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TNH HUNG 10 CHIN LC KINH DOANH CA VINAGAME

I. CHIN LC CP CNG TY 1. Chin lc a dng ha 1.1Chin lc a dng ha ng tm a) Sn phm dch v ct li Game online: VinaGame l mt doanh nghip hot ng trong lnh vc kinh doanh loi hnh Tr chi trc tuyn v V Lm Truyn K l mt trong nhng sn phm ni bt v ginh c nhiu thnh cng nht ca VinaGame. Trong qu trnh pht trin ca mnh, khi ngun lc v ti chnh, cng ngh, c s h tng cha , VinaGame hp tc vi cc doanh nghip nc ngoi cho ra i nhng game online mi ti th trng Vit Nam, v d nh: + V Lm Truyn K 1,2, 3; Phong thn hp tc vi Kingsoft (Trung Quc) + Nhng th loi game c ni dung m cht v thut v vn ha Phng ng nh Cu Long Tranh B hp tc cng Indy21 (Hn Quc) + Boom Online hp tc cng Nexon + Hotstep hp tc cng Snail Game (Trung Quc) Ngoi ra VinaGame cng ch ng t mnh pht trin thm nhiu game online mi nh: + Bit i Thn Tc + Nm Ln Phiu Lu K (Maple Story) + Chinh

+ Sinh t mn b) Th tr chi tr trc ti cc c s kinh doanh Internet: Ngoi ra VinaGame ang vn hnh h thng gn 3,000 im bn th t ng (POS) bn cc loi th tr trc ca VinaGame. n nay h thng ny ang tr thnh cng thanh ton ca hng chc nh cung cp dch v. Bn cnh cc i l cn cung cp dch v np card tr chi thng qua cc mng thanh ton in thoi nh paynet, vnpay,

1.2 Chin lc a dng ha hng ngang


i l dch v Internet: Vi tc pht trin nhanh chng ca ngnh Game Online, VinaGame nhn thy rng nu cng ty pht trin mng li cc i l cung cp dch v Internet th s lng ngi chi game s c th tng ln, do VinaGame c ch trng khi ng chng trnh Chng nhn Phng My t chun VinaGame nhm tht cht mi lin h gia cng ty v cc i l dch v v cng nhm nng cao cht lng, uy tn dch v ca i l i vi khch hng, to cho khch hng nhng mi trng gii tr tin nghi v tin cy nht.

2. Chin lc tch hp hng ngang Trong qu trnh hot ng, Vinagame s dng chin lc tch hp hng ngang. y l chin lc nhm tm kim quyn s hu hoc gia tng kim sot i vi cc i th cnh tranh thng qua cc hnh thc M&A, hp tc, lin minh Mc d ngun lc v ti chnh, cng ngh, c s h tng cha c , nhung nhn thy kinh doanh tr chi trc tuyn l ngnh c tim nng, c kh nng tng trng, bn cnh ti th trng Vit Nam, Vinagame li ang c v th ln, nm gia th phn ( 3 trong s 4 game online thnh hnh Vn do Vinagame pht

hnh c quyn) nn Vinagame mnh dn hp tc vi nhiu cng ty khc a sn phm game online vo th trng VN, cng nh phc v cho vic sn xut v m rng ngun vn pht trin game online. Vinagame hp tc vi cc tn tui ln nh - KingSoft ca Trung Quc pht trin sn phm game V Lm truyn K 1,2,3 - Indy21 ca Hn Quc pht trin cc game c ni dung m cht v thut v vn ha phng ng nh Cu long tranh b - Cc i tc khc nh: Gravity(Hn Quc), Nexon, CJ Internet, GameHI, 51Wan.. - Cc i tc v cng ngh : VDC, HP, Intel.. Vic hp tc vi cc nh sn xut game online v cc i tc cng ngh khc gip Vinagame ci thin c cht lng sn phm game hin ti ca mnh, a ra thm cc sn phm game mi thu ht ngi chi qua m to c ch ng trn th trng v ginh li th cnh tranh so vi cc i th khc. 3. Chin lc cng
3.1. Chin lc thm nhp th trng Chin lc thm nhp th trng l chin lc gia tng th phn ca cc sn phm, dch v hin ti bng cc n lc Marketing ca doanh nghip. Vinagame nhn nh c rng th trng game cha bo ha v c kh nng pht trin nhanh Vit Nam. Lng khch hng c th tng mnh, c bit l vi i tng l thanh thiu nin, hc sinh, sinh vin. Chnh v vy m Vinagame p dng chnh sch thm nhp su rng hn vo th trng game Vit Nam, tng li th kinh t v quy m bng cc n lc Marketing.

Hin ti, Vinagame ang p dng chin lc thm nhp th trng hiu qu bng cc n lc Marketing, ni tri l chin lc Marketing mix vi 4Ps v nng thm l 7Ps vi vai tr c bit quan trng ca con ngi. Chin lc v sn phm ( Product) Danh mc sn phm hin ti ca Vinagame kh a dng. Cc sn phm ca Vinagame hu ht c cu hnh thp, ph hp vi hu ht cc my tnh Vit Nam nh: V Lm Truyn K, Cu Long Tranh B, Phong Thn , Boom online, V Lm Truyn K II, Chinh ,.. Cc game ca Vinagame u tch hp c tnh nng vt tri v thu ht c rt nhiu ngi chi. Chin lc gi (Price) Hin ti Vinagame ang p dng 2 cch thu ph song song l: thu ph gi chi v thu ph t vt phm bn trong game. Thu ph gi chi : c p dng cho nhng game nh nh VLTK1&2, gip cho Vinagame nhn c mt khon doanh thu nht nh. Vic thu ph ny gip cho Vinagame khng nh c v tr hng u trong th trng game online. Thu ph t vic bn vt phm trong game: y l mt cch p dng thu ph rt hay ca Vinagame, c th c coi l thu ph ngm, bi l ngi chi game ny c min ph. Nhng cc chin binh ca mnh c th chin thng trong cc trn u th h phi mua cc vt phm, trang b cho chin binh cc v kh hin i. Vic mua cc vt phm y c qui ra thnh tin thc t v iu gip cho Vinagame thu v mt khon doanh thu tng i. C th ni, chnh sch gi ca Vinagame kh ph hp, tng c th phn ca mnh trn lnh vc game bng n lc v gi. Chin lc a im (Place)

Tn dng hnh thc tr chi trc tuyn, Vinagame dng website vinagame.com.vn l knh phn phi cc thng tin lin quan n cc nh pht hnh game th. y l trang website gip cc game th cp nht thng tin v game nhanh nht v hiu qu nht. Trn trang website, hng vinagame cng treo cc banner qung co mi sn phm game. i vi mi sn phm game ring, Vinagame u t chc cc website, din n ring cho cc game th chia s thng tin, bnh lun. Chnh nh vic t do bnh lun , Vinagame to ra c ting vang cho nhng sn phm ca mnh. Vic pht hnh cc trailer ca phim v d nh phim Chinh , Vinagame nhn c s ng h ng o ca cc game th trn din n, nh sc mnh ca Marketing ha. Chin lc khuyn mi ( Promotion) Vinagame lin tc tung ra cc chng trnh khuyn mi vi nhiu phn thng c gi tr, c bit l vo cc ngy l ln trong nm hay nhn dp cho n nhng s kin quan trng ca cng ty nh chng trnh : Mng xun Mu Thn nhn t nim vui vi quy m 2,5 t ng nm trong chui gii thng chm sc khch hng dp Tt., hay t khuyn mi vi 1 t ng gii thng cho ma h nm 2008 mang tn H rn rngvui ngp trn (2008). Vic pht lng v cho chi min ph qua game Chinh thu ht s lng ln cc game th. Ngoi ra, chng trnh Truy cng lnh thng cng l mt s kin c bit v cc game th khng ch c chi game min ph m cn c tr lng bng tin mt. Bng n lc Marketing nh vy, Vinagame thc s tr thnh ngi bn thn thit vi cc game th. Chin lc v con ngi ( People) phc v cc game th c th chi game thun tin nht, hng Vinagame c i ng 150 nhn vin chm sc khch hng phc v sut 24/24 v 7/7. Chnh v th m vic chm sc khch hng ca Vinagame rt tt, to c s tin tng v trung thnh ca khch hng. Cc nhn vin ca Vinagame cng trc tip n hi thm, tm hiu, gm gi vi khch hng ca cng ty , gip cho khch hng hiu hn v Vinagame, gn gi vi Vinagame hn, to dng hnh nh tt trong lng khch hng. S phc v khin khch

hng thy rt thai mi v tha mn v h tr thnh khch hng trung thnh ca Vinagame. C th ni, cc n lc Marketing ca Vinagame rt ng ghi nhn. Chnh nhng n lc gip cc chng trnh game ca Vinagame n gn hn vi c game th v gip tng th phn ca cc game trong th trng. 3.3 Chin lc pht trin sn phm - Vinagame hp tc vi nhiu cng ty khc a sn phm game online vo th trng Vit Nam: pht trin sn phm game online V Lm Truyn K (1,2,3), phong thn, Ca long tranh b, Gravity, Nexon

II. CHIN LC CNH TRANH 1. Chin lc khc bit ho c th cnh tranh c vi cc nh cung cp TCTT khc ang hot ng trn th trng Vit Nam, VNG mnh dn thc hin cc chin lc cnh tranh gip cng ty nm gi 1 lng ln khch hng: - Tp trung cung cp cc TCTT c cu hnh thp ph hp vi lng ln my vi tnh hin nay ca Vit Nam. Vic cung ng ny gip cho VNG cnh tranh c vi nhng nh cung ng game khc m TCTT ca h gy tr ngi cho game th v mt cu hnh my. - Cc game ca Vinagame u tch hp cc tnh nng ph bin trong cc tr chi trc tuyn, ngoi ra cn rt nhiu tnh nng vt tri khc. - Hin ti VNG ang p dng hnh thc Thu ph gi chi cho nhng game c s lng ngi chi ln ca cng ty nh VLTK 1,2.

y l 1 hnh thc thu ph mi v t khi TCTT xut hin, dng nh khng c cng ty no p dng hnh thc ny. Tuy rng lc u hnh thc ny gy bt bnh cho gm th, nhng sau khi chp nhn hnh thc thu ph mi, game th hin nay quen dn v chp nhn phng thc ny ca VNG Qua , VNG chng minh s khc bit ca mnh so vi cc nh cung ng khc, khng nh v th l nh cung cp TCTT s 1 ti Vit Nam. - Kh nng R&D mnh ca VNG cn c th hin trong :V Lm Hi Qun- mt trong nhng chng trnh mi nht ca VLTK nhm tm kim h thng phng Net cht lng cao phc v game VLTK. Hot ng ny cng nhm mc ch to ra s c o v khc bit trn ton quc ca game - VNG mnh dn la chn hnh thc thanh ton bng h thng POS theo cc quc gia pht trin, tin phong vi hnh thc thanh ton mi trong th trng TCTT ti Vit Nam trong khi cc nh cung ng khc cn lun qun trong vic pht hnh th co v h thng h tr. Thng qua cc hot ng trn ca VNG, ta c th thy r c chin lc cnh tranh ca cng ty, l lun i tin phong trong cc hot ng cung ng dch v , sng to cc dch v mi nhm thu ht v gi chn khch hng, t chng minh v th ca VNG trn th trng TCTT ti vit Nam.
CC CHNH SCH C S DNG TRONG CHIN LC KINH DOANH

1. Chnh sch Marketing


1.1 Chnh sch nh v sn phm

a) Chnh sch sn phm;

Vinagame qun l h thng phn phi th tr chi tr trc cc ln. Pht hnh v phn phi cho th tr chi tr trc cho cc c s kinh doanh Internet, bn cnh cc i l cnbn card inthoi ,np card tr chi thng qua cc mng thanh ton in thoi nh paynet,vnpay Thng qua web vinagame.com cng ty c th thm d phn ng ca khch hng nhm t hon thin sp ca mnh hn. b) Chnh sch phn phi Mng li phn phi rng gip sp ti khch hng nhanh chng. Hin nay c 15000 phng net phn b khp cn c, bn cnh l vn hnh h thng gn 3000 im bn th t ng tr trc. VNG khi ng chng trnh chng nhn phng my t chun vinagame to cho khch hng nhng mi trng gii tr tin nghi v tin cynht. c bit vi chng trnh V lm hi qun nhm tm kim cc i tng xy dng phng net ng cp mang phong cch v lm truyn ky. c) Chinh sach gia VinaGame s dung 2 chinh sach gia khac nhau cho san phm cua minh : o Thu phi gi chi : ap dung vi nhng game co lng ngi chi nhiu (Vo lm truyn ky 1 & 2), am bao doanh s n inh cho cng ty bng vic thu phi vi mi gi chi cua ngi tiu dung.Chinh sach nay tng em lai ngun thu chu yu cua cng ty khi mi thanh lp, va mang lai danh ting trn thi trng. o Thu phi t vic ban vt phm trong game : Ngc lai vi chinh sach thu phi gi chi, ngi tiu dung co th chi min phi, nhng nhiu vt phm trong game c quy ra tin tht, ngi tiu dung mun mua se phai nap tin vao tai khoan.y la chinh sach ph bin cua cac nha cung cp game tai Vit Nam ngay nay, cung la cach mang lai ngun thu khng l cho VinaGame. d) Chinh sach xuc tin thng mai

quang cao cho cac game cua minh, VinaGame co chng trinh Vo Lm Hi Quan, hp tac xy dng h thng phong Net cht lng cao, phuc vu cng ng game thu. Website vinagame.com.vn cung la ni thng bao cac tin tc lin quan n game cua VinaGame, c chu y treo banner quang cao marketing cho cac ta game hay s kin noi chung. Mi san phm cua VinaGame cung u co website ring cua minh, ni thng co cac trailer thu hut s to mo cua game thu, vi du nh khi co ban cp nht mi. c bit, VinaGame con lin tuc tung ra cac chng trinh khuyn mai vi nhiu phn thng gia tri, c bit vao cac ngay l, tt, ngay s kin quan trong cua cng ty. y la mt trong nhng phng thc marketing rt hu hiu tai Vit Nam. 2. Chnh sch R&D Danh mc Game ca VinaGame hin nay gm: V Lm Truyn K (nh sn xut: Kingsoft), game MMORPG 2D. Cu Long Tranh B (nh sn xut: Indy21), game MMORPG 3D. Phong Thn (nh sn xut: Kingsoft), game MMORPG 3D. Boom Online (nh sn xut: Nexon), game casual 2D. V Lm Truyn K II (nh sn xut: Kingsoft), game MMORPG 2.5D. Bit i Thn Tc, Beta m rng, Game FPS. Hotstep (nh sn xut: Snail Game (Trung Quc)). Nm Ln Phiu Lu K (Maple Story). Chnh .

Sinh t mn. Trong khi cc sn phm ca nhng nh cung cp game khch u t nhiu gy tr ngi cho cc game th nht l v mt cu hnh ca my tnh th cc sn phm game hin nay ca VinaGame u c cu hnh thp ph hp vi kh nhiu my vi tnh hin nay ca Vit Nam. Cc game ca VianGame u tch hp cc tnh nng ph bin trong cc tr chi trc tuyn hin nay nh: Cho php tham gia, chp nhn li mi t i ca ngi khc, m nhc, hiu ng m thanh, cho php giao dch, tr li hoc gi tin nhn cho ngi chi khc trong tr chi, i vo cc din n hoc vo trang web h tr cho cc Game th, ngoi ra cn rt nhiu tnh nng vt tri rt nhiu th loi game. 3. Chnh sch nhn s VinaGame thu hiu gi tr ngun nhn lc v coi vic pht trin con ngi l nn tng cho mi hot ng ca t chc. Bi vy VinaGame lun ch trng bi dng con ngi. Bt k mt nhn vin no khi lm vic ti cng ty, cng ty lun coi h l nhn ti cn c gn gi. To mi trng vn ha nhn s h tr chin lc: chin lc tuyn dng, o to, hun luyn v thuyn chuyn nhn vin ph hp. Trong qu trnh chiu m nhn vin, yu t c cng ty t ln hng u chnh l kh nng lm vic theo nhm. Bn cnh , yu t tr cng l iu kin cn thit. V cng ty thng lm vic theo cc d n, nn nhn vin cn phi c kh nng lm vic nhm, c tinh thn ng i cao, tr, sng tao, c nng lc v bit th hin nng lc ca mnh.

Cng ty trin khai chng trnh Thc tp sinh t thng 3 nm 2000, tip nhn cc ng c vin t cc hc vin, cc trng i hc trong v ngoi nc nhm to c hi cho h tm hiu v lm quen vi cng vic ti VinaGame. Cng ty khng nhng h tr cc thc tp sinh trong vic b sung kinh nghim thc tin m cn p dng chnh sch tr lng c bn cng nh h tr nhng chnh sch i ng khc. Nm 2008, VinaGame tip nhn khong 80 thc tp vin. Cng ty cng chiu m nhiu game th hng u Vit Nam cng lm vic v cng tc, ng thi cng nhn c s hp tc ca c vn m nhc T V v nh thit k thi trang S Hong l c vn trang phc. Bn cnh , VinaGame cn y mnh nng cao cht lng i ng nhn vin bng cch cho i du hc bn Trung Quc, ng thi c h tr tt t pha Kingsoft Trung Quc, cc chuyn gia ca Kingsoft sang ging dy, o to ti Vit Nam. C chnh sch lng thng tha ng Hng nm, VinaGame u tham kho mc hi lng ca nhn vin da trn cng vic, lng bng, phc li v c bit l yu t quan h trong cng s vi cc nhn xt tch cc v mi trng lm vic. V d nh tr lng sau thu, mc thu nhp cnh tranh, cc khon thu thu nhp v bo him u do cng ty ng gp, thng Tt v thng thm do thnh tch cng tc. Cng ty cn c h thng qun l thnh tch cng tc hiu qu: nh gi thnh tch mi 6 thng, ch thng theo thnh tch ghi nhn v thng xng ng cho nhng tp th v c nhn cng t thnh tch tt. C ch i ng thng nht:

H tr 100% chi ph hc ngoi ng cho nhn vin hc cc ngoi ng Anh Hoa Hn ngoi gi lm vic. Truy cp Internet tc cao 24/24. Cc phng tin giao tip chuyn nghip, cng ngh k thut s hin i nht u c khuyn khch s dng ti ni lm vic. Thi gian lm vic linh ng, tinh thn trch nhim t gic c cao, em li hiu qu cng vic, khng nht thit phi qun l qua gi gic cht ch.

* Nhn xt v ni dung cc chnh sch:

Qua nhng thnh tu m VNG t c trong sut 8 nm trn th trng Vit Nam vi th phn nm gi khng nh v th nh pht hnh Game s 1 Vit Nam. Cc chnh sch m VNG p dng mang li hiu qu cho doanh nghip: - VNG nhn bit cng ngh thng tin l yu t quyt nh n ngnh cng ngh s. VNG nhanh chng nm bt cc phn mm lm Game t cc i tc Trung Quc, Hn Quci tc tn tui v cng ngh nh VDC, HP, Intel nng cp, bo tr cng nh pht trin cc game mi. - VNG c nhng chnh sch v ngun nhn lc rt tt, mang li hiu qu cao trong doanh nghip. VNG c nhng chnh sch khen thng, phc li vi nhn vin c, lun coi h l nhn ti m cng ty cn phi gi gn. Cng ty ch trng n cng tc do to, bi dng cho lp tr. Cng ty trin khai Chng trnh thc tp sinh, cc thc tp sinh ny c th l ngun nhn lc tt m cng ty c th khi thc v khng mt thi gian o to li. Cng ty cng ch trng hp tc vi cc chuyn gia, c vn, cc nh thit k thi trang c danh ting c th pht trin sn phm. i ng nhn vin ca VNG t mc kh cao so vi th trng c nc. Nhng t pht hnh

game mng x hi i ng nhn vin ca VNG vn cha p ng tt, VNG cha th t sn xut game cht lng cho th trng trong nc m phi lin kt vi mt s tp on khc c ngun lp trnh vin hoc mua thng game ca nc ngoi. V vy cng ty cn tch cc t chc cc cuc thi lp trnh game hn na nhm tm kim ngun nhn ti. - VNG s dng cng c mi marketing l khai thc in nh( xy dng cc trailer) nhng on phim c lm li mt cch hi hc ging nh nhng con vi rt lan truyn trong gii tr mt cch nhanh chng. y l mt qung co ht sc mi m trong ngnh cng nghip game. to hiu ng lan ta nhanh gia cc sn phm bng hnh thc qung co bng banner, poster ngay ti phng my, tn dng cc sn phm hin ti qung co cho nhau. - Mng li phn phi rng gip sn phm n tay ngi tiu dng nhanh hn v tc ng truyn cng n nh hn. - Dch v t vn h tr khch hng rt chu o vi i ng 159 nhn vin chm sc, t vn h tr khch hng 24/24h cc ngy trong tun, ngoi ra VNG cn t chc chng trnh hng ti khch hng mc tiu trc tip n thm hi, tm hiu v gn gi khch hng to mt phong cch phc v chuyn nghip, to s hi long, thoi mi cho khch hng.

Game online l mt trong nhng ngnh cng nghip nhy cm i tng khch hng ch yu l giwosi tr, vic pht trin game online trong nhng nm gn y gp phi s phn i tiu cc t phi i, bo, tivi v tc hi ca game online, iu ny gy nh hng ti tnh hnh hot ng ca cng ty. VNG theo ui mc tiu gn kt hot ng kinh doanh vi cc yu t gio dc v cc hot ng t thin nng cao hnh nh ca cng ty trn th trng. Tuy nhin

VNG cn c gng nhiu hn na trong cng tc gim thiu tiu cc t game online nh gim tnh bo lc, gim thiu gi chi, c gng pht trin cc sn phm thun Vit em li ln gi mi lnh mnh cho th trng Game Vit Nam.

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