{"id":7513,"date":"2018-12-17T17:08:19","date_gmt":"2018-12-17T10:08:19","guid":{"rendered":"https:\/\/vietbrands.vn\/?p=7513"},"modified":"2018-12-24T10:00:47","modified_gmt":"2018-12-24T03:00:47","slug":"kiem-toan-thuong-hieu-kiem-toan-thuong-hieu-la-gi","status":"publish","type":"post","link":"https:\/\/vietbrands.vn\/?p=7513","title":{"rendered":"Ki\u1ec3m to\u00e1n th\u01b0\u01a1ng hi\u1ec7u – ki\u1ec3m to\u00e1n th\u01b0\u01a1ng hi\u1ec7u l\u00e0 g\u00ec?"},"content":{"rendered":"

M\u1ee5c \u0111\u00edch c\u1ee7a ki\u1ec3m to\u00e1n th\u01b0\u01a1ng hi\u1ec7u<\/a> l\u00e0 g\u00ec?<\/span><\/h2>\n

“M\u1ee5c \u0111\u00edch \u0111\u1eb1ng sau vi\u1ec7c ki\u1ec3m to\u00e1n th\u01b0\u01a1ng hi\u1ec7u<\/a> l\u00e0 minh b\u1ea1ch v\u00e0 \u0111\u01a1n gi\u1ea3n: \u0111\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c m\u1ed9t s\u1ef1 hi\u1ec3u bi\u1ebft c\u01a1 b\u1ea3n v\u1ec1 v\u1ecb tr\u00ed c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u b\u1ea1n trong t\u00ecnh tr\u1ea1ng hi\u1ec7n t\u1ea1i”.<\/span><\/p>\n

Khi n\u00e0o v\u00e0 t\u1ea1i sao n\u00ean ki\u1ec3m tra th\u01b0\u01a1ng hi\u1ec7u<\/a> c\u1ee7a ch\u00fang t\u00f4i?<\/h2>\n

Ph\u1ea7n l\u1edbn c\u00e1c doanh nghi\u1ec7p \u0111\u1ec1u tr\u1ea3i qua qu\u00e1 tr\u00ecnh ki\u1ec3m tra th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u00ecnh khi h\u1ecd c\u00f3 m\u1ed9t s\u1ef1 quan t\u00e2m \u0111\u1eb7c bi\u1ec7t trong vi\u1ec7c t\u1ea1o ra s\u1ef1 thay \u0111\u1ed5i trong t\u1ed5 ch\u1ee9c c\u1ee7a h\u1ecd. C\u00f3 l\u1ebd h\u1ecd \u0111ang \u0111\u1ed5i th\u01b0\u01a1ng hi\u1ec7u, ho\u1eb7c l\u00e0m m\u1edbi l\u1ea1i c\u00e1i nh\u00ecn hi\u1ec7n t\u1ea1i c\u1ee7a h\u1ecd. \u0110\u00e2y s\u1ebd l\u00e0 th\u1eddi \u0111i\u1ec3m ho\u00e0n h\u1ea3o \u0111\u1ec3 xem th\u01b0\u01a1ng hi\u1ec7u hi\u1ec7n t\u1ea1i c\u1ee7a b\u1ea1n v\u00e0 xem n\u00f3 \u0111\u00e3 thay \u0111\u1ed5i th\u1ebf n\u00f2 t\u1eeb khi n\u00f3 ra \u0111\u1eddi. C\u00f3 l\u1ebd m\u1ed9t c\u00f4ng ty kh\u00f4ng h\u00e0i l\u00f2ng v\u1edbi truy\u1ec1n th\u00f4ng n\u1ed9i b\u1ed9 c\u1ee7a h\u1ecd v\u00e0 quan h\u1ec7 nh\u00e2n vi\u00ean. M\u1ed9t gi\u00e1m \u0111\u1ed1c \u0111i\u1ec1u h\u00e0nh th\u00f4ng minh ho\u1eb7c CMO c\u00f3 th\u1ec3 n\u1eafm l\u1ea5y c\u01a1 h\u1ed9i \u0111\u1ec3 \u0111\u00e1nh gi\u00e1 th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a h\u1ecd l\u00e0 g\u00ec, h\u1ecd l\u00e0 c\u00f4ng ty v\u00e0 h\u1ecd c\u1ea7n l\u00e0m g\u00ec t\u1eeb quan \u0111i\u1ec3m truy\u1ec1n th\u00f4ng \u0111\u1ec3 kh\u1eafc ph\u1ee5c c\u00e1c v\u1ea5n \u0111\u1ec1 ho\u1eb7c v\u1ea5n \u0111\u1ec1 n\u1ed9i b\u1ed9.<\/p>\n

S\u1ee9c m\u1ea1nh c\u1ee7a m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh h\u01a1n nhi\u1ec1u so v\u1edbi h\u1ea7u h\u1ebft m\u1ecdi ng\u01b0\u1eddi ngh\u0129. M\u1ed9t th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh m\u1ebd trao quy\u1ec1n v\u00e0 truy\u1ec1n c\u1ea3m h\u1ee9ng cho nh\u00e2n vi\u00ean. \u0110\u00f3 l\u00e0 n\u1ec1n t\u1ea3ng m\u00e0 tr\u00ean \u0111\u00f3 m\u1ed9t c\u00f4ng ty m\u1ea1nh m\u1ebd c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c x\u00e2y d\u1ef1ng. N\u1ebfu n\u1ec1n m\u00f3ng b\u1ecb r\u1ea1n n\u1ee9t \u1edf m\u1ed9t s\u1ed1 khu v\u1ef1c, \u0111i\u1ec1u \u0111\u00f3 s\u1ebd l\u00e0 m\u1ed1i quan t\u00e2m t\u1ed1t nh\u1ea5t c\u1ee7a ch\u1ee7 s\u1edf h\u1eefu nh\u00e0 \u1edf trong vi\u1ec7c ki\u1ec3m tra t\u00ecnh h\u00ecnh v\u00e0 \u0111\u01b0a ra c\u00e1c quy tr\u00ecnh \u0111\u00fang \u0111\u1eafn \u0111\u1ec3 s\u1eeda ch\u1eefa. T\u01b0\u01a1ng t\u1ef1 nh\u01b0 v\u1eady v\u1edbi c\u00e1c c\u00f4ng ty v\u00e0 th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a h\u1ecd.<\/p>\n

V\u1eady l\u00e0m th\u1ebf n\u00e0o t\u00f4i c\u00f3 th\u1ec3 ki\u1ec3m so\u00e1t hi\u1ec7u qu\u1ea3 th\u01b0\u01a1ng hi\u1ec7u<\/a> c\u1ee7a c\u00f4ng ty t\u00f4i n\u1ebfu t\u00f4i mu\u1ed1n ban h\u00e0nh thay \u0111\u1ed5i th\u1ef1c s\u1ef1?<\/span><\/h2>\n

V\u00ed d\u1ee5 – C\u00e1ch Th\u1ef1c hi\u1ec7n Ki\u1ec3m to\u00e1n Th\u01b0\u01a1ng hi\u1ec7u<\/span><\/p>\n

L\u00e0m m\u1ed9t cu\u1ed9c ki\u1ec3m tra th\u01b0\u01a1ng hi\u1ec7u t\u1eeb \u0111\u1ea7u c\u00f3 th\u1ec3 l\u00e0 m\u1ed9t n\u1ed7i \u0111au th\u1ef1c s\u1ef1, nh\u01b0ng n\u1ebfu b\u1ea1n c\u00f3 m\u1ed9t ph\u00e1c th\u1ea3o v\u1ec1 nh\u1eefng g\u00ec c\u1ea7n t\u00ecm, qu\u00e1 tr\u00ecnh ki\u1ec3m to\u00e1n th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3 t\u01b0\u01a1ng \u0111\u1ed1i kh\u00f4ng \u0111au. Ki\u1ec3m to\u00e1n th\u01b0\u01a1ng hi\u1ec7u r\u1ed9ng r\u00e3i n\u00ean xem x\u00e9t c\u00e1c lo\u1ea1i sau:<\/p>\n

X\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u n\u1ed9i b\u1ed9<\/span><\/strong><\/p>\n

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        • Gi\u00e1 tr\u1ecb Th\u01b0\u01a1ng hi\u1ec7u<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n
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            • \u0110\u1ec1 xu\u1ea5t b\u00e1n duy nh\u1ea5t (USP), l\u1eddi h\u1ee9a th\u01b0\u01a1ng hi\u1ec7u ho\u1eb7c b\u1ea3n ch\u1ea5t th\u01b0\u01a1ng hi\u1ec7u<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n
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                        X\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u b\u00ean ngo\u00e0i<\/strong><\/p>\n

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                          • Nh\u1eadn d\u1ea1ng doanh nghi\u1ec7p – bi\u1ec3u tr\u01b0ng v\u00e0 c\u00e1c y\u1ebfu t\u1ed1 th\u01b0\u01a1ng hi\u1ec7u kh\u00e1c <\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n
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                              • T\u00e0i li\u1ec7u b\u1ea3o \u0111\u1ea3m-t\u00e0i li\u1ec7u qu\u1ea3ng c\u00e1o, t\u00e0i li\u1ec7u in, hi\u1ec3n th\u1ecb tri\u1ec3n l\u00e3m th\u01b0\u01a1ng m\u1ea1i, v.v. <\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n
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                                  • Qu\u1ea3ng c\u00e1o <\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n
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                                              • Truy\u1ec1n th\u00f4ng x\u00e3 h\u1ed9i <\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n
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                                                  • T\u00e0i tr\u1ee3 \/ s\u1ef1 tham gia c\u1ee7a c\u1ed9ng \u0111\u1ed3ng \/ th\u00e0nh vi\u00ean <\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n
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                                                          • Ti\u1ebfp th\u1ecb n\u1ed9i dung v\u00e0 c\u00e1c t\u00e0i s\u1ea3n kh\u00e1c – blog, gi\u1ea5y tr\u1eafng, nghi\u00ean c\u1ee9u tr\u01b0\u1eddng h\u1ee3p, b\u00e0i b\u00e1o, s\u00e1ch, v.v … <\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n
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                                                            • Ch\u1ee9ng nh\u1eadn Video<\/span><\/li>\n<\/ul>\n

                                                              H\u1ec7 th\u1ed1ng v\u00e0 c\u01a1 s\u1edf h\u1ea1 t\u1ea7ng<\/strong><\/p>\n

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                                                                • H\u1ec7 th\u1ed1ng v\u00e0 C\u01a1 s\u1edf h\u1ea1 t\u1ea7ng<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n
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                                                                    • C\u00e1c s\u1ea3n ph\u1ea9m \/ ti\u00eau chu\u1ea9n th\u01b0\u01a1ng hi\u1ec7u <\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n
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                                                                        • C\u00e1c ch\u00ednh s\u00e1ch nh\u00e2n s\u1ef1 \/ qu\u00e1 tr\u00ecnh ti\u1ebfp nh\u1eadn <\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n
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                                                                            • Quy tr\u00ecnh b\u00e1n h\u00e0ng \/ \u0111i\u1ec3m ti\u1ebfp x\u00fac <\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n
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                                                                                • H\u1ec7 th\u1ed1ng n\u1ed9i b\u1ed9 <\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n
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                                                                                  • H\u1ec7 th\u1ed1ng d\u1ecbch v\u1ee5 kh\u00e1ch h\u00e0ng<\/span><\/li>\n<\/ul>\n

                                                                                    Ki\u1ec3m to\u00e1n th\u01b0\u01a1ng hi\u1ec7u: tr\u01b0\u1edbc v\u00e0 sau<\/h2>\n

                                                                                    Trong th\u1ecb tr\u01b0\u1eddng ng\u00e0y c\u00e0ng ph\u1ee9c t\u1ea1p ng\u00e0y nay, c\u00f3 m\u1ed9t s\u1ef1 t\u1eadp trung nhi\u1ec1u v\u00e0o l\u1ee3i t\u1ee9c \u0111\u1ea7u t\u01b0 (ROI). T\u1ea5t nhi\u00ean, ROI kh\u00f4ng ch\u1ec9 l\u00e0 m\u1ed9t th\u1ee7 thu\u1eadt \u0111\u1ec3 gi\u1eef c\u00e1c kh\u00e1ch h\u00e0ng th\u1ecfa m\u00e3n – c\u00e2n nh\u1eafc l\u1ee3i \u00edch t\u00e0i ch\u00ednh c\u1ee7a c\u00e1c quy\u1ebft \u0111\u1ecbnh x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n trong su\u1ed1t qu\u00e1 tr\u00ecnh n\u00e0y s\u1ebd gi\u00fap \u0111\u01b0a ra nh\u1eefng quy\u1ebft \u0111\u1ecbnh kh\u00f3 kh\u0103n.<\/span><\/p>\n

                                                                                    M\u1ed9t c\u00e1ch \u0111\u1ec3 b\u1ea1n c\u00f3 th\u1ec3 ch\u1ee9ng minh ROI l\u00e0 ti\u1ebfn h\u00e0nh ki\u1ec3m to\u00e1n th\u01b0\u01a1ng hi\u1ec7u tr\u01b0\u1edbc v\u00e0 sau khi \u0111\u1ed5i th\u01b0\u01a1ng hi\u1ec7u. \u0110i\u1ec1u n\u00e0y s\u1ebd cho th\u1ea5y ho\u1ea1t \u0111\u1ed9ng x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u \u0111\u00e3 gi\u00fap c\u1ea3i thi\u1ec7n h\u1ec7 th\u1ed1ng v\u00e0 kho\u1ea3ng c\u00e1ch g\u1ea7n nh\u01b0 th\u1ebf n\u00e0o.<\/span><\/p>\n

                                                                                    L\u00e0m to\u00e1n<\/span><\/h2>\n

                                                                                    N\u1ebfu b\u1ea1n mu\u1ed1n bi\u1ec7n minh cho vi\u1ec7c \u0111\u1ed5i th\u01b0\u01a1ng hi\u1ec7u trong c\u00f4ng ty c\u1ee7a b\u1ea1n, \u0111\u1eebng ng\u1ea1i h\u1ecfi nh\u1eefng c\u00e2u h\u1ecfi kh\u00f3 kh\u0103n xung quanh th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n h\u00f4m nay, ch\u1eb3ng h\u1ea1n nh\u01b0:<\/span><\/p>\n

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                                                                                      • C\u00f3 bao nhi\u00eau giao d\u1ecbch ch\u00fang t\u00f4i b\u1ecb m\u1ea5t m\u1ed7i th\u00e1ng cho m\u1ed9t c\u00f4ng ty c\u00f3 th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh h\u01a1n? <\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n
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                                                                                          • C\u00f3 bao nhi\u00eau kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng b\u1ecb t\u1eaft do s\u1ef1 thi\u1ebfu nh\u1ea5t qu\u00e1n gi\u1eefa trang web c\u1ee7a ch\u00fang t\u00f4i v\u00e0 c\u00e1c n\u1ed7 l\u1ef1c ti\u1ebfp th\u1ecb? C<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n
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                                                                                            • \u00f3 bao nhi\u00eau kh\u00e1ch h\u00e0ng \/ d\u1ef1 \u00e1n m\u1edbi b\u1ea1n s\u1ebd ph\u1ea3i gi\u00e0nh chi\u1ebfn th\u1eafng \u0111\u1ec3 bi\u1ec7n minh cho chi ph\u00ed \u0111\u1ed5i th\u01b0\u01a1ng hi\u1ec7u?<\/span><\/li>\n<\/ul>\n

                                                                                              \u0110\u1ed1i v\u1edbi h\u1ea7u h\u1ebft c\u00e1c c\u00f4ng ty d\u1ecbch v\u1ee5 chuy\u00ean nghi\u1ec7p, m\u1ed9t ho\u1eb7c hai kh\u00e1ch h\u00e0ng s\u1ebd qu\u00e1 \u0111\u1ee7 \u0111\u1ec3 bi\u1ec7n minh cho kho\u1ea3n \u0111\u1ea7u t\u01b0, v\u00ec v\u1eady n\u1ebfu b\u1ea1n \u0111\u00e3 s\u1eb5n s\u00e0ng \u0111\u1ec3 b\u1eaft \u0111\u1ea7u, b\u1ea1n n\u00ean l\u00e0m g\u00ec ti\u1ebfp theo?<\/span><\/p>\n

                                                                                              <\/h2>\n","protected":false},"excerpt":{"rendered":"

                                                                                              M\u1ee5c \u0111\u00edch c\u1ee7a ki\u1ec3m to\u00e1n th\u01b0\u01a1ng hi\u1ec7u l\u00e0 g\u00ec? “M\u1ee5c \u0111\u00edch \u0111\u1eb1ng sau vi\u1ec7c ki\u1ec3m to\u00e1n th\u01b0\u01a1ng hi\u1ec7u l\u00e0 minh b\u1ea1ch v\u00e0 \u0111\u01a1n gi\u1ea3n: \u0111\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c m\u1ed9t s\u1ef1 hi\u1ec3u bi\u1ebft c\u01a1 b\u1ea3n v\u1ec1 v\u1ecb tr\u00ed c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u b\u1ea1n trong t\u00ecnh tr\u1ea1ng hi\u1ec7n t\u1ea1i”. Khi n\u00e0o v\u00e0 t\u1ea1i sao n\u00ean ki\u1ec3m tra th\u01b0\u01a1ng hi\u1ec7u…<\/p>\n","protected":false},"author":5,"featured_media":9800,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[8],"tags":[779],"class_list":["post-7513","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brands","tag-thuong-hieu-noi-tieng-the-gioi"],"_links":{"self":[{"href":"https:\/\/vietbrands.vn\/index.php?rest_route=\/wp\/v2\/posts\/7513","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/vietbrands.vn\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/vietbrands.vn\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/vietbrands.vn\/index.php?rest_route=\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/vietbrands.vn\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=7513"}],"version-history":[{"count":0,"href":"https:\/\/vietbrands.vn\/index.php?rest_route=\/wp\/v2\/posts\/7513\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/vietbrands.vn\/index.php?rest_route=\/wp\/v2\/media\/9800"}],"wp:attachment":[{"href":"https:\/\/vietbrands.vn\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=7513"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/vietbrands.vn\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=7513"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/vietbrands.vn\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=7513"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}