Bao Cao Thuc Tap Maketing MyTV (1)

1

Li m u

Ngy nay khoa hc k thut, cng ngh thng tin tin b vt bc, h

thng s pht trin in hnh l ngnh vin thng. Con ngi tin n s dng

cc sn phm dch v cng ngh cao chnh v vy cc nh mng vin thng lun

a ra nhng sn phm dch v mi kp vi xu th thi i.

Tp on VNPT khng ngng a ra sn phm dch v mi, tt, c cht

lng cao v hin i, cn ang ng trc p lc ln l c nhiu i th cnh

tranh nh Viettel, EVN Telecom, SPT, Hanoi Telecom, Vishipel, VTC v FPT ,

ring vi th trng dch v di ng hin hi t 6 nh cung cp vi th cn

bng. Th phn dch v Internet ADSL vi VNPT chim 50%, Viettel 24%, FPT

24% cn li l ca cc doanh nghip khc. Cuc cnh tranh ginh th phn cng

ch yu din ra vi nhng doanh nghip chim th phn ln ny. Cc hot ng

cnh tranh nhm vo chnh sch dch v, chnh sch gi cc, knh phn phi,

cnh tranh v bn hng v chm sc khch hng ht khch hng v pha mnh.

Cnh tranh cng l c hi cc doanh nghip c nhng thay i nng ng

hn. y cng l bc chun b cho hi nhp quc t, cnh tranh vi cc tp

on vin thng ln. Nhu cu ca th trng ngy cng cao, khch hng ngy

cng kh tnh hn trong vic la chn s dng cc dch v cht lng tt, gi

thnh r, s n lc ca VNPT a ra sn phm dch v MyTV (truyn hnh

theo yu cu ) y l chin lc to nt khc bit so vi truyn hnh thng

thng chiu g xem ny cn i vi MyTV th thch g xem ny, MyTV l

hng i mi ca VNPT nhng pha trc chc s c nhiu kh khn. thm

nhp vo th trng hin nay v c v th ca sn phm VNPT a ra nhng

chnh sch chin lc kinh doanh ca mnh, c bit y mnh tp trung cng

tc Marketing cho cc vin thng Tnh trong c nc.

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Trung Tm Vin Thng Lt thuc Vin Thng Tnh Lm ng l ni cung

cp dch v MyTV cho khu vc Lt. Nhm m bo gi vng th phn ca

mnh trong cc dch v in thoi c nh, di ng, Internet vin thng Lt

lm tt v k thut v cng ngh, thit b u cui, ngy nay cn thm thch thc

ln l thm sn phm dch v MyTV cng nh cc sn phm dch v khc ta

phi chun b tt v k thut bn cnh l vn t ra hin nay l nng cao

cht lng dch v, tho mn khch hng. M vn quan trng l cng tc

Marketing cho sn phm MyTV Chnh v vy ti chn ti CHIN LC

MARKETING CHO DCH V TRUYN HNH THEO YU CU

Trong thi gian ngn thc hin, chuyn khng th trnh khi thiu st

mong nhn c kin ng gp t qu thy c, bn b chuyn hon thin

v thnh cng hn.

Ti xin chn thnh cm n.

Lt, 16/04/2013

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Phn 1: C s l lun v Marketing

1.1 Cc khi nim c bn v Marketing:

1.1.1 Khi nim v Marketing:

Hin nay c rt nhiu nh ngha Marketing khc nhau, mi cch nh

ngha u tn ti mt s nhc im, do cha c mt nh ngha thng

nht v Marketing.

PhilipKotler nh ngha Marketing: l mt qu trnh mang tnh x

hi, nh n m cc c nhn v cc nhm ngi khc nhau nhn c ci m

h cn v mong mun thng qua vic to ra, cung cp v trao i cc sn

phm c gi tr vi nhng ngi khc

nh ngha Marketing da trn nhng khi nim ct li sau: Nhu cu

t nhin (Needs), mong mun (Wants), Nhu cu kh nng thanh ton, sn

phm, li ch, chi ph, s tha mn, trao i, giao dch v th trng.

Chin lc v sn phm v chin lc v bn hng ch trng ti vic

tng doanh s bn hng thu li nhun, trong khi chin lc hng v

khch hng t thu c li nhun . Mi chin lc c nhng li th

ring ca mnh nhng chin lc v khch hng chnh l khi nim v

Marketing l chin lc hiu qu nht trong vic ti a ha li nhun ca

doanh nghip trong thi k lu di.

1.1.1.1 Chin lc v sn phm:

Mt s doanh nghip c xu hng coi trng sn phm v sn xut

hn l Marketing. H tin rng mt sn phm tt s t tm c khch

hng. V vy cc nh qun l ch vic tp trung lm sao hon thin c

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sn xut , cc khu cn li l phn phi v bn hng s t khc c hon

thin.

Chin lc ny hu dng khi cu v sn phm vt cung, tc l trn

th trng khng c sn phm bn cho tt c nhng khch hng

mun mua v cc nh qun l n gin l ch vic lm sao tm c cch

gia tng sn xut. Chin lc ny cng pht huy tc dng khi chi ph

sn xut ra sn phm rt cao v vic tng nng sut hoc sn lng s

gp phn h gi thnh. Tuy nhin, trong hu ht cc trng hp khc, y

khng phi l mt chin lc marketing hu hiu. Cc doanh nghip s

dng Marketing ny thng khng hiu ti sao h li khng th thnh

cng hn trong kinh doanh.

Doanh nghip hng v sn phm l doanh nghip quan tm ti

vic sn xut nhiu hn l quan tm ti nhu cu ca khch hng.

1.1.1.2 Chin lc v bn hng:

Bn cnh nhng doanh nghip ch trng v sn phm v sn xut

hn l Marketing, cc doanh nghip khc li qu quan tm ti kh nng

bn hng. H tin tng rng vi i ng bn hng gii th bt c sn phm

no sn xut ra h s tm c lng khch hng mua. H cho rng

khch hng lun hi lng vi ci mnh mua c. Nhng doanh nghip

ny tin rng h nn tp trung vo khu bn hng v khuch trng sn

phm tm lng khch hng tiu th ht sn phm m h sn xut ra.

Chin lc hng v bn hng v chin lc hng v sn phm

u b qua nhng khi nim c bn ca marketing. Vi cc chin lc

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ny, khch hng c th mua hng ln u nhng kh c th mua hng ln

th hai v nhu cu mong mun thc s ca h khng c p ng.

1.1.1.3 Chin lc v khch hng:

Mc d y l mt vn khng d dng, song doanh nghip hon

ton c kh nng s dng chin lc hng v th trng duy tr s tng

trng lin tc ca doanh nghip trn c s lm hi lng khch hng. Khi

yu t khch hng c t ln hng u, chnh l lc doanh nghip

thc hin chin lc marketing tng hp. Mi thnh vin trong doanh

nghip phi nhn thc c iu ny v u lm vic trn tinh thn khch

hng l thng .

1.1.1.4 Khch hng mua li ch:

Ngi ta mua hng v nhng li ch m sn phm mang li. H

mua hng khng v nhng c tnh ca n m v n gip h tha mn nhu

cu. Do vy cc c tnh ca sn phm c kh nng mang li cho ngi

mua.

Doanh nghip phi tm hiu c l do m khch hng mua mt sn

phm t gi bn ph hp vi nh gi ca h v gi tr ca sn phm

.

1.1.2 K hoch marketing:

hot ng marketing thnh cng, mt doanh nghip cn phi c hai

iu kin c bn sau:

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1. Tt c thnh vin trong doanh nghip u phi thm nhun v kin

nh vi chin lc hng v khch hng ca marketing hin i.

2. Xy dng k hoch marketing, trong vch ra mt cch r rng

lm th no doanh nghip t c nhng mc tiu marketing.

K hoch marketing l mt trong nhng k hoch chc nng quan

trng gip doanh nghip thc hin mc tiu tng th ra. iu ny

c th hin rt r trong hnh di y:

Hnh 1 : K hoch marketing

K hoch marketing to nn s ch trng vo khch hng xuyn sut

mi hot ng ca doanh nghip.

Mc tiu ca

cng ty

Cc lc

lng mi

trng

Nhng mt

mnh v yu ca cng ty

V tr cng ty mong mun

V tr hin ti

ca cng ty

Khong cch chin lc

Cc k hoch chc nng

K hoch marketing

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1.2 Thu thp thng tin v khch hng:

1.2.1 Tm quan trng ca vic tm hiu thng tin v khch hng v

khch hng tim nng:

Khng mt doanh nghip no c th thnh cng nu khng c khch

hng. Mc ch ca marketing hin i l tha mn nhu cu v mong mun

ca nhm khch hng mc tiu. Cc doanh nghip thnh cng lun mun

tng doanh s v s lng khch hng m h phc v.

Hy hiu khch hng ca bn : Hiu v khch hng l rt quan trng

trong vic xc nh c khch hng hin ti v khch hng tim nng. Cc

doanh nghip cn nghin cu v nhn thc, s thch v hnh vi mua ca

khch hng. Thng tin ny s cung cp cc gii php quan trng v cc c

tnh ca sn phm, gi c, cc knh phn phi v cc thng ip khuch

trng t hiu qu nht i vi khch hng mc tiu bn chn.

Cn tr li su cu hi vi bt k nhm khch hng mc tiu no:

1. Ai l cc khch hng mc tiu?

2. Ti sao h s mun mua?

3. Khch hng mc tiu s mun mua g?

4. Khch hng s mun mua nh th no?

5. Khi no h s mua?

6. H s mun mua u?

1.2.2 Hnh vi mua ca ngi tiu dng:

Cc doanh nghip s dng hiu bit v khch hng mc tiu hiu

xem h ra quyt nh mua sn phm ca mnh nh th no. C bn yu t

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chnh c xc nh l c nh hng quan trng i vi hnh vi ca ngi

tiu dng.

Vn ha: vn ha, nhnh vn ha, tng lp x hi.

X hi: nhm nh hng, gia nh, vai tr a v.

C nhn : tui tc v giai on trong cuc i, ngh nghip, tnh trng

ti chnh, phong cch sng, c tnh.

Tm l: ng c, nhn thc, hc hi, nim tin v thi .

1.2.3 Hnh vi mua ca t chc:

Th trng mua ca cc t chc bao gm tt c cc t chc mua

hng ha v dch v s dng sn xut ra hng ha v dch v khc.

Cc yu t nh hng ti qu trnh mua ca t chc: Nhng yu t mi

trng bn ngoi, nhng yu t mi trng bn trong, nhng yu t tng

tc gia cc bn, nhng yu t c nhn.

1.3 Thu thp thng tin v qu trnh v xu hng mua hng ca khch

hng:

1.3.1 Thu thp d kin ca khch hng:

Mi cng ty u cn thng tin v khch hng bit xem h l ai, cn

tha mn nhng nhu cu g, v mua hng nh th no. Nhiu cng ty c qui

m nh nn ngi ch doanh nghip bit v khch hng ca h ngay v c

c rt nhiu thng tin nh tip xc quan st, hi han khch hng. iu

ny rt quan trng nhng cng cn phi c thng tin hon chnh hn, c

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bit l khi th trng cng tr nn khc lit v thay i nhanh chng. Mi

cng ty u rt cn mt h thng marketing.

Cc doanh nghip c th s dung hai ngun thng tin : s cp v th

cp.

Hnh 2 : Ngun thng tin ca doanh nghip

1.3.2 Qu trnh mua hng ca ngi tiu dng :

Qu trnh mua hng ca ngi tiu dng khng n thun l hnh

ng mua mt sn phm no . Qu trnh ny bt u trc khi xut hin

Quan st Trao i Bn trong Bn ngoi

Th iu tra in thoi Trc tip

C nhn Tho lun nhm

S cp Th cp

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hnh ng mua v cn tip din lu sau . Cc cng ty phi ch vo

ton b qu trnh mua hng ch khng nn ch tp trung vo duy nht

quyt nh mua ca khch hng.

C th thy nm giai on trong qu trnh ny (xem hnh 3)

Hnh 3 : Qu trnh mua hng ca khch hng

1.3.3 Qu trnh mua hng ca cc t chc:

So vi ngi tiu dng c nhn th cc t chc thng mua hng

vi s lng ln hn v c nhiu ngi tham gia vo qu trnh ra quyt

nh mua hng . Kt qu l qu trnh mua hng ca t chc phc tp hn

so vi qu trnh mua hng ca ngi tiu dng . C th xc nh c tm

giai on trong qu trnh ny. Vic mua hng ln u hay mua nhng mt

(Xem ngi khc phn

ng th no, so snh vi vt dng c)

Nhn bit vn

Tm kim thng tin

Cn nhc cc

phng n

Quyt nh mua

nh gi sau khi

mua

(Vt dng c

phi thay)

(Xem bo, tm

ca hng, hi thm

ngi quen)

(Vt dng ph hp, va ti

tin, hi kin ngi

khc)

(Mua theo l tr hay theo cm tnh)

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hng phc tp thng i hi phi tun th ton b cc giai on ny.

Vic mua hng nh k ( v d mua thng xuyn nhng mt hng chun)

khng i hi phi tun theo tm giai on.

Hnh 4 : Qu trnh mua hng ca khch hng l cc t chc

1.3.4 D bo nhu cu v xu hng ca ngi mua hng:

Cc cng ty thu thp thng tin v khch hng bit khch hng

cn g nhm tha mn nhu cu bng sn phm ca mnh. Cc cng ty

s dng thng tin v khch hng d bo doanh s v tm hiu nhng xu

hng tiu dng mi. H thu thp nhng thng tin ny theo ba cch c

bn xem khch hng ni g, lm g v lm g.

Nhn bit vn

M t nhu cu chung

c im k

thut ca sn phm

Tm ngi cung ng

nh gi hot

ng

Quy nh giao hng

La chn ngi cung ng

ngh gi h s cho

hng

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1.4 Th trng mc tiu:

1.4.1 Phn on th trng:

Th trng bao gm nhng ngi mua hng, ngi mua c th khc

nhau theo nhiu cch. H c nhng nhu cu, thi , ngun ti chnh v thi

quen mua hng khc nhau. Cc doanh nghip cng rt a dng v nng lc

phc v cc nhm i tng khch hng khc nhau trn th trng. Mi

doanh nghip phi xc nh th trng no mnh s tp trung khai thc.

Phn on th trng c ngha l phn chia th trng thnh cc

nhm ngi mua c nhng c im v nhu cu c bn ging nhau. iu

cho php doanh nghip xy dng mt chng trnh marketing ph hp vi

nhu cu ca phn on la chn.

Phn on th trng c li cho doanh nghip theo hai cch:

1. C th xc nh c nhu cu v hnh vi ca tng nhm ngi

mua mt cch chnh xc. Doanh nghip hiu r khch hng mc

tiu v nh phc v h tt hn.

2. Hot ng marketing p ng nhu cu v hnh vi ca mt nhm

ngi mua no s c hiu qu hn nhiu so vi marketing

hng ti tt c cc i tng ngi mua tim nng.

* Phn on th trng ngi tiu dng:

- Phn on theo yu t a l

- Phn on theo yu t nhn khu hc

- Phn on theo yu t tm l

- Phn on theo yu t hnh vi mua hng

* Phn on th trng cc t chc:

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- Cc yu t v nhn khu hc

- Cc yu t v vn hnh

Cc nguyn tc phn on th trng mt cch hiu qu: o lng

c, c th t c, quy m ln, kh thi.

1.4.2 Xc nh th trng mc tiu :

Xc nh phn on th trng tim nng l mt cch doanh

nghip pht hin ra c hi v phn on th trng . Cc phn on th

trng khc nhau phi c nh gi v cn nhc la chn c phn

on th trng mc tiu tt nht. Thc cht vic la chn th trng mc

tiu l quyt nh phn phi ngun lc marketing ca doanh nghip ti mt

hay mt s phn on th trng m doanh nghip c li th cnh tranh.

Nhiu yu t cn c xem xt khi la chn mt chin lc bao ph

th trng. Cc yu t bao gm ngun lc doanh nghip, mc hp dn

ca tng phn on, cc loi sn phm ca doanh nghip v chin lc

marketing phn bit, chin lc marketing trng im.

1.4.3 nh v sn phm trn th trng:

Cc cng ty lun c gng to ra s khc bit vi cc i th cnh

tranh. H to ra nhng sn phm mi, dch v hon ho hay nhng chng

trnh c bit cho cc khch hng trung thnh. Tuy vy, mt khi nhng k

hoch ny thnh cng cc i th cnh tranh c th bt chc theo. Li th

cnh tranh ch tn ti trong mt thi gian ngn. Do vy cc doanh nghip

phi to ra nhng c im c trng thu ht s ch la chn ca

khch hng.

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nh v sn phm l qu trnh xy dng v thng t nhng gi tr c

trng ca nhn hiu ca mnh trong tm tr ca khch hng mc tiu.

Quy trnh nh v c th chia thnh cc bc sau:

Hnh 5 : Quy trnh nh v thng hiu

1.5 Gi v chin lc gi:

1.5.1 Nhng yu t nh hng n vic nh gi:

i vi mt s ngi gi n gin ch l s tin mua mt sn

phm hay dch v. Nhng ngi khc li coi gi nh th hin tng li ch

m khch hng nhn c t sn phm.

Gi thng l yu t ch yu trong quyt nh mua hng ca khch

hng. Vic nh gi ph thuc vo chi ph v mc tiu marketing ca doanh

Xc nh tp cc nhn hiu cnh tranh

Xc nh tp cc thuc tnh

Xy dng v phn tch v tr cc thng hiu

Quyt nh chin lc nh v

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nghip, cng nh bn cht ca th trng, sc cnh tranh, nhu cu ca khch

hng v nhng yu t bn ngoi khc.

Hnh 6: Nhng yu t cn cn nhc khi quyt nh v gi

1.5.2 Nhng phng php nh gi c bn:

Mt doanh nghip nh gi bn khng trang tri ht c chi ph

ca mnh s khng tn ti lu trong thng trng. Mt doanh nghip

nh mc gi m khch hng khng chp nhn th sm mun g cng b

loi khi th trng. Chi ph (gi thnh) ca sn phm qui nh mc gi

bn ti thiu, cn quan nim ca khch hng v gi tr ca sn phm s qui

nh mc gi ti a. Cc doanh nghip cng cn phi bit i th cnh

tranh ca mnh nh gi th no i vi cc sn phm tng t, bi khch

hng bao gi cng so snh gi . Ba phng php nh gi c bn l:

- nh gi theo gi thnh

- nh gi theo cnh tranh

- nh gi theo gi tr

Yu t bn trong - Mc tiu marketing - Chin lc marketing - Chi ph

Quyt nh gi

Yu t bn ngoi - Bn cht ca th trng v nhu cu - Cnh tranh - Cc yu t khc (nn kinh t, chnh ph)

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nh gi theo gi thnh

nh gi theo gi tr

1.5.3 Chin lc gi ca sn phm mi:

Gi ca mt sn phm bin ng theo vng i ca n. Tung ra mt

sn phm mi c nhng cch thc ring. Cc chin lc gi c th la

chn:

- nh gi ht vng sa: c tc dng khi sn phm mi c nhng c

tnh v ch li c o v khi i th cnh tranh khng th bt

chc.

- nh gi thm nhp th trng : gi thp hn i th thu ht

khch hng chin lc gi thm nhp buc phi khng ngng gim

chi ph cnh tranh.

1.6 Chin lc phn phi:

1.6.1 Knh phn phi:

1.6.1.1 Vai tr ca knh phn phi:

Vic la knh phn phi c nh hng rt ln n cc quyt

nh marketing khc. Gi c v doanh thu ph thuc kh nhiu vo

Sn phm Gi thnh Gi bn Gi tr Khch hng

Khch hng Gi tr Gi bn Gi thnh Sn phm

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vic t chc, s dng knh phn phi, cht lng i ng bn hng,

dch v bn hng sau phn phi.

Knh phn phi c nh ngha l mt tp hp cc cng ty

v c nhn tham gia vo qu trnh lu chuyn sn phm hay dch v

t ngi sn xut n ngi tiu dng.

Cc nh sn xut thng n lc thit lp h thng phn phi

hng ha n ngi tiu dng mt cch trc tip thng qua cc

trung gian phn phi. Trong qu trnh doanh nghip c nhng li

ch sau:

- Trung gian s chu phn chi ph trong vic bn hng trc tip

n ngi tiu dng.

- Trung gian to iu kin cung ng sn phm b sung.

- Doanh nghip c iu kin tp trung u t vo cng vic sn

xut ca mnh.

- Trung gian lm gim s quan h, lm tng hiu qu trong x

hi.

1.6.1.2 Chc nng ca knh phn phi:

Nh c knh phn phi khc phc c nhng kh khn v

khong cch, thi gian, a im v.vtrong qu trnh tiu th sn

phm. Cht lng v hiu qu ca cc thnh vin trong knh phn

phi khng ngng c ci thin nh c tnh chuyn mn ha cao

v h c kh nng chuyn i cc chc nng cho nhau. Thnh vin

knh phn phi thc hin cc chc nng quan trng sau:

- Nghin cu: thu thp thng tin cn thit lp k hoch v

to iu kin thun li cho vic trao i.

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- Khuch trng sn phm : kch thch tiu th, truyn b

nhng thng tin v hng ha.

- Tip xc: thit lp cc mi lin h, to dng v duy tr cc

mi lin h vi ngi mua tim nng.

- Lm thch ng: gip cho doanh nghip hon thin hng ha,

p ng c nhng yu cu ca ngi mua, lin quan ti

cc hot ng nh sn xut, ng gi.

- m phn: tin hnh thng lng nhng tha thun vi

nhau v gi c v nhng iu kin khc thc hin bc

tip theo l chuyn giao quyn s hu hay quyn s dng.

- Kho vn: t chc lu thng hng ha, vn chuyn, bo qun,

tn tr hng ha.

- u t: tm kim v s dng cc ngun vn b p chi ph

hot ng ca knh phn phi.

- Chp hnh ri ro: chu trch nhim v hot ng ca knh.

1.6.2 T chc knh phn phi:

H thng knh phn phi c th chia thnh cc dng chnh: knh

phn phi truyn thng, knh phn phi dc, knh phn phi ngang v h

thng a knh.

1.6.2.1 Knh phn phi truyn thng:

Bao gm nhiu thnh vin l cc trung gian phn phi tham gia.

di ca knh c th hin qua s lng trung gian tham gia

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trong knh. Cc trung gian hot ng c lp vi nhau vi mc ch

ti a ha li nhun ca mnh.

- Knh trc tip.

- Knh phn phi cp 1.

- Knh phn phi mt cp.

- Knh phn phi hai cp.

- Knh phn phi ba cp.

1.6.2.2 H thng knh phn phi dc:

H thng knh phn phi dc bao gm nh sn xut, mt hay

nhiu nh bn s v mt hay nhiu nh bn l hot ng nh mt th

thng nht.

- Hnh thc s hu : l dng knh phn phi dc trong cc

giai on sn xut v phn phi k tip nhau u thuc mt

ch s hu duy nht.

- Hnh thc hp ng: lin kt t nguyn, hp tc x, t chc

nhng quyn.

1.6.2.3 H thng phn phi ngang:

Trong h thng phn phi ngang, trong hai hay nhiu cng

ty khng c lin h vi nhau trong cng mt cp ca knh phn

phi lin kt li vi nhau nm bt cc c hi marketing. Thng

qua s hp tc ny h c th lin kt vi nhau trn mt s phng

tin nh ti chnh, sn xut, marketing m cc doanh nghip n l

khng c c.

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1.6.2.4 H thng a knh:

Vi s pht trin ca knh phn phi cng vi vic xut hin

ca nhiu phn khc th trng, doanh nghip s dng hai hay

nhiu knh phn phi tip cn hai hay nhiu phn khc th

trng khc nhau. H thng a knh c u im gip cng ty bao

ph th trng, tit kim cho ph phn phi v thch ng vi ngi

tiu dng. Tuy nhin, n cng c th to ra nhng mu thun gia

cc thnh vin trong knh khi cng phc v cho cng mt th

trng.

1.6.3 Cc quyt nh khi thit k knh phn phi:

thit k h thng knh phn phi, doanh nghip phi phn tch

nhu cu khch hng nhm thit lp mc tiu knh phn phi, nhn dng

nhng knh phn phi chnh c th la chn v nh gi chng. Khi

, nh phn phi cn lu n c im ca khch hng, sn phm trung

gian, i th cnh tranh v c im v mi trng.

- Xc nh vai tr ca hot ng phn phi.

- La chn cc knh phn phi ch yu.

1.7 Khuch trng sn phm v qung co:

1.7.1 Nhng thnh t ca chin lc khuch trng sn phm:

1.7.1.1 Mc tiu khuch trng sn phm:

- Khi dy mi quan tm i vi sn phm, ngay c khi khch hng

cha bit ti s tn ti ca sn phm.

21

- Thng bo cho khch hng v sn phm v cc li ch ca n khi h

khng hiu r v sn phm, v cch vn hnh v li ch ca n

mang li.

- To lng tin i vi sn phm v doanh nghip khi khch hng

bit v sn phm nhng cha hon ton tin vo gi tr ca sn phm

- Thuyt phc khch hng rng cc li ch ca sn phm ln hn chi

ph h b ra v thuyt phc h quyt nh mua sn phm.

1.7.1.2 Bn cng c trong khuch trng sn phm hn hp:

- Qung co.

- Xc tin bn hng.

- Quan h cng chng.

- Bn hng trc tip.

1.7.2 La chn cc cng c khuych trng sn phm :

1.7.2.1 Loi sn phm v th trng:

Tm quan trng ca cc cng c khuych trng cc sn

phm khc nhau i vi th trng hng tiu dng v th trng sn

phm cng nghip c s khc bit. Cc doanh nghip bn sn phm

cho ngi tiu dng cui cng thng u t cho qung co nhiu

hn so vi cc doanh nghip bn hng cho cc t chc kinh doanh

khc. Cc doanh nghip bn sn phm cng nghip dnh phn ln

ngn sch khuych trng sn phm ca h cho khu bn hng trc

tip. Nhn chung bn hng trc tip c s dng khi cc sn phm

22

c gi cao, c ri ro trong bn hng v bn hng cho s lng doanh

nghip t nhng c s lng mua ln.

1.7.2.2 Chin lc y v chin lc ko:

Quyt nh theo ui chin lc y hay chin lc ko

nhm a sn phm ti khch hng cui cng s nh hng rt ln

ti s la chn khuch trng sn phm hn hp ca nh sn xut.

Trong chin lc y, ngi sn xut ly bn hng trc tip

v cc hot ng khuch trng sn phm khc thc y nhng

ngi bn bun, cc nh phn phi chuyn sn phm i.

Mt s iu kin nht inh s to thun li cho chin lc

y. Chin lc ny thnh cng nht khi khch hng cui cng:

- Khng trung thnh vi cc nhn hiu c th.

- Quyt nh mua hng xy ra ti cc ca hng, nht l i

vi hng ha hp dn.

- Bit rng h s c g khi mua sn phm.

Trong chin lc ko, nh sn xut hng ti cc hot ng

marketing ca mnh vo ngi tiu dng cui cng sao cho h c

mun mua sn phm. Sau nhng ngi tiu dng ny s c nhu

cu mua sn phm ca ngi bn l, nhng ngi bn l n lt

h s yu cu nhng ngi bn bun v nh phn phi cung cp sn

phm, v qua kch thch ngi sn xut bn hng. Cu t pha

ngi tiu dng ko sn phm thng qua knh phn phi.

Cc iu kin thun li cho vic thc hin chin lc ko

din ra khi:

23

- Vic mua hng c ngha quan trng.

- Khch hng bit r nhng khc bit gia cc sn phm cnh

tranh.

- Khch hng rt trung thnh vi nhn hiu.

- Khch hng quyt nh nhn hiu no h mun trc khi

h quyt nh mua hng u.

1.7.2.3 Giai on sn sng mua hng ca khch hng:

Khch hng tri qua nhiu bc k t khi h nhn thy mt

vn hoc thy mt nhu cu cho ti khi h mua mt sn phm,

dch v tha mn nhu cu . Qu trnh mua in hnh bao gm

5 giai on, mi giai on i hi mt loi khuych trng sn

phm ring.

Hnh 7 : Cc cng c khuch trng trong cc giai on mua ca

khch hng.

Nhn bit nhu cu

Tm kim thng tin

nh gi cc

phng n

Quyt nh mua

nh gi sau khi

mua

Qung co, quan h cng chng

Qung co, bn

hng trc tip

Bn hng

trc tip

Xc tin bn hng, bn hng trc tip

Qung co, bn

hng trc tip

24

1.7.2.4 Cc giai on trong chu k sng ca sn phm:

V mi sn phm c chu k sng khc nhau s thch hp vi

chin lc c th khc nhau nn cn phi xc nh r rng chu k

ca sn phm mi tin hnh phi thc marketing hp l c.

Mi chu k sn phm c 4 giai on, v mi giai on lin h

vi doanh thu v li nhun theo s sau:

Khi xc nh c sn phm hay dch v ang giai on

no ca chu k kt hp vi phng n chin lc la chn trn

phi thc marketing cho ph hp l, c th:

- Giai on gii thiu: chi ph tip th cao, chiu th theo cch gii

thiu sn phm, phn phi th ri rc co cm, gi bn thm nhp

hay ht vng, sn phm th n gin.

- Giai on tng trng: chi ph tip th va phi, chiu th theo

hng lm cho khch hng yu thch sn phm, y mnh mng

li phn phi, gi c theo hng cnh tranh, sn phm v dch

v th ci tin thm chc nng.

- Giai on trng thnh: chi ph tip th va phi, chiu th theo

hng gi lng trung thnh ca khch hng, y mnh mng

li phn phi, gi bn cnh tranh, sn phm v dch v th a

dng

- Giai on suy thoi: chi ph tip th gim, chiu th th theo

hng nhc nh khch hng v chn lc k lng, gi c tu

chn nhng ch l phi tr li nhiu, sn phm v dch v

khng i.

25

1.7.3 Xy dng chng trnh qung co:

mt chin dch qung co t hiu qu, doanh nghip phi ra

bn quyt nh ln. Quyt nh th nht l xc nh r cc mc tiu qung

co. Quyt nh ny s tc ng ti tt c cc quyt nh khc. Chng hn,

thng ip qung co phi ph hp vi mc tiu qung co. Ngn sch

cng ph thuc mt phn vo mc tiu ang theo ui. Cui cng , cc

quyt nh v phng tin truyn thng s ph thuc vo i tng khn

thnh gi mc tiu ca qung co.

1.7.3.1 Mc tiu qung co:

L nhim v truyn thng c th c thc hin vi mt i

tng khn thnh gi c th trong mt khong thi gian c th. Cc

mc tiu qung co c th phn loi theo mc ch ca chng thng

bo, thuyt phc nhc nh.

1.7.3.2 Thng ip qung co:

Mt cch xc nh cc li ch m thng ip qung co c

th nhn mnh l t ra cu hi: Ti sao phi mua sn phm hay

dch v ca ti? Vic t ra cu hi ny buc ngi ch hay ngi

qun l phi suy ngh v tt c cc li ch ca sn phm hoc dch

v ca h theo quan im ca khch hng . Khch hng s quan tm

v nh gi iu g ? c im no s lm khch hng thch sn

phm ny hn sn phm ca i th cnh tranh khc? Cc cu tr

li s xc nh li ch phi nhn mnh trong thng ip qung co.

1.7.3.3 Quyt nh phng tin qung co:

Mt doanh nghip phi xem xt nhiu yu t khi quyt nh

qung co u.

26

Bn yu t nh hng ti s la chn phng tin qung co:

- Cc thi quen v phng tin truyn thng ca nhng ngi

tiu dng mc tiu s nh hng n la chn phng tin

qung co.

- Tnh cht ca sn phm. Mt s sn phm v thng ip ph

hp hn vi cc phng tin truyn thng nht nh so vi

cc sn phm v thng ip khc.

- Cc loi thng ip khc nhau c th i hi cc phng tin

truyn thng khc nhau.

- Chi ph l yu t chnh trong qu trnh la chn phng tin

qung co.

1.7.3.4 La chn phng tin qung co:

Mt doanh nghip cn phi bit qung co ca h n vi nhng

i tng no. Qu trnh ny gm c bn bc:

- Xc nh th trng mc tiu.

- Tm hiu xem khch hng mc tiu c, nghe, xem g.

- M t sn phm hoc dch v ca bn theo cch c th thu

ht s quan tm ca khch hng mc tiu.

- a thng ip vo phng tin truyn thng c th tip cn

khch hng mc tiu.

Su phng tin qung co chnh : Bo, tp ch, th gi trc

tip, truyn hnh, Radio, qung co ngoi tri.

27

Phn 2: Thc trng kinh doanh v hot ng marketing

sn phm MyTV ca Trung Tm Vin Thng Lt

2.1 S ra i v pht trin Trung Tm Vin Thng Lt:

Nm 2008 vic tch Bu chnh v vin thng ca tp on bu chnh vin

thng VNPT thay i m hnh, thun tin trong kinh doanh v qui cch qun

l tp on Bu Chnh Vin thng thnh lp vin thng Tnh Lm ng v 7

trung tm trc thuc (Trung Tm Vin Thng Lt, Trung Tm Bo Lc,

Trung Tm c Trng, Trung Tm aht, Trung Tm Chm Sc Khch Hng,

Trung Tm Dch V Ni Dung, Trung Tm Tin Hc) . Trung tm Vin thng

Lt l mt trong 7 n v kinh t trc thuc Vin thng Lm ng c thnh

lp theo quyt nh s 460/Q TCCB ngy15/01/2008 ca tp on Bu chnh

vin thng Vit Nam.

2.2 Chc nng v nhim v ca Trung Tm Vin Thng Lt

- Trong xu th cnh tranh gay gt ca th trng vin thng hin nay, Trung

Tm Vin Thng Lt phi hon thnh nhim v ca lnh o Vin thng

Tnh giao cho ng thi c nhng chnh sch v chin lc, phng cch

qun l iu hnh gi c v th cnh tranh trong th trng hin nay.

- T chc lp t, qun l vn hnh, khai thc bo dng sa cha cc thit b

chuyn mch, truyn dn cp II v thit b ngun in ph tr km theo ca

mng vin thng v cng ngh thng tin trn a bn tnh Lm ng.

- T chc lp t, qun l, vn hnh khai thc bo dng sa cha cc trm v

tinh, thit b truy nhp truyn dn cp III, mng ngoi vi trn a bn thnh

ph Lt v huyn Lc Dng.

28

- Qun l v kinh doanh cc dch v vin thng, cng ngh thng tin.

- Kinh doanh vt t, thit b vin thng, cng ngh thng tin.

- Cung cp dch v vin thng h 1, t chc phc v thng tin t xut theo

yu cu ca cp ng, chnh quyn a phng v ca cp trn.

- Kinh doanh cc ngnh ngh khc trong phm vi c Vin Thng Tnh Lm

ng cho php v ph hp vi qui nh ca php lut.

2.3 M hnh t chc v hot ng

2.3.1 M hnh t chc

Hnh 10 : S t chc ca Trung Tm Vin Thng Lt

29

2.3.2 C cu t chc

- T chc Trung Tm Vin Thng Lt bao gm: 1 Gim c v 2

ph Gim c.

+ Gim c : Trc tip iu hnh cc t: T Tng hp, t Mng v

Dch v, T K ton.

+ Ph gim c khu vc pha Ty Lt : trc tip ph trch cc t

trm : trm Lc Dng, T X l Trung Tm, Trm Phng 6, Trm

Cam Ly

+ Ph gim c khu vc pha ng Lt : Trm Bi Th Xun,

Trm Phng 8, Trm Chi Lng, Trm Thi Phin, Trm Tri Mt,

Trm Cu t

2.3.3 Thun li v kh khn ca Trung Tm Vin Thng Lt:

Thun li:

- Trung tm hot ng kinh doanh c hiu qu l nh s quan tm ch

o ca Vin Thng tnh Lm ng.

- Trung tm ang c i ng cn b- cng nhn vin c trnh cao, tui

i tr.

- C s vt cht, cng ngh, thit b tin tin hin i

- C s h tng, mng vin thng ca Vin Thng Tnh Lm ng c

u t ng b v rng khp n a bn ton tnh.

- Trnh dn tr trn a bn, nht l thnh ph Lt ngy cng nng

cao, c bit l mc sng ca ngi dn hin nay khng th thiu nhu

cu v thng tin.

30

- c s h tr tch cc cho hot ng tip th ca Vin Thng Tnh

Lm ng.

- Quan trng nht l i ng CB- CNV v ban lnh o ca Trung tm

lun on kt cht ch, pht huy c nng lc tr tu tp th. c bit

l s kho lo nhy bn v quyt on ca ban lnh o a Trung

tm vt qua nhng kh khn v a Trung tm n v tr hin nay.

Kh khn:

- Lt ngoi khu vc Trung Tm Thnh ph l cc vng ven nh

Xun Trng, Lc Dng thuc phm vi ca Trung Tm Vin Thng

Lt c a hnh i ni. Do kh khn trong vic trin khai h

thng mng.

- Tnh hnh kinh t- x hi ca a phng cn thp, thu nhp khng

ng u.

- Cc d n u t cha nhiu.

- S pht trin ca khoa hc- cng ngh lun lun thay i, v vy cng

nhn vin cn lin tc b sung kin thc kp thi.

- V Trung tm trc thuc doanh nghip Nh nc thuc tp on Bu

Chnh Vin Thng Vit Nam nn gi c cn b ph thuc vi mc gi

tng dng vi cc thnh ph ln khc nn kh khn trong vic ch

ng c gi cc.

- Trong qu trnh pht trin dch v khng nhng kh khn v gi c

dch v m cn c nhiu nh cung cp dch v trong qu trnh cnh

tranh, c th nh l: truyn hnh cp NTH, cng ty FPT.

31

2.4 Gii thiu sn phm dch v

2.4.1. Tnh nng tc dng:

MyTV Truyn hnh tng tc v nhiu dch v mi hp dn do

Cng ty Phn mm v Truyn thng VASC n v thnh vin ca Tp

on Bu chnh Vin thng Vit Nam cung cp, mang n cho khch

hng mt cch thc gii tr khc bit cha tng c ti Vit Nam:

TRUYN HNH THEO YU CU.

S dng dch v MyTV, khch hng khng ch dng li vic xem

truyn hnh n thun m c th xem bt c chng trnh no mnh yu

thch vo bt k thi im no v s dng nhiu dch v khc qua mn

hnh tivi nh: xem phim theo yu cu, ht karaoke, chi game, nghe nhc,

tra cu im thi

Cc dch v trn MyTV:

Vi nhiu dch v phong ph v tnh nng ni tri, MyTV hy vng

s mang li cho khch hng cch thng thc khc bit: Truyn hnh

theo yu cu

Truyn hnh (Live TV): Live TV tng t nh dch v truyn hnh

truyn thng. Dch v ny cung cp cho khch hng nhng chng trnh

truyn hnh c thu li t h thng truyn hnh mt t, truyn hnh cp,

truyn hnh v tinh v knh truyn hnh ring. Cc ni dung truyn hnh

c pht theo lch trnh v thi gian c nh nh truyn hnh truyn

Logo ca MyTV

32

thng. Nhng vi cng ngh IPTV, khch hng khng ch xem mt cch

th ng m c th s dng nhng tnh nng u vit: tm dng, lu tr,

hng dn chng trnh in t, kha chng trnh dnh cho tr em.

Phim theo yu cu (VOD): Dch v ny cho php khch hng la chn

v xem phim lu li trn server.

Karaoke (KoD): mang n cho khch hng danh sch nhng bi ht

c a chung trong nc v quc t. Li bi ht xut hin di dng

text trn mn hnh TV, Karaoke l mt dch v c bit hp dn.

Truyn hnh theo yu cu (TVoD): Dch v ny cho php bn la chn

v xem li cc chng trnh pht trc . Vi dch v Truyn hnh

theo yu cu, bn khng phi ph thuc vo thi gian pht sng ca cc

i truyn hnh v khng bao gi b l bt c mt chng trnh truyn

hnh yu thch no.

m nhc (MoD): Dch v ny cho php khch hng la chn v nghe,

xem cc clip, video clip ca nhc t th vin ca nh cung cp.

Game (GoD): Dch v cho php chi cc game t danh sch c

nh sn n STB. Ngi dng tr ph cho vic chi game.

Tip th truyn hnh (Tele Marketing): Mang n cho khch hng s

dng MyTV cc thng tin v sn phm, dch v la chn v mua sm.

Vi mc ch gii thiu sn phm, dch v ny gip khch hng c th

a ra quyt nh mua sm chnh xc hn cho mnh.

Thng tin cn bit (T - Intormation): Khch hng c th s dng tnh

nng ny tra cu cc thng tin cn thit. Nhng thng tin trn h thng

MyTV rt a dng v phong ph.

33

Tm dng (Time Shift TV): Dch v Tm dng l dch v kt hp gia

dch v truyn hnh trc tuyn Live TV v dch v theo yu cu. Vi chc

nng Time shift, bn c th tm dng hoc tua i tua li knh truyn hnh

ang pht xem li sau .

Lu tr (nPVR): Chc nng nPVR ( Personal Video Recorder ) cho

php khch hng ghi chng trnh v lu tr chng trong h thng lu tr

ca nh vn hnh v xem li sau vi y chc nng iu khin

VCR.

Tr tin theo tng chuyn mc (iPPV): L dch v tr tin theo tng

ln xem. iPPV l mt gii php hiu qu bi v i khi bn ch quan tm

n mt s chuyn mc nht nh ch khng mun xem tt c cc knh.

Qung co (Live channel & Advertising): Qung co trn knh trc

tuyn l dch v cho php khch hng doanh nghip c nhu cu t qung

co trn MyTV qua nhiu hnh thc: TVC, Panel, Logo, Text...

Sng pht thanh (Broadcast audio channel): L dch v nghe sng

pht thanh theo yu cu. Vi mt danh sch nh sn c trong h thng

cc chng trnh pht thanh c pht trc tip theo chuyn c th nh

m nhc, chnh tr, kinh t, x hi... Bn c th la chn v nghe cc

chng trnh pht thanh trong nc, quc t qua h thng MyTV.

Chia s nh v clip (Media sharing): Tnh nng ny cho php khch

hng MyTV c th to, lu tr v qun l cc album nh, clip ca mnh.

Ngoi ra, cc giai on tip theo s c cc dch v tng t nhng

vi cht lng cao (High Definition) v thm mt s dch v gia tng gi

tr khc.

34

Trong thi gian ti VNPT s lun nghin cu mang ti cho Qu

khch hng nhiu dch v v tin ch hp dn hn trn MyTV: truy cp

Internet, voting, chatting, education

Hnh 11: Logo cc dch v MyTV

2.4.2.1. c tnh k thut:

MyTV dch v truyn hnh a phng tin do Tp on bu chnh

Vin thng Vit Nam cung cp, mang n cho qu khch hng hnh thc

gii tr khc bit ng nh Nhng g bn mun.

Cc u im ca MyTV so vi truyn hnh truyn thng khc (cp v

tinh)

Vi MyTV khch hng khng ch dng li vic xem truyn hnh

n thun ging nh truyn hnh truyn thng v truyn hnh cp m c th

35

xem bt c chng trnh no mnh yu thch vo bt k thi im no. V d

cc bn yu thch chng trnh gameshow ng ln nh Olympia chng

hn v bui trc tip sng nay vo lc 11h tra bn bn cng vic khng

th xem c th bt k thi gian ri ca bn trong ngy hoc hai ngy sau

bn c th xem li vn c. MyTV cn c tnh nng quay li (return li)

khi mun xem li nhng bn thng p mt ca nhng trn bng , hay tin

tc thi s nghe cha c r. Ngoi ra c th s dng cc dch v khc qua

mn hnh Tivi nh: Xem phim theo yu cu, ht Karaoke, chi game, nghe

nhc, tra cu im thi, gi vng, la, th trng chng khon hay d bo

thi tit.

MyTV thc s th hin c sc mnh ca dch v Truyn hnh theo

yu cu, ng thi hp dn khch hng bi tnh nng tng tc trc tip

vi cc chng trnh .

im khc bit ca MyTV so vi Internet TV?

V bn cht k thut: MyTV s dng phng thc pht cc chng trnh

trn nn tng v h tng Internet, trong khi Internet TV l dng truyn hnh

trc tuyn trong cc chng trnh c pht trn nn web.

V tnh nng s dng: Cht lng hnh nh, m thanh trn MyTV cao hn

so vi Internet TV. Mytv cn c th va c xem trn truyn hnh v xem

trn my tnh (hin ti Mytv mi ch cung cp dch v qua Tivi).

s dng dch v MyTV, ngoi mn hnh tivi ti nh, khch hng

cn c:

ng truyn ADSL ca VNPT

B gii m Set-top-box

36

MyTV l do Cng ty VASC n v c VNPT giao ch th cung

cp ti khch hng da trn cng ngh IPTV (Internet Protocol

Television), tn hiu truyn hnh c chuyn ha thnh tn hiu IP, truyn

qua h tng mng bng thng rng ca VNPT n thit b u cui STB

(Set - top - box) ca khch hng.

Cc bt li ca MyTV so vi cc sn phm truyn thng khc:

- Kh cnh tranh v gi do chi ph lp t ban u cn cao cn phi c

b gii m set top box l thit b mua ca nc ngoi vi gi tr l

1.568.000 VND cho b HD v 1.006.000 VND cho b SD.

- a s mt nh c t hai tivi tr ln nhng vi MyTV, mi b gii m

ch s dng mt Ti vi chnh v vy chi ph lp t ln kh gim gi

cc hng thng nhiu nh cc dch v truyn hnh truyn thng.

- MyTV l mt sn phm dch v cn kh mi m vi ngi tiu dng

nn phi mt kh nhiu chi ph cho cng tc qung co qung b v

thi gian dng th cho khch hng.

- a s khch hng dng nh cung cp khc sn phm dch v Truyn

hnh thng thng nh cp, v tinh, ngi tiu dng kh c s chuyn

i qua nh cung cp dch v khc.

- Nhng khu vc xa thnh ph thuc phm vi cung cp ca Trung tm

Vin Thng Lt l tim lc nhng cung cp c phi mt nhiu

vn ban u l c s h tng, ng cp ng, thit b my mc,

nh trm

- MyTV l truyn hnh k thut cao ph hp cho gii tr tm ti hc hi

khm ph nhng li kh khn cho ngi cao tui ( i tng cn xem

ti vi gii tr nhiu hn) th cho rng s dng qua menu nhiu tnh nng

37

qu phc tp kh s dng h mun s dng n gin thng thng

hn, chnh v vy cng mt mt lng khch hng ng k.

2.5 Thc trng kinh doanh sn phm dch v MyTV ti Trung Tm Vin

Thng Lt

2.5.1. Th trng cc sn phm dch v tivi ti Lt:

Vic xem Tivi rt ph bin nh nh u c tivi, c quan, nh xng,

khch sn nh hng u u cng c tivi vy th trng sn phm dch v

TV ti Lt l rng ln l li th ca sn phm dch v ny. Tuy

nhin khch hng c th chn la dch v nh cung cp no mi l vn

.

Ngy nay khi mi ngi tin n k thut cao, chng ta khng c

thi gian xem tivi t gi ny sang gi khc ch n chng trnh m

mnh yu thch hoc chng trnh m ta cn mun xem, hoc mun xem

li nhng tin tc, nhng trn bng si ni b l. Nhng MyTV c

th p ng c tt c cc yu cu ca chng ta. Chnh v vy Th trng

sn phm dch v MyTV ang xm nhp th trng chim nhiu u th v

tnh nng v k thut cao trong cc nh cung cp ti th trng Lt.

2.5.2 Cc i th cnh tranh:

Trong thi i bng n v thng tin v truyn s liu, c nhiu nh

mng cung cp dch v. Ti thnh ph Lt l th trng ca Trung Tm

Vin Thng Lt c hai i th cnh tranh l : Truyn hnh cp

NTH, cng ty FPT.

38

i vi truyn hnh cp NTH tr s chnh ti s 1 ng Yersin

Phng 10 Thnh Ph Lt : h c u th l ra dch v sm hn

VNPT nn c th trng rng ln hu nh ht cc h dn , cc c s

kinh doanh v cc c quan nh nc ban ngnh, v cht lng phc v v

r nt, tnh n nh hot ng ca truyn hnh cp ngy cng c pht

trin r rt. Tm l mi ngi s dng ca hu ht ngi dn thnh ph

Lt h khng mun thay i nh cung cp dch v hn na chi ph ban

u lp t l cao nn h kh c th thay i dch v qua nh cung cp

khc c.

i vi nh cung cp l cng ty FPT c tr s ti 38 ng Trn

Ph Phng 4- Thnh Ph Lt h l cng ty mi hnh thnh ti Lt

vo nm 2009 nhng h cng dm khng nh thng hiu ti thnh ph

Lt. Bng chng h ko mt lng khch hng ng k ca VNPT

v lnh vc Internet v h cng trin khai dch v truyn hnh ging

VNPT.

2.5.3 Thc trng t chc trin khai kinh doanh sn phm MyTV ti

Trung Tm Vin Thng Lt:

2.5.3.1 H thng phn phi:

Hin nay Trung tm Vin Thng Lt l n v ch cht

phn phi sn phm MyTV trn a bn thnh ph Lt v huyn

Lc Dng.

- Khch hng c th n ng k s dng dch v MyTV ti ca

hng chnh ca Trung Tm 16 Trn Ph Lt, v ti mi

39

phng u c ca hng ca trung tm Vin Thng Lt

tip nhn.

- Cc i l ca VNPT c tip nhn yu cu lp t dch v

MyTV.

- C i ng tip th bn hng n tn nh khi khch hng c yu

cu lp t dch v MyTVqua in thoi.

- Mi cn b cng nhn vin thuc Trung Tm Vin Thng

Lt u c th tip nhn yu cu v t vn cho khch hng.

- Bn cnh cn c cng tc vin ca Trung Tm Vin Thng

Lt hay khch hng c th gii thiu khch hng mi s c

chi tr mi gii cho khch hng.

2.5.3.2. Cht lng dch v v sn phm

Trong thi gian qua VNPT Lm ng ni chung v Trung

Tm Vin Thng Lt ni ring nng cp h tng mng ton

din cho vic trin khai dch v MyTV v xc tin k kt hp

ng hp tc vi cc i tc cung cp ni dung c bn quyn trong

v ngoi nc xy dng kho ni dung phong ph v hp dn. Cht

lng hnh nh r, sc nt, trung thc. Trong thi gian ti cc ni

dung trn MyTV s lin tc c cp nht thng xuyn to ra

s mi m v thu ht khch hng . Bn cnh theo k hoch

MyTV s tip tc pht trin cc dch v trn h thng IPTV nh :

VoiIP, in thoi truyn hnh, chating

40

2.5.3.3 Gi v cc hot ng cnh tranh

A.Mc cc thu bao thng

a. p dng vi cc thu bao ng k t ngy 01/05/2011

Gi dch v Ni dung dch v Mc cc

thu bao

MyTV

Silver

- 74 knh truyn hnh chun tn hiu SD, cc

knh Radio.

- Dch v tm dng, lu tr v xem li cc

chng trnh truyn hnh.

- Dch v Tip th truyn hnh, dch v Thng

tin cn bit, dch v Chia s hnh nh, Tin tc.

- Gi ni dung chun tn hiu SD theo yu cu

bao gm Phim, m nhc, Karaoke, Sc khe

lm p, Th thao, c truyn,... (cc ni

dung khng th hin gi tin trn mn hnh

TV).

50.000

ng

MyTV

Silver HD

- 74 knh truyn hnh chun tn hiu SD, 15

knh chun tn hiu HD, cc knh Radio.




tin cn bit, dch v Chia s hnh nh, Tin tc.

- Gi ni dung chun tn hiu SD v HD theo

65.000

ng

41

yu cu bao gm Phim, m nhc, Karaoke,

Sc khe lm p, Th thao, c truyn,.. (cc

ni dung khng th hin gi tin trn mn hnh

TV).

MyTV

Gold

- Ni dung dch v thuc gi MyTV Silver

- Ton b cc dch v theo yu cu c chun

tn hiu SD (nh mc b di y) .

120.000

ng

MyTV

Gold HD

Ni dung dch v thuc gi MyTV Silver HD.

- Ton b cc dch v theo yu cu c chun

tn hiu SD v HD (nh mc 2 di y).

135.000

ng

Gi MyTV - 68 knh truyn hnh chun tn hiu SD, cc

knh Radio.




tin cn bit, dch v Chia s hnh nh.

- Gi ni dung chun tn hiu SD theo yu cu

bao gm Phim, m nhc, Karaoke (cc ni

dung khng th hin gi tin trn mn hnh

TV).

35.000

Gi MyTV

HD

- 68 knh truyn hnh chun tn hiu SD, 03

knh chun tn hiu HD, cc knh Radio.


50.000

42



tin cn bit, dch v Chia s hnh nh

- Gi ni dung chun tn hiu SD v HD theo

yu cu bao gm Phim, m nhc, Karaoke

(cc ni dung khng th hin gi tin trn mn

hnh TV).

Gi Full

Option

- Ni dung dch v thuc gi MyTV.

- Ton b cc dch v PayTV c chun tn

hiu SD (mc b).

110.000

Gi Full

Option HD

- Ni dung dch v thuc gi MyTV HD.

- Ton b cc dch v PayTV c chun tn

hiu SD v HD (mc b).

125.000

b. p dng vi cc thu bao ng k trc ngy 01/05/2011:

Mc cc dch v theo yu cu (PayTV)

Cc gi ni dung theo

yu cu

Mc cc ti thiu theo ln

s dng

Mc cc

trn trong

thng

Gi Phim truyn 1.000 ng/phim/48 gi

1.000 ng/tp phim/48 gi 100.000

Gi m nhc 1.000 ng/1 ni dung 70.000

43

Gi Karaoke 1.000 ng/1 ni dung 70.000

Gi Tr chi 1.000 ng/game/1 ln chi 70.000

Gi Th Thao 1.000 ng/1 ni dung/48 gi

Gi c Truyn 1.000 ng/1 ni dung/24 gi 70.000

Gi Sc khe & lm p 1.000 ng/1 ni dung/24 gi 70.000

Gi Nhp cu MyTV 1.000 ng/ni dung/24 gi 100.000

c. Mc cc p dng cho khch hng ng k s dng t 02 b gii

m tr ln ti mt a ch

- T 02 n 05 b gii m: gim 10% tng cc s dng dch v hng thng.

- T 06 b gii m tr ln: gim 20% tng cc s dng dch v hng thng.

d. Mc cc p dng cho khch hng tr trc 12 thng i vi cc

trng hp ng k cc gi cc: MyTV Silver/MyTV Silver

HD/MyTV Gold/MyTV Gold HD

- Khch hng s dng 01 b gii m: gim 10% tng cc thu bao tr

trc 12 thng.

- Khch hng s dng t 02 b gii m tr ln: gim 10% tng cc thu

bao tr trc 12 thng, mc gim tnh trn tng cc thu bao 12 thng

c gim theo t l quy nh ti mc 3 nu trn.

44

B. Cc hot ng cnh tranh:

- Lp t: yu t u tin ca vic h tr dch v sau khi khch hng

ng k l lp t, nhn vin ca Trung Tm thng thc hin vic lp

t.

- Tp hun cho ngi s dng: mt s loi thit b phc tp cn c s h

tr t doanh nghip thng qua tp hun cho ngi s dng.

- Ti liu hng dn: hu ht cc sn phm u yu cu c ti liu km

theo. Nhng dng ti liu tiu biu bao gm ni dung vn hnh thit b,

lp t, bo dng v sa cha. Do , ti liu tt c th gip trung

tm gim chi ph h tr.

- Bo dng v sa cha: y l yu t quan trng ca dch v trong

vic h tr khch hng. Bo dng l nhng cng vic cn thit nh

lm v sinh, tn trang hoc thay th nhng b phn hay thit b. Nu

thit b khng hot ng, vic sa cha nhanh v hiu qu l rt quan

trng bi v chi ph ngng hot ng thng cao. Trong trng hp

ny trung tm cn c h thng hu cn hiu qu qun l i ng k

thut h tr khch hng trong qu trnh sa cha.

- H tr trc tuyn: bao gm hng dn s dng, khc phc s c qua

in thoi v pht hin nguyn nhn ca vn gip h s dng dch

v hiu qu hn.

- Bo hnh: bo hnh s gim thiu ri ro ti chnh ca vic s hu sn

phm.

- Nng cp: khch hng c c hi m rng tnh nng ca sn phm hin

c.

45

- Chm sc khch hng, p ng ngay khi khch hng c nhng thc

mc v sn phm, x l s c k thut tc thi nhanh chng khng

chng trnh khch hng ang xem b gin on.

- Qung co trn pht thanh v truyn hnh Lm ng, t ri, bo ch.

- M showrooms ti hi ch vo dp tt nguyn n, tng qu o ma,

mc kha, s, vit, cp, o thun, d c logo ca ngnh v logo ca

MyTV qung b thng hiu.

- Chn mt s khch hng tim nng Trung Tm Vin thng Lt

lp t min ph cho dng th dch v myTV.

- Hi ngh khch hng c kin phn hi v dch v.

- Tng qu tri n khch hng vo dp l tt, sinh nht khch hng ln hay

ngy thnh lp cng ty

- Quyt nh bng gi cc dch v MyTV khi so snh vi gi cc

ca nh cung cp dch v khc Lt nh truyn hnh cp NTH,

cng ty FPT ph hp vi ngi dn ti a bn Lt.

- y mnh s lng sn phm dch v vo thi im ma Wordcup

2010, Euro 2012 bng hnh thc khuyn mi v tng cng qung co

v sn phm.

- Ngoi cc ca hng dch v ca Trung Tm Vin Thng Lt tip

nhn yu cu ca khch hng mun s dng dch v MyTV ngoi ra

cn c t bn hng lu ng tip cn trc tip vi khch hng, h tr t

vn cho khch hng.

- o to, bi dng nhn lc: t chc o to hoc lin kt o to, bi

dng i ng bo dng v sa cha, i ng maketing chuyn

nghip.

46

2.5.3.4. Truyn thng v pht trin thng hiu:

Trung Tm Vin Thng Lt da trn quy trnh qun l cht lng

ISO ca tp on VNPT xy dng tiu chun nh gi cht lng phc v

khch hng. Vic xy dng c B tiu chun cht lng phc v khch

hng c th ni l gii quyt phn no vn trn ng thi lm nng cao

c gi tr cht lng sn phm ca VNPT, thc hin ng li ha ca

Cuc sng ch thc cam kt mang li cho khch hng tha dng cao

nht. Nh vy, ngoi vic a ra th trng cc sn phm, dch v xut

sc, VNPT phi c chin lc thc hin tt cng tc bn hng m ch yu

l nng cao cht lng ca i ng giao dch vin v nng cp cc phng

tin phc v cho vic cung cp dch v. S dng cc bn thm d kin

khch hng, thit lp cc ng dy nng, phn tch cc hin tng in

hnh v nhng than phin hoc khen ngi ca khch hng, kho st mt s

nhm khch hng c trng ... thm d cht lng phc v nhm so

snh vi cc doanh nghip khc trong v ngoi nc c th a ra cc

gii php hp l.

a dng v khc bit ha cc sn phm dch v da trn nn tng

cng ngh tin tin, c bit ch trng n cht lng cung cp dch v .

Pht trin thng hiu VNPT phi lun gn lin vi vic lin tc nghin

cu pht trin cc sn phm dch v mi, tm ra cc im yu ca dch

v qua s phn hi t pha khch hng. y l mt knh thng tin quan

trng c th ci tin sn phm dch v hin ti v pht trin cc dch v

mi. lm tt iu , VNPT phi khng ngng nng cao cht lng

mng li, a dng ho cc loi hnh dch v, tip tc iu chnh gi cc

cc dch v thch ng vi mi trng cnh tranh, hng mnh ti mc tiu

li ch khch hng.

47

Phi c i ng cn b cng nhn vin gii k thut, cng tc

marketing tt c nng lc.

- T chc o to hun luyn cho cn b cng nhn vin. Thc hin quy

ch tr lng theo hiu qu cng vic t c nhm khuyn khch cn

b cng nhn vin. Thc hin c ch ti chnh thng thong hn nhm

thu ht v gi c lao ng gii, c tay ngh cao, c o c tt.

- Xy dng thng hiu VNPT ni chung v sn phm MyTV ni ring

c n tng su sc trong mi ngi Vit Nam.

Gii php v phn phi v tip th:

+ Nhm gii php v ci tin, tng cng hot ng qung co, khuyn

mi mang li hiu qu cao nht:

i vi hot ng qung co, phi phn bit r cc mc tiu pht trin

dch v, gii thiu hnh nh ca n v, gii thiu dch v... xy

dng ni dung, hnh thc qung co ph hp.

Thng xuyn qung co nhng sn phm cng nh ti tr cc chng

trnh c ngha trn cc chng trnh truyn hnh, qung b thng

hiu ca mnh qua cc phng tin thng tin i chng bo, i, t

ri

Tn dng trit cc cng c, phng tin hin ti ca Tp on

qung co nh cc ct anten, cc im giao dch, phng tin vn

chuyn, trm in thoi th v ng phc ca nhn vin thng xuyn

lu ng ngoi ng v nhn vin giao dch khch hng.

48

Khu hiu, hnh nh nhn din thng hiu phi thc hin ng nht

theo chin lc qung b thng hiu ca Tp on to sc mnh

tng th.

+ i vi hot ng tip th:

T chc cc dch v hu mi: n tng nh thu bao in thoi c nh

v thu bao MegaVNN bo dng, thay th dy, hp u dy b h

hng

In sch, t ri hng dn s dng cc dch v, c bit l cc dch v

gi tr gia tng to iu kin thun li cho khch hng tm hiu v s

dng dch v MyTV.

Tng cng cng tc khuyn mi i vi cc khu vc ang tha nng

lc mng li v c s cnh tranh cao thu ht khch hng. Chng

trnh khuyn mi phi c xy dng ph hp nhu cu, s thch ca

khch hng.

+ T chc thm d kin khch hng v hot ng qung co, khuyn

mi ca n v thng qua cc phiu iu tra. Qua mi t qung co,

khuyn mi phi tin hnh nh gi kt qu xc nh hiu qu thc

hin v t rt ra nhng kinh nghim cho cc t sau.

+ Cc hot ng chiu th, qung co phi da trn phn khc th trng,

do mi phn khc th trng khc nhau c nhng nhu cu s dng khc

nhau.

+ Tng cng cht lng v i ng quan h cng chng c th ng

ti cc hot ng ca Tp on VNPT trn cc phng tin thng tin i

chng.

49

Ngoi cc gii php nu trn, pht trin bn vng thng hiu,

VNPT cng cn ch n cc vn sau y:

Tng cng s dng v s dng thng nht hnh nh mu thng hiu

VNPT Cuc sng ch thc trn cc n ch, vn bn, cc ti sn, cc

hp ng kinh t

Thc hin in n cm nang s dng dch v BCVT, a dng cc t

bm qung co sn phm dch v cung cp cho khch hng qung

co cc loi sn phm dch v ang cung cp, to iu kin cho khch

hng d dng nm bt thng tin v sn phm, dch v.

Khng ngng hon thin trang Web ca VNPT khch hng c th

tra cu thng tin mt cch thun thin, nhanh chng v chnh xc.

Thc hin tt tiu chun phc v khch hng ca im giao dch, qun

l, s dng hiu qu khng gian quy giao dch mang n s th

thi cho khch hng khi giao dch th s c n tng tt v VNPT, n

tng cng tt th kh nng gi chn khch hng s tt hn, khch

hng s cn quay li giao dch ln sau v nhng ln sau na.

To n tng, hnh nh v mt VNPT lun sng ng, mi m khng

nhm chn.

Gii quyt hiu qu cc than phin ca khch hng mt cch trit .

2.5.3 Kt qu kinh doanh dch v MyTV:

Ngy 28/9/2009 Cng ty VASC thuc tp on bu chnh vin

thng Vit Nam chnh thc cho ra mt dch v MyTV tp trung ti cc

thnh ph ln nh : H Ni, Thnh Ph H Ch Minh.

50

n thng 10/2009 MyTV c trin khai 800 sn phm dch v

MyTV cho khch hng dng th ti Lm ng. Ring a bn trc thuc

Trung Tm Vin thng Lt l 90 sn phm trong cho khch hng l

50 sn phm, dng th ni b 35, cc im gii thiu sn phm l 5 sn

phm. Khi ht thi gian dng th 50 khch hng ng k s dng dch

v ny v h u hi lng tha mn.

THNG K S LNG LP T DCH V MyTV THEO LY

K TI TRUNG TM VIN THNG LT

Thng /2010 S lng thu

bao

Thng/2013 S lng thu

bao

Thng 1 3 thu bao Thng 1 2269 thu bao




Thng 5 197 thu bao

Thng 6 383 thu bao

Thng 7 501 thu bao

Thng 8 600 thu bao

Thng 9 681 thu bao

Thng 10 810 thu bao

Thng 11 968 thu bao

Thng 12 1145 thu bao

51

Qua hn hai nm Trung Tm Vin Thng Lt pht trin c

2404 sn phm dch v MyTV n ngi dn ca thnh ph Lt v

huyn Lc Dng. Con s tuy khng cao nhng cng l n lc ca ton

th cn b cng nhn vin ca Trung Tm Vin Thng Lt. V y l

mt sn phm mi cha quen vi th trng Lt Lc Dng. Bn

cnh cn c nhiu kh khn v thch thc nh:

- Khch hng a s dng truyn hnh cp NTH v kh c s thay i

nh cung cp khc v chi ph lp t ban u ca NTH khi cn n v

c quyn kh cao dn n khch hng kh t b dch v do nh cung

cp NTH. V vi tnh hnh kinh t hin nay trong thi on bo gi

ngi dn ang lo cho cuc sng hng ngy m cha ngh n phi th

gin thng thc nhng dch v khc c cho l mn n tinh thn.

- Khch hng cha bit ht cc tnh nng v li ch ca MyTV mc d

a ra qung co nhiu trn cc phng tin thng tin i chng.

- Ngoi ra Trung Tm Vin Thng Lt trc tnh hnh cnh tranh

khc lit ca cc nh mng ti khu vc Lt v cc dch v khc nh

in thoi c nh, in thoi di ng, Internet ADSL Trung Tm

phi u t chin lc, nng cp cng ngh gi th phn ca mnh

nn cha c tp trung nhiu vo chin lc qung b MyTV, nhng hy

vng sp ti y lnh vc dch v ny l sn phm ch yu v l im

mnh ca Trung Tm Vin Thng Lt em li li nhun cao cho

Trung Tm Vin Thng Lt.

52

Phn 3: Mt s gii php xy dng chin lc kinh doanh

ca Trung Tm vin thng Lt 2013:

3.1 nh hng pht trin:

Pht huy nhng kt qu t c trong nm 2010 gi mc tng trng v

doanh thu v pht trin v dch v, phi hp cht ch cc t i trm m bo

thng tin lin lc.

nh hng ca Trung Tm Vin Thng lt a ra cc ch tiu chnh

sau y:

a. Tng doanh thu: 206,77 t ng

Bao gm :

-Doanh thu VT-CNTT 171,347 t ng

-Doanh thu Kinh doanh thng mi 35 t ng

-Doanh thu hot ng ti chnh 100 triu ng

-Thu nhp khc 230 triu ng

b. Ch tiu pht trin thu bao:

-Thu bao c nh 2000 thu bao

-Thu bao Gphone 2900 thu bao

-Thu bao di ng tr sau 3800 thu bao

-Thu bao FiberVNN 210 thu bao

-Thu bao MegaVNN 3500 thu bao

-Thu bao MyTV 3200 thu bao

53

- y mnh cng tc chm sc khch hng v pht trin khch hng mi

duy tr khch hng hin ti, c bit l khch hng ln, khch hng tuyn

thng hn ch mc ti thiu khch hng ri mng.

- Pht ng phong tro thi ua hon thnh v vt k hoch ra.

- Khai thc ti a mng li v cc knh bn hng gia tng doanh s bn.

- Tip tc b tr li nhn s cn b cng nhn vin lm cc cng vic ph

hp ng thi pht huy tnh sng to ca cng nhn vin.

- B tr cn b cng nhn vin tham quan hc hi cc trung tm bn trong

tnh v ngoi tnh thm ch ti nc ngoi.

- y mnh tuyn truyn qung b thng hiu sn phm, dch v ca

ngnh Bu chnh vin Thng.

3.2 Xc nh th trng v khch hng mc tiu:

Trong iu kin cnh tranh, th trng s dng dch v c ngha quyt nh

i vi hot ng kinh doanh, do ti tin hnh kho st th trng s dng

dch v hin nay ca trung tm Vin Thng Lt.

- Phm vi th trng cung cp sn phm dch v MyTV ca Trung Tm

Vin Thng Lt l: Khu vc cc phng 1, phng 2phng 12 ca

Lt, x Xun Trng v huyn Lc Dng.

Do yu cu t ra hin nay i vi vn th trng ca trung tm l lm

sao nng cao cht lng sn phm dch v, ng thi tng kh nng cung cp

dch v nh in thoi c nh, Internet ( ADSL, FTTH ), in thoi di ng,

MyTV

54

- Nh hng, khch sn y l cc khch hng c kh nng s dng dch v

MyTV vi s lng ln v cng l ni qung co qung b dch v rng

ri cho ngnh VNPT ni chung.

- -Ton b cc h gia nh dn c ti thnh ph Lt v huyn Lc

Dng, c bit khch hng vng ven thnh ph Lt nh khu vc

Thin Vin Trc Lm, ng a, An Bnh, An Sn, Tri Mt, Thi Phin,

Xun Trng, Lc Dng . V y l khu vc a s cc h gia nh cha

c truyn hnh ca cc nh cung cp do iu kin ca nh cung cp khc

cha n c v tn hiu truyn hnh y khng c tt v vy Trung

Tm Vin Thng Lt phi pht huy cng tc marketing n nhng

vng tim nng ny y mnh th phn.

3.3 Chin lc Marketing:

3.3.1 Chin lc pht trin sn phm dch v My TV:

Vi k hoch ra trong nm 2013 Trung Tm Vin Thng Lt

phi hon thnh nhim v l pht trin 3200 thu bao MyTV. thc hin

ch tiu trn Trung Tm Vin Thng Lt a ra chin lc pht trin

dch v MyTV nh sau:

- Gi th thm hi cm n, ly kin phn hi ca khch hng thu bao

c s dng dch v MyTV trong mt nm qua. T a ra bin

php cch thc chm sc khch hng v pht trin khch hng mi.

- Nng cao cht lng sn phm dch v, chun b mng li bng thng

rng tt.

- Tng cng v ch trng cng tc chm sc khch hng, khng ngng

cho cn b cng nhn vin i hc tp hoc tuyn dng ngi ti c

55

nng lc c c i ng k thut nng ng, nhit tnh sn sng

ng ph v x l kp thi cc tnh hung h hng ti nh thu bao hay

mng, khng cho khch hng phn nn v dch v. T ta mi c

th c th gi chn khch hng c v gia tng khch hng mi.

- Nng cao, khai thc trit cc knh phn phi hin c v pht trin

cc knh phn phi mi ca sn phm dch v MyTV.

- So snh sn phm vi i th cnh tranh a ra mc gi tt, linh

ng cc mc gi trong cc thi im khc nhau. Chn la thi im

thch hp c nhng t khuyn mi ln nhm thu ht khch hng

n vi dch vu MyTV nhiu nht. Ngoi ra c chnh sch gim gi

cc hng thng ging chin lc ca ADSL cho i tng tim nng

nh sinh vin, gio vin, cn b cng nhn vin , vin chc nh nc,

l cc i tng s s dng nhiu thch xm nhp v s dng cng

ngh cao v l i tng ng tin cy qung b dch v nht.

- Tng cng qung b sn phm trn cc phng tin thng tin i

chng.

- Nn c khong 4 tivi c ln lm Demo (lm mu) ti trung tm thnh

ph Lt v cc ni tp trung ng dn c.

- Cho khch hng vng ven thnh ph Lt dng th dch v MyTV

trong 1 thng u ng thi t chc i ng t vn hng dn mt

cch nhun nhuyn d hiu n gin cho ngi dng cm thy hi lng

thoi mi c nhiu li ch v gii tr sng khoi khi s dng dch v

MyTV hn hn cc dch v Tivi thng thng , t sn sng tham

gia ng k sau mt thng s dng v gii thiu thm nhiu khch

hng mi khc n vi dch v MyTV ca VNPT do Trung Tm Vin

Thng Lt cung cp.

56

3.3.2 Chin lc gi:

Chin lc r rng nht i vi cc sn phm dch v l a ra mc

gi c hp l. i vi bt k mt sn phm dch v no cng vy, gi c

hp l i vi chc nng ca sn phm dch v. Nu mt dng sn phm

dch v bnh thng, khng c s ni bt m gi cao th khch hng cng

khng sn sng mua v nu mt sn phm tt th s chng khi no c mc

gi thp. c mt sn phm thc s tt vi nhiu chc nng hp dn

ngi tiu dng sn sng tr mt mc gi cao. i vi sn phm dch v

ny, Trung Tm Vin Thng Lt s c hng a ra mc gi da vo

gi ca tp on VNPT s a ra mc gi hp l vi th trng thnh ph

Lt s c hnh thc u i cho nhng h gia nh chnh sch, cn b

cng nhn vin, vin chc nh nc, gio vin, ngnh y t

H gi thnh lp t sn phm dch v trong nhng ngy l tt, ma

ch kt qu thi i hc, ma asian cup, worldcup, bng ngoi hng

Anh, lin hoan phim, ma hc sinh ngh h thu ht khch hng nng

cao th phn ca mnh.

3.3.3 Chin lc phn phi ca Trung Tm Vin Thng Lt:

- Khai thc trit cc knh phn phi hin c ca Trung Tm Vin

Thng Lt hon thnh k hoch ra phi pht trin trong nm

2013 l 4800 sn phm dch v MyTV.

- Tip nhn h s yu cu ti cc ca hng ca Trung Tm Vin Thng

Lt c th cc ca hng trc thuc cc i trm ( Phng 6, 8, Chi

Lng, Tri Mt, Xun Trng).

57

- Tip nhn yu cu ti phng Kinh doanh nghip v khi khch hng yu

cu qua s in thoi 063-3822056, 116, 1080

- Tip nhn yu cu ti cc i l ca VNPT.

- C i ng bn hng chuyn nghip n tn nh khch hng t vn bn

sn phm dch v.

- Cng tc vin tip nhn yu cu.

- Khch hng c th gi in thoi n cc trung tm khc nh Trung

Tm Dch v ni dung (1080, 119, 116), Trung Tm Chm Sc

Khch Hng y l cc Trung Tm h tr cho Trung Tm Vin Thng

Lt.

- Ngoi ra khch hng c gii thiu khch hng mi Trung Tm s c

chit khu mi gii.

- Ton b cn b cng nhn vin thuc Trung Tm Vin Thng Lt

cng phi c ch tiu s lng phn phi trn mi ngi mi qu hay

mi nm. C tng thng tuyn dng cho nhn vin hon thnh xut

sc vt k hoch do Trung Tm ra.

3.3.4 Chin lc xc tin hn hp:

- Tin hnh cc chin lc xc tin hn hp nh hng vo gii thiu

sn phm MyTV cung cp v truyn tin v sn phm dch v MyTV v

nhng li ch tnh nng n cng ty VASC (nh sn xut) , ngi s

dng dch v nhm kch thch chn chnh lng ham mun s dng dch

v ca khch hng. T c kin phn hi n nh sn xut dch v

VASC v tp on bt kp thng tin th trng, mun ca khch

hng, t tha mn yu cu ti a nhu cu ca khch hng gim c

58

chi ph khng cn thit v trnh ri ro trong kinh doanh. Gip tiu th

hng ha nhanh chng hn , s lng nhiu hn. Gip tc ng vo

khch hng lm thay i c cu s dng v to iu kin m ra

nhng nhu cu mi ca ngi tiu dng.

* Cc cng c xc tin hn hp:

a. Qung co:

Gii thiu Qung b, khuych trng sn phm n ngi s dng

dch v MyTV bng nhiu hnh thc nh:

- Thc hin chng trnh roadshows gii thiu sn phm vi ng phc

ca ngnh VNPT, bng rn qung co dch v MyTV trn phm vi

cc tuyn ng ca a bn thnh ph Lt v huyn Lc Dng

trong nhng ngy l ln mang li cm gic thn thin, cng ngh cao

to lng tin cho khch hng v li n tng p hnh nh p ca

ngnh VNPT trong lng ngi dn.

- t cc showroom qung b dch v MyTV ti nhng v tr trung tm

ca thnh ph Lt. ng thi to mi showroom c nhn vin k

thut v bn hng chuyn nghip tip cn hng dn t vn thu o

cn k cho khch hng v dch v mi cng nh cch thc s dng v

cc tnh nng li ch ca sn phm. Hoc tip nhn kin ca khch

hng dng qua dch v MyTV c khc phc v hon chnh hn

v dch v.

- Qung co trn cc phng tin thng tin i chng nh i pht thanh

v truyn hnh vo nhng thi im tt nht trong ngy.

- Qung co trn t ri , bng rn v dch v MyTV.

59

- Qung co trn cc trang bo a phng.

- Qung co trn xe but, xe taxi, v cc ni tp trung ng dn c nh

ch, bn xe, trm dng xe but

- Nn c demo (tivi mu) khong 4,5 Tivi c ln t ti cc ni tp trung

dn c ng c d nhn.

b. Bn hng c nhn :

- Xy dng i ng bn hng chuyn nghip, lc lng giao dch vin

tt, nh nhn, lch s, nng ng c kin thc hiu bit v dch v

MyTV, cch thc s dng, u im, th mnh cng nh tt c cc tnh

nng ca MyTV c bit l lnh vc marketing lm hi lng khch

hng mang li n tng p vi khch hng. y l lc lng ch cht

nng cao doanh s bn hng v qung b dch v.

c. Marketing trc tip:

- Cc i trm khu vc nh t x l trung tm ph trch cc phng I,

II, III, IV ca Lt, trm Chi Lng, Bi Th Xun, Phng 6, a

Thnh, Lc Dng, Xun Trng, Thi Phin nm c lng

khch hng ca mnh theo tng khu vc. T nghin cu chn lc

khch hng mc tiu gi in thoi trc tip, gi th tnc bit l

qung b dch v MyTV trn giy bo cc in thoi c nh, di

ng, internet ca cc khch hng s dng dch v ca VNPT. T

gi in hi thm v gii thiu sn phm dch v MyTV vo nhng

thi im cao l thi im cho rng s c lng khch hng tham gia

s dng dch v nhiu nht, chnh sch khuyn mi gia tng s

60

lng s dng dch v MyTV. Ngoi ra ta cn tip cn tm hiu v

qung b tm ra nguyn nhn ti sao khch hng thch s dng dch v

tivi thng thng hoc s dng dch v IPTV ca nh cung cp FPT,

khch hng ang s dng dch v khc v cha s dng dch v ca

VNPT.

d. Quan h cng chng v tuyn truyn:

- T chc cc m vn ngh c sc c nhiu ni tri nh ca s ni ting,

MC ni ting, giao lu khch hng bc thm trng thng ti trung

tm (rp chiu bng Ha Bnh) thu ht s tp trung ca cng chng

nhiu nht.

- Cc m nhc t thin trong nm gy qu tr em ngho hiu hc, tr

lang thang c nh, ngi ngho, gia nh gp hon nn neo n

- Tri n khch hng, khch hng ln, chnh quyn a phng, nh phn

phi, i l.vo dp cui nm hoc mng ngy ra mt dch v MyTV

vo mi nm.

- Duy tr v tng mnh chit khu hoa hng cho ngi mi gii, i l

cho Trung Tm Vin Thng Ltto ng lc nhit tnh hng say

tham gia cng tc gia tng s lng sn phm dch v MyTV cho

Trung Tm Vin Thng Lt.

e. Khuyn mi:

L hnh thc nhm h tr cho Trung Tm Vin Thng Lt tng

s lng khch hng ca mnh, m rng th phn so vi cc i th cnh

tranh.

61

- gi chn khch hng ln gim phn trm cc s dng hng thng

cho khch hng c th l 20% so vi cc qui nh.

- Gim cc cho cc t chc s nghip, c quan chnh ng, trng hc,

cn b vin chc trong ngnh gio dc, y t, cc gia nh h ngho

chnh sch kh khn.

- Khuyn mi ln min ph lp t trong cc ngy l ln; dp tt c nhiu

chng trnh c sc hn vi ngy thng thi thc ngi dn s dng

dch v; ma h hc sinh dc ngh hc dc b m cho xem tivi thoi

mi hn na MyTV li th v, sinh ng, c nhiu iu mi l so vi

tivi thng t d c lng khch hng gia tng t bin; worldcup;

asiancup; Euro; th vn hi; lin hoan phim y mnh doanh s.

62

KT LUN

Mc tiu v nh hng ca MyTV l mang ti khch hng nhng dch v

v tin ch tt nht, p ng y nht nhu cu gii tr vi hnh nh v m

thanh cht lng cao gip khch hng c th ch ng la chn v s dng cc

loi hnh gii tr yu thch ph hp nht.

Vic khai trng dch v truyn hnh MyTV nh du n lc to ln ca

VNPT nhm a dng ho cc dch v cung cp cho khch hng. Vi tc pht

trin mnh m ca mng Internet bng thng rng nh hin nay v nhu cu

thng thc cc dch v gii tr ca khch hng ngy cng cao l xu hng tt

yu, MyTV ca VNPT chc chn s pht trin bng n trong thi gian ti. Vi

nhng u th khc bit so vi cc nh cung cp dch v cho Tivi thng thng

v nhng tnh nng k thut cao bn cnh vi s n lc v a ra nhng

chin thut Marketing ca tp th cn b cng nhn vin ca Trung Tm Vin

Thng Lt s hon thnh v vt k hoch c giao ca Vin Thng Tnh

Lm ng thuc Tp on Bu Chnh Vin Thng Vit Nam.

Do cn hn ch v kin thc cng nh nhng kinh nghim thc t, nn

chuyn khng trnh khi nhng thiu st, nhng suy ngh cha tht y ,

hon chnh v mt s vn nu trn. Knh mong c s gip , kin

ca cc thy c.

63

Ti liu tham kho

1. Gio trnh Chin lc v chnh sch kinh doanh ging vin Trn Mnh Qu

bin son nm 2005

2. Gio trnh Qun Tr Marketing Ging vin Nguyn Th Phng Tho

3. Gio trnh Marketing cn bn ging vin Trng Th Ngc Thuyn

4.Gio trnh Ngin cu Marketing ging vin Nguyn Anh Sn

5. V cc ti liu khc trn Internet

6. Cc s liu do Trung Tm Vin Thng Lt cung cp.

Documents

Bao Cao Thuc Tap Maketing MyTV (1)