Xay dung va phat trien
thifofng hieu Viettel - hieu qua cua chien lUgfc xue tien hon hofp
NGUYIN TH! NHUNG*
Tom tat
Bdi vie't ddnh gid hieu qud cua chie'n luac xdc tie'n hdn hap tdc ddng de'n viec xdy dUng vdphdt trien thuang hieu Viettel thdng qua qud trinh dieu tra khdo sdt duac thUc Men tff thdng 03- 05/2018 dd'i vdi 450 khdch hdng dd vd dang sff dung cdc sdn phdm cua Viettel tren dia bdn TP.
Hd Ndi. Ke't qud cho thdy, chie'n luac xdc tien hdn hap Id mot trong nhffng cdng cu giup Viettel xdm nhap thi trUdng mdi, duy tri thi phdn, cdi thien doanh thu, lai nhudn cho doanh nghiep, tgo dieu kien cho hogt ddng phdn phdi, thie't lap tinh cdm vdi khdch hdng cua doanh nghiep.
Txi khoa: phdt trien thuang hieu Viettel, chie'n luac xdc tie'n hon hap
Summary
This article evaluates the effectiveness of promotional mix strategy that impacts the construction and development of Viettel brand through the survey to 450 customers who have been using Viettel's products in Hanoi from March to May 2018. The results show that the aforementioned strategy is one of the tools to assist Viettel in entering new markets, maintaining market share, improving revenue and profits, facilitating distribution activities and also creating customer affection.
Keywords: Viettel brand development, promotional mix strategy
-i^
Gl6l THIEU
Trong gan 20 nam trffdng thanh va phat trie'n, Viettel ludn chii trpng de'n viec xay dffng chie'n Iffde xiic tie'n hdn bdp nham hd trd dac life eho qua trinh xay dffng va phat trie'n thffdng bieu ciia minh. Chie'n Iffde xiic tie'n bdn hdp la tap hdp cac edng eu quang cao, khuye'n mai, quan he edng chiing, ban bang ea nban, marketing trffc tie'p nham hd trd doanh nghiep theo dudi muc tieu truyen thdng thffdng hieu trong nhffng giai doan nha't dinh.
PHL/ONG PHAP NGHIEN CLfU
Qua trinh dieu tra ehinh thffe dffde thffe bien tff thang 03-05/2018 dd'i vdi 450 khaeh hang da va dang sff dung cac san pham eiia Viettel tren dia ban TP. Ha Ndi, ke't qua thu dffde 415 bang khao sat hdp le dffdc thu thap va dffa vao phan tieh (Bdi viet sff dung cdch viet sd thdp phdn theo chudn qudc te).
KET QUA NGHIEN CLfU
Theo ket qua khao sat, khach hang bie't de'n thffdng hieu Viettel qua cae hoat ddng xiic tie'n bdn hdp dffdc
thife hien tap trung vao cac edng cu quang cao tren cae phffdng tien truyen thdng dai chung, khuye'n mai, quan he cdng ehung va da dat dffde nhffng hieu qua nha't dinh eho qua trinh xay dffng va phat trie'n thffdng hieu Viettel.
Bieu do eho tha'y, chffdng trinh khuyen mai ma Viettel eung cap dffde khach hang danh gia td't (47.8%), tao dieu kien thuan ldi eho boat ddng xay dffng va phat trie'n thffdng hieu eiia Viettel. Thdng qua chffdng trinh khuye'n mai ma Viettel thifc hien se giiip khach hang bie't de'n thffdng hieu Viettel va cac boat ddng ma Viettel trien khai.
Ben canh hoat ddng khuyen mai, oe tang cffdng mffe dp nhan biet thffdng hieu eiia khach hang ve san pham, dich vu mdi va san pham, dich vu gdc, thi boat ddng truyen thdng eua Viettel dffdc trien khai rat manh me vdi nhieu phffdng thffe khae nhau (Bang 1).
Theo Bang 1, khaeh hang nhan dffdc eac thdng tin ve chffdng trinh khuyen
*ThS., Hoc vien Tai chinh I Email: [email protected]
Ngdy nhgn bdi: 18/09/2018; Ngdy phdn bien: 12/10/2018; Ngdy duyet ddng: 17/10/2018
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mai, san pham mdi la mdt ty le cao. Dieu nay chffng to ve boat ddng truyen thdng ve san pham vdi khach hang la boat ddng dffdc diln ra mdt each thffdng xuyen, lien tue. Phffdng tien truyen thdng hieu qua nha't la tin nhan nha mang gffi de'n khach hang khi ed chffdng trinh khuye'n mai, hay san pham dich vu mdi la 88.8%.
Cac chffdng trinh khuye'n mai ma Viettel trie'n khai da giup eho viee truyen thdng thffdng hieu Viettel de'n khaeh hang rat hieu qua. Trong 3 doanh nghiep (Viettel, Vinaphone, Mobiphone) din dau thi trffdng vidn thdng eung cap eac dich vu di ddng, cd' dinh, gia tri gia tang, Viettel la thffdng hieu dffa ra nhieu chffdng trinh khuye'n mai nhieu hdn ea, dac biet la dich vu di ddng. Dieu nay tao ra sff yeu thieh thffdng hieu Viettel ciia Idiacb hang so vdi nha mang khac. Trong 415 khach hang dffde khao sat, thi ed de'n hdn 90% khaeh hang eho rang, hp yeu thich thffdng hieu Viettel vi cae chffdng trinh khuye'n mai Viettel danh eho khaeh hang. Nhff vay, vdi viec trien khai trung binh khoang 2 chffdng trinh khuye'n mai cho toan bd thue bao di ddng mpt thang (cac nha mang khac la 01 chffdng trinh/
thang) kem theo dd la 5-10 chffdng trinh khuye'n mai nap the eho cae nhdm khach hang eu the. Ngoai ra, thay vi de khaeh hang phai tra 1,570 ddng eho mdt phiit goi ndi mang, Viettel eho ra ddi gdi DK5, khaeh hang ehi can tra 5,000 ddng se dffdc 60 phiit gpi ndi mang (tffdng dffdng khoang 83 ddng/phut)...
Trong nhffng nam qua, Viettel ludn tang cffdng cae boat ddng xa hpi nham tao duhg va duy tii md'i quan he td't dep vdi cac tang Idp edng ebiing, tranh thu sff ung ho cua hp de nang cao uy tin va thffdng hieu eua doanh nghiep tren thi trffdng, tao ra md'i lien ke't giffa thffdng hieu vdi khach hang. Theo khao sat, cd hdn 131 khaeh hang (chiem 31%) bie't de'n Viettel thdng qua cae chffdng trinh tff thien va cae hoat ddng xa hdi, nhff: "Trai tim eho em",
"Viettel vi cdng ddng", "Bd gid'ng gidp ddng bao bien gidi"...
Thffe te eho tha'y, each lam truyen thdng thffdng hieu eua Viettel ed die'm khae biet so vdi rat nhieu thffdng hieu nd'i tie'ng khae d Viet Nani cung nhff tren the gidi. Viettel chii ye'u tap trung vao eac chffdng trinh xa bdi nhieu hdn la quang eao tren eac phffdng tien truyen thdng dai chung trong nhffng nam dau tao dffn<^ thffdng hieu. Die'n hinh phai ke'
BIEU D 6 : DANH QIA COA KHACH HANG VE CHddNG TRINH KHUYEN MAI MA VIETTEL CUNG CAP
Dan vi: % m it chu'ong trinh , it uu dai
• Qua nhieu khong nho het
Triln khai thuang xuyen lien tuc nhilu uu dai
47.8%
BANG 1: TY LE KHACH HANG BIET DEN CHddNG TRINH KHUYEN MA!
VA SAN PHAM, DICH VU QUA CAC CONG CCI TRUYEN THONG
MA VIETTEL TRIEN KHAI STT
1 2 3 4 5 6 7
K6nh truyen thdng Qua website eiia Viettel Qua tin nhan eua nha mang TcJ rdi, ap phieh... truyen thong Qua chifdng trinh ban hang triTc tiep Qua kenh truyen thong dai ehung Difdc ban be gidi thieu
Khae
S6' luTcfng (ngtfefi) 56 373 24 53 71 109 12
Ty le (%) 13.3 88.8 5.7 12.6 16.9 26 2.9 Nguon: Khao sat ciia tac gia
de'n chie'n Iffde truyen thdng thffdng bieu ma Viettel Iffa chpn nam 2008.
Nam 2008, khi Viettel trien khai truyen thdng phat trien thffdng hieu sau 4 nam gia nhap vien thdng vdi chffdng trinh xa hdi hda intemet hpe dffdng bang viee dffa ADSL miln phi de'n 30,000 trffdng hpe tren pham vi ca nffdc vdi tdng idnh phi len tdi 300 ty ddng/nam da vap phai nhieu y kie'n trai chieu cho rang, so tien bd ra qua ldn ma hieu qua truyen thdng quang ba thffdng hieu Viettel thu dffdc se khdng the bang ehi cho boat ddng quang eao vdi binh anh Viettel phu sdng d mpi ndi vdi tan sua't day dae (Tran Thi Anh Thff, 2011). Khi dd, sff ghi nhd va nhan bie't ve thffdng hieu Viettel trong tam tri khach hang thdng qua quang cao se eao hdn rat nhieu so vdi dau tff eho chffdng trinh intemet hpe dffdng. Tuy nhien, vdi sff kien dinh eiia minh, Viettel da thffe hien cdng tac truyen thdng effe ky hieu qua va ngoan muc, khdng cbi tao ra sif nhan bie't, sff ghi nhd ma edn tao ra Slf yeu thieh eiia khach hang dd'i vdi thffdng hipu Viettel, khang dinh sff cam ke't thffdng hieu Viettel dd'i vdi trach nhiem xa hpi va khach hang, tao ra sff tin tffdng ciia khach hang khi sff dung thffdng hieu Viettel.
Ben canh dd, boat ddng truyen thdng quang ba thffdng hieu ciia Viettel dffde thffe hien rat thanh edng, gia tang sff nhan bie't eua khaeh hang dd'i vdi thffdng hieu Viettel trong nhffng nam qua. Cac phffdng tien truyen thdng thffdng hieu cua Viettel chu ye'u tap trung vao cae boat ddng quan he edng chiing va quang cao.
Khi thffe hien khao sat khaeh hang nham danh gia boat
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BANG 2: KENH TRUYEN THONG GIUP KHACH HANG NHAN BIET THddNG HIEU VIETTEL
TT 1 2 3 4 5
Kgnh truyin thong
Phifdng tien truyen thong dai chiing (bao, tap chi, truyen hinh...)
Ban be, ngifcfi than
Cac hoat dong xa hgi eiia Viettel Can bo, nhan vien Viettel Khae
S6'!tftfng (ngffcfi) 358 244 132 71 12
Ty m (%)
85.2 58.1 31.4 16.9 2.9 Nguon: Khao sat ciia tac gia
ddng truyen thdng eua Viettel trong no life tao sif nh|n bie't va yeu thieh thffdng hieu eho tha'y, edng tae truyen thdng cua Viettel da ed nhffng thanh edng nha't dinh.
Bang 2 eho tha'y, kenh truyen thdng hieu qua nha't giup khaeh hang nhan bie't thffdng hieu Viettel la cae phffdng tien truyen thdng dai chiing chie'm 85.2%, tie'p de'n la qua ban be, ngffdi than 58.1%, qua cae boat ddng xa hdi la 31.4%, qua can bd nhan vien la 16.9%. Nhff vay, cd the tha'y, kenh truyen thdng hieu qua nha't giup khach hang nhan bie't thffdng hieu Viettel la phffdng tien truyen thdng dai chiing, nhff: bao, tap cbi, truyen hinh. Tuy nhien, trpng tam ma Viettel trien khai nham xay dffng va phat trien thffdng hieu chu ye'u thdng qua cae boat ddng xa hdi mdi ehi dffde danh gia 31.4% eho tha'y, Viettel can ed nhffng chie'n Iffde truyen thdng eac boat ddng xa hdi hieu qua hdn de' dam bao mue tieu ma thffdng hieu Viettel mud'n dat dffde trong thdi gian tdi, tao ra sff nha't quan trong nhan bie't thffdng hieu, tang cffdng nhan thffe eho khaeh hang.
Cdng tac tmyen thdng thffdng hieu dffdc thffe hien bdi Ban Kinh doanh va Ban Truyen thdng eua Tap doan, bd phan truyen thdng Viettel Telecom va eac ddn vi trffc thudc cua Viettel. Day la bd phan chiu trach nhiem xay dffng chie'n Iffdc, ke' hoach truyen thdng phat tren cac phffdng tien thdng tin. Chiern Iffdc truyen thdng da hd trd cho thffdng hieu dffde khaeh hang ghi nhd va Iffa chpn. Dieu dac biet thanh cdng trong truyen thdng thffdng hieu Viettel dd la cae chffdng trinh PR (cac chffdng trinh hffdng tdi edng ddng) ma Viettel thffe hien da cham tdi "trai tim" eiia khaeh hang.
MOT SO GIAI PHAP
Mot Id, chffdng trinh quang cao can dau tff ve tai ehinh va nhan life hdn nffa. Hieu qua truyen thdng nang eao nhan thffe ve thffdng hieu Viettel eiia khaeh
hang de'n tff cae phffdng tien truyen thdng dai chiing. Do dd, de dam bao hieu qua truyen thdng eua quang cao cae doanh nghiep dich vu di ddng viin thdng can phai tinh toan ky Iffdng so sanh chi phi va hieu qua eua quang cao.
Tff do, ed chie'n Iffde quang eao thiet thffe vdi khach hang va hieu qua vdi doanh nghiep, gdp phan nang eao nang life canh tranh cua doanh nghiep.
Hai la, can trpng khi nhan tin truyen thdng cho khaeh hang. De sff dung tin nhan truyen thdng hieu qua can nghien effu tam ly khaeh hang de' xay dffng mot chffdng trinh tin nhan truyen thdng hdp ly. Ndi dung tin nhan can ngan gpn, ddn gian, diing trpng diem. Tranh nhffng ndi dung mang nhieu thuat ngff ehuyen mdn, chuyen nganh khie'n khaeh hang khdng nam rd dffde ndi dung ma Viettel gffi de'n. Can nbac tan sua't nhan tin cho khaeh hang. Khdng nen nhan tin vdi tan sua't ldn se khie'n khaeh hang cam thay ffc ehe' ve mat tam ly, dieu nay se gay bat ldi eho khaeh hang trong boat dong truyen thdng ve san pham dich vu sau nay. Nhffng ne'u nhan vdi tan sua't thap se khdng tan dung dffdc ldi the' ciia cac doanh nghiep vien thdng trong cdng tac truyen thdng thffdng hieu de'n khach hang. Do dd, Viettel can ed phan tich va ke' hoaeh khi nhan tin truyen thdng cho khaeh hang sao eho dat dffde hieu qua eao nha't.
Ba la, Iffa chpn va trien khai cac chffdng trinh khuye'n mai, ffu dai cho khach hang ed tinh trpng tam. Hoat dong khuye'n mai can thife hien ed trpng tam, trpng diem dffa tren phan tieh dffdc hanh vi sff dung eac dich vu Viettel eung ffng, dam bao eho moi khach hang ed the nh|n td'i da bao nhieu chffdng trinh khuye'n mai eho dich vu minh dang sff dung. Khi trien khai chffdng trinh khuye'n mai, Viettel can dam bao chffdng trinh khuye'n mai se de'n dffde dung vdi dd'i tffdng khaeh hang, khach hang eung se hai long khi sff dung chffdng trinh khuye'n mai dd.Q
TAI LIEU THAM KHAO
1. Pham Thi Lien (2016). Nhan bie't eua khaeh hang ve thffdng hieu doanh nghiep viin thdng - nghien effu die'n hinh edng ty Viettel, Tgp chi khoa hoc Dgi hgc qudc gia Hd Ngi: Kinh te'vd Kinh doanh, tap 32, so 1, trang 57-65
2. Tran Thi Anh Thff (2011). Kinh nghiem nang eao nang life canh tranh ciia mpt so' tap doan viin thdng qud'c te' va Viettel: Bai hoc van dung vao VNPT, Tap chi Qudn ly kinh te', so 32, thang 01/2011, trang 63-67
