tìm hiểu nhận thức của khách hàng về siêu thị big c huế thông qua sơ đồ nhận thức


TRƯỜNG ĐẠI HỌC KINH TẾ HUẾ
KHOA QUẢN TRỊ KINH DOANH
ĐỀ TÀI THỰC TẬP NGHỀ NGHIỆP
Tìm hiểu nhận thức của khách hàng về siêu thị Big
C Huế thông qua sơ đồ nhận thức
Giáo viên hướng dẫn Thành viên nhóm 4- K44B.TH(QTKD)
Thầy: Nguyễn Ánh Dương Đỗ Minh Đức
Nguyễn Xuân Thanh Bình
Chế Quang Tân
Nguyễn Thị Cẩm Nhung
Mai Trương Anh Tú
Nguyễn Thị Thủy
Đào Thị Trang
Nguyễn Văn Hùng
Nguyễn Thị Lệ Quyên
Trần Minh Hải
Lê Viết Tấn Đạt
Huế, tháng 10/2013
 

MỤC LỤC
 !"#$%&'()(#'*+ *!,(-./(0
PHẦN 3: KẾT LUẬN VÀ KIẾN NGHỊ 28
01(2
0-3
DANH MỤC SƠ ĐỒ 30
DANH MỤC BẢNG BIỂU 31
DANH MỤC HÌNH ẢNH 32
TÀI LIỆU THAM KHẢO 33
PHỤ LỤC 34

PHẦN 1 . ĐẶT VẤN ĐỀ
1. Lý do chọn đề tài
4'5(0 6780079$1:68;'&<&=&
+&-(!*4&&>?67-4@A4'6'@7,*++A!"
'@A>+@%&';B+0)(C!'*<&D+E(&>
+6(F((&!?&*$!,(-G1,+H08A&9!#I
+#J#'K1@'+9L;'&1(MF#NJ$O&
E"K(F(<&8$9JP8$1(M+6&4Q)(&4D4'
6)(>0+-!R*6$4H<&S;'&K>
T8$9U676&VW9-4@AJ$1X@7&>4P,
!M+ 9(+'J$1X17*4,07+EJ?+F(+H?+04@7Y
Y+9$;'&8;'&!,(-!Z#1Y+H([8$+0
67Y\M"@(;'&&>9&>]8+T%+0/(0
Y!,(-.+EYH(8^6-4@A>9]+N'*+ 8;'&
8$()(#6701@_$4X'D_@1(4`M>0a
+b6N+@6701@_A_+&>8M\4'+(8>
(+"<*4&@&>9.10'+H8$6B1&D
&<&!,(-b8M#1$+"<*4&+4@7\=8b!"
<&'@A>GY.Q1c(&!?&'6>'D
 

&>8M\/D+0.6Y,(S'6+-<&D4&!&'81&D
.1c(&!?@A5(>,'&+Y
.S6Y6> 6K+F+T4&+"67!$4H<&!,(-J$1X+S1
+$$#<&8$6!#I9;-6ad@$'*+ <&
;'&]++-@701@U67@c(+E5%>;9*'
6N?61Q4(+"678$=,b(9+$$
M)(&!c+Rb+@5C1 J$N((
.S6Y1e;'+94')($4Y1F>9[M5
4YJ>+_YH(b8$6!,(-./(0M)(&!c+R

b_
=7+>9[M>6D!Z+@&4&+@$Y)($K6#
<&8$8)(>0+-,(;U* !,(-'+J`+R-4)(&9
d@N+$$8$)(&6<)(&]1(9!"1(,b(
+@98fC'+1 !"#$`%&'()(#8;'&';'&
J$1X&>9aH1./(0
2. Mục đích, mục tiêu và câu hỏi nghiên cứu:
• Mục đích nghiên cứu: gYH(b<&8$6!,(-.
/(0h
• Mục tiêu nghiên cứu:
iYH($%"$+ 7b<&8$8+(&!?*
.
ib+ )(&4D<&$%"
ijUN&01@8;'&<&.6#<&8$
i@&4&#$680-M)(&!c+Rb
• Câu hỏi nghiên cứu:
k k

i.$%"#@P+0#<&8$8(&!?*.
/(0\
i%"'1)(&4DK+H8$1&D8+0./(0\
i.01@8;'&*<&./(0\
il#$+H%&''*+ *!,(-./(0\
3. Đối tượng, phạm vi nghiên cứu:
• Đối tượng nghiên cứu:'J 8$+(&!?*k!,(-./(0
(9.''&4
• Phạm vi nghiên cứu:
m*68M&n*J&!,(-./(09.''&49(
m*6A&n]>o$3+0>2$3Gok
4. Phương pháp nghiên cứu:

4. 1 Phương pháp thu thập dữ liệu
• Các thông tin cần thu thập:(4&J`O6K+-S6!p;aJ#
O+H(M!cK
• Thiết kế nghiên cứu:
C'8^((Mn,b(+-S6+-1@
iNghiên cứu định tính:0O6K40q)(&>6;C'9ro
@A6N>0(")(&4D8D)(>0+-D !,(-JK8s+H(&!?
@A+(4&+TN%(O!&(+%>n
• @A+(4&ntu-&>+(&!?*$!,(-8M\
• @A+(4&n)(>0+-(&!?* !,(-9J*@A)(&%+0
$>0("'<&!,(-+\
j&(+%>1>0("+*+&!"o@A)(&%Kn
• .K1@!#I
• .c!P6K+*
• l$#1e
• &;*T
• (>0EK;B
 

],(S4,9+EJ!(,,(S8)(>0+-(&!?* !,(
-+1n
• .$b4@J>
• -&+H
• @c(
• -6aG!8$
=]80)(#>+E080, J#O+-S'vqma1arj&(
+90+(4&koJ#O+-S`a+S5%>;J#O+-
1@"@+(4&18$+&(&!?*$!,(-.''&49.9
(&4
iNghiên cứu định lượng:0+(4&J`J#ORooJ#

wm@c$DB(njp;a@c$DB(B(,C'
@cbDB((
wSxB(nMMbB(''D( ,b(9,#
;&6'SK9d@a+S<&( ,b(+H!(>4&+@8SxB(
!&''U
4',b(4'8;'&9 !"Mb+@;U15$+-8Sx
B(9[M5$+-8S@7B(J`@c$!&(n
wy$+-xB(C'v1nn
4'+n
nxB(
qrn+ J0+ ;N1(
n1z15(K<&$Fp4'+c6-1K>B(+[@a,(DB(
{n1$4-4&J#<&%"(I{b67+ >
Cn!&!"'067xB(O
Cụ thể:
67|}3~9C}o•q!&!"B(r
}o
 

'}o,qr}ojp;aMb4,&S+@8SxB(+c6-B(


o
3~woo ∗
=n
€n= 96qB(r
+E+(4&oo8$q17c3~B(1xB("H(+H80)(#,
b(e:&r
- Theo nguồn gốc thu thập thông tin:
+ Nghiên cứu sơ cấp:

N1(!cK+@()(&6O6K40$8$(&!?*
$!,(-*J&!,(-.9.''&49(
+ Nghiên cứu thứ cấp:
• (;N1(1e(>06!c+Rb
• YH($80b6b<&8$M)(&J#$M
D68$6)(#4-@c(
• Y80M)(&C4C9J$'6$!$+p•
• Y80M6$5%>;!c+Rb4,jmjjM)(&!$6
‚C4C
Phương pháp chọn mẫu:
jp;a@c$DB(B(,C'@cbDB((

mO6KJ`J#O*$&J$1X95C9+H5CJ(eF!,(-9
)(F>p+R9*k!,(-4,
`)(&!$0+H1&DN8$&&O6K
.D$+"@@D!9!6,9N@A4(,9NJ 
49qN@A(&1@&@c+"(r
- Phân bố mẫu:
jc+Rba+S1+HJ0+@b<&8$+"67]!,(
-4,+-&J]&,/(0@0'\ƒ(Nb6N,(S+
4U6701@8;'&<&!,(-+&8M\
=Y6>+"@F+(4&1$8$+&(&!?*!,(-.6
$8$<&&+"<*4&1.''&46(&4
~ ~

')(>M<&!,(-.17c!'67!,(-.''&49(&4
,[&0+(4&!"J#O*!,(-.1oJ#O9Q1*L
!,(-.''&46(&41koJ#O
kXử lý số liệu:
• E&;N1(nJ&'RE&,J098H(J09EJ09$$4-<&

J09E&$4-8(>0•„+%>,b(;UFjmjj
• "67&+'ƒ8C49YE&C'b]K+0&'9b1
n…K8M+Re
nM+Re
knY@A
nRe
n…K+Re
† †

PHẦN 2: NỘI DUNG VÀ KẾT QUẢ NGHIÊN CỨU
Chương I: TỔNG QUAN VỀ CÁC VẤN ĐỀ CẦN NGHIÊN CỨU
Khái niệm nhận thức:
b+@+-:&1NM+@(95N1e61@(
4N4'J 7NM@A,(;U!p;a4,-4@A+H+$
$6(&!?+@D1b6H(J0<&@A,(;U
b<&@A,(;U9#@P4K17+06(&!?<&Dn(&P
+%(9(&8'9b+ ;‡;4&)(>0+-9!#I+E1&DQO@A
1&48CF#+'1@Ab<&8$+H0(1L4'
bY@cb1+F>U
( Theo Slie Hành Vi Khách Hàng của GV Tống Viết Bảo Hoàng biên soạn )
b1)($4Y'@AD1D9b61e#M+HY
 Jb4&e:&6075()(&
( Theo Giáo trình Marketing Căn Bản do GS.TS.Trần Minh Đạo biên soạn )
1.2 Khái niệm về sơ đồ nhận thức (mC4C(&1&):
U+H%S6;‡#668$G<&J*+$$!#
I9;-6aJ*(K!'67N+"<*4&8$/F(0$JH(
+R+$$@AH8S&*4'U A+H96S;a 4aH
$9 4aHK1@.d !"JH(+RHH(
8S&*4,(4a8$&(
Ví dụ:

Hình ảnh 1: Minh họa về sơ đồ nhận thức của khách hàng về các hãng ô-tô
=S;a4,1!c+Rb<&8$6$1'*5CMM4,&>0("1SH
&'u8MSH&'6!&4Du$##`C'!c+Rb>
2 2

Y8$#K>m'4!C1SH&'K6!&4DK4'N
05C+@,b(q4,J,#r.Qm1>'(1$##GK
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@c&(6$( S+&5ˆ=S;a@A,(;UK>(89.>!1C46
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80 8(64,J#+R'U67!#I<&M>9+H6]&H*
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H;&6'!c+Rb+H+'1@Ab<&8$+H0(1L
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Chương 2: TÌM HIỂU NHẬN THỨC CỦA KHÁCH HÀNG VỀ SIÊU THỊ BIG C
HUẾ THÔNG QUA SƠ ĐỒ NHẬN THỨC
2.1 Tổng quan về siêu thị Big C Huế:
3 3
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=76"+F(@4,koov+R"!,(-.=&+ES
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$>9+ồ;Uể&'6+ồơi.

 Chiến lược kinh doanh
.J@7%6'=&G332!&(8(&1*!,(-.'4&R&]&>
 J$1X+R@cm$9.+E$;a01@J$1X67a,((
K$!#IK1@6$&''T&J`67.''&4.$+HJ$
!&(><&.d$;a01@>@6B@&H_+-1*_8
;'&!,(-oo•=&1.''&4
(>,9;'8MH"@(&+@bS61(;U+E]M
67MY>P(@79,J?+F(]!&(oo9.&>+'J 01@
 

8;'&=01@_$4Xh+E+@4H8&9&1*M'.
(G&>67!1'&gl$4X'DhŽ•
@c(•.‘H&,(S)(&4DK4'+@78;'&
601@+HM'M>
•‘:&0=1g'17h9+(+H)(>M17<&$!,(-
.6!1&D4 176&D(K/*9L!,(-.
8'#cooooT+H+$b'(F(<&8$
Hình ảnh 2. Logo của siêu thị Big C Huế
•.‘1$60?<&Ng.(!'C4hq0tr9:&0=1
g$h9.Ng.h++0N$%068$1Y&
8&;B+0M4'01@8;'&<&!,(-.Ž•
Tầm nhìn: (M;@x 07+&;*
Nhiệm vụ: ƒ+H+0<&@A,(;U61J$1X"K1’)(@
$/
 

Giá trị cốt lõi:.C'+($4-"1“9+1n
ij1Q<&8$
i4$
i@c4

iJ*
i"T
Hình ảnh 3. Năm giá trị cốt lõi của siêu thị Big C Huế[1]
2.2. Phân tích dữ liệu định tính.
j&(80O6K+-So@A+HD4&N,(S)(&
4D9+E0(;N1(+-SM)(&+(4&koJ#O+-
S0)(#,(S@A,(;U)(&%K8)(>0+-(&!?* 
!,(-1n
• l$#
• -&+H
k k

• .%1@!#I
• (>0E
• &;*T
],(S(+@]J#O+-S9&0,b(+-1@n
U"8,”4C)(CC!4'jmjj+H8H4&b+ )(&4D<&$>0("
Bảng 1: Thống kê mức độ quan trọng của các tiêu chí
(Nguồn: Thông tin điều tra)
C'80)(#%S4,n
=b+ g)(&4DKhn
• .K1@!#Ink•
• l$#n3•q!&(+1+-&+H0•r
=b+ g)(&4Db&hn
• l$#n•q!&(+1K1@!#I9+&;*Tr
=b+ g)(&4Db("Uhn
(>0Enk†•
]!"1(4,9&,(S@A,(;U)(&%6'1)(&4D8+
(&!?* !,(-1n.K1@!#I6$#
 


2.3 Xây dựng sơ đồ nhận thức (Perpectual Map):
]N!"1((+@]J#O+-Sqma1ar(&5p1eJ`jmjj9[
M+@!c+Rb'v
Sơ đồ 1: Sơ đồ nhận thức về các siêu thị ở Thành Phố Huế
Sơ đồ 2: Sơ đồ nhận thức về các siêu thị ở Thành Phố Huế được chỉnh sửa
 

(Ghi chú: Sơ đồ đã được chỉnh sửa để dễ quan sát)
2.4 Đánh giá sơ đồ nhận thức:
]!c+Rb[M6]&5%>;9&H)(&!$K>+@
8$+&+$$6Y;'&@0'=+b;@7+
1 ;'&Y8$Y@0+[67@c$+-6-
;'&+T4&&>8M\.F&>+01@4&!&'+H1K';'&
\%>1N%(O17'[M!&(8'5'!c+R
b4,
2.4.1. Đánh giá mức độ cạnh tranh giữa ba siêu thị:
i'#$N&$!,(-4,!c+RHb+ *4&<&$!,(-67
&(n8'#$FY*4&406&>?67&(98'#
$5&Y$$!,(S*4&67&(9L!,(-!Z 01@
4,4,-4@A
i@6>Y6'!c+R&K>+@.8'#$8$5&!'67&!,(-
Q1*9Q.''&46(&44,!c+RH!*4&8$4“P
,(SgK1@!#Ih+%>dS1,(S)(&4DK88$
)(>0+-(&!?*$!,(-
2.4.2 Đánh giá nhận thức của khách hàng về từng siêu thị:
~ ~

0(8'#$<&Y0(+0"D&+ &'Y,(S++@
8$b"6@1*

@6>;@7+ <&@A,b(5+@&4& !"+$$@!&(n
 Siêu thị Big C Huế:/Y#<&.4'%4S8$1!,(-(
8(>0EK;B64K+&;*T@6>&>0("g!+&;*T9
S!$8(>0EK;Bg+E([F+M8$+0G)(&6(&
!?*.
„"/(09)(>M<&!,(-.117K67c!P6K+*6
8$'4$9b&+@!"1@T&'(>1 104K17!'67
$+"<8$$+EY+[,(Sg+&;*Th.+F(
@176c!P*Fd@%"T'[9+(>+E+@8$
Y6&1*()(#"4'8;'&
Hình ảnh 4: Sản phẩm trưng bày trong siêu thị Big C Huế

'4&98$+067.6YN@c4Y8(>0EH)(&n
`$.b$@c4Y8(>0E9#$$T%;-
1‡9091‡8v!.9&>$@c4YJ"5G4[@P9$
:+0.67N@c4Y8(>0EK;B6D1&D.
+H(&!?
Hình ảnh 5: Các chính sách giảm giá của siêu thị Big C Huế
† †

(>,9+(+$1@(e6d1M8M"'.+1!1'&
gl$4X'Dh@&+@8$]&6+Re$'4`
$$TP.@&4X6D+0.8M•16Y$4X9+&!"8$
'4`nl$<&.@&?+E4X9$Y4X9$Y+?'+9&
$+"FG@A$'*+ +-6-@c(cN&4'-4@A9
T;U&>$4(JY<&!,(-.+@$,b(+(4&$
Kc$$!,(-8$k••
=+-&+H(6K1@!#I.8M+@8$
+$$".F08?a6Y$&>+bP8$6
&,(S>.H8$b!&16K1@!#I&>M

$J#')(#@&"…KJK18!,(-1*8M+@+$$&'6K1@
!#I&$+",8IK5C5ˆ1*6F+4,6Y,(SK1@!#
I)(&+(4&O6K<&+@8$+$$1g)(&4DKh
 Siêu thị Thuận Thành Martn(+@8$+$$1!,(
-K1@!#I"9$#1*1e.K1@6$#1N,(S
+F(678$6(&4+@8$]&P&,(S
+%>1 104K17%>1 104K17(>6>!,(-1(M1c
8$8s6D6!+&;*6T9<1'*9+0!,(-H(&
(TU 1[9@,(S>(1*8ˆ5&&+"<<&
Y1.6.''&4'–9;'&F0#5C1*+H&>+
01@9P4 +F(@+H5'&>(>Hb<&8$
 Siêu thị Co.opmart Huến 104K17.''&4+@1+-&
+H`&>4(%"/(0.01:-F<&#&J,JA?6
2 2

&!M/@c(8$+067.''&4v6Y+-&+H<&(1
(>+@H4K4O4,!c+R@A@A,(;U/(0PJA?vF
*>5C$>8'#oYH+0!,(-.''&4+H(&!?9Q@A,(
;UJ,S&JA&d8M1'*Y6+*1e9vFo[*>5C$>
YH+0!,(-.''&4+H,(;U
ƒ0b&<&!,(-.''&4/(0+@8$+$$&'6K
1@!#I(>'K>!,(-.''&4+E"@c%<&
Y1g/&K1@9$##G9a6a%Fh.''&4N
>,(F(4K8?8C6K1@(R(!#I'!,(-9D+E](>,
J"n_D!#I`4,8!,(-#+*,((I=&K
1@&'_%>1M17<&!,(-.''&4F;(>4Y+H>+@
(8$1&D1+H(&!?1e@P9U67j'1'&g*<&
Dh
Hình 6: Logo của siêu thị Co.opmart
Hình 7: Hoạt đồng hướng về khách hàng và cộng đồng của Co.opmart

3 3

,*+Y$#9!+&;*968(>,E<&!,(->@&+@+$$
&''+0(("R*6$4H"4'-4@A*4&&>?>9+T
J167.Y.''&4F)(&%+0N,(S>cN&
2.5 Một số giải pháp nâng cao hiệu quả hoạt động tại siêu thị Big C Huế:
2.5.1 Cơ sở chung để đưa ra giải pháp:
2.5.1.1 Tổng quan về nền kinh tế Viêt Nam:
=7"+ G4@P80lmJY)(%`G&+'*oo<&
v]&,/(019•LG9+%>1+(8(1+H$;'&
J$1XP4 -4@A9G4@P+F(@
…'#&94[1(8O-4@A6$(0&!Z+@;xJO
@7<4@c'ˆ$;'&4'@7+@&&6'-4@AJ$
1X +-&8M8HF809!#5(K9&>8;'&RA
)(>8;'&5(K8I(&>+@P4 .U676&
VW<&=&Y6P4 -4@A4&@7'+"67;'&
4'@7>$4Hc*'+(8+HP4 +F(@
T8$9dC'&80&VW<&=&Y$4'0)(&
6(0)(&+"67&8I(!ZJ-5&JO;F;FC' 1 4Y@
6>9@A,(;U!Z4K(!1&D'$1'*T$#4K
1e
2.5.1.2 Các đối thủ cạnh tranh:
=7bJ#1X6;'&(;-6aGo1†2~~24(+R-4@A
J$1X4,+-&J"/(04K(c 9K18@A,(;UP$
+M-17+&8(>@7(>H!&(&!?*$!,(-176p&
+*.$;'&J$1X&;-6aP"/(0&>+E
NJ@74@P&(8;'&J$1X+&+F(@6'-4@A
/(094'+#8H+0+'.&!'67"!,(-.9/$5E
j&l'.''67!,(-.''&4/(06/y(/(0'4&Q#
8H+0ƒ'C4&<&/("4'A&71Zd!Z&6'-4@A

o o

/(0!&(8+E5%>;!,(-ƒ'C4&P—J$'4'A&!?7!Z
N( *4&&>?4'J$1XP/(0]+&1*N1S
'@A;%/(0
2.5.1.3 Người tiêu dùng:
S+0Go9;%!"v]&,/(0k@A4'+
~o & 6~k2†k  N =%J"9k2†3@A!!"P -
6†~†k@A!!"P6UMM]Goo39z4D;%!"4'+
(1&'+ ]~(0~9•4'8z4D;%!"a( ;@7(
6]~(4P1,0k9•@6>]&,/(0!Z (R%1;R
;'a6a'$4H805E <&v%>1 -4@A+F>G
'N8;&J$1X&>
)(C,(;Un>(aN+1JP6>A&
M6 4<&D!ZS+)(C(&!,(- 1F'(F(#(F
!Z;F+@Y%>dS1c '$!,(-64(%@c
*Y
2.5.1.4 Nhận xét chung:
C'N,b(6;+'$6-4@AJ$1X95(@7@A,(;U6
%S6+"<*4&]+HK>4`-4@AJ$1X4'A
&7P4&4K(G,*+Y-4@AJ$1X!+E
J@76'( *4&4K8"1.$+"<*4&5(K(6
*c1'0*<&./(0(>cJ-+C;D&4@7!*
4&*67$!,(-.''&49(6 !"+"<HI@
ƒ'C4&9”&1>&4•T8$98$>8Sc+"67;-6aJ$
1X9;'+.FN01@6#$+@&4&U675(0&>
`5%>;6<"@c(.1(M1 @c((>S6+$
<&D
2.5.2 Một số giải pháp cụ thể:
 


0c!P4, 67N+$$6!c+Rb9[M5+@&
4& !"#$aH!&(n
2.5.2.1 Nhóm giải pháp về sản phẩm:
(&)($4Y,b(<&[M6)(>0+-<&8$8+
(&!?* !,(-'+YK1@!#I1,(S)(&4DK9+&
;*T+@8$'1)(&4Dbk=*8$#
!g+&;*Th<&!,(-.1&'K!'67&!,(-.''&4
6!,(-(9T;UgK1@!#Ih8ˆc!'67$&!,(-
>96Y6>.,n
 #J#'(R"5(K5b6K1@'$+RA@A5(>,J!(6'
+$T7H,+@M6> $()(#!,(-F
?J?M-4@A6N!#I7(R"95(K5b4“49K
1@+#J#'6$#1S+H!,(-1(MNT71'[
;&a'$+$b"(F(8$9aHn
i(&%+06K+6!&'I4'!,(-6K1@
&.$1'*&+@J$4'!,(-#8H4&4“E$6b
6K1@96#4“5(K5b&+H@A,(;UH&%6
5(K5b<&!#I
iY80N(K&7`J!(NT79
+&;*c9'[c([8$+067!,(-
i.F*16;(>4Y")(&"+‰+"67$(K+H+#J#'
8"1@1(M!—`+$bD(F(<&8$`$
@A5(>,b$J( -94&'+N&.6$(b`
?T")(&N&&J,
 &;*&!#I<&;'&`+$b(F(+&;*<&
8$9@n
 

i=]&J>J$$!#I+$6'N8$(&'6

N8$(Kc=S;a !"!#I'8$
(&'@1+R9&> ^&'K•
i.HJ>J$N!#I!$*'9&;&;C`1G!S[
'8$
i.F#,b((F(<&8$+HH+@&4&N01@
!#I+[+?`a6a"(F(<&8$TJ[e7N
(F(7<&8$95(0*6FY5&+H+@&4&J>J$$!#
I$!,(-8$@&`a6a"'8$d@%&'
G1*4&`$;UJ#O+H&8#'e80<&8$9!&(
8(&Y%6,H+@&'8$ J#O6+-D[
+x+$6'J#O9H+$&>4R+@&1*'%6,'THJO6'
U@e'!,(-
2.5.2.2 Nhóm giải pháp về giá:
l$+@'1>0("*4&)(&4D4'6([8$<&D
;'&=Y6>96+@&4&+@S!$$Ue:&+TJ)(&
4D9['$;'&01@8;'&()(#
(&80)(#+(4&'K>F17>0("1'8$)(&%4@78
1&D(&!#I* !,(-'+1K1@@>0("6$0
 z4D8$&'+13•q&'K1K1@!#I67k•rq#r6Y
6>'6*'4&!#IK1@&'Y6+4&b$U!Z[
.H*4&67$!,(-8$j'1'&<&.1gl$4X'Dh6
a,(<&M>d@7+06&1*$4XK'8$9`
G!b*4&(>,9+(>@&+@8$#6+$$
+[$+067.+&F8M#6Y$9D#!#IY
4Xc9!#IY+?cT;U,b(!#I<&.Kc$
!,(-8$k••'+9M>F#NJ$`+-$'U
k k

91'8$#+@.1gl$4X'Dh9 !"#
$5+@&4&@!&(n

i"1@&+F(6'<&.4K179+%>1 10<&!,(-4'
)($4Y+$6$67$(K!#I`1#$<&>0("
+F(6']+#+@$<&!#I+F(4&9+#J#''$<&!,(-1$4X
+"678$.F[4DcN&6'8%(>0("+F(6'9F#$
+0KK4')($4Y+$
i'&,N,b(6;J$'$#-4@AS5$9
8$)(&+HNJ$S0(;J$'$#!ZG4'@c1&
Y.F+T4@76+-(>['!,(-4$6JKA8
$-4@AG1'!,(-#G$C'91#@P+0#<&
8$6!,(-
iƒ(M<+ (R98H!'$TZ!#I`"H(N
SJ#')(#9S1@(8'9•`#S4,L!#IJ>J$
i.F@A5(>,8#'!$$--4@A6?J?NM6
5(04-4@A9]++@&4&NJ$6(R`4$Y4*b
R8M%>0*!p;a&>0(a!#I1'$JK
i;aS!$@(+E6$<&S<+HH*K$!#I+0
bH
2.5.2.3.Giải pháp nhằm nâng cao hoạt động của Big C về các chương trình khuyến
mãi:
.@c4Y8(>0E1 4'N>0("#@P+061&'
!,(-.+H(&!?#(8$9,(S>+@8$#4K
&'!'67!,(-.''&46!,(-('+9.F$(>6
%&'cN&0*>9@n
 

i.F#$@c˜8(>0G+[A+H,b6
$;-1‡)(&4'.$bb#1e+H4$8$H(F1
!#I<&!,(-8M"9!?0*@18'#$N&$1F
8(>0E, 8'#K+-9MJ"A*9K1@<&N!#
I+@8(>0E`*'1Q+"67@A,(;U

i=$@c4Y8(>0E#+&;*6$b8(>0
E`*'!8$J6([8$.@c4YY8(>0E#
$9@c4YY(&T)(•4$1T1* $b808$
#!,(-8M+7.•*@@c4Y8(>0E18
8$(&!Z+@S1d>+H+H+6ˆ+5C9&>+@$@(
+E6$;-6a8$
i.$@c4Y8(>0EF#+@)(#J$(c`M
+08$+F>+<K.H)(#$'4,69J$'9*S&>H+H-
%6,$A4cPcY!!"/'T(,+ d!6,+H$`
#S
i .$@c4Y8(>0EF+#J#'6TK1@d@!"
1@<&&
i(>4Y6G@A*cN&$@c4Y@(+E&><&!,(
-./(0@X@(+E9)(‡S9&>&'61?+T‡S
i=.JO'*+ 5CJ(e‡S+%>1 )(>0+-`?#
S6Y&>YY88G9(>,61>H#@P1#
1@8$+0.6Y+(8+-&1e=Y6>9.,P1*'*+ >8
YY80+-c`+$b+(8+1*<&8$
2.5.2.4Một số giải pháp khác:
+ G@AJR;@x6aJ$'%6,`a6a&
6"K'8$RA%&'8#G#)(>0$6K+
$! $O&+$61eK
i,N@(+E+"678$6&'$)(&X`
1G1@8$;UX&'$9+(>['!,(-#)(>0+@!
 