Tran Kim Yin vo Dtg Tgp chi KHOA HQC & CONG NGH$ 133(03)/l:3-9
DE XUAT CHlfeN LU'OC MARKETING FESTIVAL TRA THAI NGUYEN
Tran Kim V l n " , Nguyin Thj Tam Tru&ng Dgi hpc Hai Phong TOM TAT
Festival Tra Thdi Nguyen Id dip de cdc co quan quan ly Nha nude vl du Ijch, cdc doanh nghiep gidi thieu, qudng bd cho hinh dnh, thuang hieu ciia tra Thdi Nguyen tdi ban be frong nude va quoc tl, ding thdi thiic ddy sy phat friln ciia thuang mai va du Hch Thdi Nguyen. Tuy nhien, do hinh thdnh vd phdt friln chua Idu nen Festival frd Thdi Nguyen vdn con rdt nhilu nhiing khilm khuyll va ban chg frong c6ng tdc truyen thong, qudng bd, xdy dung cac chiln lupc Marketing de gidi thieu hinh dnh, thiic day phdt friln du Ijch va thuong mai ciia Festival noi rieng vd Thdi Nguygn noi chung.
TCr khda: Festrval trd, chiin luge, marketing, Thdi Nguyin DAT VAN DE
Thai Nguyen la mdnh dat cd dac frung rieng bipt vdi nhiing doi che xanh tuoi ngiit ngdn. Id viing sdn xuat che tdn nhdt Viet Nam, nhiing san phdm che Thai Nguygn da xdy dyng dugc thuang hieu ciia rigng minh, vi dy che Tdn Cuang; che Hoang Binh... Chinh bdi dilu dd, Festival Trd Thai Nguyen dd trd thdnh mpt digm dgn du lich khd hdp ddn, thu hut dupc sy quan tam, chii y ciia dong dao du khach. Bgn canh dd, festival cung la djp dl gidi thipu, qudng ba cho binh anh, thuong hieu cua che Thdi Nguyen tdi ban be trong nude vd quoc te.
Tuy nhien, do hinb thdnh vd phat friln chua Idu, tir 2011 din 2013 ngn Festival frd Thai Nguygu vdn cdn rat nhilu hgn chl frong cdng tac fruyin thdng, qudng bd, xay dung cdc chiln lupc Marketing. Xudt phat tir thue tign va tinh cap bach eiia van de, tac gia da chpn dl tai: "Xdy d\mg chiin luac Marketing cho Festival trd Thdi Nguyin " dg nghien cuu.
M O T S O V A N D E V E CHIEN LU"QC MARKETING
Khai niem chien l u ^ Marketing Theo Phillip Kotler: "Chiin luge Marketing Id mgt he thdng ludn diem logic, hgp ly ldm cdn cu chi dgo mgl dan vi td chicc tinh todn cdch gidi quyit nhihig nhiim vu marketing cua minh. Nd bao gdm nhirng chiin luge cu
thi doi vai cdc thi trudng muc tieu. ddi vdi cdc phuc he marketing vd miir chi phi\ cho marketing."[3]
Nhu vgy, chien lupc marketing tdp frung giai quyet cdc van de chinh ygu:
- Lua ehpn thj trudng muc tieu, xac dinh thj trudng tigm nang,
- Dg ra cdc chinh sach marketing thich hgp vdi vg sdn phdm, kgnh phan phoi hay xiic tign quang bd...
Khai niem chien luge marketing du lich Ngodi chien tugc marketing ca bdn 4P truyen thdng gdm cdc ygu td sdn pham (Product), gid (Price), kgnh phdn pbdi (Placement) vd xiic tiln qudng bd (Promotion) thi chiln tugc marketing trong du tjch cdn cd thgm 3C la khach hang (Customers), ban than td chtic kinh doanh du tich (Company itself) va ddi thii canh franh (Competitors).
Customers: Khd ndng dap ting cac nhu cau, mong mudn cua khach hdng chinh la thudc do cbo sy thdnh cdng ciia td chirc kinh doanh.
Company itself: Mdt td chirc, doanh nghiep can xdc djnh ro dugc cac digm manh, digm yeu cua chinh to chtic minh, dg tii do xay dung dugc cac chign tugc nham phat trien cac dilm manh vd kbdc phyc digm ylu.
Competiors: Dk xay dung mpt chiln tugc marketing bgp Iy* vd hieu qua, cdn xdc djnh vd tim hieu rd ve ddi thu cgnh tranh trgn thj trudng.
Tran Kim Ygn va Dig Tap chi KHOA HQC & CONG NGHE l33(03)/l:3-9 HOAT DQNG MARKETING FESTIVAL
T R A T H A I NGUYEN Gidi thieu festival Tra Thai gian td chuc
Lign hoan Trd quoc te Thai Nguyen lan dau dugc td chiic frong 5 ngay tir ngay 11 dgn ngdy 15 thdng 11 nam 2011. Su kien ndy la CO hpi dg gidi thieu, qudng ba vdi bgn be qude tg vg cac sdn pham che Viet Nam ndi chung vd san pbam che Thdi Nguygn ndi rigng, cung nbu giao luu, trao ddi, hpc hdi nhiing kinh nghiem vg cay che vd sdn phdm frd giira cac td chuc, doanh nghiep.
Tiep ndi thdnh cdng tir Festival Tra lan tbii:
nhat ndm 2011, Lien hoan Tra Thdi Nguyen tan thii- hai da dupc td chiic vao nam 2013, tir ngdy 9 dgn ngay 11 thdng 11 nham gidi thieu, quang bd sau rdng han niia thuong hieu trd Thdi Nguyen, tdn vinh cdc san phdm ciing vdn hda trd dgc trung, khdng djnh ban nG-a danh hieu "De nhdt danh tra" ddi vdi du khach trong nude va qude te. Bgn canh dd, festival cung tgo ca hgi de xuc tien thuong mai, ndng cao hogt ddng san xudt kinh doanh ciia ngdnh che, tang cudng cac mdi lign doanh, lien ket, hgp tac dau tu trgn mpi ITnh vue, dgc biet Id phat frien cdy che, san xuat che bign vd tigu thu san phdm tra vdi cdc tinh thanh khac, md rdng gidi thipu sdn phdm ra khu vyc vd frgn thj trudng quoc tg.
Cdc hogt dgng chinh cua^Festival Trong khudn khd festival dien ra cdc boat ddng chinh nhu: Ld khai mac, ll hpi Van hda Trd, camaval Trd Thai Nguygn, hdi thdo vl thuang hieu Trd vd xiie tien ddu tu phat friln ngdnh che, xiic tiln du Ijch, cupc tbi Ngudi dpp xti Tra, ban phao hoa chao miing... Trong dd Lg hdi van hda Trd ta^ hogt ddng chinh ciia festival vdi sy tham gia cua mdt sd dodn qude te, cac tinh cd thi mgnh vl cdy che, cdc doanh nghiep, cac tdng nghe va cdc nghe nhdn tigu bieu...
Ngodi ra cdn cd hdng loat cdc boat ddng hudng iing khac nhu; Chuang frinh bilu dien
nghe thudt va le hpi vdi su tham gia ctia cac doan nghe nhan, nghe thuat trong nude vd qude tl, triln lam anh gidi thieu ve ddt nude, con ngudi va frd Thdi Nguyen ndi rieng vd Viet Nam ndi chung, td chirc khu Chp qug de trung bay cdc sdn phdm tra va cdc sdn vgt dgc trung ciia cdc tpc ngudi,...
Kit qud dgt duac
Festival Tra quoc t l lfin thti nhat, thfr hai dgu da dupe td chuc thdnh cdng tdt dep, dting vdi ndi dung kich ban dg ra va ddm bdo dugc an toan tuyet ddi, de Igi dn tugng sau sdc frong tdng ngudi ddn, du khach va ban be qude tl.
Ddc biet, tgi festival tan thd nhat da vinh du ghi dugc 2 ky lyc Viet Nam mdi: Bd am trd idn nhdt Viet Nam, chuang trinh nghe thuat pha tra, thudng frd cd sd lugng ngudi tham gia ddng nhdt; cdn tai festival Idn tbii hai da cdng nhgn them 1 ky luc Viet Nam cho Tra Thdi Nguyen la thucmg hieu Trd danh tiing dupc nhieu ngudi Viet Nam biet dgn nhat va san pham Trd Thdi Nguygn thupc top cac ddc sdn qua tang cd gid trj ciia chau A.
Danh gia boat dong festival tra qua cong thtrc SWOT
Bdng 01. Phdn tich SWOT vi hogt dpng cua Festival Trd Thdi Nguyen Strengths (Dilm manh)
- SI: Festival Trd Id su kifn vdn hoa, du lich vd thucmg mai vl sdn phdm che ldn nhdt Vigt Nam.
- S2: Festival Trd la su kien quoc tl ndi bat, thu hiit nhieu cdc quoc gia khac tham gia tnmg bdy sdn pham va xuc tiln thuong mgi.
Weakenese (Diem ylu) ' - Wl: Co sd vat chdt ky thudt phuc vu cho festival con io sdi, don gian, tinh thdm my chua cao.
- W2: Muc ddu tu khd ldn nhung hieu qua kinh tl mang lgi tu festival chua cao.
- W3: Cac chiln luac marketing, qudng bd cho festival c6n hgn chl va chua thu hiit dupc nhigu su quan tdm cua du ludn.
-W4: Chat lupng nguon nhdn luc c6n thieu va ylu, chuyen mon hda chua cao.
Trdn Kim Yin vd Dtg Tgp chi KHOA HOC & CONG NGHE l33(03)/l:3-9 Opportunities (Cu hpi)
- 01: Nhu cdu sir dyng che vd cdc sdn phdm tir chg ngay cdng gia t3ng.
- 02: Tren thi gidi cung c6 rdt nhilu cdc festival trd dupc to chuc, tao digu kign cho che Thdi Nguyen dupc tham gia, quang bd vd xiic tiln, tigu thu san pham.
- 03: Festival Tra ngi rieng va ngdnh sdn xult chg n6i chung da vd dang nhdn dupc sy quan tdm, chi dao sdt sao.
- 04: Sdn phdm che Thai Nguyen d3 xdy dyng dupc thuang hieu is ca trong nude vd quoc tl.
- 05: Tdi nguyen du Ijch ciia tinh Thdi Nguygn vit da dgng, cd thi kit hop vdi festival dl xay dyng chucmg trinh du Ijch hdp dSn, thu hiit du khdch.
- 06: Festival cd dupc su quan tdm va dau tu ciia nha nude, cdc doanh nghi?p trong nude vd quIc tl.
Threats (Thach thiixi)
- Tl: Suy thoai kinh te khiln miirc ddu tu ciia ca nha nude vd cdc nbd dau tu khde deu sut gidm.
- T2: Su cgnh franh khdng ldnh mgnh giSa cdc san pham che frong nude vd quoc tg.
- T3: Cdc thdng tin thdt thift, mot sd doanh nghiep kinh doanh khong dting vdi dgo diic nghg nghiep, gay anh hudng tdi danh tieng ciia san phdm v^ tgo tam ly lo ngai cho kbdcb hdng.
- T4: Cdc sdn phdm fra vd cdc festival trd trgn thi gidi ngdy cdng nhigu.
- T5: Ngudi nong ddn frdng che kh6ng duac hudng nhilu lpi ich tir festival tao tdm ly khgng tich cyc.
Trong khudn khd ciia bai vigt, cde tac gia chi phdn tich mpt sd yeu td cd dnh hudng ldn tdi hogt ddng ciia Festival Tra Thai Nguyen.
Diim mgnh
- Festival Trd la su kiin vdn hda, du lich va thucmg mgi vi sdn phdm che Jdn nhdt Viit Nam. Ngodi mdt sd sy kien nhd le ciia cdc tinh thanh, cac dja phuong gidi thifu vl cac san pbdm tra, van hda tra nhu Lg hdi van hda Tra ciia tinh Lam Ddng, Lg hdi Trd Dgi Tir ciia ttnh Thai Nguygn... thi Viet Nam chua cd mpt hogt dpng ndo mang tdm qude tl de qudng bd, gidi thieu rpng rai ve cac san pham tra eiia minh.
Festival Trd qude te Thai Nguygn Idn dau tien dupc td chirc nam 2011 Id sy kien van hda, du Ijch va thucmg mai ddu tign va cung la ldn
nhdt Viet Nam nhdm myc di'ch nbdm quang ba hinh anh ddt nude, con ngudi va sdn phim Tra Viet Nam ndi chung va san phdm Trd Thai Nguyen ndi rigng.
Bang 02. Quy mo Id chirc festival Trd 2011 vd 2013 Kinh phi
S6 tinh/ thanh tham gia Sd nude tham gia Sd lupng cac boat dpng
2011 14 ty'ddng
38 doan 5 dodn 18 hogt dpng
2013 i 1 ty dong
34 dodn 10 dodn 16 hoat dong (Ngudn: Sa du lich tinh Thai Nguyin) Qua hai ky festival da tgo dupc tieng vang nhat djnh fren tbi fruong khu vyc va quoc tg, gdp pban quang bd, truyen truygn va tdn vinh gia trj ctia cay che va cac sdn pham tra Viet Nam cung nhu khdng dinh thuang hieu Trd Thai Nguyen.
Diem yiu
- Cdc chiin luge marketing, tuyen truyin, qudng bd ve festival cdn hgn chi vd chua thu hitt dirge nhiiu su quan tdm ciia du ludn. Cac chien tugc marketing, cdc hinh thtic qudng bd, gidi thieu ve festival Tra ctia tinh Thai Nguygn cdn kha ban chg quy md va phgm vi nhd hep, tap trung chii ygu trong tinh va mdt so vimg ldn can, hinb thuc quang ba cdn don dieu, chua cd sue bap dan. Vdi pbuong thuc quang cdo fren cdc phuang tien thdng tin dai chiing chil ygu la bao chi Thai Nguyen, ddi truyin hinh tinh, cdng thdng tin dien tu cua tinh md khdng phai tren truyen hinh frung uang hay cac trang bdo uy tin ciia cd nude nen do phti sdng khdng cao khien cho vdn cd rat nhigu ngudi khdng biet tdi festival nay.
Ngodi ra, cdc tap sdch anh hay dac san Trd Viet ciing chi dupc phat hanh trong thdi gian ngdn khi dien ra festival va chu yeu trong phgm vi tinh Thai Nguyen nen hieu qua tuyen truyen, qudng bd cung chua cao, Cac hdi nghi, hdi thao hay cac budi hpp bao gidi thieu ve festival ciing chi dugc td chtic vdi quy md nhd, kha don gidn va sa sai khien hipu iing tuyen truygn, qudng ba cho festival tdi ngudi ddn trong nude vd cd ban be qude tg da khdng dugc nhu mong dgi.
Trdn Kim Ygn va Dig Tap chi KHOA HQC & CONG NGHE 133(03)/]: 3 - 9 Co hdi
- Sdn phdm che Thdi Nguyin dd xdy dimg dirge thuang hiiu d cd trong nirdc vd qude ti.
0 Viet Nam, ndi dgn che ngon ngudi ta nghT ngay din Thai Nguyen vdi thuang hieu "che Thai" da trd nen quen thudc vdi ngudi ddn.
San pham che Thdi Nguygn da duge ngudi tieu dimg trong cd nude vd qude tg bigt den vdi cac sdn pham trd xanh dac sdn, frd xanh caocdp udp huong ddng gdi, ddng hop va trd den, Sdn phdm tra cua Thdi Nguygn dd cd mat d trgn thj trudng 50 tinh, thdnh phd trgn ca nude vd cung da chinh phuc dupc mot so thi trudng khd tinh nhu Trung Qude, Pakistan, Ddi Loan, Nga, An Dp, Nhat Bdn, My, Sritanca...
Nhu cdu sie dicing che vd cdc sdn phdm tie che ciia Viet Nam, cdc nude frong khu viec vd trin the gidi ngdy cdng gia ldng. Theo thdng kg ciia mpt sd nha nghien ciiu, tra td thtic udng dupc tigu thu nhieu thu hai thg gidi chi sau nude. CJ Trung Qude, tra khdng chi dupc coi la thtic uong hang ngay gidng nhu nude ma cdn Id mpt vj thudc trj benh, bd sung siic khde va keo ddi tudi thp. Tai Nhat Ban, tra khdng chi cdn td thuc udng binb thudng ma vdn hda dm trd da dugc ndng Ign thdnh mpt nen nghe thugt, mpt ngn van hda dgc trung ciia ddt nude ndy: Tra dgo. Bgn canb dd, ngu nhu cd the gidi trung binh udng 500 trieu taeh trd mdi ngdy thi nude Anh da diing dgn 1/4 sd dd.
Cdn tgi Viet Nam, trd ciing da trd thanh mpt thir thuc udng binh dj, quen thupc ddi vdi tat cd mpi ngudi dan d mgi lua tudi, mpi giai cdp. Viet Nam, cd thg ndi tra co mat trong moi boat dpng ctia xa hdi, tir trong gia dinh tdi cac hdng qudn via he va ca nhirng nha hang, khdch san sang frpng, Tir cdc dip lg hdi, cudi hdi, sinh nhdt, ma chay, ciing gid...deu CO sy xuat hien ciia tra.
Thdeh thirc
- Cdc sdn phdm trd vd cdc festival trd tren thi giai ngdy cdng xudt hiin nhiiu, tgo su cgnh tranh mgnh me v&i sdn phdm trd Thdi Nguyen. Trgn thg gidi cd rat nhieu qude gia
ndi tiing ve che, cac san pham tra va tham ehi la cd van hda thudng tra, cd the ke dgn nhu Nhat Ban, Trung Qude, An DO, Anh, Nga...
Trung Quoc dugc col la que hucmg eua cay ehe, cac sdn pbdm frd ciia Trung Qude da c6 mat tai rdt nhilu qude gia fren khap thg gidi, dac bift dugc ua chudng d My, Anh, Phdp, cac nude ehdu Au va cd Viet Nam. Mdt sl logi trd tieu bilu dugc bilt din nhieu nhdt ciia Trung Qude nhu: Tra Long Tinh, Trd thiet Quan Am, Phd NhT, Dgi Hong Bdo...Trong do tra Dai Hdng Bao dugc coi Id bao vgt qu6c gia ctia Trung Qude vdi gia khodng 1,25 frifu USD/kg.
Mdt ddt nude chau A nfra; Nhat Ban cung dugc bilt din la "qude gia tra dao" vdi nen vdn hda thudng tra ciia ngudi Nhgt da dupc nang len thanh mot friet ly, mdt mdn nghe thuat ndi tiing tren khdp the gidi. Ve cdc san phdm trd ctia Nhat Bdn, rieng tra xanh ciing da dupc chia ra lam rat nhigu logi vdi chat tupng va huong vi khac nhau, tao dupc sy da dang, phong phti trong tya chgn cho ngudi sir dung. Ngoai ra ngudi Nhgt cdn sang tao ra nhu'ng mdn an, nhiing loai dd udng cd sii dung trd lam nguyen lieu, tao ngn sy dpc ddo rigng biet va sire hap ddn ddi vdi ca khdch hdng trong nude vd qude te.
Bgn canh dd trgn thg gidi ngay cang xudt hien nhieu cdc sy kifn, cac festival mang tam ca qude tl vl sdn phdm frd vd van hda trd. Cd thg kg tdi mdt sd festival tieu bilu ndi bat nhu Festival Tra qude te cda Nhgt Ban dupc td chuc ba nam mdt ldn hay Festivet Tra xanh Boseong duge td chirc dinh ky mdi ndm mpt Idn vao thang 5 tai Boseong, nai ndi tieng vdi cdc ddi che va cac sdn pham trd hao hang ciia ddt nude Hdn Qude. Hogc tai dit nude nii tigng ua chupng cdc sdn pham tra Id nude Anh cung td chirc festival Tra va Ca phg hai ndm mpt tan vao miia thu d thu dd Ludn Don.
Ngoai ra chting ta cdn cd thg tim hilu vl tra thdng qua festival Tra ciia Diic, Festival Tra Vancouver, Festival Tra Toronto eiia Canada hay Festival Tra quoc tg Los Angeles... Chi
Trdn Kim Ygn vd Dtg Tgp chi KHOA HOC & CONG NGHE 133(03)/l:3-v tinh rigng frong nam 2014, theo thdng kg thi
tren thi gidi cd khoang 12 sy kifn, Ig hpi vl tra dupc td chuc [6]
Chat lugng ngudn nhdn luc cdn thieu vd yiu, tinh chuyen mdn hda chua cao, nhihtg chuang trinh ddo tgo ngdn hgn theo miia vu khdng mang lgi hiiu qud cao. Qua dilu fra thuc t l thi tyc lugng lao ddng d cac dan vj kinh doanh du lich chi cd 20% dgt trinh dp dai hpc, cdn 1^ la frinh dp trung cap, sa cdp nghiep vu vd lao dpng khdng ehuyen theo mua vu vdi ehuygn mdn nghiep vy ylu, thiiu tinh chuygn nghifp, ddc biet la kha ndng ngoai ngii rat han che, ngn cd the ndi td chit tupng nguon nhan luc phyc vy du lich ciia tinb Thdi Nguygn cdn kha ygu vd thigu. Hifn nay tinh cung da cd 3 frudng dao tgo ve du Ijch Id: Dai hpc Khoa hpe - DH Thai Nguyen, Cao dang Thuang mai va Du tjch va trudng Cao dang Van hda Nghe thugt Vift Bac, tuy nhien do mdi thdnh lgp them khoa Du lich vd di vao hogt dpng chua lau nen chua the ddp irng dupc nhu cdu vl ngudn nhdn lyc cbo tinh Thai Nguygn.
Ben cgnh dd, frong thdi gian chudn bj vd td chirc festival Trd Thdi Nguyen, ban td chiic sir dung chii ygu Id lyc lugng lao ddng tgi cho, ehinh Id nhiing hp ndng dan trdng che - ngudn lao dgng khdng chuyen theo mua vu.
Trong thdi gian chudn bi cho festival, ngudi ndng dan da dugc ddo tgo cdc khda ngdn hgn ve nghiep vy du Ijch, cdch tigp ddn vd phyc vy khdch du tjch, each thtic marketing, qudng ba cho festival ndi rieng va cac sdn phdm trd ndi chung. Tuy ddy la mdt ngudn lao ddng khd ddi dao vd cd thi sir dung tai ehd, phuc v\j cho logi hinh du Ijch cpng ddng, du Ijch homestay, nhung vdi nhiing chuang frinh dgo tgo ngdn han mang tinh thdi vy khign cho hifu qud mang Igi khdng cao, chdt tupng phuc vy du Ijch khdng ddng deu d cdc dja phuang, khu vyc va gay ra sy tdn kem, lang phi cho kinh phi ciia tinh vd nha nude khi mdi su kien, mdi ky festival lgi phdi td chiic dao tao lai.
Cdc thdng tin thdt thiit, mgt sd doanh nghiep kinh doanh khong dung vai dao dice nghi
nghiip, gdy dnh hu&ng t&i danh tiing cita sdn phdm vd tgo tdm ly lo nggi cho khdch hdng.
Khoang giira nam 2011, tren cdc frang bao, tap ehi, bao difn tti ddng loat dua thdng tin vl viec phat bien d Yen Bai, Thai Nguygn, Tuygn Quang vd mot sd tinh san xudt che d khu vyc phia Bdc, ngudi ddn da da trpn tan phan tan, bitn, bpt dat hay xi mdng khi chl bien che va sau do dem phai d fren sdn, fren dudng quoc to...
Tuy Bd Ndng nghiep va Phat frign Ndng thdn.
Cue Che bign, Thuong mai ndng ldm thiiy sdn da dupc xdc dinh Id thdng tin khdng chinh xac nhung nhirng thdng tin nay cung da ldm ddy len sy hoang mang va phin no trong tdng ngudi tigu diing, lam giam siit ldng tin vdo cdc san pham ehg trong nude vd dnh hudng tdi uy tin ciia cac thuang hieu frd noi tieng nhu Ygn Bai, Thai Nguyen,,. Bgn canh do, nhiing thdng tin nay dugc dua ra ngay trudc thdi gian dien ra Festival Tra qude tg Thai Nguyen tan thu nhat da cd nhimg dnh hudng tieu eye rdt tdn tdi cde boat ddng va hieu qua cua festival: Ldm gidm siit uy tin cua cac sdn phdm tra, gay can trd cho hoat ddng quang bd, gidi thifu va tdn vinh thuang hieu "trd Thdi", ldm gidm hieu qua xiic tien thuang mai, thu but ddu tu, lign doanh tign kgt, dnh hudng tdi sd lugng khdch du lich vd cac doan quoc te ddng ky tham gia festival cung giam tii' 8 doan xudng 5 dodn.
Nam 2013, du tudn timg xdn xao vg thdng tin mpt sd CO sd chg bign tra da tai chg ba trd phe thai ciia cac doanb nghiep san xuat nude giai khdt trd xanh ddng chai. Ba tra da qua su dung ciia cac doanb nghiep sdn xudt trd xanh ddng ehai dang le phdi dem tigu hiiy hoac ldm phdn bdn thi lgi dupe bdn lai cho cac co sd che biln vdi gid 200 - 300 VND/ kg. Sau do, ba tra tai cac co sd nay dugc phai, say khd, phan toai rdi udp huang dk bdn ra thi trudng vdi gia 10.000 VND/ kg. Dieu nay da gay anh hudng khdng he nhd tdi uy tin vd danh tieng ciia eae thuong hifu tra Viet Nam, lam mit Idng tin ctia khaeh hang, tgo tam ly to nggi, khign sdn lugng tieu thy cdc san phdm trd
Tran Kim Yen vd Dtg Tgp chi KHOA HQC & CONG NGHE 133(03)/l:3-y frong nude vd trd xuat khiu deu gidm trong
nam 2013.
CHIEN LUOC MARKETING FESTIVAL TRA T H A I NGUYEN
Chien lupc marketing san pham Chiin luge marketing vi chdt lugng sdn phdm De sdn xudt "che sach", cac hp din frdng che can dugc hudng ddn ky thuat san xuat cbe tir khau chdm sdc din thu bdi, bdo qudn vd chl bien sdn phdm mdt each khoa hpc theo dting quy chudn de ra. Ddng thdi, cac hp phdi tudn thii, ddp ung cdc yeu cdu nhu: Thudng xuyen cap nhdt sd sach, ghi chep ve tinh hinh sdn xudt, ygu td ngudn nude tudi, viec su dung thudc bdo ve thue vit diing tigu tupng va thdi gian quy dinh... Cdc co quan qudn ly, chinh quyen dia phuang cung cdn van ddng, tuyen truygn cho ngudi ddn chuygn tir bdn phan hda hpc sang bdn phdn sinh bpc, vi sinh cho che, sir dung cdc logi thudc bdo ve thyc vdt ndm frong danh muc cho phep nham dam bdo ve sinh mdi trudng va chdt tugng chg, don dep nhd xudng, khu chg bign che sgch se, ve sinh, gdp phdn bdo ve siic khde cdng ddng va trdnh d nhiem mdi trudng.
Chiin luge marketing ve hinh thicc. mdu md sdn phdm
San phdm frd, ddc biet td tra udp huang khdng ua bat cu miii vj nao khac lg ngn cin dugc bdo qudn rat ky cang vdi bao gdi ddng vao giay thigc, ddng vao tp sanh, sii hay hop gidy va bdo quan nai khd mdt. Nhirng nam gin ddy, dap iing nhu cdu ciia mpi doi tupng khach hdng, cac doanh nghiep va lang che truyin thdng ciia Thdi Nguyen dd tang cudng nghign cihi va thilt kg them rit nhilu kilu dang, miu ma kbdc nhau cd thi lam qua tang, quabigu, dg cudi hdi...
Cdc chiln lupc marketing cho hinh thtrc, mdu ma bao bi sdn phim trd ngn tap trung vdo nhu cdu sir dung cua khach hang, cd thi dua ra mdt sd dg xudt nhu:
- Sdn phdm thuan Viet dugc sii dung trong thd ciing to tien, tl let hoac dam cudi, ll hdi.
ma chay...Cae sdn phdm dugc thigt ke mau md, bao" bi vdi chat lieu vd hinh thiic, hinh anh mang dam chat truyen thdng cua din tgc.
+ Chdt lieu: Cd the si> dyng chat lifu gd, gidy hoac chdt lieu tre dugc dan thdnh nhiing chigc hop, gid thii cdng tinh xao khdng chi thu hiit khdch hdng frong nude ma edn ta mdn qua tuu niem yeu thich cua nhiing du khach nude ngoai.
+ Hinh dnh bao bi: Cac hinh anh tren bao bi cdc sdn pham tra thudng td cac ddi che, bup che xanh va nhung ngudi ndng dan hai che can min, la thi hien net ddc trung ciia sdn phdm. Bgn canh dd, vdi chign lupc tgp trung vao nhu ciu sir dung ciia khach hang, cdc ca sd san xudt, kinh doanh cd the thiet kg them nhieu logi mau ma bao bi mdi, da dgng va dgc trung eho timg nhu ciu su dung. Ngn lya chpn 2- 3 mdu chu dao nhu vdng, xanh, nau cho cdc mdu san phim de khach hang dl ddng nhd din hinh dnh, kigu dang ctia mdi sdn phim.
+ Kigu dang: Kigu dang hpp dyng cua cdc sdn phdm tra cung rit da dgng va phong phu, co the la hinh vudng, hinh lyc gidc, hinh dng trdn... Ngodi ra cd thi khai thae cac hinh anh mang tinh truyen thdng nhu dng tre, blip sen, gili tre...
- San phdm mang tinh hien dai, thuin tifn cho viec van chuyin, bao qudn va ddp ung nhu ciu sir dyng ctia khdch hang cung nhu dting tdm qua tgng, bilu hoae xudt khiu. Cdc san phim tap trung vdo nbu cdu sir dyng cua khdch hang khdng can qua ciu ky vl hinh thirc miu ma nhdm myc dich giam gia thdnh, ha gid ban. Vd cac sdn pham ndy cin dam bao dugc qua frinh van chuyin va bao qudn tdu dai nen chit lieu dugc sOr dung cd thi td g6 cii-ng hodc kim loai. Luu y vd chii trpng van de qudn ly chit tugng sdn phim.
Chiin luac qudng bd, gi&i thieu festival Trd Vdi sd lugng cac sy kifn giao tuu, cdc chuang trinh festival vl trd trgn thi gidi ngay cang nhieu. Thai Nguyen cd the dua cac sdn pham tra cua minh tdi tham du, chu trpng nhdn manh vdo cac chuong trinh mang tam ca qude te vdi dp phti sdng cao, dugc du luan the gidi quan tam nhieu, dk gidi thieu, tgo dugc
Tran Kim Yen vd Dtg Tap chi KHOA HQC & CONG NGHE l33(03)/l:3-9 in tugng vd tim kilm nhirng mdi lign kit, ddu
tu. Bgn cgnh dd, ngoai vifc td chiic cac festival Trd tgi Viet Nam, tinh Thai Nguyen ndi rieng vd Vift Nam ndi chung cung can xdy dyng ke hoach, diu tu td chtic cac festival Vift Nam tai nude ngodi. Dd ed the la cac festival Tra rieng biet hodc Id cac festival van hda, festival tdng hgp va tra la mot trong nhirng san phim dupc chii trpng gidi thifu.
Qua cdc boat dgng giao tuu, qudng ba nay.
Thai Nguyen cd co hgi dg tim hieu, nghign ciru va so sanh giua cdc san pham trd ciia nude minh vdi cde qude gia khac trgn thg gidi. Tir dd se giup cde td cbiic, doanb nghifp san xuat trd tim ra duge nhiing digm mgnh, nhu-ng dilm dgc trung doc ddo dugc ua chudng de phat huy the mgnh ciia minh vd nhihig han che, nhiing thigu sdt vg chat tupng sdn phdm, mau ma bao bi hay kT thuat san xudt, chl biln dl cdi tgo, kbdc phyc, ndng cao khd ndng cgnh franh.
TAI LIEU THAM KHAO 1. Nguyfn Vdn Manh (2008), Marketing Du Ifch.
Dgi hpc Kinh tl quIc dan, Hd Noi.
2. Do Ngpc Quy (2010), Vdn hoa trd ihi gi&i vd Viet Nam. Nxb Nong nghifp, Hd Npi.
3. Phan Thang (2007), Marketing cdn bdn - Marketing Essentials, Nxb Lao dpng -XS hpi, Hd Ndi; 437
4. Bdo Thdi Nguyen (21/07/2013), "Tdi lieu tuyin truyin Festival Trd Thdi Nguyin - Viel Nam ldn thu hai ndm 2013", http://www.baothainguyen.org.vn/tin-tuc/van- ban/tai-Iieu-tuyen-truyen-festival-fra-lhai-nguyen- viet-nam-lan-thu-hai-nam-20l3-210655-184.html 5. Thanh Tdm (26/12/2013), "Tdng kit Festival Trd Thdi Nguyin Viel Nam", http://festivaitrathainguyen,vn/Home/tin-tuc-su- kien/196/Tong-ket-Festival -Tra-Thai-Nguyen- Viet-Nam
6. Intemationalteamoment.blogspot.com, "2014 TeaEvents",
http://intemationalteamoment.blogspot.com/p/tea- evenls-html
SUMMARY
MARKETING STRATEGY FOR THAI NGUYEN TEA FESTIVAL
Tran Kim Yen', Nguyen Thi Tam Hai Phong Umversity Thai Nguyen Tea Festival is an opportunity for the State agency on tourism, businesses introduce and promote the image of Thai Nguyen Tea brand to domestic and international customers, while promoting the development of Thai Nguyen trade and tourism. However, due to the formation and development should no longer Thai Nguyen Tea Festival is still a lot of flaws and limitations in communicating, promoting, developing marketing strategies for the festival and Thai Nguyen tea.
Keywords: Tea Festival, strategy, marketing. Thai Nguyen
Ngdy nhdn bdl:01/12/2014; Ngdy phdn bien:25/l2/2014, Ngdy duyit ddng. 03/4/2015 Phdn biin khoa hoc: TS. Nguyin Cong Hodng - Tru&ng Dgi hoc Khoa hge - DHTN
