08-nghien-cuu-doi-thu

# 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/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
```

---

## 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

---

## 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/thang | [X trieu — dua tren so ads x CPM trung binh] |
| Co UGC/KOL khong? | [Co/Khong — neu co, uoc tinh X nguoi] |

### 6. Doi tuong trung lap (Audience Overlap)

| Yeu to | Muc do trung lap |
|--------|-----------------|
| Dia ly | [Cao / Trung binh / Thap] |
| Do tuoi | [Cao / Trung binh / Thap] |
| Thu nhap | [Cao / Trung binh / Thap] |
| So thich | [Cao / Trung binh / Thap] |
| Kenh su dung | [Cao / Trung binh / Thap] |

### 7. Gia va mo hinh kinh doanh

| San pham/dich vu | Gia doi thu | Gia cua ban | Chenh lech |
|-----------------|------------|-------------|-----------|
| [SP 1] | | | |
| [SP 2] | | | |
| [SP 3] | | | |

### 8. Danh gia moi de doa

| Doi thu | Muc do de doa | Ly do |
|---------|--------------|----