chuyên đề marketing

7/31/2019 chuyn marketing

1/31

B CNG THNG

TRNG I HC CNG NGHIP TP. H CH MINHKHOA QUN TR KINH DOANH

MN CHUYN MN HC--- ---

GVHD: TS. Nguyn Minh TunSVTH: Lm Anh Quc-07709711

Tp.HCM, ngy 20 thng 12 nm 2010


2/31

LI M U

Chuyn mn hc c th ni l mn hc h thng li nhng kin thc tch ly c vthng li mn hc bn thn mnh yu thch, ng thi mun tm hiu su hn v l thuyt nh tnh hnh thc t hin nay. V cng l nguyn do ti chn mn Qun Tr Marketing chuyn mn hc cho mnh, khng nm ngoi mc ch h thng li kin thc mnh hc nh mun chuyn su v lnh vc mnh am m.Thc hin chuyn ny, ti khng ch i v lnh vc Marketing m cn i v chuyn su trmt nhnh ca Marketing l hnh thc Qung Co Trc Tuyn (Online Advertising), mtrong nhng cng c hiu qu nht ca Marketing hin nay.Vy nn ti hy vng nhng g ti trnh by trong bi vit ny s gip cho cc bn no munhiu su v Qung Co Trc Tuyn cng nh gip cho ti h thng li nhng g mnh hcnm qua ti Trng i Hc Cng Nghip


3/31

Mc lcPhn m u1 Mc tiu nghin cu

2 i tng nghin cu3 Phm vi nghin cu4 Phng php nghin cu5 Kt cu tiPhn ni dungChng 1 c s l lun1 Tng quan v Qun Tr Marketing

2 Qung co v c im ca qung co3 E-marketing v c im ca E-marketingChng 2 thc trng qung co trc tuyn Vit Nam1 Tng quan v qung co trc tuyn2 Tim nng ca qung co trc tuyn3 Th trng qung co trc tuyn vit nam cc nm gn yChng 3 khuyt im v gii php

1 Cc nguyn nhn khin qung co trc tuyn cha pht trin2 Mt s gii php cho th trng qung co trc tuyn vit namPhn 3 nh gi mn hc1 Nhn xt2 nh gi


4/31

Phn 2:Ni dungChng 1: C s l lun1)Tng quang v qun tr marketing

- Marketing bt ngun t nhng nhu cu v mong mun ca con ngi. V trong nn kt y tnh cnh tranh, con ngi tha mn nhng nhu cu v mong mun ca con ngi thqua trao i bng cch chn mua v tiu dung cc sn phm do cc doanh nghip cho bn trtrng. Do c nhiu sn phm c th tha mn cng mt nhu cu, nn vic la chn cu ntiu dng c hng dn bi cc khi nim li ch, chi ph v mc tha mn. Mc d c ncch nhn c sn phm (t sn xut, tc ot, cu xin,) nhng trao i bao gi cnmt phng thc c bn m nh ngi mua c c th mnh cn tha mn nhu cngi bn tiu th c sn phm v mc tiu li nhun.

- Marketing l hot ng c thc ca con ngi hng n s tha mn cc nhu cumong mun thng qua cc tin trnh trao i. Qun tr marketing l mt qu trnh phn tch, honh, thc hin v kim tra cc chng trnh marketing nhm to dng, duy tr v pht trinkhch hng mc tiu nhm t cc mc tiu ca t chc. Cng vic ch yu ca ngi marketing l tm cch nh hng n mc , thi im v c cu nhu cu v sn phm ctrng. Ni cch khc, qun tr marketing chnh l qun tr sc cu.

- C nm trit l c bn nh hng cho cc doanh nghip thc hnh cc hot marketing ca mnh. Trit l sn xut khng nh rng ngi mua a chung nhng sn phmsn vigi r, v vy nhim v ch yu ca nh qun tr l ci tin sn xut, nn cao hiu qu phi v gim gi bn. Trit l sn phm cho rng v ngi tiu dng a chung nhng sn pc cht lng cao, gi c hp l, do nn tp trung vo vic hon thin sn phm, khng phi khuyn mi. Ngc li, nhhuwngx ngi theo trit l bn hng tin chc rng ngi tiu s khng mua nhiu sn phm nu doanh nghip thiu cc n lc bn hng v qung co. Trimarketing nhn thc rng nhim v ca doanh nghip l xc nh nhu cu, mong mun ca khhng mc tiu v em li s tha mn cao hn v hiu qu hn i th cnh tranh. Bn trchnh ca quan im ny l th trng mc tiu, nhu cu ca ca khch hng, marketing phi v kh nng sinh li. Trit l marketing x hi ch trng rng s mnh ch yu ca doanh ngl to ra s tha mn cho khch hng, p ng li ch ca x hi v trn c s m t cc tiu ca t chc.


5/31

- Qu trnh vn hnh h thng marketing chu s chi phi ca bn mc tiu c bn: tha mc tiu dng, kh nng la chn mua hng, s tha mn ca ngi tiu dng v clng cuc sng. nhiu ngi tin tng rng mc tiu ca marketing nn nhm vo mc tiu cao cht lng cuc sng v phng tin thch hp nht t c iu l quan marketing mang tnh x hi.

- Qun tr marketing c thc hin theo mt tin trnh bao gm: phn tch c hi trng, xc nh th trng mc tiu (o lng v d bo nhu cu, phn on th trng, la cth trng mc tiu, nh v th trng), hoc nh chin lc marketing, trin khai marketing-mt chc thc hin v kim tra hot ng marketing. V th trng lun thay i v khng doanh nghip no c th tn ti m ch da vo sn phm v th trng ang c, nn n phi tra nghin cu khch hng, phn tch nhng bin i ca mi trng, cc xu hng tiu dng,

ng x ca ngi mua, qua m pht trin cc c hi v vn dng vo hot ng markeca mnh. Doanh nghip cn phi o lng nhu cu hin ti, d bo nhu cu tng lai catrng v sn phm quyt nh quy m kinh daonh v cch thc thm nhp thi trng. donghip cng phi phn on th trng theo nhng c im ca khch hng v chn th trmc tiu sc hp dn v quy m, c cu v ph hp vi kh nng marketing ca mnh. mi th trng mc tiu cn xc nh v tr ca ca nhn hiu sn phm trong tm tr khch hth thuc tnh c u th c bit so vi i th cnh tranh. Trn c s , hnh thnh mt clc marketing vi nhng mc tiu v marketing-mix ph hp, ngn sch tng ng. Cui ccn phi t chc thc hin v kim tra hot ng marketing bng cch xy dng cc chnh sctr, trin khai cc chng trnh hnh ng c th, cc tiu chun kim tra v tin hnh nhng chnh cn thit nhm m bo t c cc mc tiu marketing.

2)Qung co v c im ca qung co:

a) Qung co l g:Qung co l hnh thc tuyn truyn, gii thiu thng tin v sn phm, dch

cng ty hay tng, qung co l hot ng truyn thng phi trc tip gia ngi vi ngi mtrong ngi mun truyn thng phi tr tin cho cc phng tin truyn thng i chng thng tin n thuyt phc hay tc ng n ngi nhn thng tin.

b) Lch s Qung co:


6/31

- Theo cc ti liu cn ghi li th cha ca hnh thc qung co l mt ngi Ai Cp cng dn t thng bo u tin trn tng thnh Thebes vo khong nm 3000 trc Cngnguyn.

- Vi th k sau , Hy Lp hnh thc thng bo ny tr nn rt ph bin khi cc thntin dnh cho cng chng c v ln cc tm bng g trng by qung trng thnh ph.

- Nu nh cc bng qung co pht trin nhanh sau s ra i ca phng php in (bp phch u tin do Caxton, ngi Anh, in t nm 1477), th ha s Php J.Chret (1835-1932)l ngi pht minh ra hnh thc qung co hin i. l t qung co mt bui biu din nm1867, gm mt cu ngn v mt hnh nh mu m gy n tng mnh. Tuy nhin, chnh ha sItaly L.Cappiello (1875-1942) mi l ngi u tin thc s cp ti p phch qung co vi bin qung co ko chocolate "Klaus" ca ng nm 1903.

c) c im ca qung co

1. Qung co l mt hnh thc truyn thng c tr tin thc hin.

2. Ngi chi tr cho ni dung qung co l mt tc nhn c xc nh.

3. Ni dung qung co nhm thuyt phc hoc to nh hng tc ng vo ngi muahng.

4. Thng ip qung co c th c chuyn n khch hng bng nhiu phng tintruyn thng khc nhau.

5. Qung co tip cn n mt i b phn khch hng tim nng.

6. Qung co l mt hot ng truyn thng marketing phi c th

d) Cc th loi qung co

Qung co thng qua cc phng tin thng tin i chng nh:

- Truyn hnh


7/31

- Bo ch- Internet- Pht thanh- Qung co trc tuyn- Qung co qua bu in- Qung co trn cc phng tin vn chuyn- Qung co qua cc trang vng- Qung co trn t ri, p phch, pano hay bng-rn- Qung co trn bao b sn phm- Qung co qua gi th trc tip- Qung co truyn ming

- Qung co t n LEDe) Cc loi hnh qung co ph bin.

- Qung co thng hiu (brand advertising):Qung co xy dng thng hiu nhmxy dng mt hnh nh hay s nhn bit v mt thng hiu v lu di. Ni dung qung co nthng rt n gin v ch nhn mnh vo thng hiu l chnh.

- Qung co a phng (local advertising):Qung co a phng ch yu thng bo

n khch hng rng sn phm ang c mt ti mt im bn hng no nhm li ko khchhng n ca hng. (nh qung co khai trng ca hng hay qung co ca cc siu th).

- Qung co chnh tr (political advertising):Chnh tr gia thng lm qung co thuyt phc c tri b phiu cho mnh hoc ng h chnh kin, tng ca minh. Cc chin dnvn ng tranh c tng thng M l mt v d in hnh.

- Qung co hng dn (directory advertising):y l hnh thc qung co nhm

hng dn khc hng lm th no mua mt sn phm hoc dch v. (chng hn nh nin ginhng trang vng).

- Qung co phn hi trc tip (direct-respond advertising):Hnh thc qung co nynhm bn hng mt cch trc tip, khch hng mua sn phm ch vic gi in thoi hocemail, sn phm s c giao n tn ni.


8/31

- Qung co th trng doanh nghip (Business-to-business advertising):Loi hnhqung co ny ch nhm vo khch mua hng l doanh nghip, cng ty ch khng phi l ngtiu dng. Chng hn nh qung co cc sn phm l nguyn liu sn xut, hoc cc sn phmdng trong vn phng nh my.

- Qung co hnh nh cng ty (institution advertising):Loi hnh qung co ny nhmxy dng s nhn bit v mt t chc, hay thu phc cm tnh hay s ng h ca qung chng vi mt cng ty, t chc. (chng hn nh qung co ca cc t chc thuc lin hp quc, hayqung co ca cc cng ty sn xut thuc l nhm lm cho hnh nh cng ty mnh thn thin vcng chng hn)

- Qung co dch v cng ch (public service advertising):Thng l qung co h tr cho cc chng trnh, chin dch ca chnh ph (nh sinh k hoch, an ton giao thng ...)

- Qung co tng tc (interact advertising):y ch yu l cc hot ng qung co bng internet nhm n c nhn ngi tiu dng. Thng ngi tiu dng s tr li bng cchclick vo qung co hoc ch l i3)E-Marketing v c im ca E-marketinga)E-marketing l g:

- E-Marketing l hnh thc qung co trn mng, qung co trn cng ng mng nhthc y xc tin vic bn hng, qung b thng hiu, hnh nh, dch v ca cng ty nkhch hng.

- Internet Marketing, Email Marketing, Qung co trn mng... l nhng ngn ng thgp v y cng chnh l hnh thc Marketing online hay cn gi l qung co trc tuyn marketing).

- Cng nh cc loi hnh qung co khc,qung cotrn mng nhm cung cp thng tin, ynhanh tin giao dch gia ngi mua v ngi bn. Nhng qung co trn Web khc hn quco trn cc phng tin thng tin i chng khc, n gip ngi tiu dng c th tng tc vqung co. Khch hng c th nhn vo qung co ly thng tin hoc mua sn phm cng m
http://www.4u4m.net/http://www.4u4m.net/


9/31

m trn qung co , thm ch h cn c th mua c sn phm t cc qung co onlinetrnWebsite.

- Qung co trc tuyn to c hi cho cc nh qung co nhm chnh xc vo khch

hngca mnh, v gip h tin hnh qung co theo ng vi s thch v th hiu ca ngi tiu dng.Cc phng tin thng tin i chng khc cng c kh nng nhm chn, nhng ch cmngInternetmi c kh nng tuyt vi nh th.

b)c im ca Marketing Online

- c im c bn ca hnh thc Marketing online l khch hng c th tng tc vqung co, c th click chut vo qung co mua hng, ly thng tin v sn phm hoth so snh sn phm ny vi sn phm khc, nh cung cp ny vi nh cung cp khc

- Marketing online s gip cho nh cung cp c th la chn c khch hng mc tiutim nng m doanh nghip mun hng ti t gip doanh nghip ct gim c nhiu chnng cao hiu qu ca cng vic kinh doanh. y l c im c bn nht m cc loi hnh quco khc khng c c nh: qung co Tivi, Raddio, bo giy...

c)Hiu qu ca Marketing Online

- Hiu qu ca Marketing online mang li v cng ln nay khi m Internet chim lth trng, ch cn mt vi ln click chut l bt c u trn th gii ny bn cng c th thng tin ca bt k sn phm, dch v hay nh cc thng tin m bn muVic qung co trn mng s gip bn la chn nh v c khch hng tim nng, khch hmc tiu do s tit kim rt nhiu chi ph gip doanh nghip nng cao hiu qu trong vic doanh.

d)Nhng u im ca qung co trc tuyn

- Qung co trc tuyngip gim ti a chi ph:Qung co trn mng (qung co trc tuyn) crt nhiu hnh thc. Ty theo ngnh ngh kinh doanh, chin dch qung co m chn nhng hthc khc nhau v mc chi ph khc nhau. Tuy nhin, nhn chung cc hnh thc qung co ttuyn kh r, v vy, bn s gim c mt khon chi ph ti u.
http://vi.wikipedia.org/wiki/Websitehttp://vi.wikipedia.org/wiki/Websitehttp://vi.wikipedia.org/wiki/Kh%C3%A1ch_h%C3%A0nghttp://vi.wikipedia.org/wiki/Kh%C3%A1ch_h%C3%A0nghttp://vi.wikipedia.org/wiki/Kh%C3%A1ch_h%C3%A0nghttp://vi.wikipedia.org/wiki/Ng%C6%B0%E1%BB%9Di_ti%C3%AAu_d%C3%B9nghttp://vi.wikipedia.org/wiki/Ng%C6%B0%E1%BB%9Di_ti%C3%AAu_d%C3%B9nghttp://vi.wikipedia.org/wiki/Internethttp://vi.wikipedia.org/wiki/Websitehttp://vi.wikipedia.org/wiki/Kh%C3%A1ch_h%C3%A0nghttp://vi.wikipedia.org/wiki/Kh%C3%A1ch_h%C3%A0nghttp://vi.wikipedia.org/wiki/Ng%C6%B0%E1%BB%9Di_ti%C3%AAu_d%C3%B9nghttp://vi.wikipedia.org/wiki/Internet


10/31

V d: Qung co Google Adwords hay SEO cho 1 t kha th chi ph ch dao ng t 1 triu mi thng nhng chi ph c th ln n vi chc triu n c trm triu cho 1 pht quntrn Tivi hay cho mt mu qung co trn bo.

- Qung co trc tuyn gip tm ng khch hng tim nng:Qung co trc tuyn baogm nhiu hnh thc qung co, vi mi hnh thc qung co khc nhau s gip bn hngmt nhm i tng khch hng khc nhau, la chn ng c khch hng tim nng v sdng qun l theo di v h khch hng hn. H c th nhm vo cccng ty, cc quc gia hay khuvc a l cng nh h c th s dng c s d liu lm c s cho tip th trc tip. H cnth da vo s thch c nhn v hnh vi ca ngi tiu dng nhm vo i tng thch hp

- Qung co trc tuyn - d thc hin v qun l chin dch:Vic vn hnh v qunl cc chin dch cng d dng, bn c th chy chin dch 24/24, bt k u trnth gii v c th ngng li bt c khi no bn mun.

Bn c th qun l c cc chi ph, hoch nh chi ph cho chin dch qung co mt cchdng. Trong , c nhiu loi hnh qung co trc tuyn nh: ng banner, qung co Google Adwords,qung b bngdch v SEO ph hp vi m hnh ca cc cng ty trong thi im hin nay.

-Qung co trc tuyn-Kh nng theo di:Cc nh tip th trn mng c th theo dihnh vi ca ngi s dng i vi nhn hiuca h v tm hiu s thch cng nh mi quan tm canhng khch hng trin vng. V d, mt hng sn xut xe hi c th theo di hnh vi ca ngs dng qua site ca h v xc nh xem c nhiu ngi quan tm n qung co ca h haykhng?

Cc nh qung co cng c th xc nh c hiu qu ca mt qung co (thng qua s lnqung co c nhn, s ngi mua sn phm, v s ln tin hnh qung co,) nhng iu

rt kh thc hin i vi kiu qung co truyn thng nh trn tivi, bo chv bng thng bo.

-Qung co trc tuyn-Tnh linh hot v kh nng phn phi:Mt qung co trnmng c truyn ti 24/24 gi mt ngy, c tun, c nm. Hn na, chin dch qung co c c bt u cp nht hoc hu b bt c lc no. Nh qung co c th theo di tin qunco hng ngy, xem xt hiu qu qung co tun u tin v c th thay th qung co tun
http://vi.wikipedia.org/wiki/C%C3%B4ng_tyhttp://www.bin.vn/chitiet/13/gioi-thieu-google-adwordshttp://www.bin.vn/chitiet/13/gioi-thieu-google-adwordshttp://www.bin.vn/chitiet/60/gioi-thieu-seohttp://vi.wikipedia.org/wiki/Nh%C3%A3n_hi%E1%BB%87uhttp://vi.wikipedia.org/wiki/Nh%C3%A3n_hi%E1%BB%87uhttp://vi.wikipedia.org/wiki/B%C3%A1o_ch%C3%ADhttp://vi.wikipedia.org/wiki/C%C3%B4ng_tyhttp://www.bin.vn/chitiet/13/gioi-thieu-google-adwordshttp://www.bin.vn/chitiet/60/gioi-thieu-seohttp://vi.wikipedia.org/wiki/Nh%C3%A3n_hi%E1%BB%87uhttp://vi.wikipedia.org/wiki/B%C3%A1o_ch%C3%AD


11/31

hai nu cn thit. iu ny khc hn kiu qung co trn bo ch, ch c th thay i qung cc t xut bn mi, hay qung co tivi vi mc chi ph rt cao cho vic thay i qung cothng xuyn.

- Qung co trc tuyn-Tnh tng tc: Mc tiu ca nh qung co l gn khch hngtrin vng vi nhn hiu hoc sn phm ca h. iu ny c th thc hin hiu qu trn mngkhch hng c th tng tc vi sn phm, kim tra sn phm v nu tho mn th c th muad, mt qung co cho phn mm my tnh c th a khch hng ti ni trng by sn phm ly thng tin v kim tra trc tip. Nu khch hng thch phn mm , h c th mua trc tiKhng c loi hnh thng tin i chng no li c th dn khch hng t lc tm hiu thng tin khi mua sn phm m khng gp tr ngi no nh mng Internet.

e) Qung co trc tuyn c nhng hn ch sau:

- Khc vi cc phng tin qung co khc, tip cn c vi qung co trc tuyn tng tim nng ca bn phi c my tnh v my tnh phi c ni mng Internet

- Ngi dng phi c k nng duyt web

- cc nc pht trin, vic tin tng vo qung co v mua hng trc tuyn ang rt p bin, cn nc ta, y mi ch l xu hng v ch thc s c hiu lc cho mt s ngnh ngh

ph hp.

- Cc vn bn v chnh sch ang trong qu trnh hon thin, cn nhiu k h cho la trc tuyn pht trin cng lm gim tin cy ca qung co trc tuyn.

f) Cc loi hnh qung co trc tuyn:- E-mail marketing:Hnh thc qung co trc tuyn s khi v kh ph bin. N to c

hi cho cc cng ty ty bin ni dung qung co v phn phi ti khch hng vi chi ph r. Ggi vi hnh thc ny nhng hin i hn l dch v cung cp thng tin gin n RSS (ReallySimple Syndication), c h tr bi cng c tp hp tin tc t nhiu trang web v phn phi ngi s dng. Hnh thc ny c xem l c hiu qu cao hn so vi vic gi e-mail nhng


12/31

thi c th gip trnh c nguy c b cng c lc e-mail v pop-up chn li hoc lm dng pht tn th rc.

- Qung co banner-logo:t logo hoc banner qung co trn cc trang web c lng

ngi truy cp cao hoc c th hng cao trn Google.y l cch qung co ph bin nht v c nh gi l c hiu qu cao trong vic qung bthng hiu, ng thi nhm n khch hng tim nng trn Internet.

- Text link: L cch t qung co bng ch c ng dn n a ch trang webhoc sn phm, dch v. Li ch ca hnh thc ny l khi ngi s dng truy cp vo cctrang tm kim (search engine) n s t ng cp nht trang web ca khch hng ln danhmc c tm.

- Qung co vi t kha: y c xem l h thng qung co c tnh nng thngminh, nhm chn vo nhng t kha nht nh. Mi trang kt qu ca Google, Yahoo! hocMonava ca Vit Nam u c s dng hnh thc ny. Vi bt c t kha lin quan n dchv/sn phm no cc mu qung co s xut hin bn phi/trn cng hoc di cng mnhnh cc trang hin th kt qu tm kim u tin. Ngha l khi khch hng truy tm mt t kha bt k, cc c my tm kim lp tc mang mt nh ti tr (sponsor) c lin quan tngay ln u kt qu tm kim.

- Qung co tr theo hnh ng: c xem l hnh thc qung co mi, mt thutng ca Google. Chng hn ch khi khch gh thm trang web c mua hng hoc in phiuth cc nh cung cp mi thu ph qung co ca doanh nghip. Hnh thc ny c xem lch c li mi trng thng mi in t tin tin, ni cc giao dch c thc hin trctuyn d dng, tin li v an ton.

- Google AdSense: Ch nhn ca mt trang web c th tch hp phn mm ny hin th cc qung co ln trang ca mnh di dng vn bn, hnh nh hay video, c

Google qun l v tnh gi i vi bn i qung co trn c s tr cho mi click hay 1.000click v gn y l cho mi hnh ng. Ch nhn ca trang web chp nhn ng qung coca Google s c hng chia hoa hng theo t l.

- Rich Media/Video: Mt hnh thc tim nng ca qung co trn cc phng tintruyn thng c cc chuyn gia kinh t nh gi cao vi cc video qung co nh trn


13/31

truyn hnh. Nhng a ch tin li v c hiu qu cho cc loi hnh ny l cc trang web chias video, hot hnh, nhc trc tuyn v c bit l tr chi trc tuyn. Cc cng ty qung coc th ng xen sn phm, dch v vo cc loi hnh ny ng thi xy dng mt s thnhphn tch hp lin quan n thng hiu ca h. Hnh thc ny c d bo c tc tngtrng cao nht trong cc loi hnh qung co trc tuyn.

g) Nhng lu khi mua qung co trc tuyn- Cng ging nh bt k phng tin qung co khc, khi thc hin chin dch qung

trn mng bn phi c lp k hoch chin lc nhm m bo tin b ra c s dng hiv t c cc mc tiu ra.

- Bn cn tr li c cu hi: Th trng c nhm ti c trn mng khng? V nc th ch no trn mng?. Mc d nhiu con s thng k v mng Internet cn cha thng nnhng iu khng th ph nhn l mng ton cu ny c hng t ngi s dng. Tuy nhin, nukhng ai trong s nhng ngi vo mng ny nm trong th trng m bn nhm ti th chin qung co trn mng tr nn v ch.

Hy im qua nhng th mnh ca qung co trc tuyn vt tri so vi qung co truynthng:

- Phn khc th trng r rng:Mi website hay cng c trn Internet u c nhng itng s dng nht nh. Vic kho st thng tin ngi s dng c thc hin kh n ging tin cy, gip cc doanh nghip nh hng chnh xc con ng ngn nht dn n khhng tim nng ca mnh. Khch hng c th dng cc hnh thc nh t banner cc site ting, lng truy cp ng hay la chn qung co Google Adwords v dch v SEO (ti uwebsite trn cc cng c tm kim)Cc hnh thc ny gip cho doanh nghip tm ng khhng mc tiu.

- Ghi nhn phn ng khch hng:Bao nhiu ngi nhn thy mu qung co sn phmca bn? Bao nhiu ngi click vo? H xem nhng thng tin g, lu li mc no lu trong website v sn phm? Tt c nhng thng tin quan trng ny ch l m c trong qungtruyn thng, nhng s hin th rt r rng trong bn bo co hng thng m doanh nghip n


14/31


15/31

coTnh ch ngkhi xem qung

co

Xem qung co t nguyn v chng, kh nng giao dch thnh

cng s cao

Xem qung co b ng, c th gy phncm, khn gi thng chuyn knh khi n

qung co

Lng thng tintruyn ti

Thng tin v sn phm, dch v,thng hiu, nng lc truyn ti

nhiu, khng gii hn

Thng tin b gii hn do thi gian v chi ph

Hnh thc truynti thng tin

Phong ph: Bi vit, hnh nh,video clip, m thanh, ng link,file nh km, c th gi catalog

Hn ch: Hnh nh, m thanh

Hnh thc lin hngoi in thoi,Fax v lin h

trc tip

C thm cc phng thc lin h

qua email, tin nhn ring, YahooMessenger, Voice chat

Khng c

Xu hng miChuyn sang lm vic trn my tnh

v mng Internet nhiu hnMng Internet ang dn thay th truynhnh, xu hng qung co cng nh vy

Hu qung coThng tin vn c th c lu lilu di v d dng tm thy bi

Google

Thng tin khng c pht li tr khi khp ng v thanh ton chi ph qung co

mi

Chng 2:Thc trng th trng qung co trc tuyn vit nam

1)tng quang v E-marketing

- Vit Nam l quc gia c dn s tr vi tc pht trin Internet ng kinh ngc k t bt u c Internet nm 1997. Hin ti c khong 25,1 triu ngi s dng Internet, tc trng khong 30% mi nm v c th ln ti 47 triu ngi vo nm 2013. T l ngi thamcc mng x hi ln ti 16,12 triu tc l 77,5% tng s ngi dng Internet.Tin tc, bo mng chim v tr rt quan trng trong i sng trc tuyn khi c ti 89% lng cp ri vo cc trang bo in t, 82% s dng cc cng c tm kim, 73% chat v dch v emc khai thc mc 58%...

- Game trc tuyn cng l im hp dn do c im dn s tr. C ti 57% thanh thnin ti cc thnh ph thng xuyn tham gia cc trang game online.


16/31

- Tc pht trin v bng thng Internet cng gip cho cc hnh thc gii tr nh ngnhc (67%), xem video trc tuyn (43%), download/upload nh (30%), webcam (21%).. pht tmnh. Cc trang thng tin dnh cho la tui teen t ti hng triu pageviews mi thng ckhng nh vai tr ngy cng quan trng ca la tui ny ti s pht trin ca Internet Vit Na

- Blog cng c sc hp dn rt ln i vi gii tr khi c khong 55% thanh nin trongtui 15 n 25 s hu blog cho ring mnh.

2)Tim nng ca nghnh qung co trc tuyn ti vit nam

a)Qung co trc tuyn

- Theo nh gi ca Igor Ashmanov - Tng Gim c cng ty Ashmanov v cng (Ashmanov & Partners) n t Nga, th trng qung co trc tuyn Vit Nam rt ln, s t 1150 triu USD trong vng 5-10 nm ti. Tuy nhin, thi im ny, y vn l mng th trcha c quan tm thc s

- Nm 2009, th trng qung co trc tuyn ca Vit Nam t khong 15,5 triu USDvi nm 2008 th mc tng trng t khong 71%, v phn ln (khong 80%) l hnh thc thqua hnh thc bn qung co (banner).

- nh gi ca nhng nh phn tch a ra cho thy, nhp tng trng ca th trqung co Internet Vit Nam trong vng 2-3 nm ti s ng mc khong 50%/nm. Nh

c ngha l thm ch khng cn s nh hng ca d n ln c xut, n nm 2012trng s t con s khong 31,5 triu USD. Trong qu trnh pht trin th trng, phn trmhnh thc bn qung co s gim i, nhng khng qu nhiu.

- Vit Nam hin gi l mt trong nhng quc gia c tc tng trng s lng ngdng ng u th gii. Theo s liu ca Tng cc Thng k thng 7/2010, s ngi s dInternet ti thi im cui thng 7/2010 t 25,1 triu ngi.

- Theo k hoch quc gia, Internet s ph n khong 70% dn s t nc vo nm 20c ngha l ti thi im s lng ngi s dng Internet s vo khong 40 triu ngi. Nra, Vit Nam c nhiu doanh nghip nh v va, i tng ph hp nht vi qung co trncng c tm kim trc tuyn. b)Thng mi in t ca vit nam ang dn bng n

- i din cc c quan qun l v chuyn gia d bo khng nh, thng mi in t cVit Nam cn nhiu c hi pht trin, khi lnh vc thanh ton trc tuyn c ch


17/31

trng.Thng mi in t (TMT) ca Vit Nam ang pht trin mnh m v dn tr thnh phng thc kinh doanh khng th thiu ca doanh nghip.

- Ngy cng nhiu doanh nghip ng dng loi hnh ny tm kim c hi kinh doanhtm i tc, m rng th trng, gim chi ph, tit kim thi gian...

- Cc chuyn gia cng cho rng, TMT Vit Nam pht trin ng kh nng cn s tin phong ca lnh vc thanh ton trc tuyn. c bit n kh nhiu vo nm 2008 vi s lmnh ca cc cng thanh ton in t nh PayNet, VinaPay, Mobivi, Payoo..., nhng thanh totrc tuyn vn l mt lnh vc kh mi m. c bit, hot ng ng dng cc m hnh thanh ttrc tuyn mi ch trin khai mt vi doanh nghip ln, trong mt s lnh vc hng khng, dlch.

- Hin ti Vit Nam c khong 28 ngn hng trin khai h thng th v chuyn mch q

gi, c th chia s mng li my ATM. Nhiu cng ty cung cp dch v nh: Telco, Game onFPT Telecom, Vietnam Airlines, Jetstar Pacific Airlines... cng chuyn sang s dng cc phng thc thanh ton in t, trc tuyn qua Internet.

- i din OnePay cho bit, trong gn 2 nm trin khai dch v ti Vit Nam, s lngkhch hng tng 200%/nm, tng trng giao dch trn 15%/thng v trn 150%/nm. Ngn hnTMCP Quc t Vit Nam (VIB) cng cho hay, hin c 10 doanh nghip k kt hp ng chnhthc vi VIB, chp nhn cho thanh ton cc giao dch mua bn hng ha, dch v bng V iMobivi...

- i din VTC-Intecom, ng Trn Hong Minh, th t tin hn: "c xy dng, pht trv vn hnh t nm 2006, cng thanh ton trc tuyn VTC Paygate hin trung bnh mi ngy thin 1.000.000 giao dch vi doanh s t 2 t ng cho cng ng 18 triu ti khon khchhng".

- Cha ht vi s pht trin thn tc, VTC Paygate c nng c p thnh VTC eBank t thng 1/2009 nhm muc ch ti u ha cc cng cuthanh ton in tv l cu ni gia cc nh cung c p dich vukhc vi khch hng.

- C nhiu tim nng pht trin nh vy nhng cc chuyn gia ti din n vn phitha nhn, thanh ton trc tuyn qua Internet ti Vit Nam hin cha to c nim tin cho ngtiu dng, s lng n v cung cp dch v thanh ton cn t, cc loi hnh thanh ton cha ph ph.


18/31

- Thi quen s dng tin mt cng l mt yu t km hm s pht trin ca loi hnh nyiu ny cng d hiu, bi phng thc thanh ton qua thng mi in t ti Vit Nam ch m pht trin vi nm gn y.2 )Th trng qung co trc tuyn vit nam qua nhng nm gn y

a) th trng nhng nm trc

- Cng ty Nghin cu Th trng Cimigo va cng b bn bo co chi tit doanh thuqung co trc tuyn ti Vit Nam. Quy m th trng qung co trc tuyn Vit Nam c t 278 t VN (tng ng 15,5 triu -la M). nm 2009

- D vn cn non tr, nhng th trng qung co Vit Nam tng trng 71% sovi nm 2008, ng Lukas Mira, gim c trc tuyn ca Cimigo nhn xt. y l ln utin mt ngun d liu ng tin cy v ti qung co trc tuyn c cng b Vit Nam.

- Trong nhng nm trc qung co qua mng vn chim mt phn rt nh trong tng t qung co, v con s ny thp hn so vi cc nc cng khu vc ng Nam . tip cvi mt ngi dng Internet, cc nh qung co ch mi chi 50 cents (tng ng 10.000VNmi nm. Trung Quc chi gp 15 ln con s ny, ng Brian Pelz, ng sng lp Vinagame vthnh vin ca ban iu hnh IAB, nhn xt.

- Trong na nm u 2009, cc qung co banner, bao gm c rich media chimkhong 90% ngn sch dnh cho marketing online. Phn 10% t i cn li chia cho cc hnhthc khc nh search, mobile, e-mail Nhng nh lm qung co thch cc qung cobanner hn v nhng yu t nh hnh nh p mt, cu ch chuyn ng v thng ip clp li. Banner cng d thit k, d hiu, d chp nhn hoc t chi. Ngc li, hnh thcqung co online t c ch nht ti Vit Nam l qung co qua cng c tm kim (searchengine marketing SEM).

- SEM bao gm hai phng thc nhm a thng ip n ng ngi dng vong thi im khi h s dng cc cng c tm kim tm thng tin. Hnh thc qung cony khng c nhng hnh nh p mt, y mu sc m ch c ch. V th, n cha thc s thu ht s ch ca nhng ngi lm qung co ti Vit Nam. Ti nc ta, ngn sch chiacho qung co qua display v SEM ngc hn so vi nhng quc gia khc trn th gii.

- ng Kim Dng, Vin trng Vin Nghin cu v o to qung co Vit Nam, chrng cuc khng hong kinh t ton cu c nhng tc ng khc nhau i vi cc nh qun


19/31

co, khin bc tranh qung co nm 2009 c s phn ha r rt. Cc ngnh hng phc v nhnnhu cu thit yu ca cuc sng khng nhng khng gim m cn tng, trong khi mt s ngnkhc li gim mnh.

- Nhn nh ny cng ph hp vi s liu ca TNS Media vi nhng ngnh hng gim tiu qung co mnh nht l: ti chnh gim 57%; du lch, gii tr gim 50%; xe cc loi gim32%; qun o v ph kin thi trang gim 20%...

- Trng hp Tn Hip Pht c th xem l v d tiu biu vi mc chi ph qung co tngp nhiu ln cho cc nhn hng c nh Number 1 hay Tr xanh 0 . Theo mt thng tincha th kim chng, mt sn phm hon ton mi trong nm nay ca cng ty ny l TrDr.Thanh ngay thi im chun b tung hng dnh mt ngn sch qung co ln n gn 2triu la M. c tnh mc chi qung co di mi hnh thc cho ring nhn hng ny n n2009 ln n con s 10 triu la. Cng theo ngun tin ny, tng chi ph qung co nm 20ca cc nhn hng thuc Tn Hip Pht xp x 42 triu la M

- Theo kt qu nghin cu s ngi s dng internet c tin tc trc tuyn tng t89% trong nm 2008 ln 97% trong nm 2009. c tin tc trc tuyn hin l hot ng online bin nht tt c cc nhm tui v gii tnh.

- Trong khi , chi game trc tuyn l hot ng ph bin th hai vi t l gn 50%ngi tham gia, trong chim a phn l nam gii.

Di y l mt s kt qu quan trng khc trong cuc nghin cu:- Xu hng truy cp internet ti gia nh tng t 66% nm 2008 ln 71% nm 2009

tr thnh hnh thc truy cp internet ph bin nht.- T l truy cp t internet cafe gim t 53% nm 2008 xung cn 42% nm 2009.

S lng ngi mua hng qua mng cng tng t 4% nm 2008 ln 11% nm 2009.- Cc mng x hi ang tip tc pht trin mnh ti VN. Trong , cc hot ng chia s

ni dung v tham gia cc din n trc tuyn hin ang l hnh thc hot ng ph bin.


20/31


21/31


22/31

- Nghin cu ca Cimigo cho thy 50% ngi s dng Internet ti vit nam ng rng h c th chn rt nhiu sn phm khc nhau trn Internet. Tuy nhin, ch c 15% chorng mua hng trn mng l an ton. iu ny cho thy cc nh qung co trc tuyn hinnay vn cha khai thc mnh knh ny cng nh khng to nim tin ni khch hng. Rrng, lnh vc ny vn cn rt rng ln v y tim nng, ch cc nh khai thc mi.

b) Mt s nh gi ca nm 2010 v d bo

- Doanh thuqung co trc tuyn (QCTT) ti Vit Nam d bo t 130-150 triu

USD vo nm 2010 - chim 1,5% th trng qung co. Tuy nhin, th trng ny vn cnkh s khai v nhiu tim nng. Th nht, s ngi s dng Internet Vit Nam ang tngmnh (theo thng k ca B TT &TT tnh n thng 7/2010 t 25,1 triu ngi ) t l ngis dng phn ln l gii tr, ang to sc hp dn ln cho cc nh qung co hng ti itng khch hng ny.Th hai, khi tnh hnh kinh t kh khn v ngn sch b ct gim, rtnhiu doanh nghip s hng ti cc gii php qung co v tip th tit kim mang li hiu
http://xpt.vn/thiet-ke-website/Tin-thuong-mai-dien-tu/Quang-cao-truc-tuyen-Suc-manh-tong-luc-co-mot-khong-hai-289.webhttp://xpt.vn/thiet-ke-website/Tin-thuong-mai-dien-tu/Quang-cao-truc-tuyen-Suc-manh-tong-luc-co-mot-khong-hai-289.webhttp://xpt.vn/thiet-ke-website/Tin-thuong-mai-dien-tu/Quang-cao-truc-tuyen-Suc-manh-tong-luc-co-mot-khong-hai-289.web


23/31

qu kinh t hn, v Internet l la chn l tng nh li th kt ni vi mt s lng ngis dng ln vi chi ph thp. Chng ti d on phn ln doanh thu ca QCTT trong nhngnm ti s n t ngn sch qung co trn cc phng tin qung co truyn thng.

- Theo kt qu iu tra Net Index, gn 70% ngi s dng Internet Vit Nam c tui t 15-30. y l nhm tui c t l ng nht Vit Nam hin nay. Ngi tiu dng trl i tng khch hng mc tiu ca rt nhiu cc thng hiu v y l la tui d tip cnnhng xu hng mi nht cng nh tc nm bt cng ngh mi nhanh nhy nht. S cng hng ca hai yu t ny s khin QCTT tr nn ngy cng hp dn vi cc doanhnghip ang mun khai thc th mnh ca th trng tiu th tr y tim nng Vit Nam.

- Cc chuyn gia trong ngnh nh gi rng th trng ny ti Vit Nam hinang vo giai on nh Nht Bn cch nay tm nm v nh Thi Lan cch ynm. Ngi dn Nht s dng rt nhiu cng c tm kim, mt phn do y cng lquc gia c t l ngi dn truy cp Internet vo loi cao nht trn th gii. Chnhiu ny, Nht cng vi M ang tr thnh nhng th trng m loi hnh qung ctrc tuyn k trn tr nn bo ha.

- Ngi truy cp Internet ti Vit Nam hin s dng nhiu cng c tm kimca cc nh cung cp dch v trong v ngoi nc nh Google, Yahoo, Xalo,

Socbay Tuy nhin, cc nh cung cp hu nh cha c doanh thu m mi ch cGoogle v Yahoo khai thc c th trng ny. Theo c tnh ca gii chuyn giahin Google chim th phn ti 80-90% ti Vit Nam. Hng ny cng va mi amt kt qu nghin cu cho bit mi ngy c khong 25 triu lt ngi s dngcng c tm kim ti Vit Nam so vi 11 triu lt ca nm ngoi.

- Vi vic bng n cng ngh 3G ti th trng VN trong thi gian gn y,

lng ngi dng truy cp internet bng in thoi tng t bin. C th ch trovng my thng u nm 2010, s lng ngi s dng 3G tng gp ba ln so vcui nm 2009.

- Theo thng k ca Hng phn tch th trng AC Nielsen, qung cobanner hin chim ti 80% qung co trc tuyn ti th trng Vit Nam. Hng


24/31

phn tch ny nhn nh, trong thi gian ti, t l qung co banner s gim,nhng mc gim khng nhiu.

Mt s nh thng tind on nh hng c li t th gii

- n nm 2013, qung co trc tuyn s vt mt bo in tr thnh th trng qungco ln th hai, sau truyn hnh, vi 117 t USD li nhun. l d bo mi nht ca MagnaGlobal, cng ty nghin cu v d bo chin lc truyn thng ni ting ton cu.

- Theo bo co ny, truyn hnh vn tip tc gi v tr "qun qun" vi 40% th phn cac qung co tnh bng la v t 7,5% hng nm n ht nm 2016. c bit, truyn hnh trtuyn s chim 4,7 t trong tng li nhun qung co ton cu v tng n 19,6% mi nmn ht nm 2016.

- Theo Hip hi Qung co Tng tc (Interactive Advertising Bureau - IAB) v cng tyPricewaterhouseCoopers (PwC), nhng ngi lm qung co chi tiu 12,1 t la vo mnginternet trong su thng u nm 2010, mt s tin k lc cho qung thi gian 6 thng. So vicng k nm 2009, mc chi ny tng n 11,3%.

- Thng k 6 thng u nm cng cho thy s hi sinh ca th trng qung co bng banner, vi doanh thu tng 16% v t hn 4,4 t la.

- Trong khi qung co bng banner ang ly li sinh lc, truyn hnh trc tuyn - mt trs t im sng ni bt trong qu trnh suy thoi - tip tc tng trng mnh m. Theo thng kca IAB/PwC, chi tiu cho qung co vo truyn hnh k thut s t mc ln nht t trc nay, tng vt 31% so vi giai on na u nm 2009. Tuy nhin, IAB/PwC cho bit truyn hk thut s mi ch chim 5% tng chi tiu cho qung co trc tuyn vo qu 2.

- Mc cho tnh hnh khi sc ca qung co bng banner v truyn hnh trc tuyn, tmkim trn mng (bng cc trang tm kim nh google, bing,v.v) vn ang l phn khc ln n

ca qung co trc tuyn: chim 47% trong na nm u 2010. Theo thng k, trong giai onny, chi tiu cho tm kim trn mng tng 11,6%, t hn mc 5,7 t la.

Chng 3 nh gi v gii php cho th trng qung co trc tuyn Vit Nam1)Mt s vn khin vit qung co trc tuyn vit nam vn cha th pht trin

a) s thiu tin tng t cc doanh nghip trong nc


25/31

- Mc d chi ph t hn nhng khi lm qung co, khng nhiu doanh nghip ti Vit Nchn qung co trc tuyn.

- C l v h khng thc s tin tng vo cht lng ca qung co cng nh hiu qm n mang li cho doanh nghip. C th qung co trc tuyn rt thnh cng v ph bin tinhiu quc gia pht trin, ngay ti Chu vi cc nc nh Nht Bn, Hn Quc, Trung Quhiu qu ca qung co trc tuyn khng th ph nhn.

- Tuy nhin, Vit Nam th khc. Qung co trc tuyn cn kh mi, cc doanh nghipVit Nam khng mun liu lnh th qung co trc tuyn bi l khi nim qung co trc tuycn rt m h so vi h. iu ny l gii ti sao th trng qung co trc tuyn" hin nay V Nam vn ang " di" ch cc doanh nghip.

- Nu nh trong thi gian ti qung co trc tuyn Vit Nam c nhiu s u t v

iu chnh ph hp p ng tt hn nhu cu qung co b)Thiu tnh chuyn nghip

- QCTT ca Vit Nam ch yu hng ti vic qung co thng hiu vi hnh thclogo/banner. Ti cc website ln, logo/banner chi cht bt chp cc tiu chun v hiu qugy n tng (nhiu nht 4 qung co/mt mn hnh). Cc dng qung co nh qua t kha,qung co theo ng cnh, theo hnh vi ... cn l nhng khi nim mi m. V hin, cngcha c mt chun no i vi cc mu thit k cho qung co trc tuyn (kch thc, v

tr ...). iu ny khin khch hng mt thm nhiu thi gian v chi ph khi tin hnh qungco ti cc website khc nhau.

- Ngoi ra, cha c mt t chc uy tn ng vai tr trung gian nh gi mtcch khch quan v s lng ngi dng ca cc website cng nh hiu qu khi tin hnhQCTT. V khng t cc website thng tin khng v s lng ngi dng. iu ny khindoanh thu ca QCTT VN tp trung ti vi trang web c lng truy cp cao nht (ch yul cc bo in t, trang tin tc nh VnExpress, Dn Tr, Vietnamnet, 24h.com.vn...) thay vc th phn b cc website c th (du lch, gii tr, thng mi...).c) Phn khc th trng khng tht s r rng

- Ngi s dng internet c tui trung bnh l 29 tui, nh hn so vi tuitrung bnh ca dn s Vit Nam hin nay (36 tui). Trung bnh mi ngi s dng 2ting/ngy truy cp internet.


26/31

- Nhng hot ng hng u trn internet ti Vit Nam l thu thp thng tin, d liu nhc tin tc, s dng cc website tm kim. K n l cc hot ng gii tr trong c nghe vnhc, phim v chi game.V mt tm kim, Google vn ng u vi t l ngi s dng l 81trong khi Yahoo ch c 1%. V tin tc, Tuoitre.com.vn v VnExpress ng u, tip n lDantri.com.vn. Zing.vn ng u trong lnh vc gii tr trc tuyn, t xem phim, ti nhc, nchi game. ng Mira lu rng, th t ny c th thay i vo thi im hin nay do internl mi trng vn ng v thay i thng xuyn.d) Khng c Phng php o lng qung co trc tuyn chnh xc nht

- C nhiu ngun d liu v quy m cng nh c cu ca th trng qung co trc tuVit Nam. Tuy nhin, phn ln cc s liu ny u mang tnh tng i v khng p dng ph php o lng r rng v minh bch

e) s dng cc cng c qung co khng mi m- Cch thc chnh vn l qung co bng Banner - Qung co v sng to ti cc website Vit Nam khng khc bit my vi cc webs

Chu u, nhng cc website Vit Nam s dng text v banner l chnh, vi mt cht ci ticch thc (khng c nhiu dng qun co dynamic rich media [DRM] hoc cc qung covideo).

- Cc banner qung co Vit Nam thng s dng cc frames gi cc banner lu

nm tm mt ngi c. Khi ngi c cuc xung, v tr cc qung co ny trong tmngi c. Nhn chung, bn s khng thy chng trong cc website phng Ty, nhng li rt bin Vit Nam.Mt v d l l cc banner trt, khi bn cun trang, thng nm hai bn t phi ca ni dung, c th nhn thy nhacso.net, 24h.com.vn, hoc ngoisao.net.

f) Ngn ng- Ting Vit l mt yu cu bt buc trong th trng ny. Bn cng cn tm hiu

hng, sc thi v mu sc, hnh thc v cc yu t v vn ha bao gm ngn ng- cn nghin cu cn thn trc khi c bt k hnh ng xm nhp th trng.g) D ng qung co

- Khi nhng banner dy c trn cc website, m vnexpress, dantri.com l mt v d, qung co khng cn hiu qu na. Ngi dng d ng vi ct th ba, v website c ba ct qthuc.


27/31

- Mt nh qun l chin dch qung co lm vic ton thi gian ti th trng Vit namni l mt ngi ph n t hi, cc knh qung co cn rt mi m ti Vit Nam. Ngnhm ln khi lm mi th n gin nht c th, nh t cc lin kt m khng cn tracking ca s cc n v cho t qung co ch theo hc cc kha ngn hn mang tnh i ph.Tracking code l cch kim tra xem cc banner hay qun co hot ng th no trong mi cdch qung co, chng hn c bao nhiu ngi bm, h n t banner no, t website no.

2)Mt s gii php i vi cc vn v qung co trc tuyn

a)Pht trin chuyn su qung co trc tuyn- Ngc li vi nhng d bo lc quan v s tng lai ca ngnh qun co trc tuyn l

thiu vng cc cng ty qung co trc tuyn chuyn nghip v c ting tm ti Vit Nam,

cnh tranh vi cc i gia vo Vit Nam thi gian ti. qung co trc tuyn ch ang dng lmc c s dng trong cc website bo in, website gii tr vi tnh chuyn nghip thp,yu tp trung mt s t bo in t, phin bn bo in t ca mt s t bo ln v mwebsite gii tr, thng mi khc.

- Tuy nhin, n nay s lng cng ty chuyn v qung co trc tuyn ch m trn ngn tay v nu ni v tn tui cng nh th mnh th hin ch c duy nht Cng ty C pQung co trc tuyn 24h (Cng ty 24h). Cng ty ny hin c cc chuyn gia nh gi l c

ty chuyn nghip nht trong lnh vc qung co trc tuyn, c quyn khai thc qung co website Bo in t VietNamNet, website gii tr 24h.com.vn v mt h thng bao gmwebsite khc c s lng truy cp ln.

- Qung co trc tuyn l mt xu th tt yu trong ngnh marketing i vi bt k qucno, nn Vit Nam cn xy dng cc cng ty qung co chuyn su v qung co trc tuyn nhng thnh qu theo xu hng hi nhp.b)Ngn ng qung co

- Cc nh qung co thng dng ngn ng phng i t khen hng ha ca mnh mcch qu thi bng cc cm t tuyt ho, v ch, s 1 th gii, cng ngh hng u... cho dukem nh rng, hay m phm... lm cho ngi tiu dng d nghi ng gi tr s dng ca hng h

- Ngh thut v th php qung co i khi h thp th hiu thm m, gy phn cm vi cng chng. Thc t, phi tha nhn, c nhiu qung co t nht, n iu, gng p, sthiu tnh thm m, h thp th hiu ca cng chng. V d nh vic qung co bng v sinh


28/31

qung co ko cao su, c cnh mt anh chng nh hn ngi yu, nhng c ta ly tay xua xnh mt kh chu... ( c ta ch hi th ca anh chng ngi yu khng c thm tho sch Cnh ny khng hiu ngi nc ngoi th no ch vi Vit Nam th l hnh vi ch (nhch ngi yu), lm ngi b ch va xu h, va cm thy b xc phm.c)Qung co hng i tng (Targeted Ad)

- Tin xa hn mt bc so vi vic t qung co nhng website c th, Qung co tuyn Vit Nam cn ngh ti cc hnh thc qung co hng i tng. Ngi ta vn thngrng Internet l mt mi trng truyn thng i chng, rng khp (mass media, N to N). Nhthc t l sc mnh ln nht ca Internet li nm kh nng nhn bit n tng c nhn, v qco hng i tng l nhng qung co cung cp n ng i tng khch hng mc tiudoanh nghip, da trn nhng thng tin c nhn m website c c v i tng (1 to 1).

- V d, mt mng x hi (social network) chc chn s c c nhng thng tin tngchnh xc v tui, gii tnh, ngh nghip, ni c tr... ca cc thnh vin tham gia trong mngmnh. Vi mt sn phm cho n gii, qung co c th ch xut hin cho cc thnh vin n, vy chi ph gim hn, hiu qu tt hn, ngi dng nhn qung co thy hi lng hn v cthm nhng thng tin v sn phm mnh cn. Ngc li nhng ngi khng c nhn qungcng s hi lng hn v h khng phi xem nhng qung co khng dnh cho mnh.d) Qung co theo ng cnh (Contextual Ad)

- Hnh thc qung co ny tng i ging qung co hng i tng, nhng nidung qung co xut hin khng da vo thng tin ca ngi dng m da vo ni dungtrang web ngi dng ang c. V d trang web bn v mt sn phm, mt blog hoc mtbi tin tc v ch ph hp vi doanh nghip cn qung co. Adwords hay Adsense caGoogle, Yahoo... chnh l cc hnh thc qung co theo ng cnh.

f) Qung co tng tc (Interactive Ad)

- Khch hng ca Qung co trc tuyn c th tn dng th mnh c trng ca

Internet, qung co tng tc (thng dng k thut Flash) gip ngi xem c th tham giachi tr chi ngay trn banner. Hin nay Nokia Vit Nam v Sky Group ang trin khai mtchin dch online marketing kh rm r cho dng sn phm XpressMusic vi hng chcngn ngi chi.

g) Pht trin cc cng c qun l Qung co trc tuyn


29/31

- Hin Vit Nam, mt s cng ty ang m thm pht trin cc cng c thit lpmng qun l Qung co trc tuyn hng ti vai tr trung gian, thc hin cc Qung cotrc tuyn cho khch hng trn nhiu website khc nhau..

- Cng c ny s gip i l lm tt chc nng bo co v hiu qu ca cc Qung cotrc tuyn, v s lng click chut, t l click chut, chi tit theo thi gian, kt hp vi cccng c phn tch website (web analytics) v qun l cch thc th hin qung co (ngunhin, lin tc hay theo th t), v qun l i tng tip nhn qung co (qung co hngi tng). Qung co trc tuyn c th trin khai cc hnh thc qung co mi v pht trin mtcch bn vng th mt cng c qun l QCTT l rt cn thit. N gip cc i l qun lQung co trc tuyn mt cch khoa hc v hiu qu hn, ng thi em li nim tin tt

hn cho cc doanh nghip v hiu qu thc t ca qung co m h tr tin.

h) Xy dng mt h thng php l cht ch

- Cn phi c mt h thng kim chng v xc nhn cc thng tin xut pht t ccngun internet v phn ln thng tin u khng hon ton chnh xc, t bit cng nghcopy-paste ang gin tri trn mng, n dn n vic thng tin v bn quyn thng tin bnh cp mt cch khng c cn c, quy nh cht ch hn trong vic t thnh lp ccwedsite

Phn 3: nhn xt v nh gi mn hc1. Nhn xt

- Mn hc ny cung cp cho sinh vin kin thc thc tin v ng dng v qunmarketing c bit l hnh thc qung co t quan im chin lc, bao gm nng cao bit ca sinh vin v cc khi nim marketing, cc cng c v k thut phn tch, quy tmarketing, cc chc nng marketing v mi trng marketing gip sinh vin thnh cng hkhi qun l doanh nghip. Sinh vin s p dng cc kin thc ca kha hc phn tch v

quyt cc vn marketing chin lc.- Sau khi tt nghip c nhn Qun Tr Kinh Doanh sinh vin s c trnh l thuyt v

nghip v c th m nhim cc v tr gim c marketing hoc bn hng ; hoc cng tc trcc b phn kinh doanh, marketing, lp cc k hach kho st, nghin cu khch hng, nghinth trng, k hach bn hng; c kh nng t vn v ra cc k hach chng trnh hnh


30/31

ng lin quan n th trng nh qung co, khuyn mi, bn hng ; c kh nng thit k, kthc v qun l h thng phn phi sn phm ca doanh nghip ng thi c kh nng thnh liu hnh mt doanh nghip t vn v th trng

- Sinh vin tt nghip chuyn ngnh Qun tr Kinh Doanh s tch ly c y cc yt sau:

a. Kin thc: m bo kin thc chuyn su v Qun tr marketing v bn hng hin ida trn nn tng kin thc chung ngnh Qun tr Kinh doanh. Bn cnh , chng trnh s bo cho sinh vin c kh nng s dng ting Anh thnh tho cng nh k nng s dng my vtnh thun thc trong giao tip v kinh doanh.

b. K nng: Ngoi nhng k nng chung nh t duy h thng, k nng phn tch v giiquyt vn , k nng giao tip, k nng lm vic nhm, sinh vin s c cc k nng chuyn s

trong qun tr marketing v bn hng nh xy dng chin lc marketing, chin lc bn hngkho st nh gi v d bo th trng, thu hiu nhu cu khch hng a ra cc quyt nhx ng trong sn xut v cung ng cc sn phm v dch v cho th trng.

c. Nng lc: m bo cho sinh vin c nng lc pht trin bn thn, nng lc phn tch vd bo th trng, nng lc hoch nh cc chin lc marketing cng nh kh nng lm vicchuyn nghip di p lc cao ca cng vic trong mi trng cnh tranh ton cu.

2. nh giSau khi hon tt mn hc ny, ti c kh nng:

1 qun tr marketing1hiu r cc trit l v Chin lc Marketing

2Chin lc sn phm

Chin lc phn phi

Chin lc qung co

Chin lc nh gi2 phn tch cc dng thng tin

Xc nh mc ch ca phn tch cng vic, t xc nh cc hnh thc thu thp thng tin hnht. Nghin cu thng tin c bn c sn


31/31

La chn cc phn vic c trng, cc im then cht thc hin phn tch cng vicXy dng bn m t cng vic v bn tiu chun cng vic cho tng loi cng vic c th.Kim tra, xc minh tnh chnh xc ca thng tin thng qua nhn vin hoc lnh o.p dng cc phng php khc thu thp thm cc thng tin.3 hiu r rng hn v h thng qung co trc tuyn mi m v y tim nng pht trin

Vy nn, ti mong Trng i Hc Cng Nghip v Khoa Qun Tr Kinh Doanh cn tcng ging dy chuyn su hn na cng c kin thc cng nh cung cp cho sinhvin chng em nhng kin thc chuyn su v mn hc ny, chng em c th t tin bc vo i vi kin thc v k nng mnh hc trng.

Documents

chuyên đề marketing