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8/2/2019 VanLuong.blogSpot.com Sach365
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VHT
Mc tiu ti:Tng nhn bit ca thng hiu sch 365trong cngng mng c thi quen s dng internet hng ngy v cthi quen mua sm trn mng
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Tn nhm: FOM Focus on Online Marketing
Thnh vin :
1.L i Dng (Trng nhm)
2.Nguyn Trng Th
3.Nguyn Th Hng Gm4.Dng Th Ngc L
5.Trn Hng Lin
6.Trng Cng Minh Tun
7.Nguyn Ngc Phng
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Doanh thu ngnh phn phi schl hn 2.500 t ng trong nm
2010 (90% thng qua nh sch) Tc tng trng ca th trng
sch trc tuyn l 150% /nm
Tim nng th trng trong tnglai cn rt ln
PHN TCH TH TRNG SCH TRC TUYN
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PHN TCH I TH CNH TRANH Hin c gn 100 n v bn sch trc tuyn
Cnh tranh tng i khc lit, cc n v ang chuyn
sang giai on cnh tranh v gi Tm chia ra lm 2 nhm chnh 1A, v 1B:
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PHN TCH I TH CNH TRANHCng ty Th phn,
nh vMarketing Sn
phmDchv
Gi c K hoch phttrin tng lai
Vinabook-DT: 75 tVND
- Nh schtrc tuynln nhtVit Nam
- SEO
-a dngv sch
quc vn- C thmbng a,tp ch
- Nhnchung
l tt
- Cao hnhoc bng
gi ba- C gim ginhng t, slng nh
- Trin khai thmbn ebook c
bn quyn- Thiu tp trungv b lose focuscho hotdeal
Tiki - Websitebn schv ccthit b giitr cao cp
- Khc bitho- SEO
- Tiki xu
- Trngthng
- Schquc vn- Schngoi vn- Thit bgii tr
- Ttnht
- Ph giaohng cao hn- Bt ugim gi,nhng rt t
- Bt u chinlc cnh tranhgi- M rng thtrng
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PHN TCH I TH CNH TRANHCng ty Th phn,nh v
Marketing Snphm
Dch v Gi c K hoch phttrin tng lai
Phng
Nam
- DT: 248 t
- Kinhdoanh vnha caocp
- T chc
s kin- Khuynmi trongnm
- a
dng snphm- Hthngnh schv caf
sch htr
-Website
tt nht,thnthin
- Gim gi
nhiu hncc n vkhc
- L n v c
tim lc nhthin ti- ng b hoh thng nhsch trc tuynvi nh sch
hin ti
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Fahasa Cng ty pht hnh sch Ph Nhun Fahasa ang c th phn ln nht trong lnh vc bn l v
pht hnh sch ti Vit Nam. Bn cnh chui cc nh sch
bn l sch,vn phng phm,Fahasa cng dn u trongpht hnh sch ( da vo mng li ca hng bn l cachnh Fahasa, Fahasa ang c quyn lc bn l rt ln, cccng ty sch tc nh sn xut, phi da vo Fahasa phn phi sch ra th trng ), vy 2 lnh vc mnh nht
ca Fahasa hin ti l : H thng nh sch v Pht hnhsch
PHN TCH I TH CNH TRANH
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PHN TCH TNH HNH NI TI SACH365.COM
Trang web chnh : http://sach365.com
Bn hng thng qua h thng cng tc vin bn trc tip cctrng i hc; hoc t chc hi sch, gian hng bn sch cctrng.
Th phn bn online ca Sach365.com vn cn kh khim tn. Lngkhch khng n nh.
Giao din website khng bt mt, host chm, cha c nhiu imnhn
Thanh ton th hn 90% vn l COD Cash on demand. Ngoi ra c
th thanh ton bng 2 v in t Bo Kim v Ngn Lng.
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Hot ng qung co online thc hin Khuyn mi gim gi nhiu t trong nm
Facebook Fanpage vi hn 3900 fanhttp://www.facebook.com/Sach365page
nh v trong tm tr fan y l 1 fanpage hay chia s nhng cu ni
trch dn hay t sch, nhng note ngha, nhng video truyn cmhng
Ngoi ra Sach365.com lm nhiu blog, mng x hi khc qung co nh twitter, wordpress, tamtay.vn, yume, blogger.
V forum seeding, Sach365.com tp trung vo nhng site khng cm
qung co (tc l thoi mi spam). a s y l trang rao vt. Build t kha ca tng cun sch trong thi im ngn hn.
-> Nhn xt chung: dn tri, khng c chng trnh v chin dch xuyn sut
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CI THIN TNH HNH HIN TI
Lm li website: u tin l giao din thun tin chokhch hng, phi mu hi ho.
Thc hin cc chin dch marketing
TIN HNH CHIN DCH ONLINE MARKETING
NHM TNG NHN BIT THNG HIU
CHIN DCH QUYN GP SCH XY DNG
T SCH YU THNG
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Sch gip ta bit v qu kh, hiu hin ti v nm bt con ng catng lai . Tuy nhin, khng phi ai trong chng ta cng c iu kin mua sch c, nht l nhng bn c hon cnh kh khn. S thiu thnv vt cht khng thit thi bng s thiu thn vn ha tinh thn, c bit
l sch T suy ngh , Sach365.com mong mun cng mi ngi thc hin
chin dch quyn gp sch c v trch mt s lng sch mi xydng t sch cho tr em cc mi m vi mong mun mang nhng trithc gip cc em nh hng con ng mi, chp cnh nhng c m .
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ng thi qua chin dchny, Sach365.com munxy dng v qung b
hnh nh thng hiuSach356.com n vikhch hng vi thngip:
Chia s yu thngNng tm tri thc
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THI GIAN CHY CHNG TRNHW0 w1 w2 w3 w4 w5 w6 w7 w8 w9 w10 w11 w12
Chng trnhthu gom t 1 t 2
Chng trnhxy dng t
sch
Mim
1,2
Mim
3,4,5
Mi m 6,7,8Tng kt chng trinh trong
qu.
Tri n khch hngMicrosite
Google Adwork
Banner ads
Key message:Chia s yu
thng. Nngtm kin thc
Thng bo s kinThi gian a im 1
Tong ket dot 1 +remind event
Social media
Forum
Email database c sn
sms marketing database c snThng
bo SMS cm n
THI GIAN : T 15/07/2011 N 15/10/2011
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MARKETING TRUYN THNG Chin dch ku gi ny s ko di trong 3 thng, trong khong thi gian .
Sach365.com s trch ra 10% doanh thu trch ra lm qu xy dng tsch thng yu
Tin trnh thc hin:
i kho st cc mi m tnh thng trn a bn thnh ph. Ku gi mi ngi quyn gp sch. Tp trung qung b, gii thiu s
kin ny.
Xy dng 6 a m thu gom sch ri u trn khp thnh ph. aim thu gom sch d kin s l cc trng hc. Khi ngi ta quyn gpsch th s xin thng tin cm n v xy dng database khch hng.
t cc standee ti cc qun c ph, cc cao c vn phng, trnghc.
Thng th nht l thi gian khao st, qung b, ku gi, thu gom sch,phn loi, chun b. K t thng th 2 th s bt u xy dng t sch chocc mim
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CC CNG C ONLINE MARKETINGTRC TUYN P DNG
CHO CHIN DCH
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1. Thit k microsite Gn trn subdomain: tusachyeuthuong.sach365.com Chi ph thit k: 15 triu VND
Mc ch: l ni ng ti ton b tin trnh, kt qu hotng ca chin dch T sch yu thng
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2. Google Adwords Tin hnh la chn v phn tch t kho
Mua nhiu t kho:
Chi ph: mua trn gi BG 5, ph 7,5 triu / thng Mc ch: Trong thi gian ngn 3 thng th vic tin hnh
ti u ho SEO l rt kh. V vy cng ty quyt nh muat kho trn google tng pageview vo website.
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3. Banner Ads S dng 2 hnh thc: Web banner v Facebook Ads
1.Web banners: Chy trong 8 tun
2.Facebook Ads: Chy trong sut 3 thng qung b vPage T sch yu thng trn facebook v microsite
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3. Word box application
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Chi phTOTAL COST
Banner 40,300,000
Box Application 48,000,000
Total (VND) 88,300,000
VAT (10%) 8,830,000
Total (VND) 97,130,000
PR ArticlesWebsite Section Unit cost Quantity
Dantri.com.vn "Khuyn hc" free 1
BANNERs
Websites Position Banner Size Unit cost Timeline Amount Discount Total cost
SOV 3 pixel VND/week week % VND
Dantri.com.vn Gio dc + Vic lm Mini banner 300 x 125 5,000,000 T tun 5 - 8 4 8% 18,400,000
Zing.vn Sng tr Right banner 2 300 x 100 2,500,000 T tun 1 - 4 4 25% 7,500,000
Webtretho.com Trang tin Rectangle 1 300 x 100 4,000,000 T tun 1 - 4 4 10% 14,400,000
TOTAL 40,300,000
BOX APPLICATION
Websites Position Banner Size Unit cost Timeline Amount Discount Total cost
SOV 3 pixel VND/week week % VND
Dantri.com.vn Gio dc + Vic lm Hight Banner A+ B 300 x 600 15,000,000 4 tun u tin 4 20% 48,000,000
TOTAL 48,000,000
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4. Social media network Facebook:
Duy tr hot ng fanpage Sach365.com hin ti
To fanpage mi, T Sch Yu Thng. i kuqung b v page, s dng thm facebook ads htr qung b. T chc event quyn gp sch trnfacebook. Thng xuyn c nhng post mi cp nhtv chin dch ln page, a nhiu video clip cm
ng, hay nhm to hiu ng viral
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4. Social media network Tin hnh ng b gia website v cc ti khon mng x
hi nh facebook, Zing Me, Twitter, Yume, Go, Banbe,..
To 1 knh ring trn Youtube: a nhng clip ku ging gp sch, tin trnh thc hin t sch,..
Thi hn: ko di sut 3 thng
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5. Forum seeding Thu 2 cng tc vin m nhn cng vic ny
Ban u s tin hnh spam trn rt nhiu din n mi ngi bit v chin dch ny
Duy tr topic cc din n ln nh: webtretho,lamchame,
Lng c tnh cho mi cng tc vin l 800k 1 thng
Thi hn: ko di sut 3 thng
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6. Email marketing Gi newsletter hng tun cho khch hng: thng bo v
sch mi, cc khuyn mi, s kin ca cng ty
Chi ph: 2 triu/ thng, tng ng 80,000 email mithng
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7. SMS marketing Dng Brandname SMS gi ti ton b khch hng nhm
thng bo chin dch, ku gi quyn gp sch (c lng8 triu)
Gi SMS cm n nhng ngi tham gia chin dchquyn gp sch (c lng 1 triu)
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NGN SCH ONLINE MARKETING :
Knh thc hinThng
1Thng
2Thng
3
Microsite & graphic design 25
Web banner/ PR
Ad network 24.1 20.2
Box application 52.8Facebook ads 6 6 6
Forum seeding 1.6 1.6 1.6
Ph lm t sch 12 12
SMS Marketing 8 1
Ads word 7.5 7.5 7.5
Email 2 2 2
Cng 127 49.3 30.1 206.4n v: triu ng
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