TNG LIN ON LAO NG VIT NAMTRNG I HC TN C THNGKHOA: Khoa hc x hi nhn vn

ti:S DNG HIU QU CC HNH THC TRUYN THNG TRONG HOT NG QUN TR KINH DOANH

Nhm:11

TP. H Ch Minh, ngy 30 thng 05 nm 2015.

ti: S DNG HIU QU CC HNH THC TRUYN THNG TRONG HOT NG QUN TR KINH DOANH

Nhm :11

TP. H Ch Minh , ngy 27 thng 05 nm 2015

TNG LIN ON LAO NG VIT NAMTRNG I HC TN C THNGKHOA: Khoa hc x hi nhn vn

ti:S DNG HIU QU CC HNH THC TRUYN THNG TRONG HOT NG QUN TR KINH DOANH

Nhm thc hin gm:1. L Th Kim Ngn 2. Hunh Th T Ngn3. ng Thy Trang4. Nguyn Hunh Nhi5. iu Th Thu Tho

ti: S DNG HIU QU CC HNH THC TRUYN THNG TRONG HOT NG QUN TR KINH DOANH

Nhm :11

TP. H Ch Minh , ngy 27 thng 05 nm 2015

Mc lc

LI M U2CHNG 1: TNG QUAN V TRUYN THNG MARKETING TCH HP21.1. Truyn thng marketing tch hp31.1.1. Khi nim31.1.2. Vai tr ca truyn thng marketing tch hp31.2. Phi thc truyn thng _ Cng c catruyn thng marketing tng hp (IMC):3CHNG 2: S DNG HIU QU HNH THC TRUYN THNG TRONG TRUYN THNG MARKETING TCH HP42.1. .Xc nh cng chng mc tiu42.2. Xy dng hiu qu phi thc truyn thng c ng (promotion-mix)42.2.1.Qung co (Advertising)42.2.2.Khuyn mi (Salespromotion)52.2.3.Marketing trc tip (DirectMarketing)62.2.4. Quan h cng chng (Public Relations)62.3. Cc nhn t nh hng n vic xy dng chin lc phi thc truyn thng72.3.1. Loi sn phm72.3.2. Ngun ngn sch72.4. Cch tip cn tch hp trong truyn thng marketing7CHNG 3: V SAO TRUYN THNG MARKETING TCH HP (IMC) L XU TH TRUYN THNG TRONG TH K 21 83.1. Truyn thng marketing tch hp: lun thuyt mi ca marketing hin i83.2. So snh marketing truyn thng v marketing tch hp8KT LUN CHUNG9TI LIU THAM KHO9

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TM TT NI DUNG Bi tiu lun ca nhm 11 bao gm phn li dn, phn kt lun v 3 chng xoay quanh cc vn v vic s dng hiu qu cc hnh thc truyn thng t vic kt hp cc cng c truyn thng c bn l qung co (advertising), quan h cng chng (PR), marketing trc tip (direct maketing), khuyn mi (Sales promotion) v d bo cc xu th mi ca truyn thng trong th k 21.

T kha: truyn thng marketing tch hp (Intergrated Marketing Conmmunications), phi thc truyn thng c ng (promotion-mix), marketing trc tip (direct marketing)

LI M U

T lu, cc doanh nghip trong nc thc hin nhiu chng trnh, nhiu hot ng truyn thng nhm h tr cho kinh doanh, to quan h tt p vi ngi tiu dng. Th nhng nh hng cho cc hot ng , cng nh mc tiu, i tng nhm n, phng php o lng hiu qu v vic ln k hoch cn cha c lu tm ng mc. Hn na, cc hot ng truyn thng cha c soi di knh hin vi nh mt qu trnh truyn thng phc tp, trong bao gm nhiu c hi truyn thng ip cho i tng, thuyt phc h h lm theo mc tiu ca mnh. V vy, gi tr v hiu qu ca hot ng truyn thng cha c khai thc ti a, v doanh nghip cha gt hi c trn vn nhng ch li to ln t hot ng ny mang li.Bn cnh , cc doanh nghip v ang i theo mt li mn ngha l cc doanh nghip t trc n nay ch s dng truyn thng theo kiu truyn thng ,h ch chn mt trong s nhng hnh thc ca truyn thng thay v kt hp nhiu hnh thc y li vi nhau.Vic kt hp nhiu hnh thc truyn thng li vi nhau l kiu truyn thng tng hp (IMC) mang li hiu qa cao. Tuy nhin, kiu truyn thng ny cn kh mi m v cha c ph bin Vit Nam.Nhn thy c tm quan trng ca truyn thng tng hp (IMC) i vi hot ng kinh doanh ca cc doanh nghip ni ring v s pht trin ca hot ng truyn thng trong qun tr kinh doanh Vit Nam ni chung .Nhm 11 thc hin bi tiu lun nghin cu v ti S DNG HIU QU CC HNH THC TRUYN THNG TRONG HOT NG QUN TR KINH DOANH

CHNG 1: TNG QUAN V TRUYN THNG MARKETING TCH HP1.1. Truyn thng marketing tch hp1.1.1. Khi nimTruyn thng marketing tch hp (IMC) l khi nim v s hoch nh truyn thng marketing nhm xc nh gi gia tng ca mt k hoch tng hp, nh gi vai tr chin lc ca cc thnh phn khc nhau trong truyn thng nh qung co, khuyn mi, tuyn truyn v s kt hp cc thnh phn ny to ra mt s truyn thng r rng, u n, hiu qu ti a. (Hip hi cc i l qung co M 4As)1.1.2. Vai tr ca truyn thng marketing tch hpCc cng c c bn c s dng t c mc tiu truyn thng ca t chc c gi l phi thc chiu th/truyn thng (promotional mix), l qung co, khuyn mi, marketing trc tip, PR v cho hng c nhn. Mi yu t c vai tr khc nhau trong qu trnhIMC v chng cng c thc hin vi hnh thc khc nhau, mi yu t c mi u im v nhc im nht nh.Mt chng trnhtruyn thng marketing tch hp (IMC)thnh cng i hi doanh nghip bit cch kt hp ng n cc k thut v cng c truyn thng, xc nh r vai tr v s m rng cc yu t ny trong vic phi hp; s dng chng. t c iu ny, ngi chu trch nhim v hot ng truyn thng ca cc cng ty phi hiu r vai tr ca truyn thng marketing trong mt k hoch chung marketing.Vai trcatruyn thng marketing tch hp (IMC)th hin nh sau: L cng c thc hin chc nng truyn thng, p ng nhu cu khch hng. Phi hp vi cc cng c khc trong marketing mix t mc tiu marketing L cng c cnh tranh trong kinh doanh: gia tng gi tr sn phm, thng tin, xy dng nhn thc v sn phm, nng cao uy tn nhn hiu, duy tr nim tin, thi tt p ca cng chng v cng ty1.2. Phi thc truyn thng _ Cng c catruyn thng marketing tng hp (IMC):Trong th trng mc tiu, ngoi vic cung cp sn phm, dch v thch hp, gi c cnh tranh, phn phi thun li cho khch hng, doanh nghip cn phi lp phi thc truyn thng c ng (Promotion-mix). Chin lc Promotion -mix bao gm s kt hp cht ch cng lc nhiu yu t nh: qung co, quan h cng chng, qung b, khuyn th (khuyn mi, khuyn mi), bn hng c nhn, bn hng qua in thoi (International trade exhibition), phi on thng mi (Trade mission), hi ch thng mi quc t (International trade fair) v trin lm thng mi quc t (International trade exhibition). Ty theo iu kin v mi trng kinh doanh ca doanh nghip chn cc yu t kt hp trong Promotion -mix sao cho ph hp v hiu qu.

Phi thc truyn thng c ng (promotion-mix) bao gm bn cng c truyn thng in hnh l qung co (advertising), marketing trc tip (direct marketing), khuyn mi (Sales promotion) v cui cng l quan h cng chng (public relations).

[Ngun: juliangooden.com]CHNG 2: S DNG HIU QU HNH THC TRUYN THNG TRONG TRUYN THNG MARKETING TCH HP2.1. .Xc nh cng chng mc tiuCng chng l nhng ngi sn sng mua hng hoc nhng khch hng ng s dng hin ti. Cng chng khng gii hn s lng, c th l mt c nhn, mt nhm ngi , ang v s thc hin nhng quyt nh mua hng. Cng chng mc tiu l nhng ngi s tc ng mnh m n chin lc v cch thc ca ngi truyn thng.

2.2. Xy dng hiu qu phi thc truyn thng c ng (promotion-mix)2.2.1.Qung co (Advertising)Qung co (Advertising)l vic s dng cc phng tin thng tin truyn t tin tc v cht lng hay u im ca sn phm n khch hng. thc hin c vic ny, cc doanh nghip phi chi ra mt khong tin nht nh.

V bn cht, qung co (Advertising) c nhng im cn lu : S trnh by mang tnh i chng (Public presentation):qung co (Advertising) l cch truyn t thng tin cng khai v sn phm mt cch chun ha v hp php. Do c nhiu ngi tip nhn qung co nn ngi bn bit rng nh n ngi mua c th hiu bit v chp nhn sn phm. S lan ta (Pervasiveness):qung co (Advertising) l cch lm thng tin trn ngp. Qung co gip ngi bn lp li thng ip nhiu ln gip ngi mua nhn v so snh thng ip ca cc hng khc nhau la chn. Qui m qung co ln th hin 1 cch tch cc, danh ting v s thnh cng ca doanh nghip. Din t c tnh khuch i (Amplified expressiveness):qung co (Advertising) cung cp c hi to kch tnh trong s trnh by sn phm v cng ty qua vic s dng kho lo yu t hnh nh, m thanh, mu scTuy nhin, lm dng cc yu t ny c th lm long, ri thng ip. Tnh v cm (Impersionality):qung co (Advertising) khng thc p mua nh lc lng bn hng. Khn thnh gi khng cm thy b bc buc ch hay p ng. Qung co ch l mt hnh thc c thoi, khng phi l i thoi vi khch hng.

Ni cch khc,qung co (Advertising) c s dng xy dng hnh nh sn phm trong di hn, khng tc ng nhanh n mc bn.Qung co (Advertising) l mt phng tin hiu qu thng tin n nhiu ngi mua phn tn vi chi ph bnh qun thp.Qung co (Advertising) c th nh hng n mc bn thng qua cch trnh by. Khch hng thng tin rng nhng nhn hiu c qung co mnh phi c gi tr tt.2.2.2.Khuyn mi (Salespromotion)Khuyn mi (Sales promotion)c nh ngha l hot ng nhm cung cp gi tr hoc khch l tng thm cho lc lng bn hng, nh phn phi v ngi tiu dng nhm gia tng doanh s ngay lp tc.

Mc dKhuyn mi (Sales promotion) c nhiu cng c khc nhau nhng chng c 3 c trng c bn: Truyn thng (Communication): khuyn mi gy s ch v cung cp nhng thng tin dn ngi tiu th n sn phm. Kch thch (Stimulation): khuyn mi dng nhng cng c thc y, ng vin, gia tng li ch thuyt phc khch hng mua ngay. Qung co a ra l do mua cn khuyn mi to ra s kch thch mua. Cho mi (Invitation):Khuyn mi (Sales promotion) nh mt li mi cho thc gic khch hng mua ngay sn phm.

Doanh nghip s dng khuyn mi l cng c to ra phn ng mua nhanh hn v mnh hn. Khuyn mi (Sales promotion) c th c s dng sn phm c ch v nng cao mc bn ang st gim.Khuyn mi (Sales promotion) c hiu qu trong ngn hn, tuy nhin khng hiu qu khi xy dng s a thch nhn hiu lu di.

2.2.3.Marketing trc tip (DirectMarketing)Marketing trc tip (Direct Marketing)l vic s dng in thoi, th in t v nhng cng c tip xc khc (khng phi l ngi) giao tip v dn d mt p ng t nhng khch hng ring bit hoc tim nng.

[Ngun: www.zodiacprinting.com]

Marketing trc tip mang n nhiu li ch cho ngi tiu th. Nhng ngi t hng qua knh th in t cho rng mua hng qua th in t th vui, tin li, v khng b quy ri (phin nhiu). Cch thc ny tit kim thi gian. H c th la chn ti nh qua nhng catalog gii thiu v hng ha v nhng cch sng mi. H c th nhn qu m khng cn ri nh. Nhng khch hng cng nghip cng c nhiu thun li. H c th hiu bit nhiu sn phm v dch v m khng cn tn thi gian gp nhn vin bn hng.

2.2.4. Quan h cng chng (Public Relations)Quan h cng chng (Public Relation)c nh ngha l chc nng qun l nh gi thi ca cng chng, lin kt chnh sch ca cc t chc vi li ch x hi, thc hin chng trnh hot ng t c s hiu bit v s chp nhn ca cng chng.

Quan h cng chng (PR)thng c mc tiu nhm thit lp v duy tr n tng tch cc ca cc nhm cng chng v cng ty. Hnh thc thng s dng hp bo, t chc s kin, cung cp thng tin bo ch a tin v sn phm hoc cng ty, tham gia vo cc hot ng cng ng nh: tr cp, ng gp qu x hi, ti tr cho s kin t bit v.v tng cng hnh nh cng ty.

2.3. Cc nhn t nh hng n vic xy dng chin lc phi thc truyn thng2.3.1. Loi sn phmNu cc doanh nghip tiu dung nh gi theo th t qung co, khuyn mi, bn hng trc tip v quan h cng chng th cc doanh nghip hng t liu sn xut nh gi theo th t bn hng trc tip, khuyn mi, qung co v quan h cng chng. Nhn chung bn hng trc tip c s dng i vi nhng sn phm phc tp, t tin v nhiu ri ro i vi th trng c t ngi bn nhng c quy m ln.

Song qung co li c nhng th mnh ring trong vic thc y ngi mua a ra quyt nh mua mt mn hng. Nhng qung co c phn pht nhng cun sch nh hay c ghi s in thoi ca doanh nghip l mt phng thc hng dn hu hiu i vi ngi bn. N cn l cng c gip khch hng nhn bit sn phm ca doanh nghip m khng ln ln vi cc sn phm khc.

2.3.2. Ngun ngn sch Rt nhiu cng ty kinh doanh hng tiu dung b kt lun l chi tiu vt mc cho qung co, mt s khc li chi qu t cho cc hot ng tip th ni chung cng nh PR ni ring v khng nh gi ng nng lc ca mnh.

C nhiu cch xc nh chi tiu cho truyn thng c ng nh da vo doanh thu tnh t l phn trm cho qung co, tip th, da vo i th cnh tranh, i tng khch hng,

i vi cc doanh nghip c ngn sch hn ch, PR v qung co ng mt vai tr quan trng trong vic xy dng v qung b sn phm trn c s to dng nim tin, s gn gi i vi khch hng. Vic xc nh ng n khon chi tiu gip doanh nghip t hiu qu cao trong kinh doanh, tn dng hiu qu ngun vn to li nhun ti a cho doanh nghip.2.4. Cch tip cn tch hp trong truyn thng marketingMc ch l pht trin cc chng trnh marketing m phi hp v tch hp tt c cc thnh t ca hn hp xc tin bn truyn ti mt thng ip nht qun. C gng qun tr tt c cc ngun to nn s giao tip gia thng hiu hay doanh nghip vi cc khch hng hin c v tim nng.Cc khch hng tim nng s tri qua qu trnh: Bit n sn phm Hiu sn phm: tnh nng tc dng v nhng c im quan trng B thuyt phc rng sn phm mang li gi tr cho h Mua: c mt s lng khch hng tim nng ln s mua sn phm [Ngun: http://myweb.pro.vn/]CHNG 3: V SAO IMC L XU TH TRUYN THNG TRONG TH K 213.1. Truyn thng marketing tch hp: lun thuyt mi ca marketing hin iMarketing hin i i hi doanh nghip lun tm cch pht trin mt sn phm tt hn, gi c hp dn hn, sn sng cung ng cho khch hng mc tiu. Bn cnh , doanh nghip cng phi truyn thng vi cc khch hng hin ti v khch hng tim nng bng cch s dng kt hp nhiu phng tin truyn thng vi nhau (qung co, quan h cng chng, marketing trc tip, khuyn mi) trong mt chin dch tch hp cht ch.Pht trin mt chng trnh truyn thng tch hp gip cho doanh nghip s dng cc li th ca cng c truyn thng ny b tr cho im yu ca cng c truyn thng khc. IMC tr thnh mt lun thuyt mi ca marketing hin i thay th cho marketing truyn thng.3.2. So snh marketing truyn thng v marketing tch hp

Truyn thng marketing truyn thngTruyn thng marketing tng hp (IMC)

Tp trung to ra giao dchTo dng v nui dng cc mi quan h

Tp trung vo khch hngTruyn thng ti cc bn lin quan

Cc thng ip v cng mt thng hiu l c lp vi nhau.Cc thng ip v cng mt thng hiu c tnh nht qun chin lc

S dng phng tin truyn thng i chng c thoiS dng truyn thng tng tc i thoi vi khch hng

Tp trung qung b sn phmTp trung marketing cho s mnh ca doanh nghip

Lp k hoch theo kiu iu chnh k hoch ca nm trcHoch nh chin lc da trn tnh ton k t u

Vic lp k hoch v gim st thuc v phng ban chc nngVic lp k hoch v gim st l trch nhim lin phng ban

To ra chuyn gia truyn thngTo ra nng lc ct li

Ch trng marketing i chng v kim khch hng miCh trng xy dng v qun tr c s d liu gi khch hng

S dng mt s lng i din n nh v qun tr truyn thnS dng mt i din v qun tr truyn thng

KT LUN CHUNGR rng vi nhng li th ca mnh, marketing tch hp tr thnh tt yu ca nhiu doanh nghip. Trong th gii kinh doanh hin nay, cc cng c truyn thng marketing ng vai tr ht sc quan trng i vi nhng ngi lm marketing. Nhng nm trc y, chc nng c ng ti cc doanh nghip ch yu do qung co trn cc phng tin truyn thng i chng m nhim. Tuy nhin ngy cng nhiu cc cng ty nhn thc c tm quan trng ca s tch hp cc cng c truyn thng marketing tch hp (IMC) khi phi hp nhiu thnh t ca marketing v c ng li vi nhau thc hin chng trnh truyn thng hiu qu hn. V vy, hiu r v vn dng linh hot cc cng c truyn thng tch hp l tin cho s pht trin vng mnh v lu du ca cng ty trong th k mi.

TI LIU THAM KHOThiu Kim Trng, 2012. Truyn thng marketing tng hp IMC. .Nguyn Tin Dng, 2012. Chng 8: Truyn thng marketing tch hp: Qung co, khuyn mi, PR v marketing trc tip. < http://tailieu.tv/tai-lieu/bai-giang-truyen-thong-marketing-tich-hop-quang-cao-khuyen-mai-pr-va-marketing-truc-tiep-20834>.

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