{"id":20924,"date":"2019-01-10T15:02:13","date_gmt":"2019-01-10T08:02:13","guid":{"rendered":"https:\/\/thitruongsi.com\/kinh-nghiem\/?p=20924"},"modified":"2019-01-10T15:02:13","modified_gmt":"2019-01-10T08:02:13","slug":"3-pha-lat-keo-be-boi-dinh-cao-xung-dang-duoc-dua-vao-lich-su-marketing","status":"publish","type":"post","link":"https:\/\/thitruongsi.com\/kinh-nghiem\/3-pha-lat-keo-be-boi-dinh-cao-xung-dang-duoc-dua-vao-lich-su-marketing\/","title":{"rendered":"3 pha &#8216;l\u1eadt k\u00e8o&#8217; b\u00ea b\u1ed1i \u0111\u1ec9nh cao x\u1ee9ng \u0111\u00e1ng \u0111\u01b0\u1ee3c \u0111\u01b0a v\u00e0o l\u1ecbch s\u1eed Marketing"},"content":{"rendered":"<p><strong>Kh\u00f4ng th\u01b0\u01a1ng hi\u1ec7u n\u00e0o mi\u1ec5n nhi\u1ec5m v\u1edbi scandal. V\u1ea5n \u0111\u1ec1 l\u00e0 c\u00e1ch h\u1ecd x\u1eed l\u00fd th\u1ebf n\u00e0o th\u00f4i.<\/strong><\/p><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_69_1 counter-hierarchy ez-toc-counter ez-toc-white ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title ez-toc-toggle\" style=\"cursor:pointer\">M\u1ee5c l\u1ee5c b\u00e0i vi\u1ebft<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 eztoc-toggle-hide-by-default' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/thitruongsi.com\/kinh-nghiem\/3-pha-lat-keo-be-boi-dinh-cao-xung-dang-duoc-dua-vao-lich-su-marketing\/#Bai_hoc_1_%E2%80%9CTrau_cham_uong_nuoc_duc%E2%80%9D_%E2%80%93_trong_moi_truong_hop_deu_phai_nhanh\" title=\"B\u00e0i h\u1ecdc 1: &#8220;Tr\u00e2u ch\u1eadm u\u1ed1ng n\u01b0\u1edbc \u0111\u1ee5c&#8221; &#8211; trong m\u1ecdi tr\u01b0\u1eddng h\u1ee3p \u0111\u1ec1u ph\u1ea3i nhanh\">B\u00e0i h\u1ecdc 1: &#8220;Tr\u00e2u ch\u1eadm u\u1ed1ng n\u01b0\u1edbc \u0111\u1ee5c&#8221; &#8211; trong m\u1ecdi tr\u01b0\u1eddng h\u1ee3p \u0111\u1ec1u ph\u1ea3i nhanh<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/thitruongsi.com\/kinh-nghiem\/3-pha-lat-keo-be-boi-dinh-cao-xung-dang-duoc-dua-vao-lich-su-marketing\/#Bai_hoc_2_Hai_huoc_dung_cho_la_mot_loi_the\" title=\"B\u00e0i h\u1ecdc 2: H\u00e0i h\u01b0\u1edbc \u0111\u00fang ch\u1ed7 l\u00e0 m\u1ed9t l\u1ee3i th\u1ebf\">B\u00e0i h\u1ecdc 2: H\u00e0i h\u01b0\u1edbc \u0111\u00fang ch\u1ed7 l\u00e0 m\u1ed9t l\u1ee3i th\u1ebf<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/thitruongsi.com\/kinh-nghiem\/3-pha-lat-keo-be-boi-dinh-cao-xung-dang-duoc-dua-vao-lich-su-marketing\/#Bai_hoc_3_Dung_ngai_tuong_tac_voi_khach_hang\" title=\"B\u00e0i h\u1ecdc 3: \u0110\u1eebng ng\u1ea1i t\u01b0\u01a1ng t\u00e1c v\u1edbi kh\u00e1ch h\u00e0ng\">B\u00e0i h\u1ecdc 3: \u0110\u1eebng ng\u1ea1i t\u01b0\u01a1ng t\u00e1c v\u1edbi kh\u00e1ch h\u00e0ng<\/a><\/li><\/ul><\/nav><\/div>\n\n<p><strong>Ch\u1eb3ng ai th\u00edch scandal (b\u00ea b\u1ed1i), \u0111\u1eb7c bi\u1ec7t l\u00e0 nh\u1eefng ng\u01b0\u1eddi l\u00e0m kinh doanh. Nh\u01b0ng d\u00f9 c\u00f3 chu\u1ea9n b\u1ecb k\u1ef9 c\u00e0ng \u0111\u1ebfn th\u1ebf n\u00e0o, x\u00e9t duy\u1ec7t l\u1edbp lang ra sao th\u00ec r\u1ee7i ro scandal xu\u1ea5t hi\u1ec7n l\u00e0 v\u1eabn c\u00f3. N\u00f3 c\u00f3 th\u1ec3 x\u1ea3y ra v\u00ec kh\u00e1c bi\u1ec7t v\u0103n h\u00f3a, hi\u1ec3u sai th\u00f4ng \u0111i\u1ec7p, m\u00e0 c\u00f3 khi ch\u1ec9 v\u00ec m\u1ed9t l\u1ea7n v\u1ea1 mi\u1ec7ng nh\u01b0 tr\u01b0\u1eddng h\u1ee3p c\u1ee7a Dolce &amp; Gabbana t\u1ea1i Trung Qu\u1ed1c h\u1ed3i cu\u1ed1i n\u0103m 2018 ch\u1eb3ng h\u1ea1n.<\/strong><\/p>\n<img decoding=\"async\" class=\"aligncenter wp-image-20925\" src=\"https:\/\/thitruongsi.com\/kinh-nghiem\/wp-content\/uploads\/2019\/01\/3-pha-lat-keo-be-boi-dinh-cao-xung-dang-duoc-dua-vao-lich-su-marketing.jpg\" alt=\"3-pha-lat-keo-be-boi-dinh-cao-xung-dang-duoc-dua-vao-lich-su-marketing\" width=\"600\" height=\"343\" srcset=\"https:\/\/thitruongsi.com\/kinh-nghiem\/wp-content\/uploads\/2019\/01\/3-pha-lat-keo-be-boi-dinh-cao-xung-dang-duoc-dua-vao-lich-su-marketing.jpg 700w, https:\/\/thitruongsi.com\/kinh-nghiem\/wp-content\/uploads\/2019\/01\/3-pha-lat-keo-be-boi-dinh-cao-xung-dang-duoc-dua-vao-lich-su-marketing-300x171.jpg 300w, https:\/\/thitruongsi.com\/kinh-nghiem\/wp-content\/uploads\/2019\/01\/3-pha-lat-keo-be-boi-dinh-cao-xung-dang-duoc-dua-vao-lich-su-marketing-50x29.jpg 50w, https:\/\/thitruongsi.com\/kinh-nghiem\/wp-content\/uploads\/2019\/01\/3-pha-lat-keo-be-boi-dinh-cao-xung-dang-duoc-dua-vao-lich-su-marketing-696x398.jpg 696w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/>\n<p>\u0110i\u1ec3m chung gi\u1eefa scandal l\u00e0 d\u00f9 \u0111\u1ebfn theo c\u00e1ch n\u00e0y hay c\u00e1ch kh\u00e1c, ch\u00fang \u0111\u1ec1u c\u00f3 ti\u1ec1m n\u0103ng g\u00e2y ra kh\u1ee7ng ho\u1ea3ng to\u00e0n di\u1ec7n, khi\u1ebfn h\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u x\u1ea5u \u0111i theo c\u00e1i c\u00e1ch c\u1ef1c k\u1ef3 t\u1ec7 h\u1ea1i.<\/p>\n<p>Tuy nhi\u00ean m\u1ecdi chuy\u1ec7n c\u00f2n ph\u1ee5 thu\u1ed9c v\u00e0o c\u00e1ch c\u00e1c th\u01b0\u01a1ng hi\u1ec7u x\u1eed l\u00fd b\u00ea b\u1ed1i nh\u01b0 th\u1ebf n\u00e0o n\u1eefa. N\u1ebfu kh\u00e9o l\u00e9o c\u00f3 th\u1ec3 h\u1ea1n ch\u1ebf \u0111\u01b0\u1ee3c h\u1eadu qu\u1ea3 c\u1ee7a scandal, th\u1eadm ch\u00ed l\u00e0 l\u1eadt ng\u01b0\u1ee3c th\u1ebf c\u1edd, bi\u1ebfn n\u00f3 th\u00e0nh m\u1ed9t chi\u1ebfn d\u1ecbch marketing hi\u1ec7u qu\u1ea3.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Bai_hoc_1_%E2%80%9CTrau_cham_uong_nuoc_duc%E2%80%9D_%E2%80%93_trong_moi_truong_hop_deu_phai_nhanh\"><\/span>B\u00e0i h\u1ecdc 1: &#8220;Tr\u00e2u ch\u1eadm u\u1ed1ng n\u01b0\u1edbc \u0111\u1ee5c&#8221; &#8211; trong m\u1ecdi tr\u01b0\u1eddng h\u1ee3p \u0111\u1ec1u ph\u1ea3i nhanh<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>C\u00f4ng ngh\u1ec7 ph\u00e1t tri\u1ec3n \u0111em l\u1ea1i l\u1ee3i th\u1ebf, nh\u01b0ng c\u0169ng ti\u1ec3m \u1ea9n nhi\u1ec1u r\u1ee7i ro. Trong qu\u00e1 kh\u1ee9, c\u00e1c th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3 gi\u1eef im l\u1eb7ng m\u1ed9t kho\u1ea3ng th\u1eddi gian \u0111\u1ec3 t\u00ecm c\u00e1ch x\u1eed l\u00fd kh\u1ee7ng ho\u1ea3ng. Ng\u00e0y nay th\u00ec qu\u00ean \u0111i! M\u1ecdi th\u1ee9 \u0111\u1ec1u ph\u1ea3i \u0111\u01b0\u1ee3c x\u1eed l\u00fd nhanh ch\u00f3ng, c\u00e0ng nhanh c\u00e0ng t\u1ed1t.<\/p>\n<p>V\u1edbi c\u00f4ng ngh\u1ec7 th\u00f4ng tin v\u00e0 m\u1ea1ng x\u00e3 h\u1ed9i, scandal c\u00f3 th\u1ec3 xu\u1ea5t hi\u1ec7n ngay trong \u0111\u00eam, v\u00e0 c\u00f3 nguy c\u01a1 bi\u1ebfn th\u00e0nh kh\u1ee7ng ho\u1ea3ng truy\u1ec1n th\u00f4ng trong nh\u00e1y m\u1eaft n\u1ebfu kh\u00f4ng h\u00e0nh \u0111\u1ed9ng s\u1edbm. T\u1ea5t nhi\u00ean b\u1ea1n v\u1eabn c\u00f3 quy\u1ec1n im l\u1eb7ng, nh\u01b0ng ng\u01b0\u1eddi ti\u00eau d\u00f9ng kh\u00f4ng ki\u00ean nh\u1eabn \u0111\u1ebfn v\u1eady. H\u1ec7 qu\u1ea3 l\u00e0 ng\u01b0\u1eddi ti\u00eau d\u00f9ng quay l\u01b0ng, doanh thu s\u1ee5t gi\u1ea3m, c\u00f2n nh\u00e0 \u0111\u1ea7u t\u01b0 th\u00ec \u0111au l\u00f2ng.<\/p>\n<p>M\u1ed9t nghi\u00ean c\u1ee9u \u0111\u0103ng t\u1ea3i tr\u00ean Adweeks \u0111\u00e3 ch\u1ec9 ra r\u1eb1ng vi\u1ec7c nh\u1eadn tr\u00e1ch nhi\u1ec7m s\u1edbm, k\u00e8m theo l\u1eddi xin l\u1ed7i ch\u00e2n th\u00e0nh, kh\u00f4ng gi\u1ea3 t\u1ea1o l\u00e0 c\u00e1ch \u0111\u1ec3 gi\u1ea3i quy\u1ebft scandal nhanh ch\u00f3ng v\u00e0 \u0111\u1ec3 l\u1ea1i \u00edt h\u1eadu qu\u1ea3 nh\u1ea5t.<\/p>\n<p>Minh ch\u1ee9ng r\u00f5 r\u00e0ng nh\u1ea5t l\u00e0 tr\u01b0\u1eddng h\u1ee3p c\u1ee7a Chipotle &#8211; m\u1ed9t chu\u1ed7i nh\u00e0 h\u00e0ng \u0103n nhanh t\u1ea1i Mexico. M\u00f9a thu n\u0103m 2015, c\u00e1i t\u00ean Chipotle chi\u1ebfm tr\u1ecdn trang nh\u1ea5t c\u00e1c b\u00e1o &#8220;nh\u1edd&#8221; v\u00e0o vi\u1ec7c ph\u00e1t hi\u1ec7n khu\u1ea9n E. coli trong th\u1ee9c \u0103n c\u1ee7a h\u00e3ng.<\/p>\n<img decoding=\"async\" class=\"aligncenter wp-image-20926\" src=\"https:\/\/thitruongsi.com\/kinh-nghiem\/wp-content\/uploads\/2019\/01\/3-pha-lat-keo-be-boi-dinh-cao-xung-dang-duoc-dua-vao-lich-su-marketing-2.jpg\" alt=\"3-pha-lat-keo-be-boi-dinh-cao-xung-dang-duoc-dua-vao-lich-su-marketing-2\" width=\"600\" height=\"831\" srcset=\"https:\/\/thitruongsi.com\/kinh-nghiem\/wp-content\/uploads\/2019\/01\/3-pha-lat-keo-be-boi-dinh-cao-xung-dang-duoc-dua-vao-lich-su-marketing-2.jpg 1467w, https:\/\/thitruongsi.com\/kinh-nghiem\/wp-content\/uploads\/2019\/01\/3-pha-lat-keo-be-boi-dinh-cao-xung-dang-duoc-dua-vao-lich-su-marketing-2-216x300.jpg 216w, https:\/\/thitruongsi.com\/kinh-nghiem\/wp-content\/uploads\/2019\/01\/3-pha-lat-keo-be-boi-dinh-cao-xung-dang-duoc-dua-vao-lich-su-marketing-2-768x1064.jpg 768w, https:\/\/thitruongsi.com\/kinh-nghiem\/wp-content\/uploads\/2019\/01\/3-pha-lat-keo-be-boi-dinh-cao-xung-dang-duoc-dua-vao-lich-su-marketing-2-739x1024.jpg 739w, https:\/\/thitruongsi.com\/kinh-nghiem\/wp-content\/uploads\/2019\/01\/3-pha-lat-keo-be-boi-dinh-cao-xung-dang-duoc-dua-vao-lich-su-marketing-2-36x50.jpg 36w, https:\/\/thitruongsi.com\/kinh-nghiem\/wp-content\/uploads\/2019\/01\/3-pha-lat-keo-be-boi-dinh-cao-xung-dang-duoc-dua-vao-lich-su-marketing-2-696x965.jpg 696w, https:\/\/thitruongsi.com\/kinh-nghiem\/wp-content\/uploads\/2019\/01\/3-pha-lat-keo-be-boi-dinh-cao-xung-dang-duoc-dua-vao-lich-su-marketing-2-1068x1480.jpg 1068w, https:\/\/thitruongsi.com\/kinh-nghiem\/wp-content\/uploads\/2019\/01\/3-pha-lat-keo-be-boi-dinh-cao-xung-dang-duoc-dua-vao-lich-su-marketing-2-303x420.jpg 303w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/>\n<p>D\u00e0nh cho nh\u1eefng ai ch\u01b0a bi\u1ebft, E. coli l\u00e0 d\u00f2ng vi khu\u1ea9n c\u00f3 kh\u1ea3 n\u0103ng g\u00e2y ng\u1ed9 \u0111\u1ed9c v\u00e0 ti\u00eau ch\u1ea3y, n\u00ean t\u1ea5t nhi\u00ean \u0111\u00e2y l\u00e0 m\u1ed9t b\u00ea b\u1ed1i r\u1ea5t l\u1edbn d\u00e0nh cho Chipotle. Tuy nhi\u00ean, Chipotle hi\u1ec3u r\u1eb1ng m\u00ecnh c\u1ea7n ph\u1ea3i h\u00e0nh \u0111\u1ed9ng th\u1eadt nhanh, v\u00e0 h\u1ecd \u0111\u00e3 \u0111\u00f3ng c\u1eeda h\u01a1n 40 c\u1eeda h\u00e0ng \u0111\u1ec3 ki\u1ec3m tra, \u0111\u1ed3ng th\u1eddi nh\u1eadn to\u00e0n b\u1ed9 tr\u00e1ch nhi\u1ec7m cho s\u1ef1 vi\u1ec7c. Ch\u01b0a d\u1eebng l\u1ea1i, c\u00f4ng ty sau \u0111\u00f3 c\u00f2n c\u00f4ng b\u1ed1 bi\u00ean b\u1ea3n x\u00e9t nghi\u1ec7m c\u1ee7a CDC, \u0111\u1ed3ng th\u1eddi \u0111\u01b0a ra k\u1ebf ho\u1ea1ch c\u1ef1c k\u1ef3 r\u00f5 r\u00e0ng \u0111\u1ec3 ng\u0103n kh\u00f4ng cho c\u00e1c tr\u01b0\u1eddng h\u1ee3p t\u01b0\u01a1ng t\u1ef1 xu\u1ea5t hi\u1ec7n trong t\u01b0\u01a1ng lai.<\/p>\n<p>Nh\u1edd v\u1eady, Chipotle \u0111\u00e3 gi\u1ea3m thi\u1ec3u \u0111\u01b0\u1ee3c thi\u1ec7t h\u1ea1i c\u1ee7a v\u1ee5 b\u00ea b\u1ed1i, ch\u1ec9 k\u00e9o d\u00e0i kho\u1ea3ng 3,5 th\u00e1ng. Theo nh\u01b0 \u0111\u00e1nh gi\u00e1 c\u1ee7a Adweeks, \u0111\u00e2y c\u0169ng l\u00e0 m\u1ed9t trong nh\u1eefng scandal c\u00f3 &#8220;tu\u1ed5i th\u1ecd&#8221; ng\u1eafn v\u00e0 \u00edt nghi\u00eam tr\u1ecdng nh\u1ea5t trong l\u0129nh v\u1ef1c t\u01b0\u01a1ng t\u1ef1.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Bai_hoc_2_Hai_huoc_dung_cho_la_mot_loi_the\"><\/span>B\u00e0i h\u1ecdc 2: H\u00e0i h\u01b0\u1edbc \u0111\u00fang ch\u1ed7 l\u00e0 m\u1ed9t l\u1ee3i th\u1ebf<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>KFC l\u00e0 th\u01b0\u01a1ng hi\u1ec7u hi\u1ec3u r\u1ea5t r\u00f5 \u0111i\u1ec1u n\u00e0y. \u0110\u1ea7u n\u0103m 2018, &#8220;\u00d4ng gi\u00e0 r\u00e1n g\u00e0&#8221; c\u1ee7a M\u1ef9 v\u01b0\u1edbng ph\u1ea3i r\u1eafc r\u1ed1i v\u1edbi m\u1ed9t s\u1ed1 nh\u00e0 cung \u1ee9ng, khi\u1ebfn cho chu\u1ed7i nh\u00e0 h\u00e0ng t\u1ea1i Anh Qu\u1ed1c kh\u00f4ng c\u00f3 g\u00e0 m\u00e0 b\u00e1n.<\/p>\n<p>S\u1ef1 vi\u1ec7c t\u01b0\u1edfng nh\u01b0 \u0111\u00e3 th\u00e0nh m\u1ed9t b\u00ea b\u1ed1i l\u1edbn sau khi m\u1ed9t v\u00e0i thanh ni\u00ean \u00f4m b\u1ee5ng \u0111\u00f3i ra v\u1ec1 \u0111\u00e3 b\u00e0y t\u1ecf s\u1ef1 gi\u1eadn d\u1eef qua m\u1ea1ng x\u00e3 h\u1ed9i. Nh\u01b0ng kh\u00f4ng! KFC nhanh ch\u00f3ng \u0111\u0103ng qu\u1ea3ng c\u00e1o chi\u1ebfm tr\u1ecdn 2 m\u1eb7t b\u00e1o, trong \u0111\u00f3 h\u1ecd c\u1ed1 t\u00ecnh in nh\u1ea7m t\u00ean th\u00e0nh FCK (ch\u1eef vi\u1ebft t\u1eaft g\u1ee3i nhi\u1ec1u li\u00ean t\u01b0\u1edfng trong ti\u1ebfng Anh) k\u00e8m l\u1eddi xin l\u1ed7i c\u00f3 v\u0103n phong kh\u00e1 &#8220;c\u1ee3t nh\u1ea3&#8221;.<\/p>\n<img decoding=\"async\" class=\"aligncenter wp-image-20927\" src=\"https:\/\/thitruongsi.com\/kinh-nghiem\/wp-content\/uploads\/2019\/01\/3-pha-lat-keo-be-boi-dinh-cao-xung-dang-duoc-dua-vao-lich-su-marketing-3.jpg\" alt=\"3-pha-lat-keo-be-boi-dinh-cao-xung-dang-duoc-dua-vao-lich-su-marketing-3\" width=\"600\" height=\"656\" srcset=\"https:\/\/thitruongsi.com\/kinh-nghiem\/wp-content\/uploads\/2019\/01\/3-pha-lat-keo-be-boi-dinh-cao-xung-dang-duoc-dua-vao-lich-su-marketing-3.jpg 532w, https:\/\/thitruongsi.com\/kinh-nghiem\/wp-content\/uploads\/2019\/01\/3-pha-lat-keo-be-boi-dinh-cao-xung-dang-duoc-dua-vao-lich-su-marketing-3-274x300.jpg 274w, https:\/\/thitruongsi.com\/kinh-nghiem\/wp-content\/uploads\/2019\/01\/3-pha-lat-keo-be-boi-dinh-cao-xung-dang-duoc-dua-vao-lich-su-marketing-3-46x50.jpg 46w, https:\/\/thitruongsi.com\/kinh-nghiem\/wp-content\/uploads\/2019\/01\/3-pha-lat-keo-be-boi-dinh-cao-xung-dang-duoc-dua-vao-lich-su-marketing-3-384x420.jpg 384w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/>\n<p><em>*T\u1ea1m d\u1ecbch: Nh\u00e0 h\u00e0ng b\u00e1n g\u00e0 m\u00e0 kh\u00f4ng c\u00f3 g\u00e0. Qu\u1ea3 th\u1ef1c kh\u00f4ng ph\u1ea3i. Xin g\u1eedi \u0111\u1ebfn qu\u00fd kh\u00e1ch h\u00e0ng c\u1ee7a ch\u00fang t\u00f4i l\u1eddi xin l\u1ed7i ch\u00e2n th\u00e0nh nh\u1ea5t, \u0111\u1eb7c bi\u1ec7t l\u00e0 v\u1edbi nh\u1eefng ng\u01b0\u1eddi \u0111\u00e3 m\u1ea5t th\u1eddi gian \u0111\u1ebfn \u0103n g\u00e0 m\u00e0 th\u1ea5y nh\u00e0 h\u00e0ng \u0111\u00f3ng c\u1eeda. V\u00e0 c\u1ea3m \u01a1n r\u1ea5t nhi\u1ec1u c\u00e1c th\u00e0nh vi\u00ean v\u00e0 \u0111\u1ed1i t\u00e1c c\u1ee7a KFC \u0111\u00e3 l\u00e0m vi\u1ec7c kh\u00f4ng ngh\u1ec9 \u0111\u1ec3 c\u1ea3i thi\u1ec7n t\u00ecnh tr\u1ea1ng n\u00e0y.<\/em><\/p>\n<p>Qu\u1ea3 l\u00e0 c\u00e1i tu\u1ea7n qu\u00e1i qu\u1ef7, nh\u01b0ng ch\u00fang t\u00f4i \u0111ang gi\u1ea3i quy\u1ebft \u0111\u1ec3 m\u1ed7i ng\u00e0y qu\u00fd v\u1ecb s\u1ebd c\u00f3 g\u00e0 t\u01b0\u01a1i \u0111\u1ec3 \u0103n. C\u1ea3m \u01a1n v\u00ec \u0111\u00e3 ch\u1ecbu \u0111\u1ef1ng ch\u00fang t\u00f4i nh\u00e9.<\/p>\n<p>L\u1eddi xin l\u1ed7i th\u1ef1c s\u1ef1 \u0111\u00e3 tr\u1edf th\u00e0nh m\u1ed9t pha l\u1eadt k\u00e8o ngo\u1ea1n m\u1ee5c. T\u1eeb m\u1ed9t scandal ti\u1ec1m n\u0103ng, vi\u1ec7c KFC thi\u1ebfu g\u00e0 \u0111\u00e3 tr\u1edf th\u00e0nh m\u1ed9t s\u1ef1 ki\u1ec7n marketing c\u1ef1c k\u1ef3 thu h\u00fat. Theo d\u1eef li\u1ec7u c\u1ee7a Adweeks, 2\/3 ph\u1ea3n \u1ee9ng c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u1edbi s\u1ef1 ki\u1ec7n l\u1ea7n n\u00e0y l\u00e0 t\u00edch c\u1ef1c.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Bai_hoc_3_Dung_ngai_tuong_tac_voi_khach_hang\"><\/span>B\u00e0i h\u1ecdc 3: \u0110\u1eebng ng\u1ea1i t\u01b0\u01a1ng t\u00e1c v\u1edbi kh\u00e1ch h\u00e0ng<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>C\u00f2n nh\u1edb cu\u1ed1i n\u0103m 2018, Dolce &amp; Gabbana \u0111\u00e3 m\u1ea5t to\u00e0n b\u1ed9 th\u1ecb tr\u01b0\u1eddng Trung Qu\u1ed1c ch\u1ec9 v\u00ec scandal ph\u00e2n bi\u1ec7t ch\u1ee7ng t\u1ed9c trong m\u1ed9t clip qu\u1ea3ng c\u00e1o, v\u00e0 sai l\u1ea7m v\u1ea1 mi\u1ec7ng c\u1ee7a ng\u01b0\u1eddi ph\u00e1t ng\u00f4n. Tuy nhi\u00ean, \u0111\u00e2y kh\u00f4ng ph\u1ea3i l\u00e0 th\u01b0\u01a1ng hi\u1ec7u duy nh\u1ea5t t\u1eebng v\u01b0\u1edbng ph\u1ea3i b\u00ea b\u1ed1i nh\u01b0 v\u1eady.<\/p>\n<p>Cu\u1ed1i n\u0103m 2017, Dove c\u0169ng m\u1eafc ph\u1ea3i m\u1ed9t sai l\u1ea7m t\u01b0\u01a1ng t\u1ef1. H\u1ecd \u0111\u0103ng m\u1ed9t qu\u1ea3ng c\u00e1o tr\u00ean Facebook, trong \u0111\u00f3 c\u00f3 c\u1ea3nh m\u1ed9t ng\u01b0\u1eddi ph\u1ee5 n\u1eef da m\u00e0u l\u1ed9t x\u00e1c th\u00e0nh da tr\u1eafng sau khi d\u00f9ng Dove.<\/p>\n<img decoding=\"async\" class=\"aligncenter wp-image-20928\" src=\"https:\/\/thitruongsi.com\/kinh-nghiem\/wp-content\/uploads\/2019\/01\/3-pha-lat-keo-be-boi-dinh-cao-xung-dang-duoc-dua-vao-lich-su-marketing-4.jpg\" alt=\"3-pha-lat-keo-be-boi-dinh-cao-xung-dang-duoc-dua-vao-lich-su-marketing-4\" width=\"600\" height=\"600\" srcset=\"https:\/\/thitruongsi.com\/kinh-nghiem\/wp-content\/uploads\/2019\/01\/3-pha-lat-keo-be-boi-dinh-cao-xung-dang-duoc-dua-vao-lich-su-marketing-4.jpg 600w, https:\/\/thitruongsi.com\/kinh-nghiem\/wp-content\/uploads\/2019\/01\/3-pha-lat-keo-be-boi-dinh-cao-xung-dang-duoc-dua-vao-lich-su-marketing-4-150x150.jpg 150w, https:\/\/thitruongsi.com\/kinh-nghiem\/wp-content\/uploads\/2019\/01\/3-pha-lat-keo-be-boi-dinh-cao-xung-dang-duoc-dua-vao-lich-su-marketing-4-300x300.jpg 300w, https:\/\/thitruongsi.com\/kinh-nghiem\/wp-content\/uploads\/2019\/01\/3-pha-lat-keo-be-boi-dinh-cao-xung-dang-duoc-dua-vao-lich-su-marketing-4-50x50.jpg 50w, https:\/\/thitruongsi.com\/kinh-nghiem\/wp-content\/uploads\/2019\/01\/3-pha-lat-keo-be-boi-dinh-cao-xung-dang-duoc-dua-vao-lich-su-marketing-4-420x420.jpg 420w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/>\n<p>Th\u00f4ng \u0111i\u1ec7p \u1edf \u0111\u00e2y ch\u1ec9 l\u00e0 Dove c\u00f3 t\u00e1c d\u1ee5ng l\u00e0m tr\u1eafng da r\u1ea5t m\u1ea1nh. Nh\u01b0ng ti\u1ebfc l\u00e0 n\u1ed9i dung qu\u00e1 nh\u1ea1y c\u1ea3m \u0111\u00e3 khi\u1ebfn ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u1ea3m th\u1ea5y b\u1ecb x\u00fac ph\u1ea1m, \u0111\u1eb7c bi\u1ec7t l\u00e0 c\u1ed9ng \u0111\u1ed3ng ng\u01b0\u1eddi da m\u00e0u v\u00e0 c\u00e1c nh\u00e0 ho\u1ea1t \u0111\u1ed9ng nh\u00e2n quy\u1ec1n.<\/p>\n<p>Dove sau \u0111\u00f3 \u0111\u00e3 nhanh ch\u00f3ng nh\u1eadn sai, c\u00f4ng khai \u0111\u01b0a ra l\u1eddi xin l\u1ed7i tr\u00ean Facebook (n\u01a1i h\u1ecd \u0111\u0103ng t\u1ea3i qu\u1ea3ng c\u00e1o tr\u00ean) v\u00e0 Twitter. \u0110\u1ed3ng th\u1eddi, h\u1ecd c\u0169ng khuy\u1ebfn kh\u00edch ng\u01b0\u1eddi ti\u00eau d\u00f9ng t\u01b0\u01a1ng t\u00e1c, g\u1eedi \u00fd ki\u1ebfn v\u00e0 c\u1ea3m ngh\u0129 c\u1ee7a m\u00ecnh v\u1ec1 s\u1ef1 ki\u1ec7n n\u00e0y.<\/p>\n<p>D\u00f9 kh\u00f4ng th\u1ec3 x\u00f3a \u0111i sai l\u1ea7m c\u1ee7a m\u00ecnh, nh\u01b0ng \u0111\u1ed9ng th\u00e1i c\u1ee7a Dove &#8211; \u0111\u1eb7c bi\u1ec7t l\u00e0 \u0111o\u1ea1n khuy\u1ebfn kh\u00edch t\u01b0\u01a1ng t\u00e1c &#8211; \u0111\u00e3 gi\u00fap h\u1ecd ki\u1ec3m so\u00e1t v\u00e0 gi\u1edbi h\u1ea1n thi\u1ec7t h\u1ea1i c\u1ee7a v\u1ee5 b\u00ea b\u1ed1i ch\u1ec9 trong v\u00f2ng v\u1ecfn v\u1eb9n 6 tu\u1ea7n.<\/p>\n<p><strong>Kh\u00f4ng th\u01b0\u01a1ng hi\u1ec7u n\u00e0o c\u00f3 th\u1ec3 mi\u1ec5n nhi\u1ec5m v\u1edbi scandal, m\u00e0 quan tr\u1ecdng l\u00e0 c\u00e1ch x\u1eed l\u00fd nh\u01b0 th\u1ebf n\u00e0o. C\u00e1ch t\u1ed1t nh\u1ea5t l\u00e0 t\u00ecm ra ngu\u1ed3n g\u1ed1c c\u1ee7a b\u00ea b\u1ed1i v\u00e0 l\u00e0m sao \u0111\u1ec3 gi\u1ea3m thi\u1ec3u \u0111\u01b0\u1ee3c thi\u1ec7t h\u1ea1i m\u00e0 th\u00f4i.<\/strong><\/p>\n<p style=\"text-align: right;\">Ngu\u1ed3n: Kenh14<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Kh\u00f4ng th\u01b0\u01a1ng hi\u1ec7u n\u00e0o mi\u1ec5n nhi\u1ec5m v\u1edbi scandal. V\u1ea5n \u0111\u1ec1 l\u00e0 c\u00e1ch h\u1ecd x\u1eed l\u00fd th\u1ebf n\u00e0o th\u00f4i. Ch\u1eb3ng ai th\u00edch scandal (b\u00ea b\u1ed1i), \u0111\u1eb7c bi\u1ec7t l\u00e0 nh\u1eefng ng\u01b0\u1eddi l\u00e0m kinh doanh. Nh\u01b0ng d\u00f9 c\u00f3 chu\u1ea9n b\u1ecb k\u1ef9 c\u00e0ng \u0111\u1ebfn th\u1ebf n\u00e0o, x\u00e9t duy\u1ec7t l\u1edbp lang ra sao th\u00ec r\u1ee7i ro scandal xu\u1ea5t hi\u1ec7n l\u00e0  &#8230;<\/p>\n","protected":false},"author":3,"featured_media":20930,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[46,64,50],"tags":[],"class_list":["post-20924","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ban-le","category-kinh-nghiem-ban-le","category-kinh-doanh"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>3 pha &#039;l\u1eadt k\u00e8o&#039; b\u00ea b\u1ed1i \u0111\u1ec9nh cao x\u1ee9ng \u0111\u00e1ng \u0111\u01b0\u1ee3c \u0111\u01b0a v\u00e0o l\u1ecbch s\u1eed Marketing<\/title>\n<meta name=\"description\" content=\"Kh\u00f4ng th\u01b0\u01a1ng hi\u1ec7u n\u00e0o mi\u1ec5n nhi\u1ec5m v\u1edbi scandal. 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