{"id":5298,"date":"2026-02-10T11:21:20","date_gmt":"2026-02-10T04:21:20","guid":{"rendered":"https:\/\/ceo.actioncoach.edu.vn\/kien-thuc\/?p=5298"},"modified":"2026-02-10T11:21:20","modified_gmt":"2026-02-10T04:21:20","slug":"thang-thu-5-hanh-trinh-5-buoc-xay-dung-doanh-nghiep-ben-vung","status":"publish","type":"post","link":"https:\/\/ceo.actioncoach.edu.vn\/kien-thuc\/thang-thu-5-hanh-trinh-5-buoc-xay-dung-doanh-nghiep-ben-vung\/","title":{"rendered":"Th\u00e1ng Th\u1ee9 5 H\u00e0nh Tr\u00ecnh 5 B\u01b0\u1edbc X\u00e2y D\u1ef1ng Doanh Nghi\u1ec7p B\u1ec1n V\u1eefng"},"content":{"rendered":"

T\u1ea1o USP, Th\u00f4ng \u0111i\u1ec7p v\u00e0 C\u00f4ng th\u1ee9c t\u0103ng tr\u01b0\u1edfng th\u1ef1c chi\u1ebfn cho doanh nghi\u1ec7p nh\u1ecf v\u00e0 v\u1eeba<\/strong><\/span><\/p>\n

Trong h\u00e0nh tr\u00ecnh d\u00e0i h\u1ea1n g\u1ed3m 12 th\u00e1ng, \u0111\u01b0\u1ee3c thi\u1ebft k\u1ebf theo l\u1ed9 tr\u00ecnh 5 b\u01b0\u1edbc x\u00e2y d\u1ef1ng doanh nghi\u1ec7p, th\u00e1ng th\u1ee9 5 l\u00e0 m\u1ed9t c\u1ed9t m\u1ed1c quan tr\u1ecdng. \u0110\u00e2y l\u00e0 th\u1eddi \u0111i\u1ec3m m\u00e0 m\u1ed9t doanh nghi\u1ec7p c\u1ea7n tr\u1ea3 l\u1eddi \u0111\u01b0\u1ee3c m\u1ed9t c\u00e2u h\u1ecfi s\u1ed1ng c\u00f2n: “\u0110i\u1ec1u g\u00ec khi\u1ebfn kh\u00e1ch h\u00e0ng nh\u1edb \u0111\u1ebfn b\u1ea1n, ch\u1ecdn b\u1ea1n, v\u00e0 trung th\u00e0nh v\u1edbi b\u1ea1n \u2013 thay v\u00ec h\u00e0ng tr\u0103m \u0111\u1ed1i th\u1ee7 ngo\u00e0i kia?”<\/span><\/p>\n

C\u00e2u tr\u1ea3 l\u1eddi kh\u00f4ng n\u1eb1m \u1edf ng\u00e2n s\u00e1ch marketing, c\u0169ng kh\u00f4ng \u0111\u01a1n thu\u1ea7n \u1edf ch\u1ea5t l\u01b0\u1ee3ng s\u1ea3n ph\u1ea9m. N\u00f3 n\u1eb1m \u1edf vi\u1ec7c b\u1ea1n x\u00e2y d\u1ef1ng \u0111\u01b0\u1ee3c m\u1ed9t USP r\u00f5 r\u00e0ng<\/strong> \u2013 m\u1ed9t l\u1ee3i \u0111i\u1ec3m b\u00e1n h\u00e0ng \u0111\u1ed9c nh\u1ea5t, \u0111\u1ecbnh h\u00ecnh s\u1ef1 kh\u00e1c bi\u1ec7t c\u00f3 gi\u00e1 tr\u1ecb v\u00e0 c\u00f3 th\u1ec3 ch\u1ee9ng minh.<\/span><\/p>\n

C\u00e2u chuy\u1ec7n m\u1edf \u0111\u1ea7u: Khi ch\u1ea5t l\u01b0\u1ee3ng l\u00e0 ch\u01b0a \u0111\u1ee7<\/span><\/h2>\n

M\u1ed9t l\u1ea7n, trong m\u1ed9t bu\u1ed5i hu\u1ea5n luy\u1ec7n chi\u1ebfn l\u01b0\u1ee3c cho m\u1ed9t doanh nghi\u1ec7p kh\u1edfi nghi\u1ec7p trong l\u0129nh v\u1ef1c th\u1ef1c ph\u1ea9m s\u1ea1ch, ch\u1ee7 doanh nghi\u1ec7p \u2013 ng\u01b0\u1eddi r\u1ea5t t\u00e2m huy\u1ebft v\u1edbi s\u1ea3n ph\u1ea9m n\u01b0\u1edbc m\u1eafm truy\u1ec1n th\u1ed1ng \u2013 chia s\u1ebb:<\/span>
\u201cEm l\u00e0m n\u01b0\u1edbc m\u1eafm ho\u00e0n to\u00e0n t\u1ef1 nhi\u00ean. \u1ee6 c\u00e1 c\u01a1m 12 th\u00e1ng, kh\u00f4ng pha, kh\u00f4ng ch\u1ea5t b\u1ea3o qu\u1ea3n. Nh\u01b0ng kh\u00e1ch h\u00e0ng c\u1ee9 h\u1ecfi: sao chai n\u00e0y t\u1edbi 70 ng\u00e0n, trong khi si\u00eau th\u1ecb b\u00e1n ch\u1ec9 25 ng\u00e0n?\u201d<\/span><\/p>\n

T\u00f4i kh\u00f4ng tr\u1ea3 l\u1eddi v\u1ed9i. T\u00f4i c\u1ea7m chai n\u01b0\u1edbc m\u1eafm c\u1ee7a anh, \u0111\u1eb7t l\u00ean b\u00e0n, r\u1ed3i l\u1ea5y m\u1ed9t t\u1edd gi\u1ea5y tr\u1eafng, vi\u1ebft l\u00ean \u0111\u00f3:<\/span><\/p>\n

\u201cN\u01b0\u1edbc m\u1eafm t\u1eeb c\u00e1 c\u01a1m t\u01b0\u01a1i \u1ee7 12 th\u00e1ng. Kh\u00f4ng pha lo\u00e3ng. Kh\u00f4ng ch\u1ea5t b\u1ea3o qu\u1ea3n. Kh\u00f4ng c\u00f4ng nghi\u1ec7p. Cam k\u1ebft: N\u1ebfu trong chai c\u00f3 ph\u1ee5 gia \u2013 ho\u00e0n ti\u1ec1n g\u1ea5p \u0111\u00f4i.\u201d<\/strong><\/span><\/p>\n

Anh nh\u00ecn d\u00f2ng ch\u1eef, im l\u1eb7ng m\u1ed9t l\u00fac l\u00e2u r\u1ed3i n\u00f3i: \u201cEm hi\u1ec3u r\u1ed3i. \u0110\u00f3 kh\u00f4ng c\u00f2n l\u00e0 m\u1ed9t s\u1ea3n ph\u1ea9m, \u0111\u00f3 l\u00e0 m\u1ed9t th\u00f4ng \u0111i\u1ec7p c\u00f3 ni\u1ec1m tin.\u201d<\/span><\/p>\n

C\u00e2u chuy\u1ec7n \u1ea5y ph\u1ea3n \u00e1nh \u0111\u00fang \u0111i\u1ec1u m\u00e0 h\u1ea7u h\u1ebft c\u00e1c doanh nghi\u1ec7p nh\u1ecf \u0111ang thi\u1ebfu: H\u1ecd bi\u1ebft s\u1ea3n ph\u1ea9m m\u00ecnh t\u1ed1t, nh\u01b0ng kh\u00f4ng bi\u1ebft c\u00e1ch truy\u1ec1n t\u1ea3i gi\u00e1 tr\u1ecb \u1ea5y theo c\u00e1ch kh\u00e1ch h\u00e0ng hi\u1ec3u \u2013 tin \u2013 v\u00e0 l\u1ef1a ch\u1ecdn<\/strong>. V\u00e0 \u0111\u00e2y ch\u00ednh l\u00e0 l\u00fd do th\u00e1ng th\u1ee9 5 trong h\u00e0nh tr\u00ecnh x\u00e2y d\u1ef1ng doanh nghi\u1ec7p b\u1ec1n v\u1eefng t\u1eadp trung v\u00e0o vi\u1ec7c x\u00e2y d\u1ef1ng USP v\u00e0 th\u00f4ng \u0111i\u1ec7p t\u0103ng tr\u01b0\u1edfng<\/strong>.<\/span><\/p>\n

\"5
5 b\u01b0\u1edbc x\u00e2y d\u1ef1ng doanh nghi\u1ec7p b\u1ec1n v\u1eefng – th\u00e1ng th\u1ee9 5<\/span><\/figcaption><\/figure>\n

V\u00ec sao doanh nghi\u1ec7p ph\u1ea3i c\u00f3 USP?<\/span><\/h2>\n

Ch\u00fang ta \u0111ang s\u1ed1ng trong m\u1ed9t th\u1ecb tr\u01b0\u1eddng ng\u1eadp tr\u00e0n ti\u1ebfng \u1ed3n. S\u1ea3n ph\u1ea9m t\u1ed1t l\u00e0 ch\u01b0a \u0111\u1ee7. Marketing r\u1ea7m r\u1ed9 c\u0169ng kh\u00f4ng ph\u1ea3i l\u00e0 l\u1ee3i th\u1ebf d\u00e0i h\u1ea1n. V\u00e0 gi\u00e1 r\u1ebb ch\u1ec9 khi\u1ebfn b\u1ea1n r\u01a1i v\u00e0o cu\u1ed9c chi\u1ebfn ti\u00eau hao kh\u00f4ng h\u1ed3i k\u1ebft.<\/span><\/p>\n

M\u1ed9t doanh nghi\u1ec7p ch\u1ec9 c\u00f3 th\u1ec3 \u0111\u1ee9ng v\u1eefng khi c\u00f3 \u0111\u01b0\u1ee3c m\u1ed9t v\u1ecb tr\u00ed r\u00f5 r\u00e0ng trong t\u00e2m tr\u00ed kh\u00e1ch h\u00e0ng. \u0110\u00f3 l\u00e0 l\u00fd do v\u00ec sao vi\u1ec7c x\u00e2y d\u1ef1ng USP tr\u1edf th\u00e0nh m\u1ed9t b\u01b0\u1edbc kh\u00f4ng th\u1ec3 thi\u1ebfu trong b\u1ea5t k\u1ef3 chi\u1ebfn l\u01b0\u1ee3c t\u0103ng tr\u01b0\u1edfng n\u00e0o. M\u1ed9t USP \u0111\u00fang gi\u00fap doanh nghi\u1ec7p:<\/span><\/p>\n