emerald digital mkt

7/24/2019 Emerald Digital Mkt

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SVTH: PHM THDIM TRANG

GVHD: TH.S INH TIN MINH 1

TRNG AI HOC KINH TE TP. HCM

KHOA THNG MAI DU LCH MARKETING

CHUYEN E TOT NGHIEP

E TAI :

GIAI PHAP NHAM NANG CAO S THOA MAN CUA

KHACH HANG KHI S DUNG DCH VU TAI CONG TY

EMERALD DIGITAL MARKETING

GIANG VIEN HNG DAN: Th.s INH TIEN MINH

SINH VIEN THC HIEN : PHAM TH DIEM TRANG

LP : MAKERTING 01

NIEN KHOA 2008 - 2012


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LI CM N

Qua khong thi gian ba thng thc hin chuyn tt nghip, em xin gi li cm n

n thy inh Tin Minh, thy hng dn,theo st em trong qu trnh lm ti v lpnn mt k hoch lm vic hiu qu em c th hon thnh c chuyn tt nghip camnh.

Trong thi gian thc tp ti cng tyEmerald Digital Marketing, cho em c phpcm n s gip tn tnh ca cc anh ch nhn vin trong cng ty v c bit ti ch DenisThi (Ph gim c cng ty) hng dn em mt cch tn tnh v chu o.

Em cng xin gi li cm n n Ban gim hiu, cc thy c gio trong khoa Thngmi Du lch Marketing ca trng i hc Kinh t TPHCM, cho em mt mi trng

hc tp tt v nng ng to tin tt cho em sau ny. Bn cnh , em cng xin c cmn ba m, bn b, anh ch gip v mt tinh thn, vt cht v gp cho em trong sutqu trnh hon thnh chuyn tt nghip.

Em xin cm n!


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MC LC

LI MU ............................................................................................. 1

1. L do chn ti........................................................................................................... 2

2. Mc tiu......................................................................................................................... 2

2.1. Mc tiu vi sinh vin........................................................................................... 2

2.2. Mc tiu i vi doanh nghip ............................................................................. 2

3. Quy trnh thc hin v phng php thc hin........................................................ 2

3.1. Quy trnh thc hin ............................................................................................... 2

3.2. Phng php nghin cu ...................................................................................... 3

4. Phn tch dliu........................................................................................................... 4

5. Phm vi nghin cu....................................................................................................... 4

6. Hn chca ti......................................................................................................... 5

7. Kt cu ca ti.......................................................................................................... 5

CHNG 1:C SL LUN VSHI LNG CA KHCH

HNG.......................................................................................................... 6

1.1. nh ngha vgi trv shi lng (tha mn) ca khch hng......................... 6

1.1.1. Gi trca khch hng......................................................................................... 6

1.1.2. Shi lng ca khch hng.................................................................................. 8

1.2. Nhng phng php theo di v lng nh shi lng ca khch hng.......... 9

1.2.1. Hthng khiu ni v gp ................................................................................. 9

1.2.2. iu tra ............................................................................................................... 10

1.2.3. Phn tch nguyn nhn mt khch hng............................................................. 11


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1.3. To ra gi trcung ng v shi lng cho khch hng................................... 2012

1.4. Cc yu tnh hng n stha mn ca khch hng.................................... 12

1.4.1. Yu tcon ngi ................................................................................................. 12

1.4.2. Yu tsn phm .................................................................................................. 12

1.4.3. Yu tthun tin ................................................................................................. 12

1.5. Chso lng vshi lng ca khch hng (CSICustomer Satisfaction

Index).................................................................................................................................. 13

1.5.1. Ngun gc vvic sdng chsCSI ................................................................ 13

1.5.2. Mc tiu ca vic sdng chshi lng khch hng CSI........................... 2213

1.5.3. Cc yu tctho lng chs.................................................................. 14

1.6. Kt lun chng 1.................................................................................................... 16

CHNG 2:GII THIU CHUNG VCNG TYEMERALD

DIGITAL MARKETING .......................................................................... 17

2.1. Gii thiu chung vcng ty TNHH T vn Ngc Lc Bo (Emerald Digital

Marketing).......................................................................................................................... 17

2.2. ngh logo................................................................................................................ 17

2.3. Lch shnh thnh v pht trin ca cng ty....................................................... 17

2.4. Tng quan vdich vca cng ty.......................................................................... 18

2.4.1. Tip thtm kim (SEMSearch Engine Marketing) ..................................... 2718

2.4.2. Qung co hin th.............................................................................................. 19

2.4.3. Tip thlan truyn ............................................................................................... 19

2.4.4. Tip thqua th in t....................................................................................... 20

2.4.5. Dch vsng to ................................................................................................. 20

2.4.6. Thit kWeb ........................................................................................................ 21


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2.4.7. Phn tch Web..................................................................................................... 21

2.4. C cu hot ng ca cng Ty............................................................................... 23

2.5. Quy trnh lm vic ca cng ty............................................................................... 25

2.6. Kt quhot ng kinh doanh v nhng thnh tu cng ty t c trong thi

gian gn y........................................................................................................................ 27

2.6.1. Kt quhot ng kinh doanh ............................................................................ 27

2.6.2. Thnh tu cng ty t c ................................................................................ 28

2.7. Kt lun chng 2.................................................................................................... 28

CHNG 3: THC TRNG CUNG CP DCH VTI CNG TY

EMERALD DIGITAL MARKETING .................................................... 29

3.1. Tnh hnh khch hng sdng cc dch vca cng ty trong hai nm gn y

2010 v 2011....................................................................................................................... 29

3.1.1. Khch hng vi chin dch xy dng thng hiu trong di hn. ..................... 29

3.1.2. Khch hng vi nhng chng trnh thc hin trong ngn hn. ................... 3930

3.2. Phn tch kt qunghin cu................................................................................. 30

3.2.1. Nghin cu nh lng ....................................................................................... 30

3.2.2.Nghin cu nh tnh.............................................................................................. 39

3.2.3 M hnh shi lng ca khch hng khi sdng dch vt vn ti cng ty

Emerald Digital Marketing ..................................................................................................... 47

3.3. Kt lun chng 3.................................................................................................... 49

CHNG 4: HNG XUT GII PHP NHM NNG CAO

SHI LNG CA KHCH HNG KHI SDNG DCH VTI

CNG TY

EMERALD DIGITAL MARKETING .................................................... 50


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4.1.xut gii php.......................................................................................................... 50

4.1.1. Gii php vnng lc: cht lng dch v........................................................ 50

4.1.2. Gii php vpht trin bn vng v trch nhim x hi (CSRCoporate Social

Responsibility). ................................................................................................................. 52

4.2.Kin ngh...................................................................................................................... 56

4.3.Kt lun chng 4......................................................................................................... 56

KT LUN ................................................................................................. 57

PHLC ............................................................................................................................... 58

DANH MC TI LIU THAM KHO ................................................. 62


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DANH MC BNG

Bng 2.1 Bo co kt quhot ng kinh doanh ca cng ty ba nm 2009, 2010, 2011 .... 27

Bng 3.1 Thng k mc sdng dch vt vn ti cng ty ........................................... 31

Bng 3.2 Thng k mc ng vuy tn cng ty trong dch vt vn ......................... 32

Bng 3.3 Nhng yu tthhin mc uy tn ca cng ty ................................................. 34

Bng 3.4 Nhn xt ca khch hng vcht lng dch vca cng ty................................. 35

Bng 3.5 Gi trcm nhn vsph hp gia chi ph v kt qut c ........................ 36

Bng 3.6 kin vvic tip tc sdng dch vti cng ty ............................................... 36

Bng 3.7 kin vvic sn lng gii thiu dch vcho i tc .......................................... 37

Bng 3.8 Kt quca cng ty sau khi dc t vn ti cng ty.............................................. 38


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DANH MC HNH V

Hnh 1.1 Cc yu tquyt nh gi trdnh cho khch hng........................................ 7

Hnh 2.1 i tc ca cng ty................................................................................ 22

Hnh 2.2 Khch hng trc tip ca cng ty.............................................................. 22

Hnh 2.3 C cu hot ng ca cng ty................................................................... 23

Hnh 2.4 i ngqun l.................................................................................... 24

Hnh 2.5 Quy trnh hot ng ti cng ty Emerald Digital Marketing............................ 25

Hnh 3.6 M hnh shi lng ca khch hng khi sdng dch vti cng ty................ 48


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DANH MC BIU

Hnh 3.1 Biu thhin tlslng dn sdng dch vti cng ty.......................... 32

Hnh 3.2 Biu thhin tlmc ng vuy tn cng ty trong dch vt vn ......... 33

Hnh 3.3 Biu thhin tlmc hi lng ca khch hng vcht lng dch vti

cng ty..................................................................................................................................... 36

Hnh 3.4 Biu thhin tlmc tip tc sdng dch vti cng ty khi c dn mi

................................................................................................................................................. 37

Hnh 3.5 Biu thhin tlmc ng vvic gii thiu dch vca Emerald vi itc ca khch hng.................................................................................................................. 38

Hnh 3.6 Biu thhin tlt mc tiu ca khch hng vi kt quthu c ............. 39


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LI MU

1. L do chn ti

Trong qu trnh cnh tranh khc lit nh hin nay, khch hng c qu nhiu la chn

p ng mt nhu cu ca mnh. Thtrng ngi mua ngy cng kh tnh v i hi caocht lng sn phm hsdng, v c sso snh gia cc thng hiu la chn cho

mnh mt nh cung cp tt nht, p ng ng nhu cu hin ti ca mnh nht.

Khch hng l mu cht quan trng ca mt cng ty tn ti v pht trin. chin

thng cnh tranh v sng st, cc doanh nghip cn phi c mt trit l mi ly khch hng

lm trng tm v cung ng gi trho hng cho cc khch hngmc tiu ca mnh th mi

chin thng c cnh tranh. Nhng cng ty ny bit to ra khch hng chkhng chn

thun to ra sn phm cung cp cho thtrng.

Emerald Digital Marketing l mt cng ty cung cp, t vn chin lc dch vtruyn

thng trn k thut s. Trong thi gian thc tp ti cng ty, ti bit rng, cng ty c rt nhiu

khch hng ln vn ang hp tc vi cng ty nhng cng khng t khch hng thay v tip

tc chn Emerald li chuyn qua tm kim mt i tc mi. B mt i nhng khch hng

quan trng l iu khng ai mun, tuy nhin phi tm hiu c nguyn nhn ca vic bmt

khch hng t a ra gii php khc phc. Qua qu trnh tm hiu, sn phm cng ty cungcp tt cho khch hng, mang li shi lng cao khi sdng, nhng bn cnh , quan h

gia cng ty v khch hng cn mt siu cn khc phc nn ti chn ti Gii php

nhm nng cao stha mn ca khch hng khi sdng dch vti cng ty Emerald

Digital Marketing lm chuyn tt nghip.


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2.

Mc tiu

2.1. Mc tiu vi sinh vin

-

ng dng dc l thuyt to sthomn cho khch hng bng cht lng dch vv

gi trvo thc tca cng ty.

-

Nm r hn tnh hnh khch hng hin ti ca doanh nghip v mc hi lng ca

khch hng vi cng ty nh thno trong thi gianba nm gn dy v tm hiu c

nhng nguyn nhn bmt khch hng ca doanh nghip.

2.2. Mc tiu i vi doanh nghip

- nh gi c mc hi lng ca khch hng vi cht lng dch v ca doanh

nghip.

-

xut a ra nhng gii php hon thin tt hn chnh sch chm sc khchhng gichn c khch hng tip tc sdng dch vti cng ty.

3. Quy trnh thc hin v phng php thc hin

3.1. Quy trnh thc hin

Bc 1: Xc nh vn cn nghin cu l mc hi lng ca khch hng khi s

dng dch vti cng ty Emerald Digital Marketing.

Thi gian thc hin: Tngy 01- 06/02/2012.

Bc 2: Thu thp thng tin cn nghin cu. Dliu cn phi thu thp l l thuyt

vMarketing, v shi lng ca khch hng khi sdng sn phm dch v, v chso

lng shi lng ca khch hng.

Thi gian thc hin: Tngy 0615/02/2012.

Bc 3: Thu thp dliu cng ty ang thc tp vnhng dliu c bn ca cng ty

nh ti liu gii thiu cng ty, c cu tchc, khch hng, bo co kt quhot ng kinh

doanh ca cng ty trong banm 2009, 2010, 2011.

Thi gian thu thp: Tngy 1518/02/2012.

Bc 4: Nghin cu ti bn cc thng tin v th trng, tnh hnh chung ca cc

doanh nghip Vit Nam nh gi v ch trng shi lng vi khch hng. Tip theo nghin


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cu thctrng khch hng sdng cc dch vti cng ty, mc hi lng ca khch hng

khi sdng nhng dch vny.

Thi gian thc hin: T ngy 1924/02/2012

Bc 5: Tin hnh lp bng cu hi nghin cu nh gi shi lng ca khch hngkhi sdng dch vti Emerald Digital Marketing. i tng kho st l nhng khch hng

tng sdng dch vca cng ty, gi bng cu hi qua mail. Sau dngphn mm SPSS

11.5 phn tch sliu.

Thi gian thc hin: Tngy 2513/03/2012

Bc 6: Tnhng sliu thu thp c cng vi kt quphn tch c tSPSS tin

hnh vit bo co, a ra hng xut gii php cho cng ty nng cao stha mn cakhch hng khi sdng dch vti cng ty.

Thi gian thc hin: Tngy 1417/03/2012.

3.2. Phng php nghin cu

3.2.1. Phng php nghin cu ti bn

Thu thp thng tin thcp: thu thp thng tin lin quan n c sl thuyt vshi

lng ca khch hng, thng tin v th trng, thng tin c bn vcng ty, c cu tchc,

tnh hnhhot ng, bo co kt quhot ng kinh doanh. Tm kim thng tin qua website,

ti liu vcng ty, ngun thng tin ni b.

3.2.2.Phng php phng vn

Ly thng tin kin tph gim c kim nh nhng thng tin thu thp c v

hi k hn vquy chhot ng ca cng ty.

3.2.3.

Phng php kho st ti hin trng

Dliu s cp c thu thp bng kho st:

Kho st nh tnh: Quan st ca c nhn, hi nhn vin cng ty vkhch hng ph

trch:


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Ni dung phng vn

o Nhng dn no v ang chy.

o

Thi lm vic vi khch hng.

o Qu trnh tng tc vi khch hng.

o Hot ng ca cng ty dnh cho khch hng.

Slng phng vn: 3 nhn vin

Thi gian phng vn: 3 ngy

Kho st nh lng: bng bng cu hi v thng qua mail

Ni dung phng vn

o Gi dch vang c t vn.

o Thi lm vic ca nhn vin.

o Kt quca nhng dn trc .

o Tin trnh ca dn ang chy.

o

Mc hi lng vi qu trnh lm vic ca cng ty.

o kin vvic tip tc sdng dch vt vn ti cng ty.

Slng mu: 20

Thi gian phng vn: 7 ngy

i tng mu: 20 khch hng, gi bng cu hi qua mail c sn trong d liu

khch hng ca cng ty.

Bng cu hi: slng 8 cu hi

4. Phn tch dliu

-

Xl dliu bng phn mm SPSS 11.5.

-

Vbngphn tchbng phn mm Excel.

5.

Phm vi nghin cu

Phm vi khng gian: kho st trong phm vi khch hng ti TPHCM vi d liu

khch hng c sn ca cng ty.

Phm vi thi gian:Trong thi gian 2 thng tngy 01/02- 30/03/2012.


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6.

Hn chca ti

- i tng kho st hp v kh tm c i tng thch hp.

-

Dliu ca khch hng nn kh c sdng.

-

Thi gian thc tp ti cng ty ngn.

7.

Kt cu ca ti

Ngoi li mdu v kt lun, ti cn c 4 chng:

Chng 1: C sl lun vshi lng ca khch hng

Trong chng ny, chng ta sc nhng khi nim c bn vchm sc khch hng,

hthng o lng v nh gi mc hi lngca khch hnglm nn tng phn tch

thc trng v xut gii php phn sau.

Chng 2: Gii thiu chung vcng ty Emeral Digital Marketing

Khi qut vcng ty, lch shnh thnh v pht trin, c cu hot ng v quy trnh

lm vic ti cng ty. Bn cnh khi qut vtnh hnh hot ng kinh doanh ca cng ty

trong ba nm 2009, 2010 v 2011.

Chng 3: Thc trng cung cp dch vti cng ty Emeral Digital Marketing

nh gi tnh hnh khch hng ti cng ty theo hai hng khch hng vi nhng

chng trnh pht trin thng hiu trong di hn v chng trnh thc hin trong ngn hn.

Phn tch kt qunghin cu vmt nh tnh v nh lng.

Chng 4:Hng xut gii php nhm hon thin v nng cao shi lng ca

khch hng khi sdng dch vti cng ty.


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CHNG 1:

C SL LUN VSHI LNG CA KHCH HNG

1.1.

nh ngha vgi trv shi lng (tha mn) ca khch hng

1.1.1.Gi trca khch hng

Khch hng l ngi lun mong mun gi trti a trong phm vi ti tin cho php

cng trnh hiu bit, khnng c ng v thu nhp c hn. Hra mt k vng gi tr

ri cn cvo m hnh ng. Sau khch hng tm hiu xem liu mt hng cph

hp vi k vng vgi tr khng. iu ny snh hng n mc tha mn v xc

sut tip tc thc hin hnh vi mua.

y chng ta snghin cu k hn nhng quan im vgi trca khch hng v s

tha mn ca khch hng.

Gi trca khch hng.

Tin nghin cu ny l ngi mua smua hng ca nhng cng ty no m hc

thnhn c gi trcao nht dnh cho khch hng. Gi trc nh ngha nh sau:

Gi trdnh cho khch hng chnh l chnh lch gia tng gi trca khch hng vtng chi ph ca khch hng. Tng gi trca khch hng l ton bnhng li ch m khch

hngtrng i mt sn phm hay dch vnht nh.

(Philip Kotler,Qun trMarketing, NXB Gio dc, 2003, tr.47)


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Hnh 1.1 Cc yu tquyt nh gi trdnhcho khch hng

(Philip Kotler, Qun trMarketing, NXB Gio dc, 2003, tr. 47)

Ngi mua phi chu nhng rng buc khc nhau v hn na hthng la chn mt

cch ty tin, c li hn cho c nhn so vi li ch ca cng ty. Tuy nhin vic tng ti a

gi trdnh cho khch hng vn cn l mt cn chu ch gii thch nhiu tnh hung v

cch nhn nhn sng sut hn.

Thnhtl ngi bn phi dnh gi c tng gi trca khch hng v tng chi ph

ca khch hng tngng vi sn phm ca tng i th cnh tranh bit r v tr sn

phm ca mnh u.

Thhail ngi bn c gi trdnh cho khch hng cn t hn, c hai phng n

la chn. Ngi bn c thcgng tng tng gi trca khch hng hay gim tng chi

ph nhn s v hnh nh ca hng ha. Phng n th hai i hi phi gim chi ph ca

ngi mua. Ngi bn c thgim gi, n gin ha thtc t hng v giao hng hay gnh

chu mt phn no ri ro ca ngi mua bng cch p dng chbo hnh.

Gi trdch v

Gi trvnhn s

Gi trsn phm

Gi trvhnh

Ph tn tinh thn

Gi tin

Ph tn thi gian

Ph tn cng sc

Tng gi trcakhch hng

Gi trdnh chokhch hng

Tng gi trcakhch hng


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1.1.2.Shi lng ca khch hng

Nh vy ngi mua nh gi gi trca hng ha ri cn cvo hnh ng.

Nhng sau khi mua ngi mua c hi lng hay khng cn ty thuc vo quan hgia kt

quhot dng ca mn hng mua v nhng mong i ca ngi mua. Sau y l nhngha ca vstha mn khch hng.

Sthomn l mc ca trng thi cm gic ca mt ngi bt ngun tvic so

snh kt quthu c tsn phm (hay sn lng) vi nhng k vng ca ngi .

(Philip Kotler, Qun trMarketing, NXB Gio dc, 2003, tr. 47)

Nh vy mc s tha mn l hm ca skhc bit gia kt qut c v k

vng. Khch hng c thc cm nhn mt trong ba mc tha mn sau. Nu kt quthctkm hn so vi k vng th khch hng skhng hi lng. Nu kt quthc ttng xng

so vi k vng th khch hng hi lng. Nu kt quthc tvt qua smong i th khch

hng rt hi lng, vui sng v thch th.

Thnhng nhng k vng ca ngi mua c hnh thnh nh thno? Chngc

hnh thnh trn c skinh nghim mua sm trc kia ca nhng ngi mua, nhng kin

ca bn b v ng nghip, nhng thng tin cng ha hn ca ngi lm Marketing v di

thcnh tranh. Nu ngi lm Marketing lm cho nhng ngi mua c nhng k vng qu

cao th chc chn nhng ngi mua stht vng.

Mt scng ty hin nay ang thnh t nht tng cao k vng ca khch hng cng

ng thi m bo c tnh nng ca sn phm tng ng vi nhng k vng . H ly

tng mc tha mn ca khchhng (TCS Total Customer Saticfaction) lm mc ch.

i vi nhng cng ty ly khch hng lm trung tm th stha mn ca khch hng

l mc tiu va l mt cng cMarketing. Nhng cng ty c xp hng cao vmc dtha mn khch hng th phi m bo chc chn l thtrng mc tiu ca mnh bit r iu

. Mt cng ty ly khch hng lm trung tm tm cch to ra mc tha mn cao cho

khch hng, song n c thtng ti a mc tha mn ca khch hng. Thnht, v cng

ty c thtng mc tha mn ca khch hng bng cch gim gi bn ca mnh hay tng

thm dch v, nh vy sc khnng gim bt li nhun ca mnh. Thhai l v cng ty c


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thsc tng khnng sinh li bng nhiu cch khc nhau nh ci tin sn xut hay u

t nhiu hn vo nghin cu pht trin. Thba l v cng ty c nhiu ngi nui nh

cng nhn, i l, nhng ngi cung ng v cng. Vic chi thm tin tng thm mc

tha mn ca khch hng slm gim bt kinh ph tng thm mc tha mn ca

cc i tc khc. Cui cng cng ty phi hnh ng theo trit l l cgng m bo mc

hi lng cao cho khch hng trn c svn phi m bo mc dtha mn ch t l cng c

thchp nhn c cho nhng i tng khc nhau trong phm vi ti nguyn c hn.

1.2. Nhng phng php theo di v lng nh shi lng ca khch hng

1.2.1.Hthng khiu ni v gp

Mt tchc ly khch hng lm trung tm phi to iu kin ddng cho khch hng

gp v khiu ni. Nhiu nh hng v khch sn cung cp nhng mu in sn khchghi vo nhng iu hthch v khng thch. Bnh vin c tht nhng thng th gp

hnh lang, a nhng phiu nhn xt cho nhng bnh nhn xut vin gp v thu mt

ngi hng hi nhit tnh x l nhng iu bt bnh ca bnh nhn. Mt scng ty ly

khch hng lm trung tm, nh P & G, General Electric, Whirlpool, thit lp ng dy

nng cho khch hng vi 800 sin thoi gi min ph to iu kin ti a cho khch

hng tm hiu thng tin, gp hay khiu ni. Nhng dng thng tin ny gi cho nhng

cng ty nhiu tng hay v cho php h hnh ng nhanh chng hn gii quyt

nhng vn ny sinh.

Cng ty khng c tha mn rng, n c thc c bc tranh y vs tha

mn ca khch hng v vskhng hi lng ca hchbng mt hthng khiu ni v gp

. Nhiu cng trnh nghin cu chng trng cmi bn ln mua hng th c mt ln c

khiu ni. Khch hng c ththy rng nhng khiu ni ca mnh l khng quan trng hay

hsbxem l ngngn v cch khng gii quyt c g. Hu ht khch hng smua ti hay chuyn sang nhng ngi cung ng khc chkhng khiu ni. Kt qul cng ty mt

khch hng mt cch khng ng mt.

V vy cng ty khng thsdng mc khiu ni lm thc o s tha mn ca

khch hng. Nhng cng ty nhy bn thng lng nh stha mn ca khch hng bng

cch tin hnh iu tra nh k. Hgi nhng phiu cu hi hay gi in thoi cho nhng


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khch hng mi mua hng ca mnh tm hiu xem hcm thy nh thno vcc mt

khc nhau trong cng tc ca cng ty. Hcng hi kin ngi mua vcc i th cnh

tranh.

1.2.2. iu tra

S tha mn ca khch hng c th lng nh bng nhiu cch. C th lng nh

trc tip bng cch phng vn: Xin qu khch cho bit mc tha mn ca mnh vdch

vX theo thang o sau: rt khng hi lng, khng hi lng, khng quan tm, hi lng, rt hi

lng (Stha mn c trc tip ni ra). Ngi c phng vn c thc yu cu nh

gi xem hmong i mt tnh cht cthn mc no v thc th cm thy nh th

no (ngun gc ca skhng hi lng). Cn mt phng php na l yu cu ngi phng

vn lit k mi vn m h gp phi i vi hng ha v lit k nhng kin nghci tin ca mnh (phn tch vn ). Cui cng cng ty c thyu cu ngi c phng

vn xp hng cc yu tkhc nhau ca sn phm theo tm quan trng ca tng yu tv t

chc m bo tng yu t tt n mc no (xp hng tm quan trng/tnh nng).

Phng php cui cng gip cng ty nm c nhng yu tquan trng no mnh lm cha

t yu cu v nhng yu ttng i t quan trng no mnh m bo qu mc

Khi thu thp sliu vstha mn ca khch hng cng nn c nhng cu hi ph

thm lng nh smua hng ca khch hng. Chtiu ny thng t cao nu cc khch

hng rt hi lng. Theo kin ca John Young, nguyn tng gim c iu hnh ca cng ty

Hewlett- Packards(HP) th:

Tt cchn trong mi khch hng thuc din iu tra ca HP tnh gi l mnh rt

hi lng u ni rng hdt khot v chc chn stip tc mua hng ca HP. Stha mn

ny chuyn thnh khnng sinh li, bi v chi ph ginh c mt khch hng mi cao

gp nm ln chi ph gimt khch hng hin c.

Cng nn lng nh c kh nng hay thi sn sng ca khch hng gii thiu

cng ty v nhn hiu i vi nhng ngi khc. Nu c nhng ting n tt p th c

ngha l cng ty ang to ra stha mn cao cho khch hng.

1.2.3.Phn tch nguyn nhnmt khch hng


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Cng ty cn phi tip xc vi nhng khch hng khng mua hng na v chuyn

sang ngi cung ng khc tm hiu xem ti sao li nh vy. V d khi IBM mt mt

khch hng h tm mi cch tm hiu xem v sao htht bi (gi qu cao, dch vyu

km, sn phm khng tin cy...). iu quan trng l khng chtin hnh phng vn nhng

ngi bcng ty, m cn phi theo di mc thu ht c khch hng mi v nu thy

n tng ln iu c ngha cng ty m t phn tha mn khch hngc v gia tng thm

lng khch hng mi n.

Mt siu cn thn trng khi lng nh stha mn ca khch hng.

Khi khch hng nh gi mc tha mn ca mnh vmt yu ttrong kt qucng

tc ca cng ty, chng hn nh vic giao hng, ta cn nhn thc c rng khch hng lun

thay i cch xc nh thno l m bo giao hng tt: C thl giao hng sm, giao hng

ng hn, m bo y theo n hng...Nu nh cng ty xc nh r rng, chi tit tng

yu tth khch hng c mt phiu cu hi rt di. Ta c ththy rng chai khch hng u

rt hi lng v nhng l do khc nhau. Mt ngi c th hu nh lun lun cm thy hi

lng, cn ngi kia th rt kh lm va lng, nhng trong trng hp ny th cm thy hi

lng.

Cng ty ang cn lu rng cc cn bqun l v nhn vin bn hng c th thaotng cc kt qunh gi mc tha mn khch hng. Hc thi xlch thip mt cch

c bit i vi khch hng trc khi tin hnh iu tra. Hcng c thtm cch loi nhng

khch hngbt mn ra khi danh sch nhng ngi sc phng vn.

Mt iu cn nguy hi hn l nu khch hng bit c rng cng ty dtm cch lm

va lng khch hng, th mt skhch hng c thtra rt khng hi lng (cho d tht s

hi lng) c c snhn nhng nhiu hn ca cng ty.

1.3. To ra gi trcung ng v shi lng cho khch hng

Mi cng ty l mt tp hp cc hot ng c thc hin nhm thit k, sn xut, bn

hng, giao hng v h tr sn phm ca mnh. Chui gi tr c xc nh vi chn hot


21/71



ng tng ng vchin lc to ra gi trv chi ph trong mt doanh nghip cth. Chn

hot ng to ra gi trny bao gm nm hot ng chcht v bn hot ng htr.

Nhng hot ng chcht thhin mt chui nhng cng vic chuyn vt t vx

nghip, gia cng chng, xut chng i, bn v phc vchng. S thnh cng ca cng tykhng chphthuc vo kt qucng tc tt ca tng bphn m cn phthuc vo vic

phi hp tt cc hot ng ca cc bphn khc nhau. Cc bphn ca cng ty thng hay

hnh ng bng cch tng ti a li ch ca bphn mnh, chkhng phi li ch ca cng

ty hay ca khch hng.

1.4. Cc yu tnh hng n stha mn ca khch hng

1.4.1.Yu tcon ngi

Con ngi l yu t tc ng trc tip hoc gin tip n s tha mn ca khch

hng. Con ngi s tc ng trc tip ti khch hng nu l sn phm dch v. Do ,

vic o to v nng cao khnng giao tip, k nng chuyn mn, thi lm vic ca nhn

vin l iu cn thit v chin lc lu di cho mi cng ty nu mun duy tr c shi

lng cho khch hng.

1.4.2.Yu tsn phm

Sn phm ng vai tr quan trng v l bn cht c bn ca shi lng khch hng.Mt sn phm cht lng smang n cho khch hng stha mn vi chi ph bra. Khch

hng k vng nhiu mt sn phm, nu cng ty p ng c th s lm khch hng hi

lng v tip tc sdng dch v, sn phm ca cng ty trong thi gian tip theo.

1.4.3.Yu tthun tin

L iu kin khch hng tip xc v c c sn phm mnh mong mun mt cch

ddng nh h thng phn phi, schm sc cn thn, dch vgiao hng c thc hin

nhanh chng v chnh xc, vic cung cp kp thi v m bo.

1.5.

Chso lng vshi lng ca khch hng (CSICustomer Satisfaction

Index)

1.5.1.Ngun gc vvic sdng chsCSI


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Vic tha mn khch hng trthnh mt ti sn quan trng i vi cc doanh nghip

v tchc trong nlc nng cao cht lng dch v, givng strung thnh, nng cao nng

lc cnh tranh ca doanh nghip. Nm 1989, chs(barometer) o mc hi lng u tin

c ra i ti Thy in (Swedish Customer Satisfaction Barometer - SCSB) nhm thit

lp chshi lng ca khch hng i vi vic mua v tiu dng sn phm - dch vni a.

Trong nhng nm sau , chsny c pht trin v ng dng rng ri ti cc nc pht

trin nh M- ACSI, Na UyNCSI, an Mch - DCSI v cc quc gia EUECSI (1998).

Chsny c ththc hin trn phng din quc gia (cc doanh nghip, cc ngnh

stha mn nh thno i vi khch hng ca h) hoc gc ni bngnh (so snh s

tha mn ca cc doanh nghip trong phm vi mt ngnh) v so snh gia cc thi im

khc nhau (nhn thy sthay i). T, cc doanh nghip c thbit c v th, snh gi ca khch hng i vi doanh nghip hoch nh cc mc tiu v chin lc

kinh doanh.

1.5.2. Mc tiu ca vic sdng chshi lng khch hng CSI

Nghin cu v ng dng CSI cp doanh nghip l vic (1) xc nh cc yu t

(bin) c tc ng n nhn thc cht lng hay shi lng ca khch hng; (2) lng ha

trng shay mc quan trng ca mi yu t trong tng quan vi cc yu tkhc; (3)

xc nh mc hi lng ti thi im nghin cu ca khch hng, (4) so snh nh gi ca

khch hng trn tng tiu ch vi i thcnh tranh hay vi chnh mnh trong qu kh(mc

tiu ny thhin r hn khi CSI c trin khai cp ton ngnh v a ngnh), (5) lng

ha mi lin hgia mc hi lng vi cc i lng tip thkhc (lng trung thnh, phn

ca khch hng);(6) so snh cu trc shi lng, mc hi lng v tc ng ca shi

lng gia cc nhm khch hng khc nhau ca cng ty.

Cc doanh nghip cn coi CSI nh mt hnh thc kim ton hng nm vi ti sn vhnh l uy tn, thng hiu, tnh cm m khch hng dnh cho mnh, cc thng tin ca CSI

cn c lin tc cp nht vo hthng thng tin ca doanh nghip lm c strong vic

hoch nh cc chin lc trong tng lai.

1.5.3. Cc yu tctho lng chs


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Chshi hi lng ca khch hng bao gm cc nhn t(bin), mi nhn tc

cu thnh tnhiu yu tc thc trng ca sn phm hoc dch v. Shi lng khch

hng c nh ngha nh l mt snh gi ton din vssdng mt dch vhoc hot

ng sau bn hng ca doanh nghip v y chnh l im ct li ca m hnh CSI. Xung

quanh bin sny l hthng cc mi quan hnhn quxut pht tnhng bin skhi to

nh s mong i (expectations) ca khch hng, hnh nh (image) doanh nghip v sn

phm, cht lng cm nhn(perceived quality) v gi trcm nhn (perceived quality) vsn

phm hoc dch v km theo n cc bin s kt qu ca s hi lng nhs trung thnh

(customer loyalty) hay sthan phin ca khchhng (customer complaints).

1.5.3.1. Hnh nh

Hnh nh biu hin mi quan hgia thng hiu (nhn hiu) v s lin tng cakhch hng i vi cc thuc tnh ca thng hiu (nhn hiu). Bin sny c thhin

bi danh ting, uy tn, lng tin ca chnh ngi tiu dng i vi thng hiu. Cc nghin

cu thc tin khng nh rng, y l nhn tquan trng v c tc ng trc tip n s

hi lng ca khchhng. ng thi, n cng c mi quan hng bin (positive) i vi s

hi lng v strung thnh i vi sn phm hoc thng hiu.

Trong lnh vc dch v, hnh nh ng vai tr rt quan trng trong vic quyt nh ni

thhin dch v, i hi cc cng ty cn phi nh vv xy dng hnh nh ca mnh trn c

snhng thuc tnh quan trng nhm thit lp mt scm nhn tt nht i vi i thcnh

tranh, gip khch hng ddng nhn din c thng hiu.

1.5.3.2.Smong i

Thhin mc cht lng m khch hng mong i nhn c, cc thng so

lng smong i gn lin vi nhng thng sca hnh nh v cht lng cm nhn ca

sn phm v dch v. y l kt qu ca kinh nghim tiu dng trc hoc thng tinthng qua nhng knh truyn thng i vi sn phm hoc dch v. Trong mt sngnh, c

thbin sny khng c mi quan hvi gi trcm nhn, kt quny cng c thhin

trong nghin cu ca Martensen v cng s(2000). Trn thc t, mong i cng cao th cng

dc khnng dn n quyt nh mua nhng mong i cng cao th khnng dch vtha

mn khch hng cng kh.


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1.5.3.3.

Cht lng cm nhn ca khch hng

C 2 loi cht lng cm nhn: (1) cht lng cm nhn sn phm (hu hnh): l s

nh gi vtiu dng sn phm gn y ca khch hng i vi sn phm v (2) cht lng

cm nhn dch v(v hnh) l snh gi cc dch vlin quan nh dch vtrong v sau khibn, iu kin cung ng, giao hng ca chnh sn phm. Do vy, chai c to thnh bi

nhng thuc tnh quan trng (importants attributs) c kt tinh trong chnh sn phm - dch

v.

1.5.3.4.

Gi trcm nhn

Cc nghin cu vl thuyt cho thy, shi lng ca khch hng phthuc vo gi tr

cm nhn ca hng ha v dch v. Gi trl mc nh gi hoc cm nhn i vi cht

lng sn phm so vi gi phi trhoc phng din gi trkhng chbng tin m khch

hng tiu dng sn phm . Theo Kotler (2003), gi trdnh cho khch hng l chnh lch

gia tng gi trm khch hng nhn c v tng chi ph m khch hng phi trvmt

sn phm/dch vno . i vi dch v, l tng stin phi tr(nhng chi ph vthi

gian, cng sc v chi ph ri ro khc so vi gi tr dch v(li ch hu hnh mang li), gi tr

tm l, nim tin v gi trnhn lc.

1.5.3.5.

Strung thnh

L bin s cui cng trong m hnh v mang tnh quyt nh n s tn vong ca

doanh nghip trong tng lai, n c o lng bi nh tip tc mua, lng tin v sgii

thiu vi ngi khc vsn phm v dch vm hang dng. Ngc li vi strung thnh

l s than phin. S trung thnh ca khch hng c xem nh mt ti sn ca doanh

nghip, v vy, cc doanh nghip cn phi to ra shi lng i vi khch hng hng nng

cao strung thnh ca hi vi doanh nghip.

1.6.

Kt lun chng 1

Hthng c sl thuyt cho chng ta thy c ci nhn tng quan nhng kin thc

c bn vshi lng ca khchhng, cc chs, thang o o lng v nh gi mc

hi lng ca khch hng. Chssdng phbin hin nay thng c cc cng ty sdng


25/71



l CSI (Customer Satisfaction Index) nh gi v lng shi lng ca khch hng

trong vic hoch nh chin lc kinh doanh.

C sl thuyt l nn tng nh gi, o lng thc trng khch hng sdng dch

vti cng ty v cng l c sa ra hng xut gii php ph hp nhm nng cao shi lng ca khch hng.


26/71



CHNG 2:

GII THIU CHUNG VCNG TY


2.1. Gii thiu chung vcng ty TNHH T vn Ngc Lc Bo (Emerald Digital

Marketing)

Cng ty Emerald Digital Marketing

ia ch: Lu 2, 25/7 Nguyn Bnh Khim, Qun 1, TPHCM

in thoi: +84 8 62751580

Fax: +84 8 3918615 Email:[email protected]

Website:http://digitalmarketing.vn/

2.2. ngh logo

Emerald, ting vit c ngha l ngc Lc Bo. Mu cho ca logo l vng v en.

Mu vng thhin ssang to, l i hi v yu cu ca mt cng ty cung cp dch vt

vn vlnh vc Marketing. Tuy nhin, ssng to khng theo mt rang buc no nhng n

li yu cu phi chuyn nghip ngha ca mu en logo. Schuyn nghip y c

thhin nhn vin cng ty, mi trng, phng tin htrv trong cht lng dch v

t vn. ChE c hnh dng nh mt vin ngc, cng l tn ting anh ca cng ty.

y c s thng nht v hi ha, gia chE v nhng chcn li. Dng chnhDigital

Marketing Agency ni vdch vca cng ty. L mt cng ty cung cp dch vt vn v

thc thi truyn thng k thut s.

Tm li, logo cng ty ang nhng yu cu cn thit nh tn r, mu sc cho, nu

r dch v. Logo cng l c s, l hnh nh lu li trong tm tr khch hng sau khi s dng

dch vti cng ty.
mailto:[email protected]:[email protected]:[email protected]://digitalmarketing.vn/http://digitalmarketing.vn/http://digitalmarketing.vn/http://digitalmarketing.vn/mailto:[email protected]


27/71



2.3.

Lch shnh thnh v pht trin ca cng ty

c thnh lp vo nm 2008 vi gim c iu hnh Nguyn Khoa Hng Thnh v

ngi ng sng lp l b Denise Thi. Sau 4 nm hoat ng, Emerald c nhng thnh t u

v v th ng k trong lnh vc truyn thng k thut s ti Vit Nam. Hin ti, MassoGroup l cng ln nht ca cng ty.

Saunm thng hot ng, cng ty c li nhun v chc bn nhn vin. Sau mt

nm thnh lp, i ng nhn vin c hn 20 ngi v c c nhn s cp cao ti M.

Thnh cng hn na khi Emerald Digital Marketing nhn c u t t tp on Masso

Group, cng ty cng l n va thng hiu dit vi rt Kaspersky trthnh thng hiu

smt ti Vit Nam.

i ng Emerald Digital Marketing shu nhng nh t vn chuyn nghip v hc

vin trong lnh vc Marketing v truyn thng mi. Cng vi s hiu bit su sc v bi

cnh a phng Vit Nam vvn ho, truyn thng v cc phng tin truyn thng x hi,

i ng ca cng ty lun khm ph cc chin lc v k thu t mi to thun li cho khch

hng trong knguyn mi ca phng tin truyn thng.e

vEmeral Digital Marketing l mt cng ty chuyn vlnh vc truyn thng k thut

s, vi mt nhim vduy nht l gip khch hng ti Vit Nam thnh cng trong xy dng

thng hiu v hot dng kinh doanh qua cc ng dng k thut cao trn Internet.

2.4. Tng quan vdich vca cng ty

2.4.1. Tip thtm kim (SEM Search Engine Marketing)

L dch vt vn khnng sdng trang web ca khch hng mt cch c hiu qu

nht. Gm c dch vqung co Google Adwords v ti u ha cng ctm kim. Dch v

qung co Google Adwords lin quan n cc v tr qung co tn ph trong qu trnh tm

kim bndi lin kt c ti tr. Google Adwords cung cp mt gii php gn nh tip

xc ngay lp tc cho website ca cng ty trn cng c tm kim, mng li hin th ca

Google v cc trang web c nhn khi tm tkha.

Ti u ha cng ctm kim (SEOSearch Engine Optimation): bao gm cc yu t

ti u ha trong trang web v ngoi trang web nhm ci thin vtr tnhin (khng tn ph)


28/71



c hin th trong kt qu b my tm kim. Cng ty ch s dng hnh thc SEO theo

phng thc m trng, bo vhnh nh cng ty bn v trnh c tnh trng trang web

ca bn bbqua bi cc cng c tm kim. Mt sdch vca cng ty p ng c

yu cu ti a ha cng ctm kim nh: nghin cu tkha, ci tin mt tkha, xy

dng lin kt v nhiu cc yu tkhc. Ti u ha cng ctm kim c rt nhiu li ch nh

ci thin c thhng trn cng ctm kim, gia tng lu lng mc tiu, li ch xy dng

thng hiu thng qua hin thtm kim cao hn, ci thin ROI Marketing do hiu quchi

ph tt nht tcc chuyn gia SEO.

2.4.2. Qung co hin th

Nu c mt vn quan trng cn y mnh doanh sth chnh l vn tip th

ca cng ty. Vic sdng qung co qung b sn phm l vn cn thit v quantrng ca mt cng ty. Hai phng php tip thc sdng phbin nht l phng php

qung co trc tuyn v phng php qung co truyn thng. Qung co trc tuyn sdng

Internet qung b sn phm v dch v. N c mt phm vi rng hn so vi phng php

qung co truyn thng trong sdng cc cch tip cn nh: qung co qua in n, truyn

thng, qung co qua truyn hnhv truyn thanh, tt cnhng thkhng c trgip t

Internet v nhng g i khi qung co c gi l hin th.

Qung co hin th trc tuyn t tn km v phm vi rng ln hn. Chng ta c thqung co trn mt trang web bng cch mua mt vtr trn trong thi gian mt thng hay

mt nm ty thuc vo nhu cu qung co ca cng ty. N cung cp cc hin thkhc nhau

nh vn bn, hnh nh, hot hnh, cc dch va phng tin khc.

Hin thtrc tuyn hin ang l xu hng nng nht trong vic qung b sn phm v

dch v. Thc tl sngi sdng Internet ngy cng tng, cng c nhiu ngi sdng

Internet thc hin cc chc nng c bn nh thng tin v sinh hot.

2.4.3.

Tip thlan truyn

L cng c gip thng tin ca cng ty c th lan truyn mt cch mnh m nhanh

chng trn Internet cng ging nh phng php truyn thng trc kia l truyn ming.

Mt trong nhng li ch ca vic tip thlan truyn l n gip doanh nghip trc tuyn gia

tng quy m v n tr thnh mt trong nhng hnh thc qung co hiu qunht ca cc

cng ty hin nay.


29/71



Sdng phng php tip th lan truyn gip thu ht c s lng ngi xem v

gh thm website nhiu hn nng cao mc nhn bit thng hiu, xy dng thng

hiu nhanh chng thun tin v d dng, gp phn y mnh cng c tm kim website

nhanh chng v ddng.

Thng qua phng php truyn thng gi thnh thp, doanh nghip c nhiu li ch:

-

Tp trung vo cc i tng mc tiu ddng hn.

-

Tn dng cc mng li truyn thng c sn

-

Tng cc phng thc tip thca cng ty

-

Gii php qung cot tn km so vi cc phng thc tip thkhc

- Cung cp mt cm gic tt hn vtrch nhim

-

Ddng tch hp cc phng thc tip thkhc- Gia tng lng truy cp vo website ca cng ty

Tip thlan truyn bao gm cc dch v:

-

Ti u ha truyn thng x hi: l phng thc ti u ha cc hot ng

truyn thng x hi

-

Trc tuyn v qun trkhch hngtrn cc din n

-

Tip thtrang c nhn v din n

-

Tip thtruyn thng x hi-

Skin o

2.4.4. Tip thqua th in t

Tip th qua th in t l mt hnh thc s dng Email nh l mt phng tin

qung co truyn thng hay thng ip gy ch n khn gi. Trong ngha rng, mi Email

gi n khch hng tim nng u l hnh thc tip thqua th in t.

Tip thqua th in ti vi cc cng ty c vai tr quan trng v cn thit v:

-

Mi strli chnh xc ca khch hng u c chng minh l kh cao khi

cng lc sdng tip thbng th in tng cch, chsau tip thtm kim.

-

Nh qung co c tht n con sng kca thu bao Email, hn mt na

sngi dng Internet kim tra Email trong ngy.


30/71



-

Giao dch Email cho php doanh nghip c thtrli tng vi cc skin

khch hng quan trng nh t hng hoc ng ca hng.

2.4.5. Dch vsng to

Dch vsng tao bao gm cc hot ng lin quan n hnh nh, thit kha v b

tr thit k, l nhng vt liu cn thit cho cc chin lc tip thk thut s.

Dch vsng to gm c:

-

Nhn dng thng hiu k thut s

-

Thit kha

Thit kha l mt tin trnh sng to thng lin quan n mt khch hng v

mt ngi thit kv c hon thnh trong mt skt hp nhiu ngun lc vi nh sn

xut c thc hin truyn ti mt thng ip n vi mt khch hng cth.Cc ng dng c bn ca thit kha bao gm bn sc (logo v nhn dng thng

hiu), trang web, n phm (tp ch v bo)...Bn cnh thit kha cn nm trong tin

trnh ca mt chin dch truyn thng.

2.4.6. Thit kWeb

Thit kweb theo nh hng chuyn i v tm kim thn thin. Mt khc, cng ty

sthit kweb tp trung vo vic gia tng tlchuyn i khch hng.

2.4.7.

Phn tch Web

Mt i ng nhn vin cung cp dch vGoogle Analytist. Thit lp v cu hnh ti

khon Google Analytist, hng dn v cung cp cho nhn vin nhng tnh nng mi cng

nh sn c cho h.

Nhng i tc quan trng ca Emerald Digital Marketing l Google Vit Nam, Yahoo

Vit Nam, Trng Doanh nhn c Nhn Tm. Bn cnh , mt skhch hng trc tip

gp phn vo s thnh cng ca cng ty l Samsung, Heineken, Holcim, The Faceshop,

Rohto, Vin Thng A..


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Hnh 2.1i tc ca cng ty

(Ngun: Phng kinh doanh)

Hnh 2.2 Khch hng trc tip ca cng ty

(Ngun: Phng kinh doanh)


32/71



Tm nhn:

Trthnh cng ty hng u trong lnh vc truyn thng kthut s.

Smnh:

Htrkhch hng ti Vit Nam thnh cng trong vic xy dng thng hiu v pht

trin kinh doanh thng qua cc hot ng truyn thng kthut s.

Trit l ca cng ty:

Chia sv bsung cc gi tr.

2.4. C cu hot ng ca cng Ty

Hnh 2.3 C cu hot ng ca cng ty

(Ngun: Dliu cng tyhttp://digitalmarketing.vn/)

Trong i ng qun l gm c gim c, ph gim c - l nhng ngi c quyn hn

cao nht trong cng ty, mi quyt nh u thng qua sxt duyt ca gim c. i ng

qun l thc hin vic kim sot chung nhng hot ng chnh ca cng ty: hot ng ni b

nh hnh chnh, nhn s, hot ng pht trin kinh doanh, hot ng kinh doanh ca cng ty.
http://digitalmarketing.vn/http://digitalmarketing.vn/http://digitalmarketing.vn/http://digitalmarketing.vn/


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Trong hot ng ni b, gm c cc hot ng thng c nh kton, hot ng ca

ngi qun l chung. Trong hot ng pht trin kinh doanh gm c b phn bn hng.

Trong hot ng kinh doanh ca cng ty gm c i ng nhn vin PR, nhn vin tchc s

kin, i ng nhn vin k thut.

Ccbphn ny lun htrnhau trong qu trnh lm vic. Ty dn ca khch hng

m i ng qun l sc chnh sch iu chnh nhn vin cho ph hp.

Hnh 2.4 i ngqun l

(Ngun: Ti liu cng tyhttp://digitalmarketing.vn/)
http://digitalmarketing.vn/http://digitalmarketing.vn/http://digitalmarketing.vn/http://digitalmarketing.vn/


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u im:

- Cc bphn c thhtrcho nhau trong cng mt dn.

-

To nn mi trng lm vic thn thin v thoi mi khi c sgiao lu cng vic

gia cc bphn.

- i ng qun l c thnm c tnh hnh chung ca tt ccc bphn trong dn

v theo di su sc.

Nhc im:

-

Nhim v chng cho v khng quy nh r rng nu mt nhn vin qun l qu

nhiu hot ng.

-

Cha c bphn cthxl tnh hung gp phi vi khch hng.

2.5.

Quy trnh lm vic ca cng ty

Hnh 2.5: Quy trnh hot ng ti cng ty Emerald Digital Marketing

(Ngun:Tiliu cng tyhttp://digitalmarketing.vn/)

Sau khi tip nhn yu cu ca khch hng, cng ty sthc hin nhim vv vai tr

ca mnh vi khch hng qua quy trnh sau:
http://digitalmarketing.vn/http://digitalmarketing.vn/http://digitalmarketing.vn/


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Bc 1: Tho lun v phc tho sbyu cu ca khch hng.

Trong bc ny da trn nhng yu ttpha khch hng nh thng hiu ca khch

hng, ni dung truyn thng Marketing, mc tiu ca dn hoc chin lc, nhu cu dc

bit ca khch hng to nn mt bn phc tho hon chnh nhng yu cu cn thit tpha khch hng. Mt bn phc tho vkhoch truyn thng c lp ra cho nhng ngi

tham gia dn ca cng ty, hiu r thc svnhu cu ca khch hng.Ni tm li, trong

khu ny, cng ty cn nghin cu stht ngm hiu ca khch hng nh thnolp ra

mt khoch truyn thng ng nh hng vi mong mun ca khch hng.

Bc 2:Nghin cu v phn tch

Trong bc ny, cng ty snghin cu ti bn nhng thng tin, dliu vthtrng,

vxu hng, nhng yu tnh hng n tnh hnh hin ti, vtt cnhng thng tin vd

n sp ti ca khch hng. Tip theo , cng ty sphn tch m hnhSWOT ca cng ty

khch hng, xc nh c im mnh, im yu, c hi, nguy c tnh hnh hin ti

xut nhng chin lc t vn ng n, xem xt vn truyn thng hin ti ca cng ty cn

c gii quyt l g? Trong giai on ny, cng ty phi to ra c ni dung chnhca hp

ng ngh, ni dung chnh ca xut nh thno, nhng hng c thgii quyt vn

ny.Bc 3:xut dch vph hp v gp gtrao i vi khch hng.

Trong bc ny, cng ty si su vo nghin cu vn v phn tch k hn nhng

vn hin ti ca khch hng. C nhng ngh, t vn da trn nhng vn hin ti ca

cng ty ang gp phi, lp bng nh hng ni dung cho li xut, phctho khoch c

thcho tng trng hp, phng php no nh gi v o lng cc gii php . Ngoi ra,

trong bc ny cn c tnh kt qut c ca khoch ny nh thno i n k mt

hp ng cam kt chnh thc.

Trong giai on ny, cng ty sc mt hp ng xut chi tit hnda trn ni

dung chnh xut trc ,da vo tnh hnhthc tca cng ty, nhng vn hin ti

c phn tch.


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Tbc 3 v 4, cng ty slp nnmt hp ng xut hon chnh vi nhng gi

dch vcng ty sthc hin gii quyt nhng vn hin ti ca khch hng.

Bc 4: Trin khai thc hin khoch v nh gi

Trong bc ny, cng ty s tin hnh trin khai thc hin khoch c khchhng ng . Bn cnh , thng xuyn ghi nhn nhng chso lng, theo di tnh hnh

hot ng ca hthng, ti u ha cc chs, lp bo co nh k, bo co cc chng trnh

tin hnh, tip tc khoch trong tng lai c iu chnh.

Trong thi gian ny, cng ty strin khai thc hin v lp bo co, hon giao kt qu

mi k, kt qucui cngcho khch hng cstng tc gip khch hng theo di c

kt quca dn.

2.6. Kt quhot ng kinh doanh v nhng thnh tu cng ty t c trong

thi gian gn y.

2.6.1.Kt quhot ng kinh doanh

Bng 2.1 Bo co kt quhot ng kinh doanh ca cng tyba nm

2009, 2010, 2011

n vtnh: ngn ng

Nm 2009 2010 2011

Doanh thu 2,981,410,000 3,640,340,000 4,124,000,000

Li nhun trc thu 1,042,540,000 1,256,432,000 1,725, 250,000

Li nhun sau thu 781,905,000 1017,324,000 1,402,000,000

(Ngun: Phng Hnh chnh)

Nhn vo bng hot ng kinh doanh ca cng ty trong ba nm gn y2009, 2010 v

2011, ta c ththy c tnh hnh hot ng kinh doanh ca cng ty ang trn i vo n

nh v tng bc nng cao li nhun ca mnh.

Nm 2009, doanh thu cng ty gn 3 t, nhng li nhun chhn 780 triu, iu ny ta

c thgii thch c. Sau khi thnh lp mt nm, cng ty ang tng bc xy dng thng


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hiu v nh vv tr ca mnh trn th trng Marketing nn chi rt nhiu cho vic qung

co, nhng hot ng x hi. Trong giai on ny, cng ty cng c nhng khch hng

ln, gp phn vo vic y doanh thu ca cng ty ln cao nh phn mm dit vi rt

Kaspersky, trng mu gio quc tKinder World.

Nm 2010, tnh hnh hot ng cng ty vn mc n nh v li nhun tng so vi

nm 2009. Trong nm 2010, cng ty bt u i vo nhng hot ng cng c v o to

nhn s, xy dng mt i ngnhnvin cht lng v c trnh dchuyn mn cao. Cng

ty tip tc duy tr nhng dndi hn ca nm 2009, v tip tc c thm c nhiu khch

hng mi, nhn thm nhiu dn mi nh trng o to c Nhn Tm.

Nm 2011, nh du bc pht trin v s thay i ca cng ty Emerald Digital

Marketing khi trthnh i tc qung co Google ti Vit Nam. Trong nm ny, doanh thu

v li nhun cng ty tng ln ng k, cng ty thc hin t vn nhiu lnh vc dch v

khc v kh mi trn thtrng, do thu nhn c rt nhiu dn tnhiu khch hng

ln. in hnh mt sdn nh Samsung, Heineken, Canon, The Face shop, Siu thin

my Nguyn Kim, Toshiba

2.6.2. Thnh tu cng ty t c

-

Ngy 25/11/2011 trthnh i tc qung co ca Google ti Vit Nam.

-

a phn mm dit virut Kaspersky trthnh phn mm dit virut hng u ti Vit

Nam.

2.7.

Kt lun chng 2

Qua chng 2, chng ta nm c tnh hnh hot ng v nhng dch vca cng

ty Emerald Digital Marketing mt cch tng qut nht. Nm c quy trnh lm vic ti

cng ty c thhiu r hn tng bc phc vkhch hng v tha mn khch hng giai

don no.Bn cnh , chng ta cng c thng tin chung nht vtnh hnh hot ng ca cng

ty trong ba nm gn y, 2009, 2010 v 2011. Cng ty ang trn n nh, tng bc pht

trin v tng bc nh vvthca mnh trong lng khch hng. Mt sthnh tu cng ty

t c cng chng tc khnng pht trin v khnng m rng ca cng ty trong

tng lai.


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CHNG 3:

THC TRNG CUNG CP DCH VTI CNG TY


3.1. Tnh hnh khch hng sdng cc dch vca cng ty trong hai nm gn

y 2010 v 2011

Thc t, khi mt khch hng lm vic vi cng ty, khng chn nht sdng mt

gi dch vmbao gm tng thnhiu gi.Ty vo ngn sch v mc tiu ca khch hng,

cng ty st vn nhng gi dch vph hp. C th l skt hp ca nhiu gidch v.

Khch hng ca cng ty chia lm hai loi: nhng khch hng vi chin dch xy dng

thng hiu trong di hn v khch hng thc hin nhng chng trnh trong ngn hn.Sau

y l mt skhch hng in hnh ca cng ty v sdng nhng gi dch vc t vn.

3.1.1. Khch hng vi chin dch xy dng thng hiu trong di hn.

Nhng khch hng trong di hn ca cng ty thng l nhng dnxy dng thng

hiu qua phng tin truyn thng k thut s. Kn khch hng ny, th cng ty c nhng

dn nh phn mm dit virut Kaspersky (20082012). Trong chin dch ny, cng ty

thc hin vic t vn v pht trin thng hiu cho phn mm dit virut ny trn cc phngtin nh thc hin chin dch PR trc tuyn v trc tip pht trin dng sn phm ny.

Hin ti cng ty vn tip tc qun l v xl thng tin lin quan n vic pht trin thng

hiu cho dng sn phm ny. Kt qut c ca dna thng hiu Kaspersky tr

thnh phn mm dit virut hng u ti Vit Nam v nhn c nhiu gii thng do ngi

tiu dng bnh chn.

Bn cnh , cng ty cn c nhng khch hng t vn pht trin lu di nh Holcim

(2011 - 2012), trng o to c Nhn Tm (2009 - 2011) v cng ty TNHH Thng mi

Nam Trng Sn (2009 - 2011). Nhng khch hng ny c chin lcpht trin di hn nn

c nhng nh hng quan trng vi tnh hnh hot ng ca cng ty.


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3.1.2. Khch hng vi nhng chng trnh thc hin trong ngn hn.

Vi khch hng ny, cng ty thng ch thc hin d n trong mt nm hoc vi

thng, c khi l chtrong mt thng. Nhng chng trnh ny mang tnh ngn hn, thng

qung b mt sn phm mi, mt cuc thi hay skin. C thkn mt schng trnhtiu biu cng ty thc hin nh chng trnh Heineken Countdown (12/2011) - y l

chng trnh m ngc cho n nm 2012. chng trnh ny, cng ty thc hin chin

dch truyn thng trn mng x hi nhm thu ht vic tham gia s kin ti TPHCM ca

ngi dn v gy sc nh hng ca chng trnh trn trc tuyn. Mt schng trnh khc

nh gii thiu sn phm Canon IXUS (11/2011) thc hin truyn thng trn mng x hi,

chng trnh ca Samsung (2011) vi chin dch ti a ha cng ctm kim. Mt sdn

khc nh ca The Faceshop (09/2011), hthng gio dc trng Kinderworld (12/2011) trncng ctrc tuyn, chng trnh gii thiu sn phm Tivi ca Toshiba (2011)

Hin ti cng ty ang thc hin nhng dn ca Fujitsu (03/2012), cuc thi ca hng

xe Ford (04/2012), cuc thi ca Acer - yu tht khc (03/2012)Nhng dn ny tuy ngn

hn nhng gp phn vo vic cng cvtr ca Emerald trn thtrng tip thrt ln, v

y l nhng khch hng cng ty sduy tr thc hin nhng chng trnh tip theo ca

khch hng trong thi gian sp ti.

3.2. Phn tch kt qunghin cu

3.2.1. Nghin cu nh lng


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Kt quthng k vtlsdng dch vti cng ty Emerald Digital Marketing.

Quy cong ty da tung su dung dich vu tu van cua cong ty chung toi bao nhieu du

an

Frequency Percent Valid Percent Cumulative Percent

Valid 1 du an 9 41.8 45.0 45.0

2 - 4 du an

Tren 4 du an

9

2

41.8

7.3

45.0

10.0

45.0

10.0

Total 20 90.9 100.0 100.0

Missing System 2 9.1

Total 22 100.0

Bng 3.1: Thng k mc sdng dch vt vn ti cng ty

Hnh 3.1 Biu thhin tlslng dn sdng dch vti cng ty

Nhn vo bng sliu thng k phn tch tSPSS v c tng hp thnh biu , ta

thy rng c 45% khch hng mi sdng dch vt vn ti cng ty ln u. y l con s

kh tim nng vi cng tyvl c sxy dng mt lng khch hng trung thnh tim

nng ca cng ty trong nhng dn tip theo. Nhn mt cchkhi qut, cng ty c 55%

khch hng trung thnh sdng dch vt vn cng ty t2 dntrln. c bit ng ch

45%

45%

10%

1 du an

2 - 4 du an

Tren 4 du an


41/71



, c 10% khch hng sdng dch vti cng ty trn 4 dn. Chngta c thbao qut v

mc dgichn khch hng vcng ty to stin tng khch hng tip tc sdng

dch vtrong nhng chin dch tip theo.

Tip theo, nh gi ca khch hng vuy tn cng ty trong qu trnh lm vic.

Cong ty uy tin trong qua trinh lam viec

Frequency Percent

Valid

Percent

Cumulative

Percent

Valid Khong dong y 8 36.4 3.0 3.0

Dong y 9 40.9 52.0 52.0

Hoan toan dong y 3 13.6 45.0 45.0

Total 20 90.9 100.0 100.0


Total 22 100.0

Bng 3.2 Thng k mc ng vuy tn cng ty trong dch vt vn

Hnh 3.2 Tlmc ng vuy tn cng ty trong dch vt vn

Nhn vo thng k c 45% khch hng hon ton ng , v 52% khch hng ng

rng cng ty c uy tn trong qu trnh lm vic vi h. Tuy nhin, c 3% khch hng khng

3%

52%45%

Khong dong y

Dong y

Hoan toan dong y


42/71



ng vuy tn lm vic ca cng ty. y l mt tlnh, nhng cng ty cn phi ch

n nhng yu tkhch hng nh gi l cng ty lm vic khng uy tn trong nhng dn

tng thc hin.Nhng yu tno c xt vo suy tn ca cng ty, chng ta hy xem

bng pha di.

Model

Unstandardized

Coefficients

Standardized

Coefficients

t Sig.B Std. Error Beta

1 (Constant) 1.520 1.178 1.290 .226

Cam ket dat muc

tieu de ra

.450 .229 .347 1.966 .078

Goi bao cao dung

han.628 .140 .560 4.501 .001

Bao mat tuyet doi

thong tin khach

hang

.045 .135 .042 .336 .744

Thuc hien dung

nhung dieu khoan

trong hop dong

-.194 .136 -.208 -1.428 .184

Nhan vien

chuyen nghiep

trong qua trinh

lam viec

-.580 .145 -.446 -3.994 .003

Thai do nhan

vien than thien-.167 .141 -.173 -1.181 .265

Tac phong

nghiem tuc khi.588 .146 .612 4.035 .002


43/71



lam viec

Day du nhung

phuong tien ho

tro

.022 .120 .021 .180 .861

Nhan vien trinh

bay ro rang va

giai dap thac mac

khach hang mot

cach triet de

-.225 .130 -.201 -1.723 .116

a Dependent Variable: Cong ty uy tin trong qua trinh lam viec

Bng 3.3: Nhng yu tthhin mc uy tn ca cng ty

Bin phthuc y l uy tn ca cng ty trong qu trnh lm vic. Nhn vo bng ta

c ththy theo khch hng cm nhn th uy tn ca cng ty c thhin qua ba yu tr

rng nht l gi bo co ng hn, nhn vin chuyn nghip v thi nghim tc khi lm

vic. Gi bo co nm trong qu trnh ang thc hin dn khch hng cp nht c

tin trnh ca cng vic cng ty ang thc hin. Nhn vin chuyn nghip v thi nghim

tc bao gm ckhu trc, trong v sau khi chy dn. Tm li khch hng nh gi cao uy

tn ca cng ty trong qu trnh thc hin dn.


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Khch hng nh gi cht lng dch vc cung cp bi cng ty.

Chat luong dich vu duoc dam bao

Frequency Percent Valid Percent

Cumulative

Percent

Valid Binh thuong 10 45.5 50.0 50.0

Hai long

Hoan toan hai long

8

2

35.5

9.9

40.0

10.0

40.0

10.0

Total 20 90.9 100.0 100.0


Total 22 100.0

Bng 3.4: Nhn xt ca khch hng vcht lng dch vca cng ty

Hnh 3.3 Tlmc hi lng ca khch hng vcht lng dch vc m bo ticng ty

Shi lng ca khch hng bn cht u xut pht tcht lng sn phm ca doanh

nghip. Vi cng ty Emerald th cht lng sn phm c thhin qua hai yu t l cht

lng t vn v cht lng dch vthc thi. 40% khch hng hi lng v 10% khch hng

hon ton hi lng vcht lng dch vc cung cp ti cng ty, scn li th khng

50%

40%

10%

Binh thuong

Hai long

Hoan toan hai long


45/71



kin vvic m bo cht lng dch vca cng ty. iu ny c thni rng, khch hng

ang hi lng vi cht lng dch v c dm bo ca cng ty khi trin khai thc hin

chin dch.

Gi trcm nhn ca khch hng qua kho st sau khi sdng dch vt vn ti cngty:

Anh/ Chi co cam thay chi phi cong ty minh bo ra phu hop voi ket qua cua du an

Frequency Percent

Valid

Percent

Cumulativ

e Percent

Valid Phu hop

Khong phu hop

18

2

70.9

20.0

80.0

20.0

80.0

20.0


Total 22 100.0 100.0 100.0

Bng 3.5: Gi trcm nhn vsph hp gia chi ph v kt qut c

Qua kt quphn tch, ta thy rng 80% khch hng cm thy chi ph m cng ty b

ra khi sdng dch v ti Emreald hon ton ph hp vi kt qum hnhn dc. iu

ny thhin gi trcm nhn ca h, cm thy hi lng, thy ph hp v khng c bt k s

than phin no y. Gi trcm nhn y rt quan trng, v y cng l c shs

dng dch vti cng ty na hay khng hay si tm mt i tc khc hcm thy chi ph

m cng ty bra l ph hp hn vi kt qut c.

Mc trung thnh ca khch hng c nh gi qua hai nhn t: thnht l vic

tip tc sdng dch vti cng ty, thhai l vic sn lng gii thiu dch vcho nhng i

tc khc.


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Anh/ Chi co tiep tuc su dung dich cu cua Emerald neu cong ty co du an moi khong

Frequency Percent

Valid

Percent

Cumulative

Percent

Valid Co

Khong

14

1

62.7

9.9

70.0

5.0

70.0

5.0

Can suy nghi lai 5 18.1 25.0 25.0

Total 20 90.9 100.0 100.0


Total 22 100.0

Bng 3.6: kin vvic tip tc sdng dch vti cng ty

Hnh 3.4 Tlmc tip tc sdng dch vti cng ty khi c dn mi

70%5%

25% Co

Khong

Can suy nghi lai


47/71



Anh/ Chi co san long gioi thieu dich vu tu van cua cong ty Emerald voi nhung doi tac

hay khong

Frequency Percent

Valid

Percent

Cumulative

Percent

Valid Co

Khong

10

1

45.0

5.0

50.0

5.0

50.0

5.0

Can suy nghi lai 9 40.9 45.0 45.0

Total 20 90.9 100.0 100.0


Total 22 100.0

Bng 3.7: kin vvic sn lng gii thiu dch vcho i tc

Hnh 3.5 Tlmc ng vvic gii thiu dch vca Emerald vi i tc ca

khch hng

Shi lng ca khch hng cn c nh gi qua strung thnh khch hng stip

tc sdng dch vt vn ti cng ty. Strung thnh ca khch hng thhin hai gc :

thnht l tip tc sdng dch vt vn ti cng ty nhng dn tip theo, thhai l s

sn lng gii thiu cho i tc ca mnh vdch vt vn ti cng ty Emerald. Qua kho st

50%

5%

45%

Co

Khong

Can suy nghi lai


48/71



ta thy rng, n 70% khch hng tr li stip tc sdng dch vt vn ti cng ty v

50% khch hng sn lng gii thiu dch vt vn ny vi i tc ca mnh.iu ny c th

khng nh, cng ty c mt lng khch hng trung thnh vi dch vca cng ty v sn

sng chn Emerald lm i tc qung co trong nhng dn tip theo v mong mun i

tc ca mnh c thtip cn sdng dch vti cng ty.

Ket qua cua cong ty Anh/Chi dat duoc sau khi hoan thanh chien dich

Frequen

cy Percent

Valid

Percent

Cumulativ

e Percent

Valid Dat muc tieu

Khong dat muc tieu

19

1

85.9

5.0

95.0

5.0

95.0

5.0


Total 22 100.0 100.0 100.0

Bng 3.8: Kt quca cng ty sau khi dc t vn ti cng ty

Hnh 3.6 Tlmc t mc tiu ca khch hng vi kt quthu c

Tt cshi lng hay nhn xt trc u thhin r vic dnca cng ty c

t c mc tiu ra hay khng. Theo kho st, 95% khch hng khi sdng dch vt

vn ti Emerald u t c mc tiu mnh ra, v c 5% khch hng khng t c

mc tiu ra ban u. Nguyn nhn khng t mc tiu y c thl do tnh hnh khch

95%

5%

Dat muc tieu

Khong dat muc tieu


49/71



quan, do chnh bn thn khch hng hoc bn thn cng ty Emerald nn vn ny cn

c xem xt. y cng l yu chcht gp phn vo vic nh gi shi lng ca khch

hng khi sdng dch vti cng ty hay khng?

3.2.2. Nghin cu nh tnh

3.2.2.1.

Kt qutnghin cu nh tnh

Nghin cu nh tnh nm c tnh hnh hot ng v quy trnh lm vic ca nhn

vin vi khch hng. Giai on nghin cu nh tnh htrrt nhiu trong phn nghin cu

nh lng, nm c quy trnh lm vic v th v r rng hn. Di y l kt qu

phng vn tba nhn vin ca cng ty.

Nhn vin 1: Anh Hunh Minh oTrng dn

Cu 1: Anh v ang chy nhng dn no?

Nm 2011, anh chy dn Canon (IXUS - Kiu hnh tng gc nhn), y l mt cuc

thi do Canon tchc, mt cuc thi nh trc tuyn. Do , y mnh truyn thng, to tr

chi trn cc trang cng ng x hi nh Facebook, din n thu ht slng ngi tham

gia.

Hin ti, nm 2012 anh ang thc hin dn Fujitsu (Fujitsu LIFEBOOK Vietnam).

y cng l mt cuc thi nh, ghp nh chp vi my Fujitsu, mang tnh ngh thut v t

tin. Cuc thi do Fujitsu tchc, thu ht cc bn tram m chp nh v ttin thhin bn

thn.

Cu 2: Trong mi dn , Anh givai tr g?

Trng dn (Project manager). Hu ht nhng dn ny chyu thc hin trn

trang cng ng Facebook.

Cu 3:Anh thc hin cng vic nh thnov qu trnh lm vic vi khch hng ra

sao?

Khi nhn c li mi ca khch hng, anh snghin cu k yu cu, mc tiu ca

khch hng t ra v ngn sch nh thno ln khoch v lp bo gi cho khch hng.

Tip theo , gi nhng ti liu ny qua cho khch hng v xt duyt. Nu khch hng ng


50/71



, anh stip tc trin khai thc hin v btr nhn s. Trong qu trnh chy dn, anh s

bo co kt qu tng giai on ca dn, chnh sa v thay i ni dung nu khch hng

yu cu. Kt thc mi dn, slm bo co tng kt mi chin dch v thanh l dn.

Cu 4: Anh c tng tc v bo co tnh hnh vi khch hng thng xuyn khng,hnh thc bo co nh thno?

Trong qu trnh gi bo co cho khch hng sc qu trnh gii p nhng thc mc

v thng bo nhng tnh hnh khn cp cho khch hng. Thng thng, trong qu trnh s

lin hqua mail, khng gp mt trc tip trkhi c nhng thay i t xut v c sng

ca hai bn trong nhng tha thun.

Cu 5: Theo Anh shi lng ca khch hng khi sdng dch vti cng ty mnh th

da vo nhng yu tno?

Trong qu trnh khch hng s dng dch v ti cng ty, th shi lng ca khch

hng c tha mn qua nhiu yu t:

u tin l cht lng dch vcung cp. Cht lng dch vyl cht lng

ca dch vt vn v qu trnh thc thi nhng cam kt nh trong hp ng. Cht lng dch

vcn c thhin kha cnh khc l cht lng ca nhn vin cng ty trong qu trnh

lm vic vi khch hng. Nhn vin chuyn nghip, trnh chuyn mn tt v c khnng

t vn, gip khch hng hiu r v tin tng dch vca cng ty.

Thhai, l chm sc khch hng tt. iu ny thhin thi v tinh thn ca

nhn vin. Thi nhn vin thn thin v tinh thn thoi mi, lch skhi gii p nhng

thc mc ca khch hng.

Cu 6: Theo Anh cm nhn, th nhng khch hng Anh phtrch u hi lng vi kt

qut c hay khng?

Vi nhng dn anh lm th khch hng u tra kh hi lng v mong mun hp

tc vi cng ty trong nhng dn tip theo.


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Cu 7: Anh c gp kh khn g khi chy nhng dn ny khng?

Trong qu trnh chy mt dn th khng phi tt ccc mng ca dn cng ty u

tthc hin v i khi phi thu nhng nh cung cp bn ngoi, nh ngi theo di, qun tr

thng tin trn Facebook, din nCht lng ca ngun cung cp nycha cao nn dnn nhiu kh khn khi anh phi chnh sa v xc nhn thng tin, kt qucng vic khng

nh mong i nn bn thn phi tchnh sa nhiu.

Cu 8: Theo Anh ngh th cng ty mnh nn c nhng hot ng g nhm nng cao

shi lng ca khch hng v htrung thnh vi mnh?

Vvn ny theo anh ngh th hin ti cng ty mnh cng c th lm hi lng

khch hng hin ti. Tuy nhin, mi trng ngy cng thay i, ci g cng pht trin nn

cng ty mnh nng cao shi lng ca khch hng th cht lng dch vphi c u

tin hng u, khng ngng nng cao v ci tin dch vp ng nhu cu ngy cng cao

ca khch hng. Bn cnh vic nng cao tng gi dch vth cng phi a dng ha cc gi

dch vca mnh, y mnh vic nghin cu v pht trin cc dch vmi theo pht trin

v xu thca thtrng, y mnh hn na cc cng ctrong k thut s.

Nhn vin 2: Chng ThThanh Ngn

Cu 1: Ch v ang chy nhng dn no?

Nm 2011, chc tham gia mt sdn nh Heineken, trng doanh nhn c Nhn

Tm, chng trnh ca xe Ford Fiesta, chng trnh ca C gi H Lan, Samsung. y u

l nhng dn ln nn chbp lc rt nhiu.

Hin ti, ch ang chy nhng d n nh trng RMIT (mt ngy lm sinh vin

RMIT), Ponds, cuc thi ca Ford Ranger

Cu 2: Trong mi dn , Chgivai tr g?

Trong mi dn, chl ngi iu hnh hot ng, trng dn.


52/71



Cu 3: Ch thc hin cng vic c thnh thno v qu trnh lm vic vi khch

hng ra sao?

i vi mi dn, th hu ht quy trnh ch lm vic ging nhau v ging vi quy

trnh lm vic chung ca cng ty. u tin ch s lin lc v gp khch hng, hiu rnhng mc tiu ca khch, sau thc hin dch vt vn ca mnh qua vic thuyt trnh

vi khch hng nhng gi dch vcng ty mnh sthc hin. Quan trng l giai on thuyt

phc khch hng h tin tng vo dch vca mnh, tha thun chi ph i ti k kt

hp ng. Tip theo, sau khi k kt c hp ng th bt u chy chin dch, trong qu

trnh chy sbo co tin hng tun, thng bo cho khch hng nhng tin t xutKt

thc mi chin dch th slm bo co cui cng v thanh l hp ng.

Cu 4: Chc tng tc v bo co tnh hnh vi khch hng thng xuyn khng,

hnh thc bo co nh thno?

Khch hng chbit chng ta lm vic nh thno qua bo co hng tun. Hnh thc

lin httrc ti ginhanh nht l qua mail, khi khch hng ddng xem v dtrli

li cho mnh m khng cn mt thi gian ca hai bn gp nhau trkhi c vic t xut v

quan trng.

Cu 5: Theo Chshi lng ca khch hng khi sdng dch vti cng ty mnh davo nhng yu tno?

Theo ch, shi lng ca khch hng da vo nhiu yu t, khch hng c quyt nh

thc hin nhng chin dch tip theo vi cng ty mnh na hay khng ty thuc vo tnh

minh bch trong mi dn v trong ccch lm vic, bo gi cho khch hng. Mt yu t

na l ci tm ca nhn vin, quan tm thc sn hiu quca chin dch, khng phi ch

bit chy theo nhng mc tiu m ht ra. Bn cnh , qu trnh t vn ca mnh c

thc hin min ph v h trkhch hng ht sc nhit tnh v chng sgp phn lm

nng cao shi lng ca khch hng hn.


53/71



Cu 6: Theo Chcm nhn, th nhng khch hng Chphtrch u hi lng vi kt qut

c hay khng?

Nhng chin dch t trc ti gi ch thc hin th khch hng hi lng, khng c

phn nn g c.

Cu 7: Chc gp kh khn g khi chy nhng dn ny khng?

Dn no chcng c gp kh khn ht. Nhng kh khn ln l khi chlm vic vi

nhng khch hng khng hiu bit nhiu vtip thk thut s, hkhng thhiu mnh ni

g v chmt nhiu thi gian lm cho khch hng hiu c v to stin tng. Thm vo

, v khng bit vk thut s, nn khch hng ca mnh khng bit o lng kt qunh

thno, chnhn vo mt ni, v khng to c stin tng khi chgi bo co cho hng

tun. Tm li, vi nhng khch hng nh thny lm chmt nhiu thi gian. Nhng quan

trng, chvn mun lm vic vi h, v lm nh thno hhiu.

Cu 8: Theo Chngh th cng ty mnh nn c nhng hot ng g nhm nng cao

shi lng ca khch hngv htrung thnh vi mnh?

Theo ch nng cao s hi lng ca khch hng khi s dng dch v ti cng ty

chng ta phi thng xuyn sng to nhng dch vmi, p ng nhu cu ca th trng

ngy cng kht khe trong vic la chn dch v. Bn cnh , khch hng hiu nhng

dch vchng ta ang chy v hiu qunh thno th cn hng dn khch hng nhng

cch o lng hiu quhc thtnh gi v kim tra khng nht thit phi thng qua

nhn vin t vn ca cng ty mnh.

Nhn vin 3: ChNguyn Kim Ngn

Cu 1: Ch v ang chy nhng dn no?

Chtng chy nhiu dn, nhng dn ca nm2011 nhUmami ca Ajinomoto,

dn Freshkon. Nm 2012, chvn tip tc chy dn ca Mn ngon Vit Nam, cuc thi

Acer - yu tht khc, Cook with Love


54/71



Cu 2: Trong mi dn , chnm vai tr g?

Vi mi d n ch ch yu lm vic trn Facebook, vi vai tr ch ti khon ca

nhng trang qungb.

Cu 3: Ch thc hin ng vic c thnh th no v qu trnh lm vic vi khchhng ra sao?

Cng vic cthca chl qun l nhng trang x hi ca dn ang chy, xy dng

ni dung pht trin nhng trang , lm sao thu ht nhiu ngi tham dv bit n

chng trnh ca mnh. Cng vic ny i hi khnng qun l, nm bt v xl thng tin

hiu qu.

Qu trnh lm vic vi khchhng:u tin chnhn m tyu cu tkhch hng,gm mc tiu, i tng ca dn t s lm hp ng t vn v khoch thc

hin. Sau , trnh by trc khch hng, nu khch hng duyt th hai bn sk hp ng v

bt u chy d n. Trong qu trnh chy d n, phi theo di tnh hnh v x l khng

hong (nu c).

Cu 4: Chc tng tc v bo co tnh hnh vi khch hng thng xuyn khng,

hnh thc bo co nh thno?

Trong qu trnh chy dn, chphi bo co hng tun vi khch hng v tin

thc hin tng giai on v bo co tng kt sau chin dch. Bo co tng kt chin dch s

lm Powerpoint v thuyt trnh kt quchin dch trc khch hng. Trong qu trnhchy

phi thng xuyn cp nht v lin hqua th in tvi khch hng c sthay i v

chnh sa kp thi khi khch hng yu cu.

Cu 5: Theo Chshi lng ca khch hng khi sdng dch vti cng ty mnhda

vo nhng yu tno?

Vi nhng dn chchy, th shi lng ca khch hng ph thuc v cht lng

dch v v kh nng gii quyt tt nhng tnh hung xu trong qu trnh chy d n,

khng gy hu quv nh hng ti khch hng.


55/71



Cu 6: Theo chcm nhn, th nhng khch hngmchphtrch u hi lng vi

kt qut c hay khng?

Theo chth nhng dn chlm khch hng u kh hi lng v khng c thi g

ht, ni chung hhi lng vi kt quhnhn c.

Cu 7: Chc gp kh khn g khi chy nhng dn ny khng?

Kh khn th m khng ht, v thc s lm cng vic t vn v qua trc tuyn rt

kh o lng. Kh khn nht ca chl vthi gian, mt lc chang chy rt nhiu dn

v cng vic nhiu, gy kh khn, lm khng ht vic c giao. Cn mt snguyn nhn

na nh ngun cung bn ngoi cha dt cht lng cao nh mnh yu cu.

Cu 8: Theo chngh th cng ty mnh nn c nhng hot ng g nhm nng caoshi lng ca khch hng v htrung thnh vi mnh khng?

Theo chnng cao shi lng ca khch hng khi sdng dch vt vn ca cng

ty Emerald th cn phi nng co tnh sng to. Sng to trong cng vic, trong vic x l

tnh hung v trong cch thc lm vic vi khch hng. Ty khch hng chng ta s c

nhng cch lm vic khc nhau mang li hiu qucao. Nhng chthy quan trng mu

cht vn l cht lng dch vca mnh, phi ci thin v pht trin hn na.

3.2.2.2.

Kt lun tnghin cu nh tnh

Kt qunghin cu nh tnh l tbn thn nhn vin cng ty, l nhng kt quv

cm nhn c khi nhn vin cng ty lm vic trc tip vi khch hng. Ta c thnhn thy

rng, shi lng ca khch hng c thhin nhiu khu v stng tc ca cng ty nh

thno vi khch hng. Qu trnh lm vic trc tip vi khch hng ca nhn vin cng ty

khng nhiu, tuy nhin nhn vin ng mt vai tr quan trng trong vic lm tha mn v

nng cao shi lng ca khch hng.Tkt qunghin cu nh tnh c thrt ra c mt skt lun sau:

-

Qu trnh lm vic ca nhn vin cng ty vi khch hng chyu c thc hin qua

vic gi th in t, tip xc trc tip khch hng khng nhiu, y cng l c tnh

ca ngnh dch vt vn nh Emerald.


56/71



-

c trng ca vic la chn i tc thc hin chin dch ca khch hng l sc s

u thu gia nhiu cng ty t vn dch vkhc nhau. Do , giai on khch hng

ng thc hin dch v ca mnh hay khng l khu thuyt trnh, trnh by

tng v t vn cho khch hng. Giai on ny, nhn vin t ip xc vi khch hng rt

quan trng v phi to stin tng cao, vi mt tc phong lm vic chuyn nghip,

thi tch cc v sng to.

-

Khch hng c hi lng vdch vt vn ca mnh hay khng c nh gi qua thi

hp tc ca nhn vin, chng trnh c t c mc tiu ra hay khng, chi ph

ca khch hng bra c ph hp vi kt qum hnhn c hay khng.

- Qu trnh lm vic vi khch hng c nhiu kh khn do c trng ca ngnh tip th

k thut s, khch hng nu khng am hiu vnhng cng cth rt kh gii thch vt vn khch hng sdng dch vti cng ty. Bn cnh , tip thk thut srt

kh o lng v o lng qua nhng cng cphc tp, chuyn mn nn khch hng

khng thto lng c, t sdn n sthiu tin tng khi nhn vin bo co

tnh hnh hot ng.

-

Qu trnh lm vic vi khch hng ti cng ty i theo mt chui nhng hot ng

v khng thtch ri. l khu tip nhn yu cu, lm hp ng t vn, lp bo gi,

thuyt trnh trc khch hng, k kt hp ng, tchc thc hin, bo co tin vthanh l hp ng.

- Ngoi ngun lc bn trong ca cng ty, cht lng dch v thc thi cn ph thuc

nhiu vo nhng ngun lc bn ngoi nh i ng cung cp cc dch vkhc nh

qung co trn bo, trniTt cnhng nh cung cp ny, nhn vin cng ty lin

hnhng khng thm bo ht c kt quv khnng lm vic ca h. Thc

cht, cng ty lm vic theo hai hng, thnht l vi khch hng cng ty nhn d

n, thhai l nhng ngun cung cp cc dch vkhc cng ty hon thnh mc

tiu ca khch hng. y l mt slin hhai chiu, nh hng v tc ng ln nhau,

nhng shi lng ca khch hng chc nh gi qua cung cch lm vic ca cng

ty, c thgy kh khn cho nhn vin.


57/71



3.2.3M hnh shi lng ca khch hng khi sdng dch vt vn ti cng ty

Emerald Digital M arketing.

Hnh 3.6 M hnh shi lng ca khch hng khi sdng dch vti cng ty

(Ngun: Tc gi)

M hnh shi lng ca khch hng khi sdng dch vt vn ti cng ty Emerald

Digital Marketing c xc nh da vo 5 yu t:

Thnhtl hnh nh ca cng ty. Hnh nh ca cng ty c nh gi bao gm uy

tn ca cng ty, tc l nhng vic cng ty cam kt thc hin nh gi bo co ng hn, thc

hin ng nhng iu khon trong hp ng. Hnh nh cng ty cn l thi ca nhn vin

khi lm vic vi khch hng. Nhn vin chuyn nghip, thn thin, chuyn mn t vn gii

hay khng?

Thhail gi trcm nhn ca khch hng, l cm nhn chi ph khch hngbra

c ph hp vi kt quthu c sau chin dch hay khng. y l gi trcm nhn chv

mt chi ph, cm thy ph hp th khch hng stin tng v sdng dch vca cng ty.


58/71



Thbal smong i. y l nhng mong i nh t c mc tiu ra, c

gi bo co ng thi hn, thtc hnh chnh n gin, dch vt vn a dng v c nhiu

la chn, mong i c o lng kt quchnh xc sau mi chin dch.

Thtl cht lng dch v. Ti cng ty Emerald, cht lng dch vbao gm haimt, u tin l cht lng dch vt vn v thhai l cht lng ca dch vthc thi. Cht

lng dch vt vn c thhiu l hp ng a ra thuyt trnh trc khch hng gip h

tin tng, v c nhiu la chn khi c t vn v trin khai thc hin. Cht lng ca dch

vthc thi chin lc l nhng cng c, nhng knh, phng php cng ty ssdng

thc hin cam kt vi khch hng, v nhng kt quny so lng c.

Thnml strung thnh ca khch hng. Strung thnh vi khch hng thhin

qua hai kha cnh. Khch hng stip tc sdng dch vt vn ca cng ty nu c dn

mi v khch hng sn sng gii thiu dch vt vn ca cng ty Emerald vi nhng i tc

ca mnh.

3.3. Kt lun chng 3

Thng qua chng ny, thc trng khch hng sdng dch v ti cng ty c

khi qut v gip ta c ci nhn tng quan hn. Bn cnh , thng qua vic phn tch k t

qunghin cu vnh tnh ln nh lng, chng ta c ci nhn r hn vthc trng khchhng sdng dch vt vn ti cng ty v thc trng nhn vin lm vic vi khch hng nh

thno.

M hnh shi lng ca khch hng khi sdng dch vti cng ty cng c m t

vi y nm yu t l cht lng dch v, smong i, gi tr cm nhn, hnh nh

cng ty v lng trung thnh. Shi lng ca khch hng c nh gi mt cch cht chv

lin kt vi nhau to nn mt ththng nht v hon chnh.


59/71



CHNG 4:

HNG XUT GII PHP NHM NNG CAO SHI

LNGCA KHCH HNG KHI SDNG DCH VTI CNG

TY EMERALD DIGITAL MARKETING

4.1. xut gii php

4.1.1.Gii php vnng lc: cht lng dch v

C sxut gii php

Da vo kt qunghin cu nh tnh, hin ti khch hng v cnhn vin cng ty

u ang chp nhn v hi lng vi dch vcng ty ang cung cp song nu vmt tng lai

th cha thduy tr c.

Xt vbn cht, tt cshi lng ca khch hng u bt ngun tcht lng dch

vdc cung cp ti cng ty. Do , vic nng cao cht lng dch vv p ng nhng

nhu cu mi trong tng lai liu cn thit v bt buc phi thc hin.

Ni dung gii php

Xt vdch v ti cng ty, c hai cht lng dch vcn c nhiu thay i v pht

trin hn:

Thnhtl vcht lng dch vt vn. Cht lng dch vt vn l nhng xut

cng ty c nhn vin t vn trnh by vi khch hng sau khi nhn c yu c u thuyt

phc hchp nhn hp tc vi cng ty. Trong cht lng dch vt vn, xt n cht lng

ca nhn vin t vn v nhng dch vi km. Do :

o to nhn vin c kin thc chuyn su vtt cnhng dch vti cng ty. Nhn

vin t vn cho khch hng khng chdn thun nm r lnh vc bn thn phtrch mcn nm vng tt cc chlm vic v bn cht ca nhng i lm vic khc.o to:

-

Kin thc vqung co trn cng c tm kim (SEM), ti a ha trn cng c tm

kim (SEO).

-

Kin thc vtip thlan truyn

-

Kin thc vthit kv phn tch Website


60/71



-

Kin thc vqung co trc tuyn

o to nhn vin c khnng v hiu bit chnh xc vvic o lng kt quthc

hin trn nhng cng ctrc tuyn t c thgii thiu v gii p cho khch hng khi

o lng, to stin tng i vi kt qucng ty mang li ca dn.

- o to vvic o lng hiu quchin dch trn cng cGoogle. Mt thng thc

hin cp nht thng tin v c o to mt ln. Thc hin vo chiu th2 u tin

ca thng.

-

o to kin thc vo lng trn nhng cng ckhc, ngoi Google, nhng trang

o chstruy cp nh Alexa

Thhaivcht lng dch vthc thi vic t vn. Bn cnh cng ty sdng nhng

gi dch vtrn cng ck thut sdo ngun lc cng ty thc hin cam kt cho khch hngth cn sdng nhng ngun lc bn ngoi nh qung co trn bo, tp ch, ng tin trn cc

bo do :

Vi i ng nhn vin cng ty cn c thng xuyn kim tra, nng cao trnh

chuyn mn v pht trin nhng lnh vc dch vmi nh Mobile Marketing.

-

Thi gian kim tra vo khong gia nm, thc hin nhng bi kim tra kin thc v

chuyn mn ln kin thc c o to.

-

Tnh im thng hng thng qua thnh tch lm vic mi dn.

Khuyn khch tinh thn chng v sng to ca nhn vin hn na trong qu trnh

lm vic, nh gi nng lc nhn vin qua khnng sng to.

Vi ngun lc thu bn ngoi, do sbp bnh v khng ng u nn snh hng

n cht lng ca dch vthc thi. V thcng ty cn c mt ngun lc n nh, hp tc

lu v xy dng tinh thn, thi lm vic tt vi cc nh cung cp trnh tnh trng bp

v gy kh khn cho cng ty.

-

Tuyn dng thm cng tc vin vit bi cho dn, lm vic bn thi gian v c rng

buc cht ch.

- Duy tr quan hvi ngun lc cnh nh i ng ng bi, i qun l trn cc

din n, cc trang cng ng.


61/71



ng nht vkhu lin hbo gi v khu k kt hp ng cng vi mt nhn vin

cng ty cung cp dch v.

-

Trong qutrnh lin hxin bo gi nh qung co, bi PR, mua chtrn cc din

n v qu trnh k kt hp ng, nn thng nht lin hvi mt nhn vin cng tytrnh tnh trng k kt vi mt nhn vin khc sgy kh khn sau ny.

-

C mt hthng tng hp li tt cthng tin lin quan n nhng ngun cung bn

ngoi, va ch, thng tin lin hthun li hn trong qu trnh lm nhng dn

ktip.

Tnh khthi ca gii php

Cng tyEmerald vi phng chm chin lc pht trin lu div ang tng bc

nng cao cht lng dch vnn chng trnh ny cng nm trong khoch di hn.

Nhn lc: gim c Nguyn Khoa Hng Thnh c trnh chuyn mn cao, vng, c

kinh nghim trong vic ging dy ti cc trng o to Marketing, c ththc hin vic o

to trong ni bcng ty, khng cn thu nhn vin o to bn ngoi do chi ph sthp.

Tnh hnh ti chnh ca Emerald n nh v c thduy tr lu di.

Phng tin htrcho vic o to c: phng hp, my chiu, cc cng c htr

khc

Thi gian thc hin: Thng 4/2012 xut khoch cthvchng trnh o to v

strin khai trong 3 thng ca qu 3 nm 2012

4.1.2. Gii php vpht trin bn vng v trch nhim x hi (CSR Coporate Social

Responsibility).

Pht trin bn vng l khnng p ng nhng nhu cu hin ti m khng nh hng

ti nhu cu pht trin trong tng lai. Do ,spht trin bn vng trong doanh nghip l

chin lc pht trin ca doanh nghip trong di hn, c khnng sinh li nhun thi im

hin ti, pht trin cao hn na trong tng lai v bn vng trong di hn.

Trch nhim x hi ca doanh nghip (CSR) l cam kt ca doanh nghip di vi o

c kinh doanh v ng gp vo pht trin kinh tbn vng, nng cao cuc sng cho ngi

lao ng v gia nh, cng ng a phng v x hi. CSR c coi l m t yu tquan


62/71



trng nh nhng yu ttruyn thng khc nh chi ph, cht lng v giao hng trong kinh

doanh. CSR c lng ghp vo chin lc kinh doanh ca doanh nghip v trthnh iu

kin bt buc doanh nghip tn ti v pht trin.

C sxut gii php

Trong bi cnh Vit Nam ang trong giai on chu tc ng suy thoi kinh t th

gii, sbin i kh hu th vic pht trin bn vng trthnh mt trong nhng chin lc

tm im ca chin lc pht trin doanh nghip trong thi gian sp ti. Mt khc, Vit Nam

ang trn pht trin ha nhp vo nn kinh tthgii, thgii ang bt u v bc vo

giai on pht trin bean vng th Vit Nam cng phi theo xu thchung.

Thc tca cc doanh nghip trong v ngoi nc cho thy, u t cho pht trin bn

vng khng nhng l mc ch pht trin lu di cho doanh nghip m cn cho c cng

ng. V nu chbit chm lo cho bn thn doanh nghip th doanh nghip Vit Nam khng

thvn ra tm thgii. Hn ht, hin ti thgii l mt tng th thng nht v lmt h

thng cht ch, mt vic nh hng n mt nc trn thgii snh hng n ton b

nhn loi.

Trong chin lc pht trin bn vng th hu ht cc doanh nghip Vit Nam u a

vchng trnh trch nhim x hi ca doanh nghip.

(Theo nhn nh ca Nguyn Cng Minh - Gim c phng pht trin bn vng ca

Holcim, Tp ch thng mi thy sn 01/2011)

Vi doanh nghip Vit Nam khi nim trch nhim x hi cn kh mi mv cha

c p dng cha c rng ri v cha c phng php ng n.

Nu trch nhim xhi ca doanh nghip vbquy tc ng xc hiu ng v

thc hin ng, ph hp vi lut php quc gia th vic thc hin trch nhim xhi chnh l

vic lm mcc bn u c li: l uy tn v tnh cnh tranh ca doanh nghip c tng

ln; quyn li v nhn phm ca ngi lao ng c bo m tt hn; v vic thc hin

lut php quc gia cng c tt hn, tnh cnh tranh ca cnn kinh tcng cao hn, mi

trng u t tt hn.


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Ni dung ca gii php

Trong chin lc pht trin bn vng th hu ht cc doanh nghip Vit Nam u a

vchng trnh trch nhim x hi ca doanh nghip.

Gign v pht trin bn sc vn ha cng tyDuy tr vic xy dng vn ha chuyn nghip.

-

Chuyn nghip trong khu tip xc khch hng. Nhn vin chuyn nghip c th

hin trong vic ng gi, tc phong nghim tc lm vic hp l v sdng y

nhng phng tin htr.

- Sphn quyn v trch nhim r rng gia nhng c nhn v

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