Gi i php nh m ti nh v th ng hi u c ph Trung Nguyn

c ng ti m s : 35904
LI NI U.............................................................................................1
CHNG 1:NHNG VN C BN V THNG HIU.............2
I. Khi nim, ni dung, vai tr, bn cht thng hiu...............................2
1. Khi nim thng hiu (Trademark)................................................2
2. Ni dung thng hiu........................................................................3
3. Vai tr ca thng hiu.....................................................................7
3.1. Tng cng s trung thnh ca khch hng v gim chi ph tm kim7
3.2. Tng li nhun cho doanh nghip..............................................7
4. Bn cht ca thng hiu..................................................................8
4.1. Thng hiu l du hiu nhn bit sn phm, dich....................8
4.2. Thng hiu l s m bo li ch ca c khch hng v doanh nghip.
...........................................................................................................9
II. Gi tr ca thng hiu.........................................................................9
1. S nhn bit thng hiu ca khch hng.......................................10
2. Cht lng cm nhn......................................................................10
3. S trung thnh ca khch hng.......................................................11
3.1. Lng trung thnh v gi tr ca thng hiu............................11
3.2. Tng cng lng trung thnh thng hiu...............................12
CHNG 2: THNG HIU TRUNG NGUYN...............................13
I. Lch s hnh thnh v pht trin ca thng hiu c ph Trung Nguyn....13
II. Thc trng vic duy tr v pht trin thng hiu c ph Trung Nguyn.
.................................................................................................................18
1. Thnh cng trong qu trnh duy tr v pht trin thng hiu c ph
Trung Nguyn.....................................................................................18
2. Nhng vn cn tn ti ca thng hiu c ph Trung Nguyn..20
CHNG III: GII PHP NHM TI NH V THNG HIU C
PH TRUNG NGUYN...........................................................................23

I. Gii php trong chin lc nhng quyn thng hiu ca Trung nguyn.
.................................................................................................................23
1.Tin hnh nh gi li ton b h thng qun nhng quyn.........23
2. a ra cc tiu chun franchise......................................................23
3. Thng xuyn ly kin nh gi ca khch hng........................24
II. Cc gii php Marketing - Mix...........................................................25
1.V sn phm (Product).....................................................................25
2.V gi c (Price)...............................................................................26
3.V phn phi (Place)........................................................................26
4. V xc tin hn hp (Promotion)....................................................27
KT LUN................................................................................................29

L I NI U

Trong thi i ton cu ho v hi nhp kinh t ca Vit Nam, cc

doanh nghip Vit Nam nh cht bng tnh vi vic nhn thc rng c mt yu
t khc na ngoi yu t cht lng, gi c tham gia vo chin lc cnh
tranh ca doanh nghip. chnh l thng hiu ca sn phm .
Sn phm l nhng g c sn xut ra trong nh my nhng thng hiu
l nhng g khch hng mua. Sn phm c th b bt chc bi cc i th cnh
tranh nhng thng hiu l ti sn ca ring cng ty. Sn phm c th nhanh
chng b lc hu, nhng thng hiu nu thnh cng s khng bao gi b lc
hu. Thng hiu chnh l mt b phn cu thnh ca sn phm. N cng c
khng nh th uy tn ca sn phm i vi ngi tiu dng cng tng, kh nng
tiu th ca sn phm cng ln. V vy c th pht trin v ng vng trn
th trng cc doanh nghip cn phi y mnh vic pht trin thng hiu.
C ph Trung Nguyn nh l mt doanh nghip i tin phong trong tin
trnh nhn thc . Vi nhng chin lc kh r rng v c th thng hiu
Trung Nguyn ang ngy mt khng nh vai tr, v tr ca mnh trn th trng
Vit Nam v vn ra th gii.
Tuy nhin trong vn qun l thng hiu ca Trung Nguyn khng phi
l khng c nhng bt cp. Trong ti ny em xin a ra mt s gii php
nhm qun l hnh nh ca thng hiu Trung Nguyn da trn l thuyt v
thng hiu v thc t pht trin ca Trung Nguyn.

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