QUAN TR! KINH DOANH
MO HiniH MARKETING LIEN KET
CUA CAC DOANH NGHIEP BAN LE TREN THE GI0I
VA VAN DUNG CHO CAC DOANH NGHIEP BAN LE VIET NAM
Ngay nhgn: 6/5/2014 Ngay nhgn lai: 13/5/2014
Cao Tuan Khanh Trddng Dai hpc Thddng mai
Email: [email protected]
Ma sd: 69.2BMkt.22
ai Vidt Nam, thuang mai dien td nhdng nam gan day ed nhdng bude tien manh me, thu i)ut nhieu doanh nghiep (DN) trong nude va nude ngoai tham gia, dde bidt cac DN trong nganh ban le. Ben canh cac cda hang truyen thdng, cac DNBL Vidt Nam bat dau day manh kenh ban hang tnic tuyen. Tuy nhien, trinh dd nhdn thdc va kinh nghidm eua cae DNBL trong hude ve kinh doanh true tuyin cung nhu van dung marketing Hen ket cdn nhieu han che. Vide phan tich each thdc dng dung cua mar- keting lien ket tren the gidi va dp dung phd hgp vdi DN Viet Nam chac chan tang trudng doanh thu va nang cao sUc canh tranh trong xu the hdi nhap.
Td khda: marketing Hen ket; doanh nghldp ban le, trang web 1. D$t van de
Marketing lien ket (Affiliate marketing) la mdt khai niem tddng ddi mdi tai Viet Nam. Tren the gidi marketing lien ket da dddc biet den td nhdng nam 1990, nhung tai Viet Nam thi khai niem nay chi mdi dupc chu y trong nhdng nam gan day. Trong cac van ban luat, khdng cd djnh nghTa ve nd. Tuy nhien, khai niem marketing lien ket cd the' dupe tim thay rdng rai qua eac cudn sach cung nhu tai lieu tren Internet.
Trong cudn sach "Hddng dan thdc tien ve mar- keting lien ket" eua tac gia Evgenii Geno Prussakov, bien tap vien cap cao chuyen muc Marketing lien ket eua tap chi "Marketing tren cdng cu tlm kiem", marketing lien ket dddc djnh nghTa nhd sau: Marketing lien ket ia phUdng thdc marketing dupc doanh nghiep (DN) sd dung de' tang cddng quang ba san pha'm hoac djch vu cua minh thdng qua cac ddi tac. Daa tren ket qua ma ddi tac dem lai va nhdng ket qua nay do ladng
l(hoa hoc
dape nha ddn hang, lapt truy cap, hoac dang so dang ky tai khoan tren trang web ma DN se tra cho ddi tac tien hoa hong (Prussakov 2007, tr.6).
Mang ludi ve marketing lien ket Idn nhat the gidi hien nay la Commission Junction cung cd m6t khai niem ve marketing lien ket nhU sau:
Marketing lien ket la mdt ehddng trinh marketing do DN mudn quang cao tren Internet thuc hiSn, trong dd DN cung cap tai lieu, npi dung cho nha quang cao va tra hoa hong cho tdng giao djch ma minh mong mudn nha quang cao dem lai, vf du nhd mpt ddn hang, hay mdt Iddt dang ky tai khoan tren trang web cua DN. Nha quang cao dat cacnfli dung quang cao la nhOng dudng defn cd gan ma theo dau (tracking code) tren trang web cua ho, trong cac chien djch thd didn td hoac trong cac trang tlm kiem. Khi mdt ngadi nhap chudt vao dudng dan tren va mua mdt san pha'm/hay djch vu tren website cua DN, nha quang cao nhan dUdc mpt khoan tien hoa hdng cho giao djch dd.
Theo Barnes & Noble, DN ban le sach Idn nhat hieu qua cua quang ba, tfnh toan Idu lupng va chi nudc My: Marketing lien ket la phUdng phap phd' phf hai ben phai thanh toan eho nhau, quan ly va bien de mdt trang web tang cudng quang ba tren
internet. DN se lam vide vdi cac ddi tac va nhdng ddi tac nay se ddpe tra tien cho mdi lupt truy cdp, Iddt dang ky tai khoan hay mdi mdt khach hang hp dem lai. Marketing lien ket cdn dupc gpi la mar- keting dua tren ket qua.
Qua cac khai niem neu tren, cd the' thay ban chat cua marketing lien ket la hpp tac truyen thdng tren intemet. DN hdp tac vdi cac ca nhan/hoac DN khac de nhdng ca nhan/hoac DN nay quang ba ve san pham/djch vu eua minh qua cac kenh internet nhu dat banner, dudng dan tren trang web ma hp sd hdu hoac chia se vdi ban be qua tha dien td, tai khoan xa hdi. Td viec phan tfch neu tren, tac gia ed the' dua ra mdt khai nidm td'ng quat nhu sau:
Marketing Hen ket la phuang thdc marketing dugc DN sd dung nham tang cudng quang ba trdn Inter- net thdng qua cac ca nhan hodc DN khac va DN se chi tra tien cho ca nhan hodc DN khac dua tren ket qua hg dem lai ma ed the do ludng dugc.
AffSD = 1
Customers
;(lC'il«li!di'l'! .ajui.vn
Hlnhj. Nhdng dol tuang tham glamarketlng Hen ket (Affiliate marketing)
dua ra phan quyet neu cd sU tranh chap hoac gian lan... Thdng thadng ngudi can quang cao va ngddi thuc hien quang cao tlm den nhau thdng qua nha cung cap djch vu lien ket, cdn nha cung cap djch vu lien ket phai cung cap cac nen tang ky thuat de' hd'trd boat ddng cho khach hang cua minh.
Marketing lien ket khac vdi quang cao tren inter- net thdng thudng d ehd'DN se chi tra cho ddi tac dua tren ket qua ma ddi tac dem lai. Ddi vdi quang cao tren internet truyen thdng, DN can phai tra mdt khoan tien theo yeu eau eho nfipt trang web de ddpe dat banner hoac bai gidi thieu ve minh. DN cd the nam dupe ket qua eua viec quang ba hoac khdng biet dupe da cd bao nhieu ngddi vao trang web cua DN qua banner quang cao, bao nhieu ngudi mua hang sau khi da vao trang web. Sdtien DN tra cho vide dat banner hoan toan khdng dda tren ket qua dat dupc.
Khi sd dung marketing lien ket, ket qua cua viec quang cao la do lUdng dupe, vf du nhd luu lapng truy cap vao DN td banner dat tren trang web cua doi tac, hay cac ddn hang hoan thanh do nhdng truy cdp nay. DN se chi tra cho Company [ ddi tac tien hoa hdng dua
or ') tren nhdng ket qua do Merchant \ '^^"^9 ^^^^ "®^ ^'"®'^- N®"
i cae ddi tac quang ba khdng dem lai ket qua, DN se khdng phai tien cho ddi tac.
Marketing lien ket khdng phai la mdt kenh
Commissions
Marketing lien ket bao gom ba thanh phan:
DN hoac ca nhan cd nhu eau quang cao cho san pha'm/djch vu cua minh, tieng Anh gpi la Advertiser (ngddi quang cao).
- Ben dpc lap thdc hien viec quang ba cho san pha'm/djch vu cua DN cd yeu cau quang cao va nhan hoa hdng td hp, tieng Anh gpi la Publisher.
marketing hay mdt loai marketing ma nd la td'ng hpp cua cac hlnh thdc marketing, bao gdm: mar- keting cdng cu tim kiem, marketing tren cac kenh xa hdi, marketing qua thu dien td, marketing tren dien thoai, marketing quang cao... Tdng doi tac ma DN hpp tac se sQ dung mdt trong nhdng kenh neu tren hoac tong hdp nhdng kenh dd de' quang Mang lien ket hay nha cung cap djch vu lien ba cho DN. Khi khdng sd dung marketing lien ket, ket (affiliate network) ddng vai trd trung gian gida mdt DN se trdc tiep lien he dat banner tren mdt ngadi cd nhu cau quang cao la ngudi thuc hien trang web hoac mua them dO lieu tha dien td de quang cao de cung cap djch vu lien ket, tfnh toan tien hanh gdi thdng tin, tiep can tdi khach hang.
So 69/2014
khoa hoc
thddngmai 31
QUAN TRI KINH DOANH
Khi sd dung marketing lien ket, DN khdng can quan tam tdi viec dat banner tren trang web nao, lien he ra sao, hay mua gdi dd lieu thU dien td nhU the nao. DN chi can lam viec vdi doi tac va tra tien quang ba cho doi tac, cdn ddi tac se tU quyet djnh viec dat banner va gdi thu dien td. DN luc nay chi can nam dUde ket qua, khdng phai tlm hie'u chi tiet each thdc thuc hien nhu the nao.
2. Mo hlnh gia tr| marketing lien keTt cua cac doanh nghipp ban le tren the* gidi
Qua nghien cdu, tim hie'u va phan tich chu yeu viec van dung marketing lien ket d mdt sd DN ban le Idn, dac biet la cac DN trong 100 doanh nghiep ban le (DNBL) hang dau the gidi nhU: Amazon, Walmart, iTunes, Newegg, Buy.eom, Rakuten.com, Macy, Barnes & Noble, Best Buy...
tac gia xay dung dupe md hinh dng dung market- ing lien ket nhu sau (hlnh 2). Tren ed sd thiet lap md hinh va ndi dung nghien cdu hoat ddng mar- keting lien ket dddc van dung d cac DNBL Idn tren the gidi, trong bai viet nay tac gia tap trung nghien cdu va dua ra cac bai hpc ve dng dung marketing lien ket cho cac DNBL Viet Nam vdi tU each la chu the cd nhu cau quang cao san pha'm/djch vu eua minh thdng qua hoat dpng marketing lien ket.
3. Trien vpng dng dung marketing lien ket tai cac DNBL Vipt Nam
3.1. Tlnh hlnh dng dung marketing lien ket tai cac DNBL Vigt Nam
Ddi vdi mdt bp phan ngddi tieu dung tai Viet Nam, hp da biet tdi marketing lien ket qua cac chUdng trinh lien ket nd'i tieng tren the gidi nhu ehUdng trinh Amazon.com, eBay va tham chi lam ddi tac cho nhdng chUdng trinh dd. Khai nidm mar- keting lien ket khdng cdn xa la vdi marketers, dSc biet la marketing true tuyen tai Viet Nam. Bdi v§y, nhdng nam gan day eac khda hpc ve internet mar- keting bat dau nhac tdi marketing lien ket va cd ca nhdng trung tam to chdc rieng khda hpc dao tao chuyen sau nhu tai Amacoaehing hay Kiemtien123. Mang ladi lien ket nd'i tieng tren the gidi nhu Commission Junction hay Linkshare cung da cd md hlnh tddng tu tai Viet Nam, cd the lien ket den nhd Lienket123.com, Doublelink.nel
Dd khai niem marketing lien ket cdn tddng ddi nidi me, viec dng dung trong cac DN Viet Nam con rat ban che. Mang Iddi lien ket nhU Lienket123.eom chi mdi thu hut dddc mdt vai DN tham gia vao mang ludi eua minh nhu Vivuhost, Toiclick, Fast English. Tren Doublelink.nel cung Hlnh 2: Md hlnh van dung marketing Hen ket
Xa\' clung chao hang thi trirong qua trang web thirons mai dien tiir
Xay clung chircrng trinh marketing hen ket
Tang cnong quang ba nh3m thu hut cac ctoi tac
Quan Iy chuong trinh marketing lien k^t
khoa hoc 32 ttiddng'mai
chi khai thae san pha'm la game cija mot sd DN nha fme, sgame, teamobi, vtcmo- bile, thudojse.
Trong nganh ban le, viec dng dung marketing lien ket chi mdi xuat hien tai mdt sd DN. Khao sat mpt sd DN ban le hang dau d Viet Nam, viec ban hang qua trang web van cdn ban che, va khdng cd DN nao cd chuong trinh marketing lien ket (xem bang 1).
Nhdng DNBL hang dau d Viet Nam mdi ehi tap trung khai thae tap khach hang den mua ngay tai cac die'm ban (cda hang), chd chda hudng tdi tap khach hang mua ban true tuyen. Cac trang web chu yeu nham cung cap ndi dung gidi thieu ve DN. Mdt so DN nhu Co.op mart. Big C, Parkson ehi dua thdng tin ve san pha'm, khuyen mai cdn khach hang khdng the dat hang qua
eg'
Bana 1:
Doanh nghiep
He thong sieu thi Saigon Co.op
Sieu thi Big C
Sieu thi dien may Nguydn Kim
Sieu thi dien may The' gidi di dpng Sieu thi dien may Vidn Thong A
Trung tam thtfdng mai Parkson
He thong nha sach Fahasa
He thdng sieu thi Fivimart
Khao sat trang web eua mdt sdDNBL hang dau tai Vidt Nam
Trang web
www.co-opmart.com.vn
www.bigc.vn www.nguYenkim.com
Www.thegioididong.com
www. vienthonga. vn
www.parkson.com.vn
www.fahasa.com.vn
www.fivimart.com.vn
Chitc nang dat hang qua trang web
Khong CO
Khong cd Co
Co
Co
Khong CO
Co
Co
Chifdng trinh marketing lien ket
Khong CO
Khong CO Khong cd
Khong cd
Khong CO
Khdng cd
Khong CO
Khong CO
Ngudn: true tlep khao sat eua tac gia (2013) mang. Nhdng DN nhd Nguyen Kim, The gidi di ddng, Vien thdng A, Fahasa, Fivimart cho phep cac khach hang dat hang trdc tuyen, nhung thanh toan chu yeu la theo hlnh thdc nhan hang-tra tien mat. NhOng DNBL lau ddi nay van cdn tap trung vao phddng thdc ban hang truyen thdng, ehua khai thae hieu qua kenh ban hang trap tuyen.
NhOng DNBL ra ddi sau nay da chu trpng hdn tdi thddng mai dien td. Hp khong dau tu vao xay dung cac cda hang to tai cac thanh pho Idn, ma dau td cho trang web va hd' trp ban hang trdc tuyen. Mpt sd DNBL manh ve mua ban trdc tuyen cd the ke' den la cdng ty TNHH "Ban le va Giao nhan Recess" vdi trang web Zaiora.vn, cdng ty TNHH "Gid giai lao" vdi trang web Lazada.vn, cdng ty TNHH "Gau trdc Hungry" vdi trang web Foodpanda.vn, cdng ty TNHH "Gid giai lao 3" vdi trang web Officefab.vn. Dang chu y la ca 4 cdng ty
So 69/2014
nay deu thupc mdt nha dau tu nude ngoai cd tiem ldc tai chinh manh va nhieu kinh nghiem trong ITnh vac kinh doanh thUdng mai dien td. Trong sd cac cdng ty ban le manh ve mua ban true tuyen neu tren, Zaiora va Lazada la 2 cdng ty da cd chuong trinh marketing lien ket tren trang web cua minh.
Tren trang web cua minh, Zaiora gidi thieu ve ehUdng trinh marketing lien ket kha day du, neu ra Idi fch khi doi tac tham gia ehddng trinh cung nhu gidi thieu each thdc hoat dpng, cac chfnh sach,...
Zaiora xay ddng chUdng trinh hUdng den ddi tac la nhdng ngadi sd hOu cae trang web. Doi tac khi dang ky tham gia chUdng trinh eua Zaiora can phai dien thdng tin trang web ma hp quan ly. Sau khi dupe chap thuan tham gia chUdng trinh
"Affiliate Lien ket quang cao" cua Zaiora, ddi tac dat banner cua Zaiora tren trang web cua minh va nhdn tien hoa hong khi cd khach nhap chudt vao
khoa hoc <^
thddngmai 33
QUAN TRI KINH DOANH
banner va qua trang Zaiora mua hang thanh cdng.
ChUdng trinh quang cao lien ket tai Zaiora dupe thUe hien thdng qua mang lien ket Commision Junction. Chfnh sach hoa hdng cua Zaiora dua ra kha cao. Ddi tac cd the' nhan tdi 25% tien hoa hdng cho lan mua hang dau tien va 8% cho cac lan sau. Dd lieu luu trd cookie cd thdi ban thude mdc trung blnh la 30 ngay. Ve chfnh sach thanh toan, sau 45 ngay td khi Zaiora kie'm tra lai, xac nhan, sda dd'i hoac td choi cae giao djch dupe thue hien td trang web eua doi tac, ddi tac se nhan dupc tien hoa hdng. Vdi cac giao djch tra lai hang, ddi tac quang cao van nhan dugc hoa hdng tren phan cdn lai cua ddn hang ma khdng bi tra lai.
Sau khi tien hanh cac bade can thiet, del tac se nhan dupe thanh toan true tiep td mang lien ket Commission Junction. Zaiora cung cap kha nhieu ndi dung quang cao tren mang ludi Commission Junction cho ddi tac, cac dudng dan vdn ban, tdi banner nhieu kich cd (hlnh 3).
C3>^' B •
Amazon. Mdc hoa hong la 3% cho 0-60 ddn hang/thang, tang len la 4% cho 61-120 ddn hang/thang va 5% eho 120+ ddn hang mpt thang.
Tien hoa hdng dupe tra trong vdng 30 ngay ke til khi ddn hang thanh cdng. Tren trang web cue .minh, Lazada gidi thieu kha day du ve ehddng trinh marketing lien ket, each cac boat ddng thanh toan (xem hlnh). Lazada quang ba ve chUdng trinh marketing lien ket eua minh tren mdt sd bao dien td de' thu hut ddi tac tham gia. Vao ngay 10/7/2013, mdt sd bao dien td da dang tai bai ve viec Lazada chfnh thdc ra mat chUdng trinh mar- keting lien ket nhu 24h.com.vn vdi bai biet
"Lazada.vn lan dau tien gidi thidu ehddng trinh tiep thj lien ket" hay thongtincongnghe.eom vdi bai viet
"Lazada gidi thieu chUdng trinh tiep thj lien ket mdi tai Viet Nam"
"Sieu th! mua chung" ia mdt trong sd ft DN ban le tai Viet Nam ed chUdng trinh marketing lien ket ChUdng trinh cua "Sieu thj mua chung" la td xay
j . ^ . t j i ^ - ^ B-3i-«-J.™ C-J-, — I .
Z A L O R . A •"=• MM
I
LHU'CJNG l-;iNH OLAKO CAO IM\ KbI 1/^^ /MUliA-Al i jJAI b yAl^Kh IIMGZAIORA vii n f i a n 1^^ nbu9ir> tren m o i d a n h a n g !
^fe4toi«^j^M^wiiffi*«B
E
\mrtn ;H(.'«<J nwtA
•n - m % .-. 4>
Hinh 3. Trang gioi thieu ve chuang trinh marketing lien ket cda Zaiora Khac.vdi Zaiora thuc hien chUdng trinh market-
ing lien ket qua Commission Junction, Lazada ta xay dung va quan ly ehUdng trinh marketing lien ket cua rieng minh. Ddi tac Lazada hudng den cung la nhOng ngadi sd hOu trang web. Ve chfnh sach hoa hdng, Lazada cd each tinh kha gidng
khoa hoc
34 thddngmai = ^ = = = = = — =
dung va quan ly. Ddi tac hddng den la ngddi s6 hOu cac trang web va ca khach hang ban le. Tuy nhien, khi tlm hie'u ve ehddng trinh marketing lien ket cua DN nay thi thay nhieu thdng tin khdng ro rang, cha'ng han khong thay mdc hoa hong, khdng cd thdng tin ve dO lieu cookie. "Sieu th; mua
C5'
So 69/2014
chung" cung cap cdng cu de' ddi tac tao widget la mdt trong nhdng ddn hang giam gia hang ngay, nhung ngay tren trang nay phan hie'n thj ndi dung da b; idl.
Viec dng dung marketing lien ket tai cac DN Viet Nam ndi chung va cac DNBL ndi rieng cdn chda phd' bien. Mdt so DN nddc ngoai vdi kien thdc va kinh nghiem ve marketing lien ket da tao ra dupe cac ehddng trinh kha chuyen nghiep va no"
ldc quang ba eho cac chUdng trinh nay. Tuy nhien, eac DN nhU vay van la sd ft, va cac chUdng trinh cdn chua dupe biet tdi nhieu.
3.2. Thugn Igi va kho khan cua vigc dng dung marketing Hen ket tai cac DNBL Vigt Nam
Thuan Igl:
Trong nhdng nam qua thUdng mai dien td d Vidt Nam phat trie'n vupt bac va dieu nay tao dieu kien thudn Ipi cho viec dng dung marketing lien ket d eac DN ndi chung va DNBL ndi rieng. Theo thdng ke so lieu cua Bd Thdng tin va Tuyen truyen (thang 12/2013), Viet Nam cd 35 trieu ngddi dung Internet, 15 trieu ngudi truy cap vao cac trang web thUdng mai, va sd boat ddng thadng xuyen udc chdng 15%
trong sd dd, tdc la khoang 2,3 trieu ngddi cd boat ddng mua ban trdc tuyen, quyet dmh mua hang cua tdng ea nhdn le thupc nhieu vao Internet.
Khdng nhdng sd Idpng ngddi dung internet tang trudng ma sd lupng cae DN d Viet Nam tham gia vao cac boat ddng tren internet cung gia tdng kha manh. Tren 43% DN tham gia dieu tra ed trang web va 15% DN tham gia cac san thddng mai dien td.
Hoat ddng kinh doanh tren eac trang web lien tue tang ve chat Iddng, vdi 38% eac website cho phep dat hang trdc tuyen, 27% DN cho biet tham gia cac san thUdng mai dien td mang lai hieu qua cao.
(khao sat cua tac gia, 2013).
Ngoai sd phat trie'n eua thUdng mai dien td d Viet Nam, viec cac DNBL nddc ngoai bat dau sd dung marketing lien ket d Viet Nam cung la mdt cd hdi de' cac DNBL Viet Nam hoc hdi kinh nghiem va kien thdc. Cac DN Viet Nam ed the' nghien cdu each thdc nhOng DN nay sd dung cac cdng eu, cac bien phap quang ba thu hut doi tac... trong trien khai marketing lien ket d Viet Nam. Mat khac, tren the gidi cac cdng cu ve marketing lien ket va
cae mang ludi lien ket rat phd bien, cac DN Viet Nam hoan toan cd the van dung nhdng cdng eu nay hay tham gia vao cac mang ludi dd. Chi can ed mdt trang web thUdng mai didn td va nam dupc kien thdc ve marketing lien ket, cac DNBL Viet Nam cd the' bat dau chUdng trinh marketing lien ket ehi sau mpt thdi gian ngan.
Khd khan:
Mdt trong nhdng khd khdn Idn nhat cua viec dng dung marketing lien ket d Viet Nam chfnh la van de thanh toan true tuyen cdn nhieu bat cap. d Viet Nam, theo thdng ke doanh sd ban hang lien quan tdi thUdng mai dien td da len den 2 ty USD, tuy nhien mdt phan rat nhd trong doanh thu nay dupc thanh toan true tuyen thdng qua the ngan hang va cae djch vu hd'trd thanh toan khac.
Su sup do eua mdt sd DN mua hang theo nhdm nhd NhomMua va trang Muaban24 boat ddng trai phap luat cung anh hudng khdng nhd tdi tam ly cua ngddi tieu dung d Viet Nam, cang khien viec mua hang va thanh toan true tuyen de dat hdn. Trong khi dd, de' ehddng trinh marketing lien ket cd the' dng dung va thanh cdng, trang web cua cac DN can cd ty le dat hang va hoan thanh ddn hang ngay tren trang web cao thi mdi cd the' khuyen khfch ddpe ddi tac quang b^a.
Cae DNBL Viet Nam chUa cd nhieu hie'u biet ve marketing lien ket, trong khi dd tai lieu ve market- ing lien ket bang tieng Viet cdn chua nhieu, dae biet la chua cd tai lieu viet rieng eho thj trudng Viet Nam. Bdi vay, viec nghien edu ve marketing lien ket de' trie'n khai cua cac DN ft nhieu se gap khd khan. Ngoai ra, khi da xay ddng dupe chUdng trinh, viec thu hut ddi tac tham gia cung la mpt thd thach, bdi da sd ngudi dung internet d Viet Nam chUa biet tdi hlnh thdc marketing nay. Do vay, cac DN Viet Nam can dau tu nhieu thdi gian va ehi phf, tham ehi chi mdt vai DN thae hien boat ddng nay thi cung khdng the' thanh cdng dupe.
4. Bai hpc kinh nghipm ve dng dung marketing lien ket cho cac DNBL Vipt Nam
4.1. Nhdm bai hgc trong xay dung chao hang thi trudng qua trang web thUdng mai dign td
Khoanh vung th; trddng, nghTa la ddng cd gang ban tat ca mpi thd cho mpi ngddi. Lam vay
So 69/2014
khoa hoc
thddngmai 35
QUAN TR| KINH DOANH
DN se nhanh chdng nhan lay that bai. MSt khac, thadng xuyen nghien edu thdi quen sd dung trang web cua ngudi tieu dung ndi chung va tdp khach hang muc tieu cua DN de' cai thien/thay dd'i ndi dung chao hang thj trddng thich dng, phu hdp va hdu hieu vdi tap khach hang muc tieu qua trang web thudng mai dien td.
Thiet ke trang web thudng mai dien td hap dah va uy tin.
Viec tac ra trang web hoan toan phu thude vao ngan sach cua DN. DNBL cd quy md Idn thanh lap bd phan ky thuat (giong nhu Amazon hay Walmart) thiet ke trang web va thudng xuyen tfch hpp tfnh nang, tdi du trang web. Cac DNBL cd quy md nhd va vda cd the' thue cac cdng ty phat trie'n trang web. Khi thiet ke trang web, DNBL can tich hdp ludn ChUdng trinh marketing lien ket hoac ft nhat dam bao ed the' de'dang cai dat sau nay.
Cdng cu tim kiem san pha'm tren trang web can dape tdi uu hda de' khach hang cd the' de'dang tim kiem dupe san pha'm hp mong mudn (thuc te cd hang ngan san pha'm ma DNBL cung cap) va sap xep bd cue trang web ed tfnh chpn Ipe de dam bao tinh chuyen nghldp, nang cao uy tin va thich dng vdi DN. Trong trang web can tfch hdp mdt sd tfnh ndng nhu che phep khach hang xem nhan xet cua nhdng khach hang da tdng mua hang, hoac eho khach hang xem san pha'm nay thudng dddc mua kem vdi san phd'm nao? Va thdng tin san pha'm/djch vu can chao hang phai ddng tai day du, bao gdm: anh cua san pha'm/djeh vu dddc chup dudi gde dp de' phan anh chfnh xac hlnh thdc va chat lupng; md ta eac tinh ndng/dae tfnh nd'i trdi;
gia ban (gia cd the' thay dd'i theo mau sac hay kich cd cua san pha'm...).
Tao lap eac giai phap de' dat hang va thanh toan true tuyen an toan va Uu dai.
Trang web phai tfch hpp chdc nang de' khach hang de'dang dat hang va thanh toan. Cd the' sd dung cac cd'ng thanh toan cua qudc te da tfch hdp vdi ngan hang Viet Nam hay eac cd'ng thanh toan cua Viet Nam. Mat khac, phai dam bao sd minh bach ddi vdi san pha'm va ngudn gde xuat xd, dam bao thanh toan va giao hang ddn gian de'dang, dieu kien tra lai va dd'i hang (trong thdi gian nhat
khoa hoc 36 thddng mai ~
dmh, va ed the' bang phddng thdc tra lai hang qua buu dien hay eac hlnh thdc khac ma khdng phad den trdc tiep).
Do thuc te thddng mai dien td d Viet Nam, cac DNBL cd the dda ra cac hlnh thdc thanh toan khac nhu tra tien mat khi nhan hang; ben canh dua ra chinh sach uu dai khi thanh toan true tuyen (tSng die'm thudng cho khach de' giam gia khi mua hang cho lan tiep theo hay giam gia true tiep eho don hang dd neu khach hang thanh toan bang the tin dung, hoac qua cd'ng thanh toan, hoac dung the ATM chuye'n khoan). Mat khac, tren cac trang thanh toan, DN nen tfch hdp djch vu bao mat thdng tin the tin dung cua nhdng ben thd 3 nha verisign.com, godaddy.com de ngddi tieu dCing cam thay an tam hdn khi thay chdng thdc bao melt cua ben thd 3 tren trang web eua DN ban hang.
4.2. Nhdm bai hgc trong xay dung chuang trinh marketing Hen ket
Chpn Ida cae giai phap tao ra ehUdng trinh marketing,lien ket phu hpp vdi ngan sach.
Cac mang Iddi lien ket nude ngoai nha Commission Junction, Linkshre hay mang ludi doi tac eua Google thadng khdng gidi ban DN den tCl qudc gia nao, bdi vay nd tap trung rat nhieu cac ddi tac td khap cac qudc gia, eac DNBL Vidt Nam cd the' hoan toan dang ky tham gia cae mang ludi len ket nay.
Ngoai ra, tai Viet Nam cung bat dau hlnh thanh mdt sd mang lien ket do ngddi Viet Nam thanh lap ma eac DNBL ed the tham khao nha Lienket123.com, Doublelink.net, neu nhdng mang ludi nay hoat dpng hieu qua se tdp trung diidc nhieu ddi tac la ngddi Viet Nam, do vay se phu hdp vdi muc tieu eua eac DNBL hddng den ngudi tieu dung Viet Nam.
Khi lua chpn mang ludi lien ket, van de chu yeu va Idn nhat la hlnh thdc thanh toan hoa hdng cho ddi tac ma mang Iddi cung cap. Mdi mang ludi co nhOng diem manh, diem yeu rieng va tdp hdp mot lupng ddi tac chuyen ve mpt vai ITnh vdc, do do cae DN can tlm hieu ky de laa chpn phu hdp.
Thdng thddng, mang ladi cd nhieu Uu diem thi DN dCquang ba tdi cac ddi tac va dddc hd'trd ve mat quan ly chung, nhdng chi phf tham gia mang la
^
So 69/2014
kha Idn. Cac DN can nam rd muc tieu mudn dat tdi va ngan sach danh cho ehUdng trinh marketing lien ket de' chpn hlnh thdc nao phu hdp.
Xay ddng chinh sach hap dan va mang tinh canh tranh.
Trade khi dUa ra cae quy dmh va chfnh sach cho ChUdng trinh marketing lien ket, DNBL can nghien cdu cae ehUdng trinh marketing lien ket eua cac ddi thu canh tranh dang boat ddng tren cung thj trddng muc tieu va xac dmh nhdng khac biet trong chao hang thj trddng cua hp. Bao gdm tim hie'u cac thdng tin nhd mdc hoa hdng? so lupng ddi tac? hay doanh thu do ddi tac dem lai cho chUdng trinh cua ddi thu?
Soan thao cac quy dmh tham gia ehddng trinh ddn gian: thudng ddi tac tiem nang cua cac DNBL rat da dang, ed the' la chfnh cac khach hang da tdng mua san pha'm/dich vu cua DN, hoac la nhdng ca nhan cd boat dpng tfch cue tren cae dieh dan, mang xa hpi... Mat khac, boat ddng market- ing lien ket cdn kha mdi me d Viet Nam, chda cd nhieu ngudi nhan thdc dupe Ipi fch va chu ddng tham gia ehddng trinh. Do vay, yeu eau va quy dmh de' trd thanh thanh vien trong cdng ddng ChUdng trinh marketing lien ket phai ddn gian ehi can cung cap mdt sd thdng tin cd ban nhu ten, tud'i, dja chi, thd dien td lien lac, so dien thoai...
Neu dmh hudng tdi cae doi tac cd trang web thi yeu cau ddi tac lam rd trang web, loai hlnh trang web de' xem xet (tranh trddng hdp trang web mang ndi dung xau hoac khdng lien quan tdi nganh nghe DN dang ky lam ddi tac).
Xay ddng chfnh sach hoa hdng hap ddh: DNBL can xac dmh rd muc tieu thdc hien ehddng trinh marketing lien ket la nham tang doanh so ban hang hay tang Iddt truy cap vao trang web hay tang lupt ngddi dang ky tai khoan tren trang web va nhan ban tin dien td hang thang (thudng cac DNBL nddc ngoai nhd Amazon, Walmart chi tap trung vao viec tra hoa hdng cho ddi tac tren doanh so ddi tac dem lai). Tuy nhien d Viet Nam, viec khach hang thanh toan ngay tren trang web va hoan tat ddn hang cdn ban che, neu chi tinh hoa hong eho ddi tac tren ddn hang thanh cdng thi rat cd the ddi tac se khdng kiem dddc tien hoa hdng
So 69/2014
du DN thue chat van ban ddpe hang. Hien tai, cae DNBL Viet Nam ngoai vide tra tien hoa hdng tren ddn hang thanh cdng, nen thuc hien chfnh sach tra tien hoa hdng eho cac ddi tac dua tren sd nhap chudt vao trang web hay sd lupt ngudi dang ky tai khoan tren trang web do ddi tac dem lai.
DNBL nen dua ra mdc hoa hdng khac nhau eho cae danh muc hang hda khac nhau. Cd the' ap dung chfnh sach tdng mdc hoa hdng cho cac san pha'm khd ban hay ed Ipi nhuan cao (gidng Amazon hay Newegg). Cae DNBL Viet Nam cd the tuy chpn cae hlnh thdc phu hpp vdi muc tieu eua minh de ap dung nhu chfnh sach doi tac dem lai cang nhieu ddn hang thi dupe hudng mdc hoa hdng cao hdn (khuyen khich doi tac boat ddng tfch cue); hay chfnh sach tang mdc hoa hdng dua tren doanh so theo thang doi tac dem lai (thuc da'y ddi tac ludn ed gang de' dat mdc hoa hdng cao); hoac chfnh sach tdng mdc hoa hdng tren tdng doanh sd mpi thdi die'm ddi tac dem lai (ddi tac se gan bd vdi DN).
Chfnh sach luu trO dO lieu cookie hdp ly:
thudng khach hang muc tieu cua cac DNBL la ngUdi tieu dung cudi cdng, quyet dmh mua hang tUdng ddi nhanh chdng, nen DNBL khdng can de' cookie qua dai. Mat khac, cac DNBL Viet Nam mdi tham gia vao ehddng trinh marketing lien ket khdng the' de thdi gian cookie ngan 1 ngay nhd (Amazon hay Home depot) va tham khao cac ddi thu hoac cae DN trong cung nganh tren the gidi de xac dmh thdi gian phu hpp vdi mat hang kinh doanh, thudng nen de' khdng qua 30 ngay.
Cung cd the' hpc tap Amazon dda ra chfnh sach cookie cho phep ddi tac khi quang ba cho mdt san pha'm ma khach hang vao trang web DN mua san phd'm khac thi ddi tac van nhdn ddpe tien hoa hdng. Hoac DN cd the' ap dung giong Rakuten, eho phep doi tac nhan ddpe hoa hdng khi mua hang qua chfnh dudng dan ddi tac. Cae chfnh sach nay se thu hut them ddi tUdng khach hang muc tieu eua DN la nhOng ngddi da tdng mua hang hoac ed y dmh mua hang tren trang web DN dang ky lam ddi tac. Mpt khi ddi tddng nay dang ky lam ddi tac, hp se sd dung nhOng kenh truyen mieng, va bang uy tin cua minh thu
khna hoc ^
thddngmai 37
QUAN TRI KINH DOANH
hut them nhOng khach hang khac nhau mua hang tai DN.
Chfnh sach thanh toan rd rang: cac DNBL tren the gidi thudng quy dmh khi chi vdpt qua mdt mdc hoa hdng quy dmh thi ddi tac mdi cd the' yeu cau rut tien. Quy dmh nay de' ban che nhdng ddi tac khdng tiem ndng, dang ky ddi tac chi de' mua mdt vai ddn hang gia re hdn va cung la ap ldc de ddi tac boat ddng tich cue hdn. DN Viet Nam cd the' hpc tdp dieu nay bang nhdng each dat ra mdc tdi thie'u de' dupe yeu cau rut tien, nhung dat d mdc vda phai de' van thu hut doi tac tham gia chUdng trinh.
Viec thanh toan true tuyen cua Vidt Nam cdn chua phat trie'n, DN can xem xet ky nhOng hinh thdc cd the thuan tien tra tien cho ddi tac, nhat la nhdng DNBL thudng cd sd lupng cac ddi tac tUdng ddi Idn. Cd the' tra tien eho doi tac bang each chuye'n khoan theo tai khoan ngan hang cua ddi tac hay qua cac cd'ng thanh toan Idn d Viet Nam.
Cung cap ndi dung va cdng eu quang ba day dCi va da dang: ndi dung thiet ydu can cung cap cho cac ddi tac chinh la dUdng dan va banner.
Ddi vdi banner, de' phu hpp vdi nhieu trang web cua ddi tac, DN can dua nhieu mau sac va kich thude de ddi tac de'dang chpn lua. De' dem lai hieu qua cho ban hang, cac DN nen thiet ke banner cu the' cho mdt mat hang hoac danh muc hang hda hay nhOng chUdng trinh khuyen mai hap dan dang trie'n khai de' gdy su chu y va thu hut ngddi xem nhap chudt vao. Mat khac, cap nhat banner thudng xuyen, tranh tlnh trang hang khdng cdn trong kho hoac khdng ban nda, hay ehddng trinh khuyen mai da ket thue.
Cae DNBL Idn tren the gidi thddng sd dung cdng cu phd bien nhu cdng cu tao dudng dan, widget, hay cdng cu tao RSS feed, data feed.
NhOng cdng eu nay kha hOu fch vdi DNBL ed sd Iddng hang hda Idn, do vay cac DNBL Vidt Nam cung nen cai dat nhdng cdng cu nay len trang web cua minh. Ben canh dd, nen tan dung nhdng khach hang da tdng mua hang d DN de' hddng hp lam ddi tac cho minh, thdng qua cdng eu cung cap gdi thu dien td va cdng cu hd'trd ddng tai tren cae mang xa hdi (Facebook).
khoa hoc ^^^^^^^^^.^.^^^^^^.^^^^
38 thddng mai
DNBL Viet Nam can cung cap cdng eu de ddi tac ed the' xem bao cao ve ket qua thdc hien. Bao cao can ehi tiet va bao gdm cac giao djch ma doi tac dem lai, tlnh trang cua nhOng giao djch dd, sd nhap chudt, ngudn eua nhdng nhap chudt nay
4.3. Nhdm bai hgc trong vl$c tang cudng quang ba nham thu hut doi tac
Quang ba ehddng trinh bang nhieu hlnh thdc:
DNBL Viet Nam can quang ba rdng rai ve ehUdng trinh mdi ed the' thu hut dddc ddi tac. Cd the' quang ba qua cdng eg tlm kiem nhd chay quang cao Google adwords hoac lam SEC. Tuy nhien, marketing lien ket cdn kha mdi me d Viet Nam nen Iddng tlm kiem khdng cao, do vdy thdi die'm nay khdng nen dau tU nhieu vao kenh nay Cd the' tan dung nhdng kenh thdng tin mien phf nhu cac dieh dan hay cae mang xa hdi. DN co the' quang ba tren cac dieh dan lien quan tdi nganh minh hay nhdng dieh dan ve marketing hay internert marketing de' thu hut doi tac tiem ndng cho DN. Facebook va Youtube la nhOng mang xa hdi duoc yeu thich va sd dung nhieu nhat tai Viet Nam nen cac DN hoan toan cd the da'y manh quang ba qua cac kenh thdng tin nay Cd the' nhac den chuong trinh cua minh tren Fanpage chfnh cua DN hoac tao ha'n mdt Fanpage mdi nhd Amazon de' cd the' thu hut mdt lupng fan trd thanh doi tac. DN cung cd the tra tien de' ddng thdng tin ve ehddng trinh tren cac bao dien td.
DN cung ed the' chu dpng da'y manh mdi dpi tac true tiep nhd mdi nhOng trang web hoac blog cd lien quan den nganh cua minh, chang ban DNBL giay dep eho nam tlm nhOng trang blog chuyen Viet ve thdi trang giay dep, each bao quan giay dep hay nhdng trang ve the thao, bdng da... Ngoai ra, cac DN ed the' mdi cac trang td'ng hpp thdng tin eac DN, trang tap hpp khuyen mai cua cac DN de mdi hp lam ddi tac. Ben canh dd cd the tlm hieu ddi tac Idn cua doi thu de mdi hp tham gia vao ehddng trinh cua minh.
4.4. Nhdm bai hgc tong vigc quan ly chUdng trinh mari(eting lien kei
Cung cap thong tin, hd'trd ddi tac day du va k!p thdi: qua khao sat va nghien cdu cac DNBL
So 69/2014
-^7ldn tren the gidi do cd nhieu ddi tac nen gay khd khan rat Idn cho cae DN nay trong vide hd'trd.
Do vay, cac DNBL Vidt Nam phai to' chdc nhdm ngudi phu trach ehddng trinh marketing lien ket, thudng xuyen thdng tin va lien he vdi eac ddi tac, giai quyet nhanh nhOng van de lien quan nhu hoa hdng, thanh toan... va nhan eac thdng tin phan hdi ve y kien hay nguydn vpng nhu eau cua ddi tac.
Ngoai ra, eac DN nen thdng tin cho eac ddi tac bang each dang tai tren trang web cua minh hay khi ddi tac dang nhap vao tai khoan eua hp tren trang web. Cd the' gdi tin thudng xuyen eho ddi tac de' cdp nhat cae chfnh sach va ndi dung mdi nhd banner eho mpt ehddng trinh eg the', heae 1 su kidn nap dd...
- Dieu chinh ehddng trinh thudng xuyen
Cac DNBL can phan tich dupe ddi tac nao dang lam viec hieu qua de' cd phddng thdc hd'trp va xay ddng marketing quan he vdi cae ddi tac. Ra soat lai cac chfnh sach va ndi dung dda ra chda hdp ly, chua hieu qua.
Trong qua trinh trien khai ehUdng trinh, khdng tranh khdi viec cd nhdng ddi tac thdc hien khdng dung theo quy dmh, hoac cd nhdng giao djch khdng hpp le, hoac eu nhap chudt gian lan de tfnh tien hoa hdng... Do vdy, cac DNBL can nam bat eac boat ddng Ida dao de phdng va tranh (hien nay cae cdng eg theo ddi va phat hidn gian ldn da cd) nham bao dam hieu qua cua ehddng trinh va tiet kidm thdi gian quan ly.
Ket lu^in.
Viec dng dgng marketing lien ket d cae DNBL Idn tren the gidi het sdc phat trie'n, dac biet d mdt so qudc gia nhd My, cac nddc Chau Au... LTnh vdc nay da thu hut hang trieu DN tham gia, td DN Idn tdi cac DN mdi thanh lap. De' dng dung marketing lien ket, cac DN tren the gidi da thdc hien tdng bddc va md hlnh hda qua trinh thdc hien. Tuy theo quy md va ITnh vdc boat dpng mdi DN da chpn cho minh nhOng bien phap phu hdp de thiet lap ehddng trinh cung nhd dda ra cac quy dmh, chfnh sach va cung cap npi dung. Viec dng dung mar- keting lien ket d Viet Nam mdi chi xuat hien d mdt so DNBL va hoat dpng thdc sd chda hieu qua.
Qua nghien edu, phan tfch tlnh hlnh dng dung marketing lien ket cua cac DNBL Idn the gidi va trie'n vpng eua eac DNBL Viet Nam, tac gia co gang rut ra mdt so bai hpc kinh nghiem nham giup cac DNBL Viet Nam nam bat dupe cd hdi va vupt qua thach thdc trong viec van dgng boat ddng marketing lien k e t ^
Tai lieu tham khao
1. Evgenii Prussakov (2007); A Pratieal Guide to Affiliate Marketing: Quick Reference for Affiliate Manager & Merchants; AM Navigator LL.
2. Bruce C.Brown (2008); The Complete Guide to Affiliate Marketing on the Web: How to Use and Profit from Affiliate Marketing Programs; Atlantic Publishing Company.
3. Nguyen Khang (2013); Bi quydtthanh cdng eua Amazon - thuang hieu thuang mai dien td, Tap chf kinh doanh.
4. Blnh Nguyen (2013), Lazada.vn lan dau tien gidl thidu chuang trinh tlep thj lien ket, Bao 24h.
Summary
E-commeree has experienced considerable progress in recent years in Vietnam, attracting the participation of many foreign and local enterpris- es, especially those in the retailing sector. Besides bricks-and-mortal, Vietnam retailing firms have started selling online. However, their awareness and experience of online business as well as affil- iate marketing still remain limited. For this reason, researching the application modes of affiliate mar- keting in the worid to put it into practice can help Vietnam enterprises increase their sales and improve their competitiveness amidst the integra- tion context.
