{"id":5435,"date":"2023-10-15T11:39:00","date_gmt":"2023-10-15T04:39:00","guid":{"rendered":"https:\/\/mhgvietnam.com\/?p=5435"},"modified":"2023-10-15T11:39:01","modified_gmt":"2023-10-15T04:39:01","slug":"4c-trong-marketing-tao-su-khac-biet-voi-mo-hinh-4p","status":"publish","type":"post","link":"https:\/\/mhgvietnam.com\/en\/4c-trong-marketing-tao-su-khac-biet-voi-mo-hinh-4p\/","title":{"rendered":"4C Trong Marketing – T\u1ea1o S\u1ef1 Kh\u00e1c Bi\u1ec7t V\u1edbi M\u00f4 H\u00ecnh 4P"},"content":{"rendered":"

Trong th\u1ecb tr\u01b0\u1eddng d\u1ecbch v\u1ee5 \u0111ang d\u1ea7n b\u00e3o ho\u00e0 v\u00e0 xu h\u01b0\u1edbng x\u00e3 h\u1ed9i thay \u0111\u1ed5i li\u00ean t\u1ee5c, vi\u1ec7c \u00e1p d\u1ee5ng m\u00f4 h\u00ecnh ti\u1ebfp th\u1ecb th\u00f4ng minh m\u1edbi c\u00f3 th\u1ec3 gi\u00fap doanh nghi\u1ec7p thu h\u00fat m\u1ed9t l\u01b0\u1ee3ng l\u1edbn kh\u00e1ch h\u00e0ng trung th\u00e0nh. M\u00f4 h\u00ecnh 4C trong marketing, v\u1edbi s\u1ef1 th\u1ef1c ti\u1ec5n cao h\u01a1n, \u0111ang d\u1ea7n l\u00ean ng\u00f4i so v\u1edbi m\u00f4 h\u00ecnh truy\u1ec1n th\u1ed1ng 4P. V\u1eady 4C trong marketing l\u00e0 g\u00ec v\u00e0 l\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 \u00e1p d\u1ee5ng m\u00f4 h\u00ecnh n\u00e0y hi\u1ec7u qu\u1ea3?<\/p>\n

\u0110\u1ecbnh ngh\u0129a 4C trong Marketing l\u00e0 g\u00ec?<\/h2>\n

4C trong Marketing bao g\u1ed3m 4 y\u1ebfu t\u1ed1 quan tr\u1ecdng: Kh\u00e1ch h\u00e0ng (Customer), Chi ph\u00ed (Cost), S\u1ef1 thu\u1eadn ti\u1ec7n (Convenience) v\u00e0 Giao ti\u1ebfp (Communication). So v\u1edbi m\u00f4 h\u00ecnh 4P t\u1eadp trung v\u00e0o ng\u01b0\u1eddi b\u00e1n, m\u00f4 h\u00ecnh 4C t\u1eadp trung nhi\u1ec1u h\u01a1n v\u00e0o ng\u01b0\u1eddi ti\u00eau d\u00f9ng. M\u00f4 h\u00ecnh 4C \u0111\u01b0\u1ee3c gi\u1edbi thi\u1ec7u b\u1edfi Robert F. Lauterborn v\u00e0o n\u0103m 1990 nh\u01b0 m\u1ed9t c\u00e1ch thay th\u1ebf cho m\u00f4 h\u00ecnh 4P \u0111\u00e3 l\u1ed7i th\u1eddi.<\/p>\n

\"di\u1ec5n<\/p>\n

Vai tr\u00f2 c\u1ee7a 4C trong Marketing<\/h2>\n

M\u00f4 h\u00ecnh 4C l\u00e0 m\u1ed9t c\u00f4ng c\u1ee5 h\u1eefu \u00edch \u0111\u1ec3 doanh nghi\u1ec7p kh\u00f4ng ch\u1ec9 b\u00e1n \u0111\u01b0\u1ee3c s\u1ea3n ph\u1ea9m m\u00e0 c\u00f2n gi\u1eef ch\u00e2n kh\u00e1ch h\u00e0ng th\u00f4ng qua vi\u1ec7c tr\u01b0ng c\u1ea7u \u00fd ki\u1ebfn v\u00e0 giao ti\u1ebfp hi\u1ec7u qu\u1ea3. Chi\u1ebfn l\u01b0\u1ee3c 4C trong ti\u1ebfp th\u1ecb c\u00f3 th\u1ec3 mang l\u1ea1i l\u1ee3i \u00edch trong th\u1eddi gian d\u00e0i cho doanh nghi\u1ec7p. B\u1eb1ng c\u00e1ch n\u00e0y, c\u00e1c nh\u00e0 ti\u1ebfp th\u1ecb ph\u1ea3i th\u1ef1c s\u1ef1 hi\u1ec3u \u0111\u1ed1i t\u01b0\u1ee3ng ng\u01b0\u1eddi d\u00f9ng tr\u01b0\u1edbc khi ph\u00e1t tri\u1ec3n m\u1ed9t s\u1ea3n ph\u1ea9m. Giao ti\u1ebfp v\u1edbi kh\u00e1ch h\u00e0ng xuy\u00ean su\u1ed1t qu\u00e1 tr\u00ecnh kinh doanh, t\u00ecm hi\u1ec3u mong mu\u1ed1n v\u00e0 nhu c\u1ea7u c\u1ee7a kh\u00e1ch h\u00e0ng, s\u1ebd gi\u00fap t\u1ea1o l\u00f2ng tin v\u00e0 t\u0103ng thu nh\u1eadp v\u00e0 gi\u00e1 tr\u1ecb danh ti\u1ebfng v\u1ec1 l\u00e2u d\u00e0i.<\/p>\n

Chi ti\u1ebft m\u00f4 h\u00ecnh 4C<\/h2>\n

1. Customer (Gi\u1ea3i ph\u00e1p cho kh\u00e1ch h\u00e0ng)<\/h3>\n

Ch\u1eef C \u0111\u1ea7u ti\u00ean trong m\u00f4 h\u00ecnh 4C mang \u00fd ngh\u0129a mong mu\u1ed1n v\u00e0 nhu c\u1ea7u c\u1ee7a kh\u00e1ch h\u00e0ng. Thay v\u00ec t\u1eadp trung v\u00e0o s\u1ea3n ph\u1ea9m, ta s\u1ebd t\u1eadp trung v\u00e0o vi\u1ec7c l\u1ea5p \u0111\u1ea7y kho\u1ea3ng tr\u1ed1ng trong cu\u1ed9c s\u1ed1ng c\u1ee7a kh\u00e1ch h\u00e0ng. \u0110\u1ec3 \u00e1p d\u1ee5ng m\u00f4 h\u00ecnh 4C, b\u1ea1n c\u1ea7n x\u00e1c \u0111\u1ecbnh r\u00f5 t\u1eadp kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau c\u1ee7a m\u00ecnh v\u00e0 bi\u1ebft nh\u1eefng g\u00ec kh\u00e1ch h\u00e0ng c\u1ea7n v\u00e0 mu\u1ed1n. T\u00ecm hi\u1ec3u v\u1ecb tr\u00ed th\u1ecb tr\u01b0\u1eddng c\u1ee7a s\u1ea3n ph\u1ea9m trong m\u1eaft kh\u00e1ch h\u00e0ng \u0111\u1ec3 t\u1ea1o ra s\u1ea3n ph\u1ea9m ph\u00f9 h\u1ee3p v\u1edbi h\u1ecd.<\/p>\n

2. Cost (Chi ph\u00ed c\u1ee7a kh\u00e1ch h\u00e0ng)<\/h3>\n

Ch\u1eef C th\u1ee9 hai trong m\u00f4 h\u00ecnh 4C l\u00e0 chi ph\u00ed c\u1ee7a kh\u00e1ch h\u00e0ng. Chi ph\u00ed \u1edf \u0111\u00e2y kh\u00f4ng ch\u1ec9 l\u00e0 gi\u00e1 th\u00e0nh m\u00e0 c\u00f2n bao g\u1ed3m c\u00e1c y\u1ebfu t\u1ed1 kh\u00e1c nh\u01b0 th\u1eddi gian v\u00e0 c\u00f4ng s\u1ee9c kh\u00e1ch h\u00e0ng ph\u1ea3i b\u1ecf ra \u0111\u1ec3 mua s\u1ea3n ph\u1ea9m. \u0110\u1ec3 \u00e1p d\u1ee5ng m\u00f4 h\u00ecnh 4C, b\u1ea1n c\u1ea7n xem x\u00e9t c\u00e1c y\u1ebfu t\u1ed1 nh\u01b0 kh\u1ea3 n\u0103ng chi tr\u1ea3, s\u1ef1 h\u00e0i l\u00f2ng v\u00e0 gi\u00e1 tr\u1ecb c\u1ee7a s\u1ea3n ph\u1ea9m. S\u1ea3n ph\u1ea9m c\u1ee7a b\u1ea1n ph\u1ea3i \u0111\u00e1ng gi\u00e1 nh\u1eefng chi ph\u00ed m\u00e0 kh\u00e1ch h\u00e0ng ph\u1ea3i b\u1ecf ra \u0111\u1ec3 s\u1eed d\u1ee5ng.<\/p>\n

3. Convenience (S\u1ef1 thu\u1eadn ti\u1ec7n)<\/h3>\n

Y\u1ebfu t\u1ed1 C th\u1ee9 ba trong m\u00f4 h\u00ecnh 4C l\u00e0 s\u1ef1 thu\u1eadn ti\u1ec7n. \u0110i\u1ec1u n\u00e0y t\u01b0\u01a1ng t\u1ef1 v\u1edbi y\u1ebfu t\u1ed1 \u0110\u1ecba \u0111i\u1ec3m trong m\u00f4 h\u00ecnh 4P, nh\u01b0ng trong m\u00f4 h\u00ecnh 4C, ch\u00fang ta t\u1eadp trung nhi\u1ec1u h\u01a1n v\u00e0o c\u00e1ch ti\u1ebfp c\u1eadn kh\u00e1ch h\u00e0ng. S\u1ef1 thu\u1eadn ti\u1ec7n \u0111\u00f3ng vai tr\u00f2 quan tr\u1ecdng trong quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng c\u1ee7a kh\u00e1ch h\u00e0ng. \u0110\u1ec3 \u00e1p d\u1ee5ng m\u00f4 h\u00ecnh 4C, b\u1ea1n c\u1ea7n xem x\u00e9t c\u00e1c y\u1ebfu t\u1ed1 nh\u01b0 r\u00e0o c\u1ea3n khi mua h\u00e0ng v\u00e0 s\u1ef1 thu\u1eadn ti\u1ec7n khi mua h\u00e0ng tr\u1ef1c tuy\u1ebfn.<\/p>\n

4. Communication (Giao ti\u1ebfp)<\/h3>\n

Y\u1ebfu t\u1ed1 cu\u1ed1i c\u00f9ng trong m\u00f4 h\u00ecnh 4C l\u00e0 giao ti\u1ebfp. Giao ti\u1ebfp \u0111\u00f3ng vai tr\u00f2 quan tr\u1ecdng trong ho\u1ea1t \u0111\u1ed9ng ti\u1ebfp th\u1ecb kinh doanh. Kh\u00f4ng c\u00f3 giao ti\u1ebfp th\u00ec m\u00f4 h\u00ecnh 4C s\u1ebd kh\u00f4ng hi\u1ec7u qu\u1ea3. \u0110\u1ec3 \u00e1p d\u1ee5ng m\u00f4 h\u00ecnh 4C, b\u1ea1n c\u1ea7n t\u01b0\u01a1ng t\u00e1c v\u1edbi kh\u00e1ch h\u00e0ng \u0111\u1ec3 x\u00e2y d\u1ef1ng ni\u1ec1m tin v\u00e0 th\u00fac \u0111\u1ea9y doanh s\u1ed1 b\u00e1n h\u00e0ng. Ghi nh\u1edb r\u1eb1ng kh\u00e1ch h\u00e0ng mu\u1ed1n bi\u1ebft s\u1ea3n ph\u1ea9m c\u1ee7a b\u1ea1n mang l\u1ea1i l\u1ee3i \u00edch g\u00ec cho h\u1ecd.<\/p>\n

C\u00e1c b\u01b0\u1edbc \u00e1p d\u1ee5ng 4C trong Marketing<\/h2>\n

\u0110\u1ec3 \u00e1p d\u1ee5ng m\u00f4 h\u00ecnh 4C trong marketing, b\u1ea1n c\u00f3 th\u1ec3 tu\u00e2n th\u1ee7 c\u00e1c b\u01b0\u1edbc sau:<\/p>\n

1. T\u00ecm hi\u1ec3u v\u1ec1 kh\u00e1ch h\u00e0ng<\/h3>\n

T\u00ecm hi\u1ec3u th\u00eam v\u1ec1 kh\u00e1ch h\u00e0ng, bao g\u1ed3m nhu c\u1ea7u, y\u00eau c\u1ea7u v\u00e0 th\u00f3i quen mua s\u1eafm c\u1ee7a h\u1ecd. Bi\u1ebft th\u1ecb tr\u01b0\u1eddng c\u1ee7a b\u1ea1n l\u00e0 ch\u00eca kh\u00f3a \u0111\u1ec3 thi\u1ebft k\u1ebf c\u00e1c chi\u1ebfn l\u01b0\u1ee3c ti\u1ebfp th\u1ecb ph\u00f9 h\u1ee3p.<\/p>\n

2. \u0110\u1ea3m b\u1ea3o kh\u00e1ch h\u00e0ng c\u00f3 th\u1ec3 li\u00ean h\u1ec7 doanh nghi\u1ec7p<\/h3>\n

Cung c\u1ea5p th\u00f4ng tin li\u00ean h\u1ec7 cho kh\u00e1ch h\u00e0ng v\u00e0 \u0111\u1ea3m b\u1ea3o ki\u1ec3m tra v\u00e0 c\u1eadp nh\u1eadt c\u00e1c ph\u1ea3n h\u1ed3i v\u00e0 nh\u1eadn x\u00e9t th\u01b0\u1eddng xuy\u00ean.<\/p>\n

3. Tr\u1ea3 l\u1eddi c\u00e2u h\u1ecfi c\u1ee7a kh\u00e1ch h\u00e0ng<\/h3>\n

L\u1eafng nghe \u00fd ki\u1ebfn \u200b\u200bv\u00e0 ph\u1ea3n h\u1ed3i c\u1ee7a kh\u00e1ch h\u00e0ng v\u00e0 tr\u1ea3 l\u1eddi m\u1ed9t c\u00e1ch k\u1ef9 l\u01b0\u1ee1ng, l\u1ecbch s\u1ef1 v\u00e0 chuy\u00ean nghi\u1ec7p.<\/p>\n

4. Ti\u1ebfp t\u1ee5c nghi\u00ean c\u1ee9u v\u00e0 thu th\u1eadp ph\u1ea3n h\u1ed3i<\/h3>\n

L\u1eafng nghe kh\u00e1ch h\u00e0ng v\u00e0 ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111\u1ec3 c\u1ea3i thi\u1ec7n s\u1ea3n ph\u1ea9m v\u00e0 t\u00ecm hi\u1ec3u v\u1ec1 c\u00e1c s\u1ea3n ph\u1ea9m m\u1edbi m\u00e0 h\u1ecd c\u00f3 th\u1ec3 quan t\u00e2m.<\/p>\n

M\u1ed1i quan h\u1ec7 gi\u1eefa 4C v\u00e0 4P<\/h2>\n

M\u00f4 h\u00ecnh 4C v\u00e0 4P trong Marketing c\u00f3 m\u1ed1i quan h\u1ec7 t\u01b0\u01a1ng tr\u1ee3. M\u00f4 h\u00ecnh 4P t\u1eadp trung v\u00e0o c\u00e1c y\u1ebfu t\u1ed1 c\u1ee7a s\u1ea3n ph\u1ea9m v\u00e0 c\u00e1ch \u0111\u01b0a s\u1ea3n ph\u1ea9m \u0111\u1ebfn tay ng\u01b0\u1eddi d\u00f9ng, trong khi m\u00f4 h\u00ecnh 4C t\u1eadp trung v\u00e0o giao ti\u1ebfp v\u00e0 k\u1ebft n\u1ed1i v\u1edbi ng\u01b0\u1eddi ti\u00eau d\u00f9ng. Tuy hai chi\u1ebfn l\u01b0\u1ee3c n\u00e0y c\u00f3 s\u1ef1 kh\u00e1c nhau v\u1ec1 c\u00e1c y\u1ebfu t\u1ed1, nh\u01b0ng \u0111\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c th\u00e0nh c\u00f4ng, hai m\u00f4 h\u00ecnh 4P v\u00e0 4C c\u1ea7n \u0111\u01b0\u1ee3c k\u1ebft h\u1ee3p m\u1ed9t c\u00e1ch th\u00f4ng minh v\u00e0 nhu\u1ea7n nhuy\u1ec5n.<\/p>\n

\"4c<\/p>\n

C\u00e1ch k\u1ebft h\u1ee3p 4C v\u00e0 4P c\u00f3 th\u1ec3 th\u1ef1c hi\u1ec7n nh\u01b0 sau:<\/p>\n

    \n
  1. Product v\u00e0 Customer: S\u1ea3n ph\u1ea9m + Gi\u1ea3i ph\u00e1p cho kh\u00e1ch h\u00e0ng<\/li>\n
  2. Price v\u00e0 Cost: Gi\u00e1 c\u1ea3 + Chi ph\u00ed c\u1ee7a kh\u00e1ch h\u00e0ng<\/li>\n
  3. Place v\u00e0 Convenience: \u0110\u1ecba \u0111i\u1ec3m + S\u1ef1 thu\u1eadn ti\u1ec7n<\/li>\n
  4. Promotion v\u00e0 Communication: Qu\u1ea3ng c\u00e1o + Giao ti\u1ebfp<\/li>\n<\/ol>\n

    K\u1ebft h\u1ee3p 4P v\u00e0 4C s\u1ebd gi\u00fap doanh nghi\u1ec7p hi\u1ec3u r\u00f5 h\u01a1n v\u1ec1 kh\u00e1ch h\u00e0ng v\u00e0 t\u1ea1o ra s\u1ea3n ph\u1ea9m v\u00e0 d\u1ecbch v\u1ee5 \u0111\u00e1p \u1ee9ng nhu c\u1ea7u c\u1ee7a h\u1ecd m\u1ed9t c\u00e1ch t\u1ed1t nh\u1ea5t.<\/p>\n

    \u0110\u1ed1i v\u1edbi b\u1ea5t k\u1ef3 doanh nghi\u1ec7p n\u00e0o, \u01b0u ti\u00ean c\u1ee7a h\u1ecd l\u00e0 ph\u1ee5c v\u1ee5 kh\u00e1ch h\u00e0ng v\u00e0 gi\u00fap h\u1ecd gi\u1ea3i quy\u1ebft c\u00e1c v\u1ea5n \u0111\u1ec1 m\u1ed9t c\u00e1ch hi\u1ec7u qu\u1ea3. M\u00f4 h\u00ecnh 4C trong Marketing gi\u00fap doanh nghi\u1ec7p x\u00e2y d\u1ef1ng m\u1ed1i quan h\u1ec7 l\u00e2u d\u00e0i v\u00e0 t\u0103ng tr\u01b0\u1edfng b\u1ec1n v\u1eefng.<\/p>","protected":false},"excerpt":{"rendered":"

    Trong th\u1ecb tr\u01b0\u1eddng d\u1ecbch v\u1ee5 \u0111ang d\u1ea7n b\u00e3o ho\u00e0 v\u00e0 xu h\u01b0\u1edbng x\u00e3 h\u1ed9i thay \u0111\u1ed5i li\u00ean t\u1ee5c, vi\u1ec7c \u00e1p d\u1ee5ng m\u00f4 h\u00ecnh ti\u1ebfp th\u1ecb th\u00f4ng minh m\u1edbi c\u00f3 th\u1ec3 gi\u00fap doanh nghi\u1ec7p thu h\u00fat m\u1ed9t l\u01b0\u1ee3ng l\u1edbn kh\u00e1ch h\u00e0ng trung th\u00e0nh. M\u00f4 h\u00ecnh 4C trong marketing, v\u1edbi s\u1ef1 th\u1ef1c ti\u1ec5n cao h\u01a1n, \u0111ang d\u1ea7n […]<\/p>\n","protected":false},"author":1,"featured_media":5820,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[29],"tags":[],"class_list":["post-5435","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-truyen-thong"],"_links":{"self":[{"href":"https:\/\/mhgvietnam.com\/en\/wp-json\/wp\/v2\/posts\/5435","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/mhgvietnam.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/mhgvietnam.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/mhgvietnam.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/mhgvietnam.com\/en\/wp-json\/wp\/v2\/comments?post=5435"}],"version-history":[{"count":1,"href":"https:\/\/mhgvietnam.com\/en\/wp-json\/wp\/v2\/posts\/5435\/revisions"}],"predecessor-version":[{"id":5600,"href":"https:\/\/mhgvietnam.com\/en\/wp-json\/wp\/v2\/posts\/5435\/revisions\/5600"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/mhgvietnam.com\/en\/wp-json\/wp\/v2\/media\/5820"}],"wp:attachment":[{"href":"https:\/\/mhgvietnam.com\/en\/wp-json\/wp\/v2\/media?parent=5435"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mhgvietnam.com\/en\/wp-json\/wp\/v2\/categories?post=5435"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mhgvietnam.com\/en\/wp-json\/wp\/v2\/tags?post=5435"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}