Loi hnh nghin cu chnh: nghin cu ng dng.

i tng nghin cu: Caf sch - mt loai hinh dich vu giai tri co s kt hp hai hoa gia sach va cafe. Trong o, sach phai la yu t c coi trong hang u, la iu lam nn net c trng cua loai hinh cafe sach. Do vy, moi hoat ng cua cafe sach u cn phai xoay quanh sach, hng v sach. y l 1 tng kinh doanh kh hay. Nu thc hin c y tng va ap ng c nhu cu cua khach hang thi chng nhng y la mt m hinh kinh doanh co hiu qua ma con mang tinh xa hi cao khi gop phn xy dng c vn hoa oc trong long ngi dn thanh ph. Thc trng: cac quan cafe sach hin nay trn ia ban H Ni c chia lm hai nhom ln: cafe sach ung nghia va cafe sach cha ung nghia. i tng nghin cu chinh la nhom cafe sach ung nghia.Tuy nhin vn cn nhng qun caf tn tai mt cach m nhat, vt v xet theo khia canh xa hi ng thi khng mang lai hiu qua nu xet theo khia canh kinh t. Y mun cua nha u t a khng bt gp c vi nhu cu cua ai a s khach hang. o cung chinh la nghich ly trong thc trang hin nay cua loai hinh cafe sach. T thc trang nu trn, ta c th d oan c xu hng phat trin cua loai hinh nay. Nu cafe sach i theo hng thoa man nhu cu khach hang thi no se anh mt c trng cua minh va se khng con la cafe sach ung nghia na. Nu cafe sach phat trin theo hng gi nguyn c trng cua minh la moi th u xoay quanh sach thi kho co th tip tuc duy tri hoat ng lu dai do khng ap ng c nhu cu cua ai a s khach hang. Nhm th nht l nhm Cafe sch ng ngha Cc Cafe sch ny ap ng c ban cac tiu chi v cafe sach. ng thi, cac cafe sach nay co quy m tng i ln, co th phan anh kha chinh xac s anh gia cua khach hang i vi cafe sach tht s. Nhm th hai l nhm Cafe sch cha ng ngha Cc qun ny khng n thun l Cafe sch m c th l mt hng i khc hay mt hnh thc kt hp nhng vn ly tn l Cafe sch. Nguyn nhn chu yu: chinh la do cafe sach a khng th khai thac hiu qua c c trng cua loai hinh nay. o chinh la sach. Khach hang n cafe sach khng phai vi sach ma la vi khng gian y, trong khi tiu chi cua mt cafe sach tht s la moi th u phai xoay quanh sach. iu nay a dn n mt nghich ly: chu u t cua cafe sach qua chu trong v sach (chi phi danh cho sach chim ti trng rt ln) ma it quan tm n vn khng gian, cach trang tri; trong khi iu khach hang ang cn cafe sach lai la yu t khng gian. Nguyn nhn su xa: a. Nguyn nhn t cc yu t vn ha x hi. Nn vn ha Vit Nam rt coi trong vic hoc tp, giao duc tri thc nhng thc s vn ha c khng c ph cp mt cach su rng nh mt s nc phng Ty do nhiu nguyn nhn lich s lai. Trong nhiu nm nay, tt c cc cp hc, t ph thng cho n i hc, hc sinh it co c mt thi quen c sch ung n cung nh cha co nhiu s hng dn cua thy c, phu huynh trong vic la chon sach va oc

sach. Ba yu t - thi quen c, kh nng la chn v cch c - hp thnh ct li ca vn ha c. Trong khi , cc nc tin tin, tr em a c hng dn nhng iu ny ngay t khi cn nh, lin tc cho n khi vo i hc. V vy, thi quen c sch cha phi l mt thi quen ph bin trong cng ng. Tuy nhin, th h tr hin nay dng nh b vn ha nghe nhn li cun mnh hn l vn ha c. Nhiu ngi vn cha co thoi quen oc sach. Mt khc, trinh dn tri con thp, mt bng thu nhp ca ngi dn cng cha cao. Co ve nh vn hoa oc con la thu vui xa xi i vi nhiu ngi. i vi tng lp tr thc, ho bi chi phi qua nhiu bi cuc sng nhanh, gp hang ngay. Nhiu ngi khng con thi gian oc sach, thm chi nu ranh ri, sach cung khng phai la la chon u tin trong mun van la chon giai tri khac. Trong khi o, cafe sach lai la mt loai hinh lin quan mt thit n sach, n vn hoa oc. Khng kho hinh dung cafe sach ang bi a s cng chung bo ri khi m trong nhu cu cua ho, sach cha phai la yu t c coi trong. b. Nguyn nhn t sn phm v quy trnh qung b thng hiu V san phm dich vu (P1 Product), co th noi nguyn nhn la sach v cach bai tri sach cha tht s tao c hng thu khach hang oc sach. Va do o cung cha th li cun khach hang bng sach c trng cua cafe sach. V c ng v qung b thng hiu (P4 Promotion), thc t cho thy trong thi gian qua cafe sach a co nhiu n lc trong vic em hinh anh cua minh n vi cng chung. Trn thc t, hoat ng quang ba thng hiu cua Caf sch con th hin nhiu im cha hiu qua: Th nht, Caf sch la mt loi hnh dch v mi nhng khng y manh khu quang cao ma chi dng lai cng cu quan h cng ng. Mt khac, hoat ng quan h cng ng cung chi dng lai bng hinh thc PR qua mang Internet va bng cach truyn ming. iu nay dn ti h qua tt yu la cc thng hiu Caf sch con kha xa la vi nhiu ngi va khng th khai thac ht tim nng thi trng. Th hai, Caf sch a khng tao c s phi hp ng b gia cac cng cu cua qua trinh chiu thi tao c n tng i vi khach hang. ng thi, quy trinh quang ba thng hiu cung a khng c quan tm va coi trong ung mc. l nhng l do khin cafe sach vn la mt loai hinh giai tri kha m nhat, cha tao c n tng su sc i vi khach hang. Gii php: Nh vy, nu cafe sch khng c s ci thin tch cc th loi hnh s khng th tip tc pht trin theo ng c trng ca n. Tuy nhin, xt trong di hn, cafe sch l mt loi hnh dch v rt c tim nng. Nn kinh t ngy mt pht trin, trnh dn tr cng nh thu nhp ca ngi dn c nng cao. V th, nhu cu v cc loi hnh gii tr lnh mnh cng s c nng cao theo s pht trin chung ca kinh t x hi. Mt khc, sch l mt ngi bn hu ch ca con ngi; mc d trong giai on hin nay c th sch cha nhn c s quan tm ng mc. Tuy nhin, li ch ca sch l mt iu khng th ph nhn. V vy c l do tin rng trong tng lai sch s tr li ng vai tr v v tr ca n trong i sng ca mi ngi. Vi nhng iu kin nu trn, nu cafe sch gii quyt c mu thun gia mun ch quan ca nh u t v nhu cu ca i a s khch hng th loi hnh ny vn c th pht trin theo ng c trng ca n.

Gii php cho sn phm dch v

a. Trong ngn hn Hin nay, thc trng cho thy khch hng n cafe sch c nhiu mc tiu khc ch khng ch l c sch. V th ta cn a dng ha dch v ti cafe sch nh: Th nht, phn chia ra thnh cc tiu khu nh trong cafe sch, mi phn khu p ng mt loi nhu cu cho khch hng, khng gian, cch bi tr bn gh ph hp vi mc ch s dng cho tng tiu khu. Hin ti, c th chia thnh 2 phn khu nh: Phn khu c khng gian yn tnh, bn gh cao ro, cch bi tr to mt khng gian ring t, ph hp cho khch hng c nhu cu c sch, trao i cng vic v hc bi. Phn khu c khng gian tr trung, bn gh ngi to s thoi mi, cch bi tr bn gh thn thin p ng nhu cu nhm i tng mun n cafe sch gp g bn b, th gin, truy cp Internet. Th hai, cafe sch nm ranh gii gia th vin v mt qun cafe bnh thng, do thc n thc ung cng cn c quan tm ng mc. Cafe sch hin nay cha p ng c nhu cu ca khch hng, do , cn phi nng cao, a dng ha cc loi thc ung (n) ph hp vi khch hng. Tuy nhin, vic a dng ha cc loi thc n (ung) cng cn phi c chn lc ph hp vi khng gian yn tnh ca qun. Cafe sch khng nn phc v cc loi thc ung c cn mnh, ch nn c cocktail, mocktail, v cc loi cafe, sinh t, kem v.v ph hp vi khng gian ca qun. Th ba, lp t h thng mng khng dy ph khp khu vc ca cafe sch. Mt phn khng nh khch hng n cafe sch l tra kho, nghin cu cng vic ca h, v vy, mt h thng mng Internet tt s gip cho cng vic ca khch hng rt nhiu. Cui cng, ch trng nhiu hn n yu t trang tr trong cafe sch bng cch trang tr bc tng, tiu cnh xung quanh ch ngi ca khch hng. b.Trong di hn Cafe sch cn pht trin vi mc tiu : to c s hng th c sch cho khch hng, mi hot ng ca qun u xoay quanh sch, cafe sch pht trin v hot ng ng vi nhng c trng ca cafe sch. to c s hng th c sch cho khch hng khi n cafe sch, ch doanh nghip cn phi ci thin ba yu t sau: Th nht, v cht lng sch: Sch cn p ng nhu cu ca khch hng v c ni dung v hnh thc. Ni dung ca sch cn a dng, s lng p ng nhu cu ca khch hng. Mt khc, ni dung ca sch cng cn cp nht lin tc. Nu c iu kin, trong mi th loi sch, ni dung (c bit l sch cc mn khoa hc t nhin v x hi) cn phi c p ng nh mt h thng kin thc y , t n gin n cao cp, gip cho c gi c th xem sch nh mt kho tng kin thc tht s, thun tin cho vic nghin cu ca h,to s hng th lu di i vi loi hnh cafe sch. Ngoi ra, vic bo qun sch cng cn c ch trng ng mc, ba sch phi c bc ba giy

king, sp xp gn gng, bo qun ni c t nh sng, c nh s phn loi theo tng th loi, k sch thng xuyn c lau chi sch s. Th hai, khng gian ca cafe sch: l yu t quan trng nht thu ht khch hng. V lu di, phn ln khch hng n qun ch c sch v tra cu, do khng gian cn c trang tr cho ph hp vi tng loi c gi. Vd: khu c sch thiu nhi cn bi tr truyn tranh, truyn c tch, dn gian c m t hnh nh sinh ng, bn gh c hnh trang tr cc nhn vt trong sch, ngoi ra cn c th c giy v, bt ch mu cho cc em v tranh v.v. Th ba, quan trng hn l cch bi tr trong qun cn phi tot nn c nt c trng ring ca qun, to ra c ci ring trong mt khch hng khi h ln u tin n qun. c bit, l mt khng gian tri thc tht s, yn tnh, thoi mi cho vic c sch. Trn tng qun nn c cc banner, tivi gii thiu ni dung cc sch mi c trong qun. Trn bn cng nn c cc ghi ch ghi nhng loi sch m a s c gi n xem nhiu. Bn cnh , sch cn c bi tr thot ra v cng nhc ca mt th vin kiu mu. Sch c phn loi theo tng loi i tng c gi v bn gh ti khu vc cng phi bi tr cho ph hp vi nhu cu ca c gi. Cch bi tr cng nn c xem xt sao cho d tra cu loi sch m mnh cn. Doanh nghip c th ng dng cng ngh thng tin vo tra cu v qun l sch: my tnh c trang b cho khch hng tm kim sch, trong qun nn c trang b danh mc cc loi sch nhng ni ph hp. Mc tiu th hai m cafe sch nn hng n trong tng lai l mi hot ng ca qun u xoay quanh sch. thc hin mc tiu ny, nhm nghin cu cho rng cafe sch c th thc hin cc bin php sau y: Th nht, nng cao hiu qu hot ng ca nhn vin: Nhn vin c qun l chuyn nghip, c chia ra v qun l thnh cc b phn ring bit: pha ch, phc v, tnh tin, hng dn v sch. Tt c cc nhn vin u c thc tp cc k nng v cng vic ca mnh nhm nng cao cht lng phc v. ng thi phi hiu r cch bi tr v sp xp sch, c bit nhn vin hng dn v sch cn phi c i hi v chuyn ngnh qun l th vin, c chuyn mn v ni dung sch v hiu tm l c gi t vn cho h th loi sch ph hp. Ton b i ng nhn vin phi c qun l chuyn nghip, hot ng hiu qu, phc v tn tnh cho khch. Th hai, y mnh cc hot ng bn l ca qun: Ngoi vic phc v thc ung (n) v to khng kh ph hp cho vic c sch, cc hot ng khc cng cn phi c quan tm thu ht khch hng n vi cafe sch v b tr cho vic to nim am m c sch cho khch hng. Th ba, cc caf sch nn thng xuyn t chc cc bui gii thiu cc loi sch mi, giao lu vi c gi, tc gi ca sch. Cc hot ng ny nhm to ra s khc bit ca cafe sch so vi cc loi hnh cafe khc, thu ht s quan tm ca khch hng cng nh gii truyn thng, to ra mt ln sng v hnh qung b thng hiu ca qun thng qua bo i v khch hng ca chnh loi hnh ny. Thng xuyn t chc cc cuc thi tm hiu, vit bi cm nhn v cc loi sch ca qun. Cc hot ng ny cng gp phn chuyn bin nhn thc ca cng ng v th vui c sch. Th t, Caf sch nn to s lin kt vi cc nh xut bn sch trong nc nhm c c ngun sch di do v cht lng t cc nh xut bn uy tn phc v nhu cu ca c gi. Thm na, vic lin kt ny c th gip Caf sch tit kim c cc khon

chi ph cho vic tm kim v mua sch thng qua trung gian; ng thi c c ngun sch mi phong ph, c cp nht lin tc t nh xut bn. Gii php cho hot ng qung b thng hiu Quang ba thng hiu la khu yu nht trong hoat ng Marketing hin tai cua Caf sch. co th cai thin khu nay, iu cn lam trc tin la phai nhn thc c tm quan trong cua khu quang ba thng hiu, sau o se tin hanh cai thin cu th tng bc tng thanh phn trong khu quang ba. Th nht, v hinh thc quang ba, do Caf sch la loai hinh dich vu mi va thuc thi trng B2C nn khu quang cao la quan trong nht. Co th tin hanh quang cao bng nhiu phng tin nh quang cao trn truyn hinh, bao chi, Internet, poster, phn treo ni cng cng... Quang cao phai la nhng hinh anh chuyn nghip, c xut hin thng xuyn nhm gy hiu ng ang k i vi khach hang. Tip theo, Caf sch co th thc hin cac chng trinh khuyn mai tai ch, tao im nhn bng Marketing du kich... V quan h cng ng, Caf sch phai khai thac hn na sc manh cua truyn ming, cua lan song ung h vn hoa oc cua xa hi hin nay. Th hai, cc Caf sch nn thc hin cc hot ng cng ng nh thu gp sch c ca qun, khch hng v phn pht li cho tr em ngho hiu hc. Hot ng ny va c ch cho x hi, ng thi gip cho cafe sch to c n tng tt i vi cng ng. Cui cng, Caf sch phai tao c s phi hp ng b t cac hinh thc quang ba nu trn, lam cho chung thng nht vi tiu chi va s mnh ma cc Caf sch a t ra, t o tao c sc manh Marketing tng hp va hiu qua.