{"id":99443,"date":"2025-04-08T20:17:30","date_gmt":"2025-04-09T03:17:30","guid":{"rendered":"https:\/\/lavyon.com\/?p=99443"},"modified":"2025-04-08T20:17:30","modified_gmt":"2025-04-09T03:17:30","slug":"doi-thoai-cung-frederic-martel-tu-suc-manh-mem-soft-power-den-thuong-hieu-quoc-gia","status":"publish","type":"post","link":"https:\/\/lavyon.com\/vi\/doi-thoai-cung-frederic-martel-tu-suc-manh-mem-soft-power-den-thuong-hieu-quoc-gia\/","title":{"rendered":"\u0110\u1ed1i tho\u1ea1i c\u00f9ng Fr\u00e9d\u00e9ric Martel – t\u1eeb s\u1ee9c m\u1ea1nh m\u1ec1m (soft power) \u0111\u1ebfn Th\u01b0\u01a1ng hi\u1ec7u Qu\u1ed1c gia"},"content":{"rendered":"

V\u00e0o th\u1ee9 N\u0103m ng\u00e0y 10\/4, Vi\u1ec7n Ph\u00e1p t\u1ea1i TP. H\u1ed3 Ch\u00ed Minh t\u1ed5 ch\u1ee9c bu\u1ed5i t\u1ecda \u0111\u00e0m \u0111\u1eb7c bi\u1ec7t, quy t\u1ee5 nh\u1eefng nh\u00e0 l\u00e3nh \u0111\u1ea1o h\u00e0ng \u0111\u1ea7u trong l\u0129nh v\u1ef1c c\u00f4ng nghi\u1ec7p v\u0103n h\u00f3a v\u00e0 s\u00e1ng t\u1ea1o. S\u1ef1 ki\u1ec7n di\u1ec5n ra nh\u00e2n d\u1ecbp chuy\u1ebfn th\u0103m Vi\u1ec7t Nam c\u1ee7a Fr\u00e9d\u00e9ric Martel \u2013 chuy\u00ean gia uy t\u00edn v\u1ec1 s\u1ee9c m\u1ea1nh m\u1ec1m, h\u1ee9a h\u1eb9n g\u1ee3i m\u1edf nh\u1eefng g\u00f3c nh\u00ecn s\u00e2u s\u1eafc v\u00e0 chi\u1ebfn l\u01b0\u1ee3c cho c\u1ed9ng \u0111\u1ed3ng doanh nghi\u1ec7p trong b\u1ed1i c\u1ea3nh to\u00e0n c\u1ea7u h\u00f3a.<\/p>\n

T\u1eeb kinh nghi\u1ec7m c\u1ee7a Ph\u00e1p \u0111\u1ebfn th\u1ef1c ti\u1ec5n Vi\u1ec7t Nam, bu\u1ed5i t\u1ecda \u0111\u00e0m s\u1ebd kh\u00e1m ph\u00e1 c\u00e1ch c\u00e1c doanh nghi\u1ec7p c\u00f3 th\u1ec3 khai th\u00e1c s\u1ee9c m\u1ea1nh m\u1ec1m \u2013 m\u1ed9t \u0111\u00f2n b\u1ea9y chi\u1ebfn l\u01b0\u1ee3c ph\u1ee5c v\u1ee5 qu\u1ed1c gia \u2013 \u0111\u1ec3 g\u00f3p ph\u1ea7n x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u qu\u1ed1c gia (national branding), m\u1ed9t c\u00f4ng c\u1ee5 marketing \u0111\u1eafc l\u1ef1c cho ch\u00ednh doanh nghi\u1ec7p.<\/p>\n

\"\"<\/p>\n

Trong b\u1ed1i c\u1ea3nh c\u00e1c v\u1ea5n \u0111\u1ec1 \u0111\u1ecba ch\u00ednh tr\u1ecb v\u00e0 kinh t\u1ebf \u0111ang ng\u00e0y c\u00e0ng li\u00ean k\u1ebft ch\u1eb7t ch\u1ebd, ngo\u1ea1i giao v\u0103n h\u00f3a hay “soft power” (s\u1ee9c m\u1ea1nh m\u1ec1m) n\u1ed5i l\u00ean nh\u01b0 m\u1ed9t c\u00f4ng c\u1ee5 thi\u1ebft y\u1ebfu \u0111\u1ed1i v\u1edbi c\u00e1c qu\u1ed1c gia. L\u00e0 y\u1ebfu t\u1ed1 t\u1ea1o n\u00ean s\u1ee9c m\u1ea1nh, soft power gi\u00fap c\u1ee7ng c\u1ed1 t\u00ednh ch\u00ednh \u0111\u00e1ng cho c\u00e1c h\u00e0nh \u0111\u1ed9ng c\u1ee7a qu\u1ed1c gia tr\u00ean tr\u01b0\u1eddng qu\u1ed1c t\u1ebf. Vi\u1ec7t Nam, t\u01b0\u01a1ng t\u1ef1 c\u00e1c qu\u1ed1c gia kh\u00e1c tr\u00ean th\u1ebf gi\u1edbi, \u0111ang \u0111\u1ee9ng tr\u01b0\u1edbc m\u1ed9t th\u1eddi \u0111i\u1ec3m chi\u1ebfn l\u01b0\u1ee3c quan tr\u1ecdng: L\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 khai th\u00e1c ti\u1ec1m n\u0103ng v\u0103n h\u00f3a phong ph\u00fa c\u1ee7a m\u00ecnh nh\u1eb1m \u0111\u1ecbnh h\u01b0\u1edbng c\u00e1c m\u1ed1i quan h\u1ec7 qu\u1ed1c t\u1ebf theo h\u01b0\u1edbng c\u00f3 l\u1ee3i nh\u1ea5t?<\/p>\n

Fr\u00e9d\u00e9ric Martel, nh\u00e0 v\u0103n v\u00e0 h\u1ecdc gi\u1ea3 uy t\u00edn trong l\u0129nh v\u1ef1c ph\u00e2n t\u00edch ch\u00ednh s\u00e1ch v\u0103n h\u00f3a, \u0111\u1ed3ng th\u1eddi l\u00e0 nh\u00e0 s\u1ea3n xu\u1ea5t ch\u01b0\u01a1ng tr\u00ecnh c\u00f9ng ch\u1ee7 \u0111\u1ec1 tr\u00ean France Culture, s\u1ebd \u0111\u01b0a ra c\u00e1c ph\u00e2n t\u00edch chuy\u00ean s\u00e2u v\u1ec1 ch\u1ee7 \u0111\u1ec1 n\u00e0y. \u00d4ng \u0111\u1eb7c bi\u1ec7t ch\u00fa tr\u1ecdng v\u00e0o m\u1ed9t kh\u00eda c\u1ea1nh ch\u01b0a \u0111\u01b0\u1ee3c khai th\u00e1c nhi\u1ec1u c\u1ee7a soft power: l\u00e0m th\u1ebf n\u00e0o c\u00e1c doanh nghi\u1ec7p Vi\u1ec7t Nam c\u00f3 th\u1ec3 bi\u1ebfn soft power th\u00e0nh m\u1ed9t c\u00f4ng c\u1ee5 ti\u1ebfp th\u1ecb hi\u1ec7u qu\u1ea3 th\u00f4ng qua x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u qu\u1ed1c gia (national branding).<\/p>\n

T\u1ea1i bu\u1ed5i t\u1ecda \u0111\u00e0m, Fr\u00e9d\u00e9ric Martel s\u1ebd \u0111\u1ed1i tho\u1ea1i c\u00f9ng c\u00e1c chuy\u00ean gia h\u00e0ng \u0111\u1ea7u trong l\u0129nh v\u1ef1c v\u0103n h\u00f3a v\u00e0 s\u00e1ng t\u1ea1o t\u1ea1i TP.HCM nh\u01b0: Cartier Vi\u1ec7t Nam, Universal Music Vietnam, POPS Worldwide v\u00e0 c\u00f4ng ty thi\u1ebft k\u1ebf Laita Design.<\/p>\n\n\n\n
\n

Th\u1eddi gian: 18h00, ng\u00e0y 10.04.2025<\/p>\n

\u0110\u1ecba \u0111i\u1ec3m: CFVG, 91 Ba Th\u00e1ng Hai, Qu\u1eadn 10, TP. H\u1ed3 Ch\u00ed Minh.<\/p>\n

D\u1ecbch song song Ph\u00e1p Vi\u1ec7t.<\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n","protected":false},"excerpt":{"rendered":"

V\u00e0o th\u1ee9 N\u0103m ng\u00e0y 10\/4, Vi\u1ec7n Ph\u00e1p t\u1ea1i TP. H\u1ed3 Ch\u00ed Minh t\u1ed5 ch\u1ee9c bu\u1ed5i t\u1ecda \u0111\u00e0m \u0111\u1eb7c bi\u1ec7t, quy t\u1ee5 nh\u1eefng nh\u00e0 l\u00e3nh \u0111\u1ea1o h\u00e0ng \u0111\u1ea7u trong l\u0129nh v\u1ef1c c\u00f4ng nghi\u1ec7p v\u0103n h\u00f3a v\u00e0 s\u00e1ng t\u1ea1o. S\u1ef1 ki\u1ec7n di\u1ec5n ra nh\u00e2n d\u1ecbp chuy\u1ebfn th\u0103m Vi\u1ec7t Nam c\u1ee7a Fr\u00e9d\u00e9ric Martel \u2013 chuy\u00ean gia uy t\u00edn […]<\/p>\n","protected":false},"author":23,"featured_media":99442,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[13308,60],"tags":[37324,16648,37325],"class_list":{"0":"post-99443","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-hot-pot","8":"category-tin-tuc","9":"tag-frederic-martel","10":"tag-lavyon","11":"tag-vien-phap-tai-ho-chi-minh"},"_links":{"self":[{"href":"https:\/\/lavyon.com\/vi\/wp-json\/wp\/v2\/posts\/99443","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/lavyon.com\/vi\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/lavyon.com\/vi\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/lavyon.com\/vi\/wp-json\/wp\/v2\/users\/23"}],"replies":[{"embeddable":true,"href":"https:\/\/lavyon.com\/vi\/wp-json\/wp\/v2\/comments?post=99443"}],"version-history":[{"count":0,"href":"https:\/\/lavyon.com\/vi\/wp-json\/wp\/v2\/posts\/99443\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/lavyon.com\/vi\/wp-json\/wp\/v2\/media\/99442"}],"wp:attachment":[{"href":"https:\/\/lavyon.com\/vi\/wp-json\/wp\/v2\/media?parent=99443"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/lavyon.com\/vi\/wp-json\/wp\/v2\/categories?post=99443"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/lavyon.com\/vi\/wp-json\/wp\/v2\/tags?post=99443"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}