{"id":393,"date":"2020-09-28T09:27:23","date_gmt":"2020-09-28T09:27:23","guid":{"rendered":""},"modified":"2020-11-04T17:09:15","modified_gmt":"2020-11-04T17:09:15","slug":"tac-dong-cua-covid-19-doi-voi-ngan-sach-marketing-quan-ly-rui-ro-thong-qua-toi-uu-hoa-chi-phi","status":"publish","type":"post","link":"https:\/\/jobtest.vn\/hrblog\/tac-dong-cua-covid-19-doi-voi-ngan-sach-marketing-quan-ly-rui-ro-thong-qua-toi-uu-hoa-chi-phi","title":{"rendered":"T\u00e1c \u0111\u1ed9ng c\u1ee7a COVID-19 \u0111\u1ed1i v\u1edbi ng\u00e2n s\u00e1ch Marketing: Qu\u1ea3n l\u00fd r\u1ee7i ro th\u00f4ng qua t\u1ed1i \u01b0u h\u00f3a chi ph\u00ed"},"content":{"rendered":"

\u0110\u1ea1i d\u1ecbch COVID – 19 \u0111\u00e3 g\u00e2y ra nh\u1eefng t\u00e1c \u0111\u1ed9ng ti\u00eau c\u1ef1c \u0111\u1ebfn n\u1ec1n kinh t\u1ebf to\u00e0n c\u1ea7u v\u00e0 t\u00e2m l\u00fd ng\u01b0\u1eddi ti\u00eau d\u00f9ng. C\u00e1c gi\u00e1m \u0111\u1ed1c Marketing (CMO) c\u1ea7n g\u1ea5p r\u00fat t\u1ea1o ra m\u1ed9t k\u1ebf ho\u1ea1ch t\u1ed1i \u01b0u h\u00f3a chi ph\u00ed Marketing \u0111\u1ec3 ng\u0103n c\u1ea3n s\u1ef1 \u1ea3nh h\u01b0\u1edfng c\u1ee7a d\u1ecbch b\u1ec7nh.<\/p>\n

C\u00e1c n\u1ec1n kinh t\u1ebf to\u00e0n c\u1ea7u \u0111ang c\u1ed1 g\u1eafng ng\u0103n ch\u1eb7n s\u1ef1 b\u00f9ng ph\u00e1t v\u00e0 gi\u1ea3m thi\u1ec3u t\u00e1c \u0111\u1ed9ng c\u1ee7a d\u1ecbch b\u1ec7nh \u0111\u1ed1i v\u1edbi s\u1ee9c kh\u1ecfe v\u00e0 s\u1ef1 an to\u00e0n c\u1ee7a qu\u1ed1c gia. \u0110\u00e2y c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c xem l\u00e0 m\u1ed9t s\u1ef1 ki\u1ec7n \u201cThi\u00ean nga \u0111en\u201d. COVID-19 \u0111\u00e3 khi\u1ebfn chi ti\u00eau c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng to\u00e0n c\u1ea7u gi\u1ea3m d\u1ea7n do lo ng\u1ea1i v\u1ec1 s\u1ef1 b\u00f9ng ph\u00e1t v\u1eabn \u0111ang ti\u1ebfp t\u1ee5c. \u0110i\u1ec1u n\u00e0y \u0111\u00e3 \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn chu\u1ed7i cung \u1ee9ng to\u00e0n c\u1ea7u. Bi\u1ec3u hi\u1ec7n qua vi\u1ec7c gi\u1ea3m s\u00fat l\u1ef1c l\u01b0\u1ee3ng lao \u0111\u1ed9ng v\u00e0 nhu c\u1ea7u c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng. Nghi\u00eam tr\u1ecdng h\u01a1n n\u1eefa, \u0111\u00e2y l\u00e0 nguy\u00ean nh\u00e2n c\u1ee7a vi\u1ec7c gi\u00e1n \u0111o\u1ea1n kinh t\u1ebf tr\u00ean to\u00e0n th\u1ebf gi\u1edbi.<\/p>\n

Nh\u1eefng th\u00e1ch th\u1ee9c tr\u01b0\u1edbc m\u1eaft<\/h2>\n

Tr\u01b0\u1edbc di\u1ec5n bi\u1ebfn ph\u1ee9c t\u1ea1p c\u1ee7a d\u1ecbch b\u1ec7nh, ch\u1eafc ch\u1eafn s\u1ebd c\u00f3 nh\u1eefng t\u00e1c \u0111\u1ed9ng ti\u00eau c\u1ef1c \u0111\u1ebfn ng\u00e2n s\u00e1ch Marketing gi\u1eefa c\u00e1c ng\u00e0nh.<\/p>\n

C\u00e1c gi\u00e1m \u0111\u1ed1c Marketing th\u01b0\u1eddng ch\u01b0a c\u00f3 s\u1ef1 chu\u1ea9n b\u1ecb tr\u01b0\u1edbc cho nh\u1eefng s\u1ef1 ki\u1ec7n to\u00e0n c\u1ea7u b\u1ea5t ng\u1edd nh\u01b0 th\u1ebf n\u00e0y. Trong m\u1ed9t kh\u1ea3o s\u00e1t c\u1ee7a Gartner v\u00e0o gi\u1eefa n\u0103m 2019 cho th\u1ea5y, c\u00e1c CMO v\u1eabn c\u1ea3 th\u1ea5y l\u1ea1c quan. H\u1ecd tin r\u1eb1ng \u0111i\u1ec1u ki\u1ec7n m\u00f4i tr\u01b0\u1eddng thu\u1eadn l\u1ee3i s\u1ebd mang l\u1ea1i k\u1ebft qu\u1ea3 kinh t\u1ebf t\u00edch c\u1ef1c trong 18 \u0111\u1ebfn 24 th\u00e1ng t\u1edbi.<\/p>\n

COVID-19 s\u1ebd l\u00e0m tr\u1ea7m tr\u1ecdng th\u00eam t\u00ecnh tr\u1ea1ng thi\u1ebfu h\u1ee5t ng\u00e2n s\u00e1ch. Trong khi \u0111\u00f3 c\u00f3 m\u1ed9t s\u1ed1 kho\u1ea3n \u0111\u1ea7u t\u01b0 g\u1ea7n nh\u01b0 kh\u00f4ng th\u1ec3 c\u1eaft gi\u1ea3m. V\u00ed d\u1ee5 nh\u01b0: \u0111\u1ed5i m\u1edbi, n\u00e2ng c\u1ea5p tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng, thu th\u1eadp v\u00e0 x\u1eed l\u00fd d\u1eef li\u1ec7u s\u1ed1.<\/p>\n

\"toi<\/p>\n

T\u00e1c \u0111\u1ed9ng c\u1ee7a COVID-19 \u0111\u1ed1i v\u1edbi ng\u00e2n s\u00e1ch Marketing<\/h2>\n

D\u1ecbch b\u1ec7nh t\u00e1c \u0111\u1ed9ng th\u1ebf n\u00e0o \u0111\u1ebfn c\u00e1c ho\u1ea1t \u0111\u1ed9ng Marketing? S\u1ef1 lo s\u1ee3 c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u1ec1 s\u1ebd g\u00e2y ra \u00e1p l\u1ef1c l\u00ean ng\u00e2n s\u00e1ch Marketing trong ng\u1eafn h\u1ea1n v\u00e0 d\u00e0i h\u1ea1n. Tuy nhi\u00ean, h\u1ea7u h\u1ebft c\u00e1c CMO \u0111\u1ec1u ch\u01b0a c\u00f3 s\u1ef1 chu\u1ea9n b\u1ecb tr\u01b0\u1edbc cho m\u1ed9t bi\u1ebfn c\u1ed1 l\u1edbn nh\u01b0 th\u1ebf n\u00e0y.<\/p>\n

Trong Kh\u1ea3o s\u00e1t chi ti\u00eau CMO 2019-2020 c\u1ee7a Gartner \u0111\u00e3 th\u0103m d\u00f2 \u00fd ki\u1ebfn \u200b\u200bc\u1ee7a c\u00e1c nh\u00e0 CMO t\u1eeb th\u00e1ng 6 n\u0103m 2019 \u0111\u1ebfn th\u00e1ng 8 n\u0103m 2019. Trong \u0111\u00f3, 86% ng\u01b0\u1eddi \u0111\u01b0\u1ee3c h\u1ecfi cho bi\u1ebft t\u00ecnh h\u00ecnh kinh t\u1ebf v\u00e0 kinh doanh trong t\u01b0\u01a1ng lai s\u1ebd t\u00e1c \u0111\u1ed9ng t\u00edch c\u1ef1c \u0111\u1ebfn c\u00e1c chi\u1ebfn l\u01b0\u1ee3c Marketing c\u1ee7a h\u1ecd. Ngo\u00e0i ra, 61% CMO \u0111\u01b0\u1ee3c kh\u1ea3o s\u00e1t c\u1ea3m th\u1ea5y ng\u00e2n s\u00e1ch Marketing s\u1ebd t\u0103ng v\u00e0o n\u0103m 2020. Khi \u0111\u01b0\u1ee3c h\u1ecfi h\u1ecd s\u1ebd gi\u1ea3m \u0111\u1ea7u t\u01b0 v\u00e0o l\u0129nh v\u1ef1c n\u00e0o \u0111\u1ec3 gi\u1eef cho chi\u1ebfn l\u01b0\u1ee3c Marketing c\u1ee7a t\u1ed5 ch\u1ee9c \u0111i \u0111\u00fang h\u01b0\u1edbng, c\u00e1c CMO \u0111\u00e3 l\u1ef1a ch\u1ecdn qu\u1ea3ng c\u00e1o truy\u1ec1n h\u00ecnh (32%), qu\u1ea3ng c\u00e1o tr\u1ef1c tuy\u1ebfn (32%) v\u00e0 ho\u1ea1t \u0111\u1ed9ng s\u1ef1 ki\u1ec7n (28%) l\u00e0 nh\u1eefng l\u1ef1a ch\u1ecdn h\u00e0ng \u0111\u1ea7u c\u1ee7a h\u1ecd .<\/p>\n

B\u00e2y gi\u1edd l\u00e0 l\u00fac \u0111\u1ec3 l\u1eadp k\u1ebf ho\u1ea1ch, v\u00ec s\u1ef1 b\u1ea5t \u1ed5n v\u1eabn c\u00f2n \u1edf ph\u00eda tr\u01b0\u1edbc. C\u00e1c CMO ph\u1ea3i n\u1ed7 l\u1ef1c ph\u1ed1i h\u1ee3p \u0111\u1ec3 gi\u1ea3m thi\u1ec3u c\u00e1c t\u00e1c \u0111\u1ed9ng ng\u1eafn h\u1ea1n v\u00e0 d\u00e0i h\u1ea1n m\u00e0 COVID-19 s\u1ebd g\u00e2y ra \u0111\u1ed1i v\u1edbi t\u1ed5 ch\u1ee9c c\u1ee7a h\u1ecd. H\u00e3y h\u00e0nh \u0111\u1ed9ng ngay h\u00f4m nay b\u1eb1ng c\u00e1ch x\u00e2y d\u1ef1ng v\u00e0 th\u1ef1c hi\u1ec7n chi\u1ebfn l\u01b0\u1ee3c t\u1ed1i \u01b0u h\u00f3a chi ph\u00ed\u00a0Marketing.<\/p>\n

M\u1ed9t s\u1ed1 bi\u1ec7n ph\u00e1p t\u1ed1i \u01b0u h\u00f3a chi ph\u00ed\u00a0Marketing<\/h2>\n

Th\u00f4ng th\u01b0\u1eddng, c\u00e1c n\u1ed7 l\u1ef1c c\u1eaft gi\u1ea3m chi ph\u00ed \u0111\u01b0\u1ee3c t\u1ea1o ra v\u00e0 th\u1ef1c hi\u1ec7n nh\u01b0 m\u1ed9t bi\u1ec7n ph\u00e1p \u0111\u1ed1i ph\u00f3 khi ng\u00e2n s\u00e1ch b\u1ecb si\u1ebft ch\u1eb7t. Sau \u0111\u00e2y l\u00e0 2 bi\u1ec7n ph\u00e1p doanh nghi\u1ec7p n\u00ean c\u00e2n nh\u1eafc:<\/p>\n

Th\u00e0nh l\u1eadp m\u1ed9t nh\u00f3m nh\u00e2n vi\u00ean ph\u1ee5 tr\u00e1ch vi\u1ec7c t\u1ed1i \u01b0u h\u00f3a chi ph\u00ed<\/h3>\n

Nh\u1eefng nh\u00e2n vi\u00ean n\u00e0y s\u1ebd ch\u1ecbu tr\u00e1ch nhi\u1ec7m x\u00e2y d\u1ef1ng v\u00e0 \u0111i\u1ec1u ch\u1ec9nh chi\u1ebfn l\u01b0\u1ee3c t\u1ed1i \u01b0u h\u00f3a chi ph\u00ed Marketing. \u0110i\u1ec1u n\u00e0y gi\u00fap c\u00e1c chi\u1ebfn l\u01b0\u1ee3c Marketing lu\u00f4n\u00a0\u0111\u00e1p \u1ee9ng \u0111\u00fang nhu c\u1ea7u c\u1ee7a th\u1ecb tr\u01b0\u1eddng v\u00e0 ch\u1ee7 \u0111\u1ed9ng tr\u01b0\u1edbc s\u1ef1 di\u1ec5n bi\u1ebfn ph\u1ee9c t\u1ea1p c\u1ee7a \u0111\u1ea1i d\u1ecbch. Vi\u1ec7c h\u00e0nh \u0111\u1ed9ng nhanh ch\u00f3ng v\u00e0 d\u1ee9t kho\u00e1t cho ph\u00e9p doanh nghi\u1ec7p c\u1ee7a b\u1ea1n \u1ee9ng ph\u00f3 d\u1ec5 d\u00e0ng v\u1edbi c\u00e1c m\u1ed1i \u0111e d\u1ecda t\u1eeb th\u1ecb tr\u01b0\u1eddng b\u1ea5t \u1ed5n. T\u1eeb \u0111\u00f3, c\u00e1c chi\u1ebfn d\u1ecbch s\u1ebd tr\u1edf n\u00ean th\u1ef1c t\u1ebf, ph\u00f2ng Marketing c\u00f3 th\u1ec3 ph\u1ea3n \u1ee9ng nhanh ch\u00f3ng v\u1edbi c\u00e1c gi\u00e1n \u0111o\u1ea1n m\u00e0 COVID-19 mang l\u1ea1i theo c\u00e1ch t\u1ed1i \u01b0u nh\u1ea5t.<\/p>\n

\"toi<\/p>\n

Ngay c\u1ea3 khi doanh nghi\u1ec7p\u00a0c\u1ee7a b\u1ea1n c\u00f3 t\u00ednh t\u1ef1 ch\u1ee7 cao, v\u1eabn s\u1ebd c\u00f3 nh\u1eefng r\u00e0o c\u1ea3n trong vi\u1ec7c quy\u1ebft \u0111\u1ecbnh t\u1ed1i \u01b0u h\u00f3a chi ph\u00ed Marketing. Do \u0111\u00f3, h\u00e3y trao quy\u1ec1n cho nh\u00f3m nh\u00e2n vi\u00ean ph\u1ee5 tr\u00e1ch vi\u1ec7c \u0111\u01b0a ra c\u00e1c quy\u1ebft \u0111\u1ecbnh chi\u1ebfn l\u01b0\u1ee3c v\u00e0 \u0111i\u1ec1u ch\u1ec9nh nh\u00e2n s\u00e1ch. \u0110i\u1ec1u n\u00e0y s\u1ebd gi\u00fap b\u1ed9 m\u00e1y t\u1ed5 ch\u1ee9c tr\u1edf n\u00ean linh ho\u1ea1t v\u00e0 d\u1ec5 d\u00e0ng \u1ee9ng bi\u1ebfn v\u1edbi thay \u0111\u1ed5i c\u1ee7a th\u1ecb tr\u01b0\u1eddng.<\/p>\n

X\u00e2y d\u1ef1ng c\u00e1c k\u1ecbch b\u1ea3n th\u00edch \u1ee9ng<\/h3>\n

X\u00e2y d\u1ef1ng c\u00e1c k\u1ecbch b\u1ea3n ng\u00e2n s\u00e1ch \u0111\u1ec3 lu\u00f4n th\u00edch \u1ee9ng \u0111\u01b0\u1ee3c v\u1edbi m\u00f4i tr\u01b0\u1eddng. V\u00e0 \u0111\u00e1nh gi\u00e1 nhanh c\u00e1c t\u00e1c \u0111\u1ed9ng c\u1ee7a d\u1ecbch b\u1ec7nh l\u00ean c\u00e1c chi\u1ebfn d\u1ecbch Marketing.<\/p>\n

Gi\u1eefa m\u1ed9t cu\u1ed9c kh\u1ee7ng ho\u1ea3ng nh\u01b0 \u0111\u1ea1i d\u1ecbch COVID-19, th\u1eddi gian ph\u1ea3n \u1ee9ng ph\u1ea3i ng\u1eafn. H\u00e3y t\u1eadp trung x\u00e2y d\u1ef1ng c\u00e1c k\u1ebf ho\u1ea1ch k\u1ecbch b\u1ea3n. T\u1eeb \u0111\u00f3, doanh nghi\u1ec7p s\u1ebd c\u00f3 th\u1ec3 th\u00edch \u1ee9ng v\u1edbi s\u1ef1 thay \u0111\u1ed5i ph\u1ee9c t\u1ea1p c\u1ee7a th\u1ecb tr\u01b0\u1eddng.<\/p>\n

C\u00e1c b\u01b0\u1edbc khuy\u1ebfn ngh\u1ecb<\/h4>\n

H\u00e3y l\u00e0m theo c\u00e1c b\u01b0\u1edbc sau \u0111\u1ec3 nhanh ch\u00f3ng x\u00e2y d\u1ef1ng ng\u00e2n s\u00e1ch k\u1ecbch b\u1ea3n hi\u1ec7u qu\u1ea3 v\u1edbi ngu\u1ed3n l\u1ef1c t\u1ed1i thi\u1ec3u:<\/p>\n