DOAHHHGHltP-DOAHHHHAH
Xay difng va phat trien thiTdng hieu
cho cac doanh nghiep dan nhdt fi Viei Nam
• PGS-TS. NGUYfeN X U A N MINH - Lfe T H A I ANH Dai hpc Ngo^i thUkfng
(Tiep theo so 8/2012)
3 . Gidi p h d p xdy dU^g vd p h d t t r i ^ n thitttag h i ^ u cho cdc DN ddu n h d t
Gidi p h d p h o d n thi^n h#
t h o n g nhgn di^n thtCtfng hi^u.
i Cdi lien mdu md san pham:
+ Xdc dinh nhu cdu thi trUdng de dUa ra thlet ke mdi.
+ ThUc hien cai tien mdu md.
+ DUa vdo thi trUdng vd ddnh gid.
ii. Hodn thien he thdng truydn thdng ddi ngoai.
+ Hodn thien he thd'ng trang web ciia Cty.
+ 0 n g dung mang xd hdi, m a n g chia se thdng tin trUc tuyd'n trong cdc boat ddng truyen thdng.
Gidi phdp phdt trien he thong phdn phoi
Lap chie'n lUpc phdt trlen mang lUdi trong 1 nam, 3 nam vd 5 nam.
Vdi sd dd vd chien lupc cy the, dpi ngu kinh doanh vd phdt trien dai ly se tien hdnh dl khdo sdt vd ve sd do tdng the thUc te de xdc dinh cdc van de chinh.
Tien hdnh viec tiep can vd trao ddi vdi tUng diem b d n de
4 4 1 THOONG MAI S5 9/2012
I rao ddi nhUng dic'iii cjiiaii trpng.
Ihicl lap d a n h sach cdc dirin i);in dd dtfpc quydt djnh trd Ihanh nha phan phdi ciia DN ddu nhdt va (liuycn sang phdng Marketing dc' lien hdnh (;ic cdng vice (iiiiing bd thUdng hlpu tal dicm bdn.
Anh minh hoa
Nhdm. gi&i p h d p v^ Marketing tong hgp
Sdn phdm;
+ Cdi tien sdn phdrru Cdn xdc dinh vdng ddi s d n p h ^ m cho tUng n h d m s d n p h a m : dd'i vdi nhtfng sdn pham dai trd vdng ddi sdn p h a m thudng ngdn, chi 1 2 ndm. Trong ngdnh ddu nhdt. do ddc thu Id ngudi tidu dung chi cdm n h d n qua hoat ddng cua xe.
vi vdy. yeu td cdng nghe de cdi
tldn sdn p h a m Id yeu 1(3 quan trpng n h d t vd viec truyen dat thdng diep qua sdn pham trtfc quan ddn ngUdl tieu diing do chinh la nhdn sdn pham va bad bi. Tien hdnh cdi j i c n : difa trSa ddng ddi sdn phdni cua ttfnfl nhdm dd tien h a n h cai tien: eong nghe. n h d n . bao hi Cac bifda
thUc hien cdi lien: i H Phdng Marketing lay sd llii|
tu thi trUdng vd thong qua bin theo ddi vdng ddi san pham de ydu cdu cdl tien.
Phdng Marketing va phdng ky thuat san pham phdi hdp de cai tie'n bao bi. nhan, cdng nghe.
GUi mdu sdn pham cdi tien sang bd phan \sy thuat t a p dodn me de kiem duyet.
DUa sdn pham cai Uen ra thi trUdng.
Gtdcd '*' Ndi dung cfden lUdc:
Nghien cUu vd xdc dinh lai c h i e n lUdc gid ciia cdc doi thii c a n h t r a n h d cung phan khue, xdc dinh chien lUdc gia cho tUng p h d n khue sdn pham.
d d n h gid chien lUdc gid vd tien h d n h didu chinh.
Cdeh thdc thUc hien: Lap bang do gid thi trUdng cho cdc sdn p h a m ddu nhdt dang cd fren thi tnfdng: t a p h p p cdc sdn pham c a n h trsuih chii yeu md thifdng hieu hudng den; xdc dinh p h ^
khue chien lifp'c trong cliien kfp'c gia, de hoach dlnh chien lUdc gia cac sdn pham phu hdp dUa trdn bang dd gid; bdng dd gid dUpc lap trdn cd sd thu t h a p dU lieu gia bdn le cua cdc dd'i thu trdn thi trUdng. Sau dd lap bdng theo 2 tieu chi gid vd c a p dp nhdt (tieu bieu cho chat lUdng cdng chinh Id phdn khue md s d n pham cua thUdng hieu ddu nhdt do hudng den), xdc dinh cdc s d n pham xuat hien trong cung phdn khiic vd gid cd de xdc dinh gid canh trarth; c a n ddi chi phi vd gia thdnh de n h d m muc tidu canh tranh vdi cdc san pham cua doi thu trong p h d n khue myc tieu; dieu chinh chien lUpc gid theo tUng giai doan thdi vu cua nam. ThUc hien dieu chinh trong nhiJng miia klnh doanh t h a p diem de md rdng thi trUdng. Lap chien lUdc gid Unh boat giUa cdc ddi tupng khdch hdng.
Phdn phdi
Thiet lap h e thdng k d n h phan phdi vdi cy the cdc k d n h phan phdi gdm: n h d p h d n phdi
cap 1. nha ban budn (cap 2), nhd bdn Id. He thdng nhd p h a n phd'i cap 1 gdm: cdc DN p h a n phdi cd quy md. cd tidm nang ve klnh te. n h a n lUc, thdng thudng d moi tinh phdi cd tdi thieu 1 nhd p h a n phd'i cap 1 vd phdi Id n h d p h a n phdi ddc quydn. He thd'ng nhd bdn budn bao gdm:
cdc diem bdn ddu nhdt vd phy tung xe, cdc diem kinh doanh ndy cd the ddc quyen hoac khdng ddc quydn thUdng hieu dau nhdt. Nhd bdn le bao gdm tat cd cdc diem bdn Id, diem rUa xe, sUa xe trdn todn qud'c.
Viec qudn ly diem bdn theo c a p bdc se giup DN kiem sodt dupe thi trUdng, t r d n h tinh t r a n g c a n h t r a n h khdng Idnh m a n h d d n d e n triet tieu diem b d n Idn nhau.
Xuc tien bdn hdng
Cdc DN ddu n h d t n d n chu trpng vdo mdng truydn thdng de phdt trien thUdng hieu. Cy the:
dp dung k e t hdp phUdng 2 phUdng thUe truyen thdng trdn
DOAHHHGHIIP-DOAHHHHAH
•
tuyen (Above the line) - truyen thdng dai ehiing; va truyen thdng dudi tuyen (Below the line) - truydn thdng bdng sU kien, PR.
TniySn thong tren luyen ndi dung vd phUdng thUe thUc hien gdm:
- SU dyng so Heu nghien cUu khoa hpc vd dang tin cay: ThUc hien viec nghien cUu vd dp tin cay ciia cac hinh thUc qudng cdo thdng qua mdt sd td chUc nghidn cUu thi trUdng cd uy tin tai Viet Nam nhu AC Nielsen, Com- score... Theo dac thu cua thUdng hieu trong ngdnh ddu nhdt ma cd the ydu cdu cdc Cty ndy khdo sdt theo yeu cdu rieng vd: Dd'i tupng tie'p n h a n thdng tin, cdc phUdng thUc qudng cdo tai cdc showroom bdn xe, cdc sdch bdo tap chi thudng dUdc dpc tai cdc diem rUa xe thay nhdt. SU dyng so lieu nghien cUu dUde cdc td chUe nghidn cUu thi tnfdng cap n h a t hdng n a m ve phUdng thUc 'iieu qud nhdt.
Tap trung sU dung cdc phUdng thUe hieu qua nhdt theo sd lieu da ed: Phdng Marketing lap bdng ke hoach vd ngan sach thUe hien dd'i vdi boat ddng truydn thdng trdn tuyen tU cudi nam hien tai, ddu nam tiep theo.
Trong dd chii trpng nhifng van de sau. Phdn bd ngan sdch: 80%
ddnh cho 3 hinh thUe hieu qua nhat, 20% cho cdc phUdng thUe hieu qud tiep theo. Vi dy ndm 2010, sd heu eho thay cdc hinh thUe truyen thdng trdn tuye'n hieu qua n h a t Id: qudng cdo truydn hinh, bdo chi, quang cdo tren internet, thi ngan sdch ndm 2011 se ddnh cho 3 hoat ddng ndy phai chiem 80%.
' Phdng Marketing td
THOONG M9I So 9/2012 1 4 5
DOAHHHGHItP-DOAHHHHAH
chUe cac budi Brain- storming cic ra nhUng y lifdng mdi cho thifdng hieu tronu tifng giai doan. To ciufc san xiial:
Phdng Marketing i)iiol hpp vdi l)lionn cung ifiii; lo chii'i iii(< than chpn C"ly qiiang cao iiy lin viH mtfc chi phi hop ly tie thiK iilcn cac y itfdng quaniL; c i o thanh c;ic thiol kc in ;in. doiui phim quang cao. Dang lai (iiiant; cao: phdng Markcling lien lie cac cd quan bao clu, dai Iniycn hinh dc n h a n bao gia \ a ky iipp ddng dang lai. in an.
Danh gia iiicii (jua cac hinh thifc qudng cao: Hieu cjiia liic hien hAng vicM' lang doanh so b a n hang: (l;iy chinh la hidu qud de dang n h a n biet bdng sd lieu do phdng kinh doanh cung cdp sau mdt thdi gian thUe hien cdc hinh thUc qudng cdo. Thdng thudng khoang 1 n a m mdi thdy rd sU tdc ddng chdnh lech. Hieu qud the hien bdng viec n h a n dien thUc^g hieu ctia ngUdi tidu dung. Day la hieu qud tdc ddng vd hinh ma chi khi thUe hien khdo sdt mdi ddnh gid dUdc.
Truuen thdng dUdi tuuen ndi dung, phUdng thUe thUe hien gdm:
+ Chu trpng quan h^ cdng cluing: Ciic boat dpng mang tinh hd lip ngifc:fl lieu clung vc- kldn thifc lifa chpn va si'f dung chiu nh((l. Vi dy: hi clufc hOl thi thay nhdt. hpi Ihl each nhan dl$n vc*
(l:ni nhdt cho ngUdl lien diing vdi t h a n h ph:in tham gia Id: cac chuyc'Mi gia vc'- dau nhdt ciia DN.
Ciic ky Ihiial vien tif c;ic hdng xc- may. Irung lam ky Ihual. Pham vl llufc hien tal rue t h a n h phd Icfii tap trung dong ddn eif. Cdc hinh thUc nluf vay dU<?c U) chtfc moi t h a n g mot lan. ludn phidn tif Nam chi H;'ic
+ Tham gla hpi chd trie'n lam xe vdi Ciic hdng xe d a n h tidng:
tren ed sd hpp tac vdi cdc bdng xe danh tidng. Cdc DN cdn tham gia qudng bd thUPng hieu ctia minh cung vdi cdc hdng xe ndy.
Hdng nam. Viet Nam cd khodng 4 hdi chp mang tdm cd qud'c gia nhU: Hdi chd ctia VAMA (hiep hdi cdc nhd s d n xudt xe O td Viet Nam Vietnam Automotive Manufacture's Association), hdi chd xe mdy dtd vd phy kien, hdi chp xe NK, hdi chp trien ldm phy kien d td xe may.
Hoat ddng tmydn thdng ddng
vai trd truyen tdi thdng diep thUdng hieu ddu nhdt den vdi ngUdl lieu dung, do dd viec chu trpng xdy dUng mdt ke hoach truyen thdng bdi bdn vd hieu qud gdp phdn xdy dtfng vd phat trien thUdng hieu ddu nhdt theo dung hudng dd dinh.
Thi trUdng Viet Nam danh cho ngdnh ddu nhdt Id rat tiem nang, the hien d viec ngdy cang CO nhleu dd'i thu canh tranh trong linh vUc nay. Cdc tap doan Idn trdn the gldl dang nhdm den vlpc chiem linh thi trUdng tiem n a n g nay. Vide nghidn cUu each thUc xdy dUng vd phdt trien thUdng hieu ddu nhdt cho cac DN tai Viet Nam sd phdn nao gidi quyet khue mdc ve thUdng hieu cho linh vUc thien ve ky thudt ndy. NhUng tap doan ddu nhdt trong vd ngodi nUdc mdi gia n h d p thi tnfdng Viet Nam gid ddy dd ed mdt cdi nhin toan dien hdn vd phUdng thUc phat trien thUdng bleu ciia minh de cd the dUng vUng trong nganh kinh doanh c a n h tranh ddy khde liet nay •
PHAT TRIEN...
(Tiep theo trang 43)
dp life c a n h t r a n h vdi cdc nhd bdn Id nUde ngodi sc tao ndn mdt ddng lUc thuc day cdc DN bdn Id trong nUde khdng ngUng cdi tien vd phdt huy nhUng the' m a n h rieng vd'n cd ciia minh.
Mat khde, cdc nhd bdn Id trong nUdc cdn lidn k e t vdi n h a u de md rdng n h a n h m a n g lUdi vd tan
dyng Ipl the c a n h t r a n h cua cdc ben cung phdt tridn; tang cUdng lien ket chat che vdi cdc nhd sdn xud't c\e hinh t h d n h mdt he thd'ng p h d n phdi thdng sudt.
ddng bd tao t h d n h nhtfng cdnh tay ndi ddi vUng chdc. tU dd tao ndn lUe phdt trien m a n h me cho cdc nhd bdn Id Viet Nam.
Nhdc de'n cd hdi cho cdc nhd bdn Id Viet Nam cdn nhdc d e n he thdng internet, m a n g xd hdi vd dien thoai dl ddng vdi khd
n a n g phdt trien thUcJng mai dien tU mdt cdeh tfu vlet so vdi cac hinh thUc bdn h a n g khde.
Cdng d d n g DN bdn 1^ cdn xdc d i n h p h d t trien nganh p h d n p h d i / b d n le hien dai vdi bleu sudt cao Id con dUdng duy n h a t de t i e n d e n thi brifdng p h d n phd'1/bdn le canh tranh ciia m d t n d n k i n h te' phdt tnen va hudng tdi ngUdi tieu dung vdi t r i e t ly k l n h d o a n h "Vi xa hdi vd cdng ddng" •
4 6 1 THOONG MAI S5 9/2012
