THNG MI IN T

E-Commerce
Ging vin: ThS. Tiu Phng Quznh
Khoa
: Qun Tr Kinh Doanh
Email
: tieuphuongquynh@gmail.com

Th.S Tiu Phng Qunh

MC TIU
Hiu cc khi nimTMT
Cc loi hnh TMT
Vn bo mt
E-marketing
Th.S Tiu Phng Qunh

NI DUNG HC PHN
Chng 1: Tng Quan V TMT
Chng 2: Internet

Chng 3: Emarketing
Chng 4: Ni Dung C Bn
TMT
Th.S Tiu Phng Qunh

Ti Liu
1. Gio trnh

Thng Mi in T, TS. Bi Vn Danh,

Trng i Hc Cng Nghip Tp. H Ch
Minh
Khi qut thng mi in t, Nguyn
Trung Ton, NXB Lao ng, 2007

2. Ti liu tham
kho

Thng mi in t, TS. Nguyn Ngc Hin,

NXB Lao ng,2001
Internet Economics Guide, Pearson
Education Australia,2001.

Th.S Tiu Phng Qunh

CHNG 1:
TNG QUAN V TMT

Th.S Tiu Phng Qunh

NI DUNG CHNG 1
Khi nim TMT
Lch s pht trin

Cc loi hnh
Li ch v hn ch
Nhn t v c s h tng
Th.S Tiu Phng Qunh

Website
TMT c
doanh thu ln
nht trn TG?

Th.S Tiu Phng Qunh

1.Khi Nim
1.1. Theo ngha hp:
a. Din n i thoi xuyn i Ty Dng:
cc giao dch thng mi v hng ha v dch
v c thc hin thng qua cc phng tin
in t
b. Cc thng k Hoa Kz: vic hon thnh bt kz
mt giao dch no, thng qua mt mng my
tnh lm trung gian, c bao gm vic chuyn
giao quyn s hu hay quyn s dng hng ha
v dch v
Th.S Tiu Phng Qunh

1.Khi Nim
1.1. Theo ngha hp:
Vy, im chung c
trng theo ngha hp
ca TMT l g?

Hot ng thng
mi i vi hng
ha v dch v

Phng
tin
in t
Th.S Tiu Phng Qunh

Internet

1.Khi Nim
1.2. Theo ngha rng:

TMT bao gm vic sn xut , qung co,

bn hng, phn phi sn phm v thanh
ton trn mng Internet, c giao trc
tip hay qua Internet

-Thc hin cc hot ng kinh doanh bao

gm marketing, bn hng, phn phi v
thanh ton
-C s h tng, cc thng ip, cc quy tc
v cc ng dng
Th.S Tiu Phng Qunh

10

1.Khi Nim
1.3. Kt lun:
TMT l ton b quy trnh v cc hot ng
kinh doanh s dng cc phng tin in t
v cng ngh x l thng tin s ha, lin
quan n cc t chc hay c nhn
TMT c bao
nhiu thnh
phn?

Th.S Tiu Phng Qunh

11

2. Quy trnh

Th.S Tiu Phng Qunh

12

3. E-business
E-business l g?

E-business l vic kinh doanh trc tuyn, thng p

dng cho 1 website kinh doanh trc tuyn giao tip
ni b v bn ngoi(vi cc i tc)thng qua Internet
Th.S Tiu Phng Qunh

13

3. Lch S Pht Trin E-commerce

Th.S Tiu Phng Qunh

14

3. Lch S Pht Trin E-commerce

Nm 1962: { tng mng my tnh xut hin
Nm 1967: B Quc Phng M trin khai th
nghim.
Nm 1970: hnh thc giao dch u tin ca Ecommerce l EFT
Thp nin 90: Word Wide Web ra i

Th.S Tiu Phng Qunh

15

3. Tnh hnh TMT trn Th gii

5
4.5
4
3.5
3
2.5
2

1.5
1
0.5
0

EU

Nht Bn

Ngun:E-commerce and Development

Report , 2002
Th.S Tiu Phng Qunh

Chu

16

3. Tnh hnh TMT Vit Nam

96% s doanh nghip cho rng TMT
gip tng mt knh bn hng.
46% s doanh nghip cho rng mnh ang
tham gia TMT.
76% cc doanh nghip quan tm n hnh
thc B2B, trong khi t t B2C l 57%.
33% doanh nghip la chn cng ngh
phc v vic tham gia TMT, 41% b
tr nhn s cho TMT.
Th.S Tiu Phng Qunh

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3. Tnh hnh TMT vo 2008

Th.S Tiu Phng Qunh

18

4. c trng ca TMT
Khng tip xc trc tip vi nhau v
khng cn bit nhau t trc
Th trng thng nht ton cu

C s tham gia t nht 3 ch th

Mng li thng tin chnh l th
trng
Th.S Tiu Phng Qunh

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5. Cc loi hnh TMT

Bao gm 3 loi chnh:

B2B B2C

C2C
Th.S Tiu Phng Qunh

20

5.1. Loi hnh B2B v B2C

B2B(Business To Business)
Hot ng mua bn gia 2 hay nhiu cty
Mc ch giao dch cho qu trnh sn xut v
kinh doanh

B2C(Business To Consumer)
Vic s dng cc cng ngh trn c s Web
bn hng ha ,dch v cho ngi tiu dng
cui cng(IBM)
y l loi hnh in hnh cho hnh thc bn l
sn phm
Th.S Tiu Phng Qunh
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5. 3. Loi hnh C2C ( Consumer To

Consumer)
u gi trn cng thng tin

H thng 2 u: Yahoo
Messenger, Skype, AOL, IRC
Qung co phn loi ti 1
cng thng tin(rao vt)
Th.S Tiu Phng Qunh

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5. 3. Loi hnh C2C

Th.S Tiu Phng Qunh

23

6. Li ch TMT

Doanh
nghip
X hi

Khch
hng

Th.S Tiu Phng Qunh

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6.1. Li ich i vi doanh nghip

Tit kim chi ph
Bn hng v h tr khch
hng
Th trng

Li th cnh tranh
Th.S Tiu Phng Qunh

25

6.2. Li ch i vi khch hng

Hiu bit
hn
Nhn c
gi r
Th.S Tiu Phng Qunh

Nhiu la
chn hn
Tham gia
u gi
26

6.3. Li ch i vi x hi
Gim tnh trng tch tr
u c
To thun li cho dch
v cng
Thit lp nn kinh t tri
thc
Th.S Tiu Phng Qunh

27

7. Hn ch ca TMT

Thng
mi
K thut

Chi ph u t cao
Hn ch php l
Vn ha tiu dng

H thng trong giai on

th nghim
H thng giao dch cha
an ton
Th.S Tiu Phng Qunh

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8. Nhn t hnh thnh TMT

1. p lc cnh tranh:
tn ti cc doanh nghip cn phi:
- Ct gim chi ph
- Ci tin sn phm
- H tr dch v khch hng
2. Cnh tranh trong qung co
3. Mng cng ng x hi

Th.S Tiu Phng Qunh

29

9. C s h tng pht trin TMT

H thng php l

o to ngun nhn lc

H tr t chnh ph
Th.S Tiu Phng Qunh

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CHNG 2:
INTERNET

Th.S Tiu Phng Qunh

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Ni Dung Chng 2
Internet

Lch s hnh thnh

Internet v cc vn php l

Internet v kinh doanh in t

Th.S Tiu Phng Qunh

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INTERNET l g?
ch vit tt ca
International Network
l mt h thng mng
ton cu gm cc mng
thng tin my tnh c
lin kt vi nhau thng
qua h thng vin
thng
s dng ngn ng
chung TCP/IP
Th.S Tiu Phng Qunh

33

Lch s hnh thnh

B Quc Phng M v 4 trng i
hc M to ra mng u tin
1969
lARPANet
Tch ra lm hai mng MILNET V
ARPANet
1983

1986

ARPANet c thay th bng NSFNet

Tiu Phng Qunh

34

Phn Loi

LAN

WAN

GAN

Local
Area
Network

Wide
Area
Network

Global
Area
Network

Th.S Tiu Phng Qunh

35

Bn s dng mng g
cho gia nh bn?

Th.S Tiu Phng Qunh

36

Hot ng v Cu To
hot ng tt Internet cn phi c:

TCP /IP

Router

Th.S Tiu Phng Qunh

37

ac ch IP
l mt b gm 4 s nguyn c ngn cch
vi nhau bng du chm , thng c gi l
Dotted Quad
V d: xxx.xxx.xxx.xxx = 125.86.114.97
Cc s ny c gi tr t 0 n 255.

Ch tn ti trn mng m mnh ng k kt

ni vi Internet
Th.S Tiu Phng Qunh

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a ch my ch YAHOO.COM
66.94.234.13

Th.S Tiu Phng Qunh

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Tn Min
s nhn dng v tr ca mt my tnh trn
mng Internet.
Thng c t nht 2 phn :
Service name v
Country hay Organization code

V d : http://www.google.com
Th.S Tiu Phng Qunh

40

TI SAO CN MT TN MIN
RING?
Tiu Phng Qunh

41

Bn s chn tn min t chc

no trong TMT cho cng ty ca
bn? Com, Net , org, Info, biz? V
sao?

Tiu Phng Qunh

42

Chng ta gi
y l g?

Tiu Phng Qunh

43

Website
tp hp cc trang web (web page) c lin
kt vi nhau xut pht t mt trang gc .
mi website c 1 a ch ring c gi l URL

cc website hot ng trn 1 trnh duyt

web(web browser).

VD: http://www.ebay.com.au/buy/index.html
Vy, Website c ging
webpage khng?
Th.S Tiu Phng Qunh

44

Trnh duyt Web

l mt chng trnh phn mm c dng nh v v
quan st thng tin trn web.

Th.S Tiu Phng Qunh

45

Cc dch v Internet

World Wide Web

Email
Phng thc truyn file
Th.S Tiu Phng Qunh

46

Cc dch v Internet

Telchat
Chat
Gopher
Newgroup
Th.S Tiu Phng Qunh

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Cc Loi Hnh Tn Cng T Internet

Spam ( Th rc)

Malware
Phishing
Hackers
Th.S Tiu Phng Qunh

48

Spam ( Th rc)

Tc hi ca Spam?
Th.S Tiu Phng Qunh

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Malware
Virus
Worm
Trojan
Th.S Tiu Phng Qunh

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Phishing

Th.S Tiu Phng Qunh

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Hackers

Th.S Tiu Phng Qunh

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Cc Bin Php
1.
2.
3.
4.
5.
6.
7.

Ci t phn mm duyt virus

Xa cc spam
Ch k in t
Bc tng la
Xc nhn
Khng nn ch Remember password
Nu mua hng qua mng cn kim tra cc
khon chi tiu hng thng
Th.S Tiu Phng Qunh

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Ch k in t
Ch k in t c
kh nng xc nhn
ngi nhn k
thng ip d liu
v xc nhn s
chp thun

Tiu Phng Qunh

54

Bn Quyn v S Hu Tr Tu
1. Bn quyn : l quyn tc gi , tc l quyn
ca tc gi i vi sn phm h sng to ra.
Sn phm c th l vn hc, nhc, nhip
nh,.
2. SHTT: quyn c php lut tha nhn v
bo h i vi cc thnh qu lao ng sng
to tr tu dnh cho ngi u t to ra
thnh qu .
Th.S Tiu Phng Qunh

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X l ti phm mng: 2 ngi

Malaysia s dng th Visa gi

Tiu Phng Qunh

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Internet v Kinh Doanh in T

Mt s loi website trong hot ng kinh doanh:
Website xc tin: cc website th h th 1, c
kt cu, hnh nh, ni dung n gin.
Website dch v: cc website ny thng dng
cc chi tit iu khin n gin.

Website thng mi in t: c nhiu tng

tc, truy cp nhanh, thanh ton qua th tn dng.
Th.S Tiu Phng Qunh

57

Cc ng Dng
Trung gian
T vn qua mng

E-banking
u gi
Th.S Tiu Phng Qunh

58

CHNG 3:
E-MARKETING

Th.S Tiu Phng Qunh

59

Ni Dung Chng 3
Khi nim Emarketing

K nng Emarketing

Cc loi hnh
E-marketing
Th.S Tiu Phng Qunh

60

1. E-marketing

l g?
Marketing l mt qu trnh qun l mang tnh x hi, nh

m cc c nhn v tp th c c nhng g h cn v mong

mun thng qua vic to ra, cho bn v trao i nhng sn
phm c gi tr vi nhng ngi khc( Philip Kotler)

Vy, E-marketing l cc hot

ng cho sn phm v dch v
thng qua Internet tip cn
n khch hng
Th.S Tiu Phng Qunh

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2.K nng ca
E-marketing.
K nng qun l thng tin
Hiu bit v cng ngh thng tin
Vn tri thc

Kh nng x l thng tin

Th.S Tiu Phng Qunh

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2.1. K nng qun l thng tin

Thng tin v khch hng trong th gii in t
v cng phong ph, d tm kim vi chi ph
khng ng k.
Nh qun l{ E-marketing cn phi c k nng
chn lc thng tin rt ra nhng thng tin hu
ch cho cng vic kinh doanh
Th.S Tiu Phng Qunh

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2.2. Hiu bit v cng ngh

thng tin
Hiu bit v cch thc tm thng tin hiu qu
v nhanh nht.
Thnh tho cc k nng xy dng gii php
tip cn v x l{ n hng thanh ton.
Kh nng nm bt nhu cu khch hng v qu
trnh mua bn
Th.S Tiu Phng Qunh

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2.3. Vn tri thc

Yu cu c kin thc chuyn mn cao v lnh

vc kinh doanh
Lun sng to trong cng vic.
Kh nng nhn thc khi qut qu trnh vn
ng ca x hi

Th.S Tiu Phng Qunh

65

2.4. K nng x l thng tin nhanh

Tc x l{ thng tin cc kz nhanh.
Tr li v tip nhn n t hng trong vng
30 giy.
X l{ thng v a ra quyt nh kp thi

Th.S Tiu Phng Qunh

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3. Cc loi hnh
E-marketing
SEO

Blog

Email

Viral

Affiliate
marketing
Th.S Tiu Phng Qunh

67

3.1. SEO( Search Engine Optimization)

SEO l cng c

tm kim ti u
ha, bng cch
thng qua cc
cng c tm kim
a website
ca bn Top
u( nhng trang
u tin)
Th.S Tiu Phng Qunh

68

3.2. Email

Th.S Tiu Phng Qunh

69

3.2. Email
E-mail ngy nay tr thnh cng c tin ch
cho doanh nghip gi nhng vn bn
khng chnh thc nh: bo co, bng ghi nh,
thng bo, hi mua, cho hng,..
Email marketing c nhiu u im nh chi
ph thp, nhanh, chnh xc,

Th.S Tiu Phng Qunh

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3.3. Affiliate marketing

(Lin kt marketing)
Affiliate marketing: gi l lin

kt marketing , ngha l bn
gii thiu sn hay dch v
ca nh cung cp n khch
hng tim nng, v khi khch
hng b tin ra mua sn

phm hay dch v th bn

c nhn tin hoa hng
Th.S Tiu Phng Qunh

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3.4. Viral marketing

Viral marketing ( lan
truyn marketing):
vic lan truyn cc
ni dung ( text, hnh
nh , video,) c kch
bn c li cho doanh
nghip da trn nn
tng ca Internet
Th.S Tiu Phng Qunh

72

3.5. Blog
Blog l hnh thc tip th, qung
co, xut bn ni dung online cho
thng hiu , sn phm , s kin
thng qua blog.
Blog thng c nhn bit
di dng : bi vit PR, bi vit
nh gi hay ph bnh, qung co
bng textlink hoc banners

Th.S Tiu Phng Qunh

73

CHNG 4:
NI DUNG HOT NG CA
TMT

Th.S Tiu Phng Qunh

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Ni Dung Chng 4
Lp K Hoch
Duy Tr

Khch hng
T chc
Th.S Tiu Phng Qunh

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1. Lp K Hoch
Lp k hoch cho 1 website TMT bao gm 2
phn chnh:
1. Cng ngh:
La chn phn mm qun l
Lc chn phng thc thanh ton
La chn gii php cng ngh

2. Thng mi:
Xc nh phn khc th trng
La chn khch hng v sn phm
M rng th trng
Th.S Tiu Phng Qunh

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La chn sn phm
Theo nghin cu ca Forester(1998) hng ha
c chia thnh 3 loi:
Hng ha tin dng: sch, CD m nhc, my tnh,
in t,...
Hng ha b sung: hng tp ha hay c nhn .
Hng ha thng tin: v my bay, oto, tour du lich,
t vn,....
Vy hng ha no c
kinh doanh trn mng?
Th.S Tiu Phng Qunh

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2. Duy tr
Duy tr hnh thc:
Tng cng sc mnh thng hiu nh c logo,
slogan trn website.
Thit k v b tri thng tin hp l{ .
T nhanh.

Duy tr ni dung:
Lun cp nht thng tin mi
Bo mt an ton
Xy dng h thng PR
Th.S Tiu Phng Qunh

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Xy dng c s khch hng

Mi quan h vi khch hng ng mt vai tr
quan trng , vy chm sc khch hng cn :
Theo di khch hng thng qua cng c Site
tracking tool.
t cu hi kho st
Tm hiu sn phm quan tm nhiu nht.
Qung b cho website

Th.S Tiu Phng Qunh

79

3. T chc
nh ngha:
T chc giao dch rt quan trng v n th hin
cht lng dch v v hot ng t chc ca
doanh nghip
Bao gm :
t chc bn hng
thanh ton
h tr khch hng v dch v sn phm.
Th.S Tiu Phng Qunh

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T chc bn hng

Sp xp
cc mt
hng

Phn mm
qun l
n t
hng

Th.S Tiu Phng Qunh

Vn
chuyn
hng ha

81

Thanh ton

Tin
mt

Th tn
dng

Chuyn
khon
ngn
hng

Th.S Tiu Phng Qunh

Tr
gp

82

T chc bn hng

Sp xp
cc mt
hng

Phn mm
qun l
n t
hng

Th.S Tiu Phng Qunh

Vn
chuyn
hng ha

83

H tr khch hng v dch v

sn phm

Dch v
hu
mi

Hon
tr

Chnh
sch
vn
chuyn

Th.S Tiu Phng Qunh

Tr li
thc
mc

84

4. Nhng phng php PR mi

Blog : dng ch mt tp san nht c nhn trc
tuyn. N c th gip doanh nghip chuyn ti
thng ip ca cng ty n vi khch hng gn gi
hn v tc lan truyn nhanh hn.
Video trc tuyn: video trc tuyn ngy nay pht
trin rt nhanh bi v tnh cht hp dn v t tn
km hn cc phng tin truyn thng khc.
Mng cng ng: ni y c th chia s thng tin
v ni kt cc c nhn vi nhau.
Th.S Tiu Phng Qunh

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