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Trong thi i kinh t th trng hin nay, cc doanh nghip ngy cng nhiu, s cnh tranh ngy cng

khc lit. tn ti v pht trin trong hon cnh , gi vng c th phn, cc doanh nghip phi tng cng Marketing, qung b cho sn phm ca mnh, mt trong nhng chin lc quan trng nht trong Marketing l chnh sch nhn hiu sn phm. i vi khch hng, mt nhn hiu th hin c cc tnh cht, li ch v dch v m h c hng khi s dng nhn hiu . V th i vi cc doanh nghip kinh doanh trong lnh vc ung nh tp on c ph Trung Nguyn nhn hiu li cng tr nn quan trng. c bit trong xu hng tiu dng cc nhn hiu hng ngoi, cht lng cao ca ngi dn, i hi Trung Nguyn phi khng nh c nhn hiu ca mnh trn th trng trong, ngoi nc. Hiu c tm quan trng ca vn nhn hiu nn em la chn ti Chnh sch nhn hiu ca tp on c ph Trung Nguyn

Chng I: C S L LUN V CHNH SCH NHN HIU SN PHM I.nh ngha Sn phm l yu t u tin v quan trng nht ca Marketing- Mix. Theo quan im ca Marketing , sn phm l tt c nhng ci, nhng yu t c th tho mn nhu cu, hay mong mun ca khch hng c a ra cho bn trn th trng vi mc ch thu ht s ch mua sm, s dng hay tiu dng. Theo quan nim ny, sn phm hng ho bao hm c nhng vt th hu hnh v v hnh (cc dch v), bao hm c yu t vt cht v phi vt cht. Ngay c trong nhng sn phm hu hnh th cng bao gm c yu t v hnh. Trong thc t, ngi ta xc nh sn phm thng qua n v sn phm. Nhn hiu(Brand), theo quy nh ca Lut S hu tr tu, l du hiu dng phn bit cc hng ha, dch v cng loi ca cc c s sn xut kinh doanh khc nhau. Cc du hiu c th l t ng (du hiu ch), c th l hnh nh (hnh v, hnh chp hoc hnh 3 chiu) hoc s kt hp cc yu t c th hin bng mt hoc nhiu mu sc. Nh vy, nhn hiu l mt ch dn thng mi, dng phn bit mt loi hng ha hay dch v do mt c nhn hay doanh nghip c th sn xut hoc cung ng vi hng ha, dch v cng loi vi cc c s sn xut kinh doanh khc. II.Chnh sch v nhn hiu i vi tt c cc cng ty, t cng ty nh nht n cng ty a quc gia ln nht, chnh sch sn phm c quan tm mi cp qun l. Mc d nhng nh lnh o cao nht phi a ra nhng quyt nh v sn phm, nhng trong thc t h phi da vo b phn marketing quc t c c nhng thng tin, nh thng tin v phn tch nhu cu ca th trng, a ra cc quyt nh c lin quan n nhng c tnh ca sn phm, dy sn phm (product line), h sn phm (product mix), nhn hiu, bao b. Vn ny cng tr nn cc k phc tp i vi vic iu hnh mt cng ty ang thm nhp hng ha nhiu th trng khc nhau. Khch hng mi th trng khc nhau s c nhng nhu cu i hi khc nhau, do vic thc hin chnh sch sn phm nh th no cho ph hp va l mt s cn thit va v cng kh khn.

1. Nhn hiu v cc b phn cu thnh Quyt nh v nhn hiu cho nhng sn phm c th l mt trong nhng quyt nh quan trng khi son tho chin lc Marketing cho chng. Quyt nh c lin quan trc tip ti nh v sn phm v xy dng hnh nh sn phm, v hnh nh doanh nghip trn th trng. Ngoi tr chng c to ra nh th no, chc nng ca nhn hiu th hin hai phng din: khng nh ai l ngi bn gc (xut x) sn phm, v phn bit sn phm vi cc sn phm cnh tranh trn th trng. Nhn hiu gm cc b phn c bn: -Tn nhn hiu(Brand name): l phn m ta c th c c ca mt nhn hiu. -Du hiu ca nhn hiu: Bao gm biu tng, hnh v, mu sc hay kiu ch c th l mt b phn ca nhn hiu m ta c th nhn bit c nhng khng th c c. Ngoi hai khi nim trn ta cn c hai khi nim lin quan n phng din qun l nhn hiu. l: -Du hiu hng ho: l ton b nhn hiu hay mt b phn ca n c ng k ti c quan qun l nhn hiu, do n c bo v v mt php l. -Quyn tc gi: l quyn c chim tuyt i v sao chp, xut bn v bn ni dung, hnh thc ca mt tc phm vn hc, m nhc hay ngh thut. Nhng phn tch trn v nhn hiu thc ra ch l s xem xt nhn hiu trn phng din l sn phm ca thit k. Khi sn phm c gn nhn hiu v c a ra cho bn trn th trng th mi kha cnh c trng v cc c tnh, c th gn lin vi sn phm v phong cch phc v ca doanh nghip u c ngi tiu dng lin tng n nhn hiu v c h quy v yu t cu thnh nhn hiu. Theo Marketing, nhn hiu ni chung l mt s ha hn ca ngi bn vi ngi mua v s cung cp mt tp hp cc tnh cht, li ch v dch v. 2.Cc quyt nh c lin quan n nhn hiu Theo Marketing, nhn hiu ni chung l mt s ha hn ca ngi bn vi ngi mua v s cung cp mt tp hp cc tnh cht, li ch v dch v. Khi thc hin chin lc

sn phm ca mnh, cc doanh nghip phi quyt nh hng lot cc vn c lin quan n nhn hiu sn phm. 2.1.C gn nhn hiu cho sn phm ca mnh hay khng? Ngy nay, vic gn nhn cho sn phm c u im l th hin c lng tin ca khch hng i vi nh sn xut, khi m h dm khng nh s hin din ca mnh trn th trng qua nhn hiu, lm cn c cho s la chn ca khch hng, c bit nc ta hin nay, n lm c s cho vic qun l chng hng gi. V th m vn gn nhn hiu sn phm nc ta c phn ln cc doanh nghip lu hn. Tuy nhin, i khi mt s sn phm c by bn trn th trng cng khng c nhn hiu r rng. Cc sn phm vt cht cng i hi phi gn nhn nhn bit v xc nh phm cp m t v khuyn mi sn phm. Cc doanh nghip c th b lut php yu cu cung cp nhng thng tin nht nh trn nhn hiu thng bo v bo v ngi tiu dng. 2.2.Ai l ch nhn hiu sn phm? Gn nhn ca nh sn xut hay nh phn phi? Thng th nh sn xut no cng mun mnh l ngi ch ch thc v nhn hiu sn phm do mnh sn xut ra. Nhng i khi v nhng l do khc nhau, nhn hiu sn phm li khng mang tn nhn hiu ca nh sn xut. Khi ta c 3 hng gii quyt: +Gn nhn hiu ca chnh nh sn xut. +Gn nhn hiu ca nh phn phi trung gian. +Gn nhn hiu va ca c nh sn xut v va ca nh phn phi trung gian. 2.3.Tng ng vi nhn hiu chn cht lng sn phm c nhng c trng g? Nhn hiu sn phm l phn nh s hin din ca sn phm trn th trng, song v tr v s bn vng ca nhn hiu li do mc cht lng i lin vi n quyt nh. Cht lng sn phm l kh nng p ng nhu cu ca khch hng mc tiu m mt sn phm c th vi nhn hiu nht nh c th mang li. N thng c phn nh qua nhng tham s v c tnh khc nhau tu vo tng loi hng, v nht thit phi do quan nim ca ngi tiu dng quyt nh. i khi nh sn xut li nh ra cc tiu chun cht lng t nhng suy on ch quan ca mnh, khng ch n quan nim tiu chun cht lng t pha khch hng,

nhng khi khch hng li quan nim khc . V vy, trc khi quyt nh mc cht lng, nh sn xut phi tm hiu k quan nim ca khch hng v cht lng quyt nh mc cht lng cho sn phm. 2.4.t tn cho nhn hiu nh th no? Khi quyt nh a ra mt sn phm hay mt nhm sn phm ra trn th trng, gn nhn hiu cho chng, ngi sn xut cn gp phi vn : nn t tn cho nhn hiu sn phm ca mnh nh th no va thu ht c khch hng va qung co c cho sn phm Nu doanh nghip ch sn xut duy nht mt chng loi sn phm ng nht th vn li n gin. Nhng quyt nh trn s tr nn phc tp hn khi doanh nghip sn xut cng mt chng loi sn phm khng ng nht, hoc nhiu mt hng m trong li bao gm nhiu chng loi khng ng nht. Trong tnh hung trn c th c 4 cch t tn cho nhn hiu: +Tn nhn hiu ring bit c s dng cho cng mt hng, nhng c c tnh khc nhau t nhiu. +Tn nhn hiu ng nht cho tt c cc sn phm c sn xut bi cng ty. +Tn thng mi ca cng ty kt hp vi tn nhn hiu ring bit ca tng sn phm. +Tn nhn hiu tp th cho tng dng sn phm (tng chng loi hng) do cng ty sn xut. Mi cch t tn cho nhn hiu trn u c nhng u nhc im nht nh, doanh nghip phi tu trng hp m chn cch t tn no cho nhn hiu ca mnh sao cho c hiu qu Nhng d chn cch no th khi t tn cho nhn hiu cng phi m bo 4 yu cu: +N phi hm v li ch ca sn phm +N phi hm v cht lng sn phm +N phi d c, d nhn bit v d nh +N phi khc bit hn nhng tn khc 2.5. C nn m rng gii hn s dng tn nhn hiu hay khng?

M rng gii hn s dng tn nhn hiu l bt k mt mu toan no hng ti vic s dng mt tn nhn hiu thnh cng no gn cho mt mt hng ci tin hay mt sn phm mi a chng ra th trng. Vic m rng gii hn s dng nhn hiu thnh cng c u im: tit kim c chi ph tuyn truyn, chi ph qung co so vi t tn nhn hiu khc cho sn phm mi hay sn phm ci tin, ng thi li m bo sn phm c khch hng nhn bit nhanh hn thng qua nhn hiu quen thuc. Nhng nu sn phm mi khng c a thch c th lm gim uy tn bn thn nhn hiu . 2.6. S dng mt hay nhiu nhn hiu cho cc sn phm hoc chng loi sn phm c nhng c tnh khc nhau? Nhiu cng ty i vi cng mt mt hng c cc sn phm c th khc nhau, h dng cng mt nhn hiu. Vic phn bit cc c tnh c th ca tng n v sn phm da vo cc thng tin khc nhau na. Nhng c nhng cng ty, trong trng hp tng t h gn cho mi sn phm c th mt nhn hiu ring. Nhiu nhn hiu l ngi bn s dng hai hay nhiu nhn hiu cho cc mt hng hoc cc chng loi sn phm. Mi chng loi hay mi sn phm c tn nhn hiu ring nh vy gi l sn phm c hiu. Quan im ny c u im: +To cho ngi sn xut kh nng nhn thm mt bng ngi bun bn by bn sn phm. +Khai thc trit trng hp khi ngi tiu dng khng phi bao gi cng trung thnh tuyt i vi mt nhn hiu n mc khng mun mua nhn hiu mi. Khi tung ra nhiu nhn hiu gip cho khch hng c thm nhng la chn rng hn. +V mt ni b cng ty, vic to ra nhng hng c hiu mi s kch thch tnh sng to v nng cao hiu sut cng tc ca cc nhn vin trong n v. +Nhiu nhn hiu s cho php cng ty ch n nhng li ch khc nhau ca khch hng v to ra nhng kh nng hp dn ring ca tng sn phm. Nh vy m mi nhn hiu c th thu ht c cho mnh mt nhm khch hng mc tiu ring. Tuy nhin, nhiu nhn hiu cng c th to ra s phn tn ngun lc v chia ct th trng.

CHNG II
THC TRNG XY DNG V THC HIN CHNH SCH V NHN HIU CA C PH TRUNG NGUYN I. Gii thiu chung v tp on Trung Nguyn

Ra i vo gia nm 1996 -Trung Nguyn l 1 nhn hiu c ph non tr ca Vit Nam, nhng nhanh chng to dng c uy tn v tr thnh thng hiu c ph quen thuc nht i vi ngi tiu dng c trong v ngoi nc. Ch trong vng 10 nm, t mt hng c ph nh b nm gia th ph c ph Bun M Thut, Trung Nguyn tri dy thnh mt tp on hng mnh vi 6 cng ty thnh vin: Cng ty c phn Trung Nguyn, cng ty c phn c ph ha tan Trung Nguyn, cng ty TNHH c ph Trung Nguyn, cng ty c phn thng mi v dch v G7 v cng ty lin doanh Vietnam Global Gateway (VGG) vi cc ngnh ngh chnh bao gm: sn xut, ch bin, kinh doanh tr, c ph; nhng quyn thng hiu v dch v phn phi, bn l hin i. Trong tng lai, tp on Trung Nguyn s pht trin vi 10 cng ty thnh vin, kinh doanh nhiu ngnh ngh a dng. i tin phong trong vic p dng m hnh kinh doanh nhng quyn ti Vit Nam, hin nay, Trung Nguyn c mt mng li gn 1000 qun c ph nhng quyn trn c nc v 8 qun nc ngoi nh: M, Nht, Singapore, Thi Lan, Trung Quc, Campuchia, Ba Lan, Ukraina. Sn phm c ph Trung Nguyn v c ph ha tan G7 c xut khu n 43 quc gia trn th gii vi cc th trng trng im nh M, Trung Quc. Bn cnh , Trung Nguyn cng xy dng c mt h thng hn 1000 ca hng tin li v trung tm phn phi G7Mart trn ton quc. 1. Lch s hnh thnh v pht trin:

16/06/1996: Khi nghip Bun Ma Thut (Sn xut v kinh doanh tr, c ph) 1998:Trung Nguyn xut hin TP.HCM bng khu hiu Mang li ngun cm 2000: nh du s pht trin bng s hin din ti H Ni v ln u tin nhng 2001: Trung Nguyn c mt trn khp ton quc v tip tc nhng quyn ti

hng sng to mi v con s 100 qun c ph Trung Nguyn.

quyn thng hiu n Nht Bn.

Singapore v tip theo l Campuchia, Thi Lan

2002: Sn phm Tr Tin ra i 2003: Ra i c ph ha tan G7 v xut khu G7 n cc quc gia pht trin 2004: M thm qun c ph Trung Nguyn ti Nht Bn, mng li 600 qun c 2005: Khnh thnh nh my rang xay ti Bun Ma Thut v nh my c ph ha

ph ti VN, 121 nh phn phi, 7000 im bn hng v 59,000 ca hng bn l sn phm.

tan ln nht Vit Nam ti Bnh Dng vi cng sut rang xay l 10,000tn/nm v c ph ha tan l 3,000tn/nm. t chng nhn EUREPGAP (Thc hnh nng nghip tt v Cht lng c ph ngon) ca th gii. Chnh thc khai trng khu du lch vn ha Tr Tin Phong Qun ti Lm ng. Pht trin h thng qun c ph ln n con s 1.000 qun c ph v s hin din ca nhng quyn quc t bng cc qun c ph Trung Nguyn ti cc nc Nht Bn, Singapore, Thi Lan, Campuchia, Trung Quc, Ucarine, M, Ba Lan.

2006: u t v xy dng pht trin h thng phn phi G7Mart ln nht Vit Nam

v xy dng, chun ha h thng nhng quyn trong nc, y mnh pht trin nhng quyn quc t. Ra mt cng ty lin doanh Vietnam Global Gateway (VGG) c tr s t ti Singapore. 2. Ngun nhn lc Hin nay, tp on Trung Nguyn c khong gn 2000 nhn vin lm vic cho cng ty c phn Trung Nguyn, cng ty c phn TM & DV G7 ti 3 vn phng, 2 nh my v 5 chi nhnh trn ton quc cng vi cng ty lin doanh VGG hot ng ti Singapore. Ngoi ra, Trung Nguyn cn gin tip to cng n vic lm cho hn 15.000 lao ng qua h thng 1000 qun c ph nhng quyn trn c nc. i ng qun l ca tp on Trung Nguyn hu ht l nhng ngi tr, c o to bi bn, cng vi cc chuyn gia t vn c kinh nghim lm vic trong cc tp on nc ngoi. Vi chin lc tr thnh mt tp on kinh t bao gm 10 cng ty thnh vin hot ng trn nhiu lnh vc: trng, ch bin, xut khu, chn nui, truyn thng, bt ng sn.., tp on Trung Nguyn lun cn b sung mt i ng nhn lc tr, nng ng, tm huyt v sng to, sn sng cng chng ti xy dng Trung Nguyn thnh mt tp on kinh t hng mnh ca Vit Nam.

i ng nhn vin ca tp on Trung Nguyn lun c to nhng iu kin lm vic tt nht c th hc hi, pht huy kh nng v cng hin vi tinh thn Cam kt Trch nhim Danh d. 3. Tm nhn v s mng: Tm nhn: Tr thnh mt tp on thc y s tri dy ca nn kinh t Vit Nam, gi vng s t ch v kinh t quc gia v khi dy, chng minh cho mt kht vng i Vit khm ph v chinh phc. S mng: To dng thng hiu hng u qua vic mang li cho ngi thng thc c ph ngun cm hng sng to v nim t ho trong phong cch Trung Nguyn m vn ha Vit. 4. nh hng pht trin Trung Nguyn s tr thnh mt tp on gm 10 cng ty thnh vin hot ng trong cc lnh vc trng, ch bin, xut khu c ph, kinh doanh bt ng sn, chn nui v truyn thng trong nm 2007. Hin nay tp on bao gm cc cng ty: Cng ty C Phn TM&DV G7 (G7Mart), Cng ty Vietnam Global Gateway (VGG) v cc cng ty sn xut c ph Tp on c mc tiu pht trin mt mng li knh phn phi ni a thng sut, bao gm khong 100 nh phn phi ni a hng u trn 64 tnh thnh t nay n 2010, song lnh vc ch o ca Tp on Trung Nguyn vn l mt hng c ph. Cng ty c phn Trung Nguyn v cng ty C phn TM&DV G7 (G7Mart) ang ro rit chun b l trnh ln sn giao dch chng khon ti Vit Nam v Singapore. Ngoi ra, Trung Nguyn s xy dng mt trung tm c ph th gii nh mt thin ng c ph th gii ti Bun Ma Thut, d n bt u c khi ng trong nm 2007. 5. Cc thnh tu ca Trung Nguyn

Hun chng lao ng Hng III do Ch Tch nc trao tng nm 2007 Bng khen ca Th tng chnh ph cho doanh nghip c thnh tch nhiu

nm lin c bnh chn danh hiu Hng Vit Nam cht lng cao, gp phn vo s nghip xy dng x hi ch ngha v bo v t quc nm 2007

c ngi tiu dng bnh chn l sn phm ng u ngnh thc ung khng cn

trong cuc bnh chn HVNCLC 2007 do bo Si Gn Tip Th t chc.

8 nm lin t danh hiu Hng Vit Nam cht lng cao (2000 - 2007) Gii thng hiu ni ting Vit Nam nm 2006 do Phng thng mi v cng Gii thng hiu mnh Vit Nam nm 2006 do Thi bo Kinh t Vit Nam phi L doanh nghip c ph duy nht ca Vit Nam t chng ch EUREPGAP v

nghip Vit Nam cp.

hp Cc xc tin thng mi (B thng mi) t chc.

Thc hnh nng nghip tt v cht lng c ph ngon (do Institude for Marketecology cp nm 2005)

Gii thng hiu hng u Vit Nam nm 2004 do bo Si Gn Tip Th t chc. Gii thng nh doanh nghip tr xut sc nht ASEAN nm 2004 do Hip hi cc Gii thng Sao Vng t Vit nm 2003 v 2005 do Hi doanh nghip tr Vit Hun chng lao ng hng III do Ch tch nc trao tng nm 2003. Tng Gim c c trao tng gii thng Sao nm 2000 ca Hi doanh

nh doanh nghip ng Nam trao tng.

Nam trao tng


nghip tr Vit Nam. II.Thc trng xy dng v thc hin chnh sch nhn hiu 1.Nhn hiu v cc b phn cu thnh - Tn nhn hiu: Trung Nguyn - Du hiu ca nhn hiu

Ngay t u khi chn logo cho Trung Nguyn, ng L Nguyn V th hin hoi bo ca mnh: logo mi tn l hnh nh cch iu ca nh rng Ty Nguyn - ni khi ngun ca c ph Trung Nguyn, hnh mi tn hng thng ln tri th hin ch chinh phc nh cao, kht vng vn ln, pht trin vt bc. Ba vch trng trn logo l hnh nh cch iu ca li ln nh sn, th hin vn ha ca cng ty lun mun duy tr bn sc vn ha

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Ty Nguyn. Mu trng tng trng cho s tinh khit, l cam kt an ton v sinh thc phm. Mi vch trng tng trng cho mt yu t thin, a, nhn Bng hiu ca Trung Nguyn vi sc nu l chnh v l mu ca t, ca c ph, ca ci ngun dn tc. Tt c l thng hiu Trung Nguyn m cht vn ha truyn thng Vit trn thng trng quc t Logo sn phm c ph din t phong cch hin ti. Khi khng gian ba chiu c khc ni trn nn ca bin hiu cng tng mu nhng khc sc xo. Cu trc hnh thp th hin kht khao vn ln, t trn nn nu biu l mt nn tng vng chc cho s pht trin. - Bng hiu Trung Nguyn s dng gam mu nng vi cc mu ch o l , vng, nu. Nhng mu sc y sc sng th hin s tr trung v nhit huyt mnh lit ca tui tr. Trung Nguyn chn nu l sc mu chnh, v l mu ca t, ca c ph, ca ci ngun dn tc. - ng trn tng trng cho s hp nht v on kt. ng trn khng trn vn th hin cuc sng chn thc nh n vn c: vn cn nhng khim khuyt, nhng khong trng cn lp y. ng trn l mt nt c ngu hng y sng to, nh mt nt v nguch ngoc vo m, mang ci hn tinh ty, m hng v c ph ph vo cuc sng. y l mt gc nhn mi ca tch c ph, th hin s sng to l ng lc thc y mi hnh ng ca Trung Nguyn v h thng ca hng nhng quyn.

ngha cu slogan "Khi ngun sng to" : Th hin k vng: Bn tch c ph Trung Nguyn ngi tiu dng lun c nhiu tng mi l, nhng tng sng to nhm to nn thnh cng ch h, ca gia nh v s hng thnh ca quc gia. -Quyn tc gi chnh l quyn c sn xut sn phm di tn nhn hiu c ng k. Khi C ph Trung Nguyn ng k tn min trungnguyen.com.au ti Australia th tn min ny c mt doanh nghip c ph khc ti Vit Nam ng k bn c ph. Nhm chun b cho chin lc pht trin mi, n lc a c ph Vit Nam chinh phc th trng th gii, Cng ty Trung Nguyn tin hnh th tc ng k s hu tn

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min trn Internet nhiu th trng quc t. Trong qu trnh xc tin ng k s hu tn min trungnguyen trn internet ti th trng Australia th Trung Nguyn pht hin cng ty The trustee for Hinchliffe Trust ng k tn min Trung Nguyn di hnh thc mt website giao dch thng mi www.trungnguyen.com.au. Truy cp vo a ch trn dn n website phn phi trc tuyn cc sn phm mang thng hiu Highlands coffee ca Cng ty c phn quc t Vit Thi t tr s ti Vit Nam. Tuy ni dung website ny c th hin ton b bng ting Anh, nhng khi c k v so snh th ngha c bn ging hon ton cc ni dung bng ting Vit c th hin trn website ca cng ty c phn Vit Thi. Khng ch ging v ni dung, hnh nh, hnh thc hai website cn ging hon ton v h thng sn phm, hnh nh bao b - im khc bit duy nht l v ngn ng th hin trn website. Vic website c tn min trungnguyen bn c ph Highlands gy ng nhn cho rt nhiu khch hng quc t khi truy cp vo website ny v Trung Nguyn nhn c nhiu thc mc ca khch hng ti th trng Australia l ti sao li bn c ph Highlands trn website ca Trung Nguyn? Nhiu khch hng sau khi tm hiu t chi mua sn phm c ph Highlans v yu cu c cung cp cc h thng sn phm ca Trung Nguyn. Bn thn Trung Nguyn b c quan cp tn min ti Australia t chi cp tn min trungnguyen vi l do l c cng ty khc ng k s hu mc d Trung Nguyn chng minh rng sn phm phn phi trn website thuc cng ty khc - s vic ang c cc c quan php l ti Australia xem xt. R rng, vic Cng ty c phn quc t Vit Thi thng qua Cng ty The trustee for Hinchliffe Trust ti Australia ng k s dng tn min Trung Nguyn lm tn website thng mi l hnh ng c ch ch. Vic s dng tn thng mi ca Trung Nguyn lm tn min trn Internet kinh doanh c ph gy nhm ln ngi tiu dng lm nh hng n uy tn ca Trung Nguyn.

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2.Cc quyt nh c lin quan n nhn hiu 2.1.C gn nhn hiu cho sn phm ca mnh hay khng? Mt sn phm nh ngha nh l mt ci m ngi tiu dng hay ngi mua hoc ngi s dng nhn c khi thc hin vic mua hoc s dng sn phm. Nhn hiu ni ln xut x ca sn phm, ngm ni ln s bo m cht lng sn phm, n cung cp s tha mn tt nhu cu cho khch hng m sn phm khc khng th c c. Vic gn nhn hiu th hin c s t tin ca doanh nghip vi sn phm ca mnh, th hin c lng tin ca khch hng i vi sn phm khi m h dm khng nh mnh trn th trng. Nht l i vi mt cng ty ln v c uy tn trn th trng nh c ph Trung Nguyn th vic gn nhn hiu ca mnh l cn thit. Nhiu ngi tiu dng s khng mua sn phm nu sn phm khng c nhn mc ca cng ty sn xut r rng, i khi ngi tiu dng ch mua nhng sn phm ca cc cng ty c uy tn trn th trng, nht l i vi nhng sn phm ung nh Trung Nguyn. Vic gn nhn cho nhng dng sn phm thnh cng, chim lnh c th trng nh G7, Passiona mang li nhng uy tn nhm khng nh c thng hiu Trung Nguyn trn th trng. 2.2.Ai l ch nhn hiu sn phm? Gn nhn ca nh sn xut hay nh phn phi? Cc cng ty ln s c nhng nh phn phi c quyn, h thng phn phi rng khp, nn h s gn nhn sn phm l cng ty mnh. Vi mng li 600 qun c ph ti Vit nam, 121 nh phn phi, 7000 im bn hng v 59000 ca hng bn l sn phm Nhn hiu sn phm ca Trung Nguyn c gn nhn ca chnh nh sn xut l Trung Nguyn, ch s hu nhn hiu sn phm l Trung Nguyn 2.3.Tng ng vi nhn hiu chn cht lng sn phm c nhng c trng g? - C ph 777 T hnh tng chic my bay Boeing 777 vi s mnh m cng kh nng chinh phc khng trung, vt qua nhng hnh trnh di xuyn lc a, Trung Nguyn cho ra i mt sn phm c ph mang tn 777, vi hng thm quyn r, khu v m rt c trng.

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Hn hp c bit ca nhng ht c ph Arabica v Robusta cho ra i mt sn phm c hng v tht m vi mu nc pha nu m. Dng nng hoc chung vi l cch thng thc ca nhng ngi snh ung c ph. 777 gm cc loi sn phm: Lucky (hp 250g & 500g): Hn hp c bit ca nhng ht c ph Arabica v Robusta cho ra i mt sn phm c hng v tht m vi mu nc pha nu m. Dng nng hoc chung vi l cch thng thc ca nhng ngi snh ung c ph. Hero (hp 100g & 500g): C hng v m du m va, thch hp cho nhng ngi mi thng thc c ph. Win (hp 100g & 500g): S kt hp ca hai loi ht Arabica v Robusta s em n cho bn mt hng v m , ngon hn khi dng chung vi sa hoc . Victory (hp 100g & 500g): Mt sn phm c ph c ch bin t nhng ht c ph Arabica v Robusta mang hng v nng mnh thm ngon, thch hp cho nhng ngi c gu ung c ph m. - C ph G7: c ch bin t ngun nguyn liu tt nht vi cng ngh hin i v b quyt chit xut c bit, C ph ha tan G7 c hng v khc bit, m c v quyn r, ng gu thng thc c ph Vit Nam. G7 3in1 C ph ha tan s 1 Th thit t Bun Ma Thut (C c gp 2 ln) Cht lc tinh ty t nhng ht c ph ngon nht Bun Ma Thut kt hp b quyt ch bin khc bit gip c c gp hai ln, c ph G7 3in1 c khu v v hng thm m m khng mt loi c ph ha tan no c c. - C ph Passiona: Passiona c cng thc c bit v hng v quyn r c o vi hm lng caffeine ph hp p ng gu thng thc c ph ca phi p. c bit, vi b quyt ring ca cc chuyn gia c ph hng u, Passiona ln u tin s dng ng n king v c b

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sung cc dng cht Collagen, Viatmin PP cng cc loi tho mc Phng ng qu him gip ln da khe p, tt cho sc khe. L sn phm c bit ch c ti Trung Nguyn, Passiona em n cho ph n s tnh to, tp trung v mt v p quyn r sng trn vi am m v thnh cng trong cuc sng. 2.4.t tn cho nhn hiu nh th no?. i vi mt cng ty ch bin ung nh Trung Nguyn, sn xut nhiu chng loi sn phm th vic t tn cho sn phm tr nn phc tp hn khi sn xut mt chng loi sn phm. Trung Nguyn t tn cho dng sn phm ca mnh nh sau:

Diamond collection

Clasic Blend

Weasel

Legendee

Passiona

G7

777

2.5. C nn m rng gii hn s dng tn nhn hiu hay khng? Trung Nguyn lun ch trng n vic a cc dng sn phm mi ra th trng ngi tiu dng do C ph Trung Nguyn tung ra th trng nhiu sn phm bao b mi cho nhm sn phm c ph Sng to v c ph Hn hp. Bao gm 7 loi c ph vi tn gi c ph sng to t s 1 - 5. Nt mi ca sn phm l hnh nh thit k bao b hon ton mi, th hin phong cch khc bit, c o vi biu

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tng hnh mt tri mc trn nn mu nu truyn thng. Trung Nguyn cng gii thiu 2 sn phm: c ph Legendee v c ph Passiona dnh ring cho khch hng n. 2.6. S dng mt hay nhiu nhn hiu cho cc sn phm hoc chng loi sn phm c nhng c tnh khc nhau? Cc chng loi sn phm khc nhau ca Trung Nguyn u c nhng nhn hiu khc nhau. Nh vy cng ty s c c sn phm phong ph, to iu kin cho khch hng c nhiu s la chn khi mua sn phm - C ph G7 c: G7 2 in 1, G7 3 in 1

- C ph 777 c cc loi: Lucky (hp 250g & 500g), Hero (hp 100g & 500g, Win
(hp 100g & 500g), Victory (hp 100g & 500g III. nh gi chung v hiu qu chnh sch nhn hiu 1. u im C ph tr thnh thc ung thng dng nht trn th gii ch sau nc ung thng thng. Cho n nay, cha c mt nghin cu khoa hc no khng nh vic ung c ph c hi cho sc khe, m ngc li, ngy cng nhiu chng c khoa hc v lm sng cho thy tc dng tch cc v ton din ca c ph i vi sc khe ca loi ngi. C ph c tc dng tch cc trong vic hn ch cc bnh: tim mch, ung th, lot d dy v t trng, chng long xng, bnh si mt, hen suyn, cc bnh v ng tiu ha; gim nguy c mc bnh Parkinson, C v thn c trng, l cafe nguyn cht rt c a chung. Ph hp vi nhng ai thch ung cafe v c thi gian th gin. Sn phm c mi v thm ngon, lm t nhng ht c ph ca vng t Bun Ma Thut, thng hiu c nh v trong lng ngi tiu dng, ng gi gn gng, tin li. Hin nay, c ph Trung Nguyn v G7 ang c xut khu n hn 43 quc gia trn th gii - h thng ca hng hin din ti Singapore, Nht Bn, Trung Quc, Thi Lan v chinh phc c nhiu i tng khch hng.

2.

Nhc im

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Thng hiu c ph Trung Nguyn d b li dng Trn thc t, bn cnh nhng kh khn v mt bng, ti chnh, hnh nh th kh khn ln nht m Trung Nguyn phi ng u l Goliath c ph Starbucks, mt tp on c ph ln nht th gii ca M. S thnh cng ca Trung Nguyn th trng ni a cng ging nh Starbucks M, ngoi tr vic Trung Nguyn thng tr th trng ni a ca mnh ch trong 4 nm, trong khi Starbucks phi mt n 15 nm. Ti Nht, Starbucks c n gn 400 ca hng trong tng s hn 6000 ca hng ca n trn khp th gii. Tuy nhin, iu ng ngc nhin l i l nhng quyn Trung Nguyn ti Nht Bn li n nh gi mi tch c ph Trung Nguyn cao hn 50% so vi Starbucks v cao hn 25% so vi cc c ph ni a khc. Ngnh c ph Vit Nam mc d c nhng bc pht trin thn k trong thi gian qua, ng gp mt cch ng k vo s n nh v pht trin chung ca k Lk, Ty Nguyn, v ca c Vit Nam. Tuy nhin, s pht trin ny vn cn cha ng y nhng yu tt km bn vng: ch yu l xut c ph nhn, c ph ch bin v thng hiu cn v cng thp; bn thn gi tr ca c ph nhn xut khu cng rt thp, cng xut cng thit do khng ch trng n cht lng v tnh lu di ca sn phm, t l tiu dng c ph trong nc vn mc rt thp (0,5kg/ngi/ nm s vi cc nc trng c ph khc c mc trung bnh l 3kg/ngi/nm) khng to ra s t ch ca sn lng tiu dng ni a so vi xut khu; c ph vn ch l c ph, chng ta cha bit khai thc cc gi tr v vn ha, du lch, u t, ti chnh, kho vn, khoa hc k thut, kinh t tri thc, l nhng ngnh, nhng lnh vc c lin quan mt thit n ngnh c ph.

Chng III: GII PHP NNG CAO LI TH CNH TRANH

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u t nghin cu v pht trin cc dng sn phm mi nh c ph 777 vi nhiu loi sn phm c o khc nhau -u t m rng dy chuyn sn xut tng cng nng lc cung ng sn phm, p ng nhu cu ca ngi tiu dng, c bit l cc sn phm ch lc chim t trng tiu th cao. -Nng cao cht lng cht lng sn phm, ko di tui th sn phm Mang n cho ngi tiu dng nhng sn phm cht lng vi mc gi c hp l. Ch trng pht trin nhng nhn hiu c uy tn thnh nhng nhn hiu hng u trn th trng, gi vng, m rng c th phn, to dng lng tin cho khch hng -Quan tm n chnh sch qun l bn quyn nhn hiu, hn ch nhng mt hng nhi, hng km cht lng trn th trng. Trin khai nhngchng trnh chng hng gi thng qua vic nng cp bao b sn phm, tuyn truyn nhng c im gip ngi tiu dng c th nhn bit c hng tht v hng gi, phi hp vi cc c quan chc nng pht hin hng gi trn th trng. - Xy dng nhng chin lc hp tc, lin doanh, lin kt vi cc i tc nc ngoi trn ton cu. -u t - M rng h thng knh phn phi. Duy tr lin tc n nh s pht trin, tng trng, hiu qu thng qua gi tr thng hiu, hot ng to uy tn cho cc nhn hiu sn phm ca mnh.

KT LUN

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Trong bi cnh hi nhp hin nay, cc nhn hiu Vit Nam , ang v s ,ng u vi cc nhn hiu sn phm nc ngoi trn mi lnh vc hng ha v dch v, c trong nc v nc ngoi. iu ny i hi doanh nghip Vit Nam phi c mt ci nhn chin lc v xy dng, pht trin, qung b v bo v nhn hiu mt cch c hiu qu t th trng trong nc. vn ra th gii cc doanh nghip Vit Nam cn phi c mt chin lc tip cn bi bn hn. Xy dng c cc nhn hiu sn phm mnh s gip doanh nghip Vit Nam c kh nng ng vng trong mi trng cnh tranh khc lit hin nay. Vi nhng g ang th hin, mc d cha thc s hon ho nhng Trung Nguyn c th t tin cnh tranh vi cc i th ln, chim lnh th trng ni a v m rng xut khu. Sau nhiu nm pht trin, Trung Nguyn khng nh c thng hiu ca mnh l thng hiu gn gi vi ngi tiu dng, tn ca Trung Nguyn c v th trong x hi, c nhng du n ng gp cho s pht trin ca c cng ng v cng c cc qu u t nc ngoi nh gi cao..

A.Cc k hiu vit tt dng trong bi:

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1. s/p - Sn phm 2. c/s - Chnh sch B. Danh mc ti liu tham kho: 1.Gio trnh Marketing cn bn PGS.TS Trn Minh o - NXB H Kinh T Quc Dn. 2.Webside www.marketingchienluoc.com 3. Webside www.thuonghieuviet.com 4. Webside www.vietnambranding.com - cm nang trc tuyn hng u Vit Nam chuyn cung cp thng tin, kin thc thuc lnh vc xy dng v pht trin nhn hiu, thng hiu.

Mc lc

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Li ni u Chng I. C s l lun v xu dng, thc hin c/s nhn hiu I. nh ngha II. Chnh sch v nhn hiu 1. Nhn hiu v cc b phn cu thnh 2. Cc quyt nh c lin quan n nhn hiu Chng II. Thc trng xy dng chnh sch nhn hiu I. Gii thiu chung v tp on c ph Trung Nguyn 1. Hnh thnh v pht trin 2. Ngun nhn lc 3. Tm nhn s mng 4. nh hng pht trin 5. Cc thnh tu ca Trung Nguyn II. Thc trng xy dng, thc hin c/s nhn hiu Trung Nguyn 1. Nhn hiu v cc b phn cu thnh 2. Cc quyt nh c lin quan n nhn hiu III. nh gi chung v hiu qu c/s nhn hiu Trung Nguyn 1. u im 2. Nhc im Chng III. Gii php khc phc Kt lun K hiu vit tt v danh mc tham kho

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