truyỀn thÔng cỦa cÔng ty mazda

MN TRUYN THNG MARKETING TCH HP

BI BO COI. Gii thiu v cng ty.1. Bi cnh, lch s pht trin ca cng ty: Cng ty t Mazda xy dng v pht trin t mt cng ty nh c tn l Toyo Cork Kogyo Co., Ltd do Jujiro Matsuda thnh lp vo nm 1920, vi tr s chnh Hiroshima, Nht bn Lc Toyo Cork Kogyo ch yu ch to cc thit b my mc. n nm 1929, cng ty sn xut ng c t u tin, v nm 1931, xut khu 30 chic xe ch hng 3 bnh vo th trng Trung Quc. sn xut nhiu dng xe khc nhau, nhng chic xe c bit, tn tin v mang li s thoi mi, hi lng cho khch i xe. Nm 1934 Jujiro Matsuda i tn cng ty thnh Mazda Motor. nhiu ngi cho rng ci tn Mazda xut pht t Ahura Mazda, tn ca mt v thn la. Nhng theo mt s ngi, Mazda c cch pht m trng vi tn ca mt ngi sng lp l Jujiro Matsuda, ngi quyt nh i tn cho cng ty t lng trn trng i vi gia nh v nhng tn thn la. Mazda cn c ngha l s t do theo ting Ba T c. Vic thit k nhng chic xe hi ny c xy dng trn c s trit l k thut Kansei. Ngha l tt c cc yu t, suy ngh ca con ngi, cm gic, tnh cm ca ngi thit k u c cn nhc kt hp, th hin khi thit k bt k loi xe no. Mt chic xe mang suy ngh v tnh cm ca con ngi, chc chn s l ngi b ng tin cy ca bn i bt c u. Mazda sn xut nhng chic sedan u tin vo nm 1940, nhng phi ngng li do chin tranh th gii ln th 2. Ngy 6/8/1945, M nm bom nguyn t ph hu ton b thnh ph Hiroshima, trong c nh my ca Mazda Motors. Ci tn Mazda b xo s sut 15 nm sau.

Nhm thc hin: X7

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Nm 1959, Mazda tr li sau qu trnh ti thit v bt tay vo sn xut hng lot cc dng xe mi. Nm 1960 Mazda chnh thc tr thnh nh ch to t. Trong nhng nm 70 ca th k 20, y l thi i hong kim ca Mazda. L nh tin phong trong vic ch to nhng chic t c cng sut ln. Tuy nhin cuc khng hong du la nm 1973 y Mazda vo tnh trng kh khn khi ngi tiu dng M cng nh cc nc khc chuyn sang s dng loi xe tit kim nhin liu thay v dng nhng mu xe vi ng c quay tn nhin liu. Trc tnh hnh , Mazda nhanh chng chuyn sang sn xut xe vi ng c pit-tng v sn xut mt lot model ng c I4 trongut thp nin 70. Lc ny loi xe gia nh c nh gp phn khng nh trong vic tng doanh thu cho cng ty trn ton th gii. Nm 1978, Ford tr thnh c ng chnh ca Mazda v bt u khi phc v pht trin li Mazda. Nm 1978, Mazda cho ra i chic RX-7 hng nh, tip n l chic RX-8 hin i. Dng xe th thao mui trn ca Mazda (ni ting trn ton th gii vi model MX-5 hay Miata) c ly cm hng t quan nim jinba ittai-ngi nga hp nht ca ngi Nht. Nm 1979, Ford phn phi cc dng xe chnh ca Mazda ti chu u v Nht Bn. Vo thp k 80, Mazda chuyn t mt cng ty t ca Nht sang l mt b phn ca hng Ford l mt trong ba ng ln ca ngnh t M. y c coi l nhng nm thnh cng nht ca Mazda. Nm 1989, loi xe mui trn ca hng c gii thiu ra ton th gii v gt hi c nhiu thnh cng. Trong thi gian ny, Mazda v Ford thnh lp cng ty sn xut t u tin ti M vi tn gi l cng ty Auto Alliance International. Kt thc thp k 80, chic xe hi th thao Eunos Roadster (Mazda MX-5 hay Miata tn gi ngoi Nht bn) c ra i vo nm 1989. Chic model ny lmNhm thc hin: X7TRANG 2


bng n th trng xe th thao trn th gii khi ang do nhng chic GT nng v t thng tr. 1990 - Thp k 90 y l thi k i xung ca Mazda. Nhng dng xe cn li (ngoi Miata v RX7) c n nhn rt t M v Nht. S ph bin ca chng ti Chu u dng nh cng khng th b li c s mt mt. Thng 7 nm 1997, nh thit k ni ting trn th gii, Rei Yoshimara c thu thit k logo cho cc sn phm t mang thng hiu Mazda trn ton cu. Logo l hnh nh cnh chim si di, tng trng cho tc , s linh hot, sc mnh v trng tn. Vic kt hp gia i cnh ang bay ln v qu o ca n (ng trn bao quanh) l thng ip m Mazda mun gi ti khch hng: Nh cnh chim khng mi, Mazda vn ang bay vn cao hn, xa hn trn con ng chinh phc nhng nh cao m ngi sng lp Matsuda hng ao c. Nm 1998, Mazda v Ford m thm mt nh my sn xut t mi ti Thi Lan l AutoAlliance Thailand (AAT). c xy dng sau Hofu ca Mazda, AAT nay l im sn xut quan trng ca cng ty. Nm 1998-1999, Mazda cho ra i mu xe c nh i Protg . Doner khi ng mt chin dch nhm ti nh v cho Protg. Chng trnh IMC pht trin bi Doner rt thnh cng trong ti nh v Protg v thu ht gii tr. Doner pht trin cc qung co trn truyn hnh v cc chng trnh qung co trc tuyn, tng tc vi ngi s dng. . Protg t doanh s bn ra tng 33% trong qu IV nm 1998 v gn 12% vo nm 1999. Nm 2003, Mazda gii thiu Mazda6, y l sn phm mi quan trng nht ca Mazda trong hn mt thp k qua. Chin lc qung co cho MAZDA6 cng s dng mt chng trnh truyn thng tch hp. Kt qu thng 7 nm 2003 doanh s bn hngNhm thc hin: X7TRANG 3


ca cc MAZDA6 vt qu doanh s bn hng ca nm trc vi i 626. MAZDA6 cng nhn c nhng ca ngi mnh m ca cc phng tin truyn thng, v c xp hng trong top 10 t ca nm 2003. Trong thng 7 nm 2003 Mazda gii thiu RX-8 xe th thao mi c pht trin trong gn 10 nm v nh du s tr li ca ng c quay.RX-8. Chin dch qung co ca RX-8 c m rng thm trong lnh vc phim nh to c s mong i ca cng ng t, doanh s bn hng thng u tin rt mnh. Mazda tin hnh nghin cu loi xe chy bng kh hyr trong vi thp k v d nh s tung ra th trng loi xe compact minivan Premacy Hydrogen RE trong nm 2008. to ra gi tr mi, kch thch v thch th cc khch hng ca chng ti thng qua cc sn phm t v dch v tt nht. Vi nim t ho, nim am m v tc , chng ti tch cc giao tip vi khch hng ca chng ti cung cp su sc cc sn phm t v dch v vt qu mong i ca h. Chng ti nh gi tnh ton vn, tp trung khch hng, sng to, v hnh ng hiu qu v nhanh nhn v tn trng nhng ngi c ng lc cao v tinh thn ng i. Chng ti tch cc h tr cc vn mi trng, an ton v x hi. c hng dn bi cc gi tr ny, chng ti cung cp cc phn thng cao hn tt c mi ngi lin quan vi Mazda. *Logo ca Mazda thay i qua tng thi k

Nhm thc hin: X7

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Nm

1962 1975

19751991

19911992

19921997

1997 present

Logo

II. Phn tch vn qun tr v vn truyn thng. 1.

Tm nhn.

a. Vin cnh. Mazda n lc cung cp cc sn phm t v dch v tt nht. b. S mnh. Vi nim t ho, am m v tc , chng ti tch cc giao tip vi khch hng cung cp cc sn phm t v dch v vt qu mong i ca h. c. Gi tr ct li. S sng to. H thng gi tr ca cng ty:-

Tp trung khch hng. Hnh ng hiu qu v nhanh nhn. ng thi tn trng nhng ngi c ng lc cao v tinh thn ng i. Tch cc h tr cc vn mi trng, an ton v x hi.TRANG 5

Nhm thc hin: X7


2.

Mc tiu pht trin bn vng.

Trong thng 3 nm 2007, chng ti gii thiu k hoch "bn vng Zoomzoom", trong vch ra tm nhn di hn ca chng ti cho pht trin cng ngh. K hoch ny nhn mnh s tn tm lin tc hi ha gia hot ng li xe an ton v mi trng, xy dng s th v li xe, v lm cho bn mun li xe mt ln na. Trung tm ca k hoch Zoom-Zoom bn vng l hon ton c o v t ph ca chng ti th h tip theo cng ngh SKYACTIV. trng hp vi s pht trin ca bc t ph powertrains v to nn tng, Mazda cng s c i mi tt c mi th t qu trnh lp k hoch v sn xut kinh doanh v phng php tip th. Chng ti ang nm ly tinh thn t ph mang li s i mi trong tt c cc lnh vc kinh doanh. Chng ti ang i mt vi nhiu thch thc hin ti cng nh tng lai, tng t nh thch thc khi tung ra dng sn phm c ng c quay. Chng ti s duy tr s thng nht nhm l "Mt Mazda" nhm p ng cc trch nhim thch ng vi s thay i ang din ra trong x hi v tr thnh mt cng ty l ng tin cy v c nh gi cao bi tt c cc bn lin quan trn ton th gii. 3. Vn marketing.

Vn marketing ca mazda ti th trng Bc M l s thiu nht qun trong vic nh v sn phm trn th trng, thiu tp trung trong cng tc ln k hoch qung co v tip th. iu th hin qua vic Mazda bt tay vo mt chng trnh m rng trong mt n lc cnh tranh trc tip vi Honda, Toyota v Nissan. K hoch ny bao gm vic gii thiu nm mu xe mi trong vng di mt nm, iu ny dn n s thiu tp trung trong tip th ca cng ty v k hoch qung co. T nm 1994 n nm 1997, doanh s bn hng ca Mazda gim 33% v t mc thp nht trong 15 nm v nhng m hnh khc nhau c nh v ch yu trn c s gi c. Khi v ch tch cng ty mi qua Mazda Bc M hot ng vo u nm 1997, ng Nhm thc hin: X7TRANG 6


nhn thy mt cng ty khng hiu qu vi mt hnh nh c ny tt c cc xung quanh. Hu ht cc qung co cho cc m hnh khc nhau ca Mazda cho hng cc gi c v cc tnh nng chc nng ca nhng chic xe vi t s ch c a ra to hnh nh v nh v. 4. nh hng marketing cho cc vn qun tr. - Vi vn trn r rng cn c mt s thay i trong chin lc tip th cng nh trit l qung co. V iu u tin l ly li mt v tr vng chc trn th trng M. iu th hin qua cc hnh ng nh tp trung vo n lc v nhm mc tiu vo mt th h tr nhng ngi nh gi cao nhng chic xe vi tnh nng th thao v mun lm cho mt tuyn b chnh chic xe t ca h. Vo ma thu nm 1997, Mazda chia tay vi i l qung co ca 27 nm v trao gii thng doanh nghip ca mnh cho mt c quan mi, WB Doner & Co, by gi c gi l Doner. C quan mi c giao ph trch xy dng mt hnh nh m c th nm bt tng th c im ca Mazda v ci t n ngoi t chic xe khc, tc l, pht trin mt thng hiu. H cng c yu cu pht trin mt ch qung co c th c s dng cho nhn hiu Mazda hn l c gng thit lp mt hnh nh ring bit cho mi m hnh. Doner pht trin mt khu hiu n gin nhng mnh m cho Mazda, l Get In Be Moved. "Khu hiu ny khng ch c xem l ch hn khu hiu qung co, m l mt li ha thng hiu. - Xy dng chin lc ti nh v thng hiu Mazda ti th trng M vi dng sn phm Protg. Protg c nh v nh l mt chic xe l mt bc ln t mt chic sedan nh gn nhng vn gi thuc tnh nh gn nh tit kim nhin liu v gi c. Cc th trng kp cho Protg bao gm ngi mua tr tui hay ln hn, vi ngi nh cn trng, nhng ngi m mun mt chic xe nh th hai.Nhm thc hin: X7TRANG 7


Chin lc qung co mi cho Protg c gi l nh v n nh l mt nim vui, thong mt v li xe cho ph n tr, c nhn. Cc qung co nhm mc tiu ph n tr chuyn nghip trong tui 20 n gia 30 v thc y phong cch chu u sang trng, phng cho bn b, gi tr, tin cy, v mt m cc tnh nng ca xe. Chng trnh IMC pht trin bi Doner rt thnh cng trong vic ti nh v cc Protg thu ht gii tr. Protg doanh s bn hng tng 33% trong qu IV nm 1998 v gn 12 % trong nm 1999. Nhn thc hnh nh cng c s dng theo di v nh gi hiu qu ca chin dch v tit l rng chin dch thnh cng trong vic to ra mt hnh nh mi cho Protg tr, snh iu v thng minh hn.

III. Mc tiu:Mazda thc hin hai chin lc truyn thng chnh l Get in. Be moved v Zoom Zoom. 1. Mc tiu kinh doanh - Mc tiu Marketing: a. Mc tiu kinh doanh. - Duy tr v tng trng v mt li nhun mt cch bn vng. - y ng mnh hot ng xut khu v m rng th trng ra nhiu nc. - Tha mn tt nht cc bn hu quan lin quan. b. Mc tiu Marketing. - Xy dng v hon thin hnh nh thng hiu Mazda DNA. - Tng doanh s bn. 2. Mc tiu truyn thng:Nhm thc hin: X7TRANG 8


- Tp trung cc hot ng truyn thng nhm xy dng mt hnh nh thng hiu chung cho Mazda. - Tp trung cc n lc nhm thu ht khch hng bit n thng hiu Mazda. - C gng trong vic to ra mt hnh nh mi, tr trung, snh iu v thng minh hn, gia tng nhn thc thng hiu.

IV. Tp hp h s truyn thng cua cng ty.1. V sn phm. Ban u cng ty t Mazda ch yu ch to cc thit b my mc. n nm 1929, cng ty sn xut ng c t u tin. Nm 1931, Mazda sn xut nhiu dng xe khc nhau, nhng chic xe c bit, tn tin v mang li s thoi mi, hi lng cho khch i xe. Nm 1959, Mazda tr li sau qu trnh ti thit v bt tay vo sn xut hng lot cc dng xe mi. Nm 1960 Mazda chnh thc tr thnh nh ch to t. Trong nhng nm 70 ca th k 20, Mazda tin phong trong vic ch to nhng chic t c cng sut ln. Cui thp k 80, chic xe hi th thao Eunos Roadster (Mazda MX-5 hay Miata tn gi ngoi Nht bn) c ra i vo nm 1989. Chic model ny lm bng n th trng xe th thao trn th gii khi ang do nhng chic GT nng v t thng tri. Cho n ngay nay, Mazda khng ngng thit k va san xut cac dong xe mi nhm ap ng nhu cu cua khach hang. Khach hang muc tiu.Nhm thc hin: X7TRANG 9


Khch hng mc tiu ca Mazda l "Nhng c nhn tr, mong mun th hin mnh v c kh nng tt th hin mnh, lun am m v t tin trong cc la chn ca mnh". Tuy nhin mi giai on, mi dng xe ca mnh th khch hng mc tiu ca m Mazda hng n r rng v c th hn: Vao nm 1960, Mazda chnh thc tr thnh nh ch to t, vi xe R360 Coupe Mazda nhm n nhng ngi lao ng lm cng n lng, vi thu nhp trung binh. Trong nhng nm sau, cc dng xe khc nhau do Mazda sn xut lun nhn c nh gi cao t ngi tiu dng trn cc phng din nh phong cch, hiu sut, tin cy, v gi tr. Mi dng c thit k nhm n 1 th trng nht nh. Chng hn nh nm 1978, ng c quay RX c gii thiu vi cac dong xe nh RX-7, RX-8. y la loai ng c vi cng sut manh tuy nhin lng khi thai lai cao hn so vi cac loai ng c khac. Cac dong xe nay hng n gii tre mnh m, c tnh, nhng ngi am m tc . Trong gia thp nin 90, Mazda bt tay vo k hoch m rng, cng ty gii thiu nm mu xe mi hng n 5 th trng mc tiu khc nhau trong vng di mt nm cnh tranh trc tip vi Honda, Toyota v Nissan. y l thi k m doanh s ca Mazda gim mnh so vi nhng nm trc. Nm 1999 bt u khi phc, Mazda tin hnh chin lc ti nh v hon ton m hnh xe t nh Protg ca Mazda. Dng xe ny c nh v li mc tiu nhm vo ph n tr chuyn nghip trong tui 20 n gia 30 vi phong cch sang trng. T nm 2000 n nm 2001, Mazda bt u vic pht trin hnh nh thng hiu mi. Bt u chin dch ny l vic a ra cc chng trnh qung co cho dngNhm thc hin: X7TRANG 10


xe Tribute dng xe ny c nh v nh mt chic SUV vi linh hn ca mt mn th thao xe hi nhm n th trng tr tui, nng ng. Cng trong nhng nm Mazda cho ra i ca mt s sn phm mi gm hai m hnh c xy dng trn nn tng Protg, Proteg5 v Protg MAZDASPEED. Mazda ti nh v chng nh nhng chic xe th thao v tr trung. Th trng mc tiu ca Proteg5 l khong 60% nam di 34 tui, trnh i hc, v thu nhp h gia nh hng nm ca gn $ 70.000. Nm 2002, Mazda gii thiu Protg MAZDASPEED, mt phin bn c hiu sut cao ca m hnh xe t mui kn Protg. Trc y Mazda nh v mu xe t mui kn Protg thu ht ph n tr, tt nghip i hc, c ngh nghip v mc ch l gia tng s hp dn ca xe. V sau, Mazda thm mt s chung v ci ln Protg MAZASPEED t kha cnh hiu sut thu ht ngi nam gii trong cng mt tui, nhng ngi am m li xe thc t. Nm 2003 Mazda ra mt MAZDA6, cnh tranh trong phn khc sedan c trung ca th trng t vi mc gi t $ 20.000 n $ 25.000. Khch hng mc tiu ca Mazda trong phn khc ny l nhng ngi gia tui 30 v am m xe hi, h l nhng ngi c li sng nng ng. T nm 2003 , Mazda ang trn ng tr v ngun gc ca n nh l mt nh tip th th thao, xe phong cch. Th trng mc tiu m Mazda nhm n l gii tr nng ng, thnh t, phong cch v c tnh. 2. Cac phng thc truyn thng a s dung. n phm: (tiu biu: tp ch ESPN)

Tp ch ESPN l 1 tp ch dnh cho nam gii tr, nhng ngi mun li trn u trang ca tp ch vit v cc vn ng vin, cc i, cc ch , v cc s kinNhm thc hin: X7TRANG 11


sp ti trong th gii th thao. Nh sn xut tp ch ny tung ra tp ch ESPN trong nm 1998 nh l mt n phm th thao 2 tun 1 ln thng qua tng cng ty Cng ty Walt Disney / Hearst. Ti tr: Mazda cng duy tr ti tr cho cc kha hc ua xe Laguna Seca ti

California, thng qua vic cung cp cc chic xe ua cho cc s kin (bao gm c dng Mazda-c th mt s) m n t chc. Mazda cng ti tr cho min Ty New York, mt i bng n chuyn nghip. Internet: Ngoi cc qung co, Mazda cng thit k li mt s thc y

ln trn Internet. Mazda cho ra nhng g n c gi l" ra mt t trc tuyn ln nht th gii, banner qung co trn mt s trang web v cng thng tin nh Yahoo!, Excite, Autocenter ca America Online, CarPoint, v MTV.Cng ty tn dng trang web ca chnh cng ty truyn thng. Trong khi trc tuyn, du khch cng c th ng nhp vo trang web v tham d vo chng trnh rt thm trng thng ginh chin thng Qung co truyn hnh:

http://www.youtube.com/watch?v=850T-wgG-8Q&feature=related (qung co ny nhm em n cho ngi tiu dng thm nhng hnh nh mi v sn phm ca Mazda vi cc tnh nng hin i) Mazda s dng qung co l chin lc chnh trong k hoch truyn thng ca mnh. N s dng rt nhiu chng trnh qung co nh: khi ng chin dch ti nh v cho Protg, Doner pht trin truyn hnh s,qung co kt hp cc hnh nn my tnh to ra vi hnh nh sng ng v tnh nng hp thi mi.Nhm thc hin: X7TRANG 12


Mazda cng kt hp gia cm t Zoom Zoom vo m nhc qung co cho thng hiu nhm gia tng thng hiu cng nh gia tng nhn thc ca ngi tiu dng. Tt c cc qung co ca Mazda ly hnh nh chic xe chy trn ng di vi tc nhanh th hin cng sut ca chng. 3. anh gia cac chng trinh truyn thng. Gia thp nin 90, Mazda bt tay vo mt chng trnh m rng hot ng ca mnh cnh tranh trc tip vi Honda, Toyota v Nissan. K hoch ny bao gm vic gii thiu nm mu xe mi trong thi gian di mt nm, iu ny dn n s thiu tp trung trong tip th ca cng ty v k hoch qung co. y l l do khin cho doanh s bn hng ca Mazda gim 33% v t mc thp nht trong 15 nm k t nm 1994 n nm 1997. Vi tnh hnh trn, vo ma thu nm 1997, Mazda quyt nh hy hp ng vi i l qung co ca cng ty sut 27 nm v k hp ng vi Doner. Doner c giao ph trch xy dng mt hnh nh v thng hiu Mazda nh l mt thng hiu DNA. Doner cng c yu cu pht trin mt chng trnh qung co c th c s dng cho nhn hiu Mazda hn l c gng thit lp mt hnh nh ring bit cho mi dng xe. Vi nhim v ny u tin Doner a ra cu khu hiu Get in get moved. Khu hiu ny khng ch c xem l khu hiu qung co, m l mt li ha thng hiu i vi khch hng. Chin lc Ti nh v ca Protg: Mt trong nhng thch thc u tin Doner thc hin l pht trin mt chin ti nh v cho m hnh xe t nh Protg ca Mazda nm 1999. thc hin, chin lc qung co mi cho Protg nh v n nh l mt nim vui, thong mt v li xe cho ph n tr, c nhn thay cho th trng kp m n nh v t trc.

Nhm thc hin: X7

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-

V cu khu hiu: Get in get moved cu khu hiu ny

ginh c mt s thnh cng nht nh tuy nhin vn cn mt s hn ch l: vn cn qu th ng v m h. V cng c s dng: S dng kh thnh cng cc cng c ca IMC. Cc cng c qung co c thit k li tt hn, cc cng c internet c s dng c hiu qu.

Chng trnh IMC pht trin bi Doner rt thnh cng trong vic

ti nh v cc Protg thu ht gii tr. Doanh s bn hng tng 33% trong qu IV nm 1998 v gn 12 % trong nm 1999. Chin dch thnh cng trong vic to ra mt hnh nh mi cho Protg tr, snh iu v thng minh hn. Tuy nhin vn cn mt s hn ch l cu khu hiu cha tp trung, th ng v qu m h. Cha xy dng c mt c im ring nht cho thng hiu. Mt khc v tr thng hiu ca Mazda vn cn cha mnh trong tm tr khch hng.

nh hng mi Zoom Zoom. - V cu khu hiu: V nhng hn ch ca cu khu hiu Get in Get moved v mt s vn thng hiu ca Mazda nn cng ty thc hin nh hng mi, nh hng Zoom Zoom. u nm 2000 Mazda pht trin mt thng hiu mi, chin dch s thc hin tng em li cm gic vui ti, hn nhin nh nhng a tr khi c li xe ca Mazda. Ban u cc cm t Zoom Zoom ch mi xut hin trong qung co ca Mazda cng vi hnh nh ca nhng a tr vui chi tinh nghch. Nm 2001, Mazda bt u kt hp cm t "Zoom-Zoom" v m nhc trong cc qung co cho cc dng xe khc nhau iu ny lm gia tng nhn thc thng hiu. Vo ma h nm 2001, Mazda quyt nh loi b cu khu hiu Get in Get moved v thay th bng cm t "Zoom-Zoom trong tt c cc qung co ca n. Zoom Zoom c m t nh l "thn ch" ca hng, "ZoomZoom tm lc tt c mi th ca cng ty.Nhm thc hin: X7TRANG 14


- Cng c s dng: Khi gii thiu dng xe Mazda 6 Mazda thc hin chin lc qung co s dng mt chng trnh thng tin lin lc tch hp. Trong in qung co chim 12% tng ngn sch qung co ang c ng trn tp ch enthusiastcng nh trn cc tp ch li sng v bo ch. Phng tin truyn thng c cc chng trnh pht sng ch n cc trng i hc v bng chuyn nghip v bao gm mt tha thun tip th gia Mazda v ESPN. Bao gm qung co ca MAZDA6 thng qua phng tin truyn thng khc nhau ca ESPN bao gm c in (ESPN Magazine), TV, radio v Internet cng nh trong cc nh hng ESPN Zone. N cng tch hp MAZDA6 vo chng trnh khuyn mi khc nhau nh tr chi Pigskin PickEm ESPN v Exhilarating Moments cng vi tip xc vi mi ngi thng qua cc xe ti ESPN. Chng trnh IMC ca MAZDA6 cng bao gm cc chin dch quan h cng chng rng ri, gi th trc tip, v s dng cc tng tc phng tin truyn thng nh qung co trc tuyn, CD-ROM, v trang web mini trn www.MazdaUSA.com. Vic tch hp cc cng c ca IMC rt linh hot, s dng rt hiu qu. => Vic thc hin nh hng mi, nh hng Zoom- Zoom gp phn xy dng thng hiu Zoom- Zoom. Gia tng nhn thc thng hiu Mazda i vi ngi tiu dng. V. Cc gii php truyn thng.Vi dn s hin nay ca nc ta hn 88 triu ngi ng thi xu hng tiu dng hin nay ca ngi dn l cc sn phm c cht lng, c thng hiu. Vi cht lng v thng hiu sn c ca Mazda th Vit Nam tht s l mt th trng y tim nng cho vic pht trin thng hiu cng ty. i sng c ci thin, mc sng tng cao cng vi nhu cu th hin bn thnchnh nhng yu t gp phn khng nh trong vic thc y mc tiu th t trn th trng. V th trong ln xm nhp li ny Mazda vi mc tiu lm cho ngi tiu dng Vit Nam bitNhm thc hin: X7TRANG 15


n, tiu dng v to dng lng trung thnh i vi thng hiu ca cng ty. iu cn thit trc tin cng ty cn phn tch cc yu t mi trng truyn thng ti y nhm tm kim, a ra cc gii php thc hin mc tiu ny. Mi trng truyn thng ti Vit Nam Cc cng ty truyn thng ti Vit Nam vn cn rt hn ch. Thm ch nhiu cng ty mi ch dng li mc thit k cc trang web, catalogueMt s cng ty truyn thng ln nh Hoa Mt Tri, t hp truyn thng t Vit VAC sn xut cc chng trnh, lm qung co nhng vn cn trnh thp. thm ch phi nh nhng cng ty nc ngoi lm gip qung co. Cc cng c truyn thng ch c s dng ring bit m cha c s tch hp tr thnh mt cng c truyn thng mnh em li hiu qu trong cng tc truyn thng. Ti Vit Nam, khng ch cc cng ty a quc gia m cc doanh nghip Vit Nam cng ch trng hn n hot ng truyn thng v quan tm n vic xy dng thng hiu. C hi truyn thng Vi s pht trin v cng ngh thng tin, hot ng truyn thng khng cn dng cc knh truyn thng truyn thng nh tivi, bo ch m s y mnh cc hot ng trn cc knh truyn thng cng ngh onlline nh mobile, Internet. Cc knh truyn thng truyn thng v hin i s cng h tr nhau y mnh th trng truyn thng Vit Nam pht trin. vic tc gia tng nhanh chng ca truyn thng Vit Nam to c hi thun li cho vic cc cng ty mun qung co v truyn b thng hiu. Cc cng c truyn thng ( qung co, PR, khuyn mi, bn hng trc tip) u c th p dng ti Vit Nam, trong hu hiu nht vn l qung co. Gii php Khi thm nhp th trng t Vit Nam Mazda c th tip cn vi khch hng bng hnh thc qung co trn tivi, internet v t chc s kin v th trng t

Nhm thc hin: X7

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Vit Nam ch mi pht trin nn phn ln khch hng y l nhng ngi c thu nhp cao. Qung co nhiu hn trn cc phng tin thng tin i chng, c bit l ti vi: qung co 30skt hp vi cc chng trnh gim gi, khuyn mi ca cng ty. Thc hin cc chng trnh nhm cho ngi tiu dng bit n cc dng xe mi, v d diu hnh, lm showroom cc dng xe mi. Nn t chc cc chng trnh t thin hoc l cc chng trnh v vn bo v mi trng. v d nh t chc chng v mu Xanh nhm nng cao nhn thc v bo v mi trng cho ngui dn. Hp tc cng u ban ATGTQG thc hin chng trnh truyn thng "Bit khi no khng nn li xe". Ti tr cho cc s kin ln sp din ra nh s kin bn pho hoa Quc T Nng. ngi Vit c th bit n ci tn Mazda nhiu hn. Thc hin nhiu hot ng t thin nhm h tr cng ng cc hot ng x hi nh ng h ngi ngho, gip tr em ng ph, ng h cho ng bo b thin tai bo ltnhm gia tng s nhn bit ca khch hng.

T chc m nhc mi cc ngi sao ca nhc ni ting em n cho khch

hng nhng pht giy th gin nht nh thc tr nh thng hiu Mazda trong tm tr ngi tiu dng.

Thc hin chng trnh li th. Ch trng nhiu hn cc dch v chm sc khch hng cng nh dch v

hu mi.

Nhm thc hin: X7

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truyỀn thÔng cỦa cÔng ty mazda

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