Chiến lược Marketing Mix tại Công ty Cổ phần Traphaco

ĐẠI HỌC QUỐC GIA HÀ NỘI
TRƢỜNG ĐẠI HỌC KINH TẾ


LÊ VĂN TÙNG



CHIẾN LƢỢC MARKETING MIX TẠI CÔNG TY
CỔ PHẨN TRAPHACO





LUẬN VĂN THẠC SĨ QUẢN TRỊ KINH DOANH
CHƢƠNG TRÌNH ĐỊNH HƢỚNG THỰC HÀNH










Hà Nội - 2014

ĐẠI HỌC QUỐC GIA HÀ NỘI
TRƢỜNG ĐẠI HỌC KINH TẾ



LÊ VĂN TÙNG


CHIẾN LƢỢC MARKETING MIX TẠI CÔNG TY
CỔ PHẨN TRAPHACO

CHUYÊN NGÀNH : QUẢN TRỊ KINH DOANH
MÃ SỐ: 603450



LUẬN VĂN THẠC SĨ QUẢN TRỊ KINH DOANH
CHƢƠNG TRÌNH ĐỊNH HƢỚNG THỰC HÀNH

NGƢỜI HƢỚNG DẪN KHOA HỌC:PGS.TS.NGUYỄN MẠNH TUÂN

Hà Nội - 2014


MỤC LỤC
DANH MỤC CÁC CHỮ VIẾT TẮT i
DANH MỤC CÁC HÌNH VẼ ii
DANH MỤC CÁC BẢNG BIỂU iii
LƠ
̀
I MỞ ĐU 1
CHƢƠNG 1LÝ LUẬN CHUNG VỀ CHIẾN LƢỢC MARKETING MIX 7
1.1. Khi nim và vai tr ca chin lƣợc Marketing Mix trong hot động kinh
doanh 7
1.1.1.  7
1.1.2 .





 9
1.2. Nô
̣
i dung cơ ba
̉
n chin lƣợc Marketing Mix trong nga
̀
nh Dƣơ
̣
c phâ

̉
m 10
1.2.1. 





 10
1.2.2. 



13
1.2.3. 

 15
1.2.4. 







 16
1.3.Cc căn c xây dựng Chin lƣợc Marketing Mix ca doanh nghip 19
1.3.1. 






 19
1.3.2.  20
1.3.3.  23
CHƢƠNG 2THỰC TRẠNG CHIẾN LƢỢC MARKETING MIX TẠI
CÔNG TY CỔ PHN TRAPHACO 25
2.1. Giơ
́
i thiê
̣
u chung về Công ty Cổ phần Traphaco 25
2.1.1. 











 25
2.1.2. 












 28
2.1.3.  32
2.2.Tnh hnh thực hin chin lƣơ
̣
c Marketing Mix ta
̣
i Công ty Cô
̉
phâ
̀
n
Traphaco 37
2.2.1. 










 37


2.2.2. 







46
2.2.3. 





 49
2.2.4.  51
2.3. Đa
́
nh gia
́
chiê
́
n lƣơ
̣
c Marketing Mix ta
̣

i Công ty Traphaco 53
2.3.1. 







 53
2.3.2. 



 58
2.3.3. N

  65
CHƢƠNG 3.ĐI
̣
NH HƢƠ
́
NG VA
̀
MÔ
̣
T SÔ
́
GIA
̉

I PHA
́
P NHĂ
̀
M HOA
̀
N
THIÊ
̣
N CHIÊ
́
N LƢƠ
̣
C MARKETING MIX TA
̣
I CÔNG TY CÔ
̉
PHÂ
̀
N
TRAPHACO 68
3.1.Đi
̣
nh hƣơ
́
ng hoa
̣
t đô
̣
ng sa

̉
n xuâ
́
t kinh doanh cu
̉
a Công ty Cô
̉
phâ
̀
n
Traphaco 68
3.1.1. 



 68
3.1.2. 





 69
3.2.Cc gii php nhm hoàn thin chin lƣợc Marketing Mix ti Công ty Cổ
phâ
̀
n Traphaco 70
3.2.1. Thc hin phm. 71
3.2.2.  72
3.2.3. 






. 72
3.2.4. cung  73
3.2.5 linh hop vi tng sn phm 75
3.2.6ng m rng h thi sn phm 77
3.2.7n h thng n t 78
3.2.8ng hon hn 











 79
KẾT LUẬN 83
DANH MỤC TÀI LIỆU THAM KHẢO 84
Li
i


DANH MỤC CÁC CHỮ VIẾT TẮT

Chữ vit tắt
Tên đầy đ ting vit
BMI









GACP
D u thuc sch u
GLP
Thm
GMP
Thn xut thuc tt
GPs














GSP









WHO
T chc Y t c khe th gii



ii

DANH MỤC CÁC HÌNH VẼ
a Marketing Mix 8
n phm thuc ca Bayer 13
ng kinh doanh c

 19
 thuc  Vit Nam t n 2014 20
n nht  21
 b  chc ca Traphaco 28
u doanh thu ca Traphaco 30
u li nhun ca Traphaco 31

ng loi sn phm ca Traphaco 39
c lia Traphaco 41
n phm thuc nh mt ca Traphaco 42
  ca Traphaco 43
 lc Boganic ca Traphaco 44
t s sn phm ca Traphaco 47
 mi ca Traphaco 50
c liu ca Traphaco 55
2: Mn phm thuc quc t 60
iii

DANH MỤC CÁC BẢNG BIỂU
Ba Traphaco t n 2013 29
Bng 2.2: T trng doanh thu cu sn phm 30
Ba sn phm Traphaco vi mt s sn phm cnh
 ng 48
Bng2.4 ca mt s m thuc ph  ca Traphaco 49
Bng 2.5 ca mt s m thuc tr ca Traphaco 49
Ba Traphaco 51
Bng 2.7ng ca Traphaco 52
Bng 2.8: Doanh thu ca hai sn phm ch lt huyng
 54
Bng 2.9  c 2012 55

1

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1. Tnh cp thit đề tài
c phng trong nn kinh t qu
n xui thuc phc v cho vic cha bnh, phc h
ng sc khe ca con i. 
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
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

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
17%-20%/ . 
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
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
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ASEAN) 2006  WTO (
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2007  , 



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

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 174 
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khong100 
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2007 600 
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 



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
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
. 
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
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
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
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, 

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
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

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
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 .  
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 
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
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 . 
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
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
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 , 
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
.



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 , 


, 
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
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 , 

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
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
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 ,  , 
2009 
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
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
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
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
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
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
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

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
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
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. 
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
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
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

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, 


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
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
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
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
2

q. 




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


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








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
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



 , 



,

tr


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, 
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



? 







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





,  Chiê
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n lƣơ
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c Marketing Mix
ti Công ty cổ phần Traphaco





.
2. Tnh hnh nghiên cu
Chic gii khoa hc v kinh t,
qu giu c v c
tim t 
c    i 490 



 . Nhiu t 
  i ti      

        i
nhin chic Marketing c v n
thc ti lc
Marketing cn
c Marketing.
    Chi    t s  
- 








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



 .TS. 


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 -
   n tr   
Chin -  Qu; 

 .TS. 


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-  Qu 


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() Marketing
 n()  - , ;
         egic
  a R. Kerrin, R. Peterson, Prentice Hall, 2007; The
Strategy and Tactics of Pricing-A guide to Profitable Decision Making ca
3


n th chi
ng, quc Marketing.


   c s v chi     c
marketing cho sn phm sa ti phn Si
- n 2008 - ng H qu2008.

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
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, 
 . , 






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, 


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






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
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
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
















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
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
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
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
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

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




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




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




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 ; 

 ng chic marketing cho
dch v n thong nn 2007-
cc b qu2007. , 



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
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cho dich v, tuy
, 
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
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
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
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
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

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
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
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


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
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
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
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
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

 2007-2010 


  , 




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
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
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
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
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
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 ; 
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 n chii
v  n ph    nh vin (ETC) t   c phm
Shinpoong Daewoo Via Ph qu
2006. 


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 , 
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
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, 





















































.
4

n s v chiChic marketing
i v  ngh c Vi
ca Tr      qu      i
n th ng dch v EMS ca T

n ta i qu
n hn hp sn phm may mc ca Vinatex trong
nn kinh t th  a Nguyn Th     qu
2004. 



























, 
.
 n v chin th
lu c t khm t t
qu  chic Marketing, lut nghi 











 









  th ca c
thi gian ti.
3. Mục đch và nhim vụ nghiên cu
Mục đch nghiên cu:  n chung t

c trng t 2   xut mt s gi
thin chic Marketing Mix ti  phn Traphaco.
Nhiê
̣
m vu
̣
nghiên cƣ
́
u:
- n gi  bn
c Marketing M





.
- c trng chi






 

2010 .
-  xut 

gi




chic Marketting Mix
t

.
5

4. Đối tƣợng và phm vi
̣
nghiên cƣ
́
u
Đối tƣợng nghiên cu: 










aco.
Phm vi nghiên cu:
-  : 

 



















.
- 

: S liu  


Traphaco t 2013 .
5. Phƣơng pha
́
p nghiên cƣ
́
u

Lu dng tng hu:
-  liu v doanh s, 








, s bi ng cu t ngun l


c hin chi






2010 .
-   liu thu thp
ng bi, bng s liu phc v cho vi
nhu qu ho

  
thin ca chi







c trin khai chi li

- i chiu hiu qu ca chic Marketing
Mix t phn Traphaco vi nhu.
     i chiu vi    c hin chi c
Marketing Mix c phn Traphaco vi mt s i th
ng Vit Nam.
Bi chiu thc t hong ti nh
luu, lu c nh thc trng
6

chi





 , t n
   xut gin chin
p.
6. Dự kin những đóng góp mới ca luận văn
- H th ng chic Marketing mix trong
c phm.
- c nhn nhn
ch trong vic thc hin chic Marketing mix t phn
Traphaco.
-  xut mt s gin chic Marketing mix

c phn Traphaco.
7. Kê
́
t câ
́
u luâ
̣
n văn
Lu n m u, kt lun, u tham kho, ni dung
ca luc kt cu bao g
Chƣơng 1: 
Chƣơng 2: 










Traphaco
Chƣơng 3: 








 i



 















7

CHƢƠNG 1
LÝ LUẬN CHUNG VỀ CHIẾN LƢỢC MARKETING MIX

1.1. Khi nim và vai tr ca chin lƣợc Marketing Mix trong hot
đô
̣
ng kinh doanh

1.1.1. 
1.1.1.1 c Marketing








































 














[13].






























 , 















 

. 



















 . 


















 , 





 ,
 


 , 
 . 










 , 












 [13].
1.1.1.2 




















, 
 


















 . 




























 .  4P: 
(Product), gi(Price), (Place), 

(Promtion) [13].
8


Hnh 1.1: Mô hnh 4Ps ca Marketing Mix
- 





: 






: 

, , , 

, 



, , . 










, , . 








[13].
- 





: 











,  , 
















 


. 
















 doanh. 
[13].
- 

 : 



 : 


, 






 , 




















 , 

























 





 . 









, 

, 





 [13].
9

- 







: 





















 

. 






 : ,  , 












,










, 








































[13].

 , 

,  , 






 , 












 . 
















 












.
1.1.2 .










 























.
- 

 











 , 




, 











.
- 










 














 , 











 , 
, 





, 

.
- 














, 






 , 


.
- 












 , 
10









 . 









 , 



 , 





 , 










 , 

, 





 , 






[13].
i vi nhc pha chic Marketing
c ch trng sau s  c
nhi ca th k a th k c, khi thuc
c ln  Th
c, Hoa K ng t c phm,
  a h sn xu      h      a
.Tu loi thuc cha tim mch,
huyc gii thiu ra th 
c mi bng Marketing, c th u ra cho
sn phm cn
nhu th k c tit bc khi
t thuc tr 
cht ch ht vi rt nhin xui hong
        gii     
Proctor&Gamble, Bayer cnh tranh khc lit,  Ving kin s


H, hong Marketing Mt
nh m chic trin khai vi mc
 phn.
1.2 . Nô
̣
i dung cơ ba
̉
n chin lƣợc Marketing Mix trong nga
̀
nh Dƣơ
̣
c phâ
̉
m
1.2.1 . 








1.2.1.1. 









11



  , 

















[13].


























, , 







, 





 





 ng, 





















. 




















 , cho ai,
? [13].













:
- 







.
-  





 ,  :
 ,  , 









.
- 









[13].
1.2.1.2. 










Sn phm c   c
t
    ng trc tip vi sc
khe cc ph

na tn sut s dc ph

 ng    c t 
cho th trong mn thng. Tuy
 i mt sn ph 
 u, th nghi     c phm ra th ng
ng phc tp so v 
12

Trong nhng chic v sn phng theo
n phc cha bn phm chi
sn phu phc v nhu cu sc kh
nh th mnh c  sn xuc
ph chim li th trong m ng c th. Hin
 gii tc Bayern tp trung ngun l sn xu
thuc cha bn tui. H nh
ph bin tung mc ph: suy gan, suy
thn, tim mch, huyp khp Vi th mnh s 
 c sn
phm thuc phm chc v 
c li, J&J ca M li t nh
vi rt nhiu sn phm phc v cho la tu: Vitamin, thuc h st,
thuc gic tai ng.
Ch ng cc ph ng ci thi 
phi trm tra gc khi tung ra th 
gii, nhi c phm phi tri qua h thng ki nh cht ng ICH
Q10/ISO9001 mth.  Vin phc phi
trng thu (


) ca b Y t, 
pht ra nhim v ng sn phng ni


ng chng sn phm, 


rn mng sn pht mt rt d
 u hai loi thung
vi gi  la chn sn ph
13

c phm hii nhng
c thit k i nhia.

Hnh 1.2: Mẫu mã cc sn phẩm thuốc ca Bayer
1.2.2 . 






1.2.2.1. 
























, , 









,


 cho doanh 























[13].














 : 



 , 





 , 












, , 
.











:
- 













: 







. : 
Marketing, 



, 







, 


. : , 
, 












.
- 











.
14

- .
- 





[13].
1.2.2.2. 









Chic t so vi mt s
 c t  vic sn ph
nhi sn ph
c ph ng rt lthu
ca sn ph, thuc tr cu so vi thuc
c tr 
Mt yu t n chin 
bic phn
hiu thu n mua thuc mc s p
t u h huc
mu quan trng nht. Nm bc
ng.
i vi nhng sn ph c cha nhng bnh phc t  
mch, ting, huy
n phm phc v mi c th, h 
 la chn v thu chp nhn mc li vi
n phm cha b u,
gi.c lnh tranh
rt , 1 v thuc tr ca
Westmont Pharmaceutical-M  ti Vi.ng.

c rt hn ch trong vic h n pha
nhng sn phi nhiu.
15

1.2.3 . 






1.2.3.1. 







































, 











 , 











  
, 







[13].













:
-  : 



 
, 











 ,















.
-  :  , , , 
[13].
1.2.3.2. 






ng: t
c ti,  






 , . Hin nay nhi n
c tip sn phm c truyn thng,
c ph
n m u thu mt s t
Nng, TP H c tip cc
m c n tc phm l gii
16

c tuy rt
 Vi i hn ch.
M quan tr
c phm vi chy
sn phm t y thu. Hin
c ph
c s ng. Ch  t nhii
 c phm ni ti : 



 c VTYT Ng 
C

 c M c, CTNHH T

 Ho
  TNHH 





    


Ving trong vi
n phm ra th ng.
i sn phm ra th c quy
 c ph     y thu   nh vi  

c 

 
sn ph       . Hin nay, nhi  c
phm t t
ng mi quan h v  mt s 
 c phm ch  c ta, rc
phi.

  c
c tip vu hn ch.
1.2.4 . 










1.2.4.1. 





















  
 , , 


, 

[13].
17
















:
- : 



, 








 . 
, 










 , 






















































. 







 : , radio, tivi, 



 , 
, , 



.
- :  ,


















. 
















 , 










 













.
- 







: 













 , 



 .
 : ti

,  ,  , 
 .  : 


a (
 ), 



, , 







 , 









, 



[13].
1.2.4.2. 












c hin nay s dng nhiu chin hn h
 ph hu hiu nhu chin
dch qum r c trin khai mt sn ph
i. Theo mu  M c
phm  M ng cng 2,5 t USD/ Vit Nam,
18

nh tay cho hong quc Hu
Giang cho bit, trong 6 thy mng
qu ng cho hong qu
 
c qung
 yu cn truy
  n truy      u nh 
i hiu qu cao nht m
  trong vic qu
ng v
c n ph
Chin d
bit so v c
s tit phc bi 
th      
i hiu qu c s dng r.
H  ph bin c
ch y   c khuyn m  ng 1,
hoc tng phiu gi gic phm ln rt
 

khuyn m  g Johnson &
i vi thu 
ng s di sn phm thuc Aspirin cho
tr em.  Vit Nam, 

 c phc 5 - Fidopharm
    i (t       
triu s c t .ng .