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LỜI CẢM ƠN Trong suốt thời gian thực hiện chuyên đề tốt nghiệp này, tôi đã gặp không ít khó khăn và vất vả. Nhưng nhờ có được sự hướng dẫn, chỉ dạy và giúp đỡ từ nhiều cá nhân, tổ chức đã giúp tôi hoàn thành chuyên đề đề tốt nghiệp một cách thành công, tốt đẹp. Đầu tiên, tôi xin gửi lời cảm ơn chân thành đến giảng viên hướng dẫn Thầy Nguyễn Văn Trưng đã tận tình hướng dẫn tôi. Giảng viên đã có những góp ý khách quan và thẳng thắng về nội dung cũng như là hình thức của bài chuyên đề tốt nghiệp này để tôi kịp thời chỉnh sửa. Đồng thời trong quá trình làm thầy cũng cung cấp cho tôi nhiều tài liệu, cũng như nhiều kiến thức thực tế bổ ích để tôi hoàn thành bài chuyên đề này. Thứ hai, tôi xin được gửi lời cảm ơn chân thành nhất tới Trung tâm Quản trị và An ninh mạng Quốc tế Athena đã tạo cơ hội cho tôi được làm việc trong một môi trường thực tế với những kinh nghiệm quý báu mà khi ngồi trên ghế nhà trường tôi không thể nào có được. Đặc biệt, tôi gửi lời cảm ơn tới thầy Võ Đỗ Thắng – Giám đốc Trung tâm Athena và Thạc sĩ Nguyễn Khánh Minh – Trưởng phòng Marketing là những người đã trực tiếp hướng dẫn và tận tình chỉ dạy tôi 1

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  • 1. i LI CM N Trong sut thi gian thc hin chuyn tt nghip ny, ti gp khng t kh khn v vt v. Nhng nh c c s hng dn, ch dy v gip t nhiu c nhn, t chc gip ti hon thnh chuyn tt nghip mt cch thnh cng, tt p. u tin, ti xin gi li cm n chn thnh n ging vin hng dn Thy Nguyn Vn Trng tn tnh hng dn ti. Ging vin c nhng gp khch quan v thng thng v ni dung cng nh l hnh thc ca bi chuyn tt nghip ny ti kp thi chnh sa. ng thi trong qu trnh lm thy cng cung cp cho ti nhiu ti liu, cng nh nhiu kin thc thc t b ch ti hon thnh bi chuyn ny. Th hai, ti xin c gi li cm n chn thnh nht ti Trung tm Qun tr v An ninh mng Quc t Athena to c hi cho ti c lm vic trong mt mi trng thc t vi nhng kinh nghim qu bu m khi ngi trn gh nh trng ti khng th no c c. c bit, ti gi li cm n ti thy V Thng Gim c Trung tm Athena v Thc s Nguyn Khnh Minh Trng phng Marketing l nhng ngi trc tip hng dn v tn tnh ch dy ti trong qu trnh thc tp sut hai thng ri ti Trung tm Athena. Bn cnh ti cng gi li cm n ti trng i hc Kinh T Thnh Ph H Ch Minh cng ton th qu thy c dy d, gip ti trong qu trnh hc tp v sinh hot trng. Nhng kinh nghim qu bu ca cc thy c truyn dy gip ti rt nhiu trong qu trnh thc tp. Mc d ti rt c gng nhng chuyn bo co thc tp ny vn cn rt nhiu thiu st. Knh mong nhn c nhng gp t qu thy c v cc Anh/Ch. Cui cng ti xin knh chc Qu thy/C, Ban lnh o v ton th Anh/Ch nhn vin ti Trung tm Athena di do sc khe v thnh cng trong cng vic. Xin chn thnh cm n!

2. ii NHN XT CA C QUAN THC TP Thnh Ph H Ch Minh, ngy.. .thng ..nm. Xc nhn ca n v H v tn: 3. iii NHN XT CA GIO VIN HNG DN Thnh Ph H Ch Minh, ngy.. .thng ..nm. Gio vin hng dn H v tn: 4. iv 1. L DO CHN TI S ra i v pht trin ca internet ngy nay dn n vic pht trin mt hnh thc marketing mi l E-Marketing. Vi nhng li ch m n mang li hn hn so vi cc cng c marketing truyn thng. Th nht n rt ngn khong cch gia ngi mua v ngi bn. Cc i tc c th gp nhau qua khng gian my tnh m khng cn bit i tc gn hay xa. iu ny cho php nhiu ngi mua v bn b qua nhng khu trung gian truyn thng. Th hai n gip cc cng ty tip th ton cu.Internet l mt phng tin hu hiu cc nh hot ng marketing tip cn vi cc th trng khch hng trn ton th gii. iu m cc phng tin marketing thng thng khc hu nh khng th. Th ba gim thi gian tip xc gia cc bn vi nhau. Thi gian khng cn l mt yu t quan trng. Nhng ngi lm marketing trc tuyn c th truy cp ly thng tin cng nh giao dch vi khch hng 24/7 . Th t chi ph b ra thp hn.Ch vi 1/10 chi ph thng thng, Marketing trc tuyn c th em li hiu qu gp i. ng thi nhn thy c xu hng ca E-Marketing ang bng n v ngy cng pht trin nc ta .Cng nh xu th hi nhp vo nn kinh t th gii hin nay. Tnh u vit ca n l mang li khng ch cho cc cng ty m cn li ch chung cho ton x hi, thc y gip x hi ngy cng pht trin .Vic nghin cu v nng cao nng lc E- Marketing ca cc doanh nghip l ht sc cn thit khi tham gia vo th trng va mi m va y chng gai kh khn ny i hi cc doanh nghip nc ta phi c chin lc E-Marketing hiu qu v ng hng. cng chnh l l do ti quyt nh thc hin ti: mt s gii php nhm hon thin hot ng E-Marketing ti Trung tm Qun tr mng v An ninh mng Athena (Trung tm Athena). 2. MC TIU CA TI Mc tiu c nhn - Gip hiu c quy trnh, cch thc thc hin mt chin lc E-Marketing c thc hin ti mt doanh nghip. 5. v - Tip cn v thc t hot ng marketing ti doanh ti Vit Nam ang hot marketing nh th no. Mc tiu cng ty - Khi qut tnh hnh chung hot ng kinh doanh ca Trung tm Athena. - Phn tch thc trng hot ng E-Marketing ti trung tm. - Phn tch im mnh ,im yu v cc hot ng E-Marketing ti Trung tm Athena. - a ra c mt vi xut nhm hon thin hot ng E-Marketing ti Trung tm Athena. 3. PHM VI NGHIN CU Khng gian, a im thc hin nghin cu: Chuyn c thc hin ti Trung tm Athena. Thi gian thu thp s liu v thc hin ti nghin cu S liu c thu thp trong qu trnh thc tp ti cng ty t ngy 06/01/2014 n ht ngy 20/03/2014. Chuyn ny c thc hin trong cng khong thi gian thc tp ti trung tm. i tng nghin cu: cc yu t nh hng n hot ng E-Marketing ti trung tm Athena, cc s liu nghin cu thu thp t cng ty. Khch hng nhng ngi hc vin ti trung tm Athena. 4. PHNG PHP NGHIN CU Phng php thu thp d liu: - Thu thp d liu th cp: thu thp t sch, bo, bo co, ti liu ca trung tm, thng tin t bo ch, internet v cc nghin cu trc y. - Thu thp d liu s cp: tm hiu, quan st, kho st khch hng qua bng cu hi ti trung tm. Phng php phn tch d liu: 6. vi - Phng php so snh: so snh cc s liu, chi tiu qua cc nm. Trong phm vi chuyn ny, phng php so snh c s dng so snh cc ch tiu lin qua n ti chnh v c cu nhn lc ca trung tm. - Phng php thng k m t: trong phm vi ti, phng php c s dng tm ra xu hng thng qua cc bng biu, c im ca cc yu t ng thi trnh by thc trng cc chin lc Marketing ti cng ty. - S dng spss 11.5 chy s liu bng cu hi thu c. 5. KT CU CA TI ti gm ba chng: CHNG 1: C S L LUN. CHNG 2: THC TRNG HOT NG E-MARKETING TI TRUNG TM ATHENA. CHNG 3: XUT NHNG GII PHP NHM HON THIN HOT NG E-MARKETING TI TRUNG TM ATHENA. 7. vii MC LC CHNG 1 C S L LUN ....................................................................................1 1.1 KHI NIM E-MARKETING ..............................................................................1 1.2 CC C IM E-MARKETING.......................................................................2 1.2.1 T m hnh truyn thng y n ko .............................................................2 1.2.2 T c thoi n i thoi................................................................................2 1.2.3 T one-to-many n one-to-some v one-to-one.............................................3 1.2.4 Gia tng cc trung gian thng tin .....................................................................3 1.2.5 Tch hp............................................................................................................4 1.3 CC CNG C MARKETING TNG TC....................................................4 1.3.1 Cng c ngoi tuyn.........................................................................................4 1.3.1.1 Qung co ..................................................................................................4 1.3.1.2 Quan h cng chng (PR)..........................................................................9 1.3.1.3 Marketing trc tip...................................................................................11 1.3.1.4 Truyn ming...........................................................................................14 1.3.2 Cng c trc tuyn .........................................................................................15 1.3.2.1 Website.....................................................................................................15 1.3.2.2 Cng c tm kim.....................................................................................17 1.3.2.3 Online PR.................................................................................................19 1.3.2.4 Quan h i tc ........................................................................................20 1.3.2.5 Qung co tng tc ................................................................................22 1.3.2.6 Email Marketing ......................................................................................24 1.3.2.7 Marketing lan truyn................................................................................26 1.3.2.8 Truyn thng mng x hi .......................................................................27 CHNG 2 THC TRNG HOT NG E-MARKETING TI TRUNG TM ATHENA.......................................................................................................................32 2.1 GII THIU TNG QUT V TRUNG TM ATHENA ................................32 8. viii 2.1.1 Lch s hnh thnh v qu trnh pht trin .....................................................32 2.1.1.1 Lch s hnh thnh: ..................................................................................32 2.1.1.2 Cc giai on pht trin: ..........................................................................34 2.1.2 T chc b my qun l.................................................................................35 2.1.2.1 Tr s chnh v chi nhnh:.......................................................................35 2.1.2.2 S t chc: ..........................................................................................36 2.1.3 C s vt cht v i ng ging vin Trung tm Athena...............................36 2.1.3.1 V c s vt cht......................................................................................36 2.1.3.2 V i ng ging dy...............................................................................37 2.1.4 Th trng, sn phm v dch v....................................................................37 2.1.4.1 Th trng mc tiu ca trung tm ..........................................................37 2.1.4.2 Sn phm v dch v ca trung tm.........................................................39 2.1.5 Kt qu hot ng kinh doanh ca Trung tm Athena t nm 2010 n nm 2012.........................................................................................................................40 2.1.5.1 Tnh hnh hot ng kinh doanh ca trung tm t 2010 n 2012..........40 2.1.5.2 Nhn xt v tnh hnh kinh doanh ca trung tm t 2010 n 2012........42 2.2 THC TRNG HOT NG E-MARKETING TI TRUNG TM ATHENA ....................................................................................................................................42 2.2.1 Chin lc Marketing ca Trung tm Athena................................................43 2.2.1.1 Chin lc sn phm................................................................................43 2.2.1.2 Chin lc nh gi..................................................................................45 2.2.1.3 Chin lc phn phi...............................................................................47 2.2.1.4 Chin lc xc tin..................................................................................47 2.2.2 Cc quy trnh E-Marketing ti Trung tm Athena .........................................51 2.2.2.1 Xc nh khch hng mc tiu, chun b ni dung, hnh nh v video ...51 2.2.2.2 Cc hnh thc marketing trc tuyn ca trung tm: ................................52 2.2.3 Nhn xt cc hnh thc E-Marketing ti Trung tm Athena..........................61 2.2.3.1 Nhn xt ring v tng hnh thc marketing: ..........................................61 9. ix 2.2.3.2 Nhn xt chung v vic p dng cc hnh thc marketing trc tuyn:....64 CHNG 3 XUT NHNG GII PHP NHM HON THIN HOT NG E-MARKETING TI TRUNG TM ATHENA.........................................66 3.1 NH HNG PHT TRIN TRONG NM 2014 ..........................................66 3.2 PHN TCH SWOT.............................................................................................67 3.3 PHN TCH KT QU NGHIN CU.............................................................69 3.3.1 Quy trnh nghin cu......................................................................................69 3.3.2 Kt qu nghin cu.........................................................................................69 3.3.2.1 Thng tin chung ca p vin..................................................................70 3.3.2.2 Phn cu hi chnh...................................................................................73 3.4 XUT NHNG GII PHP HON THIN HOT NG E- MARKETING ............................................................................................................81 3.4.1 Ci thin hn hot ng xy dng lin kt t trang web bn th ba v trang ch Athena:..............................................................................................................81 3.4.2 Khng ngng cp nht nhng ng dng, cng ngh mi ca internet hot ng E-Marketing a dng v hiu qu hn ...........................................................82 3.4.3 o to, nng cao trnh chuyn mn ca i ng hot ng E-Marketing ti Trung tm Athena...............................................................................................82 3.4.4 nh k kho st khch hng 6 thng mt ln tm hiu kin, mong mun ca khch hng ........................................................................................................83 3.4.5 Quy trnh li hot ng Email-Marketing......................................................83 3.4.6 Trang web c thm phn thanh ton online ...................................................83 3.4.7 Tng thm lng thnh vin trn mng x hi ..............................................84 PH LC A..................................................................................................................86 PH LC B ..................................................................................................................91 PH LC C..................................................................................................................93 10. x MC LC HNH NH, BIU , BNG Hnh 1.1 Nm ch M ca qung co................................................................................6 Hnh 1.2 T l phn trm nhng ngi xem xt cc ngun thng tin khc nhau khi nghin cu hoc xem xt mt sn phm hoc dch v...................................................17 Hnh 2.1 T chc b my qun l ca trung tm...........................................................36 Hnh 2.2 Quy trnh khi quyt nh cho chin lc xc tin...........................................47 Hnh 2.3 Cc hnh thc marketing xp theo mc nhn bit ca khch hng............52 Hnh 2.4 Giao din fanpage Facebook Trung tm Athena ............................................55 Hnh 2.5 nh th hng vi t kha quan tri mang ca Trung tm Athena................58 Hnh 2.6 Giao din trang ch ca web Trung tm Athena ............................................59 Hnh 2.7 Giao din ca din dn Trung tm Athena .....................................................60 Bng 1.1 Cc loi hnh truyn thng ch yu..................................................................8 Bng 1.2 Cc cng c trong tip th PR.........................................................................10 Bng 2.1 Kt qu hot ng kinh doanh ca Trung tm Athena ( 2010 2012) ..........41 Bng 2.2 Danh mc cc kha hc ch lc v kha hc b tr......................................45 Bng 3.1 M hnh SWOT Trung tm Athena................................................................67 Bng 3.2 Cc kt hp m hnh SWOT ..........................................................................68 Biu 2.1 Doanh thu theo th trng ca trung tm trong 3 nm 2010-2012.............38 Biu 2.2 Doanh thu, li nhun v khon np ngn sch t 2010-2012....................41 Biu 3.1: T l gii tnh p vin .............................................................................70 Biu 3.2: T l p vin theo nhm tui...................................................................71 Biu 3.3: T l thu nhp ca p vin theo nhm thu nhp......................................71 Biu 3.4: T l p vin lm g lc rnh ri .............................................................72 Biu 3.5: T l p vin s dng cc phng tin truy cp internet ........................72 Biu 3.6: T l thi gian p vin truy cp internet mi ngy .................................73 11. xi Biu 3.7 T l p vin tin tng vo thng tin trn internet...................................73 Biu 3.8: T l p vin tm kim thng tin kha hc qua cc knh........................73 Biu 3.9: T l p vin bit n trang web trung tm Athena ................................74 Biu 3.10: T l p vin bit n trang web trung tm qua cc knh.....................74 Biu 3.11: T l p vin vo cc mc trn trang web trung tm ............................75 Biu 3.12: nh gi ca p vin cc tiu ch v website........................................76 Biu 3.13: T l p vin bit n fanpage...............................................................76 Biu 3.14: T l p vin bit n Fanpage Facebook trung tm qua knh.............76 Biu 3.15: nh gi ca p vin v cc tiu ch v fanpage...................................77 Biu 3.16: T l s nh cung cp p vin tm kim trc khi a ra quyt nh s dng dch v...................................................................................................................78 Biu 3.17: nh gi ca p vin v cc tiu ch v bi ng qung co ................78 Biu 3.18: T l p vin nhn c Email t Trung tm Athena...........................79 Biu 3.19: T l p vin hnh ng nh th no khi nhn c Email..................79 Biu 3.20: nh gi ca p vin cc tiu ch v Email...........................................80 Biu 3.21: T l p vin ng k hc ti trung tm qua cc knh..........................80 Biu 3.22: T l p vin ng k kha hc qua cc knh.......................................81 12. xii DANH MC T VIT TT PR : public relation MPR: marketing public relation PPC : pay per click CTR : Click through rate - t l nhp chut UCE : Unsolicited Commercial Email AN2S: Chng trnh o to chuyn gia an ninh mng ANST: Chng trnh o to qun tr vin an ninh mng ANMA: Chng trnh o to chuyn vin qun tr mng nng cao MCSA : kha hc qun tr mng CCNA : kha hc qun tr mng Cisco MCSE : kha hc qun tr mng Microsoft nng cao ACBN: kha hc qun tr mng c bn v ci t my tnh AEH: Hacker m trng Athena ACNS : kha hc bo mt mng 13. CHUYN TT NGHIP SVTH:L BO TRUNG GVHD: NGUYN VN TRNG LP : MA003 K36 1 CHNG 1 C S L LUN 1.1 KHI NIM E-MARKETING Khi nim 1: P. Kotler: Qu trnh lp k hoch v sn phm, gi, phn phi v xc tin i vi sn phm, dch v v tng p ng nhu cu ca t chc v c nhn - da trn cc phng tin in t v internet. Khi nim 2: Marketing online bao gm tt c cc hot ng tho mn nhu cu v mong mun ca khch hng thng qua internet v cc phng tin in t ( Ngun: Joel Reedy, Shauna Schullo, Kenneth Zimmerman, 2000). Khi nim 3: Tip th in t ( e-marketing) l cch thc tip th vn dng cc tnh nng ca Internet nhm mc ch cui cng l phn phi c sn phm hng ha hay dch v n th trng tiu th. C nhiu cch nh ngha khc nhau v marketing in t (Marketing Online) nhng v bn cht th vn khng thay i l: - Mi trng: marketing trong mi trng mi, mi trng internet. - Phng tin: internet v cc thit b thng tin c kt ni vo internet. - Bn cht: vn gi nguyn bn cht ca marketing truyn thng l tho mn nhu cu ngi tiu dng. - Marketing Online ( E -marketing) l cch thc dng cc phng tin in t gii thiu, mi cho, cung cp thng tin v sn phm hng ha hoc dch v ca nh sn xut n ngi tiu dng v thuyt phc h chn n. - E - commerce ch cc hot ng mua bn thng qua cc phng tin in t. - E - business ch tt c cc hot ng kim tin t mng, t vic bn hng ha, dch v cho n t vn, u t. 14. CHUYN TT NGHIP SVTH:L BO TRUNG GVHD: NGUYN VN TRNG LP : MA003 K36 2 Internet Marketing, Email Marketing, Qung co trn mng... l nhng ngn ng thng gp v y cng chnh l hnh thc Marketing online hay cn gi l qung co trc tuyn (E-marketing). 1.2 CC C IM E-MARKETING 1.2.1 T m hnh truyn thng y n ko Phng tin truyn thng truyn thng nh bo in , truyn hnh v i pht thanh l s dng phng php y, thng tin ch yu l ng mt chiu, t cng ty n khch hng, trang web l mt v d v phng tin truyn thng ko. y l sc mnh ln nht v im yu ln nht ca n. N c mt sc mnh ko c ngha l khch hng tim nng v khch hng ch gh thm mt trang web khi n i vo u ca h lm nh vy, khi h t xc nh nhu cu - h ch ng tm kim v la chn. Nhng y l mt im yu t trc tuyn ko c ngha l cc nh tip th c quyn kim sot t hn trong truyn thng truyn thng ni tin nhn c y ra ngoi cho mt i tng xc nh. Nhng tc ng tip th in t l nhng g ang c cc phng tin ko? u tin, chng ta cn phi cung cp cc kch thch vt l khuyn khch thm cc trang web. Th hai, chng ta cn phi m bo trang web ca chng ta c ti u ha cho cng c tm kim - l ng k v c xp hng cao trn t kha tm kim c lin quan. Th ba, th in t l quan trng - y l mt s thc y trc tuyn trung bnh, v n phi l mt mc tiu u tin ca thit k trang web nm bt email ca khch hng a ch m la chn trong e- mail c th c s dng y ni dung lin quan v kp thi thng bo cho khch hng. 1.2.2 T c thoi n i thoi To ra mt cuc i thoi thng qua cc tng tc l tnh nng quan trng tip theo ca web v phng tin truyn thng k thut s nh truyn hnh di ng v tng tc m to c hi cho hai chiu tng tc vi khch hng. y l mt tnh nng phn bit chnh ty theo trung bnh ca Peters (1998), v Deighton (1996) cng b 15. CHUYN TT NGHIP SVTH:L BO TRUNG GVHD: NGUYN VN TRNG LP : MA003 K36 3 nhng li ch tng tc ca Internet nh mt phng tin pht trin mi quan h lu di vi khch hng. V d, nu mt khch hng ng k yu cu thng tin, hoc ra lnh c bit sn phm, n s c th cho cc nh cung cp bit lin h vi h trong tng lai bng cch s dng e-mail hoc thng ip web c nhn vi cc chi tit cung cp mi lin quan n li ch c th ca h.Nhng cc cuc i thoi k thut s c mt li ch cha r rng. Cng c tng tc c th gip thu thp thng tin tnh bo - phn tch kch chut c ghi li trong phn tch web c th gip chng ti xy dng hnh nh c gi tr u i khch hng. 1.2.3 T one-to-many n one-to-some v one-to-one Phng tin truyn thng mi cng cho php many-to-many thng tin lin lc.Khch hng c th tng tc vi khc khch hng thng qua mt trang web, trong cng ng c lp hoc trn cc trang web c nhn ca h v blog. Chng ta s thy trong phn PR trc tuyn m nhng tc ng ca many-to-many thng tin lin lc lm mt kim sot truyn thng i hi phi theo di thng tin ngun. 1.2.4 Gia tng cc trung gian thng tin Nu chng ta xem xt qung co v PR, vi phng tin truyn thng truyn thng, s gia tng ny xy ra thng qua mt s c tim nng ln ca ch s hu phng tin truyn thng nh truyn hnh v i pht thanh ch s hu knh v ch s hu ca t bo v in cc n phm nh tp ch. Trong thi i Internet c l mt dy tng v s cc ch s hu phng tin truyn thng hoc cc nh xut bn thng qua cc nh tip th c th thc y dch v ca h v c bit c lin kt n trang web ca h. Knh pht thanh truyn thng, bo in di c ln trc tuyn, nhng ngoi ra cn c mt s lng ln cc nh xut bn trc tuyn ch bao gm cng thng tin ngang nh cng c tm kim v cng thng tin theo chiu dc nh cc trang web ngnh cng nghip c th. Khi nim v chic ui di cng p dng cho cc trang web trong lnh vc bt k. C mt s t cc cc trang web chnh, nhng nhiu ngi khc cng c th c s dng tip cn khch hng. Cc nh tip th trc tuyn cn phi c la 16. CHUYN TT NGHIP SVTH:L BO TRUNG GVHD: NGUYN VN TRNG LP : MA003 K36 4 chn thch hp nht ca rt nhiu cc trang web ny m khch hng mun lu lng truy cp n trang web ca h. 1.2.5 Tch hp Mc d phng tin truyn thng mi c nhng c im khc bit so vi phng tin truyn thng truyn thng , chng ta cn tp trung thng tin lin lc ca chng ta ch trn phng tin truyn thng k thut s.Thay vo chng ta nn kt hp v tch hp phng tin truyn thng truyn thng v k thut s tng sc mnh . Sau chng ta c th t c sc mnh tng hp. Hu ht chng ti vn dnh phn ln thi gian ca chng ti trong th gii thc ch khng phi l th gii o v a knh cuc hnh trnh ca khch hng lin quan n c hai phng tin truyn thng, v vy din n xc tin ca xut ca mt trang web l rt quan trng . N cng quan trng h tr ch hn hp mua . V d , mt khch hng mun mua mt my tnh c th nhn thy mt qung co truyn hnh cho mt s thng hiu m nng cao nhn thc ca thng hiu v sau nhn thy mt qung co in ch o chng qua cc trang web bit thm thng tin . Tuy nhin , khch hng khng mun mua trc tuyn nhng cc trang web cho php iu ny bng cch thc y h. 1.3 CC CNG C MARKETING TNG TC 1.3.1 Cng c ngoi tuyn 1.3.1.1 Qung co Khi nim: bt k hnh thc c tr tin gii thiu hoc vn ng i chng v cc tng, hng ha, hoc dch v ca mt nh ti tr xc nh, thng qua cc phng tin in (bo, tp ch), phng tin pht sng( i pht thanh v truyn hnh), mng li truyn thng (in thoi, truyn hnh cp, v tinh, mng khng dy), phng tin in t (bng ghi m, bng video, a video, CD-ROM, trang web), v phng tin hin th (bin qung co, bng hiu p phch). 17. CHUYN TT NGHIP SVTH:L BO TRUNG GVHD: NGUYN VN TRNG LP : MA003 K36 5 Qung co c th l mt cch thc c hiu qu v chi ph pht tn thng ip, d vi mc ch to dng s thch vi thng hiu hay gio dc mi ngi. Ngay c trong mi trng truyn thng y thch thc hin nay, nhng qung co tt vn c th pht huy hiu qu. Trong vic pht trin mt chng trnh qung co, cc nh qun tr tip th phi lun lun bt u bng cch xc nh th trng mc tiu v nhng ng c ca ngi mua. Sau , h c th ra nm quyt nh quan trng, c gi l nm M: Mission (nhim v): mc tiu qung co ca chng ta l g? Money (tin bc): chng ta c th chi bao nhiu v chng ta phn b chi tiu trn cc loi phng tin truyn thng nh th no? Message (thng ip): chng ta nn gi thng ip no? Media (Phng tin): chng ta nn s dng phng tin truyn thng no? Measurement (o lng) : chng ta nn nh gi kt qu nh th no? Nhng quyt nh ny c tm lc trong hnh 1.1 sau: Media(Phng tin) Phm vi tc ng Nhng loi hnh truyn thng chnh Phng tin truyn thng c th Lch trnh truyn thng Mission(nhim v) Mc tiu kinh doanh Mc tiu qung co Money (ngn sch) Cc yu t cn nhc: giai on trong vng i sn phm Th phn v lng ngi dng cn bn Cnh tranh v ln xn Tn sut qung co Kh nng b thay th Message(thng ip): To ra thng ip nh gi v la cn thng ip Thc hin thng ip Xem xt trch nhim x hi Measurement(o lng) Tc ng truyn thng Tc ng kinh doanh Mc tiu qun co 18. CHUYN TT NGHIP SVTH:L BO TRUNG GVHD: NGUYN VN TRNG LP : MA003 K36 6 Hnh 1.1 Nm ch M ca qung co ngun Philip Kotler Kevin Keller, Qun tr marketing (nh xut bn Lao ng X Hi, H Ni,2012)p 522 Thit lp mc tiu (Mission) Mc tiu qung co phi c rt ra t quyt nh trc v th trng mc tiu, nh v thng hiu, v chng trnh tip th. Mt mc tiu qung co l mt nhim v truyn thng v thnh tch c th cn t c vi mt i tng c th trong mt thi gian nht nh. Chng ta c th phn loi qung co ty theo cch thc chng c s dng nh: - Qung co thng tin nhm mc ch to ra nhn thc v thng hiu v kin thc v sn phm mi hoc tnh nng mi ca sn phm hin ti. - Qung co thuyt phc nhm mc ch to ra s thin cm, u tin, tin tng, v mua sm mt sn phm hoc dch v. Mt s qung co thuyt phc s dng qung co so snh. Qung co ny a ra s so snh r rng v cc thuc tnh ca hai hay nhiu thng hiu. - Qung co nhc nh nhm mc ch kch thch mua li cc sn phm dch v. - Qung co cng c nhm mc ch thuyt phc ngi mua hin ti rng h la chn ng. Ngn sch qung co (Money) Cc yu t nh hng n quyt nh ngn sch : - Giai on vng i ca sn phm: sn phm mi thng xng ng vi ngn sch qung co ln xy dng nhn thc v khuyn khch ngi tiu dng s dng th. Cc thng hiu bn vng thng h tr ngn sch qung co thp hn. 19. CHUYN TT NGHIP SVTH:L BO TRUNG GVHD: NGUYN VN TRNG LP : MA003 K36 7 - Th phn v lng ngi dng cn bn: thng hiu c th phn ln thng i hi t chi ph qung co. Vic xy dng th phn bng cch lm tng kch thc ca th trng i hi chi ph ln. - Cnh tranh v ln xn: trong mi trng c nhiu i th cnh tranh mc chi tiu ln cho qung co, mt thng hiu phi qung co nhiu hn bit n. - Tn xut qung co: s ln lp i lp li cn thit a thng ip ca thng hiu n vi rng ri ngi tiu dng c mt tc ng r rt trn ngn sch qung co. - Kh nng b thay th ca sn phm: thng hiu trong cc nhm hng c t s khc bit hoc hng tiu dng (bia, nc gii kht) i hi qung co nng tay thit lp hnh nh duy nht. Pht trin chin dch qung co Trong vic thit k v nh gi chin dch qung co, chuyn gia tip th s dng c ngh thut ln khoa hc pht trin chin dch thng ip hay nh v mt qung co-iu m qung co c gng truyn t v thng hiu-v chin lc sng to-cch thc m qung co th hin tuyn b ca thng hiu. Cc nh qung co phi tri qua ba bc: to ra v nh gi thng ip, pht trin v thc hin sng to, v xem xt trch nhim x hi. La chn hnh thc truyn thng ch yu thc hin iu ny cc chuyn gia lp k hoch truyn thng phi bit nng lc ca cc loi phng tin truyn thng qung co ln nhm t c phm vi, tn sut, v tc ng cc phng tin qung co truyn thng ch yu cng vi chi ph, li th v nhng hn ch c lit k trong bng 1.1. Chuyn gia lp k hoch truyn thng la chn da trn cc yu t cn nhc nh thi quen xem phng tin truyn thng ca i tng mc tiu, c tnh ca sn phm, nhng yu cu ca thng ip v chi ph. 20. CHUYN TT NGHIP SVTH:L BO TRUNG GVHD: NGUYN VN TRNG LP : MA003 K36 8 Bng 1.1 Cc loi hnh truyn thng ch yu ngun Philip Kotler Kevin Keller, Qun tr marketing (nh xut bn Lao ng X Hi, H Ni,2012)p 531 Bng 1.1 Cc loi hnh truyn thng ch yu Phng tin u im Hn ch Bo Linh hot ; ng lc; ph th trng tt; c chp nhn rng ri; tin cy cao Thi gian tn ti ngn; cht lng in km; c gi thp v c lt Truyn hnh Kt hp nh sng, m thanh v chuyn ng; kch thch cc gic quan; s ch cao; phm vi rng Chi ph tuyt i cao; tip xc qua loa; tnh chn lc i tng km Th trc tip Chn lc i tng; linh hot; khng c qung co cnh tranh trong cng phng tin;c nhn ha Chi ph tng i cao; hnh nh th rc Radio i tr; chn lc a l v dn s cao; chi ph thp Ch c m thanh; s ch thp hn truyn hnh; c cu xp hng cha c chun ha; tip xc qua loa Tp ch Chn lc a l v dn s cao; tin cy v uy tnh; cht lng in tt Thi gian ch lu; lng ph trong pht hnh Qung co ngoi tri Linh hot; s tip xc lp li cao; chi ph thp; t cnh tranh Chn lc i tng km; hn ch tnh sng to Nin gim ph tt; tin cy cao; phm vi rng; chi ph thp Nhiu cnh tranh; thi gian ch i lu; hn ch tnh sng to Bn tin Tnh chn lc rt cao; kim sot hon ton; c hi tng tc; chi ph tng i thp C th lng ph Brochure Linh hot; kim sot hon ton; c th quan trong ha thng ip Sn xut qu nhiu c th gy lng ph in thoai Nhiu ngi s dng; c Chi ph tng i cao; 21. CHUYN TT NGHIP SVTH:L BO TRUNG GVHD: NGUYN VN TRNG LP : MA003 K36 9 hi tip xc c nhn tng s phn i ca ngi tiu dng internet Tnh chn lc cao; kh nng tng tc cao; chi ph tng i thp Tnh ln xn ngy cng tng 1.3.1.2 Quan h cng chng (PR) Khi nim: cc chng trnh hng ni dnh cho nhn vin cng ty hoc hng ngoi n ngi tiu dng, cc cng ty khc, chnh ph, v cc phng tin truyn thng thc y hoc bo v mt hnh nh ca cng ty, hoc thng tin ca mt sn phm ring bit. Hu ht cc cng ty c mt b phn quan h cng chng chuyn theo di thi ca cng chng v phn phi thng tin thng ip truyn thng nhm mc ch xy dng thin ch. B phn PR gii lun t vn cho ban lnh o cc chng trnh tch cc v loi b cc hot ng m h, sao cho cc hnh nh tiu cc khng pht sinh. H thc hin nm chc nng sau y: - Quan h bo ch: trnh by tin tc v thng tin v t chc theo hng tch cc nht. - Qung b sn phm: cc n lc tr gip nhm qung b sn phm. - B phn truyn thng cng ty: thc y s hiu bit v t chc thng qua truyn thng i ni v i ngoi. - Vn ng hnh lang: i ph vi cc nh lp php v cc c quan chnh ph thc y hoc lch qua nhng k h ca php lut v cc quy nh. - T vn: t vn cho ban lnh o v cc vn cng chng, v tr v hnh nh ca cng ty trong giai on tt ln xu. Tip th quan h cng chng Nhiu cng ty ang hng ti tip th quan h cng chng (marketing public relation-MPR) h tr cng ty, hoc qung b sn phm v to dng hnh nh. ng vai tr quan trng trong cc nhim v sau: 22. CHUYN TT NGHIP SVTH:L BO TRUNG GVHD: NGUYN VN TRNG LP : MA003 K36 10 - Trnh lng sn phm mi - Ti nh v mt sn phm trng thnh - Xy dng s quan tm cho ngnh hng - Tc ng ln nhm i tng c th - Bo v cc sn phm gp phi vn cng chng - Xy dng hnh nh cng ty sao cho phn nh tt p v sn phm ca cng ty Cc quyt nh chnh trong tip th PR Trong vic xem xt khi no v lm th no s dng MPR, ban qun l phi thit lp cc mc tiu tip th, la chn thng ip PR v cc loi phng tin, trin khai k hoch mt cch cn thn v nh gi kt qu. Cc cng c MPR c m t trong bng 1.2: Bng 1.2 Cc cng c trong tip th PR (ngun Philip Kotler Kevin Keller, Qun tr marketing (nh xut bn Lao ng X Hi, H Ni,2012)p 536 Bng 1.2 Cc cng c trong tip th PR Xut bn phm: cc cng ty da theo nhiu t liu xut bn tip cn v tc ng cc th trng mc tiu ca mnh. Chng gm c: bo co thng nin, Brochure, bi bo, bn tin v tp ch cng ty, t liu nghe nhn. S kin: cng ty c th li ko s ch v cc sn phm mi, hoc cc hot ng khc bng cch t chc v qung b cc s kin c bit nh hp bo, hi tho, trin lm, hi ch thng mi, cc cuc thi v cc dp k nim thnh lp. Ti tr: cng ty c th qung b thng hiu v tn tui ca mnh thng qua ti tr, qung b cc s kin th thao, vn ha v cc s kin t thin c nhiu ngi ch Tin tc: mt trong nhng nhim v chnh ca cc nh PR l tm kim hoc to ra nhng tin tc thun li v cng ty, sn phm, con ngi v lm cho gii truyn thng chp nhn thng co bo ch v tham d hp Din thuyt: cng ngy cc nh lnh o ca nhiu cng ty cng phi tr li nhng thc mc ca gii truyn thng, hoc c bi ni chuyn cc hi ch thng mi, hp mt khch hng, nhng ln xut hin ny c th gip xy dng hnh nh cng ty. Cc hot ng v cng ng: cng ty c th to ra thin ch bng cch ng gp tin bc hoc thi gian cho cc hot ng t thin 23. CHUYN TT NGHIP SVTH:L BO TRUNG GVHD: NGUYN VN TRNG LP : MA003 K36 11 Nhn dng doanh nghip: cc cng ty cn c s nhn dng gip cho cng chng nhn ra h ngay. S nhn dng ny c c thng qua biu trng,brochure, bng hiu, cng vn giao dch, danh thip, tr s, ng phc v cc quy nh trang phc ca cng ty. 1.3.1.3 Marketing trc tip Khi nim:s dng th, in thoi, fax, e-mail, hoc internet tuyn thng trc tip hoc trng cu phn ng i thoi t cc khch hng c th v trin vng. Ngy nay nhiu n v tip th xy dng mi quan h lu di vi khch hng. H gi thip sinh nht, ti liu thng tin hoc cc mn qu nh cho khch hng. Cc hng hng khng, khch sn v cc doanh nghip khc c nhng chng trnh tng thng nh k v th cu lc b. tip th trc tip l s dng cc knh trc tip ti ngi tiu dng tip cn, cung cp hng ha, dch v cho khch hng m khng cn cc nh tip th trung gian. Nh tip th c th s dng mt s knh tip xc khch hng tim nng v khch hng c nhn nh gi th trc tip, tip th qua catalogue, tip th qua in thoi, truyn hnh tng tc, cc ki-t, cc trang web, cc thit b di ng. H lun tm kim cc p ng c th lng trc c- thng l mt n hng- thng qua tip th t hng trc tip. Tip th trc tip l mt ng hng pht trin nhanh chng cho dch v khch hng, mt phn p ng vi mc chi ph cao v ngy cng tng ca vic tip cn cc th trng tiu dng thng qua lc lng kinh doanh. Li ch ca vic tip th trc tuyn Tnh phi i chng ca th trng khin cho th trng ngch ngy cng tng ln. Ngi tiu dng thiu thi gian, mt mi vi giao thng v nhc u tm bi u xe thng nh gi cao cc s in thoi min ph, cc trang web m, hnh thc giao hng hm sau v s tn ty trong dch v khch hng ca cc n v tip th trc tip. Ngi bn cng hng li t tnh phi i chng. Cc n v tip th trc tip c th mua mt danh sch a ch ca hu ht cc nhm mua bt k no: ngi thun tay tri, ngi tha cn, cc triu ph. 24. CHUYN TT NGHIP SVTH:L BO TRUNG GVHD: NGUYN VN TRNG LP : MA003 K36 12 Mt s c trng ca cc knh tip th trc tip khc nhau: Th trc tip Tip th qua th trc tip ng ngha vi vic gi mt xut, thng bo, nhc nh, hoc mt th khc cho ngi tiu dng c nhn. S dng danh sch a ch c chn lc cao, tip th trc tip gi i hng triu th mi nm-th, t ri, t gp, v nhng nhn vin bn hng c cnh khc. Mt s nh tip th trc tip gi cc DVD a phng tin cho cc khch hng v khch hng tim nng. Gi th trc tip l mt phng tin ph bin v n cho php chn lc th trng mc tiu, n c th c nhn ha c tnh linh hot, ng thi cho php th nghim sm v o lng phn ng. Mc d chi ph cho mi nghn l cao hn so vi cc phng tin thng tin i chng, nhng ngi c chng tip cn li l cc khch hng c trin vng hn nhiu. Tip th qua catalogue Trong tip th qua catalogue, cc cng ty c th gi cc catalogue sn phm hng ha y , catalogue tiu dng c bit v catalogue doanh nghip, thng dng in n, nhng cng c th dng DVD hoc trc tuyn. S thnh cng ca mt doanh nghip catalogue ph thuc vo s qun tr danh sch khch hng mt cch cn thn trnh trng lp hoc cc khon n xu, kim sot hng tn kho,cung cp hng ha cht lng tt h thp t l tr hng v xy dng hnh nh khc bit. Tip th qua in thoi Tip th qua in thoi l vic s dng in thoi v cc trung tm tip nhn cuc gi thu ht khch hng tim nng, bn cho khch hng hin ti v cung cp dch v nhn n t hng ln tr li cu hi. N gip cng ty tng doanh thu, gim chi ph bn hng v ci thin s hi lng ca khch hng. Cng ty s dng cc trung tm, gi in tip nhn cc cuc gi t khch hng-tip gi v-v khi xng cuc gi n khch hng ln khch hng tim nng-tip th gi i. 25. CHUYN TT NGHIP SVTH:L BO TRUNG GVHD: NGUYN VN TRNG LP : MA003 K36 13 Mc d tip th gi i trong lch s tng l mt cng c tip th chnh, tnh xm phm tim nng ca n khin y ban Thng mi Lin bang phi thnh lp danh sch cc s khng c gi ca quc gia trong nm 2003. Khong 192 triu ngi tiu dng khng mun nhn cc cuc gi tip th qua in thoi nh ng k vo danh sch ny nm 2009. Do ch c cc t chc chnh tr, t chc t thin, nh kho st qua in thoi, hoc cc cng ty c mi quan h vi ngi tiu dng c tr min, tip th ngi tiu dng ,mt i phn nhiu tnh hiu qu ca n. Tuy nhin tip th B2B qua in thoi li ngy cng tng. Raleigh Bicycles s dng tip th qua in thoi gim chi ph bn hng c nhn trong vic lin h vi cc i l. Trong nm u tin, chi ph i li cho lc lng bn hng gim 50% v doanh s bn hng trong qu tng 34%. Do c ci tin vi vic s dng in thoi video, tip th qua in thoi s ngy cng thay th cc chuyn i cho hng (sales call) trn thc a tn km, d khng bao gi loi b c chng. Cc phng tin truyn thng khc cho tip th phn hi trc tip Nh tip th trc tip s dng tt c cc phng tin truyn thng chnh. Bo v tp ch c qung co cung cp sch v, qun o, gia dng, k ngh v cc hng ha dch v khc m c nhn c th t hng qua s in thoi min ph. Qung co qua radio by gi gii thiu cc xut 24 gi mt ngy. Mt s cc cng ty chun b cc on phim t gii thiu 30 n 60 pht kt hp vic bn hng qua truyn hnh vi thu thp thng tin v gii tr. Phim gii thiu cng qung b cc sn phm phc tp hoc c cng ngh tin tin hoc nhng sn phm cn phi gii thch nhiu. Cc knh mua sm trn truyn hnh c s dng bn hng ha, dch v qua s in thoi min ph hoc trc tuyn vi cam kt giao hng trong vng 48 gi. Cc vn cng chng v o c trong vic tip th trc tip. Cc nh tip th v khch hng ca h thng thch mi quan h i bn cng c li. Tuy nhin, i khi chng ta nhn thy mt tri ca vn : 26. CHUYN TT NGHIP SVTH:L BO TRUNG GVHD: NGUYN VN TRNG LP : MA003 K36 14 - Kch ng: nhiu khch hng khng thch bn hng trc tip hay cho ko tip th trc tip. - Bt cng: mt s tip th trc tip tn dng u th ca mnh i vi ngi mua bc ng, ngi t , hoc nhm vo nhng ngi d b nh hng, c bit l ngi gi. - Di tr v gian ln: mt s nh tip th thit k bu phm v vit ni dung nhm mc ch gy hiu lm hoc phng i kch thc sn phm, cc tuyn b v hiu xut sn phm, hoc gi bn l. y ban Thng mi Lin bang nhn c hng nghn khiu ni mi nm v la o u t v c t chc t thin gi mo. - Xm phm ring t: c v gn nh ton b nhng ln ngi tiu dng mua sn phm bng th hoc in thoi, yu cu ng k th tn dng hoc ng k tp ch di hn, tn ca h, a ch, hnh vi mua c th c thm vo c s d liu nhiu cng ty. Nhng li ch trch lo lng rng cc nh tip th bit qu nhiu v cuc sng ca ngi tiu dng, v rng h c th s dng kin thc ny tn dng li th mt cch khng cng bng. Nhng ngi trong ngnh tip th trc tip bit rng, nu vic gim st b l l, nhng vn nh vy s dn n thi tiu cc ca ngi tiu dng, t l p ng thp hn v cc quy nh ca nh nc ln ca lin bang s phi a ra. Hu ht cc nh tip th trc tip mun cng mt iu m ngi tiu dng mun: cc xut tip th trung thc v c thit k tt nhm ring vo ngi thch nghe chng. 1.3.1.4 Truyn ming Khi nim: truyn thng t ngi sang ngi bng ng ni, vit, hoc lin lc in t c lin quan n gi tr hoc kinh nghim mua/s dng sn phm/dch v. Ngi tiu dng s dng truyn ming ni v hng t thng hiu mi ngy, t cc sn phm truyn thng v cc gii tr nh phim nh, chng trnh truyn hnh, 27. CHUYN TT NGHIP SVTH:L BO TRUNG GVHD: NGUYN VN TRNG LP : MA003 K36 15 v cc n phm cho ti cc sn phm thc phm, dch v du lch v cc ca hng bn l. Cc cng ty nhn thc su sc v sc mnh ca truyn ming. Giy Hush Puppies, bnh rn Krispy, b phim bom tn The Passion of the Christ(s kh nn ca cha Jesus) v gn y hn, giy Crocs xy dng thng qua truyn ming mnh m cng nh cc cng ty nh The Body Shop, Palm, Red Bull, Starbucks v Amazon.com. Truyn khu tch cc i khi t ng xy ra vi mt cht qung co, nhng cng c th c qun tr v to iu kin. Truyn khu c bit c hiu qu cho cc doanh nghip nh, nhng cng ty m khch hng c th cm thy mt mi quan h c nhn hn. Nhiu doanh nghip nh ang u t vo cc loi hnh truyn thng x hi khc nhau, chi ph cho cc t bo, i pht thanh v nim gim c nhc n. Southerm Jewelz c thnh lp bi mt c nhn mi tt nghip i hc, c doanh s bn hng gp i trong su thng, sau khi bt u tch cc s dng facebook, Twitter v phn mm thng mi in t. Vi s pht trin ca cc phng tin truyn thng x hi, cc tip th i khi phn bit truyn thng c tr ph vi cc truyn thng t c hay min ph. Mc d cn nhiu quan im cn cha thng nht , truyn thng mt ph c coi l kt qu ca qung co, qung b do s hin din ca cc cng ty bo ch to ra,hoc nhng n lc qung co khc. Truyn thng t c-hay c gi l truyn thng min ph- l tt c nhng li ch PR mt cng ty nhn c m khng phi trc tip tr tin cho bt k iu g-tt c tin tc, blog, cc cuc i thoi qua mng x hi c dnh dng ti mt thng hiu. Truyn thng t c khng hon ton min ph-cng ty u t vo sn phm, dch v v tip th ca h mc no khin mi ngi ch , vit v ni v h, nhng ch ph ny khng dnh ring khi ln mt phn ng truyn thng. 1.3.2 Cng c trc tuyn 1.3.2.1 Website 28. CHUYN TT NGHIP SVTH:L BO TRUNG GVHD: NGUYN VN TRNG LP : MA003 K36 16 Cng ty phi thit k trang web c th hin hoc trnh by mc ch, lch s, sn phm,v tm nhn ca mnh, hp dn ngay t ln u tin v th v khuyn khch khch hng gh li. Theo Jeffrey Rayport v Bernard Jaworski, cc trang web hiu qu phi c 7 thnh phn thit k c gi l 7C. khuyn khch khch hng truy cp li, cc cng ty phi c bit ch n cc yu t khung cnh, ni dung v to cho mnh mt ch C na : Constant Change (Thay i lin tc): - Context (khung cnh): thit k v b cc - Content (ni dung): vn bn, hnh nh, m thanh, v video - Community (cng ng): trang web xy dng cng ng nhng ngi s dng nh th no - Customization (ty bin): kh nng ca trang web t iu chnh i vi ngi dng khc nhau, hoc cho php ngi dng iu chnh theo mun - Connection ( lin kt): mc lin kt vi cc trang web khc - Commere (kinh doanh): kh nng thc hin giao dch kinh doanh trn trang web (ngun: Jeffrey F.Rayport v Bernard J.Jaworski, e-commere(thng mi in t)(New York: McGrawHill, 2001)p. 116 Khch hng gh thm s nh gi hiu sut ca mt trang web trn s d s dng v sc hp dn. D s dng c ngha l:(1) trang web ti nhanh chng,(2) trang u tin d hiu, v(3) c th d dng chuyn n mt trang web khc mt cch nhanh chng. Sc hp dn c m bo khi (1) mi trang ring bit sch s v khng chen chc ni dung,(2) kiu ch v c ch d c, v (3) trang web s dng tt mu sc (v m thanh). Cc cng ty nh comScore v Nielsen Online theo di ni ngi tiu dng gh thm trn mng thng qua s lt xem trang, s ngi truy cp, thi gian ca chuyn thm,vvcc cng ty cng phi quan tm n anh ninh trc tuyn v cc vn bo mt. 29. CHUYN TT NGHIP SVTH:L BO TRUNG GVHD: NGUYN VN TRNG LP : MA003 K36 17 Bn cnh cc trang web, cng ty c th s dng microsite (trang web quy m nh), cc trang web c nhn hoc mt cm cc trang web c chc nng b sung cho cc trang web chnh. Chng c bit thch hp i vi cc cng ty bn sn phm li sut thp. Mi ngi him khi truy cp vo trang web ca mt cng ty bo him,nhng cc cng ty c th to ra mt microsite v xe hi qua s dng cung cp s t vn cho khch hng mua loi xe ny, ng thi gii thiu mt tha thun bo him tt. 1.3.2.2 Cng c tm kim Cng c tm kim ti u ha (SEO) Cng c tm kim l rt quan trng to ra cht lng khch hng n mt trang web Hnh 1.2 Hnh 1.2 T l phn trm nhng ngi xem xt cc ngun thng tin khc nhau khi nghin cu hoc xem xt mt sn phm hoc dch v Ngun: BrandNewWorld (2004) 30. CHUYN TT NGHIP SVTH:L BO TRUNG GVHD: NGUYN VN TRNG LP : MA003 K36 18 0 10 20 30 40 50 60 70 80 cng c tm kim cc kin c nhn trang web nh bn l ni ting trang web ca thng hiu ni ting trang web so snh gi nhn xt bi cc chuyn gia trn internet kin/ nhn xt ca khch hng trn trang web thng tin sn phm ti cc ca hng cc ni dung t nh cung cp dch v internet ti vi bo/tp ch nhn vin bn hng ti cc ca hng % S hiu bit hnh vi ca ngi tiu dng v cng c tm kim Cng ty tm kim khi iProspect tin hnh nghin cu v cch chng ta tm kim , kt qu l bi hc : - Hn mt na s ngi s dng Internet tm kim t nht mt ln mt ngy. - 81,7% s bt u mt tm kim mi nu h khng th tm thy mt cu tr li c lin quan trong 3 trang u tin ( thng l 30 kt qu). V vy, mt mc , n l mt huyn thoi m nu bn khng nm trong top 10 , bn s khng c ngi thm - n ph thuc vo cht lng v s ph hp ca danh sch cng c. Cc chi tit con s l: 22,6% th mt tm kim sau 31. CHUYN TT NGHIP SVTH:L BO TRUNG GVHD: NGUYN VN TRNG LP : MA003 K36 19 khi kt qu u tin , thm 18,6% sau khi xem xt trang u tin; 25% sau khi kim tra hai trang u tin;v 14,6% ba trang u tin. - Ngi dng c xu hng chn cc kt qu tm kim t nhin u tin vo danh sch tm kim tr tin ;theo mt s mu la chn tm kim t nhin l 60,8% cho Yahoo! V 72,3% cho Google. Con s ny tng cho ngi dng c kinh nghim. iu ny cho thy cng ty tp trung vo danh sch tr tin ch c hn ch tm nhn ca h . Khong mt na cc thanh cng c tm kim s dng t mt trong nhng nh cung cp nh Google, Yahoo (y l nhng plug-in cho tm kim c b sung vo trnh duyt) . Ngun : nghin cu iProspect , ma xun nm 2004 ( www.iprospect.com ) Pay Per Click (PPC) Chi ph cho mi nhp chut (PPC) l s tin nh qung co tr tin cho cng c tm kim Internet v cc nh xut bn khc cho mt nhp chut duy nht v qung co ca mnh m mang n cho mt ngi truy cp vo trang web ca mnh. 1.3.2.3 Online PR PR trc tuyn hoc EPR thc y hiu qu mng Internet. Hy nh rng Internet l s c mng li kt ni vi nhau! cp n mt thng hiu hoc trang web trn cc trang web khc mnh m trong vic hnh thnh cc kin v lo li khch truy cp vo trang web ca bn. Cc yu t chnh ca PR trc tuyn l ti a ha lng truy cp n mt t chc, thng hiu, sn phm hoc cc trang web trn cc trang web ca bn th ba m c th s c ving thm bi i tng mc tiu ca n. Hn na, nh chng ti nu trong ch v ti u ha cng c tm kim, cc lin kt thm c t cc trang web khc n trang web ca bn, cc trang web ca bn s c xp hng cao hn mt cch t nhin hoc danh sch ca cng c tm kim. Gim thiu bt li 32. CHUYN TT NGHIP SVTH:L BO TRUNG GVHD: NGUYN VN TRNG LP : MA003 K36 20 cp n thng qua qun l danh ting trc tuyn cng l mt kha cnh ca PR trc tuyn. Cc hot ng PR trc tuyn Hot ng c th c coi l PR trc tuyn bao gm: Giao tip vi phng tin truyn thng (bo ch) trc tuyn xy dng lin kt Xy dng lin kt l mt hot ng quan trng ti u ha cng c tm kim. N c th c coi l mt phn ca PR trc tuyn v n ni v vic thng hiu ca bn c th nhn thy trn cc trang web ca bn th ba. Lin kt xy dng cn phi c mt n lc c cu trc t c cng nhiu lin kt vo mt trang web cng tt t gii thiu cc trang web (thng bao gm cc lin kt i ng). Chng ti c cng thy rng v tr ca bn trong cc trang kt qu tm kim s cao hn nu bn c cht lng lin kt vo ni dung c lin quan trn trang web ca bn (khng nht thit phi l trang ch). Xy dng cc Blog, podcast v RSS trn internet. Nht k web hoc 'blog' a ra mt phng php d dng thng xuyn xut bn cc trang web l m t tt nht nh tp ch trc tuyn, nht k hay tin tc hoc danh sch cc s kin. H c th bao gm thng tin phn hi (traceback) bnh lun t cc trang web hoc ng gp khc cho trang web. tn s c th hng gi, hng ngy, hng tun hoc t thng xuyn hn, nhng thng tin cp nht hng ngy in hnh 1.3.2.4 Quan h i tc Quan h i tc l mt phn quan trng ca tip th ngy nay. iu ny cng ng vi thc t. Ti nguyn phi c dnh cho vic qun l cc i tc trc tuyn ca bn. Nhiu t chc ln c i ng nhn vin c th qun l cc mi quan h. Trong khi cc t chc nh hn quan h i tc thng b b qua, l mt i mt c hi. C ba loi chnh ca quan h i tc trc tuyn m cn phi c qun l: xy dng link lin kt (bao gm trong cc phn trc, iu ny cng c th c coi l 33. CHUYN TT NGHIP SVTH:L BO TRUNG GVHD: NGUYN VN TRNG LP : MA003 K36 21 mt phn ca PR trc tuyn), lin kt tip th v ti tr trc tuyn. Tt c phi lin quan n mt cu trc tip cn qun l lin kt thng qua mt trang web. Marketing lin kt Lin kt tip th tr nn rt ph bin vi cc nh bn l trc tuyn t tham vng t hn 20% doanh s bn hng trc tuyn ca h thng qua cc chi nhnh. Nhng iu tuyt vi v tip th lin kt cho ca hng bn l trc tuyn, l h , cc nh qung co , khng phi tr cho n khi sn phm c mua. i khi n c gi l qung co khng c nguy c . Tng phn vi gn nh tt c cc hnh thc ca din n xc tin m khng c mt lin kt trc tip gia chi ph qung co v doanh thu t c. Lin kt tip th cng tri ngc vi tip th tr cho mi lt bm vo cng c tm kim , ni m cc nh bn l phi tr cho khch truy cp khng phn bit cho d h mua bt c iu g . Kt qu l n l tng i d dng kim sot chi tiu lin kt v mt cng ty c th d dng m bo chi tiu l bn di cho php chi ph mua li ca khch hng. Tuy nhin , tip th lin kt vn cn c nhng thch thc trong cc chi nhnh c th c i th cnh tranh tim nng trong ti u ha tm kim v tr mi ln nhp chut v h c th gy tn hi cho thng hiu ca bn bng cch lin kt nu h tham kho ni dung khiu dm hoc c bc trn trang web ca h , v d. Thi gian cn phi c phn b cho qun l cc mi quan h. Cc chi nhnh c th c khen thng cho lng trung thnh ca h khuyn khch gii thiu nhiu hn bi cc chng trnh theo tng cp nh Amazon . Ti tr trc tuyn Ti tr trc tuyn khng phi l n gin. N khng ch l mt trng hp phn nh ging th gii thc sp xp ti tr trong "th gii o" , mc d y l mt la chn hp l .C rt nhiu c hi khc cho ti tr trc tuyn c th c tm kim ra , ngay c khi bn khng c mt ngn sch ln theo ca bn .Ryan v Whiteman (2000) xc nh ti tr trc tuyn nh :cc lin kt ca mt thng hiu vi ni dung lin quan hoc ng cnh vi mc ch ca vic to ra thng hiu nng cao nhn thc v tng 34. CHUYN TT NGHIP SVTH:L BO TRUNG GVHD: NGUYN VN TRNG LP : MA003 K36 22 cng thng hiu trong mt hnh thc phn bit r rng t mt banner, nt , hoc n v qung co tiu chun khc .i vi cc nh qung co , ti tr trc tuyn c nhng li ch m tn ca h c lin quan vi mt thng hiu trc tuyn m ngi truy cp trang web l quen thuc. V vy, i vi ngi dng ca cc ISP Wanadoo , ngi m h quen thuc , ti tr xy dng da trn mi quan h hin ti ny v tin tng. Lin quan cht ch l trc tuyn ' hp tc thng hiu " , ni c mi lin quan gia hai thng hiu. Tr tin cho ti tr ca mt trang web khc , hoc mt phn ca n , c bit l mt cng thng tin, cho m rng mt thi gian l mt cch khc pht trin cc lin kt vnh vin. Hp tc thng hiu l mt phng php chi ph thp hn ti tr v c th khai thc s phi hp gia cc cng ty khc nhau. 1.3.2.5 Qung co tng tc Lm th no tch cc bn xem qung co tng tc nh mt cng c thng tin lin lc ? thm ch ngy hm nay, c rt t cc nh qung co s dng qung co tng tc , mt phn v qung b v qung co tng tc c th v thiu kinh nghim . 468 ngi u tin 68 im nh banner qung co c t trn Hotwired trong nm 1995 v gi hnh ng 'Click vo y ! " to ra mt nhp chut l 25%. K t , nhp chut gim ng k vi nhiu ngi tiu dng b ' biu ng m '- H b qua bt c iu g trn mt trang web trng ging nh mt qung co. cc Doubleclick Bin son cc phn ng qung co ( www.doubleclick.com ) cho thy hm nay CTR trung bnh t 0,2% v 0,3% . T l p ng thp ny kt hp vi chi ph tng i cao hn 20 ngn qung co phc v dng nh thc hin mt s cc nh tip th thnh kin i vi qung co tng tc . Nhng chng ta s thy rng c rt nhiu sng to phng php tip cn qung co tng tc c chng minh nng cao nhn thc thng hiu v nh mua . Nguyn tc c bn ca qung co trc tuyn: Qung co trn cc trang web din ra khi mt nh qung co tr tin t ni dung qung co trn mt trang web khc. Qu trnh ny thng lin quan n phc v 35. CHUYN TT NGHIP SVTH:L BO TRUNG GVHD: NGUYN VN TRNG LP : MA003 K36 23 t mt my ch khc nhau t qung co m trn trang c t chc (qung co c th c phc v trn cc trang web ch trong mt cch tng t). Qung co l c th trn mt lot cc trang web lu lng truy cp n mt t chc ca trang web ch.Trang web im n t mt qung co banner thng s c thit k nh mt trang phn hi trc tip c bit to ra khuyn khch hnh ng hn na.V d, cc nh cung cp t Huggies t mt qung co trn mt trang web chm sc tr m dn ph huynh cch nhp vo lin kt ny thng tin chi tit hn v Huggies cha trn trang web v cung cp cho h nhiu la chn hn. Mc ch ca qung co tng tc: N c th c cho rng mi trang web l mt qung co k t khi n c th thng bo ,thuyt phc v nhc nh khch hng v mt cng ty hoc cc sn phm v dch v ca mnh . Tuy nhin ,mt trang web cng ty khng phi l mt qung co ng theo ngha thng thng , v tin khng c trao i t ni dung ca cc trang web trn mt phng tin thuc s hu ca mt bn th ba. Mc ch chnh ca qung co tng tc l chuyn hng lng truy cp vo mt trang web ch, c kt qu khc m mt nh qun l tip th c th tm kim t c thng qua mt chin dch qung co tng tc. Cartellieri et al. (1997)xc nh cc mc tiu sau y : - Cung cp ni dung . y l trng hp in hnh, ni mt nhp chut vo mt qung co banner n mt trang web ch cung cp thng tin chi tit hn v mt ngh . - Cho php giao dch. Nu mt nhp chut thng qua mt thng gia nh mt trang web du lch hoc mt hiu sch trc tuyn ny c th dn trc tip n vic bn hng . Mt phn ng trc tip cng c tm y . - Hnh thnh thi . Qung co mt l ph hp vi mt thng hiu cng ty c th gip xy dng thng hiu . - Mi phn ng. Mt qung co c th c dng xc nh khch hng tim nng mi hoc l mt bt u cho truyn thng hai chiu . Trong 36. CHUYN TT NGHIP SVTH:L BO TRUNG GVHD: NGUYN VN TRNG LP : MA003 K36 24 nhng trng hp qung co tng tc c th khuyn khch ngi dng g vo mt a ch e-mail hoc cc thng tin khc. - Khuyn khch duy tr. Qung co c th c t nh mt li nhc nh v cng ty v dch v ca mnh v c th lin kt thng qua cc chng trnh khuyn mi bn hng ti ch. 1.3.2.6 Email Marketing Khi nim: Email marketing l hnh thc gi email thng tin lin quan ti ngi nhn truyn ti ni dung n khch hng mc tiu.Vic s dng email marketing gip doanh nghip nhanh chng a thng tin trc tip n khch hng gim chi ph v thi gian. y l phng thc mang li hiu qu nht kim chng trong thi gian qua. Hot ng marketing bng email gm 2 hnh thc: - Email marketing cho php hay c s cho php ca ngi nhn (Solicited Commercial Email), y l hnh thc hiu qu nht. - Email marketing khng c s cho php ca ngi nhn (Unsolicited Email Marketing hay Unsolicited Commercial Email - UCE) cn gi l Spam. y l hai hnh thc marketing bng email u tin xut hin trn Internet. Cc bc thc hin chin dch Email-Marketing: Xy dng danh sch email: Cc phng php xy dng danh sch email: - To Form ng k nhn tin trn website ca bn - Tng hp thng tin v khch hng hin ti - T chc chng trnh khuyn mi - T chc s kin - Nh cung cp Data List Thit k email 37. CHUYN TT NGHIP SVTH:L BO TRUNG GVHD: NGUYN VN TRNG LP : MA003 K36 25 Thit k email khng n gin nh son tho vn bn trn Word, n ging vi vic thit k mu cho website hn v email s dng nh dng HTML. Tuy nhin n cng khng h phc tp nh thit thit k website. V vy, nu cng ty ca bn khng c nhn vin chuyn thit k, bn nn thu bn ngoi. Mt phng n n gin hn l bn s dng nhng mu thit k c sn trong cc phn mm email marketing trc tuyn nh BlinkContact. Nhng mu ny cho php thit k email ha m khng cn cc kin thc v HTML, thao tc rt n gin, tng t nh Word. thit k bn cn s dng mt hoc kt hp cc phn mm: - Phn mm son tho HTML: DreamWeaver, FrontPage - Phn mm bin tp nh: Photoshop - B son tho email c sn trong phn mm email marketing - Chnh sa li mt mu email (template) c sn Nu bn thng xuyn phi gi i cc bn tin v cu trc ca cc bn tin ny v c bn l tng t nhau, bn nn thit k mt mu email (template) duy nht. Trong tng chin dch, bn ch s dng li mu thit k , thay th cc phn ch (text) v hnh nh (image) tng ng. Gi v theo di kt qu Vic cui cng bn phi thc hin trong chin dch ca mnh l gi email i v theo di kt qu phn hi. Tng chng nh rt d dng, bn ch vic gi, n Send mt ci l xong? Khng h n gin nh vy. Nu bn ch gi i vi chc email, Gmail, Yahoo, bt c hm th min ph no cng cho bn gi i. Qu tuyt. Khng mt chi ph g c. Khi bn gi i 10 nghn, 100 nghn email th sao? Lc ny bn cn mt phn mm v my ch gi email chuyn nghip. Gmail hay Yahoo khng cho php bn gi vi lng ln nh vy, nu bn vn c tnh gi, hm th ca bn s b kha vnh vin hoc b blacklist. C nhiu phng n cho bn chn: 38. CHUYN TT NGHIP SVTH:L BO TRUNG GVHD: NGUYN VN TRNG LP : MA003 K36 26 - S dng phn mm ci trn my tnh ca bn - S dng phn mm email marketing trc tuyn - Thu my ch (SMTP) gi email i - T xy dng h thng gi email cho cng ty (gm c phn mm v my ch) Bn tin hnh gi chin dch email nhng lm th no c th nh gi c hiu qu ca c chin dch . Cng c thng k s gip bn lm tt iu ny da trn cc ch s lng open, lng ngi open, t l click, s lng email hng,... Khi nim ca cc ch s trn: - Lng Open l s lng email c m mt hoc nhiu ln bi ngi nhn. Tc l, mi email c m mt hay nhiu ln v mi ln m s c tnh vo lng open trong sut chin dch. - Lng ngi open l s lng ngi m email v c tnh mt ln duy nht khi ngi nhn m email trong ln u tin. - T l Click: l t l ngi nhn click vo link lin kt trong email tnh trn tng s lng email c gi i thnh cng. - S lng email hng: l lng email gi i khng thnh cng do nhiu yu t khc nhau nh email khng tn ti, hm th y, email b chn ni dung,.. - Thng k ngng nhn tin: l lng ngi t chi nhn bn tin t a ch email ca bn sau khi h nhn c email u tin ca bn trong chin dch email marketing u tin. 1.3.2.7 Marketing lan truyn Mt s nh tip th nhn mnh hai hnh thc ring ca truyn khu- tip th d lun(buzz) v tip th lan truyn(viral marketing). Tip th d lun khi gi s phn khch, to ra s qung b v truyn t thng tin mi lin quan n thng hiu qua nhng cch thc bt ng hoc thi qu. Tip th lan truyn l mt hnh thc khc ca 39. CHUYN TT NGHIP SVTH:L BO TRUNG GVHD: NGUYN VN TRNG LP : MA003 K36 27 truyn khu cn gi l truyn khu bng cch nhp chut, khuyn khch ngi tiu dng truyn i cc sn phm dch v, hoc video, m thanh, thng tin bng vn bn c cng ty pht trin cho ngi khc trn mng. Cc trang web vi ni dung do ngi dng to ra nh Youtube, Video MySpace, Google Video, ngi tiu dng v cc nh qung co c th ti ln cc mu qung co v video c chia s nhanh chng bi hng triu ngi. Video trc tuyn rt c hiu qu v mt gi tr-tn t 50.000 n 200.000 la v cc nh tip th c th t do hn vi chng. S thi qa l con dao hai li. Trang web Blendtec sp xp cc video khi hi ca hng vo loi ng lm th iu ny nh v a ra mt lot cc video hy th lm iu ny nh cho thy lm th no xay rau c qu chng hn. Tri ngc vi quan im ph bin, cc sn phm khng nht thit phi l thi qu hoc t ph to ra d lun. Cc cng ty c th gip to ra d lun; truyn thng hoc qung co khng phi l lun lun cn thit d lun xy ra. Tip th d lun v lan truyn u c gng to ra ting vang trn th trng nhm gii thiu mt thng hiu v cc tnh nng ng ch ca n. Mt s ngi tin rng nhng nh hng ny dn dt bi cc quy lut ca gii tr hn l cc quy lut ca bn hng. 1.3.2.8 Truyn thng mng x hi Truyn thng mng x hi l phng tin cho php ngi tiu dng chia s thng tin di dng vn bn, hnh nh, m thanh v video vi nhau, vi cng ty v ngc li. Truyn thng mng x hi cho php cc nh tip th lp nn mt ting ni v mt s hin din ca cng chng trn internet cho php cc nh tip th lp nn mt ting ni v mt s hin din ca cng chng trn web, ng thi tng cng cc hot ng truyn thng khc. Do tnh cht tc thi ca chng, truyn thng x hi cn c th khuyn khch cc cng ty tip tc sng to v t ra thch ng. 40. CHUYN TT NGHIP SVTH:L BO TRUNG GVHD: NGUYN VN TRNG LP : MA003 K36 28 C ba nn tng chnh ca truyn thng x hi: (1) cng ng v din n trc tuyn,(2) cc blogger(c nhn v mng li nh Sugar v Gawker) v (3) mng x hi (nh facebook, Twitter v Youtube) Cng ng v din n trc tuyn: c nhiu hnh thc v quy m. Nhiu ci c to ra bi ngi tiu dng hoc cc nhm ngi tiu dng khng c li ch thng mi hoc s dnh dng ca cng ty. Nhng ci khc c ti tr bi cc cng ty v cc thnh vin lin lc vi cng ty hoc vi nhau thng qua bi ng, tin nhn tc thi, tho lun v li ch lin quan ti sn phm v thng hiu cng ty. Cc cng ng, din n trc tuyn c th l ngun ti nguyn ng gi cho cc cng ty v cung cp nhiu tnh nng thng qua thu thp v truyn t thng tin quan trng. Cha kha cho s thnh cng ca cc cng ng trc tuyn l to ra cc hot ng c nhn v nhm gip hnh thnh gn kt gia cc thnh vin trong cng ng. Trung tm tng ti Kadak Gallery l mt cng ng trc tuyn trao i tng v vic lm th no s dng cc sn phm nh Kodak to ra qu tng c nhn v cc sn phm sng to khc cng cc hnh nh k thut s. Kodak nhn thy cc khuyn ngh ln nhau trong cng ng s dn n vic mua thng xuyn v nhiu hn. Apple t chc s lng ln cc nhm tho lun c t chc theo cc dng sn phm v theo ngi tiu dng, so vi vic s dng chuyn nghip. Nhng nhm ny l ngun thng tin sn phm chnh ca khch hng sau khi bo hnh ht hn. Dng chy thng tin trong cc cng ng v din n trc tuyn l hai chiu v c th cung cp cho cc cng ty nhng thng tin, tm t nguyn vng ca khch hng hu ch v kh c c. Khi GlaxoSmithKline chun b tung ra loi thuc gim cn mi nht ca mnh, Alli, hng ti tr mt cng ng gim cn.Hng nhn ra thng tin phn hi c c gi tr hn nhiu so vi nhng g c th nhn c t cc kho st nhm khch hng(focus group) theo li truyn thng. Tuy nhin, nghin cu cho thy rng cc cng ty nn trnh dn ch ha ca s cch tn mt cch qu mc. Nhng tng t ph c th b thay th bng cc gii php mu s chung thp nht. 41. CHUYN TT NGHIP SVTH:L BO TRUNG GVHD: NGUYN VN TRNG LP : MA003 K36 29 Blog, nht bo hoc nht k trc tuyn c cp nht thng xuyn, tr thnh mt phng tin quan trong truyn khu. C hng triu blog tn ti vi mun hnh vn trng, mt s l ca c nhn dnh cho gia nh v bn thn, s khc c thit k tip cn v nh hng n s lng c gi rng ln. Mt trong nhng sc hp dn r rng ca blog l a nhng ngi c cng mi quan tm n vi nhau. Mng li blog nh Gawker Media cung cp cho nh tip th mt danh mc nhiu la chn. Blog chuyn tin n ngi ni ting Popsugar sn sinh ra cc h thng blog mi v thi trang(Fabsugar), lm p(Bellasugar), lng mng v vn ha(trssugar) thu ht ph n t 18-49. Cc cng ty ang to ra blog ca ring mnh v cn thn theo di ca nhng cng ty khc. Cc cng c tm kim blog cung cp phn tch cp nht tng pht v hng triu blog tm hiu nhng suy ngh ang c trong u mi ngi.Cc blog ph bin ang to ra nhng nh dn dt c tm nh hng. Ti trang web Treehugger, mt nhm cc blogger theo di cc sn phm tiu dng xanh cho 3,5 triu lt khch truy cp mi thng, cung cp cc video, hng dn tham kho v ng trung bnh 35 bi mi ngy. Bi v nhiu ngi tiu dng ang kim tra thng tin v nh gi sn phm trn cc blog, y ban Thng mi Lin bang cng tin hnh mt s bc yu cu cc blogger tit l mi quan h ca h vi cc nh tip th sn phm m h hu thun. thi cc khc, mt s ngi tiu dng s dng blog v video nh mt phng tin tr a v trng pht cc cng ty c dch v t v sn phm li. Cc thiu st trong dch v khch hng ca Dell lan truyn trn internet thng qua lot bi Dell Hell. AOL kh cht vt khi mt khch hng tht vng ghi li v truyn hnh trc tip hnh vi cng quyt hy b dch v ca mt i din dch v ca hng. Comcast tng lng tng khi b tung mt on video ghi li hnh nh mt k thut vin ca hng ng trn hng gh ca khch hng. Mng x hi tr thnh mt sc mnh quan trng trong c tip th B2C ln B2B. Nhng mng chnh bao gm Facebook, cng l ,mng x hi ln nht th gii, 42. CHUYN TT NGHIP SVTH:L BO TRUNG GVHD: NGUYN VN TRNG LP : MA003 K36 30 MySpace ch yu tp trung vo m nhc v gii tr; Linkedln nhm vo cc chuyn gia quan tm n s nghip; v Twitter cho php cc thnh vin ni mng thng qua cc tin nhn 144 k t(Tweet). Cc mng x hi khc nhau cung cp cc li ch khc nhau cho cng ty. V d, trong khi Facebook cho php ln su hn thu ht khch hng theo nhng cch thc giu ngha hn. Cc nh tip th ang hc lm th no khai thc tt nht cc mng x hi v lng c gi khng l, c xc nh r rng ca chng. Do bn cht phi thng mi ca cc mng x hi-ngi dng thng ln mng tm cch kt ni vi nhng ngi khc-vic thu ht s ch v thuyt phc s gp nhiu thch thc hn. Cng vy, do ngi dng t to ra ni dung ring ca mnh, cc qung co c th t ra khng ph hp hoc tr thnh ni dung c tnh cht khiu khch. Tuy nhin qung co ch c mt cch. Ging nh bt k c nhn no, cc cng ty cng c th tham gia vo cc nhm x hi v tch cc ng gp. Vic c mt trang facebook tr thnh mt iu kin tin quyt ca nhiu cng ty. Twitter c th mng li li ch cho ngay c nhng cng ty nh nht. to ra s quan tm n sn phm ca hng v cc s kin do hng t chc, nh sn xut bnh Mission San Fracisco bt u bng vic gi tin nhn tweet nhanh chng c c 1000 ngi theo di v mt s pht ln ng k trong vic kinh doanh. Bin hy theo di twitter ca ti xut hin trn cc ca s ca ngy cng nhiu thng hiu nh. V mc d mng x hi to ra hu ht cc tip xc, nhng mng nh cung cp mt th trng c nhm ch tt hn li c th c nhiu kh nng truyn b thng ip. S dng truyn thng mng x hi: truyn thng mng x hi cho php ngi tiu dng tham gia vi mt thng hiu mc c th l su hn so vi trc y. Cc nh tip th nn lm tt c mi th h c th khuyn khch ngi tiu dng tham gia mt cch nhit tnh. Nhng tuy rt hu ch, truyn thng mng x hi khng bao gi tr thnh ngun duy nht ca truyn thng tip th. 43. CHUYN TT NGHIP SVTH:L BO TRUNG GVHD: NGUYN VN TRNG LP : MA003 K36 31 Nm ly phng tin mng x hi,khai thc truyn khu v to d lun i hi cc cng ty phi chp nhn nhng h qu tt ln xu. Tm tt chng 1 Trong chng ny l phn c s l lun ni v khi nim E-Marketing (Marketing online), cc c im ca hot ng E-Marketing, cc cng c marketing tng tc gm c cng c ngoi tuyn v cng c trc tuyn. C th nh sau: Khi nim E-Marketing theo P. Kotler qu trnh lp k hoch v sn phm, gi, phn phi v xc tin i vi sn phm, dch v v tng p ng nhu cu ca t chc v c nhn - da trn cc phng tin in t v internet. Cc c im ca hot ng E-Marketing gm c: t m hnh truyn thng y n ko, t c thoi n i thoi, t one-to-many n one-to-some v one-to-one, gia tng cc trung gian thng tin v tch hp. Cc cng c marketing tng tc gm c cng c ngoi tuyn v cng c trc tuyn. Trong cng c ngoi tuyn gm: qung co, marketing trc tip,quan h cng chng, truyn ming. Trong cng c trc tuyn gm:website, cng c tm kim, online PR, quan h i tc, qung co tng tc, email marketing, marketing lan truyn. 44. CHUYN TT NGHIP SVTH:L BO TRUNG GVHD: NGUYN VN TRNG LP : MA003 K36 32 CHNG 2 THC TRNG HOT NG E-MARKETING TI TRUNG TM ATHENA. 2.1 GII THIU TNG QUT V TRUNG TM ATHENA 2.1.1 Lch s hnh thnh v qu trnh pht trin 2.1.1.1 Lch s hnh thnh: Theo gi c cung cp bi iGURU Vit Nam da trn yu cu iu tra ca v tnh hnh s dng Internet ca thanh thiu nin Vit Nam.Nm 2004, "Chng c ai hng dn", l tnh trng chung ca thanh thiu nin i vi Cng ngh thng tin ni chung v Internet ni ring. Vit Nam ni nhiu ti tm quan trng ca Cng ngh thng tin, nhu cu ni mng ton cu hi nhp v pht trin, thm ch coi vic gii tr ngy cng quan tm v s dng Internet nhiu l mt biu hin ca s nng cao trnh tin hc v pht trin gio dc. Nhng dng nh "qu tin tng" hay ng hn l ph mc cho kh nng t tm ti ca Thanh thiu nin. K t khi nc ta pht trin dch v Internet vo nm 1997 th s pht trin ca cng ngh thng tin l bc chuyn ln trong nn kinh t nc nh. Cng ngh thng tin (CNTT) l ng lc thc y tng trng kinh t v kch thch tng lc i mi i vi nn kinh t ton cu ni chung v nn kinh t quc dn ca mi nc ni ring. Vi s pht trin khng ngng ca Internet th nhu cu v ngun nhn lc cng ngh thng tin tr thnh mi quan tm ca tt c cc doanh nghip, t chc v nh nc. Bn cnh s pht trin ca mng Internet th lun c nhng ri ro tim n song song. Nm bt c nhu cu v ngun nhn lc cng ngh thng tin v an ninh mng nc nh, mt nhm cc thnh vin l nhng doanh nhn ti nng v thnh cng trong lnh vc cng ngh thng tin quy t c mt i ng cng ngh thng tin vi nhim v trc ht l ng cu my tnh cho cc doanh nghip, c nhn c nhu cu. Cc thnh vin sng lp Athena gm: 45. CHUYN TT NGHIP SVTH:L BO TRUNG GVHD: NGUYN VN TRNG LP : MA003 K36 33 - ng Nguyn Th ng: Cu gim c trung tm ng cu my tnh Athena. ng tt nghip i hc Kinh T Thnh ph H Ch Minh, hin l gim c d n ca cng ty Siemen Telecom; l lp doanh nhn tr thng minh, vui tnh v c nhiu tng kinh doanh to bo. ng c 15 nm kinh nghim trong lnh vc cng ngh thng tin v lnh o, gim c ca nhiu d n ng cu my tnh ca nhiu doanh nghip - ng Ha Vn Th Phc: Ph gim c pht trin thng mi cng ty EIS, mt trong nhng gim c tr nht ca cng ty FPT. Nm 2002, ng l ngi u tin c c chng ch CCIE. Mun c c chng ch ny th sinh phi c mt trnh rt cao v cng ngh thng tin. Vi 10 nm kinh nghim lm vic v hc tp trong lnh vc cng ngh thng tin, cng vi tinh thn hc tp cao v mt u c pht on gip ng nhn thy c nhng c hi kinh doanh trong lnh vc cng ngh thng tin v mong mun gp phn vo s nghip tin hc ho ca t nc - ng Nghim S Thng: Ph Tng gim c ngn hng Lin Vit, chu trch nhim cng ngh thng tin ca ngn hng. ng tt nghip Hc vin ngn hng, Thc s qun tr kinh doanh, l mt trong bn nh lnh o v cng ngh thng tin xut sc Asean, mt trong 14 CSO tiu biu ca ng Nam vi gn 20 nm kinh nghim trong lnh vc qun tr v cng ngh thng tin. - ng V Thng: Hin ang l gim c Trung tm o to qun tr mng v an ninh mng quc t Athena. ng lm quen vi my vi tnh t nm 1991, khi cn l hc sinh chuyn ton ca tnh Bnh Thun. c iu kin tip cn vi cng c mi m ny, ng nn n thy gio cho mt chn v sinh phng my ca trng.Thng cu hc tr ham hc hi, thy gio ng v th l mt th gii khc nhanh chng m hoc ng, ri sau khi tt nghip trung hc ph thng, ng thi vo i hc Bch khoa TP.HCM, khoa Cng ngh Thng tin. Khi Internet bt u xut hin Vit Nam vo nm 1997, ng may mn c v thc tp ti Tng cng ty Bu chnh Vin thng Vit Nam (nay l Tp on Bu chnh Vin thng Vit Nam - 46. CHUYN TT NGHIP SVTH:L BO TRUNG GVHD: NGUYN VN TRNG LP : MA003 K36 34 VNPT). Cng t y, ng bt u quan tm n lnh vc mng. Hn mt nm lm vic ti VNPT (sau khi ra trng), ng c mt kh nhiu tnh, thnh trn c nc pht trin cc gii php (tnh cc, qun l khch hng, qun l thu bao, qun l mng cp...) c ng dng cng ngh thng tin. Sau khong hai nm lm vic ti mt cng ty chuyn v lnh vc tch hp h thng TP.HCM, ng cng vi ngi bn thnh lp nn trung tm vi ba chc nng chnh l: o to chuyn vin qun tr mng, thc hin dch v v qun tr v an ninh mng, cung cp cc gii php ng dng CNTT gia tng hiu qu kinh doanh cho doanh nghip. Ngy 4 thng 10 nm 2004, trung tm chnh thc c thnh lp theo giy php kinh doanh s 410 202 5253 ca S K Hoch u T TP.HCM vi tn l Cng ty TNHH t vn v o to qun tr mng Vit Nng, b nhim ng Nguyn Th ng lm gim c. 2.1.1.2 Cc giai on pht trin: T 2004 2006: Trung tm c nhiu bc pht trin v chuyn mnh. Trung tm tr thnh mt trong nhng a ch tin cy ca nhiu doanh nghip nhm ci t h thng an ninh mng, o to cho i ng nhn vin ca cc doanh nghip v cc chng trnh qun l d n MS Project 2003, k nng thng mi in t, bo mt webv l a ch tin cy ca nhiu hc sinh, sinh vin n hc. i hi cp thit trong thi gian ny l phi nng cao trnh i ng ging vin v nng cao c s vt cht p ng v bt kp tc pht trin ca cng ngh thng tin Nm 2006: Vi s canh tranh v pht trin mnh t cc trung tm o to an ninh mng khc nh VN Pro, Nht Ngh Athena m thm chi nhnh c x Nguyn Vn Tri. ng thi tuyn dng i ng ging vin l nhng chuyn gia an ninh mng tt nghip t cc trng i hc v hc vin cng ngh thng tin uy tn trn ton quc. Trong thi gian ny, Athena cng p dng nhiu chnh sch u i nhm thu ht i ng nhn lc cng ngh thng tin lnh ngh t cc doanh nghip, t chc, lm giu thm i ng ging vin ca trung tm. 47. CHUYN TT NGHIP SVTH:L BO TRUNG GVHD: NGUYN VN TRNG LP : MA003 K36 35 Nm 2008:Chu tc ng t s canh tranh gay gt ca nhiu trung tm o to khc cng vi khng hong kinh t ton cu lm cho Athena ri vo tnh cnh kh khn. ng Nguyn Th ng cng ng Ha Vn Th Phc rt vn khi cng ty gy nn s hoang mang cho ton b h thng trung tm, cng thm chi nhnh ti c x Nguyn Vn Tri hot ng khng hiu qu phi ng ca lm cho trung tm lm vo kh khn ny n kh khn khc. - Lc ny, vi quyt tm khi phc li cng ty thc hin c m gp phn vo s nghip tin hc ha t nc, ng V Thng mua li c phn ca hai nh u t ln lm gim c v xy dng li trung tm vi tn Trung tm o to Qun tr mng v An ninh mng Quc t Athena. y l mt s chuyn mnh quan trng, c ngha to ln i vi trung tm. Cng vi quyt tm mnh m v tinh thn thp, ng V Thng to nn lung gi mi a trung tm vt qua nhng kh khn v vng vng trong thi k khng hong. T 2009 n nay: Vi s lnh o ti ba v c chin lc ca ng V Thng, trung tm o to Qun tr mng v An ninh mng quc t Athena dn phc hi v tr li qu o hot ng ca mnh. n nay, Trung tm Athena tr thnh mt trong nhng trung tm o to qun tr mng v an ninh mng hng u Vit Nam. Cng vi s hp tc lin kt ca rt nhiu cng ty, t chc doanh nghip v Nh nc, trung tm tr thnh ni o to v cung cp ngun nhn lc cng ngh thng tin ng tin cy, tng bc thc hin mc tiu gp phn vo s nghip tin hc ha nc nh. 2.1.2 T chc b my qun l 2.1.2.1 Tr s chnh v chi nhnh: Tr s chnh: Trung tm o to qun tr mng v an ninh mng quc t Athena S 2 inh Tin Hong, phng a Kao, Qun 1 Website: athena.edu.vn in thoi: (08)38244041 - 094 323 00 99 48. CHUYN TT NGHIP SVTH:L BO TRUNG GVHD: NGUYN VN TRNG LP : MA003 K36 36 Chi nhnh: Trung tm o to qun tr mng v an ninh mng quc t Athena S 92 Nguyn nh Chiu, phng a Kao, Qun 1 in thoi: (08)38244041 - 094 323 00 99 2.1.2.2 S t chc: Hnh 2.1 T chc b my qun l ca trung tm Ngun phng nhn s Trung tm Athena 2.1.3 C s vt cht v i ng ging vin Trung tm Athena 2.1.3.1 V c s vt cht Ngay t ngy u thnh lp n nay, Athena lun c gng u t vo c s vt cht v trang thit b p ng vic ging dy, nghin cu v theo kp vi s pht trin nhanh chng ca cng ngh thng tin. Trung tm hin ang c 11 phng hc ti chi nhnh s 92 Nguyn nh Chiu vi sc cha khong 50 hc vin mi phng. Cc 49. CHUYN TT NGHIP SVTH:L BO TRUNG GVHD: NGUYN VN TRNG LP : MA003 K36 37 phng u c trang b my tnh, my chiu v my lnh phc v cng tc ging dy v to s hi lng cho hc vin. Trung tm cn trang b 2 phng my tnh vi 1 server v 25 my trm kt ni internet phc v chu o cho vic ging dy. Trung tm lun bo tr v cp nht h tng h thng lun p ng c i hi ca ngy cng ln ca ngnh cng ngh thng tin. Chng trnh ging dy cng c cp nht lin tc, bo m hc vin lun tip cn vi nhng cng ngh mi nht. 2.1.3.2 V i ng ging dy Tt c cc ging vin trung tm ATHENA c u tt nghip t cc trng i hc hng u trong nc .... Tt c ging vin ATHENA u phi c cc chng ch quc t nh MCSA, MCSE, CCNA, CCNP, Security+, CEH,c bng s phm Quc t (Microsoft Certified Trainer).y l cc chng ch chuyn mn bt buc iu kin tham gia ging dy ti trung tm ATHENA Bn cnh , cc ging vin ATHENA thng i tu nghip v cp nht kin thc cng ngh mi t cc nc tin tin nh M , Php, H Lan, Singapore,... v truyn t cc cng ngh mi ny trong cc chng trnh o to ti trung tm ATHENA. 2.1.4 Th trng, sn phm v dch v 2.1.4.1 Th trng mc tiu ca trung tm Khch hng mc tiu m Athena mun hng n l cc bn hc sinh, sinh vin v cc cn b cng nhn vin chc, ngi i lmNgoi ra cc kho hc v Web v Thng mi in t cng thu ht ng o cc c nhn, ngi i lm mun hc hi thm v kinh doanh trc tuyn, tng li nhun bn hng Khch hng n vi trung tm Athena c 2 nhm: - Khch hng c nhn: L nhng bn sinh vin ang hc trung cp, cao ng, i hc hoc tt nghip yu thch am m cng ngh thng tin, mun hc hi kin thc chun b cho ngh 50. CHUYN TT NGHIP SVTH:L BO TRUNG GVHD: NGUYN VN TRNG LP : MA003 K36 38 nghip sau ny. Khng cn phi l ngi gii v cng ngh thng tin, khi n tham gia ng k hc trung tm s kim tra trnh v xp lp theo tng mc ca hc vin. Mt s khch hng c nhn khc v hin ang l khch hng ng o ca trung tm l nhng ngi i lm mong mun c cng vic tt hn. V d nh h l nhng nhn vin chuyn ph trch qun tr mng v an ninh mng cho doanh nghip, t chc mun nng cao trnh tip cn v i ph vi nhng xm phm, ri ro t internet. Bn cnh , mt s ngi mun xy dng website bn hng trc tuyn, kinh doanh trn mng s ng k hc ti trung tm. V c bit, vn kht ngun nhn lc an ninh mng hin nay l vn cp bch, v vy mt s c nhn s tham gia hc ti trung tm c mt cng vic m t nc ang rt cn vo lc ny. - Khch hng doanh nghip, t chc: Mt s doanh nghip, t chc Nh nc h rt mun bo mt h thng mng v thng tin ca mnh.Trong kinh doanh, vic bo mt thng tin l vn sng cn. Hay ni cch khc, bo mt thng tin chnh l bo v ti tin ca doanh nghip. Vi cc doanh nghip, t chc mun o to v nng cao trnh cho i ng nhn vin ca mnh th trung tm Athena s o to theo n t hng ca doanh nghip . C th thy c, ngnh cng ngh thng tin l mt ngnh c trin vng, v th m khch hng ca trung tm rt a dng v tui, khng gii hn v phm vi a l. Sau y l c cu th trng ca trung tm Biu 2.1 Doanh thu theo th trng ca trung tm trong 3 nm 2010-2012 Ngun phng k ton-ti chnh Trung tm Athena 51. CHUYN TT NGHIP SVTH:L BO TRUNG GVHD: NGUYN VN TRNG LP : MA003 K36 39 70% 30% Doanh thu (%) TPHCM Ni khc Qua s c th thy c khch hng Thnh ph H Ch Minh chim phn ln. V vy trung tm tp trung khai thc khch hng phm vi ny vi 1 tr s v 1 chi nhnh Thnh ph H Ch Minh. Bn cnh khch hng nhng ni khc cng chim mt phn khng nh v vy m trung tm vn duy tr hnh thc dy hc online hay cn gi l dy trc tuyn. V th mt s khch hng khng c iu kin n hc ti trung tm vn c th hc c qua hnh thc trc tuyn vi s ch dn nhit tnh ca i ng ging dy. 2.1.4.2 Sn phm v dch v ca trung tm Sn phm Cc kho hc di hn: - Chng trnh o to chuyn gia an ninh mng AN2S Athena Network Security Specialist 18 thng - Chng trnh o to qun tr vin an ninh mng ANST Athena Network Security Technician 12 thng - Chng trnh o to chuyn vin qun tr mng nng cao ANMA Athena Network Manager Administrator 6 thng Cc kho hc ngn hn: V qun tr mng: 52. CHUYN TT NGHIP SVTH:L BO TRUNG GVHD: NGUYN VN TRNG LP : MA003 K36 40 - Qun tr mng MCSA 2003 2008 - Qun tr mng Cisco CCNA - Qun tr mng Microsoft nng cao MCSE - Qun tr h thng mng Linux 1 v Linux 2 - Qun tr mng c bn v ci t my tnh ACBN V an ninh mng: - System Hacking xm nhp v khai thc l hng h iu hnh - Hacking v bo mt my tnh Windows - Bo mt mng Wi-Fi - Hacker m trng Athena - Bo mt mng ACNS V Web v thng mi in t: - SEO Google - Thit k, qun tr website doanh nghip bng Joomla - Xy dng v qun tr din n, trang rao vt bng VBB - Lp trnh v thit k web chuyn nghip bng PHP v MySQL - Internet Business - Xy dng web cp tc bng WordPress - Xy dng web bn hng trc tuyn - Online Marketing Dch v h tr - m bo vic lm cho hc vin tt nghip kho di hn - H tr thi Chng ch quc t 2.1.5 Kt qu hot ng kinh doanh ca Trung tm Athena t nm 2010 n nm 2012 2.1.5.1 Tnh hnh hot ng kinh doanh ca trung tm t 2010 n 2012 53. CHUYN TT NGHIP SVTH:L BO TRUNG GVHD: NGUYN VN TRNG LP : MA003 K36 41 Bng 2.1 Kt qu hot ng kinh doanh ca Trung tm Athena ( 2010 2012) CH TIU 2010 2011 2012 n v S kho hc 110 115 120 Kho Doanh thu 2 2,1 2.4 T ng Li nhun -0,088 0,2 0.22 T ng Np ngn sch 0,04 0,056 0,069 T ng Ngun:Bo co ti chnh 2010-2013, phng Ti chnh K ton Biu 2.2 Doanh thu, li nhun v khon np ngn sch t 2010-2012 (n v: t ng) -0.5 0 0.5 1 1.5 2 2.5 Nm 2010 Nm 2011 Nm 2012 Doanh thu Li nhun Np ngn sch Ngun:Bo co ti chnh 2010-2013, phng Ti chnh K ton Qua bng 2.1 v biu 2.2, ta thy: 54. CHUYN TT NGHIP SVTH:L BO TRUNG GVHD: NGUYN VN TRNG LP : MA003 K36 42 S lng cc kha hc ang c nhng chuyn bin tch cc v tng ln trong nm 2011 v 2012, cho thy nhu cu hc tp ngnh cng ngh thng tin ngy cng gia tng v c xu hng tng theo tng nm. l mt du hiu tt khi ngi dn ngy cng quan tm v am m cng ngh thng tin. V c bit l nhiu ngi bit n Trung tm Athena hn. Ko theo l doanh thu cng tng thm. C th qua bng hot ng sn xut kinh doanh ta nhn thy doanh thu nm sau cao hn nm trc. Nm 2011 tng so vi nm 2010 l 0,1 t ng. Nm 2012 tng so vi nm 2011 l 0,3 t ng. Tuy nhin li nhun ca trung tm li khng n nh do cn ph thuc vo cc chi ph, lm pht, kinh t kh khn lm cho gi c ca cc mt hng k thut tng chng mt. Bc ngot chuyn i c cu nhn s ni b dn n vic trung tm chu l 0,088 t ng vo nm 2010. V khi c s iu chnh kp thi, cng nh vch ra trc k hoch, d on tnh hnh kinh t th cng ty dn dn tng trng tr li vi mc li nhun tng dn nm 2011 l 0,2 t ng n nm 2012 l 0,22 t ng. S np ngn sch mi nm ph thuc ch yu vo chnh sch thu, ph thu ca nh nc. Trung tm lun tun th theo cc chnh sch nh nc ban hnh. 2.1.5.2 Nhn xt v tnh hnh kinh doanh ca trung tm t 2010 n 2012 Tch cc : Nhn chung trong nhng nm gn y trung tm dn thch ng vi s bin ng ca mi trng kinh doanh mi cng nh s thay i ni b. Trung tm y mnh vic qung b hnh nh v sn phm ca mnh n vi tt c cc i tng mi min t quc. Bn cnh m ra cc kho hc min ph hng thng thu ht khch hng, tng nhn bit ca trung tm Hn ch: i ng cn b qun l v nhn vin cn yu v chuyn mn, phng php lm vic cha khoa hc. Qun l nhn vin, tin vn mc d c cng c nhng cn nhiu thiu st bt cp. H thng qun l cha cht ch v cha mang tnh h thng. Doanh thu cn thp, li nhun cha cao. 2.2 THC TRNG HOT NG E-MARKETING TI TRUNG TM ATHENA 55. CHUYN TT NGHIP SVTH:L BO TRUNG GVHD: NGUYN VN TRNG LP : MA003 K36 43 2.2.1 Chin lc Marketing ca Trung tm Athena 2.2.1.1 Chin lc sn phm. Chin lc sn phm l s c kt gn b ca s la chn v ca nhng bin php phi s dng xc nh mt tp hp sn phm bao gm cc dng sn phm v cc mn hng sao cho ph hp nht vi th trng mc tiu v tng giai on khc nhau trong chu k sn phm. Chin lc sn phm ng vai tr cc k quan trng trong hot ng Marketing, n l cng c cnh tranh bn vng ca doanh nghip.Thc hin tt chin lc v sn phm th cc chin lc gi, phn phi, xc tin mi c trin khai v phi hp mt cch hiu qu nht.Khng ch th, chin lc sn phm cn l mt trong nhng yu t gip doanh nghip thc hin tt mc tiu marketing trong tng thi k. Vi phng chm Uy tn, cht lng o to v s hi lng ca khch hng ln hng u. Trung tm o to Qun tr v An ninh mng Athena lun n lc tp trung vo nng cao cht lng gio dc, tuyn dng i ng ging vin c trnh chuyn mn v kinh nghim cao, i ng t vn vin gip hc vin c th la chn nhng chng trnh ph hp v B phn chuyn trch v cp nht thng tin cng nh lm mi gio n nhm m bo cht lng o to tt nht cho tng hc vin khi n vi trung tm. Chnh v xc nh c tm quan trng ca chin lc sn phm, Trung tm o to Qun tr v An ninh mng Athena a ra cc chin lc sn phm nh sau: Chin lc tp hp sn phm: Athena tp trung vo chin lc m rng tp hp sn phm. C ngha l Athena tng thm cc dng sn phm mi thch hp vi tng thi k c th theo yu cu ca 56. CHUYN TT NGHIP SVTH:L BO TRUNG GVHD: NGUYN VN TRNG LP : MA003 K36 44 khch hng, c th theo tng giai on pht trin ca doanh nghip cng nh yu cu ca x hi v lnh vc cng ngh thng tin. Vo nhng ngy u thnh lp vi t cch l mt nhm nh bao gm cc thnh vin yu thch lnh vc cng ngh thng tin v h tr cc doanh nghip vi chng trnh ng cu my tinh. Athena tp trung vo lnh vc o to chuyn gia an ninh mng AN2S v chng trnh cnh st my tnh nhm gip cc doanh nghip x l cc vn v my tnh v mng my tnh. o to v cung cp cho x hi lc lng ngun lao ng trong lnh vc bo v my tnh v mng my tnh. Trong qu trnh pht trin, internet tr thnh mt cng c hu hiu v l phng tin kinh doanh ca hu ht cc t chc, doanh nghip, c nhn. p ng c nhu cu ngy cng tng cao v ngun nhn lc trong lnh vc mng internet, Athena tng thm cc kha hc v mng my tnh, chuyn gia online marketing hay cc kha hc v E-marketing. Ngy nay, vi s pht trin mnh m ca ngnh cng ngh thng tin, ngy cng nhiu doanh nghip i hi cc chng ch quc t trong lnh vc ny. Nm bt c xu th mi ca thi i, Trung tm o to Qun tr v An ninh mng Athena m rng chng trnh o to, t chc thm cc kha hc t chng ch quc t nh MCSA, Qun tr mng Cissco. Chin lc dng sn phm: c th phn b ri ro cng nh nng cao c mc li nhun cho doanh nghip. Trung tm o to Qun tr v An ninh mng Athena tp trung vo chin lc pht trin dng sn phm bng cch tp trung u t vo nhng dng sn phm ch lc ca doanh nghip ti a ha li nhun, ng thi pht trin thm cc dng sn phm mi nh cc kha chuyn nhm h tr to s a dng ca cc dng sn phm, p ng c nhu cu ca x hi, c gng dn u th trng v lp kn cc l hng 57. CHUYN TT NGHIP SVTH:L BO TRUNG GVHD: NGUYN VN TRNG LP : MA003 K36 45 ngn nga i th cnh tranh. Trong kha hc ch lc ca doanh nghip l cc kha hc ly cc chng ch quc t nh: MCSE, Qun tr mng Cissco, Bo mt web Security+ Bng 2.2 Danh mc cc kha hc ch lc v kha hc b tr Tuy nhin m bo cc kha hc mi ra i khng to nn s ln ln v dn n tnh trng cc kha hc trong cng mt dng sn phm khng t tiu dit ln nhau, Athena lun ci bin cc kha hc, to s khc bit cho tng kha hc trong cng mt dng, va to c s a dng va m bo cc kha hc khng chng cho v t o thi ln nhau. 2.2.1.2 Chin lc nh gi. Chin lc gi l mt trong nhng yu t c bn, l mt trong cc bin s marketing_mix mang li thu nhp trong tt c nhng bin s khc ch sinh ra u t v STT Mn hc 1 Chuyn gia An Ninh Mng-AN2S 2 Qun Tr Vin An Ninh Mng ANTS 3 Chuyn Vin Qun Tr Mng Nng Cao ANMA 4 Qun Tr Mng Microsoft C Bn ACBN 5 MCSA + MCST 2008 6 Qun Tr Mng Cisco CCNA 7 Hacker M Trng(AEH) 58. CHUYN TT NGHIP SVTH:L BO TRUNG GVHD: NGUYN VN TRNG LP : MA003 K36 46 chi ph. iu ny ht sc quan trng v mc ch hot ng cui cng ca tt c cc doanh nghip, c nhn, t chc vn l li nhun. Vi mc tiu: gi v th dn u v cht lng v cnh tranh mnh m trn th trng , Athena xc nh mt mc gi cnh tranh trn th trng v chp nhn mt mc gi thp hn so vi gi ca cc i th cnh tranh. Hin ti quyt nh v gi ca doanh nghip nh hng mt cch mnh m ti hot ng kinh doanh v doanh s ca doanh nghip, n chu nh hng ca nhiu yu t bn trong ln bn ngoi. C th nh: Tnh cht cnh tranh ca th trng: Hin ti trong mi trng cnh tranh gay gt v mang tnh cht ton cu nh hin nay, doanh nghip phi ng trc quyt nh v mc gi sao cho va c th tn ti trn th trng, tranh tri cho cc khon chi ph v t c li nhun, ng thi phi l mc gi cnh tranh so vi cc mc gi ca i th cnh tranh. Nhu cu ca th trng: Vi mt th trng ang kht v ngun lc chuyn gia cng ngh thng tin, Athena ang c nhiu c hi m rng th trng v pht trin. Tuy nhin, trn th trng cng ang mc ln hng lot cc trung tm o to cng ngh thng tin ang l mt thch thc ln i vi doanh nghip. Chnh v vy, cnh tranh hiu qu v p ng tt nht nhu cu ca th trng, Athena m bo mt mc gi ph hp vi lc lng khch hng mc tiu ca doanh nghip l cc hc sinh, sinh vin v m bo tnh cht cnh tranh trn th trng. Thng qua nhng yu t bn trong v bn ngoi tc ng n doanh nghip, Athena nh gi theo phng php nh gi da vo cnh tranh, nh gi theo thi gi. Athena tp trung vo nghin cu gi ca cc i th cnh tranh, nh mt mc gi cao hn tuy nhin sau s c chin lc iu chnh v chit khu gi nhm m bo mc gi cui cng thp hn ca i th cnh tranh. Khng ch th, Athena cn p dng chin lc iu chnh gi v chit khu gi theo i tng khch hng. Xc nh cc mc gi khc nhau cho tng loi khch hng. 59. CHUYN TT NGHIP SVTH:L BO TRUNG GVHD: NGUYN VN TRNG LP : MA003 K36 47 i vi khch hng mc tiu ca doanh nghip l hc sinh v sinh vin th nhn c mt mc chit khu gi tng i ln nhm cu khch cho doanh nghip, mt mc gi kh cao cho cc doanh nghip. V d lp Microsoft Project 2003. i vi khch hng l hc sinh, sinh vin: kha hc c dy thnh mt lp chuyn vi mc gi l 400,000/sinh vin. i vi khch hng l cc doanh nghip, t chc: Kha hc c dy thnh mt kha hc cp tc vi mc gi 1,200,000/ngi. 2.2.1.3 Chin lc phn phi Cc kha hc ca trung tm Athena c ng tin trn cc din n v hc vin c th n trc tip trung tm ng k hc hoc c th ng k ngay trn mng iu ny rt thun li cho nhiu hc vin tit kim c thi gian . 2.2.1.4 Chin lc xc tin. Xc tin l cc hot ng truyn thong, qung co, xc tin bn hng ca ngi bn vi ngi mua, nhm thhu ht s ch ca khch hng, thuyt phc h v nhng li ch, s hp dn ca cc kha hc. Thng qua cng c nim tin v thi ca khch hng v sn phm, to hnh nh tt p v doanh nghip v nhm mc ch cui cng l xc tin tiu th, tng doanh s, t mc tiu li nhun. Hnh 2.2 Quy trnh khi quyt nh cho chin lc xc tin Ngun phng Marketing Trung tm Athena 60. CHUYN TT NGHIP SVTH:L BO TRUNG GVHD: NGUYN VN TRNG LP : MA003 K36 48 Cc quyt nh v qung co. Athena nhn thy qung co l mt phng tin xc tin c tnh i chng cao, phm vi rng ri v c tc ng mnh m. Hn th na, vi k thut cng ngh hin i nh hin nay, cc phng tin truyn thng c mc bao ph cao.c bit l trn a bn Tp H Ch Minh, th trng ch lc ca doanh nghip. Cng ngh thng tin v internet c bao ph rng, hu ht khch hng mc tiu ca doanh nghip l thnh ph H Ch Minh, chnh v vy Athena tham gia Xc nh mc tiu Mc tiu truyn thng Mc tiu tiu th Quyt nh thng ip Hnh thnh thng ip nh gi thng ip v la chn thng ip Thc hin thng ip nh gi qung co. Tc dng truyn thng Tc dng n mc tiu th Quyt nh phng tin Phm vi, tn sut, tc ng Cc kiu phng tin chnh Cc phng tin c th Phn phi thi gian cho cc phng tin Quyt nh ngn sch Cn c vo kh nng Phn trm doanh s bn Cn bng cnh tranh Cn c mc tiu v nhim v 61. CHUYN TT NGHIP SVTH:L BO TRUNG GVHD: NGUYN VN TRNG LP : MA003 K36 49 qung co ch yu l hnh thc Online Marketing, ng thi vn tham gia qung co bng mt s hnh thc tryn thng nh vo khch hng mc tiu ca mnh nh tham gia qung co trn bo Echip, bo dnh cho dn cng ngh thng tin, bo tui tr ( c lng ngi c cao), v mt s bo khc nh lm bn vi my tnh , Doanh nhn si gn l nhng phng php qung co tit kim chi ph v mang li hiu qu cao do nh vo chnh khch hng mc tiu ca Athena. Vi hnh thc Online marketing, Athena tham gia ng lch khai ging v thng tin v lch khai ging cc kha hc ca Athena trn nhiu trang web chuyn ngnh cng nh nhng trang web c s lng khch hng mc tiu ln nh : - lichkhaigiang.com - worldbank.com - khaigiang.com - tinhocdoisong.com.vn - lambanvoimaytinh.com.vn Khng ch th, vi hnh thc Online marketing, Athena cn tp trung update thng tin v Athena trn google.com.vn vi nhng t kha lien quan n cc kha hc cng nh thng tin v cng ngh thng tin t c hiu qu cao vi lng ngi n vi trang web ca cng ty nhiu nht, a tr s ca doanh nghip ln google map hc vin v khch hng tim nng c th d dng tm kim. y l hnh thc qung co vi chi ph kh r m li c th cc tc ng mnh n lng khch hng mc tiu, l hnh thc qung co chnh mang li lng hc vin cho doanh nghip v tng doanh s, mang li ngun li nhun chnh vi chi ph kh thp. Cc quyt nh v truyn thng 62. CHUYN TT NGHIP SVTH:L BO TRUNG GVHD: NGUYN VN TRNG LP : MA003 K36 50 Athena l mt t chc o to ngun nhn lc cng ngh thng tin nn uy tn v hnh nh ca doanh nghip l mt yu t quan trng to nn s thnh cng cho doanh nghip. Chnh v vy Athena xc nh Truyn thng l mt cng c mnh m, to nim tin cao, vt qua s cnh gic v cm nhn ca cng chng, nn c u t mt cch ton din em li c hiu qu cao nht. Mt s hnh thc truyn thng c Athena p dng nhm nng cao hnh nh ca doanh nghip, pht trin kinh doanh v xy dng uy tn cho doanh nghip bao gm: - Tham gia cc hi ch, trin lm : Athena tham gia nhiu hi ch trin lm chuyn ngnh nh hi ch cng ngh thng tin AICT ( Hi ch c t chc thng nin cho lnh vc cng ngh thng tin ) , hi ch ngy hi vic lm ( c t chc ti cc trng i hc, cao ng trn a bn Tp H Ch Minh ) nhm vo khch hng mc tiu ca doanh nghip l hc sinh, sinh vin. - Tham gia ti tr cho cc hi thi cng ngh thng tin : Tham gia vi t cch l nh ti tr chnh thc ca nhiu hi thi cng ngh thng tin nh hi thi hc thut Cisco c t chc ti trng i hc cng ngh thng tin Tp H Ch Minh, hi thi tm hiu v my tnh trn bo Lm bn vi my tnh v nhiu cuc thi vi vai tr l nh ti tr ph nh hi thi bo mt mng v phng chng ni gin ca Bch Khoa Computer t chc. - Tham gia hi tho: Athena t chc nhiu bui hi tho chuyn dnh cho hc sinh, sinh vin ti c s ca Athena nh hi tho chuyn bo mt mng my tnh, hi tho chuyn phc hi d liu nhm gip cho cc bn hc vin nm chc cc vn hc, ng thi to c hnh nh tt p v doanh nghip n cc bn hc vin, t a hnh nh ca doanh nghip ti nhiu i tng khch hng tim nng. Cc quyt nh v khuyn mi. 63. CHUYN TT NGHIP SVTH:L BO TRUNG GVHD: NGUYN VN TRNG LP : MA003 K36 51 Nhm khch l khch hng tim nng tham gia vo cc kha hc, ng thi h tr hc vin trong qu trnh hc, Athena a ra nhiu chng trnh khuyn mi hp dn nh: - Thc tp c lng: h tr cho cc hc vin khi tham gia kha hc di hn AN2S, trong qu trnh hc, sau khi hon tt hai hc k u n hc k th ba l qu trnh thc tp c lng. Cc hc vin s c i n cc doanh nghip i tc thc tp ng thi nhn lng thc tp 1.500.000/ thng tr ln, khch l hc vin khi tham gia kha hc di hn. - Gim hc ph : chia s gnh nng ti chnh cho hc vin l cc bn hc sinh, sinh vin, khi tham gia cc kha hc ca Athena s c gim mc hc ph u i t 15 30% cho cc bn hc sinh, sinh vin . - Tng hc bng : Nhm h tr cc bn hc vin c hon cnh kh khn, cu tin trong hc tp, Trung tm Athena t chc trao nhiu sut hc bng ton phn v bn phn dnh cho cc bn nu c kt qu tt trong hc tp. ng thi ti tr nhiu sut hc bng cho cc bn tham gia cc cuc thi v mng trn cc hi thi hay cc chng trnh tm hiu v my tnh v mng my tnh. 2.2.2 Cc quy trnh E-Marketing ti Trung tm Athena 2.2.2.1 Xc nh khch hng mc tiu, chun b ni dung, hnh nh v video Khch hng mc tiu ca trung tm l tt c cc bn sinh vin trung cp, cao ng, i hc, ngi i lm v tt c nhng ai am m cng ngh thng tin. V th m vic chn mc tiu, th trng marketing i vi trung tm kh d dng. V phn chun b ni dung ng tin: nh ngha tn kho hc, trnh by ni dung kho hc r rng, nu ln i tng v iu kin c th tham gia kho hc, nhn mnh k nng v kin thc t c sau khi kt thc kho hc, nu nhng im mnh ca trung tm v i ng ging vin; ghi r ngy khai ging, hc ph, thi gian hc; lit 64. CHUYN TT NGHIP SVTH:L BO TRUNG GVHD: NGUYN VN TRNG LP : MA003 K36 52 k nhng kho hc lin quan m hc vin c th tham gia hc c kin thc ton din nht. Tm li, phn ni dung ng tin phi tht ngn gn, sc tch, lm sao khi khch hng c c th nm c ton b thng tin v kho hc, c cm nhn tt v nim tin i vi trung tm. Phn ny cn c chun b k lng. V phn hnh nh hay cn gi l banner: marketing pht huy hiu qu th hnh nh banner gp phn rt ln v quan trng. Khi mt banner c thit bt my, d c th khch hng s c n tng ban u, d lu vo trong tm tr hn so vi nhng banner rc ri, khng nht qun. lm c iu ny th ngi thit k ng vai tr v cng quan trng. Hnh nh ca banner phi lin quan t nhiu n kho hc ang cn marketing, mu sc phi c s hi ho vi nhau. c bit l mu ch phi d c, thng tin ngn gn sc tch, biu tng logo ca trung tm l mt gia v khng th thiu i vi banner.Bn cnh , banner c ch vi hiu ng chp tt s d dng thu ht ci nhn ca khch hng hn. V phn phim qung co cn gi l video qung co: Video l tng lai ca qung co. l nhn nh ca Cameron Yuill, nh sng lp kim CEO AdGent Digital cng ty to nn AdTouch nn tng qung co HTML5 trn my tnh bng. V trong tng lai, s khng cn qung co banner v qung co tnh na. Thc t hin nay, mi ngy trn tivi c n hng trm video qung co. V video qung co hay s lm khch hng nh rt lu v kh m qun c. V th m vic u t lm mt video qung co cho trung tm Athena s l cn thit. Cc bc trn l cc bc chun b rt cn thit trc khi ta bt u thc hin marketing trc tuyn. 2.2.2.2 Cc hnh thc marketing trc tuyn ca trung tm: Hnh 2.3 Cc hnh thc marketing xp theo mc nhn bit ca khch hng ( t trn xung ) 65. CHUYN TT NGHIP SVTH:L BO TRUNG GVHD: NGUYN VN TRNG LP : MA003 K36 53 Theo hnh 2.3, ta thy mc nhn bit ca khch hng v trung tm bng hnh thc marketing qua cc din n, mng x hi, email v knh Youtube l cao nht bi v nhng hnh thc l nn tng d liu ban u, khi nhng thng tin ca trung tm c ng trn din n, mng x hi, email v Youtube th khi khch hng tm kim bng cng c tm kim Google th h s thy ton b cc thng tin v Athena xut hin trong danh sch kt qu tm kim. Khi khch hng tip cn c nhng thng tin th h s truy cp vo website chnh ca trung tm. Mc ch tm hiu r hn v trung tm, xem xt tin cy ca trung tm h c th quyt nh n hc. V vy m ta c th t nh s 2.1 Ba nhm trn cng l nhng hnh thc marketing chnh ca trung tm. Ngoi ra, cn c nhng hnh thc marketing khc t c li ch ti a. Marketing qua cc trang din n, rao vt 66. CHUYN TT NGHIP SVTH:L BO TRUNG GVHD: NGUYN VN TRNG LP : MA003 K36 54 B phn marketing s tm kim nhng din n chuyn v tin hc, cng ngh thng tin, cc din n rao vt qung co ng ngi truy cp; ng k ti khon c nhn v s dng nhng ni dung, hnh nh, video, logo, a ch ca trung tm ng bi vit qung co. Thng xuyn theo di cc topic ng tr li nhng cu hi, p