minhnv0807/08-nghien-cuu-doi-thu
Phan tich doi thu canh tranh 3 tang (truc tiep, gian tiep, thu cap) — dinh vi, SWOT, content benchmark, tim khoang trong thi truong
npx skills add https://github.com/minhnv0807/ai-business-skills --skill 08-nghien-cuu-doi-thuHoi user toi da 4 cau sau truoc khi bat dau:
> 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
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:
facebook-ads-library-mcp (can Facebook access token voi ads_read)> 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.
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
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) |
Voi moi doi thu, phan tich 8 khia canh:
| 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?] |
| Diem manh | Diem yeu |
|-----------|----------|
| [Liet ke 3–5 diem] | [Liet ke 3–5 diem] |
| 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] |
| Kenh | Co / Khong | Follower / Like | Danh gia hoat dong |
|------|-----------|----------------|-------------------|
| Facebook Page | | | |
| TikTok | | | |
| Instagram | | | |
| YouTube | | | |
| Zalo OA | | | |
| Website | | | |
| Email | | | |
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] |
| 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] |
| San pham/dich vu | Gia doi thu | Gia cua ban | Chenh lech |
|-----------------|------------|-------------|-----------|
| [SP 1] | | | |
| [SP 2] | | | |
| [SP 3] | | | |
| Doi thu | Muc do de doa | Ly do |
|---------|--------------|-------|
| [Ten] | Cao / Trung binh / Thap | [1 cau ngan] |
| | Tich cuc | Tieu cuc |
|---|---|---|
| Ben trong | STRENGTHS — Diem manh cua ban ma doi thu khong co hoac yeu hon | WEAKNESSES — Diem yeu cua ban ma doi thu dang khai thac |
| Ben ngoai | OPPORTUNITIES — Khoang trong thi truong doi thu chua chiem | THREATS — Xu huong/hanh dong cua doi thu de doa ban |
Strengths (Diem manh)
| STT | Diem manh | Doi thu nao yeu o diem nay? | Cach phat huy |
|-----|----------|---------------------------|--------------|
| 1 | | | |
| 2 | | | |
| 3 | | | |
Weaknesses (Diem yeu)
| STT | Diem yeu | Doi thu nao manh o diem nay? | Cach khac phuc |
|-----|---------|---------------------------|---------------|
| 1 | | | |
| 2 | | | |
| 3 | | | |
Opportunities (Co hoi)
| STT | Co hoi | Tai sao doi thu chua lam? | Hanh dong de xuat |
|-----|--------|--------------------------|-------------------|
| 1 | | | |
| 2 | | | |
| 3 | | | |
Threats (Moi de doa)
| STT | De doa | Tu doi thu nao? | Cach phong thu |
|-----|--------|-----------------|---------------|
| 1 | | | |
| 2 | | | |
| 3 | | | |
Ma tran 2x2 — chon 2 truc phu hop voi nganh:
CHAT LUONG CAO
|
|
Doi thu C | [BAN]
(gia re, | (gia vua,
chat tot) | chat tot)
|
------- THAP -------- CAO ---- GIA
|
Doi thu A | Doi thu B
(gia re, | (gia cao,
chat thap)| chat thap)
|
CHAT LUONG THAP
| Truc X (ngang) | Truc Y (doc) | Phu hop voi nganh |
|---------------|-------------|-------------------|
| Gia | Chat luong cam nhan | Spa, F&B, thoi trang |
| Truyen thong vs Hien dai | Dai chung vs Niche | Giao duc, cong nghe |
| Tien loi vs Trai nghiem | Binh dan vs Cao cap | F&B, ban le |
| Online vs Offline | Tu phuc vu vs Full service | Dich vu, SaaS |
Huong dan doc ban do:
| Loai khoang trong | Cau hoi kiem tra | Phat hien |
|-------------------|-----------------|-----------|
| Khoang trong san pham | Co nhu cau nao khach dang tu giai quyet (DIY) ma chua ai phuc vu? | |
| Khoang trong gia | Co phan khuc gia nao chua co ai chiem? (giua binh dan va cao cap) | |
| Khoang trong kenh | Co kenh nao doi thu bo ngo? (Zalo? Email? TikTok Shop? SEO?) | |
| Khoang trong noi dung | Co goc do noi dung nao chua ai lam? (behind scenes? giao duc? data?) | |
| Khoang trong trai nghiem | Co buoc nao trong hanh trinh khach hang chua ai lam tot? | |
| Khoang trong | Muc do hap dan (1–5) | Kha thi (1–5) | Uu tien |
|-------------|---------------------|---------------|---------|
| [Gap 1] | | | Cao / Trung binh / Thap |
| [Gap 2] | | | |
| [Gap 3] | | | |
Voi moi doi thu, chon 5 bai/video co tuong tac cao nhat trong 30 ngay gan nhat:
| STT | Doi thu | Dinh dang | Goc do | View/Reach | Engagement | Tai sao hieu qua? |
|-----|---------|----------|--------|-----------|------------|-------------------|
| 1 | | | | | | |
| 2 | | | | | | |
| 3 | | | | | | |
| 4 | | | | | | |
| 5 | | | | | | |
| Pattern | Mo ta | Ap dung cho ban |
|---------|-------|----------------|
| Hook pho bien | [Kieu hook doi thu hay dung] | [Ap dung / Khong ap dung — ly do] |
| Dinh dang manh | [Video/Carousel/Text nao hieu qua?] | |
| Thoi gian dang | [Gio nao, ngay nao?] | |
| CTA hay dung | [Loai CTA nao?] | |
| Yeu to viral | [Diem chung cua content hieu qua?] | |
| Bai hoc | Tu doi thu nao | Ap dung the nao |
|---------|---------------|----------------|
| Format noi dung hieu qua | | [Mo ta cach adapt] |
| Kenh dang tot | | [Mo ta cach trien khai] |
| Cach xu ly khach hang | | [Mo ta cach cai tien] |
| Chien luoc gia | | [Mo ta cach dieu chinh] |
| Dieu khong nen copy | Ly do | Lam gi thay the |
|--------------------|-------|----------------|
| Copy y nguyen noi dung | Mat ban sac, bi so sanh bat loi | Lay y tuong roi adapt theo brand voice cua ban |
| Chay theo gia thap | Cuoc dua ve day, khong ben vung | Canh tranh bang gia tri, khong bang gia |
| Bat chuoc dinh vi | Tro thanh "ban sao re hon" | Tim goc doc, dinh vi khac biet |
| Theo trend ho da lam | Di sau, mat hieu qua | Tim trend moi hoac goc do moi cho trend cu |
| Loai moat | Doi thu co? | Ban co? | Hanh dong |
|-----------|-----------|--------|----------|
| Brand recognition — Khach nho den ho dau tien | | | |
| Network effect — Cang nhieu khach, cang hap dan | | | |
| Switching cost — Khach kho chuyen di | | | |
| Data advantage — Ho co du lieu khach hang lon | | | |
| Content library — Kho noi dung lon, SEO manh | | | |
| Community — Cong dong trung thanh | | | |
| Distribution — He thong phan phoi/kenh manh | | | |
| STT | Hanh dong | Dua tren phat hien | Muc do khan cap | Timeline |
|-----|----------|--------------------|-----------------|---------|
| 1 | | | Cao / Trung binh | Tuan 1–2 |
| 2 | | | | Tuan 2–4 |
| 3 | | | | Thang 2 |
| 4 | | | | Thang 3 |
| 5 | | | | Dai han |
09-insight-khach-hang02-brief-chien-dich05-copy-quang-cao10-tinh-kpi-nguoc00-ke-hoach-mktTruoc khi giao bao cao, kiem tra:
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