Một số giải pháp nhằm hoàn thiện hoạt động Marketing cho dịch vụ MyTV của viễn thông Tây Ninh đến năm 2020

BỘ GIÁO DỤC VÀ ĐÀO TẠO
TRƯỜNG ĐẠI HỌC KINH TẾ TP. HỒ CHÍ MINH


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NGUYỄN ĐĂNG HẠ HUYÊN

MỘT SỐ GIẢI PHÁP NHẰM HOÀN THIỆN HOẠT ĐỘNG

MARKETING CHO DỊCH VỤ MyTV
CỦA VIỄN THÔNG TÂY NINH ĐẾN NĂM 2020



LUẬN VĂN THẠC SĨ KINH TẾ








THÀNH PHỐ HỒ CHÍ MINH – NĂM 2013


BỘ GIÁO DỤC VÀ ĐÀO TẠO
TRƯỜNG ĐẠI HỌC KINH TẾ TP. HỒ CHÍ MINH


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NGUYỄN ĐĂNG HẠ HUYÊN

MỘT SỐ GIẢI PHÁP NHẰM HOÀN THIỆN HOẠT ĐỘNG
MARKETING CHO DỊCH VỤ MyTV
CỦA VIỄN THÔNG TÂY NINH ĐẾN NĂM 2020
Chuyên ngành: Quản trị kinh doanh
Mã số: 60340102

LUẬN VĂN THẠC SĨ KINH TẾ

NGƯỜI HƯỚNG DẪN KHOA HỌC:
PGS.TS. NGUYỄN THỊ LIÊN DIỆP

THÀNH PHỐ HỒ CHÍ MINH – NĂM 2013



LỜI CAM ĐOAN

Để thực hiện luận văn thạc sĩ “Một số giải pháp nhằm hoàn thiện hoạt
động Marketing cho dịch vụ MyTV của Viễn thông Tây Ninh đến năm 2020”,
tác giả đã nghiên cứu khoa học độc lập, tìm hiểu vấn đề, nghiêm túc làm việc
và trao đổi với Giảng viên hướng dẫn Phó Giáo sư, Tiến sỹ Nguyễn Thị Liên
Diệp.
Tác giả xin cam đoan đây là công trình nghiên cứu của riêng tôi, các số
liệu và kết quả trong luận văn này là trung thực.
Tác giả: Nguyễn Đăng Hạ Huyên.

MỤC LỤC






 
 1
 2
3.i  3
3.1.  3
3.2.  3
 3

 4
 5
C. 
 6
 6
 6
 7
 7
 7
 8
1.2.2.1.  8
1.2.2.2. G (Price) 9
 9
 9
 10

 10
1.2.2.7.  (Physical environment) 11
 11
 11
 11
 12
 14
 14
 15
1.4 . 19
1.4.1.  20
 20
 22
1.4.2  25

 25
1.4.2.2 -  26
1.4.2.3   26
1.4.2.4 Ho 26
1.4.2.5 . 26
1.4.2.6  27
1.4.2.7   27
 27

 31
 31
 32
 32
  33


2010, 2011, 2012 34
 36
 36
2.2.1  40
 44
 45
 47
  49
2.2.7 T 51
2.2.8. 
. 52
 52
 52
V

 52
 52
 52
 55
 60
2.3.2. 60
 60
 61
2.3.2.5 C 61
 61
 61

 61
 61

2.4. 62


 64
3.1. 
 64
3.1.1.  64
 64

 66
3.2.1  
Ninh 66
3.2.2. 
 68
 68

 69
 69
 71
 71
 72
 75
3.2.3  76
 76
 76



DANH MỤC CÁC CHỮ VIẾT TẮT
TT
Ch vit tt
Din gii
1
STB
Set- top -box
2
TTVT

3

Vi
4
VT-CNTT
Vi 

DANH MỤC CÁC BẢNG BIỂU

TT
ng
Trang
1
B liMyTV cn
2010-2012
1
2

33
3
B
n 2012
34
4
Bn 2010-
2012
35

Bng 2.4: S lich v n t
n 2012.
36
5
Bng 2.5u t ca sn phm dch v
37
6
Bng 2.6 u t cc MyTV
40
7
Bng 2.7 a My

41
8
Bng 2.8a MyTV
42
9
Bng 2.9 : Mc dch v u (PayTV)
43
10
Bng 2.10: Mc dch v ng cho tt c 
c
43
11
Bng 2.11 : Kt qu khc tri
44
12
Bng 2.12 : Kt qu khc tr
45
13
Bng 2.13 : Kt qu khc tr
47
14
Bng 2.14 : Kt qu khc tr
49
15
Bng 2.15: Kt qu khng vt cht ca MyTV
51
16
6: 
57
17


60

DANH MỤC CÁC HÌNH VẼ, ĐỒ THỊ
TT

TRANG
1
n cu
4
2
n ca dch v
14
3
u t ng ti chic Marketing ca doanh
nghip
20
4
 t
23
5
n SWOT
29
6
 th

37
7
 th


41
8
 th

44
9
 th
 c
46
10
 th
quy tr
48
11
 th

50
12
 th
ng vt cht c
51
13
3.1: Ma trn SWOT ca dch v MyTV t
66



1
MỞ ĐẦU
1.Sự cần thiết của đề tài

              

, video 


 
 
 IPTV) 


09/2009,        
 

 
 . 
2010 2012.
Bảng MĐ.1: Số liệu thuê bao MyTV của VNPT Tây Ninh giai đoạn 2010-2012



bao MyTV





bao MyTV





0
11.462
1.217
10.245

10.245
11.115
895
20.465

20.465
5.930
765
25.630
(Nguồn: Báo cáo nội bộ - Phòng Mạng Dịch vụ VNPT Tây Ninh).





2





 
          
.

, 
 
   
    o           



   “Một số giải pháp nhằm hoàn thiện hoạt
động Marketing cho dịch vụ MyTV của Viễn thông Tây Ninh đến năm 2020”
           
Ninh          

 
2.Mục tiêu nghiên cứu:
-  
-  cho ng
 . 
, 
 .
- 
i ,  


3

 .
3.Đối tƣợng và phạm vi nghiên cứu
3.1. Đối tƣợng nghiên cứu
H  .
3.2. Phạm vi nghiên cứu

gian  
  

2010  2020.
4.Phƣơng pháp nghiên cứu
- 

- 



-  

 

 


- 
o       

          



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

o .


 

o Thu th
 

    -          

         
  


.
5.Quy trình nghiên cứu










Hình MĐ.1. Năm giai đoạn của quá trình nghiên cứu
(, 2011)

 

 
B

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6.Kết cấu của nghiên cứu
              bao
m:
C: Mix 
C 2:        
.
C 3: 





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CHƢƠNG I. CƠ SỞ LÝ LUẬN VỀ MARKETING, DỊCH VỤ VÀ
MARKETING DỊCH VỤ

1.1. Một số khái niệm về Marketing
1.1.1. Khái niệm Marketing truyền thống

, 


          
 
              





   h     k    
 
             
 


 
. (


  




7
1.1.2. Khái niệm Marketing hiện đại
            

             




  







  
2009).
            

              


1.2 Tổng quan về Marketing dịch vụ
1.2.1 Khái niệm về Marketing dịch vụ







8




-  

- 
.
- 


- 

1.2.2. Các thành phần của Marketing Mix Dịch vụ
) 


1.2.2.1. Sản phẩm (product)







.
 



9
           

.
1.2.2.2. Giá (Price)



       





1.2.2.3. Địa điểm (Place)

            

            




1.2.2.4. Truyền thông cổ động (Promotion)
 



               




10
  



1.2.2.5. Nhân viên (Persons)





             



  





1.2.2.6. Tiến trình (Process)
a



B
.
 




11



.
1.2.2.7. Môi trƣờng vật chất (Physical environment)




 


M

 
. 

1.3. Đặc điểm của Dịch vụ và đặc điểm của dịch vụ MyTV
1.3.1. Khái niệm và đặc điểm của dịch vụ
1.3.1.1. Khái niệm dịch vụ





. (,2008, trang 6).
, 
qua:


12
- 
,  

- 




- 

  


- 



1.3.1.2. Đặc điểm của dịch vụ

 
a. 











13


b. 








 


            

               



c. 


 






14

          


Hình 1.1: Bốn đặc tính cơ bản của dịch vụ

d. 


 
          




 
 
2008).
1.3.2. Đặc điểm của dịch vụ MyTV
1.3.2.1 Tổng quan về dịch vụ MyTV
       
-




 




15



ivi  
MyTV - 


 

Tivi.
  
 






              
Set-Top-
1.3.2.2. Đặc điểm của dịch vụ MyTV
D  
a. Nhóm 1- Truyền hình
- Dịch vụ Truyền hình
            


