Journal ofScience-2016. Vol 10 (2), 63-74 Part B: Political Sciences. Economics andLaw
Tap chi Khoa hoc Tru'dng Dai hoc An Giang ISSN 0866 - 8086
GIAI PHAP PHAT TRTEN THlTOfNG HIEU N l T d C M A M TRUYEN THONG TINH AN GIANG TRITCING HOP DIEN HINH - N l T d C M A M BINH HU'DNG
Trmh Hoang Anh', Luu Thanfa E>uc Hai^
'Trudng Dgt hgc An Giang
^Truang Dgi hgc Can Tha Thong tin chung:
Ngay nhgn W c 24/02/2016 Ngay nhgn ket qua binh duyet:
28/04/2016
Ngay chap nhgn dang: 06/2016 THU:
Severil tendencies and solutions to develop the traditional fish sauce in An Giang province: Dinh Hvong fish sauce
Tic khoa:
Nhgn biet dntang hi^u, nu&c mam Dinh Huang, phdt trien diucmg hi?u Keywords:
Brand-awareness.
Dinh Huang fish sauce, brand name development
A B S T R A C T
The objectrves of this study aim to (1) analyze marketing activities and process of building the brand name "Dinh Huong fish sauce", (2) measure brand- awareness t^Dinh Huong's consumers in Long Xuyen city, and (3) propose solutions to develop cf Dink Huong fish sauce. Exploratory factor analysis, Cronbach's alpha, multiple linear regression were employed fun- data analysis.
A sample of 222 was collected by convenience sampling. Results show that die awareness of Dinh Huong fish sauce is composed of two groups of factors:
basic brand-awareness and brand-awareness via products and packages.
Solutions for the development of Dinh Huong were proposed: branding, 4P Marketing andpersormet
T6M TAT
Nghien cuu dugc thuc hien vdi ba muc tieu (1) Phdn tich hien trgng hogt dong marketing, qud trmh x^ dung thuang hieu nudc mdm Dinh Huong, (2) Ddnh gid muc dp nhgn biet thuong hieu nudc mam Dinh Huang cua nguai tieu dOng thdnh phd Long Xuyen, (3) De xudt gidi phdp phdt triin dntang hi?u num: mdm Dinh Huang. Cdc phirong ph^ trong nghien cuu bao gdm: phdn tich nhdn td khdm phd, he so tin cgy Cronbach's Alpha, phdn lich hdi guy tuyen tinh boi.
Mdu dugc chgn theo phuang phdp chgn mdu thudn tien, c& mdu Id 222. Ket qud nghien ciiu cho thdy md hinh muc do nhdn biet thuang hieu nudc mdm Dinh Huong gdm hai nhdm nhat to: nhdn dien Ihuang hieu ca bdn vd nhgn dien thuang hieu tren sdn phdm vd bao goi. Nghien ciiu de xudt mot so gidi phdp chinh de phdt trien thuang hieu mrdc mdm Dinh Huang nhu: qudng bd thuong hieu; Marketmg 4P vd nhdn su.
1. G i d l T H I E U
Trong kinfa doanfa, viec xay dung va phat trien thuong hieu la van dS song con ciia doanfa ngfaiep.
£)e ^ tai va pfaat trien, doanfa ngliiep ngoai viec pfaai tao r a san pfaSm faay dicfa vu cd cfaSt luong ^ t nfaat cfao khacfa hang, con pfaai no luc lam cfao kfaacfa hang nfaan biet duoc tfauong hieu ciia minfa, bdi vi cac san pfaam, diefa \'u canfa tranh ngay cang
trd nen giong nfaau ca ve gia, kieu dang va tinfa nang cdng dung. Diem kfaac biet giua cac san pham, dicfa vu cfai cdn pfau tiiupc vao uy tin va fainfa anh thucmg faieu eiia doanfa ngfaiep. Do do, tiiuong hieu cd vai tid rat ldn ddi vdi ca doanfa ngfaiep va ngudi tieu dung.
Doi vdi ngudi bea dimg, thuong faieu la can cu quan trpng de ra quyet dinfa cudi cung trcng faanfa
Joumal ofScience - 2016, Voi 10 (2), 63 - 74 vi mua slm. Bdi vi, tfauong hi?u giup ngudi tieu diing pfaan biet nfaanh cfaong san pfaam can mua vdi rat nhiSu san phim ciiiig lo^ii khac tren tiii trudng.
Ben egnfa do, tiiuong hi$u gop pfaan tgo nen gia tri ca nhan cfao ngudi tieu diing, nd Iam cho ngudi tieu diing cam giac duoc sang trpng, noi bat, co dang c ^ hon va dupe ton vinfa kfai tieu dimg san pfaara mang thucmg hi^u do. D6ng tfadi tfaucmg fai$u t^o nen tam ly yen tam ve cfait lupng, giam tiueu rui ro trang tieu dimg tii do dan dSt fap di den quyit dinfa tieu diing san pfaam (Nguyen Qude Tfainfa &
Nguyin Tfaanh Trung, 2012; Truong Dmh Chien, 2005).
Doi vdi doanh ngfaifp, tfauong hieu tiianh cong tao ra tai san cfao doanh nghiep va tgo dupc vi tiie canfa tranh ben vung. Khi thucmg faiSu dS tao Arpc long tin Clia kfaacfa faang se de dang dat dupc su tnmg thanh oua khach hang, tir do mang lgi nfaung lpi ich tfailt tiiyc cfao doanfa nglii^ nfau kfaa nang tiep can tfai tmdng mpt each de dang va sau rpng hon, ngay ca khi doanfa ngfai^ dua ra tiii tmdng mpt cfaiing logi hang hda mdi. Ben cgnh dd, tiiucmg faifu manfa cdn tao dieu kien va dam bao cho doanfa ngfaiep trong viec tfau faiit von d&i tu va gia tang cae moi quan faf ban faang, tu do doanh ngfaifp cd dupc mdi tnrdng kinh doanh thugn lpi, gdp phan giam gia thanfa san pfaam va nang cao sue cgnh tranh ciia hang hda va doanh nghifp (Nguyin Quoc Thjnh &
Ngi^en Thanfa Tnmg, 2012; Tmong Duih Cfailn, 2005).
Tfaeo tac gia Van Nfaat (2011), d Viet Nam faien n ^ cd hon 98% so fap gia dinh su dyng nudc m i n trong cac bua an nfaung r3t it ngudi tieu diing ed the phan biet dupc giua nudc mSm pha cfaf cdng nghifp va nudc mjm san xuSt theo phuong tinic tmyen tiiong. Hifn nay nudc mim hnySn tfaong d Viet Nam dang dan mk vi tiie tien tiu frudng, 60- 70% tili phan trong nudc timpc vf san pham nudc mam pha chi cong nghifp. Nguyen nhan la do cac san pfaam nudc mjm tmyen ttidng it dupc dau tu
PartB: Political Sciences. Economics andLaw tiep thi, quang ba nen cac cong ty dang diing tmdc tiidch thiic ldn, kfadng ttm dupc dau ra cfao san phim Clia minh. Trong khi dd, hang logt san pfalm nudc mam pha cfae cdng nghifp dupc quang cao va tiep thi rat ram rp, npi dung quang cao tl^ tiung vao vifc khien ngudi tieu diing ngd nhSn nudc m ^ pha cfae cdng nghiep dupc san xuat theo phuang phap tmyen tfaong.
Nudc mSm Dinfa Hucmg la san phim dupe san xu§t theo phuang tfaiic t m y ^ tfadng tai tinh An Giang.
Thuong hieu aay da cd mat tren Qu tnidng hon 50 nam qua. Trong qua trinfa faogt dpng san xult kinh doanfa, tiiuong faifu nudc mam Dinfa Huang da dgt dupc nfaidu tieu chuan chit lupng trong nudc, quoc tS va dupc cac Bp, Nganh Trung ucmg pfaong tgng itiueu danfa faieu trong nganfa, Tuy nfaien, tiiuong faifu nude mam Dinh Huong chi phat tiien mgnfa d tili trudng An Giang va tiianfa pfad Ho Qii Minh (TPHCWQ. Ngfaien cuu nay pfaan tiefa faifn frgng cac faoat dpng marketing ciia ca sd san xuat nudc mam Dinh Huong va danfa gia miic dp nfagn biet thuang faifu nudc mam Dinfa Huong ciia ngudi tieu diing de giup co sd cd dupc giai pfaqi pfaat tnen thuang hifu trong tuong lai.
2. ca SOf LY THUYfiT VA PHlTONG P H A P N G H I E N CtfV
2.1 Cor sd ty thuyet
Tfaeo Le Xuan Tiing (2005), de cd tfae xay dung tfauong hifu phat trien ben vung trong dai fagn, cac doanfa nghifp cd Ifae tham kfaao nam budc sau: (1) Xae dinfa cau tnic nen mdng thuang hifu, (2) Dinfa vi tiiuong faieu, (3) Xay dung cfaien lupc tfauong faieu, (4) Xay dyng cfaien lupc tmyfin tfadng, (5) Do ludng va hifu chinfa ke hogch tmyen tfadng. Ben canfa do, tac gia Le Xuan Tiing cung de xuat md fainfa xay dyng va phat trien tfauong faifu ben vung nfau Hinfa 1 ben dudi:
Journal oj Science-2016. Voi 10 (2). 63 - 74 PartB: Political Sciences, Economics andLaw
M 6 H I N H X A Y D V * N G V A P H A T T R I E N T H I T O N G H i i u BEN VUlVG
Doanfa nghifp x&y dyng uy tin va hinh anfa tfauong hieu biing each kfadng ngung nang cao: cfait lupng san pfaam va dicfa vy cfaam soc khach faang
Xl^ dung mang ludi pfaan phoi dua tfauong faifu den vdi ngudi tieu diing
Kfadng ngung dau tu vao ngfaien cuu va pfaat trien, tao san pfaam mdi d ^ ung
nfau cau ngudi tieu dung Quang ba tfaucmg faifu, fhdng tin san pham, tfauyet pfayc ngudi tieu dung mdt
each cd hifu qua
Ngfaien cuu tiii trudng Xae £nfa ro doi tupng kfaach
faang muc tieu
Tfaiet ke £nfa vi tfauong faifu cfao san pfalm trong mpt chien lupc marketing tong the nfalm vao khacfa hang
myc tieu
Dang ky bao hp nfaan faieu san pham (hing fada/dicfa
vy)
THirONGHIEU BEN VUNG
Quang cao va eham sdc khacfa hang
Nha nudc hd trp de cac tfauong faifu Vift Nam dung vihig tren thi trudng trong nudc va vuon ra thi trudng tiie gidi thdng qua:
- Co cfae cfainfa sach.
- Tuyen tmyen, nang cao nfagn fliue ve tfaucmg faieu.
- Tang cudng nang lyc kinh doanfa, nang lyc quan ly va xl^f dyng tfaucmg hieu.
- Xay dung va quang ba thuang hifu quoc gia.
- Tang eudng co che tiiye tiu bao hp thuong hieu, cfaong hang nhai, hang gia.
Tac dpng tich cyc tdi nfagn flnic cua doi tupng tieu dung trong va ngoai nude. Tgo dung mdt pfaong c^fa dac biet va kfaac biet ciia tfauong faifu
Doi tupng tieu dung cfaap nfaan, gan bd va pfad bien tfauong faifu Hinh i. Md hinh xay dimg va phat trien thuong hifn bfn virng
(NguSn: Li Xudn Tung, 2005)
Joumal ofScience - 2016, Vol 10 (2), 63 - 74 Tfaeo Nguyen Qu6c Tfainh va Nguyen Tfaanh Tmng (2012), hf tiiong nfaan difn tiiuong hifu bao gom cac quy djnh Sli dyng mau sk, ten gpi, each tiuic sap xip va bd til cac nfi dung tiidng difp cua tiiuong faifu, giup khach hang cd tiie hen hrdng den tiiuong hifu. Tuong dong quan diem tifn, Phan Dmfa Quyen, Trin Thi "i^ Nhi, Vo Thi Ngpc Trinh va Nguyen Ngoc Que Tran (2010) eho r k g , fae tiidng nh?n difn tiiuong hieu la m§t hf lfa6ng cac cong cy nfau: ten tiiuong faieu; logo fai^ bilu hrpng;
cau khau hieu; nfaac faifu, am tfaanh; bao bi; tiuet ke va kieu dang. Tmong Dmh Chien (2005) cho ring, eac yeu to tao nen sy nhgn biet thuong faifu bao gom: nfagn biet qua trift ly kinfa doanfa, nfagn biit qua hogt dpng tiiuc tl va nfaan biit qua trayen tiidng tfai giac. Trong dd, npi dung cfainfa tiiang cac nhdm yeu to n ^ la b:fu tupng, kfaau hifu, mau sac, phong bi, danh thiep, biln hifu, frang pfayc,... Nfau vsy, hf thing nhgn dien tfaucmg faifu bao gom (1) cac yeu to nhan difn ca ban, (2) cac yeu to nfaan dien tren cac tai heu van phdng, (3) cac yen to nhan difn tren san pham va bao gdi, (4) cac yeu to nhgn dien tien cac bien hifu va (5) cac yeu to nfagn difn frong tmyen tfadng marketing.
Tfaeo Phan Dinh Quyen va cs. (2010), cae muc do nhan biet bao gom: kfadng fae nfagn biit tfauong hifu la gi, nfaan biet nfaung can pfaai cd gpi y faoac ho fro va nhan biet diiu tien. Tfaeo Le Xuan Timg (2005), miic do nfagn biet tfauong faieu cd the cfaia tfaanh ba cap dp khac nhau: nfaan biit dau tien, kfadng nfaac ma nfad va thap nhat la nfalc mdi nhd.
Nhu vgy, cac cap dp nhgn biet thuong hieu bao gom: nhan biet dau tien, nfagn biit kfadng can nhac, nfagn biet nhung can pfaai cd gpi y faogc fao trp va cuoi cimg la kfadng hi nhan biit tiiucmg hifu la gi
Nguyen Dinfa Thp va Nguyen Thi Mai Trang (2008) cfao r&ig, nfaan biet la yeu td dlu tien dl ngudi tieu diing phan logi mot thuong hifu tiong mot tap cac tiiucmg faifu canfa franfa. Theo Le Xuan Timg (2005), nhan biit tiiuong hieu la giai doan dlu tien frong tiln frinh mua slm va la freu chi quan frong de do ludng siic manh ciia tiiuong hieu. Trong cac md hmh vl gia tri tiiuong hifu
PartB: Political Sciences. Economics andLaw cua Aaker (1991), KeUer (1993), Nguyin Dinh Thp va Nguyen Thi Mai tiang (2002) dlu co sy faifn difn cua yeu to nfaan biet tixing mo hinh (Nguyen Dmh Tfap & Nguyin Tfai Mai Trang, 2007). Dilu nay cho thay, yeu to nhgn biet thuong hifu cd vai trd rat quan tipng doi vdi sy phat biln Clia mpt thuang faieu.
Md hinh nghiSn cdu: dya tren co sd ly tiiuye^
cac nghien cuu cd lien quan va mye tifu cua nghien ciiu nky, md hinh vl giai p h ^ pfaat trien tfauong faieu nudc mam Dinfa Huang dupc thirc faien tfaeo md fainfa xay dyng va pfaat trien thuong hieu bin vimg cua Le Xuan Tung. Ben cgnh do, df giai quyit myc tieu ve danfa gia muc do nhgn hilt thuang hieu ciia ngudi tieu diing, ngfaien ciiu ciing da xay dung md hinfa ngfaifn ciiu ve miic do nhgn hilt thucmg hieu thdng qua he thong nhan dien thucmg hifu. Hf tfadng nfaan difn tfaucmg hieu bao gom nam nhan to anfa hudng den miic dp nhan biet tiiuong faieu: (1) cac yiu td nfagn dien co ban, (2) cac yeu to nfagn dien tren cac tai hfu van pfadng, (3) cac yiu to nhan dien tren san pham va bao gdi, (4) cac yiu to nhan difn tien cac bien faifu va (5) cac yeu to nfaan dien trong fauyen thong mariteting. Trong nam yeu to nay, co hai yiu to bi logi ra kfadi md fainfa d budc i^hien cuu so bd la (2) cac yiu to nfaan difn tren cac tai lieu van phdng va (4) cac yeu to nhan difn tifn cac biln hifu. Do dd, ttong md fainfa cdn lai ba yeu to,
^nfa ngfaia eae biln trong mo hinfa ngfaien cuu ve miic dp nfaan biet tfauong faieu (xem phy lyc).
2.2 Phirong phap nghien cuu
Du fafu thli c ^ bao gdm: (1) cac thdng tin ve kinh te, chinh tri, van fada - xa fapi,... (2) tfai trudng san xult va tieu dung nudc mam, (3) cac dii Ufu ve co sd Dmh Huong nfau: quy trinfa xay dyng thuong hieu, faoat dpng dinh vi tiiuong faieu va mariceting 4P. Cac du Ueu nky dupc tim tiiap tu h ^ g du U&i dien tu, bao, t ^ chi va tir bao cao ciia co sd nunc mam Dinfa Huong.
Du Ufu sa cip dupc tfau tiiap tfadng qua hai buoc:
nghien ciiu so bp va nghien ciiu chinfa tfaiic.
Joumal ofScience-2016. Vol 10(2), 63- 74 Budc 1 - Nghien ciiu sa bf: (1) Nghien cuu so bp - dinfa tinh dimg dl kfaanii pfaa, dieu cfainfa vi bo sung cic bien quan sat So ludng khai lufm nghifn ciiu.
Nghien ciiu nay thyc hifn tfadng qua ky fliu|t tiiao lugn nhdm vdi ngudi tieu dimg (n = 10). Ket qua ciia budc n ^ dung dl phac tiiao bang hdi. (2) Nghien ciiu so bp - dmh tinh dupc tfayc hifn tiep tfaeo de kiem tm nhung sai sdt va hifu cfainfa bang hdi da phac Ihao d budc nghien cuu so bp dmh tinh. Nghifn ciiu n ^ tfayc faifn bang phuong phap phdng van trpe tilp tiidng qua bang cau hdi (n = 10), mau chpn theo phuong p h ^ cfapn mau tfaugn tifn.
Budc 2 - Nghien ctiu chinfa Ifauc: dupc tfaye faifn bang phucmg pfaap ngfaien ciiu dinfa lupng. Nghien cuu nay dupc thyc faifn tfadng qua phuong pfaqi pfaong vin biic tiep ngudi tieu diing. (3 budc nay, mSu chpn tfaeo pfauang pfa^ tfauan tien (n = 222) va dupc thu ibsp tai cac phudng trung tam ciia thanfa pfao Long Xuyen nhu: My Binh, My Long, My Xuyen, My Pfaudc, My CJuy, My Hda, Bmh Khanfa, Ddng Xuyen va My Thdi. Viee efapn kfau vyc cfapn man chi thye faien d tfaanfa pfao Long Xuyen la dl nghien eiiu miie dp nhan biet tfauong faifu ngay ncri dgt try sd cua co sd va cimg la dia ban phan phdi chinfa nfau tfae nao, vifc kfadng cfapn man ngfaien ciiu d TPHCM (tfai tradng cfainh thii 2) la fagn che cua ngfaien ciiu n ^ .
Pfauong pfa!^ tinfa huong diing dl thuc hien ngfaien ciiu; Pfauong p h ^ tan so, thdng ke md ta de phan tiefa tfaong tin vl man nghien cuu, miic dd nhan biet Ihuong hifu; Pfauong pfai^ fae so tin cay Cronbach's Alpha diing dl danfa gia dp tm eay cua tfaang do trude kfai tien hanh phan tich nhan to;
Pfauong phap phan tich EFA dimg de nit gon mpt t ^ k biln quan sat trong he tfaong nfaan dien thuong faieu tfaanfa mpt tap F (F<k) cac nhan to cd y ngfaia faan; Pfauang pfa^ phan tich faoi quy tuyen tinfa bdi su dung dl pfaan ticfa eac nfaan to frong he tfaong nfaan difn tfauong faieu tac ddng den miic dd nfaan biet tfauong hieu nudc mam cua ngudi tieu dung; Mo hinfa xsy dung va phat trien thuong hieu ben viing cua Le Xuan Timg lam co sd ly thuyet
Part B: Political Sciences, Economics and Law cho viec dl mat giai p h ^ phat tiien tiiuong faifu nudc mim Dinh Huong.
3. KtT QUA NGHltN CtTU v A T H A O LUAN
3.1 Hifn tr^ng ho^t d$ng marketing ciia cp sd nu'dc mgm Binh Huong
Phan khue thi tnivng, lira chpn thj tnrdng miic tiSu: Hifn tgi, vifc phan khue tiii tradng va lua chpn thi tradng myc tieu ciia co sd Dinh Huong chua tfaat sy ro rang va cu tfal. Tuy nhien co sd ed cfaii y din faai tieu tfauc: (1) tieu tfaiic ve $ a ly la khu vyc Ding blng song Ciiu Long, trudc tifn la thi tradng tinfa An Giang (uu tien tap trung d tiianh pho Long Xuyen); (2) tieu tiuic vl faanfa vi la ly do mua faang (mua de su dyng va lam qua tgng) va lpi icfa tim Idem (nudc mam cfait lupng cd ham lupng dgm cao).
San phfim: Co sd da ngfaien cuu va chpn ra nguin nguyen Ufu tot nfalt dl cfao ra san pfaam 35
"dam, 55 "dgm, 65 "dgm va faifn tai la 72 "dam.
Ddi vdi san pfaam cd do dam cao, ca sd kfadng tfaiet ke dang san pfaam cd tfae ticfa ldn df tranfa tmdng fapp cd nfaieu ca nfaan va to cfaiic mua san pham nudc mam Dinh Hucmg cd do dam cao ve pha chl tfaanfa eac san pham cd dp dgm thap hon dl ban ra tfai tradng va cgnh tranh ve gia ban vdi san pham chinfa faieu ciia minh.
Gia: Ca sd Dinfa Huong duih gia dya vao gia tfaanh, gia ciia doi tini egnfa franh va ip dung chinfa sacfa gia Unh faogt tfaeo timg doi tupng va chung logi san pfaam. Hifn tai, gia ban ciia co sd cao faon gia ban ciia ddi tfaii egnfa franfa do cfai pfai san xuat cao hon Vi vay co sd Dinh Huong can cd giai pfaap de hg gia tfaanfa san pham de co uu thi cgnh franfa ve gia
Pfaan phoi: Kenfa phan pfaoi cfau yeu ciia co sd la tgi tfaanfa pfao Long Xuyen tinfa An Giang, TPHCM va quan Tfaot Not ciia thanh pho CSn Tho. Hien tai, kenh phan phoi chu yeu la kenh ban le tmyen tfaong, khdng qua he tfadng sieu thi. Day Cling chinfa la mdt frong nhiing mat han chl ciia CO sd va nguyen nhan la do sieu tfai cham lhanh toan, cfai thanh toan khi ban het hang
Joumal OfScience - 2016. Vol 10 (2), 63 - 74 Chifu thj: Trong tiidi gian qua, hogt dpng chieu thi Clia ca sd Dirtii Huong chua nhieu va chua dupc quan tim dau tu. Hogt dpng noi bgt nfalt ciia CO sd la tfaam gia cac ky hpi chp va tfayc faien cac ehucmg trinh xa fapi tii tfaien ciia 6ia pfauang va dai tmyen hinh An Giang td cfaiic. Nguyen nfaan la do cfai pfai san xult eao vi gii nguon n g i ^ n Ueu dau vao cao, quy trinfa san xuat rit ky cdng va pfaai mit thdi gian dai mdi sin xuat duoc thanh pfaim.
Vi vay, ngSn sacfa dinfa cfao fao^ ddng quang cao ndi rieng, faoat dong cfaiSu tiii ndi chung hi fagn cfae.
3.2 Qui trinh xiy d^ng thuong hifu cua car sd airdc mim Dinh Huong
Bitdc I -> Xdc <£KA cdu trdc nin mdng thteong hidu: (1) Cdc nhdn biit ca bdn ciia thirong hieu:
Logo miu chii dgo l i do tren nen ving vdi hai tu Dinh Huong, pfaia dudi la hinfa e i com b ^ va can kfaau hifu mau xanh Iuc. (2) Cdc led ich ciia thuang hiiu: Ngudi tieu diing se nh|n dupc nudc mim efaat lupng eao, nfau clu dupc tfada man vdi sy da dgng ve mau ma (kieu dang tfailt ke, the tiefa) vi cfaung logi (ham lupng dam). Ngudi tieu dung cd tam ly an tam kfai sii dyng nudc mim Duifa Huong vi san pfaam dat dupc nfailu efairiig nhan vl an toan vf sinh thye pfalm. (3) Niim tin Clia thuang hi$u: Co sd Dinfa Huong cd Idnfa ngfaifm lam nudc mam fren 50 nam theo phuang pfa^ CO trayin, nudc mim dupc lam tu 100% ca com than Pfaii Quoc, loai ca nay rat giiu dgm v i tgo ra fauong vi dgm da dac tnmg cua nudc mim.
Cpng vdi kinfa nghifm gia tmyln ciia gia 6mh kit hpp cdng nghf hifn dai, da lam cho nudc mim Dinfa Huong cd fauong ndng nan, vi dam di ngudi tieu dung cam tiiay ngon faon. (4) Tinh chdt ctia thuang hiiu: dupc till hien qua ciu kfalu faifu ciia CO sd la "Ngon tfaom linfa khilt bo duong"
Biedc 2 - Binh vi thuang hiiu: Vifc dinfa vi tfauong faifu Clia co sd nudc mim Dinfa Huong chua dupc tiiuc hifn mot each ro rang va he tiiong. Dgc diim khac biet ma ca sd muon khic sau vao tam tii kfaach hang la nudc mim co ham luong dam^ cao nfalt, kinfa ngfaiem lam nudc mim lau ddi nfaat vi nguon nguyen Ufu tot nfalt.
Part B: Political Sciences. Economics and Lav Bttdc 3 -Xdy dftng chien litpc truyin thdng: Kk faoacfa v i chien lupc d budc niy ciia co sd Dinh Huang rat don gian, co sd chi xfiy dyng ke hogch tfaam dy fapi chp faang nam. Ngoii ra cfaua cd kl ho^fa nio kfaic noi trpi.
Bud'c 4 - Bo lirang va hiiu chmh ke hogch truyin thdng: Mgc dii efailn lupc tiuyin tiidng Clia CO sd Dinfa Huong rfit dan gian, chi tham gia fadi chp hang nam nhung cdng ty ciing ohua co ke hoach danfa gia faifu qui cua chien lupc nay.
Nhu vay, qua trinh xay dyng fliuong hifu cua co sd Dinfa Huong rat don gian, tfaieu budc quan trpng la x% dyng cfaien luoc fliuong hifu sau khi da dinfa vi fliuong hieu. Ben egnfa dd, cac hudc khic nhu budc faai, budc ba v i budc bon tfailu rat nfaieu npi dung quan trpng. Dilu nsy cfaung to ring qua tiinfa xsy dyng tfauong faieu ciia co so Dinfa Huong cdn nhieu thilu sdt va da inh hudng din viec phat trien tfauong hifu nudc mim Dinh Huong.
3.3 Mirc dp nh$n b i ^ thirang hifu nud'c mim Dinh Huvng cua nguM tiSu dding thinh phd Long Xuyen, tinh An Giang 3.3.1 Thdng tin vi mdu nghiSn cuu Tong so phieu kfaao sit ngudi tieu diing dupc pfaat m l i 300 pfailu. Sau kfai tfau ve, logi bd nfaung phieu khdng fapp If va logi tra nfaung pfailu khong tfau faoi dupc tfai so phieu dii dieu Iden dupe xa ly va pfain ticfa la 222 pfailu.
3.3.2 Mdc dd nhdn biit nhdn hiiu nuac mdm Ket qui ngfaifn ciiu cho tiiay tiiucmg hifu nudc mam dupc ngudi tieu dung biit dlu tien cfaiem ty le cao nfalt li Nam Ngu (efailm 33,3%), tini faai la Dinh Huong vi thii ba la Thanfa Liem, eac thuong faifu kfaac cfaiem ty If rat t h ^ . Xet rieng vl c ^ dp nfaan biet thuang faieu Dinh Hucmg tfai co den 83% ngudi tieu dimg tfainh pfao Long Xuyen nhgn biet tfaucmg faifu nude mam Dinfa Huong, trong So cd 27% ngudi tieu dung nfaan biet khi dupc nhic.
Day la dilu rat thuan lpi trong vifc phit triin tfauong faifu nudc mam Dinh Huang.
Joumal OfScience - 2016, Vol 10 (2), 63 - 74 3.3.3 So luang ngudi tieu dimg da tung stt dung
nudc mdm Dinh Huang
Ket qui nghien ciiu dio thay so lupng ngudi tieu dung da tung sii dyng nudc mim Dinfa Huong efailm ty If cao, chiem 63%. Tuy nfaien, faifn tgi cd 32% ngudi tieu dung tfaanfa pho Long Xuyen dang Sli dung nudc mam Dinfa ^uong. Dilu nay cfao tiiay nfau cau sir dyng nudc mim Dmfa Huong giim di trong faifn tgi vi tren tfai tiudng xuat faien ngiy cang nhieu thuang faifu nude mim kfaac, dac bift la nude mam pha chl cdng nghiep, Cac thuong hifu mdi niy dupc quang ba rim rp va cd muc gia ban tfa^ facm cdng vdi viee ngudi tieu dung kfadng phin bift dupc giua nudc mim truyen flidng va nude mam pha che cdng ngfaiep da tfau faiit so lupng ldn ngudi tifu dimg. Dilu n ^ cd tfae lim giam thi pfaan cua nudc mam Dinfa Kuong.
3.3.4 Mdc dd nhdn biit thttong hiiu nudc mdm Dinh Huong cua ngudi tiiu dung thdnh phd Long Xuyin thdng qua hi thdng nhdn
diin thuong hiiu Kft qua kiem dinh thang do
Ket qua kiem dinh thang do cac nfaan to trong fae tfaong nfafin dien tfauong hieu nudc mam Dinfa Huong cd faai bien hi logi bd la X6 va X14 do faf so tuong quan giua bien va tong nfad faon 0,30.
Kft qui idem dinh cy tfaf khi logi bd hai bifn X6 va X14 nhu sau:
(Fl) Nfaung yeu td nfagn difn tfauong faifu ca ban, hf so Cronbach's Alpha 0,738, gom cic bien:Xl,X2,X3,X4,X5.
(F2) Nfaiing yeu td nfain difn tiiuong faifu tren san pfaam vi bao gdi, fae sd Cronbach's Alpfaa 0,787 gom cac biln: X7, X8, X9, XIO.
(F3) Nhiing yeu td nfaan difn tiiucmg faifu trong trayen thong maiketing, he sd Cronbach's Alpfaa 0,776 gom cac bien: X l l , X12,X13
Ket qua Idem dinh thang do (F4) miic dp nfaan biet tfauong faieu nudc mam Dinfa Huang ndi cfaung cua ngudi tieu dung, hf so Cronbacfa's
Part B: Political Sciences, Economics and Law Alpfaa 0,826 gdm cic bien: X15, X16, X17, X18, X19,X20.
Phfin tich nhfin to doi vdi cac yen td trong hf thong nh^n difn thinmg hifu
Ket qui phan tich nhan td lin faai (sau kfai loai bien X5 trong phan ticfa nfaan to lan mpt): Tri so KMO 0,690 (tiida dilu kien giira 0,5 va 1), kifm dmfa Bartiett's vdi miic y ngfaia 0,000, cfaung minh phuong pfa^ pfaan ticfa nfaan to la phu hop. Ket qui Ii cd ba nhdm nfain to (nfain to nfagn dien tfauong faifu eo ban, nfaan to nfaan difn thuang hifu tr«a sin pfaam va bao gdi, nfain to nfain dien thuang hifu trong tn^en thdng marketing) v i tdng pfauong sai tricfa l i 63%, nghia la kfaa nang giii tfaicfa ciia ba nfadm nfain to n ^ cfao sy bien thien cua dii Ufu Ii 63%. Nfau viy, sau kfai tien fainfa Idem dinfa gii tri tiiang do vi pfaan ticfa nfaan to tfai so lupng nfaan to van la ba nfaan to nfaung so lupng bien giam 3 biln (X6, X14 v i X5) cdn 11 bien.
Phfin tich nhfin to ddi voi muc df nhan biet thuvng hifu nirdc mfim Dmfa Htnmg Kit qua cho (faSy tri so KMO kha ldn 0,815 (giira 0,5 vi 1), kifm dinh Bartiett's cd miic y ngfaia rat nhd 0,000 (nfad facm 5%). Dilu nay cfao tfaay su pfaii fapp cua pfauong pfaip pfaan ticfa nfaan to kfaam pfai. Ket qua cd mpt nfadm nhin td v i tong phuang sai tricfa l i 54,3%. Ben canh dd, tat ea eic bien tir X15 din X20 deu dupc giu lai tiong md hinh
Phan ticb hoi qny tny&i tinh cac nhan td nhan dien thmmg hieu anh hirdng den muc dp nhan biet thutfng hieu nurffc mfim Dmh Ho-ong cua nguffi tieu dung
Cac bien sii dung tiong md hinh hoi quy duoc hinh tfainh tu phan ticfa nhin to nfu tren. Cac bien ddc 1 ^ bao gom: (Fl) Nhin to nfaan dien tfaucmg faieu CO ban, (F2) Nfain to nhan dien ifauong faieu tren san pham va bao gdi, (F3) Nhin td nfaan dien tfauong faieu frong truyen tfadng marketing; bien phy thudc (Y) Mirc dp nfaan biet tfauong faifu nudc mam Dinfa Huong
Joumal ofScience - 2016. Vol 10 (2), 63 - 14 Bang 1. Ket qui phan tfch hU quy
PartB: Political Sciences, Economics and la»
M o h i n h R R^
1 0,612 0,375 ' M 6 h i n h t d n g q u a t
R^ dieu chinh Sai s6 chuan Durbin-Watson 0,361 0,799 1,962 A N O V A
Gia tri IciSm djnh F = 26,973 Miic y n g h i a 0,000 M S h i n h bSi q u y
H^ so H$ so chuan c h u a chuan hoa h o a M o h i n h
B Sai so
chuan
Miic y nghia
Hang so F2 F l F3
8,499E-17 0,068 0,311 0,068 0,527 0,068
0,311 0,527
0,000 4,571 7,746
1,000 0,000 0,000 -0,009 0,068
Bien phu thudc: Y - Miic dp nfain biet fliuong faifu n u d c m i m Dinfa H u o n g
Ket qua frong Bang 1 cfao tfa^ kiem dinfa F v d i miic y ngfaia rat nfad 0,000. N h u vay, g i i t h u y l t Hfl. R^ = 0 va gia tfauyet tat ca cac fae so faoi quy bang 0 (trii faang so faoi quy b l n g 0) hi b a c bd.
Dieu nay chiing minfa efao dp pfau h p p ciia m o hinfa faoi quy tuyin tinh tong the. V d i g i i tri R^
dieu efainfa b l n g 36,1%. Dieu nay cd ngfaTa la eac bien dpc \sp duoc dua v i o md fainfa ( F l , F2, ngogi trir F3 do bien nay kfadng cd tac dpng cd y ngfaTa ve mat tiiong ke) giai tiiicfa dupc 3 6 , 1 % sy bien thien ciia bien pfau tfaupe Y - M u c dp nfaan biet tiiuong hieu nudc mam Dmfa Huong, con lai l i do t i c dpng cua cac y i u to kfaac cfaua dupe d u a vao mo hinh.
(Nguon: So lieu Idido jot 2014}
T d m lgi, sau khi danh gia v i kiem dmfa sir phu fapp cua md fainfa, pfauang trinh hoi quy tuyen tinh n h u sau: Y = 8,499E-17 + 0,527F1 + 0,311F2.
Q u a phuong trinfa fadi quy neu tren efao tiiay, miic dd nfaan biet tfauong faifu n u d c mam Dinh Huong cd moi quan hf t u y r a tinh thuan cfaieu doi vdi nhan to nfaan dien tfauong faieu c o ban v i nfaan difn thuong faifu tren s i n pfalm v a bao gdi. Trong d6, miie dp n h i n h i l t thuong faieu tiiong qua nhan to nfain difn thuang hifu co b i n cd t i c ddng mgnh faon m u e dp nhan b i i t tiiuong faifu tfadng qua nhin to nfain difn tfaucmg faifu tren s i n pfaam va bao goi.
Joumal of Science - 2016, Voi 10 (2), 63 - 74 PartB: Political Sciences, Economics andLaw
Cac yeu to nhan dien co ban
Cac yen t6 nhan dien trSn san p h ^ va bao goi
0.527
0.311
MffCDO NH^NBlfiT TBfirONGHIfU
Nirdc MAM DiNHHirONG
Hinh 2. Mo htnh mirc d§ nhfin bift thuang hifu nirtfc mfim Dmh Hutfng cua ngirdi tieu diing thanh pho Long Xuyen
3.4 Gifii phap phat triin thuvng hifu nirdc mfim Dinh Huvng
Cfin cu de de xuat giai p h ^ pfaat trien tiiuong hifu nudc mam Dinfa Hucmg dya vio: (1) trien vpng va nhu eau thi tnrnng, (2) hifn trang hoat ddng marketing v i qui tiinfa xay dyng tiiucmg faifu cua CO sd Dinh Huong v i (3) dinfa faudng pfaat t r i ^ eiia eo sd Dinfa Hucmg.
Cae nfadm giai p h ^ efainfa dupe de xuit bao gom:
xic dinfa tfai trudng myc tieu, dinfa vi fliuong faifu, marketing 4P (trong tim la pfaan pfaoi, cfaieu flii), x ^ dyng faf tfadng nfagn difn tfaucmg hifu v i nfain sy.
3.4.1 Xdc dinh thi trudng muc tt&u Trudc mit se t ^ trung bao phu tai tfai tmdng hifn cd Clia CO sd do la tfaanh pho Long Xuyen tinfa An Giang, tfaanh phd Ho Chi Minfa va qugn Tfaot Not cua tiiinfa pfao Can Tfao. Trong So, t%) trung efainfa tgi tili tiudng Long Xuy^ vi faien tai day la tfai trudng diinfa cua co sd nfaung miic dp bao pfau cfaua cao. Ve lau dii se faudng den nfadm kfaacfa faang toan tinfa va cic tinfa lan can.
3.4.2 Dinh vi thttong hieu
Tfadng difp Sli dyng de dinh vi cho tfauoi^ faifu nudc mam Dmfa Huong i i "Ngon thorn, tinfa kfailt, bd duong". Ngon tham, nhan mgnh nudc mam pfau hpp khan vi vi dap iing nhu cau cua ngudi tieu dung, vdi kinfa nghifm gia trayen cua gia dinh tii cha dng kft hpp cdng ngfaf faifn dai, da lam cfao nudc mam Dinfa Huong cd fauong ndng nin, vi dim da ngudi tieu diing nudc mam Dinfa
Huong cim tfaay ngon hon. Tinh Idiiet, mang tinfa efaat die trung ciia nudc mim san xult flieo pfauang pfaqi tmyln tfaong, nudc mam dupc Iam tii 100% c i cam tiian Phii Quoc, day l i mpt loii c i giiu chit dgm kfadng nfaung tfae nd cdn tgo ra huong vi dim di dgc trung cda nude mim. Bd throng, nhan manh dp an toin vf sinfa fliye pfaam, la loai nudc mam cd faam lupng dgm cao, kfadng pfaa cfai cdng ng^fp.
3.4.3 Marketing 4P
San phfim: Danh muc san phim trong giai doan mdi: (1) San pfaam nudc mam Dinfa Huong vi (2) tiiyc faifn cfaien lupc da dgng hda dong tim l i san xuat tfaem cac san pfaam gia vi nfm nem mang cung tfauong faifu Dinfa Huong nhu: nudc tuong, tuong dt, giam ehua, muoi tieu, muoi dt. Co sd dl de xult ehien lupc da dang fada ddng tam Ii tfadng qua ket qua khao sat nfau cau sir dyng eic sin pfaam gia vi nem nem, cd din 95% ngudi tieu diing tfainfa pfao Long Xuyen (tinh tren mau quan sit) cd SIX dyng cic loai gia vi kfaac ngoii nudc mam nhu: nudc tiicmg, tuong dt, mudi tieu, muoi dt, hat nfm vi giam cfaua. Dieu nky cfao tiiay nhu ciu thi trudng ve cac loai gia vi nay rat Idn, d ^ cung li CO sd dl Dinh Huong pfait trien va md rpng tiiuong faieu ciia minfa.
Gia: Dya tren tfadng tin ve gia tit kfaacfa faing, ddi thli canfa franfa v i gia tfaanh sin pfaam, co sd dinfa gia ciia timg loai san pfaim linh hogt pfaii fapp vdi tiing kfaiic tfai trudng. Cfainfa sach quan ly gia:
kiem soat gia theo gii ban khuyen ngfai - m gia kfauyen ngfai tren bao bi va nhan hieu san phim.
Joumal ofScience - 2016, Voi 10 (2). 63 - 74 Chiin lupc nay tiinh tiirdng fapp tnmg gian pfain pfadi bin san phim vdi gia qua cao lim mat di uu thi canfa tranh ve gia so vdi cic doi tfaii egnfa tranfa.
Phfin phdi: Tang cudng phat Iriln kenfa pfaan pfaoi ci vl sl lupng kenh va so trung gian trong kenh.
Ddi vdi kfnh ban le tap frung pfaat trien c i kenfa ban Ie trayin tfaong vi kfnfa sieu thi, trong dd kenfa ban le tmyen thong giii vai trd cfaii dgo. Phit tiien kenfa sieu tiii se eung eo tfaem fainfa anfa an toan, cao c ^ vi ting miic dp nfagn bift tfauong faieu efao san pfalm. Viec md rpng kenh phan pfaoi dupe tfayc faifn ca trong v i ngoai tinfa. Trade mat, ti^ trung md rdng k^ifa pfaan pfaoi frong ti'nh^ mi tien bao pfaii thi tmdng tfaanfa pfal Long Xuyen.
Chinfa sach quan ly kfnh pfaan pfali: (I) Tieu chl tuyen chgn: tfaim nifn, kinfa ngfaifm; khi nang am faieu kfaicfa faing; thanfa tiefa ting budng vl doanfa sd vi lpi nfaugn; kfai nang fapp tic vl gia ban vi dja bin phan phoi; kfai nang fri np va danfa tiing, uy tin frong kinfa doanfa. (2) Chinh sdch khuyin khich: ting muc cfai faoa fadng tii 3% len 5% dl md rpng so lupng kenfa va cic thanfa vien trong kenh; khen thudng cfao trang gian cd doanh so ban cao tiieo tiiang vi quy; ho tip cfai pfai trung b ^ bang cho eac trung gian phin pfaoi cfainh (3) Ddnh gid cdc thdnh viin: danfa gii tiieo miic doanfa so mi tmng gian pfaan pfali dat dupc.
Chifiu thi: (I) Tiln hinfa quang cio tren dii fruyen hmh, cu flil la dii tmyln bmh An Giang.
Ndi dung quang cio tap ttung vio chat lupng - ca com nguyen ehat va cic danfa hieu dgt duoc, die biet li nhan manfa ve cdng ngfaf san xult flieo pfauang pfaj^ trayin tfadng. (2) Thanh lap ttang web ciia co sd. ding cic tiidng tin ve licfa sii famfa tiianh vi phit tiiln ciia ca sd; cac tiianh tich, danfa faieu dat dupc; phan biet giira nudc mim u tiieo phuong pfaap tmyen tiling va nudc mim pfaa ehe cdng nghiep; cac hinh anh ve quy trinfa san xuit va ddng cfaai, . (3) Tfauc hien khuyin mai tiiong qua hinfa tinic tang kem san pfalm tiong dip Tit, dip ky niem tiianh lip co sd san xult nudc mim Dinh Huang va cac dip tiiam dy fapi cfao. Tfauc hien tot viec tiiam gia cac hoat dong xa hpi da dl
Part B: Political Sciences. Economics andLaw ra ti^ng pfauang faudng faogt ddng cua ca sd. (4) Hd trp chi phi trung bay san pham cho cic tnmg gian phin pfaoi de ngudi tieu dung biet din nudc mfim Dinh Huong va kich tiiicfa cic trung gian phfin pfaoi fao^t dpng mgnfa faon, gin bo vdi co so Ifiu dai faon.
3 4.4 Xdy dtmg hi thdng nhdn diin thttong hiiu Miie dp nfaan biet tfauong hieu eiia ngudi tieu dimg cfaiu su tic ddng ciia nhom nhin to nfagn hilt thucmg hifu CO ban (tfn tfauong hifu, logo, bieu tupng, khau faifu) v i nhin to nfagn biet tiiuong faifu trfn sao pham va bao gdi (mui dgc tnmg, miu dgc tnmg, fainfa dgng cfaai nudc mim, nhan faieu gfai day du tfadng tin vl sin pham). Vi vay, CO sd Dinfa Huong cin tap trung xay dyng va faoin. tfaien cac yeu to trong he thong nfagn difn neu tren. Bfn canfa dd, tilp tuc ngfaien eiiu, xay dyng vi tfaiet ke cac yeu to nfagn difn Ifauong faifu khic dua tren co sd ngfaifn ciiu kfaach faang muc tieu, kfaacfa hang tiem nang v i cic doi thii egnh tranfa ciia minfa.
3.4.5 Nhdn sit
Tuyen cfapn va xay dung dpi ngu nhin sy cd ldnh nghifm thyc tl v i nang Iyc chuyen mon vl ph^
frien tfai tradng, ngfaien ciiu fainh vi kfaach faang.
Trade tien ein tityfn ngay ba nfaan vien phu tiach ba khu vuc faien tgi: Long Xuyen, TP. HCM va qugn Tfaot Not Cin Tho.
4. KfiT LUAN v A KlfiN NGHI 4.1 Kltlu^n
Nghien ciiu dupc tfauc faifn flidng qua phan tich faifn ttgng faogt dpng mariceting, qui trinfa xiy dyng fliuong faifu eiia co sd Dinfa Huong, danh gia miie dp nfain biit tfaucmg faieu nude mim Dinh Hucmg cua ngudi tieu diing thanfa pho Long Xuyen. Kit qua phan tich cfao thiy:
Ve faifn trang hogt ddng mariceting, mac du co so ed duoc ioi tfae va diem manh die tnmg nfaung eic faogt ddng mariceting ciia co sd ttong tfadi gian qua chua nhieu, die biet la phin pfadi v i cfaieu thi.
Cdng tac xiy dung va quang ba tfauong hieu chua dupe quan tam dau tu dung miic. Qui trinh xay 72
Joumal ofScience -- 2016. Vol 10 (2). 63 - 74 dung fliuong hieu rat don gian, tfailu nfaieu ndi dung quan trpng.
Ve cac c ^ dp nhin biet thuong hieu tiu tfauong hifu nudc mim dupc ngudi tieu diing tiianh pfao Long Xuyen nfaan biet dau tien efailm ty If cao nfaat la nude mam Nam Ngu, thii faai la Dinh Huong vi thli ba l i Tfaanfa Liem. Xet rieng ve e ^ dp nfain biet thuong hieu nudc mam Dinfa Huong, CO den 83% ngudi tieu dung tfaanfa pfao Long Xu>^ nhan biet thucmg faifu nudc mim Dinfa Huong, trong dd co 27% ngudi tieu dimg nfaan biet khi dupc nhic.
Ve md hinh miic dp nhan biet thucmg hieu nudc mam Dinh Huong cua ngudi tieu dimg thi miic dp nhan biet thuong hifu nudc mam cd moi (jnan fae tfapan cfaieu doi vdi miic dp nfaan biet thucmg hieu
lg qua nfain to nhan biet tiiuong faieu ca bin vi miic (& nhin biet thuong faieu flidng qua nfain to nfain biet thuong hifu tren san phim va bao gdi-
Qiiz. ket qui pfain tic^ nghien cuu n ^ da de xuat mucri giai pfaap de pfait frien tfauong hieu nudc mam Dinfa Huong. Trong do, cic nfadm giii pfaap dupe uu tten fliyc faifn l i giii pfaap ve mariceting 4P (frpng tim la pfain pfaoi, cfaif u tfai) v i giii pfaap ve nhin sy.
A2 Kien n ^ i
Df tfauong faifu nudc mam Dinfa Hucmg pfaat trien manfa, c:d siic canfa tranfa b ^ vimg tren tfai tnidng, nghien ciiu n ^ ^ xuat mpt so kien ngfai efao co sd nfau san: Dau tu nfaieu facm efao vifc xzy dung, quang b i va pfaat trien tfauong faieu, tang miic cfai faoa faong cfao cic tnmg gian pfaan pfadi, xem xet lgi vifc tfailt \sp kenfa sieu tfai, tuyen nfaan su cd trinfa dp efauyen mdn vi pfain ro tracfa nfaiem timg bd pfaan dl boat dpng san xuat kinh doanfa ngay cang ldn manfa.
PartB: Political Sciences. Economics andLaw TAI UpJ THAM KHAO
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TPHCM: Nhi xuat bin Dgi hpc Quoc gia.
Nguyen Qudc Thinh & Nguyen Thanfa Trung.
(2012), Thuong hieu vdi nhd qudn ly. Hi Ndi:
Nfai xuit bin Lao ddng - Xa hpi.
Pfaan Dmh Quyen & cs. (2010). Ngt^n lj>
Marketing. Tmdng Dgi fapc Kinfa te - Luat, Dgi hpc Quoc Gia TPHCM.
Truong Dinfa Cfailn. (2005) Qudn tri thttong hieu hmg hoa - Ly thuyit vd thuc Uin. Hi Ndi: Nfaa xult bin Tfadng Ke.
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fattp://dddn.com.vn/20111207110838424catl09/
nuoc-mam-tmyen-tiiong-mat-dan-vi-tfae.fatm.
[Ngay tiny cap: 09 tiiang 12 nam 2011].
Joumal ofScience - 2016, Voi 10 (2). 63 - 74 PHU L y c
Dinh ngfaia cic biln ti:ong md fahih nghien cihi
PartB: Political Sciences. Economics and Law
Tfn hien Cac phat bieu v£ b i ^ n ^ f n ciru Cac yeu td
nfain difn co ban
(XI) Ten thuong hieu don giin, de nfad (X2) Logo df nhin hilt vi pfaan bift (X3) Bilu tirpng In tupng, dl nhd (XA) Khau faifu dl nfad (X5) Miu sic Clia logo dpp, faii hda
Ky v^ng
Yeu to nhgn dien thucmg hieu tren sin pfaam vi bao gdi
(X6) Tem din len sin pfaam de pfain biet (X7) Nudc mim Dinfa Huong cd mui dac tnmg rieng (X8) Nudc mim Dinh Huong ed miu dgc trung rieng (X9) Cfaai nudc mam Dinh Huang cd fainfa dang rit die trung (XIO) Nhan hifu gfai d ^ du tfadng tin vl sin phim Yeu to nhan
difn tfauong faifu trong tmyen thdng marketing '
(XI1) Tfailt ke gian hing hdi chp, phdng tnmg bay dpp va tiiuan tien cfao viec xem hang
(X12) Quing eio tren bio ehi hoac trfn tivi rd ring, de nhd (X13) Hang kfauyin mai faap din
(X14) Tui gjiy, tiii nhua cd tinfa tham my (kicii tiiudc, miu sac) F4 Nfagn biet
tiiuong hifu nude mam Dinh Huong
(X15) Tdi biet rat ro ve nudc mam Dinh Huong (XI6) Tdi cd tfaf de ding nfagn biet nudc mam Dinfa Huong ttong cac loai nudc mam khic
(XI7) Tdi cd tfae df ding pfaan bift nudc mam Dinfa Huong vdi cic logi nudc mam kfaic
(X18) Tdi cd tiif nhanfa cfadng nfaau ra cae die diim eua nudc mim Dinfa Huong
(X19) Tdi cd the nfad va nfagn biit logo cua nudc mim Dinfa Huong mpt each nhanfa cfadng
(X20) Mpt cacfa tdng quit, kfai nfalc den nudc mim Dinfa Huong tdi CO the de dang hinh dung ra no
(Ngudn: Dd liiu Idtdo sdt. 2014)
