{"id":9481,"date":"2024-04-04T08:51:43","date_gmt":"2024-04-04T01:51:43","guid":{"rendered":"https:\/\/olphs.net\/?p=9481"},"modified":"2024-05-17T13:53:55","modified_gmt":"2024-05-17T06:53:55","slug":"su-dung-chung-nhan-trong-ca-phe","status":"publish","type":"post","link":"https:\/\/olphs.net\/su-dung-chung-nhan-trong-ca-phe\/","title":{"rendered":"S\u1eed d\u1ee5ng ch\u1ee9ng nh\u1eadn trong c\u00e0 ph\u00ea"},"content":{"rendered":"

Ch\u1ee9ng nh\u1eadn t\u1eeb l\u00e2u \u0111\u00e3 l\u00e0 m\u1ed9t ph\u01b0\u01a1ng ti\u1ec7n hi\u1ec7u qu\u1ea3 \u0111\u1ec3 thi\u1ebft l\u1eadp cao h\u01a1n c\u00e1c ti\u00eau chu\u1ea9n x\u00e3 h\u1ed9i, kinh t\u1ebf v\u00e0 m\u00f4i tr\u01b0\u1eddng trong ng\u00e0nh c\u00e0 ph\u00ea to\u00e0n c\u1ea7u, t\u1eeb vi\u1ec7c c\u00e1c n\u00f4ng d\u00e2n s\u1ea3n xu\u1ea5t tu\u00e2n th\u1ee7 c\u00e1c bi\u1ec7n ph\u00e1p canh t\u00e1c c\u1ee5 th\u1ec3 nh\u1eb1m b\u1ea3o v\u1ec7 \u0111a d\u1ea1ng sinh h\u1ecdc cho \u0111\u1ebfn vi\u1ec7c ng\u01b0\u1eddi mua c\u00e0 ph\u00ea nh\u00e2n xanh ch\u1ee9ng minh l\u00e0 \u0111\u00e3 mua c\u00e1c l\u00f4 h\u00e0ng v\u1edbi gi\u00e1 b\u1eb1ng ho\u1eb7c cao h\u01a1n m\u1ee9c gi\u00e1 th\u1ecb tr\u01b0\u1eddng \u201cc\u00f4ng b\u1eb1ng\u201d.\u00a0<\/span><\/p>\n

\u0110\u1ed3ng th\u1eddi, ch\u1ee9ng nh\u1eadn c\u0169ng l\u00e0 c\u00f4ng c\u1ee5 ti\u1ebfp th\u1ecb h\u1eefu \u00edch \u2013 truy\u1ec1n \u0111\u1ea1t hi\u1ec7u qu\u1ea3 c\u00e1c th\u1ef1c h\u00e0nh \u0111\u1ea1o \u0111\u1ee9c v\u00e0 b\u1ec1n v\u1eefng h\u01a1n t\u1edbi c\u00e1c nh\u00e0 rang xay v\u00e0 ng\u01b0\u1eddi ti\u00eau d\u00f9ng.<\/span><\/p>\n

Tuy nhi\u00ean, do h\u1ea7u h\u1ebft c\u00e1c n\u00f4ng h\u1ed9 s\u1ea3n xu\u1ea5t tr\u1ef1c ti\u1ebfp ti\u1ebfp th\u1ecb c\u00e0 ph\u00ea c\u1ee7a ch\u00ednh h\u1ecd n\u00ean vi\u1ec7c h\u1ecd hi\u1ec3u r\u1eb1ng ch\u1ee9ng nh\u1eadn c\u00f3 th\u1ec3 gia t\u0103ng gi\u00e1 tr\u1ecb \u1edf c\u00e1c qu\u1ed1c gia s\u1ea3n xu\u1ea5t l\u00e0 \u0111i\u1ec1u c\u1ea7n thi\u1ebft.\u00a0<\/span><\/p>\n

Nh\u1eb1m hi\u1ec3u r\u00f5 h\u01a1n, t\u00e1c gi\u1ea3 \u0111\u00e3 c\u00f3 cu\u1ed9c tr\u00f2 chuy\u1ec7n c\u00f9ng ba chuy\u00ean gia c\u00e0 ph\u00ea tham gia Ch\u01b0\u01a1ng tr\u00ecnh <\/span>Neighbors and Friends c\u1ee7a Falcaf\u00e9<\/i><\/b> \u0111\u1ec3 t\u00ecm hi\u1ec3u th\u00eam v\u1ec1 c\u00e1ch s\u1eed d\u1ee5ng c\u00e1c ch\u1ee9ng nh\u1eadn \u0111\u1ec3 ti\u1ebfp th\u1ecb c\u00e0 ph\u00ea.<\/span><\/p>\n

\"\"<\/a><\/p>\n

C\u00c1CH M\u1ea0NG TRONG MARKETING C\u00c0 PH\u00ca<\/b><\/h4>\n

M\u1eb7c d\u00f9 ng\u00e0nh c\u00f4ng nghi\u1ec7p c\u00e0 ph\u00ea \u0111\u00e3 thay \u0111\u1ed5i r\u00f5 r\u1ec7t qua nhi\u1ec1u n\u0103m, nh\u01b0ng m\u00f4 h\u00ecnh ti\u1ebfp th\u1ecb hi\u1ec7n t\u1ea1i ph\u1ea7n l\u1edbn v\u1eabn theo l\u1ed1i c\u0169. \u0110\u1ed5i l\u1ea1i, nhi\u1ec1u n\u00f4ng d\u00e2n s\u1ea3n xu\u1ea5t nh\u1ecf kh\u00f4ng tham gia v\u00e0o kh\u00e2u ti\u1ebfp th\u1ecb c\u00e0 ph\u00ea c\u1ee7a ch\u00ednh h\u1ecd m\u00e0 c\u00e1c nh\u00e0 rang xay s\u1ebd \u0111\u1ea3m nhi\u1ec7m ph\u1ea7n l\u1edbn c\u00f4ng vi\u1ec7c ti\u1ebfp th\u1ecb \u1edf c\u00e1c qu\u1ed1c gia ti\u00eau th\u1ee5.<\/span><\/p>\n

\u0110\u1ec3 hi\u1ec3u r\u00f5 h\u01a1n \u0111i\u1ec1u n\u00e0y, h\u00e3y c\u00f9ng xem l\u1ea1i l\u1ecbch s\u1eed c\u1ee7a ng\u00e0nh c\u00e0 ph\u00ea th\u1eddi thu\u1ed9c \u0111\u1ecba. T\u1eeb nh\u1eefng n\u0103m 1600 v\u00e0 1700, c\u00e1c c\u01b0\u1eddng qu\u1ed1c th\u1ef1c d\u00e2n ch\u00e2u \u00c2u \u0111\u00e3 thi\u1ebft l\u1eadp ho\u1ea1t \u0111\u1ed9ng th\u01b0\u01a1ng m\u1ea1i c\u00e0 ph\u00ea theo m\u00f4 h\u00ecnh hi\u1ec7n \u0111\u1ea1i. Trong \u0111\u00f3 ph\u1ea7n l\u1edbn c\u00e0 ph\u00ea s\u1ea3n xu\u1ea5t ra \u0111\u1ec1u xu\u1ea5t kh\u1ea9u sang ch\u00e2u \u00c2u n\u00ean ho\u1ea1t \u0111\u1ed9ng ti\u1ebfp th\u1ecb th\u1eddi \u0111i\u1ec3m \u0111\u00f3 h\u01b0\u1edbng t\u1edbi ng\u01b0\u1eddi ti\u00eau d\u00f9ng thay v\u00ec th\u01b0\u01a1ng nh\u00e2n ho\u1eb7c nh\u00e0 rang xay \u2013 m\u1eb7c d\u00f9 ch\u1ec9 \u1edf m\u1ee9c \u0111\u1ed9 s\u01a1 khai h\u01a1n nhi\u1ec1u so v\u1edbi ng\u00e0y nay.<\/span><\/p>\n

Xu h\u01b0\u1edbng ti\u1ebfp th\u1ecb c\u00e0 ph\u00ea \u1edf c\u00e1c n\u01b0\u1edbc ti\u00eau th\u1ee5 ti\u1ebfp t\u1ee5c di\u1ec5n ra trong nhi\u1ec1u th\u1ebf k\u1ef7 ti\u1ebfp theo. Trong nh\u1eefng n\u0103m 1700 v\u00e0 1800, c\u00e0 ph\u00ea \u0111\u01b0\u1ee3c coi l\u00e0 m\u1ed9t s\u1ea3n ph\u1ea9m \u201ck\u1ef3 l\u1ea1\u201d b\u1edfi m\u1ee9c gi\u00e1 t\u0103ng cao khi\u1ebfn nhi\u1ec1u ng\u01b0\u1eddi kh\u00f4ng th\u1ec3 mua \u0111\u01b0\u1ee3c.<\/span><\/p>\n

Tuy nhi\u00ean, v\u00e0o \u0111\u1ea7u th\u1ebf k\u1ef7 20, c\u00e1c doanh nghi\u1ec7p c\u00e0 ph\u00ea b\u1eaft \u0111\u1ea7u chuy\u1ec3n tr\u1ecdng t\u00e2m ti\u1ebfp th\u1ecb \u0111\u1ec3 \u0111\u00e1p \u1ee9ng s\u1ef1 chuy\u1ec3n d\u1ecbch c\u1ee7a nhu c\u1ea7u th\u1ecb tr\u01b0\u1eddng. Khi s\u1ef1 ti\u1ec7n l\u1ee3i tr\u1edf th\u00e0nh y\u1ebfu t\u1ed1 mua h\u00e0ng quan tr\u1ecdng h\u01a1n, ng\u00e0y c\u00e0ng c\u00f3 nhi\u1ec1u ng\u01b0\u1eddi ti\u00eau d\u00f9ng th\u00edch c\u00e0 ph\u00ea rang s\u1eb5n. \u0110\u1ed3ng th\u1eddi, c\u00e0 ph\u00ea c\u0169ng c\u00f3 gi\u00e1 c\u1ea3 ph\u1ea3i ch\u0103ng v\u00e0 d\u1ea7n tr\u1edf n\u00ean d\u1ec5 ti\u1ebfp c\u1eadn h\u01a1n v\u1edbi \u0111\u1ea1i ch\u00fang.<\/span><\/p>\n

K\u1ec3 t\u1eeb th\u1eddi \u0111i\u1ec3m \u0111\u00f3, \u1edf c\u00e1c n\u01b0\u1edbc ti\u00eau th\u1ee5 l\u1edbn, ti\u1ebfp th\u1ecb c\u00e0 ph\u00ea ti\u1ebfp t\u1ee5c h\u01b0\u1edbng tr\u1ecdng t\u00e2m v\u00e0o ng\u01b0\u1eddi ti\u00eau d\u00f9ng n\u00ean c\u00e1c ho\u1ea1t \u0111\u1ed9ng ti\u1ebfp th\u1ecb B2C h\u1ea7u nh\u01b0 l\u00e0 do c\u00e1c nh\u00e0 rang xay v\u00e0 c\u1eeda h\u00e0ng c\u00e0 ph\u00ea \u0111\u1ea3m nhi\u1ec7m.\u00a0<\/span><\/p>\n

Kh\u00e2u rang xay \u0111\u00e3 g\u00f3p ph\u1ea7n t\u0103ng \u0111\u00e1ng k\u1ec3 gi\u00e1 tr\u1ecb cho c\u00e0 ph\u00ea tr\u01b0\u1edbc khi ch\u00fang \u0111\u01b0\u1ee3c ti\u1ebfp th\u1ecb v\u00e0 b\u00e1n ra ngo\u00e0i, d\u1eabn \u0111\u1ebfn k\u1ebft qu\u1ea3 l\u00e0, gi\u00e1 tr\u1ecb c\u1ee7a th\u1ecb tr\u01b0\u1eddng c\u00e0 ph\u00ea to\u00e0n c\u1ea7u ch\u1ec9 \u0111\u01b0\u1ee3c t\u1ea1o ra sau khi c\u00e0 ph\u00ea r\u1eddi kh\u1ecfi v\u00f9ng s\u1ea3n xu\u1ea5t.\u00a0<\/span><\/p>\n

M\u1eb7c d\u00f9 v\u1eabn c\u00f3 m\u1ed9t s\u1ed1 \u00edt nh\u00e0 rang xay t\u1ecda l\u1ea1c ngay t\u1ea1i c\u00e1c qu\u1ed1c gia xu\u1ea5t x\u1ee9, nh\u01b0ng v\u00ec ph\u1ea7n l\u1edbn \u0111\u1ec1u c\u00f3 tr\u1ee5 s\u1edf t\u1ea1i c\u00e1c qu\u1ed1c gia ti\u00eau th\u1ee5 \u1edf B\u1eafc b\u00e1n c\u1ea7u, \u0111\u1ed3ng ngh\u0129a v\u1edbi vi\u1ec7c \u0111\u00e2y s\u1ebd l\u00e0 n\u01a1i m\u00e0 ph\u1ea7n l\u1edbn c\u00e1c ho\u1ea1t \u0111\u1ed9ng ti\u1ebfp th\u1ecb di\u1ec5n ra.<\/span><\/p>\n

 <\/p>\n

C\u00e0 ph\u00ea \u0111\u1eb7c s\u1ea3n h\u01b0\u1edfng l\u1ee3i g\u00ec t\u1eeb c\u00e1c ch\u01b0\u01a1ng tr\u00ecnh ch\u1ee9ng nh\u1eadn?<\/b><\/h4>\n

N\u1ec1n t\u1ea3ng c\u1ee7a chi\u1ebfn l\u01b0\u1ee3c marketing c\u00e0 ph\u00ea \u0111a ph\u1ea7n v\u1eabn gi\u1eef nguy\u00ean trong nhi\u1ec1u th\u1ebf k\u1ef7. Trong \u0111\u00f3, v\u1eabn c\u00f3 s\u1ef1 thay \u0111\u1ed5i trong ph\u01b0\u01a1ng c\u00e1ch ti\u1ebfp th\u1ecb \u2013 \u0111\u1eb7c bi\u1ec7t l\u00e0 xoay quanh s\u1ef1 ph\u00e1t tri\u1ec3n c\u1ee7a ng\u00e0nh c\u00e0 ph\u00ea \u0111\u1eb7c s\u1ea3n.<\/span><\/p>\n

Humberto Florezi Filho, CEO c\u1ee7a <\/span>Falcaf\u00e9<\/b><\/a>, m\u1ed9t doanh nghi\u1ec7p xu\u1ea5t kh\u1ea9u c\u00e0 ph\u00ea \u0111\u1eb7c s\u1ea3n cho hay: \u201cNh\u00ecn chung, v\u1edbi c\u00e0 ph\u00ea \u0111\u1eb7c s\u1ea3n, m\u1ed1i quan h\u1ec7 th\u01b0\u01a1ng m\u1ea1i tr\u1ef1c ti\u1ebfp gi\u1eefa ng\u01b0\u1eddi s\u1ea3n xu\u1ea5t, c\u0169ng nh\u01b0 nh\u00e0 xu\u1ea5t kh\u1ea9u v\u00e0 nh\u00e0 rang xay \u0111\u01b0\u1ee3c ch\u00fa tr\u1ecdng h\u01a1n. Gi\u00e1 c\u00e0 ph\u00ea \u0111\u1eb7c s\u1ea3n c\u0169ng \u0111\u01b0\u1ee3c x\u00e1c \u0111\u1ecbnh d\u1ef1a tr\u00ean nhi\u1ec1u y\u1ebfu t\u1ed1 h\u01a1n nh\u01b0 ch\u1ea5t l\u01b0\u1ee3ng v\u00e0 h\u01b0\u01a1ng v\u1ecb.\u201d<\/span><\/p>\n

C\u00f3 nhi\u1ec1u l\u00fd do d\u1eabn \u0111\u1ebfn nh\u1eefng thay \u0111\u1ed5i n\u00e0y, n\u1ed5i b\u1eadt trong s\u1ed1 \u0111\u00f3 l\u00e0 nhu c\u1ea7u ti\u00eau d\u00f9ng ng\u00e0y c\u00e0ng t\u0103ng. H\u01a1n bao gi\u1edd h\u1ebft, ng\u01b0\u1eddi ti\u00eau d\u00f9ng d\u1ea7n \u0111\u00f2i h\u1ecfi nhi\u1ec1u h\u01a1n ngu\u1ed3n th\u00f4ng tin x\u00e1c th\u1ef1c v\u1ec1 quy tr\u00ecnh s\u1ea3n xu\u1ea5t c\u00e0 ph\u00ea, c\u0169ng nh\u01b0 vi\u1ec7c ng\u01b0\u1eddi n\u00f4ng d\u00e2n c\u00f3 nh\u1eadn \u0111\u01b0\u1ee3c m\u1ee9c gi\u00e1 \u201cc\u00f4ng b\u1eb1ng h\u01a1n\u201d hay kh\u00f4ng.<\/span><\/p>\n

Victor Fachinetti Vuolo, Qu\u1ea3n l\u00fd v\u1ec1 Xu\u1ea5t kh\u1ea9u t\u1ea1i Falcaf\u00e9 \u0111\u00e3 gi\u1ea3i th\u00edch v\u1ec1 s\u1ef1 gia t\u0103ng trong y\u00eau c\u1ea7u v\u1ec1 th\u00f4ng tin ng\u01b0\u1eddi s\u1ea3n xu\u1ea5t nh\u1eefng n\u0103m qua nh\u01b0 sau:\u00a0<\/span><\/p>\n

\u201cTruy xu\u1ea5t ngu\u1ed3n g\u1ed1c \u0111ang tr\u1edf th\u00e0nh m\u1ed9t y\u1ebfu t\u1ed1 t\u1ed1i quan tr\u1ecdng trong chu\u1ed7i cung \u1ee9ng v\u00e0 ti\u1ebfp th\u1ecb c\u00e0 ph\u00ea. Ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u00e0 ph\u00ea \u0111\u1eb7c s\u1ea3n ng\u00e0y nay \u0111\u1ec1u mu\u1ed1n t\u00ecm hi\u1ec3u r\u1eb1ng c\u00e0 ph\u00ea \u0111\u01b0\u1ee3c tr\u1ed3ng nh\u01b0 th\u1ebf n\u00e0o, ai l\u00e0 ng\u01b0\u1eddi s\u1ea3n xu\u1ea5t v\u00e0 trang tr\u1ea1i n\u1eb1m \u1edf \u0111\u00e2u.<\/span><\/p>\n

Ngo\u00e0i ra, ph\u01b0\u01a1ng ph\u00e1p ch\u1ebf bi\u1ebfn kh\u00e1c nhau c\u0169ng c\u00f3 t\u00e1c \u0111\u1ed9ng l\u1edbn \u0111\u1ebfn c\u00e0 ph\u00ea \u0111\u1eb7c s\u1ea3n. V\u00e0i n\u0103m qua, \u0111\u00e3 xu\u1ea5t hi\u1ec7n nhi\u1ec1u k\u1ef9 thu\u1eadt ch\u1ebf bi\u1ebfn m\u1edbi nh\u01b0 qu\u00e1 tr\u00ecnh ki\u1ec3m so\u00e1t l\u00ean men. V\u00ec v\u1eady, c\u00f3 th\u00eam nhi\u1ec1u th\u00f4ng tin v\u1ec1 c\u00e0 ph\u00ea t\u1eeb nh\u00e0 rang xay l\u00e0 \u0111i\u1ec1u c\u1ea7n thi\u1ebft.\u201d<\/span><\/p>\n

\"\"<\/a><\/p>\n

CH\u1ee8NG NH\u1eacN T\u00c1C \u0110\u1ed8NG \u0110\u1ebeN MARKETING C\u00c0 PH\u00ca NH\u01af TH\u1ebe N\u00c0O?<\/b><\/h4>\n

\u0110\u00e3 v\u00e0 \u0111ang c\u00f3 nhi\u1ec1u s\u1ef1 ch\u00fa tr\u1ecdng h\u01a1n v\u00e0o t\u00ednh b\u1ec1n v\u1eefng, ch\u1ea5t l\u01b0\u1ee3ng v\u00e0 kh\u1ea3 n\u0103ng truy xu\u1ea5t ngu\u1ed3n g\u1ed1c h\u01a1n bao gi\u1edd h\u1ebft, v\u00e0 c\u00e1c ch\u1ee9ng nh\u1eadn \u0111\u00e3 b\u1eaft \u0111\u1ea7u gi\u1eef m\u1ed9t vai tr\u00f2 quan tr\u1ecdng trong ti\u1ebfp th\u1ecb c\u00e0 ph\u00ea.<\/span><\/p>\n

V\u1ec1 l\u00fd thuy\u1ebft, c\u00e0 ph\u00ea ch\u1ee9ng nh\u1eadn n\u00f3i \u0111\u1ebfn m\u1ed9t lo\u1ea1i c\u00e0 ph\u00ea c\u1ee5 th\u1ec3 \u0111\u01b0\u1ee3c tr\u1ed3ng ho\u1eb7c mua d\u1ef1a tr\u00ean c\u00e1c ti\u00eau ch\u00ed b\u1ec1n v\u1eefng v\u1ec1 m\u00f4i tr\u01b0\u1eddng, x\u00e3 h\u1ed9i ho\u1eb7c t\u00e0i ch\u00ednh. Nh\u00e0 s\u1ea3n xu\u1ea5t \u0111\u1ea1t ch\u1ee9ng nh\u1eadn th\u00f4ng qua vi\u1ec7c th\u1ef1c hi\u1ec7n c\u00e1c ch\u01b0\u01a1ng tr\u00ecnh \u0111\u00e0o t\u1ea1o n\u00f4ng nghi\u1ec7p ch\u00ednh quy, c\u0169ng nh\u01b0 tu\u00e2n th\u1ee7 m\u1ed9t b\u1ed9 quy tr\u00ecnh v\u00e0 ti\u00eau chu\u1ea9n nghi\u00eam ng\u1eb7t.\u00a0<\/span><\/p>\n

Ch\u1eb3ng h\u1ea1n, \u0111\u1ec3 nh\u1eadn \u0111\u01b0\u1ee3c ch\u1ee9ng nh\u1eadn UTZ, nh\u00e0 s\u1ea3n xu\u1ea5t c\u1ea7n tu\u00e2n th\u1ee7 m\u1ed9t s\u1ed1 y\u00eau c\u1ea7u b\u1ec1n v\u1eefng g\u1ed3m c\u00e1c \u0111i\u1ec1u ki\u1ec7n l\u00e0m vi\u1ec7c an to\u00e0n v\u00e0 l\u00e0nh m\u1ea1nh, c\u00e1c ch\u01b0\u01a1ng tr\u00ecnh b\u1ea3o v\u1ec7 m\u00f4i tr\u01b0\u1eddng, ngo\u00e0i ra kh\u00f4ng \u00e1p d\u1ee5ng c\u00e1c h\u00ecnh th\u1ee9c lao \u0111\u1ed9ng c\u01b0\u1ee1ng b\u1ee9c ho\u1eb7c lao \u0111\u1ed9ng tr\u1ebb em.<\/span><\/p>\n

M\u1ed9t s\u1ed1 ch\u1ee9ng ch\u1ec9 n\u1ed5i b\u1eadt kh\u00e1c trong ng\u00e0nh c\u00e0 ph\u00ea:<\/span><\/p>\n