Xây dựng chiến lược truyền thông marketing tích hợp đối với sản phẩm dầu gội dược liệu Thái Dương
Bạn đang xem bản rút gọn của tài liệu. Xem và tải ngay bản đầy đủ của tài liệu tại đây (1.24 MB, 122 trang )
TRƯỜNG ĐẠI HỌC KINH TẾ QUỐC DÂN
KHOA MARKETING
CHUYÊN ĐỀ THỰC TẬP
Đề tài:
XÂY DỰNG CHIẾN LƯỢC TRUYỀN THÔNG MARKETING TÍCH HỢP ĐỐI
VỚI SẢN PHẨM DẦU GỘI DƯỢC LIỆU THÁI DƯƠNG CỦA CÔNG TY CỔ
PHẦN DƯỢC PHẨM SAO THÁI DƯƠNG TRONG NĂM 2013
!"#$%&'#
%()
*+,-
)(.!/01234'56,-7'8',9
234:;4#
2013
Mục Lục
<= <=66666666666666666666666666666666666666666666666666666666666666666666666666666666666666666666666666666666666666666666666666666>
!"#$ %
&'"(""#)*+, -."/0&
&1234."5 %&
&&,06). 7289%:
&;<="#7%:
&:"96>?"- %@
&@'".6A"%B
&CD.*= %
;E"F%&G
;&E"?"- H %;G
86"IJ.K-0=6L M IHG;
N--?O>("P.I"5%<M2G;
N--O>("P.I"5%<M2@G;
N--?O>G;
QRG;
SG;
O>G;
Q&RG;
STG;
>?"9G;
Q;RG;
UO>G;
Q:RG;
N--G;
SV: Đỗ Minh Phượng | Lớp: Markeng A K51 &
2013
O>G;
Q@RG;
G;
&G;
;G;
:G;
@G;
G;
&G;
;G;
:G;
@G;
G;
&G;
;G;
:G;
@G;
G;
&G;
;G;
:G;
@G;
G;
&G;
;G;
:G;
SV: Đỗ Minh Phượng | Lớp: Markeng A K51 ;
2013
@G;
G;
&G;
;G;
:G;
@G;
G;
&G;
;G;
:G;
@G;
G;
&G;
;G;
:G;
@G;
G;
&G;
;G;
:G;
@G;
G:
&G:
;G:
:G:
@G:
SV: Đỗ Minh Phượng | Lớp: Markeng A K51 :
2013
G@
&G@
;G@
:G@
@G@
G@
&G@
;G@
:G@
@G@
G@
&G@
;G@
:G@
@G@
<80 VW"" -I8X"YGC
DANH MỤC TÀI LIỆU THAM KHẢO 666666666666666666666666 &??(?$@A@?@=@(B?=@(A(B0
A. PHẦN MỞ ĐẦU
6 C0(DEF=GH
B=IB=JKL=M=NO@PDKGQ"/R=/=LSB.!/J/?(/=BT=
/*GUNV/=W?/G!X/!6'YS.F=FV/FG=L=ZB[)
?J/P=)L=D/L==(/.\]P^_IB_K/.\PF=`/K(/KB=LKT
K)L=L/K.aNO@GQ"6bT=/")?cP=(/.\=/"dGKe
SV: Đỗ Minh Phượng | Lớp: Markeng A K51 @
2013
!HB)"DE==V/*==`/.fgd.h/fhGHBN*NijBPKV?.\/
FRGkPKGL=`/DX//BRZ=i?F/B/R?</L=PDK
/dKilKKmhKn/.\6'BRP=)=d"lKBV0.o/L==JKL=
0FGIB^=LcLD[fTE=]?g?.\/LFKm"lKL=B/=`/.g
?.\/0IB/TGIBL?/6'K(GLP/.\:*FK/R=/=LZKDCi
/(UP=i^jRP?g?.\/:*FK*FRP=)=d"lK=JKL==)
Z.0IB/TGIBPg"I=pR_B?q(FR=)==V/RGFrB=/F.
,D@@?FRsP?ti0(F/*"?(/.!==LGprBRKVHKDE=Gc=U
?F6./fuDUP:*FKDKTGt.!==LNijB*G!/LKuF!HB
D(Ud(0.a=rBC_KP=L)=0</DKGQ"KT=)=EDiP=T/
KN(/N_M=R=0Z/F=E=N^"(/"v6'j0</GHBRP=V/R
=k"I5F(')w.q/G=(?FG\D(U0IB/TN_a"=d(FJLFR
==pF0ZT=PGLD0IB/T0.a=D*B')w.q/PKe=0ujRPL=`/"dG
Ke!)=M==U?FN)D!YVX/d"lK0IB/TGIBN)==pF
=)==V/R?(//(.!=PGe=f*D=)==V/RGFrB=/F!HKDE=
KUPxK/XHBg"INV/=W!d"lK0IB/T?g?.\/6
y=UGLP=)=0(F/*"/RFR=L?tHB=)=M=Gc=U?F
?g?.\/6T?(/X/=)=M==LcLDN)*BrBdGLD0u/(U
GT/?BRHV/KF?N@/i=a"=pFK^rBF=)==V/=<N)=FBGcB<
d"lKKT=)=Ft*BrBdt6 C/d=<c=(*=UF(=)=0(F
/*"*FRGF/0u/HB^M=rBd/=)(PNBR_KUPzGc=U?FD
tGH?trBF?/6 KTP@K?trBFZKG_=_D.a=?BRHV/
KF?N@/i=a"^UV/R=k"I0.a="lK5F(')w.q/K@KGF/
E=j"PKe=0u=V/RGG.F?FKT=_D.a==((UGT/?BRHV/
KF?N@/i=a"DK0(FB/JKNV//Y/J/DP./=)=/d
")"GLE=E1=.F")BR_*BrBdGc=Lc/v"d"lK0IB/T0.a=
D*B')0.q/=U?FDZB0?g?.\/?(/.q/DF6
i^jRP?(/rB)?^E=j"U=V/R@KGrBR_GgDEF=GH
[bZR0E/=_D.a=?BRHV/KF?N@/i=a"G!d"lKdầu gội
dược liệu Thái Dương =pF=V/R=k"I0.a="lK5F(')w.q/?(/JK
>{]GcE=*=BRGHE=j"/*"=pFK^6
& <=B/=MB
| cB?}H(UGT/N0(F=pF=V/R~D•E=N0(FP".q/
M=N0(FP=q=tBk=M=Pd"lK=pDE=Pz€
SV: Đỗ Minh Phượng | Lớp: Markeng A K51 C
2013
| '^K cB H d"lK 0IB /T 0.a= D*B ') w.q/ =_ D.a=
KF?N@/G.a==V/R)"0</?(/X/JKYFrBF6
| $v?FX/GcKKUGcKR_B?(/=_D.a=KF?N@/KSG
!d"lK0IB/T0.a=D*B')w.q/PGe=f*D=X
| HSBt=_D.a=?BRHV/KF?N@/i=a"=(d"lK0IB/T
0.a=D*B')w.q/?(/JK>{6
{6 *K<=pF*=/=MBGH
'tR?}G.a=X/Ke=•U=_?(/=_D.a=?BRHV/KF?N@/
i=a"=(d"lK0IB/T0.a=D*B')w.q/=pF=V/R=k"I5F(')
w.q/GcYGLGHSBtKT=.q/?^?BRHV/KF?N@/i=a"?(/\
/F!P=<cD?(/JK>{6
6 .a/P".q/")"P"UK/=MB
F6 .a//=MB=_D.a=?BRHV/KF?N@/i=a"=(0IB
/T0.a=D*B')w.q/
f6 UK/=MB c=LGIRGpV/=qh=(*=SZR0E/
=_D.a=?BRHV/^=IBj"X/V/f?(/f/(0(F
/*"PfF(/‚K
.a/f?(/0(F/*"
ƒ/B‚ZDE==)=fT"j?(/=„F/.fT"jN0(FPfT"j
f)/P=JKL=N)=/Pz
ƒ)=K<=BP=_D.a=N0(FY/\N^PD*Bf)(=)(N0(FPz
.a/f/(
ƒ%)=/
ƒp=U?FP=B/=t"P"Z"Pz
ƒ)=D*Bf)(=)(PD*B/NPz=pF=)=k=M==LBRi
=6 )=V/=IBj"
'V/M=t"
| 'V/Hg?.\/PKV?.\/N0(F/0.a="lK0IB/T
GIB6
| 'V/HGp=U?F?g?.\/0IB/TGIB6
| 'V/H=V/R=k"I0.a="lK5F(')w.q/d"lK0IB/T
0.a=D*B')w.q/6
'V/q=t"
| M=GTf_G_P_"Sv=PcBf_PD•/Pz=pFN)=/!=)=(U
GT/?BRHV/=pF0IB/T0.a=D*B')w.q/6
| )=/B‚V/=iKYGLN)=/_"Sv=!=)=(UGT/
?BRHV/=pF0IB/T0.a=D*B')w.q/6
| M=GTjf_=pFN)=/HV/G*"?BRHV/=pF0IB/T0.a=
D*B')w.q/6
| %_/gPGHSBt=pFN)=/6
SV: Đỗ Minh Phượng | Lớp: Markeng A K51 B
2013
06 .q/")"=
ƒwXD*BM=t"Bj"V/rBF=)=".q/*V/GU=v/.
@?@P)=f)(P…@f@=pFGp=U?FPzrBF=)=D*Bf)(=)(H^
^(UGT/N0(F=pF=V/R5F(')w.q/KTt"lKN)==pF
/0.a=6
ƒwXD*Bq=t"„0</".q/")"rBF)PGHB?Ff†/fd/O
"O/tPFBGL"Zi=PS„DCD*BBj"G.a=f†/".q/")"S„DC0X
D*B5556
6 tB?v=GH
Đề tài gồm 3 chương:
| Chương I: !*B=B/H=V/R=k"I0.a="lK5F(')
w.q/KV?.\/N0(F=pF0IB/T0.a=D*B')w.q/6
| Chương II: 'E=?U/(UGT/?BRHV/KF?N@/i=a"=(d
"lK0IB/T0.a=D*B')w.q/U=V/R=k"I0.a="lK5F(')w.q/6
| Chương III: T GH SBt /v" SZR 0E/ =_ D.a= ?BRH V/
KF?N@/i=a"=(0IB/T0.a=D*B')w.q/=pF=V/R=k"I5F(')
w.q/?(/JK>{6
B. PHẦN NỘI DUNG
CHƯƠNG I: GIỚI THIỆU CHUNG VỀ CÔNG TY CỔ PHẦN DƯỢC
PHẨM SAO THÁI DƯƠNG VÀ MÔI TRƯỜNG KINH DOANH CỦA DẦU
GỘI DƯỢC LIỆU SAO THÁI DƯƠNG
!"#$%&'($)
'@(/B‚D*B/N=pFk=M=yB@((?@?F(FD~y€P
/=V//*"0.a=*FR=W=_KN(d/P‡ˆw6w(FB(
/@(.!=i=pF<=rBdDC0.a=D*BfTR_?(/JK>>GUN(d/>P{
W,5w6BRKV/0.a=*FR=•?tO./=GTJ/?.h/DBV0BR
?^hKM=‰|Šˆ‹JK=(tRHKJ/")?c=pF/?(/.q/DF6
*UP/=V//*"0.a=:*FK1")?chKM=?B/f^|
t"=.FE)/=_G.a=B=K!PE=_=W=Lq>ˆ0(F/*"Gp
B=BldSBtB=6'K(GLPB=dSBt?(/.!==pR_BDD(U
V/0</PNV/=L/)?g=F(PK!=WG)"M/G.a=ˆB=IBB<B=
TGgFP/BRD*B=pR_B"dj"NlBY'?B/B=PŒTPzN_=(=)=
SV: Đỗ Minh Phượng | Lớp: Markeng A K51
2013
0(F/*"0.a=?(/.!="dGKe!X/NLNJH•/)6'?^GT
=V//*t"?(/N/B‚ZDE==L?^GT=•U=_G=d?h*==d
*rBRKVdSBt=V//*"0.a=?(/=d.!=6
'@(D*Bf)(=)(HBJKrBF=pF/0.a=P?(/JK?hDUGZRP
k/==(B=K@NGHB?gf*DBVJ/.a/.o/‰ˆk/==(R
_=pF/.\0Z6'iG_=BJK>>PKM=B<0.a="lK?B/f^=pF
/.\0Z?q(N(d/>Š,5w‹/.\‹JK~yd/6€6
w.a="lKDKTD(Ud"lKGe=f*_R_BP"<=<=(B=IB
/J/YFPGHB?gf*j=pF=(/.\6'?g?.\/0.a="lKP=)=D(UB=
FRE="lK=M=J/?tGF0U/H=p/D(U=`/./B‚/=SBtMPjK
=iPKTD(Uf*DC=LcG.a==XF?gf†/HBD(UB==L=u/=M=J/=pF
=)=/0.a=N)=FB6i^jRP=)=/dSBt"Z"0.a="lK
*FRPGe=f*D=)=D(UB=NV/NGq~4'€GCM=G.a=*==I"d
Gggd"lK=pFK^?(/ZK?i/.\B0u/V/rBF(UGT/?BRH
V/i=a"Pf=U=)=R_BH=tD.a/P/)=dFR"Z"6
Biểu đồ 1.1: Chi tiêu thuốc bình quân đầu người giai đoạn 2001-2011
(*)+&' &,$&'%&'($-./012324
2 567&8&,$9$
SV: Đỗ Minh Phượng | Lớp: Markeng A K51 Z
2013
5D.a/0(F/*":*FK.!=iG_\GcKJK>DN(d/
>0(F/*"./rBRKV=•OP=pR_BdSBt"kV/"Z"P
0(F/*".!=/(GJ/NiN0(FU:*FKDG_/I0(F
/*"(JK>>6
Biểu đồ 1.2: Thị phần doanh nghiệp dược Việt Nam
(*)-./012324
kfj?(/=)==V/R0.a=?(/.!=P0.a=jBF/D=V/RGIB
/6/(?F=)==V/R0.a=N)=.K@S"F?KP'?F"F=(Pw(K@=(Pw.a=
„B (/4.q/GG‚/GHB!g"I=_KY{|ˆg?.\/TGgF6
Lc=F/dSBtB=>"ZNv==iDV/0.a='Z
0.a=
SV: Đỗ Minh Phượng | Lớp: Markeng A K51 G
2013
• ZNv=dSBtV/0.a=g?.\/B=V/0.a==_KW?/
O?(/k//)?g=pF/0.a=PN(d/Pˆ|Pˆ/)?gdSBt(/6
/JKP=LN(d/{ˆf*Z?(/=d.!=G.a=N)KGHB?gf†/-=
=k?BRHPGe=f*hu/ZBPu/SF6'BRPU=_=pF/dSBtV/0.a=
:*FKGLD*/dSBtP"Z"B=BR?T/./NV/G.a=NcK()
GIRGp6'@(/NqfTP=d.!==L:*-=0ZT=P>>y**GFN(FP
k=l?g6=qh-0.a===k?BRHPBR*=W=LN(d/Š
0(F/*"dSBtV/0.a=P?(/GLK!=L0(F/*"GU=Bl|Ž4
~E=dSBtB=€q=qhdSBtONV/=LGJ/Ni6U?F
=F(q0(=LHB.q/G‚/HK<=d"lK/)=d/XF=)=Gqg6q=„P
*=LN(d/‰0(F/*"=u/dSBtKe/%K'H'd((UBR_
0.o/(6
• ZNv=dSBtZ0.a=/‚KŠ0(F/*"dSBtPB=Z
0.a=TGgF=pR_BDN)/PFKE="lK=M=J/P/dKGFB|UP
z:FKB=N)/DF0•/d"lKG.a=dSBtHBtP=_K
>>ˆ>ˆg"IB=dSBt?(/.!=6'B=Z0.a==LKU/D.!"Z
"N)?T/Nx"Y=)==V/R=k"IP=V/R?)=*KXBU=(!=)=
rBIRB=f)D•6
/0.a=DKT?(/X//=LKV?.\/=U?FTfT=F(6
q_XFPN:*FKG/Fj"Ž'4P=)=0(F/*".!=/(/R=/
/FJ/=dHD.a/=`/.M=KUH/B‚DE=N_=(/0.a=T
GgF"dG.q/GIB!X/)=M==U?FK!6'?.!=GZRP=)=0(F
/*"=LGIB.?E=_".!=/(~•w€.\/=pR_BGIB.(=)=
K)RdSBtB=^/\GZR=LN(d/|Šˆ0(F/*"•wG=BRc0I
F/D•E=D.BV/"Z"0.a="lK6y=UGLP!ZKDCi=0u/
//(Uj"=pF/.\B0u/:*FKP=)==V/R0.a=.!=/(GJ/
KM=DaBjf)/G)/NcV/rBF=)=(UGT/?BRHV/tKUG_
SBtM=pFd"lK6e=f*P=)==V/R0.a=GFrB=/FR=•=LX/Da_
.a?Th/B‚DE==i0‚0(P0(GLJ/=.\/=U?F!=)=0(F
/*"0.a=?(/.!=fh=)==.q/?^Sv=_f).NBR_KUP=_
NtBP(F‚/P/dK/)Pz
'LKDUP=LctRKTGHB?†/P=)=0(F/*":*FKDBVKBJ/
NdJ/=U?F!=)=0(F/*"j"B=/(UHP0(GLf=U*=
j"?B/(=tD.a/d"lK=I"da"DC=)==_D.a=?BRHV/i=
SV: Đỗ Minh Phượng | Lớp: Markeng A K51
2013
a"P"dSZR0E/")?cKT.q/*BKUPfHX/?(/ZK?i/.\
B0u/Gc=LcZ/=F(qXFJ/DE==U?F!=)==V/RD!?(/
.!==`/.=)==V/RB=/(U?g?.\/6
2 :&;&&'0</$,=&>?
'?<h=i5‡>|":•./|".\/:•./|rBj(/
F|T6
*(U{6‰>‡
•FS{6{
Ž@f@=V/R"‹‹………6F0B(/6=(K6
'Dj"')/>‹>>
'k/GIB.•G‚/
•E=N0(F()Km"lKP0.a="lK
5d"lK=i'BI((|:F/)R|$(=N@|'ZR'|wIB/T0.a=D*B
ZE‰/.\6
(/(=V/R
2 @ABC=&D#$)
'?.!=NH-=*GU^")?cP:*FKE(DKT
?(/X/Gt.!==LH-w.a===k?BRHDZBG\P?drBFfF(BJ/
?IK=u/Gt.!=PH-0.a==k?BRHGGL//L"KT"INV/O?(/
=V/)==JKL=fd(*M=N(•=pFZ0ZF6
i^jRP=)=GqgN0(F0.a="lKPGe=f*?(/D•E=V/
0.a=GDID.a?FG\c*F?•i==E=G!B=IB=JKL=fd(*
M=N(•(0Z6
SV: Đỗ Minh Phượng | Lớp: Markeng A K51 &
2013
V/Rk"I5F(')w.q/PHZDS.h/dSBt')w.q/
G.a=^!KTfFGIBN)NK./\EnDE=NV/
/Y/P=V/RG")?cD!KU!=)=d"lKGN‘/GgG.a=.q/
*B?g?.\/.%@K/*')w.q/PL5@PwIB/T0.a=D*B')
w.q/PzHBd"lKN)=6
:()/JK>>P=V/Rk"I0.a="lK5F(')w.q/=i
M=G.a=Dj"0.!EDGU(=pFfF/)KG=/‚K=L)KG=|w.a=m
/BR’XB'x/“L/)KG='65Pw56/BR’'g.q/ =u/=)=0.a=
m?•P=)=U=mPNm.P=„ZJ/GT/PZKBR_!E/*"")?c/
=V//*"w.a=|m"lK:*FK6
/R>>‹‹>>PD’NW*KK.\JKDj"=V/R=k"I5F(')
w.q/G0’?FU'?B/ZKT/grB=/Fm^~T€!GV/Gd(=)
fT=V/ZP=)=fUf”PG)=?(//0.a=GFK0E6e=f*PfBkD’
=•=LE/L"Ke=pF=)=gN)=K\V/'?I'_w`/|=BR=F(=t"P
"L<?.h/<N(F/)(JSJ"•/ipP_•/BR’u/ (/|
<="L=<=#(*E="lKPV//BR’bBZV/|,•fF
.\/?E=WB•|"L=pg=.\/?E=,ywWFK6
'FRKefFDGU((=V/RP/)KG=|0.a=•/BR’XB'x/G
GcKDUX/N_rBdGGUG.a==pF=V/R?(//IJKrBF6HBd
"lK=pF=V/RG.a==qrBFrBdDCG)/)=F(H=tD.a/PG.a=/.\B
0u/i*KPG)/Nc=LN@K/*')w.q/PL@P0IB/T0.a=D*B')
w.q/6
/(X/0•/d"lK?BRH/GjG.!=EG)/)=F(=pF
N)=/P/JKP=V/R=•/!*BG_/.\B0u/KT0FK<=
"(/"v=)=d"lKK!.wUZBP$(=N@P:F)R')
w.q/PfTKm"lK'ZR'P=(DDF/@'ZR'Pz
V/R=k"I5F(')w.q/?(/qJKSZR0E/")?cG
GUG.a=HBEBG)//j.
y†/=M/jGT=rBRH/d")"XBi=JK>6
y†/N@)/U(?iB*:*JK>‰6
M/j/d.h/N(F=)/U(JK>‰6
y†/N@=pFp.!/i"pJK>Š6
y†/N@=pF=pg=.!=JK>Š6
d.h/=_=L/UT=arB=_Km"lKrBe/0(
=V/RrBd/=)(T=a.q/KU~:@SF0€k=M=!=)=Gqgfd(?ayT
:J()V/PyT-_PyT.q/KUPyT=V//*":*FKJK>Š6
SV: Đỗ Minh Phượng | Lớp: Markeng A K51 ;
2013
y†//=MBGT=rBRH)/=_JK>‡6
ŠJKD<=jBR=.q//T=a[/()B0u/.F
i=]0(T/.\B0u/:*FKk=M=f^=JK>|>>6
JKD<=j0F*B[/:*FK=tD.a/=F(]0(/.\
B0u/f^=~f)(5•_"gk=M=€Pz
.a=0F['?)KZ)(d)/]0(T=Xj"GO:*FK
"a"=u/?BRH^ZGU(k=M=(‚)/JK>{6
22 /?E=$FAG#H)
*FRP0FK<=d"lK=pF5F(')w.q//‚K0•/d"lK
B=PE="lK=M=J/P0.a="lK=JKL=0FP=JKL=L==_"lK*
6'?(/GLPB=/‚K{D(U!X/d"lKG?h?trB@BT=!
/.\B0u/:*FK.0IB/L/Y/')w.q/P0IB"(/t"/Y/P
B=GHB?gKD(•0U0RP)?/5B=BKPBI((')w.q/
B/'ZR'6w•/E="lK=M=J/=pF=V/R5F(')w.q/=`/G.a=
f_G_!X/=)GF/N‘/Gg0I=nGM/?g?.\/.y/
0=("<XPB/$(=N@0=(FK/!PcBGKwUZB
B/(DDF/@'ZR'PzGZRDX/d"lKBfcBt?(/Š
D(UE="lK=M=J/=pF5F(')w.q/6w•/=JKL=0F!d"lKP
?(/GLPXF?„FKeN@K/*')w.q/PXF?„FKePXFxK'ZRPL@D
X/d"lK?t"kf_G.a=/.\B0u/.F=BT/?(/HBJKrBF6
w•/=JKL=L=BR=W=Ld"lK=iPfF(/‚K0IB/T0.a=D*B')
w.q/{0U/=F/L=u/!>D(U0IB0.o/L=')w.q/.//
JK1GL//L"KT"I0(FBtGg=(=V/R6B=u/Dd
"lK?(/0FK<==_"lK*=LcNcG_0B/0g=*"<XBC
PN@KlRDV/ .B RP.!=v=K*/')w.q/Sg/:F(6BFGZRP
=LctR0FK<=d"lK=pF5F(')w.q/N)GF0U/PBRLK
d"lK=pDE=fF(/‚K'BI((|:F/)R|$(=N@|'ZR'|wIB/T0.a=
D*B1DX/0•/d"lK=iG.a==V/RGIB.KUK–H=)=(U
GT/?BRHV//JKGL//L""ID!0(FB=(=V/R6
2I J!&'F)
V/R(UGT/=pR_B?(/=)=D•E=m"lKP0.a="lKE=
"lK=JKL=M=N(•=L/B‚/=Yd(0.a=6y=U=)=(UGT/=pDE=
.dSBtKBFf)Km"lKP0.a="lKP=V/R=•GdKjK=)==V/
*=N)=./@(?‚/P=_f_PBKBFPfBVf)0.a=D*B“DGUDCKBFPf)
SV: Đỗ Minh Phượng | Lớp: Markeng A K51 :
2013
Ni/„/()“dSBtfBVf)D.q/E=PE="lKP()=t=)=?F/
_fgP0</=<R_6/(?FD(UGT/N0(FftGT/d6
V/RGe=f*=v?/G_=V/)=GIB./=MB")?cd
"lKPNV//Y/G.F?Fg?.\/X/d"lK=L=tD.a/tP0g=<
.ttGc(dKB=IBN)=/6cDKG.a=GHBR/(*=GIB
.=)=?F/_fgdSBtNcK/*K*GUGcGdKfd(=tD.a/P=V/R
=•=v?/G_=V/)=")?c/B‚ZDE=6T/`U=m0.a==P0.a=
mPNm.=)==)fT=V/Z=pF=V/RDBVS)=Gg[tD.a/d
"lKU(/)?g=pFY/=`/.E?.\/‚=pF=V/R6%V/
/Y/=OKKDv=KqP=j"jN_M=Z/=F(?^GT=BRKV
=`/./*"<rBdDC6=YN/*K0Z/FG_N(F==V//*
*GU6=Y/.\B0u/G_IR=VfUf”z=GcZ/=F(?M=f_
?M=/)?g"<=<=(=BT=/]6
.!/G=pF=V/R=k"I5F(')w.q/G.a==)==qrBFrBdDC
=BR/p/T:*NcK/*KP:*0FD’BP:*N(F=:*FKPyT
-_P=)=_•P/)(.=)=?.\/GU=w.a=TPy)=%(FP'k/a"
TP=)=*/=MB*^/L"?iP/L"ZKP/L"DE=GcU(X/d
"lK=L/)?g"<=</.\B0u/6
2K "&HEL8&,$)
'?(/t=dK(UGT/N0(FP5F(')w.q/DBV=(?/.
.h/[(UGT/=pF5F(')w.q/GcG@KU"v=G_=(K]6
5F(')w.q/P@(=K=PD/VF(KFRKxG@KDUM=N(•P
HP=V/0FPEf^FKFRKxG_=(/.\G.a=L=_BK*6'
/=`/.MK*=pF=V/R=`/=LC/•F.q/E!C/•F=pF/VF(
RPGLDG@KHKBU"v=G_=(K/.\PK/FG^6
V/RDBV.!/G_*=/ZR*=dKSZR0E/KrBF*GQ"
!fLKG.a/%)=/?E=_"„0</d"lK0g=<=pF=V/
R“X/?(/=V/R“X/G)=PfU/“=T/G‚/ST6
:!N)=/P5D(/F=pF5F(')w.q/|U"v=G_KDBV
SBt*?fF(f^d"lKGcG.FG_jFR=)=N)=/!V/G*".B
KT=iDN)=/fhN)=/=Lc=(D/.\?dD.q/=(=V/
R6cOD•/f_q!N)=/PZDE==pF=V/RY=t"=F(t1DBV
jB—=/__K^=(=V/)==JKL=Pfd(*M=N(•N)=/6
%)=/G.a=.h/U"v=Y5F(')w.q/NG.a=<.h/=)=/)?g
SV: Đỗ Minh Phượng | Lớp: Markeng A K51 @
2013
.dKnGFBP/dK/)e/0(f*jP=d*M=N(•PZKDC6
%)=/N(•q|GQ"q|t"01q|Eq|=tD.a//=F(q|
D•/qX//^K(/GaDHKU"v==pF5F(')w.q/6
)=?(/=V/RDX//.\G.a=.BFFBN)=/P(
c=)fT=V/ZGF/)=)=u/FB.arBFKNLNJGc=”(D)=(
BRH5F(')w.q/G_f_f\=V/6)=5F(')w.q/U"v=
qN=iX/=V/*=GF/FRKPZKBR_U=V/RNV/=W/drBR_
tGH=qK(P)(tKK=•J/(Ke=GQ"PG.a=F((*fdZ6)=
?(/=V/RDBVE(DKTGU0*=pF5F(')w.q/6
:H"iF=)=G)==)=fU/PDHK?Z?/=dK"<==pF5F(
')w.q/6=dKjG.a=HKBNf)G.a=/=(5F(')w.q/P
G.a=F()Gv/QPG.a==F•X/NLNJ"a"=u/5F(')
w.q/Gc=Lf.!=")?cX/=x=6
y=UGLDX/GL//L"NV/cNV/x=!=pF5F(')w.q/
G!=T/G‚/ST6X/(UGT/=pF5F(')w.q/=•DF(dG_
X/=(/.\N•KKFRKx?(/STPGLDX//.\NBR_jPX/
/.\/e"FU?p?(PUZD`D<PGT/GtP(/IP?•@K/”(Pz
G.a=f‚Gx"^.q/=`/.HK=dKV/=F•PG‚/=dK=pF5F(')
w.q/fhX/(UGT/Y*_M=C/•F/BiZJ6
:!".q/=ZK[ <=„/*K/XDUX//^i=a"t]P
5F(')w.q/=t"j?p?(=pFK„/*K?(/(UGT/N0(FGc
Ni=i=F/U(65F(')w.q/=LKTjM=ZBx=?†/)/U(D<=D
GT/DE=(D!U(E")?c.afj=6c_!g?i01GIBfHX/P
=I„/*K/D=P/XDUX//^i=a"tPKFRGkGc")?c
D=I_PX/..h/N0(F=pF5F(')w.q/DBVG.a=0BR?^Gc
=V/RNV//Y/")?c65FBGZRDf?_DCN0(FDBVG.a==V/R
0BR?^?(/BrB)?^(UGT/N0(F=pFK^
6 %)=/D.a/G_6
V/RDBV^KcB(dKB=IB=pFN)=/P=p/=SZR
0E/HKfHX/hN)=/6
>6 5F(')w.q/|U"v=G_K6
tD.a/d"lK0g=<=pF5F(')w.q/GHB†KK<=Gi=KF/
DUM=N(•Px=GQ"U"v==(N)=/=T/G‚/6
{6 tD.a/U(g.a/
tD.a/d"lK0g=<=pF5F(')w.q/DHd/=(E")
?cD!KUNV//Y/=pF=V/R6
SV: Đỗ Minh Phượng | Lớp: Markeng A K51 C
2013
6 %0(F*GU
%0(FGcU(?F=pF=dj=t=L/)?g=(ST*=DK=(
/.\DF(GT/6'V/rBFGL/.\DF(GT/G.a=")?cGIRGp=dHc=t
I6/.\DF(GT/G.a=U(GHBN*Gc")?cDE=PNV/=LN^KK
EGNg6
2M :&=EN&)
'?(/rB)?^SZR0E/")?c=pFK^P5F(')w.q/DBV
.h/P0BR?^")BRX//)?g=D}PDGcKEFTDE==(E")?c
?.\/‚=pF=V/R6LD
tD.a/(dKB=IBN)=/
F•Dai=
'?B/E=|'?)=*K|'V?/|(N_|F•
V?.\/t=(E")?cJ/DE==)Z6
IBD=tD.a/(dKB=IBN)=/%N)=/RB
5F(')w.q/P˜/KBFd"lKD^.h/NdJ/DKG.a=X/
d"lKE=E=L=tD.a/PGv/!X//^G.a=/!*BY"iF=V/R6
%)=/=`/D/.\=dKj?}t=)=/)?gd"lK0g=<0(=V/R
=B/=t"=FKN_(*6:!".q/=ZK[tD.a/U(g.a/]P
=V/R=WG.F?Fg?.\/X/d"lK0g=<GdKfd(=tD.a/(dK
B=IBN)=/6
'MFD=F•Dai=UF(5F(')w.q/P=)=)/Dj"P=)=
DGU(U(?FEN)=f*D!(!=)==V/RN)=6/.\˜/=F•
Dai=j=tPDaBjf†/=)==_GTG/T=F(t=LcP@(^^N
0(F=pF=V/R. .q/P.h/P".q/*GDUPhPzNV/"Zf*
ZqP=u/DK=u/.h/PK?(/k=M=GHBDF@KKT6
5E=F•Dai=G.a=DF(d!N)=/f†/*=FKN_=tD.a/P
.t/F(/K’"iPf‚(f†/H!E?Z?/=F(tPZ
˜//e"/o?E=_"N)=/_BN)=/NV/D•/H)=0</
NV/K(/KB=pFd"lK6!=)=GUDCPGLDEGdKfd(=)=rBRHDa
t"01PG!=)==B/=t"GLDEF()Gv/QGv/=FKN_6
q_XFP=)=(UGT/.\/Gc=F•Dai=n?a=T/G‚/
K=V/RGE=*?(/\/FrBF=LcG.a=x=!.n?aG‚/f(
D`D<KH'?B/P?•@K/”(.aNL“=.q/?^=t"")B=N)K=XF
f*K’"i=(/.\/”(?GgFf"T“/v"GoTUZ
SV: Đỗ Minh Phượng | Lớp: Markeng A K51 B
2013
=tGT=K0F=FK?(rB=“Ge=f*?(/q{JKYJK>‡G_JK
>P5F(')w.q/=•=t"")B=K’"iN)K=XFf*=(q
?*B/.\=F(Bk?(rB=Pz
'MfFD?B/E=|?)=*K|V?/|G(N_|=F•J()5F(
')w.q/G.a=SZR0E/.KTi/.o/=pFV/)(P?(/GL=)=/)?g/
GQ"B?G.a=RB=IBE=*?=qhHKBR*G(=(/.\P(
k=M=6)=DGU(fxfBT="dDK/.q/=(j"cP0\/FBR
/•GT/KDv=PKqGcSZR0E/=)=/)?g/GQ")GTi=
=E=6=L?)=*KE(*fdZPi==E=FK/F=)=(U
GT/J()I=pF=V/R6
'M.P5F(')w.q/=iDKV?.\/t=(E")?cJ/DE=
=)Z=)=DGU(P=)=rBdDC=)==t"=L?)=*K=F(t?(/*=
SZR0E/KTZ=qt"01=(=)==)Zc*J/6n=)Z=Lc
")BRNV//!UJ/DE=fdZP=Lc=u/Dv=FK/F=)==V/*==pF
HB"•/fFN)=FBPEDj"N_(U==(K^f)(=)(N_rBd=(/.\
"<?)=?E=_"6'?(/=V/*=PKn=pF5F(')w.q/G.a=G‚/
/*"/.\"<?)=U(GHBN*P/v"GoGc(d)/6'?(/=)=(UGT/J
()IP=)=G.a=U(GHBN*")BRJ/N_BcF(PJ
/*P=F•cBf_ST6'?(/=BT=/PN/e"NLNJPG‚//*"˜
D•//v"Gof†/*=rBR/L"Hp/TP=F•cBf_P˜/\=jR
/.\ZGc/v"Go_NdJ/=Lc6
2O . =0J#$)
Sơ đồ 1.3: Cơ cấu tổ chức bộ máy công ty cổ phần dược phẩm Sao Thái Dương:
SV: Đỗ Minh Phượng | Lớp: Markeng A K51
2013
)="•/fF=M=J/=pF=V/R
| yF/)KG=M/GIBD)KG=(=V/R/BR’XB'x/P
/)KG=/=MBP/)KG=dSBtfF"L/)KG=6
| )="•/PfF=M=J/
•/N0(F~"•/KF?N@/€fF(/‚KKT?.h/"•/K.\
ZN0(F6
•/=ifF(/‚K?.h/"•/=iP"L"•/
=iJKZ6
•/j.fF(/‚KKT?.h/"•/FZ"<?)=6
•/N_()fF(/‚KKT?.h/"•/PF"L"•/>>Z
N_()6
•/=JKL=N)=/fF(/‚KZ"<?)=6
•//=MB?cNFfF(/‚KGT/`0.a=m"<?)=
)fT?E=BT=K)RdSBtGU0*D?.h/fFSZR0E/P
?.h/"•/GdKfd(=tD.a/~#€P?.h/"•/NcK()=tD.a/~€P
?.h/fF=qG*6
/(?FDGT/`/?JK?^0.a=PZf)/=V/
ZUK)RdSBt6
; Zi=KV?.\/KF?N@/=pFd"lK0IB/T0.a=D*B')w.q/
SV: Đỗ Minh Phượng | Lớp: Markeng A K51 Z
2013
I P&Q)
X/R_BBT=KV?.\/KF?N@/•KV/ZRd.h/ZB?T/G_
(UGT/N0(F=pF=)=0(F/*"?(/(/PYGL)=GT/G_=)=
rBR_GgKF?N@/fF(/‚K=d(UGT/?BRHV/KF?N@/i=a"?(/k
=M=P0(F/*"GL65FBGZRP)BR_BBT=KV?.\/KF?N@/•KV–G.a=
DID.a"Zi=G_tR?}Ed.h/=pF=v/!=)=(UGT/?BRHV/
KF?N@/i=a"G!0IB/T0.a=D*B')w.q/6
Môi trường nhân khẩu học:
-_BZNlB=G.a=G)/)DR_BrBF?/=Lc)=GT/G_
=GTJ/?.h/=pFIB_=)=/N0(FL=B/6
%R !"6A):*FKDKT?(/X/.!==L
0ZD!PGM/M{?(/X/.!=GV/0Z?_/!!/IŠ‡?*B
0Z?(/JK>6'•D*J/?.h/0Z–_"<=0BR?^qˆ‹JK?(/
X/JK!PGUSt"SWN(d/?*B/.\‹JK6
Biểu đồ 1.4: Tốc độ tăng trưởng dân số qua các năm
(*)0F8-./012324
BRKV0ZD!f)(*BKTrBRKVg?.\/?T/D!6:^jRg?.\/
0IB/TGIBL=B/0IB/T0.a=D*BL?/Dg?.\/GIRHKJ/Gc
=)=/=LcNF)=PU(?FHBd"lKqXFPG)"M/B=IBB0u/
=pF/?*B/.\0Z:*FK6‚/\PGZR=`/DKTtGHGe?F=(5F(
')w.q/?(/*="Zfk=)=/B‚DE=KF?N@/Gc?BRHV/Hd"lK
0IB/T0.a=D*B')w.q/!=V/=v/N)=/K<=B6 K_(Gc
SV: Đỗ Minh Phượng | Lớp: Markeng A K51 &G
2013
d"lKG.a=f_G_?T/?G.a="ID!=V/=v/=t"jNGF/h
=B/FG(UJ/?.h/=Blfgf.!=F//FG(Uf(•F™ K_(Gc
N)=/=LcDEF=d"lKNB=IBSB.!/B0u/=pFN)=
/hg?.\//R=/GF0U/NV/trB)™666
%?S6A).!=F=L=q=tB0Z?•PN(d/‰Šˆk/0Z0.!
GTBk/dK0I•?/?•@K0.!‰Bk6.jRP=q=tB0Zj"?B/
GV/hGTBkŠ|PGTBk=pFN)=/K<=BKd"lK0IB/T0.a=D*B
')w.q/.!/G_6y=U*=(dKB=IB„0</PX//.\YŠ|
BkDX//.\GF/?(/GTBkDF(GT/P=L/B‚Bj"=pF?/
K^=LcGT=Dj"?(/=)=rBR_Gg.DEF=P=BFRKBFxKG
!d"lKB0u///R=(fdZ/FG^6q_XFPGZRDLK
G.a/.\/SBR_"Sv=!=V//*HBq=)=LKBkN)=6:^jRP
5F(')w.q/=Ij0</GHBRGcG.F?FX/=_D.a=KF?N@/PGe=f*
D(UGT/?BRHV/i=a"Gc)=GT/!X/G.a/R6(UGT/
?BRHV/i=a".!/!j"?B/(=)=GcK=UK?(/?BRHV/
rBF=)=".q/*=V//*y)(G*„PG*(U0GT/PK)Rifd/P.
G*„P…@f@FR=)=?F/KU/STG.a=HB/.\f_G_?T/?z
% ,=A6T6)B)?^GVg()0’?FF
=L/?(/X/j"NW/IGZRN_=(KM=/=pF/.\0Z:*FK/R
=/G.a==d*P?^GT0Z?i=`//R=/G.a=Z/=F(6:^jR/.\B
0u/NV/=W=LSB.!/DEF=d"lK0EF?B=i=tD.a/FR/)
=dPX/0g=<jBKFR=)==.q/?^?BRHV/PSv=_f)Pz=`/
d.h/G_rBR_GgKBF=pF6'K(GLPrB)?^GVg()GGF/
N_U(=`/.Z/=t"=qhUI/V/J()/v"=V//*K!")
?cP)=GT/?E=_"G_(UGT/dSBt.\//RGe=f*DNdJ/
KF?N@/?(/=V//*=pF=V/R6
y=UGLPE"Zf0Z=.NV/G‚/GHB=`/)=GT/iHBG_
(UGT/KF?N@/=pFd"lK6'gDqj"?B/=pR_B0Z=.P•?/
0Zj"?B/hNBE=g*FR=_K!DPŠˆ6%BE=g
!GHBN*N_|J()|STBjDa")?cDq/.\B0u/=L
HBB=IBqP"M=U"q=LGHBN*_"Sv=!=)==V/=<KF?N@/
=pF0(F/*"6'BRP=`/NV/cfOrBFX/G(Ug?.\//)=h
V/VN0(F/*"GF/=L*/"Z"?‰{W.*
FR6
Môi trường kinh tế:
SV: Đỗ Minh Phượng | Lớp: Markeng A K51 &
2013
%_:*FK?(/X/JKrBFJ/?.h/GHBkGgPU(GHB
N*BjDa=(=)=/N_")?c6'BRPX/=BT=Np/(d/
=i(=IBGd.h/KUG_HN_:*FKPGe=f*D=)=/
=V//*"=_f_SBtj"NlBP=i/Z/PftGT/dPz6 UK")
/R=/J/=F(DK=(/.\0Zj?/q?(/=V/*=GIB.B
0u/6HBRN_=(=)=/=V//*"/e"HBNLNJq65(!=)=
/N)=^/0.a=DKT?(/X//i=gBd.h/=pF=BT=
Np/(d/t^GZRDKT?(/X/Ke/_R_BG!/.\0Z6
HBRU(BjDa=(5F(')w.q/NV/"dU=_FR=x/dKD.a/
/Z)=0=(=)=(UGT/?BRHV/=(d"lKP=V/R1.\/
SBRrBd/f)^dd"lK=pFK^6
Bảng 1.5: Một số chỉ tiêu kinh tế Việt Nam
Tiêu chí Giai đoạn 2006- 2009 Giai đoạn 2009-
2012
!"8&H1:>54 >Š6{>ˆ >{ˆ
TC R6 < &
1:5>U&4
{P‰,5w‹/.\ P>Š,5w‹/.\
VA&=&W15X4 {6ˆ {6ˆ
1(*)0F84
%_:*FK")?cF=L/?(/X/JK?hDUGZRP=p
?.q/=pF=)=fT/:*FKD=u//tSZR0E/HN_:*FK
@(SB.!/=V//*"()P*GU()P=V/R=k"I0.a="lK5F(')
w.q/DKT=V/R/L"=k"I*=BRGT/=(rB)?^dSBt
GIB./=MBd"lKDV=u/=I_6e=0u?(/JK>>PN_
:*FK"dGGIB!KTtGHN_=(^^N_StBGPBR
f.!=F/JK>{PHBk=M=rB=_jGg?†/P^^N_:*
FK–f^k?hDU6HN_JK>{GF/=LSB.!/J/?.h/?hDUU(
GHBN*BjDa=(5F(')w.q/BRGT/Y/Z/GcGIB.Z/
=F(J/DE=dSBt")?cd"lKPGe=f*DJ//Z)==(=)=(U
GT/KF?N@/L=B/=)==.q/?^?BRHV/i=a"L?/6.
jRP?(/.q/DFPd"lK0IB/T0.a=D*B')w.q/–_"<=G.a==d*
H=tD.a/P^M=fF(/L=(fxKxq=`/.DGIB.qXFG!
=)=(UGT/KF?N@/=(d"lK6
'BR=LGcKU=_GLD=iPi0</=pF:*FK*FR
=.FE=E")?chKM==F(Pg?.\/=M/N()^=•KFKv6'K
SV: Đỗ Minh Phượng | Lớp: Markeng A K51 &&
2013
(GLP*/’V/PV/DDU=P=.!=G*(UPf.BG*@?@=L
KM=/)BT=/=F(t_/!6w(GLP(UGT/KF?N@/?E=_"NL=Lc
=V/h/FG(U*UPKe=0uHKJ/")?c=pFLN)=F(6
Môi trường văn hoá- xã hội:
• C YS)'?^GT"k=j"/)(0<=*FRh:*FK/R=/
G.a=Z/=F(P=<cDqŠˆP"k=j"cB=DˆP•D*/.\/*"GU
=P=F(G‘/zN)=F((!=)=.!=?(/NBE=6q_XFP?^GT=t
/R=/J/PNdJ/_"j=V//*=`/@(GLKJ/DPDF(GT/
?iL=h:*FKDU.q/G/OH=V//*6i^jRPG•ONV/=W
?/h=V/R5F(')w.q/PGLDKTGT/`Z=L?^GTDK
KF?N@/.q/SM/6
• Z&R[$A\&W)
ID!/.\0Z:*FKj"?B/hV/VP.\/=LKM=/
t"P=LB=IB=F(G!=)=D(Ud"lK=L/)?•PGZRDGHBN*Bj
Da=(=)=0(F/*"0.a=:*FKKh?T/g?.\/6qXFP/.\B
0u/:*/R=/G.a==d*HKM=/P^?U/M=N(•/R=/G.a=
rBFZKB=IBG!X/d"lK=(M=N(•=`/J/6 e=f*
=I"dx=!ZKDC=BT///(U=pF/.\0Z:*FK?(/HBJK
?hDUGZRPGZR=`/D)=M=G!*=?BRHV/^d0IB/T0.a=
D*B')w.q/PY"I=(!/B‚/=dSBtGHBKF/GjK=t:*6
'BRP=)=*"Tfd(*/.\B0u/KTk=M="=i"pDU
DBVNBR_Ni=/.\B0u/„0<//:*P5F(')w.q/1=Lcj
0</GHBRGcv=GlR=)=(UGT/?BRHV/=(0IB/T0.a=D*B')
w.q/P=<cD5d"lK0IB/T0.a=D*B')w.q/Dd"lKG.a=U(
Y*==xD=X/(FR0.a==pF=kZY/S.F!X/gB=
d(0.a==pFfdZd"lKKF/GjKX//)?g?BRH
/DZBG\=pF/.\:*6:!^?U///(U0Bj"?DF(:*
FK.*FRP*=NBR_Ni=„0<//:*G.a=X/=M=?)=
=`/.GV/Gd(/.\B0u/p/T6HBR–U(Da_=U?FN)
D!=(KTd"lKBI:*.0IB0T0.a=D*B')w.q/?(/0U6
y=UGLP/.\0Z:*FK?t=(?/=p/•Fj"cP=UR@(
g_B=pFG)KGV/fgd.h/HBfhD\NBR=pFfUf”P/.\Z6
xKfxG.a=g_B=pF/.\0Z:*FK?(/rB)?^„0</KBFxK
/B0u/–D=qT=(0(F/*"_"=j!N)=/6e=f*q
XFP5F(')w.q/=Lc0EF(Ge=GcKRGc)/U(T0B/rBd/=)(
SV: Đỗ Minh Phượng | Lớp: Markeng A K51 &;
2013
.!/=)=(UGT/?BRHV/!X/k=M=P=)Z=LF?•Gg.!/0.
DBj6
• &HHE!,=X[[)
'U:*FKPJ()/.\0u/@?@GF//e"HB)=M=N=)=
tGH.?)=PrBd/=)(fYFf/VYP^d_BJ()PB/G‚
dK?=)=0’GPfD(/KU/STPz1DtGHSTNv=Kx==I
G.a=)(/o6y=UX/.B**BrBdK(UGT/N0(FrBFKV
?.\/=V//*KF/DUP1=•‚U?tHBU=_KfdZ0(F
/*"NL=LcNx="<=6w(F/*"=LcNF)=?*Gc=)==V/=<=pF
@?@KF?N@/GcKF?N@/?E=_"=(d"lKPBR=INcK()=e
=–=)=/B‚?KU/Gcfd(*^d=(d"lK0(F/*"6
Môi trường chính trị- luật pháp:
e=0uBT=0•/d"lKB0u/=)Z./0IB/T0.a=D*B')
w.q/G.a=dSBtfhKT=V/R0.a="lKiHBd"lKR=`/
KF/X/Ge=i=pFKTD(U0.a="lKV/.\/6i^jRPL=`/
"d=gBE)=GT/fhX/=i)==pF.!=PX/rBRGg=pFDBj
")"yT-_G!/0.a=L=B/.E=*rBR?^dSBt
B=PGdKfd(H=tD.a/PH=i)=/)P=i)=B_P=i)="Z
"PGe=f*D?BRHV/=(d"lK~ BjrBd/=)(€Pz
/0.a=DKT?(/X//=gB)=GT/KUfhErBdDC=pF
.!=6i"pGfFHBJfd")"DCGcrBdDC/0.a=fF(
/‚K=)=JfdDrBFG_=)=tGH.i)==pF.!=HD•E=
w.a=PrBdDC=pF.!=H/)B=PGHBN*N0(FB=PrBdDCB=
BT=0FK<="dNcK()Ge=f*PB=Bl=tD.a/P=qhNcK/*K
B=z
• AG]S)
/R‡‹‹>PyT-_fFBR_Gg>‹>‹|y-'HDT
?^?cNF/BRx=['E=dSBtB=]~€['E=
fd(rBdB=]~5€G.a=E=*6'@(rBR_GgRPNcY/R‹‹>ŠP
0(F/*"dSBtNV/GU=Bl@(NBR_=)(=pF'kM=-__
/!~Ž4€0(F/*"SBtj"NlBPN0(F0.a==L*/N(fd(
rBdNV/GUB=Bl5–"d/Y/dSBt/Y/j"NlB?E=_"6
/(?F=•=L=)=rBRGg.['E="•/i/*KHx=|S
"lK]~ €FR['E=H"Z"B=]~w€['E=H
rBdDCB=]~€6W=LX/0(F/*"G)"M/G.a=X/B=Bl
SV: Đỗ Minh Phượng | Lớp: Markeng A K51 &:
2013
RK!=Lc‚U")?c6X/rBRGgR–/v"U(GHBN*=(=)=
=V/R0.a=OD•:*FK)"j"(e=KBFDUPv=GlR=)=0(F/*"?(/
.!=Z/=F(Pj"?B/")?c@(=HBZBGc=Lc=U?F!=)==V/R
GFrB=/F6!X/d"lKGG.a=NcKGg=M/jH=tD.a/
fh=)=k=M=BRi?(//-=`/.V/0.a=P5F(')w.q/=Lc
N‘/Gg=tD.a/d"lK=pFK^!/.\B0u/:*FKV/rBF
X/=.q/?^?BRHV/=pF=V/RGcZ/=F(BRiHd"lKPBR_
"<==`/.0BR?^D•/?B/=pFLKN)=/K<=B6
• 7A=&=)TR_B?trBF?/NV/cNV/x=!GLDE
NcK()H/)B=6w(DKe/_R_B/)B=KR_=pF=)=0(F
/*"0.a=fgrBdDCN)=e=–fhyTR_6)==V/R0.a=NV/G.a="•"
J//)B=rB)KM=rBRGgP?(/GLPKnDIJ/P0(F/*""dGJ/Ni
/d?^?}X/DC0(=pFEJ//)6_BS•tRNV/a"DC(e==.FjE
=I_PyT-_=LrBRHf)=fORB=IB6wIB/T0.a=D*B')w.q/DEN_
a"/XFKe/=JKL==)Z=LGe=i?gD*B/)=pFd"lK=F(
qKT=v(!X/D(U0IB/TV/.\/6'BRGHBRNV//ZR
=d?h=(*=B<d"lKfhf=U=tD.a/d"lKP5F(')w.q/
?(/\/FrBF=`//ZRG.a=*=dKG!/.\B0u/fh=)=(U
GT/?BRHV/FR$=pF=V/R6
• 8&,$6&))=0(F/*".!=/(G.a="•"Kh
=)U:*FK0.!^M=D0(FDN_FRˆ.!=/(
G.a=?E=_"SBtNlBKNV/"dV/rBFj"NlBB•)=6'BR
=)=0(F/*".!=/(•’NV/G.a="•""Z"?E=_"0.a=
"lKU:*FKK"df)DU=(=)=0(F/*":*FK=L=M=J/
"Z"6ZRD=qT=(0IB/T0.a=D*B')w.q/fhDKT0.a="lK0(
=V/R0.a=?(/.!=dSBt–NV/"d=gBKX/rBRGgNx
N@=pF.!=6e=f*qXFP5F(')w.q/1=LcKh?T/*/
"Z"!X/u/ZBPu/SFGcG)"M/qXFB=IB=pF/.\B
0u/6‚/\PV/rBF*/=)=GUDCB=f)D•?(rB=P5F(
')w.q/=`/_cE=*?BRHV/=(=)=d"lKV/rBF*=?@(
"(@?PfJ/|?VPz
• H)FBN/Fj"Ž'4P:*FK=FKN_/dKB_BtG!
0•/B_=pR_BDN)/FK6dKB_j"NlBD)=M==(
=)=0(F/*"dSBt0.a=?(/.!==U?F!B=j"NlBY.!=
SV: Đỗ Minh Phượng | Lớp: Markeng A K51 &@
