Nghiên cứu lý luận về marketing trực tuyến trong hoạt động thông tin thư viện

NGHIEN CiKU-TRAO DOI

NGHIEN CCfU LY LUAN VE MARKETING TRUC TUYEN
TRONG HO/VT D O N G THONG TIN THU? VIEN
Nguyen Manh Nguyen
Trudng Bai hoc FPT

Tom tit: BAI viSt de clip dgn nhOng vSn dS ca bin cQa ly lu$n ve marketing tri/c tuyin

trong hoat d0ng thdng tin-thu vi$n. Trong do, di sSu phan tich ndi ham khai ni$m, cd xem xit tdi si/

khac bi(t giUa marketing tn/c tuySn vdi marketing truyen thdng, tlm ra nhOng dSc trung co bin c

marketing tn/c tuySn. Ddng thdi, nghiSn cdu vai trd, ndi dung, nhdng y6u td tac ddng vi cac tieu c
danh gia hidu qui cOa marketing true tuydn trong hoat ddng thdng tin-thu vien.
Tif khda: Hoat ddng thdng tin-thu vign; marketing true tuy^n.
Theoretical research on online marketing In information-library activities

Abstract: The paper addresses the basics of online marketing theory in information-library

activities. In-depth analysis of conceptual content, with consideration of the difference betwe
online marketing and traditional marketing, find out the basic characteristics of online marketing.

tile same time, research the role, content, impact factors and criteria to evaluate the effectivene
of online marketing in information-library activities.
Keywords: Library-information activities; online marketing.

1. Npi ham khai niem marketing triic
tuyIn trong hoat ddng thong tln-thuvlen
1.1. Dinh nghTa mari(eting tn/c tuyen
trong hoat dong thong tin-thu vien

Td nhdng thap ky cudi cua t h i k j XX, sU
xuat hien eua internet, da va dang iam thay
ddi phUdng thdc giao tilp trong xa hpi, xda
b6 mpi khoing cich v l khong gian va thdi
gian. Internet da trd thinh edng cu hd trd
dSc luc chp cac heat dpng marketing eda
cac Cd quan, td ehde doanh nghiep nham
gidi thiiu, quing ba s i n pham, djch vu
cHa minh. Marketing trde tuyIn da va dang
dupc Ung dung rong rai trong nhieu ITnh
vuc khie nhau, trong dd cd Tnh vUe TT-TV
Sukien nay la budc ngoit mdi eda marketing,
SUpc^xem nhu la giii phap hoan hio gidp
cac td ehde de dang dat dUde mue tieu da d l
ra. Hiin nay, khai niem marketing trde tuyIn
liupc sd dung vdi nhilu ten gpi khac nhau

.^^

nhu: Electronic Marketing (E-marketing),
Internet Marketing, Online Marketing,...
Theo Philip Kotler: "Martei/ng true tuyen la
qua trinh lap ke hoach ve 4P - Sin pham,
C3ia, Phan phoi va Xuc tien thddng mai doi
vdi sin pham, dich vu va y tudng de dap dng
nhu cau cua tochdc va ca nhan dua tren cac
phuang tien dien tCt va internet' [5, tr. 45].
David Kurtz va Louis Boone cdng eho rang:
"Marketing dien tU (electronic marketing hay
e-marketing) la qua trinh chien iUdc nham

tao ra, phan phoi, xuc tien va dinh gia hang
hoa cung nhU dich vu tdi thi trudng muc tieu,
thdng qua internet hoac cac cong cu ky
thuat so' [3, tr. 79]. Con theo Dave Chaffey
va Finona Ellis-Chadwick: "Marketing trilc
tuyen la qua trinh dng dung internet va
cac cong nghe ky thuat sd ket hdp vdi cac
phUdng tien truyen thong de dat duac cac
muc tieu marketing" [4, tr. 11 ].
T H 6 N G TIN VA TU LIEU - 6/2019 |19


NGHIEN CUfU-TRAO DOI
Hi8n nay, tran the gidi, marketing trde
tuyIn da dupe dng dung rang rai trong ITnh
vuc TT-TV. Dua vdo met sd djnh nghTa trdn,
cd t h i hieu rang, marketing true tuydn la qua
trinh dng dung eae eang cu nhu website,
email, mang xa hpi,... tren nen ting internet
va ky thuat sd cho tpan bp ndi dung hoat
ddng nghien cdu nhu cau cua khich hing
va quing b i cac s i n pham, djch vu cua to
ehde nham nang eao hieu q u i hoat d6ng
cua minh. Va marketing true tuyen trong
hp?t ddng TT-TV la q u i trinh dng dung eic
cdng cu nhu website, email, mang xB hdi,...
trin nen ting internet va ky thuat sd vao
hoat ddng nghien cdu nhu cau ngiidi dung
tin (NDT) va quing ba eic s i n pham, dich
vu TT-TV nham ning eao hieu q u i hoat

ddng eda td ehde.

khdng ed thdi gian^chlt. Nhd do co the
nhanh chdng n i m bat nhueau
^"'^^^^l
va quing b i cie SP&DV =0"9 "'^„'^t"f ^DT
cua Cd quan, td ehde tdi mpi dpi tddng NU
moi Idc, mpi ndi.
.

Ba la, cd tinh tddng tie eao 3'?^''^"J^^.
qia TT-TV va NDT bdi sU tiep can trao doi
thdng tin dd ding, nhanh <=Wng tnJd tiep
Vi vly, viae tu van, phuc vu thong tin hay
cie dang'vat chat khac luu giu thong tin
cung dUde nhanh chdng hdn.
Bon I i ed tde dd truyen tai thong tin
nhanh chdng vdi dung lUdng Idn. Nhd do,
viae nam bat nhu cau tin, chuyen t i l thong
tin cung cae loai hinh SP&DV TT, TV tdi
ngudi sd dung cung rat nhanh chdng, tde
thdi. cang nhieu ngUdi sd dung, chia s i thi
thdng tin eang dude Ian toa nhanh ehong
1.2. B$c diem cUa Marketing trUc tuyen vdi dien rpng Idn.
trong hoat dong thdng tin-thU vien
Nam la, cd k h i nang djnh hudng eao,
Marketing true tuydn trong boat ddng
Nhd eae thdng tin thu dddc qua trao ddi,
TT-TV cd nhdng dac dilm vdpt trpi nhd sau:
eic cd quan TT-TV de dang nhan dian

dupc nhu cau tin (NCT) eua eao ddi tddng
Mpt la, khong bj gidi han bdi khdng gian,
NDT khie nhau v l trinh dp, Ida tudi, t i m
d l dang gidp cae ed quan TT-TV nam bat
ly, sd thieh, thdi quen va ndi dung cua nhu
dupe nhu cau tin eua NDT, quing ba cie
cau tin, Tran ed sS dd, cae cd quan TT-TV
s i n pham va djch vu (SP&DV) eung nhu
hinh i n h eua minh tdi mpi ddi tddng NDT
thdng qua cae kdnh phan phoi trUc tuyIn
film nang tren tpan the gidi.
se hudng tdi eae ddi tddng NDT khac nhau
d l phuc vu cho phu hdp, giup hp thda man
Hai la, khdng bi gidi han ve thdi gian, cd
tdi
da NCT cua minh.
the tien hanh liin tpe trong mpi thdi diem.
B i n g 1: So sanh dac diem eua marketing true tuydn va marketing truyen thong
Marketing truyen thong
STT Dac diem
Marketing triic tuyen
Phuong
Sd dung internet, cic phUdng tien
Sd dung cie phUdng tien truyen thdng
1
dien td
thUc
truyen thdng khdng qua Internet
Khong
Khdng bj gidi ban bdi khdng gian,

2
Bj gidi han bdi khdng gian, thdi gian
gian
thdi gian
Thdng tin nhanh chdng, lien tuc, cap Mat nhieu thdi gian, khong lien tue,
3 Thdi gian
nhat, dd dang.
kho cap nhat thdng tin
4 LUdng NDT Sd iudng Idn v i khdng phan biet
Sd lupng gidi ban, ed phin biet NDT
Tiep nhan, phin hdi thdng tin nhanh Tiep nhan, phin hoi thdng tin eham
4 Phin hoi
chdng, dd dang, khdng rap ein
hdn, kho khan hdn, ed ran nin
5 Chi phi
Thap
Cao
LuUtrO
Dung lupng thdng tin luu trd Idn, truy Dung lUdng thong tin luu trd nhd truy
6
thdng tin xuat de dang, nhanh chdng
xuit khd khan, mat nhieu thhi rjian
7 Loi nhuan j Phi Ipi nhuan
Phi Idi nhuan
8 IMuc dich 1 Nang eao hieu q u i hoat ddng
Nang cao hiiu quiTroaTS,^^
ii
1
201 THONG TIN VA TU LIEU - 6/2019

NGHIEN Cl/U-TRAO DOI
So sinh marketing truyin thdng vdi
marketing trge tuyIn trpng hoat dpng TT-TV
ta thay cd nhdng diem khie biet ve chat
nhusau:
Trong 8 dilm so s i n h 6 b i n g 1, ta thay Ipi
ich ciJa marketing trde tuyen la vuflt trdi, ehi
c62dilmve Idi nhuan vamuodiehhoatddng
la gidng marketing truyen thdng. Nhu vay,
marketing true tuyen trong ITnh vde TT-TV
CO vai trd rat quan trpng.
2. Vai tro cija marketing tri/c tuyen
trong hoat dong thong tIn-thU vien
2.1. Bdi vdi cac co quan TT-TV
Marketing true tuyen giup ed quan TT-TV
nam bat dUde nhanh chdng NCT cua edng
dong NDT; nam bat dUde thdi quen, sd
thich, phUdng each sd dung c i c loai hinh
SP&DV TT, TV khac nhau eda NDT; giup
cac cd quan TT-TV d i p dng NCT eua dai
da sd NDT, ddng thdi djnh hddng boat
dpng phuc vu thdng tin cho phu hpp vdi
tdng ngudi, tdng nhdm ddi tddng NDT khac
nhau v l tudi tae, trinh dp, yeu cau eua edng
vigc hay ndi each khie la phu hdp vdi muc
dich sd dung thdng tin, tai liau eda NDT,.,.
Marketing trde tuyIn giup hoat ddng thdng
ke, dinh gii hieu q u i hpat ddng eua ed quan
TT-TV de dang hdn, mdc dp linh hoat cao

hon. Td ket qui dinh g i i nay, cd t h i sc sanh
hoat dpng marketing eua cie ddn vj ban d
trong va ngpii nude de td dd tap trung hoan
thien phit trien cie loai hinh SP&DV TT-TV
ma dai da sd NDT hudng den, gidp xay ddng
chiln Idde marketing tdi du hdn. Hon nda,
phuong thdc marketing niy edn quing b i
dupc sau rpng hinh i n h eda co quan TT-TV
do sutudng tie giOa cd quan TT-TV vdi NDT
dupc diin ra lien tuc va de dang, thieh dng
vdi su bien ddi nhanh chdng cua NCT va mdi
trudng sd dung, vdi ehi phi thap hdn sc vdi
marketing truyen thdng.
2.2. Ddi vdi ngudi dung tin
_ Trong ky nguyin sd, c i e thiet bj dien
W nhu smartphone, laptop,.,, da trd nen
khong the thilu ddi vdi nhilu NDT. Do vay,
lioat ddng marketing true tuyen se phu hdp
»di NDT, giup hp tilp can dupe thdng tin
nhanh chdng, de dang, t i l t kiam dUde thdi
gian va ehi phidi lai khi sddung cae SP&DV

eda thu vien. Cie giao djch gida NDT v i
cac ed quan TT-TV se dupe ddn giin hda,
khdng^ bj phu thupc vap khdng gian, thdi
gian, d mpi Ide, mpi npi,,.. giup NDT tUdng
t i e vdi cd quan TT-TV nhanh chdng nhu
nhan tu van, chu dpng gdi y kiln dinh g i i ,
phan hdi khi can thiet. Hpn t h i nda, edn de
d i n g luu trd, chia se nhdng thdng tin hdu

ich ma cd quan TT-TV cung cap tdi ddng
nghiep, ban be, ngddi than,...
3. Npi dung cua marketing trde tuyen
trong hoat dong thong tin-thu vien
3.1. Phit trien sin pham va dich vu
thdng tin, thu vien hien dai
Day la ndi dung quan trpng nhat eda
boat dpng marketing true tuydn. S i n pham
la kdt q u i eua q u i trinh xd ly thdng tin, tren
CO sd do td ehde c i c djch vu phuc vu viec
truy cap thdng tin cho ngddi sd dung dudi
c i c phUdng thdc khac nhau. Hian nay, khi
CNTT |)hit triln, NCT eda NDT ludn ludn
thay dpi, vl vay viee tim hilu, nghian cdu
NCT, d l td dd x i y dung ke hoach phat triln
cae SP&DV TT-TV sao eho phd hpp nhat
vdi NCT eda NDT la van de can chu trpng
eua eic ed quan TT-TV, dac biat la trong
c i e trudng dai hpe. Cdc Ipai hinh san pham
TT-TV hien dai, nhu: CSC)L, website. B i n
tin dien td; Tap chi tdm tat diin td; Thd muc
chuyen d l ; Thu muc toan van; Thu muc
bay yeu td; Thu muc eua thu muc; Tdng
luan khoa hpc; Chi d i n trich dan khpa hpc;
Danh mue (Danh mue gidi thieu sach mdi
hay Danh muc tai lieu thee ehuyan de),...
C i c Icai hinh dich vu TT-TV nhu: djch vu
mudn t r i va gia han t i i lieu; djch vu tra edu
v i khai thic thdng tin true tuyen; djch vu
tu van thong tin, hd trd true tuyIn, djch vu

cung cap thdng tin theo yau cau; djch vu
hd trp hpc tap v i nghien edu; dieh vu dap
tao, tap huan... NDT ed the cam nhan duac
eae loai hinh SP&DV tren thong qua chat
Iddng, kieu d i n g nhan hieu/tin gpi cua mdi
icai hinh eu the.
3.2. Gia cua sin pham va dich vo
Gia eda SP&DV TT-TV rat quan trpng
trong hoat ddng marketing true tuyen. Mac
dd boat dpng TT-TV la boat dpng phi ipi
nhuani nhung gia eda djch vu van quylt
djnh den k h i nang tiep can tdi thdng tin
THONG TIN VA TU LIEU - 6/2019 [21


NGHIEN CCrU-TRAO DOI
eda NDT. Vdi ngddi sd dung "Gia eda mdt
san pham hpae dich vu la khoin tien ma
ngudi mua phai tra eho ngudi ban d l dUde
quyen sd hdu, sd dung s i n pham hay djch
VU dd" [2, tr. 9]. Vdi ngudi eung cap: ' G i i
ca eda mpt bing hoa, djch vu la khoin thu
nhap ngudi ban dUdc nhd vide tieu thu s i n
pham" [6, tr. 256]. Mdc g i i phai tUdng xdng
vdi g i i trj m i c i c SP&DV TT-TV mang lai
phii mang tinh canh tranh v i phii d mdc
NDT ed the chip nhan dupe. Viee dinh g i i
can phii can ed v i e chat idpng dau tu dau
v i o , q u i trinh xd ly, su c i m nhin, phin hdi
eda NDT.

3.3. Phan phoi sin pham va djch vu
Phin phoi ia hoat ddng d l cae SP&DV
TT-TV de ding den tay NDT v i o ddng thdi
dilm m i NDT can. Phan phdi song song vdi
tu van, hd trd NDT trpng qua trinh sd dung
la nhiem vu quan trpng nhat eda bat ky
chien iupe ke hoach marketing nao. Mudn
vay, de viec phan phdi SP&DV TT-TV hien
dai hieu q u i , can lua chpn c i c cdng cu de
chuyen t i i nhdng thdng diep can marketing
cua cd quan TT-TV tdi NDT Cie ceng cu
ddng de phan phdi eae SP&DV TT-TV trde
tuydn phd bien nhu: website; mang xa hdi;
thu dien td; phin phdi thdng qua cie thiet
bj di ddng (mpbile marketing), bIpg,...
Website: Website eda eic cd quan
TT-TV la edng thdng tin - gidi thieu nhdng
thdng tin, hinh i n h , SP&DV,,.. Website la
met trong nhdng kenh phan phdi trde tuydn
quan trpng nhat, ed t h i chda dung tat c i
thdng diep mudn gdi tdi NDT, I i cdng eu
thu thap thdng tin phin hdi, trao ddi thdng
tin true tilp gida ngudi phuc vu va NDT.
Website piiii d i m bio: npi dung ludn day
dd, hap dan; giap dien dep; de dang tim
kiem thdng tin; tinh tUdng tae cao; k h i
nang tuong thieh vdi eae thiet bj dien td
khac nhau,...
Mang xa hoi (Social Networking):
Marketing tren mang xa hdi (MXH) dang

la xu the va la kenh marketing khong the
thilu cua mdi ed quan TT-TV. MXH dude
hinh thanh tren ed sd eic phan mem xa
hdi, dudi dang mpt cau true xa hpi. 6 dd,
c i e td ehde va c i nhan ed kha nang tUdng
t i e linh hoat. Vdi mpt cd che la tap lap
22| THONG TIN V A T U LIEU-6/2019

ceng ddng, md ra mM the gidi m * co van
hda'thdi quen v i hanh vi ^ f ^ ^ ^ ^ ^ i t i
eda nhdng ngudi tham S ' ^ J f J . ® ' " ° j j d
md reng cong ddng c i ve chat Idpng va sd
Iddng; khuyen khich tudng t a c f u a "gddi
dung trong edng dong, nhd: pho ket hOp
tim kilm khai thac thdng tin; xU ly thong
tin- chia s i thdng tin; chd dpng tad ddng
va phit triln cau hinh ea nhin, quing cao
s i n phdm,... Vdi kha nang ket noi rpng rai
va tUdng t i e thdng minh, MXH se thu hut
duoe mot Iddng NDT vd eung Idn va nhanh
chdng, tde thdi. C i e cd quan TT-TV eo the
tao tai khoin e i nhan, nhdm, fanpage dS
k i t ndi vdi NDT mue tieu, quing ba thong
diip cua cd quan TT-TV tdi ban be eda
hp, se cd mpt sd lupng NDT theo^doi vd
edng Idn, C i e mang xa hdi phd bien hien
nay nhu: Facebcok, Twitter, Instagram,
Yputube,Googie-i-, Zaip,...
- Thu dien til: la m6t hinh thde marketing
trde tuyen phd bien h i i n nay. Email gidp

truydn tai theng tin nhanh ehdng tdi nhilu
NDT trong edng mpt thdi diem (danh sach
dja ehi email dupe q u i n ly td dpng). Ddng
ttidi con cd t h i g i i i d i p thac mac, thu n h i n
phin hdi td NDT nhanh ehdng, vdi dung
lupng thdng tin idn. Cae bude eO b i n de
trien khai email marketing gdm: Xay ddng
danh sieh email; Thilt ke email; Gdi email
va d i n h g i i k i t q u i . Danh sieh dja ehi
email ve NDT can ed day du thdng tin nhd:
nam sinh, trinh dp, nganh nghe, ITnh vde
quan tam, gidi tinh,... d l phan nhdm eae
ddi tddng NDT phuc vu cho phu hdp, hieu
q u i . Viec thiet k l npi dung email neu thuc
hien tdt se la yeu td quydt djnh cho sU
thanh edng eda "Email marketing". T h i l t k l
Email se dupe thuc hien tren mpt trinh soan
thio van b i n HTML nhu Dreamweaver,
Frontpage,... hoac c i e chuong trinh xd
ly i n h nhu Photoshop, hoae sd dung eae
phan mem email marketing. Khi soan t h i o
nei dung Email can phii x i c dinh ro ring
muc tieu marketing. Email phii hudng NDT
tdi mpt hanh ddng cu the nhu- Click vac
mat nan ket de xem bai vigt tran website
Click vao mot form dang ky, xem mot video
clip,... thdng tin trong email phii pqan oon
xuc tich, ro rang, hinh thdc trinh bay dep'

NGHIEN Cljru-TRAO DOI
Binh g i i ket q u i "Email marketing" can
thdng ke: sd Iddng NDT md email, sd lUdng
email bi hdng, sd Iddng NDT click vao lien
ketvangdng nhintin,,.,
Ii4arketing thdng qua cac thigt bi
di ddng (mobile marketing):
"Mobile
marketing" la hinh thde marketing tran
cao thilt bj di ddng, sd dung c i e thiet bj
di ddng e i nhan d l gidi thieu, quing ba
thddng hipu, eae SP&DV TT-TV tdi NDT
"Mobile marketing" la kenh giao tiep va
truydn thdng true tuyen quan trpng, hieu
qua gida cd quan TT-TV va NDT. Hien nay,
so lupng ngudi dung sd dung eae thiet bj
dl ddng thdng minh nhu; Smartphone, may
tinh bing,,,, thay vl phii sd dung m i y tinh
nhu trUde diy d l tim k i l m thdng tin, k i l m
tra email, trao ddi chia s i theng tin,... dang
ngay eang tang. C i e hinh thde "mobile
marketing": quing eao thdng qua e i c dng
dung di dOng, phit triln dng dung di ddng,
SMS (Short Message Service) marketing,
MMS (Multimedia Messaging Service)
marketing,... Tuy nhiin, de dat dddc hieu
qua cao nhat, mpbile marketing nen dupe
cac CO quan TT-TV k i t hdp ddng bp vdi cac
kenh marketing khie treng mpt chien Iupe
marketing tdng t h i .

- Blogs: la nhat ky true tuydn eda ngddi
diing, mdt cong cu hddng tdi NDT la ea
nhan - nhdng ngddi mudn xay ddng eho
ban thin hd sd trde tuyen ve thdi quen, sd
thich eda hp trin mdi trudng World Wide
Web. Vipe tao lap mpt blog rat ddn giin
nen ai cung cd t h i tham gia, tao ra blogs
cho rieng minh. Vi vay, blogs la cdng eu
pho biln, dupe yau thich sd dung cua nhilu
ca nhin, td ehde, Thdng tin cap nhat tren
blogs thddng I i eic b i i dupc dua len eua
oa nhan, Blogs eho phep edng bd thdng tin
long rai ddi vdi edng ddng ngUdi ddng vd
ghi chep/nhat ky v i nhan binh luan, t r i Idi
phin hdi td nhdng ngudi khie ve b i i viet
cua minh. Do vay sU tddng tae, chia se vdi
c^ng ddng nhdng ngddi cd cdng mdi quan
tamtrin mdi trudng true tuyen rat d l dang,
thuan^lpi mpi Idc, mpi ndi, Blogs cd nhieu
Uu diem trpng vi6e quing b i thdng tin va
IWng tic trong epng ddng n i n da trd thanh
cdng cu dupc dng dung trong cac eO quan.

to ehde mdt eieh nhanh ehdng, sau rdng.
Cac djch vu tao iap blogs phd bien nhU:
Wordpress, BIpgger, ...
3.4. Truyen thdng quing cao sin
pham va djch vu TT-TV
^ Truyin thdng quing c i o i i phUdng thde
sd dung eic phUdng tien vdi mue dich gidi

thieu den NDT de hp biet d i n hinh i n h cua
ed quan TT-TV eung eic SP, DV TT-TV.
edng thdi nam bat NCT eda NDT d l dieu
ehinh heat ddng ed hiiu q u i . Trong moi
trudng internet, boat ddng truyen thdng
quing b i la viee ap dung c i c bien phap
quing cao trde tuyIn, tdi Uu hda cong cu
tlm kiem... giup cie ed quan TT-TV thu hdt
su chd y eda NDT. Ddng thdi ting sd hien
dien true tuyen eda c i c loai hinh SP, DV
TT-TV cdng hinh i n h cua cd quan TT-TV
d nhieu website, mang xa hdi khie nhau,...
H idn nay, de tlm kilm thdng tin tren internet,
hau het mpi ngudi deu sd dung cac edng
eu tim kiem nhu: Gepgie, Bing, Yahoo,...
Do dd, mudn NDT ed the da ding tim thay
dja ehi c i c kenh truyin thdng eda eda ed
quan TT-TV thi phii ap dung c i c bien phip
tdi Uu hda cdng eu tlm kiem hay ndi c i c h
khie, can "tap hdp cac phUdng phip nham
nang cao thd hang eda mpt website trpng
eic trang k i t q u i eda c i c cdng eu tim
kiem", Viee chuyin t i i cie thdng diep cd
gay dupc sU chd y, tiep can dddc tdi NDT
mue tieu hay khdng con phu thude vae
nhieu yeu td. Do vay, khi triln khai truyen
thdng, quing b i , can cd nhdng dinh gia,
do iudng hieu q u i eda heat ddng niy thdng
qua nhdng phan hdi td phia NDT.
4. Cac yeu t d t i c dpng tdi hieu q u i

cua hoat dpng marketing trde tuyen
4.1. SU nhan thilc ve vai trd cua
marketing true tuyen
Nhan thde ve vai trd eua marketing
true tuyen ed i n h hudng quan trpng tdi
sd thinh ceng hay that bai eua boat ddng
marketing true tuyen. Hien nay, vdi sU phat
trien manh me eda CNTT, truyen thong
v i c i c phUdng tien dien td, NDT da thay
ddi nhanh chdng c i c h tiep can thong tin
td ngoai tuydn sang true tuyen. Do dd, d l
nang cao hiiu q u i phuc vu, cie cd quan
TT-TV can phii thay ddi nhan thdc, x i y
THONG TIN VATU LIEU-6/2019 |23


NGHIEN caU-TRAO DOI
ddng chiln Idpe, chd trong hdn vao eic
boat ddng true tuyen. Trong bdi canh nay,
n l u c i e b i n liin quan ed nhan thde day du
ve vai trd eda marketing true tuyIn thi heat
ddng n i y se dddc quan tam, dau tu day
dd ve: nhin Idc, vat luc, tai Idc, tin luc,...
va ngude lai, neu nhan thdc chda day dd
se d i n d i n hieu qua heat dong kheng eao.
4.2. Yeu to mdi trudng trong hoat
ddng marketing trUc tuy^n
Yeu td mei trudng ehinh la dieu kien
kinh te-xa hoi d l marketing true tuyen dat
hieu q u i . Neu ed ha thdng eic van b i n quy

pham phip luat tdt thi hieu qua marketing
true tuyen cao. 6 Viet Nam gan d i y da cd
met loat c i c luat liin quan, t i e dpng true
tilp ddn marketing true tuyen, nhu: Luat
CNTT, Luat An ninh mang, Pridp lenh thu
vian, Luit tiep can thdng tin, Nghj djnh boat
ddng thdng tin KH&CN,... Moi hoat d6ng
marketing true tuyen deu phii tuan theo
eae dudng idi, ehinh sach cua Ding, Nha
nude. Ngoai ra edn eic van dd nhd ydu td
van hda, giio due dao tao eung i n h hudng
tdi viec hinh thanh van hda dpe va NCT
eua NDT; Je giio due, b i n canh hinh thdc
hpc tap trung edn nhieu hinh thde hpe mdi
nhu: E-learning, hpe td xa qua internet,,.,
td dd i n h hudng tdi thdi quen tidp can, tlm
kilm thdng tin eda NDT. Day la dieu kien
thuan Idi de trien khai hoat dpng marketing
trde tuydn dat hiau q u i .
4.3. Kinh phi diu tU va cdng nghd
dUOc Ung dung cho marketing tn/c tuyen
Y l u td kinh phi dau tU i n h hudng rat
Idn d i n heat ddng marketing true tuyln.
Mae dd kinh phi thde hien marketing true
tuyln thap hdn rat nhieu so vdi boat dpng
marketing truyen thdng, nhung n l u kinh
phi q u i eo hep se rat khd dam b i o hiau
qua. Cac hang muc can dau tu phuc vu
marketing true tuyen gem: kinh phi tao lap,
phat trien c i c SP&DV, thilt k l website;

kinh phi tao cac video, kinh phi tdi uu hda
cdng cu tim kiem, kinh phi danh cho boat
d6ng quing cio,...
Cong nghe dupc dng dung trong hoat
ddng marketing true tuyen eung la mot
trong nhdng yeu td quan trong, t i e dpng
true tilp den hieu qua boat dpng. Qua
241 THONG TIN VA TU LIEU - 6/2019

trinh td ehde marketing trde t i y e " ^J^'^^
la qua trinh dng dung internet, e ^ k e n n
phan phdi true tuyen, cie Pt:'{ông ã'?" * ^ "
id d l thdc hien. Mdi kenh phan Ph°'. " " " S
nghe cd nhdng dac dilm "eng, vi viV Phai
can ed vao d i e trdng eua tdng loai de xay
dung chien Idde marketing cho Ph" "^P
nha't^ Trong thdc td, CNTT lien tge dd?c
phat triln, hoan thian. Do vay, cae ed quan
TT-TV phii ludn nhay ben, b i t k|p vdi
nhdng thay ddi nay v i hiin dai hoa eae
SP&DV eda minh.
4.4. Ngudn nhan lUc cho hoat ddng
marketing trUc tuyen
Con ngudi ludn la nhan td quan trpng
va then ehdt nhat, i n h hudng den hiau
q u i boat d6ng marketing true tuyen. Do
vay, can cd ngudn nhan idc vdi nang kJe
tdt ve eic mat: kien thdc, ky nang.^pham
chit dao ddc v l marketing true t u y l n . Cu
the: phii ed hieu biet ve n g i n h TT-TV,

v l cac SP&DV, ve marketing, dae biet la
marketing trde tuyen, am hieu v l tam ly
eda NDT,... Ve ky nang, can thanh thao
quy trinh marketing trde tuyen cung e i e
thap t i e CNTT tdt. Cd kha nang sd dung
eic edng eu trong thilt k l dd hpa, ky nang
giao tiep, ky nang lam viec nhdm va thanh
thao cac kenh phan phdi true tuyen. ... V l
pham chat dao dde, can ed tinh than trich
nhiem eao vdi edng viee, t i m huylt vdi
boat ddng marketing trde t u y l n , ludn cd y
thdc phat trien boat dpng nay.
4.5. Quy trinh trong hoat ddng
marketing tn/c tuyen
Quy trinh la trinh tu thuc hien mot boat
ddng hay mpt b i n hudng dan da dddc quy
djnh (ghi rd eie budc va npi dung edng viec
can lam va eae nnue tieu can dat dUde),
mang tinh chat^bat bupe, dap dng nhdng
mue tieu cu the eda tdng hoat ddng. Quy
trinh phai dat yeu td hieu q u i lam muc tieu
hang dau. Viae thUe hien quy trinh boat
dpng marketing true tuydn se gidp chuan
hda c i c hoat dong, nang cao nang lue eda
nhin vidn marketing va su phdi hop nhip
nhang gida cac bp phan eda CO quan TT-TV
Quy trinh cua marketing true tuven bao
gom: e i c chinh sieh, ehi ph, (^Jg, j =
thu thap thong tin, lua ehpn kenh phin phdi

NGHIEN Cljru-TRAO DOI
SP&DV, quing cao, p h i n tieh sd liau, d i n h
SP&DV phu hpp nhat vdi NCT eda tdng
gii hISu qui,... Trong q u i trinh boat ddng,
nhdm, tdng ngudi dung tin. Ngoai ra, can
cac cd quan TT-TV cung nen edsu linh hoat
lua^ehpn, xay dung dupe cae kinh phan
trong vipe i p dung quy trinh d l khdng bj go
phdi thdng tin tdi Uu de phan tieh, do Iudng
bo vio mpt quy trinh edng nhae, ddng thdi
dupe c i c ehi sd, dinh g i i dupe hiiu q u i
tao dilu kien nay sinh nhdng sang k i l n ,
eda tdng kinh phan phdi, Idpt truy cap, ly
nang cap chat Iddng hieu q u i marketing.
g i i i nguyen nhan, td dd Ida chpn nhdng
4.6. Co sd vat chat sCf dijng cho
kdnh phin phdi hieu qua niiat d l trien khai
marketing tn/c tuyin
hoat dpng marketing. Marketing true tuyen
Yeu te ed sS vat chat rat e i n thilt ddi
c i n hudng den viee xay ddng mdc dp hai
vdi hp^t ddng marketing trde tuyen. C i e ed
Idng va mdi quan he vdi I^DT. Mudn vay,
s6 vat chat ludn la nen t i n g , d i l u kien de
phii dae biet quan tam tdi nhdng phin lidi
hoat ddng marketing true tuyln cd the triln
td phia NDT, lay dd l i m ed sd de dilu ehinh
khai thanh ceng. De hoat dpng marketing
chiln lude hoat ddng.

tr(lc tuyln dddc bleu q u i thi e i e ed quan
Marketing true tuyln cd vai trd rat quan
TT-TV can chu y trang bj tdt e i c loai hinh
trpng trpng hpat ddng TT-TV, nhat la trpng
cd sd vit chat, ha tang CNTT sau: m i y
bdi einh CNTT v i truyin thdng dang phit
tinh dien td ed edu hinh cao, phan m i m dd
triln manh me eung nhu NCT eda NDT
hpa miy tinh, m i y i n h , m i y quay video;
dang
thay ddi hang ngiy. D l cd the trien
may chd; he thdng luu trd; ten mien cho
khai Marketing true tuyln dat hieu q u i , ddi
website, CSDL,...
hoi c i c n h i quin ly, n h i chuyin mdn can
4.7. Nang lute da ngui^ dung tin tn/c tuyen
nghian edu, xay dung chiln lUdc marketing
Yeu td nang Idc cua NDT eung rat quan
cu t h i , rd rang, phd hdp,... trong viec
trpng. Suthay ddi NCT cua NDT se dan tdi
quing b i , cung cap cie SP&DV TT-TV
suthay ddi trong k l hoach, chien idde hoat
treng hoat ddng TT-TV.
dpng ci3a eie ed quan TT-TV ndi chung v i
hoat ddng marketing true tuyen ndi riang.
TAI LIEU THAM KHAO
NDT la ddi tUdng thu hudng c i c SP&DV
1. Nguyen HOu NghTa (2010), Tiep thj thU vien
TT-TV dupe cung edp, eung can p h i i dupe
thdi Cham com- Tap chi Thu vi6n Viet Nam.2010.-S6l.-Tr. 74-77.

tap huan kiln thde, ky n i n g , trich nhiam...
s i dung cac SP&DV nay. Hoat dpng
2. Nguyin Hdu NghTa (2017). Hoat ddng
marketing trong thu vien cong cong Vi#t Nammarketing true tuyln dddc triln ktiai cung
LuSn an ti^n sy, Trudng Dai hpc Van hoa Ha
nhim muc dich hieu rd NCT eua hp nhu
Noi, Ha Noi.- 182tr.
thi nap, eieh tiep can, truy cap thdng tin
S.David Kurtz and Louis Boone (2013).
nhu the nip, npl dung v i hinh thdc theng
Marketing duong dai- Khoa hoc va Ky thuat.
tin, tai lieu phd hdp,...Tren cd s6 dd, dUa ra
Ha Noi.- 503 tr.
nhQng SP&DV TT-TV, kenh phan phdi trde
4, Dave
Chaffey
and
Finona
Ellistuydn phu hdp. NCT eda NDT rat da dang,
Chadwick (2012). Digital marketing: Strategy
do dd hoat ddng marketing trde tuyen can
implementation
and
practice6*"
edition,
phii cd chien Iupe d l ed the niian dang day
Peason, London.- xxvii, 702 pages.
du NCT eda eie nhdm NDT khie nhau.
5. Philip
Kotler

(2009).
Marketing
Ket luan
management- 13"- Edition, Peason, London,
816 pages.
Be hoat ddng marketing true t u y l n dat
dupc hi§u q u i cae, trudc h i t , can nam bat
6 Tran Minh Dao (2012). Giao trinh marketing
can ban- Tai bin lin 3 cd sda ddi bd sung, Nxb.
dupc chinh xac nhu cau tin eda NDT va
Dai hgc Kinh te Qudc dan. Ha Npi.- 407 tr.
nh|n dien dddc nhdm NDT muc tieu va e i e
(Ngay Toa soan nhan dUdc bai: 4-8-2019;
nhom NDT khac. Nhan dien dddc thdi quen
Ngay phin bien'danh gia: 12-9-2019; Ngay
tra cdu, sd thich sd dung SP&DV TT-TV
chap nhan dang: 15-10-2019).
ciJa NDT de td dd tao ddng c i c loai hinh
THONG TIN VA TU LIEU - 6/2019 125