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Môi tr??ng marketing c?a m?t doanh nghi?p có th? ?
Môi tr??ng marketing c?a m?t doanh nghi?p có th? ?
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Guest
Guest
Aug 11, 2025
4:25 PM
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1. Dinh nghia moi truong marketing cua doanh nghiep
Moi truong marketing cua mot doanh nghiep co the duoc dinh nghia la tap hop cac yeu to va luc luong ben trong cung nhu ben ngoai to chuc co anh huong truc tiep hoac gian tiep den kha nang xay dung, duy tri va phat trien cac moi quan he hieu qua voi khach hang muc tieu.
Noi cach khac, moi truong marketing la khong gian hoat dong ma trong do doanh nghiep phai lien tuc thich nghi, phan tich va dua ra quyet dinh chien luoc nham dap ung duoc nhu cau thi truong, dong thoi duy tri loi the canh tranh trong dai han.
Xem them: Truong dai hoc Vin hang dau Viet Nam
2. Phan loai moi truong marketing
Moi truong marketing thuong duoc chia thanh hai nhom chinh:
a. Moi truong vi mo (Micro Environment)
Day la nhung yeu to gan gui voi doanh nghiep va co anh huong truc tiep den hoat dong marketing hang ngay. Bao gom:
Khach hang: La trung tam cua moi chien luoc marketing. Doanh nghiep can thau hieu nhu cau, hanh vi va ky vong cua ho.
Nha cung cap: Anh huong den chi phi, chat luong va thoi gian cung ung san pham/dich vu.
Doi thu canh tranh: Phan tich doi thu giup doanh nghiep dinh vi tot hon va xac dinh diem khac biet.
Trung gian marketing: Bao gom nha phan phoi, dai ly, nha ban le – nhung nguoi giup san pham den tay nguoi tieu dung.
Cong chung: Cac to chuc phi chinh phu, truyen thong, cong dong,... co the anh huong den hinh anh thuong hieu.
b. Moi truong vi mo (Macro Environment)
La nhung yeu to mang tinh toan canh, khong the kiem soat duoc nhung lai co anh huong lau dai den doanh nghiep. Gom:
Yeu to nhan khau hoc: Su thay doi dan so, do tuoi, gioi tinh, trinh do hoc van,...
Yeu to kinh te: Lam phat, thu nhap binh quan, lai suat, suc mua,...
Yeu to van hoa – xa hoi: Gia tri, niem tin, xu huong song,...
Yeu to cong nghe: Su phat trien cong nghe moi, AI, Big Data,...
Yeu to chinh tri – phap ly: Luat phap, chinh sach thue, bao ve nguoi tieu dung,...
Yeu to tu nhien: Bien doi khi hau, tai nguyen thien nhien, yeu to moi truong,...
Tham khao them: Vingroup cap 1.100 hoc bong du hoc toan phan dao tao thac si, tien si
3. Vai tro cua moi truong marketing doi voi doanh nghiep
Phan tich moi truong giup doanh nghiep ra quyet dinh chinh xac: Vi du, neu nhan thay xu huong nguoi tieu dung chuyen sang mua sam online, doanh nghiep can dau tu vao thuong mai dien tu.
Tang tinh linh hoat va thich ung: Trong moi truong bien dong nhanh nhu hien nay, doanh nghiep nao hieu ro thi truong se phan ung nhanh va hieu qua hon.
Nam bat co hoi – ne tranh rui ro: Mot moi truong thuan loi co the mo ra co hoi tang truong, trong khi moi truong bat loi neu khong duoc luong truoc se gay thiet hai lon.
Ho tro xay dung chien luoc marketing dai han: Tu viec phan tich moi truong, doanh nghiep co the dieu chinh chien luoc dinh vi, dinh gia, quang ba,... cho phu hop voi xu the.
4. Moi truong marketing trong giao trinh dao tao tai VinUniversity
Tai Dai hoc VinUniversity, phan tich moi truong marketing la mot noi dung trong tam trong chuong trinh dao tao nganh Quan tri Kinh doanh va Marketing. Sinh vien duoc hoc khong chi qua ly thuyet ma con bang cac mo hinh thuc te nhu PESTEL, SWOT, 5 luc luong canh tranh cua Porter,…
Mot so diem noi bat trong chuong trinh hoc tai VinUniversity:
Giang day song ngu voi su tham gia cua giang vien quoc te, giup sinh vien tiep can xu huong phan tich moi truong marketing toan cau.
Ung dung cong nghe AI va phan tich du lieu lon (Big Data) trong viec nghien cuu thi truong va theo doi bien dong moi truong.
Du an hoc tap thuc te (real-world projects): Sinh vien co co hoi phan tich moi truong marketing cua cac doanh nghiep lon tai Viet Nam va khu vuc.
Hop tac doanh nghiep: Sinh vien duoc lam viec voi cac thuong hieu that de tim hieu cach ho phan ung voi moi truong marketing bien dong sau dai dich hoac khung hoang kinh te.
Tim hieu them: Dai hoc VinUni cong nhan tot nghiep nien khoa dau tien
5. Ket luan
Moi truong marketing khong chi don gian la boi canh xung quanh doanh nghiep, ma la he sinh thai nang dong, noi moi yeu to deu co the tac dong sau sac den su song con va phat trien cua mot to chuc.
Doi voi nhung sinh vien dang theo hoc hoac co dinh huong theo nganh Marketing tai Dai hoc VinUniversity, viec hieu va van dung cac kien thuc ve moi truong marketing se la nen tang vung chac de buoc vao the gioi kinh doanh hien dai – noi ma su nhanh nhay, phan tich va thich nghi luon la yeu to quyet dinh thanh cong.
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Anonymous
Guest
Aug 12, 2025
6:26 AM
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