1_nguyenvananh_vh1301

ti: Tm hiu vn xy dng thng hiu ca Cng ty TNHH MTV du lch v tip th GTVT Vit Nam - Vietravel - Chi nhnh Hi Phng

Sinh vin: Nguyn Vn Anh

B GIO DC V O TO TRNG I HC DN LP HI PHNG

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ISO 9001-2008

KHA LUN TT NGHIP

NGNH: VN HA DU LCH

Sinh vin : Nguyn Vn Anh Ngi hng dn: Thc s o Th Thanh Mai

HI PHNG - 2013




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TM HIU VN XY DNG THNG HIU CA CNG TY VIETRAVEL CHI NHNH HI PHNG

KHA LUN TT NGHIP I HC H CHNH QUY

NGNH: VN HA DU LCH

Sinh vin : Nguyn Vn Anh Ngi hng dn: Thc s o Th Thanh Mai

HI PHNG - 2013




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NHIM V TI TT NGHIP

Sinh vin: .........................................................................M s:...................................

Lp: .........................................Ngnh:....................................................................................

Tn ti: ...........................................................................................................................

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NHIM V TI

1. Ni dung v cc yu cu cn gii quyt trong nhim v ti tt nghip (v l

lun, thc tin, cc s liu).

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2. Cc ti liu, s liu cn thit:...........

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3. a im thc tp tt nghip.

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CN B HNG DN TI TT NGHIP

Ngi hng dn th nht:

H v tn:............................................................................................................................................

Hc hm, hc v:.............................................................................................................................

C quan cng tc:............................................................................................................................

Ni dung hng dn:......................................................................................................................

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Ngi hng dn th hai:

H v tn:............................................................................................................................................

Hc hm, hc v:.............................................................................................................................

C quan cng tc:............................................................................................................................

Ni dung hng dn:......................................................................................................................

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ti tt nghip c giao ngy 02 thng 4 nm 2013

Yu cu phi hon thnh xong trc ngy 07 thng 7 nm 2013

nhn nhim v TTN giao nhim v TTN

Sinh vin Ngi hng dn

Hi Phng, ngy thng nm 2013

HIU TRNG

GS.TS.NGT Trn Hu Ngh



PHN NHN XT TM TT CA CN B HNG DN

1. Tinh thn thi ca sinh vin trong qu trnh lm ti tt nghip: ....................................................

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2. nh gi cht lng ca ti (so vi ni dung yu cu ra trong nhim v .T. T.N trn cc mt l lun, thc tin, tnh ton s liu):

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3. Cho im ca cn b hng dn (ghi c s v ch):

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Hi Phng, ngy thng nm 2013

Cn b hng dn (K v ghi r h tn)



LI CM N

Em xin chn thnh cm n thy hiu trng, cng tt c thy c trong nh

trng, v hc di ngi trng ny cho em mt thi sinh vin p.

Cm n nhng bi hc th v, s tn tnh, quan tm cng nh s lng nghe

ca thy c dnh cho em.

Em cng mun gi li cm n ti: Cc ch bo v ca trng lun ci

rt ti; cc c lao cng th du dng, nhng c nu bp lun hiu khch; v my

ch th vin lun ha nh.

V quyn kha lun ny c th hon tt, em xin cm n Ths.o Th

Thanh Mai khng ch v s hng dn nhit tnh, tn tm m cn v phong cch

lm vic chuyn nghip, s thn mt v quan tm ca c vi sinh vin.

Em tin chc cc thy c gio trong hi ng phn bin ti y s gi m

cho em nhng vn rt th v. Em xin cm n thy c.



MC LC

DANH MC S BNG BIU

PHN M U ...................................................................................................... 1

1. L do chn ti: ............................................................................................ 1

2. i tng v phm vi nghin cu ca ti: ................................................. 2

3. Phng php nghin cu: ............................................................................... 3

4. B cc kha lun: ............................................................................................ 3

CHNG I: L LUN CHUNG V THNG HIU ..................................... 4

1.1: Khi nim v thng hiu: .............................................................................. 4

1.1.1: Cc khi nim v thng hiu: ................................................................. 4

1.1.2: Mi quan h ca thng hiu vi sn phm v vi s thnh cng ca

cc doanh nghip: ............................................................................................... 6

1.1.3: Tm quan trng ca thng hiu: ............................................................ 8

1.1.3.1: i vi khch hng: ............................................................................ 8

1.1.3.2: i vi nh sn xut: .......................................................................... 9

1.1.4: Vai tr ca thng hiu vi cc lnh vc trong cuc sng: ................... 10

1.1.5: Chc nng ca thng hiu: .................................................................. 12

1.1.6: Vn cn ch trng khi pht trin thng hiu: ................................. 14

1.1.7: c tnh ca thng hiu: ...................................................................... 14

1.2: Cc bc xy dng thng hiu: ................................................................. 15

1.2.1: Khi nim v xy dng thng hiu: ...................................................... 15

1.2.2: Cc bc xy dng thng hiu: ........................................................... 16

1.2.2.1: Xc nh cu trc nn mng thng hiu: ....................................... 16

1.2.2.2: nh v thng hiu: ......................................................................... 17

1.2.2.3: Xy dng chin lc thng hiu: ................................................... 19

1.2.2.4: Xy dng chin dch truyn thng: .................................................. 20

1.2.2.5: o lng v hiu chnh k hoch truyn thng: .............................. 21

1.2.3: Nhng nguyn tc khi xy dng thng hiu: ....................................... 22

1.2.4: Nhng sai lm khi xy dng thng hiu: ............................................. 24

1.3: Cc yu t duy tr v pht trin thng hiu: .......................................... 25



1.4: Vai tr ca thng hiu i vi cng ty du lch: .......................................... 29

TIU KT CHNG I ........................................................................................ 31

CHNG II: THC TRNG HOT NG KINH DOANH V VN

XY DNG THNG HIU CNG TY TNHH MTV DU LCH V

TIP TH GTVT VIT NAM VIETRAVEL CHI NHNH HI PHNG

................................................................................................................................. 32

2.1: Thc trng hot ng kinh doanh ca cng ty TNHH MTV du lch v tip

th GTVT Vit Nam Vietravel chi nhnh Hi Phng. ................................... 32

2.1.1: Khi qut chung v cng ty Vietravel: ................................................... 32

2.1.1.1: Qu trnh hnh thnh v pht trin ca cng ty: ............................... 32

2.1.1.2: Chc nng, nhim v v c cu t chc b my: ............................. 34

2.1.1.3: Lnh vc kinh doanh v h thng c s vt cht ca cng ty: ......... 38

2.1.2: Thc trng hot ng kinh doanh ca cng ty Vietravel Hi Phng: ... 40

2.1.2.1: Kt qu kinh doanh ca cng ty: ...................................................... 40

2.1.2.2: Th trng khch chung: .................................................................. 42

2.2: Thc trng xy dng thng hiu ca cng ty TNHH MTV Du lch v Tip

th GTVT Vit Nam Vietravel chi nhnh Hi Phng: ................................... 42

2.2.1: Nhng thun li v kh khn trong qu trnh xy dng thng hiu ca

cng ty Vietravel Hi Phng: ........................................................................... 42

2.2.1.1: Thun li: .......................................................................................... 42

2.2.1.2: Kh khn: ......................................................................................... 45

2.2.2: Phn tch SWOT cho cng ty Vietravel: ................................................ 47

2.2.2.1: im mnh ca cng ty: .................................................................. 47

2.2.2.2: im yu ca cng ty: ...................................................................... 49

2.2.2.3: Thch thc i vi s pht trin ca cng ty Vietravel Hi Phng: 50

2.2.2.4: C hi cho s pht trin ca cng ty Vietravel Hi Phng: ............. 51

2.3: nh gi thc trng xy dng thng hiu ti cng ty TNHH MTV Du

lch v Tip th GTVT Vit Nam Vietravel chi nhnh Hi Phng: ............. 54

2.3.1: Mt lm c: ................................................................................... 54

2.3.2: Mt tn ti, hn ch: ............................................................................... 55



2.3.3: Nguyn nhn thnh cng v hn ch: .................................................... 56

2.3.3.1: Nguyn nhn thnh cng: .................................................................... 56

2.3.3.1: Nguyn nhn hn ch: ......................................................................... 56

TIU KT CHNG II ...................................................................................... 58

CHNG III: XUT CHO VIC XY DNG THNG HIU CA

CNG TY TNHH MTV DU LCH V TIP TH GTVT VIT NAM

VIETRAVEL CHI NHNH HI PHNG ..................................................... 59

3.1: Mc tiu v chin lc kinh doanh ca cng ty Vietravel Hi Phng: ........ 59

3.1.1.1: Mc tiu di hn: .................................................................................... 59

3.1.1.2: Mc tiu ngn hn: ................................................................................. 60

3.1.2: Chin lc kinh doanh ca cng ty: .......................................................... 61

3.2: Chin lc xy dng thng hiu cho cng ty Vietravel Hi Phng:.......... 63

3.3: Gii php xy dng thng hiu ca cng ty Vietravel Hi Phng: ............ 65

3.3.1: Quy trnh xy dng thng hiu cho cng ty Vietravel Hi Phng: ......... 65

KT LUN ............................................................................................................ 82

TI LIU THAM KHO .................................................................................... 83

PH LC ............................................................................................................... 84



DANH MC S BNG BIU

Bng 1: Gi tr v hnh chim 2/3 nn kinh t ton cu hin nay .......................... 7

S 2.1: C cu t chc b my ca Vietravel Hi Phng ................................. 34

Bng 2: Tnh hnh nhn lc ca Vietravel Hi Phng ........................................... 36

Bng 3: My mc thit b ca cng ty Vietravel Hi Phng.................................. 38

Bng 4.Kt qu kinh doanh 2 nm 2008-2012 Vietravel Hi Phng ..................... 39

Bng 5: Quy trnh xy dng thng hiu............................................................... 63


1

PHN M U

1. L do chn ti:

Trong nn kinh t cnh tranh y quyt lit, hot ng kinh doanh ch yu

ca doanh nghip l khng ngng nng cao cht lng sn phm truyn thng,

khai thc sn phm mi v trin khai cc hot ng xy dng pht trin, qung

co cho thng hiu trn th trng. Cc nh kinh doanh khng nhng mong

mun sn phm ca doanh nghip mnh c ngi tiu dng a chung trn th

trng m cn lm cho ngi tiu dng ny sinh tnh cm, trung thnh, a thch

i vi thng hiu ca doanh nghip mnh.T , khch hng s tr li tiu dng

sn phm ca doanh nghip mnh thm nhiu ln na. Tuy nhin, theo s thay i

ca mi trng sng, iu kin kinh t khch hng khng ch quan tm ti cht

lng sn phm m cn quan tm n gi tr km theo ca n. l khi tiu dng

sn phm khch hng khng ch mong mun cht lng ca sn phm m h

cn mun mua mt sn phm th m gip h khng nh c gi tr, ng cp

ca h vi nhng ngi xung quanh. Do vy, trong mi trng kinh doanh ngy

nay doanh nghip khng nn ch quan tm ti tiu th sn phm m cn lm cho

ngi tiu dng chp nhn c nhn hiu ca sn phm hay ni cch khc l

xy dng nim tin ca khch hng i vi sn phm ca cng ty chng ta.

Chnh v th m ngy nay, xy dng thng hiu tr thnh mt yu t v

cng quan trng to nn thnh cng ca cc cng ty trong kinh doanh. Do vy

cho d doanh nghip c kinh doanh trong lnh vc sn xut hay dch v, ca tp

on ln hay mt cng ty nh th vn thng hiu lun l yu t u tin chi

phi n s thnh cng hay tht bi ca n.

i vi mt doanh nghip kinh doanh trong lnh vc du lch khi m sn

phm l v hnh v ngi tiu dng ch c th cm nhn c sau khi tiu dng

dch v th yu t thng hiu l mt yu t v cng quan trng lm nn con

ng thnh cng ca doanh nghip. Nhng xy dng thng hiu khng th

vn cha m doanh nghip phi quan tm ti duy tr v pht trin thng


2

hiu ca doanh nghip mnh. y l vn m nhiu doanh nghip du lch

Vit Nam cha ch ti.

Sau thi gian i thc tp, em nhn thy vai tr ca vic xy dng thng

hiu vi cc cng ty du lch l kh ln v quan trng. Cng ty Vietravel Hi

Phng tuy mi thnh lp c hai nm nhng thng hiu ca cng ty c

ng o ngi dn thnh ph bit n, c bit vi cc chng trnh l hnh

quc t, nh cc hot ng khuyn mi si ni. Tuy nhin cc hot ng xy

dng v pht trin thng hiu ca cng ty vn cn b ng theo hot ng

chung ca tng cng ty Vietravel m cng ty cha c k hoch cho ring mnh.

Vi mong mun a ra gii php gp phn cho s pht trin ca cng ty,

cng s nh hng ca c gio hng dn_Ths.o Th Thanh Mai, em xin

nghin cu ti: "Tm hiu vn xy dng thng hiu ca cng ty TNHH 1

thnh vin Du lch v Tip th GTVT Vit Nam Vietravel - chi nhnh HP".

a ra mt s gii php v kin ngh nhm xy dng v pht trin

thng hiu ca cng ty TNHH 1 thnh vin Du Lch v Tip th GTVT Vit

Nam Vietravel chi nhnh Hi Phng da trn vic:

H thng ha mt s vn l lun c bn v xy dng v pht

trin thng hiu.

Phn tch v nh gi thc trng hot ng xy dng v pht trin

thng hiu ca cng ty TNHH 1 thnh vin du lch v tip th

GTVT Vit Nam Vietravel chi nhnh Hi Phng.

xut mt s gii php nhm tng cng hot ng xy dng v

pht trin thng hiu ca cng ty TNHH 1 thnh vin Du lch v Tip

th GTVT Vit Nam Vietravel chi nhnh Hi Phng.

2. i tng v phm vi nghin cu ca ti:

i tng nghin cu: Hot ng xy dng v pht trin thng hiu cng

ty Vietravel Hi Phng.

Phm vi nghin cu: Tp trung vo nghin cu vic xy dng v pht

t rin thng hiu ca cng ty Vietravel Hi Phng.


3

3. Phng php nghin cu:

nghin cu v ti Vn xy dng thng hiu ca cng ty TNHH

MTV v Tip th GTVT Vit Nam Vietravel chi nhnh Hi Phng em s

dng nhng phng php sau:

Thu thp v x l thng tin th cp;

Phng php phn tch tng hp;

Phng php so snh, i chiu;

Phng php kho st thc a.

4. B cc kha lun:

Chng 1: L lun chung v thng hiu.

Chng 2: Thc trng hot ng kinh doanh v vn thng hiu ca

cng ty TNHH 1 thnh vin du lch v tip th GTVT Vit Nam Vietravel chi

nhnh Hi Phng.

Chng 3: xut cho vic xy dng thng hiu ca cng ty TNHH 1

thnh vin du lch v tip th GTVT Vit Nam Vietravel chi nhnh Hi Phng.


4

CHNG I: L LUN CHUNG V THNG HIU

1.1: Khi nim v thng hiu:

1.1.1: Cc khi nim v thng hiu:

Ngy nay, thng hiu khng ch n thun l mt ci nhn gn ln mt

sn phm. Thng hiu thnh cng cn phi c mt linh hn ring to ra mt bn

sc ring bit trong tm tr khch hng. Ti sn thng hiu l v hnh nhng n

li v gi i vi mt cng ty. T cc t chc mi quy m cho n cc c nhn

u coi vic to dng thng hiu l mt trong nhng chin lc quan trng hng

u. Bi v thng hiu rt quan trng nn khng nhng cc quc gia, cc tp on

ln phi xy dng thng hiu m ngay c cc cng ty nh ngay t lc t khi bt

u hnh thnh cng khng th sao nhng vic xy dng thng hiu.Nh vy

chng ta c th thy c vai tr rt ln ca thng hiu trong thnh cng ca

doanh nghip. Nhng c th to dng mt thng hiu mnh th trc ht

chng ta phi hiu thng hiu l g?

Thng hiu l mt yu t rt quan trng to nn thnh cng ca doanh

nghip nhng hin nay c rt nhiu khi nim thng hiu c hiu rt khc

nhau mi nh nghin cu v t nhiu gc khc nhau.

T thng hiu (Brand) c ngun gc t ch Brandr theo ting Nauy c

c ngha l ng du st nung. Xut pht t thi xa xa, khi nhng ch tri

mun phn bit n cu ca mnh vi n cu khc, h dng con du ng

bng st nung ng ln tng con mt, thng qua khng nh gi tr hng ha

v quyn s hu ca mnh. Nh th, thng hiu xut hin t nhu cu to s khc

bit cho sn phm ca nh sn xut.

Ngy nay, theo cch hiu n gin th Thng l bun bn, Hiu l du

nhn bit v phn bit. Nh vy Thng hiu l du hiu c trng ca mt

doanh nghip c s dng nhn bit mt doanh nghip hoc mt sn phm ca

doanh nghip trn thng trng.

Theo trang hoanggia.com.vn th: Thng hiu l hnh nh, cm xc, thng

ip tc thi m mi ngi khi h ngh v mt cng ty hoc mt sn phm. [8]


5

Khi nim ny tng i n gin nhng n cng bao qut c gn ht nhng

yu t v thng hiu. Mc d vy n li khng chi tit c tng yu t.

Mt thng hiu c cu to bi hai phn:

Phn ch: l nhng yu t c th c c, tc ng vo thnh gic ca

ngi nghe nh tn cng ty, tn sn phm, cu khu hiu, on nhc ht c trng

v cc yu t pht m c khc.

Phn biu tng: l nhng yu t khng c c m ch c th cm nhn

c bng th gic nh hnh v, mu sc, kiu dng thit k, bao b v cc yu t

nhn bit khc. Thng hiu c th l bt k ci g c gn lin vi sn phm

hoc dch v nhm lm cho chng c nhn bit d dng v khc bit vi cc sn

phm cng loi. Vic u tin trong qu trnh to thng hiu l la chn thit k

cho sn phm hoc dch v mt tn gi, logo, biu tng, mu sc, kiu dng thit

k, bao b v cc yu t phn bit khc trn c s phn tch thuc tnh ca sn

phm, th hiu v hnh vi tiu dng ca khch hng mc tiu v cc yu t khc

nh php lut, vn ho, tn ngng. Chng ta c th gi cc thnh phn khc

nhau ca mt thng hiu l cc yu t thng hiu.

Ngoi ra cn mt vi quan im khc v thng hiu nh: Theo cc tc gi

ca cun gio trnh Marketing du lch: Thng hiu hng ho dng phn bit

hng ho dch v ca cc c s hng ho dch v khc nhau. Du hiu c th l

nhng t ng, hnh nh, s kt hp ca cc yu t c th hin bi nhiu mu

sc. [4;10]

Theo hip hi Marketing Hoa K: Thng hiu l mt ci tn, t ng, k

hiu, biu tng hoc hnh v kiu thit k, hoc tp hp ca cc yu t trn nhm

xc nh v phn bit hng ho hay dch v ca mt ngi bn hoc hoc mt

nhm ngi bn vi hng ho v dch v ca i th cnh tranh. [8] Nh vy,

thng hiu xc nhn ngi bn hay ngi ch to. Thng hiu cng chnh l li

cam kt ca ngi bn m bo cung cp cho ngi tiu dng nhng sn phm

mang c trng ca cng ty v c im, li ch v dch v.

T chc s hu tr tu th gii (WIPO) Thng hiu l mt du hiu (hu

hnh v v hnh) c bit nhn bit mt sn phm hng ho hay mt dch v no


6

c sn xut hay c cung cp bi mt c nhn hay mt t chc. [8] Do

vy, thng hiu dng gip khch hng phn bit c nhng hng ha hay

dch v ca cng ty vi nhng sn phm cng loi ca i th cnh tranh.

1.1.2: Mi quan h ca thng hiu vi sn phm v vi s thnh cng ca cc

doanh nghip:

Trc nhng nhu cu ht sc phong ph v a dng khc nhau ca th

trng, cc cng ty cn thit k v sn xut cc sn phm vi cc thuc tnh v c

im sao cho ph hp, p ng c ti a nhu cu ca mt nhm khch hng c

th. Do vy, thng hiu ng vai tr quan trng trong vic lm ni bt v khc

bit ho cc c tnh ca sn phm so vi cc i th cnh tranh. Thng hiu l

mt sn phm c b xung thm cc yu t khc phn bit n, theo mt cch no

, vi cc sn phm khc c thit k tho mn cng mt nhu cu. Thng

hiu chnh l s nh gi v cm nhn ca ngi tiu dng v cc thuc tnh ca

sn phm v biu hin ca cc thuc tnh c i din bi mt thng hiu v

cng ty gn vi thng hiu .

Mt s thng hiu to c li th cnh tranh bi c tnh ca sn phm.

Nhng cng ty ny khng ngng ci tin u t n nh vo nghin cu v pht

trin, sn xut ra nhng sn phm mi nhn, tin hnh cc chin dch marketing

quy m, bi bn. T sn phm ca cng ty nhanh chng c ngi tiu dng

chp nhn trn th trng. Mt s thng hiu li to ra li th cnh tranh thng

qua cc cch phi sn phm. Bng cch h to ra nhng hnh nh thch hp v li

cun xung quanh sn phm ca mnh. Nhng s lin kt v hnh ny l cch

phn bit cc thng hiu khc nhau trong cng mt loi sn phm.

to ra mt thng hiu thnh cng i hi phi kt hp ton b nhng

yu t a dng vi nhau mt cch nht qun: sn phm hoc dch v phi cht

lng cao v ph hp vi nhu cu ca ngi tiu dng, tn nhn hiu phi li cun

v ph hp vi nhn thc ca ngi tiu dng v sn phm, bao b, khuyn mi,

gi c, v tng t tt c cc yu t khc cng phi ph hp, li cun v khc bit.


7

Bng vic to ra nhng khc bit r nt gia cc sn phm thng qua thng

hiu, duy tr v pht trin lng trung thnh ca khch hng i vi thng hiu,

cc cng ty to ra gi tr. Nhng gi tr ny c th chuyn thnh li nhun ti chnh

cho cng ty. Thc t ti sn ng gi nht ca cng ty khng phi l ti sn hu

hnh m l cc ti sn v hnh nh k nng qun l, chuyn mn v ti chnh v

iu hnh v quan trng hn c l thng hiu. Theo nh nhng phn tch ca

Brand Finance v xu hng gia tng gi tr v hnh ca cc cng ty trong vong 20

nm th hin nay 62% gi tr kinh doanh ca th gii gi y l ti sn v hnh,

tng ng vi 19,5 t la trong tng s 31,6 t la gi tr th trng th gii

Bng 1: T l gi tr v hnh trong c cu ti sn ca doanh nghip 12 quc gia

STT Tn nc

Gi tr ti sn v hnh nn kinh t cc nc

Gi tr ti sn v hnh

(t la)

%gi tr

doanh nghip

( %)

1

2

3

4

5

6

7

8

9

10

11

12

n

Thu S

Php

c

M

Canada

Anh

Ty Ban Nha

Italy

Nam Phi

Brazil

Singapore

251

463

1.213

461

9.201

795

2.010

506

507

217

158

92

76

74

73

72

71

68

66

60

59

60

47

45

Tng 19.500 62

(Ngun: Brand Finance 2007 trch t cun : Bong bng thng hiu)


8

1.1.3: Tm quan trng ca thng hiu:

1.1.3.1: i vi khch hng:

Vi ng-i tiu dng, th-ng hiu xc nh ngun gc ca sn phm hoc

nh sn xut ca mt sn phm v gip khch hng xc nh nh sn xut c th

hoc nh phn phi no phi chu trch nhim. Th-ng hiu c ngha c bit i

vi khch hng, nh kinh nghim i vi mt sn phm v ch-ng trnh tip th ca

sn phm qua nhiu nm, khch hng bit n cc th-ng hiu, h tm ra

th-ng hiu no tho mn nhu cu ca mnh cn cc th-ng hiu khc th khng.

Kt qu l, cc th-ng hiu l mt cng c nhanh chng hoc l cch n gin ho

i vi quyt nh mua sn phm ca khch hng. Khi khch hng nhn ra mt

th-ng hiu v c kin thc nht nh v th-ng hiu , h khng phi suy ngh

nhiu hoc tm kim, x l nhiu thng tin -a ra quyt nh v tiu dng sn

phm. Nh- vy v kha cnh kinh t, th-ng hiu cho php khch hng gim bt

chi ph tm kim sn phm c bn trong (h phi suy ngh mt bao nhiu) v bn

ngoi (h phi tm kim mt bao nhiu). Da vo nhng g h bit v th-ng

hiu, cht lng, c tnh ca sn phm khch hng hnh thnh nhng gi nh

v k vng c c s v nhng g m h cn ch-a bit v th-ng hiu. Mi quan h

gia th-ng hiu vi khch hng c th -c xem nh- l mt kiu cam kt hay

giao ko. Khch hng t nim tin v s trung thnh ca mnh vo th-ng hiu v

ngm hiu rng, bng cch no th-ng hiu s p li v mang li li ch cho h

thng qua tnh nng hp l ca sn phm, gi c ph hp, cc ch-ng trnh tip th,

khuyn mi v cc h tr khc. Nu khch hng nhn thy nhng -u im v li

ch t vic mua th-ng hiu cng nh- h cm thy tho mn khi tiu th sn phm

th khch hng c th tip tc mua th-ng hiu . Th-ng hiu cn gi mt vai tr

c bit quan trng trong vic bo hiu nhng c im v thuc tnh ca sn phm

ti ng-i tiu dng. Cc nh nghin cu phn loi cc sn phm v cc thuc

tnh hoc li ch kt hp ca chng thnh ba loi chnh: Hng ho tm kim, hng

ho kinh nghim v hng ho tin t-ng. Vi hng ho tm kim, cc thuc tnh ca

sn phm c th -c nh gi qua s kim tra bng mt (V d: S cng cp, kch

c, mu sc, kiu dng, trng l-ng v cc thnh phn cu to ca mt sn phm).


9

Vi hng ho kinh nghim, cc thuc tnh ca sn phm cc thuc tnh ca sn

phm khng th d dng nh gi bng vic kim tra m vic th sn phm tht v

kinh nghim l cn thit (V d: vi bn, cht l-ng dch v, an ton, d dng

x l hoc s dng). Vi hng ho tin t-ng, cc thuc tnh ca sn phm rt kh

c th bit -c (v d: chi tr bo him). Do vic nh gi, gii thch cc thuc

tnh v li ch ca sn phm l hng ho kinh nghim v hng ho tin t-ng rt kh

nn cc th-ng hiu c th l du hiu c bit quan trng v cht l-ng v cc c

im khc ng-i tiu dng kiu sn phm nhn bit d dng hn. Th-ng

hiu c th lm gim ri ro khi quyt nh mua v tiu dng mt sn phm, c

nhiu kiu ri ro m khch hng c th gp phi nh-: sn phm khng -c nh-

mong mun, sn phm e do sc kho hoc th lc ca ng-i s dng v nhng

ng-i khc, sn phm khng t-ng xng vi gi c tr, sn phm nh h-ng n

sc kho, tinh thn ca ng-i s dng, sn phm khng nh- mong mun dn n

mt chi ph c hi tm sn phm khc. Mc d c nhng cch khc nhau x

l ri ro ny nhng c mt cch m khch hng chc chn s chn, l ch mua

nhng th-ng hiu ni ting, nht l nhng th-ng hiu m h c kinh nghim

tt trong qu kh. V vy th-ng hiu c th l mt cng c x l ri ro rt quan

trng. Tm li, vi khch hng, ngha c bit ca th-ng hiu l c th lm thay

i nhn thc v kinh nghim ca h v sn phm. Cc sn phm ging ht nhau

c th -c khch hng nh gi khc nhau ty thuc vo s khc bit v uy tn

ca th-ng hiu hoc cc thuc tnh ca sn phm. Vi ng-i tiu dng, th-ng

hiu lm cho sinh hot hng ngy cng nh- cuc sng ca h tr ln phong ph v

thun tin.

1.1.3.2: i vi nh sn xut:

i vi cc cng ty, th-ng hiu p ng mc ch nhn din n gin

ho vic x l sn phm hoc truy tm ngun gc sn phm cho cng ty. V mt

hot ng, th-ng hiu gip t chc kim k, tnh ton v thc hin cc ghi chp

khc. Th-ng hiu cho php cng ty bo v hp php nhng c im v hnh thc

c tr-ng, ring c ca sn phm. Th-ng hiu c th -c bo h c quyn s

hu tr tu, em li t- cch hp php cho ng-i s hu th-ng hiu. Tn gi sn

phm hoc dch v c th -c bo h thng qua vic ng k nhn hiu hng ho.


10

Cc quy trnh sn xut c th -c bo v thng qua bng sng ch, gii php hu

ch. Bao b, kiu dng thit k c th -c bo v thng qua kiu dng cng nghip

hoc cc bn quyn cho cu ht, on nhc. Cc quyn s hu tr tu ny m bo

rng cng ty c th u t- mt cch an ton cho th-ng hiu v thu li nhun t

mt ti sn ng gi. Nhng u t- cho th-ng hiu c th mang li cho sn phm

nhng c im v thuc tnh ring c nhm phn bit n vi nhng sn phm

khc. Th-ng hiu c th cam kt mt tiu chun hay ng cp cht l-ng ca mt

sn phm v p ng mong mun ca khch hng, gip h tm kim, la chn sn

phm mt cch d dng, thun tin. Lng trung thnh vi th-ng hiu ca khch

hng cho php cng ty d bo v kim sot th tr-ng. Hn na, n to nn mt ro

cn, gy kh khn cho cc cng ty mun xm nhp th tr-ng. Mc d cc quy

trnh sn xut v thit k sn phm c th d dng b sao chp li, nh-ng n t-ng

n su vo trong u ng-i tiu dng qua nhiu nm v sn phm th khng d

dng sao chp li nh- vy. V kha cnh ny, th-ng hiu c th -c coi nh- mt

cch thc hu hiu m bo li th cnh tranh. i vi cc cng ty, th-ng hiu

-c coi nh- mt ti sn c gi tr rt ln bi n c kh nng tc ng n thi

v hnh vi ca ng-i tiu dng.

1.1.4: Vai tr ca thng hiu vi cc lnh vc trong cuc sng:

Thng hiu c s dng to nn s khc bit, mi quan h, s ch ,

nim tin ca khch hng i vi sn phm, t hng ho vt cht, dch v, thm ch

c con ngi, t chc, a danh.

- Vi hng ho vt cht: y l lnh vc rt c ch trong vic to dng

thng hiu, bi khch hng c th kim tra, nh gi v chn la c sn phm.

Ngy nay, cc cng ty bn sn phm cng nghip hay cc sn phm tiu dng nhn

thy li ch ca vic pht trin thng hiu mnh. Trong thc t, nhng sn phm

c nhn c thng hiu bn chy hn cc sn phm ch mang mt nhn hiu ring

bnh thng v cc dng sn phm cng loi.Theo mt nghin cu ca AC

Nielsen, mt trong nhng cng ty nghin cu v marketing ln nht th gii nm

1999, trong cc siu th th sn phm hang ho nhn hiu ring bnh thng ch

chim 14% doanh s bn hng .


11

- i vi dch v: y l lnh vc m sn phm khng phi hu hnh m l v

hnh. Khch hang khng th kim tra nh gi hay chn la sn phm ngay lc

quyt nh c mua sn phm khng m khch hng ch c th nh gi v cm

nhn v sn phm sau khi tiu dng sn phm. Do vy khi quyt nh tiu dng

dch v no khch hng s phi suy ngh v nhng nh gi rt kht khe i vi

dch v . Do , thng hiu c vai tr c bit quan trng i vi cc cng ty

dch v khi cp ti cc vn mang tnh v hnh v tnh bin i v n c th

lm cho bn cht tru tng ca dch v tr nn c th hn, n bo hiu cho khch

hng bit cng ty thit k mt dch v ring bit v xng ng vi khch hng.

- i vi nh bn l v nh phn phi: Thng hiu c th to ra mi qua

tm, s thng xuyn mua hng, nim tin v lng trung thnh ca ngi tiu dng

vi mt ca hng thng qua cc thng hiu m h tin tng c by bn ca

hng. Ngi bn l c th t to ra cho mnh hnh nh ring bng cch to ra

nhng c im duy nht v ring c cho thi phc v ca mnh nh: cch xp

xp, phn loi, bi tr ca hng, gi c, phong cch phc v. Sc li cun v hp

dn ca thng hiu c th cho php tng s lng bn v li nhun ln hn.

Ngi bn l c th gii thiu thng hiu ring ca h bng cch dng tn ca

hng ca h, bng cch t tn mi, hoc i khi l kt hp c hai cch trn.

- Con ngi v t chc: Theo nh cu ni ca Damien Hirst: Ti khng phi

l mt ngh s, ti l mt thng hiu. Con ngi hay t chc cng c nhn

nhn nh l thng hiu. Cho n mt mc no , tt c chng ta u phi n

lc thit lp cho mnh mt hnh nh, mt tnh cch thng hiu cho ring mnh;

hay ni cch khc th chng ta phi thit k to ra mt n tng tt vi mi

ngi xung quanh. Chng ta phi t thng hiu ha chnh mnh trong nhng bn

l lch tuyn dng nh Tom Peters, tc gi cun sch The Brand You: Nu ti

thu anh, ti s xem anh lm g tr nn ni bt. Thng hiu c nhn khng

phi t qung co m l tp hp cc k hoch anh em ra t qung co cho

mnh. Trong thc t c nhng c nhn nhng ngi thc hin vic t

thng hiu ho mnh v h xy dng, khai thc s ni ting ca mnh to

ra nhng ngnh cng nghip bit i ng, bit ht th c gi tr hng triu la.


12

- Th thao, ngh thut v gii tr:Ngy nay, con ngi khng ch n gin

mun c n, c mc, c tm ra m h cn mun c gii tr, c

thng thc ngh thut hay ho mnh vo khng kh th thao.V th m cc thng

hiu th thao ngh thut v gii tr ang ngy cng pht trin v ln mnh. Vic to

dng thng hiu cho con ngi hay t chc trong ngnh th thao, ngh thut v

gii tr tr nn cn thit v ph bin. Trong nhng nm gn y tip th th thao

tr nn tinh vi hn. Bng vic xy dng nhn thc, hnh nh v lng trung thnh

t pha khn gi, nhng ngi c quyn khai thc th thao c th t c ch

tiu doanh s bn v v truyn hnh. c bit, cc biu tng logo thng hiu

tr thnh mt ngi ng gp ti chnh quan trng cho th thao chuyn nghip

thng qua cc hp ng s dng bn quyn.

- Vi a l, a danh: V tr a l hay a danh cng c th xem nh mt

thng hiu. Sc mnh ca thng hiu l lm cho con ngi nhn bit v a

danh ri ni vi nhng mong mun v k vng ca mnh. Vic to dng nn

thng hiu cho mt vng min no cng s gip pht trin kinh t vn ha c

bit l du lch ca vng .

1.1.5: Chc nng ca thng hiu:

Trn thc t, vic to ra mt du hiu bn ngoi cho sn phm v dch v ch

l b ni trong vic to dng mt thng hiu. Thng hiu bn thn n c ngha

nhiu hn ci tn ca mnh v c to nn t tt c cc ngun lc ca cng ty. D

cng ty theo ui cc chin lc hoc chnh sch thng hiu no i na th

thng hiu cng phi thc hin cc chc nng c bn sau y:

- Phn on th trng: Thng hiu ng mt vai tr tch cc trong chin

lc phn on th trng, y l cng vic u tin ca qu trnh xy dng

thng hiu v n cho bit thng hiu mun gi gm g qua sn phm v dch v.

Cc cng ty a ra mt t hp nhng thuc tnh l tng v cc th mnh, li ch

v c trng ca sn phm hoc dch v sao cho chng ph hp vi nhu cu ca

tng nhm khch hng c th, do cng ty s phi to ra nhng du hiu v s


13

khc bit nht nh trn sn phm ca mnh thu ht s ch ca nhng khch

hng tim nng.

- To nn s khc bit trong sut qu trnh pht trin ca sn phm: Cc

thng hiu c bit n khi sn phm c sn xut v a ra th trng.

Thng hiu ng vai tr nh mt tm l chn, bo h cho s i mi di dng

bo h s hu tr tu, biu hin cho s nng ng, sng to, khng ngng i mi.

- a sn phm khc su vo trong tm tr khch hng: Mt chuyn gia trong

lnh vc kinh doanh tng nhn xt tm l ngi tiu dng thng b li ko

bi nhng thng hiu nh hnh v a chung. Trn thc t, sn phm hng

ho, dch v tuy rt a dng v c nhiu doanh nghip cng cung cp nhng mi

loi u c nhng tn tui ln i din cho n, mi khi a ra quyt nh mua mt

loi hng ho, dch v mi no khch hng thng la chn nhng tn hiu,

hng ln ni ting sn c thay v nhng hng km tn tui.

- Thng hiu khi n vi khch hng thng khc ha hnh nh ca sn

phm, dch v hay ca doanh nghip trong tim thc tnh cm ca khch hng. Khi

nhc tn thng hiu, khch hng c th ngh ngay n nhng c trng li ch ca

sn phm dch v, thm ch c nn vn ho ca doanh nghip.

- Chnh v th, vic nhn bit mt thng hiu s to nn nh hng nhn

thc rt ln i vi khch hng. Gip cho doanh nghip cng c, duy tr c lng

trung thnh ca mt lng ln khch hng truyn thng, thu ht thm nhiu khch

hng mi, khch hng tim nng.

- To nn nh hng v ngha cho sn phm: Thng hiu cha ng

trong n nhng thng tin v sn phm, dch v. Mt thng hiu ln phi truyn

ti c ni dung, phng hng chin lc, nhng cam kt v to c mi danh

ting trn th trng.

- L mt cam kt gia nh sn xut vi khch hng: Trong nhng nm gn

y, khch hng khi mua bt c mt sn phm, dch v no h khng nhng tr

tin cho gi tr sn phm dch v m cn tr tin cho s hi lng ca mnh khi mua

c mt sn phm dch v c thng hiu ln. Bi trong tm l ca khch hng

mt thng hiu ln chnh l biu tng ca cht lng. Vi h nhng chng


14

trnh qung b thng hiu chnh l li cam kt ca doanh nghip khi a sn

phm dch v ca mnh cung ng trn th trng. Nu doanh nghip thc hin

ng nh nhng g cam kt v em n cho khch hng s tho mn khi tiu

dng th chc chn thng hiu s nhn c nhng cm nhn tt p t pha

khch hng.

1.1.6: Vn cn ch trng khi pht trin thng hiu:

Mt thng hiu mnh gip cho cng ty c c ch ng trong tm tr

khch hng t tng c li nhun v gi tr ca cng ty. Trong qu trnh xy

dng thng hiu cng ty phi a ra c nhng c im khc bit ni bt ca

nhng sn phm dch v ca cng ty so vi i th cnh tranh. Do khi pht

trin thng hiu chng ta cn phi ch ti nhng vn sau:

- Ch ti nhu cu v k vng ca khch hng tim nng, y chnh l

mc ch nghin cu th trng.

- Kt hp cht ch gia tin b k thut v cng ngh to ra chnh lch

chi ph dch v v li th kinh doanh

- m bo sn lng v s nht qun ca cht lng sn phm hoc dch v

- Kim sot c khi lng v cht lng trong cung cp sn phm, dch v

- m bo vic giao hng ti cc cng ty trung gian v cc nh phn

phi trn c s tun th cht ch thi hn giao hng, cc iu kin, v mu m

theo yu cu.

- To hnh nh, phng hng v qung b ngha ca thng hiu ti

tng i tng khch hng mc tiu t c c nhng k hoch ngn sch

cho qung co

1.1.7: c tnh ca thng hiu:

c tnh thng hiu (brand identity) th hin nhng nh hng, mc ch

v ngha ca thng hiu . N chnh l tri tim v linh hn ca thng

hiu. Xc nh c tnh thng hiu l trng tm ca chin lc pht trin thng

hiu. c tnh ca thng hiu l mt tp hp duy nht lin kt thuc tnh m cc

nh chin lc thng hiu mong mun to ra v duy tr. Nhng s lin kt ny s


15

phn nh ci m thng hiu hng ti v l s cam kt ca nh sn xut i vi

khch hng. C th ni y l nhng c im nhn dng, gip chng ta phn bit

cc thng hiu khc nhau. c tnh ca thng hiu c th gp phn quan trng

trong vic thit lp mi quan h gia thng hiu v khch hng bng cch thng

hiu cam kt mang n cho khch hng nhng li ch c th l li ch vt cht, li

ch tinh thn v l cng c khch hng th hin gi tr bn thn.

Bn kha cnh to nn c tnh thng hiu:

Thng hiu nh mt sn phm;

Thng hiu nh mt t chc;

Thng hiu nh mt con ngi_c tnh thng hiu;

Thng hiu nh mt biu tng.

Mi quan h gia c tnh thng hiu v hnh nh thng hiu: Khi ni n

hnh nh thng hiu, ngha l chng ta xt t pha ngi nhn thng ip, tc l

khch hng. Hnh nh l kt qu ca mt s tng tng v hnh dung ca mt

nhm cng chng no v mt sn phm, mt thng hiu, mt cng ty hay mt

quc giaHnh nh thng hiu cho ta bit cch thc cng chng gii m cc du

hiu thng hiu thng qua cc sn phm, dch v v cc thng hiu truyn

thng, qung co n. Ngc li, c tnh ca thng hiu li xt t pha ngi gi

thng ip, pha cng ty. Nhim v ca ngi gi thng ip l phi c th ho

ngha, nh hng v mc ch ca thng hiu v phi lm cho ngi c c th

gii m c thng ip m cng ty mun truyn ti. Do vy, hnh nh ca thng

hiu l kt qu ca vic gii m thng ip nhn uc. T gc qun tr thng

hiu, c tnh thng hiu phi c xc nh trc v thng qua truyn thng to

nn hnh nh thng hiu. c tnh thng hiu phi tri qua mt thi gian nht

nh mi c th tr nn ngha v c mt v tr nht nh trong tm tr khch hng.

1.2: Cc bc xy dng thng hiu:

1.2.1: Khi nim v xy dng thng hiu:

Xy dng thng hiu ngy nay tr thnh mt yu t quan trng nht

thnh cng trong kinh doanh. D rng cng vic kinh doanh ca chng ta l sn


16

xut hng ho hay dch v; chng ta ang lm vic cho mt tp on ln hay n

gin l iu hnh mt cng ty nh, th thng hiu lun l yu t u tin chi phi

s thnh cng hay tht bi ca cng ty. Chnh v th m thnh cng trong xy dng

thng hiu chnh l thnh cng trong kinh doanh. V mc tiu chnh ca xy dng

chnh l lm cho sn phm hay mt cng ty tr nn khc bit c o so vi nhng sn

phm khc v i th cnh tranh. Xy dng thng hiu l qu trnh la chn v kt

hp cc thuc tnh hu hnh cng nh v hnh vi mc ch khc bit ho sn phm,

dch v hoc tp on mt cch thc th v, c ngha v hp dn.

1.2.2: Cc bc xy dng thng hiu:

1.2.2.1: Xc nh cu trc nn mng thng hiu:

y l bc quan trng nht bi v cng nh mt ngi nh nu nh nn

mng ca ngi nh khng c xy dng vng chc th n c th ph hu c ngi

nh m chng ta va mi xy xong. Do xy dng thng hiu cng nh xy

nh v nu xy dng sai lm nn mng th kh c th iu chnh sau ny thm ch

n s c th ph hu thng hiu ca chng ta. Cc yu t c bn xy dng nn

mng thng hiu bao gm:

- Cc nhn bit c bn ca thng hiu (Brand Attributes): logo, mu sc, c

im nhn dng gip thng hiu khc bit vi thng hiu khc. V nh biu

tng ca ngn hng Tomato Nht Bn ly vic to hnh bng qu c chua trn

trnh, vng chc t r tnh chn thc v thn mt ca ngn hng ny. Do vy,

khi thit k cc yu t cho thng hiu chng ta cn ch ti cc tiu ch sau:

Tnh d nh

C ngha

D chuyn i

D thch nghi

Kh nng bo v

- Tn thng hiu s to nn hnh nh v cm gic thu ht khch hng. Mt

vi ci tn c ngha miu t c trng ca sn phm rt cao nhng c nhng ci

tn li miu t li ch ca sn phm . Do tn thng hiu l trung tm ca


17

lc hp dn, xung quanh trung tm l cc yu t khc. Qua thi gian tn thng

hiu thc s xy dng c c tnh ring ca mnh thc y qu trnh giao tip vi

khch hng. Tuy nhin, chng ta khng nn cho thng hiu b khi qut ho

bi iu ny s lm yu i s khng nh ca ch s hu nhn hiu thng mi khi

tn thng hiu c dng ch mt vt xc nh.

- Cu khu hiu (slogan): Khi thit k cu khu hiu th cng ty phi lm sao

cho n c th cng c c tn thng hiu; gii thiu c v sn phm; gi m

v thc y ng c mua sm hay cng c v tr v nh v thng hiu. Cu khu

hiu nn c thit k v cp nhp thng xuyn cho thch hp vi tng thi k v

mc ch qung co

- Cc li ch thng hiu (Brand Benefits): l li ch thc, tnh li ch cm

tnh v li ch cm xc ca thng hiu mang li cho ngi tiu dng.

- Nim tin thng hiu (Brand Beliefs) tc l phi to ra mt nim tin ca

ngi tiu dng vi sn phm, chng t rng thng hiu s mang li li ch

cho ngi tiu dng

- Tnh cch thng hiu (Brand Personlization) : Lc ny ta nhn cch ho

thng hiu, bin thng hiu thnh con ngi c cm xc, c tnh cch v chng

ta mong mun to ra con ngi ny nh th no?

- Tnh cht thng hiu ( Brand Essence) tm tt yu t to ra s khc bit v

c trng, n thng c s dng nh cu slogan ca thng hiu.

1.2.2.2: nh v thng hiu:

nh v thng hiu l khc su hnh nh ca thng hiu trong tm tr

khch hng v to ra s khc bit so vi i th cnh tranh. Bi v ngy nay vi s

pht trin ca cng ngh thng tin th hng ngy khch hng phi tip nhn qu

nhiu thng tin qung co v sn phm do h khng th nh c ht cc thng

tin . Chnh v th m chng ta phi tin hnh nh v c th thu ht c s

ch ca khch hng. nh v hnh nh thng hiu, doanh nghip cn xc nh

tm nhn thng hiu v gi tr ct li ca thng hiu t iu chnh v nh

hng cng tc pht trin thng hiu. C nhiu cch nh v thng hiu khc


18

nhau ph hp vi c th chng loi ca sn phm dch v v c im th trng

cng nh s la chn ca doanh nghip. nh v theo gi tr l cch nh v c

p dng ph bin nht tt c cc doanh nghip nhm to ra s khc bit gia sn

phm dch v ca doanh nghip v i th cnh tranh, ph hp vi tng phn on

th trng. C th la chn dng nh v nh:

- Cht lng cao nhng gi c tng ln cng nhiu. Vi dng nh v ny cn

to ra s hp dn v ni tri r rt ca cht lng thy c nhm thu ht v

phc v khch hng c thu nhp cao.

- Cht lng tng ln nhng gi c li gi nguyn l dng nh v hin ang

c nhiu doanh nghip p dng. Dng nh v ny thng lm gim i doanh thu

ca doanh nghip, nhng b li n s thu ht c nhiu hn lng khch hng v

trong tng lai s b p c s suy gim ca doanh s v li nhun.

- Cht lng gi nguyn nhng gi c li r. nh v theo cch ny i hi

doanh nghip phi t chc li qu trnh sn xut v cung ng hng ho dch v sao

cho tit kim nht c c hi gim gi bn.

- Cht lng gim i (gim bt tnh nng ca hng ho) nhng gi c li gim

i rt nhiu. Dng nh v ny thch hp vi nhng sn phm dch v tiu dng

thng thng v vi nhng tp khch c thu nhp thp. Cht lng nng cao

nhng gi li gim i. y l dng nh v rt kh c th thc hin i vi hu ht

cc doanh nghip tai Vit Nam.

nh v theo i th cnh tranh. nh v theo cch ny, doanh nghip cn

phi tm hiu tht k v i th, tm ra nhng l hng ca i th v ca th trng

nh v cho sn phm dch v ca doanh nghip. Bn cnh th mnh ca i th

bao gi cng tn ti nhng nhc im v y chnh l c hi cho sn phm dch

v ca doanh nghip d dng c chp nhn.

Bn cnh doanh nghip cn c th nh v sn phm dch v ca mnh

theo nhiu cch khc nhau nh: nh v da vo nhn vt ni ting, nh v theo ch

dn a l, nh v theo cng dng v li ch ca hng ho dch v, nh v theo

thuc tnh ca hng ho


19

1.2.2.3: Xy dng chin lc thng hiu:

y l bc tip theo trong qu trnh xy dng thng hiu; sau bc

nh v thng hiu chng ta phi xy dng chin lc thng hiu trong di

hn bao gm:

- Mc tiu thng hiu trong tng nm

- Mc chi tiu cho khuch trng thng hiu trong tng nm

- K hoch tung sn phm mi theo tng nm

- K hoch iu tra nghin cu th trng

- .

Mt cng ty c bn cch la chn trong vic xy dng chin lc thng hiu:

Cch 1: M rng dng sn phm: Vic m rng dng sn phm xy ra khi

cc cng ty a mt hng b sung vo trong cng chng loi sn phm di cng

tn thng hiu nh mt hng c cc hng v mi, hnh thc mi, mu sc mi

Cch 2: M rng thng hiu : Mt cng ty c th quyt nh s dng mt

tn thng hiu hin c tung ra mt sn phm thuc chng loi mi. Chin lc

ny s lm cho mt sn phm mi mang tn mt thng hiu ni ting d c

tha nhn v sm c ngi tiu dng cng nhn. ng thi, n cng lm cho

cng ty tham gia vo cc sn phm mi mt cch d dng hn. Gip tit kim

c chi ph qung co cho sn phm mi. Tuy nhin, chin lc ny cng s gy

bt li cho thng hiu nu nh sn phm mi lm ngi tiu dng tht vng hay

tn thng hiu khng thch hp vi sn phm. V nu m rng qu mc s lm

cho thng hiu b mt i v tr c bit trong tm tr khch hng. Do vy khi s

dng chin lc ny cc cng ty cn phi ht sc cn trng

Cch 3: a thng hiu: Khi cng ty mun thit lp cc tnh cch khc nhau

hay khu gi cc ng c mua hng khc nhau. Hoc cng ty tha k cc thng

hiu khc nhau khi tha k khi mua t cc cng ty ca i th cnh tranh v mi

thng hiu c mt i tng khch hng ring.

Cch 4: Cc thng hiu mi: Khi cng ty tung ra th trng cc chng loi

mi, cng ty c th thy trong s cc tn thng hiu hin hnh khng c loi no

thch hp vi sn phm mi nn cng ty s sng to ra tn thng hiu mi . Hoc


20

cng ty nhn thy rng sc mnh ca tn thng hiu hin c ca mnh ang suy

yu v cn phi c tn thng hiu mi.

1.2.2.4: Xy dng chin dch truyn thng:

Sau khi ng chin lc v thng hiu, ngi qun l thng hiu da

trn ngn sch ca nm th nht ln k hoch truyn thng cho nhng nm tip

theo.K hoch bao gm: s tin chi cho tng thng l nh th no?, qung co

thng ip no? Theo knh no?... Sau y l cc bc xy dng mt k hoch

truyn thng:

a. Tip cn cc c hi truyn thng marketing: y l cng vic u tin

nhng ht sc quan trng. Cng ty phi nghin cu tm ra nhu cu mong mun

ca khch hng mc tiu ca cng ty, tm hiu nhng yu t no tc ng ti vic

quyt nh mua hng ca h v mc nh hng nh th no.

b. Xc nh knh thng tin nn s dng: Khi hon tt vic nghin cu th cng

ty s cn c vo kt qu la chn knh thng tin ph hp v hiu qu nht cho

chin dch truyn thng qung b ca cng ty. C rt nhiu knh thng tin m cng

ty c th s dng nh: Qung co, P&R.Cng ty s cn c v nhng iu tra

trn cng vi mc tiu v ngn sch cho chin dch c th la chn cho mnh

mt knh thng tin ph hp nht.

c. Xc nh mc tiu cn t c: Cng ty phi xc nh c mc tiu m

cng ty cn hng ti sau mi chin dch. V d nh lng khch hng, doanh thu

s tng ln bao nhiu % sau mi chin dch truyn thng ?

d. Xc nh chin lc truyn thng phc hp Promotion Mix: Cn c v tim

lc ca cng ty trong vic s dng cc yu t ca promotion mix l khuyn mi

doanh s, qung co, quan h cng chng v bn hng c nhn. Cng ty cn c vo

tng i tng khch hng, thi im v tim lc ca cng ty t s dng

mt chin lc truyn thng ph hp t to ra c nhng nhn thc bn trong

ngi tiu dng c c mt chin dch truyn thng thnh cng.

e. Pht trin thng ip: c c mt chin dch truyn thng thnh cng

th thng ip m chng ta mun truyn ti n cho khch hng l mt yu t


21

khng th thiu. Phi nghin cu, la chn v a ra c mt thng ip tht s

hp dn ph hp vi vn ha v c im ca th trng khch hng mc tiu m

chng ta hng ti.

f. Pht trin ngn sch: y l mt yu t cc k quan trng. Chng ta cn

phi xc nh c tng ngn sch m chng ta danh cho chin dch ny l bao

nhiu? Phn b nh th no? Cng vic ny rt quan trng v n s quyt nh ti

tng cho chin dch, knh thng tin m chng ta s dng, phm vi v khng gian

v thi gian ca chin dch truyn thng.

g. c lng hiu qu chng trnh:Tt c nhng bc trn c th tr nn v

ngha, tin ca chng ta c th b mt i nu nh chng ta khng th c lng

c hiu qu chng trnh. Tt c mi th cn phi xy dng trn vn bn r rng

khng th ch c ni xung. Phi o lng hiu qu ca nhng th m chng ta

b ra c th qun l v iu chnh cho ph hp

1.2.2.5: o lng v hiu chnh k hoch truyn thng:

Sau mi giai on truyn thng, cn c s o lng hiu qu ca chin dch

truyn thng c s iu chnh kp thi.

Cc thng tin m chng ta phi thu thp bao gm:

- Khch hng nh c nhng yu t no ca thng hiu ?

- Khch hng c mi lin h/nhn xt v thng hiu nh th no?

- C bao nhiu % ngi dng th thng hiu ?

- C bao nhiu % ngi tip tc dng sau ln dng th?

- C bao nhiu % ngi gii thiu cho ngi khc v thng hiu?

T nhng thng tin m chng ta thu thp c chng ta s bit c s

thnh cng hay tht bi ca thng hiu ca chng ta; nhng iu chnh cho thi

gian ti. T , chng ta s bit trong thi gian ti chng ta s pht trin thng

hiu ca chng ta theo hng nh th no?


22

1.2.3: Nhng nguyn tc khi xy dng thng hiu:

Trong cuc sng mi s vt hin tng u c quy tc ring ca n v xy

dng thng hiu cng khng phi l ngoi l. Sau y l 10 nguyn tc trong xy

dng thng hiu:

Nguyn tc 1: Nhn thc l s tht: Xy dng thng hiu din ra trong tm

tr khch hng ch khng phi trong th gii thc. V iu g ng trong tm tr

khch hng th s l chn l. Chnh v th m xy dng thng hiu l mt cuc

chin tm ra nh kinh doanh no c th to ra nhn thc ca ngi tiu dng v

sn phm ca cng ty tt hn, ch khng phi l cuc chin xem ai sn xut ra

sn phm tt hn.

Nguyn tc 2: Vn may dnh cho ngi dn u: Lm ngi dn u tt

hn l ngi vt tri hn. L ngi dn u cha m bo thnh cng, nhng

li rt quan trng v iu cho bn c s thit lp thng hiu trong tm tr

khch hng trc khi nhng i th khc gy rc ri khi h ph trng tn tui.

Nu khng khai thc c s ny bn s nh mt li th ca ngi ng u.

Nguyn tc 3: Sng to ra mt lnh vc mi: Nu khng phi l mt nhn

hiu u tin trin th trng th chng vn c c hi xut hin trc trong tm tr

khch hng nu chng ta c th sng to ra mt lnh vc mi v tch cc pht trin

n. Mt khi lnh vc mi ny pht trin th thng hiu ca chng ta cng s pht

trin theo v v chng ta l ngi sng to v pht trin loi hnh mi ny nn

chng ta s c xem l thng hiu hng u.

Nguyn tc 4: Tp trung: Mt khi chng ta tp trung th ta c th l cho

thng hiu ca mnh mnh nht c th v gn lin vi mt iu g trong tm tr

khch hng. Mt thng hiu tp trung l thng hiu c iu ph bi cc cch

nh gi l s 1trong kha cnh no . Thng hiu sn sng t b 9 trong 10

iu c th thc hin, tr thnh tt nht trong mt yu t ring bit. Tuy nhin,

nhng thng hiu tp trung c xu hng em li li nhun trong di hn hn l so

vi nhng thng hiu a chng loi.

Nguyn tc 5: Khc bit ho hoc gi r: Khng th xy dng mt thng

hiu mnh m khng c khc bit ho. Nu khch hng ca chng ta khng th


23

nhn thc mt s khc bit no gia chng ta v i th cnh tranh, h s mua sn

phm ca bt k ai c gi r hn, v c th khng phi l sn phm ca cng ty

chng ta. Nu khng khc bit ho, chng ta c th cnh tranh bng gi c tuy

nhin s rt kh duy tr li th v gi c trong di hn.

Nguyn tc 6: Dng quan h cng chng (PR) xy dng thng hiu,

dng qung co duy tr n: Qung co l nhng g bn t ni v mnh, v d

nhin l bn s ni nhng g tt p. Do qung co thiu tnh tin cy. Quan h

cng ng l nhng g m truyn thng i chng ni v chng ta, v v truyn

thng l bn th ba nn nhng g h ni c v nh tht hn. PR c tin cy m

qung co thiu st, nhng qung co li rt cn duy tr thng hiu sau khi n

c thit lp.

Nguyn tc 7: Tm mt ci tn hay: Vic kinh doanh s kh khn khi sn

phm ca bn khng gn lin vi mt thng hiu mang n tng kh qun. Vi

cc tn xu th cuc chi ca bn thua mt na, v vy bn cn n lc chc

chn rng mnh c mt thng hiu c o, n gin v d nh.Hn na, trong

di hn th thng hiu ca bn s chng l g vt tri hn danh ting, bi v

nhng tng tuyt vi m bn ang c rt c th v s b sao chp t i th

cnh tranh. Ch c danh ting ca bn mi vn l s khc bit.

Nguyn tc 8: Hy kin nh: chng ai thch th hin mnh vi nhiu tnh

cch khc nhau, ngoi tr nhng ngi c xem l tht thng. Cng vi cch

nh gi ny m c th suy ra rng khng ai mun nhng nhn hiu tht thng

nh vy. l l do ti sao thng hiu ca chng ta phi tuyt i nht qun

trong mi trng hp, nu nh n tu tin th khch hng s bi ri v s c nhiu

kh nng chuyn sang pha khc.

Nguyn tc 9: To ra i th, ch khng phi ng minh: xy dng

thng hiu mnh, bn cn a ra l do n tn ti v thuyt minh ti sao n

xng ng tn ti, v th cn to ra i th cnh tranh cho mnh. Khi cng ty ca

chng ta c nhng i th cnh tranh th i th s cho thng hiu ca chng

ta nhng nguyn c n c cng nhn. Tuy nhin, i th ca chng ta khng

nht thit phi l mt thng hiu khc, m c th l bt c th g trong cuc sng.


24

Nguyn tc 10: Bit r khi no c th thit lp mt thng hiu th hai:

Thng hiu ca bn s khng th i din cho tt c. Khi c thi c doanh

nghip bn c th tham gia vo mt loi hnh mi, hy thit lp mt thng hiu

th hai thay v m rng dng sn phm ban u v lm m nht nhng g m

thng hiu u ny gn kt c. Tuy nhin, ta ch nn thit lp mt thng

hiu mi khi thng hiu hin c ca chng ta c tn tui hng u trong lnh

vc ca n bi nh th th chng ta mi c c hi cho lnh vc mi.

1.2.4: Nhng sai lm khi xy dng thng hiu:

Cc cng ty u mun xy dng cho mnh mt thng hiu mnh nhng y

l vic khng d dng cht no v trong qu trnh xy dng thng hiu cc chng

ta cn phi ch trnh nhng sai lm c th lm cho vic xy dng thng hiu

ca chng ta tr nn v ngha. Sau y l nhng sai lm m chng ta cn trnh:

a. t ngang hng vic xy dng thng hiu vi thng tin lin lc: Trong qu

trnh xy dng thng hiu th thng tin lin lc l mt phn khng th thiu. Tuy

nhin, nu nh trong chin lc xy dng thng hiu ca chng ta ch ton nhng

thng ip v qung co, cn li khng c g thuc v chin lc kinh doanh hay

con ngi th chng ta s khng th thc hin vic lin lc ca mnh c. Hn

th na, cc thng ip qung co ca chng ta phi ng vi nhng g chng ta

c. Nu nh sn phm c cht lng km nhng li ni rng cc sn phm ca

cng ty c cht lng tt th iu ny c ngha l la di khch hng v h s mt

lng tin vo sn phm cng nh cng ty. Do , thng ip qung co phi ng

vi thc t ng thi chng ta phi sn xut ra nhng sn phm c cht lng v

y l mt trong nhng yu t lm nn thng hiu ca cng ty.

b. Xy dng thng hiu da trn gi c: Khng nn t thng hiu trn nn

tng gi c m hy xy dng gi tr v hnh cho thng hiu ca bn, phi to s

tin tng ca khch hng i vi chng ta.

c. Thay i cam kt: Cam kt chnh l mt li ha ca chng ta vi ngi tiu

dng. Khng nn thay i cam kt thng xuyn bi v n s lm cho ngi tiu

dng d b nhm ln v sn phm v kh c th nh v c hnh nh ca sn


25

phm trong tm tr khch hng. Cng ty phi lun thc hin ng nhng g ha

vi khch hng bi v nu chng ta khng gi nhng cam kt m lun thay i th

khch hng s khng tin tng vo chng ta v . Hu qu l khch hng s ri b

nhng sn phm ca chng ta ng ngha vi gi tr thng hiu ang b mt dn.

d. Ha hn qu nhiu: Cch t tn km nht trong xy dng thng hiu l

cho ngi tiu dng lm gip ta. Bng cch ha t lm nhiu chng ta s khin cho

ngi khch hng tr thnh nhng nh truyn gio cho thng hiu ca chng ta.

ng s cm d ca vic gii thiu mnh qa mc so vi thc cht m hy ha

hn nhng g bn c th cung cp v c gng thc hin n vi mc tt nht.

e. Xy dng thng hiu bt chc rp khun: ng c gng bt chc

nhng i th cnh tranh m hy to ra cho mnh mt phong cch ring, khc bit

nh th khch hng s ch ti chng ta. V d nh nu nh mt dy ph bn caf

nu nh tt c cc qun c ph u ging nhau th khch hng c th la chn bt

k qun no m khng cn phi n o nhng nu nh bn to ra s khc bit

trong trang tr, phc v th khch hng s ch ti bn v c th bn s l s la

chn ca h khi i ung cafe.

1.3: Cc yu t duy tr v pht trin thng hiu:

Trong mi trng cnh tranh khc lit nh hin nay th cc c nhn, cng ty

hay t chc u phi xy dng cho mnh mt thng hiu da trn nhn thc ca

cng chng v thng hiu . V mt doanh nghip c thng hiu tt s thu ht

c khch hng, nh u t v cc nhn vin ti nng, dn n li nhun cao v

gi c phiu cao. Tuy nhin, ngi ta c th mt nhiu nm thng xy dng

thng hiu, nhng c th hu hoi n trong chc lt. Do vy, cc doanh nghip c

nhn khng ch xy dng thng hiu m cn phi duy tr v pht trin n.

c th duy tr v pht trin thng hiu ca mnh th doanh nghip phi

hiu r nhng i tng c th tc ng n danh ting ca cng ty. Ch tn l mt

trong nhng yu t tc ng mnh m nht n danh ting ca mt cng ty. n

gin nht l cc cng ty phi thc hin nhng g cam kt l:


26

- V sn phm v dch v: Cng ty phi thng xuyn m bo cht lng v

dch v n nh theo ng nh cam kt vi khch hng. ng thi, cng ty

cng phi xy dng mt h thng nh gi cht lng sn phm t khi bt u ti

khi hon thnh mt sn phm hoc dch v. Cng ty phi lun nhc nh nhn vin

sp xp ni lm vic gn gng, ngn np; n mc chnh t v n n ci trn mi

bt c khi no tip xc vi khch hng s ng gp rt ln vo vic duy tr v pht

trin hnh nh cng ty. Ngoi ra, cng ty cn phi ch n vic lin tc to ra s

khc bit mang tnh cnh tranh v pht trin nhng dch v mi nhng th trng

c; tp trung nhn mnh s nhn thc thng hiu v to dng mt danh ting tch

cc cc th trng mi.

- i vi nhn vin cng ty: Khng ai c th bo v v pht trin mt cng ty

tt hn nhn vin ca chnh cng ty . Bi v nhn vin l ngi trc tip lm

vic vi khch hng, nh cung cp, c ng, quan chc chnh ph v nhiu i

tng khc. Tu thuc vo hnh vi, thi , tc phong lm vic v s trung thnh

ca h m h c th tr thnh ngi bo v v pht trin danh ting cho cng ty

hay hu hoi danh ting ny. c th bin nhn vin tr thnh nhng ngi bo

v danh ting hiu qu, cng ty phi to ra mt mi trng vn ho c th h tr

v khuyn khch h. Cng ty phi ra chnh sch tng thng cho nhng nhn

vin l vic nhiu hn trch nhim ca h, Khuyn khch nhn vin by t nhng

bn khon lo ngi ca mnh vi cp trn hay to ra mt mi trng lm vic thoi

mi, nng ng to ra tnh cm thn thit, tinh thn ng i gn b gia cc nhn

vin vi nhau v vi cc nh lnh o. Thng xuyn t chc cc lp o to v

k nng v thi cho nhn vin khng ngng nng cao kh nng lm vic ca

nhn vin m cn cc nhn vin nm vng khi nim thng hiu doanh nghip

v cng vic ca h c lin quan n thng hiu nh th no. ng thi cng ty

cng phi bnh vc cc nhn vin khi nhn thy khch hng c nhng hnh vi xm

phm ti cc nhn vin. Tuy nhin, cng ty cng phi c nhng yu cu vi nhn

vin thi , k nng trong lm vic cng nh vic tun th nhng ni quy ca

cng ty. C nh vy h mi cm thy trung thnh vi cng ty, coi cng ty l gia

nh th hai ca mnh, mi n lc t hiu qu cng vic cao hn nhng g


27

cng ty mong i h. Theo nh Fred Smith ngi sng lp ra cng ty vn chuyn

hng u th gii: Chng ti cung cp dch v tt nht, v chng ti khng th

thc hin c iu nu nhn vin khng c ng c lm vic. Nu chng ti

t c c hai mc tiu ny (dch v hon ho v cm hng lm vic ca nhn

vin) th danh ting s t tm n thi. Hay theo ch tch kim gim c iu

hnh ca tp on Ti chnh Citizens l Larry Fish : Ti phi chm sc nhn vin

ca mnh. Bn khng th c mt doanh nghip thnh cng nu khng c nhng

nhn vin cm thy hnh phc, v ch nhng nhn vin hnh phc mi mm ci v

p ng nhanh chng vi mi li ku gi ca cng ty.

- Vi khch hng: Doanh nghip phi to c lng tin v s trung thnh ca

khch hng i vi sn phm ca mnh bi v y chnh l nn tng ca thng

hiu cng ty. lm c iu ny cc cng ty cn phi c mt i ng nhn vin

gn gi, vui v v chn thnh lng nghe nhng g khch hng ni; cht lng sn

phm n nh; gi c ph hp vi khch hng mc tiu ca cng ty ngoi ra cng

ty cn phi bit lng nghe, tip thu v sa cha trc nhng li phn nn ca

khch hng. Nu nh chng ta i x tt vi khch hng to cho h nim tin cng

nhng tri nghim mua sm th v, h s tr thnh nhng khch hng thn thit, v

s n mua sm thng xuyn hn. Nhng khch hng ny s mang li cho cng

ty nhng li nhun khng l bi v theo quy lut 80/20 th 20% khch hng trung

thnh s mang li 80% li nhun cho cng ty.

- Ban lnh o cng ty: Cc nh iu hnh cng ty ng mt vai tr rt quan

trng i vi s pht trin ca cng ty cng nh ca thng hiu. Mi s pht

trin, thnh qu ca cng ty u c xut pht t ban lnh o. Ngi lnh o

phi a ra c nhng chnh sch v chin lc pht trin cng ty; Phi cnh gic

v lng trc c nhng nguy c c th lm tn hi danh ting ca cng ty. i

vi nhng ngi ph trch v vn thng hiu cho cng ty th h phi lun tnh

to c th pht hin ra nhung mi e do v thn trng vi nhng bt li n

danh ting ca cng ty. ng thi h phi a ra nhng bin php gi gn v

pht trin thng hiu ca cng ty. Benjamin Franklin ni: Thu tinh, s v danh

ting l nhng th rt d v. Nu v, bn khng bao gi c th hn gn chng


28

c nh xa. Do vy chng ta cn c mt ban lnh o nhanh nhy v c tm

nhn xa trng rng

- Xy dng vn ho ca cng ty: y l mt phn khng th thiu c

trong qu trnh pht trin thng hiu. tng cng danh ting cho cng ty, ta

phi lm cho gi tr o c tr thnh mt phn vng chc trong vn ho cng

ty. o c l cu trc di truyn cc cng ty xy dng danh ting vng chc.

Gi tr v chun mc o c trong cng ty nu thc hin tt s lm tng lng

tn ca khch hng v nh u t ng thi n cng to ra ng lc cho cc

nhn vin lm vic.

- Cc yu t khc:

Thng hiu l ti sn quan trng v qu gi nht ca cng ty m bt k

cng ty no cng mong mun c c. Tuy nhin, thng hiu khng phi l th

tn ti vnh cu bi mi trng kinh doanh lun lun bin i v n c th nh

hng n thng hiu ca cng ty do vy vic thng xuyn nh gi thng

hiu s gip cho chng ta d dng kim sot c nhng tc ng xu ti hnh nh

thng hiu ca cng ty. c th nh gi chnh xc thng hiu chng ta cn

phi khai thc nh gi cc d liu nghin cu v tm hiu cc i tng khc nhau

nhn thc v cng ty ca chng ta nh th no v nhng yu t no tc ng n

danh ting ca chng ta. T cng ty s c nhng bin php iu chnh ph hp.

Duy tr danh ting thng hiu khng ch quan tm ti cht lng sn phm

hay dch v m i khi cc cng ty cng phi thn trng vi nhng yu t tc ng

xu ti thng hiu. Nhng th ny c th ph hu ton b nhng g cng ty

xy dng by lu. Do vy, cc cng ty lun phi cnh gic vi nhng s c d l

rt nh. Rc ri c th n di hnh thc suy gim danh ting t t m hu nh ta

khng th nhn ra s xi mn ny nu nh khng sm pht hin ra s rt nguy hi

v kh iu chnh. Chnh v th m bo v thng hiu cc cng ty lun phi

cnh gic vi mi tnh hung c th xy ra v c k hoch gii quyt nu n xy

ra. Phi phn cng nhim v qun l thng hiu cng ty cho mt nhn vin hay

mt phng ban c th, cng nh phn cng ai s chm lo vic bo v thng hiu

cn ai chu trch nhim theo di danh ting ca cng ty hng ngy.


29

1.4: Vai tr ca thng hiu i vi cng ty du lch:

Theo ch tch Cc D tr Lin Bang M, Alan Greenspan ni trong bi din

vn nhn bui l trao bng danh d nm 1999 ti i hc Harvard: Hng ho,

sn phm c th c nh ga trc khi hon tt mt giao dch, trong khi nh

cung cp dch v ch c th ly danh ting ca h m bo cht lng dch v.

Do sn phm du lch c nhng c trng ring khc bit vi cc sn phm

khc l:

- Sn phm du lch ch yu l dch v, c tnh cht v hnh, khng cn ong,

o m c.

- Sn phm khng hoc kh trng by, kh nhn bit bao gi ca sn phm.

- Sn phm du lch thng l kinh nghim du lch nn d bt chc, v a

ra mt sn phm mi hon ton rt kh.

- Sn phm du lch mang tnh thi v c bit l cc sn phm ph thuc vo

thin nhin.

- Khch hng bt buc phi mua sn phm trc khi thy sn phm

- Khong thi gian t khi mua sn phm ti khi tiu dng sn phm l rt lu

- Sn phm du lch c thc hin xa ni ca khch hng

- Nhu cu ca khch hng d thay i do s bin ng ca tnh hnh ti

chnh, kinh t

Chnh v cc c im trn ca sn phm du lch cho nn khi la chn cc

sn phm sn phm du lch hay nh cung cp khch du lch phi suy ngh rt k

trc khi la chn tiu dng. Nhng thng thng th khch hng m bo th

h s c khuynh hng la chn theo th t u tin ti nhng cng ty du lch c

uy tn, danh ting trn th trng. Do vy, thng hiu c vai tr rt quan trng i

vi cc cng ty cung cp dch v ni chung v cng ty du lch ni ring. Nhn thy

c tm quan trng ca thng hiu i vi s pht trin ca cng ty nn ngy

nay cc cng ty rt ch trng trng vic xy dng thng hiu.Nhng Vit Nam

hin nay th vic xy dng thng hiu ca cc cng ty du lch vn cha c ch

nhiu v n vn cn l mt vn ang b b ng v cn c gii quyt.


30


31

TIU KT CHNG I

i vi mt bi kha lun th vic xy dng c s l lun rt quan trng. C

s l lun s l nn mng nh hng cho phn tm hiu thc t, thc trng mt

cch chnh xc, sau c th a ra nhng kt lun v gii php tt nht cho mt

vn .

ti kha lun ca em l: Tm hiu vn xy dng thng hiu ca

cng ty Vietravel Hi Phng, vi ti ny em tm hiu nhng vn chung

nht v thng hiu:

- Khi nim v thng hiu: Khi nim, mi quan gia thng hiu vi cc

thnh phn khc, tm quan trng, vai tr, chc nng, c tnh ca thng hiu,

- Cc bc xy dng thng hiu: Khi nim xy dng thng hiu, cc bc

xy dng thng hiu, nhng nguyn tc, sai lm khi xy dng thng hiu.

- Cc yu t duy tr v pht trin thng hiu.

- Vai tr ca thng hiu i vi cng ty du lch.

Vi nhng g em tm hiu c trong chng 1 L lun chung v

thng hiu ny s l nn tng cho em p dng vo vic tip tc nghin cu v

tm hiu v thc t xy dng thng hiu ca cng ty Vietravel Hi Phng. T ,

em c th a ra c nhng kt lun, gii php gip cho cng ty v hon thin bi

kha lun ca mnh mt cch tt nht.


32

CHNG II: THC TRNG HOT NG KINH DOANH V

VN XY DNG THNG HIU CNG TY TNHH MTV

DU LCH V TIP TH GTVT VIT NAM VIETRAVEL

CHI NHNH HI PHNG

2.1: Thc trng hot ng kinh doanh ca cng ty TNHH MTV du lch v

tip th GTVT Vit Nam Vietravel chi nhnh Hi Phng.

2.1.1: Khi qut chung v cng ty Vietravel:

2.1.1.1: Qu trnh hnh thnh v pht trin ca cng ty:

L mt trong nhng cng ty l hnh u tin ti Vit nam, Vietravel l nh

cung cp dch v tour trn gi v chuyn nghip nht hin nay. Ngy 20/12/1995,

Cng ty Du lch v tip th GTVT trc thuc B Giao Thng Vn Ti ( Vietravel) ra

i trn c s ca trung tm Du lch- tip th v dch v u t ( Tracodi Tourism)

c thnh lp ngy 15/08/1992, ti 16BIS Alexander de Rhodes, Qun 1, thnh ph

H Ch Minh. Thnh lp v pht trin t nm 1995, cng ty Vietravel khng ngng

ln mnh v khng nh v tr thng hiu ca mnh khng ch phm vi trong nc

m cong m rng ra cc nc trong khu vc v trn th gii.

Hin nay, ngoi tr s chnh t ti s 190 Pasteur - qun 3 Thnh ph H

Ch Minh, Vietravel cn c 30 vn phng, trung tm, chi nhnh trong c nc.

- a ch: 190 Pasteur, Phng 6, Qun 3, Tp.H Ch Minh

- in thoi: Fax: + 84 (8) 8299142

- Email:[email protected]

- Website: http://www.vietravel-vn.com

- Th trng chnh: Ton cu

- Lnh vc kinh doanh:

Du lch ni a (Domestic)

Du lch nc ngoi (Outbound)

Du lch phc v khch quc t (Inbound)


33

- H thng dch v khc:

Dch v hng khng, tr gip sn bay

Dch v Vn chuyn du lch (Xe, tu cao tc, tu ho...)

T vn du hc

Xut khu lao ng

Dch thut

Dch v giao nhn

Thu i ngoi t

Lch s hnh thnh ca chi nhnh Vietravel Hi Phng:

- Tn y : Chi nhnh Cng ty TNHH MTV Du lch v Tip th Giao

thng Vn ti Vit Nam (Vietravel) ti Hi Phng.

- a ch: 04 ng Trn Hng o, P.Hong Vn Th, Q.Hng Bng,

Tp.Hi Phng.

- in thoi: 0313 842 888

- Fax: 0313 842 828

- Email: [email protected]

- Vn phng giao dch s 1: 03 ng Nng, P.My T, Q.Ng Quyn,

Tp.Hi Phng.

- in thoi: 0313 686 662

- Fax: 0313 686 663

- Email: [email protected]

- Ngy thnh lp: 07 thng 06 nm 2008.

Cng vi cc thnh ph thng mi khc trong c nc, Hi Phng c

nhng bc pht trin r rt trong nhu cu du lch ca du khch rt ln. Vi

nhn nh v nh gi trn Vietravel Hi Phng ra i nhm phc v nhu cu

ca du khch trong mi chuyn tham quan trong v ngoi nc.

Vietravel Hi Phng c ng trn vai ngi khng l Cng ty TNHH

MTV Du lch & Tip th GTVT trc thuc B Giao Thng Vn Ti - (Vietravel)

vi 17 nm kinh nghim, iu to thun li cho n v rt nhiu v mt uy

tn v thng hiu, cng nh s h tr v ng li chin lc kinh doanh. y l


34

thun li ln ca cng ty so vi 120 doanh nghip cnh tranh khc trn a bn

thnh ph.

Tm l ca ngi tiu dng Hi Phng l c cung cp nhng sn phm

dch v cht lng cao v yu t thng hiu mnh ca doanh nghip chnh l yu

t c quan tm, Vietravel vn c hn 17 nm kinh nghim iu cng to

thm uy tn v s tin tng cho du khch. Vi h thng dch v a dng, cht

lng cao cng h thng i tc rng khp trong, ngoi nc v phng chm

phc v tn tm, chuyn nghip, mang n cho du khch s thoi mi, cm xc

thng hoa v tng cc gi tr, quyn li cho du khch Vietravel Hi Phng xy

dng thnh cng hng trm tour cht lng cao cho cc cng ty ln ti Hi Phng

v c ng o khch hng tn nhim.

Bn cnh cng ty cng nhn c s h tr t "Hip hi du lch Hi

Phng", cc phng tin truyn thng, bo ch trong qu trnh hot ng, pht

trin ca mnh.

Trong nh hng pht trin chung n v v ang gp phn thc y s

pht trin thng hiu Vietravel trn phm vi c nc ngy cng ln mnh,

khng nh v tr ca "Nh t chc du lch chuyn nghip.

2.1.1.2: Chc nng, nhim v v c cu t chc b my:

Vi mong mun to mt trt t xc nh, gip cho cc cp qun l thc

hin nhim v, t kt qu cao, ng thi gip cho cng ty thch nghi v c kh

nng phn ng nhy bn trc nhng bin ng ca mi trng kinh doanh; V

s dng hiu qu ngun lc cng nh lao ng, vn, c s vt cht k thut.

Sau qu trnh nghin cu ban lnh o Vietravel Hi Phng xy dng c cu t

chc nh sau:


35

S 2.1: C cu t chc b my ca Vietravel Hi Phng

Chc nng c th ca cc phng ban:

a. Ban lnh o (Gim c):

Gim c: B Nguyn Th H (c b nhim t nm 2009) l ngi trc

tip iu hnh cng vic, chu trch nhim v kt qu kinh doanh trc gim c

v ban lnh o ca tng cng ty, l ngi lp k hoch hot ng cho doanh

nghip. Cng nh thay mt cho cng ty m phn vi i tc.

b. Phng kinh doanh:

- B phn th trng (marketting) c nhim v:

Phi hp vi phng iu hnh xy dng cc chng trnh du lch ph hp vi

nhu cu ca khch, ch ng trong vic a ra nhng v sn phm l hnh

mi cho chi nhnh.

K kt cc hp ng vi cc hng, cc t chc v c nhn trong v ngoi

nc khai thc ngun khch, xut v xy dng cc phng n m vn

phng i din ca cng ty.

m bo thng tin gia doanh nghip l hnh vi cc ngun khch, cc b phn

lin quan trong doanh nghip. V k hoch cc on khch, ni dung hp ng.

Phng th trng c t chc da trn nhng tiu thc phn on th

trng v pht trin th trng ca doanh nghip: C b phn quc t v ni a

ring. iu ny to s chuyn mn ha ca doanh nghip khc bit vi phn ln


36

cc doanh nghip L hnh khc trong thnh ph: ch mi ng vai tr trung gian,

gom khch c nhu cu du lch quc t ri gi ln cc cng ty Du lch lin kt ti

H Ni. Lc ny khch hng phi chu gi tour cao hn (v bao gm c phn

hoa hng cho cng ty gom khch ti Hi Phng), ng thi cht lng dch v li

khng m bo do cng ty gom khch khng th ch ng v dch v.

- B phn iu hnh:

L u mi trin khai mi cng vic t iu hnh cc chng trnh du lch, cung

cp cc dch v du lch. Lp k hoch v trin khai cc cng vic c lin quan.

Thit lp v duy tr mi quan h mt thit vi cc c quan hu quan la

chn v k hp ng vi cc nh cung cp hng ha v dch v du lch.

Theo di qu trnh thc hin v nhanh chng x l tnh hung bt thng

xy ra, khi thc hin cc chng trnh du lch.

- B phn hng dn:

Thc t Vietravel Hi Phng cha c i ng hng dn vin c hu ca

cng ty.Hin ti cng ty mi hng dn vin t n v khc cng tc. Do vo

du lch ma cao im cng ty rt kh mi c cc cng tc vin kinh nghim.

Vi cc on khch quan trng, nhn vin iu hnh, hoc nhn vin bn

hng trong cng ty trc tip i hng dn.

c. Phng hnh chnh nhn s:

Thc hin ton b cc cng vic trong quy trnh qun tr ngun nhn lc

ca cng ty. Thc hin nhng cng vic qun tr vn phng ca doanh nghip.


37

Bng 2: Tnh hnh nhn lc ca Vietravel Hi Phng

(n v: Ngi)

TT Danh mc S.L

Trnh Gii tnh

Ng

ng i hc C.ng Tr.cp P.th Nam N

1 Gim c 1 1 1 2

2 Trng P.Hnh chnh

nhn s

1

1

1

1

3 NV P.Hnh chnh

nhn s 1 1 1

4 Trng phng

kinh doanh 1 1 1 1

5 Nhn vin kinh doanh

ni a 8 8

6 Nhn vin kinh doanh

quc t 3 3

7 K ton trng 1 1 1 1

8 K ton vin 2 2 2

9 Th qu 1 1 1

10 Bo v 2 2 2

11 B phn chm sc

khch hng 3 3 3 1

TNG 24

(Ngun: Phng hnh chnh nhn s Vietravel Hi Phng)

- B phn chm sc khch hng:

T chc trin khai thc hin dch v chm sc khch hng cho cc i tc

theo cc hp ng Cng ty k kt. Tht cht cng tc qun l, kim tra, n c

CBCNV lm cng tc CSKH nhm t c nng sut cao nht. Sp xp phn b

ca trc hp l to iu kin cho ngi lao ng c th gn b c vi cng vic.


38

Quan tm chia s nhng kinh nghim v h tr kp thi nhng kh khn v nghip

v cho CBCNV lm cng tc CSKH nhm phc v v p ng nhu cu khch

hng mt cch tt nht. Thng k, tng hp v phn tch s liu v lu lng cuc

gi, t l phc v v nng sut hng thng nhm c nhng bin php kp thi

nng cao nng sut cho Cng ty. Giao dch vi cc b phn nghip v ca i tc

khch hng c lin quan n cng tc nghip v chm sc khch hng ca Cng ty.

- B phn bo v:

B phn bo v c nhim v m bo an ninh trt t v an ton cho cng ty.

Trng coi, bo v xe ca nhn vin cng ty v khch hng.

a phn nhn vin ca Vietravel Hi Phng cn tr tui 24- 34: Lm

vic nhit tnh, nng ng... Vietravel Hi Phng vn xy dng cc k hoch

kim tra nghip v nhn vin theo ch th chung ca tng cng ty.

d. Phng ti chnh k ton:

y l b phn m nhim v thc hin vic thanh ton tr cng cho nhn

vin cng ty. Vi cc chc nng ch yu sau:

- T chc thc hin cc cng vic ti chnh, k ton ca cng ty nh theo di

ghi chp ch tiu ca doanh nghip theo ng ch tiu ti khon v ch k ton ca

nh nc. Theo di v phn nh tnh hnh s dng vn ti sn ca doanh nghip.

- Thc hin ch bo co nh k, kp thi phn nh nhng thay i

lnh o c bin php x l.

- Theo di th trng, thu thp thng tin, bo co v xut kp thi vi

lnh o doanh nghip.

2.1.1.3: Lnh vc kinh doanh v h thng c s vt cht ca cng ty:

Hin nay, nm trong chin lc pht trin chung ca tng cng ty, cng ty

Vietravel chi nhnh Hi Phng hot ng cc lnh vc chnh sau:

- L hnh quc t v ni a.

- Vn chuyn khch du lch.

- Kinh doanh vn ti khch theo hp ng.


39

- T vn du lch, t cc dch v ring l, t phng khch sn, v my bay

trong nc v quc t, v tu thuyn, lm h chiu, visa.

Ngy 10/1/2013, Vietravel Hi Phng khai trng tr s mi ti s 4 Trn Hng

o, P.Hong Vn Th, Q.Hng Bng, Tp.Hi Phng. Ch sau 5 nm hot ng

th y l ni giao dch th 2 ca cng ty ti Hi Phng. Phng giao dch th nht

nm ti s 3 Nng, P.My T, Q.Ng Quyn, Tp.Hi Phng. C hai vn phng

giao dch ca Vietravel HP u nm trn nhng qun trung tm thnh ph v rt

khang trang.

Bng 3: My mc thit b ca cng ty Vietravel Hi Phng

(VT: ci)

STT Tn thit b S lng

1 My tnh 22

2 in thoi c nh 22

3 My photo 1

4 My fax 3

5 My in 5

6 My iu ha 5

7 My nh 1

8 Loa tay 8

9 C 10

(Ngun: Phng hnh chnh tng hp Vietravel Hi Phng)

Sau 5 nm pht trin th h thng c s vt cht ca cng ty c

trang b y v hin i. Tt c cc nhn vin u c my tnh ni mng,

to iu kin thun li cho nhn vin lm vic,ng thi nng cao hiu qu kinh

doanh ton cng ty. V c rt nhiu khch l n vi Vietravel Hi Phng qua

mng bn hng trc tuyn ca cng ty.


40

2.1.2: Thc trng hot ng kinh doanh ca cng ty Vietravel Hi Phng:

2.1.2.1: Kt qu kinh doanh ca cng ty:

Bng 4.Kt qu kinh doanh 5 nm ca cng ty Vietravel Hi Phng

Ni dung Nm 2008 Nm 2009 Nm 2010 Nm 2011 Nm 2012

K.Quc t

(L.khch) 516 1727 2079 2341 3941

K.Ni a

(L.khch) 527 2289 2789 2892 4102

Tng lt

khch 1043 4016 4868 5233 8043

Doanh thu

LH quc t

(1.000VND)

1.697.124 5.819.990 7.187.103 8.008.561 13.750.149

Doanh thu

LH ni a

(1.000VND)

1.733.303 7.713.930 9.641.573 10.225.369 14.311.878

Tng doanh

thu

(1.000VND)

3.430.427 13.533.920 16.828.676 18.233.930 28.062.027

Tng chi ph

(1.000VND) 2.401.299 9.203.066 12.789.794 12.034.394 18.801.558

LN trc

thu

(1.000VND)

1.029.128 4.330.854 4.038.882 6.199.536 9.260.469

LN sau thu

(1.000VND) 740.972 3.118.215 2.907.995 4.463.666 6.667.538

Np NSNN

(1.000VND) 288.156 1.212.639 1.130.887 1.735.870 2.592.931

T sut

LN/CP (%) 42,86% 47,06% 31,58% 51,52% 49,25%

(Ngun: Phng ti chnh k ton ca Vietravel Hi Phng)


41

Nhn xt:

Quan st bng s liu trn, ta cc con s kh n tng:

Ch sau 5 nm c thnh lp cng ty gy dng c lng tin trong khch hng,

mang n ngun li cho chi nhnh Hi Phng ni ring v tng cng ty Vietravel

ni chung.

Tng lt khch nm 2012 cng ty tng 7000 lt khch tng ng tng

771,14%. c bit tng lt khch quc t nm 2012 tng 3425 lt khch

tng ng tng 763,76% so vi nm u tin thnh lp (2008).

c s pht trin ny nh vo s nh hng ng n ca tng cng ty

Vietravel, cng nh n lc ca ton th lnh o v anh ch em nhn vin. C

th sau 5 nm i vo hot ng, tri qua nhng kh khn ca nhng nm u,

cng vic ca cc b phn bt u i vo gung hot ng, thng hiu ca

cng ty c nhiu ngi dn Hi Phng bit n, c bit cc khch hng c

nhu cu i du lch nc ngoi tm n vi Vietravel Hi Phng. Nm 2008

con s khch hng ca cng ty l kh nh do: Thc t khch quan 6/2008

cng ty mi thnh lp, nn cc con s trn ch l kt qu kinh doanh ca na

nm 2008. Hn na do nh hng ca khng hong kinh t, cng i dch cm

A(H1N1), lng du khch i du lch b hn ch nhiu.

V tng doanh thu nm 2012 tng 24.631.600 (1.000VND) so vi nm 2008

tng ng 818,03%_ con s rt ng t ho vi mt cng ty l hnh ca Vit Nam.

Kinh t Vit Nam nm 2012 nm trong bi cnh kh khn chung ca cuc

khng hong kinh t ton cu, nhiu doanh nghip ph sn hoc tm thi ng ca

ct l. Tnh hnh kinh doanh ca nhiu cng ty du lch ri vo tnh trng m

m ng lo. Tuy nhin, khng t cng ty tip tc gi vng phong v tn dng

c hi pht trin. Vietravel Hi Phng l mt trong s . Nguyn nhn chnh to

nn s tng trng tri chiu vi tnh hnh kinh t hin nay phn ln l do s tp

trung ca du khch vo uy tn thng hiu vn d dng thuyt phc du khch t

yu t cht lng, k n l hp dn t chnh sch gi gim hai trong mt.

Bn cnh cc tour gim gi trc tip cho khch hng do kh nng thng lng

vi cc i tc ln, Vietravel cn c chng trnh khuyn mi ln bao trm ln


42

trn trong dp h vi tng gi tr gii thng ln n 8 t ng. Gi gim, tour c

cht lng kh c th cnh tranh, chnh sch khuyn mi v hu mi chu o

ph v ro cn nhu cu ca khch hng.

V mt np ngn sch cng ty lun thc hin y ngha v np thu vi nh

nc, nm 2008 cng ty np: 288.156.000VND. Nm 2012 l: 2.592.931.000VND,

cao hn nm mi thnh lp 2.304.775.000VND.

Vi tnh hnh kinh doanh kh quan v c bit khi nm 2013 Hi Phng l

mt trong nhng trung tm t chc nm Du lch quc gia s ha hn mang li

nhiu thnh cng cho Vietravel Hi Phng trong nm nay.

2.1.2.2: Th trng khch chung:

Th trng khch ca Vietravel kh rng, vi uy tn v cht lng phc v

m bo, khch hng ca Vietravel bao gm c khch outbound v inbound. Bn

cnh lng khch hng thuc th trng

1_nguyenvananh_vh1301

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