Định hướng chiến lược xây dựng và phát triển thương hiệu công ty orion

TR

G KY THUAT CONG NGHE THANII PHO HO CHI MINH
KHOA QUAN TRJ KINH DOANH

LUAN VAN TOT NGHIEP

DINH HIfONG CHIEN LYBC X$Y DIfNG
VA PHAT TRIEN THIfONG HIEU CONG TY
ORION

KHOA : QUAN TRJ KINH DOANH
CHUYEN NGANH: QUAN TRJ DOANH NGHIEP
SVTH : PHAM THAI HONG HANH
LOP : 03QD02
MSSV : 103401130

GVHD:KHOA HOC
Th.S. LE DINH THAI

Tp. Ho Chi Minh, Nam2007


PHAN MO DAU...............................................................................................................................1
I. LY DO CHON DE TAI:
.1
II. MUC TIEU NGHIEN
2
III. NOI DUNG NGHIEN
..2
IV. PHUONG PHAP NGHIEN

3
1. Phuong phap thu thap so 1i(u, thong tin:...................................................................3
2. Phuong phap xu ly so lieu:..................................................................................3

V. GIOI HAN PHAM VI NGHIEN CUU:.......................................................................3
PHAN I............................................................................................................................4
C€f SP LY LUAN .
.4
I. TONG QUAN
HI,EU:....................................................................................4


6.1. D(ac diem ve cc cau to chuc s:in xuat:..............................................................23
6.2. Tinh hinh su dpng may moc, thiét bi:................................................................23
6.3. Vung nguyén 1i(u:.........................................................................................24
6.4. Quy trinh cong nghe:.........................................................................................25
V. KET QUA HOAT DONG KINH DOANH TRONG 3 NAM QUA CUA CONG T :
1. Tinh hinh su dijng von ciia cong ty:.........................................................................26
2. Két qua hoat dong kinh doanh:.....................................................................................26
3. Tinh hinh thuc hi(n nghia vp doi voi Nha nucic:.....................................................29
4. Tinh hinh san xuat va tiéu thq noi dia:..........................................................................30
4.1. Tinh hinh san xuat:.............................................................................................30
4.2. Tinh hinh tiéu thq noi d|a:..................................................................................31
VI. DANH GIA NH
G THU,AN LQI VA KHAN CUA CONG TY ORION:.........32
1. Thu(an lpi:................................................................................................................32
2. Kho khén:......................................................................................................................33
VII. PHUONG HLDG PHAT TRIEN NAM 2007:..................................................33
CHUONG II ..
34

PHAN TICH THI
34
I. CHINH SACH HO TRO CUA NHA NU€JC VE PHAT TRIEN THRONG HIEU: 34
II. PHAN TICH VI THE CONG TY SO VG TOAN NGANH:....................................35
III. PHAN TICH THJ TRU
G:..................................................................................36
1....................................................................................................................................Muc
do nha)n biét va ua thich thuong hi(u:......................................................................36
2. Phan khuc th| truérig va lira chpn thi truéng mpc tiéu:............................................37
3. Do luéng nhu cau trong hi(n tai va tuong lai:..............................................................40
3.1. Do luéing nhu cau hi(n tai doi v6i san pham ché bién tai Vi(t Nam:................40
3.2. Du bao nhu cau trong tuong lai:............................................................................41
CHUONG III................................................................................................................43
TH C TRANG BY DJING VA PHAT TRIEN THRONG HIE} U CUA CONG TY
ORION TRONG THE GIAN QUA
43
I. NHAN THUC CUA CONG TY VE’VAN DE THREONG HIEU:.........................43
II. Y TH C PHAT TRIEN THRONG HIEU CUA CONG TY HIEN NAY:
43
III. TH C T NG BY D(J G VA PHAT TRIEN THRONG HIEU CUA
ORION TRONG THE GIAN QUA:...................................................................45
1. Tinh hinh xay dijng cac thanh phan cua thuong hi(u:...................................................45
2.2. Tinh hinh ve chat lupng san phiim:........................................................................47
2.3. Tinh hinh bao bi va nhan hi(u:...............................................................................50
Chien lupc gi:i: .
55
Chién lupc phan

2. Phuong :in hinh thanh chién lupc:................................................................................64
III. TAM QUAN TRONG VA Y NGHIA CUA VIEC BY DQG THRONG HIEU:

IV. DJNH HU

G’CHIEN LUHC

Y DU; NG VA’PHAT TTR” IEN THRONG HIEU

PHAN III ..
82
IT LU,AN ’VA
82
I. KIT LU N:...............................................................................................................82
II. KIEN NGHJ:................................................................................................................ 82
1. Doi voi Cfing ty:.......................................................................................................82
1.1.............................................................................................................................Vé yeu to con
nguoi:..................................................................................................................82

1.2. ve chién luoc 4P:...............................................................................................83

2. Doi voi cac cc quan chuc nang:................................................................................85


DANH SACH CAC BAN BIEU
Bring 1: So lupng va cc cau lao dong
Bang 2: Trinh do chuyén mon cfia nhén vién Cfing ty
Bang 3: Phfin bo dia bén va di(n tich dau tu viing nguyén li(u
Bang 4: Tinh hinh su dpng von ciia Cfing ty
Bring 5: B:ing biro c:to két qua hoat dong kinh doanh trong 3 nam

Bring 6: Tinh hinh san xuat ctia Cong ty qua c:ie nam
Bang 7: Tinh hinh tiéu thu noi dia qua ciic nam
Bring 8: Loi nhu(an ctia Cfing ty qua ciic nam
Bang 9: B:ing phfin khuc thi. truéing theo da)c diem nhén khau
Bang 10: D:inh gi:i lua chpn nhu cau an uong ciia ngucii tiéu
diing Bang 11: Mtic tiing tru‹ing doanh thu not dia qua cac niim
Béng 12: Co cau c:ic san pham ciia Cfing ty
B:ing 13: Du biro muc tang truiing loi nhuan cua ORION.


DANH SACH PHIJ LjJC
Phu luc 1: Phiéu diéu tra thi. truéing.
Phu luc 2: Phiéu tham do y kien ciia Cfing ty vé van dé thuong hi(u.
Php luc 3: Bang yéu to moi truéing ché bién.
Phu luc 4: Bring so siinh c:ic phuong ti(n quang ciio.
Php lpc 5: Mot so hinh anh ve Cong ty ORION.
Php luc 6: Hinh anh cac san pham ctia Cong ty.

DANM SACH CAC BIEU DO

ctia ciic bi(n phap khuyén mai


PHAN MB DAU


PHAN MCJ
DAU

GVHD: Th.S LE“ DINH THAI

PHAN MB DAU

I. LY DO CHQN DE TAI:
“Chung ta song trong mpt théi dat thiia mtia. Chao moi nhfmg ma)t hang na
n:i nhu nhau khong con co the gitip cho doanh nghi(p ton tai. Khong the tiép tuc
khoe nhiing sén phém ciia by bang cach chat chung thanh day cao hon dong hang
cua doi thu canh tranh. Trong mot thi tru6ng dong duc, khong con co the tiép tqc c h
tranh don thuan bang c:ich danh cho bay hang hay ho hao lém tiéng hon nguoi khiic.
By phiii khac bi(t hoa cite ma(t hang ciia by. Va chi con mpt cho duy nhat ma b:Jr con
co thé khéu gpi su chti y ciia ngucii khac, de hp nghe by, nghi den b:Jr, nho by va
muon giao dich véii by. Cho ay la tain tri cua con ngu6i. Day la mot noi chon ma by
can no luc de chiém linh mot v| the. Khong co dupe mot cho dfmg trong tém tri con
ngucii co nghia la doanh nghi(p cua by ciing khong co cho dtmg trong thi truéing. Va
diéu ay con co nghia la by can chuyén tii the gicii cua sén pham sang the gié i ciia
thuong hi(u”.

Jesper Kurde
“Canh tranh kiéu moi khfing ph:ii la canh tranh gifra car ma cite cfing ty siin
xuat ra ci tai nha may ctia minh ma la c h tranh giiia nhfmg cai ma hp gia téng vao
siin pham dau ra cua nha in:iy duoi hinh thuc bao bi, dich vp, quiing cao, tu van kh:ich
hang, to chuc bo tri giao hang va da)c bi(t la thuong hi(u va nhiing thu kh:ic ma
kh:ich hang co the danh gia”.
Harvard’s Ted Levitt.
Trong cc ché thi truéing ciia thoi hoi nhap, cupc chién gay gat giiia cac
doanh nghi(p khong con la cuoc chién ve chat lupng vé i gia re nhu trucic ma day th
a(t su la cuoc chién giiia c:ie thuong hi(u uy tin. Biin chat ctia thuong hi(u uy tin la
site song lau dai, mang net riéng ctia doanh nghiep va san pham, nang cao khii nang
c h tranh ciia doanh nghiep va siin pham do trén thi tru6ng dong thoi lam cho kh:ich

héng sir dung hang hoa thuong hi(u tu hao hon. Diéu nay da dat ra yéu cau rat lén
cho cac doanh nghi(p can xay d g mot chien lucic thuong hi(u hi(u qua.
Tuy nhién, van de thuong hi(u ng:iy nay

“ cchhuuaa dupc cac doanh nghi(p quan

tain vii dau tu dung muc.
SVTH: PHAM THAI HONG HANH

Trang 9


PHAN MCI DAU

GVHD: Th.S LE DINH THAI

Xay dung thuong hi(u mot van de nong trong no luc ctia c:ie doanh nghi(p —

cong vi(c doi hoi nhfrng buoc di khon ngoan day toan tinh huéng toi thanh cfing.
Khong chi dimg lai ci vi(c “co the chi bao nhiéu tién” no lien rat nhiéu toi vi(c “chung
ta se chi nhtmg khoiin tién do nhu the nao”. Lam nhu the nao de xay dung thuong
hi(u? Lam nhu the nao de tao ra su kh:ic bi(t? Lam nhu the nao de vupt qua doi thii
c h tranh? — Diéu doanh nghi(p can thuc hi(n la phiii xay dijng cho minh mot chién
luoc xay dijng thuong hi(u cu the ro rang va suing tao - Thénh cong tro choi ciia tri tu(.
ORION la mot tap doan lén ctia Han Quoc da co thuong hi(u ci nhieu nuoc
song doi vci Vi(t Nam la nu‹ic dang ph:it trién, ngucii tiéu diing chi dang dan lam
quen véii situ pham mang thuong hi(u. Hon niia, Orion trong tain tri ngucii tieu dung
VN cling chua tha(t da)m net. Nén ORION da va dang xay ding, phat trién thuong
hi(u ORION trong long ngucii dan VN.
Thcii diem hoi nhap kinh té the gicii dang den, hang hoa Au, My lan tran, néu

khong muon thua ngay trén tai thi tru6ng chau A thi ngay tii bay gici, cong ty ph:ii tao
cho minh mot cho dimg viing chac. Dieu dang quan thin lit Cong ty phai lam the nfio
de dat duoc diéu do, cong tire Marketing cho xay dijiig va ph:it trién thuong hi(u se co
vai tro quyét dinh.
Xuat phat tir thuc tién Cong ty va do su cuon hut bcii vai tro khfing the thiéu
cua thuong hi(u trong nén kinh Ie hi(n nay, em chpn de Hi “ Dinh huéng chién lupc
xay d g va ph:it trién thuong hi(u Cong ty ORION” huéng ve ngucii tiéu diing Vi(t
Nam cho bai lua)n v n cua minh.
II. MUC TIEU NGHIEN CN:
1.

Nghién ciru, phan tich thuc trang xay dijng va phiit trién thuong hi(u ctia

Cong ty.
2.

Phan tich th| tru6ng.

3.

D|nh hu6ng chién lucic xfiy dijng va phat trien thuong hi(u cho Cong ty.

4.De xuat bi(n phap thuc hi(n chién luoc.

III. NQI DUNG NGHIEN CN:
1.

Nghién ciiu vi(c thuc hi(n c:ie hoat dong Marketing cho xay dung va phat

trién thuong hi(u ciia Cfing ty

PHAN MW DAU

GVHD: Th.S LE“ DDIINNHH THAI

2.

Nghién cuu tinh hinh thi tru6ng hi(n tai va xu huémg tiém nang.

3.

Nghién ctiu ciic doi thti c h tranh trong ngénh.

4.

Dinh huéing chién lupc thuong hi(u cho Cong ty trong thoi gran sap toi:

Ve nhan su
Chién luoc
4P.

IV. PHIf €tNG PHAP NGHIEN CN:
1.

Phuirng ph:i p thu thap ski li(u, thfing tin:
'u

la

100

phiéu

dung. Ben c h déi la thu thap dlr li(u thu cap, quan sat thuc té,
phan tich tong hpp tu cac so li(u dupe phép tiép ca(n ctia Cong ty va nhiing thong
tin ma Cong ty cho phép tiét lo két hpp vcii tham khiio c:ic thong tin tir s:ich,
bao, tap chi va tren in g Internet, .
2.

Ph irirng ph:i p xfr ly ski li(u:
Phan tich tinh hinh hoat dong kinh doanh dua tren so li(u ve c:ie chi tiéu t:ii

chinh cua cac bang bao cao két quit hoat dong kinh doanh ctia Cong ty.
Su dung phuong phiip so sanh, diinh gi:i mot so chi tiéu cua n in chpn so voi

n in goc.
Su dung phuong phiip thong ké, du biro lam cc sci de ra mot so bi(n ph:ip
nang cao hi(u qu:i hoat dpng ctia Cong ty.
Sti dpng phan mém SPSS phan tich b:ing diéu tra, nghién ciru thi triréng.

V. GUI HAN PHAM VI NGHIEN CN:
Voi kién thirc thuc té con h ché ciing nhu th‹ii lupng thuc bi gioi h nén vi(c d|
nh hu6ng chién lupc Thuong hi(u chi gié i han o thi triréng Vi(t Nam. Ma c› thi

truéng VN hi(n nay, van de xay d g thuong hi(u con rat moi vé chua phiit trién
manh. Do do, vi(c xay d g thuong hi(u ci day tap trung thu htlt va lam nhiéu ngu‹ii
biét den la chit yéu, sau nay m‹ii tinh den truéng thanh thuong hi(u. Luan vén tin chac
kho tranh khoi thiéu sot. Rat mong su chin thong va dong gop y kién tir Quy Thay Co,

anh ch| va c:ie by.
SVTH: PHAM THAI HONG HANH

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SVTH: PHAM THAI HONG HANH

Trang 3


HAN
CB SB LY LUAN


PHAN I: CO SCC LY LUAN

GVHD: Th.S LE DINH THAI

P
H
A
N
I
C
B

S
B
L

Y
L
U
@
N
I. TONG
QUAN
THAWING HI,EU:
1. Qu:i trinh hinh thanh
thwong hi(u:
Truoc tha(p nién 80,
kh:ii ni(m gia tri thuong
hi(u hoan toan xa la vcii
gioi kinh doanh ciing nhu

doi vfii nhfmg chuyén gia
tham d|nh giii tr| doanh
SVTH: PH

THAI HONG HANH

Trang
14

VE


nghi(p. Hp danh

cua cong ty. Ta)p doan

gia Hi sén cua

Builton duqc biin vcii gi:i

doanh

nghi(p

gap 35 lan giii tri lpi nhu

chi

l:i

nhfmg

a)n ciia no. Ke tit do, qu:i

vat

hits

hinh

trinh dinh hinh giii tri

nhu nhii xuéng,

thuong hi(u ngay mot ro

in:iy moc thiét

rang hon.

bi,. .

Cho den luc nay su

Bucic sang thap

ton tai cua gi:i tri| thuong

nién

sau

hi(u trong the gioi kinh

hang loat ciic

doanh la diéu tat yéu. Cfc

cuoc s:ip nhap

nhii quiin tri cling nhu cac

ngucii ta bat dau

chuyén gia deu phiii thiia

nha)n thuc duqc

nhan réng “Suc manh cua

“Thuong

Cong ty khong chi don

80,

hi(u”

la mot loai tai

gian

siin diing gi:i.

phuong

Diéu nay duoc

cong thuc hay quy trinh

minh chting qua

cong ngh( riéng ma con la

gi:i ca giao d|ch

ciich lam sao cho mpi

cila nhiing vu

nguoi tren the gioi muon

mua ban, siip

diing”. Do chinh la Thuong

nhap

hi(u.

doanh

nghi(p tren thi
tru6ng thoi bay
gici, tap doan
Nestle da mua
Rowntree

voi

chua
phap

dijng

trong

ché bién,

2. Khfii ni(m _ DJc diém _
Thanh ph n cfia Th irirng
hi(u:
2.1. Kh:ii ni(m:
Co rat nhieu nhiéu

giii gap 3 lan

ngu‹ii nghi khii nang tii

giii tr| ctla cong

thuong hieu dupe dich trpc

ty

thi

tiép tii tiéng Anh “Trade

chung

mark” (Trade — thuong,

khoan va gap 26

mark - hi(u), nhung da so

lan loi nhu a)n

c:ie doanh nghi(p hi(n nay

tren

tru6ng

SVTH: PH

THAI HONG HANH

Trang
15


hp diing tit “
brand” de tain
dich la thuong
hi(u.
Theo quan
diem tong hpp
ve thuong hi(u:
”Thuong hi(u la
mot tap c:ie
thuoc tinh cung
cap cho khach
hang muc tiéu

cac giii tri ma
hp doi hoi. C:ic
thanh phan
marketing

SVTH: PH

THAI HONG HANH

Trang
16


PHAN I: CO SO LY LUAN

GVHD: Th.S LE DSH THAI

hon hpp (sén pham, gia c:i, phan phoi va chiéu thi) cung chi la cac thanh phan cua mot
thuong hi(u”— Ambler & Styles.

Cau tao ctia mot thuong hi(u bao gom 2 thanh ph n:
Phan phiit am duoc: la nhung dau hi(u co the not thanh lcii, tiic dong vao
thinh giiic ngucii nghe nhu ten gpi, In ngfr, chit c:ii, cau khau hi(u (slogan), dog nhac
da)c trung,.
Phan khong phat am dupc: la nhiing dau hi(u tao sq nhan biét thong qua

thi gi:ic ngucii xem nhu hinh vé, biéu tupng, net chu, mau sac,.
Ngay nay, ciic yéu to cau thanh thuong hi(u da duoc mci rong khii nhiéu. Ngu‹ii
ta cho rang bat mot da)c trung nao cfia sén phém tiic dong vao cac giiic quan cua
ngucii khiic cilng céi the dupc coi la mot phan ciia thuong hi(u. Nhu vay, tiéng dong,

miii vi,. . .riéng bi(t cua s:in pham ciing co the ducic déng ky biin quyén.

2.2. Da)c diém ciia thuirng hi(u:
La loai tai siin vo hinh, cé giii tri ban dau bang khfing. Giii tri ciia no dupc hinh

thanh dan do su dau tu vao chat lupng san pham va cac phuong ti(n quang cao.
Thuong hi(u la tai situ thuoc s‹i htm ciia doanh nghi(p, nhung lai nam ngoai
pham vi doanh nghi(p va ton tai trong tain tri ngucii tiéu diing.
Thuong hi(u ducc hinh thanh dan qua thci gian nho nh(an thuc ctia nguoi tiéu

dung khi hp su dung sin phém ctia nhiing nhiin hi(u duoc yéu thich, tiep xuc voi h(
thong cac nha phan phoi, va qua qu:i trinh tiép nha)n nhfmg thong tin ve sén pham.
Thuong hi(u la tai sén co gi:i tri tiém ning, khong bi mat di ciing voi su thua lo

cua cac cfing ty.
2.3. Thanh phan cfia thw‹rng hi(u:
2.3.1. Thanh ph n chiic nEng:

Thanh phan nay co muc dich cung cap loi ich chuc nang ctia thuong hi(u cho
kh:ich hang muc tiéu va no chinh la san pham. Né› bao gom cac thuoc tinh mang tinh
chuc nang (functional attributes) nhu cong dpng sin pham, ciic da)c trung bo
sung (features), chat lupng.
2.3.2. Thanh phan cain xfic:

SVTH: PHAM THAI HONG HANH

Trang 17


.

GVHD: Th.S LE DINH THAI

PHAN I: CO SO LY LUAN

to gi:i tri mang tinh biéu tupng nham tao
cho khiich hang mqc tiéu nhmg lpi ich tain ly. C:ic yéu to nay co the la nhan c:ich
thuong hi(u, biéu tupng, lua)n cii gia tri hay con gpi la lua)n cr ban hang doc d:to,
gpi tat la USP (unique selling proposition), vi tri thuong hi(u dong hanh voi cong ty

nhu quoc gia xuat xu , cong ty noi dia hay quoc té,. . . Trong do, yéu to quan trpng
nhat tao nén loi ich tain ly cho khach hang mqc tieu la nhan cach thuong hi(u. Aaker
dinh nghia : “Nhan cach thuong hi(u la mot tap thuoc tinh ciia con ngucii gan lien

voi mot thuong hi(u”.
Dua vao thanh phan nhan cach con ngucii, Aaker dna ra ném thanh phan cua
nhan cach thuong hi(u thu6ng duoc gpi la “the big five” (5 ca tinh chinh) do la:
Chan that (sincerity) vi du nhu Kodak.
Himg khcii (excitement) vi du nhu
Beneton. N

g luc (competence) vi du

nhu IBM. Tinh té (sophistication) vi du nhu
Mercedes
Phong tran/manh mC (ruggedness) vi du nhu Nike

3. Gi:i tr[ thwirng hi(u:
Theo nghién ciiu cua ciic chuyen gia kinh té, gi:i tri thuong hi(u the hi(n qua
ciic yéu to sau:

3.1. Nh a( n thfrc thirirng hi(u:
Nhan thuc thuong hi(u la yeu to dau tién noi lén khii néng mot khach hang co
the nhan d g va phan bi(t nhfmg da)c diem cua mot thuong hi(u trong mot tap cac
thuong hi(u co ma)t tren thi tru6ng.

3.2. Chfit lwiyng cain nh§n:
Chat lupng cém nha)n 1:i yéu to ma khiich hang
lam

ra quyét dinh tieu

dung. Nhieu nha nghién ctili tai My da chfmg minh rang nha)n thuc ctia ngucii
tiéu diing ve chat lupng la yéu to quan trpng nhat gop phan téng lupng lqi nhu a)n


tren von dau tu ciia cong ty — quan trpng hon cii thi phan, hoat dong nghién ctiu va
phiit trién (R&D) hay chi phi cho Marketing.


GVHD: T¼8 LE“ DDIINNHH THAI

PHAN I: CO SP LY LUAN

3.3. Long dam mé thwong hi(u:
Mot thuong hi(u manh la mot thuong hi(u co the tao dviac su thich thu cho
khach hang muc tiéu, lam cho hp co xu huémg tiéu diing no va tiép tuc diing né›.
D)ac tinh nay cfia thuong hi(u co the biéu dien bang kh:ii ni(m su dam me thuong
hi(u. Dam me thuong hi(u co the bao gom ba thanh phan theo huémg th:ii do, do la su
thich thu, du dinh tiéu diing, va trung thanh thuong hi(u. Trong do, long trung

thanh ciia thuong hi(u dong vai tro quan trpng trong su thanh cong ciia thuong hieu.

II. QUY TRINH 9P TRONG MARKETING:
Phan khiic thi
P3
Chpn thi truiing muc tiéu

P9
Dich vu hfiu

P4
D|nh v] thuong

Pl Throng tin Marketing

P8
Phan phf›i

thuong hi(u

P5

P7
Quang b:i thuong hi(u

Xfiy d;jng
thuong hi(u
P6
Dinh gi:i

thuong hi(u

So do 1: Qui trinh 9P trong marketing
1. Nghién cfru va phfin tich mfii trwirng kinh doanh:
Nghién ctiri v:i phan tich moi truéng bao gom vi(c phan tich moi truéng bén

trong va bén ngoai cong ty. Phan tich

‘i triréin bén trong tao nén diem yéu hay

“i truén bén ngoai cong ty se tao nén c‹i hoi hay thach


PHAN I: CO SCC LY LUAN

GVHD: Th.S LE DSH THAI

thuc cho cong ty. Vi v(ay, phan tich moi tru6ng se giup cfing ty nha(n biét duoc
nhfmg diem mph, yéu, cc hoi va th:ich thttc ctia cong ty. Tit do co the hoach dinh
mot chien luqc thuong hi(u hieu quit.

2. Phan khiic th) trwirng:
Phan khuc thi truéng la quit trinh chia chia mot thi triréng co tinh khii bi(t cao
thanh ra nhiéu khitc nho ma trong timg khtic, hanh vi th:ii do tiéu diing ve mot loai
s:in pham nao do co tinh dong nhat cao.
Mot so bién de phan khuc th| truéng tiéu diing: theo dia ly, theo nhén khau (tuoi, gioi
tinh, thu nh(ap, nghe nghi(p, trinh do hpc van, v.v. . .), theo hanh vi (mtic do sts
dung, thiii do doi voi san pham, muc do trung thanh,. . .)

3. Chpn th) trwirng muc tiéu:

Chpn thi tru6ng mqc tiéu la diinh gi:i va lua chpn mot hay nhiéu khtic thi|
tru6ng thich hpp, co lot the cho cong ty de thoa man kh:ich hang mot cach tot nhat
nhiim nang cao gia tri thuong hi(u.

4. DJ nh v) thwirng hi(u:
Dinh v] l:i qu:i trinh xay ding v:i thf›ng dat nhfmg gi:i tri da)c trung ciia
thuong hi(u cf›ng ty vao tain tri kh:ich héng mqc tiéu.
Dinh v| phai dua tren nguyén tac di bi(t hay kh:ic biet hoa, tire la tao cho
thuong hi(u cf›ng ty khiic véii thuong hi(u c h tranh nhung co y nghia vcii kh:ich
hang. Chang h , cling ty se d|nh vi chu yéu bang siin pham vii giii cii. Sdn pham ci day
se da dang va phong phu, va gia se thap hon so véii doi thfi c h tranh.

5. Xfiy d;yng thwirng hi(u:
Xay dijng thuong hi(u chinh la xay dijng ve ciic thanh phan cua thuong hi(u
bao gom thanh phan chttc nang do la siin pham va thanh phan cém xuc dé› la cac yéu to

gia tr| nham tao cho khach hang muc tiéu nhfmg Ipi ich tain ly.

6. D)nh gi:i thu‹rng hi(u:
Dinh giii thuong hi(u dong mpt vai tro quan trpng trong vi(c hinh thanh v| tri

ctia thuong hi(u tren th( tru6ng muc tiéu. Hon niia, trong hon hpp marketing, giii ca la



GVHD: Th.S LE DINH THAI

thanh phan duy nhat tao ra doanh thu, trong khi cac thanh phan kh:ie chi tao ra chi phi
cho Cong ty. Co 3 phuong thuc dinh giii thuong hi(u:
•

D|nh giii tren cc sci chi phi.

•

Dinh giii tren cc s‹i c h tranh.

•

Dinh giii tren cc sci khach hang.

7. Quang b:i thwirng hi(u:
Qu:ing b:i thuong hi(u tire la lém sao cho thi truéing biét den, chap nha(n va
ghi nho thuong hi(u ciia minh. Thy thuoc tinh chat s:in pham, thi truérig mqc tieu va
kha nang tai chinh, cong ty co the :ip dung rieng lé hoac tong hpp cac phuong ph:ip
qu:ing b:i nhir quang c:to, khuyén mai kénh phén phoi, khuyén mai ngucii mua,
Markting su ki(n vii tai tro, quan h( cong chung (PR) (tuc la thiét lap vii khai th:ie
quan h( voi cac to chtic xa hoi, gié i truyén thong, cong quyén, tai chinh, dia phuong,.
. .), biin hang c:i nhan,.

8. Ph3n phfii thircrng hi(u:
Kénh phan phoi co the dinh nghia la mot tap hpp cac Cong ty va cii nhan co tu
each tham gia vao qu:i trinh luu chuyén san pham tir ngu‹ii s:in xuat den ngucii tiéu
diing.
De thiét ké h( thong kénh phén phoi, Cong ty phai phan tich nhu cau khach
hang, thiét lap mpc tiéu kénh phan phoi, nh(an d g nhfmg kénh phan phoi chinh de en
the lua chpn va danh gi:i chung. Cong ty can Inn y den d(ac diem khach hang,
siin pham, trung gian phan phoi, doi thii canh tranh va da)c diem ve moi truéng.

bén dna ra, co da)c diem la vo hinh ma néi lam tang gi:i tri ciia thuong hi(u, va néi thuc

day moi quan h( giua doanh nghiep dna ra thuong hi(u va khach hang.



PHAN I: CO SO LY LUA} N

III. CAC KHAI NI,EM LIEN
QUAN:

GVHD: Th.S LE DSH THAI

1. Marketing:
Theo
Hi(p

hoi

Marketing

Hoa

Ky,

“Marketing

la mot

qua

trinh hoach d|mh va quan

ly thuc hi(n vi(c dinh giii,
chiéu thi, va phdn phoi cite
y tuéing, hang hoa, dich vp
nham muc dich tao ra cite
giao dich de thoa man
nhiing muc tiéu ciia c:i
nhan, cua to chttc va ciia xa
hoi.”

2. Tinh c:ich thwcrng hi(u.
Ta(p hpp nhfmg net cém xtic
duqc dting de dinh hinh
thuong hi(u.

3. Ban sae thirirng hi(u:
La tong hpp tat ca
c:ic hoat dong Marketing,
da)c bi(t la truyén thong
Marketing, the hi(n Tinh
cach thuong hi(u va Loi ich
thuong hi(u theo each nhin
ciia Cong ty.
4. ThJ trw6ng:
Vi(c do lu6ng nhu
cau cfia thi truéng doi hoi
phai hieu rti ve thi truéing
lien quan. Thuat ngii thi
truéng trai qua nhieu thcii
gian da co nhieu dinh
nghia: