Y K I E N TRAO DOI I
TWi/e l^NQ CM TEf 1HU'0N(^ HIEU Dl//) TKEN ^ANH QiA CAM NHAN OUA WC qiA OOI ^d\ CAC l^NQ IWNQ UN. K\iN THUC 1HU(?C CONQ TV CO PHAN m/V£N WNC, m NAH
Nguyen Thu HuOng '
!igaynh$n 24/12/2011 Ngay nhgn lai 03/1/2012 Ma so 3 HTTT
TiyWida. Thuong hieu. tmyen thong Viet Nam, gia tn (huang hiSu
£
ia tn thuang hieu la chu de nhSn duac kha nhieu sU quan tam cua gidi hoc gia cung nhu cac nha quan tn tren the gidi trong suot nhOng nam cuoi the ky 20 cho den nay Ddi vdi cac nha cung cap u thong tin tren Internet noi chung va cac Irang thong tin noi neng, viec cung co va nang cao gia (rf thuong hieu chinh la viec duy tri va gia tang hinh anh thuang hieu tich cUc trong tam tri ngudi doc.Seed duac nhQng nguon ldi Idn han tu vi$c cung ung dich vu cho cac doanh nghiep khac. Bai viet nay tr/n/i bay kei qua nghien cOu ve gia tn thuang hieu dUa tren danh gia, cam nhan cua ddc gia dd'i vdi 2 trang thong tin la Kenh 14 va Afamlly cua Cdng ty Co phan Truyen thong Viet Nam (Vccarp). Til dd dUa ra moi so de xuat nham nang cao gia in thuang hieu thong qua viec tang cudng sU nhan biet va mOc [Jo mh huang cua cac hen kei thuang hidu tdi danh gia cua nguoi doc dd'i vdi irang ihong tin
1. D$t van de IHlnh 1- /Wd hinh gia in thuang hieu Gia tn thuong hieu (Brand equity) ia thuat ngQ
dUdc sij dung lan dau tien va sau dd dUdc SLJ dung rpng rai til nhQng nam 1980 tren toan the gidi Hon 30 nam qua, thuat ngu nay da duoc nghien cuu bcii rat nhieu cac hoc gia tQ i<hap eae quoc gia NliOng ten tudi cd the" ke den nhu i^eter H Faquahar, Lance Leuthesser, David AAaiter, C J, Simon va M W Sullivan, Kevin Lane Keller, Jean Noel Kafepper, Feldwici< Tronp cac cdng trinh rgliien CLJU cua minh, cac tac gia deu dUa ra cac luan diem tiep cdn cOa ridng minh ve gia tr|
|lnUong hidu vd ndi hdm cOa nd.
Faquhar (1989) da xac dmh gia tn thuong hieu
la gia tn duoc tang them i<hi mdt thuong hieu ^ ^ ^ ^^Q^ q^gn diem cua ngudi tieu dung cd nhdn mang lai cho san pham, Leuthesser (1988) dinh ^^ rndt l<hung dmh dang l^hai mem duoctgo nen natiia do la t^n hnn ran iipn kfit va h^inh vi cua ^^-^ ^ihung hieu biet (tn thdc) cua l^hach hang ve
Gia tri thuong hieu
Ngudn:
1991 Aaker.
nghia do la tap hop cac hen ket va hanh \ khach hang ciJa thuong hieu, thanh vien trong itenh, cdng ty me ma tu dd cho phep thuong hieu cojJuoc l^hoan nhUdng bo Idn hon hoac cd dUoc khoi ludng ldn hon neu nhu khdng cd thuong hieu.
Aaker(1991) cho rang gia tn thUOng hieu la tap hgp cac tai san thuong hieu (brand assets) va cac yeu to lien quan den thuong hieu, ten va bieu tUOng. nhifng thd co the them vao hoac bdt di gia If! dUcic cung cap bdi san pham hoac dich vu cho
thuong hieu va nhung hieu biel dd chiu tdc ddng tQ cac chien luoc marketing cua cdng ty trong ddl han (hinh 2) Simon va Sullivan tap trung nghien cQu dudi gdc dd tai chinh cho rang gia tn tliUdng hieu la ddng tien lich luy do viec ban san pham co thuong hieu mang lai hon la san pham khdng mang thuong hieu, Philip Kotler danh gia ve gid tr]
thuong hieu dudi gdc do cac hoat dgng marketing, cho rang gia tn cua mdt thuong hieu, dua tren cac rong ty hoac cho khach hang cua cdng ty Theo ^^^ dd ma no cd the cd duoe Idng trung tiianh O'lg. gia tri thUdng hieu duoc the hien tren 5 khia •• - •• • ,_ = . . - - „u^-. i.,- A™
canh long trung thanh cua khach hang, nh$n thuc
™ong hieu, chat luong cam nhan, lien ket thUdng
"leu ya cac lai san tri tue khac (hinh 1).
Cach tiep can cda Faquhar va Aai<er tiep tyc
"nan duoc su ung ho td Keller, Simon va Sullivan, Priilip Kotler. Keller da phat trien quan diem dUdI Qoc do tam ly hoc, gia tn thuong hieu la khai mem
eao, ntian thQc thuong hieu eao, chat IUdng cam nhan cao, lien ket thuong hieu manh va cdc tai san tri tue khac nhu sang che, dang ky bdo hdvd mdi quan he trong kenh
Nam 1997, Feldwick la tac gia da khdi dau cho
* GV, Trudng Dai hoc Thuang mai
So 47/2012 ~7hiitfng Mai ei
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Hlnh 2: Md hlnh gid tq thuang hipu dpa trdn khich hdng Feldwick. Quan didm cua David A. Aaker doanh nghidp, xem nd nhU mdt tgp hop cdc tdl sdn vd cdc ydu td lidn quan den tdn hay bidu tudng md tU dd Idm tdng them ho0c bdt dl gid tri duoc tgo ra bdi sdn pham/d|ch vy cho cdng ty ho$c cho khdeh hdng cua cdng ty. Thuc te, cdch tiSp cdn ndy dudng nhu thidu mSt ndn tang khoa hpc cd bdn trong vide xdc d|nh cd sd tdn tgi cua cdc tdi san thUdng hidu cdu thdnh. Chii ydu cdc kdt qud duoc tdc gid dOc kdt di/a trdn phUdng phdp tdng kdt kinh nghidm thuc tiffn.
Quan didm ciia Keller xem xdt gid tr|
thudng hidu dUdI gdc dd khdeh hdng, su dung ndn tdng vd tdm \y hoc. Ong xdc dinh gid tn tiiUdng hi$u Id hidu qud marketing dPc ddo tdc ddng vdo hl^u bidt tiiuong hi$u cua khdeh hdng (tri thUc vd thUdng hidu) vd cdch khdeh hdng ddp tr& Igi vdi cdc hogt ddng market- ing cilia thuang hidu. Vdi cdch ti^p c$n nay till gid trj thUdng hi$u (do ludng tgi tiidi didm hidn tgi) cd tiid duoc hilu Id kdt qud cua vl$c dau tu cilia cdng ty vdi cdc nd'luc marineting bxing qua khU. Vd thyc td, ti-ong cdng trlnh nghidn cClu cua minh, K^Jer vdn chua dua ra dugc mdt cdng thOic di kiem nghidm md hinh gid tri tiiudng hi$u va hdnh vi lua chon hodn chinh.
Quan didm cua Paul Feldwick cho r ^ g gid b-j tiiUdng hidu khdng phdi Id mdt thudt ngO dan le.
ThUdng hi$u Id tdp hop cua nhdn thiJic c6 trong tdm tri khdeh hdng va khdeh hang glQ' nhOng thuong hidu dd theo cdch ridng cua minh. VI v|y, tdl san tiiUdng hi$u (brand assets) Id 9vi nam bx}ng ddu ngudi tidu dung han Id doi vdi doanh nghidp. Cdch nhin nhdn nay cho th^y ttiuanghidu Id mdt tdi sdn dugc tiS chuc trong tdm td khdeh hdng. 6ng phdn d|nh ro rdng "Gid cua ttiuang hidu (Brand value) Id I0> nhudn tidm ndng cuff cac tdl sdn tiiUdng hi$u (Brand assets), cd-trungigjan td sOc mgnh tiiUdng h i ^ trdn thi tnidng'.
Vdi tCmg gdc <)d nhin nhdn; moi tacgJd>(ISi'<»
nhQng gia< thidt vd ludn culi iro. chi3ng minhi dao cdch nhin nh$n cua minh. Ti/u dautt^ Iqni, thu$t ngO gid ti-j thuang hi$u duoc nh]n.nh$ni(luaitiidn;3 khfa cgnh: d|nh gid ve tdi chfnh. ffinandal. brand equity), dga trdn danh gid coa kh^ch. h ^ (Customer - based brand equity) va khioegnlTve s\f thd hidn trdn th| trudng (Maritet - based brsmd equlM. Trong dd^, khfa cgnh vd tdi chinh- mudn tfnh den gid tri'thuang hidunhu mdt khoan dSu tii ddi hgn. Id mdt phSn tiong bang G§n dS' k^ftratr.
Khfa^cgrrh v« sV'ttighifn tndn,ttiiitruangimiiartinh ddn anh hu&igciiatisuong;hidu&D\>\ti^mdB, sifimd rdng danh- myc dfiu tu, th|; phSn- w4 kha ningi cat giam chi phi marketing. Khfa canh vaWiAohihang mudn tinh d^ gid tri tiiuang hidu dua trfti s i / h i ^ Ngudn: Keller, 1993 vd Nguydn Bich Khoa, 2009
cudc chidn vS thudt ngQ "gid tn thuang hidu". Ong da eho rdng gid tr| thuang hidu dQng dudi 3 gdc dd thi ed cdch hidu khdc nhau, nhung tyu chung Igi thi nd ddu ed lidn quan ddn bdn md td thuong hidu (Id nhQng lien ket cua khdeh hdng vdi tdn thUOng hidu), ddn dd mgnh thUdng hidu (Id bidn phdp dd thd hidn cau cOa khdeh hdng vdl ttiuong hidu) vd dtnh gid thuong hidu (Id vide ddt gid cho thuang hidu khi duoe chdo bdn) (hinh 3). Ong cho rdng gia tri thUdrig hidu id mdt khdi ni$m mo h6, ddc bidt la khi nd khdng cd bidn phdp do ludng tiilch hdp vd cd khd ndng Ung dyng trong mdi tnidng kinh doanh. Cung quan diem vdi Feldwick la Ehrenberg khi dng eho rdng gid trj thuong hidu cao la do doanh thu cao vd do ngdn quy quang edo cao khi ngudi tidu dung to ra ylu men vol mdt ttiUdng hidu Idn hdn vd cdc ttiUOng hidu cgnh tranh se khdng tiie duy ti-i duoc tfnh khdc bi$t quan trpng khi ma mOt tfiuong hi$u ddc ddo se nhanh ciidng b| nhdi Igi.
Hlnh 3.' Md hlnh gii fr/ thudng hipu cua Feldwick
Ngudn: Feldwick, 1396 vd Kapferer, 2008 Sau ndy, mdt sdtdcgid khdc dadyaitiidn md hinh ciJa Davidi A. Aaker, Kevin, l^ne Keller, Feldwick,. Simoni vd Sullivan dd phdt ti-idn cdc nghidn cQu ciia minh. Cd thi k l den cdc tdn tudi nhu Faithcloth, Capella vd Alford (2001); Chen (2001;); Albepaum, Gershiervd Neik (2003), Jean Noel Kafbpper (2008).
Tdm Igi, vd gid tri'tinudng.hi^u dQng dUdI cdch tiep cdn l^cirketing, hi$n tgi c» 3 nhdm quan diem:
David A. Aaker, Kevin Lane Keller vd Paul
KHOA HOC _
68 ThUtfng Mai" S6 47/2012
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biet cua khach hang ve thuong hieu va hanh vi cLia lio ddl vdi thuong hieu, san pham ma cac ddi Uijcanh tranh khdng cd.
Trong pham vi nghien cdu cua bai viet, gia tn thiidng tiieu se duoc tiep can theo goc do tam ly hoc cua Kevin Lane Keller Tuy nhien, trong khudn kfio CO han, bai viet se danh gia gia tr| thuong hieu dua tren 2 yeu to Su nhan biet thuong hieu (Biet/Khdng biet} va Hinh anh tliuong hieu trong lam tri khach hang da cd trai nghiem vdi san pham. Trong dd, hinh anh thUdng hidu dUOc the hien thong qua cac lien ket thUdng hidu ma thuong tiieu dd tao dung duoc va duoc khach hang tieu dLing ghi nhan, eham diem (ranking) Hay mot each khac, dd la su luong hda hlnh anh tiiuong hieu trong tam tri khach hang muc tieu. Mdc diem cang cao thi cang the hien duoc su hai long va sU dap Ling gan tdi muc ky vpng cua ddc gia De Iranh gay nham lan vdi cac thuat ngil khac, de tai SL(dung mdt thuat ngu khac la "gia tr; thuong hieu diJa tren danh gia, cam nhan cua khach hang muc lieu" de the hien gia tn dUOc luong hda ciia hinh anh thuong hieu trong tam tri khach hang
2. Phuong phap nghien cuu
Lam the nao de do ludng gia tn cua mdt thuong hieu trong tam tri khach hang? Cau hoi nay da dUdc rat nhieu cac tac gia tren the gidi dua ra cac each thilc khac nhau Men tang cO ban cua cac phUdng phap nghien cdu nay la dUa tren cac phUdng phap nghien cuu tam ly
Trong nghien cuu cua tac gia, phuong phap daoc su dung de do ludng gia tri thuong hieu dua Iren ddc gia chii yeu la phuong phap dmh luong.
Theo dd, thach thuc Idn nhat de lupng hda duoc hinh anh thuong hieu ciia mpt website tin tdc trong tam tri ddc gia dd chinh la xac dmh cac lien ket va flomanh ciia chung tac dpng den ddc gia. Do dd, mot cudc khao sat vdi 2 giai doan duoc thuc hien delam luan cd vQng chac nham xac dinh trong so trong dieu kien nhin nhan cac trang thdng tin, kien thiic ua cac bao dien tu, dudi gdc do kmh doanh day deu la nhung nha cung cap dich vu thdng tin tdl ddc gia Chinh vi vay, 2 doi tuong tren deu duoc goictiung la "website tin tdc"-
Giai doan 1: Xac dinh nhOng yeu to chinh tao nen gia tri thuong hieu dua tren dantigja, cam nhan cua khach hang muc iieu la doc gia cua trang thong im, kien Mc tren Internet Thdi gian tien hanh ti/
thang 12/2010 den het thang 1/2011 Trong giai doan nay, phieu khao sat se toe phat nga'u nhien tdi cac dd'i tuong khac nhau (khu vuc cdng sd, trudng hoc) So phieu thu ve la 300/320 phieu phat ra
Giai doan 2: Xac dmh trgng so cua cac bie'n 'rong cdng thOc tinh gia tn thuong hieu dOa tren 3anh gia, cam nhdn cua khach hang muc tieu la
ddc gia Xac dmh gia in thUdng hieu cua trang thong tin, kien thiic dd'i voi mdt so dd'i ihu canh iranh ciing loai theo danh gia cua ddc gia Thdi gian tien hanh trong thang 4/2011 Trong giai doan nay, phieu khao sat dUOc phai ngau nhien tdi cdc ddl tuonp khac nhau tren cac phuong tien khac nhau, ket hop vdi viee phat phieu truc tiep tdi cac ddl tupng khac nhau tai khu vuc cac trudng dai hoc va khu vuc cdng sd So phieu thu ve la 232/240 phieu phat ra Trong dd, ty le phieu duoc tra ldi qua Internet la 92 phieu, pliieu tra ldi true tiep la 140 phieu Dong thdi, de kiem chdng ket qua thu th^p bang bang cau hdi, dQ lieu tu trang thdng ke http.//Alexa com duoc sii dung nh^m ciing CO them tinh chinh xac ciia chuong trinh khao sat
Du lieu sau khi thu thap duoc loc, ma hda va nhap lieu vao phan mem Microsoft Excel 2007 Sau dd, cac phan du lieu phuc vy cho xac lap md hinh duoc chiuyen sang phan mem SPSS 16 de phan tich Til day, ket qua khao sat duoc phuc vu cho viec thiet lap md hinh nghien cdu ciia tac gia va cdng thdc tinh
Hlnh 4; Md hinh nghien cOu
Gia tn thuong hieu dUa tren danh gia, cam nhan cua doc gia dd'i vdi mdt trang thdng tin, kien thdc tren Internet dUdc bieu thi dudi dang mdt phuong trinh hoi quy bdi. Trong dd, gia tn thuong hieu la bien phu thudc va duoe bieu \h\ bdi 6 bien dpc lap (bang 1)
Bang 1 Cac bien trong mo hinh
^ 3
So 47/2012
Tuy nhien trong qua trinh danh gia vdi tdng website, ngudi dudc khao sat khdng cd du thdng tin de danh gia yeu td X6; Md'i quan he ndi bo Chinh vi vdy, vdl y kien chii quan ciia tac gia, yeu to nay _KHO,\HOC _ . ^
ThUmig Mai 69
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se dugc Iogi b6 kh6l md hlnh tinh gid tri thUdng hi$u dua tr6n ddnh gid, c^m nh$n eCia d^c gid (X6
= 0). Kgt qud phdn tfch bdng SPSS dd cho thd'y, m6 hinh sau khi iogi b6 X6 vdn ddm bdo tlnh phO hdp eCia m6 hlnh vdi cdc dO li$u thu thdp dU(?e.
Do 66, c6ng thUe tlnh dupe th^ hi$n nhU sau:
Yi = 0,363 + 0.132Xii + 0,123X2, + 0,13X3, + 0,152X4, + 0,157Xej + 0,204X7,
Tir d6, c6ng thiic tinh gid tr| thUOng hi$u dua trdn ddnh gid, cdm nhdn ciia dOc gid dffi vdl m5I trang th6ng tin, kifiin thUc Id:
Kt-0,36J + 0 1 3 J -
Trongdd, N l^e^;|l v H'l id s6'dl^m ddnh gid ciia m6i d$c gid ddnh cho cde y^u t6 eCig web- site vd n l . n2, n3, n4, n5, n7 Id so d^e gid dUa ra ddnh old tUdng Ung vdl cdc y^u t5 d6.
3. Thuc b^ng vS gid tr| thudng hl^u dUa tren ddnh gid. cdm nn^n cua d$c gid d5t vdi cdc trang thdng tin, klSTn thOc cGa VCcorp
VCeorp Id c6ng ty hogt dOng chii y^u trong ITnh vuc thuong mgi di|n tCr tgi th| tnJdng Vi^t Nam. Cac hoat dOng cua VCeoip hi^n tgi bao gom cdc du an kinh doanh lien quan dicli vg thdng tin, glai tri tren Intemet va di&n thoai di ddng. Trong so cdc du an cua VCcorp, Channel.vn Id dU, dn dU0c tri^n khai tit cuoi nam 2007 vdl 4 san pham d|ch vu:
http://l<enh14.vn; http://afamily.vn; http://cafef.vh;
http://auJopro.com.vn. Trong gdn 4 ndm qua, cdc san pham ciia Channel.vn da khdng ngiflig fliuc hien cae chuong trinh d^ tdng cudng sU nhdn biet vd nang cao hinh anh thuong hi$u ciia minh trong tam tri d6c gia. Ddc bi^t, cdc hogt d^ng mang tlnh xa hOI hoa vd gia tang klid ndng tUdng tac giQa chuyen trang va d6c gia dUdc t$p tnjng. Cdc cu^ic thi nhu Teenpro, bfl tnjy$n dnh "Mui tdn cau v6ng", Anh d?p eua be... duoc t6 chCfe vd thu hUt mOt s5 lupng dflng dao dfle gia tham gia. Bdn canh do, su lidn ket chdt che vdi cdc website khdc cdng giiip cho vl§c tdng cudng kha ndng nhdn biet cua dfle gia.
Vdi nhQng no'lUc cua minh, cdc sdn phd'm cua Channel.vn da thu dugc m^t sfi kSt qua ddng ghi nhdn trong mfli tuang quan vdi 2 dfll thCi cgnh tranh chinh (duge lya ehgn til kgt qua khdo sdt cua giai doan 1). Trong bdi vi^t ndy, k^t qud dieu tra dUdc thd hi#n cho 2 trang thflng tin id http://kenh14.vn (trong mfii tuong quan vdi http://news.zing.vn; http://hoahoctro.com) (xem hinh 5) va http://afamily.vn (trong m61 tUdng quan vdi http://eva.vn vd http://xlnhxinh.eom.vn) (xem hinh 6). Irdn cd sd do, nhQng danh gia sd bO dugc dua ra vd hUdng tdi vi§e VCcorp co the thuc hidn cac hoat d^ng diSu chinh phu hgp vdl mong mudn cOa dfle gia tren Internet.
Thdnh cdng ddng k^ ciia Kenh 14 d6 Id da ts ngn trdo luu mdi trong gidi tr6 ngay tif khi ra mi Vdi nhQng ncTli^c cua minh, Kdnh 14 da trd thdr kdnh thdng tin quan trgng trong vide truyen tai \ cdp nhdt cde tin tCfc "phu hop theo ydu cdu" ddr ridng cho ede d$c gid trong dd tudi tU 15 - 24 tut Kdnh 14 da tgo dugc dau an ridng cho minh W dgt sd lugt truy cdp hdng ngdy vdo khodr 800.000 lugt truy cdp, Id website cO lugng truy cS trung binh dUng thU 166 Vidt Nam. Thdi gian trun binh ddc gid luu Igi trdn website vdo khoang tii 6 i, 15 phut. Bi^m ddc bl§t Id nhOna s5 li$u thdng k
" ndy duy tri 6 mile tuong dtfi on d)nh trong gli dogn 2008 - 2011 (qu^ I). DiSu dd chQng to rdn Kdnh 14 da cd mdt lugng d^c gid trung thdnh nhi d|nh vd nhQng ddc gid ndy hinh thdnh mdt thi quen dgc tin tuc eua Kdnh 14.
81,89% ddc gid dugc khao sdt bidt ddn Kdn 14 vd da tUng truy cdp vdo website di dgc tin tUi Hdu hdt cdc ddc gid ddu ddnh gid khd tdt Kdnh 1 vd phdn Mifc dd cdp nhdt thdng tin (diim 7/10) v Su tUdng tdc glQa ddc gia vd trang Uidng tin (di^i 6,6/10). Didu dd th^ hidn rdng Kdnh 14 da cd v| t d$c bidt trong tdm tri ddc gia tre ndi ridng vd cdn chiing ndi chung.
Bdn eanh dd, Kdnh 14 cung dgng g$p phdi m(
sd van de md theo danh gia cOa ddc gid dd I nhQng diem cSn cd sM dieu chinh trong thdi gia sdp tdi. Ddu tidn Id yd^u td C h ^ lugng th&u fii MSc dd mile 6\^rn d5nh giS ct^a dfic gia do! voi ve
Hlnh 5 Mdi tUong quan giOa trang thdng . Kenh 14 sa vdi Zing News va Hoa hoc tr
S C J#:;
Nguon: tin toan cua h
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S6 47/201Y K I E N TRAO OOI
[•Chat lupng thdng tin ciia Kenh 14 vao khoang xapxi 6,5/10 diem nhung trong so 92 dpc gia tra loikhaosat qua Internet thi rnilcdiem ma Kenh 14 (Jatdiioc chl la 5,55/10 diem va 24,3% ddc gia [itiin chung danh gia la khdng hai long. Tiep theo layeutd'Giao dien website va Su thuan tidn trong sii dung (bo cue w/ebsite va toe dp dudng truyen), 92 dpc gia duoc khao sat online deu danh gia 2 yeu to nay ciia Kenh 14 co phan vuot hon so vdi Zing News, tuy nhien diem danh gia trung binh lai thap hon, Doi vdi yeu to Md'i quan he vdi cdng iong va doanh nghiep. Zing News nhan dUOc sU danti gia cao hon tuong dd'i nhieu so voi Kenh 14, DJeJ do cd the cho biet rang Kenh 14 can cd sU hdp tac nhieu hon doi vdi cac doanh nghiep de cung cap thdng tin den cho doc gia
Hlnh 6; Md'i tuang quan giua kdnh ihdng tin Alamily so vdi Eva va Xinh Xinli
M5c dii Afamily ra ddi khi tren thi trudng da cd not so luong cac website cung cap thong tin tuong ly, nhung qua nghien citu da cho thay, hinh anh oja Afamily la tuong dd'i ti'ch cue, Afamily la web- site cung cap thdng tin cho phu nO trong do tudi td 'B-45, vdi cac chuyen muc rat "dSc IrUng" nhu Tam sa, An ngon - Kheo tay, Dep.
Afamily da dat dUOc so luot xem trang hang
"gay vao khoang gan 100.000 lugt truy cap, la website dOng thd 119 cua Viet Nam, Thdi gian w g binh ddc gia luu lai tren website cua Afamily latiie-Sphut. So luat truy cap cung tuong doi on
*nh va duy tri deu dan trong giai doan 2009 -
2011. Oieu dd cho thay Afamily co mdt luong doc gia rieng minh va cac dpc gia nay cd thdi quen truy cap Afamily hang ngay,
28,44% sd ngudi duoc khao sat biet den Afamily va da tdng truy cap vao de doc tin tiic.
Diem dang ngac nhien la Afamily dUOe danh gia tdt hon SO vdi 2 website canh tranh tren toan bd 6 yeu td dupc lay y kien ddc gia Trong dd, Chat lupng thdng tin va Sy thuan tien trong su dung cd mdc chenh Idch tuong ddl cao, Dieu nay cung the hien trong so nhOng y kien duoc khao sat online, 62,5% nguoi khao sat danh gia thdng tin cua Afamily dat tren diem 7; 66% ngudi khao sat danh gia Mdc dp cap nhat thdng tin cua Afamily dat tren mdc diem 6. Cac yeu td cdn lai deu co tren 50%
ngudi danh gia mile diem 6 trd len. Qua day cd the thay rang, hinh anh Afamily theo danh gia cua ddc gia la mot website dap dng dupc tUOng dd'i cac yeu cau ciia ddc gia ve thdng tin, ve mdc do cap nhat thdng tin, ve sU thuan tien trang su dyng, ve sU tuong tac, ve mdi quan he vdi cdng dong - doanh nghiep.
Ben canh dd, Afamily cdn gap mot so van de nhu sd luong ddc gia biet den Afamily cdn tuong dd'i han che, Od tuoi dpc gia ma Afamily hudng den la nhung ngudi phu nu trong dd tuoi dudi 35 tudi. Tuy nhien, trong tong so 53 ngudi nu dUoc khao sat chi cd 24/53 ngUdi (chiem 45,28%) biet va doc Afamily. Trong khi dd, Eva lai ed tdi 30/53 ngudi (56,67%), Oieu dd dat ra van de can phai gia tang mdc do nhan biet ciia ddc gia tren Internet dd'i vdi Afamily.
Afamily cd mdt bat Ipi la ngudi theo sau, bdi vi Afamily la chuyen trang danh cho phy nu nhung sau khi tren thi trudng da cd mpt sd website cung loai. Dieu nay dat ra thach thdc cho Afamily la can dmh hudng trong tuong lai nhUthe nao detao nen nhung lien ket thuong hieu rd net hOri, de khi nhac den Afamily thi ddc gia nii deu cd the cd dUOC mpt hinh anh rieng,
Ben canh dd, Afamily cdn phai doi dien vOi thach thuc tu phia cac dien dan, ma hai trong nhOng die'n dan ndi tieng la httpV/webtretho com va http7/lamchame,com. Hai dien dan nay quy tu mdt so luong ddng dao cac thanh vien - nhOng ngudi la ddc gia muc tieu ciia Afamily. Chinh vi vay, Afamily can cd nhQng ke hoach thich hpp de thu hilt duoc luong ddc gia id 2 nOi nay.
Tren cO sd ket qua nghien ciiu, cd the thay rang hien tai gia tn thuong hieu dya tren danh gia, cam nhan cua ddc gia dd'i vdi Kenh 14 va Afamily dang cung 6 mdc trung binh la 6,4/10 Trong khi Kenh 14 ddng d vi tri thd 2 so vdi 2 doi thu canh tranh la Zing News va Hoa hgc trd thi Afamily lai duoc lua chon d vi tri thy nhat so vdi Eva va Xinh Xinh Mac dii Kenh 14 dUOc dgc gia danh gia noi trdi hon d 2 iien ket nhUng nhin chung, Kenh 14
So 47/2012 lb-....
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Y KIEN TRAO o f i l
vdn cdn hgn chS vS 4 lidn k^t cdn igi. Afamily dUdc ddc gid ddnh old khd tfft trdn ch 6 lidn k^t nhung so sdnh vg muc dd nhdn bifft thi Afamily ehua co dUdc k§t qud cao. Do dd, trong tudng lai tdi, Kdnh 14 Vd Afamily cdn cd nhQng hdnh ddng cu the dS khde phi^ic nhOng hgn chff edn tfin tgi vd ddy mgnh nhQng thd' mgnh cua ridng minh.
4. Mdt ser dff xueft nhSm ndng cao gid tr| thuong hiSu dua trdn danh gia, cdm nh^in cua ddc gia
Trong bdi cdnh cdc website thdng tin true tuyen dang ditng trUdc nhOng lUa chpn thay doi de phii hop hon ddl vdl bdi ednh thj trUdng vd ddc gia thi cdn thid't phdi cd ki hogch eg thS d^ duy tri vd ndng cao gid tr| thuong hi$u dUa trSn ddnh gid, cdm nhdn cua dde gid. DiSu dd cd nghTa Id gid tn thuong hi§u dga trdn ddc gid cd the dupc ndng cao theo 2 cdch: (1) gia tdng mUc dd nhdn bift cCia ddc gid ddi vdi ede trang tin; (2) tdng cUdng dd mgnh cua lidn kSt thUdng hi$u tdi ddc gid.
Trdn cO sd dd, mdt so dS xudt chung ddi vdi 2 trang thdng tin http;//kenh14.vn vd http://afamily.vn nhu sau:
- Khdc phuc nhOng hgn che vi lifin kit "Ch^t IUdng thdng tin" bdng vi^c ti^p tue md rdng mang ludi Cdng tdc vien vd Phdng vien tren khdp ca nude. TQ dd cd them cd hdi thu thdp cdc ngudn thdng tin khdc nhau phuc vy eho ndng cao chat luong bdi viet, phu hop vdi yeu cdu eua ddc gia hdn nOa. "Ban" thdng tin cung la mdtjahUdng dn dudc tlnh tdi de giOp cho vide cung cap thdng tin tdp tmng hon, chat lugng hdn. Ben cgnh dd, cdn tiep tyc duy tri the mgnh vi cdc hogt ddng ket noi cdng ddng de cOng cSvi tri trong tdm tri ddc gid va can tim nhQng hudng di mdi d^ dam bao myc tieu trd thdnh "ngudi tao xu hudng thdng tin".
- Cai thidn han che ve lidn ket "Mdi quan hd vdi cdng ddng, doanh nghidp" bdng cdeh xdy dung mdi quan hd rdng hdn vol cdc doanh nghidp de tao CO hdi cho ddc gid nhdn dUdc nhQng chUdng trinh khuyen mai hap ddn. B6i vdl Kdnh 14 va Afamily deu can cd sy hpp tdc mgnh md hdn d^
mang d^n nhieu lpi ich vdt chdt cho ddc gid cung nhu tdng cudng sy gdn bd cCia ddc gid.
- Cdn cd su dau tu nhi€u hdn vdo cde chUdng trinh nghidn cilu Marketing d^ ddc gia cd th^ de dang the hidn y kien cua minh cung nhU ed dupe CO hdi ti^p nh§n cdc phan hdi vd nhu edu cua dOc gia ddi vdi thdng tin. Bdn cgnh dd, vi§c thudng xuydn thay ddl giao didn cQng nhu cdc chuydn mue eung can cd sy quan tdm sat sao hon nQa de dgt dupc hidu qua nhu mong dpi.
- Cdn tlnh den phUdng dn cho phep cdc thiet bj khdng ddy cd th^ de'ddng truy e§p vdo phien ban mobile de cdp nhdt tin ti3c. Dieu ndy cho phdp ddc gia tiep nhdn thdng tin nhanh ehong hon, thudn tidn hdn.
Mdt so de xudt cy the ddl vdi Kdnh 14 va
Afamily nhu sau: . . . . * * , . , « - « ; - Ddi vdi Kdnh 14: Ddy mgnh ddu tU vS cfli
nghd vd khai thdc thdt 6i sU kdt ndi giOa cdo dji vy cung cdp trong cQng doanh nghidp. nSp^foU dyng thd mgnh vd cde hogt ddng xa nOi-hq thdng qua cdc sU kidn vd cudc thi de gia t»w i dnh hudng cCia Kdnh 14 tdi cdc ddc gia trd'Uidli - Ddi vdi Afamily: TSng cudng cdc hogt ddr qudng cdo vd PR d^ ndng cao mCic dd biet'Oji cOa ddc gid ddi vdi trang thdng tin. Day mgnh s hpp tdc vdi cdc forum vd hogt ddng iidn kdt tdi t cho cdc cudc thi, ehUOng trlnh c6 quy md Idn ht ddnh cho ddl tupng Id phy nO.
Tdm Igi. nghidn cQu ndy c6 the mang lai m hlnh dnh sd bd vg ddnh gid cOa cdc ddc giahii nay ddi vdi 2 sdn phdmtrang thdng tin cua VCco Id Kdnh 14 vd Afamily. TCf dd, nhOng nhd qudn eCia doanh nghidp nay c6 the dUa ra cdc quv d|nh hpp ly ve hudng d) vd sy phdt trien sdn pha trong tuong lai sdp tdl. Trdn khfa cgnh ngdnh b;
chl, nghidn cUu ndy c6 th^ md ra nhOng nghii cUu chuydn sdu hdn vS vide phdt tridn thUOng hii bdo mgng d Vidt Nam trong thdi gian tdl.^
Tai llSu tham khio:
1. Nguyen Bdch Khoa, Mdt s6 ludn cd kh hpc va thpc tidn cua t6 chdc ddo ho dai h chuyen nginh Quin tn thuang hidu ddp Ong ni cau xa h^, Tgp chl Khoa hpc Thuong mgi, So 3 Trudng Dgi hpc Thuong mgi, 2009..
2. Aaker, D. A, Managing Brand Equify, Fn Press, 1991.
3. Kapferer, J.-N., 77re New Strategk: Bra, Management: Creating and Sustaining .Bra, Equity Long Term, London: Kogan Page, 2008.
4. Keller, K. L., Shategk: Brand Manageme New York, Prentice Hall. 2003.
Summary
Brand value is a topic of concerns by scholc as well as managers throughout the world sm the late 20th century. With Information pnavidt on the Intemet in general and information pages particular, strengthening and enhancing brand v ues mean creating and maintaining a posifi image for the brand in the minds of the readers enjoy greater benefits from providing services businesses. The paper presents Uie findings o:
study on the evaluation and perception of rradi towards two infonnation pages: Kdnh 14 (Cham 14) and Afamily of Vietnam CommunicaS Corporation (Vccorp), from which recommeB some solutions to enhancing brand value Increasing awareness and effects of brand links readers evaluation on the information pages.
KHOA HQC
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