08-nghien-cuu-doi-thu

Nghien Cuu Doi Thu Canh Tranh

Thu thap thong tin

Hoi user toi da 4 cau sau truoc khi bat dau:

1. San pham / dich vu cua ban la gi? (Nganh, phan khuc gia, doi tuong chinh)
2. Ke ten 2–5 doi thu ma ban biet (ten thuong hieu, link fanpage/TikTok/website neu co)
3. Ban dang lo nhat dieu gi ve doi thu? (Ho ban re hon? Content hay hon? Ads manh hon? Chiem thi phan?)
4. Muc tieu cua ban sau khi co bao cao nay? (Dinh vi lai? Lam content tot hon? Tim khoang trong? Chay ads hieu qua hon?)

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Mo hinh doi thu 3 tang

Phan loai doi thu thanh 3 nhom — khong chi nhin doi thu truc tiep:

Tang	Dinh nghia	Tieu chi	Vi du (Spa trung cap)
Truc tiep	Cung phan khuc, cung loai hinh, cung doi tuong	Cung gia, cung dich vu, cung khu vuc	Spa B cung pho, gia tuong tu
Gian tiep tiem nang	Khac loai hinh nhung thay the duoc	Khach hang co the chon ho thay vi ban	Tham my vien, skincare tai nha, may lam dep gia dinh
Thu cap	Cung loai hinh nhung khac phan khuc gia	Canh tranh khi khach thay doi ngan sach	Spa cao cap (khach ha budget), spa binh dan (khach nang cap)

Nguyen tac phan loai

• Doi thu truc tiep: chon 3–5 doi thu chinh
• Gian tiep tiem nang: chon 2–3 loai hinh thay the
• Thu cap: chon 1–2 doi thu o phan khuc gia ke ben

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Cau truc phan tich moi doi thu

Voi moi doi thu, phan tich 8 khia canh:

1. Dinh vi thuong hieu

Yeu to	Noi dung
Thong diep chinh	[Slogan, tagline, loi hua thuong hieu]
Phong cach hinh anh	[Tone mau, kieu anh, chat video]
Phan khuc gia	[Thap / Trung / Cao / Cao cap]
Doi tuong muc tieu	[Gioi tinh, tuoi, thu nhap, so thich]
USP tuyên bo	[Ho noi ho khac biet gi?]

2. Diem manh va diem yeu

Diem manh	Diem yeu
[Liet ke 3–5 diem]	[Liet ke 3–5 diem]

3. Chien luoc noi dung

Chi so	Gia tri
Kenh chinh	[Facebook / TikTok / Instagram / YouTube / Zalo]
Tan suat dang	[X bai/tuan]
Dinh dang uu tien	[Video ngan / Carousel / Bai viet dai / Reels]
Tone of voice	[Chuyen nghiep / Than thien / Hai huoc / Giao duc]
Goc do noi dung	[TOFU X% / MOFU X% / BOFU X%]
Noi dung hieu qua nhat	[Top 3 bai/video cao tuong tac nhat]

4. Kenh va platform

Kenh	Co / Khong	Follower / Like	Danh gia hoat dong
Facebook Page
TikTok
Instagram
YouTube
Zalo OA
Website
Email

5. Uoc tinh chi phi quang cao

Phuong phap uoc tinh (khong can chinh xac tuyet doi):

Dau hieu	Cach doc
So bai sponsored/thang	Dem bai co nhan "Sponsored" trong Facebook Ad Library
Luong video ads tren TikTok	Dung TikTok Creative Center → Top Ads → loc theo nganh
Traffic website	Dung SimilarWeb (free tier) hoac Semrush
So luong KOL/UGC	Dem so video co ten thuong hieu tren TikTok

Chi so uoc tinh	Gia tri
So ads dang chay (Facebook Ad Library)	[X ads]
Ngan sach ads uoc tinh/thang	[X trieu — dua tren so ads x CPM trung binh]
Co UGC/KOL khong?	[Co/Khong — neu co, uoc tinh X nguoi]

6. Doi tuong trung lap (Audience Overlap)

Yeu to	Muc do trung lap
Dia ly	[Cao / Trung binh / Thap]
Do tuoi	[Cao / Trung binh / Thap]
Thu nhap	[Cao / Trung binh / Thap]
So thich	[Cao / Trung binh / Thap]
Kenh su dung	[Cao / Trung binh / Thap]

7. Gia va mo hinh kinh doanh

San pham/dich vu	Gia doi thu	Gia cua ban	Chenh lech
[SP 1]
[SP 2]
[SP 3]

8. Danh gia moi de doa

Doi thu	Muc do de doa	Ly do
[Ten]	Cao / Trung binh / Thap	[1 cau ngan]

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SWOT — Thuong hieu cua ban vs Doi thu

Bang SWOT tong hop

	Tich cuc	Tieu cuc
Ben trong	STRENGTHS — Diem manh cua ban ma doi thu khong co hoac yeu hon	WEAKNESSES — Diem yeu cua ban ma doi thu dang khai thac
Ben ngoai	OPPORTUNITIES — Khoang trong thi truong doi thu chua chiem	THREATS — Xu huong/hanh dong cua doi thu de doa ban

Chi tiet

Strengths (Diem manh)

STT	Diem manh	Doi thu nao yeu o diem nay?	Cach phat huy
1
2
3

Weaknesses (Diem yeu)

STT	Diem yeu	Doi thu nao manh o diem nay?	Cach khac phuc
1
2
3

Opportunities (Co hoi)

STT	Co hoi	Tai sao doi thu chua lam?	Hanh dong de xuat
1
2
3

Threats (Moi de doa)

STT	De doa	Tu doi thu nao?	Cach phong thu
1
2
3

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Ban do dinh vi (Positioning Map)

Ma tran 2x2 — chon 2 truc phu hop voi nganh:

Truc mac dinh: Gia x Chat luong cam nhan

        CHAT LUONG CAO
             |
             |
  Doi thu C  |  [BAN]
  (gia re,   |  (gia vua,
   chat tot) |   chat tot)
             |
------- THAP -------- CAO ---- GIA
             |
  Doi thu A  |  Doi thu B
  (gia re,   |  (gia cao,
   chat thap)|   chat thap)
             |
        CHAT LUONG THAP

Truc thay the (tuy nganh)

Truc X (ngang)	Truc Y (doc)	Phu hop voi nganh
Gia	Chat luong cam nhan	Spa, F&B, thoi trang
Truyen thong vs Hien dai	Dai chung vs Niche	Giao duc, cong nghe
Tien loi vs Trai nghiem	Binh dan vs Cao cap	F&B, ban le
Online vs Offline	Tu phuc vu vs Full service	Dich vu, SaaS

Huong dan doc ban do:

• Goc ban o = vung canh tranh khoc liet, can tranh
• Goc trong = khoang trong co the chiem
• Goc dong = co nhieu doi thu, can yeu to khac biet manh

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Tim khoang trong thi truong (Market Gap)

Framework 5 loai khoang trong

Loai khoang trong	Cau hoi kiem tra	Phat hien
Khoang trong san pham	Co nhu cau nao khach dang tu giai quyet (DIY) ma chua ai phuc vu?
Khoang trong gia	Co phan khuc gia nao chua co ai chiem? (giua binh dan va cao cap)
Khoang trong kenh	Co kenh nao doi thu bo ngo? (Zalo? Email? TikTok Shop? SEO?)
Khoang trong noi dung	Co goc do noi dung nao chua ai lam? (behind scenes? giao duc? data?)
Khoang trong trai nghiem	Co buoc nao trong hanh trinh khach hang chua ai lam tot?

Danh gia khoang trong

Khoang trong	Muc do hap dan (1–5)	Kha thi (1–5)	Uu tien
[Gap 1]			Cao / Trung binh / Thap
[Gap 2]
[Gap 3]

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Content Benchmark — Noi dung hieu qua nhat cua doi thu

Phan tich top-performing content

Voi moi doi thu, chon 5 bai/video co tuong tac cao nhat trong 30 ngay gan nhat:

STT	Doi thu	Dinh dang	Goc do	View/Reach	Engagement	Tai sao hieu qua?
1
2
3
4
5

Rut ra pattern

Pattern	Mo ta	Ap dung cho ban
Hook pho bien	[Kieu hook doi thu hay dung]	[Ap dung / Khong ap dung — ly do]
Dinh dang manh	[Video/Carousel/Text nao hieu qua?]
Thoi gian dang	[Gio nao, ngay nao?]
CTA hay dung	[Loai CTA nao?]
Yeu to viral	[Diem chung cua content hieu qua?]

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Hoc gi vs Khong copy gi

NEN hoc tu doi thu

Bai hoc	Tu doi thu nao	Ap dung the nao
Format noi dung hieu qua		[Mo ta cach adapt]
Kenh dang tot		[Mo ta cach trien khai]
Cach xu ly khach hang		[Mo ta cach cai tien]
Chien luoc gia		[Mo ta cach dieu chinh]

KHONG NEN copy

Dieu khong nen copy	Ly do	Lam gi thay the
Copy y nguyen noi dung	Mat ban sac, bi so sanh bat loi	Lay y tuong roi adapt theo brand voice cua ban
Chay theo gia thap	Cuoc dua ve day, khong ben vung	Canh tranh bang gia tri, khong bang gia
Bat chuoc dinh vi	Tro thanh "ban sao re hon"	Tim goc doc, dinh vi khac biet
Theo trend ho da lam	Di sau, mat hieu qua	Tim trend moi hoac goc do moi cho trend cu

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Danh gia competitive moat (Hao bao ve)

Loai moat	Doi thu co?	Ban co?	Hanh dong
Brand recognition — Khach nho den ho dau tien
Network effect — Cang nhieu khach, cang hap dan
Switching cost — Khach kho chuyen di
Data advantage — Ho co du lieu khach hang lon
Content library — Kho noi dung lon, SEO manh
Community — Cong dong trung thanh
Distribution — He thong phan phoi/kenh manh

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Bang hanh dong

De xuat uu tien

STT	Hanh dong	Dua tren phat hien	Muc do khan cap	Timeline
1			Cao / Trung binh	Tuan 1–2
2				Tuan 2–4
3				Thang 2
4				Thang 3
5				Dai han

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Cross-reference

• Can hieu khach hang sau hon? → Dung 09-insight-khach-hang
• Muon dinh vi lai va viet brief? → Dung 02-brief-chien-dich
• Can viet copy khac biet doi thu? → Dung 05-copy-quang-cao
• Can tinh ngan sach canh tranh? → Dung 10-tinh-kpi-nguoc
• Can xay ke hoach MKT tong the? → Dung 00-ke-hoach-mkt

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Checklist chat luong

Truoc khi giao bao cao, kiem tra:

• Da phan loai doi thu theo 3 tang (truc tiep, gian tiep, thu cap)
• Moi doi thu co du 8 khia canh phan tich
• SWOT co cu the, khong chung chung — moi diem co doi thu cu the di kem
• Ban do dinh vi co truc phu hop voi nganh
• Da tim it nhat 3 khoang trong thi truong
• Content benchmark co du lieu cu the (link, so lieu), khong phai nhan dinh suong
• Phan "Hoc gi vs Khong copy gi" co hanh dong cu the
• Competitive moat duoc danh gia ca doi thu va ban
• Bang hanh dong co timeline va muc do khan cap
• Khong co nhan dinh thieu co so — moi ket luan phai co du lieu hoac quan sat cu the