Tiu lun c nhn mn Thng mi in tLp TMA306.1Phn tch, nh gi hiu qu v xut gii php nng cao hiu qu website MegaBuy.vnTRNG I HC NGOI THNGKHOA KINH T V KINH DOANH QUC T

TIU LUN C NHN TI:PHN TCH, NH GI HIU QU V XUTGII PHP NNG CAO HIU QUWEBSITE MEGABUY.VN

Ging vin hng dn:ThS. Nguyn Th Hng Vn

Sinh vin thc hin:Nguyn nh Tng

M sinh vin:1001011107

Lp:TMA306.1

H Ni, thng 3/2013

MC LCNI DUNG3Chng 1.GII THIU CNG TY31. Gii thiu tm tt v cng ty32. Gii thiu v s ra i website ca cng ty4Chng 2.PHN TCH NH GI WEBSITE Megabuy.vn51. Cc hot ng c bn5a. Hu cn u vo:5b. Vn hnh5c. Hu cn u ra6d. Marketing v bn hng7e. Dch v sau bn72. Ma trn SWOT93. nh gi website theo m hnh 7C9Chng 3. XUT CC CHIN LC TMT15I. Cc chin lc pht trin151. M hnh kinh doanh:152. Th trng mc tiu:153. Pht trin th trng v sn phm154. nh v v khc bit ha155. iu chnh cu trc t chc thc thi chin lc16II. Cc chnh sch trin khai161. Chnh sch nhn s:162. Chnh sch ti chnh:163. Cc chnh sch E-marketing16a. Chin lc cho hng16b. Chin lc gi:17c. Chin lc xc tin17d. Chin lc phn phi174. Cc chnh sch Logistic18a. Logistic u vo:18b. Logistic u ra18TI LIU THAM KHO19

NI DUNGGII THIU CNG TY Gii thiu tm tt v cng tyNm thnh lp:Bt u kinh doanh l mt phng kinh doanh nh ca Cng ty TNHH H&B t nm 2001, sau khi tch ra thnh cng ty CP u t Pht trin Cng Ngh Thi i Mi. Cho n nay, Cng ty Megabuy tr thnh cng ty hng u trong lnh vc kinh doanh, phn phi cc sn phm cng ngh cao bng cch p dng hnh thc bn hng trc tuyn trn mng Internet (kinh doanh Thng mi in t) ti Vit NamS lng nhn vin:i ng CBCNV hin nay ca cng ty c 70 ngi, trong hn 92% l hiu bit CNTT, trn 90 % c trnh ai hc v sau i hc, l c nhn cc ngnh ti chnh, kinh t, in t vin thng, maketingNgnh hng kinh doanh: Kinh doanh, phn phi cc sn phm cng ngh cao: Lnh vc tin Hc v my mc vn phng T vn gii php. Lnh cch l nh phn vc Vin thng Tch hp h thng. Thit b gii php Ngn hng, Siu th, Chm CngTh trng chnh: Th trng trong nc, ch yu l th trng min BcDoanh s qua cc nm: Doanh s hng nm tng t 200%-300% (Theo Trust.vn) (n v: ng)20072008

Doanh thu15.182.580.96619.145.355.191

Li nhun sau thu38.023.01192.324.907

Tnh hnh cung cu trn th trng:M hnh kinh doanh: M hnh website TMT bn hng trc tuyn B2B, B2CGii thiu v s ra i website ca cng tyMc tiu ban u khi lp website:To lp mt knh bn hng mi, p dng thng mi in t vo kinh doanhnh gi tc ng ca website n hot ng kinh doanh ca cng ty:Sau 3 nm ra i v hot ng, c s quan tm v ng h ca qu khch hng, thi gian ngn MEGABUY s tr thnh mt trang web thng mi in t bn hng trc tuyn B2C, B2B hng u ti Vit nam, gip ch nhiu cho khch hng trong vic la chn, mua sm nhng sn phm hng ho ph hp, cht lng tt vi gi c cnh tranhc im KH truyn thng:Khch hng truyn thng hu ht u c nhng nhn thc cha y v TMT, cn c tm l s st khi mua hng trn mng, thi quen nhn tn mt, s tn tay khi i mua sm.c im KH mi:Hu ht khch hng s dng phng thc mua hng qua TMT u l nhng ngi tr tui, c kin thc v internet. H c th l sinh vin, nhn vin cng s nhng ngi kh bn rn vi cng vic v khng c nhiu thi gian dnh cho vic mua sm.

PHN TCH NH GI WEBSITE Megabuy.vnCc hot ng c bnHu cn u vo:Megabuy l m hnh bn hng siu th in t B2C, B2B phng theo m hnh bn hng trc tuyn ca BESTBUY, AMAZON (tng t nh m hnh siu th bn l v bn bun trc tip METRO, BIGC ti Vit nam nhng ch yu tp trung vo vic bn hng qua mng internet), nhng ngoi h thng ca hng gii thiu v bn sn phm ca Megabuy, thng qua website, cho php nh cung ng a sn phm ti cho hng triu khch hng l ngi tiu dng cui cng (Business to Customer). Megabuy s dng h thng rt nhiu cc nh cung cp, cc cng ty logistics nh DHL, UPS, EMS, Bu in, Viettel, Tn thnh.... nhn, lu kho v vn chuyn hng ha n tn tay khch hng.L m hnh bn hng siu th in t B2B, B2C - Megabuy s dng li th ca CNTT v web chia s thng tin gia cc i tc nhm gim thiu hng ha lu kho: Megabuy cung cp cc cng c v ti khon truy nhp nh cung cp c th t qun tr gian hng trn website, c th cp nhp tin tc v SP theo di cc thng k v nh gi v SP ln website, t c th c nhng nh hng ng n v vic pht trin ngnh hng, sn phm c th trng quan tm...Hin nay Megabuy l i l chnh thc c quan h i tc v c s h tr c bit ca hng trm nh nhp khu, phn phi chnh thc uy tn. Qu trnh phn phi cc sn phm v dch v cng ngh thuc nhiu lnh vc thng qua website megabuy.vn gip Megabuy ti thiu ha chi ph tn kho, d trVn hnhMegabuy trin khai h thng t hng trc tuyn phc v nhu cu mua sm thc s ca khch hng nh:+ Cho php khch hng la chn cc mt hng theo nhu cu, ti tin, theo thng hiu, cc cc c tnh tiu chun k thut quan trng ca mt hng...+ Khch hng c th so snh gia cc sn phm trong danh sch sn phm chn ra theo cc tiu ch v kinh t v k thut chi tit d dng cho vic quyt nh mua sm.+ Tnh cc vn chuyn t ng theo nhiu hnh thc vn chuyn cho php khch hng bit c tng tr gi hng ho khi c giao ti a im khch hng ch nh ti bt k u.+ H thng thng k, nh gi t ng, khch quan lit k hng ha c xem v mua nhiu, hng ha c ngi tiu dng bnh chn, nh gi tt, hng ang c khuyn mi, gim gi, hng ha c mua km vi cc hng ha khc, min cc vn chuyn....+ Khch hng c h tr trc tuyn khi c thc mc (cht Yahoo, in thoi thng, in thoi IP, Skype...) Cho php kt ni khch hng d khch hng ang bt k u ti hng ng o trn ton quc, c kin thc chuyn su v c o to bi bn c th t vn, phn tch la chn sn phm, linh ph kin i km hoc mua thm, thay th, cc chng trnh khuyn mi, gim gi, qu tng, cch thc mua hng, t hng...m khch hng khng phi tr bt k khon ph no...Hu cn u ra+ H tr vn chuyn min ph trong thnh ph H Ni+ i vi cc khch hng tnh xa, Megabuy c xe t c th chuyn hng ti tn ni khch hng yu cu ti hu ht cc tnh thnh trn ton quc, Ngoi ra Megabuy cng y quyn dch v vn chuyn cho cc n v uy tn nh DHL, UPS, EMS, Bu in, Viettel, Tn thnh....thi gian vn chuyn hng ha t cc trung tm kho hng ln ca Megabuy (H ni, TP HCM, nng) ti cc tnh xa nht cng ch t 24-48 gi ng h+ Phng thc thanh ton: Thanh ton tin mt cho ngi giao hng/thanh ton tin mt sau Chuyn khon qua bu in Chuyn khon qua ngn hng Chuyn vo CMTND hoc ti khon c nhn ATM ti lin ngn hng Thanh ton qua Western Union Thanh ton qua th tn dng (Credit card), ATM thng qua my qut th ti ca hng hoc ti nh ca qu khch hngNh vy vi nhng hot ng chnh ca hu cn u ra gip Megabuy gim chi ph trung gian, tng li nhunMarketing v bn hng+ Bn hng qua website: http://www.megabuy.vn+ Bn hng ti: Showroom S 17 ng 178 Thi H - Qun ng a - H ni+ Cc hot ng Marketing:T khi mi ra i Megabuy tch cc tham gia cc hot ng mang tnh cht cng ng, cng vi cc c quan ban ngnh tuyn truyn, qung b cho ngnh Thng mi in t non tr ca Vit nam, tham gia cc cuc thi, cc gii bnh chn website TMT do B Thng Mi (nay l b Cng Thng t chc) , ti, tr, phi hp t chc cc hot ng nhm tuyn truyn, giao lu, trao i v Thng mi in t vi cc bn tr l hc sinh, sinh vin... trn c nc.S dng cc cng c e-marketing phc v cho kinh doanh. Cc hot ng Marketing nh update nhng mu catalog v cc sn phm mi, cc chng trnh khuyn mi khng ch c ng trn website Megabuy.vn m cn thng qua cc i l qung b, gii thiu sn phm qua catalog, t banner qung co trn cc website khc, trao i banner, cc phng thc qung co e-marketingDch v sau bnMegabuy s dng rt nhiu cng c v phng tin in t cung cp cho khch hng nhng dch v tt nht:Hot ng e-CRM ca Megabuy: cung cp dch v h tr trc tuyn 24/7Trung tm lin lc tng i- Vn phng dch v khch hng i din ngi: S 17, Ng 178 Thi H Q ng a - H ni- H tr trc tuyn: T 8h30-17h30 Tr Ch nht.- in Thoi: (04) 62757210 - My l: T 101 n 124- Fax: (04) 62757212 (24/24) - Hm th t ng 24/24: (04)62757211 - my l 2T vn bn hng:Tip nhn kin ng gp 04.62757210, my l: 109, DD: 0982137269 hoanguyen@megabuy.vn hoc 04.6275.7210 - my l: 119 - D: 095.355.3223 huongvu@megabuy.vn Mc ch cung cp kinh nghim dch v khch hng c nhn trong c c nhn ha cho mi nhu cu khch hng v cc cu hi khch hng. Cho php cc khch hng vi truy cp Internet lin lc cc i din dch v khch hng thng qua th in t, cht trc tuyn hoc ni chuyn qua in thoi trc tuyn.Tch hp cc chc nng dch v khch hng.Khch hng c th gi phn hi, nhng thc mc, nhng bnh lun, nhng yu cu ca mnh v sn phm trn Megabuy v a ch email: support@megabuy.vn.Hoc hm th tip nhn kin ng gp: hoanguyen@megabuy.vn hoc huongvu@megabuy.vnTi nhng a ch ny, khch hng c th nhn c th tr li trong thi gian sm nht v nhng thc mc ca mnh v sn phmDin n Forum: http://forum.megabuy.com.vn/Forum ti a ch http://forum.megabuy.com.vn/ l ni cung cp nhiu thng tin cn thit i vi khch hng. Khch hng c th tm hiu thng tin v nhng mt hng by bn trn website, hc hi kinh nghim mua hng, chia s thng tin b ch vi mi ngi, cng bn lun v mt s vn ny sinh trn website, ... y khng ch l ni khch hng th hin ci ti ca mnh m cn l ni MEGABUY hiu hn v khch hng ca mnh. T , MEGABUY s c nhng gii php ph hp tha mn nhu cu khch hng ca mnh.Cc dch v h tr a dng:Hu ht cc sn phm c bn ra Megabuy u cam kt h tr khch hng cc dch v nh: vn chuyn, giao nhn, lp t, ci t, chy th, dng th v tr li hng ha, mua hng tr gp, hng dn s dng, bo hnh, bo tr theo ng tiu chun ca nh sn xut Megabuy s dng cc dch v h tr a dng: x l s c, hng dn s dng, nng cp, download, tin tc, thong tin, tnh trng thc hin n hang S dng cc phn mm d liu, Megabuy c th phn tch v tm hiu c nhiu vn lin quan nhu cu v hnh vi khch hng, t c cc gii php v k hoch thc hin tt hnMa trn SWOTIM MNHIM YU

- Giao din p- Chuyn kinh doanh cc mt hng cng ngh cao- C uy tn trong ngnh- C th hng cao trong cc website TMT- i ng nhn vin chuyn nghip- Ti chnh khng qu di do.- Chng loi hng ha phn phi khng nhiu.

C HITHCH THC

- S ngi dng Internet tng mnh- Thng mi in t pht trin, ng dng thanh ton trc tuyn pht trin- Xu hng s dng cng ngh cao- Mua bn online dn tr thnh xu hung- C hi t hi nhp kinh t quc t- S ra nhp ca cc i th cnh tranh- S tin tng ca khch hng vo mua bn qua mng cn thp- C s h tng cha pht trin tc ng truyn chm- An ton trong thng mi in t- Khng hong kinh t ton cu

nh gi website theo m hnh 7CTh nht, v Context: giao din, chc nng, thit k d nhn, d s dng, ng nht.Hnh nh u tin khi ta truy cp vo trang ch ca trang web :

Hnh 1. Trang ch ca megabuy.vnTip tc ko xung pha di trang web l hnh nh ca cc mt hng c trng by vi y cc thng tin c bn v gi, hnh nh sn phm, ngi xem c ci nhn bao qut trc, v khi mun tm hiu thm thng tin v sn phm (thng s k thut, cc chc nng thng minh, xut x) th click vo sn phm s dn chiu n mt trang vi y thng tin v sn phm.

Hnh 2. Danh mc cc sn phmGiao din y tng i r rng, n gin nhng hiu qu cao, thit k d nhn, b cc trang web hp l, phng ch d c, khch hng c th truy cp vo cc mc chnh ca trang web ti bt k v tr no. Thit k modul tm kim c hai chiu ngang dc. Ngoi ra trang web cn c danh mc cc sn phm mi, sn phm bn chy hoc sn phm c nhiu ngi quan tm, s gip ngi mua c nhiu la chn hn cho mi quan tm ca mnh.Th 2, Content: ni dung phong ph, cp nht, hu ch cho ngi xem, p ng nhu cu, mong mun ca ngi xem.

Hnh 3. Danh mc cc ngnh hng phong phNi dung ca web tng i phong ph, p ng c cc nhu cu ca khch hng v cc vn thc mc ni bt c lin quan ti cc sn phm ca cng ty, cc dch v chm sc khch hng, chng trnh khuyn mi cp nhtTh 3, Community: to iu kin cho ngi xem tng tc, giao lu vi nhau c cm gic thuc v mt cng ng chia s chung s thch, iu quan tm. iu ny cha c quan tm v pht trin trn website ny. Khng c knh kt ni gia nhng ngi mua hng vi nhau.Tuy nhin, khc phc iu ny, megabuy c cung cp h thng nh gi sn phm cho khch hng, gip h c ci nhn khch quan hn v mt hng m mnh ang quan tm.Th 4, Customization: kh nng bin i website sao cho ph hp vi tng ngi xem, p ng yu cu, s thch ring bit ca tng ngi xem, lm cho ngi xem c cm gic thn quen i vi website ca ring mnh. Website khng c phn to knh ring ca bn, ngi xem c th to mt ti khon lu li cc kt qu mua v bn t ln trc v d qun l hn khi c ti khon c nhn, tuy nhin th khng c s khc bit no c to ra v hinh thc hay quyn li c bit no ca website khi bn c l thnh vin hay khng.Th 5, Communication: cho php s tng tc hai chiu gia ngi xem v website. Ngay khi truy cp vo web, ngi truy cp s nhn thy tng i bn hng trc tuyn.

Hnh 4. H tr bn hng trc tuyny l hai hnh thc h tr, tng tc khch hng ph bin v hiu qu nht: h tr qua ng dy nng v h tr trc tuyn online. Dch v h tr trc tuyn ca megabuy.vn c thc hin rt tt khi i ng h tr ln, c kin thc v phn cng cng nh IT gii, thi gian h tr di v thng xuyn c mt. iu ny gip cho khch hng gii quyt c nhng thc mc mt cch nhanh chng cng nh t vn kp thi cho h.

Hnh 5. Module h tr trc tuynTh 6, Connection: bao gm hai . Th nht: c ng ch dn ni ngi xem ang ng trong website. Th hai: c nhng ng link n cc website lin quan hoc hu ch, tin li cho ngi xem trong trng hp mun tm thm thng tin. Website ca cng ty Trn Anh thc hin tt yu cu ny. Khi bn bt k u ca trang web, bn c th d dng bit c v tr mnh ang , cng nh nhn din d dng c nh th no chuyn sang cc mc khc hoc v li trang ch. H tr tm kim ca website kh tt, a ra cc sn phm tng ng trong qu trnh tm kim v d dng tm kim sang cc mc khc, thng hiu khc. Khch hng c nhiu cch tm kim sn phm: theo gi, thng hiu, cu hnh, loi sn phmTh 7, Commerce: c chc nng h tr giao dch thng mi, v d nh gi mua hng, c tnh chi ph, t hng.Website ra i vi mc ch ban u l gii thiu cc sn phm ca cng ty. Nhng hng ti li ch ca khch hng cng ty ang trong thi gian pht trin website ca mnh theo hng website bn l trc tuyn. Trn website cc sn phm c by bn trc tip, khch hng c th lp n hng trc tuyn bng vic click vo ch mua hng ngay bn cnh mt hng bn xem. Trang web s a bn n mt trang mi bn nhn thy gi hng hin ti ca mnh, c cc lnh mua tip hoc thanh ton. Tuy nhin, s hp tc rng vi cc ngn hng gp phn gim bt s e ngi trong qu trnh thanh ton bng chuyn khon ca ngi mua hng.

XUT CC CHIN LC TMTCc chin lc pht trinM hnh kinh doanh:Megabuy l m hnh bn hng siu th in t B2C, B2B phng theo m hnh bn hng trc tuyn ca BESTBUY, AMAZON (tng t nh m hnh siu th bn l v bn bun trc tip METRO, BIGC ti Vit nam nhng ch yu tp trung vo vic bn hng qua mng internet)Th trng mc tiu:Phn phi sn phm, dch v v gii php vn phng cho nhiu t chc, c quan, doanh ngip, trng hc ln trong nc.Pht trin th trng v sn phmPht trin th trng, sn phm thng qua h thng cng tc vin ca megabuy: cng tc vin ca megabuy c trch nhimh thc hin PR, Marketing cho gian hng ph trch thng qua cc cng c truyn thng v online internet, phat trin thng hiu, gian hng, ngnh hng sn phm, pht trin knh Pht trin sn phm thng qua vic to cc gian hng cho cc nh cung cp sn phm, tr thnh mt knh phn phi sn phm hiu qu, qua sn phm khng ngng c a dng ha v m rng.nh v v khc bit haThng qua Megabuy, cho php cc bn tham gia kt ni khng ch vi khch hng l i tng ngi tiu dng cui cng, Megabuy cn l knh gip h xy dng, thit lp, kt ni, pht trin h thng i l ti cc a phng! Ti thiu ho chi ph marketing, qung co, pht trin th trng, kho bi, showroom, nhn vin, gii quyt bi ton hng tn kho, ti a ho li nhun, to ra sc cnh tranh cho doanh nghip. Megabuy l website bn hng trc tuyn lin tc trn mng Internet, cung cp thng tin v nhn n t hng n cc khch hng tt c mi ni trong v ngoi Vit nam sut 24/7/365 (24h/ngy, 7 ngy/tun, 365 ngy/nm). iu chnh cu trc t chc thc thi chin lc

Ngay t nhng ngy u thnh lp, cng ty Thi i mi l mt doanh nghip Thng mi in t thun ty, v vy trong nhng nm tip theo, Cng ty vn theo ui cu trc t chc ca mt doanh nghip thng mi in t. M rng thm th trng v th phn trong nc.Cc chnh sch trin khaiChnh sch nhn s:Megabuy xc nh rng Ngun nhn lc l cha kha ca mi thnh cng v th, megabuy nn a ra cc chnh sch: i ng nhn s hiu qu o to cn b v chuyn mn nghip v Tuyn dng nhn lc c cht lng cao t cc trng H v mng qun tr v k thutChnh sch ti chnh:S dng ngun ti chnh mt cch hiu qu. Cn tnh ton k lng khi chi vo cc hot ng u t nh v phn cng, phn mm, cc hot ng kinh doanh v cc d n u t khc.Cc chnh sch E-marketing Chin lc cho hng Phong cch by tr sn phm trn website nn trnh by cho p mt v d nhn hn Chin lc sng to sn phm mi: a ra nhng sn phm mi, nhng gi dch v mi tha mn nhu cu ca khch hng Chin lc khc bit ha: Cn to s khc bit trong phong cch phc v gy du n trong tm tr khch hngChin lc gi: nh gi c nh: Cn c cc chnh sch nh gi khuyn mi thu ht thm nhiu khch hng Ti u ha cc chi ph khng cn thit gim gi thnh sn phm, thu ht nhiu khch hng nh gi linh hot: Cho bn cc gi mc khc nhau vi cc tp khch hng khc nhau. V d nh khch hng trung thnh, khch hng miChin lc xc tin Qung co trc tuyn: t banner trn nhng website c nhiu ngi truy cp nh dantri.vn, vnexpress.net S dng m hnh qung co ti tr, la chn v tr trn trang web tm kim google, yahoo search, live search... Marketing in t cng chng: Ch xy dng cc ni dung trn website hp l. Xy dng cc cng ng in t thng qua blog, facebook.. T chc cc s kin trc tuyn thu ht khch hng Xc tin bn: a ra cc hnh thc khuyn mi sn phm vo nhng ngy l ln Marketing in t trc tip: gi email opt-in ti khch hng tim nng, s dng marketing lan truyn thng qua cc mng x hi.Chin lc phn phi Knh trc tip: Xy dng i ng vn chuyn, phn phi t cc nhn vin ca doanh nghip, o to k nng tc nghip, kin thc v sn phm Knh gin tip: Thu mt s trung gian phn phi bn ngoi trnh b qu ti, hoc b ph thuc vo mt trung gian phn phi no .Cc chnh sch Logistic Logistic u vo:Lin kt cht ch vi cc nh phn phi, cc nh cung ng sn phm cho cng ty. Cn phng vic thiu hng ha do qu ph thuc vo 1 nh phn phino .Logistic u rao to nghip v cho nhn vin kho bi cc nghip v hu cn u ra, lu kho, vn chuyn hng ha

TI LIU THAM KHO1) Gio trnh thng mi in t cn bn- trng i hc Ngoi Thng2) Tiu lun Mi trng, chin lc Thng mi in t http://megabuy.vn - Nhm 10, trng HTM.3) Thng tin t website: http://www.megabuy.vn/ v nhiu t bo mng khcGing vin hng dn: ThS. Nguyn Th Hng Vn 2/19Nguyn nh Tng, 10010111073/19