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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.
2
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
3
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
4
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
5
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:
6
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
7
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
8
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
9
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
10
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)
11
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
12
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.
14
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
15
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)
16
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
17
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.
18
- 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
19
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.
20
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.
- 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 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.
- 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.
- 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.
- Dch v tm dng, lu tr v xem li cc
50.000
42
chng trnh truyn hnh.
- Dch v Tip th truyn hnh, dch v Thng
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 2 31 thu bao Thng 2 2316 thu bao
Thng 3 37 thu bao Thng 3 2348 thu bao
Thng 4 77 thu bao Thng 4 2404 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).
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- 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
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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.