Bài giảng marketing

1. Nhng hieu biet c ban ve Kenh phan phoi m)r .co er ge p litmdfs1w w.ptp ://w t isit hVo(Chuyen e Dem1

2. Muc tieu1. Kenh phan phoi la g ?m) .co2. Vai tro va chc nang cua kenrhge phan phoi ? r etmpli3. C cau to chc cua kenh w. p dfsphan phoiw /w4. Hoat ong cua ketp: h phan phoi.n /tsit h Vi5. Khai thac emo ( u qua kenh phan phoihieD2 3. 1Kenh phan phoi la g? Phan phoi la mot he thong om) m a mot sannha pham, dch vu hoac motger.c i phap en tay giaPhan phoi tm . r ngi tieu dung vaolithi gian, a iem vae hnh thc ma ngsiptieu dung mong muon. dfpw w. tp ://wtisit h Vo ( p nhng ca nhan hay nhng to chc kinh Tap hemKenhdoanh phu thuoc lan nhau lien quan en quaDphan phoitrnh tao ra va chuyen san pham hay dch vu t ngi san xuat en ngi tieu dung. 3 4. V du mot kenh phan phoiNha san xuat Nha buon sNgi ban leCty BIBICAm) r .coer gep litm p dfsw w. tp ://wtisit h V o(Dem Ngi tieu dung 4 5. Vai tro cua trung gian phan phoi2 Gia tang) hieu qua he thoomg cung nger.cn m ergtfs pli am nhan 3.pd ww Can bang nhu cauvai tro ://wquan trongit h ttphang hoa va chung loaiViso( DemGia tang hieu quagiao dch5 6. Gia tang hieu qua cung ng2 Tiet kiem nh san xuat vi qui mo ln, chuyen m)mon hoa va phan chia lao ong rhcp ly ge r.oelitm Tang khoi lng ban nh phan phoi rong khap va fsp .pdnhanh chong //w wwht tp: Ho tr nhng nhaissan xuat con cha u nguon lcVit o(e a hang Dem a trc tiep en tay ngi tieu dung ho Xay dng cac moi quan he gan bo vi khach hang6 7. 2Nhng cach biet gia nha san xuat va ngi tieudungm) r .coer ge S khac biet gita so lng san pham san li mCach biet vefsp xuat va so lpng ma ngi tieu dung muon . d so lngww mua.://w pt htt Visi o(Thieu tat ca nhng mat hang maCach biet veemD khach hang can e ho hoan toan thoa man chung loaive mot hay nhieu san pham. 7 8. 2Nhng cach biet gia nha san xuat va ngi tieudung (tt) m)r .co er ge Tnh huong xayitra khi san pham a cCach biet vel msan xuat nhngfskhach hang cha san sang p thi gian.pd ww e mua chung. w // t tp: isit hV S khac biet ve a iem cua nhaCach biet veo( emsan xuat va a iem cua phan ln nhng khong gianDngi mua. 8 9. Gia tang hieu qua giao dch2 Giam chi ph giao dch nh giam so lan giao dch Lam de dang qua trnh tm kiem hang hoa,)dch vu cuamngi tieu dung cuoi cunger.co m ergtfs pli .pd wwtp ://w t isit hVo( Dem9 10. 2Giam so lan giao dchSamsungSonyLGToshibam) r .coer gep litm p dfsw w. tp ://w t sit hSamsung ViSony LGToshiba o(DemTrung tamphan phoi 10 11. 2Giam so lan giao dch m)r .co er ge p litmp dfs w w.tp ://w t isit h Vo( DemTrung gian phn phi c th em li s tit kim nh th no?11 12. Chc nang cua phan phoi 2 Tiep xuc/Xuc tienChc nang m)Thng lng o giao dche rge r.c li Chia se rui ro tmd fsp pw.w Phan phoi vat ly://wChc nang t htt p D trisi hau can o( VDemPhan loaiChc nangNghien cu, thong tinho tr Cung cap tai chnh 12 13. 2Nhng dong lu chuyen trong kenh phan phoi Dong lu chuyen hang hoa Dong lu chuyen s hu m)o Dong lu chuyen thanh toanrger.c e Dong lu chuyen thong tinplitmdfs Dong lu chuyen tuyen truyenp, xuc tien thng maiw. wp://w t httVisio( Dem13 14. Nhng dong lu chuyen trong kenh phan phoi 2m) r .coer gep litm p dfsw w. tp ://wtisit h V o(Dem 14 15. La chon gia phan phoi trc tiep & phan phoi 2gian tiep Phan phoi gian tiepm) r .coer gelitm Phan phoi trc tiepp p dfsw w. tp ://wtisit h V o(Dem Doanh so (VND) 15 16. Tieu ch la chon gia phan phoi trc tiep & gian2tiepTieu chNhieut(cao)om) (thap) r.cKhach hang tap trungTre rge c tiep Gian tiep tmSo lng ngi muapli Gian tiep Trc tiepdfsSan pham phc tap w w.pTrc tiep Gian tiepGia cua n v san pham ttp://wTrc tiep Gian tiepSan pham tieu chuan hoa isit h Gian tiep Trc tiep VYeu cau cung cap mo ( vudchTrc tiep Gian tiep DeMc o thng lng ve giaTrc tiep Gian tiepMc o thong tin e ban hang Trc tiep Gian tiepTan suat mua hang Gian tiep Trc tiepKha nang h hong cua san phamTrc tiep Gian tiep16 17. C cau to chc cua kenh phan phoi3 m)Ba yeu to ger .co er p litmp dfs w w.tp ://w t isit hVo( Dem17 18. Kenh phan phoi hang tieu dung3Kenh Kenh Kenh KenhTrc tiep 1 cap2 cap3 capm)Nha san xuat Nha san xuatNha san exuat r .coNha san xuat r ge litmd fsp pw w. Ngi moi gii tp ://wtisit h o( V Nha buon sNha buon sDemNgi ban le Ngi ban le Ngi ban le Ngi TD Ngi TD Ngi TD Ngi TD18 19. Kenh phan phoi hang cong nghiep (t lieu san3 xuat)Kenh Kenh nha p/pKenh nhaKenh nha KenhTrc tiep cong nghiep moi gii Moi) gii m Trc tiep co ng nghiepp/pr.coeNha san xuat Nha san xuaterg san xuatNha san xuatlitm Nha Nha san xuat fsp .pd wwp ://wt htt isi Nha moi gii Nha moi gii(V moDeNha phan phoiNha phan phoi cong nghiep cong nghiepKhach hang Khach hang Khach hang Khach hangKhach hangcong nghiepcong nghiepcong nghiepcong nghiepChnh phu19 20. Cac phng an to chc kenh phan phoi khac 3 m).co He thorng a kenhrgeelitm d fsppCac kenh w w.phan phoi khac ttp://wKenh phan phoi co the c isit h phi truyen thongs dungo (VmDeLien minh chien lc cac kenh p/p20 21. Kieu bao phu th trng 3m) r .coer gelitmCan c tren so lng trung gian can co pp dfsw.moi cap/ /ww ht tp: t V isi o(Dem 21 22. Cac kieu bao phu th trng3 Phan phociom) ng rai r .roe rgep litm p dfsw w. tp ://wtPhan phoi chon loc (Visit h e moDPhan phoi oc quyen 22 23. Ap dung cac kieu bao phu th trng 3So lngCng o phan phoi Muc tieutrung gian m)r .co San pham co mat khaer p geRong rai ni tren th trplg. n it m NhieuHang tieu dung. p dfsw w. /w p:/ Lamttviec vi mot soChon locsi htrungt gian c chon loc. Mot soVi Hang hieu. o(Dem Lam viec vi mot ngitrung gian oc quyenHang ac chung, thiet Mot b cong nghiep. 23 24. Cac thanh phan trung gian cua kenh phan phoi 3 Thanh phan trung gian cua kenh Ngi ban le phan phoi, ban hang chuoye m) u cho ngi tieucer. dung cuoi cung.ergp litm p dfsw. C s kinh doanh mua hang hoawNha buon /wcua nhatp:/ n xuat, s hu hang hoa, d tr vasas htisi ban lai cho cac ngi ban le. tV o( D emNha trung gian ban s, lam xuc tac Nha moi gii cho qua trnh ban san pham khi lam ai dien ai dien TMcho mot thanh vien cua kenh.24 25. Cac thanh phan trung gian cua kenh phan phoi 3 m) Ngi ban le.coS hu hang hoar eger li tmd fsp pw.Nha buon s ://wwttp S hu hang hoa isit hVo( Dem Nha moi gii ai dien TM KHONG s hu hang hoa25 26. Cac hnh thc ban le chu yeu Ca hang chuyen doanh (Specialty stores) Ca hang bach hoa tong hp (Department stores) om) r.c Sieu th (Supermarkets)e rge tm Tieu sieu th bach hoa (ConvenienceliStores) fsp Ca hang giam gia (Discount Stores).pd ww Nha hang an (Restaurants)tp://wtisit h V o( D em 26 27. Cac hnh thc ban le khong qua ca hang Ban hang t ong (Automatic vending) Ban hang trc tiep (Direct retailing) m) o Ban hang qua th (Direct mail)rge r.ce Ban hang qua ien thoai (Telemarketing) pli tm dfs Ban hang qua mang(On-line w.p retailing) wp://w t htt V isio( Dem 27 28. Cac hnh thc ban s Nha buon s thng mai (Merchant Wholesalers)om) Nha buon s phuc vu ay u (Full-Service rger.c eWholesalers)plitmdfs Nha buon s phuc vu haww.che (Limited-Service npWholesalers)p ://wt httisi Nha moi gii vaVai dien thng mai (Brokers o(and Agents)D em Van phong ai dien28 29. 4Hoat ong cua kenh phan phoi Quan he gia cac thanh phan trung gian trong kenh phanphoim) Xung ot/mau thuan trong kenh phan phoier.c o m ergtfs pli .pd wwtp ://w t isit hVo( Dem29 30. Quan he trong kenh phan phoi4Quyen )lc trong kenh m corg er.Nhng e litm Kiem soat kenhfsp kha canh .pd quan he trong ww ://wLanh ao kenhkenh phant htt p isiphoi o( V em DMau thuan trong kenhHp tac trong kenh30 31. Mau thuan trong kenh phan phoi Trong mot kenh phan phoi, mau thuan co the c nhngha nh mot tnh huong trong o mot thanh vien chom)rang hanh ong cua mot thanh vien kha.coco kha nang canc ertr ho thc hien nhng muc ch rieng cua mnh.tm erg fs pli.pdww tp ://wtisit h V o(Dem31 32. Mau thuan trong kenh phan phoi4Mau thuan hang ngang Thong thoncmg, mau thuan )er.Mau thuan chieu dochang ngang nay sinh giaerglitmnh phan trung gian cacfsthap Th trng xamd cuww .pa kenh cung ban nhng p://w san pham tng t.htt Visit oi khi, mau thuan xay rao( Dem do s bat ong gia cac thanh vien cung mot cap.32 33. Mau thuan trong kenh phan phoi4 Cac thanh vien gia cac capm)Mau thuan hang ngang okhac nhaugecu rr.c a kenh phanMau thuan chieu doc phoi mauplit me thuan vi nhau Th trng xam dfs Vwdu: khi nhng ngi ban .p / /le phat trien nhng thngww tp: it h hieu rieng canh tranh vi ts Vi mo(thng hieu cua nha san xuatDehoac khi nha san xuat thietlap nhng iem ban le hoactrang web.33 34. Mau thuan trong kenh phan phoi4 Hang xam: msan pham cua)Mau thuan hang ngang cung moetco r.hang, san xuat rgMau thuan chieu doc motpn li e tm c khac va ban canh Th trng xam dfstranh vi san pham cuap w w. / /w hang o th trng noi t tp:Vi sit ha. o( D em Cac nha san xuat cho rangay la s canh tranh gaybat li.34 35. Cac nguyen nhan gay mau thuan trong kenh phan4phoi S xung khac ve muc ch cua cac thanh vien m)co Bat ong trong phan chia th tre rgnr.g muc tieu vaa ban hoat ong etmplidfs Bat ong trong phan bo nhiem vu gia cac thanh w.pvien w/ /wt tp: Khac biet ve phngVi sit h phap tiep can va chien lcmarketing emo(D Phan chia li nhuan gia cac thanh vien khongthoa ang va khong cong bang... 35 36. Quan ly cac mau thuan trong kenh4 Cac thanh vien cua kenh chap nhan nhng muc tieum) o c banrge r.ce S dung ben th ba e hoa gialii fsp tm .pd Quan ly cac hp ong /www / tp: Co phong cach quasit ht phu hpn lyi Trao oi ngiem gi o ( a cac cap trong kenhV D S dung cac to chc, nh che xa hoi, hiep hoi, c quan lien nganh, v.v anh gia cac thanh phan trong kenh36 37. Cau hoi ?m)? r .coer gep litm p dfsw w. tp ://wtisit h V o(Dem 37 38. Vi thng tinm) .coLng in thoi di ng mi s bn ra th trng r r geVit Nam trong nm 2007 khonge9,5 triu chic.it m ld fspp w.Vi gi bnh qun 2 triu ng mt chic, doanh s wbn in thoi di ngtpc:/ /w tnh l 19 ngn t ng.tisit hNu khu phn phi ch hng hoa hng 1,5% th s o(Vtin thu c Dem ngnh phn phi in thoi di ng ca l 285 t ng (cha tnh n hoa hng hay linhun ca khu bn l.) 38 39. M hnh Stan Shih m)r .co er ge p litmp dfs w w.tp ://w t isit hVo( Dem39 40. 40M hnh Stan Shihm) r .coer gep litm p dfsw w. tp ://wtisit hV o(Dem 41. 41M hnh Stan Shih m)r .co er ge p litmp dfs w w.tp ://w t isit hVo( Dem 42. M hnh Stan Shihm) r .coer gep litm p dfsw w. tp ://wtisit h V o(Dem 42 43. Chuyen e 2 m).coThiet ke kenh phan phoiitm er ger ld fsp pw w. tp ://wtisit h V o(Dem 44. Muc tieuTai sao can phai thiet ke kenh phaonm)phoi ?cer.ergNam vng qui trnh thiet kepkenh phan phoi. litm p dfsw.Ap dung e thiet ke kew h phan phoi tai doanh n://w nghiep cua ban. it https Vio(D em 45. Qui trnh thiet ke kenh phan phoi1. Phan tch nhu cau m).coer 2. Muc tieu & raner g gbuoct mplidfs3. Nhng phng an chnh w w.p/ /wt tp:4. an sit h h gia cac phng anVimo(De5. Quyet nh phng an 6. Tiep can & ky hp ong 7. Theo doi & anh gia 46. Phan tch nhu cau khach hang m).coXaec nh th trng mi r g r me ban muon tham nhappli ma t p dfs hoac san pham mi muonw.:/ /ww tung ra pt htt Visi o(DemXac nh nhu cau khach hang oi vi kenh phanphoi 47. Mc do am bao dch vu Qui.cmorom) lo hang e rge li tmd fsp Thi gian ch i pw w. Mc o am tp ://w bao dch vutisit h a iem thuan tien(V e moDSan pham a dangDch vu ho tr 48. Xay dng nhng muc tieu & nhng rang buoc Muc tieu cua ke)nh c xacm onh bang ch rtie ge r.cu mc o am ebao dch vuisp l t.mf.pd Trong ieu kien canh tranh,ww ://wcatc thanh phan cua kenh phai sapt ht pisi o( V xep cac nhiem vu chc nang cua emDmnh e giam en mc toi thieu tong chi ph cua kenh ma van am bao mc dch vu mong muon. 49. Nhng rang buoc Ngi tieu dungm)r .co er ge San pham splitm dfpw w. Trungwgian phan phoi tt p://isit h VNhng o(Canh tranh emyeu to Dphai can nhac Cong tykhi thiet kekenh phan phoi Moi trng kinh doanh 50. Xac nh nhng phng an cua kenh phan phoiKenh trc tiep m) .co rer ge Kenh gian tiepp litm p dfsw w.://wCac phng ttpKenh hon hpit h an chnh Vis o( D em He thong marketingdocHe thong marketingngang 51. Kenh phan phoi trc tiep Nha san xuatm) r .coer gep litmBan hangBan hangBan.pdfsngha Ban hang Ca hangtrc tiep qua mangqua th/w wwqua . thoai cong ty / ht tp: t V isi o(Dem Ngi tieu dung 52. Kenh phan phoi gian tiepNha san xuatm)r .co er ge Nha moi gitim pliai dien .th.s maipd f w ww // t tp: isit h Nha buon s (Ve mo D Ngi ban le Ngi tieu dung 53. Kenh phan phoi hon hp Ket hp gia kenh trc tiep va kenh giacom) p e thoan tie.man nhng nhu cau cua cac th trng emuc tieu khacr grnhau.t me pli p dfsw. Co ba li ch:w ://w p Gia tang mc o sbaot htt phu th trng ii Giam chi ph giao nhan cho cac khach hang hien hu Vo(em Tang cnD ban hang theo nhu cau rieng g 54. He thong marketing doc (VMS) Nha san xuat, nha buon s va ngi ban le om)hoat ong nh mot the thonegenhat.rg r.c litm Mot thanh vien nay la.pchu s hu cua cac d fspthanh vien khac, hoaww trao cho ho oc/ /w cquyen kinh tieus,it ht hoa tp: c co quyen lc manhen noi cac mo (thaVinh vien kia phai hp tac. De Noi len nh mot no lc e kiem soat mauthuan trong kenh. 55. He thong marketing doc (VMS) m)r .co er ge p litmp dfs w w.tp ://w t isit hVo( Dem 56. He thong marketing ngang Hai hay nhieu cong ty cung mot ca)p hp lai vimnhau e khai thac mot c hoi marketing mi xuater.coerghien. p litmp dfs w w. Tren c s tam thihthaytp ://w lau dai.tV isi o( em Co the hnh D nh cac cong ty lientha doanh. 57. He thong marketing ngang m)r .co er ge p litmp dfs w w.tp ://w t isit hVo( Dem 58. Nhng yeu to can phai xem xet khi xac nh cacphng anm) Cac er.co i trung gian loa erglitmfsp .pd Yeu toww Cng o phanxem xet ttp ://w phoi isit hVo(em D ieu kien & trach nhiem cac thanhvien 59. Cac loai trung gianm)Ngi ban le.co S hu hang hoa rege rli tm d fspp w. Nha buon s ://w w ttp S hu hang hoaisit h V o(DemNha moi giiai dien TM KHONG s hu hang hoa 60. Cng o phan phoi(So lng trung gian)m) r .co gePhan phoi p litmerPhan phoi rong rai w. p dfs chon locw tp ://wtisit h V o(Dem Phan phoi oc quyen 61. ieu kien va trach nhiem cua cac thanh vien Chnh sach gia caom) ieu kien ban hang rger.c etm Quyen han theo lanh tho fspli.pd Trach nhiem ve dch vuwho tr/w w / ht tp: t V isi o( D em 62. anh gia cac phng an chnhTieu ch kinh tem) r .coer gep litm dfs Tieu ch.p m soatww kie p ://w t htt isio(V Tieu ch thch nghiDa vao D em bon tieu ch Hnh anh thng hieu 63. Quyet nh phng an & la chon thanh viencua kenh p/p m) Quyet nh phng an tot nhat r ge r.coe Tm kiem nhng nha.pphan phoi ng vienlitm d fspphu hpp ://www htt e ra cac tieu(Vch tuyen chon cac thanh isi tvien cua keenhD mo phan phoi 64. Chon la cac thanh vien cua kenh phan phoi Cty ban Dung nha Dung nhaDung ng. trc tiepmoi gii m) buon s ban le o r.c1. So lng va loai trgeChuyen Hange a dang tmkhach hangbiet pli tramPhanpdfs2. Mc o tap trung cua Tap trung w w. Tap Phan tan tan/wth trng at t/ tp: tientrungRe tien Re tienit h3. Gia n v cua san (Vis t atphammoKy thuathnn gian nDe4. o phc tap cua san cao Phc tap Han che gianpham Doi dao va Thap u5. Nguon lc tai chnh Cao uThap6. Nhu cau kiem soat Cao 65. Mot so tieu ch khac e anh gia cac thanh vien Chi ph khi s dung thanh vien kenh phan phoi m) Mc o thanh cong cua nha phanerphoi.coerg Nhu cau bao hiemlitm fsp .pd Chi ph ton kho va lu kho ww://w Chi ph van chuyeinhttpt s( Vi e moD 66. Tiep can va ky hp ong vi cac nha phanphoi Tm hieu nhng mong i cua nha phan phoi oi vi m)nha san xuat.r.co rge Chuan b ay u chnh sach phatm n phoi, thu thuc, he e plithong ho tr mang tnh ow.pdf vien. ng s Khang nh cam ket cu/a/w cong ty oi vi kenh phanwtp:phoi mi.tsit h Vi Trnh bay thuyeot phuc trc nha phan phoi. (D em Ky hp ong phan phoi va bat au mot moi quan hekinh doanh tot ep. 67. Theo doi va anh gia kenh phan phoi Phu kn th trng muc tieu va th trng tiem nang. m)o Nha phan phoi co nang lc va cogether.c thch ngerchien lc marketing cua mnh pli t mtheo chien lc cuanha san xuat w. p dfs Hnh anh, uy tn, tnhtpna/wng ong va cac gia tr cuaw :/kenh phan phoi, isit h tV Kiem soat cem o (viec phan phoi D Tng thch gia cac kenh phan phoi. Gia thanh 68. Cau hoi? m) ?r .co er ge p litmp dfs w w.tp ://w t isit hVo( Dem 69. m) r .coer gep litm p dfsw w. tp ://wtisit h V o(Dem Cc knh phn phi giy dp ti th trng EU 70. i siu th (hyper market)m) r .coer gep litm p dfsw w. tp ://wtisit h V o(DemBig C ng Naii siu th bn cho ngi tiu dng cui cng 71. i siu th laim) r .coer gep litm p dfsw w. tp ://wtisit h V o( emD Metro Cash & CarryKhch hng l ngi tiu dng t chc, mua bn l 72. Siu th (supermarket)m) r .coer gep litm p dfsw w. tp ://wtisit h V o(DemSiu th hin nay ging nh ca hng bch ha cc nc 73. Trung tm thng mi (departmentstore)m) r .coer gep litm p dfsw w. tp ://wtisit hV o(DemBn hng cao cp, gi t 74. Trung tm mua sm (shopping mall) m)r .co er ge p litmp dfs w w.tp ://w t isit hVo( DemRng hn i siu thCha i siu th, siu th, trung tm thng mi, rp chiuphim, siu th chuyn doanh 75. Ca hng tin lim) r .coer gep litm p dfsw w. tp ://wtisit h V o( D em Phc v hng ngy cho ngi tiu dng B sung cho vic qun mua hng i siu th, siu th 76. Ca hng chuyn doanhm) r .coer gep litm p dfsw w.Siu th in thoi di ng://wCo.op Foodp t httVisio( Dem Trung tm in my 77. Chuyen e 3m) THIET LAPt me .co r ge rfs pliCAC CHNH SACH//w ww .pdht tp:VE PHAN PHOItV isio( DemTHIET KE CHINH 1 78. MC TIU CHUYN Giup ngi tham d khoa hoc pharno tch can ke m) ce.va chon la nhng chnh sachtmthch hp e vanergplihanh he thong mang li .phan phoi co hieu quap dfshn. / /ww w t tp: sit hVi o( D em2 79. NI DUNG1.Chnh sach ve ban hang trc tiep va ban hangthong qua cac trung gianr.com) rge2.Chnh sach ve tuyen chon valitxay dng cac ai lymecap 1 va cap 2 .pdfsp ww3. Cac chnh sach ve tn//w ng, van chuyen, giao p: du htthang va s dung nguon nhan lc isi t Vo(4. Quan ly tnDdung danh cho cac ai lyem5. Hp ong ai ly 3 80. 1-CHNH SCH V BN HNG TRCTIP V BN HNG THNG QUA C CTRUNG GIAN Cong ty co the la chon quyet nh: om)r.c rge Mot la t mnh ban hanglittrc tiep khong canme qua trung gian fsp.pdww Hai la ban hangtpqua trung gian ://w tit h Ba la ap du(nig ca 2 cach tuy theo mat hang , V s khach hangmhac cac tnh huong ban hang khaco De nhau. Moi mot loai quyet nh se co nhng u khuyet iem rieng tuy thuoc vao cac ieu kien va rnh huong cu the khac nhau. 4 81. 1.1-S dng ngi trung gianc li g? Tan dung von lieng , mat bang kinh doanh ) cua ngitrung gian co m er. Tam bao phu lanh tho se rong rai vaerphat trien nhanh gchong hn. litmfsp.pd Tan dung uy tn, kinh nghieww, khach hang san co va quanmhe cua ngi trung giantp://i a phng.ta wt Quan ly qua quan hesthihp tac tren c s hp ong khong Viphc tap nh la mo ( n ly mot ca hang ban s hay ban lequatrc tiepDe Hu dung ac biet trong trng hp mat hang cua takhong the ban rieng biet trong 1 ca hang chuyen doanhma phai i kem theo nhng mat hang cua nhng nha sanxuat khac. 5 82. 1.2 Nhng nhc im khi s dng ngitrung gian m) OI HOI VA YEU SACH .co rr ge CHIEM DUNGVONt me s pli KHONG BAN HANG THEOdfp QUY NH CUA NHAw. SAN XUAT/ /ww tp: CHNG TRNH sKHUYEN MAI KHONG TRUNGit h t THC Vio(em KHONG TRUNG THANH. THCH LAM AI LYD CHO NHIEU NHA SAN XUAT6 83. 1.3-Tm kiem phng thc 2 ben eu co liTrong trng hp cong ty ban la nha san xuat , ban hay tmhieu xem cong ty ban c li hay hai vi cac chnh sachsau: om) r.c Mua t ban oan e rge tm Ky gi pli p dfs ai ly ban sw w. /w ai ly ban let tp: /it h Nhng quyen baVisthng hieun((Neu cong ty cuaemo n ch la mot cong ty thng mai, ban sebaDchon giai phap nao)7 84. 2.CHNH SACH VE TUYEN CHONVA XAY DNG CAC AI LY CAP 1VA CAP 2 oi vi cac nha san xuat mi xam nhacp thom) trng th r. can tm nhng nha trung gian a coegersan mang li tm pli phan phoi, kinh nghiem va uydftn san e nh o ma s tung hang ra th trng. Tuy .p ww nhien sau mot thi gian th trng a chap nhatp://san pham th ho tm cach t nw thanh lap rieng cho mnh mot mang li phan phoi. sit h( Vi oi vi cac nhao san xuat nho th nhat thiet phai leem thuoc vao nhng ai gia chuyen phan phoi, benD canh o tch cc tm kiem cach a hang hoa en ngi tieu dung cang t tang nac trung gian cang tot8 85. Viec tuyen chon ngi trung gian la ieu tat yeu. Tuynhien trong nhieu trng hp nha trung gian vi the lcln lai chnh la ngi tuyen chon nha cung cap ( Th du nh Metro Cash hay Coopmart hie)n nay) m Mot so tieu ch e anh gia ai ly la: ger.cor -Y thc kinh doanht me pli - a iem p dfsw. -Tnh hnh tai chanh ://wwp -Tha o hp tac sithtt i -Ca hang , c s o(Vvat chat, mat bang em -Nhan lc D -Tnh chuyen nghiep va uy tn -Thai o cham soc khach hang 9 86. m)r .coV du ve cach anh giaer gemot ai lylitm fsp .pdMoi yeu to anh gia theo wwthang iem t 1 en 5. http://w tSo sanh mc yeu cau V isi oi o( hoi va nang lcm n tai Dehie(S dung MS Excel)10 87. Bat c mot chnh sach nao cung co nhng u iem vakhuyet iem nhat nh tuy thuoc vao tnh hnh th trngva the ng cu the cua doanh nghiep. Chnh sach cthiet lap va ieu chnh nham muc ch cung co s hp tacgia cac thanh vien trong he thong tren c )s hai benm cocung co li, lam giam bt nhng maurgthuan, ngan nga va er.x phat nhng lam dung cua moi ben . Do o can thiet kytm epliket hp ong vi nhng ieu khoan ve quyen li va nghap dfsvu chat che va cong bang thoaw w. ang theo khuon kho luatphap va tap quan kinh doanh. / /w t tp: oi vi cac nha san isit h t ln, ho co the au t va ho trxuaVmot ngi trungmo ( nho phat trien thanh mot nha phan gianDephoi ln da tren cac yeu to cot loi nhat la long trungthanh, co y thc quan ly va s tan tuy vi khach hang.11 88. oi vi nha trung gian ch chuyen kinh doanh mua qua banlai th ho luon luon phai can nhac chon la 1 trong 2 quyetnh: m) Ch nhan ban oc quyen san pham cua 1 thng hieur.cohay 1 nha san xuate rgetmpli Cung luc ban nhieu san pham canh tranh lan nhaup dfs w. Van e at tren c s //tnh toan cu the th phan , doanhww tp: n hieu so vi tong doanh so vaso, mc li cua tnht nhag ittrien vong cua (ss kinh doanh mot nhan hieu. Vimo Nha san xuat cung phai co u ai ac biet hn vi nha Detrung gian ch chuyen doanh mot san pham hay mot thnghieu cua mnh 12 89. ai ly cap 1 va ai ly cap 2 oi vi cac mat hang tieu dung, nha san xuat luonmun san pham cua mnh tham nhap that sau vao thtrng qua nhieu hnh thc ban le khac )nhau va luthong that rong tren cac vung lanh thom Do o can tir.c . ocac nha phan phoi nhieu cap khae nhau . Co the co erg cen 2 hoac 3 cap nhng khonglitnhat thiet phai phan m fspchia theo loi quan ly hanh .pd nh ( cap vung, tnh,wchaquan huyen) ma tuy thuoc vao kha nang quan ly cua / /wwnha phan phoi. t ht tp: - Cac nha phan opho isii cung thng canh tranh vi nhau va(Voi hoi cmoc quyen ban trong 1 pham vi lanh tho Denao o. Tuy nhien nhieu khi s phan chia th trnglai an xen vi nhau kha phc tap theo kieu da beovi s tha nhan mot mc o canh tranh nhat nh naoo 13 90. Nha san xuat co the ap dung cho cung luc nhieu loai kenhphan phoi cho cac oi tng ngi mua khac nhau haycac loai mat hang khac nhau. Th du Nha may ng ABC: m) o r.c* Ban ng qua 3 tong ai ly va rtrc tiep cho cac nha e gemay cong nghiep che bien splitm f* Ban keo thong thng qua.pd ca ai ly cap 1 va cawwhang ban le vi 2 mc/w ban s khac nhau tuy theo / gia t tp:khoi lng sit hVi* Ban keo cao (cap ch thong qua mot ai ly moDeViec ban ban a kenh nh vay le tat nhien phai co muctieu va ly luan cu the v rat de gay ra mau thuan giacac kenh 14 91. 3- Cac chnh sach ve tn dung, vanchuyen, giao hang va s dungnguon nhan lc 3.1-Chnh sach ve tn dungm) Viec ban hang co the ap dung nhieu ehnh thc thanh r.c o toan:erglitm Tra tien trcfsp w.pd Tra tien ngay ( 1 thiwiem c xac nh va bang ://w tien mat hay qua http n hang)it nga s Tra cham o ( Viem Tra goi auD Bu tr oi hang15 92. Cho tra tien sau hoac tn dung (credit) / hoac con co the goiten la khoan se thu hay cong n , that s la mot dch vunham ho tr viec ban hang, no gan lien vi viec ban hangva can phai c quan ly va kiem tra nghiem ngat. Can thiet co cac chnh sach , qui trnh va os m) quan ly chat checer.tren thc te e va thuc ay viec banrghang lan nhanh chongethu c tien ban hang va giam toii a spl tm nhng he qua cua fnhng mon n kho oi w.pd wp://w t htt V isio( Dem 16 93. Khi mi tham nhap th trng, thng hieu cha manh,hang hoa cha co sc thu hut ln e anh bat cac oi thucanh tranh khac, doanh nghiep thng phai cho tra chamlau hn va chu mot han mc cong n lcom) m rong n emang li phan phoi. Theo thi gian,rger.e doanh nghiep phaidung nhng bien phap thu hut vapthuc ay e giam bt ru litmro ve tn dung.p dfsw.w p://wt httV isi o(Dem17 94. oi vi cac khach hang la ai ly, cho tra cham la bien phapho tr v:-Xem nh giup von cho ho lay hang, banohang roi mim)cphai tra tien sau mot thi gian nhat nh.er.erg -Can ho tr ai ly v : litm fsp -Ho ban lai cho ai lyww p.pd 2 va thu tien sau.ca :/ w -Ho phai lu kho mo/t thi gian nhat nh v p htt cha ban c isit ng. ha Vo ( nh tranh khac cap khoan tn dung -Cac oi thu caD em ln hn hoac lau hn18 95. Tuy nhien luon luon nh rang: - Ta luon can co tien ngay e thanh toan tien mua hang, ph nguyen lieu, ph san xuat, lng cong m) n vien. nhao - ong tien thu c trong tng lai seeco r.c gia tr thap hn erg gia tr hien tai. litmfsp -Rui ro cao neu khach qua chad tra , tra tng t mot hayw. mp khong tra. :/ /wwp t httVisio(D em 19 96. 3.2- Chnh sach ve van chuyen va giao hang Nha san xuat co the van chuyen en cho khach hang haykhong , ieu nay the hien s cham soc khach hang, nguonlc va gia ca hang ban. Ben ban va ben mua eu la chon m)eu kien van chuyen va giao hang nao rthuan tien , mang.corgetnh chu ong va tiet giam chi ph cho mnh.tme pli Ngay nay, thong le thng la .ngi ban se van chuyen va p dfs wgiao hang en tan ngi mua, neu ngi mua t van chuyen/w wth se c tr tien vatn tp:/ tchuyen vi ieu kien so lng muai hat toi thieu a quiVnh.iso( Ngi ban cameket thi gian van chuyen va giao hang trongD mmot thi gian nhat nh. Ngi mua phai cam ket to chc boc d Cac ieu kien giao hang phai ghi ro trong hp ong20 97. 3.3-Chnh sach ve s dung nhan lc: Co 2 van e:-Mot la van e e Nhan vien ban hang cua cong ty trctiep ban hang & thu tien hay chuyen toacnm) cong vieco bonay cho ai ly/nhan vien ai dien baeng har er. ng ch lam congtac xuc tien , ho tr va ong vienplnha it m phan phoi. dfs-Hai la van e nha san xuat tap anh hng en mc ow. ownao oi vi nhan vien ba:n ha/ /w ng cua cac ai ly ( th du tra t tpmot phan lng hay itien thng trc tiep cho nhan vien sit hcua cac ai ly) o (V D em21 98. 4. QUAN LY TN DUNG Han mc tn dung ( Credit Limit-CL) la so )tien toi a ma co m .mot khach hang c phep tra chamerger mot thi hantrongnhat nh. ( Khong giao hang quaplhan mc nay, tuy theoitms phan quyen, trng ban hangfskhu vc hay giam oc.pdban hang co the duyet chowphep vt qua 1 t le nhatwwnh)/p:/ thtt Han mc tn dung (cho tng loai khach hang hay ai lyV isic qui nh vaoemo au nam da tren mc c tnh vedoanh so se ban c cho khach hang o trong nam, thiDhan cho tra cham chia cho 30 ngay va nhan cho he so ruiro22 99. Cong thc tnh han mc tn dungHMTD= Doanh so ban d kien X ( thi han tra cham/30 ngay) X He sorui ro m) r .coer ge itm Credit Limit= Projected Sales X (Creditplterm/30) X Risk Factorp dfs w w.Th du 1:://wphttDoanh so d kien ban c cho ikhach hang A la 50 trieu/thangtThi han tra cham la 45 ngay V iso(He so rui ro cua khachem A la 1.2 v 6 thang qua khong co n quahan D hangNh vay Han mc tn dung la:HMTD= 50.000.000 X 45/30 X 1.2= 90.000.000 ong 23 100. Th du 2:Doanh so d kien ban c cho khach hang B la 30 trieu / thangThi han tra cham la 30 ngayHe so rui ro cua khach hang B la 1.0 v so n qua han khong qua 25%ket so cuoi thangNh vay Han mc cong n la:om) r.c HMTD= 30 .000.000 X 30/30 X 1,0= e30.000.000 ongrgep litmfsTh du 3:.pdwwDoanh so d kien ban c cho khach hang C la 100 trieu / thang ://wThi han tra cham la 60 ngayhttp tiiHe so rui ro cua khach hansg C la 0.8 v n qua han qua 25% ket soVvao cuoi thango( emNh vay Han mc cong n la: D HMTD= 100.000.000 X 60/30 X 0,8= 160.000.000 ong 24 101. Xac nh ch so rui ro1.2 Khong co n qua han trong t nhat 6 Rui ro thap nhatthang trc ay om) r.c1.0 N qua han < 25% ket so can oi erge Rui ro chap nhan ccuoi thanglitmfsp.pd0.8 wwN qua han > 25% ket /so can oiRui ro cao :/ wcuoi thang htt p t V isi0.7 o ( y>10% ket so can oi Rui ro rat caoN qua 90enga m Dcuoi thang 25 102. Thi du ve tieu ch xet chohan mc tn dungLoaiTieu chMc muaThi han Cap xetkhachBnh quancho tra cham duyethang (VN ong) m)o er.cATrung thanh/KH> 50 trieu 60 g y r ngaTGlit me then chot ,luon fsp thanh toan tot pd w w.BKH bnh thng, 31-50 tr/ /w 45 ngayG ban co thai o thanh t ht tp:hang+Gi toan chap nhan(Vis tai chnh c mo DeCKH mi hoac hay > 1tr-30 tr 30 ngayG ban thay oi , mchang thapDMc mua co gia< 1 trieu Tra tien mat tr nho26 103. 5-Hp ong ai LyHp ong ai Ly la c s ieu chnh cac hoat ong hp tackinh doanh gia Nha San Xuat va Nha Phan Phoi.Moi ben thng v quyen li, tnh oc lap va) s thuan tienmco trong viec quan ly cua mnh ma at iegur.kien cho ben kia,r e oi khi tao them ho sau mau thuan l,tme o phai trai qua dopi mot cuoc thng lng mi the.pdfsen mot thoa thuan i chung. ww ://wMot hp ong thoa anghtla mot hp ong tao ra quan hetpvng chac va lau daiViViec khen thng ng nhien phai. sit o(co nhng viec treng phat hay kien tung neu co xay ramthng chac chaD gay thiet hai cho ca 2 ben ( ac biet nVN, viec x an va thi hanh an rat nhieu khe va ton kem) 27 104. Hp ong ai ly phai noi ro cac khoan sau: Chi tiet ve Nha San Xuat (Ben A) Chi tiet ve Nha Phan phoi/ ai ly (Ben B) Viec ch nh Nha phan phoi ( oc quyen hay khongom) oc quyen trong khu vc a ly c.cxac nh.re rge Hang hoa , viec at hang va cung cap hang hoa tm s pli Gia mua , gia ban va viec.pdfthanh toan -Han mc va thi ha/n tn ww dung p :/ w -Cach thanh toain t httis -Cach khau otru chiet khau, hoa hong va (Vtra mDethng khuyen mai Ngha vu moi ben 28 105. Ngha vu moi ben -Ngha vu Nha Phan Phoi ( Ben B) : @ Xin giay phep kinh doanh @ Co c ban hang cua oi thu cua ben m) hay khong? Ac o @ Ch nhan ban mot so mat hang haygtoa r er. n bo cac mat hangme @ Ban theo gia Nha San xuat qui linh ( neu ban di gia optdfsth sao?)w.p w@Tch cc hoan thanh tch / /wtieu ban hang h tp:@ Hop tac trong cacVi sitchng trnh khuyen mai o(@ Trng bay Demng va ton kho ha@ Thu thap thong tin th trng ( khach hang & oi thu)@ Lam cau noi gia Nha San Xuat va ngi tieu dung(phan anh va x ly nhng khieu nai cua khach hang)@ Ky quy/ the chap tai san29 106. -Ngha vu Nha San Xuat ( ben A):@ Bao am cung cap hang hoa ay u va kp thi@ Bao am hang hoa at tieu chuan chat lngm) ang ky.r.c orge @ Hng dan ky thuat, phngitphap bao quan- ton kho va meplcac phng phap ban hang cho nhaf sphan phoi. .pd ww@ Ho tr quang cao, trng bay ,xuc tien ban hangp ://w@ Chi tra chiet khatutttheo khoi lng, thi gian, ieu kienhisithanh toano(V em@ Thong tin th trng D@Thng hoan thanh ch tieu ban hang hoac khuyen mai @ Ho tr phng tien van chuyen, ton kho, ban hang (neu co)30 107. Ket luanChnh sach phan phoi c lap ra e lam kim ch nam hng dan cho s ieu hanh he thong pham) phoi hangn ngay hang gi nham muc tieu lam thonrg osuot va lu e.c g thong cac luong van chuyen ve hangerhoa, thong tin, tienlitm bac, danh ngha va xuc tien banfsp ng. Ch can 1 trong cac d ha luong lu thong b cham treww.p tac hoac roi loan cung u , be gay ra nhng thiet hai a:nw ke cho cong cuoc kinh doanh. p/g/ht Luc o ta phai xac nht ngay nguyen nhan do chnh sachtisi hay do ngi ieu (hanh tao ra e co the ieu chnh kpoV thi. D emChnh sach khong bao gi bat di bat dch ma phai luon kp oi mi e thch ng vi tnh hnh phat trien ca doanh nghiep 31 108. m) r .coer gep litm p dfsw w. tp ://wtisit h V o(Dem 32 109. Generated by Foxit PDF Creator Foxit Softwarehttp://www.foxitsoftware.com For evaluation only.) c om er. m erglit f sp w .pdw :/ /wpit htt s( Vi e moD 110. Generated by Foxit PDF Creator Foxit Softwarehttp://www.foxitsoftware.com For evaluation only. M C TIUGOALSHi u vai tr c a truy n thng marketing.Understanding the role of marketing communications.) c omBi t cch th c v n hnh truy n thng marketing er.Know how the marketing communications work m erg litspGi i thch 4 cng c c ngdfchnh: qu ng co, bn hng,pkhuy n mi, giao t w w. / /w the marketing communications mix tp:Define and explain the four tools of ti thPhc th o cc b (Vis tri n khai cn b n th c hi n truy ncthng hi u qu emo DOutline the steps in develop effective marketing communications. 111. Generated by Foxit PDF Creator Foxit Software http://www.foxitsoftware.com For evaluation only. N I DUNG CONTENTS1. Qu ng co v chiu th ) Promotion & Advertisingc omer.2. Xc ti n m erg lit Promotionf sp w .pdw/w3. Quan h cng chng: cng c v k thu t :/p Publics Relation: tools andt htt technologies Visi4. Chi n l c qumng o ( co & nh gi qu ng co. De Advertising strategy and advertising evaluation 112. Generated by Foxit PDF Creator Foxit Softwarehttp://www.foxitsoftware.com For evaluation only. D N NH P (Oo Green tea ICM)) c om er. m erglit f sp w .pdw :/ /wpit htt s( Vi e moD 113. Generated by Foxit PDF Creator Foxit Softwarehttp://www.foxitsoftware.com For evaluation only. D N NH P(V-phano Pharmacy)) c om er. m erglit f sp w .pdw :/ /wpit htt s( Vi e mo DV-phano Pharmacy - H th ng nh thu c u tin t chu n GPP Th c hnh t t nh thu c t i HCM 114. Generated by Foxit PDF Creator Foxit Softwarehttp://www.foxitsoftware.com For evaluation only. KHI NI M TRUY N THNG MARKETING(Marketing Communications)T t c cc phng ti n m cng ty c )g ng s d ng thng bo, thuy t .com rph c v nh c nh ng i tiu dng merget mcch gin ti p hay tr c ti p v plit s n sph m v thng hi u m h bnp df w. w :/ /w tpThe means by which firmshtattempt to inform, t isipersuade, and remind consumers, directly orV o(indirectly, about the products and brands theymsell.De 115. Generated by Foxit PDF Creator Foxit Softwarehttp://www.foxitsoftware.com For evaluation only.TRUY N THNG TCH H P XY D NG THNG HI U(IMC builds brand) nh n bi t Qu ng co )omthng hi ucr. erge Khuy n m i tmli Hnh nh f spS ki n/Tr i w .pd Ti s n thng hi unghi m IMC //wwthng hi u PR/Tuyn t tp: thtruy n isi p ng o (Vthng hi uBn hng c em nhnDMarketing tr cM i quan hti pthng hi u 116. Generated by Foxit PDF Creator Foxit Software http://www.foxitsoftware.com For evaluation only.TRUY N THNG TCH H P XY D NG THNG HI U(IMC builds brand) )c omer.m erg litf spw .pd w:/ /w p it htts ( Vie mo D 117. Generated by Foxit PDF Creator Foxit Softwarehttp://www.foxitsoftware.com For evaluation only. B PHNG TRUY N THNG (Communications Platforms)AdvertisingQu ng co} Print and broadcast ads Qu ng co m) & truy n thanhboc o} Packaging inserts er.Bao bm erg} Motion pictures lit Phim nh f sp} Brochures and booklets .pdTi li u qu ng b www} Postersp :// p phch t htt} Billboards isi B ng hi u ngoi tr i (V} POP displays De moV t ph m trng by} LogosBi u t ng} Videotapes Bng hnh video 118. Generated by Foxit PDF Creator Foxit Softwarehttp://www.foxitsoftware.com For evaluation only. MINH H A (Print-Ad)) c om er. m erglit f sp w .pdw :/ /wpit htt s( Vi e moD Coke Print-Ads 119. Generated by Foxit PDF Creator Foxit Software http://www.foxitsoftware.com For evaluation only.B PHNG TRUY N THNG(Communications Platforms)Khuy n m i Sales Promotion} Thi, tr chi, rt thmContests, games,m)r.co sweepstakes} V t ph m qu t nger gelitm Premiums} Hng m u dfs p.p Sampling} H i ch , tri n lm ww://w Trade shows, exhibitsp} Phi u th ngt httCoupons Visi} Hon ti n o(Rebates m} DeTr chi gi i tr Entertainment} Chng trnh lin t c Continuity programs 120. Generated by Foxit PDF Creator Foxit Software http://www.foxitsoftware.com For evaluation only.MINH H A(Kleenex ICM) )c omer.m erg litf spw .pd w:/ /w p it htts ( Vie moDKleenex allocated its communications dollars:75% Television, 23% Print, 2% Online 121. Generated by Foxit PDF Creator Foxit Software http://www.foxitsoftware.com For evaluation only.B PHNG TRUY N THNG(Communications Platforms)Events/ ExperiencesS ki n/Tr i nghi m} Sports)Th thao c om} Entertainmenter. Gi i tr m erg} FestivalslitL h if sp} Arts.pdNgh thu twww} Causesp :// Ki n t ngt htt} Factory tours isi Tham quan nh my(V} Company museumsmo Phng truy n th ng cng tyDe} Street activitiesHo t ng ng ph 122. Generated by Foxit PDF Creator Foxit Softwarehttp://www.foxitsoftware.com For evaluation only. MINH H A (Factory Museum)) c om er. m erglit f sp w .pdw :/ /wpit htt s( Vi e mo DVisitors to the Woodward Dream Cruise often tour Fords Factory Museum 123. Generated by Foxit PDF Creator Foxit Software http://www.foxitsoftware.com For evaluation only.B PHNG TRUY N THNG(Communications Platforms)Quan h c ng ngPublic Relations} Ti li u bo ch) Press kits c om} Bi di n thuy ter. Speeches m ergH i th o litSeminars} f sp.pd Annual reports} Bo co hng nmwwwp :// Charitable donations} Thi n nguy nt httisi Publications} Xu t b n(V mo Community relations} Quan h c ng De ngLobbying} V n ng hnh lang 124. Generated by Foxit PDF Creator Foxit Softwarehttp://www.foxitsoftware.com For evaluation only. MINH H A (New Product launching)) c om er. m erglit f sp w .pdw :/ /wpit htt s( Vi e moDMini Coopers Guerilla Marketing 125. Generated by Foxit PDF Creator Foxit Software http://www.foxitsoftware.com For evaluation only. B PHNG TRUY N THNG (Personal Selling Platforms)Personal Selling Bn hng c nhn} Sales presentationsGi i thi u bn hng )Sales meetingsc om er. H i ngh khch hng}} Incentive programs m erg litChng trnh th ng} Samples f sp.pd Hng m u} Fairs and trade showswww:// H i ch , tri n lmttps it h ( Vie mo D 126. Generated by Foxit PDF Creator Foxit Software http://www.foxitsoftware.com For evaluation only.B PHNG TRUY N THNG(Communications Platforms)Marketing tr c ti p Direct Marketing Catalogs} Catalogsm )coMailings} Bu i ner.erg Telemarketingl itm} Vi n tho idf sp Electronic shoppingp} Bn hng i n tw.TV shopping/ wwp:/ Fax mail} Mua s m truy n hnh it htts E-mail} Fax( Vie moVoice mail} Th i n tD} Th tho i 127. Generated by Foxit PDF Creator Foxit Software http://www.foxitsoftware.com For evaluation only.MINH H A TRUY N THNG (G7 instant Coffee launching)6 thnh ph l n 12 a i m)p phchc10% ofom possible locationsNH N BI Tcao c VPg er.m er litf sp298 a i m w .pdwTr m ch80% of possible locations/w Bus p:/xeCoverit htts Vi Marketo(BillboardKhng s d ngem Xe t i & DXu ng my51 xe t iTC NG2 xu ng Mekongth pcao 128. Generated by Foxit PDF Creator Foxit Software http://www.foxitsoftware.com For evaluation only.Y UT TRONG TI N TRNH TRUY N THNG (Elements in the Communications Process) )c omer.m erg litf spw .pd w:/ /w p it htts ( Vie moD 129. Generated by Foxit PDF Creator Foxit Software http://www.foxitsoftware.com For evaluation only.Y UT TRONG TI N TRNH TRUY N THNG (Elements in the Communications Process) )c omer.m erg litf spw .pd w:/ /w p it htts ( Vie moD 130. Generated by Foxit PDF Creator Foxit Software http://www.foxitsoftware.com For evaluation only.CNG C TRUY N THNG (Communications Tools) )c omer.m erg litf spw .pd w:/ /w p it htts ( Vie mo D 131. Generated by Foxit PDF Creator Foxit Software http://www.foxitsoftware.com For evaluation only. CC B C PHT TRI N KHAI TRUY N THNG (Steps in developing effective communication)Nh n di n thnh gi m c tiu )c omQuy t nh m c tiu er.m erg litThi t k truy n thngf spw .pd wCh n knh truy n thng tp :/ /w t s it hThi t l p ngn sch ( Vimo DeQuy t nh cng c tch h pQu n l truy n thng tch h p 132. Generated by Foxit PDF Creator Foxit Softwarehttp://www.foxitsoftware.com For evaluation only.M CS N SNG NG I MUA (Buyer readiness stages)Nh n bi t Tri th c Thi n c m u thch Tin t ng Mua hng) c om er. m erg lit fsp .pd www p :// t httVisimo( DeAwareness Knowledge Liking Preference Conviction Purchase 133. Generated by Foxit PDF Creator Foxit Software http://www.foxitsoftware.com For evaluation only.M C TIU TRUY N THNG (Communication Objectives)Nhu c u ngnh hngm)Category Needer.co itmerg n bi t thng hi u nhl Brand Awareness spdfp w w.:/ /w Thi v i thng hi u p it htt Brand Attitudes ( Vie mo ng l c Mua hng DPurchase Intention 134. Generated by Foxit PDF Creator Foxit Software http://www.foxitsoftware.com For evaluation only.THI T K TRUY N THNG (Designing the communication) Chi n l c thng i p Message strategy Chi n l c sng t o m ) Creative strategycoMessage source Ngu n i p truy n er. m ergPersonal communication Knh truy n thng c nhnlit d fspchannels p Knh truy n thng w w. Nonpersonal wphi c nhnp ://communication channels t httIntegration Tng tcVisimo( De 135. Generated by Foxit PDF Creator Foxit Software http://www.foxitsoftware.com For evaluation only. CH N KNH TRUY N THNG (Selecting communication channels) Knh ng h m) Advocate Channelser.coKnhtm ergchuyn gial i spExpert Channels f .pdww //w Knh x h i ht tp:Social Channelsisit(V e moDPersonal Communication Channels 136. Generated by Foxit PDF Creator Foxit Softwarehttp://www.foxitsoftware.com For evaluation only. CH N KNH TRUY N THNG(Selecting communication channels)Phng ti n truy n thngMedia ) c om er.Khuytmn merg ili spSales Promotion f .pdww w S ki n & Tr i nghi mp://it httEvents & Experiences s( Vi e mo Quan h c ng ng DPublic RelationsNonpersonal Communication Channels 137. Generated by Foxit PDF Creator Foxit Softwarehttp://www.foxitsoftware.com For evaluation only.L P NGN SCH TRUY N THNG (Establish Budget)Ty kh nng cng tyAffodable) c omPh n trm trn doanh s er. m ergPercentage of sales lit f spCn b ng c nh tranhw .pdwCompetitive Parity :/ /wpit htt sM c tiu v cng vi oc( ViObjective & Taskm De 138. Generated by Foxit PDF Creator Foxit Software http://www.foxitsoftware.com For evaluation only. CH N CNG C TRUY N THNG(Characteristics of Communications)Advertising Qu ng co Pervasiveness) Ph qut c om Amplified expressivenesser. Ti ngm erg vang l n ImpersonalitylitfspPhi c nhnSales Promotion.pdww Communicationp :// wKhuy n m i t htt IncentiveisiThng tV Invitation o( T ng th ng emD M im c 139. Generated by Foxit PDF Creator Foxit Softwarehttp://www.foxitsoftware.com For evaluation only. QU N L TRUY N THNG TCH H P(Manage ICM) Ki u th tr ng s n ph m ) Type of product marketc om er. Tnh s n sng ng i muam erglit Consumer readiness to make af sp purchasew .pdw :/ /w Vng i s n ph mhttp t isi Stage in the product life cycleVmo( Ph m vi th tr ng De Market rank 140. Generated by Foxit PDF Creator Foxit Software http://www.foxitsoftware.com For evaluation only.CH N CNG C TRUY N THNG (Public Relations : Tools & Techniques) )c omer.m erg $11.14 billion spent onlitf spsponsorship in 2004.pd www 69% sports p :// t htt 10% toursisiV 7% festivals, fairsmo( De 5% arts 9% causes 141. Generated by Foxit PDF Creator Foxit Softwarehttp://www.foxitsoftware.com For evaluation only.CH C NNG QUAN H C NG NG (Public Relations Functions ) Quan h bo ch Press relations) c om Tuyn truy n s n ph mer. m erg Product publicitylit f sp Truy n thng cng ty w .pdw :/ /w Corporate communicationsptts it h V n ng hnh lang Vi mo( Lobbying De 142. Generated by Foxit PDF Creator Foxit Software http://www.foxitsoftware.com For evaluation only. CH C NNG C A PR (Public Relations Functions ) H tr tung s n ph mAssist in product launches )c om H tr ti nh v s n ph m tr ng thnh er. m ergAssist in repositioning mature products fsplit .pd Xy d ng m i quan tm ch ngwlo i s n ph mw / /wBuild interest in a product category t tp:th Visi Xy d ng hnh nh cng tyo( mBuild corporate image De nh h ng nhm th tr ng c bi tInfluence specific target groups 143. Generated by Foxit PDF Creator Foxit Software http://www.foxitsoftware.com For evaluation only.CNG C CHNH MARKETING C A PR (Major Tools in Marketing Public Relations) Ti li u bo ch }) c om } Bi di n thuy t er. m erg lit } H i th o dfsp p} Bo co hng nmw w./ /w} Thi n nguy t tp: nthisi(V} Quanoh bo ch mDe } Quan h c ng ng} V n ng hnh lang 144. Generated by Foxit PDF Creator Foxit Softwarehttp://www.foxitsoftware.com For evaluation only. CC B C MARKETING C A PR(Steps in Marketing Public Relations)L p m c tiu - Establish objectives ) c om er.Ch n i p truy n - Choose messages m erg lit fsp .pdChww n phng ti n -/wChoose vehicles/t tp: th isiTh c hi n &(V m sot - Implement and controloki mDeo hi u qu - Measure effectiveness 145. Generated by Foxit PDF Creator Foxit Softwarehttp://www.foxitsoftware.com For evaluation only. CHI N L C & NH GI QU NG CO(Advertising strategy and advertising evaluation)) c om er. rgB t k hnh th c gi i thi u hay c eng no mang tnh m phi c nhn cho cc t ng, hnglit ha hay d ch vfsp m ng i mu n th c hipdn chi ti n ra lm w. w/ /wt tp: Any paid form of nonpersonal presentation th isi and promotion of ideas, goods, orV o ( by an identified sponsor. servicesm De 18-37 146. Generated by Foxit PDF Creator Foxit Softwarehttp://www.foxitsoftware.com For evaluation only.MINH H A CC HNH TH C QU NG CO(Advertising Illustrations )) c om er. m erglit f sp w .pdw :/ /wpit htt s( Vi e moD 147. Generated by Foxit PDF Creator Foxit Softwarehttp://www.foxitsoftware.com For evaluation only.M HNH 5Ms QU NG CO(Model 5Ms in advertising ) m)onc er.ngi p truye g n ch n rt itm truyp li Th c hi n fspNgn sch.pdX h i Nhi m vVng i s n ph m www o l ngBn hng i th://M c tiu Bn hngQu ng co T ng su t http M c tiu truy n thngS n ph mit sPhng ti ni Ph m vi, t n su t(V mo Cng c chnh D e Th i gian Th i i m 148. Generated by Foxit PDF Creator Foxit Software http://www.foxitsoftware.com For evaluation only.M HNH 5Ms QU NG CO (Model the 5Ms in advertising ) )c omer.m erg litf spw .pd w:/ /w p it htts ( Vie mo D 149. Generated by Foxit PDF Creator Foxit Softwarehttp://www.foxitsoftware.com For evaluation only. M C TIU QU NG CO (Advertising Objectives ) ) om thuy t ph cQu ng co Thng tinQu ngeco r.cInformative advertisingergPersuasive advertising m lit d fsppw w./ /wQu ng co nh c nh t ht tp:Qu ng co c ng cVisiReminder advertisingReinforcement advertisingmo( De 150. Generated by Foxit PDF Creator Foxit Softwarehttp://www.foxitsoftware.com For evaluation only. MINH H A (New Slogan launching)) c om er. m erglit f sp w .pdw :/ /wpit htt s( Vi e moDV-phano Pharmacy v i Slogan L i khuyn ng 151. Generated by Foxit PDF Creator Foxit Software http://www.foxitsoftware.com For evaluation only. )c omer.m erg litf spd.pC ww M N / /w ht tp: tisi(V e moD 152. Generated by Foxit PDF Creator Foxit Software http://www.foxitsoftware.com For evaluation only.2010 Xy d ng K ho ch Truy n thng Ti li u tham kh o cho nh ng ng i ho t ng trong lnh v c truy n thng m) [Vi t "K ho ch truy n thng" ("Communication Strategy" hay "Communication co Plan") khng ph i l m t khoa h c, m l m t ngh thu t. B i v y m n r t a d ng, bi n ha v r t kh tm ra m t m u s chung, m t m u "chu n", "hon er. h o" no.] rgme litfsp .pd ww : //w httpisit (V moDe 153. Generated by Foxit PDF Creator Foxit Softwarehttp://www.foxitsoftware.com For evaluation only. Trang | 2M C L CCHU N B K NNG ........................................................................................................................................ 3N I DUNG CHNH C A M T K HO CH TRUY N THNG ................................................................. 8m)coB I C NH .......................................................................................................................................................... 13 er. rgT NG QUAN MI TR NG ......................................................................................................................... 15 melitXC NH I T NG LIN QUAN ......................................................................................................... 16 fsp.pdXC NH M C TIU .................................................................................................................................... 19 wwCHI N L C .................................................................................................................................................... 21//wCNG CHNG M C TIU ............................................................................................................................. 23 :h ttpTUYN B ......................................................................................................................................................... 26 isit(VTHNG I P CHNH ..................................................................................................................................... 28 moCHI N THU T HAY PHNG TH C TH C HI N ................................................................................. 30DeQU N L R I RO ............................................................................................................................................ 33NGN SCH ...................................................................................................................................................... 35NH GI ......................................................................................................................................................... 37K T LU N .......................................................................................................................................................... 40 154. Generated by Foxit PDF Creator Foxit Software http://www.foxitsoftware.com For evaluation only. Trang | 3m)co er. rgme litfspCHU N B K NNG .pd ww //w : http siti (V moDe 155. Generated by Foxit PDF Creator Foxit Softwarehttp://www.foxitsoftware.com For evaluation only.H u h t cc nhn vin PR m ti t ng tuy n d ng u, ho c l r t r ho c l th ng th n, h i xin Trang | 4m t "m u k ho ch truy n thng", k c nh ng ng i t ng c kinh nghi m lm vi cm t vicng ty PR tr c hay nh ng em sinh vin ch m i b c chn ra kh i tr ng i h c.Th c ra ngay c khi ni m PR l g, c kh nhi u ng i cha t ng c, cha t ng h c, th m ch chat ng tm hi u, ch cha ni n khi ni m hay cch th c vi t, th c hi n m t chi n d ch/ k ho chtruy n thng nh th no.Tuy nhin, cng vi c trong m t cng ty PR l i lun yu c u nhn vin PR ph i vi t cc b n k ho chny, g i cho nh ng ng i (l khch hng c a h , nhng l i) t ng ti p xc v i r t nhi u b n tv n k ho ch truy n thng t cc cng ty PR chuyn nghi p, t nh ng ng i lm PR chuyn nghi plin t c g i t i. y l m t th thch h t s c l n, nh t l cho nh ng ng i m i b c chn vo ngh ,cha c ki n th c v lnh v c, cha chu n b c t duy h th ng, t duy phn tch, t duy chi n m)l c v t duy sng t o. co er.Tr c khi i vo gi i thi u v i cc b n u l m t "m u" k ho ch truy n thng (m ti ch dm g il "t m n", v s khng c m t m u hon h o no, v th c t th m i m t k ho ch truy n thng rgme c vi t ra l i c hnh th c, n i dung... v cng khc nhau, chng khc nhau gi a k ho ch nysang k ho ch khc, gi a khch hng ny sang khch hng khc, th m ch l khc nhau b i chnh c littnh c a ng i vi t), ti mu n c p t i nh ng "hnh trang" m b n c n chu n b tr c khi b t tay fspvo vi t m t k ho ch truy n thng..pdwwNh ng hnh trang l g?//wKh nng n m b t v t ng h p thng tin: h ttpM t cch l t ng v chuyn nghi p, th m i m t cng ty PR ch nn t p trung vo m t lnh v c c sitth no . V d , cng ty A t p trung vo t v n cch doanh nghi p trong lnh v c ngn hng, tii (Vchnh, cng ty B t p trung vo lnh v c y t , s c kh e c ng ng, cng ty C t p trung vo h th ngsiu th , nh hng... Hay m t cng ty c th t p trung vo m t vi lnh v c nh ngn hng, ti chnh, mob t ng s n, cng ngh ... Ch khng nh t thi t m t cng ty PR ph i cung c p d ch v cho t t c ccDekhch hng c n n d ch v PR. Tuy nhin, i u ny Vi t Nam g n nh l cha th (ti khng nil khng th ), b i v yu c u v PR c th cho t ng lnh v c Vi t Nam cha th c s cao, b n thnng i yu c u d ch v l n ng i cung c p d ch v cha t v n ny ln hng th nh t. Do ,m t cng ty PR Vi t Nam v n c th cung c p d ch v cho a d ng khch hng, cho d l nhs n xu t hng tiu dng, hay m t cng ty cng ngh cao, hay m t b nh vi n t nhn, hay m t nhs n xu t my bay... i u ny t ng i lm PRVi t Nam vo m t th thch h t s c l n.B n s h i v n ti v a nu ra c lin quan g t i hng trang u tin c a ng i lm PR l khnng n m b t v t ng h p thng tin? V n n m ch , n u nh m t chuyn gia PR lm t i cng tyCarter Ryley Thomas (cng ty c x p hng u trong nh ng cng ty PR t t nh t lm vi c trnth gi i), ch t p trung vo m t ho c t i a l b n lnh v c: Corporate, Consumer, Health, Interactive,th b n, m t PR Executive t i Vi t Nam, b n ph i l nh t v n cho khch hng trong t t c cc lnhv c. u l s khc bi t l n lao ny? 156. Generated by Foxit PDF Creator Foxit Software http://www.foxitsoftware.com For evaluation only. Trang | 5Th nh t, cc chuyn gia PR (v d nh n t CRT ni trn), h l nh ng nh ho t ng truy nthng, nh ng ng i ho t ng trong lnh v c hng tiu dng hay y t lu nm, h c ki n th c n nt ng v nh ng lnh v c ny, h c "l ch s " ki n th c v lnh v c ny v hng ngy, hi n nay l hngpht (n u b n ch u c tm c blog c a cc chuyn gia t i cng ty ny, b n s th y h c p nh t sov i th gi i nh th no) h c p nh t v lnh v c c a h . Do , cc chuyn gia lm vi c trong nh nglnh v c ny coi h nh nh ng ng i b n, nh ng ngu n tham kh o, nh ng chuyn gia t v n m i khih g pv n .Cn v i chng ta? L a PR c o t o m t cch bi b n u tin Vi t Nam cha ra l, nh ngng i c o t on c ngoi chuyn nghi p v lnh v c ny v hi n ang lnh o cc cng tyPR chuyn nghi pVi t Nam m c trn u ngn tay, nh ng ng i c o t o bi b nn c ngoi, nhng cha tr thnh lnh o doanh nghi p, cng ch v a m i v n c, cn l i, l m)nh ng ng i t h c, t t ng h p, t rt kinh nghi m thng au t th c t , nh ng ng i v a m i cob c chn vo ngh , m i ki n th c cn l n x n, nh m l n, nh ng ng i m c d kinh qua vi cng er.ty PR v n cha hi u b n ch t quy trnh, cng vi c PR... V y th, tr m t vi gim c cc cng ty PR,nh ng ng i c h c hnh chuyn nghi p t n c ngoi v , l c th tr thnh "b n", thnh rg me"ngu n tham kh o", thnh "nh t v n" th c s cho cc v n c a khch hng (tuy nhin, ph inh c l i l, khng ph it t c m i lnh v c), cn s cn l i, chng ta s xoay s th no trong vi ctheo u i v gi chn khch hng?litfsp .pdHnh trang u tin m b n ph i chu n b , xin nh c l i, chnh l kh nng n m b t v t ng h pwwthng tin. Kh nng ny s d ng vo ngh PR v c th l l p k ho ch truy n thng nh th no? l, trong vng vi ngy, th m ch vi gi , b n ph i c kh nng n m b t s b ton b thng tin//wc b n v m t lnh v c, m t ngnh hng no . N u khch hng c a b n n m trong khu v c ti :chnh, ngn hng, b n ph i (tm m i cch, vi c ny hon ton do b n, khng c m t ch d n c th ,ttpring bi t no cho vi c tm ki m thng tin, n gi n nh t l "Just Google It!") n p thng tin, t nghsith p chng, phn tch chng, ch ra cho khch hng c a b n th y "H angu" trn th tr ng ingn hng ti chnh. n gi n nh t b n c th s d ng m hnh SWOT gip chnh b n v khch(Vhng c a b n xc nh v tr ny. M hnh ny c th r t quen thu c v i cc sinh vin kh i ngnh kinh mot , nhng v i cc b n h c bo ch, ngo i ng , v cc ngnh khc, y l cha kha cho cc b n: S -Strength, W - Weakness, O - Opportunity, T - Threat. DeT duy h th ng, t duy phn tchB n v a lm xong m t vi c t i quan tr ng l tm ki m v t ng h p thng tin, m c dd ng th s,nhng m i vi c s tr nn v ngha n u nh b n khng bi t lm g, khng bi t xoay s nh th nov i ng thng tin ng n ng n . T t nhin, b n cng c n ph i c c kh nng n m b t nhanhchng cc khi ni m, v d nh khi ni m nh u t, c ng, tnh thanh kho n c a th tr ng,ngn hng thng m i, ... b i v y cng l m t trong nh ng kh nng quan tr ng gip vi c t ngh p v phn tch thng tin tr nn nhanh chng, d dng.N u b n cha t ng lm m t cng trnh nghin c u khoa h c no, b n cha vi t m t b n bo cokhoa h c, m t kha lu n, m t bi t p l n hay m t bi lu n no, con ng pha tr c c a b n s kh 157. Generated by Foxit PDF Creator Foxit Softwarehttp://www.foxitsoftware.com For evaluation only.chng gai. L do lch , m t khi b n t ng tr i qua nh ng cng vi c ny, t nh t b n cng Trang | 6t ng tr i nghi m vi c t ng h p, phn tch v nh gi thng tin. N u nh lu n vn t t nghi ptr ng c a b n t i m 9 ho c 10 cho kh i ngnh khoa h c x h i, ti c l b n c t duy t ng h pv phn tch thng tin kh t t, i u ny cng th hi n b n tng i c t duy h th ng. T duy hth ng ng m t vai tr v cng quan tr ng, n cho b n kh nng xu chu i cc thng tin, s ki n l iv i nhau, suy xt n d i m i gc cng nh gc no nn s d ng l c t li cho v n b nang c p n. Ni su xa hn n a, n u b n t ng l m t sinh vin gi i Tri t h c, hay b n yu thchb mn ny, b n l ng i c t duy h th ng, b n c kh nng chi m lnh l thuy t v nhanh chngn m b t m t lnh v c, t ng k t thnh cc quy lu t, xu h ng. N u b n th c s c nng l c ny, n lm t cha kha s gip b n thnh cng.M t trong nh ng ph n u tin v v cng quan tr ng c a m t b n k ho ch truy n thng s c nb n ph i s d ng cc nng l c t duy m ti nu trn. l b n ph i xc nh b i c nh c a khchm)hng, b n ph i t ng quan th tr ng, a ra cc nh n nh, t phn tch nh ra cc m c tiu,cocc chi n l c (t ng ph n c th ti s ch ra trong cc bi vi t ti p theo).er.M c tiu c a chi n l c truy n thng c a b n c ng v ph h p hay khng ph thu c hon tonrg mevo k t qu phn tch c a b n tr c . V cc chi n l c c th , ho t ng c th b n p d ng t c cc m c tiu ra cng hon ton l k t qu c a cc phn tch ny. Do , nng l c phnlittch c a b n chnh l b l c gip b n chuy n ha nh ng thng tin b n c v th tr ng thnh cc fspho t ng c kh nng thay i thi v nh n th c c a cng chng m c tiu, t thay i hnh.pdvi c a h nh b n mong mu n (ty thu c vo m c tiu c a t ng chi n d ch).wwT duy chi n l c v t duy sng t o: //w ttpHai ph n quan tr ng trong m t k ho ch truy n thng l "Strategy" v "Tactics" c th t m d ch lh"Chi n l c" v "Chi n thu t", c th hi u l "Chi n l c" v "Cc ho t ng p d ng cho t ng chi nsitl c". i(V th c hi n t t hai ph n ny, tr c h t, b n ph i c phn tch t ng quan ng v th tr ng, v mokhch hng (nh nitrn) v ph i nu chnh xc cc m c tiu c a m t k ho ch truy n thng. DeT m c tiu ny, b n s a ra chi n l c cho ton b k ho ch / chng trnh.C r t nhi u nh ngha khc nhau v "chi n l c", nhng c m t nh ngha r t th v c a William H.Marquardt: "Chi n l c l vi c ch n khng lm g tr c khi l a ch n lm g". Cn theo Dave Fleet,m t chuyn gia PR, th chi n l c chnh l tr l i cu h i: "B n nh i t i u? T i sao?" tr l i c nh ng cu h i n gi n ny, b n ph i c t duy c a ng i ho ch nh chi n l c, xc nh mnh s lm g t c m c ch, b n s khng lm g trnh ng u v i nh ng v tc n ng, ho c nh ng ho t ng lng ph khng c n thi t, v b n s s d ng phng th c no lm nh ng vi c .Sau khi v ch ra c m t chi n l c, b n s ph i v n d ng t duy sng t o ngh ra cc "chi nthu t". y chnh l cc ho t ng c th (t ch c s ki n, h p bo, PR trn bo b ng bi vi t, ti 158. Generated by Foxit PDF Creator Foxit Softwarehttp://www.foxitsoftware.com For evaluation only.tr ...) di n t t duy chi n l c c a b n b ng hnh ng. V t t nhin, cc hnh ng ny ph i Trang | 7n kh p v th c t v i ton b m c tiu v chi n l c. T duy sng t o s t ra h u d ng t i th ii m ny khi cc ho t ng b n xu t v a ph i ph h p v i chi n l c chung v a ph i m b otnh "m i", tnh khng l p l i, trong khi ph i m ng c trch nhi m th hi n c c th vlnh v c, cng vi c c a khch hng.T duy th c tM t ph n quan tr ng c a b n k ho ch truy n thng l xu t cc h ng m c th c hi n v chi ph.Ph n ny i khi c chuy n cho m t b ph n khc, m t ng i khc, m t cng ty th ba (nh cungc p) th c hi n n u nh b n thn ng i vi t khng c kinh nghi m th c t . Trong m t cng ty PR,c th s t n t i quy trnh: ng i vi t n (proposal) s ch vi t nh ng ph n u (t ng quan, m ctiu, chi n l c, thng i p, chi n thu t...) v ng i ln chi ph - PE (Production Estimation ho c m)Project Estimation) (g m h ng m c v gi) th c hi n ph n cn l i. Tuy nhin, l t ng l ng i vi t coProposal c kh nng th c hi n ton b cc ph n ny. Nhng th c hi n c, b n c n ph i c er.kinh nghi m th c ti n, c t duy th c t trong vi c xu t cc h ng m c tng ng v chi ph ph rgh p cho t ng h ng m c v ph h p cho t ng khch hng. B i i khi, t ng cho m t ho t ngmeno c th h t s c bay b ng, v cng sng t o, r t thng minh, t ph, nhng so v i "th tr ng" litc a khch hng l i l m t i u vi n vng, m t s lng ph hay l m t cch "dng dao m tru gi t fspg". Do , hy th c t , khi hon thi n m t trong nh ng ph n quan tr ng cu i cng ny c a b n kho ch..pd wwNgoi ra, t duy th c t hay nng l c th c ti n cn r t c n cho vi c d on cc r i ro ti m n c a//wk ho ch truy n thng v vi c a ra cc ch s o l ng nh gi m c thnh cng c achng trnh -- m t ph n m r t nhi u ng i b qun ho c c tnh b qua khi th c hi n cc k ho ch: ttptruy n thng.hsitC th l qu nhi u! C th l i h i qu ng, khi b n ch m i b c chn vo lnh v c ny, cng i(Vvi c ny. Nhng tr thnh cc chuyn gia PR (PR experts, thu t ng cng s p tr thnh l c h u)hay cao hn l cc chuyn gia truy n thng (communications experts, thu t ng thay th ), khng cmocch no khc l b n ph i trang b cho mnh nh ng nng l c t duy ny, b ng khng, b n ch c thDevui v lm m t ph n vi c c th no trong ton b quy trnh th c hi n cc chi n d ch truy nthng, b n ch n m c m t ph n trong cng vi c PR, gi ng nh m t ng i th v y.Nh ng t duy ny c th h c c t u? C th b n c s n n nh l m t nng l c b m sinh.Nhng n u b n cha c, b n ph i h c, t r t nhi u pha. C th t tri t h c, nh ti ni trn, cth t vi c t o thi quen c, t ng h p thng tin, t lm cc nghin c u v m t ti kinh t , xh i, vn ha no , t trang b cc ki n th c v marketing, v PR, n u c th th tham gia vo m tkha o t o chuyn nghi p. B i v, PR h i ki n th c c a cc ngnh khoa h c nh truy n thng i chng, ngn ng h c, tm l h c, x h i h c, marketing, khoa h c v qu n l, vn ha v r tnhi u kinh nghi m. 159. Generated by Foxit PDF Creator Foxit Software http://www.foxitsoftware.com For evaluation only. Trang | 8m)co er. rgN I DUNG CHNH C A M T Kme litHO CH TRUY N THNGfsp .pd ww //w : http siti (V moDe 160. Generated by Foxit PDF Creator Foxit Software http://www.foxitsoftware.com For evaluation only.Vi t "K ho ch truy n thng" ("Communication Strategy" hay "Communication Plan") khng ph i l Trang | 9m t khoa h c, m l m t ngh thu t. B i v y m n r t a d ng, bi n ha v r t kh tm ra m t m us chung, m t m u "chu n", "hon h o" cho m t k ho ch truy n thng.Nh nibi tr c, K ho ch truy n thng r t khc nhau, gi a doanh nghi p ny sang doanhnghi p khc, khch hng ny sang khch hng khc, nh t v n ny sang nh t v n khc. R t nhi uchuyn gia truy n thng trn th gi i a ra m t s "m u" k ho ch truy n thng c b n, v inh ng ph n "c ng" kh g n nhau. C nh ng k ho ch r t n gi n nhng cng c nh ng k ho chr t ph c t p.V d , ng i th a ra c u trc:* Objectives (Xc nh m c tiu) m)* Audiences (Xc nh cng chng m c tiu) co* Messages (Xy d ng thng i p chnh) er.* Tools and activities (Xc nh knh truy n thng v ho t ng truy n thng)* Resources (Ngu n) rgme* Timescales (K ho ch th c hi n)* Evaluation and amendment (nh gi hi u qu v i u ch nh) lit fspM t phng n khc l i xu t:.pdww* where you are now: a summary of the audit findings (xc nh "b n ang u" - t ng k t nh ngthng tin thu th p c)//w* who your key stakeholders are (xc nh cc i t ng lin quan):* key priorities (xc nh th t u tin c a cc i t ng lin quan) ttp* clear aims and objectives, including targets (Xc nh m c ch, m c tiu, bao g m cc k t quhsitnh m t i)i* key messages (xc nh cc thng i p chnh) (V* milestones (l trnh th c hi n) mo* quick wins (nh ng i m c n nhanh chng t c)* resources available budgets and staff (ngu n l c s n c - ngn sch, nhn s ) De* communications tools, for example, poster campaigns, roadshows, events, residents magazineevaluation (xc nh cng c truy n thng, v d , chi n d ch poster, roadshows, events, nh gi t pch tiu dng)* how you will measure success (b n s o l ng thnh cng c a chi n d ch nh th no)C r t nhi u phng n so n th o m t k ho ch hay chi n d ch truy n thng, tuy nhin cho db n s nh trnh by nh th no, th m t s thnh ph n (khi ni m) d i y ch c ch n s khngth b qua, n xu t pht t chnh m hnh truy n thng kinh i n:Ngu n --> Thng i p --> M ha --> Knh --> Ng i nh n --> Nhi u --> Ph n h i --> Ngu nCc thnh ph n g m: 161. Generated by Foxit PDF Creator Foxit Software http://www.foxitsoftware.com For evaluation only. Phn tch t ng quan Trang | 10 M c tiu Cc i t ng lin quan Chi n l c Cng chng m c tiu Thng i p chnh Knh/ ho t ng nh gi m) co i u ch nher.Ty thu c vo quy m c a chi n d ch, ty thu c vo yu c u v tnh ch t c a khch hng m n irgdung c a k ho ch truy n thng s bao g m ho c khng bao g m nh ng thnh ph n no. D i y mel nh ng ph n c b n c a m t k ho ch truy n thng. Khng ph i k ho ch no cng c n ton bt t c cc y u t d i y, nhng y l danh sch c b n:litfsp .pdPH N PHN TCH ww1. B i c nh: Chuy n g x y ra tr c y? u l l ch s c a v n m b n ang c p n?://w2. T ng quan mi tr ng bn ngoi: u l nh ng y u t chnh snh h ng t i thnh cng ttpb n? Bo ch ang ni g?hsit3. Cc i t ng lin quan: Cc i t ng lin quan c a b n l ai? Ph n ng b n mong ih l i(Vg? B n s lm g qu n l h ? moPH N L P K HO CHDe4. M c tiu: B n mu n t c i u g? (Nn r rng, ph h p, o l ng c... s d ng phngphp SMART ti p c n n u b n mu n).5. Chi n l c: B n nh i t i u? T i sao?6. Cng chng: Cng chng m c tiu c a b n l nh ng ai?7. Tuyn b : v i chi n l c ni trn, b n s a ra tuyn b ch ? l tuyn b g?8. Thng i p: B n s ni g v tuyn b trn? 162. Generated by Foxit PDF Creator Foxit Software http://www.foxitsoftware.com For evaluation only.9. Chi n thu t (phng th c th c hi n): B n s ti n hnh chi n l c c a b n nh th no, c Trang | 11tr c, trong v sau tuyn b chnh?10. R i ro ti m n: Nh ng v n g b n c th s ph i v t qua?11. Ngn sch: b n s m t bao nhiu ti n cho chi n d ch ny?12. nh gi: Lm sao bi t l b n thnh cng?Cch th c th c hi n t ng ph n s c ch r trong cc bi vi t ti p theo. m) coer.rg melitfsp .pd ww://w ttp hisit (Vmo De 163. Generated by Foxit PDF Creator Foxit Software http://www.foxitsoftware.com For evaluation only. Trang | 12m)co er. rgme litfsp PHN TCH .pd ww //w : http siti (V moDe 164. Generated by Foxit PDF Creator Foxit Softwarehttp://www.foxitsoftware.com For evaluation only. Trang | 13B I C NHPh n u tin c a m t k ho ch truy n thng chnh l phn tch b i c nh.T i sao l i ph i lm vi c ny?B i v n s bu c b n ph i lm hai vi c sau:- Tm t t l i nh ng g ang di n ra b ng m t t ng k t ng n g n.- T p trung vo v n b n chu n b vi t trong k ho ch truy n thng. m)Xc nh b i c nh co er.Ph n "b i c nh" trong k ho ch c a b n t p trung vo vi c "xc nh" b i c nh. y khng ph i l rgph n vi t chi ti t v chng trnh b n s th c hi n, v n cha t i ph n quy t nh xem m c tiu v mechi n l c c a k ho ch truy n thng c a b n l g. Ph n ny hon ton l ph n "phng" cho kho ch c a b n.lit fspy l ph n kh d lm trong ton b k ho ch truy n thng. N u b n c s n phng ki n th c v.pdv n b n ang th c hi n th g n nh b n lm xong ph n ny. N u b n cha c, b n ph i trang wwb g p cho mnh ki n th c v lnh v c th c hi n ph n ny. vi t t t ph n "b i c nh", b n c nph i bi t chnh xc nh ng g ang di n ra trong lnh v c m b n c p n.://w ttpTrang b cho chnh b n h sitB n s khng th th c hi n t t cc ph n khc n u nh b n khng th c hi n vi c nghin c u phngi (Vki n th c chung v lnh v c b n ang ti p c n.moD i y l m t vi i m b n c n ph i suy ngh t i khi b n ti p c n vi c xc nh "b i c nh" trong kDeho ch truy n thng c a mnh. Lu r ng nh ng i m ny t p trung vo "bn trong", vo chnh b n,tr c khi t p trung vo cc y u t khc. Nh ng i m b n ph i lu g m:K ho ch truy n thng c a b n l v v n g?K ho ch ny lin quan n nh ng chng trnh no b n t ng th c hi n tr c ?K ho ch th c hi n nh th no? (C s n ph m no s p s a ra m t? H i th o no s p s a di n ra? Deadline no cho vi c g lin quan t i v n c a b n? v.v...)C nh ng m c th i gian quan tr ng no?Ai s l nh ng ng i tham gia vo? 165. Generated by Foxit PDF Creator Foxit Softwarehttp://www.foxitsoftware.com For evaluation only. Ai l nh ng ng i trong cng ty/t ch c c a b n s tham gia vo chng trnh ny?Trang | 14 Nh ng cng ty/t ch c no s tham gia vo/c lin quan? B n c i tc ng th c hi n k ho ch ny khng? (Lu y khng ph i l n v c trongdanh sch " i t ng lin quan" chng ta s bn ph n sau).m)co er. rgme lit fsp.pdww//w:http isit(Vmo De 166. Generated by Foxit PDF Creator Foxit Software http://www.foxitsoftware.com For evaluation only. Trang | 15T NG QUAN MI TR NGN u nh ph n "b i c nh" l ch ra b n ang lm g trong b i c nh nh th no, th ph n t ngquan a ra ci nhn t ng qut (bn ngoi) v vi c nh ng ng i khc ang lm g v ni g.Ph n t ng quan (v th tr ng) khng ch c p t i vi c bo ch ang ni g, m c d y l m t v n chnh c a ph n ny. B n c n ph i i tr c c bo ch nhn r ng hn v ton b mi tr ngxung quanh v b n s lm th no thch ng v i nh ng i u ki n .Ch n m hnh phn tchN u b n h c ngnh kinh t , qu n tr , h n b n quen thu c v i m hnh phn tch PEST (Political - m)Chnh tr , Economic - Kinh t , Social - X h i v Technological - Cng ngh ). y l m t m hnh r t coh u ch c th s d ng b t u suy ngh v cc v n b n ang quan tm. Hy t v n c aer.b n vo b i c nh c a t ng kha c nh kinh t , chnh tr , x h i hay cng ngh . Sau , xc nh nh ngrg nh h ng c a chng t i b i c nh c a chng trnh m b n ang theo u i. Tuy nhin, ng p med ng qu c ng nh c m hnh ny.litPhn tch theo m hnh SWOT cng l m hnh kh hi u qu . Strengths v Weaknesses s cho b nfspci nhn t p trung vo n i l c c a b n. Ph n Opportunities v Threats s cho b n ci nhn v mi .pdtr ng bn ngoi.wwB n c n t p trung vo nh ng i m d i y://w- i th c a b n g n y lm g?: ttp- i th c a b n lm nh ng g i v i v n tng t v i v n c a b n?- B i c nh php lu t (v v n c a b n) nh th no?hsit- Nh ng o lu t no ang c thi hnh? (i u ny c bi t quan tr ng i v i nh ng chng trnh itruy n thng dnh cho kh i nh n c).(V- Bo ch chnh th ng ni g v ti ny? (T bo ho c nh bo no vi t v ti ny? H ni mov i gi ng i u nh th no? Tch c c hay tiu c c?)De- Trn m ng ng i ta ang ni g? (Ai l nh ng ng i vi t c nh h ng v v n ny? H ti p c nv n ny nh th no? Nh ng k t qu tm ki m no xu t hi n u tin v cng ty/s n ph m/v n c a b n?)- Thnh ph n kinh t no lin quan t i v n c a b n?- S ki n /ngy thng c bi t no (n u c) c th lin quan t i chng trnh c a b n? ng l p y ph n t ng quan ny c a b n b ng cc trch d n di d ng d c t cc bi bo m chnn t ng k t m t cch ng n g n nh ng g h ni. Trch d n h t trang ny n trang khc s ch nggip ch g.Hy vi t ng n g n v i th ng vo v n . 167. Generated by Foxit PDF Creator Foxit Softwarehttp://www.foxitsoftware.com For evaluation only.Trang | 16XC NH I T NG LIN QUANy l ph n cu i cng trong ph n Phn tch.Chu n bB n c ci nhn t ng quan v b i c nh, b n ang lm g v mi tr ng xung quanh b n nh thno, b n c n lm g thch ng v i n. Gi l lc b n ph i suy ngh xem nh ng ai, t ch c no lnh ng i t ng lin quan t i chng trnh c a b n.Lu : t c s n gi n m hi u qu , tr t t c a ba ph n u tin ny (b i c nh, t ng quanmi tr ng v xc nh i t ng lin quan) c s p x p m t cch c ch . B i v khi b t tay vom)th c t , b n r t d ch ng cho, l n l n cc ph n ny v i nhau.coV d , i t ng lin quan c th xu t hi n trong ph n t ng quan v mi tr ng. Khng sao c . V ner. l b n ph i ngh k v thng su t v t t c cc v n ny sao cho b n khng b qua m t v nrg no khi n b n g p ph i r c r i sau ny.me litT ng ph n c a b n k ho ch truy n thng ph i c trnh by m t cch logic v ph n ny ph i c fsplin quan ch t ch n ph n kia, c bi t ph n phn tch cc i t ng lin quan ny tng lai s.pdph i lin quan t i r t nhi u ph n khc pha sau trong b n k ho ch. Ph i lun suy ngh v cc i wwt ng ny v lin t c quay tr l i ph n ny trong khi b n lm cc ph n cn l i c a k ho ch.//wPhn tch cc i t ng lin quan nn t p trung vo nh ng ng i th c s b tc ng b i chng :trnh c a b n. httpNh ng cu h i c n t raisit (VB n ph i t ra nh ng cu h i sau y cho mnh: mo- T ng i t ng ng vai tr nh th no trong chng trnh c a b n?De- B n d ki n t ng i t ng s ph n ng nh th no i v i nh ng g b n ang lm? Hy ki m tra l i kinh nghi m b n c tr c y v i t ng i t ng. B n c hy v ng h s ni ln suy ngh c a mnh khng? Li u h c th hi n m i quan tm c a mnh m t cch ring t khng, hay h s s d ngtruy n thng?- B n s s d ng s ng h c a nh ng i t ng m b n cho l s c ph n ng tch c c nh thno? M i h tham d vo m t s ki n bo ch trong tng lai? 168. Generated by Foxit PDF Creator Foxit Software http://www.foxitsoftware.com For evaluation only. ng gp ki n, trch d n trong cc ti li u bo ch? Trang | 17 a ra ci nhn mang tnh a phng v pht ngn c a b n trong chng trnh ny?- B n s lm g gi m thi u nh ng i t ng tiu c c c th gy nh h ng? B n c th ni chuy n tr c v i h khng? B n c th tham v n h v vi c b n ang lm g tr c khi a ra tuyn b chnh th c c amnh m t cch r ng ri khng? B n s lm g n u nh b n khng th h n ch c h ?Nh c i m chung ph bi n nh t c a cc k ho ch truy n thng l khng xc nh c cc ph n ng tiu c c c th x y ra. y c th l nguyn nhn xu t pht b i b n khng xc nh c ph nm) ng, c m gic c a cc i t ng lin quan v nh ng g b n ang lm. N cng c th l nguynconhn c a s l c quan c a b n, b n cho r ng s khng c ai c ph n ng tiu c c c . N cng c th er.xu t pht t l do b n khng mu n c p trn c a mnh bi t r ng b n khng lm cho t t c m i rgng i u c m th y hi lng. melitNhng c m t i u b n ch c ch n ph i nghi nh , l n u b n bi t c m t ng i ho c m t nhmfspng i no s ph n ng tiu c c i v i nh ng g b n ang lm (chng trnh, doanh nghi p, s n .pdph m... c a b n), th vi c "l n i" l m t suy ngh sai l m.wwB n s khng th lm m i ng i hi lng khi gi v nh m i ng i u hi lng trong khi b n bi t r//ws th t khng ph i v y. :ttpB n s th ng xuyn nh n ra r ng v i chng trnh c a b n, s c m t ph n trm nh nh ng ng i h ng h cao v cng s c m t ph n trm nh nh ng ng i k ch li t ch ng i. N u b n quan st cc sitph n ng ny m t cch c h th ng, chng cng s chnh l cc nhm i t ng. B n c th khngi (Vlm c g nhi u thay i quan i m c a h . Trong khi nh ng i t ng b n mu n tc ng l ichi m t i 80% c a cc nhm i t ng, nhng b n cng ng v th m b qua cc i t ng cnmol i, nh ng ng i, nhi u kh nng s c th gy nh h ng x u t i chng trnh c a b n. DeTi s tr l i trong m t bi vi t khc dnh ring cho k thu t phn tch v xc nh i t nglin quan (stakeholder) sau khi k t thc series bi v l p k ho ch truy n thng. 169. Generated by Foxit PDF Creator Foxit Software http://www.foxitsoftware.com For evaluation only. Trang | 18m)co er. rgme litfsp L P K HO CH .pd ww //w : http siti (V moDe 170. Generated by Foxit PDF Creator Foxit Software http://www.foxitsoftware.com For evaluation only.Trang | 19XC NH M C TIUNg i xa c cu: ph i bi t mnh s i u tr c khi tnh xem mnh i t i b ng cch no.Cng nh v y, tr c khi l p k ho ch chi n l c, th m ch tr c khib n ngh t i chuy n s s d ng s n ph m truy n thng no, s ki ng... b n c n ph i xc nh c m c tiu c a mnh.B n ang c g ng lm g?Ph n ny l ph n b n xc nh b n ang c g ng t ci u g trong k ho ch truy n thng c a mnh. V d :m)- B n c mu n gio d c khch hng c a mnh khng?co- B n c mu n tm ki m, xy d ng s ng h hay b n mu n t o ra nhu c u?er.- B n c mu n khi n m i ng i lm m t vi c g khc i khng?rg- B n c mu n xoa d u m t v n no khng? me- B n c mu n c i thi n k t qu tm ki m v cng ty/s n ph m/nhn s cao c p c a b n khng?- B n c mu n nng cao danh ti ng c a cng ty b n khng?lit- B n c mu n xu t hi n trn bo ch c online v offline nhi u hn khng?fsp .pdCho d b n mu n lm b t c vi c g i n a, th y cng l ch b n xc nh ra n. wwXc nh m c tiu://w ttpC l b n s c n ph i s d ng n "th n ch" c a cc tr ng kinh t v y - m hnh SMART. M c tiuhc a b n c n ph i: isit(VSpecific - c thMeasurable - c th o l ng c moAchievable - c th t cDeRealistic - th c tTime-focused - t p trung vo y u t th i gianN u b n nghin c u k m hnh ny t i Manager Tools, b n s nh n th y m t khi b n m b o chai y u t l "M" v "T", b n g n nh c th m b o ti p c cc y u t cn l i. Hy ch c ch n lm c tiu c a b n c th o l ng c v quan tm t i y u t th i gian. Tnh C th , C-th - t- c v Th c t cng s lin quan m t thi t t i hai y u t ny.Cc m c tiu m h s tr thnh "c m b y" sau ny. Hy m b o l b n c th o l ng cchng v b n s bu c ph i "c th " chng. i v i "Achievable" v "Realistic", n u m c tiu c a b nkhng p ng c hai tiu ch ny, b n s khng " c php" cng nh khng c kh nng, vi tb t k m t b n k ho ch no, ch cha th ni n m t k ho ch truy n thng. 171. Generated by Foxit PDF Creator Foxit Software http://www.foxitsoftware.com For evaluation only.M c tiu kinh doanh v m c tiu truy n thng khng ph i l m tTrang | 20M t trong nh ng ph n kh nh t c a ph n ny l b n ph i phn bi t c s khc nhau gi a m ctiu kinh doanh v m c tiu truy n thng. Vi c phn bi t, khng nh m l n hai lo i m c tiu ny cbi t quan tr ng. Hy nh r ng b n khng th ch u h t trch nhi m cho thnh cng hay th t b i c ac hai m c tiu ny.B n v n c th a m t ph n m c tiu kinh doanh vo trong m c tiu truy n thng. Lm nh v yb n c th m b o c l chng trnh c a b n c h tr cho m c tiu kinh doanh t ng th , chb n khng th th c hi n tr c ti p cc m c tiu kinh doanh ny.S d ng phn tch tr c m)Cc ph n tr c y hon ton l ph n phn tch, ng lng ph cc phn tch ny. Hy nhn l i coxem b n mong mu n cc i t ng c a b n s ph n ng nh th no. Xem l i xem bo ch ni ger.v v n c a b n. Hy xc l p m c tiu c a mnh t nh ng th c ti n ny.rg men t ng no s lu l i?lit fspN u c m t i u g b n mu n m i ng i nh v chng trnh c a b n, th l g?.pdwwi u ny khng c n b n ph i vi t ra nh l m t "thng i p chnh", nhng n nn c ng cnh ng thng tin c n thi t nh t v nh ng g b n ang lm. ://wttpTheo Dave Fleet, ng l n u tin pht hi n ra ci g i l " n t ng cn mi" trong m t k ho chtruy n thng m i ch vi nm tr c y, v ng r t thch n. N khi n b n ph i c k t nh ng g b n h sitang lm trong m t ho c hai cu m m t ng i "trung bnh" c th hi u c. y l m t cch tuy tiv i gip cho ng i c k ho ch c a b n, kha c nh n gi n nh t, c th bi t c "chuy n g (Vang di n ra".moy l m t i m quan tr ng m b n ph i ghi nh trong su t qu trnh l p k ho ch c a mnh. B n Devi t n ra gip b n c m t cch ti p c n ph h p v i cc ho t ng truy n thng cng nh gipng i khc hi u (v ng h , thng qua) k ho ch c a b n. Hy gi n th ng tr c trong u trongsu t qu trnh l p k ho ch.M t l i ch n a c a vi c xc nh c " n t ng cn mi" ny l gip b n h c c cch di n t t ng chnh c a ton b chng trnh c a b n m t cch n gi n. y l m t k nng c n thi t chom t ng i lm truy n thng. 172. Generated by Foxit PDF Creator Foxit Software http://www.foxitsoftware.com For evaluation only.Trang | 21CHI N L CGi th b n xc nh c m c tiu cho k ho ch truy n thng c amnh, b n bi t b n s i t i u. n lc tm xem lm th no n c ni b n mu n n.Chi n l c chnh l ni b n xc nh b n s t c m c tiu c amnh b ng cch no.N u b n lm t t ph n phn tch v ngh h t s c k l ng v ccm c tiu c a mnh, chi n l c cng s xu t hi n tr c m t b n m tcch sun s . Cn n u cc b c tr c b n th c hi n cha "chu n",cha ng, b n c th c n ph i quay l i t u v ngh k hn, xemm)xt k hn l i t ng ph n.coer.Chi n l c c n bao g m nh ng g?rg meNng l clitfspB n hy ngh v cch ti p c n chung c a mnh. B n c mu n xu t hi n t i a trn truy n thng i .pdchng khng? Hay b n mu n xu t hi n t nh t c th ? wwn gi n nh t l b n t tr l i cu h i: b n mu n chi n d ch truy n thng c a b n c th c hi n//wm t cch chuyn nghi p, ch ng (high-profile) hay ch m c v a ph i, th ng (low-profile)? :ttpCh ng, chuyn nghi p (Proactive) hay th ng (reactive)? hisitTrong qu trnh tham gia vo lnh v c PR ny, b n s d n nh n ra r ng ti p c n m t cch chuyn (Vnghi p (high-profile) s lun i cng v i vi c ph i tr nn ch ng (proactive) v ng c l i. Tuy monhin, khng ph i m i tr ng h p u nh th .DeB n c mu n t mnh xoay chuy n v n , hay b n mu n ch i khch hng v truy n thng t tm n v i b n? 173. Generated by Foxit PDF Creator Foxit Softwarehttp://www.foxitsoftware.com For evaluation only. i t ng lin quan Trang | 22Hy lun nh trong u m t cch r rng v cc i t ng lin quan b n xc nh cbntrn, m c chung nh t, b n s lm g ti p c n h ?B n s ti p c n t t c cc i t ng b n c hay ch ti p c n m t vi i t ng chnh?B n s giao ti p v i h m t cch tr c ti p hay thng qua truy n thng bo ch hay c th t websitec a b n?Lun nh ...Lin h t i m c tiu m) coB n dnh th i gian xc nh m c tiu cho k ho ch c a mnh, ng b ph cng s c ny. Hyer. m b o l chi n l c c a b n ph h p v i ci ch m b n mu n t i.rg meLin h t i ph n phn tchlitCng nh th , chi n l c c a b n c n ph i ph h p v i cc phn tch b n th c hi n tr c . fspCch d nh t th c hi n i u ny l b n ph i nhn th y r, v ch r c ranh gi i khc bi t gi a.pdhai ph n ny.ww ng nh m l n "chi n l c" v i "chi n thu t" (phng th c th c hi n) ://wttpy l i m r t d nh m l n. Hy nh r ng: "chi n l c" v "chi n thu t" l hai khi ni m hon ton hkhc nhau. ng v i ch ra chnh xc b n s lm nh ng g a ra/gi i quy t/sng t o cho chng sittrnh c a b n vo th i i m ny. Tng i kh, b i v lc ny trong u b n xu t hi n no l tiui cho thng co bo ch s nh th no, giao di n blog trng s ra sao, cc hnh nh, s n ph m... (Vs nh th no -- nhng hy p b n thn mnh t p trung vo b c tranh l n hn tr c.moDeTuy nhin, hy nh r ng trong khi chi n d ch v chi n thu t l hon ton khc nhau, th chng l i cquan h r t g n gi v i nhau -- chi n thu t s gip b n nh hnh c cc quy t nh trong tnglai, trong c bao g m cc chi n thu t (phng th c th c hi n). Nh ng l a ch n m b n th c hi n a ra chi n l c s l m t nhn t quy t nh t i vi c b n s l a ch n cc chi n thu t no.B n i qua ph n "chi n l c" m t cch khng ph i l qu kh khn ng khng? Gi th b n bi t mnh ang n l c t c i u g, "chi n l c" s l c p u tin trong vi c b n ch ramnh s lm g i t i ch. 174. Generated by Foxit PDF Creator Foxit Softwarehttp://www.foxitsoftware.com For evaluation only. Trang | 23CNG CHNG M C TIUChng ta v a th c hi n xong cc ph n: phn tch tnh hnh, xc nh m c tiu v quy t nh chi nl c. Gi l lc quy t nh xem ai l cng chng c a b n, hay ni cch khc l b n s ni chonh ng ai nghe.Ngh l iB n ph i quy t nh xem ai l ng i b n mu n ti p c n trongchng trnh truy n thng c a mnh.Phn tch cc nhm cng chng ho c c nhn b n mu n ti p c n v u l nhu c u c a h . Nh ng m) i t ng lin quan no b n phn tchbn trn tr thnh nhm cng chng m c tiu? B n c n ph i coquan tm t i nh ng nhm cng chng no n a? thnh cng b n ph i lin h t i nh ng ai? er.Hy nh lin h l i v i m c tiu v chi n l c bn trn c a b n. B n ang c g ng ti p c n m t rgmenhm cng chng nh hay l cng chng trn di n r ng?K l ng lit fsp.pdHy m b o l b n khng b qua b t k m t nhm cng chng no. B n suy ngh t nh ng gc ww no?//wHy ngh k xem t i sao b n l i cn nh c i t ng ny hay i t ng khc a vo nhm cng :ttpchng ti m nng. H ng vai tr nh th no trong ton b v n ? H c ph i nh ng ng i khng hbao gi hi lng v i nh ng g b n lm (n u v y, b n c th nn xc nh l i, t p trung vo nh ng sitng i c kh nng "h p th " nh ng g b n a ra nhi u hn)? H bi t n u v v n c a b ni (V(i u ny c th nh h ng t i vi c l a ch n chi n thu t sau ny)? moB n c th l p ra danh sch di cc nhm cng chng m c tiu. Cc i t ng lin quan m b nDephn tch ph n trn l i m d nh t b t u. Xem xt k cc i t ng lin quan v xc nhxem cng chng m c tiu c a b n g m nh ng ai trong danh sch .M t s nhm ti m nng c th tr thnh cng chng c a b n nh:Nh ng ng i m t t ng, ki n c a h c nh h ngCc nhm chuyn gia / lnh v c / doanh nghi pChnh ph (cc th ch , chnh sch, n u b n lm vi c trong khu v c nh n c)Cc nh phn tch chuyn mn thu c lnh v c c a b nNhn vin c a b n 175. Generated by Foxit PDF Creator Foxit Softwarehttp://www.foxitsoftware.com For evaluation only. Cng chng trn m ng (v d : cc nhm trn m ng x h i, cc c ng ng c bi t lin quan Trang | 24 n b n, cc blogger) Nhm quan tm / ng h Bo chChnh xcN u b n ang mu n "ni chuy n" v i khch hng (hay b n ang mu n ni chuy n v i cng chngni chung n u nh b n lm trong khu v c nh n c), hy c g ng h t s c chia nh v pht hi nta t ng i t ng ring bi t m t.C th b n chia theo nhn kh u h c, c th theo m c quan tm ho c theo thi quen mua s mm)tr c , b n c th chia theo b t k cch no m b n c m th y ph h p, nhng ng bao gi acora nh ng c m t chung chung nh "cng chng", "khch hng" nh l m t nhm cng chng m cer.tiu.rgmeThu h p m t cch c n th n phn khc khch hng m c tiu s gip b n tm c cc chi n thu t d litdng hn trong ph n ti p theo. V d , n u b n mong mu n ti p c n nhm cng chng l nh ng c p fspv ch ng trung nin c con, ch c ch n b n s ph i s d ng cc chi n thu t khc so v i vi c b n.pdmu n ti p c n v i i t ng nam gi i tr trung ho c h c sinh trung h c.wwCng nh v i hai c m t "khch hng" v "cng chng" chung chung nh nitrn, ng bao//wgi g i chung l "bo ch" m ph i chia nh ra thnh t ng nhm bo ch tr ng tm. Hy xem l i ph nt ng quan v mi tr ng (b n th y l t ng ph n c a k ho ch truy n thng c m i quan h ch t: ttpch v i nhau nh th no cha?) v xem xem nh ng ai / t bo no vi t v v n c a b n.hsitAi l ng i quan tm t i lnh v c ny? Khng ch cc t bo, m cn l c nhn cc nh bo n u c i(Vth (tuy nhin c m t vi t bo chuyn mn c bi t khng tn tc gi nn b n kh c th lin moh tr c ti p v i tc gi n u mu n.)DeTi p theo, vi c phn chia cc nhm khch hng m c tiu m t cch c n th n cng s gip b n xc nh ng nhm bo ch tr ng tm. B n ph i ch c ch n l khch hng m c tiu v bo ch m c tiuph i n kh p v i nhau.N u b n nh m t i nhm i t ng l blogger ho c cc c ng ng online, hy ngh th t c n th n. B n xc nh c v tm c m i lin h v i cc blogger quan tr ng v c ng ng quan tr ng linquan t i lnh v c c a mnh r i ng khng? i u c ngha l b n cng bi t ai quan tm t ichng trnh c a b n v ai s l ng i h p th c cch ti p c n c a b n. ng ch g i thng co bo ch c a b n t i t t c cc blogger hay di n n m b n bi t, m ch lmnh b n lm v i bo ch, hy ngh k xem h c n g, quan i m c a h l g v li u b n c nn ti pc n t ng i t ng m t hay khng. 176. Generated by Foxit PDF Creator Foxit Softwarehttp://www.foxitsoftware.com For evaluation only.V i m i m t site b n nn ch n m t cch ti p c n ring, b n c cc bi vi t c a h , b n bi t h lTrang | 25ai (bao g m c tn tu i), b n lin h c v i h , b n bi t h quan tm t i v n g, v b n bi tci g s thu ht c s ch c a h . ng t ra l i nhc khi ti p c n nhm i t ng ny.M c d cc "review" tch c c trn th gi i blog th t l l i h i, nhng cc blogger cng r t d phnnn m t cch cng khai n u nh h khng hi lng, i u ny d dng hn nhi u so v i bo ch, ccnh bo th ng c n tr ng hn v t tr c ti p hn so v i cc blogger.D onB n ph i cn nh c xem b n c th d on tr c c s ng h c a cc nhm cng chng m ctiu i v i tuyn b b n s p a ra hay khng, chu n b cho vi c a ra cc chi n thu t s p t i. m)Xc nh nhm cng chng m c tiu c bi t quan tr ng i v i thnh cng c a chi n l c truy n cothng c a b n. Nhm cng chng ch l p ch tr ng ho c khng chnh xc s d n t i vi c khng er.t p trung, truy n thng khng hi u qu . Ng c l i, xc nh t t cc nhm cng chng m c tiu s rggip b n xy d ng c cc thng i p v chi n thu t ph h p gip b n t c m c tiu c amemnh. lit fsp.pdww ://w httpisit (V moDe 177. Generated by Foxit PDF Creator Foxit Software http://www.foxitsoftware.com For evaluation only. Trang | 26TUYN BGi th b n xc nh c ton th r i, xy d ng c m c tiu v ch n c cng chng, cu icng th b n cng c th ngh t i tuyn b chnh th c c a mnh trong chng trnh ny l g.Trong k ho ch m b n vi t, ph n tuyn b l ph n kh ng n g n. Hi u qu nh t th y chnh lph n t ng k t ng n g n v y nh t c a ton b k ho ch v nh ng g b n ang lm v v saob n l i lm nh ng vi c .Tuyn b c a b n s d b "l c l i" n u "m c tiu" v "chi n l c" c a b n khng ch ra yu c u vm t tuyn b mang tnh ch ng (proactive). N u b n ch n m t chi n d ch th ng v i low-profile,b n s ph i t p trung nhi u hn vo ph n qu n l r i ro ti m n sau ny.m)B n nn vi t ph n ny thnh m t trang ring, b n c th dn ln c, b n c th xem l i b t kcolc no b n mu n trong su t qu trnh b n xy d ng thng i p v chi n l c sau ny. Tuy nhin,er.y th c s l m t ph n d trong b n k ho ch c a b n.rg meLu : C u trc c a m t b n k ho ch truy n thng s t t hn n u b n khng sao chp n m t cchlitc ng nh c. M t b n k ho ch truy n thng t t s gip ng i l p k ho ch s d ng nh ng n i dungfspno h c n v khng khi n h ph i th c hi n t t c cc ph n khng c n thi t. .pdT ng k t ww //wPhc th o (cc) tuyn b c a b n m t cch t nhin. ng quan tm t i "thng i p: hay l "chi nthu t" vo lc ny, vi c sau. : httpB n hon thi n ph n l n cng vi c trong ph n ny, ng "sng t o l i bnh xe", m t cng thi t k sitra nh ng g c s n r i, ch c n rt ra cc n i dung t nh ng phn tch tr c y c a b n. Vi ti (Vph n ny nh l m t t ng k t ng n g n, sc tch v nh ng g b n vi t cho n th i i m ny. mon gi n DeM c d y khng ph i l ph n u tin trong k ho ch c a b n nhng l i l ph n u tin mnh ng ng i c ho c duy t k ho ch c a b n s c. Do , b n ph i t ng k t c chnh xcnh ng g b n ang ni n m t cch c ng nh t.C g ng xc nh c tuyn b c a b n v t i sao b n l i tuyn b n trong m t ho c hai cu ng ng n b ng ngn ng d hi u.Nh r ng: cc nh qu n l, s p c a b n hay nh ng ng i duy t k ho ch c a b n khng h c l ig t cc phn tch n n t ng b n th c hi n pha trn, n th c s ch gip ch cho b n thi. 178. Generated by Foxit PDF Creator Foxit Software http://www.foxitsoftware.com For evaluation only.Lin hTrang | 27B n xc nh c "b i c nh" t u, s d ng n t ng k t ng n g n y, ch ra n ph h pnh th no i v i cc ho t ng trong ph m vi l n hn i v i t ch c c a b n.Trung th c ng nh l a chnh mnh. B n r t d t h ng m i chuy n trong k ho ch c a mnh, c g ng a racc "tin t t", nhng lm th s ch ng gip g c cho b n. Hy t ra trung th c trong qu trnh l pk ho ch v n s gip b n lm m i vi c t t hn trong ton b qu trnh. m) coer.rg melitfsp .pd ww://whttpsiti (Vmo De 179. Generated by Foxit PDF Creator Foxit Software http://www.foxitsoftware.com For evaluation only.Trang | 28THNG I P CHNHB n lm xong ph n phn tch cng nh ph n chi n l c, b n cngbi t i t ng cng chng m c tiu c a b n l ai, n lc b n ph ithi t k ra cc thng i p. Nhng b n s b t u t u?Cc thng i p chnh gip b n phc th o ln ton b cc "s n ph m"(truy n thng) b n s dng sau ny khi b n tri n khai th c hi n kho ch truy n thng c a mnh. Chng s gip b n i ng h ng v m b o b n s truy n thng t i / giao ti p v i, ng ng i v ning v n .Cc thng i p chnh s ng m vo ton b qu trnh truy n thng c am)b n, do , n cng s chi m kh nhi u s quan tm c a nh ngcong i c ti ng ni quy t nh. Ph n ny s i vo ph m vi h p hn soer.v i cc ph n trn. i u quan tr ng lc ny l b n ph i dnh th i gian cho n.rg meThng i p chnh chnh l nh ng g b n mu n ni v i m i ng i. N u m i ng i l y i m t ci g litt chi n d ch truy n thng c a b n, ch c ch n b n mong mu n chnh l thng i p chnh.fsp .pdThng i p chnh nn: ww Chuy n t i nh ng g b n ang lm v t i sao b n l i lm vi c //w Chuy n t i nh ng g s t o nn s thay i, l i m m i m: ttp Ph h p v i m c tiu c a b nhsit Ni v i t t c cc i t ng cng chng c a b n i(VB n ang lm g v t i sao moDeThng i p u tin m b n th o ra lun l thng i p quan tr ng nh t, ni ln b n ang lm g vt i sao. B n dnh nhi u th i gian cho cc nghin c u v phn tch bn trn (l t ng l t u n gi b n l ng i tham gia tr c ti p vo t t c cc ph n ny), cho nn b n bi t cng ty/t ch cc a b n ang lm g v t i sao l i lm vi c . By gi b n ch c n ph i vi t l i i u ln gi y.Nghe th c v d , nhng n s l m t vi c kh khn m t cch ng ng c nhin.M t vi i m m u ch t b n c n quan tm khi vi t thng i p chnh: T p trung vo nh ng i m chnh - b n khng c n ph i ghi chi ti t ra y Ng n g n B n l con ng i, v y th hy vi t nh m t con ng i 180. Generated by Foxit PDF Creator Foxit Softwarehttp://www.foxitsoftware.com For evaluation only. Lm n i b t nh ng m t tch c c c a nh ng g b n ang lm, nhng ng ni sai l ch iTrang | 29 Quy t nh xem b n mu n cc "cu chuy n" v nh ng g b n ang lm s ni v ci g. T ptrung vo .Nh ng g s thay iS d hi u hn cho m i ng i n u nh b n cho h th y t nhi u b i c nh v nh ng g b n ang lm.B n ang nhn i s ti n ln cho m t chng trnh c a chnh ph ? Hay b n ang s n xu t m t s nph m t t hn s n ph m tr c t i 50%? S d ng cc v d

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