TRNG H THNG MI

GV: NGUYN HONG GIANG

LI M U

Trong x hi hin i thng tin lun bin i v c cp nht lin

tc. Cc sn phm mi lin tc c a ra th trng v thng tin v chng
lun trn ngp vi cc hnh thc ngy cng a dng. Trong khi lng thng
tin khng l lm th no sn phm ca cng ty c th thu ht s ch
ca khch hang mc tiu. Mt sn phm vi nhiu tnh nng mi, kiu dng
p, gi c hp dn v mt knh phn phi tt to iu kin tt khch
hng tip xc vi sn phm l cha . Khch hng lun cn thng tin
nhng thng tin nh th no l hu ch v lm th no truyn tin mt
cch hiu qu nht.
Ngy nay cc nh qun tr ngy cng nhn thy vai tr quan trng ca
cc hot ng xc tin hn hp trong marketing hin i. Cc cng ty
dnh mt phn ln trong ngn sch ca mnh cho hot ng qung co,
khuyn mi, xc tin bn, t chc s kin, marketing trc tip. V hiu qu
m chng em li c th thy c qua mc tng trng trong doanh s bn
v tc ng n hnh nh ca cng ty trong cm nhn ca ngi tiu dng.
Honda Vit nam l cng ty thc hin thnh cng cc hot ng xc tin
hn hp v xy dng c hnh nh tt p ca cng ty v nim tin i
vi cc sn phm tiu dng ca hng trong tm tr ngi tiu dng Vit
Nam.
V vy nhm 10 la chn ti: Phn tch chin lc xc tin

NHM 10- LP K7HK4

thng mi ca sn phm xe AirBlade v a cc gii php. i tng

l xe my AirBlade v tt c cc hot ng xc tin hn hp c lin quan
n dng xe ny trong nm 2007. Mc tiu khi la chn ti ny l a ra
nhng nh gi v tnh hnh thc hin chin lc xc tin thng mi cho
dng xe ny v t c th xut nhng gii php gp phn
tng hiu qu hot ng.
ti gm ba phn chnh :
I. Xc tin thng mi.
II. Xc tin thng mi ti cng ty Honda Vit Nam cho sn phm
Air Blade.
III. xut gii php nhm pht huy li th, u im v khc phc,
gii quyt nhng tn ti, hn ch trong chnh sch xc tin thng mi
ca Honda cho sn phm Air Blade.
Em xin chn thnh cm n!

TRNG H THNG MI

GV: NGUYN HONG GIANG

I. XC TIN THNG MI
1. Khi nim xc tin thng mi
Xc tin thng mi (XTTM) l thut ng xut hin trong kinh t hc t
nhng nm u ca th k 20 cng vi s hnh thnh v pht trin ca khi
nim marketing. XTTM gn lin vi hot ng ca th trng v Marketing
v XTTM l mt b phn khng th tch ri trong m hnh Marketing hn
hp (Marketing mix) ca bt c doanh nghip (DN) no, bt c nn kinh t
no.
C rt nhiu cc nh ngha khc nhau v XTTM:
- Theo cch truyn thng, XTTM c hiu l hot ng trao i v h tr
trao i thng tin gia ngi bn v ngi mua, hoc qua khu trung gian
nhm tc ng ti thi v hnh vi mua bn qua thc y vic mua bn,
trao i hng ha v dch v ch yu nhm m rng v pht trin th trng.
- Cng c quan im cho rng: XTTM l cc hot ng nghin cu bn
giy, kho st v cc dch v lin quan trc tip hay gin tip ti cc hnh vi
mua bn nhng khng thuc hnh vi mua bn m ch h tr nhm em li
hiu qu cao nht hay XTTM l nhng hot ng h tr kinh doanh thit
yu, tc ng trc tip hay gin tip n qu trnh sn xut v phn phi lu
thng hng ha hay cung ng dch v nhm p ng nhu cu thng thng
ngy cng cao ca x hi.
- Lut Thng mi Vit Nam (1999) nh ngha: XTTM l hot ng
nhm tm kim, thc y c hi mua bn hng ha v cung ng dch v
thng mi, bao gm cc hot ng qung co (QC), hi tr trin lm
NHM 10- LP K7HK4

(HCTL) v khuyn mi.

T cc nh ngha v phn tch nu trn, chng ta c th i n kt lun:
XTTM l mt b phn quan trng khng th tch ri ca Marketing hn
hp, lm cu ni gia sn xut v tiu dng, tc ng trc tip hay gin tip
n hnh vi mua hng thng qua cc hot ng cung cp thng tin, thuyt
phc v nhc nh.
Khi nim xc tin thng mi:
Xc tin thng mi ( Trade promotion) l mt lnh vc hot ng
marketing c bit v c ch ch c nh hng vo vic cho hng,
chiu khch v xc lp mt quan h thun li nht gia doanh nghip v bn
hng ca n vi tp khch hng tim nng trng im nhm phn phi
thuc, trin khai nng ng chin lc v chng trnh marketing- mix
la chn ca doanh nghip.
Xc tin thng mi l hot ng thc y, tm kim c hi mua bn hng
ho v cung ng dch v, bao gm hot ng khuyn mi, qung co thng
mi, trng by, gii thiu hng ho, dch v, hi ch v trin lm thng
mi.
2. Cc chnh sch xc tin thng mi
Hot ng xc tin hn hp trong marketing l s kt hp tng hp
cc hot ng sau:
- Qung co,
- Marketing trc tip,
- Xc tin bn,
- Quan h cng chng v tuyn truyn,
- Bn hng trc tip c nhn.
Ton b cc hot ng xc tin trn phi c phi hp t tc
dng truyn thng ti a ti ngi tiu dng.

TRNG H THNG MI

GV: NGUYN HONG GIANG

Hiu nng ca cc cng c xc tin thay i ty theo th trng.

Trong th trng hng tiu dng, qung co c xem l cng c quan trng
nht. Trong th trng hng cng nghip, v tr quan trng nht thuc v
cho hng v bn hng c nhn.
A. Qung co:
a. Khi nim: Hnh thc trnh by phi c nhn, phi tr tin nhm gii
thiu cc tng, hng ha hay dch v c mt ngi bo tr ch
nh.
b. Vai tr:
Qung co l mt trong nhng cng c quan trng nht ca hot ng
chiu th. Qung co chuyn cc thng tin c sc thuyt phc n cc khch
hng mc tiu ca Cng ty. Cng tc qung co i hi s sng to rt
nhiu. l mt ngh thut: Ngh thut qung co.
Chi ph cho qung co rt ln. V d Hoa K chi ph cho qung co
nm 1991 l 126,4 t la, trong : Bo ch chim 24,1% (30,4 t la),
truyn hnh chim 21,7% (27,4 t la)
Qung co l mt phng tin h tr c lc cho cnh tranh.
Mc ch ca qung co l thu ht s ch ca khch hng, thuyt
phc h v nhng li ch, s hp dn ca sn phm nhm thay i hoc cng
c thi v lng tin tng ca ngi tiu th v sn phm ca Cng
ty, tng lng ham mun mua hng ca h v i n hnh ng mua hng.
c. Nhng quyt nh ch yu trong hot ng
qung co bao gm:
- Xc nh mc tiu qung co:
- Quyt nh v ngn sch qung co:
- Quyt nh v thng ip qung co:

NHM 10- LP K7HK4

- Quyt nh v phng tin qung co.

- nh gi hiu qu ca qung co:
d. Yu cu i vi qung co:
- m bo lng thng tin cao;
- m bo hp l;
- m bo tnh php l;
- m bo tnh ngh thut;
- m bo ng b v a dng;
- m bo ph hp vi kinh ph.
e. Cc phng tin v knh qung co: Bo ch, Radio, Tivi, Phim nh
qung co
B. Marketing trc tip:
a. Khi nim: s dng cc cng c tip xc( th, in thoi) khng c
con ngi trc tip tham gia giao tip hay cng c 1 phn ng t cc
khch hng v nhng ngi c trin vng.
b. Vai tr:
- Thng tin n nhng nhm mc tiu
- Nhc nh
c. Phng tin marketing trc tip: Catalog, T ri, Th fax, Qua
bu in
C. Khuyn mi.
Khuyn mi bao gm rt nhiu cng c c ng nhm kch thch th
trng p ng nhanh v mnh hn i vi sn phm v dch v ca Cng
ty. Hu ht cc t chc kinh doanh u s dng cc cng c khuyn
mi.
khuyn mi bao gm:

Cc quyt nh ch yu trong

TRNG H THNG MI

GV: NGUYN HONG GIANG

- Quyt nh v mc tiu khuyn mi

Mc tiu khuyn mi rt ra t mc tiu marketing c bn i vi mi
sn phm. Nhng mc tiu ring ca khuyn mi s thay i ty theo loi th
trng. Vi ngi tiu dng: Mc tiu l thc y h tiu dng mua nhiu
hn, khuyn khch dng th, thu ht khch hng mi. Cn vi cc trung
gian marketing: dn d h bn nhng mt hng mi, tn kho nhiu hn, c
gng tm kim nhng khch tiu th mi, kch thch bn hng trong ma
vng khch.
- Quyt nh chn cng c khuyn mi
C nhiu cng c khuyn mi khc nhau nhm t nhng mc tiu
khuyn mi khc nhau ty theo th trng, sn phm v iu kin cnh
tranh. Sau y l mt s cng c chnh: Hng mu, Qu hng, Gi hng
chung.
- Quyt nh trin khai chng trnh khuyn mi.
Nh marketing cn phi a ra nhng quyt nh sau y trin khai
chng trnh khuyn mi.
- Qui m khch l:
- iu kin tham gia.
- Thi hn c ng
- Th nghim trc.
Cc cng c khuyn mi nn c th nghim trc nu c th c,
xc nh xem chng c ph hp vi mc tiu, quy khuyn mi khng.
- Thc hin v kim tra nh gi.
Cc Cng ty da vo cc k hoch, chng trnh khuyn mi lp
ch o thc hin sut c thi gian khi bt u thc thi n lc kt thc
chng trnh.
D. Quan h cng chng v tuyn truyn.
NHM 10- LP K7HK4

Tuyn truyn l mt cng c tuy cha dc xem trng ng mc trong

hot ng marketing nhng i khi li c tc dng mnh, t hiu qu cao
nht li tn km t hn qung co.
Tuyn truyn l mt phn ca khi nim ln hn, l nhng quan h
qun chng (Public Relations). Quan h vi cng chng ca Cng ty c
nhiu mc ch, k c vic tuyn truyn tt lm n ng n quan tm n
s pht trin ca a phng: ti tr cho cc phong tro vn ngh, th thao,
cp hc bng cho sinh vin cc trng i hc, xy nh tnh ngha, nhn
nui dng cc b m anh hng sut i.v..v.
E. Bn hng trc tip c nhn.
Khng ging nh qung co hay xc tin bn, bn hng c nhn bao
gm nhng mi quan h trc tip gia ngi bn v cc khch hng hin ti
cng nh khch hng tim nng. Do vy bn hng c nhn l s gii thiu
bng ming v hng ha hay dch v ca ngi bn hng thng qua cuc i
thoi vi 1 hay nhiu khch hng nhm mc ch bn hng.
S dng hnh thc bn hng c nhn c nhng u im ring bi khch
hng c th hiu r hn v sn phm. Khi i ng bn hng c trnh cao,
khch hng s c h hng dn r rng v cch s dng cng nh chng
minh mt cch y , thuyt phc v gi tr sn phm. Thm vo , thng
qua cc hot ng bn hng, cc nhn vin c th thu c cc thng tin ca
khch hng v sn phm, cng ty v i th cnh tranh mt cch chnh xc
v nhanh nht.
II. XC TIN THNG MI TI CNG TY HONDA VIT NAM
CHO SN PHM AIR BLADE
1. Gii thiu v cng ty Honda Vit Nam
Cng ty Honda Vit Nam l lin doanh gia cng ty Honda Nht Bn,

TRNG H THNG MI

GV: NGUYN HONG GIANG

cng ty Asian Motor Thi Lan v Tng cng ty My in lc v My Cng

nghip Vit Nam.
Cng ty c, cp giy php u t s 1521/GP ngy 22 thng 6 nm
1996 : sn xut lp rp xe my. n ngy 22 thng 3 nm 2005 cng ty c
nhn Giy php u t iu chnh s 1521/GPDC b sung chc nng lp rp
t.
Ngnh ngh kinh doanh: Lp rp xe ny v ph tng xe my nhn
hiu Honda; Sn Xut v lp rp t di 9 ch ngi.
Vn iu l: 62.900.000 USD
Vn u t: 290.427.084 USD
Lao ng : 4369 ( tnh n thng 6 nm 2007).
2. Gii thiu v sn phm ( Air Blade).
Honda AirBlade l sn phm xe tay ga th hai ca cng ty c lp
rp ti Vit Nam c k vng s chim lnh th trng xe my tay ga trc
khi Piagio vo Vit Nam. Khch hng mc tiu ca xe AirBlade l nam gii,
nhng ngi a thch dng xe th thao, thi trang theo phong cch hin i,
yu thch nhng sn phm mi. Khch hng mc tiu ca dng xe ny tp
trung vo khu vc thnh th. L xe my tay ga bnh dn nn on th trng
chnh l nhng khch hng c thu nhp kh.
V c bn vc dng AirBlade kh hin i nhng khng c nhiu
im khc bit vi Click. n pha nhn hn v cm n xi-nhan c gn
ngay cnh khin AirBlade bt i phn no s yu ui ca Click. Cc chi
tit nha c ng nt gc cnh, mnh m tr trung theo ng cch m cc
i th khc thnh cng Vit Nam. Tuy nhin, s khc bit ca

NHM 10- LP K7HK4

AirBlade nm nhng chi tit kh l nh: Bnh xng ca xe c thit k

v tr mi, to thun tin khi xng m khng phi m yn xe. Nh chuyn
bnh xng xung di m hp ng U-box ln, a dng vi dung tch
17 lt di yn xe c ch m bo him v cc vt dng c nhn
khc.. AirBlade s dng ng c 108cc tng t nh trn Click, lm mt
bng h thng dung dch tch hp vi nhng tnh nng m theo Honda l tit
kim nhin liu hn. AirBlade gm 3 mu trng, , en c ra mt ngi
tiu dung ngy 20 thng 4 nm 2007 vi gi bn l l 28 triu c bao gm
thu VAT. Khch hng c th mua sn phm ny ti tt c cc i l
ca hng.
3. Khi qut cc nhn t mi trng th trng kinh doanh xe Ari
Blade.
Th trng xe tay ga ang tr thnh ming bnh thu ht cc nh sn
xut. Hin ti c rt nhiu cng ty hot ng kh hiu qu v t c
nhng thnh cng nht nh. Cc i th cnh tranh ca Honda Vit Nam
trong lnh vc ny gm c: Yamaha, Suzuki, SYM, Piagio C th ni
cha bao gi th trng xe my tay ga li c s cnh tranh khc lit nh hin
nay.
Honda l mt trong nhng cng ty ni ting trn ton th gii ni
chung v trn th trng Vit Nam ni ring, c bit l dng sn phm xe
tay ga Airblade. vy cng ty ny v sn phm ca n c g ni bt, c nhng
im yu g? V liu trong tng lai n c tip tc c thng hiu v sn
phm ca n c c a chung nh by gi khng? Chng ta cng phn
tch qua m hnh SWOT.
SWOT l vit tt ca Strengths (im mnh), Weakneses (im
yu), Opportunities (c hi), Threats ( nguy c).

TRNG H THNG MI

GV: NGUYN HONG GIANG

a. im mnh
Honda l mt trong nhng thng hiu ni ting trn th gii: trong
nhng nm qua Honda c ngi dng cng nhn l mt trong nhng cng
ty san xut ra nhng sn phm tt nht, c an ton cao...
Th trng tiu th ca cng ty rt rng ln .
Li nhun tng cao: iu ny cho php Honda tip tc gi vng mc
tiu thu nhp rng ngay c khi h thp d bo li nhun kinh doanh.
Honda lun t khch hng ln hng u: i vi chng ti dch v
khch hng l cung cp dch v tuyt ho, xuyn sut vo nhng quyn li
c bit ch dnh cho khch hng
Mu m sn phm: Honda lun thay i kiu dng, mu m, vi
cng ngh tin tin, cht lng cao, an ton.
b. im yu:
Do thng hiu ni ting nn c nhiu sn phm khc nhi li sn
phm Honda lm nh hng n hng hiu v uy tn ca cng ty trn th
trng.
Hin nay, trn th trng c mt s sn phm ca Honda trong c
dng xe tay ga AirBlade t nhin bc chy iu ny cng gy nh hng
n doanh s bn cng nh uy tn ca cng ty
c. C hi
Lin tc m rng th trng tiu th iu ny to iu kin cho Honda
tip tc pht trin dng sn phm ca mnh.
i vi xe AirBlade l sn phm ca cng ty ni ting cng vi tm
l khch hng Vit Nam nn ngy cng c a chung.
d. Nguy c
C rt nhiu i th cnh tranh. Hin nay i th mnh
ca dng xe AirBlade l Nouvo LX: so v kiu dng, mu m, cht lng
NHM 10- LP K7HK4

11

c nh gi l tng ng nhau.
Honda ang b rt nhiu sn phm nhi nhn hiu ca
cng ty iu ny nh hng n thng hiu cu cng ty.
Nhiu sn phm mi ca Honda trong c AirBlade b cc ca hng
phn phi trn th trng t ng tng gi khi thy mt hng bn chy, khin
cho khch hng khng cn nim tin i vi cng ty. iu ny nh hng
n uy tn cng nh danh ting ca Honda.
4. Chnh sch xc tin thng mi ca Honda Vit Nam cho sn phm
Air Blade.
4.1. i tng hng ti.
L nam gii , nhng ngi u thch dng xe th thao, thi trang theo
phong cch hin i, thch nhng sn phm mi, ch trng khu vc thnh
th, c thu nhp kh.
4.2. Mc tiu ca XTTM:
Cung cp thng tin v sn phm Air Blade n b phn ch yu l nam
thanh nin, t kch thch, thuyt phc h s dng dng xe tay ga Air
blade.
4.3. Chnh sch xc tin thng mi.
Cng ty Honda Vit Nam hin ang s dng cc chnh sch xc tin
thng mi nh: Qung co, Khuyn mi, Quan h cng chng, Bn hng
trc tip.
a. Qung co:
Qung co c Honda s dng mt cch rt hiu qu.
Trong giai on Airblade c tung ra th trng ngi tiu dng c
th nhn bit. iu ny l rt quan trng bi thi im Airblade c gii
thiu th th trng xe my tay ga c kh nhiu dng xe dnh cho nam,

TRNG H THNG MI

GV: NGUYN HONG GIANG

nh Nouvo, Hayate v cha k mt s dng xe nhp khu khc. Qung co

ca cc dng xe ny trn ngp v cng kh hiu qu. Vy Honda lm g
truyn ti nhng thng tin cn thit n khch hng mc tiu ca
mnh: Thng ip qung co phi khc bit v li cun khch hng bng
hnh nh v m thanh nh th no? S dng cc phng tin truyn thng
no? Tn sut xut hin l bao nhiu?
Honda Vit Nam thc hin qung co thng xuyn vi tn sut
ln m bo cho hnh nh ca AirBlade c th in m trong tm tr ngi
xem. Qung co trong giai on ny c gng thuyt phc ngi xem v mt
l tr i xe Airblade lm bn trong nam tnh, thi trang v mang phong cch
ca ngi dn u Leading the age. Cc phng tin c s dng:
Truyn hnh, bo, tp ch, pano p phch. V i tng l thanh nin l
nhng ngi tr tui hay suy ngh l mnh tr nn phng tin c dng
hiu qu nht trong giai on ny l truyn hnh.
b .Khuyn mi:
Cng c mang li thnh cng thnh cng na l khuyn mi c th
nhn ra mt iu: Honda tp trung nhiu ngn sch cho hat ng PR v
qung co nhng li t hn cho khuyn mi.
Vo nhng thng u tin khi mua mt chic xe Airblade khch hng
s c tng mt m bo him ca Honda Vit Nam. Mc d ti thi im
cha c quy nh v thc hin php lnh bt buc i m bo him khi
iu khin phng tin mt, xe my. V chin lc tng qu ny tuy khng
phi ln u c cng ty thc hin nhng li tc ng vo ng hon cnh
hin ti bi v mua m bo him ch cn l vn thi gian th khch
hng s la chn mua mt sn phm c a thch tng km, cn hn l
NHM 10- LP K7HK4

13

mua mt sn phm ca dng xe khc sau li phi mt them mt

khon tin khng t sm cho mnh mt chic m bo him, l
cha k n cht lng cng nh kiu dng m kh c loi m bo him no
c c nh m bo him ca Honda. L cng ty gn vi s an ton nn
cht lng c khng nh. Mt mn qu khng phi l ln nhng c
gi tr v ng hon cnh.
Thi gian ca t khuyn mi ny khng ngn cng khng qu
di
Bo hnh: Airblade v Click l hai dng xe c Honda p dng ch
bo hnh mi: Xe c bo hnh 1 nm hoc 12000km, ty iu kin
no n trc v c kim tra nh k bn ln min ph trong 18 thng
hoc 12000km. C th ni y l hnh thc xc tin bn quan trng v kch
thch tiu th nht. N cng khng nh rng Airblade c cht lng cao.
Bi nh vy nh sn xut mi dm c mt ch bo hnh ko di lu nh
vy. Qua ch bo hnh nh vy khch hng cng thy c s quan tm
ca cng ty v tin tng vo cht lng ca cc dch v , ch i ng.
c. Quan h cng chng:
Trong cc cng c th quan h cng chng c nh gi l hiu qu
nht. nh hng ca cng chng n vic thnh cng hay tht bi ca mt
sn phm l khng th ph nhn. Cng chng c th to ra nhng thun li
v kh khn cho vic tiu th sn phm. c bit nu dnh c s ng h
ca cc c quan nh nc th sn phm c th d dng a sn phm n vi
ngi tiu dng hn. V vy Honda Vit Nam lun theo di thi ca cng
chng, phn phi thng tin v giao tip to uy tn v bo v hnh nh
cng ty xy dng c trong thi gian di.

TRNG H THNG MI

GV: NGUYN HONG GIANG

Mc tiu ca PR trong thi gian u l: ng ti trn cc phng tin

truyn thong thu ht s ch n sn phm ca khch hng. Cc
hot ng ca cng ty bao gm: Quan h bo ch, tuyn truyn v sn phm
nhm h tr cho sn phm khi tung ra th trng .
Nhng hot ng ch yu trong marketing PR cho
Airblade: Cc s kin , tin tc, hot ng cng ch.
Sau mt thi gian ngn, thng 4/2007 cng ty t chc
bui ra mt u tin gii thiu dng xe AirBlade trn th trng Vit. V tt
c thng tin c Honda cung cp t trc nn bui gii thiu ny
dnh c s quan tm ca cc phng tin truyn thng c bit l bo ch
v internet. c rt nhiu bi vit c ng ti trn cc bo v mng:
AirBlade- dng xe c k vng chim lnh th trng trc khi Piagio vo
Vit Nam, AirBlade - t ph trong thit k v phong cch.
Trong sut thi gian t khi c mt trn th trng cho ti thi im
hin ti bo ch l cng c c s dng lin tc v hiu qu nht trong vic
truyn tin n khch hng.
Mt hot cng c khc trong PR c p dng thnh cng l hot
ng cng ch. L dng xe cao s an ton nn Honda Vit Nam a
hnh nh ca AirBlade vi cc chng trnh tuyn truyn v an ton giao
thng nhiu nht l gn b vi chin dch Ti yu Vit Nam. L chng
trnh c nh hng tm quc gia, gi chiu ca Ti yu Vit Nam c pht
song vo nhng gi c nh trong ngy nh Bn tin an ton giao thng sau
chng trnh cho bui sang, cuc thi tm hiu v an ton giao thng cn
c u i chiu vo sau thi s l nhng gii chiu nhn c kh nhiu s
quan tm. c bit l t khi b sung thm chng trnh c m Airblade

NHM 10- LP K7HK4

15

c xut hin u n trong cc on phim ngn. Nhng ngi thit k

chng trnh kho lo s c mt ca Airblade bnh thng nh
mt phng tin h tr. Nhng nhn vt trong on phim ngn va hng
dn v an ton giao thng va ch ra nhng mi ca Airblade ngi s
dng c th d dng iu khin hn.

d. Bn hng trc tip:

i vi sn phm xe may tay ga Airblade th bn hng trc
tip c v tr c tn trong Marketing Mix nhm phc v nhng nhu cu c
hiu qu v cnh tranh cao. V Marketing trc tip cha c p dng nn
bn hng tr thnh mt cng c tip sc quan trng . c im ca khch
hng Vit Nam: Khng phi ai cng c c hi tm hiu thng tin qua cc
knh khc hay iu kin trc tip th sn phm. Thi quen t lu trong
vic mua bn hng ha: c nhn thy nhiu loi sn phm, trc tip chn
la v lng nghe kin ca ngi xung quanh. Trong trng hp ny, nhn
vin bn hng tr thnh nhm tham kho quan trng, i khi cn c th lm
thay i quyt nh mua. Honda Vit Nam s dng lc lng bn hng c
c cu hn hp: Bn mt lc nhiu sn phm cho nhiu loi khch hng. Do
khng c nhn vin bn hng ring cho dng xe Airblade. Ti cc i l
khch hng c th gp c nhn vin t vn v cc i din bn hng. Cc
i din bn hng ca Airblade chu trch nhim bn hng, t vn, bo hnh
cho sn phm.
4.4. u v nhc im ca xc tin thng mi i vi sn phm xe
my Airblade.
Honda thnh cng trong vic a thng tin sn phm v dch v

TRNG H THNG MI

GV: NGUYN HONG GIANG

ca Airblade n khch hng mc tiu ca mnh v xy dng c hnh nh

tt p trong lng ngi tiu dng Vit Nam. Ngay t lc cha tung ra
sn phm ra th trng th cng ty quan tm n vic a thng tin v sn
phm nhm li cun s ch ca khch hng. Cng ty u t cho hot
ng qung co, khuyn mi, t chc s kin, cc cuc trin lm. Hiu qu
ca hot ng ny mang li l mc nh gi s hiu bit v sn phm
ny.
* Quan h cng chng: s thnh cng ca hot ng xc tin thng
mi mang li l mt kt qu ng gp ca nhiu hot ng.
Trong cc cng c th quan h cng chng c nh gi l hiu qu nht.
nh hng ca cng chng n vic thnh cng v tht bi ca sn phm l
khng th ph nhn. cng chng c th to ra nhng thun li v dnh c
s ng h ca c quan nh nc th sn phm d dng a n c cho
ngi tiu dng hn.
Nhc im l nu quan h vi cng chng khng tt th cng chng s to
ra nhng kh khn cho doanh nghip
* Qung co: qung co ca honda dng h tr cc cng c cho hiu
qu hn. Qung co khuyn mi cung cp cc thng tin v qu tng, tr
chi hay ch bo hnh sn phm mt cch rng ri nht.
+ Qung co gip cho bn hng trc tip thun li hn bng cch gii
thiu cc ca hng ln cho khch hng khng mt cng sc nhiu
tm kim. i vi nhn vin bn hng gim thi gian gii thiu v cc
mt hng bi ngi tiu dng trc khi n ca hng chn c dng xe
ng .
+ Hn ch ca qung co l do hn ch v thi gian qung co ngn, ch
vi 23 giy ch cho s xut hin ca hnh nh v hng ti nhm khch
hng mc tiu c th. Cn nhng c tnh ni bt v cng dng mi c bit
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ca xe Airblade so vi dng xe tay ga khc th cha th hin c. Qung

co trn truyn hnh khng hiu qu bng qung co trn bo i, bng
rn
Vo giai on pht trin nhng qung co ca xe Airblade t hn trc
v khng qung co trn truyn hnh na.
* Khuyn mi: u im l nhng thng u khi mua mt chic xe
Airblade khch hng c tng mt m bo him ca Honda chin lc ny
tc ng ng vo hon cnh hin ti. mt mn qu gi tr nh nhng
ng vo thi im v hon cnh.
+ Ch bo hnh trn mt nm hoc 12.000km y l hnh thc xc
tin bn thc y tiu th.
+ Nhc im l thi gian khuyn mi ngn. Trong giai on pht
trin sn phm ny ang thiu nn vic khuyn mi thc y tiu th
khng cn c ch nhiu na.
* Bn hng trc tip: Thi quen ca vic mua hng ha l c nhn thy
nhiu loi sn phm, trc tip la chn v lng nghe kin ca ngi xung
quanh. Cc i din bn hng Airblade chu trch nhim bn hng, t
vn, bo hnh sn phm.
+ Nhc im: Trch nhim ca ngi i din bn hng ln v cc cng
c xc tin khc ln hn ln bn hng trc tip khng gy c nhiu n
tng.

TRNG H THNG MI

GV: NGUYN HONG GIANG

III. XUT GII PHP NHM PHT HUY LI TH, U IM

V KHC PHC, GII QUYT NHNG TN TI, HN CH
TRONG CHNH SCH XC TIN THNG MI CA HONDA
CHO SN PHM AIR BLADE.
1. Chin lc xc tin hn hp trong mi quan h gia cc chin luc
khc.
Sn phm hin ang giai on pht trin vi sc mua
ln nhu cu tng v vy cc chin lc trc y c th khng cn ph
hp. Mc tiu trong giai on ny ko di mc tng trng cng lu cng
tt. Mt s chin lc c bn:
- Chin lc sn phm:
Nng cao cht lng, b sung thm nhng tnh cht mi cho sn phm
v ci tin kiu dng.
B sung thm nhng sn phm mi v sn phm che sn.

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- Chin lc gi: Kim sot mc gi khng qu cao, c th h gi

khuyn khch vic mua hng.
- Chin lc knh phn phi: M rng phm vi phn phi v xy dng
cc knh phn phi mi.
- Chin lc xc tin hn hp: Tng cng cc hot ng qung co v
xc tin bn, y mnh tuyn truyn v xy dng bn hng trc tip hiu
qu hn.
t c mc tiu ra th phi phi hp cc chin lc trn mt
cch hiu qu. Cc cng c trong xc tin hn hp cng phi c s dng
ph hp vi cc mc tiu chung nhm h tr cho vic tiu th sn phm.
2.Cc cng c ca xc tin hn hp:
a. Quan h cng chng :
- i vi t chc s kin: Khi cc sn phm mi ra i
hay c s thay i mu m kiu dng th cng ty s t chc cc bui
gii thiu trin lm. Thng xuyn t chc cc s kin th thao hay chng
trnh thi trang do Honda ti tr nhng phi gn vi Airblade.
- i vi tin tc: Bo ch phi s dng l cng c truyn tin nhanh
chng. Nhng thng tin mi nht v sn phm phi c cp nht lin tc.
- i vi hot ng cng ch: Tip tc gn hnh nh ca
Airblade vi cc hot ng tuyn truyn an ton giao thng.
b. Qung co:
Chuyn t qung co truyn tin sang qung co to s a thch sn

TRNG H THNG MI

GV: NGUYN HONG GIANG

phm.
V thng ip qung co: Nn thay i hnh nh qung co. S dng
cc tng mu xe khc nhau trnh s trng lp gy nhm chn cho khch
hng. Cng ty c th s dng cc vn ng vin th thao, ngi mu ni
ting hay nhng ngi thnh t tr tui lm i din. Trang phc s dng
trong qung co phi thi trang, th hin c ci ti ca ngi s dng
nhng vn hi ha vi mu sc ca xe. Ni dung qung co cn nhn mnh
nhng im khc bit nh bnh xng c thit k nm ngang V cc
thng tin v bo hnh dch v i km.
C th la chn thay i phng tin truyn thng:
- Qung co nhiu trn cc knh truyn hnh cp.
- S dng qung co ngoi tri nhiu hn.
c. Khuyn mi:
V bo hnh l cng c quan trng nht nn c th thm mt s dch
v mi min ph.
Tng qu cho khch hng nhng vt c gi tr, loi qu tng a dng
hn. T chc cc tr chi trng thng nhm thu ht ngy cng nhiu khch
hng hn.
d. Bn hng trc tip:
Xy dng i ng bn hng ring cho dng xe Airblade ti cc ca
hng ln. V phi lun c nhn vin t vn, bo hnh tham gia h tr hot
ng bn hng.

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KT LUN
Trn y l nhng phn tch ca nhm em v nhng pht trin u,
nhc im ca chnh sch xc tin cho sn phm xe my Ariblade ca
Honda Vit Nam trong nm 2007. Nh nhng chnh sch xc tin hiu qu
m sn phm ny t c thnh cng v to c uy tn trong long
ngi tiu dng Vit Nam. Vi nhng phn tch, nh gi trn chng ta thy
c vic phi hp hiu qu nhng cng c l mt trong nhng iu kin
thc hin thnh cng mt chnh sch xc tin. Cng vi nhng chin lc
khc trong 6P, chnh sch xc tin c vai tr quan trng trong vic t c
mc tiu ca t chc v khng nh v tr khng th thiu trong Marketing
hin i.
Trong thi gian mt tun tm hiu v cc chnh sch xc tin thng
mi ti Doanh Nghip Honda Vit Nam v u cng nh nhc im, chng
em bc u lm quen vi cc hot ng Marketing tm hiu, c cc
phng php, chnh sch v mi trng ca Doanh Nghip c bit l chnh
sch xc tin. C th ni nhng thnh tu m Doanh Nghip Honda Vit
Nam t c ngy hm nay l phn khng nh ca cng tc Marketing.

TRNG H THNG MI

GV: NGUYN HONG GIANG

Tuy nhin c nhng bc pht trin mnh m hn i hi cng ty phi

tng cng cng tc qun l, t chc kp thi cc hot ng bo
hnh, bo dng xe, trnh nhng trng hp xy ra ng tic nh xe t bc
chy. Phi tm hiu r nguyn nhn cho ngi s dng sn phm c th
tin tng vo sn phm m mnh ang dng.
V thi gian lm bi tho lun c hn, hn ch v chuyn mn nn
ti ca nhm 10 khng th trnh khi nhng thiu st. Rt mong s gp
ca thy cng ton th cc bn.
Cui cng cc thnh vin nhm 10 xin chn thnh cm n thy
gio, tn tnh hng dn nhm chng em hon thnh ti ny.

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MC LC
Li m
u.1
I. XC TIN THNG MI..3
1. Khi nim xc tin thng mi....3
2. Cc chnh sch xc tin thng mi....4
A. Qung co:.....5
B. Marketing trc tip:..6
C. Khuyn mi....6
D. Quan h cng chng v tuyn truyn..7
E. Bn hng trc tip c nhn..8
II. XC TIN THNG MI TI CNG TY HONDA
VIT NAM CHO SN PHM AIR BLADE.8
1. Gii thiu v cng ty Honda Vit Nam.8
2. Gii thiu v sn phm ( Air Blade)..9
3. Khi qut cc nhn t mi trng th trng
kinh doanh xe Ari Blade.10

TRNG H THNG MI

GV: NGUYN HONG GIANG

4. Chnh sch xc tin thng mi ca Honda Vit Nam

cho sn phm Air Blade.12
4.1. i tng hng ti.12
4.2. Mc tiu ca XTTM.12
4.3. Chnh sch xc tin thng mi.12
4.4. u v nhc im ca xc tin thng mi i vi
sn phm xe my Airblade.16

III. XUT GII PHP NHM PHT HUY LI TH, U IM

V KHC PHC, GII QUYT NHNG TN TI, HN CH
TRONG CHNH SCH XC TIN THNG MI CA HONDA
CHO SN PHM AIR BLADE....19
1. Chin lc xc tin hn hp trong mi quan h
gia cc chin luc khc.19
2.Cc cng c ca xc tin hn hp..20
KT LUN..22

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