Hoàn Thiện Chiến Lược Marketing Mix.docx

TRU’ NG DAI HQC THU ONG MAI KHOA KINH DOANH THIJONG MAI VU THANH TAM HOAN THIEN TRIEN KHAI CHIEN LU €fC MARKETING KINH DOANH CUA CONG TY TRACH NHIEM HP HAN GIS PM TRUC TUYEN ESC LUAN VAN THAC SY KINH[.]

TRU’ NG DAI HQC THU ONG MAI

KHOA KINH DOANH THIJONG MAI

TRU’ NG DAI HQC THU’ONG MAI KHOA KINH DOANH THU’ONG MAI

VUTHANHTAM

HOAN THIEN TRIEN KHAI CHIEN L CfC

MARKETING KINH DOANH CUA CONG TY TRACH NHIEM HP HAN GIS PYP TRUC TIN ESC

CHUYEN NGANH : KINH DOANH THVONG MAI

MA SO : 60.34.01

LUAN VAN THAC SY KINH TE

HA N t)l, NAM 2014

L©I CAM ON

gia co the hoan thanh luan

Hoc vién

V ii ThdH hT:ini

3.2 Nhéni gift phép hogt d9ng trien khai chiln lirpc marketing mix 73

3.2.2 Gjd 74

J.2.S Cizii iigird'i 76

3 2 6 t?ו >² * !º ºP YOUNG #/$&f"l'zfids) 77

marketing 78

3.3.1 f•fidi frf‹fn 9iiiin frj 4:fide bijlt 6d‹i 78

3.3.2 f'6di n-iJii 9udii iri c6Ji tirpzig dJr6 vy 78

3.3.3 f'fidt irieii ngani ljrc c6icn /iip'r marketing 79

S.4 Aft sc• Herr ng6J 80

B:i ng 2.2: Doanh thu tiing n h‹›m san ph iim In n:tin 2013-2015 „, ,.„„ „ , „, ,411

Rang 2.3: ilan b mqc m t h éng ki n h doanh ciia cfi ng ty FSC 50Bang gié phi dang ky tén mién ciia mot s‹i doi thu canh tranh 52

B:ing ga Hosting chat lupng can cong nghé dren to:in dam may cua cong ty TNHH

gia i phlp tr c tuyén ESC 52

Béeg gi ii hosting eta mot s‹i doi the cpnh truth 53

DA N H !YI UC SCi DO, HIN H VE

Hinh 2 1

L©I M© DAU

ii liiiiig chiéii 1u'‹;c cua kinh d‹›an1i niki t rir‹mg s‹›, cich ling ghép cliicii I

u‹›c c- marketing s ao tonp• tlic chic:ii luoc s a e:ic huéc thi.re hcn D:iy la nhiniy kic th iic ch U L ²b d ?anh cho c.a nhiing doanh nghiép l Dii va nliiing

doanh nghiép hay ct nhin irilii khi i agliicp

- Ctiny trinli iighiéii emu c ua M amoun N Akro u sh 6: ctg (21105)

-“The Effect vf Survives •Murk eiinp lix Element.s vri Customers Suiisfaetivn in the I.’vinpreheii sive Molar Insurance.- An Eiripirical Investigation of Cusieiriers Perspeeiiv 'es in Jardan" tam ‹rich la “Anh liuorig

cua cac yéii th tiép thi hon h pp ve so hat long cua kh:icli li:ing trong l inhvi.ie bao hiém xe: Mot n shién erm thuc nghi(m ve trién x'ong khach ha•s

•Jordan ”

- Cc›ng trin li ogli icu ct cua Kline K li‹iy H‹›oi (20t 1 2) —“Customer

Loyalty, Satisfa ctioii And Marketing Mix: Empirical Ex'ideiice From Int’ant Formula Industry" tain dich la “Khach hang trung thanh, su h:i i long

vé Marketing Mix: Bh ig chimg thuc nghiém th Ng anh cGtip iighiép cf›u g

— Ba i béo khoa hoc cii a Fat had Rahmati (2111 3) —"The study' impact

Company - Kerm ansh ah province" iain ‹lich I a “Ngh iéu cu'u tae d‹›ngcua tiép th] item bo vc tony trung thanh ci'i a KH (Nghicn cdii truc ng h pp:Coup ty Ban hiém Iran - tinh Kerinanshah)”

2.2 "Ii n h hiiih nghién erm de t'ai lroii g n iriic

Da cc› rat u hicu cc›ii y ti iiih ngliién cir s'c licn quan ilcii liu at

ctupc xu:it ban trong dé c‹› th é iiéu ra incit s‹i c‹›ng triiih v'a tae gia sari:

- GS,TS Nguycn B:ic1i Khoa PCiS.TS Nyuyéii Ho:ing Long — Markctiny

th ircmg iiiai — 2t1Ct5 t:ii li(ii u ghi éti can, gi ‹ii thiéu ve cac kiéo tliirc l y

- CiS.TS Nguyen Bach Khoa — Phoning ph ép I nan xac dinh u:ing lirecanh traiih s a hoi nhap kinh t é quoc tc cua cl oa iih nghicp — Tap chi klioa hoc

thciong mai so 46:5/2004

- CiS.TS Tran Minh Dao — Cii:to trinh Marketing ciin b:in, NXB Dat hoc

kinh tf: quoc d:in — 2009

- TS Nguyen Thu9ng Th:ii- Gide trinh “Nhtin g van dé cc ban ciiaMarketing”

- Luan van to nghi(p De t:ii:“Hoan thi(n chién lupc Marketing th:inn

nh a'p thi truéng than Nh(at B:in tai cling ty xuat nh:ip kh:iu vii hpp t:ie quoc

tc Coal imex ” sinh viéii Vii Thj Birth Lip K35 F2 iruéng Flai hgc Th irori gMpi

B:i i b:in klioa h pc cua nhom tac gi:i TS Lai Xu én Thiiy v:i TS.

mdc dp h:ii long cua kh:ich hang tai Chi nhanh Ngan hang Throng mai

chinh s:ich tiép th! 'in: s:in ph:inn (Product), giii (Price), phé n phoi (Place/Disiribution), chiéu thi (Promotion) va con ngu‹ii (People); dong théi, bainghién erm nham lucing hoé t:icdong ciia chinh s:ich marketing hién tai ciiaVCB Hué tl::n m irc do hai long KH

- Béi béo khoa hoc ciia nhom t:ie gi:i PCIS TS Nguyén Th! Minh Hién

va VuThu Hu‹ing (2008) -“Néng cao hieu q ua Marketing theo mo hinh 7Pciia Ng:inH:ing Thuong mai Vi(t Nam”.B:ii nghlen ciiu ciia nhom t:ie gi:iPGS TS Nguyen Thi Minh Hién va Vii ThuHuiin g (2008) da tong h9p cac

ycu to ciia mo hinh markcting 7P trong x:iy d;mg vatricn khai chit:n lucie

marketing hon hop, qua do de xuét céc gi:ii phap nham dépimg tot nh3t nhuc‹iu cua nhc›m kh:ich h éng muc tiéu v:i uang can hi(u qu:i kinhdoanh eua ngiin h:ing.Tuy nhién, bai nghién ciru cua nhom t:ic gi:i chi di san ph:in tich 3th:inh tc› m‹ icua mo hi u h 7P, dfi ID: con u gtrdi (People), guy tri u h

(Process) v phuorig ti(n hiiuhinh (Physical Evidence) v:i chu yen di a trén ca

so iy thuyét Bén canh do, bainghién erm da gép phan b‹› sung he:in thi(n c‹i

so l y thiiyét

emu cutest l iriic ma i k eti ii g s a trién khai chién

Nhin churn c/ac nghién cmi trudc d:iy' déir t:ip trung v:in nang canhiéu qua mark cling cho cdc doanh iighi p dich v u hoac ngliién ciiu cac 1:iedf›ng cua chinh sach tiép thi den m trc dfi 1i/ai long cua kh:ich hang, tuynliien van chua cci dé tai nan nghién ctrs v é trién khai chién l iiric marketingcli‹› dearth nyliicp yia i pliiip trpc tuy én

4, M 9c dfch v:i nhi(m x 9 nghién ctru

Twen ci st iiyhiéii ciru cac ID t huyét v é ch i c:n I u c.tc 1\4arketiny nh i igdac thu cii a c/a c doanh nghiép d |ch vi.i mating san ph:tin d ]ch vi.i ho:in

cite ciia de th 1:i cl:inh g i a dubc thqc trany tric:n kliai cliién l occ mai kctinykinli doanh cua cc›ng ty TNHH giai pli/ap cc›ng iigh é ESC h i én nay v'é de x

lube marketing troiig cae hoa i clci ny kinh d c›anh cua c‹›ng ty TNHI-I yia i ph

p true tnyén ESC

tr

6 Phwong phép nghién emu

Phuong ph:ip luan ciia de ta 1é phuong ph ip ti can h( thong, b19º

chimg logic v:i l|ch su dé xcm x r:t c:ie hoat dong kinh doanh cua cling

ty TNHH gift phép trtic nyéti ESC

Vé phunng pb:ip nghicn erm cu the: Lua(n v6n 19a chpn va sir dung cite

phuimg phap thu thap dir li u s‹i cap vé th ri cap cc› lién quan den chien lu9c

ESC v é it cac béo c6o totrg két doanh the hang mm Tir cac dii l i(u the th

chiéo lu9c marketing cho céc hoat dong kinh doanh dupe hi(u qu:i hon

7 Ket can lu)n viin

Ngo:ii phén mo dau vé ket 1ua( n, 1ua( n viin ducic két can thénh 3 chucing

Iy' luén vé trién khai chién lvoc marketing

view Davids dia what black back case behalf chat

uc Health back

-first Story basis ai.’ a exists list vu Circle shared ’a nicer diary Pa mummy

trinh dich vu mci thi.ic hién dupe

Ma a lifiiig

i iron lire

ton tai pu at trién phai khong n girii g cai tiéii di.ia trén nh crng tien bit klioa h

pcthiii dai de lioéii t liien san ph:ter dich v u cua iiir li,

c/a‹i ti uc tuyén plin ho'Ji v?a tilt kiém chodoanh nyhicp Hay riot mot ciich ngan gpn nganh dich vii giai ph:ip tructuyén ban g‹›m v iéc tit vaa, Jihat ti ten v a tri eii khai lié th ci ng cling ngliéthci ng tin dpa tic ncii tang lntci nct.

h, C•ac hiri c de trié n khai giai ph:ip ti iic tuyén

But‹' 1, Tim hiéu

- Ké hoach qiiaiig cao cang chi tiét, s i(c quan ly cli iéii dich cang tro men

k é lioa ch n li tr

• DOi iupng ti ep nh(an qu rig cao

• Ng3n each

• Thcii gian tién h:inh chién dich

• Hi(u qué mong iriu‹›n thu duqc sau chién djch

Buéc 5 Do lvéng va d‹anh gia két qua

- Nhiing cf›ng c9 phan tich web tién men duqc s’u d9ng de dénh gia cac

chién d ( ch qu:ing c:in v:i do lu6ng do hi(u qu:i so vfii muc tiéu chien lucie

da de ta

- Ket qu:i sé dirpc d:inh gia lién tue v:i d:inn b:to website v:i chien d[ch

markcting dupc thire hi n v6i hi(u qtia tot uu

1.1.2 Kh‹ii nijm vé c diém eiia Marketing d[ch vp

”Marketing dich vu la sir thich right IQ thuy'ét h thing van Ihi tru:Eng

‹lich vu, hao gom gut tvinh Thu nh‹1n, tim hiéu, dénh gia vé théa min nhu cpu cha thi wing nine tiéu bang hé thing cac chinh each, ccic bi@ ph‹:ip the

‹1 ng van loin bet qué lrinh th chic sin xu I cung ii:rig vé lieu Eng irt w thc›ng qua phcin phc›i cac nguc›n If cha th chic ”— Theo Phillip Kotler

Marketing du9c duy iri trorig sp uang dqog qua 1qi gifia cfc sin phim

dich v;j vé nhu can ciia nguéi tiéu diing va nhfmg heat dong cua doi thu

cqnh trarih tréri nen ting can bang l pi ich gifra doanh iigbi(p, nguo'itiéu diing v:i xa hoi

D c diem cua lvl arketing d|ch v p

- Nghién cini nhu cau, da)c diem nhu cau ciia thi tnréing v:i nhiirig yéu to

chi phoi thj iriréng mpc tiéu

- Thoa man nhu cau co hieu qu:i cao hon c:ie doi thii canh tranh tre“ n ccs’‹ khai thic vii huy dong tiit ct cfc nguon li c cua to chiic

- Thjjc hi)n can bang dong c:ie moi quan h( s:in phém dich vu (loai hinh,

so lupng, chat lirpng) véi su thay doi nhu cas ciia khich héiig

thu hi‹:n co va ti‹:in uang tre"n th| trudrig Ciin cir viio luong thong tin dii

ihjrc hi(n thco mot quy trinh co hiring dich cu thc, phii hpp v6i nhirng

nghi(p cc› the ducic hiéu nhu sau

-“Chiéri lvoc marketing ID m t hé thing luqn diém logic, h9p Ij thin can cé chi dao mét doe vi it ch IU tf H h loin cd ch i‹ii ii éi n6ii'zi w6ihin

nhiiiig phan ihi tnrérig ma co thé ph9c v9 i‹›t nhat, xét theo gdc d( canhiranh Dc› i vfii moi ph én th| tr ’ang muc tiéu ducic chpn can x:iy dung mot

B:in chat ciia chién lucic marketing la c:ich thuc doanh nghi(p khai th iic

va sir dung hi(a qu:i cac diém manh, cac cong cc c h tranh hién c‹› D‹› cfi

thirc liién de dam b:i n ctiien lupc marketing trong '“ii

1.2 Ph"a n d)i

n h

doanh nghi(p dJ ch x'ij

khai chién I ture marketing ciia

1.2.I ff 6éi nir'm, sjr erm ifiiéi r‹i ri thé t'iiii irién hunt chiéri liijzc

chat t rién khai ehién fume marketing kinh doanh

Laip ké hoach cho iriot chién tune marketing en thé doaiih nghiép

khac trong két hoach cua cong ty en thé mhm chirong trinh ho tro nghién ermv'u phit tric:n, curry tiny, san xuat, nh:i n su, tai chinli, , Ké hoa ch Markctiiig 1:i

II:iiiti gia, ki ém tra kiéni soét chién luec Marketing mix

nine dc doi hoi cua tin li the marketing Phucing phap tliuéng diroc su dung laglinting ph ép thiéi I ap rna tran TGWS ilong

trong dai tran cua doanh nghi(p €1 dfay

TCI WS

Strengths (diém m

gnh)Li(t ké nhfmg diémmanh chit yes ciia

Weaknesses (diem yéu)Li(t ké nhfmg diém yenchu yéu cua DNOpportunities (cc hoi)

Li(t ké c:ic ca Vcii ca

b:in cua DN

Cac chién 1u‹ c S-O :

CL Sir dung the mph

dc ta(n dung cc hoi

C:ic chién lucic 5—T :

CL Tin dung di éoimanh de né trénh nguy

ca, dc dna

Céc chién lupc W-T

CL Han ché diem yen &

né tr:inh nguy cci, dc dna

Co rét nhién mo hlnh Marketing hGn bpp hay cos g‹›i lé Marketing-mix

nhu mo hinh cua Bordcn, Frcy, Howard v v Tuy nhicn, mo hinh

Marketing-mix 4P ciia McCarthy l é mii hinh ton tar lau va phfi bién nh3t Mohinh 4P g‹›m

P4:Chiéu th| (Promotion)

Tuy nhién thuc te cho th5y ting dpng 4P cho Marketing dich vp se b.i hanché but tinh da dang n:ing ‹tong cua nen kiiih té d|ch vu dfi i h fi i phiii quan

th nhiéu han ten c:ie yen to c:inn tinh ciia kh:ich h:ing de nang cao chat

lupn g dich vp.Vi va( y, Marketing —mix dich vp ngo:ii 4P truyén thcing can

vp (Process uf scrviccs) va P7: D|ch v9 kh:ich h:ing (Provision of customerservices)

Situ phii m d)chvp:(Product)

la yen t‹› dan tién trong h( th‹›ti g marketing mix cua 7P trongmarketing dich v;i Ch:it In rig san ph:tin dupe ilo tiring giiia sir ki vpng cuakh:ich hang va chat luong tiéu diing hp nhan dupc Sé th:it vpng, khfi ch]u khi

su dung s:in pham khong nhu mong dci; ngucic lai, kh éch h:ing hai long,vui ve khi ch:it lupng sin pham khfing clii dap Eng nil cfin cc› the vupt qua

mong dpi C:inn nhan va d:inh gi:i cua kh:ich h:ing m‹ii 1:i s;r cling nh a) n

quan trpng cho chét luong s:in ph3m

Trong Marketing, thuat ngii s:in pham ngo:ii tighia h gp diing de chisati pham hiru hinh, con maiig nghia rong ID bao gem ca siui pham hiiuhinh va san ph:inn vo hinh nh ir : san phiim y timing, s:in ph:inn dich vu .v v

Theo tiéu chuan ISO 9001 -2000: Khai ni(m dich v9 la két qua mang l

qi iih‹i céc heat ‹long titong tae gifla nha ctiiig cap va khéch hang, cling nh u

nh‹i c:ic hopt dong not bo ciia ngucii cung c:ip dé d:ip ring nhu can ngiro'i tiéu

diing Mot dich vu chi ton tar khi tao ra dirpc niém tin va uy tin v6i khéchh:ing Khach hang st vtia ID ngu'éi dna ra ti éu chuén cho d]ch v9 Pa I a iigu‹

i tiéu thu

Giii d)ich vy(Price):

Y nghia cfia gi:i c:i: €iié mang lai doanh thu v:i 1cii nhuan cho doanh

nghicp dong tho'i tae ra chi phi cho kh:ich hiing

Cac e’nu ttoo

vao mite do thoa iniin ciia kh:ich héng klii dune cung c:ip dich vp nhir c:ie yéu tc› chi phi canh tranh, ngoai ra cfin ph:ii phii h 9p véi vien ciinh thi tracing:

Cfiien firpc giii: Oé dna ra mot chicn lucie gi:i thich hop, doanh nghi(p

ph:ii quan tain den cac yes tc› u hu:

Nhu

thei diéra 6o dfi doati h nghi(p phai lufiii tint hiéu, nghiéo ciiu dé xem sq cdo thiét ciia s:in ph:inn d[ch v;i den kh:ich héng ’a mxic dé nao.

Chi phi dJch vi.i.’ ban gom bién plii (chi phi bién dot trén mot d‹ n v|

san ph:inn) v é d|nh phi (chi phi cc› d[nh) Chi phi la yen to chit yéu quyét

lpi nhu(n ciing nhu canh tranh trén thi tru6ng

Cciiih tranh nghién erm gi:i ciia tloi thii canh tranh dé duanh nghiép

co the diéu chinh gié ciia minh phii hpp hon

Béng 1.1: Céc Chién Logc D]sh GIé during Dyng '

gi a tri thirnng hi(u thu, lpi nhuan tre“ n

I non vj can vfi hy sinh iloanh ski.

’ gi;i tucing

Chi phi khi bien phi chie'm ty I(

can C‹ziib Iranh déi th ii khfi tham

gia

Chieii l upc gi:i thd m l hli u thj tuning:

G i:i thap hcin so véi gié tr) thucmg h i (u

Dpt doanh sci cao nhinig ph:ii hy sinh lpi

nhiién thuimghieu

Kh‹i‹ h hanp n hay vé gié cao

Chi j›hi , ty IQ bién phi thap

Cain tranh Khfing gfiy chie'n vé gIa,

khi›ng quan tfim Chieil l upc

hiéu theo da Canh tranh Khi l ufin tim cach t:in cling

U u diém

charity bau TV radio,

truyéii thong tin Jén

iiéni iidng, il aii dén ling phi

triiyéii thcing khuyén mat kliac

•It t‹in chi plil

•Thfing tin dé dirpc chap nhfin, tin cay

•Thriii g tin du iyc quart

tan hen quang cao

IVlarketing triye tiep

La h i nh ihuc su dung

:hu,

Email Fax dé ti uyéii

trong vi la dich vi.i li én

D|ch vij khéch ha rig:(Provision of’ customersevices)

Dich v9 kliach hang la hoat donp• 1:inn cho dich vu cua doaiih n gh l ep

phii hop t iii iufic can nhat vfi rién g bi(t dli v’ 'i limg k ll ach hang, l ud›ri tint

Cfifirfi sécli cfjc'fi vp kh ét’h fizinp.

Via:c 1:ip ncn incit chinli each dich sy kh:ich h:my hicu qu:i clircic xcinnhii chicii tune pliat ti icn chung cho to chiic, vfii cac ph ircnp phap phan loa i

d |cli vii, ngli i én cirii tire ra kli a ch hang mcc tié u, tré m cCf il‹7 dG CHttg c:i[I dich s u

“n Inc do,