bai giang chuong 2- quan tri hotel
TRANSCRIPT
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CHNG II:
NGHIN CU TH TRNG &PHN TCH HNH VI NGI TIU DNG
Nghin cu th trngPhn khc th trngPhn tch hnh vi ngi tiu dng
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KHAI NIM TH TRNG
Thi trng n ganNi m ngi mua v ngi bn gnhau !" tra# !$i %&n h'm v dch v(
)a# g*m ngi mua+ ngi bn v
hng tin mua bn,Thi trng hn -. t nh/t 0 nh.m khch hng ti1m
tng-. %c mua+ kh& nng chi tr&-. nhu c2u cha !3c th4a m5n v
%6n 78ng chi tr&
9
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Phn !"# $h% $'(n)
:h;# !?@+ chngkh#n+ ti chnh
:h;# mt hng= tiu dng+ !in mA+ mB
ngh+ ti1n t:h;# khu vCc+ v tr !a 7D= thnh th+
nEng thEn+ tr#ng ng#i nFc
:h;# mc !E cGnh tranh= Huan trInghn hJt
K
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Phn !"# $h*! +,- ./ -"nh $0nh
L
Lo S ngbn Lo sanphm S thmg cu! m"
Th# $%
C"nh$0nh
h!1n $!1n
R2$ nh#34 Th5n)nh2$
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9n -"nh$0nh
Nh#34 Phn ;#n 9!?;9nh 8@!
9n .-B43n
M$ 1# Th5n)nh2$ h0
Ehn ;#
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Th% $'(n) +L- $#
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Nhn) -n -, . 60 -hOn
$h% $'(n) +L- $#
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Th% Eh>n 2n .3 )E -h4n) TT
Market share: chia phn th trng hay th phn lng sn phm hng hoa hay dch vu mcng ty chim l!nh t"i th trng muc ti#$ n% &os% v'i c(c &)i th* c"nh tranh +thng t,nh -.ng t/l0 phn tr1m234p ch$ng th trng: trng hp kh(ch hng
tr%ng 55 ch$ng co c6ng nh74n th8c v9 s h;$ ,ch
c*a sn phm &)i v'i nh$ c$ c*a h< +sn phm ,tph7n -i#4t2 khng cn ph7n kh=c
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2 34 h"ng t5p thi chu 654
0Z :iJ th kh
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T5n tr'nh t5p thi m%c t4
0_
Phn khuc TT
>? @(c &nh c(c
-in s) ph7nkh=c v tinhnh ph7n kh=cA? Bh(t triCn d
kin kt D$ph7n kh=c
Mc ti TT
E? F(nh gi(
s hGp dHnc*a c(c ph7nkh=cI? Jh
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PKTT TH JW XY
?` d(ng tiu thc nA+ th trng % !3c hnchia thnh cc b hn th trng th;# hGm vi!a 7D= th trng Hufu !i"m= d !# 7ng+ d# c. %C chia ct v1 !a
giFi hnh chnh
Nh3c !i"m= khch hng tr#ng cng mt khuvCc !a 7D cng c. nhjng khc bi]t v1 thu nh+tu$i tc+ trnh ! hIc v/n
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PKTT TH JZC JI[M NHN KH\U H]C
Bh7n kh=c th trng the% y$ t) nh7n kh$ h
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PKTT TH TM XY
Ngi mua !3c chia thnh cc nh.m khcnhau cn c v# t2ng 7F Q5 hi+ 7
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PHN KHQC TH TRNG THU^CJANH R_NG TH CH X`I
Khc thtrng Nhn h!"h#c $c %&'(h)nh *& $c %&'(t( +, Nhn h&."/ th0ch
\inh t +gi(r]2
Fn ng LW dungnhi9$
5 lUp ca%^'ng v%
gi( tr
_h;ng nhOnhi0$ &ang
-(nBh`ng s7$r1ng
3ia &Snh&ng ngi
LW dungnhi9$
% th* Jrest
5hm mb
+r1ng -ong2
5hanh thi$
ni#n
_gi h=t
th$)c
Gt cQi mQ
v h%"t &Vng
Macleans
fltra riteM6i d[ ch$ 5r] em 5h,ch k%
gmN -"c hGt h1ng h(itham gia h%"t&VngN y#$ &i
J%lgateN im
Ngu*n= ;7;A+ nghin cu th trng Se T B
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I TaP
5A tm cc biJn c. th" hn khc ch# thtrng cc %&n h'm %au !A=2u gi !2u@ bEng tm >io;bu#Ap#m#%t:rang tr ni th/tNh hngNFc h#a?ja
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1N PHN KHC
Bh7n kh=c the% > ti#$ th8cN mVt nhom kh(ch hng&ng nhGtjp dung ch% d%anh nghi0p kinh d%anh tr$ng -SnhN
nh$i m th trng va v nhN chi ph, kinh d%anh
va phi*i r% tr%ng kinh d%anh rGt l'n
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A PHN KHC
5h trng muc ti#$ phi co ,t nhGt t A nhom kh(chhng trQ l#n$i m th trng l'n%anh s) -(n ca%N ,t r*i r%Jhi ph, &$ t kinh d%anh v chi ph, marketing kh(
ca%
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PHN KHQC TH bc THCHKHAC NHWU
Phn khc th;# %T thch !*ng dGng= th" hi]nmt th trng tr#ng !. t/t c& ngi tiu dngc. %T thch !Gi 7#Gi nh nhau,
?T thch hn tn= cc %&n h'm c. nhi1u
chMng 7#Gi !a dGng v1 ki"u dng+ h'm c/ nhd2u gi !2u+ nFc h#a,,,
?T thch kJt chm= %T thch !3c hn chia
thnh nhi1u nh.m nh4 mt cch tC nhin
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T#n $dnh Ehn 8he-
Gii on khao st:tip c74n kh(ch hng &C th$d; li#4$?
Gii on phn tch:em t t,nh t74p tr$ng c*ac7$ tr li (c &nh th$4c t,nh D$an tr
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Vf 7L
t h5ng hng khEng Huan tm !Jn vi]c thu ht nhjngngi cha !i mA baA qbiJn hn khc th trng= :nhtrGng cMa ngi %` d(ngZ, Nhjng ngi cha !i mAbaA+ ba# g*m nhjng ngi %3 !i mA baA+ nhjng ngibng Huan v nhjng ngi mu
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C9- 4 Ehn 8he- h#
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q 23 4h5t tr&'n %6 +7n c8/ hc th trng tr9ngt:ng +/&
q M;c %6 hn c8/ hc th trng
q Th0ch h?4 *7& (@c t&" &nh =9/nhB D trng
*) ng"En +3c h&.n cF c8/ =9/nh ngh&.4
5nh g&5 hc th trng
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M;c %6 hn c8/ hc th trng
G Ng& ("/IJ"n +3c c8/
ng& ("/
2On 4h!( th/th
IMQ& %R =9/ c8/ c5cOn 4h!( th/ th
S C5c %Q& th8 cnhtr/nh tr9ng ng)nhI23 nh %ch tr9ng
hc th trng
V Ng& c"ng ;ngIJ"n +?& c8/
ng& c"ng ;ng
W Nhng Y Z(nh[4 t&( !n
IMQ& %R =9 c8/ 3c: %6ng
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9 m: h'nh ; ch
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PHN TCH HNH VI NGI TIU DNG
&' so c(n ph)n t#ch ng T ,Sinh d#anh h&i c. khch hngsm hi"u+ chIn nh.m khch hng m(c tiu
!" Qc !nh %&n h'm+ dch v( thch h37m th4a m5n hI
L=m th5 n=o / t'm h/4 -7 ,,,
h#+ hat+ h;n+ h;r;+ hA+ #
9V
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J 9- .%nh i 8h9-h h1n) hO 1 0#j
Fnh lng: kh% s(t s8c m$ac*a h