1/8/2011

1

HC VIN CNG NGH BU CHNH VIN THNG

KHOA QUN TR KINH DOANH

Ging vin: Ths. Ao Thu Hoi

Hc vin Cng ngh Bu chnh Vin thng

Email: hoaiat@vnpt.vn;

in thoi: 0904229946

Ym: bonxoan2001

NI DUNG

Chng 1: Tng quan v e-marketing

Chng 2: Xy dng k hoch e-marketing

Chng 3: Nghin cu th trng trc tuyn

Chng 4: Hnh vi khch hng

Chng 5: Phn on v xc lp th trng mc tiu

Chng 6: Chin lc nh v v khc bit ha

Chng 7: Chnh sch sn phm

Chng 8: Chnh sch gi

Chng 9: Chnh sch phn phi

Chng 10: Truyn thng e-marketing

Chng 11: Qun l mi quan h vi khch hng

1/8/2011

2

1. Khi nim, bn cht v phm vi

2. Li ch

3. S khc bit vi marketing truyn thng

4. Qu trnh v xu hng pht trin

5. iu kin p dng

6. u im nhc im

7. Cc hnh thc ca marketing trc tuyn

NI DUNG CHNG 1

1/8/2011

3

KHI NIM

Internet Marketing - marketing online - e-marketing l:

Mt cng c pht trin v qung b doanh nghip

bng cch ng dng cng ngh mng my tnh, cc phng

tin in t

vo vic nghin cu th trng, h tr pht trin sn phm,

pht trin cc chin lc v phng thc marketingv.v

nhm mc ch cui cng l a sn phm hng ha v dch

v n ngi tiu dng mt cch nhanh chng v hiu qu.

KHI NIM

Marketing trc tuyn l:

qu trnh lp k hoch v sn phm,

gi, phn phi v xc tin i vi sn

phm, dch v v tng

p ng nhu cu ca t chc v c

nhn

da trn cc phng tin in t v

internet.

Philip Kotler

1/8/2011

4

KHI NIM

Marketing trc tuyn bao gm:

tt c cc hot ng

tho mn nhu cu v mong

mun ca khch hng

thng qua internet v cc phng

tin in t.

KHI NIM

Marketing trc tuyn l:

hot ng ng dng mng internet v cc phng tin in t

(web, th in t, c s d liu, multimedia, PDA...)

tin hnh cc hot ng marketing

nhm t c cc mc tiu ca t chc v duy tr quan h khch

hng

thng qua vic nng cao hiu bit v khch hng (thng tin, hnh

vi, gi tr, mc trung thnh...), cc hot ng xc tin hng

mc tiu v cc dch v trc tuyn hng ti tho mn nhu cu

ca khch hng.

http://www. davechaffey.com/Internet-Marketing

http://www.davechaffey.com/Internet-Marketinghttp://www.davechaffey.com/Internet-Marketinghttp://www.davechaffey.com/Internet-Marketinghttp://www.davechaffey.com/Internet-Marketing

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KHI NIM

Marketing trc tuyn l:

lnh vc tin hnh hot ng kinh doanh gn lin vi dng

vn chuyn sn phm t ngi sn xut n ngi tiu dng

da trn c s ng dng cng ngh thng tin Internet.

Ghosh Shikhar v Toby Bloomburg

(Hip hi Marketing Hoa K AMA)

BN CHT

Phng thc: tin hnh khc marketing truyn thng

Mi trng: Hot ng trong mi trng Internet

Phng tin: Internet v cc thit b thng tin kt ni vo Internet

Bn cht khng thay i

Hnh vi tiu dng thay i

1/8/2011

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LI CH

Vi ngi

tiu dng

Vi doanh nghip

I VI CC DOANH NGHIP

C c cc thng tin nhanh nht v r nht

Xy dng chin lc Marketing ti u

Khai thc mi c hi ca th trng

Qu trnh chia s thng tin mua bn din ra d dng hn

Gim c nhiu chi ph

Loi b nhng tr ngi v mt khng gian v thi gian

Thit lp v cng c cc quan h i tc

To cho cc doanh nghip va v nh nhiu c hi

C bit ha sn phm n tng khch hng

Web pht huy hiu qu tip xc vi cng ng khch hng.

Xy dng CSDL lm nn tng cho loi hnh giao dch mt ti mt

1/8/2011

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I VI NGI TIU DNG

Gim chi ph

Tit kim thi gian

Tip cn c nhiu sn phm so snh v la chn

n gin ho giao dch thng mi

Cng khai hn v nh gi sn phm v dch v

Gim mi gii trung gian

Gi c cnh tranh

To lp phong cch mua hng mi

S KHC BIT VI MARKETING TRUYN

THNG

Tc

Thi gian

Khng gian

a dng ho sn phm

S khc bit v vn ho, lut php, kinh t

Cc tr ngi ca khu giao dch trung gian

Tip cn th trng

Hng ho v dch v s ho

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QU TRNH V XU HNG PHT TRIN

1.4.1. Cc giai on pht trin

Website thng tin; catalogue in t

Website giao dch: tin hnh cc giao dch

Website tng tc: lin kt cc website/h thng thng tin ca cc t chc vi nhau

1.4.2. S pht trin cc cng c ca Marketing trc tuyn

Marketing trc tip qua th in t: chi ph thp, c nhng li ch ca m phn

qua th in t

Message t Web n Mobile: MSN, ICQ

Chat: message, th in t, voice, video conference

Forum: focus group; indepth interview

Web-based: Bng cu hi

Thng mi di ng: hnh thnh cng vi s pht trin cc thit b in t cm tay

mobile, PDA, tablets.

IU KIN P DNG

Mi trng kinh doanh

Th trng

Doanh nghip

1/8/2011

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U IM NHC IM

u im

Tnh tng tc cao

Tit kim chi ph

Tc nhanh

Mi lc mi ni

Kim tra hiu qu d dng

Nhc im

Phng din k thut

Phng din bn hng

Phng din an ton, bo mt

CC HNH THC

Web

SEO

Email

Viral

1/8/2011

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1/8/2011

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NI DUNG

2.1. Cu chuyn second life

2.2. Quy trnh lp k hoch E-marketing

2.3. Lp k hoch E-marketing

2.4. By bc tin hnh k hoch E-marketing

CU CHUYN SECOND LIFE

c m ra cng chng vo nm 1999

C 2,3 triu cng dn vo nm 2008

Gn 500.000 lt ng nhp trong thi gian by ngy

Mi cng dn mt ti khon v c avatar

Hn 50.000 doanh nghip c mt trong SL

Video/Introduction to Second Life (historical view)_(360p).mp4Video/Second Life - The Online 3D Virtual World_(360p).mp4

1/8/2011

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K HOCH E - MARKETING

Exhibit 3 - 1 E-Marketing Plan Strategy Formulation and Implementation

Cc yu t:

Cnh tranh

Cng ngh

Lut php

Cc th trng

Hnh mu

Chin lc E

Business Chin lc

E Marketing

Thc hin

Marketing hn hp/CRM

K hoch E - Marketing

NH GI VIC THC HIN

The Napkin plan

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The Venture Capital

WAN (Wide Area Network)

1. Ai l nhng khch hng a ri ro?

2. Cch thc mua sm hng ha hay dch v ca khch hng?

3. Mc hp dn ca sn phm hay dch v p ng c nhu

cu mua sm ca khch hng?

4. Mc gi cho sn phm hay dch v (t gi)?

5. Mc ri ro khi tin hnh ng nht cc phn on khch

hng.

6. Chi ph cho vic p ng yu cu khch hng?

7. Chi ph sn xut v phn phi sn phm hay dch v ti tay

khch hng?

8. Chi ph dnh cho vic chm sc khch hng

9. Chi ph gi chn mt khch hng?

1/8/2011

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7 BC LP K HOCH E- MARKETING

Bc Nhim v

1. Phn tch

hon cnh

- Xem xt mi trng doanh nghip v phn tch SWOT

- Xem xt tng quan k hoch marketing v cc thng tin

khc c th s dng cho cng ty v thng hiu ca n.

- Mc tiu, chin lc, cc tiu chun thc hin ca doanh

nghip kinh doanh in t.

2. Lp k hoch

chin lc

Marketing trc

tuyn

- Xc nh chnh xc gia t chc v k hoch chin lc,

nhng c hi th trng ang thay i. Phn tch c hi th

trng thc t, phn tch cung v cu, v phn tch phn

on th trng.

- Chin lc bc 1: Phn on/ Mc tiu/ S khc bit/ V tr

3. Xc nh mc

tiu

- Nhn bit mc tiu theo chin lc kinh doanh in t

MAN (Metropolitan Area Network)

5. Thc hin k

hoch

- Thit k phng thc Marketing trc tuyn hn hp.

Sn phm/ cch thc phc v

Gi c/gi tr

Phn phi/cung

Hi nhp thng tin hn hp

Thit k phng thc qun l mi quan h

Thit k cc phng thc thng tin

Thit k cu trc doanh nghip cho vic thc hin k hoch

6. Lp ngn

sch

- D bo v thu nhp

- nh gi chi ph cho vic thc hin mc tiu.

7. nh gi bn

k hoch - o lng tnh kh thi ca k hoch

4. Chin lc

Marketing trc

tuyn

- Nhn bit lung thu nhp bi kinh doanh in t.

- Chin lc bc 2:

Thit k, xut gi, phn phi, thng tin v th trng

v mi quan h vi mc tiu chin lc.

Cn bng mc tiu vi ti chnh.

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Bc 1: Phn tch hon cnh

Nng lc bn trong V d

S tng tc vi

khch hng

TMT, dch v khch hng, knh phn phi.

Sn xut v cung

ng

SCM, lp chng trnh sn xut, qun l u t.

Con ngi Vn ha, k nng, hiu bit v qun l, cc quan h,

v cc cam kt ti kinh doanh in t.

i mi qun l Vn ha, s nng ng ca doanh nghip, kh nng

thch nghi nhanh chng vi iu kin th trng.

Cng ngh Cc h thng ERP, hnh lang php l, mng, v tr

web, c nhn, k nng IT

o lng vic thc

hin

S kho lo s dng cc cng c, sa cha cc tnh

hung.

CSHT ct li H thng ti chnh, R&D, ngun nhn lc

Bc 3: Xc nh cc mc tiu

Nhim v (nhng vic cn phi hon thnh)

C th o lng (bao nhiu)

Gii hn thi gian (bao lu)

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Bc 4: Xy dng chin lc

M hnh mng ngang hng

Chin lc sn phm

Chin lc gi c

Chin lc phn phi

Chin lc truyn thng Marketing

Chin lc qun l cc mi quan h

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Bc 5: K hoch thc hin

Mc tiu trc tuyn Chin lc trc tuyn

Qung

co

CSDL

Marketing

Th in

t trc tip

Bn hng

trc tuyn

Marketing

lan truyn

Gia tng li bnh trong

Blog

C Khng C Khng C

Tp hp thng tin

khch hng

Khng C C C C

Hon thin dch v

khch hng

Khng C C C Khng

Tng s