{"id":7201,"date":"2015-01-01T10:00:46","date_gmt":"2015-01-01T03:00:46","guid":{"rendered":"http:\/\/b-company.jp\/?p=2450"},"modified":"2021-02-24T14:53:51","modified_gmt":"2021-02-24T07:53:51","slug":"2014-brands-asia-vietnam-en","status":"publish","type":"post","link":"https:\/\/b-company.jp\/vi\/2014-brands-asia-vietnam-en\/","title":{"rendered":"Brands Asia Vietnam Report 2014"},"content":{"rendered":"

1.      <\/strong>T\u1ed5ng quan d\u1ef1 \u00e1n<\/strong><\/p>\n

Li\u00ean khu v\u1ef1c \u201cBrand Asia 2014\u201d <\/strong>D\u1ef1 \u00e1n \u2019Brand Asia 2014\u2019 li\u00ean khu v\u1ef1c do Nikkei BP Consulting ch\u1ee7 tr\u00ec, nh\u1eb1m \u0111\u00e1nh gi\u00e1 s\u1ee9c m\u1ea1nh t\u1ed5ng th\u1ec3 c\u1ee7a c\u00e1c th\u01b0\u01a1ng hi\u1ec7u l\u1edbn gi\u1eefa c\u00e1c khu v\u1ef1c kh\u00e1c nhau, \u0111o l\u01b0\u1eddng xu h\u01b0\u1edbng h\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u, ph\u00e2n t\u00edch nh\u1eadn th\u1ee9c c\u1ee7a kh\u00e1ch h\u00e0ng v\u00e0 c\u00e1c y\u1ebfu t\u1ed1 kh\u00e1c \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn hi\u1ec7u qu\u1ea3 ho\u1ea1t \u0111\u1ed9ng c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u. D\u1ef1 \u00e1n \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n t\u1ea1i 27 th\u00e0nh ph\u1ed1 l\u1edbn thu\u1ed9c 12 qu\u1ed1c gia ch\u00e2u \u00c1 trong giai \u0111o\u1ea1n t\u1eeb th\u00e1ng 12 n\u0103m 2013 \u0111\u1ebfn th\u00e1ng 1 n\u0103m 2014 b\u1eb1ng 3 ph\u01b0\u01a1ng ph\u00e1p thu th\u1eadp d\u1eef li\u1ec7u: kh\u1ea3o s\u00e1t tr\u1ef1c tuy\u1ebfn, kh\u1ea3o s\u00e1t \u0111\u01b0\u1eddng ph\u1ed1 v\u00e0 ph\u1ecfng v\u1ea5n qua \u0111i\u1ec7n tho\u1ea1i. Trong s\u1ed1 100 th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c nghi\u00ean c\u1ee9u, 60 th\u01b0\u01a1ng hi\u1ec7u to\u00e0n c\u1ea7u \u0111\u01b0\u1ee3c l\u1ef1a ch\u1ecdn chung t\u1ea1i 12 qu\u1ed1c gia v\u00e0 chia th\u00e0nh 10 ng\u00e0nh: 1) C\u00f4ng ngh\u1ec7 th\u00f4ng tin\/\u0110i\u1ec7n t\u1eed (IT\/Electronic), 2) Th\u1ef1c ph\u1ea9m\/\u0110\u1ed3 u\u1ed1ng, 3) Li\u00ean quan \u0111\u1ebfn Internet, 4) \u0110\u1ed3 d\u00f9ng th\u1ec3 thao (Sporting), 5) S\u1ea3n xu\u1ea5t \u00f4 t\u00f4, 6) H\u00e0ng ti\u00eau d\u00f9ng nhanh (FMCG), 7) Nh\u00e0 h\u00e0ng, 8) T\u00e0i ch\u00ednh, 9) Qu\u1ea7n \u00e1o\/Th\u1eddi trang (Clothing) v\u00e0 10) \u0110a ng\u00e0nh. 40 th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ecba ph\u01b0\u01a1ng c\u00f2n l\u1ea1i \u0111\u01b0\u1ee3c l\u1ef1a ch\u1ecdn kh\u00e1c nhau t\u00f9y theo t\u1eebng qu\u1ed1c gia (m\u1ed9t s\u1ed1 th\u01b0\u01a1ng hi\u1ec7u trong \u0111\u00f3 c\u00f3 th\u1ec3 l\u00e0 th\u01b0\u01a1ng hi\u1ec7u qu\u1ed1c t\u1ebf).<\/p>\n

2.      <\/strong>C\u00e1c n\u1ed9i dung ch\u00ednh c\u1ee7a b\u00e1o c\u00e1o<\/strong><\/p>\n

\u201cBrand Asia Vietnam 2014\u201d <\/strong>B\u00e1o c\u00e1o \u201cBrand Asia Vietnam 2014\u201d ph\u00e2n t\u00edch d\u1eef li\u1ec7u \u0111\u01b0\u1ee3c thu th\u1eadp t\u1eeb d\u1ef1 \u00e1n \u201cBrand Asia 2014\u201d, ph\u1ee5c v\u1ee5 2 m\u1ee5c ti\u00eau ch\u00ednh:<\/p>\n

– To analyze, evaluates and compares average industry strength and brand strength of major industries and brands in Vietnam and different country groups on various factors including performance, brand awareness, image, quality and most popular media channels.<\/p>\n

– To present the results and analysis in the manner which support and facilitate marketing, investment as well as other insight research activities about brand strengths and characteristics.<\/p>\n

3.      <\/strong>Nh\u1eefng ph\u00e1t hi\u1ec7n ch\u00ednh<\/strong><\/p>\n

a.      <\/strong>M\u1ee9c \u0111\u1ed9 nh\u1eadn bi\u1ebft ng\u00e0nh c\u00f3 s\u1ef1 kh\u00e1c bi\u1ec7t l\u1edbn gi\u1eefa nh\u00f3m ph\u00e1t tri\u1ec3n (Nh\u00f3m A) v\u00e0 nh\u00f3m \u0111ang ph\u00e1t tri\u1ec3n (Nh\u00f3m B)<\/strong><\/p>\n

C\u00e1c nh\u00f3m qu\u1ed1c gia \u0111\u01b0\u1ee3c ph\u00e2n lo\u1ea1i d\u1ef1a tr\u00ean ch\u1ec9 s\u1ed1 kinh t\u1ebf qu\u1ed1c gia l\u00e0 GDP b\u00ecnh qu\u00e2n \u0111\u1ea7u ng\u01b0\u1eddi. Nh\u00f3m A bao g\u1ed3m \u0110\u00e0i Loan, H\u00e0n Qu\u1ed1c, Nh\u1eadt B\u1ea3n v\u00e0 Singapore. Nh\u00f3m B bao g\u1ed3m Myanmar, \u1ea4n \u0110\u1ed9, Vi\u1ec7t Nam, Indonesia, Th\u00e1i Lan, Trung Qu\u1ed1c, Malaysia v\u00e0 Th\u1ed5 Nh\u0129 K\u1ef3. K\u1ebft qu\u1ea3 cho th\u1ea5y c\u00e1c th\u01b0\u01a1ng hi\u1ec7u trong Nh\u00f3m A nh\u00ecn chung c\u00f3 m\u1ee9c \u0111\u1ed9 nh\u1eadn bi\u1ebft th\u01b0\u01a1ng hi\u1ec7u cao h\u01a1n \u0111\u00e1ng k\u1ec3 so v\u1edbi Nh\u00f3m B, \u0111\u1eb7c bi\u1ec7t trong ng\u00e0nh Nh\u00e0 h\u00e0ng v\u00e0 Qu\u1ea7n \u00e1o. M\u1ee9c \u0111\u1ed9 nh\u1eadn bi\u1ebft th\u01b0\u01a1ng hi\u1ec7u t\u1ea1i Vi\u1ec7t Nam th\u1ea5p h\u01a1n \u0111\u00e1ng k\u1ec3 so v\u1edbi c\u00e1c qu\u1ed1c gia kh\u00e1c trong Nh\u00f3m B, trong \u0111\u00f3 T\u00e0i ch\u00ednh v\u00e0 Qu\u1ea7n \u00e1o l\u00e0 hai ng\u00e0nh c\u00f3 kho\u1ea3ng c\u00e1ch l\u1edbn nh\u1ea5t.<\/p>\n

b.      <\/strong>TV l\u00e0 k\u00eanh qu\u1ea3ng c\u00e1o s\u1ea3n ph\u1ea9m ph\u1ed5 bi\u1ebfn nh\u1ea5t t\u1ea1i c\u00e1c qu\u1ed1c gia \u0111\u01b0\u1ee3c nghi\u00ean c\u1ee9u<\/strong><\/p>\n

TV ti\u1ebfp t\u1ee5c l\u00e0 ngu\u1ed3n qu\u1ea3ng c\u00e1o v\u00e0 truy\u1ec1n th\u00f4ng quan tr\u1ecdng nh\u1ea5t, cung c\u1ea5p cho kh\u00e1ch h\u00e0ng th\u00f4ng tin v\u1ec1 ph\u1ea7n l\u1edbn c\u00e1c th\u01b0\u01a1ng hi\u1ec7u v\u00e0 ng\u00e0nh \u0111\u01b0\u1ee3c nghi\u00ean c\u1ee9u, kh\u00f4ng ch\u1ec9 t\u1ea1i Vi\u1ec7t Nam m\u00e0 c\u00f2n \u1edf c\u00e1c qu\u1ed1c gia kh\u00e1c. Trong khi website l\u00e0 k\u00eanh qu\u1ea3ng c\u00e1o ph\u1ed5 bi\u1ebfn th\u1ee9 hai t\u1ea1i m\u1ed9t n\u1eeda s\u1ed1 qu\u1ed1c gia \u0111\u01b0\u1ee3c nghi\u00ean c\u1ee9u, k\u00eanh n\u00e0y \u0111\u1ee9ng th\u1ee9 ba t\u1ea1i Vi\u1ec7t Nam. Tuy nhi\u00ean, k\u00eanh n\u00e0y c\u0169ng nh\u01b0 SNS (D\u1ecbch v\u1ee5 m\u1ea1ng x\u00e3 h\u1ed9i) \u0111ang ng\u00e0y c\u00e0ng tr\u1edf n\u00ean quan tr\u1ecdng trong chi\u1ebfn l\u01b0\u1ee3c marketing c\u1ee7a c\u00e1c th\u01b0\u01a1ng hi\u1ec7u nh\u1edd t\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng nhanh v\u1ec1 t\u1ef7 l\u1ec7 ti\u1ebfp c\u1eadn c\u1ee7a ng\u01b0\u1eddi d\u00f9ng tr\u1ebb, qua \u0111\u00f3 m\u1edf ra m\u1ed9t ph\u01b0\u01a1ng th\u1ee9c ti\u1ebfp c\u1eadn kh\u00e1ch h\u00e0ng m\u1edbi \u0111\u1ea7y ti\u1ec1m n\u0103ng.<\/p>\n

c.       <\/strong>C\u00e1c th\u01b0\u01a1ng hi\u1ec7u n\u01b0\u1edbc ngo\u00e0i d\u01b0\u1eddng nh\u01b0 ti\u1ebfp t\u1ee5c chi\u1ebfm \u01b0u th\u1ebf t\u1ea1i Vi\u1ec7t Nam<\/strong><\/p>\n

C\u00e1c th\u01b0\u01a1ng hi\u1ec7u n\u01b0\u1edbc ngo\u00e0i ti\u1ebfp t\u1ee5c chi\u1ebfm l\u0129nh th\u1ecb tr\u01b0\u1eddng v\u1edbi 8 th\u01b0\u01a1ng hi\u1ec7u trong top 10, trong khi nh\u00f3m th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ecba ph\u01b0\u01a1ng ch\u1ec9 c\u00f3 2 \u0111\u1ea1i di\u1ec7n. M\u1eb7c d\u00f9 b\u1ecb gi\u1ea3m \u0111i\u1ec3m, Honda v\u1eabn t\u0103ng 1 b\u1eadc so v\u1edbi n\u0103m 2013 v\u00e0 tr\u1edf th\u00e0nh th\u01b0\u01a1ng hi\u1ec7u d\u1eabn \u0111\u1ea7u v\u1edbi \u0111i\u1ec3m t\u1ed5ng th\u1ec3 cao nh\u1ea5t. Apple v\u00e0 Microsoft \u0111\u00e3 c\u00f3 b\u01b0\u1edbc ti\u1ebfn v\u01b0\u1ee3t b\u1eadc, l\u1ecdt v\u00e0o top 10 v\u1ec1 \u0111i\u1ec3m t\u1ed5ng th\u1ec3 trong n\u0103m 2014. Hai th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ecba ph\u01b0\u01a1ng ch\u1ecbu s\u1ef1 s\u1ee5t gi\u1ea3m th\u1ee9 h\u1ea1ng nghi\u00eam tr\u1ecdng khi Vinamilk kh\u00f4ng duy tr\u00ec \u0111\u01b0\u1ee3c v\u1ecb tr\u00ed trong top 3, c\u00f2n Trung Nguyen t\u1ee5t xu\u1ed1ng nh\u00f3m cu\u1ed1i b\u1ea3ng.<\/p>\n

4.      <\/strong>N\u1ed9i dung b\u1ea3ng<\/strong><\/p>\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n
1.<\/td>\nGi\u1edbi thi\u1ec7u v\u1ec1 D\u1ef1 \u00e1n v\u00e0 B\u00e1o c\u00e1o<\/td>\n<\/tr>\n
2.<\/td>\nPh\u00e2n t\u00edch ng\u00e0nh<\/td>\n<\/tr>\n
2.1.<\/td>\nKh\u00e1c bi\u1ec7t gi\u1eefa c\u00e1c nh\u00f3m qu\u1ed1c gia<\/td>\n<\/tr>\n
2.2.<\/td>\nKh\u00e1c bi\u1ec7t gi\u1eefa Vi\u1ec7t Nam v\u00e0 c\u00e1c qu\u1ed1c gia \u0111ang ph\u00e1t tri\u1ec3n kh\u00e1c<\/td>\n<\/tr>\n
2.3.<\/td>\nNg\u00e0nh t\u1ea1i Vi\u1ec7t Nam<\/td>\n<\/tr>\n
3.<\/td>\nTh\u01b0\u01a1ng hi\u1ec7u t\u1ea1i Vi\u1ec7t Nam<\/td>\n<\/tr>\n
3.1.<\/td>\nC\u00f4ng ngh\u1ec7 th\u00f4ng tin\/\u0110i\u1ec7n t\u1eed<\/td>\n<\/tr>\n
3.2.<\/td>\n\u0110\u1ed3 u\u1ed1ng<\/td>\n<\/tr>\n
3.3.<\/td>\nVi\u1ec5n th\u00f4ng<\/td>\n<\/tr>\n
3.4.<\/td>\nLi\u00ean quan \u0111\u1ebfn Internet<\/td>\n<\/tr>\n
3.5.<\/td>\n\u0110\u1ed3 d\u00f9ng th\u1ec3 thao<\/td>\n<\/tr>\n
3.6.<\/td>\nS\u1ea3n xu\u1ea5t \u00f4 t\u00f4<\/td>\n<\/tr>\n
3.7.<\/td>\n\u0110\u1ed3 \u0103n<\/td>\n<\/tr>\n
3.8.<\/td>\nH\u00e0ng ti\u00eau d\u00f9ng nhanh<\/td>\n<\/tr>\n
3.9.<\/td>\nNh\u00e0 h\u00e0ng<\/td>\n<\/tr>\n
3.10.<\/td>\nT\u00e0i ch\u00ednh<\/td>\n<\/tr>\n
3.11.<\/td>\nQu\u1ea7n \u00e1o<\/td>\n<\/tr>\n
4.<\/td>\nPh\u1ee5 l\u1ee5c<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

4.      Further Information<\/strong><\/p>\n

B\u00e1o c\u00e1o n\u00e0y \u0111\u01b0\u1ee3c ho\u00e0n th\u00e0nh v\u00e0o th\u00e1ng 3 n\u0103m 2015 v\u00e0 bao qu\u00e1t th\u00f4ng tin c\u1ee7a n\u0103m tr\u01b0\u1edbc \u0111\u00f3. L\u00e0 c\u00f4ng ty nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng \u0111\u1ea7u ti\u00ean c\u1ee7a Nh\u1eadt B\u1ea3n <\/strong>T\u1ea1i Vi\u1ec7t Nam, ch\u00fang t\u00f4i hi\u1ec3u r\u00f5 b\u1ed1i c\u1ea3nh kinh doanh v\u00e0 gi\u00e0nh \u0111\u01b0\u1ee3c l\u00f2ng tin c\u1ee7a kh\u00e1ch h\u00e0ng b\u1eb1ng c\u00e1ch cung c\u1ea5p:<\/p>\n

    \n
  • Gi\u1ea3i quy\u1ebft v\u1ea5n \u0111\u1ec1 h\u00e0ng \u0111\u1ea7u<\/li>\n
  • \u0110\u1ea3m b\u1ea3o ch\u1ea5t l\u01b0\u1ee3ng<\/li>\n
  • Kh\u00f4ng r\u00e0o c\u1ea3n ng\u00f4n ng\u1eef<\/li>\n
  • Chuy\u00ean m\u00f4n h\u00f3a \u0111\u1ecba ph\u01b0\u01a1ng<\/li>\n<\/ul>\n

    To purchase the full report, please register and specify your requirements at here, or contact us via (84) 4 3978 5165 or (84) 8 3910 391<\/p>","protected":false},"excerpt":{"rendered":"

    1. T\u1ed5ng quan d\u1ef1 \u00e1n D\u1ef1 \u00e1n li\u00ean khu v\u1ef1c \u201cTh\u01b0\u01a1ng hi\u1ec7u Ch\u00e2u \u00c1 2014\u201d do Nikkei BP Consulting d\u1eabn \u0111\u1ea7u nh\u1eb1m \u0111\u00e1nh gi\u00e1 s\u1ee9c m\u1ea1nh t\u1ed5ng th\u1ec3 c\u1ee7a c\u00e1c th\u01b0\u01a1ng hi\u1ec7u l\u1edbn trong khu v\u1ef1c kh\u00e1c nhau, \u0111o l\u01b0\u1eddng xu h\u01b0\u1edbng h\u00ecnh \u1ea3nh, ph\u00e2n t\u00edch nh\u1eadn th\u1ee9c c\u1ee7a kh\u00e1ch h\u00e0ng v\u00e0 c\u00e1c y\u1ebfu t\u1ed1 kh\u00e1c c\u00f3 \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn hi\u1ec7u su\u1ea5t c\u1ee7a c\u00e1c th\u01b0\u01a1ng hi\u1ec7u. D\u1ef1 \u00e1n \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n t\u1ea1i 27 th\u00e0nh ph\u1ed1 l\u1edbn c\u1ee7a 12 qu\u1ed1c gia Ch\u00e2u \u00c1 t\u1eeb th\u00e1ng 12 n\u0103m 2013 \u0111\u1ebfn th\u00e1ng 1 n\u0103m 2014 b\u1edfi<\/p>","protected":false},"author":3,"featured_media":2562,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[1198,1246],"class_list":["post-7201","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-announcement-en","tag-life-public-service-en","tag-reports-en"],"yoast_head":"\nBrands Asia Vietnam Report 2014 - B-Company<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/b-company.jp\/vi\/2014-brands-asia-vietnam-en\/\" \/>\n<meta property=\"og:locale\" content=\"vi_VN\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Brands Asia Vietnam Report 2014\" \/>\n<meta property=\"og:description\" content=\"1.      Project Overview The cross-regional \u201cBrand Asia 2014\u201d project is led by Nikkei BP Consulting aiming to evaluate among different region, major brands\u2019 overall strengths, measure image trends, analyze customers\u2019 perceptions and other factors that has influence on brands\u2019 performances. 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