{"id":5186,"date":"2026-10-12T18:30:00","date_gmt":"2026-10-12T11:30:00","guid":{"rendered":"https:\/\/dykhoa.com\/blog\/?post_type=thuat_ngu&amp;p=5171"},"modified":"2026-10-12T18:30:00","modified_gmt":"2026-10-12T11:30:00","slug":"marketing-gan-lien-muc-tieu-xa-hoi-cause-related-marketing","status":"publish","type":"thuat_ngu","link":"https:\/\/dykhoa.com\/blog\/thuat-ngu\/marketing-gan-lien-muc-tieu-xa-hoi-cause-related-marketing\/","title":{"rendered":"Marketing g\u1eafn li\u1ec1n m\u1ee5c ti\u00eau x\u00e3 h\u1ed9i (Cause-related Marketing) l\u00e0 g\u00ec?"},"content":{"rendered":"<p><strong>Marketing g\u1eafn li\u1ec1n m\u1ee5c ti\u00eau x\u00e3 h\u1ed9i (Cause-related Marketing &#8211; CRM)<\/strong> l\u00e0 ph\u01b0\u01a1ng th\u1ee9c ti\u1ebfp th\u1ecb m\u00e0 trong \u0111\u00f3 doanh nghi\u1ec7p cam k\u1ebft tr\u00edch m\u1ed9t ph\u1ea7n doanh thu t\u1eeb vi\u1ec7c b\u00e1n s\u1ea3n ph\u1ea9m \u0111\u1ec3 \u0111\u00f3ng g\u00f3p cho m\u1ed9t qu\u1ef9 t\u1eeb thi\u1ec7n ho\u1eb7c m\u1ed9t ho\u1ea1t \u0111\u1ed9ng b\u1ea3o v\u1ec7 c\u1ed9ng \u0111\u1ed3ng c\u1ee5 th\u1ec3.<\/p>\n<h2>B\u1ea3n ch\u1ea5t v\u00e0 \u0111\u1ecbnh ngh\u0129a h\u1ecdc thu\u1eadt<\/h2>\n<p>\u0110\u01b0\u1ee3c \u0111\u1ecbnh ngh\u0129a kinh \u0111i\u1ec3n b\u1edfi P. Rajan Varadarajan v\u00e0 Anil Menon (1988) tr\u00ean T\u1ea1p ch\u00ed Ti\u1ebfp th\u1ecb (Journal of Marketing), CRM t\u1ea1o ra m\u00f4 h\u00ecnh &#8220;c\u00f9ng th\u1eafng&#8221; (Win-Win-Win): (1) Ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u1ea3m th\u1ea5y vui v\u1ebb v\u00ec vi\u1ec7c mua s\u1eafm c\u1ee7a m\u00ecnh gi\u00fap \u00edch cho \u0111\u1eddi; (2) T\u1ed5 ch\u1ee9c phi l\u1ee3i nhu\u1eadn nh\u1eadn \u0111\u01b0\u1ee3c ngu\u1ed3n t\u00e0i tr\u1ee3 v\u00e0 s\u1ef1 lan t\u1ecfa th\u00f4ng \u0111i\u1ec7p; v\u00e0 (3) Doanh nghi\u1ec7p gia t\u0103ng doanh s\u1ed1 v\u00e0 n\u00e2ng cao thi\u1ec7n c\u1ea3m th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n<h2>B\u1ed1i c\u1ea3nh v\u00e0 \u1ee9ng d\u1ee5ng th\u1ef1c ti\u1ec5n<\/h2>\n<p>Chi\u1ebfn d\u1ecbch CRM \u0111\u1ea7u ti\u00ean th\u00e0nh c\u00f4ng vang d\u1ed9i \u0111\u01b0\u1ee3c American Express th\u1ef1c hi\u1ec7n n\u0103m 1983: M\u1ed7i l\u1ea7n kh\u00e1ch h\u00e0ng d\u00f9ng th\u1ebb, c\u00f4ng ty tr\u00edch 1 cent \u0111\u1ec3 tr\u00f9ng tu T\u01b0\u1ee3ng N\u1eef th\u1ea7n T\u1ef1 do, gi\u00fap s\u1ed1 l\u01b0\u1ee3ng m\u1edf th\u1ebb m\u1edbi t\u0103ng 45% v\u00e0 g\u00e2y qu\u1ef9 \u0111\u01b0\u1ee3c 1.7 tri\u1ec7u USD. Ng\u00e0y nay, CRM l\u00e0 c\u1ea5u ph\u1ea7n ph\u1ed5 bi\u1ebfn trong c\u00e1c chi\u1ebfn d\u1ecbch IMC c\u1ee7a c\u00e1c t\u1eadp \u0111o\u00e0n ti\u00eau d\u00f9ng nhanh (FMCG).<\/p>\n<h2>V\u00ed d\u1ee5 minh ho\u1ea1 th\u1ef1c t\u1ebf<\/h2>\n<p>M\u00f4 h\u00ecnh &#8220;Mua m\u1ed9t t\u1eb7ng m\u1ed9t&#8221; (One for One) n\u1ed5i ti\u1ebfng c\u1ee7a h\u00e3ng gi\u00e0y TOMS: V\u1edbi m\u1ed7i \u0111\u00f4i gi\u00e0y kh\u00e1ch h\u00e0ng mua, c\u00f4ng ty s\u1ebd t\u1eb7ng m\u1ed9t \u0111\u00f4i gi\u00e0y m\u1edbi cho m\u1ed9t tr\u1ebb em ngh\u00e8o t\u1ea1i c\u00e1c qu\u1ed1c gia \u0111ang ph\u00e1t tri\u1ec3n.<\/p>\n<h2>Nh\u1eefng \u0111i\u1ec3m l\u01b0u \u00fd quan tr\u1ecdng<\/h2>\n<ul>\n<li>C\u1ea7n s\u1ef1 r\u00f5 r\u00e0ng tuy\u1ec7t \u0111\u1ed1i v\u1ec1 t\u1ef7 l\u1ec7 \u0111\u00f3ng g\u00f3p (v\u00ed d\u1ee5: &#8220;tr\u00edch 5.000 \u0111\u1ed3ng tr\u00ean m\u1ed7i chai n\u01b0\u1edbc&#8221; thay v\u00ec d\u00f9ng t\u1eeb m\u01a1 h\u1ed3 &#8220;tr\u00edch m\u1ed9t ph\u1ea7n l\u1ee3i nhu\u1eadn&#8221;).<\/li>\n<li>L\u1ef1a ch\u1ecdn m\u1ee5c ti\u00eau x\u00e3 h\u1ed9i ph\u1ea3i ph\u00f9 h\u1ee3p v\u1edbi gi\u00e1 tr\u1ecb c\u1ed1t l\u00f5i c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u.<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Chi\u1ebfn l\u01b0\u1ee3c h\u1ee3p t\u00e1c \u0111\u00f4i b\u00ean c\u00f9ng c\u00f3 l\u1ee3i gi\u1eefa m\u1ed9t doanh nghi\u1ec7p th\u01b0\u01a1ng m\u1ea1i v\u00e0 m\u1ed9t t\u1ed5 ch\u1ee9c phi l\u1ee3i nhu\u1eadn nh\u1eb1m th\u00fac \u0111\u1ea9y doanh s\u1ed1 \u0111\u1ed3ng th\u1eddi g\u00e2y qu\u1ef9 cho m\u1ed9t m\u1ee5c ti\u00eau x\u00e3 h\u1ed9i.<\/p>\n","protected":false},"author":1,"featured_media":0,"template":"","nhom_thuat_ngu":[477],"class_list":["post-5186","thuat_ngu","type-thuat_ngu","status-publish","hentry","nhom_thuat_ngu-marcom-imc"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Marketing g\u1eafn li\u1ec1n m\u1ee5c ti\u00eau x\u00e3 h\u1ed9i (Cause-related Marketing) l\u00e0 g\u00ec? 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