{"id":5332,"date":"2023-10-16T06:33:33","date_gmt":"2023-10-15T23:33:33","guid":{"rendered":"https:\/\/mhgvietnam.com\/?p=5332"},"modified":"2023-10-16T06:33:39","modified_gmt":"2023-10-15T23:33:39","slug":"4e-trong-marketing-ky-nang-thuc-hien-4e-trong-experiential-marketing-hieu-qua","status":"publish","type":"post","link":"https:\/\/mhgvietnam.com\/en\/4e-trong-marketing-ky-nang-thuc-hien-4e-trong-experiential-marketing-hieu-qua\/","title":{"rendered":"4E Trong Marketing: K\u1ef9 N\u0103ng Th\u1ef1c Hi\u1ec7n 4E Trong Experiential Marketing Hi\u1ec7u Qu\u1ea3"},"content":{"rendered":"

\"4E<\/p>\n

B\u1ea1n \u0111\u00e3 t\u1eebng nghe v\u1ec1 4P, 7P hay 9P trong chi\u1ebfn l\u01b0\u1ee3c marketing mix, nh\u01b0ng li\u1ec7u b\u1ea1n c\u00f3 bi\u1ebft v\u1ec1 4E trong Marketing l\u00e0 g\u00ec kh\u00f4ng? \u0110\u1ed1i v\u1edbi nh\u1eefng ai m\u1edbi ti\u1ebfp c\u1eadn ho\u1eb7c t\u00ecm hi\u1ec3u v\u1ec1 marketing, 4E trong Marketing l\u00e0 m\u1ed9t kh\u00e1i ni\u1ec7m m\u1edbi m\u1ebb v\u00e0 h\u1ebft s\u1ee9c th\u00fa v\u1ecb.<\/p>\n

Trong th\u1eddi \u0111\u1ea1i thay \u0111\u1ed5i h\u00e0nh vi c\u1ee7a kh\u00e1ch h\u00e0ng, c\u00e1c ch\u1eef P \u0111\u00e3 \u0111\u01b0\u1ee3c chuy\u1ec3n th\u00e0nh 4 ch\u1eef E. H\u00e3y c\u00f9ng t\u00ecm hi\u1ec3u v\u1ec1 ho\u1ea1t \u0111\u1ed9ng marketing n\u00e0y v\u00e0 c\u00e1ch th\u1ef1c hi\u1ec7n 4E trong chi\u1ebfn l\u01b0\u1ee3c Experiential Marketing \u0111\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c hi\u1ec7u qu\u1ea3 t\u1ed1t nh\u1ea5t.<\/p>\n

Marketing 4E L\u00e0 G\u00ec?<\/h2>\n

Trong th\u1eddi \u0111\u1ea1i 4.0, ngo\u00e0i vi\u1ec7c t\u1eadp trung v\u00e0o 4P (S\u1ea3n ph\u1ea9m, Gi\u00e1, \u0110\u1ecba \u0111i\u1ec3m, Qu\u1ea3ng b\u00e1) trong chi\u1ebfn l\u01b0\u1ee3c marketing mix truy\u1ec1n th\u1ed1ng, c\u00e1c doanh nghi\u1ec7p c\u1ea7n quan t\u00e2m \u0111\u1ebfn 4 ch\u1eef E.<\/p>\n

\u0110\u1ec3 hi\u1ec7n \u0111\u1ea1i h\u00f3a chi\u1ebfn l\u01b0\u1ee3c marketing v\u00e0 t\u1eadp trung v\u00e0o mong mu\u1ed1n, nhu c\u1ea7u c\u1ee7a kh\u00e1ch h\u00e0ng, c\u00e1c th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3 t\u1ea1o ra m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c marketing mix 4Es \u0111\u1ec3 th\u00fac \u0111\u1ea9y ho\u1ea1t \u0111\u1ed9ng kinh doanh t\u0103ng tr\u01b0\u1edfng nhanh ch\u00f3ng th\u00f4ng qua vi\u1ec7c k\u1ebft n\u1ed1i v\u1edbi kh\u00e1ch h\u00e0ng.<\/p>\n

Marketing 4E bao g\u1ed3m 4E trong marketing: Kinh nghi\u1ec7m (Experience), Trao \u0111\u1ed5i (Exchange), Kh\u1eafp n\u01a1i (Everywhere) v\u00e0 S\u1ee9 m\u1ea1ng (Evangelism).<\/p>\n

Kinh Nghi\u1ec7m (Experience)<\/h3>\n

\"Tr\u1ea3i<\/p>\n

Kinh nghi\u1ec7m s\u1ea3n ph\u1ea9m thay th\u1ebf cho ch\u1eef P – S\u1ea3n ph\u1ea9m trong Marketing mix 4Ps. Kh\u00e1ch h\u00e0ng ng\u00e0y c\u00e0ng c\u00f3 nhu c\u1ea7u cao h\u01a1n, kh\u00f4ng ch\u1ec9 mu\u1ed1n mua s\u1ea3n ph\u1ea9m m\u00e0 c\u00f2n mu\u1ed1n tr\u1ea3i nghi\u1ec7m nh\u1eefng \u0111i\u1ec1u tuy\u1ec7t v\u1eddi c\u00f9ng s\u1ea3n ph\u1ea9m.<\/p>\n

Tr\u1ea3i nghi\u1ec7m s\u1ea3n ph\u1ea9m l\u00e0 c\u00e2u tr\u1ea3 l\u1eddi cho c\u00e2u h\u1ecfi li\u1ec7u s\u1ea3n ph\u1ea9m c\u00f3 l\u00e0m h\u00e0i l\u00f2ng, \u0111\u00e1p \u1ee9ng nhu c\u1ea7u, mong mu\u1ed1n hay k\u1ef3 v\u1ecdng c\u1ee7a kh\u00e1ch h\u00e0ng hay kh\u00f4ng.<\/p>\n

N\u1ebfu s\u1ea3n ph\u1ea9m kh\u00f4ng \u0111\u00e1p \u1ee9ng \u0111\u01b0\u1ee3c tr\u1ea3i nghi\u1ec7m s\u1ea3n ph\u1ea9m t\u1ed1t, kh\u00e1ch h\u00e0ng c\u00f3 th\u1ec3 c\u00f3 \u1ea5n t\u01b0\u1ee3ng ti\u00eau c\u1ef1c v\u00e0 lan truy\u1ec1n th\u00f4ng \u0111i\u1ec7p n\u00e0y \u0111\u1ebfn nh\u1eefng ng\u01b0\u1eddi kh\u00e1c. Ng\u01b0\u1ee3c l\u1ea1i, khi s\u1ea3n ph\u1ea9m th\u1ecfa m\u00e3n m\u1ecdi y\u00eau c\u1ea7u c\u1ee7a kh\u00e1ch h\u00e0ng, th\u01b0\u01a1ng hi\u1ec7u s\u1ebd t\u0103ng uy t\u00edn v\u00e0 kh\u00e1ch h\u00e0ng s\u1ebd chia s\u1ebb tr\u1ea3i nghi\u1ec7m s\u1ea3n ph\u1ea9m \u0111\u1ebfn b\u1ea1n b\u00e8 v\u00e0 g\u1ee3i \u00fd h\u1ecd l\u1ef1a ch\u1ecdn s\u1ea3n ph\u1ea9m c\u1ee7a doanh nghi\u1ec7p.<\/p>\n

Trao \u0110\u1ed5i (Exchange)<\/h3>\n

Trao \u0111\u1ed5i l\u00e0 s\u1ef1 trao \u0111\u1ed5i gi\u00e1 tr\u1ecb thay th\u1ebf cho ch\u1eef P – Gi\u00e1 trong marketing mix 4Ps. \u0110\u00e2y l\u00e0 vi\u1ec7c kh\u00e1ch h\u00e0ng nh\u1eadn \u0111\u01b0\u1ee3c nh\u1eefng gi\u00e1 tr\u1ecb c\u1ee7a s\u1ea3n ph\u1ea9m t\u1eeb s\u1ed1 ti\u1ec1n h\u1ecd b\u1ecf ra \u0111\u1ec3 mua.<\/p>\n

Doanh nghi\u1ec7p c\u1ea7n quan t\u00e2m \u0111\u1ebfn gi\u00e1 tr\u1ecb m\u00e0 s\u1ea3n ph\u1ea9m mang l\u1ea1i cho kh\u00e1ch h\u00e0ng. M\u1ed9t trong nh\u1eefng c\u00e1ch tuy\u1ec7t v\u1eddi \u0111\u1ec3 t\u0103ng gi\u00e1 tr\u1ecb cho kh\u00e1ch h\u00e0ng l\u00e0 th\u1ef1c hi\u1ec7n c\u00e1c ch\u01b0\u01a1ng tr\u00ecnh khuy\u1ebfn m\u00e3i, t\u1eb7ng qu\u00e0 t\u1ea1i c\u1eeda h\u00e0ng. Doanh nghi\u1ec7p c\u0169ng c\u00f3 th\u1ec3 l\u1eafng nghe \u00fd ki\u1ebfn t\u1eeb kh\u00e1ch h\u00e0ng \u0111\u1ec3 bi\u1ebft h\u1ecd quan t\u00e2m v\u00e0 mong mu\u1ed1n g\u00ec t\u1eeb th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ec3 t\u1ea1o ra c\u00e1c gi\u00e1 tr\u1ecb ph\u00f9 h\u1ee3p.<\/p>\n

Kh\u1eafp N\u01a1i (Everywhere)<\/h3>\n

Kh\u1eafp n\u01a1i thay th\u1ebf cho ch\u1eef P – \u0110\u1ecba \u0111i\u1ec3m trong marketing mix 4Ps. Ch\u1eef E n\u00e0y tr\u1ea3 l\u1eddi c\u00e2u h\u1ecfi kh\u00e1ch h\u00e0ng s\u1ebd mua s\u1ea3n ph\u1ea9m \u1edf \u0111\u00e2u, c\u00f3 thu\u1eadn ti\u1ec7n hay kh\u00f4ng, v.v.<\/p>\n

Ng\u00e0y tr\u01b0\u1edbc, h\u00e0ng h\u00f3a ch\u1ec9 \u0111\u01b0\u1ee3c b\u00e1n tr\u1ef1c ti\u1ebfp t\u1ea1i c\u1eeda h\u00e0ng v\u00e0 thanh to\u00e1n b\u1eb1ng ti\u1ec1n m\u1eb7t. Nh\u01b0ng hi\u1ec7n nay, do s\u1ef1 ph\u00e1t tri\u1ec3n c\u1ee7a c\u00f4ng ngh\u1ec7, kh\u00e1ch h\u00e0ng c\u00f3 th\u1ec3 d\u1ec5 d\u00e0ng mua s\u1ea3n ph\u1ea9m tr\u00ean m\u1ea1ng x\u00e3 h\u1ed9i, s\u00e0n th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed, c\u1eeda h\u00e0ng r\u1ed9ng r\u00e3i v\u1edbi \u0111a d\u1ea1ng ph\u01b0\u01a1ng th\u1ee9c thanh to\u00e1n.<\/p>\n

S\u1ee9 M\u1ea1ng (Evangelism)<\/h3>\n

S\u1ee9 m\u1ea1ng thay th\u1ebf cho ch\u1eef P – Qu\u1ea3ng b\u00e1 trong marketing mix 4Ps. S\u1ee9 m\u1ea1ng \u0111\u01a1n gi\u1ea3n l\u00e0 vi\u1ec7c m\u1ed9t ng\u01b0\u1eddi truy\u1ec1n mi\u1ec7ng m\u1ed9t th\u00f4ng tin g\u00ec \u0111\u00f3 t\u1edbi nh\u1eefng ng\u01b0\u1eddi trong m\u1ed1i quan h\u1ec7 x\u00e3 h\u1ed9i c\u1ee7a h\u1ecd.<\/p>\n

Vi\u1ec7c qu\u1ea3ng b\u00e1 s\u1ea3n ph\u1ea9m kh\u00f4ng ch\u1ec9 \u0111\u01a1n thu\u1ea7n l\u00e0 th\u00f4ng b\u00e1o nh\u1eefng g\u00ec doanh nghi\u1ec7p \u0111ang b\u00e1n. Th\u01b0\u01a1ng hi\u1ec7u c\u1ea7n gi\u00fap kh\u00e1ch h\u00e0ng hi\u1ec3u r\u00f5 gi\u00e1 tr\u1ecb m\u00e0 s\u1ea3n ph\u1ea9m mang l\u1ea1i v\u00e0 th\u00fac \u0111\u1ea9y h\u1ecd mua s\u1ea3n ph\u1ea9m.<\/p>\n

Kh\u00e1ch h\u00e0ng tin t\u01b0\u1edfng v\u00e0 ni\u1ec1m tin th\u01b0\u1eddng t\u0103ng khi nghe t\u1eeb ng\u01b0\u1eddi kh\u00e1c v\u1ec1 s\u1ea3n ph\u1ea9m h\u01a1n l\u00e0 t\u1eeb qu\u1ea3ng c\u00e1o c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n

V\u1edbi b\u1ea5t k\u1ef3 doanh nghi\u1ec7p n\u00e0o, Evangelism l\u00e0 m\u1ed9t ho\u1ea1t \u0111\u1ed9ng marketing quan tr\u1ecdng v\u00e0 \u00edt t\u1ed1n k\u00e9m nh\u1ea5t.<\/p>\n

Tri\u1ec3n Khai 4E Trong Experiential Marketing Nh\u01b0 Th\u1ebf N\u00e0o?<\/h2>\n

Tri\u1ec3n khai 4 ch\u1eef E v\u00e0o chi\u1ebfn l\u01b0\u1ee3c Experiential Marketing ch\u1ec9 c\u00f3 th\u1ec3 th\u00e0nh c\u00f4ng khi ti\u1ebfp c\u1eadn m\u1ecdi tr\u1ea3i nghi\u1ec7m c\u1ee7a kh\u00e1ch h\u00e0ng. Nghi\u00ean c\u1ee9u c\u00f4ng ch\u00fang l\u00e0 m\u1ed9t c\u00f4ng vi\u1ec7c quan tr\u1ecdng \u0111\u1ec3 hi\u1ec3u c\u00e1c lo\u1ea1i tr\u1ea3i nghi\u1ec7m, th\u00f4ng tin v\u00e0 d\u1ecbch v\u1ee5 m\u00e0 kh\u00e1ch h\u00e0ng mong mu\u1ed1n.<\/p>\n

Theo Same & Larimo, hai t\u00e1c gi\u1ea3 c\u1ee7a gi\u1ea3 thuy\u1ebft “Experience Marketing and Experiential Marketing”, \u0111\u00e3 ch\u1ec9 ra m\u1ed9t m\u00f4 h\u00ecnh \u0111\u1ec3 t\u1ea1o ra c\u1ea3m x\u00fac v\u00e0 tr\u1ea3i nghi\u1ec7m \u0111\u00e1ng nh\u1edb cho c\u00f4ng ch\u00fang.<\/p>\n

M\u00f4 h\u00ecnh n\u00e0y g\u1ed3m 4 b\u01b0\u1edbc l\u00e0 n\u1ec1n t\u1ea3ng c\u1ee7a ho\u1ea1t \u0111\u1ed9ng marketing d\u1ef1a tr\u00ean tr\u1ea3i nghi\u1ec7m:<\/p>\n

    \n
  1. \u0110\u1ec1 xu\u1ea5t ho\u1eb7c k\u00edch th\u00edch<\/li>\n
  2. T\u01b0\u01a1ng t\u00e1c gi\u1eefa kh\u00e1ch h\u00e0ng v\u00e0 doanh nghi\u1ec7p<\/li>\n
  3. Kinh nghi\u1ec7m v\u00e0 gi\u00e1 tr\u1ecb \u0111\u1ed3ng s\u00e1ng t\u1ea1o<\/li>\n
  4. Gi\u00e1 tr\u1ecb mang t\u00ednh l\u00e2u d\u00e0i<\/li>\n<\/ol>\n

    Lu\u00f4n c\u1eadp nh\u1eadt c\u00e1c xu h\u01b0\u1edbng m\u1edbi nh\u1ea5t li\u00ean quan \u0111\u1ebfn experiential marketing l\u00e0 \u0111i\u1ec1u quan tr\u1ecdng \u0111\u1ec3 th\u01b0\u01a1ng hi\u1ec7u ph\u00e1t tri\u1ec3n v\u00e0 \u0111\u00e1p \u1ee9ng nhu c\u1ea7u ng\u00e0y c\u00e0ng cao c\u1ee7a kh\u00e1ch h\u00e0ng.<\/p>\n

    Theo t\u1ea1p ch\u00ed Forbes, c\u00f3 3 xu h\u01b0\u1edbng ch\u00ednh trong experiential marketing c\u00f3 \u1ea3nh h\u01b0\u1edfng quan tr\u1ecdng \u0111\u1ebfn chi\u1ebfn d\u1ecbch marketing:<\/p>\n