iMghien ciiu - Trao ddi fj-:
PGS TS Nguyin Thj Lan Thanh Trudng Dai hoc Van hda Hd Noi
Trinh bay nhiing van de ly ludn co bdn v6 chien lucre marketing trong thu viin vd CO quan thdng tin bao gom: dinh nghia ve chien luoc, chien luoc marketing, chien luoc marketing hdn hifp vd vai tro cua chiln luoc marketing.
1. Khai quat vA chien luge va chien luge marketing
1.1. Chien luoc Id gi?
Thuat ngu chien luge bit nguon tu tieng Hy Lap Strategos gdm hai t i ghep lai "Stratos" (quan ddi, biy dpan) va
"Agps" (lanh dao, dieu khien). Thuat ngu chien luge dugc su dung trong rit nhieu linh vuc, trade het la trong linh vuc quan su. Sau dd la trong cac linh vue quan ly kinh te, kinh doanh, trong cac td chuc va cdng ty ndi ehung.
Nhidu ngudi eho rang, chien luge la ke hoach Idn dai han; chien lupc la viec xac dinh nhung mue tieu co ban cia doanh nghiep va thuc hien chuong trinh hanh ddng cung vdi viec phan bd cae ngudn luc cin thiet de dat dupe nhing muc tieu ay; chien luge la phuong thie ma cae doanh nghiep su dung de dinh hudng tuong lai nham dat dugc va duy tri nhing thanh cdng. Cung ed tac gia chp ring chien luge la mdt chuong trinh hanh ddng tdng quat, dai ban hudng hanh ddng cua toan bd dpanh nghiep tdi viec dat dugc cae mue tieu da xac dinh [3].
T i nhung quan niem tren cho thay, thuat ngu chien luge kha phic tap va chua ed su thdng nhat mdt each hieu chung nhit ve thuat ngu nay. V6 phin minh, tac gia cflng xin neu quan niem cua minh ve chien luge cua td chic ndi chung trpng dd cd thu vien va co quan thdng tin'.
Ve ^ tudng: chien luoc duac coi Id tdm nhin. Id dinh hudng cho sir phdt trien cua mot td chiic trong tuong lai.
Ve hinh thuc bieu Men cua chien luac: Id mot van bdn, trong do niu nhiing muc tieu ddi hqn vd cdch thiic thifc hien nhiing miic tieu do trong tuong lai cua mot to chiic.
Ndi mot each tdng quat thi chien luge dugc hieu la tdm nhin bao quat nhiing mi^c tieu ddi hqn vd cdch thiic thiec hien nhiing muc tiiu do trong tuong lai duac the hien dudi hinh thiic van bdn ciia mot to' chiic
1.2. Khdi niem chien luoc marketing trong thu vien vd ca quan thong tin
Tuong tu nhu khai niem chien luge
tit day su dung tiiuat ngii thu vign de clii cliung cho cunt tu thu vien va c<y quan thong tm THONG TIN vd TUtlEU - 3/2013
tVghien ciiu - Trao ddi
ndi chung, khai niem chien luge marketing cung duoc nhieu ngudi hieu theo nhidu each khac nhau. Dai da sd deu cho ring: Chien luge marketing la mot chien luge bp phan trong chien luoc chung eua td chic [1, 2]; la mdt he thdng luan diem logic, hgp \^ lam can c i chi dap mdt don vi td chuc tinh toan each giai quyet nhung nhiem vu marketing c i a minh [4, 5]; Chien luge marketing bao gdm nhung chien luge cu the dd'i vdi cac thj trudng muc lieu, chi ra ngudn luc cua td chic nen dugc s i dung nhu the nao de dat dugc nhing mue tieu...
Nhu vay tdng hgp nhing diem chung nhat eua cae dinh nghia tren ed the hieu chien luge marketing c i a mdt td chic ndi chung va eua thu vien ndi rieng nhu sau:
Chien luoc marketing Id: mot bo phqn ciia chii'n luac td chiic bao gom cdc muc tieu marketing, cdc gidi phdp thuc hien vd mdt chuong trinh hdnh dong cti the cd tinh den cdc nguon luc de thiec hien cdc miic tieu de ra.
Trpng dinh nghia nay cin luu y cac diem sau:
Mue tieu marketing la mue tieu phai dam bao: cu the, dp ludng dugc, kha thi, thuc te va dung thdi han.
- Tiy thudc vap mue tieu dat ra se xac dinh cae giai phap phi hgp de thuc hien cae mue tieu da de ra.
- Viee thue hien chuong trinh hanh dpng khdng the tach rdi ngudn luc can thiet.
2. Phan loai chi6'n luge marketing Cd rat nhieu loai chien luge marketing.
Vi du: chien luge marketing theo v| the canh tranh, chien luge marketing theo ma tran Ansoff, chien luge marketing hdn hgp, chien luge marketing thep cac pha cua chu ky sdng eua san pham...
Cae loai chien luge marketing neu tren lai dugc chia thanh cac loai marketing nho hon. Cu the:
a) Theo vj the canh tranh cd cac kieu chien Itrgc marketing sau: cac chien luge marketing c i a cac cdng ty din dau thj trudng; cac chien luge cia cac cdng ty thach thie, theo sau va nup bdng thj trudng.
b) Theo ma tran Ansoff cd cac kieu chien luge marketing sau: chien luge tham nhap thj trudng, chien luge phat trien thi trudng, chien luge phat trien san pham va chien luge da dang hoa san pham
c) Theo chien luge marketing hdn hgp (marketing-mix) ed cae kieu chien Imje marketing sau: chien luge san pham, chien luge gia ca, chien luoc phan phdi (dia diem), chien lucre miyin thdng...
d) Theo eac pha (giai doan) cua chu ky sdng cua san pham ed eac chien luge marketing sau: Cac chien luge markering trong giai dpan tung hang hda ra thi trudng hay giai doan gidi thieu san pham; Cac chien luoc marketing trong giai doan phat trien san pham; Cac chien luge marketing trong giai doan san pham chin muoi;
THONG TIN v a TU U l U - 3/2013
Mghien cuu - Trao ddi
Cae chien luge trong giai doan suy thoai eua san pham [6].
Ddi vdi thu vien, cac loai chien luge thuong dugc s i dung la chien luge marketing theo ma tran Ansoff hoac chie'n luge marketing hdn hgp.
Trong khudn khd eua bai viet nay tac gia chi xin de cap den chien luge mar- keting hdn hgp.
3. Chien luge marketing hdn hgp De hieu ve chie'n luge marketing ndi ehung va chie'n luge marketing hdn hgp ndi rieng, cac thu vien cin hieu biet diy du ve cdng cu marketing vi ching dugc xem la cae cdng cu de lap ke hpach va thuc hien chie'n luge marketing.
Cac cdng cu marketing co ban bap gdm: san pham (product), gia ca (Price), phan phdi (Place) va trayen thdng (prpmotion). Ngpai cac cdng cu hiiydn thd'ng tren, cae nha nghien ciu markering edn chp ring cd the bd sung them eac cdng cu khac. Vi du: gin day trong marketing hdn hgp ddi vdi cac nganh dich vu (trong dd cd thu vien) ba cdng cu khac dugc xem xet do la eon ngudi (People), minh ching vd co sd vat chat (Physical envidenee) va quy trinh (Proccess).
Sdn pham (Product) trpng thu vien, thdng thuong cac san phim thu vien dugc hieu la cae sin pham do thu vien tao ra nhu: he thd'ng mue luc, thu muc, CO sd d i lidu, ban tm dien t i , tap chi tdm tit... nhd qua trinh x i ly thdng tin.
Song dudi gdc dp markering thi san
pham thu vien dugc nhin nhan d hai khia canh.
Thii nhdt, khdng chi la tat ca eac san pham do thu vien tao ra thdng qua qua trinh x i ly thdng tin ma edn bao gdm tat ca cae loai tai lieu do thu vien mua, trao ddi, dugc bieu tang... ndi mdt each khac bap gdm tat ca nhung gi lidn quan Ain viec cung cap tdng the trpn gdi cac Igi ich vd thdng tin khac nhau ma ngudi ding tin (NDT) cin, nhim thoa man nhu ciu, mong mudn cua hp.
Thii hai, khi xem xet mot tdng the trpn gdi cae Igi ich ma NDT nhan dugc khi s i dung san pham thu vien thi eac sin pham thu vien tren lai bao ham ca dich vu thu vien, bdi ching khdng the tach rdi dich vu thu vidn. Ndi mdt each khac, thu vien phai su dung cac san pham nay de thue hien dich vu thu vien nhim dap i n g nhu can tin c i a NDT. Vi du, khi thue hien cac dich vu cung cap tai lieu, dich vu tra ciu khdng the thieu tai lieu hoac co sd du lieu...
Nhu vay, dudi gdc dd marketing trong thu vien thi san phim dugc coi nhu la dich vu. Ndi mdt each khac khi ndi den sin pham la bao ham ca dich vti.
Trpng cae cdng cu marketing, san pham ddng vai trd quan trgng: la yeu td diu tien mang lai kha nang thu h i t NDT neu nd dam bao cac Igi ich ma NDT can tim; la yeu to g i i p thu vien dinh vi vi tri cua minh trong nhan thie cua NDT vd cac gia tri dich thue eua san pham. Day cung la yeu td khd
THONG TIN va TU tIEU - 3/2013
thay ddi trong mdt khoang thdi gian nhat djnh
Gid cd (Price): Thu vien la noi cung ca'p dich vu cdng cpng va la co quan phi Igi nhuan cho nen viee xac dinh gia chp sin phim thu vien la mdt van de het sic khd khan. Cach tiep can truyen thd'ng thi eho ring san pham thu vien la san pham tinh thin va vd gia. Hudng tiep can hien dai thi lai cho rang, neu khdng dinh gia eho san pham thu vien thi NDT se khdng nhan ra gia tri c i a san pham.
Khdng nhing vay viee dinh gia eho sin phim edn phai tinh den nhieu khia canh khac nhau: san pham nao cin dinh gia, san phim nao miln phi, gia ca cap hay thap chp cae Ipai san pham khac nhau hay cho san pham cing Ipai nhtmg ed cac dd'i tuong NDT khac nhau s i dung;
Gia ca dugc xae dinh dua tren chi phi nhing ngudn luc nap? (cia thu vien, eua ban than NDT).
Yeu td gia ca la yeu td t h i hai ed vai trd quan trpng trpng viee thu hit NDT den s i dimg san pham c i a thu vien. So vdi san phim, yeu td nay linh boat, d l thay ddi hon nen trong nhieu trudng hop nd quyet djnh tang lugng NDT den vol thu viSn.
Phdn phdi (Place): Trong thu vien phan phdi la phuong thie cung cap cae san pham den tay NDT. Cd nhieu phuong thic phan phdi khac nhau: phan phdi tai dia diem eua thu vien, phan phdi thdng qua mang internet va phan phdi qua buu dien.
Phan phdi ddng vai trd quan trong
trong vide cung cap san phim cho NDT nhanh ehdng va thuan tien. Cd the noi san pham tot, gii ca phai ehang nhung san phim khdng dugc dua tdi NDT thi coi nhu thu vidn ciing khdng thanh cdng trong viec phiie vu NDT
Truven thdne (Promotion): Thuat ngu Promotion dugc hieu la xuc tien.
Tuy nhien xuc rien cung ed the dugc hieu la truyen thdng neu nhu tiep can no vdi nghia hep hon: ban chat cua cac boat ddng x i c rien chinh la trayen tin ve san pham va doanh nghiep tdi khach hang de thuyet phuc hp mua [7]. Trong boat ddng thu vien, x i c tien cung dugc hieu theo nghia la hoat ddng trayen thdng tin ve sin pham thu vien cho NDT. Bdi vay, cd the coi hpat ddng x i c tien la boat ddng traydn thdng mar- keting bao gdm cac cdng eu truyen thdng tin (nhu: quang cao, marketing true Uep, khuyen mai va quan he cdng ehung) ve san pham den ngudi dung tin, g i i p cho viec trao ddi dugc thuc hien td't.
Yeu td truyen thdng la yeu td khdng the thieu neu nhu thu vien mudn ngudi ding tin biet vd san pham cung nhu chat lugng cua nd ed trong thu vien.
Con ngudi (People): Trong moi hoat boat ddng, trong dd cd hoat ddng thu vien, yeu to con ngudi la yeu td quan trong nhat quyet dinh su thanh bai cia hoat ddng. Yeu td con ngudi d day dugc xem xet tren hai dd'i tugng: can bp thu vien va NDT. Can bd thu vien duong . nhien la thanh phan hien dien de thi^c hien cac sin pham thu vien. Ddng thdi
THONG TIN v a TU UEU - 3/2013
Silghlen ciiu - Trao dd
NDT cung khdng the thieu khi chinh hp khdng chi la thanh phin s i dung ma edn la thanh phin tham gia vap viec thuc hien san pham dd. Vi du: NDT phai thue hien dich vu mugn tai lieu tai kho md hay tien hanh dich vu tra ciu tai lieu... nhu vay NDT ed hai vai trd vita la ngudi tiep nhan san phim via la ngudi true tiep thuc hien san pham.
Ddi vdi can bd thu vien, nhung dpi hoi cin thiet phai cd la cac pham chat ve chuyen mdn va pham chit vd dao d i e nhu yeu ciu trong tieu chuin nghiep vu cdng chic nganh van hda - thdng tin ddi vdi can bd thu vien cung nhu nhiing tieu chuin ma nha nude yeu ciu dd'i vai can bd, cdng chic ndi chung trong Luat cdng chic.
Ddi vdi NDT, viec diu tien ddi hdi d hp la phai hieu biet ve thu vien va cd ky nang s i dung cae san phim thu vien cflng nhu tham gia vao qua trinh thuc hien cae san pham dd.
Quy trinh (Process): Trong thu vien thiet lap rit nhieu cae quy trinh cho hoat ddng. Vi du: quy trinh bien span thu muc, mugn tai lieu, quy trinh tra ciu tin, quy trinh phd bien thdng tin...
Tuy nhien dudi gdc dp marketing ngudi ta c h i trpng hoan thien cac quy trinh boat ddng lien quan B-ue tiep tdi NDT nhu; quy trinh muon tai lieu, quy tiinh tta ciu tin, quy trinh phd bien thdng tin ... nham gay duoc an tugng (thien cam) vdi NDT vd mdt phuong thic lam viec cd hieu qua, dam bap rit ngan thdi gian, sic luc va chi phi phiac vu.
Bieu kien vat chd't (Physical evidence): Di^u kien vat chat bao gdm tda nha, cae phuong tiSn de thuc hien djch vu, cac dieu kien, tien nghi... la noi giap tiep giia can bd thu vien va NDT. Mdt thu vien dugc thiet ke hien dai trpng mdt khdng gian rdng rai, bd tri he thdng phdng doc, mugn thoang mat, diy d i anh sang, tien nghi, cd chd giai lao, cay xanh va bdng mat... chic chin se dem lai in tugng manh cho NDT va thu hit hp den s i dung thu vien. Cd the ndi, day la yeu td quan trpng cin dugc thiet ke phi hgp de dem lai hieu qua cho hoat ddng marketing c i a thu vien
Tat ea cae cdng cu neu tren dugc thu vien s i dung de thue hien boat ddng marketing. Ddng thdi, tiy tung muc dich dat ra ma eac thu vien cd the ehpn eac cdng cu don le de thue hien chien luge marketing. Vi du: Cd thu vien chi su dung cdng cu san pham de thue hien chien luge sin pham hoac ed thu vien lai cin cdng cu tmydn thdng de thue hien chie'n luge traySn thdng. Song ttong thuc te ngudi ta thuong s i dung phdi hgp eing mdt lie eac cdng cu: san phim, gia ca, phan phdi, truyen thdng, con ngudi, quy trinh va dieu kien vat chat... de thuc hien chien luge marketing va khi ay chien luge marketing dugc gpi la chien luge marketing hdn hpp.
Nhu vay ed the hieu, chie'n luoc marketing hdn hap Id chie'n luoc, trong do Cling mot liic sii dung pho'i hap (dong thdi) cdc chien luac chuyen biet:
sdn pham, gid cd, phdn phdi, truyen
THONG TIN va TUUEU - 3/2013
if^lghiSn ciiu - Trao dc.
thdng, con ngudi, quy tiinh vd dieu kien vdt clid't... nham thuc hien cdc iniic tieu marketing dd dat ra.
4. Vai tro ciia chien luge marketing Chie'n luge eua mdt td chue bit ky trong dd ed thu vien va co quan thdng tin ddng mdt vai trd vd cing quan trpng. Nd chi ra phuong hudng hSnh ddng, each thuc thue hien dem lai su thanh cdng eho td chic ma khdng lang phi ve thdi gian va ngudn luc. S P vdi chien luge chung cua td chic, chien luge marketing nhu tren da neu la chie'n luge bd phan. Cac chie'n luge bd phan cflng ddng vai trd tuong tu nhu chien luge chung c i a td chic nhung d rniie dd nhd. Vi du: chien luge marketing djnh hudng cho bd phan marketing; chien luge gay quy dinh hudng cho bd phan gay quy va xin tai trg... Tuy nhien, trong mdt don vi hpat ddng dich vu thi vai ttd c i a chien luge marketing vugt ra ngoai pham vi c i a mdt bd phan c i a td chic vi nd giip cho cae td chic trong dd cd thu vien ludn ludn d vi the chu
trudng, dinh hudng duge su phat trien trong tuong lai va khang dinh dugc thuong hieu eua minh trong long cdng chung (NDT).
Trong chien luge marketing, chien luge markeUg hdn hgp ddng vai trd nhu mdt td hgp chien luge marketing. Dieu dd cd nghia la nd mang sic manh tdng hpp eua tat ea cac chien luge marketing don le (chuyen biet) giip cho td chuc ndi chung va thu vien ndi rieng dat dugc tat ea cac miie tieu marketing tir san phim, gia ca, dia diem cho den truyen thdng, con ngudi, quy trinh va dieu kien vat chit...
Chinh vi chien luge ndi ehung va chien luge marketing ndi rieng ed tac dung Idn nhu vay cho nen trong linh vuc quan ly, cac td chiic cin nhan thiic sau sic mdt chan ly khach quan, dd la:
ngay ea khi boat ddng cua td chuc dang tien trien mdt each td't dep thi da phai tien hanh hpach dinh chien luge cho tuong lai neu nhu khdng mudn td chic eua minh bj thut lii trudc nhung thay ddi e i a cac td chuc canh tranh.
ddng trudc nhflng thay ddi cua mdi
Tai lieu t h a m k h a o
5. Nguyin Thi Lan Thanh, Hoang Minh 1. Ngd kim Thanh, Le Van Tam. Quan tri
chien luoc: giao trinh. H.: Dai hoc kinh te quoc dan, 2009. 439 tr.
2. Ngd Minh Cach, Dao Thj Ij/linh Thanh.
Quan tri marketing. Ha Ndi: Tai chinh 2009.479 tr.
3. Nguydn Ngoc Huyen. Chien lupc kinh doanh trong nen kinh te toan cau: giao trinh. Ha Ndi: Oai hoc kinh te quoc dan, 2009. 303 tr
4. Nguyin Thj Lan Thanh, Pham Bich Huyen... Marketing van hda nghe thuat: giao trinh. Ha Npi: Dai hoc quoc gia, 2009.170 tr.
Khanh... Nang cao tinh chuyen nghiep cua hoat ddng marketing ddi vdi nghe thuat bieu dien trong thdi ky hdi nhap. De tai cap bo. Trudng Oai hpc van hda chu tri de tai, 2011.211 tr.
6. Philip kotler. Ivlarketing can ban/ ngudi djch: phan Thang, VO Thj Phuong... Ha Npi:
thdng ke, 1994 543 tr.
7. Tran minh Dao. (Marketing can ban: giao trinh. Ha Ndi: Giao due, 2006. 206 tr.
28 THONG TIN va TU UEU - 3/2013
