Hoàn thiện chiến lược phát triển thương hiệu cho công ty TNHH công nghệ thông tin blitz việt nam

CHI CING 1. CO So Li? LU4N CHUNG VE CHIEN LUI;1C PHAT MIEN
THUVNG
1.1 Ting quan thwang hitt'
1.1.1 Cic khii niem vi thirung hien
Tir "thin:mg hieu" (Brand) c6 nguen etc to chit Branch, theo tieng Iceland co
nghia clang diu, xuit phit tir thbi xa xua, khi nhOng chit trai chin nuoi mute phin
biet din ciru cua minh yea nhitng din ciru khic, hp di dimg met con diu bing sit nung
de deng len lung tang con met, thong qua Q6 khing djnh gii tri hang hoa vi quyen se
hitu dm mirth. Nhu the, thuong hieu xuit hien tfr nhu ciu to sv khic biet cho sin
phim cua nhi sin xuit.
Hien nay, thuot ngit "finical hieu" dang dtrqc sir Mpg rat reng rii 6 Viet Nam.
Tuy nhien, yin dang tan tai nhieu cich giii thfch khic nhau xoay quanh thuilt no/ niy.
C6 nhieu cich di djnh nghia thuung hieu:
Thuong hieu, theo TO chirc so Mtn trf tue the gi6i WIPO, la
mat defu
hieu dac
biet de nhan biit mat san pham, mat hang Ma hay mat djch vy new do dupt san xue
r
it,
chtqc cung ccip bbi mat to chtic hock mat ca nhan.
Hiep hei Marketing Hoa Ky (AMA) (Anil nghia:
"Thuong hieu
la
mat cal ten, tit ngIt, kY hieu, bilu titcmg, hinh that

hock
tap hop cac yiu
to
Din nhc3m xcic djnh va plan biet hang hem, djch
vy
caa mat nguai

hock mat nhom ngueri ban veri hang hoa va djch vie ctia ccic dot thti cgnh tranh".
Theo quan diem mei nay nay efts Kevin Lane Keller, thus:mg hieu li
"mat tap
hpp nheng lien Mang trong tam tri ngueri tieu ding, lam tang gici tri nhan that ctia
mat san phtim hock djch vv"
Tom loi, du sir ding nhOng cich thirc vi ciu chit khic nhau de the hien nhung
hiu het cic nhi nghien city cling nhu cic nhi kinh doanh ngity nay deu c6 chung met
then nhat ring thuang hieu kheng chi li sin phim, mi n6 c6 nhftng yeu t3 elm phin
biet sin phim d6 v6i nhitng sin phim khic dtrqc thiet ke de dip img cling met nhu
eau.
1.1.2 Thinh phin cilia thin/mg hien
Thuong hieu bao gem hai thenh phin nhu sau:
Phdn dpc dupt
Bao gem thong yeu to c6 the dqc &um, tic deng vio Minh giic cic ngtrei nghe
nhu ten gqi ding ty, doanh nghiep (vf do this: Gateway, Pgrand, 3M ), ten sin phim
(555, Coca-Cola ), ciu Ichiu hieu (slogan) (tic trung (Rd yeu Viet Nam), dotm nhoc,
vi cic yeu to phit am khic.
1
PhAn khong doc dtax
Bao
gam then yeu t6
khong doe dutrc ma chi c6 the cam nhon duce bang thi
giic nhu hinh ve, bieu tuqng (hinh bong sen cua Vietnam Airlines), net che, mau sec
(miu xanh cila Nokia, de ciut Coca-Cola), kich cb hay kieu ding thiet ke, bao bi vi
cac
yeu t6
nhOn biet bing met khic.
1.1.3 Cic loii throng hita
The
tiep con dm

quirt trj thuong hieu vi marketing, thuang hieu c6 the chia
thinh brin nh6m: thuong hieu ci biet, throng hieu gia dinh, thuang hieu top the
(throng hieu nh6m) vi thuung hieu
qu6c gia.
Throng hieu cb bift
Thuang hieu ci
biet (con duqc gpi IA thuong hieu
a the
hoOc thucmg hieu
rieng)
la
thuang hieu ctia tang cluing loci hoec tang ten hang hem vi djch vo co the. Val
throng hieu ca
biet, mai
lotti hang Ma, djch vo se mang mOt thuung hieu, nhu voy mOt
doanh nghiep sin xuit vi kinh doanh nhieu hang hem khic nhau ce the c6 nhieu
thucmg hieu khac nhau. Vi dµ nhu
Ong
Thp, Dielac, VFresh IA nhemg throng hieu ci
biet ciut Cong ty sera Viet Nam Vinamilk.
Dec diem ciut loai thucmg hieu nay la thtrimg mang nheng thong diep ye nhting
Wing Ma co the (nhu firth niing n6i trOi, tinh uu viet, nheng den ich dich thvc ) vi
duce the hien tren bao bi hoec chinh
1£1 s r
ca biet ctia bao hi hang hoa. Lodi thuang
hieu nay cling ce ci tinh rieng biet, luen to cho ngu?ri lieu dung mOt co hOi Iva chon
cao ngay ca trong truong hop d6 IA nhang thuong hieu thutic sa her alga cling mOt
cong ty.
Throng hifu gia dinh
Thuang hieu gia dinh la

thucmg hieu chung cho tit ci cic hang Ma, djch vo cita
mOt doanh nghiep. Mpi hing Ma thuOc cic chung loci khic nhau caa doanh nghiep
deu mang thucmg hieu nhu nhau. Vi dµ nhu Vinamilk (gin cho tit ca cic sin phim
cilia Vinamilk, to sita tuoi, sera chug, ph8 mai )
Dec diem curt thuong hieu gia dinh IA Unit khiti quit rat cao vi phiti co tinh dai
dien cho tit ca cic chimg loci hang h6a cart doanh nghiep. Mgt khi tinh dal dien vi
khai quit bi vi pham hay mat di, ngteri to se phiti nghi ngay den viec tao ra thong
thuang hieu ca biet cho timg chAng Iota hang h6a, djch vo co the de chin khong Anti
htrang den thucmg hieu gia dinh. Vi nhu Kinh D8 IA thucmg hieu gia dinh vi de tao ra
cho khich Wing mOt top hinh Anti ve nhitng sin phim birth kg°, ntumg khi doanh
nghiep nay ce y d$ kinh doanh riffling sin phim thuOc nhem king khic nhu ca phe, mi
An lien thi viec sou dtmg thuong hieu gia dinh c6 the se trey nen bit lqi cho viec nhon
2
Thang Long University Library
dien thuong hieu. Thucmg hieu gia dint c6 the xuat hien doe lop tren hang Ma hoac
ce
the di ken' Gang thuong hien ca biet hay thuong hieu quit gia.
Thuong hieu tdp the
Thuong hieu top the (con dtrqc gqi la thuong hieu nh6m), la thuong hieu ciut mot
them hay mOt so chimg lo#i hang has nao de, c6 the do mOt don vi san )(at ho6c do
cac don vi khac nhau cling sat xuit va kinh doanh, vi du nhu g6m Bat Trang, nuor
main
►

Phu Quoc
Thuong hieu tap the cling c6 the la thuong hieu chung cho hang hea coa the
doanh nghiep khac nhau trong con mOt lien ket nao d6 (hiep hOi nganh hang, khu vuc
dja ly, tap Joan kinh te ). Vol mOt cling ty cling 0 the hinh thanh thuong hieu nhem,
nhu trtrOng hqp cita Tap &In Unilever c6 rat nhieu cac thuong hieu khac nhau nhu
Dove, Omo,

Thuong hiesu quoc gia
Thuong hieu vac gia lit tap hqp the lien ttemg va nhan thirc cita tong dang lie
hinh anh va ban sac ctia mot qutic gia, trong d6 hinh anh qua& gia glint cac yeu t6 nhu:
ten pi, khiu hieu, ljch sir quec gia, tic vj tri dja 15f &lc thu, con nguiri, moi trueng
song va lam viec, du ljch, thanh ttru lie kinh to - van hea - xi hOi, nhen thirc cita tong
ding, hinh imh lie sq van dOng caa qu6c gia din de ben sic tuong lai Ban sic qu6c
gia thuong the hien hinh anh mong tree trong tucmg lai cua qutic gia gin ten quOc gia
d6 \Teri cac gia try' nhu: than thien, da clang, yin mirth, truyen thong, sang tao, chit
luqng, hal Thuong hieu quit gia ciut Viet Nam la Vietnam Value hay cilia Thai
Lan la Thailand's Brand
DO diem cilia thuong hieu quit gia la thuong 0 tinh khai quat va trim tucmg rat
cao va king bao gib dimg dOc lap, luon phai gin lien vai the thuong hieu ca biet hay
thuong hieu thorn, thuong hieu gia dinh.
1.1.4 Vai tro cult thuong hi4a
1.1.4.1 Vai trb ctia thuong hi!u
a
Width:nit nghifp
Thuong hieu gift mot vai fro quart trong doi vei doanh nghiep trong viec tao citing
vi bito ye birth firth, gia tit omen so hftu trong qua trinh phat trier cfia doanh nghiep.
Thuong hieu mo dyng hinh anh doanh nghiep va san phcim trong Mm tri ngurn
tieu dung
Ngtrbi tieu dung se ltra chip hang Ma thong qua su cim than ciut mirth, khi mot
thuong hieu lan diu xuit hien tren thj trubng, ne holm town chtra co duqc mot birth firth
nao trong tam tri nguei tieu dimg. Nhitng thuOc tinh cita hang hea nhu ket tali, hinh
clang, kith think, mitu sic, hottc cac djch lip sau ban hang se la tier de de ngtrobi tieu
3
ding Iva chcm chimg. Qua thbi gian, bing kinh nghiam trong sir dung WI 'thing th8ng
dip ma thucmg hieu truyen tai den ngubi tieu dimg, vi tri vi hinh anh dm hang Ma
duqc djnh
vi din din trong tam tri khach hang.

Th8ng qua djnh vj thuong hieu, tuna tap khach hang
duqc !filth thimh, cac
gia tri
ca nhan ngubi tieu ding din dtrqc khing djnh. Khi di, gia tri cua thuang hieu dtrqc
djnh 1111111 vi ghi nh#n thong qua
cac
bieu hien nhu ten pi, bieu trung va khiu hieu cia
thuong hieu. Nhung tren het,
a
cb duqc sv ghi nlartn d6 chinh la chit lucmg king hem
djch vu va nheng gia tri duqc gia tang ma ngubi tieu ding va khach hang cua doanh
nghiep co duqc tir hoot gong cia doanh nghiep (phuang thirc ban hang, m6i quan he
chart mvc trong giao tiep kinh doanh, cic djch
vu
sau ban, quan he ding ching,
cac
gia tri truyen thong cia doanh nghiep )
Thurmg hieu nhu mat led cam kit giaa doanh nghiep va khdch king
Su dm
nhon cua ngubi fieu ding d6i vOi sin phim cia doanh nghiep dva vao rat
!lieu yeu t6 nhu cac thu6c tinh dm hang hia, dich vu di kern, uy tin va hinh anti cia
doanh nghiep trong din tri ngubi tieu ding. Mat khi ngubi tieu ding di Iva chip son
phim mang mat thuang hieu nao d6 tic la hq di chip nhan va girl gim long tin vao
thuang hieu db.
Cac
thong diep ma thuang hieu dua ra trong the chuong trinh truyin thong Won
to mat sv kich thich, I8i cutan khach hang. NO chia dung mat n'Oi dung nhu nhUng
cam ket ngim djnh nao di cua doanh nghiep ye chit lucmg hang hem ho#c nhemg lqi
ich tiem An ti viac sir dung hang Ma. Tuy nhien, nheng cam ket nay hoan toan 'thong
hi rang buac ve mat phap 19, nb chi ductc ring buac bing uy tin cia doanh nghiep va

sv trung thinh cia khach hang. Khach hang o5 thi ngay tic quay lung loi vai
doanh nghiep va toy chay hang Ma cia doanh nghiep neu sv cam ket ngAm djnh bj vi
phom. Ben canh de, yeti m6i son phim con cb nhing cam ket mang tinh phap 19, buac
sin phim phai dip ing. DO la cam ket ve thanh phin, di) ben, ket cAu vi !thong cam
ket chit ltrung khic.
Thurmg hieu nhdm phan doon thj truemg
Trong kinh doanh, the cong ty lueon dua ra mat to hqp the thuac tinh ly Meng ve
cac the monh, lqi ich dich dive va dac ttung not trOi
dm
hang Ma, djch vu sao cho phi
hqp 'yea nhu ciu vi thj hiku tang nhim khach hang col the. Thucmg hieu vbn chic fling
/than biet va phin biet se 1;4 doanh nghiep phan doon thj tru?mg. Bing cach Mo ra
nhitng thuang hieu ci biet, doanh nghiep di thu hit duqc sv chi 9 dm khach hang
hien hitu cling nhu tiem nitng cho tang citing loci hang Ma. Vai timg citing loci hang
Ma cu the mang Wiling thuang hieu cu the se Luang ing veri tong tap khach hang nhit
dinh.
4
Thang Long University Library
Thuong hieu kheing trqc dip phan dogn thj truong ma chinh qua trinh phial dogn
thj truth% da doi hei an ce thuong hieu thick hip cho tang phan dogn de djnh With
mOt gia trf ca nhan nio d6 curt ngubi tieu dung. VI the thuong hieu thyme sir quan trong,
gop phan djnh Ifinh it net han cho mai phan dogn thi trvong.
Thuong Neu tgo nen str khdc biet trong crud trinh phdt triin san phdm
XuAt ph& tir nhftng djnh vj khac nhau cho thing chimg logi hang hi% yeti nhftng
thuong hien khac nhau, qua trinh phat then ciut san phtun cling dirge khic sau
han
trong tam tri ngubi lieu dung. Cling Arai sir phat trier cua san pham, ca tinh thuong
hieu ngay tang doge djnh Ifinh vi the hien r8 net, thong qua de cac chitin lucre sin
pham se phiti phi) hip va hiti hem hon cho tong chfing tool hang h6a. MOt san pham
!chic biet vii nhftng sin pliant khac beri cac tinh nang, ding dung cling nhu djch vu

kern theo ma theo d6 to ra stir gia tang ctia gia tri stir dung. Thuong hieu c6 &Au hieu
ben ngoai de nh6n citing sub Ichfic biet de. Mei chung logi hang h6a hoc
Pin
hip
hang h6a duct djnh vj cu the se ce nhftng khac biet co bin ve cling dung ho(ic tinh
nang chit yeu va chang thuong mang nhOng thuong hieu nhat djnh phu thuOc vim
chitin huge ciut doanh nghiep. VI the chinh thuong hieu da tgo ra khac biet de nhon
thay trong qua WM phat thin curt mOt t$p hocmOt deng sin pham.
Thuong hieu mang Igi nhismg 10 ich cho doanh nghiep
MOt thuong hieu khi de ducat chap nhon se mang Igi cho doanh nghiep nhftng lqi
ich dich thqc, de nh$n thay. D6 la khit nang
Pep
thj trubng mOt each
a
ding han,
sau rOng hon, ngay ca khi d6 la mOt Chung loaf hang h6a m6i.
MOt hang h6a mang thuong hieu
ntoi Peng
e6 the bin dirge vii gia cao hon so vii
cac hang hem tuong to nhung mang thuong hieu xa la. Dieu d6 c6 duce la nho long tin
cua
khach hang vii thuong hieu. Thuong hieu uy tin yeti chat luqng cao khong the c6
gia thAp, do de lqi ich doanh nghiep fro nen cao han khi kinh doanh sin pham cart
thuong hieu uy tin.
MOt thuong hieu mph se gifip bin duce nhieu hang han. Khi thuong hieu dirge
ngubi fieu dung chap nhen va tut chuOng se tgo dung ducat long trung thanh cua Ichfich
hang, lie d6 ngubi lieu dung se kh8ng xdt net
km
chip hang hem ma hq 'dm c6 xu
hiring Itra chqn hang h6a tin ttemg. Day chinh la vai tre rat tich eve coa thuong hieu

xet theo goc dO thuong mai va lqi nhufm.
Thuong hieu gitip thu hilt cdc nha ddu to
Thuong hieu n6i tieng kheing chi tgo ra nhftng lqi the nhat djnh cho doanh nghiep
trong qua trinh ban hang va cung cap djch At ma can tgo dieu kien va nhu mOt sir dim
bao thu hitt dau to va gia tang cac quan he bgn hang. Khi da c6 duqc thuong hieu
noSi
cac nha
du to
cling Idtang can e ngai khi dau
to vio
doanh nghiep, co phieu ala
5
doanh nghiep se dugc cac nha diu to quan tam hat; bun hang cita doanh nghiep cling
se sin sang hgp tic kinh doanh, cung dip nguyen lieu va hang Ma cho doanh nghiep.,
nhu vay se to ra met mai truing thuen lgi cho doanh nghiep trong kinh doanh, gep
phin giam gia thanh sin phim va ruing cao sirc canh tranh ccut hang h6a.
Thuang hieu M tai san vo* hinh va rat có gia aria doanh nghiep
IChi thuang hieu tre nen c6 gia tit ngubi to se sin sang thgc hien vier chuyen
nhugng holtc chuyen giao quyen sir dung thuong hieu de. 'Chi thuang hieu d3 ceo chi
dung trong bang khach hang, gia tri curt n6 phai bao grim ci uy tin va str yeu thich ma
Ichach hang danh cho n6 cling nhu dO pit trong thin thfrc tren thj Inking va ke
ca
nguton than lgc tet !that dang lam viec tai doanh nghiep.
1.1.4.2 Vai trb cot; awn hies dai vat Mulch hang
Truett day, chimg to thublig sir dung thuang hieu kern theo ten Ong ty va sin
phim lam ding cu M trq chling tre nen hip din han dog vei ngubi tieu dung. Ngity
nay, met thuang hieu con c6 kha nang phan biet, dim bao ve chit lugng, ca se ctia
niem tin, to ra gia tri cam xfic, twig thanh trong ngubi tieu dung va dinh huOng trong
tieu dimg.
Thuang hieu ghip nguai tiers dung phan bier hang hoa

Thuong hieu giup ngubi tieu dOng phan biet nhanh cheng hang Ma can mua
trong muon van cfic hang Ma cling loci khac, gep plan xac djnh dugc nguen gee
xuAt
xir dm hang hea. Mai hang hea do met nha cung cap khac nhau se mang met ten ggi
hay cfic din hieu khac nhau, vi the thong qua thuang hieu, ngubi tieu dimg ce the then
clang
a
clang hang h6a hoac djch vu cua tfrng nha cung cap. C6 met thgc to la ngubi
tieu dimg luen quan tam den cong dung Mac lgi ich dich thgc ma hang h6a, djch
vu
mang lui cho hq. Nhung khi can phai lya chpn hang h6a, djch vu thi hAu het hg lai luon
de
y den thuang hieu, xem xtt hang Ma, djch vu cita nha cung cap nao, uy tin hoac
thong diep ma hq mang den la gi, nhitng ngubi fieu clung khac c6 quan tat
' n va de
sr
den
hang hea mang thuang hieu de khemg. Nhu v$y, thgc chit thuang hieu nhu met
lbi
giei thieu, met thong diep va diu hieu quan frog de ngubi tieu clang can al vao de
dua ra phan
quyet cuei cling ye
berth vi mua sAm.
Musing hieu g6p ph4n tgo ra gib tri cá nhon cho nguiri tieu dung
Thuang hieu geop phalli too ra met gia trj ca nhan cho ngubi tieu dimg, met cam
giac sang trgng va dugc ton vinh. MOt thuong hieu
nog geng se
mang den cho Ichich
hang met gia tri ca than ntio de trong cOng clang, ne lam cho ngubi tieu dimg c6 cam
giac sang trcong ham,

not
bat hot, ding cap han vi dugc ton vinh khi tieu dung hang
hea mang thuang hieu d6. Dieu de chi c6 the c6 dugc met kW thuang hieu da dugc
djnh vi r8 rang va da dugc ding chimg biet den, tin ttemg. CO the thin they ring,
6
Thang Long University Library
chinh doanh nghiO vei chien lucre djnh vi cos minh da too ra mat hinh tuvng ye hang
hes trong tam tri khach hang nhung chinh khach hang loi lit nhang nguoi dua hinh
tutyng de trO nen c6 y ngifia hcm, khac biet hon.
Throng hieu gitip ngued Wu clang yen tam hcm ve chdt luvng, gicim thiiu
nii ro
trong tieu ding
Khi nguti tieu dung Iva chip mot throng hieu tic la hp da girl gam niem tin vao
throng hieu do. HQ holm town yen tam ve chit luqng hang Ma, nhang djch vv di kern
vi thai dO (mg xir ciut nhit cung cap voi cic sv c6 xity ra vai hang Ma, djch vv.
Nguti tieu dung khi can din do ve the dO bao hanh &Si win hang hem mang mot
thuong hieu nao d6, hp se khong dua ra guy& djnh mua sum hang h6a d6. CO rat
nhieu
hang h6a Iva chin ma chit luqng curt cluing ye co ban kh8ng thua kern hoac thorn chi
hoan town ngang bing nhau yeti hang hes tircmg ttr mang thuong hieu Ichac. Nhung sv
gia tang nhang gia trj ma hang h6a mang loi (che dO bao hanh, djch Ai di kern, sv an
can va chant chat khich hang) va nhang thong tin ve thuong hieu se lutln too cho
khkh hang mot tam 19 tin ttkmg, dim dit hp di den
quyet djnh
tieu dung hang hes.
Lva chin mot thuong hieu, ngirM tieu citing luen by vong giam thieu duqc da
nhang riti ro c6 the gap phai trong tieu dung. Tit ca nhang rao can d6 c6 the loci be
khi thuong hieu da duqc djnh With trong tam tri khich hang.
1.1.5 Chin Bang ala thmmg hieu
1.1.5.1 Char ming nhOn biit vd ph& bit

Day la chirc Wing rat 4c trong vi quan tong ala throng hi'eu. Co the n6i, chirc
tiling
gac
curt throng hieu la Oki biet va nhOn biet. Kha nang nh#n biet duqc ctia
thuong hieu la
yku quan
tong khong chi cho ngrubi lieu dung ma can cho ca doanh
nghiep trong quan trj va dieu Wirth hoot dung curt doanh nghiep. Thong qua thuong
hieu, nguM tieu dung va nha sin xuit co the
a
clang phan biet va nhon biet hang hea
dua
doanh nghiep nay v6i cic doanh nghiep khic. Top hqp cac dau hieu curt thuong
hieu (ten hieu, bieu trung, bieu ttrqng, khan hieu hoac kieu clang dac biet ala hang h6a
va bao bi ) chinh la can dti de nhon biet va phan biet. Thucmg hieu ding deng vai tr6
rat tich cvc trong phan clop thj twang cum doanh nghiep. Mei hang h6a mang thuong
hieu !chic nhau se dua ra nhang thong dip khic nhau dva tren nhang diu hieu nhit
djnh nhim dip img nhitng ky vpng vi thu but sv chi
9
dm nhemg
tap khic hang khic
nhau.
Khi hang Ma cang phong phO, da dung thi chirc Wing phan biet cang
tar
nen quan
trpng. MQn dau hieu gay khe khan khi phan biet se lam giarn uy tin va can ter sv phit
trien curt mot thuong hieu. MOt thuong hieu dirge duet lop nhang thieu ving chirc
7
!tang phan biet vi nhan biet se khong duqc ding nhon dual gee dO phap ly va co the
din den sir that bai trong chien luqc cita doanh nghiep.

1.1.5.2 Cher ning thong tin vd chi din
Chirc nang thong tin va chi din cua thuang hieu the hien 6 chi, th8ng qua !thing
hinh anti, non net hoac cac dau hieu khac cling nhu khiu hien coa thuong hien,
ngteri tieu dung c6 the nhan biet
duqc
phin nao ye gia trj sir dung ctia hang h6a,
nhirmg ding ding dich thvc ma hang has de mang lei cho ngubi tieu eking trong hien
tpi
va tuong lai. Nhfng thong tin
ye nai
san
mat, ding cap cilia hang hem cling nhu
dieu kien tieu cling ce the phan nao duqc the hien thong qua thuong hieu.
NOi dung cita thong diep ma thuang hieu truyen tai lute rat phong phu va the
hien chirc Hang thong tin, chi din dui thuong hieu. Wit thong diep cling c6 the duqc
hieu vi cam Stan khfic nhau ear nhing khu vuc khac nhau v6i nhing deli ttrqng tieu
dung khac nhau. IChong phai tat ca mqi thuang hien dang
ten t4i tren thj
throng deu c6
chirc fling My. Tuy nhien, khi thuang hieu the hien rei duqc chirc Hang thong tin vi
chi din se la nhang co hOi thu$n lqi de ngubi tieu clang tim hieu va di den chip nhon
thuang hieu.
1.1.5.3 Cher nong t(to cdm nit& vd tin city
Thuang hieu con ce chirc fling tao sir cam nhen. DO lit cam nhan cfia ngubi tieu
dimg ve sum sang Mpg, sir Ichtic biet, mOt cam nhon yen tam, thohi mai va tin ttr?mg khi
tieu dung hang h6a, dich vir d6 vi sir tin Wang khi hp chip tieu dung hang hea do.
Nei den sit cam nhan la ngubi to nal den mOt An ttrqng nao de ve hang h6a, dich
vii
trong tam tri nguiri tieu dimg. Su cam nh$n colt Ichach hang khong phai tu nhien ma
c6, ne duqc hinh thanh do

tong
hqp cac yen
tto
cita thuang hieu nhu mau sic, ten gqi,
bieu ttrqng, bieu trung, am thanh, khan hieu, gia tfi khac biet va ca sir trai nghiem
cua
ngubi fieu clang. Cling mOt hang h6a nhtmg sir cam nhon coa ngubi tieu dung c6
the khac nhau, phy thuOc vio clang thong diep hotIc hoar can't
tiep
Tilton thong tin hale
phq thuOc vao sir triti nghiem trong tieu dung hang hes. To ra mOt gia tri ca nhan cho
ngubi tieu dung II mOt thanh tong quan trong cult mOt thuang hieu, nhu viec khi mOt
ngubi so hilt chiec
xe
hal Mercedes se cam thay minh tr6 nen sang twig hon, thanh
dot han gifta nhftng ngubi khac.
Sr tin c$y va sin sang Iva chip hang h6a mang mOt thuang hieu nao da da mang
cho doanh nghiep mOt tap khach hang Ming thanh. Dai da
s6
khfich hang deu khong
muon minh
la nguai this nghiem dal vsfri mOt thuang hieu mai, khi ma hq di c6 su triti
nghiem ve mOt thucmg hieu nao de cho hang Ma tuong hr. Chit luqng hang h6a,
dich vii IA
yen to guy&
djnh Ring trung thitnh ells lchach hang nhtmg thuang hieu la
8
Thang Long University Library
dOng lac ctrc ky quan tang
a

gift chin khich hang 6 loi vOi hang hem vi la dja chi de
nguai tieu dung dat long tin tha mirth.
1.1.5.4 Char Ming kink ti
Thuang hieu mang trong n6 *It gia hi hien tai vi tiem niing. Gia tri de duqc the
hien it nhat khi sang nhuryng thuong hieu. Thuung hieu duqc coi la tai sari vo hinh vi
rAt ce gii cr5a doanh nghiep. Mac du gia tri curt thuang hieu rAt kho djnh doat nhung
nth nhftng lqi the ma thuong
hieu
not tiling mang loi, hang hem se ban
duqc nhieu han,
tham chi vOi gia cao han, de thtun nhop thj trubng han. Thuang hieu khOng kr Mil&
ma ce, ne duqc to ra veri
5
,
nhAt djnh
vi
vOi rAt nhieu Ichoin dAu to va chi phi khic
nhau. Ben conh do, sv not tiling dot thuang hieu se lam cho gia cua thuang hieu tang
len gAp bpi vi de chinh IA chin /tang Unit to cua thuang hieu. Lqi nhuan hien toi vi
tiem nAng ma doanh nghiep c6 duqc nher sv not tiling tha thuang hieu se quy djnh gia
tri tai chinh tha thuang hiau.
1.2 T6ng quan chiEn hrgc phit triin thwung kilo
1.2.1 Cic khai niem chiEn Ivgc phit triin thwung hien
Chien
luqc
11 viec xac dinh djnh thong vi pham vi hoot dOng cim *it t6 chirc
trong dli bon,
6
del t6 chat phii gilt/1h duqc lqi the thong qua viec kat hqp cac nguan
ltrc trong mOt mei truemg nhieu dui thich, nhim th6a man tot nhAt nhu au tha thi

trutmg va dap ?mg mong mu& dot cac tic nhin th lien quan den t6 chat.
Phat trien thuang hieu IA mOt qua frith c6 tinh ha thing vi 15p di lap lai de cling
a') thuang hieu. NO duy tri, nu8i len cac gia tri ma doanh nghiap toa lop trong long
khich hang. Vi voy, chien
luqc
phat hien thuang hieu IA dot sach ma
mOt
to cluk
lip
chon de quilt tranh vOi cac d6i din khic dip tren nhftng lqi the canh tranh ben vfing
dm mirth nhim citi hien lien toc theo chieu huOng nfing cao uy tin thuang hieu cho
doanh nghiep. CO the hieu rang, dip tren thuang hieu da co, phat hien thuang hieu
chinh IA lam cho thuong hieu d6 len moth ban, co lath huOng den khich hang va tong
chimg nhieu ban.
1.2.2 Quy trinh thyc hien chiEn luvc phit triin thwung hieu
1.2.2.1 Tam nhin va sk mink tinning kiln
Tam nhin
thuong
hieu
Tam nhin thuang hieu gqi ra mOt (Unit thong cho twang lai, mOt khat yang air%
mOt thuang hieu ve nhftng dieu ma n6 mute dot t6i. Tam thin II mOt hinh inh, mOt
brit tranh sinh dOng ve dieu c6 the thy ra tha mOt thuong hieu trong tuong lai. Khi de
cap den mOt y djnh, mOt moc dich mang tinh chiEn luqc, chting to thubng hay hinh
tucmg hOa ne bang mOt hinh anh ctia tuang lai. Tim nhin bao ham y nghia cim mOt
9
tieu chart tuyet hio, met dieu 19 ttr?mg. NO mang tinh Iva chip met trong nhftng gii
tri tuyet voi that cua met thuong hieu. Tam nhin con co tinh chit cua met sv d0c dio,
n6 am chi den viec trio ra met diet' gi de d#c biet.
Tam nhin thuong hieu lit met thong die!, ngin gun va xuyen suet djnh huong
hog dOng dubng dai cho met thuang hieu. Vai tre cua tam nhin

giong nhu
met thin
kinh hei to tit ca sue math cua met thuang hieu vim met diem chung. Doanh nghiep
th8ng qua tam nhIn se djnh hiring ducrc din la viec can lam va diu la viec Icheing an
Ikn cua mot thuang hieu.
Sze menh thuong hieu
Sir menh cua met thuang hieu la Iduii niem dung de chi mvc dich cua thuang
hieu 46, 19 do va y nghia cua sv ra diri va teen tai dm no.
Viec xic djnh met ban tuyen be sir menh dung din tieing vai tr6 rat quart tong
cho sv thanh cong cua met thuang hieu. Tnthc het, nit trio ca sir quan trung cho viec
Iva chcm dung din cac muc tieu va chien lugc cua cong ty, mat khac n6 c6 tic dung
to lap va cung c6 hinh inh cua thuong hieu twit cong chung, cling nhu trio ra sv hip
cem den cic dei Mang lien quan (khach hang,
co
doing, drii 19, nhi cung cap, ngfin
hang, chinh MOt doanh nghiep hieu re sir menh cua minh se c6 nhieu ca hei
de thanh cling han doanh nghiep kheng the hien r8 19 do ve sv hien hftu cua minh.
1.2.2.2
Dinh vi thuang hi&
DWI
vj thuang hieu lit Stang djnh lureng, hog dung cua doanh nghiep nhim
truyen tai d#c firth thuang hieu vio tam tri khich hang, to de to ra sv nhan thirc ve
thuang hieu meet cach nhat quin vi dfing din.
Dinh vj thuong hieu cling la viec to ra vi the rieng biet cua thuang hieu trong
met milli twang earth truth de bio dim ring
mai ngtrici
tieu dimg trong thj truing critic
tieu co the phan biet dirge thuang hieu ay vai ac thuang hieu cinh tranh khac. Viec
djnh vj thuang hieu mang tinh chat quasi tong la do n6 co lien quan trvc
titp

den suy
nghi
vi nhan djnh cua ngubi tieu dung.
Theo tic gia Marc Filser, djnh vi thuang hieu "Ni5 lvc dem 1a1 cho sin phalli
met hitt kilt rieng,
a
di vao nhan thirc cart khich hang la dieu ma doanh nghiep
muen khich hang lien Wong tin
mai IN
deoi dien vdri thuong hieu cua minh".
De c6 the djnh vi thuong hieu thanh cong thi doanh nghiep can phai khio sit that
Icy vj tri hien tii ten thj throng cua thuang hieu. Cic but cua met
tiEn
tranh djnh vi
gOm
5 buit sau:
10
Thang Long University Library
Swot 1: Nh$n d;ng khich hing mgc
lieu
Xic djnh duqc khich hang mvc tieu lit dieu rat quan tong bai le nhamg Skim
khich hing khic nhau thi e6 nhung
miSi quan tam
vi nhon thirc ve thuong hieu khic
nhau. Khich hang mvc tieu la top hqp cic ci nhiin hay nhom ngudri ma doanh nghiep
huOng teri. Viec nhon dung khich king mvc tieu &Op xic djnh mOt cich chinh xic
nhang dk tinh vi lien ket mlo cua thuong hieu la khic biet, not trOl vi phu hqp.
Btnk 2: Phin tich dgi thi cgnh tranh
Doanh
nghiep can

tim hieu ve d6i thu canh tranh fru& khi
guy& djnh
Iva chop
twang di rieng cim minh nhiim phin Img kip thin vi djnh huong chien luctc tuong lai
cim minh cho phu hqp tren co so:
So sixth town dien cic d#c tint: thuong mpi, ky thuot vi xic dinh sv khic biet
cua
minh trong
mai tuong
quan d6.
So sinh cic hoot dOng quang do, tiep con khich hang vi Vic tien Mn hing
cua
cic dtti thu canh tranh trpc tiep.
Butt 3: Tim Idim sg khic hilt cis sin phim
Tat ca nhang thuOc tinh nao c6 inh hueng teri quyet djnh mua cim khich hang
deu can phii duqc nghien can can thk, tar d6 doanh nghiep se tim ra Ice he chinh
la
nhang diem khic biet cua thuong hieu de tier: himh djnh vj. CO the phan tich cic thuOc
tinh dva vio hai trvc chinh: cong dung — caw to (hieu qui n6i b$t, thinh phAn nguyen
lieu, cong nghe sin xuAt ) vi djch vv thucmg mai (che dO bio hinh, dieu kien thanh
chinh sich h$u mai ). Tit ket qui nay, nhi thiet ke chi'e'n luqc se lOp so d6 dinh
vj.
But 4: Lip bin thitlinh vj vi quyit djnh phtrung in djnh vi
Sau khi da ties hinh nghien ciru thj trubng met cich ti mi, doanh nghiep se thiet
lOp sa d6 djnh vi. So d6 djnh vi li nhong trim tqa dO the hien gii tri cua cic thuOc tinh
khic nhau mi nhi nghien et: co the dva vio de xic djnh vj tri sin phAm cim minh
trong Mang quan van d6i thu canh tranh.
So
da
*sixth vj

giOp mo tit vi the the thuong hieu hok sin phAm hien c6 vi la can
car de Iva eh:in mOt vj the cho sin phAm tren thj truerng mvc tieu. M6t vj the tren bin
do
djnh
vj se djnh hufmg cho doanh nghiep phii tao dung trong tam tri khich hang
hinh ash, sin phAm cim mink nhu the nio vi chi ro sin pham curt doanh nghiep phii
canh tranh v6i nhang sin phAm nio.
Thy theo tinh chit cim sin phAm vi mvc tieu kinh doanh mi doanh nghiep c6 the
guy& dinh phuong in djnh vi khic nhau.
11
Bunt 5: L$p ki knack marketing mix di thyc bi4n chitin Inge dinh vj thuong
hieu
Nhi quitn trj thuong hieu phid thiet ke chucmg trinh marketing mix
de
thuc hien
chitin luqc dinh vj thuong hieu de chop. Marketing mix la chia khoa quan trong dl
thuc hien chitin ltrqc dinh v1 gop phan tao ra stir khic biet cho thuong lieu. NOi dung
cim ck nhOm bier phip trong marketing mix phai phuc vu cho xay dung hinh imh
dinh vi ciut thuong hieu mi doanh nghiep mong muen. He thong cac hien phip
marketing mix phai co str nhAt quart trong Ong viec khic hqa hinh inh ve thuong hieu
va doanh nghiep dung yea chitin luqc dinh vj ma doanh nghiep da chcon.
Kiem tra ket quit dinh vj thuong hieu vi dieu chinh boat Ong, doanh nghiep
danh gia hints inh thuong hieu da co trong then thin khkh hang. Tren co sir danh gia,
nha quan tri marketing tim ra nhang han the trong quit trinh xay dung hinh inh dinh v1
thuong hieu vi de xuit ck giii phip marketing be sung hoc they
1.2.2.3 Lya am: md hints thwo'ng hien
Kay dung thuong hieu li met qui trinh lau did, ben bi vi dei heti can co met
chitin ltrqc cu the co tinh khoa hqc, pith hqp yin thuc tien cim doanh nghiep vi thj
tut:mg. Tinh khoa hqc the hien i st
i

r phu hqp coa me hinh thuong hieu yid chitin law
marketing. Tinh thuc den din hi% m6 hInh thuong hieu phii xuAt phut fir dieu kien thuc
to
cim doanh nghiep nhu khi Wing tai chinh, nhan su, ck tru the, bAt lqi trong kinh
doanh
CO the chia me hinh xay dung thuong hieu thinh ba Whom co ban nhtr sau:
Mei hinh thwang hieu gia dinh
Theo m8 hinh nay, viec xay dung thuong hieu coa doanh nghiep chi
tien
hinh
tren thuong hieu gia dinh, tirc li doanh nghiep chi co met hoc hai thuong hieu tuong
Ong cho nheng chimg loci hang him khic nhau.
MO Milt nay duqc coi li me hinh truyen thong trong xay dung thuang hieu, duqc
rift nhieu
ding ty, $p doin ion tren the giai ip dung bei uu diem chi phi thAp,
tiep
con
thj truing nhanh chimg, de ding hon. Tuy nhien nhtrqc diem chinh ciut m6 hinh nay 11
nguy co rei ro cao, chi can met chting loci hang hem nao de
mat uy
tin se inh hi:Ong
ngay den thuong hieu chung ciut doanh nghiep
Mo hinh thwong Neu cb biet
Xay ch,mg thuong hieu ci biet li tao ra cic thuong hieu rieng cho timg chin
lout
hoc timg dimg sin phitm nhAt dinh, mang tinh dee lip, it hoc khong co lien he yin
thuong hieu gia dinh hay ten doanh nghiep. Ngtrici fieu dimg chi bitt den thuong hieu
12
Thang Long University Library
cos timg hang h6a co the ma kh8ng hitt hoc rat it biet den doanh nghiep sin xuat ra

hang hes do.
Mo hinh nay thuang
duqc cic
doanh nghiep lqa chip khi them nhop vio mgt thj
trubng men vai m
i
te tieu dOt kich tai boo vi thu6ng nit phi' hqp veil cic doanh nghiep
c6 quy mo vtYa va nhe nhung niing dOng. Liu diem
not
b#t caa m8 hinh la hp the
duqc rai ro vi sir suy glint uy tin caa doanh nghiep trong trubng hop ce so co ve chat
luqng hitng Ma. KM thuong hieu that boi thi uy tin doanh nghiep se IchOng bi
inh
huOng nhieu. Ben cot* tin diem thi nhtrqc diem chinh cult m8 hinh nay la dei
hOi
doanh nghiep phiti dau to khi nhieu de phit
trien
thuang higu, do biet la khi them
nhap thj trubng v6i nhieu ching loci hang hoe 'chic nhau.
Mo hinh da thuang hien
Day la m8 hinh to ding ding thbi ca thuong hieu gia dinh va thuong hieu ci
biet, th#m chi ca thuong hieu nh6m. M8 hinh da thuong hieu ce the duqc thin hien
theo cich to ra so kat hqp song song ho#c bit song song.
Ket hqp song song la (long kat hqp ma vai ire Gila thuang hieu gia dinh vi
thuong hieu ci
biet la
nhu nhau, ha
trq tot
da cho nhau nhu hai b0 phk cue mOt
thuang hieu.

Ket hop bit song song IA ding ket hqp, trong da mOt thuong hieu (hoc gia dinh,
hoc ci biet) duk the hien it hen, mang firth chit duo va thuang hieu con lai se co vai
tr6 136 sung, ha trq.
M8 hlnh da thuang hieu s8 lam tang khi rang chiem link vi tri trung bay hang
Ma dm doanh nghiep trong cic sieu thj, dbi ly. Tuy nhien m6 hinh nay cling to so
earth tranh ngim gifts cic thuong hieu ens cling mOt doanh nghiep, dei hen doanh
nghiep phai dau to cho thuang hieu rat 16n. Do v#y mo hinh nay chi thich hqp vai cic
cong ty c6 quy m8 16n, the ding ty da
qu6c gia.
1.2.2.4 Thiit ktf
he
thing nhiln din tinning ha
He thong nh#n dien thuong hieu bao
g6m cic quy dinh
sir ding mau sic, ten
goi, each thirc
sip xep
va bto tri cic nOi dung, thong dip cita thuang hieu, so thong
nhit dm tit ci cic yeu
t6
thuang hieu theo mOt hinh &it ding nhat Ichien khich hang
c6 the lien twang
duqc
den thuang hieu ve mat hint' anh va sau sac hon 11 ve m t thin
cich thuang hieu.
He th6ng nhon dien thuong hieu phai duct thiet ke ding b0, nhat quin cho
ca
thuong hieu doanh nghiep va cic thuong hieu sin phim de khach hang moc tieu de
biet vi ghi nh6, ding theri phai dim bio he thOng nay mang tinh ma cho khi
Wing cai thien vi stia dOi trong Prong lai cho phe hqp yeti cic yeu

t6
mai trubng dang
13
khong ngimg thay d6i. Cic
thanh t6
co ban la: ten thuong hieu, bleu trung vi bieu
fining, cau !IL hieu (slogan), nhac hieu, bao
Ten thuong hieu
Ten thuong hieu lit
yeti t6
diu fien dirge hi& toi vi gitip khang djnh
slit
ton tai cim
thuong hieu. Mqi thanh ding trong viec xAy dung thuong hieu deu co lien quan met
thiet
den ten thuang
hieu. el
bat lijr nginh nghe ciao, ten thuong hieu tieing vai tr6 rat
quan trqng trong viec too nen su nhon thirc ciut nguai fieu dung vi too nen vien canh
twang lai cho sin pham. D6 IA mOt tir hay mOt cum tir ma qua da mOt doanh nghiep
hoc mOt sin phim dirge biet den. MOt ten thuong lieu hieu quit bon dua ra
An tugng
ban dAu
tot hay gqi len nhung lien twang
t6t.
Ten thuong hieu thuimg khoi d$y tri tuang tuqng, too cam xac, gqi nio den met
nal nghiem hay mOt thai dO nito do. M#c de ten chi la mOt thanh phan nhung no loi co
inh hieing nhat djnh len each mit thuong hieu dirge tiep nh#rt.
Biau truing va bieu Ming
Mk

bleu truing ctia doanh nghiep thuimg dirge xem la
yeu t6
the hien hinh Anh
quan trcmg that cim thuong hieu. Bleu trung 11 met che hay mOt hinh Anh d6 hcat co
the phAn biet dirge doanh nghiep hoc sin phi= khi sir dung thuong hieu trong qua
trinh giao
dep.
X& met cach chtit che, miu bieu truing la thiet kt cim ten thircmg hieu
dirge sang to tir tic chit cii vefi phong each dOc &to rieng. Tuy nhien trong that te,
miu bieu trung thuang chi IA bat ky sir kit hqp nito giva each xir 19 ten thuong hieu
vai die
yeu t6
the hien hinh inh
d6
heat deg thM sir ket hqp de dirge ip dung met
each nick quan nharn xitc djnh firth then Net ciut thuong lieu.
Bieu tucing trong thuong hieu CO the lit hinh kill cim mOt tu9p nguai nito d6 ho#c
mOt nhan vot cu the ma ding thing ngtremg mo, ding c6 the bieu tuqng lit sir each
dieu tir mOt hinh inh
gin gill
vai cling chting. Hinh inh the nguai mat vi dien vien
TIM tieng
cling hay dirge dung lam bieu tuqng chi) thuong lieu.
Cau khdu hieu (slogan)
Khan
lieu lit mOt b0 phon ciu thanh cua thuong hieu. NO 11 met doo
►

van ngin
truyen dot thong tin mo tit hoc thuyet phut ve nhan hieu theo mOt each nao do. Slogan

trong thuong mai dirge hieu nhtr la khau hieu thuang moi cua tong ty. Mil
slogan
thuang c6 y nghia trong mOt giai Boon that djnh. 'Chi chuyen sang giai don khic hale
chitin lucre eta doanh nghiep thay d6i, thi slogan cling thay d6i cho phu hqp veri dieu
kien Inc do.
Tom loi, slogan trong kinh doanh dirge hieu la mOt thong diep truyen tai ngin
gqn nhat den Ichich hang bang tu. VI di
nho, de
hieu, c6 sire thu but cao v'e y nghia,
14
Thang Long University Library
Am thanh. Slogan 11 su cam ket ve gii tri, chit lacing

phim tha thuang hien vii
khich hang. MOt so khAu hieu con lam tang nhtin thtic nhAn hien met cach r8 ret han.
Quan trong nhit IA khAu hien gitip cling ces, dirt vi nhAn hien. Kau hieu truyen dat
duqc khi reek thong tin b6 sung vl tao dieu kien de ngubi tieu thing tiep cen nhanh
hits, de han yeti nhttng thong tin von trUu tucmg ter bieu trong va ten thuong hieu. D6i
yeti cic nhAn hieu hang tau, khAu hieu can la nfrang tuy'en b6 ve tinh din du vl su
dec dio tha minh.
Nhoc
hieu
Nhac hieu
la don nhac duqc viet rieng cho nhAn hieu thuang do Sang nhac
sy
not tieing thut hien. Nhttng dote' nhac the vi in du vlo tar
' n tri ngtrbi tieu &mg, de hp
c6 mutm hay khong. D6 cling la met cach nhac the tuyet veri ve thuang hieu.
Trong thuang hieu, khi ttA xem met phim cluing tho ved hinh anti va Am nhac hba
quyen yeti nhau, am nhac thuong c6 vai fro quan frog hon, di vao tam thirc situ km

hinh Anh nen khi nghe 13i down nhac quen thu0c, ngtari tieu dung se nhe ve thuang
!lieu duqc piing cio. Vii Am nhac, hq c6 the lien ttemg tei thuong hieu qua thinh giic
va su lien tuong nay con manh me hits thi giic rat nhieu vi n6 duqc rung dOng
to
au
tham trong tam thtrc.
Cling giting nhu khAu hieu, down nhac thu?mg mangy nghia triru tucmg va c6 tac
dung (lac biet trong nhen thee nhAn hieu.
Bao bi
Bao bi, xet 6 g6c dg don than la v$t dung chin dung, blo ve hang hes trinh
khed nhihig tic dOng c6 hai tit mei trutmg ben ngthi.
Cling
vii
cherc sang bao ve, bao bi con e6 tic dung cue
kjr
quan tong de shit
sin
xuat dua vim de dua ra cic thong tin quan trong lien quan den hang hoa.
Su da clang tha bao bi Il co hei test de aped tieu dimg phan biet hang h6a. MOt
kieu ding dic biet efts bao bi se II mOt diu hieu die trong de phis biet va nhon ding
hang hOa; met trang tri hitp can Arai mlu sic gqi dun se thu hitt sq chit'
y cua
ngtred tieu
dung.
1.2.2.5 Bdo
ve
thwong
hien
Viec blo ve thuang hieu cling quan trong kh8ng kern viec xly dung thuang hieu.
Holt dOng blo ve thuong hieu giup blo ve quyen lqi tha cong ty khi co b'At lcy mOt

trash chip nao, blo ve guy& lqi cua khich hang khi mua sin phim. Hog dOng boo ve
thuang hieu an duqc len ke hoach trek vl there hien song song vii viec )(ay dung
thuong hieu. Neu met doanh nghiep Ichang bao ve duqc thuang hieu cua minh
se
15
thong the to niem tin cho ngtrei tieu ding, cho the doi tic lam an de ma rOng phit
trien ding viec kinh doanh.
Hang kj bao hei
Diing ky bio h0 the thanh t6 ctia thuong hieu la viec thu tien ma doanh nghiep
can lam de bio ve thuong hieu. Viec Ming Icy bito he glop cho doanh nghiep c6 ca s6
phip ly de gild quyet nhOng tranh chap co the phat sinh ve sau. Hien nay, trong the
van bin phip lu$t dm Viet Nam thong
de
cop den thuat nger thuong hieu, vi the clang
Icy bao he thuong hieu can phii ducat hieu la ding
ky bao
ho cac d6i ttrqng sa ham tri
tug lien quan thu than hieu hang h6a, ten gqi xuat xu, chi din dia 1Y hoc kieu ding
ding nghiep, bin quyen
Tay thuOc vio pham vi kinh doanh ma the doanh nghiep c6 the clang IcY bao h0
thuong hieu tren pig= vi quit gia hogs quec to. DE dirge bio h0 thuong hieu tren th1
truting trong nuac, doanh nghiep chi can Clang Icy bito he theo the thirc quec gia.
Nhung di mOt thuong hieu &Km chap nhOn 6 nuac ngoii, theo quy djnh ctia him het
cic nuOc, thuong hieu da phai &Km ding IcY bio he thuong hieu tai nuac cim chit ser
hffu vi tien hank cac thu ttre dang ky thuong hieu; hogs theo quy djnh cos cic hiep
uOc hoc thOa vac quit to ma
nuac tits
chit sa hilt vi nuirc ma chit sir hOu muon dang
IcY bao h0 thuong hieu 11 Math vien tham gia; hogs theo quy djnh trong cac hiep djnh
song phuong lien quan den bio h0 sir hau tri tug.

Tao cac rao can cheing zeim pham Chuang hieu
Tao Ito can chemng xfun pham lit the bien phip vi Minh dOng nham hun the hok
can fro nhftng chit the Chic ve firth hay coy xftm phom thuong hieu. MOt thuong hieu
math can ph& c6 gitli phip de chOng doge t6i da cic xam pham tir ben ngoli hay suy
thoai tir ben trong.
He cheing Iii cac )(Am pham, doanh nghiep can to ra mOt boat cac Tao can ngan
chart, tac 11 cac bien phip, tic nghiep vit hoot dOng doge chit dOng dua ra tir phis
doanh nghiep. Cac nio can thu&ng dugs chia than!) hai them:
- Nham cac rito can Icy thuat
Cac bien phip nay thuong duct thiet lop ngay tir Ichi xiy chrng thuong hieu. Cac
bign
phip thueng duqc dua ra trong thorn nay 11: too ten thuong hieu vti bieu trong
kW) trimg 14p, too the diu hieu quan trong di thin dien hang h6a, vi du thu tern, mac
dOc quyen, bao bi vai cic hinh anh, chi flit An ; thiet lap hg axing thong tin phan h6i
cim nguiri tieu dimg tir the nhi phan ph6i ho$c dal ly ve chfit Itrqng hang h6a, djch At,
mac hai king trong cung dip hang h6a cling thu the djch vp sau ban; earth bio xam
pham thuong hieu, al soat thj twang de phit hien hang gii, hang nhai.
16
Thang Long University Library
- Nh6m cic rio can kinh
to
vi tam
lY
Gilm the bien phip nhu me rOng he thong than ph6i vi bin le hang h6a, tang
cuOng quan he vai khich hang vi cung cap thong tin
day du
ve hang heia vi doanh
nghiep, tao sv than thien vai khich hang, duy tri vi nang cao chat lugng hing
chat luting phvc vv.
1.2.2.6 Chien lwp'c marketing-mix trongx8y dying va phat Irian tinning hien

Marketing mix li mOt t#p hqp cac bien s6 mi cling ty c6 the kilm soit vi quit
ly
duqc. N6 digit sir dung di
co ging
dot tdd Stang tic dOng
vi
gay duqc nhUng &oh
hi:Ong c6 lqi cho khich hing mvc tieu. Day chinh la chic khOa quan tong
de
thtrc hien
chien luqc phat trien thuang hieu.
Cic
bO
phein au too nen marketing mix li sin pham, gii, phan ph6i, the
tien
Mn
hqp.
San pham (Product)
Trong xay dung vi phit then thuang hieu thi chat luting sin phim vi djch vv
deng vai
at
trung tam trong the guy& dinh lien quan den san phim.
San phtun vi chit luqng sin phtun chinh la "trai tim" cua gii trj thuong hieu blii
n6 li this Mu
tien
khich hang duqc nghe, nghi hoc hinh dung ve mOt thuong hieu.
San pham thou man
tai
da mong muOn vi nhu au cua khich hing la dieu kien tien
quyet de dim bao cho stir thanh cong cart the chuong tranh marketing vi tao dying gii

trj thuong hieu. Thuong hieu chi c6 the phit
trien tree
co so chit luting cao dui sin
phim vi ngtrqc loi, chit luting nhanh chong duqc
tiep
Mon khi thucmg hieu da chiem
duqc cam tinh cia c8ng chthg. Chinh vi v#y, viec dua ra cic quyet djnh ve sin phim
can
xuAt
phit tit chien luqc thuong hieu, d#c biet la chien lutic djnh vi thuong hieu thi
moi co the xay dung ductc hinh anh thuong hieu ding nhit trong tam tri khich hang
dung thai phit
then
dutic thuong hieu ve Mu dii.
Gici (Price)
MOt
trong nhang
yeu t6 quan
trung cho
str sang
con cita doanh nghiep la chi&
luqc gii ch. DOi vai thucmg hieu, chien luqc gii cling li
mOt
phin quan fixing too nen
diming hieu vi nguqc loi. MOt sin pliant c6 thuong hieu moth thi thOng thubng gii ca
1u8n dAn dau philn Mac thi trubng d6 vi khich Ian luton chip nh#rt mirc gii cao
hon
the thuong hieu conh tranh khic. VI v(ty, viec djnh gii chju inh hu?mg Ion tir vj tri
thucmg hieu nhung hien nhien cling phii xet den chi phi mi doanh nghiep be ra de sin
xuat sin pham nhIm dim bio lqi nhtgin thu duce

17
Ngoii ra, thy tang thbi diem vi moc tieu marketing nei chung vi mix tieu
thuong hieu n6i rieng mi doanh nghiep ra cic guy& dinh co lien quan den gii nhu
giim gia, chi& khan.
Phiin phin (Place)
Viec dila ke
vi chcm kenh phan ph6i cling inh huerng rat Ibn dE'n chi& luqc phit
trien thucmg hieu. V6i viec xic (lath phin khfic thj tatting, kenh phin ph6i khong
nhUng gitip nhanh eh/mg tieu thy sin phi= mi con Ii meat ding co
heti hieu
gifip dui
thuang hieu flip can duqc khich Ming moc tieu.
Quyet djnh phfin ph6i dtti vii doanh nghiep chit yen Ii cac quyEt djnh ve dja
diem bin hang. Doanh nghiep nen dat cira hang, chi nluirth cua minh b diu? Quy m8
Ong hay hgp? Ne'n c6 bao nhieu cira hang, chi nhanh tren mOt khu voc thj trutmg?
Doanh nghiep thutmg phii phin van gifts viec nen b6 tri mOt s6 cira Ming the b nhiEu
dja diEm hay thrang cira hang kfm b mOt sto it dirt diEm hen. Nhang guy& djnh nay
thutmg inh hutmg nhiEu den hinh inh thucmg hieu doanh nghiep, djnh hinh thuong
hieu de li thucmg hieu cao cap hay binh din.
Xtic He
i
n ban hang (Promotion)
Xoc hen bin hing la cong co quan tong nhit trq cho viec xiy (long vi phit
hien thuong hieu. Diy li tit ci cac hog dOng nhim dim bio ring khich hang than
biet ye sin phim hay (Lich vo cua doanh nghiep, ce An tutmg tet ve chung vi thoc hien
giao dich
!Ma
bin that so. Nhang hoot dung fifty bao gem quang cao, quan he cong
chimg, khuyen mai, em xin phdp
duqc

With bey
ky
ham b phttn 1.2.2.7.
1.2.2.7
Quong bd thweng hien
Quing bi thuong hieu Ii lam sao cho thj trubng bi'E't den Wu cach rOng rai, chap
nhan vi ghi
nu,
thuong hieu dm minh. Toy thuOc vio tinh chit dm sin phim, thj
trtrtmg moc tieu vi khi niing tai chinh mi cong ty c6 the ip dung cic phueng phdp
quing bi bring cic chien luqc nhu quing cao, khuyen mai, quan he cong chung
Quang cao
Quin cao li mOt hog dOng quan tong trong cic hinh thac quing bi thuong
hieu. NO kh8ng chi c6 tic clung trong thbi lcje sa lchai bit dau than nhap thj trubmg mi
dm gap phin timg btrerc duy tri than thin ciut ngubi tieu dimg ye thuong hieu trong
suet qui trinh phat trien ciut doanh nghiep.
Muc tieu caa quing cao li too ra nh#n thirc ciut khach hang ve so ten tai cim
thuong hieu, ne to ra duqc mOt so hitu blot ve thuong hieu bang &tang thong tin c6
tinh
khii quit, cif) Wilt gqi mtr vi thuyet phoc khich hing mua sin phim bang nhitng
18
Thang Long University Library
lei him dua ra thong tin quang cao. Ben cgnh d6, quang cao con duy tri long trung
thinh cia khach hang d6i yen thuang Mau.
Hirsh dam quang cao cling het sic phong phi vi da ding nhu pang cao trtrc tiep
thong qua kenh ban hang twc tiep ca than bang cich sir ching lgc lugng bin hang gi6i
thieu vi thuyet phip khach hang, quang
coo
tren cac phirong tien truyen thong (truyen
hinh, radio, bio, tap chi ), quing cao trtrc tiep (sir dung thu tin, dien thogi, email, tO

rai, intemet, catalogue, ), quimg cao nai ding cling (bang non, ap phich, pano ),
quang cao tgi cac diem ban hang (cac gian hang tgi khu thuang mai, tin dung cac 16i
di, quay kg, b6 tri am thank, tivi, video, catalog, ap phich, trung bay sin phim hoic
cac phuang lien truyen thong ngay tai dm hang).
Thy vio cac do tinh cis thuang hieu hay dieu kien tai chinh ma doanh nghiep
co the yin dung tong hinh thirc h$c phoi hqp chung lai to thanh matt the trot
' lien
thong dua ra thong tin ngin nhit, hi7 u ich nhit den khach hang.
Quan he ding cluing (PR)
PR la mOt phucmg thirc quan trung trong truyen th8ng thuang hieu, nhim vao
doi
aging muc tieu khong chi li khach hang dem Wing ma con thiet lop va khai thac quan
he vii cac
t6
chirc xA hOi, gi6i truyen thong, chinh quyen,
to
chat tai chinh, ngtrai
trung gian, nha phan ph6i, nhi cung cap, cOng ding
de to
dieu kien ph6 hien
thuong hieu
PR li viec dimg cac
tieng
n6i khach quan, y kien cis nhang ca nhan hay
to chirc
dqc
lAp de nOi ye thuang hieu, sin phim, qua di to Mem tin cho ngued tieu dimg.
PR ce nhieu diem nOi hot, de 11 mOt qua trinh thong tin hai chieu, doanh nghiOp
khong chi truyen tai cac th8ng tin ye thuang hieu ma can c6 the ling nghe cac y kien,
phan h

.
& tir khach hing. PR co tinh chit khich quan rat cao do thu&ng sir dimg cac
phuong tien trung gian (Hi
vitt, tai trq,
hoot dOng tir thien ) do 46 thOng dip den vii
nhem 46i tugng muc tieu de dugc chap nhin vi tgo long tin han. Hoot dOng PR cling
truyen tai mOt lugng thong tin nhieu han cac hoot dOng quang cao dan thuan khi sir
dung cac bai viet, phong sg, chucmg trinh giao luu
Khuyin mai
Marketing hien dai 401 hOi nhieu host dung han chit khong chi co sg phat
djnh gia de to ra sirc hip din vi to dieu kien cho khach hang muc tieu tiep can dugc
yeti sin phim ma nhi san xuit con phii thong tin cho khach hang hien ce vl tiem
Ming. Nhu viy, m8i citing ty se phai ding vai trO la nguen truyEtn thong, nguiri khuyin
mgi. Hoot dOng khuyen mgi
dugc
khai niem nhu sau:
19
Khuyen mai la mot trong nhttng hinh thirc giao tiep marketing nhim khai

vi
khuyen kich, thtic dity ngtrbi lieu (king mua sin pan, djch vu cita doanh nghiep.
COng ell nay of) the giiip ngtrbi lim thj tnreng
di
clang tiep con nhem khich hang muc
tieu mot cich c6 hieu qui vai chi phi khiem
ton.
Nhieu doanh nghiep xem khuyen moi
khong chi la ding cu kich thich tieu dung, tang doanh
s6
bin hang ma con li mot hoot

Ong marketing, cam an khich hang va xiy dung hinh anh thuong hieu, lam sal dOng
tti trubmg conk) tranh, thu but nhieu khich hing mai
Ban hang al nikin
Ban hang a nhan la qui trinh nguti ban
tiep xuc tivc tiep
veri khich hang hien
tai va khich hang tiem fling vai muc dich bin cho hQ nhUmg hang Wm, djch vu ma hQ
an.
Nhu vey, ca ngueri mua vi ngueri bin deu ce lqi trong qui trinh mua bin, trao d6i
nay va nhung ngtrbi trong luc luqng bin hang c6 the co nhemg chirc vu, danh vj khic
nhau nhung ho deu la nhftng nguiri tiep xtic trim tiep vOi khich hang vi ce trich nhiem
truc tiep ve viec bin cic sin phim, djch vµ curt Ong ty, don vi hQ.
Marketing trIrc tiep
Marketing
trtic tiep la
mot he thong tuong tic. Marketing cc!, sir dung mot hay
nhieu phuong tien quing cio de tic Ong den mot phin img dip loi do
duce
hay viec
giao djch thi bit kSr dirt diem nio.
Theo djnh nghia nay thi bin chit cos marketing true tiep la thu dtrqc phin img
dip 10 do ducat tar khich hang, dip img co the xem la mot don hang. Nhu v$y,
marketing truc
tiep
nhim tic dOng den de dei ttrqng trer thank khich hang, Ay dung
mot
quan he c6 lqi nhuon.
1.2.2.8 Kiwi thdc thuong
hieu
Khai thic thuong hieu la mot he thong cic tic nghiep khic nhau nhim phit huy

throe tiliftng lqi the coa
m6i
thuong hieu thong qua ac
ytu t6
thtrcmg hieu lam cho
thuang hieu tr6 nen ce gii tli tai chinh tient Wing cao hon nhOng gii trj thong thubng
c6 the nhOrt biet than thy. Long trung thanh elm khich hang la tieu chi vo ding quan
tong de xac djnh gii tri tai chinh cua thuong hieu, vi the khai thic thuong hieu Wang
the be qua cic hoot dOng nhim phit trien long trung thanh cfmt khich hang. Neu nhu
cluing bi thuong hieu nhim lim cho ngtrbi lieu dung biet den thuong hieu thi hoot
Ong khai thic thuong hieu hueng den viec Qua ra sin phim den vei ngtreri tieu Ong,
dem lai lqi nhuin cho doanh nghiep. Du6i diy la hinh thirc ph6 Bien trong chien luqc
khai thic thuong hieu.
20
Thang Long University Library
Ma rOng vie
phdt trio' n he thing phein phi!
Keith
phan phai lit mOt top hap cic ce nhan, t6 chile dOc lop vi phi thuOc Ian
nhau tham gia vio qui trinh von dung hang hes tin nai sin 'wit den mci tieu &mg. MOt
kenh phan phai phai dam bio yeu eau 5 "dimg": dung hang h6a, dimg khach hang,
ching then gian, dimg dia diem yeti chi phi thap nhit. Chinh vi the, veil moi loki
sin
pham, by thuOc vio khich hang mgc tieu ma doanh nghiep phii t6 chic kenh phan
phai de dem 131 sin pham den dimg dia diem vi thin gian
yen
chi phi thap nhat.
Nhuung quye'n thuong hieu
Trong Chien luqc phit trien thuong hieu cua meth, cac doanh nghiep c6 the khai
thic khong chi ck gia tri tinh thin tir yeu tea thuong hieu de thee day kinh doanh,

mang Iii hieu qua kinh to cho minh ma con c6 the khai thic trirc dip nhamg gii tri kinh
to tiem An do chinh thuong hieu mang Igi thong qua viec chuyen rilurqug quyen so het
hay chuyen giao quyen sir dung thuong hieu cho mOt d6i tic khk.
Nhugng quy6n thuong hieu dem lai hieu qua cho ca ben nhugng quyen kinh
doanh cling nhu ben nhon quyen. NO ce van tr6 rat quan trong dai veil cac doanh
nghiep bat din khoi sg kith doanh nhlim khai thic duqc gia tri cua thucmg hieu dem
Igi hieu qui kinh
1.2.2.9 Quan tri run ro thitung hit u
Quin tri run ro la chat Ming gift') doanh nghiep xic dinh va gill quyet the van
de
phat sinh c6 khi Wing gay inh hireng Ian. Quin tri nil ro tot vim gift!) doanh nghiep
bio ye thi phan, tgo dieu kien di Eft phi, )(Ay dung hinh inh thuong hieu, vita ngiin
ngira duqc killing holing, thorn chi con c6 the Bien run ro thinh co hOi.
Khiing holing thuimg den dOt net, bit ngO vi thong tin thuong bi Ian truyen yeti
t6c ck) nhanh. Khi de,
cac chit
doanh nghiep
tilt de
ran vio tong thai thieu sang suat,
dua ra each xir 15
,
khong chinh xic din den khong kiem sok duqc firth hinh, lim cho
khfing hoping cling Ian rung.
Mai doanh nghiep thuling phii sang chung yeti nhieu nil ro tiem An vi co nheng
run
ro
se at
thinh khimg holing. Thgc
to
nay dOi heti doanh nghiep phai sing suat

de
lOp trinh mOt he thing phong ngira nil ro vi ling phe nhanh nhgy khi khung hang
xity
ra.
Vai fro cim nha quan tri nil ro trong qui truth lam thucmg hieu la xic dinh ducm
ac
logi run ro, phan logi vi xic dinh nguan got hinh thanh
run ro. Ve
can bin phii
shin nhatn duqc cac that bai nay den qui truth lam thucmg hieu
yeti
5 khia cQnh mkt
mOt he th6ng: str that bki ve phan cling, su that bki ve phan mem, six that bki trong viec
to
chire, sit that bai ve con ngubi vi the that bgi den tir ben ngoii. Sau do, plan logi vi
21
danh gia cap 40 ciut cac yeu
t6
nli ro

tir d6 xay dung duqc cac phuong phitp tai
trq vit kiem soar thich hqp vi viec quail trj rii ro se h6 trq cho viec thvc hien chitin
luqc thuang hieu thinh cong.
1.2.2.10 Duy tri
va
ph&
trim
Chuang hieu
ray dung thuang hieu hoi
►

tan khong phiti IA viec chi tao ra mOt thuang
hieu,
tien
hinh ding 14 bio h0 cat
yeu t6
au thinh thuang hieu de vi
r6i
co the yen tam
khai thac nhttng lqi ich mi chting mang lai cho doanh nghiep. MOt thuong hieu se
khong the phat
then,
thorn chi khe
ton tai neu
chi so hum n6 khong co cac chitin luqc
hqp 19 de duy tri vi phat
trien
dun ton nheng
yeti t6
thj throng vi djnh huong phat
trien
chung cult cong ty.
Duy tri, they thi va ddi mai thtrang bleu
MOt thuang hieu dang
tan tai
cling deng nghia yen viec no dA tao 1#p duqc cac
lien ket, mai
t6
chirc se xem zit ac lien ket d6, nhUng lien ket nao nen duy tri,
nhang lien ket nit° nen loci b6. Viec hra chqn My se inh htremg den dOng thai cim

thj
trtamg, dk biet 11 dOng thai
cue
ngtrei mua 461 v6i thuang hieu. Dieu quart tong IA
nhang lien kit phai tao ra sq Ichac biet ved did thu.
Thong thutmg, ngutri to sir dung mOt thuang hieu da thinh cong cho mOt sin
phAm khk, dieu nay
tan tai rai ro song
hinh IA Mm djnh v1 thuong hieu trey nen me
nhat. Vi v#y cac ding ty van Iva chqn cling mOt loci sin phim trong cling mOt ngitnh
de ma Nog. Do dua ra mOt thuong hieu mei se
Mn
kern rat nhieu nen sir dung lien ket
vio mOt thuong hieu myth IA mOt y ttr?mg an tan.
Viec ma rOng ten thuong hieu c6 the del be qua co hOi tao ra cac thuang hieu
m6i, vi the cong ty cling c6 the tao ra the thuong hieu mai bin each d6i ten thuong
hieu do cac tinh ve sin phAm vi each thee tieu dimg cling nhu nhOn thirc ve dong
sin phAm dang khong ngtmg thay 461. Viec 461 ten thuong hieu phai dirge xem xet
trong m6i quan he
ved cac thuang hieu Idnic vi 114 ph& dang bien dei cue thuang hieu
ra sao.
Tren thvc
te,
nhieu doanh nghiep duce mua lei, chia tech hok ban di mOt s6
thuong hieu sin phalli cia n6 cho the d6i tic Iduic hoc chuyen nhucmg quy'en sir dung
thuong hieu, dm den viec nhA quan trj thuang hieu phai tinh town dirge gia tri thuang
hieu trong qua trinh chuyen d6i nay vi thvc hien cac chitin lucre hqp 19 trong giai doa
►

c6 bran dOng vi chia tech vi sap nhop. Kb ban Ong ty hok chuyen 46i mOt

s6
sin
phitm sang Ong ty khk thi di ten ban
diu
co the bi earth giinh. De dua ra mOt su
phan chia hqp 19 can c6 sum &UM gia khach quan to ben ngoai ve gia trj thuong hieu mai
cong ty dang so heir de tai sin thuong hieu dirge chia tech mirth bach.
22
Thang Long University Library
Dau he cho thuong hieu
DE dux hiEn mOt chian luqc thuong hieu, mOt t6 chirc truck hEt an stir nhAt quan
va quyet tam tir cap Midi doo cao nhAt mkt to chirc, tiep theo phai ce NI ph'An chuyen
teach ve xay dung vi phat trien thuong hiEu. Nguem !than luc dm by phon thuong hieu
phi
s
' thuOc vio muc dich, quy m8 vi khit nang tai chinh dm t6 chat
De dim ra mOt mirc ngfin sach hqp ljr &Si hoi nha hooch djnh chi& Itrqc phii du
bao vi can d6i duqc cac el:mg vi'ec trong mOt tong the chung ding ty. NhArt thtic duqc
'
tam quan tong dm ngan sach &nit cho cac hoot dOng, nhi quan tri chi& Itrqc thucmg
hiEu mai c6 kha nang xAy dung cac budrc di mang tinh sang too hqp 157. MIA Gong ty
phiti dtra teen thi phAn va xu the thj phAn d6i voi cac thuong hiEu khic nhau de tir d6
tinh toan viEc phan b6 nem sach cho cac thuong hiEu.
23
ICET LIJ4AN CHUtING 1
Thuong hieu la tai san quy gia thing vai to quan tong doi vai stir ton tai va phat
trien cua doanh nghiep. Xay dung met thucrng hieu mph mang den cho doanh nghiep
lcri the rat to lin, khong chi vi no tdo ra hinh anh dui san phArn va doanh nghiep ma
con c6
5

,
nghia quan tong trong viec tao uy tin cho sin phiun, thic day viec tieu the
hang hod va la vu khi sic ben trong canh trash.
Trong chucmg 1 em dd trinh bay re cric khai niem, thuot ngCt, vai tro, chic nang
cis thuang hieu dOi yeti doanh nghiep va khach hang cling nhu lien trinh thvc hien
cong tic cia chien luqc phat trien thuong hieu. Nhim trien khai y nghia cac khai niem
ye thuang hieu o chuang 1 met ctich dAy di, chuong 2 se di sdu nghien dm, phan tich
va danh gia ye firth hinh thvc hien chien luqc phat trien thuang hieu tai tong ty
TNHH COng nghe thong tin Blitz.
24
Thang Long University Library
CHUtYNG 2. TH1,CC TRANG PEAT TRIEN THUtING 111tU CIJA CONG TY
TNHH CONG NGHt THONG TIN BLITZ VieT NAM
2.1 Tong quan vi Cong ty TNHH Ong ughe thong tin Blitz Viet Nam
2.1.1 Qua Huh hlnh thinh vi phat trier
Veri met niem tin mash liet rang cac giii phip CNTT hen lien ce the mang den
sv det pha cho cac
t6
chic kinh to trong khu Arc Chau
A —
Thai Binh Duang, vzlo nam
1998 nhOng ngtrtri (king sang lop quyet tam ducmg dau veri thach thfrc va thanh 18p nen
Blitz IT Consultants Pte Ltd tai Singapore dyed sv dieu birth tha Chit tich Top doim
Han Meng Chia. Trong nhemg nam qua, cong ty da phat trier nhanh chong va n6i len
nhu mOt d6i tac thuong mai vtrqt tr$i. Ging ty
duqc
thanh 1$p vol nganh nghe chinh la
to yin, cung cap cac giai phap va dich At tin hqc hang
du
6 chin A, thutmg xuyen c6

mirc tang throng hai con s6 va la 661 tic chi dinh beri nhi'eu nha cung cap c8ng nghe
hang
Mu the
gieri.
Vol hon 150 khkh hang VA 10 quific gia tren khip chau
A,
Blitz IT Consultants
Pte Ltd da xay dung duqc mOt nen m6ng yang chic veri dank tieng tuyet v6i trong linh
we phan ph6i va cac dich vv trq gill phap tin hoc. Ding ty cling duqc
xep vao mot
trong s6
flitting cong ty phan ph6i ding nghe phit trien nhanh 'that trong khu Arc. Hien
nay, cong ty la d6i tac cung cap the giai phap lien quan den SWIFT cho cac nem hang
6 Singapore, Viet Nam, Philippins, Campuchia, Myanmar, Brunei, Malaysia
Thing 7 ram 2010, Cong ty Blitz da chinh thIrc thanh lap chi nhanh tai thi trutmg
Viet Nam yen try sa chinh 6 Ha NOi va van phOng dpi Bien tai TP. H6 Chi Minh veri
ten dAy du la Ging ty TNHH Cong nghe th8ng tin Blitz Viet Nam.
Trong thing Mm qua, Blitz ttr hito di xay dvng duqc mai quan
he
hqp tic
tat
dep veri rat nhieu doanh nghiep, vuan len fro thimh nha phan ph6i an ninh mang hang
dau
va xay dvng thanh cong tinh da dung We la ket qua caa sv phat
trier
khong ngimg
ca ser kinh doanh 6 Singapore va Viet Nam. Blitz WI cung cap khong chi gill phip
tai
chinh cho cac ngan hang ma con bao gem he thong mang, cac thiet hi va giai phap
to

van
him met, thiet bi thong tin cho chinh phi*, cho cac doanh nghiep vira va nh6,
truttng hqc va cac ding ty truyen thong.
Val tinh than doanh nghiep it rang va tun tam phat
trier quan he
hqp tic gate
4,
Blitz
da
va dang vtron len ter thanh mOt ding ty da qu6c gia hang dau trong ngimh
Tu yin thanh toan va tich hqp he thong, d8c biet la trong linh Arc phan phei cong
nghe, giii phip ngan hang, RIGS va SWIFT.
25