Professional Documents
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Lu V c
Nguyn Th Hi
Phm Th Thy Hng
Phm Thu Hin
Nguyn Th Hin
Lng Th Hunh Loan
Nguyn Th Hng Nhung
c Thch
Ng Th Thy
H Th Thanh Thy
Nguyn Th Phng Uyn
11298731
11049621
11044911
11068551
11074591
11030251
11069791
11182511
09026433
11030491
11010887
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Mc Lc
A.
NI DUNG: ...................................................................................................................................................... 6
I. C s l lun.............................................................................................................. 6
1.
Thng mi in t l g? ....................................................................................................................... 6
2.
c im v thc trng mua hng trc tuyn ca ngi Vit Nam hin nay. ................................... 6
3.
II. Cc nhn t nh hng n hnh vi mua hng qua mng. .... Error! Bookmark
not defined.
1.
Cc yu t vn ha ................................................................................................................................. 12
2.
Cc yu t x hi: ................................................................................................................................... 14
3.
4.
Tm l: .................................................................................................................................................... 16
5.
III. C hi pht trin ca doanh nghip trong lnh vc bn hng qua mng ...... 21
1.
2.
KT LUN. ........................................................................................................................................................ 29
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A. M U:
I. Tnh cp thit ca ti
Trn th gii khi nim thng mi in t (Electronic commerce) hay chng ta vn gi l bn
hng qua mng khng cn xa l. c rt nhiu t chc cng nh c nhn a ra nh
ngha v thng mi in t nhng u c im chung cho rng y l hnh thc cung cp
nhng kh nng mua, bn hng ha, dch v v thng tin qua mng Internet v cc dch v trc
tuyn khc. nc ta thng mi in t vn cha c hiu v khai thc ng mc. C
nhiu l do m thng mi in t vn cha pht trin nc ta, trong quan trng nht l
ngi tiu dng vn cn thy xa l, cha chp nhn rng ri vi hnh thc mua bn mi m
ny. Nhn thy tm quan trng ca khch hng v phn tch mi trng kinh doanh n vic
pht trin thng mi in t nhm chng ti la chn nghin cu ti: Phn tch tm l
khch hng Vit Nam khi mua hng qua mng Internet. C c hi no cho cc doanh nghip
bn hng pht trin khng?
II. Mc ch, i tng,phm vi v phng php nghin cu
Nhng nm gn y thng mi in t tng bc tip cn vi ngi tiu dng Vit Nam
cng vi s pht trin mnh m ca mng Internet. Nhng bn cnh nhng thun li v c hi
cn c khng t nhng kh khn cho vic pht trin thng mi in t. ti ny nhm a ra
ci nhn c th v r rng hn v thng mi in t, l gii hnh vi ca ngi tiu dng i
vi hnh thc mua bn mi ny.
Chng ti ng trn quan im ca mt ngi lm marketing nh gi s vic. Ly vic
phn tch hnh vi ca ngi tiu dng cng vi c ch qun l nh nc v cch lm ca cc
doanh nghip t chc bn hng qua mng lm c s, chng ti a ra nhng l gii hp l cho
cch ng x ca ngi tiu dng vi vic mua hng qua mng. T thy c nhng kh
khn v cch khc phc n, thy c nhng c hi pht trin thng mi in t nc
ta.
Chng ti nghin cu da trn nhng thu thp v kin ca khch hng tng mua bn qua
mng l bn thn, bn b, ngi thn, nhng cuc kho trn cc trang bo in t c thc
hin trn c nc.
Sau khi c thu thp ti liu c phn loi v phn tch theo b cc c th. Ch ra thun li,
kh khn v cch khc phc.
Ni dung chi tit s c trnh by trong phn sau ca bi tiu lun.
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B. NI DUNG:
I. C s l lun.
1. Thng mi in t l g?
C nhiu khi nim v thng mi in t (TMT), nhng hiu mt cch tng qut,
TMT l vic tin hnh mt phn hay ton b hot ng thng mi bng nhng
phng tin in t. TMT vn mang bn cht nh cc hot ng thng mi truyn
thng. Tuy nhin, thng qua cc phng tin in t mi, cc hot ng thng mi
c thc hin nhanh hn, hiu qu hn, gip tit kim chi ph v m rng khng gian
kinh doanh.
TMT cng c bit ti nh mt phng thc kinhdoanh hiu qu t khi Internet
hnh thnh v pht trin. Chnh v vy, nhiu ngi hiu TMT theo ngha c th hn
l giao dch thng mi, mua sm qua Internet v mng (v d mng Internet ca doanh
nghip)
2. c im v thc trng mua hng trc tuyn ca ngi Vit Nam hin nay.
Nam mua qun o qua mng nhiu hn n, n mua in t qua mng khng
km bao nhiu so vi nam, ngi lt web nhiu cha chc hay mua hng trc
tuyn bng ngi xem TV nhiu...
a. Th trng thng mi in t Vit Nam:
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hng c t l khc nhau gia nam v n tham gia mua bn, nhng mc chnh khng
ng k. ng ch l t l nam mua qun o qua mng nhnh hn hn n (c l do n
thch n tn ni xem hng?). Trong khi , t l n mua DVD, in t qua mng
khng km nam l my.
Nhm hng c mua trc tuyn nhiu nht l qun o (35%), vt xa nhm k cn l
giy dp vi 14%. Tip theo l cc nhm: TD v ph kin (12%), my tnh v/hoc
ph kin (8%), sch (7%)
Cc "ch o" xut hin v c xu hng tng nhanh v s lng trong khong 3 nm
tr li y. Hin nay, cc trang web dch v mua sm trc tuyn c hng u t su
hn v mt cht lng pht trin. Cc doanh nghip ch trng n u t nng cp
cht lng giao din website, cung cp dch v tt hn nh truy cp nhanh, giao din
p, d s dng, cung cp nhiu thng tin cho tng sn phm v gi c, xut x.
Tc ng ca thng mi in t n con ngi hin i.
Cc sn giao dch thng mi trc tuyn c hot ng di hnh thc nhng siu th
in t kinh doanh nhiu mt hng v ty theo li th, mc ch ca tng siu th in
t s c mt vi nhm hng ha ch lc. V vy, khng khc g nhng m hnh ch trc
tip, ch trn mng cng tp trung kh phong ph v chng loi cng nh mu m.
Hin c nc c khong 80 doanh nghip kinh doanh sn giao dch in t, trong
khng t trang web to c uy tn trn th trng. C n hn 10.000 mt hng
thuc cc ngnh hng gia dng tiu dng nh : kim kh in my, qu lu nim, hoa,
sch, qun o, hng th thao, tr chi, trang sc, m phm...
i vi ngi mua: Nh thng mi in t ngi mua s c nhiu c hi kim tra mn
hng v tham kho tht chi tit doanh nghip sn xut ra sn phm trc khi quyt nh
la chn mn hng, c c hi tham kho chn gi c va nht vi mnh, m khng
phi chu bt c s kh chu no t pha ngi bn hng. Hn th, ngi mua cn nhn
c s t vn trc tuyn, d dng t mn hng theo yu cu ca mnh vi bt k nh
cung cp hay sn xut no trn ton th gii; c c hi mua c hng vi gi r cng
nh mua c nhng mn hng c o, mi l m khng tn nhiu thi gian, cng sc
cho vic tm kim... Tuy nhin, nu khng sng sut la chn th nh tt c cc dng
thng mi khc, nguy c chn phi hng km cht lng, cng nh gp mt s dng
la o trc tuyn, gian ln thng mi c th xy ra.
i vi ngi bn: Nh c thng mi in t ngi bn c nhiu c hi qung b
v bn c sn phm ca mnh n tt c mi ni v th trng khng bin gii, tit
kim c chi ph song ngi bn cng c th s phi chu nhiu s cnh tranh t rt
nhiu pha i hi h phi n lc ht sc phc v khch hng ngy cng tt hn v
li nhun trn mi mn hng s ngy cng t hn.
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Thng mi in t tht s lm cho con ngi xch li gn nhau hn, tin tng hn v
mang li s tin li hn.
3. Tin ch v ri ro:
a) Tin ch
3.2 Ri ro:
Nhng tin ch khi mua hng qua mng
Vi mc ch tit kim thi gian v mang li s tin li, dch v mua sm qua mng
kt hp vi th tn dng ra i. Gi y, bn c th ngi nh v thoi mi mua sm
hng trm mt hng ca cc nh cung cp khc nhau. Tuy nhin, khng t ngi vn
cha quen mua sm qua mng v ngi ri ro v th tc phc tp. Hy tham kho nhng
thng tin bn di, bn s yn tm hn s dng dch v ny.
Th tc ng k v mua sm n gin: mua sm qua mng, bn ch cn mt chic
my vi tnh kt ni internet v mt th tn dng. Th tc ng k th tn dng rt n
gin. c th, bn phi l ngi Vit Nam hoc ngi nc ngoi ang c tr ti
Vit Nam v t 18 tui tr ln. Thu nhp ti thiu ca bn phi t 3.000.000
ng/thng, trnh hc vn t cao ng tr ln v c thi gian cng tc ti cng ty
hin ti ti thiu mt nm k t khi c tuyn dng hoc k hp ng lao ng chnh
thc. Sau khi c th, bn ch cn do cc trang web cung cp dch v mua sm qua
mng chn sn phm ng . mua hng, bn nhp chut vo sn phm. Sau ,
bn in cc ni dung thng tin theo mu yu cu, gm h tn, a ch, s in thoi
lin lc...Sau khi hon tt, bn thanh ton tin bng cch g s th v m s bo v.
Hng s c chuyn n nh bn qua ng bu in hoc do nhn vin giao nhn
mang n tn ni.
Trnh khi nhng phin phc kh chu: Mt trong nhng l do khin nhiu ngi ngi
ra ngoi mua sm l s phi gp cnh kt xe, khi bi... l cha k bn phi chen
ln v xp hng vo gi cao im cc siu th hay trung tm mua sm. Dch v mua
sm trn mng gip bn thot khi nhng phin phc ny. Khng ch vy, bn cn d
dng so snh tnh nng v gi c ca cc mt hng chn sn phm ph hp.
Tit kim v ch ng v thi gian: Vi nhng ai bn rn, y l u im ln nht ca
dch v mua sm qua mng. Thay v lang thang hng gi lin cc trung tm mua
sm, bn c th ngi nh v chn mn hng a thch bng cch click chut. Bn ch
phi mt t 15 n 30 pht tm c mn hng mnh cn. Khng ch vy, bn cn
c th ch ng v thi im mua sm. Bt c khi no, d mt gi tra hay mi hai
gi khuya, bn vn c th lt web v t hng, khng phi ph thuc vo gi m ca
ca cc trung tm mua sm.
Ch ng, an ton trong mi tnh hung: Khi i mua sm, mang theo mn tin ln s
rt bt tin v ri ro cho bn. l cha k bn phi vc theo lnh knh hng ha v
ch ch v nh. Ngc li, nu mua sm qua mng, bn khng cn ra ngoi vi ni lo
b trm cp. Hng s c giao tn nh vi nim phong k v an ton.
Mng li mua sm khp nm chu: Vi dch v ny, d ang u, bn cng c th
mua hng tn M, chu u, Trung Quc... Nhng sn phm cho bn trn mng rt
a dng nh: my tnh, my nghe nhc, trang sc, t v my bay, gi in hoa.
Khng ch gip mua hng, cc trang web ny cn gip bn gi qu n ngi thn
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ang vng min hoc nc khc. Nu bn ang Vit Nam nhng mun "sn hng
c" nc ngoi, mua sm qua mng l chn la thch hp.
Hin nay Vit Nam, c rt nhiu trang web cho php bn mua sm : enbac.com,
vatgia.com.
S bng n ca cng ngh thng tin cho ra i hnh thc mua hng qua mng:
nhanh chng v tin li. Tuy nhin, khng t ngi tiu dng ri vo cnh d
khc d ci v nhng ri ro gp phi khi mua hng online.
-
II.
Nhn hng li, khng ng theo yu cu, nhng hu ht ngi tiu dng u
khng th i v nhn li c hng sau khi mua qua mng.
Rt nhiu mt hng c giao bn l hng gi, hng km cht lng, qung co
qu mc thc t. Hu ht cc sn phm rao bn u khng c gi tr tng
ng vi sn phm bn ra v qua rt nhiu khu trung gian nh ph vn
chuyn, ph ng tin
bo m vic cc khch hng khng chy lng, vic t cc tin l iu
bt buc, thng th t 50 n 70%, c khi l 100% gi tr ca sn phm. Li
dng yu t ny, nhiu k gian m mt shop o trn mng, qung co
chuyn t order cc mn hng c, cng yu cu khch hng phi t cc
tin , n khi thu c mt khon kha kh th im thin tht v ln mt tm
v, cui cng, ngi chu thit l cc khch hng, t nhin b mt oan mt
khon tin!
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III.
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Nhu cu v cc loi hng ho, dch v cng nh kh nng mua ca ngi tiu
dng gn lin vi tui tc v giai on trong i sng gia nh ca h.
Ngh nghip c nh hng ln n hnh vi mua ca khch hng:
Ngoi cc hng ho lin quan trc tip n hot ng ngh nghip, khch hng
vi ngh nghip khc nhau cng tiu dng khc nhau. Do vy, vic bn hng
trc tuyn cn tm hiu hnh vi tiu dng ca khch hng vi cc ngh nghip
khc nhaunh: Cng nhn, nng dn, cng chc, tr thc, gii ngh s, nh qun
l kinh doanh, nh chnh tr...
Tnh trng kinh t l iu kin tin quyt ngi tiu dng c th mua c
hng ho, dch v:
Khi ngn sch tiu dng cng cao th t l phn b cho tiu dng cc hng xa x
cng tng ln, t l chi tiu cho cc hng thit yu cng gim xung. Ni chung,
vo thi k kinh t t nc phn thnh,tng trng th ngi ta tiu dng nhiu
hn v ngc li.
C tnh l nhng c tnh tm l ni bt ca mi ngi:
Dn n cc hnh vi ng x mang tnh n nh v nht qun i vi mi trng
xung quanh. C th nu ra mt s cc c tnh thng gp nh: tnh cn thn; tnh
t tin; tnh bo th; tnh hiu thng; tnh nng ng...C tnh s nh hng
nhnh vi tiu dng ca khch hng. Nhng ngi cn thn, nhng ngi bo
th thng khng i tin phong trong vic s dng sn phm mi. Ngc li, l
nhng ngi nng ng, sng to sn sngchu mo him khi mua sn phm
mi
2. Cc yu t x hi:
a. Nhm tham kho:
Nhm tham kho ca mt ngi bao gm nhng nhm c nh hng trc tip (mt i
mt) hay gin tip n thi hay hnh vi ca ngi . Nhng nhm c nh hng
trc tip n mt ngi gi l nhng nhm thnh vin. l nhng nhm m ngi
tham gia v c tc ng qua li. C nhng nhm l nhm s cp, nh gia nh, bn
b, hng xm lng ging, v ng nghip, m ngi c quan h giao tip thng
xuyn. Cc nhm s cp thng l c tnh cht chnh thc hn v t i hi phi c
quan h giao tip thng xuyn hn.
b. Gia nh:Cc thnh vin trong gia nh l nhm tham kho quan trng c nh hng
ln nht. Ta c th phn bit hai gia nh trong i sng ngi mua. Gia nh nh
hng gm b m ca ngi . Do t b m m mt ngi c c mt nh hng
i vi tn gio, chnh tr, kinh t v mt thc v tham vng c nhn, lng t trng
v tnh yu. Ngay c khi ngi mua khng cn quan h nhiu vi b m, th nh
hng ca b m i vi hnh vi ca ngi mua vn c th rt ln.
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nh minh ha
Mt nh hng trc tip hn n hnh vi mua sm hng ngy l gia nh ring ca
ngi . Gia nh l mt t chc mua hng tiu dng quan trng nht trong x hi v
n c nghin cu rt nhiu nm. Nhng ngi lm Marketing quan tm n vai
tr v nh hng tng i ca chng, v v con ci n vic mua sm rt nhiu loi
sn phm v dch v khc nhau. Vn ny s thay i rt nhiu i vi cc nc v
cc tng lp x hi khc nhau.
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c. Vai tr v a v:
Mi vai tr u gn vi mt a v. Ngi ta la chn nhng sn phm th hin c
vai tr v a v ca mnh trong x hi. Nhng ngi lm Marketing u bit r kh
nng th hin a v x hi ca sn phm v nhn hiu. Tuy nhin, biu tng ca a
v thay i theo cc tng lp x hi v theo c vng a l na.
3. Nhng yu t c nhn:
a. Tui tc v giai on ca chu k sng:
Ngi ta mua nhng hng ha v dch v khc nhau trong sut i mnh. Th hiu ca
ngi ta v cc loi hng ha, dch v cng tu theo tui tc. Vic tiu dng cng
c nh hnh theo giai on ca chu k sng ca gia nh.
b. Ngh nghip:
Ngi ta mua nhng hng ha v dch v khc nhau trong sut i mnh. Th hiu ca
ngi ta v cc loi hng ha, dch v cng tu theo tui tc. Vic tiu dng cng
c nh hnh theo giai on ca chu k sng ca gia nh. Ngh nghip ca mt
ngi cng nh hng n cch thc tiu dng ca h. Nhng ngi c ngh nghip
khc nhau s c nhu cu tiu dng khc nhau ngay t nhng hng ha chnh yu nh
qun o, giy dp, thc nn nhng loi hng ha khc nh: M phm, my tnh,
in thoi
c. Hon cnh kinh t:
Vic la chn sn phm chu tc ng rt ln t hon cnh kinh t ca ngi . Hon
cnh kinh t ca ngi ta gm thu nhp c th chi tiu c ca h (mc thu nhp,
mc n nh v cch sp xp thi gian), tin tit kim v ti sn (bao gm c t l phn
trm ti sn lu ng), wn, kh nng vay mn, thi i vi vic chi tiu v tit
kim.
d. Phong cch sng:
Phong cch sng l cch thc sng, cch sinh hot, cch lm vic. cch x s ca mt
ngi c th hin ra trong hnh ng, s quan tm, quan nim v kin ca ngi
i vi mi trng xung quanh. Li sng miu t sinh ng ton din mt con
ngi trong quan h vi mi trng ca mnh. Phong cch sng ca mt ngi nh
hng n hnh vi tiu dng ca ngi . Phong cch sng ca khch hng i khi
c nh tip th s dng nh mt chiu thc phn khc th trng.
e. Nhn cch v thc bn thn
Mi ngi u c mt nhn cch khc bit c nh hng n hnh vi ca ngi .
y nhn cch c ngha l nhng c im tm l khc bit ca mt ngi dn n
nhng phn ng tng i nht qun v lu bn vi mi trng ca mnh. Nhn cch
thng c m t bng nhng nt nh t tin c uy lc, tnh c lp, lng tn trng,
tnh chan ha, tnh kn o v tnh d thch nghi. Nhn cch c th l mt bin hu ch
trong vic phn tch hnh vi ca ngi tiu dng, v rng c th phn loi cc kiu
nhn cch v c mi tng quan cht ch gia cc kiu nhn cch nht nh vi cc
la chn sn phm v nhn hiu.
4. Tm l:
a. Nhu cu v ng c
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5.
a.
b.
c.
Thng qua hot ng v tri thc, ngi ta c c nim tin v thi . Nhng yu t
ny li c nh hng n hnh vi mua sm ca con ngi. Thi lm cho ngi ta
x s kh nht qun i vi nhng s vt tng t. Ngi ta khng phi gii thch v
phn ng vi mi s vt theo mt cch mi. Thi cho php tit kim sc lc v tr
c. V th m rt kh thay i c thi . Thi ca mt ngi c hnh thnh
theo mt khun mu nht qun, nn mun thay i lun c nhng thi khc na.
Thch thc ln nht i vi tt c cc cng ty kinh doanh trn mng l to c s tin
tng khch hng bi nn n cp thng tin, cc s c an ninh mng, dch v khch
hng khng y ... lun l ni m nh vi ngi tiu dng khi mua hng trn mng.
Qu trnh to dng lng tin ca khch hng l mt cu chuyn di v khng d dng.
Bi v lng tin khng th t c n gin nh l kt qu ca mt chin dch
marketing t tin hay mt hnh nh bng ln chp nhong. ng hn, l mt cm
gic phi c nui dng thng xuyn v lin tc.
Tm l ca tng loi khch hng:
Khch hng l ph n:
- Ni chung ph n hiu bit v hng ho tt hn nam gii, ngoi tr nhng hng
ho nh in, kim kh, my mc.
- Ph n tnh ton tin nong gii hn, nhanh hn.
- Ph n ch nhiu hn ti mt v la chn k v mt ny.
- Ph n thng c th hiu pht trin hn nam gii.
- Ph n thng thch mua hng gim gi, h gi hn nam gii.
- Ph n chu nh hng mnh ca cc iu kin mua hng, la chn lu hn bi
v h cn nhc k hn nhiu yu t m nam gii t khi n.
- Ph n quan tm nhiu hn n cc quy chng by hng mu, qung co hng.
- Ph n thng ra yu cu cao hn i vi ngi bn hng.
Khch hng l nam gii:
- Do thiu kinh nghim mua hng, thiu hiu bit v mn hng, nn nam gii
thng mun c ngi bn khuyn nh, c vn trong khi mua hng v tip
thu nhng li khuyn nhanh hn ph n.
- Khi mua hng nam gii thng quyt nh nhanh hn ph n.
- Nam gii t thch mua hng gim gi, h gi v h cho rng mua th phi
mua tt xn.
- Khi vo ca hng th h thng c nh r rng cng quyt hn.
- Nam gii thng n cht lng hng ho hn gi c.
- Thanh nin thng c tm l chy theo ci mi v c tnh cht thi thng, i
hi hng th ci p, mun dn u tro lu tiu dng mi. H chnh l ngi
thc y tiu dng c tnh thi thng t ti cao tro.
- Thanh nin l na tui thch bc l ci ti, mun khc ngi, khng mun
ging ai. V th khi mua hng h ch nhiu ti ging v bn ngoi, theo ui
ci p c c tnh.
Khch hng l ngi cao tui:
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Trong khi trnh din mn hng cho ngi khuyt tt mt gic quan no , cn
ch to iu kin khch hng s dng cc gic quan lnh lnh cn li,
khng nn nn nng, t v kh chu khi phc v h.
f. Nhng khch hng c c tnh khc nhau:
- Loi khch hng t ni: l loi kn o lnh lng. Khi cho hng vi h, nhng
g m pha ngi bn ni ra, h lun nhn trc ng sau khng h c mt kin
no. Th nhng h li c thi rt tt. i vi loi khch hng ny, ngi bn
nht nh phi buc h ni ra, bng cch a ra nhng cu hi kch thch v
kin nhn ch i.
- Loi khch hng lnh nht. i vi loi ny, c ngi cho hng n gp, h
cng chng thm cho hi mt cu, hoc tip chuyn mt cch lnh nht. Vi
tng bng ny, ngi cho hng cn trnh by mt cch nhit tnh, mc cho
thi ca h c th lm cho mnh tht vng i na. Cn phi ch ng, chn
thnh gp g h.
- Loi khch hng thn trng, e d. Loi ny trc khi quyt nh mua hng, h
thng hi han rt nhiu v xem xt t m v th hng . i vi loi khch
hng e d, ngi bn phi c gng khng n h phin phc, kin nhn tr li v
gii thch cho h r. Khi ni chuyn phi t ra cung knh, khng ba hoa khoc
lc, nhng cng khng lt lo rm r. Vi h phi thc th, thnh khn, ni
u chng khin h c n tng n hu tin yu.
- Khch hng t cao t i. Loi khch ny thng t cho mnh l thng minh,
hiu bit v giu sang hn ngi. H thng bc b kin ca ngi bn hng,
ng thi thi phng mnh nn. i vi h, th cn phi la chiu tt nc theo
ma, trc ht cho ngi ta ni chn , thm ch cn ph ho thm, khng
nn phn bc chnh din. Sau khi h ngng ni, hy kho lo chuyn h
thnh ngi nghe, chuyn cm gi hn ngi ca h vo vn m mnh cn
thuyt phc.
- Loi khch hng c nhiu hiu bit. y l nhng ngi c hc cao, hiu bit
rng. Vi nhng tiu dng thuc loi bc cao. H thng c u c ph phn,
so snh v chn la hng ho p ng nhu cu ca bn thn m t b thuyt phc
bi qung co. i vi loi khch hng ny cn h t do la chn v t ra
tn trng thch, s hiu bit ca h. ng thi cn mnh dn gii thiu nhng
c im v tnh cht cho thy cht lng v tnh c o, c sc ca tng loi
sn phm.
IV. C hi pht trin ca doanh nghip trong lnh vc bn hng qua mng
1. C hi ca cc doanh nghip:
a. Tr trng bn hng trn mng ngy cng c pht trin:
T u nm 2007, th trng TMT ti VN c hng lot website mi ra i vi phng
thc thanh ton trc tuyn ngy cng ph bin.
Gia thng 6-2008, thm mt c t ph cho th trng TMT ca VN khi Tp on
eBay, chuyn gii thiu mua bn sn phm qua mng trn khp th gii bt tay vi cc
doanh nghip (DN) VN kinh doanh qua mng. C th l eBay chnh thc tuyn b
-
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qua mng, hng hng khng ny nng cao c thng hiu, tit kim c chi ph
kh ln so vi bn v trc tip.
Theo b Lm Th Ngc Nga, Gim c Cng ty sn xut chi cho tr em Hng Ngc
qun 5, TPHCM th t l giao dch qua mng ca Hng Ngc bnh qun t 60-70%.
Thng qua cc trang web TMT c uy tn, nhiu DN v khch hng trong v ngoi
nc k c hp ng mua bn hng ho vi s tin ln, c hp ng ln n na
triu USD.
b. X hi pht trin ngi dn cng bn rn v mua sm qua mng l hnh thc tit
kim thi gian, cng sc:
Vic mua hng qua mng ngy nay tr nn ph bin vi nhiu ngi. Cc trang web
rao vt, mua bn online y ry trn mng, ch cn vo google.com, g Mua hng
online trong vng 0,28 giy cho ra 315 triu kt qu. Vo cc ch mng online
nh: www ebay.com, etsy.com, rongbay.com, muare.vn c th tm thy chng loi
hng ha, t nhng mn vn phng phm c gi vi chc nghn ng n b qun o
thi trang, trang sc, ph kin hng ngoi t tin, c gi n hai, ba triu ng. Khng
ch c hng thi trang, cc ch in t ny cng khng thiu nhng loi hng c
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nh nc hoa ngoi, a nhc, m phm, sch bo, thm ch kim lun c gii thiu vic
lm qua mng! Nu c nhu cu, n gin khch hng ch cn thc hin giao dch (c s
in thoi km theo trong mi trang web) t hng theo m s ghi trn mi sn phm, tr
tin hng cng vi ph vn chuyn (qua s ti khon m nhn vin bn hng yu cu),
a ch l s c nhn hng tn nh. Cng c trng hp ngi bn ch yu cu tr
trc 70% gi tin, khi no nhn c hng th tr nt s cn li, nhng phn ln u
yu cu a trc 100%. Hng ha c bn qua mng ch yu l ca nhng ch kinh
doanh va v nh, khng kh nng thu mt bng, chi tr thu, in, nc, thu nhn
vin V th hng trn mng thng r hn gi th trng t 10 - 25% nn thu ht ng
o ngi mua. Tuy nhin, cng ging nh ngoi th trng, cc shop trn ch mng
online cng mun hnh vn trng v gi c, cng c trng hp cng mt mt hng
ging nhau nhng mi ni li ra gi bn khc nhau, c khi chnh lch t 30-50.000
ng/sn phm.Bn hng qua mng c xem l mt hnh thc kinh doanh p ng nhu
cu mua sm ca nhiu khch hng trong thi bui hin nay, nht l i vi nhng b
ni tr bn rn vic nh, gii cng chc vn phng khng c nhiu thi gian rnh ri
n siu th hay cc ca hng thi trang Vi u im nhanh gn, th tc n gin,
giao hng tn ni (ch sau vi ngy t hng l c ngay sn phm cn mua sm) nn
c sc ht ln i vi nhiu ngi. Tuy nhin, im bt li ca mua hng qua mng l
khch hng khng th nhn thy hay kim tra c mn hng mnh chn trc khi t
lnh mua, hoc him khi c i hoc tr li sn phm nu khng ng .
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Tuy nhin, bo co cho bit mi ch c 5% s ngi dng Internet mua sm trc tuyn.
y l mt t l qu thp, v nn nh rng kho st c thc hin cc thnh ph ln,
v theo bo co th khu vc th c n mt na (49,8%) s ngi s dng
Internet trong thng trc.
Trong s nhng ngi mua hng qua mng, c n 90,8% thanh ton bng tin mt.
Ngoi thi quen mua bn kiu tin ti thc tht ca ngi Vit v vn an ton khi
thanh ton trc tuyn, theo ng Trn Vinh Nhung, Ph Gim c S Cng Thng
TP.HCM, ngi dng Vit Nam (c th l khu vc TP.HCM) vn cha yn tm vi cht
lng hng ha v dch v ca nh cung cp. y l iu cc doanh nghip hot ng
trong lnh vc TMT cn lu .
b. Thi quen ca ngi dn xa nay vn l tin trao cho mc.
Mc d c xem l c khi sc, nhng phng thc mua bn qua mng VN hin nay
vn chm v cn rt nhiu bt cp.
Ngi tiu dng VN vn cha c thi quen mua sm hng trn mng l cn ngi u
tin. Nhiu khch hng cho rng, nhn thy hng tn mt, chn la tn tay, tin trao,
cho mc vn yn tm hn l ch giao dch qua mng. Ngi tiu dng khng c th
trc sn phm, khng c thng lng v gi v vic thanh ton khng d dng li
cng cn tr vic mua sm qua mng.
c. Mt s cng ty lm cho con su lm ru ni canh
Thi gian qua, khng t trang web kinh doanh hng ho qua mng la o khch hng.
Kh nhiu khch hng mt tin nhng khng nhn c hng hoc hng khng nh ,
qu t, h hng, try xc m khng th i li c.
Tin dng v ph bin nhng khng t ngi mua hng qua mng b la, chuyn
tin tht ri nhn c hng gi! Thc t, nhiu trang web mua bn trn mng ca
Vit Nam ch mang tnh rao vt ch cha tht s l mua bn online theo ng ngha.
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Bi bn cnh nhng thng hiu c tn tui dng hnh thc bn hng trn mng l
nhm qung b, gii thiu sn phm, gi c khch hng t do la chn, nu thy ng
chn mua th tr tin qua ti khon ngn hng v nhn hng tn nh; cn li hu ht
nhng trang web bn hng khc, c ngi bn v ngi mua u khng h c mt s
rng buc hay kim sot no. Chnh v th, nn nguy c gp phi ri ro l khng th
trnh khi m thit hi th lun thuc v khch hng.
d. H thng php l nc ta cha cht ch qun l.
Hnh lang php l bo v ngi tiu dng mua hng qua mng cn cha y .
Vic kin tng mt mn hng khng bo m cht lng l rt kh, v cha c lut
c th. Vic mua, bn ch yu da vo lng tin nn khi khch hng bit mnh b la,
cng nh ngm ng, nut cay.
Thc t, hin nay, kh nhiu trang web ch l rao vt ch khng phi mua bn oline
ng ngha, khng c mt s rng buc, kim sot no gia ngi mua ln ngi
bn, v th t l ri ro khi mua hng rt cao. Ngi mua li phi chu thu ti hai ln
t nh cung ng sn phm v ti cc siu th trc tuyn.
e. Cht lng hng ha trn mng:
Do lng hng bn ra ti cc siu th trc tuyn cha cao nn nhiu DN tham gia ch
qung b cho knh bn hng truyn thng ca mnh, giao din cha thn thin,
cng c tm kim khng hiu qu, khng cp nht thng tin v sn phm, nn ngi
mua quay lng l phi.
Ngay c phng thc thanh ton vn cn theo kiu tin trao, cho mc, ch cha
c s lin kt gia ngn hng v n v bn hng. Ngi s dng th thanh ton quc
t qua internet cng phi cam kt vi cc ngn hng l hon ton chu mi ri ro khi
mua bn qua mng.
V. ng gp kin.
Mt s li khuyn khi mua hng qua mng:
1. Xc nhn thng tin sn phm:
- Kim tra k thng tin sn phm theo cc thng s m t.
- Tt nht nn vo website ca hng sn xut xc nh k hiu, nh, thng s
lin quan n sn phm. Ly m hoc tn sn phm tm kim thm thng tin
trn Google.com xc nh gi c ca mn hng.
- Kim tra nhng c im v hng ha nh kch c, mu sc, ph kin i km
sn phm.
2. Chc chn hiu r ton b thng tin trc khi mua hng.
Nu c vn no cha r, ngi mua cn lin lc vi ngi bn hi r mi vn
lin quan n sn phm v mua hng nh: Hng mi hay c, thi hn chuyn
tin, thi gian chuyn hng, thi gian hng n.
3. Xc nhn tng s tin phi tr.
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