02/2005

QUNG B THNG HIU QUA INTERNET

LANTABRAND
298 A, Nguyn Tt Thnh, Qun 4, TP. HCM T: (+84.8) 9 411 146 www.lantabrand.com

S pht trin mnh m ca cng ngh thng tin ni chung cng nh ca mng Internet ni ring em li nhng ng dng to ln trong cc lnh vc kinh doanh; c bit l trong cng tc marketing v xy dng thng hiu. Li ch ca marketing trc tuyn l rt a dng, nhng th hin r nht trong 4 im chnh sau:

Th nht, l s rt ngn khong cch. Mng trc tuyn l mt cu ni l tng kt ni c th gii vi nhau, nh v tr a l khng cn l mt vn quan trng. Vi Internet, khong cch dng nh b xa b do cc i tc c th gp nhau hay trao di thng tin qua khng gian o m khng cn bit i tc gn hay xa. iu ny cho php nhiu ngi mua v bn b qua nhng khu trung gian truyn thng. Th nh l tip th ton cu. Internet l mt phng tin hu hiu cc nh hot ng marketing tip cn vi cc th trng khch hng trn ton th gii, iu m cc phng tin marketing thng thng khc hu nh khng th. Th ba, gim thi gian. Nhng ngi lm marketing trc tuyn c th truy cp ly thng tin cng nh giao dch vi khch hng 24/7 ti bt c thi im no. y cng l mt li th cc k ln ca Internet so vi cc phng thc tip th khc. im cui cng l gim chi ph. Gnh nng v chi ph c gim thiu rt nhu so vi trc y. V ch vi 1/10 chi ph thng thng, Marketing trc tuyn c th em li hiu qu gp i do n c vi nhiu ngi hn v mang tnh tng tc cao hn. Nhng Internet khng phi l c quyn ca mt mnh doanh nghip no c. bin n thnh li th cnh tranh ca mnh i hi bn phi nm vng v cch xy dng cng nh cch hot ng ca n v ci nhn ca khch hng i vi n. Di y l 9 m hnh c bn xy dng nn h thng thng mi trc tuyn ton cu: 1. M hnh bng hiu ( Poster/ Billboard Model) y l m hnh n gin nht v cng l cch d nht thng hiu ca bn tip cn vi ngi tiu dng trn Internet. M hnh bng hiu gip bn ng cc thng tin v cng ty v sn phm ca bn qua giao din website ring hay trn 1 website thng dng no . Mng c xem l mt xa l thng tin, v vy m hnh ny cng khng khc nhiu so vi vic bn treo cc bng qung co ngoi tri. N gip cho khch hng tm kim c nhng thng tin cn thit v nhng l do tin tng a ra quyt nh chn mua sn phm hay dch v ca bn. im chnh yu cn lm trong m hnh ny l gip cho khch hng bit a ch (email, web, hay a ch thng thng) v cch lin h vi doanh nghip. Do chi ph khng cao v n gin nn y l m hnh thng dng hn c v c th s dng cho tt c cc loi hnh kinh doanh. M hnh ny l bc c bn cho nhng cng ty nh, c bit l cng ty Vit Nam mun c gia nhp vo sn chi chung ca mng ton cu v hn na mun th hin s bt kp cng ngh hin i. Xy dng mt website khng qu kh v n cn c ngha rt to ln, mang li khng ch uy tn cho cng ty, m cn l mt l do tin tng ca khch hng. V c tm quan trng nh vy nn vic xy dng m hnh bng hiu khng th s si v thiu u t ng n, khng nhng km hiu qu m i khi cn phn tc dng. Doanh nghip Vit Nam c nhng bc u t c bn khi bc vo k nguyn s ha. c nhiu website c thit k mt cch chuyn nghip v th hin s quan tm ng n ca lnh o. Bitis l mt v d, website ca Bitis (www.bitis-vn.com) c xy dng kh bt mt vi nhng thng tin cn thit dnh cho ngi tiu dng v nhng ai quan tm. Hn th na, a ch web lun xut hin trn cc phng tin thng tin v giao dch ca cng ty nh : qung co, giy tiu , ba th, fax v danh thip. Bitis nh thc hin truyn thng rt tt cho vic qung b website ca mnh.

2. M hnh nhng trang vng ( Yellow Page Model ) Chc hn mi ngi u bit nin gim in thoi Nhng trang vng, mt trong nhng phng cch hay qung co cng ty ca bn. M hnh nhng trang vng trn web cng hot ng tng t. Nhng t chc ng ra lp trang web ny to ra mt bng danh mc cho php con tr nhp n cc ngun thng tin hay a ch cung cp sn phm. Khch hng c th tm thng tin bng cch nhn nt tm kim (Search) bng tn, ngnh hay loi hnh kinh doanh. C th h thu mt khon ph nh hoc v mc ch phi li nhun. Ni chung qung co kiu ny cng khng tn km nhiu, tr khi bn mun lp ra mt trang web cung cp thng tin hon chnh v mt ngnh hng gy dng danh ting cho cng ty. M hinh ny thng p dng cho nhng t chc chnh ph, cc website h tr cho mt ngnh hng no , cc t bo chuyn ngnh hay mt s cng ty c tn tui ln. Nin gim Nhng trang vng ca H Ni (www.nhungtrangvang.com.vn) c xy dng khng lu nhng c rt nhiu ngi bit n v s tin dng v kh nng cung cp thng tin ca n. c h tr bi cng c tm kim v kh nng phn loi cao, y l mt trong s t website c s u t v quan tm ng mc ca mt doanh nghip nh nc. 3. M hnh cun sch hng dn iu khin (Cyber Brochure Model) Website s c xy dng khng khc my so vi mt cun sch chi tit hng dn tt c v sn phm v v cng ty. y l m hnh cung cp thng tin v phn loi sn phm chi tit, k c t vn v cch s dng v dch v khuyn mi, cc bi vit lin quan n sn phm. Phm vi hng dn l tt c nhng g lin quan trong phm vi mt doanh nghip, cho php xem th mc cc mt hng theo th loi v tn, chi tit v gi c. Nhiu trang web cn lp ra mt mu n thit k sn khch hng c th yu cu t hng theo nhng la chn ca h. Tuy nhin y vn cha phi l mt ca hng v m hnh ny khng h tr bn trc tip qua mng. Cc cng ty thnh lp gn y thng xy dng theo m hnh ny. N cng i hi u t mt mc tng i c th xy dng v duy tr website nh mt cng c qung co v gii thiu hiu qu cho khng ch khch hng m cn cho nhng i tng lin quan. y l mt m hnh ph bin trn th gii v n cung cp nhng tin ch cn thit cho khch hng trong vic tm hiu k v sn phm cng nh i thoi gin tip vi cng ty. 4. M hnh qung co (Advertising Model) Mt lot nhng trang web tm kim ra i m tiu biu l Google, Yahoo, Goto i din cho s pht trin nh v bo ca m hnh ny. y l cc trang web c cng c tm kim cc mnh, gip khch hng tit kim thi gian lt net v c s liu so snh gia cc trang vi nhau. Khng ch a ra website, m hnh qung co cng c chc nng hin th cung cp khng gian qung co trn trang web bn cnh vic h tr tm kim. Mt s trang web cn c kh nng qung co theo yu cu. Chng hn bn ang tm kim mt loi thng tin no , biu ng (banner) c cha thng tin v sn phm tng ng s xut hin trn mn hnh. M hnh ny thch hp cho cc doanh nghip cung cp dch v trn mng hay tip th cho nhiu mt hng, nhiu chng loi sn phm. 5. M hnh ng k (Subscription Model) M hnh ny c m phng nh l 1 cu lc b dnh ring cho hi vin v khch hng. N bt buc khch hng ng k tn v mt khu truy cp vo ni dung chnh ca website, c th phi tr tin c c nhng quyn li c bit. M hnh ng k cng tng t nh bn t mua 1 k bo hng thng hay hng qu, nh bn c th c v tm thy nhng thng tin b ch hn hn so vi nhng ngi ch tham quan ch khng ng k. Hnh thc ny thng c s dng do cc doanh nghip c sn phm/dch v c th phn phi trc tip trn mng nh bo in t, phn mm, t vn Hin nay rt nhiu trang web c mc ng k khuyn khch tnh tng tc gia cng ty v khch hng.

6. M hnh ca hng o (Virtual Storefront Model) M hnh hot ng nh 1 ca hng m 24h/ngy, 7 ngy 1 tun , y c xem l dch v thng tin hon ho nht. M hnh ny khng ch gip lm tip th cho sn phm v dch v ngay trn mng. n cn gip mua bn trc tip t website v h tr ti a cho khch hng. Bn cnh vic trng by cc mt hng th site cng cung cp nhiu chc nng gip vic mua bn tr nn d dng hn nh thanh ton trc tuyn, cp mt m ring cho hi vin, lp ra danh sch khch hng thng xuyn gi nhng thng tin mi nht v sn phm. Amazon (www.amazon.com) l mt v d in hnh cho s ra i v pht trin ca m hnh ny. y l site bn l trn mng ln nht th gii vi hn 3 triu u sch v nhiu mt hng khc. Khng ch cung cp sch nhiu chng loi vi gi r, giao hng nhanh chng v tn ni, Amazon cn h tr tm kim cc nhanh, c mc nhn xt nh gi sch, v c bit l nhn mua bn sch c, gip khch hng tit kim c rt nhiu . Cng vi Amazon l hng lot cc cng ty DOTCOM khc ra i v pht trin tc chng mt , 7. M hnh u gi (Auction Model) M hnh ny kh mi m v rt c a chung hin nay. M hnh u gi cho php ngi mua v ngi bn tham gia trn mt ca hng o v c quyn a gi trn mt phng u gi o do mnh to ra. y l phng thc hu hiu tm kim sn phm hay mua sn phm vi gi tt nht. Ngai ra cn c m hnh u gi ngc(Reverve Auction Model), nh cung cp cho php ngi mua chn gi theo mun ri sau s cn c vo quyt nh bn sn phm vi mc gi c ngh hay khng. Ebay (www.ebay.com) l mt trang web thnh cng nht s dng m hnh ny. Khi vo trang web ny bn c th tm kim loi sn phm, tham kho mc gi sn v a gi mt mc m mnh c th chp nhn c. Ebay c th ni l ni d tm kim nhng mn hng r nht, nhng bn phi nm c gi tr tht ca n cng nh l ngi phn an c mc gi m ngi khc a ra. Ebay ch c mt khuyt im l thi gian m bn mun c c n s lu hn so vi bn t mua lp tc trn cc website ca hng o vi mt mc gi nht nh. PriceLine (www.priceline.com ) l m hnh o ngc ca u gi so vi Ebay. y l ni m cc nh cung cp dch v hng khng v khch sn tm n xem mnh c th p ng c mt mc gi do ngi mua a ra hay khng. tng lp ra m hnh o ngc gip cho ngi mua t c li ch nhiu nht, thch hp vi cc hp ng mua hng ha dch v ln. 8. M hnh hi thng (Affiliate Model) M hnh hi thng l khi mt website ng ra ku gi cc ch website tham gia lm cc dch v ca mnh. M hnh ny t c mi ngi bit n v n mang tnh ni b, ch c gii thiu trong phm vi cc website vi nhau . Tuy nhin m hnh ny li c mt gi tr rt ln, nh n m cc website xy dng mi quan h vi nhau, to iu kin cho ngi truy cp mt cch nhanh chng v tin li. N hot ng nh mt hip hi cc website lin kt vi nhau, khng ch thu ht mt lng ln i tng khch hng mc tiu m cn h tr cho nhau trong vic cung cp dch v v s thoa rmn ti a nhu cu ca khch hng. V d t mt website chnh bn my vi tnh, bn c th thng qua n i tm nhng linh kin km theo trn cc siu lin kt ( Hyperlink) khc, ci t phn mm, h tr trc tuyn v cc dch v lin quan. M hnh ca Amazon cng p dng hi thng ku gi s tham gia ca cc website khc lm im gii thiu phn phi cho Amazon, c hng chnh lch mt khon hoa hng. 9. M hnh hi th (Portal Model) L m hnh cung cp nhiu loi dch v Internet trn cng mt trang ch. Phn ln cc website s dng m hnh hi th ngoi nhim v chnh cn cung cp mt s dch v

min ph nh cng c tm kim, tin tc trong v ngoi nc, ni truy tm hng bn, email hay phng thoi (chat room) v cc din n. y l mt m hnh tng hp nhiu chc nng, ngy cng c a chung v s a dng ca n . M hnh ny c nhiu u im, nhng cng i hi phi u t rt ln v qun l mt cch chuyn nghip c th l mt khu ph trn mng ca mi ngi. Yahoo l mt trong nhng m hnh hi th thnh cng nht, vi hng lot cc chc nng tuyt vi nh : cung cp thng tin v nhiu lnh vc khc nhau, h tr tm kim, to hp mail min ph, nghe nhc v xem phim trc tuyn, to phng chat v cc tr games phong ph. M hnh Yahoo khai thc c hu ht nhng th mnh ca mt mng trc tuyn, s ngi s dng Yahoo chim s ngi s dng Internet ton cu. Mi m hnh u c im mnh v im yu ring, v ph hp vi mt loi ngnh ring. pht huy c ti u vic s dng mng trc tuyn lm th mnh cho doanh nghip i hi s u t hp l v chuyn nghip. C hi lun m ra trc mt cho nhng ai bit nm bt cng ngh v xu hng ca thi i. Ngc Quang Cng ty Thng Hiu LANTABRAND

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