TRNG I HC NGN HNG TP H CH MINH

Khoa: QUN TR KINH DOANH

MN HC: XY DNG V QUN TR THNG HIU

ti: TIP TH S MNH THNG HIU
N KHCH HNG
Walt Disney tip th s mnh thng hiu Disneyland n khch hng.
Nhm 1
1. Hunh Thnh An

030325090001

2. Nguyn Th Huyn Diu

030325090010

3. V L Thy Dung

030325090012

4. Nguyn Thanh H

030325090166

5. T Th M Phng

030325090079

6. Nguyn Th Thy Trang

7. Nguyn Thy Trang

030325090203
030325090204

8. Nguyn Hong Thanh Vn 030325090143

Lp: H25MAR01- MG024_112_T01

GVHD: Th.S Ng Th Xun Bnh

TPHCM T4/2012

Tip th s mnh thng hiu n khch hng

Nhm 1 - H25MAR01

NHN XT CA GIO VIN

.............................................................................................................................................
.............................................................................................................................................
.............................................................................................................................................
.............................................................................................................................................
.............................................................................................................................................
.............................................................................................................................................
.............................................................................................................................................
.............................................................................................................................................
.............................................................................................................................................
.............................................................................................................................................
.............................................................................................................................................
.............................................................................................................................................
.............................................................................................................................................
.............................................................................................................................................

Tip th s mnh thng hiu n khch hng

Nhm 1 - H25MAR01

BNG PHN CNG CNG VIC NHM 1

H v tn

Cng vic

1. Hunh Thnh An

Cc nhn t cu thnh s mnh thng hiu (TH)

2. Nguyn Th Huyn Diu

Tng hp + Power point

3. V L Thy Dung

Tip th s mnh TH: Cu chuyn khin mi ngi cm

ng

4. Nguyn Thanh H

Khi nim s mnh TH v ba nguyn tc gii thiu s

mnh n KH

5. T Th M Phng

Tip th s mnh TH: S trao quyn cho KH

6. Nguyn Th Thy Trang

Gii thiu cng ty Walt Disney v s mnh ca

Disneyland

7. Nguyn Thy Trang

Tip th s mnh TH: Kinh doanh theo cch khc thng

8. Nguyn Hong Thanh Vn

Tng hp bi Word

Tip th s mnh thng hiu n khch hng

Nhm 1 - H25MAR01

MC LC
S mnh thng hiu .............................................................................................. 6

I.

1. Khi nim .............................................................................................................. 6

2. Cc nhn t cu thnh ......................................................................................... 6
3. Ba nguyn tc c bn gii thiu s mnh n khch hng ......................... 7
II.

Gii thiu v tp on Walt Disney v s mnh thng hiu Disneyland ..... 8

1. Tp on Walt Disney.......................................................................................... 8
2. Disneyland vi s mnh Where dreams come true ..................................... 10
III.

Tip th s mnh Disneyland n khch hng................................................. 10

1. Kinh doanh theo cch khc thng. ................................................................. 10

2. Mt cu chuyn khin mi ngi cm ng. ................................................... 11
3. S trao quyn cho khch hng .......................................................................... 13
IV.

Hiu qu .............................................................................................................. 15

1. V cm nhn........................................................................................................ 15
2. Lin tng thng hiu ..................................................................................... 15

Tip th s mnh thng hiu n khch hng

Nhm 1 - H25MAR01

LI M U
Tip th s mnh thng hiu n khch hng l cng vic khng h n gin v tn nhiu
thi gian, mt cng ty xc nh r rng s mnh ca mnh nhng khch hng li khng
hiu ng v n ch v cch cng ty tip th s mnh ca mnh n khch hng khng ph
hp, hoc c th li tuyn b s mnh ch tr thnh nhng cu ch v ngha khng c
khch hng ch n. Vy cho mt khch hng hiu c mc ch v ngha s tn
ti ca mt s mnh thng hiu th phi lm cch no gn kt thng hiu vo trong
tm tr, tri tim v tinh thn ca khch hng, ngha l thng hiu khng cn l ring ca
mt cng ty na m l ca chung, khch hng khng ch l ngi mua mt sn phm c
th t thng hiu m gi y khch hng cn l mt ngi ch ca thng hiu ch
khng phi ai khc.

Tip th s mnh thng hiu n khch hng

Nhm 1 - H25MAR01

NI DUNG
I.

S mnh thng hiu

1. Khi nim
S mnh ca mt thng hiu l khi nim dng ch mc ch ca thng hiu , l do
v ngha ca s ra i v tn ti ca n.
Tuyn b s mnh ca mt cng ty (hoc t chc) l tuyn b v mc tiu ca cng ty,
tuyn b ny gip cho ngi c hiu r nhng iu m mt cng ty ang lm. Trn thc
t, mt tuyn b s mnh ng n gip cho cng ty a ra nhng nt chnh v k hoch
Marketing cn lm hon thnh s mnh, ng thi a ra cch thc nh gi v kim tra
cng nh to ng lc thc hin k hoch .
2. Cc nhn t cu thnh1
Thng thng mt bn s mnh kinh doanh c cc nhn t sau:
a. Mc ch
tr li ti sao doanh nghip li tn ti? C phi n to ra ca ci cho nhng c ng? C
phi n tn ti tho mn nhu cu ca tt c nhng ngi sng lp v iu hnh doanh
nghip (bao gm c ngi lm cng v x hi ni chung?)
b. Chin lc v quy m chin lc
Mt tuyn b s mnh a ra l lun kinh doanh cho doanh nghip v do vy cn xc nh
hai im:
Nhng sn phm v dch v doanh nghip cung cp (v do xc nh v th cnh
tranh ca doanh nghip)
Nng lc ca doanh nghip, thng qua doanh nghip th nghim nhng phng
php cnh tranh ca mnh.
Quy m chin lc ca mt doanh nghip l phm vi hot ng ca n. Quy m ny s do
cc nh qun tr thit lp. V d, nhng phm vi c th c xc nh v mt a l, th
trng, phng php kinh doanh, sn phm v.v Nhng quyt nh qun tr lin quan n
quy m chin lc s xc nh bn cht ca doanh nghip.
c. Cc chnh sch v tiu chun hnh vi ng x
Mt s mnh cn phi c th ho thnh nhng hnh ng hng ngy. V d, nu s mnh
kinh doanh bao gm cung cp dch v tt nht cho khch hng th cc chnh sch v tiu
chun cn phi c to ra v c gim st c th kim tra c vic cung cp dch v
.
1

Ngun: http://vnbrand.net/Kien-thuc-kinh-doanh

Tip th s mnh thng hiu n khch hng

Nhm 1 - H25MAR01

Nhng chnh sch ny c th bao gm c vic gim st tc tr li nhng c in thoi

gi n trung tm bn hng qua in thoi, s lng nhng khiu ni t khch hng hay
hay nhng thng tin phn hi tch cc t pha khch hng thng qua cc bn cu hi thm
d kin.
d. Cc gi tr v vn ho
Gi tr ca mt doanh nghip l nhng nim tin cn bn thng khng c ni ra ca
nhng ngi lm vic trong doanh nghip. Nhng gi tr ny bao gm:
Nhng nguyn tc ca doanh nghip (v d nh chnh sch x hi, cc cam kt i
vi khch hng)
Lng trung thnh v cam kt (v d nh nhng ngi lm cng cm thy tha mn
c nhng mc tiu c nhn trong li ch chung ca doanh nghip hay khng. V doanh
nghip c chng t c s tn trng cam kt v lng trung thnh i vi nhng nhn vin
ca mnh khng).
Hng dn nhng hnh vi ng x mong i mt ngha to ln ca s mnh gip
to ra mt mi trng lm vic trong c nhng mc ch chung.
3. Ba nguyn tc c bn gii thiu s mnh n khch hng
gii thiu s mnh ca mt
cng ty hay mt sn phm n
ngi tiu dng, cc doanh nghip
cn phi to ra mt s mnh v s
chuyn i, nhng cu chuyn
xoay quanh n v thu ht ngi
tiu dng tham gia hon thnh s
mnh . Vic xc nh tng tt
thng bt u bng nhng cu
nhn din nhng tng nh
nhng th c th to ra s khc
bit. y chnh l ba nguyn tc
gii thiu s mnh n ngi tiu
dng2 :
Kinh doanh theo cch khc thng.
Mt cu chuyn khin mi ngi cm ng.
S trao quyn cho khch hng.

Theo Marketing 3.0 Philip Kotler.

Tip th s mnh thng hiu n khch hng

II.

Nhm 1 - H25MAR01

Gii thiu v tp on Walt Disney v s mnh thng hiu Disneyland

1. Tp on Walt Disney
Mi khi nhc n ngnh cng nghip gii tr ca M, ngi ta khng th khng nhc Walt
Disney mt trong nhng tp on gii tr hng u th gii vi doanh thu hng nm ln
n hn 2,2 t USD. Tp on Walt Disney hot ng kinh doanh trong 4 lnh vc chnh:
Media Networks, Parks and Resorts, Studio Entertainment v Consumer Products.
a. Media Networks:
Mng li truyn thng thuc Walt Disney bao gm mt mng rng ln trong kinh doanh
pht sng, cp, i pht thanh, xut bn v Internet gm Disney - ABC Television Group y l ni bt ngun ca cc i truyn hnh gii tr ca Walt Disney trn th gii nh knh
Disney Channels dnh cho tr em, ABC Entertainment Group, v cc n v khc nh
ESPN Inc., Walt Disney Internet Group.

b. Walt Disney Studio Entertainment

Walt Disney Studio xy dng t nn tng ca cng ty Disney
c, vi c im ni bt l lm phim hot hnh, cc phim in
nh.
Walt Disney Studios phn phi phim thng qua Walt Disney
Pictures - bao gm c Walt Disney Animation Studios, Pixar
Animation Studios v DisneyToon Studios - Touchstone
Pictures v Hollywood Pictures. thc y chin lc pht
trin sng to vt tri, Disney hon thnh vic mua li c
phn ca hng phim hot hnh Pixar trong thng 5 nm 2006.
Trong thng 2 nm 2007, Walt Disney Studios hp tc cng
vi o din ot gii Oscar Robert Zemeckis v cng s trong ImageMovers ca ng ta Jack Rapke v Steve Starkey xy dng studio ImageMovers Digital, mt bc i mi
trong cng ngh lm phim 3D ca Walt Disney.
8

Tip th s mnh thng hiu n khch hng

Nhm 1 - H25MAR01

c. Sn phm tiu dng

Tp on Walt Disney bt u kinh doanh hng tiu dng t
nm 1929, sau khi mt doanh nghip ngh t hnh chut
Mickey ln bao b ca nhn hiu thuc dnh cho tr em. K t
, sn phm tiu dng Disney pht trin khng ngng t
may mc, chi, trang tr nh ca, thc phm v ung, in
t v m thut thng qua cc dng sn phm: chi Disney,
Trang phc Disney, Ph kin v giy dp, Thc phm, Chm
sc sc kho v lm p.
d. Parks and Resorts
Disney Parks v Resorts khng ch l ngi nh ca cc nhn vt hot hnh Disney m cn
c bit n l ni Bin c m tr thnh s tht. c thnh lp t nm 1952 khi
Disney ngy nay- c bit n vi cc nhn vt hot hnh nh chut Mickey, vt Donalxy dng cng vin Disneyland cng vin Anaheim, California.
K t sau cc cng vin
gii tr v khu ngh mt,
pht trin khng ngng bao
gm Disney Cruise Line, 8
khu ngh mt Disney
Vacation Club (vi hn
100.000
thnh
vin),
Adventures by Disney v 5
a im ngh mt bao gm
11 cng vin gii tr
(Disneyland v Disneyworld) thuc s hu cng ty hoc ng s hu trn ba chu lc bao
gm:

Disneyland Resort, Anaheim, California

Walt Disney World Resort, Lake Buena Vista, Florida

Tokyo Disney Resort, Urayasu, Chiba

Disneyland Resort Paris, Marne La Valle, Php.

Hong Kong Disneyland, vnh Penny, o Lantau.

D cho du khch tri nghim u, ti cng vin, trn tu Disney Cruise Line, hay trong
mt tour du lch bt k ca Walt Disney, Walt Disney cam kt cc thnh vin ca Walt

Tip th s mnh thng hiu n khch hng

Nhm 1 - H25MAR01

Disney s bin nhng iu bnh thng tr thnh khc thng. Bin nhng gic m tr
thnh s tht mi ngy l trong tm ca chin lc pht trin ton cu ca Walt Disney3.
2. Disneyland vi s mnh Where dreams come true
Disneyland l mt phn trong cc cng vin gii tr ca Walt Disney, ni y c bit
n khng ch l mt ni vui chi m cn l ni mi ngi c nhng tri nghim vt
qu ranh gii ton cu. Disney m t, cc cng vin gii tr Disneyland c th khc nhau v
ngn ng, vn ho, thit k, nhng nhng tri nghim v cm gic ca mi v khch u
ging nhau khi n cng vin Disneyland bt k no trn th gii. Cc cng vin ny
c Walt Disney cam kt vi khch hng l ni Bin nhng gic m tr thnh s
tht - Where dreams come true, nhng khng l li cam kt sung m cn chnh l
cm nhn ca khch hng khi n x s thn tin Disneyland, t tr con n ngi trng
thnh. Vy Walt Disney hay Disneyland lm g thi hi vo khch hng s mnh ca
mnh, khin h khng nhng bit n s mnh m cn cm nhn mt cch thc s r
rng. Nh gii thiu, trong Marketing 3.0 ca Philip Kotler v cc ng s, c 3 nguyn
tc, l: Kinh doanh theo cch khc thng, k mt cu chuyn khin mi ngi cm
ng v hy trao quyn cho khch hng tip th mt s mnh n khch hng. Phn III
trong bi s trnh by Disneyland p dng cc nguyn tc ny nh th no.

III.

Tip th s mnh Disneyland n khch hng.

1. Kinh doanh theo cch khc thng.

Vic tm thy mt tng kinh doanh c o v y sng to l c m ca mi cng ty
mi khi nghip4. Khi u cho tng xy dng cng vin gii tr Disneyland l vo mt
bui sng ch nht, khi dt hai con gi ca mnh i chi, Walter Disney cht nhn ra rng
khng c mt ni no tr em v cha m, ng b c th vui chi cng nhau. V tng
v mt cng vin huyn diu bt u, v khng chn ch ng thc hin ngay tng xy
dng mt cng vin c o nh th .
Da vo s tng tng, Disneyland c xy dng khng ging nh bt c cng vin no
tng c trc . y l thin ng ca cc nhn vt hot hnh nh chut Mickey, vt
Donal, Minnie, nng Bch Tuyt v By ch ln, nhng tr em c th gp c cc
nhn vt hot hnh mnh a thch. V iu k diu l khng ch gp c cc nhn vt hot
hnh ngoi i thc, y cn ni tr tng tng bay bng vi cc vng t ch c trong
chuyn c tch hoc t tng lai:
Tomorrowland c to ra nh l mt ci nhn v "s k diu ca tng lai." Walt ni:

Ngun: http://corporate.d Disneygo.com

Marketing 3.0 - Philip Kotler

10

Tip th s mnh thng hiu n khch hng

Nhm 1 - H25MAR01

"Ngy mai c th l mt thi i tuyt vi. Cc nh khoa hc v ang m rng

cnh ca khng gian tr em hm nay v nhng th h sau c th d dng tip cn
vi nhng thnh tu v i ca nhn loi... Cc im tham quan ca Tomorrowland
cho bn c hi tham gia vo cuc phiu lu v mt k hoch sng trong tng
lai. "
Fantasyland c to ra vi mc tiu bin c m tr thnh s tht" t li bi ht "When
You Wish Upon a Star." Walt ni rng:
"Nhng g a tr... m c c bay bng v nho ln vi Peter Pan qua nh
trng London, n khm ph mt vng t mi nh Alice x s thn tin..
Fantasyland, nhng cu chuyn c tch thu th u ca mi ngi s tr nn thc t
sng ng ph hp cho mi la tui tham gia."
Frontierland c thc hin sng li nhng ngy u tin khai hoang vng vin ty
nc M.
"Tt c chng ta c mt l do t ho v lch s ca t nc, l tinh thn tin
phong ca t tin ta... Cuc phiu lu ca chng ti c thit k cung cp cho
bn nhng cm gic ang sng, ngay c trong mt khong khc ngn ngi, trong
nhng ngy u tin khn hoang min vin Ty ca nc ta (nc M)
Advantureland l mt khu rng nhit i k l" trong mt "khu vc ho lnh ca th
gii.". Walt ni: " to ra mt vng t s bin gic m thnh s tht ny, chng ti
ti hin mt cuc sng tch ri nn vn minh hin i, trong nhng khu rng xa xi ca
chu v chu Phi."
Tm li, Disneyland s dng mt tng c l a tr tng tng vo cng vic kinh
doanh (iu ny cc thng hiu khc t nhiu u lm) nhng li lm n theo mt cch
khc bit v to ln hn: a cc nhn vt hot hnh vo kinh doanh v xy dng nhng
vng t tri nghim khin mi ngi n y nh mt lc vo mt x s thn tin, m
chnh h l nhn vt Alice v cng khm ph vng t tng tng vi gia nh ca
mnh. V khng ngc nhin khi mi ngy cc cng vin Disneyland thu ht c triu khch
du lch n tham quan, l ni n a chung ca cc gia nh.
2. Mt cu chuyn khin mi ngi cm ng.
C hai cch khc bit thuyt phc ngi tiu dng, l s dng mt tp d liu v cc
con s ri khuyn khch ngi khc tham gia tho lun, cch th hai - hiu qu hn - l k
mt cu chuyn hp dn xoay quanh vn v chim ly tnh cm ca h 5. Cn trong
trang web Andrews marketing minute ca Andrew (chuyn gia marketing v tip th ti
McLellan Marketing Group) ng cho rng iu thc s lm nn thnh cng ca Walt
Disney l hiu c tri tim ca con ngi. Ring Walter Disney tng ni cu ny:
5

Marketing 3.0 - Philip Kotler

11

Tip th s mnh thng hiu n khch hng

Nhm 1 - H25MAR01

Bn s tht bi nu bn ch nhm vo tr em. Ngi ln cng ch l nhng a tr

trng thnh. Ngha l d tr con hay ngi ln mi ngi u c nhng c m ca
ring mnh v u mong mt lc no y mnh c thy n tr thnh hin thc. V
Disneyland khng nhm n khch hng ca mnh l tr con, m khch hng l tt c
nhng ai mun tm kim li gic m thu cn b ca mnh.
Vy Walter Disney k cho mi ngi cu chuyn v gic m thnh hin thc nh th
no?
Cu chuyn th nht: Cu chuyn cuc i Walter Disney
Cu chuyn v cuc i ca ng c nhc n l mt in hnh ca mt cu chuyn cm
ng v l cu chuyn c bit nht c ng dnh c i k cho mi ngi. Walter
Disney sinh ra trong mt gia nh bnh thng, tui th ca cu b tri qua ti mt trang
tri Marceline, bang Missouri, bn cnh bn ngi anh ch ca mnh. V nhng khm ph
v mt th gii bn trong trang tri khi ngun cho mt nim say m k l ca Disney:
l v. Cu b lu gi tt c nhng hnh nh bng mt nt v v v bng tt c nhng g
c th. T nhng nt v n gin cu xy dng nn mt th gii diu k cho ring mnh.
Khi tr thnh mt thiu nin, cu lm rt nhiu vic t bn bo, tham gia hi ch thp
ri n li xe cu thng nhng cui cng cu cht nhn ra nim am m ca mnh: Con
mun tr thnh mt ho s hot hnh!, cu ni vi gia nh mnh. T l nhng thng
ngy vt v thc hin am m, cho d cng ty ng thnh lp b ph sn, ng vn tip tc,
ri n khi kh thnh cng vi lot hot hnh Ch th may mn Oswald ng li mt trng
khi Oswald thuc s hu ca hng Universal Pictures. Trong lc ti t, ng khng t b
c m ca mnh v lc ng sng to ra ch chut Mickey, l mc t nn tng
cho nhng thnh cng sau ny ca Walter Disney. K t thng hiu Walt Disney ngy
cng m rng. Walter Disney t bin cuc i mnh thnh mt cu chuyn hon ho v
cch bin c m tr thnh s thc n cho khch hng. Cu chuyn ca ng c k i k
li khng bi nhng ngi k chuyn hay bo ch, m n t xut hin mi ngi khi nhc
n Disneyland ni m s mnh ca thng hiu l bin nhng c m thnh s tht
mi ngy.
Cu chuyn th hai: cu chuyn v Disneyland
Nh ni trn phn kinh doanh theo cch khc thng, tng hnh thnh Disneyland
n t vic Walter Disney nhn ra khng c ni no cho c gia nh vui chi cng nhau.
Nhng xy dng cng vin Disneyland cn tn ti 17.000.000 USD (gi thnh lc )
v mt mnh cng ty ca ng khng th lo ni, ng cng khng th thuyt phc c cc
nh u t ti chnh tin rng Disneyland l kh thi. V th ng chuyn sang tm s h tr ti
chnh t truyn hnh, ng lm phim v d n Disneyland k v cch ng xy dng
Disneyland nh th no. V Disney khin mi ngi tin rng Disneyland c th tr
thnh s tht: Nu bn m c, bn c th lm c n v Disneyland l cng trnh ca
tnh yu. Chng ti khng to ra Disneyland ch v tng kim tin. ng nhn c s

12

Tip th s mnh thng hiu n khch hng

Nhm 1 - H25MAR01

gip ti chnh t cc nh i, nhng mt iu quan trng na, vic k cu chuyn ca

Disneyland n vi mi ngi v Disneyland tr thnh mt cng vin c tht, tuyn b s
mnh thng hiu Disneyland s d dng i vo lng ngi hn.
y ch l hai trong s nhiu cu chuyn c k cho mi ngi, ngoi ra cn c cc cu
chuyn khc v cc vng t Disneyland, s mnh bin c m tr thnh s tht cng
c k li thng qua cc nhn vt phim hot hnh to nn tn tui cho Walt Disney,
vic nhn thy ni ca cc nhn vt hot hnh khin cho nhiu c cu b tin rng y l
nhng nhn vt c tht, vy th nhng cu chuyn, nhng b phim hot hnh m cc nhn
vt ny ng l c tht. Cn vi ngi ln th cm gic c gp mt nhn vt phim hot
hnh ngoi i s rt c bit, nh l c v vi tui th ca chnh mnh.
3. S trao quyn cho khch hng
Bt c chin lc marketing no cng c gi tr v hiu qu nht nh. Tuy nhin, s c
mt sc mnh ng k nu chin lc marketing ca doanh nghip tn dng s tham gia
trc tip ca khch hng vo vic s dng sn phm trong qu trnh xy dng thng hiu.
k nim 55 nm hot ng, cng vin gii tr Disneyland ti Hoa K t chc chng
trnh Give a day, get a Disney Day tm nhng tnh nguyn vin. Theo , Disney
khuyn khch mi ngi mi la tui tnh nguyn tham gia hot ng mt ngy cng t
chc t thin v nhn c mt ngy tham quan min ph ti Disneyland Resort ti
California hoc cng vin Disney World Resort Florida. Vi vic tuyn 1 triu tnh
nguyn vin, cc tnh nguyn vin ny c th chn cc cng vic nh cng nhau nghin
cu gii quyt nhng vn x hi nghim trng thnh ph, hay gip nhng ngi
ngho i, c th c vic gip tr em hc c, cung cp cc ba n cho ngi v gia c,
ba n cho ngi cao tui, gom o m cho nhng ngi gp kh khn v rt nhiu iu
khc. Sau khi hon thnh nhim v th nhng tnh nguyn vin s xin giy chng nhn v
gi cho Disney xc minh cng nh nhn v vo cng.

Chng trnh l c hi cho bt c ai nhn v vo cng min ph, v y cng l cch

khch hng mang s mnh thng hiu Disneyland n nhng khch hng khc. Bi v khi
ng gp mt iu g cho x hi, khng nht thit ch v mt phn qu, m cn v
mt tinh thn. Disney mun mang s mnh ca mnh n nhiu ngi hn na v ngi
13

Tip th s mnh thng hiu n khch hng

Nhm 1 - H25MAR01

c u quyn thc hin l khch hng - nhng ngi c Disney trao cho h
nhim v truyn b s mnh. Nhng khch hng ny, hay chnh xc hn l nhng ngi
tnh nguyn vin s ng gp cho vic xy dng s mnh thng hiu ca Disneyland bng
vic gip nhng ngi khc, gip gic m ca h tr thnh s tht thng qua vic
lm c ch ca mnh.
Ngoi chng trnh Give a day, get a Disney Day, khi n Disneyland mi ngi u c
th chia s nhng k nim th v ca mnh trong mt ngy tham quan vui chi cng vin,
to ra hng triu k nim chung v cng chia s vi nhau nhng k nim .
to iu kin cho mi ngi chia s nhng tri nghim ca mnh, Disney xy dng
trang web http://memories.disneyparks.disney.go.com/ v Fan Page trn facebook. H c
th k li mi th t nhng cm xc, tri nghim, cu chuyn v nhng c m .v.v. Tt c
s c k li v chia s, bnh lun cng nhau.

Mt chia s ca ch Marlies khi n Disneyland ti trang web : y hon ton l mt trong

nhng khonh khc k diu nht ti Disneyland ca ti trong
ngy ngh l. Chng ti bc xung t chic xe con trai mnh
yu thch Matterhorn, l im hon ho cho php chng ti
nhn thy nhng t pho hoa cui cng v cng vi tuyt ri
na! Khng g c th c bit hn na. N thc s khin ti
cm thy ging nh mt gic m trong thi im .
Vic mi ngi chia s cm nhn v nhng tri nghim, nhng
k nim Disneyland vi ngi khc cng chnh l h ang
truyn ming nhau v s mnh ca thng hiu Disneyland.
Vi mi ngi mt ngy Disneyland c th qua i rt mau
nhng nhng k nim v nhng gi tr v s tri nghim vn
sng mi.

14

Tip th s mnh thng hiu n khch hng

IV.

Nhm 1 - H25MAR01

Hiu qu
1. V cm nhn.

Nhn hiu Walt Disney ng th 2

trong danh sch cc nhn hiu c
yu thch nht trong 15 thng hiu
c yu thch nht trn Facebook vi
29,63 triu ngi, ch ng sau
Cocacola (Cp nht: 10-12-2011 theo
CNBC). Cn trong danh sch 100
thng hiu ng u th gii th Walt
Disney l thng hiu ng th nm
trong top 10 thng hiu ng u.
2. Lin tng thng hiu
C l Disney c ch nhiu nht khng phi l thnh tu, m l n to ra mt cch mi
gia nh c th vui chi cng vi nhau. Cng vin Disneyland mi mi thay i cch
nhn ca mi ngi v k ngh gia nh. V x s ca Disneyland l ni lun xut hin
nhng iu k diu. l ni m th gii c tch tr thnh hin thc, thi gian v khng
gian tht thoi mi v khng h b c ch. Thng hiu Disney l biu tng ca s k diu
c chuyn ha t nhng cu chuyn c tht.

KT LUN
Tm li s mnh thng hiu ca Disneyland c chuyn ti thnh cng n khch
hng thng qua cc n lc xy dng ca chnh bn thn n v cng phi k n tm quan
trng ca khch hng trong vic h tr Walt Disney chuyn ti s mnh ny.
Bi phn tch tip th s mnh n khch hng tip cn theo hng trong Marketing 3.0 ca
Philip Kotler v th s ch cung cp mt kha cnh ca vn . Cn nhiu cch tip cn hn
na mi nhn thu o v ton din c cch tip th s mnh thng hiu n khch hng
ca Walt Disney ni chung hay Disneyland ni ring.

15

Tip th s mnh thng hiu n khch hng

Nhm 1 - H25MAR01

NHN DNG THNG HIU WALT DISNEY

1. Core Identity
- Gi tr: em li nim vui cho gia nh, s tri nghim, tng s gn kt gia nh.
- Cht lng dch v: cam kt cm nhn nh nhau mi cng vin Disneyland, Disney World.
- Khch hng: gia nh v tr em l trng tm.
2. Extended Identity
- Sn phm chnh: phim nh, cng vin gii tr, resort, sn phm tiu dng, knh truyn hnh.
- Logo: ch Walt Disney c vit cch iu.
- Slogan: To make peple happy
Where dreams come true.
- Nhn vt biu tng: chut Mickey v cc nhn vt hot hnh khc.
- Thng hiu con: Disneyland, Disneyworld, Disney Cruise Ship, Disney Channel, Disney
Entertainment, Disney Studio, Pixar, ESPN, ABC Television Group
- Cu chuyn lch s: bt u mi th bng nim am m.
- Hot ng cng ng: gip nhng ngi ngho, tr em, ngi v gia c qua chng trnh
Give a day, get a Disneys day v nhiu chng trnh khc.
3. Value Proposition
- Li ch chc nng: Cam kt to ra nhng tri nghim gii tr tuyt vi da trn nhng di sn
phong ph t nhng ni dung sng to, cht lng v cch k chuyn c bit.
- Li ch cm xc:
+ Khch hng c nhng tri nghim th v, hnh phc trong cng vin Disney cng gia nh.
+ Khch hng cm nhn nh Disney hiu c tri tim ca chnh bn thn mnh.
-HT-

16