BQGIAODUCVADAOTAOTRI1I3NG D Q HQCC O N G NGH(ETP HCM NGUYENQUANGHONG NH GYEUTOANHH O N G T O QUYETDINHM UATHIETBIYTECUACONGTYROCHEVIE TNAMTAICACBENHVIENCONGTHUOC KHUVDCTP HCM LUANVANTHACSY Chuyennganh[.]
Trang 1ngénh:60.34.01.02 HUTECHL|BRARY HUNGDCKHOAHOC:TS.TRIIONGQUANGDQG
TP.HOCHIMINH,Thiing06nam2015
Trang 2Uy vién, Thu
CONGTPHDUOCHOANTHANHTAITRUI3NGD A I H OC C O N G NGHE
X:icnhanc i i a ChutichHoido ng danhgiiiLuanvans a u khiLuanvandlldupcsuachua(néuco)
ChittjchHoidongd:inhgi:iLu§nviin
Trang 5inlufynviin
NGUYENQUANGHUNG
Trang 6nghiénc6uthitwr i g ,nghiéncuuhanhvimuacuakhachhangdotviiisanpham,dichvumaDNm l n h cung cap.Théingthuéiig,situphémvad|ch vucuaciicdoanh
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Trang 7Thongquaphongvans‹ibotacgiadahiu chinhthangdonhapthénhthangdochi nhthuc.Kétqu:i
cfiaqu:itrinhnaydiixacdnhviixaydqngthangdocho10yéutotacdongchinhla :tuvanmuahang,c f i n g ngh(thiétbi,giahoachat,chfitlupngthiétb)v:ihoachat,giiithiétb|viivattutiéuhao,d|
chvpsaubanhang,tiépth)s:inpham,uytincongty,til(chiétkhau,thuonghi(u
T:icgiadlitonghppciickétqu:ikhiiosiitthongquab:ing
cauhoivciisc›lupngmaun= 250v:ixulybtingp han m e m S P S S detinhcac h(s o Cron
bachA l p h a ,phantichnhéntokh:innphaEFA,phantichANOVAvaphantichhoiquyvéiimucynghia5%.Kétquachirarangcositu nhantotacdongchuyéudenquyétd|nhmua
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kh:ichhang latochuc.Dongthcriciingdnaram(tsoh:ynchécuanghién cfruva
huémgnhiingnghiéncihitiéptheo
Trang 8nobodyinnothesisandnowork.Somebooksongeneralgrouppurchasingd e c i s i o n havebeenreleasedb u t noresearchhasbeenpublic.
Aftert h a t , a u t h o r designs s t u d y modela n d s c al es tomeasurea l l listedf a c
t o r s Studym o d e l areclearlyw r i t t e n fromb a s i c scale,quantitativeresearch,stepstomakethequestionnaire,methodst o collect a n d analyzedata
Byinterviewsamples,authorhaseditedscalesfromb a s i c toofficial.Theofficialo n e i n c l u d e s 10factorsw h i c h a r e : b u y i n g c o n s u l t a n t , t e c h n o l o g y , p
r i c e o f reagent,q u a l i t y o f medlcali n s t r u m e n t s a n d reagent,p r i c e o f instrum
entsa n dconsumables,aftersale
service,productmarketing,charismaofcompany,discountratio,brandn a m e T h eauthorsummarizes a n d analysesc o l l e c t e d resultsf r o m questionnaireb y S P S S
Trang 9withs a m p l e n=250t o caculateC r o n b a c h A p l h a , E F A ,ANOVAa n d regressiona n a l y s i s undermeanv a l u e 5 % Eventually,t h e r e a r e six
Trang 10factorsmainlyaffectingongrouppurchasedecision Theyaretechnology,priceofreagent,quality ofmedicalinstrumentsandreagent,priceofinstrumenta n d consumable,aftersaleservice,charismaofcompany
Fromallabove,authorhavemades o m e suggestionsontechnology,price
o f i‘eagcnt,qualityofm e d i c a l instrumentsandreagent,priceofinstrumentandconsumable,a f t e r saleservice,charismaofcompanytohlghertheeffectstogrouppurchased e c i s i o n Thesuggestions als ofollowedbysomeconsiderationo f thesislimitationandideasforpost-research
Trang 11DANHM4,JCCACTIfVIE
Trang 17Bang4.37:Thongké tchungvequyétd|
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Nam 80
Trang 19ynhién,hi(nnayrig:inhyté noichungvah(thongkh:tinchiiab(nhnoiriéngdangdoima)tvoinhie“ ukhokhiin,thachthucphiiivuptquadedaptingnhucau,d’oiho
t h i é t b j yt é d u o c p h é p n h a p v e V i ( t N a m ( T h o n g t u 1 5 BYT/TTngay18/11/1992)
-Hi(nnaytrénthitruéngYi(tNamcorat nhiéucéingtythiétbiytériottiérigtrénthegioidanghoatdongs a n s:ingtuvfing i : i i phaptrpn g o i vacungcapcactrang thiétbJchoc:icb(nhvi(nclingnhucung coratnhieucongtycungcapcacsanphamxuiitxutitTrungQuoccochatlupngkhongcao,tuoithpsudungngan.Nhfmgcongtynaycanhtranhkhoc1i(tv‹iinhaudetranhgianhthiphan.T u y
Trang 20nhién,v i ( c m u a s a m t h i é t b (iY t é noic h u n g o nuoct a h i ( n n a y r a t p h i r c t a p C
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hiéubiétho(acdoqu:ichintrpngvaogiathanhdemangl a i hi(uq u : i kinht é c a o nhat C
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u:itrinhraquyétdinhmua.Delamriicacyéuto:inhhuéngtéiquatrinhraquyétd)nhmuaciiatochfrcYtécong,tfiiquyétd)nhchpndetaichonghiéncfrucuaminhla:“Nfitlzig
yéutoénhhirég HiquyétdJiihincathiét#fyté eracciogtyIlocheV i e t Nam
1.2Tiingquanvévandénghiénemu
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Trang 21nh khiinangcfia doanhnghi(pv:icuoi cilnglasukéthpphai yéutonay
TS.VfiT h a n h S i r n , “ C a n h tranhdoiv ikhuw e co“ng.K i n h nghiemqu‹5‹:
TS.DJ
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cfru,lamc‹s o khoahpcchovi(choachdinh chinhsachngénhyté.
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1.3Muctiéuvitnhi(mvunghiénelm
Detaixécd[nhcacmuctiéucannghiéncttusau:
Trang 22-Xiicdinhcac 'utotinhhuéngteiquyétdinhmuathiétbiytécuab(nhvi(n
- Doluéingmucdot:icdongcfiatimgyéutodenquyétdinhmuathiétb[ytécfiacongtyRocheVi(tNam‹iciicb(nhvi(n
- Dnaramotsohiimychinhsachnhamtacdongdenquyétdinhmuacfiato
c1aiicdoivoisénphflnitarcacDoanhnghi(phiennay
nnghhiiéennemu1.4.1 Di‘iitirirngnghiénctru
Doitupngnghiénciiucfiadetailanhiingyentoinhhuéiigdenquyétd)mhmuathiétbiytécfiacongtyRocheVi(tNamociicb(enhvi(ncéingthuockhuvpcTp.HCM
1.4.2 Ph;jmv i nghiénc tru
Cécb(nhvi(ncongthuockhuvpcTP.HCMcomuathiétbiytécuacf›ngtyRocheVi(tNam
1.5 Phwoiigph:ipnghiéncfru
Nghie“ nctiudupethuchi(nthongquahaigiaidoanchinhla:nghiéncfrudinhtinhvanghiéncfrudinhlupng
(1) Nghiénc t i u d|
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(2) Nghiénciiud ] n h l u p n g d v i c i c s t d d p n g t r o n g g i a i d o a n n g h i é n c t i
u b a n gkythuatphfingvéntrpctiépc:iclfinhdaovanhanviéncicécb(nhvi(ncfingthuockhuvpcTP.HCMthongquabringcauhoichitiét.Cachthuclaymaulachpnmauthuant i ( n , phix: i c s u a t Dfi1i(u saukhit h u t h a p s e dupcxul y bangp h a n mémthongkéSPSS16.Thangdodupckiémd|nhbringh(soCronbach’sAlphavaphén
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Trang 23Chirong4:Két quanghién Trinhbayphuongphiipphfintich,kétqué
nghiénc6u
Trang 24Chuirng5:Kétlu§nvItmgt sohamy:Tukétquaphéntichdnarahémynhamgiupcacnh:iUhdaodnaranhiingchinh
téngdeph:ithuynhfintoconnguoi,thucdayxahoiphattrie“ n;d‹›ngthcriciinglamottrongnhfmg
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chainséicsfrckhoenhandanluondnpcDéngvaNhanuéctadacbi(tquantain.De nguoid a n cos f
ic kh oe t o t , motyé ut o khiingk é m phanq u a n trpngg o p phandolaciic
b(nhvi(ndekiémtravadiéutr|
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mn:iychua
nambatdupcnhucaucuakhachh:ingVi(tNam,hayladochatlupngin:iymocchua
Deliimrovand“énaytiiiquyétdinhchpndetaichonghiéncfrucuaminhla:“NfitlzigyéuterAr ihhirgtéiquyétdi.ah
Trang 25CHUONG2 :
C€ISPLYTHUYETVAMOHINHNGHIENCNU
Chuong1 ‹Higioithi(utongquanvedetiiinghiéncfru.Chuong2nhammucdichgiéiit1ii(uccst1ythuyétvequyetdinhmua v:ic:ie yéu totacdo(ngdénquyét
‹tinhmiiaciiakhachh a n g t o chiic 4 ird o nghiénc i i i i dnarac i i c th:inhphant r o n gmohinhnhiingyéuto:inhhuéngtéiiquyétdijnhmuathiétb)ytécfiacfingtyRocheVi(tNamocacb(rihvi(ncfingthuockhuvpcTP.HCM.Chuongnaybaogom:
(1)Lyluanvequyétdinhmuacfiatochuc,(2)Mohinhnghiénciniciicyéutotiicdongdenquyétd|nhmuahéngciiatochuc
Trang 26c:icthitriiéngtiéudung,cahaithitouringdéubaogomnhfmgnguoidongciicvaitrémuavadnaranhfmgquyétdinhmuadethoamanc:icnhucau.Nhungtrénnhiéuphuongdi(nkhiic,cécth]truéngtochirccon h i cuk h : i c b i e t v é i i n h u n g t h 1 tr»ººbtiéudiing.Nhiingk h a c b i ét c h f i y é u n a m
+C‹itinht(aptrungve“ma(t dialy hon
+Nhuc a u ciiathitruéngt o chuc lanhuc a u co tinhp h é t s i n h (deriveddemand),veciibiinnobatnguontu’nhucauvesanphamtiéudiingcho
nguéitiéudungcuoicung.Neunhucauciianhfmgngu“‹itiéudiingcuoicunggiémxuongthinhucauvetu1i(usituxuatcanthiétdelémrachiingciinggramtheo
+Trongc:icth(itruéngtochuc,nhucaukhongcéitinhcodan(h(socodimcfiacautheogiiithap)
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vehanghoavadJchvptiéudung.MottiI(phan tramnhocuasirgiata’ngnhucauciianguoitiéudungcothedandenmottilegiatangléiitrongnhuc f i u tu1i(usanxuat.Cac
Trang 27+Ngoairaconmotsodacdiemkhaccuakhachhangtochuc,nhuxuhuémgmuatrpctiéptu’n g u é r i sinxuathonlaquatrunggian;xuhuéngthuémuénthayvimuangaycangtiing
u ciingkhongph:iilamuctiéu,boivinéuchocackythuatviénvanhanhvciithiétbikémchatlirpngv:ilainsai1(chkétqu:icuab(nhnhfin,anhhittingtoiquyétd]nhdiéutr)cfiaciicbéc
sIthib(nhvi(nseg(apnhiéuhauquitkhiinluéingthamchiséb(itruyciiutr:ichnhi(mhinhsq.Bangiiimdocb(nhvi(n,nhénviénphongtrangthiétbi,ho)acnhénviénphongxétnghi(mcfiab(nhvi(n phaitimkiémnhilngcfingty,tapdoiincungcapthiétb|
céichatlupngd:tinbirohayvuptléntrénmottiéuchufintoithiéunhatdinhviigiiilaire
Trongv i ( c c o gangt i m h i é u h a n h v i m u a c u a toc h i i c , nhfmgn g u ’ e i 1 : t i
n marketingphaitimranhiriggiaid:ipchomotsovfindephirctap.Ciictochficdnaranhiingloaiquyétdjnhm u a nao;Hpluachpnnhuthenaotrongso cacnhacungcipkhacnhau;Ailanguoid n a rac:icquy‹:Idinh;Tic:ntrinh quyétd(nhiiiuactiatochuclagi;Nhfmgyéutonaoanhhuéngdencacquyétdinhmuaciiatochuc.
fimucdoc‹ibénnhat,nhilngngu‹iilémmarketingdéumuonbiétnhilngkhac
hhangtochircsedapfrngrasaotruocnhfmgt:icnhanmarketingkhacnhau.Mohim‹t ongranvehanhvimuacuatochticdlfoGtrlflhbaytronghinh2.1.
Mohinhhénhvimuacfiatochucchothayrangcactiicnhanmarketingvac:ictirenha
nhfmgd:iptingcuanguciimua.Nhilngt : i c nhanm a r k e t i n g b a o g o m 4P:s: in pham
,g i : i ca,thitruéngv a tiépth|.Nhfmgtiicnhankhacbaogfimcacluclupngquantrpngthuocmoitruéing cfiato
Trang 28acacdéptingcuatochucdo,nhuchpnsanphamhaydichvq,chpnnhiicungcap,khoilirpngdathang,thciigianvadiéuki(ngiaohéng,diéuki(ndichvpvadiéuki(nthanhtoiin.Dethiétkéduqcnhfmgphoithucmarketinghi(uqua,n h iingn uuoil a i n m a r k e t i n g p h a i t i m
h i é u n h i i ’ n g g i xayr abént r o n g t o c h i i ct r o n g vi(cchuyénciict:icnhfinkichthichthanhnhtingphantingdaplaiciiatochucmua
Hinh2.1:Mtrhinhhanhvimuacfiatochfrc
(Nguon:IndustrialMarketingStrategy,Webster&Wind,l972)
Trang 29ifirmchociicnhiicungtingph:iidautunolpcdéngkédehagiiithanhcuaminh.Trongnhiingtr uénghppcacdacdiemciiasiinphamdupcxacdi.nhl u fmgth1vi(ctaodiemkhacbi(tchosituphamkhiingph:iilamotyéutomarketing.Vi(cqu:ingc:tovab:inhangtrpctiépciingkhongt:icdongnhie“udenkétquathangthau.Tuy
nhién,motsocongtydathafihlapbophanmarketingchuyénphutriichcaccnquantochuc.VidunhirAbotte,Siemens,Roche nhilngcfingtynaydudoiinciicnhucauvade:inciianhanuéc,thunhapthongtintinhbiroveciicdoithucanhtranh,chuanb|
kyvi(cthamgiadauthau,vatangcuéngthongtindegioithi(uvakhuéchtruongdanhtiéngciiaclingty
Trang 306 L9achgnnliiicungcép Co Coihc
Hinh2 2 : Cécgiaidoinc f i a t i e n t r i n h m u a c f i a d o a n h i i g h i ( p s f i n xuatt r o n g c é c
tinh huongm u a k h é c nha u.
(Nguon:Quéntr(marketing—PhilipKotler,2001,NXB ThiingKé)
Cothephanchiaucic1(tiéutrinhquyét dinhmuadethuchi(nyéucaumoicuatochucthanhtémgiaidoan.Motsogiai
doantrongdocotheboquakhimuasamtrongnhirigtinhhuongmuakhéc
Dehotrpchohoatdongmuabangiuanhfmgriguciicungthigvéciictochfrc,nguéimuaciiaciictochucthqchi(ntiéntrinhquyétdinhmuacuaminhtheocachthfrctuongdoiphobiénnhu
cfiahpvac:icphuongthucmuamotcéchcfingkhaichotfitcac i t e doitupngc u n g ting.Cohaiphuongt h ircm u a ma ca c tochucthiréngapd u n g
Trang 31cuaciicc‹iquanNhanuoctaptrungchuyvao
vandegiiicii.Ne’nnlifinsmirt1cungi’rngchitaptrungn‹›luctoidatrongllnhvirccfingngh(voimiicdichgiamchiphisénxuat.Vamotkhiciicdéctinhciiah:inghoadlidu‹ictrinhbaytimitrongnhiingye’ucaukythuatthisqphanbi(thanghoakhfing
NhfmgnguoitainMarketingkhacthicoitrpngnhfmgyéutociinhantrongcactinhhuongmuanhuthi(nchiciianguciimua,sqchud:tohayantoéntrongkhimua
Trang 32Citet o chucm u a c h ] u é n h huéngs a u d a m c f i a nhmg y é u t o thuocm o
itruéngkinht é hi(ntaivatuongl a i , nhumuccauccban,triénvpngkinhtévagiatrjc
nhcuakinhtéténglén,ciictochucnhanuocmuacéixuhu6ngthuhepdautumoivedaychuyéncongngh(,thiétbivatimcéchgiiimb’ctmucchi tiéucfiaminhlai.Trongnhilnghoancanhnhuvay,nhtirignguoilamMarketingchicothekichthichvi(cdaututhemcrmucdorathanché
Ngoéira,c:ictochfrcchinhquyénmuaciirigchiuiihiing t:iedongciiasuph:ittriéncfingngh(,
chinhtrivacanhtranh.Nhtingnguciilainmarketingphiiitién1i(unhfmgyéutotry,xacdinhxemchungsttacdongdennguoimuarasaoviicogangbiénchungthanhnhiingc‹ihoikinhdoanh
Trang 33(b) Cticyéutétochfic
muadéuconhfmgmuctiéu,chinhsiich,thutpc,cccautochucvaciich(thongrie‘ngcfiaminh.NguéilémMarketingphiiicogangtimhiéuch6ng.Hpcanbiétnhilngaithamgiaviioquyétd|nhmuacuatochuc?Nhfmgtiéuchuan danhgiaciiaholagi?
C:icchinhsiichvahanchéciiatochircdiv?“ingiroimuanhuthenao?
'xuhu6ngphobiénhi(nnaytrongtochirclinhvucmuamanhfmgnguoilamMarketingcanluuy:
Tangen:éngverhocinthienbophancungiizig.Thu6ngthi
bopha)ncungtingchiémv i t r i t h : i p t r o n g c a p b ac q u : i n t r i c i l a c a c t o c h u c c h i n h
q u y é n G a n d i i y d osucépcfiacanhtranh,nhiéutochficdanhanthuc
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donhucfiucfiachungcokhiicnhau,thinaynguciitachutrpngvi(ccungtingtaptrungtrpngoihon.Noichungvi(ccungringtaptrungsetiétki(mdirpcnhie“uhonchotochuc,nhungcungdoihi5inhfmgngu’‹icungtingcotrinhdogioihonva
nguciitainMarketingsekhongbiétdupcnhiigbiendongve’hanhvitapthe“n:toxayratrongsuottiéntrinhmuas5m,macduh9cothec o dupcdaydiithongtinvenhénc a c h vanhfmgy
é u toquanh(cénhancfianhfmgrigirolthamgiamuasam
Trang 34Moingu“‹iicc›thamgiatrongtiéntrinhquyétdinhmuadéuconhiiiigd c›ngc c , nhanthuc,xuhu émgriéngcfiarie’nghp.Nhiingdiéunaychiuanhhuéngboicacyéutonhutuoitiic,thunhap,trinhdoh
pcvan,bdngcapchuye“nmon,ciitinh,thiiid›doiv é i r f i i r o v a vanh f i a c i i a ngitiiit h a
m g i a , v : i dodfihinh t h a n h n é n n h u n gphongc:ichmuakhiicnhaucfianhilngngufiimua
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