CAC YEU TO CQ BAN ANN Hl/QNG T O I HOAT DONG MARKETING
CUA THU* VIEN CAC TRU'O'NG DAI HOC
ThS. Bui Thanh Thuy
Khoa Thdng tin - Thy vien, trUdng Dgi hpc KHXH&NV Ha Npi
Marketing trong hoat dfng thong tin - thu vifn dWpc hiiu li dc ho^t dfng, quy trinh de t^o Ifp, truyin thing, phin phil, trao dSi nhihig gi c6 gii tri vdi ngu'di dung tin (NOT) vi dip thig dupc myc tieu cua cd quan thing tin - thW vifn. Marketing giup cho dc thu" vifn dai hgc: thda man tot nhat nhu ciu cua NDT; ting cWdng khi nSng thich ifng vi khi ning canh tranh; diy m^nh khi ning sudyng sin phim thU vifn. Dedu^ ra dc quyet dinh mar- keting phi hpp, mgt ti-ong nhihig nhifm vu quan trgng cua dc thW vifn d^i hgc li phii xem xet ky dc yiii to inh hu'dng td^ hoat dfng niy.
dc yeu td'cd b i n inh hu&ng den hoat dgng marketing aia thd viin dai hgc k i c y i u t d anh hydng tdi hogt dfng mar-
keting cua thy vifn dgi hpc dudc chia lam ' 2 nhom: d c ygu to vi mo va d c yeu to vT md. Cac yeu td vi md la d c yeu td liin quan ch|t chi va Inh hudng den kha ning dap ifng nhu d u
NOT ciia d c thy vifn. Cae y i u td vT md gdm d e y&i td xa hdi rpng Idn, Inh hydng dgn d c ygu td vi md va hogt dpng marketing ndi d u n g va mar- keting hon hyp ndi riing d a thy wfn.
1 . Cdc yeu to vi mo
Tap chi THlf VIEN VIET NAM p36)
c i c yeu td vi md cd bin Inh hydng tdi hogt dpng marketing gom: thy vifn, ddi thit cgnh tranh v l ngudi dung tin (NDT).
1.1 Thu-vifn
Bf miy eiia d c thy vifn ed thg qudn ty theo d e linh vyc d y e ning d i n h , bao gdm d c bf phgn: xiy dyhg d c sdn phgm, nhln sy, tdi chfnh v l marketing. Ttong hogt dfng ciia thy vifn, b f phin marketing ddng vai trd ket ndi hogt dfng cua d c chyc ning d n Igl ciia thU vifn vdi NDT.
Hogt dfng mariteting djnh hudng cho hogt dfng d a d c b f phf n chut ning khlc v l nd d n g phdi d|t tit)ng mdi quan h f hijy d vdl d c bf phfn khlc ciia ttiy vifn. I^fii chign ludc v l kg hogch mariteting djnh hudng cho d c d i g n ludc v l kg hogch xiy dyng sin phgm, t l i chfnh, nhln sy.
Ngydc lal d c quyit djnh ve marketing cQng khdng thg t l d rdi k h i ning xiy dyng sin phgm, tai chinh va lao dfng ciia thy viin. Mfii d i e n lyde va ke hogch marketing d n g nhu d c bifn phip ey the ddi vdi sin pham, g i l d , phin phdi, truyen thdng marketing, con ngudi, quy trinh v l d c y i u td vat chit deu ddi hdi nhOhg ngudn lyc d n thigt nhu kinh phi, nhln sy, d n g nghf mdi CO the thyc hifn dude trong thyc tg. Bp phin xiy dyng sin pham phdi dam bio dyyc chit lydng v l sd lydng sin pham dug ra eung cap cho NDT. Bp phgn t l i chfnh phii d i m b i o nguon kmh phf. Bp phan nhln sy phii dam bio nguon nhln iUc phye vu d o hogt dpng marketing. Nhy vgy, dg dem Igi hifu qua cao cho hoat dfng tiiy vifn, ngoii vifc tiiyc hifn tdt nhifm vy cua minh, b f phin mar- keting d n phy tiiupc vao sy vf n hdnh d a d e b f phgn chijt ning khlc hijng thy vifn.
1.2 Ddi thii c^nh tranh
Co mft tiiyc te de nhfn ttiay II ddi vdi nhiiu logi cd quan thdng tin - thy vifn, nhSt la d c ttiy vifn bojyen tiidng, sd ngudl dpc, sir dyng ttiy vien thay ddi r i t ding ke. Nguyen nhln sau xa d a nhuhg biin ddi dd d i n h Id d hfl dg con ngudi tigp nhln v l khai tiile tiidng tin da b d n i n phong phii - tgi ndi d, ndi Idm vifc hay b i t k^ ndi nio khlc. Cac y i u td mdi xult hifn niy d f n h I I ttig hien d a m f t qua binh cgnh ti^nh mang xu the tat ygu.
CIc tiiy vifn ndi chung v l d c t h y viin dgi hpc ndl riing dang phii cgnh tranh vdi nhieu ddi thii khlc nhau. Ddi ttiii egnh tianh d d l y dyyc higu II d c td chyc hay d nhln cung d p sdn pham d k h i ning thay thg d c sin phim thy \4in hofc d thg II d e td chdt thdng tin - thy vifn, nhi xuat b i n , d c td chyc cung d p thdng tin khlc qua phydng tifn nhy Internet, ti vi, d l i phdt thanh, bdo chf.., NDT d a thy vifn dang dirhg tiudc nhliu sy ly^ chpn khdc nhau dg ddp uhg nhu d u tin ciia minh. Chfnh vl vfy, di thu hut NDT sii*
dyng sin phim d a minh, d c thu vifn d n higu rd ddi thu cgnh tranh d a minh dg dya ra cdc chiin lydc marketing phii hdp.
Vf dy, d thg t h i y ring d c nhd xuSt bin d n g dang diihg trUdc cufe cgnh tranh khi md I n phim cua hp vdl td d d I I m f t logi hdng hoi ttin thj bTjdng - dydc xem Id logi ngudn ttn phin Inh dl s i n tri t u f d u n g d a nhln kjgi vd d c d quan thdng tin - thu vifn dang tim mpi d d , mpi thg thiit de cung d p den ngUdI dpc m f t d c h nhanh d d n g , b i n lyi, ddn gidn vd re nhSL Thydng mgi difn bJT ra ddi I I m f t trong d c gidi phdp ciidj d n h cho ngdnh d n g nghiip xult bin, vifc tham gia v i o cung cgp n f i dung thdng tin d l duVc md rfng r i t nhiiu: d c cd quan mdl gidi, d c n h i xult b i n , d c cd quan thdng tin • thd vifn hifn dgi. Trong tinh the dd, dutJng nhiin vifc cgnh tranh Id khdng thg trdnh khdi. Cac hieu s d d , d c n h i xuat bdn, d c thu vifn dang trong m f t cupe cgnh tranh: k h d d hdng - ngudi dung tin d a hp Id gidng nhau. Neu s d d d gid r i , he thdng phit hdnh tifn ldi d o ngUdI mua thi dudng nhign so ludng ngudl dpc dgn d c thy vifn d the bj suy giam; trong khi dd, neu d c d | d vy thy vifn ngay d n g phit trign d n g vdi vifc tgo cho mpl ngudi cd h f i thufn lyi dg dpc s a d , ttii se tigm I n k h i ning luVng s a d dy^c bin ra se glim.
1.3 Ngudf dung tin
NDT Id ddi tudng md thy vifn phue vy v l la ygu td quygt djnh dgn sy tiidnh d n g hay ttilt bai ciia thy vifn. Trong thy vifn dgi hpc d nhieu nhdm NDT khlc nhau. Nhu d u glQla d c nhom NDT Igi khdng gidng nhau va thudng xuyen biin ddi. Nhu d u va sy bi&i doi nay chiu sy d i phoi
eiia nhieu y i u td. Den luwt minh, nhu d u v l sy bien doi ciia nhu d u Igi t i c dfng dgn d c quyet djnh marketing ciia thy viin. Vi vay, d e thy vifn d n phii thydng xuyin theo ddi v l nim b i t du^c nhu d u va nhCihg biin ddi ve nhu d u cua NDT ddi vdi d c s i n pham thy vifn. Cle nhom ddi tydng NDT chinh eiia d e thy viin dai hpc deu gidng nhau la: Can bf quan ly, giang viin, sinh vien, hpc vien va nghiin culi sinh.
- Nhom doi tu&ng la dn bg quin t^ bao gdm:
Ban giam hifu, trudng - phd d e khoa, phdng ban...
- NDT li dn bo nghiin cihj, giing vien bao gdm nhijrig ngudi giang dgy, nghiin ciili ve d c ITnh vye ehuyen nginh ciia hp.
- Nhom NDT la nghien cuU sinh, hgc vien vi sinh viin: Day ia nhijhg ngudi dang theo hpc d d c d p bgc l^ac nhau tai d c trudng dgi hpc.
D l y d thg gpi i l d e nhom NDT myc tiiu ciia thy vifn trudng dgi hpc. Ngoai nhdm NDT myc tiiu nay, d c thy viin d n g d thg phue vu nhuhg NDT ngoai trydng dai hpc nhy: d c d n bd, giang vien, sinh viin tai d c trudng dai hpc khac, d e d n bf d n g t i e tgi d c d quan duyen mdn...
2. Cac yeu t o v i mo
Cac y i u td vi md chinh bao gdm: kinh tg, v i n hoa - giao due, d f n h trj va edng nghf.
Ygu t d kinh tg ddng vai ttd quan trgng ddi vdi sy van ddng va phat trign tiiU vifn ndi chung v l thy viin dgi hpc ndi rieng. Cu the, nd dnh hudng tdi hanh vi va thdi quen d a NDT d n g nhU Inh hudng tdi sy dau t y t y x l hdi cho hogt dpng cua thy vien dai hpe.
Cd thg ndi ring kha nang kinh te eiia dieu kifn sdng anh hydng nhiiu dgn hinh vi va thdi quen trong vifc khai thac, sy dung thdng tin, die diem nhu d u thdng tin cua NDT. Khi dieu kiin kinh t i d myc cao, nhu d u d t>an ciia con ngydi ( I n , mdc, d...) dydc dap uhg tot thi d e nhu d u khlc se dydc ning cao, trong do d nhu d u t i i p nhln, sy dung va trao doi thdng tin. NDT d a dc thy viin dgi hpc cQng khdng ndm ngoai sy t i e dfng
ciia yeu td nay. Hp d xu hydng quan tam v l sy dung d c t l i liiu dg hpe t f p, nghiin ciid, giing dgy nhiiu hdn neu dieu kifn kinh tgtdt hdn. NDT d the se d nhiiu thdi gian cho vifc dpc tai lifu dg hpc t i p , nghiin cud v l gidng dgy neu diiu kifn sdng ciia hp d i m bio. Vi liic niy hp se khdng phil ddnh nhtiu thdi gian cho vifc Idem tien trang t r i i eho cufe sdng.
Yiu td kinh t i cung Inh hudng den sy phat trien d a thy vifn dgi hpc. Kinh t i d n g phdt bign, y i u d u x l hfl v i ehSt lyyng nhln lyc - dSu ra ciia d c trydng dgi hpc d n g eao. Cic trudng dai hpc duhg toidc siit i p phdi tgo ra ngudn nhan lut d i p uhg dude nhu d u xa hpi niu khdng mudn bj logi bd. Mft trong nhiJhg gili phip Id d c trydng dai hpc d n phai nang cao khd ndng tigp nhln v l sy dyng tiidng tin khoa hoc d a d n bf, giing vien, sinh vien, hpc vien... trong trudng. De thye hien tdt dieu niy, ddi hdi d e trudng dgi hpc phai dau t y nhieu hdn d o thy viin - Id ndi luU giff, to chyc v l v i n chuygn tti thyc bfii cho NDT.
Ddi vdi sinh viin, hpc viin thi ttiU vifn d n cd the dUdc coi nhy giing dudng thy hai.
Dyg t r i n sy phit ttien ciia thu vien vd d c ky ning, dieu kien sy dung thdng tin ciia NDT ma d e d n bd maricebng dua ra nhuhg quyet (finh phu hdp d o hogt ddng d a minh.
2.2 Vin hda - giio due
Theo Ty dien tieng Viet d a Viin Ngdn ngu"
hpc: Vin hda II tong thg d c gia ttj vgt chat vd tinh than dUdc sang tgo ra trong qua trinh I j d sy [2]. Cd the thay rd ring d c nguon thong tin ndi chung va ngudn thdng tin dudc luU giy trong thy vifn d i n h I I v i n hda d a nhan logi va thU vifn la mft to d y e v i n hda. Nin v i n hoa phit trign s i kieh t h f d nhu d u tin ngiy d n g phong phu, d c logi hinh thdng tin ngiy d n g da dgng. Dieu nay y i u d u d c tiiU vifn phai thay ddi de d i p uhg tdt nhu d u vd nguon thdng tin ludn bien doi. Vi vay, d thg ndi y i u to v i n hoa dnh hydng rat Idn tdi hoat dpng ciia d c thy vien ndi d u n g v l thu vifn dgi hpc ndi ning.
Trong yeu to v i n hda, van d i giao due tae ddng mgnh nhat tdi thy viin dai hpc. Cle ndi dung d bin eiia giao dye dgi hpc t i e dfng tdi
chi THU" VIEN VIET NAM l<36) 21
thy vifn 11: chydng ttinh d i o tgo, trinh dp, phydng phip giang dgy, hpc tgp v l nghiin eijfu khoa hpc eiia gllng viin v l sinh viin. Vf dy, chydng ttinh dao tgo ciia ttydng s i quygt dinh nfi dung thdng tin md thy vifn bao qudt. PhUdng phap dao tgo tich cyt s i doi hdi sinh viin - lyyng NDT chil yeu ciia thy vifn dgi hpe - phdi chii dfng hdn trong vife ti'm kiem v l sy dyng ttidng tin.
Hdn nOg, phypng phip gidng day tfch cyc cOng ddi hdi gllng vien phii thudng xuyin d6i mdl bll gidng thong qua vifc tim kiem, sy dung v l tgo Ifp d c tiidng tin mdi. Nhuhg thay ddi niy s i tdc dpng tdi khd ning sy dyng d c san phim thy vifn eiia NDT.
Moi mdi trydng v i n hda khdc nhau, d c h thyc tiep nhfn ttidng tin d a con ngUdl 11 khlc nhau.
Vi vay trong hogt dpng marketing ciia thy viin dgi hpc, v i n hda cdn anh hydng tdi d c h thye t6 chyc san phim dich vy, d c hinh thyc g\& thifu, quing b l eiia thy viin. Cae thU vifn d n phdi ed nhuhg phydng phap quang ba, gicfi thieu v l phan phoi phu hdp vdi t i m ly vd tap quan ciia NDT.
2.3 Chinh trj
Cac yeu td ehinh tti anh hydng manh me tdi hoat dfng marketing ciia d c thy vien noi d u n g v l thy vien dai hpe ndi riing. Cac yeu td nay bao gom he thdng luit va d c van ban dydi luat, d c d n g ey eiia chfnh saeh nha nydc, to chyc bp may, ed che dieu hanh eua chfnh phii va d c to chyc chinh tti - xa hpi lien quan tdi hoat ddng cua thy viin. Nghien cyu ve nd glup eho d n bf mar- keting nhgn ra khuynh hudng cung nhy d c ed hdi dg hogd djnh kg hogch phdt ttign marketing phu hdp. Vf dy, d e quy dinh v i d d u td chiit bf miy, ed che ddi vdi d n bf d a thy vifn dai hpc se anh hydng tdi nhan sy vd hogt ddng mar- keting ttong thy viin. Cac v i n bin phip ly v i b i n quyen, s i giup cho thU vifn d cd sd dg xay dyng, phat ttien va phan phdi d c b f suu t i p t l i lieu sd - mdt san phim d n thiet d a d c thy viin dai hpc. Chfnh vi vay, d c d n bd marketing phii thydng xuyen xem xet sy bien doi d a y i u td ndy nhlm d d e chinh sach mariteting noi chung va mariteting hon hdp noi riing phu hdp vdi tinh hinh thyc te.
2.4 Cdng nghf
Lyc lUdng quan tiipng, djnh hinh trong cufe sdng cua con ngudi I I d n g nghf. Diiu ndy ttig hifn rSt rd ttong ngdnh Uiy vifn. Vifc lihg dyng cdng nghf mdi trong hogt dfng thy vifn d l dem Igi nhiiu tifn i d . Sy xuSt hifn ciia m i y ti'nh dtfn tir d l glup cho d c ttiy vifn md ra nhiiu hudng mdi trong vifc quin ly vd tim kigm tiidng tin. Vifc I p dyng cdng nghf d l gdp phin thay dS:
phydng thyc phyc vy cua thy vifn, tit phydng thyc phyc vy ttuygn thdng sang phudng thijt phyc vy difn tu* - qua mgng internet; ddt) thiit td chyc phdng dpc: bJ* kho ddng den kho md...
T i t d nhijhg thay ddi niy deu nhlm myc d i d dem lai sy thufn tifn v l ddp iihg nhigu hdn nOa nhu d u eiia NDT.
Cung vdl sy phit bign d a cdng nghf, d c san phgm c6 k h i ning ttiay thg d c sdn phim d a thy vien da ra ddi vd phit ttign manh m i . Vi dy sU ra ddi ciia s d d difn tif. Vifc kinh doanh s I d difn tii CO thg ndi I I mpt b^ng nhuTig ttild thyc kSn bfii hifu qua hogt dfng d a thy vifn ndl dung v l thy vifn dai hpc ndi rieng. Bin cgnh dd, d thg ke ra d c ddn v; egnh tranh khdc nhy d c d quan tiidng tan blo chi, ddi ttuyen thanh, ddi ttuyen hinh - I I d c ddn vj d n g d d i i t ning cung cap ttidng tin.
s y phit ttign d a d n g nghf ngoai vifc tie ddng dgn vifc tgo ra vd phin phdi d c sin pham thdng tin, t i n g d c ddi thii cgnh ttanh, cdn tic ddng nhiiu d i n d c hinh thiit truyen thdng mar- keting cita thy vifn. Cdc hinh thiit truyen thdng mariteting qua internet da phit trign manh dudi nhiiu hinh t h i i t nhu qua website, bk]g, mang x l hfi, d a t online...
Nhy vgy, d c y i u t d v i m d v l v i m d d t h e t g o ra nhuhg cd h f l phat ttign hole nhuhg de dpa t£R sy phit trign d a hogt dpng thy vifn ndi dung va hoat ddng mariteting ndi rieng. Cac thu vifn dgi hpc rat khd ho$c khdng tiig kigm scat d y ^ nhuhg t i c dfng d a h i u hgt d c yeu t d nay tdi hoat dfng d a minh. Chfnh vi vgy, d e thy vifn dgi hpc d n phii nghien ciiU, theo doi lap thdi de giam thieu nhuhg t i c dpng d a chiing.
Xem ti^ trang 13
Cae ky ning mem: Gill quyet vSn dS v i k9 ning d | t d u hdi, ling nghe, giao tigp, Ilm vifc nhdm,...; K9 ning cho phin hdi dk glup d n bf TTTV ning cao hifu qua cdng viec
Npi dung ddo tgo nin thdng nhit v l t y Hfu hda dgn mut tdi da d f d i m bio sy liin tyc v l nhlm gidm thieu tinh chu quan ciia ngydi thyc hifn tivt tiip.
Ngoai ra, eung d n chu trpng d i n vifc ly^
chpn hinh thut d i o tgo thich hpp vdi m5l nfl dung v l tCrtig ddi ty^ng trong nhOhg hoin d n h ey thg.
- Chinh sich, cd ChS:
Ben eanh vifc thyt hifn dSy dii v l nghiim tue 11 d c quy djnh ciia Nhi nUdc, nhu vifc cy ngydi ,, hudng dan d n bp t i p sd/thii vifc, (Nghj djnh 116/2003/NO-CP [3]; Nghj djnh sd 24/2010/ND- CP [4]), dg khuyen khieh cdng tac dao tgo tai cho m5i cd quan cung nin cd d c biin phap khuygn khich thfeh hdP v l kip thdi vdi d nhijhg ngudl d i o tao v l dydc d i o tao.
Tom lai: Vdi nhuhg ldi feh Ididng the phii nhgn Id it tdn kem, thiet thyc, phu hdp vd^ dieu kifn cy thg, khdng lam ngdhg t r i cdng viic v l d n g d
Ben c^nh d c hinh thi^ ddo tao khac nhau nhy:
cy di hpc tham dy d c hfl nghf, hfi thdo, tham gia cdc diln ddn trong v l ngoll nudc,... vifc ddo tgo v l ddo tgo Igl chuySn m6n tai diS c6 vai tr6 rit quan trpng. Trong bdi viit dta minh, tic gia Nguyin Thj Hanh da Idm r81^ M&i vS sy din tiiiet phdi tiiOc dly dao tgo k!^ ndng chuyin mdn tgi ch& cho cdn bf TTTV cF Vtft Nam. Bdi vilt dS trinh bdy nhOhg Ufl kh to ldn cCia vifc dio t^o tgi ch5 mang lg! cho mfii cd quan TTTV; phuWng phdp ti6n hdnh vd cdc yu nhutjc diSm CLia mfii phuUng phip khi Ip dyng vdo thyt tS;
thyt tigng bign khai td chiit cdng vifc ddo tgo tgi dio tgi Vift Nam. Qua dd tic gid dS xult nhOhg gidi phap cy thg nhlm phdt triln mgnh hogt dfng ndy gdp pliSn ning cao khi ning chuyin mon cung nhy chit l u ^ g nguBn nhln lyt TTTV ddp uhg d6i hdi ngdy cdng cao aJa cfng ddng ngudi dung tin d Vift Nam.
mdl quan hf g i n bd g\\Jta ngydi dao tgo vd ngudi hpc, d i o tgo tgi vi tri niu dydc quan t i m diing myc sg gdp phSn rat quan trpng de phit trign ning lyc cho d f i ngu d n b f TTTV. Ciing vdi vifc thiic d l y d c hinh thyc d i e tgo khlc nhy di di hpc, tham dy hfl thio chuyin de, tfiam gia d c diln d i n , mgng xS hfl... m f t d c h t h f d hdp, chic chin ring ngudn nhln lyc TTTV se d i p yng difijc nhOng ddi hdi ngiy d n g cao d ve c h i t \{fifng v l sd ludng ciia cfng diing ngydi dimg tin d V i ^ Nam.
T A I L I $ U THAM KHAO 1. John M. Barron. On-tfie-Jofi Training / M.
Barron John, C. Berger Mark, A. Black Dan.
Kalamazoo, Mich.: W. E. Upjohn Institute for Employment Research, 1997. - 205 p.
2. Maiiett Launa G., [et ai]. Coaching Skills for On-tiie-Job Trainers. - Pittsburgh, 2005. - 203p.
3. Nghi djnh sd 116/2003/ND-CP ngdy 10/10/2003 d a Chinh phii v i tuyen dung, sy dyng v l quin ly d n bf, d n g chyc trong d c ddn vi sy nghifp d a Nhi nudc.
4. Nghj djnh sd 24/2010/NO-CP Ngiy 1-5-2010 ve vifc tuyen dyng, sy dyng v l quin iy edng chin:.
5. NguySn Th) Hgnh vd ddng sy. Nghien cut/, de xuat cic giii phip bdi dudng ning cao trinh dg nghiep vudn b$ thdng dn - thUvi^ aia H$ thSng Thdng tin KH&CN Qudc gia: De t l i NCKH d p Bf. - H.: Cyc Thdng tin KH&CN Qudc gia, 2011. - 225 tr.
6 http7/wvi/w ailbusiness com/
In addition to the various leamlng modes such as: in-service education, attending seminars, confer- ences, joining forums, etc on the Job trairung plays an unportant role fior libraHans. In he* paper, tiie author clarifies the kleas of the necessity of pnimot- ' Ing on the job training mode for librarians sni \r^- matton professtonais In \fle*iiam. The author.dis-' cusses many advantages of on the Job training; Vvays^
to Inclement, Including advantages and disadvatbA tages cS each metiiod; as well as current datiis '^^pM the job training programs fn Vietnam. In condusS^
the author reaHnmends somesoluHons foi^stren^J ening and promoting this actMty in onjerto i m n t m | quality of human resources In irs sector^ V i e t h a ^ to meetthe lncreas<ng'heedsi^fbfai^«^e^\^^'^|
