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Nghin Cu Chin Lc Truyn Thng Qung B Thng Hiu Cho Cng Ty TST Tourist
LOGO
HNG TRIU NGI S NHN THY BNHNG TRIU NGI S NHN THY BN
Nghin Cu Chin Lc Truyn Thng Qung B Thng Hiu Cho Cng Ty TST Tourist
Doanh nghi pcn u tqung b
THNG HIU
BBnn ss chch nn ccchch nnoo ??????
Khng u t C u t
Nghin Cu Chin Lc Truyn Thng Qung B Thng Hiu Cho Cng Ty TST Tourist
LOGO
GVHD: Th.S Tr n nh L
SVTH: Tr n Th H Phng
BO CO KHA LU N TT NGHI P
Nghin Cu Chin Lc Truyn Thng Qung B Thng Hiu Cho Cng Ty TST Tourist
M U1.
TNG QUAN2.
NI DUNG & PP NGHIN CU3.
KT QU & THO LUN4.
KT LUN & KIN NGH5.
Nghin Cu Chin Lc Truyn Thng Qung B Thng Hiu Cho Cng Ty TST Tourist
Lm th no tnti v pht tri ntrong b i cnh n nkinh t ton c uang suy thoi?
Thng hi u lim mu ch tthnh cng c adoanh nghi p.
Mt chi n lc truy n thng kh ng hong s sng cn c a cc cng ty.
CHNG 1. M U
Nghin Cu Chin Lc Truyn Thng Qung B Thng Hiu Cho Cng Ty TST Tourist
1
2
3
- Phn tch tnh hnh ngnh du lch, th trng qung co ngnh du lch- Nghin cu hot ng truyn thng ca mt s i th cnh tranh chnh
- Phn tch thc trng hot ng truyn thng ca TST Tourist
- iu tra thu thp thng tin t KH h tr ra gii php
CHNG 1. M U
D kin ngn sch truyn thng v d on doanh thu t c .
Nghin Cu Chin Lc Truyn Thng Qung B Thng Hiu Cho Cng Ty TST Tourist
Tr s: 389A inBin Ph, P.4, Q.3, Tp. HCM+Email: [email protected]+ Website:http://tsttourist.com
-Tn DN: Cng ty C phn Dch v Du l ch & Thng m i TST-Ting Anh: TST Tourist Service & Trading Corporation - Vit tt: TST Tourist
Ngnh ngh kinh doanh chnh: + Dch v Du lch Lhnh Ni a, Quc t+ Thit k tour theo yu cu+ t gi ch KH, KS+ Cho thu xe DL
CHNG 2. TNG QUAN
Nghin Cu Chin Lc Truyn Thng Qung B Thng Hiu Cho Cng Ty TST Tourist425,52
591
769,16
73.905
74.496
2007
Gi tr (Triu VN)
1.819,44
2.527
2.227,03
152.463
154.990
2008
3281.393,92Li nhu n sau thu
3281.936Li nhu n tr c thu
189,541.457,87Chi ph truy n thng
10679.558Chi ph
10880.494Tng doanh thu
%Chnh l ch
Ch tiu
Bng 2.1. K t Qu Hot ng Sn Xut Kinh Doanh N m 2007-2008
TH
NH
LP
DN
NN
B
C
UC
T C
PH
N
C L
PTR
S
M
I
KH
N
G
NH
T PH
1955 2002 2008 2009
Nghin Cu Chin Lc Truyn Thng Qung B Thng Hiu Cho Cng Ty TST Tourist
Phng php phntch d liu:
- PP so snh chnh lch- Phng php phntch SWOT- PP hi quy d bodoanh thu
PHNG PHPNGHIN CU
Phng php thu th ps liu v x l s liu:
- D liu th cp
- D liu s cp
CHNG 3. NI DUNG V PHNG PHP NGHIN CU
Nghin Cu Chin Lc Truyn Thng Qung B Thng Hiu Cho Cng Ty TST Tourist
PTTTNGNH DL
PTTTNGNH DL
KSKHKSKH
Tng kt th trngDu Lch Vit Nam
Tng kt th trngqung co ngnh DuLch
S lc TST TOURIST v cc ith chnh: Vietravel, Saigon Tourist, BnThnh Tourist, Fiditoursit, Transviet
Mc nhnbit Thnghiu
PT Th Trng
CHIN LCTTQBTH CHOTST TOURIST
CHIN LCTTQBTH CHOTST TOURIST
Thc trng hotng thchin
SWOT
THC TRNGTST TOURISTTHC TRNGTST TOURIST
CHNG 4. KT QU V THO LUN
Nhim v truy n thng- t v tr hng u v mc nhn bit thnghiu ca ngnh Du Lch Vit Nam trong nhm khchhng mc tiu
- Thng bo n khch hng mc tiu ca TST TOURIST v chng trnh khuyn mi
ra chi n lc truy n thng t ng th Phn b ngn sch v d kin DT t c
Nghin Cu Chin Lc Truyn Thng Qung B Thng Hiu Cho Cng Ty TST Tourist
Sn Phm Ni a (GDP): ng gp ca ca ngnh kinh t Du Lch (bao gm vn chuyn,
khch sn, dch v n ung, gii tr, v cc dch v khc cho du khch) cho GDP Vit Nam khong 13.6% (VND178,993.0 t / US$11,007.5 triu) trong 2008 ln 15.4% (VND559,446.0 t / US$24,986.4 triu) vo nm 2018.
Lao ng: ng gp ca ca ngnh kinh t Du Lch cho th trng lao ng
Vit Nam c tnh tng ln 4,891,000 cng vic trong nm 2008 (10.8% trong tng s lao ng); v tng ln12.3% vo nm 2018 (6,518,000 cng vic)
Mc tng tr ng T l tng ca ngnh kinh t Du Lch trong nm 2008 l 6.0% (c
tnh); v trung bnh hng nm l 7.5% t 2009-2018
13.6%
10.8%
6.0%
CHNG 4. KT QU V THO LUN
Nghin Cu Chin Lc Truyn Thng Qung B Thng Hiu Cho Cng Ty TST Tourist
Chi ph qung co gim 49% trong 8 thng u nm 2008, ch yudo gim trong vic ti tr cc chng trnh
Qung co trong 8 thng nm 2008: ng u l Singapore Tourism Board (US$198K), tip theo l Saigon Tourist (US$170K) v Vietravel (US$118K) khng tnh Vinasun
Media Mix: S dng ch yu qung co bo
Tivi: ti tr chng trnh
Online: hu ht cc cng ty du lch u ch trng xy dngwebsite, ngoi ra cn s dng search engine (TST Tourist, Vietravel, Viet M Tourist); web banner
Seasonality: qung co theo chin dch nhng u trong nm
CHNG 4. KT QU V THO LUN
Nghin Cu Chin Lc Truyn Thng Qung B Thng Hiu Cho Cng Ty TST Tourist
Hnh 4.1. Qu ng co cc TH chnh (h u ht u tng)
115
6 74 9
2 92
3 0 2 713 19 9
4 0 5
19 8170
1188 7 77
57 55 523 4 3 2 2 8 2 5 2 4 19 14
10 4
15673 %
152 %
- 2 5%
78 %
16 9 %
2 75%
- 50 %
13 % 2 %
9 2 %
2 8 %
10 6 %
- 9 7%
0
50
100
150
200
250
300
350
400
450
SINGAPORE
TOURISM
SAIGON
TOURIST
VIETRAVELFIDITOURIST YOUTH
Tourist
TST
TOURIST
PHU THO
Tourist
MALAYSIA
Tourist
TRANSVIET
Tourist
DAT THU
TOURIST
DYNAMIC
KOREA
GLOBAL
HOLIDAYS
Tourism
HOAN MY
Tourist
BEN THANH
Tourist
THAILAND
TOURISM
-150%
-100%
-50%
0%
50%
100%
150%
200%
250%
300%
Jan-Aug 07 Jan-Aug 08 % Growth
u t qung co ngnh Du Lch tng hng nmtuy nhin gim khmnh trong 8 thng u 2008, ch yu do gim cc chng trnh titr (-88% YTD2008 vs. YTD2007)
Bo chim t trng cao qua cc nm nhng xu hng ny ang gim: TV dn tng mnh
Ngun: TNS Media Vietnam v TTTH
Nghin Cu Chin Lc Truyn Thng Qung B Thng Hiu Cho Cng Ty TST Tourist
Knh v u bo qu ng co s dng ch yu
331
224
134
83
26
75
57
4
42
57
55
159
250
186
104
68
61
53
36
26
23
22
17
90
0 50 100 150 200 250 300 350
THANH NIEN
TUOI TRE
SAIGON TIEP THI
TUOI TRE CHU NHAT
TIEP THI & GIA DINH
LAO DONG
NGUOI LAO DONG
SaiGon Giai Phong ThuBay
THOI BAO KINH TESAIGON
HERITAGE
VIETNAM NEWS
Others
Thousands US$
986
326
266
185
57
59
0
36
106
20
14
50
28
26
22
28
0 200 400 600 800 1,000 1,200
HTV7 (HCMC)
HTV9 (HCMC)
BTV2 (Binh Duong)
VTV3 (National)
HN1 (HN6)
BTV1 (Binh Duong)
LA34 (Long An)
Others
Thousands US$
2007
Jan-Aug 08
Bo in: bo c s lng ngi c ln (Thanh Nien, Tuoi Tre)Media vehicles: Tivi (HTV7/9 v VTV3).
Ngun: TNS Media Vietnam v TTTH
Nghin Cu Chin Lc Truyn Thng Qung B Thng Hiu Cho Cng Ty TST Tourist
SAIGON TOURIST
VIETRAVEL
BENTHANH TOURIST
FIDITOURIST
SINGAPORE TOURISM BOARD
I THCHNH
I THI THCHCHNHNH
CHNG 4. KT QU V THO LUN
Nghin Cu Chin Lc Truyn Thng Qung B Thng Hiu Cho Cng Ty TST Tourist
Saigon Tourist - summary
Qun l cc trang web chuyn du lch theo ma: www.dulichhe.com, www.dulichthu-dong.com, www.dulichtet.com vwww.dulichkhuyenmai.com
Xy dng blog du lch min ph www.blogdulich.com
Hot ng qung co:
y mnh qung co mnh trong nm 2008. 14% tng chi phtng chi ph ca 8 thng u nm 2008, ch sau STB (16%)
Media mix: ch yu l Bo in (63% tnh n 8/2008)
Knh truyn hnh v u bo: knh HTV v cc bo x hi
Hot ng ti tr: Huyn B Sng Hng (11/2007-3/2008); K SHnh Trnh Theo Chn Bc (6/2008-nay) trn HTV7/9
Nghin Cu Chin Lc Truyn Thng Qung B Thng Hiu Cho Cng Ty TST Tourist
Hnh 4.2. Saigon Tourist - Chi ph qu ng co
1411
3610
25
1757
37
013
32
67
015
5262
39
67
0
20
40
60
80
100
120
140
160
180
Y2004 Y2005 Y2006 Y2007 Jan-Aug 07 Jan-Aug 08
TV Spot TV non-spotMagazine Newspaper
'000 US$
Ngun: TNS Media Vietnam v TTTH
11,594
1,590
57,288
6,248
HTV7 (HCMC)
HTV9 (HCMC) 2007YTDAug08
18,091
17,647
11,529
24,017
8,017
9,938
1,136
9,027
18,780
18,161
18,153
11,773
10,686
9,774
8,210
10,323
THANH NIEN
TUOI TRE CHU NHAT
TUOI TRE
SAIGON TIEP THI
NGUOI LAO DONG
THOI BAO KINH TE SAIGON
S.G.G.P Thu Bay
Others
Nghin Cu Chin Lc Truyn Thng Qung B Thng Hiu Cho Cng Ty TST Tourist
Vietravel - summary
nh hng chin lc pht trin ca Vietravel:
u t pht trin mng li kinh doanh,m rng th trng c trongv ngoi nc
a dng ha lnh vc hot ng
Ci tin,nng cao cht lng sn phm,dch v, c bit l hon thinchnh sch chm sc khch hng
"Nh t chc du l ch chuyn nghi p" tm khu vc
Hot ng qung co:
Thnh lp mng bn tour trc tuyn u tin ti Vit Nam, website www.travel.com.vn
C chi ph qung co th 3 trong ngnh Du Lch (10% tng chi ph ca8 thng u nm 2008).
Media mix: Bo in v tp ch, trong ch yu l qco bo (95%)
Knh truyn hnh v u bo: HTV7/VTV3 (ti tr PPL) v bo x hi
Nghin Cu Chin Lc Truyn Thng Qung B Thng Hiu Cho Cng Ty TST Tourist
Hnh 4.3. Vietravel - Chi ph qu ng co
18
69
12
76
1116
112
16
17
187
312
141
5
112
0
50
100
150
200
250
Y2004 Y2005 Y2006 Y2007 Jan-Aug 07 Jan-Aug 08
NewspaperMagazineTV non-spot
'000 US$
Ngun: TNS Media Vietnam v TTTH
126,269
27,199
18,105
7,770
455
3,276
4,035
13,236
1,727
69,581
1,786
2047
15,357
13,390
6,479
4,320
3,502
2,329
1,136
THANH NIEN
SAIGON TIEP THI
TUOI TRE
NGUOI LAO DONG
S.G.G.P Thu Bay
LAO DONG
SAI GON GIAI PHONG
TUOI TRE CHU NHAT
TIEP THI & GIA DINH
Others
2007
YTD Aug08
12,795
2,985
591
HTV7 (HCMC)
VTV3 (National)
Others2007
Nghin Cu Chin Lc Truyn Thng Qung B Thng Hiu Cho Cng Ty TST Tourist
Ben Thanh Tourist - summary
nh hng pht trin Tip tc pht trin a dng cc sn phm, y mnh qung
b, m rng th trng trong v ngoi nc. Nng cao cht lng dch v vi phng chm Tinh t trong
phong cch phc v nhm khng nh s chuyn nghip, uytn thng hiu, to lng tin vi du khch trong v ngoi nc.
Hot ng qung co: C qung co thp trong ngnh Du Lch, 2% tng chi ph ca 8
thng u nm 2008. Media mix: Bo in, trong tp ch l ch yu (53%) Knh truyn hnh v u bo: cc tp ch x hi
Nghin Cu Chin Lc Truyn Thng Qung B Thng Hiu Cho Cng Ty TST Tourist
Hnh 4.4. Ben Thanh Tourist - chi ph qu ng co
7
6
4
6
7
6
6
14
2
12
1
8 10
9
0
5
10
15
20
25
30
35
Y2004 Y2005 Y2006 Y2007 Jan-Aug 07 Jan-Aug 08
TV Spot TV non-spotMagazine Newspaper
'000 US$
-26%
+226%
-58%
+106%
Ngun: TNS Media Vietnam v TTTH
568
6,065
0
2,898
1,819
1,124
1,478
4,092
3,200
3,069
2,698
2,343
1,992
796
721
TUOI TRE CHU NHAT
SAIGON TIEP THI
SaiGon Giai Phong Thu Bay
THANH NIEN
THE GIOI VAN HOA
NGUOI LAO DONG
TUOI TRE
Others
2007
YTD Aug08
Nghin Cu Chin Lc Truyn Thng Qung B Thng Hiu Cho Cng Ty TST Tourist
Hnh 4.5. FIDITOURIST - chi ph qu ng co
5
19
5
29
12
42
16
62
8
40
19
68
0
10
20
30
40
50
60
70
80
90
Y2004 Y2005 Y2006 Y2007 Jan-Aug 07 Jan-Aug 08
Magazine Newspaper
'000 US$
+44%
+61%
+44%
+78%
Ngun: TNS Media Vietnam v TTTH
20,487
20,108
18,401
10,800
2,840
2,214
1,131
2,307
28,442
22,706
10,280
6,453
5,680
3,779
3,410
6,053
THANH NIEN
TUOI TRE
SAIGON TIEP THI
THOI BAO KINH TE SAIGON
TUOI TRE CHU NHAT
PHU NU CHU NHAT
SAI GON GIAI PHONG
Others
2007
YTD Aug08
Nghin Cu Chin Lc Truyn Thng Qung B Thng Hiu Cho Cng Ty TST Tourist
Hnh 4.6. Singapore Tourism Board (STB) - chi ph qu ng co
05
83
054
101
291
53
121
77
1841
77
929
97
76
25
0
50
100
150
200
250
300
350
400
450
500
Y2004 Y2005 Y2006 Y2007 Jan-Aug 07 Jan-Aug 08
TV Spot MagazineNewspaper
'000 US$
+76%
+199%
-71%
+73%
STB s dng qu ng co truy n hnh kh cao (49% t ng chi ph c a 8 thng u nm 2008)
Ngun: TNS Media Vietnam v TTTH
76,873
50,488
45,174
VTV3 (National)
HTV7 (HCMC) 2007YTDAug08
2,025
56
7,615
7,841
7,899
4,091
48,750
10,323
3,138
3,410
1,120
18,585
6,438
3,410
3,750
4,686
4,886
5,467
8,442
18,750
TIEP THI & GIA DINH
SAIGON TIEP THI
DOANH NHAN SAIGON CUOI TUAN
THE GIOI VAN HOA
NGUOI DEP VIET NAM
THOI TRANG TRE
TUOI TRE
PHU NU CHU NHAT
THANH NIEN
THE THAO & VAN HOA
THOI BAO KINH TE SAIGON
TUOI TRE CHU NHAT
VIETNAM NEWS
Others
Nghin Cu Chin Lc Truyn Thng Qung B Thng Hiu Cho Cng Ty TST Tourist
CHNG 4. KT QU V THO LUN
Nghin Cu Chin Lc Truyn Thng Qung B Thng Hiu Cho Cng Ty TST Tourist
- u t pht trin mng liKD, m rng th trng- a dng ha lnh vc- Ci tin,nng cao cht lngSP-DV, hon thin chnh schchm sc KH Lun nghnh cng b n"
-QC bo, tp ch- Hot ng xh, ti tr, t thin- Thnh lp website http://tsttourist.com
Hot ng qu ng co, pr nh h ng CLPT
Chng trnh KM nh k
Thu ht KH mi thng qua cc chng trnh khuynmi nh: Ma H Si ng, Thu Mun Li
Cng tc ch m sc KH
Chm sc KH c: gi thcm n, in thoi hithm, tng thip sinh nht...
TST TOURIST - cc ho t ng chnh
CHNG 4. KT QU V THO LUN
Nghin Cu Chin Lc Truyn Thng Qung B Thng Hiu Cho Cng Ty TST Tourist
LOGO
20
8
30
200
115
1,009THANH NIEN
TUOI TRE
SAI GON GIAI PHONG
Others
20072008
192.2238
662
0
100
200
300
400
500
600
700
PR TT xa PR TT gn Qung co tour
Chi ph
Hnh 4.8. TST TOURIST - Chi ph cc lo i hnh qu ng co n m 2008
Hnh 4.7. TST TOURIST - Chi ph qu ng co n m 2007-2008
410
62
0
10
20
30
40
50
60
70
80
Y2007 Y2008
N ewsp aper
M agaz ine
T V Spo t
' 0 0 0 US $
Ngun: TST Tourist v TTTH
Ngun: TST Tourist v TTTH
Nghin Cu Chin Lc Truyn Thng Qung B Thng Hiu Cho Cng Ty TST TouristNgun: TST Tourist v TTTH
Hnh 4.9. Chi Ph Ho t ng Truy n Thng 2007 - 2008
520000
765686
30200
35456
1203785
35630
95000109000
88500 112930
2007 2008
Qung Co
T Chc S Kin
Qu Tng-Chm ScKHKhuyn Mi
Chi Ph Website
CHI PH TRUYN THNG
74496
154990
2227
769
150236
73136
425
1819
2007 2008
Li NhunChi Ph KhcChi Ph TTDoanh Thu
T L CPTT VI DOANH THU T C
CHNG 4. KT QU V THO LUN
Nghin Cu Chin Lc Truyn Thng Qung B Thng Hiu Cho Cng Ty TST TouristNgun: TTTH
0
500
1000
1500
2000
2500
3000
3500
Cam
puch
iaTh
i La
nM
alay
siaSi
ngap
ore
Sing
-Ma
Hong
kong
HK-
Mac
au
HK-M
C-QC
-TQ
TH-H
C-TC
BK -
THTH
-Ty
An
BK -
THNa
m P
hi c
TST Tourist
Vietravel
USD
0
500
1000
1500
2000
2500
3000
3500
Cam
puch
iaTh
i L
anM
alays
iaSi
ngap
ore
Sing
-Ma
Hong
kong
HK-M
acau
HK-
MC-
QC-
TQTH
-HC-
TCBK
- TH c
TST Tourist
Fiditour
USD
0
500
1000
1500
2000
2500
3000
Thi Lan Malaysia Sing-Ma Hongkong HK-Macau
HK-MC-QC-TQ
Nht Bn c
TST Tourist
Festival
USD USD
Chin Lc Gi Ca TST TOURIST So Vi Cc i Th Chnh
Hnh 4.10. TST TOURIST V VIETRAVEL Hnh 4.11. TST TOUR IST V FIDITOUR
Hnh 4.12. TST TOURIST V FESTIVAL Hnh 4.13. TST TOURI ST V TRANSVIET
0
100
200
300
400
500
600
700
Cam
puch
ia
Thi
Lan
Mal
aysia
Sin
gapo
re
Sin
g-M
a
Hon
gkon
g
HK-
Mac
au
TH-H
C-T
C
TH-T
y A
n
TST Tourist
Transviet
Nghin Cu Chin Lc Truyn Thng Qung B Thng Hiu Cho Cng Ty TST Tourist
Hnh 4.14. T L Khch Theo a Bn
S liu
Qun 21%
Qun 41%
Qun 63%
Qun 83%
Qun 114%
G Vp4%
Tn Bnh7%
Khng r19%
Ngoi thnh 7%
Tnh16%
Ph Nhu n4%
Bnh Th nh7%
Qun 105%
Qun 72%
Qun 55%
Qun 36%
Qun 17%
Qun 1
Qun 2
Qun 3
Qun 4
Qun 5
Qun 6
Qun 7
Qun 8
Qun 10
Qun 11
Bnh Thnh
G Vp
Ph Nhun
Tn Bnh
Ngoi thnh
Tnh
Khng r
Lng Khch V Chn Dung Khch Hng M c Tiu
Ngun: TST Tourist v TTTH
Nghin Cu Chin Lc Truyn Thng Qung B Thng Hiu Cho Cng Ty TST Tourist
31 - 4020%
26 - 3010%
18 - 2512%
Di 1815%
Khng r2%Trn 50
22%
41 - 5019%
Di 18
18 - 25
26 - 30
31 - 40
41 - 50
Trn 50
Khng r
Hnh 4.16. T L Khch Hng Theo Gi i Tnh
Nam40%
N55%
Khng r5%
Nam
N
Khng r
140 117
358
703
204 198
629
737
501
615
1048
1386
811
1130
709
1001
181240 221
324
422
571
452
692
0
200
400
600
800
1000
1200
1400
T1 T2 T3 T4 T5 T6 T7 T8 T9 T10 T11 T12
Nam
N
Ngun: TST Tourist v TTTHNgun: TST Tourist v TTTH
Ngun: TST Tourist v TTTH
Hnh 4.15. T L Khch Hng Theo Tui
Nam40%
N55%
Khng r5%
Nam
N
Khng r
140 117
358
703
204 198
629
737
501
615
1048
1386
811
1130
709
1001
181240 221
324
422
571
452
692
0
200
400
600
800
1000
1200
1400
T1 T2 T3 T4 T5 T6 T7 T8 T9 T10 T11 T12
Nam
N
Nghin Cu Chin Lc Truyn Thng Qung B Thng Hiu Cho Cng Ty TST Tourist
S LNG KHCH TNG TH TRNG
Hnh 4.17. Ni a
15
52
8
98
152
154
63
39
0 20 40 60 80 100 120 140 160
Thng 1
Thng 2
Thng 3
Thng 4
Thng 5
Thng 6
Thng 7
Thng 8
Thng 9
Thng 10
Hnh 4.18. Kh i khch l FITa. Th trng g n
17197
197
34
120
21
83
3913
68
391
151
15
134
356
8412
72
583
212
16
156
370
136
47
130
345
147
76
153
2875
823
102
6319
105
0
100
200
300
400
500
600
700
800
900
1000
T1 T2 T3 T4 T5 T6 T7 T8 T9 T10
Ma-Brunei
Sing-Ma
Campuchia
TQ - HK
Thi Lan
b. Th trng xa
25
19
22
16
2
20
16
19
8
11
19
28
27
24
9
31
13
5
13
9
7
18
1
15
11
0
20
40
60
80
100
120
T2 T4 T5 T6 T7 T8 T9 T10
Nht Bn
n
Hn Quc
M
c
Chu u
Ngun: TST Tourist v TTTH
Nghin Cu Chin Lc Truyn Thng Qung B Thng Hiu Cho Cng Ty TST Tourist
S LNG KHCH TNG TH TRNG
0
50
100
150
200
250
300
350
T3 T4 T5 T6 T7 T8 T9 T10
Tour khc
Nht Bn
Hn Quc
M
Chu u
Lo
Sing-Ma
Campuchia
TQ - HK
Thi Lan
Ngun: TST Tourist v TTTH
146
86
316
124
91
128
166
57
450
0
50
100
150
200
250
300
350
400
450
Thng 2 Thng 3 Thng 4 Thng 5 Thng 6 Thng 7 Thng 8 Thng 9 Thng 10
b. Ni a
Hnh 4.19. Kh i khch on GITa. Outbound
Nghin Cu Chin Lc Truyn Thng Qung B Thng Hiu Cho Cng Ty TST Tourist
7 4
2 5
6 3
4 6
2 6
3 5
30
10
20
30
40
50
60
70
80
Sch-bo-tp ch
Bng rn,pano, p
phch
Internet Tivi Radio Video clip(taxi,mediaonlice,
building...)
Hi ch,t rin lm,s kin
Khc
Hnh 4.20. Phng Tin c S DngCh Yu Qung Co Trong Du Lch
Hnh 4.21. T L p Vin Thng iDu L ch
3
19
66
5 70
10
20
30
40
50
60
70
Rt thng xuyn Thng xuyn Thnh thong t Rt t
15
61
14 6 40
20
40
60
80
Rt nhiu Nhiu Bnh thng t Rt t
Hnh 4.22. nh Hng Ca Qung ConQuyt nh Chn Cng Ty Du Lch
Ngun : K t Qu iu Tra
Nghin Cu Chin Lc Truyn Thng Qung B Thng Hiu Cho Cng Ty TST Tourist
46%
54%
40% 45% 50% 55%
Khng
C
Hnh 4.23. Nhn Bit Thng Hiu TST Tourist
29% 25%
46%
16%
4%
18% 18%
0%
10%
20%
30%
40%
50%
Bo-tpch
Email/Website
Bn b,ngi thn
Tivi Th ng/t bm
Hi ch Bng hiucng ty
Hnh 4.25. Ngun Nhn Bit TST Tourist
Hnh 4.24. S p Vin Tng c/ Nghe Mu Qung Co v TST Tourist
Ngun : K t Qu iu Tra
Nghin Cu Chin Lc Truyn Thng Qung B Thng Hiu Cho Cng Ty TST Tourist
Hnh 4.27. Cc Phng Tin Truy n Thng c S Dng Ch Yu
34%
44%
21%
1%
44%
28%
22%
4%2%
20%
27%
52%
1%
1%4%
89%
6%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Tivi Bo-tp ch Internet Khc
Rt t
t
Thnh thong
Thng xuyn
Rt thng xuyn
Ngun : K t Qu iu Tra
Nghin Cu Chin Lc Truyn Thng Qung B Thng Hiu Cho Cng Ty TST Tourist
21%
25%
54%
a dng, phongph, n tngBnh thng
Trn lan, ln xn
61%
28%
6%1%1%1%2%
1%
18%
13%
26%
11%
8%
16%
7%
13%
32%
28%
15%
6%1%2%3%
5%2%5%
27%
22%
19%
8%
12%
19%
15%
38%
15%
7%
3%3%
1%5%
8%
10%
28%
39%
8%1%
1%2%
19%
24%
47%
7%
1%4%
6%
5%
16%
68%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Truynhnh
Truynthanh
Bo in Qung congoi tri
Internet Phim Video Cinema Khc
8
7
6
5
4
3
2
1
Ngun : K t Qu iu Tra
Hnh 4.28. Knh Qung Coc p Vin Tip Nhn Nht(xp t 1 n 8)
Hnh 4.29. Hin Trng Qung Co Hin Nay
Nghin Cu Chin Lc Truyn Thng Qung B Thng Hiu Cho Cng Ty TST Tourist
57
88
45
9 14 8 9
37
24
12
26
3 70102030405060708090
100
Than
h ni
n
Doan
h nh
n S
i G
n
Viet
nam
news
Khc
Hnh 4.30. Ccu Bo - Tp Chp Vin Thng Xem
Ngun : K t Qu iu Tra
Nghin Cu Chin Lc Truyn Thng Qung B Thng Hiu Cho Cng Ty TST Tourist
80
7
60 65 56
18
34
0
20
40
60
80
100
VTV3 HTV6 HTV7 HTV9 VTC SCTV Khc
Hnh 4.31. Cc Knh Truyn Hnhp Vin Thng Xem
9%
41%
22%
12%
16%
5%
19%
41%
12%
23%
30%
39%
25%
3%3%
20%
46%
21%
3%
10%
19%
27%
41%
1%
12%
19%
43%
35%
2%1%
30%
41%
26%
3%
48%
38%
13%
1%
1%4%
33%
39%
23%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
S xut hinca cc
nhn vt niting hay
cc chuyngia
S xut hinca nhngngi bnhthng gngi vi cuc
sng
S mi lca snphm
C tnh hihc vui
nhn
Ging thuytminh din
cm, t ngd hiu, d
nh
Hnh nh,mu sc
Nhc nn,vn iu
S c o,sng to
Yu t khc
Khng quantrng
Khng quantrng nhiu
Bnh thng
Kh quantrng
Rt quantrng
Hnh 4.32. Yu TThuyt Phc p Vin Khi Xem Qung Co Trn Tivi
Ngun : K t Qu iu Tra
Nghin Cu Chin Lc Truyn Thng Qung B Thng Hiu Cho Cng Ty TST Tourist
38
48
31
79
20
58
22
Nghe v ti nhc Chat, tham gia cc din nVit Blog c bo onlineChi v ti game S dng cc dch v trc tuynKhc
46 43 42
74
53
22
8
76
37
21 17
211
01020304050607080
www.
24h.
com
.vn
www.
than
hnien
.com
.vn
www.
dant
ri.vn
www.
tuoi
tre.co
m.v
n
www.
vnex
pres
s.net
www.
ngoi
sao.
net
www.
eva.
net
www.
goog
le.c
om
www.
vietn
amne
t.vn
www.
vnec
onom
y.vn
www.
nhac
so.n
etww
w.th
egio
i.vn
Khc
Hnh 4.33. Cc Website p Vin Thng Truy Cp
Ngun : K t Qu iu Tra
Hnh 4.34. Mcch Khi Truy Cp Internet
Nghin Cu Chin Lc Truyn Thng Qung B Thng Hiu Cho Cng Ty TST Tourist
Nghin Cu Chin Lc Truyn Thng Qung B Thng Hiu Cho Cng Ty TST Tourist
OPPORTUNITIES - O
1. Th trng KDDV ang b c u hi ph c2. Chu s tip tc l im n hp dn, an ton cho du khch trong n m 20093. Cng tc xc ti n, qu ng b du l ch mang t mQG ngy cng th ng xuyn v t t hn4. Khch du l ch cho r ng kh ng ho ng kinh t khng nh h ng n k hoch du l ch c a h5. VN gia nh p AFTA, WTO. Chnh tr n nh6. Cc cng ty du l ch ch a ch tr ng m nh vohot ng truy n thng-makerting.
THREATHS T
1. Ngnh d ch v du l ch c nh tranh kh gay gt trn th trng
2. Chi ph truy n thng cao3. Gi nhin li u tng4. Xu hng du l ch t tc t ng5. Tnh hnh chnh tr ti mt s nc Chu
c nhi u bi n ng.6. Dch cm A/H1N1
STRENGTHS S
1. C mqh t t t T n P h trv vn, ti chnh2. Th phn ngy cng t ng3. Mi tr ng lm vi c tt, chuynmn tay ngh nhn vin makertingngy cng cao4. Thit k nhi u ch ng trnh tour mi: h p dn, ti n li, gi linh ho t5. Cht lng DV c nh gi t t6. H tng c s, trang thi t b tt
S O
1. Tng c ng chi n d ch truy n thng -marketing nh tng c ng ho t ng PR, qungco,.. duy tr v gia t ng m c nhn bi tthng hi u.2. M rng thm nh p th trng trong n c. Cng c v pht tri n th trng n c ngoi.3. a dng ha s n ph m, ch tr ng th trngoutbound . Khch hng m c tiu l khch n .4. Tip tc pht huy th mnh v gi c a cc gisn ph m v d ch v ca doanh nghi p.
S T
WEAKNESSES W
1. Mi c phn ha, KD cn h n ch 2. Hot ng truy n thng cn h nch3. S h tr, ng nh t ch a cao4. Nghin c u, pht tri n SP mi cnyu. Cha c s sng t o, i minhi u
W O W T1. Nng c p ch t lng Website ca cng tykhai thc cc lo i hnh d ch v trc tuy nnh ng k tour tr c tuy n, d ch v toncu tr c tuy n.2. Tng c ng chnh sch u i, khuy nmi3. Xy dng lc lng bn hng chuynnghi p.
1. Tch c c duy tr pht tri n cng tc PR.2. Ch tr ng cng tc to s khc bi t, csc ring v thng hi u.
1. Pht tri n sn ph m, tn dng khai thcht nh ng im mnh c a doanh nghi p.2. Tng c ng n i lc, o to i ng nhn vin . Kch thch s sng t o, nngcao nghi p v ca nhn vin, ra nhi usn ph m mi - nng cao n ng l c cnhtranh c a doanh nghi p trn th trng.3. Tn dng im mnh v kh nng tichnh, m rng th trng ti m nng c adoanh nghi p.4. Pht huy t t h thng qu n l nhn hi u, cht lng, kh ng nh uy tn th ng hi u.
Nghin Cu Chin Lc Truyn Thng Qung B Thng Hiu Cho Cng Ty TST Tourist
GII PHP 2GII PHP 2D KI N
DOANH THUD KI N
DOANH THU
GII PHP 1GII PHP 1
Website
PThi quy
QCTip th
D KI NNGN SCH
D KI NNGN SCH
XUTCHI N LC
Khuy nmi
Xc ti nTM
CHNG 4. KT QU V THO LUN
Nghin Cu Chin Lc Truyn Thng Qung B Thng Hiu Cho Cng Ty TST Tourist
TIVITIVI
INTERNETINTERNETVIDEO-CLIPVIDEO-CLIP
QCQC
H SI NGTHU MUN LI
XUN PHT L C
H SI NGTHU MUN LI
XUN PHT L C
HNKHHNKH KMKM
Hi chHi ch
Bn hngBn hngXTTM
BOBO
CHNG 4. KT QU V THO LUN
TV:1. Ti tr chng trnh Du l ch
khm ph2. Pop-up trong cc ch ng trnh c
rating cao3. PPL a thng hi u vo phim
Nghin Cu Chin Lc Truyn Thng Qung B Thng Hiu Cho Cng Ty TST Tourist
Chin d ch bo ch chia lm 2 giai on: Giai on 1: t 01/12/2008 n 31/01/2009 (Chi n
dch Xun) Giai on 2: t thng 5/2009 8/2009 (Chi n d ch H)
Tp trung ch yu vo: Cc u bo, t p ch c ph rng qung b v
chng trnh. u tin v tr t t (v tr g n ba, trang 1, trang n i
dung) nhanh chng t o s nhn bi t v chngtrnh.
Chin Lc Bo Ch Ngh
Nghin Cu Chin Lc Truyn Thng Qung B Thng Hiu Cho Cng Ty TST Tourist
Cc u Bo Ngh
Nghin Cu Chin Lc Truyn Thng Qung B Thng Hiu Cho Cng Ty TST Tourist
Chin Lc Online Ngh
Nghin Cu Chin Lc Truyn Thng Qung B Thng Hiu Cho Cng Ty TST Tourist
2 phng ch VIP ti sn bay Tn
Sn Nht ( TP HCM ) v sn bay Ni
Bi ( Hn ) c trang b h thng my
tnh ci sn trang ch 24h.com.vn
450.000 my tnh bn ra mi nm t
50 cng ty my tnh hng u Vit
Nam ci sn trang ch 24h.com.vn.
6.000 im truy cp internet c ci
trang ch 24h.com.vn. Tng
ng vi 120,000 my.
24h.com.vn: website gi i tr s mt VN
98,5 % ngi truy cp sng ti VN
54,5 % lng truy cp l n gii
Lng truy cp: 5,6 tri u lt / ngy
Qung co Banner trn trang web
http://24h.com.vn
Nghin Cu Chin Lc Truyn Thng Qung B Thng Hiu Cho Cng Ty TST Tourist
Qung co Banner trn trang web
http://vietnamnet.vn
Nhiu gi i th ng danh d :
A. Gii thng asian pacific ict 2002 cho best entertainment
application.
B. Gii bo in t hay nht 2002-2003-2004.
C. Gii thng sao vng vit nam cho sn phm ict hay nht.
D. Website c a thch nht do c gi tp ch pc world
vietnam bu chn.
Bo in t chuyn nghip, uy tn nht Vit Nam
Lng truy cp: 5,7 tri u lt mi ngy.
i tng: Thng nhn, chnh tr gia, ngi c hc vn.
Bo in t duy nh t ti
Vit Nam, th ng xuyn
mi quan ch c chnh
ph tr li tr c tuy n
Nghin Cu Chin Lc Truyn Thng Qung B Thng Hiu Cho Cng Ty TST Tourist
Qung co Banner trn trang web
http://eva.vn
Website dnh cho n gii
Ni dung c sc:
1. Thi trang, lm p, mua sm tt c cc thng tin m n gii quan tm.
2. Eva Club: Ni cc ch em tm s & chia s kinh nghim v mi vn gia nh, x hi
3. Eva dating: Ni hn h ca nhng ngi c thn v ang c nhu cu tm kim mt na.
Page view: 1,600,000 lng truy cp mi ngy
i tng: 98,5 % l n gii c tui t 20 n 45.
60 % l i tng c gia nh
Nghin Cu Chin Lc Truyn Thng Qung B Thng Hiu Cho Cng Ty TST Tourist
Chin Lc Qung Co Video Clip
Hnh ng
Quan tm
Mong mu n
Nhn th c
Thu hi u
Mua hng
Ni dung qu ng co nh c nh vsn ph m v th ng hi u
Qung co tivi ctc d ng xydng nh n th cv hnh nhthng hi u
ni cng c ng, khchhng th ng qunnhng hnh nh xemtrn TV nh v b nhhng b i ho t ngca cc i th cnhtranh (Below the line)
V vy, tng c nghin di n cathng hi u ti nicng c ng l cchhiu qu tngdoanh s bn hng
Nghin Cu Chin Lc Truyn Thng Qung B Thng Hiu Cho Cng Ty TST Tourist
Qung co Video Clip trn h thng Taxi Vinasun
+ i tng qung co taxi nhm n l nhng i tng khchhng c hc vn, c c tnh, c thu nhp trn mc trung bnh kh vc kh nng chi tiu cao.
+ Chng trnh dnh cho gii tr, phim nh, tin tc c bintp chuyn nghip, phong ph, hp dn. Hnh khch i xe s lunc thng thc nhng chng trnh hay, hp dn v thit thc.
+ im n v thi gian hnh trnh ngn nn hnh khch khngth ng nh khi i tu hay xe khch ng di. V vy, clip qung cos lun c khch hng tip nhn.
+ Thi gian quay vng clip l 20 pht/ln, thi lng pht l 17 gi/ngy.
+ S ln lp li qung co: 50 ln/ngy
+ Phc v trung bnh 50 lt khch/ngy, 35.000 lt/tun.
Nghin Cu Chin Lc Truyn Thng Qung B Thng Hiu Cho Cng Ty TST Tourist
+ Knh qung co ny hng ti i tng khch hng mc tiu l ccdoanh nhn, gim c, nhn vin vn phng... nhng ngi c thu nhpcao v chi tiu nhiu nht.
+ V tr lp t: khu vc thang my hoc trong thang my. Trung bnh1.462 lt ngi/ngy/building. Tng ng 7.310 lt ngi/tun (5 ngy)/building.
+ Thi gian ch thang my trung bnh 2 pht cho mi ln s dng.
+ S lt xem trung bnh trn 2 ln/ngy/building l 2.924 lt.
+ Nhn vin vn phng ch n ni dung qung co 3,2 ln trn t tngs 5,7 ln/ngy i thang my (56%).
+ Hn 70% khch hng thy LCD cng cng bng hoc tt hn ti vi tinh trn kha cnh l mt knh qung co.
+ Thi lng pht: trung bnh 60 ln/ngy
Qung co Video Clip trn h thng LCDca cc building t i TP.HCM
Nghin Cu Chin Lc Truyn Thng Qung B Thng Hiu Cho Cng Ty TST Tourist
Qung co video clip trn trang chuyn m cTui tr Media Online
Nghin Cu Chin Lc Truyn Thng Qung B Thng Hiu Cho Cng Ty TST Tourist
4.449.466.000 TNG CNG
260.000.000 Hi ch tri n lm
Bn hngXC TIN TM
2.892.216.000
Bo inTivi
OnlineVideo Clip
Thc hi n thm
KNH QUNG CO TIP TH
1.297.250.000
Xun Pht L cH Si ng
Thu Mun L iHi ngh khch hng
CC CHNG TRNH KHUYN
MI
THNH TINNI DUNG
Bng 4.1. Chi ph d kin cho GP1
CHNG 4. KT QU V THO LUN
Nghin Cu Chin Lc Truyn Thng Qung B Thng Hiu Cho Cng Ty TST Tourist
Thng m i in t mang l i cho DN nh ng g?
1. Tip cn khchhng d hn
2. Phc v khchhng hiu qu
3. Bn c hngnhiu hn
4. Gii thiu snphm sinh ng
5. Th nghim dch vv sn phm mi
6. Thu ht squan tm ca
ngi tiu dng
7. a dng hoth trng
8. H tr khchhng kp thi9. Cp nht thng
tin nhanh chng
10. Sn c thngtin cho i tc
10 L
10 LI
THI TH
CCA A
THN
G M
THN
G MI
II IN
TN T
Nghin Cu Chin Lc Truyn Thng Qung B Thng Hiu Cho Cng Ty TST Tourist
Buc hai
Bc ba
Bc mtXy dng website:
Mt website csubdomain, host vcc chc nng ca mtwebsite ng:- Gii thiu cng ty- Qun l sn phm.- Qun l tin tc.- H tr trc tuyn (dvbook v tt, dv toncu tt, cung cp thngtin v tr li tt )
Cp nhtwebsite:
Duy tr v a thngtin v sn phm, tin tc hot ng, tin chuyn ngnh v ccthng tin khc ca TST TOURIST
Qung co, giithiu website:
S dng cc hnh thcqung co trc tuyn: t banner, GSO Quicklink qungco cho website caTST. Hp bo gii thiunhng tnh nng cbit trn website caTST
Nghin Cu Chin Lc Truyn Thng Qung B Thng Hiu Cho Cng Ty TST Tourist
Phng chm ca TST:
a doanh nghipv ngi tiu dngn gn nhau hnbng nhng giiphp hiu qu
hn, tit kim hn.
a doanh nghipv ngi tiu dngn gn nhau hnbng nhng giiphp hiu qu
hn, tit kim hn.
Gn hnTit ki m hnHiu qu hn
ww
w.ts
ttour
ist.c
om
Nghin Cu Chin Lc Truyn Thng Qung B Thng Hiu Cho Cng Ty TST Tourist
- ng k tour tr c tuy n: l mt hnh thc hiuqu cho khch hng v nht l i vi du khchquc t.
- Dch v ton c u tr c tuy n: ch cn mt ngtc n gin Nhn chut l c th t muabt c mt sn phm no trong ngnh du lch tv my bay, phng ngh khch sn, thu t chon cc tour du lch trn ton cu thng qua website ca cng ty hoc c th t mua trn gi.
Nghin Cu Chin Lc Truyn Thng Qung B Thng Hiu Cho Cng Ty TST Tourist
Bng 4.2. Bng D Tr Chi Ph Cho Gi i Php 2
350.000.000Tng cng
160.000.000QT khch hng, QT ni dung, tng tc KH4
110.000.000ng k lin kt v hon thin bo mt h thng3
30.000.000CP hosting, tn min, pht trin, cp nht Website2
9.000.000Khc
23.000.000Bo, i, truyn hnh (HTV, VTV)
6.000.000Khch mi (qu tng)
9.000.000Sn khu
3.000.000BuffetHp bo giithiu, qung bdch v Book v trc tuyn vdch v Toncu trc tuyn
1
Thnh tin (ng)Chi phSTT
Ngun tin: TTTH
Nghin Cu Chin Lc Truyn Thng Qung B Thng Hiu Cho Cng Ty TST Tourist
Nhng l i ch m nmang n cho
DN chnh l cu tr li
ww
w.ts
ttour
ist.c
om c c mt website, DN phi mt khong 350 triu cho nm u
tin v 100 triu cho nhng nm tip theo
Nghin Cu Chin Lc Truyn Thng Qung B Thng Hiu Cho Cng Ty TST Tourist
Do phng trnh hi quy n bin, trong bin c lp l tngchi ph truyn thng khng cho bit r vic nh hng n doanhthu l do cc khon mc chi ph no. Do , kha lun ngh thchin phn tch hi qui a bin nhm xem xt cc chi ph truynthng nh chi ph qung co, chi ph PR, chi ph xy dng Website (bin c lp) tc ng n doanh thu (bin ph thuc) ca cng tynh th no.
- Phng trnh hi quy d bo doanh thu vi nh hng ca tngchi ph truyn thng c ngh nh sau:
Doanh thu = 24.085.004.000 + 59,16 T ng chi ph truy n thng
CHNG 4. KT QU V THO LUN
D KIN DOANH THU T C
Nghin Cu Chin Lc Truyn Thng Qung B Thng Hiu Cho Cng Ty TST Tourist
- Phng trnh hi quy d bo doanh thu vi nh hng ca cc nhn t chi ph truyn thngc ngh nh sau:
Doanh thu = 8.216.751.530 + 49,03 Chi ph Qu ng co + 54.11 Chi ph PR + 342.62 Chi ph xy d ng Website
Bng 4.3. D Ki n Cc Chi Ph Truyn Thng v Doanh Thu t c VT: 1000
381.474.644354.421.105327.367.566300.314.028355.611.686Doanh thu
100.000100.000100.000100.000350.000342,62Website
4.000.0003.500.0003.000.0002.500.0001.837.25054,11PR
2.500.0002.500.0002.500.0002.500.0002.612.21649,03Qung co
201320122011201020098.216.751.530Hng s
Ngun: TTTH
CHNG 4. KT QU V THO LUN
D KIN DOANH THU T C
Nghin Cu Chin Lc Truyn Thng Qung B Thng Hiu Cho Cng Ty TST Tourist
CHNG 5. KT LUN V KIN NGH
KT LUN
TST TOURIST
- Tnh hnh cnh tranh trongngnh kh gy gt vi nhiu ith mnh trong v ngoi nc.
- Ngnh du lch c xu hngpht trin trong nn kinh t angsuy thoi v ng gp ca ngnhl kh cao cho GDP
- TST Tourist ang pht trin kh nnh, tc tng trng nhanh, ckhch hng nh gi cao
- Cn u t cho chin lc truyn thng qung b thnghiu nng cao li th cnh tranh.
1
2
3
54
- Xy dng thng hiu l vn sng cn trong kinh doanh
Nghin Cu Chin Lc Truyn Thng Qung B Thng Hiu Cho Cng Ty TST Tourist
CHNG 5. KT LUN V KIN NGH
i vi NN
Kin ngh
i vi CT
- Cn to mi trng cnh tranhlnh mnh, thun li, bnh ngcho cc doanh nghip- Xy dng HTPL minh bch, x lnghim khc vi phm- Cn u t nhiu hn trong XD hnh nh Thng hiu QG
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