CHƯƠNG 3 MARKETING ĐIỆN TỬ - 2 potx

Churang 3
MARKETING
Dim Ti)
3.1. Tinig quan ye marketing din tir
3.1.1. Ceic khai nVem co' ban ve E-marketing
Marketing da hinh thank tir rat lau cling voi su phat trien cua hoat dOng
thucmg mai. Tuy nhien markting dien tix thi m6i chi ph6 bien trong han 15
nam trey lai day. Hien nay có nhieu each hieu marketing dien tir, sau day la
mot s6 khai ni'em dien hinh ve marketing dien tir:
Marketing dien tir la qua trinh lap ke hoach ve san pham, gia, phan ph&
va xfic tien d6i vOi san pham, dich vu va )", tuOng de dap ling nhu cau
cua t6
chirc va ca ithan - dua tren cac phuang tien dien tir va Internet.
9

Marketing dien tir bao g6m tat
ea cac hoat d6ng de thoa man nhu
cau
va mong muon cua khach hang thong qua Internet va cac phuang tien dien
tir
10
Marketing dien tir la viec img dung mang Internet va cac phuang tien
dien to (web, e-mail, co so dit lieu, multimedia, Smartpohone ) de
tien
hanh cac hoat dOng marketing nharn dat duac cac muc tieu cua t6 chirc va
duy tri quan he khach hang thong qua viec nang cao hieu Net ve khach hang
(thong tin, hanh vi, gia tri, mirc dO trung thanh tir d6 lien hanh cac hoat
dOng 'cue tien huang muc tieu va cac dich vu qua mpg huong toi thoa man
nhu eau cua khach hang."
Ye
ca

ban, marketing dien tir duac hieu la cac hoat dOng marketing
dugc lien hanh qua cac phuang tien dien tir va mang
vin
thong. Trong do,
phuang tien dien tir c6 the la may tinh, dien thoai di dOng, Smartpohone
con mang vien thOng c6 the la Internet, mpg thong tin di Ong
9
Philip Kotler, Marketing Management, 11 Edition, 2007
I°
Joel Reedy, Shauna Schullo, Kenneth Zimmerman, 2000


143
3.1.2. Cdc hinh that plat
trim
co ban cda marketing din tir
Nhin chung marketing dien tir trai qua 3 giai down phat trien:
Thong tin: cac
hog deng marketing dien tir nham glen thieu, quang ba
hinh anh doanh nghiep, san phim dich vu cua doanh nghiep thong qua cac
website, catalogue dien
Giao dich: cac
hoat Ong giao dich true tuyen, to &Ong hoa cac quy
trinh kinh doanh, phut vu khach hang
tot
hcm, thuan lien, an town va hieu
qua hcm trong ban le, dich vu ngan hang, thi twang chimg
Twang tic:
phi hgp, lien ket gift nha cung cap, nha san xuat, nha
phan phii thong qua chia se cac

he
thing thong tin, phii hgp cac quy trinh
san xuat, kinh doanh de hoat Ong hieu qua nhat, dien hinh la cac hang san
xuat 6' to, may tinh
* Nhang hoat d'
Ong Marketing dien t r ph6 biin
- Marketing true tie') bang e-mail.
- Giri thong diep quang coo qua Internet den cac thiet bi dien tir nhu
dien thoai di &Ong, fax
- Dich vu khach hang thong qua cac cong cu tren web va Internet nhu
chat, voice, video conference, net meeting.
- Thuc hien dieu tray kien khach hang to Ong bang bang eau hoi tren
web.
- Dang ky tren cac san giao dich, cong thucmg mai dien
- Ti chfrc cac can dan de tim hitu y kien khach hang.
- Tir 2009 xuat hien hinh dale Marketing dien tir qua mpg xa hei
*
So sanh marketing dien tir va marketing truyJn thing
CO the khang dinh rang mix tieu cua marketing dien tir va truyen thing
khong khac nhau. Jeff Bezos — nguoi sang 14 va ding th6i la chu tich cua
Amazon.com
, met trong nhung cong ty kinh doanh qua mang hang dau the
giai
voi doanh se nom 2009 khoang 29 tS
,
USD da phat lieu rang: "Mgi
ding ty deu phai chu trong tad khach hang, huang tai nhu cau cua khach
hang tnrac khi de cap tai san pham cua minh, cho dir trong thoi dai cong
144
nghe thong tin hay cac thed dai khac". Doi vori doanh nghiep, invc tieu

cua
marketing dien tir khong khac vOi marketing truyen thong, deu la doanh se,
loci nhuan, thi phan Jeff Bezos ding nhan xet ve Amazon.com
nhu sau:
"Chang ME khong phai la nha phan phoi sach bao
Chang toi sung khong phai la nguoi ban bang dra nhac
Chang toi cung khong phai la nhiing nha kinh doanh phim anh
Va cung khong phai la ding ty chuyen ban ciciu gia, ma
Chfing till la cong ty phut vu khach hang."
Dieu nay cho thay, trong thed dai ding nghe thong tin hien nay,
marketing dien tir hay truyen thong deu huang tai ding met dei tucmg, do la
khach hang.
Tuy nhien, marketing dien tir khac vai marketing truyen then 6 hai
diem chinh do la:
mai truimg kinh doanh va phimng tign thirc hi?n.
D6i
vai
moi tnremg kinh doanh, marketing dien tir tap trong vao cac hog &Ong
marketing trong m8i tnr6ng Internet va Web. Den nay marketing dien tir CO
the ma rang m8i truong ra cac mpg vien th6ng khac nhu mang thong tin di
&Ong nh6 sv hei to cua cac mang vin thong. Ve phucmg tien thvc hien:
marketing dien tir sir dung Internet va cac thik bi dien tir nhu may tinh,
PDA, dien thoai di &Ong va cac thiet bi dien tir khac.
Ban chat cila marketing dien tir khOng khac so vai marketing truyen
thong, van nhAin thoa man nhu eau dm khach hang. Tuy nhien, khach hang
trong th6i dai ding ngh' thOng tin se co nhimg dac diem khac vai khach
hang truyen thong; h9 co thoi quen tiep can thong tin khac vai truyen thong,
h9 danh gia cac lva ch9n ve hang He dich vv dva tren cac nguen thong tin
mai, hanh deng mua hang khi th%rc hien qua mang ding khac so vai truyen
thong. Ban chat marketing khong thay doi, van la met qua trinh trao

doi
thong tin va kinh te. Marketing dien tir van bao gem tir viec xac dinh nhu
eau den lap cac ke hoach marketing h6n h9p dei vai san pham, dich vv,
sau do tien hanh va kiem tra de thvc hien cac mvc dich cua t6 chirc
va ca than. Tuy nhien, phuong thirc tien hanh marketing dien tir khac
vai
marketing truyen thong: Marketing truyen thong can rat nhieu cac phuang
tien khac nhau nhu tap chi, t6 roi, thu, dien thoai, fax khien cho sv phei
145
hop gift cac bo phan kho khan han, ton nhieu thari gian hail; con marketing
dien tir th6ng qua cac mang
vin
thong, dac biet la Internet, va cac phuang
lien dien tir c6 the lien hanh
tat
ca cac hoat dOng khac dm marketing nhu:
nghien ciru thi truamg, quang cao, thu thap 3"
,
kien phan h6i tir phia ngueri
tieu dung, mua sam, san xuk, ban hang, dich vu sau mot cach nhanh
chong, hieu qua voi chi phi thAp.
3.1.3. Zhu dilm cfia marketing difn a so yeti marketing truy'dn thong
Tac dQ giao dich
nhanh han, vi du quang cao qua email, phan ph6i cac
san phAm s6 hoa nhu am nhac, game, phAn mem, e-books, ho trg khach
hang qua cac forum, netmeeting
Thai gian hogt demg lien
tuc 24/7/365, to dOng hoa cac giao dich, vi du
nhu mua sam ten Amazon.com
, mua ye may bay qua mpg tai

Priceline.com
, dAu gia qua mang teen eBay.com
,
Phgm
vi hogt dfing
toan cAu, cac rao can tham nhap thi tnremg co the bi
ha thAp, kha nang tier, can thong tin thi tnramg cua cac doanh nghiep va
ngtrai tieu dung dugc nang cao. Vi du nhu cac doanh nghiep tai Viet Nam
co the tim hieu thi truang Chau Au, My, Nhat thong qua cac website thong
tin thi trtrOng
Da dgng hda san philm
do khach hang c6 the tier) can nhieu san pham,
dich vu ham ding thari nha cung cap ding CO kha nang ca biet hoa
(customize) san phAm phi' hop voi cac nhu cAu khac nhau cua khach hang
nha kha nang thu thap thong tin ve khach hang qua Internet
a
clang ham, vi
du de mua may tinh, khach hang co the tham khao cac san phAm cua nhieu
nha san xuAt khac nhau thong qua website ho, so sanh gia ca., thong s6
ky thuat
Tang cwang quan hg khdch hang
nha kha nang tuang tac, chia se
thong tin gifta doanh nghiep voi khach hang cao han, dich vu
tot
han, thad
gian hoat dgng lien tuc 24/7 thong qua cac dich vu truc tuyen, cac website
can clan, FAQs
Tlf
dfing hoa cac giao dick
thong qua cac phAn mem thuang mai dien

tit (shopping cart), doanh nghiep co the phuc vu khach hang
tot
han voi chk
lugng dich vu on dinh han.
146
3.1.4. Tcic citing ciia thirang mgi dien tir din hogt (ging marketing
Nghien cuu thi tririmg:
MOt mat thucmg mai dien tir hoan thien, nang
cao hieu qua cat hoat dOng nghien cuu thi truang truyen th6ng, mot mat tao
ra cac hoat dOng mai giirp nghien cuu thi tnrang hieu qua han. Cac hoat
dOng nhu phong van theo nhom, phong van sau dugc flux hien true tuyen
thong qua Internet; hoat dOng dieu tra Wang bang cau hoi dugc thuc hien qua
ding cu ten nen web tien lgi, nhanh va chinh xac han.
Hanh vi khach hang:
Hanh vi khach hang trong thuang mai dien tir
thay
d6i
nhieu so voi trong thuang mai truyen th6ng do d4c thir cua moi
tnramg kinh doanh mai. Cac giai down xac dinh nhu cau, tim kiem thong tin,
danh gia lua ch9n, hanh dOng mua va phan img sau khi mua hang deu c6 the
bi tac d'6ng bed Internet va Web.
Vi du: Mo hinh AIDA ten Amazon.com

+ Attention: Website phai thu but Ru chir y cua nguai xem (dep, an
Wang, thAm my cao).
+
Interest: Website cung cap cac san phArn, dich vu, thong tin phir hop
nhu cau khach hang muc lieu.
+
Desire: Website c6 cac bien phap )(ire lien de tao mong

muOn
mua
hang nhu giam gia, qua tang.
+ Action: Form
mk
dep, tien 19i, an toan de khach hang thuc hien giao
dich de clang.
Phan doyn thi truiing va thi truing muc tieu:
Cac tieu chi
a
11
:
za
chon thi tnramg muc tieu dua vao tu6i tac, giai tinh, gido due, thu nh4p,
vimg dugc b6 sung them bOi cac tieu chi d4c biet khac cua Thuang
mai dien tir 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 san phim:
Cac tieu chi de dinh vi san phAm ding thay doi tir
gia re nhAt, chAt lugng cao nhAt, dich vu
tot
nhAt, phan ph6i nhanh nhAt
dugc b6 sung them nhcmg tieu chi cira rieng thuang mai dien tir nhu nhieu
san phAm nhAt (Amazon.com
), dap img moi nhu cau cua ca nhan va doanh
147
nghiep (Dell.com
), gia thap nhat va dich vu
tot

nhat (Charles Schwab,
website: Sehwab.com
)
Cac chitin hive marketing him hqp:
Ben chinh sach san pharn, gia,
phan phei, xuc tien va ho trg kinh doanh ding bi tac Ong cua thuang mai
dien tir. Viec thiet ke san pham mai hieu qua han, nhanh han, nhieu y tuang
mai han nher su phi hop va chia se thong tin gala nha san xuat, nha phan
phei, nha cung cap va khach hang. Viec dinh gia cling chiu tac Ong dm
thuang mai dien tir khi doanh nghiep tiep can dugc thi truOng town cau,
Ong then dei thu canh tranh va khach hang cling tier, can dugc nguen thong
tin toan eau doi hei chinh sach gia town cau va nOi dia can thay
d6i
de c6 su
thong nhat va phiz h9p Oita cac thi tnremg. Viec phan phi dei von hang hoa
hau hinh va vo hinh deu chiu su the deng cua thuang mai dien tir, dei von
hang hoa hau hinh qua trinh nay dugc hoan thien han, nang cao hieu qua
han;
d6i
von hang hoa vo hinh, qua trinh nay dugc thuc hien nhanh hat han
so vai thuang mai truyen thong. Dac biet hoat dung xiic lien va ho trg kinh
doanh c6 su
tin bo
vugt bac nha tac dung cua thuang mai dien tir vai cac
hoat deng mai nhu quang cao tren website, quang cao bang e-mail, dien dan
cho khach hang teen mang, dich vu ht; trg khach hang 24/7/365
3.1.5. MO't so di'du kien can di eip dung marketing dien tit thanh cong
Ben canh cac dieu kien chung ve ca so vat chat,
ky
thuat va phap ly, de

dp dung marketing dien tir can c6 met se dieu kien rieng nhu:
Thj truang:
D6 IA nhan th*c cua khach hang &Si vai thuang mai dien
tir va ty le nguai sir dung va chap than Internet. Doi von marketing dien tit
(B2C), khach hang can co dieu kien tiep can Internet cling nhu thoi quen mua
sam qua mang. Doi von marketing B2B, cac to chirc can nhan thirc duet tam
quan trong cua chia se thong tin, phei hqp hoat Ong san xuat va kinh doanh
de nang cao hieu qua, giam chi phi va tang cuong nang luc canh tranh.
Doanh nghiep:
Nhan thirc cua cac to chirc ve tam quan trong va
nghia song con cua viec ling dung cong nghe thong tin trong kith doanh,
danh gia dugc led ich cua dau to vao marketing dien dr ding nhu danh gia
dugc cac nguy ca, hiem hoa neu khong tham gia marketing dien dr.
148
Su phtit trien cat, ale ling dyng marketing tren Internet: hAu
het cac
hoat dOng marketing deu c6 the ling dung nhang thanh ttru cua ding nghe
• thong tin nhu. nghien ciru thi trueng, )(fie tien thuong mai; phat trien san
pham mot quang cao; ph6i h9p giira cac ben cung cap, san xuat va phan ph6i.
3.2. irng dung marketing din tir trong doanh nghib
3.2.1. Nghien crru thi truemg qua mgng
Trong nghien ciru thi truong truyen th6ng c6 ba phuang phap ca ban la:
phong van nhom khach hang, phong van cac chuyen gia (Indepth
Interview), va dieu tra bang bang cau hoi. Ca ba phucmg phap nay du co
the sir dung mang de trien khai hieu qua va thuan tien han.
3.2.1.1. Phong Win nhOrn khcich hang (Focus group)
Theo phuang phap nay, viec phOng van nhom khach hang dugc lien
hanh qua mang Internet thong qua cac forum, chat room hoac netmeeting.
Hinh thirc phong van nhom khach hang qua mang khac phuc dugc cac
nhugc diem cua hinh thirc phOng van nhom khach hang kieu truyen th6ng

(vi nhfing nguoi tham gia kh6ng con bi phu thuOc nguoi dieu khien; tranh
dugc kha
nAng g4'p true tiep m41 d6i mg
do do tang str tu do dua ra 3"
,

Hinh thirc ph6ng van nay con c6 mot s6 uu diem sau:
+
Thai gian lien hanh: linh hoat hon vi moi nguoi tham gia qua mang
Internet.
+
Dia diem tien hanh: linh hoat, thuan tien, nguoi tham gia khong phai
di chuyen den mot dia diem nhat dinh de phOng van nhu tnr6c day.
+
Th6ng tin thu thap dugc: nhieu han, do cac thanh vien tham gia co
the suy nglif dOc lap khi phong van.
Tuy nhien, hinh thirc nay cling co mot s6 han
che
.
nhu:
+ Tinh chan thuc: MI6
theo d'Oi dugc tinh chan thtrc dm thong tin dugc
dua ra trong phOng van do nguiYi phOng van va nguoi dugc phong van
khong true de) doi mot.
+ Yeu
cAu kyr thuat: can c6 nhtmg phan mem img dung chuyen dung de
hO trg nhu hOi thao truc tuyen (video conferencing), dien dan (forum) hoac
giao tiep qua mang (message chat, voice chat).
149
+ Tien dO thuc hien phOng van: cham ham do khong c6 tac dOng va dieu

khien true tiep cua ngueri phong van den cac thanh vien tham gia phong van.
3.2.1.2. PhOng van cac chuyen gia (Indepth Interview)
Hinh thirc nghien ciru thi twang ca ban thin hai la phong van cac
chuyen gia, hinh thirc nay cfmg ducc ap dung hieu qua han nher img dung
cong nghe th8ng tin. Theo hinh thirc nay, cac chuyen gia dugc meri tham gia
phong van qua mang. Nguai dugc phong van dua ra cac cau hoi qua mang
cho cac chuyen gia va nhan dugc cac giai dap ciing qua mang. Han nita. 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 img dung nhu nhom
thu dien to (e-mail group), chatroom hoac hop true tuyen (netmeeting). Vol
cac 1mg dung qua mang, hinh thirc nghien ciru thi truerng nay c6 mot s6 uu
diem nhu:
+ Tap trung dugc nhieu cau hoi to phong van vien va ngueri theo d'Oi.
+ CO the ket hop de phOng van dugc &Ong thoi nhieu chuyen gia.
+
Thong tin chi tiet
do
cac chuyen gia c6 thei gian suy nglif trong qua
trinh phong van va dugc tham khao nhieu y kien cua cac chuyen gia lchac.
3.2.1.3. Dieu tra bang Bang cau h6i qua mang
Day la hinh thim nghien cuu thi truemg de lay thOng tin dinh lugng
quan trong nhat. Dieu tra bang bang cau hoi truyen th6ng thuong gap m6t s6
han the ve di lai, phan ph& bang cau hoi, nhap dit lieu. Ong dung dieu tra
bang bang eau hOi qua mpg gop phan han the dugc cac nhugc diem nay.
Cu the:
+ Viec giri bang cau hoi qua mang nhanh han, tiet kiem then gian.
+
Viec sir dung website thu thap du lieu giam chi phi nhap dir lieu
truerc day.
+

Thong tin tra l07 chinh xac han do nguai dugc phong van to tra loci
trirc tiep bang each dien vao bang cau h6i (questionnaire form) teen cac
website.
+ Pham vi dieu tra rOng do ngueri dugc ph6ng van c6 the truy cap bang
cau WA qua Internet.
150
Tuy nhien, cling nhu hai hinh thirc teen, viec diau tra bang bang cau heri
qua mang cling có han the that dinh, da. 'c Net la mix dO phan h6i thap nau
khong có cac bien phap 118 trg, khuyan khich dOng vien ngu6i dugc phong
van tham gia. Doanh nghiep co the trian khai mot s6 hinh thirc nghien ciru
thi truing qua mang nhu sau:
+ Sir dung cac bang cau hoi tich hop vao cac trang web de thu thap
thong tin.
+ Truc dap thu nhan y kien khach hang thOng qua cac
mau phan h6i
thong tin (feedback form) dat tren website cira doanh nghiep.
+ Thong qua cac phAn mem theo dai qua trinh khach hang duyet web cira
doanh nghiep de tim hiau hanh vi cua khach hang trong giao dich.
3.2.2. Phdn Itch hank vi mua siim cfia khdch hang qua ming
ThOng qua cac phAn mam chuyen dung tich hop teen website ban hang,
doanh nghiep co the thu thap thong tin va phan tich hanh vi mua sArn cua
khach hang, tir do tra 16i dugc cac cau heri nhu:
Khach hang xem hang gi?
Khach hang mua hang gi?
Mat hang gi xem nhung khong mua?
Nhimg mat hang gi dugc mua cling voi nhau?
Quang cao nao dugc xem nhiau hcm?
Quang cao nao dugc xem nhieu nhung kh8ng ban dugc hang?
Mat hang nao it dugc xem, it dugc mua?
Cac mat hang thay the?

MIMI hang of) b6i rot khi có qua nhiau kra chon khong?
CO san phArn nao khOng dugc xfic tien khOng?
San phAin CO dugc mo to chi
tit
khong?
Thong qua nhu ng cau tra 16i, doanh nghiep co the hoach dinh chitin
lugc marketing chinh xac han. Nhang ling dung nay thuang dugc gAn trong
cac phAn mam phan tich dir lieu (data mining).
Viec phan tich qua trinh mua hang dm khach hang la van de dac Net
151
quan trong d6i voi marketing. Qua do, nguoi kinh doanh c6 the dua ra cac
guy& Binh tac dOng hiau qua nhk den timg giai doan nh'am huOng khach
hang mua san phAm, dich vu cua minh. Cu the:
Giai do#n "xfic dinh nhu au ":
Web va Internet c6 the truyan tai
thong tin den khach hang mot cach hiau qua de tac dOng den nhu cau
cua
khach hang.
Giai doan "tim kiem thong tin":
khi khach hang c6 nhu du, can tim
kiam thong tin va san pham, dich vu; Web va Internet co the nhanh chOng
cung cap nhiau thong tin can thiat ve san phAm, dich vu cua nhiau nha cung
cAp cho khach hang.
Giai do#n "danh gia cac Iva chyn ":
Web va Internet cong cung cAp
nhiau ngu6n thong tin de khach hang tham khao, danh gia xem lua chon va
san phAm, dich vu nao phii hop nhAt, co the dap img tot nhAt nhu cau
cua
minh.
Giai do#n "hanh dOng mua ":

thong qua Web vb. Internet nguai ban
co the tin hanh nhiau hoat dOng khuyen mai
a
dAy nhanh hanh dOng mua
hang dm khach hang.
Giai do#n "phin ung sau khi mua ":
thong qua Web va Internet cac
dich vu ho trg khach hang ding dugc flan hanh hiau qua de tang cutmg quan
he
voi khach hang.
3.2.3. Phan dogn thi trwang trong marketing din
tir
MOi doanh nghiap thutmg khong du kha nang ve tai chinh, cong ngha
cong nhu nang luc san xuAt de" dap img
tat
ca cac nhu
cau
tren thi trutmg.
Ben canh do, luon c6 su canh tranh gift cac doanh nghiap trong cong mOt
nganh hang. D6 dO, doanh nghiap thu?mg nham ten mOt ph&'n thi trtreng
de
dap img
tot
va hiau qua km. Trong nhang phan doan thi tn.rong, khach hang
co nhang dac diem tucmg d6i gi6ng nhau nhu thu nhap, giOi tinh, trinh dO
hoc van, thoi quen mua Day la diau kin de doanh nghiap co the ap
dung cac chien lugc marketing tucmg d6i deng nhAt. Vic phan doan thi
tnrikig giup doanh nghiap ch9n ducic doan thi truang phi' hop nhAt, co nhiau
kha nang thanh cong nhat de
tin

hanh cac hoat dOng kinh doanh.
152
Trong marketing truyen th6ng, viec phan down thi twang thumg chra
teen cac nhom tieu chi nhu:
- Dia
1ST:
thanh thi, nong thon, vimg mien khac nhau
- Nhan khAu hoc: tu6i, gioi tinh, thu nhap, trinh dO hoc van, ton gido
- Tam 1Si: ca tinh, dia vi xa hOi, phong each song
- Hanh vi: thoi quen sinh hoat, mua sam, tieu dung
Trong marketing dien tir, phan doan thi truing c6 the sir dung them tieu
chi hanh vi khach hang de phan down thi truing, theo d6 c6 3 nhom khach
hang chinh:
.

Ngtroi xem hang hem (viewers):
d6i vai nh6m khach hang nay, website
can that sv An Wong de thu but dugc nhimg khach hang nay, bAng tir ngit va
hinh anh dac biet de to dL An. Nhang dL An nay se la bulk khoi &Au de
khach hang dimg 10 ten website va tiep tuc xem san phAm, dich vu.
Website ding can cung cap thong tin b6 sung ve cac san phAm dich vu ten
website. Vi du nhu than xet cua khach hang, thong tin ve cong nghe, sire
khoe lien quan den cac san phAm. Nhimg thong tin nay se gift chin khach
hang loci nay 6
.
lai website lau hcm va c6 An twin sau hcm ve cong ty, khi
do c6 kha nang se mua hoac ghi nha lai website de lAn sau quay lai.
Ngtrai mua hang hem (shoppers):
day la nhang khach hang
da

co dv
dinh mua hang hoa va vao website de thvc hien hanh vi mua hang. D6i voi
nhitng khach hang nay, website can dugc t6 chirc va thiet ke sao cho viec
mua hang thuan tien nhAt. Gi6 mua hang chinh la cong cu de giup khach
hang lam viec do. Nhang lgi the cua gi6 mua hang trong thucmg mai dien tir
so \fed gi6 mua hang trong sieu thi truyen th6ng chinh la sv th6ng ke, goi
to vAn, tinh town gia ca sao cho co 19i nhAt cho khach hang. Gio mua hang
ding gulp luu tra th8ng tin ve khach hang de nhitng lan mua hang sau thuan
tien hon. Amazon.com
la mot vi du dien hinh ye gio mua hang thuan tien
cho khach hang.
Ngtriri tim hilu v'd hang hoa (seekers):
Nhftng khach hang nay vao
website va biet chinh xac san phAm h9 quan tam. Nhimg khach hang nay co
dOng ca de mua hang nhung h9 con dang tim kiem them thong tin de ra
quye't dinh D6i voi nhimg khach hang nay, website can c6 cong cu de so
sanh cac san phAm, dich vu, than xet cua khach hang, ggi y, to vAn.
153
Du mo hinh phan down thi tnramg tren dugc sir dung tucmg doi ph6
bien,
van
con rat nhieu hanh vi cua khach hang chua dugc giai thich day dit.
Theo mOt nghien ciru dm McKinsey & Company, dieu tra 50.000 nguai six
dung Internet va da tach dugc thanh sau nhom voi cac dac diem khac nhau
can cir vao hanh vi &la ho.
Nhom 1, nhik ng ngwai thich sir tifn 10 (simplifier-convenience).
Day
la nhiing khach hang quan tam va bi thu but bOi nhang website c6 quy trinh
kinh doanh don gian, thuan tien, nhanh va hieu qua hcm so vai cac quy trinh
kinh doanh truyen th6ng.

Nhom 2, nhirng ngu•Oi thick tim kiem thong tin (surfer).
Nhimg khach
hang nay thich duyet cac trang web
a
tim hieu thong tin, 3'7 Wong moi, va
mua sam. Ho thich giai tri va danh nhieu then gian hcm cac nh6m con lai
teen cac website. De thu hitt dugc nhom nay, website can co nhieu nOi dung
hap dan, trinh bay dep va update thuamg xuyen.
Nhom 3, nhirng ngwai thich m(ic ca (bargainer).
Ho tim kiem nhi'mg
san pham
tat,
va gia ca thap nhat. Mac dit chiem it hon 10% tong s6 khach
hang dugc dieu tra, ho chiem 50% trong s'6 khach hang tham gia vao eBay.
Ho 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.
Nhom 4, nhti ng ngurri thick him (tang (connectors).
Nhtsing khach
hang nay thich quan he, giao tiep vai moi nguOi, tham gia cac chat room,
thich giri va nhan tin nhan, thich sir dung cac website có card dien dr,
email Ho thuemg tre tu6i, thu nhap va kha nang chi tieu thap, thuong c6
muc dich tim hieu, tham gia cac hoat dOng tren web nhieu hon mua sam
Nhom 5, nhirng khdch hang thwan xuyin (rountiners).
Day IA
nhirng khach hang sir dung web
a
thu thap thong tin, mua ban chimg

khoan, thong tin thi tnrOng tai chinh NM:mg nguai nay thich nhimg giao
dien ma ho quen thuOc va thoai
Nhom 6, nhfing ngwai thich thl thao, gidi tri (sporters).
Tucmg to
nhOm 5, nhtmg ho quan tam nhieu den the thao, giai tri ham nhilng thong tin
ve tai chinh. Ho coi web la phucmg tien giai tri, do d6 cac website can phai
dep, hap dAn va co tinh tucmg tac cao.
154
Kho khan d6i vai cac nha kinh doanh la xac dinh nhom khach hang nao
se den tha'm 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
lgi va thich mac Ca co kha nang mua nhieu han va quan tam den nhang san
pha'm cu the han. Nhirng nhom khach hang khac nhu thich tim kiem thong
tin, khach hang thuang xuyen can dugc quang cao \Teri cac thong diep khac
nhau. Co met s6 website sir dung phuong phap dm Dell, qua do khach hang
se cung cap met s6 thong tin ve ban than va nhtIng moi quan tam dm ho,
qua do website se to dOng dieu chinh de dua ra nhtIng san pharn, dich vu ma
h9 c6 kha nang quan tam nhieu han.
* Thi truirng muc tieu:
la thi tnrOng tai do doanh nghiep CO kha nang
thoa man nhu cau tot nhat. Doanh nghiep c6 nang luc canh tranh cao hon
cac doanh nghiep khac tren thi tnremg nay, CO it d6i thit canh tranh
tim
tang, CO kha nang dap img cac muc tieu ve doanh s6, 19i nhuan, thi phan cua
doanh nghiep. Thi truong muc tieu cila met s6 cong ty thuong mai dien tir
co the gi6ng hoac khac khac veri thi truemg muc tieu cua cac ding ty truyen
th6ng. McDonalds.com
An chi tap trung vao thi trtremg mix tieu cua cong
ty. Tuy nhien, Amazon.com
tap trung vao thi tru?mg flute tieu hoan toan

mai. Thi twang muc tieu cua Shwab.com
lai la thi twang mu rOng ben canh
thi truong khach hang giao dich chimg khoan truyen th6ng.
3.2.4. Ccic chiln luvc marketing dien ter him hQp (E
-
marketing mix)
3.2.4.1. Chinh sach gici trong marketing dien tit
Cac chien lugc dinh gia truyen thong thuang can c* vao chi phi, gia
cua d6i thit canh tranh, gia ten cac thi trtremg chinh, gia tai sa giao dich,
kha nang thanh toan cua khach D6i vOi moi tnrang Internet, chinh
sach gia cua cac cong ty chiu anh huong rat lon tir gia cua d6i thu canh tranh
vi moi muc gia co the dugc cong b6 cong khai tren mang, khach hang c6 the
tiep can nhieu ngu8n thong tin han de danh gia ye 19i ich va chi phi d6i voi
cac
quyet
dinh mua hang dm hg.
Han nira, tren Internet tai cac thi twang khac nhau, cong ty kho co the
dinh cac mire gia khac nhau nhu tnrac day. Vi du, hang &mg h'
ti Swatch
(www.swatch.com
)
kho co the dinh gia khac nhau cho cac san pha'm dien tir
155
va d6ng h6 cua minh khac nhau tai cac thi tnrang khac nhau vi khach hang
hoan toan c6 the tim dugc gia tai cac thi truong.
D6i yen cac san pham s6 hoa nhu am nhac, phan mem, game, to van,
dao tao truc tuyen rat khO c6 dinh gia khac nhu mac dit khach hang mix
tieu tai cac khu vuc thi twang khac nhau c6 mac thu nhap binh quan khac
nhau. Khi doanh nghiep tiep can dugc thi tnrang toan cau, ding thai d6i thu
canh tranh va khach hang ding tiep can dugc ngu6n thong tin toan eau doi

hoi chinh sach gia toan cau va nei dia can thay d6i de c6 su dieing nhat va
phit hgp gift cac thi truang.
Ngoai ra, quan diem marketing tnrac day cho rang hang trieu nguai
tieu dimg Bang huang ve trang web de tim ra mac gia re nhat, cac nha ban le
truc tuyen trong nhieu linh vuc nhan thay rang ho khong the canh tranh gia
dugc ncra. Boi nhieu nha san xuat ap dat mac gia t6i thieu cho cac san pham
cua
ho, va trong met vai tnrang hop thi cac nha ban le ban duai mire gia do
1:4 cat giam.
3.2.4.2. Chinh sach san pham trong marketing dien tir
Trong marketing, san pham chinh la tap hop nhimg Igi ich ma nguoi
ban cung cap cho nguari mua, bao gom ca y6u t6 htru hinh va vo hinh nhu
danh tieng, thuan tien, dich va kem theo. San pham trong marketing dien
tir
dugc chia lam hai loci: tit* nhat g6m cac san pham hoan toan mai, chi dugc
hinh thanh khi Internet phat then va thir hai g6m cac san pham truyen th6ng
dugc them cac thuOc tinh mai tir Internet.
Internet taco ra cac san pham hoan tam moi
+ San pham cot loi: nhu cau trao d6i thong tin thuan tien, re, nhanh,
toan cAu (qua thu dien tir); nhu cau quang bao toan cau; nhu cAu dam phan,
giao dich, trao d6i toan eau; thong tin hang ngay cap nhat; chia se cac tai
nguyen s6 hod.
+ San pham hien thuc: nhang san pham mai hoan toan chi co sau khi
ph6 cap internet vi

thu dien tir, website, catalogue dien tir, bao dien
forum, chat, video chat, tr6 choi dien to tren mang, dien dan de chia se phan
mem, cac mo hinh kinh doanh dien tir.
156
+

San phAm b6 sung: Dich vu sau ban hang, cac dich vu ding cua nha
nuoc; thu thue tren mang; dao tao tren mang; dich vu ngan hang dien tir.
Internet hif tra chinh sach san phdm truyen thong
+ Phat
trien
san phAm mai: Sir dung Internet va Web de thu thap y kien
khach hang ve cac san phAm mai. Vi du
www.volkswagen.com
khi dua ra
san phAm xe Beetle cai tien (1998) da
tin
hanh dieu tray kien khach hang
18 thang qua website va san phAm mai thuc sy thanh ding.
+
Sir dung Internet vao phat trien san phAm may mac: lien ket gifra nha
thiet ke, nha cung cap nguyen lieu, nha may san xudt, cong ty phan ph6i va
khach hang thong qua internet de
san
xudt hieu qua hon.
+
Xay dung va phat trien thucmg hieu tren Internet: quang ba, gioi
thieu, ding c6 quan he,
t4o
dung su tin Wang cua khach hang.
3.2.4.3. Chinh sach phan phdi trong marketing dien tit
D6i
vai hang hoa s6 hod dugc, viec phan ph6i co the thyc hien hoan
hao qua mang. MOt s6 san phArn c6 the dugc giri true tiep cho khach hang
qua mang nhu: gixi true tier) qua mang: phan mem, am nhac, game. MOt s6
san phArn lai CO the dugc phan ph6i bang each cho khach hang ty tai ve tir

tren mang (download) nhu: phan mem, am nhac, game MOt s6 san phdm
dugc
phan ph6i thong qua cac dai ly a gars khach hang; khi do dai 4/ se in
san phAm len dia CD/DVD roi giri tai khach hang (hinh thirc nay khAc phuc
dugc cac nhugc diem nhu thong tin s6 hoa CO khi luting 16
.
n, tiled gian tai
ve law, khi chi phi giri dia CD cao, thei gian giri dia CD dai ).
D6i vai hang hod hir
'u hinh, viec phan ph6i
van
co the sir dung Internet
va web 1111 trg de
nang
cao hieu qua thong qua thiet lap ca the phoi hop hieu
qua gift cac ben trong he th6ng phan ph6i; kiem soat hang hoa trong qua
trinh phan ph6i (FedEx, DHL ); ma rang kenh phan ph6i den cac vimg dia
Vi mai (website thay cho cac phong trung bay truyen th6ng).
MOt diem quan trong khi xem xet chinh sach phan ph6i trong marketing
dien tir la vai tro cua cac trung gian trong he th6ng phan ph6i. Vi do, viec
phat hanh san phAm am nhac co the thuc hien theo 2 kenh khac nhau:
Trong phuang thirc giao dich truyen th6ng, khach hang thuang mua
bang dia nhac tai cac cua hang ban le hoac cua hang chuyen doanh am nhac.
157
Trinh to phan ph6i truyen th6ng:
Ca ban nhac 4 Hang phat hanh
4
Dai
ly
ban buon 4 Cita hang ban le Ngueri mua. D6i

vat phan ph6i qua
Internet, quy trinh nay da có nhcmg thay de
L
i nhat dinh ya nguai to thay co
sr them, bat va tai lap cdc trung gian trong kenh phan phoi. Nhu vay, khi
phan ph6i qua Internet khong con da hang bdn le trong kenh phan ph6i
(hien tucmg loci be, hay bat trung gian), thay vao do la cfra hang do tren
mang (hien tucmg tai lap trung gian duoi clang thirc mai) va xuat hien them
Catalgue MP3 nhu la mot trung gian bat buOc trong kenh phan ph6i chit
khong chi don thuan la mot cong cu thuan tuST (hien tucmg them trung gian).
Ngodi ra, trong m8 hinh phan ph6i mat nay, quyen lua chon cua khach hang
da duqc ma rOng clang ke. Khdch hang có the tai tir trang chit dm ban nhac
hoac cua dm hang do hoac tir catalgue MP3 met s6 bai hdt cila ban nhac ma
minh ua thich duai d?ng tep dir lieu MP3
a
nghe thir, sau do có the dat mua
bang dra nhac do qua catalogue MP3, hoac tit dm hang do, hoac tai trang
chit cua dai ly ban buOn hoac tit trang chit dm hang phat hanh. Viec them,
bat hay tai lap cac trung gian phan ph6i mai chi mang tinh chat tucmg d6i va
mo hinh the kenh phan ph6i se khOng giSng nhau d6i vat cac san pham,
nganh nghe vi con pity thuOc vao thoi quen mua hang va vao tucmg quan luc
lucmg san xuat va phan ph6i cita mat hang cu the do.
3.2.4.4. Chinh sach xac tien thuang mai trong marketing dien
to
xfic
tien thuong mai trong thuong mai dien tir la cach thirc dung cac
phucmg tien dien tit
a
giai thieu, mai chao, cung cap th8ng tin ye san pham
hang hod hoac dich vu can nha san xuat an nguei tieu dUng va thuyet phyc

h9 ch9n no. Thong qua cac ding cu cua thuang mai dien tir nhu thu dien
cac Website doanh nghiep den hanh giai thieu, pang cdo ve san pham
ding nhu uy tin, danh tieng cua doanh nghiep, dac biet la xay ch
i
mg hinh anh
doanh nghiep cho nhcmg ngtreti thuang xuyen truy cap Internet va trao d6i
thu tir dien tir.
X& lien thucmg mai trong thuong mai dien tir thuc chat la each thirc cac
doanh nghiep van dung cac kha nang dm Internet nham myc dich cu6i cung
la phan ph6i duqc san pham hAng hod hay dich vy an thi twang tieu thy.
Vic tien thuang mai trong marketing dien tir con lien quan tai viec xay
dung, quang bd thuong hieu cho website cua doanh nghiep. Hau het cac
158
cong ty sir dung quang cao truc tuyen deu da sir dung cac cong cu quang cao
truyen th8ng. De quang cao hi6u qua nen s* dung phi hop cac hinh thirc
vm
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 mOt trong cac
hinh thirc quang cao dien tir ph8 bien hien nay. Ngoai ra con c6 nhieu hinh
thirc quang cao khac nhu pop-up, thu dien Duoi day la mOt s6 hinh thirc
quang ba doanh nghi6p ding nhu san pham cua minh trong m8i truang mang:
Banner Ads:
la 0 quang cao hinh chit nhat dugc dal tren cac trang web,
CO dung tinh hoac dOng, lien ket den mOt trang web china cac nOi dung thong
tin dm quang cao. Khi nguai xem nhap chuOt vao o quang cao, trang web
quang cao se dugc ma ra de nguai xem theo d'Oi cac thong tin quang cao
trong do. Cac quang cao nay oft the dap img mix tieu cung cap thong tin
hoac thuyet phuc khach hang mua sanpharn, dich vu. Nhitng banner quang
cao ban dau dugc thiet Ice duOi clang anh GIF va dugc tai ve ding trang web
va gift nguyen trang thai cho den khi nguai xem chuyan sang trang khac.

Hi6'n nay, cac banner dugc thi& ka tinh to hcm, c6 the to thay
ai
trong khi
trang web Van girt nguyen nham thu hitt su chit dm nguai xem bang nhimg
hinh anh dOng.
Pop-up:
day la dung quang cao dugc the hien duai clang mOt cira
s6
khi nguai sir dung ma mOt trang web nao do. Cira s8 nay khong co cac
nOi dung va hinh thirc giong mOt trang web thong thuang ma chi chira duy
nhat not dung quang cao. Cach duy that de thoat khoi cira s8 pop-up nay IA
kich vao nut dong cira so nay a g6c ten, ben phai. Nhieu nguai sir dung rat
khong thich kieu quang cao nay. Dac bit la khi cac cira so pop-up lien tuc
xuat hi6n khi dong mOt trang web nao dO. Neu nguai sir dung khong thao
tac nhanh, cac pop-up hi6n ra lien tuc co the dAn den treo may tinh MOt
dung quang cao, it gay bye minh hcm cho nguai s* dung la
pop
-
up behinds,
tuc IA cira so quang cao dugc hien ra nhtmg nam a phia sau trang web ma
nguai sir dung me. Nguai s* dung c6 the nhin thay cira s8 nay khi dOng
trang web lien quan den pop-up. Theo nghien ciru cita hang to van phucmg
tin tuong tac Anh nam 2004, quang cao dung pop-up khong chi gay buc
minh d6i vai
nguai dung ma con tao ra su thieu thin cam cita nguai ding
doi voi ding ty clang quang cao. Bat chap kat qua nghien cua tren, nhi6u
159
doanh nghiep van tip tuc sir dung quang cao dung pop-up d6 thu hitt su chit
3"
,

cua nguoi sir dung.
Quang cao qua email:
la each sir dung thu dien tir giri true tip
den
nhung
khach hang tiem nang. Phuang phap nay n6u lam dung se tra thanh
hinh thirc giri thu rac (spam). tranh bi coi la thu rac, truac khi giri nOi
dung quang cao, ngu6i giri
can
co bien phap d6 bi6t dugc ngu6i nhan co
d6ng y nhan cac thu quang cao nay hay khong.
Quang cao qua cac cong cu tim kiam (search engine):
la each dung ky
tren cac dog cu tim kiem
a
nguoi sir dung khi tim ki6m cac nOi dung lien
quan thi nOi dung quang can se xuAt hien.
Bang kJ'
,
vdo cac cling thong tin I/twang mgi dien ter:
la each dung ky
vao ca sa du lieu thanh vien trong cac cong thong tin dien tir. Kin khach
hang tim nang tim ki6m tren ca sa dit lieu nay v6 cac nOi dung lien quan,
kha nang tim thy cong ty se cao han so vOi viec dung kS
,
ten cac cong cu
tim ki6m ph6 thong.
Ngoai ra doanh nghiep co th6 sir dung them hai hinh thirc sau quang
ba website cua minh:
Quang cao Ian Ma (viral marketing):

la hinh thirc giri kern theo th8ng
diep quang cao nhang thong tin hAp dun d6i voi khach hang
nhu
bun thiep
dien tir (e-card) hay phAn mem
mien
phi d6 to dOng luc cho khach hang
giri tip nhimg thOng diep nay cho doanh nghiep be, nguoi quen cira minh.
Nhu vay, chinh nguoi nhan se la nguiyi tip Ate phut tan cac quang cao cua
cong ty di rOng hai.
Sr Hen true tuyin:
la hinh thirc t6 chirc cac su kien nhu cuOc thi, d6
vui, ph6ng van true tuy6n tren website cua doanh nghiep d6 thu but nhi6u
nguiyi tham gia va bi6t den website.
Quang bei website doanh nghiep qua thu dien tir:
day cong la mOt
hinh thirc sir dung ph6 bin ma cac doanh nghiep thuang mai dien tir Bang
lam de giai thieu doanh nghiep cua minh tai nguoi tieu dimg va doi tac.
+ Lru di6m: Ve nOi dung, thu dien tir co the truyen tai thong diep yeti
nhieu clang thong tin nhu van ban, hinh anh, am thanh dtn khach hang
mot each nhanh chong va chi phi th
l
dp. Han nua, viec t6 chirc giri thu dien tir
c6 th6 dugc to dOng hoa nho cac phAn mem chuyen dung. Diing that sir dung
160
thu dien tir co the ca biet hoa nig dung thong diep quang cao va chao hang
nlam dung vao cac doan thi tru6ng khac nhau, tharn chi den timg ca nhan.
Ve hinh thirc, thu dien tir CO the dugc trinh bay dep, thu hit si; chu y
cua khach hang. Thu dien tir Bang tra thanh mOt phan khong the thieu trong
viec tao lap va duy tri m6i quan he vai khach hang. Thu dien tit la cong cg

him hieu, ben canh cac phucmg tien truyen thOng khac, trong viec tang
cubing hoat dOng xfic tien vahii trg kinh doanh.
+ Nhugc diem: Khach hang ngay tang bao hoa vai email quang cao. S6
lucmg thu dien tit dugc giri di vori muc dich quang cao ngay cang nhieu, trung
binh 80% thu dien tir khach hang nhan hang ngay co muc dich quang cao trvc
tiep hoac gian tier). Dieu nay khong chi giam hieu qua marketing ma dm anh
hikmg den uy tin, hinh anh cua doanh nghiep khi girl thu quang cao ma khong
co six d6ng y cua ngueri nhan. De khac phut nhugc diem, co the lua chgn hinh
thirc giri thu dien to opt-out, theo do, ngubi nhan c6 the thong bao cho ngu6i
gin de tir ch6i khong nhan th6ng diep quang cao tier, theo.
Qua day thay rang c6 rat nhieu hinh thirc quang ba gioi thieu san pham
va doanh nghiep. Tuy nhien hieu qua chAt luting quang cao trong moi
trung mpg van con la slr hoai nghi cua doanh nghiep. Quang cao ten
mang co nhieu hinh thirc da clang va hap din, tir cac banner dat tren cac
website lan an cac thu dien to girl trvc tiep. Theo th6ng ke, muc do thanh
ding can marketing dien tir dugc the hien (Iva ten hieu qua tac dOng den
cac giai down mua hang cila khach hang. Tit khi khach hang nhan biet nhu
eau th8ng qua giai clop quang cao den khi khach hang ra
quy6t
dinh mua, ty
le nay vao khoang 1 phan nghin. Ty le khach hang tier) tvc quay lai mua
hang tir cac quang cao ten mpg tucmg
d6i
thap, do do nguai ban can trien
khai nhieu bien phap hoac nhieu dcd quang ba, xuc tien de tang kha nang
thanh cong.
3.3. trng dyng marketing din tir trong hoat dOng xuAt nh4p khiu
3.3.1. Khai iliac hf thiing cac Trade Points tren Internet di qudng
cao
Trade Point hay "Tam diem thucmg mai' la mOt sang kien cua

t6
chirc
Thucmg mai va Phat trien dm Lien Hop Qu6c (UNCTAD), nam trong
161
chucmg trinh Hieu qua thucmg mai (Trade Efficiency) va Thuan lqi hoa
thuang mai (Trade Facilitation), sir dung nhiing tien be ve ding nghe thong
tin trong hoat Ong thuang mai not chung va thucmg mai qu6c to not rieng.
Met trong nhirng muc dich ca ban dm Trade Point la cung cap met
website lam trung tam tai do c6
tat
ca cac thong tin phut vu hog gong kinh
doanh nhu thong tin ve thi trtramg, hang hoa, dich vu, van tai, bao hiem, moi
giai, cac quan he von ca quan quan ly nha nu6c nhu hai quan, thue Hcm
nua website nay ket n6i tai cac tam diem thucmg mai khac
a
ma reng mang
ltroi thong tin ten town du. Thong qua tam diem thucmg mai, cac ca quan,
t6
chirc lien quan de doanh nghiep, ca nhan chi can flap can met dia diem
(met cira) de c6 dugc thOng tin thuang mai town cAu.
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 truamg, tim kiem doanh nghiep
hang.
- Ke not cac doanh nghiep von nhau.
Doanh nghiep c6 the sir dung Trade point de Ten hanh cac hog dung
truck giao dich (pre-transaction) nhu lien lac, tim kiem doanh nghiep hang,
thi truang. Sau do, neu thuan lai cac doanh nghiep c6 the tien tai dam phan,
ky ket va thkrc hien hap d6ng.
Tam diem thuang mai dAu tien ten the gioi ducfc thanh lap nam 1992

von su tham gia dm 171 mr6c. Hien nay c6 khoang 152 trade point tai 92
nu& teen the giOi va con s6 nay dang tiep tuc tang nhanh.
* Khai that cac "ca hai kinh doanh dien tic" tren Internet
Ca
hei kinh doanh dien tir hay ETO (Electronic Trade Opportunity) la
met dich vu dugc nhieu doanh nghiep quan tam khi trien khai marketing
dien tu. Nh6 dich vu nay, cac doanh nghiep co the tim kiem nguoi mua
hang, nguad ban hang hay phat hien ra nhu cAu thi truamg. Dich vu ETO
duqc cung cap tren 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, WM hang len met dia diem tren website va mai
doanh nghiep tren khap the giai deu c6 the tiep can dug:cc thong qua Internet.
162
ETO la mOt hoat dOng kha tieu Neu cua hAu het cac tam diem thuong mai
(Trade point).
Day thIrc chat la mOt irng citing cua thuong mai truyen th6ng ten
Internet khi dua cac yeu cAu chao mua va chao ban len mang. Trong thuong
mai truyen th6ng, khi cac doanh nghiep mu6n chao ban (offer) hay chao
mua (inquiry) thi phai thvc hien teen cac pliucmg tien .truyen thong nhu tivi,
dai, bao, tap chi, fax, dien thoai hoac hOi chg, trien lam. Cac phucrng tien
tren hien nay van con hieu qua, nhung Internet phat trien tao ra mOt phucmg
tien mori, mOt cong cu mai cho phep hAu het doanh nghiep co the tham gia
voi chi phi re hon, nhanh hon va hieu qua lOn hon.
3.3.2. Khai thdc cac san giao djch thurrng mgi dien ter B2B
San giao dich dien tir (Electronic marketplace) la MOt website, tai do
nguari mua va nguad ban gap nhau, trao d6i va giao dich. Trong giai. doan
nay, co the thay cac
e
-
market place

chua dugc phat trien rOng de dugc hieu
la thi twang dien tir vai day du cac y nghia cua thi tnrong, nhung
nghia la mOt dia diem
a
cac nhu cAu có the dugc dap img, chg dien tir có
nhitng uu the to lan hon nhieu so Vai chg truyen thting.
Doanh nghiep có the sir dung
e
-
market place
de tien hanh:
- Gioi thieu, quang bd san phAm dich vu vi day la dia diem tap trung de
nguari mua va ban ten lc* the giai gap nhau
- Tien hanh cac giao dich dien tir teen cac e-marketplace, do e-
marketplace tap trung dugc nhieu quan he gifra ca nhan, to chirc va chinh
phu va co kha nang dAu to de cung cap cac giai phap bao mat, thanh town hO
trg cho cac giao dich dien tir cua doanh nghiep.
Danh sach mOt s6
e
-
market place
(c6ng B2B) có the tham khao ten
Yahoo hoac Google tai cac B2B hay Business Directory.
3.3.3. Tim hieu thOng tin thi trw&ng qua So giao djch hang hod tren
Internet
Sa giao dich hang hod la mOt trong nhung
t6
chirc giao dich mua ban
hang hod
c6 truytn nhAt

trong thuong mai voi nhieu ten goi: commodity
exchange, commodity market, corn exchange Day la noi nguOi to tien
163
hanh cac giao dich mua va ban hang hod vai kh6i lugng lan, nhang loaf
hang hod c6 pham cap re rang nhu kim loai, ngu c6c, ca phe, cao su Viec
mua ban a day
tien
hanh theo nhirrig quy the chat the thong qua nhirng
ngued moi giai do se( giao dich hang hod chi dinh.
Sa giao dich hang hoa the hien tap trung quan he cung cau ve mot s6
mat hang trong tong th6i gian nhat dinh. Gia ca tai cac so giao dich hang
hod dugc cac doanh nghiep coi la tai lieu tham khao ve gia ca hang hoa tren
thi truer/1g the giOi. Nguyen nhan ca ban la s6 lugng hang hod dugc giao
dich tren cac thi truang nay thuemg rat 16.n. Tref ngai lan nhat
d6i
vai cac
doanh nghiep khi mu6n tan dung ngu6n th6ng tin nay la khoang cach, th6i
gian va chi phi.
Wri six phat trien cila Internet, cac se( giao dich hang hoa dugc Ung
dung ding nghe thong tin va Internet da thuc su traf nen de tiep can hon d6i
vai cac doanh nghiep teen khap the giai. Cdc doanh nghiep lan nho, o moi
noi, moi luc deu c6 the tie', can cac ser giao dich hang hod
a
khai thac, theo
dOi cac thong tin thi tnreing, gia ca, khi lugng giao dich, xu huorng va kha
nang bien dOng. Han nib., cac thong tin dugc cap nhat thuemg xuyen 24 gia
trong yang 7 ngay, chi tiet hon, day dir hon. KhOng chi khai thac, theo clOi
thong tin, quan trong hon cac doanh nghiep c6 kha nang tham gia thuc hien
cac giao dich th6ng qua Internet nhanh hon, hieu qua hon cac phucmg phap
truyen th6ng.

Doanh nghiep c6 the tham khao cac thong tin thi truemg tai cac website
cua nhitng se( giao dich hang hoa lOn tren the gfai nhu:
-
SO giao dich hang hod Chicago:

-
SO giao dich hang hod Chau Au:

-
Ser giao dich hang hod Tokyo: www.tocom.or.ip
- SO giao dich hang hod New York: www.nymex.com


3.3.4. Tim kiam thj trireng vii et& tae tren Internet
MOt muc
tieu cua cac
to
chirc hien nay la lam sao ang dung dog nghe
thong tin de khuyech trucmg va ban dugc san pham. Lam the nao de
khuyech twang website cua cong ty ten mang Internet? Dua ten website
164
vao cac ding cu tim kitm, Tang ky vao cac trade point, cac e-marketplace,
cac danh ba doanh nghiep, trang yang, trang tang dien tir dt giai thieu san
pham dich vu cira minh, giai thieu tren cac trang web vt hOi cho, trit'n lam
la mOt s6 cac bien phap co ban, hieu qua, nhanh va tit kiem chi phi
a d
g

muc tieu nay.
Muc tieu tip theo la lam sao c6 the tim nguoi mua hoac cung cap

thOng qua Internet tai cac thi truing cu the theo khu visc dia 1S
,
hoac theo cac
nganh hang, mat hang ma doanh nghiep quan tam. Truac day, hang nam
mOt s6 qu6c gia co xuat ban Danh ba cac cong ty xuat nhap khAu, tuy nhien
cac doanh nghiep vira va nhe c6 the tiep can va sir dung con nhieu han
cht. Ngay nay, Internet va Web da gip plan giai guy& van dt nay mOt cach
hieu qua thong qua cac danh ba tren web. Co ba loai danh ba kinh doanh
ten web, loai mOt china danh num cac danh ba kinh doanh ten tht giai, loai
hai la cac danh ba kinh doanh town
cAu
hay qu6c to va loai ba la danh ba
kinh doanh cua trang nuac. Vi du:
Loai 1: Danh ba cua Trung tam thuarig mai tht giai:

.
Tai day c6 danh ba cac ding ty va cho phep dang
ky cac
Ca
hOi kinh doanh, duac chia theo ca nganh hang va khu vue dia 15r,
ding th6i c6 nhiing lien ktt den cac danh ba khac.
Lo#i 2:
Danh ba cac doanh nghiep Chau Au, cung cap thong tin ciia
han 500.000 cong ty tai 36 nuac, dia chi:
www.europages.com
.
Danh ba c6
le la mOt trong cac Ca sar
dt1
lieu km nhat ve cac ding ty la Kompass

International Database, cung cap thong tin vt khoang 1,5 trieu ding ty tren
60 nuac va 23 trieu san pham, phan chia theo khu vuc dia ly va mat hang.
Dia chi:
www.kompass.com
.
WLW online, dia chi

,
gkri thieu 240.000 cong ty cung img co tim nang tai 10 nuac. World Trade
Association, dia chi

g6m 300 thanh vien ar 180 nuac,
cung cap danh ba g6m 140.000 nha xuat nhAp khau va cac doanh nghiep
lien quan.
Loai 3: Danh ba cac doanh nghiep cua cac nuac cu tht, vi du danh ba
cac ding ty cua Nhat

,
Hoa KS/ :

,

165
3.3.5.
He
thjng thong tin xfic tan thtrang mai tren Internet
Hoat dOng ho trg thuong mai, )(tic tin thucmg mai, phat trien thucmg
mai la mot cong viec ma cac to chuc qu6c te, cac qu6c gia, cac phong
thucmg mai va doanh nghiep, hiep hOi nganh nghe dA va dang lien hanh tir
nhieu nam nay. Cac dich vu chinh c6 the bao g6m:

- Th6ng ke ve hoat dOng san xuat, ngoai thucmg cua cac nuac
- Thong tin ve cac quy dinh thucmg mai qu6c te cua
cac
nu6c, cac khu
vvc
- Thong tin ve cac quy tac y te, an town, chat lugng lien quan den ngoai
thucmg
- Thong tin ve dau thau
- Thong tin ve danh muc cac nha xuat khau, nha nhAp khau, cac t6 chirc
lien quan den thucmg mai
- Cung cap cac tai lieu gied thieu ye kinh to va thuong mai cac nuac,
huemg clan kinh doanh ved tong thi truing cu the
- Thong tin ve gia Ca hang hoa
- Thong tin hO trg thiet lAp quan he doanh nghiep hang, trg gifip cac
ding ty nuac ngoai tiep can vai doanh nghiep trong nuac
- Thong tin ve cac hOi chg, trien ram qu6c te, sv kien kinh to tren the
giai
- Gied thieu cac chao hang, hed hang, cac ca hOi kinh doanh
- Thong tin ve van tai hang hoa
- Thong tin ve cac
ky
thuAt marketing qu6c te, tap quan thucmg mai
qu6c te'
- Huang can
ky
thuAt nghiep vu ngoai thucmg
- Cac van de ve phap 1Sr, trong tai lien quan den thucmg mai qu6c to
Khong phai tai mgi t6 chirc xuc lien thuong mai, doanh nghiep deu c6
the tim
dugc

cac thong tin teen, tuy nhien qua nhieu t6 chirc doanh nghiep
c6 the tong hgp dugc nhUng thOng tin thi tnrong minh quan tam. Cac to
chirc xuc tin thucmg mai cfmg thuong c6 sv lien he vai nhau de doanh
nghiep c6 the tim kiem thong tin day du va
a
clang hcm thong qua cac lien
ket teen cac website ved nhau.
166
3.3.6. Ccic website thOng tin xfic lien thwong mai dian hinh
*
Website cua cac to chitc xac tien thuang mai caa Chinh pha
Hau het cac chinh phu deu co hoat dOng ho trg thucmg mai. Vi du, tai
My, c6 the tim hi6u tai website cua BO Thucmg mai My:
www.usatrade.gov

hoac

;
BO Ming nghiep

;
Hiep hoi cac nha xuAt nhap khau My (AAEI)

.
Tai
Singapore, c6 the tham khao cac thong tin h6" trq thuong mai tai BO ding
nghiep va thuong mai Singapore:

;
Website cua HOi

d6ng phat trien thucmg mai Singapore:

.
Tai Nhat ban,
T6 chirc xuc tien ngoai thucmg cua Nhat (JETRO):
www.jetro.go.ip
cung
cap cac thOng tin x6c tin thuong mai qu6c
*
Website caa Lien doan cac td chic thumg mai quic ti (Federation of
International Trade Associations) tai website

.
Tai day c6
thong tin v6'
tAt ca
cac website xuc lien thucmg mai dm
tAt ca
cac nuac, khu
vuc va
ducic
phan chia theo tong nganh hang.
*
Website caa cac Phdng thuong mai tren thi giot
Cac phong thucmg mai ten the gioi la ngi huang dan cac doanh nghiep,
nhAt la doanh nghiep xuAt nhap khau, cung cap cac thong tin ding nhu cac
huong clan de doanh nghiep tham gia thi truang, phat hien, tip can khach
hang, cung cap cac thong tin, huang dan, WO' trg de doanh nghiep tham gia
hOi chg, trien Co the tham khao website cua mot s6 phong thucmg mai
die'n hinh nhu:

- Phong thucmg mai qu6c
t6
tai Paris:

;

- Phong thucmg mai My tai New York:

;
- Phong thucmg mai qu6c t6 Singapore:


- Phong thucmg mai va ding nghiep Nhat ban:



*
He thing cac td char khuyin khich nhap khdu
mot s6
nuac phat trien co chucmg trinh xuc tien nhap khAu tir cac nuac
dang phat trien. Vi du nhu: Thvy
Sy
co chucmg trinh khuyen khich nhap khau
SIPPO, dia chi tai

;
Dan Mach co Van phong Phat trien
nhap khau tir cac nu6c dang phat trien DIPO, dia chi tai:

.

167