Dd^i vdi ngUdi tieu dung TP.Ho Chi Minh, hg chi quan t a m den nhffng gi ngffdi khae ndi den neu do la nhffng dieu ma hg thieh nghe, hg thffdng tham khao y kien cua ngffdi khac nhffng cu
Trang 1MARKETING THEO PHUONG P H A P OjA L? VA NHOfNG A N H Hl/dNG
C O A VAN H 6 A VDNG MI^N O^N H A N H VI NGl/Ol TlEU D D N G
L e V a n N a m *
1 Gidfi t h i f u
Geo marketing (GM), hay ggi theo each
khac: Tiep thi theo phffffng p h a p dia ly, la
giai p h a p ffng dung eong nghe Gis (he
thd'ng thong tin dia ly) vao linh vffe
mar-keting da dffgc sff dung d nhieu qud^c gia
t r e n the gidi
Cu the hgn, no la mgt n g a n h khoa hge
trong linh vffe nghien effu thi trffdng
Trong dd, ngffdi ta sff dung eae thong tin
ve vi tri dia ly de hoach dinh va xay dffng
he thdng marketing chien luge Diem dae
biet eua GM la p h a n tich vung mien dia
ly de dUa r a giai p h a p tiep thi phu hgp
vdi dac diem van hda xa hgi eua tffng
vung kinh doanh GM bao gdm: '
• Gis (he thdng thong tin dia ly) nhff
cac loai b a n dd sd^, p h i n m e m Gis (Esri,
Acrgis, Mapinfo, Moskito )
• Cae loai dff lieu nhff dff lieu khong
gian, dff lieu thuge tinh, dff lieu n e n , dff
lieu ve s a n p h a m , k h a c h h a n g , t h i
trffdng, do'i thu kinh doanh
Trong p h a m vi bai vie't cua minh, tae
gia ehi t a p trung p h a n tieh dff lieu ve '
h a n h vi mua s i m va tieu dung eua k h a c h
h a n g d hai mien Bae va Nam va dai dien
eho 2 vung mien nay la 2 t h a n h phd ldn
la Ha Ngi va TP Hd Chi Minh Cac ke't
qua cua p h a n tich va d a n h gia ve van hda
vung mien a n h hffdng de'n thdi quen mua
sam va tieu dung eua ngffdi tieu dung d
hai mien Bae va Nam ed the sff dung
trong viec xay dffng mgt he t h d n g
mar-keting chie'n luge cho doanh nghiep t a i
Viet Nam Tuy n h i e n , t h i e t thUe va hieu qua hgn ea dd la viee sff dung nhffng ke't qua p h a n tieh d a n h gia n a y de dUa ra eac boat dgng m a r k e t i n g mgt each hieu qua
n h a t den ngUdi tieu dung Ha Ngi va TP
Hd Chi Minh
NgUdi mien Bae thieh "thuong hieu", ngudi m i e n Nam s i n s a n g thff s a n pham mdi NgUdi m i e n Bac thieh quang cao
"dao to bua ldn", ngUdi m i e n Nam lai thich h a i hUdc, vui nhgn Su t r a i dai ve dia ly va sU phong phu trong v a n hoa, lieh sff da h i n h t h a n h n e n mgt Viet Nam vdi nhffng thdi quen r a t dac trffng Chinh nhffng "dac trffng" dd da tac dgng sau sac den thoi quen va h a n h vi mua sam cua ngffdi tieu dung tffng vffng mien Tat
n h i e n , khong ed n h a s a n xuat nao chi san xuat thffe a n cho ngffdi mien Bae, cung chang dich vu nao chi phue vu rieng cho ngffdi mien N a m nhffng t r e n thffe t e , da
cd nhffng loai d i u ggi ma chi cd ngffdi mien Tay N a m bg mdi xai, nhffng loai bia chi cd ngffdi mien Bac mdi uong va chi co nhffng gia ea ma chi cd ngffdi Sai Gon mdi dam mua Viec p h a n tieh h a n h vi mua sam va tieu dung cua ngffdi tieu dung Ha Ndi va Hd Chi Minh chinh la viee t i e m hieu va p h a n tich nhffng n h a n
td a n h hffdng de'n qua t r i n h dffa r a quye't dinh mua bdi vi ehinh nhffng n h a n td nay tao n e n thdi quen mua s a m va tieu dung eua ho
• Le Van Nam, Thac si kinh te, Vien Quan tri Kinh doanh, DH Kinh te Quoc dan, Ha Npi
Trang 2MARKETING THEO PHUONG PHAP DIA L t VA NHQNG ANH HL/dNG CUA VAN HOA VUNG MI^N NGHIEN CUU • TRAO DPI [ ^ H
2 Nhufng n h a n to a n h h i i d n g d e n
qua t r i n h dvia ra quye't d i n h m u a ciia
ngvidi t i e u d u n g 6 Ha Npi va TP Ho
Chi M i n h
Tinh cd nhdn so vol tinh tap the
Ngffdi tieu dung TP.Hd Chi Minh r i t
doc lap va t h i e n ve tinh ca n h a n trong
khi dd ngffdi tieu dung Ha Ngi chiu a n h
hffdng bdi t a p t h e Theo nghien effu cua
Nielsen Viet Nam eho t h i y vai tro eua
nhffng ngffdi xung quanh a n h hudng r a t
nhieu den quyet dinh mua sam eda ngUdi
tieu dung Ha Ngi( 99% bi a n h hudng bdi
ldi gidi thieu cua gia dinh, 9 1 % bdi ban
be, 94% bdi h a n g xdm, 83% bdi dong
nghiep, do'i tae) trong khi dd nd lai ed it
anh hudng hon den ngUdi tieu dung TP
Ho Chi Minh( 94% bi a n h hudng bdi ldi
gidi thieu cua gia dinh, 7 1 % bdi ban be,
42% bdi h a n g xom, 52% bdi ddng nghiep,
dd^i tac) Dd^i vdi ngUdi tieu dung TP.Ho
Chi Minh, hg chi quan t a m den nhffng gi
ngffdi khae ndi den neu do la nhffng dieu
ma hg thieh nghe, hg thffdng tham khao
y kien cua ngffdi khac nhffng cud'i cung se
mua eai ma hg nghi la td^t nhat Ngffgc
lai, ngffdi tieu dung Ha Ngi thffdng lang
nghe va lam theo ldi khuyen cua ngffdi
khac khi mua sam, y kien eua ngffdi khac
la kha quan trgng dd^i vdi hg Hg thffdng
sg mac sai lam khi tff minh quyet dinh va
luon hdi y kien ngffdi khac de cam thay
yen t a m hgn khi mua sam Cau hdi dat ra
d day la: Tai sao vai tro eua y kien tap
the va cac dinh kien xa hgi giffa 2 t h a n h
phd^ lai CO nhieu khac biet den nhff vay?
Thffe te tff nghien effu cua Neilsen Viet
Nam cho thay ngffdi tieu dung TP Hd Chi
Minh sdng cho ban t h a n nhieu hon va
khong quan t a m "lam" ve nhffng gi ngffdi
khac nghi trong khi dd ngffdi tieu dung
Ha Ngi co xu hffdng hi a n h hffdng bdi eac
y kien tap the va cac dinh kien xa hgi
nhieu hgn la vi hg khong chi sdng cho
rieng minh ma con quan t a m den viec
nhffng ngffdi khac nghi gi ve minh An
mac, ve be ngoai la r a t quan trgng, hg cam t h i y c i n phai tuan theo nhffng nguyen t i c va chuan mffe n h a t dinh cua
xa hgi Do do, de gianh dffgc niem tin cua ngffdi tieu dung Ha Ngi, khong chi don gian la gianh dffgc niem tin cua mgt ngffdi ma la niem tin cua ca t a p t h e Neu ap dung phffgng phap p h a n khue thi trffdng thi vdi tinh dge lap trong mua sam, ngffdi tieu dung TP Hd Chi Minh gdm nhieu p h a n khue khac nhau, con ngffdi tieu dung Ha Ngi la mgt p h a n khue rieng biet Nhffng p h a n khue nay lai r a t phffc tap, bi a n h hffdng bdi nhieu n h a n to'
va van con la mgt an so do'i vdi nhffng
ngffdi lam marketing (marketer)
Vai trd cua qudng edo vd khuyen mgi
Vai tro cua quang cao la r a t ldn d thi trffdng HA Ngi, so' ngUdi thich xem quang cao t r e n cac phuong tien truyen thong dai chung d HA Ngi (91%) cao hon gap hai lan so vdi TP.Ho Chi Minh (41%) -theo so' lieu cua Neilsen Viet Nam NgUdi
Ha Ngi t h a t sU xem quang cao la mgt ngudn tham khao hffu ich khi muo'n mua mgt mon dd nao do, cam thay tin tudng hOn do'i vdi san p h i m eo quang cao nhieu
va viec hg thich san p h a m nao hon cung phu thuge vao yeu to' ndi tieng cua quang eao do Ngi dung cua quang cao cdng dugc
hg chd y va yeu thich hgn ngUdi tieu dung TP.Ho Chi Minh Ti le yeu thich nhffng
m i u quang eao la, dge dao va hai hffdc lan nhffng mau quang eao co ngi dung a n
y mgt each eo y nghia eung cao hon mgt each khac biet Chi 6% ngffdi tieu dung
TP Ho Chi Minh thich xem quang cao va
bi a n h hffdng bdi nhffng gi chieu trong quang cao do, trong khi ti le nay d Ha Ngi la 23% - theo sd heu cua FTA Dieu dang chu y la sff yeu thich phong each quang cao giffa cac mien eung r a t khac nhau Theo nghien effu eua FTA, ngffdi tieu dung Ha Ngi thich nhffng m i u quang cao am hffdng "dao to bua ldn", trong khi ngffdi tieu dung TP Hd Chi Minh thieh
$6 34(7/2010)
Trang 3rn?ii NGHIEN CUU - TRAO DOI MARKETING THEO PHUONG PHAP DIA L? VA NHCTNG A N H HlTdNG CUA VAN HOA VUNG MlfN
nhffng m i u quang eao h a i hffdc hon
Ben canh viee de d a n g bi tae dgng bdi
quang eao, ngffdi tieu dung Ha Ngi eung
hUng thu vdi nhffng boat dgng khuyen
mai trong cffa h a n g va dich vu hau mai
Cac chffong t r i n h khuyen mai trgng vao
gia va giam gia la hinh thffe hg yeu thieh
n h i t , tuy n h i e n van phai dam bao ehat
lugng Ngffdi tieu dung TP.Hd Chi Minh
thi phffc tap hon, chi mgt h i n h thffe
khong thoi thi chffa du de hg lffu t a m
Khong chi thich nhieu loai h i n h khuyen
mai eung luc, moi h i n h thffe eon phai phu
hgp vdi tffng n g a n h h a n g nhff t h e m dung
lffgng san p h a m hay kem qua t a n g cho
nhffng n g a n h h a n g thong dung nhff d i u
ggi, nffde uong, giam gia ban cho nhffng
san p h a m cd gia tri ldn nhff tivi, tu lanh
cung nhff da dang hoa cac chien Iffgc
mar-keting noi chung
Len ke hogch mua sdm
Ngffdi tieu dung TP Hd Chi Minh co
xu hffdng mua sam n h a n h va tuy hffng
Khong bi ap Iffe bdi t a m ly k h a n g dinh
ban t h a n , the hien dang d p va eung
khong CO thdi quen t i e t kiem de cd the
ehi t r a cho cae s a n p h a m d a t tien n e n hg
cd khuynh hffdng mua cac s a n p h a m re
t i i n hon, nhffng chi 62% len ke hoach chi
tieu trong t h a n g , khong nhieu va chat
ehe nhffngffdi tieu dung Ha Ngi Hg thieh
mgt mffe gia ed dinh hon la phai mac ea
Trong khi 55% ngffdi tieu dung Ha Ngi
thich mac ca thi chi cd 28% ngffdi tieu
dung TP Hd Chi Minh thich h i n h thffe
nay - sd lieu eua Neilsen Viet Nam
TP.Hd Chi Minh cung la noi cd sd
ngffdi thich mua sam t a i k e n h h i e n dai
nhieu n h i t (j Ha Ngi, chg v i n la ngi
mua sam dffgc ffa thich vdi (56%) ngffdi
tieu dung ea Ha Ngi sff dung k e n h nay
trong khi eon sd^ dd la (26%) ddi vdi ngffdi
tieu dung TP.Hd Chi Minh - so' lieu cua
Neilsen Viet Nam TP.Hd Chi Minh eung
ffa thieh eae b o a t dgng m a r k e t i n g t a i
diem b a n nhieu hgn H a Ndi Vi the', viec ehu y de'n cac k e n h p h a n phdi, cac h o a t dgng khuyen mai va trffng bay trong effa
h a n g ddi vdi ngffdi tieu dffng TP.Hd Chi Minh ddng vai tro r a t quan trgng Hg eung la ngffdi eoi t r g n g bao bi thie't kd eiia
s a n p h a m , tuy n h i e n t h i e t ke n a y phai theo hffdng nghe t h u a t ehU k h o n g thich mau sac nhU ngUdi tieu dung Ha Ngi
Thi hieu tieu ddng Y)6i vdi ngUdi tieu dung d ca hai t h a n h
pho', chat lugng bao gid cung la yeu to' dugc quan t a m d i u tien, tuy n h i e n , viec dinh nghia nhU the nao la "chat lugng" eon tuy thuge vao tffng loai s a n pham, dich vu eu the eung nhU t r i n h do, kinh nghiem vdi n g a n h h a n g cua tUng ngUdi
Cd thdi quen t i e t kiem nhfftig ngUdi tieu dung Ha Ngi lai r a t chugng h a n g hieu, dae biet la nhffng m a t h a n g giup hg the
h i e n d a n g cap cua m i n h , k h o n g chi la de thoa m a n t a m ly coi t r g n g ve be ngoai, thieh ndi b a t trffdc d a m dong ma eon do suy nghi ve lau dai t h i mua mgt san
p h a m cd c h i t lffgng se t i e t kiem hffn (70%) s i n s a n g t r a t h e m t i e n eho mgt san p h i m mdi hoac dge dao, trong khi do
tl le nay d TP.Hd Chi Minh chi cd (55%)
- so' lieu cua Neilsen Viet Nam Hg cung quan t a m den chat lffgng, xuat xff eua
h a n g hoa nhieu hffn nhffng nffi k h a c va ti
le n a y la tuyet ddi vdi t r e n (94%) Ha
t h a n h eung la ngi doi hdi p h a i dffgc ddi xff nhff mgt k h a c h VIP cao n h a t Tiem
n a n g h i n h t h a n h p h a n khue cao cap ddi vdi nhffng n g a n h h a n g giup ngffdi tieu dung t r o n g tff tin va gay I n tugng ddi vdi ngudi khae la r a t ldn Trong khi dd, ngUdi tieu dung TP Hd Chi Minh thudng chgn nhffng san p h a m dffa t r e n t r a i nghiem chinh thffe tff s a n p h i m hay dich vu dem lai, bao gdm nhffng gia tri hffu h i n h va vo
h i n h nhff t i n h n a n g cua s a n p h i m , dich vu Hg chi mua cai hg c i n hffn la mua de khoe khoang vdi mgi ngffdi va k h o n g tim mgi each de mua cae s a n p h a m d a t tien
Trang 4MARKETING THEO PHUONG P H A P DIA l^ VA NHONG A N H HUONG CUA VAN HOA VUNG M|£N NGHIEN CUD • TRAO DOI [ ^ 1
T h a n h phd nay eung khong doi hdi phai
dffgc ddi xff nhff khach VIP nhieu nhff Ha
Ngi, ma quan t a m den ehat lugng phue vu
nhieu hgn (80%) ngUdi tieu dung TP.Hd
Chi Minh eho r a n g t h a i do phue vu eon
quan trgng hgn b a n t h a n san pham,
trong khi ti le nay d Ha Ngi la (70%) - sd
lieu cua Neilsen Viet Nam
3 D e x u a t m p t so' h o a t d p n g
mar-k e t i n g c h o 2 thi trifdfng Ha Npi v a TP
Ho Chi Minh
Tff nhffng k e t qua p h a n tich ve h a n h vi
mua sam va tieu dung qua viee p h a n tich
cac n h a n td a n h hffdng den h a n h vi mua
Clia ngffdi tieu dung Ha Ngi va TP Hd
Chi Minh, phffOng p h a p Geo Marketing co
the chi ra mgt sd^ hffdng de p h a t t r i e n va
trien khai cac boat dgng marketing cu
the, tffgng thich va ed hieu qua cao khi ap
dung ddi vdi 2 thi trffdng Ha Ngi va TP
H6 Chi Minh
Thi trudng Hd Npi •
Ngffdi tieu dung Ha Ngi ehi co mgt
nhom ngffdi tieu dung ddng n h a t tuy
nhien hg lai la nhffng ngffdi ed suy nghi
phffc tap, lo xa, song khong chi cho rieng
minh ma con quan t a m den viec nhffng
ngffdi khac nghi gi ve minh, thieh h a n g
hieu, t a m ly t a p t h e , mua sam cd ke
hoach va bi a n h hffdng r i t nhieu bdi
quang eao va cae ngi dung cua quang
cao Vi vay eae boat dgng marketing tdt
n h a t la nen t a p trung vao eac kenh
truyen mieng, chu y den eac rao can xa
hgi va van hda dac biet la trong quang
cao Cac chffong t r i n h khuyen mai nen
chu trgng vao gia va v i n phai dam bao
chat lffgng, eung cap nhieu dich vu hau
mai Tom lai ed the eoi ngffdi tieu dung
Ha Ngi la nhffng ngffdi tieu dung "can
than", vi vay cac doanh nghiep luon phai
mat nhieu thdi gian va sff d i u tff ban d i u
ldn de chinh phuc thi trffdng nay Tuy
nhien do dac diem tieu dung t a p t h e , a n h hffdng eua sd^ dong, n e n mgt khi san
p h i m da dffgc Iffa chgn thi lai r i t de de duy tri long trung t h a n h cua hg
Thi trudng TP Ho Chi Minh
Ngffdi tieu dung TP Ho Chi Minh co nhieu nhdm ngffdi tieu dung khac biet, mffe do san sang chap n h a n san p h a m mdi cao, de thff san pham mdi Hg la nhffng ngffdi tieu dung cd xu hUdng sd^ng eho hien t a i , it kha n a n g se tiet kiem tien de mua nhffng san p h a m cao cap,
t a m ly ea n h a n , it thffe hien h a n h vi mua sam theo ke hoach ma thffdng mua ngau hffng Vi vay eac boat dgng marketing nen chu trgng vao cae boat dgng market-ing tai diem ban, cac hoat dgng trffng bay
va khuyen mai trong cffa h a n g n h a m kieh thieh tieu thu, phu hgp vdi thoi quen mua sam n h a n h va tuy hffng cua hg Ben canh
dd do dac diem ngffdi tieu dung TP Hd Chi Minh ed r a t nhieu nhom ngffdi tieu dung khac biet nen cae boat dgng mar-keting e i n da dang hoa, cac boat dgng marketing n h i m duy tri long trung t h a n h cua ngUdi tieu dung edng c i n dugc quan tam C i n phai ed nhffng chien Iffgc mar-keting ehuyen biet de bao phu va n h a m vao dffgc cac nhdm ngffdi tieu ddng khae nhau t r e n thi trffdng nay
TAI LIEU THAM KHAO
Neilsen Viet Nam va FTA Viet Nam (2009), Bao cao ket qua nghien cufu dieu tra thi trUcfng "Ho Chi Minh va Ha Noi nhffng khac biet cua ngUdi tieu diing hai mien", 6/2009
• Ngo Quang Thuat (2006), Xdy dung vd thay
ddi vdn hoa doanh nghiep, NXB Ho Chi
Minh
Philip Kotler (2000), Marketing
Management
Tgp chi Marketing, Sd 57 - 2009