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Trng H Cng nghip TP H Ch Minh

Khoa Qun tr Kinh doanh

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Bi tiu lun mn: Marketing cn bn


ti: Phn tch tm l khch hng Vit Nam khi mua
hng qua Internet. C c hi no cho cc doanh nghip
bn hng qu mng pht trin?

GVHD:

Nguyn Th Ngc Trm

MLHP:

210700507

TP H Ch Minh thng 09/2012

Trng H Cng nghip TP H Ch Minh


Khoa Qun tr Kinh doanh

----------

Bi tiu lun mn: Marketing cn bn


ti: Phn tch tm l khch hng Vit Nam khi mua
hng qua Internet. C c hi no cho cc doanh nghip
bn hng qu mng pht trin?
Nhm thc hin: Nhm ABC
1
2
3
4
5
6
7
8
9
10
11

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

TP H Ch Minh thng 09/2012

Marketing cn bn

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Nhn xt ca gio vin hng dn

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Marketing cn bn

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Mc Lc
A.

M U:.......................................................................................................... Error! Bookmark not defined.

I. Tnh cp thit ca ti ............................................................................................. 5


II. Mc ch, i tng,phm vi v phng php nghin cu................................... 5
B.

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.

Tin ch v ri ro: .................................................................................................................................... 8

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.

Nhng yu t c nhn: ........................................................................................................................... 16

4.

Tm l: .................................................................................................................................................... 16

5.

Tm l ca tng loi khch hng: ........................................................................................................ 19

III. C hi pht trin ca doanh nghip trong lnh vc bn hng qua mng ...... 21
1.

C hi ca cc doanh nghip: ............................................................................................................... 21

2.

Thch thc cho doanh nghip: ............................................................................................................. 25

IV. ng gp kin. ...................................................... Error! Bookmark not defined.


C.

KT LUN. ........................................................................................................................................................ 29

Marketing cn bn

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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.

Marketing cn bn

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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:

l mt s nt c th rt ra trong kt qu kho st v thi quen v c im mua sm


trc tuyn ca ngi tiu dng Vit Nam, do ng Xavier Depouilly Gim c pht
trin kinh doanh v dch v khch hng ca Kantar Media Vietnam - cng b ti Hi
tho quc t TMT Vit Nam 2010.
Kho st cho thy gii tr, tui t 15 - 24, l lc lng mua hng trc tuyn tch cc
nht. Chia theo tnh trng hn nhn, nhng ngi c thn c xu hng mua sm qua
mng cao hn so vi nhng ngi kt hn. V mt gii tnh, cho d trong tng nhm

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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.

Marketing cn bn

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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!

Tm l, hnh vi ca khch hng khi mua hng qua mng.


Nhng khch hng chn phng thc mua hng qua mng thng l gii vn phng vi
thi gian chnh trong ngy phi ngi ti bn lm vic vi m giy t chng cht, bn
cnh thi gian ngoi gi lm hn hp phn b cho vic chm sc gia nh v cc mi
quan h khin cho vic b ra hng ting ng h i xem v la chn mt mn hng
l rt kh khn.
Nhng nhn vin vn phng li c c hi tip cn thng xuyn vi internet, h c cc
kin thc c bn v vic s dng internet c th s dng mt cch hiu cc trang
web, cc cng c mua bn hng trc tuyn, t gip h tit kim thi gian i li v to
cm gic tin li thoi mi.
Bn cnh , thanh thiu nin v nhng ngi ni tr cng l nhng khch hng thng
xuyn la chn hnh thc mua bn hng qua mng. Mc sng ngy mt cao, cng ngh
th ngy cng hin i gip cho cuc sng con ngi ngy cng thoi mi, tin li hn
trong cc cng vic. Vic phi ri khi ngi nh m cng, ra ng i mt vi ting
n, nhim v nhng ti ro ngoi x hi ch i mua sm cng khin mt s ng
thanh thiu nin v cc b ni tr la chn mua hng qua mangj v tnh tin li nhanh
gn ca n.
Cc sn phm thng c ngi tiu dng chn mua qua mng thng l hng thi
trang, ha m phm, qu lu nim, cc mt hng in in t, in thoi v tnh a dng

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v sn phm , mu m cung nh d dng tm kim bng cc cng c tm kim nh


Google
Sau y l mt kt qu thm d khch hng do VietTrack thc hin vo thng
10/2011c thc hin:
S mu: n= 300; trong : H Ni = Nng = Tp H Ch Minh = 100.
Gii tnh: Nam, N.
Tng lp kinh t: ABCD.
Tui t 16-35.
Tn sut s dng Inetrnet t nht 3 ln/ tun v tng mua hng qua mng.
T y v sau, nhm xin s dng cc biu ca cuc iu tra ny minh ha.

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Nh vy cc mt hng c ngi tiu dng la chn mua qua mng rt phong ph vi


nhiu li mt hng khc nhau, c bit l nhng mt hng v thi trang v in my
Bn cnh s tin dng m mua hng qua Internet mang li th ngi tiu dng cng vn
phi n o khi la chn hnh thc mua bn ny .
u tin l tm l thch nhn tn mt, s tn tay sn phm cn mua dnh gi v
cht lng cng nh thm m, c bit l cc sn phm cng ngh cao m mt thc
t l mua bn online cha th p ng c iu ny.
Tm l s b la o, b h, mua phi sn phm km cht lng vn cn hin
hu trong tm l ngi tiu dng, bi v hnh thc thanh ton tn dng khng mang
tnh an ton cao, ng thi tnh cht Tin trao cho mc khng cn c t ln
hng u, to ra k h cho nhng k la o thc hin m mu xu.
Mt thc t na khin khch hng cha t nhiu nim vo mua bn online l
chnh sch hu mi khng cao, nhiu khi khng i c hng khi nhn, giao
hng chm tr
Mt v d: Va qua d lun xn xao v trang mua bn trc tuyn muaban24.vn thc hin
cc hnh vi la o rt nhiu ngi tiu dng trong c nc, phn ng l nhng ngi
nng dn thiu kin thc c bn v Internet cng lm mt i mt phn lng tin ca
ngi tiu dng vo cc hnh thc mua bn hng online

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III.

Cc nhn t nh hng n hnh vi mua hng qua mng.


Nhng c tnh ca ngi tiu dng chnh l cn c tip cn v phc v ngi tiu
dng hiu qu trong ngnh thng mi in t hay ni theo thut ng dn d l bn
hng qua mng.
1. Cc yu t vn ha
a) Nn vn ha:
Nn vn ha l yu t quyt nh c bn nht nhng mong mun v hnh vi bn hng
qua mng ca mt ngi. Mt a tr khi ln ln s tch lu c mt s nhng gi tr,
nhn thc, s thch v hnh vi thng qua gia nh ca n v nhng nh ch then cht
khc.Ly thc t trong gia nh, b m hoc nhng ngi thn khc tng l ngi
mua hng qua mng,c hiu bit v ngnh thng mi in t th chc chn con ci s
c truyn t nhng thng tin lin quan ngay t nh.iu cng c ngha l a
tr c tip xc, c c nhng nhn thc hay gi tr ca bn hng qua mng
t xc lp hnh vi mua hng qua mng ca mnh.
b) Nhnh vn ha:

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Mi nn vn ha u c nhng nhnh vn ha nh hn to nn nhng c im c th


hn v mc ha nhp vi x hi cho nhng thnh vin ca n. Cc nhnh vn ha
to nn nhng khc th trng quan trng, v nhng ngi lm Marketing online
thng thit k cc sn phm v chng trnh Marketing online theo cc nhu cu ca
chng. Hnh vi mua hng qua mng ca mt c nhn s chu nh hng ca nhng c
im nhnh vn ha ca c nhn .
c) Tng lp x hi:
Hu nh tt c cc x hi loi ngi u th hin r s phn tng x hi. S phn tng
ny i khi mang hnh thc, mt h thng ng cp theo nhng thnh vin thuc cc
ng cp khc nhau c nui nng v dy d m nhim nhng vai tr nht nh.
Cc tng lp x hi l nhng b phn tng i ng nht v bn vng trong x hi,
c xp theo th bc v gm nhng thnh vin c chung nhng gi tr, mi quan tm
v hnh vi.Nhng ngi c iu kin s c nhng mi quan tm v mt hng khc so
vi nhng ngi c hon cnh kh khn.C iu kin ng ngha vi vic h c tip
cn vi phng thc trao i bun bn qua mng sm hn,hiu bit v nm bt th
trng thng mi in t r rng v chi tit hn.H i hi cao hn v cht lng,
mu m v sn lng tr mt khon tin m nh sn xut a ra.Khng qun k n
nhng ngi thu nhp thp, a s h l nhng ngi tiu dng mua hng trc tip v
a tin trc tip.H t quan tm n cch mua hng qua mng m h cho l y ri ro
ny.Chnh v vy, s phn tng ny t nhiu cng nh hng n phng thc trao i,
bn hng qua mng.
d) Truyn thng mua hng:
Vit Nam l nc nng nghip. Do s lng ngi tiu dng tip xc vi mng
Internet cha phi l phong ph
Vn ho l nguyn nhn c bn, u tin dn dt hnh vi ca con ngi ni chung v
hnh vi tiu dng niring. chnh l vn ho tiu dng. Cch n mc, tiu dng, s
cm nhn gi tr ca hng ha, s th hinmnh thng qua tiu dng... u chu s chi
phi mnh m ca vn ha. Nhng con ngi c nn vn ho khc nhau th s c hnh
vi tiu dng khc nhau.
80% c dn nng thn hu ht u ng h, nhng chnh sch nng nghip - nng thn
cn nhiu bt cp nh hng ln n sc mua hng Vit Nam ca ngi dn...
V a s ngi dng Internet hin nay tp trung cc th, cho nn ngay thi im
hin ti, doanh nghip tham gia bn hng trc tuyn ch tp trung c vo phn khc
khch hng sinh sng ti cc th, c bit cc th ln nh TP HCM, H Ni. c
bit u tin nhm khch hng tr hng u. Theo nghin cu mi nht ca Yahoo! v
TNS, 80% ngi dng Internet ti Vit Nam c tui t 15 - 30. Nhm khch hng
ny va c nhu cu mua sm cao, va c nh hng ln n xu hng tiu dng ca
gii tr. Ngi Vit Nam vn c tm l thch mua hng trc tip ca hng, chhn
l mua hng trc tuyn, v phn ln h vn cha nhn ra c thun li cng nh hn
ch ca vic mua hng trc tuyn.
Trong cc gi tr vn ha,c th chia thnh 2 nhm: Tui tc v giai on trong i
sng gia nh, ngh nghip, tnh trng kinh t, li sng, c tnh.
Tui tc v giai on trong i sng gia nh:

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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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Nhu cu l mt thuc tnh tm l, l nhng iu m con ngi i hi tn ti v


pht trin. Ti bt k mt thi im nht nh no con ngi cng c nhiu nhu cu.
Mt s nhu cu c ngun gc sinh hc. Mt s nhu cu khc c ngun gc tm l. Ti
nhng thi im khc nhau, ngi ta li b thi thc bi nhng nhu cu khc nhau.
Con ngi s c gng tha mn trc ht l nhng nhu cu quan trng nht. Khi ngi
ta tho mn c mt nhu cu quan trng no th n s khng cn l ng c
hin thi na, v ngi ta li c gng tha mn nhu cu quan trng nht tip theo.
ng c ca ngi tiu dng c phn loi nh sau:
- Tch cc, tiu cc
- L tr, tnh cm
- Sinh l (bn nng), tm l (c nhn vi nhm/ x hi)
- Ni ti
- Ngoi lai
- Nhn thc c, cha nhn thc c
Cc loi ng c mua sm:
Thc dng
Hiu thng
Chy theo ci mi
Theo ui ci p
To s khc bit/ Ni bt
Ph trng/ Mua sn phm ni ting
Theo ui am m/ Th hiu ring
Chy theo tnh cm
Mua sn phm r
b. Tri gic
Mt ngi c ng c lun sn sng hnh ng. Vn ngi c ng c s hnh
ng nh th no trong thc t cn chu nh hng t s nhn thc ca ngi v
tnh hung lc . Nhn thc c nh ngha l "mt qu trnh thng qua c th
tuyn chn, t chc v gii thch thng tin to ra mt bc tranh c ngha v th gii
xung quanh". Nhn thc khng ch ph thuc vo nhng tc nhn vt l, m cn ph
thuc vo c mi quan h ca cc tc nhn vi mi trng xung quanh v nhng
iu kin bn trong c th .
Mc sng c nng cao, ngy cng nhiu ngi Vit c nhu cu mua sm sn phm
m bo cht lng, bn, p v gi r. T nhng vt dng nh nh que tm, si
ch; to hn cht l qun, o, dng sinh hot, hoa qu; ln hn na l in
t, xe my, t, nh ca - tt c nhng g hin din trong cuc sng u c rao
ln mng Internet. Cng chnh t nhu cu cuc sng, Internet bng dng tr thnh
knh mua bn ca rt nhiu ngi, phc v mi la tui, gia tng trong x hi. Tit
kim c rt nhiu chi ph v mt bng, nhn s, cc website rao vt phc v mua
- bn cng t y khu bit thnh nhng lnh vc ring nh chuyn in t, in
thoi - bt ng sn - t, xe my - sinh hot, ni trc bit xu hng mua cc
sn phm t nc ngoi bt u xut hin trong mt b phn ngi tiu dng, ch

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yu l dn vn phng. Tuy nhin, do gp ro cn v ngn ng, vn ha v cc th tc


hi quan, vn chuyn quc t nn mt thi gian di ngi tiu dng Vit Nam cha
tip cn c vi hng ha cc th trng khc trn th gii. Do vy, ngi tiu dng
thng c xu hng mua hng xch tay nh nh ngi thn nc ngoi mua gim,
mua hng tri ni trn cc din n hoc cc website rao vt,... Thng thng, nu
mua trn cc din n, website rao vt ngi mua phi chp nhn mc gi cao t
nhng ngi bn nh l, uy tn thp. Mt khc, nhiu loi hng ha xch tay tri ni
trn th trng khng r ngun gc xut x, khng c giy t hp php, gi c khng
chun v cao hn con ng chnh ngch, i khi ri ro ngi mua c th gp phi
nhng k la o trn mng l chuyn thng. Nu nh ngi thn t nc ngoi mua
h th cng phi c dp hoc ch chuyn hng v n Vit Nam cng kh mt thi
gian.Chnh v l do d hnh thnh mt thi quen mua sm mi trong mi ngi dn:
h tm n cc mng x hi mua nhng sn phm t mong mun ca mnh m tit
kim c rt nhiu thi gian. iu ny th hin qua vic c rt nhiu ngi tin tng
v tm n.
Vi rt nhiu ch em ph n, h cng c xu hng sm cho mnh nhng b cnh p,
c v khng b ng hng vi nhng ch em khc nhng chn la mt sn phm
nh vy Vit Nam khng phi d bi cc sn phm ca Vit Nam thng sn xut
hng lot cn mua trn cc din n thng gp nhiu hn ch do khng c s h tr,
dn n mua hng tri ni, khng m bo cht lng v ri ro lun thuc v ngi
mua.
Thc t cho thy nhu cu mua sm trc tip qua internet ca ngi Vit Nam
trn Internet kh ln, song nhng kh khn trong giao dch quc t li gy cn tr
khng nh. Ngi Vit vn cha c bnh ng khi mua bn ti sn TMT ln nht
th gii ny. Mun mua kh nng ti chnh chi tr, nhng v cng kh s hu
sn phm. Nhiu website TMT trong nc i tm li gii cho bi ton hc ba,
vn tn ti t rt lu. Khi hai nt tht thanh ton v ngoi ng dn c g b, cnh
ca bc vo th trng mua bn online quc t rng m vi ngi tiu dng Vit.
Tuy nhin mt tr ngi ln nht ca Thng mi in t l vn bo v ngi tiu
dng trc thng tin bt i xng khi ngi mua khng th thy tn mt, bt tn tay
hng ha trc khi mua, cng nh vic thanh ton in t cha ph bin ti Vit Nam.
Hai vn trn chnh l tr ngi ln nht i vi s nhn rng v pht trin ca
thng mi in t, thm ch mt thnh ph ln nht nh nc nh thnh ph H Ch
Minh. Mc d vy, s lng ngi s dng e-commerce vn ngy cng tng khng
nhng trong gii tr m cn trong mt b phn ngi dn khc.
c. Kin thc:
Khi ngi ta hnh ng h cng ng thi lnh hi c tri thc, tri thc m t nhng
thay i trong hnh vi ca c th bt ngun t kinh nghim. Hu ht hnh vi ca con
ngi u c lnh hi. Cc nh l lun v tri thc cho rng tri thc ca mt ngi
c to ra thng qua s tc ng qua li ca nhng thi thc, tc nhn kch thch,
nhng tm gng, nhng phn ng p li v s cng c.
d. Lng tin v thi :

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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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Ngi gi thng da nhiu vo kinh nghim c trc y. H thng u


thch nhng hng ho m h bit t ngy xa. H t c kh nng so snh mt
cch khch quan nhng hng ho vi hng ho v gi c hin nay.
- Vi nhng hng ho hin i, h kh nh mt cch c th, h chng qun
nhng ch dn ca ngi bn hng.
- H thng kh thch nghi vi nhng thay i v cch thc bn hng, cch trng
by, a im bn hng. H cn c s gip kp thi ca ngi bn hng
tm nhng hng ho cn mua.
- Ngi gi thng nh gi u th ca mn hng nghing v gi tr thc t ca
n, nh bn, tin dng, hn l hnh thc nh mu sc, hnh dng, mt.
- Ngi cao tui nh gi rt cao s tin li, thc dng ca hng ho v s phc
v tn tnh ca ngi bn hng. V vy trng by hng ho dng cho ngi cao
tui phi nhng ni tin li cho chn hng, phi ghi r gi c, phc v phi
chu o, th tc n gi, lm cho h cm thy mnh c chm sc.
d. Khch hng l tr em:
- Tr em ch v c n tng v ngi bn hng mnh m hn so vi ngi ln,
v vy trong c x vi chng cn gi ng chun mc o c m tr em vn
coi trng vi ngi ln.
- Tr em thch c ngi bn hng quan tm, nim n, i x vi n nh l
ngi ln.
- Ngi bn hng khng nn nn nng, vi vng khi tr cha ni ngay c
mun, c th v tnh rt r, e thn, cha quen vi vic mua bn.
- Tr em thng c tnh b m th cao, nn rt d nghe theo li khuyn ca ngi
bn hng.
- Tr em rt thch c khen l bit mua hng, bit chn hng, l m am ngoan
ngon.
- tui nhi ng, cc em hay nh ri li qun, nhng nn tui thiu nin tr nh
kh n nh. Nhng nt c o ca sn phm nh mc hng, nhn hng, kiu
dng sn phm, kh cc em nhn bit thng qua bn b, thng qua pht thanh,
truyn hnh, cc em rt kh qun. Bi vy vic nng cao mc ghi nh ca
cc em i vi hng ho, li cc em n tng su sc v hng ho ca mnh,
l vic lm c ngha su xa i vi cc doanh nghip kinh doanh, tiu th sn
phm.
e. Khch hng l ngi bnh tt m au:
- H rt nhy cm, d hng phn v bc bi, kh chu vi mi iu. Ngi bn
hng khng nn qu tm n nhng chuyn .
- H mun c phc v mt cch nhanh chng v chu o.
- Nhng ngi b au m lu ngy hay b khuyt tt thn th thng c thi
mc cm vi mi ngi, v vy ngi bn hng khng nn ch qu l liu ti
nhng khuyt tt ca h, m cn gip h mt cch t nh kho lo trong cng
vic mua bn, bao gi, vn chuyn hng ho. Trnh nhng hnh vi c th gi
nn tm l mc cm h.
-

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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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quan h i tc vi Ch in T, mt website mua sm trc tuyn ca VN khai thc


th trng TMT trn phm vi quc t.

Theo mt kho st ca Trung tm Internet VN, ti VN hin c khong 18 triu ngi s


dng internet thng xuyn, chim trn 21% dn s, v th, ch cn ngi ti ch, nhp
chut l c th chn la tha thch cc mt hng, chuyn tin v c giao hng tn ni,
tit kim c thi gian, cng sc v c tin bc.
Trong khi , theo kho st ca cc cng ty nghin cu th trng VN th hin nay,
c khong 70% cng ty kinh doanh c bn hng qua in thoi v internet, trong c
n 40%-50% DN tham gia mua bn hng qua mng trc tip hay thng qua nhng
website TMT c uy tn. Cc mt hng c bn trc tuyn cng rt a dng: hng in
t, tiu dng, xe, nguyn vt liu, v my bay, tour du lch, sch, a nhc... Khch hng
chn mua hng qua mng hin nay ch yu l gii doanh nhn, nhn vin vn phng,
ng nht l gii tr.
ng Nguyn ng Thnh, ch mt DN may qun 1, TPHCM, cho bit ng thng
xuyn mua v my bay qua mng ca Pacific Airlines (nay l Jetstar Pacific) v mt s
mt hng in t ca siu th trc tuyn Ch in T. Mua trn mng khng ch tit
kim thi gian, chi ph m nhiu khi chn c nhng mt hng rt ng - ng ni.
Theo mt cng b mi y ca hng hng khng gi r Jetstar Pacific th d kin doanh
s v bn qua mng chim trn di 50% trong nm nay. Cng nh phng thc bn v

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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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2. Thch thc cho doanh nghip:


a. Thng mi in t cha pht trin:
Ngi Vit thng c thi quen tn dng Internet cng s lt web, nhng theo
kho st ca Kantar, lng truy cp Internet vo Th 7, Ch nht khng t hn so vi
ngy thng l bao nhiu, v thi gian c s dng truy cp Internet nhiu nht
trong ngy li vo khong t 19 - 22 gi ch khng phi vo ban ngy. iu ny cho
thy ng truyn bng thng rng ko n tng h gia nh pht trin nhanh thi gian
gn y ang h tr tch cc cho ngi dng gia nh kt ni Internet. y c coi l
tin tt cho vic mua sm ti gia pht trin trong thi gian ti. Bn cnh , c l cc
dch v Internet cng gp phn lm tng lng ngi online trong ngy ngh, gi ngh.
Thc t s thu bao Internet bng thng rng cha phi l cao (trn 3,5 triu thu bao,
theo s liu thng k c n thng 10/2010 ca VNNIC), nhng theo bo co, c nhiu
cch doanh nghip tip cn ngi mua hng trc tuyn. Kho st cho thy in nh
v bo ch l 2 knh c tc ng rt ln n ngi mua hng trc tuyn. Ngi mua
hng trc tuyn thng xem TV trn 4 gi mi ngy, trong khi h ch dng trn 1 gi
cho vic truy cp Internet.
Cc mng truyn hnh cp ang pht huy hiu qu trong vic a hnh nh sn phm,
dch v ca nh cung cp ti tn phng ng ca cc gia nh thnh ph. Nhng khu
vc rng ln y tim nng nng thn th vn cha vi ti c. y l ni bo
ch, radio v Internet pht huy th mnh.
Kho st ca Kanta nh gi cao tim nng pht trin TMT Vit Nam cn c trn t
l 27% dn s truy cp Internet do Trung tm Internet Vit Nam (VNNIC) cng b ti
thi im kho st. Theo thng bo mi nht ca VNNIC, tnh n thng 10/2010, s
ngi s dng Internet Vit Nam t con s 26 triu, chim hn 30% tng s gn
90 triu dn ca c nc.

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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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Hu ht cc thng tin v gi c hng ha trn cc trang rao vt (tr cc trang web


c tch hp cng c thanh ton trc tuyn) u cha bao gm tin vn chuyn, do
vy khi mua hng cn phi lm r ton b s tin phi tr.
4. Xc nhn cc iu kin bo hnh hoc tr li hng.
Nn xc nhn chnh xc cc iu kin i, tr li khi hng ha c li. Hy n t
hng c mt ph khng? Ph tn bao nhiu? Thi hn cho php i, tr?...
5. Xc nhn phng thc thanh ton.
VN c 4 hnh thc thanh ton ch yu l nhn hng v tr bng tin mt,
chuyn khon qua ngn hng ri nhn hng, nhn hng ri tr vo th tn dng hoc
thanh ton qua cc cng c thanh ton trc tuyn trung gian.
6. In lu li mn hnh xc nhn cui cng khi t hng v ha n mua hng.
Lu li mn hnh cui ca mn hng v ha n mua hng pht sinh (i vi cc
trang c thanh ton trc tuyn) trnh nhng tranh chp pht sinh sau ny.
7. Xem xt k khi nhn sn phm gi n.
Khi nhn hng nn kim tra k, sn phm c cn nguyn trong hp hay khng, c
ng m t, sn phm c b try xc hay khng, hng cn chy tt, phiu bo hnh
v ha n i km?
8. Gi li ha n mua hng.
Nn gi ha n sau khi mua hng. Trong trng hp hng c vn , y l cn c
hon tr, bo hnh.
thng mi in t ca Vit Nam ngy cng pht trin, nhm xin xut mt s
kin nh sau:
V pha daonh nghip:
Tng cng ph cp Internet, a Internet n c vi tt c ngi dn,
trang b cho h nhng kin thc c bn v Internet. C nh vy Thng Mi
in t mi c th pht trin v Internet l nn tng quan trng nht.
a cht lng sn phm ln hng u, a dng mt hng, sn phm.. nh
vy s to ra mt thng hiu uy tn c cht lng trong tm thc ngi tiu
dng. Lun t phng chm khch hng l thng ln hng u, coi
khch hng lm tm im ca mi chnh sch kinh doanh.
Pht trin, cp nht nhng cng ngh mi nht v Cng ngh thng tin trong
Thng Mi in t nhm mc ch tng cng ti a s tin li, nhanh gn
khi khch hng mua hng qua mng, m bo bo mt, an ninh mng, bo v
khch hng khi nhng hnh thc ti phm Internet ang bng n trong bi
cnh hin nay.
C knh phn phi rng khp nhm p ng c yu cu: mi khch hng
u c th tip cn v s dng dch v, khch hng khng cn b hn ch v
mt a l ,a hng n tn tay khch hng vi nhng chnh sch hu i
hp dn nht. Khch hng lun l i tng thch c chiu chung, chnh
v th chnh sch hu i lun lun l phn khng th thiu trong bt c lnh
vc kinh doanh no.
Tng cng sc mnh h thng Ngn Hng, t chc tn dng Vit Nam nh
vy s m bo an ton, nhanh gn, tin li khi giao dch.

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V pha ngi tiu dng:


Trang b cho mnh nhng kin thc c bn t bo v trc nhng nguy c
khi mua hng qua mng.
V pha nh nc:
Nh nc cn phi xy dng khung php l r rng bo v ngi tiu dng
khi mua hng qua Internet, bo v li ch hp php cho cc doanh nghip
hot ng trong lnh vc ny. C nh vy c ngi bn v ngi mua mi an
tm.
Mun Thng mi in t Vit Nam pht trin cn phi c n lc ca c
ngi tiu dng, doanh nghip v nh nc th mi c th khai thc ht ngun
lc cho s nghip pht trin.
C. KT LUN.
Hin nay th vic mua bn hng qua mng cng tr nn ph bin Vit Nam, khng
ch vi doanh nhn m tt c mi ngi ai cng c th kinh doanh bn hng trc tuyn.
nu ai c nim am m cao th vic bn hng qua mng l iu kin tt nht kim
tin nhanh chng, khng mt thi gian m kim c tin tht hp dn, cng l l
do mi ngi x vic bn hng qua mng. Mt khc, nhng khch hng khi mua
hng qua mng c th tit kim c chi ph di chuyn v tin li hn trong vic mua
hng vi mc gi u i. Bn cnh , ngi mua hng c th gp nhiu kh khn
trong vic mua hng nh b la o, hng khng ng cht lng... v nhiu kh khn
khc.
Gii php khc phc nhng kh khn khi mua hng qua mng:
- Doanh nghip cn to c nim tin cho khch hng khi s dng sn phm qua
truyn thng x hi, u tin gii thiu sn phm, ri a h tip cn vi sn phm ca
mnh, to s tin tng v cht lng
- Doanh nghip cn c cc kha o to nhn lc c th tip cn, thc hin phng
thc ny sao c hiu qu.
- to c hiu qu cho vic truyn thng doanh nghip nn a ra cc chin lc
thu ht lng ngi tham gia v bit n sn phm ( v d nh l a ra cc cuc
thi trn mng x hi, qua gii thiu sn phm, bi sc lan truyn ca mng x hi l
rt
ln)
- to lp cc fanpage trn mng x hi 1 cch kho lo c th a vi t l 1:1 cc
thng tin gii tr, kt ni cng ng..:gii thiu sn phm - thng th trn mng x
hi, ngi ta chia s thng tin nhiu vi bn b quen bit l chnh, li dng im
cc doanh nghip c th gii thiu sn phm v a ra cc gi sn phm s dng
khuyn mi vi s lng ng mua nhiu, khi h s chia s vi bn b, to phn ng
dy chuyn, nhiu ngi bit n sn phm hn, ng thi cng qung b k thng
hiu ca mnh khi nhiu ng tin tng, tm c cc khch hng tim nng, thu ht
c phn hi khch hng....

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