Hoàn thiện chiến lược phát triển thương hiệu cho công ty TNHH công nghệ thông tin blitz việt nam

Theo quan diem mei nay nay efts Kevin Lane Keller, thus:mg hieu li "mat tap hpp nheng lien Mang trong tam tri ngueri tieu ding, lam tang gici tri nhan that ctia mat san phtim hock djch

CHI CING 1 CO So Li? LU4N CHUNG VE CHIEN LUI;1C PHAT MIEN

THUVNG 1.1 Ting quan thwang hitt'

1.1.1 Cic khii niem vi thirung hien

Tir "thin:mg hieu" (Brand) c6 nguen etc to chit Branch, theo tieng Iceland co nghia clang diu, xuit phit tir thbi xa xua, khi nhOng chit trai chin nuoi mute phin biet din ciru cua minh yea nhitng din ciru khic, hp di dimg met con diu bing sit nung

de deng len lung tang con met, thong qua Q6 khing djnh gii tri hang hoa vi quyen se hitu dm mirth Nhu the, thuong hieu xuit hien tfr nhu ciu to sv khic biet cho sin phim cua nhi sin xuit

Hien nay, thuot ngit "finical hieu" dang dtrqc sir Mpg rat reng rii 6 Viet Nam Tuy nhien, yin dang tan tai nhieu cich giii thfch khic nhau xoay quanh thuilt no/ niy C6 nhieu cich di djnh nghia thuung hieu:

Thuong hieu, theo TO chirc so Mtn trf tue the gi6i WIPO, la mat defu hieu dac biet de nhan biit mat san pham, mat hang Ma hay mat djch vy new do dupt san xue rit, chtqc cung ccip bbi mat to chtic hock mat ca nhan

Hiep hei Marketing Hoa Ky (AMA) (Anil nghia:

"Thuong hieu la mat cal ten, tit ngIt, kY hieu, bilu titcmg, hinh that hock tap hop cac yiu to Din nhc3m xcic djnh va plan biet hang hem, djch vy caa mat nguai hock mat nhom ngueri ban veri hang hoa va djch vie ctia ccic dot thti cgnh tranh"

Theo quan diem mei nay nay efts Kevin Lane Keller, thus:mg hieu li "mat tap hpp nheng lien Mang trong tam tri ngueri tieu ding, lam tang gici tri nhan that ctia mat san phtim hock djch vv"

Tom loi, du sir ding nhOng cich thirc vi ciu chit khic nhau de the hien nhung hiu het cic nhi nghien city cling nhu cic nhi kinh doanh ngity nay deu c6 chung met then nhat ring thuang hieu kheng chi li sin phim, mi n6 c6 nhftng yeu t3 elm phin biet sin phim d6 v6i nhitng sin phim khic dtrqc thiet ke de dip img cling met nhu eau

1.1.2 Thinh phin cilia thin/mg hien

Thuong hieu bao gem hai thenh phin nhu sau:

Phdn dpc dupt

Bao gem thong yeu to c6 the dqc &um, tic deng vio Minh giic cic ngtrei nghe nhu ten gqi ding ty, doanh nghiep (vf do this: Gateway, Pgrand, 3M ), ten sin phim (555, Coca-Cola ), ciu Ichiu hieu (slogan) (tic trung (Rd yeu Viet Nam), dotm nhoc,

vi cic yeu to phit am khic

PhAn khong doc dtax

Bao gam then yeu t6 khong doe dutrc ma chi c6 the cam nhon duce bang thi giic nhu hinh ve, bieu tuqng (hinh bong sen cua Vietnam Airlines), net che, mau sec (miu xanh cila Nokia, de ciut Coca-Cola), kich cb hay kieu ding thiet ke, bao bi vi cac

yeu t6 nhOn biet bing met khic

1.1.3 Cic loii throng hita

The tiep con dm quirt trj thuong hieu vi marketing, thuang hieu c6 the chia thinh brin nh6m: thuong hieu ci biet, throng hieu gia dinh, thuang hieu top the (throng hieu nh6m) vi thuung hieu qu6c gia

Throng hieu cb bift

Thuang hieu ci biet (con duqc gpi IA thuong hieu a the hoOc thucmg hieu rieng)

la thuang hieu ctia tang cluing loci hoec tang ten hang hem vi djch vo co the Val throng hieu ca biet, mai lotti hang Ma, djch vo se mang mOt thuung hieu, nhu voy mOt doanh nghiep sin xuit vi kinh doanh nhieu hang hem khic nhau ce the c6 nhieu thucmg hieu khac nhau Vi dµ nhu Ong Thp, Dielac, VFresh IA nhemg throng hieu ci biet ciut Cong ty sera Viet Nam Vinamilk

Dec diem ciut loai thucmg hieu nay la thtrimg mang nheng thong diep ye nhting Wing Ma co the (nhu firth niing n6i trOi, tinh uu viet, nheng den ich dich thvc ) vi duce the hien tren bao bi hoec chinh 1£1 s r ca biet ctia bao hi hang hoa Lodi thuang hieu nay cling ce ci tinh rieng biet, luen to cho ngu?ri lieu dung mOt co hOi Iva chon cao ngay ca trong truong hop d6 IA nhang thuong hieu thutic sa her alga cling mOt cong ty

Throng hifu gia dinh

Thuang hieu gia dinh la thucmg hieu chung cho tit ci cic hang Ma, djch vo cita mOt doanh nghiep Mpi hing Ma thuOc cic chung loci khic nhau caa doanh nghiep deu mang thucmg hieu nhu nhau Vi dµ nhu Vinamilk (gin cho tit ca cic sin phim cilia Vinamilk, to sita tuoi, sera chug, ph8 mai )

Dec diem curt thuong hieu gia dinh IA Unit khiti quit rat cao vi phiti co tinh dai dien cho tit ca cic chimg loci hang h6a cart doanh nghiep Mgt khi tinh dal dien vi khai quit bi vi pham hay mat di, ngteri to se phiti nghi ngay den viec tao ra thong thuang hieu ca biet cho timg chAng Iota hang h6a, djch vo co the de chin khong Anti htrang den thucmg hieu gia dinh Vi nhu Kinh D8 IA thucmg hieu gia dinh vi de tao ra cho khich Wing mOt top hinh Anti ve nhitng sin phim birth kg°, ntumg khi doanh nghiep nay ce y d$ kinh doanh riffling sin phim thuOc nhem king khic nhu ca phe, mi

An lien thi viec sou dtmg thuong hieu gia dinh c6 the se trey nen bit lqi cho viec nhon

dien thuong hieu Thucmg hieu gia dint c6 the xuat hien doe lop tren hang Ma hoac ce

the di ken' Gang thuong hien ca biet hay thuong hieu quit gia

Thuong hieu tdp the

Thuong hieu top the (con dtrqc gqi la thuong hieu nh6m), la thuong hieu ciut mot them hay mOt so chimg lo#i hang has nao de, c6 the do mOt don vi san )(at ho6c do cac don vi khac nhau cling sat xuit va kinh doanh, vi du nhu g6m Bat Trang, nuor main► Phu Quoc

Thuong hieu tap the cling c6 the la thuong hieu chung cho hang hea coa the doanh nghiep khac nhau trong con mOt lien ket nao d6 (hiep hOi nganh hang, khu vuc dja ly, tap Joan kinh te ) Vol mOt cling ty cling 0 the hinh thanh thuong hieu nhem, nhu trtrOng hqp cita Tap &In Unilever c6 rat nhieu cac thuong hieu khac nhau nhu Dove, Omo,

Thuong hiesu quoc gia

Thuong hieu vac gia lit tap hqp the lien ttemg va nhan thirc cita tong dang lie hinh anh va ban sac ctia mot qutic gia, trong d6 hinh anh qua& gia glint cac yeu t6 nhu: ten pi, khiu hieu, ljch sir quec gia, tic vj tri dja 15f &lc thu, con nguiri, moi trueng song va lam viec, du ljch, thanh ttru lie kinh to - van hea - xi hOi, nhen thirc cita tong ding, hinh imh lie sq van dOng caa qu6c gia din de ben sic tuong lai Ban sic qu6c gia thuong the hien hinh anh mong tree trong tucmg lai cua qutic gia gin ten quOc gia d6 \Teri cac gia try' nhu: than thien, da clang, yin mirth, truyen thong, sang tao, chit luqng, hal Thuong hieu quit gia ciut Viet Nam la Vietnam Value hay cilia Thai Lan la Thailand's Brand

DO diem cilia thuong hieu quit gia la thuong 0 tinh khai quat va trim tucmg rat cao va king bao gib dimg dOc lap, luon phai gin lien vai the thuong hieu ca biet hay thuong hieu thorn, thuong hieu gia dinh

1.1.4 Vai tro cult thuong hi4a

1.1.4.1 Vai trb ctia thuong hi!u a Width:nit nghifp

Thuong hieu gift mot vai fro quart trong doi vei doanh nghiep trong viec tao citing

vi bito ye birth firth, gia tit omen so hftu trong qua trinh phat trier cfia doanh nghiep

Thuong hieu mo dyng hinh anh doanh nghiep va san phcim trong Mm tri ngurn tieu dung

Ngtrbi tieu dung se ltra chip hang Ma thong qua su cim than ciut mirth, khi mot thuong hieu lan diu xuit hien tren thj trubng, ne holm town chtra co duqc mot birth firth nao trong tam tri nguei tieu dimg Nhitng thuOc tinh cita hang hea nhu ket tali, hinh clang, kith think, mitu sic, hottc cac djch lip sau ban hang se la tier de de ngtrobi tieu

ding Iva chcm chimg Qua thbi gian, bing kinh nghiam trong sir dung WI 'thing th8ng dip ma thucmg hieu truyen tai den ngubi tieu dimg, vi tri vi hinh anh dm hang Ma

duqc djnh vi din din trong tam tri khach hang

Th8ng qua djnh vj thuong hieu, tuna tap khach hang duqc !filth thimh, cac gia tri

ca nhan ngubi tieu ding din dtrqc khing djnh Khi di, gia tri cua thuang hieu dtrqc djnh 1111111 vi ghi nh#n thong qua cac bieu hien nhu ten pi, bieu trung va khiu hieu cia thuong hieu Nhung tren het, a cb duqc sv ghi nlartn d6 chinh la chit lucmg king hem djch vu va nheng gia tri duqc gia tang ma ngubi tieu ding va khach hang cua doanh nghiep co duqc tir hoot gong cia doanh nghiep (phuang thirc ban hang, m6i quan he chart mvc trong giao tiep kinh doanh, cic djch vu sau ban, quan he ding ching, cac

gia tri truyen thong cia doanh nghiep )

Thurmg hieu nhu mat led cam kit giaa doanh nghiep va khdch king

Su dm nhon cua ngubi fieu ding d6i vOi sin phim cia doanh nghiep dva vao rat

!lieu yeu t6 nhu cac thu6c tinh dm hang hia, dich vu di kern, uy tin va hinh anti cia doanh nghiep trong din tri ngubi tieu ding Mat khi ngubi tieu ding di Iva chip son phim mang mat thuang hieu nao d6 tic la hq di chip nhan va girl gim long tin vao thuang hieu db

Cac thong diep ma thuang hieu dua ra trong the chuong trinh truyin thong Won

to mat sv kich thich, I8i cutan khach hang NO chia dung mat n'Oi dung nhu nhUng cam ket ngim djnh nao di cua doanh nghiep ye chit lucmg hang hem ho#c nhemg lqi ich tiem An ti viac sir dung hang Ma Tuy nhien, nheng cam ket nay hoan toan 'thong

hi rang buac ve mat phap 19, nb chi ductc ring buac bing uy tin cia doanh nghiep va

sv trung thinh cia khach hang Khach hang o5 thi ngay tic quay lung loi vai doanh nghiep va toy chay hang Ma cia doanh nghiep neu sv cam ket ngAm djnh bj vi phom Ben canh de, yeti m6i son phim con cb nhing cam ket mang tinh phap 19, buac sin phim phai dip ing DO la cam ket ve thanh phin, di) ben, ket cAu vi !thong cam ket chit ltrung khic

Thurmg hieu nhdm phan doon thj truemg

Trong kinh doanh, the cong ty lueon dua ra mat to hqp the thuac tinh ly Meng ve cac the monh, lqi ich dich dive va dac ttung not trOi dm hang Ma, djch vu sao cho phi hqp 'yea nhu ciu vi thj hiku tang nhim khach hang col the Thucmg hieu vbn chic fling /than biet va phin biet se 1;4 doanh nghiep phan doon thj tru?mg Bing cach Mo ra nhitng thuang hieu ci biet, doanh nghiep di thu hit duqc sv chi 9 dm khach hang hien hitu cling nhu tiem nitng cho tang citing loci hang Ma Vai timg citing loci hang

Ma cu the mang Wiling thuang hieu cu the se Luang ing veri tong tap khach hang nhit dinh

Thuong hieu kheing trqc dip phan dogn thj truong ma chinh qua trinh phial dogn thj truth% da doi hei an ce thuong hieu thick hip cho tang phan dogn de djnh With mOt gia trf ca nhan nio d6 curt ngubi tieu dung VI the thuong hieu thyme sir quan trong, gop phan djnh Ifinh it net han cho mai phan dogn thi trvong

Thuong Neu tgo nen str khdc biet trong crud trinh phdt triin san phdm

XuAt ph& tir nhftng djnh vj khac nhau cho thing chimg logi hang hi% yeti nhftng thuong hien khac nhau, qua trinh phat then ciut san phtun cling dirge khic sau han

trong tam tri ngubi lieu dung Cling Arai sir phat trier cua san pham, ca tinh thuong hieu ngay tang doge djnh Ifinh vi the hien r8 net, thong qua de cac chitin lucre sin pham se phiti phi) hip va hiti hem hon cho tong chfing tool hang h6a MOt san pham

!chic biet vii nhftng sin pliant khac beri cac tinh nang, ding dung cling nhu djch vu kern theo ma theo d6 to ra stir gia tang ctia gia tri stir dung Thuong hieu c6 &Au hieu ben ngoai de nh6n citing sub Ichfic biet de Mei chung logi hang h6a hoc Pin hip hang h6a duct djnh vj cu the se ce nhftng khac biet co bin ve cling dung ho(ic tinh nang chit yeu va chang thuong mang nhOng thuong hieu nhat djnh phu thuOc vim chitin huge ciut doanh nghiep VI the chinh thuong hieu da tgo ra khac biet de nhon thay trong qua WM phat thin curt mOt t$p hocmOt deng sin pham

Thuong hieu mang Igi nhismg 10 ich cho doanh nghiep

MOt thuong hieu khi de ducat chap nhon se mang Igi cho doanh nghiep nhftng lqi ich dich thqc, de nh$n thay D6 la khit nang Pep thj trubng mOt each a ding han, sau rOng hon, ngay ca khi d6 la mOt Chung loaf hang h6a m6i

MOt hang h6a mang thuong hieu ntoi Peng e6 the bin dirge vii gia cao hon so vii cac hang hem tuong to nhung mang thuong hieu xa la Dieu d6 c6 duce la nho long tin

cua khach hang vii thuong hieu Thuong hieu uy tin yeti chat luqng cao khong the c6 gia thAp, do de lqi ich doanh nghiep fro nen cao han khi kinh doanh sin pham cart thuong hieu uy tin

MOt thuong hieu mph se gifip bin duce nhieu hang han Khi thuong hieu dirge ngubi fieu dung chap nhen va tut chuOng se tgo dung ducat long trung thanh cua Ichfich hang, lie d6 ngubi lieu dung se kh8ng xdt net km chip hang hem ma hq 'dm c6 xu hiring Itra chqn hang h6a tin ttemg Day chinh la vai tre rat tich eve coa thuong hieu xet theo goc dO thuong mai va lqi nhufm

Thuong hieu gitip thu hilt cdc nha ddu to

Thuong hieu n6i tieng kheing chi tgo ra nhftng lqi the nhat djnh cho doanh nghiep trong qua trinh ban hang va cung cap djch At ma can tgo dieu kien va nhu mOt sir dim bao thu hitt dau to va gia tang cac quan he bgn hang Khi da c6 duqc thuong hieu noSi cac nha du to cling Idtang can e ngai khi dau to vio doanh nghiep, co phieu ala

doanh nghiep se dugc cac nha diu to quan tam hat; bun hang cita doanh nghiep cling

se sin sang hgp tic kinh doanh, cung dip nguyen lieu va hang Ma cho doanh nghiep., nhu vay se to ra met mai truing thuen lgi cho doanh nghiep trong kinh doanh, gep phin giam gia thanh sin phim va ruing cao sirc canh tranh ccut hang h6a

Thuang hieu M tai san vo* hinh va rat có gia aria doanh nghiep

IChi thuang hieu tre nen c6 gia tit ngubi to se sin sang thgc hien vier chuyen nhugng holtc chuyen giao quyen sir dung thuong hieu de 'Chi thuang hieu d3 ceo chi dung trong bang khach hang, gia tri curt n6 phai bao grim ci uy tin va str yeu thich ma Ichach hang danh cho n6 cling nhu dO pit trong thin thfrc tren thj Inking va ke ca

nguton than lgc tet !that dang lam viec tai doanh nghiep

1.1.4.2 Vai trb cot; awn hies dai vat Mulch hang

Truett day, chimg to thublig sir dung thuang hieu kern theo ten Ong ty va sin phim lam ding cu M trq chling tre nen hip din han dog vei ngubi tieu dung Ngity nay, met thuang hieu con c6 kha nang phan biet, dim bao ve chit lugng, ca se ctia niem tin, to ra gia tri cam xfic, twig thanh trong ngubi tieu dung va dinh huOng trong tieu dimg

Thuang hieu ghip nguai tiers dung phan bier hang hoa

Thuong hieu giup ngubi tieu dOng phan biet nhanh cheng hang Ma can mua trong muon van cfic hang Ma cling loci khac, gep plan xac djnh dugc nguen gee xuAt xir dm hang hea Mai hang hea do met nha cung cap khac nhau se mang met ten ggi hay cfic din hieu khac nhau, vi the thong qua thuang hieu, ngubi tieu dimg ce the then clang a clang hang h6a hoac djch vu cua tfrng nha cung cap C6 met thgc to la ngubi tieu dimg luen quan tam den cong dung Mac lgi ich dich thgc ma hang h6a, djch vu

mang lui cho hq Nhung khi can phai lya chpn hang h6a, djch vu thi hAu het hg lai luon

de y den thuang hieu, xem xtt hang Ma, djch vu cita nha cung cap nao, uy tin hoac thong diep ma hq mang den la gi, nhitng ngubi fieu clung khac c6 quan tat' n va de sr den hang hea mang thuang hieu de khemg Nhu v$y, thgc chit thuang hieu nhu met lbi giei thieu, met thong diep va diu hieu quan frog de ngubi tieu clang can al vao de dua ra phan quyet cuei cling ye berth vi mua sAm

Musing hieu g6p ph4n tgo ra gib tri cá nhon cho nguiri tieu dung

Thuang hieu geop phalli too ra met gia trj ca nhan cho ngubi tieu dimg, met cam giac sang trgng va dugc ton vinh MOt thuong hieu nog geng se mang den cho Ichich hang met gia tri ca than ntio de trong cOng clang, ne lam cho ngubi tieu dimg c6 cam giac sang trcong ham, not bat hot, ding cap han vi dugc ton vinh khi tieu dung hang hea mang thuang hieu d6 Dieu de chi c6 the c6 dugc met kW thuang hieu da dugc

chinh doanh nghiO vei chien lucre djnh vi cos minh da too ra mat hinh tuvng ye hang hes trong tam tri khach hang nhung chinh khach hang loi lit nhang nguoi dua hinh tutyng de trO nen c6 y ngifia hcm, khac biet hon

Throng hieu gitip ngued Wu clang yen tam hcm ve chdt luvng, gicim thiiu nii ro

trong tieu ding

Khi nguti tieu dung Iva chip mot throng hieu tic la hp da girl gam niem tin vao throng hieu do HQ holm town yen tam ve chit luqng hang Ma, nhang djch vv di kern

vi thai dO (mg xir ciut nhit cung cap voi cic sv c6 xity ra vai hang Ma, djch vv Nguti tieu dung khi can din do ve the dO bao hanh &Si win hang hem mang mot thuong hieu nao d6, hp se khong dua ra guy& djnh mua sum hang h6a d6 CO rat nhieu hang h6a Iva chin ma chit luqng curt cluing ye co ban kh8ng thua kern hoac thorn chi hoan town ngang bing nhau yeti hang hes tircmg ttr mang thuong hieu Ichac Nhung sv gia tang nhang gia trj ma hang h6a mang loi (che dO bao hanh, djch Ai di kern, sv an can va chant chat khich hang) va nhang thong tin ve thuong hieu se lutln too cho khkh hang mot tam 19 tin ttkmg, dim dit hp di den quyet djnh tieu dung hang hes Lva chin mot thuong hieu, ngirM tieu citing luen by vong giam thieu duqc da nhang riti ro c6 the gap phai trong tieu dung Tit ca nhang rao can d6 c6 the loci be khi thuong hieu da duqc djnh With trong tam tri khich hang

1.1.5 Chin Bang ala thmmg hieu

1.1.5.1 Char ming nhOn biit vd ph& bit

Day la chirc Wing rat 4c trong vi quan tong ala throng hi'eu Co the n6i, chirc tiling gac curt throng hieu la Oki biet va nhOn biet Kha nang nh#n biet duqc ctia thuong hieu la yku quan tong khong chi cho ngrubi lieu dung ma can cho ca doanh nghiep trong quan trj va dieu Wirth hoot dung curt doanh nghiep Thong qua thuong hieu, nguM tieu dung va nha sin xuit co the a clang phan biet va nhon biet hang hea

dua doanh nghiep nay v6i cic doanh nghiep khic Top hqp cac dau hieu curt thuong hieu (ten hieu, bieu trung, bieu ttrqng, khan hieu hoac kieu clang dac biet ala hang h6a

va bao bi ) chinh la can dti de nhon biet va phan biet Thucmg hieu ding deng vai tr6 rat tich cvc trong phan clop thj twang cum doanh nghiep Mei hang h6a mang thuong hieu !chic nhau se dua ra nhang thong dip khic nhau dva tren nhang diu hieu nhit djnh nhim dip img nhitng ky vpng vi thu but sv chi 9 dm nhemg tap khic hang khic nhau

Khi hang Ma cang phong phO, da dung thi chirc Wing phan biet cang tar nen quan trpng MQn dau hieu gay khe khan khi phan biet se lam giarn uy tin va can ter sv phit trien curt mot thuong hieu MOt thuong hieu dirge duet lop nhang thieu ving chirc

!tang phan biet vi nhan biet se khong duqc ding nhon dual gee dO phap ly va co the din den sir that bai trong chien luqc cita doanh nghiep

1.1.5.2 Cher ning thong tin vd chi din

Chirc nang thong tin va chi din cua thuang hieu the hien 6 chi, th8ng qua !thing hinh anti, non net hoac cac dau hieu khac cling nhu khiu hien coa thuong hien,

ngteri tieu dung c6 the nhan biet duqc phin nao ye gia trj sir dung ctia hang h6a,

nhirmg ding ding dich thvc ma hang has de mang lei cho ngubi tieu eking trong hien

tpi va tuong lai Nhfng thong tin ye nai san mat, ding cap cilia hang hem cling nhu

dieu kien tieu cling ce the phan nao duqc the hien thong qua thuong hieu

NOi dung cita thong diep ma thuang hieu truyen tai lute rat phong phu va the hien chirc Hang thong tin, chi din dui thuong hieu Wit thong diep cling c6 the duqc hieu vi cam Stan khfic nhau ear nhing khu vuc khac nhau v6i nhing deli ttrqng tieu dung khac nhau IChong phai tat ca mqi thuang hien dang ten t4i tren thj throng deu c6 chirc fling My Tuy nhien, khi thuang hieu the hien rei duqc chirc Hang thong tin vi chi din se la nhang co hOi thu$n lqi de ngubi tieu clang tim hieu va di den chip nhon thuang hieu

1.1.5.3 Cher nong t(to cdm nit& vd tin city

Thuang hieu con ce chirc fling tao sir cam nhen DO lit cam nhan cfia ngubi tieu dimg ve sum sang Mpg, sir Ichtic biet, mOt cam nhon yen tam, thohi mai va tin ttr?mg khi tieu dung hang h6a, dich vir d6 vi sir tin Wang khi hp chip tieu dung hang hea do Nei den sit cam nhan la ngubi to nal den mOt An ttrqng nao de ve hang h6a, dich

vii trong tam tri nguiri tieu dimg Su cam nh$n colt Ichach hang khong phai tu nhien ma c6, ne duqc hinh thanh do tong hqp cac yen tto cita thuang hieu nhu mau sic, ten gqi, bieu ttrqng, bieu trung, am thanh, khan hieu, gia tfi khac biet va ca sir trai nghiem

cua ngubi fieu clang Cling mOt hang h6a nhtmg sir cam nhon coa ngubi tieu dung c6 the khac nhau, phy thuOc vio clang thong diep hotIc hoar can't tiep Tilton thong tin hale phq thuOc vao sir triti nghiem trong tieu dung hang hes To ra mOt gia tri ca nhan cho ngubi tieu dung II mOt thanh tong quan trong cult mOt thuang hieu, nhu viec khi mOt ngubi so hilt chiec xe hal Mercedes se cam thay minh tr6 nen sang twig hon, thanh dot han gifta nhftng ngubi khac

Sr tin c$y va sin sang Iva chip hang h6a mang mOt thuang hieu nao da da mang cho doanh nghiep mOt tap khach hang Ming thanh Dai da s6 khfich hang deu khong muon minh la nguai this nghiem dal vsfri mOt thuang hieu mai, khi ma hq di c6 su triti nghiem ve mOt thucmg hieu nao de cho hang Ma tuong hr Chit luqng hang h6a, dich vii IA yen to guy& djnh Ring trung thitnh ells lchach hang nhtmg thuang hieu la

dOng lac ctrc ky quan tang a gift chin khich hang 6 loi vOi hang hem vi la dja chi de nguai tieu dung dat long tin tha mirth

1.1.5.4 Char Ming kink ti

Thuang hieu mang trong n6 *It gia hi hien tai vi tiem niing Gia tri de duqc the hien it nhat khi sang nhuryng thuong hieu Thuung hieu duqc coi la tai sari vo hinh vi rAt ce gii cr5a doanh nghiep Mac du gia tri curt thuang hieu rAt kho djnh doat nhung

nth nhftng lqi the ma thuong hieu not tiling mang loi, hang hem se ban duqc nhieu han,

tham chi vOi gia cao han, de thtun nhop thj trubng han Thuang hieu khOng kr Mil&

ma ce, ne duqc to ra veri 5, nhAt djnh vi vOi rAt nhieu Ichoin dAu to va chi phi khic nhau Ben conh do, sv not tiling dot thuang hieu se lam cho gia cua thuang hieu tang len gAp bpi vi de chinh IA chin /tang Unit to cua thuang hieu Lqi nhuan hien toi vi tiem nAng ma doanh nghiep c6 duqc nher sv not tiling tha thuang hieu se quy djnh gia tri tai chinh tha thuang hiau

1.2 T6ng quan chiEn hrgc phit triin thwung kilo

1.2.1 Cic khai niem chiEn Ivgc phit triin thwung hien

Chien luqc 11 viec xac dinh djnh thong vi pham vi hoot dOng cim *it t6 chirc trong dli bon, 6 del t6 chat phii gilt/1h duqc lqi the thong qua viec kat hqp cac nguan

ltrc trong mOt mei truemg nhieu dui thich, nhim th6a man tot nhAt nhu au tha thi trutmg va dap ?mg mong mu& dot cac tic nhin th lien quan den t6 chat

Phat trien thuang hieu IA mOt qua frith c6 tinh ha thing vi 15p di lap lai de cling a') thuang hieu NO duy tri, nu8i len cac gia tri ma doanh nghiap toa lop trong long

khich hang Vi voy, chien luqc phat hien thuang hieu IA dot sach ma mOt to cluk lip

chon de quilt tranh vOi cac d6i din khic dip tren nhftng lqi the canh tranh ben vfing

dm mirth nhim citi hien lien toc theo chieu huOng nfing cao uy tin thuang hieu cho doanh nghiep CO the hieu rang, dip tren thuang hieu da co, phat hien thuang hieu chinh IA lam cho thuong hieu d6 len moth ban, co lath huOng den khich hang va tong chimg nhieu ban

1.2.2 Quy trinh thyc hien chiEn luvc phit triin thwung hieu

1.2.2.1 Tam nhin va sk mink tinning kiln

Tam nhin thuong hieu

Tam nhin thuang hieu gqi ra mOt (Unit thong cho twang lai, mOt khat yang air% mOt thuang hieu ve nhftng dieu ma n6 mute dot t6i Tam thin II mOt hinh inh, mOt brit tranh sinh dOng ve dieu c6 the thy ra tha mOt thuong hieu trong tuong lai Khi de cap den mOt y djnh, mOt moc dich mang tinh chiEn luqc, chting to thubng hay hinh tucmg hOa ne bang mOt hinh anh ctia tuang lai Tim nhin bao ham y nghia cim mOt

tieu chart tuyet hio, met dieu 19 ttr?mg NO mang tinh Iva chip met trong nhftng gii tri tuyet voi that cua met thuong hieu Tam nhin con co tinh chit cua met sv d0c dio, n6 am chi den viec trio ra met diet' gi de d#c biet

Tam nhin thuong hieu lit met thong die!, ngin gun va xuyen suet djnh huong hog dOng dubng dai cho met thuang hieu Vai tre cua tam nhin giong nhu met thin kinh hei to tit ca sue math cua met thuang hieu vim met diem chung Doanh nghiep th8ng qua tam nhIn se djnh hiring ducrc din la viec can lam va diu la viec Icheing an Ikn cua mot thuang hieu

Sze menh thuong hieu

Sir menh cua met thuang hieu la Iduii niem dung de chi mvc dich cua thuang hieu 46, 19 do va y nghia cua sv ra diri va teen tai dm no

Viec xic djnh met ban tuyen be sir menh dung din tieing vai tr6 rat quart tong cho sv thanh cong cua met thuang hieu Tnthc het, nit trio ca sir quan trung cho viec Iva chcm dung din cac muc tieu va chien lugc cua cong ty, mat khac n6 c6 tic dung

to lap va cung c6 hinh inh cua thuong hieu twit cong chung, cling nhu trio ra sv hip cem den cic dei Mang lien quan (khach hang, co doing, drii 19, nhi cung cap, ngfin hang, chinh MOt doanh nghiep hieu re sir menh cua minh se c6 nhieu ca hei

de thanh cling han doanh nghiep kheng the hien r8 19 do ve sv hien hftu cua minh

1.2.2.2 Dinh vi thuang hi&

DWI vj thuang hieu lit Stang djnh lureng, hog dung cua doanh nghiep nhim truyen tai d#c firth thuang hieu vio tam tri khich hang, to de to ra sv nhan thirc ve thuang hieu meet cach nhat quin vi dfing din

Dinh vj thuong hieu cling la viec to ra vi the rieng biet cua thuang hieu trong met milli twang earth truth de bio dim ring mai ngtrici tieu dimg trong thj truing critic tieu co the phan biet dirge thuang hieu ay vai ac thuang hieu cinh tranh khac Viec djnh vj thuang hieu mang tinh chat quasi tong la do n6 co lien quan trvc titp den suy

nghi vi nhan djnh cua ngubi tieu dung

Theo tic gia Marc Filser, djnh vi thuang hieu "Ni5 lvc dem 1a1 cho sin phalli met hitt kilt rieng, a di vao nhan thirc cart khich hang la dieu ma doanh nghiep muen khich hang lien Wong tin mai IN deoi dien vdri thuong hieu cua minh"

De c6 the djnh vi thuong hieu thanh cong thi doanh nghiep can phai khio sit that Icy vj tri hien tii ten thj throng cua thuang hieu Cic but cua met tiEn tranh djnh vi gOm 5 buit sau:

Swot 1: Nh$n d;ng khich hing mgc lieu

Xic djnh duqc khich hang mvc tieu lit dieu rat quan tong bai le nhamg Skim khich hing khic nhau thi e6 nhung miSi quan tam vi nhon thirc ve thuong hieu khic nhau Khich hang mvc tieu la top hqp cic ci nhiin hay nhom ngudri ma doanh nghiep huOng teri Viec nhon dung khich king mvc tieu &Op xic djnh mOt cich chinh xic nhang dk tinh vi lien ket mlo cua thuong hieu la khic biet, not trOl vi phu hqp

Btnk 2: Phin tich dgi thi cgnh tranh

Doanh nghiep can tim hieu ve d6i thu canh tranh fru& khi guy& djnh Iva chop twang di rieng cim minh nhiim phin Img kip thin vi djnh huong chien luctc tuong lai cim minh cho phu hqp tren co so:

So sixth town dien cic d#c tint: thuong mpi, ky thuot vi xic dinh sv khic biet cua

minh trong mai tuong quan d6

So sinh cic hoot dOng quang do, tiep con khich hang vi Vic tien Mn hing cua

cic dtti thu canh tranh trpc tiep

Butt 3: Tim Idim sg khic hilt cis sin phim

Tat ca nhang thuOc tinh nao c6 inh hueng teri quyet djnh mua cim khich hang deu can phii duqc nghien can can thk, tar d6 doanh nghiep se tim ra Ice he chinh la

nhang diem khic biet cua thuong hieu de tier: himh djnh vj CO the phan tich cic thuOc tinh dva vio hai trvc chinh: cong dung — caw to (hieu qui n6i b$t, thinh phAn nguyen lieu, cong nghe sin xuAt ) vi djch vv thucmg mai (che dO bio hinh, dieu kien thanh chinh sich h$u mai ) Tit ket qui nay, nhi thiet ke chi'e'n luqc se lOp so d6 dinh

vj

But 4: Lip bin thitlinh vj vi quyit djnh phtrung in djnh vi

Sau khi da ties hinh nghien ciru thj trubng met cich ti mi, doanh nghiep se thiet lOp sa d6 djnh vi So d6 djnh vi li nhong trim tqa dO the hien gii tri cua cic thuOc tinh khic nhau mi nhi nghien et: co the dva vio de xic djnh vj tri sin phAm cim minh trong Mang quan van d6i thu canh tranh

So da *sixth vj giOp mo tit vi the the thuong hieu hok sin phAm hien c6 vi la can

car de Iva eh:in mOt vj the cho sin phAm tren thj truerng mvc tieu M6t vj the tren bin

do djnh vj se djnh hufmg cho doanh nghiep phii tao dung trong tam tri khich hang

hinh ash, sin phAm cim mink nhu the nio vi chi ro sin pham curt doanh nghiep phii canh tranh v6i nhang sin phAm nio

Thy theo tinh chit cim sin phAm vi mvc tieu kinh doanh mi doanh nghiep c6 the guy& dinh phuong in djnh vi khic nhau

Bunt 5: L$p ki knack marketing mix di thyc bi4n chitin Inge dinh vj thuong hieu

Nhi quitn trj thuong hieu phid thiet ke chucmg trinh marketing mix de thuc hien chitin luqc dinh vj thuong hieu de chop Marketing mix la chia khoa quan trong dl thuc hien chitin ltrqc dinh v1 gop phan tao ra stir khic biet cho thuong lieu NOi dung cim ck nhOm bier phip trong marketing mix phai phuc vu cho xay dung hinh imh dinh vi ciut thuong hieu mi doanh nghiep mong muen He thong cac hien phip marketing mix phai co str nhAt quart trong Ong viec khic hqa hinh inh ve thuong hieu

va doanh nghiep dung yea chitin luqc dinh vj ma doanh nghiep da chcon

Kiem tra ket quit dinh vj thuong hieu vi dieu chinh boat Ong, doanh nghiep danh gia hints inh thuong hieu da co trong then thin khkh hang Tren co sir danh gia, nha quan tri marketing tim ra nhang han the trong quit trinh xay dung hinh inh dinh v1 thuong hieu vi de xuit ck giii phip marketing be sung hoc they

1.2.2.3 Lya am: md hints thwo'ng hien

Kay dung thuong hieu li met qui trinh lau did, ben bi vi dei heti can co met chitin ltrqc cu the co tinh khoa hqc, pith hqp yin thuc tien cim doanh nghiep vi thj tut:mg Tinh khoa hqc the hien i st ir phu hqp coa me hinh thuong hieu yid chitin law marketing Tinh thuc den din hi% m6 hInh thuong hieu phii xuAt phut fir dieu kien thuc

to cim doanh nghiep nhu khi Wing tai chinh, nhan su, ck tru the, bAt lqi trong kinh doanh

CO the chia me hinh xay dung thuong hieu thinh ba Whom co ban nhtr sau:

Mei hinh thwang hieu gia dinh

Theo m8 hinh nay, viec xay dung thuong hieu coa doanh nghiep chi tien hinh tren thuong hieu gia dinh, tirc li doanh nghiep chi co met hoc hai thuong hieu tuong Ong cho nheng chimg loci hang him khic nhau

MO Milt nay duqc coi li me hinh truyen thong trong xay dung thuang hieu, duqc rift nhieu ding ty, $p doin ion tren the giai ip dung bei uu diem chi phi thAp, tiep con thj truing nhanh chimg, de ding hon Tuy nhien nhtrqc diem chinh ciut m6 hinh nay 11 nguy co rei ro cao, chi can met chting loci hang hem nao de mat uy tin se inh hi:Ong ngay den thuong hieu chung ciut doanh nghiep

Mo hinh thwong Neu cb biet

Xay ch,mg thuong hieu ci biet li tao ra cic thuong hieu rieng cho timg chin lout

hoc timg dimg sin phitm nhAt dinh, mang tinh dee lip, it hoc khong co lien he yin thuong hieu gia dinh hay ten doanh nghiep Ngtrici fieu dimg chi bitt den thuong hieu

cos timg hang h6a co the ma kh8ng hitt hoc rat it biet den doanh nghiep sin xuat ra hang hes do

Mo hinh nay thuang duqc cic doanh nghiep lqa chip khi them nhop vio mgt thj trubng men vai mite tieu dOt kich tai boo vi thu6ng nit phi' hqp veil cic doanh nghiep c6 quy mo vtYa va nhe nhung niing dOng Liu diem not b#t caa m8 hinh la hp the duqc rai ro vi sir suy glint uy tin caa doanh nghiep trong trubng hop ce so co ve chat luqng hitng Ma KM thuong hieu that boi thi uy tin doanh nghiep se IchOng bi inh

huOng nhieu Ben cot* tin diem thi nhtrqc diem chinh cult m8 hinh nay la dei hOi

doanh nghiep phiti dau to khi nhieu de phit trien thuang higu, do biet la khi them nhap thj trubng v6i nhieu ching loci hang hoe 'chic nhau

Mo hinh da thuang hien

Day la m8 hinh to ding ding thbi ca thuong hieu gia dinh va thuong hieu ci biet, th#m chi ca thuong hieu nh6m M8 hinh da thuong hieu ce the duqc thin hien theo cich to ra so kat hqp song song ho#c bit song song

Ket hqp song song la (long kat hqp ma vai ire Gila thuang hieu gia dinh vi thuong hieu ci biet la nhu nhau, ha trq tot da cho nhau nhu hai b0 phk cue mOt thuang hieu

Ket hop bit song song IA ding ket hqp, trong da mOt thuong hieu (hoc gia dinh, hoc ci biet) duk the hien it hen, mang firth chit duo va thuang hieu con lai se co vai tr6 136 sung, ha trq

M8 hlnh da thuang hieu s8 lam tang khi rang chiem link vi tri trung bay hang

Ma dm doanh nghiep trong cic sieu thj, dbi ly Tuy nhien m6 hinh nay cling to so earth tranh ngim gifts cic thuong hieu ens cling mOt doanh nghiep, dei hen doanh nghiep phai dau to cho thuang hieu rat 16n Do v#y mo hinh nay chi thich hqp vai cic cong ty c6 quy m8 16n, the ding ty da qu6c gia

1.2.2.4 Thiit ktf he thing nhiln din tinning ha

He thong nh#n dien thuong hieu bao g6m cic quy dinh sir ding mau sic, ten goi, each thirc sip xep va bto tri cic nOi dung, thong dip cita thuang hieu, so thong nhit dm tit ci cic yeu t6 thuang hieu theo mOt hinh &it ding nhat Ichien khich hang c6 the lien twang duqc den thuang hieu ve mat hint' anh va sau sac hon 11 ve m t thin cich thuang hieu

He th6ng nhon dien thuong hieu phai duct thiet ke ding b0, nhat quin cho ca

thuong hieu doanh nghiep va cic thuong hieu sin phim de khach hang moc tieu de biet vi ghi nh6, ding theri phai dim bio he thOng nay mang tinh ma cho khi Wing cai thien vi stia dOi trong Prong lai cho phe hqp yeti cic yeu t6 mai trubng dang

khong ngimg thay d6i Cic thanh t6 co ban la: ten thuong hieu, bleu trung vi bieu fining, cau !IL hieu (slogan), nhac hieu, bao

Ten thuong hieu

Ten thuong hieu lit yeti t6 diu fien dirge hi& toi vi gitip khang djnh slit ton tai cim thuong hieu Mqi thanh ding trong viec xAy dung thuong hieu deu co lien quan met

thiet den ten thuang hieu el bat lijr nginh nghe ciao, ten thuong hieu tieing vai tr6 rat quan trqng trong viec too nen su nhon thirc ciut nguai fieu dung vi too nen vien canh twang lai cho sin pham D6 IA mOt tir hay mOt cum tir ma qua da mOt doanh nghiep hoc mOt sin phim dirge biet den MOt ten thuong lieu hieu quit bon dua ra An tugng ban dAu tot hay gqi len nhung lien twang t6t

Ten thuong hieu thuimg khoi d$y tri tuang tuqng, too cam xac, gqi nio den met nal nghiem hay mOt thai dO nito do M#c de ten chi la mOt thanh phan nhung no loi co inh hieing nhat djnh len each mit thuong hieu dirge tiep nh#rt

Biau truing va bieu Ming

Mk bleu truing ctia doanh nghiep thuimg dirge xem la yeu t6 the hien hinh Anh quan trcmg that cim thuong hieu Bleu trung 11 met che hay mOt hinh Anh d6 hcat co the phAn biet dirge doanh nghiep hoc sin phi= khi sir dung thuong hieu trong qua trinh giao dep X& met cach chtit che, miu bieu truing la thiet kt cim ten thircmg hieu dirge sang to tir tic chit cii vefi phong each dOc &to rieng Tuy nhien trong that te, miu bieu trung thuang chi IA bat ky sir kit hqp nito giva each xir 19 ten thuong hieu vai die yeu t6 the hien hinh inh d6 heat deg thM sir ket hqp de dirge ip dung met each nick quan nharn xitc djnh firth then Net ciut thuong lieu

Bieu tucing trong thuong hieu CO the lit hinh kill cim mOt tu9p nguai nito d6 ho#c mOt nhan vot cu the ma ding thing ngtremg mo, ding c6 the bieu tuqng lit sir each dieu tir mOt hinh inh gin gill vai cling chting Hinh inh the nguai mat vi dien vien

TIM tieng cling hay dirge dung lam bieu tuqng chi) thuong lieu

Cau khdu hieu (slogan)

Khan lieu lit mOt b0 phon ciu thanh cua thuong hieu NO 11 met doo ► van ngin truyen dot thong tin mo tit hoc thuyet phut ve nhan hieu theo mOt each nao do Slogan trong thuong mai dirge hieu nhtr la khau hieu thuang moi cua tong ty Mil slogan thuang c6 y nghia trong mOt giai Boon that djnh 'Chi chuyen sang giai don khic hale chitin lucre eta doanh nghiep thay d6i, thi slogan cling thay d6i cho phu hqp veri dieu kien Inc do

Tom loi, slogan trong kinh doanh dirge hieu la mOt thong diep truyen tai ngin gqn nhat den Ichich hang bang tu VI di nho, de hieu, c6 sire thu but cao v'e y nghia,

Am thanh Slogan 11 su cam ket ve gii tri, chit lacing phim tha thuang hien vii khich hang MOt so khAu hieu con lam tang nhtin thtic nhAn hien met cach r8 ret han Quan trong nhit IA khAu hien gitip cling ces, dirt vi nhAn hien Kau hieu truyen dat duqc khi reek thong tin b6 sung vl tao dieu kien de ngubi tieu thing tiep cen nhanh hits, de han yeti nhttng thong tin von trUu tucmg ter bieu trong va ten thuong hieu D6i yeti cic nhAn hieu hang tau, khAu hieu can la nfrang tuy'en b6 ve tinh din du vl su dec dio tha minh

Nhoc hieu

Nhac hieu la don nhac duqc viet rieng cho nhAn hieu thuang do Sang nhac sy

not tieing thut hien Nhttng dote' nhac the vi in du vlo tar' n tri ngtrbi tieu &mg, de hp c6 mutm hay khong D6 cling la met cach nhac the tuyet veri ve thuang hieu

Trong thuang hieu, khi ttA xem met phim cluing tho ved hinh anti va Am nhac hba quyen yeti nhau, am nhac thuong c6 vai fro quan frog hon, di vao tam thirc situ km hinh Anh nen khi nghe 13i down nhac quen thu0c, ngtari tieu dung se nhe ve thuang

!lieu duqc piing cio Vii Am nhac, hq c6 the lien ttemg tei thuong hieu qua thinh giic

va su lien tuong nay con manh me hits thi giic rat nhieu vi n6 duqc rung dOng to au tham trong tam thtrc

Cling giting nhu khAu hieu, down nhac thu?mg mangy nghia triru tucmg va c6 tac dung (lac biet trong nhen thee nhAn hieu

Bao bi

Bao bi, xet 6 g6c dg don than la v$t dung chin dung, blo ve hang hes trinh khed nhihig tic dOng c6 hai tit mei trutmg ben ngthi

Cling vii cherc sang bao ve, bao bi con e6 tic dung cue kjr quan tong de shit sin

xuat dua vim de dua ra cic thong tin quan trong lien quan den hang hoa

Su da clang tha bao bi Il co hei test de aped tieu dimg phan biet hang h6a MOt kieu ding dic biet efts bao bi se II mOt diu hieu die trong de phis biet va nhon ding hang hOa; met trang tri hitp can Arai mlu sic gqi dun se thu hitt sq chit' y cua ngtred tieu dung

1.2.2.5 Bdo ve thwong hien

Viec blo ve thuang hieu cling quan trong kh8ng kern viec xly dung thuang hieu Holt dOng blo ve thuong hieu giup blo ve quyen lqi tha cong ty khi co b'At lcy mOt trash chip nao, blo ve guy& lqi cua khich hang khi mua sin phim Hog dOng boo ve thuang hieu an duqc len ke hoach trek vl there hien song song vii viec )(ay dung thuong hieu Neu met doanh nghiep Ichang bao ve duqc thuang hieu cua minh se

thong the to niem tin cho ngtrei tieu ding, cho the doi tic lam an de ma rOng phit trien ding viec kinh doanh

Hang kj bao hei

Diing ky bio h0 the thanh t6 ctia thuong hieu la viec thu tien ma doanh nghiep can lam de bio ve thuong hieu Viec Ming Icy bito he glop cho doanh nghiep c6 ca s6 phip ly de gild quyet nhOng tranh chap co the phat sinh ve sau Hien nay, trong the van bin phip lu$t dm Viet Nam thong de cop den thuat nger thuong hieu, vi the clang Icy bao he thuong hieu can phii ducat hieu la ding ky bao ho cac d6i ttrqng sa ham tri tug lien quan thu than hieu hang h6a, ten gqi xuat xu, chi din dia 1Y hoc kieu ding ding nghiep, bin quyen

Tay thuOc vio pham vi kinh doanh ma the doanh nghiep c6 the clang IcY bao h0 thuong hieu tren pig= vi quit gia hogs quec to DE dirge bio h0 thuong hieu tren th1 truting trong nuac, doanh nghiep chi can Clang Icy bito he theo the thirc quec gia Nhung di mOt thuong hieu &Km chap nhOn 6 nuac ngoii, theo quy djnh ctia him het cic nuOc, thuong hieu da phai &Km ding IcY bio he thuong hieu tai nuac cim chit ser hffu vi tien hank cac thu ttre dang ky thuong hieu; hogs theo quy djnh cos cic hiep uOc hoc thOa vac quit to ma nuac tits chit sa hilt vi nuirc ma chit sir hOu muon dang IcY bao h0 thuong hieu 11 Math vien tham gia; hogs theo quy djnh trong cac hiep djnh song phuong lien quan den bio h0 sir hau tri tug

Tao cac rao can cheing zeim pham Chuang hieu

Tao Ito can chemng xfun pham lit the bien phip vi Minh dOng nham hun the hok can fro nhftng chit the Chic ve firth hay coy xftm phom thuong hieu MOt thuong hieu math can ph& c6 gitli phip de chOng doge t6i da cic xam pham tir ben ngoli hay suy thoai tir ben trong

He cheing Iii cac )(Am pham, doanh nghiep can to ra mOt boat cac Tao can ngan chart, tac 11 cac bien phip, tic nghiep vit hoot dOng doge chit dOng dua ra tir phis doanh nghiep Cac nio can thu&ng dugs chia than!) hai them:

- Nham cac rito can Icy thuat

Cac bien phip nay thuong duct thiet lop ngay tir Ichi xiy chrng thuong hieu Cac

bign phip thueng duqc dua ra trong thorn nay 11: too ten thuong hieu vti bieu trong kW) trimg 14p, too the diu hieu quan trong di thin dien hang h6a, vi du thu tern, mac dOc quyen, bao bi vai cic hinh anh, chi flit An ; thiet lap hg axing thong tin phan h6i cim nguiri tieu dimg tir the nhi phan ph6i ho$c dal ly ve chfit Itrqng hang h6a, djch At, mac hai king trong cung dip hang h6a cling thu the djch vp sau ban; earth bio xam pham thuong hieu, al soat thj twang de phit hien hang gii, hang nhai

- Nh6m cic rio can kinh to vi tam lY

Gilm the bien phip nhu me rOng he thong than ph6i vi bin le hang h6a, tang cuOng quan he vai khich hang vi cung cap thong tin day du ve hang heia vi doanh nghiep, tao sv than thien vai khich hang, duy tri vi nang cao chat lugng hing chat luting phvc vv

1.2.2.6 Chien lwp'c marketing-mix trongx8y dying va phat Irian tinning hien

Marketing mix li mOt t#p hqp cac bien s6 mi cling ty c6 the kilm soit vi quit ly

duqc N6 digit sir dung di co ging dot tdd Stang tic dOng vi gay duqc nhUng &oh

hi:Ong c6 lqi cho khich hing mvc tieu Day chinh la chic khOa quan tong de thtrc hien chien luqc phat trien thuang hieu

Cic bO phein au too nen marketing mix li sin pham, gii, phan ph6i, the tien Mn hqp

San pham (Product)

Trong xay dung vi phit then thuang hieu thi chat luting sin phim vi djch vv deng vai at trung tam trong the guy& dinh lien quan den san phim

San phtun vi chit luqng sin phtun chinh la "trai tim" cua gii trj thuong hieu blii n6 li this Mu tien khich hang duqc nghe, nghi hoc hinh dung ve mOt thuong hieu San pham thou man tai da mong muOn vi nhu au cua khich hing la dieu kien tien quyet de dim bao cho stir thanh cong cart the chuong tranh marketing vi tao dying gii trj thuong hieu Thuong hieu chi c6 the phit trien tree co so chit luting cao dui sin phim vi ngtrqc loi, chit luting nhanh chong duqc tiep Mon khi thucmg hieu da chiem duqc cam tinh cia c8ng chthg Chinh vi v#y, viec dua ra cic quyet djnh ve sin phim

can xuAt phit tit chien luqc thuong hieu, d#c biet la chien lutic djnh vi thuong hieu thi moi co the xay dung ductc hinh anh thuong hieu ding nhit trong tam tri khich hang dung thai phit then dutic thuong hieu ve Mu dii

Gici (Price)

MOt trong nhang yeu t6 quan trung cho str sang con cita doanh nghiep la chi& luqc gii ch DOi vai thucmg hieu, chien luqc gii cling li mOt phin quan fixing too nen diming hieu vi nguqc loi MOt sin pliant c6 thuong hieu moth thi thOng thubng gii ca 1u8n dAn dau philn Mac thi trubng d6 vi khich Ian luton chip nh#rt mirc gii cao hon

the thuong hieu conh tranh khic VI v(ty, viec djnh gii chju inh hu?mg Ion tir vj tri thucmg hieu nhung hien nhien cling phii xet den chi phi mi doanh nghiep be ra de sin xuat sin pham nhIm dim bio lqi nhtgin thu duce

Ngoii ra, thy tang thbi diem vi moc tieu marketing nei chung vi mix tieu thuong hieu n6i rieng mi doanh nghiep ra cic guy& dinh co lien quan den gii nhu giim gia, chi& khan

Phiin phin (Place)

Viec dila ke vi chcm kenh phan ph6i cling inh huerng rat Ibn dE'n chi& luqc phit

trien thucmg hieu V6i viec xic (lath phin khfic thj tatting, kenh phin ph6i khong nhUng gitip nhanh eh/mg tieu thy sin phi= mi con Ii meat ding co heti hieu gifip dui thuang hieu flip can duqc khich Ming moc tieu

Quyet djnh phfin ph6i dtti vii doanh nghiep chit yen Ii cac quyEt djnh ve dja diem bin hang Doanh nghiep nen dat cira hang, chi nluirth cua minh b diu? Quy m8 Ong hay hgp? Ne'n c6 bao nhieu cira hang, chi nhanh tren mOt khu voc thj trutmg? Doanh nghiep thutmg phii phin van gifts viec nen b6 tri mOt s6 cira Ming the b nhiEu dja diEm hay thrang cira hang kfm b mOt sto it dirt diEm hen Nhang guy& djnh nay thutmg inh hutmg nhiEu den hinh inh thucmg hieu doanh nghiep, djnh hinh thuong hieu de li thucmg hieu cao cap hay binh din

Xtic Hein ban hang (Promotion)

Xoc hen bin hing la cong co quan tong nhit trq cho viec xiy (long vi phit hien thuong hieu Diy li tit ci cac hog dOng nhim dim bio ring khich hang than biet ye sin phim hay (Lich vo cua doanh nghiep, ce An tutmg tet ve chung vi thoc hien giao dich !Ma bin that so Nhang hoot dung fifty bao gem quang cao, quan he cong

chimg, khuyen mai, em xin phdp duqc With bey ky ham b phttn 1.2.2.7

Quing bi thuong hieu Ii lam sao cho thj trubng bi'E't den Wu cach rOng rai, chap nhan vi ghi nu, thuong hieu dm minh Toy thuOc vio tinh chit dm sin phim, thj trtrtmg moc tieu vi khi niing tai chinh mi cong ty c6 the ip dung cic phueng phdp quing bi bring cic chien luqc nhu quing cao, khuyen mai, quan he cong chung

lei him dua ra thong tin quang cao Ben cgnh d6, quang cao con duy tri long trung thinh cia khach hang d6i yen thuang Mau

Hirsh dam quang cao cling het sic phong phi vi da ding nhu pang cao trtrc tiep thong qua kenh ban hang twc tiep ca than bang cich sir ching lgc lugng bin hang gi6i thieu vi thuyet phip khach hang, quang coo tren cac phirong tien truyen thong (truyen hinh, radio, bio, tap chi ), quing cao trtrc tiep (sir dung thu tin, dien thogi, email, tO rai, intemet, catalogue, ), quimg cao nai ding cling (bang non, ap phich, pano ), quang cao tgi cac diem ban hang (cac gian hang tgi khu thuang mai, tin dung cac 16i

di, quay kg, b6 tri am thank, tivi, video, catalog, ap phich, trung bay sin phim hoic cac phuang lien truyen thong ngay tai dm hang)

Thy vio cac do tinh cis thuang hieu hay dieu kien tai chinh ma doanh nghiep

co the yin dung tong hinh thirc h$c phoi hqp chung lai to thanh matt the trot' lien thong dua ra thong tin ngin nhit, hi7 u ich nhit den khach hang

Quan he ding cluing (PR)

PR la mOt phucmg thirc quan trung trong truyen th8ng thuang hieu, nhim vao doi

aging muc tieu khong chi li khach hang dem Wing ma con thiet lop va khai thac quan

he vii cac t6 chirc xA hOi, gi6i truyen thong, chinh quyen, to chat tai chinh, ngtrai trung gian, nha phan ph6i, nhi cung cap, cOng ding de to dieu kien ph6 hien thuong hieu

PR li viec dimg cac tieng n6i khach quan, y kien cis nhang ca nhan hay to chirc

dqc lAp de nOi ye thuang hieu, sin phim, qua di to Mem tin cho ngued tieu dimg

PR ce nhieu diem nOi hot, de 11 mOt qua trinh thong tin hai chieu, doanh nghiOp khong chi truyen tai cac th8ng tin ye thuang hieu ma can c6 the ling nghe cac y kien, phan h & tir khach hing PR co tinh chit khich quan rat cao do thu&ng sir dimg cac phuong tien trung gian (Hi vitt, tai trq, hoot dOng tir thien ) do 46 thOng dip den vii nhem 46i tugng muc tieu de dugc chap nhin vi tgo long tin han Hoot dOng PR cling truyen tai mOt lugng thong tin nhieu han cac hoot dOng quang cao dan thuan khi sir dung cac bai viet, phong sg, chucmg trinh giao luu

Khuyin mai

Marketing hien dai 401 hOi nhieu host dung han chit khong chi co sg phat djnh gia de to ra sirc hip din vi to dieu kien cho khach hang muc tieu tiep can dugc yeti sin phim ma nhi san xuit con phii thong tin cho khach hang hien ce vl tiem Ming Nhu viy, m8i citing ty se phai ding vai trO la nguen truyEtn thong, nguiri khuyin

mgi Hoot dOng khuyen mgi dugc khai niem nhu sau:

Khuyen mai la mot trong nhttng hinh thirc giao tiep marketing nhim khai vi khuyen kich, thtic dity ngtrbi lieu (king mua sin pan, djch vu cita doanh nghiep COng ell nay of) the giiip ngtrbi lim thj tnreng di clang tiep con nhem khich hang muc tieu mot cich c6 hieu qui vai chi phi khiem ton Nhieu doanh nghiep xem khuyen moi khong chi la ding cu kich thich tieu dung, tang doanh s6 bin hang ma con li mot hoot Ong marketing, cam an khich hang va xiy dung hinh anh thuong hieu, lam sal dOng tti trubmg conk) tranh, thu but nhieu khich hing mai

Ban hang al nikin

Ban hang a nhan la qui trinh nguti ban tiep xuc tivc tiep veri khich hang hien tai va khich hang tiem fling vai muc dich bin cho hQ nhUmg hang Wm, djch vu ma hQ

an

Nhu vey, ca ngueri mua vi ngueri bin deu ce lqi trong qui trinh mua bin, trao d6i nay va nhung ngtrbi trong luc luqng bin hang c6 the co nhemg chirc vu, danh vj khic nhau nhung ho deu la nhftng nguiri tiep xtic trim tiep vOi khich hang vi ce trich nhiem truc tiep ve viec bin cic sin phim, djch vµ curt Ong ty, don vi hQ

Marketing trIrc tiep

Marketing trtic tiep la mot he thong tuong tic Marketing cc!, sir dung mot hay

nhieu phuong tien quing cio de tic Ong den mot phin img dip loi do duce hay viec

giao djch thi bit kSr dirt diem nio

Theo djnh nghia nay thi bin chit cos marketing true tiep la thu dtrqc phin img dip 10 do ducat tar khich hang, dip img co the xem la mot don hang Nhu v$y, marketing truc tiep nhim tic dOng den de dei ttrqng trer thank khich hang, Ay dung mot quan he c6 lqi nhuon

1.2.2.8 Kiwi thdc thuong hieu

Khai thic thuong hieu la mot he thong cic tic nghiep khic nhau nhim phit huy throe tiliftng lqi the coa m6i thuong hieu thong qua ac ytu t6 thtrcmg hieu lam cho thuang hieu tr6 nen ce gii tli tai chinh tient Wing cao hon nhOng gii trj thong thubng c6 the nhOrt biet than thy Long trung thanh elm khich hang la tieu chi vo ding quan tong de xac djnh gii tri tai chinh cua thuong hieu, vi the khai thic thuong hieu Wang the be qua cic hoot dOng nhim phit trien long trung thanh cfmt khich hang Neu nhu cluing bi thuong hieu nhim lim cho ngtrbi lieu dung biet den thuong hieu thi hoot Ong khai thic thuong hieu hueng den viec Qua ra sin phim den vei ngtreri tieu Ong, dem lai lqi nhuin cho doanh nghiep Du6i diy la hinh thirc ph6 Bien trong chien luqc khai thic thuong hieu

Ma rOng vie phdt trio' n he thing phein phi!

Keith phan phai lit mOt top hap cic ce nhan, t6 chile dOc lop vi phi thuOc Ian nhau tham gia vio qui trinh von dung hang hes tin nai sin 'wit den mci tieu &mg MOt kenh phan phai phai dam bio yeu eau 5 "dimg": dung hang h6a, dimg khach hang, ching then gian, dimg dia diem yeti chi phi thap nhit Chinh vi the, veil moi loki sin

pham, by thuOc vio khich hang mgc tieu ma doanh nghiep phii t6 chic kenh phan phai de dem 131 sin pham den dimg dia diem vi thin gian yen chi phi thap nhat

Nhuung quye'n thuong hieu

Trong Chien luqc phit trien thuong hieu cua meth, cac doanh nghiep c6 the khai thic khong chi ck gia tri tinh thin tir yeu tea thuong hieu de thee day kinh doanh, mang Iii hieu qua kinh to cho minh ma con c6 the khai thic trirc dip nhamg gii tri kinh

to tiem An do chinh thuong hieu mang Igi thong qua viec chuyen rilurqug quyen so het hay chuyen giao quyen sir dung thuong hieu cho mOt d6i tic khk

Nhugng quy6n thuong hieu dem lai hieu qua cho ca ben nhugng quyen kinh doanh cling nhu ben nhon quyen NO ce van tr6 rat quan trong dai veil cac doanh nghiep bat din khoi sg kith doanh nhlim khai thic duqc gia tri cua thucmg hieu dem Igi hieu qui kinh

1.2.2.9 Quan tri run ro thitung hit u

Quin tri run ro la chat Ming gift') doanh nghiep xic dinh va gill quyet the van de

phat sinh c6 khi Wing gay inh hireng Ian Quin tri nil ro tot vim gift!) doanh nghiep bio ye thi phan, tgo dieu kien di Eft phi, )(Ay dung hinh inh thuong hieu, vita ngiin ngira duqc killing holing, thorn chi con c6 the Bien run ro thinh co hOi

Khiing holing thuimg den dOt net, bit ngO vi thong tin thuong bi Ian truyen yeti t6c ck) nhanh Khi de, cac chit doanh nghiep tilt de ran vio tong thai thieu sang suat, dua ra each xir 15, khong chinh xic din den khong kiem sok duqc firth hinh, lim cho khfing hoping cling Ian rung

Mai doanh nghiep thuling phii sang chung yeti nhieu nil ro tiem An vi co nheng

run ro se at thinh khimg holing Thgc to nay dOi heti doanh nghiep phai sing suat de

lOp trinh mOt he thing phong ngira nil ro vi ling phe nhanh nhgy khi khung hang xity

ra

Vai fro cim nha quan tri nil ro trong qui truth lam thucmg hieu la xic dinh ducm

ac logi run ro, phan logi vi xic dinh nguan got hinh thanh run ro Ve can bin phii shin nhatn duqc cac that bai nay den qui truth lam thucmg hieu yeti 5 khia cQnh mkt mOt he th6ng: str that bki ve phan cling, su that bki ve phan mem, six that bki trong viec

to chire, sit that bai ve con ngubi vi the that bgi den tir ben ngoii Sau do, plan logi vi

danh gia cap 40 ciut cac yeu t6 nli ro tir d6 xay dung duqc cac phuong phitp tai trq vit kiem soar thich hqp vi viec quail trj rii ro se h6 trq cho viec thvc hien chitin luqc thuang hieu thinh cong

1.2.2.10 Duy tri va ph& trim Chuang hieu

ray dung thuang hieu hoi ► tan khong phiti IA viec chi tao ra mOt thuang hieu, tien hinh ding 14 bio h0 cat yeu t6 au thinh thuang hieu de vi r6i co the yen tam khai thac nhttng lqi ich mi chting mang lai cho doanh nghiep MOt thuong hieu se khong the phat then, thorn chi khe ton tai neu chi so hum n6 khong co cac chitin luqc hqp 19 de duy tri vi phat trien dun ton nheng yeti t6 thj throng vi djnh huong phat trien chung cult cong ty

Duy tri, they thi va ddi mai thtrang bleu

MOt thuang hieu dang tan tai cling deng nghia yen viec no dA tao 1#p duqc cac lien ket, mai t6 chirc se xem zit ac lien ket d6, nhUng lien ket nao nen duy tri, nhang lien ket nit° nen loci b6 Viec hra chqn My se inh htremg den dOng thai cim thj

trtamg, dk biet 11 dOng thai cue ngtrei mua 461 v6i thuang hieu Dieu quart tong IA

nhang lien kit phai tao ra sq Ichac biet ved did thu

Thong thutmg, ngutri to sir dung mOt thuang hieu da thinh cong cho mOt sin phAm khk, dieu nay tan tai rai ro song hinh IA Mm djnh v1 thuong hieu trey nen me nhat Vi v#y cac ding ty van Iva chqn cling mOt loci sin phim trong cling mOt ngitnh

de ma Nog Do dua ra mOt thuong hieu mei se Mn kern rat nhieu nen sir dung lien ket vio mOt thuong hieu myth IA mOt y ttr?mg an tan

Viec ma rOng ten thuong hieu c6 the del be qua co hOi tao ra cac thuang hieu m6i, vi the cong ty cling c6 the tao ra the thuong hieu mai bin each d6i ten thuong hieu do cac tinh ve sin phAm vi each thee tieu dimg cling nhu nhOn thirc ve dong sin phAm dang khong ngtmg thay 461 Viec 461 ten thuong hieu phai dirge xem xet trong m6i quan he ved cac thuang hieu Idnic vi 114 ph& dang bien dei cue thuang hieu

ra sao

Tren thvc te, nhieu doanh nghiep duce mua lei, chia tech hok ban di mOt s6 thuong hieu sin phalli cia n6 cho the d6i tic Iduic hoc chuyen nhucmg quy'en sir dung thuong hieu, dm den viec nhA quan trj thuang hieu phai tinh town dirge gia tri thuang hieu trong qua trinh chuyen d6i nay vi thvc hien cac chitin lucre hqp 19 trong giai doa ►

c6 bran dOng vi chia tech vi sap nhop Kb ban Ong ty hok chuyen 46i mOt s6 sin phitm sang Ong ty khk thi di ten ban diu co the bi earth giinh De dua ra mOt su phan chia hqp 19 can c6 sum &UM gia khach quan to ben ngoai ve gia trj thuong hieu mai cong ty dang so heir de tai sin thuong hieu dirge chia tech mirth bach

Dau he cho thuong hieu

DE dux hiEn mOt chian luqc thuong hieu, mOt t6 chirc truck hEt an stir nhAt quan

va quyet tam tir cap Midi doo cao nhAt mkt to chirc, tiep theo phai ce NI ph'An chuyen teach ve xay dung vi phat trien thuong hiEu Nguem !than luc dm by phon thuong hieu phis' thuOc vio muc dich, quy m8 vi khit nang tai chinh dm t6 chat

De dim ra mOt mirc ngfin sach hqp ljr &Si hoi nha hooch djnh chi& Itrqc phii du bao vi can d6i duqc cac el:mg vi'ec trong mOt tong the chung ding ty NhArt thtic duqc '

tam quan tong dm ngan sach &nit cho cac hoot dOng, nhi quan tri chi& Itrqc thucmg hiEu mai c6 kha nang xAy dung cac budrc di mang tinh sang too hqp 157 MIA Gong ty phiti dtra teen thi phAn va xu the thj phAn d6i voi cac thuong hiEu khic nhau de tir d6 tinh toan viEc phan b6 nem sach cho cac thuong hiEu

ICET LIJ4AN CHUtING 1 Thuong hieu la tai san quy gia thing vai to quan tong doi vai stir ton tai va phat trien cua doanh nghiep Xay dung met thucrng hieu mph mang den cho doanh nghiep lcri the rat to lin, khong chi vi no tdo ra hinh anh dui san phArn va doanh nghiep ma con c6 5, nghia quan tong trong viec tao uy tin cho sin phiun, thic day viec tieu the hang hod va la vu khi sic ben trong canh trash

Trong chucmg 1 em dd trinh bay re cric khai niem, thuot ngCt, vai tro, chic nang cis thuang hieu dOi yeti doanh nghiep va khach hang cling nhu lien trinh thvc hien cong tic cia chien luqc phat trien thuong hieu Nhim trien khai y nghia cac khai niem

ye thuang hieu o chuang 1 met ctich dAy di, chuong 2 se di sdu nghien dm, phan tich

va danh gia ye firth hinh thvc hien chien luqc phat trien thuang hieu tai tong ty TNHH COng nghe thong tin Blitz

CHUtYNG 2 TH1,CC TRANG PEAT TRIEN THUtING 111tU CIJA CONG TY

TNHH CONG NGHt THONG TIN BLITZ VieT NAM 2.1 Tong quan vi Cong ty TNHH Ong ughe thong tin Blitz Viet Nam

2.1.1 Qua Huh hlnh thinh vi phat trier

Veri met niem tin mash liet rang cac giii phip CNTT hen lien ce the mang den

sv det pha cho cac t6 chic kinh to trong khu Arc Chau A — Thai Binh Duang, vzlo nam

1998 nhOng ngtrtri (king sang lop quyet tam ducmg dau veri thach thfrc va thanh 18p nen Blitz IT Consultants Pte Ltd tai Singapore dyed sv dieu birth tha Chit tich Top doim Han Meng Chia Trong nhemg nam qua, cong ty da phat trier nhanh chong va n6i len nhu mOt d6i tac thuong mai vtrqt tr$i Ging ty duqc thanh 1$p vol nganh nghe chinh la

to yin, cung cap cac giai phap va dich At tin hqc hang du 6 chin A, thutmg xuyen c6 mirc tang throng hai con s6 va la 661 tic chi dinh beri nhi'eu nha cung cap c8ng nghe hang Mu the gieri

Vol hon 150 khkh hang VA 10 quific gia tren khip chau A, Blitz IT Consultants Pte Ltd da xay dung duqc mOt nen m6ng yang chic veri dank tieng tuyet v6i trong linh

we phan ph6i va cac dich vv trq gill phap tin hoc Ding ty cling duqc xep vao mot trong s6 flitting cong ty phan ph6i ding nghe phit trien nhanh 'that trong khu Arc Hien nay, cong ty la d6i tac cung cap the giai phap lien quan den SWIFT cho cac nem hang

6 Singapore, Viet Nam, Philippins, Campuchia, Myanmar, Brunei, Malaysia

Thing 7 ram 2010, Cong ty Blitz da chinh thIrc thanh lap chi nhanh tai thi trutmg Viet Nam yen try sa chinh 6 Ha NOi va van phOng dpi Bien tai TP H6 Chi Minh veri ten dAy du la Ging ty TNHH Cong nghe th8ng tin Blitz Viet Nam

Trong thing Mm qua, Blitz ttr hito di xay dvng duqc mai quan he hqp tic tat dep veri rat nhieu doanh nghiep, vuan len fro thimh nha phan ph6i an ninh mang hang dau va xay dvng thanh cong tinh da dung We la ket qua caa sv phat trier khong ngimg

ca ser kinh doanh 6 Singapore va Viet Nam Blitz WI cung cap khong chi gill phip tai chinh cho cac ngan hang ma con bao gem he thong mang, cac thiet hi va giai phap to van him met, thiet bi thong tin cho chinh phi*, cho cac doanh nghiep vira va nh6, truttng hqc va cac ding ty truyen thong

Val tinh than doanh nghiep it rang va tun tam phat trier quan he hqp tic gate

4, Blitz da va dang vtron len ter thanh mOt ding ty da qu6c gia hang dau trong ngimh

Tu yin thanh toan va tich hqp he thong, d8c biet la trong linh Arc phan phei cong nghe, giii phip ngan hang, RIGS va SWIFT

2.1.2 Ca cin to chic

Se do 2.1 Ca an tó chic dm Cong ty TNHH Cling agile thing tin Blitz Viet Nam

Gam doe

Phan

TM chinh - ke than

Pheng Hinh chinh quail

tri

Pheng

TO chirc Man stir

PhOng Kinh doanh

BO Plgin BO Pherl

(Ngucin: Phong To chic nhan sit)

2.1.2.1 Gidm lac

Guam d6c cua CEng ty TNHH Ging nghe thong tin Blitz Viet Nam lit 'Ong Han

Meng Chia, nguyen chit tich Top doin Blitz Singapore Guam dtc c6 nhiem vtit quin ly

vi (lieu hinh toast b0 cic hoot dOng slut xuat kinh doanh cia cling ty, chlu trich nhiem

truk cOng ty ye viec thvc hi4n cic quyen vi nhiem minh theo quy dinh cia

cOng ty vi phap WO Giant doe con cO trich nhiem ban hinh ck quy ch id pan ly, bt

nhiem, mien nhiem, cich chirc cic chirc danh trong cling ty de bi) may cling ty hoot

dOng duqc a ding, hieu qui

2.1.2.2 Phbng Tai chink - loan

Phong Tat chinh - Ke tam g6m ke toin truOng vi ck ke tok vien, chit' trich

nhiem trq giip Giam dtc ve ding tic quin ly tit chinh, dim boo win vi giam sat sir

ding von cho ck dg an &mg mvc dick, ding nguyen the vi co hieu qui; ghi chop clic

nghiep tql ke town phat sinh; xay dvng vi thvc hien ale ke hooch tai chinh ngiin vi dii

hut; lop dv town, t6 chirc cOng tic ke Wan, can doh thu chi trong cOng ty; lip nen cic

Bao coo tai chinh theo you au, quy dinh cia nhang ngutri co lien quan

2.1.2.3 Phbng Hank chink gubn tri

Phi:mg Hinh chinh quin tri li pheing c6 nhiem v4 to chirc tuyen dvng nhan vien

theo ding nhu cau cua ding ty de m vi thin theo etic quy dinh elm phap luot; quin ly,

theo dbi tai sin, vat dung cent ding ty; quin 15, luu tra ho so, van ban theo dung quy

dinh; t6 chirc vi quip ly lye Itryng bit° ye, dim bio tat tit, an toast chi)/ no vi dim

bao tai san cita cong ty khong de xity ra sp e6; chain to dei song cita can b0 cong than vien twin Gong ty

2.1.2.4 Phbng TB chac nhin slr

Phbng T6 chirc nhan su c6 chin tiling tham muu cho Giam d6c ve viec sip xep, b6 tri can b0, &to to va phan loth lao (long de b6 tri dung ngtr6i, dung ngiuth nghe, cOng viec, thanh quyet town the dO cho ngu&i lao dung theo chinh sach, the dO nha nu6c va quy cht cua cong ty

2.1.2.5 Phbng Kinh doanh

Phbng Kinh doanh c6 nhiem vy t6 chirc, phial phoi, tim kiem khach hang va cung img hvc tiep hang h6a, djch vu cho mqi doi ttrqng, quan 19 tier, hang h6a, ca sec vat chit do cong ty giao

Bd phem djch vu

BO phin nay c6 trach nhiem gisi quyet cac lchieu noi, tranh chip gitta kith hang

va cong ty trong va sau thin gian sir dung djch vy, san phan theo quy djnh HuOng din, giai thieu san phim, djch vu, giai dap sic thic mac ten nhOng khach hang can to van ve san phArn Dinh gia chit luqng san phim th8ng qua tim hieu, thu thap phan h6i

cna khach hang, sau d6 lam cac ban phan tich, bao cao gran Phbng Kinh doanh va Giam d6c

co au to chitty holm toan phit hqp v6i cong ty

2.1.3 L1nh vvc kinh doanh cis cong ty

Cong ty TNHH Gong nghe thong tin Blitz Viet Nam la nha cung cap cac djch vu CNTT chuyen nghiep hang dill tai Viet Nam Hien cac djch vy chinh dtrqc cong ty cung cap nhu sau:

• Tu yin thanh than va tich hqp he thong, chuyen ve SWIFT, RTGS

• Cung cap giiti phap va djch vu CNTT

• Tu yin lap va xfiy dung du an deu to img dung CNTT, to van them tra va giam sat thi ding cac du an afrr cho the doanh nghiep, ca quan, chile

• Tu van va phan tich thiet ke mang LAN va the phan mem 1mg dung

• Ph& then phiin mem 1mg dung

• Kinh doanh thiet bj CNTT

• Thiet ke website va ct holt

2.2 Kit qui host dung sin 'tat kink doanh cia thug ty trong giai down 2011 —

2013

Bing 2.1 Kit qui host dung sin auk kink doanh giai dogn 2011 — 2013 cia

Cong ty TNIHI Ong ugh thing tin Blitz Viet Nam

Don vi tinh: Hong Viet Nam

1 Doanh thu than 2.436.471.392 2.861.435.421 3.319.170.171

(Nguan: Phong Tai chinh — Kg toan)

Doanh thu thuin

Doanh thu than ve ban hang va cung cep djch vu cua nam 2013 la 2.436.471.392 VND Giant 424.964.029 VND (trong (mg giam 14,85%) so vol nam 2012; Doanh thu nam 2012 giant 457.734.750 VND so vai Mm 2011 (Wang (mg giant 13,79%)

Giiti thich cho ly do giam doanh thu nhu voy la bbri trong nhemg nam vita qua Gong ty phai d6i mg yeti rat nhieu kh6 khan khi phii canh tranh v6i hang bat cic doanh nghiep 16n cung nganh nhu FPT, CSC, VNPT, Viettel trong khi Blitz van la

mOt cai ten meri, chua quen thuOc voi thj tnrOng cong nghe thong tin Viet Nam Cac doanh nghiep toi Viet Nam van co xu huerng tin Wong va sir ding cac san pham, dich

vv den tit cac cong ty cong ngh'e thong tin c6 tieng chit chua hoan town d#t tro niem tin vio mot citing ty ma ten tu6i con chua ph6 bien trong nu& nhu Cong ty Blitz Ben earth d6, do chua c6 kinh nghiem hoot dOng toi thj tru&ng Viet Nam ma Blitz cling chua nfun bit duqc nhCmg nhu au caa khach hang de dap img, gap phan nang cao doanh thu

TIng chi phi

Ten chi phi cong ty b6 ra nam 2013 11 4.968.219.328 VND giam 346.104.053 VND so voi nam 2012 la 5.314.323.381 VND (tuong ling giam 6,51%); chi phi trong nam 2012 giam 195.899.180 VND so voi nam 2011 (tuang img giam 3,55%)

C6 the nth ring do tinh hinh kinh doanh ells cong ty trong 2 nam trer loi day Ichong duqc tot, bei vay cong ty buOc phii c6 nhilng bien phap cit giam mOt s6 chi phi Ichong can thiet trong the dv an, cong tic Owe hien quang bit, marketing cho thucmg hieu de &nil chi phi dim to cho chit Itrqng sin pham, djch vµ ctia minh mOt each teal shat, toi da h6a lqi nhuon

Lqi nhufin

Lqi nhu(in ells cong ty trong nam 2012 giant 261.835.570 VND so v6i nam 2011 (twang ling giam 11,95%); nam 2013 &Am 78.859.976 VND so yen nam 2012 (tuang img giam 3,21%)

Tir nhitng s6 lieu tren to nhon they m#c dit co sv dieu chink trong phan 136 chi phi nhung lqi nhu#n caa cong ty du van clued mitt 0 cho they hoot dOng kinh doanh ells cling ty van chua tien 130 Beri v$y, trong Prong lai, cong ty can c6 !thing bien phap sir chmg chi phi vi nguan von hqp 15r de toi da hea lqi nhuon

2.3 M8i trufing kinh doanh

NhOng nam gan day, voi sv conh tranh ngiy cling gay gat gifra cac cong ty cimg nginh da anh huOng moth me den sv phit trien ells cong ty VOy, de co the ton toi vi duy tri sv phat trien thi Cong ty Blitz cling nhu the doanh nghiep khac can phai quan tam danh gia va phan tich cac anh huOng ctia cac yeti t6 tit mei trtrimg ben ngoiti ding nhu nOi bO doanh nghiep, to d6 lkn can cit quan trong giap nha quart tri co the c6 cac chien luqc phat trien Ong ty mOt each dung din

2.3.1 Mill tririmg ben trong cfia doanh nghiep

2.3.1.1 Con ngual

Ngu6n nit lqc lit tai san vo gia cult doanh nghiep, d#c biet trong link vpc

CNTT tong ty so hem Ivc luqng lao dung duqc dio too chuyen situ v6i be day kinh

nghiem trong Milt Arc CNTT tin hoc Day chinh la yeu to quyet djnh den thanh ding cita Blitz Ben d6, ding ty con c6 mOt dpi ngct cong tic vien dung dio ca trong va ngoii nu& la nhOng chuyen gia uy tin trong we tin hoc de dam Ho 118 trq Mt hcrn vi toan dien hon cic yeu eau cum khach hang

NguOn nhan lye chuyen nghiep, linh hoot trong to van, sang to dua ra the giii phap nhim to ra cic sin phim, djch v4 mai, chit Itrqng cao, phit hqp dip img nhu

au va quyen duce lua chqn curt khich hang

Ben canh da, cling ty cling bon chit trong then khai cic cling tic dio too, tai dio

to del ngu cin bc) cling nhan vien trong viec nang cao trinh dO chuyen mon nghiep vu, thai dt) tiin tam phut vu khfich hang, phong cich lam viec chuyen nghiep, tinh thin

&Ong dei, tinh thin trich nhiem cao Ding that cling ty cling xfiy dung khong gian lam viec doan ket, than thien de tong ca nhan xem top the nhu mui nha this hai cis mirth, mOt tang bio ve vi phut trier thucmg hieu

2.3.1.2 Thi chink

D6i v6i mai doanh nghiep thi nguin von li met yeu to rat quan thing gap phin xiy dung vi cling c6 the hoot dOng kinh doanh curt mirth citing th6i n6 dim Ho su tan tai vi yang chic cho cling ty

Qua bang s6 lieu ye tinh hinh tai chinh curt cling ty nhu tren co the thiy ring, doanh nghiep thus quan 19 Mt chi phi b6 ra; chtra sir di,mg nguin von hqp 19 S den tinh hinh kinh doanh trong nheng nom gin day khong duqc Mt

2.3.2 Mai trtrivng ben ngoii cart doanh nghiep

2.3.2.1 Moi Inning InningvTm8

M8i throng vi m8 la tat ca cic lye luqng nim ngoii t6 chile doanh nghiep Mac dit khong lien quan Mire tiep va r8 rang nhung Iii co anh htrimg rat math me den doanh nghiep Moi truing vi mo bao gam the yeu Kinh te, Chinh tri, Van hOa — XA hei, Kg thuet — C8ng nghe, Ty nhien

Moi truing kinh to

NhAmg Bien dOng curt cic yeu to kinh to c6 the to ra co hOi vi ca nhang thach thac NT& doanh nghiep De dim bio thanh ding curt hoot dOng doanh nghiep fru& Bien dOng ye kinh te, doanh nghi'ep can phiti theo d8i, phan tich, du bao Bien dOng dui ding

yeu t6 ve thj truing, ve nguan khich, de dua ra the giai phap, cic chink sach Wang ling trong timg thoi diem ell the nham t$n dung, khai that &tang ca hOi, ne frith, giant thieu nguy car va de Oa

Trong Stung nom gin day, Vi'e't Nam di dat duce nheng thanh tqu ding k'e trong phat then kinh M Cling yea mai quan tam ve the giii phap cling nghe img dung, cac t6

doanh nghiep phat trien cling math se cling sin sing du to ngu6'n yen cua minh vao vise sir dung, biro tri vi ding cap the ha tang mang Tuy Innen, MI* luc cita cac t6 chine, doanh nghis@ la khac nhau, beri v#y Cling ty Blitz yin gap phai met s6 khe khan nhat djnh, nhu phei xac djnh vi thiet ke cac djch vu hoc gei djch vu nio phi hop vii kha niing ciut cac khach hang

He thong giao th8ng, thong tin lien lac a cac thank phi 16n nhu Hi N0i, TP H6 Chi Minh dil vi dang duqc dau to thigh ding Internet dang duqc phi c#p nhanh chung, mac vien thong, buu chinh duqc dieu chinh giam ding k'e so yen truac day cho phop cling ty ce the sung cap cac san pham, djch vp cua minh tai nhieu khach hang

!chic nhau ding thin &up tiet giim chi phi, nfing cao hieu qua host dung

Mot truing chinh tri - phcip lucit

Day la met nei dung khong the xem nhe khi phan tich moi tuning vi mo Mai tnrbng chinh tri - phap kat bao gOm phap, the chinh sach va co the NM nude de& yeti nginh kinh doanh Bit cu su thay 46i ve chinh sach hay the dO cua Nhi nude deu c6 anh huang Ian den hoot dOng sin xuat, kinh doanh cua doanh nghiep Dac biet, nganh CNTT lai la met trong cac nhanh rat nhay cam yeti cac van de nhu On djnh chinh tri, the the chinh tri vi tip trung guy& lye, quan hg quOc te

Viet Nam duct danh gia la met trong the cut& gia ce nen chinh tri it bien dOng nhat Nhftng chinh siich kith te, van bin Minh chinh duqc Nhi nude dua ra dua tren thuc tien filth hInh cac doanh nghiep trong nude vi hoc hei kinh nghiem ten the gidi

da din khac phyc duce nhitng kh6 khan cia nen kinh te hien nay, to chi dua yang chic cho cac doanh nghiep phat trien trong then gian tot Them vao 46, nh#n thay tam quan tong cita phat trien cua CNTT trong tien trtnh xay dung vi dei mai dirt nude, Nha nude citing c6 nhieu M trq clanh cho the doanh nghiep hog d'Ong trong link vuc nay not chung vi Cong ty Blitz not ri'eng

Mai Mien lift thuCit — cong nghe

Day li yeti t6 mo ra nhieu co hei vi du% mang I?i nhieu thach thirc buOc doanh nghiep phii tim hieu Icy de lip dung cho vise phat trien sin pham djch w cua minh La met trong nhang yeu t6 dau vao dm qua trinh sin xuat nen day la yeu t8 quan tong quyet djnh vies sin xuat cita doanh nghiep c6 hi@ qui hay khong

COng nghe li met trong s0 cac than t6 quan tong thee day sv phat trien cua

cong ty La met doanh nghiep hoot dOng trong linh vuc CNTT, Blitz c6 rat nhieu cu hei de tiep xuc yeti cac khoa hoc, ding nghe, k9 this mai nhlit, tien tien nhat de ti de h6 trq nghien cum vi phat trien cac sin pliant vi djch vu cunt minh ngiy tang holm thien hon