{"id":342,"date":"2023-12-10T22:26:30","date_gmt":"2023-12-10T15:26:30","guid":{"rendered":"https:\/\/metric.vn\/insights\/?p=342"},"modified":"2023-12-10T22:33:44","modified_gmt":"2023-12-10T15:33:44","slug":"phuong-thuc-xac-dinh-chien-luoc-gia-tham-nhap-thi-truong-nganh-hang-sach","status":"publish","type":"post","link":"https:\/\/metric.vn\/insights\/phuong-thuc-xac-dinh-chien-luoc-gia-tham-nhap-thi-truong-nganh-hang-sach\/","title":{"rendered":"Ph\u01b0\u01a1ng th\u1ee9c x\u00e1c \u0111\u1ecbnh Chi\u1ebfn l\u01b0\u1ee3c gi\u00e1 Th\u00e2m nh\u1eadp th\u1ecb tr\u01b0\u1eddng Ng\u00e0nh h\u00e0ng S\u00e1ch"},"content":{"rendered":"\n

Th\u1ecb tr\u01b0\u1eddng s\u00e1ch \u1ea3m \u0111\u1ea1m \u0111\u00e3 khi\u1ebfn nhi\u1ec1u nh\u00e0 xu\u1ea5t b\u1ea3n g\u1eb7p kh\u00f3. Tuy nhi\u00ean, 1 doanh nghi\u1ec7p \u0111\u00e3 v\u01b0\u1ee3t qua c\u01a1n b\u00e3o n\u00e0y b\u1eb1ng c\u00e1ch l\u1ef1a ch\u1ecdn s\u1ea3n ph\u1ea9m \u0111\u00fang v\u00e0 l\u00ean chi\u1ebfn l\u01b0\u1ee3c gi\u00e1 h\u1ee3p l\u00fd.<\/em><\/p>\n\n\n\n

Th\u1ecb tr\u01b0\u1eddng s\u00e1ch tr\u00ean c\u00e1c s\u00e0n TM\u0110T v\u1eabn c\u00f2n nhi\u1ec1u th\u00e1ch th\u1ee9c <\/strong><\/p>\n\n\n\n

N\u0103m 2022 – 2023 \u0111\u01b0\u1ee3c coi l\u00e0 kho\u1ea3ng th\u1eddi gian h\u1ed3i ph\u1ee5c t\u1ea1i nhi\u1ec1u l\u0129nh v\u1ef1c kinh t\u1ebf sau khi tr\u1ea3i qua \u0111\u1ea1i d\u1ecbch Covid-19. Tuy nhi\u00ean, ng\u00e0nh h\u00e0ng s\u00e1ch l\u1ea1i kh\u00f4ng h\u1ec1 l\u1ea1c quan nh\u01b0 v\u1eady. Th\u1ef1c t\u1ebf cho th\u1ea5y, t\u1ea1i th\u1ecb tr\u01b0\u1eddng s\u00e1ch truy\u1ec1n th\u1ed1ng, kh\u00f4ng nhi\u1ec1u \u0111\u1ea7u s\u00e1ch c\u00f3 s\u1ef1 b\u1ee9t ph\u00e1 v\u1ec1 m\u1eb7t doanh s\u1ed1. C\u00e1c c\u00f4ng ty s\u00e1ch, c\u00e1c nh\u00e0 xu\u1ea5t b\u1ea3n,… \u0111a s\u1ed1 \u0111\u1ec1u ph\u00e1t h\u00e0nh s\u1ed1 l\u01b0\u1ee3ng \u201ckhi\u00eam t\u1ed1n\u201d tr\u00ean m\u1ed7i \u0111\u1ea7u s\u00e1ch \u0111\u1ec3 h\u1ea1n ch\u1ebf s\u1ef1 t\u1ed3n kho. B\u1edfi theo nghi\u00ean c\u1ee9u, nhu c\u1ea7u v\u1ec1 s\u00e1ch trong n\u0103m 2022 \u0111\u00e3 c\u00f3 s\u1ef1 suy gi\u1ea3m.<\/p>\n\n\n\n

Nh\u1eefng cu\u1ed1n s\u00e1ch k\u00e9n ng\u01b0\u1eddi \u0111\u1ecdc th\u01b0\u1eddng ch\u1ec9 c\u00f3 s\u1ed1 l\u01b0\u1ee3ng in ch\u1ec9 t\u1eeb 500 – 1000 cu\u1ed1n, c\u00f2n trung b\u00ecnh trong kho\u1ea3ng 1000 – 2000 cu\u1ed1n. \u0110i\u1ec1u n\u00e0y t\u1ea1o n\u00ean 1 v\u00f2ng l\u1eb7p ngh\u1ecbch l\u00fd: v\u1edbi ngu\u1ed3n gi\u1ea5y khan hi\u1ebfm, m\u1ee9c gi\u00e1 nguy\u00ean li\u1ec7u gi\u1ea5y t\u0103ng li\u00ean t\u1ee5c th\u00ec vi\u1ec7c ph\u00e1t h\u00e0nh s\u1ed1 l\u01b0\u1ee3ng th\u1ea5p khi\u1ebfn gi\u00e1 b\u00eca t\u0103ng cao. Trong b\u1ed1i c\u1ea3nh ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111ang \u201cth\u1eaft l\u01b0ng bu\u1ed9c b\u1ee5ng\u201d trong giai \u0111o\u1ea1n kinh t\u1ebf kh\u00f3 kh\u0103n, ch\u1ec9 chi cho c\u00e1c kho\u1ea3n thi\u1ebft y\u1ebfu th\u00ec \u0111\u1ec3 h\u1ecd b\u1ecf ti\u1ec1n ra mua s\u00e1ch s\u1ebd kh\u00f4ng c\u00f2n d\u1ec5 d\u00e0ng nh\u01b0 tr\u01b0\u1edbc.  <\/p>\n\n\n\n

D\u1ea5u hi\u1ec7u nh\u1eadn th\u1ea5y s\u1ef1 kh\u00f3 kh\u0103n c\u1ee7a ng\u00e0nh s\u00e1ch ch\u00ednh l\u00e0 vi\u1ec7c c\u00e1c c\u00f4ng ty, nh\u00e0 s\u00e1ch, nh\u00e0 xu\u1ea5t b\u1ea3n,… t\u1ed5 ch\u1ee9c li\u00ean t\u1ee5c ch\u01b0\u01a1ng tr\u00ecnh x\u1ea3 kho – \u0111\u1ea9y h\u00e0ng t\u1ed3n v\u1edbi t\u1ea7n su\u1ea5t ng\u00e0y c\u00e0ng t\u0103ng. D\u01b0\u1eddng nh\u01b0 quanh n\u0103m, \u0111\u1ed9c gi\u1ea3 c\u00f3 th\u1ec3 b\u1eaft g\u1eb7p 1 ch\u01b0\u01a1ng tr\u00ecnh x\u1ea3 kho ho\u1eb7c s\u00e1ch \u0111\u1ed3ng gi\u00e1 c\u1ea3 \u1edf offline v\u00e0 n\u1ec1n t\u1ea3ng online. <\/p>\n\n\n\n

\u0110\u1ed3ng th\u1eddi, c\u00e1c n\u1ec1n t\u1ea3ng s\u00e1ch n\u00f3i ph\u00e1t tri\u1ec3n m\u1ea1nh m\u1ebd c\u0169ng \u0111\u00e3 \u1ea3nh h\u01b0\u1edfng kh\u00f4ng \u00edt t\u1edbi th\u1ecb tr\u01b0\u1eddng s\u00e1ch gi\u1ea5y. M\u1eb7c d\u00f9 l\u00e0 th\u1ecb tr\u01b0\u1eddng m\u1edbi h\u00ecnh th\u00e0nh nh\u01b0ng doanh thu c\u1ee7a s\u00e1ch n\u00f3i \u0111\u00e3 \u0111\u1ea1t g\u1ea7n 100 t\u1ef7 \u0111\u1ed3ng (b\u00e1o c\u00e1o c\u1ee7a C\u1ee5c Xu\u1ea5t b\u1ea3n, In v\u00e0 Ph\u00e1t h\u00e0nh thu\u1ed9c B\u1ed9 Th\u00f4ng tin v\u00e0 Truy\u1ec1n th\u00f4ng).<\/p>\n\n\n\n

C\u0169ng theo th\u1ed1ng k\u00ea c\u1ee7a C\u1ee5c Xu\u1ea5t b\u1ea3n, In v\u00e0 Ph\u00e1t h\u00e0nh, s\u1ed1 \u0111\u1ea7u s\u00e1ch gi\u1ea5y in m\u1edbi trong n\u0103m 2022 \u0111\u00e3 gi\u1ea3m t\u1edbi 13%. L\u1ef1a ch\u1ecdn s\u00e1ch \u0111\u1ec3 in \u0111\u00e3 l\u00e0 m\u1ed9t b\u00e0i to\u00e1n kh\u00f3, l\u00ean chi\u1ebfn l\u01b0\u1ee3c gi\u00e1 \u0111\u1ec3 ra m\u1eaft th\u1ecb tr\u01b0\u1eddng l\u1ea1i c\u00e0ng kh\u00f3 kh\u0103n h\u01a1n. Gi\u1eefa b\u1ed1i c\u1ea3nh th\u1ecb tr\u01b0\u1eddng c\u00f2n nhi\u1ec1u th\u00e1ch th\u1ee9c, nhi\u1ec1u \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh v\u00e0 nh\u1ea5t l\u00e0 khi s\u00e1ch ch\u01b0a bao gi\u1edd l\u00e0 m\u1eb7t h\u00e0ng thi\u1ebft y\u1ebfu, vi\u1ec7c \u0111\u1eb7t gi\u00e1 kh\u00f4ng ph\u00f9 h\u1ee3p s\u1ebd khi\u1ebfn vi\u1ec5n c\u1ea3nh t\u1ed3n kho x\u1ea3y ra c\u1ef1c k\u1ef3 cao.<\/p>\n\n\n\n

X\u00e2y d\u1ef1ng Chi\u1ebfn l\u01b0\u1ee3c gi\u00e1 x\u00e2m nh\u1eadp ph\u00f9 h\u1ee3p v\u1edbi th\u1ecb tr\u01b0\u1eddng<\/strong><\/p>\n\n\n\n

Doanh nghi\u1ec7p A l\u00e0 m\u1ed9t \u0111\u1ed1i t\u00e1c c\u1ee7a Metric ho\u1ea1t \u0111\u1ed9ng trong l\u0129nh v\u1ef1c ph\u00e1t h\u00e0nh s\u00e1ch. Kh\u00f4ng n\u1eb1m ngo\u00e0i kh\u00f3 kh\u0103n chung c\u1ee7a th\u1ecb tr\u01b0\u1eddng, A c\u0169ng ph\u1ea3i \u0111\u1ed1i m\u1eb7t v\u1edbi nhi\u1ec1u th\u00e1ch th\u1ee9c trong n\u0103m 2022: c\u00e1c \u0111\u1ea7u s\u00e1ch m\u1edbi kh\u00f4ng mang l\u1ea1i doanh thu nh\u01b0 k\u1ebf ho\u1ea1ch, s\u00e1ch s\u1ea3n xu\u1ea5t s\u1ed1 l\u01b0\u1ee3ng \u00edt n\u00ean chi ph\u00ed v\u1eadn h\u00e0nh cao \u0111\u1ed3ng th\u1eddi g\u1eb7p ph\u1ea3i s\u1ef1 c\u1ea1nh tranh gay g\u1eaft t\u1eeb c\u00e1c d\u1ef1 \u00e1n s\u00e1ch n\u00f3i.<\/p>\n\n\n\n

B\u00e0i to\u00e1n \u0111\u01b0\u1ee3c doanh nghi\u1ec7p \u0111\u1eb7t ra l\u00fac n\u00e0y ch\u00ednh l\u00e0 t\u00ecm m\u1ed9t \u0111\u1ea7u s\u00e1ch \u0111\u00e1nh tr\u00fang nhu c\u1ea7u hi\u1ec7n h\u1eefu c\u1ee7a kh\u00e1ch h\u00e0ng, t\u1eeb \u0111\u00f3 th\u00fac \u0111\u1ea9y doanh thu v\u00e0 m\u1edf r\u1ed9ng th\u1ecb ph\u1ea7n. Ngo\u00e0i ra, s\u1ea3n ph\u1ea9m n\u00e0y c\u00f2n ph\u1ea3i tr\u00e1nh \u0111\u1ed1i \u0111\u1ea7u tr\u1ef1c ti\u1ebfp v\u1edbi n\u1ec1n t\u1ea3ng s\u00e1ch n\u00f3i \u0111ang l\u00ean ng\u00f4i.<\/p>\n\n\n\n

Sau nhi\u1ec1u ph\u00e2n t\u00edch tr\u00ean Metric, doanh nghi\u1ec7p nh\u1eadn th\u1ea5y d\u00f2ng s\u00e1ch Mind Map ph\u00f9 h\u1ee3p v\u1edbi nh\u1eefng ti\u00eau ch\u00ed \u0111\u01b0\u1ee3c \u0111\u01b0a ra. Trong n\u0103m 2022, b\u1ea5t ch\u1ea5p kh\u00f3 kh\u0103n, s\u1ea3n ph\u1ea9m n\u00e0y v\u1eabn c\u00f3 m\u1ed9t m\u1ee9c \u0111\u1ed9 b\u00e1n \u1ed5n \u0111\u1ecbnh, \u0111\u1eb7c bi\u1ec7t t\u0103ng tr\u01b0\u1edfng t\u1ed1t trong kho\u1ea3ng th\u1eddi gian t\u1eeb th\u00e1ng 6 \u0111\u1ebfn th\u00e1ng 11. \u0110\u1ed3ng th\u1eddi, v\u1edbi n\u1ed9i dung \u0111a s\u1ed1 l\u00e0 c\u00e1c b\u1ea3n \u0111\u1ed3 t\u01b0 duy, r\u1ea5t kh\u00f3 \u0111\u1ec3 s\u00e1ch Mindmap chuy\u1ec3n th\u1ec3 sang \u0111\u01b0\u1ee3c s\u00e1ch n\u00f3i.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

D\u00f2ng s\u00e1ch Mindmap m\u00e0 doanh nghi\u1ec7p quy\u1ebft \u0111\u1ecbnh xu\u1ea5t b\u1ea3n c\u00f3 m\u1ee9c gi\u00e1 nh\u1eadp v\u1ec1 l\u00e0 190.000 \u0111\u1ed3ng. Th\u00f4ng th\u01b0\u1eddng, \u0111\u1ec3 b\u00f9 c\u00e1c chi ph\u00ed v\u00e0 c\u00f3 l\u00e3i, doanh nghi\u1ec7p s\u1ebd \u0111\u1eb7t m\u1ee9c gi\u00e1 b\u00eca g\u1ea5p \u0111\u00f4i gi\u00e1 nh\u1eadp. Nh\u01b0 v\u1eady, v\u1edbi s\u1ea3n ph\u1ea9m n\u00e0y, A quy\u1ebft \u0111\u1ecbnh b\u00e1n v\u1edbi m\u1ee9c 380.000 \u0111\u1ed3ng. Tuy nhi\u00ean, v\u1edbi t\u00ecnh h\u00ecnh kinh t\u1ebf kh\u00f4ng qu\u00e1 kh\u1edfi s\u1eafc, th\u01b0\u01a1ng hi\u1ec7u nh\u1eadn th\u1ea5y 380.000 v\u1eabn l\u00e0 m\u1ed9t m\u1ee9c gi\u00e1 kh\u00f3 ti\u1ebfp c\u1eadn \u0111\u1ed1i v\u1edbi \u0111a s\u1ed1 c\u00e1c \u0111\u1ed9c gi\u1ea3. <\/p>\n\n\n\n

Tr\u00ean c\u00e1c s\u00e0n TM\u0110T l\u1edbn, m\u1ee9c gi\u00e1 ph\u1ed5 bi\u1ebfn nh\u1ea5t cho d\u00f2ng s\u00e1ch Mind Map l\u00e0 t\u1eeb 100.000 – 150.000 \u0111\u1ed3ng. Tuy nhi\u00ean, v\u1edbi gi\u00e1 nh\u1eadp 190.000 \u0111\u1ed3ng, doanh nghi\u1ec7p kh\u00f4ng th\u1ec3 b\u00e1n ra t\u1ea1i m\u1ee9c n\u00e0y. Kho\u1ea3ng gi\u00e1 ph\u1ed5 bi\u1ebfn ti\u1ebfp theo l\u00e0 t\u1eeb 200.000 – 350.000. M\u1eb7c d\u00f9 th\u1ea5p h\u01a1n v\u1edbi d\u1ef1 \u0111\u1ecbnh ban \u0111\u1ea7u, tuy nhi\u00ean nh\u1eadn th\u1ea5y n\u1ebfu b\u00e1n ngo\u00e0i kho\u1ea3ng n\u00e0y, kh\u1ea3 n\u0103ng ti\u00eau th\u1ee5 s\u00e1ch s\u1ebd c\u1ef1c k\u1ef3 th\u1ea5p. N\u1ebfu xu\u1ea5t b\u1ea3n v\u1edbi s\u1ed1 l\u01b0\u1ee3ng \u00edt \u0111\u1ec3 tr\u00e1nh t\u00ecnh tr\u1ea1ng t\u1ed3n kho, chi ph\u00ed v\u1eadn h\u00e0nh s\u1ebd c\u00f2n n\u00e2ng cao h\u01a1n nhi\u1ec1u. V\u00ec v\u1eady, doanh nghi\u1ec7p quy\u1ebft \u0111\u1ecbnh gi\u1ea3m m\u1ee9c gi\u00e1 b\u00eca ban \u0111\u1ea7u t\u1eeb 380.000 xu\u1ed1ng c\u00f2n 290.000.\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

K\u1ebft qu\u1ea3, A th\u00e0nh c\u00f4ng ti\u00eau th\u1ee5 \u0111\u01b0\u1ee3c th\u00e0nh c\u00f4ng s\u1ea3n ph\u1ea9m, qua \u0111\u00f3 gi\u1eef v\u1eefng doanh thu v\u00e0 th\u1ecb ph\u1ea7n trong m\u1ea3ng s\u00e1ch tham kh\u1ea3o. Qua case study c\u1ee7a doanh nghi\u1ec7p A, c\u00e1c nh\u00e0 b\u00e1n tr\u00ean s\u00e0n TM\u0110T c\u00f3 th\u1ec3 \u00e1p d\u1ee5ng d\u1eef li\u1ec7u th\u1ecb tr\u01b0\u1eddng \u0111\u1ec3 t\u0103ng c\u01b0\u1eddng s\u1ee9c c\u1ea1nh tranh trong m\u1ed9t b\u1ed1i c\u1ea3nh \u1ea3m \u0111\u1ea1m th\u00f4ng qua 2 y\u1ebfu t\u1ed1:<\/p>\n\n\n\n

– X\u00e1c \u0111\u1ecbnh \u0111\u00fang c\u00e1c s\u1ea3n ph\u1ea9m \u0111\u00e1nh tr\u00fang m\u1ee5c ti\u00eau c\u1ee7a kh\u00e1ch h\u00e0ng v\u00e0 c\u00f3 th\u1ec3 ti\u00eau th\u1ee5 quanh n\u0103m<\/p>\n\n\n\n

– \u0110\u1eb7t m\u1ee9c gi\u00e1 ph\u00f9 h\u1ee3p \u0111\u1ec3 c\u00f3 th\u1ec3 d\u1ec5 d\u00e0ng ti\u1ebfp c\u1eadn v\u1edbi ng\u01b0\u1eddi ti\u00eau d\u00f9ng.<\/p>\n\n\n\n

Metric hy v\u1ecdng s\u1ed1 li\u1ec7u th\u1ecb tr\u01b0\u1eddng Metric cung c\u1ea5p s\u1ebd h\u1ed7 tr\u1ee3 h\u1eefu hi\u1ec7u cho c\u00e1c nh\u00e0 b\u00e1n trong qu\u00e1 tr\u00ecnh \u0111\u1eb7t chi\u1ebfn l\u01b0\u1ee3c gi\u00e1 th\u00e0nh c\u00f4ng tr\u00ean k\u00eanh Th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed<\/p>\n","protected":false},"excerpt":{"rendered":"

Th\u1ecb tr\u01b0\u1eddng s\u00e1ch \u1ea3m \u0111\u1ea1m \u0111\u00e3 khi\u1ebfn nhi\u1ec1u nh\u00e0 xu\u1ea5t b\u1ea3n g\u1eb7p kh\u00f3. Tuy nhi\u00ean, 1 doanh nghi\u1ec7p \u0111\u00e3 v\u01b0\u1ee3t qua c\u01a1n b\u00e3o n\u00e0y b\u1eb1ng c\u00e1ch...<\/p>\n","protected":false},"author":4,"featured_media":346,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[12,3],"tags":[],"class_list":["post-342","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-case-study","category-metric"],"aioseo_notices":[],"yoast_head":"\nPh\u01b0\u01a1ng th\u1ee9c x\u00e1c \u0111\u1ecbnh Chi\u1ebfn l\u01b0\u1ee3c gi\u00e1 Th\u00e2m nh\u1eadp th\u1ecb tr\u01b0\u1eddng Ng\u00e0nh h\u00e0ng S\u00e1ch - Metric Insights<\/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:\/\/metric.vn\/insights\/phuong-thuc-xac-dinh-chien-luoc-gia-tham-nhap-thi-truong-nganh-hang-sach\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Ph\u01b0\u01a1ng th\u1ee9c x\u00e1c \u0111\u1ecbnh Chi\u1ebfn l\u01b0\u1ee3c gi\u00e1 Th\u00e2m nh\u1eadp th\u1ecb tr\u01b0\u1eddng Ng\u00e0nh h\u00e0ng S\u00e1ch - Metric Insights\" \/>\n<meta property=\"og:description\" content=\"Th\u1ecb tr\u01b0\u1eddng s\u00e1ch \u1ea3m \u0111\u1ea1m \u0111\u00e3 khi\u1ebfn nhi\u1ec1u nh\u00e0 xu\u1ea5t b\u1ea3n g\u1eb7p kh\u00f3. 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