TAP CHi KHOA HQC DAI HQC V A N LANG Trjnh Vift Dung vA tgk
TIEP THI QUAN HE CONG CHUNG (MPR) TONG QUAN CO SCf LY LUAN
MARKETING, PUBLIC RELA TION (MPR) - THEORETICAL BASIS IN GENERAL TRINH VIETDGNGO V& NGUYENHOANG MAI^"^
TOM TAT: Tiip thi (Marketing) vd quan h? edng chdng (Public Relations - PR) Id hai khdi niim ludn phdt triin song hdnh a ed khia cgnh ly thuyit vd thuc tien. Trdi ngugc v&i nhirng quan diim cho rdng tiip thi vd quan he cong chdng hodn todn tdch biet, nhiiu hgc gid lgi thdy rdng tiip thi vd quan hi eong chung cdn dugc tich hgp v&i nhau. Diiu nay ddn den sy xudt hiin mgt thugt ngU m&i: tiip thi quan hi cSng chdng, gpi tdt Id MPR (Marketing Public Relations). Muc tieu eua bdi viit ndy la dua ra cdi nhin cu thi han ve vai trd cua quan hi cSng chung tie hai khia egnh ly thuyet khdc nhau, quan h$ cdng chung dan thudn la mot cong c{i truyin thdng vd quan he cSng chung v&i tu cdch cho cdc miic dich Hip thi. Bdi viit cUng phdn Hch vai tro eua quan hi cong chang thSng qua cdc tdi liiu vd nghien cicu hien nay. CuSi ciing, bdi viit xdc dinh nhimg thiiu sot cda cdc nghiin cieu hiin tgi va di xudt huang nghien cicu tiep theo.
TOr khod: tiip thi, quan he cdng chung, tiep thi quan hi cong chang.
ABSTRA CT: Marketing and Public Relations - PR are concepts which go together in both aspects of theory and reality during the progress of development. Contrary to the notion which assumes that marketing and public relation are completely separate, many scholars find that marketing and public relation need to be integrated. This leads to the occurrence of a new term: marketing public relations, so called MPR. The target of this paper is to give a more specific view on the role of public relation from two different theoretical perspectives, public relation is simply a communication tool and public relation is for
marketing purposes. This also analyses the role of public relation through recent materials and studies. Lastly, the paper defines the inadequacies of recent research and suggestions for further research.
Key words: marketing, public relation, marketing public relation.
1. MQT SO K H A I N I | ; M chdng (PR). Theo dd, hai khdi niem ndy Mdi tradng kinh doanh va tmydn edn phai dupe phdn bidt rgch rdi hay sd tieh tiidng thay ddi Hen tyc nhu hipn nay da dan hpp vdi nhau vl mOt nd lyc chung la van de ddn nhidu ttanh lugn xung quanh hai khdi cdn gidi quyet. Ben cgnh nhung quan didm ni^m tiep thi (Marketing) vd quan hd edng cho rdng tidp thi vd quan he edng chdng {.) j g -j-rufmg Dai hpc Quoc Te - Bai hoc Quoc Gia Th^nh pho Ho Chi Minh, Email:
viei. [email protected]. vn
(") ThS. Tnitmg Dai hgc Vin Lang, Email: [email protected]
TAP CHI KHQA HQC BAI HQC VAN LANG S6 03 / 2017 hodn todn tdch bidt, nhidu hpc gid lgi thdy
rdng tidp thi va quan hd cdng chdng cdn dupe tich hpp vdi nhau [6]. Didu ndy ddn ddn sy xudt hien mdt thuat ngfl mdi, tidp thi quan he cdng chdng. Thu^t ngu nay dupe gidi thidu vd Id kdt qud eda no lyc dd phan bidt giua quan hp edng chdng noi chung vd quan he edng ehung cho cac myc dich tiep tiii[8,tt.5-24].
Trong khi cdc cupe tranh bipn gifla cac hpc gid tidn phuang di^n l^ thuyet vdn dang tidp didn thi sy tich hpp eda quan hd cdng chung vd cde chdc nang tiep thi vln didn ra nhidu ndm qua ttong thyc td cda cae td chdc.
Tidp thi quan he edng chdng dupe coi Id mdt each tidp cdn lidn nganh giiia td chdc va edng chdng vdi ede lpi ich tich hpp tu nhieu cdng ey khae nhau. Mdt khdo sat tham dd mdi ddy dd ehi ra rdng, cac edng ty hang tieu ddng nhanh (Fast Moving Consumer Goods - FMCG) tgi Anh dang cdt gidm ngdn sach quang eao de ehi dimg cho tiep thi quan he edng ehung, vdi mong mudn dgt duac mpt sde mgnh tdng hpp ldn ban. Sy xudt hien eua tiep thi quan h§ cdng chung, hay ndi each khde la khai thde sy ket hpp cda cac edng ey khac nhau ttong hon hpp xdc tidn dupe coi Id mdt su thay ddi quan ttpng ddi vdi edc cdng ty ttong bdi cdnh kmh doanh day bidn ddng hi|n nay.
Ll. Quan h$ cdng chiing (PR) Hpc gid Cutlip dinh nghTa quan he cdng chung (PR) la "cdc chuc ndng qudn ly dugc xdc dinh, thiit Igp di duy tri cdc mSi quan hi doi ben cimg co lgi giiea mpt td chiec vd edc nhdm cSng chung khdc nhau "
[2]. Kd td khi xudt hipn, dinh nghTa vd quan hd edng chdng da dupe sda ddi vd didu chinh theo dd nghi cua nhidu hpc gid khdc
nhau. Nghien cuu nay sd dyng dinh nghTa cda Cutlip dd tdp trung vdo cac myc tieu eo bdn nhdt cda thye bdnh quan hd cdng chdng Id xdy dyng mdi quan hp vdi cdng chdng.
1.2. Tidp th|
Tidp thj dupe dinh nghTa la "qud trinh qudn ly v&i mue tiiu thoa man khdch hdng trin ca sa lau ddi di dgt dime muc tieu kinh te cua td chuc. Trdch nhiem ca ban caa Marketing la xdy dung vd duy tri thi tru&ng cho cdc sdn phdm hoge dieh vu eua mgt td ehux:" [1, tt.219-225]. Dinh nghia trdn cho thdy nen tdng ehung cho cdc boat d0ng tidp thi Id dgt dupe mye tidu cda td chuc bdng cdch tdn dyng cac cdng cu tmydn thdng khdc nhau.
1.3. Tiep thi quan hd cdng chung Dinh nghTa cd dpng nhdt vd tiep thi quan he cdng chung dupe dua ra bdi hpc gid Harris. Theo do, "MPR Id qud trinh lap ke hogeh, thuc hiin vd ddnh gid cdc chuang trinh chiiu thi vd thda man nhu cdu eua ngu&i tieu dimg thdng qua cdc cdng cu truyin thdng ddng tin cdy cda cdng ty va sdn phdm cua hp v&i cdc nhu cdu, mong mudn, mdi quan tdm vd lgi ich caa ngi^
tiiu diing" [4, tr.l3]. Cac nghien cdu tmdc dd cho thdy rdng tidp thi quan he cdng chung ndi ldn nhu mdt kdt qud cda su tich hop giiia tiep thi va quan hd cdng chung, Tidp thi quan he cdng ehung Id mpt thudt ngfl mdi cho vide thyc hanh quan he edng chung ttong eae td chdc ehu khdng phai la mOt khdi nipm hoan todn mdi.
2. CO s d hi THUYET
2.1. Quan hp cdng chdng don thuan Id cdng cu truydn thong cua cSc td chirc
Tidp thi vd quan h§ edng chdng Id hai cdng cy vd cung quan ttpng ddi vdi bdt ky
TAP CHi KHOA HQC DAI HQC V A N LANG Trjnh Vift Dung vh tgk mdt td chuc hay doanh nghiep. Td gdc nhin
cua ede hpe gid, quan hp cdng chdng vd tidp thj la hai khdi nidm hodn toan khae nhau. O khia canh hpp hon, tidp thi la cdng cy bdn hdng ttong khi quan hp edng chdng Id cdng cy bdo chi tuydn tmydn. Nhidu hpc gid lap luan rdng quan he cdng chdng Id edng cu tmyen thdng eua cae td chuc, quan h | edng chung sd dyng cac chidn thudt khdc nhau de gui mot thdng diep nhdt qudn ddn vdi edng chung. Tmyen thdng vd giao tidp ddng vai tid rat Idn ttong vide xdy dyng vd duy tri cac mdi quan he, vi vdy, khi nam viing cdng cy quan he cdng chdng tmydn thdng vd cdc cdng cy qudn ly, td ehde hay doanh nghidp cd thd phat tiidn hieu qua hon vide tuong tdc vdi cdng chdng cda hp. Hpe gid Kitchen da chi ra rdng, cac td chuc vd cdng ty cdn phdi khai thdc nhidu hon cdc chdc nang eua quan he cong chung dd xdy dung "mdi quan hd ddi ben ddu hai long", nhdt la ddi vdi edng ehiing, vi chinh cdng chdng la mot tiong nhiing ydu td dnh hudng ddn sy thanh bgi cda bdt cu doanh nghidp ndo [5, tr.53-75].
Khi xem xet sy phat tridn cua quan hd cdng chung, cdc hpc gia Gmnig vd Hunt da dua ra bdn md hinh giai thich vide thyc hanh quan he cdng chung ttong eae td chuc [3]. Cde md hinh da eung cap mpt khudn khd dk phan loai viec thye hdnh quan hd cdng chdng. Tuy nhidn, dudi tdc ddng vd su thay ddi lidn tyc cda cde ydu td mdi tradng hi^n nay, cdc td ehde can dap dng ydu cdu thyc tidn vd gidi quydt tdt hon mdi quan tdm vdi edng chung eua hp. Ket qua la, mpt md hinh khdng tbd bao gdm tat ca cdc kidu thyc hanh quan h^ edng chdng dupe thyc hipn bdi cdc td chdc. Nhu v§y.
cdc md binh ndy cdn dupe tdi khai nipm hda dd ed thd dai didn cho tdt ea eae hinh thdc thyc hdnh quan hd cdng ehung.
2.2. Quan hd cdng chiing kidu mdi ddng gdp cho muc tieu tidp thi cua td chuc
Bde thdy vd tiep tiii Philip Kotler tu Idu dd ddt ra edu hdi, lieu tidp thi vd quan he edng chung nen dupe xem la ddng minh hay ddi thd eua nhau. Ong eung dd xuat nam md hinh minh hpa eho eae mdi quan he cd the cd gifla tidp thj va quan he edng ehung [7, tt.13-20]. Trong dd, md hinh B "Chdc nang cda tidp thi vd quan he edng chdng Id binh ddng nhung chdng cheo ldn nhau". Md hinh ndy cd thd xem Id minh hpa cho tidp thi quan he edng chung sau nay.
I MakMkig j ( PR j
Hinh 1. N3m mo hinh minh hoa mdi quan he gida quan h? cong chiing v^ ti^p thj Md hinh nay eung dupe nhieu nhd nghien cdu dp dung. Mot ttong sd dd da nhdn xet rdng, "PR vd Marketing hpp tdc v&i nhau bdng cdch xdy dung cdc mdi quan hi v&i ngu&i tiiu dung, khdch hdng, nhd phdn phoi, vd cdc bin hiiu quan khdc thSng qua cdc hogt dpng nhu tdi trg, xdy dung hinh dnh thuang hieu vd quan he v&i gi&i truyin thong" [10], Kdt qua Id, cdng cy tidp thi quan he edng chung cd the mang tdi nhidu Ipi ich cho cdc doanh nghiep bang
TAP CHl KHOA HQC DAI HQC V A N LANG sd 03/2017 each tang cudng uy tin cua hp, eung nhu sy
tin eay tu phia khdch hdng, vd nhu vdy, cd thd duy tii mdi quan hd lau dai vdi hp.
Gia thuydt ddt ra eho nguydn nhan ddn ddn sy tieh hop gifla quan hd cdng ehung vd tidp thi la do "sy thay ddi cda cdng nghd tiidng tin" [9, ti.39-146]. Trong nhung ndm 90 cda thd ky XX, cdc cupe cdch mang cdng nghiep ddn dupe thay thd bdi cdc cupe cdch mang cdng ngh? thdng tin ma ket qud Id vide tuang tac gifla cdc doanh nghidp vd cdng ehung da ttd nen chgt chd han. Do do, cdc cdng cy tidp thi phai thay ddi dang ke de dap ling nhu cdu ngdy cang eao eda traydn thdng dai chdng. Dge bidt, mue tidu cda edc chien dich tmydn thdng cdn tdp trang nhidu ban vao khach hdng thay vi sdn phdm cua cdng ty nhu trade ddy, vd cde kdnh giao tiep cung thay ddi td cdc phuong tien tmyen thdng tmydn thdng sang edc kenh giao tidp mdi hon tidn mang Internet.
Td gde nhin cua tmydn thdng doanh nghidp, ro rdng quan hd cdng ehung ddng mdt vai ttd quan ttpng. Va trong thdi dgi cdng nghd thdng tin phdt tiidn nhu hidn nay, cae hpc gid nhdn mgnh rang quan h?
cdng ehung cd "gid tri ddng kd vd mat tiep thi". Sy tieh hop cda tidp thi va quan he cdng ehung md kdt qua la edng cu tiep thi quan hd edng chung ra ddi, cho thay sy quan tdm ddn nhiing lpi ich cda vide xdy dyng mdi quan he cua khdch hang. Tidp thi quan he edng chung la mdt cdng cy djnh hudng khdch hang, phu thude vao viec cdc td ehde can phat tridn giao tidp hai chidu dd hieu ro nhu eau cua khdch hdng va tim cdch ddp dng nhiing nhu cdu dd. Bdn canh dd, tiong thd ky XXI, vide ndng cao phuang tidn tmydn thdng xd hdi (Social media) va
tiep thi lan tmydn (Viral marketing) se doi hdi hidu qud cao ban nfla td cdng ey tidp thi quan he edng chung.
3. NHAN XET
3.1. Nhirng thieu sdt cua cdc nghien cuu hipn t^i
Cde tranh ludn vd mdi tuong quan gifla hai khai niem tidp thi vd quan he eong ehung da dupe gidi quydt tiong nhieu nghidn edu. Tuy nhidn, rdt it ttong sd do trye tidp thao lugn ve su tieh hpp gifla tiep thi vd cac cdng cu khae, dac bidt Id cdng cy quan he cdng chung. Ngoai ra, thugt ngfl tiep thi quan he cdng chung chua dupe nghidn edu nhidu, chi mdt vai bai bdo dd cdp ddn vdn de nay va xem dd la mdt khai nidm quan ttpng can dupe tim hidu them.
Cde khdi niem quan hd cdng ehung va tidp thi can dupe giai thich chi tiet hon ttong mdi quan he vdi cdc cdng cu xdc tidn chidu thi va ede cdng cu traydn thdng khdc.
Hon nfla, eae hpc gid vd cac chuydn gia quan he edng chdng cdn xde djnh cu the han sy tich hpp giua tidp thi vd quan he edng chung. Nhu vay, ddy la vdn dd can dupe dgt ra cho cdc nghidn cuu tiong tuong lai de hidu ro ban vd tieh hpp dupe edc khai nidm ndy.
3.2. iTng dung thyc tiln
Trong bdi cdnh tmydn thdng thudng xuydn thay ddi nhu hien nay, nai khdch hdng giii vi tii tmng tdm, cdc td chdc phdi quan ly cdc cdng cu trayen thdng cda minh mpt each hieu qud ban de ed thd canh ttanh va tdn tgi. Chidn lupc tinaydn thdng ndi chung ddi hdi sy tuang tde chat che giiia cdc ben hflu quan. Nhu vdy, edng chdng mdi nhan dupe thdng didp nhdt qudn thdng qua cac kenh thdng tin nhu hp mong mudn.
TAP CHi KHOA HQC DAI HQC V A N LANG Trinh Vigt Dung va Igk Hien nay, su thanh cdng cda mpt kd hoach eua edc cdng cy khac nhau, ma tiep thi tiTiydn thdng khdng thd dupe cdu thdnh td quan he cdng chdng la mot gidi phdp hodn mpt edng cu don le ma ddi hdi sy ti'ch hpp toan kha thi.
T A I L I ? U THAM K H A O
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Dividing the conceptual domain and operational turf. Public Relations Review.
2. Cutlip, S., Center, A., & Broom, G. (1985), Effective Public Relations, Prentice-HaU.
3. Grunig, J. E., & Hunt, T. (1984), Managing public relations (Vol. 343), New York: Holt, Rinehart and Winston.
4. Harris, T. L. (1993), How MPR adds value to integrated marketing communications.
Public relations quarteriy.
5. Kitchen, P. J. (1993), Public relations: A rationale for its development and usage within UK fast-moving consumer goods firms, European Journal ofMarketing.
6. Kitchen, P. J., & Moss, D. (1995), Marketing and public relations: an exploratory study.
8. Papasolomou, I., Thrassou, A., Vrontis, D., & Sabova, M. (2014), Marketing public relations: A consumer-focused strategic perspective. Journal of Customer Behavior.
9. Schultz, D. E. (1996), The inevitability of integrated communications. Journal of Business Research.
10. Stioh, U. (2007), The conundrum of public relations versus marketing: Clarifying the differences in terms of relationship management.
11. Engineering Ethics, Pearson Prentice Hall, Upper Saddle River, NJ.
Ngay nhgn bdi: 22/02/2017. Ngdy bidn tap xong: 15/5/2017. Duydt ddng: 02/6/2017
