/08-nghien-cuu-doi-thu

name: 08-nghien-cuu-doi-thu
description: Phan tich doi thu canh tranh 3 tang (truc tiep, gian tiep, thu cap) — dinh vi, SWOT, content benchmark, tim khoang trong thi truong
metadata:
  version: 2.3.1
  category: strategy
triggers:
  - "nghien cuu doi thu"
  - "phan tich canh tranh"
  - "doi thu dang lam gi"
  - "competitive analysis"
  - "phan tich doi thu"
  - "theo doi doi thu"
  - "competitor snapshot"
  - "doi thu moi noi"
output: File .md gom ban do dinh vi, SWOT, content benchmark, khoang trong thi truong, va de xuat hanh dong
related:
  - 09-insight-khach-hang
  - 00-ke-hoach-mkt
  - 02-brief-chien-dich
  - 05-copy-quang-cao
  - 58-positioning
  - 15-social-listening
  - references/mcp-ads-integration

Nghien Cuu Doi Thu Canh Tranh

Thu thap thong tin

Hoi user toi da 4 cau sau truoc khi bat dau:

1. **San pham / dich vu cua ban la gi?** (Nganh, phan khuc gia, doi tuong chinh) 2. **Ke ten 2–5 doi thu ma ban biet** (ten thuong hieu, link fanpage/TikTok/website neu co) 3. **Ban dang lo nhat dieu gi ve doi thu?** (Ho ban re hon? Content hay hon? Ads manh hon? Chiem thi phan?) 4. **Muc tieu cua ban sau khi co bao cao nay?** (Dinh vi lai? Lam content tot hon? Tim khoang trong? Chay ads hieu qua hon?)

Auto-research qua MCP (neu co ket noi)

> Xem huong dan setup: `skills/vi/references/mcp-ads-integration.md` > **Meta Official MCP:** `https://mcp.facebook.com/ads` — setup 5 phut qua `claude.ai/settings/integrations`

A. Facebook Ads Library MCP (Nghien cuu quang cao doi thu)

**Facebook Ads Library MCP** (`facebook-ads-library-mcp`) cho phep tu dong:

| Chuc nang | Mo ta | |-----------|-------| | **Search quang cao doi thu** | Tim tat ca ads dang chay cua 1 brand theo ten page | | **Phan tich creative** | AI phan tich hook, format, tone, CTA cua tung ad | | **Competitor discovery** | Tu dong tim doi thu tuong tu trong nganh | | **Spend estimation** | Uoc tinh ngan sach quang cao cua doi thu | | **Trend monitoring** | Theo doi thay doi chien dich theo thoi gian thuc | | **Market gap** | So sanh nhieu brand → tim khoang trong |

**Cach dung:** 1. Setup `facebook-ads-library-mcp` (can Facebook access token voi `ads_read`) 2. Nhap ten page doi thu → MCP tra ve danh sach ads dang active 3. Phan tich: format nao nhieu nhat? Hook gi? CTA gi? Chay bao lau? 4. So sanh voi ads cua minh → tim gap va co hoi

> **Luu y:** Ads Library MCP chi cho phep XEM quang cao cong khai cua doi thu — khong truy cap data noi bo (spend chinh xac, targeting, conversion). Spend chi la uoc tinh.

B. Meta Official MCP (Benchmarks va boi canh nganh)

Neu da ket noi Meta Official MCP (`mcp.facebook.com/ads`), co the bo sung nghien cuu doi thu bang data chinh thuc:

| Tool | Dung cho | |------|---------| | `ads_insights_advertiser_context` | Data boi canh nganh va khu vuc — biet "san choi" rong the nao | | `ads_insights_industry_benchmark` | CPM, CTR, CPC trung binh nganh — benchmark de so sanh | | `ads_insights_auction_ranking_benchmarks` | Quality ranking, engagement ranking cua MINH vs doi thu trong dau gia |

**Ket hop 2 nguon:**

Ads Library MCP → Xem creative + strategy doi thu (QUAN SAT)
Meta Official MCP → So sanh metrics cua minh vs nganh (DO LUONG)
→ Gap analysis chinh xac hon: biet doi thu lam gi + biet minh dang o dau so voi trung binh

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Mo hinh doi thu 3 tang

Phan loai doi thu thanh 3 nhom — khong chi nhin doi thu truc tiep:

| Tang | Dinh nghia | Tieu chi | Vi du (Spa trung cap) | |------|-----------|----------|----------------------| | **Truc tiep** | Cung phan khuc, cung loai hinh, cung doi tuong | Cung gia, cung dich vu, cung khu vuc | Spa B cung pho, gia tuong tu | | **Gian tiep tiem nang** | Khac loai hinh nhung thay the duoc | Khach hang co the chon ho thay vi ban | Tham my vien, skincare tai nha, may lam dep gia dinh | | **Thu cap** | Cung loai hinh nhung khac phan khuc gia | Canh tranh khi khach thay doi ngan sach | Spa cao cap (khach ha budget), spa binh dan (khach nang cap) |

Nguyen tac phan loai

• Doi thu truc tiep: chon 3–5 doi thu chinh
• Gian tiep tiem nang: chon 2–3 loai hinh thay the
• Thu cap: chon 1–2 doi thu o phan khuc gia ke ben

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Cau truc phan tich moi doi thu

Voi moi doi thu, phan tich 8 khia canh:

1. Dinh vi thuong hieu

| Yeu to | Noi dung | |--------|---------| | Thong diep chinh | [Slogan, tagline, loi hua thuong hieu] | | Phong cach hinh anh | [Tone mau, kieu anh, chat video] | | Phan khuc gia | [Thap / Trung / Cao / Cao cap] | | Doi tuong muc tieu | [Gioi tinh, tuoi, thu nhap, so thich] | | USP tuyên bo | [Ho noi ho khac biet gi?] |

2. Diem manh va diem yeu

| Diem manh | Diem yeu | |-----------|----------| | [Liet ke 3–5 diem] | [Liet ke 3–5 diem] |

3. Chien luoc noi dung

| Chi so | Gia tri | |--------|---------| | Kenh chinh | [Facebook / TikTok / Instagram / YouTube / Zalo] | | Tan suat dang | [X bai/tuan] | | Dinh dang uu tien | [Video ngan / Carousel / Bai viet dai / Reels] | | Tone of voice | [Chuyen nghiep / Than thien / Hai huoc / Giao duc] | | Goc do noi dung | [TOFU X% / MOFU X% / BOFU X%] | | Noi dung hieu qua nhat | [Top 3 bai/video cao tuong tac nhat] |

4. Kenh va platform

| Kenh | Co / Khong | Follower / Like | Danh gia hoat dong | |------|-----------|----------------|-------------------| | Facebook Page | | | | | TikTok | | | | | Instagram | | | | | YouTube | | | | | Zalo OA | | | | | Website | | | | | Email | | | |

5. Uoc tinh chi phi quang cao

Phuong phap uoc tinh (khong can chinh xac tuyet doi):

| Dau hieu | Cach doc | |----------|---------| | So bai sponsored/thang | Dem bai co nhan "Sponsored" trong Facebook Ad Library | | Luong video ads tren TikTok | Dung TikTok Creative Center → Top Ads → loc theo nganh | | Traffic website | Dung SimilarWeb (free tier) hoac Semrush | | So luong KOL/UGC | Dem so video co ten thuong hieu tren TikTok |

| Chi so uoc tinh | Gia tri | |-----------------|---------| | So ads dang chay (Facebook Ad Library) | [X ads] | | Ngan sach ads uoc tinh/tha