Ảnh hưởng của văn hoá Việt Nam (cấp độ cá nhân)

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DANH SÁCH NHÓM
Khoa Thương Mại – Du Lịch – Markeng
BÀI TIỂU LUẬN
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PHẦN I. CƠ SỞ LÝ LUẬN
1. Tóm tắt lí thuyết của Geert Hofstede, Michael Harris Bond, Chung-leung
Luk năm 1993
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†L& (QT ‡)$ (y +&p(Kh(n +t †!"#$‡ )$  (y +&p3i+|†)L&
(QT ‡8U($C.€&}†!"#$‡<
•  &4+~K+}ƒB.x+vQ$!"#$(€+~+3;(;&oB(K/+!k.}!S(€
+~+.#+~7L -B&(K/+!k+0+(;!&4(Q5 .#<
5
$Q7a(& ?EFb7FH $Q7a(& +L  &'-
B53Khb(€ 7p(
L (Qs;C(0&-1(y+8•3&'K(‚)/( &4+~K!k!"#$(€+~+(‚
(Q:+n+_(QV !;5CpK(u+01(Q5 +,-./Jx/&V+<+_ ($.xƒ&p(b.x
.i+(s)Q$(‚&kK3](KCp(b.1C3;3R.RK(&4o[h(~+!k!"#$(€+~+
.i++u] &4+~Kở cấp độ cá nhân trên nhiều biến của các tổ chức, điều
khiểu và tạo ra sự khác nhau giữa các tổ chức này. 0+†+&kK‡+9$!"#$(€
+~+.x.i+w0+.S(‚•  &4+~K(Q:+n(L qK$!&'+ &4+~K+0++,-
./(€+~+<$C!;5.#n?E†+&kK‡70+$K.x.i+(s)Q$n(Q5 .#+#M†+&kK‡
(K/+!k &0(QS+01!;M†+&kK‡(K/+!kh(~++01<E'(u †+&kK‡
;C(65Q$Q,(&kK)u&qK$'+#] Ž$<
6 “chiều” Giá trị cá nhân là:
*?2K+RK)Ku.6(.i+(;(y++01
• u &p+5(;+L +9$(€+~+<
• >Š8• 7O" !;7B" qK$(QV (QL +L !&'+<
• y+o[.$86 !;-&4K3K(Q5 +L !&'+<
• 0+&')!•)$ (y(Š(0+<
• }/&.l(" (&p<
• i++,-(Q4($)7B5]7&p<
• }/&.i+(h-K,<
• }/&.i+h)~+3} +$5<
• [85(Q5 +L !&'+<
• R)qK$(QV +9$KC(y+9$+L (C5‹+(€+~+<

• i++L h(;qKB<
• R)qK$(QV +9$!&'+i-(0+<
• \K$'+L !&'+!:&+,-(Q4<
• }/&.l &_-.• T&70+<
6
$Q7a(& ?EFb7FH $Q7a(& +L  &'-
*E2K+R+R(&p(• )u&qK$'…(Qi
• @56&(Q‚+0+)1K(Kj7„&(€+~+<
• @;))/(+L !&'+.i+w0+.SQIQ; <
• L !&'+)s(y+qK$(QV } k &'-<
• \K$'+01(Q5 +L !&'+qK$(QV }.Y 3} <
• %&'++6(Q$ &•$+0+.Y  &'-+# 1C KC&l)7L <
• &(Q5 +L !&'+<
• • (;+L +#(l† • 6+‡• (,(ƒ6&<
*F2[(L
• $)‘47y+(y++5+0&-,.,K.l.6(!S(Qy,(3:-<
• &+L !&'+C4K+RKn &$.s4(L +B)!;Co&<
• & T&($(,(ƒ6&n(s.#3;3…&+9$V<
• \KCp(.S+01qK$(QV }+9$#)<
• i-(0+(Q4-6!&Q/ .i+7KCp7y+}-6)!&„<
• ’4K(y++L !&'+<
• %i!;+Y 4(u ,(]7&p<
*P25 )Ku.i+3;)!&'+
• ~+./qK$(Q5 +9$(T& &$+5o&56(+015‹++5+K/+
ou  &$.s<
• L !&'+qK$(QV } &B&(Qy<
• ~+./+" (“ !;o(Qaoo(Q5 +L !&'+<
• >”o; 3;)!&'+pK7L .i+(QB3T <
• ~+./qK$(1).p.&kK7&'3;)!&'+<
*G2>[($#$

• 1!&4oiƒ,(.Y ]7&p!:&+,-(Q4<
• L ([;5!k+L !&'+$C(€+~+<
7
$Q7a(& ?EFb7FH $Q7a(& +L  &'-
• B)(,C+“ $&.0 (&<
• 9 5B qKCk3[+(Q5 (€+~+<
• =[.SQT&(€+~+o:)<
*M29 Ž$+KC4+p
• $)‘7L ;&3t 7&+t+0&)Ku([3h-<
• L )Ku T&70+ &!,!kqKCk3[++9$)s<
• ;./ •  T&(Q•}80)+v(Qy+ &05!&4+9$V3;o$&(Q0&<
• '(u -1+,-7L &'KqKB<
0+†+&kK‡(Q4.6&8&'+5o[7p(i- &•$• .&l)70+ƒ&'(+9$(‚ +0
1!:&+K/+ou &'(6&!;qK07~+X !:&7& &')3;)!&'++9$Vn.‹+ƒ&'(
.u&!:&(1)‰B +9$ &058•+!;(2)bB +9$(S(QT 3$5./ <
(5)bo[($#$-B0RKp((0&./(Q:++,-(Q4!;(€+~+n!;+5(,C
)~+./+9$o[-Xi-*5‹+7L -Xi- &•$70(!V +01!;!S(Qy&'(6&
+9$+01.#(Q5 +L !&'+<~+./;C(T Q,(+$5+0++01+t(Q•n
(Qs./ &058•+7L +$5!;+0++017L ƒSqKB3]<
6 “chiều” nhận thức cá nhân trên thực tế là:
*2y+KC4 &'-
• u r (Q(; T&(&4-5 <
• V& T&.kK…3[+p(o~+<
• p(qKBqK$(QV }qK0(Qs<
• V&(;!&4.kK&lK.i+)•+(&4K!;(R)qK$(QV +9$+L !&'+<
• ,-8:&([([+&'+L !&'++9$)s<
• >KC Ž!kƒ$")(:&$C}•$<
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Chủ nghĩa
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Khía cạnh Mô tả
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(L .6&+_ |o[+K+KCl+9$+5 T&|oŠ8•  L •(Q4(5;+RK|
+0++K/+L1(‚&kKk!"#$|wK: "Ku !;)K$or)+9$+0+81
19
$Q7a(& ?EFb7FH $Q7a(& +L  &'-
(/+|!;}p(3;k &058•+ ;C+; -0((Q&ln+5 T&.$ 8R+#wK:
(K8KC)n.lV+• .&kK):&!;3u&ou ):&<
&p- ƒ&p !" #$ (Q5  !" #$ (&4K 8X (5;+RK 3&4 qK$ .p †3;)
(p;5 +01 (&p- (K 7&p (~+n7O" !; ; (&4K 8X  (5; +RK‡< ,K
(Q_+ƒ$5 Y)ƒBC7y$+6o$K
(1) &p-w_+!;oŠ8•  L •(&p <
(2) &p-w_+!:&-} (&'(QKCk(L (5;+RK!;:+ 5;&<
(3) &p-w_+!:&+0+56(./ )$Q7a(& +9$+0+(h-.5;.$qKu+ &$<

(4) } (0+wx/&<
(5) 9 Ž$(p &:&<
(6) >[t$h-!;)5 )Ku($) &$!"#$<
(7) >[h.S+01.u&!:&!"#$(&4K8X (5;+RK<
0+7y$+6(Q4+R.i+wa)wz()/(+0+(€ .l(65.i+)/(.6&8&'
QIQ; +5!&'+w1C8[ 7KL)jK(&p-ƒ&p!"#$(Q5 !"#$(&4K8X (5;
+RK<
PHẦN II. PHÂN TÍCH CÁC YẾU TỐ TRONG VĂN HÓA CẤP CÁ NHÂN ẢNH
HƯỞNG ĐẾN HÀNH VI KHÁCH HÀNG.
1. Xét theo giá trị
&0(QS+013;• -0qKCp(+}ƒB!k+0+86 +•(l+9$;!&5‹+
(s(Q6 +Ku&+X 3;.i+$(y+$C7L .i+$(y+.u&!:&+01.#<&0
(QS3;7p(qKB+9$!&'+)/(+01(&p-(K!"#$(‚7&+t„+5.p3:qK$ &$
.sn(RC+Lnƒ6ƒ§nwx/&n• k!"#$70+<&0(QS!"#$.S: )V&
oKC Žn&k)(&!;;./ +9$)/(+01<a5+0+ &4+~K R.1C+5
(,C &0(QS!"#$+9$)/( T&qKCp(.S;!&+9$ T&.#<
&0(QS+~$.[ +0+CpK(u-0qKCp((Q5 .#ƒ$5 Y)+0+]7&p+9$)/(+0
1!k+0& s3;._ 5‹+o$&n(u(5‹+w,Kn.i+$(y+$C7L .i+$(y+<
•  &0(QS3KL+~$.[ o[qKC7p(!k/&8K !;+T ./<
20
$Q7a(& ?EFb7FH $Q7a(& +L  &'-
%y8•/( T&ou (s+B)n.u&!:& T&.#n(s+B) &$.s3;(&4
3&4 ,((sVomƒS(0+./ )6ƒ&• +} (QsnqKB +05+#3&4qK$
.p+K/+ou  &$.s<=5.#V+B)(,CqKB +05n+} (Qs.#3;$Cn3;(u(<
pK(a5<33-5Q(!;+0++/ o[+9$L *%aQ5n@&8£aC2(s &0(QS+&$(;M
356&
 Lý thuyết:‹(o[+5&(QV +$5!;5!&'+70)-0Q$o[(h((L qK$(&p-+h
i-3]!;-4-0<
 Kinh tế:_(QV .po[•Ky+!;(y7&(p<
 Thẩm mỹ:.‹( &0(QS+$5,(!;5s80 !;o[;&t$<

 Xã hội:‹( &0(QS+$5,(!;5(sC4K+9$+5 T&<
 Chính trị: h-(QK +_]!;5!&'+(1K(#)n+9 +#qKCk3[+!;o[B
 <
 Tín ngưỡng:\K$(1)(:&o[(u ,(+9$7& &')!;o[(u ,(
+9$!`(Q•)/((€ (l<
/(!y8•!k-1356& &0(QS+01(a533-5Q(<
t57a$+*?NHF2-1+&$ &0(QS(;E356&&0(QS(:&6!; &0(QS
-} (&'<
Giá trị tới hạn là những mục tiêu mà một cá nhân muốn đạt tới trong
cuộc đời mình.
&0(QS(:&6 Y)+#
 K/+ou (5B&)0&*(S!i n &;K+#2<
 K/+ou (_!S*(y++[+no&./ 2<
 B) &0+n] Ž$+9$• (;([K*• .#  :-ƒk!• n(QT
(Y2<
 t$ƒs<
 /((p &T&(}&.‘-*!•.‘-+9$([&4!; '(Kh(2<
 L ƒ• <
 (5;<
 [85<
 6-_+<
21
$Q7a(& ?EFb7FH $Q7a(& +L  &'-
 ;&t$/&(1)*($(B2<
 sC4K(Q (;*o[(1)h(n R `&!k(&(R!;(lw0+2<
 &qKu+ &$<
 _!S*o[(  56n+K/+ou ($xn($ƒs2<
 >[ƒ,(8&'(<
 [(QV <
 >[(L(QV +9$wx/&*(l8&'2<

 sƒ6.y+([+<
 >[KC4(1)*o[&lKƒ&p(+y+r!k+K/+ou 2<
Giá trị phương tiện là những cách thức, hành động được yêu thích hay
những phương tiện để đạt tới giá trị tới hạn<
0+ &0(QS-} (&'ƒ$5 Y)
 0(!V <
 &)<
 #" 3[+<
 %K&!•n")<
 V ; no6+om<
 =` +B)*ƒB5!'+0+&k)(&2<
 $(~<
 •Ky+*3;)!&'+!s3i&y++9$•  T&70+2<
 QK ([+*(“ (rn+1(h(n(h((;2<
 Qy( (i *(05ƒ65no0 (652<
 /+3h-*([(&n([.0-~ 2<
 L )&<
 @5 &+*,(qK0ni-3]2<
 ’4K(} *‘; n(QsK)p2<
 K1(9*+# Ž!•n.0 (L(QV 2<
 @S+(&'-*+wŠ._ .rn3S+o[nx‹2<
 #(Q0+&')*.0 (&+hC2<
 [7&l)o50(*(y7¨3Kh(+$52<
…& T&70+$Kom+#+0+or-wp-'(u  &0(QS+9$V70+$K4+#
• h.S!;qKCp(.S5;(5;70+$K8X(Q5 +X )/((QT i-n
5;+B<
22
$Q7a(& ?EFb7FH $Q7a(& +L  &'-
0+ &0(QS(Q4-1(y+(a5 &0(QS!"#$+9$+01n(KC&4+01
3KLƒSB ƒ&•  &0(QS!"#$+9$)/(!;&#)n+9$qKu+ &$<&u

 T&%&'($)+#•  &0(QS.‹+(Q +9$ T&+1Kž
 5&(QV +5 T&(QV (s}(QV 3]n(QV  Ž$7&(;&<
 5&(QV )u&qK$'<
 l8&'<
 fC(y<
 >[i-(0+<
 &$.s<
 >[;&t$<
 5&(QV .RK(!;-0((Q&l8;&6<
 5&(QV +yqKCk<
Hệ thống giá trị cá nhân phân tích theo Hofstede
a. K+RK(;([K+01
@;• K+RK+9$+5 T&)Ku.6(.i+)~+3} +$5no[(" (&pn
+L !&'++#(y(Š(0+n+L !&'+-Xi-n.i++L h• 7p(qKB)$
36&<
[+(Q6 %&'($) T&%&'($)+#K+RK(;([K+01+$5n(KC&4
+#o[70+ƒ&'( &•$)…& T&<# T&3KL)Ku(" (&pn34+$5}•$n
 +#•  T&)5 )Ku• +L !&'+€.Sn!‚$-B&n7L +R
(;([KqK0+$5<
Ví dụ:/( T&1!&47&85$om+#K+RK(;([K+$5})/(
1!&47p(50<KC&4E T&.kK)5 )Ku.i+(" (&p<
b. K+RK!ko[…(Qi*o[+R(&p(+9$+0+)u&qK$'2
a55{o(a8a*EDDP2(Q5 k!"#$+01(s)u&qK$' &•$+0++0
13;3„ 3•5n+t+9 Ž$(h-(l(s(65Q$o[ r7p()6)m(Q5 #)<9
 Ž$+01*(y./+3h-2$(y+o[([85nqKCk([+9n;./ ./+3h-n
: .p(;(y++01<9 Ž$(h-(l*(y-•(K/+23;!&'++0+(;
23
$Q7a(& ?EFb7FH $Q7a(& +L  &'-
!&4+B)(,C)s3;)/((;-R+9$#)no”o; K(&4+5+0+)•+(&4K
+K }3;)•+(&4K+01<

Ví dụ:01+#(y./+3h-om(y+3;)!&'+)/()s}3;3;)!&'+#)n
7&3;)!&'+)/()som+#&'KqKB}<&.$Q$)/(qKCp(.S5‹+([+&'
)/(;!&(T 85/&(6&ƒB(1qKCp(.S);7L -B&($)7B5]7&p
+9$ T&70+* &$.snƒ6ƒ§g2<%; i+36&+5•  T&+#(y-•(K/+n
V(y+.i+3;)!&'++X $Kn)K$or)+X $Kn+X ($)7B5&kK]7&p
(Q:+7&.$Q$qKCp(.S<
‹+(Q +K +9$+0++01%&'($) T&%&'($)(y+3;)!&'+
#)n+#wK: -•(K/+!;5 T&70+&kK}<KC&47p(qKB+9$!&'+
3;)!&'+#)+9$ T&%&'($)7L +$585)…&+01+#(y./+3h-+$5<
@KL &•]7&p+9$ƒB(1n7L +,-ho[($C.€&n (T &)3‹ !;
+,-;n-•(K/+!;5oKC Ž+9$ T&70+<
 T&%&'($)+SKo[(0+./ 3:(‚•  T&ƒ4 5;&<
c. $)(y
Nam tính Nữ tính
&0(QS(u (QS3;(&kƒ6+n!h(+,(!;
o[(;+L <
&4K+K^.l3[$+V+L !&'+
(Kh-+$5n8$!V n(0+(~+!;
(" (&p<
‚ +01.i+7KCp7y+
Q$qKCp(.S./+3h-!;o[(;.6(
.i+.0 &0(Q4+}o+9$+B&!;o[
71)-•++9$)V& T&<
ž-  3[+  +L  !&'+  +$5n  7&l)  o50(
+‹(+m<
&0(QS(u (QS3;+")o#++5 T&
70+!;1 +$5+,(3i +K/+ou <
&4K+K^.l+V+L !&'+#(y
i-(0+nƒRK7L 7y(1(&'}&3;)
!&'+n$(5;<

01.i+7KCp7y+Q$qKCp(
.S(Q4+}o#)no[(;.6(.i+
.0 &0(Q4+}o)u&qK$'!:& T&
70+!;)L&(QT ou +K qK$<
ž-3[++L !&'+(,-n7L +R7&l)
o50(+‹(+m);+#o[([ KC'+9$+0
1<
 T&%&'($)+#wK: •(y+$5nqK$(1)n+")o#+ T&70+n+_
(QV )u&qK$'!:& T&70+n+0+)u&qK$'(1)h(n+‹(+m<
24
$Q7a(& ?EFb7FH $Q7a(& +L  &'-
Ví dụ:%i!;+Y 4(u ,(]7&pnt$i-(Q:+!&'+qKCp(.S)/(
+KC' s.#<
d. 5 )Ku.i+3;)!&'+
@;• CpK(u(0+./ .pK+RK.i+3;)!&'++9$+01+01+#
+,-h3;)!&'+7L 3} n)~+./(T& &$+&$o•+5+L !&'+!; &$.s<
~+./+,-h0-3[++L !&'+g
 T&%&'($)+&$(;&kK+,-./70+$K#•  T&Q,(($)
+L (&p+!&'+n3KL)Ku3;)!&'+no[ &'-3;.&kKqK$(QV ,((Q5 +K/+ou
+9$V<#•  T&+v3;)!&'+.l.B)ƒB5K+RK+K/+ou n+t+#•
 T&7L )Ku3;)!&'+n7L +SK€&0-3[++L !&'+<
e. ~+./+,-hQ9&Q5
S: 8;&6B 34o[3[$+Vn7p(i-!:&+9 Ž$(h-(l
B 34)~+./+,-hQ9&Q5!;70)-0<h(~+!kQ9&Q5B
34;!&<
…& T&+#)/()~+./+,-hQ9&Q570+$Kn.} &B8Us(,C
,(3;(6&(S(QT +~ 750n+#•  T&+#)~++,-hQ9&Q5+$5om
.RK(!;5• 356&+€-&pK)65&l)5‹+Q$+0+qKCp(.S)65&l)*.50
.vn.50.0C(S(QT g2(Q5 7&+#•  T&)~++,-hQ9&Q5y(}(s
8$)•+.RK(+9$Vom70+}n&kK(Q0&-&pKny(+€-&pK}nQ$qKCp(.S

8[$(a5wK(p.0).L $C(Qa8{5335¢& .l6+p• Q9&Q5Voiom ‹-
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