Tiep Thi Than Kinh Chia Khoa Mo Cua Bo Nao Khach Hang

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  • Tip th thn kinh hc: Cha kho gii m b no khch hngMinh An dch t Business Know-how

    Doanh nghip bn tng bao gi bnkhon...- Ti sao nhng sn phm cht lng thpnht v gi cao nht vn c bn chy?- Ti sao v nh th no cc khch hng vnmua mt s sn phm/dch v, khi m lachn ca h khng thc t v thiu hp l?- Ti sao mt vi nhn hiu c sng bitrong khi nhiu nhn hiu khc c lng trungthnh con s khng trn trnh?Mt lnh vc c gi l Tip th thn kinhhc (NeuroMarketing) - s phi kt hp cathn kinh hc, ngh thut tip th v cngngh - xut hin v gy s ch ln trongnhiu ngnh ngh v lnh vc kinh doanh.Nhng nghin cu mi nht v xu hng tip

    th c bit ny c th gip bn bin cc khch hng tim nng thnh nhng khch hngchnh thc, cng nh to dng c lng trung thnh sut i cng cc khch hngcung nhit nht.Tip th thn kinh hc: Cha kho m ca b no khch hng!Trong tip th truyn thng, chng ta c khuyn rng ... "tun th ng cc cng thc c kim chng v cc tiu , li ch v bo m tho mn li cun khch hng vri ku gi hnh ng, doanh s bn hng ca bn s tng vt".Qu vy, thm ch c nhng nh tip th hng u c th chng thc rng cc chin dchthnh cng phn no da trn cc yu t . Song khng phi chin dch no cng nhnhau.V cho n by gi ...Khoa hc thn kinh v khoa hc hnh vi - chng hn nh NLP (Chng trnh Ngn ngThn inh - Neuro Linguistic Programming) - tt c u khng nh rng:"Tim thc ca chng ta khng phi l thc ch quan ng vai tr nh hng cchthc chng ta phn ng vi cc qung co, nhn hiu, sn phm v cui cng l nhhng tt c cc quyt nh mua hng ca chng ta. Cc khch hng khng thc s bitti sao h mua nhng g h mua, l l do cc nghin cu tip th truyn thng thngkhng hiu qu".Chnh cu trc ca b no s l cu tr li r rng nht cho vn c nhiu nh tip thquan tm ny.

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  • B no v yu t quyt nh mua hngTheo cc nh khoa hc thn kinh, b no c 3 thnh phn chnh, mi b phn m nhnmt chc nng ring bit. Nhng "b no con" ny - n cha bn trong b no ln - sbao gm:

    B no "Con ngi" ("Mi", hay ngoi cng): Phn tin ho nht ca b noc bit n vi t cch v no. Chu trch nhim cho cc suy ngh lgic, thc, ngn ng, hc tp v cc tnh cch con ngi.

    B no "ng vt" ( gia): c bit n nh h thng phn ng ca conngi. Chu trch nhim cho cm xc, tm trng, tr nh v hcmn.

    B no "B st" (Gi nua): c bit n nh s kim sot t nhin i vi ccchc nng tn ti c bn ca con ngi nh i, th, phn x hay bn nng trnhxa nguy him.

    Trong khi Tip th Thn kinh hc vn l mt lnh vc ht sc mi m vi nhiu cu hicha c tr li th c mt vn kh r rng v c kim chng: B no "B st"(hay cn gi l B no "Gi nua") nh hng cc quyt nh mua hng ca ngi tiudng.Theo tc gi Erik du Plessis trong cun sch The Advertised Mind, b no "B st" iuchnh tt c qu trnh ra quyt nh nhanh chng.Cn Clotaire Rapaille - ch tch kim nh nghin cu tip th ca hng ArchetypeDiscoveries Worldwide khng nh trong mt cuc phng vn trn truyn hnh rng:"Loi b st lun thng. Ti khng quan tm nhng g v mt tr tu bn ni vi ti. Tisao? Bi v b st lun thng". nng cao doanh s, lng trung thnh v nhn hiu, bn phi hiu c "im nng bst" ca cc khch hng. Mt thng ip "v no" chng hn "Hy mua sn phm ca tiv n r hn 20%" s khng mua c lng trung thnh ngi tiu dng.Doanh nghip no khi dy c nhng phn ng "b st" u tin s chin thng. ll do ti sao hng Coke sau nhiu nm vn tip tc dn u th trng nc gii kht.B no "B st" v Li nhun: 7 yu t khng th b qua v cch thc v l dongi tiu dng mua hngB no "gi nua" ca chng ta thng ln t cc suy ngh logic v nh hng tt c ccquyt nh mua hng cho nhng l do vt khi nhn thc l tr. tc ng ln quyt nh mua hng ca ngi tiu dng, cc doanh nghip phi bit rcch thc b no "b st" vn hnh v ni ng ngn ng ca n. V c 7 vn quan

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  • trng v b no ny cn c quan tm thu o gip b sung gi tr kinh doanh chodoanh nghip1. B no "b st" c nh hng bi cm xcB no "b st" ca chng ta vn hnh mt cch t ng, nh mt chic my phn hitc nhn kch thch. Cc cm xc ny sinh mt cch t nhin theo nhng kch thch gicquan. Mi v ca hng, m thanh xung quanh, cnh quan khu vc,... tt c u khi dycc phn ng cm xc v thc.Cm xc ng vai tr quan trng trong cc quyt nh mua hng ca chng ta. Ccchuyn gia kinh doanh nhc nh chng ta rng trong mt nn kinh t tha thi hng honh ngy nay, tnh cm ca ngi tiu dng s nh hng quyt nh mua hng v cons li nhun.Yu cu mi bt buc i vi cc doanh nghip l tip cn v li ko tnh cm cangi tiu dng.Cho mng n vi "Nn kinh t Cm xc".Bi hc rt ra: Cng khuy ng nhiu cm xc lin quan ti sn phm hay dch v baonhiu, doanh nghip bn cng c nhiu c hi c c tnh cm ca khch hng v nhhng ti hnh vi mua hng ca h by nhiu.2. B no "b st" quyt nh cc nn tng s cn bng gia c li v mt mtHai yu t c bn nh hng ln tt c hnh vi v quyt nh ca con ngi l tmkim s tho mn v trnh xa au n hay mt mt. Theo Kevin Hogan, tc gi cunsch Khoa hc nh hng (The Science of Influence), hu ht mi ngi phn ng livi n s mt mt v e do au n theo cch thc c bit hn vic h c c ci g.Ngi tiu dng tp trung nhiu hn vo vic khng b au n hay mt mt so vi nhucu cm thy tuyt vi khi ra mt quyt nh no . T l chnh lch 2,5:1 gia victrnh xa mt mt v cm gic tha mn cho thy tm quan trng ca mt mt trong bno ngi tiu dng. Lm th no chin thng v c c s cn bng i vi chnhlch au n, mt mt & c li?Bi hc rt ra: Chuyn gia tip th ni ting Seth Godin din gii thng qua ng congTn hng/Tin bc (Joy/Cash Curve) ca ng rng nhng giao dch mua sm gi tr caothng to ra s au n/mt mt mua sm nhiu hn.Gii php ca Seth Godin l cc doanh nghip cn b sung nhiu hn li ch, nim vuisng v s tho mn vo quy trnh mua sm. Theo Godin, khi doanh nghip to dngnim vui trong mua sm, doanh nghip thc s ti lp li "thc o gi tr" ca khch

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  • hng. Hy tm kim nhng cch thc b sung nim vui cho khch hng vo quy trnhmua sm ca doanh nghip?3. B no "b st" chu s nh hng ln bi bt u v kt thcCc nghin cu khng nh rng s bt u v kt thc ca mt s kin hay mt tringhim s thay i nhn thc ca chng ta v ton b tri nghim. Nhng n tng banu ca chng ta s tr thnh b lc cho cch thc chng ta nhn thc nhng g cn thchin theo. Nhng tri nghim gn y nht s li mt n tng cui cng vi trnglng ln hn.Bi hc rt ra: Trong tip th, thng ip ca cc doanh nghip c chp nhn, victo ra n tng ban u mnh m l rt quan trng c th l mt cu truyn hp dn,mt n ci thn thin,....Cng nh vy, cho d khch hng c c mt tri nghim th v hay khng th v ivi sn phm hay doanh nghip, nhng tri nghim gn y nht s c tm nh hng ticc quyt nh mua hng trong tng lai ln hn tt c cc tri nghim trc cng li.Nhng n tng no cc doanh nghip c th li cho khch hng trong mt vi giygp g u tin hay trong mt vi cu ni ban u? S tip xc khch hng gn y nht y mnh hay hu hoi vic mua sm lp li ca khch hng ra sao?4. B no "b st" chu s nh hng th gic v phn ng nhanh chng vi cchnh nhT thi im sinh ra trn i, chng ta c th thy cc hnh nh v lin tng ti nghaca n. Trong giao tip, chng ta c dy rng 65% ca cch thc thng ip chng tac nhn l thng qua yu t sinh l t nhin (hay qua c quan th gic.Nhiu nghin cu cn ch ra rng n tng u tin ca mt ai v chng ta c danhiu trn hnh thc sinh l vt cht. Trong mi trng hp, l vic b no "b st"ca chng ta phn ng mau l qua c quan th gic, ch khng phi c quan thnh gic.Ngn t l lnh vc ca v no (b no "con ngi") v ng th hai trong quy trnh raquyt nh mua hng.Bi hc rt ra: Hy y mnh v a ra cc thng ip tip th then cht ca doanhnghip trn c s hnh nh, chng hn nh cc thit k ca sn phm, hnh nh trongqung co, bao b bn ngoi,... Ni no doanh nghip c th y mnh v mt hnh nhi vi nhn hiu v nhng kt nt cm xc vi cc khch hng?5. B no "b st" nhn thc "ni au mua sm" trong cc iu kin c lin quan,ch khng phi iu kin xc ngKhoa hc thn kinh ni vi chng ta rng "ni au" trong b no "b st" c kch hotch yu qua gi c, khng phi trong nhng iu kin xc thc r nt m trong nhng

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  • iu kin c lin quan, chng hn nh cng bng & bt cng, hay s dng thay th ngtin.V vy, cch thc doanh nghip din gii hay nh hnh cc gi c c th khin cc khchhng ri b. Lm th doanh nghip c th gim thiu s kch hot nhng ni au trong trno khch hng lin quan ti gi c?Bi hc rt ra: T nhiu bi vit v bnh lun khc nhau ca cc chuyn gia trn trangweb www.neurosciencemarketing.com, cc chin lc then cht bao gm:

    Trnh xa yu t gi c bao nhiu cng tt by nhiu (iu m s kch hot s aun trong b no "b st").

    S dng vic nh gi "trn gi" so vi nh gi tng thnh phn c nhn (bivic nh gi tng thnh phn c nhn s gy au n hn trong b no "bst").

    Chui cc u t nh l tng phn ("bite-size") thay cho mt khon u t lnnh kiu ca Netflix.

    6. B no "b st" ch hiu duy nht nhng g hu hnh, vt cht v c thTheo Patrick Renvoise, b no "b st" khng ngng ghi nhn nhng g thn quen v huhnh. N khng hiu c cc con s hay cc thut ng tru tng, chng hn "gii phpton din" hay "phng thc tch hp".Bi hc rt ra: ni chuyn vi b no "b st", cc doanh nghip phi s dng ccli ch hu hnh, chnh l nhng g mt khch hng s nhn thy, nghe thy, cm thy,ngi thy, s thy.V d, mt li ha "hnh phc ln hn" l mt cu ni sai ng php vi b no "b st".Thay vo , hy ni vi cc khch hng rng lm th no m h s thc dy vo misng vi mt n ci thoi mi. Hay s dng cc php n d (chng hn lin tng dchc ca bn nh mt cho mi "Cadillac") to ra cc li ch hu hnh hn.7. Tm kim sot ca b no "b st" i vi cc quyt nh mua hng l khc nhautu thuc vo vn haTheo nh nghin cu th trng Clotaire Rapaille, mt vi nn vn ho rt mang tnh "bst", chng hn nh vn ho ngi M. Ngi M mun th lao v s hi lng ngay tckhc.Trong khi , nhiu nn vn ho khc nh Php hay c th mang tnh "v no" v cnh hng kim sot. Khuynh hng ca h l suy ngh v nhng g ang lm.

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  • Bi hc rt ra: Cc doanh nghip cn thch nghi cc giao tip tip th ca mnh vi tngnn vn ho v phn no trong b no ca h nh hng cc quyt nh mua hng. Hys dng s li cun cm xc vi ngi M v l tr logic vi cc nn vn ho chu u.Trong khi Tip th Thn kinh hc vn trong giai on trng nc, n c sc nh hngln mang tnh cch mng i vi cch thc chng ta tip th cc sn phm hay dch vca mnh. iu quan trng nht vic s dng n v nhng l do thch hp.V t , Tip th Thn kinh hc c xem nh mt con ng hiu su hn v cckhch hng v cui cng l phc v h tt hn. Khi c s dng theo ng nh vy, nc th c tc ng ln ln doanh thu v li nhun ca mi doanh nghip.

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