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HOAT DONG TRUYEN THONG MARKETING
fiOl vcri DjCH VU UfNG DUNG SOTAI VIETTEL BAC NINH
NGUVEN TH! THU H I E N , N G U V I N THj THAO
Cugc Cddi mgng cong nghe 4.0 da lam thay 061 each thitc sdn xuat kinh doanh c6a hdu het cdc doanh nghi^, hogt dgng marketing cung khong ngogi le. Tgn dung nhifng ccr hpi den tif cage Cdch mgng cdng nghiep 4.0, thdi gian gua, cdc "ong ldn" trong nganh Cong nghe, nhat la Viettel da tdng oiflwg (htic day cdc hogt dpng truyen thong marketing doi vdi djch vu dng dung sd. Viettel Bic Ninh la mpt trong nhihig dan vj tien phong trien khai mgnh me hogt dpng ndy, qua do, giiip gia tang Ittgng ngiidi dimg, mdrgng mgng Itfdi va tgo da phdt triin cho Viettel.
Tifkhda: Viettel Bac Ninh, marketing, djch vu iing dung so, doanh nghiep
MARKETING COMMUNICATION FOR DIGITAL APPLICATION SERVICES ATVIETTEL BAC NINH
Nguyen Thi Thu Hien, Nguyen Thi Thao
The Technology Revolution 4.0 has changed the business ami production processes of most businesses, marketing activities are no exception. Taking advantage of opportunities from the Industrial Revolution 4.0, in recent years, tiie "giants" in the technology sector, especially Viettel. have intensified the promotion of marketing communications activities for digital application services. Viettel Bac Ninh is one of tlie pioneering units to deploy this activity strongly, thereby helping to increase the number of users, expanding tlie network and creating momentum for Viettel's development.
Keywords: Viettel Bac Nmh. marketing, digital application sen/Ices, enterprises
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Ngdy nhgn bai: 22/4/2020 Ngdy hoan thien bien tap: 6/5/2020 Hgdy duyet dang: 12/5/2020
E>|t van d e
Taip doan Cbng n g h i e p - Vien t h b n g Q u a n dpi (Viettel) la doanh nghiep (DN) kinh te qubc p h b n g 100% vbn nha nube, kinh d o a n h trong linh v u c b m i chinh - vien thbng va cbng n g h e thbng tin. Trong 30 nam hosit dpng, tii nganh nghe ehinh b a n d a u la xay lap cong trinh v i l n thbng, den n a y Viettel d a p b a t
trieri them 5 nganh nghe mbi n h u dieh vu vien thbng va cbng nghe thbng tin; nghien ciiu san xuat thiet bi dien t u vien thbng; cbng nghiep quoc phong; cbng ngbidp an ninh m a n g va cung cap dieh vy so, Viettel Bac Ninh la m p t trong nhiing thanh vien cua Viettel, lubn h e n phong trong phat trieh dicb vu u n g d u n g sb.
Vbi d m h h u b n g dat ra, thbi gian qua, Viettel Bae Ninh da tang cubng xay d u n g eac kenh ban hang, tim hieii v'e cac chinh saeh m a doi tbii canh tranh dang trien khai, eiing n b u ket qua ban hang eiia kenh de nSm bat finh hinh tieu thy san pham, dieh vu eiia minb so vbi dbi thii. Cbng tae truyen thbng marketing doi voi dich vu ling d u n g so eiing duoc Viettel Bac Ninh quan tam day manh, song trong thuc te hieu qua d?it dupe ehua n h u ky vpng. Do vay, de gia tang lupng ngubi dimg, m b rpng mang lubi va tao da phat trien cho phat trien dicb vy iing d u n g so, thbi gian tbi, Viettel noi ehung, Viettel Bac Ninh nbi rieng can tbiic day hon niia boat dpng truyen thbng marketing.
Hoat dong truyen thdng marketing S6\ vdi djch vu u^g dung so tai Viettel Bic Ninh
Hoqtt dbng truyen thbng marketing dbi vbi dieh v u ling d y n g so tai Viettel Bac Ninh eb the p h a n anh n h u sau:
Xac d i n h cbng chiing m u e tieu: H a n g tuan, eae t r u n g tam Viettel t u y e n h u y e n se tb'ng h p p tat ca eac thbng tm tbu thap d u p e giii ve phbng tb'ng h p p Viettel tinh de tien b a n h p h a n ticb, d a n h gia. Danh gia d p n h a n biet ciia khaeh hang v'e cae iing d y n g so ciia Viettel. Viee xac d m h db n h a n biet a i a khach hang - ve cac ling d u n g so, giiip cho DN thuc hien truyen t h b n g m o t each ehinh xae va eb h i | u qua hem. Ket
187
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1 Chtfa nghe thay 2 Chl mdi nghe t i i ^ 3 C6 biet it nhieu - J i Biet idij nhieu
5 Biet rat ro '^^ Tong cong
S£ lirong Co cau XhuvUc (ngircfi) (%) 1 N6ngth6n Ty l e ' i w T ' ^ a n h tW Tyie(%}
5 1,57 5 1,67 0 0,00 3 5 _ ^ 5 7 " ~ 30 1 0 ^ ; " 5 ~ , ; j , 6 7 115 38,33 88 29,33 27 9,00 78 26,00 22 733 56 18,67 67 22,33 11 3,67 56 18,67 300 100,00 115 ~ ' ^ 3 3 185 ^,61-67_
Nguon-Khdo sit cUa tic gii
qua ghi n b a n tir 300 dai dien khaeh h a n g thay rang, so l u p n g khach h a n g biet ve dich vu b miic 3 la cao nhat, ehiem 38,33% (ph'an Ibn b k h u vyc nong thbn), so khach b a n g miic 4,5 ehi ehiem 48,33% (phan Ibn b k h u vyc thanb th;} (Bang 1).
Xdc dinh muc tieu truyen thong:
Viettel Bae Ninh dat myc tieu hang n a m doi vbi dich v y ling d u n g so la tang sb lupng kbacb bang nb^n biet v'e san pham, thucmg hieu va ehuyen tii nhan biet den quan tam, t u quan tam den thich thii, tif thieh thii d e n u b e mubn, tii u b e m u o n deh sir dyng, tis sir d u n g den Sli d y n g t m n g thanh vbi dich vy ciia doanh ngtii^p.
N a m 2018 - 2019, Viettel Bae Ninh tap trung truyen thbng ling d y n g ViettelPay, bdi ling d y n g nay la san pha'm mbi d u p e ra mat, so l u p n g n g u b i tieu d i m g n h a n biet, hieu biet ve san p h a m cbn b a n che. Myc tieu truyen thbng la 80% kbacb h a n g m y c tieu (= 500 n g h i n ngubi) n h a n biet, hie'u biet ve ViettelPay va 40%
(= 200 nghin ngubi) yeu thieh va dimg thir san p h a m , trong d o 20% so n g u b i dimg thii (= 40 nghin ngubi) va d u y tri sir d y n g dich v y t h u b n g xuyen.
Lm chon kinh truy'en thong:
Kenh truyen thong ma Viettel Bae Ninh d a n g sir d u n g bao gom ea 2 k e n h true tiep (dupe thuc h i | n bbi chinh cac n h a n vien giao dicb ciia Viettel tai cae die'm giao dich, eae dai ly va cbng tac vien) va gian tiep (thong qua eac p h u o n g tien thbng tin dai chiing n h u q u a n g cao tren kenh truyen binh Bac Ninh, truyen t h a n h dia p h u o n g , intemet, p h u o n g ti§n trung bay n h u an pbam, bang, bieh q u a n g cao, pano, ap phich de truyen thbng tbi khaeh hang, nbi b p cbng ty va doi tac kinh doanh. Trong n a m 2019, Viettel Bac Ninh da trie'n khai t u o n g doi nhi'eu boat d b n g xa hbi, hbi chp, hpi nghi khaeh h a n g d o a n h nghiep, gian h a n g gibi tbi^u san pha'm... Ket qua chp thay, eo tbi 50% khach h a n g 6 k h u virc t h a n h thi tiep nb^n thbng tin truyen thbng ve san p h a m djch vy tir kenh gian tiep (web, m a n g xa hbi) chii yeu con b vimg nbng thbn va tren 77% ehi biet it nhi'eu ve san p h a m dieh vy.
Quyet dinh he thong bien pliap truy'en thong:
HSu het cac cbng cy truyen t h b n g d e u d u p e Viettel Bae N i n h Sli d u n g d e t h y c hien chien l u a c hruyen t h b n g tren dia ban, cy the:
- Q u a n g eao:
T r u y e n hinh: Viettel Bac N i n h d a t h u e hien q u a n g ba tren k e n h t r u y e n h i n h Bac N i n h ciia Tinh gibi thieu v e san pha'm mbi, tai trp cac c h u o n g trinh, le hpi, cac boat dpng tir t h i | n , xa hpi, the due thi' thao... tren dia ban Tinb. Tuy nhien, ket qua ciia h i n h thiic q u a n g cao nay khbng cao.
Phat thanh: Cbng cy nay ciing d u p c Viettel Bac Ninh lua ehpn d e t h y c hien truyen thong tren dai p h a t thanh TP. Bac Ninh va mpt so b u y ^ n lan can.
Quang cao ngoai troi: Viettel Bac N i n h da b o tri rat nhieu pano, ap phich q u a n g cao tgi cae tryc d u b n g giao thong cbinh, cira h a n g Viettel, dgi ly iiy q u y e n va tai cac die'm ban. KBnh thiie q u a n g cao nay d u p e Viettel B3e Ninh trie'n khai t u o n g doi tot b k h u v u e thanh thi, eac k h u cbng nghiep.
Intemet: Viettel Bac Ninh da dang thbng tin q u a n g cao tren cac website a i a Viettel la http://viettelteleeom.vn va http://viettei.eom.vn, digy quang eao tren facebook, ehay fanpage; chay quang cao tren cac trang m a n g cb lupt truy cap Ibn nhu: youtube, shopee, google...
- Khuyen mai: La cbng cy thu hiit khach b a n g Ibn nhat ma bau n h u bat ky doanh nghi?p nao d i n g a p dung. Ngoai c h u o n g trinh khuyen mai o i a Tap dpan d u a ra trong mbi u n g d y n g n h u chie't khau n a p the d e n 5%, cong tien vao tai khoan, giam gia dieh v u doi voi khach hang d a n g ky mbi, trb chai t n i n g t h u b n g . . . Viettel Bae Ninh con d u a ra cae c h u o n g trinh k h u y e n mgi rieng n h u tang d o u o n g m i l n phi tri gia 20.000 dbng khi thanh toan hba d o n tren 30.000 d b n g b a n g ViettelPay; tang the dien thogi eho mbi khaeh h a n g d a n g ky thanh cbng va n a n g cap gbi cube dich v y ling d y n g tai qu'ay giao dich; tang qua eho doi h r p n g khach h a n g tb cbiic d a n g ky sir d y n g dicb vy chu ky so Viettel b a n miic cao nhat (3 nam)...
- Ban h a n g h y c tiep: Viettel Bac Ninh thuc hien truyen thbng true tiep thbng qua n h a n vien va cbng tac vien. Theo do, mbi khach h a n g d e n giao dieh d e u d u p e n h a n vien ban h a n g t u v a n ve eac iing d y n g va lpi ich thu d u p c tii viec sir d y n g cae dieh vy tien ich tren iing d u n g . Tuy nhien, theo k h a o sat khach h a n g
ifR. IL, ULl LU i,J7o FiraciiTCiangjiii.^:^
i p i
thi^ ^ , chi CO 4,8% khatii h a n g nhgn biet t h b n g tin ve san pham, dich v u tir n h a n vien cua Viettel.
- Marketing tryc tiep: Viettel thue hien cong cy nay bang each giri tin nhan tryc tiep tir dau so 197, 199 ciia tong dai d&i so thue bao di dong Viettel kem theo h u b n g din cy the tbi kho iing dyng de ngubi dimg tai xuong.
Cung vbi do, Viettel sir dung dau so tong dai mien phi de thvc h i ^ cae hoat dpng marketing, eung cap thbng tin ve sim pham, dich vu, giai dap fliac mac, n h a n phan anh tryc tiep tir khach hang qua tong dai vien. Vbi tren 75%
thi pban thue bao di dpng s ^ dyng dich vy ciia Viettel tai tinh Bde Ninh, thi cbng cy nay kha h i ^ qua, n h u n g ciing gay ra khbng it phien phiic doi vbi khaeh hang.
Danh gid heu qud truyen thong marketing tgi Viettel Bdc Ninh:
Sau khi trie'n khai cac c h u o n g trinh truyen thbng, Viettel Bac Ninh t h y c h i | n d o l u b n g tac d y n g ciia truy'en thong den cbng chiing m u e tieu b a n g cac chi so: Danh gia n h a n biet o i a khach h a n g ve dich vy; Sy hai long ciia khach h a n g ve chat l u p n g dich vu; Khach hang biet den dich vu b a n g con d u b n g nao? So l u p n g khaeh hang tang len bao nhieu sau khi truyen thbng?
Co bao nhieu kbacb h a n g u a thich dieh vu? Dau la kho khan Ibn nhat anh h u b n g den truyen thong tgi Viettel Bac Ninh?...
Khao sat cho thay, cb 295/300 khaeh h a n g biet ve san pha'm, dat 98,3%. Trong do, so nhiing n g u b i nhgn biet ve san pham ehiem ty le kha cao, cy the, trong so 186 ngubi dimg thir tfii co T48 n g u b i (79,57%) d a n h gia hai long ve san p h a m .
So sanh giiia k h u vue tharih thi va n b n g thon cho thay, so lupng ngubi b thanh thi biet ve san p h a m va da sir dyng san phain chiem ty le eao h o n kha nhieu so voi khu vuc nbng thbn. Trong 175 ngirbi thanh thi biet ve san pham, thi cb 151 ngirbi da sir d u n g thii. Trong so 120 ngubi khu vyc n b n g thbn biet ve san pham, thi chi CO 35 ngubi da sir d u n g thir dich vu. N h u vay, hogt dpng truyen thbng cua Viettel Bac Ninh eb tae d u n g nhat dinh trong viee tao s u n h a n biet dol vbi khach hang b khu vue thanh thi- cbn vbi khu vyc n b n g thbn, thi ket qua chua n h u ky vong, khi eon 70,83% khach hang nbng thbn ehua dimg diir san p h a m dieh vy.
Ho^n thien hoat dong truyen thong marketing doi vdrl djch vu i2ng dung s6 tai Viettel B^c Ninh
Tir thyc te hogt d b n g t m y e n thbng marketing va nhiing thay db'i a i a mbi t m b n g trong boi canh cbng nghi so hi^n nay, thbi gian tbi, Viettel Bae Ninh can tap trung trie'n khai m b t so giai p h a p sau:
Thif nhat, n a n g cao chat l u p n g dich vy u n g d y n g
n h u : Cai thien toe dp giao djch, khac phyc cac su eo h?
thong (nhu nghen d u b n g tmy'en, 16i thanh toan...), bo s u n g them mot so tinh n a n g trong eac iing d y n g ciia dich vu My Viettel, ViettelPay.
Thu hai, day m a n h cbng tae tmyen thong den nhirng n h b m doi tupng khach hang eu the. Vi du nhu: doi vbi djch vy ViettelPay, thi Viettel Bae Ninh can m b rpng t?p k h a d i hang v'e cac k h u vue thua dan cu, khu vyc nbng thbn, xa thanh pho. Doi voi dicb vy My Viettel, Viettel Bac Ninh can tuyen tmyen den nhiing doi tupng khach hang tiem nang... Q u a n trpng doi vbi moi nhbm dpi tupng khaeh hang, Viettel Bac Ninh can lya ehpn kenh truyen thbng, bien phap tmyen thbng rieng bi^t.
Thif ba, t h u b n g xuyen to cbiic kie'm tra va d a n h gia hpat d p n g truy'en thbng marketing de xac dinh miic tac d p n g tryc tiep eiia chuong trinh truyen thbng marketing, qua db, dieu chinh p h u o n g thiic thyc hien, d a m bao dat hieu qua tot h o n trong tucmg lai,
Thif Uf, tbi mi hba miic dp tb mo eiia khach hang thong qua truyen thbng marketing npi dung; cai t h i ^ miic dp cam ket thbng qua truyen thong marketing da kenh.
Thii nam, eai thien moi q u a n b | q u a n h | khach b a n g thbng qua t r u y e n t h o n g marketing gan ket.
Chuye'n doi nhiing n g u b i m u a h a n g l l n dau thanh nhiing n g u b i img b p y u n g thanh, dbi hbi mpt chuoi nhiing boat d p n g gan ket khaeh hang.
Cach mgng cbng nghiep 4.0 mang lai n h u n g thay dpi dang ke trong h a n h vi o i a khach hang, ciing n h u each thiic t r u y e n t h b n g marketing eua cac d o a n h n g h i i p nbi chung, a i a Viettel Bae Ninh nbi rieng. Ly thuyet mbi v'e t m y e n thbng marketing trong thbi dai eong n g h e so d e m lgi n h i i n g gbc nhin mbi, nhiing each tbiic mbi d e cac doanh ngbiep Viet Nam hoan t h i i n boat d p n g truyen thong cua minh n h a m bat kip xu h u b n g mbi ma the gibi dang ap dung. •*•
Tai lieu tham khdo:
I Luu Vdn Hghiem (2008), Marketing dieh vu, NXB Bai hgc Ktnh teQuoc ddn;
2. Tran Minh Bgo (2006), Gido trinh marketing cdn ban, NXB Bgi hgc Kinh te Quoc dan;
3. Nguyen Thuang Thdi, Bai gidng truyen thong marketing. Hoc vien Cong nghe BiTu chinh Vien thong;
4. Nguyen ThUOng Thdi (2007), Qudn tti marketing dich vu, NXB Hoc vien Cong nghe BUu chinh Vien thong.
5. Cdc website: vietteltelecom.vn, viettel-ea.vn...
Thbng tin tac gid:
ThS. Nguyen Thi Thu Hien. ThS. Nguyen Thi Thao Bgi hoc Kmh te va Quan tri Kinh doanh Thai Hguyen Email: [email protected]]
