QUAN TRI KINH DOANH
MARKETING THONG QUA MANG XA HOI
M O T HirdiNG T I E P THI QUANG CAO Mlill CHO CAC DOANH NGHIEP VIET NAM
Nguvlh Hoang *
Ngdy nh$n: 26/03/2012 Mas6:2.MHJ
Td Mida: Marineting, mpng xd hdi. tidp thi quing cdo, hudng dl cho tidp thi eua doanh nghipp w i ^ dng vdl nhQng tidn bp cua khoa hpe ki thupt. ty Ip ngUdl sO dpng Internet tdng theo cdp sdnhdi
Tr dpc bipt li d cdc nude dang phit tridn nhU Vipt Nam. Internet da mang ddn cho con nffUfi mdt thd gidi tri thOc. kdt ndi con ngudi d khip mpi ndi. xda bd khoing cich dia 19 vi cde rdo f^M tidp eda con ngUdi trdn thd gidl. Tidp e$n Internet, con ngUdl bidt ddn mpng xa hpi nhu mCi cpngim md d dd chung ta cd thd kdt ndi bpn bd, trao ddi vi trii nghipm. quing bi hlnh inh ci nhdn haym ty... Cic trang mpng xa hpi nhu faeebook. twitter, blogs... davd dang thu hOt hing trdm tripu ngJoB dpng. tmy cpp vd ddn trd thinh mpt cdng cp qudng bi. mpt hlnh thOc mariieting mdi dua hlnh an/|d edng ty ddn vdi khdeh hing, ddl tie. d dd. thuang hi$u. sdn phdm vi ngudi tidu dung tuang tdc4^
vdi nhau trdn ea sd nidm tin vi cic gii tn edt lot... Thdng qua phdn tfch 125 cdu hdi, bdi vidt da ch thay Idng tin, mOc dd tham gia vi mdi tmdng cPng ddng io Id nhQng ydu tded inh hudng quySt din ddn quydt dinh mua hang cOa khach. Cdc kdt qua niy eung cdp eho cic nhi quin tri mariieting mpt s dinh hudng chien lupc tidp thi, xOc tidn marketing cd hidu qui vd glim ehi phf.
Sg.phdt trien cfla edng nghd Web 2.0 da thue diy qua trlnh tuong tde vd chia se dfl lidu gifla nhflng ngfldi tham gia edng ddng mgng dflpc thflc hidn mdt cdch dd'ddng hdn. Mgng xd hdi trd nen gdn gui va pho biln hdn ddi vdi nhieu cd nhdn eung nhu cdc doanh nghidp. Mdi tmdng ndy Id noi kit ndi cdc cd nhdn cd cflng sd thtch thdng qua cdng cu Internet, khdng phdn bi^t thdt gian, khdng gian. d dd, eon ngudi cd t h i tu do chia se, tlm kilm bgn be, doi tde... cde ed nhdn giao tilp vdi nhau theo mdt phUdng thflc khae bidt vdi giao tiep tiuyen thdng, tgo ndn mdt edng ddng t h i gidi do, phd vd mgi ngdn cdch ve l|eh sfl, qudc gia, d|a ]•)/... Ddn gian hdn ed till hilu "mpng xa hpi Id mpt trang Web mi nai dd mpt ngudi cd thd kdt ndi vdi nhidu ngUdi thdng qua vipc chia se Ipi fch cd nhdn, sdf/ifch, quan d/^m..." (Chen etal.. 2010). NhQng ti-ang Faeebook, Blogs, Orkut, Friendster, HI5, YahooSeo, Myspace... dflpc xem Id nhflng trang mgng xa hdi do cd sd Iflpng ngfldi tham gia ddng dao nhlt hidn nay
Ddi vdi doanh nghidp, maketing id elu ndi dUa doanh nghidp din vdi khdeh hdng. Xult phdt tfl vai trd quan trgng cfla maketing eung nhfl nhflng tidn fch trong the gidi mgng xa hdi, maketing trflc tuyen. trong dd cd mgng xa hdi ra ddi tgo ra mdt
KHOA HOC • = = s - = - = - = = ^ : ^ ^ = =
38 ThiAAig M a i
budc ngodt quan trgng ddi vdi hogt ddng quan edo eua doanh nghi$p. Tren the gidi. maketin qua mgng xa hdi da vd dang thuc sfl trd than kdnh quan b'dng thu hflt nhilu doanh nghidp tiiai gia, triln vpng flng dung vd phdt triln cua kdfi qudng edo ndy Id khdng the phu nhdn. Tgi U trudng Vidt Nam, du cdn khd mdi me, song c^
doanh nghidp Vi$t Nam da biet din mgng xd hi nhu mdt kdnh quang cao va tilp th| quan trpni kit ndi doanh nghi|p vd khaeh hdng trong m$tti]
gidi "do". DD sfle lan tda eua loai hlnh maketin ndy rlt Idn, song thMc t l cho tfily cac doan nghi$p Vi$t Nam sfl dgng mgng xa hdi ehfla nliili chl khodng 5.000 doanh nghidp (theo kit tji;
nghidn cflu dUpc cdng bd tgi hdi thao ve Mgng li hdi cho cdc gidm ddc Marketing do Tmng tdi Phdp - Vi|t Ddo tgo v l Quan ly (CFVG) td chflc t Hd Ndi ngdy 10/6/2011).
Nhdn thflc dUdc tlm quan \rpr\g cua van de n^
ddi vdl sfl phdt tiien cfla nen kinh te ndi chung va V cdng ddng doanh nghidp Vidt Nam ndi ridng, l^g da ehgn nghiin eflu t}dl viit "Marketing thdng qi mgng xa hdi - mdt hfldng tiep \h\ quang cdo mdi Ct cdc doanh nghidp Vi$t Nam". Cau hdi nghidn d
• TS.. Trudng 0^1 hpc Thuang m^l
So 47/201
QUAN T R | KINH DOANH
cfla bai v i i t tdp ti-ung vdo thflc ti-gng hogt ddng mar- keting thdng qua mgng xa hdi cfla cdc doanh nghidp Vigt Nam vd giai phdp d l cai thidn, phdt triln xu the ndy? Bdi v i i t nghien eflu nhan mgnh den hdnh vi, quan hd vd moi quan hd cfla cdc cd nhdn, td ehflc khi tham gia mgng xa hdi, dfl dodn xu t h i kinh doanh tmc tuyen, tfl dd gpi md mdt phfldng phdp t i l p cdn marketing mdi tiidng qua mgng xd hdi ddi vdi ede doanh nghigp nflde ta.
1 . C o s d l y l u $ n
Ve ban chat, marketing qua mgng xd hdi Id mdt hinh thfle hogt ddng marketing thdng qua edng eg Internet, tiifldng ggi Id marketing online (hay edn gpi Id e-marketing, internet marketing), mgc dfeh nhdm thdm nh$p edng ddng mgng. trao del chia se thdng tin de h i l u rd hdn ve nhu e l u , th| hidu cda ngfldi tieu dung, tfl dd mt ngdn khodng cdch gifla deanh nghidp vd khdeh hdng cudi cflng. Ndi each khde, marketing online ed phgm vi rdng hdn, bao hdm ca marketing qua mgng xa hdi (social marketing); marketing qua mgng xa hdi ehi id mdt hinh thfle, mdt kdnh quan trgng eua marketing online. Cg t h i , neu nhfl marketing online la qua trinh lam marketing tren mdi trfldng internet, doanh nghidp cd the tdn dung tdi da cdc trang web (cda deanh nghidp vd eua cae td chflc khdc) de tilp thj qudng edo thi marketing mang xd hdi chi Id mgt kdnh tiep th| thdng qua cdc trang mgng xd hdi nhu Faeebook, Blogs, Orkut, Friendster, HI5, Yahoo360, Myspace... Cde phUdng thflc thdng dgng cua marketing tn^c tuyen cd t h i la "quang cdo tnjc tuyen. catalogue didn tfl, thu didn tfl, edng cu tiem k i l m . . . Doi vdi hlnh thfle marinating mgng xa hdi, ndi dung ede thdng tin, video, hlnh dnh...
v l san piiam d|ch vg dang tai se dupc edng dong mang chia se vd phan hdi (binh ludn), vl the ludn cd tinh ddi tiiogi vd tuong tdc. Ddy la mdt t h i mgnh dupe tao ra tfl moi quan hd dgng "cdng ddng do" gifla nhflng thdnh vidn tham gia mgng xa hdi.
Tfl do ed till ttiay, tinh flu t h i efla marinating mgng xa hdi ddi vdi doanh nghidp Id r l t Idn, ddy se la ed sd d i hg Ifla ehpn chien Iflpc marinating eho minh trong hd tiidng marketing t i v c t u y i n .
VI vdy, bdi v i i t nghidn cflu. nhan mgnh vdo dde tinh tiJOng tde vd chia se gifla cde thdnh vidn tiiam gia mang xa hdi - doi tflpng cfla hogt dgng mar- keting tnJe tuyen cfla doanh nghidp, ddng thdi dfla ra cdi nliln da chieu ve phUdng thflc quang cdo ndy Theo cdc nhd nghien cflu. marketing Uidng qua mgng xa hdi cd tinh chien Iflpc ddi vdi sfl tdn tai vd phdt trien cfla doanh nghidp trong thdi dgi so hda hi^n nay De cd t h i thu hflt vd tgo n i i m tin cho
khdeh hdng, qudng ba thUdng hi§u san pham thi khi xfle tien Iogi hlnh marketing mdi ndy eae doanh nghidp can phai chu y den cdc 5 dde diem chfnh cfla mgng xa hdi de tdi uu hda hogt ddng marketing ndy dd Id:
- CPng ddng do - kenh trung gian cho cac hoat dpng tmyen thdng tlep thi
Thflc t l hidn nay eho thay mdt nhdm ngudi da vd dang sfl dgng Internet nhu mdt cdng cg giae t i l p , chia sd thdng tin, the hidn sd thich, lpi ich...
qua mdt kenh trung gian Id mgng xd hpi. Trong mdi tmdng ndy su tUdng tdc lan nhau gifla cde ed nhdn cd the ddp flng dupc nhu c l u efla hp (Ward, 2000). Tuy nhien, kdnh giao tiep ndy khdng gidng nhu heat dpng giae tilp truyen thdng: cdc thdnh vien Idm quen, k i t bgn, d l igi nhflng Idi nhan vdi nhau qua mdt mdi trudng trung gian md d dd. ede thdnh vidn ed t h i biet hodc khdng b i i t nhau, cd the tmy cdp cflng iflc hodc d cae thdi diem khdc nhau. Cde hoat ddng ndy tgo ndn mdt the gidi ao hay mdi trudng do, trong dd cde thdnh vidn giao tiep vdi nhau dfla tren cd sd niem tin va chia se lpi ich. Cde ea nhdn deu cd quyen binh dang va chia se Ipi fch nhu nhau khi tham gia vao san ehoi nay (Barry, 2000). Dieu ndy giai thfch tai sao mang xa hgi ddng vai trd nhu mdt kenh chia se thdng tin quan trgng gifla cac thdnh vidn. Theo nghien cflu cfla Amstrong vd Hagel (1997), hogt ddng chia se thdng tin true tuyen eua cae tde nhdn, ed t h i Id cd nhdn hodc to chflc, id yeu td can thiet dam bao sfl ton tai vd phat trien eua giao djch thfldng mai. VI the, cd t h i ndi mdi trfldng ao khdng ehi mang tinh xd hpi, nd cdn ddng vai trd Id cau noi giao djch kinh te. Trong mdi trfldng dd, tinh tfldng tdc Id nhdn td quan trgng nhat tde ddng d i n sfl thdnh cdng cua hoat ddng marketing trflc t u y i n . Khi sd lupng thdnh vidn tham gia mgng xa hpi dgt den mdt sd Iflpng nhat dmh. mflc dp lan truyen thdng tin, mflc tieu dflng se tang theo cap so nhdn vd Ipi nhudn md doanh nghidp dgt dflpe se Id rat Idn. Gid ti-| kinh te eua hogt ddng marineting thdng qua edng dong ao ndy se cd dupe, the hign qua hdnh vi mua sam ehung eua cdc thdnh vien (Amstrong vd Hagel, 1997). VI vdy cd the khang dmh rang mdi ti-udng do co tde ddng tnJc tilp n h l t dmh d i n hdnh vi mua bdn cfla khdeh hdng Id thdnh vidn tham gia mang.
- Mpng xa hpi- mpt kdnh tiep thi cho hoat dpng marfmOng doanh nghipp
Nhfl da phdn tich, mang xa hdi dflpc h i l u la cdc trang web, tai dd mdt cd nhdn cd the k i t ndi vdi nhieu ngfldi thdng qua viee chia se ipt i d i cd JCHOA Hpc . ' ^
IhiToTng M a i 39
QUAN TRI KINH DOANH nhdn, sd thich, quan dilm sdng, nhdn xdt...
NhQng trang Faeebook, Blogs, Orkut. Friendster.
HI5. Yahoo360, Myspace... Id nhOng trang mgng xa hpi thu hflt dflpc nhilu ngUdI nhlt hi$n nay.
Cflng vdi sfl tiin bd cfla khoa hpc k^ thu$t, mflc dd tham gia vdo cdc trang mgng xd hpi ngdy cdng ddng ddo. Ndi dung cfla cdc trang mgng xd h$l cd thi tde ddng mgnh din hdnh vi mua hdng cfla cde Undnh vidn: ndi dung cdng phong phfl bao nhidu s l cdng thu hflt dupe nhilu thdnh vidn quan tdm biy nhidu. VI thi, cdc nhd qudn tn mgng cin quan tdm din vi$c CSP nh$t thudng xuydn npi dung thdng tin, tgo ra sfl sdng d$ng, mdi md trong t h i gidl mgng xa hdi - ndi md doanh nghi$p thflc hidn hogt ddng marketing. Ddy ehlnh Id ylu td quan trpng d l ddnh gid mflc dd hdi Idng efla khdeh hdng, tfl dd thflc diy hp gia nhdp tieh cflc, thfldng xuydn hdn vao cdng ddng mgng vd thfle hi$n hdnh vi mua sdm sdn phlm hdng hda. d|ch vg trflc tuyin hode true tiep tgi doanh nghiip. Vf dg diin hlnh hiin nay Id cdc trang web bdn hdng true tuyin trdn mgng xa hdi, rlt nhilu trang dd tgo dupe phong cdch rieng, hlnh dnh, mdu sdc ndi bdt, hip dIh.
Dilu ndy Idm ndn ndt dde trung ridng, gdp phdn tao nen "thuong hidu" cfla doanh nghidp. Vd khi thUdng hidu ndy thu hut dupe sfl quan tdm vd ttiuylt phgc dUpc khdeh hdng, cdc quyet d|nh mua sam eua hg se ddm bao su tiidnh cdng eua chiln lupc marketing ti-gc tuyin vd mang Igi Ipi nhudn cho doanh nghidp. VI till, cde doanh nghidp da vd dang thfle hidn hogt ddng marketing qua mgng xd hdi can ddu tfl eho vide thilt k l trang web, ca v l npi dung lln hlnh thflc, thfldng xuyen dd'i mdi vd edp nhdt... Ddy chinh Id mpt trong nhOng chia khda thanh edng efla doanh nghidp ndi chung vd cfla hogt ddng marketing qua mgng xd hpi ndi rieng (Ives etal.,1983).
- MOc dp tham gia cua khdeh tiang trong mpng xahpi
D l gidi thfch ehi tilt dpng cd trong cdc quylt d|nh mua hdng efla ede cd nhdn Id thdnh vidn mgng xa hdi, d n ddc bidt chfl y den mflc dp tiiam gia cua tdp khdeh hdng ndy (Laaksonen, 1994).
Cd rlt nhilu d|nh nghTa vd cdch gidi thfch khdc nhau ve sfl tiiam gia cua ede cd nhdn tn^ng cdng ddng mgng. Trong phgm tr<i eua bdi viit ndy, chflng tdi ddc bidt d l cdp den vl$c tham gia cfla cdc cd nhdn Id khdeh hdng tiem ndng eua doanh nghidp. Mflc dp Uiam gia cfla cd nhdn dflpc xem xet tiieo 3 gdc dp: nhdn thflc, hdnh vi cd nhdn vd phdn hdi cfla hp. VI cd bdn, nhu elu, gia tn vd sd thich dupe coi Id cdc ddi tupng cfla chfl t h i nhdn
thfle (Zaiehkowsky, 1985). Khi ede ylu td ndy ph^t sinh, mflc dd tham gia cfla cdc ed nhdn se dflpc md rpng. Hdnh vl cd nhdn dflpc phdn tich cd vl thdi gian vd cfldng dp tham gia efla cd nhdn vdo mgng xd hpi- Hal ylu td trin Id nin tdng cho nhOng phdn hdi efla cd nhdn vd cd dnh hfldng din quylt d|nh mua hdng efla hp. Mpt trang w ^ thUdng mgi cdng thu hCit dupc sfl quan tdm vd truy cdp cOa khdeh hdng bao nhidu till khd ndng tdc dpng din hdnh vi mua hdng cfla khdeh cdng Idn ' biy nhllu. Sd Iflpng thdnh viln tham gia mgng xa hpi cQng tdc dpng din sfl thdnh edng bx)ng chiln lupe marketing eua doanh nghi$p. Dd'ddng nh$n thiy mflc dp tham gia tmy cdp cua cdc cd nhdn trong cdng ddng mgng ty 1$ thu$n vdi sd lupng tUdng tdc glQa hp, hay ty Id thudn vdi sflc lan tda efla thdng tin md doanh nghi$p cin tmyen tai. Khi mpt k l hogch tilp th| thu hut dupc nhilu ngudi quan tlm, khd ndng vd sd lupng tde ddng din hdnh vi vd quylt dinh mua hdng eua khdeh hdng sd edng cao hdn.
- Nidm dn - ndn tang vdng chac cho sp ttianh cdng cda marlceting qua mpng xa hpi
Trong thi gidi ao, ed thi ndi niem tin cua cdc ca nhdn cd anh hudng quyS djnh d&i hogt dpng market- ing oia doanh nghidp. Nhi&j hpc gia dio rdng, de ddnh gid sfl thanh edr>g eua doanh nghi|p khdng cii!
cdn cCr vdo mflc dp hai idng cua khddi hdng md cdn ph^ tinh ed den chi so niim tin cua hp dH vdi doaih nghiip. Nguyen nhdn chinh UhiSn khdeh hdng e ng^
khi mua hdng qua mgng la vi thieu niem tin: niem tin ta nhdn KJquan trpng. Id nin tang cho cdc hogt dpng gjao djch thfldng m^ thdng qua mgng xa hpi (Koufens n ^ Hampton-Sosa, 2004). V) thi, thdng tin sdn p h ^ d p vg cfla doanh ngiv$p phai <^m bdo chfnh xdci^
thudng xuydn dflpe < ^ nh|t Theo Eighmey (1997), gid tn thdng tin trdn cdc trang w ^ ed tdc dpng tnJc t i ^ din niim tin cua khdeh hdng tmy c$p, n ^ hp cd the ti^ cdn bvc tjySi dupc cdc ttidng tin xdc thflc vd hi}u Ich v l doanh nghi|p vd sdn p h ^ , d|ch vg cfla doanli nghiip, hp se ngdy cdng tin tudng hdn vdo doanh nghidi). Hi$n cd nhilu nhdn td anh hudng d&i n'llm tin nhu ripi dung thdng tin, c3u tnJc website, uy tin ciia doanh nghidp, d i d lupng d|ch vg vd tlnh xa h$i ciJa cde dta hdng trflc tuy&i... Ddy chinh Id cd sd ha t ^ tin hpc c&i tiiHt cho cde hogt dpng marinating tru:
tuylh ciia doanh nghidp. Ktia qudt Igi, cdc doanti nghidp cdn quan tdm x l ^ dgng hlnh anh efla minh qua cdc trang web, cdc mgng xa hpi, ti^dd tgo dflhg vd ph^
feiln niim tin dS vdi khach hdrig, d l thu hflt ngay cdng ddng dao ngfldi quan tdm vd tiiam gia cdc kdnh mar- keting tvc tuyen eua doanh nghi|p.
KHOA HQC _
IO ThiWng Mai" S6 47/2012
— QUAN TR! KINH DOANH
- Ydinh mua sam cda khach hang - cd hpi Idn cho cac doanh nghipp tieu thp sin ptia'm
De hogt ddng marketing qua mgng xa hpi thdnh cdng, dieu kidn tidn q u y l t id phdi thu hut dupc ddng dao thdnh vidn tham gia, tgo ra sfl k i t ndi vQng chdc gifla ede thdnh vidn mang xa hpi. VI chinh cde thdnh vidn se Id ngfldi chia s l thdng tin vd Ipi ich trong cdng dong mgng. Vide t i l p nhdn thdng tin vd d|eh vg qua mgng xa hpi jd hodn todn mien phi, vl^ t h i ngudi tieu dflng ed nhieu cO hdi d l lua chpn san p h l m djch vg cho minh md khdng cdn mat nhieu thdi gian vd edng sflc nhfl phfldng thflc mua hdng t m y i n thdng. Hdnh vi lya chpn mua sdm trflc t u y i n vd q u y l t d|nh mua sdm tgo ndn sfl thdnh edng trong hogt ddng marketing trflc tuyin cfla doanh nghidp. Schiffman vd Kanuk (2000) eho rang, x u l t phdt tU y d|nh mua hdng vd cac tiidng tin ed dflpc qua mgng xa hpi, ngudi tidu dflng se q u y l t d|nh chpn Iga mua san pham cfla doanh nghidp. D i l u dd cd nghTa Id, y dinh mua sam cdng cao, thdng tin tn;e t u y i n ed dupc cang dam bdo, thi eo hpi mua hang cdng Idn.
Liebennann vd Flint Goor (1996) n h i n manh rang hanh vi mua hdng Id mdt qud trinh tiep dieh vd ngfldi tidu dflng se la ngfldi dfla ra q u y l t dinh cudi cung ve vi#c lua ehgn san phd'm tren co sd nhflng thdng tin thu dupc qua mgng xa hdi.
Tfl cd sd ly ttiuyet dgt trong tinh hinh th| tnidng W?t Nam hidn nay ed the thay cdc doanh nghipp nfldc ta cdn tdn dgng tdi da lpi fch efla rngng xa hdi trong hogt ddng marketing efla minh. d Vidt Nani, cde trang mgng xa hdi thudng hudng vdo cdc doi tUdng cu t h i , vi dg nhu Go.vn tdp trung vdo sinh vidn/hpc sinh. Zing Me eua VNG (tdn mdi efla Vinagame) ed uu ttie d i u vdo la ngudi ehoi game, Banbe.net (ehfla cdng b d chfnh tiiflc) cua FPT Online hudng v l ngfldi dung vdn phdng.Faeebook dflng Vj trf hang d i u vd dupe coi la mgng xa hdi thdnh cdng nhat trdn thj tmdng the gidi ndi chung vd Viet Nam ndi rieng.
2. Phfldng phap nghien cflu
Vdi mgc dfeh tim h i l u v l vide vdn dung mang xa hdi trong hoat dpng marineting cua cdc doanh nghidp Vidt Nam, bdi viet nghien cflu sfl dung k i t hpp phfldng phdp phdn tfeh ly ludn. dieu tra bang hdi cdc cd nhdn tiiam gia va ede doanh nghidp sfl dgng mang xd h$i. Cu till, phfldng phdp Uifl n h l t tdp btjng vdo viec nghien eflu cdc tdi li$u sach, bdo, bdo cao... v l marineting va mang xa hdi. DO lidu dupe phdn tfeh Idm eo sd ty ludn eho bdi v i i t nghien eflu v l vide dp dgng mang xa hdi nhu mdt kenh market- ing quan trpng ddi vdi doanh ngiiidp Vidt Nam.
S6 47/2012
Phfldng phdp thfl hai thfle hi^n khdo sdt dieu ti-a k i t hpp phUdng phdp thu thdp dfl lidu d|nh lupng d l cd cdi nhin tdng qudt v l tinh hlnh thflc t l doanh nghidp d Vidt Nam trong hogt dpng marketing qua mgng xd hpi. Chflng tdi t i i n hdnh phdng van mpt sd doanh nghidp Vidt Nam thdng qua mdt bang hdi da dupc xdy dgng chi tilt. Bdng hdi d l cdp d i n cdc van d l nhu thdi gian tham gia mgng xa hpi, cde nhdn td ddnh gid mflc dp tin tUdng cCia ngudi tham gia, npi dung cua mgng xd hpi, xu hudng mua hdng... Dieu tra bdng hdi ndy dflpc tiiflc hi^n tn^c tuyin qua mgng xd hpi vd ngudi tham gia se d l Igi dia ehl de trdnh bang hdi b| tmng ldp. K i t qua dfl lidu da thu thdp dflpc tu 125 cd nhdn vd doanh nghidp tham gia tra Idi bdng hdi dieu ti*a. Ddy se Id co sd d l dfla ra cae nhdn d|nh marineting thdng qua mgng xa hdi d th|
tmdng Vi$t Nam.
3. Ket qua nghien cflu
Theo bdo cdo khde sat ve mang xa hdi trong ndm 2011vd dfla tren mau dieu tra, ed the thIy mang xa hd^uy mdi cap nhdt vdo Vidt Nam trong th^i gian ngan nhung da lam thay ddi phUdng thflc k i t ndi vd giao t i l p giOa cae thdnh vien eung nhu thdi quen giao tilp, chia se thdng tin cfla ho. Mdc dfl so lupng doanh nghidp Vidt Nam biit tdii durig sflc mgnh cua mgng xa hgi nhu mdt cdng cg mar- keting chua n h i l u , song cd the nhin tiiay triln vgng tiem nang cfla phfldng thfle quang ba, gidi thidu san pham hdng hda vd d|ch vy ndy the hidn qua ede k i t qua nghien cflu sau:
- Ve Uu, nhupc diem cua markeVng thong qua mang xa hpi va marketing thdng qua trang web cua doanh nghipp
Mdi hinh thfle d i u ed nhflng uu, nhupe did'm rieng vd cdch tdt n h l t chfnh Id b i i t k i t hdp ed hai hinh thfle nay mpt c a d i hdi hda, hieu qud. Doi vdi nhflng doanh nghidp nhd mdi tham gia vdo th|
trudng, marketing thdng qua mang xa hpi nen dupc khuyen khfch sfl dgng bdi hinh thfle ndy ton it chi phf. Thudng cde doanh nghiep chi can ed nhflng thdng tin gidi thidu ngdn dua len n;de ti'ang mgng xa hpi hode cdc d i l h ddn de khdeh hdng t i l p cdn vdi sdn p h l m , tfl do mpi ngfldi sfl dgng vd chia se nhQng trai nghidm efla minh vdl cdng ddng. Cd t h i ndi ddy la hlnh thfle quang cdo linh hogt, d i ' d i vdo Idng ngfldi bdi nhfl k i t qua da ndu trdn, 78% ngudi dflng tin vdo nhflng Idi gidi thigu cfla bgn b l hodc nhflng ngfldi xung quanh hdn la tin vao quang cdo. Nam bdt dfldc tdm ly nay, doanh nghidp cd t h i md rpng cae d i l h dan ti-ao ddi, hudng khdeh hdng tdi nhflng uu d i l m cua san pham do hp cung cap.
_jnHOA HOC "^
ThUtfng Mai 4i
QUAN TR! KINH DOANH
Ngupe igi, ddl vdi nhflng doanh nghi$p dd phin nao xdy dflng dupe thuong hi$u cfla minh tdi khdeh hdng, hp ndn sfl dgng hlnh thflc marketing thdng qua website. Ddy Id hinh thflc qudng cdo mit nhilu chi phf vl d l cd dupe mpt website ehuydn nghiip thu hflt dupe nhilu ngUdI tmy edp, doanh nghi$p phdi bd ra sd tiin khdng nhd d l thilt k l , xdy dflng cung nhu cdc cdch thflc tdl flu hda edng cg tlm kilm d l trang web cua minh cd thi tilp edn dUpc vdl ngudi tidu dflng di'ddng. Vdi hlnh thflc marketing ndy, edng thdm vi$c gfli email gidi thi$u hay cdng bd trdn bdo chi nhSm gidi thi$u trang web, doanh nghipp ed thi thu hflt dUpc nhilu khdeh hdng, ddc bi§t Id nhdm khdeh hdng tilm ndng efla minh. Do dd, niu sfl dyng hlnh thflc qudng edo thdng qua mgng xd hdi d nhOng doanh nghidp ndy se kdm hidu qud hon do sd lupng khdeh hdng qud da dgng vd khd ehpn Ipe, doanh nghidp di'di i§ch khdi nhdm khdeh hdng myc tidu md hp hudng tdi.
Mdt khde, neu uu dilm cua marketing thdng qua mang xa hdi id tdp trung vdo chflc ndng hd"
trp khdeh hang mpt each tdi Uu thdng t^ua cdc chia se k|p thdi tren cdc dilh ddn thi uu diem efla hlnh thflc quang cao thdng qua website cua doanh nghidp lai hudng tdi tinh ehuydn nghidp vdi nhflng thdng tin dang tin cdy. Tgi day, khach hdng cd t h i tim cho minh nhflng san phlm vdi gid ca do chfnh doanh nghipp cdng b l thay vl nhilu y kiln chia se, ddi khi la trai chieu tfl cdc dieh dan mang. Thdm nfla, niu doanh nghidp ed y dinh quang bd sdn pham cua minh ra th| trudng quoc te thi hlnh thflc marketing thdng qua mgng xa hpi id khdng hidu qua do sd lupng ngudi nude ngodi tham gia cac trang mang xd hpi cfla Vidt Nam khdng nhilu, hp chu ylu tlm kilm san phd'm thdng qua eae web- site cua chinh doanh nghidp dd.
Cudi cung, mdt d§c did'm quan trpng ddi vdi cd hai Iogi hlnh marketing ndy md cdc doanh nghi$p phai luu y, dd Id chit Iflpng cdng ddng ehfnh id tdi san eua mang xa hpi, trong do ed ca website cfla doanh nghipp. Qi mang lai doanh thu ddi vdi hogt ddng quang cdo trflc tuyin ndy doanh nghidp cdn pliai xay dgng eho minh mpt mdi quan hd xa hpi rpng Idn bang cdch tao ra cde trdi nghipm thfl v|
nham thu hut khach hang, ddc bipt Id nhdm khdeh hdng tilm ndng. Tuy hi#u qud thflc sfl cfla vi$c ldm ndy khdng thd thay ngay nhUng ro rdng thUdng hipu eung nhfl eae san phlm cua doanh nghipp da ghi dupe dau an dli vdi cpng ddng. Do dd, vl sfl phat trie'n cua doanh nghidp, hai phUdng thflc mar- keting ndu tren phai dupe ddt trong mSi quan hd tac dpng qua lai, hd'trp lan nhau.
KHOA HQC = ^ , =
42 ThlWng M^f
- Vd npi dung cdc trang mpng xa hpi cda doanh nghidp
Cd thi ndi ddy id ylu td quan trpng nhlt dithu hflt sfl quan tdm cfla khdeh hdng tdi sdn phlmV^
d|ch vg eua doanh nghi|p. Npi dung cdc trang mgng cd dnh hfldng rlt Idn din quylt d|nh mua hdng do uu dilm thudn lpi v l d|a 1^ vd ttidi gian cfla vide tilp th| qua mdi trudng ndy Hdn nfla, cdc thdnh vidn cd the tham khdo j* kiln phdn hdi cda ngudi truy cdp tnrdc v l thdi dd, mflc dd hdi Idng ddi vdi sdn phlm vd d|ch vu eua doanh nghidp.
NhOng phdn hdi ndy tdc ddng din khdeh hdng mpt edeh tfl nhidn vd ddng tin cdy hdn nhllu so vdi cdch qudng edo truyin thdng. Cde doanh nghi$p tgi Vipt Nam hidn nay dang din xdy dflng va tham gia cdc trang mgng xa hpi cd ndi dung hip ddn, phfl hpp vdl ngudi dpc, vdi nhflng tiidng tin hflu fch dupc t h i hipn bdng ngdn ngfl vd phong cdch gin gOI vdl epng ddng mgng. Ddc bidt Id cac cdng ty truyin thdng, cdng ngh$ thdng tin, hp tiiudng ddng kinh blog d l cdp nhdt tiidng tin, gid! thidu tdc phlm. Cdc td ehfle bdo chi eung hogt ddng tfch cflc trong mdi trudng do ndy, rat nhilu trong so ho ehpn blog Id kenh tilp tii] chinh cho td bdo cda minh nhu Hoa Hpc Trd, VTV6, Thi gidl hoc dudng... Tgi ddy gidi thi$u cdc npi dung mdi, cdc tin tflc thudng nhdt, md cae dieh dan giao luu cho khdn gia vd ddc gia.
- Vg sS lupng tham gia mpng xa hpi cda
cac ca nhdn
Theo sd lidu thdng kd ma tac gia ghi nhdn dupc tfl khao sdt dilu tra, ed den 73% sd ngudi (cd ca nhdn vd td ehfle) tra Idi da tflng tham gia cdc bai viit trdn blog, 45% ed mpt blog cd nhdn, 57%
tham gia mgng xa hpi vd ed den 83% xem cac dogn video dflpc chia se qua mgng. Dieu ndy cho thIy Iflc Iflpng Uiam gia mgng xa hpi rlt ddng dao.
Tgi dd, ngfldi tidu dflng khdng edn b| dpng trong vide tilp nhdn cdc thdng tin quang cdo ma hp dang trd thdnh ngudi ehu dpng, tiJ do tm^ cdp va chia se thdng tin, tfl khdeh hdng chuyen thanh ngudi tu vin cho nhflng ngudi khdc.
Hipn nay d Vi$t Nam vdi 31,3 ti-idu ngfldi SLI dgng internet (tfnh din 7/2011). tang 24% va^
chilm trdn 30% dan sd ea nflde da phan dnh m6t thfle te Id internet vd mgng xa hpi dang dan t ^ thdnh mpt phin quan trpng trong ddi sdng cCia mm bd phdn ngfldi ddn. Tuy nhien, so tupng tham giJP' mgng xa hdi cfla doanh nghipp Igi khdng ddng_^™
Trong khi ed tdi 54% cde doanh nghidp qudc t ^ P "
dgng mgng xa hdi nhU mdt edng eg marinetingJii d Vipt Nam, eon sd nay cdn rat han chl, ehi chiem
So 47/2012
khoang 1 % (tuong flng vdl khodng 5.000 doanh nghldp), trong dd 0,4% doanh nghipp Vipt Nam sfl dyng Faeebook; 0,07% doanh nghidp dflng Youtube; edn Igi cho cde mgng xd hpi khde. Ddy chinh la hgn e h l cua cde doanh nghidp Vipt Nam khi chua b i i t tdn dgng thdi ed do cdc trang mgng xahdi mang Igi. Nhung cung phdi thfla nhdn r i n g , do da so ngfldi sfl dyng Internet d Vipt Nam id gidi tre (50% dfldi 30 tudi) khdng phdi id khdeh hdng mgc tieu cfla nhieu doanh nghipp ed san phd'm hudng vdo phdn khue khdeh hdng ldn tudi hdn.
•VSmdf tradng mpng xahdf
Cd the ndi, thdi hodng kim efla qudng cdo trdn tmyIn hinh, ddi vd bdo g i l y dang b| de dpa nghidm tnpng. Hipn nay, theo s l lt|u tde gid d i l u tra dupc, ehi 18% quang cdo trdn truyen hinh mang igi hipu qud tdt cho kinh doanh, trong khi 90% ngudi dflng se c h u y i n kenh khi gdp qudng cdo. Hdng ngdy, tmng binh mpt ngfldi nhdn dflpc hdng tram tiidng dipp quang cdo tfl n h i l u hlnh thflc khde nhau nhung s d ngudi tin vdo cde thdng tin l y chi dgt 14%. D d Id do mdi trudng quang cdo tnjyen tiling chi cho phdp ngudi tidu dung tilp edn thdng tin theo hUdng b| ddng, hp bi thu hflt bdi npi dung quang edo vd tfl minh dua ra quyet d]nh mua. NgUdc lal, mdi trudng mang xa hpi hoan todn khac, ngudi tidu dflng tmy cap mgng tim vd so sanh cdc san pham hdng hda, djch vu ma hg ed nhu c l u , tfl dd dfla ra q u y l t dmh mua hang va sau khi sfl dung hp lai chia se trai nghidm cua minh vdi cPng ddng do cfla minh. Kha ndng lan t m y I n manh me ndy Id ddc d i l m ndi bat nhat cua mgng xa hpi, giai thich tai sao cdc doanh nghiep nen dp dyng cdng cg marketing ndy. Mdi trfldng md cua mgng xd hdi tgo n h i l u cd hdi eho doanh nghipp Vipt Nam, nhung hien nay, hp van t h i l u k i l n thflc vd nhdn tflc de trien khai marketing qua mgng xa hpi. Mpt s d doanh nghidp tre, nang dgng, dfl nhin thdy cd hdi nhflng Igi khdng b i i t khai thdc nhu t h i ndo hoac khai thdc ehua hipu qua nhu tiem ndng cda phUdng phdp nay Hdn nOa, ed sd hg tang cdng nghe tiidng tin tai Vidt Nam cdn n h i l u hgn chl, chua ddng bd, mflc dp sfl dung internet edn thap d khu vflc ndng thdn vd mien nui nen hipu qua quang cdo ti-fle tuyen ehi thich hdp vdi mdt s d rnlt hdng n h l t dmh nhu cdc san pham edng nghd, thdi trang, dd gia dung... Khd khan nay edn the hi§n d vide cde cdng eg tilp th|, do ludng, thanh todn tore tuyen vd thUdng mgi didn tfl cdn chua phi b i l n va hieu qua.
-VSy&tUtnlfyntin
• Theo dieu tra cua tdc gia, ed d i n 78% ngUdi
| | M N TR! KINH DOANJ^
dung tin vdo nhflng Idi gidi thipu cfla ban bd hodc nhflng ngudi xung quanh hon id tin vdo quang edo;
ed 34% khdeh hdng ddnh gid cdc san p h l m hodc djch vg tren blog eua minh vd 32% khdeh hdrig khae tlm dpc chflng trflde khi mua hodc sfl dung hdng hda. d|ch vg. Tfl dd cd the thdy niem tiri b|
anh hudng q u y l t d|nh bdi cdc nhdn d|nh eua nhflng thdnh vidn trudc da sfl dyng hdng hda va d|ch vg cfla doanh nghidp. Trong khi dd, mem tin cua khdeh hdng ddi vdi san phd'm ed the la thudc do thdnh edng eua doanh nghipp.
Cde k i t qud nghidn cflu trdn day da phan dnh nhflng Uiudn Ipi vd khd khdn cua phUdng phap mar- ketmg thdng qua mgng xa hpi. NhQng khd khdn cdn nhieu. tuy nhien Vipt Nam van dupe ddnh gid fa mdt nude cd nhieu tiem ndng vd cd hpi d l phdt triln mar- keting thdng qua mgng xa hpi. Sd ngUdi ddng inter- net dang khdng ngflng tang ldn vd trong 3 - 5 nam tdi se tgo cd hdi Idn de phdt triln hlnh thflc marinet- ing ndy Them nfla. ngdn sach cfla cdc doanh nghidp danh cho cdng nghd thdng tin tang manh ti^ng nhOng nam gan day cho thay cae doanh nghidp bat dau vdn dgng sflc mgnh cua cdc cdng cg tiiJc tuyin tixing hoat dpng kinh doanh cua minh.
Ddc bidt, ti-ong tlnh hlnh kinh t l khd khan hidn nay phfldng tiiflc tilp th| qua mang xa hdi dang dUpc nhieu doanh nghidp ua dCing vi nd khdng phu thupc vao quy md va ehi phi khdng qua cao.
Nhin Chung, tiieo cac k i t qua danh gid va phan tfch tren day, cd the tiiay marketing thdng qua mang xa hdi d Vidt Nam da ed nhflng chuyen biln tich cue, cdc doanh nghidp ngay cang nhanh nhgy trong viae nam bat nhflng nhu cau cua xa hdi ndi chung vd cac nhdm khach hang sfl dyng internet tiem nang ndi rieng. Mdc du cdn gdp nhieu khd khan va khdi niem marineting qua mgng xa hdi cdn khd mdi me, nhung
^ong vdng 5 nam tdi, tdc gia tin tudng rang hlnh tiiflc marineting nay se trd nen phd biln, danh d i u sfl lam chu cOa ngudi tieu dflng trong quan h0 tUdng tac gifla hp vd doanh nghiep.
4. G i i l phap
Tren cd sd cae k i t qud nghien cflu trinh bdy d tren, bdi viet d l xuat mpt sd giai phdp cd ban nham thflc day hogt ddng marketing qua mgng xd hdi efla cdc doanh nghidp Vidt Nam. Cde giai phdp ndy can dflpc tiin hdnh mdt cdeh ddng bd tfl phia doanh nghidp, Chfnh phu vd cd quan hOu quan.
Gidl phdp to phfa doanh nghipp - Doanh nghidp nen xdy dgng cho jrilnh mdt he thdng ttidng tin cd ndi dung hap dan vd phfl hop. V i du. ddi vdi eae blog phai b i i t ehpn Ipe nfiflng thdng tin hflu ich. dfldc the hipn bang
947/2012
KHOA HQC . ' ^
ThiAftig Mai 43
QUAN T R | KINH DOANH ngdn ngfl vd phong edeh gin gui vdl cpng ddng mgng. Ddi vdi ede forum ndn dIh ddt cdc chfl d l trong dilh ddn theo hfldng ed ipi eho uy tin, chit lupng eua cde sdn phlm, dieh vg trong doanh nghipp minh. nhung vSh ddm bdo tlnh trung thfle cua thdng tin. Ddl vdi ede trang mgng xd hpi, do cd tdc dd lan truyin nhanh nin d l gdy In tupng cin phdi xdy dflng nhflng thdng didp qudng cdo thu hflt bdng cdc video vui nhpn. Quan trpng hdn cd Id phdi thudng xuydn edp nhdt thdng tin, trd Idi cdc phdn hdi. thdc mdc efla khdeh hdng. Dilu ndy khdng nhflng tdng thdm niim tin noi ngudi tiiu dflng md cdn tdng thdm uy tin cfla doanh nghidp. Hidn nay nhllu doanh nghidp nhd cdc blogger ndi tilng hd'trp viit bdi qudng edo bdng cdch mdi nhflng ngudi ndy tham gia cde budi gidi thidu sdn phlm hodc tdng sdn phd'm d l hg dung vd viit cam nhdn. Cd t h i ndi ddy Id cdeh Idm hai^ khdo ido trong chiln lupc phdt triln sdn phd'm efla ede doanh nghidp.
- Sau khi dd ed nhflng d|nh hudng phdt triln marketing qua mgng xd hpi, doanh nghipp ein xdy dgng nhOng each tilp edn eu t h i tdi tdp khdeh hang true tuyin cua minh. Hay Idng nghe nhu eau, cam nhdn cfla khdeh hdng ve san pham eua minh, tham gia thao ludn eflng khdeh hdng de ndm ro nhflng nhu clu eung nhfl cd nhflng kinh nghidm d l phdt trien sdn pham. Khae vdi quang cdo tmyen ttidng. tren cdc trang mgng xa hdi, khdeh hdng Id ngfldi chfl ddng, do dd doanh nghipp cdn cung cap eho hp nhQng thdng tin trung thfle vd ehfnh xae v l san pham. cung nhu dam bao tmy cdp thdng tin de'ddng vd nhanh ehdng.
- Trong ifnh vue ddo tgo nhdn vidn, doanh nghidp ndn xdy dflng eho hp mpt quy cdch Ung xfl b-flc tuyin de hg ed nhQng phdt ngdn dung mflc vd k|p ttidi. Khuyin khfch nhdn vidn tham gia vdo cdng ddng mgng va chia se thdng tin. ddng thdi can Iflu y kit hpp vdi nhflng quy djnh ve bao mpt tiidng tin nhgy cam. nhflng thdng tin v l tdl chfnh, edng nghp ehiln Iflpc ho$e k l hogch kinh doanh cfla doanh nghipp.
- Doanh nghidp phai cd chiln lupe marketing qua mang xa hpi eg thi. ed chien lupe vd edeh tilp cdn ro rdng, biit tdn dung ede mgng xa hpi pho biln nhu faeebook, blog, youtube... de qudng bd UiUdng hipu, tiep cdn eung nhu theo doi phan hdi eua khach hdng. Ngoai ra doanh nghipp cung can kit hpp nhieu kenh, nhilu phUdng tipn khac d l tdng hipu qua lan truyen.
Glai phap td cdc ca quan quan ly Nha nUdc - Nhd nude can phdi cd chinh sdch truyin
thdng xd hpi nhdm tgo dflng mpt mdi trUdng kinh doanh Idnh mgnh vd tfch cgc. Cdc chfnh sdch ndy phdi hudng din bdo vd danh tieng trflc tuyin, cde thdng tin bdo mdt cfla doanh nghidp.
gidm thilu ede sfl ed, rdc rdl ed lien quan din phdp ludt cOng nhu tdng dp nhdn biit thfldng hipu nhdm thu hflt khdeh hdng.
-- ThIm nfla, cd sd hg ting tin hpe cung can dupc diu tu ndng d p , cdc phUdng tidn ttianh todn qua mgng phdi dupe phd biln vd hogt dpng hi$u qud d l khdeh hdng ydn tdm sfl dgng d|ch vy ndy
- Chfnh phfl vd cdc ed quan hflu trdch phdi la ngudi di diu trong viPc xdy dflng cac ehfnh sdch truyin thdng xd hpi, trong dd thilt ldp cdch thflc sfl dgng phfl hpp cde phfldng tipn truyin thdng xa hdi cQng nhu c h l tdi ddi vdi cdc trudng hpp sfl dgng vdl mgc dieh khdng Idnh manh. Hi$n nay Chfnh phfl Vipt Nam dang edging dilu hda tfnh chit th| trudng tfl do cua mang Intemetvd cg t h i Id mgng xd hpi bdng cdeh edi ddt mdt hS thdng kilm sodt do Chfnh phu dilu tilt. Ddy Id mpt giai phdp cin thilt gdp phin dam bao tfnh chfnh thdng, ngdn ch^n cdc hogt dpng anh hudng den lpi fch qude gia. Ngodi ra, Chfnh phu cin cd nhflng quy d|nh ch^t ehe v l vipc dp phep vd vdn hdnh eua ede doanh nghidp cung d p d|eh vg edng nghp thdng tin, tfl dd tgo mdi trudng kinh doanh trflc tuyin trong sgcti, lanh manh. cflng cd them niem tin va dap flng nhu d u ngdy edng cao cua khdeh hdng cd nhdn va doanh nghidp.
Ke) lu$n:
Trdn cd sd phdn tfch ede tai lidu v l market- ing thdng qua mgng xa hpi vd kit qua dieu tra thflc nghipm, bdi viit da dfla ra d i nhin da chilu v l hogt dpng maketing qua mgng xd hpi, gli)p ndm bdt cd ban dupc phUdng thfle marineting ndy Quan trpng hdn, tfl vipe phdn tieh tiii/c trgng eua cde doanh nghipp Vipt Nam eflng nhii trie'n vpng trong thdi gian tdi, bdi viit de xuSt mpt sd giai phdp cd ban nhdm thflc day hoat ^ dpng marketing qua mang xa hpi ddi vdi cac doanh nghidp Vipt Nam. Mde dfl ddy van la mpt ^ phUdng phdp mdi, khien cho vide dp dgng tmng ede doanh nghipp cdn nhilu hgn ehl, nhflng tUdng lal gin, ddy se Id phfldng phap tiep thj phd biln trong the gidi "sd" efla ehflng ta. Cac ^ sd lipu eung nhu glai phap ma bdi viit dUa ra hy vpng se giflp d e doanh nghiPp hieu rd tiem^ ^^
ndng cua hlnh thflie tiep th| qua mang xd hpi ^ cQng nhfl nhdn ra nhflng mdt cdn hgn chl cda ^ doanh nghidp minh. Qua dd gop phan gpi m^
KHOA HQC
44 ThiAfng M a i ' So 47/2012
QUAN TRI KINH DOANH
i/S/hode ndng eao hidu qua cua hlnh thflc mar- ineting ndy vd dan dua nd thdnh mdt p h i n quan trong trong e h i l n lupc phdt trien' kinh doanh chung cua cdc doanh nghipp Vipt N a m . *
7a/ lipu tham khio:
1. Amistrong A G., Hagel J... Net Gain:
Expanding Mari<ets Through Virtual Communities, Han/ard Business School, 1997.
2. Barry S, Business-to-Buslness Internet Marketing: Seven pnjven strategies for Increasing profits through Internet direct marketing.
Maximum Press, 2001.
3. Indochina ADS. Marketing tren mpng xa hpi Vidt: )ding dat hOa, http://indochinaads.vn/tin- tuc/hoi-dap/tu-van-emarketing/marketing-tren- mang-xa-hoi-viet-vung-dat-hua. 2011.
4. Koufaris M., Hampton-Sosa W.. The Development of Initial Tmst in an Online Company by New Customers. Information and Management. 44 (1). pp. 377-397, 2004.
5. Phgm Huyen, Chi 1% DN Vidt Nam market- ing qua mang xa hdi, http://vef.vn/2011-06-10-ehi- 1-dn-viet-nam-marineting-qua-mang-xa-hoi. 2011.
Summary
With sdentifie - technological advancement, the number of Internet users is multiplying, especially in devebping counbles like Vietnam. The^lntemet has brought to people a worid of knowledge, connected people from all corners, erased geographical gaps and communication barriers. Accessing the Intemet, people get to know about the social net- worins - a community where we can make friends, share information and experience, promote individ- ual or business images, etc. Social networks such as tecebook, twitter, blogs have attracted hundreds of millions of users, thus becoming a promotion tool, a marineting model which help present tiie company image In the customers eyes. On tiiese networins, brands, products and customers can interad en tiie basis of belief and core values. Upon analyzing 125 questions, the article concludes tiiat the belief, participation and environment of tiie vir- tual community are dedsive factors to customers buying dedsions. These findings provide marineting managers with orientations on marketing strategies and promotions to enhance business effectiveness and cut costs.
Met sd vdn 6^
(Tidp theo trang 33)
Thuc hidn d i n g bd nhilu gidi phdp, xdc d|nh rd rdng vd phoi hpp trdch nhipm cfla ede nhd quan tr|
cdc d p trong doanh nghipp, dde biet n h i n manh vai trd efla cdc nhd quan tr| cap trung vd nhd quan tr| d p eao trong vipc phdt triln nhflng ky ndng qudn tr| d n thiet eho d e nhd qudn tr| d p trung. Ddy se Id cd sd de cae doanh nghipp thdnh vien vd Tdng cdng ty LILIMA xay dflng, phdt trlln ddi ngQ cdc nhd qudn ti-| d p trung dfl ve so Ifldng, dam bao cdc yeu d u v l c h i t lupng, hodn thdnh t i t cdc nhidm vg chuyen mdn vd quan ly, ddng gdp nhilu n h l t vdo qud trinh phdt trien cua LILA- MA, ddng thdi tao nguon phat triln dpi ngfl cdc nhd qudn tr| d p cao eho cdc doanh nghipp Uidnh vien trong giai doan phat trien m d i . *
7a/ lieu tham f(hao:
1. Le T h i Gidi, Nguyin Xudn Lan, Nguyen Phuc Nguyen, Nguyin Thi Loan, Quin tn hoc, NXB Tdi chfnh, 2006.
2. Nguyen Thanh Hdi, Phan Thang, Quan tn /7pc, NXB T h i n g kd, 2001.
3. Pham Vu Ludn, Quin tn doanh nghipp thuang mai, NXB Thdng kd, 2004.
4. Cde bdo d o cfla Tdng cdng ty Lap mdy Vidt Nam vd mdt so doanh nghi§p thanh vien.
5. Website: www.lilama.com.vn Summary
Middle managers always play an important role in the operation of the business. They are indispensable assistants to senior managers, at the same time are the direct superiors to junior managers. In LILAMA, the management skills of middle managers In enterprises remain weak, thus failing te meet the task requirements and affecting the management capacity The paper analyzes the skills of middle managers in enter- prises under LILAMA, from which suggests solu- tions to developing the skills for these managers to help Improve the management resources for the Group in the coming time.
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