B CNG THNG TRNG I HC CNG NGHIP TP.

H CH MINH KHOA QUN TR KINH DOANH MN CHUYN MN HC --- ---

GVHD: TS. Nguyn Minh Tun SVTH: Lm Anh Quc-07709711

Tp.HCM, ngy 20 thng 12 nm 2010

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Chuyn mn hc c th ni l mn hc h thng li nhng kin thc tch ly c v h thng li mn hc bn thn mnh yu thch, ng thi mun tm hiu su hn v l thuyt cng nh tnh hnh thc t hin nay. V cng l nguyn do ti chn mn Qun Tr Marketing lm chuyn mn hc cho mnh, khng nm ngoi mc ch h thng li kin thc mnh hc cng nh mun chuyn su v lnh vc mnh am m. Thc hin chuyn ny, ti khng ch i v lnh vc Marketing m cn i v chuyn su trong mt nhnh ca Marketing l hnh thc Qung Co Trc Tuyn (Online Advertising), mt trong nhng cng c hiu qu nht ca Marketing hin nay. Vy nn ti hy vng nhng g ti trnh by trong bi vit ny s gip cho cc bn no mun tm hiu su v Qung Co Trc Tuyn cng nh gip cho ti h thng li nhng g mnh hc bn nm qua ti Trng i Hc Cng Nghip

Mc lc Phn m u 1 Mc tiu nghin cu 2 i tng nghin cu 3 Phm vi nghin cu 4 Phng php nghin cu 5 Kt cu ti Phn ni dung Chng 1 c s l lun 1 Tng quan v Qun Tr Marketing 2 Qung co v c im ca qung co 3 E-marketing v c im ca E-marketing Chng 2 thc trng qung co trc tuyn Vit Nam 1 Tng quan v qung co trc tuyn 2 Tim nng ca qung co trc tuyn 3 Th trng qung co trc tuyn vit nam cc nm gn y Chng 3 khuyt im v gii php 1 Cc nguyn nhn khin qung co trc tuyn cha pht trin 2 Mt s gii php cho th trng qung co trc tuyn vit nam Phn 3 nh gi mn hc 1 Nhn xt 2 nh gi

Phn 2:Ni dung Chng 1: C s l lun 1)Tng quang v qun tr marketing - Marketing bt ngun t nhng nhu cu v mong mun ca con ngi. V trong nn kinh t y tnh cnh tranh, con ngi tha mn nhng nhu cu v mong mun ca con ngi thng qua trao i bng cch chn mua v tiu dung cc sn phm do cc doanh nghip cho bn trn th trng. Do c nhiu sn phm c th tha mn cng mt nhu cu, nn vic la chn cu ngi tiu dng c hng dn bi cc khi nim li ch, chi ph v mc tha mn. Mc d c nhiu cch nhn c sn phm (t sn xut, tc ot, cu xin,) nhng trao i bao gi cng l mt phng thc c bn m nh ngi mua c c th mnh cn tha mn nhu cu v ngi bn tiu th c sn phm v mc tiu li nhun. - Marketing l hot ng c thc ca con ngi hng n s tha mn cc nhu cu v mong mun thng qua cc tin trnh trao i. Qun tr marketing l mt qu trnh phn tch, hoch nh, thc hin v kim tra cc chng trnh marketing nhm to dng, duy tr v pht trin vi khch hng mc tiu nhm t cc mc tiu ca t chc. Cng vic ch yu ca ngi lm marketing l tm cch nh hng n mc , thi im v c cu nhu cu v sn phm ca th trng. Ni cch khc, qun tr marketing chnh l qun tr sc cu. - C nm trit l c bn nh hng cho cc doanh nghip thc hnh cc hot ng marketing ca mnh. Trit l sn xut khng nh rng ngi mua a chung nhng sn phm c sn vigi r, v vy nhim v ch yu ca nh qun tr l ci tin sn xut, nn cao hiu qu phn phi v gim gi bn. Trit l sn phm cho rng v ngi tiu dng a chung nhng sn phm c cht lng cao, gi c hp l, do nn tp trung vo vic hon thin sn phm, khng cn phi khuyn mi. Ngc li, nhhuwngx ngi theo trit l bn hng tin chc rng ngi tiu dng s khng mua nhiu sn phm nu doanh nghip thiu cc n lc bn hng v qung co. Trit l marketing nhn thc rng nhim v ca doanh nghip l xc nh nhu cu, mong mun ca khch hng mc tiu v em li s tha mn cao hn v hiu qu hn i th cnh tranh. Bn tr ct chnh ca quan im ny l th trng mc tiu, nhu cu ca ca khch hng, marketing phi hp v kh nng sinh li. Trit l marketing x hi ch trng rng s mnh ch yu ca doanh nghip l to ra s tha mn cho khch hng, p ng li ch ca x hi v trn c s m t cc mc tiu ca t chc.

- Qu trnh vn hnh h thng marketing chu s chi phi ca bn mc tiu c bn: ti a ha mc tiu dng, kh nng la chn mua hng, s tha mn ca ngi tiu dng v cht lng cuc sng. nhiu ngi tin tng rng mc tiu ca marketing nn nhm vo mc tiu nng cao cht lng cuc sng v phng tin thch hp nht t c iu l quan im marketing mang tnh x hi. - Qun tr marketing c thc hin theo mt tin trnh bao gm: phn tch c hi th trng, xc nh th trng mc tiu (o lng v d bo nhu cu, phn on th trng, la chn th trng mc tiu, nh v th trng), hoc nh chin lc marketing, trin khai marketing-mix, t chc thc hin v kim tra hot ng marketing. V th trng lun thay i v khng mt doanh nghip no c th tn ti m ch da vo sn phm v th trng ang c, nn n phi iu tra nghin cu khch hng, phn tch nhng bin i ca mi trng, cc xu hng tiu dng, thi ng x ca ngi mua, qua m pht trin cc c hi v vn dng vo hot ng marketing ca mnh. Doanh nghip cn phi o lng nhu cu hin ti, d bo nhu cu tng lai ca th trng v sn phm quyt nh quy m kinh daonh v cch thc thm nhp thi trng. doanh nghip cng phi phn on th trng theo nhng c im ca khch hng v chn th trng mc tiu sc hp dn v quy m, c cu v ph hp vi kh nng marketing ca mnh. i vi mi th trng mc tiu cn xc nh v tr ca ca nhn hiu sn phm trong tm tr khch hng th thuc tnh c u th c bit so vi i th cnh tranh. Trn c s , hnh thnh mt chin lc marketing vi nhng mc tiu v marketing-mix ph hp, ngn sch tng ng. Cui cung cn phi t chc thc hin v kim tra hot ng marketing bng cch xy dng cc chnh sch h tr, trin khai cc chng trnh hnh ng c th, cc tiu chun kim tra v tin hnh nhng iu chnh cn thit nhm m bo t c cc mc tiu marketing. 2)Qung co v c im ca qung co: a) Qung co l g:Qung co l hnh thc tuyn truyn, gii thiu thng tin v sn phm, dch v, cng ty hay tng, qung co l hot ng truyn thng phi trc tip gia ngi vi ngi m trong ngi mun truyn thng phi tr tin cho cc phng tin truyn thng i chng a thng tin n thuyt phc hay tc ng n ngi nhn thng tin. b) Lch s Qung co:

- Theo cc ti liu cn ghi li th cha ca hnh thc qung co l mt ngi Ai Cp c. ng dn t thng bo u tin trn tng thnh Thebes vo khong nm 3000 trc Cng nguyn. - Vi th k sau , Hy Lp hnh thc thng bo ny tr nn rt ph bin khi cc thng tin dnh cho cng chng c v ln cc tm bng g trng by qung trng thnh ph. - Nu nh cc bng qung co pht trin nhanh sau s ra i ca phng php in (bc p phch u tin do Caxton, ngi Anh, in t nm 1477), th ha s Php J.Chret (1835-1932) li l ngi pht minh ra hnh thc qung co hin i. l t qung co mt bui biu din nm 1867, gm mt cu ngn v mt hnh nh mu m gy n tng mnh. Tuy nhin, chnh ha s Italy L.Cappiello (1875-1942) mi l ngi u tin thc s cp ti p phch qung co vi tm bin qung co ko chocolate "Klaus" ca ng nm 1903. c) c im ca qung co 1. Qung co l mt hnh thc truyn thng c tr tin thc hin. 2. Ngi chi tr cho ni dung qung co l mt tc nhn c xc nh. 3. Ni dung qung co nhm thuyt phc hoc to nh hng tc ng vo ngi mua hng. 4. Thng ip qung co c th c chuyn n khch hng bng nhiu phng tin truyn thng khc nhau. 5. Qung co tip cn n mt i b phn khch hng tim nng. 6. Qung co l mt hot ng truyn thng marketing phi c th d) Cc th loi qung co Qung co thng qua cc phng tin thng tin i chng nh: Truyn hnh

Bo ch Internet Pht thanh Qung co trc tuyn Qung co qua bu in Qung co trn cc phng tin vn chuyn Qung co qua cc trang vng Qung co trn t ri, p phch, pano hay bng-rn Qung co trn bao b sn phm Qung co qua gi th trc tip Qung co truyn ming Qung co t n LED

e) Cc loi hnh qung co ph bin. - Qung co thng hiu (brand advertising): Qung co xy dng thng hiu nhm xy dng mt hnh nh hay s nhn bit v mt thng hiu v lu di. Ni dung qung co ny thng rt n gin v ch nhn mnh vo thng hiu l chnh. - Qung co a phng (local advertising): Qung co a phng ch yu thng bo n khch hng rng sn phm ang c mt ti mt im bn hng no nhm li ko khch hng n ca hng. (nh qung co khai trng ca hng hay qung co ca cc siu th). - Qung co chnh tr (political advertising): Chnh tr gia thng lm qung co thuyt phc c tri b phiu cho mnh hoc ng h chnh kin, tng ca minh. Cc chin dnh vn ng tranh c tng thng M l mt v d in hnh. - Qung co hng dn (directory advertising): y l hnh thc qung co nhm hng dn khc hng lm th no mua mt sn phm hoc dch v. (chng hn nh nin gim nhng trang vng). - Qung co phn hi trc tip (direct-respond advertising): Hnh thc qung co ny nhm bn hng mt cch trc tip, khch hng mua sn phm ch vic gi in thoi hoc email, sn phm s c giao n tn ni.

- Qung co th trng doanh nghip (Business-to-business advertising): Loi hnh qung co ny ch nhm vo khch mua hng l doanh nghip, cng ty ch khng phi l ngi tiu dng. Chng hn nh qung co cc sn phm l nguyn liu sn xut, hoc cc sn phm ch dng trong vn phng nh my. - Qung co hnh nh cng ty (institution advertising): Loi hnh qung co ny nhm xy dng s nhn bit v mt t chc, hay thu phc cm tnh hay s ng h ca qung chng i vi mt cng ty, t chc. (chng hn nh qung co ca cc t chc thuc lin hp quc, hay qung co ca cc cng ty sn xut thuc l nhm lm cho hnh nh cng ty mnh thn thin vi cng chng hn) - Qung co dch v cng ch (public service advertising): Thng l qung co h tr cho cc chng trnh, chin dch ca chnh ph (nh sinh k hoch, an ton giao thng ...) - Qung co tng tc (interact advertising): y ch yu l cc hot ng qung co bng internet nhm n c nhn ngi tiu dng. Thng ngi tiu dng s tr li bng cch click vo qung co hoc ch l i 3)E-Marketing v c im ca E-marketing a)E-marketing l g: - E-Marketing l hnh thc qung co trn mng, qung co trn cng ng mng nhm thc y xc tin vic bn hng, qung b thng hiu, hnh nh, dch v ca cng ty n vi khch hng. - Internet Marketing, Email Marketing, Qung co trn mng... l nhng ngn ng thng gp v y cng chnh l hnh thc Marketing online hay cn gi l qung co trc tuyn (Emarketing). - Cng nh cc loi hnh qung co khc, qung co trn mng nhm cung cp thng tin, y nhanh tin giao dch gia ngi mua v ngi bn. Nhng qung co trn Web khc hn qung co trn cc phng tin thng tin i chng khc, n gip ngi tiu dng c th tng tc vi qung co. Khch hng c th nhn vo qung co ly thng tin hoc mua sn phm cng mu

m trn qung co , thm ch h cn c th mua c sn phm t cc qung co online trn Website. - Qung co trc tuyn to c hi cho cc nh qung co nhm chnh xc vo khch
hng

ca mnh, v gip h tin hnh qung co theo ng vi s thch v th hiu ca ngi tiu dng.

Cc phng tin thng tin i chng khc cng c kh nng nhm chn, nhng ch c mng Internet mi c kh nng tuyt vi nh th. b)c im ca Marketing Online - c im c bn ca hnh thc Marketing online l khch hng c th tng tc vi qung co, c th click chut vo qung co mua hng, ly thng tin v sn phm hoc c th so snh sn phm ny vi sn phm khc, nh cung cp ny vi nh cung cp khc - Marketing online s gip cho nh cung cp c th la chn c khch hng mc tiu v tim nng m doanh nghip mun hng ti t gip doanh nghip ct gim c nhiu chi ph, nng cao hiu qu ca cng vic kinh doanh. y l c im c bn nht m cc loi hnh qung co khc khng c c nh: qung co Tivi, Raddio, bo giy... c)Hiu qu ca Marketing Online - Hiu qu ca Marketing online mang li v cng ln nay khi m Internet chim lnh th trng, ch cn mt vi ln click chut l bt c u trn th gii ny bn cng c th bit thng tin ca bt k sn phm, dch v hay nh cc thng tin m bn mun. Vic qung co trn mng s gip bn la chn nh v c khch hng tim nng, khch hng mc tiu do s tit kim rt nhiu chi ph gip doanh nghip nng cao hiu qu trong vic kinh doanh. d)Nhng u im ca qung co trc tuyn - Qung co trc tuyn gip gim ti a chi ph:Qung co trn mng (qung co trc tuyn) c rt nhiu hnh thc. Ty theo ngnh ngh kinh doanh, chin dch qung co m chn nhng hnh thc khc nhau v mc chi ph khc nhau. Tuy nhin, nhn chung cc hnh thc qung co trc tuyn kh r, v vy, bn s gim c mt khon chi ph ti u.

V d: Qung co Google Adwords hay SEO cho 1 t kha th chi ph ch dao ng t 1 n 2 triu mi thng nhng chi ph c th ln n vi chc triu n c trm triu cho 1 pht qung co trn Tivi hay cho mt mu qung co trn bo. - Qung co trc tuyn gip tm ng khch hng tim nng:Qung co trc tuyn bao gm nhiu hnh thc qung co, vi mi hnh thc qung co khc nhau s gip bn hng n mt nhm i tng khch hng khc nhau, la chn ng c khch hng tim nng v s d dng qun l theo di v h khch hng hn. H c th nhm vo cc cng ty, cc quc gia hay khu vc a l cng nh h c th s dng c s d liu lm c s cho tip th trc tip. H cng c th da vo s thch c nhn v hnh vi ca ngi tiu dng nhm vo i tng thch hp. - Qung co trc tuyn - d thc hin v qun l chin dch:Vic vn hnh v qun

l cc chin dch cng d dng, bn c th chy chin dch 24/24, bt k u trn th gii v c th ngng li bt c khi no bn mun.
Bn c th qun l c cc chi ph, hoch nh chi ph cho chin dch qung co mt cch d dng. Trong , c nhiu loi hnh qung co trc tuyn nh: ng banner, qung co Google Adwords, qung b bng dch v SEO ph hp vi m hnh ca cc cng ty trong thi im hin nay. -Qung co trc tuyn-Kh nng theo di: Cc nh tip th trn mng c th theo di hnh vi ca ngi s dng i vi nhn hiu ca h v tm hiu s thch cng nh mi quan tm ca nhng khch hng trin vng. V d, mt hng sn xut xe hi c th theo di hnh vi ca ngi s dng qua site ca h v xc nh xem c nhiu ngi quan tm n qung co ca h hay khng? Cc nh qung co cng c th xc nh c hiu qu ca mt qung co (thng qua s ln qung co c nhn, s ngi mua sn phm, v s ln tin hnh qung co,) nhng iu ny rt kh thc hin i vi kiu qung co truyn thng nh trn tivi, bo ch v bng thng bo. -Qung co trc tuyn-Tnh linh hot v kh nng phn phi: Mt qung co trn mng c truyn ti 24/24 gi mt ngy, c tun, c nm. Hn na, chin dch qung co c th c bt u cp nht hoc hu b bt c lc no. Nh qung co c th theo di tin qung co hng ngy, xem xt hiu qu qung co tun u tin v c th thay th qung co tun th

hai nu cn thit. iu ny khc hn kiu qung co trn bo ch, ch c th thay i qung co khi c t xut bn mi, hay qung co tivi vi mc chi ph rt cao cho vic thay i qung co thng xuyn. - Qung co trc tuyn-Tnh tng tc: Mc tiu ca nh qung co l gn khch hng trin vng vi nhn hiu hoc sn phm ca h. iu ny c th thc hin hiu qu trn mng, v khch hng c th tng tc vi sn phm, kim tra sn phm v nu tho mn th c th mua. V d, mt qung co cho phn mm my tnh c th a khch hng ti ni trng by sn phm ly thng tin v kim tra trc tip. Nu khch hng thch phn mm , h c th mua trc tip. Khng c loi hnh thng tin i chng no li c th dn khch hng t lc tm hiu thng tin n khi mua sn phm m khng gp tr ngi no nh mng Internet. e) Qung co trc tuyn c nhng hn ch sau: - Khc vi cc phng tin qung co khc, tip cn c vi qung co trc tuyn i tng tim nng ca bn phi c my tnh v my tnh phi c ni mng Internet - Ngi dng phi c k nng duyt web - cc nc pht trin, vic tin tng vo qung co v mua hng trc tuyn ang rt ph bin, cn nc ta, y mi ch l xu hng v ch thc s c hiu lc cho mt s ngnh ngh ph hp. - Cc vn bn v chnh sch ang trong qu trnh hon thin, cn nhiu k h cho la o trc tuyn pht trin cng lm gim tin cy ca qung co trc tuyn.

f) Cc loi hnh qung co trc tuyn: - E-mail marketing: Hnh thc qung co trc tuyn s khi v kh ph bin. N to c hi cho cc cng ty ty bin ni dung qung co v phn phi ti khch hng vi chi ph r. Gn gi vi hnh thc ny nhng hin i hn l dch v cung cp thng tin gin n RSS (Really Simple Syndication), c h tr bi cng c tp hp tin tc t nhiu trang web v phn phi ti ngi s dng. Hnh thc ny c xem l c hiu qu cao hn so vi vic gi e-mail nhng ng

thi c th gip trnh c nguy c b cng c lc e-mail v pop-up chn li hoc lm dng pht tn th rc. - Qung co banner-logo: t logo hoc banner qung co trn cc trang web c lng ngi truy cp cao hoc c th hng cao trn Google. y l cch qung co ph bin nht v c nh gi l c hiu qu cao trong vic qung b thng hiu, ng thi nhm n khch hng tim nng trn Internet. - Text link: L cch t qung co bng ch c ng dn n a ch trang web hoc sn phm, dch v. Li ch ca hnh thc ny l khi ngi s dng truy cp vo cc trang tm kim (search engine) n s t ng cp nht trang web ca khch hng ln danh mc c tm. - Qung co vi t kha: y c xem l h thng qung co c tnh nng thng minh, nhm chn vo nhng t kha nht nh. Mi trang kt qu ca Google, Yahoo! hoc Monava ca Vit Nam u c s dng hnh thc ny. Vi bt c t kha lin quan n dch v/sn phm no cc mu qung co s xut hin bn phi/trn cng hoc di cng mn hnh cc trang hin th kt qu tm kim u tin. Ngha l khi khch hng truy tm mt t kha bt k, cc c my tm kim lp tc mang mt nh ti tr (sponsor) c lin quan t ngay ln u kt qu tm kim. - Qung co tr theo hnh ng: c xem l hnh thc qung co mi, mt thut ng ca Google. Chng hn ch khi khch gh thm trang web c mua hng hoc in phiu th cc nh cung cp mi thu ph qung co ca doanh nghip. Hnh thc ny c xem l ch c li mi trng thng mi in t tin tin, ni cc giao dch c thc hin trc tuyn d dng, tin li v an ton. - Google AdSense: Ch nhn ca mt trang web c th tch hp phn mm ny hin th cc qung co ln trang ca mnh di dng vn bn, hnh nh hay video, c Google qun l v tnh gi i vi bn i qung co trn c s tr cho mi click hay 1.000 click v gn y l cho mi hnh ng. Ch nhn ca trang web chp nhn ng qung co ca Google s c hng chia hoa hng theo t l. - Rich Media/Video: Mt hnh thc tim nng ca qung co trn cc phng tin truyn thng c cc chuyn gia kinh t nh gi cao vi cc video qung co nh trn

truyn hnh. Nhng a ch tin li v c hiu qu cho cc loi hnh ny l cc trang web chia s video, hot hnh, nhc trc tuyn v c bit l tr chi trc tuyn. Cc cng ty qung co c th ng xen sn phm, dch v vo cc loi hnh ny ng thi xy dng mt s thnh phn tch hp lin quan n thng hiu ca h. Hnh thc ny c d bo c tc tng trng cao nht trong cc loi hnh qung co trc tuyn.

g) Nhng lu khi mua qung co trc tuyn - Cng ging nh bt k phng tin qung co khc, khi thc hin chin dch qung co trn mng bn phi c lp k hoch chin lc nhm m bo tin b ra c s dng hiu qu v t c cc mc tiu ra. - Bn cn tr li c cu hi: Th trng c nhm ti c trn mng khng? V nu c th ch no trn mng?. Mc d nhiu con s thng k v mng Internet cn cha thng nht, nhng iu khng th ph nhn l mng ton cu ny c hng t ngi s dng. Tuy nhin, nu khng ai trong s nhng ngi vo mng ny nm trong th trng m bn nhm ti th chin dch qung co trn mng tr nn v ch. Hy im qua nhng th mnh ca qung co trc tuyn vt tri so vi qung co truyn thng: - Phn khc th trng r rng: Mi website hay cng c trn Internet u c nhng i tng s dng nht nh. Vic kho st thng tin ngi s dng c thc hin kh n gin v ng tin cy, gip cc doanh nghip nh hng chnh xc con ng ngn nht dn n khch hng tim nng ca mnh. Khch hng c th dng cc hnh thc nh t banner cc site ni ting, lng truy cp ng hay la chn qung co Google Adwords v dch v SEO (ti u ha website trn cc cng c tm kim)Cc hnh thc ny gip cho doanh nghip tm ng khch hng mc tiu. - Ghi nhn phn ng khch hng: Bao nhiu ngi nhn thy mu qung co sn phm ca bn? Bao nhiu ngi click vo? H xem nhng thng tin g, lu li mc no lu nht trong website v sn phm? Tt c nhng thng tin quan trng ny ch l m c trong qung co truyn thng, nhng s hin th rt r rng trong bn bo co hng thng m doanh nghip nhn

c t website t banner. Nhng s liu ny cho php doanh nghip xc nh c th hiu khch hng, t xy dng chin lc qung co lu di ph hp vi nhu cu ca h. - S h tr ca cng ngh mi: Tn dng nhng tnh cht ca cng ngh s ha, cc nh qung co c th to nhng mu qung co sng ng, sng to bi tnh cht khng gii hn phng php qung co trc tuyn. Cng sng to, cc doanh nghip cng c nhiu c may thu ht s ch ca khch hng. - Chi ph hp l: Doanh nghip c th kim sot chi ph ca mnh mt cch ti u: chi ph b ra l bao nhiu v nh gi kt qu mang li ngay sau khi kt thc chin dch nh khi s dng t banner, SEO hay Google Adwords... Nm c cc thng tin ny, cc doanh nghip s cn nhc trc khi a ra quyt nh la chn hnh thc cho chin dch qung co. - S linh ng: doanh nghip c th ch ng c khng gian v thi gian qung co trc tuyn, khng ph thuc vo khung gi nh hnh thc qung co trn TV hay cc phng tin qung co khc. iu ny gip cho doanh nghip to s linh hot v ng ph nhanh trong thi i cng ngh s ha. Di y l bng so snh qung co trc tuyn trn tech24 v qung co trn truyn hnh:

mc Chi ph qung

Tech24.vn Chi ph thp, khong:

Truyn hnh Chi ph rt cao, c th l:

co 2.000.000VND/tun 150.000.000VND/pht Thi gian qung Thi gian qung co di: Tnh theo Thi gian qung co ngn: Ch tnh theo co Phm vi qung co Ngi xem qung co Thi im xem qung co tun, thng, qu, nm Ton th gii ni c kt ni Internet. Tp trung, ng i tng Bt k thi im no trong ngy, truy cp vo website l thy qung pht, giy Ton quc ni c ph sng truyn hnh. Phn tn, s lng ng, nhng phn nhiu khng quan tm n qung co v h khng c nhu cu, h xem gii tr. C nh ti thi im pht sng, theo chng trnh ln lch trc

Tnh ch ng khi xem qung co Lng thng tin truyn ti Hnh thc truyn ti thng tin Hnh thc lin h ngoi in thoi, Fax v lin h trc tip Xu hng mi

co Xem qung co t nguyn v ch ng, kh nng giao dch thnh cng s cao Thng tin v sn phm, dch v, thng hiu, nng lc truyn ti nhiu, khng gii hn Phong ph: Bi vit, hnh nh, video clip, m thanh, ng link, file nh km, c th gi catalog C thm cc phng thc lin h qua email, tin nhn ring, Yahoo Messenger, Voice chat

Xem qung co b ng, c th gy phn cm, khn gi thng chuyn knh khi n qung co Thng tin b gii hn do thi gian v chi ph

Hn ch: Hnh nh, m thanh

Khng c

Chuyn sang lm vic trn my tnh Mng Internet ang dn thay th truyn v mng Internet nhiu hn Thng tin vn c th c lu li lu di v d dng tm thy bi Google hnh, xu hng qung co cng nh vy Thng tin khng c pht li tr khi k hp ng v thanh ton chi ph qung co mi

Hu qung co

Chng 2: Thc trng th trng qung co trc tuyn vit nam 1)tng quang v E-marketing - Vit Nam l quc gia c dn s tr vi tc pht trin Internet ng kinh ngc k t khi bt u c Internet nm 1997. Hin ti c khong 25,1 triu ngi s dng Internet, tc tng trng khong 30% mi nm v c th ln ti 47 triu ngi vo nm 2013. T l ngi tham gia cc mng x hi ln ti 16,12 triu tc l 77,5% tng s ngi dng Internet. Tin tc, bo mng chim v tr rt quan trng trong i sng trc tuyn khi c ti 89% lng truy cp ri vo cc trang bo in t, 82% s dng cc cng c tm kim, 73% chat v dch v email c khai thc mc 58%... - Game trc tuyn cng l im hp dn do c im dn s tr. C ti 57% thanh thiu nin ti cc thnh ph thng xuyn tham gia cc trang game online.

- Tc pht trin v bng thng Internet cng gip cho cc hnh thc gii tr nh nghe nhc (67%), xem video trc tuyn (43%), download/upload nh (30%), webcam (21%).. pht trin mnh. Cc trang thng tin dnh cho la tui teen t ti hng triu pageviews mi thng cng khng nh vai tr ngy cng quan trng ca la tui ny ti s pht trin ca Internet Vit Nam. - Blog cng c sc hp dn rt ln i vi gii tr khi c khong 55% thanh nin trong la tui 15 n 25 s hu blog cho ring mnh. 2)Tim nng ca nghnh qung co trc tuyn ti vit nam a)Qung co trc tuyn - Theo nh gi ca Igor Ashmanov - Tng Gim c cng ty Ashmanov v cng s (Ashmanov & Partners) n t Nga, th trng qung co trc tuyn Vit Nam rt ln, s t 130 150 triu USD trong vng 5-10 nm ti. Tuy nhin, thi im ny, y vn l mng th trng cha c quan tm thc s - Nm 2009, th trng qung co trc tuyn ca Vit Nam t khong 15,5 triu USD. So vi nm 2008 th mc tng trng t khong 71%, v phn ln (khong 80%) l hnh thc thng qua hnh thc bn qung co (banner). - nh gi ca nhng nh phn tch a ra cho thy, nhp tng trng ca th trng qung co Internet Vit Nam trong vng 2-3 nm ti s ng mc khong 50%/nm. Nh vy c ngha l thm ch khng cn s nh hng ca d n ln c xut, n nm 2012 th trng s t con s khong 31,5 triu USD. Trong qu trnh pht trin th trng, phn trm ca hnh thc bn qung co s gim i, nhng khng qu nhiu. - Vit Nam hin gi l mt trong nhng quc gia c tc tng trng s lng ngi dng ng u th gii. Theo s liu ca Tng cc Thng k thng 7/2010, s ngi s dng Internet ti thi im cui thng 7/2010 t 25,1 triu ngi. - Theo k hoch quc gia, Internet s ph n khong 70% dn s t nc vo nm 2015, c ngha l ti thi im s lng ngi s dng Internet s vo khong 40 triu ngi. Ngoi ra, Vit Nam c nhiu doanh nghip nh v va, i tng ph hp nht vi qung co trn cc cng c tm kim trc tuyn. b)Thng mi in t ca vit nam ang dn bng n - i din cc c quan qun l v chuyn gia d bo khng nh, thng mi in t ca Vit Nam cn nhiu c hi pht trin, khi lnh vc thanh ton trc tuyn c ch

trng.Thng mi in t (TMT) ca Vit Nam ang pht trin mnh m v dn tr thnh phng thc kinh doanh khng th thiu ca doanh nghip. - Ngy cng nhiu doanh nghip ng dng loi hnh ny tm kim c hi kinh doanh, tm i tc, m rng th trng, gim chi ph, tit kim thi gian... - Cc chuyn gia cng cho rng, TMT Vit Nam pht trin ng kh nng cn s i tin phong ca lnh vc thanh ton trc tuyn. c bit n kh nhiu vo nm 2008 vi s ln mnh ca cc cng thanh ton in t nh PayNet, VinaPay, Mobivi, Payoo..., nhng thanh ton trc tuyn vn l mt lnh vc kh mi m. c bit, hot ng ng dng cc m hnh thanh ton trc tuyn mi ch trin khai mt vi doanh nghip ln, trong mt s lnh vc hng khng, du lch. - Hin ti Vit Nam c khong 28 ngn hng trin khai h thng th v chuyn mch quc gi, c th chia s mng li my ATM. Nhiu cng ty cung cp dch v nh: Telco, Game online, FPT Telecom, Vietnam Airlines, Jetstar Pacific Airlines... cng chuyn sang s dng cc phng thc thanh ton in t, trc tuyn qua Internet. - i din OnePay cho bit, trong gn 2 nm trin khai dch v ti Vit Nam, s lng khch hng tng 200%/nm, tng trng giao dch trn 15%/thng v trn 150%/nm. Ngn hng TMCP Quc t Vit Nam (VIB) cng cho hay, hin c 10 doanh nghip k kt hp ng chnh thc vi VIB, chp nhn cho thanh ton cc giao dch mua bn hng ha, dch v bng V in t Mobivi... - i din VTC-Intecom, ng Trn Hong Minh, th t tin hn: "c xy dng, pht trin v vn hnh t nm 2006, cng thanh ton trc tuyn VTC Paygate hin trung bnh mi ngy thc hin 1.000.000 giao dch vi doanh s t 2 t ng cho cng ng 18 triu ti khon khch hng". - Cha ht vi s pht trin thn tc, VTC Paygate c nng cp thanh VTC eBank t thang 1/2009 nhm muc ich ti u ha cac cng cu thanh toan in t v la cu ni gia cac nha cung cp dich vu khac vi khach hang. - C nhiu tim nng pht trin nh vy nhng cc chuyn gia ti din n vn phi tha nhn, thanh ton trc tuyn qua Internet ti Vit Nam hin cha to c nim tin cho ngi tiu dng, s lng n v cung cp dch v thanh ton cn t, cc loi hnh thanh ton cha phong ph.

- Thi quen s dng tin mt cng l mt yu t km hm s pht trin ca loi hnh ny. iu ny cng d hiu, bi phng thc thanh ton qua thng mi in t ti Vit Nam ch mi pht trin vi nm gn y. 2 )Th trng qung co trc tuyn vit nam qua nhng nm gn y a) th trng nhng nm trc - Cng ty Nghin cu Th trng Cimigo va cng b bn bo co chi tit doanh thu qung co trc tuyn ti Vit Nam. Quy m th trng qung co trc tuyn Vit Nam c t 278 t VN (tng ng 15,5 triu -la M). nm 2009 - D vn cn non tr, nhng th trng qung co Vit Nam tng trng 71% so vi nm 2008, ng Lukas Mira, gim c trc tuyn ca Cimigo nhn xt. y l ln u tin mt ngun d liu ng tin cy v ti qung co trc tuyn c cng b Vit Nam. - Trong nhng nm trc qung co qua mng vn chim mt phn rt nh trong tng u t qung co, v con s ny thp hn so vi cc nc cng khu vc ng Nam . tip cn vi mt ngi dng Internet, cc nh qung co ch mi chi 50 cents (tng ng 10.000VN) mi nm. Trung Quc chi gp 15 ln con s ny, ng Brian Pelz, ng sng lp Vinagame v thnh vin ca ban iu hnh IAB, nhn xt. - Trong na nm u 2009, cc qung co banner, bao gm c rich media chim khong 90% ngn sch dnh cho marketing online. Phn 10% t i cn li chia cho cc hnh thc khc nh search, mobile, e-mail Nhng nh lm qung co thch cc qung co banner hn v nhng yu t nh hnh nh p mt, cu ch chuyn ng v thng ip c lp li. Banner cng d thit k, d hiu, d chp nhn hoc t chi. Ngc li, hnh thc qung co online t c ch nht ti Vit Nam l qung co qua cng c tm kim (search engine marketing SEM). - SEM bao gm hai phng thc nhm a thng ip n ng ngi dng vo ng thi im khi h s dng cc cng c tm kim tm thng tin. Hnh thc qung co ny khng c nhng hnh nh p mt, y mu sc m ch c ch. V th, n cha thc s thu ht s ch ca nhng ngi lm qung co ti Vit Nam. Ti nc ta, ngn sch chia cho qung co qua display v SEM ngc hn so vi nhng quc gia khc trn th gii. - ng Kim Dng, Vin trng Vin Nghin cu v o to qung co Vit Nam, cho rng cuc khng hong kinh t ton cu c nhng tc ng khc nhau i vi cc nh qung

co, khin bc tranh qung co nm 2009 c s phn ha r rt. Cc ngnh hng phc v nhng nhu cu thit yu ca cuc sng khng nhng khng gim m cn tng, trong khi mt s ngnh khc li gim mnh. - Nhn nh ny cng ph hp vi s liu ca TNS Media vi nhng ngnh hng gim chi tiu qung co mnh nht l: ti chnh gim 57%; du lch, gii tr gim 50%; xe cc loi gim 32%; qun o v ph kin thi trang gim 20%... - Trng hp Tn Hip Pht c th xem l v d tiu biu vi mc chi ph qung co tng gp nhiu ln cho cc nhn hng c nh Number 1 hay Tr xanh 0 . Theo mt thng tin cha th kim chng, mt sn phm hon ton mi trong nm nay ca cng ty ny l Tr Dr.Thanh ngay thi im chun b tung hng dnh mt ngn sch qung co ln n gn 2 triu la M. c tnh mc chi qung co di mi hnh thc cho ring nhn hng ny n nm 2009 ln n con s 10 triu la. Cng theo ngun tin ny, tng chi ph qung co nm 2009 ca cc nhn hng thuc Tn Hip Pht xp x 42 triu la M - Theo kt qu nghin cu s ngi s dng internet c tin tc trc tuyn tng t 89% trong nm 2008 ln 97% trong nm 2009. c tin tc trc tuyn hin l hot ng online ph bin nht tt c cc nhm tui v gii tnh. - Trong khi , chi game trc tuyn l hot ng ph bin th hai vi t l gn 50% ngi tham gia, trong chim a phn l nam gii. Di y l mt s kt qu quan trng khc trong cuc nghin cu: - Xu hng truy cp internet ti gia nh tng t 66% nm 2008 ln 71% nm 2009 tr thnh hnh thc truy cp internet ph bin nht. - T l truy cp t internet cafe gim t 53% nm 2008 xung cn 42% nm 2009. S lng ngi mua hng qua mng cng tng t 4% nm 2008 ln 11% nm 2009. - Cc mng x hi ang tip tc pht trin mnh ti VN. Trong , cc hot ng chia s ni dung v tham gia cc din n trc tuyn hin ang l hnh thc hot ng ph bin.

- Nghin cu ca Cimigo cho thy 50% ngi s dng Internet ti vit nam ng rng h c th chn rt nhiu sn phm khc nhau trn Internet. Tuy nhin, ch c 15% cho rng mua hng trn mng l an ton. iu ny cho thy cc nh qung co trc tuyn hin nay vn cha khai thc mnh knh ny cng nh khng to nim tin ni khch hng. R rng, lnh vc ny vn cn rt rng ln v y tim nng, ch cc nh khai thc mi.

b) Mt s nh gi ca nm 2010 v d bo - Doanh thu qung co trc tuyn (QCTT) ti Vit Nam d bo t 130-150 triu USD vo nm 2010 - chim 1,5% th trng qung co. Tuy nhin, th trng ny vn cn kh s khai v nhiu tim nng. Th nht, s ngi s dng Internet Vit Nam ang tng mnh (theo thng k ca B TT &TT tnh n thng 7/2010 t 25,1 triu ngi ) t l ngi s dng phn ln l gii tr, ang to sc hp dn ln cho cc nh qung co hng ti i tng khch hng ny.Th hai, khi tnh hnh kinh t kh khn v ngn sch b ct gim, rt nhiu doanh nghip s hng ti cc gii php qung co v tip th tit kim mang li hiu

qu kinh t hn, v Internet l la chn l tng nh li th kt ni vi mt s lng ngi s dng ln vi chi ph thp. Chng ti d on phn ln doanh thu ca QCTT trong nhng nm ti s n t ngn sch qung co trn cc phng tin qung co truyn thng. - Theo kt qu iu tra Net Index, gn 70% ngi s dng Internet Vit Nam c tui t 15-30. y l nhm tui c t l ng nht Vit Nam hin nay. Ngi tiu dng tr l i tng khch hng mc tiu ca rt nhiu cc thng hiu v y l la tui d tip cn nhng xu hng mi nht cng nh tc nm bt cng ngh mi nhanh nhy nht. S cng hng ca hai yu t ny s khin QCTT tr nn ngy cng hp dn vi cc doanh nghip ang mun khai thc th mnh ca th trng tiu th tr y tim nng Vit Nam. - Cc chuyn gia trong ngnh nh gi rng th trng ny ti Vit Nam hin

ang vo giai on nh Nht Bn cch nay tm nm v nh Thi Lan cch y ba nm. Ngi dn Nht s dng rt nhiu cng c tm kim, mt phn do y cng l quc gia c t l ngi dn truy cp Internet vo loi cao nht trn th gii. Chnh v iu ny, Nht cng vi M ang tr thnh nhng th trng m loi hnh qung co trc tuyn k trn tr nn bo ha. - Ngi truy cp Internet ti Vit Nam hin s dng nhiu cng c tm kim ca cc nh cung cp dch v trong v ngoi nc nh Google, Yahoo, Xalo, Socbay Tuy nhin, cc nh cung cp hu nh cha c doanh thu m mi ch c Google v Yahoo khai thc c th trng ny. Theo c tnh ca gii chuyn gia, hin Google chim th phn ti 80-90% ti Vit Nam. Hng ny cng va mi a ra mt kt qu nghin cu cho bit mi ngy c khong 25 triu lt ngi s dng cng c tm kim ti Vit Nam so vi 11 triu lt ca nm ngoi. - Vi vic bng n cng ngh 3G ti th trng VN trong thi gian gn y, s lng ngi dng truy cp internet bng in thoi tng t bin. C th ch trong vng my thng u nm 2010, s lng ngi s dng 3G tng gp ba ln so vi cui nm 2009. - Theo thng k ca Hng phn tch th trng AC Nielsen, qung co banner hin chim ti 80% qung co trc tuyn ti th trng Vit Nam. Hng

phn tch ny nhn nh, trong thi gian ti, t l qung co banner s gim, nhng mc gim khng nhiu.
Mt s nh thng tind on nh hng c li t th gii - n nm 2013, qung co trc tuyn s vt mt bo in tr thnh th trng qung co ln th hai, sau truyn hnh, vi 117 t USD li nhun. l d bo mi nht ca Magna Global, cng ty nghin cu v d bo chin lc truyn thng ni ting ton cu. - Theo bo co ny, truyn hnh vn tip tc gi v tr "qun qun" vi 40% th phn ca tt c qung co tnh bng la v t 7,5% hng nm n ht nm 2016. c bit, truyn hnh trc tuyn s chim 4,7 t trong tng li nhun qung co ton cu v tng n 19,6% mi nm cho n ht nm 2016. - Theo Hip hi Qung co Tng tc (Interactive Advertising Bureau - IAB) v cng ty PricewaterhouseCoopers (PwC), nhng ngi lm qung co chi tiu 12,1 t la vo mng internet trong su thng u nm 2010, mt s tin k lc cho qung thi gian 6 thng. So vi cng k nm 2009, mc chi ny tng n 11,3%. - Thng k 6 thng u nm cng cho thy s hi sinh ca th trng qung co bng banner, vi doanh thu tng 16% v t hn 4,4 t la. - Trong khi qung co bng banner ang ly li sinh lc, truyn hnh trc tuyn - mt trong s t im sng ni bt trong qu trnh suy thoi - tip tc tng trng mnh m. Theo thng k ca IAB/PwC, chi tiu cho qung co vo truyn hnh k thut s t mc ln nht t trc n nay, tng vt 31% so vi giai on na u nm 2009. Tuy nhin, IAB/PwC cho bit truyn hnh k thut s mi ch chim 5% tng chi tiu cho qung co trc tuyn vo qu 2. - Mc cho tnh hnh khi sc ca qung co bng banner v truyn hnh trc tuyn, tm kim trn mng (bng cc trang tm kim nh google, bing,v.v) vn ang l phn khc ln nht ca qung co trc tuyn: chim 47% trong na nm u 2010. Theo thng k, trong giai on ny, chi tiu cho tm kim trn mng tng 11,6%, t hn mc 5,7 t la. Chng 3 nh gi v gii php cho th trng qung co trc tuyn Vit Nam 1)Mt s vn khin vit qung co trc tuyn vit nam vn cha th pht trin a) s thiu tin tng t cc doanh nghip trong nc

- Mc d chi ph t hn nhng khi lm qung co, khng nhiu doanh nghip ti Vit Nam chn qung co trc tuyn. - C l v h khng thc s tin tng vo cht lng ca qung co cng nh hiu qu m n mang li cho doanh nghip. C th qung co trc tuyn rt thnh cng v ph bin ti nhiu quc gia pht trin, ngay ti Chu vi cc nc nh Nht Bn, Hn Quc, Trung Quc hiu qu ca qung co trc tuyn khng th ph nhn. - Tuy nhin, Vit Nam th khc. Qung co trc tuyn cn kh mi, cc doanh nghip Vit Nam khng mun liu lnh th qung co trc tuyn bi l khi nim qung co trc tuyn cn rt m h so vi h. iu ny l gii ti sao th trng qung co trc tuyn" hin nay Vit Nam vn ang " di" ch cc doanh nghip. - Nu nh trong thi gian ti qung co trc tuyn Vit Nam c nhiu s u t v iu chnh ph hp p ng tt hn nhu cu qung co b)Thiu tnh chuyn nghip - QCTT ca Vit Nam ch yu hng ti vic qung co thng hiu vi hnh thc logo/banner. Ti cc website ln, logo/banner chi cht bt chp cc tiu chun v hiu qu gy n tng (nhiu nht 4 qung co/mt mn hnh). Cc dng qung co nh qua t kha, qung co theo ng cnh, theo hnh vi ... cn l nhng khi nim mi m. V hin, cng cha c mt chun no i vi cc mu thit k cho qung co trc tuyn (kch thc, v tr ...). iu ny khin khch hng mt thm nhiu thi gian v chi ph khi tin hnh qung co ti cc website khc nhau. - Ngoi ra, cha c mt t chc uy tn ng vai tr trung gian nh gi mt cch khch quan v s lng ngi dng ca cc website cng nh hiu qu khi tin hnh QCTT. V khng t cc website thng tin khng v s lng ngi dng. iu ny khin doanh thu ca QCTT VN tp trung ti vi trang web c lng truy cp cao nht (ch yu l cc bo in t, trang tin tc nh VnExpress, Dn Tr, Vietnamnet, 24h.com.vn...) thay v c th phn b cc website c th (du lch, gii tr, thng mi...). c) Phn khc th trng khng tht s r rng - Ngi s dng internet c tui trung bnh l 29 tui, nh hn so vi tui trung bnh ca dn s Vit Nam hin nay (36 tui). Trung bnh mi ngi s dng 2 ting/ngy truy cp internet.

- Nhng hot ng hng u trn internet ti Vit Nam l thu thp thng tin, d liu nh c tin tc, s dng cc website tm kim. K n l cc hot ng gii tr trong c nghe v ti nhc, phim v chi game.V mt tm kim, Google vn ng u vi t l ngi s dng l 81%, trong khi Yahoo ch c 1%. V tin tc, Tuoitre.com.vn v VnExpress ng u, tip n l Dantri.com.vn. Zing.vn ng u trong lnh vc gii tr trc tuyn, t xem phim, ti nhc, n chi game. ng Mira lu rng, th t ny c th thay i vo thi im hin nay do internet l mi trng vn ng v thay i thng xuyn. d) Khng c Phng php o lng qung co trc tuyn chnh xc nht - C nhiu ngun d liu v quy m cng nh c cu ca th trng qung co trc tuyn Vit Nam. Tuy nhin, phn ln cc s liu ny u mang tnh tng i v khng p dng phng php o lng r rng v minh bch e) s dng cc cng c qung co khng mi m - Cch thc chnh vn l qung co bng Banner - Qung co v sng to ti cc website Vit Nam khng khc bit my vi cc website Chu u, nhng cc website Vit Nam s dng text v banner l chnh, vi mt cht ci tin v cch thc (khng c nhiu dng qun co dynamic rich media [DRM] hoc cc qung co v video). - Cc banner qung co Vit Nam thng s dng cc frames gi cc banner lun nm tm mt ngi c. Khi ngi c cuc xung, v tr cc qung co ny trong tm mt ngi c. Nhn chung, bn s khng thy chng trong cc website phng Ty, nhng li rt ph bin Vit Nam.Mt v d l l cc banner trt, khi bn cun trang, thng nm hai bn tri v phi ca ni dung, c th nhn thy nhacso.net, 24h.com.vn, hoc ngoisao.net. f) Ngn ng - Ting Vit l mt yu cu bt buc trong th trng ny. Bn cng cn tm hiu xu hng, sc thi v mu sc, hnh thc v cc yu t v vn ha bao gm ngn ng- cn c nghin cu cn thn trc khi c bt k hnh ng xm nhp th trng. g) D ng qung co - Khi nhng banner dy c trn cc website, m vnexpress, dantri.com l mt v d, th qung co khng cn hiu qu na. Ngi dng d ng vi ct th ba, v website c ba ct quen thuc.

- Mt nh qun l chin dch qung co lm vic ton thi gian ti th trng Vit nam ni l mt ngi ph n t hi, cc knh qung co cn rt mi m ti Vit Nam. Ngi ta nhm ln khi lm mi th n gin nht c th, nh t cc lin kt m khng cn tracking code. a s cc n v cho t qung co ch theo hc cc kha ngn hn mang tnh i ph. Tracking code l cch kim tra xem cc banner hay qun co hot ng th no trong mi chin dch qung co, chng hn c bao nhiu ngi bm, h n t banner no, t website no. 2)Mt s gii php i vi cc vn v qung co trc tuyn a)Pht trin chuyn su qung co trc tuyn - Ngc li vi nhng d bo lc quan v s tng lai ca ngnh qun co trc tuyn l s thiu vng cc cng ty qung co trc tuyn chuyn nghip v c ting tm ti Vit Nam, sc cnh tranh vi cc i gia vo Vit Nam thi gian ti. qung co trc tuyn ch ang dng li mc c s dng trong cc website bo in, website gii tr vi tnh chuyn nghip thp, ch yu tp trung mt s t bo in t, phin bn bo in t ca mt s t bo ln v mt vi website gii tr, thng mi khc. - Tuy nhin, n nay s lng cng ty chuyn v qung co trc tuyn ch m trn u ngn tay v nu ni v tn tui cng nh th mnh th hin ch c duy nht Cng ty C phn Qung co trc tuyn 24h (Cng ty 24h). Cng ty ny hin c cc chuyn gia nh gi l cng ty chuyn nghip nht trong lnh vc qung co trc tuyn, c quyn khai thc qung co trn website Bo in t VietNamNet, website gii tr 24h.com.vn v mt h thng bao gm 70 website khc c s lng truy cp ln. - Qung co trc tuyn l mt xu th tt yu trong ngnh marketing i vi bt k quc gia no, nn Vit Nam cn xy dng cc cng ty qung co chuyn su v qung co trc tuyn c nhng thnh qu theo xu hng hi nhp. b)Ngn ng qung co - Cc nh qung co thng dng ngn ng phng i t khen hng ha ca mnh mt cch qu thi bng cc cm t tuyt ho, v ch, s 1 th gii, cng ngh hng u... cho du n, kem nh rng, hay m phm... lm cho ngi tiu dng d nghi ng gi tr s dng ca hng ha. - Ngh thut v th php qung co i khi h thp th hiu thm m, gy phn cm i vi cng chng. Thc t, phi tha nhn, c nhiu qung co t nht, n iu, gng p, s si, thiu tnh thm m, h thp th hiu ca cng chng. V d nh vic qung co bng v sinh hay

qung co ko cao su, c cnh mt anh chng nh hn ngi yu, nhng c ta ly tay xua xua, nh mt kh chu... ( c ta ch hi th ca anh chng ngi yu khng c thm tho sch s). Cnh ny khng hiu ngi nc ngoi th no ch vi Vit Nam th l hnh vi ch (nht l ch ngi yu), lm ngi b ch va xu h, va cm thy b xc phm. c)Qung co hng i tng (Targeted Ad) - Tin xa hn mt bc so vi vic t qung co nhng website c th, Qung co trc tuyn Vit Nam cn ngh ti cc hnh thc qung co hng i tng. Ngi ta vn thng cho rng Internet l mt mi trng truyn thng i chng, rng khp (mass media, N to N). Nhng thc t l sc mnh ln nht ca Internet li nm kh nng nhn bit n tng c nhn, v qung co hng i tng l nhng qung co cung cp n ng i tng khch hng mc tiu ca doanh nghip, da trn nhng thng tin c nhn m website c c v i tng (1 to 1). - V d, mt mng x hi (social network) chc chn s c c nhng thng tin tng i chnh xc v tui, gii tnh, ngh nghip, ni c tr... ca cc thnh vin tham gia trong mng ca mnh. Vi mt sn phm cho n gii, qung co c th ch xut hin cho cc thnh vin n, nh vy chi ph gim hn, hiu qu tt hn, ngi dng nhn qung co thy hi lng hn v c bit thm nhng thng tin v sn phm mnh cn. Ngc li nhng ngi khng c nhn qung co cng s hi lng hn v h khng phi xem nhng qung co khng dnh cho mnh. d) Qung co theo ng cnh (Contextual Ad) - Hnh thc qung co ny tng i ging qung co hng i tng, nhng ni dung qung co xut hin khng da vo thng tin ca ngi dng m da vo ni dung trang web ngi dng ang c. V d trang web bn v mt sn phm, mt blog hoc mt bi tin tc v ch ph hp vi doanh nghip cn qung co. Adwords hay Adsense ca Google, Yahoo... chnh l cc hnh thc qung co theo ng cnh. f) Qung co tng tc (Interactive Ad) - Khch hng ca Qung co trc tuyn c th tn dng th mnh c trng ca Internet, qung co tng tc (thng dng k thut Flash) gip ngi xem c th tham gia chi tr chi ngay trn banner. Hin nay Nokia Vit Nam v Sky Group ang trin khai mt chin dch online marketing kh rm r cho dng sn phm XpressMusic vi hng chc ngn ngi chi. g) Pht trin cc cng c qun l Qung co trc tuyn

- Hin Vit Nam, mt s cng ty ang m thm pht trin cc cng c thit lp mng qun l Qung co trc tuyn hng ti vai tr trung gian, thc hin cc Qung co trc tuyn cho khch hng trn nhiu website khc nhau.. - Cng c ny s gip i l lm tt chc nng bo co v hiu qu ca cc Qung co trc tuyn, v s lng click chut, t l click chut, chi tit theo thi gian, kt hp vi cc cng c phn tch website (web analytics) v qun l cch thc th hin qung co (ngu nhin, lin tc hay theo th t), v qun l i tng tip nhn qung co (qung co hng i tng). Qung co trc tuyn c th trin khai cc hnh thc qung co mi v pht trin mt cch bn vng th mt cng c qun l QCTT l rt cn thit. N gip cc i l qun l Qung co trc tuyn mt cch khoa hc v hiu qu hn, ng thi em li nim tin tt hn cho cc doanh nghip v hiu qu thc t ca qung co m h tr tin. h) Xy dng mt h thng php l cht ch - Cn phi c mt h thng kim chng v xc nhn cc thng tin xut pht t cc ngun internet v phn ln thng tin u khng hon ton chnh xc, t bit cng ngh copy-paste ang gin tri trn mng, n dn n vic thng tin v bn quyn thng tin b nh cp mt cch khng c cn c, quy nh cht ch hn trong vic t thnh lp cc wedsite Phn 3: nhn xt v nh gi mn hc 1. Nhn xt - Mn hc ny cung cp cho sinh vin kin thc thc tin v ng dng v qun tr marketing c bit l hnh thc qung co t quan im chin lc, bao gm nng cao hiu bit ca sinh vin v cc khi nim marketing, cc cng c v k thut phn tch, quy trnh marketing, cc chc nng marketing v mi trng marketing gip sinh vin thnh cng hn khi qun l doanh nghip. Sinh vin s p dng cc kin thc ca kha hc phn tch v gii quyt cc vn marketing chin lc. - Sau khi tt nghip c nhn Qun Tr Kinh Doanh sinh vin s c trnh l thuyt v nghip v c th m nhim cc v tr gim c marketing hoc bn hng ; hoc cng tc trong cc b phn kinh doanh, marketing, lp cc k hach kho st, nghin cu khch hng, nghin cu th trng, k hach bn hng; c kh nng t vn v ra cc k hach chng trnh hnh

ng lin quan n th trng nh qung co, khuyn mi, bn hng ; c kh nng thit k, khai thc v qun l h thng phn phi sn phm ca doanh nghip ng thi c kh nng thnh lp, iu hnh mt doanh nghip t vn v th trng - Sinh vin tt nghip chuyn ngnh Qun tr Kinh Doanh s tch ly c y cc yu t sau: a. Kin thc: m bo kin thc chuyn su v Qun tr marketing v bn hng hin i da trn nn tng kin thc chung ngnh Qun tr Kinh doanh. Bn cnh , chng trnh s m bo cho sinh vin c kh nng s dng ting Anh thnh tho cng nh k nng s dng my vi tnh thun thc trong giao tip v kinh doanh. b. K nng: Ngoi nhng k nng chung nh t duy h thng, k nng phn tch v gii quyt vn , k nng giao tip, k nng lm vic nhm, sinh vin s c cc k nng chuyn su trong qun tr marketing v bn hng nh xy dng chin lc marketing, chin lc bn hng, kho st nh gi v d bo th trng, thu hiu nhu cu khch hng a ra cc quyt nh ng x ng trong sn xut v cung ng cc sn phm v dch v cho th trng. c. Nng lc: m bo cho sinh vin c nng lc pht trin bn thn, nng lc phn tch v d bo th trng, nng lc hoch nh cc chin lc marketing cng nh kh nng lm vic chuyn nghip di p lc cao ca cng vic trong mi trng cnh tranh ton cu. 2. nh gi Sau khi hon tt mn hc ny, ti c kh nng: 1 qun tr marketing 1hiu r cc trit l v Chin lc Marketing 2Chin lc sn phm Chin lc phn phi Chin lc qung co Chin lc nh gi 2 phn tch cc dng thng tin Xc nh mc ch ca phn tch cng vic, t xc nh cc hnh thc thu thp thng tin hp l nht. Nghin cu thng tin c bn c sn

La chn cc phn vic c trng, cc im then cht thc hin phn tch cng vic Xy dng bn m t cng vic v bn tiu chun cng vic cho tng loi cng vic c th. Kim tra, xc minh tnh chnh xc ca thng tin thng qua nhn vin hoc lnh o. p dng cc phng php khc thu thp thm cc thng tin. 3 hiu r rng hn v h thng qung co trc tuyn mi m v y tim nng pht trin

Vy nn, ti mong Trng i Hc Cng Nghip v Khoa Qun Tr Kinh Doanh cn tng cng ging dy chuyn su hn na cng c kin thc cng nh cung cp cho sinh vin chng em nhng kin thc chuyn su v mn hc ny, chng em c th t tin khi bc vo i vi kin thc v k nng mnh hc trng.