"Chao cac ban, nhung nguoi dang tim kiem su dot pha va muon xay dung mot dau an vung chac trong the gioi ky thuat so day bien dong! Chung ta dang song trong ky nguyen ma moi thu deu xoay quanh toc do, su ket noi va kha nang thich ung. Trong hanh trinh nay, co mot thuat ngu dang noi len nhu mot kim chi nam khong the bo qua: 7m.



Neu ban da tung nghe loang thoang ve 7M va tu hoi no la gi, tai sao no lai quan trong, hay lam the nao de ap dung no vao cong viec, kinh doanh, hoac tham chi la cuoc song ca nhan, thi bai viet nay chinh la danh cho ban. Chung ta se cung nhau ""mo xe"" tung khia canh cua 7M, kham pha suc manh tiem an cua no va lam the nao de bien no thanh loi the canh tranh khong the choi tu. Hay san sang, vi hanh trinh kham pha 7M se thay doi cach ban nhin nhan ve su thanh cong day!



7M La Gi? Tong Quan Ve Khai Niem Dot Pha



Truoc khi di sau vao chi tiet tung yeu to, chung ta can hieu ro 7M la gi. Khai niem nay khong phai la mot cong thuc phep thuat, ma la mot bo khung chien luoc toan dien, tap hop bay tru cot quan trong, thuong duoc ap dung trong nhieu linh vuc, dac biet la Marketing, Quan ly Du lieu (Data Management), va Phat trien Doanh nghiep (Business Development).



Ten goi ""7M"" dai dien cho bay yeu to cot loi, moi yeu to bat dau bang chu M (trong tieng Anh hoac duoc Viet hoa de giu y nghia). Mac du co nhieu bien the tuy theo nganh nghe, nhung phien ban pho bien va manh me nhat thuong xoay quanh cac khia canh sau: Mission (Su menh), Message (Thong diep), Market (Thi truong), Media (Phuong tien), Measurement (Do luong), Money (Tai chinh/Ngan sach), va Manpower (Nhan luc/Ky nang).



Dieu lam nen su khac biet cua 7M chinh la tinh he thong va su lien ket chat che giua cac yeu to. Khong chi la danh sach cac muc tieu, 7M buoc cac nha chien luoc phai nhin nhan moi thu duoi goc do tong the, dam bao rang moi hanh dong deu phuc vu mot muc tieu lon hon va duoc do luong hieu qua.



Kham Pha Chi Tiet Tung Tru Cot Cua 7M



De nam vung va ung dung 7M hieu qua, chung ta can dao sau vao tung chu M. Hay xem chung dong vai tro gi trong buc tranh thanh cong tong the nhe.



1. Mission (Su Menh) – Kim Chi Nam Cho Moi Quyet Dinh



Su menh khong chi la mot cau noi hoa my dan tren tuong. Trong khuon kho 7M, Mission la ly do ton tai cua ban, la muc tieu toi thuong ma ban muon dat duoc. No phai ro rang, truyen cam hung va du rong de bao quat moi hoat dong.



Tai sao no quan trong? Khi ban biet ro su menh cua minh, moi quyet dinh tu viec chon nha cung cap den viec thiet ke noi dung se tro nen de dang hon. No giup doi ngu giu vung trong tam va tranh lang phi nguon luc vao nhung hoat dong khong mang lai gia tri cot loi. Mot su menh vung chac tao ra su dong nhat ve muc dich.



2. Message (Thong Diep) – Suc Manh Cua Su Ket Noi



Trong mot the gioi bi ""o nhiem thong tin"", thong diep cua ban phai thuc su noi bat. Message o day khong chi la nhung gi ban noi, ma la cach ban noi, ly do tai sao khach hang nen lang nghe ban, va gia tri doc dao ban mang lai (Unique Selling Proposition - USP).



Thong diep can phai:

Ro rang: Khong mo ho, de hieu ngay lap tuc.

Lien quan: Giai quyet truc tiep ""noi dau"" hoac mong muon cua doi tuong muc tieu.

Dang nho: Co tinh lan truyen va de dang ghi tac vao tam tri nguoi nghe.



Su nhat quan trong thong diep tren moi kenh la chia khoa de xay dung niem tin thuong hieu.



3. Market (Thi Truong) – Noi Co Hoi Sinh Ton



Hieu ro Market la hieu ro ban dang chien dau o dau. Dieu nay bao gom viec nghien cuu sau ve khach hang muc tieu (Target Audience), doi thu canh tranh, va xu huong nganh.



Viec xac dinh thi truong ngach (niche market) chinh xac giup ban toi uu hoa nguon luc. Thay vi co gang lam hai long tat ca moi nguoi, ban tap trung phuc vu tot nhat mot nhom cu the. Phan tich thi truong phai dien ra lien tuc, boi thi truong khong bao gio dung yen. Ban can biet doi thu vua tung ra san pham gi moi, hoac khach hang cua ban dang thay doi thoi quen mua sam ra sao.



4. Media (Phuong Tien) – Kenh Truyen Tai Hieu Qua



Khi da co thong diep manh me (Message) va biet minh dang nham den ai (Market), ban can chon dung kenh de truyen tai. Media bao gom moi kenh phan phoi ban su dung: mang xa hoi, SEO, quang cao tra phi, email marketing, PR, hoac tham chi la su kien truc tiep.



Su lua chon Media phai dua tren hanh vi cua doi tuong muc tieu. Dung co gang hien dien o moi noi neu ngan sach va nhan luc khong cho phep. Hay tap trung vao 2-3 kenh ma o do, khach hang cua ban danh nhieu thoi gian nhat va co kha nang chuyen doi cao nhat. Day la su khac biet giua viec ""co mat"" va ""co tac dong"".



5. Measurement (Do Luong) – Chia Khoa Cua Su Cai Tien



Day co le la yeu to khien 7M tro nen ""thuc chien"" hon bat ky mo hinh ly thuyet nao khac. Neu khong do luong, ban khong the biet minh dang di dung huong hay khong. Measurement lien quan den viec thiet lap cac Chi so Hieu suat Chinh (KPIs) phu hop voi Su menh (Mission).



Ban can theo doi nhung gi? Ty le chuyen doi (Conversion Rate), Chi phi thu hut khach hang (CAC), Gia tri vong doi khach hang (LTV), hay muc do tuong tac (Engagement Rate)? Viec do luong khong chi de bao cao ma con de dua ra quyet dinh dieu chinh chien luoc kip thoi. Du lieu la vua, va Measurement la nguoi cai tri vuong quoc do.



6. Money (Tai Chinh/Ngan Sach) – Nen Tang Ben Vung



Moi chien luoc du hay den dau cung se that bai neu khong co du nguon luc tai chinh ho tro, hoac te hon, neu duoc trien khai ma khong quan ly ngan sach chat che. Money bao gom viec phan bo ngan sach cho Media, nhan luc, va cac cong cu can thiet.



Quan ly tai chinh trong 7M doi hoi su minh bach va kha nang tinh toan Loi tuc Dau tu (ROI) cho tung hoat dong. Ban phai biet ro, moi dong chi ra dang mang lai bao nhieu gia tri tro lai, va lieu no co dang phuc vu cho Su menh chung hay khong.



7. Manpower (Nhan Luc) – Nguon Luc Quan Trong Nhat



Cuoi cung, va thuong bi danh gia thap nhat, la Manpower hay Nhan luc. Day la nhung nguoi thuc thi chien luoc, nhung bo oc sang tao dung sau thong diep, va nhung nguoi phan tich du lieu.



Nhan luc o day khong chi la so luong, ma con la chat luong, ky nang, va van hoa lam viec. Ban can dam bao doi ngu co du kien thuc ve thi truong, am hieu ve phuong tien truyen thong, va quan trong nhat, phai duoc dinh huong ro rang boi Su menh chung. Dao tao lien tuc va xay dung moi truong lam viec ho tro la dieu kien tien quyet de 7M van hanh tron tru.



Tai Sao Cac Doanh Nghiep Thanh Cong Lai Ua Chuong Mo Hinh 7M?



Co rat nhieu mo hinh chien luoc ngoai kia, vay tai sao 7M lai thu hut su chu y dac biet, dac biet la trong boi canh canh tranh khoc liet hien nay?



Su Tich Hop Chat Che – Tranh Cac ""Silo"" Thong Tin



Diem manh lon nhat cua 7M la tinh toan dien. No pha vo cac ""silo"" phong ban. Thay vi Marketing chay chien dich doc lap, Tai chinh cat giam ngan sach tuy hung, va Nhan su tuyen nguoi khong khop voi tam nhin, 7M buoc moi bo phan phai nhin vao cung mot tam ban do.



Vi du: Neu Mission cua ban la dan dau ve dich vu khach hang, thi Message phai tap trung vao su tan tam, Media can uu tien kenh ho tro"

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