THỰC TRẠNG XÂY DỰNG THƯƠNG HIỆU TẠI BƯU ĐIỆN THÀNH PHỐ HỒ CHÍ MINH

THỰC TRẠNG XÂY DỰNG THƯƠNG HIỆU TẠI BƯU ĐIỆN THÀNH PHỐ
HỒ CHÍ MINH
 Giới thiệu về Bưu Điện Thành Phố Hồ Chí Minh
  !"
#$%&'(!)*()!+',((''-./0+!12#
345+36/789:#:;./<+5+
36/73 6/7
 9:#:;=>?0<+5+
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8>D>.//BE:
/>D:45+2;#/DF+/
A:=0+BGH+'('(''&
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 ;+/C#J$"I
 ;:"KI
 2?@I%/2+8"6+L8!M8
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 )=I&N*&&-'&&&(&-'OOOP/QI&N*&&-'---
 R D Iwww.hcmpost.vnS7/I
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* 02+U7B/>:G#2>7UT+/V>
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a+7:?B/>>C#:?
* 3T9&%'=b8NG73aX/cd.BH2+U7

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/m
P. Kế hoạch Đầu tư Văn phòng

P. Tổ chức Cán bộ - Lao động
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n Nhận diện xây dựng thương hiệu cho Bưu Điện TP. Hồ Chí Minh
6A:Z9+2+C/+70"$2`J/2V+1
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@+""BC/+./C/+6"B5+X
AW+K:Z9+oC/+C4D#/p72+:E/V"
p7o/:opX70"W+K2+:QUCE+
o11_7./C/+2+11Q`h2+7/2B +oC/
+YW2V+pU+/`+:=+>1_7q)
8Bk:Z7A0+b./7o$:T70$J/7
:Z9+/2/r >7A0H'"% AEH
1$"+b8o/$Z+b:T9+B5+Y;
+V1_7/;C/+79+1./C/+8
o1:B1a+=2/./C/+)ZG2sJ/DG
/I

Hình 2.1. Sơ đồ cơ cấu tổ chức của Bưu Điện Tp. Hồ Chí Minh
( Nguồn : phòng tổ chức)
t
u
I;
v
5
u
U
w

x
:;
u
9+;
w

6o:DG/XG`8C/+X7A0+b2`/$:T
J/79+1./C/+8G72+Do"7"N8-n8
ZA+kQ 7:+K9+y7/+=
1J/2V+
6A9+o18B1a+=2/./C/+8;
F+/+pUdXZ=0+7/+"
UC\7/o1:f+B>+;
=5+>BC/85+5C2o8>0+G>D05+U
:;E+2/
u
7
u
;

w
IX++XQUCE+o9+85Cz+
D7{36/7/e+8X++X>Jl:o+F+|8JlD12DU
+|8JlB"V./>2F+Vma7''&8
B1+N''2+6j+=0+d=7$J/i+QU
CE+o1${./$:T0++8U
ZZ${:QUCE+9+7=5+2+=i+
9+/
Về lợi ích của việc xây dựng thương hiệu:








 







t
u
nI;
v
5

u
U
w

x
:;
u
9
w
t
x

v
/9+;
w

6X"./9+o:`+C#:?Z"2T
;8D;=X89+i++WC4WB>+7T8C4"?
2++/D>1_79:B>+y2+9>U:;2+
/$+o:T>2;87A0+b2+
DoHn8,-2@;82+XX7A0+b2`/:ZUD1_7
./5+:T1_7./$.=2/8B>+;U79B]C?+
1_7X9+:V@+:`+C#:?6+7A0+
b./>U:;:T9+y+WB>+2+981_7D>
:T+>/9f9+$`2+Dok9NqU8
dAW++/.:Z./9+
N Ý thức phát triển thương hiệu tại Bưu điện TP.Hồ Chí Minh
)G9+EEXb+}/2+~d•+F;Ce+o>C/
+1p:QUCE+:>2G9+2+70F+/C
:ZZ7€UE8<A8m3d

_D#:QUCE+9+"•
3p;70C/+2+QUCE+9+./7oQ>
#p7J/2V+./::/+>7$C/+pQ>#
70Yp:QUCE+9+=8
/++€1BXBa:Z9"8;Y5+J/;2Z:J1+>
Bảng 2.1. Đầu tư của các doanh nghiệp Việt Nam cho thương hiệu
Tỷ lệ đầu tư/doanh
thu
DN tư nhân
(%)
DN nhà nước (%)
‚5+p & ,
)pCT%ƒ %, -n
)pH%*'ƒ ' &
)p2;'ƒ , n
6+I„E>~g2C/+:Za+EQUC+*J1+D>9+
…8''-
ApQUCE+9+ D1+2;9+$`8."
pCT%ƒ8B5+p"7†/8&ƒ$:TC/+U:
,ƒ$:T>C/+T6+;U./†p`CI
 9+7TYD0>+pX8>C/+:hfC|C€2+
5+>7/2B +:J1+>8Q 7U9p
 „/+/EG:Z9+8/D"DKpQUCE+H
U
 6ZC/+:hQ>#7?;+K=82T7K8
";75QUCE+9+
6+I!12#9++X/*^b":E4*6c$+‚;
60''
X7Ap/QUCE+9+F
d=Ap7J/2V+./>5+:2+QUCE+9+

)GQUCE+:>2G9+fk1X70Ep:X"
Blz+GXG2GB/E70><+G8`J>:+D0/
d=Q>#>5+:+;A#2F+8"B"ZC#:?7T8QU
CE+"C/+8>.?>b:€DQ>#:#"
C#:?./C/+:TC#:?./$.=2/2`J/2V+$:T
:QUCE+9+C/+;=X8fX70$"$i+
B5+BL7pJ/2V+>2G$+U$8QUCE+>€
./2;+D./C#:?
% Thực trạng xây dựng và phát triển thương hiệu tại Bưu điện TP.Hồ Chí
Minh trong thời gian qua
% Xây dựng các thành phần thương hiệu
cUCE+>p./9+DTp2`J/2V+2+:
QUCE+9+1_7/5+6d2oD:Z>p
./9+@9@b"o5+:QUCE+DKpHQUCE+>
pAa+">p17QW./9+p2oD:Z
:QUCE+>pAa+‡0jo./1_7‡;
9+8DG++8UB_+/8>€2+./1_78
./C#:?m
>p;8DG+8D/Do8BGC>+mX+:/2f2`J/
2V+2+:=2/C>+:ˆD;+`++F;Ce++/H>
op;8HX8=EWB>+8+WB>+C4D":
C4T9+92+0$+:T2`Z5+:/8+F
/YXGTj++oE`+8+K+V8€D1XEB>D
p8dE9+$$!/Za7=
0+5+":a7''&8:h:T+7/+/7K.=7
/7:7:+d2@;J 0
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