Mdt khao sat gdn day vd cac cdng ty toan cdu cho thay chi cd 9% sd cdng ty sir dung chid'n lugc toan cau hod toan phdn dd'i vdi cac chid'n dich quang cao ciia hg tren mgi thi trudng[r]
Trang 1NGHIEN CLfu - TRAO OOI
MJQT SO VAIN OE VE
OUANC CAO TOAN CAU
PGS.TS LUXJ VAN NGHIEM
Dai hgc Kinh te Qudc ddn
Yeu cau quang cao toan cau ngay cang lan, doi hoi cac doanh nghiep phai som thuc hien La van de rat moi hien nay nen viec thuc hien quang cao toan cau phai giai quyet nhieu van de ly Juan va thuc tiin Rat nhieu rao can xuat hien nhu su chenh lech ve tiem luc kinh te giua cac thj truong, khac biet ve thoi quen tieu dung, ve chien luac canh tranh Cac cong ty co the su( dung cac chien liioc dja phuong hoa toan phan hoac toan cau hoa toan phan hay co su ket hop giua hai kieu chien luoc do Ngay nay cac cong ty co xu huong stir dung chien lugc toan cau hoa toan phan thay cho chien luoc dja phuong hoa toan phan cd xet tdi dac diem thj truong d|a phuong Phai cu the hoa chien lugc toan cau d timg th| trudng dja phuong vdi nhimg chinh sach phil hgp Viec xac dmh va phan bo ngan sach quang cao toan cau bao dam mang lai hieu qua cao thdng qua lugng va tan cua thdng diep Lugng va tan lai dua tren chu ky tieu thu cua san pham hang hda nhan hieu
Y E U C A U K H A C H Q U A N V A
NHLTNG RAO CAN
Song song vdi cac dgng luc
thuc day vuon Idn quy md toan
cau, nhidu cdng ty eiing nhan thay
da dd'n luc nganh quang cao phai
vuon ldn hoat dgng trdn quy md
toan cdu Thuc te khdng ft ngudi
cho rdng toan cdu hoa quang cao
la bat kha thi bdi cd qua nhidu su
khac bidt vd van hoa va thdi quen
tidu dung eiia ngudi dan d cac
nude Nhung trong thuc tidn van
dd quan trgng khgng phai la lam
the nao dd cac chie'n dich quang
cao ed hidu irng toan cdu ma chi
edn lam sao cho quy md cua cac
chidn dich dd dat tidu chudn toan
cau ma thdi Cd rat nhidu van de
dat ra ddi hdi phai thuc hidn quang
cao loan cdu Qua trinh toan cdu
hoa kinh te didn ra nhanh chdng
Cac nen kinh te tham nhap Idn
nhau, dan xen khdp the gidi Nhidu
khu thuong mai tu do tdm chau
luc, lidn chau lite hinh thanh Cac
cdng ty khdng cdn kinh doanh gidi
han d thi trudng ngi dia ma phai
vuon ra thi trirdng the gidi Nhieu
cdng ty da qudc gia ra ddi Khoa
hgc cdng nghd phat trien ndn chdt lugng hang hoa dugc nang cao, tidu thu mang tfnh toan cdu, nha't
la nhiing hang hoa cd ham lugng cdng nghd eao nhu ti vi, may vi tfnh, dtd, xe may, may bay Qua
dd tao ndn nhirng net van hoa toan cdu va dd la didu kidn thuan lgi cho quang cao toan cdu
Mang ludi quang cao toan edu
da tdn tai sudt tit nam 1989 Ke tir
dd dd'n nay, rat nhidu tap doan quang cao va cac hang quang cao
cd phdn da md rdng cac chi nhanh ciia minh ra nudc ngoai, thdng qua vide thu mua toan bg hoac hgp tac lidn doanh vdi cac hang quang cao
d nudc ngoai Ngay nay, d 39 nudc trdn toan the gidi, ft nhdt d mdi nude cung cd 13 mang ludi cac chi nhanh quang cao hoat dgng dgc lap hoac lidn doanh lidn kd't vdi cac hang quang cao d dia phuong
Vdi thi trudng toan cau, cac edng ty thuc hidn marketing toan edu ndn eung ddi hdi phai thuc hidn quang cao toan cdu Thi trudng loan cdu da tao ra nhidu co hgi nhung eung mang lai nhidu thach thii'c cho cac doanh nghidp
Canh tranh trd ndn gay gat va khde liet han giifa cac tap doan vdi tidm luc manh Vide thuc hidn quang cao toan cdu se tie't kidm nhidu chi phf, tang hidu qua quang cao va se mang lai lgi the canh tranh cho doanh nghidp
Moi trudng chfnh tri, van hoa, cdng nghd toan cau cung md ra nhidu didu kidn thuan Igi cho quang cao Xu thd' hod hoan dd'i thoai giiia cac qudc gia, tid'n trinh giao luu hgi nhap giiia cac nen van hod didn ra nhanh chdng Su tid'n
bg ciia khoa hgc cong nghd, nha't
la cdng nghd thdng tin, truydn thdng da sdm toan cdu hoa, dd la nhu'ng CO sd ndn tang dd thuc hidn quang cao toan cdu
Toan cdu hda quang cao giup giam chi phf san xudt cac chuong trinh, ciing cd cac mdi quan he hgp tac va didu quan trgng hon la hlnh anh nhan hidu dugc quang ba trdn toan the gidi
Ly do thu hai cho xu hudng toan cdu hda cac hang quang cao
la ngan sach ma cdc cdng ty khach hang danh cho quang cao dang tang rat nhanh d thi trudng qudc
Kinh te v a Di^ bao So 5/2010
17
Trang 2NGHIEN CQU - TRAO OOI
te, do dd cac hang quang cao deu
tranh thii toan cdu hda hoat dgng
ciia minh dd gianh lay cdc khoan
ddu tu nay
Mgt ly do nira cho vide toan
cau hda quang cao la cac chuyen
gia sang tac quang cdo tai nang d
mgt sd dia phuang thudng rdt
hidm, khd tim Ngay ca khi cd thd
tlm dugc cac chuydn gia lam
quang cao d dia phuang, vide toan
cdu hda quang cao vdn cd nhieu Uu
diem hem d chd nd chi phd'i va
kiem soat cac chuang trinh quang
cao d dia phuong, khdng dd cho
cac quang eao dia phuang di lac
muc tidu chung Thuc te' cho thdy
phuang thiic quang cao va triet ly
quang eao d cac Chi nhanh dia
phuang rat khac so vdi nhirng gl
didn ra d Tap doan
Nhirng rao can dd'i vdi quang
cao toan cdu tap trung vao nhiing
van de sau: Su chdnh lech ve tiem
luc kinh te giiia cac thi trudng; Su
khac bidt vd thdi quen tidu diing;
Su khac bidt ve chid'n lugc canh
tranh
NHLTNG VANO§CHI^NLi;qC
Toan cdu hoa quang cao cd
nhidu vdn dd rat phuc tap nd'u md
xe tirng khfa canh tir ehii de ngi
dung quang eao dd'n chid'n lugc
truyen thdng d mdt thai cue, eac
edng ty cd the toan cdu hoa tat ca
cac khfa canh tir chii de ngi dung
dd'n phuong thuc quang ba 6 thai
cue khac, cac cdng ty cd thd' toan
cdu hoa chil dd ndi dung va dia
phuang hoa chid'n lugc quang ba
Budc ddu cd the lua chgn phuang
phap toan cdu hod chid'n lugc
quang cao, nd'u thdy tac dung
khong cao thi cd thd chuyen sang
phuang phap sira ddi cac chid'n
lugc dd cho phii hgp vdi dac thii
ciia mdi dia phuang
Cac nha nghidn ciiu cho thdy
phdn ldn cac cdng ty toan cdu vdn
ua diing chid'n lugc dia phuong hoa
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* ^ ^ *
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•3»s-ia.^-loan phdn ddi vdi phdn ldn cdc chid'n dich quang cao ciia minh so vdi chid'n lugc toan cdu hoa toan phdn Mdt khao sat gdn day vd cac cdng ty toan cdu cho thay chi cd 9%
sd cdng ty sir dung chid'n lugc toan cau hod toan phdn dd'i vdi cac chid'n dich quang cao ciia hg tren mgi thi trudng, 37% thuc hidn dia phuang hoa toan phdn, va da so cac cdng ty cdn Iai (54%) dua vao cac hang quang cao d dia phuong dd' thid't kd' cac chuang trinh quang cao nhdm dat dugc su thfeh hop cao nhat vdi van hod tap quan ciia ngudi tidu dung trdn dia ban ciia minh
Toan cau hod thfeh hgp vdi quang cao truyen hinh hem so vdi quang cao in; thfeh hgp hon ddi vdi cac san phdm cong nghd cao (nhu may tfnh, thid't bi nghe nhin, dtd, ); thfeh hgp hem ddi vdi cac san pham bieu cam nhu hinh anh, thdi trang Cac chid'n dich quang cao toan cdu thudng cd hidu qua hon khi cdc san phdm cd nhidu cong dung thuc tidn va cac thdng diep quang eao cd nhidu thdng tin sat thuc, hoac khi san phdm mang hlnh anh cua mgt ddt nudc ma ngudi dan d cac thi trudng deu ngudng mg Quang cao thuc phdm
va do udng thudng khd toan cdu hoa nhd't, bdi vl thdi quen an udng
va tfn nguong thudng gdn vdi
pham trii van hoa Toan cdu hoa hang hoa nhan hieu mdi thudng dd hon so vdi cac nhan hidu cii Cae nhan hidu cii thudng rat khd didu chinh cho phu hgp vdi cac phin doan thi trudng khac nhau tren toan cdu, vdng ddi ciia eac nhan hidu oil cd thd bien ddi khi tham nhap vao cac thj trudfng khac nhau,
do dd se xay ra hidn tugng bdt tucmg thfeh vdi cac dac tfnh cua thi trudng dia phuong Viec toan cdu hod cung thudng dd dang dd'i vdi cac chid'n dich d Tay Au hon so vdi cac thi trudng khac
Xu hudng hien nay eac cdng ty dung chie'n lugc toan cdu hoa toan phdn thay cho chid'n lugc dja phucmg hoa toan phdn Xu hudng toan cau hod toan phan xudt hien la didu binh thudng bdi cd rdt nhieu tac dgng nhu xu hudng toan cdu hod thj trudng va truydn thdng ngay mgt tang, mtic dd ddng nhdt
ve thj hie'u ciia ngudi tidu diing d cac nudc khac nhau ciing ngay mgt tang Mgt so nghidn ciiu cho thdy khi cac cdng ty va cac hang quang cao dang nd luc toan cdu hoa thi hg gap phai mgt vdn dd la rdt khd toan cdu hoa cac hoat dgng nghien ciiu quang cao, Idn ngan sach quang cao va thue truydn thdng
Cd the xay dung cac chucmg
So 5/2010
18 Kinh te va Dtf bao
Trang 3NGHIEN CCrU - TRAO DOI
trinh quang cao toan cdu theo bdn
tidu chf la: chid'n lugc ngi dung,
nhung vdn dd ve chfnh sach, dinh
muc ngan sach, va phan bd ngan
sach
Chid'n lugc ndi dung la vide lira
chgn cac tidn feh ciia san pham de
quang ba dd'n ngudi tidu dung,
trong dd cd vide thie't kd' quang cao
va phan doan thj trudng muc tidu
Khi xay dung nhan hidu toan cdu,
toan cdu hod hlnh anh nen ciia nhan
hidu dd, trong khi vdn de lai mgt sd
pham vi danh cho vide dja phuang
hoa mgt so chi tidt khi cdn thid't
Nd'u dap iing dugc ydu cdu co ban
ve thj hidu toan cdu, thi phuang
phap nay se dugc chdp nhan
Cling ed trudng hgp edn thay
ddi ca hinh anh ndn cua nhan hidu
nd'u tidm Iue kinh te va vdng ddi
san phdm d cac thj trudng cd sir
chdnh lech dang kd, hoac nd'u thdi
quen va thai do ciia ngudi tidu
dimg d noi dd mang nang tfnh van
hoa dac thu, hoac nd'u tinh hlnh
canh tranh d cac thj trudng cd su
khac bidt dang kd
GlAl QUY^T NHCTNG V A N D ^
CHfNH SACH
Giai quyd't nhiing vdn dd chfnh
sach bao gdm lua chgn sdc thai va
phong each thd hidn ngi dung ciia
quang cao Cu thd la lua chgn cac
sdc thai nhu giau hinh anh, dju
dang, cam xiic, hai hude, sg hai, so
sanh, Nhieu nghidn eiiu da cho
thdy cac cdng ty d eac nudc khac
nhau thfeh dimg quang eao mang
sdc thai dju dang, nhidu thdng tin,
va rdt ft dung cac loai quang cao
bieu cam thdng qua cae hinh anh
khdng ldi Xu hudng trdn la do cd
su khae bidt ve van hod tidu diing
d cac nudc khac nhau Tuy nhidn,
d mgt sd nudc, cac cdng ty vdn
diing chung mgt phuang thiic
quang eao don gian la vi hg thdy
cac cdng ty khac ciing thudng
diing phuang phap dd Ndi each
khac cac cdng ty nay ap dung phuang phap quang cao theo trao luu chung khdng nghien ciru lua chgn mgt each ky ludng Mgt ly
do niia su da dang ciia cac phuang thiic quang cao la do luat phdp va truyen thdng dd'i vdi cac quang cao so sanh d cac nudc rat khac nhau Mgt sd nudc khdng cho phep hoac tdy chay dd'i vdi phuong thdc quang cao so sanh
Phdn ldn quang cao ciia Nhat ban cd sdc thai "ggi y gian tie'p"
hon, ft "thdi thuc" hon, thien vd chil nghTa bidu tugng, ft ed nhiing thdng diep sau sdc, thien vd bieu cam, hai hudc, dd cao dja vj xa hgi, dd cao hlnh anh cdng ty, va ft
cd su so sanh hon cae quang cao ciia My Cac quang cao ciia Anh cung thidn ve thuyd't phuc dju dang, vui nhgn han so vdi quang cao cua My do cd nhidu sir khac bidt ve van hoa, ljch sir, va phuang thiic quang cao Cac quang cao in ciia Phap ft thdng tin chi tidt, ma thien ve khdu ggi gidi tfnh, hai hudc vd bidu cam hem so vdi quang cao in d My Quang cao ciia Diic thuc dung hem, nhieu thdng tin hem, cac quang cao ciia Trung
qud'e cung vay O Viet Nam quang
cao thudng rudm ra, ft thdng tin va kem trung thuc
Quang cao ly tfnh thudng khdng gay dugc nhieu su chu y va tinh thuyd't phuc ft hon so vdi quang cdo bieu cam va quang cdo hai hudc d Anh va Phap, cac nha nghidn ciiu ciing cho bie't ngudi Chau Au rat thich cac quang cdo d dja phuemg ciia hg bdi tfnh chd't vui nhgn giai trf nhung miic do hieu quang cao ciia hg lai thdp hon
so vdi ngudi My
Su da dang ve each the hidn quang cao ndi trdn la do cd su khae bidt ve van hod giiia cac viing midn Ngoai ra, su da dang quang eao cQng la do tac dgng ciia ludt
phap cac nudc sd tai cho phdp hoac cam dd'i vdi quang cao so sanh, cd hoac khdng cd quy chd' ddi vdi van dd quang cao cd co sd hay khdng
Su khac bidt ve van hoa va thj hidu ngudi tidu dung giiia cae qudc gia se ddn thu hep trong qua trinh toan cdu hod, cac cdng ty khdng phai lo sira ddi cac chuong trinh quang cao ciia minh Tuy nhidn su khac bidt ve thj hie'u d tiing dia phucmg va su khac bidt vd chi phi truydn thdng va san xuat quang cao ddi hdi cac cdng ty toan cdu chil dgng sira ddi quang cao cua minh cho phii hgp vdi thuc tidn d tirng thj trudng
Ngay ca khi cd the dp dung mgt thdng diep quang eao cho tdt ea cac nudc trdn toan cdu di niia, vdn cdn phai dja phuang hoa mgt so yd'u td Ye'u to hai hudc khdng ndn toan cdu hoa vi quan nidm vd hai hudc d mdi thj trudng mdi khac Yd'u to bidu cam cung vay bdi cd nai ngudi ta thfeh bde Id cam xuc-nhung cung cd noi ngudi ta cd ldi sdng kin dao ridng tu Cac dac tinh
ky thuat va nhung Igi feh ciia hang hoa nhan hidu thi nhirng ldi giai thi'ch dd nhdt thie't phai dja phuang hoa cho phil hgp vdi trinh do nhan thiic va kid'n thdc co ban vd san pham ciia ngudi tidu dung ban dja Mgt sd nghidn ciiu cho bie't nhin chung, ngudi Chdu Au hoai nghi va ft cam tinh dd'i vdi quang cao hon so vdi ngudi Chau My d ' Nhat Ban, ngudi tidu diing hdu nhu khdng dd y gl dd'n cac quang cao (dinh lugng vd hieu ung nhan bid't
d thj trudng nay la rdt thap) Ngugc lai, djnh lugng vd hidu ung thuyd't phuc d day lai rdt cao Cac nha nghien ciiu ciing cho bid't phuang thuc toan cdu hod quang cao toan phdn ciing cho kd't qua hdi tudng va thuyd't phuc rdt khdc nhau d cac thj trudng khac nhau
Kinh t e v a Dtt bao So 5/2010
19
Trang 4NGHIEN CLfu - TRAO DOI
Vl chua cd loai quang cao nao
la tdi uu cho mdi qudc gia, ndn
nhidu cdng ty toan cdu da budc
phai dp dung chung mgt chii dd,
mgt hlnh anh va mgt ngi dung
quang eao cho tdt ca cac thj trudng
d giai doan dau chid'n djch, sau do
mdi can cii vao tlnh hinh thuc tien
d tirng thj trudng ma cd su didu
chinh lai eho phii hgp Hang nudc
tdm eho vat nudi la Snuggle
thudng thd'ng nha't dua hinh anh
mot con vat hien lanh ldn quang
cao d tdt ca eae thi trudng, nhung
cu thd' la con vdt nao thi can cii vao
tirng thj trudng de chgn lua Bao bl
san phdm cung phai dja phuang
hoa, vide thay ddi mdu ma bao bl
thirdng dugc thuc hidn bdng cac
chuang trinh thidt kd' dd hoa trdn
may tinh Nd'u khdng ydu cdu phai
thay mdi hlnh thuc bao bi thi cac
quang cao truydn hlnh, quang cao
in cd thd giif nguydn mdu ma toan
cdu, chi in thdm vao ngdn ngii ban
dia Ngugc Iai nd'u cdn thid't phai
dia phuang hoa toan phdn ddi vdi
bao bi thi chi phf san xua't thid't kd'
se rat ton kem
Rd rang tfnh chdt toan cau hoa
cang tang bao nhidu thi cang giup
tidi kidm dugc chi phf san xudt va
marketing bdy nhidu Thuc td cho
thay nhung quang cao chu yd'u la
hlnh anh va am nhac thudng dd
toan cau hoa hem so vdi cac quang
eao ditng nhidu Idi thoai va cac
khau hidu Cac cdng ty toan cdu
cung ra sue xay dung cac chid'n
dich vdi hy vgng se gat hai thanh
edng toan cdu va ydu cau cac chi
nhanh dja phuong ciia cdng ty sir
dung td'i da cac chuong trinh nay,
trir nhirng trudng hgp bat kha
khang phai dja phuang hoa mgt sd
yd'u td ciia chid'n dich Rat nhidu
cdng ty da lam san mgt so chuong
trinh quang cao truyen hinh trong
do hlnh anh va am thanh da dugc
toan cau hoa va ydu cdu giam doe
cac chi nhdnh tang cudng sit dung
cac chuang trinh nay bat cii khi nao cd the Nd'u cdn thid't phai dja phuemg hoa am thanh hoac hlnh anh chi vide in thdm vao chuong trinh lam san Vf du, rugu gin ciia hang Gilbey, ban d tren 150 nudc,
da xay dung mgt chid'n djch quang cao d New York, sau dd giao chuong trinh nay cho nhidu hang
quang cao khac nhau thuc hien a
thj trudng toan cdu Cdng ty yeu cdu cac hang quang cao giii nguydn y tudng, hoac dja phuemg hoa nhiing gi cdn thid't
VAN Dl N G A N S A C H
Ngan sach quang cao toan cdu gom vide xac djnh va phan bd ngan sach cho cac hoat dgng quang cao trdn toan cau Ngan sach se dugc toan cdu hoa thuan lgi nd'u chu ky tidu thu d cac thj trudng khac nhau la tuong duang nhau, bdi tan suat quang cao phu thude vao do dai ciia chu ky tidu thu dd'i vdi mgt ddng san phdm
Tuy nhidn, giiia cac thi trudng khac nhau cd rat nhidu yd'u to dac thii ridng bidt, nhu khac bidt vd Id phf truydn thdng tuong dd'i va tuyet dd'i, khac bidt vd so lugng khaeh hang muc tidu dugc tid'p can vdi quang cao, khac bidt ve ngan sach va phuang thiic quang cao ciia cac nhan hidu canh tranh, khac bidt ve vdng ddi san phdm, khdc bidt ve ty Id hg gia dinh dugc quang ba vd ddng san phdm,
Chi phf tfnh trdn 1000 khach hang muc tidu dugc tiep can vdi quang cao (tfnh cho liia tudi 15 trd Idn) nam 1993 dd'i vdi cac quang cad truydn hlnh vao gid cao diem dao dgng tir 5 ddla d Nhat Ban dd'n 24 ddla d Thuy Sy (va khoang
7 ddla d My va d Anh; tir 12 dd'n
13 ddla d nhidu nudc Tay Au) Cac cdng ty toan cdu cdn cd cac djnh mdc ngdn sach khac nhau cho dac thu ciia tirng thj trudng Ngoai ra, vide phdn bd ngan sach cho cac
loai hlnh quang cao khac nhau ciing can phai dja phuang hoa Phan bo ngan sach quang cao bao gom hoat dgng phan bd tai chfnh cho timg hang truydn thdng khae nhau tham gia chid'n djch quang cao Cac hang truydn thdng
cd nhidu tren thj trudng dja phucmg ndn vide phan bd ngan sach va thud truyen thong thudng dugc dja phuang hoa toan phdn Nhidu qudc gia cung rat khae nhau
vd kha nang tid'p can khach hang muc tidu ciia cac hang truyen thong, thdi lugng va dung lugng danh cho quang cao d cac nude ciing rdt khac nhau
Dja phuang hoa vide phan bo ngan sach quang cao ngay cang trd ndn can thid't hem khi nhidu thj trudng khdng cd mgt dii lieu qudc td' nao vd didu kidn va nang luc ciia cac hang truydn thdng ciia minh
Do dd, nd'u khdng dja phuang hda vide lua chgn hang truydn thdng va phan bo thdng qua ngan sach quang cao se khdng cd each nao bid't dugc mdc phf va hidu qua cua cac hang truydn thdng d dja phuang Tuy nhidn, mgt so khfa canh nhu xac djnh thj trudng mue tidu, lugng va tdn td'i uu vdn cd the tfnh toan dua trdn phuemg thiie toan cdu hod Q
Tdi lieu tham khdo:
- Advertising Management David A-Aaker; John C Myer.'i: Rajeev Batra, Prenliee - Hall of India New Delhi 2007
- Advertising management and Brand Management - Manchester Metropolian University 2007
- Marrkeling Management Philip Kodler Prentice Hall of USA 2006
- Qudn ly Nhd nude ve lio(U dipng qudng edo a Viet Nam thue trung vd gidi phdp De tdi edp hid, Chii nhiem PGS.TS Luu Vdn Nghiem 200H
So 5/2010
20 Kinh t§' v a Dit bao