Một vài giải pháp digital marketing cho công ty CP appota

Một vài giải pháp Digital Marketing cho Công
ty CP Appota


Trần Vinh Quang


Đại học Quốc gia Hà Nội
Ngành: Quản trị kinh doanh; Mã số: 60 34 05
Người hướng dẫn: TS. Trần Đoàn Kim
Năm bảo vệ: 2012


Abstract: Marketing can be found everywhere; people are bombarded with television
commercials, direct-mail offers and sales calls. Simplified, marketing is only a two-way
process, even though four stages can be recognized. These are designing, developing,
delivering and determining value. Baines et al. (2008, 17) stresses that a two-way
process includes a customer and a marketing organization.In Vietnam perspective to
marketing is very different. They emphasize the importance of market segmentation and
positioning instead of other features. As can be seen, marketing is a wide and versatile
term, which includes many dimensions of business activities. Whatever determination is
used, the terms value, customer needs and information are often mentioned. Therefore,
when thinking of promotion, which is a vital part of the marketing process, it is good to
bear in mind that many features affecton the result.The digital marketing, also known as
doing marketing using digital tool base on Internet and Mobile Network is included
Online Marketing, Web marketing, Mobile Marketing, Social Media marketing Etc.

Keywords: Quản trị kinh doanh; Marketing kỹ thuật số; Công ty Appota; Marketing

Content
vii

TABLES OF CONTENTS

AKNOWLEGEMENT i
ABSTRACT ii
TÓM TẮT iv
TABLES OF CONTENTS vii
LIST OF TABLES AND FIGURES x
ABBREVIATIONS xi
INTRODUCTION 1
1. CHAPTER 1 - LITERATURE REVIEW 4
1.1 Overview of marketing 4
1.1.1 Marketing in general 4
1.1.2 Marketing management 4
1.1.3 Shift in marketing management 6
1.2 Digital Marketing 7
1.2.1 Definition 7
1.2.2 The advantages and disadvantages of digital marketing 8
1.2.3 The factors that influence in Digital marketing 10
1.3 Majors marketing tools in digital marketing 12
1.3.1 Email marketing 12
1.3.2 Online advertising 15
1.3.3 Affiliate marketing 18
1.3.4 Viral marketing 20
1.3.5 Social media marketing 22
1.3.6 Search engine marketing 26
1.3.7 Mobile marketing 29
2. CHAPTER 2 - ANALYSIS OF DIGITAL MARKETING SITUATION OF
APPOTA JSC 34
2.1 APPOTA‟s introduction 34

2.1.1 General information 34
viii

2.1.2 Products and services 37
2.1.3 Customers 38
2.2 Digital marketing macro-environment analysis 40
2.2.1 Legal – political environment 41
2.2.2 Economics environment 42
2.2.3 Social – cultural environment 42
2.2.4 Technological environment 43
2.3 APPOTA‟s Digital Marketing situation analysis 49
2.3.1 Company factors influencing marketing activities 49
2.3.2 Market factors and trends 50
2.3.3 Future competitors and Appota analysis 501
2.3.4 Current major marketing tools 514
2.4 Evalution of Appota‟s digital marketing 60
2.4.1 Pros 60
2.4.2 Cons 62
3. CHAPTER 3 – SOME DIGITAL MARKETING SOLUTIONS FOR APPOTA
JSC 63
3.1 Recommended in major digital marketing tools 63
3.1.1 Online advertising 63
3.1.2 Social media marketing 63
3.1.3 Viral marketing 65
3.1.4 Mobile marketing 66
3.1.5 Market research 67
3.1.6 Management process 67
3.2 Action plan 68
3.2.1 Action plan for each step 68
3.2.2 Budget and other resources 69

3.2.3 Schedule 70
3.2.4 Control and Evaluation 70
3.3 Other suggestions for company 70
ix

3.3.1 Differentiation-Focus to market segment 70
3.3.2 Focus in product‟ development and innovation 71
3.3.3 More suggestions to improve 72
4. CONCLUSION 77
REFERENCE 79
APPENDIX 1 SAMPLES OF WEEKLY CONTENTS PROVIDED TO APPOTA
USERS 80




79

REFERENCE

BOOKS
1. Kotelnikov, Vadim, “Sustainable competitive advantages, How to survive against
your competition over a long period of time”, Ten3 Business e-Coach, Business
Coach.
2. Kotler, Philip, “Marketing Insight from A to Z – 80 concepts every manager
needs to know”, John Wiley & Son, 2003, P.171
3. Stoke, Rob, “eMarketing – the essential guide to online marketing”, Quirk
eMarketing (Pty) Ltd., 2008, 2
nd
edition, pg.71, pg.258-259

4. National Steering Committee on CTI and Ministry of Information and
Communication, White Book 2011 - Information Data on Information and
Communication Technology Vietnam 2011, Information and Communications
Publishing House, 2011, pg.33, pg.35, pg.47, pg.51
5. Vietnam Smartphone Operating System Share (GFK report, Q2 2012)

WEBSITES
1.
2. />now-fit-in-your-pocket/
3.
4. Google Analytics counting
5. APPOTA