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LI GII THIU

I. L do chn ti .
Theo nghin cu ca Wasburn & Plank ( 2002) c s tng quan gia ti sn thng hiu vi thi ( 0,723) v d nh mua ( 0,646) i vi thng hiu . T cho ta thy tm nh hng ca phn ng ( bao gm thi ) v quan h ca khch hng i vi cng tc qun tr ti sn thng hiu . Vi thng hiu xi mng Hi Vn trong thi im hin ti khi m cng ty chuyn sang hot ng c phn v tung ra sn phm mi . Hin ti cng ty ang thc hin cc chin lc marketing quay tr li i vi thng hiu sau mt thi gian thng hiu c , m bo chc chn rng khch hng s c nhng phn ng thun li v tch cc i vi cc hot ng marketing do nhu cu bt buc cng ty phi c mt s nghin cu v phn ng cng nh mi quan h ca khch hng i vi thng hiu ny . Nhng quyt nh lin quan n thng hiu cn phi c nghin c r rng .

II. Tn ti .
Nghin cu phn ng v mi quan h ca khch hng i vi thng hiu xi mng Hi Vn

III. Mc tiu nghin cu .


Trong iu kin c th ca cng ty xi mng Hi Vn , ti ny s lm r nhng phn ng ca khch hng i vi thng hiu , c th l tp trung vo kin v nh gi c nhn lin quan n thng hiu , v tnh cm i vi thng hiu ca khch hng . Vn th hai ti ny s lm r l s cng hng vi thng hiu , chnh l mi quan h ca khch hng i vi thng hiu xi mng Hi Vn . V t xc nh ra mi quan h gia thi nh hng ln quan h ca khch hng n thng hiu nh th no ? Thng qua vic lm r hai vn trn ti s nh hng ra nhng ng dng trong quyt nh qun tr ti sn thng hiu ca cng ty .

I.V. Phng php nghin cu .


ti nghin cu da trn m hnh CBBE ti sn thng hiu da trn khch hng ca Keller o lng mc phn ng v cng hng ca khch hng i vi thng hiu Hi Vn . V xem xt nhng yu t tc ng n phn ng v mi quan h cng hng ny .

V. B cc chuyn .
Chuyn c b cc gm cc phn sau : Li gii thiu Mc lc Phn 1 : C s l lun . Phn 2 : Phn tch thc trng hot ng ca doanh nghip. Phn 3 : Kt qu nghin cu . Phn kt lun . Danh mc ti liu tham kho Phn ph lc .

VI. Li cm n .
Do kin thc cn nhiu thiu st , ngi vit xin chn thnh cm n nhng kin ng gp v s quan tm ca ngi c . Nhng kin gp xy dng ti s c lu tm lm c s c th hon thin hn vn nghin cu . Xin gi li cm n n gio vin hng dn gp hng dn chnh sa ti theo hng ng n nht . Xin chn thnh cm n ngi ph trch hng dn ti cng ty thc tp tn tnh ng gp kin ngi vit c th hon thin ti mt cch tt nht . Cm n s gip chn thnh ca cc bn sinh vin gip ngi vit trong qu trnh thu thp d liu v xin gi li cm n n nhng ngi tiu dng nhit tnh gip ngi vit trong qu trnh thu thp thng tin .

MC LC
LI GII THIU...................................................................................................................1 I. L do chn ti ............................................................................................................1 II. Tn ti . ....................................................................................................................1 III. Mc tiu nghin cu ....................................................................................................1 I.V. Phng php nghin cu ............................................................................................2 V. B cc chuyn ..........................................................................................................2 VI. Li cm n ..................................................................................................................2 PHN 1 : C S L LUN.................................................................................................7 1.1. nh ngha ti sn thng hiu da trn khch hng .............................................7 1.2. M hnh nghin cu..................................................................................................12 PHN 2 : PHN TCH THC TRNG HOT NG CA DOANH NGHIP............22 2.1.Bo co thc t hot ng ca ngnh xi mng ..........................................................23 2.1.1. c im loi sn phm..................................................................................23 2.1.1.1 Thng tin chung v chng loi sn phm.........................................................23 2.1.1.2. Nhng im ni bt ca loi sn phm..........................................................24 2.1.2. Th trng ngnh ...........................................................................................25 2.1.2.1 Cc phng thc cnh tranh trong ngnh......................................................25 2.1.2.2 Cc thng hiu cnh tranh chnh..................................................................25 2.1.3 . th trng xi mng trong nhng nm va qua................................................27 2.2.Bo co thc t hot ng ca cng ty xi mng Hi Vn .....................................28 2.2.1 Qu trnh hnh thnh v pht trin cng ty:.........................................................28 2.2.2. t chc ca cng ty:.......................................................................................30 2.2.3. Th trng ca Cng ty...................................................................................33 2.2.3.1. i tng khch hng..................................................................................33 2.2.3.2. Th trng mc tiu.....................................................................................33 PHN 3 : KT QU NGHIN CU..................................................................................34 3.1.Mc tiu nghin cu ..................................................................................................34 3.2. Phng php nghin cu .........................................................................................34 3.2.1.Phng php thu thp d liu ............................................................................34 3.2.2.Thit k bng cu hi .........................................................................................34 3.2.3. Phn mn h tr v phng php kim nh .............................................34 3.3.Kt qu nghin cu.....................................................................................................35 3.3.1.Kim nh tin cy ca cc tiu thc ..............................................................35 3.3.2.M t ......................................................................................................................36 3.3.2.1. Kin thc thng hiu ...................................................................................36 3.3.2.2. Phn ng vi thng hiu ca khch hng ................................................37 3.3.2.3 . S cng hng thng hiu ca khch hng ................................................41 3.3.3.Kt qu phn tch ................................................................................................43 3.3.4. Din gii kt qu ................................................................................................57 3.4.Gii php............................................................................................................61 PHN KT LUN..............................................................................................................63 4.1.Tm tt kt qu nghin cu .......................................................................................63 4.2. ng gp v hn ch ca ti.................................................................................63 4.2.1. Hn ch ca ti . .....................................................................................63 4.2.2. ng gp ca ti......................................................................................64 4.3 Hng pht trin trong tng lai ...........................................................................65 DOANH MC TI LIU THAM KHO..........................................................................66 PHN PH LC.................................................................................................................67 3

Bng thu thp d liu.......................................................................................................67 Bng tnh chi tit .................................................................................................................74 Cc bng chung ...................................................................................................................83 Cng c h tr nghin cu ..................................................................................................85

PHN 1 : C S L LUN
1.1. nh ngha ti sn thng hiu da trn khch hng .
Khi ni n nh hng khch hng hay da trn khch hng l s tp trung vo cc mi quan h gia khch hng v thng hiu ( s gn b , lng trung thnh v s sn sng mua v mua li da trn nim tin v tnh siu vit v cc cm xc c gi m ) . Ti sao ngi tiu dng mun tr tin nhiu hn ? l nim tin v nhng cam kt c to ra theo thi gian trong tm tr ca khch hng thng qua marketing thng hiu . Tm li , ti sn thng hiu l s khi u ca vn ti chnh . Thng hiu c gi tr ti chnh do n to ra ti sn trong tr c v tm hn ngi tiu dng . Nhng ti sn ny l s nhn thc thng hiu , nim tin v s c o v tnh u vit ca mt s li ch c gi tr v nhng kt ni cm xc . Hai cu hi thng c t ra lin quan n thng hiu : iu g lm thng hiu tr thnh thng hiu mnh ? Lm th no xy dng thng hiu mnh ? Cu tr li nm m hnh ti sn thng hiu CBBE . M hnh ny kt hp nhng l thuyt mi v thc tin qun tr trong vic hiu v gy nh hng n hnh vi ng x ca ngi tiu dng . Mc d c mt s cc quan im hu ch lin quan n ti sn thng hiu , m hnh CBBE cung cp quan im duy nht v vn thng hiu l g v cch thc xy dng , o lng v qun tr mt cch tt nht . C rt nhiu quan im v ti sn thng hiu , trong ph bin nht l quan im ca David Aaker v Kevin Lane Keller . Kt qu nghin cu ca Keller cng da trn nghin cu ca Aaker , nhng c tnh ton din v cht ch hn , trn ht l a ra c u mi tc ng quan trng ( trng tm ca xy dng v qun tr ti sn thng hiu ) cho hot ng marketing gia tng ti sn thng hiu , l kin thc thng hiu , gm hai phn : nhn thc thng hiu v hnh nh thng hiu . M hnh CBBE tip cn ti sn thng hiu t quan im ca ngi tiu dng . Hiu nhu cu v mong mun ca ngi tiu dng v thit lp cc chng trnh v
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sn phm tho mn ngi tiu dng l mu cht ca marketing thnh cng . C th , hai cu hi quan trng t ra bi ngi lm th trng l : Cc thng hiu khc nhau c ngha g i vi ngi tiu dng ? Lm cch no kin thc thng hiu ca ngi tiu dng tc ng n phn ng ca h i vi hot ng marketing ? nh c bn ca m hnh CBBE l quyn nng ca thng hiu nm nhng g m ngi tiu dng nhn bit , cm thy v nghe thy nh mt kt qu kinh nghim theo thi gian . Ni cch khc , quyn nng ca thng hiu ph thuc vo nhng g c trong tm tr khch hng v thng hiu . Thch thc i vi ngi lm th trng trong xy dng mt thng hiu mnh l m bo rng ngi tiu dng c nhng kinh nghim tt vi sn phm , dich v v cc chng trinh marketing km theo cc mun , cm xc , hnh nh , nhn thc , kin , tr nn gn kt vi thng hiu . Theo Keller ( 2003) ti sn thng hiu da trn khch hng chnh thc c nh ngha nh l hiu ng khc bit ca kin thc thng hiu ln phn ng ca ngi tiu dng i vi hot ng marketing thng hiu . C th mt thng hiu c cho l c ti sn thng hiu dng khi ngi tiu dng phn ng thun li hn i vi mt sn phm v hot ng marketing sn phm khi thng hiu c nhn din so vi khi thng hiu khng c nhn din . Nh vy mt thng hiu vi ti sn thng hiu dng dn n ngi tiu dng d chp nhn mt m rng thng hiu mi , t nhy cm hn vi s tng gi s rt lui ca h tr qung co , hoc sn sng tm kim thng hiu trong mt knh phn phi mi . Mt khc , ti sn thng hiu m khi ngi tiu dng phn ng t thun li hn i vi mt sn phm v hot ng marketing sn phm khi thng hiu c nhn din so vi khi thng hiu khng c nhn din . Nh vy c th hn , CBBE l gi tr gia tng cho sn phm thng qua phn ng thun li i vi thng hiu ca ngi tiu dng , xut pht t nhn thc cao ( quen thuc ) v nhng lin tng mnh thun li v c o trong tr nh ca ngi tiu dng v thng hiu . C 3 thnh phn then cht ca nh ngha ny . Th nht , ti sn thng hiu xut pht t s khc bit trong phn ng ca ngi tiu dng . Nu khng c s
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khc bit , sn phm vi tn thng hiu ny s ch c xp loi nh l mt loi sn phm chung . Cnh tranh do s da trn gi . Th hai , s khc bit trong phn ng ca ngi tiu dng ( so snh gia thng hiu c nhn din v thng hiu khng c nhn din ) l do kin thc thng hiu quyt nh . Kin thc thng hiu bao gm tt c suy ngh , tnh cm , hnh nh , kinh gnhim , nim tin v.v.gn kt vi thng hiu . Tt c nhng thnh phn ny c gp thnh hai nhm chnh : Nhn thc v hnh nh thng hiu . Nh vy , ti sn thng hiu da trn khch hng xut hin khi ngi tiu dng quen thuc ( nhn thc cao ) vi thng hiu v nm gi nhng lin tng thng hiu mnh , thun li v c o trong tr nh . Th ba phn ng khc nhau ca ngi tiu dng to nn ti sn thng hiu c phn nh trong cm nhn , s a thch v hnh vi lin quan n mi kha cnh marketing ca mt thng hiu . l phn ng v quan h ca ngi tiu dng vi thng hiu. Nh vy thch thc ca ngi lm th trng l to ra s tri nghim ng n ca ngi tiu dng vi vi sn phm , dch v cng nh cc hot ng marketing nhm to ra cu trc kin thc thng hiu mong mun . T cch l lun ny , c th thy u t cho xy dng ti sn thng hiu c xem nh u t cho kin thc thng hiu . Mt cch ngn gn , ti sn thng hiu da trn khch hng phn nh trc tip bi hiu ng khc bit ca kin thc thng hiu ln nh gi tnh cm v quan h ca ngi tiu dng vi thng hiu , c ngha l dng phng php o lng trc tip 2 tiu thc ny xc nh gi tr ca ti sn thng hiu . Phng php trc tip hu ch trong vic xc nh bn cht ca phn ng khc bit t pha khch hng. Bn cnh ti sn thng hiu da trn khch hng c phn nh trc tip bi 2 ngun then cht l nhn thc v hnh nh thng hiu . y dng phng php o lng gin tip , phng php ny c ch trong vic xc nh kha cnh no ca kin thc thng hiu dn dt phn ng khc bit to ra ti sn thng hiu .
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Hai phng php o lng ny c th s dng ng th v c tnh cht b sung cho nhau . Mt s nghin cu s dng ch s o lng 4 tiu thc nh gi ti sn thng hiu . l , theo Aaker , ti sn thng hiu da trn khch hng bao gm 4 thnh phn : nhn thc thng hiu , lim tng thng hiu , cht lng cm nhn (nh gi ca ngi tiu dng ) v lng trung thnh ( quan h gia ngi tiu dng v thng hiu ) , trong lim tng thng hiu c xem l phn kh quan trng . iu ny cng ng nht vi kt qu nghin cu ca Wasburn & Plank ( 2002) , Yoo & Donthu ( 2002) . Nghin cu ca Keller ( 2003) cho thy 4 tiu thc o lng ngun ti sn thng hiu da trn khch hng ( tm tr khch hng ) l : nhn thc thng hiu ( s ni bt ) ; hnh nh thng hiu ( cc lim tng hiu nng v hnh tng ) ; nh gi ( cht lng , uy tn , quan tm , tnh u vit ) tnh cm i vi thng hiu (m p vui v , ho hc , an ton , chp nhn x hi , t trng ); v quan h vi thng hiu ( s cng hng thng hiu : lng trung thnh v hnh vi , s gn b thi , thc cng ng , s cam kt hnh ng ) . Xt v bn cht th s cng hng thng hiu ( Brand resonnance) chnh l trung thnh vi thng hiu . Trong , theo Keller , ngun gc ca ti sn thng hiu l : nhn thc thng hiu v hnh nh ( tp hp cc lin tng ) thng hiu ( trong hnh nh thng hiu ng vai tr ch o ) . Bi 2 nhn t ny s dn dt n cc ngun cn li , l nh gi- tnh cm i vi thng hiu ( gi chung l phn ng i vi thng hiu ) v quan h thng hiu . Bn thnh phn ca CBBE c lin h cht ch vi nhau v s c cu trc theo th t thp xy dng thng hiu (Brand pyramid ). Cc ngun ny s em li kt qu ti sn thng hiu , l hiu nng th trng : gi cao hn so vi i th , cu co gin t hn khi gi tng v co gin nhiu hn khi gi gim , th phn ln hn , m rng thng hiu thnh cng , chi ph thp hn , li nhun ln hn ( Keller , 2003 ) . o lng kt qu ti sn thng hiu s cho ra gi tr ti chnh ca thng hiu , hay cn gi l gi tr thng hiu Nghin cu ca Wasburn v Plank ( 2002) cn cho thy tng quan mnh gia thng hiu vi thi ( 0,723) v d nh mua ( 0, 646) i vi thng hiu . C 3 thnh phn then cht ca nh ngha v ti sn thng hiu da trn khch hng :
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(1) Tc ng khc nhau (2) Kin thc thng hiu (3) Phn ng ca ngi tiu dng i vi cc hot ng marketing Th nht , ti sn thng hiu xut pht t s khc nhau trong phn ng ca ngi tiu dng . Nu khng c s khc nhau , sn phm c tn thng hiu ch c th c phn loi nh l mt hng ho c bn hoc mt kiu sn phm chung , s cnh tranh trn ht da trn gi . Th hai , nhng phn ng khc nhau ny l kt qu ca kin thc ngi tiu dng v thng hiu , l nhng g ngi tiu dng , bit , cm thy , nhn thy , v nghe thy v sn phm nh kt qu kinh nghim bn thn theo thi gian . V vy mc d b nh hng mnh m bi cc hot ng marketing ca cng ty , ti sn thng hiu cui cng vn ph thuc vo nhng iu nm trong tm tr ca ngi tiu dng. Th ba phn ng khc nhau ca ngi tiu dng cu to nn ti sn thng hiu c phn nh trong nhn thc , s a thch , v hnh vi ng x lin quan n tt c cc kha cnh marketing ca mt thng hiu . L thuyt v m hnh CBBE ch o tp trung vo l thuyt ca Aaker v Keller , cc bi nghin cu ca Aaker v Keller ch ra mi quan h ca cc yu t trong m hnh CBBE , tuy nhin cc bi nghin cu tp trung kh nhiu vo hai yu t ct li ca CBBE l nhn thc v hnh nh ca thng hiu , tuy nhin gi m cho chng ta v tm quan trng ca hai yu t cn li trong m hnh CBBE l phn ng v s cng hng ca khch hng i vi thng hiu nh bi nghin cu ca Richard G. Netemeyera, Balaji Krishnan, Chris Pullig, Guangping Wang,Mehmet Yagci, Dwane Dean, Joe Ricks, Ferdinand Wirth . Vi ti ny chng ta s lm r hn tm nh hng ca hai yu t phn ng v quan h i vi thng hiu trong ti sn thng hiu .

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1.2. M hnh nghin cu.


ti ny c tip cn da trn m hnh CBBE ca Keller ( 2003) .

Kin thc thng hiu (1)Nhn thc (2) Hnh nh

Ti sn thng hiu CBBE

Phn ng v quan h thng hiu (3) Phn ng (4) Quan h

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Cc thnh phn o lng ca ti sn thng hiu ( CBBE)

Nhn thc thng hiu -Nhn bit -Nh li

Hnh nh thng hiu -Hiu nng -Hnh tng

Phn ng i vi thng hiu: -nh gi -Tnh cm

TI SN THNG HIU CBBE

Quan h vi thng hiu ( Cng hng thng hiu): -Trung thnh hnh vi -Gn b thi -thc cng ng -Cam kt nng ng

Kt qu : -Gi cao hn - co gin gi -Th phn -M rng thng hiu -Chi ph -Li nhun

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ng quan im ca Keler m hnh v ti sn thng hiu ca Aaker c cc thnh phn sau :

Nhn thc thng hiu

Cht lng cm nhn

Lin tng thng hiu

Lng trung thnh vi thng hiu

TI SN THNG HIU

Cc ti sn thng hiu khc

em li gi tr cho khch hang: -Tng cng din gii / x l thng tin. -Gia tng s tin tng vo quyt nh mua . -Tng mc hi lng khi s dng .

em li gi tr cho cng ty : -Nng cao tnh hu hiu v hiu qu ca cc chng trnh marketing . -Lng trung thnh vi thng hiu . -Gi c / Li nhun -M rng thng hiu -n by thng mi -Li th cnh tranh .

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Kt hp hai m hnh ny xy dng mt thng hiu mnh ta c thp thng hiu CBBE :

S cng hng

Quan h Quan h thng hiu v khch hng ?

nh gi

Cm nhn

Phn ng Phn ng ca khch hng?

Hiu nng

Hnh tng

ngha Thng hiu l g ?

S ni tri

Nhn din Thng hiu l ai ?

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Cc tiu thc con ca hnh khi xy dng thng hiu .

Lng trung thnh hnh vi, gn b thi , thc cng ng , s cam kt nng ng .

S cng hng

Cht lng , tnh ng tin cy , s quan tm , tnh u vit .

nh gi

Cm nhn

S m p vui v, ho hc , an ton , tha nhn ca x hi , t trng .


c im ca ngi s dng tnh hung mua v s dng , c tnh v gi tr, lch s , s k tha v kinh nghim .

Nhng c im th cp v s cp , tnh ng tin cy ca sn phm , bn , dch v tt ,tnh hu hiu ca dch v ,v s ng cm kiu dng v gi c .

Hiu nng

Hnh tng

Nhn din loi sn phm , nhu cu c tha mn

S ni tri

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Da trn cc m hnh trn chng ta xc nh cc tiu thc o lng cho ti sn thng hiu . ti ny ch tp trung vo o lng hai yu t trn cng ca thp l Phn ng v s cng hng ca khch hng i vi thng hiu vi cc tiu thc con p dng trn m hnh l : Phn ng ca khch hng :
-

nh gi thng hiu ( Brand Judgments ) : nh gi thng hiu bao gm cch thc khch hng phi hp nhng lim tng hiu nng v hnh tng ca thng hiu thit lp nn nhng loi kin khc nhau . + Cht lng thng hiu : lin quan n nhng thuc tnh v li ch

ca thng hiu . + Uy tn thng hiu : lin quan n nhng iu m ngi tiu dng nhn thc v cng ty hay t chc pha sau thng hiu c tht s tt nh nhng iu m h lm cho khch hng , gn lin vi mc m tng th thng hiu c coi nh l ng tin cy . + S quan tm n thng hiu : ph thuc vo vic khch hng thy thng hiu thch ng vi bn thn nh th no , l mc khch hng thy thng hiu ph hp v c ngha i vi bn thn h . + Tnh u vit ca thng hiu : lin quan n mc khch hng xem thng hiu l c o v tt hn nhng thng hiu khc . Tnh cm i vi thng hiu (Brand feelings ) : l nhng phn ng cm xc lin quan n thng hiu . + S m p : loi tnh cm m du ; thng hiu khin cho ngi tiu dng c c cm gic thanh bnh . + S vui v : kiu cm xc vui v , thng hiu khin cho ngi tiu dng cm thy vui v thch th . + S ho hc : mt kiu ca cm xc vui v , thng hiu khin cho ngi tiu dng c thm nng lng sng v cm gic c tri qua nhng g rt c bit .

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+ S an ton : Thng hiu to ra cm gic v s an ton , tin nghi v s t tin . + S chp nhn x hi : Thng hiu to ra cm xc tch cc cho ngui s dng v phn ng ca nhng ngi khc . + Tnh t trng : Thng hiu khin cho ngi tiu dng cm thy d chu hn v bn thn h .

S cng hng vi thng hiu .(Brand resonnance ) . - Lng trung thnh hnh vi ( Behavioral loyalty ) : th hin vic mua lp li v s lng sn phm mua . - S gn b v thi ( Attitudinal attachment ) : khch hng c thi tch cc xem thng hiu nh mt ci g c bit hn . - thc cng ng ( Sense of community ) : khch hng cm thy mt mi quan h gn gi vi nhng ngi khc cng s dng thng hiu . - Cam kt hnh ng ( Active engagement ) : l nhng ha hn v nhng hnh ng khc khng lin quan n vic mua v tiu dng nhng nh hng n thng hiu .

Tuy nhin c mt s l do chng ta khng th p dng nguyn bn m hnh o lng vi cc tiu thc trn : Th nht xy dng thng hiu buc phi thc hin t chn thp n nh thp theo mt trnh t , nn chng ta khng th khng cp n hai yu t ct li ca mt thng hiu l nhn thc v hnh nh ca thng hiu Th hai do c th sn phm ca cng ty nghin cu l sn phm xi mng nn cc tiu thc con v tnh cm buc phi thay i cho ph hp . T nhng l do trn chng ta cn thit phi xy dng li mt m hnh o lng cho ti ny mt cch ph hp hn .

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Vi sn phm l xi mng vic tri nghim mua nhiu ln l khng nhiu v ph hp vi thp CBBE nn Phn ng vi thng hiu chng ta cn quan tm n mt thi ca khch hng trong hnh nh thng hiu . p dng phng php c chp nhn rng ri hin nay thit lp thi l cng thc a thuc tnh : cho rng thi vi thng hiu c xem nh l chc nng ca cc thuc tnh v li ch lin quan ni tri . Daniel Katz nhn din 4 chc nng chnh ca thi : Chc nng v li Chc nng th hin gi tr Chc nng bo v c nhn Chc nng kin thc

Trong chc nng v li l chc nng ph hp vi sn phm xi mng v thi ca ngi tiu dng bt ngun t li ch h cm nhn c t chnh sn phm .T chng ta b sung tiu thc o lng trong phn ng vi thng hiu l tnh cm thi , vi vic tp trung o lng thi ca khch hng b sung cho cc tiu thc v mt tnh cm . Do tnh hnh c th ca doanh nghip ang nghin cu l cng ty xi mng Hi Vn y l mt cng ty tn ti lu nay nn chng ta khng cp nhiu n yu t Nhn thc , cn v hnh nh thng hiu chng ta khng i qu su m ch tp trung vo nhng thi thun li i vi sn phm h tr cho vic o lng phn ng ca khch hng . Cui cng ti ny ch tp trung vo o lng phn ng v quan h thng hiu ca khch hng . Chng ta khng nh mt ln na v ngha thc tin ca ti ny l nm bt suy ngh ca khch hng i vi thng hiu xi mng Hi Vn . Do doanh nghip ang bt u ti sinh li thng hiu sau mt thi gian kinh doanh khng thnh cng nn vic nm bt suy ngh ca khch hng s h tr cho nhng quyt nh marketing ca doanh nghip nh qung co , cc chin thut gi c , chit khu h tr to ra s gn b trung thnh ca khch hng v to dng ci nhn
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ng n v thng hiu trong tm tr ca khch hng .Ngoi ra ti ny s m thm ra nhng hng nghin cu mi cho doanh nghip khi cn thit . M hnh tiu thc o lng phn ng v quan h ca khch hng i vi thng hiu c xy dng li nh sau :

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Tnh cm thi Phn ng

Chc nng li ch Cht lng thng hiu Uy tn thng hiu S quan tm n thng hiu Tnh u vit ca thng hiu

nh gi

Hiu bit v phn ng v quan h thng hiu Lng trung thnh hnh vi

S cng hng .

S gn b v thi

thc cng ng

Cam kt hnh ng

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Tnh cm thi Phn ng

Chc nng li ch Cht lng thng hiu Uy tn thng hiu S quan tm n thng hiu Tnh u vit ca thng hiu

nh gi

Hiu bit v phn ng v quan h thng hiu Lng trung thnh hnh vi

S cng hng .

S gn b v thi

thc cng ng

Cam kt hnh ng

PHN 2 : PHN TCH THC TRNG HOT NG CA DOANH NGHIP

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2.1.Bo co thc t hot ng ca ngnh xi mng .


2.1.1. c im loi sn phm 2.1.1.1 Thng tin chung v chng loi sn phm Xi mng l loi vt liu quyt nh cht lng cng trnh xy dng. Trong s pht trin chung ca ngnh cng nghip xi mng, xi mng ang lu thng trn th trng c sn xut, cung ng t nhiu ngun, nhiu nh my nn c cc c tnh v cht lng khc nhau. Theo Phng K thut Tng cng ty Xi mng Vit Nam, xi mng thng dng lu hnh trn th trng hin nay l loi xi mng Poclng (khng cha ph gia khong) v xi mng Poclng hn hp (c cha ph gia khong). Cht lng xi mng c nh gi bng cc ch tiu c l, trong ch tiu quan trng nht l bn khng nn ca mu xi mng. Mc xi mng l ch s cng bn nn ca mu xi mng sau 28 ngy m (1 xi mng + 3 ct + to mu v th nghim trong iu kin tiu chun). Ch s bn nn cng cao, xi mng cng tt. Tiu chun xi mng Poclng Vit Nam hin nay quy nh 3 mc ch yu: 30, 40, 50, ngha l gi tr cng nn ca mu sau 28 ngy m ln hn hoc bng 30, 40, 50 N/mm2. Theo , c th hiu: xi mng PC 30 l xi mng Poclng mc 30, xi mng PCB 30 l xi mng Poclng hn hp mc 30, xi mng PC 40 l xi mng Poclng mc 40, xi mng PCB 40 l xi mng Poclng hn hp mc 40. iu cn lu l, do c im vng nguyn liu, hm lng cc xt to mu trong nguyn liu v mt phn do c im cng ngh sn xut nn cc loi xi mng c mu sc khc nhau, mi loi u c mu truyn thng c trng ca mnh. V vy, cc loi xi mng sn xut cc nh my c mu sc khc nhau nhng nu cng mc th cht lng vn tng ng nhau. Mu sc xi mng khng phi l ch tiu nh gi cht lng xi mng m ch do th hiu quen dng. iu cn lu na l, trn th trng hin nay ph bin bn 2 loi xi mng thng dng PCB 30 v PCB 40, trong xi mng PCB 30 c dng cho cc cng trnh xy dng dn dng v nh cao tng, xi mng PCB 40 (hoc PC 40, PC 50) dng cho cc cng trnh c yu cu kt cu b tng chu lc cao. s dng ng mc ch, tit kim v hiu qu, ngi tiu dng cn c t vn ca nh thit k hoc t nht cng phi tun th ch dn cch s dng c ghi trn v bao xi mng. Khng s dng ty tin v nu khng lng xi mng s dn n mc b tng thp hn so vi yu cu, nhiu qu li gy lng ph khng cn thit
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2.1.1.2. Nhng im ni bt ca loi sn phm Mc d vy, xi mng l mt sn phm c nhiu im c bit. - Trc ht xi mng l mt sn phm kh to ra c nhng lin tng khc bit(Points of difference Association) hon ton so vi nhng sn phm cng loi ca cc thng hiu khc. Nhng khc bit ny kh c th to lp t nhng c im bn trong ca sn phm m ch c th to lp t nhng c im bn ngoi sn phm. Nhng tiu chun cht lng c qui nh r rng cho sn phm khin cc doanh nghip b hn ch trong vic to ra im khc bit cho sn phm ca mnh. Cc cng ty sn xut v kinh doanh sn phm ny buc phi tun th cc tiu chun cht lng c qui nh r rng ny c c t cch hi vin trong ngnh sn xut xi mng v y chnh l nhng lin tng tng ng(Points of parity Associations) c chia s vi cc thng hiu khc. - Th hai do c im ca sn phm xi mng l loi hng ha nng, chi ph vn chuyn, bo qun ln nn nh hng n cht lng v gi thnh sn phm. Nu chi ph vn chuyn v bo qun tng cao th cc cng ty mun thu c li nhun buc phi gim cht lng h chi ph hoc tng gi thnh m bo li nhun. C hai cch lm trn u gy nh hng tiu cc n hnh nh thng hiu trong tm tr ngi tiu dng. V vy, trng lng ln l mt nhc im khi cn kim sot chi ph v gia tng li nhun. - Hnh thc tiu dng loi sn phm ny cng mang nhiu nt khc bit. i vi ngi tiu dng l cc h gia nh thng ch s dng vi tn sut thp, hnh vi mua lp li nhiu ln l khng cao, c th ch mua t mt n hai hoc ba ln trong i, vic la chn thng hiu ch yu do Nam gii quyt nh. Tuy nhin, khi mua thng mua vi khi lng ln, chi ph cao, ri ro ti chnh ln nn i hi s thn trng khi ra quyt nh la chn thng hiu cn mua- Qu trnh thu thp thng tin kh phc tp nhng thng tin lin quan n sn phm hoc thng hiu ch yu li c thu thp da trn s t vn ca nh sn xut hoc ngi bn, ch i khi l t s gii thiu ca ngi thn hoc bn b. - Khi tiu dng sn phm, nhng lin tng m ngi tiu dng cm nhn c phn ln lin quan n thuc tnh ca sn phm v li ch hiu nng ca n. Rt kh c c nhng lin tng v li ch biu tng hay li ch tri nghim. Khi
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ngi tiu dng c s hiu bit su sc v mt thng hiu xi mng no h s c thi thun li i vi thng hiu. Tuy nhin, thi thun li ny khng chc chn dn n hnh vi la chn thng hiu . - i vi ngnh sn xut v kinh doanh xi mng th cc dng cnh tranh ch yu l v gi c, v thng hiu, cc phng thc thanh ton cng nh cung ng sn phm. Tuy nhin, cnh tranh v gi l hnh thc cnh tranh nguy him nht. Cuc chin v gi d khin cc Cng ty cng nhau ri vo tnh trng khng hong hn l mang li nhiu li ch cho Cng ty. Trong khi , cc phng thc thanh ton v cung ng sn phm d dng b bt chc v n khng to ra c s khc bit cng nh s c o cho sn phm trong tm tr ngi tiu dng. Mt hnh thc cnh tranh c hiu qu nht hin nay l cnh tranh v thng hiu. Gi tr thng hiu ln, thng hiu mnh s to ra mt thun li ln cho cc cng ty khi kinh doanh mt hng ny. 2.1.2. Th trng ngnh 2.1.2.1 Cc phng thc cnh tranh trong ngnh i vi ngnh sn xut v kinh doanh xi mng th cc dng cnh tranh ch yu l v gi c, v thng hiu, cc phng thc thanh ton cng nh cung ng sn phm. Tuy nhin, cnh tranh v gi l hnh thc cnh tranh nguy him nht. Cuc chin v gi d khin cc Cng ty cng nhau ri vo tnh trng khng hong hn l mang li nhiu li ch cho Cng ty. Trong khi , cc phng thc thanh ton v cung ng sn phm d dng b bt chc v n khng to ra c s khc bit cng nh s c o cho sn phm trong tm tr ngi tiu dng. Mt hnh thc cnh tranh c hiu qu nht hin nay l cnh tranh v thng hiu. Gi tr thng hiu ln, thng hiu mnh s to ra mt thun li ln cho cc cng ty khi kinh doanh mt hng ny. 2.1.2.2 Cc thng hiu cnh tranh chnh C th ni tt c nhng thng hiu xi mng hin ang c mt ti th trng min Trung-Ty Nguyn u l nhng thng hiu cnh tranh ca nhau. Vic ginh git th trng v khch hng khin cc thng hiu ny ang phi bc vo mt giai on cnh tranh khc lit. Cng c thng hiu, pht trin thng hiu, nng cao gi tr thng hiu... cng u nhm mc ch l gia tng sc cnh tranh trn th
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trng. Hiu c ngha , xi mng Hi Vn trong qu trnh hot ng xc nh rng cnh tranh thng hiu l loi hnh cnh tranh chnh. Tuy nhin, vi nng lc hn ch, thng hiu Hi Vn khng th dn tri ngun lc cnh tranh vi tt c cc thng hiu khc. Cng chnh v l do , Cng ty cn phi xc nh cho mnh nhng thng hiu cnh tranh chnh. L nhng thng hiu xi mng kh mnh ti th trng Nng v c Cng ty xi mng Hi Vn nh gi l hai i th cnh tranh chnh ca mnh l thng hiu xi mng Kim nh v thng hiu xi mng Sng Gianh. Xi mng Kim nh v Sng Gianh cng c c nhng li th v a l nh xi mng Hi Vn, chnh v vy, Kim nh, Sng Gianh cng nh Hi Vn xc nh cho mnh th trng mc tiu l khu vc min Trung-Ty Nguyn. Vic gim ln th trng ca nhau khin cc thng hiu ny tr thnh nhng i th cnh tranh trc tip. Thng hiu th hai phi nhc n chnh l thng hiu Hong Thch ni ting. D thng hiu ny dn tri tt c cc th trng trong nc nhng gi tr thng hiu m Hong Thch c c mi th trng l rt ln. Bn cnh , thng hiu Hong Thch l mt thng hiu mnh, v vy c th ng tr trong tm tr ngi tiu dng bt k th trng no th thng hiu Hi Vn bt buc phi cnh tranh trc tip vi thng hiu Hong Thch. Mc d cng ty xi mng Hong Thch v cng ty xi mng Hi Vn u trc thuc tng cng ty xi mng Vit Nam, tuy nhin, trong giai on hi nhp nh hin nay th s thnh cng ca cng ty ny s l tr ngi cho s pht trin ca cng ty khc. Kinh doanh trn nhng phn on th trng ging nhau th cnh tranh l khng th trnh khi. Trong chin lc pht trin ca mi cng ty, chng vn c xem l thng hiu ca i th. Mt thng hiu xi mng ni ting khc l H Tin, thng hiu ny d xut hin ti th trng min Trung-Ty Nguyn khng sm nh Hi Vn hay Kim nh, nhng cng nh thng hiu Hong Thch, thng hiu ny cng c gi tr thng hiu rt ln. Ngay khi cha xut hin uy tn ca thng hiu ny cng c nhiu ngi bit n. C kh nhiu ngi a chung thng hiu ny, sc cnh tranh ca thng hiu l rt ng k. Thng hiu Xi mng H Tin l mt trong nhng thng hiu c c nc bit n. H Tin 1 c ngi tiu dng tin tng qua vic bnh chn l thng hiu mnh qua hai nm 2005 v 2006. Ti thi
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im xc nh gi tr doanh nghip c phn ha cng ty nm 2006, li th kinh doanh ch yu l gi tr thng hiu H Tin 1 c xc nh n 176,7 t ng. Sn phm ca H Tin 1 trong 10 nm lin (1997-2006) c ngi tiu dng bnh chn l hng Vit Nam cht lng cao ng u ngnh hng vt liu xy dng lin tc t nm 1997 n nay. c chng nhn ISO 9001:2000 do Quacert v DNV cp. Hn 20 huy chng vng t hi ch trin lm quc t ti Ging V (H Ni) v nhiu nm lin cc gii thng v cp vng. Chnh v l do , thng hiu ny c cng ty xi mng Hi Vn nh gi l thng hiu cnh tranh ln ca mnh. 2.1.3 . Th trng xi mng trong nhng nm va qua Thi gian qua, nng lc sn xut xi mng ca nc ta lun trong tnh trng thp hn nhu cu (xem thm bng 1). kp thi p ng nhu cu tiu th trong nc, cc doanh nghip phi nhp khu Clinkers v nghin thnh xi mng. Tuy nhin vi cch lm ny th li nhun thu c l khng cao do gi nhp khu Clinkers hin nay rt t. Mt khc, do s bp bn ca ngun nguyn liu nn vic duy tr mc gi bn xi mng trong nc l rt kh. Do xi mng vn l loi hng nh nc cn bnh n gi v nhim v bnh n gi xi mng c giao cho Tng cng ty Xi mng Vit Nam (doanh nghip chim khong 50% th phn). Thm vo , nh nc cn c mt s c ch h tr v ti chnh cho cc doanh nghip sn xut xi mng (nh: bn than cho sn xut xi mng vi gi thp, gim gi in cho lin doanh sn xut xi mng nm 2004...). Do vy, gi xi mng thi gian qua Vit Nam kh n nh, trong khi chi ph sn xut ca cc doanh nghip xi mng khng ngng tng ln. Ring nm 2006, cc doanh nghip xi mng s khng cn c s dng than vi gi u i na th gi xi mng s buc phi tng vi mc ng k.

Tnh hnh cung cu xi mng Vit Nam

n v

2000

2001

2002

2003

2004

2005

Triu Tn Nhp khu Clinkers

0,2

1,5

3,5

4,1

4,1

4,5

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So nm trc (NT=100)

750,0

233,3

117,1

100,0

109,8

Triu Tn Sn lng sn xut

13,3

16,1

21,1

24,1

25,3

28,0

So nm trc (NT=100)

121,1

131,1

114,2

105,0

110,6

Triu Tn Tiu th trong nc

13,0

16,1

21,1

24,1

25,2

27,5

So nm trc (NT=100)

123,5

131,1

114,2

104,6

109,1

2.2.Bo co thc t hot ng ca cng ty xi mng Hi Vn . 2.2.1 Qu trnh hnh thnh v pht trin cng ty: Cng ty xi mng Hi Vn l doanh nghip nh nc trc thuc tng cng ty xi mng Vit Nam, tin thn l xi nghip lin doanh xi mng Hong Thch vi cng sut 80000 tn / nm vo nm 1990 ti khu cng nghip Lin Chiu thnh ph Nng. n thng 04 / 1994, nhm p ng nhu cu xy dng ngy mt gia tng ca th trng Qung Nam Nng ni ring v khu vc min Trung ni chung, cng ty c chnh ph, B xy dng v UBND thnh ph Nng cho php u t thm mt nh my nghin xi mng vi cng sut thit k 520000 tn / nm do hng KRUPP POLYSIUS ca Cng ha lin bang c cung cp thit b, lp t v chuyn giao cng ngh a vo s dng u nm 1999. Cng ty xi mng Hi Vn lun phn u l mt trong nhng nh cung ng vt liu xy dng hng u khu vc min Trung v Ty Nguyn. Vi cng sut thit k 600000 tn / nm v dy chuyn sn xut hin i, cng ty c B khoa hocj v cng ngh tng gii thng cht lng Vit Nam 2007 cho loi hnh doanh nghip sn xut ln. Sn phm xi mng Hi Vn cung cp cho cc cng trnh ln trong
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khu vc nh Hm ng b Hi Vn, cu Sng Hn, cu Thun Phc, chn sng cng Tin Sa v nhiu cng trnh h tng giao thng nng thn khc. Trong nhng nm qua, cng ty xi mng Hi Vn a ra th trng gn 5000000 tn xi mng t tiu chun Vit Nam, trong 2 cng ty xi mng ln l cng ty xi mng H Tin 1 v cng ty xi mng Hong Thch k hp ng gia cng vi sn lng ln. Thng 09/2000, cng ty xi mng Hi Vn ch cp giy chng nhn h thng qun l cht lng theo tiu chun ISO 9002 : 1994, n thng 03/2003 th chuyn sang phin bn ISO 9001:2001 v duy tr cho n nay. Thng 03/2001, cng ty xi mng Hi Vn chnh thc l n v thnh vin ca tng cng ty xi mng Vit Nam, l n v sn xut xi mng duy nht ca tng cng ty xi mng Vit Nam ti khu vc Nam min Trung v cc tnh Ty Nguyn. Va c li th v v tr a l, va l thnh vin ca tng cng ty xi mng Vit Nam, cng ty xi mng Hi Vn c vai tr chin lc trong vic pht trin ngnh xi mng ca tng cng ty xi mng Vit Nam ti cc tnh Nam min Trung v Ty Nguyn. Thng 04/2006, Th tng Chnh ph ban hnh quyt nh v vic sp xp, i mi cng ty nh nc trc thuc tng cng ty xi mng Vit Nam. Tip theo, n thng 03/2007 B trng B xy dng ban hnh quyt nh s 367/ Q-BXD v vic thc hin c phn ha cc cng ty thnh vin hch ton c lp thuc Tng cng ty xi mng Vit Nam. Trong , cng ty xi mng Hi Vn l doanh nghip c thc hin c phn ha trong nm 2007. Vn phng chnh v c s sn xut ng ti khu cng nghip Lin Chiu : S : 65 Nguyn Vn C - qun Lin Chiu thnh ph Nng in thoi : 0511.842095 - 0511.842622 Fax : 0511.842441 Email : xmhaivan@dng.vnn.vn Cng ty xi mng Hi Vn c cc chc nng hot ng kinh doanh nh sau: Cng nghip sn xut xi mng Kinh doanh xi mng cc loi

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2.2.2. t chc ca cng ty:

Gim c

Ph Gim c Kinh Doanh

Ph Gim c K Thut

Phng KT-TK-TC

Phng HC-QT

Phng TC- L-TL

Phng KT - KH

Phng KD

Phng K Thut

Phng KSC

Phn Xng 1

Phn Xng 2

Phn Xng C

Lnh o m bo c ngun lc cn thit v con ngi cng nh c s vt cht k thut thc hin c hiu lc v c hiu qu cc qu trnh sn xut kinh doanh v cung cp cc dch v. trin khai thc hin c hiu qu cc k hoch c hoch nh, Lnh o cng ty quy nh chc nng, quyn hn v cc mi quan h gia cc phng ban, phn xng trong cng ty nh sau: Gim c cng ty: Hoch nh chnh sch v mc tiu cht lng. Cung cp ngun lc duy tr hot ng ca h thng cht lng T chc b my qun l, xy dng chin lc pht trin
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Hoch nh, t chc, iu hnh, kim tra tt c cc hot ng sn xut kinh doanh, trc tip ph trch cc phng Kinh t- K hoch Ti chnh, phng T chc- Lao ngTin lng v phng Hnh chnh- Qun tr Ph gim c k thut: Ph trch iu hnh ton b lnh vc k thut sn xut gm: k hoch sn xut, k hoch sa cha ln, k thut cng ngh, c in, an ton lao ng, cht lng sn phm, tin b khoa hc k thut, ph tng thit b phc v cho sn xut, cng tc sa cha thit b cng ngh, cng tc phng chng bo lt. Ph trch trc tip cc lnh vc: k thut, KCS, cc phn xng Ph gim c kinh doanh: Ph trch iu hnh cc hot ng trong lnh vc kinh doanh gm: K hoch kinh doanh, t chc mng li tiu th sn phm, cng tc u t mua sm vt t, thit b v nguyn vt liu m bo cho k hoch sn xut. Ph trch trc tip cc phng: Phng Kinh t k hoch v phng Kinh doanh. Phng Kinh t - Thng k - Ti chnh Chu trch nhim qun l vn, lp k hoch ti chnh cho cng ty, thc hin ngha v np ngn sch, trch lp cc qu Phng Hnh chnh Qun tr: Chu trch nhim theo di, gim st v php ch vi cc vn bn cng ty gi i hoc nhn c, lu tr ti liu, h s ca cng ty, qun l, t chc sa cha c s vt cht ca cng ty. Phng T chc Lao ng Tin lng:

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Xy dng, ban hnh ni quy lao ng. Thc hin tuyn dng, o to, sp xp ngun nhn lc cho cng ty, xy dng bc lng cho cn b cng nhn vin, theo di cng tc thi ua, khen thng, k lut trong ton cng ty. Phng Kinh t - K hoch Xy dng v nh gi k hoch sn xut kinh doanh, k hoch u t. Tham gia khai thc la chn nh cung cp, t chc mua v tip nhn hng ha theo hp ng. Xy dng v kim tra vic thc hin cc hp ng kinh t c k kt, theo di bo co tnh hnh kinh doanh cho gim c. Phng Kinh doanh: Lp k hoch cung ng sn phm cho cc nh phn phi, thu thp thng tin v th trng, tm kim khch hng, theo di vic tiu th sn phm theo cc hp ng, gii quyt khiu ni ca khch hng. Phng K thut: Chu trch nhim theo di, gim st k thut, cc qu trnh cng ngh. Thng xuyn nghin cu gi n nh v tm kim cc bin php nng cao cht lng sn phm, hiu qu sn xut, nghin cu v pht trin cc sn phm mi. Thc hin k hoch bo dng, sa cha cc thit b sn xut, qun l cc thit b o lng. Ch tr cng vi cc n v xy dng v o dng cc nh mc kinh t k thut. Nghin cu, xut, thm nh cc sng kin, ci tin k thut v cc bin php hp l ha sn xut. Phng KCS: Kim tra v th nghim tt c nguyn vt liu nhp vo cng ty, bn thnh phm v thnh phm. Theo di tnh trng, cht lng ca nguyn vt liu ra n phi liu cho cc phn xng sn xut trn c s m bo cc yu cu v cht lng, duy tr n nh cht lng sn phm mc hp l, kt hp hi ha gia cht lng cnh tranh v gim chi ph sn xut cho nguyn vt liu. Thc hin k hoch kim nh, hiu chun cc thit b o lng, kim tra, th nghim. Cc phn xng sn xut: T chc sn xut cc loi sn phm m bo cc thng s v cht lng theo k hoch ca cng ty.
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Vn hnh thit b sn xut m bo cc quy trnh, quy phm v vn hnh v an ton trong sn xut. Nghin cu xut cc phng n hp l ha trong sn xut, p dng cc tin b k thut nng cao nng lc v hiu qu lm vic ca thit b cng ngh, gim tiu hao vt t, nguyn vt liu. 2.2.3. Th trng ca Cng ty 2.2.3.1. i tng khch hng Khch hng ca cng ty bao gm cc nhm i tng sau: - Khch hng l nh phn phi vt liu xy dng (chim 90%) ca Cng ty Xi mng Hong Thch. Nhm khch hng ny c chc nng tiu th sn phm xi mng mang thng hiu Hong Thch do Cng ty xi mng Hi Vn gia cng theo hp ng. - Khch hng l cc i l tiu th xi mng thc hin vic tiu th sn phm ca cng ty xi mng Hi Vn. - Sau khi chnh thc sn xut li xi mng mang thng hiu Hi Vn th Cng ty c bit quan tm n mt nhm i tng khch hng quan trng khc nhm tha mn tt nht nhu cu ca h l i tng Ngi tiu dng cui cng(ch yu l cc nh thu xy dng v cc h gia nh) 2.2.3.2. Th trng mc tiu Cng ty phn khc th trng theo khu vc - Th trng trng im: Khu vc Nng, Qung Nam, tiu th t 60%-80% sn lng. y l th trng tim nng mang li hiu qu cho qu trnh kinh doanh ca Cng ty. Quy m tng trng ti y ang c y mnh, c nhiu khu cng nghip, khu ch xut, thu ht nhiu nh u t trong nc v nc ngoi, to nhiu c hi kinh doanh. Mc d vy, ri ro trong kinh doanh ti khu vc ny l thp nht do c nhiu iu kin tm hiu, kho st v gim st hot ng ca cc khch hng. - Th trng tim nng: Khu vc Qung Ngi(ng lu l khu lc du Dung Quc), Bnh nh, Quy Nhn v cc tnh Ty Nguyn khu vc ny tiu th t 20%40% sn lng. y cn l th trng mc tiu v trong tng lai cc vng t trn s c u t pht trin mnh.
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PHN 3 : KT QU NGHIN CU
3.1.Mc tiu nghin cu .
Gn lin vi mc tiu ca ti l nm bt suy ngh ca khch hng gia tng hiu nng ca th trng , xc nh mc phn ng ca khch hng i vi thng hiu Hi Vn . ti nhm nghin cu nhng tc ng khc nhau gia cc yu t n phn ng v cng hng ca thng hiu v mi quan h tng quan gia cc yu t .

3.2. Phng php nghin cu .


3.2.1.Phng php thu thp d liu . ti s dng d liu s cp thu thp t th trng ngi tiu dng dn dng . D liu c thu thp bng phng php phng vn trc tip bng bng cu hi . Mu c chn la l nhng ngi c s quyt nh hoc c nh hng trong vic mua vt liu xy dng i vi ngi nh ca mnh . Mu thu thp c phng vn ngu nhin trn th trng Nng . S lng mu s dng xi mng Hi Vn l 148 ngi v s ngi cha s dng Hi Vn l 52 . 3.2.2.Thit k bng cu hi . Bng cu hi bao gm 21 cu chia lm 3 phn chnh : - T cu 1 n cu 9 s dng hi kin thc thng hiu ca ngi tiu dng . - T cu 10 n cu 17 s dng hi v phn ng ca ngi tiu dng . - T cu 17 n cu 21 s dng hi v s cng hng ca ngi tiu dng i vi thng hiu . 3.2.3. Phn mn h tr v phng php kim nh .

phn tch nhng s liu thu thp c t bng cu hi , ti s dng phn mm h tr SPSS . Thc hin tin trnh phn tch theo trnh t nh sau :
-

Thc hin m ha i vi cc tiu thc trong bng cu hi : Variable View . Nhp d liu thu thp c sau khi m ha : Data View . Kim nh tin cy i vi tt c cc tiu thc ca mt nhn t: Analyze / Scale / Reliability Analysis .
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Gp tt c cc tiu thc ca mt nhn t thnh mt tiu thc chung : Data Reduction / Factor .

Thng k m t : Analyze / Descriptive Statistic / Frequency . M t so snh phn phi hai chiu : Analyze / Descriptive Statistic / Crosstabs .

Kim nh mi tng quan : Analyze / Regression / Linear . Phn tch khc : Anova , T-test .v.v .

3.3.Kt qu nghin cu.


3.3.1.Kim nh tin cy ca cc tiu thc . tin cy ca cc tiu thc trong cu Q7 v cc yu t quan tm ca khch hng khi la chn s dng thng hiu xi mng l 0,684 . tin cy ca cc tiu thc trong cu Q8 v cc c im thun li ca thng hiu Hi Vn l 0,902 . tin cy ca cc tiu thc trong cu Q9 v tnh c o ca thng hiu Hi Vn l 0,844 . tin cy ca cc tiu thc trong cu Q13 v s quan tm ca khch hng i vi thng hiu Hi Vn l 0,762 ( loi b hai tiu thc 3 v 4 do khng tng thch vi cc tiu thc khc ) . tin cy ca cc tiu thc trong cu Q16 v tnh cm thi i vi thng hiu Hi Vn l 0,664 . tin cy ca cc tiu thc trong cu Q17 v phn ng ca ngi tiu dng i vi thng hiu Hi Vn l 0,930 . tin cy i vi cc tiu thc trong cu Q18 v lng trung thnh hnh vi i vi thng hiu Hi Vn l 0,863 ( loi b hai tiu thc 3 v 4 do khng tng thch vi cc tiu thc khc ) . tin cy i vi cc tiu thc trong cu Q21 v s cng hng ca khc hng i vi thng hiu l 0,927 .

35

3.3.2.M t .
3.3.2.1. Kin thc thng hiu . Khi cp n th trng xi mng Nng th c 71/200 ngi khng nh n thng hiu xi mng Hi Vn chim 35,5% v 50/200 ngi nh n xi mng Hi Vn u tin chim 25% .

Hai Van

80

60

Frequency

40

20

0 khong nho den vi tri 1 vi tri 2 vi tri 3 vi tri 4 vi tri 5

Hai Van

So vi ngnh th Sng Gianh l thng hiu c nh n u tin nhiu nht chim 32,5% v thng hiu Kim nh l thng hiu c nh n u tin t nht ch chim 5,5% v ngi tiu dng khng nh n thng hiu ny l 63%. Tuy nhin khi c nhc n th thng hiu Hi Vn c ngi tiu dng nhn ra n 98% . i vi logo ca thng hiu Hi Vn th ch c 39 /200 ngi nhn din ra logo ca cng ty ny chim 19,5 % . Khi la chn thng hiu xi mng s dng th yu t nh thu t vn c ngi tiu dung quan tm hn c c n 82,5% cho rng h quan tm n nhng g m nh thu xy dng t vn cho h trong vic la chn mt thng hiu xi mng s dng . c bit hin ti i vi yu t qung co tht s cha tc ng n
36

ngi tiu dung ch c 7% cho rng h c quan tm n cc qung co xi mng cn 93% th khi la chn mua mt thng hiu xi mng s dng h khng b tc ng bi yu t qung co . i vi cc yu t quan tm khi la chn mt thng hiu xi mng s dng th tt c cc yu t c cho im vi mc ng tnh kh cao ( trn 70%) . Vi thng hiu Hi Vn kin thc thun li m ngi tiu dng ngh n c mc ng tnh l 63,45% . V s c o th a s ngi tiu dng cho rng Hi Vn khng c s c o ngha l khng c s khc bit i vi cc thng hiu khc ,tuy nhin v im kh nng chng thm tt th c n 51,4 ngi tiu dng cho rng Hi Vn c o im ny . 3.3.2.2. Phn ng vi thng hiu ca khch hng . Trn y l nhng m t v kin thc thng hiu ca khch hng i vi thng hiu Hi Vn , t nhng ngi tiu dng c nhng phn ng i tng ng nh sau : i vi ngi tiu dng s dng v cha tng s dng th phn ng chung ca h i vi thng hiu Hi Vn l 45,93% ngi tiu dng c mc phn ng thun li i vi Hi Vn . Trong vi ngi tiu dng cha s dng Hi Vn th c 36,27% c phn ng tt vi thng hiu . Qua kt qu thng k c th phn ng ca ngi tiu dng i vi thng hiu Hi Vn ch tht s r vic nh gi cht lng vi gi tr mode l 2 c ngha l ngi tiu dng nh gi cht lng Hi Vn l tt mc ng . Cn li vi cc tiu thc nh gi khc nh nh gi v s quan tm , nh gi v uy tn v nh gi v tnh u vit ca thng hiu Hi Vn th tp trung mc kh ng v trung lp . Khi c hi v cht lng ca thng hiu Hi Vn th c 69,5% ngi tiu dng cho rng thng hiu Hi Vn c cht lng t mc kh tt cho n rt tt

37

danh gia chat luong xi mang Hai Van

40

30

Percent

20

10

0 rat tot tot kha tot trung lap kha khong tot khong tot hoan toan khong tot

danh gia chat luong xi mang Hai Van

nh gi v uy tn ca Hi Vn c 35% cho rng thng hiu ny ng tin tng v 14% hon ton tin tng , ngoi ra vn c 9,5% ngi tiu dng kh khng tin tng thng hiu ny . i s quan tm i vi thng hiu Hi Vn tiu thc ny ch xem xt cu tr li ca nhng ngi v ang s dng xi mng Hi Vn . c 130 ngi tng s dng xi mng Hi Vn v 18 ngi ang s dng th c 58,8% ngi tiu dng s gii thiu cho ngi khc khi h c nhu cu mua xi mng v c 7% cho rng h thy Hi Vn khng ph hp nu ln sau s dng th s thay i thwong hiu khc . Ngoi ra c 30,4% ngi tiu dng cho rng h s dng Hi Vn nhng khng quan tm n iu g ht . nh gi v tnh u vit ca thng hiu so vi cc thng hiu khc th ngi tiu dng cho rng :

38

loi ich thuong hieu Hai Van cung cap so voi thuong hieu khac

60

50

40

Percent

30

20

10

0 hoan toan nhieu hon nhieu hon trung lap it hon

loi ich thuong hieu Hai Van cung cap so voi thuong hieu khac

Nhng ngi v ang s dng Hi Vn th c n 51,4% khng c kin khi nhn ra li ch m Hi Vn mang li cao hn thng hiu khc 29,7% cho rng li ch mang li nhiu hn v 6,8% cho rng li ch mang li rt nhiu . Nh trnh by phn c s l lun phn ng ca ngi tiu dng i vi mt thng hiu bao gm hai tiu thc l nh gi v tnh cm i vi thng hiu nhng do xi mng l mt sn phm c bit khng c hnh thi xc nh v qu trnh tip xc khng thng sing nn v mc ch quan cho rng loi sn phm ny s khng to nn tnh cm pha ngi tiu dng . Tuy nhin xem xt li kin ny trong bng cu hi vn a ra cc tiu thc v kha cnh tnh cm ngi tiu dng xem xt v nh gi . L do v vic nghin cu li kha cnh tnh cm i vi loi sn phm ny l do mc ch s dng ca xi mng , ta c bit xi mng l to nn cc cng trnh v i vi ngi tiu dng dn dng th xi mng c dng xy nn ngi nh sinh sng ca h , v chnh ngi nh l ni to ra nhiu tnh cm nht i vi mi con
39

ngi v cng chnh v iu ngi nh s gin tip to nn tnh cm i vi cc thng hiu xi mng , do i vi nhiu ngi to nn mt ngi nh l mt vic rt quan trng chnh v iu h s la chn nhng thng hiu xi mng m h tin tng nht c tnh cm nht s dng thng qua cc ngun thng tin m h c trc y cng nh s t vn ca ngi khc . cu 15 trong bn cu hi , khi c hi v nhng tnh cm ca mnh i vi ngi nh m mnh ang sinh sng th n 96,5% ngi tiu dng iu din t nhng tnh cm tt p v ngi nh ca mnh v nhng m c v mt ngi nh m to cho h nhiu cm xc .Cn 3,5% ngi tiu dng cn li khng phi h c nhng tnh cm khng tt p v ngi nh ca mnh m h din t tnh cm v ngi nh thin v din mo ngi nh h cho rng n c k v mong mun c thay i . T i vi nhng ngi v ang s dng xi mng Hi Vn thng qua ngi nh ca mnh ngi tiu dng cho rng khi s dng Hi Vn cho h cm gic v mt ngi nh an ton vi 87,8% . Cn cc tiu thc khc th phn ln ngi tiu dng trung lp trong kin ca mnh .

camg v n o n a a to n iac e g i h n a

125

Frequency

100

7 5

5 0

2 5

0 khon tra loi g d gy on trun la g p kho d g y ng on

ca g ve ng i n a an toan m iac o h

Qua nghin cu th sp xp so snh trc tip v cht lng ca cc thng hiu ni chung p ng c nhu cu ca ngi tiu dng vi thang o t 1 n 6 ( vi 1 l cht lng p ng tt nht , v 6 l cht lng thp nht )

40

Nh vy c th thy rng ngi tiu dng sp xp Hi Vn nhiu nht mc th 3 so vi ton ngnh v im trung bnh ton ngnh v cht lng p ng nhu cu sn phm nh sau . Sng Gianh Kim nh Hi Vn Hong Thch 2,815 3,39 3,015 2,635 2,88 5,555 H Tin Khc

C th thy im sp xp trung bnh ca Hi Vn l 3,015 chng t ngi tiu dng cho rng Hi Vn ng th 3 trong ngnh v cht lng p ng nhu cu ca h .Ton ngnh th Hong Thch c cho l p ng tt nht nhu cu s dng ca ngi tiu dng . 3.3.2.3 . S cng hng thng hiu ca khch hng . Trn y l tt c nhng m t v phn ng ca ngi tiu dng i vi thng hiu xi mng Hi Vn .T nhng phn ng th ngi tiu dng s c mi quan h nh th no i vi Hi Vn s c m t thng qua cc tiu thc v lng trung thnh v hnh vi , s gn b thi , thc cng ng v cam kt hnh ng. Khi c hi v hnh ng khi c nhu cu v s dng xi mng i vi nhng ngi s dng Hi Vn th ch c 13,5% cho rng s mua Hi Vn bt c khi no cn , v 12% cho rng s i n ca hng khc mua nu khng c xi mng Hi Vn m h cn mua . 87,8% ngi tiu dng cho rng h s mua loi xi mng khc thay th Hi Vn khi khng c v 11,5% cho rng h khng cn mun s dng Hi Vn na . Trong 148 ngi s dng Hi Vn th c n 30,4% cho rng h s chuyn qua dng mt thng hiu c th khc trong 8,1% cho rng h s chuyn qua dng Hong Thch thay th Hi Vn v hai thng hiu khc cng c ch r thay th cho Hi Vn l Sng Gianh v H Tin , 7,4% cho rng h s chuyn qua dung Sng Gianh cng nh 7,4% chuyn qua dung H Tin . Ch c 11,5% ngi tiu dng cho rng h khng c nh thay th Hi Vn bng thng hiu khc , iu ny cng tng ng vi s ngi tiu dung cho rng h s mua Hi Vn bt c khi no cn v s i n ca hang khc tm thng hiu ny nu khng c sn .Mt con s cn lu l c n 58,1% ngi s dng xi
41

mng Hi Vn cho rng h s mua bt c loi no khc thay th xi mng Hi Vn m khng ch r loi no . Qua nhng nhn nh t pha ngi tiu dng th khi c hi trc tip v thng hiu xi mng m h cho rng h trung thnh th c kt qu nhu sau :

Loai thuong hieu xi mang trung thanh

60

50

40

Percent

30

20

10

0 khong trung thanh Song Gianh Kim Dinh Hai Van Hoang Thach Ha Tien Bim Son

Loai thuong hieu xi mang trung thanh

Cu hi ny c s dng cho c nhng ngi cha s dng Hi Vn . Kt qu cho thy ch c 8,5% cho rng H trung thnh vi Hi Vn trong khi thng hiu Hong Thch c ch s trrung thnh gp i l 16% . C n 52,5% cho rng h khng trung thnh vi bt c sn phm ca thng hiu xi mng no . khng nh li mi quan h ca ngi tiu dng khi s dng thng hiu Hi Vn cu 21 kt qu ch ra rng : c 11,5% ngi tiu dng cho rng h s c gng mua c thng hiu Hi Vn khi c nhu cu . Theo chiu hng thun li ( t mc kh ng n mc hon ton ng ) th s ngi tiu dng cho rng h tht s thch xi mng Hi Vn l 33,1% , trong ng l 25,7% v hon ton ng l 0,7%. C 69,9% ngi tiu dng cho rng h s nh n Hi Vn nu n khng cn trn th trng na trong mc kh ng chim 48%.
42

27% ngi tiu dng cho rng Hi Vn c bit i vi h trong 21,6% mc kh ng . 37,8% ngi tiu dng cho rng nhng ngi ging h s s dng thng hiu Hi Vn . 12,2% ngi tiu dng cho rng h thch ni v thng hiu Hi Vn khi bn chuyn xy nh vi ngi thn bn b . 23% tm kim v quan tm v nhng thng tin ca thng hiu ny . 33,1% ngi tiu dng cho rng h s hnh din v thoi mi khi ngi khc bit h s dng Hi Vn lm nn ngi nh ca mnh , trong mc kh ng l 21,6%. 3.3.3.Kt qu phn tch . kim chng cc mi tng quan ca cc tiu thc chng ta tin hnh a ra mt s gi thuyt kim nh nh sau : - Gi thuyt 1 : C s ging nhau v vic xp hng i vi thng hiu Hi Vn gia nhng ngi s dng v cha s dng Hi Vn . - Gi thuyt 2 : C s ging nhau trong kin nh gi cht lng v uy tn thng hiu ca nhng ngi s dng v nhng ngi cha s dng sn phm Hi Vn ? - Gi thuyt 3 : C mi tng quan gia nh gi cht lng thng hiu v uy tin ca thng hiu . - Gi thuyt 4 : Cc tiu thc nh gi v cht lng thng hiu uy tn thng hiu , s quan tm n thng hiu , tnh u vit v tnh cm i vi thng hiu c mi tng quan vi bin phn ng ca ngi tiu dng i vi thng hiu vi mc khng nh nhau ? - Gi thuyt 5 : Tiu thc tnh cm tht s c ngha trong phn ng ca khc hng hay khng ? - Gi thuyt 6 : Bin Phn ng ca ngi tiu dng c quan h vi bin Quan h hay khng ? - Gi thuyt 7 : So snh mc trung thnh ca ngi tiu dng nh gi cht lng cc mc khc nhau .
43

- Gi thuyt 8 : Snh snh mc trung thnh ca ngi dng nh gi uy tn ca Hi Vn cc mc khc nhau . - Gi thuyt 9 : S gn b thng hiu c mi tng quan vi lng trung thnh v hnh vi ca khch hng i vi thng hiu Hi Vn . - Gi thuyt 10 : nhng lim tng thun li c mi quan h tng quan vi vic nh gi cht lng thng hiu ca ngi tiu dng . - Gi thuyt 11 : C s ging nhau trong lim tng thun li ca nhng ngi tiu dng s dng Hi Vn v nhng ngi cha s dng Hi Vn . Kt qu - Gi thuyt 1 : Kim nh v s ging nhau ca hai bin ngi s dng v xp hng sn phm ca Hi Vn chng ta s s dng kim nh phi tham s cho hai mu c lp v y khng phi l hai mu nh lng . Ta c gi tr Mann-Whitney U = 3276,000 , gi tr Z= -1,640 v p-value = 0,101 nn ta bc b Ho ngha l c s khc nhau trong xp hng Hi Vn gia nhng ngi s dng Hi Vn v nhng ngi cha s dng Hi Vn . - Gi thuyt 2 : - S dng kim nh T-test so snh kin nh gi v cht lng th kt qu c nh sau : Nhng ngi c s dng Hi Vn c mc im nh gi trung bnh l 2,9459 v nhng ngi cha s dng Hi Vn c im nh gi trung bnh l 3,0769 . C t = - 0,765 v p-value = 0,445>0,05 ngha l c s ging nhau trong kin nh gi cht lng ca ngi s dng v cha s dng Hi Vn i vi thng hiu ny . - S dng kim nh T-test so snh kin nh gi ca ngi tiu dng s dng Hi Vn v nhng ngi cha s dng Hi Vn v uy tn ca thng hiu ny.

44

Nhng ngi s dng Hi Vn c mc im nh gi trung bnh i vi uy tn thng hiu Hi Vn l 2,7027 v ngi tiu dng cha s dng Hi Vn c mc im nh gi uy tn thng hiu ny l 3,0577 . C t = -2,163 v p-value = 0,032 < 0,05 ngha l mc nh gi v uy tn ca thng hiu Hi Vn l khng ging nhau . C th l nhng ngi tiu dng c s dng Hi Vn th mc tin tng ca h cao hn nhng ngi cha s dng Hi Vn .

3,075

Mean of danh gia chat luong xi mang Hai Van

3,05

3,025

3,00

2,975

2,95

co su dung

chua su dung

su dung xi mang Hai Van

-Gi thuyt 3 :

45

- Kim nh mi tng quan ca hai bin nh gi cht lng v uy tn thng hiu ta dng phng php kim nh tng quan hi qui tuyn tnh v hai bin ny l hai bin nh lng .
5,00

muc do tin tuong xi mang Hai Van

4,00

3,00

2,00

R Sq Linear = 0,737

1,00 1,00 2,00 3,00 4,00 5,00 6,00 7,00

danh gia chat luong xi mang Hai Van

Qua biu chng ta c th thy mt mi quan h tng quan iu ny s c kim nh li c kt qu nh sau : Vi F = 554,791 v p-value = 0,000 chng ta c th khng nh rng c mi tng quan gia hai bin trn hay c s tn ti ca m hnh hi qui . Vi R2 = 0,737 ngha l cht lng thng hiu gii thch 73,7% uy tn ca thng hiu . Ta c R2a = 0,736 h s ny ch cho ta bit mi quan h ny l cht ch . Ta c t1 = 23,554 v p-value = 0,000<0,05 nn mi tng quan ny c h s b1 = 0,743 . Ta c th xy dng phng trnh hi qui : yi =0,20881 + 0,992 xi + e .

46

C th khng nh gia nh gi cht lng thng hiu v nh gi uy tn thng hiu c mi tng quan dng vi nhau , uy tn thng hiu s tng ln khi cht lng thng hiu tng vi h s b1 = 0,992
-

Gi thuyt 4 : Vi kim nh ny chng ta ch kim nh da trn nhng khch hng c s dng Hi Vn xem xt phn ng chung ca h

S dng phng php kim nh hi qui tuyn tnh cho . - nh gi cht lng vi bin phn ng ca ngi tiu dng
3,00000

nhan to chung ve phan ung cua nguoi tieu dung doi voi thuong hieu Hai Van

2,00000

1,00000

0,00000

-1,00000 R Sq Linear = 0,789

-2,00000 1,00 2,00 3,00 4,00 5,00 6,00 7,00

danh gia chat luong xi mang Hai Van

Qua vic quan st bng biu trn chng ta c th nhn thy mi tng quan gia vic nh gi cht lng ca khc hng vi phn ng ca h . kim nh li iu ny ta dng m hnh hi qui tuyn tnh : V h s F=545,796 v p-value = 0,000 nn ta c th khng nh tn ti m hnh hay tn ti mi quan h gia hai bin nh gi cht lng v phn ng ca ngi tiu dng .
47

Ta c R2 = 0,789 c ngha l bn s cht lng s gii thch 78,9% phn ng ca ngi tiu dng . Ta c R2a = 0,788 , ta c th kt lun mi quan h gia hai bin ny cht ch Ta c t1=23,362 v p-value = 0,000<0,05 nn khng tn ti mi quan h gia hai bin vi h s gc b1 = 1,393 Ta c th lp phng trnh hi qui nh sau : yi = 2,946 + 1,393xi + e - Kim nh mi tng quan gia uy tn ca thng hiu vi phn ng ca ngi
nhan to chung ve phan ung cua nguoi tieu dung doi voi thuong hieu Hai Van

tiu dng .
3,00000

2,00000

1,00000

0,00000

-1,00000 R Sq Linear = 0,626

-2,00000 1,00 2,00 3,00 4,00 5,00

muc do tin tuong xi mang Hai Van

Thng qua vic quan st bng th chng ta c th thy rng c mi tng quan gia hai bin uy tn thng hiu vi phn ng ca ngi tiu dng . Vi F = 243,934 v p-value = 0,000 c th khng nh tn ti mi quan h gia hai bin ny . Vi R2 = 0 ,626 bin uy tn thng hiu s gii thch 62,6 % phn ng ca ngi tiu dng , v R2a = 0,623 chng t mi quan h ny l kh cht ch . Ta cng c phng trnh hi qui nh sau : yi = 2,703+ 1,033 xi + e

48

- Kim nh v mi tng quan gia s quan tm vi phn ng ca ngi tiu dng i vi Hi Vn .

nhan to chung ve phan ung cua nguoi tieu dung doi voi thuong hieu Hai Van

3,00000

2,00000

1,00000

0,00000

-1,00000

R Sq Linear = 0,444 -2,00000 -1,50000 -1,00000 -0,50000 0,00000 0,50000 1,00000 1,50000

nhan to chung ve su quan tam cua khac hang doi voi thuong hieu Hai Van

Qua biu chng ta thy c mt mi tng quan gia hai bin . Chng ta s kim nh li iu ny thng qua m hnh hi qui Vi h s F = 116,611 v p-value = 0,000 c th khng nh s tn ti ca mi quan h gia hai bin s quan tm v phn ng ca khch hng . R2 = 0 ,444 ngha l s quan tm ca khch hng gii thch 44,4% phn ng ca h i vi thng hiu . R2a = 0,440 cho thy rng y l mt mi quan h trung bnh v chp nhn c ( v 0,3 <= R2a < 0,5 ) Phng trnh hi qui : yi = 1,83 . 10-16 + 0,666 . xi + e

49

- Kim nh mi tng quan v tnh u vit ca thng hiu i vi phn ng ca ngi tiu dng .
3,00000

nhan to chung ve phan ung cua nguoi tieu dung doi voi thuong hieu Hai Van

2,00000

1,00000

0,00000

-1,00000 R Sq Linear = 0,668

-2,00000 1,00 1,50 2,00 2,50 3,00 3,50 4,00

loi ich thuong hieu Hai Van cung cap so voi thuong hieu khac

F = 293,664 v p-value = 0,000 tn ti mi quan h gia hai bin Vi R2 = 0,668 ngha l tnh u vit ca thng hiu gii thch 66,8% phn ng ca h i vi thng hiu , v R2a = 0,666 mi quan h ny kh cht ch Ta c m hnh hi qui : yi = 2,689 + 0,631x1 + e

50

- Kim nh mi tng quan gia tnh cm vi phn ng ca khch hng Kim nh ny chng ta cng ch s dng i vi nhng ngi tiu dng s dng Hi Vn .Ta c kt qu kim nh nh sau :
3,00000

nhan to chung ve phan ung cua nguoi tieu dung doi voi thuong hieu Hai Van

2,00000

1,00000

0,00000

-1,00000 R Sq Linear = 0,603

-2,00000 -2,00000 -1,00000 0,00000 1,00000 2,00000 3,00000

nhan to chung ve tinh cam cua nguoi tieu dung doi voi Hai Van

Vi F=221,833 v p-value = 0,000 c tn ti mi quan h gia hai bin . R2 = 0,603 ngha l tnh cm gii thch 60,3% vi phn ng chung ca ngi tiu dng . Ra2 = 0,600 y l mi tng quan cht ch . Ta c phng trnh hi qui l : yi = 3,64 .10-17 + 0,777.xi + e Nh vy so snh cc h s gc ca mi tng quan gia cc nhn t vi phn ng chung ca ngi tiu dng i vi thng hiu , Chng ta nhn thy i vi phn ng ca khc hng vi thng hiu Hi Vn th cht lng thng hiu v uy tn ca thng hiu c mc nh hng ln nht .

51

-Gi thuyt 5 Kim nh ngha ca tiu thc tnh cm i vi phn ng ca ngi tiu dng i vi thng hiu . Vi kt qu kim nh mi tng quan vi phn ng ta nhn ra tnh cm c mi quan h cht ch vi bin phn ng ca ngi tiu dng . ( R2a= 0,6 ) . V mt ch quan chng ta vn cho rng tnh cm i vi sn phm xi mng l t bi v th cn phi kt hp vi m t d liu nhn thy r ngha ca tiu thc ny trong phi ng ca ngi tiu dng . Bng m t thng k tt c cc kha cnh tnh cm khi s dng Hi Vn u cho mc trung lp trn 60% ngha l ngi tiu dng vn cha nhn ra nhiu tnh cm ca mnh khi s dng thng hiu ny . Tuy nhin ring i vi loi tnh cm mang tnh thi v li ch th h li nhn ra chnh l cm gic v mt ngi nh an ton khi s dng thng hiu .

52

C n trn 80% cho rng h cm nhn c mt ngi nh an ton khi s dng thng hiu ny.

cam giac ve ngoi nha an toan

100

80

Percent

60

40

20

0 dong y trung lap khong dong y

cam giac ve ngoi nha an toan

iu c th khng nh rng c s tn ti v tnh cm i vi phn ng ca ngi tiu dng. Tuy nhin y l kha cnh tnh cm mang tnh thi v li , tnh cm ny bao hm s cm nhn v li ch ca ngi tiu dng khi s dng thng hiu . Nh vy c th ni tnh cm c tn ti khi ngi tiu dng s dng sn phm ca thng hiu xi mng Hi Vn tuy nhin l tnh cm mang tnh cht li ch cm nhn c v c tnh tng ng i vi c ngnh xi mng , cho nn v mc ngha trong phn ng ca ngi tiu dng i vi thng hiu Hi Vn l khng ln . Nhng thi ny cn phi tn ti trong sn phm to s an tm tin tng khi s dng sn phm .
53

- Gi thuyt 6 Kim nh mi tng quan phn ng ca ngi tiu dng i vi quan h ca h vi thng hiu Hi Vn . ( ch kim nh vi nhng ngi c s dng Hi Vn )

3,00000

nhan to chung ve quan he cua khac hang doi voi thuong hieu Hai Van

2,00000

1,00000

0,00000

-1,00000

-2,00000 R Sq Linear = 0,77 -3,00000 -2,00000 -1,00000 0,00000 1,00000 2,00000 3,00000

nhan to chung ve phan ung cua nguoi tieu dung doi voi thuong hieu Hai Van

Biu trn cho chng ta thy mi quan h tng quan rt r rng ca bin phn ng v quan h ca ngi tiu dng i vi thng hiu . Trong bng ANOVA c : F = 487,684 v p-value = 0,000 c ngha rng c s tn ti mi quan h ca hai bin . Vi cc h s R2 = 0,770 c ngha l phn ng gii thch 77% quan h ca khch hng i vi thng hiu . H s R2a = 0,768 th hin y l mt mi tng quan cht ch ( R2a > 0,7 ) Ta c phng trnh hi qui l : yi = - 2,8.10-17 + 0,877 .xi + e
54

Gi thuyt 7.

Vi kim nh ny chng ta s thc hin so snh cho gia vic nh gi cht lng ( Q11) v kh nng thay th Hi Vn ( Q19 ) Nhng ngi nh gi cht lng Hi Vn mc rt tt th kh nng trung thnh khng thay th thwong hiu khac l 58,8% trong khi nhng ngi tiu dng c mc nh gi cht lng thng hiu Hi Vn l tt th 100% c kh nng thay th thng hiu khc . Ngha l kh nng thay th thng hiu khc ca nhng ngi c mc nh gi cht lng Hi Vn l tt gp 2 ln so vi mc nh gi l rt tt - Gi thuyt 8. Vi kim nh ny ta s dng bng so snh cho gia cu Q12 vi cu Q19 ch s dng i vi khc hng c s dng Hi Vn . Vi mc tin tng ca khch hng l tin tng th h nng thay th thng hiu khc l 100% trong khi mc hon ton tin tng kh nng thay th l 42,9% , mc ng tin tng th c 4% khng thay th v trung thnh vi thng hiu . - Gi thuyt 9 Thc hin kim nh hi qui vi hai bin s gn b thi vi kh nng trung thnh ca khch hng

55

1,00000

nhan to chung ve long trung thanh hanh vi cua khac hang

0,00000

-1,00000

-2,00000

R Sq Linear = 0,186 -3,00000 -3,00000 -2,00000 -1,00000 0,00000 1,00000 2,00000 3,00000

nhan to chung ve su gan bo thai do cua khach hang doi voi thuong hieu Hai Van

Vi F = 33,373 v p-value = 0,000 c tn ti m hnh hi qui gia hai bin . R2 = 0,186 v Ra2 = 0,180 y l mt mi quan h yu . ngha l gia s gn b thi ca khc hng vi hnh vi trung thnh ca h c mi quan h kh yu . - Gi thuyt 10 Kim nh mi tng quan hi qui gia hai bin nhng c im thun li ca Hi Vn v nh gi cht lng ca Hi Vn . Vi F = 196,328 v p-value = 0,000 c th khng nh rng c tn ti m hnh hi qui gia nhng lim tng thun li i vi vic nh gi cht lng xi mng Hi Vn . C R2 = 0,498 ngha l nhng lim tng thun li c mi tng quan vi vic nh gi cht lng ca thng hiu Hi Vn . Ra2 = 0,493 ngha l hai bin c mi quan h trung bnh v chp nhn c . Phng trnh hi qui ca hai bin l : yi = 2,980 + 0,995.xi + e .
56

- Gi thuyt 11 Kim nh s ging nhau v lim tng thun li ca ngi tiu dng i vi thng hiu Hi Vn . Vi F= 4,650 v t = 1,562 vi p-value = 0,12 > 0,05 chng ta cha c c s tha nhn c s khc nhau cng nh ging nhau gia nhng ngi s dng Hi Vn v nhng ngi cha s dng Hi Vn v nhng lim tng thun li ca h i vi thng hiu Hi Vn . 3.3.4. Din gii kt qu . Xi mng Hi Vn l mt thng hiu c t lu , khi ngh n th trng xi mng Nng th c n 54,5% ngi tiu dng dn dng nh n thng hiu ny , 35,5% l cha nh n tuy nhin c n 98% ngi tiu dng nhn ra thng hiu ny khi c nhc n . iu ny c th cho rng kh nng Hi Vn nm trong tp hp quan tm la chn ca ngi tiu dng khi c nhu cu mua s dng sn phm xi mng l cao . Tuy c n 98% ngi nhn ra thng hiu ny nhng s ngi nhn bit c logo ca thng hiu Hi Vn ch chim c 19,5% iu ny cho chng ta thy s km hiu qu trong h thng nhn din ca thng hiu . C th ngi tiu dng s nhn ra tn ca thng hiu tuy nhin nu h khng nhn ra cc yu t nhn din khc ca Hi Vn cng s nh hng ln n s quan tm n thng hiu ny khi ngi tiu dng n cc ca hng v la chn thng hiu mua . i vi ngi tiu dng th khi la chn mua mt sn phm xi mng ca mt thng hiu th h u quan tm n tt c cc yu t c mt sn phm xi mng tt nh an ton cho ngi s dng , to bn vng chc , mn , kh nng chng thm , kh nng kt dnh v t hao ph . Ngoi ra th h cn quan tm n cc yu t t pha thng hiu nh tit kim chi ph , kh nng phn phi , gi c v ng cp ca thng hiu khi h s dng . Tt c cc yu t trn u c ngi tiu dng quan tm mc trn 90% t mc kh ng tr len hon ton ng nh m t Tuy nhin khi ngh n thng hiu Hi Vn th ngi tiu dng cho rng cc yu t m h quan tm khi c nh s dng xi mng th Hi Vn ch tn ti nhng c im chung ca mt sn phm xi mng trn th trng , ngha l n mang cc c
57

im tng ng ca sn phm trong ngnh mc xp x 70% theo chiu hng thun li . Cn v cc c im t pha thng hiu to nn nh kh nng phn phi rng khp hay th hin ng cp cho ngi nh h sinh sng th cha cao . Vi nhng c im tng ng ca mt sn phm Hi Vn c th c chp nhn trn th trng . V v c im ring bit Hi Vn c vt tri hn nhng sn phm khc trong ngnh th ngi tiu dng khng nhn ra im khc bit no khi s dng thng hiu Hi Vn a s ngi tiu dng s dng Hi Vn khi c hi v iu ny u tr li mc trung lp ngha l h cha ngh n . Tuy nhin ch c mt c im duy nht Hi Vn l kh nng chng thm tt th c trn 50% ngi tiu dng s dng Hi Vn cho rng c khc hn c cc sn phm xi mng khc , ngha l kh nng chng thm ca Hi Vn tt hn c v t trc n nay h vn cho rng xi mng Hi Vn c cng cao nn kh nng chng thm ca thng hiu ny l tt hn c v khc bit hn . C th c im ny chnh l im khc bit m cng ty cn khai thc xy dng thng hiu ngoi nhng c im tng ng m n c . i vi ngi tiu dng th trn th trng xi mng Hi Vn ang ng mc th 4 v kh nng p ng nhu cu sn phm ca ngi tiu dng sau Hong Thch , Sng Gianh v H Tin . Vic sp sp ny c kim nh rng c s khc nhau trong vic xp sp gia nhng ngi tng s dng Hi Vn v nhng ngi cha s dng Hi Vn . V phn ng ca ngi tiu dng th nhn chung tng th 200 mu im s ngi tiu dng tr li v phn ng ca h vi thng hiu Hi Vn vi mc im tr li trung bnh l 3,64 ngha l t mc trung lp cho n kh ng cho cc cu hi v phn ng ca h nh mc nh gi cht lng , nh gi uy tn , s quan tm , nh gi v tnh u vit v tnh cm ca ngi s dng . C th ni y l mc phn ng khng xu nhng n th hin ngi tiu dng vn cha c mc phn ng su i vi thng hiu . C th hn v phn ng ca ngi tiu dng i vi thng hiu ny v nh gi cht lng th c 69,5% cho rng cht lng thng hiu Hi Vn t mc kh tt n rt tt . T vic nh gi cht lng ny dn n mc tin tng i vi thng hiu cng tng ng l 67% t mc kh tin tng n mc hon ton tin
58

tng . V mi quan h gia vic nh gi cht lng v mc tin tng ( uy tn thng hiu ) c kim nh gi thuyt 2 , nh gi cht lng gii thch 73,7% mc tin tng ca khc hng i vi thng hiu Hi Vn . i vi vic nh gi cht lng v mc tin cy chng ta thc hin kim nh da trn c nhng khc hng tng s dng v cha s dng Hi Vn . Cn v nh gi s quan tm ca khch hng v tnh u vit chng ta s thc hin kim nh da trn nhng khch hng tng s dng . V m t th trung bnh c 67,075% ngi tiu dng khng ng rng c s quan tm n Hi Vn ngha l h s dng nhng khng c mi quan tm no khc nh gii thiu li cho ngi khc dng hay tm kim thm thng tin i vi Hi Vn . nh gi v tnh u vic ca thng hiu th ch c 36,5 % c kin cho rng Hi Vn cung cp li ch hn nhng sn phm khc , v c n 51,4% tr li mc trung lp ngha l h nh khng c kin khi cho rng Hi Vn cung cp nhiu li ch hn nhng sn phm xi mng khac trong ngnh . iu ny c th bt ngun t s khng nhn ra im khc bit m sn phm Hi Vn c , thng hiu Hi Vn ch c nhng im tng ng m cc sn phm trong ngnh u c do vic cho rng sn phm ca thng hiu ny c li ch nhiu hn l u m khch hng khng th nhn ra nn iu hin nhin h s chn mc tr li l trung lp . V kha cnh tnh cm trong phn ng ca ngi tiu dng , nh c trnh by kt qu m t v kt qu kim nh gi thuyt 5 th tnh cm c to ra khi s dng Hi Vn ch mang tnh thi v li ngha l n bt ngun t li ch m sn phm mang li ch khng to dng nn mt mc tnh cm su hn . a phn ngi tiu dng cho rng h cm nhn c mt ngi nh an ton khi s dng Hi Vn iu ny c gii thch rng thng hiu Hi Vn c nhng im tng ng v sn phm trong ngnh xi mng , tn ti th sn phm xi mng no cng phi p ng ng yu cu k thut v sn phm v th c th ni a phn cc sn phm trong ngnh xi mng iu to nn cm gic an ton cho ngi s dng , v ch c nh vy ngi tiu dng mi yn tm khi s dng sn phm . Hin ti Hi Vn ch c 13,5% ngi tiu dng cho rng h s mua Hi Vn bt c khi no cn v 12% s tm n ca hng khc mua nu khng c . Chnh xc

59

hn na hin ti nhng khch hng ca Hi Vn ang chia thnh 3 phn on th trng : Phn on nhng ngi tiu dng khng c nh thay th Hi Vn chim 11,5% Phn on nhng ngi tiu dng s thay th Hi Vn bng bt c mt thng hiu no khc chim 58,1% Phn on th trng thay th Hi Vn bng mt thng hiu c th khc chim 30,4% . Vi ba phn on trn c th thy hin ti s khch hng trung thnh i vi Hi Vn khi qua s dng thng hiu ny l kh thp , trong khi Hi Vn mt i mt lng khc hng qua thng hiu c th khc ( Hong Thch , Sng Gianh , H Tin ) l kh ln : 30,4% . Lng trung thnh v hnh vi l cha to ra mt mi quan h cao v th khi xt v kha cnh gn b thi th qua m t , s ngi khng nh li rng h tht s thch Hi Vn ch chim 0,7% , s ngi tiu dng cho rng h s tht s nh n n chim 0,7% v 5,4% ngi tiu dng cho rng n tht s c bit i vi h . Ngoi ra i vi thng hiu xi mng Hi Vn th nhng ngi cho rng cht lng thng hiu l rt tt th c 41,38% kh nng ri b thng hiu trong khi nhng ngi nh gi cht lng thng hiu Hi Vn l tt th 100% c kh nng ri b thng hiu ny tm n thng hiu xi mng khc , iu ny c th thy kh nng xy dng lng trung thnh ca Hi Vn thiu i s gn b v thi su sc . Trong khi nhng khc hng c mc tin tng vo Hi Vn l ng tin tng th 100% kh nng ri b Hi Vn nhng nhng khch hng c mc kh ng tin li co 4% trung thnh v khng thay th thng hiu ny i vi mt mi quan h cng hng th lng trung thnh v hnh vi v s gn b v thi l cn thit tuy nhin mt mc rng hn th thng hiu cn to ra thc cng ng v nhng s cam kt hnh ng t pha khch hng , c 4,7% nhng ngi tiu dng khng nh cho rng nhng ngi dng Hi Vn l nhng ngi ging nh h . i vi ngi tiu dng khi tht s yu thch mt thng hiu th h s c mt s thi thc trong hnh ng ca mnh , iu ny c chng
60

minh qua 4,7% ngi tiu dng cho rng h thch khi ni chun v loi xi mng ny v 4,1% quan tm n thng tin v thng hiu . Qua cc yu t v lng trung thnh hnh vi , s gn b thi , thc cng ng v cam kt hnh ng . C th thy mc cng hng trong mi quan h vi thng hiu l thp , ch c mt s t khch hng tht s trung thnh v c s gn b vi thng hiu . L do mi quan h cng hng vi thng hiu thp c lin quan t phn ng ca ngi tiu dng nh kim nh gi thuyt 6 y l mt mi tng quan cht ch . Ngi tiu dng c phn ng thp i vi thng hiu th dn n s cng hng ca h mc thp , ngha l phn ng c quan h dng vi cng hng thng hiu .

3.4.Gii php.
Qua kt qu nghin cu chng ta c th thy c phn ng ca khch hng i vi thng hiu l cha tht s tt t dn n s cng hng thng hiu khng r rng .Hay ni cch khc gi tr thng hiu ca Hi Vn cha c xy dng ng mc . T dn n mt yu cu cn c s iu chnh thay i phn ng ca khch hng . xy dng mt thng hiu mnh th buc lng ban qun tr phi c mt chiu di thi gian ln , to nn mt ti sn thng hiu c ngha i hi s tip cn im cao nht ca thp thng hiu l s cng hng thng hiu l trng tm . Tuy nhin tin trnh xy dng ny phi c xy dng mt cch trnh t v cc hnh khi xy dng thng hiu ng iu hon ton vi nhng nhu cu , mong mun v s kht khao ca khch hng . V vy t c mc cao nht trong thp thng hiu th cn phi xy dng vng chc cc khi chn thp l kim thc thng hiu v y chnh l gi tr ct li ca mt thng hiu . Hi Vn cn t chc ti cng tc truyn thng marketing , ch trng hn trong vic xy dng v bo v thng hiu , ngi tiu dng c nhng suy ngh ng n v thng hiu v c kin thc v thng hiu nh nh qun tr mong mun .

61

iu chnh li nh gi ca khch hng i vi thng hiu phi bt u t nh gi v cht lng thng hiu . i vi thng hiu Hi Vn th cht lng c nh gi kh tt do n c tn ti nhng c im tng ng ca mt sn phm xi mng . Cn c s khng nh li nhng c im ny lm gim i s khc bit ca i th cnh tranh v c bit Hi Vn c mt im khc bit so vi i th l kh nng chng thm nc tt hn , nh qun tr c th da vo y ti mt v tr ring cho sn phm ca thng hiu . Vi cc iu ni trn th cng tc tuyn truyn c bit l qung co cn c ch trng . i vi ngi tiu dng ngun thng tin m h quan tm nhiu nht khi la chn mua mt thng hiu xi mng s dng l ngun thng tin t nhng nh thu v mt ngun thng tin khng km phn quan trng l t pha ngi thn nhng ngi i trc s dng v c kinh nghim . Vi iu ny nh qun tr c th tc ng n s quan tm ca hai i tng ny thng qua knh phn phi , c th l c th a ra nhng chnh sch chit khu ph hp v hp dn cc nh bn l c th khuyn mi vi cc nh thu v h chnh l ngun thng tin chnh tc ng nhiu n ngi tiu dng dn dng , v nhng ngi tiu dng ny s gii thiu cho nhng ngi thn ca h . Nh kt qu nghin cu th yu t tnh cm khi s dng sn phm xi mng l khng tht s r rng nhng khng c ngha l khng c . i vi sn phm ny ca ngnh th xy dng yu t tnh cm khi s dng sn phm khng c cc thng hiu quan tm . Nhng khch hng khi s dng sn phm thng qua ngi nh ca h , h vn hnh thnh nn mt tnh cm ca mnh , vi iu ny ban qun tr cng ty c th i u trong vic xy dng tnh cm vo sn phm ca thng hiu trong quan cc chin dch qung co v PR . Vic xy dng nn tnh cm khi s dng thng hiu s c ch rt nhiu khi m cc sn phm trong ngnh u c s tng ng v c im sn phm v tnh cm s to nn s gn b thi vi thng hiu .

62

PHN KT LUN
4.1.Tm tt kt qu nghin cu .
Qua ti nghin cu kt qu ch ra rng ngi tiu dng tht s cha c nhng phn ng r rng i vi thng hiu nhng phn ng ca h ch dng li mc nh gi thng hiu gn lin vi vic nh gi cht lng ca mt sn phm , ngha l nhng li ch v c im tt ca sn phm s c ngi tiu dng cho rng s l thng hiu xi mng tt . Ngi tiu dng c mc tin cy i vi thng hiu tuy nhin nhng ngi tng s dng Hi Vn vn cha c s quan tm mong mun v h tht s cha nhn r s khc nhau v li ch khi s dng thng hiu ny vi mt thng hiu khc . Chnh v iu m s trung thnh ca h l thp , ngi tiu dng sn sng thay i mc d h vn nh gi rng Hi Vn l rt tt . Chnh v iu ny chng ta nhn ra rng mc gn b thi vi Hi Vn cha cao n ch tm thi thun li m cha c s su sc to ra mt s trung thnh ln to nn s cng hng gia thng hiu v khch hng .

4.2. ng gp v hn ch ca ti.
4.2.1. Hn ch ca ti . i vi mt ti nghin cu th khng bao gi cho mt kt qu hon ho , v vy ti ny cng mc phi mt s hn ch khng trnh khi . Hn ch u tin l theo nguyn nhn ch quan cho rng thng hiu Hi Vn l mt thng hiu tn ti lu nay , do vic nhn bit thng hiu l iu chc chn v nhng hnh nh v thng hiu tn ti trong ngi tiu dng , hay ni cch khc ngi tiu dng c kin thc thng hiu i vi Hi Vn . Do ti khng i su nghin cu k gi tr ct li ny m cho l iu hin nhin tn ti , m tp trung nghin cu hai gi tr cn li ca ti sn thng hiu l phn ng v s cng hng thng hiu . Tuy nhin thc t cho thy kin thc ca thng hiu i vi Hi Vn cha cao , c th tt c mi ngi iu nh li thng hiu ny khi c nhc n nhng cng gn nh hu ht ngi tiu dung khng nhn din c yu t nhn din thng hiu ca Hi Vn ngoi ci tn . Cng nh hnh nh ca Hi Vn cha vt qua khi s tng ng ca mt sn phm xi mng
63

. Chnh iu ny lm cho kin qu cha tht s thuyt phc . khc phc hn ch ny chng ta c th tng s lng mu iu tra tng tnh i din ca tng th hoc tin hnh nghin cu kin thc thng hiu ca ngi tiu dng mt cch c th . Hn ch th hai theo nguyn nhn khch quan l qua trnh thu thp d liu , do iu kin khng cho php tin hnh phng vn trc tip tt c cc bn cu hi nn phn ln cc bn cu hi c pht cho ngi tiu dng v h bi s nh hng ca nhng ngi thn khi tr li cng nh h bit c mc tiu cuc nghin cu ang c thc hin cho Hi Vn nn c nhng cu tr li khng tht . Cn mt l do khin d liu khng c trung thc cao l do khng c qu khch l nn khng c c s nhit tnh t mu iu tra . Hn ch th ba l t pha ngi thc hin nghin cu , do trnh ca mt sinh vin nn kin thc cha tht s y to nn mt kt qu c tin cy cao . 4.2.2. ng gp ca ti Mc d gp nhiu hn ch t vic nghin cu tuy nhin ti gii quyt c mc tiu ca vic nghin cu l tm ra mc phn ng v nh gi ca ngi tiu dng cng nh s cng hng ca h i vi thng hiu Hi Vn . T nhng phn ng v s cng hng ti tm ra cc mi quan h gia cc yu t nh hng n n v mc nh hng ca cc yu t ny n phn ng cng nh s cng hng ca xi mng Hi Vn . Thng qua ti nghin cu ny xy dng nn mt bc i v nghin cu phn ng v s cng hng i vi mt thng hiu , rt ra mt s kinh nghim v to nn nn tng cho nhng nghin cu sau ny . Qua ti nghin cu i vi thng hiu Hi Vn c th c ci nhn chnh xc hn trong qua trnh xy dng thng hiu Hi Vn tr thnh mt thng hiu mnh . Khng nhng i vi thng hiu ny m cc thng hiu khc cng c th rt ra cho mnh bi hc trong tin trnh xy dng thng hiu .

64

4.3 Hng pht trin trong tng lai . Qua nhng hn ch v kt qu chung ca ti c th thy chng ta cn mt hng nghin cu c th hn na c th a ra nhng quyt nh cho ban qun tr c nhng tc ng to ra s cng hng ( mc tiu cuat xy dng thung hiu ) Vi vic phn ng ch tht s r v vic nh gi cht lng ca mt thng hiu chng ta nn c mt s nghin cu v nhng nhn t nh hng n s nh gi cht lng ny . Ngoi ra c th cn c mt s ti nghin cu v nhng nguyn nhn tc ng n thi ca ngi tiu dng i vi thng hiu v tht s c s gn b v thi i vi ngi tiu dng hay khng . Nh c trnh by phn trn tnh cm khng c biu hin r i vi sn phm xi mng nhng khng phi l khng c , nn y cng l mt hng ti gip chng ta nghin cu v vn ny , bi v xi mng khng xy dng nn tnh cm nhng ngi nh li l ni gn lin vi nhiu cm xc nht .

65

DOANH MC TI LIU THAM KHO


1. Kevin Lane Keller , Prentice , 2003 , Strategic Brand Management , Prentice Hall . 2. Aaker David A , 1991 , Managing Brand Equity , NewYork : McMilan . 3 . Khoa Qun Tr kinh Doanh , 2007 , Chng Trnh Mn Hc Qun Tr Thng Hiu ( Brand Management ) , i Hc Kinh T Nng . 4. R. Pappu, P. Quester (2006) , Journal of Retailing and Consumer Services 13 , University of Adelaide, Australia , tr.317-329 5 . R.G. Netemeyer et al (2004) , Journal of Business Research 57, ELSEVIER tr.209224 6. Maja Konecnik /William C. Gartner, 2007, CUSTOMER-BASED BRAND EQUITY FOR A DESTINATION , Elsevier Ltd.Printed in Great Britain.Tr . 400421, 7 . Randle D. Raggio and Robert P. Leone, 2006 , Producing a Measure of Brand Equity by Decomposing Brand Beliefs Into Brand and Attribute Sources, Zyman Institute of Brand Science 8 . Customer Based Brand Equity Pyramid (2007) Brand Tools, http://sagacite.typepad.com/thinking_keller . Trch dn 06/2007.

9. Kevin Lane Keller , 2001 , Building Customer Based Brand Equity : A BluePrint For Creating Strong Brands ,Cambride .

66

PHN PH LC
Bng thu thp d liu

PHIU IU TRA
BNG CU HI CHNH Q1: Khi cp n th trng xi mng Nng, Anh/Ch ngh n nhng thng hiu xi mng no ? Tn thng hiu M s
1 2 3 4 5

Q2: Anh/Ch c bit nhng thng hiu xi mng sau hay khng?(Vui lng khoanh trn nhng con s tng ng vi nhng thng hiu m anh/ch bit) Tn thng hiu
Sng Gianh Kim nh Hi Vn Hong Thch H Tin Khc..................................(ghi r)

M s
1 2 3 4 5 6

Q3: Anh /Ch mua xi mng bao nhiu ln k t trc n nay ?


Cha mua ln no , sau ny mi mua mua 1 ln mua ln th 2 mua rt nhiu ln

Q4: y l logo ca mt s thng hiu xi mng trn th trng, Anh/Ch c nhn ra u l logo ca thng hiu xi mng Hi Vn hay khng?(Vui lng nh X vo logo m Anh/Ch ngh l logo ca thng hiu Hi Vn)

67

Q5: Anh ch tng s dng hoc c nh s dng thng hiu xi mng Hi Vn hay khng?
tng s dng ang s dng Cha s dng v khng c nh s dng ( b qua cu 9 , 13, 14 ,16 , 18 , 19 ) Cha s dng nhng c nh s dng trong tng lai ( b qua cu 9 , 13, 14 , 16 ,18 , 19 )

Q6: Ngun thng tin no Anh/Ch quan tm khi la chn s dng thng hiu xi mng ?
Ngi thn gii thiu . Da vo kin thc bn thn c c v xi mng. Ngi thu t vn . Qung co Ngi bn gii thiu

Q7: Xin cho bit s quan tm ca Anh/Ch i vi tng yu t no sau y khi la chn thng hiu xi mng s dng ?(Vui lng khoanh trn vo con s tng ng)
Hon ton ng Tit kim c chi ph An ton cho ngi s dng To bn vng chc cho cc cng trnh Gi c hp l Phn phi rng khp mn tt C kh nng chng thm tt C kh nng kt dnh tt vi cc vt liu khc t hao ph Th hin ng cp cho ngi nh ca ngi s dng 1 1 1 1 1 1 1 1 1 1 ng Kh ng Trung lp Kh khn g ng 5 5 5 5 5 5 5 5 5 5 Khng ng Hon ton khng ng 7 7 7 7 7 7 7 7 7 7

2 2 2 2 2 2 2 2 2 2

3 3 3 3 3 3 3 3 3 3

4 4 4 4 4 4 4 4 4 4

6 6 6 6 6 6 6 6 6 6

68

Q8: Theo Anh/Ch nhng c im no sau y c thng hiu xi mng Hi Vn ?


Hon ton ng Tit kim c chi ph An ton cho ngi s dng To bn vng chc cho cc cng trnh Gi c hp l Phn phi rng khp mn tt C kh nng chng thm tt C kh nng kt dnh tt vi cc vt liu khc t hao ph Th hin ng cp cho ngi nh ca ngi s dng 1 1 1 1 1 1 1 1 1 1 ng Kh ng Trung lp Kh khng ng 5 5 5 5 5 5 5 5 5 5 Khng ng Hon ton khng ng 7 7 7 7 7 7 7 7 7 7

2 2 2 2 2 2 2 2 2 2

3 3 3 3 3 3 3 3 3 3

4 4 4 4 4 4 4 4 4 4

6 6 6 6 6 6 6 6 6 6

Q9: Thng hiu xi mng Hi Vn c o nhng c im no sau y? ( Ngi cha s dng xi mng Hi Vn khng tr li cu ny )
Rt c o Tit kim c chi ph An ton cho ngi s dng To bn vng chc cho cc cng trnh Gi c hp l Phn phi rng ri mn tt C kh nng chng thm tt C kh nng kt dnh tt vi cc vt liu khc t hao ph Th hin ng cp cho ngi nh ca ngi s dng 1 1 1 1 1 1 1 1 1 1 c o Kh c o 3 3 3 3 3 3 3 3 3 3 Trung lp Kh khn g c o 5 5 5 5 5 5 5 5 5 5 Khng c o 6 6 6 6 6 6 6 6 6 6 Khng c o cht no 7 7 7 7 7 7 7 7 7 7

2 2 2 2 2 2 2 2 2 2

4 4 4 4 4 4 4 4 4 4

69

Q10: Hy cho im t 1 n 6 nhng thng hiu xi mng di y theo th t m anh ch cho rng p ng c nhu cu v sn phm tt nht trn th trng ( 1 l cao nht ; 6 l thp nht ) im Tn thng hiu
Sng Gianh Kim nh Hi Vn Hong Thch H Tin Khc..................................

Q11: Hy cho bit nh gi ca Anh/Ch v cht lng ca thng hiu xi mng Hi Vn ? Rt tt Tt Kh tt Trung lp Kh Khng tt Hon ton khng tt khng tt 1 2 3 4 5 6 7 Q12: Anh/Ch tin tng xi mng Hi Vn mc no ? Hon ton tin tng 1 ng tin tng 2 Kh ng Trung lp tin 3 4 Kh khng tin tng 5 Khng tin Hon ton tng khng tin tng 6 7

Q13: Khi s dng thng hiu xi mng Hi Vn Anh/Ch s ? (Ngi cha s dng xi mng Hi Vn khng tr li cu ny ) ng
Gii thiu cho ngi khc khi h cn mua Tm kim thm thng tin v cc sn phm xi mng khc nhau ca Hi Vn Thy khng ph hp ln sau s thay i Khng quan tm 1 1 1 1

Khng ng
2 2 2 2

Q14: Thng hiu xi mng Hi Vn cung cp nhng li ch m nhng thng hiu khc khng c mc no ? Ngi cha s dng xi mng Hi Vn khng tr li cu ny ) Hon ton nhiu hn 1 Nhiu hn 2 Trung lp 3 t hn 4 Hon ton t hn 5
70

Q15 : Khi ngh v ngi nh ca mnh Anh/Ch c nhng tnh cm , cm xc nh th no ? Q16: Khi s dng xi mng Hi Vn xy nh Anh/Ch c cm gic nh th no ? Ngi cha s dng xi mng Hi Vn khng tr li cu ny )
ng

Trung lp 2 2 2 2

Thng hiu cho ti cm gic v mt ngi nh m p Thng hiu cho ti cm gic v mt ngi nh vui v Thng hiu cho ti cm gic v mt ngi nh an ton Thng hiu mang li cho ti ng cp cao hn khi s dng lm nn ngi nh ca mnh Thng hiu khng to cho ti cm gic g c

1 1 1 1

Khng ng 3 3 3 3

Q17: Theo Anh/Ch, nhng nhn nh no sau y l ng vi thng hiu xi mng Hi Vn.?
Hon ton ng y l mt thng hiu c cht lng tt y l mt thng hiu ng tin cy Ti rt thch thng hiu ny Thng hiu ny thch ng(ph hp) vi nhu cu s dng ca ti Thng hiu ny rt c o Thng hiu ny tt hn nhng thng hiu xi mng khc. Thng hiu ny to cho ti nhiu cm 1 1 1 1 1 1 1 ng Kh ng Trung lp Kh Khng Hon khng ng ton ng khng ng 5 5 5 5 5 5 5 6 6 6 6 6 6 6 71 7 7 7 7 7 7 7

2 2 2 2 2 2 2

3 3 3 3 3 3 3

4 4 4 4 4 4 4

gic tnh cm tt p khi ngh n ngi nh ca mnh

Q18: Khi c nhu cu s dng xi mng Anh/Ch s ?(Ngi cha s dng xi mng Hi Vn khng tr li cu ny ) Ti mua xi mng Hi Vn bt c khi no cn Khi khng c sn thng hiu xi mng Hi Vn ca hng ti mua , ti s i n ca hng khc mua Khi khng c sn thng hiu Hi Vn ti s mua bt c mt sn phm xi mng ca thng hiu khc thay th Ti khng cn thch mua v s dng xi mng Hi Vn na
ng 1 1 Khng ng 2 2

Q19: Nu Anh/Ch mun thay i xi mng Hi Vn bng thng hiu xi mng khc Anh/Ch s thay i thng hiu no s dng ? ( Ngi cha s dng xi mng Hi Vn khng tr li cu ny )
(Tn thng hiu xi mng thay th Hi Vn) Khng c nh thay th thng hiu khc Ti s dng bt c loi xi mng no khc thay th

Q20 : Vi cc thng hiu xi mng trn th trng Anh/Ch cho rng mnh trung thnh vi thng hiu xi mng no ? Tn thng hiu
Sng Gianh Kim nh Hi Vn Hong Thch H Tin Khc..................................

M s 1 2 3 4 5 6

72

Q21: Anh/Ch hy cho bit nhn nh ca mnh v nhng iu sau ? ( Ngi cha s dng xi mng Hi Vn khng tr li cu ny )
Hon ton ng Ti tht s thch thng hiu xi mng Hi Vn Nu mt ngy no thng hiu xi mng Hi Vn khng cn trn th trng ti s nh n n Thng hiu Hi Vn c bit i vi ti Ti cho rng nhng ngi ging ti s s dng thng hiu xi mng Hi Vn cho ngi nh ca mnh Khi ni chuyn vi bn b v vic xy nh ti thch ni v thng hiu xi mng Hi Vn Ti lun quan tm bit thm thng tin v sn phm ca thng hiu xi mng Hi Vn Ti hnh din khi ngi khc bit ti s dng thng hiu xi mng Hi Vn cho ngi nh ca mnh ng Kh ng Trung lp Kh khn g ng 5 5 5 5 5 5 5 Khng Hon ng ton khng ng 6 6 6 6 6 6 6 7 7 7 7 7 7 7

1 1 1 1 1 1 1

2 2 2 2 2 2 2

3 3 3 3 3 3 3

4 4 4 4 4 4 4

THNG TIN NHN KHU H v Tn p vin:..................................................Tui................Nam/N............ ach:..........................................................................................................................

XIN CHN THNH CM N S HP TC CA ANH/CH

73

Bng tnh chi tit .


1 . - Gi thuyt 1 : C s ging nhau v vic xp hng i vi thng hiu Hi Vn gia nhng ngi s dng v cha s dng Hi Vn .

Test Statistics(a) Hai Van Mann-Whitney U Wilcoxon W Z Asymp. Sig. (2-tailed) a Grouping Variable: su dung xi mang Hai Van Independent Samples Test Levene's Test for Equality of Variances F Hai Van Equal variances assumed Equal variances not assumed ,675 Sig. ,412 t 1,067 1,111 df 198 96,367 3276,000 4654,000 -1,640 ,101

t-test for Equality of Means Sig. (2-tailed) ,287 ,269 Mean Difference ,20218 ,20218 Std. Error Difference ,18942 ,18197

2 . - Gi thuyt 2 : C s ging nhau trong kin nh gi cht lng v uy tn thng hiu ca nhng ngi s dng v nhng ngi cha s dng sn phm Hi Vn ?
Group Statistics Std. Error Mean ,12892 ,11271

danh gia chat luong xi mang Hai Van

su dung xi mang Hai Van co su dung chua su dung

N 148 52

Mean 2,9459 3,0769

Std. Deviation 1,56833 ,81279

Independent Samples Test Levene's Test for Equality of Variances F danh gia chat luong xi mang Hai Van Equal variances assumed Equal variances not assumed 13,052 Sig. ,000 t -,575 -,765 df 198 170,48 6

t-test for Equality of Means Sig. (2tailed) ,566 ,445 Mean Difference -,13098 -,13098 Std. Error Difference ,22777 ,17124

74

Group Statistics Std. Error Mean ,10739 ,12408

muc do tin tuong xi mang Hai Van

su dung xi mang Hai Van co su dung chua su dung

N 148 52

Mean 2,7027 3,0577

Std. Deviation 1,30650 ,89472

Independent Samples Test Levene's Test for Equality of Variances

t-test for Equality of Means Sig. (2tailed) ,071 ,032 Mean Difference -,35499 -,35499 Std. Error Difference ,19568 ,16410

F muc do tin tuong xi mang Hai Van Equal variances assumed Equal variances not assumed 11,909

Sig. ,001

t -1,814 -2,163

df 198 130,607

3 . - Gi thuyt 3 : C mi tng quan gia nh gi cht lng thng hiu v uy tin ca thng hiu .
Model Summary Adjusted R R R Square Square ,858(a) ,737 ,736 a Predictors: (Constant), muc do tin tuong xi mang Hai Van Model 1 ANOVA(b) Sum of Squares 291,785 104,135 Std. Error of the Estimate ,72521

Model 1

df 1 198

Regression Residual Total

Mean Square 291,785 ,526

F 554,791

Sig. ,000(a)

395,920 199 a Predictors: (Constant), muc do tin tuong xi mang Hai Van b Dependent Variable: danh gia chat luong xi mang Hai Van Coefficients(a) Unstandardized Coefficients Model 1 B (Constant) muc do tin tuong xi mang Hai Van ,208 ,992 Std. Error ,128 ,042 Standardized Coefficients Beta ,858 t B 1,618 23,554 Sig. Std. Error ,107 ,000

a Dependent Variable: danh gia chat luong xi mang Hai Van

4 . - Gi thuyt 4 : Cc tiu thc nh gi v cht lng thng hiu uy tn thng hiu , s quan tm n thng hiu , tnh u vit v tnh cm i vi thng hiu
75

c mi tng quan vi bin phn ng ca ngi tiu dng i vi thng hiu vi mc khng nh nhau ? - nh gi cht lng vi phn ng chung ca ngi tiu dng .
Model Summary Adjusted R Std. Error of R R Square Square the Estimate ,888(a) ,789 ,788 ,72295 a Predictors: (Constant), nhan to chung ve phan ung cua nguoi tieu dung doi voi thuong hieu Hai Van Model 1 ANOVA(b) Sum of Squares 285,261 76,307

Model 1

df 1 146

Regression Residual

Mean Square 285,261 ,523

F 545,796

Sig. ,000(a)

Total 361,568 147 a Predictors: (Constant), nhan to chung ve phan ung cua nguoi tieu dung doi voi thuong hieu Hai Van b Dependent Variable: danh gia chat luong xi mang Hai Van Coefficients(a) Unstandardized Coefficients Model 1 (Constant) nhan to chung ve phan ung cua nguoi tieu dung doi voi thuong hieu Hai Van B 2,946 1,393 Std. Error ,059 ,060 Standardized Coefficients Beta t B 49,574 ,888 23,362 Sig. Std. Error ,000 ,000

a Dependent Variable: danh gia chat luong xi mang Hai Van

- nh gi uy tn vi phn ng ca ngi tiu dng .


Model Summary Adjusted R Std. Error of R R Square Square the Estimate ,791(a) ,626 ,623 ,80218 a Predictors: (Constant), nhan to chung ve phan ung cua nguoi tieu dung doi voi thuong hieu Hai Van Model 1 ANOVA(b) Sum of Squares 156,969 93,950

Model 1

df 1 146

Regression Residual

Mean Square 156,969 ,643

F 243,934

Sig. ,000(a)

Total 250,919 147 a Predictors: (Constant), nhan to chung ve phan ung cua nguoi tieu dung doi voi thuong hieu Hai Van b Dependent Variable: muc do tin tuong xi mang Hai Van

Coefficients(a)

76

Unstandardized Coefficients Model 1 (Constant) nhan to chung ve phan ung cua nguoi tieu dung doi voi thuong hieu Hai Van B 2,703 1,033 Std. Error ,066 ,066

Standardized Coefficients Beta

t B 40,988

Sig. Std. Error ,000 ,000

,791

15,618

a Dependent Variable: muc do tin tuong xi mang Hai Van

- S quan tm vi phn ng ca ngi tiu dng .


Model Summary Adjusted R Std. Error of R R Square Square the Estimate ,666(a) ,444 ,440 ,74817338 a Predictors: (Constant), nhan to chung ve phan ung cua nguoi tieu dung doi voi thuong hieu Hai Van Model 1 ANOVA(b) Sum of Squares 65,275 81,725

Model 1

df 1 146

Regression Residual Total

Mean Square 65,275 ,560

F 116,611

Sig. ,000(a)

147,000 147 a Predictors: (Constant), nhan to chung ve phan ung cua nguoi tieu dung doi voi thuong hieu Hai Van b Dependent Variable: nhan to chung ve su quan tam cua khac hang doi voi thuong hieu Hai Van Coefficients(a) Unstandardized Coefficients Model 1 (Constant) nhan to chung ve phan ung cua nguoi tieu dung doi voi thuong hieu Hai Van B 1,83E-016 ,666 Std. Error ,061 ,062 Standardized Coefficients Beta t B ,000 ,666 10,799 Sig. Std. Error 1,000 ,000

a Dependent Variable: nhan to chung ve su quan tam cua khac hang doi voi thuong hieu Hai Van

- Tnh u vit vi phn ng chung ca ngi tiu dng.


Model Summary Adjusted R Std. Error of R R Square Square the Estimate ,817(a) ,668 ,666 ,44663 a Predictors: (Constant), nhan to chung ve phan ung cua nguoi tieu dung doi voi thuong hieu Hai Van Model 1

ANOVA(b)

77

Model 1

Regression Residual Total

Sum of Squares 58,579 29,124

df 1 146

Mean Square 58,579 ,199

F 293,664

Sig. ,000(a)

87,703 147 a Predictors: (Constant), nhan to chung ve phan ung cua nguoi tieu dung doi voi thuong hieu Hai Van b Dependent Variable: loi ich thuong hieu Hai Van cung cap so voi thuong hieu khac Coefficients(a) Unstandardized Coefficients Model 1 (Constant) nhan to chung ve phan ung cua nguoi tieu dung doi voi thuong hieu Hai Van B 2,689 ,631 Std. Error ,037 ,037 Standardized Coefficients Beta t B 73,250 ,817 17,137 Sig. Std. Error ,000 ,000

a Dependent Variable: loi ich thuong hieu Hai Van cung cap so voi thuong hieu khac

- Tnh cm v phn ng chung ca ngi tiu dng .


Model Summary Adjusted R Std. Error of R R Square Square the Estimate ,777(a) ,603 ,600 ,63216877 a Predictors: (Constant), nhan to chung ve phan ung cua nguoi tieu dung doi voi thuong hieu Hai Van Model 1 ANOVA(b) Sum of Squares 88,653 58,347

Model 1

df 1 146

Regression Residual Total

Mean Square 88,653 ,400

F 221,833

Sig. ,000(a)

147,000 147 a Predictors: (Constant), nhan to chung ve phan ung cua nguoi tieu dung doi voi thuong hieu Hai Van b Dependent Variable: nhan to chung ve tinh cam cua nguoi tieu dung doi voi Hai Van Coefficients(a) Unstandardized Coefficients Model 1 (Constant) nhan to chung ve phan ung cua nguoi tieu dung doi voi thuong hieu Hai Van B 3,64E-017 ,777 Std. Error ,052 ,052 Standardized Coefficients Beta t B ,000 ,777 14,894 Sig. Std. Error 1,000 ,000

a Dependent Variable: nhan to chung ve tinh cam cua nguoi tieu dung doi voi Hai Van

5 . - Gi thuyt 5 : Tiu thc tnh cm tht s c ngha trong phn ng ca khc hng hay khng ?
cam giac ve ngoi nha an toan

78

Valid

dong y trung lap khong dong y Total

Frequency 130 4 14 148

Percent 87,8 2,7 9,5 100,0

Valid Percent 87,8 2,7 9,5 100,0

Cumulative Percent 87,8 90,5 100,0

6 . - Gi thuyt 6 : Bin Phn ng ca ngi tiu dng c quan h vi bin Quan h hay khng ?
Model Summary Adjusted R Std. Error of R R Square Square the Estimate ,877(a) ,770 ,768 ,48163986 a Predictors: (Constant), nhan to chung ve quan he cua khac hang doi voi thuong hieu Hai Van Model 1 ANOVA(b) Sum of Squares 113,131 33,869

Model 1

df 1 146

Regression Residual Total

Mean Square 113,131 ,232

F 487,684

Sig. ,000(a)

147,000 147 a Predictors: (Constant), nhan to chung ve quan he cua khac hang doi voi thuong hieu Hai Van b Dependent Variable: nhan to chung ve phan ung cua nguoi tieu dung doi voi thuong hieu Hai Van Coefficients(a) Unstandardized Coefficients Model 1 (Constant) nhan to chung ve quan he cua khac hang doi voi thuong hieu Hai Van B -2,83E-017 ,877 Std. Error ,040 ,040 Standardized Coefficients Beta t B ,000 ,877 22,084 Sig. Std. Error 1,000 ,000

a Dependent Variable: nhan to chung ve phan ung cua nguoi tieu dung doi voi thuong hieu Hai Van

7 . - Gi thuyt 7 : So snh mc trung thnh ca ngi tiu dng nh gi cht lng cc mc khc nhau .
danh gia chat luong xi mang Hai Van * thay the Hai Van bang thuong hieu khac Crosstabulation

79

thay the Hai Van bang thuong hieu khac thay the khong co y bang mot dinh thay bat cu loai thuong hieu the thuong xi mang cu the hieu khac nao khac danh gia chat luong xi mang Hai Van rat tot Count 5 % within danh gia chat luong xi mang Hai Van tot Count % within danh gia chat luong xi mang Hai Van kha tot Count % within danh gia chat luong xi mang Hai Van trung lap Count % within danh gia chat luong xi mang Hai Van kha khong tot Count % within danh gia chat luong xi mang Hai Van khong tot Count % within danh gia chat luong xi mang Hai Van hoan toan khong tot Count % within danh gia chat luong xi mang Hai Van Total Count % within danh gia chat luong xi mang Hai Van 17 7

Total thay the bang mot thuong hieu cu the 29

17,2% 8 23,5% 6 14,0% 9 42,9% 0 ,0% 17 89,5% 0 ,0% 45 30,4%

58,6% 0 ,0% 0 ,0% 0 ,0% 0 ,0% 0 ,0% 0 ,0% 17 11,5%

24,1% 26 76,5% 37 86,0% 12 57,1% 1 100,0% 2 10,5% 1 100,0% 86 58,1%

100,0% 34 100,0% 43 100,0% 21 100,0% 1 100,0% 19 100,0% 1 100,0% 148 100,0%

8 . - Gi thuyt 8 : Snh snh mc trung thnh ca ngi dng nh gi uy tn ca Hi Vn cc mc khc nhau .


muc do tin tuong xi mang Hai Van * thay the Hai Van bang thuong hieu khac Crosstabulation

80

thay the Hai Van bang thuong hieu khac khong co y thay the bang dinh thay bat cu loai mot thuong the thuong xi mang hieu cu the hieu khac nao khac muc do tin tuong xi mang Hai Van hoan toan tin tuong Count 5 % within muc do tin tuong xi mang Hai Van dang tin tuong Count % within muc do tin tuong xi mang Hai Van kha dang tin Count % within muc do tin tuong xi mang Hai Van trung lap Count % within muc do tin tuong xi mang Hai Van kha khong tin tuong Count % within muc do tin tuong xi mang Hai Van Total Count % within muc do tin tuong xi mang Hai Van 16 7

Total thay the bang mot thuong hieu cu the 28

17,9% 6 11,8% 7 28,0% 16 64,0% 11 57,9% 45 30,4%

57,1% 0 ,0% 1 4,0% 0 ,0% 0 ,0% 17 11,5%

25,0% 45 88,2% 17 68,0% 9 36,0% 8 42,1% 86 58,1%

100,0% 51 100,0% 25 100,0% 25 100,0% 19 100,0% 148 100,0%

9 . - Gi thuyt 9 : S gn b thng hiu c mi tng quan vi lng trung thnh v hnh vi ca khch hng i vi thng hiu Hi Vn .
Model Summary Adjusted R Std. Error of R R Square Square the Estimate ,431(a) ,186 ,180 ,90527343 a Predictors: (Constant), nhan to chung ve long trung thanh hanh vi cua khac hang Model 1 ANOVA(b) Sum of Squares 27,350 119,650

Model 1

df 1 146

Regression Residual Total

Mean Square 27,350 ,820

F 33,373

Sig. ,000(a)

147,000 147 a Predictors: (Constant), nhan to chung ve long trung thanh hanh vi cua khac hang b Dependent Variable: nhan to chung ve su gan bo thai do cua khach hang doi voi thuong hieu Hai Van

Coefficients(a) Unstandardized Coefficients Model B Std. Error Standardized Coefficients Beta t B Sig. Std. Error

81

(Constant) nhan to chung ve long trung thanh hanh vi cua khac hang

-1,81E-016 ,431

,074 ,075 ,431

,000 5,777

1,000 ,000

a Dependent Variable: nhan to chung ve su gan bo thai do cua khach hang doi voi thuong hieu Hai Van

10 . - Gi thuyt 10 : nhng lim tng thun li c mi quan h tng quan vi vic nh gi cht lng thng hiu ca ngi tiu dng .
Model Summary Adjusted R Std. Error of R R Square Square the Estimate ,706(a) ,498 ,495 1,00202 a Predictors: (Constant), nhan to chung ve nhung dac diem thuan loi cua Hai Van Model 1 ANOVA(b) Sum of Squares 197,121 198,799

Model 1

df 1 198

Regression Residual

Mean Square 197,121 1,004

F 196,328

Sig. ,000(a)

Total 395,920 199 a Predictors: (Constant), nhan to chung ve nhung dac diem thuan loi cua Hai Van b Dependent Variable: danh gia chat luong xi mang Hai Van Coefficients(a) Unstandardized Coefficients Model 1 (Constant) nhan to chung ve nhung dac diem thuan loi cua Hai Van B 2,980 ,995 Std. Error ,071 ,071 Standardized Coefficients Beta t B 42,059 ,706 14,012 Sig. Std. Error ,000 ,000

a Dependent Variable: danh gia chat luong xi mang Hai Van

11 . - Gi thuyt 11 : C s ging nhau trong lim tng thun li ca nhng ngi tiu dng s dng Hi Vn v nhng ngi cha s dng Hi Vn .
Independent Samples Test

82

Levene's Test for Equality of Variances

t-test for Equality of Means

F nhan to chung ve nhung dac diem thuan loi cua Hai Van Equal variances assumed Equal variances not assumed 4,650

Sig. ,032

t 1,241 1,562

df 198 149, 313

Sig. (2-tailed) ,216 ,120

Cc bng chung .
1 Bng m t kh nng nhn bit thng hiu Hi Vn .
Nhan biet ten thuong hieu Hai Van Cumulative Percent 98,0 100,0

Valid

co khong Total

Frequency 196 4 200

Percent 98,0 2,0 100,0

Valid Percent 98,0 2,0 100,0

2 Bng m t tng sut mua xi mng ca ngi tiu dng


tan suat mua xi mang Cumulative Percent 6,0 32,0 51,5 100,0

Valid

chua mua lan nao da mua 1 lan da mua lan thu 2 da mua nhieu lan Total

Frequency 12 52 39 97 200

Percent 6,0 26,0 19,5 48,5 100,0

Valid Percent 6,0 26,0 19,5 48,5 100,0

3 Bng m t mu khch hng nghin cu ca Hi Vn .


su dung xi mang Hai Van Cumulative Percent

Frequency

Percent

Valid Percent

83

Valid

da tung su dung dang su dung chua su dung va khong co y dinh su dung chua su dung nhung co y dinh su dung trong tuong lai Total

130 18 20 32 200

65,0 9,0 10,0 16,0 100,0

65,0 9,0 10,0 16,0 100,0

65,0 74,0 84,0 100,0

4 Bng m t cc ngung thng tin khc hng quang tm khi la chn mua xi mng .
Nguoi than gioi thieu Cumulative Percent 78,0 100,0

Valid

co khong Total

Frequency 156 44 200

Percent 78,0 22,0 100,0

Valid Percent 78,0 22,0 100,0

kinh nghiem ban than Cumulative Percent 59,0 100,0

Valid

co khong Total

Frequency 118 82 200 nha thau tu van

Percent 59,0 41,0 100,0

Valid Percent 59,0 41,0 100,0

Valid

co khong Total

Frequency 165 35 200 quang cao

Percent 82,5 17,5 100,0

Valid Percent 82,5 17,5 100,0

Cumulative Percent 82,5 100,0

Valid

co khong Total

Frequency 14 186 200

Percent 7,0 93,0 100,0

Valid Percent 7,0 93,0 100,0

Cumulative Percent 7,0 100,0

nguoi ban gioi thieu Cumulative Percent 17,0 100,0

Valid

co khong

Frequency 34 166

Percent 17,0 83,0

Valid Percent 17,0 83,0

84

Total

200

100,0

100,0

5 . Bng m t cc thng hiu ngi tiu dng cho rng h trung thnh .
Loai thuong hieu xi mang trung thanh Cumulative Percent 52,5 60,5 64,0 72,5 88,5 97,5 100,0

Valid

khong trung thanh Song Gianh Kim Dinh Hai Van Hoang Thach Ha Tien Bim Son Total

Frequency 105 16 7 17 32 18 5 200

Percent 52,5 8,0 3,5 8,5 16,0 9,0 2,5 100,0

Valid Percent 52,5 8,0 3,5 8,5 16,0 9,0 2,5 100,0

Cng c h tr nghin cu .
-

Phn mm SPSS 15.0 Microsoft Office Excel 2003

85

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