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HC VIN CNG NGH BU CHNH VIN THNG
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LU TH THU
GII PHP HON THIN HOT NG MARKETING MIX I VI DCH V MYTV CA CNG TY PHN
MM V TRUYN THNG VASC
Chuyn ngnh: Qun tr kinh doanh
M s: 60 34 05
TM TT LUN VN THC S
H NI -2012
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Lun vn c hon thnh ti:
HC VIN CNG NGH BU CHNH VIN THNG
Ngi hng dn khoa hc : TS. Nguyn Vn Tn
Phn bin 1:
Phn bin 2:
Lun vn s c bo v trc Hi ng chm lun vn thc s ti
Hc vin Cng ngh Bu chnh Vin thng
Vo lc :. gi . ngy . thng . nm 2012
C th tm hiu lun vn ti:
- Th vin ca Hc vin Cng ngh Bu chnh Vin thng
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PHN M U
IPTV l dch v truyn hnh s tng tc th h mi, s ra i
ca cng ngh v dch v ny l mt cuc cch mng v s hi t
gia truyn thng v truyn hnh, c coi l cng ngh truyn hnh
th 3(Sau truyn hnh Analog v truyn hnh s). IPTV mang li
nhiu tin ch, kh nng thch ng cng ngh tin tin vi s tng
tc ca ngi s dng dch v v cng ng.
Hin nay, trn th trng Vit Nam ang c mt s nh cung
cp dch v IPTV ln nh FPT, VTC, Viettel v VASC. Cng ty phn
mm v truyn thng VASC ni bt nht trong s nh cung cp vi
dch v MyTV, tn dng c c s h tng Vin thng trn 63 Tnh
thnh, c bit l mng bng rng s 1 Vit Nam
Cng ty lun khng ngng sng to to ra nhng sn phm,
dch v tin tin, p ng tt nht nhu cu ca khch hng trong v
ngoi nc. Trong dch v MyTV l dch v truyn hnh tng tc
da trn cng ngh IPTV c cung cp thng mi t thng
10/2009. Trong qu trnh t chc kinh doanh dch v, Cng ty t
c mt s thnh cng c bn nh: Th phn lin tc tng, thu bao
tng v c th trng n nhn. Tuy nhin thc tin cho thy cn
nhiu hn ch trong hot ng marketing dch v, lm cho dch v
MyTV cha pht trin tng xng vi yu cu. Vi ngha ti
la chn ti Gii php hon thin hot ng Marketing-Mix i
vi dch v MyTV ca Cng ty Phn mm v Truyn thng VASC
nghin cu nhm gp phn pht trin dch v hn na ginh thng
li trn th trng cung cp dch v IPTV m Cng ty VASC ang
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thc hin v trin khai trn 63 tnh thnh trn c nc.
Ngoi phn m u, kt lun, mc lc v ti liu tham kho, ni
dung ca lun vn c trnh by trong 3 chng:
Chng 1: C s l lun v hot ng Marketing mix i vi dch v
Chng 2: Thc trng hot ng Marketing-Mix i vi dch v
MyTV ca Cng ty phn mm v truyn thng VASC
Chng 3: Gii php hon thin hot ng Marketing Mix i vi
dch v MyTV ca Cng ty phn mm v truyn thng VASC
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CHNG I
C S L LUN V HOT NG MARKETING- MIX
I VI DCH V
1.1 Tng quan v Marketing v marketing mix
1.1.1 Tng quan v Marketing
Theo Philip Kotler - nh Marketing hc li lc ngi M ni
Marketing l mt dng hot ng ca con ng nhm tho mn
nhng nhu cu v mong mun ca h thng qua trao i.
Trong c th hiu - Mong mun ( Wants) l mong mun t
nhin ca con ngi c cc c th ca mi c nhn tha mn nhu
cu v mong mun ca mnh theo tm hiu bit v tnh cch, vn ha
ca tng vng min, mong mun ca con ngi khng ngng pht
trin v c hnh thnh trong iu kin kinh t, chnh tr, x hi, gia
nh, tp qun, trng hc, nh th, trng hc
- Nhu cu (Needs) l nhu cu v s thiu ht m con ngi cm
thy c nh s khng lo m, thiu thn, khng iu kin nh
c i hc v s yu thng chm sc, n c th hin mt cch
ring bit theo mi cch ca con ngi
- Trao i ( Exchange) l hnh vi trao i t ngi ny cho
ngi kia trn s t nguyn ca c hai bn v s trao i chnh l
mt tin trnh lm gia tng gi tr ca tng doanh nghip
1.1.2. Khi nim hot ng marketing mix trong kinh doanh
dch v
Trong qu tnh sn xut kinh doanh, doanh nghip phi hp
hay sp xp cc cng c, nhng thnh phn ca Marketing mt cch
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ph hp vi hon cnh thc t ca doanh nghip tip cn v chinh
phc khch hng. Mt trong cc cch m t cc hot ng v cng c
m doanh nghip s dng chinh phc khch hng l Marketing -
Mix (Marketing hn hp). Marketing hn hp l h thng ng b
cc cng c c th kim sot c m doanh nghip c th s dng
tc ng v chinh phc khch hng.
Marketing mix l mt b phn cc bin s c th iu khin
c chng c qun l tho mn th trng mc tiu v t
c cc mc tiu ca t chc. Trong marketing- mix c nhiu cng
c khc nhau, mi cng c l mt bin s c th iu khin c v
c phn loi theo bn yu t gi l 4P( theo cch phn loi ca
Mc.Carthy). Bn yu t l:
+ Sn phm(product)
+ Gi c (price)
+ Phn phi (place)
+ Xc tin hn hp ( promotion).
Cc doanh nghip m sn phm ch yu l sn phm dch v
thng s dng 4 yu t chnh v cng thm 1 yu t hp thnh
phn nh c th v sn phm dch v ca mnh.
+ H tr sau bn hng ( after Sale)
1.2 Ni dung v hot ng ca marketing- mix.
1.2.1. Thit k sn phm dch v
Trong mi trng kinh t cnh tranh, sn phm rt a dng
v phong ph, yu cu ca khch hng ngy cng cao, i hi doanh
nghip lun phi i mi sn phm dch v ca mnh v di con
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mt ca khch hng th sn phm l tp hp cc dch v v l tp hp
ng b cc hot ng dch v gip h tha mn nhu cu, qua cc
yu t ny doanh nghip cn c cc chnh sch chin lc ng n
pht trin sn phm. V vy cn a ra nhng quyt nh ph hp
vi tng sn phm dch v.
1) Quy nh v chng loi, danh mc sn phm.
Vy ta tm hiu danh mc sn phm l g? ta c th nh ngha
nh sau: Mt danh mc sn phm l mt tp hp tt c nhng sn
phm v mt hng, m ngi bn c th a ra bn cho ngi mua
mt li ch v cng dng ca sn phm
Quyt nh v chng loi sn phm v danh mc sn phm:
Chng loi hng ha l mt nhm hng ha c lin quan cht ch
vi nhau do ging nhau v chc nng, do bn cho cng mt nhm khch
hng, hay thng qua cng nhng kiu t chc thng mi, hay trong
khun kh cng mt dy gi.
2) Quy nh v nhn hiu sn phm.
Nhn hiu ( brand) c cc Doanh nghip rt ch trng trong
chin lc marketing cho tng sn phm ca doanh nghip v ngi
ta xc nh nhn hiu ca sn phm cho tng loi sn phm.
Quyt nh v nhn hiu
Doanh nghip phi quyt nh c gn nhn hiu cho hng ha
ca mnh hay khng, ai l ngi ch nhn hiu, t tn cho nhn hiu
nh th no, c nn m rng gii hn s dng tn nhn hiu hay
khng? iu ny ph thuc vo c im hng ha ca doanh
nghip, cch la chn knh phn phi, v th ca doanh nghip trn
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th trng.
3) Quy nh v cht lng sn phm.
Cht lng sn phm l ton b nhng tnh nng ca mt sn
phm hay dch v em li cho n kh nng tho mn nhng nhu cu
c ni ra hay c hiu ngm.
Quyt nh v cht lng sn phm
Cht lng v cht lng sn phm hng ho l phm tr
phc tp ,tng hp v kha hc cng ngh , kinh t x hi , t chc
qun l
4) Quy nh v nng sut.
Thm nhp su hn vo th trng dch v, quy nh ny c th
tng khi lng bn sn phm cho nhm khch hng mc tiu hin
ti bng cch gim gi cc, tng cng qung co, khuyn mi v
ci tin cc knh phn phi, pht trin sn phm mi.
5) Quy nh v dch v i km.
Trong thi i ngy nay th y ch l cng c quan trng
m bo li th cnh tranh ca cng ty (c bit l i vi cng ty
sn xut nhng mt hng c tnh cht cng nghip v nhng mt
hng c tnh cht k thut cao)
Quyt nh v dch v i km
Chin lc sn phm quc t cng bao gm c quyt nh v
cc dch v gn lin vi sn phm .Cc quyt nh ny lin quan
n iu kin s dng sn phm v kh nng, yu cu t chc bo
dng chng .
2.2.2. Chnh sch qun l v gi cc
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Gi l yu t linh hot nht ca Marketing Mix. Bi v, gi
lin quan n doanh thu cn cc yu t khc to nn chi ph c kh
nng thay i nhanh chng nh cc yu t v sn phm, knh phn
phi, xc tin hn hp,khi quyt nh mua khch hng thng quan
tm nht n gi v chnh gi lm cho nhng quyt nh c ng
n hn, v gi c chia lm hai yu t l yu t bn trong v yu
t bn ngoi.
+ Yu t bn trong l cc mc tiu marketing, marketing mix, chi
ph sn xut v cc yu t khc.
+ Yu t bn ngoi l cc cu th trng mc tiu, cnh tranh v
cc yu t khc ca mi trng.
Cc mc tiu chnh m doanh nghip c th la chn trong
vic nh gi:
nh gi nhm mc tiu pht trin cc phn on th trng.
nh gi theo chin lc ht vng.
nh gi theo th trng.
Mt s phng php xc nh gi ph bin hin nay l:
Xc nh gi da trn chi ph bnh qun cng li.
Xc nh gi trn c s phn tch iu kin ho vn v m bo
li nhun mc tiu.
Xc nh mc gi trn c s gi tr cm nhn c ca
hng ho.
Xc nh gi cn c vo mc gi hin hnh.
Xc nh gi phn bit.
Xc nh gi khuyn khch tiu th.
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Tnh hnh th trng lun thay i do vy cng ty s phi iu
chnh gi cho thch hp, c cc chin lc iu chnh gi sau: nh gi
theo nguyn tc a l, chit gi v bt gi, nh gi khuyn mi, nh
gi phn bit v nh gi cho danh mc hng ho
+ Cc yu t nh hng n nh gi
nh gi chu nh hng ca nhiu yu t bn trong nh: gim
chi ph sn xut, chin lc Marketing mix ca Cng ty, v chu tc
ng ca cc yu t bn ngoi nh: mc co dn ca gi, thu, cu
trc th trng.
2.2.3 T chc phn phi
Chnh sch v knh phn phi
- Knh phn phi c coi l con ng vn ng ca hng ha
v dch v t ni sn xut ti ngi tiu dng. Vi thi ca ngi
tiu dng th knh phn phi l nhng trung gian m h l nhng
khch hng phi mua nhng sn phm vi gi cao so vi nh sn xut.
Mt s knh phn phi c xp theo mc trung gian
- Knh phn phi trc tip:
-Knh phn phi gin tip:
-Knh phn phi truyn thng
- Knh phn phi theo chiu dc:
- Knh phn phi theo chiu ngang:
1.2.4 Cc hot ng xc tin hn hp
- Xc tin: L cng c cui cng ca Marketing Mix, gip
doanh nghip nm c thng tin v th trng khch hng, t c
bin php gii thiu v sn phm ca doanh nghip ti khch hng
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kch thch hiu qu bn hng. Cc hot ng ch yu ca xc tin hn
hp l: khuyn mi, qung co, hi ch trin lm, bn hng trc tip,
quan h cng chng v cc hot ng khuych trng khc.
Ni dung ca xc tin hn hp
Hot ng xc tin hn hp l hot ng cn thit nng cao
hiu qu kinh doanh ca doanh nghip. Mt doanh nghip phn phi
bn sn phm dch v ca cng ty mnh thng dng cc cng c ca
hot ng xc tin hn hp l:
- Qung co (Advertisement)
- Khuyn mi (Sale promotion)
- Quan h cng chng (Public Relation)
- Bn hng trc tip (Personal selling)
- Tuyn truyn (Publicity)
1.2.4 H tr sau bn hng
Cng tc h tr sau bn hng l cng c iu ho tt c cc
hot ng kinh doanh, nng cao c hiu qu ca cc yu t khc
cu thnh nn sc mnh ca doanh nghip c thc qua mt s cc
yu t sau:
Cng tc chm sc khch hng (hay dch v khch hng-Customer
Care)
Cng tc bo hnh sa cha
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CHNG II
THC TRNG HOT NG MARKETING - MIX I VI
DCH V MYTV CA CNG TY PHN MM V
TRUYN THNG VASC
2.1.3 Gii thiu dch v MyTV v nhng kt qu ch yu kinh
doanh dch v trong thi gian qua
MyTV-dch v truyn hnh a phng tin do Tp on Bu
chnh Vin thng Vit Nam cung cp, mang n cho khch hng hnh
thc gii tr khc bit:TRUYN HNH THEO YU CU
Dch v IPTV ca VNPT, do VASC trc tip xy dng v trin
khai trn phm vi ton quc vi tn gi thng mi MyTV, l sn
phm ca s hi t, ch vi mt thit b u cui, khch hng c th s
dng rt nhiu dch v khc nhau qua chic ti vi.
Mt s dch v in hnh ca MyTV
Dch v truyn hnh
Dch v truyn hnh theo yu cu
Cc dch v thng tin
Truyn hnh tng tc
Cc ng dng tng tc
Cc ng dng bng rng
Pay-per-View (PPV)
Tr chi theo yu cu (Games on Demand)
m nhc theo yu cu (Music on Demand)
Karaoke theo yu cu (Karaoke on Demand)
Dch v MyTV ca VASC khng phi l dch v truyn hnh
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IPTV xut hin u tin trn th trng Vit Nam(One TV-FPT,IPTV-
VTC). Nhng sau gn 3 nm cung cp, s lng thu bao dch v
MyTV l 750.000 thu bao, v c cung cp ti 63/63 tnh thnh
trong c nc, tng gp 3 ln so vi nm 2010.
2.2. Thc trng hot ng Marketing mix i vi dch v
MyTV ca Cng ty phn mm v truyn thng VASC
2.2.1. nh gi v hin trng cu trc v ni dung cung cp
trn h thng dch v MyTV
Ni dung cung cp ca dch v MyTV c chia thnh 03
nhm chnh:
Dch v truyn hnh: Bao gm cc knh truyn hnh trong nc
v quc t c sc. Bn cnh vic xem truyn hnh theo cch truyn
thng, khch hng c s dng cc tnh nng c bit nh Hng
dn chng trnh in t (EPG), Kha chng trnh (Parental Lock),
Truyn hnh xem li (TVoD), Tm dng (Time Shift TV), Lu tr
(PVR/NPVR), Tr tin theo tng chuyn mc (IPPV)
Nhm cc dch v theo yu cu: Khch hng c th thng thc
nhng ni dung c sc v hp dn theo yu cu vo bt k thi im
no cc ni dung bao gm Phim truyn theo yu cu (VoD), m nhc
theo yu cu (MoD), Karaoke theo yu cu (KoD), Games theo yu
cu (GoD)
Nhm cc dch v tng tc v GTGT: Chia s nh v Video
Clips (Media Sharing), Thng tin cn bit (T-Information), Tip th
truyn hnh (T-Marketing), Qung co (Advertising), Voting,
Messenger
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p ng tt hn nhu cu ca khch hng t thng 9/2011, My
TV c thm cc tnh nng u vit mi l PIP, MOSAIC .Tnh nng
PIP(Picture in Picture)l tnh nng hin th hai knh cng mt lc trn
mn hnh, mt mn hnh chnh v mt mn hnh ph. Tnh nng
MOSAIC l tnh nng h tr theo di ng thi 16 knh ang pht
16 ca s nh trn mn hnh.
Xy dng nhn hiu cho dch v
ngha ca Slogan: MyTV,Nhng g bn mun. Vi thng
hiu v slogan mun ngm truyn ti khch hng nhng thng ip
v dch v truyn hnh gii tr khc bit Truyn hnh theo yu cu
ngha c hiu khch hng s dng dch v MyTV khng ch dng
li vic xem truyn hnh n thun m cn c th xem bt c
chng trnh no m mnh yu thch vo bt c thi im no v s
dng nhiu dch v gi tr gia tng trn mn hnh tivi nh: Xem phim
theo yu cu, c truyn, karaoke, chi game.
V nhn hiu cc dch v con trong MyTV
Cc dch v con trong MyTV u c xy dng nhn hiu
khch hng d phn bit v nhn din:
c im ca cc gi dch v nh sau:
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Dch v truyn hnh: Cung cp cho bn nhng dch v truyn
hnh, truyn thanh c sc trong nc v quc t. Ngoi cc knh
truyn hnh theo chun SD (Standard Definition) thng thng, ln
u tin ti Vit Nam, MyTV cung cp cc knh truyn hnh c cht
lng hnh nh v m thanh tuyt ho theo chun HD (High
Definition).
Dch v gii tr: Cung cp cho khch hng s dng dch v
nhng chng trnh hp dn nh: Phim truyn, Th thao, Thiu nhi,
Nhp cu MyTV, m nhc, Karaoke, Phong cch sng
Dch v Thng tin: Cung cp cho khch hng nhng thng tin
hu ch, c th bao gm tin tc thi s, tin th thao, d bo thi tit,
thng tin v cc chuyn bay, thng tin cn bit trong cuc sng v
cung cp kt qu s s v.v
Dch v tng tc: Cung cp cho ngi s dng giy pht gii tr
vi nhng tr chi trn truyn hnh nh T ph MyTV, u gi
ngc, Chia s hnh nh v bnh chn qua truyn hnh.
Dch v t vn o to: Gm nhng chuyn mc. Sc khe lm
p, Gio dc o to v o to t xa
Dch v h tr: L nhng dch v chm sc khch hng khi s
dng dch v.
Dch v mua sm: Gm nhng mc Tip th truyn hnh
nh gi nhng thnh cng v hn ch ca dch v MyTV
* Nhng thnh cng ca dch v
Dch v MyTV c mt kho ni dung phong ph v hp dn
i vi khch hng
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Khong 136 knh pht ton quc: Live TV(38 knh truyn
hnh nc ngoi, 50 knh trong nc v 40 knh pht ti cc a
phng) cc knh truyn hnh qung b nh VTV1,TV2,VTV3, VTC,
HTV, v mt s knh gii tr hng u th gii nh HBO, Cinemax,
StarSports
Phim truyn hin c 1135 Phim l (450 phim HD, 685 phim
SD) trong : Phim hi 114, Phim hnh ng 281, Phim kinh d 39,
Phim hnh s 48, Phim tm l 159, Phim vin tng 41, Phim kinh
in 7. Hin c 89 b (trong 12 b min ph, 77 b tnh tin)
m nhc hin c 2709 bi (Nhc tr:1841, Quc t: 200,
Thiu nhi: 233, Tr tnh: 180, Cch mng: 20, Dn tc: 95, Th loi
khc: 83), Album: 5; Video clip: 3157 bi (Nhc tr: 2484, Quc t:
208, Tr tnh: 233, Cch mng: 22, Dn tc: 105, Th loi khc: 92),
Album: 20
Games: Java game: 403 games (Game mi: 44, Game hot 25:
, Vui nhn: 79, Kinh in: 22, Gio dc: 20, Hnh ng: 64, Phiu
lu: 52, Th thao: 32, Tr tu: 67)
* Nhng hn ch ca cht lng dch v hin nay
Cc knh (HBO, Starmovie).ca MyTV hay b mt ting
V tnh nng TVOD: 1 thi gian xy ra li TVOD xy ra nhiu
v kh hiu. l tnh trng nhiu khch hng phn nh chn xem li
chng trnh nhng ch mu trng d ang trong thi gian xem li,
vn l mu xanh l cy
Dch v Phim Truyn: Khch hng ch yu phn nh lin quan
n tnh trng qu ti, thnh thong xem phim bo li H thng ang
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bn xin th li sau v ngy hm sau KH mi tip tc xem c. KH
thy hi bt tin.
2.2.2. nh gi chnh sch gi v gi gi dch v
Chnh sch gi dch v: Khi dch v MyTV mi ra mt trn
th trng v khai trng vo thng 9/2009 th mc gi p dng cho
mi gi dch v c xc nh trong nguyn tc l chim lnh th
trng vi mc gi hp dn.
i vi cc gi dch v tr tin nh sau:
- MyTV 35.000/thng
- MyTV HD: 50.000/thng
- Full option SD: 110.000/thng
- Full option HD: 125.000/thng
i vi gi dch v theo yu cu (PayTV)
Gi phim l & phim b gi cc theo ln s dng 2000 5000/
phim/48h vi mc cc trn trong thng l 75.000/thng
Gi m nhc gi cc theo ln s dng 500/ln nghe vi mc
cc trn trong thng l 30.000/thng
Gi Karaoke gi cc theo ln s dng 500 1.000/ln ht vi
mc cc trn trong thng l 20.000/thng
Gi tr chi gi cc theo ln s dng 500 1.000/ln chi vi
mc cc trn trong thng l 25.000/thng
+ n ngy 01/05/2011. VNPT a dng ha thay i cc
gi cc vi mc ph thu bao gi sn t 50.000 - 135.000
ng/thng.
i vi cc gi dch v tr tin nh sau:
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- MyTV Silver: 50.000/thng
- MyTV Silver HD: 65.000/thng
- MyTV Gold: 120.000/thng
- MyTV Gold HD: 135.000/thng
i vi gi dch v theo yu cu (PayTV)
Gi phim l & phim b gi cc theo ln s dng 2000 5000/
phim/48h vi mc cc trn trong thng l 100.000/thng
Gi m nhc gi cc theo ln s dng 500/ln nghe vi mc
cc trn trong thng l 70.000/thng
Gi Karaoke gi cc theo ln s dng 500 1.000/ln ht vi
mc cc trn trong thng l 70.000/thng
Gi tr chi gi cc theo ln s dng 500 1.000/ln chi vi
mc cc trn trong thng l 70.000/thng
Ti thi im ny so snh mc gi dch v MyTV vi cc dch
v ca hng cnh tranh th mc gi ca MyTV l tng ng nhng
vi cht lng cao v thng qua gi cc hin ti th cng ty c th
nm bt c s tn ti ca dch v, sc chu ng, cng nh kh
nng cnh tranh ca mnh trn th trng
- S ra i ca 4 gi cc mi MyTV Silver, MyTV Silver
HD, MyTV Gold, MyTV Gold HD thu ht, pht trin thu bao mi
nhm tng thi lng, dung lng s dng dch v ca khch hng.
Khng nh MyTV l dch v gii tr hng u ca hin ti v tng lai
- Vi cht lng v ni dung dch v, bt u t ngy
01/11/2012, MyTV thay i gi cc MyTV Silver nh sau:
- Gi MyTV Silver: tng t 50.000 ng ln 60.000 ng/STB/thng.
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- Gi MyTV Silver HD: tng t 65.000 ng ln 80.000
ng/STB/thng.
- Gi MyTV Gold v MyTV Gold HD vn p dng theo mc cc
thu bao hin hnh:
- Gi MyTV Gold: 120.000/STB/thng.
- Gi MyTV Gold HD: 135.000/STB/thng.
Bng gi cc mi i vi dch v My TV ( Ph lc 1.a)
Bng gi cc cc ni dung tr tin trn My TV ( Ph lc 1.b)
Nhn xt:
u im:
Chnh sch ngng cung cp 4 gi cc c t 01.05.2011 v ra
i 4 gi cc mi: Vic ngng cung cp 4 gi cc c c Cng ty
VASC t chc bm st theo k hoch t cc vn bn hng dn
VNPT cc tnh/TP ti cng tc truyn thng trn tuyn, gii p thc
mc khch hng cng nh cc n v.
Nhc im:
Vic thay i gi cc cha linh hot cha a dng bng
nhiu hnh thc mi ch thng bo qua mng internet cha thng
bo qua bin lai tnh cc, v th nhiu ngi s dng ng k
MyTV t trc 1/5/2011 khng r gi cc ca mnh l gi cc
no, hay khi nhn vo cc dch v th thy bt phi i gi cc.
2.2.3 nh gi h thng phn phi v cc c ch lin quan n
h thng phn phi
MyTV ra i c 3 nm c phm vi cung cp dch v trn 63
tnh thnh trn c nc. Dch v MyTV ca VASC c phn phi
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20
qua cc VNPT tnh thnh, Cc Bu in TW v Cng ty CMC t
thng qua h thng ca VNPT tnh/TP thc hin cung cp dch v
MyTV ti khch hng
Tham gia vo qu trnh cung cp dch v MyTV th VASC ng
vai tr l nh cung cp ni dung, cn cc Vin thng tnh ng vai tr
l nh cung cp ng truyn ADSL.
2.2.4. nh gi cc hot ng xc tin thng mi
- Cng ty VASC thc hin qung co trn tuyn cn cn qung
co di tuyn giao cc VNPT tnh /TP thc hin c th nh sau:
* Hot ng truyn thng ca Cng ty VASC
* Hot ng truyn thng ca cc VTT/Thnh ph
u im:
- Mt s n v ch ng qung b dch v MyTV n vi
khch hng bng nhiu hnh thc v phng tin khc nhau, tip tc
pht trin v m rng cc chng trnh chm sc khch hng
Nhc im :
- Cng tc qung co cha chuyn nghip, ng b v thng
nht gia cc n v thnh vin trong VNPT.
VASC phi hp cht ch vi VNPT cc tnh/TP thc hin cc
chng trnh KM ti tng VNPT tnh/TP.
2.2.5 nh gi hot ng h tr sau bn hng
H tr sau bn hng l xy dng mt chui dch v chm sc
khch hng sau khi ng k s dng dch v nh: Gii p mi thng
tin thc mc ca khch hng trong qu trnh s dng dch v nh hi
p v tnh nng ca dch v, cc chng trnh h tr cho khch hng
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nh th no, mc gi cc ca tng dch v ra sao?
- Cc hot ng chm sc khch hng ch yu l:
+T khi khai trng n nm 2011: VASC thc hin 2
chng trnh CSKH ln nhm tri n n khch hng nhn dp MyTV
trn 1 tui v 2 tui. Hnh thc l tng qu n cc khch hng c
ARPU cao v c thi gian s dng dch v lu di. Cc chng trnh
ny do VASC ng ra thay mt Tp on trin khai v c khch
hng nh gi cao.
+ Cng tc bo hnh sa cha
Hin nay cng tc bo hnh c thc hin v phi hp bi 3
n v l cc VNPT Tnh, thnh, cc Trung tm bo hnh ca cng ty
C phn Cng ngh cao DKD c thc hin theo (S 2.2: Quy
trnh bo hnh STB)
S 2.2: Quy trnh bo hnh STB
Khch hng
VNPT Tnh/TP
Trung tm bo hnh
Bo li
Thu hi, gi
Sa v gi
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22
Chng 3
GII PHP HON THIN HOT NG MARKETING - MIX
I VI DCH V MYTV CA CNG TY PHN MM V
TRUYN THNG VASC
3.1 Nhng nh hng pht trin dch v MyTV ca cng ty
VASC
3.1.1 Mc tiu v phng hng n nm 2015
1, nh hng pht trin th trng mc tiu
2, nh hng pht trin sn phm, dch v
3, nh hng hot ng Marketing mix i vi dch v MyTV
ca Cng ty
4, Phn tch th trng i th cnh tranh ca dch v MyTV
3.2 Gii php hon thin hot ng Marketing - mix i vi dch
v MyTV ca VASC
3.2.1. Gii php thit k sn phm dch v
* Gii php nng cao cht lng dch v MyTV
Cht lng ca dch v MyTV lun l mi quan tm hng u
ca Cng ty. Cht lng ca cc dch v u ph thuc vo rt nhiu
yu t nh: gi ca cc gi dch v, thi gian thc hin cc dch v, v
khi ngi tiu dng s dng cc dch v....Vic la chn c nhiu
gi dch v l nh hng rt ln n s pht trin cc dch v mi ca
Cng ty.
- H thng x l cc s kin th thao cung cp trn MyTV (Fifa
Worldcup, Ngoi hng Anh,..).
- Nng cp h thng m rng dung lng knh ti trung tm v
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a phng nhm gia tng ni dung cho dch v.
* Gii php pht trin mt s dch v nh sau:
- Pht trin dch v hin ti (pht trin theo chiu su): l qu
trnh duy tr, thc y s tng trng ca doanh thu, tiu th dch v
v nng cao hn na cht lng dch v, lm tng sn lng dch v
hin ti trn th trng. c th l s thay i v s lng, cht
lng cc ni dung (phim, truyn, game,) hay pht trin da trn
vic hon thin dch v (v d nh gip ngi xem d dng tm kim
ni dung hn).
- Pht trin dch v mi (pht trin theo chiu rng): L vic
pht trin, a dng ho cc loi hnh dch v p ng tt hn nhu
cu ca khch hng bng cch m rng danh mc dch v (thm chng
loi dch v mi), p dng dch v mi du nhp t nc ngoi, t cc
i th cnh tranh hoc trin khai nghin cu v pht trin dch v mi
cn bn, cha tng c u nh:
3.2.2. Gii php hon thin chnh sch gi
* Gii php dnh cho cc thu bao
i vi gi cc thu bao th gi nguyn gi cc gi dch
v ang cung cp, b sung cc gi dch v c nhn ha
Xin xut cung cp thm 04 gi cc nhm p ng nhu
cu a dng ca khch hng v dch v.. C th c 3 loi gi xut
nh sau:
- Gi VAT MyTV: gi ny bao gm cc dch v tr tin khng bao
gm truyn hnh min ph. Gi cc ny c th t gi 0 ng tin
thu bao v ngi dng s ch phi tr tin cho cc dch v gi tr gia
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24
tng h s dng.
- Gi HD TV: gi ch cung cp ring cc knh truyn hnh HD
phc v cho nhm khch hng c nhu cu xem nhng nhm knh HD
hin ang cung cp vi nt cao.
- Gi Th thao v phim truyn l gi m bao gm ch c cc knh
th thao v cc knh phim truyn vi y cc chc nng TSTV,
NVPR
- Gi Live TV Free: Gi cc ny ch yu l mt s knh
truyn hnh ca i truyn hnh trung ng cng vi knh a
phng ti tng Tnh. i km gi ny l cc dch v tr tin nh
phim truyn, ca nhc,
* Cc dch v theo yu cu
Tnh cc PayTV theo gi cao im thp im
kch thch ngi tiu dng s dng dch v Pay TV nhm
tng doanh thu v sn lng th vic tnh cc PayTV cn linh hot
theo gi cao im v thp im c th nh sau:
* M rng phng thc thanh ton
- Thanh ton thng qua ha n.
- Thanh ton thng qua th tr trc, th ti khon.
3.2.3. Gii php hon thin h thng phn phi v cc c ch
c lin quan
* Gii php i vi knh phn phi hin ti
T chc knh bn hng trc tip ti siu th, ca hng in
my ln (p dng ti cc VNPT tnh thnh ph c nhiu siu th v
cc ca hng in my ln)
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25
VNPT giao cho cc vin thng Tnh, Thnh ph ln phi hp
vi cng ty VASC t chc knh bn hng ny trn c s tha thun
gia 2 bn v cc ni dung
* Gii php t chc li knh phn phi ca cc VNPT Tnh
thnh ph
Duy tr cc knh bn hng sau:
Knh bn hng qua in thoi hoc Interne,
Knh bn hng trc tip ti a ch khch hng (knh bn hng ch
yu): c t chc xuyn sut t t Tnh n khu vc.
Thit lp knh phn phi trc tip i vi nhm khch hng B2B
3.2.4. Gii php y mnh hot ng xc tin thng mi
Cn c vo thc trng cc hot ng xc tin thng mi v
qung b dch v MyTV, Cng ty VASC cn trin khai cc hot ng
truyn thng c trn tuyn v di tuyn c quy m t cp Tp on
VNPT n cp cc Vin thng tnh trn nhiu phng tin thng tin
i chng, t chc cc s kin gii thiu MyTV n khch hng.
3.2.5. Gii php hon thin hot ng h tr sau bn hng
Hot ng h tr sau bn hng l mt cng tc ht sc quan
trng trong mi trng cnh tranh hin nay chnh v vy cc hot ng
h tr c nng cao v ch tm vi nhiu hnh thc nh:
C chm sc khch hng tt th mi thu ht c khch hng
s dng dch v ca mnh nhiu hn v lu di hn. Chnh v vy,
cng tc chm sc khch hng ca VNPT cn c quan tm nhiu
hn na.
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26
3.2.6. Mt s gii php h tr khc
1,Gii php pht trin ngun nhn lc:
2,Gii php nng cao vn ha doanh nghip:
3.3 Mt s kin ngh
tn ta v pht trin bn vng nhm t c cc mc tiu
trong k hoch giai on 2011-2015 v nh hng pht trin th
trng IPTV trong nc v t cc nh mng quc t c nhiu nt
tng ng vi VNPT, c th rt ra mt s xut sau pht trin tt
nht dch v MyTV ca VNPT. tn c s h tng mng ADSL rng
khp vi cht lng c nh gi l tt nht trong th trng vin
thng ti Vit Nam hin nay.
Tp trung trin khai ni dung phong ph, tng cng hp tc
chin lc gia VNPT v cc nh i ni chung (gia n v cung
cp h tng mng v n v cung cp ni dung). c bit, khng nn
dch v MyTV v IPTV ca VTC v cc vin thng tnh cnh tranh
trc tip vi nhau nh hin ti, chuyn thnh hp tc trc tip gia
MyTV v cc nh i.
Cn tp trung y nhanh pht trin thu bao t ngng 1 triu
thu bao, t s c c s c thm ngun doanh thu t qung co.
y l mt ngun doanh thu tim nng v kh ln. Thc t trn th gii
nhiu nh mng bn bng gi dch v (khng c li), thm ch l b
cho t dch v khc cho IPTV t c ngng ny.
Thc t ti th trng Vit Nam, Viettel cung cp dch v
vi mc gi STB ch 300.000 VN (gi khuyn mi) , iu ngha l
h c mt phng thc kinh doanh tit kim hn phng thc hin
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nay ca VNPT. VNPT cn nghin cu cc phng thc mua STB
vi gi r hn nh: Mua tp trung vi s lng ln; Hp ng hp tc
chia s % li nhun t dch v; a dng ha nh cung cp STB to
cnh tranh.
Kt hp vi cc nh cung cp ni dung mi, cc knh truyn
hnh nc ngoi, lm phong ph s lng v chng loi.
Nng cp c s h tng truyn dn, kim sot cht ch khng
xy ra cc li h thng, iu m khin cc thu bao MyTV trn c
nc b ngt cung cp trong thi gian di.
m bo cung cp dch v cho nhu cu ng k s dng
dch v MyTV trong n nm 2015. VNPT cn tin hnh u t m
rng h thng m bo cung cp 1 triu thu bao trong giai on 2012-
2013 1,5 triu thu bao giai on 2014-2015.