xây dựng chiến lược và giải pháp quản trị quan hệ khách hàng (crm) cho công ty cổ phần tài chính toàn cầu

Chuyên đề tốt nghiệp GVHD: TH.S Nguyễn Hoài
Long
LỜI MỞ ĐẦU

 !"#$
 %$&'##()
&*+& ,"-#.,
/0$1&23#4 3 5$(
6( !%78(39:
;&<&=.>/?#
$;&@;A 2.9
<B$ CD4E=#,<
.',9:F&@G)&<<
 84(@;H$<(H .<<9
IJ. !&H &' (H"<&4 !
&,<G9
KLMNNO$:;(0FPQF$G?&RS:BQ
P02T&UK,,(V&%<")$"
NWXXYMNNO9P:TZ9RS:P [&&>#:;(0F
QFRS:9RS:P [&(\&>%
 Z%&!,UK 6 29P(3
RS:P [&&;1-$.<< ,(1
]<>">#-.-
J-<&=&9UH '( 3 ,<<
2;(&,F)9
PA,([B<()G3^_
 !"#$%&'"%()
`233#(3&)& 84(
@ <<Q;(9
a3@3<#%.'F( [
a&+&[* ![H<<

aRb9PbPIH:)D`[c7IG+
)"4.39K$@ 37 H
J$[-d2>"3
[$11>\ ,..\ !23&
SV: Thái Đình Hoàng Lớp: Marketing
50A
e
Chuyên đề tốt nghiệp GVHD: TH.S Nguyễn Hoài
Long
%)& :f`Q;(  !"
3&#;( %7"
gK>1F&9
U!."2. ).h^
Z7DF
:e^Tổng quan về công ty cổ phần Tài chính toàn cầu và hoạt động
kinh doanh du lịch của công ty.
:M^Thực trạng chiến lược và giải pháp quan hệ khách hàng của
công ty cổ phần Tài chính toàn cầu.
:i^ Các nhân tố ảnh hưởng đến chiến lược và giải pháp quản trị
quan hệ khách hàng (CRM) của công ty cổ phần Tài chính toàn cầu.
:W^Xây dựng chiến lược và giải pháp quản trị quan hệ khách hàng
(CRM) cho công ty cổ phần Tài chính toàn cầu.
+)&'
SV: Thái Đình Hoàng Lớp: Marketing
50A
M
Chuyên đề tốt nghiệp GVHD: TH.S Nguyễn Hoài
Long
CHƯƠNG I
TỔNG QUAN VỀ CÔNG TY CỔ PHẦN TÀI CHÍNH TOÀN CẦU VÀ

HOẠT ĐỘNG KINH DOANH CỦA CÔNG TY
I.Tổng quan về công ty cổ phần Tài chính toàn cầu:
1. Lịch sử hình thành phát triển công ty:
P3F(#^:;(0FPQF
P3 )?^RS:
I]^jiKEPE$kIH$gK>
I^ljWWminiOnoMXYio
p[.[^qqq9r [&99 
KLMNNO$:;(0FPQF$G?&RS:BQ
P02T&UK,,(V&%<")$"
NWXXYMNNO9P:TZ9K(MOYOYMNNO$RS:P [&BQji
KEPE$<'kIH$gK>9
RS:P [&&>#:;(0FQ
FRS:9K%(F&'$RS:P [&.Di0;
&'$ "&&eM5h9I)($0#RS:P [&&
iON5h9:" ,.&B#;(&%(3)s
Q& 0&!! !9
POYMNee$4)#RS:P [&B A1Zt
5oL(&'RS:P [&c& &%(Q9
2. Sứ mệnh, tầm nhìn và mục tiêu:
Sứ mệnh
-*+:u4(@F)&36$,
6 2,&$&7$Q$&$)"F9
-*+,:u4(@>v4 3(39I$ 
&H 3
SV: Thái Đình Hoàng Lớp: Marketing
50A
i
Chuyên đề tốt nghiệp GVHD: TH.S Nguyễn Hoài
Long

-*+$-#:I.&7$.$<#JC[
36<") &'UK9
Giá trị cốt lõi
_P\3$'D>"w
Tầm nhìn
KLMNee$RS:P [&B8237!&> 
Z%&!,UK 6 2 "4
)$x@0>  29
Mục tiêu đến năm 2015
+4)^e9NNN9NNNUya
K4@^oNN7
UL-^Pa9gh:Q`$KP
UL-!^b[$`z${9
SV: Thái Đình Hoàng Lớp: Marketing
50A
W
Chuyên đề tốt nghiệp GVHD: TH.S Nguyễn Hoài
Long
3. Sơ lược công ty và cơ cấu tổ chức:
SV: Thái Đình Hoàng Lớp: Marketing
50A
o
Chuyên đề tốt nghiệp GVHD: TH.S Nguyễn Hoài
Long
Sơ đồ 1.1 : Mô hình cơ cấu tổ chức công ty
:,0#;(0FQFcRS:[;H4()
L$$"&7?<(09K '(C
.@",<&=9`|-.17$
SV: Thái Đình Hoàng Lớp: Marketing
50A

g>h<
P0"

a-4
@
lD
-m
a-
Q
lD
-m
a-&
lD
-m
a-)
lD
-m
(3
 3
(
2
K4

3

Q

K4
3
)



K4
3
<




K4
3




&
K4
3
&[

+)

3e
+)

3
M
O
Chuyên đề tốt nghiệp GVHD: TH.S Nguyễn Hoài
Long

@4<( .Q(3;19K '($4 30
@<&=@)#D-$D.>'9`;H(C
'&.>'JA \& 1<;
(3;19UH|.>'@|&; 34
3CzL(3;9U@t
1@h,; $h7%4 31
v1> G\D%71(
  H '($4 3!C1Q !; 9P(
3$; B(3;1$.>'LQ<4
)"<%; .>',(@ !!
#;(9I<&,.>'??
233.H;( 2 2 &'&]
' L ; (3;3#H9UH)H
">#.>'L3&} 
)& 23;(9
Bảng 1.2: Trình độ văn hóa và cơ cấu lao động của công ty cổ phần tài
chính toàn cầu GFC
k>'
b"&
>
R!Q
I>0
.H
PH>(3;
K K%
P3
G$I
G
:
~

P
,
k"TK i M e WN i s s
a-&> n i W Mj o M s
a-. o M i MX W e s
a-. O M W iN W M s
a-7 W M M Mj M e e
a-Qs) i e M iN M e s
a-g:•Kb W e i Mj M M s
P0 iM ei eX iN9Wi MM X e
./0'12#$%'"%
34!
."&$E,(0".>4 3;(&iM
SV: Thái Đình Hoàng Lớp: Marketing
50A
n
Chuyên đề tốt nghiệp GVHD: TH.S Nguyễn Hoài
Long
4 3l.h.&B 4 3D.>'m1H>
A,)G9P11ei&>)5GWN9OMo€$&
>%&eX7)5GoX9ino€9:;(1>v&>
". % !&>1H>Ig)Oj9no€$~)Mj9eMo€
,)i9eMo€9I>v.>$4 3;(1>0.H&
iN0-,}$L>$H$*x 
F#; $9
4. Kết quả kinh doanh những năm gần đây:
P;<"&)<#;(LMNee !L
MNeN$,(HH#;(&"9:2^
SV: Thái Đình Hoàng Lớp: Marketing
50A

j
Chuyên đề tốt nghiệp GVHD: TH.S Nguyễn Hoài Long
Bảng 1.3: Kết quả hoạt động kinh doanh công ty cổ phần tài chính toàn cầu
bPP :]3 I Q KLMNeN KLMNee bMNeeYMNeN
•Ys €
e P0lTm
sTA>
P5G
sTA.
P5G
s TA.
P5G
s  T    A      >
l38[$ 2J V
(.($J-*m
P5G
P
P
€
P
€
P
€
P
€
n$NoO
i$jOM
oW9ni
e$WoN
MN9oo

e$NoO
eW9Xn
Ojj
X9no
n$jNo
W$Noe
oe9X
e$nnW
MM9ni
e$MWn
eo9Xj
nii
X9iX
nWX
ejX
s
iMW
s
eXe
s
Wo
s
eeN9OM
eNW9jX
s
eMM9iW
s
eej$NX
s
eNO9oW

s
M P0Q
s:a3 L-
s:aF:bU:
s:a<&=$
s:a
P
P
P
P
P
W$NMi
noj
e$oWj
e$WnO
MWe
W$oij
jeo
e$XoM
e$ooi
Mej
oeo
on
WNW
nn
lMim
eeM9j
eNn9oM
eMO9e
eNo9MM

XN9WO
i P5,Q € on9NM oj9eW s s
W P0&> K7 iN iM M eNO9On
SV: Thái Đình Hoàng Lớp: Marketing 50A
X
Chuyên đề tốt nghiệp GVHD: TH.S Nguyễn Hoài Long
o KL,&>.H<4 P Mio9M MWi9Xe j9ne eNi9n
O P0<z& P jXj9X eNMi9Xj eMo9Nj eei9Xe
n U"
sU""
sU"&>
P
P
P
o$eOW
W$NMX
e$eio
o$jin
W$Mnj
e$ooX
Oni
MWX
WMW
eei9Ni
eNO9ej
ein9iO
j ZKPP P i$Nii i$MOn MiW eNn9nM
X ZKbP P M$MnW9no M$WoN9Mo eno9o eNn9nM
eN P5,&' € iM9MW ie9iX s s
./50"2#$%'"%!

SV: Thái Đình Hoàng Lớp: Marketing 50A
eN
Chuyên đề tốt nghiệp GVHD: TH.S Nguyễn Hoài
Long
P;<."&)<>#;(0F
QFMLMNeN MNee$)<%ML,(0
#eeN9OM€$LMNeeL !LMNeN&
eN9OM€ !&L&nWXh9P1^
sTA>LMNeeYMNeNeNW9jX€LW9jX€
&L&ejXh9
sTA.LMNeeYMNeNeMM9iW€LMM9iW€
&LiMWh9
sTA.eej9NX€Lej$NX€&
LeXeh9
sTA>eNO9oW€LO9oW€ !
&LWoh9
U "#LMNee !LMNeNeei9Ni€
Lei9Ni€ !&L&Onih9P1^
sU""LMNeeYMNeeeNO9ej€LO9ej€ !&
L&MWXh9
sU"&>LMNeeYMNeNein9iO€Lin9iO€&
LWMWh9
U&')$L  "
1&'CL9Z'LMNee !LMNeNeNn9nM€L
n9nM€ !x/L!&Leno9oh9
K '()<>#;(0FQF
 '(&"$L$ "vL$1&'L9
II.Tổng quan về hoạt động kinh doanh du lịch của công ty:
1. Các lĩnh vực hoạt động kinh doanh:
• Z%>

• Z%<")
• k V(.(
• Z $>)
• :38[
SV: Thái Đình Hoàng Lớp: Marketing
50A
ee
Chuyên đề tốt nghiệp GVHD: TH.S Nguyễn Hoài
Long
• IJ-
P1 2Q#;(,(&&%> &%<"
)9U4(&%hQ#;(9
U! 2. V(.(H;(&&=. V,e#
‚ƒPbP„fvU[„&[ H);(?,…&H.(#M
B;(9
K% 2-&H;( !H"Q
h[h9UQ2& $>)$38[H;(
!;(UyƒPfyUƒfP†‡f(J-H;(1 !
,3<"9
2. Đặc điểm dịch vụ và thị trường khách hàng doanh nghiệp kinh
doanh:
II.1. Đặc điểm dịch vụ:
sZ%>^
UK1&=@3 L& 
E$,ˆ  }‰@3$ L ("&
d&479aE  L$& &t>("
? !14>#!9:Q H '($4(&>&)E
;("" !6>$J.&&t>$
x&9
:;(B,"&&>,E ^

gK>cIKŠcg>„c:xZ:t7&
W(i3$ !&(.($1G1&o9jeN9NNNUKT9g(
:kcaa1cPkT"cZbv !7&W(i
3$&;;$1G1&i9ONN9NNNUKT9K$-,
%^gK>cbFbJgK>cP4(K(3ck;`3
P>*
sZ%<")^:;(B>"H&,
ˆ)!("^! @I;K‹ >"
!D4Œ$H&),a'D•I>$P"$
PZ$`(9P7!$;(1)E7
y.J.&7`z9I4(&718!
SV: Thái Đình Hoàng Lớp: Marketing
50A
eM
Chuyên đề tốt nghiệp GVHD: TH.S Nguyễn Hoài
Long
)UK(;$ &3&7&!MP
")UK9
:x !@C#& @
F&#&9:;(B3D> 4,
&#& ,(
 2Q9k31;(v;AD>
7!$ @ )!9b !%6&&
#;(%(F&'$H(;(B1>
"6&& ! !,&
F#&9:2^
•Pk[cK[qŽ[&^t7&X(j3
!&(.(9
•Pacb[&c:; 3ƒ [&^7&o(W3$
v&(.($x>&F

#&9
II.2. Thị trường khách hàng:
a. +&%^
 678-5
- I"&7UK 7!UK1
F&!UK9
s`2QQ()&L<$]$Q$H
L1$&d*gH&#()&[<0
J49P7&7 • (&t&!iNYW$
<")&>eYo &t>&!gx$xg*(3F
,& 2.H$'#74 3
&-)9T1$&()"<G3x6
&#>;(9
I" ! 2&E$&>7G
1.H9UQ#F& 1M7)
Q9+&>7d2 '(.;
;$\$(.(* GQL%1LJ0))
&9UH '(&> ˆ&7&!#;(9:;(F
SV: Thái Đình Hoàng Lớp: Marketing
50A
ei
Chuyên đề tốt nghiệp GVHD: TH.S Nguyễn Hoài
Long
1Q84(@HxE&&!
&>L(9
s+#&4$01FJ V(
.($\$38[;;$J-*
s:&%d !v&
")&#9
 6795

sI"&7!1F)UK9:#()&
)A!4Œ$P"$PZ$g"$K'.*
sI"&7UK1F&!9:#
()&&!P"$PZ$b[$gh+$!
4Œ*
.9+; 2^
 6 :;5
T&(;]F<$ ]
•-H)"$ $79
I1&&=H&H&`y:ƒ$ )?#."A)„^
`[[lJ•m$y[ [l[Dm$ : [l> m$ƒ8.
l&Bm9K%LF4($&`y:ƒ1%.!
CDUK.DUK&>) 4
$F,ˆ9
P(3$H&`y:ƒ ˆ&;&L$
$;(&FH<
7F(L ,ˆ(9kD[Q#;(
&$&H&`y:ƒ&,&F&H
&;79b6`y:ƒ&0# 2-\;
(&&; 2G1h '($&E$0
>$>$84(@H[.&$H
<999:H`y:ƒ#;(&$&%D
(31;0v 2&9I4(v&
>;(&%~ ) ;
;1(9
SV: Thái Đình Hoàng Lớp: Marketing
50A
eW
Chuyên đề tốt nghiệp GVHD: TH.S Nguyễn Hoài
Long

KF&`y:ƒ#(L.LF4(9T@
.&`y:ƒUKCLD"3DDF
&#UK(49Z)UK;
<`y:ƒ$H)>F9UH)$ &
`y:ƒ<C&%&Q;]&‘ @
&-D>)' )s8B>
&‘ @;<@>G$J.&%@Q<")9
:Q H '($RS:v,EG FD7
(9P(3$7#;(;]1 '(9K1-.
h> <")9
 <"=>"-85
:F78,6&>G73
2#;(&9:;(C& '(v|L$
]&=,78,6&>!F)9
gH;(1(;(8,6&>
gK> ;(78(3d7!;(,(9g
H;(0FPQFvB1h !
8,6&> ( G&&(-L
%9
SV: Thái Đình Hoàng Lớp: Marketing
50A
eo
Chuyên đề tốt nghiệp GVHD: TH.S Nguyễn Hoài
Long
CHƯƠNG II
THỰC TRẠNG CHIẾN LƯỢC VÀ GIẢI PHÁP QUAN HỆ KHÁCH
HÀNG CỦA CÔNG TY CỔ PHẦN TÀI CHÍNH TOÀN CẦU
I. Thực trạng hoạt động marketing của công ty cổ phần Tài chính toàn
cầu:
1. Khách hàng mục tiêu của công ty:

g(;(!!"&7UK 
7!UK1F&!UK9I4(
v&"&hv&,
;(9
:11#;(& H)%4$;(&
#;(Hv1'D&39K
• !,&$ !& 2,&$
&7 H)#;(&;&$]$L" !
% 2" ,1 !".\9
TxD4!H.1d2 2#;(>
 ! 1iF"8,&i1&gK>
.?$IKŠl1&P9U).Zm$P9
g:`9
`JxF&`y:ƒ#(L.LF
4( "&(#;(v(L9K !
&"(F QFv5
G"(&)&! H)"(
]8[&L;9
&?@AB@C,D#7?E
F,#-"A-8A*.@)
2.Mục tiêu marketing của công ty:
• `23  2^
 :,& 2 !Q9
 K3$ 2!Q !
F(9
 `D3e">F9
SV: Thái Đình Hoàng Lớp: Marketing
50A
eO
Chuyên đề tốt nghiệp GVHD: TH.S Nguyễn Hoài

Long
• `23.^
 `230MNeM&eN5h9
 I2[A/9
 a2>23;(/9
• `23^
 PL7HRS: [&379
3.Các giải pháp marketing - mix của công ty cổ phần Tài chính toàn cầu:
3.1. Sản phẩm:
+% 2#;(HGC,(…
@.9:;(&;,% 2,&,1
%&#9PA '($$
!>2 2#4 3;((!ˆ 3&*
;(C,%@&@G",9
`J.6;(,[!,
 !%1E,H;(v1
@&@GG &@G '((
9UQ2^]]M( H
i$W(LeNNHYe,LQ( HMNNHYe,L~
*`G(3F#4 3-&
0 "?e"49
U! 17&4L>&$;
(B1,"&  '(v$ H)
#;(&;1@&@GG9UH)$1
G&8[ '((&H.(x(Q$vG|h[
DQ9g( !$HC1>D
%F !&,1 2L]",9
:;(B1e",(3Q^
gK>cIKŠcg>„c:xZ:t7&
W(i3$ !&(.($1G1&o9jeN9NNNUKT9

g( !<")9Pacb[&c:; 3ƒ [&7
&o(W3$&(.(9
3.2. Giá:
SV: Thái Đình Hoàng Lớp: Marketing
50A
en
Chuyên đề tốt nghiệp GVHD: TH.S Nguyễn Hoài
Long
R 2#;(<().D."@3%
>G !D-#;(9R84(@@3L 
Q84(@D ',$,& 2$ 7&$
!"#*
R 2#;(2 !,&"
9R-<() (3F#%9
UQ2G&H '()$],(
$ Q)$*G(3F#4 3
 !L",#;( ,3C
(0[%(3F39
b !#"#He&#;(&
D39KD4(& '(vL]#
;((1,& 2
.?.>#;(vJ9
*'CGH"I?D34&J5
:H^gK>sg)sIKŠsg>„skKsgK>lo(YW
3msD.;;9

k‹†Ry‹Pf’KR“y^W9jNN9NNNUKTY+g‹:g
l‹2ioD&3m

Báo giá bao gồm:

2KJ##L-M@+--?N@-O@J"PQ)
261A@B,>R1""SP-PBFTUV0BW
@B7F0R!
2XY7J"PQBX1A1A
2&G/J0L,Z#LP
2J"[/@\.
2*]^A-O@N@AL_A8B`N&_aB6
_!2_.b9$8cB."+.dLZPB\.!)
2\"O@J",>)
2L+e,QB@J"PQBA-O@@
)
2fS5&g@dBNAB+9
SV: Thái Đình Hoàng Lớp: Marketing
50A
ej
Chuyên đề tốt nghiệp GVHD: TH.S Nguyễn Hoài
Long

Báo giá không bao gồm:
2,B-/9+IBYB*c&)))

RE^
2hC0-P"M@9FH@QH0
"19Q)
2&WJ@[HU$F,'TH=M+B&WJ@[TijHH$@kTl
M+)
2TUM+m-n@THWJ@[Tk$F9BWJ@-n@G
PQ[J@aTUF,'o=)
p3,?O-$"M-O@q-@#%Y"
+!

bxegK>sg)sIKŠsg>„skKsgK>lo
(YW3sD.;;m%;(0FPQF !
;(T 2T&KL:4&%;(>4E
;(&FgK>H,(@3& 
%M;(9:;(0FPQF3()3q[.#
H&W9jNN9NNN -,(#;(T 2T&KL:4&
W9NNN9NNN 9
`Jx~"#v1
&-RS:P [&&9kD H !"#H#RS:P [&
L?$;;(&7!$]
o;&i9
3.3. Kênh phân phối:
+34"&=C&@&v
.!Q(&,(1&&);(9
Id2 2#;(H]1M,(&!
@);((G4 3&[#;(!(3F
=h9K1J<q[.[#;(
rJ)"@)J]Hd&!;(&1
Fd2( 1;(Cd4 3&[! !
SV: Thái Đình Hoàng Lớp: Marketing
50A
eX
Chuyên đề tốt nghiệp GVHD: TH.S Nguyễn Hoài
Long
9U!Q,(0&# 21 H)
vC(0[ H)3()3q[.[]Q,
" F&9
+3@)#;(^
:;("xH4"3q[.[H;(
'';v73q[.[ 1C

(3v@GQ#9
:;(-1H%&"4"9I1&
;(&1"xeQ<HG1>&
e9P,3)1(3F!"7
#eH;(!‘!  !;(( H 
79UH1;("}&Q#H49
UH34"#;( ˆd2 33
&&=v9
3.4. Truyền thông:
`>; ,F)|6173x.)
)1&(;619U61<(
;2>, .8E)|;(d29
• Gửi e-mail:
+;(1e@!(1%6!H;(d
&!#H9
SV: Thái Đình Hoàng Lớp: Marketing
50A
a-&
K4 3&[
+
MN
Chuyên đề tốt nghiệp GVHD: TH.S Nguyễn Hoài
Long
• Báo chí:
P; 6$>t8<6#;(B
$ ).3. Q&9:@&3
<)6$;(Bd7!. @t
.@ ).9
• Xúc tiến bán:
:;(1,()BAoseN€&t

(4('#;(9KH()B#
";(''?… Q2
71eIKŠC-eN€~*
• Tổ chức sự kiện:
:;(C0@A'#;((@
Q&9K%@(C
.Q$v(H<.;(9
II. Chiến lược CRM tại công ty cổ phần Tài chính toàn cầu:
1. Quan điểm của công ty về CRM:
`2QL.#:f`$v">#.,/
$1&L&'9:f`E, 2
"."#9:f`;]
 2$>:f`"-1LQ$@
&LQ$ &%# 6 2#
9g<#:f`v&L~4 3 7
1 L7L,&>9:f`vE1
)<377$D3; !
 .1;@) 76Y 2<=
)h#9g>:f`"vE%
$ , E
!A L>&-#$8> 
>&@4 39KH$<H, 2 >
#C1<9
IJ.7H :f`#;(& &,F
)9P7&1&3A($F#74L
•[1&;(&G&3(9:;(
SV: Thái Đình Hoàng Lớp: Marketing
50A
Me
Chuyên đề tốt nghiệp GVHD: TH.S Nguyễn Hoài

Long
1%QEJ. H)&;1,
@&@GF&#H9U!Q,# 2
&H@)8E# !;(11&,&!9+
;])8Ed2 2 !(d2 2H
 ˆC78(3)8E !;(9UH);(3Fz
&• ,<  ,(1L,&!E
"#7(9
P[<#;($:f`&L&@#;()' 
@0. !;<84(@ @<(
H.9P3<($:f`&><(H.
"<&=,&yb†XNNN9U":f`
;(C' >".>'<&=)8E !^
.$999
2. Cơ sở xây dựng chiến lược CRM tại công ty:
:D 84(@)&:f`;(0FPQ
F.h^)&0$)& 4
Q&UK9:)&0&
84(@)&:f`$)&")&:f`
[! ;<4QCE
84(@>)&:f`&= <" !;(0FP
QF9
2.1. Chiến lược kinh doanh tổng thể
:)&0#1 -
!,G>#$1.h 8
&#v&<@)>%
.>'L<&[$Q$
4@$8,9:)& A&><(H A&>'
!$1" #>&)&L
E>%23"9

:)&#;(0FPQFF
.D>h<;(9g>h<;(hi7A1
&4L&‘ @& &‘ @Q9gG&
%7;( 1?.?%>7?
( GCF;()&09:)
SV: Thái Đình Hoàng Lớp: Marketing
50A
MM
Chuyên đề tốt nghiệp GVHD: TH.S Nguyễn Hoài
Long
&01C!-.#;( ,
3%><<v2> )
&(9
K%;("@. %
F8…FH H.(…>)&.
L @&@G9:)&
C!)&11
")&:f`9K784(@)&:f`1)&
&>84(@)&:f`9
I" !;(0FPQF$ !>
&‘ @Q e% 3>h<v
& e4&!`[ekH GF)&
0#;(@ Q&t9:;(v&,(
1&L !;(9
U! '(G>#;(D3t
$><<v;&9:;(1%
QQE <9:;(1
QdJG%|&
(3F$!7;(JQ '(vQL
]H1#(h E& !&B,dD4

9:1%F(> "H;(Š&B,
4e€9U!#&QHQ( A1&
;( vD&9
2.2. Chiến lược khách hàng
:)&.h $L
87Q," !9
:)&1 -")&<<
9:)&<<84(@3D8,
AF$"#$A1)&'H[
)&<29:)&.h 
$L 8723x
 !>#;(9:)&C.);
(1.37$7x$JQ#
719K 2#)&<<&)&'$
SV: Thái Đình Hoàng Lớp: Marketing
50A
Mi
Chuyên đề tốt nghiệp GVHD: TH.S Nguyễn Hoài
Long
(H"&3 !B]D)&
\BF !"#><,9
K) 84(@)&& 2#&B"
H 84(@)&& 2#.>
'`[9::f` `[18[8V&>L
< &>").>9
P(3;(0FQPF;1-:f`v
-`[39`G>:f`4 3<
3D-Q9`G &3)(
??#*7(29
P3@)$F)$`[ ˆ]&>

>L@.D-`[$:f`v]&
>>L.>'`[ yP$Jx(
2)'#:f` `[3
;(9b@&3) >'%)& )&
3FD,9P(3$<G
&J@E=J. @&3)-L@
)&(9:)&38[&>
FH!! 9P(3$vF
82 &@G JQ9I4(
Q& -#)&9
U!;(0FPQFH> :f`
"3D-Q2$>">
#:f`&@.D4 3(4 3&[9
k,(&4;(>;1e)&21
]F@3)&0$vF
.D.";(9
U!e;(<<>(3HGC
1)&29U84(@)&4
Q>&%; $1&3<JC)
' &%%&>G$&=$'Q184(
@%&9P<H&@G7$vF
>Q#A17 
J.<4)74(L,9H
(v.h <()&@G"7 &@G
%7&Q,9:)&
SV: Thái Đình Hoàng Lớp: Marketing
50A
MW
Chuyên đề tốt nghiệp GVHD: TH.S Nguyễn Hoài
Long

CE.)&@G7$1.3
7&@G$JQ#719
I" !;(0FPQFHG (.
"9gG?(h$@4Q 8d&=A1
%<() 7;(!!$J#
719PA1GC..$&  !%4 3&[
1!)'7v)'>Q
9
`Jx !> 3.";(?
>)1vtE;(>[>!
",9K ! ;1%.(3;…H;
,1''>F(#9f… !& 1H%
4 3&[7.>@[!#."
;(9PQG!&%7)8EQ !9
I(1v.,' )%!#."
4 3&[;&=Cˆ! ;()&'"<
v;<9
2.3. Phân tích cạnh tranh trong ngành
g>D)>
<<#9:Q H '($ 
4QF@>3E84(
@)&:f`9P;7$7d2;HL&@&
#`[&a[&@#
>,9`;HL&@&#
a[E4Q J$8Hˆ
; &'L9
o&@&#a[^
s bV#7
s b@[G#1()
s bV#7

s I"#6
s :
SV: Thái Đình Hoàng Lớp: Marketing
50A
Mo