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Chuyn mn hc

GVHD: ThS Phm Vit Hng

LI M U Chuyn mn hc c th ni l mn hc gip sinh vin h thng li kin thc tch ly trong qu trnh hc tp v nghin cu thm nhng kin thc thc t. Do nhm chon mn qun tr Marketing lm chuyn mn hc ,khng ngoi vic h thng li kin thc v tm hiu chuyn v marketing. Bi v hin nay khi cc doanh nghip, cng ty bng n v pht trin mnh th marketing l 1 cng c gip cho cc doanh nghip to c thng hiu trong lng khch hng. Thc hin chuyn nhm khng ch tm hiu chung chung v qun tr marketing v i su v 1 lnh vc c th l Seeding Online, mt hnh thc qung co trc tuyn rt mi m v ch mi pht trin trong vi nm gn y. Ti Vit Nam Seeding Online cn rt xa l i vi 1 s cng ty v doanh nghip, hin nay ch c cc thnh vin ban qun tr cc din n hoc 1 s cc nhn vin Pr thc hin cng vic ny cn cc cng ty vn cha ch trng v qung co qua cc topic nh hin nay. Nhm sinh vin chng em hy vng qua bi chuyn ny s trang b nhiu hn v qun tr marketing v su hn l hnh thc Seeding Online. Bi vit cn c nhiu thiu st v thi gian hn ch v kin thc c hn. Chng em rt mong thy thng cm v c nhng kin ng gp gip kin thc ca chng em c hon thin hn.

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Chuyn mn hc
1)Mc tiu nghin cu

GVHD: ThS Phm Vit Hng

- Marketing l qu trnh lm vic vi th trng gm c tm hiu khch hng ca mnh l ai, h cn g, mun g v lm th no p ng nhu cu ca h ng thi to ra li nhun. Khch hng l nhn t c ngha sng cn i vi mt doanh nghip. Nu khng p ng c nhng th m khch hng cn vi mc gi phi chng th h s mua ca doanh nghip khc thay v mua ca chng ta, nh th vic kinh doanh ca doanh nghip s nhanh chng b tht bi. Mc khc, nu chng ta p ng c nhu cu ca khch hng th h s quay li mua sn phm ca chng ta v s lm cho doanh s ca doanh nghip tng v mang li li nhun cao. - lm c vic ny, doanh nghip cn c nhng chin lc marketing c th v hiu qu, thng c trin khai xung quanh 4 yu t (cn gi l 4P) l sn phm, gi, chiu th v phn phi.Ngoi ra cng c qung co l mt trong nhng vn khng th thiu c th lm gim khong cch v nhanh chng a sn phm n vi ngi tiu dng. - Hn nhiu ngi trong chng ta khng cn xa l vi khi nim Forum Seeding. y l mt hnh thc qung co c xem l mi Vit Nam tuy nhin hiu qu m n mang li th khng h nh cht no trong thi i bng n internet hin nay. Forum Seeding hay Online seeding l s gieo mm cho mt khi u trong kinh doanh. 2) i tng nghin cu - Tng quan v Qun tr Markting- Qung co v cch tnh nng ca qung co - Th trng Seeding Online ca Vit Nam qua cc nm gn y - Mt s vn v cch gii quyt ca th trng qung co trc tuyn 3) Phng php nghin cu Cc phng php c s dng gm phng php duy vt bin chng, duy vt lch s, phn tch, thng k, suy lun logic, phng php chuyn gia v k thut. Phng php nghin cu: - Nghin cu theo thi gian t qu kh ti hin ti v d on trong tng lai - Trong mt khng gian v m, l th trng Seeding Online
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Chuyn mn hc

GVHD: ThS Phm Vit Hng

- Cc phng php thu thp, x l, phn tch, tng hp, t cc ngun d liu 4) Phm vi nghin cu - Khng gian l tnh hnh v tim lc hin nay ca th trng qung co trc tuyn Vit Nam - Thi gian: qu kh v hin ti. - Ni dung nghin cu: th trng qung co trc tuyn Vit Nam. 5) Kt cu ti Bao gm 3 chng Chng 1 C s l lun v qun tr marketing v Seeding Online Chng 2 Thc trng hin nay ca th trng Seeding Online Vit Nam Chng 3 nh gi v mn hc

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Chuyn mn hc

GVHD: ThS Phm Vit Hng

CHNG I: C S L LUN.
1. Tng quan v qun tr marketing 1.1.Marketing l g ? Marketing l qu trnh tm hiu v tha mn nhu cu ca th trng. L lm vic vi th trng bin nhng trao i tim nng thnh hin thc nhm tha mn nhu cu v mong mun ca con ngi. 1.2 Qun tr marketing l g? Qun tr marketing l qu trnh lp k hoch v thc hin k hoch, vi cc hot ng ch yu l: nh gi, khuyn mi, phn phi HHDV v tng tha mn mc tiu khch hng v t chc. (Hip hi Marketing Hoa k) 1.3. Ni dung c bn ca qun tr marketing: a. Marketing bt ngun t nhng nhu cu v mong mun ca con ngi. V trong nn kinh t y tnh cnh tranh, con ngi tha mn nhng nhu cu v mong mun ca con ngi thng qua trao i bng cch chn mua v tiu dung cc sn phm do cc doanh nghip cho bn trn th trng. Do c nhiu sn phm c th tha mn cng mt nhu cu, nn vic la chn cu ngi tiu dng c hng dn bi cc khi nim li ch, chi ph v mc tha mn. Mc d c nhiu cch nhn c sn phm (t sn xut, tc ot, cu xin,) nhng trao i bao gi cng l mt phng thc c bn m nh ngi mua c c th mnh cn tha mn nhu cu v ngi bn tiu th c sn phm v mc tiu li nhun. b. Marketing l hot ng c thc ca con ngi hng n s tha mn cc nhu cu v mong mun thng qua cc tin trnh trao i. Qun tr marketing l mt qu trnh phn tch, hoch nh, thc hin v kim tra cc chng trnh marketing nhm to dng, duy tr v pht trin vi khch hng mc tiu nhm t cc mc tiu ca t chc. Cng vic ch yu ca ngi lm marketing l tm cch nh hng n mc , thi im v c cu nhu cu v sn phm ca th trng. Ni cch khc, qun tr marketing chnh l qun tr sc cu.
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Chuyn mn hc

GVHD: ThS Phm Vit Hng

c. C nm trit l c bn nh hng cho cc doanh nghip thc hnh cc hot ng marketing ca mnh: - Trit l sn xut khng nh rng ngi mua a chung nhng sn phm c sn vigi r, v vy nhim v ch yu ca nh qun tr l ci tin sn xut, nn cao hiu qu phn phi v gim gi bn. -Trit l sn phm cho rng v ngi tiu dng a chung nhng sn phm c cht lng cao, gi c hp l, do nn tp trung vo vic hon thin sn phm, khng cn phi khuyn mi. -Ngc li, nhng ngi theo trit l bn hng tin chc rng ngi tiu dng s khng mua nhiu sn phm nu doanh nghip thiu cc n lc bn hng v qung co. -Trit l marketing nhn thc rng nhim v ca doanh nghip l xc nh nhu cu, mong mun ca khch hng mc tiu v em li s tha mn cao hn v hiu qu hn i th cnh tranh. Bn tr ct chnh ca quan im ny l th trng mc tiu, nhu cu ca ca khch hng, marketing phi hp v kh nng sinh li. -Trit l marketing x hi ch trng rng s mnh ch yu ca doanh nghip l to ra s tha mn cho khch hng, p ng li ch ca x hi v trn c s m t cc mc tiu ca t chc. d. Qu trnh vn hnh h thng marketing chu s chi phi ca bn mc tiu c bn: ti a ha mc tiu dng, kh nng la chn mua hng, s tha mn ca ngi tiu dng v cht lng cuc sng. nhiu ngi tin tng rng mc tiu ca marketing nn nhm vo mc tiu nng cao cht lng cuc sng v phng tin thch hp nht t c iu l quan im marketing mang tnh x hi. e. Qun tr marketing c thc hin theo mt tin trnh bao gm: - Phn tch c hi th trng, xc nh th trng mc tiu (o lng v d bo nhu cu, phn on th trng, la chn th trng mc tiu, nh v th trng), hoc nh chin lc marketing, trin khai marketing-mix, t chc thc hin v kim tra hot ng marketing. V th trng lun thay i v khng mt doanh nghip no c th tn ti m ch da vo sn phm v th trng ang c, nn n phi iu tra nghin cu
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Chuyn mn hc

GVHD: ThS Phm Vit Hng

khch hng, phn tch nhng bin i ca mi trng, cc xu hng tiu dng, thi ng x ca ngi mua, qua m pht trin cc c hi v vn dng vo hot ng marketing ca mnh. Doanh nghip cn phi o lng nhu cu hin ti, d bo nhu cu tng lai ca th trng v sn phm quyt nh quy m kinh doanh v cch thc thm nhp thi trng. doanh nghip cng phi phn on th trng theo nhng c im ca khch hng v chn th trng mc tiu sc hp dn v quy m, c cu v ph hp vi kh nng marketing ca mnh. -i vi mi th trng mc tiu cn xc nh v tr ca ca nhn hiu sn phm trong tm tr khch hng th thuc tnh c u th c bit so vi i th cnh tranh. Trn c s , hnh thnh mt chin lc marketing vi nhng mc tiu v marketing-mix ph hp, ngn sch tng ng. Cui cung cn phi t chc thc hin v kim tra hot ng marketing bng cch xy dng cc chnh sch h tr, trin khai cc chng trnh hnh ng c th, cc tiu chun kim tra v tin hnh nhng iu chnh cn thit nhm m bo t c cc mc tiu marketing. 1.4. Mt s vn thc t trong qun tr marketing Qun tr marketing l qu trnh lp k hoch, v thc hin k hoch , nh gi, khuyn mi v phn phi hng ha, dch v v tng to ra s trao i vi cc nhm mc tiu, tha mn nhng mc tiu khch hng v t chc. nh ngha ny tha nhn qun tr marketing l mt qu trnh bao gm vic phn tch, lp k hoch, thc hin v kim sot. N lin quan n hng ha, dch v v tng, v da trn nim v trao i, mc ch ca n l to ra s tha mn cho cc bn hu quan. Trong mt t chc, qun tr marketing c th lin quan n mi th trng. Ta hy xt mt hng sn xut t. Ph ch tch ph trch nhn s lin quan n th trng sc lao ng, ph ch tch ph trch cung ng lin quan n th trng nguyn liu, v ph ch tch ph trch ti chnh lin quan n th trng tin t. H phi ra nhng mc tiu
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Chuyn mn hc

GVHD: ThS Phm Vit Hng

v hoch nh nhng chin lc t c cc kt qu tha mn trn th trng . Tuy nhin theo truyn thng th cc cn b iu hnh ni trn khng c gi l nhng ngi lm marketing v h cng khng c o to v marketing. Kh lm th h cng ch l ngi lm marketing bn thi gian. ng l ra l nh vy, nhng xa nay qun tr marketing ng nht vi nhng nhim v v con ngi lin quan n th trng khch hng. Ta s theo thng l ny mc d nhng iu ta bn v marketing u p dng cho tt c th trng. Cng vic marketing trn th trng khch hng chnh thc l do nhng ngi qun l tiu th, nhn vin bn hng, nhng ngi qun l sn phm v nhn hiu, nhng ngi qun l th trng v ngnh, v ph ch tch ph trch marketing thc hin. Mi cng vic u c nhng nhim v v trch nhim c xc nh r rng. Trong s nhng cng vic ny c rt nhiu cng vic lin quan n vic qun l nhng ti nguyn marketing c th, nh qung co, nhn vin bn hng hay nghin cu marketing. Mt khc, nhng ngi qun l sn phm, nhng ngi qun l th trng v ph ch tch ph trch marketing th qun l cc chng trnh. Cng vic ca h l phn tch, hoch nh v trin khai cc chng trnh nhm to ra cc giao dch nh mong mun vi cc th trng mc tiu. Ngi ta thng quan nim qun tr marketing c nhim v ch yu l kch thch nhu cu c kh nng thanh ton v nhng sn phm ca cng ty. Tuy nhin, mi ch l mt quan nim ht sc phin din v nhng nhim v marketing rt a dng v nhng ngi qun tr marketing phi thc hin. Qun tr marketing c nhim v tc ng n mc , thi im v c cu ca nhu cu c kh nng thanh ton theo mt cch no gip cho t chc t c nhng mc tiu ra. Qun tr marketing v thc cht l qun tr nhu cu c kh nng thanh ton. T chc chc chn phi c mt tng v mc giao dch mong mun vi th trng mc tiu. Trong khi mc thc t ca nhu cu c kh nng thanh ton c th
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Chuyn mn hc

GVHD: ThS Phm Vit Hng

thp hn, bng hay cao hn mc mong mun ca n. Ngha l c th khng c nhu cu c kh nng thanh ton tng xng hoc nhu cu c kh nng thanh ton cao hn nhu cu thc t. V qun tr marketing phi nm bt c nhng tnh trng khc nhau . m ng nhng nhim v cc nh qun tr marketing phi tin hnh nghin cu marketing, lp k hoch, thc hin v kim tra. Trong phn k hoch marketing, nhng ngi lm marketing phi thng qua nhng quyt nh v th trng mc tiu, xc nh v tr trn th trng, pht trin sn phm, nh gi, cc knh phn phi, thng tin lin lc v khuyn mi. 1.5. Forum Seeding hay Online seeding l g ? Forum Seeding l mt ngnh mi c tch ring ra t mng Marketing. Internet bng n ko theo cc doanh nghip, cng ty cng cn phi c mt cch tip cn mi a sn phm, dch v ca mnh n ngi tiu dng. Gn ging nh nhng PR h quan h vi ngi dng Internet, cng ng o, nhng ngi thng xuyn hoc c mt ngy c thi gian ln mng, thng qua mi trng a thng ip ca mnh, thng tin v nhng sn phm mi sp c tung ra n mi ngi. V qua cng c th ly phn hi ca khch hng, nhng ngi quan tm n thng ip ca bn. V vy bn c th iu chnh sn phm ca mnh cho ph hp trc khi a ra sn phm chnh thc n tay ngi tiu dng. nc ta hnh thc qung co ny mi ch pht trin trong mt vi nm tr li y, khi m truyn thng a phng tin ang dn tr nn quen thuc vi mi ngi, internet ang n vi mi nh , mi ngi t thnh th ti nng thn. S xut hin ca blog l thi k n r ca hnh thc ny. Nhng trang blog ni ting c hng ngn ngi gh thm mi ngy v li hng trm comment. y c th xem l mt mi trng qung b hnh nh c th v phn nh li nhng thng tin rt hu ch.

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Chuyn mn hc

GVHD: ThS Phm Vit Hng

Forum Seeding c xem l mt hnh thc qung b hnh nh, tng mt cch khn ngoan v hiu qu, chi ph cho dch v ny so vi hiu qu m n mang li l kh hp dn so vi cc loi hnh qung co, truyn thng khc. Forum Seeding c hai dng:

Xc nh i tng cn truyn thng, qung co, sau tm Forum lin quan n nhm i tng ny ri seed cc ch cn cp, thng qua cc topic khai thc, lo li ly kin ca ngi dng v tm cch pht trin topic thu ht nhiu ngi vo xem, cng nhiu ngi vo tho lun th cng nhiu ngi bit n sn phm, dch v ca bn.

Thng qua Admin, Mod ca cc din n dn topic cn tho lun hng u tin, dn cc banner qung co.

V d l cng vic no th nhng ngi thc hin Forum Seeding (forumseeder) cng phi theo di, chm sc cho topic lun si ni, ngy cng pht trin, ngy cng nhiu ngi bit n. Cc bn hy th tng tng mt cht, qung co sn phm l mt dng truyn tai nhau, ti ni bn nghe, bn ni ti nghe. C nh vy lng ngi bit n thng ip s tng ln. Khi no cn dng Forum Seeding? Chng ta cng xem xt m hnh hnh vi khch hng trong thi i Internet do Dentsu xut:

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Chuyn mn hc

GVHD: ThS Phm Vit Hng

Hu ht cc k hoch Forum Seeding u thc hin gii quyt ch A u tin Attention. Tuy nhin nu k, Forum Seeding hu nh i xuyn sut m hnh ny Attention: kch bn ny thng t xy ra vi nhng sn phm chun b hoc mi ra mt th trng. Thng ip chnh ca nhng mu Seeding ny phi n tng vi mc tiu chnh l gy s ch v t m cho khch hng hng tim nng Interest & Share: vi trng hp ny cc Forum Seeder thng to to ra nhng mu i thoi xoay quanh thng hiu , t dn dt cu chuyn theo hng c li cho thng hiu. Search: nu bn ang cn c nhu cu mua laptop Dell v th search Google vi t kha Laptop Dell xi tt khng? v kt qu tr v c th nh hnh bn di. Vn ny c gi l Social Media Optimization, tuy nhin Forum Seeding l mt yu t nh hng n Social Media Optimization (c bit l Vit Nam)

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Chuyn mn hc

GVHD: ThS Phm Vit Hng

Quy trnh Forum Seeding: 1. 2. 3. 4. 5. Phn tch i tng La chn forum ph hp Xc nh mc tiu La chn thng ip Thc hin D on ri ro Cch thc gii quyt khi xy ra khng hong o lng, nh gi v iu chnh

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Chuyn mn hc

GVHD: ThS Phm Vit Hng

CHNG II : THC TRNG TH TRNG QUNG CO SEEDING ONLINE ( FORUM SEEDING) 2.1Tng quan v mng internet ca Vit Nam: -Mt ngi s dng internet hay mt c dn mng s lm g vi chic my tnh c kt ni internet ca mnh: Thu thp thng tin (90% ngui s dng internet cho vic tm kim v c tin tc trn cc Website), gii tr (nghe nhc, xem phim, chi Game), chat v gi Email, mua sm trc tuynCng vi s pht trin ca internet l s ln mnh ca cng ng o. Nhng ngi s dng Internet xy dng cc din n ring ginh cho mnh tu thuc vo tui, s thch, vng min, cc trng hcCc din n ny thu ht c hng ngn thnh vin tham gia sinh hot v y chnh l mnh t cc doanh nghip bn l, cc Marketer khai thc. V y cng l l do ca s ra i ca mt hnh thc Online Marketing mang tn PR Forum hay Forumseeding - Vit Nam l quc gia c dn s tr vi tc pht trin Internet ng kinh ngc k t khi bt u c Internet nm 1997. Hin ti c khong 25,1 triu ngi s dng Internet, tc tng trng khong 30% mi nm v c th ln ti 47 triu ngi vo nm 2013. T l ngi tham gia cc mng x hi ln ti 16,12 triu tc l 77,5% tng s ngi dng Internet. Tin tc, bo mng chim v tr rt quan trng trong i sng trc tuyn khi c ti 89% lng truy cp ri vo cc trang bo in t, 82% s dng cc cng c tm kim, 73% chat v dch v email c khai thc mc 58%... - Game trc tuyn cng l im hp dn do c im dn s tr. C ti 57% thanh thiu nin ti cc thnh ph thng xuyn tham gia cc trang game online. - Tc pht trin v bng thng Internet cng gip cho cc hnh thc gii tr nh nghe nhc (67%), xem video trc tuyn (43%), download/upload nh (30%), webcam (21%).. pht trin mnh. Cc trang thng tin dnh cho la tui teen t ti hng triu pageviews mi thng cng khng nh vai tr ngy cng quan trng ca la tui ny ti s pht trin ca Internet Vit Nam.
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Chuyn mn hc

GVHD: ThS Phm Vit Hng

- Blog cng c sc hp dn rt ln i vi gii tr khi c khong 55% thanh nin trong la tui 15 n 25 s hu blog cho ring mnh. 2.2. Tim nng ca ngnh qung co Seeding Online a) Qung co trc tuyn: Nm 2011, th trng qung co trc tuyn ca Vit Nam t khong 17,5 triu USD. So vi nm 2010 th mc tng trng t khong 71%, v phn ln (khong 80%) l hnh thc thng qua hnh thc bn qung co (banner). nh gi ca nhng nh phn tch a ra cho thy, nhp tng trng ca th trng qung co Internet Vit Nam trong vng 2-3 nm ti s ng mc khong 50%/nm. Nh vy c ngha l thm ch khng cn s nh hng ca d n ln c xut, n nm 2012 th trng s t con s khong 31,5 triu USD. Trong qu trnh pht trin th trng, phn trm ca hnh thc bn qung co s gim i, nhng khng qu nhiu. Vit Nam hin gi l mt trong nhng quc gia c tc tng trng s lng ngi dng ng u th gii. Theo s liu ca Tng cc Thng k thng 7/2010, s ngi s dng Internet ti thi im cui thng 7/2010 t 25,1 triu ngi. Theo k hoch quc gia, Internet s ph n khong 70% dn s t nc vo nm 2015, c ngha l ti thi im s lng ngi s dng Internet s vo khong 40 triu ngi. Ngoi ra, Vit Nam c nhiu doanh nghip nh v va, i tng ph hp nht vi qung co trn cc cng c tm kim trc tuyn. Theo anh Nguyn Hng c, 22 tui, xm nhp lnh vc seeding t nhng ngy u mi bc chn vo i hc vi chng trnh cho Vinamilk, mng Beeline... Nhim v ca c l a hnh nh Beeline n vi tht nhiu c dn mng, cho mi ngi tht quen vi cc thng tin v mng di ng mi m ny. Hin nhm ca c ang chy chng trnh cho nhn hiu kem K. Kch bn nhm c s phi thc hin n thng 1-2012 l truyn ming tht nhiu thng tin v c hoa hu H. ln cc mng x hi nh Facebook, Zing, Mimo... nh hoa hu ny ang lm g, u, n g... bi c s l i s
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Chuyn mn hc

GVHD: ThS Phm Vit Hng

ca hng kem. Song song l gieo mm tho lun cc ch v kem, hng dn lm kem... trn cc din n mi ngi, hoc chnh nhm ca c dng nhiu ti khon ln bnh lun. Anh Trn Vn in, Cng ty qung co Nht Long, nh li t nm 2007 Vit Nam ngi ta lm seeding ch yu tng lng truy cp cho cc din n. Lc cn ang l sinh vin nn in lm thm cng vic ny cho din n 5giy v c tr 25 ng/comment. Khong hai nm tr li y, in c khch hng giao lm seeding nh mt phn ca chng trnh marketing trc tuyn. Khch hng ca in l cc i l xe hi, dc phm, m phm, thc phm. b)Thng mi in t ca vit nam ang dn bng n - i din cc c quan qun l v chuyn gia d bo khng nh, thng mi in t ca Vit Nam cn nhiu c hi pht trin, khi lnh vc thanh ton trc tuyn c ch trng.Thng mi in t (TMT) ca Vit Nam ang pht trin mnh m v dn tr thnh phng thc kinh doanh khng th thiu ca doanh nghip. - Ngy cng nhiu doanh nghip ng dng loi hnh ny tm kim c hi kinh doanh, tm i tc, m rng th trng, gim chi ph, tit kim thi gian... - Cc chuyn gia cng cho rng, TMT Vit Nam pht trin ng kh nng cn s i tin phong ca lnh vc thanh ton trc tuyn. c bit n kh nhiu vo nm 2008 vi s ln mnh ca cc cng thanh ton in t nh PayNet, VinaPay, Mobivi, Payoo..., nhng thanh ton trc tuyn vn l mt lnh vc kh mi m. c bit, hot ng ng dng cc m hnh thanh ton trc tuyn mi ch trin khai mt vi doanh nghip ln, trong mt s lnh vc hng khng, du lch. - Hin ti Vit Nam c khong 28 ngn hng trin khai h thng th v chuyn mch quc gi, c th chia s mng li my ATM. Nhiu cng ty cung cp dch v nh: Telco, Game online, FPT Telecom, Vietnam Airlines, Jetstar Pacific Airlines... cng chuyn sang s dng cc phng thc thanh ton in t, trc tuyn qua Internet. - i din OnePay cho bit, trong gn 2 nm trin khai dch v ti Vit Nam, s lng khch hng tng 200%/nm, tng trng giao dch trn 15%/thng v trn 150%/nm.
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Chuyn mn hc

GVHD: ThS Phm Vit Hng

Ngn hng TMCP Quc t Vit Nam (VIB) cng cho hay, hin c 10 doanh nghip k kt hp ng chnh thc vi VIB, chp nhn cho thanh ton cc giao dch mua bn hng ha, dch v bng V in t Mobivi... 2.3 Th trng qung co trc tuyn vit nam qua nhng nm gn y: a) Th trng nhng nm trc: - Cng ty Nghin cu Th trng Cimigo va cng b bn bo co chi tit doanh thu qung co trc tuyn ti Vit Nam. Quy m th trng qung co trc tuyn Vit Nam c t 278 t VN (tng ng 15,5 triu -la M). nm 2009 - D vn cn non tr, nhng th trng qung co Vit Nam tng trng 71% so vi nm 2008, ng Lukas Mira, gim c trc tuyn ca Cimigo nhn xt. y l ln u tin mt ngun d liu ng tin cy v ti qung co trc tuyn c cng b Vit Nam. - Trong nhng nm trc qung co qua mng vn chim mt phn rt nh trong tng u t qung co, v con s ny thp hn so vi cc nc cng khu vc ng Nam . tip cn vi mt ngi dng Internet, cc nh qung co ch mi chi 50 cents (tng ng 10.000VN) mi nm. Trung Quc chi gp 15 ln con s ny, ng Brian Pelz, ng sng lp Vinagame v thnh vin ca ban iu hnh IAB, nhn xt. - Trong na nm u 2009, cc qung co banner, bao gm c rich media chim khong 90% ngn sch dnh cho marketing online. Phn 10% t i cn li chia cho cc hnh thc khc nh search, mobile, e-mail Nhng nh lm qung co thch cc qung co banner hn v nhng yu t nh hnh nh p mt, cu ch chuyn ng v thng ip c lp li. Banner cng d thit k, d hiu, d chp nhn hoc t chi. Ngc li, hnh thc qung co online t c ch nht ti Vit Nam l qung co qua cng c tm kim (search engine marketing SEM). - SEM bao gm hai phng thc nhm a thng ip n ng ngi dng vo ng thi im khi h s dng cc cng c tm kim tm thng tin. Hnh thc qung co ny khng c nhng hnh nh p mt, y mu sc m ch c ch. V th, n cha thc s thu ht s ch ca nhng ngi lm qung co ti Vit Nam. Ti nc ta, ngn sch
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Chuyn mn hc

GVHD: ThS Phm Vit Hng

chia cho qung co qua display v SEM ngc hn so vi nhng quc gia khc trn th gii. - Theo kt qu nghin cu s ngi s dng internet c tin tc trc tuyn tng t 89% trong nm 2008 ln 97% trong nm 2009. c tin tc trc tuyn hin l hot ng online ph bin nht tt c cc nhm tui v gii tnh. - Trong khi , chi game trc tuyn l hot ng ph bin th hai vi t l gn 50% ngi tham gia, trong chim a phn l nam gii. Di y l mt s kt qu quan trng khc trong cuc nghin cu: - Xu hng truy cp internet ti gia nh tng t 66% nm 2008 ln 71% nm 2009 tr thnh hnh thc truy cp internet ph bin nht. - T l truy cp t internet cafe gim t 53% nm 2008 xung cn 42% nm 2009. S lng ngi mua hng qua mng cng tng t 4% nm 2008 ln 11% nm 2009. - Cc mng x hi ang tip tc pht trin mnh ti VN. Trong , cc hot ng chia s ni dung v tham gia cc din n trc tuyn hin ang l hnh thc hot ng ph bin. - Nghin cu ca Cimigo cho thy 50% ngi s dng Internet ti vit nam ng rng h c th chn rt nhiu sn phm khc nhau trn Internet. Tuy nhin, ch c 15% cho rng mua hng trn mng l an ton. iu ny cho thy cc nh qung co trc tuyn hin nay vn cha khai thc mnh knh ny cng nh khng to nim tin ni khch hng. R rng, lnh vc ny vn cn rt rng ln v y tim nng, ch cc nh khai thc mi. b) Mt s nh gi ca nm 2011 v d bo - Doanh thu qung co trc tuyn (QCTT) ti Vit Nam d bo t 130-150 triu USD vo nm 2012 - chim 1,5% th trng qung co. Tuy nhin, th trng ny vn cn kh s khai v nhiu tim nng. Th nht, s ngi s dng Internet Vit Nam ang tng mnh (theo thng k ca B TT &TT tnh n thng 7/2011 t 25,1 triu ngi ) t l ngi s dng phn ln l gii tr, ang to sc hp dn ln cho cc nh qung co hng ti i tng khch hng ny.Th hai, khi tnh hnh kinh t kh khn v ngn sch b ct gim, rt nhiu doanh nghip s hng ti cc gii php qung co v tip th tit kim mang li hiu qu kinh t hn, v Internet l la chn l tng nh li th kt ni
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Chuyn mn hc

GVHD: ThS Phm Vit Hng

vi mt s lng ngi s dng ln vi chi ph thp. Chng ti d on phn ln doanh thu ca QCTT trong nhng nm ti s n t ngn sch qung co trn cc phng tin qung co truyn thng. - Theo kt qu iu tra Net Index, gn 70% ngi s dng Internet Vit Nam c tui t 15-30. y l nhm tui c t l ng nht Vit Nam hin nay. Ngi tiu dng tr l i tng khch hng mc tiu ca rt nhiu cc thng hiu v y l la tui d tip cn nhng xu hng mi nht cng nh tc nm bt cng ngh mi nhanh nhy nht. S cng hng ca hai yu t ny s khin QCTT tr nn ngy cng hp dn vi cc doanh nghip ang mun khai thc th mnh ca th trng tiu th tr y tim nng Vit Nam. - Ngi truy cp Internet ti Vit Nam hin s dng nhiu cng c tm kim ca cc nh cung cp dch v trong v ngoi nc nh Google, Yahoo, Xalo, Socbay Tuy nhin, cc nh cung cp hu nh cha c doanh thu m mi ch c Google v Yahoo khai thc c th trng ny. Theo c tnh ca gii chuyn gia, hin Google chim th phn ti 80-90% ti Vit Nam. Hng ny cng va mi a ra mt kt qu nghin cu cho bit mi ngy c khong 25 triu lt ngi s dng cng c tm kim ti Vit Nam so vi 11 triu lt ca nm ngoi. - Vi vic bng n cng ngh 3G ti th trng VN trong thi gian gn y, s lng ngi dng truy cp internet bng in thoi tng t bin. C th ch trong vng my thng u nm 2010, s lng ngi s dng 3G tng gp ba ln so vi cui nm 2009. - Theo thng k ca Hng phn tch th trng AC Nielsen, qung co banner hin chim ti 80% qung co trc tuyn ti th trng Vit Nam. Hng phn tch ny nhn nh, trong thi gian ti, t l qung co banner s gim, nhng mc gim khng nhiu. Mt s nh thng tin d on nh hng c li t th gii - n nm 2013, qung co trc tuyn s vt mt bo in tr thnh th trng qung co ln th hai, sau truyn hnh, vi 117 t USD li nhun. l d bo mi nht ca Magna Global, cng ty nghin cu v d bo chin lc truyn thng ni ting ton cu.
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Chuyn mn hc

GVHD: ThS Phm Vit Hng

- Theo Hip hi Qung co Tng tc (Interactive Advertising Bureau - IAB) v cng ty PricewaterhouseCoopers (PwC), nhng ngi lm qung co chi tiu 12,1 t la vo mng internet trong su thng u nm 2010, mt s tin k lc cho qung thi gian 6 thng. So vi cng k nm 2009, mc chi ny tng n 11,3%. - Thng k 6 thng u nm cng cho thy s hi sinh ca th trng qung co bng banner, vi doanh thu tng 16% v t hn 4,4 t la. 2.4.Nhng hiu qu m Seeding Online mang li: Hiu qu v mt truyn thng 1. Thng tin truyn thng v sn phm/dch v mang tnh khch quan khng gy phn cm cho cng ng hay su hn l cc khch hng tim nng. Chc hn cc bn quen thuc vi cu ni i gii! Li qung co. Th nn hy kho lo la chn v a ra tng truyn thng ng qu nng mi qung co qu cc bn nh. 2. Tip cn c ng i tng khch hng tim nng. Doanh nghip bn chuyn sn xut cc dng th thao. Bn hy tn dng cc din n v bng , tennis, cu lngTi sao vy? n gin l trn cc din n tp trung ch yu nhng thnh vin am m th thao v chc chn 99% trong s h s thng xuyn chi th thao. 3. Forum seeding s l mt cng c hu hiu bn iu tra th trng, iu tra cm nhn ca khch hng v sn phm, dch v ca doanh nghip bn.Bn khng tin sao? Hy ng k lm thnh vin trong 1 din n (v d: Webtretho, webketoan) v t 1 cu hi m v mt sn phm, dch v bt k (v d: mua thi trang cng s u) mnh chc chn ngay sau 1 m thc dy v vo Topic m bn va lp s nhn c v s cc t vn b ch . 4. Mt hiu qu na m cc bn phi nhn nhn l Forum seeding s gip tng t l nhn bit sn phm/ dch v trn cc cng c tm kim. iu ny hi kh tin phi khng? Nhng chng ti lm c iu . Bn c mt nh hng n mi m v cha h thc hin chin dch truyn thng trn Internet no, bn hy thc hin chin dch Pr trn 40 din n hng u Vit Nam th xem. Ch sau 15 ngy thng tin v nh hng ca bn s c ph tng i trn Internet .
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Chuyn mn hc
5.

GVHD: ThS Phm Vit Hng

Cc gii php Online Marketing ni chung v PR Forum ni ring c li th hn cc

knh Marketing truyn thng l o lng c hiu qu ca chin dch thng qua cc con s c th, chnh xc. i vi Forum Online bn s o lng c lt ngi c Topic, s Comments trong 1 ngy, 1 tun, thng.Bn thy hng th cha no! + Hiu qu v mt ni dung ca hnh thc Forum seeding Trong hu ht cc din n cc bn u c th ng ti bi vit, link dn, hnh nh, video. Nh vy sinh ng kch thch hnh vi ca ngi tiu dng phi khng no. Ngoi ra ni dung truyn thng ca bn c th cp nht, chnh sa v c tnh tng tc cao i vi cng ng. Mt lu nho nh vi cc bn l hy chm sc Topic ca bn thng xuyn nh. Nh vy bn c th nhn c phn hi ca cng ng v x l thng tin chnh xc kp thi to ra s si ng ca din n. Quan trng hn l ng bao gi ni qu, ni sai s tht v sn phm/ dch v ca mnh trn forum seeding nh. 2.5 nh gi v gii php cho th trng qung co trc tuyn Vit Nam 2.5.1Mt s vn khin vic qung co Seeding Online vn cha th pht trin a) S thiu tin tng t cc doanh nghip trong nc - Mc d chi ph t hn nhng khi lm qung co, khng nhiu doanh nghip ti Vit Nam chn qung co trc tuyn ni chung v seeding online ni ring. - C l v h khng thc s tin tng vo cht lng ca qung co cng nh hiu qu m n mang li cho doanh nghip. C th qung co trc tuyn rt thnh cng v ph bin ti nhiu quc gia pht trin, ngay ti Chu vi cc nc nh Nht Bn, Hn Quc, Trung Quc hiu qu ca qung co trc tuyn khng th ph nhn. - Tuy nhin, Vit Nam th khc. Qung co trc tuyn cn kh mi, cc doanh nghip Vit Nam khng mun liu lnh th qung co trc tuyn bi l khi nim qung co trc tuyn cn rt m h so vi h. iu ny l gii ti sao th trng qung co trc tuyn" hin nay Vit Nam vn ang " di" ch cc doanh nghip. - Nu nh trong thi gian ti qung co trc tuyn Vit Nam c nhiu s u t v iu chnh ph hp p ng tt hn nhu cu qung co
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Chuyn mn hc
b) Thiu tnh chuyn nghip

GVHD: ThS Phm Vit Hng

- Seeding Online hay Forum Online ca Vit Nam ch yu hng ti vic qung co thng hiu vi hnh thc banner v qua cc topic. Ti cc website ln, logo/banner chi cht bt chp cc tiu chun v hiu qu gy n tng (nhiu nht 4 qung co/mt mn hnh). Cc dng qung co nh qua t kha, qung co theo ng cnh, theo hnh vi ... cn l nhng khi nim mi m. V hin, cng cha c mt chun no i vi cc mu thit k cho qung co trc tuyn (kch thc, v tr ...). iu ny khin khch hng mt thm nhiu thi gian v chi ph khi tin hnh qung co ti cc website khc nhau. Cc topic i khi vit qu dng di gy nhm chn cho cc thnh vin. c) Phn khc th trng khng tht s r rng - Ngi s dng internet c tui trung bnh l 29 tui, nh hn so vi tui trung bnh ca dn s Vit Nam hin nay (36 tui). Trung bnh mi ngi s dng 2 ting/ngy truy cp internet. - Nhng hot ng hng u trn internet ti Vit Nam l thu thp thng tin, d liu nh c tin tc, s dng cc website tm kim. K n l cc hot ng gii tr trong c nghe v ti nhc, phim v chi game.V mt tm kim, Google vn ng u vi t l ngi s dng l 81%, trong khi Yahoo ch c 1%. V tin tc, Tuoitre.com.vn v VnExpress ng u, tip n l Dantri.com.vn. Zing.vn ng u trong lnh vc gii tr trc tuyn, t xem phim, ti nhc, n chi game. ng Mira lu rng, th t ny c th thay i vo thi im hin nay do internet l mi trng vn ng v thay i thng xuyn. d) Khng c Phng php o lng qung co trc tuyn chnh xc nht - C nhiu ngun d liu v quy m cng nh c cu ca th trng qung co trc tuyn Vit Nam. Tuy nhin, phn ln cc s liu ny u mang tnh tng i v khng p dng phng php o lng r rng v minh bch e) s dng cc cng c qung co khng mi m - Cch thc chnh vn l qung co bng Banner

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Chuyn mn hc

GVHD: ThS Phm Vit Hng

- Qung co v sng to ti cc website Vit Nam khng khc bit my vi cc website Chu u, nhng cc website Vit Nam s dng text v banner l chnh, vi mt cht ci tin v cch thc (khng c nhiu dng qun co dynamic rich media [DRM] hoc cc qung co v video). - Cc banner qung co Vit Nam thng s dng cc frames gi cc banner lun nm tm mt ngi c. Khi ngi c cuc xung, v tr cc qung co ny trong tm mt ngi c. Nhn chung, bn s khng thy chng trong cc website phng Ty, nhng li rt ph bin Vit Nam.Mt v d l l cc banner trt, khi bn cun trang, thng nm hai bn tri v phi ca ni dung, c th nhn thy nhacso.net, 24h.com.vn, hoc ngoisao.net. f) Ngn ng - Ting Vit l mt yu cu bt buc trong th trng ny. Bn cng cn tm hiu xu hng, sc thi v mu sc, hnh thc v cc yu t v vn ha bao gm ngn ng- cn c nghin cu cn thn trc khi c bt k hnh ng xm nhp th trng. g) D ng qung co - Khi nhng banner dy c trn cc website, m vnexpress, dantri.com l mt v d, th qung co khng cn hiu qu na. Ngi dng d ng vi ct th ba, v website c ba ct quen thuc. - Mt nh qun l chin dch qung co lm vic ton thi gian ti th trng Vit nam ni l mt ngi ph n t hi, cc knh qung co cn rt mi m ti Vit Nam. Ngi ta nhm ln khi lm mi th n gin nht c th, nh t cc lin kt m khng cn tracking code. a s cc n v cho t qung co ch theo hc cc kha ngn hn mang tnh i ph. Tracking code l cch kim tra xem cc banner hay qun co hot ng th no trong mi chin dch qung co, chng hn c bao nhiu ngi bm, h n t banner no, t website no. 2.5.2 Mt s gii php i vi cc vn v qung co trc tuyn a) Pht trin chuyn su qung co trc tuyn
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Chuyn mn hc

GVHD: ThS Phm Vit Hng

- Ngc li vi nhng d bo lc quan v s tng lai ca ngnh qun co trc tuyn l s thiu vng cc cng ty qung co trc tuyn chuyn nghip v c ting tm ti Vit Nam, sc cnh tranh vi cc i gia vo Vit Nam thi gian ti. qung co trc tuyn ch ang dng li mc c s dng trong cc website bo in, website gii tr vi tnh chuyn nghip thp, ch yu tp trung mt s t bo in t, phin bn bo in t ca mt s t bo ln v mt vi website gii tr, thng mi khc. - Tuy nhin, n nay s lng cng ty chuyn v qung co trc tuyn ch m trn u ngn tay v nu ni v tn tui cng nh th mnh th hin ch c duy nht Cng ty C phn Qung co trc tuyn 24h (Cng ty 24h). Cng ty ny hin c cc chuyn gia nh gi l cng ty chuyn nghip nht trong lnh vc qung co trc tuyn, c quyn khai thc qung co trn website Bo in t VietNamNet, website gii tr 24h.com.vn v mt h thng bao gm 70 website khc c s lng truy cp ln. - Qung co trc tuyn l mt xu th tt yu trong ngnh marketing i vi bt k quc gia no, nn Vit Nam cn xy dng cc cng ty qung co chuyn su v qung co trc tuyn c nhng thnh qu theo xu hng hi nhp. b) Ngn ng qung co - Cc nh qung co thng dng ngn ng phng i t khen hng ha ca mnh mt cch qu thi bng cc cm t tuyt ho, v ch, s 1 th gii, cng ngh hng u... cho du n, kem nh rng, hay m phm... lm cho ngi tiu dng d nghi ng gi tr s dng ca hng ha. - Ngh thut v th php qung co i khi h thp th hiu thm m, gy phn cm i vi cng chng. Thc t, phi tha nhn, c nhiu qung co t nht, n iu, gng p, s si, thiu tnh thm m, h thp th hiu ca cng chng. V d nh vic qung co bng v sinh hay qung co ko cao su, c cnh mt anh chng nh hn ngi yu, nhng c ta ly tay xua xua, nh mt kh chu... ( c ta ch hi th ca anh chng ngi yu khng c thm tho sch s). Cnh ny khng hiu ngi nc ngoi th no ch vi Vit Nam th l hnh vi ch (nht l ch ngi yu), lm ngi b ch va xu h, va cm thy b xc phm.
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Chuyn mn hc
c) Qung co hng i tng (Targeted Ad)

GVHD: ThS Phm Vit Hng

- Tin xa hn mt bc so vi vic t qung co nhng website c th, Qung co trc tuyn Vit Nam cn ngh ti cc hnh thc qung co hng i tng. Ngi ta vn thng cho rng Internet l mt mi trng truyn thng i chng, rng khp (mass media, N to N). Nhng thc t l sc mnh ln nht ca Internet li nm kh nng nhn bit n tng c nhn, v qung co hng i tng l nhng qung co cung cp n ng i tng khch hng mc tiu ca doanh nghip, da trn nhng thng tin c nhn m website c c v i tng - V d, mt mng x hi (social network) chc chn s c c nhng thng tin tng i chnh xc v tui, gii tnh, ngh nghip, ni c tr... ca cc thnh vin tham gia trong mng ca mnh. Vi mt sn phm cho n gii, qung co c th ch xut hin cho cc thnh vin n, nh vy chi ph gim hn, hiu qu tt hn, ngi dng nhn qung co thy hi lng hn v c bit thm nhng thng tin v sn phm mnh cn. Ngc li nhng ngi khng c nhn qung co cng s hi lng hn v h khng phi xem nhng qung co khng dnh cho mnh. d) Qung co theo ng cnh (Contextual Ad) - Hnh thc qung co ny tng i ging qung co hng i tng, nhng ni dung qung co xut hin khng da vo thng tin ca ngi dng m da vo ni dung trang web ngi dng ang c. V d trang web bn v mt sn phm, mt blog hoc mt bi tin tc v ch ph hp vi doanh nghip cn qung co. Adwords hay Adsense ca Google, Yahoo... chnh l cc hnh thc qung co theo ng cnh. f) Qung co tng tc (Interactive Ad) - Khch hng ca Qung co trc tuyn c th tn dng th mnh c trng ca Internet, qung co tng tc (thng dng k thut Flash) gip ngi xem c th tham gia chi tr chi ngay trn banner. Hin nay Nokia Vit Nam v Sky Group ang trin khai mt chin dch online marketing kh rm r cho dng sn phm XpressMusic vi hng chc ngn ngi chi. g) Pht trin cc cng c qun l Qung co trc tuyn
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Chuyn mn hc

GVHD: ThS Phm Vit Hng

- Hin Vit Nam, mt s cng ty ang m thm pht trin cc cng c thit lp mng qun l Qung co trc tuyn hng ti vai tr trung gian, thc hin cc Qung co trc tuyn cho khch hng trn nhiu website khc nhau.. - Cng c ny s gip i l lm tt chc nng bo co v hiu qu ca cc Qung co trc tuyn, v s lng click chut, t l click chut, chi tit theo thi gian, kt hp vi cc cng c phn tch website (web analytics) v qun l cch thc th hin qung co (ngu nhin, lin tc hay theo th t), v qun l i tng tip nhn qung co (qung co hng i tng). - Qung co trc tuyn c th trin khai cc hnh thc qung co mi v pht trin mt cch bn vng th mt cng c qun l QCTT l rt cn thit. N gip cc i l qun l Qung co trc tuyn mt cch khoa hc v hiu qu hn, ng thi em li nim tin tt hn cho cc doanh nghip v hiu qu thc t ca qung co m h tr tin.

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Chuyn mn hc

GVHD: ThS Phm Vit Hng

CHNG III: NHN XT NH GI MN HC Nhn xt mn hc: Mn hc ny cung cp cho sinh vin kin thc thc tin v ng dng vo qun tr marketing c bit l cc hnh thc qung co, cc chin lc marketing, cc cng c h tr phn tch. Sinh vin c th p dng kin thc ca mn hc gii quyt cc vn v chin lc marketing. Kin thc: c trang b y kin thc chuyn su v qun tr marketing da trn nhng kin thc chung ngnh qun tr kinh doanh. K nng : ngoi nhng k nng chung nh t duy h thng, k nng phn tch v gii quyt vn , k nng giao tip, k nng lm vic nhm, sinh vin c cc k nng chuyn su trong qun tr marketing v bn hng nh xy dng chin lc marketing, chin lc cho bn hng, kho st nh gi th trng, thu hiu nhu cu khch hng. Nng lc : m bo cho sinh vin c nng lc phn tch d bo th trng, nng lc hoch nh cc chin lc marketing cng nh kh nng lm vic chuyn nghip di p lc cao ca cng vic trong mi trng cnh tranh ton cu. Sau khi hon thnh xong mn hc : Sinh vin c th hiu r hn cc trit l v chin lc marketing ; chin lc sn phm; chin lc phn phi; chin lc qung co; chin lc gi. Phn tch c thng tin: Xc nh mc ch ca cng vic , t xc nh t cc hnh thc thu thp thng tin hp l nht. Nghin cu thng tin c bn c sn. La chn cc phn vic c trng, cc im then cht thc hin phn tch cng vic. Xy dng bn m t cng vic v bn tiu chun cng vic cho tng hot ng. Hiu r su hn v qung co trc tuyn v ngnh mi l Seeding Online, nhng li ch m Seeding Online mang li.

Trang: 25

Chuyn mn hc

GVHD: ThS Phm Vit Hng

Nhm em l sinh vin ang theo hc ngnh qun tr kinh doanh, tng lai s ra lm vic cc c quan, cc doanh nghip s gp rt nhiu kh khn v mi trng lm vic cng y s cnh tranh . Chnh v th, khi cn ging ng i hc ny, sinh vin cn phi trang b nhng kin thc chuyn ngnh, khng ch l l thuyt v c thc t. Marketing chnh l mn hc trang b cho sinh vin nhng kin thc p dng thc tin, a hnh nh ca doanh nghip n vi ngi tiu dng v gip cho ngi tiu dng gn hn vi doanh nghip. Chnh v th khi lm mn chuyn mn hc ny, nhm em quyt nh chn qun tr marketing lm c s cho nhng phn tch, nh gi ca mnh trong ngnh qun tr marketing. Tuy nhin, mn Qun tr marketing ch c hc vi s tit l 30, nn nhm em cng nh cc bn trong lp khng c nhiu thi gian tm hiu k lng v ngn ngun v mn hc ny. S tit hc l 30, s hc trong vng 7 bui nhng lm tiu lun v thuyt trnh mt ht 2 bui, cn li 5 bui hc, do chng em khng cn nhiu thi gian tm hiu mn hc ny. Tuy l nhng bi tiu lun ca cc nhm cng ni ln phn no v mn hc, nhng cha , ch l nhng s liu chung chung, phn tch chung chung Trang thit b phc v cho vic ging dy mn hc ny ni ring v nhng mn hc khc ni chung th rt tt, ging vin dy cng rt nhit tnh. Nhng sinh vin hy vng nh trng to iu kin cho sinh vin gn hn vi thc t, khi bc chn vo doanh nghip sinh vin khng b ng.

Trang: 26

Chuyn mn hc
KT LUN

GVHD: ThS Phm Vit Hng

Hin nay c rt nhiu cng ty v ang tham gia h thng qung co trc tuyn ni chung v Seeding Online ni ring. Hin nay qung co trc tuyn l mt trong nhng xu th hin i, khi m c th gim thiu c chi ph nhng hiu qu mang li c th cao hn so vi qung co truyn thng. Vi Vit Nam Seeding Online l mt hnh thc hon ton mi. Khi m mng my tnh ang pht trin mnh m nh hin nay th y l mt th trng y tim nng. Thng qua ti ny chng em hy vng c th hiu r hn v qun tr marketing v qung co trc truyn ni ring, mt trong nhng ngnh tim nng hin nay.

Trang: 27

Chuyn mn hc

GVHD: ThS Phm Vit Hng

TI LIU THAM KHO Gio trnh qun tr marketing ca Trng i Hc Cng Nghip TP. H Ch Minh Qung co v tip th Philip Kotter Cc website: Marketingvn.net ; inova.vn .

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