Tiu tnh hung s 9 Tnh hung: Bch ho tng hp ABC l mt trong nhng bch ho ln trung tm thnh ph H Ni, d kinh

h doanh c li nhng ban gim c nhn thy ca hng b l nhiu c hi kinh doanh do thng tin quan trng khng c x l kp thi v hiu qu. ng gim c nhn thy c nguyn nhn xut pht t tnh trng chm chp v bt hp l ca dng vn ng thng tin trong ni b ca hng, ng tng ngh rng c th khc phc tnh trng ny bng cch lp t cc my tnh c nhn ti ca hng nhng thc cht chng khng c ng gp ng k g ngoi vic thu thp rt nhiu cc d liu m khng c x l. ng nhn thy mnh cha hiu th no l mt h thng tin bn l v ng dng ca n trong hot ng kinh doanh thc t. a v nh t vn v H thng thng tin bn l, gii thch v thit k h thng thng tin bn l cho ca hng bch ho ABC. Qua tnh hung trn, chng ta thy ng gim c ca hng cha hiu mt cch chnh xc v y v H thng tin bn l. ng ta ngh rng H thng tin bn l ch n thun l mt h thng cc my tnh c nhn t ti ca hng thu thp d liu, nhng trn thc t cc d liu khng c x l v chng khng c ng gp ng k vo vic x l cc thng tin mt cch kp thi v hiu qu nhm pht hin ra nhng c hi kinh doanh mi. I) Th no l h thng thng tin bn l ? hiu v H thng thng tin bn l, trc ht phi hiu v h thng thng tin Marketing (MIS). nh ngha: H thng thng tin Marketing bao gm con ngi, thit b v quy trnh thu thp, phn loi, phn tch, nh gi v phn phi nhng thng tin cn thit, kp thi v chnh xc cho nhng ngi son tho cc quyt nh marketing (theo P.Koler). Do vy, h thng thng tin bn l l h thng thng tin Marketing c ng dng trong hot ng bn l. Vai tr ca MIS l xc nh nhng nhu cu thng tin ca ngi qun tr, pht trin nhng thng tin cn thit v phn phi thng tin kp thi cho nhng nh qun tr marketing. Thng tin cn thit c pht trin thng qua ghi chp ni b cng ty, hot ng tnh bo marketing, nghin cu marketing v phn tch h tr quyt nh marketing.

Cu trc h thng thng tin marketing: II) Thit k h thng thng tin bn l cho ca hng bch ho ABC H thng thng tin bn l ca ca hng bch ho ABC c cu trc chung ca mt h thng thng tin Marketing. Bao gm 4 h: 1) H ghi chp ni b H thng thng tin c bn nht m nhng ngi qun l Marketing s dng l h thng ghi chp ni b. Ni dung gm c nhng bo co v t t hng, tnh hnh tiu th, gi c, mc d tr, nhng khon phi thu, nhng khon phi chi, vv. Khi phn tch nhng thng tin ny, nhng nh qun tr Marketing c th xc nh c nhng c hi v vn quan trng m cng ty cn ch ti nh: lng nhu cu ca khch hng, tnh hnh tn kho, lng n t hng, chu k n t hng( nm c tnh hnh hot ng kinh doanh ca doanh nghip).... Hin nay, vic ng dng cc thnh tu ca cng ngh thng tin, nhm p ng yu cu nng cao hiu qu v cht lng hot ng cng vic tr thnh nhu cu tt yu v ang tng bc thc hin mt cch khn trng. Vic ng dng khng ch n gin l s dng cc phng tin khoa hc cng ngh hin i. Quan trng hn, n l i din cho mt phng thc hot ng u vit, em li hiu qu v cht lng hot ng ti a, gim chi ph, thi gian v nhn lc. Vic tch hp cc ng dng phn mm thnh mt h thng, mang tnh khoa hc, hiu qu, n gin, gim thiu s ln thao tc, tin dng v xuyn sut trong qu trnh hot ng l mt vic rt cn thit v cp bch trong vic ng dng CNTT hin nay. ng dng trong ca hng bch ho ABC: H thng ghi chp ni b cho bch ha ABC cng cn c thit k theo phng thc tch hp c th o bo cung cp y v kp thi cho h ra quyt nh H thng ghi chp ni b l h tch hp gia my tnh, cc phn mm nh: MSOSS ( qun l Mail, Windowws, Ms Office, Ms Outlook, h tr Adobe Acrobat, Image Viewer) phn mm thanh ton v bn hng, phn mm kho d trCc my tnh c t quy thu ngn, vn phng gim c, qun l, kho tt c cc my tnh

c kt ni mng Lan vi nhau thun tin cho vic lu tr thng tin xuyn sut qu trnh lm vic. Qui trnh hot ng

Ngi bn nhp thng tin sn phm thanh ton cho khch. H thng s t ng lu vo ha n bn hng cho khch d dng kim tra, ng thi t ng tng lng hng bn ra bng s lng sn phm va bn v gim lng hng tn i vi loi hng va bn

Khi ngoi quy ht hng nhn vin kim tra trn my tnh thng tin v loi hng mi ht, kim tra xem n kho no v lng d tr c cn hay ko: + Nu cn th lp ha ha n xut hng t trong kho ra ngoi quy + Nu trong kho ht hng th lp tc thng bo vi kho ra quyt nh nhp

hng kp thi

Nhn vin kho kim tra lng hng d tr v n nhp hng mi t nh cung cp theo quy trnh c lu gi trong my tnh K ton: kim tra ha n bn hng, lng bn hng ngy tin hnh ghi s mt cch kp thi v lng thu, chi, n trong ngy d dng tng hp vo cui k.. Ban gim c gim st cng vic bn hng qua kt qu bn hng cui ngy, cui k; lng n t hng t khch hng v lng n t hng ca ca hng vi nh cung cp, chu k t hng Ni dung ca h ghi chp ni b:

Chu k t hng chuyn tin Tri tim ca h thng ghi chp ni b l chu k t hng chuyn tin. Cc i

din bn hng, i l v khch hng gi n t hng cho cng ty. B phn t hng chun b ha n v gi bn sao cho cc b phn khc nhau. Nhng mt hng trong kho ht s c t lm. Hng gi i c km theo chng t gi hng v vn n. Nhng giy t ny cng c sao thnh nhiu bn v gi cho cc b phn khc nhau. Ngy nay cc cng ty cn thc hin nhanh chng v chnh xc ba bc ny. Khch hng a thch nhng cng ty c th m bo giao hng kp thi. Cc i din bn hng cn gi n t hng ca mnh vo mi bui ti, v c nhng trng hp phi gi ngay lp tc. B phn thc hin n hng phi x l nhanh chng cc n hng . Kho phi

xut hng ngay khi c th. Cc chng t ha n cn c lp ngay tc th. Hin nay nhng cng ty nng ng ang thc hin nhng chng trnh ci tin cht lng tng hp nhm nng cao tc v chnh xc gii quyt cc cng vic gia cc b phn, v nhiu bo co nng c cht lng ng k.

H thng bo co tnh hnh tiu th, d tr, cc khon phi thu v phi chi Nhng ngi qun l Marketing cn c nhng bo co cp nht v tnh hnh tiu

th hin thi. Nhng ca hng bn l c th nhn c bo co tnh hnh bn l hai thng mt ln. p ng nhu cu thng tin nhanh chng v kp thi ca hng cn thit lp c h thng bo co tnh hnh tiu th nhanh v c tnh u vit. Vi h thng ny cc nhn vin bn hng ca bch ha tng hp ABC c th nhn c ngay lp tc nhng gii php cho nhng cu hi ca khch hng c lng n hng ln v nhng loi sn phm hin c trong kho bng cch lin lc vi trung tm my tnh ca bch ha ABC. My tnh s xc nh xem cc loi sn phm m khch hng yu cu ang c kho no gn nht v khi no c th xut hng i. Nu trong kho khng cn th my tnh s kim tra lng d tr cc kho ln cn cho n khi no tm c n. Nu khng c kho no cn loi sn phm th my tnh s xc nh ngun cung ng ca loi sn phm y v ngi bn hng s bo cho qun l t hng. Ngi i din bn hng s nhn c cu tr li trong vi giy ng h v nh vy c li th hn cc i th cnh tranh. Ngoi ra cc nhn vin cng c th d dng bit c lng hng tn trong kho a ra bn ngoi khu vc trng by, hay ly cho khch khi cn thit. Nh qun l c th d dang xem xt tnh hnh bn hng ca ca hng ti bt c u m khng nht thit phi ti tn ca hng, ng thi nm r c tnh hnh tiu thu cn gip ch rt ln cho vic xc nh nhu cu khch hng v t hng kp thi. Nhng thng tin v mc d tr phi c cp nht lin tc v chnh xc ban qun l ca hng c th kp thi iu chnh lung tng hay gim mc d tr nhm p ng tt nht nhu cu ca khch hng v lng hng cng nh tc cung ng hng ha. Ngoi ra bo co mc d tr cn cho ta bit c tng loi hng ha c ngun cung ng u, cch thc t hng nh th no thun tin trong vic t hng ca ca hng. Tp hp bo co cc khon phi thu v phi chi ca ca hng gip cho ban gim c cng nh nhn vin ca ca hng c nhng bin php gim bt chi tit km chi ph,

ng thi nm c tnh trng cc khon phi thu kp thi a ra cc bin php gim cc khon phi thu t khch hng nh: i n, hn ch bn chu

Thit k mt h thng bo co theo yu cu ngi s dng: lm c iu ny, ban lnh o cng ty phi thit k mt h thng thng tin

v tnh hnh tiu tin tin, cng ty cn trnh mt s im nguy him nht nh: N c th to ra mt h thng cung cp qu nhiu thng tin khng cn thit nh ca hng ABC ang gp phi. N to ra mt h thng thng tin qu mi m, khin cho nh qun tr c th c nhng phn ng qu mc cn thit i vi nhng bin ng lt vt ca tnh hnh tiu th. H thng thng tin Marketing ca cng ty phi cung cp y tt c nhng g m nhng nh qun tr ngh rng h cn, nhng g m h thc s cn, c th thc hin c v mt kinh t. Do ban lnh o ca cng ty nn ch nh mt ban ph trch h thng thng tin Marketing ni b hi kin tt c cc cn b iu hnh Marketing nh nhng ngi qun l sn phm, nhng nh qun tr tiu th, qun l bn hng pht hin nhu cu thng tin ca h. Ban ph trch MIS cn ch ti mong mun ca khch hng cng nh cc phn hi ca h, ng thi cng cn tnh n mt s yu cu thng tin mt cch tnh to. Cn lp bng cu hi xc nh nhu cu thng tin Marketing, di y l mt s cu hi m lnh o ca ca hng ABC cn lm: 1. Nhng quyt nh no m bn thng xuyn thng qua? 2. Nhng kiu thng tin no bn cn thng qua nhng quyt nh ? 3. Bn thng nhn c nhng kiu thng tin no? 4. Bn yu cu nh k phi nghin cu nhng vn g? 5. Nhng kiu thng tin no m bn mun nhng hin nay vn khng nhn c? 6. Hng ngy bn mun c nhng thng tin g (theo tun, thng)? 7. Theo kin ca bn H thng thng tin Marketing hin nay vn ci thin b ch c th lm vo vic g? 2) H thng nghin cu Marketing

nh ngha: Nghin cu Marketing l thit k c h thng, thu thp, phn tch v thng bo nhng s liu v kt qu tm c v mt tnh hung Marketing c th m cng ty ang gp phi. Ngun cung ng nghin cu Marketing: Bch ho tng hp ABC l mt trong nhng bch ho ln nht nm trung tm thnh ph H Ni, do vy h c th thu mt cng ty nghin cu Marketing ring ca mnh hoc t t chc cng tc nghin cu Marketing. Cc cng ty thng cp kinh ph cho cng tc nghin cu marketing trong khong t 1 n 2% doanh s bn ca cng ty, khong t 50 n 80% s tin ny do b phn nghin cu marketing trc tip chi, s cn li c s dng mua nhng dch v ca cc cng ty nghin cu marketing bn ngoi. Qu trnh nghin cu Marketing: gm 5 bc

Xc inh vn v mc tiu nghin cu: Bc u tin i hi nh qun tr Marketing v ngi nghin cu Marketing phi xc nh vn mt cch thn trng v thng nht vi nhau v mc tiu nghin cu. ABC l mt ca hng bch ha mc tiu cn nghin cu ca ca hng ch yu vn l th nghim mc a thch sn phm, dch v, d bo mc tiu th hay Marketing hn hp ca ca hng cnh tranh. Ban lnh o phi dn dt trnh xc nh vn qu rng hay qu hp. Sau h thng nht vi nhau v nhng mc tiu nghin cu c th nh sau: 1. Nhng l do ch yu no hnh khch mua sn phm ny? 2. Nhng loi hnh khch no c nhiu kh nng s dng sn phm dch v ny? 3. ABC c th c thm bao nhiu hnh khch do c dch v mi ny?

Xy dng k hoch nghin cu:

Vic thit k mt k hoch nghin cu i hi phi quyt nh v ngun s liu, phng php nghin cu, cng c nghin cu, k hoch ly mu v phng php tip xc. Ngun s liu: K hoch nghin cu c th i hi phi thu thp nhng s liu th cp, nhng s liu s cp hay c hai loi. S liu th cp bao gm nhng thng tin c trong mt ti liu no , c thu thp cho mt mc ch khc. S liu s cp bao gm nhng thng tin gc c thu thp cho mc ch nht nh. - S liu th cp. Nhng ngi nghin cu thng bt u iu tra t vic xem xt c s liu th cp xem vn ca mnh c th gii quyt mt phn hay ton b m khng phi tn km thu thp nhng s liu s cp khng. S liu th cp l im xut pht nghin cu v c u im l tn km v c sn. Mt khc, nhng s liu m ngi nghin cu cn li c th khng c, hay c, nhng li thi, khng chnh xc, khng hon chnh, hay khng tin cy. - S liu s cp bao gm nhng thng tin gc c thu thp cho mc ch nht nh. Hu ht cc n nghin cu u i hi phi thu thp s liu s cp. Phng php bnh thng l phng vn trc tip tng ngi hay nhm ngi ri sau pht trin mt cng c nghin cu chnh thc, loi b nhng sai st ca n ri a ra p dng trong thc t. Nhng s liu s cp c th thu thp theo bn cch: Quan st, nhm tp trung, iu tra v thc nghim. + Nghin cu quan st: Nhng s liu mi c th thu thp bng cch quan st cc nhn vt v khung cnh tng ng. Nhng ngi nghin cu ca ABC c th xut hin ti mi ni trong bch ha, nhng ca hng i th cnh tranh quan st hnh vi ca khch hng hay cc chng trnh ca i th. Nhng nghin cu thm d ny c th gi mt s gi thit b ch v th hiu ca khch hng. + Nghin cu nhm tp trung: ABC c th t chc nhng bui hp mt ca nhng ngi lm cng tc marketing trao i v cc vn marketing trong t chc. Ngi ch tr cn c thi khch quan, hiu bit vn v hiu bit nhng ng thi ca nhm v hnh vi ca ngi tiu dng.

+ Nghin cu iu tra: ABC tin hnh iu tra nm c trnh hiu bit, nim tin, s thch, mc tha mn vv ca khch + Nghin cu thc nghim: V d, ABC c th t chc dch v vn ti min ph i vi mt vi khu vc hay mt vi sn phm trong mt thi gian v xem xt mc bn ra ca sn phm ny da ra quyt nh c nn min ph giao hng hay khng. Thu thp thng tin: Giai on c nhiu tn km v nguy c sai st nht. Hin nay nh c cc my tnh hin i v h thng vin thng cc phng php thu thp s liu c ci tin nhanh chng Phn tch thng tin: Sau khi thu thp thng tin qua ngi nghin cu tin hnh bng ha cc s liu ri dng cc phn b tn sut mt chiu v hai chiu. Ly trung bnh v tnh phn tn cho nhng bin chnh. Ngi nghin cu cng p dng mt s phng php thng k v m hnh ra quyt nh tin tin vi hy vng pht hin thm c nhng kt qu ph. Trnh by kt qu thu c: Nhng ngi nghin cu marketing phi bit cch tng hp v trnh by nhng kt qu ch yu thu c lin quan n nhng quyt nh marketing quan trng m ban lnh o phi thng qua.

3) H h tr quyt nh Marketing (MDSS) 3.1) nh ngha:H h tr quyt nh Marketing l mt b cc d liu c phi hp, cc h thng, cng c v phng php cng vi phn mm v phn cng h tr m mt t chc s dng thu thp v gii thch nhng thng tin hu quan pht ra t doanh nghip v mi trng ri bin n thnh c s ra bin php Marketing. 3.2) M hnh:

- Ngn hng thng k: L tng hp nhng phng php hin i ca vic x l thng k cc thng tin, cho php khm ph mt cch y s ph thuc ln nhau trong phm vi la chn ti liu v xc lp mc tin cy thng nht ca chng. Nh nhng phng php ngi lnh o nhn c li p v nhng vn sau: 1. u l bin s c bn nht nh hng n vic tiu th , mi bin s c ngha

nh th no. 2. c trng no l tiu chun quan trng nht v khch hng la chn mua hng ho

ca doanh nghip. 3. iu g s xy ra vi vic tiu th ca doanh nghip nu nng gi hng ho ln

10% , cn chi ph qung co ln 2% ? 4. Vic phn on th trng theo tham s no tt nht, th trng ca doanh

nghip s l bao nhiu on. - Ngn hng m hnh: L tp hp nhng m hnh ton hc gip cho nh qun tr thng qua cc quyt nh Marketing ti u hn. V d: M hnh tnh ton gi, m hnh xc nh t chc cc phng tin qung co.Mi m hnh gm tp hp cc bin s lin h qua li vi nhau, biu din mt h thng tn ti thc s no ,mt qu trnh c thc hay mt k hoch no .

3.3) p dng vi ca hng ABC: (do bi khng ni r nn mc nh ca hng ABC l ca hng t phc v) Phng tin, thit b s dng: Mt my ch, cc my tnh c nhn trang b cho quy thu ngn, my c m vch, my in phiu thanh ton, camera t ti cc quy hng. Quy trnh hot ng: + My ch c s dng nhp thng tin v m vch, gi sn phm. Khch hng sau khi mua sn phm s i ra pha ca ra vo, ni t quy thu ngn( bao gm my tnh c nhn, my qut m vch, my in phiu thanh ton) thanh ton trc khi ra v. Mi sn phm( c dn m vch ca ca hng) s c nhn vin thu ngn qut trn ng m vch . M vch s c gi n my ch v my ch truy xut gi tin ca sn phm , nhn vin ch vic cng gi li v cho vo my in, in thnh phiu thanh ton. + Thu thp v phn tch d liu: Mi ha n ca khch hng c my tnh c nhn lu li, thng qua , mi ngy qun l ca hng s bit c: 1. 2. 3. 4. C bao nhiu khch hng? Thng qua s ha n c in ra. C bao nhiu sn phm cng loi c bn ra? Thng qua my ch, c bao nhiu m vch loi ny c truy xut ra. Sn phm no bn chy nht? Thng qua s lng m vch no c truy xut nhiu nht. Thi im no ng khch nht? Thng qua, thi im no tn sut truy xut m vch l ln nht. Khi c c nhng kt lun trn trong tay, ng ch ca hng c th a ra cc quyt nh: 1. Nhp thm mt hng no vo thi im no l thch hp nht. V lun nm c tnh hnh hng tn kho nhiu t ra sao nhp hng v kp thi. Bit c mt hng no hin ang c a chung, nhanh chng p ng nhu cu khch hng. 2. 3. 4. B tr thm nhn vin trong cc gi cao im trnh qu ti. T cc my camera quan st hnh vi khch hng, qua b tr, trng by cc mt hng vo cc v tr thch hp, kch thch nhu cu tiu dng tng doanh thu. Theo di v pht hin cc hnh vi trm cp.

Bng cch ny, th nht l vic thanh ton s nhanh chng v d dng hn. Khi lng khch vo ng, h s khng phn nn v b mt thi gian vo vic nhn hng, nhm gi vo thanh ton.. Th hai l kim sot nhn vin c k cng hn, h kh c th gian ln v gi thnh c qui nh sn in ha n. Th ba, qun l cht ch ti sn ca ca hng, trnh c ti a cc hnh vi gian ln, ph hoi ti sn.. Cc phn mm s dng: Phn mm ng dng chung: truy vn v pht sinh bo co, ho a phng tin, thng k, qun tr c s d liu, bng tnh in t, x l vn bn v ch bn in t, in thoi v ch th tn. Truy vn v pht sinh bo co: l phn mm truy vn cc h s theo nhiu tiu thc v pht sinh bo co nhanh. c p dng trong h thng thng tin ti liu gip cung cp cc ti liu cho nhn vin marketing s dng. ho a phng tin: l vic ng dng cng ngh thng tin vo vic thit k cc hnh nh ho gip trong vic qung co v in n xut bn. p dng trong h thng xc tin bn hng gip cung cp thng tin ca qung co v khuyn mi. Thng k: c p dng hu ht trong cc h thng thng tin t h thng thng tin tc nghip nh h thng thng tin bn hng, phn phi, kinh t ti chnh tc nghip ( x l n hng, hng tn kho, tn dng), h thng thng tin chin thut nh qun l bn hng, nh gi sn phm, xc tin bn hng v phn phi, h thng thng tin chin lc nh d bo bn hng v lp k hoch pht trin. Qun tr c s d liu: cng c p dng hu ht cc h thng thng tin gip lu tr thng tin. Thng tin v cc sn phm m ca hng kinh doanh trn th trng, thng tin v cc th trng trong lch s, cung cp thng tin v nhu cu v tn kho, gip theo di hng ho v dch v phn phi nhm xc nh nhng nhng sai st trong phn phi v khc phc nhng sai st ny gim c thi gian phn phi. Bng tnh in t: l mt ng dng CNTT trong cng tc vn phng v qun l mc quy m n gin. p dng trong h thng nh gi sn phm theo gi cng li vo chi ph / gi cu / gi bn chc th trng / gi ht ngn t a ra m hnh gi. in thoi v ch th tn p dng trong h thng bn hng qua in t v h thng qung co qua th. Gip cho gii p mi thc mc khiu ni t pha khch

hng v cc sn phm cng nh vic cung cp cc dch v ca ca hng. T a ra gii php gip cho ca hng hon thin trong cng tc bn hng ca mnh. Phn mm ng dng chuyn bit: tr gip nhn vin bn hng, tr gip qun l nhn vin bn hng, tr gip qun l bn hng qua in thoi, tr gip h tr khch hng, cung cp cc dch v tch hp cho nhiu hot ng bn hng v marketing. Tr gip nhn vin bn hng: p dng trong h thng thng tin bn hng gip cung cp thng tin khch hng, s thch i vi cc sn phm, dch v v s liu v qu trnh mua hng trong qu kh. Tr gip nhn vin qun l nhn vin bn hng: gip cho ca hng qun l c nhn vin bn hng mt cch tt nht. Cung cp d liu v qu trnh kinh doanh ca mi nhn vin bn hng mi a im bn, mi sn phm, mi phn khc th trng. Tr gip qun l bn hng qua in thoi: p dng trong h thng bn hng qua in thoi, h thng chm sc khch hng. Cung cp cc dch v tch hp cho nhiu hot ng bn hng v marketing: p dng trong h thng thng tin d bo bn hng, h thng thng tin lp k hoch v pht trin sn phm th trng. Cung cp cc thng tin v s a chung ca khch hng thng qua vic nghin cu th trng pht trin sn phm mi. 4) H tnh bo Marketing: 4.1) nh ngha: H thng tin tnh bo l mt tp hp cc ngun v phng php m thng qua nhng ngi lnh o nhn c thng tin thng ngy v cc s kin xy ra trong hot ng thng mi ( theo Philip Kotler marketing cn bn ) 4.2) Cc phng php thu thp thng tin tnh bo: Cc nh qun tr marketing thu thp thng tin marketing thng ngy bn ngoi thng qua sch bo, tp ch chuyn ngnh, qua khch hang, nh cung ng, nh phn phi, nhng ngi khng phi l nhn vin thuc bin ch ca cng ty, trao i s liu vi cc nh qun tr v nhn vin khc ca cng ty. Mua tin tc t nhng ngi cung cp thng tin marketing thng ngy chuyn nghip : cc cng ty nghin cu marketing. Hoc Cng ty xy dng mt b phn chuyn trch v thu thp v ph bin thng tin marketing thng ngy. 4.3) p dng vi ca hng bch ho ABC: - Tm hiu nguyn nhn ca vic b l nhiu thng tin quan trng: Theo ng gim c l do ngun thng tin trong ni b ca hng cha c tt nhng thc t th

phi xem xt c ngun thng tin t bn ngoi c n c vi ca hng khng, v thng tin c ni b cng ty tip nhn nh th no? n g gim c pht hin ra li l do h thng tin ni b nn cho lp t c my tnh c nhn ti ca hng song hot ng khng hiu qu bi cc l do sau: + Do cha xy dng c mt h thng thng tin tnh bo marketing c th, cha xc nh chnh xc ngun thng tin cung cp cn thit + Thiu mt s thng nht gia cc h thng thng tin marketing +i ng nhn vin iu hnh h thng khng c o to mt cch bi bn - Cc yu cu xy dng h thng thng tin tnh bo: 1. Xc nh chnh xc ngun thng tin: Ngun thng tin cn bn trong v bn ngoi ang din ra i vi ca hang, ngun thng tin bn trong nh tnh thi phc v ca nhn vin, mc hi long ca khch hng i vi ca hng, dng sn phm ca ca hng c phong ph v a dng p ng nhu cu ca khch hng hay khng. Ngun thng tin bn ngoi bao gm ng thi ca cc ca hng bn l khc trong trung tm thnh ph h ni, chnh sch ca nh nc,tnh hnh kinh t v lm pht. 2. Xy mt i ng tnh bo lm vic vic hiu qu bao gm: Hun luyn v ng vin lc lng bn hng pht hin v bo co nhng din bin mi. Cc i din bn hng l tai mt ca cng ty. Cng v cng tc ca h rt thun li cho vic thu lm nhng thng tin m cc phng tin khc b st. Song v qu bn nn thng khng cung cp c nhng thng tin quan trng. Cng ty phi xc nh cho lc lng bn hng cn c pht nhng mu bo co in sn d dng in thng tin vo. Cc i din bn hng cn phi bit nhng kiu thng tin no th gi cho cn b qun tr no. C ra nhng chuyn vin thu thp thng tin tnh bo Marketing. Cho ngi ng gi ngi i mua sm theo di vic trnh din hng ca hng. Tm hiu cc i th cnh tranh thng qua vic mua cc sn phm ca cc i th, c cc t liu c cng b ca cc i th cnh tranh, d cc hi ngh c ng ca h, ni chuyn vi nhng cng nhn vin c v nhng cng nhn vin ang lm vic cho h, su tm cc qung co ca cc i th cnh tranh, v c cc tp ch, bo nh Din n doanh nghip,

Thi bo kinh t Vit Nam, Marketing. v cc bo co khc ca cc hip hi ngnh ngh. 3. o to mt i ng nhn vin nm bt v s dng c h thng thng tin tnh bo 4. Xy dng mt nhm nh chuyn v h thng thng tin marketing - Cc bc tin hnh 1. Chun b h thng: Bc th nht i hi phi pht hin nhng kiu thng tin cnh tranh quan trng, pht hin nhng ngun tt nht ca nhng thng tin v c ra mt ngi qun tr h thng v cc dch v ca n.

2. Thu thp s liu: Cc s liu c thu thp lin tc t hin trng (lc lng bn hng, nhng ngi cung ng) v t nhng s liu cng b (nhng n phm ca Nh nc, nhng bi ni chuyn, nhng bi bo). 3. nh gi v phn tch: Cc s liu c kim tra v gi tr v tin cy, gii thch ngha v sp xp li mt cch thch hp. 4. Phn pht v tr li: Nhng thng tin ch cht c gi cho ban gim c v nhng ngi ra qyt nh. Vi h thng ny nhng ngi qun tr ca hng s nhn c kp thi nhng thng tin v cc i th cnh tranh , tnh hnh ang din ra ti ca hng qua in thoi, bn tin v nhng bo co. Nhng ngi qun tr cng c th lin h vi b phn ny khi cn gii thch ngha ca mt bin php t ngt ca mt i th cnh tranh hay khi cn bit nhng mt yu v mt mnh ca i th cnh tranh hoc cch thc phn ng ca i th cnh tranh i vi bin php d tnh ca ca hng. - Nhng trang thit b c x dng: + H thng cc my tnh bn c ci t biu mu nhn vin d dng trong vic tick cc thng tin nhanh chng v khng mt nhiu thi gian c th phc v tt cho khch hng + My m s lng ngi,my tnh xch tay, h tr mt phn gip nhn vin i quan st cc siu th khc c th thu thp v gi thng tin kp thi v cho b phn h thng thng tin marketing trong ca hng

+ My quay phim USB 3G ,h thng my ch phn tch d kiu ti phng h thng thng tin marketing + Kt ni mng Lan trong ni ca hng mi nhn vin c th nm bt c thng tin