NGN HNG NH NC VIT NAM

B GIO DC V O TO
TRNG I HC NGN HNG TP.H CH MINH
KHOA: CNG NGH THNG TIN

BO CO THC TP TT NGHIP

PHN TCH - NH GI QUY TRNH

MARKETING IN T TI CNG TY TNHH
HOTDEAL

Gio vin hng dn : Th.S TN N KHOA NGUYN

Sinh vin thc hin

: Nguyn Th Bch Trm

Lp

: H26TMDT

MSSV

: 030226100024

Nin kha 2010 2014

LI CM N
lm nn bi bo co ny, ti xin chn thnh cm n n ton th qu thy c
trong Khoa H Thng Thng Tin Qun l gip ti c c kin thc nn tng trong
lnh vc Marketing in t, gip ti thc hin cng vic v tip thu cc kin thc mi
trong cng vic d dng hn. Ti xin gi li cm n su sc n c Tn N Khoa
Nguyn, ngi ch bo tn tnh v truyn t ht mnh nhng kin thc ca mnh
gip ti trong vic hon thnh bo co.
ng thi, ti cng chn thnh gi li cm n n ban lnh o v cc phng
ban, c bit l phng Marketing nhit tnh ch dy v to mi iu kin cho ti tm
hiu v hot ng Marketing in t ti cng ty Hotdeal. c bit, ti xin chn thnh
cm n ch Kim Hin v ch Thy Linh ngi trc tip hng dn ti mt cch c
th cc quy trnh, anh Bnh cng nh cc anh ch khc trong phng Marketing gip
ti gii p cc thc mc trong qung thi gian ti thc tp ti cng ty.
Do kin thc cn hn hp, kin thc thc t t nn bo co cn c thiu st, ti
rt mong c s gp ca c ch, anh ch hng dn cng ty v c gio bo co
c hon thin hn.

NHN XT CA GING VIN HNG DN

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NGI NHN XT

NHN XT CA C S THC TP

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NGI NHN XT

Mc Lc
CHNG 1. TNG QUAN V CNG TY TM DV MEKONG COM V CNG
TY TNHH HOTDEAL ........................................................................................................ 1
1.1. Tng quan v Cng ty TM DV MekongCom ................................................ 1
1.1.1.

Gii thiu s lc v Cng ty TM DV MekongCom .......................... 1

1.1.2.

S lc v qu trnh hnh thnh pht trin......................................... 2

1.1.3.

Tm nhn v s mnh............................................................................... 3

1.2. Tng quan v cng ty TNHH Hotdeal ........................................................... 4

1.2.1.

S lc v Hotdeal ................................................................................. 4

1.2.2.

C cu b my t chc .......................................................................... 4

1.2.3.

Tnh hnh hot ng .............................................................................. 8

1.3. Phn tch SWOT v tnh hnh hot ng ca Hotdeal ............................... 11

CHNG 2. PHN TCH - NH GI QUY TRNH MARKETING IN T
CNG TY TNHH HOTDEAL ......................................................................................... 14
2.1. C s l thuyt v Marketing in t........................................................... 14
2.1.1.

nh ngha Marketing in t ............................................................ 14

2.1.2.

Mt s hnh thc chnh ca Marketing in t ................................ 14

2.1.3.

Li ch ca Marketing in t ............................................................ 16

2.2. Phn tch quy trnh Marketing in t cng ty Hotdeal theo m hnh
lung cng vic (Workflow) .................................................................................... 17
2.2.1.

M hnh tng qut ............................................................................... 17

2.2.2.

Qung co hin th (Display Ads) ....................................................... 19

2.2.3.

Marketing qua mng x hi (Social Media Marketing) ................... 21

2.2.4.

Marketing qua cng c tm kim ....................................................... 22

2.2.5.

Marketing qua Email (Email-Marketing) ......................................... 25

CHNG 3. NH GI V A RA MT S GII PHP NNG CAO HIU

QU QUY TRNH MARKETING IN T CNG TY HOTDEAL ....................... 26

3.1. nh gi v hot ng Marketing in t ca Hotdeal ............................. 26

3.1.1.

im mnh............................................................................................ 26

3.1.2.

im yu ............................................................................................... 26

3.1.3.

C hi .................................................................................................... 27

3.1.4.

Thch thc ............................................................................................ 28

3.2. Mt s gii php nng cao hiu qu hot ng Marketing in t ti

Hotdeal ...................................................................................................................... 29
3.2.1.

Nng cao cht lng sn phm dch v ................................................. 29

3.2.2.

Ch trng o to v pht trin nhn lc ............................................... 29

3.2.3.

Pht trin cng ngh .............................................................................. 30

3.2.4.

Ch trng chm sc khch hng trc v sau bn ................................ 30

3.2.5.

Xy dng chin lc Marketing ph hp .............................................. 30

DANH MC BNG BIU

Bng 1.1: Bng Tng Kt S Liu Kinh Doanh ............................................................. 10
Bng 2.1: Phn tch SWOT v tnh hnh hot ng ca Hotdeal .................................. 12

DANH MC S
S 1.1: B my t chc cng ty Hotdeal tr s chnh (Head office) Tp. HCM ....... 6
S 2.1: Quy trnh Marketing in t tng qut cng ty TNHH Hotdeal ............... 18

DANH MC TH
Biu 1.1: C cu nhn s ti tr s chnh Tp.HCM .................................................... 7
Biu 1.3: Th phn theo n hng ca 4 website dn u th trng mua theo nhm 9
Biu 1.4: Tng Kt S Liu Kinh Doanh .................................................................. 11

DANH MC T VIT TT
TNHH

: Trch nhim hu hn

GDN

: Google Display Network (Mng hin th ca Google)

TM DV

: Thng mi Dch v

TMT

: Thng mi in t

B2C

: Bussiness to customer (T doanh nghip ti khch hng)

TP HCM

: Thnh ph H Ch Minh

IT

: Information Technology (Cng ngh thng tin)

HDTV

: Hi ng thnh vin

TG

: Tng gim c

TP

: Trng phng

HCNS

: Hnh chnh nhn s

TCKT

: Ti chnh k ton

PR

: Public Relation (Quan h cng chng)

CRM

: Customer Relationship Management (Qun l quan h khch

hng

ERP

: Enterprise Resouce Planing (Hoch nh ngun lc doanh

nghip)

PPC

: Pay per click (Hnh thc thanh ton tin trn mi nhp chut)

CPC

: Cost per click (Hnh thc thanh ton tin trn mi nhp chut)

CPM

: Cost per thousand (Hnh thc thanh ton tin trn mi 1000 ln
hin th)

SEO

: Seach Engine Optmization (Ti u ha cng c tm kim)

Phn tch nh gi quy trnh Marketing in t ti cng ty TNHH Hotdeal

CHNG 1.

1.1.

TNG QUAN V CNG TY TM DV MEKONG COM V

CNG TY TNHH HOTDEAL

Tng quan v Cng ty TM DV MekongCom

1.1.1. Gii thiu s lc v Cng ty TM DV MekongCom

- Tn gi y :

CNG TY C PHN TM DV M KNG COM

- Tn vit tt:

MEKONGCOM CORP.

- Tr s t ti:

Tng 2, L Gia Plaza, 70 L Gia, Phng 15, Qun 11, TP HCM

- in thoi:

(08).39492343

- Websibe:

Vinabook.com; www.hotdeal.vn v www.yesgo.vn

- Email:

Sale@vinabook.com

- Vn iu l:

5.000.000.000 VN

- Ngi i din php l: ng Nguyn Thnh Vn An - chc danh Tng Gim c

kim ch tch hi ng thnh vin.
Cng Ty CP TM-DV M Kng Com (Mekongcom Corp.) hin l cng ty hng
u trong lnh vc thng mi in t (TMT) v kinh doanh sch trc tuyn ti Vit
Nam vi website l www.vinabook.com; ng thi l ch s hu website
www.hotdeal.vn - mt trang web bn hng kt hp qung b v yesgo.vn website
dch v t phng khch sang v tour du lch.
Mekongcom l n v tin phong khai ph thng mi in t (TMT) ti Vit
Nam t 2004 v n nay c hn 6 nm kinh nghim trong TMT B2C.

GVHD: Th.S Tn N Khoa Nguyn

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Phn tch nh gi quy trnh Marketing in t ti cng ty TNHH Hotdeal

S hu nh sch trn mng ln nht, Mekongcom c kinh nghim v h thng
phn phi bn l n 63 tnh thnh c nc v 62 quc gia trn th gii vi hn 30,000
sn phm (Ngun: phng k ton cng ty, 2013).
Vi s ng gp to ln trong lnh vc TMT, Mekongcom c B Cng
Thng cng Hip hi TMT cng nhn Top 10 website TMT hng u Vit Nam
(2007); Vinabook nm trong Top 5 website TMT xut sc nht 2008, 2009, 2010 do
ngi tiu dng bnh chn. Bnh cnh , Mekongcom cng vinh d n nhn gii
thng Sao Khu 2010, gii thng dnh cho cc cng ty hot ng trong lnh vc
cng ngh thng tin.
Ngy 05/09/2013 Mekongcom c bu chn l mt trong 100 cng ty cng
ngh t ph hng u Chu (gii Red Herring Top 100 Asia ti Hng Kng).
1.1.2. S lc v qu trnh hnh thnh pht trin
Ngy 28/12/2004 Cng ty TNHH TMDV Mekongcom chnh thc ra i,
theo giy php kinh doanh s 4102027122 do S K Hoch V u T TP HCM
cp.
Tr s u tin t ti tng 2, Titan Plaza, 18A, Nam Quc Can, P. Phm
Ng Lo, Q.1, Tp HCM. n nay, Mekongcom chuyn tr s 3 ln do quy m
hot ng ca cng ty ngy cng pht trin, v th cn m rng, nng cp kho sch
chnh.
Ngy 29/06/2007, cng ty chuyn sang loi hnh cng ty c phn nhm thu
ht vn u t, theo giy chng nhn ng k kinh doanh 4103007155 do S K
Hoch V u T TP HCM cp vi tn gi l Cng ty CP TMDV Mekongcom v
chnh thc chuyn v a ch 426, Cao Thng (ni di), P. 12, Q. 10, Tp HCM.
Thng 3/2008 tr thnh thnh vin ca tp on IDG - Tp on d liu quc t
hot ng trong lnh vc truyn thng. Cng nm , Vinabook c B Thng
GVHD: Th.S Tn N Khoa Nguyn

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Phn tch nh gi quy trnh Marketing in t ti cng ty TNHH Hotdeal

Mi bnh chn l top 10 website thng mi in t hng u Vit Nam v xp th
3 trong top 10 website thng mi in t xut sc nht Vit Nam nm 2008 do
ngi tiu dng trc tuyn bnh chn.
Nm 2009, Mekongcom - Nh sch trn mng Vinabook.com chuyn tr s
v ti 119-121, Bu Ct 3, P. 12, Qun Tn Bnh, Tp HCM.
Thng 11 nm 2010, Mekongcom ra mt trang web www.hotdeal.vn - mt
trang web thng mi in t, chuyn cung cp sn phm, dch v khuyn mi,
gim gi theo hnh thc groupon, kt hp bn hng v qung b.
Ngy 29/06/2011 chnh thc ng k thnh lp Cng ty TNHH Hotdeal.
Thng 7 nm 2013, MekongCom chnh thc cho ra mt website t phng
trc tuyn Yesgo.vn phc v th trng du lch trc tuyn ca Vit Nam.
Cui nm 2013, cng ty c hn 700 nhn vin, 500.000 thnh vin v
hng trm ngn n hng mi thng, h thng phn phi v thanh ton trn ton
quc v quc t.
1.1.3. Tm nhn v s mnh
Tm nhn: Dn u th trng sch online ti Vit Nam v pht trin cc sn phm
dch v tham gia thng mi in t cng vi pht trin ca cng ngh thng tin,
ng thi m rng lnh vc hot ng vi s a dng ngnh ngh.
S mnh:
-

Phc v khch hng nhanh nht v tt nht.

Khng ngng duy tr, pht trin, m rng th trng sch online v tham gia gp
phn pht trin thng mi in t ti Vit Nam.

GVHD: Th.S Tn N Khoa Nguyn

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Phn tch nh gi quy trnh Marketing in t ti cng ty TNHH Hotdeal

1.2.

Tng quan v cng ty TNHH Hotdeal

1.2.1. S lc v Hotdeal
Cng vi s bng n ca hnh thc thng mi in t mua hng theo nhm,
thng 11 nm 2010, Mekongcom ra mt trang web www.hotdeal.vn mt trang web
thng mi in t, chuyn cung cp sn phm, dch v khuyn mi, gim gi theo
hnh thc groupon, kt hp bn hng v qung b. n ngy 29/06/2011 chnh thc
ng k thnh lp Cng ty TNHH Hotdeal l cng ty con ca Mekongcom. y
c coi l mt bc tin mi trong lnh vc thng mi in t ca Mekongcom
trong vic a dng ha v y mnh hn na cc loi hnh thng mi in t
Vit Nam.
Cng ty TNHH Hotdeal gm hai chi nhnh chnh ti TP. HCM v H Ni:
- Tr s chnh ti Tp.HCM: Tng 2, L Gia Plaza, 70 L Gia, P. 15, Q. 11, TP
HCM v Kho hng t ti 294 Ha Bnh, Qun Tn Ph, TP. HCM.
- Chi nhnh ti H Ni: Vn phng v kho hng t ti Ta nh Austnam, Ng
109 Trng Chinh, Q. ng a, H Ni.
Cng ty ra i vi s mnh l Gip ngi tiu dng c th tip cn n mi dch
v v sn phm cht lng vi gi tt nht bng phng thc hin i, an ton,
nhanh gn, tin li v tit kim vo bt k thi im no v ang bt k u.
1.2.2. C cu b my t chc
1.2.2.1.
-

C cu iu hnh
ng u l Ch tch hi ng thnh vin kim Tng gim c: l ngi

ng u t chc, l ngi iu hnh hot ng ca cng ty v chu trch nhim trc

hi ng thnh vin v vic thc hin cc nhim v c giao.

GVHD: Th.S Tn N Khoa Nguyn

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Phn tch nh gi quy trnh Marketing in t ti cng ty TNHH Hotdeal

-

Cc c ng: gm tt c cc c ng c quyn biu quyt, l c quan

quyt nh cao nht ca cng ty.

-

Hi ng thnh vin: l c quan qun l ca cng ty, c ton quyn nhn

danh cng ty gii quyt cc vn lin quan n mc ch, quyn li ca cng ty,
tr cc vn lin quan n thm quyn ca c ng.
-

Di Tng gim c l gim c iu hnh, tr l tng gim c v cc

phng ban chc nng.

-

C cu iu hnh ti cc chi nhnh:

i vi tr s chnh ti TP. HCM:
Tng Gim c s trc tip qun l cc phng ban gm: Phng Kho
Vn Logistic, Phng Chm sc khch hng, Phng Maketing, Phng
iu hnh (Operation), Phng IT, Phng K Thut, Phng Sn Phm,
Phng Ti chnh k ton, Phng Hnh chnh nhn s.
Gim c iu hnh qun l cc phng ban gm: Phng kinh doanh v
phng thm nh.
i vi chi nhnh H Ni:
Tng gim c l ngi iu hnh cao nht, di tng gim c l
trng chi nhnh ph trch iu hnh v qun l trc tip cc phng
ban.
Trng phng hnh chnh nhn s chi nhnh H Ni s c s iu
hnh trc tip t Trng phng hnh chnh nhn s tr s chnh, tng
t cho b phn k ton v Marketing.

GVHD: Th.S Tn N Khoa Nguyn

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Phn tch nh gi quy trnh Marketing in t ti cng ty TNHH Hotdeal

S 1.1: B my t chc cng ty Hotdeal tr s chnh (Head office) Tp. HCM

(Ngun: Ti liu hi nhp vn ha Hotdeal, 2013)

1.2.2.2.

S lc v cc b phn chuyn mn

Nhn s chnh ca Hotdeal bao gm hai b phn l b phn vn phng v b phn giao
hng:
-

i vi chi tr s chnh ti Tp.HCM: B phn vn phng gm 200 nhn vin, b

phn kho gm 110 nhn vin.

i vi chi nhnh H Ni: B phn vn phng gm 138 nhn vin, b phn kho
gm 42 nhn vin.

GVHD: Th.S Tn N Khoa Nguyn

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Phn tch nh gi quy trnh Marketing in t ti cng ty TNHH Hotdeal

Biu 1.1: C cu nhn s ti tr s chnh Tp.HCM

200

Axis Title

150
100
50
0

Hotdeal HCM

Series1

B phn
vn phng
200

B phn giao
hng
110

(Ngun: Ti liu hi nhp vn ha Hotdeal, 2013)

S lc v cc phng ban chuyn mn ti b phn vn phng
-

Ban gim c: Hoch nh cc chin lc, phng hng, lu di cho cng ty.
Trin khai thc hin cc k hoch ngn v di hn nhm t c cc mc tiu ca
cng ty.

Phng Marketing: Tm tim nhng khch hng mi thng qua cc chin dch, cc
chng trnh qung co qua Internet, PR, khuyn mi...v.v. Tng s lng v cht
lng n hng tng doanh thu. Xy dng thng hiu Hotdeal. Hnh nh
hotdeal, xy dng nhn thc v Hotdeal...v.v.

Phng K Thut: Cung cp cc gii php v cng ngh thng tin, pht trin h
thng nhm p ng cc yu cu v qun l v pht trin sn phm. m bo bo
mt v duy tr s hot ng 24/24 website ca cng ty. Lp trnh v sa li ca h
thng, h tr cc b phn khc v k thut.

Phng Ti chnh K Ton: Tham mu cho ban lnh o v ti chnh, s dng

ngun vn, qun l ngun ti chnh ca doanh nghip, thc hin vic bo co thu,
ti chnh vi cc c quan chc nng, ban hnh v kim sot cc quy trnh s dng
ti chnh cc phng ban.

GVHD: Th.S Tn N Khoa Nguyn

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Phn tch nh gi quy trnh Marketing in t ti cng ty TNHH Hotdeal

-

Phng Hnh chnh Nhn s: Tham mu cho ban lnh o v vic ban hnh Xy
dng v thc hin cc chnh sch nhn s; cng vi cc phng ban khc to dng
mi trng lm vic tt v ph hp vi c im ca cng ty; thc hin cc cng
tc Tuyn dng, o to, k Hp ng lao ng, gii quyt cc ch , chanh chp,
t chc cc s kin chung ca cng ty.

Phng chm sc khch hng: Xc nhn v tr li khch hng v n hng, thng

tin hng ha, m bo cng tc chm sc khc hng, hng dn khc hng cc
thng tin v qung co, khuyn mi, dch v ca cng ty.

Phng Kho vn Logistic: Thc hin vic nhp, xut kho theo cc yu cu nhp
xut, sp sp sch v cc hng ha khc trn kho ng theo quy nh v giao hng
n cc khch hng ca cng ty.

Phng IT: Lp trnh, vn hnh v qun l website ca cng ty, sa li vn hnh,

cp nht ni dung trn websitev.v.

Phng kinh doanh: Tm kim i tc, nh cung cp, tha thun gi c, tin
hnh thng lng v cc iu khon ca hp ng hp tc mang li sn
phm c gi r nht v sn phm dch v tt nht n khch hng. Cc tha
thun nh vy c gi l deal.

Phng Operation: Thc hin vic a cc sn phm dch v ln website, chp

hnh v thit k cho sn phm dch v, tm kim ngi mu cho sn phm thi
trangv.v.

Phng sn phm (Products): Ph trch tm kim, nhp hoc sn xut sn

phm; kim tra sn phmv.v.

Phng thm nh: Xem xt, nh gi thm nh cc hng ha, dch v c

a ln website, nh gi cc tha thun vi cc i tc, nh cung cp, thm
nh cht lng, gi c sn phm, dch v; xt duyt hp ng vi i tc, nh
cung cp.

1.2.3. Tnh hnh hot ng

GVHD: Th.S Tn N Khoa Nguyn

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Phn tch nh gi quy trnh Marketing in t ti cng ty TNHH Hotdeal

Hin nay th trng thng mi in t hot ng theo m hnh mua theo
nhm c gn 100 website tham gia. Trong th phn chnh c chia cho 4
website ln l Hotdeal.vn, MuaChung.com, Nhommua.com v Cungmua.com.
Trong , theo s liu thng ca b phn pht trin v phn tch th trng ca cng
ty, tnh n ht thng 11/2013, tng s n hng ca Hotdeal chim khong 50%
(StoxPlus, 2013) tng s n hng ca tng s 4 website ln nht hin nay, th phn
cn c cc website CungMua.com, MuaChung.vn v Nhommua.com chia s.
ng thi, theo thng k t StoxPlus cng b vo thng 7/2013, top 4 website ny
chim khong 90% th phn ca m hnh mua theo nhm. iu ny cho thy
Hotdeal hin ang thng lnh th trng mua theo nhm hin nay.
Biu 1.3: Th phn theo n hng ca 4 website dn u th trng mua
theo nhm

nhommua
12%

muachung
18%
Hotdeal
50%

cungmua
20%

(Ngun: B phn phn phn tch th trng cng ty Hotdeal, 2013)

i vi lng truy cp, theo nh gi ca Alexa (mt website chuyn thc hin
vic nh gi cc website khc), Hotdeal c t l khch hng truy cp vo website hng
ngy cao nht so vi tt c cc website bn hng theo nhm (groupon) ti Vit Nam.
GVHD: Th.S Tn N Khoa Nguyn

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Phn tch nh gi quy trnh Marketing in t ti cng ty TNHH Hotdeal

Cng theo , Hotdeal hin ang xp v tr 13,221 so vi nhng website groupon
khc nh Muachung.vn cng ch ng v tr th 18,400 hay cungmua.com xp th
23,671 v nhm mua cng ch ng v tr 37,247 (xp hng da vo lng ngi truy
cp website trong 3 thng tnh cho ti thng 1/2014). Ngoi ra s lng giao dch cng
t trung bnh trn 10,000 giao dch/ ngy mi ngy.
Mc tng doanh thu ca cng ty cng tng mt cch ng k. Nu nh
trong thi gian u doanh thu ca doanh nghip ch t trung bnh 91,91 triu/thng
(Phng k ton cng ty Hotdeal, 2010), v 2 nm sau cng ty phi b l cho cc
khon chi ph b ra, th n 12/2013 doanh thu ca cng ty khng ngng tng ln
v bt u thu c nhiu li nhun.
Trong tng s doanh thu ca cng ty Mekongcom th ring doanh thu ca
Hotdeal chim gn 90% cn li chia cho Vinabook v Yesgo.
Bng 1.2: Bng Tng
Ch Tiu

t S iu

inh Doanh

Nm 2012

Nm 2013

Doanh Thu Thun

10,566,628,903

12,878,850,294

Chi Ph

9,954,847,828

12,024,189,097

611,781,075

854,661,197

Li Nhun Sau
Thu

(Ngun: Phng k ton cng ty Hotdeal, 2013)

GVHD: Th.S Tn N Khoa Nguyn

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Phn tch nh gi quy trnh Marketing in t ti cng ty TNHH Hotdeal

Biu 1.4: Tng

t S iu

inh Doanh

14,000,000,000
12,000,000,000
10,000,000,000
8,000,000,000
2012

6,000,000,000

2013

4,000,000,000
2,000,000,000
0
Doanh Thu
Thun

1.3.

Chi Phi

Li Nhun Sau
Thu

Phn tch SWOT v tnh hnh hot ng ca Hotdeal

Ma trn SWOT l mt cng c phn tch nh gi cc yu t bn trong v bn ngoi

ca mt doanh nghip trn bn kha cnh: im mnh, im yu, c hi, thch thc
t ra cc gii php v chin lc thch hp cho tnh hnh hot ng ca doanh
nghip (A. Humphrey, F. Stewart, 2005). Cng c SWOT c p dng nhm nh gi
tng quan v tnh hnh hot ng ca Hotdeal qua cho ta ci nhn r rng hn v v
tr ca Hotdeal trn th trng cng nh trong lng ngi tiu dng.

GVHD: Th.S Tn N Khoa Nguyn

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Phn tch nh gi quy trnh Marketing in t ti cng ty TNHH Hotdeal

Bng 1.3: Phn tch SWOT v tnh hnh hot ng ca Hotdeal
im mnh (Strengths):
-

L mt trong nhng cng ty i tin

phong trong lnh vc TMT v
c lch s pht trin hn 10 nm
trong lnh vc ny

C
tin
thn
l
website
Vinabook.vn nh c c mt
lng khch hng ban u ng
o

Cng ty c chin lc Marketing

tt, cng c Marketing mnh v a
knh gip tip cn nhiu i tng
khch hng v tng lng truy cp
ng k cho website.

Cng ty c h thng website mnh,

h thng mng ni b cht ch, cc
h thng thng tin nh CRM, ERP
c xy dng v pht trin kh
y trong cc phng ban.

Cng ty c i ng nhn vin tr,

nng ng, sng to ph hp vi
mi trng TMT thay i nhanh
chng.

C c mi quan h rng khp

vi cc nh cung cp, nh c
th cung cp dch v vi gi c hp
l v nhanh chng hn.

C h thng an ton bo mt tt,

m bo an ton cho d liu ca
khch hng v cng ty.

GVHD: Th.S Tn N Khoa Nguyn

im yu (Weaknesses)
-

Ngun vn ca cng ty cn hn
ch, cha thu ht c nhiu vn
u t, nh hng n vic m
rng v pht trin quy m kinh
doanh.

Cn cha kim sot cht ch cht

lng dch v v sn phm trc
khi ln deal (tc khi a sn
phm dch v ln trang web) nn
i lc gy ra vic khch hng
khiu ni, lm nh hng n uy
tn cng ty.

Cha c c ch kim sot cht

lng i vi nhng dch v s
dng voucher (phiu mua hng
gim gi) sau khi ln deal, cn ph
mc cho nh cung cp dch v, v
vy tuy ban u trong tha thun
kh tt, nhng phc v khch hng
km dn n khch hng khng hi
lng.

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Phn tch nh gi quy trnh Marketing in t ti cng ty TNHH Hotdeal

C hi (Opportunities):
-

Internet v c s h tng cng ngh

thng tin pht trin nhanh chng.

Nhn thc ca khch hng ngy

cng tt hn, kh nng tip cn
internet ca khch hng ngy cng
cao.

Trong iu kin nn kinh t ngy

cng pht trin, Nh nc c nhiu
chnh sch khuyn khch v h tr
pht trin Thng Mi in T,
nn cng ty thu ht c nhiu vn
u t trong v ngoi nc, gp
phn m rng thm quy m v
cng c cht lng hot ng kinh
doanh ti cng ty.

Cc i th cnh tranh cha m

bo c cht lng dch v, t
ngt ngng hot ng dn n
khch hng, mt lng tin v cng ty
vn ln dn u th trng.

GVHD: Th.S Tn N Khoa Nguyn

Thch thc (Threats):

-

Tuy hin c lut kinh doanh

TMT, nhng vn cha c th v
cn nhiu im thiu st.

Vn cn nhiu khch hng cha

tip cn c internet.

Ngy cng nhiu i th tham gia

vo th trng v y mnh hot
ng ca h.

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Phn tch nh gi quy trnh Marketing in t ti cng ty TNHH Hotdeal

CHNG 2.

2.1.

PHN TCH - NH GI QUY TRNH MAR ETING

IN T CNG TY TNHH HOTDEAL

C s l thuyt v Marketing in t

2.1.1. nh ngha Marketing in t

C rt nhiu khi nim Marketing in t c a ra bi cc nh nghin cu,
trong bi bo co ny xin a ra hai khi nim c s dng kh ph bin hin nay:
-

Marketing in t l qu trnh lp k hoch v sn phm, gi, phn phi v xc tin

i vi sn phm, dch v v tng p ng nhu cu ca t chc v c nhn da trn cc phng tin in t v internet. (P. Kotler, 1991).

E-Marketing (Marketing in t) l vic p dng cc nguyn tc tip th v k thut

marketing truyn thng thng qua phng tin nh: Internet, phng tin truyn
thng in t.

2.1.2. Mt s hnh thc chnh ca Marketing in t

2.1.2.1.

Qung co hin th (Display Ads)

Qung co hin th c xem l hnh thc ph bin v lu i nht trong qung

co trc tuyn. V tr cc bng qung co s c t trn nhng v tr khc nhau trn
website khn gi c th thy c hnh nh ca banner. C nhiu v tr khc nhau
ty vo mi website, mi v tr s c chi ph khc nhau. Do , ty vo nhu cu m
mnh chn v tr ph hp vi sn phm v dch v.
Cc dng qung co hin th bao gm: hnh ch nht (rectangles), xut hin bt
ng (pop-up), cc khu hiu (banner), nt nhn (buttons), v bng hiu qung co trn
cao (skyscraper). Qung co pop-up thng xut hin trong mt ca s ring v ph
ln trn ca s trnh duyt hin ti. Nhiu ngi khng hi lng bi qung co xut
hin bt ng v h phi tt cc qung co , nhng hin nay nhiu ngi dng nhng
phn mm chn loi qung co ny, do vy vic s dng qung co hin th cn cn
nhc sao cho khch hng cm thy khng b phin toi m t l nhp chut (click) vo
l cao nht.

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Phn tch nh gi quy trnh Marketing in t ti cng ty TNHH Hotdeal

2.1.2.2.

Marketing thng qua mng x hi

Marketing thng qua mng x hi lin quan n vic t c mt lng khch

hng gh thm trang web hay s ch ca khch hng n trang web thng qua cc
trang mng x hi (Trattner, C., Kappe, F., 2013). Marketing thng qua mng x hi
thng tp trung vo vic to ra mt ni dung hp dn thu ht ngi c v khuyn
khch h chia s trn mng x hi ca h.
Marketing thng qua mng x hi hin ti ang rt pht trin da trn s pht
trin v lan truyn ca mng x hi. Mt s trang mng x hi ni ting v c lng
ngi tham gia, ngi xem ln nht hin nay c th k n nh Facebook, Twitter,
YoutubeNgoi ra cn c hng trm ngn mng x hi vi cc cng ng ngi tham
gia c s thch khc nhau trn Internet gip cc nh Marketing hng n i tng
khch hng mc tiu chnh xc v d dng hn.
2.1.2.3.

Qung co thng qua cng c tm kim

SEM l s tng hp ca nhiu phng php marketing in t, nhm gip a

website ca bn ng v tr nh mong mun trong kt qu tm kim trn internet, p
dng vo cc cng c tm kim nh Google, Bing, Yahoov.v.
Trong h thng Internet Marketing, th Search Marketing c coi l phn quan trng
nht , ng thi l knh Internet Marketing c nhim v thu ht khch hng trc tip.
SEM bao gm 2 hnh thc chnh:
- Qung co t kha (Keyword advertising) hay cn c bit nh l hnh thc Pay
Per Click (PPC) l loi hnh qung co m khi ngi xem vo xem mt website, hay
mt trang cng c tm kim kim no v click vo qung co ca bn (dn n link
website ca bn) th bn s phi tr tin cho mi click , gi b ra cng cao th qung
co ca bn cng v tr cao. Google Adword l mt chng trnh PPC in hnh v
ni ting nht.
- Ti u ha cng c tm kim (Search Engine Optimization - SEO) l phng
php gip lm tng th hng website qua cch xy dng cu trc website, bin tp ni
dung a vo website, s cht ch, kt ni vi nhau gia cc trang trong site ca
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Phn tch nh gi quy trnh Marketing in t ti cng ty TNHH Hotdeal

bnv.v nhm lm cho website ca bn lun c c v tr tt trn cc cng c tm
kim.
2.1.2.4.

Marketing thng qua E-mail

y l hnh thc Marketing bng cch gi th qung co trc tip n a ch

email ca khch hng a ra li ngh mua hng hoc gii thiu cc chng trnh
khuyn mi n khch hng, hnh thc ny gip tip cn chnh xc nht n khch
hng mc tiu cng vi chi ph thp.
Tuy nhin trong thi gian gn y, qung co qua email c nhng tc dng
ngc i vi ngi xem, cc loi email qung co vi s lng ln v khng hu ch
vi phn ln ngi c c gi chung l th rc (spam). Hu ht ngi nhn c
email cm thy rt bc bi, kh chu vi nhng email ny. Do , hiu qu qung co
qua hnh thc ny ang gim mnh.
2.1.3. Li ch ca Marketing in t
i vi doanh nghip:
-

Gim thi gian v chi ph thu thp thng tin th trng v i tc

Rt ngn thi gian cng b sn phm, thng tin khuyn mi n khch hng

Tit kim chi ph hot ng

Thit lp v cng c quan h vi cc i tc
p ng nhu cu ca cng ng ngi tiu dng rng ln
Thu thp v xy dng h thng CSDL thng tin khch hng phong ph vi chi ph
thp
i vi ngi tiu dng
Nng cao kh nng la chn sn phm, dch v

Tnh thun tin cho mua sm

Tit kim thi gian v chi ph i li

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Phn tch nh gi quy trnh Marketing in t ti cng ty TNHH Hotdeal

2.2.

Phn tch quy trnh Marketing in t cng ty Hotdeal theo m hnh

lung cng vic (Workflow)

2.2.1. M hnh tng qut

Sau khi b phn Kinh doanh t c tha thun vi i tc, Gim c iu
hnh s k duyt tha thun a cc deal ln trang web. Trong qu trnh ny b
phn kinh doanh cng s quyt nh xem deal no c a vo k hoch
Marketing. Sau b phn kinh doanh s chuyn cc deal ny cho phng Marketing.
T y qu trnh Marketing in t s bt u. Nh nu trn, Marketing in t
gm 4 hnh thc chnh, cng ty Hodeal thc hin 4 hnh thc chnh ny Marketing
cc sn phm, dch v n cho khch hng. Trong , mi cng c, hnh thc ny c
phn chia thnh cc chin dch (campaign) d dng qun l. Mi campaign c th
Marketing cho mt hoc nhiu sn phm, hoc qung co chung cho mt loi sn phm
hoc mt chin dch khuyn mi chung no . Cc chin dch ny cn c phn theo
nhm khch hng da vo nhn khu hc (gii tnh, tui, s thchv.v).

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Phn tch nh gi quy trnh Marketing in t ti cng ty TNHH Hotdeal

S 2.1: Quy trnh Marketing in t tng qut cng ty TNHH Hotdeal
B phn
Phng kinh doanh

Phng thm nh

Gim c iu hnh

Thm nh
cht lng
sn phm
dch v

Tip nhn
kt qu
thm nh

Phng Marketing

Bt u
Tha thun vi
i tc v sn
phm dch v
a ln deal

Deal kh
thi khng

Khng
duyt
v nu
l do
a deal ln
trang web
ca cng ty

Kim sot s
lng khch
hng mua
deal v chn
deal thc
hin
marketing

Kt thc

GVHD: Th.S Tn N Khoa Nguyn

Duyt
k hp
ng
Tip nhn deal
cn Marketing
ca b phn kinh
doanh
Phn chia chin
dch qung
b trn cc cng
c FB Ads, E-mail
marketing,
Display ads hay
SEM

Ln chin dch
marketing trn
cc cng c phn
theo tui, s
thch trn cc
cng c ny

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Phn tch nh gi quy trnh Marketing in t ti cng ty TNHH Hotdeal

2.2.2. Qung co hin th (Display Ads)
Sau khi b phn kinh doanh chn deal thc hin Marketing, phng Marketing
s quyt nh nhng deal no, chin dch no s c thc hin qung co hin th.
Hin ny, ti Hotdeal, cng c qung co hin th c s dng chnh l Google
Display Network (GDN). Nhng qung co ny c th l t kha, hnh nh, banner
ng hay video. Trong GDN chng ta c th la chn 4 loi chin dch khc nhau bao
gm:
-

Mng tm kim c la chn hin th

Mng tm kim v hin th

Ch Mng tm kim

Ch Mng hin th

Mi loi chin dch s c u nhc im khc nhau v ph hp vi mc ch

marketing m mi cng ty nhm n. Tuy nhin nu chn mng tm kim c la chn
hin th v mng tm kim v hin th th s khng th qun l ngn sch ring cho
tng mng. Cn ch mng hin th th lin quan ti vic qung co t kha s c
cp phn marketing qua cng c tm kim s c gii thiu sau. y, Hotdeal
chn ch mng hin th tin hnh qung co hin th.
Nh ni trn, qung co hin th c th hin th di dng t kha, hnh
nh hay video, tuy nhin Hotdeal chn s dng qung co bng hnh nh v n va thu
ht hn vic s dng t kha va c dung lng nh v vy c th c ti ln cc
trnh duyt nhanh chng hn. Vic thit k banner cho qung co s do b phn thit
k thuc phng Marketing ph trch, qu trnh ny va yu cu thng ip trn banner
phi c tnh sng to, ph hp va yu cu hnh nh phi hp dn v bt mt. Banner
phi c thit k theo cc kch thc khc cho cc v tr v phi ng chun khi
a vo cc v tr , trnh duyt khng t ng ct mt nh vy s lm banner khng
p. Tip theo b phn thc hin qung co hin th s nhn thit k banner t b phn
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Phn tch nh gi quy trnh Marketing in t ti cng ty TNHH Hotdeal

thit k, sau s tin hnh to chin dch mi hoc mt qung co mi trong cng
chin dch c thc hin. Sau y l cc kch thc banner chun quc t cho
website c GND h tr:
Hnh 2.1: Kch thc Banner chun m GDN h tr

(Ngun: Kch thc logo, banner chun quc t cho website, caia.vn)
Cui cng l bc nhm khch hng mc tiu, Hotdeal s phn chia cc chin
dch theo deal v c theo khch hng v vy mi chin dch s c khch hng mc tiu
khc nhau, vic ny nhm gip cng ty c th d dng theo di s ln nhp chut,
lng doanh thu trn mi i tng khch hng khc nhau. Thng th cng ty s phn
chia chin dch da trn tui, sau phn thit lp khch hng mc tiu trong
cng c, Hotdeal s tip tc nhm vo khch hng da trn s thch, gii tnh v v tr
a l ca h. Nhn vin GDN cng phi thit lp ngn sch cho mi chin dch sao
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Phn tch nh gi quy trnh Marketing in t ti cng ty TNHH Hotdeal

cho hp l v phi la chn vic chi tr cho qung co cho ph hp tit kim chi ph
nht, cc cch chi tr cho qung co c th l theo mi click chut (CPC), cho mi
ngn ln hin th (CPM), hay thit lp ngn sch c nh cho mi qung co hoc
cng c th cho Google t u gi cho cc qung co ny.
Hin nay, ti Vit Nam cc i tc ca Google trong mng hin th bao gm rt
nhiu trang web ni ting nh mp3.zing.vn, Vnexpress, hay dantri.vn, vic t banner
trn cc trang web ny gip lm tng ng k lng truy cp cng nh nhn din
thng hiu ca Hotdeal.vn.
2.2.3. Marketing qua mng x hi (Social Media Marketing)
y c xem l mt cng c pht trin kh nhanh v hin ang c Hotdeal
u t y mnh. Marketing qua mng x hi ca Hotdeal bao gm hai mng chnh l
qung co trn Facebook (Facebook Ads) v xy dng cng ng tp hp nhng ngi
hm m, theo di cho Hotdeal.
2.2.3.1.

Xy dng qung co trn Facebook (Facebook Ads)

Vic thc hin qung co trn Facebook cng tng t nh qung co hin th
trn GDN l phn chia thnh cc chin dch da trn tui v c tnh i tng khc
nhau. im khc bit l ta c th chn qung co hin th trn tng ngi xem
(New feed ads) hay ct bn phi (right collum ads). Tip theo l bc la chn hnh
nh, tiu (title) v m t (description) cho qung co. di ca cc tiu v m
t ny rt hn ch, i vi tiu ch gm 25 k t v i vi m t ch c 90 k t v
vy vic la chn tiu v m t rt quan trng. thu ht ngi ngi xem trong
khi di thng ip c gii hn th phi la chn tht k, cu ch phi hp dn. Mun
hng chnh xc n i tng cn marketing, ta cng thit lp cc c tnh nh tui
tc, gii tnh, khu vc s thch, ngn sch cho qung cov.v.

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Phn tch nh gi quy trnh Marketing in t ti cng ty TNHH Hotdeal

2.2.3.2.

Xy dng cng ng Facebook cho Hotdeal

Mc ch ca vic xy dng trang cng ng gm nhng ngi hm m

(fanpage) bao gm thu ht s ch ca ngi tham gia mng x hi ko h v trang
web chnh l hotdeal.vn ng thi gp phn tng th hng tm kim ca website trn
cng c tm kim nh cc lin kt (link) tr v trang web. Vic li ko mt lng ln
ngi theo di, thch trang hay bnh lun chia s v trang to nn s nhn bit thng
hiu cng nh lm tng trc tip doanh s bn hng cho trang web. C hai chin lc
chnh thng c s dng trong vic xy dng fanpage l thu ht s ch bng
cch ng cc tin, bi c ni dung hp dn, hi hc nhng khng lin quan n bn
hng, chin lc th hai l ng cc tin bi v cc deal thu ht lng ngi nhp
chut vo lin kt n trang bn hng nhm tng doanh thu. i vi chin lc no th
vic quan trng nht cng l li ko s ch ca khch hng nhiu nht n ni dung
chng ta mun chuyn ti v d nh c th t chc tr chi trn Facebook vi ni dung
l tm Logo n ca Hotdeal chng hn, tuy khng lin quan n bn hng nhng cng
gp phn gin tip a ngi xem n website ca chng ta. Vi cng c qun l
fanpage ca Facebook, ta cng c th theo di s lng ngi thch (like), bnh lun
(comment), chia s (share) nh cc trang bnh thng khc, ng thi c th theo di
s lng khch hng m trang tip cn cng nh nhng cng c tng th hng
ca trang trn Facebook.
2.2.4. Marketing qua cng c tm kim
2.2.4.1.

Qung co t kha (keyword advertising)

i vi qung co t kha, cng c Hotdeal s dng l Google Adsword v quy

trnh cng c thc hin tng t nh qung co hin th trn GDN. T kha c
chn qung co s hin th gc trn trong trang kt qu tm kim cho t kha lin
quan. V d nu ta search t Hotdeal, gc trn trang kt qu tm kim ca Google s
hin ra trang ch ca Hotdeal u tin, v nhng t kha no l t kha qung co s
c nn mu vng.
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Phn tch nh gi quy trnh Marketing in t ti cng ty TNHH Hotdeal

Vic la chn t kha va phi thch hp va phi sng to v th s c rt
nhiu i th cnh tranh tm cch mua t kha trng vi bn. Nh vy sau Goole
cng s sp xp nhng t kha ny theo tnh cht hu ch ca n i vi ngi dng,
tc l trang ca bn c ng l nhng g ngi dng ang tm kim khi g vo t kha
hay khng. Chng ta c th la chn danh sch cc t kha khc nhau cho mt
qung co. V d i vi trang Hotdeal.vn, cng ty s lp danh sch nhng t kha m
ngi dng c th tm nh l: hotdeal, hotdeal.vn, cng mua, deal gi tt,
deal gia totv.v.
2.2.4.2.

Ti u ha cng c tm kim (Search Engine Optimization - SEO)

Mun c c lng nhp chut vo trang web chng ta cng nhiu th th

hng trong trang kt qu tm kim cng phi cao. Khi thc hin tm kim mt t kha
no trn Google, th hng kt qu hin ra s ph thuc vo nhiu yu t lin quan
n cu trc trang html ca chnh trang web , ni dng trang web v lng lin kt
t cc trang khc cha v trang web v.v. Ngi ta chia SEO lm hai loi chnh l
SEO Onpage v SEO Offpage. Mi loi s ng mt vai tr nht nh trong vic quyt
nh th hng ca trang web chng ta. Hotdeal s dng c SEO Onpage v SEO
Offpage ti u ha trang web c mnh trn Google Search.
Ti u ha trn website cng ty (SEO Onpage):
-

SEO Onpage lin quan n cu trc html v ni dung ca chnh trang web v vy
ta phi thit k trang web v ni dung sao cho ph hp vi nhng ch tiu Google
ra xp hng trang web trn Google. Thng th phn ni dung ca deal s
c son trc bi b phn Content (ni dung) sau b phn lm SEO onpage s
ch vit li gip cc b phn ca trang web nh tiu , cu trc html v ni
dung ph hp hn vi th thut SEO. Sau y l cc cu trc html cn chnh sa
gip website c th hng cao trn Google Search:

Tiu (title): tiu trang web thng gm 67 k t, tiu nn cha t kha v

y l mt yu t quan trng xp hng tm kim.

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Phn tch nh gi quy trnh Marketing in t ti cng ty TNHH Hotdeal

-

T t (description): gm 265 k t, mun c c t l nhp chut vo kt qu

nhiu th m t ny nn nu c nhng im ni bt m ta mun chuyn ti n
ngi xem.

T kha: nhng t kha lin quan n t kha c tm kim, nh ni trn th

ta khng nn lm dng t kha qu nhiu v s c th dn n phn tc dng, m
nn ch trng vit ni dng tht hp dn, xen k thm vo mt s t kha lin quan.
V d nh mt trang vit v deal Lu nht bn mt ngi v ta mun khi ngi
xem tm t kha lu mt ngi, th hng trang web ca chng ta c hin ra cao
th tt nht ni dung nn nu bt c u im, li ch ca deal, ng thi a vo
trang mt vi t (3 5 t) kha lin quan ch khng nn ch lp li mt t nh lu
mt ngi, lu Nht Bn, lu Nht Bn mt ngi

Ta cn c th ti u cc tiu t H1 H6, cc cu trc strong v em trong trang

html.

Hnh nh: nn m t, th alt ph hp vi ni dung nh t th hng cao trong

trang tm kim hnh nh.

URL v Site map: ng dn ca trang nn cha t kha v khng nn cha cc k

t ID?, #...Site map th nn r rng v hp l.
Ti u ha cng c tm kim trn cc trang web khc (SEO Offpage)
Lm SEO Offpage l tm kim nhng lin kt tr v trang web (back link),

gip tng th hng trang. Trc y to backlink, cc doanh nghip thng ng bi

trn cc din n m khng cn quan tm n ch ca bi vit c lin quan n ch
ang c nu ra trn trang khng (mt dng spam bi vit), cng nh spam ch k
di cc bi vit . Tuy nhin, cho n nay cch lm ny khng cn hiu qu nhiu
v Google xp hng yu t backlink t cc ch k din n khng cn cao nh
trc, v vic ng bi spam th ti khon thng b xa rt nhanh. Hin nay Hotdeal
ang s dng cng c t ng spam, cch lm ny tuy tit kim thi gian v hiu
qu hn nhng cng khng my bn vng. Cch tt nht l chng ta ng nhng bi
vit ph hp ch v ni dung hp dn, sau cui bi vit c th trch thm link n
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Phn tch nh gi quy trnh Marketing in t ti cng ty TNHH Hotdeal

trang web chng ta, nh vy s khin trang web va c th hng cao va thu ht c
s ch ca ngi c.
Mt cch lm SEO Offpage khc c hotdeal s dng chnh l ly backlink
t mng x hi v cc trang web v tinh tr v. Hotdeal xy dng c mt s trang
web v tinh em backlink v cho mnh nh vinabook.vn, yesgo.vnv.v. Hin nay
ch s quan trng ca cc backlink t mng x hi l rt cao, nht l Google+ tip n
l Facebook, Printest, TwitterTrn Facebook, ly back link v Hotdeal cng xy
dng mt s trang fanpage khc ngoi trang fanpage Hotdeal v d nh trang Thch
du lch.
2.2.5. Marketing qua Email (Email-Marketing)
Mt cng c lm Email maketing c s dng hin nay Hotdeak l Email
marketer. Ni dung Email bao gm cc deal c quyt nh phng kinh doanh tin
hnh qung co. Vic son tho ni dng s do b phn k thut ph trch nh cc
cng c t ng, phng Marketing sau s tin hnh duyt v gi n danh mc
khch hng ng k nhn mail bn tin (newsletter) t Hotdeal. Vic chuyn mail ti
khch hng cng c chia thnh cc chin dch da trn c im nhn chng hc
nh tui, gii tnhv.v.

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Phn tch nh gi quy trnh Marketing in t ti cng ty TNHH Hotdeal

CHNG 3. NH GI V A RA MT S GII PHP NNG CAO
HIU QU QUY TRNH MAR ETING IN T CNG TY HOTDEAL
3.1.

nh gi v hot ng Marketing in t ca Hotdeal

3.1.1. im mnh
Nhn chung, hot ng Marketing Hotdeal c hiu qu kh tt v c u
t tng i k lng c v mt cng ngh, nhn s ln ti chnh. ng thi nh vo
lng khch hng trc kia ca Vinabook, Hotdeal c c danh sch thng tin, a
ch email ca cc khch hng, vinabook cng ng vai tr nh mt i l gii thiu
khch hng mi n vi Hotdeal.
C th ni i tng Hotdeal nhm n l nhng khch hng c th tip cn
Internet nn quy trnh Marketing c thc hin qua Internet v bng cc cng c,
phn mm qun tr mt cch t ng. Cc knh Marketing cng rt a dng ph sng
c kh nhiu i tng khch hng. i vi ring trang fanpage ca hotdeal c
ti 186.653 ngi thch, cn lng ngi xem (lt view) xp th 138/500 website
c lt xem nhiu nht ti Vit Nam (Alexa.com, tnh n thng 12/2013), iu ny
cho thy hiu qu m hot ng Marketing mang li gip mang hnh nh Hotdeal n
vi ngi tiu dng mt cch rng ln nh th no. Cng nh vo m t mt cng
ty thuc lnh vc mua theo nhm ra i kh mun, Hotdeal vn ln dn v tr u
tin trong lnh vc ny v chim c lng tin ca ngi tiu dng.
Mt kha cnh khng th thiu trong hot ng Marketing in t, bn cnh yu
t cng ngh l yu t con ngi. Nh vo i ng nhn s tr v rt nng ng,
Hotdeal tip thu nhng cng ngh mi kh tt. Ngoi ra, vic s hu i ng nhn s
tr cng gip Hotdeal tip cn c nhm khch hng mc tiu tui t 22 28, l
nhm khch hng mc tiu chnh v c kh nng s dng Internet v hiu bit v cng
ngh.
3.1.2. im yu
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Phn tch nh gi quy trnh Marketing in t ti cng ty TNHH Hotdeal

Tuy kh hon thin v hot ng Marketing in t, Hotdeal vn cn tn ti
mt s im yu nh:
-

S dng hnh nh khng ging vi sn phm tht khi Marketing in t trn cc

knh nh Facebook hay Display Ads lm mt lng tin ca khch hng.

thc hin SEO Hotdeal s dng cng c spam t ng, tuy gip tit kim thi
gian, nhng khng phi l mt bin php bn vng.

Vic thc hin Marketing trc bn hng kh tt tuy nhin hu mi mt khu

khng th thiu trong quy trnh Marketing li b xem nh. H qu l khch hng
lin tc khiu ni thm ch l vit bi ng ln cc din n v mng x hi phn
nh.

3.1.3. C hi
Sau s c nhommua.com mt i th nng k ca Hotdeal gp vn v ti
chnh, Hotdeal nhn ly c hi ny v vn ln v tr s mt th trng mua theo
nhm (group buying). Hin ti th trng ny l mt th trng y tim nng v c
hi. Nhng c hi th trng l:
-

Tng doanh thu th trng mua theo nhm trc tuyn ti Vit Nam khong 33 triu
USD (kt qu nghin cu ca Cty Stoxplus thng 7/2013), y l mt th trng
kh bo b v hin vn ang ch c tip tc khai thc v vy nu bit cch
tn dng li th Marketing Online th vic chim lnh th trng s em li ngun
doanh thu khng l cho Hotdeal.

S lng ngi Vit Nam s dng Internet v hiu bit cng ngh ngy mt gia
tng, y l mt c hi Hotdeal tip cn nhng i tng khch hng mi cng
nh ti bn hng da trn cc phng tin truyn thng Marketing.

Vit Nam v ang a vo p dng Lut v thng mi in t, mt hnh lang

php l bo v doanh nghip cng nh ngi tiu dng trong giao dch thng
mi in t.

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Phn tch nh gi quy trnh Marketing in t ti cng ty TNHH Hotdeal

-

Ngi tiu dng tr nn quen dn vi mua bn hng trn mng v tin tng hn
vo cc giao dch ny, v vy khi cc doanh nghip thc hin Marketing in t,
khch hng s xem cc qung co ny nh mt c hi mua sm v cn nhc la
chn nhp chut vo qung co hp dn nht

Cng ngh k thut ngy cng pht trin, cc cng c Marketing in t cng c
hon thin v pht trin, gip cho quy trnh tr nn nhanh chng hn, cc knh
Marketing cng tr nn a dng hn nhng ng thi cng d dng hng n
ng cc khch hng mc tiu hn.

3.1.4. Thch thc

Bn cnh c hi cng cn tn ti rt nhiu thch thc:
-

Cc i th cnh tranh nh nhommua.com, muachung.com, cungmua.comang

lm le chim lnh th trng v trin khai hng lot chin dch Marketing thu ht
khch hng v tay h.

Tuy s lng ngi tiu dng trc tuyn ngy cng gia tng, nhng s ngi tiu
dng khng th tip cn c internet vn rt ln nhng Hotdeal ch s dng n
thun cng c Marketing trc tuyn v th cng khng th tip cn c i tng
khch hng ny.

Ngi tiu dng qu th v c thi thiu tin tng i vi giao dch trc tuyn
cng l mt cn tr i vi qu trnh Marketing in t, vic tnh chi ph qung co
trn 1000 ln xut hin (CPM) s lm gia tng chi ph qung co m khng em li
hiu qu nu khch hng th .

Cc i th cnh tranh bng cch mua li t kha Hotdeal vi gi cao hn, gian
ln click chut trong cc qung co, s dng cc bnh lun trn mng x hi bi
nh danh ting ca Hotdeal cng nh s dng gin ip n cp danh sch a ch
email ca khch hng.

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Phn tch nh gi quy trnh Marketing in t ti cng ty TNHH Hotdeal

3.2.

Mt s gii php nng cao hiu qu hot ng Marketing in t ti

Hotdeal
Thng qua vic phn tch im mnh, im yu, c hi v thch thc phn tch

ti c mt s xut gii php nng cao hat ng Marketing in t ca cng ty

TNHH Hotdeal.
3.2.1. Nng cao cht lng sn phm dch v
Cht lng sn phm dch v l nn tng c bn ca hot ng Marketing, cho
d Marketing c tt n u nhng sn phm dch v khng m bo th kh lng gi
chn khch hng, nht l i vi giao dch trc tuyn, vic chim c lng tin ni
khch l iu rt quan trng. Nng cao cht lng sn phm dch v s dn n gia
tng hiu qu ca hot ng Marketing khi ta qung co n khch hng ci m ta thc
s c, nh vy vic s dng hnh nh khng ging vi thc t sn phm dch v trong
Marketing s khng cn.
3.2.2. Ch trng o to v pht trin nhn lc
Thng mi in t l mt ngnh kh mi Vit Nam v vy tuy l mt trong
nhng cng ty i u th trng ny v c kinh nghim trong ngnh nhng Hotdeal
vn cn giai on th nghim v pht trin. iu ny s gip Hotdeal pht trin bn
vng hn ch khng ch nn ch trng vo u t ti chnh. Hin nay, quy trnh
Marketing ti do mt i ng rt tr ( t 20-35 tui) v nng ng thc hin tuy vy i
ng ny vn ch chp chng hc tp cch thc lm Marketing in t thng qua
Internet ch cha thc s c o to bi bn v chnh quy v Marketing in t. Mt
s nhn vin c kinh nghim trong ngnh tuy nhin vic o to v pht trin thm vn
rt cn thit. Cng ty nn m cc lp hc v c nhn vin i o to nhng nc dn
u v thng mi in t hc hi kinh nghim.

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Phn tch nh gi quy trnh Marketing in t ti cng ty TNHH Hotdeal

Cng cn to dng vn ha doanh nghip tng lng trung thnh ca nhn
vin, iu ny cng c th dng Markeitng cho cng ty, vn ha doanh nghip p
gip tng hnh nh ca khch hng v cng ty.
3.2.3. Pht trin cng ngh
L mt cng ty thng mi in t, pht trin cng ngh ng mt vai tr ln
i vi s pht trin ca c cng ty. Pht trin cng ngh khng ch n thun l nm
bt cng ngh mi mt cch nhanh chng nng cao li th cnh tranh trn th trng
thay i lin tc m cn l qu trnh sng to p dng cng ngh mi vo cng ty
sao cho ph hp v pht huy hiu qu cao nht.
3.2.4. Ch trng chm sc khch hng trc v sau bn
Nh ni trn marketing trc v sau bn u rt quan trng, nu lm tt
vic Marketing trc bn hng th c th doanh s s tng rt nhanh tuy nhin nu
khng ch trong n khu hu mi th iu ny s khng bn vng, khch hng c th
ch mua mt ln duy nht v khng quay tr li. i vi b phn giao hng, b mt th
hai ca cng ty sau trang web bn hng v cng l b phn tip xc trc tip vi khch
hng, cn ch hn na n thi phc v.
3.2.5. Xy dng chin lc Marketing ph hp
Facebook, email marketing, display adsv.v ch l cng c trong chin lc
Marketing tng th, iu quan trng hn l cn phi xy dng chin lc Marketing
sao cho hng n ng i tng khch hng v thu ht s quan tm ca h. C th
t chc khuyn mi, tr chi, cc s kin trc tuyn lm a dng cc knh
Marketing n vi khch hng.

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TI LIU THAM KHO

Ti liu Ting Vit
1. Joseph Sirgy, Bin dch: Hong Phng (HN, 2004), Chng trnh Ging dy
Kinh t Fulbright: Truyn thng Marketing hp nht.
2. Phng k ton cng ty TNHH Hotdeal (2013), Bo co tng kt hot ng kinh
doanh 2013, TP.HCM.
3. Phng nhn s cng ty TNHH Hotdeal (2013), Ti liu hi nhp vn ha
Hotdeal 2013, TP.HCM.
Ti liu Ting Anh
4. Assaad, Waad; Jorge Marx Gomez (2013), Social Network in marketing
(Social Media Marketing) Opportunities and Risks, 2 (1).
5. Dave Chaffey (2009), E-Business and E-Commerce Management, 4th edition,
Prentice Hall.
6. Evans, Dave (16 September 2010). Social Media Marketing: The Next
Generation of Business Engagement. John Wiley & Sons. pp. 15. ISBN 9780-470-94421-9.
7. Humphrey, Albert (thng 12 nm 2005). SWOT Analysis for Management
Consulting. SRI Alumni Newsletter (SRI International).
8. Jo Barnes (2013), Facebook Marketing 2013: The Essential Things You Must
Know to Generate Leads Through Facebook in 2013, pp. 18-93.
9. Judy Strauss - Adel El-Ansary - Raymond Frost (2006), E-Marketing,
Prentice Hall.
10. Kietzmann, J.H., Canhoto, A. (2013). "Bittersweet! Understanding and
Managing Electronic Word of Mouth" (PDF). Journal of Public Affairs 13 (2):
146159.
11. Schivinski, Bruno; Dbrowski, D. (2013). The Impact of Brand
Communication on Brand Equity Dimensions and Brand Purchase Intention
Through Facebook". Working Paper Series A, Gdansk University of
Technology, Faculty of Management and Economics 4 (4), pp. 223.
12. Trattner, C., Kappe, F. (2013). "Social Stream Marketing on Facebook: A Case
Study". International Journal of Social and Humanistic Computing
(IJSHC) 2 (1/2).

Ti liu ly v t Internet
13. Nguyn Bnh (2013), SEO Onpage l g - Video hng dn lm SEO Onpage.
c ly v ngy 12/1/2014, t http://youtube.com
14. Thng Tin Dch V (2013), Hotdeal.vn thu tm th trng mua theo nhm.
c ly v ngy 16/1/2014, t http://thanhnien.com.vn.
15. VICP (2012), SEM l g? Ti sao phi lm SEM?. c ly v ngy 18/2/2014,
t trang http://marketing.24h.com.vn.
16. Zaiybz (2012), Tng hp quy trnh SEO hiu qu v cc cch lm SEO tt nht
hin nay. c ly v ngy 15/1/2014, t http://forum.idichvuseo.com/.

PH LC
Ph Lc 1: S b my t chc cng ty Hotdeal chi nhnh H Ni

(Ngun: Ti liu hi nhp vn ha Hotdeal, 2013)

Ph lc 2: Biu c cu nhn s ti chi nhnh H Ni

150

100

50

0
Series1

Hotdeal H
Ni

B phn
vn phng
138

B phn giao
hng
42

(Ngun: Ti liu hi nhp vn ha Hotdeal, 2013)

Ph c 3: Bng phn tch kt qu hot ng kinh doanh cng ty TNHH Hotdeal

Nm 2012 - 2013
S Chnh Lch

T L

Ch Tiu

Nm 2012

Nm 2013

Doanh Thu

10,587,503,735

13,020,245,168

2,432,741,433

22.98

104,919,516

207,254,964

102,335,448

97.54

10,482,584,219

12,812,990,204

2,330,405,985

22.23

7,491,445,048

9,316,018,932

1,824,57,884

24.36

2,991,139,171

3,496,971,272

505,832,101

16.91

1,213,721,155

1,481,957,409

268,236,254

22.1

931,793,943

-107,123,367

-10.31

1,083,219,920

344,719,214

46.68

10,057,952

1,751,947

21.09

9,531,748

2,694,458

39.41

526,204

-942,511

-64.17

1,083,746,124

343,776,703

46.46

Cc

khong

gim tr
1.Doanh Thu
Thun
2.Gi

vn

hng bn
3.Li

nhun

gp
4.Ch ph bn
hng

S Tin

5.Chi ph qun
l

doanh 1,038,917,310

nghip
6.Li

nhun

thun t hot 738,500,706

ng bn hng
7.Doanh

thu

hot ng ti 8,306,005
chnh
8.Chi ph ti
chnh
9.Li

6,837,290

nhun

hot ng ti 1,468,715
chnh
10.Li nhun
thun t hot 739,969,421
ng

kinh

doanh
11.Thu

nhp

khc
12.Chi

ph

khc
13.Li nhun
khc
14.Tng
nhun

75,738,679

55,802,138

-19,936,541

-26.32

75,738,679

55,802,138

-19,936,541

-26.32

1,139,548,262

323,840,162

39.7

203,927,025

284,887,066

80,960,041

39.7

611,854,075

854,661,197

242,880,122

39.7

li
trc 815,708,100

thu
15.Thu
nhp
nghip

thu
doanh
phi

np

16.Li nhun
sau thu

(Ngun: Phng K Ton cng ty Hotdeal, 2013)