I.

Marketing dch v (7P) cho doanh nghip dch v Nhng c tnh hon ton khc bit ca dch v bao gm: tnh v hnh, tnh khng

ng nht, khng th tch ri c, kh kim sot cht lng V vy, cc nguyn l tip th s dng cho sn phm khng th ph hp hon ton vi lnh vc dch v. Phi thc 4P tip th (marketing mix) bao gm sn phm, gi, phn phi v truyn thng c s dng rng ri bi cc doanh nghip cho tip th sn phm. M hnh phi thc tip th 4P gip doanh nghip xc nh cc sn phm s bn, nh gi bn, chn knh bn hng ph hp v chn cc hnh thc truyn thng qung bn sn phm n cc i tng khch hng mc tiu khc nhau. Loi hnh doanh nghip dch v th hon ton khc vi doanh nghip bn sn phm. Nhng c tnh hon ton khc bit ca dch v bao gm: tnh v hnh, tnh khng ng nht, khng th tch ri c, kh kim sot cht lng V vy, cc nguyn l tip th s dng cho sn phm khng th ph hp hon ton vi lnh vc dch v, do marketing dch v cn phi c m hnh phi thc tip th ring. Cc loi hnh doanh nghip dch v rt a dng v bao trm ton b nn kinh t nh dch v ngn hng, dch v phn mm, nh hng, bnh vin, gio dc, du lch, ngh dng M hnh phi thc tip th dch v bao gm 7P: Sn phm (product) Gi (price) a im (place) Truyn thng (promotion) Con ngi (People) Quy trnh (process) Mi trng dch v (Physical)

Trong 7P ny th 4P u xut pht t phi thc tip th sn phm v 3P c m rng cho ph hp vi c im ca lnh vc kinh doanh dch v. Product (Sn phm): L im ct li trong vic p ng nhu cu ca khch hng. Nu sn phm khng tt th mi n lc ca cc phi thc tip th khc u s tht bi. Price (Gi): Cch nh gi ca dch v s nh hng rt nhiu n mc hi lng ca khc hng. Thng thng gi cao s to tm l hi lng cao khch hng v mi ngi u ngh tin no ca ny.

Place (a im): L mt yu t khc to ra gi tr cho khch hng. Khng ai li i hng chc cy s n mt nh hng dng ba, v vy a im ph hp s to s tin li v gip khch hng tit kim thi gian. Mt nguyn tc l v tr cng gn khch hng th kh nng khch hng n s dng dch v cng cao. Promotion (Xc tin): Nhm to s nhn bit cng nh cm nhn ban u ca khch hng v cc dch v m doanh nghip cung cp. m bo s nht qun v gia tng tnh hiu qu ca truyn thng th mi thng ip truyn ti cn phi bm st vi nh v thng hiu. People (Con ngi): L phn mu cht trong vic thc hin dch v. Nu nh hng c nhng mn n ngon m ngi phc v qu km th cng khng to c s hi lng ca khch hng. S n cn v ti ci lun c nh gi cao bi khch hng. Process (Quy trnh): l mt phn quan trng khc ca cht lng dch v. V c tnh ca dch v l tru tng v vy quy trnh s gip m bo cht lng v ni kt gia cc cng on trong quy trnh cung ng dch v. Ngoi ra, quy trnh dch v cn gip doanh nghip tit kim khong thi gian ch i ca khch hng v iu ny to ra gi tr ln, chng hn mt khch hng khng th i hng chc pht mua c phn thc n nhanh Physical Evidence (C s h tng, vt cht k thut, cc yu t h tr cho chin lc Marketing): L mt yu t khc nh hng n s hi lng ca khch hng. c im ca dch v l s tru tng nn khch hng thng phi tm cc yu t hu hnh khc quy chuyn trong vic nh gi. V d, khi mt bnh nhn tm n mt nha s th yu t phng khm sch s, trang nh, yn tnh hay trn tng treo nhiu giy chng nhn, bng khen, bng cp, bi bo vit v v nha s ny s to ra mt nim tin rt ln t bnh nhn. II. Phn tch chin lc Marketing dch v ca Cng ty c phn du lch Thanh Nin (YTC) Gii thiu v cng ty

Du lch Thanh Nin (YTC) chnh thc hot ng t thng 8/1985, vi tn gi ban u l Phng Du lch Thanh Nin, sau c chuyn thnh Trung tm Du lch Thanh Nin. T nm 1993, Cng ty du lch Thanh Nin (YTC) c hnh thnh theo m hnh doanh nghip Nh nc trc thuc Thnh on TP. H Ch Minh, c php kinh doanh l hnh ni a, l hnh quc t v i l chnh thc ca Vietnam Arilines. T 01/01/2006, Du lch Thanh Nin (YTC) chnh thc chuyn sang loi hnh cng ty c phn tip tc hi nhp v nng kh nng cnh tranh ca cng ty trong lnh vc hot ng l hnh v c iu kin pht trin a dng hn na Vi Slogan Vui kho, tr trung, mi l v vi phng chm mi ngy mt tt hn, Cty CP Du Lch Thanh Nin YTC tin tng s mang n cho du khch thm nhiu chng trnh hp d n, tuyn im mi, dch v t chun v gi c hp l nht hn s mong i ca khch hng.

Chin lc Marketing dch v (7P) ca cng ty

1. Product Thng qua tng chuyn du lch, YTC mun a du khch n vi nhiu cnh p ca qu hng, tm hiu v gn b vi con ngi, vi lch s, vn ho truyn thng cc dn tc trn khp mi min t nc, m rng giao lu vn ho vi cc nc trn th gii. c bit, trong lnh vc hot ng du lch khm ph, d ngoi, t chc hot no, cc chng trnh gameshow, teambuilding, l th mnh v loi hnh hot ng rt hiu qu ca YTC. lun hp d n i vi du khch, YTC lun tm kim, khai ph nhng tuyn im mi l, thng xuyn b sung nhng chng trnh phong ph, a dng hn v ngy cng nng cao cht lng cc dch v trn tour. Cc tour du lch lun sn c nh:

Du lch ni a
Tour Min Bc Tour Min Trung

Tour Min Nam Tour Cao Nguyn

Du lch quc t
Thi Lan Malaysia Singapore Trung Quc Hong Kong Hn Quc Campuchia Nht Bn Anh Quc Tour thu ng Tour hng tun

Tour dnh cho tp th

-

Du lch d ngoi
2. Price Chin lc gi ca cng ty bao gm c nh gi theo thi gian v nh gi theo khch hng hoc kt hp c hai cch nh gi trn. V d: Tour 1 ngy Tour 2 ngy

nh gi theo thi gian: nh gi khc nhau vo cc thi gian trong ngy,

trong tun, theo thng hay theo ma. Gim gi vo cc ma khch khuyn khch tiu dng dch v. Chng trnh du lch c bit 2012: BANGKOK - PATTAYA - AYUTHAYA Thi gian: 6 ngy 5 m Phng tin: i, v bng my bay

hi hnh: 15, 9 11 hi hnh: 7 1 1

1 -

i trn gi : 7.7 8.

k k

Tt Ty -

i trn gi : 8.778.

nh gi theo khch hng: Cc khch hng khc nhau th nh gi khc nhau

Tour Min Bc: L trnh H CH NH N -H LON - TU N CH U- TR N N-

Thi gian : 4 ngy 3 m Phng tin : My bay Khi hnh: T5 hng tun i: 3.788. ng Cha bao gm v my bay)

C s khc nhau gia khch thng v khch hng sang. Khch hng hng sang Khch Sn 2* hay 3*. Gi v khc nhau gia ngi ln tr nh hoc khch nc ngoi (Khch nc ngoi cng thm 55 . VN

Gi v trn gi tnh cho mt ngi VN Hng v Khch Sn 2* Khch Sn 3* i vi tr em: Di 2 tui: Thu 10% gi v my bay. Di 5 tui: Thu 75% gi v my bay + l ph sn bay. T 5 11 tui: mua v bng 60% gi v ngi ln khng tnh tin v my bay (ng chung ging vi b m; hng cc tiu chun khc nh ngi ln) + 75% gi v + l ph sn bay. T 12 tui: bng gi v ngi ln. ngi ln ch c km 1 tr em, t tr th hai nu di 6 tui phi mua v 60%, nu di 12 tui phi mua v ngi ln. Phng hai 3.788.000 4.918.000 Phng n + 1.038.000 + 550.000 + 1.738.000 Ngoi quc

3. Place

Tr s chnh
a ch: 9 in Ph, P.7, Q.3 Hotline: 08.3932 5236 Fax: 08.39325 480 Email: ytc@dulichthanhnien-ytc.com.vn in Ph, P.7, Q.3 c Cch Mng Thng Tm in in

Chi nhnh
a ch: 135 Hai Trng, P. n Ngh, Q. 1 gc Hai Trng - Nguyn Th Minh hai, sau lng nh vn ha Thanh Nin . Hotline: 08.3822 1603 - 3823 9266 Fax: 08.3822 9560 Email: ytc135@dulichthanhnien-ytc.com.vn Tr s ca cng ty t ti khu vc Qun 1, Qun 3. y l nhng khu vc trung tm, do ngoi vic to iu kin thun li cho du khch cn t v hoc cn c t vn thm v cc tour du lch ca cng ty cn gp phn xy dng hnh nh ca cng ty v thu ht mt lng ln khch hng tim nng l nhng ngi nc ngoi v h thng tp trung ti nhng khu vc ny.

i l bn v ca cng ty
Cty C Phn u T Tn Thnh Li a ch : D37 Tp.HCM in thoi : 08 62900826 Fax : 08 62900827 C X Ph Lm , ng Hom, Phng 13, Qun 6,

Email : tanthinhloi@yahoo.com Website : http://congtytanthinhloi.com CNG TY C PH N U T T N THNH LI hot ng, u t trn nhiu lnh vc khc nhau nh: u t nh my thy in Dakqoutte ti x Minh Hng, Huyn B-ng, Tnh nh Phc, ha vo li in quc gia bn cho Tng Cng Ty in Lc Vit Nam. u t cn h chung c Tn Thnh Li cao 15 tng ti Qun 6, Tp.HCM bn giao qu nm 9. u t d n trng c ph 85 ha trn 1 nm tui ti Huyn Pak-soong, Tnh Champasak, nc CHDCND Lo. Ngoi ra cng ty cn l im bn v xe i lo

V vy, cng ty c mt lng khch hng l c nhn cng nh t chc n nh. Cng ty c phn u t Tn Thnh Li l i l bn v ca YTC, s mang li cho YTC mt lng khch hng ln.

Website
Ngy nay, do s pht trin ca cng ngh v h thng thng tin, cng ty ngoi vic bn v v t vn ti cc i l cn pht trin h thng website khch hng c th t tour, cp nhp thng tin mt cch nhanh chng. Hn na, cng ty cn b tr nhn vin ph trch tng tour gii p thc mc ca khch hng thng qua in thoi hoc email khin khch hng lun cm thy mnh c phc v mt cch nhit tnh. Vic ny, lm gim thiu ng k thi gian cho khch hng v nhng chi ph ca cng ty (chi ph cho i l, chi ph mt bng m chi nhnh mi chnh v vy khi du khch t tour qua website s c gim gi 5% cho cc tour du lch ni a v 10USD cho tour du lch quc t. 4. Promotion

Cc phng thc xc tin chnh m YTC s dng l: huyn mi v qung co.

Khuyn mi
thu ht thm s quan tm ca khch hng YTC cng a ra cc chng trnh khuyn mi vo nhng thi im thch hp trong nm cc ngy l, dp h, l hi,...). Cc chng trnh khuyn mi ny ch yu nhm vo chnh sch gi. V d: K nim 7 nm thnh lp cng ty, YTC a ra chng trnh khuyn mi Tri n khch hng. im gi cho mt vi tour nh: o Ngc Ph Quc, Chng trnh du lch c bit 2012 Busan Gyeongyu o Jeju Seoul... tng lng khch du lch trong nc YTC thc hin chng trnh du lch Kch cu ni a 2012. Gim gi 28% cho tour H Ni H Long Tun Chu Trng An Cha i nh Thi gian: 4 ngy 3 m Phng tin: i, v bng my bay S N - HAN - SGN hi hnh: 6 7 ; 3 8 ; 7 9 1

thu ht khch hng l cc tp th on YTC a ra cc chng trnh khuyn mi hp d n nh: giao lu vn ngh, chng trnh karaoke, chng trnh sinh hot la tri; cc chng trnh bc bc thm trng thng vi nhiu gii thng c gi tr s dng ca cc nhn hng c ting trn th trng v c ch bo hnh i vi cc sn phm kim kh in my in thoi, gia dng ...).

Qung co
Cc cng c YTC s dng qung co chnh bao gm: Bo, Internet. Bo: Tui tr, Thanh Nin, Si Gn Tip Th... Internet: Qung co trn mt s trang web nh : congdulich.com, website ca cng ty dulichthanhnien-ytc.com.vn, trn facebook

C th thy chin lc xc tin ca YTC v n cha mnh. C l v cng ty phn no to c ch ng trong lng khch hng nh: nhiu c quan, n v c nhu cu t chc ngh mt hng nm cho cn b, cng nhn vin, c nhng on khch t 5 n 3.000 ngi t nim tin, tn nhim cng thc hin nhng chuyn ngh mt hng nm cho cn b nhn vin. Chnh v vy YTC khng cn khuyn trng qung co nhiu trn cc phng tin thng tin i chng. 5. People Dch v ca mt cng ty d tt nh th no nhng nu ngi nhn vin chuyn giao dch v cho khch hng khng tt th s nh hng n cht lng ca dch v. Do qun tr ngun nhn lc c tm quan trng cho c doanh nghip kinh doanh cc hng ha hu hnh cng nh cc doanh nghip dch v. YTC c i ng qun tr cng nh i ng nhn vin tr trung v y nhit huyt.
Chnh sch o to

Hng nm YTC u t chc cc chuyn i kho st thc t nhm nng cao tm hiu bit v tour, tuyn im; to iu kin cho nhn vin phng hng h n - i ng nhn vin bn hng giao lu hc hi, trao i kin thc, k nng trong nghip v ca mnh. Ngoi ra cc cuc thi st hch kin thc, k nng, nghip v, nng ngch cho hng d n vin c din ra vo ma thp im hng nm. Chnh sch khen thng Ch khen thng cho nhn vin ca YTC gn lin vi kt qu hot ng kinh doanh v cht lng dch v ca mi nhn vin thc hin cho khch hng. YTC c cc ch c bn nh sau: Mt nm, nhn vin c hng ti thiu 13 thng lng. Ngoi ra nhn vin cn c hng thm lng, thng cho cc n v, c nhn tiu biu trong nm, thng sng kin, thng trong cc dp l tt ca quc gia v k nim thnh lp Cng ty. Tt c nhn vin chnh thc ca YTC u c hng cc tr cp x hi ph hp vi Lut Lao ng.

YTC lun to iu kin lm vic thun li nht v vt cht v tinh thn tng ng lc lm vic tch cc ca nhn vin, nhn vin phc v mt cch tt nht cho khch hng v cho mc tiu pht trin ca Cng ty. 6. Process Qu trnh qun tr sn xut bao gm cc hot ng Xc nh cc cng vic cn phi thc hin theo mt tin trnh v thi gian Phn tch v lp k hoch cc yu t cn phi p ng nhm tha mn nhu cu khch hng T chc thc hin chuyn giao dch v Kim tra iu chnh Qu trnh qun tr sn xut ca YTC c thc hin k cng trong tt c cc khu tng giai on trc tour, trong tour v sau tour. Nhm s lm r phn ny trong phn quy trnh sn xut. 7. Physical Evidence

Vn phng, chi nhnh, h tng thit k

Vn phng chnh v chi nhnh ca YTC ta lc ti khu vc Q1, Q3 v y l nhng khu vc trung tm nn gp phn gip YTC nng cao hnh nh trong tm tr khch hng. Thm vo c s c thit k n gin, hin i, thun tin cho vic trao i thng tin gia nhn vin v khch hng. Thng tin v tour c ng ti r rng trn website ca cng ty; banner v cc catalog trong vn phng. Gip khch hng d dng theo di. YTC thc hin vic k kt hp tc vi cc khch sn vi nhiu tiu chun khc nhau, khch sn mini, khch sn chun 1 sao n 5 sao, cc khu resort, ngh dng V vy, khch hng c nhiu s la chn v m bo c cht lng dch v.

Phng tin di chuyn

YTC l i l chnh thc ca hng hng khng Quc ia Vit Nam n v my bay cc tuyn quc ni v quc t.

t gi ch, giao v tn nh min ph. hch hng xa c th t ch qua in thoi, fax, hoc email. Thanh ton bng chuyn khon hoc TM. YTC cn cho thu cc cc loi xe du lch i mi my lnh t 4 ch n 45 ch

ngi, a n nhn vin, cho thu thng. iu ny cho thy phng tin di chuyn ca cng ty lc no cng sn sng, cc tour du lch nc ngoi di chuyn bng phng tin my bay c thc hin d dng, nhanh chng. Do to cho khch hng tm l thoi mi, an tm.

Yu t khc
Cng ty c phn Du lch Thanh Nin c khch hng, bn c v o Si n Tip Th bnh chn vo Top 1 Hng l hnh c khch hng yu thch nht trong nhiu nm lin, Dch v tt nht nm 1

YTC c Tng cc du lch Hip hi du lch vinh danh Thng Hiu L Hnh Ni a Hng u Vit Nam nm Ph nm 1 & 11. 9, 1 ; Top Ten l hnh outbound v ni a ca Thnh

Nhng s cng nhn v nh gi tch cc v YTC ca khch hng cng cc t chc cng chnh l nhng ti sn ln ca cng ty. Gp phn lm cho thng hiu cng ty nh v su sc hn trong lng khch hng.

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