NGHIN CU MARKETING-MR05

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Nghin cu Marketing
BO CO KT QU NGHIN CU
ti:
NH GI MC NHN BIT THNG HIU IN THOI NOKIA I VI
KHCH HNG L GII TR TRN A BN THNH PH NNG

Gio vin hng dn:

ThS. Trng Trn Trm Anh

Nhm

WIN (Nhm 11)

Danh sch nhm

Thi gian np bi

1.

Th T Mn-35k01.1 * (NT)

2.

Trnh Th Tun Trinh-35k01.1

3.

Phan Th Kim Phng-36k12.1

4.

Phan Th Kim Thy-37H10K8.1-A

5.

Nguyn Vit Thanh-37H11K8.1-B

6.

Trn Phc V-37H10K8.1-A

: 16/4/2012

PH LC
A. XC NH VN NGHIN CU.................................................................................... 4
I.L do chn ti.......................................................................................................................... 4

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II.Tnh hung qun tr..................................................................................................................... 5

1. Gii thiu v thng hiu Nokia............................................................................................. 5
2. Bi cnh ca vn quan tm................................................................................................ 5
3. Vn qun tr....................................................................................................................... 6
III. C s l lun.............................................................................................................................. 7
1. Mt s khi nim.................................................................................................................... 7
1.1 Thng hiu...................................................................... Error: Reference source not found
1.2 Cc thnh phn ca thng hiu....................................... Error: Reference source not found
1.3 Tm quan trng ca thng hiu...................................... Error: Reference source not found
1.4 Ti sao doanh nghip t thng hiu cho sn phm............................................................9
1.5 Gi tr thng hiu.............................................................................................................. 10
1.6 S nhn bit thng hiu.................................................................................................... 11
IV.Mc tiu nghin cu............................................................... Error: Reference source not found
1. Mc tiu chung..................................................................................................................... 12
2. Mc tiu c th..................................................................................................................... 12
3. Cu hi nghin cu............................................................. Error: Reference source not found
4. i tng nghin cu......................................................... Error: Reference source not found
5. Phm vi nghin cu ........................................................... Error: Reference source not found
B. THIT K NGHIN CU.................................................... Error: Reference source not found
1. Cch tip cn nghin cu.................................................... Error: Reference source not found
2. Phng php chn mu v quy m mu.............................Error: Reference source not found
3. o lng v thang o.......................................................... Error: Reference source not found
4. Phng php thu thp d liu............................................. Error: Reference source not found
5. c tnh chi ph v thi gian thc hin...............................Error: Reference source not found
6. Cng c thu thp d liu....................................................................................................... 17
C. THC HIN NGHIN CU.................................................................................................
I. Phn tch d liu...................................................................................................................... 21
II. Nhng xut cho nh qun tr.............................................................................................21
III. Nhng hn ch ca nghin cu.............................................................................................
D. TI LIU THAM KHO......................................................................................................

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A. XC NH VN NGHIN CU
I.
L do chn ti
Kinh t ngy cng pht trin, mc sng ngy cng cao cng vi nhng tin b vt bc
v cng ngh, t nhu cu ca con ngi cng ngy cng c nng ln. Hin nay, a phn
ngi tiu dng lun mong mun s hu mt chic TD cao cp, c v tnh nng ln kiu
dng. V c khng t ngi xem vic trang b cho mnh mt chic TD cao cp l mt trong
nhng cch th hin mnh c bit l i vi gii tr. Cc bn tr vi tro lu s dng TD
khng ch n thun l nghe, gi v nhn tin m quan trng ht l hng n nhng tin ch
khc nh quay hnh, nghe nhc,chi game, lt web,mt cch tha mn s yu thch, khng
nh bn thn v c bit cng vi s pht trin cc dch v mng internet nh 3G em n cho
gii tr nhiu khuynh hng la chon mi. Vy cc doanh nghip phi lm g c th gia tng
n tng tt p v thng hiu v tm c mt ch ng vng chc trong lng khch hng
trong mt th trng c qu nhiu i th cnh tranh mnh nh th? Thng hiu nh l mt

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yu t quyt nh sng cn ca cc doanh nghip. V vy vic gia tng s nhn bit thng hiu
ca ngi tiu dng i vi cc doanh nghip hin nay c bit c quan tm.
Khi cp n vn thng hiu chc chn ta s ngh ngay n cc thng hiu n
tng hin nay trn th trng nh Nokia, Samsung, IPhone-Apple v BlackBerry
Ni ti Apple, a s chng ta u ngh n iPhone cao cp, mu smartphone thn tng cho
khch hng yu thch thi trang, cng ngh v nhu cu chng t bn thn. Cn Nokia th sao?
Ti Vit Nam c mt giai on m c nhc n xe my, ngi ta s ngh ngay n
Honda. V Nokia cng s hu s ni ting tng t: ngh n in thoi di ng l ngh ngay
n Nokia, c th ni dng nh tr thnh thng hiu hng mnh nht. Tuy nhin khng
dng li y, cng ty lun phi nhn mnh, ch trng chin lc xy dng thng hiu nhm
mang li thnh cng hin ti v tng lai. V vic nghin cu mc nhn thc thng hiu
Nokia ca ngi tiu dng m c th hn trong gii tr ngy nay tr nn quan trng hn bao gi
ht gp phn xy dng mt chin lc thng hiu ng n v nh hng cho nhng hot
ng qung co, tip th,ca Nokia, ng thi xc nh v tr ca Nokia trong tm tr khch
hng, khi hin nay mt lot cc nhn hiu in thoi ca cc hng khc l nhng i th cnh
tranh c tn tui ra i ngy cng dnh c nhiu s thu ht v a thch ca gii tr. V vy
nhm la chon thc hin ti nh gi mc nhn bit thng hiu in thoi Nokia
i vi khch hng l gii tr trn a bn thnh ph Nng
II. Tnh hung qun tr
1. Gii thiu v thng hiu Nokia
Nokia Corporation l mt cng ty a quc gia c tr s ti Keilaniemi, Espoo, mt thnh
ph lng ging ca th Helsinki, Phn Lan. Nokia tp trung vo cc sn phm vin thng
khng dy v c nh, y l cng ty hng u th gii v in thoi di ng, dn u xu hng
thay i v tng trng trong lnh vc Internet v truyn thng.[1]
Nokia ln u tin n Vit Nam vo nm 1996, gip cho hng triu ngi Vit Nam
kt ni vi cng ngh mng v thit b di ng. Vi s ln mnh khng ngng ti th trng
Vit nam, Nokia v ang thc hin nhiu d n u t mang tm chin lc lu di in hnh
bng vic trin khai trung tm gii thiu v bn in thoi Nokia chnh hng u tin Vit
Nam theo m hnh Evolution, m hnh hin i nht ca Nokia. Hin ti, Nokia ang thc hin

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k hoch xy dng nh my sn xut in thoi di ng Vit Nam ti tnh Bc Ninh, d n s

c khi cng vo u qu 3/2011 nh my bt u i vo sn xut t qu 1/2012 v s t
cng sut ti a vo qu 2/2014[2]
2. Bi cnh ca vn quan tm[3]
Th trng in thai di ng hin nay gn nh tng ng nhau v gi c v cht lng.
Yu cu chin lc kinh doanh ca cc cng ty l ch yu hng vo vic to ra s khc bit
trong tm tr ngi tiu dng trong c bit nhn mnh n nng cao uy tn cht lng sn
phm v n tng thng hiu. Mt chin lc hon ho phi c xy dng trn mt h thng
thng tin hon chnh, bao gm: li ch m thng hiu ca bn cung cp; khch hng nhn thc
v thng hiu ca bn nh th no, ng c thc y v s quyt nh ca khch hng, nh
hng ca thng hiu dn u th trng. V dng nh ngi ta cn cho rng cho n by
gi, phi chng b quyt duy nht v n gin nht xy dng thng hiu thnh cng, i n
xy dng thng hiu mnh, thm ch thng hiu dn u l tc ng n nhn thc ca khch
hng nh th no v cng ty hoc v sn phm yu cu phi nghin cu mc nhn bit i
vi thng hiu ca cng ty.
Nhn din thng hiu gip cho vic nh hng cc hot ng truyn thng tip th. Gia
tng nhn bit thng hiu l mc tiu cn bn ca cc hot ng truyn thng tip th, iu
ny c th thc hin qua rt nhiu loi hnh khc nhau nh qung co, PR, truyn ming. Gia
tng nhn bit thng hiu s thc y bn hng v to sc mnh thng hiu. Tm li, vic
thc hin nh gi mc nhn din thng hiu c ngha quan trng trong vic tin hnh
xy dng cc chin lc thng hiu gp phn nng cao kh nng cnh tranh ca doanh nghip
ng thi nh hng cho cc hot ng truyn thng, tip th
3.

Vn qun tr
a. C hi
Nokia l mt trong nhng hng in thoi ln v c thng hiu trn th trng
trong v ngoi nc.
Nokia tr thnh nh cung cp in thoi quen thuc vi ngi dn Vit Nam
ni chung v TP Nng ni ring.

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Nh sm xm nhp vo th trng Vit Nam t nhng ngy u tin m n tng

ca Nokia trong mt ngi tiu dng v cng tt. Chc hn khng ai trong th h
7x, 8x c th qun c hnh nh p ca Nokia 3310, b N-Gage chi game
cc nh, tin smartphone Nokia 9300, 9300i, v c bit nht phi k n Nokia
N95.[4]
Nokia cng trit l kinh doanh cht lng sn phm l tt c

[4]

khng ngng

gii thiu nhng sn phm hon ho v mi mt, t cao cp cho n bnh dn,
tha mn mi nhu cu khi cn chn mua mt ch d. S lng linh kin thay
th phong ph cng tr thnh yu t khin ngi dng ngy cng a chung sn
phm Nokia. Nhng cm nhn tt p khc su trong tm tr khch hng, cho n
hin nay cng khng h thay i.
Thun li ln nht i vi cc nh sn xut in thoi chnh l vic mun
khng nh bn thn ca gii tr ngy nay thng qua vic s hu mt chic in
thoi cao cp, ca mt thng hiu ni ting
b. Kh khn
C nhiu i th ln cng cnh tranh trn lnh vc ny k c trong nc v ngoi
nc nh: Apple, Black-Berry, Samsung, Q-MobileThi gian gn y, cc hng
cho ra i mt lot cc dng in thoi mi m ngy cng dnh c nhiu s thu
ht v a thch ca gii tr.
Sn phm ca mi hng khc nhau u rt a dng v phong ph, vi nhng tnh
nng ni tri ring bit.
Nokia ang ngy cng b ln t bi cc i th cnh tranh mnh trn th trng
nh: Samsung, Apple, Black-BerryTheo s liu mi nht ca hng ti chnh
Nomura th Samsung s tr thnh nh sn xut smartphone ln nht th gii trong
qu 3/2011, chnh thc cp ngi ca hng in thoi Phn Lan Nokia vn
thng tr th trng ny k t nm 1996 [5]
T nhng c hi v thch thc , nhm a ra cu hi qun tr:

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Mc nhn bit ca khch hng l gii tr trn a bn TP Nng v thng hiu Nokia
so vi cc hng khc trn th trng l nh th no? V iu c nh hng n hnh vi mua
sm ca h khng?
III. C S L LUN
1. C s l thuyt
1.1 Mt s khi nim
1.1.1 Thng hiu [6]
Theo Philip Kotler v Gary Armstrong, thng hiu c nh ngha l:
Tn, thut ng, k hiu hoc kt hp tt c cc yu t ny, gip nhn bit nh sn xut hay
ngi bn ca sn phm hoc dch v.
Di gc nhn ca ngi s hu, thng hiu gip phn bit sn phm/dch v vi i
th cnh tranh. V pha ngi tiu dng, h c th yn tm khi mua c sn phm nh mong
mun. Nh vo danh ting, thng hiu khng nh ng cp v cht lng, tin cy v
bn.
1.1.2 Cc thnh phn ca thng hiu [7]
Mt thng hiu c cu thnh bi hai phn:
Phn pht m c: l nhng yu t c th c c, tc ng vo thnh gic ca ngi
nghe nh tn cng ty, tn sn phm, cu khu hiu, on nhc ht c trng v cc yu t
pht m c khc.
Phn khng pht m c: l nhng yu t khng c c m ch c th cm nhn c
bng th gic nh hnh v, biu tng, mu sc, kiu dng thit k, bao b v cc yu t nhn
bit khc.
i vi thng hiu Nokia
- Nhng yu t c th c c:
Tn cng ty: Nokia
Slogan: Conectting people
on nhc chung quen thuc m cng ty c bo h
- Nhng yu t khng c c:

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Logo:
ng hnh vi thng hiu Nokia l nhng ch d c ngi tiu dng Vit
Nam gi vui l cc gch vi tnh nng bn v tui th pin cao rt c a
chung. y cng mt trong s nhng dng sn phm thnh cng ca Nokia
Vic u tin trong qu trnh to dng thng hiu l la chn v thit k cho sn phm hoc
dch v mt tn gi, logo, biu tng, mu sc, kiu dng thit k, bao b v cc yu t phn bit
khc trn c s phn tch thuc tnh ca cc sn phm, th hiu v hnh vi tiu dng ca khch
hng mc tiu v cc yu t khc nh php lut, vn ha, tn ngng .v.v
1.1.3 Tm quan trng ca thng hiu [8]
Vai tr ca thng hiu quan trng i vi c khch hng v bn thn cc cng ty c
th hin trn nhiu kha cnh. Thng hiu gip cho khch hng v cng ty c c cc li ch
sau:
- i vi khch hng: Xc nh ngun gc xut x ca sn phm, gim thiu ri ro trong tiu
dng, tit kim chi ph tm kim, khng nh gi tr bn thn, yn tm v cht lng. Thng
hiu c th lm thay i nhn thc v kinh nghim ca khch hng v cc sn phm. lm cho
sinh hot hng ngy cng nh cuc sng ca h tr nn thun tin v phong ph hn.
i vi khch hng ca Nokia, h hon ton c th tin tng vo cht lng sn phm
ca hng v c trng ca in thoi Nokia l bn, iu ny gip khch hng gim thiu ri
ro, tit kim c mt khon chi ph.
- i vi nh sn xut: Cng c nhn din v khc bit ha sn phm, l phng tin bo v
hp php cc li th v c im ring ca sn phm, khng nh ng cp cht lng trc
khch hng, a sn phm n su vo tm tr khch hng, ngun gc ca li th cnh tranh,
ngun gc ca li nhun. Thng hiu c coi l mt ti sn c gi tr rt ln, bi n c kh
nng tc ng n thi v hnh vi ca ngi tiu dng.

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1.1.4 Ti sao doanh nghip t thng hiu cho sn phm? [8]

L do chnh ca vic t thng hiu cho sn phm l phn bit vi cc sn phm ca
i th cnh tranh. Qua thi gian, ngi tiu dng c th da vo thng hiu bit c
khng ch gi tr ca mt sn phm m c danh ting ca n. Nu ngi tiu dng thch nhng
g thng hiu th hin v h tng mua n trc y, c kh nng rt cao h s chn nhng
thng hiu mnh thch hn sn phm ca i th cnh tranh. Trn thc t, trong ln mua u
tin, khch hng s chn thng hiu c danh ting tt hoc c bn b hay ngi sao ni
ting gii thiu. Thng hiu cng khin ngi tiu dng t k vng vo sn phm. Khi c
tri nghim cht lng sn phm nh mun, h cng mong cc sn phm mi cng thng
hiu cng c cht lng tng t.
Khi ngi tiu dng v doanh nghip hnh thnh thi quen mua nhng thng hiu no
, h s t ng mua chng mt ln na. iu ny gip tit kim ng k thi gian v chi ph
qung b bn hng trong tng lai v gip xy dng lng trung thnh vi thng hiu. Theo
Philip Kotler, Trong marketing, lng trung thnh vi thng hiu nm chnh cam kt tip tc
mua hoc s dng thng hiu t khch hng v c th hin bng vic h vn mua i mua
li 1 sn phm/dch v hay cc hnh vi tch cc khc nh ni tt cho thng hiu. Mt thng
hiu thng tri qua nhng giai on ni tip to dng lng trung thnh ni khch hng. Mc
trung thnh cng cao th gi tr v doanh thu t thng hiu cng nhiu.
1.1.5 Gi tr thng hiu[9]
Gi tr thng hiu c hiu l nhng gi tr c th m thng hiu mang li cho
nhng i tng lin quan (bn thn doanh nghip, khch hng, c ng, nhn vin). Khi ni
v gi tr thng hiu th chng ta li quan tm n hai kha cnh. Th nht, gi tr cm nhn l
nhng cm xc, tnh cm ca ngi tiu dng i vi thng hiu. Th hai, gi tr ti chnh l
hnh vi ca ngi tiu dng - h chn dng thng hiu ca doanh nghip hay l nhng i th
cnh tranh.
Gi tr thng hiu gm 5 thnh t chnh l: s nhn bit thng hiu, cht lng cm
nhn vt tri, s lin tng thng hiu, s trung thnh thng hiu, cc yu t gi tr thng

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hiu khc. Vic to dng c nhng gi tr ny l c mt qu trnh, i hi s u t v quyt

tm ca doanh nghip.

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Hnh v tm tt 5 thnh t chnh ca gi tr thng hiu:

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1.1.6 S nhn bit thng hiu [10]

Nhn bit thng hiu l kh nng m mt khch hng tim nng c th nhn bit hoc
gi nh n mt thng hiu, l giai on u tin trong tin trnh mua sm v l mt tiu ch
quan trng o lng sc mnh ca thng hiu. Mt thng hiu cng ni ting th cng d
c khch hng la chn
Ngi mua thng la chn thng hiu m mnh bit bi v h cm thy c an
ton v thoi mi hn. V theo l thng th mt thng hiu c nhiu ngi bit n s ng
tin cy hn v cht lng s tt hn. S nhn bit thng hiu s rt quan trng i vi cc mt
hng tiu dng, khi m mi khi mua hng ha th ngi ta thng hoch nh thng hiu t
trc.
S nhn bit thng hiu c to ra t cc chng trnh truyn thng nh qung co,
quan h cng ng, khuyn mi, bn hng c nhn hay ti ni trng by sn phm. Mc nhn
bit thng hiu c th chia ra lm 3 cp khc nhau. Cp cao nht chnh l thng hiu
c nhn bit u tin (Top of mind). Cp k tip l khng nhc m nh (spontaneous). Cp
thp nht l nhc nh (Promt). Khi cng gp 3 cp nhn bit thng hiu th ta s l
tng s nhn bit nhn hiu.
IV.MC TIU NGHIN CU
1. Mc tiu chung
- o lng mc nhn bit ca gii tr i vi thng hiu in thoi Nokia trn a bn
TP Nng
- Tm hiu cc yu t tc ng n s nhn bit thng hiu ca khch hng.
2. Mc tiu c th
- Gp phn h thng ho c s l lun v thc tin v thng hiu, nhn bit ca khch
hng i vi thng hiu
- nh gi thc trng nhn bit ca gii tr i vi thng hiu in thoi Nokia trn a
bn TP Nng hin nay.
3. Cu hi nghin cu
Khch hng c bit n thng hiu Nokia khng?
Nokia c mt v tr nh th no trong tm tr ca khch hng ( c bit l gii tr)?
Gii tr la chn sn phm ca Nokia l do yu t no?

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Thng hiu Nokia c ph bin v ni ting i vi gii tr khng?

Khch hng da vo nhng du hiu, c im no nhn bit thng hiu Nokia?
Khch hng bit n thng hiu Nokia ch yu t ngun thng tin no?
C hay khng s khc bit v mc nhn bit gia nhm khch hng l gii tr m a
phn l sinh vin trong tui 18-24 vi nhm gii tr ch yu l ngi i lm: 25-28

tui?
C hay khng s khc bit v mc thng xuyn gii thiu gia nhm khch hng l
gii tr m a phn l sinh vin trong tui 18-24 vi nhm gii tr ch yu l ngi i
lm: 25-28 tui?
C tn ti mi lin h gia nhm tui vi mc bit n thng hiu Nokia khng?
C tn ti mi quan h gia mc bit n v d nh s dng thng hiu in thoi

g trong tng lai?

4. i tng nghin cu
-

Tp trung nghin cu i tng l gii tr-khch hng c nhn ti thnh ph Nng

ang v s s dng in thoi Nokia

Phn khc khch hng m nhm hng n l gii tr trong tui t 18-28 tui, c
chia thnh 2 nhm l:
18-24: gm hu ht l sinh vin v ngi i hc
25-28: gm ch yu l ngi i lm

5. Phm vi nghin cu
Cc ca hng bn in thoi di ng trn a bn TP Nng nh: Th gii di ng, Quc
Hng, siu th BigC
B. THIT K NGHIN CU
1. Cch tip cn nghin cu
- Nghin cu thm d: thng qua vic thc hin tho lun nhm mc tiu nhm xc nh vn
nghin cu, gip cho vic xc nh cu hi qun tr t a ra nhng mc tiu nghin
-

cu
Nghin cu m t: nhm tp trung m t c im ca vn nghin cu, c th y l xc
nh mc nhn bit ca khch hng i vi thng hiu Nokia thng qua vic thc hin

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cc cng c thu thp thng tin s cp t phng vn trc tip cc c nhn l khch hng v
kho st, thu thp thng tin, kin ca khch hng bng bng cu hi.
2. Phng php chn mu v quy m mu
Chn mu phi xc sut, c th l chn mu thun tin ( tin hnh iu tra i vi nhng
khch hng n mua, sa cha in thoi ti cc ca hng trn a bn TP Nng). Ta tin
hnh phng vn cc khch hng n ca hng ti mt thi im no , nh vy s c rt
nhiu khch hng do khng n ca hng in thoi ti thi im nn s khng c kh

nng c chn.
Quy m chn mu : nhm tin hnh kho st trn mt mu iu tra vi 200 khch hng trong
tui t 18-24 v 25-28, tng th ly mu l tt c khch hng trn a bn TP Nng.
Do iu kin v ngun lc con ngi, thi gian cng nh ti chnh cn hn ch, do nhm

khng th thc hin nghin cu vi quy m mu ln hn.

3. o lng v thang o
Cu 1: Nhm phn loi khch hng theo tui

S dng thang o nh danh.

Cu 2: Nhm nm c thng tin v thng hiu in thoi m p vin ang s dng

S dng thang o nh danh

Cu 3: Nhm nm c thng hiu m p vin d nh s la chn trong tng lai

S dng thang o nh danh

Cu 4: Nhm thu c nhng nh gi ca p vin v tm quan trng ca cc yu t ca

mt chic in thoi bng cch cho im tng yu t, t 1 l rt quan trng n 5 l rt
khng quan trng

S dng thang o khong.

Cu 5: Nhm nm c mc hiu bit ca p vin v cc hng in thoi theo th t

t 1 l bit n nhiu nht n 5 l t bit n nht

S dng thang o th t
Cu 6: Nhm bit c khi ni n thng hiu Nokia th du hiu no gy c n tng
nht vi khch hng

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S dng thang o nh danh

Cu 7: Nhm nm c thng tin v nhng du hiu ni bt ca Nokia m khch hng c

th nhn bit, phn bit vi cc thng hiu khc

S dng thang o nh danh

Cu 8: Nhm bit thm thng tin v mc hiu bit ca khch hng v slogan ca hng
Nokia

S dng thang o nh danh

Cu 9: Cc ngun thng tin m khch hng tip cn bit n thng hiu Nokia

S dng thang o biu danh

Cu 10: Nhm thu c nhng nh gi t khch hng v s ph bin v ni ting ca

thng hiu Nokia

S dng thang o khong

Cu 11: Nhm bit c mc thng xuyn gii thiu v sn phm mnh ang s dng
n bn b-ngi thn

S dng thang o khong

4. Phng php thu thp d liu:
phc v cho d n nghin cu nhm s dng ng thi 2 phng php thu thp d liu th
cp v s cp
-

Phng php thu thp d liu th cp: bao gm d liu th cp bn trong thng qua vic

tham kho mt s ti liu lin quan n vic nh gi s la chn ca khch hng khi n mua
hng ti cc ca hng bn in thoi di ng. Ngoi ra ngun d liu bn ngoi m nhm thu
thp t mt s khi nim trong cc sch gio trnh marketing, v ch yu l cc ti liu thu thp
t internet.
- Phng php thu thp d liu s cp:

Mt bng kho st vi 14 cu hi c lp ra nh gi v mc nhn bit ca

khch hng i vi thng hiu Nokia. Trc khi thc hin vic thu thp d liu chnh
thc, mt cuc kho st th nghim vi mu l 30 mu s c thc hin nhm kim tra

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NGHIN CU MARKETING-MR05

Nhm:WIN

li bng cu hi, nhm c phng n thit k li ph hp vi thc t v trnh tnh trng

ngi tr li b trng qu nhiu.

Thc hin phng vn trc tip khch hng ti ca hng in thoi Th gii di ng
(phng vn c nhn trc tip) thng qua bng cu hi chi tit thu thp thng tin phc
v cho mc ch chnh ca d n

5. c tnh chi ph v thi gian thc hin

c tnh chi ph ca d n
Trong qu trnh thc hin d n, nhm d tnh nhng khon chi ph pht sinh cn c c th nh
sau:
Chi ph i li bao gm:
Chi ph cho nhng ln hp nhm: 100.000
Chi ph cho mi c nhn i n cc ca hng in thoi pht bn cu hi v
phng vn: t tc
Chi ph in n:
- Chi ph in bi bo co v nhng bi tp nh: 70.000
- Chi ph in 240 bn cu hi: 144.000
Tng chi ph: 314.000
c tnh thi gian thc hin d n
xut tng-chn tng: 1 tun-tun 24, 25
Xc nh vn nghin cu: 2 tun-tun 26, 27
Lp k hoch nghin cu: 3 tun- tun 29, 30, 31
K hoch nghin cu ln cui: tun 32
Bn cu hi hon chnh: tun 33
Thc hin thu thp d liu: tun 33, 34
M ha, phn tch d liu: tun 35
Vit bo co: tun 35, 36
6. Cng c thu thp d liu
Nhm s dng bng cu hi iu tra, kho st v thu thp d liu. Sau khi test th 30 mu
v chnh sa, bng cu hi hon chnh ca nhm c trnh by nh sau:
PHIU THM D KIN

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NGHIN CU MARKETING-MR05

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Xin cho anh ( ch ) !

Chng ti l nhm sinh vin ca Trng i hc Kinh T Nng. Hin nay, chng ti
ang tin hnh nghin cu v nh gi mc nhn bit thng hiu in thoi Nokia i
vi khch hng l gii tr trn a bn thnh ph Nng. Knh mong anh (ch) dnh cht
t thi gian tr li gip chng ti mt s cu hi. Tt c kin tr li u c gi tr v hu ch
cho vic nghin cu ca chng ti. Chng ti rt mong nhn c s h tr v cng tc nhit
tnh ca anh(ch).
o0o

Cu 1: Vui lng cho bit anh (ch) thuc nhm tui no di y

Di 18 tui

18-24 tui

25-28 tui

Trn 28 tui

Cu 2: Anh (ch) c ang s dng in thoi khng? (Nu c vui lng ghi li thng
hiu hin ang s dng)
C. C th l:.............................

Khng

Cu 3: Anh (ch) c d nh s dng in thoi ca hng no trong tng lai?

Nokia
Samsung
Khc.
C th l:.......................................

Apple
Black-Berry

Cu 4: Anh (ch) hy nh gi tm quan trng ca cc yu t ca mt chic in thoi

bng cch cho im tng yu t

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NGHIN CU MARKETING-MR05
Yu t
Thng hiu
Gi c
Mu m
Cc tin ch
Tui th pin

Nhm:WIN

Rt quan

Quan

Bnh

Khng quan

Rt khng

trng
(1)

trng
(2)

thng
(3)

trng
(4)

quan trng
(5)

Cu 5: Vui lng k tn nhng thng hiu in thoi m anh ch bit:

.....................................................................................................................................
.....................................................................................................................................
.....................................................................................................................................
.....................................................................................................................................
.....................................................................................................................................
Cu 6: Anh (ch) c bit n thng hiu Nokia khng?
C
Khng ( vui lng chuyn sang cu 13)
Cu 7: Xin vui lng xp theo th t t 1 i vi hng in thoi m anh(ch) bit nhiu
nht n 6 l hng in thoi anh(ch) t bit n nht?
Tn thng hiu

Xp hng v mc
bit n

Nokia
Samsung
Apple
Black-Berry
LG

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NGHIN CU MARKETING-MR05

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Cu 8: Khi ni n Nokia, yu t no di y anh (ch) c n tng nht? (Ch chn 1

yu t)
Uy tn thng hiu
Gi c hp l
Cc tin ch (nghe nhc, chi game,)
Khc
C th l: ........................................

bn cao
Tui th pin di
Mu m a dng

Cu 9: Anh (ch) nhn bit thng hiu Nokia thng qua du hiu no? (C th chn
nhiu yu t)
Slogan
Khc.
C th l: .......................................

Nhc chung
Logo

Cu 10: Trong cc cu slogan di y, cu no l slogan ca thng hiu in thoi

Nokia?
Connectting people
Turn on tomorrow
Think different
Always connect
Khc
Cu 11: Anh (ch) bit n thng hiu Nokia t ngun thng tin no?
Ngi thn, bn b
Knh truyn thng, qung co
Internet
Khc.
C th l: ......................................
Cu 12: Xin vui lng cho bit kin ca anh (ch) v mc ni ting ca thng hiu
Nokia bng cch nh du () vo trng:
Rt ni ting
Kh ni ting
Bnh thng

Kh khng ni ting
Khng ni ting

Cu 13: Nu c ngh, anh (ch) s gii thiu cho bn b, ngi thn mua in
thoi ca thng hiu m mnh ang s dng?
C (Vui lng chuyn sang cu 14)

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NGHIN CU MARKETING-MR05

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Khng ( Kt thc)
Cu 14: Anh (ch) c thng xuyn gii thiu, t vn cho bn b, ngi thn mua in
thoi ca thng hiu mnh ang s dng?
Rt thng xuyn

Khng thng xuyn

Thng xuyn

Rt khng thng xuyn

Bnh thng
o0o
Anh(ch) vui lng cho bit:
H v tn

:........................................................................................................

a ch email :........................................................................................................
S in thoi : .......................................................................................................
XIN CM N S HP TC CA ANH (CH) !

C. THC HIN NGHIN CU

I. Phn tch d liu
Vic phn tch d liu s c tin hnh bng cng c SPSS 16.0
1. Bng m ha
Cu Tn

Din gii

M ha

bin
1: Di 18
2: 18-24 tui
1

C1

tui

3: 25-28 tui
4: Trn 28 tui

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NGHIN CU MARKETING-MR05

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1: C
2

C2

S dng in thoi

2: Khng
1: Nokia
2: Samsung

C3

D nh s dng in thoi

3: Apple
4: Black-Berry

C4.1
C4.2
C4.3
C4.4
C4.5

Thng hiu
Gi c
Mu m
Cc tin ch (nghe nhc, lt web)
Tui th pin

5: Khc
1: Rt quan trng
2: Quan trng
3: Bnh thng
4: Khng quan trng
5: Rt khng quan trng
1: Nokia

C5

C6
C7.1
C7.2
C7.3
C7.4
C7.5

Thng hiu c nhc n u tin

2: Khc
1: C

Bit n thng hiu Nokia

Nokia
Samsung
Apple
Black-Berry
LG

2: Khng
1: 1
2: 2
3: 3
4: 4
5: 5
1: Uy tn thng hiu
2: Gi c hp l

C8

Yu t gy n tng nht

3: Cc tin ch
4: bn cao
5: Tui th pin di
6: Mu m a dng
1: Slogan
2: Nhc chung

C9

Du hiu nhn bit

3: Logo
4: Khc

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NGHIN CU MARKETING-MR05

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1: Connectting people
2: Turn on tomorrow
10

C10

Slogan

3: Think different
4: Always connect
5: Khc
1: Ngi thn, bn b

11

C11

Ngun thng tin

2: Truyn thng, qung co

3: Internet
4: Khc
1: Rt ni ting
2: Kh ni ting

12

C12

Mc ni ting

3: Bnh thng
4: Kh khng ni ting
5: Khng ni ting
1: Rt thng xuyn
2: Thng xuyn

13

C13

Mc thng xuyn

3: Bnh thng
4: Khng thng xuyn
5: Rt khng thng xuyn
6: Cha bao gi

2. Kt qu phn tch SPSS

nh gi v cc yu t khin khch hng la chn thng hiu Nokia

1. nh gi ca gii tr v tm quan trng ca cc yu t

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NGHIN CU MARKETING-MR05

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Descriptive Statistics
N
Thuong hieu
Gia ca
Mau ma
Cac tien ich
Tuoi tho pin
Valid N
(listwise)

Minimum Maximum Mean

200
200
200
200
200

1
1
1
1
1

4
5
5
5
5

Std.
Deviation

1.80
1.87
1.91
1.87
1.71

.732
.772
.761
.841
.782

200

T bng trn ta thy: gi tr trung bnh khi nh gi v cc yu t cho t t mc 1,71

n 1,91, tc u c nh gi l quan trng v rt quan trng, iu ny cho php chng ta c
th ni rng: nhn chung, mi yu t u c tm nh hng quan trng i vi cc bn tr khi
xem xt mt chic in thoi.
Xt v yu t thng hiu:
Gi tr khong cch = (4-1)/4= 0,75.
Gi tr trung bnh =1,80 thuc khong 1,76-2,5, do vy ta c th kt lun yu t ny l gi vai
tr quan trng i vi gii tr khi h chn mua in thoi
2.

Yu t gy n tng nht ca in thoi Nokia i vi khch hng

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NGHIN CU MARKETING-MR05

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Yeu to gay an tuong nhat

Frequenc
y
Percent

Valid
Percent

Cumulative
Percent

Valid Uy tin thuong

hieu

65

32.5

32.5

32.5

Gia ca hop ly

18

9.0

9.0

41.5

Cac tien ich

4.0

4.0

45.5

Do ben cao

101

50.5

50.5

96.0

Tuoi tho pin dai

3.5

3.5

99.5

Mau ma da
dang

.5

.5

100.0

200

100.0

100.0

Total

Kt qu cho thy khi c hi v yu t gy n tng nht ca in thoi Nokia, la

chn ca hu ht cc bn tr l bn chim t l cao 50,5%, tip theo l n uy tn thng hiu
vi 32,5% trong khi cc yu t cn li u ch chim mt t l thp hn nhiu. Nh vy, thng
hiu Nokia trong tm tr khch hng c c trng bi bn cao v uy tn thng hiu

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NGHIN CU MARKETING-MR05

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T nhng phn tch mc (1) v (2) c th kt lun rng thng hiu c ngha ht sc quan
trng v l mt nhn t quan trng hng u khin cc bn tr la chn s dng sn phm ca
Nokia
nh gi v tr ca thng hiu Nokia trong tm tr khch hng

1. Thng hiu u tin m khch hng ngh ti

Thuong hieu nhac den dau tien
Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

Nokia

138

69.0

69.0

69.0

Khac

62

31.0

31.0

100.0

Total

200

100.0

100.0

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NGHIN CU MARKETING-MR05

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Vi s lng mu l 200, th trong c n 138 p vin nhc ti Nokia l thng

hiu u tin, chim n 69%. C 3 cp nhn bit thng hiu khc nhau, trong , cp
cao nht chnh l thng hiu c nhn bit u tin (Top of mind) v thng hiu Nokia
t c iu ny. Nh vy, c th ni rng thng hiu Nokia n su vo tim thc, c mt
ch ng thc s quan trng trong tm tr khch hng
2. Xp hng v mc bit n
Statistics
Nokia

Samsung

Apple

BlackBerry

LG

NValid

200

200

200

200

200

Missing
Mean
Median
Mode
Sum

0
1.30
1.00
1
259

0
2.26
2.00
2
451

0
3.53
4.00
4
706

0
4.34
5.00
5
868

0
3.57
3.00
3
714

Tng cc thng hiu

1400
1200
1000
800

Series1

600
400
200
0
Nokia

Samsung

Apple

LG

Black-Berry

Thng hiu

y l biu th hin tng s im nh gi ca khch hng theo th t 1 l bit

nhiu nht n 5 l t bit n nht. Ta thy trong mu ny, Nokia hin l thng hiu c bit

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NGHIN CU MARKETING-MR05

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n nhiu nht. Nh vy, trong tm tr ca khch hng, thng hiu Nokia vn gi c mt v

tr quan trng. Vi mu ca chng ta l 200 th c n 158 p vin chn Nokia l thng
hiu c bit n nhiu nht, chim 79%, vt tri hon ton so vi cc thng hiu khc.
3. Mc ni ting
Muc do noi tieng
Frequenc
y
Percent

Valid
Percent

Cumulative
Percent

Valid Rat noi

tieng

93

46.5

46.5

46.5

Kha noi
tieng

94

47.0

47.0

93.5

Binh thuong

13

6.5

6.5

100.0

200

100.0

100.0

Total

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NGHIN CU MARKETING-MR05

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Hu ht khch hng cho rng Nokia l mt thng hiu ni ting, 46,5% chn rt ni
ting v kh ni ting 47%. Nh vy, trong suy ngh ca gii tr ti khu vc TP Nng hin
nay, Nokia c bit n l mt thng hiu ln v ni ting.

nh gi v nhng du hiu m khch hng dng nhn bit thng hiu Nokia
1. Nhng du hiu nhn bit thng hiu Nokia

Statistics
Slogan
N

Nhac
chuong

Logo

Khac

Valid

200

200

200

200

Missing

0
1.78
2.00
2
356

0
1.48
1.00
1
295

0
1.47
1.00
1
294

0
1.96
2.00
2
391

Mean
Median
Mode
Sum

Thng hiu Nokia tn ti v pht trin mnh m cho n nay, cng nh nhng
thng hiu ni ting khc, Nokia cng c nhng du hiu c trng ngi tiu dng c th
nhn bit, phn bit vi cc sn phm ca thng hiu khc, nhng du hiu nhn bit ca
Nokia thc s a dng v mt s rt i quen thuc c trng cho thng hiu Nokia nh: logo,
nhc chung, slogan v cc du hiu khc. Qua qu trnh thu thp v x l d liu nh bng
trn, ta c th thy rng: khch hng nhn bit thng hiu Nokia ch yu thng qua nhc
chung v logo.
2. nh gi s hiu bit ca gii tr v slogan ca thng hiu Nokia

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NGHIN CU MARKETING-MR05

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Slogan
Frequenc
y
Percent
Valid Connectting
people

Valid
Percent

Cumulative
Percent

137

68.5

68.5

68.5

16

8.0

8.0

76.5

Think different

2.0

2.0

78.5

Always connect

10

5.0

5.0

83.5

Khac

33

16.5

16.5

100.0

Total

200

100.0

100.0

Turn on
tomorrow

Cu slogan ni ting ca thng hiu Nokia l : Connectting people ( c th hiu l:

lin kt mi ngi). Mc d, theo kt qu phn tch cu (1), slogan khng phi l yu t c
khch hng la chn nhiu nhn bit thng hiu Nokia, song kt qu x l d liu cu ny

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NGHIN CU MARKETING-MR05

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kt hp vi biu trn cho ta thy hu ht s ngi tham gia tr li u la chn ng slogan

ca Nokia l Connecting People vi t l l 68,5%. Nh vy, gii tr hin nay vn c nhng
hiu bit nht nh v thng hiu ny v vic truyn ti thng hiu thng qua slogan vn l
phng php kh hiu qu.
Lng trung thnh ca gii tr i vi thng hiu Nokia
1. Mc thng xuyn gii thiu vi bn b, ngi thn
Descriptive Statistics
N
Muc do thuong xuyen gioi

Minimum
200

thieu
Valid N (listwise)

Maximum
1

Mean
6

Std. Deviation

3.36

1.241

200

Gi tr khong cch = (6-1)/6=0,83

Gi tr trung bnh = 3,36 thuc khong 2,68-3,50
Vy mc gii thiu sn phm mnh ang s dng cho bn b, ngi thn ca gii tr ti khu
vc TP. Nng l mc bnh thng
2. S la chn ca cc bn tr cho d nh mua in thoi trong tng lai
Du dinh su dung dien thoai
Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

Nokia

93

46.5

46.5

46.5

Samsung

15

7.5

7.5

54.0

Apple

70

35.0

35.0

89.0

2.0

2.0

91.0

Khac

18

9.0

9.0

100.0

Total

200

100.0

100.0

Black-Berry

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T kt qu phn tch v th trn cho ta thy: thng hiu in thoi c la chn

nhiu nht cho d nh mua trong tng lai ca cc bn tr l Nokia vi 46,5%, tip theo l
Apple vi 35%. Mc d s lng la chn Nokia l nhiu nht nhng cng ch hn Apple 10%,
iu ny thc s l mt tn hiu bo ng khng tt i vi hng Nokia. Bi v, thi gian gn
y, Apple vi dng in thoi cm ng c th l Iphone ang ngy cng thu ht v tr thnh
c m ca bao bn tr. Chnh v vy, vic Apple tr thnh thng hiu ng th 2 c gii tr
la chn cho d nh mua trong tng lai ca mnh v c xu hng s tng ln trong thi gian
ti thc s l mt mi e da i vi Nokia. Do vy, hng Nokia cn a ra nhng chin lc,
chnh sch nhm a dng ha mu m theo xu hng ca gii tr c th gi c v tr, th
phn ca mnh

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nh gi nhng ngun thng tin m khch hng tip cn bit n thng hiu

Nokia
Statistics
Truyen
Nguoi than- thong-quang
ban be
cao
Internet
N

Khac

Valid

200

200

200

200

Missing

0
1.36
1.00
1
271

0
1.46
1.00
1
291

0
1.64
2.00
2
329

0
1.96
2.00
2
391

Mean
Median
Mode
Sum

T bng s liu trn ta thy khch hng bit n thng hiu Nokia ch yu t ngi thn
v bn b, tip theo l t ngun truyn thng-qung co. Nokia thm nhp vo th trng
Vit Nam t kh lu, nh s lng ngi dng ng o m Nokia nhanh chng xy dng v
hon thin knh truyn thng truyn ming thng qua tng nhm sn phm nht nh. Gii
php qung co min ph ny gip Nokia duy tr v th dn u ca mnh ti TP Nng
ni ring v th trng Vit Nam ni chung

Kim nh s khc bit v mc nhn bit gia nhm khch hng l gii tr m

a phn l sinh vin trong tui 18-24 vi nhm gii tr ch yu l ngi i lm: 25-28
tui
kim nh s khc bit ny ta xy dng cp gi thit:
H0: Mc nhn bit thng hiu Nokia trung bnh ca nhm tui t 18-24 v nhm tui
t 25-28 l bng nhau trn tng th
H1: Mc nhn bit thng hiu Nokia trung bnh ca nhm tui t 18-24 v nhm tui
t 25-28 l khc nhau trn tng th

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Independent Samples Test

Levene's
Test for
Equality of
Variances

F
Nokia Equal variances
assumed
Equal variances
not assumed
-

Sig.

t-test for Equality of Means

.483 .488 -.926

Df

95%
Confidence
Std.
Sig. Mean Error Interval of the
(2- Differe Differen Difference
tailed) nce
ce
Lower Upper

198

.356

-.092

.099

-.287

.104

-.975 194.020

.331

-.092

.094

-.277

.094

Kt qu kim nh Leneves (gi thit H0 phng sai ca 2 nhm tui ( mu ) bng nhau, H1
phng sai ca 2 nhm tui khng bng nhau):
Sig. ca kim nh F= 0,488 > 0,05 Chp nhn gi thuyt H0,tc l phng sai ca hai
mu bng nhau

Thc hin kim nh t ta c p-value (sig.) = 0,356 > 0,05 Chp nhn gi thuyt H0, bc b

H1 .
Tc l khng c s khc bit c ngha v mc nhn bit thng hiu Nokia trung bnh
gia 2 nhm tui ny.

Kim nh s khc bit v mc thng xuyn gii thiu gia nhm khch hng

l gii tr m a phn l sinh vin trong tui 18-24 vi nhm gii tr ch yu l ngi
i lm: 25-28 tui
kim nh s khc bit ny, ta c cp gi thuyt
H0: Mc thng xuyn gii thiu trung bnh ca hai nhm tui: (18-24) v (25-28) bng
nhau trn tng th

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H1: Mc thng xuyn gii thiu trung bnh ca hai nhm tui: (18-24) v (25-28) khng
bng nhau trn tng th
Independent Samples Test
Levene's
Test for
Equality of
Variances

F
Muc do
thuong
xuyen
gioi
thieu

Sig.

t-test for Equality of Means

Df

Equal variances
14.426 .000 -5.740
assumed
Equal variances
not assumed

95%
Confidence
Sig.
Std.
(2- Mean Error Interval of the
tailed Differe Differe Difference
)
nce
nce Lower Upper

198

.000

-.954

.166 -1.282

-.626

-5.375 131.633

.000

-.954

.178 -1.305

-.603

T bng trn cho ta thy:

-

Kt qu kim nh Leneves (gi thit H0 phng sai ca 2 nhm tui (mu) bng nhau, H1
phng sai ca 2 nhm tui khng bng nhau):
Sig. ca kim nh F=0,000 < 0,05 Bc b gi thuyt H0, chp nhn gi thuyt H1.

Ngha l, phng sai ca hai mu khng bng nhau

-

Thc hin kim nh t ta c p-value (Sig.) = 0,000<0,05 Bc b H0 v chp nhn H1

Vy mc thng xuyn gii thiu ca hai nhm tui (18-24) v (25-28) l khc nhau, hay
c s khc bit v mc thng xuyn gii thiu gia hai nhm ny

Kim nh mi lin h gia hai bin tui v bin mc bit n thng hiu
Nokia

kim nh mi lin h ny, ta xy dng cp gi thuyt

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H0: Hai bin tui v mc bit n thng hiu Nokia c lp vi nhau trn tng
th
H1: Hai bin tui v mc bit n thng hiu Nokia ph thuc vi nhau trn tng
th
Chi-Square Tests
Value
Pearson Chi-Square
Likelihood Ratio
Linear-by-Linear
Association
N of Valid Cases

Asymp. Sig.
(2-sided)

df

16.825a
15.870

16
16

.397
.462

.040

.841

200

T bng Chi-Square Tests ta thy:

P-value (Sig.) = 0,397 > 0,05 Chp nhn gi thuyt H0, bc b gi thuyt H1
Tc l, hai bin tui v mc bit n thng hiu Nokia c lp vi nhau trn tng
th. Nh vy, thng hiu Nokia c bit n nhiu hay t khng ph thuc vo tui ca
khch hng.

Kim nh mi lin h gia hai bin mc bit n v d nh s dng in

thoi trong tng lai ca gii tr

kim nh mi lin h ny, ta xy dng cp gi thuyt

H0: Hai bin mc bit n v d nh s dng in thoi trong tng lai c lp vi
nhau trn tng th
H1: Hai bin mc bit n v d nh s dng in thoi trong tng lai ph thuc
vi nhau trn tng th

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Chi-Square Tests
Value
Pearson Chi-Square
Likelihood Ratio
Linear-by-Linear
Association
N of Valid Cases

Asymp. Sig.
(2-sided)

df

14.784a
16.414

4
4

.005
.003

.858

.354

200

T bng trn ta thy

P-value (sig.) = 0,005 Bc b gi thuyt H0, chp nhn gi thuyt H1
Tc l hai bin mc bit n v d nh s dng in thoi trong tng lai l ph thuc
ln nhau trn tng th. Nh vy, vic khch hng d nh s mua in thoi ca thng hiu no
trong tng lai ph thuc vo mc bit n, am hiu ca khch hng v thng hiu .
3. Kt lun
T nhng kt qu phn tch trn cho ta thy, nhn chung hin nay, gii tr ca TP Nng
u c nhng hiu bit nht nh v thng hiu Nokia vi mc nhn bit cao. Trong tm tr
ca cc bn tr, Nokia c nhc n l mt thng hiu ln, ni ting, v lun gi c mt v
tr quan trng. Sn phm ca Nokia c bit n vi c trng nht l bn cao v uy tn
thng hiu. Chnh v vy, m Nokia tr thnh thng hiu c cc bn tr la chn nhiu nht
cho d nh mua trong tng lai. Nhng hng cn hoch nh v a ra nhng k hoch, chin
lc a dng ha sn phm sao chi ph hp vi xu hng ca gii tr gi c th phn
ca phn khc tui ny.
II. Nhng xut cho nh qun tr
Hin nay, th trng vin thng th gii ang pht trin rt mnh vi nhiu i th cnh
tranh ln Apple, Samsung, Black-Berry,v th nu khng mun b ln t v mt th phn th
Nokia cn quan tm nhiu hn ti vic xy dng chin lc thng hiu v nh hng cho
nhng hot ng qung co, tip th,c bit nng cao hnh nh thng hiu trong tm tr
khch hng,to ra s khc bit nht nh gia thng hiu Nokia v cc thng hiu khc

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Mc d cht lng l th mnh vt tri ca Nokia, nhng vi xu th ngy nay, Nokia

cn ch , quan tm ti vic a dng ha chng loi, mu m, tnh nng,nhm p ng nhu
cu th trng. Bi v, vi s tng trng v kinh t ko theo mc sng ca con ngi ngy
cng c nng cao, c bit l gii tr ngy nay mun th hin ng cp ca mnh qua nhng
sn phm hng hiu dang trng v t tin. V th hnh thc bn ngoi cng l mt yu t c
bit quan trng khch hng quyt nh la chn sn phm.
Nokia nn thc hin nhiu hn hot ng PR vi cng chng ca mnh, v l cch
lng nghe cng nh p ng hiu qu nht mong mun ca ngi tiu dng. iu ny gip
Nokia hiu c mnh ang u trong tm tr ca ngi tiu dng
Nokia cn a ra nhng chng trnh, chnh sch nhm duy tr mi quan h tt p vi
khch hng khch hng bit c rng mnh lun l ngi quan trng vi Nokia. Phn ln
khch hng n tng vi Nokia do bn thc s ca sn phm, l thnh cng ca Nokia,
tuy nhin vi s ln mnh ca cc i th cnh tranh Samsung, LG, Appleth vic Nokia to
thm nhiu li th cnh tranh vt tri l iu cn thit hn c tc ng tt n thng
hiu ca mnh.
III. Nhng hn ch ca nghin cu
Vn tip xc c vi nh qun tr thc s l kh khn i vi nhm. V vy, cu hi
qun tr c th cha thc s p ng mong mun ca nh qun tr
C th cc cu hi nghin cu, cc cu hi trong bng thm d cha bao hm ht c
ngha ct li ca vn cn nghin cu
Quy m mu c th cha ln c th suy rng cho tng th do yu t thi gian v
ngun lc ti chnh ca nhm c hn
Cc l thuyt v phn mm SPSS nhm cha thc s nm r c th lm tt hn bi
bo co
Vic p dng kin thc chuyn ngnh phn tch, din gii d liu cha c su.

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D. TI LIU THAM KHO

I.

Cc ngun t sch bo, tp ch

1. David A.Aaker (1980); Brand Equity; The Free Press
2. PGS.TS L Th Gii (2006), Nghin cu Marketing-L thuyt v ng dng, Nh xut
bn thng k.
3. Nguyn Trng Sn & Trn Trung Vinh (2008), S nh hng ca thng hiu n hnh vi mua
sm ca ngi tiu dng trong th trng in thoi di ng Vit Nam, Tp ch Khoa hc v
Cng ngh, i hc Nng, 6(29), 122.

II.

Ngun Internet

1.

[1] Gii thiu v thng hiu Nokia http://en.wikipedia.org/wiki/Nokia , truy cp ngy

2.

18/2/2012
[2] Nh my Nokia ti Bc Ninh: mt ct mc quan trng, ti
http://www.baomoi.com/Nha-may-Nokia-tai-Bac-Ninh-mot-cot-moc-quan-

3.

trong/45/6324638.epi, truy cp ngy 18/2/2012

[3] Bn cch nghin cu th trng, ti: http://www.businessedge.com.vn/kien-thuc-kinhdoanh/150-bon-cach-nghien-cuu-thi-truong.html, truy cp ngy 18/2/2012

4.

[4] Gii m nguyn nhn thnh cng ca Nokia ti Vit Nam, ti

http://genk.vn/c187n20110202105724656/giai-ma-nguyen-nhan-thanh-cong-cuanokia-tai-viet-nam.ch, truy cp ngy 18/2/2012

5.

[5] Samsung lt triu i 14 nm ca Nokia, ti http://dantri.com.vn/c119/s119489556/samsung-lat-do-trieu-dai-14-nam-cuanokia.htm?

utm_source=twitterfeed&utm_medium=twitter. truy cp ngy 19/2/2012

6.

[6] Khi nim c bn v cp php thng hiu, ti http://www.dna.com.vn/vi/bai-vietnghien-cuu/s/khai-niem-co-ban-ve-cap-phep-thuong-hieu/, truy cp ngy 19/2/2012

7.

[7] Thng hiu, ti http://vi.wikipedia.org/wiki/Th%C6%B0%C6%A1ng_hi

%E1%BB%87u, truy cp ngy 19/2/2012

8.

[8] Tm quan trng ca thng hiu, ti http://www.saovangdatviet.com.vn/index.php?

Module=Content&Action=view&id=632&Itemid=135, truy cp ngy 19/2/2012

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9.

Nhm:WIN

[9] Gi tr thng hiu, ti http://my.opera.com/ngUEntHanh/blog/giatrithuonghieu. truy cp

ngy 19/2/2012

10.

[10] Brand Awareness: S nhn bit thng hiu, ti

http://maxbrands.net/2011/01/brand-awareness-su-nhan-biet-thuong-hieu/, truy cp
ngy 19/2/2012

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