Phamhonghoa e

CONTRIBUTIONS OF THE THESIS

Thesis topic: Application process of Internet Marketing in Vietnamese small and
medium enterprises
Major: Business Administration (Marketing)

Major Code: 62.34.05.01

Research Student: Pham Hong Hoa

Student code: NCS26.30MA

Supervisor:

1. Nguyen Van Thuong Professor, Ph.D.
2. Nguyen Viet Lam Professor, Ph.D.

The new contributions of thesis:
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The new contributions of academic, theoretical and practical aspect: 

Collecting and identifying 4 processes of applying IM typically in the world
today, includes (1) e-commerce marketing (2) Web 4S - marketing, (3) consumer
behavior on the Internet and marketing - mix; (4) IM strategy model. In which,
each process identified the steps, tools, major concerns, and analyzed the
advantages and limitations on the ability to deploy in applicating this process in
Vietnam.
Basing on actual investigation, discovering the the most underlying causes that
affect to the restriction in applying IM in Vietnamese SMEs VN, including::
 Misunderstanding or incomplete about the nature, role, effectiveness,
conditions of applying and the tools of IM.
 Restriction on the ability to perform IM activity, as well as the ability of
management in case of outsourcing.
 The tendency to separate the management of IM from Marketing strategy and
Marketing activities in the real environment.
From the result of investigation, the thesis finds that the more business understand
what is right and enough about IM, the better application and result, thus more
willing to invest in this activity and vice versa.
The new proposals drawn from research results
The process of applying IM in accordance with peculiarities of SMEs and in the
context of Vietnam, in which some new points compared to the existing process
are:
 Applying the understanding about customer and consumer behavior at every
step in the process.
 Coordinating the steps and tools of traditional MKT with the steps and tools of
MKT on the Internet.
 Content strategy and managing the e-presence.
The way to build, organize, and exploit information systems of electronics MKT,
with emphasizing on two important issues: (1) using the Internet to gather
information about behavior at all exposure points, (2) using methods of studying
MKT in Internet environment.