CHƯƠNG 3 MARKETING ĐIỆN TỬ potx

Chuang 3
MARKETING DieN
3.1. Timg quan ye marketing din
tir
3.1.1. Ccic khcii niem &in ve E-marketing
Marketing da hinh thanh tir rat lau ding voi su phat trien dm hog dOng
thucmg mai. Tuy nhien markting dien tit thi moi chi ph6 bien trong hcm 15
narn tra lai day. Hien nay c6 nhieu each hieu marketing dien tir, sau day la
mot s6 khai niem dien hinh ve marketing dien
Marketing dien tir la qua trinh lap Ice hoach ve san pham, gia, phan ph6i
va xuc tien d6i voi san pham, dich vu va y tuC'mg
a
dap irng nhu eau cua t6
chirc va ca nhan - dua ten cac phucmg tien dien tix va Internet.
9

Marketing dien tit bao g6m tat ca cac hog dOng
c16
thoa man nhu cau
va mong mu6n cua khach hang thong qua Internet va cac phucmg tien dien
tit
10
Marketing dien tir la viec umg dung mang Internet va cac phuang tien
dien tir (web, e-mail, co so du lieu, multimedia, Smartpohone ) de tien
hanh cac hog dOng marketing nham dat duce cac myc tieu cua t6' chirc va
duy tri quan he khach hang thong qua viec nang cao hieu biet ve khach hang
(thong tin, hanh vi, gia tri, mire dO trung thanh tir d6 tien hanh cac hog
dOng Vic lien huang muc tieu va cac dich vu qua mang huong tOi thoa man
nhu eau cua khach hang."
Ve co. ban, marketing dien tit dugc hieu la cac hoat Ong marketing
dugc tien hanh qua cac phucmg tien dien tir va mpg vien thong. Trong do,

phucmg tien dien to co the la may tinh, dien thoai di Ong, Smartpohone
can mang vien thong c6 the la Internet, mang thong tin di dOng
9
Philip Kotler, Marketing Management, 11 Edition, 2007
I°
Joel Reedy, Shauna Schullo, Kenneth Zimmerman, 2000


143
3.1.2. Cele hinh thar phdt trim cd ban cua marketing elifn tit
Nhin chung marketing dien tir trai qua 3 giai clop phat trien:
Thong tin:
cac hoat dOng marketing dien tir nham giai thieu, quang IA
hinh anh doanh nghiep, san pham dich vu cua doanh nghiep thong qua cac
website, catalogue dien tir
Giao dich: cac
hoat dOng giao dich truc tuyen, to Ong Ma cac quy
trinh kinh doanh, phuc vv khach hang
tot
han, thuan tien, an tom va hieu
qua han trong ban le, dich vv ngan hang, thi tnrong chung khoan
Tuning tic:
ph6i hap, lien ket gifra nha cung cap, nha san
xuat,
nha
phan ph6i thong qua chia se cac he thiing th8ng tin, phoi hap cac quy trinh
san xuat, kinh doanh
a
hoat dOng hieu qua nhat, dien hinh la cac hang san
xuat 8 to, may tinh

* NM
-
mg hoot dOng Marketing dien ter ph a biln
- Marketing trIrc tie!) bang e-mail.
- Giri thong diep quang cao qua Internet den cac thiet bi dien tir nhu
dien thoai di Ong, fax
- Djch vv khach hang th8ng qua cac cong cu tren web va Internet
nhu
chat, voice, video conference, net meeting.
- Thuc hien dieu tra $r kien khach hang to dOng bang bLg cau hoi tren
web.
- DLg 14 tren cac sari giao dich, cling thuang mai dien dr.
- T6 chirc cac dien din de tim hieu
SI
kien khach hang.
- Tit 2009 xuat hien hinh thuc Marketing dien tit qua mang xa hOi
*
So scinh marketing dien ter vet marketing truydn thong
Co the khang dinh rang mvc tieu dm marketing dien tir va truyen th6ng
khong khac nhau. Jeff Bezos — nguori sang lap va Ong thoi la chit tjch cua
Amazon.com
, mOt trong nhimg ding ty kinh doanh qua mang hang dau the
giOi voi doanh s6 narn 2009 khoang 29 ty USD
da
phat bieu rang: "Mai
cong ty dL phai chit trong t6i khach hang, huong teri nhu cL cua khach
hang truac khi de cap tai sin pharn dm minh, cho dii trong thoi dai ding
144
nghe thong tin hay cac theri dai khac". D6i von doanh nghiep, muc tieu cua
marketing dien tir khong khac von marketing truyen thong, du la doanh s6,

lgi nhuan, thi phan Jeff Bezos ding nhin xet ye Amazon.com
nhu sau:
"Cluing toi khong phai la nha phem phai sach bao
ChYng toi cfing khong phai la nguoi ban bang dia nhac
Chzing toi cling khong phai la nhang nha kinh doanh phim anh
Va cling khong phai la cong ty chuyen ban ddu gia, ma
Chang toi la cong ty phyc vu khach hang."
DiL nay cho thay, trong tiled dai cong nghe thong tin hien nay,
marketing dien tir hay truyen th6ng deu huong tori cimg mot d6i tugng, d6 la
khach hang.
Tuy nhien, marketing dien tir khac vii marketing truyen th6ng a hai
diem chinh d6 la:
mai truirng kinh doanh va pluming tin thvc WO.
D6i
von moi truing kinh doanh, marketing dien tir tip trong vao cac hog dung
marketing trong moi tnremg Internet va Web. Den nay marketing dien tir co
the ma rung moi truing ra cac mpg vin th8ng khac nhu mang th8ng tin di
Ong nha six hOi to cua cac mang vigil thong. Ve phucmg tien thirc hien:
marketing dien tir sir di
v
ing Internet va cac thiet bi dien tir nhu may tinh,
PDA, dien thoai di Ong va cac thiet bi dien tir khac.
Ban chit dm marketing dien tir khong khac so voi marketing truyen
th6ng, van nhAm thoa man nhu ciu cua khach hang. Tuy nhien, khach hang
trong thai dai cong nghe thOng tin se co nhang d4c diem khac ved khach
hang truyen th6ng; h9 co th6i quen tier) can th'6'ng tin khac von truyen th6ng,
h9 danh gia cac lua ch9n ve hang h6a dich vu dira tren cac
ngu6n
thong tin
hanh dOng mua hang khi thirc hien qua mang ding khac so vOi truyen

th6ng. Ban chit marketing khong thay d6i, van la mOt qua trinh trao d6i
thong tin va kinh ye. Marketing dien tit van bao g6m tir viec xac dinh nhu
eau den lip cac ke hoach marketing hiln hop d6i von san phim, dich
tuemg, sau d6
tien
hanh va kiem tra de thirc hien cac muc dich cua
t6
chirc
va ca than. Tuy nhien, phucmg thirc lien hanh marketing dien tir khac vii
marketing truyen tilling: Marketing truyen thong can rat nhieu cac phucmg
tien khac nhau nhu tap chi, to rot thu, dien thoai, fax khien cho sir phi
145
hop giita cac b0 phan kho khan han, ton nhieu th6i gian han; con marketing
dien tit thong qua cac mang
vin
thong, dac biet la Internet, va cac phuang
tien dien tit c6 the tien hanh
tat
ca cac hoat dOng khac dm marketing nhu:
nghien ciru thi truing, quang cao, thu thap y kien phan h6i tit phia ngueyi
tieu dung, mua sam, san xuat, ban hang, dich vi sau mot each nhanh
chong, hieu qua vai chi phi thdp.
3.1.3. tru di'm cfia marketing dien tie so yeti marketing truydn thong
rjc rte3 giao dich
nhanh han, vi di quang cao qua email, phan ph6i cac
san phdm s6 hoa nhu am nhac, game, phAn mem, e-books, ho trg khdch
hang qua cac forum, netmeeting
Thai gian hogt dg'ng
lien tic 24/7/365, to dOng hoa cac giao dich, vi du
nhu mua sam ten Amazon.com

, mua ye may bay qua mang tai
Priceline.com
, dau gia qua mang tren eBay.com
,
Phgm vi hogt (Ong
town cdu, cac rao can tham nhap thi tru
i
ng c6 the bi
ha thdp, kha nang tiep can thong tin thi truing cua cac doanh nghiep va
nguin tieu dung dugc nang cao. Vi du nhu cac doanh nghiep tai Viet Nam
co the tim tau thi truing Chau Au, My, Nhat thong qua cac website thong
tin thi true:mg
Da dgng hda san pham
do khdch hang c6 the tier) can nhieu san phdm,
dich vi him d6ng theyi nha cung cap cung co kha nang ca biet h6a
(customize) san phdm phii hop vii cac nhu eau khac nhau cua khdch hang
nha kha nang thu thap thong tin ve khdch hang qua Internet
a
clang han, vi
(Iv de mua may tinh, khdch hang c6 the tham khao cac san phdm cua nhieu
nha san xudt khac nhau thong qua website cua ho, so sanh gia ca, th8ng s6
ky
thuat
Tang cire•ng quan hf khdch hang
nhO kha nang to:mg tac, chia se
th8ng tin giita doanh nghiep voi khdch hang cao han, dich vi tot him, thai
gian hoat dOng lien tic 24/7 thong qua cac dich vi true tuyen, cac website
dien dan, FAQs
Tu
diing hda cac giao dick

thong qua cac phdn mem thuang mai dien
t* (shopping cart), doanh nghiep co the phtic vi khdch hang
tot
han vb i chdt
luting dich vi on dinh han.
146
3.1.4. The &Ong ciia thuang mai dien ter din hoca Ong marketing
Nghien din thi truirng: MIA
mat thuang mai dien tir hoan thien, nang
cao hieu qua cac hoat Ong nghien ciru thi truorng truyen th6ng, mot mat to
ra cac hog Ong mad giiip nghien ciru thi tru&ng hieu qua horn. Cac hog
Ong nhu phang van theo nham, phong Van sau dugc thuc hien true tuy6n
thong qua Internet; hoat dOng dieu tra bang bang cau had dugc thuc hien qua
cong cu teen nen web lien 19i, nhanh va chinh xac horn.
Hanh vi khich hang:
Hanh vi khach hang trong thuang mai dien tir
thay doi
nhiu
so vad trong thuang mai truyen th6ng do dac thin cua moi
truarng kinh doanh mai. Cac giai down xac dinh nhu cAu, tim kiem thong tin,
danh gia lua ch9n, hanh Ong mua va phan irng sau khi mua hang deu ca th6
bi tac d(ing ban Internet va Web.
Vi du: MO hinh AIDA tren Amazon.com

+
Attention: Website phai thu but su chii y dm nguati xem (dep, an
tugng, tham my cao).
+
Interest: Website cung cap cac san pham, dich vu, thong tin pha hgp
nhu cAu khach hang muc tieu.

+
Desire: Website c6 cac bien phap xuc tin de tao mong mu6n mua
hang nhu giam gia, qua tang.
+ Action: Form mAu dep, tien lgi, an town de khach hang thuc hien giao
dich de clang.
Phan dol.tn thi trutrng va thi truoug muc tieu:
Cac tieu chi
a
Iva
chon thi twang muc tieu dua vao tu6i tac, giai tinh, gido due, thu nhap,
vimg dugc b6 sung them bad cac tieu chi dac biet khac cua Thuong
mai dien ter nhu mire d6 sir dung Internet, thu dien tir, cac dich vu tren
web Vi du. Cac website game online va Cars online tap trung vao cac
nhom khach hang khac nhau.
Dinh vi sin phtim:
Cac tieu chi d6 dinh vi san pham cung thay doi tir
gia re nhat, chat lucmg cao
that,
dich vu
tot
nhat, phan ph'6i nhanh nhat
dugc b6 sung them nhtmg tieu chi ciia rieng thuang mai dien tir nhu nhieu
san pham that (Amazon.com
), dap img moi nhu cAu cua ca than va doanh
147
nghiep (Dell.com
), gia thap nhat va dich vu
tot nhAt
(Charles Schwab,
website: Schwab.com

)
Cie
chitin hive marketing him hqp:
Bin chinh sach san pharn, gia,
phan phii, Vic lien va ho trg kinh doanh ding bi tac ding dm thuang mai
dien dr. Viec thiet ke san phalli mm hieu qua hcm, nhanh hcm, nhieu y tuang
min han nha su phii h9p va chia se thing tin gifta nha san xuat, nha phan
phii, nha cung cap va khach hang. Viec dinh gia ding chili tac ding dm
thuang mai dien tir khi doanh nghiep tiep can dugc thi twang town cau,
ding then doi thu canh tranh va khach hang cling tier) can dugc nguin thing
tin town eau doi hOi chinh "sach gia town cau va not dia can thay dii de có su
thing nhat va phu hop gift cac thi truing. Viec phan phii
d6i
von hang Ma
hiru hinh va vo hinh deu chin su tac ding cua thuang mai dien tir, dii vori
hang hoa hitu hinh qua trinh nay dugc hoan thien han, nang cao hieu qua
han; dii vii hang hoa vo hinh, qua trinh nay dugc thuc hien nhanh han han
so von thuang mai truyen thing. Dac biet hoat ding
mac tin
va 118 trg kinh
doanh có su
tin
bi vugt bac nha tac ding cua thuang mai dien tir yeti cac
hoat ding mai nhu quitng cao ten website, quang cao bang e-mail, dien dan
cho khach hang ten mang, dich vu h.!) tip khach hang 24/7/365
3.1.5. ItIflt so then kien can di ap dyng marketing dien tic thanh cling
Ben canh cac dieu kin chung ve ca kr vat chat, ky thuat va phap 1Sr, de
ap dung marketing dien tir can có mit so dieu kin rieng nhu:
Thj


DO la nhan thirc cua khach hang doi von thuang mai dien
tir va tS7 le nguai sir dung va chap nhan Internet. Dii von marketing dien tir
(B2C), khach hang can co dieu kin tiep can Internet cung nhu thOi quen mua
sam qua mang. Doi von marketing B2B, cac to chirc can nhan thirc dugc tam
quan trong cua chia se thing tin, phii h9p hoat ding san xuat va kinh doanh
de nang cao hieu qua, giam chi phi va tang cuang nang h
g
rc canh tranh.
Doanh nghifp:
Nhan thirc cua cac
t6
chirc ve tam quan trong va
nghia sing con dm viec img &king ding nghe th6ng tin trong kinh doanh,
danh gia dugc 19i ich cua dau to vao marketing dien tir ding nhu danh gia
dugc cac nguy ca, him hoa neu khong tham gia marketing dien tir.
148
Su. phdt triers ciia cac sing dung marketing tren Internet: hAu
het cac
hoat dOng marketing deu c6 the img dung nhang thanh tvu cua cong nghe
•
thong tin nhu: nghien ciru thi truong, xuc tien thucmg mai; phat trien san
pham mai; quang cao; phi hop gifra cac ben cung cap, san xuat va phan ph6i.
3.2. Ung dung marketing MO tit
'. trong doanh nghi0
3.2.1. Nghien ccru thi truing qua mung
Trong nghien ciru thi truing truyen th6ng c6 ba phucmg phap co ban la:
ph6ng van nhom khach hang, phong van cac chuyen gia (Indepth
Interview), va dieu tra bang bang cau hoi. Ca ba phucmg phap nay du c6
the sir dung mang de trien khai hieu qua va thuan tien km.
•

,
3.2.1.1. Phong vin nh6m khach hang (Focus group)
Theo phucmg phap nay, viec ph6ng van nhom khach hang dugc tien
hanh qua mang Internet thong qua cac forum, chat room hoac netmeeting.
Hinh thirc phong van nh6m khach hang qua mpg khac phvc dugc cac
nhugc diem cua hinh thirc phong van nhom khach hang kieu truyen th6ng
(vi nhimg nguai tham gia khong con bi phv thuOc nguai dieu khien; tranh
dugc kha nang gap tivc tiep mat d6i mat do do tang sv to do dua ra
kien ). Hinh thirc phong
van
nay con c6 mot s6 un diem sau:
+
Thai gian tien hanh: linh hog hors vi m9i nguai tham gia qua mang
Internet.
+ Dia diem Ten hanh: linh hog, thuan tien, nguiyi tham gia khong phai
di chuyen den met dia diem nhat dinh de phong van nhu truac day.
+
Thong tin thu thap dugc: nhieu km, do cac thanh vien tham gia co
the suy nghi dOc lap
khi
phong van.
Tuy nhien, hinh thirc nay ding c6 met s6 han the nhu:
+
Tinh chan thvc: kho theo dOi dugc tinh chan thvc cua thong tin dugc
dua ra trong phong van do nguai phong van va nguiyi
dugc
phong vAn
khong tr%rc tiep d6i mat.
+ Yeu cau ky thuat: can co nhtng phan mem img dung chuyen dung de
ho trg nhu hOi thao tivc tuyen (video conferencing), dien dan (forum) hoac

giao tier) qua mang (message chat, voice chat).
149
+ Tien de thvc hien phong van: cham horn do kheng c6 tac dOng va dieu
khien true tiep cua nguad phOng van den cac thanh vien tham gia phong van.
3.2.1.2. Phong van cac chuyen gia (Indepth Interview)
Hinh thirc nghien cim thi tnxeng co ban thir hai la phi:mg van cac
chuyen gia, hinh thirc nay ding dugc dp dung hieu qua horn nhaf img dung
ding nghe thong tin. Theo hinh thirc nay, cac chuyen gia dugc mai tham gia
phong van qua mang. Nguori dugc phong van dua ra cac cau hoi qua mang
cho cac chuyen gia va nhan dugc cac giai dap ding qua mang. Hon nib. cac
chuyen gia c6 the tham khao y kien cua nhau de dua ra cac thong tin thiet
thirc nhat. Hinh thirc nay c6 the dugc trien khai qua cac irng dung nhu nhom
thu dien to (e-mail group), chatroom hoac hop true tuyen (netmeeting). Vol
cac img dung qua mang, hinh thirc nghien cim thi tnramg nay c6 met so uu
diem nhu:
+ Tap trung dugc nhieu cau had tir phong van vien va nguoi theo
+ Co the ket hgp de phong van dugc deng thad nhieu chuyen gia.
+
Thong tin chi tiet do cac chuyen gia co thad gian suy nghi trong qua
trinh phong van va dugc tham ldiao nhieu y kien cua cac chuyen gia khac.
3.2.1.3. Dib tra bang Bang cau hai qua mang
Day la hinh thirc nghien ciru thi tnramg de lay thong tin dinh lugng
quan trong nhat. Dieu tra bang bang cau h6i truyen thong thuong gap met se
han the ye di lai, phan phei bang cau hoi, nhap dit lieu. LTng dung dieu tra
bang bang cau h6i qua mang gop phan han
the
dugc cac nhugc diem nay.
Cu the:
+ Viec gfri bang cau hall qua mang nhanh horn,
tiet

kiem thad gian.
+
Viec sir dung website thu thap du lieu giam chi phi nhap dir lieu
truorc day.
+
Thong tin tra lbi chinh xac horn do nguad dugc ph6ng van to tra lai
true tiep bang each dien vao bang cau hoi (questionnaire form) ten cac
website.
+ Pham vi dieu tra rOng do nguad dugc phOng van c6 the truy cap bang
cau h6i qua Internet.
150
Tuy nhien, cling nhu hai hinh thirc ten, viec dieu tra bang bang cau hoi
qua mang cling c6 han the nhat dinh, dac biet la miry dO phan hoi thap neu
khong c6 cac bien phap ht; trg, khuyen khich dOng vien nguCri duce phOng
van tham gia. Doanh nghiep c6 the trien khai mot so hinh thirc nghien cfru
thi truCmg qua mang nhu sau:
+ Sir dung cac bang cau hoi tich hgp vao cac trang web de thu thap
thong tin.
+ Truc tiep thu nhan y kiln khach hang thong qua cac mau phan hOi
thong tin (feedback form) dat tren website cua doanh nghiep.
+ Thong qua cac phan mem then dOi qua trinh khach hang duyet web dm
doanh nghiep de tim hieu hanh vi cua khach hang trong giao dich.
3.2.2. Phan tick hank vi mua sam caa kheich hang qua mgng
Thong qua cac phan mem chuyen dung tich h9p tren website ban hang,
doanh nghiep co the thu thap thong tin va phan tich hanh vi mua sam cua
khach hang, tir do tra lai dugc cac cau hOi nhu:
Khach hang xem hang gi?
Khach hang mua hang gi?
Mat hang gi xem nhung khong mua?
Nhltng mat hang gi dugc mua cling voi nhau?

Quang cao nao dugc xem nhieu han?
Quang cao nao dugc xem nhieu nhung khong ban dugc hang?
Mat hang nao it dugc xem, it dugc mua?
Cac mat hang thay the?
Khach hang c6 boi rOi khi c6 qua nhieu lua ch9n khong?
Co sari pham nao khong dugc xuc tien khong?
San pham c6
dugc mo
to chi
tile
khong?
Thong qua nhung cau tra lm, doanh nghiep co the hoach Binh chitin
lugc marketing chinh xac han. Nhting img dung nay thuirng
dugc
gin trong
cac phan mem phan tich du lieu (data mining).
Viec phan tich qua trinh mua hang cila khach hang la An de dac biet
151
quan tong d6i voi marketing. Qua do, nguoi kinh doanh c6 the dua ra cac
quyet dinh tac dOng hieu qua nhAt den tong giai doan nham huOng khach
hang mua san phAm, dich vu cua minh. Cu the:
Giai dotm "xfic dinh nhu au ":
Web va Internet co the truyen tai
thong tin den khach hang mOt cach hieu qua
a
tac dOng den nhu cau cua
khach hang.
Giai do#n "tim kiem thong tin":
khi khach hang co nhu cAu, can tim
kiem thong tin ve san phAm, dich vv; Web va Internet co the nhanh chong

cung cap nhieu thong tin can thiet ve san phAm, dich vu cua nhieu nha cung
cap cho khach hang.
Giai do#n "dinh gia cac Iua chip ":
Web va Internet ding cung cap
nhieu nguim thong tin
a
khach hang tham khao, danh gia xem lira chon ye
san pham, dich vu nao phit hap nhAt, di the dap img t6t nhAt nhu cAu cua
minh.
Giai do3n "hanh ding mua ":
thong qua Web va Internet nguai ban
co the lien hanh nhieu hoat dOng khuyen mai
a
dAy nhanh hanh (King mua
hang dm khach hang.
Giai do#n "phin irng sau khi mua ":
thong qua Web va Internet cac
dich vu 116 trg khach hang ding dugc lien hanh hieu qua de tang cie:mg quan
he vai khach hang.
3.2.3. Phan dogn
thi
&Wing trong marketing difn to
MOi doanh nghi0 thikmg khong dit kha nang ve tai chinh, ding ngh
cling nhu nang hrc san xuAt
a
dap Cmg tat ca cac nhu cAu ten thi
Ben canh dO, luon co sty canh tranh giira cac doanh nghiep trong cling mOt
nganh hang. DO do, doanh nghiep thuong nham mOt phAn thi twang de
dap ling
t6t

va hieu qua hen. Trong nhimg phan doan thi trtemg, khach hang
co nhimg dac diem tucmg
d6i
gi6ng nhau nhu thu nhap, giori tinh, trinh dO
hoc van, thoi quen mua

Day la dieu kien de doanh nghiep co the ap
dung cac chitin lugc marketing tucmg d6i (Ring nhAt. Viec phan doan thi
truang giup doanh nghiep ch9n dirge doan thi tnr6ng phit hgp nhAt, co nhieu
kha nang thanh cong nhAt de tien hanh cac hoat ding kinh doanh.
152
Trong marketing truyen thoting, viec phan down thi tnr6ng thuamg dua
ten cac nhOm tieu chi nhu:
- Dia 1Sr: thanh thi, nong thon, vimg mien khac nhau
-
Nhan khAu hoc: tu6i, gigi tinh, thu nhap, trinh dO hoc van, ton gido
-
Tam 1Sr: ca tinh, dia vi xa hOi, phong each song
-
Hanh vi: thoi quen sinh hoat, mua sam, tieu dimg
Trong marketing dien tit, phan down thi trubng c6 the sir dung them tieu
chi hanh vi khach hang
a
phan down thi tru6ng, theo dO co 3 nhom khach
hang chinh:
Ngwol xem hang hda (viewers):
ci6i
von
nhom khach
-

hang nay, website
can that su An tugng thu but dugc nhung khach hang nay, bang tir ngir va
hinh anh dee biet de to dAu An. Nhang dAu An nay se la buck khOi dAu de
khach hang dimg lai tren website va tier) tuc xem san phAm, dich vu.
Website cling can cung cap th6ng tin b6 sung ve cac san phArn dich vu tren
website. Vi du nhu than xet cua khach hang, thong tin ve cong nghe, stic
khoe lien quan den cac san phAm. Nhitng thong tin nay se" Oa cha'n khach
hang loci nay 6 lai website lau han va co An tucmg sau han ve cong ty, khi
dO co kha nang se mua hoec ghi nho lai website de lAn sau quay lai.
Nguiri mua hang h6a (shoppers):
day la nhung khach hang da co d%r
dinh mua hang h6a va vao website
a
thuc hien hanh vi mua hang. D6i voi
nhung khach hang nay, website can dugc t6 chirc va thiet ke sao cho viec
mua hang thuan tien nhAt. Gib mua hang chinh la cong cu de giup khach
hang lam viec do. Nhang 19i the dm gi6 mua hang trong thuang mai dien tir
so vai gi6 mua hang trong sieu thi truyen th6ng chinh IA su th6ng ke, ggi
Sr,
tu vAn, tinh town gia ca sao cho co 19i nhAt cho khach hang. Gi6 mua hang
ding giup km tru thong tin ve khach hang de nhung lAn mua hang sau thuan
tien han. Amazon.com
la mot vi du dien hinh ve gio mua hang thuan lien
cho khach hang.
Ngwol tim hieu 4 hang h6a (seekers):
NI
-
tang khach hang nay vao
website va biet chinh xac san phAm h9 quan tam. Nhi"mg khach hang nay co
dOng ca de mua hang nhung h9 con Bang tim kiam them thong tin

a
ra
quyet dinh. D6i von nhimg khach hang nay, website can c6 cong cu
a so
sanh cac san phAm, dich vu, nhan xet cua khach hang, ggi y, tu vAn.
153
Du
mo hinh phan down thi truenig teen dugc sir dung twang d6i ph6
bien, van con rat nhieu hanh vi cua khach hang chua dugc giai thich day du.
Theo mot nghien ciru dm McKinsey & Company, dieu tra 50.000 ngu?yi sir
dung Internet va da tach dugc thanh sau nh6m vOi cac dac diem khac nhau
can cu vao hanh vi cita ho.
Nh6m 1, nhirng ngtroi thich sty Wen Ivi (simplifier-convenience).
Day
la nhung khach hang quan tam va bi thu but bOi nhimg website c6 quy trinh
kinh doanh dcm gian, thuan tien, nhanh va hieu qua hcm so vai cac quy trinh
kinh doanh truyen th6ng.
Nhom 2, nhirng nguiti thick tim kiam thong tin (surfer).
Nhirng khach
hang nay thich duyet cac trang web
a
tim hieu thong tin, y Wang mai, va
mua sam.
HQ
thich giai tri va danh nhieu thoi gian hcm cac nh6m con lai
tren cac website. De thu but dugc nh6m nay, website can di nhieu nOi dung
hap clan, trinh bay dcp va update thutmg xuyen.
Nhom 3, nhirng nguiti thich meic cd (bargainer).
HQ tim
kiem nhung

san pham
tot,
va gia ca thap nhat. Mac du chiem it hcm 10% toting s6 khach
hang dugc dieu tra, ho chiem 50% trong s6 khach hang tham gia vao eBay.
HQ
thich viec duyet web
a
tim cac mirc gia thap nhat va san sang xem
tat
ca cac website lien quan de dat dugc ket qua nay.
Nh6m 4, nhirng nproi thich haa d'
ong (connectors).
Nhfing khach
hang nay thich quan he, giao tiep voi moi ngu&i, tham gia cac chat room,
thich giri va nhan tin nhan, thich sir dung cac website c6 card dien tir,
email
HQ
thuang tre tu6i, thu nhap va kha nang chi tieu thap, thuong c6
muc dich tim hieu, tham gia cac hog dOng teen web nhieu ham mua sam
Nham 5, nhirng khtich hang thwong xuyin (rountiners).
Day IA
nhung khach hang sir dung web
a
thu thap thong tin, mua ban chimg
khodn, thong tin thi throw tai chinh Nhimg ngtr&i nay thich nhimg giao
dien ma ho quen thuOc va thoai mai.
Nhdm 6, nhirng ngtfoi thick the thao, gidi tri (sporters).
Twang to
nh6m 5, nhung ho quan tam nhieu den the thao, giai tri hcm nhiing thong tin
ve tai chinh. H9 coi web la phuang tien giai tri, do do cac website can phai

dcp, hap clan va c6 tinh twang tac cao.
154
Kho khan d6i vai cac nha kinh doanh la xac dinh nhOm khach hang nao
se den tham website cua minh va tir do hoach dinh cac chinh sach de tao ra
doanh thu tir nhUng khach hang nay. Vi du, nhom khach hang thich su tien
lqi va thich mac ca c6 kha nang mua nhieu han va quan tam den nhUng san
phAm cu the hon. Nhang nhom khach hang khac nhu thich tim kiem thong
tin, khach hang thuong xuyen can dugc quang cao yeti cac thong diep khac
nhau. Co mot s6 website sir dung phuang phap dm Dell, qua do khach hang
se
cung cap mot s6 thong tin ve ban than va nhimg m6i quan tam dm ho,
qua do website se to dOng dieu chinh dua ra nhUng san phAm, dich vu ma
h9 c6 kha nang quan tam nhieu han.
* Thi trtrivng muc tieu: IA thi truamg tai do doanh nghiep co kha nang
thoa man nhu cAu tot nhAt. Doanh nghiep co nang canh tranh cao han
cac doanh nghiep khac ten thi truong nay, co it d6i thu canh tranh tiem
tang, CO kha nang dap img cac muc tieu ve doanh s6, lqi nhuan, thi phAn
cua
doanh nghiep. Thi tnrong muc tieu cua mot s6 ding ty thuang mai dien tir
co the gi6ng hoac khac khac voi thi trueng time tieu cua cac ding ty truyen
th6ng. McDonalds.com
van chi tap trung vao thi twang muc tieu cua ding
ty. Tuy nhien, Amazon.com
tap trung vao thi truong muc tieu hoan toan
mai. Thi tn.r6ng muc tieu cua Shwab.com
lai la thi twang ma rOng ben canh
thi truong khach hang giao dich chirng khoan truyen th6ng.
3.2.4. Cdc chitin lwvc marketing din ter him h9p (E
-
marketing mix)

3.2.4.1. Chinh sach gia trong marketing dien
tir
Cac chitin lugc dinh gia truyen th6ng thu6ng can cir vao chi phi, gia
cua
d6i thu canh tranh, gia tren cac thi truamg chinh, gia tai s6 giao dich,
kha nang thanh toan cua khach D6i voi moi truong Internet, chinh
sach gia cua cac cong ty chiu anh huang rat 16n tir gia cua d6i thu canh tranh
vi mgi mirc gia co the dugc cong b6 ding khai tren mang, khach hang c6 the
tiep can nhieu ngu6n thOng tin han de danh gia ve lgi ich va chi phi d6i voi
cac quyet dinh mua hang cua h9.
Han nita, ten Internet tai cac thi tru6ng khac nhau, cling ty kho co the
dinh cac mire gia khac nhau nhu truck day. Vi du, hang d6ng h6 Swatch
(www.swatch.com
)
kho co the dinh gia khac nhau cho cac san phAm dien tir
155
va ding he cua minh khac nhau tai cac thi tru&ng khac nhau vi khdch hang
hoan toan c6 the tim dugc gia tai cac thi truemg.
Dei vii cac san pham s6 hod nhu am nhac, phan mem, game, to van,
dao tao trtrc tuyen rat kho c6 dinh gia khac nhu mac du khach hang muc
tieu tai cac khu vuc thi truemg khac nhau co mire thu nhap binh quan khac
nhau. Khi doanh nghiep tiep can dugc thi truemg toan cau, ding th?ri
d6i thu
canh
tranh va khdch hang ding tiep can dugc nguen thong tin toan cau
doi
had chinh sdch gia toan cau va nOi dia can thay
d6i
a
co su thong nhat va

phu
hop giaa cac thi truang.
Ngoai ra, quan diem marketing truac day cho rang hang trieu nguai
tieu dung Bang huang ve trang web
a
tim ra mire gia re nhat, cac nha ban le
true tuyen trong nhieu linh vuc nhan thdy rang ho khong the canh tranh
gia
dugc nfra. Bed nhieu nha san xuat dp dat muc gia
t6i
thieu cho cac san pham
cua
h9, va trong mot vai truing h9p thi cac nha ban le ban duai mire gia do
bi cat giam.
3.2.4.2. Chinh sach san pheim trong marketing dien
to
Trong marketing, san pham chinh la tap hgp nhtmg lgi ich ma ngueri
ban cung cap cho nguai mua, bao gem ca yeu
t6
hau hinh va vo hinh nhu
danh tieng, thuan tien, dich vu kern theo. San pham trong marketing dien tir
dugc chia lam hai loai: thir nhat gem cac san pham hoan toan mai, chi dugc
hinh thanh khi Internet phat trien va thu hai gem cac san pham truyen thOng
dugc them cac thuOc tinh mai tir Internet.
Internet tao ra cac san pheim hoan toan moi
+ San pham cot loi: nhu cau trao dei thong tin thuan tien, re, nhanh,
toan du (qua thu dien tir); nhu cau quang bdo toan cau; nhu eau dam phan,
giao dich, trao dei toan
eau;
thong tin hang ngay cap nhat; chia se cac tai

nguyen s6 hod.
+ San pham hien thuc: nhimg san pham mai hoan toan chi CO sau khi
phe cap internet vi du: thu dien tir, website, catalogue dien tir, bao dien
forum, chat, video chat, tro chcri dien tit tren mang, dien dan de chia se phan
mem, cac mo hinh kinh doanh dien
156
+
San pham b6 sung: Dich vu sou ban hang, cac dich vu cong cua nha
nu6c; thu thu tren mang; dao tao tren mang; dich vu ngan hang dien tir.
Internet hi; tro
.
chinh sach san pham truy'n thong
+ Phat trian san pham mai: Sir dung Internet va Web de thu thap y kin
khach hang v'a cac san pham mai. Vi du
www.volkswagen.com
khi dua ra
san pham xe Beetle cai
tin
(1998) d'a tien hanh diau tray kien khach hang
18 thang qua website va san pham mai thuc su thanh ding.
+
Sir dung Internet vao phat trian san pham may mac: lien kat gift nha
thiat ke, nha cung cap nguyen lieu, nha may san xuat, ding ty phan ph6i va
khach hang thong qua internet san xuat hieu qua hon.
+
Xay dImg va phat trian thucmg hieu tren Internet: quang bd, giai
thieu, ding c6 quan he, tao dung su tin ttramg cua khach hang.
3.2.4.3. Chinh sach phan phai trong marketing dien to
D6i
vai hang hod s6 hod dugc, viec phan ph6i c6 the thuc hien hoan

hao qua mang. MOt s6 san pham c6 the dugc giri tnrc Tap cho khach hang
qua mang nhu: gui bye tip qua mang: phan mam, am nhac, game. MOt s6
san pham lai c6 the dugc phan ph6i bang each cho khach hang to tai ve tir
tren mang (download) nhu: phan mam, am nhac, game MOt s6 san pham
dugc
phan ph6i thong qua cac dai ly Of gan khach hang; khi do dai
VT
se in
san pham len dia CD/DVD rUi giri tai khach hang (hinh thirc nay kh'ac phuc
dugc cac nhugc diem nhu thOng tin s6 hoa co khi lugng 16m, thili gian tai
khi chi phi giri &a CD cao, theri gian gui dia CD dai ).
D6i vai hang hod halt hinh, viec phan ph6i van c6 the sir dung Internet
va web hiS trg de nang cao hieu qua thong qua thiat lap co the ph6i hop hieu
qua gifra cac ben trong he th6ng phan ph6i; kiam soat hang hod trong qua
trinh phan ph6i (FedEx, DHL ); ma rung kenh phan ph6i den cac van dia
1S, m6i (website thay cho cac phong trung bay truyan th6ng).
MOt diem quan tong khi xem xet chinh sach phan ph6i trong marketing
dien tir la vai to cua cac trung gian trong he th6ng phan ph6i. Vi du, viec
phat hanh san pham am nhac c6.tha thuc hien theo 2 kenh khac nhau:
Trong phucmg thirc giao dich truyan th6ng, khach hang thuong mua
bang dia nhac tai cac cira hang ban le hoac cua hang chuyen doanh am nhac.
157
Trinh to phan ph6i truyen th6ng:
Ca st, ban nhgc
4
Hang phat hanh Dgi
lfr ban buon
4
Cita hang ban le Ngueri mua.
D6i vori phan ph6i qua

Internet, quy trinh nay da có nhfing thay d6i nhat dinh va nguoi to thay co
sit them, bat va tai lap cac trung gian trong kenh phan ph6i. Nhu vay, khi
phan ph6i qua Internet kh6ng con cira hang ban le trong kenh phan ph6i
(hien tucmg loai bO, hay bat trung gian), thay vao do la dm hang ao tren
mang (hien tuang tai lap trung gian duOi clang thirc mai) va xuat hien them
Catalgue MP3 nhu la mot trung gian bat bu6c trong kenh phan ph6i chit
khong chi don thuan la mot ding cu thuan tu5r (hien Wang them trung gian).
Ngoai To, trong mo hinh phan ph6i mai nay, quyen lua chon cua khach hang
da
ducfc ma rOng clang ke. Khach hang có the tai to trang chit cila ban nhac
hoac cua cira hang ao hoac tir catalgue MP3 mot s6 bai hat dm ban nhac ma
minh ua thich duOi clang tep chi lieu MP3
a
nghe thin, sau do co the dat mua
bang dla nhac do qua catalogue MP3, hoac tir cira hang ao, hoac tai trang
chit cua
dai IS
,
ban buOn hoac tir trang chit cila hang phat hanh. Viec them,
bat hay tai lap cac trung gian phan ph6i mai chi mang tinh chat tuang d6i va
mo hinh cac kenh phan ph6i se khong gi6ng nhau
d6i vela
cac san pham,
nganh nghe vi con phu thu6c vao th6i quen mua hang va vao tuomg quan luc
lugng san
xuat
va phan ph6i cila mat hang cu the do.
3.2.4.4. Chinh sach xuc tien thuang mgi trong marketing dien ter
Xuc
tien thucmg mai trong thucmg mai dien tir la cach thirc dung cac

phucmg tien dien tir
a
giai thieu, rntri chao, cung cap thong tin ve san pham
hang hoa hoac dich vu cua nha san xuat den nguei tieu dung va thuyet phuc
ho chon no. Thong qua cac cong cu cua thuang mai dien to nhu thu dien tit,
cac Website doanh nghiep
tien
hanh giai thieu, quang cao ye san pham
cting nhu uy tin, danh tieng cua doanh nghiep, dac biet la xay dung hinh anh
doanh nghiep cho nhang nguoi thuerng xuyen truy cap Internet va trao d6i
thu tit dien tit.
Xuc tien thuang mai trong thuang mai dien tir thuc chat la each thirc cac
doanh nghiep van dung cac kha nang cila Internet nham mkic dich cu6i ding
la phan ph6i ducic san pham hang hoa hay (Lich vu den thi tnrOng tieu thu.
Xuc
tien thuang mai trong marketing dien tir con lien quan tai viec xay
dung, quang ba thucmg hieu cho website cua doanh nghiep. Hau het cac
158
cong ty sir dung quang cao trgc tuyen au da sir dung cac ding cu quang cao
truyen thong. De quang cao hieu qua nen sir dung phi hop cac hinh thirc
vai
nhau. Vi du, trong cac quang cao tren bao, tap chi nen dua dia chi
website cua doanh nghiep vao do. Quang cao clang banner la met trong cac
hinh thdc quang cao dien tir ph6 bien hien nay. Ngoai ra con co nhieu hinh
thirc quang cao khac nhu pop-up, thu dien tir Duai day la met se hinh thirc
quang ba doanh nghiep cling nhu sari pham cua minh trong mei truang mang:
Banner Ads:
la 6 quang cao hinh chd that dugc dat tren cac trang web,
c6 dang tinh hoac deng, lien ket an met trang web chira cac nOi dung thong
tin dm quang cao. Khi nguai xem nhap chuOt vao 6 quang cao, trang web

quang cao se dugc ma ra
a
nguai xem then d'Oi cac thong tin quang cao
trong do. Cac quang cao nay c6 the dap irng muc tieu cung cap thong tin
hoac thuyet phpc khach hang mua sat pham, dich vu. Nhang banner quang
cao ban dau dugc thiet ke duOi clang anh GIF va dugc tai ve cling trang web
va gill nguyen trang thai cho an khi nguai xem chuyen sang trang khac.
Hien nay, cac banner dugc thiet ke tinh to hcm, co the to thay d6i trong khi
trang web van gift nguyen nham thu hiit sir chu cua nguari xem bang nhimg
hinh anh dOng.
Pop-up:
day la clang quang cao dugc the hien duai dpng met cira s6
mai khi nguai sir dung ma met trang web nao do. Cira se nay khong c6 cac
nOi dung va hinh thirc giting met trang web thong thuang ma chi chira duy
nhat nOi dung quang cao. Cach duy that de thoat khoi cira se pop-up nay la
kich vao nut &Mg cira se nay a g6c tren, ben phai. Nhieu nguai sir dung rat
khong thich kieu quang cao nay. Dac biet la khi cac cira s6 pop-up lien tuc
xuat hien khi &Mg met trang web nao do. Neu nguai sir dung khong thao
tac nhanh, cac pop-up hien ra lien tvc c6 the clan an treo may tinh. MOt
dang quang cao, it gay bye minh hcm cho nguai sir dung la
pop
-
up behinds,
tirc la cira se quang cao dugc hien ra nInmg nam a phia sau trang web ma
nguoi sir dung ma. Nguai sir dung c6 the thin thay cira se nay khi dong
trang web lien quan den pop-up. Theo nghien cal cim hang to van phucmg
tien tang tac Anh nam 2004, quang cao clang pop-up khong chi gay buc
minh d6i vai nguai dung ma con tao ra su thieu thien cam ciia nguai dimg
dei voi cong ty dang quang cao. Bat chap kat qua nghien cull den, nhieu
159

doanh nghiep van tiep tuc sir dung quang cao dang pop-up de thu but su chit
S
,
cua nguei sir dung.
Queing cao qua email:
la cach sir dung thu dien tir giri truc tiep an
nhung khach hang tiem Wang. Phucmg phap nay neu lam dung se to thanh
hinh thirc giri thu rac (spam). De tranh bi coi la thu rac, tnrorc khi gui nOi
dung quang cao, nguoi giri can c6 bien phap de biet dugc ngu6i nhan co
dog y nhan cac thu quang cao nay hay khong.
Quang cao qua cac cong cu tim kiem (search engine):
la cach clang 14
teen cac ding cu tim kiem de nguoi sir dung khi tim kiem cac nOi dung lien
quan thi nOi dung quang cao se xuAt hien.
Diing kj5 vim cac cling thong tin thuong mgi difn

la cach dang 14
vao co so di/ lieu thanh vien trong cac cling thong tin dien tir. Khi khach
hang tim nang tim kiem tren co so dir lieu nay ve cac nOi dung lien quan,
kha nang tim thy cling ty se cao hcm so vai viec dang ky teen cac cling cu
tim kiem ph6 th8ng.
Ngoai ra doanh nghiep co the sir dung them hai hinh thirc sau de quang
ba website cua minh:
Quiing cao lan Ida (viral marketing):
la hinh thirc giri kem theo thong
diep quang cao nhQng thong tin hAp
clan d6i
voi khach hang nhu buu thiep
dien tir (e-card) hay phan mem
mien

phi
a
tao d6ng hit cho khach hang
giri tiep nhilng thong diep nay cho doanh nghiep be, nguoi quen cua minh.
Nhu vay, chinh nguoi nhan se la nguoi tiep tuc phut tan cac quang cao cua
cong ty di rang hcm.
Su
kin true tuyin:
la hinh thirc t6 chirc cac su kien nhu cuOc thi, d6
vui, pheng
van tnic
tuyen tren website cua doanh nghiep de thu hitt nhieu
nguoi tham gia va biet an website.
Quong ba website doanh nghiep qua thw dien ttr:
day cting la m6t
hinh thirc sir dung ph6 bien ma cac doanh nghiep thuong mai dien tir dang
lam a Odd thieu doanh nghiep cua minh toi nguoi tieu dimg va d6i tac.
+ ifu diem: Ve nOi dung, thu dien tir c6 the truyen tai thong diep vori
nhieu clang thong tin nhu van ban, hinh anh, am thanh an khach hang
mgt cach nhanh chong va chi phi th&p. Hon nfra, viec
t6
chirc giri thu dien tir
co the dugc tir d6ng hoa nhtf cac phan mem chuyen dung. Deng thoi, sir dung
160
thu dien ter co the ca biet hoa n8i dung thong diep quang cao va chao hang
nhat
.
n dung vao cac doan thi truOng lchac nhau, tharn chi den timg ca nhan.
Ve hinh thUc, thu dien ter c6 the dugc trinh bay dcp, thu but sir chit Si
cita khach hang. Thu dien tit Bang trO thanh m8t phan khong the thieu trong

viec tao lap va duy tri m6i quan he vii khach hang. Thu dien tir la cong
cu
hau hieu, ben canh cac phuang tien truyen thong khac, trong viec
tang
cumg
hoat dOng xfic lien va ho trg kink doanh.
+ Nhugc diem: Khach hang ngay tang bao hoa vdd email quang cao. SO
lugng thu dien ter dugc giri di vai invc dich quang cao ngay cang nhieu, trung
binh 80% thu dien tir khach hang nhan hang ngay co muc dich quang cao trkrc
tiep hoac gian tiep. Dieu nay khong chi giam hieu qua marketing ma con anh
huomg den uy tin, hinh anh cua doanh nghiep khi gui thu quang cao ma khong
CO dOng y cua ngudd nhan. De Ichac phut nhugc diem, co the lira chgn hinh
thfrc gui thu dien ter opt-out, theo do, ngueri nhan c6 the thong bao cho nguOi
giri de tir chi khong nhan th6ng diep quang cao tiep theo.
Qua day thay rang co rat nhieu hinh that quang ba gidd thieu san pham
va doanh nghiep. Tuy nhien hieu qua chat luting quang cao trong moi
truarig mpg van con la si
g
r hoai nghi cua doanh nghiep. Quang cao tren
mang co nhieu hinh thirc da clang va hap can, tir cac banner dal tren cac
website 16n den cac thu dien ter gui trtrc tiep. Theo thong ke, mirc d8 thanh
cong cita marketing dien tir dugc the hien 'Ara ten hieu qua tac Ong den
cac giai down mua hang dm khach hang. Tir khi khach hang nhan biet nhu
eau thong qua giai clop quang cao den khi khach hang ra guy& dinh mua, tS
,
le nay vao khoang 1 phan nghin. TS
,
le khach hang tiep tic quay lai mua
hang tir cac quang cao teen mang tucmg dOi thap, do do nguoi ban can trien
khai nhieu Men phap hoac nhieu dgt quang bd, Vic lien

a
tang kha nang
thanh cong.
3.3. ifng citing marketing di0 tir trong hoat dOng xuAt nkap khiu
3.3.1. Khai
iliac he
thong cac Trade Points tren Internet di qudng
cao
Trade Point hay "Tam diem thucmg mai
n
' la mOt sang Id& cua
t6
chirc
Thucmg mai va Phat trien dm Lien Hop QuOc (UNCTAD), nam trong
161
Chuang trinh Hieit qua thuang mai (Trade Efficiency) va Thudn lgi hoa
thuang mai (Trade Facilitation), sir dung nhitng lien be ve ding nghe thong
tin trong hoat deng thuang mai not Chung va thuang mai qu6c to not rieng.
Met trong nhang mix dich ca ban dm Trade Point la cung cap met
website lam trung tam tai do c6
tat
ca cac thong tin phut vu hoat Ong kinh
doanh nhu thong tin ve thi truemg, hang hod, dich vu, van tai, bao hiem, mai
giai, cac quan he von ca quan quan ly nha nuac nhu hai quan, thud Hcm
nfra website nay ket n6i tai cac tam diem thuang mai khac
a
ma reng mang
ludri th6ng tin ten town cAu. Thong qua tam diem thucmg mai, cac ca quan,
t6 chirc lien quan de doanh nghiep, ca nhan chi can tidp can met dia diem
(met cira) de cc!, dugc thOng tin thucmg mai town

Chuang trinh Trade point c6 ba chirc nang chinh:
- Cung cap cac dich vu kinh doanh, thuang mai.
-
Cung cap cac dich vu thong tin thi truemg, tim kiem doanh nghiep
hang.
-
Ke n6i cac doanh nghiep voi nhau.
Doanh nghiep c6 the sir dung Trade point
a
tien hanh cac hoat deng
tn.rac giao dich (pre-transaction) nhu lien lac, tim kiem doanh nghiep hang,
thi twang. Sau do, neu thudn lgi cac doanh nghiep c6 the tien tai dam phan,
ky ket va thIrc hien hop d6ng.
Tam diem thucmg mai dAu tien ten the giai dugc thanh ldp nAm 1992
vai sir tham gia dm 171 nuac. Hien nay co khoang 152 trade point tai 92
nuac teen the giai va con s6 nay dang tie!) tuc tang nhanh.
* Khai thcic cac "co. h(51 kinh doanh dien tee tren Internet
Ca
hei kinh doanh dien tir hay ETO (Electronic Trade Opportunity) la
met dich vg dugc nhieu doanh nghiep quan tam khi trien khai marketing
dien tir. Nha dich vu nay, cac doanh nghiep co the tim kiem nguai mua
hang, nguiyi ban hang hay phat hien ra nhu c'du thi truemg. Dich vu ETO
dugc cung cap teen cac tam diem thucmg mai, san giao dich thuang mai dien
tir hoc cac c6ng thuang mai dien tir. ETO cho phep cac doanh nghiep tham
gia giri cac don Chao hang, hoi hang len met dia diem tren website va moi
doanh nghiep ten khip the giai deu co the tiep can dugc thong qua Internet.
162
ETO la mOt hoat dOng khd tieu Neu dm hau het cac tam diem thucmg mai
(Trade point).
Day tlurc chat la mOt img dung cua thucmg mai truytn th6ng tren

Internet khi dua cac yeu cau chao mua va chao ban len mang. Trong thucmg
mai truyen th6ng, khi cac doanh nghiep mu6n chao ban (offer) hay chao
mua (inquiry) thi phai thuc hien tren cdc pliucmg tien truyen thong nhu tivi,
bdo, tap chi, fax, din thoai hoac hOi chg, trien lam. Cac phucmg tien
tren hien nay van con hieu qua, nhung Internet phat trien tao ra mOt phucmg
tien mon, mOt ding cu mOi cho phep hall het doanh nghiep co the tham gia
yeti chi phi re hcm, nhanh hon va hieu qua km hon.
3.3.2. Khai tithe cdc san giao dich thwong mgi dien tfr B2B
San giao dich din tir (Electronic marketplace) la thOt website, tai d6
nguoi mua va ngueti ban gap nhau, trao doi va giao dich. Trong giai. doan
nay, c6 the thay cdc
e
-
market place
chua dugc phat trien rOng
a
dugc hieu
la thi tnreng din tir von day du cac y nghia cua thi truang, nhung von
nghia la mOt dia diem
a
cac nhu eau c6 the dugc ddp img, chg. din tir c6
nhfing uu the to lon han nhieu so von chg truyen th6ng.
Doanh nghiep c6 the sir dung
e
-
market place
a
lien hanh:
- Gioi thieu, quang bd san pharn dich vu vi day la dia diem tap trung de
nguoi mua va ban ten khip the gioi gap nhau

- Tien hanh cdc giao dich din tir tren cac e-marketplace, do e-
marketplace tap trung dugc nhieu quan he gifra ca nhan,
to
chirc va chinh
phO va c6 kha nang dau to de cung cap cac giai phdp bao mat, thanh todn ho
trg cho cac giao dich din tir cua doanh nghiep.
Danh sach mOt s6
e
-
market place
(c6ng B2B) c6 the tham khao tren
Yahoo hoac Google tai cac B2B hay Business Directory.
3.3.3. Tim hilu thong tin thi truang qua So* giao dich hang hod tren
Internet
So giao dich hang hod la mOt trong nhung t6 chirc giao dich mua ban
hang hod c6 truyen nhat trong thucmg mai von nhieu ten ggi: commodity
exchange, commodity market, corn exchange Day la non nguoi to
tien
163
hanh cac giao dich mua va ban hang hoa vai khi lugng 16m, nhfing loai
hang hoa co pham cap r6 rang nhu kim loai, ngii c6c, ca phe, cao su Viec
mua ban a day lien hanh theo nhang quy the chat the th6ng qua nhitng
nguai moi giai do sa giao dich hang hod chi dinh.
So giao dich hang hoa the hien tap trung quan he cung cau ve mat s6
mat hang trong ttng thai gian nhat dinh. Gid ca tai cac sty giao dich hang
hod dugc cac doanh nghiep coi la tai lieu tham khao ve gid ca hang hoa ten
thi tnremg the giai. Nguyen nhan ca ban la s6 lugng hang hod dugc giao
dich ten cac thi truang nay thuang rat 16n. Tra ngai 16m nhat
d61
vai cac

doanh nghiep khi muen tan dung ngutm thong tin nay la khoang cach, tiled
gian va chi phi.
Vai su phat trien cila Internet, cac se( giao dich hang hoa dugc (mg
dung cong nghe thong tin va Internet da thuc su tra nen de tiep can han
d6i
vai cac doanh nghiep ten khap the giai. Cac doanh nghiep lan nho, a moi
ncri, moi luc deu CO the tiep can cac sa giao dich hang hod de khai thac, theo
dOi cac thong tin thi truemg, gid ca, khi lugng giao dich, xu hu6mg va kha
nang bien clang. Han nita, cac thong tin dugc cap nhat thuemg xuyen 24 gier
trong vOng 7 ngay, chi tiet hcm, day dir hon. Khong chi khai thac, theo d'Oi
thong tin, quan tong han cac doanh nghiep co kha
nang
tham gia thuc hien
cac giao dich thong qua Internet nhanh hcm, hieu qua han cac phucmg phap
truyen
Doanh nghiep c6 the tham khao cac thong tin thi tut:mg tai cac website
cua nhung sa giao dich hang hoa lan tren the giai nhu:
- SO giao dich hang hod Chicago:

-
SO giao dich hang hod Chau Au:

-
SO giao dich hang hoa Tokyo: www.tocom.or.ip

-
SO giao dich hang hod New York: www.nymex.com


3.3.4. Tim kiam thj trtrOng vit dal ttic tren Internet

M6t muc tieu cua cac
to
chirc hien nay la lam sao frng dung ding nghe
thOng tin de khuyech tnrcmg va ban dugc san pharn. Lam the nao de
khuyech trucrng website cua ding ty ten mang Internet? Dua ten website
164
vao cac ding cu tim kiem, dang ky vao cac trade point, cac e-marketplace,
cac danh ba doanh nghiep, trang yang, trang tang dien tir de giai thieu san
phdm dich vu cua minh, giai thieu tren cac trang web ve hOi chg, trien lam
la mOt s6 cac bien phap co ban, hieu qua, nhanh va tiet kiem chi phi de dat
muc tieu nay.
Muc tieu tiep theo la lam sao c6 the tim nguai mua hoac cung cap
thong qua Internet tai cac thi tnrang cu the theo khu vvc dia 1Sr hoac theo cac
nganh hang, mat hang ma doanh nghiep quan tam. Truck day, hang nam
mOt s6 qu6c gia c6 xudt ban Danh ba cac ding ty xudt nhap khdu, tuy nhien
de cac doanh nghiep vira va nhe c6 the tie') can va sir chin con nhieu han
che. Ngay nay, Internet va Web da g6p phAn giai quy& van de nay mOt cach
hieu qua thong qua cac danh ba tren web. Co ba loai danh ba kinh doanh
tren web, loai mOt chira danh muc cac danh ba kinh doanh teen the giai, loai
hai la cac danh ba kinh doanh town cdu hay qu6c to va loai ba la danh ba
kinh doanh cua tong mac. Vi
Lotti 1: Danh ba cua Trung tam thucmg mai the giOi:

.
Tai day c6 danh ba cac cong ty va cho phep Bang
ky cac co hOi kinh doanh, dugc chia theo ca nganh hang va khu vvc dia 15r,
d6ng thai c6 nhang lien ket den cac danh ba khac.
Lowi 2:
Danh ba cac doanh nghiep Chau Au, cung cAp thong tin dm
hcm 500.000 cong ty tai 36 nuac, dia chi:

www.europages.com
.
Danh ba c6
le la mOt trong cac co sa dit lieu lan nhdt ve cac ding ty la Kompass
International Database, cung cAp thOng tin ve khoang 1,5 trieu cong ty tren
60 nuac va 23 trieu san phdm, phan chia theo khu vvc dia
15
,
va mat hang.
Dia chi:
www.kompass.com
.
WLW online, dia chi

,
giori thieu 240.000 cong ty cung img c6 tiem Wang tai 10 nuac. World Trade
Association, dia chi

g6m 300 thanh vien 6. 180 nuac,
cung cAp danh ba g6m 140.000 nha xudt nhap khAu va cac doanh nghiep
lien quan.
Lo3i 3:
Danh ba cac doanh nghiep cua cac nuac cu the, vi du danh ba
cac cong ty cua Nhat

,
Hoa KS
,
:

,

165
3.3.5. Hg thong thiing tin xfic din thirang mgi tren Internet
Hog dOng ho tra thucmg mai, Vic tien thucmg mai,
,
phat trien thucmg
mai la mot ding viec ma cac to chirc qu6c te, cac quoc gia, cac ph6ng
thucmg mai va doanh nghiep, hiep hOi nganh nghe da va dang
lien
hanh tir
nhieu nam nay. Cac dich vu chinh co the bao g6m:
- Th6ng ke ve hog dOng san xuat, ngoai thuong cua cac nu6c
- Th8ng tin ve cac quy dinh thuong mai qu6c to cua cac nuac, cac khu
vtrc
- Thong tin ve cac quy
tac
y te, an toan, chit luting lien quan den ngoai
thucmg
- Thong tin ve diu thau
- Thong tin ve danh muc cac nha xu
l
at khiu, nha nhip khiu, cac
t6
chirc
lien quan den thucmg \mai
- Cung cap cac tai lieu gioi thieu ve kinh
t6
va thucmg mai cac nuac,
huang dan kinh doanh vai tong thi tnramg cu the

- Th8ng tin ye gia ca hang hoa
- Thong tin ho tra thiet lip quan he doanh nghiep hang, tra giup cac
cong ty nuac ngoai tiep can vai doanh nghiep trong nuac
- Thong tin ve cac hOi chg, trien lam qu6c te, str kien kinh te tren the
giai
- Gioi thieu cac chao hang, hoi hang, cac ca hOi kinh doanh
- Thong tin ye yin tai hang hoa
- Thong tin ye cac
ky
thuit marketing
qutic te, tap
quan thucmg mai
quoc
t6
- Huang an
ky
thuit nghiep vu ngoai thucmg
- Cac yin de ye phap 1.y, trong tai lien quan den thucmg mai quOc to
Khong phai tai m9i t6 chirc mac tien thucmg mai, doanh nghiep deu c6
the tim duqc cac thOng tin tren, tuy nhien qua nhieu t6 chirc doanh nghiep
c6 the
tong
hap duac nhilng thong tin thi truang minh quan tam. Cac
t6
chirc xuc tien thucmg mai
cong
thuang co str lien he vai nhau de doanh
nghiep co the tim kiem thong tin day du va de dang han th6ng qua cac lien
ket ten cac website vori nhau.
166

3.3.6. Cele website thong tin mic din thwong mfti then hinh
*
Website caa cac to chew xfic tien thuang mai clic: Chinh pha
Feau het cac chinh phu Teti có hoat dOng h6 trg thuong mai. Vi du, tai
My, có the tim hieu tai website cua BO Thucmg mai My:
www.usatrade.gov


hoac

;
BO Nong nghiep My:

;
Hip hoi cac nha xuat nhap khau
my
(AAEI)

.
Tai
Singapore, có the tham khao cac thong tin hti troy thucmg mai tai BO ding
nghiep va thucmg mai Singapore:

;
Website cua HOi
ding phat trien thucmg mai Singapore:

.
Tai Nhat ban,
T6 chirc xuc tien ngoai thuang cua Nhat (JETRO):

www.jetro.go.ip
•cung
cap cac thong tin xiic tien thuong mai qu6c t6.
*
Website caa Lien cloan cac to chicc thuang mai quac to (Federation of
International Trade Associations)
tai website

.
Tai day co
thong tin ve
tAt ca
cac website xuc
tien
thuang mai dm
tAt ca
cac nuOc, khu
Arc va dugc phan chia theo tirng nganh hang.
*
Website caa cac Phong thuang mai tren the gi&i.
Cac phong thucmg mai teen the gidd la nai huong clan cac doanh nghiep,
nhat la doanh nghip xuat nhap khau, cung cap cac thong tin ci
-
mg nhu cac
huang clan de doanh nghiep tham gia thi truamg, phat hien, tip can khach
hang, cung cap cac thong tin, huong dan, h6 troy de doanh nghiep tham gia
hOi chg., trien lam Co the tham khao website cua mot s6 phong thuang mai
din hinh nhu:
- Phong thuang mai qu6c to tai Paris:

;

- Phong thucmg mai My tai New York:

;
- Phong thucmg mai qu6c
t6
Singapore:


- Phong thuong mai va ding nghiep N11'4 ban:


* He thong cac to chicc khuyen khich nhap khciu
MOt
s6 nuac phat trien có chucmg trinh xuc tien nhap khdu tir cac nuot
Bang phat trien. Vi du nhu: Thvy
Sy
có chuang trinh khuy6n Ichich Map khau
SIPPO, dia chi tai

;
Dan Mach có Van phong Phat trien
nhap khdu tir cac nuac clang phat trien DIPO, dia chi tai:

.

167