhu mUt dau, mUt q u i t ,

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mut mam xdi - de budc vao l inh vuc la hon cua dau ta va dai hoang. Su do du va tiec nudi cua khach hang khien bUc tranh t rd nen am dam. Bong nhien co qua nhieu van de ndi len.

Schwartz da dung nhung 161 sau de mo ta ket luan

do:

Khi sd lupng su lua chpn tiep tuc tang len, thi mat tieu cue bat dau xuat hien. Khi sd lupng su lua chon tiep tuc tang hon nua, thi nhung tieu cut leo thang den muc chung ta cam thay ngpt ngat. Den luc do, sp lua chpn khong con co tac dung giai phong chung ta, ma ngupc lai lam chung ta met moi. Tham chi, cd the ndi khien ta b i le thupc.

De lam diu di loai dpc td thoi hien dai nay, Schwartz khuyen ngudi tieu dung nen "han che", hay noi theo thuat ngU khoa hpc xa hpi la khong dupe "tdi Uu hoa". Noi each khac, nen thoa man v6i nhiing gi san hdn la cU bi am anh bdi nhung thU tot hdn 6 dau dau. (Trong bai danh gia tren mang Amazon ve cuon Nghien ly cua lua chon, mpt cay but hai hudc da nhan xet rang anh ta bat gap tan 20 cuon sach ve cung mpt chu de, khong the quyet dinh nen mua cuon nao va rot cupc da ra ve tay trang).

Toi von la ngu6i hay hoai nghi. Thay v i cho phep mpi ngudi chpn, th i giai phap hay la chpn giup hp. Bai hpc ciia khoa hpc ban le trong mdt the ky qua (va ca l ich sU cac cUa hang bach hoa d che dp Xd-viet cu) da cho thay do khong phai la dieu ma phan ldn khach hang mong muon.

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Thien duong cua su lua chpn

Hien nhien, su" hia chon phong phi i khong phai bao gid cung la su" ket hop hoan hao. Trudc stf hia chpn, ta thudng ty hdi: "6, minh dang thich gi nhi?" va khong phai tu nhien ma su suy xet se den vol tat ca moi ngudi. Nhung giai phap khong phai la han che lua chon, ma quyet dmh de lua chon do khong lam nan long ngudi. Nhu chinh Schwartz ghi nhan: "Mdt ngudi dan song d thi tran nhd den tham Manhattan b i choang ngdp v i tat ca nhUng gi dien ra noi day. Mdt cu dan New York, von da qua quen vdi su soi dong ciia thanh pho, lai khong cam nhan dupe dieu nay".

Khi di qua quay ban mUt d ciia hang sieu th i , trong toi chpt nay suy nghi hoai nghi dau tien ve nghien ciiu hen quan den mUt ma Schwartz da t r ich dan. San pham dupe bay ban chat day chiec gia cao hon 6m, tu mut dau tay, mUt mam xdi den cac loai mi i t khac. Dudi day la ten mpt so loai mUt: chanh, bac ha vang, ca chua-que-dinh hudng, le-que, le-va, thach hat tieu, quit-mam xdi, dao, cherry-man, dai hoang-dau, cherry chua, va, hon hop qui t -mam xdi-dau, cherry den, budl, dUa, dUa-du di i , dau vi ing Guam, nho den, hat tieu Jalapeno (ca loai xanh va loai do), dai hoang, qua hoa hong dai, tao cd v i bac ha... ke ca nhiing loai cung mu i vi nhung nhe hdn.

Khong chi cd sau hay 24 huong vi ma co tdi hdn 300 loai mut. Tong cong, ciia hang do cd tdi 42 nhan hang vdi trung b inh 8 loai /nhan mac. Tdi t rd chuyen vdi ngudi quan ly. Da nam nam tU k h i nghien cUu ve mUt dupe tien hanh, sieu th i da tang so mUt len gan g i p

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CAI BUOI DAI

doi. Ngudi quan ly noi vol toi rang, "Tren thi trudng bay ban cang nhieu loai mutt va khach hang co x u hudng thu nhirng loai thu v i hon".

DA DANG LA KH6NG DU

Thuc te tren dung la da gay ra cam giac lung tung. Hoac la nghien ciiu ban dau co true trac, hoac cac nha quan ly sieu th j My phot Id y muon ciia ngudi tieu diing. Tdi da giii thu dien n i cho cac tac gia ciia cong tr inh nghien ciiu ban dau va hdi ho heu cd nguyen nhan nao dang sau hien tuong nhUng ngudi quan ly sieu thi, von la ngudi can duoc biet nhat ve lua chon ciia khach hang, lai hd hUng trudc nhung ket luan ciia nghien ciiu do.

Cac tac gia da cd ldl giap dap ma ho du dmh se xuat ban trong mot nghien cUu mdi . Trong tac pham "Bil t nhUng dieu ban thich trong tuong quan vdi phat hien ra nhiing dieu ban muon: A n h hudng ciia muc tieu lam nen lua chon doi vdi su thoa man cac quyet dinh", v j giao su trudng dai hoc Columbia Sheena Iyengar va cac dong nghiep da n i t ra ket luan:

Bat chap nhirng cai dd do cd qua nhieu su hia chon dem lai, ngudi tieu diing van muon duoc lua chon va ho muon cd that nhieu lua chon. Tuy vay, loi ich ma su lua chon mang lai khong phai la ban than su lua chon ma chinh t i i qua trinh dupe lua chon. Bang each cho phep khach hang nhan thUc ban than niinh la chii the ra quyet dinh va tao nen su ua thich cung nhu ket

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Thien duong cua su lya chon

qua lua chpn cuoi cung trong suot qua trinh lua chon, vai tro cua su lpa chon dupe tai khang dinh. Hay can nhac 161 yeu cau trong bai bao "Toi ung ho giai phap nhieu lua chpn" dupe dang tren td Forbes mdi ra gan day "Hay cung cap cho khach hang su lua chpn phong phu va giup hp t im Idem lua chpn". Gid day chung ta da hieu tai sao.

Giai phap ma hp t i m ra la tao nhung lua chpn theo each thUc thuc sU giup ngudi tieu dung. Hay ciing dat vao trudng hpp cua mdt ngudi ban le tren mang de xem giai phap nay phat huy tac dung nhu t h i nao.

Chang han Amazon cung ban mUt. Nhung khong chi la sau hay 24 loai mut ma hon 200 loai, v i Amazon da hen ket thi trudng vol cac nha cung cap thUc an loai nho. Tuy vay, van cd su khac biet ldn trong each gidi thieu cac san pham da dang tren thuc te va tren mang.

Tai ciia hang truyen thong, san pham se dupe bay tren gia. Neu khach hang khong biet hp muon loai san

pham nao, th i chi dan duy nhat nam trong td quang cao san pham dupe gan vol mat hang do, va su phong doan r i n g nhUng san pham cd so lupng ldn n h i t la

mat hang hit nhat.

Trong khi do, cac khach hang tren mang lai cd su trp giup ldn hon. Cd vd van ky thuat khai thac thdng

tin hi^n cd tren t h j t rudng va lam cho qua t r inh lua chpn de dang hdn nhieu. Ban cd the phan loai san

pham qua cac t ieu chi: gia, mUc thang diem, ngay

thang san x u i t hoac the loai. Ban cd the dpc nhan xet

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CAI DUOI DAI

cua khach hang da mua trudc do. Ban cung cd the so sanh gia ca cac loai san pham, va neu mudn, th i t i m kiem tren Google cang nhieu san pham nhu ban hinh dung cang tot. Cac khuyen nghi se gidi thieu cac san pham ma "nhUng ngudi nhu ban" da mua, va con ngac nhien hon, do thudng la nhung san pham ma khach hang dang thuc su can. Du rang ban khong am tudng ve loai san pham do, nhung mUc danh gia san pham hit se cho biet dau la lua chon hit nhat, giup qua tr inh lUa chpn de dang va cung giam thieu nhung dang tific trong giao hang qua dudng buu dien. Rot cuoc, neu bat ky mpt ai khac chpn mpt san pham nhat dinh, th i do khong the la lpa chpn toi .

Van de doi vdi th i i nghiem ve mux la d cho thi nghiem do da dupe tien hanh khong theo quy cii; tat ca cac loai mUt dupe gidi thieu dong thdi va hudng dan cho khach hang chi la nhung kien thUc san cd ciia hp hoac nhiing gi dupe viet tren nhan mac san pham. Do ciing cWnh la van de ciia cac gia de hang hda trong sieu thi. Tat ca nhirng gi ban cd the trong cay chinh la kien thUc ciia ban - ke ca nhung thdng t i n da i n vao t r i nao ban bang kinh nghiem hoac qua quang cao, thong diep tiep t h j tren nhan mac va ghi tren gia de hang hda.

Phan ldn thdng t in ma ngudi ban le tren mang sii dung de sap xep sU hia chpn da dang va lam cho qua t r inh lua chpn t rd nen de dang - thdng qua mUc danh gia sU Ua chupng, so sanh gia ca, nhan xet - ciing la nhUng thdng t in ma nha quan ly sieu th i cd san. Nhung nha quan ly sieu th i han nhien la khong chia se thdng

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Thien duong cua su \ua chpn

tin do vdi ban - ngudi tieu dung. Bdi le chang cd each nao de chia se, mdt phan v i cd qua i t khong gian gidi thieu san pham tren moi gia. Nghich ly ciia hia chon don gian la bieu hien ciia su han che ciia the gidi vat chit, noi thieu thong t in can thiet de dua ra quyet dmh.

TU duy theo le thudng la hoan toan chinh xac: Se tot hon neu cd nhieu lua chon hon. Nhung gid day chiing ta hieu rang, chi cd su da dang khong thdi la chua dii; chiing ta can thdng t in ve sU da dang do va nhirng gi ma ngudi tieu diing trudc kia da lam, kh i dung trudc nhirng lua chpn tudng tu . Vdi kha nang nhan biet va sap xep the gidi mang von hon loan thanh mot trat t u theo thU t u ket qua ma chiing ta muon, Google da giup t im ra giai phap. Su eo le ciia lua chon hoa ra lai la van de ve khan hiem sU giup dd trong lua chon chU khong phai la bac bo sU da dang. Sap xep sai, sU lUa chon se khien ta b i le thuoc; ngupc lai sap xep diing, lua chpn se giai phong chiing ta.

Virginia Postrel, mpt cay but ve k inh te hpc ciia sp da dang, da ly giai tai sao qua nhieu nghien ciiu mang tinh hpc thuat ve su lua chpn dudng nhu lai mau thuan vdi bai hpc n i t ra u i k inh nghiem kinh doanh thuc tien hang the ky qua:

Vi muc dich khoa hoc, nhirng thi nghiem tam ly da cung cap mpt each he thong nhung thdi quen va tap quan kinh doanh khien sp lua chpn tren thpc te, dac biet la cac quyet djnh khi di mua hang, trd nen de dang hon. Dd la v i cac th i nghiem dupe thiet ke de hieu t u duy, chU khong phai nam bat quy luat thi trudng... Tren

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CAl DUOI DAI

thut te, con nguoi khong phai la khong thich lua chon, tham chi ca doi vol nhung lua chon khien ho lac loi vi choang ngop. Ho cd thai do lung ning. Trong the gidi thuc, dac biet la tren thi trudng, ho thudng nhan duoc su tro giup nao dd de ra quyet dinh.

Trong bai phan tich dang tren td Thoi bao New York, Postrel chi ra rang cac nha k inh doanh bat dpng san, cac nha hoach dinh tai chinh, cong cu t im kiem, va dich vu dua Idi khuyen tren Amazon cung lam tuong tu. "Moi kenh am hieu mpt chut ve chiing ta va mpt chut ve nhung gi cd gia t r i , ma khong lam giam so lupng lUa chpn. Hp lam dieu dd mdt each thdng minh nham t i m ra san pham chung ta Ua chupng nhat. NhUng kenh t i m kiem nay giup ta thuc su la ban than minh."

Do do, dich vu cudl hdi t ron gdi da gia tang, mac du nd chua he ton tai each day khoang 20 nam. Postrel g i i i thich "Do nhung han che mang t inh truyen thong ngay cang giam xuong va th i trudng cudl hdi cd nhieu su lua chpn, tU thiep mdi den dich vu cho thue xe limousine, nen cac dam cudl ngay cang phut tap va cd ca t inh hon".

So lupng thanh vien Hiep hpi t u v i n cudl hdi da tang tU con so 27 nam 1981 len 4.000 nam 2004.

John Hagel - mpt nha t u v i n quan ly - cung bo sung them: "Cang cd nhieu su lua chpn, chiing ta cang phai quyet dinh xem chung ta thuc su muon gi. Chiing ta cang suy ngam xem chung ta thuc su muon gi, th i chung ta cang tham gia sau hon vao qua t r inh sang

tao s i n pham ma chiing ta mua va s i i dung (thdng qua

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Thien duong cua su lua chpn

qua trinh lua chon a ia khach hang). Chung ta cang tham gia sau hon vao qua t r inh sang tao san pham va dich vu, th i chung ta cang co nhieu lua chon cho

ban than".

NEN KINH TE CUA SU DA DANG

Lieu su lUa chon phong phu co khuyen khich ngudi tieu diing mua sam nhieu hon khong? Tren thuc te, chiing ta biet nhieu v i du ma su hia chon doi dao va phuong thUc tot hon trong t i m kiem san pham da khuyen khich khach hang sam nhieu hon. Chang han, toi nhan ra la Napster da thUc t inh dam me t i m kiem nhUng ban nhac mdi trong to i va Rhapsody da cho phep tdi theo dudi dam me do mot each de dang (va hop phap) hdn, nhung ciing khien tdi phai chi tieu gap doi so tien cho dich vu nay. Ciing nhd cd Netfl ix ma gia dinh tdi dupe xem DVD nhieu hon.

Su tang len nhanh chong a i a so cu dan New York deo tai nghe tren dudng chUng td ho nghe nhac nhieu hon so vol thdi ky trudc kh i may nghe nhac iPod ra ddi, giup m d rpng hieu Ung ma the he Walkman da tao ra trudc kia. NhUng lieu co phai ngudi New York chi tieu nhieu hdn cho am nhac hay khong? Dang buon la con so chinh xac lai khong the n i t ra ket luan nhu vay. Chang han, theo thong ke dau nam 2006, trong hon 4 nam djch vu iTunes d i vao hoat dpng, Apple da ban 42 tr ieu may iPod va 1 t i bai hat cho iTunes de

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CAI DUOI DAl

dam bao dat khoang 24 bai cho mot iPod (trung binh chua bang tong so 2 CD). Con so tren cung chang an tuong cho lam.

Doanh so ban dia CD da giam gan 20% ke tU khi iPod duoc dua ra cong chung. Vay ngudi tieu diing lam each nao de nap day 8 cung va the nhd ciia ho? Hoan toan dung nhu ban mudng tupng: mupn ban dia CD, tai nhac mien phi giUa cac may t inh (ket noi giUa cac may t inh ngay cang tang du ddi luc b i luat phap nghiem cam) va trao dd'i thong qua mang LAN trong phong ky

nic xa ciia cac trudng dai hoc.

Tren thuc te, du co quan niem rang cang cd san nhieu hang hda th i doanh so ban cang tang, nhung so h^u thong ke hiem hoi da phi i nhan quan niem nay, dac biet trong trudng hop cac san pham cd so lupng nhieu. Tuy vay, theo mdt vai nghien cUu ve tam ly ngudi tieu diing, kh i lua chon cd y nghia th i cang nhieu lUa chon cang tot - hay chi don gian nd giup tang kha nang ban t i m duoc san pham minh muon hoac i t nhat la san pham ma ban thich thu.

Cd rat i t nghien cuu t inh huong giong nhu nghien cUu tac dOng ciia viec tang so luong huong v i sUa chua giup tang doanh so ban mat hang nay. Mdt trong

nhUng tai heu dupe biet den nhieu trong nghien cUu "cang nhieu lua chpn cang tot" dupe mang ten "SU 16a

mat ciia lua chpn", trong dd tap trung phan tich cac ngan hang, cau lac bp ban dem, song bac de chi ra rang ngudi tieu dung lUa chpn nhieu hon kh i lua chpn

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Thien duong cua sy lya chon

do di ciing vol nhieu lua chon khac. Ngudi tieu diing thich cac rap chieu ph im cd nhieu phong chieu hon, cac song bac vol nhieu ban hon; kh i ho diing trudc cang nhieu lua chon th i cang giam thieu nguy co b i vudng vao nhirng san pham ma hp khong muon.

Tuong tp nhu vay, Malcom Gladwell da nhan manh trPdng hpp nghien cUu ve nhiing doi th i i canh tranh trong san xuat nude sot m i spaghetti. NhUng nha san xuat cho rang khong nen loai Ragii trong qua tr inh san xuat loai nude sot dac biet, ma thay vao do la thiic day sp da dang - nhu cac dac t inh cUng, san xuat tai gia, cay - va md rdng thi trudng bang each san xuat nhiing nude sot chuyen biet va phan chia th i trudng. Viec dua ra nhieu lua chpn da dap Ung dupe nhu cau ciia ngudi tieu diing va phan nao da khien nude sot spaghetti

nam trong sau loai nude sot co toe dp tieu thu nhanh nhat tren th i trudng.

Francis Hamit, mpt cay but chuyen viet ve cac chii de ciia nganh xuat ban, da giai thich rang, trong kinh te hpc co ban, can phai can bang giUa su da dang vol mUc tieu thu:

Bang bieu trong cuon sach giao khoa Kinh te hpc cii ky ciia toi la mpt trong nhung vi du kinh dien chung to moi quan he giua san xuat may bay nem bom tam xa vol xay nhung ngoi trudng mdi. Trong trudng hpp tren, ap lpc la van de chi phi. Con doi vol sp lua chpn, ap lpc chinh la thdi gian. Can phai cd thdi gian de t im s in pham ban muon va so dong ngudi tieu diing se

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mua nhiing san pham ho thay dau tien, chu khong co rim them nhung san pham gia thap hon.

Dieu do giai thich tai sao cac ciia hang ban le dat nhung san pham nho ngay canh quay tinh tien. Su san co va tien dung se giup tang doanh so. Vi the ma nhung ciia hang nay dupe biet tdi vdi cai ten "ciia hang tien dung" nhu ciia hang 7/11 da kiem bon tien n i ban sua, banh mi, bia va nude giai khat vdi gia cao gap nhieu lan so vdi gia d sieu thi. Dieu co ban khong phai la luong hang hda dupe ban ra, ma la can bao dam rang moi thu deu s in cd ngay lap nic.

Qua trinh phan phoi trong thdi dai ky thuat so co hai tac dpng den md hinh nay - khong chi md rdng kha nang t im kiem ciia khach hang, ma con giam thieu thdi gian t i m kiem. Theo thdi gian, dieu nay se giup tang doanh so ban va m d rpng th i trudng ndi chung. Nhu chung ta da thay d Chuong 8, Cdi dudi ddi t rd nen dai hon va cung day hon.

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1 1

NHONG N£N VAN HOA NGACH

CU0C SONG TRONG Trl£ GIOI CAI DUOI DAI sE N H U T H £ N A O ?

Trong rmung ngay tan den to i ciia dong nhac disco dau thap nien 80, mpt the loai van hoa am nhac Cdi duoi ddi da xuat hien tai mot noi trudc kia ning la khu cong nghiep ciia thanh pho Chicago. Gan niia thap nien sau khi album Saturday Night Fever ra ddi, qua t r inh thuong mai hda the loai nhac clap va R&B gap nhieu kho khan va da d i den hoi ket. Ngudi nghe loai nhac nay da quay lung lai. Ho qua chan ngan vdi nhiing ban nhac nhat nheo dupe san xuat theo cong thUc ciia nganh am nhac chi co gang sao chep lai nhUng ban nhac hit trudc do. NhUng khan gia ciia mpt tran bong chay d Comiskey Park ciia Chicago da dUOc yeu cau mang theo tat ca nhUng dia nhac disco ma ho khong thich va sau khi tran dau ket thuc, ho vUa nem nhUng chiec dia dd vao dong liia ldn vUa la ldn "Disco rac rudl".

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Nhirng tai mot cau lac bo ban dem co ten Warehouse, DJ dia phuong Frankie Knuckles da tao ra mot t h i i am nhac mdi. Anh hang hai ket hop va t ron cac loai nhac khac nhau de sang tao ra mpt loai nhac hoan toan mdi. Knuckles dem phoi dong disco cd dien, pop Eurobeat vdi nhip tong hpp, am thanh n i loai trong dien n i mdi thdi bay gid, thanh mdt t h i i am nhac hoa t ron dien cudng, giau nang lupng ciia nhirng tam hdn mdi dupe tai sinh. Dupe dat theo ten ciia cau lac bp, the loai nhac mdi nay dupe bi§t den vdi cai ten house music1.

Trong cuon Lich sit nhac House cua Chicago, Smart Cosgrove da mo ta khung canh nhu sau:

Frankie khong chi la mot DJ, Anh con la kien tnic su ciia loai am nhac nay, la ngudi dua nghe thuat hoa am phoi khi len mpt tam cao mdi. Nhung vi khach thudng xuyen ciia Warehouse van nhd den cau lac bp do nhu mpt noi co khong khi soi dong nhat d Chicago, trung tam dau nao di tien phong trong phat trien the loai nhac nhay, noi ma nhiing ban nhac kinh dien ciia Philly do Harold Melvin, Billy Paul va O'Jays bieu dien dupe phoi vol nhung ban disco dang thinh hanh nhu "Disco Circus" ciia Martin Circus va du nhap dong nhac pop ciia chau Au cua cac nhom nhac td'ng hpp nhu Kraftwerk va Telex.

Loai am nhac do da nhanh chong lan sang cau lac bp khac d Chicago mang ten MusicBox, noi ma DJ Ron Hardy la ngudi tiep tuc phat trien the loai dd len tam

Nhac tai gia.

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Nhung nen van hoa ngach

cao mdi ve am thanh va khong gian bien dien quay cuong, tot mtic ngudi ta cho rang lay cam hung tU viec sti dung heroin. Cuoi cung the loai am nhac dd da chu du tdi mien Bac nude Anh, noi nhac house t r d thanh nen tang ciia the loai nhac sau nay duoc biet vdi la Rave scene.

Diem dang luu y ve su nd'i len ciia the loai house la d chd nd vtia la su phan Ung doi vdi su sup do' ciia thdi dai cua nhting san pham hit, vtia tao ra mot nen van hda soi dong cho rieng minh. Cac DJ va cau lac bo da sang tao ra mpt loai h inh am nhac mdi, khac xa vdi the loai nhac pop. Su phat tr ien cua cac cau lac bp da lam dai them Cdi dudi am nhac va he thong am nhac da chting kien sp tien trien a i a nhieu the loai nhac day sang tao.

De hieu ly do tai sao, chiing ta hay nghien ctiu su phat trien a ia nhac house. Nguon goc ciia the loai nay bat nguon t t i nhting DJ huyen thoai nhu Larry Levan von xuat than la DJ ciia cau lac bp Paradise Garage d New York. Cuoi thap nien 70, nhting DJ nht i Levan va David Mancuso ciing hda am phoi kh i trong mpt chuoi cac nhac pham ma gid day da t r d nen quen thupc, khien mpi ngtidi den cac cau lac bp nhay thau dem suot sang.

Dieu gi da dtia den su toa sang ciia cac ngoi sao DJ? Ngay nay, nhieu nhan to van con dong vai t rd quan trpng. Khdi dau la su lan rpng ciia nhting cong nght: de dang mua dupe, t t i ban phoi am den may thu da he. Dd la nhan to dau tien lam nen Cdi dudi ddi - su

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phd bien hoa cong cu san xuat. Cong nghe san xuat re da lam giam chi ph i thu d studio; va cong nghe re ciing khien hang tram cong ty thu bang dia dpc lap co the thu am va quang ba ve bang dia vol gia phai chang. Mot sd cong ty thu am nhac house co ten mdi nhat, chang han nhu cong ty thu thanh West End da thu am hang tram dia nhac chi trong thoi gian vai nam ngan ngii i .

Tac dpng k inh te ciia su kien tren la su bung nd dia thu thanh, tao ra khoang trong ve thong t in hen quan den dia thu - va co hpi cho nhirng ai muon dong vai tro bp lpc thong t in giup mpi ngtidi t im kiem nhting dia thu do. Nhting bp lpc nht i vay lai khong the hoat dpng hieu qua neu thieu kha nang tiep can nhting dia nhac nen ngay t t i dau va doi hoi kenh phan phoi vol rao can d mtic thap. Do chinh la dieu ma cac cau lac bp va cac btia tiec cung cap, do do tao nen luc lupng can thiet thti hai - qua t r inh phd bien hoa khau phan phoi.

Trong kh i dai phat thanh b i chi phoi bdi thong t in mpt chieu dtiPi h inh thtic tiep th i hang bang dia -nhirng cong ty bang dia dtia ra nhting album ma hp cho rang se t r d thanh dia hit va chi sau dd mdi biet lieu phong doan ciia hp dung hay khong, th i cac cau lac bp lai cd dtidc phan hdi ngay ttic khac ciia khan gia. Neu DJ chdi mpt ban nhac ma nhting ngtidi den cau lac bp khong danh gia cao, su khong hai long ciia hp the hien rd ret - hp se khong nhay. Vol nhip btidc ciia minh, nhting ngudi den cau lac bp bo phieu ngay cho ban phoi am dd, truyen niem trong dpi va su thich

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thu toi DJ. Cac DJ da cham den Cdi dudi dai ciia am nhac va khuyen nghj noi dung ma khan gia ciia ho thich nghe de co niem hting khdi nhay theo nhac.

Khi chi phi san xuat va bieu dien tiep nic giam, nhac house chiing kien sii phat trien manh me vol nhieu loai nhac chuyen biet khac nhau nhu nhac deep house, funky house va dub house. Trong bdi canh do, cac DJ can co mot co che moi de dinh huong th i trudng tieu diing phUc tap.

Nhung ban than co che nay lai co nhieu nghien ly. Nhieu nam qua, cac nha san xuat nhac house da si i dung nhieu biet danh k h i phat hanh dia nhac. Tai sao lai phai co nhieu biet danh den vay, neu muc dich ciia hp chi la ban dia nhac ma thoi? Tuu trung lai, tat ca nhiing the loai biet danh deu la mot dang khong ghi ten, tao su hon loan ve thong t in gay hoang mang tren thi trudng.

Nhung doi vol cac DJ, thdng t in quan trong lai nam d cong ty phat hanh, chU khong phai ban nhac. Cac cong ty am nhac doc lap giong nhu mot chiec the cung cap thdng t in, cho biet the loai nhac va t inh chuyen biet ciia dia nhac dd d t r inh do nao. Cong ty phat hanh cho phep DJ t im ra nhung ban nhac cd the lam hai long su trong doi ciia khan gia vol chi ph i thap va hieu qua cao. Theo nghia dd, cac cong ty phat hanh tao nen tang cho su tong hop thdng t i n von tan mat tren san nhay.

Tren thuc te, d mot khia canh nao dd, ten tudi ciia cac DJ khong con mang nhieu y nghia nhu trudc, v i cac cong ty phat hanh nhac da cung cap phan ldn

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CAI BUOI DAI

thong t in co gia t r i . Chang han nha bo doi am nhac Berlin - Moritz Von Oswald va Mark Ernesms, dupe bik den nhieu vol cai ten Basic Channel, da cung nhom cong tac phat hanh bang dia dudi nhieu nhan mac da dang. Mac Burial Mix danh cho loai nhac sau, manh cd giong noi; mac M danh cho the loai nhac house manh, si i dung nhac cu d mtic to i thieu; Rhythm & Sound danh cho nhac t r t iu tuong vol anh hudng ldn ciia nhip dieu manh; va mac Chain Reaction de chi nhac dien t i i t r t iu tuong, sti dung nhieu nhac cu vol anh hudng ldn ciia nhac house manh.

Moi cong ty phat hanh nhac the hien dac trung rieng ciia dia nhac do nhieu nghe si the hien. Nhan so luong nay len vol hang ngan, ban se hieu thuc trang tieu diing ciia th i trudng am nhac house phUc tap den mUc nao - va tai sao ngay cang can ghi ten cac cong ty phat hanh tren bang dia. Vi cac DJ co the si i dung thdng t in i n tren nhan mac dia nhac, nen hp khong can danh t h d i gian de nghe tUng ban nhac ma Oswald va Ernestus hpp tac san xuat - thay vao do, hp chi can don gian la tap trung vao cac nhan mac phu hpp nhat vdi doi tupng ngudi nghe. Hp cd the ludt tren Cdi dudi ddi ciia th i trudng am nhac house mpt each hieu qua ma khong ton nhieu chi phi .

Cac nha san xuat nhac house cung dua vao chien lupc m d rpng kha nang tiep can san pham. Ngupc lai, so vdi each dan nhan mac san pham, von la each tieu ton ngay cang nhieu thdi gian cho tranh chap kien tung hen quan den van de ban quyen, cac nha san xuat nhac

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house (va cac nha san xuat chui noi chung) t i i lau da nhan ra rang viec cho phep cac san pham ciia hp dupe phoi va tron am se dem lai lo l ich k inh te.

Mpt dia nhac house thanh cong thudng thu hut cac nha san xuat phoi am lai; dieu do tao nen mpt he thong. Vi nhting ban phoi am nay thudng dupe phoi cho cac the loai khac nhau, nen thudng la ban bo sung cho ban goc. Khi so ltidng ban bd' sung tang len, gia t r i ciia he thong se gia tang manh me. Hieu ting tang manh nay lai tao nen co che cho phep cac DJ von la ngtidi tong hpp am thanh cd the d inh htidng Cdi dudi ddi ciia th i trudng am nhac, roi nhanh chong, de dang phat hien ra nhting ban nhac cd anh htidng ldn trong tting the

loai rieng biet.

TU THOI QUEN 'HOAC DEN TH6l QUEN 'VA'

Cdi dudi ddi dang cung cap cho khach hang su lua chpn vo tan. Su phan phoi d u thtia vdi chi phi re ciing dong nghia vdi sti da dang, phong phi i , re t ien va khong gidi han - va ciing dong nghia vdi thuc te la ngudi nghe thudng cd khuynh hudng dan trai theo sti Itia chpn. Nhin t t i khia canh nganh giai t r i va truyen thong co ban, dieu nay giong nh t i cupc chien giiia nganh truyen thdng truyen thong va Internet. Nhting van de la d cho, mpt k h i ngtidi ta chuyen sp quan tam sang Internet, khong phai la do hp chuyen t t i he thong truyen thdng nay sang he thong truyen thdng khac, ma

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su" quan tam cua hp t rd nen dan trai. Lpa chpn vo tan rot cupc lai tuong dong vol sti phan re.

Viet trong cuon Corante, V in Crosbie, mpt nha phan tich ve truyen thong da ly giai nhu sau:

Moi thinh gia, khan gia hoac dpc gia thudng la mpt the tong hoa duy nhat ciia cac quan tam chung va quan tam dac thu. Du rang nhieu ca the cd the cung chia se mot so quan tam chung, chang han nhu ve thdi tiet, nhung hau het, neu khong muon ndi la toan bo trong so hp lai cd nhting quan tam dac thu rat khac nhau. Moi ca the thuc sp la mpt the tong hoa duy nhat aia nhung quan tam chung va quan tam dac thu. Chi khoang 30 nam trudc day, mpt-ngtidl-My-trung-binh khong cd kha nang tiep can bat ky mpt phuong tien truyen thong nao de thoa man quan tam dac thu aia minh. Tat ca nhting gi hp cd la phuong tien truyen thdng dai chung ma cd the phan nao dap itng thanh cong nhieu quan tam chung (hay lpi ich "dai chung').

Roi sau dd, cong nghe truyen thong phat trien va bat dau dap ting dupe nhung quan tam dac thu a ia hp. Trong suot thap nien 70, tien bp trong in an 6p-xet da dan den sp nd rp aia hang loat cac tap chi chuyen nganh, khong con canh tupng chi cd leo teo vai td tap chi tren sap bao nua, ma thay vao dd la hang tram tap chi ve cac chii de dac thi i . Su pho' bien dau tien ciia he thong cap truyen hinh tuong tp trong thap nien 80, roi den he thong ky thuat so cuoi nhung nam 90 da lam tang so dai truyen hinh ma ngudi My cd kha nang tiep can t t i con so bon len den hang tram, ma phan ldn la cac kenh chuyen biet (nhu kenh Home &

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NhOng nen van h6a ngach

Garden TV [Nha & Vtidn], Kenh Golf, Kenh Quan sp...). Sau dd, Internet ra ddi da md ra kha nang tiep can vdi cong chung trong suot thap nien 90 va moi ca nhan trung binh cd the vao hang trieu trang web ma phan ldn de cap cac chu de rat dac thu.

Ket qua la ngay cang cd nhieu ca nhan, von trudc kia chi su dung phuong tien thdng tin dai chiing vi dd la tat ca nhung gi hp cd the tiep can, thay vi tiep tuc xem nhung an pham, cac kenh truyen hinh va trang web dai chiing, thi gid day lai dang bi hut vao nhung an pham, cac kenh truyen hinh hay trang web chuyen biet. Cang ngay, so ngudi xem cac chuong tr inh truyen thdng dai chiing cang it di. So lupng ngudi do se sdm trd thanh so dong. Cac ca nhan khong he thay dd'i; ho van thudng bi phan re. Dieu thay doi d day la thdi quen truyen thdng. Gid day hp muon thoa man nhting quan tam rieng re ciia minh, nhung lpi ich da von cd t t i lau. Su phan re hien dien nhieu nhu chinh cac ca the vay. Mpi chuyen da, dang va se luon la nhu vay.

Sp chuyen ddi tti cai chung sang cai dac thii khong phai la dau cham het cho cd cau quyen life hien thdi, cung khong phai la sti chuyen t t i cai toan the sang nen van hda ciia sp" nghiep d t i hay ciia may t inh ca nhan. Ma thay vao dd la sif can bang ciia phuong t r inh hien thuc, hay su tien tr ien t t i thdi dai "node" - lua chpn gitia cai chung vol cai phd bien (van hda dai chiing trong ttidng quan vol cac nen van hda nhd) sang thdi dai "va". Gid day, van hda ciia chiing ta ngay cang la mpt tong hda ciia dau vd dudi, ciia cai chung vd cai dac th i i , ciia he thdng vd ca nhan, ciia nhirng nha

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chuyen nghiep vd nghiep du. Van hoa dai chung khong sup do ma chi ngay cang giam bdt vai tro. Theo do, nhting luc can doi vdi van hda san pham ngach se ngay cang i t di .

Chung ta da chting kien nhting hieu ting dd trong nganh am nhac. Trong the gidi dia nhac CD, am nhac cd dien chiem khoang 6% doanh sd ban, mtic qua thap de co the cd cho dung tren mpt gia de dia cua he thdng Wal-Mart. Nhting d mang iTunes, n t i i cd nhieu dat dung vd cho vd van the loai da dang, th i doanh sd ban dat tdi 12%. Phim tai heu thtidng hiem kh i dtipc t r inh chieu d rap hat, nhting lai la mpt trong nhting the loai ph im dtipc yeu thich d Netflix, vdn dat gan mpt ntia doanh sd kinh doanh trong l inh vpc ph im tai lieu d My, chang han nhu cac ph im Capturing the Friedmans (Tom gon gia dinh Friedman) va Murderball (Qua bong chit choc).

STJ NOI LEN CUA NEN V A N H O A D A I CHUNG C H I A N H A N H SONG SONG

Vao thang 7 nam 2005, Anil Dash, mpt nha quan ly ciia cong ty cong nghe blog SixApart da "tan cong" td Thdi bao New York bang each mac chiec ao phong co chU "GOATSE" trong mpt tam anh minh hpa cho bai bao viet ve nhting kho khan neu muon thay ddi nhting dieu Google ndi ve ban. Thich thu ve t rd dua dien rd ciia Ani l , tdi con ngac nhien hon khi biet rang hau nhti

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khong mpt nhan vien nao cua toi (va ro rang la khong mpt bien tap vien ciia Thdi hao New York) h ieu GOATSE co nghia gi. (Toi budc phai he lp ra rang do la but anh nay dom ddm mat ma nhiirig ke t inh nghien tren mang da co liia gat rang do la dudng link den mpt buc anh quyen n i , giong nhu bUc anh ciia Natalie Portman. Thuc te, bUc anh do khong den mUc khieu dam nhu vay). Song nhieu anh ban to i ciing gan Idi giai thich vol bUc anh dd de lam t rd dua.

Toi cho rang ai cung hieu y nghia ciia GOATSE, nhung toi da lam, Hda ra tren thuc te, chi mpt vai ngudi trong so nhting ngtidi tren mang ma tdi biet la cd the hieu dtipc. Tdi da khong nhan ra thiic te la tdi chi thupc mpt nhom xa hpi nhd. GOATSE hda ra lai la mpt trong nhiing mat ma b i an ma chi cac thanh vien ciia nhom xa hpi dd hieu dtipc, von dd chinh la dieu ma Ani l bieu dien khi anh ta da xac xtipc mac chiec ao in chi i dd trong bai bao ciia t d Thdi bao.

Toi quyet dinh se th i i nhting tieu chuan khac de xem heu chiing cd mang t inh phd' bien nhu tdi nghi hay khong. Tdi bat dau bang viec truyen d i mpt so cum t t i sao rong khac t t i so it ban tren mang tdi nhting ngtidi ban trong ddi thudng, chang han nht i "Tat ca nen tang ciia ban thupc ve chiing td i" 1 ; "Nhieu luc lac hon ntia" (More Cowbell) 2 ; "Td i san sang hpp tac v d i d o i

1 Cau tieng Anh la "All Your Base Are Belong To Us", la cau de khang dinh chien thang hay sU vupt trdi.

2 "More cowbell" la cum ni dupe sii dung trong nen am nhac pop cua My, xuat phat tU mpt chuong trinh hai kich

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phuong... [dien them vao cho trong]", v.v. va v.v... Nhung cum t t i nho ma toi nghi la phd bien hoa ra lai dupe sU dung rat han che, tham chi ngay d trong cong ty cua toi . Khi toi tien hanh mot cupc tham do khong chinh thUc tai hpi thao ve quan he cong chung ma toi la d i l n gia, to i da phat hien ra rang chi khoang 10% dai bieu da tting nghe qua nhirng cum t t i nay - va ddi vol mdi cum t t i , ty le 10% la rat khac nhau.

Neu ban t im tren Wikipedia nhting cum t t i thupc ve Internet, ban se t i m thay hang t ram t t i loai nht i vay. Dtidi day la mtidi cum t t i dtipc nghe den nhieu nhat (dii rang mpt sd t t i gid co le lai lac hau roi). Ban da tting nghe thay bao nhieu trong sd do?

• Ellen Feiss

• The Star Wars Kid

• Dancing baby

• Bert is Evil

• Bonzai Kitten

• Tourist Guy

• MC Hawking

• 1337

• Subservient Chicken

• First post

Vi dp tren ndi len dieu gi? Nd chi ra rang nhom xa hpi ciia tdi khong phai luon la nhom xa hpi ciia ban,

.... Toi thii Bay khi thu thanh bai hat "(Diing sp) ngifdl tho gat" phat vao ngay 8/4/2000.

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ngay ca khi chung ta cung lam viec, cung chdi va song trong cung mot the gidi Dong sang, di mong la nhu vay.

Chinh nhting lute luong va cong nghe cua Cdi dudi ddi - von da dan den su phat trien 6 at ciia su da dang va ltia chon phong phu trong san pham ma chung ta tieu thu - dang dtia chung ta to i vong xoay cua nhom xa hpi. Khi nen van hoa dai chung dtit gay, no se khong hinh thanh nen mpt hinh thtic dai chung khac. Thay vao do, nhting manh dtit gay se t rd thanh hang trieu the loai tieu van hda, cung ton tai va ttidng tac theo

nhirng hinh thtic phtic tap.

Ket qua la, chung ta khong coi van hda nhu mpt tam chan ldn ma la sp ket noi a i a nhting spi chi dan xen vdi nhau, moi spi chi luon cd san va lien k i t tnfc t i i p vdi nhting nhom ngtidi khac nhau.

Tom lai, chung ta dang chting k i i n mpt sti chuyen rninh t t i nen van hoa dai chung thong thudng sang nen van hda dai chiing chia nhdnh song song. Du chung ta cd nghi theo each nay hay each khac, th i moi chiing ta deu thupc ve nhting nhom xa hpi khac nhau, ddi luc chong cheo (nhti van hda lap di va LEGO), ddi luc lai khong (nhti tennis va nhac punk-funk). Vdi ban

dong nghiep, vdi ngtidi than, chiing ta chia se mdt vai sd thich chti khong phai tat ca. Cang ngay, chiing ta

se chia se nhieu sd thich vdi nhting ngtidi chiing ta

khong biet hoac tham chi khong nghi la ca nhan (nhti tac gia cac blog, nhting ngtidi ciing tao danh sach san

pham minh thich d tren mang).

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Moi chiing ta - dii co nghi minh thuoc ve dong van hoa chii luu hay khong - t h i tren thyc te lai dang di theo nhung nhanh van hoa khac nhau trong mot so l inh vuc ciia cuoc song. Chang han, to i la ngtidi xem phim an khach, nhting khong han nghe am nhac dong phd thong va dac biet la co gu doc sach chuyen biet la cac tac pham ve k inh te he thdng (rat tiec la cuon sach nay th i khong phai!). Hon the ntia, k h i chiing ta theo mot gu rieng biet th i chiing ta thtidng d i xa hon ntia, cho phep sti nhiet thanh dtia chiing ta to i nhting dam me ve rt iou vang hoac dd cd - v i sti ltia chon phong ph i i giiip ta lam dtioc dieu do.

Virginia Postrel da nhan xet rang su: biing nd kha nang hia chon da dang da phan anh sti da dang vdn da hien htiu ngay trong phan bd dan cti:

Moi khia canh nhan dang con ngudi, t t i kich cd, hinh dang, mau sac tdi khuynh hudng gidi tinh va tai nang t r i tue deu rat da dang. Phan dong chiing ta tap hop thanh nhting nhom d khoang gitia ciia sti phan bd cd the thdng ke duoc. Nhung con nhieu dudng cong ddi xung va nhieu ngudi lai nam d duoi ciia it nhat mpt trong nhting dtidng cong dd. Chiing ta cd the suti tam nhting cau chuyen ky quae hoac doc nhting cuon sach bi truyen, cd niem tin ton giao khac thudng hoac di nhting ddi giay ky quai, mac phai can benh la hoac thich thu khi xem nhting phim bi cam.

Tti xtia den nay, nhting nhan xet tren van luon diing, nhting chi den bay gid th i chiing ta md i cd the

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cd hpi theo dudi cua chiing. Sp" ndi len ciia nen van hoa san pham ngach se giiip dinh hinh lai moi trudng xa hpi. Con ngudi se thupc ve mpt trong hang ngan nhom loi ich, vdi spi day ket ndi den t i i chia se lp i ich nhieu hon la khoang each dia ly va mdi trudng lam viec. Ndi each khac, chiing ta dang chia tay thdi dai "ban uong nude"1, thdi ma tat ca chiing ta cung lang nghe, ciing xem va ciing dpc t t i mpt ngudn han hep chii y§u la nhting npi dung dtipc mpi ngtidi ciing tia thich. Chiing ta dang btidc vao thdi ky ciia nhting nen van hda sieu nhd vdi ndi dung rat khac nhau.

Nam 1958, Raymond Williams - mpt nha xa hpi hpc Mac-xit, da viet trong cuon Culture and Society (Van hoa vd Xd hoi) nht i sau: "Khong co quan chiing; ma chi cd each nhin mpi ngtidi nht i quan chiing ma thdi". Cd le ong cung khong the hinh dung het chain ly ma minh ndi ra.

LIEU THONG TIN CO PHU HOP V O I M O H i N H D 6 KHONG.. .

Nen van hda san pham ngach nay se nhti the nao nhi? Chiing ta cd the quan sat su thay ddi ciia truyen thong de t i m ra cau tra Idi . T in ttic bao chi la l inh vuc dau tien chju tac dpng ciia Internet, va gid day ca mpt

1 De chi not ma mpi nhan vien ciia cong ty hay tu tap, ndi chuyen gau trudc khi vao lam viec

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CAI DUOI DAI

the he da trudng thanh ciing vdi ky vong co the n i do tiep can bat ky nguon thong t i n ve bat ci i chu de nao vao bat ky luc nao. Dieu do tot cho nhiing ngtidi nghien t in nic, nhiing lai la tham hoa cho nghe dtia t in . Sii n i t doc ciia bao giay, vol miic an hanh giam hon mot phan ba so vol thoi ky phat tr ien dinh cao giiia thap nien 80, la minh chiing cu the nhat ve anh hudng nghiem trong ma Cdi duoi ddi da gay nen doi vdi nhiing nganh k inh doanh lau ddi.

Da cd thdi sUc manh ciia bao chi bat nguon n i kha nang lam chii phuong tien san xuat. Ngudi ta ning hay noi: "Diing bao gid cai ly vdi nha bao". Nhung t t i dau thap nien 90, t in nic bat dau xuat hien tren man li inh may tinh, chti khong chi d nhiing td bao giay. Bat ky ai cd may t inh ca nhan va dtidng truyen Internet dot nhien co stic manh ciia bao chi.

Thoat tien, chinh nhting td bao va cac cong ty truyen thong truyen thong khac da dupe thu lpi . Nhting khi ngay cang co nhieu ngtidi xay diing trang web cho ca nhan va ro i tao blog, t h i cang khd phan biet dtidc bao chi chuyen nghiep vol bao chi nghiep dti . Trong nhiing linh vtic ma hp yeu thich, thi tam hieu biet va kha nang viet ciia cac blogger co the bang hoac tham chi hon cac nha bao. Ddi kh i vdi t t i each la ngtidi trong cupc chti khong chi la quan sat vien, cac blogger th$m chi con co the tiep can nguon thdng t in tot hon nha bao.

Richard Posner, mpt luat sti danh tieng va ciing la mpt hpc gia ve luat, cho rang dd la mpt sp: dd'i ngoi rat hiem kh i xay ra. Trong mpt bai b inh luan ve sach dang

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Nhung nen van hoa ngach

tren to Thdi hao New York (ma co le la vi muc dich cham biem), ong da nhan xet rang blogger co the nham toi mOt bo phan doc gia sau hon bat ky mot td bao hay mot kenh t in ttic truyen hinh nao, ma khong ton mot xu. Tren thuc te, vol vai tro la cac thi trudng ngach, cac trang blog thu hut lan luot cac khach hang ciia truyen thong dai chiing von chi tap trung vao quan chiing noi chung:

Cac blogger co the chuyen sau vao mot so chii de cu the ma khong nhieu nha bao lam viec cho cac cong ty truyen thong co the lam dupe, v i cac nha bao cang budc pbi i co kien thuc chuyen sau thi cong ty cang phai thue nhieu nhan luc hon de dap Ung dupe moi linh vuc. Mpt td bao viet se khong thue nha bao vi gioi danh may chu, nhung nhieu ngudi trong gidi blog lai cd kien thuc bi truyen dd va chinh ho da keo do' sp thong t r i ciia Dan Rather1 trong nganh truyen thdng My.

Dieu khien cac nha bao thuc su phien long la: di i rang cac blog ca nhan khong the dam bao t inh xac thuc, nhung khong gian blog ndi chung lai cd he thong sua loi tot hon cac phuong tien thdng t in dai chiing. Toe dp thu thap va sang loc thdng t in nhanh chong da thay the cho phuong tien truyen thdng thdng thudng. Khong chi cd hang trieu blog, hang ngan blogger cd kien thUc chuyen mon, vdi diem lpi the khac la dpc gia cd the dang tai cac nhan xet lam tang gia t r i ciia blog va thdng tin trong nhirng ldl nhan xet

1 Dan Rather la mQt trong nhirng nha bao xuat sac nhat cua nen truyen hinh My trong suot nam thap ky qua.

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CAI DUOI DAl

cung nhu d ban than blog chay trong khong gian blog voi toe do truyen t in dien n i .

Khong gian blog oing cd he thong giam sat tot hon bao chi thdng thudng va cung cd nhieu diem khac biet. Md hinh phan tich cd' dien a ia Friedrich Hayek rim hieu each thtic thi trudng tap hop luong ldn thdng tin mdt each hieu qua, bat chap dac tinh phi tap trung aia thi trudng, su thieu vang ngudi dieu phoi va kien thtic rat han che d nhting ngudi tham gia th i trudng. Tren thuc te, khong gian blog la mot thuc the td'ng hop - khong phai la 12 trieu thuc the rieng le, ma la mdt thuc the gom 12 trieu nha bao, cay but biem hoa va binh luan vien, ma khong ton bat ky chi phi nao. Nhu the la hang t in Associated Press hay Reuters cd hang trieu phong vien ma phan nhieu trong so ho am hieu nhung linh vuc chuyen biet, tat ca oing lam viec khong luong cho nhting td bao mien phi khong dang quang cao.

De tim hieu co che dd, hay oing xem bang bieu aia Technorati ve mtic do tia chuong (dtioc t inh theo cac dtidng ket noi den trang web), ke ca blog va bao chi thdng thudng, hay "MSM" (mainstream media) theo loi ndi a i a dan blog:

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Nhung nen van hoa ngach

Truyen thong chinh thong va blog canh tranh tren mang

Ngudn: Technorati

Hay xem mpt trong nhting cpt trang. Daily Kos (la cot trang tht i tP d trong bang bieu). Do la trang web ve chinh t r i theo chti nghia t p do, chii yeu do Markos Moulitsas Ziiniga, mpt nha hoat dpng xa hpi 6" Berkeley, (lieu hanh. Trang nay co so dtidng ket noi den nhieu hon td Chicago Tribune va hang ngay thu hut gan 1 trieu lppt ngudi ghe tham. Hay nhin dudng cong d phia xa hon (dung hang 65 gan ra vupt ra khdi khudn khd' trang giay) de t i m Instapundit. Dd la blog ca nhan ciia Glenn Reynolds, mpt giao su luat 45 tudi ciia Trudng

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CAI DUOI DAI

dai hoc Tennessee. Bat cu* kh i nao ong r6 i rai, v i giao sti nay lai dang rat nhieu bai viet ve cac chu de quan tam, t t i chinh t r i hoc t t i do den cong nghe nano. Do la ngtidi co t r i tue, co chinh kien va nhanh nhay nen ong da t rd nen ndi tieng. Vi ndi tieng, nen ong cd tam anh htidng ldn. Dtidng ket ndi t t i trang web cua ong cd chieu htidng tao nen dong ket nd i t d i trang web hit, ma thtidng vtiqft hon tat ca chi t r t i nhting trang t in ldn nhat. Trang web cua ong dtipc k i t ndi (dtidng link) nhieu htin trang cua Sports Illustrated.

Moi blogger ke tren cd luong "dtidng link" cao hon hau het cac td bao d My. Tat nhien, do la phep so sanh khap khieng vi cac bao thtidng tap trung mang ldnh doanh vao phat hanh cac an pham. Nhting neu ban la doanh nghiep lam bao, bang bieu tren cung khien ban khong khdi ban khoan ve ttidng lai cua nganh nay trong the gidi Cdi dudi ddi.

Trong cuon ThU gtii nhd dau tu mqo hiem tre tuoi, Christopher Hitchens da viet rang mdi sang ong thtic day va kiem tra su song cua minh bang each chop lay td Thdi bao New York vdi trang dau co dong chti "Td bao dua tat cd nhirng tin tiec dang xem". Dong chti dd da ton tai thap nien nay qua thap nien khac, ngay nay qua ngay khac. Toi da mtidng ttipng rang, hau het doc gia cua td bao k inh dien nay t t i lau da khong con de y den bieu tuong pho truong trong giong cd md do ntia. Ban than tdi hang ngay ciing nhin dong chti nay va moi luc nht i vay td i van thay b u t bdi. Neu to i van cd the lam bam trach cti la tai sao ho lai nhuc ma toi

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Nhung nen van hoa ngach

va ho coi toi Id cdi gi va dieu do co nghia qudi quy gi neu do ro rang khong phai la su ngao man, tit kieu va phe binh nhti no von toat len, th i i t nhat toi ciing biet rang rninh van dang song".

Khau hieu ciia t d Thdi bdo New York cd xuat x t i tit cuoi the ky 19. Nam 1897, Adolph Ochs, chii tda soan mdi da nghi ra cum t t i nay, xem do nht i mpt don tan cong doi vdi nhting td bao doi th i i d thanh pho New York thdi bay gid, von dtipc biet den nhti nhting td bao la cai. Nghia ban dau ciia khau hieu do da mat d i va gid day cum t t i do nghe vtia ngao man, lai vtia t r ich thupng.

Lieu da bao gid khau hieu do diing hay chtia? Co le la khong va hien nhien la ngay nay th i cang khong chinh xac. Nhti Jerry Seinfeld da cham biem rang: "That kinh ngac la so ltidng t in dien ra hang ngay tren the gidi lai thtidng chi vtia van vdi khudn khd' td bao".

Ben canh khau hieu do, td Thdi bdo New York gid day phai canh tranh khong chi vdi cac td bao d thanh

pho New York va d noi khac ntia, ma con vdi mpt tap the t r i tue va thdng t i n tren mang ciia cong chiing. Quyen lpc nam trong con mat ciia ngtidi quan sat, chti khong phai da gan vdi ban than thuc the. Su t p hao ciia cac nha bao va bien tap vien ciia td Thdi bdo chinh

la d cho, bat chap sU canh tranh tren, hp da manh cong

trong viec tiep tuc dtia t in , dat chtiPng t r inh nghi sp".

Ro rang, t in ttic va thdng t i n khong con la pham vi

chuyen biet ciia nhting ngtidi chuyen nghiep ntia.

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CAI BUOI DAI

Voi su* co mat cua khoang 15 trieu blogger, kha nang mot so i t blogger se dang tai nhung t in bai quan trong va co y nghia la rat tot va cang tot hon. Khi nhirng bo loc ciia chiing ta duoc cai thien, kha nang nhan ro nhiing bo loc do se cang nhay ben hon. T i i each tiep can truyen thong, sii canh tranh se tang len, d i i t i i phia nao di chang niia. Cac doc gia se thich dieu nay hon. Di i muon hay khong th i si i phan nho ciia van hoa la tat yeu.

HANG TRIEU MANH VO NH6

Lieu sti phan nho ciia van hoa la dieu tot hon hay xau hon? Nhieu ngtidi cho rang van hoa dai chiing dong vai tro nht i mot chat ket dinh xa hoi, gan ket moi ngtidi lai vdi nhau. Nhting neu gid day, k h i chiing ta chi lam nhirng viec ciia rieng chiing ta, t h i lieu cd con nen van hoa dai chiing khong? Lieu lo i ich ciia chiing ta cd con ttiong t t i vol loi ich ciia hang xdm hay khong?

Trong cuon sach Republic.com, giao sti luat ciia t rudng Dai hoc Chicago Cass Sunstein da lap luan rang, nhting nguy co do la cd that - nen van hda tren mang tren thiic te dang khuyen khich sti phan ciic giiia cac nhom xa hdi: "Khi l inh vtic truyen thong toan cau phat trien chay theo khach hang, xa hoi se dung trtidc nguy co b i phan nhd, cac cong dong chung cd nguy co b i giai the". Ong da nhac tdi td bao nd'i tieng Daily Me, mot td bao ciia ca nhan Nicholas Negroponte ciia

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NhOng nen van hoa ngach

Phong Truyen thong Dai hoc MET. Doi voi Sunstein, the gift ma trong do tat ca chiing ta deu dang dpc td bao Daily Me la the gioi "ban khong can xem qua cac chii de va bai viet ma ban khong t i m kiem". Khong may khd khan, ban se biet dich xac thong t in ma ban muon tim, khong hon, khong kem".

Christine Rosen, nghien ctiu vien cao cap ciia Trung tam Dao dtic va Clnnh sach cong da chia se lo ngai tren ciia Sustein. Trong bai luan in tren td The New Atlantis, ba viet:

Neu nhiing cong nghe nay tao dieu kien thuan loi cho sir phan cue trong chinh tr i , chiing se cd anh hudng nhu the nao den nghe thuat, van hoc va am nhac? Khi chiing ta vdi vang nm each nhanh nhat, thuan loi nhat va ca nhan nhat de cd dupe thi i ta muon, heu chiing ta cd tao nen nhung san khau ca nhan tp do hay nhiing phong thu am tinh xao? Lieu cd phai chiing ta dang cd suy cho chii nghia ca nhan sang tao hay chii nghia ca nhan hep hdi? Dd la sp md rpng lpa chpn hay bao mdn gu tham my?

Rosen lap luan, tac dpng ciia nhung cong nghe nay la sp ndi len ciia "vai t rd ciia cai tdi", nghia la sp theo dudi gu rieng ciia mdi ngudi mpt each hoan toan v j ky va hep hdi. TiVo, iPod va npi dung ciia tat ca cac loai dich vp nhu vay cho phep chung ta sang tao ra cau chuyen ke van hda cho rieng minh. Ba ndi tiep, vdi y cho rang dd la dieu rat td i te:

Bang each tao cho chiing ta ao anh ve kha nang kiem

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CAI DUOI DAI

soat hoan toan, nhung cong nghe nay co nguy co khien chung ta khong bao gid con biet den cam giac ngac nhien niia. Nhiing cong nghe dd khuyen khich sp lap lai ciing nhac ciia nhung noi am anh, thay vi uom mam cho gu tham m y Oai oam thay, Uong mot the gidi nhd hep do cong nghe chi phoi, chiing ta lai thay viec ton trpng ca tinh rieng ngay cang t rd nen khd khan.

Lieu Rosen cd diing hay khong? Tdi cho la khong; tren thuc te, doi vdi toi, dudng nhu su that lai hoan toan ngtipc lai. Mdt the gidi ciia nhung dieu rieng biet thuc ra lai la the gidi ciia lua chon doi dao, nhung rihting dinh hudng di i manh dudi h inh thUc khuyen nghi va cac dang bo loc khac xuat hien khuyen khich ngay cang nhieu su t im tdi . Chung ta lam day nhiing chiec iPod vdi nhiing ban nhac n i nhting ngudi ban va TiVo khong ngung goi y nhting chuong t r inh t r inh mdi ma chiing ta cd the thich dua tren gu thudng thtic ciia nhiing ngtidi khac. Thiic tien t t i Netfl ix cho chiing ta thay rang: kh i duoc yeu cau chon bat ky ph im nao trong tuyen tap hang chuc ngan phim, ngtidi tieu diing khong chi vui dau vao nhiing ph im tai heu ciia thdi The chien lan th t i hai, nguoc lai, ho m d rpng gu thtidng thtic ciia rninh, kham pha nhiing ph im kinh dien trong thang dau tien va chuyen sang loai ph im ket hpp khoa hpc v i i n tudng vao thang th t i hai.

Trong kh i do, khong gian blog la vec-to ldn nhat dtipc tao nen danh cho nhting tieng ndi mdi . PhtiOng phap ket noi y ttidng vol thong t in cd gia t r i , t t i bat cti nguon nao, chuyen nghiep hay nghiep dti , dang tao

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Nhung nen van hoa ngach

nen mot lpc ItiOng manh me va da dang. Rui ro chinh d6i vol blog la su phan tan do co qua nhieu nguon t in . Bat cti ai doc t in tren mang ma khong m d mang nhan quan van hoa cua minh, th i den mot luc nao do se chi thay cai gdc toi ciia the gioi blog, hoac can duoc dao tao lai ve y nghia ciia cac dudng d i n .

Do khong cd thdng t in nao tren cac trang web mang tinh ap dat nen ban co the tham khao nhieu ngudn thong t in de dua ra quyet dinh. Dieu do danh dau su ket thuc ciia thdi ky nhdi nhet thdng t i n chinh thong ciing nhirng the che luon cho minh la diing. Nd ciing danh dau su nd'i len ciia thdi dai thong t in da chieu ddi hdi va ciing xting dang duoc nghien ctiu. NhUng ngudi trac tudi sau muoi khuyen chung ta nen nghi ngd su ap dat, song ho lai khong cho chung ta phuong tien de lam dieu dd. Ngay nay, chung ta da cd cong cu. Van de la lam the nao de sir dung chung mot each cd hieu qua nhat ma khong b i choang ngpp bdl thdng t in thieu chac chan.

Dieu quan trpng la mpt xa hpi biet nghi van va co kha nang giai dap nhting cau hdi ay se la xa hpi lanh manh hon nhting xa hpi chi don gian chap nhan nhting gi ma mpt nhom nhd cac chuyen gia va the che truyen dat lai cho hp. Neu su gan ket chuyen nghiep khong con la bieu trung ciia q u y i n hanh, t h i chiing ta can xay dung mpt h? thdng chuan muc cho rieng minh . Dieu dd khuyen khich chiing ta nghi cho chiing ta. Wikipedia la budc khdi dau de kham pha mpt chii de, chti khong dua ra thdng t i n cuoi ciing.

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CAI DUOI DAl

Thoi ky thu dong cung da d i den h6i ket. Ban co the tam niem dieu do vao thdi ky dinh cao a ia truyen hinh khi chiing ta o ing xem mot noi dung tren truyen hinh, nhting vao thoi diem do, co kh i ban than chiing ta cung thtidng thtic nhting noi dung dd theo each nhin ciia rieng minh - "choi bowling mot nunh" 1 trong thdi gian chieu chuong t r inh truyen hinh. Ngay nay chiing ta lam rat nhieu viec khac nhau tren mang, nhting bang each doc cac bai viet, ndi chuyen tren mang hoac chi theo gtiong ciia mot so ngtidi, chiing ta cd nhieu co hdi gap gd cac ca nhan khac. Nhirng gi chiing ta da de mot mat trong nen van hda dai chiing lai chinh la nhting gi chiing ta dang the hien vdi moi ngtidi.

Ngay nay, chiing ta khong hoan toan b i phan tan, ma di ing hon la dang tai ket hop vdi nhau de tao thanh nhting nhom nhd theo cac khuynh htidng khac nhau. Gid day, nhting "ban uong nude" gan nht i hien htiu khap moi noi vdi nhieu loai khac nhau va moi ngtidi n i quyet dmh se den chiec ban uong ntidc nao. Thay v i gan ket long leo bdl chat ket d inh trung lap

1 Lay theo tieu de aia cuon sach Choi bowling mot minh: SU sup do vd hdi sinh aia cong dong My (2000) cua Robert Putnam. Trong do, Putnam da lay vi du ve choi bowling de minh hpa cho ly do tai sao su sut giam ve thanh vien trong cac td chuc dan su dan tdi sut giam mule do dan chu. M§c du so ngudi choi bowling tang len trong suot 20 nam qua, nhung so ngudi tham gia choi theo doan, doi lai giam. Hp chi choi vdi tinh chat ca nhan, khong tham gia vao thao lu |n hay tuong tac xa hpi de anh hudng tdi moi trudng dan chu ciia cac doan, dpi.

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trong nen van hoa dai chiing nhan tao, th i chiing ta co kha nang gan bo chat che vol nhau hon neu cang nhieu ngudi chia se sd thich ve von hda ngach.

Mac dii su suy vong ciia cac the che van hoa chinh thong co the day mot so ngudi d i theo khuynh hudng khep kin ciia nhUng ca nhan ciing quan diem nhung toi lai cho rang qua thdi gian, su hieu ky cung vol kha nang tiep can thong t in gan nhu vo tan se khien moi ngtidi cdi md hon, chti khong phai khep ni inh hon.

Thdi dai ciia nhting cai chung cd ve giong nht i trang thai t t i nhien ciia su: vat, song nd chi la san pham ciia cong nghe truyen thdng cuoi the ky 19 ma thdi. Trtidc do, hau het cac nen van hda deu mang t inh dia phtiting. Trong tuong lai, van hda se dua tren su chia se sd thich va nhieu nen van hda se cung ton tai song song. Van hoa dai chiing cd the ngay cang mat vai trd, nhung van hoa chung ciia con ngudi th i khong. Chiing ta van se chia se quan niem vol nhting ngtidi khac, nhting khong phai vol tat ca moi ngtidi.

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M A N H I N H V O T A N

VIDEO SAU THOI DAI CUA TRUYEN HINH

"Khong phai v i nhiing khan gia la ngudi tam thudng va ng6 ngan ma truyen hinh trd nen tam thudng, thieu lanh manh va ngd ngan. Truyen hinh chi la each thtic truyen dat, vi don gian mpi ngudi co xu hudng dac biet giong nhau d nhung sd thich tam thudng, thieu lanh manh va ngd ngan ciia minh, nhung lai vo cung khac nhau trong nhting sd thich tao nha, mang tinh tham my va cao quy."

- David Foster Wallace

Khong ai cd the hinh dung tuong lai ciia truyen hinh se nht i hien nay. Vao ngay 19 thang 1 nam 2006, Google da khai truong dich vu tien ich Google Video -mpt thi trudng Cdi dudi ddi gom nhting hinh anh dpng. Ctia hang video hao nhoang tren iTunes ciia hang Apple co the co nhieu ndi dung truyen hinh hon, nhting Google lai cho phep bat ky ai ciing cd the dtia video

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Man hinh vo tan

aia ho len trang web mien phi va dat gia ma khong ton bat ky chi phi nao.

Ket qua co the phong doan dupe la sp xuat hien a ia mot tap hpp Ion xpn, gan nhu tuy tien ve npi dung, t t i nhting mau quang cao b i cam den video ve tre em da dtipc dang tai. Tuy nhien, dieu do cung giup hinh dung ve mpt the gioi aia sp" da dang vd tan, noi video thuong mai va nghiep du canh tranh true tiep vdi nhau... va thtidng thi phan thang thupc ve nhting tay nghiep du.

Trong bat cti ngay nao, trang YouTube cung deu tai nhting video cap nhat va nd'i tieng nhat tai thdi diem do. Khi cuon trang mang xuong, ban se t i m thay cac clip cd npi dung thuong mai (tt i Bdo cdo cua Colbert den nhting lam lac a i a Britney Spears) dtipc t ron vdi nhting chp ngan ve nhirng chti cho ngoc nghech, cac chuong ttinh quang cao hai, va ca canh mpt con bach tuoc an mpt chu ca map (qua that la kinh ngac). Nhting trang tiep theo va tiep theo ntia la nhting video clip giong nhti vay: nht i canh trtipt tuyet, nhting bai hat vui nhpn va nhting ngtidi choi games rat, rat gidi.

Den mua Xuan nam 2006, nhting ngtidi t ruy cap trang YouTube da dua len mang 100 nghin doan video/ngay va nhting ngtidi xem da xem khoang 100 trieu clip/ngay bang each dua true tiep len trang nay hoac htidng dan ngtidi t ruy cap td i mdt trang mang khac nhti vao cac blog. Dieu do tudng duong vol 5 trieu gid xem video/ngay, bien YouTube t rd thanh trang mang co so dpc gia ttidng dtidng vdi mpt he thong

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CAI DUOI DAI

truyen hinh hang trung. Google da mua cong ty nay vol gia 1,65 t i dola vao cuoi nam 2006.

Ngay nay, Google Video va YouTube da trcV thanh kenh phan phoi Ua thich khong chi doi vol cac nha san xuat tac pham Cdi dudi ddi, ma con doi vol cac studio va truyen Mnh mang muon thu hut nhirng khan gia

moi.

He thong truyen thong co the giup Google Video trdi thanh ciia hang hru t r t i d t i heu, hoac don gian la noi chtia nhung thong t i n gidi thieu ve cac chuong tr inh bieu dien sap tdi . Google Video da t rd thanh nguon cung cap thong t i n cho cong dong ngudi My goc An, noi hp co the t i m thay nhung chuong t r inh Hindi von chi duoc phat song d A n Dp (dang de nghi ngd t inh hpp phap!). Gid day, nhirng nha lam p h i m A n Dp cd the biet lieu cd ai muon tra 12 dola (hoac 3 dola cho mpt ve xem phim/ngay) de thudng thUc nhting tac pham ciia hp hay khong. Ly do khong co d i i de phan phoi gid khong the bien minh cho sti cam doan ntia.

Trong khi dd, Microsoft, Yahoo!, AOL va nhting cong

ty dich vu Internet khac da bat dau m d th i trudng video cho rieng minh. Trang web ldn nhat thupc the loai nay

dang t rd thanh doi th i i canh tranh ciia truyen hinh chinh thong. So lupng ngtidi xem video ca nhac ciia Yahoo! da dtia trang web nay len v i t r i nam gitia MTV va VH1 ve th i phan khan gia. Ngay cang nhieu ngtidi

xem cac vd hai kich dtipc yeu thich ciia Jon Stewart tren mang so vol xem qua truyen hinh. Nhting chtiOng

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Man hinh vo tan

trinh video tren mang thdi ky cao diem nht i T ik i Bar TV thtidng thu hut hang t ram ngan ngtidi xem mdt ngay, ttiong dtiong so lupng ngtidi xem cac chtiong trinh truyen hinh cap ttiong doi ldn.

Vao thdi diem viet cuon sach nay, chuong t r inh The Abrams Report tren kenh t ruyen h inh MSNBC, vdi ngan sach nhieu trieu dola va nhom san xuat hang chuc ngtidi, cd so luting ngtidi xem trung binh moi ngay khoang 215 ngliin. Trong kh i dd, Rocketboom, mot chtiong tr inh hai kich mdi ttiong t t i nht i Jon Stewart duoc xay dung tren mang bdl mdt e kip chi cd hai ngtidi vol vai bang video, hai chiec den va chiec ban do bia cac-tdng, da thu hut khoang 200 nghin ngtidi xem moi ngay. Gid day, chtiong t r inh nay cung ban quang cao va chi trong man dau da thu ve 40 ngan dola t t i nam doan quang cao (spot) keo dai 30 giay/doan. Cd le con so tren khong the cao dtipc bang doanh so ciia truyen hinh, nhting chac chan cac dai truyen hinh cung them khat ty 1? loi nhuan nhieu nht i the.

ThUc te horn nay da dtipc dp" doan t t i mdt thap men trtidc, nhting phai chd den kh i bang tan rdng t rd nen phd bien th i dieu dd mdi dien ra. The he trudng thanh oing Internet va co thdi quen sti dung bang tan rpng d cac phong ky tuc xa dai hpc My gid day hoan toan co the thti thai thtidng thtic video tren man hinh vi tinh. Dii rang cang ngay thtic te cho thay hp cang khong can phai lam nht i the. Sti bung nd ciia he thdng truyen hinh gia dinh dang ket ndi bang tan rpng tdi ca phong ngii. He thdng TiVo, cac may quay video ky thuat sd

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CAl DUOI DAl

va cac chtiong trinh video-game ket noi bang tan rpng nhu: Xbox 360 dang gop phan dua nhirng noi dung tren mang tdi cac t ivi thong thudng.

Chung ta de nhan thay rang nhting mau video tren Google Video se chang the de doa bo phim truyen hinh The Sopranos. Nhting rot cupc th i phan phoi khong phai la rao can duy nhat doi vdi truyen hinh, ma chi phi san xuat chinh la mpt trong so nhting lire can. Viec san xuat chtiting t r inh CSI can nhieu thiet b i hon mot chiec camera va chi co nganh truyen thong dai chiing mdi co the san xuat nhting bo ph im do sp nhu Lost. Nhting nhting chtiPng t r inh co chi phi san xuat chi bang mot phan nho chi phi ciia chuong tr inh truyen hinh truyen thong ciing cd the thu hut dtipc khan gia. Dung chi nghi td i Nhting video hdi htfdc nhat cua My, von la tht i rat de nghi ra. Hay nghi tdi cac chuong trinh the thao dia phtiting va cac quan tam han hep hon; nhting chtiong t r inh quang cao thti v i ban muon xem hoac nhting bai thuyet t r inh d cac hpi thao ma ban

khong the tham du\

Blogger Thomas Hawk da ly giai:

Chang han horn nay toi xem chtiong trinh CSI Miami, nhung neu cuoi man co chtiong trinh tau lupn va toi lai la ngtidi dac biet ham mo mon tau ltipn, thi khi chuong trinh thi tau lupn d California dtipc truyen Uen mang, chac chan toi se xem chtiOng trinh do thay

viCSI. Neu horn nay tdi xem mpt chtiong trinh truyen hinh, nhting tdi lai thich dpc tac pham ciia tac gia Hunter

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Man hinh vo tan

S. Thompson hon xem truyen hinh va neu chuong trinh tren mang cho phep toi xem buoi noi chuyen cua Hunter S. Thompson t t i trudng dai hoc Wyoming, thi chac chan toi se xem buoi noi chuyen do thay vi CSI.

Gia sU tdi 16 tudi va ban nhac tdi Ua thich khong nam tren bang td'ng sap ma lai la ban nhac choi loai nhac skate punk1. Do dd, ddi vdi tdi, nhung chuong ttinh am nhac skate punk duoc sang tac de dang va dua len mang chac chan se thu vi hon chuong trinh American Idol.

Ngay nay, sd lupng khan gia truyen hinh trong dp tudi tu* 34 den 80, vdn la dp tudi ly tudng ve nhan khau hpc cho cac nha quang cao, da dat mUc cao nhat va bat dau cd chieu hudng sut giam, vi sUc hap dan mang tinh tuong tac cua Internet va cac games video ngay cang thu hut nhieu hon sp quan tam ciia hp. Nhin chung, sd lupng khan gia xem truyen hinh van luon cao, nen hien chua phai la thdi ky khung hoang ciia truyen hinh. Nhung thdi diem Internet t rd thanh ddi thii thuc su ciia truyen hinh dang den gan. Van de la phai t im ra each giai quyet.

1 Day la loai nhac phd bien trong mon trupt van, dong thdi pbin ldn nhirng thanh vien trong cac ban nhac skate punk cung tung la nhurig ngudi choi mon the thao nay.

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CAI BUOI DAI

C A l D U O I H I N H T H A N H

Neu ltitit nhe ngon cai de chuyen qua hang tram kenh truyen hinh so, t iv i co the tao cam giac mat tp" do. Dung la nhu vay. Dieu ma chung ta tudng tupng ve nganh truyen hinh hoa ra lai chi la mpt manh nho cua the gidi video ma thdi. Co cau cac kenh truyen hinh hien tai hau nhu chi cung cap nhung chuong trinh dupe chu trpng du de lap day khung thdi gian 24 gid trong 7 ngay. Nen kenh DIY va kenh History Channel tieng Tay Ban Nha dupe cho la du tieu chuan, trong khi kenh Halo 2 Physics Hacks hay kenh Cool Robots (NhUng chii Robot de thuong) lai chua dat dupe tieu chuan dd. Ban cho rang do la su mat mat cd the chap nhan dupe? The con bp phim an khach vao nam ngoai Project Runway tren kenh Bravo, t t i lau da bi dau thu dia ky thuat so ciia ban xoa di hay chtia bao gid dtipc thu lai?

Ngay nay, vai tro chi phdi ciia mpt so kenh truyen h inh va sti suy tan ciia t iv i la bieu hien ciia nhirng can t rd trong mang ludi truyen hinh cap. Tivi van d trong thdi ky ciia nhting chiec gia de hang chat hep, mac d i i bai hpc ve Cdi dudi ddi la sp da dang thtidng bao gid ciing tot hon. Hon mpt thap nien qua, sp gia tang dung ltipng cap khong the so sanh vdi sp phat tr ien trong sang tao video va sir gia tang so ltipng khan gia tiem nang tren mang. TiVo co the giup khac phuc phan nao, i t nhat la bang each dtia nhan t6

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Man hinh vo tan

quyet dinh la thdi gian ra khdi phuong t r inh t inh toan, nhirng chiing ta con lau md i dat den mo hinh ciia iTunes - cho phep tai xuong bat ci i ndi dung nao vao bat ky thdi diem nao.

Trong tat ca cac nganh truyen thdng truyen thong, truyen binh gid day la nganh cd kha nang t iem tang ldn nhat phai chiu tac dong ciia cac nhan to Cdi dudi dai:

• Nganh truyen hinh san xuat nhieu ndi dung hon bat ky nganh cong nghiep truyen thdng va giai t r i nao. Uoc t inh t ruyen h inh san xuat hang nam khoang 31 trieu gid ndi dung truyen Mnh. Di i rang con so nay khong nhieu bang dai phat thanh, nhung phan ldn chuong tr inh phat thanh chi la trd chuyen hoac gom cac chuong t r inh am nhac da duoc thu thanh san, nen phat thanh khong cung thuoc mpt nhom vdi truyen l i inh. Them vao do, moi nam cd khoang 115 trieu bang video so dupe ban cho cac may quay video xach tay. So lupng bang video san xuat hang nam qua la dang k inh ngac, nhung...

• Chi mpt t i le rat nhd trong so dd den dupe tay ban. ThU nhat, trung b inh moi gia dinh My bat dupe khoang 100 kenh t ivi . Mac du nghe th i cd ve nhieu - ttic la khoang 876 ngan gid phat video moi nam - nhung con so do chi bang chua day 10% lupng video dupe phat d My (khi ban t inh ca hon 400 kenh truyen hinh quoc gia n i ve tinh bang tan cao

CAl DUOI DAI

va he thong so, va tat ca cac kenh truyen hinh ciia phuong nen khap ca nude). Te hon, t r t i phi gia dinh ban co may quay video (va con so nay chi chiem khoang 15% so cac gia dinh My) va neu mot ai do danh mot khoang thdi gian roi rai cua minh de tim trong danh sach phat song cac chuong trinh va thu lai, con neu khong th i chac chan ho se de Id hau het cac chuong ttinh tivi. Mdt khi ban da bo Id mot chuong t r inh nao th i chac chan se khd co co hoi xem lai. Chi cd mpt t i le rat nho nhirng chuong ttinh dd duoc phat lai d cac kenh khac va chi mpt bp phan i t hPn nhieu dupe sao sang dia DVD.

• Thuc ra th i ty le ndi dung dupe san xuat ra so vdi noi dung den dupe tay ngudi tieu diing cao hon bat cti nganh cong nghiep nao. Cac nganh kinh doanh khac co the san xuat nhieu ndi dung - nhu nganh in an chang han - nhung nhting npi dung in nay san hon rat nhieu (xem Google). Nhung chi co truyen hinh coi nhting npi dung quan trpng ma no san xuat ra la tht i bo di. Diing nht i vay, rat nhieu npi dung da b i bd xd. Nhting khong phai tat ca va khong nhieu chtiong tr inh b i bo di sau thdi ky huy hoang.

Khong thieu nhirng con ngtidi thong rninh dang nghi each de dtia t iv i ra khoi t inh the be tac tren. Nhting dieu dd khong he de dang. Trtitic het v i phan ldn cac dai truyen hinh chi la nhirng ngtidi thue npi dung chti khong sd htiu npi dung. Dieu dd co nghia la hp khong cd quyen thu lpi t t i nhting ndi dung t t i lieu.

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Man hinh vo tan

Tham chi doi vdi nhung ngtidi sd h i fu cac noi dung truyen hinh, viec phat hanh video khong theo t n i t inh vao thdi diem phat song ban dau ciing vd ciing khd khan. Quyen ciia tac gia rat han che, tham chi con phut tap hon khi cd nhirng thoa thuan phan phoi theo khu vuc (von mau t h u l n vdi ban chat toan cau ciia Internet) va su hia chon ciing phat song. Van de ban quyen am nhac trong video cang nan giai hon. Ban muon bi€t ly do tai sao ban khong the xem cac tap phim WKRP in Cincinnati qua dia DVD? Vi the loai phim sitcom (phim hai t i nh huong) nay dien ra d trudng quay tren nen vo van cac ban nhac rock k inh dien. Se rat ton kem va khd khan de x in giay phep cho nhiing ban nhac da dupe si i dung trong chuong tr inh. (Tren thtic te, chtiong t r inh nay dtipc coi la mdt trong nhiing chtiong t r inh hit kho in thanh dia nhat bdi v i nhiing kho khan trong viec dtia chtiong t r inh nay ra thi trtiting ldn hon bat cti chtiong t r inh nao khac). Cac chtiong tr inh kinh dien nht i Married... with Children da duoc sao ra dia DVD tren nen nhac khac vdi nen nhac phat song ban dau, khien ngtidi ham md bu t boi.

TTVI NGOAI K H U O N K H O THONG THUONG

Nhting con mdt the loai video khac, ngay tti dau da dtipc sang tao de phat tren Internet. Loai video dd -von la san pham ciia si i lan truyen cac may quay video ky thuat so va cong cu san xuat h inh anh dpng tren

339

CAI BUOI DAl

man hinh - lai khong phai chiu nhirng han che ve luat phap. Von dupe san xuat ngay n i dau de chieu tren mang mien phi, nen loai video nay cung cap nguon chuong t r inh phong phu va mao hiem nhat cho thoi dai hau truyen thong.

Hay xem Barrio305, mot dich vu truyen hinh tren mang cung cap video am nhac My Latin, cac cuoc phong van va van hoa Latin d do thi . Noah Otalvaro -nha dong sang lap dich vu nay da noi: "Hay nghi den MTV. . . n h u n g b a n g t i e n g Anh-Tay Ban Nha (Spanglish)". Moi ngay, dich vu nay cung cap khoang 50 ngan phut video toi 5 ngan ngudi su: dung. Neu so vol tieu chuan ciia truyen lunh th i con so nay con nho be (am nhac My Latin khong phai danh cho bat ky nguoi nghe nao), nhung dieu ly thu nam d each thtic phat trien cua dich vu.

Trang web tren duoc xay dung dtia tren md hinh phan phdi video do Brightcove sang tao. Cd nghia la Otalvaro va nhting ngtidi anh em khong phai nghi each chuyen video cho ngtidi sti dung; ho chi viec dtia cac video do len mang nhti dang tai vao blog va Brightcove se phu trach mang phan phdi. Thuan loi hon, neu cac trang web khac mudn su: dung ndi dung aia Barrio305, hp chi vi?c copy ma HTML vao trang web aia minh va hp se cd video dd. Dang chu y, Barrio305 cung thu dtipc doanh so t t i quang cao do so ltipng ngtidi xem ngay cang tang.

Jeremy Allaire, nha sang lap ra cong ty Brightcove,

da md ta hieu ting nay nht i sau:

340

Man hinh vo t?n

Cung voi viec ngudi tieu dung do' xd truy cap Internet, bat chap dp cham i ach cua modem dial-up va cac trang web cong kenh, hp se do xd truy cap trang web nay - mpt trang web dem lai cho hp nhieu tien ich ma khong mot cong ty hay mpt nganh kinh doanh don le nao cd the lam dupe. Hp se quen rang moi lien he giua hp vdi chuong trinh video dupe thpc hien nhd cd ket noi ciia mdt hop den dupe noi vdi tivi, ma thay vao dd, hp se thudng thtic thoai mai cung mpt luc ca chuong trinh truyen hinh lan truy cap trang web bang bat ky mpt may tinh ca nhan nao.

Quan trpng hon ca, nen kinh te hpc dai chiing ca ve muc dp va pham vi ma Internet dang cung cap se dupe md rpng sang linh vpc san xuat video, linh vpc ma san xuat va phan phoi video se khong mat may cong sue, chi don gian nhti tao mpt trang web va cung la nen san sinh ra hang trieu nha san xuat va lap trinh mdi.

Chinh Gregg Spiradellis, nha dong sang lap trang web hoat hinh Jib Jab, da tting v i von: "Khan gia chinh la mang ltidi ket noi".

NGAN HON, NHANH HON VA NH6 GQN HON

Dieu dau tien dang chti y ve npi dung ciia Google Video va Barrio305 la hau nht i tat ca cac video deu keo dai toi da la 3 phut. Dp dai nay von hiem kh i thay tren truyen hinh thtidng danh thdi ltipng 30 phu t / chtidng tr inh (hoac 22 phut mpt kh i ban t r t i thdi gian

341

CAI BUOI DAI

quang cao). Thay vao do, day la dieu vo cung mdi me - mpt su hai hoa gitia xem truyen hinh thu dong va ludt web chu dong.

Khi ban nghi nhu vay, th i thdi luong 30 phut se chang co gi la ky dieu; don gian chi la each chia ke hoach phat song thanh nhieu phan bat dau va cham dtit trong thdi gian mot tieng. Ngoai ke hoach phat song, cac hinh thtic giai t r i va t in nic se xuat hien vdi bat cti ltipng thdi gian nao t t i nhting mau video keo dai 30 giay, den chtiong t r inh hoa nhac 3 tieng, th i 30 phut se chang cd gi la quan trong.

Giong nhti rat nhieu tap quan khac ma chung ta da coi la sti hia chon van hda, thdi quen cting nhac san xuat cac chuong t r inh video khoang 30 phut thtic sir phan anh sir khan hiem trong phan phoi. Den mot ngay, thdi quen do se phai nhat di, nhtiting chd cho hang loat video cd thdi ItiOng khac nhau, phan anh dtipc sti da dang ve thdi gian tap trung ciia con ngtidi cung nhti the loai noi dung phong phu, chti khong phai

sijf tien dung trong xay dung chtiong t r inh va tiu tien

quang cao.

Song dd cung con la mpt v i dp ve tac dpng doi khi gay kinh ngac ve sti chuyen dich t t i md hinh phan phoi htiu han sang vd han; nd cung chting to cho thay t t i duy khan hiem tham can co de bam re trong nen van hda ciia chung ta. Chuyen sang video bang tan rpng va cham dtit lien he vdi cac chtiong t r inh da len hch trtidc se khien dp dai trung binh ciia cac chitting trinh

342

Man hinh vo tan

ngan di. That bat ngd, no se lien quan tdi nhung gi chiing ta muon; chut khong phai nhirng gi ma cac kenh truyen hinh muon.

Tuong t t i nhti vay, sti nd'i len cua video tren may dien thoai cam tay, khdi dau bang video tren iPod va cac may dien thoai cam tay cd the quay video, se dien ra dong thdi vdi nhting noi dung video ngan gpn de xem trong luc tranh thu thdi gian khi tren dtd buyt, chd ban, hoac luc dang nghi gitia gid lam. Dac biet, cac chtiong tr inh the thao cung dtipc chia cat thanh hang chuc doan video cd thdi luting khac nhau: ca chtiong trinh, nhung diem ndi bat, cac ltipt choi cltinh, hai phut cudi...

Tdi cho rang cac chtiong t r inh 30 phut chinh cung giong nhti sd phan a ia bao giay - mot hinh thtic do sti khan hiem v§ phan phdi tao ra va gid day da qua thdi ky hoang k im. Nhu cau se dan den sti chuyen hudng sang nhirng npi dung giai t r i ngan hon nhting dai hon ve phan npi dung thtic te va sti toai nguyen tang len. Nhting nhting thdi ltipng trung binh tuy hung se khong con chd dung.

HOLLYWOOD TAI GIA

Mpt the loai video khac co the dtipc chuyen ddi trong the gidi Cdi dudi ddi la ph im anh. 0" day, chiing ta da chung kien nhirng thay ddi mang t inh dtit doan. Mpt trong nhirng chuyen bien ldn nhat t t i van hda dai

343

CAl DUOI DAl

chung sang van hoa ngach eta dien ra ni dau thap nien 80 di lien vdi sp ra ddi cua may ghi am va quan trong hon la cac ciia hang cho thue bang dia. Trudc do, so lupng ph im ma ngudi My trung hru co the xem vao bud'i to i la khoang ba den bon phim chieu tren truyen hinh, cpng vdi mot vai vd kich co the dang tr inh chieu d rap hat dia phtiOng.

Sp" ra ddi cua cac ph im video cho thue da dtia hang ngan phim den moi gia dinh vao moi toi. Ket qua la, su1 chuyen dich n i kieu truyen thdng thiic ep (du dudi hinh thUc truyen hinh hay d rap hat) sang truyen thong niu keo. Dpt nhien ngudi tieu dung dupe trao quyen tp do yeu cau bat cU mpt bp ph im nao ma hp thich, loai quyen lpc ma chi each day vai thap nien, chinh Walt Disney ciing khong the hinh dung ra dtipc.

Su m d rpng kha nang lua chpn ph im da gan lien vdi nhUng chuyen bien ldn ve chi ph i tiep can phim anh. Trttdc kia, tieu chuan se la mpt ngudi - mpt ve, th i gid day, chi vdi chi ph i rat nhd, ban cd the chieu p lum cho so lupng ngudi xem tuy thich trong gia dinh ciia minh. Trudc kia, Hollywood von khinh ghet va phan doi kich li£t budc chuyen bien nay, ro i budc phai mien ctidng chap nhan va gid day lai nhiet thanh l ing hp. (Hay nhd lai nhUng giai doan ban ph im ban

dau d cac ciia hang ban le vdi gia tU 70 dola den 80 dola - cai gia dupe t inh dtia t ren so t ien ma mpt gia dinh b inh thtidng phai tra cho buu dien de xem bp ph im minh yeu thich 2-3 lan).

344

Man hinh vo tan

Rob Reid, ngtidi sang lap ra dich via am nhac ky thuat so thoi ky dau Listen.com, da mo ta tac dpng lanh te ciia qua ttinh chuyen bien nay:

Dau thap nien 80, cong nghe cho phep don vi tieu diing co ban nhat ve phim chuyen tu* xem phim d rap sang xem phim d nha - mpt trang thai ddi hdi sp "giai thoat" so lupng ldn phim anh de dap ting nhu cau mdi ve phim. Xem phim d nha la giai phap tiet kiem ngan sach hern, nhung van con rat nhieu lpc can.

Thoat hen, ngudi ta thuyet phuc Hollywood rang se la khong diing ban chat ciia ngtidi My neu mpt gia dinh cd nam ngudi lai chi tra chua den 20 dola de xem bd phim ma hp muon (ngupc lai vdi bp phim ma kenh CBS chpn, tat nhien la mien phi - neu ban cho rang 30-40 phut quang cao se khong anh hudng chut nao den tinh than ciia ban). Ket qua la, cac smdio lap luan (va lap luan nay sai nhu thpc te da chung minh) rang mtic dinh gia va chenh lech d cap dp thap cd the dupe tinh toan tren co sd tinh mtic gia ma moi ngudi phai tra de tiep can mpt chtiong trinh truyen hinh - chti khong phai la td'ng so thdi gian va so tien ma ngtidi tieu diing tieu ton cho san pham ciia anh.

Ndi each khac, cac smdio rat kinh ngac khi nhan ra rang mpt gia dinh nam thanh vien (hay nhd khong phai la bon vi dd la thap nien 80) da tra 20 dola de xem bp pWm ET: The Extraterrestrial (ET: Sinh vat ngoai hanh tinh) trong rap se chang bao gid chiu bd ra 20 dola de thue bang ET. Hp da quen mat hai dieu: Tht i nhat la td'ng so thdi gian va tien bac ma mpt gia dinh danh

345

CAI DUOI DAl

cho phim anh se tang len kh i gia dinh do co the xem bat ky mot ph im nao ho muon, chti khong phai bat cii ph im nao dupe tiep th i trong thang do; t h i i hai va i t ro rang hon la hp da quen khong t inh rang tong so tien ma ET mang lai cung se tang len khi bp phim vuon tdi hang trieu ngtidi vo danh - nhting ngudi se khong tra 20 dola ma co the chi la 2,95 dola de xem bp phim nay.

Sp xuat hien ciia may quay va cac ciia hang cho thue bang dia da md ra thdi dai ciia sp liia chpn vo tan. Cac ciia hang nay da tang so ltipng phim cho thue vao cac toi th t i bay len hang tram lan. Truyen hinh cap ciing tang so kenh truyen hinh len hang tram lan. Ngay nay, Net f l ix cung tang ngudn cung len hang t ram lan. Internet se tang len sd lan la vd tan.

Moi kh i cong nghe mdi cho phep cd nhieu liia chpn hon, du dd la may quay hay Internet, th i doi hdi ciia ngtidi tieu diing ciing se tang len. Ndi mpt each don gian, sti liia chpn la dieu ma chiing ta mudn va rd rang la dieu chiing ta da luon mudn cd.

346

1 3

K H O N G C H I L A G I A I T R I

CU0C CACH MANG SAN PHAM NGACHSE DI DFJN DAU?

Trong chuong nay, toi se phan tich nam vi du ve Cdi duoi ddi ngoai l inh vuc truyen thong va giai t r i . Cac v i du se di tU nganh che tao sang dich vu va md rpng nguyen tac ciia Cdi dudi ddi sang cac nganh k inh doanh cd dong gop phan ldn trong cac nen kinh te ciia the gidi.

EBAY

Doi vdi mdt cong ty khdi nghiep chua day mudi nam vol y dinh ban dau chi nhu mpt t h i i nghiem nhd de xem heu Internet cd the dong vai t rd tot hon mpt ciia hang ban re nhUng do vat cii hay khong, th i su phat trien ciia eBay diing la mpt hi?n tupng. Mdi ngay co khoang 60 trieu thanh vien dang ky ban hoac mua hon

347

CAl DUOI DAI

30 trieu san pham, bien eBay thanh mot trong cac nha ban le ldn nhat the gidi - lam trung gian cho nhiing giao dich t r i gia hon 100 trieu dola moi ngay. Du so lupng san pham tuong duong nhau, nhung co su khac biet ldn giua eBay va Wal-Mart. Phan ldn hang hda tren eBay khong the t im thay tren cac gia de hang d cac ciia hang ldn truyen th6ng va phan ldn nhiing ngudi ban hang khong phai la nhung nha ban le truyen thong.

Thay vao do, eBay the hien nguyen ly ciia Cdi dudi ddi ca d khia canh san pham lan khia canh ngudi ban hang. Do la mdt md hinh th i trudng cd dien do nhirng ngudi si i dung tao nen, con ban than eBay chi don gian la tao dieu kien cho cac hoat dong dd. EBay da ap dung mpi th i i thuat ciia Cdi duoi ddi, md rpng sp" da dang den mUc khd hinh dung dUdc trudc k h i cd sp ra ddi ciia Internet. Cung gidng nhu Amazon, eBay dupe xay dung dUa tren quan niem ve kho phan phdi hang hoa: Tat ca nhUng gi eBay cung cap chi la mpt trang web ma tai do, khach hang va ngudi ban gap gd, thoa thuan gia ca (mpt niia thdi gian thpc hien thdng qua qua trinh dau gia khdi diem, mia thdi gian con lai la mua theo gia an dinh trudc). Do dd, chi phi hru kho ciia eBay bang khong. EBay ro rang khong dOn gian den mUc chi bat may t inh len va doi theo su bien ddi ciia gia ca, nhung mo hinh nay cung gan nhu vay.

EBay con la mo hinh t u phuc vu, trong do ngudi ban thiet lap mpt danh sach cac san pham ciia rieng minh, tp lo dong gdi va giii thu. Do dd, eBay co the lcinh doanh phat dat, ma sd ngudi lam viec lai rat i t . Doanh thu

348

Khong chi la giai tri

trung binh tren mpt ngudi lao dpng dat khoang 5 trieu dola, gap gan 30 lan cua Wal-Mart. Cuoi ciing, eBay con cung cap nhUng bd foe thong t in, chii yeu dudi hinh thUc t i m kiem va phan loai nhieu tang nac, giup khach hang t im dung san pham minh can.

Pham v i san pham ma md hinh eBay cung cap da vuot tren ky vpng ciia moi ngudi. EBay ro rang da dong vai tro ldn hon mdt dich vu ban hang ton kho ciia nude My. Cong ty nay ciing la nha k inh doanh xe oto cu ldn nhat va ban nhieu nhat cac phu kien oto. EBay ciing la mdt trong nhirng cong ty ban dung cu the thao ldn nhat va nha buon ban may t inh ldn nhat. Vdi viec thau torn Half.com (gom nhirng san pham co lupng tich trU qua ldn) va Shopping.com (ban cac san pham mdi tren mang), gid day eBay da md rpng t d phan dau den phan cuoi ciia Cdi dudi, ban ca nhirng san pham hit mdi nhat, nhUng s i n pham ngach xa n h i t va c i nhirng s i n

pham duy nhat.

Theo nghien cUu ciia cong ty ACNielsen nam 2005, hon 724 nghin ngudi My cho biet eBay la nguon thu nhap cliinh yeu hoac thU yeu ciia hp. 0" Anh, Nielsen phat hien ra r i n g i t nhat mpt p h i n t u mUc thu nhap ciia hPn 68 nghin don vi doanh nghiep thi i cong, n i cic ciia hieu CD den nganh dieu khac deu dua vao trang web nay. Trung binh cU moi mpt doanh nghiep dua vao eBay thue khoang chin nhan cong va gan mpt niia so doanh nghiep dd thu hon 3A lai nhuan n i trang web nay. Rot cupc, eBay la nhd tap hop cac doanh nghiep nhd.

Nhung eBay lai khong p h i i la t h j t rudng Cdi dudi

349

CAI DUOI DAI

ddi hoan hao, vol ly do ma to i va nhom sinh vien ciing cong tac ciia trudng Kinh doanh Stanford kh i nghien ciiu trudng hop eBay da phat hien ra ngay n i dau. Mpt trong nhiing cau hoi ma chiing to i dat ra la: tai sao eBay khong co nh i ing y tudng n h u d t rang web Amazon, chang han nhu khuyen nghi, danh gia ve san pham, xep hang theo gia, cham diem va nhiing bo loc tinh vi khac. Cau tra 161 la that ngac nhien, eBay thuong khong biet nhiing san pham nao dupe ban tren trang

web ciia minh.

EBay biet ai dang ban va ai dang mua, nhutig v i danh muc san pham do ban than ngudi ban lap nen va moi ngudi ban lai mo ta san pham theo each khac nhau, nen khong ton tai cai gidng nhu "doti v j hru kho" hay SKU, mac ten (so san pham duy nhat) ma hau het nhUng nha ban le sii dung de theo ddi san pham ciia minh. (Chi co mpt vai trudng hpp ngoai le nhu dia CD hay oto - nhutig san pham ma eBay khuyen khich ngudi ban si i dung mUc phan loai va thuat ngU chuan trong cac kho hang hoa ciia hp). Thieu cac thong t in d cap dp san pham, eBay khong the cung cap nhieu cong nghe bp lpc thong t i n hieu qua n h u phuong tien khuyen nghi, von da thuc day nhu cau tang len manh me d nhUng nha ban le Cdi dudi ddi khac. Hdn nUa, do ngudi ban co the gidi thieu san pham theo nhieu each khac nhau, ke ca viet sai ten, nen doi vdi khach hang se cang khd khan hdn de biet dUdc heu hp co thpc sp t i m dung tat ca cac mau ma san pham ma hp dang

can hay khong.

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Khong chi la giai tri

Thuc te do phan anh kha nang rat de b i ton thuong ciia eBay; neu khac phuc dupe diem yeu nay, eBay se la mot t h i trudng tuyet vol. Phan ldn doanh so ban cua eBay khong phai den n i nhung cu gia ban bup be Beanie Baby cu ky, ma n i gan 400 nghin ngudi ban vUa va nhd khap noi tren the gidi, nhiing ngudi sU dung eBay nhu la noi gidi thieu san pham ciia minh. NhUng phan ldn hp lai cd trang web rieng va Google Froogle, Yahoo! Shopping, va cac nguon td'ng hpp khac cung khong ngung t im cac each thUc thong minh hon de lay nhUng thdng t in can thiet n i hang t ram ngan thuong gia va tao nen mpt th i trudng ao cung cap nhiing so sanh san pham ma eBay khong cd dupe. Thach thUc doi vol eBay la lam dupe tuong n i trong pham v i dich vu ciia minh, ngan chan doi th i i canh tranh bang each cung cap nhUng bp lpc thdng t in tot hon, giup khach hang t i m diing san pham hp can va mua san pham dd vdi niem t in khong chi vao ngudi ban ma con vao

san pham nUa.

M A Y T R 0 N K I T C H E N A I D

Cd the ban khong nghi rang hien tupng Cdi dudi ddi cung hien hUu trong nhUng chiec may t rpn lam bep, nhung nd lai ton tai va tat ca deu lien quan den mau sac. KitchenAid dupe biet den khong chi vol chat lupng ciia cac do dung lam bep dang cap, ma con v i mau sac da dang ciia san pham. KitchenAid dupe xem la

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CAI DUOI DAl

mot trong nhutig th t i tao nen khuynh hudng mau sac da dang tren the gidi.

Neu ban den mot ciia hieu ban le nhu Target, ban se thay ba loai mau ciia may tron KitchenAid duoc trung bay: trang, den va mdt loai mau khac. Loai mau thU ba thudng la mau dac biet, chang han nhu mau xanh co-ban ma KitchenAid da thuong luong vdi nha ban le de ddi lay khong gian trung bay cho khong chi la hai mau ma la ba mau. So luong da dang nho khong chi giup lam ndi bat san pham KitchenAid trong sd nhUng chiec may tron khac va tang tong doanh sd ban, ma cong ty nay con phat hien ra rang them mot mau thU ba thuc su da lam tang sd luong may tron mau trang. Ly do ma KitchenAid dua ra la sU trung bay day mau sac da thu hut khach hang den vdi quay hang KitchenAid trong khu vuc ban do gia dung tai ciia hang ban le, va nhirng pham vi mau sac khac nhau lam nen net rieng biet ciia ten m d i KitchenAid ma khach hang danh gia cao. Tuy vay, mpt khi chu tam vao nhung mau sang mau, sau khi suy nghi, nhieu khach hang da nhan ra rang hp da t im lai dupe gia t r i va tran trpng mau trang cd dien, trudng ton ciing thdi gian va do chinh la san pham cudi cung hp quyet d inh mua.

Den gid th i tam on. Nhung mdi ciia hang ban le nen chpn mau thU ba nao? Va nhting mau nao KitchenAid nen mdi chao? Cong ty co mpt bp phan chuyen gia ve mau sac va nhUng chuyen gia khac ra quyet dinh, nhung can cd mpt "he thdng lpc dau tien", nen ddi hoi su tham gia ciia nhan td khach hang. Mpt k h i quyet

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Khong chi la giai tri

d inh dupe dtia ra va san pham dtipc bay tren gia th i nhirng bien so khac dtipc xet den, nhu" dieu kien trung bay va cac san pham cua cac doi thu canh tranh khac. That kho de biet duoc tai sao hp lai ban san pham nay hoac khong ban san pham kia. Chi den gan day, gan nhu da cham dtit qua t r inh chpn lpc va quyet dinh: KitchenAid se cung cap cho cac nha ban le bat ky mau nao, nhting moi nam chi co khoang t t i sau den bay mau dtipc dtia ra ban cho khach hang va nhting mau do tuy thupc vao sp hia chpn cua nha ban le.

Nh t ing t r o n g t h d i g ian t t i 2 0 0 1 d e n 2003 , KitchenAid da xay dung mdt he thong tren mang cung cap tdt cd cac mau sac - thdng thudng cd hon 50 mau vol cac mau ma khac nhau. Neu ban mua may t rpn tren trang Amazon hay KitchenAid.com, ban cd the chpn bat ky mau nao trong bang gidi thieu mau. Bao gom ca nhting ke thdng thtidng vdi mau sac tao bao chi cd tren mang nhti: mau ho tran, mau vd quyt, mau nam viet quat, mau nho, mau xanh ngpc, mau hung do, mau vang chanh va cac mau khac ntia.

Dieu thu v j la d cho kh i khach hang dtipc phep hia chpn mau tuy thich t t i bang 50 mau cua KitchenAid, hp khong chi dting lai d con so sau hay bay mau nht i nhting cufa hang ban le. Thay vao dd, hien ttipng Cdi dudi ddi xuat hien. Tat nhien la mau den va trang van la nhting mau ban chay nhat, cung vol phan ldn nhting loai khac ntia cd mat trong cac ciia hang thdng thtidng. Nhting tat ca cac mau khac ciing van ban dtipc. Moi nam, t rong bang mtidi mau dtipc tia thich nhat, xuat

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CAl DUOI DAI

hien nhung mau ma khong ai nghi rang thinh hanh.

Nam 2005, mau vo quyt nam trong so do. Khong mot nha ban le truyen thong nao dam chpn mau do va thanh that ma noi, den ca KitchenAid cung khong dam chac ly do tai sao mau do lai t rd nen thinh hanh. Nhirng nhan to co the anh hudng tdi lua chpn mau sac bao gom: nhirng do vat xuat hien trong cac chuong t r inh t iv i dtidc yeu thich, mau ma nhirng ngudi cd anh hudng ve khuynh hudng thd i trang sti dung nhu Martha Stewart hoac chi la sti thay doi mau sac theo m u a m p t each ngau nhien . Nht ing chi den k h i KitchenAid cung cap kenh thong t i n tren mang cho phep khach hang ltia chpn tU hang loat cac san pham, th i cong ty nay mdi biet khach hang cd nhu cau tiem tang ma bay lau nay cong ty khong tan dung dtipc.

LEGO

Neu ban chi biet LEGO qua le sinh nhat ciia bpn tre va qua san pham bay ban trong ciia hang do choi, thi ban mdi chi h inh dung ra mpt ntia cong ty. Phan con lai la LEGO cung cap san pham cho nhirng ngtidi dam me, t t i nhting dtia tre muon co nhieu nguyen lieu xay nha cho den ngtidi ldn, von coi gach la do de xay nhting

khuon mau cuoi ciing.

LEGO khdi dau la mot doanh nghiep dat hang qua thti , bang each chon do qua catalog truyen thong. Gid day, cong ty nay dtidc to chtic chat che hdn qua mang.

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Khong ch! la giai tri

Mpt ciia hang do choi thong thtidng co the trting bay vai chpc san pham ciia LEGO. Nhimg ciia hang tren mang co tdi gan mpt ngan san pham tir nhirng tui ngoi cho to i t ram khong gian hiiy diet Deathstar t r i gia 300 dola. Ngu ban muon biet sp" khac biet giiia th i trtiting tren mang va th i trudng ban le truyen thong doi vdi san pham ciia LEGO, hay xem danh sach cac san pham hit. Chi cd mpt vai san pham la con trong kho, chang han nhu md hinh tau vu t rp trong ph im Star Wars (Chien tranh giiia cac v i sao) t r i gia 140 dola va mpt tui to cac nguyen lieu vol gia 43 dola.

Da den luc dting lai de xem xet anh hudng ciia Cdi dudi ddi It nhat la 90% san pham ciia LEGO khong cd mat trong cac a i a hang ban le truyen thong, ma chi co trong catalog va tren mang, ndi ma nen k inh te hpc ciia luu kho va phan phoi cd ve than thien hdn vol rihirng san pham ngach. Nhin chung, nhting phan khong thupc ban le ciia nha k inh doanh nay chiem t t i 10 den 15% doanh so ban hang nam t r i gia 1,1 t i dola ciia LEGO. Nhting chenh lech lp i nhuan t t i nhting san pham nay cao hdn nhting san pham dtipc ban qua cong ty Toys "R" Us, v i khong phai chia se lp i nhuan vdi nha ban le. V i cac ciia hang tren mang cd the dap Ung yeu cau ciia tat cd ngtidi ham mp, t t i nhting dtia tre cho tdi nhting ngtidi dam me da trtidng thanh (chti khong chi la san chdi tht i cho cau be 9 tuoi), ma gia ca tren mang cd the cao hdn, t t i nhting vien gach 1 dola cho td i nhting do v | t trong p h i m Star Wars da md ta

d tren t r i gia 300 dola.

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CAI BUOI DAI

Cong viec can lam tiep theo ciia LEGO la thu hut sii tham gia cau lac bo Brickmaster ciia no vol miic phi thanh vien la 40 dola/nam. La hoi vien, ban se nhan duoc mot td tap chi day hon vdi rat nhieu du an t y lam, nam bo dd chuyen biet de bay d ciia ra vao va mdt ve tham gia trien lam LEGOland. Dd la each LEGO phan loai khach hang, t t i khach hang binh thtidng tdi khach hang dam me va LEGO cung t i m each vtiOt ra ngoai khudn khd chat hep ciia chiec gia ban le ciia thi trudng gidng nhau ddi vdi moi loai khach hang.

Sau dd, da den hie can nghiem tuc ve kha nang sang tao ciia ban. LEGO cd lich sti lau ddi trong viec cung cap cac cong cu tren mang de khuyen khich mua ban md hinh va cac d i i an phdi hop san xuat khac. Nam 2000, d i i an "My Own Creation" (Sti sang tao ciia rieng toi) da dan den cupc th i ltia chpn md hinh sang tao nhat ciia ngtidi s i i dung. Mo hinh doat giai nhat la mpt xtidng 16 ren ma LEGO cap giay chiing nhan cho tac gia va mdi chao nhu la mpt bp dd quang cao. Sau do, dp an tren con dtia ra chtiong t r inh LEGO Mosaic, cho phep ngtidi si i dung dtia nhting hinh anh ma sau dd se dtipc chuyen thanh md h inh gach LEGO hai chieu len trang web va mpi ngtidi deu cd the tai xuong.

Nam 2005, LEGO khai trtidng dp" an phdi hpp san xuat tham vpng nhat cho den nay - dd la Nha may LEGO. Nha may ao nay cho phep ban tai phan mem sang tao md hinh rieng roi dtia len trang web ciia LEGO. Khoang mpt tuan sau, ban se nhan dtipc mpt hop do nghe cd hinh anh md hinh ciia ban d ngoai bia, trong

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Khong chi la giai tri

do co tat ca cac loai gach dac biet va nhutig vat lieu niia. Dieu dac biet ly th i i la moi ngudi co the mua bo dd nghe aia ban va tren thifc te, nhieu mo hinh rat dep do ngtidi sti dung sang tao ra da duoc bay ban. Hon 100 nghin mo hinh dang dtipc thiet ke theo each do, va mot so mo hinh xuat sac nhat con duoc dtia ra vol t t i each san pham chinh thtic ciia LEGO. LEGO tham chi con tra cho ngtidi sang tao mdt so tien ban quyen nhd.

Tuy nhien, tat ca nhting dieu dd khong the lam nen Nha may LEGO. San xuat hang loat theo yeu cau ciia khach hang la tuyet vol, nhutig khi ban co 7 nghin vien gach vat heu vol 75 mau (nghia la hoti ntia trieu kha nang co the), t h i vol viec cho phep ngtidi sti dung cd toan quyen xay dung se dat ra thach thtic khien ngtidi dd b i qua tai. Do dd, LEGO da han che hia chon theo hai each. Thti nhat, moi mo h inh chi duoc xay diing bang mot loai gach, chang han nht i "vat heu oto". Tht i hai, nhting vat heu nay nam san trong cac tu i da dtiOc goi ky vol so ltidng gach nhat dii ih, nen ban se cd nhieu vat heu hdn so ban can. Neu ban khong t inh toan can than, th i mot chiec xe don gian von chi co gia 10 dola

d ciia hang ban le, se ddi gia len tdi 100 dola d Nha may LEGO, ddn gian v i sti dung nhting tu i vat lieu nay

khong hieu qua.

May man la chiing ta van cd giai phap t inh the. Nhting ngtidi dam me LEGO tap hdp co sd dt i lieu liet ke cac loai t u i vat heu trong mo i bang pha mau va lap ttinh phan mem giup ngtidi xay s i i dung nhting t i i i vat heu nay hieu qua hdn, t ranh mua phai nhutig t u i vat

357

CAI DUOI DAI

lieu ton kem chi de dung mot vien gach don le. Va LEGO da lam rat t6t viec khuyen khich giai phap nay. Nhung doi vdi hau het moi ngudi (trong dd cd tdi), giai phap nay van rat khd va han che trong thuc hien, nen LEGO dang can nhac each thUc cai tien, bat dau bang nhung phan mem thiet ke de sti dung.

Tdi da hdi Michael McNaUy, nha quan ly cap cao ve quan he gitia cac nhan mac heu LEGO rang ong co thay sti ttiong dong ve each tiep can cua cac cong ty khac trong viec cung cap cho thi trudng ngach va khuyen khich san xuat thdng qua ngtidi tieu dung hay khong. That ly thti , ong da de cap ngay den trudng hop cua iTunes cua Apple. ITunes cho phep ban tai xuong nhting bai hat rieng re chti khong phai toan bo album. Ban cd the lap mdt danh sach bai hat yeu thich rieng cho minh va chia se vdi nhting ngtidi sti dung khac, dieu dd cung gidng nht i viec ngtidi sti dung sang tao tren nhting vat lieu tieu chuan cua LEGO. McNally cho biet, "Nhting gi iTunes lam duoc trong am nhac la nhting gi Nha may LEGO dang lam cho nhting ngtidi me xay dung". Chao mting den Cdi dudi dai ciia nhting

vien gach lam bang chat deo.

SALESFORCE.COM

Btidc vao nam 2005, Mark Benioff gap phai mot tinh the te nhi. Cong ty ciia ong, Salesforce.com da t im each tiep can the gidi von di rat nham chan - ban phan mem

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Khong chi la giai tri

cho ngtidi ban hang - theo each sang tao. Thay v i lam nhu" cac cong ty khac la cung cap mpt bp dia quan ly dau moi cai dat tren may a ia cong ty mua, ong lai van hanh phan mem tren he thong may chii ciia minh va mdi chao khach hang tra phi dang ky de si i dung tren mpt tr inh duyet web tieu chuan. Ong da bien viec cung cap phan mem thanh mpt dich vu, dac biet thu hut sp quan tam ciia cac doanh nghiep nho va vtia, von chang thich th i i gi vol viec phu t tap la duy t r i phan mem ciia rieng hp. Salesforce.com lam an rat phat dat: tinh den nam 2005, cong ty da phat tr ien rat nhanh va thu hut su quan tam ciia cac cong ty phan mem lem nhu Oracle va SAP, cac doi th i i nay o i n g bat tay nhau canh tranh vol dich vu a ia ong nham ha guc

Salesforce.com

Nguyen tac tp ve thong thuong se la co gang phat trien manh hon bang each bd sung ngay cang nhieu chUc nang cho san pham ciia Salesforce.com nham duong dau vol cac ddi th i i canh tranh Ion. Thuc su th i do chinh la dieu ma thoat tien Benioff da lam. Nhung sau do, ong chpt nhan ra la co the lam theo each khac. Phuong phap cung cap phan mem tren mang se cho phep hang tram nha thiet ke nho d nhting noi co chi phi thap nhti A n Dp chang han den vol cac khach hang. Theo le thtidng th i cac cong ty khong mudn hpp tac vdi cac nha thiet ke nhd, v i sp rang phan mem che tao ra se cd loi, i t dtipc quan tam va se khong the phat trien dtipc. Bang each giup nhirng ngtidi dang ky dich vu khong phai giai quyet nhting van de phtic tap nh t i cai

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CAI DUOI DAI

dat va bao t r i phan mem, thay vao do la cung cap phan mem thong qua t r inh duyet Web ni: xa, Benioff da tao nen mpt he thong ma nhutig nha thiet ke khac co the lam tuong tp.

Ong da ting dung ly thuyet Cdi dudi ddi vao nganh kinh doanh phan mem. Ly thuyet to ra rat phu hop. Cung nhu trong cac nganh k inh doanh khac, deu co phan dau va phan dudi ciia phan mem, trong do Microsoft d mpt dau, con dau kia gom hang trieu nha lap t r inh don le, nhieu ngudi trong so hp dang d An Dp va Trung Quoc. GiUa hai dau dd la cong viec ciia vd so nhom nho cac nha thiet ke, von co each tiep can hieu qua khach hang tren toan the gidi. Nhutig van chi la md h inh phan phoi tap trung d phan dau: Su dpc quyen gan nhu tuyet doi ciia Microsoft la th i trudng cuoi ciing b i chi phoi bdl cac san pham hit.

Nhutig cung mong tp nhu trong nganh truyen thdng va giai t r i , cd ba luc lupng dang tac dpng lam thay doi kinh te hpc ciia nganh kinh doanh phan mem. Chi phi lap tr inh phan mem von da giam manh cung vol sti phd cap ciia may tinh ca nhan, lai sut giam nhanh hdn vi Internet da dtia hang trieu lap tr inh vien tai nang nhting chi phi re d An Dp va Trung Quoc den vol phan con lai ciia the gidi. Chi phi van chuyen phan mem cung thap hon vi CD-ROM da nhtidtig chd cho phtiting phap tai phan mem. Chi phi t im phan mem tot nhat cho nhting nhu cau cu the ciia ban cung chua bao gid thap den the nhd cd mang ludi ket ndi dong dao nhutig nhom ngtidi sti dung tren mang cd the cung dtia ra nhting

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Khong chi la giai tri

khuyen nghi (va ca su" ho tro") re hon chi phi cao phai tra cho cac nha t u van. Kha nang cung cap phan mem thong qua mpt t r inh duyet web dupe van hanh n i xa ma khong anh huong gi tdi may t inh ciia ban da giiip giam hon nua chi ph i - ca tren irate te va ca tam ly.

Binh thuong, nhu cau doi vol cac san pham phan mem chuyen biet luon ton tai, t t i nhting phan mem dtipc chia se tren mang, den nhting phan mem dung thti trtitic kh i mua. Nhting do thtidng khong phai la thi trtiting ldn, chu yeu do nhting van de thtidng gap nhti n i l ro, sti phtic tap va nhting chuan muc ciia phan mem phai ttidng thich k h i chay tren may t inh ca nhan va phti hop vol he thong van hanh. Mo hinh phan mem dtipc cai dat tren may chii da gpi m d kha nang giai quyet nhting van de dd, bang each de nhting nha chuyen mon x t i ly cac van de phtic tap va dung t r inh duyet web nht i mpt giao dien dong nhat cho ngtidi sti dung va tam la chan doi vo l he dieu hanh.

Cuoi nam 2005, Salesforce la cong ty dau tien khai trtidng th i trti t ing phan mem Cdi dudi ddi. Nhting nha lap t r inh thupc ben th t i ba cd the viet cac phan mem ting dung chuyen biet (chang han nht i tap trung vao kiem diem lai ket qua thiic hien hoac tuyen nhan vien). Phan m e m nay se dtipc chay t ren may chi i ciia Salesforce, va hen ket vd i cac phan mem khac ciia

Salesforce. Ngtidi ta hy vpng hang tram, tham chi hang nghin lap t r inh vien nhd hdn se dap ting tat ca cac yeu cau dac th t i ciia khach hang Salesforce, cho phep Salesforce tap t rung vao nhting nhu cau thdng dung

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CAI BUOI DAI

hdn. Noi each khac, Cdi dudi se giup ciing co Phan dau. Tinh den dau nam 2006, co hon 200 phan mem ung dung dupe ban tren th i trudng va Benioff khang dinh rang hinh dang ciia dudng cong doanh so ban cd the du doan trudc dupe. Ong cho b i l t : "Tdi tham chi rat ngd ngang. Do thuc su la md hinh hoan hao ciia Cdi duoi ddi. Het nhu trong sach vay!".

SAP ci ing nhanh chong d i theo each l a m ciia Salesforce, vdi chien luoc he thong tren mang ciia rieng minh va mot vai cong ty nhd hon ciing theo dudi mo hinh tuong t t i . Tat ca cong thtic ciia md hinh Cdi duoi ddi thong thtidng deu dtidc ap dung. Nhirng cong ty nht i vay tap hop nhting phan mem chuyen biet trong he thdng ciia iriinh va cung cap co che loc thong t in (tt i danh muc san pham hit den nhan xet ciia ngudi sti dung). Dieu do gitip mpi ngtidi t t i t in dich chuyen dan theo dtidng cong xuong nhting ting dung ciia thi trwdng ngach co the phu hpp vdi yeu cau ciia hp hPn la nhting phan mem cting nhac gidng het nhau vdn da chi phdi th i trudng ngay nay. Mo M n h nay da gan dau vdi dudi mdt each hoan hao.

Con qua sdm de nhan xet ve t inh hieu qua ciia nhting th i trudng phan mem mdi nay, nhting rd rang dd la minh chting cho thay viec giam chi ph i kh i vtion den tM trwdng ngach cd the lam thay ddi cupc choi nhP the nao. Nhu Joe Kraus, CEO ciia JotSpot (mpt cong ty phan mem khac du dinh ap dung chien ltidc k inh doanh nay) da ndi: "Cho den ngay nay, sp" chti y mdi chi tap trung vao hang chuc th i trudng ciia hang trieu

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Khong chi la giai tri

khach hang thay v i hang trieu th i trudng cua hang chuc khach hang". Joe Kraus ciing nam trong sd luong ngtidi ngay cang tang dat niem t in vao sti ndi len cua hang trieu th i trudng do.

MANG TIM KIEM GOOGLE

Thi trtidng quang cao truyen thdng la thi trudng cd dien va chay theo hit vol chi ph i cao nen ddi hdi phai tap trung vao nhom khach hang va ngudi ban cd th i phan ldn. Cach thtic hoat dpng ciia th i trtidng nay la nha quang cao, v i du nht i tap doan General Motors (GM) thtidng cd ngan sach quang cao ldn. GM thanh lap mdt cong ty quang cao cd nhiem vu thiet ke mau quang cao va sau dd, mdt cong ty truyen thdng se dua cac mau quang cao dd len t iv i , dai phat thanh, an

pham in va tren mang.

Cting hie dd, cac phtiong tien truyen tai quang cao dd lai cd stic manh kinh doanh quang cao rieng. Chiing ket ndi cac nha quang cao va khach hang bang cac phtidng tien quang cao. Neu mpi th t i dien ra sudn se, hang tr ieu dola se dtipc chuyen t t i ngtidi nay sang ngtidi khac. Tat ca cong viec quang cao chi ddi hdi stic lao dpng va chi ph i danh cho ch ip mdi cong viec ma khong dtia vao b i t cti he thdng danh gia chuan nao. Do dd, phong each ban hang va md i quan he ca nhan cd vai t rd then chot trong viec gianh dtipc hpp dong

k inh doanh.

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CAl DUOI DAI

Hau het cac muc quang cao, cho du la trong cac Trang Vang hay tran chung ket bong chay Super Bowl, deu duoc ban thong qua dien thoai hoac qua chao hang. Chi co so i t 161 de nghi quang cao dupe cac cong ty chap nhan. Trong thdi gian gan day, nhting ngtidi ban quang cao khong chi tao quan he gan gui vdi khach hang ma con dong vai tro cd van quang cao, thong bao cho ngtidi mudn quang cao each thtic hieu qua trong sti dung phtiOng tien quang cao va nghi ra each tiep can mdi de dat dtidc muc dich quang cao. Cach lam nay ttiting ddi tot nhting do chi phi ton kem nen ngtidi ban quang cao chi tap trung vao cac khach hang ldn, giau va cd tiem hfc. Noi each khac, each lam tren chi khuyen khich tang them Phan dau cua Cdi dudi ddi

Gidng nhti trong tat ca cac thi trtidng khac ma chung ta vtia nghien ctiu, phan dau cua do thi chi chiem phan rat nhd trong th i trtidng tiem nang. Nhting do chi phi quang cao theo each truyen thdng qua cao nen nhting ngtidi cd i t t iem hfc hon budc phai sti dung phtiOng tien cua rieng ho: goi dien, t i l san xuat va dtia cac quang cao ciia ho tren cac td bao dia phtiOng.

Dd la phtidng phap quang cao chii yeu ciia the ky trtitic. Tuy nhien, vao nam 2001, trang mang t i m kiem Google, phtiOng tien t i m kiem nhanh nhat the gidi luc dd md i t ron 2 mdi , da bat dau dtia ra mot mo hinh lcinh doanh phu hop hon. Do each t im Idem ciia Google hoan toan md i nen nd ciing dtia ra each quang cao hoan toan mdi . Hoc theo md hinh do Bill Gross, mot nha k inh doanh da tao ra Overture, Google da sang tao

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Khong chi la giai tri

ra mot mo hinh ma sau nay t rd thanh cong cu quang cao Cdi dudi ddi co hieu qua nhat ma the gidi ning chiing kien.

Dieu ma Google nhan ra la neu nd giam dupe phan ldn chi ph i mua va ban quang cao, th i nd se tang dupe dang ke so lupng ngudi muon mua va ban quang cao. Phan mem may t inh se giai quyet co ban van de tren, do do lam giam chi phi tham gia va tham nhap th i trudng.

Md hinh quang cao ciia Google co ba dac tinh Cdi dudi ddi quan trpng. ThU nhat, nd dupe xay dung tren each tim kiem n i khoa chti khong phai la cac hinh anh nhti chiing ta van thay, ma so ltipng t t i va cum tii th i qua la vd tan. T im n i nao ciing giong nhau - xem bieu do t im Idem (trong khoang nam 2001) do Joe Kraus, ngtidi sang lap ra trang mang t im kiem Excite, cung cap:

Cac tinh tim kigfm tai Excite (khoang nam 2001)

10 100 1,000 10,000,000 Thur tp tim kiem

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CAI DUOI DAI

Mudi t i i khoa dupe t im nhieu nhat chi chiem 3% tong so t im kiem. Phan con lai co hang chuc trieu t i i khoa. Dieu Google nhan ra la moi t i i khoa t i m kiem la mot CO hpi quang cao duy nhat: co den hang chpc trieu each bieu hien y dinh va sd thich, moi y dmh hay sd thich cd the dupe chuyen thanh mpt CO hoi quang cao ldn neu cac quang cao dupe xac chrih chinh xac bang thuat toan PageRank nhti nhiing thuat ngti trong cpng cu t im kiem ciia Google.

Nhting lam each nao de ban hang chpc trieu quang cao khac nhau? Chi cd mot cau tra Idi, dd la hay de cho phan mem may tinh giai quyet. Do dd, ky thuat Cdi dudi ddi th t i hai ciia Google la ha dang ke chi phi tiep can th i trtidng. Ky thuat nay dtipc xay diing theo mo hinh t t i dpng dPn gian va rat i t ton kem. Bat cti ai ciing cd the t rd thanh nha quang cao ciia Google bang each mua mpt t t i khoa trong cong doan dau gia tp dpng vdi gia khdi diem chi la 0,05 dola cho mpt lan nhan chupt.

Mo h inh t i i dpng khong chi gitip Google va nha quang cao ha chi phi, ma con gitip viec quang cao hieu qua hon. Google cung cap cong cp de cac nha quang cao t t i thiet ke va th t i nghiem de tao ra mau quang cao hieu qua nhat (khach hang t i m thay va truy cap vao dia chi ciia nha quang cao). Khong i t nha quang cao co t inh "van veo" n i khoa va nhai quang cao de dat dtipc mpc dich. Ndi chung, khong ai hieu cong viec kinh

doanh bang hp.

Tac dpng ciia md hinh nay la Google da tao ra nhieu

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quang cao ti phan sau ciia Cdi dudi hon bat cti cong ty nao. Ngay nay, co hang nghin nha quang cao nho chtia bao gid quang cao d bat cti dau da s i i dung Google. Bdl vi md h inh ciia Google la t t i dpng nen tiu the ve dien quang cao ldn, chi phi re va kha nang thay ddi, cai thien mau quang cao de dang khien cho cac nha quang cao dd xd s i i dung th i trudng mdi nay. Hp khong can cac m d i quan he, khong can nhan vien Google phai hen he. Ket qua la ho can it nhan vien hon va xuat hien mot md hinh ma quang cao d phan dudi cung hieu qua nhu d phan dau ciia dd th i .

ThU ba, Google tao dieu kien tot cho cac nha quan t r i mang. Trudc day, chi cd hai phuong phap quang cao chinh ddi vdi cac nha quan t r j mang. Ho hoac la thue luc luong ban quang cao de thu hut khach hang, hoac la tham gia vao mot mang ludi va phai tra chi phi t t i cao xuong thap. Giai phap ma Google dtia ra la cong nghe t i m kiem dtidc sti dung de t im quang cao phu hop ddi vdi mot t t i khoa cung cd the dtia quang cao len dja chi ciia ben lien quan th t i ba.

Ngay nay, bat ke la ban t ruy cap vao trang mang ciia Thdi bdo New York hay viet blog, ban cd the dtia vai dong theo ma HTML tren dja chi ciia ban va nd se hien tren quang cao Google - bat ke ndi dung nao ma ban cung cap. Dieu nay cung dien ra n i dong: khong can bat ct i sU cho phep hay cuoc dien thoai nao. Moi khi mau quang cao dd dtipc truy cap, ngtidi quang cao phai tra t ien cho Google va Google chuyen mot phan

tien cho ban.

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CAl DUOI DAI

Google khong quan tam ban la nha quang cao chuyen nghiep hay nghiep du, hay noi dung ban dua len phong phu hay te nhat. Neu quang cao cua ban khong co hieu qua, Google se t u dong thay the bang quang cao khac. Bdi v i cac trang mang khong khien Google phai tang chi phi nen ke ca nhirng quang cao vo bo, khong co ai truy cap cung co the ton tai. "Chi phi co hoi" se do nha quan t r i mang ganh chiu. Dieu nay tao ra each thtic rat tot de mo1 rpng th i trudng quang cao Cdi dudi ddi bao gom hang tram ngan blog.

Tai cupc hpp cd' dong dau tien cua Google, CEO Eric Schmidt giai thich tai sao ong gpi nhiem vu ciia Google la "Phuc vu Cdi dudi d d f .

Ong bat dau bang viec dtia ra mpt bieu do vdi true tung la dola va true hoanh la con ngtidi. Tap doan Wal-Mart dan dau. Phan cu6i ciia Dudi la con so 6 trieu. Schmidt giai thich:

Chung toi danh gia thi tnidng nam ngoai va tp hoi: "Chiing toi phai lam gi?" Neu ban danh gia mpt nha quang cao, ban se thay ho se la nhiing cong ty ldn nhat tren the gidi nhu Wal-Mart va cac cong ty nho nhat the gidi la cac ca nhan. Chiing toi goi do la Cdi dudi ddi Nhieu ngtidi da noi ve nd - dd la mpt y tudng thu vi.

Chung toi danh gia cao dieu nay va cho rang "Chiing ta da lam tot cho den giai doan hien nay d phan gitia - dd la cac cong ty dieu hanh tot co quy md vtia. Nhung con cac cong ty rat ldn ntia, lieu chiing ta co lam tot?" Do dd, nam ngoai chiing tdi da dua ra nhieu cong cu phu hpp cho tat cac cac nha quang cao ldn

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sii diang clich vu cua chung ta trong tat cat cac chi nhanh aia hp de tao ra nhieu quang cao bdi vi trong mo hinh aia chiing toi, quang cao tao ra kha nang du doan, tao ra su hoi tu, va cu the tiep tuc.

Con cac ca nhan, nhung doanh nghiep nho thi sao? Nhung cong ty-mpt ngudi, cong ty-hai ngudi, cong ty-ba ngudi nhu Joe va Bob thi sao? Chiing tdi da xay dung mdt loat cong cu nhd, t u ddng cho phep hp t u dpng sii dung dich vu nay.

Bang each dd, chiing tdi di theo ca hai hudng. Di ve phia sau aia do thi bang cong cu t u ddng, chiing tdi nham vao cac nha quang cao d phia dudi muc chuan theo each quang cao truyen thong. Di ve phia trudc ciia do thi, chiing tdi nham vao doanh nghiep rat ldn va chua bao gid cd cd hdi tiep can cac dich vu tren mang.

Schmidt sau dd giai thich vdi tdi viec hang trieu khach hang cd quy md vtia va nhd tao ra th i tr t idng quang cao khong lo Cdi dudi ddi nh t i the nao:

Dieu ngac nhien ve Cdi dudi ddi lai la Phan dudi cd dp dai nhti the nao va con cd bao nhieu doanh nghiep chtia the quang cao theo each truyen thong. Nhan thtic rang cac doanh nghiep nhu ciia chung tdi cd the tao ra ddng gdp Pareto1 luon am anh tdi hon bat cti ai. Dieu nay da dtipc cac nha khoa hpc chi ra t t i lau, nhting khong dtipc chti y. Khi danh gia ve cong viec ciia chiing tdi, chiing tdi ket luan rang minh da lam tot doi vdi khach hang d phan gitia. Sau khi doc bai

1 Xem chii thich d chuong 9, trang 277.

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CAI DUOI DAl

bao tren tap chi Wired, chiing toi quan sat Phan dudi va tu hoi: "Chiing ta phai khai thac co hoi nay nhu the nao?"

Hay nhin vao do thi Pareto trong thuong mai quoc te tinh theo loi nhuan. D i n dau la tap doan Wal-Mart. Vay dung cuoi la doanh nghiep nao? Hoa ra do la mpt ngudi ban ro of An Do chuyen ban cac san pham tu lam. Phan duoi ciia do thi gom khoang 1 t i ngudi, ctiinh la GDP ciia the gidi. Hay bat dau t t i phan cuoi dd thi va di ngupc len den khi ban gap ngudi cd the tiep can Internet. Hp la nhung ngtidi dtipc giao dpc, la nhung doanh nghiep nhd va muon quang cao san pham ciia hp. Sau dd chung tdi t t i hdi: "Md hinh ciia chiing tdi cd the cd lpi gi doi vol nhting ngudi nay trong viec nang cao loi nhuan ciia ho?" Cau tra ltil la neu chiing ta tao dieu kien cho ho md rpng thi trudng ra ben ngoai khu lang ciia ho, hp se tiep can thi trtidng ldn hon, cd nhieu dat hang hon, gia ca canh tranh hon...

Cd rat nhieu ly do tai sao dieu nay dien ra cham, chii yeu la do co sd ha tang. Cd the ndi chiing ta da bd qua 90% doanh nghiep, ttiotig duong 100 trieu doanh nhan. Con so tren ldn den mtic neu ban cat di phan ldn ciia mieng banh thi dd van la mdt thi trudng khong lo.

Lpi nhuan hang nam ciia Google hien nay la hon 5 ti ddla/nam va tang len gap ddi sau moi chin thang. Mac dti phan ldn lpi nhuan xuat phat t t i phan trtitic ciia do th j song phan ldn khach hang lai d phan dudi, dieu dd cho thay phan ldn tang trtidng trong thdi gian tdi se den t t i phan dudi. Va Google th i chi vtia mdi bat dau.

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Mot trong iihung dieu th i i v i ve Google la no dang khai thac Cdi dudi ddi theo bao nhieu each. Nhu da tr inh bay d phan trudc, Google la ngudi khdng id ve quang cao, tao ra th i trudng vdi so luong ldn cac nha quang cao va cac trang mang tai quang cao. NhUng Google con ndi tieng hon vdi t u each la ngudi khdng id v l thdng tin va each nd sang tao ra ky thuat thoat khdi

md hinh cti.

Mdt trong nhting van de ma he dieu hanh iTunes ciia may nghe nhac Apple gap phai la nd ttiong ddi han che ve the loai am nhac. Dieu tuong t t i cung xay ra trong l inh vpc thdng t i n - thdng t in co the dudi dang t t i ngti, nhting cung cd the bieu hieu trong nhirng dang khac. Google nhan ra rang cac dang khac nhau ddi hoi dinh dang khac nhau. Neu t i m kiem mot dia diem, ban p b i i t im mpt ban dd. Neu t i m kiem hinh anh, ban phai tim mpt dmh dang anh. Neu t i m kiem mpt doan video, cd the ban mudn t i m mpt clip. Md hinh cti khdng the giai quyet cac van de tren. Google dtia ra cac the loai t im kiem khac nhau: Google Local (dia diem), Google Scholar News (cac cong t r inh nghien ctiu hpc thuat), Google Maps (ban dd), Google Product Search (san pham), Google News ( t in ttic), Google Book Search

(sach), Google Video (bang hinh)...

Hien nay, vdi viec Yahoo!, Microsoft va cac cong ty khac theo chan Google, t h i tr t idng t i m kiem se dtipc phan thanh cac th i trt idng nhd hdn ttiy theo nhu cau khac nhau. Moi san pham t im kiem ciia Google cd dmh dang rieng va lay ra t t i kho d t i lieu ldn cho phep t i m

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CAI DUOI DAI

thay ket qua htiu ich va phu hop. Noi each khac, no t u dieu chinh cac lenh t im kiem de dua lai ket qua phu hop nhat doi vol tting each the hien.

Y nghia ciia dieu nay la neu ban biet dtiOc ban dang muon t i m ki§m dieu gi va neu ban si i dung phuong tien loc va co t inh phan loai, ban se t i m duoc ket qua tot hon so vol each t i m thong thudng. Ket qua cang nhu y, con ngudi cang t i m each khai thac, cang lam cho Cdi duoi ddi t rd nen dai hon.

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1 4

Q U Y L U A T C A I D U O I D A I

LAM THE" NAO Dii TAO RA M0T THIEN DUONG DANH CHO KHACH HANG

Bi mat de tao ra mot the gioi k inh doanh Cdi dudi ddi thinh vtiting co the dtiOc torn tat bang hai m £ n h lenh:

1. Hay giup ngtidi tieu dung tiep can tat ca moi san pham.

2. Hay gitip to i t im ra bat cti th t i gi ma toi muon.

M£nh l£nh thti nhat noi de hon lam. Chi co hdn mot chuc bo ph im trong tong so 6000 bo ph im tai Lien hoan p l i im Sundance thtidng nien la dtiOc t r inh chieu rnien phi , hau het so con lai khdng dtidc phep chieu ngoai lien hoan bdi v i ban quyen am nhac khdng cho phep dieu dd. Dieu dd ciing dung doi vd i hau het chtidng t r inh t iv i tren mang: viec giai quyet ban quyen DVD va ban quyen am nhac qua ton kem.

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CAI DUOI DAI

Cac quyen ttiong ruf o ing lam cho viec cong bo rpng rai am nhac co dien va games t rd nen khd khan va be tac. Chi den kh i chiing ta t im dupe each xda ban quyen ciia tat ca ban nhac va tat ca phan quy dinh tren catalog mpt each khdng suy nghi, t u ddng va trong tat ca cac nganh cong nghiep th i nhting rao can ve luat phap mdi khdng gay t rd ngai doi vdi su ldn manh ciia Cdi dudi ddi.

Dieu can thiet th t i hai la tang toe dp. Ap dung cac bp lpc ket hpp va danh gia ciia khach hang, cac trang mang si i dung pham mem thdng minh dang dtia ra gpi y doi vdi khach hang de lam cho Cdi dudi dai hon. Dieu nay khac vdi each tung hting hay mo hinh vtia dap ting nhu cau chung, vtia dap ting th i hieu ca nhan. Phtiong phap lanh doanh Cdi dudi ddi coi tat ca khach hang la nhting ca nhan, dap ting nhu cau ciia tat ca khach hang thay vi chi tap trung vao nhom khach hang ldn.

Trong nganh giai t r i , su" gdi y cd hieu qua ldn trong viec quang ba san pham, cho phep cac bp ph im von i t dtipc biet den va cac ddng nhac ngoai ddng chii ltiu t im dtipc ngtidi thtidng thtic. Doi vdi khach hang, each lpa chpn dtipc don gian hda dua tren mpt gpi y tot se lam tang t inh kham pha va khoi lai niem dam me doi vdi am nhac va ph im anh, gitip tao ra th i trtidng giai t r i rpng ldn hon. (Trung binh, moi khach hang ciia Netf l ix thue bay dia DVD moi thang, cao gap ba lan binh thtidng). Lpi ich cpng htidng ve van hoa la tao ra sti da dang hon, lam dao ngtipc tac dpng dpa tren

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Quy luat cai duoi dai

thuong hieu cua ca mpt the ky gap kho khan trong phat hanh va dat dau cham het cho sp1 thong t r i cua van hoa hit.

Bay gid ban da co cai nhin tong the, sau day la chin quy tac de thanh cong trong ky nguyen Cdi dudi ddi:

GIAM CHI PHI

Quy tac 1: Tang... hay giam kho hang

Nhirng ngon lUa thap sang con dudng mon (Gop gio thanh bao). Trudc day, cac nha kho ldn, tap trung da dat dupe hieu qua cao trong mo h inh giao hang

theo don dat hang qua dudng buu dien. Ngay nay, cac bp phan phu trach k inh doanh tren mang ciia cac

tap doan Wal-Mart, Best Buy, Target va nhieu tap

doan khac dang sii dung cac mang ludi nha kho hien

co ciia cac tap doan de dua ra so lupng hang hda ldn hon trong kho ciia rieng hp rat rihieu, bdi v i mang ludi

hang hda tap trung tao ra hi£u qua hon cac kho chUa

hang rieng le.

Nham dua ra rihieu san pham hon, cac cong ty nhu

Amazon da m d rpng "kho hang ao" - tUc la hang hda thuc te dupe dat tai cac nha kho ciia cac doi tac nhutig

dupe t rung bay va ban t ren dia chi cua Amazon. Chtidng t r inh Marketplace ciia Amazon dang lien ket cac loai hang hoa ciia hang nghin nha ban hang nhd.

Chi ph i ciia Amazon: bang 0.

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CAI DUOI DAl

Kho hang so - nhif iTunes - la each lam co chi phi i t nhat. Chiing ta da chiing kien hieu qua ciia qua trinh chuyen doi tir viec chuyen chd bang tau cac dia rihtia, den viec so hoa cac san pham am nhac. Dieu nay se sdm xay ra trong nganh dien anh, games video va games t iv i . Da qua thdi chi co t in nic ciia bao giay, phat thanh tren mang th i dang thach thiic nganh phat thanh truyen thong va ai biet dude la ban dang doc cuon sach nay tren mpt man hinh nao do? Loai bd han che ciia hang hoa vat the hay nhiing can t rd ciia dai tan trong cong nghe truyen phat la each hviu hieu de giam chi phi, tao ra mpt loai thj truong ngach hoan toan mdi.

Quy tac 2: Tao dieu kien de khach hang lam viec

Md h inh "San xuat ngang hang" da tao ra eBay, Wikipedia, Craigslist, MySpace, va da cung cap cho Netflix hang t ram nghin Idi gidi thieu pl i im. Trong khi dd, dich vu n i ddng cho phep Google ban quang cao va Skype dang ky 60 trieu ngudi diing trong 2 nam n id i . Ca hai v i du tren cho thay khach hang da san sang lam viec cho cac tap doan mdt so cong viec ma dang ra hq phai tra tien. Day khdng phai la thue lam ben ngoai, ma la "thue cong chiing lam".

Lpi ich ciia viec tren khdng chi d khia canh k inh te ma con d cho khach hang co the lam cong viec tot hon. Ldi gidi thieu do khach hang tai len mang thudng day di i thdng tin, sue tich va quan trpng hPn la dupe nhting khach hang khac t in nhiem. Ve td'ng the, khach hang

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Quy lu§t cai duoi dai

khong b i han che ve thoi gian va cong siic; chi co each thiic "san xuat ngang hang" la co kha nang m d rdng toi eta Cdi duoi ddi. Doi vol dich vu t u dong, cong viec dUOc nhiing ngudi quan tam nhat den van de nay thuc hien va chi nhting ngtidi nay biet hp muon gi.

TU DUY VE THI TRUONG NGACH

Quy tac 3: Mpt each phan phoi la khdng du

Mpt so khach hang cd y thich di mua sam tai ciia hang. Mpt so muon mua hang tren mang. Mpt so muon t im hieu tren mang va mua tai ctia hang. Mpt so muon mua ngay, so khac lai muon chti. Mpt so mua d ctia hang gan, so khac mua ctia hang xa. Mpt so san pham cd nhu cau tap trung, so khac cd nhu cau rai rac. Neu ban chi tap trung den mpt loai khach hang, ban se cd nguy cd de mat cac nhom khach hang khac.

Nghe cd ve giong nhti chung ta dang d trong the gidi sieu vat ly, nhting th i trt idng Cdi dudi ddi se lam bien ddi thdi gian va khdng gian. Nd se khdng bi han che bdi yeu td dja ly hay thdi gian, sd thich cua con ngtidi. Lpi the cua iTunes chu yeu la do trang mpng nay cd the tai nhieu san pham va phuc vu 24/7.

Ngay nay, ban cd the xem CSI t ren t i v i , bang h inh theo yeu cau, ta i nhac iTunes, DVD (mua hay thue), va h inh ky thuat sd va xem bang bat ct i phtiOng t ien nao, t t i man h inh t i n h the long hay Sony PSP. Cung nht i vay vd i cac chtidng t r i n h phat thanh, ban cd the

377

CAI BUOI DAl

thu dtipc qua song phat thanh mat dat (true tiep hay phat lai), phat thanh ve t inh, qua Web, ta i len mang va neu muon la qua t h u dien n i . Su da dang cac kenh truyen thong tao dieu kien khai thac to i da th i t rudng nay.

Quy tac 4: Mot san pham la chua du

Ngay trudc chi cd mot each de mua nhac la mua album CD (nhung chi ban dtipc so luong CD rat i t , den n6i mot so nghe si san sang cho khdng). Bay gid hay xem su lUa chpn tren mang: album, ca khuc don le, nhac chuong, doan nhac mien phi 30 giay, nhac hinh, nhac remix, doan nhac remix cua ai do, nghe true tiep hay tai xuong, vol nhieu the loai va mUc dp khac nhau.

Umair Haque gpi do la "Sp phan nhd san pham". Cang ngay, chien lupc gianh chien thang cang nham chia np i dung thanh cac phan nhd de khach hang thudng thUc moi bp phan theo each rieng cua hp, ciing nhu pha tron vol npi dung khac de tao ra dieu mdi me. Bao chi ciing bi phan nhd thanh cac bai bao rieng le, sau dd cac bai bao nay dupe lien ket vdi nhau bdi mpt trang mang chuyen biet hon de tao ra mpt san pham khac, cd t inh tap trung hon t t i cac nguon khac nhau -cac blogger dong vai t rd nht i mpt DJ, pha t ron thong

t in de tao ra nhting npi dung mdi.

Trtidc day, chiing ta da chting kien dieu tticfng t t i trong qua t r inh phan tach nhan hieu va san sap - hang chuc loai ntitic sot m i spaghetti t rdn vdi nhau de tao

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Quy luat cai duoi dai

ra huong v i doc dao. Gid day, hien tupng nay xuat hien 6" moi noi, tU cac nhan vat va dp kho ctia games video (tao ra games cua rieng ban) den viec ban each nau mpt mon an trong mpt lan nau an. Moi sp ket hpp nhu vay sU dung mang ludi phan phoi khac nhau td i moi khach hang khac nhau. Mdt phuc vu mpt, nhieu phuc vu nhieu.

Quy tac 5: Mot muc gia la chua du

Mpt trong nhUng nguyen ly dupe biet den rdng rai nhat trong k inh te hpc v i md la sUc manh ctia sp l inh hoat ve gia. NhUng ngudi khac nhau mong muon tra gia khac nhau vi nhUng ly do khac nhau, nhu hp cd bao nhieu tien va cd bao nhieu thdi gian. Tuy nhien, cung giong nhu ly do dua ra mdt loai san pham trong thi trudng truyen thong, thudng cung cd ly do phai dua ra mpt gia, hay it nhat la mpt gia trong cung mpt thdi gian. Nhung trong th i trudng cd nhieu san pham, viec dmh gia l inh hoat la mpt ky thuat co hieu qua de toi da hda gia t r i ciia san pham va quy md th i trudng.

Vi dp, eBay dua ra h inh thUc dau gia (thudng gia thap hon nhung su phien toai va dp khdng chac chan cao hdn) hay "Mua ngay" (gia cao hon). Ngay ca iTunes, von trudc day dua ra mpt gia cung nhac la 0,99 dola / san pham, se giam gia neu ban mua cac bai hat trong cung mpt album. Rhapsody tham chi con di xa hon, dua ra gia th t i nghiem tU 0,79 dola den 0,49 dola va nhan thay rang giam gia mpt nUa se ban dupe san

pham gap ba lain.

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CAI DUOI DAI

Doi vol san pham am nhac hay bat cu san pham nao khac kh i chi phi san xuat va phan phoi giam dan ve 0, mo hinh kinh doanh tot nhat la dua ra gia ca l inh hoat. Cac nha ban le co the nang gia doi vdi cac mat

hang dupe Ua thich nhat va giam gia doi vol cac san pham i t hit hon. Tai sao dieu nay chUa dien ra? Bdi v i viec dua ra gia khoang 0,7 ddla/bai hat chti yeu la de

tranh "xung dpt" vol viec ban dia CD am nhac van dupe

coi la tao ra lpi nhuan ldn. Mpt ngay nao dd, viec dmh gia se t rd nen l inh hoat hon, cho phep cac nha ban le

thu hut khach hang d phan cuoi ctia Cdi dudi.

M A T KIEM SOAT

Quy tac 6: Chia se thdng tin

Su khac nhau giUa mdt gia chUa day cac san pham giong nhau va mpt kho san pham "xep loai dua tren

tieu chuan ban chay" chinh la thdng t in . Trong mpt trudng hpp, ciia hang biet san pham nao ban chay nhat

nhung khong ndi vdi khach hang. 6" trudng hpp khac,

hp noi vdi khach hang. Dieu nay cung dung vdi viec

"phan loai theo gia ca", "phan loai theo Idi gidi thieu"

va "phan loai theo nha san xuat". Tat ca thdng t in tren

deu de t im, van de la lam the nao de chia se cd hieu

qua nhat vdi khach hang. Cang nhieu thdng t in cang

tot, nhung thdng t in chi nen dua ra de giup hia chpn

tot hon chU khdng phai de gay nham lan.

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Quy luat cai duoi dai

Tuong tu", thong t i n ve viec mua hang kh i chuyen thanh goi y cho khach hang co the la mot cong cu quang cao manh. Thong t in co chieu sau ve san pham, n i gioi thieu den cac chi so, co the tra 161 cac cau hoi ma neu khong duoc giai dap se khien khach hang n i choi mua. Viec giai thich tai sao mot khach hang duoc cung cap mot loat goi y se lam tang niem t in doi vol he thong va giup khach hang si i dung no hieu qua hon. SU minh bach co the tao ra niem t in ma khong ton mpt

xu nao.

Quy tac 7: Hay nghT "va", dung nghT "hoac"

Mpt trong nhUng bieu hien a ia loi t u duy ve su khan hiem la gia thiet cho rang th i trudng co t inh dupc/mat. Noi theo each khac, do la mpt sai lam cho rang tat cat mpi thU dupe lua chpn hoac la co, hoac la khong. Dua ra mau san pham nay hoac dua ra mau san pham kia. Ban mau sac nay hoac ban mau sac kia. Con tren gia ban hang hoac cac kenh truyen hinh, cU t u nhien ma

sinh ra t inh trang chi co mpt san pham cho mpt vi t r i . Nhung vol nhUng th i trudng cd t iem nang vd tan th i chien lupc diing dan la luon phai dua ra tat ca cac san

p h a m

Van de dat ra doi vo l su hia chpn la nd ddi hdi phai

phan bi?t. Nhung qua t r inh phan biet lai ddi hoi thdi gian, nguon luc va kha nang suy doan. A i do phai quyet d j n h dua tren mdt tieu chuan nao dd, de thay thU dupe lua chpn cd the tot hon thU khac. Dieu nay

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CAl DUOI DAI

co the dung d cap vi mo, nhung thudng khdng dung d cap v i md. Hay xem xet hien tudng "quay lai ni: dau" doi vdi cac dia DVD. Mac d i i hau het moi ngudi thich loai dia co ket thiic b inh thudng nhung luon cd ngudi thich dia quay lai n i dau khi ket thuc. Gid day, ngudi ta cd the cd ca hai hia chpn. Md rong ra viec lua chon ngon ngU, kieu man hinh chuan hay man hinh rdng va tham chi cac the loai phim khac nhau vol nhieu mUc xep loai (PG, PG-13, R, khdng kiem duyet1) - tat ca cac lua chon deu duoc khach hang nao do sii dung, mac du cd nhiing su lua chon chi thu duoc thieu so khach hang.

Tat ca nhung "su hia chon phu" dd cd duoc la do kha nang luu t n i ldn ciia ciia DVD, cho phep cac dao dien "phung phi" d' dia vdi noi dung von khdng bao gid co trong cac dia truyen thong, nhu kieu man anh nha hat hay kieu bang video. Dieu nay cung dung doi vol th i trudng so tren mang, noi ma viec giam gia va tang t n i luong bao dam rang du ban muon bat cU dung luong nao, ban se cd va cung vdi thdi gian se co mien phi . Kha nang luu t n i cang ldn th i ban cang it phai phan biet trong kh i si i dung. "Va" la quyet dmh de hdn "hoac" rat nhieu.

Mpt so tii viet tat do Hiep hpi dien anh My quy dinh cho cac doi tupng khan gia, chu yeu la gidi han vdi tre em doi vol cac phim co canh bao luc, noi tuc, sii dung ma tuy va tinh due: PG (Parental Guidance) - phim tre em co the xem vdi sU chi dan ciia cha me; PG-13 - tre em dudi 13 tudi khong dupe xem; R (Restricted) - gidi han tre em, chi dupe xem neu ngudi ldn cho phep.

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Quy lu?t cai duoi dai

Quy luat 8: Tin tudng thj truong lam viec giup ban

Trong th i trudng khan hiem, ban phai t inh xem se ban cai gi . Trong th i trirdng du" thiia, ban chi can diia ra san pham va chd ddi th i trirdng liia chon. Sir khac nhau giira "lpc trudc" va "lpc sau" la viec suy doan vdi viec Udc tinh, va Udc t inh th i chinh xac hon suy doan nhieu. Thi trudng tren mang se khdng co gia t r i neu khong cd duoc kha nang Udc t inh tuyet vdi ciia dam ddng. Bdi v i ho cd nhieu thdng t in nen se tuong doi thuan lo i trong so sanh hang hda va truyen ba sp lua

chpn ciia minh.

Chang han, cac dung cu lpc ket hpp la Wnh thUc quang cao san pham dua tren th i trudng. Xep loai theo mUc dp Ua chupng la t in hieu khac ciia thi trudng, dupe khuech dai bdi hang loat phan hdi truyen mieng. Sp xep loai phan anh quan diem chung, dupe lupng hda de tao dieu kien cho viec so sanh va phan loai cac san pham de dang hern. Tat ca cac cong cu nay cd the tao ra sU da dang cd y nghia ddi vdi khach hang ma khdng cd nha ban le nao can phai suy doan xem san pham nao se ban chay. Bai hpc: Diing suy doan; Hay Udc t inh

va hanh dpng.

Quy tac 9: Hieu rd sue manh ciia tu do

TU do la tieu cue v i nd gay ra t inh trang an cap ban quyen va cac l i inh thUc khac lam mat gia t r i ciia san pham. Tuy nhien, mpt trong nhung dac diem quan trpng ciia t h i trudng sd la nd cho phep sU tU do, bdi v i

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CAI DUOI DAl

chi phi gan nhu bang khong nen gia ca cung co the gan bang khong. Thuc te da ton tai nhifng hinh thtic k inh doanh nhu the tren mang, nhu Skype va Yahoo! Mail. NhUng trang mang nay cho phep ngudi sU dung dung hop thu mien phi, sau dd thuyet phuc ho nang cap hop thu bang each tra tien de nhan duoc "uu dai" la horn thu co chat lupng va hinh thUc tot hon. Do dich vu so rat re nen so khach hang dung mien phi hau nhu khdng gay ton kem bao nhieu cho cong ty de ho bien mdt phan rat nho trong sd khach hang nay thanh nhUng khach hang tra tien.

Vi du, cac doan clip 30 giay, doan hinh anh gidi thieu dupe dua len mang bdl v i chi phi rdt thap. Cac nha san xuat games thudng tang ngudi choi mdt sd phan demo, sau dd neu thich, hp se phai dang ky de chPi mUc tiep theo. Nam 2005, tap doan Universal dua len mang m i i n ph i mdt doan clip dai 9 phut ctia bp phim Serenity (mpt bp ph im khoa hpc vien tudng). Tai sao lai nhu vay? Bdl v i tap doan nay co the lam dupe dieu

dd do chi phi cua viec dua len mang gan 10% thdi lupng ctia mpt bp ph im hau nhu khdng dang ke so vol gia t r i quang ba ctia viec dan dp mpt khach hang va dua

ra mpt cau chuyen hap dan va chd anh ta den rap chieu phim.

Hau het t iv i hien nay la mien phi va dung thu nhap

tU quang cao de bu lai. Tuy nhien, cac mang van t i m

each thu tien, mac du chi ph i san xuat do cong ty truyen thong tra va chi phi dua len mang thap. Tai sao

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Quy luat cai duoi dai

chiing ta khong cung cap m i i n phi, chieu n i dau den cuoi (chii khong phai la ngat giiia chiing) roi quang cao hoac t i m them khan gia de quang cao san pham? Suy cho ciing, trong th i truong d u thUa co t inh canh tranh, gia ca thudng cd xu hudng dua tren chi phi . Nhd cd sUc manh ciia k inh te hpc ky thuat so, chi phi lai dang

giam xudng.

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1 5

C A l D U O I D A l M A R K E T I N G

LAM THfi NAO BE* BAN CAC MAT HANG VON KHO BAN

Vao dau mua xuan nam 2006, mpt nhom nhan vien lap ke hoach cua cong ty quang cao Campbell-Ewald d vung ngoai 6 Warren thupc thanh pho Detroit da xem mot doan quang cao tuong tac tren mang rat ky la (va thanh cong mpt each ky la) la "Subservient Chicken". Hp tp hoi rang li£u co the tao ra mpt doan quang cao giong nhu vay cho oto hay khong. Khong phai cho bat cU loai xe nao, ma la cho xe Tahoe SUV ciia hang Chevy, loai xe da ning mang lai Wong lai cho cong ty me ciia Chevy la GM1 trong gan mpt thap nien qua, nhUng luc do dang gap nhieu kho khan do gia xang len toi 3 dola/ gallon.

Cong ty Campbell-Ewald da phu trach mang quang cao cho Chevy t i i kh i hai ong Cambell va Edwald gap

1 Ten viet tat ctia General Motors, tap doan oto ldn nhat nude My.

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Cai duoi dai marketing

Louis Chevrolet vao nam 1914. Cong ty quang cao nay gid day can chiing to rang no khong chi hoat dpng tot trong qua khii , ma con co the ke thiia xiing dang nhiing di san trudc day. Nhutig co mot dieu ro rang la nhutig giai phap thong thudng - dua qua nhieu quang cao ve dtd tren truyen M n h - se khdng mang lai hieu qua. ThU nhat, quang cao tren truyen hinh to ra khdng hieu qua nhu tnidc day. Cong ty t u van McKinsey d u doan rang den 2010, quang cao tren truyen Wnh se chi cd hieu qua bang mdt phan ba so vdi nam 1990 do chi phi tang, so ngudi xem giam xuong, nhieu h inh thUc quang cao khac phat tr ien va kha nang bd qua cac doan quang cao do sU t rp giup ciia TiVo. ThU hai la mpt so van de khac ndi len nhu chien tranh Iraq, bien ddi kh i hau va mpt lan song ve mdi trudng lan nhanh khap dat nude, tat ca da khien cho viec ban mpt chiec xe ngon xang cd dpng cd nd vang ren t rd nen khd khan

hdn bao gid het.

Nhom lap ke hoach Campbell-Ewald da hy vpng rang giai phap cho viec ban xe Tahoe phu thupc vao viec sii dung Web. Dd khdng chi la v i viec quang cao tren mang cd t inh tudng tac, do vay se thu hut dupe su tham gia ldn hdn quang cao tren truyen hinh vdn cd tinh thu dpng, ma con giup tiep can nhiing khach hang khdng con quan tam td i truyen h inh nUa. Thdi ky ma truyen h inh thdng t r i ddi song ciia nude My da t rd thanh qua khU. Nhom ddi tupng ma quang cao nham vao la nam gidi tudi u i 18-34 dang ngay cang danh nhieu thdi gian hdn de ludt mang, chdi games va khong

387

CAI DUOI DAI

con quan tam den cac chuong t r inh truyen hinh. Ni i gidi t rong do tudi tren cung dang d i theo khuynh hudng tren. Ban cang co nhieu tien th i cang co thien hudng xem cac chuong trinh truyen hinh theo thdi gian rieng ctia minh nhd su t ro gitip ciia TiVo hay hop truyen hinh cap - va cd the khdng xem cac chuong t r inh quang cao.

Nhom Campbell-Ewald da t inh toan nhu sau: thuong hieu ciia Chevy la "Mot cuoc each mang My". Vay th i hay lam mdt dieu gi do mang t inh each mang! Nhung quang cao tren mang - nhu "hay lai oto bang each nhap chuot" - la chua di i . Can nang cap chung len -can td chUc mot cupc th i tren mang xem ai cd the tao ra mpt doan quang cao tdt nhat tren truyen hinh cho chiec xe Tahoe. Cong ty Chevy se cung cap video clip va am nhac - chii yen la cac doan quang cao thong thudng, nhu doan bang ve mpt chiec Tahoe lao nhanh tren mpt tuyen dudng vang, dUng lai ben bd vach da cd phong canh dep; hay mdt sd lai xe lai nhung chiec Tahoe td i mpt khung canh dep hoang so tren con dudng go ghe. Nhung ngudi t ruy cap cd the t ron va thay ddi bdi canh hay them phu de. SU siia chUa qua mang ddi vdi doan quang cao 30 giay la y tudng co

t inh each mang thuc s u

Bat dau vao thang 3, cupc th i da dien ra trong bdn man sau do. Trong cac quang cao dupe phat tren t ivi trong mpt tap phim dac biet ciia series The Apprentice, k h a n gia dupe h u d n g d a n vao t r a n g m a n g Chevyapprentice.com de sang tao cac doan quang cao

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Cai duoi dai marketing

sii dung h inh anh va cac cong cu bien tap don gian. Cuoc th i do da thu hut hon 30 nghin hfdt tham gia, vol da so nhiet tinh ca ngoi nhieu diem manh cua chiec Tahoe - nhting chiec ghe co the xoay thoai mai, ctia xe dtiOc t ro life, tieu thu nhien heu Wong doi (nhan manh W "Wong doi") tiet k i e m Tuy nhien, sau do xuat hien nhting nhan xet tieu cut vol noi dung nguoc lai thong diep cua Tahoe k h i de cap den sti nong len ciia trai dat, sti vo trach nhiem ctia xa hoi, cuoc chien d Iraq va sti phan cam ctia nhting loai xe dac biet ldn. Kho chiu hon la co nhting thdng diep rat sau cay: "Ban thich mtia he khdng? Hay lam quen vdi nd"; "Gia dau cao ngat ngtidng. Cd the tot hon neu ban d i bd". Tat nhien la cung cd nhan xet nht i "Chiia Gie-su se di bang phuong tien gi?" Tren trang web ctia minh, Tahoe da bi budc moi toi, nh t i M n h dang vuong chan chan, hay

toi ac chong lai loai ngtidi.

Dieu toi te nhat la nhiing doan clip gay cudl va tai hai dtiOc dtia len trang YouTube va dtiOc xem hang tram ngan lan - so lan xem vtiot qua so lan truy cap vao trang chu ciia Chevy. Cong ty Campbell-Ewald da nhan dtidc dung nhting gi mong muon - mot ky luc cd t inh lan truyen giong nht i doan quang cao Subservient Chicken - nhting theo chieu htidng hoan toan khdng mong muon. Mot dam ddng tren mang da cau ket vdi nhau de chong lai san pham quang cao. Chtia het, mot ltidng khan gia ldn ngang vd i khan gia ciia mot he thong truyen hinh cap dang vu i mting nhay mtia tren sti bat hanh ciia mot thtiomg hieu ndi tieng ciia My.

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CAl EXJOI DAl

Khong lau de cac blogger va phong vien nhan ra r a n g m o t su k y la dang xay ra t a i t r ang web Chevyapprentice.com. Dau tien, tat ca moi ngudi deu cho rang dd la mpt vi du ntia ve mdt tap doan ldn khdng "dat dtipc muc dich" tren Internet. Sau do, kh i nhting doan quang cao tiep nic duoc dtia len mang, ho cho rang Chevy da khdng the nhan ra nhting gi dang dien ra tai trang web cua rninh. Chi dan dan moi th t i mdi t rd nen rd rang rang Chevy khong co y dinh dd bo nhting doan quang cao mang t inh tieu cue

Tren thuc te, nhom Campbell Ewald ngay t t i dau da biet la se xuat hien mdt so phan ting tieu cut va hp cho rang viec dd bd chung se khien cong ty mat uy tin. Td'ng giam doc cua Chevy Ed Peper da cho biet tren blog FastLane cua GM rang xe Tahoe cd the chay bang ethanol va tiet kiem xang hon cac loai xe SUV khac, nhting doi vdi nhting gi Chevy dupe chi ra, ban chat cua xe nay van the.

Trong nganh quang cao, cac chuyen gia vui mting theo ddi sti kien am y tren va thdng bao vdi cac cong ty rang dieu dd cho thay ban khdng the thay ddi thtiting hieu trudc sti tan cong cua d u luan. Tuy nhien, theo muc tieu dat ra th i chuong t r inh Apprentice cua Tahoe chinh la mpt chtiong t r inh thanh cong. Trang mang cua nd da thu htit dtipc 629 nghin ltipt truy cap vao thdi diem xac dinh dtipc ngtidi thang cupc la Micheal Thrams, den t t i khu ngoai d A n n Arbor. Dd la cudi thang Tti . Nhting ngtidi t ruy cap vao xem trang mang nay trung binh 9 phut/Ian va cd gan hai phan ba trong

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Cai duoi dai marketing

so do da t ruy cap mang Chevy.com. Trong ba man hoat dpng, Chevyapprentice.com d i n ngtidi xem tdi trang mang cua Chevy nhieu hon Google hay Yahoo!. Khi vao trang mang nay, nhieu ngudi da yeu cau thdng

t in hay de lai cookie1.

San l i ipng ban tang vpt mac d i i luc dd dang la mua xuan va so lupng ban ra ciia SUV da tang den dinh diem vao mua thu. Trong chin thang dau tien sau k h i dupe gidi thieu vao thang gieng nam 2006, so lupng xe Tahoe ban ra da chiem hon mpt phan t u tong so xe ban ra SUV, vttpt hon loai xe ban chay ke tiep la Ford Expedition vol t i le la 2:1. Vao thang 3, thang bat dau chien dich quang cao, th i phan ciia Tahoe chiem ky luc la 30%. Vao thang tu, theo cong ty dich v u thdng

tin ve dtd Edmonds, mpt chiec xe Tahoe trung b inh dupe ban trong 46 ngay - khoang thdi gian n i t ngan so vol mpt nam trudc, kh i cac mau xe khac can td i gan

bon thang. Ngay ca nhung Idi la d ciia nhung nha

quang cao chuyen nghiep ciing giam xuong sau k h i Scott Donaton, bien tap vien t d bao Advertising Age, da dat cau hdi trong mpt bai viet rang ai la ngudi cho

rang chien djch quang cao Tahoe cho thay su n i i ro

t t i nhting phan hoi ciia khach hang. Ong da viet: "Diing la chi cd vai ngtidi cd quan diem nht i vay - cac ban cd the t t i do ra d i ; nganh quang cao khdng can su phuc vu ciia nhirng ngtidi dd. Chiing td i cd san mpt mon do

1 Trong ngon ngir lap trinh, cookie la cac thong tin ve ngudi vao mang de lai sau khi vao mpt dja chi web.

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CAl DUOI DAl

choi dudng ray xe lua nhu mot mon qua tang cho nhung ngtidi dd".

Donaton da cong kich thang vao gia t r i trung tam cua "thdi ky vang son" cua nganh quang cao dtia vao truyen thdng dai chung: rang bang each kiem soat thdng diep quang cao cua mdt san pham, Madison Avenue1 cd the kiem soat duoc nhan thtic ve san pham dd". Ed Di lwor th , md t nha dieu hanh cua cong ty Campbell da noi: "Khi ban tien hanh mot chien dich quang cao cd sti tham gia cua khach hang, ban se nhan dtiOc mpt so phan ting tieu cut. Khi do, ban se phai ltia chpn: ddng quang cao lai u? Dieu dd khdng cd loi . Ben canh dd, ban cd nghi rang trtitic dd khach hang da khdng don doan ve Tahoe chac? Tat nhien la co, sti khac biet chinh la trong thdi dai YouTube, tham vong kiem soat nhan thtic cua khach hang da t rd nen mong manh hon bao gid het. "Ban cd the lua chon, hoac la co thu trong boong-ke, hoac dtia san pham ra ngoai de nhan dtiOc binh pham cua khach hang. Co thu trong

boong-ke chinh la mot tham hoa".

Tai sao doan quang cao ve Tahoe lai cd tac dung, dti da b i tan cong bdl nhting ngtidi khdng thich san pham nay? Trtitic het, quan niem cho rang SUV khdng

cd tac dung bao ve mdi trtidng khdng phai la dieu gi mdi doi vdi nhirng khach hang tiem nang. Thtic te, co

the viec nhting chiec xe ldn b i cao budc gay ra d nhiem

1 Dai 10 Madison tai thanh pho New York, gan khu Manhattan, dupe coi la bieu Wong aia nganh quang cao My.

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Cai duoi dai marketing

moi miofng lai co siic hap dan doi vdi mpt so khach hang tai cac bang bao thu 1 ciia ntidc My. Th i i hai, cong ty Chevy dupe coi la da thu hut dupe su ung hp ciia khach khang thong qua viec td chUc cupc thi tren mang va sau do da khong dd bd nhUng nhan xet tieu cue. Doi vdi mpt thuong hieu xe oto My kem hap dan, dieu dd gan gidng nhu bien cai khdng the thanh dieu co the.

Tuy nhien, nhu cau chuyen ve Tahoe da chi ra, cong ty nay cung phai tra gia. NhUng ngudi truy cap mang, chU khdng phai nhting nha quang cao, la ngtidi dtia ra thdng diep tren mang, dac biet kh i hp dtipc mdi dtia ra suy nghi ciia rieng hp. Viec t i m kiem sp can dp* va MOng tac vol khach hang tat yeu se dan den t inh trang mat kiem soat. Doi vol nhting ngtidi luon t im each bao ve thtidng hieu ciia cong ty trong ca sti nghiep ctia hp thi viec b i mat vai trd sang tao va kiem soat thdng diep ve thtidng hieu la mpt dieu vtia quai la, vtia dang sp.

Tuy nhien, khdng cd each gi de ngan can dieu do. Ngtidi tieu diing ngay cang tham gia nhieu vao viec danh gia san pham. YouTube da tran ngap cac doan quang cao tieu cue ve Chevy va dieu dd da vtidt xa nhting gi ma chtidng t r inh Tahoe Appretice mang lai, ca theo nghia tieu cue va t ich cue. YouTube dang tai doan clip ve "Chevy Lowrider Commercial" vd i np i dung la nhirng chiec xe Chevy cd tren dtidng phd, "Chevy Ridin'", mpt doan slide show cd canh nhieu

1 Nguyen van la Red-state: nhung bang ung ho Dang Cong hoa, nhin chung cd xu hudng bao thu, khong coi trqng van de mdi trudng.

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CAI DUOI DAl

chiec Chevy hang sang phu hoa cho ban nhac rap hit "Chevy Riclin' High". Tham chi co ca doan chp "Chevy Tahoe Memorial", mot doan video th i i v i ve mot thanh nien lai xe ngoan ngheo, b i trech banh va cuoi ciing lam hong chiec xe SUV yeu quy ciia anh ta.

Quang cao do khach hang thuc hien da dan den hanh v i cu x i i thuc su dao nguoc NhUng cong ty trudc day chi muon ap dat khach hang, nay lai yeu cau khach hang len tieng. NhUng san pham khong con dinh hinh ban sac ciia cong chung nUa (nhu GapKids, the Malboroman), nguoc lai, chung ddi hoi cong chung giup dmh hinh ban sac ciia chung. Tuy nhien, chang cd dieu gi ky la hon y tudng la ban cd the ban mdt san pham bang each dua nd ra va de mo i ngudi dua ra nhan xet ve no. Tat ca deu ndi ho muon nghe ngudi tieu diing. Hay can than ve viec ban muon dieu gi: ho se khdng chiu i m mieng lai dau.

Dd la su nd'i len ciia Cdi dudi ddi ngudi tieu diing. Cung vdi su vd vun ciia cac th i trudng la su vd vun ciia nganh quang cao. NhUng doan quang cao nham vao tat ca moi ngudi tren cac phuong tien truyen thdng khong con chi phoi khach hang nUa: ho hoac la khong xem phuong tien do nUa, hoac la chu y td i cac thong diep quang cao khac. Trong su dao nguoc quyen luc gan hen vdi su ndi len ciia cac trang web do ngudi truy cap chi phdi - cac ca nhan duoc t i n tudng hon, cac td chUc i t duoc t in tudng hon - th i thdng diep quang cao cd hieu qua nhat lai den tU nhting ngudi tieu diing vdi nhau. Khdng gi cd the ngan dtidc si i truyen mieng va

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Cai duoi dai marketing

Web la phuong tien khuech dai 1cm nhat su truyen mieng do ma the gidi tting chiing kien.

Van de doi vdi cac th i trudng b i vd vun va nhiing ngudi tieu diing dupe dap Ung nhu cau rieng la cd qua nhieu th i trudng va qua nhieu ngudi tieu dung. Khdng mdt cong ty nao cd the tao ra nhiing thdng diep quang cao di i de nham tdi tat ca ngudi tieu dung t iem nang doi vdi san pham ciia ho. Trong mdt each nham lam duoc mot dieu gan nhu vay, Google da tao ra nhting doan quang cao theo t t i khoa cd hen he vdi s i n pham, song cung b i han che ve t t i khoa va b i quy ket la phu thupc v i o cac "dtidng l ink thue qu ing cao".

Do dd, c i ch tot nhat de q u i n g ba doi vdi nhting khach hang Cdi dudi ddi la t i m xem ai la ngtidi cd i n h htidng vdi hp va tap trung no hie vao dd. Dieu dd cd nghia la i t dtia ra thdng diep q u i n g cao hem va l i n g nghe ngtidi tieu diing nhieu hon.

That may la nhting cong cp de lang nghe lai chua bao gid tot nht i hien nay. Vtia la cong cu truyen mieng tot nhat, cac trang web ciing la phticmg tien cd the do luting hanh v i khach hang mpt c i ch hieu q u i nhat. Cd hang chuc cong cu tren mang cd the ndi vdi ban ve viec ngtidi tieu dting danh gia s i n pham ciia ban nht i the nao va ai t rong so nhting ngtidi dd cd i n h htidng ldn nhat. Nhting cong cu dd la:

• Bo loc Technorati (hay Google Alerts): Ban cd the cai dat cong cu nay va nd se cho ban biet vao bat cti t hd i d iem nao, bat cti b log nao, hay nht ing

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CAI DUOI DAI

duting l ink dan td i URL ma ban yeu cau hay si i dung theo dinh dang ciia ban. Duoc tai qua email hoac thdng t in RSS (mdt kenh thdng t in giup ngtidi dang ky co the doc thdng t in bang Bloglines hay My Yahoo!), nhting thdng t in do co the den vol ban 6 at neu ban khdng hia chon dieu kien mot each ky luting. Tuy nhien, chung la nhting thong t in gan nhat phan anh nhip dap ctia the gidi tren mang, neu ban co thdi gian de theo doi chiing (hay nhd ai do gitip theo doi).

• Google Trends: Trang mang nay gitip ban theo ddi mdt cum t t i hay mot san pham dtiOc t i m kiem thtidng xuyen tdi mtic nao, va so sanh nd ve ca mat thdi gian va ca vdi cac san pham khac. Khdng chi co vay, nd con chi cho ban nhting thanh pho va khu vtic dia ly nao t i m kiem chiing thtidng xuyen nhat. Chang han, th t i theo ddi mot muting hieu ldn nao dd bang each so sanh "[thtiong hieu] sucks" so vol "[thtiotig hieu] rocks"1. Neu ban lam viec cho thtidng hieu dd, trtidc het hay co gang.

• Social networks: Mot trong nhting stic manh ciia cac trang mang nht i MySpace va Facebook la ban co the t i m kiem tren cac trang thtidng hieu hay danh gia san pham va sau dd phan tich boi canh: ai de cap den san pham dd, ho dang ndi gi va ho cd anh htidng tdi ai. Dieu cd the giup tao ra nhting thdng t in ve "nhting khach hang dau tien", nhting ngtidi cd the tao ra d t i luan hay xu htidng.

1 Suck: toi t i Rock: gay cam htfng, choang ngrjrp.

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Cai duoi <3a\ marketing

Mot trong iihting co gang ciia to i kh i ghe tham cac cong ty [trong qua t r inh viet cuon sach nay] la hoi ho ve viec mot khach hang se t im kiem gi kh i lam cong viec ma rihting khach hang trung binh thtidng lam -rim kiem bang Google ve cong ty ma hp muon t im hieu. Ban se ngac nhien ve viec co bao nhieu cong ty khong biet cau tra 161. Chinh hp da khong si i dung Google. Van de khong chi la trang mang ciia hp se xuat hien 6 dau trong lenh t i m kiem, ma la nhutig thong t in nao khac se xuat hien tren ciing mpt trang.

Trong nhieu trtidng hpp, mpt trong nhutig ket qua t jm l d l m gan nhat la ten cong ty do dupe dua len mang Wikipedia. Thong tin do dupe viet bdi nhutig ngudi binh thudng co quan tam toi cong ty va hp thudng la nhutig ngudi ling hp nhiet thanh nhat, hoac la chong doi cong ty manh nhat. Thay vi tong hpp hai ddng thdng t in tren de cd dupe thdng t in trung hda (cd the la chinh xac), muc tieu ciia Wikipedia la ung hp nhting chi t r ich va thtidng danh mpt muc cho nhting y kien trai ngupc xung quanh cong ty. Tat ca cac cong ty deu cd y kien trai ngtipc va doi vol nhting ngtidi chi trich thi hp khdng t t i bd bat cti thdng t i n d i i nhd be nao. Thtidng th i mpt dang can bang nao dd se dat dtipc de nhting thdng t in mang t inh chi t r ich khdng chi phoi, nhutig dieu thti v i vdi tdi la cd qua i t cong ty t i m each stia chtia nhting

thdng t i n ve hp.

Viec tao ra thdng t i n ban dau tren Wikipedia de thu hut m p i ngtidi stia chtia va giao cho mpt ngtidi theo ddi ve thdng t i n dd la chuyen b inh thtidng. Nhting viec

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xuat hien thong t in khong trung thuc lai la van de ldn - cac cong ty se thay khd xd neu phai ty: sua chua thdng t in ctia chinh niinh, dd la do viec t im dia chi IP de dang se giup dieu tra dupe ai la ngudi da dua thdng t in len mang, ai la ngtidi stia va khi dd cong ty cd the b i dtia ra cong luan ve viec da tay thdng t in ve minh. Cd mot so each khac la len hit stia chtia t t i may t inh d nha hoac may nnh cong cpng (each nay giti dtidc b i mat song lai khdng trong sach ve dao dtic), hay keu gpi mpt hdi dong dpc lap gitip stia chtia lo i va cac thdng t in thien kien.

Tra Idi cac blogger co ve de hon ve ly thuyet, song khdng kem phan nhay cam va ton thdi gian tren thtic te. Cong viec dd la phai lang nghe (giao cho ai dd theo doi cac thdng t in dang tai) va sau do xac dmh xem each thtic va thdi gian tra Idi. Neu mdt blogger ca ngpl mpt cong ty hay mpt san pham thi can gui mdt email cam On (blogger se nghi "Hp da dpc blog cua tdi!") va cd the tao ra mpt ngtidi trung thanh lau dai.

Doi vdi blog chi t r ich thi khd khan hon. Tuy nhien, mpt hinh thtic tra Idi nao dd se tot hon la i m lang, mpt phan la v i dieu dd cho thay sp: ton trpng doi vdi blogger dd, mpt dieu t rp gitip dang ke cho viec thay ddi t inh the. Muc tieu ctia blog la dtia van de ra cong chung, nen viec tra Idi d muc binh luan, ndi mpi ngtidi se dpc, thtidng mang lai hieu qua cao hdn la mpt btic th t i ca nhan. Tot nhat la mpt ngtidi khac khong phai la nhan vien PR dtia ra cau tra Idi. Gidng nht i tat ca chung ta, blogger mudn thu hut sp" chti y va ngtidi tra Idi cang gan vdi chu de chi t r ich th i cang tot. V i dp,

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Cai duoi dai marketing

tra 161 t i i nha quan ly san pham se tot hon la t t i nhan vien trp" giiip khach hang, bdi v i dieu do co nghia la 161 chi t r ich do dtipc lang nghe va xem xet ky lift ing bdl nhirng ngudi co trach nhiem lam ra san pham.

Tuy nhien, ve nguyen tac, do la tat ca nhirng gi ban co the lam de chi phoi du luan. Mpt chien lupc quang cao Cdi dudi ddi co the lam dupe nhieu nhat la tao ra nhan thtic bang each khuyen khich sti truyen mieng gitia nhting khach hang tiem nang. Neu mpt san pham khong tot th i khong the dung email, dti co gtii bao nhieu di chang ntia, de giU cho no khong b i dao thai

hay quen lang.

Thuc te co mpt nganh cong nghiep hen tpc cho ra ddi san pham chat ltipng kem va cho den gan day tiep nic thanh cong vol chieu quang cao k inh hoang. Do la Hollywood, nhting tdi khdng am chi hau het nhiing bp phim dtipc san xuat tai dd. Tuy nhien, each thtic ma mpt bp ph im nhan dtipc tai t rp va dtia vao san xuat cho thay trtitic kh i mpi chuyen t rd nen rd rang ve cd

trien vpng th i sp* ru i ro ldn da dtipc dat vao kich ban va nhirng dpi lam phim. Nhieu bp ph im da khdng dat dtipc ky vpng. Den day, sti giong nhau gitia Hollywood va cac nha t t i ban dau t t i mao hiem da t rd nen khac nhau. Cac nha dau t t i mao hiem se giai the cong ty khdng cd t r i e n v p n g l a m an h i e u qua . Nh t ing Hollywood van tiep nic phat hanh p h i m bang bat cti each nao vol gia thuyet rang mpt chien dich quang cao hieu qua se keo du ltipng khan gia den rap de thu dtipc

tien dau t t i .

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Tuy nhien, gia thuyet do ngay cang t rd nen kem chac chan. Van de of day la su t ruyen mieng lan nhanh va hieu qua td i mUc nhung bd ph im toi se b i loai ra gan nhu ngay lap ttic. Mo h inh quang cao cu ctia Hollywood la ban cd the nghien rang, mua nhieu quang cao va "md rdng" ra hang nghin rap chieu phim, dieu se bao dam bo ph im dd cd ItiOng khan gia ldn trong vai cuoi tuan, i t nhat cho den k h i cong

chung di xem va nhan ra rang doan ph im quang cao hay hon rat nhieu ph im that.

Tuy nhien, ngay nay, viec "md rdng" la chtia du. Hai mtiol nam trtidc, mot bo ph im trung binh b i giam

doanh so ban ve tai rap 30% d man cong chieu th t i hai so vdi man th t i nhat. Ngay nay, con so trung binh

la hon 50%. Nhting bd phim toi dtipc biet den t t i trtidc kh i chung duoc cong chieu (nhd nhting trang mang

cua ngtidi ham md phim nhti Rotten Tomatoes va Ain't It Cool News), va phan ting cua khan gia doi vdi cac

bud'i chieu th t i nghiem, trtidc day dtipc t ien hanh b i mat, gid day duoc dtia len blog chi vai phut sau kh i

ket thtic ph im.

Vao thdi diem mdt bp phim dtipc cong chieu tren thtic

te va dtipc dam dong bao chi danh gia, th i nhan xet

cua khan gia ve viec lieu bp ph im nay co thanh cong

hay khdng da dtipc lan truyen tren khap the gidi, xa

hon ca nhting cpng dong khan gia trung thanh cua

Hollywood trtidc day thtidng t u ban tan vdi nhau. Dd

la tat ca nhting gi quang cao cd the lam.

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Cai duoi dai marketing

Ly do a i a viec doanh thu ban ve giam xuong d man th i i hai nhanh nhu the khong phai la v i chat luong phim kem hon tnidc day. Luon tdn tai nhUng bd ph im hay, dd va phan nhieu la d mUc trung binh. Van de mdi la chiing ta nhan ra hai loai ph im sau nhanh hon rat nhieu. Chung ta cd the doc nhieu danh gia ve ph im hon - ca tich cue va t ieu cue, chuyen nghiep va khdng chuyen - va nghe dieu ma cac khan gia khac, bao gdm nhung ngudi xem th i i nghiem, danh gia. Dieu nay giup quang cao nhirng ph im hay, song lai cd hai cho nhUng bd phim toi . Su truyen mieng tren mang la thuoc giai doc ddi vdi each quang cao ciia Hollywood va loai phim tot se duoc thang hoa, trong kh i loai ph im toi se bi dao thai. That khdng may cho Hollywood la hQ khdng the cai thien duoc t inh h inh nay. Con quy da ra khdi chat NhUng khan gia dang kiem soat thdng t in.

Dieu gi se xay ra khi cac cong ty khdng lang nghe ngudi tieu diing? Hay lang nghe cau chuyen buon ciia

Jeff Jarvis va chiec may t inh hong ciia ong ta.

Thang 6 nam 2005, Jarvis, mdt nha chien hide nganh xuat ban tai manh pho New York (ong ay va tdi lam viec tai bd phan khac nhau trong o ing mdt cong ty k inh doanh cd phieii) cd van de vdi chiec may t inh xach tay hieu Dell ciia minh. Gidng n h u mpi ngudi, ong da gpi dien cho bp p h | n t rp giup ky thuat va dang buon la cung gidng nhu m p i ngudi, ong da b i n i choi. Mpt vai man troi qua va Jarvis ngay cang ttic gian. Ong da b i lUa! Bp phan d jch v u khach hang ciia cong ty Dell that thdi nat! Cong ty nay se khdng the yen on v i chuyen nay!

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Trong hoan canh do, phan ting thong thtidng se hoac la phan nan vol ban be, hoac khong bao gid mua may t inh Dell niia, hoac tham chi vhk thu cho chinh ngudi sang lap ra cong ty Dell la Michael Dell. Nhung Jarvis la mdt trong nhiing khach hang the he mdi. Ong ta co trang blog kha nd'i tieng la BuzzMachine, mot blog cd luong doc gia gan bang mdt td bao (va ciing cd luc co entry ling ho cuoc thi American Idol). Do blog giong nhu mot con thu doi va Jarvis danh may nhanh hon hau het moi ngudi ndi, nen ong ta quyet dmh dua len blog su khong hai long ctia minh ve Dell. Ong ta da viet dieu do mot each chi tiet va trong thdi gian dai.

Ong lay ten ciia chii de la "Dell khon kiep" (Dell Hell), mot cai ten nd'i bat. Moi lan dua bai len mang, ong lai cudng dieu ve cong ty, ve san pham ctia no va dich vu khach hang. Khong chi kha nang kiem soat ch i t luong ye'u kem, ma con te hai hon: khong lang nghe khach hang, mot tdi loi chinh trong ky nguyen Internet. Ong da viet: "Tdi nhan dupe thu ctia nhan vien cong ty Dell, hp rd rang khong de y khi viet thu t r i Idi 'Chao ong Langley'. Toi dinh chinh lai va ndi ten la Jarvis. Hp viet lai: 'Chao ba Kolar'."

Neu trudng hpp ctia Jarvis la b i t thudng th i nhting bai viet tren blog ctia dng ta co le chi dtipc vai ngtidi dpc va roi vao quen lang. Nhiing nhirng gi dng viet xay ra nhieu den mtic no khdng p h i i la bat thtidng. Thtic te, Dell da t r i i qua mot cupc khung hoing ve kiem soat ch i t ltipng, mac dt i cong ty nay da khdng nhan ra. Cong ty Dell da phat trien va t rd nen qua ldn, chiu qua

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Cai duoi dai marketing

nhieu ap luc t r i th i trudng chung khoan pho Wall dan toi phai cat chi phi va b i mat kiem soat ke t i i kh i ngudi sang lap ra nd quyet dinh nghi h i iu sdm. Ket qua la co hang nghin khach hang gian d i i giong nhu Jarvis. Khi dng ta "xuat ban" bai viet dau tien, dieu dd giong nhu viec danh liia vao dong rom.

Su ndi loan bat dau d muc binh luan ciia bai vi§t dau tien tren va sau do dudl dang thu dien t i i . Cd gan 2.500 binh luan ddi vol khoang mdt chuc bai viet sau khi phong trao chong Dell h inh thanh. Trong vong ba man, cd hang nghin duoc l ink den cac bai viet ciia Jarvis va cum t t i "Dell Hell" da dtidc dtia vao t t i viing tren mang. Cac phuong tien thdng tin dai chiing da chti y; Jarvis va chiec may t inh hong ciia dng t rd thanh chii de ciia moi td bao, t t i New York Times den MSNBC.

Chi den hie dd cong ty Dell mdi phat hien rang cd mpt dam ddng dang gian d t i tai ciia cong ty minh . Ngay lap ttic, cong ty nay da tien hanh mpt sd viec de bao chtia: x in loi Jarvis, thay may t inh cho dng ta, ntia se cai t d quy t r inh kiem soat... Nhting da qua mupn. Thtidng hieu nay da b i bdi xau. Mpt lenh t i m kiem tren Google la "Dell" da hien th i cac bai viet ciia Jarvis tren trang dau va Wikipedia cung cd muc ve Dell ndi ve tham

kich vtia qua.

Gid day, da hai nam t rd i qua, khdng phai khong co ly kh i nd i s i i viec tren da gitip thay ddi cong ty dd. Michael Dell da t rd lai, cam ket dtia cong ty t rd lai chinh sach cd ban coi khach hang la t rung tam. Ong ta da t r i hoan ke hoach chuyen hau het phan t rp giup ky

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thugt ciia cong ty sang A n Dp. (Khong phai v i the ma viec thue lam ben ngoai la mpt dieu xau, diing khong? Chi co dieu no khong dupe thuc hien tot va t rd thanh bieu tupng de ket tpi Dell la da dat lp i nhuan len tren lp i ich ciia khach hang). Dell cung da cai to quy t r inh san xuat, khong chi cai tien ky thuat mpt each can ban, ma con t i m each cai tien M n h thUc va khuyen khich ddi mdi . (NhUng t t i sau day dupe viet tren chiec may xach tay mdi ciia Dell, mpt dieu kha ngac nhien bat chap viec bay lau nay tdi van trung thanh vdi may t inh hieu TliinkPad. Nhutig nhan thUc ciia td i ve Dell da thay ddi...)

Ngay nay, neu ban danh "Dell Sucks"1 tren Google Trends, ban se biet dupe hai dieu. ThU nhat, cd ba thdi diem t t i khoa tren dtipc ndi tdi nhieu nhat - nhting bai viet dau tien ctia Jarvis, thdi diem sau dd mpt thang kh i sti chong ddi ma dng ta khdi dau dtipc bao chi quan tam, va mpt nam sau, kh i mpt sd may t inh laptop ciia Dell bde chay (do sti dpng p in ciia hang Sony, toi mudn bd sung ngay chi tiet nay). Sau dd, n i khoa dd xuat hien d mtic dp tdi thieu, that may rang den chiing

dd la du.

Thti hai, dia diem t im kiem tii "Dell Sucks" nhieu nhat la Austin, bang Texas, mpt dja diem khdng he ngau nhien la t r u sd ciia Dell. Diing, cong ty Dell dang t i m kiem t t i "Dell Sucks", cd ve nht i vay. Cong ty nay dang lang nghe n i phia khach hang.

1 Tam djch: Dell chd ma, khon nan.

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Cai duoi dai marketing

Day la mot kinh nghiem thi i vi . Neu ban co mot chiec may t inh Dell gap van de khong the giai quyet dupe (phai diing la nhu the va khong con each nao giai quyet nUa), va mpt blog, hay gi i i thong bao van de ciia ban. Sau do chd doi. Theo nhUng thong t in g i n day, ban se dupe hen he trong vong mpt man t t i cong ty Dell de gitip giai quyet. Cong ty nay hien co mpt nhom nhan vien gioi chiu trach nhiem mang blog va giai quyet ngay van de trtidc k h i qua mupn. Dell da chuyen t t i mpt cong ty khdng hieu biet ve ngtidi tieu dung tren mang de t rd thanh cong ty biet lang nghe nhat tieng gpi ciia Cdi dudi ddi

Bang bieu trang 321 ve 50 dia chi mang xep theo cac dtidng l ink den da cho ban mpt cai nhin sp bp ve btic tranh tao anh htidng mdi . Dieu ma bang bieu dd khdng chi ra la phan btic tranh t t i dia chi hang 51 den 8 trieu. Ty le gitia phtiting tien thdng t in chinh thong va nghiep du giam xuong, thap chi d dia chi th t i 200, nhting blog cd anh htidng ldn da cd so ltipng dpc gia rihieu hern mpt kenh thdng t in truyen thong. Tai sao toi lai chpn tieu chuan la nhting dtidng l ink den lam thtidc do tao anh htidng? Bdi v i chiing la each tot nhat de do su truyen mieng tren mang.

Hyperlink 1 tao ra su thay ddi sau sac ve each chiing ta danh gia anh htidng. Cach truyen thdng de danh gia tac dpng va stic manh ciia truyen thdng dtidc dtia tren quy md khan gia, sd ngtidi dpc, ngtidi nghe, ngtidi

1 Sieu ket ndi

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xem, so ltipng phat harm, so luong ngtidi dang ky va dai loai nhu the. Cach nay chu yeu dua tren so ngtidi tiep can truyen thong. Chung ta khdng bao gid bi§t ho nghi gi ve nhting th t i doc dtipc, ho lam gi sau kh i co duoc an ttipng.

De hieu tai sao each danh gia md i - dem so dtidng l ink d§n - la each tot hon nhieu, ban phai thtic sti hieu duoc ban chat cua hyperlink. Giong nhti nhirng y ttiting thtic sti ldn va cap tien, hyperhnk se ddi hdi hang thap nien de cd the hieu thau dao. Thuat ngti nay lain dau tien xuat hien tren Internet n i T i m Berners-Lee, ngtidi da sang tao ra trang Web vao nam 1990, nhting ve mat ly thuyet, dieu nay co nguon g6c t t i Ted Nelson, ngtidi da ttiting mong ra mot mang lt idl toan cau k i t noi cac van ban vol nhau bang ke hoach Xanadu khong bao gid dtipc hoan thanh t t i nam 1960 - va tham chi dieu dd con dtipc xay dpng n i y ttiting ban dau ve mpt bp nao toan cau do Vannevar Bush dtia ra vao nam 1945. Chi den gid day, chung ta mdi biet tac ddng day

du ctia nd.

Khi nghi ve nd, ban se thay sieu ket noi la hinh thtic cuoi ciing ctia si i hao phong tren mang. Khi mpt ai dd ket noi vol mdt dia chi khac, dieu ma hp dang lam la ndi vdi nhting ngtidi dang xem trang mang ciia minh la hay chuyen qua trang mang khac. Hp ndi: "Thiia quy vi , gid td i de nghi la neu quy v i muon t i m hieu them, x in mdi hay rd i khdi trang ctia td i va td i dia chi khac nht i the nay. Tdi t in rang dia chi dd se khdng lam mat thdi gian ciia quy v i . Tdi t i n rang quy v i se hai long

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Cai duoi dai marketing

khi chuyen trang. Toi t in rang quy vi se t rd lai trang a ia toi, va kh i t rd lai, quy vi se cam On toi v i da sang suot goi y dudng l ink dd".

Tuong t u nhu the, dieu ma ai dd ndi vdi ban kh i ho ket noi vdi ban la: "Tdi biet ve ban va tat ca nhUng gi thudc ve ban, do vay td i se chuyen mot phan uy t in aia tdi cho ban. Uy t in dd da duoc tdi xay dung trong nhieu nam vdi doc gia. Tdi se truyen lai sti t in tudng ma doc gia danh cho td i tdi ban dtidi hinh thtic thdng tin trao dd'i qua mang1 cd su Uu tien rd rang".

Ddng thdng t in trao dd'i qua mang tdi t t i dtidng l ink aia ben tht i ba (hay t t i ket qua t i m kiem dtidc nhting dtidng link dd) la sU chuyen dong t t i nhting doc gia cd xu htidng yeu thich, ton trong va danh gia cao nhirng thong tin d dd, bdi v i ho di theo khuyen nghi ctia mot nguon tin cay. Khai niem chuyen ddng vdi su thien vi tich cue la khai mem hoan toan mdi .

Trong md hinh truyen thdng cti, chung ta da biet so ltiqng ngtidi xem, ngtidi nghe, nhting chiing ta khdng biet moi ngtidi nghi gi . Cac phtidng tien dd chi phan anh chung chung. Mot so ngtidi thich san pham, mot so khac th i khdng, song rat khd cd the phan biet gitia ho vdi nhau neu khdng phan nhom hoac lam viec gi dd ttiting nr. Tuy nhien, sti chuyen dong dtia t ren hyperlink, hien chiem hdn mot ntia chuyen ddng tren moi trang mang, la chuyen dong cd the danh gia duoc xu htidng ve mot van de nao dd nhd sti truy t im nguon

goc ciia van de quan tam.

1 Nguyen ban tieng Anh la Traffic.

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CAI DUOI DAl

Ly do khien dieu nay quan trpng la bdi v i Google, la each chiing ta kiem tien n i web, dang danh Uu tien cao nhat cho cac hyperlink.

Khi danh gia van de nao co lien quan, Google khong dua tren phan tich ve nghia ctia n i ma dua tren danh gia so lupng cac dtidng link den. NhUng dudng l ink dd co vai t rd nhu cac la phieu, nhting la phieu t in nhiem va the hien sti lien quan. Chung hoan toan co the do

dem duoc.

Do dd, v i t r i trong hien th i t i m kiem tren Google ctia mdt van de phu thupc vao so ltipng dtidng link ve van de do. Vi t r i cao se bien thanh chuyen dpng, den ltipt nd, chuyen ddng lai d i kem vdi sp thien vi tich ctic bdi vi nd dtipc khuyen nghi bdl Google, va sti chuyen dpng mang t inh thien v i t ich ctic dd bien thanh nhting dia chi cua trang mang quang cao. Ve co ban, dieu nay la mdt su hoan ddi k inh te: Google chuyen uy t in thanh sti chti y (chuyen ddng) va cac trang mang quang cao

chuyen su chti y thanh tien.

Dieu dd ly giai tai sao ngay nay, sii truyen mieng tren mang thdng t r i quang cao. Cach quang cao cti gid day cd the dtipc khuech dai len hang nghin lan, dtipc do dem va lan toa tren pham vi toan cau, va sau dd dtipc

tra bang tien. Dieu dd giai thich tai sao md hinh quang cao Cdi dudi ddi lai bat dau bang viec thu hut cac dtidng link den de chi phdi d t i luan - nhiing dam dong dtipc tao thanh t t i cd sd, cd dac t inh tti-dtidi-len, h i iu cd, chinh thdng va dtipc bao mat. Cudi ciing t h i md

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Cai duoi dai marketing

hinh quang cao nay se chi phoi hanh vi aia nguoi tieu diing trong the ky 21 .

Hay de y den nhting cong ty ldn nhat, nhting cong ty da quoc gia trong qua t r inh dich chuyen quyen lye t t i cac t d chtic den cac ca nhan. Do lo ngai tai san thuong hieu b i mat nen cac cong ty nay thtidng la nhting td chtic do dif nhat trong viec t t i bd cac thdng diep quang cao tti-tren-xudng, mang t inh menh lenh va chi huy. Dieu nay khien cau chuyen cua Kenh sd 9 ciia Microsoft t rd nen dang ngac nhien hdn.

Dau nam 2003, hinh anh ctia Microsoft dtidng nht i da d dtitii day trong con mat ciia d t i luan. Cong ty nay hen tuc b i dieu tra ve cao budc ltia ddi, dieu da gay rat nhieu khd khan cho cong ty trong hau het thdi gian

cudi thap nien 1990. Gia cd phieu ciia nd khdng tang va Google da ttitic mat vtidng mien ctia Microsoft la cong ty phat dat nhat ve cong nghe thdng t in .

Cd ve nht i Microsoft khdng the thay ddi h inh anh ciia nd. Chang ai nghi ngd dieu nay. Trong hang thap nien, hinh anh cua cong ty la h inh anh ciia hai nhan vat la Bill Gates va Steve Ballmer. Moi k h i nghi ve ho la ban nghi ngay ve Microsoft . Neu ban nghi ho la

rihting nha doc quyen day da tam th i khdng cd each nao lam ban thay ddi quan diem ve cong ty. Neu ban

nghi rang hp v i pham hien phap trong viec tao ra cac san pham gay ra t inh trang phu thupc ciia ngtidi tieu dung vao san pham dd - mpt san pham ma cong ty Apple o i n g cd the lam - th i van de dd se khdng the

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CAI DUOI DAI

thay doi cho dxi cong ty co tien hanh chien dich quang cao ldn the nao di chang ntia.

Do la suy nghi ma Len Pryor luon dau dau sau khi du mpt cupc hpi thao ve phat trien ciia Microsoft. Ong la nha quan ly cua Microsoft phu trach mang "Xay dpng sp* gan ket ciia khach hang" nhung cong viec ngay cang t rd nen khd khan. NhUng ngtidi viet mat ma da bat dau chting kien nhu cau ngay cang tang doi vdi he dieu hang Linux hay Apple. Nhting cong ty nht i Yahoo! va Google dang thtic sti lam an phat dat tren mang. Sp xuat hi?n ctia Web 2.0 co nghia la nhting cong cu viet phan mem chay tren cac t r inh duyet Web (chti khong phai tren mpt may t inh de ban), dang re hon va day quyen ltic, d i i de cho ra ddi hang nghin cong ty mdi ma khdng can den phan mem ctia Microsoft.

Pryor da tting tht i nghiem viec dtia len blog ndi dung ctia Hpi thao phat tr ien vao cuoi 2003 va nhan dtidc rat nhieu quan tam ctia d t i luan. Tuy nhien, kh i cupc Hpi thao dd ket thtic th i blog ctia dng cung b i dong. Lam the nao de Microsoft cd the m d rpng each thtic lien he vdi khach hang trong thdi gian ca nam va tiep can dtipc nhting chuyen gia viet phan mem tham gia nhting cupc hpi thao dd?

Pryor von la ngtidi sp di may bay. Mpt ngtidi ban than ctia dng da song sot sau khi may bay suyt b i dam dau nhting nam 1990 va sti kien do da anh htidng sau sac tdi Pryor. Pryor cam thay hoang sp kh i nghi den viec dat mang song ctia minh vao tay cua hai vien phi cong xa la. Trtidc khi len may bay, dng thtidng b i dau da

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Cai duoi dai marketing

day va ong da phai danh phan ldn thdi gian tren chuyen bay tram t u va nam chat tay trong tu i quan vol tam trang sd hai. Sau dd dng gap mdt phi cong ciia hang hang khdng Delta Ahlines. Pryor hdi vien phi cong nay ve chi tiet chuyen bay ciia may bay phan luc, cd bao nhieu he thong ctiu t rd dupe trang bi va may bay se bi rdi trong trudng hop nao. Cuoc noi chuyen da cd tac dung. Khi da hieu suy nghi ciia vien phi cong do, ong da hieu ve do an toan ciia cac chuyen bay.

Tdi gQi dd la su minh bach trong hoat ddng - ban cang hieu biet bao nhieu ve viec mdt he thong hoat ddng nhu the nao, th i ban cang t t i t in kh i d trong he thong dd.

Day cung la nguyen ly ma United Airlines da suy nghi khi hang nay quyet d inh de cho hanh khach nghe nhting CUQC trao doi gitia khoang chi huy ciia may bay

va tram mat dat d kenh 9 trong he thong am thanh ciia may bay. Neu may bay gap phai viing khdng khi

loang, ban cd the nghe thay phi cong va t ram kiem

soat khdng luu ndi chuyen vdi nhau ve van de dd va se cam thay an tam ve mtic dd binh thtidng cua cuoc

ndi chuyen tren.

Pryor suy nghi xem lieu phtidng phap tren cd the

giup mpi ngtidi hieu hon ve Microsoft hay khdng. Neu dng cd the tao dieu kien de dang hdn cho cac nha lap t r inh ben ngoai hieu dtidc cong viec ciia cac ky sti Microsoft - lam cho qua t r inh hoat dong ciia cong ty minh bach hdn - t h i ho se bdt lo ngai ve Microsoft.

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CAI DUOI DAl

Thang 12 nam 2003, Pryor da t r inh bay y tudng do vdi Vic Gundotra, Tong dieu hanh phu trach quan he vol cac ky stf lap trinh. Pryor thiia nhan, do la mot chut lieu l inh. Ong da noi vol phong vien Fred Voglestein ciia tap chi Wired rang "Toi da dtia van de nay ra trong tat ca cac cuoc hpi thao dtipc dtia len truyen hinh. Toi muon cong khai cac tieu chuan ky thuat phan mem cua Microsoft - hoan toan ap dung ma nguon md. Vic da ndi vdi td i can than trong hon nhting ong thich y ttiting dd". Gundotra da cho ong hai thang va 20 nghin dola de thtic hien y ttiting dd. Pryor da lap mpt nhom gom nam ngtidi g6m ca ong ta, vdi may quay d ch i dp t u dpng de phong van cac ky sti ve nghe nghiep va san pham ctia hp. Y ttiting ciia ong la dtia cac clip - n i do va hau nht i khong chinh stia - len mang ma tat ca mpi ngtidi trong va ngoai cong ty cd the xem va binh luan.

Thoat dau, di§u nay nghe co ve ngtipc ddi. Lam th§ nao ma Pryor co the vtipt mat nhiing luat sti, nhan vien PR, cac nha quan ly va d p i ngu quang cao ciia Microsoft nht i vay? Dieu gi xay ra neu Kenh so 9 vo t inh lam Id sd htiu ban quyen dtipc viet tren bang trang d cong ty? Dieu gi xay ra neu mpt doi ttipng cam thay boi ro i trtidc may quay va ndi nhirng thdng t in khong nen ndi? Con viec mdt ky sti gioi xuat hien trong bp

dang ciia mpt tay gan dd?

Kenh so 9 da dtipc phat n i ngay 6 thang 4 nam 2004 va hai dieu da lap ttic t r d nen rd rang: Sp lo sp ciia cac luat sti, nha lam quang cao, co van PR da t rd thanh thuc te - va dieu nay cd lp i cho cong ty. Mpt trong

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Cai duoi dai marketing

nhiing video dau tien dtidc dtia len Kenh so 9, mot cuoc phong van nha nghien ciiu Bill Hil l , la v i du hoan hao. Le ra Hi l l can phai chai toe va cao rau. Cau tra 161 ctia ong ta la "He dieu hanh Windows khong phai la he dieu hanh quan trong nhat" da di chech chti de. Ong ta noi vol cac nha viet chtiong tr inh: Con ngtitii, chti khong phai phan mem, mdi la nhting cau true hoat dong quan trong. Cuoc phong van do co ve lap di va dang suy nghi, ro rang khong phai la th t i ma doi ngti PR thong qua, cang khong phai la th t i ma ho san xuat. Nhting no da thu htit dtiOc si i quan tam ldn va hien van la mot trong nhting video dtiOc xem nhieu nhat tren mang.

Mot email gi i i den ngtidi phu trach marketing trong bo phan Windows da viet: "Ai noi vdi dng la dng cd the lam viec dd? Tdi muon gap Pho Chti tich ctia dng". Mot luat sti ndi; "Mot so thdng t in cua chp dd khdng dung. Ong cd nghi la cac cd ddng se kien chiing ta ve dieu do hay khdng?". Sau dd da dien ra hang chuc cuoc cai va d sanh ciia cong ty: Mot ngtidi trong ddi PR da chan Pryor lai va hdi "Ong nghi dng la ai?". Nhting cap tren ciia Pryor lai ting ho dng ta va ke hoach do tiep tuc

dtidc trien khai.

Trang mang ciia Pryor dac biet dtidc cac nhan vien ciia cong ty quan tam. Nhting chinh dich vu ket ndi nhanh vol nhom khach hang muc tieu - la cac nha viet phan mem doc lap - da gitip Kenh sd 9 ton tai. Vao cuoi ngay th t i nhat, sti lan truyen tren mang da keo 100 nghin ngtidi xem. Ntia nam sau, sd ngtidi xem la

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CAI DUOI DAI

1,2 trieu/thang. Ngay nay, Kenh so 9 da co gan 4,5 trieu ngudi xem hang thang. No da dua len mang 1.500 doan video chp.

Ban cd the da tting nghe noi ve Robert Scoble, mpt blogger cua Microsoft da t rd thanh nhan vat nd'i tieng tren mang, ngtidi da loi keo cac ky sti viet phan mem bang each dtia len mang nhting bai viet trung thuc va thang than ve sep ctia anh ta. (Anh ta da chuyen tdi lam viec cho mpt cong ty mdi thanh lap chuyen dtia ndi dung len mang nam 2006). Nhting Scoble la gtiOng mat dtipc biet d i n nhieu nhat trong cupc each mang ve t inh minh bach cua Kenh so 9 tai Microsoft. Tren thtic te, cong ty co 71 nghin nhan vien nay hien cd hon 4.500 blogger dtia len mang cic chti de ve cong nghe, tU cac phan mem mdi den SQL. Mpt trong so dd la Larry Hryb, giam doc chtiting t r inh LIVE's Xbox, ngtidi dtia len mang 2-3 bai viet/ngay dtiti i bti t danh Thieu ta Nelson va dtia len mang cac doan clip h i n g tuan. Nhting bai viet cua anh ta da bien each PR truyen thong t rd nen lac hau. Neu ban muon xem nhting thdng t in xac thtic va cap nhat nhat lien quan den he thong t rd choi cua Microsoft, th i blog cua Thieu ta Nelson la mpt dia chi d ie hfc.

Ngay nay, Microsoft da t rd thanh cong ty co t inh dpc quyen g i i m di va van do hai ngtidi khdng id lanh dao, song vai t rd cua hang nghin ngtidi gidng nht i chung ta da tang len. Bat cti s i n pham nao cua Microsoft ma ban sti dung hay quan tam den luon dtipc thdng t in cong khai do mpt ky sti hoac nhan vien q u i n ly s i n

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Cai duoi dai marketing

pham phu trach. Mac du khong ai co duoc so doc gia ldn nhu Scoble trudc day nhung chat lupng ciia cac cuoc doi thoai da cd su cai thien do cong ty da chii y hon den cac san pham ngach.

Toi t inh cd de y den phan mem am nhac va video ciia Microsoft Media Center va tdi da truy cap vao mdt so blog ciia manh vien ciia trung tam dd. Mdt bai viet dien hinh dang tren nhUng blog dd thudng ke lai cupc ttanh luan ndi bp ciia Microsoft ve viec lam the nao de dua ra mdt album kh i khong cd hinh minh hpa bia: heu cd nen si i dung cd chU tuong ddi gidng nhau hay chieu rdng album cd dmh de giU cho toan bo "gia de dia" co t inh ddng nhat hon? Dd chi la van de nhd va khdng phai la chii de quan tam ciia dai da sd khach hang ciia Microsoft nhung la van de toi quan tam. Khi san pham cuoi cung ra ddi va cd dau an ciia tdi, td i se cam thay cd su gan bd va t i nh cam cua m i n h vdi Microsoft tang len so vdi nhUng gi to i van cam nhan ve p h l n mem ciia Microsoft.

Microsoft thudng van dua vao cac hoat ddng PR ram rd de giti uy t in ciia cong ty nay. Gid day, no da chuyen cong viec dd cho cac nhan vien ciia cong ty. Vay th i bp phan PR se la m gi?

Vai t rd truyen thdng ciia PR la gi i i thdng t in cho bao chi se van tiep tuc cho den kh i bao chi con ton tai. Vay thi Cdi dudi ddi ve bao chi t h i sao - nhiing luc ludng cd anh hudng mdi , t t i bao chi trong l inh vuc chuyen sau nht i Techcrunch va Gizmodo td i cac blogger? Tiep theo la vai t rd ctia cac nha tap hpp xa hpi ve thdng t i n

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CAI DUOI DAI

rihti Digg va Reddit (ma tap chi Wired ciia chiing toi sd him)?

The gidi ciia hp la noi ma hinh thiic quang cao co siic manh nhat - si i truyen mieng - bat dau, nhung hau het trong so ho khdng muon nghe mot ca nhan lam PR. DUa len blog co t inh xac thiic va mang t inh ca nhan, khdng phai la cong viec duoc tra luong. Nhieu blogger dudng nhu khdng thich each tuyen truyen san pham ciia cac chuyen gia PR sieu pham thuc su, va chong lai cac nhan vien bao chi dang t i m each khai thac trang Digg ma khdng tiet Id rang anh ta hoac cd ta dtidc tra ti§n de lam dieu dd.

Vay bay gid ban hay tudng ttiting ntinh la nhan vien PR chuyen nghiep. Ban se lam gi? Bam lay nhting gi dang co va tiep tuc gqi dien, gih th t i cho cac td bao truyen thong (co lam nht i khdng hieu rang vai t rd ciia chiing dang giam xuong va anh htidng dang mat di)? Gih th t i rac den cac blogger va chd dpi dieu tot dep nhat? Hay la coi cac blogger co anh htidng giong nhti bao chi truyen thong va bo qua cac phtidng tien truyen thdng khac?

Tdi da chting kien ca ba each lam tren va trong vai trtidng hdp da dat dtipc thanh cong han che. Mac d i i cd sU bat dong ve phuong phap song rd rang la co rat nhieu blogger khdng ngai doi thoai vdi cac nhan vien PR, mien la dtitii h inh thtic email hay binh luan, phan anh viec cac nhan vien bao chi da dpc blog va hieu dtipc npi dung cua nd. NhUng cong ty nhu Microsoft va Sun dang chuyen dd'i chien ltipc PR theo htidng dac

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Cai duoi dai marketing

bi$t chii y den cac blogger, mdi hp tdi cac cuoc hop bao va cho phep ho tiep can cac san pham sap dua ra

thi trudng.

Tuy nhien, ve ban chat th i truyen thdng xa hdi la phuong tien truyen t in ngang cap; cac blogger muon nghe thdng t in t t i ai dd lam ra san pham tot, hdn la t t i nhting dai dien cong ty dtidc tra luting. Van de la nhting ngtidi lam ra san pham tot thtidng ban ron, do dd ho tra lifting cho nhan vien PR de tiep can vdi ben ngoai.

Tdi t t i hoi khdng biet heu giai phap cho van de nay la nang cap vai t rd cua PR t t i phu trach quan he vdi ben ngoai, sang phu trach quan he ben t rong, t t i thdng t in cho ben ngoai sang htidng dan nhan vien ve viec lam sao de quang ba h inh anh cua cong ty cd hieu qua nhat.

Sau day la nhting viec phai lam doi vdi viec giao due ben trong cong ty:

• A i la ngtidi cd anh htidng den chting ta (va lam the nao biet dieu dd).

• Dieu gi /a i anh htidng den ho.

• Lam the nao de thu hut sti quan tam tren mang.

• Lam the nao de blog cd hieu qua.

• Sti dung beta-test invite list nh t i mot each quang

cao.

• Nghe thuat x i n dtidng l ink.

• Quang cao, cac cuoc th i , meo quang cao, ban htidng dan va cac l ink dung de du do.

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CAI BUOI DAI

• Chia se chit khdng phdi Id chia se qua nhieu; Chung ta da noi den viec khach hang can phai biet ban dang lam gi va kh i nao.

Nha quang cao chuyen nghiep Abigail da mieu ta su thay ddi tren nhu sau: "Theo nghia nao do, Cdi duoi ddi da dua chung ta trd" lai nhting nguyen tac co ban nhat trong giao tiep gitia ngtidi vdi ngtidi: tting di§n ra nht i vay trtidc khi truyen thdng va cac phuong tien thdng t i n dai chiing t rd thanh each duy nhat de bi§n ngon ngti ve mdt sti vat thanh ngon ngti dtipc truyen tai. Bdi v i dd la mpt sp phat trien mang t inh tien hda va ngtidi ta khdng danh nhieu thdi gian de thdi phong, nen su that ve mdt san pham thtidng chi dtipc bpc Id d th i trtidng".

Vay la chiing ta vtia noi ve chii de chinh la quang cao tren mang. Tuy nhien, viec chting kien su vd vun ve van hoa va sp hinh thanh cac nhanh van hda dinh hinh tac dpng ctia the gidi tren mang ddi vdi the gidi thuc te cung rat thu vi . Khdng lau trudc day, Berkeley, California, noi tdi song (mac di i tdi khdng co cam t inh vdi nhting th t i van hda kich dpng id i song lap di, id i song cua nhting nam 60 hoac su sting bai tam ntitic nong cong cpngj chinh la noi h inh hanh cac hinh thtic van hda ngach. Dd la noi con ngtidi thoat khdi the gidi ctia nhting san pham hit va khdng b i chting chi phdi. Tuy nhien, ngay nay, nhting phong trao di t i m thtic an nau theo kieu thti cong, dtd cd ddng co da nhien heu, nhting khach hang bao ve mdi trtidng va nhting doanh

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Cai duoi dai marketing

nghiep huong ve nen bo xa hoi - tat ca co nguon gdc n i nhiing dia diem phan-van hoa nhu Berkeley - dang lam thay ddi bUc tranh tieu dting, n i he thdng Wal-Mart den cac chuong tr inh truyen hinh gid cao diem.

Lay sdcdla lam v i du. TU Thuy Si den Hershey1, chac chan la tat ca mpi thU co the sti dung de tao ra th i trudng mdi cho hat cacao da duoc khai thac. Tuy nhien, each day khdng lau, dieu tuong tu da dupe ndi den ddi vol mdt loai hat khac ma chting ta phai tra cho Starbucks 3 dola vao mdi budi sang. Chting ta khdng bao gid dupe danh gia thap sUc manh ctia nhiing thi trudng sieu nho ddi vol nhiing thU ma trudc day dupe cho la chi ton tai dudi mpt hinh thUc.

Ngay nay, sdcdla dang nhanh chong t rd thanh mdt loai ca phe mdi . Hoac thanh rtipu mdi. Bia mdi. Banh mi mdi. Che mdi . Hay dau d hu mdi. Tat ca cac mat hang tren da dupe phi thi trudng hoa khi mpt nha kinh doanh nao do nhan ra rang dang cd mpt th i trudng ldn d phan sau ctia Cdi dudi ddi. Dieu dd xay ra khi nhiing khach hang giau cd nhat vol khau vi tinh te nhat xuat hien, chd dpi mdt nha k inh doanh nhan ra rang cd nhu cau tiem an ddi vol san pham khong thupc loai

thdng thudng danh cho tat ca mpi ngudi.

Tdi da tham cong ty TCHO, mpt cong ty san xuat sdcdla bang th t i cong m d i dupe thanh lap de kiem nghiem nhan dinh tren. Dieu dau tien hp noi vol toi la nhUng sd lieu gay ngac nhien ve th i trudng sdcdla Cdi

1 Hang san xuat socola ldn nhat nude My.

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CAl DUOI DAl

dudi ddi. Tai My, th i trudng socola nhin. chung i t co su tang trtidng, vol doanh so ban ra khong tang nhanh hon dan so va lam phat. Tuy nhien, socola "thuong hang" co toe dp tang trudng 16%/nam. Trong dong "thupng hang", co mpt vai san pham co toe dp tang trudng con cao hon. Socola hi iu co tang trtidng 70%/ nam va loai "thtiOng mai cong bang1" tang trt idng khoang 2 nghin%/nam (mac dti xuat phat t t i doanh so rat nhd).

Khach hang ctia cac san pham ngach socola dang di theo Id t r inh dupe dat ra bdi nhting nha san xuSt ca phe trtidc day. Thay v i mua mdt dong socola, sau dd pha che va dong hop nht i phan ldn cac cong ty khac trong l inh vtic nay (bi cac nha san xuat sdcdla thu cong gpi mdt each nhao bang la nhiing "ngtidi nau lai" socola), hp lai mua hat n i mpt noi, sau dd theo ddi hanh t r inh ctia nd, t t i khau van chuyen den len men, say khd va nghien thanh bpt. Khi ban mua mdt thanh TCHO, ban se thay cd mpt so hieu tren dd ma ban cd the t im nd tren mang Google Earth de thay nhiing luong hat lam nen thanh sdcdla nay t t i mpt khu rupng, den kho gi t i hang. Tai moi chang dting chan cua nd, ban cd the thay hinh anh ve quy t r inh san xuat va ngtidi san xuat. Cac me hang khdng giong nhau, bao gom sti pha t ron khac nhau cua nguyen lieu, phtiOng tien

1 Nguyen ban tieng Anh la Fair Trade, la mot trao luu hien nay d cac nude phat trien tren the gidi, chi mua hang nhap td cac nude ngheo vol dam bao rang ngudi san xuat dupe doi xd cong bang, khong bi boc lot sue lao dpng.

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Cai duoi dai marketing

va qua tr inh che bien. Doi vol khach hang quan tam den dieu do, thong t in nhu vay luon co san tren mang.

Do qua la sp toan cau hoa den rung loai thtic an.

Thong t in luon co gia t r i . Moi ngtidi se tra them tien de biet thtic an cua hp dtipc cung cap t t i dau, nham hieu chac c h i n ve chat ltipng cung nhti sti thinh vtipng cua nhting cong nhan s i n x u i t . Nhting hang hoa nao khac cd the dtipc phi thi trtidng hoa theo each tren?

Theo nghia nao dd, sti nd'i len cua cac s i n pham nong nghiep htiu co, che tao bang tay hay ttiong t t i nhti "thu cong" dang d i n chting ta quay t rd lai thdi ky trtidc day ctia nhting ngtidi ndng dan dia phtiOng, s i n x u i t bang tay va ky nang truyen thong. Vay th i tai sao chting lai la mpt phan trong qua t r inh chuyen dich van hoa do cong nghe chi phoi trong the ky 21? Bdi v i chung phan anh qua tr inh t rd lai cua cac s i n pham ngach. Den ltipt nd, qua t r inh nay lai b i t nguon t t i hang loat chan ly hien nhien ve van hda cua the gidi p h i t trien: giau cd (cac san pham ngach thtidng cd chi phi cao hon), khau vi ngay cang t inh te va hieu biet, cd sti trung hda, tham chi cd xu htidng da dang hda, va cac kenh phan phoi (nhti Whole Foods den Starbucks) cd k h i nang cung c ip da dang s i n pham horn b i t cti thdi ky nao trong

lich sti.

Sau dd la sti xuat hien ciia cac trang web. Khdng ke den viec chung cd vai t rd nht i la mpt th i trtidng s i n pham, thay vao dd, hay nghi den nd nht i mpt noi bay td quan diem. Hien tai th i hau het cac s i n pham dtipc

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CAl DUOI DAI

ban khong qua mang, giong nhu* trudc day. Tuy nhien, trong nhting nam tdi, se co ngay cang nhieu san pham dtidc quang cao tren mang, khai thac Idi the cua cac cong cu tren mang de nhan biet cac nhom nhd khach hang va tac ddng den sti lan truyen bang mieng mot each cd hieu qua hon bat cti thdi ky nao trong lich sti. Khdng phai tat ca cac nganh cong nghiep deu cd sif da dang vd tan ve san pham, song tat ca cac nganh cong nghiep deu co sti da dang vo tan ve khach hang. Cuoi cung, chting ta co the ting x t i vdi ho nhti nhting ca nhan rieng biet. Dd la bud'i hoang hdn ciia nhting doan quang cao keo dai 30 giay tren truyen hinh.

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C A l D U O I C U A T L f d N G L A I

Voi khoang 5 nghin dola, ban co the mua mot chiec may co ten May in Desktop Factory 3D. Do la mot chiec may de ban dep, mac du van con hoi dat. Tuy nhien, gia ca dang giam nhanh giong nhu gia nhiing chiec may in laser mot thap ky trtidc day. Chinh nhting cong nghe mdi dang lam thang hoa t r i ttiting ttigmg. Han cac ban con nhd cau chuyen ve Nha may LEGO, noi ban co the thiet ke mau, dtia len mang va tat ca do dac se dtidc giao trong vong mot den 2 man. Gid day ban cd the khdng phai chd dai de nhan hang ntia. May in 3D la mot nha may trong gia dinh, cd the san xuat ra nhieu th t i vdi kich cd khac nhau. Mot ngay nao dd, loai may in nay se thdng dung nh t i may in mtic va khdng qua dat. Chting ta hay nghi xem dieu dd se ra sao.

May in 3D hien nay cd nhieu loai, nhting loai thdng dung nhat sti dung mot tia laser de bien ddng nhtia long hay bot t rd thanh nhtia ciing theo bat cti hinh thti nao ma ban muon. Chi can dtia mot tep dt i lieu vat ba chieu, nht i mot chtiting t r inh CAD, hay tham chi tep

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CAl DUOI DAI

dt i lieu anh cua mot nhan vat trong phim, tia laser se giup tao ra hinh anh Tung lop, ning lop mot, mot phien ban bang nhtia hoan hao ctia vat the se n i t t i 16 ra. May i n Desktop Factory 3D co the chuyen dt i heu thanh vat the ngay trong ngoi nha ctia ban. Do la cong nghe san xuat tan tien nhat ctia Cdi dudi ddi do vat.

Khi may in 3D co the sti dung chat lieu khac ngoai nhua, nhu k i m loai hay thiiy t inh, chung ta co the t u san xuat phu ning, do choi va co the ca mot chiec may ma chiing ta tai xuong t t i mot ngtidi ban hang tren mang. Chung ta da lam duoc dieu do doi vol san pham so: ban co the chon each de nhan duoc t t i Amazon phan mem ve thue trong vong mtitii ngay, hay don gian hon la tai phan mem nay n i tren mang xuong va sti dung dtidc ngay. Nhting dich vu khac ciing cho ban sti lira chon ttiong t t i : nhan dia CD vao man tdi hay tai phan mem bai hat ngay lap ttic. Mot ngay nao do, dieu nay se dtidc md rdng doi vdi hang hda vat the. Ban co the in anh d nha hdm nay; ban co the in khung anh d nha trong ttiong lai.

Ban co the da hinh dung ra dtidc vien canh dd. Nha thiet ke video game huyen thoai Wil l Wright dang hoan tat cong doan cuoi ciing ctia game tiep theo ctia ong ta co ten Spore. Trong game nay, ban co the thiet ke nhan vat ctia rieng ban, t u trang t r i va nhan each hoa nhan vat ciia ban. Neu ban hai long ve tac pham cua minh, ban co the tai no len mang Spore. Sau do, chi mat khoang 20 dola, ban co the i n 3D nhan vat ciia ban nhu that - ve mau sac, chai lieu... Moi nhan

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Cai duoi ciia tuong lai

vat do co t i nh doc nhat va se dung d ctia trudc nha ban mpt hai man ni ia . Hay nghi ve dieu do nhu Cdi dudi ddi t rong buon ban va mpt y tudng tao bao ve tudng lai.

Giong nhu tat ca mpi thU, Cdi dudi ddi ctia mong lai se dai ra, dupe luu t r t i dudi dang dU lieu va dupe chuyen den nha ban bang cap quang. Sau do, no se dupe hien thuc hda, t r d thanh vat the hoan chinh de sti dpng ngay k h i can. Dieu nay nghe giong khoa hpc vien tudng, nhung nd ciing giong nhu viec chiing ta muon cd ca mpt t hu vien am nhac bd tui each day chi

mpt thap nien.

Trong the gidi giai t r i va thdng tin, chiing ta da vuot qua rao can ciia gia sach va kenh truyen, cung nhu khong con b i chi phoi bdl mpt hinh thUc giai t r i danh cho tat ca mp i ngudi nhu trUtic day nUa. Khong lau nUa, chiing ta cd the se vupt qua rao can trong san xuat hang loat. Sp bung nd ma chiing ta da chting kien trong van hda nhd ky thuat sd se keo theo sp bung nd trong cac l inh vuc khac ctia ddi song. Cau hdi ctia ngay mai se khdng phai la lieu rang nhieu sti hia chpn se la tot hdn, ma se la chting ta thtic sp1 mudn gi? Trong the

gidi vd tan, mp i th t i deu cd the xay ra.

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CAI DUOI DAI

LOfI B A T

Trong nhting thang sau kh i cuon sach Cdi dudi ddi duoc xuat ban lan dau tien, co hai su kien dang nhd da xay ra. ThU nhat (va that ngac nhien doi vdi mot cuon sach viet ve quyen luc cua san pham ngach), no da t rd thanh cuon sach ban chay nhat, nam trong danh sach mudi cuon sach ban chay nhat ctia Thai bdo New York va la cuon sach phi h u cau ban chay nhat tai Trung Quoc. Nhung dieu quan trong hon la no duoc doc va phan anh trong cac nganh cong nghiep ma td i chua bao gid coi la doi tuong cua th i trudng Cdi dudi ddi. Hang tram doc gia da viet cho to i de mieu ta Cdi dudi ddi dang co mat d mo i noi, t t i cong dong Cong giao (Giao due tai gia cua Cong giao la Cdi dudi ddi ve giao due!) den sach bao khieu dam (cd the dd la v i du xac dang nhat ve th i hieu da dang ciia cpng dong dan so, nhting toi se de dieu nay cho ngtidi khac binh luan).

Tdi thtidng xuyen dtipc hdi ve nhting vi dp lien quan den tac dpng ctia Cdi dudi ddi ben ngoai l inh vtic ky thuat so trong truyen thdng va giai t r i . Trong nhting chtiting dau ctia cuon sach, td i da dtia ra nhting v i dp, t t i eBay den LEGO, nhting dpc gia muon biet heu x u the vd vun ciia t h j trt idng va viec khach hang yeu cau cac san pham ngach cd dien ra trong nganh ban le

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truyen thong va hang hoa dong goi hay khong. Cau tra lo i la co, mac du khong dien ra mot each manh me nhu trong l m h vuc ky thuat so, noi k inh t§ hoc phan phoi dang thay ddi vol tdc do nhanh nhat.

Linh vuc thoi trang la mpt v i du dien hinh, gdm cac san pham ngach dang ban tren th i trudng nhu cac ctia hang nho va trang phuc sang trpng (tao ra xu the tai phan Dau Ngan trong nganh ban le truyen thdng) den nhting san pham mdi nht i trang phuc cd dien (eBay la nha ban le l t in nhat ve the loai nay) va nhting chiec ao phong t t i may tren cac trang nht i Threadless.com.

Du lich la mpt v i dp ntia. Sti bung nd cua cac hang hang khdng gia re d i tien phong bdl easyjet va Ryanair da lam giam dang ke chi phi d i lai cua hang trieu ngtidi tdi cac thanh phd va khu vuc ben ngoai cac tour du lich chu dao, t t i Dong A u den nhting thanh phd va thi trai l nhd d Tay Au .

Mpt l inh vuc ntia can ndi den la th i trudng am thuc ht iu cti va "lam thu cong" da bat dau nhti mdt thi trtidng am thuc nhanh tai nhting ndi nht i Berkeley ctia tdi va phong trao Slow Food d vting que Italia, gid day da t r d thanh t h j tr t idng chinh qua kenh phan phdi Whole Foods. Viec Wal-Mart t i m each gom du stia htiu cd de thoa man nhu cau ciia hang trieu khach hang trung luu d My la mpt v i dp ndi bat ve viec nhting luc ltipng d phan sau Cdi dudi ddi da tham nhap vao Phan

Dau nh t i the nao.

Mpt trong nhting v i dp tuyet vol va dang ngac nhien

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CAI DUOI DAl

(thtic sti) ve sir m d rpng ciia ly thuyet nay da dien ra nam ngoai trong l inh vpc rtipu manh. Cong ty pha che rtipu ldn nhat ctia My la Anheuser-Busch da thanh lap mot bd phan cd ten la Cung cap ruou Cdi dudi ddi de ban cac san pham ruou "ngach", t t i "bia t t i che" cho

den cac loai ruou dia phtiOng.

Toi da lien he vdi Anheuser-Busch de nghe true tiep giai thich cua Clydesdale ve viec tai sao lai co su chuyen hudng t t i san pham hit den san pham ngach trong nganh rt iou. Tdi hieu rang Internet dang lam giam chi phi phan phoi trong nhieu nganh va cho phep ngtidi tieu dung nhieu sti hia chon hon (tren "gia de hang vd tan") nhting khdng hieu dieu do cd ap dung dtidc doi vdi nhung chiec chai va gia de hang htiu hinh

hay khdng.

Pat McGauley, Phd Chti tich ctia Bp phan Cung cap rt idu Cdi dudi ddi da giai thich: viec Anheuser-Busch

ban cac loai bia "ngach" khdng phai la do co thay dd'i cd ban ve phan phoi, ma do xu htidng quan tam ngay cang ndi len doi vdi cac san pham ngach trong nen van

hda ctia chting ta. Anheuser-Busch cd lp i the dpc dao so vdi cac cong ty ciing l inh vtic la nd la cong ty dti ldn de kiem soat he thong phan phoi (cac cong ty khac dtipc ben th t i ba phan phoi, nen kho cd the ban cac

san pham ngach), do vay co the tht i nghiem nhieu san pham hon cho cac khach hang ngach.

Trong mtidi nam qua, cong ty nay da m d rpng rat nhieu san pham bia. Cac loai bia lanh va do uong

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Cai duoi ciia tuong lai

manh cua cong ty da tang n i con so 26 vao nam 1997 len 80 vao nam 2007. Ngay nay, cong ty nay san xuat bia huU co, dd uong cho phu nuf va nhieu loai do uong khac nhu Bare Knuckle Stout den ZiegenBock (chi ban

ti Texas).

Nhung dieu lam toi thuc sU ngac nhien la loai bia moi nhat cua cong ty. De t i m ra rihting loai bia co huong v i dpc dao hon, cong ty nay da dtia ra san pham khong phai la bia htiu co, bia thu cong, bia cha phtiOng ma la bia danh cho ca ngtidi an kieng. Cuoi nam 2006, nd da dtia ra loa i bia khdng chtia g luten goi la Redbridge, dtidc lam t t i cay hia mien 1 thay v i lua mi

hay hia mach.

Doi lai, loai bia nay cd htiting v i tuyet hao. Hien nay, dang cd nhieu ngtidi quan tam tdi cac san pham khong chtia gluten, vay tai sao khdng san xuat bia nht i the? Tren thtic te, t h i trt idng nay la mpt cti hpi mang t inh cd dien cua Cdi dudi ddi, mot dieu td i da phat hien ra khi td i biet rang nhu cau ddi vol may htit bu i "ngach" se la robot hti t bu i t t i dpng (Roomba) va Dyson cong nghe cao, den may htit cd bp lpc dac biet de htit phan

hoa va vay dpng vat.

Mpt v i dp khac ve sti xuat hien ciia Cdi dudi ddi la toan cau hda van hda. Trong the thao, t in nic va giai t r i , chung ta dang thay ddi t t i duy, t t i viec chi tap trung vao nhiing khan gia d mpt k h u vpc dja ly, den viec

1 Mqt loai ke trong de lam ltfdng thpc d cac vung co khi hau am.

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CAI BUOI BAI

hudng tori nhieu khan gia ti nhieu khu vtic d ja ly tren the gioi.

Mot san pham hit of ntidc nay la san pham ngach ti nude khac. Tai Nhat Ban, ph im hoat hinh anime va truyen tranh manga la san pham hit, tai My, chung la san pham ngach. Telenovelas la san pham hit tai My Latin, tai nhUng noi khac, nd la san pham ngach. Doi vdi bong da, nd la san pham hit hau nhu d tat ca moi noi, t r t i My, noi cac tran dau bong da khong duoc phat tren truyen hinh, t r t i nhting tran trong khuon khd

World Cup.

Vi du ntia la cricket. Day la mon the thao dtipc yeu thich tai cac nude Khdi Thinh vuong chung va cac ntitic Tieu luc dia 1 ciing nht i cac ntidc thupc dia cua Anh trtidc day. Tai A n Dp, Pakistan, Uc, Nam Phi, New Zealand va Vtiong quoc Anh, tat ca cac tran dau cricket ldn deu dupe truyen l i inh true t i l p . Tai nhting noi khac, chting gan nht i khong cd mat. Theo nguyen ly k inh te ctia truyen hinh, dieu nay co the ly giai dtipc: Ban chi cd the dtia len song nhting npi dung dtipc cong chting quan tam. Nhting cd hang trieu ngtidi yeu bong chay ben ngoai mpt sd ntidc tren. Hp cung mudn dtipc xem true tiep (hay ghi hinh lai) gidng nht i ngtidi dan tai cac ntidc sd tai. Gid day, nhd six xuat hien cua phuong thtic sao l t iu video tren Web, hp co the xem nht i the.

Cd khoang 25 trieu ngtidi A n nhap cti, hau het hp d cac ntidc khdng phat mon cricket tren truyen hinh. Hay

1 Tut tieu luc dia An.

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Cai duoi cua tuong lai

nghi ve ho la Cong dong Cricket Nhap cu, mot nhom khan gia co t iem nang ldn. Dieu tuong t u cung xay ra doi vdi Cong ddng Rugby, Soccer, Sumo Nhap cu, v.v... Sau dd, hay chuyen sang t inh xem nhom khan gia toan c i u ve cac mon the thao ciia My: Nhom Bong da Nhap cu, nhom Bong chay Nhap cu, nhom Bong rd Nhap cu. Sau dd, hay chuyen sang ITnh vuc tin tire, trd choi truyen hinh, am nhac... Hay xem dieu dd cd nghia la gi?

Ngay nay, kh i ngay cang cd nhieu dai truyen hinh chuyen t t i cac chuong t r inh truyen hinh true tiep sang truyen hinh tren mang theo yeu cau, chung ta se btitic vao ky nguyen ma cac th i trtidng phan tan se cd vai trd quan trong nht i cac th i trtidng tap trung trtidc day. Video Cdi dudi ddi se hen ket cac cong ddng thdng qua van hda chung ctia ho, ngay ca neu hp chi dtipc coi la van hda ngach trong mdi tr t idng ma hp sinh song. Chting ta da chting kien dieu nay vdi sti ndi len cua dai phat thanh tieng Latin tai My; dieu dd se sdm md rdng td i cac nen van hda nhap cti khac, tai My va ca tren toan the gidi. Chting ta thtidng nghi ve Cdi dudi ddi nh t i mdt lpc lupng ciia sti phan tan, nhting nd cd the la mdt luc ltipng cua sir hpp nhat trong the gidi von

da b i phan tan.

Cd the se can mpt quyen sach khac viet ve nhting

su viec hen quan den su hien dien da dang va dang ngac nhien ctia Cdi dudi ddi. Nhting dieu dd can phai chd dpi mpt thdi gian khac va co the mpt tac gia khac. Dieu td i mudn ndi trong nhting ddng cudi ciing nay la de cap mpt each ngan gpn nhting hieu lam phd bien

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CAl DUOI DAI

nhat ve ly thuyet cua toi, nhiing dieu da hen nic xay ra doi vol cac bai dien thuyet ciia toi sau khi cuon sach dupe xuat ban lan dau tien.

Cho den nay, sp hieu lam pho bien nhat la Cdi dudi ddi dp bao sp ket thiic ciia ky nguyen hit. Cac san pham hit van chiem mot phan ciia dudng nhu cau giong nhu cac san pham ngach. Dieu ket thuc chinh la sU thong tri ciia cac san pham hit.

Trong thdi gian qua lau, hit va cac san pham nham •tdi hit da the hien su thdng t r i , bdi v i nhting cong ty htidng td i cac san pham hit dtipc tiep can kenh phan phdi ban le va kenh phan ndi chi co chd cho cac san pham ban chay. Nhung gid day, cac san pham ban chay phai chia th i phan vdi hang trieu san pham ngach va dieu nay se dan den mpt th i trtidng rat khac. Hay de td i giai thich.

Ve co ban cd ba loai san pham hit ma chting ta co the gpi la Loai 1, 2 va 3. Hai loai dau la san pham hit " t t i tren xuong" dtipc san xuat bdi cac cd may tao ra san pham hit truyen thdng ciia cac cong ty ldn, phong thu thanh, nha xuat ban... Loai th t i ba la san pham hit " t t i dtidl len" do ngtidi tieu dung tao thanh, mpt th i trt idng ctia cac san pham da dang va cd quyen lpc

ngay cang tang.

• Loai 1: San pham hit " t t i tren xuong" dac tiling: san pham tot va dtipc ddng dao ngtidi tieu dung htidng td i (nhti Coldplay va World Cup). NhUng san pham nay thu htit dtipc ngtidi tieu diing ldn ngay t t i dau va giU dtipc anh htidng lau.

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• Loai 2: San pham hit tong hop " t t i tren xuong"; nhung san pham khong hoan hao dupe quang ba mot phan npi dung, thanh cong trong viec thu htit nhieu khach hang mac di i hp co the khong thich (nhP Garfield: A Tail of Two Kitties). Nhiing san pham nay thu htit dPpc nhieu khach hang kh i tung ra nhung so lupng ngudi dung nhanh chong giam.

• Loai 3: san pham hit " t t i dtidi len", xuat hien do su truyen mieng va dupe ngtidi tieu dung ung ho (nhti Clap Your Hands Say Yeah hay March of the Penguins). NhUng san pham nay khong thu htit dtipc ngtidi tieu dung khi dtia ra nhting ngay cang cd nhieu khach hang.

Tdi cho rang san pham hit loai 1 se tiep tuc cd vai trd ldn. Loai 3 tham chi con cd vai trd ldn hon, do web rhi'nh la ltic ltipng khuech dai sti truyen mieng ldn nhat ctia chting ta. Nhting loai 2 se giam xuong do ngtidi tieu dung truyen t in ve sti yeu kem ctia nd nhanh hon

bao gid het.

Dieu rut ra d day la: Trong mpt the gidi Cdi dudi ddi, nhieu san pham hit " t t i tren xuong" se giam anh htidng va nhting san pham hit " t t i d t id i len" se tang anh htidng. Dieu dd khdng cd nghia la sti ket thtic cua cac san pham hit - nd la sti nd'i len ctia mdt loai hit mdi.

Mdt cau hdi khac la lieu ly thuyet Cdi dudi ddi cd nghia la cac nha san xuat vd danh se cd hy vpng t rd nen giau cd. Dang tiec la cau tra Idi la: khdng don gian

nh t i the.

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CAI DUOI DAI

Th i i nhat, hay xem ly thuyet cua to i thiic si i da noi gi. Npi dung cot lo i cua no co hai phan: (A) Neu ban co the giam dang ke chi ph i san xuat va phan phoi th i ban co the san xuat nhieu hon dang ke cac mat hang; (B) Trong boi canh co nhieu mat hang va nhieu cong cu sap xep de dang cac mat hang do de dap l ing nhu cau ciia cac ca nhan th i ngtidi tieu diing se tieu diing ngay cang nhieu hon cac mat hang da dang theo sd thich ca nhan, hon la cac mat hang giong nhau nhu trudc day.

Ve co ban, co ba loai doi ttiting tham gia vao th i trtidng Cdi duoi ddi: khach hang, cac nha tap hdp va nha san xuat (can chti y rang ban cd the t r d thanh ca ba doi ttiong tren bdi v i chung khdng he khdng ttiong thich vdi nhau).

• Nguoi tieu dung. Tac dpng: chti yeu ve van hda. Hp co nhieu liia chpn htin, do v | y se cd nhieu sd thich ca nhan hdn dtipc dap ting mac dti tac dpng ctia vi?c nay la sti xuat hien ctia van hda ngay cang b i chia nhd.

• Cac nha tap hpp. Tac dpng: chu yeu ve k inh te. Chtia bao gid viec lien ket cac hang hda da dang va tao ra cac cong cu de to' chtic chting, t t i cong cu t im kiem den khuyen nghi cua ngtidi tieu dung, lai de dang nht i bay gid. Cac mat hang da dang va nhu cau da dang dong nghia vdi cd hpi . Ciing can l t iu y rang, giong nht i se khdng cd mpt san pham nao phu hpp vdi tat ca mpi ngtidi, ciing

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Cai duoi cua tuong lai

khong co mot nha tap hop nao dap ung dtiOc tat ca nhu cau t i m kiem. Toi cho rang nhung v i du theo kieu dtidc-an-ca nhu eBay, Amazon, iTunes va Google la nhUng hien mong ban dau. NhUng nha tap hop doi vdi cac san pham chuyen bi§t (nhu t i m kiem theo hang doc cua dich vu bat dong san Zillow) se tang len.

• Cac nha san xuat. Tac dong: chti yeu phi kinh te. Doi vol cac nha san xuat, l t i i ich ctia Cdi dudi ddi khong hoan toan tao ra thu nhap true tiep. Moi trang blog trung binh ciia Google Adsense se mang lai loi ich rat nho va m6i kenh nen MySpace se khong ban dti dia Cdi duoi ddi de tra d i i chi phi ghi dia, chU chua noi gi den chi phi tra luong. NhUng kha nang tap hop nhting kenh nho be nht i the se co y nghia khac. Mot blog se la cong cu mang tinh ca nhan rat ldn, hen quan den nhieu thti , t t i cung cap vi£c lam den cac hop dong t t i van. Hau het cac kenh cua MySpace nham Idi keo khan gia tdi cac cuoc bieu dien trtic tiep, la muc tieu ma hau het cac ban nhac htidng tdi. T t i quan diem kinh te phi tien te dtia tren uy tin, Cdi duoi ddi la ndi chao ddn nhieu cti dan den sinh song

hdn ntia.

Doi vdi mot blogger hay mot nha xuat ban nhd, Cdi duoi ddi khdng mang lai sti giau cd. Neu nhting gi ban dang lam mang lai gia t r i , no se mang den cho ban sti chti y hdn, danh tieng hon va nhieu ngtidi biet ve san

435

CAI DUOI DAl

pham ciia ban hem. Nhung viec chuyen nhung nguon luc phi tien te do trai thanh tien lai tuy thupc vao ban, va moi ngtidi co each rieng de lam dieu do. Doi vdi nhieu ngtidi, dtipc ton trpng thtidng la du de thoa man hp. Nhung dieu quan trpng la ky vpng dung mtic. Cdi dudi ddi khong xoa bo dtipc sti vd danh ma chi giam thieu nd. Nhting doi vdi hau het chung ta, nhting ngtidi song, lam viec va vui choi trong the gidi dudi, th i sti thay ddi ve van hoa theo htidng nhting sd thich thieu sd da va dang mang lai nen van hda nang dpng va giau co hon. Lam each nao va khi nao lpi nhuan den t t i nen van hda do se la hien thtic ctia vai thap nien tdi .

436

"Cdi dudi ddi l i mpt trong nhiing cuon

sich gay chu y nhat trong nam."

— BusinessWeek

"Trong tic pham rat dang doc nay,

Anderson da dua ra mot 16 trinh cho

tuong lai ciia nganh thuong mai, mot 16

trinh cd the se lam sing td ban khoan

cua nhieu ngudi - ca ngudi bin hang va

khich hang."

— The Plain Dealer

"Cong nghe vi Internet dang bien the

gidi trd nen nhd hon v i ket noi hon.

Cdi dudi dai l i cuon sich dau tien giai

thi'ch chinh xic ve kha ning tiep can cic

thi trudng ngich se tao ra co hoi ldn

nhu the nao."

— Terry Semel, CEO, Yahoo!

Trong cuon sach ve kinh doanh quan trong nhat sau cuon

sich The Tipping Point, Chris Anderson da chi ra r i n g tai

sao tuong lai cua thuong mai va van hda khong phai chay

theo nhung san pham hit, ma con cd nhung th i i tudng

nhu bi quen lang — Cdi dudi dai vo ttin ciia nhiing san

pham ngach tren dudng cong nhu cau.

"Cuon sach nay xiing dang d tren gia sach cung vdi

cac cuon sach The Tipping Point va Freakonomics. "

— Reed 1 Listings, CEO, Netflix

"Nhan quan ciia Anderson tiep tuc co anh hudng sau sac den

tu duy chien luqc cua Google."

— Eric Schmidt, CEO, Google

"Bat cti ai quan tam den truyen thong - dung ra la bat cii ai

quan tam den xa hoi cua chung ta va tuong lai -

can phai doc cuon sach nay."

Kol> Glaser, CEO, RealNetworks

THE LONG TAIL. Copyright 0 2006, 2008 Chris Anderson. Nha xuat ban Tre doc quyen xuat ban bin tieng Vi ttheo Hop dong nhuong quyen thdng qua Brockman Inc., thang 9-2006,

CSI dudl dii

Gia: 84.000 d