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N XY DNG V QUN TR THNG HIU

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XY DNG V PHT TRIN THNG HIU: LNG TRUNG THNH VI THNG HIU
(KNH TRUYN HNH YEAH 1) Ging vin hng dn: C Ng Th Xun Bnh
Danh sch thnh vin thc hin: H v tn Phm Th Thanh Tuyn Hong Hi Yn V Thy Minh T Trn Nguyn Trm Anh Trn Nguyn Anh Lun L Th Hoi Nh Nguyn Th Thy Dung Chung T Bo Nh Nguyn Nht Minh MSSV 030325090382 030325090148 030325090392 030325090230 030325090298 030325090333 030325090241 030325090073 030325090307

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NI DUNG CHNH A. L THUYT: 1. Lng trung thnh vi thng hiu l g? Lng trung thnh ca ngi tiu dng i vi mt thng hiu ni ln xu hng ngi tiu dng mua v s dng mt thng hiu no trong mt h sn phm v lp li hnh vi ny. Lng trung thnh ca mt thng hiu ng vai tr quan trng trong s thnh cng ca thng hiu. Thng hiu no to c lng trung thnh ca ngi tiu dng cng cao th li nhun em li cho cng ty cng ln ngha l thng hiu ny c gi tr cao. Do vy, lng trung thnh ca ngi tiu dng i vi thng hiu l mt thnh phn ca gi tr thng hiu. S trung thnh tuy rt m h, nhng v gi v qua thi gian, n s lm tng gi tr thng hiu. Gi tr thng hiu l mt phn trong gi tr ca mi doanh nghip. Gi tr thng hiu i khi l yu t quyt nh trong vic gi doanh nghip. 2

Trong nghin cu do Dow Jones thc hin hi thp nin 1990 qung b cho t bo Wall Street Journal, c mt nhn nh sau: Mt thng hiu hay nhn hiu l mt ci g khng th nhn thy, s nn, nm, xc nh hay cn o. M h v tru tng, chng ta ch bit n n nh mt ngh trong tm tr khch hng. N vn l ti sn qu bu nht ca cng ty. Trong mt th gii m cht lng sn phm v dch v l ngang nhau, cn cn thng mi s nghing v bn nu khch hng trung thnh vi thng hiu ca bn. Yu t gi c v cc chng trnh khuyn mi ang ngy cng c ngnh bn l quan tm nhiu hn, v nhng g chng ta ang ngh v mong mun l nhng khch hng trung thnh s b tc ng bi gim gi. 2. Cc yu t nh hng n lng trung thnh vi thng hiu? S trung thnh s c to ra bi 4 thnh t trong ti sn thng hiu l: s nhn bit thng hiu, cht lng cm nhn, thuc tnh thng hiu v cc yu t s hu khc. Cht lng cm nhn v thuc tnh thng hiu cng thm s ni ting ca thng hiu s to thm nim tin v l do khch hng mua sn phm, cng nh nhng thnh t ny s nh hng n s hi lng ca khch hng. Gia tng s trung thnh v thng hiu ng vai tr rt quan trng thi im mua hng khi m cc i th cnh tranh lun sng to v c nhng sn phm vt tri. S trung thnh thng hiu l mt thnh t trong ti sn thng hiu nhng cng b tc ng bi ti sn thng hiu. S trung thnh thng hiu l mt trong nhng gi tr m ti sn thng hiu mang li cho cng ty. Nhiu nghin cu trc y cp mi quan h nhn qu gia cht lng dch v, s tha mn v s trung thnh trong m hnh truyn thng c tng qut ho nh Hnh 1:

Hnh 1. M hnh tch hp s trung thnh ca khch hng

S tha mn l s p ng v s nh gi ca khch hng v trng thi mn nguyn (Oliver, 1997). S tha mn theo Parasuraman (1994) l kt qu tng hp ca Cht lng dch v, Cht lng sn phm v Gi hoc theo Mittal et al (1998) l Cht lng dch v ct li, Dch v c nhn v Gi. M hnh o lng khi nim s trung thnh tin trin qua ba giai on, u tin n ch o hnh vi mua lp li (Jacoby & Chestnut, 1978) c nh gi l qu gin lc do b qua cc yu t tnh hung (Omally, 1998; Dick & Basu, 1994), hoc khng th gii thch s trung thnh t nguyn hay trung thnh p buc (Hirschman, 1970; Johnson, 1982; Levinger,1979; Ping, 1993) nn yu t thi c a vo gii thch cho s trung thnh (Linderstat, 1998). Cui cng yu t nhn thc c a vo v khch hng phi tri qua giai on trung thnh nhn thc trn c s kin thc hay nim tin c v thng hiu (Glember & Brown, 1996). Nh vy, s trung thnh i hi cng lc nim tin (nhn thc), cm tnh (thi ) v hnh ng mua lp li (hnh vi). y l phng php tip cn kiu tch hp. S tha mn cao s gim bt li ch cm nhn ca cc dch v thay th v dn n s trung thnh cao hn (Anderson & Sullivan, 1993), cht lng nhn thc v s tha mn nh hng n s trung thnh (Johny, 2001), s tha mn dn n hnh vi mua li v dn n s trung thnh. Kt qu cc nghin cu thc nghim 100 cng ty thuc 13 ngnh dch v (c ngnh vin thng) c th tng qut ho nh hnh 2, ngha l cht lng nhn thc c th nh hng trc tip ln s trung thnh hoc cng c th nh hng gin tip ln s trung thnh thng qua s tha mn.

Hnh 2: M hnh l thuyt s trung thnh ca khch hng M hnh tip cn kiu tch hp Phn tch su m hnh kho st ch s hi lng ca khch hng mt s ngnh dch v ti th trng M, chu u cng nh m hnh nghin cu s tha mn ca khch hng dch v di ng ti Canada, da theo m hnh Fornell at al (1996) th quan h gia s tho mn v s trung thnh c s dng nh mt khi nim ng nht (Hnh 3), trong s trung thnh tim n gm cc thnh phn: Kh nng mua li (Nhn thc), Mc chp nhn gi (Thi ) v S than phin (Hnh vi).

Hnh 3: M hnh l thuyt s trung thnh khch hng Thnh phn kh nng mua li gi thit khng b nh hng bi ro cn chuyn i, ngha l khch hng t do la chn khi c nhu cu, khng b rng buc vi nh cung cp (thu bao tr tin trc). Mc chp nhn gi ca khch hng c o lng trong iu kin thc c hin din ca Ro cn chuyn i (thu bao tr tin sau b rng buc bi hp ng vi nh cung cp). Kh nng mua li hm s a thch ca khch hng c tnh bn vng i vi nh cung cp (Soderlund,1998), y l thnh phn truyn thng trong m hnh c in, v mc chp nhn gi hm khch hng trung thnh sn sng tr gi cao hn, hoc khng chuyn sang nh cung cp khc c gi thp hn trnh ri ro cm nhn do xy ra s thay i no . Khch hng cng c quan h lu di v cng trung thnh th mc chp nhn gi cng cao, t so snh gi vi nh cung cp khc (Ruyter et al, 1999). 3. Mc trung thnh vi thng hiu Mi loi sn phm th chng ta c qu nhiu la chn v vy mi ngi thng c xu hng th dng nhiu loi sn phm khc nhau nh gi so snh. Ngoi ra, vic tip xc ngy cng 6

nhiu vi qung co, truyn thng, khuyn mi nn ngi tiu dng thng b hp dn bi cc thng ip hoc chin dch tip th nht thi v thay i s la chn sn phm. Chng ta c th thy rt nhiu v d in hnh cho nhn nh trn. lnh vc di ng th Nokia l mt v d, khong gn 10 nm trc th hu ht mi in in thoi bn ra ti Vit Nam l Nokia, mi ngi rt trung thnh vi thng hiu ny v tnh nng tt, thit k p v d s dng. Tuy nhin, vi s xut hin ca nhiu thng hiu khc nh Samsung, HTC v c bit l Iphone ca Apple th Nokia khng cn l la chn duy nht na, ngi tiu dng dn chuyn sang s dng cc thng hiu v v mc trung thnh cho Nokia cng gim xung. Hay trong trng hp xe gn my, lng trung thnh vi thng hiu Honda cng gim i v ngy nay mi ngi c nhiu la chn tng ng nh Yamaha, SYM hay Piaggio. Mt thng hiu cng mnh khi lng trung thnh thng hiu ca khch hng cng cao. Vic to dng hay duy tr c s trung thnh vi mt thng hiu v cng kh khi khch hng c qu nhiu chn la v s khc bit ca cc thng hiu trong mt ngi tiu dng ngy cng gim. Hnh 1.2: Cp ca lng trung thnh thng hiu S thay i/ t nhy cm v gi Khng trung thnh vithng hiu Tho mn/ Mua thnh thi quen Khng c l do no thay i Tho mn ca nhng ngi muavi nhng thay i githay i gi Thch thng hiu nh ngi bn S trung thnh ca ngi mua Hnh trn l mt s cp v lng trung thnh ca khch hng i vi thng hiu. Mi mc tng ng vi mt cch thc marketing khc nhau, tu vo nhng loi hnh kinh doanh khc nhau. N khng hon ton i din cho cc lp sn phm c bit hoc l th trng. S

trung thnh i vi thng hiu l c s gim s thit hi i vi hot ng cnh tranh. Nhng i th cnh tranh c th b nn t vic tiu th ngun lc. 4.Xy dng v duy tr lng trung thnh thng hiu a.Xy dng lng trung thnh ca khch hng vi thng hiu: Cc nguyn tc c bn trong xy dng thng hiu vn c th p dng c. Ngay c trong giai on cng ngh tin tin v tip th qua mng in t th nhng iu c bn vn hin hu. Khng c l do g tng tc trong giai on ny cng nh khng cn phi i bng ng tt. Ngn gn m ni, c 8 nguyn tc c bn trong xy dng lng trung thnh vi thng hiu: Ni bt: C mt sn phm thch hp v khc bit gp phn rt quan trng vo thnh cng ca bn. D gy c n tng vi khch hng, mt chin lc xy dng thng hiu in hnh thng bt u t nh v r rng: bit mnh bit ta, trm trn trm thng. Khng nh v th: a s cc thng hiu ln t c thnh cng ngy hm nay l nh bt u bng vic xc nh lnh vc hot ng v dn ht tm tr vo lnh vc chn. Lm sao bit mnh thnh cng? l khi tn thng hiu tr thnh tn chung cho mt ngnh, v d nh Google, Band-Aid, Kleenex hay Xerox. Tm hiu tm l khch hng: S kt hp gia kh nng nm bt tm l khch hng v nhu cu con ngi s mang li c hi th trng v gi cho bn. Uy tn: Khch hng thng gn b hn vi nhng thng hiu xut sc vt trn k vng ca h. Do , uy tn khng ch gip khch hng trung thnh hn m cn khuyn khch h gii thiu thng hiu vi nhiu ngi khc. Yu t tnh cm: Thng ip mang tnh l tr du quan trng n u vn khng th gip bn chm n mi lin kt mnh m c hnh thnh khi thng hiu ng tr trong tm tr khch hng. Hn na, tnh cm khng phi l th d b i th bt chc. Bt u t ni b: Xy dng mt i ng nhn vin tn tm v nhit tnh l iu khng th b qua trong xy dng thng hiu. Nhng cng ty bit cch khuyn khch nhn vin thc hin cam kt thng hiu nghim nhin c c i ng c ng vin l tng cho thng hiu. ng nhin nhng nhn vin chnh l nhm khch hng trung thnh nht i vi thng hiu ca bn. 8

S hu knh truyn thng ring: Khng nhng gip tit kim chi ph, vic s hu knh truyn thng ring cn gip bn i thoi trc tip vi khch hng, hiu qu hn qung co. V c i th cnh tranh cng kh tip cn hay tc ng c knh thng tin ring ca bn. Mt cng c c lc to dng lng tin vi khch hng.

i thoi: Tip th kiu c thng ch truyn t thng tin mt chiu t thng hiu n khch hng. Nhng thng hiu sng sut ngy nay s tm cch i thoi song phng qua cc phng tin tng tc k thut s khch hng c c hi tht cht quan h vi thng hiu, v gp xy dng nhng sn phm/dch v m h a thch. Khi khch hng c t tay to ra nhng sn phm theo mnh mong mun, th h tt nhin s trung thnh hn vi sn phm ca mnh hn cc sn phm khc. S nhn thc ng mc cn c pht huy, c bit khi n to nn ting vang

vi khch hng v phn nh c phm cht ct li ca cng ty v sn phm. S nhn bit thng hiu cn l bn p gip thng hiu ni bt v c v tr vng chc. Ngy nay, c qu nhiu sn phm v dch v phi by nh hng ha trong th trng, do cc thng hiu ni ting tht s ni bt hoc ng mt mnh gia cc i th cnh tranh. b.Duy tr lng trung thnh ca khch hng i vi thng hiu: Cung cp dch v cao cp v m bo s tha mn l tng l mt trong nhng yu t lm khc bit mnh m nht trong tr trng - cng c c lng trung thnh vi thng hiu khi mi im tip xc vi khch hng u phi nht qun. C hai yu t khin khch hng cm thy mnh c tn trng l s nhit tnh v tin cy: Nu khch hng nhn c dch v tt hn c mong i th s hi lng ca h chnh l phn thng ln nht cho cng ty. Nu cc cng ty ngh rng mnh ang kinh doanh sn phm v dch v th hy ngh cho k v h ang xy dng cc mi quan h mt thit cho s nghip kinh doanh ca mnh. To mi quan h vng chc vi khch hng B2B hay B2C - c tng quan trc tip vi nhau pht trin s bn vng thng hiu: Khi khch hng n vi thng hiu bng cm nhn tht s ch khng phi theo qun tnh th s trung thnh vi thng hiu tr thnh cht kt ni lu di, bn vng. S bn vng v tnh hp php ca thng hiu: S bn vng nghe c v m h nhng li c gi tr v cng. Cc cng ty mt nhiu thi gian xy dng thng hiu hp php. 9

Tht vy, php l thng hiu i khi l yu t quyt nh trong vic khng nh gi tr ca cng ty. Sn phm lun chuyn ti cam kt thng hiu do lun t gi tr nht qun. Khi thng hiu gy n tng tt vi khch hng cp ny, n s to c cm tnh mnh m t pha khch hng v y l yu t then cht dn n lng trung thnh ca thng hiu. 5. Lng trung thnh ca khch hng vi thng hiu c mua c khng? Trong chin dch pht trin thng hiu u thp nin 90 do Dow Jones m nhn, c ng trn bo Wall Street, vit: mt thng hiu hay hnh nh v cng ty l mt ci g khng th nhn thy, s m, nm ngi, xc nh hay o lng c m n v hnh v tru tng, n tn ti trong tng ca con ngi. Tuy nhin, n li l ti sn qu gi ca cng ty trong th gii bnh ng v sn phm v dch v, khng c g thay i khi thng hiu c a chung. Hy i mt vi iu ny: s khc bit ca sn phm v dch v, bt k ci cch ra sao, c th b sao chp trong mt giai on ngn bi i th cnh tranh. Sau i th tn dng u im ca h cng vi nhng g sao chp c, thm vo cc chin lc cho hng tin xa hn. V th, yu t quyt nh chnh ca lng trung thnh ni khch hng i khi rt m h. Hy ngh v iu ny: Cc cng ty my tnh trong c cng ty Apple. Khch hng ca Apple rt a chung thng hiu ny, nhng ngi hm m Apple i xa ranh gii ca nn vn ha ton vn. Sn phm Ipod mang li nhiu khch hng hn cho thng hiu Apple. Cc qun caf, c bit l Starbucks. Quan im l to ra Ni Th Ba khng phi nh cng khng phi vn phng to c ting vang. C nhiu dng sn phm giy th thao nh Nike. Hy Lm Nh Th gy n tng mnh m vi khch hng. Mt s chuyn vin tip th nhn nh, ngy nay mc tiu th thay i nhiu. Trong khi , ti liu ghi nhn, ngy cng c nhiu thng hiu, sn phm v dch v x trn th trng, chng ta nn quan st nhng nhu cu c bn ca khch hng lun tn ti v tip tc tn ti. Khch hng s mua sn phm hay dch v ca cng ty nu h nhn thy c s khc bit tht s cng thm mt dch v cao cp v lun nht qun. Hy nh, lng trung thnh vi thng hiu khng th mua c. Lng trung thnh c to nn t nim tin, v nim tin ca khch hng c gy dng t uy tn thng hiu. Nim tin ca khch hng l mt khi nim thin v mt cm tnh, v rt m h, cho nn, bn khng th no b tin mua nim tin ca mt ngi no c. 10

Ni cho d hiu, lng trung thnh ca khch hng i vi mt thng hiu cng ging nh lng trung thnh ca cu th i vi mt i bng. Theo nhn nh ca Sir Alex HLV trng i tuyn MU cho rng, tin s khng mua ngay c thnh cng v khng bao gi mua c lng trung thnh.Giggs, Scholes, Fletcher, Wes Brown l nhng biu tng cho lng trung thnh ca United. Khi bn pht trin nhng cu th tr, ci m bn thu v chnh l lng trung thnh ca h bi nhng cu th ny nhn thc c nhng gi tr m CLB mang li Tng t vy, lng trung thnh ca khch hng khng mua c bng tin, lng trung thnh c c khi khch hng nhn thc c nhng gi tr m thng hiu ca bn mang li cho h. V th, lng trung thnh phi c tm kim, xy dng v pht trin B. Yeah1Tv mt sng: Lng trung thnh ca cng ng Yeah1 n u? 1. S lc v knh truyn hnh Yeah1TV Yeah1TV l chng trnh truyn hnh lin kt sn xut trn SCTV, chnh thc c pht sng trn mng truyn hnh cp SCTV t ngy 8.8.2008 v do Cng ty c phn Tp on i s tr chu trch nhim sn xut ton b ni dung chng trnh. T lc mi thnh lp, Yeah1TV xc nh i tng phc v chnh l gii tr. Dnh thi lng kh nhiu cho m nhc v nhng vn xoay quanh i sng, hot ng ngh thut ca cc ca s, din vin, ngi mu, Yeah1TV tr thnh mt trong nhng knh kt ni ngh s v khn gi, nht l gii tr, kh hu hiu. Ra mt t thng 5/2006, knh truyn hnh ny mang n cho khn gi tr hng lot chng trnh gii tr, vn ha, th thao, i sng, gio dc vi ni dung hp dn v hnh thc sng to mi l, c tnh tng tc cao vi ngi xem. p ng nhu cu cc khn gi tr nhng khu vc SCTV4 cha ph sng n, Yeah1TV hp tc vi knh truyn hnh k thut s VTC4 a cc chng trnh si ng ny n vi khn gi c nc. giai on u knh VTC4 c tn gi l Yeah1TV. Sau ny, VTC4 i tn Yeah1TV thnh Yeah1FAMILY thun tin theo di v trnh nhm nhng chng trnh thi trang do VTC ti TP.HCM sn xut vi Yeah1TV. Yeah1TV sau 3 nm xy dng v pht trin, chuyn i thnh mt nn tng truyn thng a knh cung cp tt c cc chuyn v gii tr, c bit l nhm tui teen. Yeah1 cng t ho l n v u tin trong nc cung cp knh truyn hnh gii tr cho gii tr Vit vi mt s lng ln cng ng trc tuyn. ng thi, y cng l nhm knh truyn thng i u trong xu hng thit lp tp ch cho gii tr v cc din n vi nhng s kin hp dn nht. Cc chng trnh hp dn gii tr nht ti Yeah1: 11

Yeah1 Music: Chng trnh pht sng nhng video ca nhc pht sng lin tc trn Yeah1TV. 2!Idol: Chng trnh ca nhc giao lu vi cc ca s. Yeah1 Countdown: Bng xp hng nhng video clip c yu thch trn Yeah1TV. Leos show: tr chuyn vi ngi ni ting Alo alo Tham kho thm ti: http://vi.wikipedia.org/wiki/Yeah1TV Ch trong nm th hai pht sng, cng vo nhng ngy u nm mi (30 thng 1 nm 2010), Yeah1TV vinh d tr thnh 1 trong 5 knh truyn hnh dnh cho gii tr c yu thch nht, cng vi VTV3, HBO, HTV7, Disney Channel, da theo nh gi ca TNS, cng ty nghin cu th trng hng u th gii ti Vit Nam. 2. S kin Yeah1 Tv b ct sng T 1.1.2012, SCTC t ngt ct song cua Yeah1Tv trn h thng cua minh thay vao o la knh SCTV4. a.Nguyn nhn : Hp ng k kt hp tc sn xut chng trnh gia SCTV v Cng ty c phn Tp on i s tr ch c hiu lc n ht ngy 31-12-2011, ca 2 bn khng th thng nht tai ky kt hp ng do SCTV tng phi thu knh ln qua cao. -Hp ng gia YeahTV va SCTV chinh thc ht hiu lc vao ngay 31/12/2011. Mt khc, SCTV ch chu k hp ng tng nm vi Yeah1TV. iu cng ng ngha vi vic h mun tng gi thu sng ln theo tng nm. Mun k tip thu sng, Yeah1 buc phi tr mi nm 20 t ng cho nh thu, mc d theo tha thun trc , sut ba nm u Yeah1 ch cn tr khong 1 t ng/nm ( tc la gp 20 ln so vi gia cu ), mc d tin thu knh ca cng ng Yeah1, SCTV hon ton m trn. Trong sut hai nm qua, Yeah1TV phi xoay s tr cc chi ph bng doanh thu qung co, ly thu b chi trong tt c mi mt. - ng o Phc Tr, Ph Tng gim c Cng ty c phn Gii tr i s Tr (n v sn xut Yeah1 TV) cho rng y la mt mc gia bt hp ly vi theo li gii thch v tc tng trng thu bao ca SCTV nm 2008 l 300.000 v n nm 2011 l 1 triu thu bao th chi phi thu knh cung chi tng ln 3 ln. Nhng chi ph SCTV a ra cho Yeah1TV gp 20 ln l qu cao v bn thn Yeah1TV cng gp phn cng sc trong qu trnh xy dng ni dung ca h thng SCTV. 12

b.Din bin vu vic: 31.12.2011: Hp ng gia SCTV va Cng ty c phn Tp oan ai s tre ht thi han hiu lc 1.1.2012: Khi vic thng lng tip tuc hp ng gia 2 bn cha c thng nht, SCTV t ngt ct song cua Yeah1Tv trn h thng cua minh thay vao o la knh SCTV4 ma khng thng bao sc vic nay cho khan gia xem truyn hinh. 10.1.2012: Yeah1 pht ng hn mt chng trnh 1 triu ch k yu cu SCTV tr li knh Yeah1 TV trn trang web ca mnh, trn cc mng x hi v pht tn qua mt s khn gi rut.http://www.youtube.com/watch?v=AsfV4mc89TU .Yeah1, cn cu vin n mt s sao tm s ng h cho mnh, trong c Ng Kin Huy v Khng T Qunh. Hai ca s ny chnh thc ln ting ng h Yeah1 v by t mong mun Yeah1 c tr li. 11.1.2011: Yeah1Tv cng b hp bo chuyn pht sng knh Yeah1 TV sang HTVC (Truyn hnh cp TP.HCM) trn website cua minh 11.1.2012: Trc nhng chin dch rm r ca Yeah1 nhm gy p lc cho SCTV, ng Trn Vn y, Tng gim c Cng ty TNHH Truyn hnh Cp Saigontourist (SCTV) chnh thc ln ting khng nh SCTV thc hin hon ton ng lut, v thc hin theo c ch th trng. n ngy 31/12/2011, hp ng gia hai bn chm dt th vic ct sng l khng c g phi bn. SCTV kinh doanh truyn hnh tr tin, nu knh thc s hay th qu cn, thm ch cn phi tr tin cho h c th pht trin thu bao. ng y cng cho rng vic thc hin x hi ha huy ng thm cc ngun lc trong x hi l lm cho cc chng trnh truyn hnh phc v ngi dn tt hn. Tuy nhin cng cn hiu thm rng vic x hi ha ny hng ch yu n vic sn xut ra cc chng trnh m nh nc cha lm c, kh c th lm c phc v ngi dn. ng Uy chia se: Vi nhng knh nh Yeah1, SCTV hon ton nng lc sn xut th ti sao li phi mt n v bn ngoi lm gy tn hi v kinh t cng nh uy tn. Cc n v ny c lin tc ni x hi ha vy ti sao h khng sn xut cc chng trnh v mi trng, khoa hc gio dc m ch sut ngy chiu phim, pht nhc nc ngoi?. c.Kt qua Ban cht vu vic: Ngy 13.1.2012, Knh truyn hnh dnh cho gii tr Yeah1TV s chnh thc chuyn i h thng pht sng sang HTVC. y cng l bc khi u ca s hp tc gia Cng ty c 13

phn gii tr i s Tr v i truyn hnh TPHCM. Cc thu bao ca HTVC s c thm thnh vin mi l knh Yeah1TV trong s la chn knh gii tr. Cc gia nh ang s dng cp SCTV c mong mun chuyn i sang HTVC xem c knh Yeah1TV s c thc hin min ph hon ton Ban cht vu vic: Vic bng n cc knh truyn hnh nh hin nay nhn thy sc ht ca vic kinh doanh truyn hnh vi gii kinh doanh la v cung ln. Cuc cnh tranh trn cc knh truyn hnh tr tin (THTT) ngy cng khc lit, nhng ngi mua sng l phi ngm ngi ri cuc chi, vi t cch nh u t c lp v chuyn sang da vo mt nh cho thu sng khc khi l k yu th trong cuc chi ca nhng i gia kinh doanh sng. y khng cn l cuc chin thu sng m l cuc chin ca hai i gia SCTV va HTVC nhm cho ko khch thu bao. o cung la iu d hiu vi SCTV (truyn hinh cap lin kt gia cng ty SaigonTourist va ai truyn hinh Vit Nam VTV) va HTVC (trung tm truyn hinh cap cua ai truyn hinh Tp.HCM HTV) la 2 san phm cua kinh doanh truyn hinh theo hinh thc ban doc. Mt hinh thc ma trong o cc nh u t phi c ngun lc ti chnh mnh, bao thu t vic thit b my mc, i ng nhn s, trang thit bCo th d dang nhn thy chi phi cho cac chng trinh y la khng h nho, tt c c 30 -40/t mt nm, trong t vi t n vi chc t l dnh cho vic mua sng t cc nh i. Cng ty TNHH Truyn hnh Cp Saigontourist (SCTV ) l mt doanh nghip nh nc c gn 20 nm hot ng kinh doanh trong lnh vc truyn hnh tr tin v c gn 20 knh t sn xut (hoc hp tc sn xut) cc chng trnh pht sng, nn c cn c so snh, i chiu a ra mc ph 20 t ng/nm. Ngoi nhim v chnh tr , ho cn c trch nhim phi tng vn cho nh nc. Khi i tc la Cng ty c phn Tp oan ai s tre khng p ng c cc iu kin mc gia mi c a ra v hp ng ht hiu lc vao ngay 31.12.2011, SCTV khng tip tc ti k hp ng. Vic ht hp ng, c tip tc ti k hay khng, thit ngh cng l chuyn bnh thng vi thi trng la chuyn thun mua va ban. Ho hoan toan co th thu ng truyn cua n vi khac. Tuy nhin, trn trang web ca Yeah1TV lai pht ng chin dch 1 triu ch k yu cu SCTV tr li knh Yeah1TV. y l 14

hnh ng thiu suy ngh v l s kch ng khng hay tao nn cng thng ca Yeah1TV. 3. Lng trung thnh ca cng ng Yeah1 vi chin lc 1 triu ch k yu cu SCTV tr l kn Yeah1 TV a.i iu v chin lc Chin lc c thc hin ngay sau khi SCTV chnh thc ct hp ng vi Yeah 1, v c trin khai ng lot trn website, forum cng nh facebook ca Yeah 1, ng thi to ra fanpage ring tp trung s ng h ca khn gi trung thnh. b. Cch thc hin chin lc nh vo lng trung thnh Bc 1: Gy bo trong cng ng Yeah1 trn website, dn n bc 2 ra i Bc 2: Fanpage 1 triu ch k yu cu SCTV tr li knh Yeah1 TV c thnh lp m khng r ch nhn Bc 3: Dng 02 MC l Khi My v Hong Phi vi video pht trn youtube km link fanpage nh vo lng trung thnh ca khn gi: http:www.youtube.com/watch? v=IpoBX712mX4 Bc 4: cu vin n mt s sao tm s ng h cho mnh, trong c Ng Kin Huy v Khng T Qunh. Hai ca s ny chnh thc ln ting ng h Yeah1 v by t mong mun Yeah1 c tr li: http://www.youtube.com/watch? v=ADLc9kiI0sc&feature=player_embedded c. Kt qu ca v vic Tri ngc vi chin dch c pht ng rng ri ny ca Yeah1, cng ng mng t ra kh d chng. Trn cng ng Facebook c ngi cn cha bit Yeah1 l ci g?. ng thi rt nhiu ngi thng thng t ra vn : y n thun ch l mt knh gii tr, liu c cn m nh vy?. Ngay chnh mt khn gi rut ca Yeah1 cng bn khon: Mnh c 1 iu thc mc l ti sao Yeah1 khng chn hn mt nh i khc chiu chng trnh. Ti sao li phi yu cu SCTV tr li knh trong khi c th chn knh khc v th hin bn lnh thu ht khn gi ca mnh?. Fanpage ng h t ngt chuyn hng tr thnh trang qung b cho cc b phim, chng trnh truyn hnh sp n ca Yeah1TV T ngy 13/1/2012, Yeah1TV chnh thc c pht sng trn knh 70 ca HTVC+HD v ngng pht sng trn SCTV4. 15

d. nh gi, phn tch nguyn nhn Vi kt qu nh trn cng ni ln c s tht bi hon ton ca Yeah 1 trong chin dch 1 triu ch k yu cu SCTV tr li knh Yeah1 TV. Thm ch ngay trn fanpage ca mnh huy ng lc lng khn gi trung thnh ng h cng ch t n con s hn 6500 ngi, xem ra vn cn kh xa so vi con s 1 triu m Yeah1 mong mun. Mc d sau khi pht ng chin dch cng c rt nhiu khn gi ln ting phn i hnh ng ct sng ngang ca SCTV v khng t khn gi trung thnh nhanh chng chuyn sang s dng sng HTVC c tip tc xem Yeah1TV. Tuy nhin, chc chn mt iu l con s ny khng ln gy p lc vi mt ng ln nh SCTV vi con s thu bao ln ti hn 1.000.000, v tt nhin, vic quyt nh ct cp ny, s dng cp ca nh i khc a s u khng nm trong quyn quyt nh ca cng chng mc tiu m Yeah1 nhm n. Cha k nu khng c Yeah1 trn sng SCTV th vn c nhng knh thay th khc nn vic khn gi chp nhn Yeah1 ra i l iu kh c th trnh khi. Nguyn nhn u tin phi ni n l cht lng chng trnh ca Yeah1 cha thc s hp dn ngi xem, ngay trn SCTV c mt i th nng k l YANTV d ra i sau nhng c nhng bc tin rt nhanh so vi Yeah1, bn cnh cn 1 s knh m nhc, gii tr, phim truyn trn sng SCTV vn c th phc v tt nhu cu ca khn gi xem i nu nh knh Yeah1 b ct. Nhng chng trnh mang du n ring ca Yeah1 nh 2!Idol, Vui cng Sao, Ht hay Hay ht, v ni dung vn cha c u t k lng v d gy nhm chn sau vi ln pht sng. Vn tip theo l cng chng mc tiu m Yeah1 nhm ti a s l gii tr tui teen thnh th vi nhng chng trnh xy dng a s phc v i tng ny. Do , mt khi SCTV ct cp, nhm i tng ny ch c th bc l s phn i qua facebook hoc forum m khng c cch no khc na. Cha k nhm i tng ny thc s khng nhiu dn n vic Yeah1 mun tp trung sc mnh s ng li gy p lc ln SCTV l rt kh. Th ba, ngi i din ca chin dch ny l ca s Ng Kin Huy v Khng T Qunh hai gng mt ca s hng ti la tui teen, tuy vy hnh nh i din ny thc s cha sc nng li ko khn gi ng h nhit tnh hn. C th, y cng l mt bc tnh sai lm ca Yeah1 trong con ng yu cu c quay tr li sng SCTV. e. xut hng gii quyt

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Trong vn xy ra vi Yeah1, sau 3 nm xy dng thng hiu v tp trung pht trin lng trung thnh vi nhm cng chng mc tiu m mnh la chn t u, c l Yeah1 vn cn cha sc to nh hng mnh m vi khn gi tui teen ca mnh. Ti lp hnh nh: Thay v ch tp trung vo khn gi tui teen thnh th vi nhng ni n chi kh sang trng, cng nh nhng sn phm thi thng th Yeah1 nn thay i phn no hnh nh c th ly lng c cc bc ph huynh kh tnh, chng trnh khng ch n gin l nhng gameshow kh nht vi s gp mt ca cc sao th nn thay i bng nhng hnh nh mi, khai thc v tm l la tui cao hn v ng hnh nh hng ng n hn cho gii tr tui t 13-19. Bn cnh , vic ra i ca Yeah1TV trn SCTV gn nh thua cuc trong cuc chy ua ginh ly v tr s mt ca mnh vi YanTV. Qu thc, nu tip tc li trn SCTV th vic so snh hai knh ttruyn hnh ny lun din ra thng xuyn, v s pht trin ln mnh nhanh chng ca YanTV vi hng lot nhng MV, chng trnh c quyn t pha cc ngi sao ni ting cng lm kh khn cho Yeah1TV hn rt nhiu. y n vic trn Yeah1TV lp y bng cc MV kh nht ca nhng ca s cha c nhiu tn tui. Do , c th vic ra i ca Yeah1TV trn sng SCTV s l c hi Yeah1TV to lp li v tr ca mnh khi m HTVC ch mi chiu th nghim YanTV 6h/ngy. Xy dng ngi i din thng hiu c sc nh hng mnh: Vi YanTV chn H Ngc H l i din thng hiu ca mnh trong sut nm 2011. Vi v tr N hong gii tr hin nay, r rng hnh nh ca H H nng cao v th ca YanTV ng thi thu ht mt s lng ln fan ca H sang knh truyn hnh ca mnh cng vi cc VJ ngy cng c u t k lng cc chng trnh tr nn thu ht hn c th l mt kinh nghim Yeah1TV hc hi. Ra i sm hn v nh v hnh nh kh tt cng vic cho ra i nhng MC kh d dm nh Khi My v Hong Phi, dng nh v sau Yeah1 t ra kh ui khi ch tp trung khai thc ti a vo 2 MC ny to ra s nhm chn v km a dng cho cc chng trnh ca mnh. Tuy c nhiu ngi yu thch nhng vn thiu i nhng fan trung thnh do vic s dng hnh nh 2 MC ny ku gi chin dch 1 triu ch k yu cu SCTV tr li knh Yeah1TV vn cha mang li hiu qu nh mong i. Vic tm kim mt ngi i din cho thng hiu ca mnh l mt iu kh kh khn, Yeah1TV c th tm kim mt i din ni bt nh YanTV hoc mt nhm nhng ca s tui teen 17

ng theo tnh cht ca knh v u t lng x mnh m g nh thu ht thm lng fan mnh m nh Miu L, Khi My, Bn cnh , vic chy mu cht xm cn phi c cn nhc, in hnh l v vic Leos show tng rt n khch trn Yeah1 TV t ngt ngng pht sng v chuyn sang YanTv vi cng mt format mang tn Leo & U Nng cao cht lng chng trnh: Vo cui nm 2011, Yeah1 bt u c nhng thay i rt ng hoan nghnh vi slogan Thay i v chnh bn. Sau mt thi gian di vi cc chng trnh bt u nhm chn vi khn gi xem i v kch bn c, khng c s i mi cng cc b phim truyn hnh c chiu i chiu li nhiu ln. R rng, lnh o Yeah1 nhn ra c mi e da vi knh truyn hnh ca mnh trong s pht trin khng ngng ca YanTV i th trc tip ca Yeah1TV. Nhng rt ng tic sau khi thay i hng lot chng trnh cng nh mang v nhng b phim mi th Yeah1TV li b ct sng gia chng. Do , chng trnh va c thay i ph hp vi gii tr hn th khng n c vi ngi xem thng xuyn do vic nh gi cht lng cng cn kh hn ch. Cht lng chng trnh ca Yeah1TV l mt iu cn chn chnh rt nhiu bi v cn tn ti qu nhiu sn cng nh nhn c nhiu nhn xt cho rng mt s chng trnh cn kh nhm v nht khng to c s thu ht cho khn gi. Mi chng trnh ca Yeah1TV cn c mt s nghim tc hn na. Trnh qu nhiu chng trnh ch mi cc ngi sao tui teen v vi nhng mn din kh l. C th, nhng chng trnh s thu ht c 1 s ngi. Tuy nhin, vi i a s, u cm thy khng th b hp dn c.

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BNG PHN CNG CNG VIC H v tn

Phm Th Thanh Tuyn

MSSV
030325090382

Cng vic Phn s kin, lm a, chnh sa word. Phn gii thiu v Yeah1, lm ba, mc lc, bng phn cng. Phn l thuyt, lm prezi Phn lng trung thnh , lm prezi Phn lng trung thnh, thuyt trnh Phn l thuyt Phn s kin, thuyt trnh Phn lng trung thnh, thuyt trnh Phn l thuyt

Hong Hi Yn V Thy Minh T Trn Nguyn Trm Anh Trn Nguyn Anh Lun L Th Hoi Nh Nguyn Th Thy Dung Chung T Bo Nh Nguyn Nht Minh

030325090148 030325090392 030325090230 030325090298 030325090333 030325090241 030325090073 030325090307

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