Giải pháp hoàn thiện hoạt động marketing cho sản phẩm gạch bê tông nhẹ của công ty eblock tại thị trường việt nam đến năm 2020

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BăGIÁOăDCăVÀăÀOăTO
TRNGăIăHCăKINHăTăTP.HăCHệăMINH



















h  




B GIÁOăDCăVÀăÀOăTO
TRNGăIăHCăKINHăTăTP.HăCHệăMINH















TS.ăNGUYNăTHANHăHI


 


LIăCAMăOAN
Tôi Gii pháp hoàn thin hot đng Marketing
cho sn phm gch bê tông nh ca công ty Eblock ti th trng Vit Nam đn
nm 2020

Các 


Tin s: Nguyn Thanh Hi 

tôi hoQuý Thy Cô Trng i
Hc Kinh T TP. H Chí Minh 

     Công Ty C Phn gch Khi Tân K Nguyên
(EBLOCK) và bà Nguyn Th Thanh Hng, Chuyên Viên Cp Cao B Phn
Marketing, 




TrnăNgcăHip


MCăLC
TRANGăPHăBỊA
LIăCAMăOAN
MCăLC
DANHăMCăBNG
DANHăMCăHỊNH
LIăMăUầầầầầầầầầầầầầầầầầầầầầầầầầầầ1
1. 
2. .2
3. 2
4.  2
5. 
CHNGă1:ăCăSăLụăLUNăVăHOTăNGăMARKETINGầầ ầầ.3
1.1.ăKháiănimăMarketingầầầầầầầầầầầầầầầầầầầầầầ.3
1.2. Vai trò Marketingầầầầầầầầầầầầầầầầầầầầầầầ 3
1.3 CácăniădungăcaăMarketingầầầầầầầầ ầầầ ầầầầầầầ.4


 
6
1.3.3.1 
1.3.3.2 
1.3.3.3 
1.3.3.4 
1.4ăNhơnătănhăhngăhotăđngămarketingầầầầầầầầầầầ ầầ11
1.5 Kinhănghimăđyămnhămarketingăcaămtăsăcôngătyăkinhădoanhăgchăbêă
tôngănhăăVităNamầầ ầầầầầầầầầầầầầầầầầầầầầ12
1.5
1.5
1.5 


1.5 
TịMăTTăCHNGă1ầầầầầầầầầầầầầầầ ầầầầầầầ16
CHNGă 2:ă THCă TRNGă HOTă NGă MARKETINGă CHOă SNă
PHMăGCHăBểăTỌNGăNHăCAăCỌNGăTYăEBLOCKăTIăVITăNAMă
GIAIăONă2011-2013ầầầầầầầầầầầầầầầầầầầầầầ 17
2.1ăTngăquanăvăthătrngăgchăbêătôngănhăăVităNamầầầầầầầầ17
-
2.1
 18
 

2.2ăGiiăthiuăcông ty Eblockầầầầầầầầầầầầầầầầầầầầ23
……………………………………23
 
.
2.2.3.1 

2.2.3.2 Kênh bá  
2.3ăHotăđngăkinhădoanhăcaăcôngătyăEblockăgiaiăđonă2011-2013ầầầầ25

2.3 26
27
2.3.4 D 
2.4ăThcătrngăhotăđngămarketingătiăcôngătyăEblock 2011-2013ầ ầầ 28
.28
 28
2.4.1.2 Nhà .


 



.

.


234

TịMăTTăCHNGă2ầầầầầ ầầầầầầầầầầầầầầầầầ39
CHNGă3:ăCÁCăGIIăPHÁPăHOÀNăTHINăHOTăNGăMARKETINGă
CHOă SNă PHMă GCHă Bểă TỌNGă NHă CAă CỌNGă TYă EBLOCKă TIă
VITăNAM NăNMă2020ầầầầầầầầầầầầầầầầầầầầ.40
3.1ăQuanăđimăvăhotăđngămarketingăvƠăđnhăhngăphátătrinăchoăsnăphmă
gchăbêătôngănhătiăcôngătyăEblockăđnănmă2020ăầầầầầầầầầầ40



3.2 Các giiăphápăhoƠnăthinăhotăđngămarketingăchoăsnăphmăgchăbêătôngă
nhăcaăcôngătyăEblockầầầầầầầầầầ ầầầầầầầầầầầầ44


 

3.3 Giiăphápăphátătrinăngunănhơnălc.ầầầầầầầầầ ầầầầầ49
TịMăTTăCHNGă3ầầ.ầ.ầầầầầầầầầầầầầầầầầầầ55
KTăLUNăCHUNGầầầ.ầầầ.ầầầầầầầầầầầầầầầầầ56
KINăNGHầầầầầầầầầ.ầầầầầầầầầầầầầầầầầầ57
DANHăMC TÀIăLIUăTHAMăKHO
PHăLC



DANHăMCăBNG
. 10
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 20



lock 2012-

 .43
.3 a
47

DANHăMCăHỊNH
Hình 1.1 Mô hình 4
Hình 1.2 
Hình 1.3 
Hình 2.1 

Hình 2.2 
Hình 2.3 .
Hình 2.4 .
Hình 3.1 .42
...44
Hình 3.3 ng ty Eblock 50

1
1
LIăMăU
1. TínhăcpăthităcaăđătƠi
 
.   
 cho 
các . 
. 
              
.
 

        Tuy nhiên,
 
và thói quen tiêu dùng .
Eblock  ng
                
, 
                
 p
p cho   
. Tuy nhiên, trong khi còn   công

           


Chính vì GIIăPHÁPăHOÀNăTHINăHOTă
NGă MARKETINGă CHOă SNă PHMă GCHă Bểă TỌNGă NHă CAă
CỌNGăTYăEBLOCKăTIăTHăTRNGăVITăNAMăNăNMă2020


2


2. Mcătiêuănghiênăcuă
- .
- Pcho sn phm gch bê tông nh ca
cônm .
- 
.
3. iătng,ăphmăviănghiênăcuă
- iătngănghiênăcu       

- Phmăviănghiênăcu
+             

.
+ 
n 10/7/2014.
4. Phngăphápănghiênăcu





5. Kt cuăcaălunăvn

- : C s lý lun v h ng marketing
- h ng marketing cho sn phm 
công ty Eblock ti Vi 2011-2013
- : Các g 
 ti Vi n nm 2020

3


CHNGă1:ăCăSăLụăLUNăVăHOTăNGăMARKETING
1.1. KháiănimăMarketing
Marketing là quá trình ho

 
: 
t các

: 

 
Qua các              
Marketing là 
 m
 
Ma 
            
 luôn  Marketing 



 

1.2ăVaiătròăcaăMarketing
Marketing            




  là
4


- 
- 
                

- 


-               
hà

 



- 


1.3ăCácăniădungăcaăMarketing
1.3.1ăPhơnăkhúcăthătrngăvƠălaăchnăthătrngămcătiêu


              


[16]. 



              
 
5


 khách
hàng khác nhau. 

-               
 
-               

-               

             
khách hàng (cá nhân và 
[16]

-  

              
trung)
- 


             

-  
  

-  : 
  


6


1.3.2ănhăvăsnăphm


[17]

 






1.3.3 Marketing hnăhp

Hình 1.1: Mô hình 4P trong marketing
(Ngun: Philip Kotler, 2009, Kotler bàn v Tip th, Nhà Xut Bn Tr, trang 97)
7


Marketingăhnăhp (marketing mix

T             
              
marketing mix (4P) :

(Promotion)
1.3.3.1 Snăphm (Product)
bao 
hì        u.   




       



 [3]

Hình 1.2: SnăphmăhuăhìnhăvƠăsnăphmăvôăhình
((Ngun: Philip Kotler, 2009, Kotler bàn v Tip th, Nhà Xut Bn Tr, Thành Ph
H Chí Minh, trang 99)
SNăPHM
Snăphmăhuăhình
- Bao bì
- 
- 
- 
- 
Snăphmăvôăhình
- Giao hàng
- 
- 
- 


8


1.3.3.2 Giáăcă(Price)
là
 công ty.

  Giá thành 


Hìnhă1.3:ăGiáăđuăraăcaăhƠngăhóa
(Ngun: Philip Kotler, 2009, Kotler bàn v Tip th, Nhà Xut Bn Tr, Thành Ph
H Chí Minh, trang 101)




[3].
1.3.3.3 Phơnăphi (Place)
ng
               
  và không gian.   

gó
 [5]. 

GIÁ HÀNG HÓA
Giá thành
Chi phí khác
- 
- 
- B
- 

ThuăGiáă
trăgiaătng
Khonăgimă
trădoanhăthu
- 
- 
- 
- 

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+
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9


- ng không qua



- ng 
gian khác nhau  hàng hóa. 
 
 
n 

1.3.3.4 Chiêuăthă(Promotion)
          giúp công ty  
 rong kinh
doanh.   
 [11]


 


Khuy


 Qà duy






10


Bngă1.1 Nmăcôngăcăphăbinătrongăhotăđngăchiêu th
Qungăcáo
- , phim
- 
- 
- 
-  , 
Khuynămưi
- m 
- , bán kèm, 
- 
- , 
Quanăhă

công chúng
- 
- 
- 
- 
- 
- 
Lcălngă
bán hàng
- 
- 
- 
- 
- 
Tipăthătrcă
tip
- 
- 
- ng
- 
(Ngun: Al & Laura, 2010, Qung cáo thoái v – PR lên ngôi, Nhà Xut Bn Tr,
Thi báo Kinh t Sài gòn, nm 2010, trang 20)


11


1.4ăNhơnătănhăhngăhotăđngămarketing

            








 

              
 





 


               


               
  

                 
12





 
nh thành công
 
 
 

 và   
 duy trì

.  

 [24]
 
quan tâm t. Do n
 nên t
 giúp khách hàng

 
là cách n sau khhi mua hàng,
 g ty

1.5 Kinhănghimăđyămnhămarketing caămtăsăcôngătyăkinhădoanhăgchăbêă
tôngănhăăVităNam
1.5.1 Kinhănghimăcaămtăsăcôngăty
1.5.1.1ăCôngătyăCăphnăbêătôngăkhíăViglacera
Khi    
          kinh doanh  2013  
13

                

nghiêm túc 
 

di.
B


 cao. 
ty Viglacera 
t. -
2012, 
cho công ty [19]
C
. 
nh  
lai.                

 ro trong
 
nh
  
. 
 bê tông công ty Viglacera.
1.5.1.2ăCôngătyăCăphnăVnhăcăSƠiăGòn
Nhà m

-

14


 
20
                
      

        




               t




1.5.2 BƠiăhcăkinhănghim
              
 
t , tác gi

doanh :
- kinh doanh lâu dài 
, , máy 
.
- 
t.
-  

 
nghiêm túc.
15


- 
 . Song
 các khóa  
cho 
-          
                
 ng các công trình
 


16


TịMăTTăCHNGă1
Trong Chng 1 tác gi trình bày lý thuyt v Marketing, các thành phn
ca Marketing cng nh trình bày bài hc kinh nghim trong vic kinh doanh gch
bê tông nh. Hin nay có nhiu cách hiu khác nhau v Marketing mc dù đây
không phi là mt khái nim mi. Theo tác gi Marketing là các nghip v tp
trung vào vic xây dng thng hiu cho sn phm, to dng hình nh đp trong
tâm trí khách hàng đ thu hút s quan tâm ca h nhm mc đích bán càng nhiu
sn phm và mang li li nhun cho doanh nghip. Marketing đc cu thành bi
5 thành phn. ó là: sn phm, giá c, phân phi, chiêu th và hot đng đnh
hng con ngi. Trên c s phân tích kinh nghim trong vic sn xut và kinh
doanh gch bê tông nh ca 2 doanh nghip đin hình là Công ty C phn bê tông
khí Viglacera và Công ty C phn Vnh c Sài Gòn, tác gi rút ra bài hc kinh
nghim chung cho các doanh nghip trong ngành. Nhng vn đ đc nêu trong
Chng 1 là c s đ phân tích thc trng hot đng marketing cho sn phm gch
bê tông nh ca công ty Eblock ti th trng Vit Nam trong giai đon t nm
2011 đn nm 2013.

17


CHNGă 2:ă THCă TRNGă HOTă NGă MARKETING
CHOă SNă PHMă GCHă Bểă TỌNGă NHă CAă CỌNGă TYă
EBLOCKăTIăVITăNAMăGIAIăONă2011-2013
2.1ăTngăquanăvăthătrngăgchăbêătôngănhăăVităNam
2.1.1ăTngăquanăvăsnăphmăgchăbê-tôngănh
2.1.1.1ăKháiănim

           Johan Axel Eriksson.
             
 
 
-  


-  


- m, cách nhi 

         

T

                

[19]