Nghiên cứu hoàn thiện chiến lược marketing dịch vụ giao nhận hàng hoá xuất nhập khẩu bằng đường biển

I BANG BIEUNet kh:ic bie:t gifra phan chien luoc va phiin chien thu at3an luong giao nhan hang hoa xuit nhiip khfiu ciia Vinatrans Gifi tri giao nhan h g hfia xuat nhap khau cua Vinatran

TRUIJNGDQHOCNGO@THUONGKHOA KINHTOVAKINHDOANHQUC TECHUYENN GANHKINHTONGO@THUONG

NG8IENCNHOANT8I$NCEIENLIJ(IC MARKETINGD!***?GIAON8§NHANG8OAXNIIBANGDI£IIIJGBIENCBA C6flGTYCPGN8TNG0§IThIJIJfiGII/INATRANSI

I BANG BIEUNet kh:ic bie:t gifra phan chien luoc va phiin chien thu at3an luong giao nhan hang hoa xuit nhiip khfiu ciia Vinatrans Gifi tri giao nhan h g hfia xuat nhap khau cua Vinatrans

Co c:iu mat hang giao nhan cua Vinatrans

Uu nhuoc diem chic:n luoc marketing — mix ciia dich vunhan hang ho:i xufit nh:ip khau bang dvéng bie“n

VINATRANS

Du bao mat hang xuat kh:iu chit yeu ciia Viét Nam d‹:n n:inn 2015

Du bfio hang nhap kh:in ciia Viet Nam dén nam 2015

Gia tri san luong du toan cua nganh giao nh:in v:in Hi hang hfia quoc té tai Viet Nam

Mfit so chi tiéu kinh te: ve dich vu giao nh:in nhiip khau bang duong bién ciia Vinatrans

SO DO

Situ thi tructng cua marketing dich vu

Ba cap quyc:t dinh chie” n luoc marketing Co cau to chuc ciia Vinatrans3.4

II1.11.2

2 1

TRANG 867 DANHMUCBANGBIEUVASODO

MUCL U C

“CHIENN LUOCMARKETINGDICHVU 3

I Marketingdichvu 3

1 Bcinchci’t 1.1 Dinhn g h i a 3

1.2 Dacdiémciiadichvu 4

2.Binc h a t cii‹imarketingd i c h ri i 5

2.1Dinhn g h i a 5

2.2.Banchathoatdongcuamarketingd i c h vu 6

2.3Thitrvéngh o a t d o n g m a r k et in g d i c h vu 8

II Chiéntune marketingdichvu 13

1 Chiénluctcmarketing 13

2.Nettdungchinhcii‹ichiénlimemarketing ?#

2 1Haiphanchinhciiachie“nluocmarketing 14

2.2Cacciipquyétdinhchiénluocmarketing 15

3.Czicloaicfiiénlircrcmartceting j6 3.1Chic:nluocmarketingtongthe 16

3.2Chie’iiluocma rk etin g - mix 18

4.Nhiingnhénter‘cinhhutgdénchié‘nlitocmarketingcuadoanhn g h i é p .

19 4.1Mfiitracingkinhdoanhciiacfingty 19

4.2 Chucuangvamuctic:ucua tiingcfingty 19

S.l'oitréciizichiénfiriicinarketing 20

III Quytrin h x : i y d u n g c:iechiént u n e m a r k e t i n g 21

?.Phént i c h ffr t r i t o n g 21

1.1 1Phantichdie:inmanh,diemyéu,cchfii,thachth frc ciiadoanh

nghiep(Phant ic h SWOT) 21

1.2 Phfinkhiicthitrucing 21

1.3 Lirachonthitrircrngmuctic:uvadinhvithitracing 22

2 Xécd i n h nine tiéu cmachiénliicrcmarketing 23

3 Thiétké“vaxuydung chiénlimemarketingting thé’ 24

4 Thiétkév e r xayd i t n g c h i é n l i i o c ma rketin g - mi x .24

4 1Chiénluocsanpham 24

4.2chieninncgia 27

4.3 Chienlu oc phanp h o i 29

4.4 Chie“n1uocxiictic:nbanhang 29

5 TOchiictftirchiénchié“nfir‹zcmarketing 30

6.Kéh o a c h th eo diii,kiémt r a ve t d i é u c h l n h 31

CHUONGO : PHA“NNT I C H C H I E NL UO C M A R K E T I N G DICHV U

II Thuctrangh o a t dongg ia o nh:inh a n g h é a x u : i t n h : i p kh:iub : i n g

duringb i é n ciiaVinatrans 42

1 Quy trinhgiaon h t i n rig héaxucitnhépkhaubangdirongbié'n 42

1.1 Giaonhanhang khaub : i n g d u o n g bie:n 42

1.2 Giaonhanhang nhapkhaubigducng bién 45

2 Ké“tg u t kinhd o a n h d i c h v u g i a o n h a n h a n g h é a x u é t

n h é p k h a u b r i n g diténgbié’ncua ccingIytrongnhringminigemdciy 46 2.1Sanluonggiaonhanhang hfiaxuatnhapkhaubangduéngb ién 472.2 Giiitrigiaonhfin , 48

2.3 Kétcaumathanggiaonhan ! 49

ID.Ph:intichchiénluncmarketingdi c h vugiaonh:inhangho:ixu:it nh:ipk h : i u b a n g d u r i n g b i é n c o n g ty V i n a t r a n s 50

1 Phtint i c h chungv é ccingtcicmarketing c i i a Congty 50

1.1 Nghiénciiu ve:lhitruéng 50

1.2 Phfintichdoithiicanhtranh 52

2 Phcintichcticchiénlitocmarketingcuthétronghéthéngmarketing—mix 2.1Chic:nluocsanphfim 57

2.2Chieniuocgia 58

2.3 Chienlu o c phanphoi 60

2.4 Chiénluocxiictién 60

3.Danhgiachungvéchiénlimemarketingdichvugiaonhanhcing hoaxuatn h a p khaubi in gdirongbiéncuaVinatrans 61

CHUONGOI:M©T “YKIENHOANTHIENCHIENLUOC M A R K E T I N G D I C H VUGIAONHANHANGHOAXUATNHAPKHAUBANGDU©N GBIENCUACONGTYVINATRANS 64

I.Triénv on g ph:itt r i é n vat h : i c h t h i i c diiiv‹iidichvug i a o nh:inhang

hfiaxu:itn h : i pkh:iub a n g d u f i n g b ién t r o n g t h i i i g i a n t 6 i 64

1.Triénv o n g phatt r i é ’ n d i ch v u giaon h é n q u c › c t é éViétNain 64

2 Nhiingt h é c h thiicdc›ivéidichv ugiaonhanhénghc›axuétnhap GeminibéngdiiongbiénemitVinatrans 66

II.Muct i é u , phuonghu6ngp h : i t triénkinhdoanh dichv u giaon h f i nhanghoaxu:itnh:ipkhfiub : i n g duringbienci ia Vin atranst r o n g thiiigiant‹iivanhfmgv:indéc:ipthiétd:itra 67

1 Muctiéuviiphiiongh i t é n g phatt r i é ’ n kinhdoanhdichvu giaonhanhcinghéaxucitnhcipkhciubringditéngbién ciiaVinatranstrongthéigianhii -.

67 2 Nhiingveind é c a p thiétdétr a d ¼ i v é i V i n a t r a n s dé’thiichiénn i n e t i é u va phiiongh i i c r n g phatt r i e n dichvu giaon h a n hcinghoaxuti’t nhdpkfiziiib‹ingdu:itigbién 69

IH.Mots o y'h i é n hoant h i é n chiént u n e m a r k e t i n g d i c h v u g i a o n h : i n hangh o a xu:itn h : i p k h : i u b é n g d u r i n g b i é n ciiaC f i n g t y V i n a t r a n s 70

1.Chié‘nfiz‹icsclnphcim 7?

2.Chiénfir‹icgizi 72

J.Cfiiénfirizcphdnphcir 74

4 ChiéhIir‹c.riictiéu 76

KITLUN 79

TAILIEUT H AM K H A O 80

1 Tinhc:ipthiétciiadétai

TrongnhiingndgandaythitracinggiaonhanvantaiciiaVietNamdadatduocnhtingbuccphfittriénquantrong.Ciingvéisutruéngthanhciiac:iccongt

nfiichungvacuaVinatransnfiirie:ng.Chinhvitinhcapthie“tvamoiménaytfiid

achon“Nghiénciiiihocinthiénchié‘nlitocmarketingdichvugiaonhanhcinghé axué‘tnhapkhaubringditéngbié’nciiaCc›ngIyct phcingiaonhcinveinHiNg oatThitongVinatrans”Hamdetaikhfialuiintotnghi‹:pciiaminh

2 Mucdichnghiénemu

Khfialuan totnghic:pnaydune nghienctiunh:innhaimucdich sau:

• Phantichchie“nluocmarketingdichvugiaonh:inhanghfiaxuatnhapkhaubangduongbie:nciiaVinatrans

Phamvinghic:nc u u c ii adetaigifiihano via:cphant i c h c hi e n luocmarketingdichvugiaonhanhanghoaxuatnhapkhaubangduongbienciiaVinatransdaapdungtrongthcigianqua.

ChuongIII:Mfitsoykie:nhoanthiénchiénluocmarketingdichvugiaonhanhanghfiaxuatnhapkhaubangdufingbienciiaVinatrans

Tfiixinchanthanhcainon TS.Tr:inSi

Lam,c:icthayc o giiiotrongkhoaKinhte:&KinhdoanhquocIecungc:iccanbficfingnhanvienCfingtyCPGNVTNgoaiThucrngVinatransdagiiipHihoanthanhkhfialufinnay.SaudiiylatoanbfinfiidungKhfialu:intotnghic:pciiatfii

khfinglix:nquandc:nhanghfiaduciidangvfitchatciiano

Tréngiiicdfinhinnhanstphamnhv lamottongthévemuctiéuhayquittrinhthfiamanc:icnhucaucuangucritiéudiing,trongdfiloaihanghfia—dichvum a c d ii d u o c ph:inb i é t l a haidangs a n p h a m h a n g h f i a s o n g vciig i i i cdof er n h o n c h u n g c o m o i q u a n h é h im c c vciin h a u t r o n g v i a : c t h f i a m a n

n h u c:iu,ch¼ghan,nhudichvuthuantiiy ,sanphiimt h u a n tfiyhaysanphiimd

i c h vu cfitheskidungtrongsuthaydoiqualai

Gifrahangh f ia v a dichvu,trongm o i q u an h e : hint c c , vérik h o i lu c rn ggiciihang iii trisirdungciiamotdo nviloiichcungring,chungcosuchuye:nhfiatannhauve:hinhthtrc.Batdauttrhanghfiahoanhao,tciihanghfiadilienvoiciicdichvu,

tic:pniiamotdichvuchinyc:uphaicosanphfimhanghfiahiénhimlamthanhmotchinhthé(capdfii)vficuoiciingladichvuhoanhao

Dichvu cu n g cfipchonguoitie:u d t i n g nhiéug i a tritrongcu n g ring,d filachuoigiatriciiamotdonvidichvu.Loiichdichvuman glai laloiichtfingthébaogfimc a vfitch at v f i tinht h , ca1c iichch in h v a l v i ichp h u t h é m d o nhie:uhoatdongdichvutrongquatiinhtaonén

Hoatd o n g dich v u c o thetaedongtructiépvaonguoit i e u d u n g , nhtirigkhachhangnaytrothfinhm o t y eu t o dauv ao ciiaqufitrinh c u n g frng dichvu,

n:inntrongccchecungting.Vi dunhudichvukhamchfiabénh,taingfii,xoabfip,vanchuyénhanhkhach,daotao SongdichvucontaedongvaoHisansohiiucuakh:ichhangnhusirachfrafito,

xcmay, lamtiinggiatrisirdunp•,giatritaisanmaquyc:nscihimvechungkhfingthaydoi

1.2Décdiémciiadichvu

Tinhkhéº8º•‘e•²rim.’D i c h vukhfington taiducidangvatth é Tuy

nhiéntinhkhfinghic:nh i i u nayémucdobie:ulokh:icnhaudoivcitirngloaidichvunocoquanhetoichatluongdich vuvavia:ct i e ‘ u diingdichvuciiakhiichhang.Changhannhudaotao,trfingtré,dulich,hoacnghingoitrongkh:ichs a n T i n h k h o

n g h i e n h i m c ii a dichv u d u n e b i c : u l f i quay e : u t o v : i t c h a tnaodfivadfichin

hlanhungphu0ngtic:nchuyéngiaodichvuchokhachhang

Tinhkhongthe’téchréikhc›iItguéngé’c.Sa n ph:tindichvucotinhdact h t i ,

via:ctie:uditngsanph:inndichvusongsongvciviéccungfrngdichvu.Vithe:sanph:innduoctie‘udiingomoithciidie:invoisuthamgiaciianguoitic:uthu.Via:ctaorasanphamdichvuvaviéctieudiingnolamotthe:thongnhat

Tinhkhongondinhvécliétlironp•.s:inph:inndichvuphitieuchuanhfia,c o giiitric

ao.Dodiictrungc:i bie:th f i a cungringvatic:ud t t n gd i c h vu.Su cungtrn

gd i c h vuphuthuficv a o kjthuatv a khan:Ingc i i a tiingn g u f i i th uchic:ndichvu(cattoc,xoabfip,canhac ).Vi‹:ctiéudiing dichvutcrimucnao,caohayth:iplaiphuthuficvaotiingkh:ichhang,khong

ngUciinaogiongnguoinao.Honnfra dodactfnhdichvukhfinghienhftunénkhfingthe:dolucrngvaquychu an hfiach:it l u o n g c u thenhusanph:innh a ng h f i a dvoc.Vit h es a n phamdichvukhfingdongnhat,riotcachkhfickhfingondinhvechatluong

Tichklic›n8ו8‘•"rditoc.Sanphamdichvuphaitiéudiingtruetiép,

khfingc o khan an g l U U Q i u duoc L y d o manh i c:u b a c s i vdnt h u t i e n c i

i a nhtrngbénhnh an khfingc l e n khambenh lavigiatricacdichvuv¾tonta

in g a y cakhibénhnhankhfingdenkham

2 Bclnc h a ’ t cuama rketin g d i c h v u

2.1 Dinhn g h t a

Doc a n h t r a n h trongt h i t r a c i n g d i c h v u n g f i y cangk h o c l i é t m

d x u a t hic:nmarketingdichvu.Marketingd ic h vuIDsuphfittriénlythuyétchungcuamarketingvaolinhvucdichvu.Dichvulairatbien dongvadadangvoinhic:unganhk h a c b i é t n h a u V i t h e " c h o t ci i n a y h o c t h u a t c h u a c o m o t d i n h n

Nhungn h i n c h u n g c h i i n g ta cothe hiéuv e marketing d i c h v u m o t e a ch

• Marketingh o n h o p cac n h a n t o q u a n t r o n g b é n t r o n g h a y n h irngt h a

n h phant a o ramotchiron g trinhmarketingc u a mott o chtic(doanhn g

h i é p , congty )

• Quatrinhtic:pcan:Chiénluocvaquatrinhq u an lydamb ao chomarketing

h o n h o p v a c a c c h l n h s a c h b e n t r o n g t h i c h h o p v c i i c a c ] u c luongthitracing

• Lucluongthitruong:Cohfiibe:nngoaihaythanhphiinmacachoatdongmarketing ciiatochtrctacdongtéi.

2.2 Bcinchcithoatdc›ngciiamarketingdichvu

Hoatdongmarketingdichvudie:nratrongtoanbfi

qu:itrinhsanxu:i1vatiéudiingdichvu,baogfimgiaidoantrucctie:udiing,tic:udungvasaukhitic:udiing.De"cothenambatdvocbanchatciiahoatdongmarketingdichvu,chfingtasc:divaomotsonfiidungcuthe:nhusau:

Qu:itrinhdientiéuciiam f i t chuongtrinhmarketingdichvu:Quatrinhnaybaogommarketinghonhopciicnhantoquantrongbéntronghaynhirngthanhphfintaonenmotchuongtrinhmarketingdoanhnghie:p.Thuchiénduytri

thongquac:iegifiiphap,chinhs:ichcuthe:vciinhfrngyéutothuficlucluongthitracingbinngoainhukhach

hang(hanh vi,dongccr,thfiiquenmuahfing,quy ’nnhhuuc:iu,

thifc ),cacdoi

thiicanhtranh,chinhphiivatheche“kémtheochiphoithitruong,chiphoihoatdongmarketingciiacongty

• Marketinghonhipc:icnhantonfiitai:Toinaynguciitadathiranhan7yéutoccba

yeutodfila:sanphamdichvu,phidichvu(gi:ica),truye:nthongmarketing(giaotiepdichvu),phanphoi,connguoi,qu:itrinhdichvuvadichvukhachhang.Thongthucingduocgoila7P(product,price,

place,promotion,people,processesvaprovisionofcustomerservice).Cacnhamarketingsirdungphoihopcacye:utotre“nvoimfrcdfiquantrongkhacnha

ut a o thanhnhfrngkhungmarketing ri engchottrngdichvucuthe:voidoanthitrucingrie‘ngbiét

• Qu:i

trinhdie‘ntiéu:Cacnhfiquantrimarketingthuchienph:Ittriénmotchunngtrinhmarketinglaviécsirdungc:ickhungmarketinghonhcipbaodammots u tic:pc:ingiuac a c yc: ut o bent r o n g c ua doanhnghi e p va m o i tracingciiathitruongbénngoai.Thuchiénquatrinhtiepcangiirananp•lucbentrongciiadoanhng•hiépvciicacyéutociiamoitrufinp•be:nngoai,quatrinh

nayquyétdinhsuthanhcfingciiachu0ngtrinhmarketing.Thitrucrnglufinlufinthaydoivavfindongnhanh

chfing,dfil a n h f r n g khfikhancho

hoatdongmarketing.C ac hoatdongmarketingcanphaiquanlycacnhantobén

duytrisuthichnghic : i c y é u t o n f i i t a i v c i i s u b a t d i n h d f i b f i n g v i e c thaydoic a c k h u n g marketingciingvciinhtrngphuongthuctiep cantothon.Hoatdongchuyéngiaodichvu:H o a t dong chuyc:n gi ao dichvulasut:icdongqualaigiuakhachhangvanh:inviéncungtingdichvu,namtrongquittrinhtaedongtuongho.Dolacachoatdongtaoradichvu

vachuyénchokhachhangtiéudiing.Hoatdongnayquye“tdinhchatluongdichvuvamucdfihailongciiakhach hangsaukhitiéudiingdichvu

Nhanv i é n c u n g t i n g d i c h v u l a m a t x i c h c u o i c i i n g t r o n g q u i t t r i

n h

s a n xuatcungc:ipdichvuciiadoanhnghie:p.Doituongnaydamnhanvaitrobie:nkichbd

i c h vuthanh dichvuthucvoidactinhriengbiet,ronetvaphanphoitoikh:ichhangtieudiingno.Qu:itrinhchuyéngiaodfi,nguoicungtrnglufintie’pnhanthongtinnguocchic:utirphfakhachhang,dieuchinhdichvuchothichhop,thuchic:nc:inhanhfiadich

vucic:icdaura,thfiamantothonnhuciiucuathitruéng.Honnfratronghoatdonggiaotiepconcosuchiphoiciiatochfrcdoanh nghie:pvakhachhang

Qu:itrinhchuyéngiaodich

vutrufichétlaqu:itrinhmacacnhanviéncungmugthuchienvaitrociiaminhtrongdi ch vutaoraloiichchokhiichhang.De:taoradu0cdichvutongthe:,motbfiphan,mottochiicciiadoanhnghie’pkhfingthedamnhandu0c.Nodoihfiiphaicosvthamgiatichcucciiaciictochfrc,cacbfiphciiadoanhnghic:ptronghe:thongdich vu.Quantrimarketingthuchic:nquan

lytoanbfiquatrinhhoatdongdichvutaorachuoigi:i

trithichhopv a manglaihic:uquakinhdoanh.Nhuv a y hoatdongmarketingl i é

n quan t oi c : i e t och i i c, c: i c cc quanc u a doanh ng h i ‹ : p, c : i e tochtrcdfiphaithu ch iénm arketi ng t r o n g ph am v i ch ilcnangc i iaminh,moi quanhe:nfiibfichiphoinhieutciisuthanhcfingciiamarketing.Khachhangthamgiaquatrinhcungfrngchindongmci

rongnhanthtrcvathuchiéntieudiingdichvu.Doclinglaquatrinhgiaiquyc:tthoadangc:icmoiquanhe:phatsinhgifrac:icye:utothamgiahoatdongsansuitcungt

ingdichvu.Dovay,trongcacdoanhnghiépdichvudeuxuathienvaphaithuchiénmarketingnotbe,marketingquanhevamarketing giaodich.

h a u v a d f i i b e n c i i n g c o 10ivciinhtrngk h a c h h a n g b a n g v i e c l u f i n c u n g

c f i p cho be:nkiadich vuchatluongcao,gi:icah0p1ytrénccisct a n g

c u f i n g nhungmoiquanhékinhtc:,kythuat,xahfiiciiacahaibén,bfiiducingsutintuonggiupdfinhautaone‘nquanhe:truyenthonglaudai

Cacdoanhnghiépcancochic:n1u0cquanly,huydongcacngufinlucde’ph:ittrie'nc:icmoiquanhe,taonenmanglucimarketingbaogfimcfingtyvaciicdoanhnghic:pmagiirachungdaduocthietlapc:icmoiquanhekinhdoanhtruyenthongbe:nvfrngphuthufictannhau.Marketingdangcosudichchuyc:nm u c di c h t i r choHidahfialoinhuanc h o timgvukinhdoa nhci ia doanhnghiépHichotfiidahfial0inhuanchonhfrngmoiquanhémanglailoiichchoc:icthanhvién

2.3 Thitriiénghoatdcingmarketingdichvu

Cos a u l o a i t h i t r u o n g m a c : i c n h a m a r k e t i n g c a n p h a i n g h i é

n c i i u , chiingcomoiquanhehiluccvoinhau.Trongc:icthitruongdficanphaisirdungmarketingdethie"tlapcacmoiquanhe:nhamtrie‘nkhaivathvchic:cciicchuongtrinhdichv u c i i ad o a n h n g h i é p

C o t h e m o t a t h i t r u o n g trongmarketingdichvubangsodfisau:

Sodfi1.1:S:iuthitruiingciiamarket ingd i c h vu

Thitrucingbentrong

Thitruéng

cungcap g khachhangThit r u c r n Thitrvongc

huyengiao

Thitracingtuyen dting Thitruong

uyinc

Thit r u i m g kh:ichhang:Doanhnghic:ptruoche:tphaitapt r u n g marketi

ngvaothitruongkhachhang.Dolanhucauciianguoimuadoivfiiloaisanphfimdichvunaodfi.Muctaedong

thfipnhatciiamarketingvaothitrucingnaylaxaydungmoi

quanhelaudaivoikhachhangvathuhtitkhachhangm oi C othetiépcankh:ichh

a n g thongqua marketingg i a o dichhoacmarketing

quanhe“.Khachhangdichvuratnhaycain,cannghiénciiucacyéutovanhfiaxahfii,kinhIe,chinhtrichiphoiho

Tronggiaodichcantontrongquylu:itphattrie:nciiatuduyvasubie“ndoitfim1y.Giaodichclingcoquyluat,phaichindongdc:xuatvande:,codinhvagiéiquyétvandc:.Quittrinhdfilamothethongph:ittrie’ntirthapdéncao,tirdongiandenphtrctap

Marketinggiaodichthuéngquantaindénmotsonoidungnhu:triptrungv a o l u c l u o n g b a n , m o rongn h a n t h i i c k h a i r i t e : i n d i c h v u t r o n g k h

a c h hang,q u a n tain t c r i tie ’u t h u t r o n g t h c i i k y n g a n h a n , n h an m a n h v a o

d ic h v u

khiichhangvacamkétcogioihanvciikh:ichhang,tie:pcancomiicdfikh:iGhhang,chatluongdichvuducrccoitronghangdau.Trongmarketingdichvuquantainnhie:utcrivie‘cduytrikhachhangvakinhdoanhlaplai.Thie:nhirongnayse‘manglaihiéuquakinhte:vahiéusuatmarketingcaohon.Dovay

canchfiytcrikhachhanghiéntai.DoivciiviecthuhiltkhachhangmoisétrOnénquantrongkhixufithic:nsusutgiamvé chatluongdich vuhoackhinhucaudacosuthaydoidanHiluongkhachhiéntaigramdan

Thit r u i i n g c h u y é n g i a o : T h i t r u o n g c h u y e n giaox u a t h

i c : n gifradoanhn g h i e p

v a c a c l o a i k h a c h hangc i i a m i n h T h i t r u é n g nayducrch i n hthanhttrnoitaigitracacdichvuthanhphan,cacdichvuphuciiahethongqufitrinhdichvudonhie:uthfinhviénthamgiacungtrng.Hophuthuficnhau,cungcapdichvuchonhauvachokltachhang.Dodomucdfitrungthanhvasuthfiamanciiahola yc:utoratquantrong.Khfingphaichikhachhangtiéudtlngdichvumclilangufinciiasuchuyengiao.Changhandoivciinganhang,thitruéngchuye:np•iaosélacfingtybaohiém,caclinhvucbufinbanbatdongsan,Hichinh,c:iccfingtyluat,khachhanghic:n taivasuchuyéngiaonfiibfi

Dodfithitrufingchuye‘ngiaoconduocquannie:in

lathitruongtrunggian,thitruéingluachondachiéu,thitruongtochuc vanhiéutc:nkhac.Thitruimgc u n g c:ip: Thit rUéng c u n g c a p ngayc a n g c o nhiéu

b i é n doivatrcinénquantrongkhfingchi doivciidichvumacondoivoihanghfiahic:nhim.Sanxu:ithanghfiacangphiittrien,phancfinglaodongc:ingsausac,suphuthuficfannhautrongsanxuatkinhdoanhcangnhic:u,dfilanh:intochitye”uthficdaythitruéngnayphattrien

Hoatdong qu an trongc u a marketingt r é n th it rv éng n a y l a tochfrccungc i i p nguonl uc.D o laviéch i n h t h a n h m o t s o trungg i a n q uan tr on

g , p h i i ttriénc:icmoiquanhévCrinhfrngngufinluccahie:ntaivatvong

lai.Trienkhaikéhoachmarketingdeph:inphoi ngufinlucchoc:icthitruéngcungcapdongthclic:icdoanhnghiepphaicfikéhoachph:ittriénciicngufinlucthitrucrng

Moiq u a n h e v o i n h f r n g d o i t : i c t r u y e’nt h o n g c f i x u t h e c a c d

o a n h nghiepcog:ingépc:ie nhacungcapgianhloive:minh.Cacdoanhnghie:pm‹rongc:icdoit:icvaciiccfingtaevién.Thuchic:ndadanghfialucluon

gcungcap.Tiingcu on g b o sungcf c quanhe:mciivoitengot“ ca c doitacmangtinhcanbién”hoac“quanhe:thitrufingdachieu.”

Trongciiclinhvuchoatdongdfi,muctie:uccbanphaidattoilahoptacchatchégifradoanhnghié:pva nhacungcapngaytirbuocdan.Taptrungvaochatluonghanghfiahaydich

vucungcfip,thuchiénlinhhoattrongthfiathuan,chiphithapvataoquanhéliiudfii.Thitruimgt u y é n d u n g (b o sung):N g u f i n lao dongc o kyu a n g l u f i

n c a n thietv a bfrcx f i c t r o n g c h u y e n gi ao di ch vu.D a y langufinl u c ra tkhanhiémdoivciic:ic

tochtrckinhdoanhdichvuvacitetochuckinhdoanhkhac.T hi trvfingtuyendungchiu suchiphoiciianhieuyéuto,trongdobaohamcayeutophikinhtc:nhUnhankhau,xahfii,tunhien Quanhe:cungc:iutrongthitruongnaydienraratphuctapvabiendong.Do

yéucauchatluongdichvuc a o , nh u c:iulainang d o n g nen do i hfiilao don

gv i i a co kyn i n g ch u y én saucaolaiviradadanghfiacmotsoloainganh

cfingnh:inviencokyniingnghenghic:pnhuvaydc:uduochinhthanhtitnhtmgnhfimcodfituoisungsiicchophép,dongthciiphaiquaccchéd a o taociiaxahfii,c h a ng h

an hethongd f i o taodayn g h i , hethongd a i hoc,caodang Rfirangn h i i n g

n h a n v i en d a p tingd u o c y é u c a u ci iat h i t r u o n g dichvuphaiquamotv:iicaphocvaphaicothfiigianthuctapcfingviéc

Cannghiéncii ukyquanhe:cungcau tirngthoikym a cochic:nlit0cmarketingkhaithiichoactaingi au ngufintainguyénlaodong.DacbietdoivOichienluockhaithiicdaotao,cfithe’mcrc:iclépdaotaotrongdoanhnghieptheoyeuciiuchuye:n biéthoacdathg doivciic:ictruong,trungtaindaotao,taitrochonhfrng hocsinhgifii,cfinhie’u triénvong, giric:inbfinhan vie:ncfinhieukhanang dihoc.Thitruiinguyluc:Daylamotthitrirérngthichhopchomarketingquanhe:.B:ingc : i e g i a i p h a p , c h i é n l u o c m a r k e t i n g , c:icd o a n h n g h i e : p d i c h v u

t r i ptrungngu fi nlucthie’llapcacquanhéciiaminhvoiciicnhfimuylu c ciiathitruéngd i c h v u n h : i n n t a o t h u i i n l o i c h o h o a t d o n g k i n h d o a n h c

i i a d o a n h nghiep

C:ictapdoanuyluctrenthitruonggom:

• Tripdoantaichinh—

nganhang:T:ipdoannayanhhucingratl‹invatructiépHihoatdong kinhdoanhciiadoanhnghiep.Noquyetdinh ve:von,vekhanangthanhto:in,luongtie’nmat lamchohoatdong

kinhdoanhciiadoanhnghie’pcfitrcinénth ong t h o a n g h a y khfi ng SUondinhvatangtruéngHichinhlavandesongcc›ndfiivoidoanhnghie‘p,noduytrivatanggiatricophieuciiacfingtytrc:nthitrucngchungkhoan

• Nhfrngtapdo:inkinhdoanhcfiuytinvathe:luc:Dolanhfrnghangkinhdoanh16nchiphoimanhmc:thitriiéng.Doivéinhiinghfingnhuvaydoanhnghiepc:Incomoiquanhe:totdc:thamnhapthitrvéng,taocchfiichodoanhnghiéptrongtuonp•lai

• Caclireluongch fnh tri:Trongt h i truong,cac t:ipdoanchfnhtriclingthamgiachiphoi,nh:itlacacnucicphuongt ay Chinhtrithucingg an

vciidoanhnghiepdongthciithfiamandvocnhungquychécuaccrquanquanlynhfiniréccitediaphircing

• Cacl u c l u o n g t h i t r u c i n g ( h i é p h fi i t i e u d u n g , h i é p h f i i t h u n n

g m a i , t ochiicba o vemoitruéng )daylanhfrngluclironghoatd on g

m anhtrc:nthitruéngbangnhieuhinhthuccothe’gayranhfrngnguycchoactaoraccmaychodoanhnghic:p.Dodfi cfingtycantuiinthii cacdiéu

luiitvathic:tlapquanhéth:inthic:nvciic:icnhfim,ringhfinhilnghoatdongdfingdanvatichcircciiaho

Thitruimgbéntrong:Dolathitrucrngnfiibfitrongcfingtybaogfimtoanbfi canbficfingnhanvie‘nchiic,nhilngnhacungcapvakhachhangnfiibfi.Khachhangnfii bocungconhucfiuva muondoihfii doanhnghi‹:pphaithfiaman.C:icnhanghiénciiudeuthttanhanriingchi

khinaothfiamantotduocnhucaucuakhachhfingnfiibfi,homoiduc›cgiaiphfingvaph:ithuyhe:tkhanang

s:ingtao,tritue:de’cungKingdichvucochatluongcaochokhachhangciiathitru©rigbénngoai

Doanhnghi c: pc a n phaitiénh a n h n g h i é n c i i u nhu c a u mongm u

o n , phfindoanthitracingnfiibfi,timhieuciicnguyennhanchiphoinhucau.Nhucaumongmuonciiakhachhangnfiibfilagi? Chacchankhfingphailadichvuhotaoramalanhtlngnhucauganlienvciicuficsongcanh:in,giadinhhonhudieukic:nlamviéc,ccchégiaiphfingsiiclaodongcoky

ning,thunhiip,buficdu©ngthangtién,lamviecvanghingoi,che:dfidfiingfi Doanhnghiépphaisirdungmarketingnfiibfide’nghie:nciliithitriféngnaycfingvciinhunggiaiphaphinthiéuthfiamannhuc:iuvamongmuonciianhirngkhfichhangr i o t bfivimuctic:uthitruéngbenngoai

Marketingnfiibfithehie:nsuthfianhanvitriquantrongciiaviecthuhiit,thiicday,dfiotaovaduytridfiinghilaodongcokyna'ng,taoraccchéthfia

phoihopgiiracacthanhv i e n t r o n g d o a n h n g h i e p M a r k e t i n g n f i i b o n h

a m k h u y e n k h i c h nhtlng

thaidfitotciianhfinvia:nv‹iihyvongséthuhutkhachhangtoidoanh

NhiingcfingcumarketingdiingdethuhutkhiichhangbénngoaidifDc

:ipdungdeduytrikhachhangnfiibfi.Cachoatdongnghiénciiumarketing,citenoluctruyénthongciinhu‹5ngtructie‘pvaoc:icnhanviénvac:iclaodonggi:intie:pclingnhukh:ichhg bénngoainhfimtao

ravathuhiitdoinghilaodongcokynangdetaoradichvuconagsuiitvachatluongcao

II Chiéntunem a r k e t i n g d i c h v u

1 Chiénl i i o c marketing

TheoPh i li p Kotlerch i e’iiluocm a r k e t i n g l a moth e : t h on g l u a n

di e: i n logic,hop lytainc:incfrchidaomotdonvi,tochiictinhto:inc:ichgiaiquyetnhirngnhi‹:invumarketingci i aminh.Nobaogfimcacchienluoccuthe:doivciic:ict h i truongmuct i e : u , doiv o i marketing-mixvam u c chi

phic h o marketing.Nhuvaymotchiénluocmarketingdatraphaithfiamannhfingyéucaudfi la:(1)phaiduocd:itratrongmotkhoangthoigianthichhop,(2)phaikhaithactoidavasirdunghop1yc:icngufinluchiéncfi,

(3)phaitaorasuphattrienchotochircva(4)phaitaoravitricanhtranhtotnhat.Mufindatdu0cnhfmgyeucautre:nthimotchienluocmarketingphai d

u o c dnatrénnhimgc:incuchiuyeudfilakhachhangvfichinh

khanangciiadoanhnghiep,ciinciivaodoithiicanhtranh

Cancfrvaokhachhang:trongnc:nkinhtéthitiu‹ingdacbietlfitrongdi‹:ukiénxahfiicangphattriénthinhuciiutiéudt i ng hanghfiavadichvu

1 4

gifracacnhfimdancuclingngaycangbiphfinhfia,bciithe:ciingkhfingconthitrucrngdongnhat.Detontaivaphattric:n,moidoanhnghiépcothévacanphaichiémduocc:icphfindoankhacnhau

ciiathitruong.Khfingchic:indvockhachh a n g , t h i do an hn gh ic:p kh fingc o doituongd é phucv u v a d o dfi,cilngkhfingthécohoatdongkinhdoanhciiadoanhnghiép.Dovayngu‹iitanfii,kh:ichhanglaccstciiamoichienlucrc,las0ichixuyénsuotquittrinhxaydung,trienkhaivathuchienchie‘nluocmarketingciiabatcfrdoanhnghiepnao

Cancfrvaokhanangciiadoanhnghic:p:ttrnhfmgnam80trolaidiiy,suph:ittriéncuac:icdoanhnghic:pnhanhh0ntocdfitangnhucandagayrabaocuficcanhtranhvficungkhoclietgifrac:icdoanhnghic:pclingnhugifracacquocgiatrenthe:gioi.TinhhinhdfidfiihfiidoanhnghiépphaiQuantrimdenviéckhaith:icthemanhcuaminhtronghoachdinhchienluocmarketing.Khanangkhaithacthemanhcuadoanhnghic:plamotthucté,vibatciidoanhnghiepnaoneusovoic:icdoanhnghic:pkhacdeuconhfrngdie:inmanhhonvaye’uhon.Khihoachdinhchiénluocmarketing,doanhnghié:pcothevactphaikhaithactrie:tdedie‘mmanhvanhinthangvaonhfrnghanchérangbufic.Canctrvaodoithiicanhtranh:ccs‹déx:iydungchic:nluncmarketingtheocanctinaylaso s:inhciickhanangciia doanhnghi‹:pvciidoithiicanhtranhdétimraloithe:

2.Néidungchinhciiachiénlitocmarketing

2.1thaiphcinchinhciiachiénlimemark:eting

Tirnhungthapniéncuoicuatheki20,nhfrngt:icgiaBacMivaTayAuvanthu‹ngchiachiénluocra 2riotdunglcin,dfi lfiphanchiénlimevaphanchiénthuat

Nfiichung, ph:inchic:nluocthuongbao gfimc:icquyetdinhvfimuctic:udaihan,conphanchiénthuatlaiganlienvoinhungquyc:tdinhvamuctie:ung:inhan,trongdfiphanchienlvocla ccbanvachi phoitrirctiepphanchiénthuat

B:ing1 1 : Nétk h:icbiétg i irap h :in c h i é n t u n e va p h : i n c h i e n t h u : i t

sanpham)Timkie:incchfiiphattrie:n

Theoc a c g i f i o s u D en i sL i n d o n v a P h i l i p K o t l e r , c o b a c a p quyét d i

n h trongchic:nluoctongthehaychienluocmarketing-mix

‘Capq uy et d i n h t h u n h a t x a c d i n h c h i e n l i r o c t o n g t h e m a r k e t i n g ,

x a c d i n h linhvuchoatdong(othitracingnfio?san phamp•i?)

mix,baogfimstpham,giaca,phanphoivayemtr0(xtictiéu)

C:ipquye:tdinhthiihaix:icdinhciicchfnhsach/chiénluocc:iuthanhciiamarketing-Capquyetdinhthfrba d n a ranhtrngv an dechiént h u a t n g a n h an th eo n a

m hoficquy,thangthangthamchi hang tu an

Khiq u y m o kinhd o a n h c i i a c fin g t y c a n g m c i r o n g t h i y n g h i a c i

i a 2 capquye"tdinhchiénlu o c (thiinhatva thiihai)canglon,dacbic:tla capchiénlu0ctongthe:haychic:n luocmarketing-mix

Sodti 1.2:Bac : i p q u y é t d i n h chiént u n e m a r k e t i n g

Chienlvoctongthe

Ngucin.A c t i o n C o m m e r c i a l Maicatiqtie(G.Mansilloli,I.Duboin,1992)

Chi¼nlifoc tongthe:baotriim4Ps(ProduCt,Price,Place,Promotion).Tuynhic:ncfip quye:tdin h chienthuatc l i n g riitq u an trongb o inoganlienvciihanhdongthucthitrienkhaica2capquye”tdinhvadambaosuthanhcongcuachienluoc.Theoquandiémcuaciicnhaquanlychienluoc,moibucicditrongthuctéconquantronghoncamotlochuongtrinh

3.Cécloaichiénliicrcmarketing

3.1C hié nIn:ccm a r k e t i n g tingt hé ’

3.I.1Chi’énluocmarketill8kliongpliénbi’ét

Dolachic:nluDcmarketingtheodfidoanhnghic:pkhfingxemxétnlurngkhacbritgibracacphandoanthitrufingmdtheoduoito:inbfithitrufingbfinp•motloaisanph:inn.Vciiloaichic:nluocnaydoanhnghiepbfiquaranhgioiciia

cacdoanthitruéngduocluachon,hotimc:ichnamgifrducrcmotsolitongl6nnhatciic khachhang ficacdoanth itruongd f i Cachthuckinhd o a n h d u n c:ipdungcrchien1u0cnayduocgoila

Tuyn h i e‘nchic:nl u o c m a r k e t i n g k h f i n g p h : i n b i e t c l i n g c o n h

f m g h a n ched:ingke:.Thtrnhfit,khfingde dangtaoramotnhanhie:uco khanangthuhiitm o i k h a c h h a n g c n h i é u

d o a n t h i t r u c r n g T h t r h a i , k h i c o n h i é u d o a n h nghie:pciingtipdungkieum a r k e t i n g kh f in g p h an b i ‹ : I s étainc h o canht r a n h trcn c : n gaygathoncinhtingthitruongguymo

lcinsonglaibfiquanhfmgnhucauriéngbic:t,quymonhfi,gaynentinhtrangmatcandoitrongviécdaptrngnhucauthitracing.Thii ba,doanhnghiepségapkhfikhant r o n g viecdoiphfivciinhirngriiirokhihoanc a n h kinhdo an h thaydoi (qu

ymocangtons u thayd o i cg khfikhan),hoackhidithiicanhtranhap dungchién

lvocmarketingphfinbie‘t—chic:nluoccokhanangdapungtot hcinnhucauvavccmuonciiakh:ichhang.Honnframarketingkhf ing phanbietthufingdoihfiimotnangluckinhd o a n h manh,m o t d a n h t i é n g n h f i t d i n h N o c h i t

h i c h

h o p v ‹ 5 i n h f r n g doanhnghieplon,thitruongmuctieuholuachonlatoanbfithitruong

3.1.2Chiénlirocmcirketiiigpliéiibiét

Chiénluocmarketingphanbiétduocap

dungkhidoanhnghiepquyétdinhthamg i a vaonhic:ud o a n t hi tracingv a xaydvngnhungc h u 0 n g trinhmarketingriengbiétchotirngdoan.Thayvivia:ccungtrngmotloaisanpham,

marketingchotatcamoikhachhang,doanhnghiepcungtrngnhfrngsanphamkhacnhau,vfiinhic:umucgiaban,nhieukic:u xuctiéuchotirngnhfimkhachhang

iruthe"honchienlimemarketingkhfingphan biettrongviécd:ipfrngnhucauvauocmuon

dadangcuathitrucing B : i n g via:cd a dangh f i a s anpham v a cac nolucm

a r k e t i n g , doanhnghiépcokhananggiat:ingdoanh sovathamnhapsauhonvaonhieudoanthitracing

3.I.3Chié’nlitremarketingtéptrimg

Voichienluocnay,doanhnghie:psédonstrctaptrungvaomotdoanthitruéngha ymotphdnt hi t i ‘ u ’ é r i g n h f i madoanhnghiépcholaquantrong n h : i tvag i h c

h o duocv i t ri vfmgc h a c t r é n d o a n thi t r u é n g d f i V i t h é nayt r c i t h a n

h bandapt:ingtruérngciiadoanhnghié:p

Uuthéciiachienluocmarketingt a p trungocho,nhcidonsiicchivaomotdoanthitruéngnendoanhnghic:pcothededanggianhmotvitriviingmanhtrenthitruéngdaluachon,taoduocthe”doequyennhcihic:ubiétronhucauvauocmuonc

u akhiichhang;thie:tkc:,cungt i ng nh irngsanphamdatduocuytindacbic:t,khaithacduocnhiingloitheciiaviecchuyc:nmonhfiatrongsanxu:it,ph:inphoivac:ichoatdongxfictiénban,thuéngdatduoctysuitloinhuancao

Tuynh ienriiirodoanhnghi‹:pcfithegapdoapdungchién luocnayphaike’denI:i:quymonhucauodoanthitruéng

muctiéucothégiamsiitIbn,cacdoanhnghi‹:pcothe:luccanhtranhmanhquyfitdinhgianhaplhitru©ngdfi

Daylachiénluocphuhopnhiitvciicacdoanhnghiepvtravanhfi.Nociingduoccacdoanhnghi(pmuon“baophiitoanbfithitrucng”apdung

mixbangcfichphoih op bony eu t ochiuy éu d f i detaintacdong t h a y d o i sfrcc:i u ci iathitrvcingve’sanphamcuaminhtheohuongcoloichokinhdoanh

4 Nhiingn h a n ter‘clnhh i t g d é ‘ n ch ié n limema rketin g c h a d o a n h n g h i é p 4.1 3f‹iitrir‹irigkinhdoanhciiaccingIy

Memtriiéngnotbetdoanhnghiép

Viécp h a n t i c h m o t c : i c h c a n k é c a c y c : u t o n f i i b f i c i i a d o a n h n

g h i é p nhamxacdinhrouudiemvanhuocd iemcuadoanhnghic:p.Ttrdfidnaracacbic:nphiipnhamgiambetnhuocdie:invaph:ithuyuudiemdédatduoclotthétoida.Viv:iy,nha quantriséconhanthirctothonvéhoancanhnfiitainhc›phantichcacyeutochiuyc:ula:c:icyeutociianguonnhanluc,yeutonghienemuph:ittric:n,cacyeutosanxuat,cfcye”utotaichfnhketofinvacacyeutomarketing

4.2 Chticnéngverninetiéuciiatttngccingty

Saukhidaconhiingnh:indinhcutheve:tinhhinhdoanhnghic:ptacanxétdenmotye:utoclingratquantrongtrongviéc quantrichienlvockinhdoanhciiadoanhnghiep,dfilachucniing, nhiém vuvamuctiéucuachientune

chienluoccdacongty.Dongthfiicotiredongtaolaphinhanhciiacfingtytruciccongchung,xahfiivataorasirhapdandoivciic:icdoituonghtmquan(khachhang,nhacungciip,nhachuctr:1ch)

Sauk h i x a c d i n h c h t r c n an g c i i a d o a n h n g h i c : p c h f i n g t a c a n x : i

c d i n hnhiémvuciiadoanhnghiepay.Nhiémvulamotphatbieucogiatriliiudaithe’hic:nsukinh doanh,nhfrngnic:intin,ytuong ciianhirngngucrithamgiat r o n g tochircdfi.Khix:icdinhduocnhiemvuciiachic:nluoctasédambaosuthongnhatve:tutuong,x:icdinhduocccrscidéchfingtahuydongduocnhic:ungufinlucchotochiicnhamdatduocmucdichdera,taosucépphattriénchomuctiéu

Cuoiciingdfilachfingtaphaixacdinhmuctic:udoanhnghiepdfilanhtingkétquamongdcisécovacanphaicociiamottfichucsaumotthoi giannhiitdinh.Muctie‘usétraHichociiuhfii:Doanhnghiepciiachfingtatontaide‘lamgi?

Muctieuphaimangtinhdinhluong,khathi,nh:itqu:in,hoply,linhhoatvacuthé

5.Vartréciiachién litocmarketing

Giirangucis a n xu atv a nguciit i é u d i i n g comotkhoang c i i c h l 6 n d f ilathitruong.DegiambDtkhoanQGfiGhdfic:icdoanhnghi‹:pcanphaitiepcfinthitracingvaniimvfrngcacyeuto:doanhsocothegramdanvicanhtranhva phanp

h o i k é m h i c : u q u a , m o t k h i d a d a t d c : n d i n h c a o t r o ng k h u v u c t r o n gnganhh o a t d o n g t h i m u c d f i t a n g t r u o n g c i i a d o a n h n g h i e p s é ch ain l

a i , l f i c

naycandadanghoasanphamvamorongthitruong,tinhcanhtranhciiathitrvcngng;jycangcaodoihfiidoanhnghic:pphaidanhnhiéustlcluctrongviécnghiéncfiuthitruénghon,doanhhircinp•c ii alamphfitchiphiquangcao,khuyc:nmai,dichvu Chienlucicmarketingduocdnavfiodc:kiemtra diéuchinhcacchiphidfimotcachhoplyhon.Nhuvaychiénluocmarketingv a c h ranhirngnéttontronghoatdong

m a r k e t i n g ciiamotdoanh nghieptirviec luachonchic:nluocphattrién,canh

tranhchodenviécxaydung cacchuongtrinhhoatdongcuthe:thichhop,nhédfim o t d o n v i k i n h d o a n h d a t d v o c n h i i n g m u c t i é

u m a r k e t i n g cuam l n h Chisnluocmarketingduocxemlanéntangcotinhdinhhucingchovia:cx:iydungcacchiénluocchucnangkhactrongd o a n h nghiepnhuchiénluocsanxuat,chie“nlirocHichinh

Phdtichdiemyéucuadoanhnghieplaquittrinhphantichnhfmgnhu0cdiem,batlotciiadoanhnghiepsov‹5ic:icdoithiicanhtranhmenthitruéng

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thdfinhanbie‘lduocnhiingyéutonaocothe:tr‹thanhnhfrngcchfiide‘doanhnghiépkhaithac

Ph:intichthachthiicciiadoanhnghie:plaquatrinhphantichvanhanbiétduocnhfingyc:utociiathitracingtaothanhnguyccv:imucdfitacdongcuanguyccnaydoivciidoanhnghic:p

Nhuvayc f i th e: r i o t p h a n t i c h S W O T las u tornl v o c c a c y e:u t o a

n h hvcingdc:nchién luocmarketingciiadoanhnghic:pdfi

1.2 Phénkhtict h i tru:éng

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o t h o n n h u cau c u a kh:ich h f i n g D o a n h n g h i é p c o thép h a n k h u c t hi

truongtheocacnguyentacvedialy,nh:inkh:iuhoc,tainlyhocvanguyc:ntachfinhvi

Phénk h t i c t h i triiongt h e o nguyénticd i a Ij

TheOphuongph:ipnaythitruongducicchiathanhnhfingdonvidialykhacnhaunhir: quocgia,thanh pho,khuvuc,cacvtinglancan.Doanhnghic:p

sc:quye‘ldinhhoatdongtrongmotdonvi dialydfihoac hoatdongtrongmoidonvinhungcoquantainden nhtingkhacbi‹:ttrongs c t h i c h v f i nhucan ciiattmgdia phuong.

Phcinkhticthitriiéngtheonguyéntirenhénkhauhoc

Phuongphap naychiathitrucngthanhnhfingnhfimdnatre:ncac tiéuchivediinsohocnhu:dfituoi,giciitinh,nh:inkhaugiadinh,lettiic,ngh nghe,hocvan,tongiao,quoctich nhirngtieu thfrcvéd:insonaylanhungccs c r thongdungnh:itdé:phanbic:Inhfmgnhfimkhachhang.Lydolaucicmuon,sothich,mfrcdfisirdungrfitthucngdongbfivoinhimgtie‘uthiicnay.Mfitlyd o kh:iclanhtrngtiéuthiicnaythuongde:doluéng,thamchikhithitracingm u c tiéukhfingdunechiatheotiéuthii’cdansohocthiviécdoichiéuvciid:icdiémdansoclingrat canthietdc:hie'uquymociiathitrucngdfivatimc:ichthfimnhapmotciichhiéuqua.Cacdiicdie’innhankhaucothe:sirdungdéph:indoanratphongphfitiiythuficdacdie’insanphammadoanhnghi‹:pnénc:innhacluachontiéuthucphfindoanthichhopvacothesirdungmothoacnhieutie’uthtrcdephanchiakhachhang

PhtinlchticthitriiéngtheonguyéntiretainIjhoc

Trongc:ichnay,khachhangdvocchiathanhnhtingnhfimkhacnhaudnatrentang16pxahfii,loisonghoac

c:itinh.Nhtmgnguoitrongciingmotnhfimchiatheodansolaiconhfrngdiemtainlyratkhacnhau

Phénkhi“icthitriiéngtheonguyéntirehcinhvi

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cauciiakhiichh g tothoncac doithiikhfic,quat r in h nay t h u c ngt h o n g q u a3giaid o an l a m a r k e t i n g d a i t r a , m a r k e t i n g d a d a n g h f i a s a n p h a m v a marketingt r o n g d i e m D o i v c i i g i a i d o an m a r k e t i n g d a i tran h irngn g v c icungcapap

dungquandie:ins an xu:it,phanphoi,quangcaohucngH i thfiamanI :it cacackhachh an g cotrenthitrucrng.Tat cacitedoanhnghiép taptrungnoluctaoranhtings a n phamd o n g nhatvahokhfingq u an taind c:n vieclamthtfDnghiéuc h o sanphamc i i a minh.C o n tro n g g i a i d o a n ma rk etin g d a dang h f i a s a n phiimd

o i hfiidoanhng hiep p h ai t a o rad u o c sudadang chosanpham,p h o n g phiive:kiéud:ing,kich‘,mitedochatluonghaymotsukh:icbiétve:dac

tinhnaod f i N h o g i a t a n g c c hfiil u a c h o n v a t h f i a m a n n h u c a u c i i a k h a

c h h a n g chie”nl u o c m a r k e t i n g d a d a n g h f i a s a n p h a m d e m l a i k é t q u a k

i n h d o a n h t o t honc h i e n l i r o c m a r k e t i n g d a i tra,t r o n g g i a i d o a n n a y y t

u o n g p h : i n d o a n t h i trucngbatdauhinhthanh.Cuoicunglagiaidoanmarketingt r o n g d i e m Theoquandie:inciiamarketingt r o n g diem,nguoicungtingphaichianhfithitrvongtongt h e , l i r a c h o n m o t h o a c m o t v a i t h i t r u o n g h

o c o k h a n a n g p h u c v u t o t nhfit,nghic:ncfiuvasoanthaoc:icchucrngtrinhmarketingphiihopvciic:icthitriréngdachon

D[nhv[thitritctng,

Lavie:c t h i e t k e s an phamv a h in h a n h ciia d o a n h n g h i c : p n h a m t a o ra

‹iucrcmotvitridficbietvacogiatritrongtaintrikhiiChhangmuctie:u.DinhvithitritCrngd o i hfiid o a n h n g h i c : p phaikhuyecht r u o n g c f c die:ink h a c b i c : tdanhchokhiiChhangmuctiéu

2 Xticdinhnine:iiéuciiachiénIn:ccmarketing

Muct i é u c i i a c h i é n l u o c m a r k e t i n g l a nhirngc h i t i e u c c banm a c h

i c : n l u o c marketingaycandatduoctrongmCitgiaidoannhatdinh Muctiéumarketingthuongbaogonamethoacnhieuh o n ciicmuctieucuthesau

- Muctieuthuonghiéu(dinhvi thuonghic:u,dfinhfinbiét,cainnhanv é thuonghic:u,moiquanhegitrathuonghieuva khachhang )

- Muctiéuvévitntre’nthitruéng(thiph¾,mtrcdfith nhfipthitruéng )

- Muctie:uvédoanhsobanhn g

- Muctic:uve:Hichfnh(doanhthu,loinhuan )

- Muctiéuvesanpham(phattric:nsanphamdaihan )

3 Thiétkév e t xayd u n g chiénlitocmarketing tingthé

Dnav a o nhungphantichtren,cfinciiv a o chienluockinhdoanhdfiduocchapnh:indoanhnghic:pxaydungmotchie“nluocmarketingtfingthethfchhopnhiitde1:inndinhhuéngchociichoatdong marketingciiaminh.D o a n h nghie:pcandnarabankéhoachm a r k e t i n g t r o n g d f i néuronhfmgq u a nd i e : i n véchiénluocmarketingde’giaiquyetnhungnhiemvudad:itra

4 Thiétké’ vaxayd u n g chiénlitocmarketing-mix

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g d i i quyetdinhnhuthenaothihiént ai c o n g t y clingvangapphaivandélam‹irongv a duytri berongcu achiingl o a i sanphfim,cohaicachmdrfinp•chiingloaisanpham:phattrienchiingloaisanphamvabosungmathanp•chochiingloaisanphiim

Chiénluocv é d a n h n in e scinphém

Danhm u c s a n p h a m l a taphcrp tat c a c : i c chiing l o a i s an p h a m v a c a

c donvisan phamd o motnguciibancu thedemchaobancho ngucimua.Danh

mucsanphamd u o c phi i n h quaberong,mfrcdfiphongphil;b e sfiuvamu c dfihaihoaciiano.Berongc i i a danhm u c s: in p h:tin l a tongs o cacchiinglo ai sanphamd o cfingtys an xuat.Mtrc dfiphongp h i i ciia danhm u c sanphaml a tong

so nhirngmathangt h a n h p han c i i a no.Besauciiadanhmucs a n phaml a t o n g s

o cacdonv i s a n phdmc u th e d u n c c h a o b an t r o n g timgm a t h a n g r i é n g ci i amotchiingloai.Mucdfihaihoaciiadanhmucsan

ph:tinph:inanhmtrcdfigg u i ciiasanph:innt h u o c c:icnhfimc h i i n g loai kh:icnhaux é t th eo g f ic dfimucd i c h s i r d u n g c u o i c l i n g , h o a c n h f r n g y é u

h o n g q u a h a n g l o a t n h irngq u y c : I d i n h k e “ t i e p n h a u n h u x a y d u n g m o iquanniémve:baogfii,quye:tdinhvécackhiacanhkichthifcic,hinhd:ing,vatlie:u,mausae,riotdung,trinhbay ,quyc:tdinhve:thirnghiémb a o gfii,quyétdinhc:innh:icc:ickhiacanhloiichxahfii,lot ichcuanguoitie:ud i i n g valoiichciiabanthancfingty,quyc:tdinhveciic thongtintrenbaogfii

4.1.3Cliié‘nluocvénhanliiéuscinpham

Quyetd i n h v e n h a n h i c : u l a m o t q u y é t d i n h q u a n t r o n g k h i s o

a n t h a o chic:nluocchosanpham,nolienquantruetiépdenyd fidinhvisanphamv a xaydunghinhanhciiadoanhnghiéptrc:nthitracing.Khixaydungchic:nluocvenhanh i é : u s a n phamc a c doanhn g h i c : p cfinq u y e :t d i n h v é cacvfin

d e : Co gannhanhic:uchosanphamhaykhfing?Aila

nguoichitnhfinhiéus an pham?