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Trong nen kinh te th thifc mang tinh toan cau, van hda thuong mai, hay van hda doanh nghiep trong mdi quan he cdng chiing (PR) neu dupe coi la cdng cu hii'u ich trong viec xay dung thuang hieu thi hieu qua se rat Idn. Hon the nua, neu doanh nghiep coi dd nhu mdt djnh che rd rang de bao ve ngudi tieu diing de giai quyet bat ky van de gi phat sinh cho san pham eiia minh den tirng ngdi nha.
Dieu quan trpng hpn, tat ca eae tieu ehi hoat ddng deu phai dupc the hien va kiem nghiem qua phong each lam viec, ra quyet djnh, giao tiep, ddi xu' phii hpp vdi tifng ddi tupng khach hang va tifng budc dan dan trd thanh mdt ne nep dac biet khdng chi tif phia lanh dao ma cdn tu tat ca cac thanh vien trong doanh nghiep.
Tren mdt trang thdng tin dang tai hai cau ehuyen khien nhu'ng ngudi lam cdng tac PR phai suy nghT. Thu nhat, chi Mai Tuyet Lan d Long Phudc, Quan 9, TP.HCM cd dja chi mail:
[email protected] da rat may mSn khi hda hoan khdng xay ra, ehi ndi: "do vd y, tdi da vd tinh gay chay khi phat hien thi tam nem da ehay hon 20em. Nhd tam nem cd tinh khang chay nen hda hoan da khdng xay ra.
'Trudng hpp ba Ho Thj My Dung, nha d ap VTnh Phudc, xa Phudc Ly, Can Giudc, Long An lai d mpt khia canh khac. Chuyen la tu nhifng nam 1973 - 1974, ba mua mdt tam nem eao su thien nhien gia den 2 lupng vang.
Mua eh( vi khi di lua thay nem phang, chac chan, cd Id thdng thoang nen mua va cung chang ngd rang tam nem dd giiip vp chdng ba ngon giaic den 32 nam, den dp "Vi thuang tam nem da gan bd gan nhff trpn ddi nen tdi khdng nd bd di ma eudn lai eat trong phdng ngii nhu mdt mdn qua luu niem".
TiNH VAN HOA TRONG QOAN HE CONG CHDNG
Ldi ban d day la thai dp ifng xir eiia chu nhan thuang hieu ddi vdi khaeh hang ciia minh. Chj Lan dupe phdng ky thuat tim den xir ly vdi thai dp va trach nhiem eao, lai khdng thu phi. Cd niem vui nao han khi sau 14 nam su dung ma van nhan dupe su cham sdc eua Kymdan, chj ndi. Va dd chinh la hanh phiic rat ddi ma nhiing ngudi tieu diing ludn ma ude. Cdn ba Dung, khi dupe tang mdt tam nem mdi da rat vui, bdi d vao dp tudi "xua nay hiem"
ba hieu rang Kymdan ludn coi viec giif Idi hira nhu mdt menh lenh sdng edn.
Hoat ddng PR cd tac ddng rat Idn den niem tin ddi tac, khaeh hang,... Viec xay dung Idng tin etja cdng chiing ddi vdi thuong hieu ludn ed vai trd het sue quan trpng. Kymdan cam ket cung cap san pham, dich vu tdt nhait eho khaeh hang, quan he gan bd vdi cac gidi huu quan, cd trach nhiem
ddi vdi ngudi lao ddng, vdi xa hdi cdng ddng. Nhung chung dd thdi chua d u , Kymdan edn coi PR la cau ndi de xay dung su thdng hieu, tao niem tin lau ben va rdng kh&p trong mpi ddi t u a n g cdng c h i i n g , de nhung tieu ehi thudc ve trach nhiem etja Kymdan trudc san pham, trudc khaeh hang dupe thau hieu mdt each chinh xae nhat. Vi nhu nhirng giai thudng Idn ma Kymdan danh dupc nhu hang Viet Nam chat lupng eao nhieu nam lien, topten thuang hieu Viet, phdng thi nghiem tdt nhat, cac ddng ISQ ve trach nhiem cdng d d n g , mdi t r u d n g , giai thudng WIPO,... deu dupe biet den thdng qua hoat ddng PR. Kymdan edn dupe biet den nhu la mdt doanh nghiep tich cue tham gia cac hoat ddng tif thien, xa hdi cdng ddng. Khdng chi vao nhu'ng djp ky niem, nhifng ngay truyen thd'ng, thudng
xuyen tham hdi, ddng vien, tang qua cho cac hoan canh khd khan, la nha bao trp cho quy benh nhan co nhd ciia bao Sai Gdn giai phdng, rdi nhieu benh vien dupc trao tang nem y te vdi tdng sd da len den 5000 tam. Hay ehi vdi chuong trinh Thay Idi cam an dupe to chuc thudng xuyen va chin chu Kymdan da trich tir Ipi nhuan sau thue eua minh de thi/e hien trao tang hang ngan phieu khuyen mai, hang ngan tam nem khi khach hang dat tieu ehi da s u dung nem Kymdan tir 20 nam trd len.
V A N H O A G I A O I N H , N E N
TANG CUA VAN HOA DOANH NGHIEP
Cac doanh nghiep cd nen vSn hda dai gia dinh nhu Kymdan dupc xem la mdt loai dinh che ddc dao, trong dd viec xay dung nen mdt nep van hda "dai gia dinh Kymdan" dua tren van
56 I THUONG MAI 56 37/2008
EEnBumnnDllJ
KVMi,
CUOC THI
MGl/Cfl Ojp KYMDAN
^ " i ^ i
QUA ANH
Ban giam khao cuoc thi (nhung huynh trudng cua Kymdan) hda mdt gia dinh lam hat
nhan. Van hda doanh nghiep gia dinh chju anh hudng ciia truyen thdng van hda gia dinh, trong dd su ke tuc giura cac the he va Idng trung thanh vdi nhiing triet ly kinh doanh, kinh nghiem, bi quyet dupc due riit dupe trong qua trinh nhieu the he da trd thanh tinh hoa dupe coi la chuan mi/c va trd thanh niem tin.
Van de dat ra d day la tir dau ma khdi tap the ea ngan
eon ngudi ciia Kymdan dang sdng va lam viec tdt vdi tieu chi "gia dinh Kymdan"? Cau tra Idi la: Doanh nghiep nay cd mdt nen van hda manh va eae thanh vien eiia doanh nghiep deu tham nhuan 6jgc nhung gia trj va chuan muc eiia van hda doanh nghiep.
Trong dd tinh than chii dao nghieng ve trudng phai gia dinh va cdng ddng theo diing tinh than chu nghTa nhan van: "Lay con ngudi lam trung tam". Dieu chii the ciia
tinh than dd la Kymdan da tao ra nhiing quy tac ifng xir trong tung thanh vien vdi tinh than trach nhiem cao nhait trudc su ddi hdi trudng tdn etja thuong hieu ehff khdng phai sir chi dao tao thanh ap dat. Cach lam nay khdng chi la ddng life thiic day thifc hien dffpc phffong thuc kinh doanh, ma edn lam eho nang lire phat then san pham va nang luc doan ket khdi tap the eiia doanh nghiep trd nen phdn vinh,
KYMDAN GIAM GIA 5%
* Huong ung chu truang kiem che lam phat cija Chinh phii nham binh on gia, Cong ty Kymdan da daa ra chuong trinh giam gia tir ngay 1/10/2008 den 31/12/
2008, theo do tat ca cac khach hang mua tra thang tai cac kenh phan phoi chinh tht/c ctJa Kymdan tren toan quoc khi mua bat ky san pham KYMDAN nao, deu dugc giam gia 5% tren gia ban le.
' Khach hang co Phieu giam gia 5%
(con gia tri) trong chuong trinh Thay len cam on ti/ 1/7 den 30/9 se dugc cong
don tuong duong 10% trong thoi gian khuyen mai.
* Khach hang dat hang qua mang trong thoi gian khuyen mai cung se dugc giam gia 5% theo chuong trinh. Debiet them thong tin, vui long lien he:
• TP.Ho Chi Minh: (08) 861 9999
• Ha Noi: (04) 773 4468
• Hai Phong: (0313) 955 370
• Da Ning: (0511) 653 554
• Can Tho: (0710) 780 286
• An Giang: (076) 940 283
tang them su gan bd cua cac thanh vien vdi " gia dinh"
nang cao sue manh va gia trj trung thuc eiia thuong hieu.
Trd lai tinh trung thuc eua thuong hieu, kinh nghiem tu Kymdan la da eung liic coi trpng 3 yeu td:
con ngudi, san pham, djch vu de xay dung thuang hieu.
Hp khdng xem the manh ddc tdn ciia thuang hieu de lam dung 3 yeu td tren mdt each khaeh quan. Tu quan diem nay, cdng tac PR ciia Kymdan d khia canh nao eung ddi hdi tinh khach quan. Bdi quan diem eiia ngudi dung dau KYMDAN ddi vdi viec xay dimg uy tin ciia thuang hieu, van de cdt Idi la uy tin ed dupe cua thuang hieu phai do ngudi tieu dung binh chpn. Cdn viec cac td chuc xa hdi hay td chuc khoa hpc phong tang la le duong nhien khi san phaim da dupe chinh ngudi tieu diing tin diing va cd thien cam cao.
PHU'aC TRUNG
THUONG MAI S6 37/2008 I 5 7
