bài word nc marketing

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Transcript of bài word nc marketing

MC LC

MC LC 1PHN 1. T VN

1. L do chn ti

2. Mc tiu nghin cu

3. i tng, phm vi nghin cu

4. Phng php nghin cu

4.1.thit k nghin cu..............................................................................................4.2. phng php thu thp s liu.............................................................................4.3. phng php x l s liu..................................................................................PHN 2. NI DUNG V KT QU NGHIN CU .............Chng I. C S L LUN CA TI,.............................................1. Khi nim v s nhn thc..............................................2. Khi nim chin lc marketing - mix .................... 3.Tng quan v cng ty thc phm Chu v thng hiu m n lin Gu 4.Chin lc marketing-mix ca gu ....................................................................4.1 Sn phm.............................................................................................................4.2 gi c...................................................................................................................4.3 phn phi............................................................................................................4.4 hot ng xc tin...............................................................................................Chng II: KT QU NGHIN CU.................................................................1. xy dng s nhn thc.....................................................................................2. thng k mc s dng m n lin......................................................................3. nh gi mc cm nhn ca khch hng i vi knh phn phi v hot ng truyn thng ca gu

3.1 kim nh thang o khi nghin cu nh lng.......................................................3.2. thng k m t v nhn xt v cc tiu ch...........................................................phn III KT LUN V KIN NGH..................................................................1. Kt lun..................................................................................................................2. Kin ngh...............................................................................................................Phn 4 TI LIU THAM KHO............................................................................

PHN I: T VN 1. L do chn ti.20 nm xy dng v pht trin cng ty thc phm Chu Asia Foods chuyn sn xut cc loi thc phm n lin xy dng c nhiu thng hiu c uy tn trn th trng Vit Nam mt cch c hiu qu. Mt trong s thng hiu khng th khng k n m n lin Gu . L sn phm c bnh chn lin tc 10 nm lin danh hiu Hng Vit Nam Cht Lng Cao (2001-2010), l sn phm Vit Nam tt nht do bo Si Gn tip th t chc (2010), m n lin Gu ngy cng to c v th ca ring mnh trn th trng Vit Nam.

Trn th trng m n lin hin nay khng kh bt gp nhng sn phm m n lin ph hp vi nhu cu hin ti ca mnh t hng v chua, cay n si m mm, dai, lm t khoai ty... Tuy nhin nhu cu ca con ngi lun lun thay i theo thi gian v doanh nghip gi vng, pht huy nhng gi tr vn c cng nh to c nim tin cho ngi tiu dng c l mt chin lc marketing-mix ng n, c tnh t ph v kp thi s gip cho doanh nghip phn no t c nhng mc tiu ra.L nh qun tr, a ra mt quyt nh mang tnh chin lc cho c doanh nghip tht khng d dng, quyt nh ny phi c c s v phi da trn nhng nghin cu th trng mt cch thch hp, khn kho, c nh vy quyt nh a ra mi c ngha thc tin.

V a ra chin lc marketing-mix cho sn phm m n lin Gu (Asia foods). Nhm chng em cn thn nghin cu v xem xt k lng nhng gii php, nhng xut cho sn phm thng qua nhng u im ni tri ca S cm nhn trong ti Nghin cu va pht trin chin lc marketing-mix cho sn phm m n lin Gu thng qua s nhn thc. y l ti tuy khng mi nhng vic p dng phng php kh mi lp s cm nhn a ra gii php v xut cho chin lc marketing-mix thc s l mt th thch vi nhm chng em. Chng em rt mong nhn c s gp chn thnh v qu bu ca C nhm c th hon thnh tt bi lm hin ti v sau ny.

Chc C lun lun sc khe v hnh phc!

2. Mc tiu nghin cu

Mc ch chung

Nng cao hiu qu hot ng mar-mix cho thng hiu m n lin gu . Mc tiu c th

Hiu r th hiu ca khch hang. nh v thng hiu. nh gi hot ng mar-mix hin ti ca m n lin gu . a ra gii php v pht trin chin lc mar-mix. Cu hi nghin cu

Bn c bit m n lin gu khng?

Bn mong mun iu g v m n lin?

Xc nh v tr ca thng hiu m n lin gu trong tm tr khch hng?

Hiu qu ca hot ng mar-mix ca cng ty nhng ci t c, nhng ci khng c?

Nhng chin lc mar-mix mi l g?

3. i tng v phm vi nghin cu

a. i tng nghin cu: Nhn thc nhng nhu cu ca ngi tiu dng i vi cc sn phm m n lin hin nay. Do iu kin gii hn nn chng ti ch nghin cu 1 i b phn sinh vin, hc sinh.b. Phm vi nghin cu: Trng ai Hc Kinh T - i Hc Hu

4. Phng php nghin cu4.1. Thit k nghin cuNghin cu ny c thc hin qua 2 giai on chnh:

4.1.1. Nghin cu nh tnh

Mc ch ca nghin cu ny l nhm tm hiu nhng tiu ch v m n lin m sinh vin quan tm khi chn mua. Nghin cu nh tnh dng k thut xem xt, iu chnh v b sung cc bin quan st o lng cc khi nim nghin cu.

Th nht, s dng cc cu hi m i vi mt s bn b, ngi thn s dng m n lin thng xuyn.

Th hai, s dng phng php chuyn gia tp hp kin ca nhng ngi thng xuyn tip xc vi khch hng. y l nhng ngi thng xuyn tip xc, t vn v gii p thc mc cho khch hng nn s hiu r nhng tiu ch m ngi tiu dng quan tm.

T hai ngun thng tin ny kt hp vi phn l thuyt l c s xy dng bng hi nhm thu thp kin khch hng, phc v cho phn nghin cu nh lng tip theo.

4.1.2. Nghin cu nh lng

Da vo kt qu nghin cu nh tnh s thc hin thit k bng hi thu thp thng tin ca sinh vin.

Bng cu hi s b s phng vn th 20 sinh vin xem h c hiu thng tin, ngha ca cc cu hi hay khng, sau tin hnh chnh sa bng cu hi, hiu chnh thang o nhm m bo tnh tin cy ca ti. Bng cu hi sau khi c iu chnh s a vo phng vn chnh thc sinh vin.

Thit k bng hi:

Bng hi thit k vi mc ch kho st, tm hiu v mc nhn bit v cc chin lc marketing-mix ca Gu sinh vin ca trng i Hc Kinh T Hu. Nhm m bo thng tin thu thp sao cho ph hp nht vi ti nghin cu th bng hi c xy dng gm cc phn chnh sau:

Phn mt: nh gi Gu v i th cnh tranhPhn ny gm mt bng hi vi cc tiu ch khi chn mua m n lin ca sinh vin bit c sinh vin nh gi nh th no v sn phm m n lin Gu v sn phm cnh tranh. Cu hi bao gm cc tiu ch nh: nguyn liu, hng v, khu v, gi c.... Phn hai: Tm hiu v marketing-mix ca Gu Phn ny c xy dng da theo thng tin thu thp c qua iu tra nh tnh ban u nhm tm hiu v vic sinh vin bit n m n lin Gu qua nhng knh thng tin no, a im sinh vin chn mua m n lin v sn phm ca Gu sinh vin s dng nhiu nht l sn phm no. Thng qua nhng thng tin lm c s cho vic pht trin chin lc marketing-mix cho Gu .

Phn ba: Thng tin ca sinh vin.4.2. Phng php thu thp s liu

4.2.1. S liu th cp

Thu thp cc ti liu lin quan t sch chuyn ngnh, bo ch, Internet, cc kha lun tt nghip nhng nm trc,

4.2.2. S liu s cp

- Thu thp thng tin qua phng vn trc tip sinh vin i hc Hu.

- ti nghin cu tin hnh kho st trn mu i din v suy rng kt qu cho tng th.

- Phng php chn mu: chn mu ngu nhin h thng ti thc a ph hp vi c im ca khch hng. tnh kch c mu, ti nghin cu s dng cng thc sau:

Do tnh cht p + q = 1, v vy p.q s ln nht khi p=q= 0,5 nn p.q= 0,25. Ta tnh c mu vi tin cy l 95% v sai s cho php l e = 8% . Lc mu ta cn chn s c kch c mu ln nht: =

C mu = 150 x 1.5 = 225 Do b gii hn v thi gian v ngun lc nn nhm ch tin hnh pht 150 bng hi. Trong , c 113 bng hi hp l v 37 bng hi b loi.

- Phng php chn mu: Nhm tin hnh iu tra pht bng hi v phng vn trc tip.

i vi phng php phng vn trc tip:Phng vn ngu nhin nhng ngi trong lp thuc trng i Hc Kinh T Hu

i vi phng php pht bng hi:Nhm s dng phng php chn mu ngu nhin thc a nn nhm tin hnh pht nhng lc ngh gia gi v trong mi phng ca trng, trong mi phng th chn ngu nhin 2 sinh vin thuc 2 dy khc nhau ca cng bn s 3 pht bng hi.

4.3. Phng php phn tch d liu

- Nhm dng phn mm SPSS phn tch d liu.

- Trong qu trnh m ha d liu s dng cc loi thang o nh:

+ Thang o danh ngha.+ Thang o khong,

+ Thang o Likert.

- Tin hnh m ha v nhp d liu thu c t cc phiu iu tra, sau nhm s dng cc k thut phn tch trong phn mm spss16.0.

- Nhm tin hnh thng k m t trn spss cho ra cc bng tn s, tnh ton cc i lng thng k m t i vi bin nh lng v v cc biu lm cn c tin hnh nhn xt v kt lun.

- Dng k thut tng hp (CA) xy dng s nhn thc

- Thc hin nh gi thang o thng qua h s Cronbach's Alpha qua thang o c chp nhn khi h s tin cy Cronbach's Alpha t c yu cu l > 0.6.

PHN 2. NI DUNG V KT QU NGHIN CUChng 1. C S L LUN CA TI1. Khi nim v s nhn thc

S nhn thc: Perceptual Mapping Bn nhn thcDng phn tch v din gii v vic khch hng tim nng ca bn nh gi sn phm, dch v bn cung cp so vi nhng i th cnh tranh khc. Hu ht cc biu nh gi thng th hin 2 kha cnh trong cng 1 thi im,v d mt trc th hin gi, mt trc th hin cht lng. Cng c mt s biu c th th hin nhiu kha cnh trn nhiu trc khc nhau. 2. Khi nim v Marketing

L thuyt Marketing xut hin trc ht M. Vo nhng nm u th k XX, nhng bi ging u tin v mn hc Marketing c thc hin ti cc trng i hc Hoa K, sau lan san cc trng i hc khc v dn tr thnh ph bin hu ht khp cc nc c nn kinh t th trng. L thuyt Marketing ban u ch gn vi nhng vn ca tiu th, nhng n ngy cng tr nn hon chnh v l thuyt bao qut c nhng hot ng c trc tiu th nh: nghin cu th trng, khch hng, thit k v sn xut sn phm theo ng yu cu ca khch hng, nh gi v t chc h thng tiu th, chm sc khch hng, hin nay, Marketing c ng dng trong mi lnh vc ca cuc sng.

C rt nhiu nh ngha khc nhau v Marketing. Sau y l mt s nh ngha tiu biu:

Theo Philip Kotler: Marketing l mt qu trnh qun l mang tnh x hi, nh m cc c nhn v tp th c c nhng g h cn v mong mun thng qua vic to ra, cho bn v trao i nhng sn phm c gi tr vi nhng ngi khc.

Theo hip hi Marketing Hoa K: Marketing l qu trnh k hoch ha