Xây dựng chiến lược marketing - mix hiệu quả đối với khách du lịch Nhật Bản đến Việt Nam

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Xay du'ng chien li/gfc

marketing - mix hieu qua

do1 v6\ khach du lich Nhat Ban

V

den Viet Nam

NGUYEN THI THANH*

Tom tat

Bang phuang phdp nghien cdu dinh lugng, tdc gid da tie'n hdnh diiu tra 150 khdch du lich cd 
qud'c tich Nhdt Bdn de'n Viet Nam, chd yeu Id nam gidi trong do tudi 45-60, nhdm tim hieu 
ddnh gid thytc te cda khdch hdng vi chinh sdch marketing - mix cda 4 doanh nghiep kinh doanh 
W hdnh do Id: Cdng ty LU hdnh OSC (OSC), Cdng ty Lien doanh Du lich Apex (Apex), Cdng 
ty Ldi hdnh Sdi Gdn Tourist (Sdi Gdn Tourist), Cdng ty Du lich NTD Travel (NTD). Tvt do, bdi 
vie't de xudt mot so gidi phdp de xdy dung chie'n luge marketing - mix hieu qud cho cdc cdng 
ty du lich Viet Nam.

Tuf khoa: marketing - mix, du khdch Nhdt Bdn, du lich Viet Nam 
Summary

By quantitative research method, the author carries out a survey of 150 Japanese tourists to 
Vietnam, mainly men at the age from 45 to 60, in order to understand their actual assessment 
of marketing mix policy at four travel companies which are OSC Vietnam Travel (OSC), 
Apex Travel (Apex), Saigon Tourist, NTD Travel Company (NTD). On that basis, solutions 
are provided to develop effective marketing-mix strategies for Vietnamese travel companies.

Keywords: marketing - mix, Japanese tourists, Vietnam's tourism

^ 
Gl6l THIEU

Nhffng nam gan day, thi trffdng khach
du lich Nhat Ban de'n Viet Nam cd quy
md va td'c do tang trffdng kha cao. Tuy
nhien, day la thi trffdng tffdng dd'i "khd
tinh". Chinh vi vay, cac cdng ty du lich
Viet Nam phai thffdng xuyen hoan thien
chie'n Iffdc marketing mix de cd the
thich nghi va dap ffng td't nha't nhffng nhu
cau va mong mud'n cua du khach Nhat
Ban. Tff dd, dffa ra nhffng chie'n Iffdc,
giai phap hieu qua nham thda man nhu
cau ciia khach hang.

CO sd LY THUYET VA PHU'DNG 
PHAP NGHIEN CLfU

Co sdly thuyet

Theo nghien cffu ciia Trffdng Dinh
Chie'n va Pham Thi Huyen (2012),

marketing mix la tap hdp nhffng ye'u to' bie'n ddng,
kiem soat dffdc cua marketing ma doanh nghiep sff
dimg de cd' gang gay dffdc phan ffng mong mud'n tff
phia thi trffdng muc tieu. Marketing - mix la mdt khai

niem rat thdng dung trong kinh doanh, la tap hdp cac
cdng cu tie'p thi dffdc doanh nghiep sff dung.

Nghien cffu ciia Frederick E. Webster, J. (1991)
cho rang, marketing mix trong kinh doanh bao gdm
nhffng ye'u to cd the kiem soat dffdc ma cdng ty phoi
hdp sff dung de dap ffng nhu cau ciia khach hang trong
thi trffdng muc tieu. Cac yeu td' dd la: san pham, gia,
phan phd'i va truyen thdng marketing.

Cdn ve marketing du lich, theo Robert Lanquar va
Robert HolUer (2002), marketing du lich la mdt loat
phffdng phap va ky thuat dffdc hd trd bang mdt tinh
than dae biet va nham thda man cac nhu cau khdng ndi
ra hoac ndi ra cua khach hang, cd the la mtic dich tieu
khien hoac nhffng muc dich khac, nhff: cdng viec gia
dinh, cdng tac...

Tff pham trii marketing mix 4Ps trong ly thuye't
marketing hang tieu dung, cac chuyen gia marketing
*ThS., Cong ty Du Ijch NTD Travel I Email:

Ngdy nhdn bdi: 30/10/2018; Ngdy phdn bien: 15/11/2018; Ngdy duyet ddng: 20/11/2018

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BANG 1: DANH GIA CHAT LtSOliG SAN PHAM DG LfCH 
Cac ti§u chi

1. Sir phu hcfp vdi du khach Nhat Ban

2. Slf hap dan va doc dao cua san pham du lich

3. Slf hcJp ly, linh hoat cua san pham du lich
4. Mu'c do da dang va phong phii ve san pham
du lich

5. Ve dich vu ciia ccJ sd lifu tru
6. Ve dich vu cua nha hang
7. Ve dich vu van chuyen

OSC

4,1
3,5
4,0
2,3
4,4
3,5
3,7

Apex 
4,0 
4,7 
4,2 
2,5 
4,2 
4,2 
4,1

Sai Gon 
Tourist

4,0 
3,2 
3,4 
3,2 
3,8 
4,1 
4,1

NTD 
4,3 
4,2 
4,0 
2 
4,3 
4,0 
4,5

Trung 
binh

4,1 
3,9 
3,9 
2,5 
4,2 
3,95 
4,1

BANG 2: DANH GIA VE GIA CA CAC CHtTCJNG TRJNH DU LICH 
Cac tieu chi

1. Mu'c do tu'dng xii'ng ve gia ca vdi chat lifcfng
dich vu

2. Mu'c dp thuan tien cua viec thanh toan
3. Mvlc dp linh hoat ve gia ca cac dich vu

OSC

3,2
4,2
3,5

Apex 
3,8 
4,2 
3,8

Sai Gon 
Tourist

2,9 
4 
3,7

NTD

4,1 
4,5 
4,2

Trung 
binh

3,5 
4,2 
3,8

BANG 3: DANH GIA VE KENH PHAN PHOI 
Cac tidu chi

1. Cam tha'y tin tu'dng khi mua tour du lich
trifc tiep tuf cong ty

2. Nhan vien ban hang co kha nang difa ra
giai phap phu hdp cho khach hang
3. Mang lifdi kenh ban hang rong

OSC

4,1
3,9
3,7

Apex 
4,0 
3,8 
3,6

Sai Gon

Tourist

4,3

3,9 
4,2

NTD 
4,5

3,8 
3,0

Trung 
binh

4,2

3,85
3,6
Nguon: Ket qua khao sat ciia tac gia, 2017
du lieh da dffa ra eac bie'n the khac hdp, nhff: marketing
9Ps, marketing 4Ps+3Cs.

Theo Burke va Resniek (1991), marketing 9Ps la
cac thanh phan trong mot cdng thffc day du de dat
dffdc ke't qua cud'i eiing theo mong mud'n cua nha kinh
doanh du lich. Marketing du lich 9Ps bao gom: san
pham (product), gia (price), phan phd'i (place), con
ngffdi (people), chffdng trinh (programing), xiic tie'n

(promotion), dd'i tac (partnership), tron gdi (package)
va dinh vi (positioning). Trong marketing 4Ps -i- 3Cs,
chie'n Iffdc marketing cd ban thffdng dffdc trien khai
chung quanh 4 ye'u to' ed ban (4Ps: san pham, gia ca,
phan phd'i, xue tie'n) vdi 3 ye'u td'lien quan (3C: khach
hang, dd'i tac, canh tranh).

Trong bai vie't nay, tac gia sff dung md hinh
marketing mix du lich 8Ps, bao gom: San pham
(product), Gia ca (price), Phan phd'i (partition/place),
Xue tie'n (promotion), Nhan sff (people), Tron gdi
(package), Dd'i tac (partnership), Quy trinh (process).
Bie'n so' dinh vi khdng dffdc sff dung trong bang hdi va
chi dffdc the hien qua ban do dinh vi.

PhUOngphdp nghien cdu

De nghien cffu danh gia thffc te ciia
khach du lich Nhat Ban ve chinh sach
marketing - mix ciia 4 cdng ty du lich,
tac gia da sur dung phffdng phap phan
tich dinh Iffdng. 160 phie'u khao sat
dffdc phat ngiu nhien cho khach du lich
cd qud'c tich Nhat Ban, chii ye'u la nam
gidi trong do tudi tff 45-60 de'n Viet
Nam vdi muc dich thffdng mai, hpi nghi,
hoi thao va tim kiem cd hoi kinh doanh,
thdng qua 4 doanh nghiep kinh doanh Iii
hanh. Ke't thuc khao sat, 150 phie'u dat
tieu chuan dffdc nhap vao phan mem

Excel de xff ly. Cac tieu chi dffa ra danh
gia dffdc xep theo thang diem tff 1 (thap
nha't) de'n 5 (cao nha't). Khao sat dtfctc
thffc hien trong thdi gian tff thang

10-11/2017.

KET QUA NGHIEN CLfU

Ve chuong trinh du lich (Production)

Bang 1 cho tha'y, san pham dufdc
khach hang danh gia td't, phu hdp vdi thi
trffdng khach la cdng vu. Dac tinh cua
khach cdng vu la khdng cd nhieu thdi
gian, cd kha nang chi tra cao va can dich
vu td't. Dieu nay the hien d mffe diem
trung binh cua cac tieu ehi danh gia chat
Iffdng san pham du lieh cua cac cdng ty
kha cao, cho tha'y viec nghien cffu va xay
ditag san pham kha td't. Trong do, Cong
ty Apex dffdc danh gia cao ve sff hap din
va doc dao ciia san pham du lich vdi 4,7
diem. Duy ehi cd tieu ehi ve mffe do da
dang va phong phu ve san pham du lich
la cdn ngheo nan, ddn dieu vdi diem
trung binh la 2,5. Dac biet, dd'i vdi Cong
ty NTD chi dffdc 2 diem.

Ve gid cd dich VM du lich (Price)

Theo ke't qua Bang 2, khach hang
danh gia cao mffe do thuan tien cua viec
thanh toan (4,2 diem). Trong dd, Cong
ty NTD dffdc danh gia cao hdn ca so vdi
cac dd'i thii canh tranh khac d ta't ca cac
tieu ehi. Dd la do, NTD tap trung chu
ye'u vao doan thi trffdng khach cdng vu
khdng nhff nhffng cdng ty khac ciing liic
trien khai nhieu thi trffdng, nhieu miJc
gia nen se dan de'n sff so sanh. NTD la
doanh nghiep tff nhan nen kha nang linh
boat, dieu chinh gia cao hdn ban so vdi
OSC, Apex (lien doanh), hay Sai Gon
Tourist (cd phan).

Ve trien khai bdn dich vu (Place)

Nhin chung, khacli Nhat Ban cam
tha'y tin tffdng khi mua tour du lich tnic

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Kinlitc
va DlT bao

tie'p tff cae cdng ty vdi mffe diem trung
binh la 4,2 (Bang 3).

Trong eac nha cung cap, Cdng ty NTD
siir dung chu ye'u kenh phan phd'i trffc tie'p
va khach hang trffc tie'p lien he vdi Cdng

ty de dffdc chuyen gia tff va'n hd trd. Cdn
cac cdng ty khac cd he thd'ng dai ly ban
hang rong ldn hdn, cd van phdng d nffdc
ngoai va tham dff hoi chd du lich qud'c te',
nen ty le phan bd kha ddng deu. Trong
khi dd, NTD chffa chu trpng viec tham
gia nhffng boat ddng nay, nen kenh phan
phd'i nay edn ban che.

Ve hoqt dgng truyen thdng (Promotion)

Ve boat ddng xue tie'n truyen thdng,
kenh truyen thdng chu dao vin la kenh ea
nhan, thdng qua sir gidi thieu cua ban be
hay do da tffng sff dung dich vu cua cdng
ty (diem trung binh la 4,1). Trong dd, ndi
bat nha't la Sai Gdn Tourist (4,2 diem),
OSC va NTD cung dffdc 4,1 diem, cdn
Apex chi dffdc 3,9 diem.

Ben canh do, kenh thdng tin de'n
khach hang thdng qua mang internet hay
cac an pham quang cao, td rdi; thdng
qua he thd'ng thdng tin tai cac diem cdng
cdng, nhff: san bay, trung tam thdng tin
du lich cdn tha'p. Ly do khach quan la do
tam ly ngffdi Nhat Ban it ehii y de'n cac
hinh thffc nay.

Yeu to con ngUdi (People)

Do dac thu kinh doanh, khao sat ehi
tap trung nghien cffu danh gia gdc dp
con ngffdi qua bd phan nhan vien kinh
doanh va hffdng dan vien. Dd la nhffng
bd phan thffdng xuyen tie'p xue vdi
khach hang nha't.

Theo dd, mffe dp chu dao, nhiet tinh
vdi khach va mffe dp sat sao, kha nang
xff ly tinh hud'ng ciia bd phan kinh doanh
dffdc danh gia cao nha't vdi mffe diem
trung binh lan Iffdt la 4,5 va 4,25. Dieu
nay the hien sff quan tam ciia nhan vien
den du khach, du khach cam tha'y dffdc
tdn trpng va tin tffdng vao dich vu cua
cac cdng ty. Tuy nhien, kie'n thffc phue
vu cho cdng viec ciia bd phan nay dffdc
danh gia chffa cao vdi mffe diem trung
binh la 3,5.

Cdn dd'i vdi hffdng din vien, trong cac
tieu chi danh gia, thi nghiep vu ngoai
ngff dffdc danh gia cao nha't vdi 4 diem
trung binh. Nhffng ne'u tinh diem rieng
tffng cdng ty, thi chi cd Sai Gdn Tourist
dat mffe diem tuyet dd'i la 5 diem. Nhffng
cdng ty cdn lai chi dat 3 diem.

Ve trgn gdi du lich (Packging)

Bang 4 cho tha'y, chinh sach trpn gdi

BANG 4: DANH GIA CUA KHACH HANG VE TRON GOI DG LICH 
Cac ti^u chi

1. Cac dich vu cua cong ty dap iJng nhu cau da
dang cua khach hang

2. Cac dich vu cua cong ty cd tinh dong bp cao

OSC

4,5
4,4

Apex 
4,0 
3,9

Sai Gon 
Tourist

4,8 
4,7

NTD 
3,1 
3,3

Trung 
binh

4,1
4.2

BANG 5: DANH GIA VE QUAN HE DOI TAC 
Cac ti6u chi

1. Cong ty thiet lap va duy tri moi quan he ben
viing vdi doi tac

2. Phan chia nhiem vu cua tijfng doi tac difa tren
nguon lu'c va kha nang cua tifng doi tac

3. Cong ty luon san sang dong gdp nguon life vao
moi quan he do'i tac de dat du'dc muc tieu chung

OSC

4,6

4,3

4,2

Apex

4,3

4,1

Sai Gon 
Tourist

4,7

4,5

4,3 
NTD

4,6

4,5

4,4

Trung 
binh

4,55

4,35

4,25

BANG 6: DANH GIA VE QCIY TRINH CONG CAP DICH VU

Cac ti6u chi

1. Thu tuc thu'c hien viec mua tour ddn gian,
nhanh gpn

2. Quy trinh phue vu ciia hifdng dan vien
khoa hpc

OSC

4,5
4,4

Apex 
4,5 
4,3

Sai Gon 
Tourist

4,8

4,5

NTD

4,5
4,4

Trung

binh

4,6

4,4

BANG 7: KET QOA KHAO SAT MARKETING - MIX SPS 
Cac tifeu ciii

1. Chu'dng trinh du lich
2. Gia ca dich vu du lich
3. Trien khai ban dich vu
4. Hoat dong truyen thong
5. Yeu to'con ngu'di
6. Trpn gdi du lich
7. Quan he doi tac

8. Quy trinh cung cap dich vu

OSC

3,6
3,6
3,9
4,0
3,5
4,45
4,35
4,45

Apex

4,0
3,9
3,8
3,8
4,0
3,95
4,15
4,4

Sai Gon 
Tourist

3,7 
3,5 
4,0 
4,2 
4,0

4,75

4,5

4,65

NTD 
3,9 
4,3 
4,1

4,0 
3,8 
3,2

4,5
4,45

Trung 
binh

3,8
3,8
3,95
4,0
3,8
4,15
4,5
4,5
Ngudn: Ket qua khao sat cua tac gia, 2017

du lich ciia cac cdng ty dffdc khach hang danh gia kha
tdt. Rieng Cdng ty NTD, cac dich vu ciia Cdng ty chffa
dap ffng td't cac nhu cau da dang ciia khach hang (3,1
diem) va cac dich vu cua Cdng ty cd tinh ddng bd chffa
cao (3,3 diem).

Ve quan he ddi tdc (Partnership)

Ke't qua khao sat Bang 5 cho tha'y, cae cdng ty deu
rat chii trpng phat trien quan he dd'i tac. Diem danh

gia ciia eac cdng ty ve 3 tieu chi khdng cd sff chenh
lech ldn.

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Ve quy trinh cung cdp dich vu (Process)

Nhin chung, danh gia cua khach hang ve quy trinh
cung cap dich vu cd mffe dp tffdng ddng cao giffa cac
cdng ty du Uch. Ndi trdi nha't vin la Sai Gdn Tourist
(Bang 6).

Tff ke't qua khao sat tren, tac gia da tdng hdp ket
qua khao sat marketing - mix 8Ps nhff Bang 7:

Trong cac bien so' cua marketing mix san pham
du lich dd'i vdi du khach Nhat Ban, dffdc danh gia cao
nha't la quan he dd'i tac va quy trinh cung cap dich vu.
Du khach Nhat Ban danh gia chffa cao dd'i vdi chffdng
trinh du lich, gia ca dich vii du lich va ye'u to' con
ngffdi. Day la nhffng bie'n sd'ra't quan trpng cua chien
Iffdc marketing mix dich vu du lich ma cac cdng ty
Iff hanh Viet Nam can tap trung cai thien trong thdi
gian tdi.

MOT SO GIAI P H A P

De xay dffng mot chie'n Iffdc marketing mix hieu
qua nham thda man nhu eau cua khach du lich Nhat
Ban, ddng thdi, mang lai gia tri doanh thu cho ddn vi
kinh doanh, trong thdi gian tdi, cae cdng ty du lich Viet
Nam can thffc hien mdt so giai phap sau:

Dd'i vdi chinh sdch sdn phdm: Can cung cd' va nang

cao chat Iffdng dich vu du lich tao ra nhieu lifa chpn
cho khach hang, dac biet la nhffng khach hang da tffng
sff dung dich vu cua cdng ty bang each xay dffng them
cac san pham tour du lich.

Chinh sdch gid: Ben canh viec nang cao chat

Iffdng dich vu de thoa man sff mong ddi cua khach,
thi cac cdng ty vin can thie't phai can dd'i giffa chat
Iffdng va gia canh tranh so vdi cac dd'i thu canh tranh
trffc tie'p khac, dam bao la ngffdi dan dau ve gia va
chat Iffdng phue vii, nhffng khdng cd sff khac biet qua
ldn ve gia.

Chinh sdch phdn phdi: Vdi cac khach hang da tffng

mua hay sff dung san pham, dich vu cua cdng ty, can
cd bien phap duy tri lien he vdi khach dffdi cac hinh
thffc, nhff: gffi thff dien tff, thff chuc mffng nhan dip le,
Tet, sinh nhat cua khach hang, gffi cac chffdng trinh du
lieh mdi hay thdng bao cac chinh sach ifti dai cho cac
khach hang trung thanh vdi cdng ty. Ben canh dd, cac
cdng ty can cung cd, duy tri va md rdng quan he vdi
cac td chffc thffdng mai, dau tff, Dai sff quan Nhat Ban,
cac van phdng dai dien cua cac tap doan ldn cua Nhat
Ban tai Viet Nam.

Ddi vdi chinh sdch xdc tie'n: Can xay

dffng cac chffdng trinh khuye'n mai dac
biet vao cac ngay l l , Tet ciia Viet Nam
va Nhat Ban; tang coupon mua hang sieu
thi hay sd dung mien phi cac dich vu bd 
sung, nhff: dat ve may bay, dat phong,
dich vu ddn tien...

Dd'i vdi chinh sdch nhdn svt: Can nang

cao nghiep vu ciia hffdng din vien d mot
so yeu cau cd ban, nhff: kha nang diln
thuye't, kien thffc tdng hdp ve dia ly,
chinh tri, kinh te xa hdi va kha nang
nam bat tam ly, nhu cau cua khach hang.
Ben canh dd, cac cdng ty cung can tien
hanh td chffc dao tao va nang cao nghiep
vu, trinh dp tieng Nhat cho nhan vien.

Dong thdi, cd chinh sach va che do
tien Iffdng, thffdng thoa dang cho nhan
vien nham khuye'n khich va tao ddng life
cho nhan vien lam viec td't hdn, hieu qua
hdn, cd trach nhiem hdn.

vi chinh sdch vdi cdc ddi tdc: Can

xay dffng md'i quan he chat che vdi cac
nha cung ffng dich vu thdng qua cac hdp

ddng kinh te' thffdng nien va sif hdp tac
lau dai gan lien vdi uy tin de cd gia tot
nha't, nhff: khach san, nha hang. Ben
canh dd, se duy tri viec thffdng xuyen
kiem tra chat Iffdng dich vu cua cac nha
cung ffng thdng qua viec do Iffdng sif
hai long cua khach hang de cd the co
nhffng bien phap can thie't de nang cao
chat Iffdng.

Quy trinh cung cap dich vu: Can xay

dffng rd tieu chuan chat Iffdng dich vu co
tinh he thd'ng va chat che hdn, theo dinh
hffdng khach hang, nhff: phffdng tien di
lai, dich vu lffu tni, ve ve sinh va an toan
thffc pham...

Ke't hgp cdc dich vu di kem trong lH 
hdnh: Cac cdng ty can tang cffdng khai

thac va cung cap cae dich vu du lich di
kem de dap ffng mdt sd' nhu cau cua du
khach Nhat Ban, nhff: mua sam, tam
nffdc khoang ndng, nghi ngdi tai mot
so cac khu du lich sinh thai, nghi dffdng
danh cho ngffdi gia...G

TAJ LIEU THAM KHAO

1. Trffdng Dinh Chien, Pham Thi Huyen (2012). Gido trinh qudn tri marketing, Nxb Giao due 
Viet Nam, Ha Ndi

2. Frederick E. Webster, J. (1991). Organizational Buying Behavior, Englewood Cliff, NJ: 
Prentice Hall

3. James F. Burke, Barry P. Resniek (1991). Marketing and Selling the Travel Product, 
South-western Publishing Company, Cincinnati, OH

4. Robert Lanquar, Robert HolUer (2002). Le Marketing touristique, PUB

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