08-nghien-cuu-doi-thu
This Claude Code skill systematically analyzes three tiers of competitors (direct, indirect, and tertiary) to identify their positioning, strengths and weaknesses, content strategies, and market gaps. Users input their product details and competitor names, then the tool auto-researches competitor ads through Meta's Ads Library integration to benchmark creative approaches, spending patterns, and performance metrics, helping businesses refine their own positioning, content strategy, and advertising efficiency.
git clone --depth 1 https://github.com/minhnv0807/ai-business-skills /tmp/08-nghien-cuu-doi-thu && cp -r /tmp/08-nghien-cuu-doi-thu/skills/vi/08-nghien-cuu-doi-thu ~/.claude/skills/08-nghien-cuu-doi-thuSKILL.md
# 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 | |---------|--------------|----
Ke hoach Fullstack Marketing — master skill tong hop chien luoc, noi dung, trien khai, hieu suat, va timeline. Goi cac skill con de hoan thien output.
Use when the user needs an overall marketing plan for a period — objectives, segments, positioning, channel mix, content direction, budget, timeline, KPIs, and a risk matrix, adapted to US, EU, SEA, or LATAM. Trigger on 'marketing plan', 'marketing strategy for next year', 'go-to-market roadmap', 'plan for Q3', 'we have no marketing plan', 'where should we spend next quarter'. Also use when a founder only says the business needs to grow and has no idea which channel to start with. Not for — one specific campaign, see `02-campaign-brief-global`; working backward from a revenue goal to spend, see `10-reverse-kpi-global`; splitting a budget across channels and months, see `61-budget-planning-global`; taking a brand new product to market, see `59-go-to-market-global`.
Use when the user needs a monthly or weekly content calendar — posting schedule per channel, funnel ratio, content pillars, repurposing matrix, and an owner per slot. Trigger on 'content calendar', 'posting schedule', 'what should we post this month', 'editorial calendar', 'social media plan', 'we post randomly with no plan'. Also use when the user only says the team keeps running out of things to post. Not for — the brief for one specific post, see `36-content-brief-global`; the caption text itself, see `37-social-caption-global`; deciding next period content from last period data, see `40-next-content-plan-global`; a paid campaign timeline, see `02-campaign-brief-global`.
Lich noi dung thang — len lich dang bai da kenh voi ti le pheu, content pillar, repurposing matrix, va scoring tieu chi.
Brief chien dich marketing — 9 phan day du tu Context den Risk, bao gom creative direction, RACI, budget allocation theo phase, va auto-trigger cac skill lien quan.
Use when a specific campaign needs a brief the whole team can execute from — context, objective, audience, core message, creative direction, channels, deliverables, week-by-week timeline, approval gates, and risks. Trigger on 'campaign brief', 'creative brief', 'launch brief', 'brief the team on this campaign', 'we are running a promo next month', 'what is the plan for this campaign'. Also use when the user describes a promotion out loud and asks for something the team can actually run. Not for — the whole period plan, see `00-marketing-plan-global`; the list of design files needed, see `41-campaign-asset-list-global`; assigning work to one person, see `64-team-brief-global`; a new product launch sequence, see `59-go-to-market-global`.
Danh gia hieu suat marketing — audit performance ads va organic, chan doan root cause, de xuat toi uu voi action plan 48h va checklist hang tuan.
Use when marketing numbers look bad and the user needs to know WHY — layered root-cause diagnosis across tracking, delivery, creative, landing page, offer, and audience quality, 5-Whys, regional benchmarks for US, EU, SEA, and LATAM, and a 48-hour action plan. Covers dropshipping ROAS and BE-ROAS. Trigger on 'why is CPA so high', 'my ads are not converting', 'ROAS dropped', 'we are burning budget', 'performance is bad this month', 'diagnose the funnel'. Also use when the user pastes a screenshot of numbers with no question attached. Not for — auditing account configuration and scoring health, see `21-ads-audit-global`; writing a report someone else reads, see `07-marketing-report-global`; turning a raw export into insight, see `13-data-analysis-global`.