Quan Tri Chien Luoc Moi Oto

8/8/2019 Quan Tri Chien Luoc Moi Oto

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Bi tp nhm qun tr chin lc GVHD: Th.S Vn Tnh

Danh sch nhm Yahoo

1. Nguyn Th Ngc H (nhm trng)

2. Phm Th Hoa

3. inh Th Cm Duyn4. Nguyn Th L Hng

5. Phm Trng Chu Uyn

Nhm TH: Nhm Yahoo Trang 1


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LI M U

Nm 2010, l mt nm y kh khn cho ngnh t th gii ri vo tnh trng

khng hong nghim trng cha t c t trc ti nay. Cc cng ty sn xut tln trn th gii ng trc b vc ph sn, phi ng ca hng lot, ct gim

sn lng v ku cu s gip ca chnh ph.

n nm 2010, ngnh t Vit Nam s tr thnh mt ngnh quan trng ca

t nc. ng trc s khong hong kinh t ton cu ni chung v s khng

hong trong ngnh t ni ring, ng thi nhng tc ng mnh m ca n n

s pht trin kinh t v s pht trin ngnh t Vit Nam hin nay v trong tng

lai, cn phi c s quan tm, nghin cu nhm tm ra nhng gii php thch hp

a ngnh sn xut v kinh doanh t ca t nc thot khi tnh trng suy

thoi, khng hong hin nay.

Vit Nam c khong 86 triu dn, kinh t ang trn pht trin i ln vimc tng trng cao th mt vin cnh ti sng ca ngnh cng nghip t ltt yu. Bn cnh nhu cu vn ti ng b ang ngy cng gia tng v chimt l cao so vi cc loi hnh vn ti khc l c s cho s tng trng mnh cangnh sn xut v kinh doanh t trong tng lai.

Qu trnh th ha ngy cng nhanh, cng vi s u t mnh m ca cc tchc v c nhn vo nhiu lnh vc sn xut, kinh doanh khin cho nhu cu v

phng tin vn chuyn, i li cng tng ln mnh m. Chnh ph ang tp trungn lc cho vic m rng mng li giao thng vi nhiu d n ln v ng caotc, ng lin tnh v h thng giao thng th, ng thi ph duyt chin lc

pht trin ngnh cng nghip t Vit Nam n nm 2020, theo s pht trinnhu cu t s tng cao trong nhng nm ti.

thc trng ca ngnh sn xut v kinh doanh t, nhng xu th, trin vngpht trin ca ngnh hin nay th trng Nng, min Trung ni ring v

Vit Nam ni chung, cng nh tim nng pht trin ca ngnh trong tng lai.ng thi, em nhn thy nhu cu ca Cng ty c phn t Hyundai-VinamotorVit Hn l cn c Chin Lc Kinh Doanh ph hp trong giai on hin nay vtm nhn trong tng lai nng cao nng lc cnh tranh, m rng th trng, giatng th phn v a Cng ty ngy cng pht trin bn vng.



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l l do c bn em chn ti: XY DNG CHIN LC KINHDOANH CHO CNG TY C PHN T HYUNAI-VINAMOTOR VITHN

Bi tm hiu ca chng ti c chia thnh nhng ni dung sau:

Phn 1: Gii thiu chung v Tp on Yahoo! IncPhn 2: Phn tch mi trng kinh doanh

Phn 3: Phn tch chin lc v nh gi chin lc kinh doanh ca Yahoo

khi bc vo th trng Vit Nam



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PHN I

GII THIU CHUNG V TP ON YAHOO! INC

GII THIU KHI QUT V YAHOO :

Lch s hnh thnh :

Corporate Headquarters:Yahoo Inc701 First AvenueSunnyvale, CA 94089Phone: (408) 349-3300 (408) 349-3300Fax: (408) 349-3301 (408) 349-3301Office Hours: 8:30 am to 5:00 pm PST

Directions: Check out Yahoo!

Yahoo! Inc l mt tp on i chng

Hoa K vi mc tiu tr thnh "dch v

Internet ton cu hng u cho ngi tiu

th v gii doanh nghip". Trang chnh ca

n t ti http://www.yahoo.com, phin bn

ting Vit ti http://vn.yahoo.com, v c mtth mc mng li v mt s dch v khc,

trong c Yahoo! Mail, Yahoo! Search v

Yahoo! News.

Yahoo! c sng lp bi hai sinh vin cao hc trng i hc

Stanford l David Filo v Jerry Yang (Dng Tr Vin) vo thng 01/1994 v

c thnh lp vo 02/03/1995. Tr s cng ty t ti Sunnyvale, California.

Yahoo khi u l Jerry's Guide to the World Wide Web, nhng sau

ny c i tn thnh Yahoo! l mt t vit tt cho "Yet Another

Hierarchichal Officicious Oracle". u tin Yahoo ch lm vic my tnh

lm vic ca Yang, trong khi phn mm trong my tnh ca Filo.

http://translate.googleusercontent.com/translate_c?hl=vi&langpair=en%7Cvi&u=http://maps.yahoo.com/py/maps.py%3FBFCat%3D%26Pyt%3DTmap%26newFL%3DUse%2BAddress%2BBelow%26addr%3D701%2B1st%2BAve%26csz%3DSunnyvale%252C%2BCA%26country%3Dus%26Get%25A0Map%3DGet%2BMap&rurl=translate.google.com.vn&twu=1&usg=ALkJrhiNLjWGjMJ_yE7JFKb1sXN-vQ9tGAhttp://vi.wikipedia.org/wiki/C%C3%B4ng_ty_%C4%91%E1%BA%A1i_ch%C3%BAnghttp://vi.wikipedia.org/wiki/Hoa_K%E1%BB%B3http://www.yahoo.com/http://vn.yahoo.com/http://vi.wikipedia.org/wiki/Yahoo!_Mailhttp://vi.wikipedia.org/w/index.php?title=Yahoo!_Search&action=edit&redlink=1http://vi.wikipedia.org/w/index.php?title=Yahoo!_News&action=edit&redlink=1http://vi.wikipedia.org/wiki/%C4%90%E1%BA%A1i_h%E1%BB%8Dc_Stanfordhttp://vi.wikipedia.org/wiki/%C4%90%E1%BA%A1i_h%E1%BB%8Dc_Stanfordhttp://vi.wikipedia.org/w/index.php?title=David_Filo&action=edit&redlink=1http://vi.wikipedia.org/wiki/Jerry_Yanghttp://vi.wikipedia.org/wiki/1994http://vi.wikipedia.org/wiki/2_th%C3%A1ng_3http://vi.wikipedia.org/wiki/1995http://vi.wikipedia.org/w/index.php?title=Sunnyvale,_California&action=edit&redlink=1http://vi.wikipedia.org/wiki/M%C3%A1y_t%C3%ADnhhttp://translate.googleusercontent.com/translate_c?hl=vi&langpair=en%7Cvi&u=http://maps.yahoo.com/py/maps.py%3FBFCat%3D%26Pyt%3DTmap%26newFL%3DUse%2BAddress%2BBelow%26addr%3D701%2B1st%2BAve%26csz%3DSunnyvale%252C%2BCA%26country%3Dus%26Get%25A0Map%3DGet%2BMap&rurl=translate.google.com.vn&twu=1&usg=ALkJrhiNLjWGjMJ_yE7JFKb1sXN-vQ9tGAhttp://vi.wikipedia.org/wiki/C%C3%B4ng_ty_%C4%91%E1%BA%A1i_ch%C3%BAnghttp://vi.wikipedia.org/wiki/Hoa_K%E1%BB%B3http://www.yahoo.com/http://vn.yahoo.com/http://vi.wikipedia.org/wiki/Yahoo!_Mailhttp://vi.wikipedia.org/w/index.php?title=Yahoo!_Search&action=edit&redlink=1http://vi.wikipedia.org/w/index.php?title=Yahoo!_News&action=edit&redlink=1http://vi.wikipedia.org/wiki/%C4%90%E1%BA%A1i_h%E1%BB%8Dc_Stanfordhttp://vi.wikipedia.org/wiki/%C4%90%E1%BA%A1i_h%E1%BB%8Dc_Stanfordhttp://vi.wikipedia.org/w/index.php?title=David_Filo&action=edit&redlink=1http://vi.wikipedia.org/wiki/Jerry_Yanghttp://vi.wikipedia.org/wiki/1994http://vi.wikipedia.org/wiki/2_th%C3%A1ng_3http://vi.wikipedia.org/wiki/1995http://vi.wikipedia.org/w/index.php?title=Sunnyvale,_California&action=edit&redlink=1http://vi.wikipedia.org/wiki/M%C3%A1y_t%C3%ADnh


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Yahoo c ra c phn vo ngy 12/04/1996, bn c 2,6 triu c

phiu loi mnh gi 13$.

Trong khi Yahoo ngy cng c ph bin v pht trin, nhng dch

v ca Yahoo! ngy cng phong ph v a dng hn. C th k n cc dchv nh Yahoo! Mail, Yahoo! Messenger, Yahoo! Groups... Nhiu dch v

trc kia l cng ty c lp c Yahoo mua nh GeoCities v eGroups.

2. Nhng ct mc ng ch trong chng ng pht trin cacng ty:

Thng 04/1996, Yahoo! t thnh cng rc r ngay ln pht hnh c

phiu u tin vi gi ng ca l 33 USD - gp 270 ln gi khi im v

c lc ln ti 43USD/c phiu.

Nm 1998, Yahoo! tin hnh mua li Viaweb, i tn thnh Yahoo!

Store v a ra dch v cho php khch hng ca Yahoo! thnh lp v qun

l cc ca hng trc tuyn vi c s h tng ca Yahoo!

Nm 1999, Yahoo! mua li Yoyodyne Entertainment Inc, mt doanh

nghip ng u trong lnh vc marketing trc tip Internet.

Sau khng lu, Yahoo! mua GeoCities v tr thnh h thng web

c thng hiu ni ting ton cu.

Ngy 03/01/2000, gi c phiu lc ng ca ca Yahoo! ln ti

475 USD/c phiu. Trc , gi c phiu c lc vt ngng 500

USD/c phiu.

Ngy 19/01/2000, vo thi im cao tro ca bong bng Dot-com,

c phiu ca Yahoo! tr thnh c phiu u tin Nht Bn c gi tr giaodch vt ngng 100 t Yn (khong 902.140 USD).

Cng trong nm 2000, Yahoo! mua li Egroups nhm m rng v

hon thin dch v th in t. Yahoo! cn tham gia lin minh chin lc

vi Google cho php ng ti kt qu ca Google trn trang web ca Yahoo!

http://vi.wikipedia.org/wiki/C%E1%BB%95_ph%E1%BA%A7nhttp://vi.wikipedia.org/wiki/12_th%C3%A1ng_4http://vi.wikipedia.org/wiki/1996http://vi.wikipedia.org/wiki/M%E1%BB%B9_kimhttp://vi.wikipedia.org/wiki/Yahoo!_Mailhttp://vi.wikipedia.org/wiki/Yahoo!_Messengerhttp://vi.wikipedia.org/w/index.php?title=Yahoo!_Groups&action=edit&redlink=1http://vi.wikipedia.org/wiki/C%E1%BB%95_ph%E1%BA%A7nhttp://vi.wikipedia.org/wiki/12_th%C3%A1ng_4http://vi.wikipedia.org/wiki/1996http://vi.wikipedia.org/wiki/M%E1%BB%B9_kimhttp://vi.wikipedia.org/wiki/Yahoo!_Mailhttp://vi.wikipedia.org/wiki/Yahoo!_Messengerhttp://vi.wikipedia.org/w/index.php?title=Yahoo!_Groups&action=edit&redlink=1


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Nm 2001, gim c iu hnh, ng Tim Koogle tuyn b t chc,

ng Terry Semel ln thay. Trong nm ny, Yahoo! vn tip tc mua li

HotJobs, mt cng ty phn mm cung cp gii php tuyn dng.

Nm 2002 v 2003, Yahoo! quay tr li vi qu o ca mnh vihng lot cc v sp nhp v mua li nh BT Openworld, c my tm kim

Inktomi, tp on Overture Services Inc

S kt hp gia Yahoo! - tp on Internet ton cu - vi Overture

Services Inc - tp on hng u dch v tm kim thng mi qua mng -

em n cho Yahoo! mt cng c c lc gip h xy dng cc dch v

tm kim trong lnh vc marketing.

Nhng y cng l giai on m gim c iu hnh Semel phm mt

sai lm cht ngi: ng t chi mua li Google vi gi 5 t USD. ng

khng ng rng g t hon Google li tr thnh mt g khng l khc

ri e do chnh Yahoo!

Nm 2005, Yahoo! tung ra dch v Yahoo!s video search (tm kim

video) v Yahoo! Music ng thi thnh lp tr s Chu u Dublin.

Nm 2005 cng l nm nh du 10 nm hot ng ca Yahoo! Ngay

sau sinh nht 10 tui ca mnh, Yahoo! tin hnh mt lot cc hot ng

mua li nh vi Flickr (dch v chia s nh), DialPad Communications (nh

cung cp dch v VoiP), Upcoming.org (trang web v cc s kin x hi sp

din ra), Whereonearth.com hay del.icio.us. Trong nm ny, Yahoo cng

tin hnh vic thm nhp th trng Vit Nam.

Mc d tin hnh rt nhiu hot ng mua bn nhng Yahoo! vntung ra dch v blogging v mng x hi Yahoo! 360. y l mt bc i rt

kp thi n trc s bng n blog trong nm ny.

Nm 2006ca Yahoo! bt u bng s kin mua li trang webjay.org,

trang web chia s cc playlist (danh sch) nhc, v tin hnh thay i giao



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din trang ch. n cui nm 2006 Yahoo! tuyn b thc hin ti t chc li

tp on vi ra i ca gim c iu phi, ng Dan Rosensweig.

Nm 2007, Yahoo! mua li MyBlogLog v Right Media, cng ty hng

u v qung co trc tuyn. Ngy 31/1/2008: Microsoft ngh mua li Yahoo vi gi 44,6 t

USD. nh thu tm Yahoo bng mt thng v khng l ca Microsoft

gy ra khng kh th ch gia hai bn. Microsoft tr Yahoo 31USD

mt c phiu, trong khi gi trn th trng chng khon ngy hm l

19,18USD.

Ngy 12/6/2008: Google v Yahoo t c tha thun Google s

phn phi qung co trn mt s kt qu tm kim v trn mt s trang web

ca Yahoo M v Canada. C phiu ca Yahoo ng gi 23,52 USD

Ngy 29/7/2009: Microsoft v Yahoo tuyn b tr thnh i tc trong

lnh vc tm kim Internet v kinh doanh qung co, mc ch l to ra

mt i trng ln hn so vi i th Google. Trong bn tha thun,

Microsoft s c php s dng cng ngh tm kim ca Yahoo, v Yahoo

ban u s nhn c 88% li nhun qung co tm kim.

3. Cc Dch v ca Yahoo! :

1. Yahoo! Games 2. Yahoo! Finance 3. Yahoo! Groups4. Yahoo! Mail 5. Yahoo! Messenger 6. GeoCities7. LAUNCHcast 8. HotJobs 9. Yahoo! Movies10. Yahoo! 360Plus 11. Yahoo! Search 12. Yahoo! TV13. Yahoo! Personals 14. Yahoo! 360,

ng ca

15. Yahoo! Mash,

hy b16. Yahoo! Profiles,phin bn chnh thcthay th Yahoo! 360

17. Yahooligans!,phin bn cho tr em

18. Yahoo! Answers,phin bn yahoo hi vp

19. Yahoo! Music 20. Yahoo! News 21. Yahoo! Flickr22. Yahoo!

http://vi.wikipedia.org/w/index.php?title=Yahoo!_Games&action=edit&redlink=1http://vi.wikipedia.org/w/index.php?title=Yahoo!_Finance&action=edit&redlink=1http://vi.wikipedia.org/w/index.php?title=Yahoo!_Groups&action=edit&redlink=1http://vi.wikipedia.org/wiki/Yahoo!_Mailhttp://vi.wikipedia.org/wiki/Yahoo!_Messengerhttp://vi.wikipedia.org/w/index.php?title=GeoCities&action=edit&redlink=1http://vi.wikipedia.org/w/index.php?title=LAUNCHcast&action=edit&redlink=1http://vi.wikipedia.org/w/index.php?title=HotJobs&action=edit&redlink=1http://vi.wikipedia.org/w/index.php?title=Yahoo!_Movies&action=edit&redlink=1http://vi.wikipedia.org/w/index.php?title=Yahoo!_360Plus&action=edit&redlink=1http://vi.wikipedia.org/w/index.php?title=Yahoo!_Search&action=edit&redlink=1http://vi.wikipedia.org/w/index.php?title=Yahoo!_TV&action=edit&redlink=1http://vi.wikipedia.org/w/index.php?title=Yahoo!_Personals&action=edit&redlink=1http://vi.wikipedia.org/wiki/Yahoo!_360http://vi.wikipedia.org/wiki/Yahoo!_Mashhttp://vi.wikipedia.org/wiki/Yahoo!_Profileshttp://vi.wikipedia.org/w/index.php?title=Yahooligans!&action=edit&redlink=1http://vi.wikipedia.org/w/index.php?title=Yahoo!_Music&action=edit&redlink=1http://vi.wikipedia.org/w/index.php?title=Yahoo!_News&action=edit&redlink=1http://vi.wikipedia.org/wiki/Flickrhttp://vi.wikipedia.org/w/index.php?title=Yahoo!_Games&action=edit&redlink=1http://vi.wikipedia.org/w/index.php?title=Yahoo!_Finance&action=edit&redlink=1http://vi.wikipedia.org/w/index.php?title=Yahoo!_Groups&action=edit&redlink=1http://vi.wikipedia.org/wiki/Yahoo!_Mailhttp://vi.wikipedia.org/wiki/Yahoo!_Messengerhttp://vi.wikipedia.org/w/index.php?title=GeoCities&action=edit&redlink=1http://vi.wikipedia.org/w/index.php?title=LAUNCHcast&action=edit&redlink=1http://vi.wikipedia.org/w/index.php?title=HotJobs&action=edit&redlink=1http://vi.wikipedia.org/w/index.php?title=Yahoo!_Movies&action=edit&redlink=1http://vi.wikipedia.org/w/index.php?title=Yahoo!_360Plus&action=edit&redlink=1http://vi.wikipedia.org/w/index.php?title=Yahoo!_Search&action=edit&redlink=1http://vi.wikipedia.org/w/index.php?title=Yahoo!_TV&action=edit&redlink=1http://vi.wikipedia.org/w/index.php?title=Yahoo!_Personals&action=edit&redlink=1http://vi.wikipedia.org/wiki/Yahoo!_360http://vi.wikipedia.org/wiki/Yahoo!_Mashhttp://vi.wikipedia.org/wiki/Yahoo!_Profileshttp://vi.wikipedia.org/w/index.php?title=Yahooligans!&action=edit&redlink=1http://vi.wikipedia.org/w/index.php?title=Yahoo!_Music&action=edit&redlink=1http://vi.wikipedia.org/w/index.php?title=Yahoo!_News&action=edit&redlink=1http://vi.wikipedia.org/wiki/Flickr


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I. S MNH , VIN CNH V CC GI TR CT LI :

Vin cnh :

* Yahoo!'s vision is to be the center of people's online lives by

delivering personally relevant, meaningful Internet experiences.Vin cnh ca Yahoo! l tr thnh trung tm i sng trc tuyn ca

mi ngi bng cch cung cp nhng tri nghim Internet mang tnh c

nhn xc ng v y ngha.

Mc tiu a cc dch v ca Yahoo! tr thnh im bt u thit

yu i vi ngi s dng internet v l s la chn thng minh i vi

cc khch hng mun qung b thng hiu ca mnh. Bng s am hiu thtrng su sc v m hnh m dnh cho cc cng ty cung cp ni dung

s v cc nh pht trin mng, Yahoo! ang hng ti mc tiu tr thnh

i tc l tng trong lnh vc Cng ngh thng tin v truyn thng.

Yahoo s l bn ng hnh cho tt c nhng c nhn t chc trn con ng

lin kt vi nhau, cng vt qua nhng tr ngi v khng gian thi gian,

cng chung tay xy dng th gii ha bnh vng mnh v thng hoa.

Cc gi tr ct li :

* S xut sc: Chng ti tn tm vi thng li mang tnh ton vn.

Chng ti bit lnh o l chin thng kh khn v khng bao gi nn c

n nhn bng s nhng li. Chng ti khao kht hot ng hon ho v

khng i tt trn cht lng. Chng ti tm kim nhng ti nng tt nht v

thc y s pht trin ca h. Chng ti linh hot v lun hc hi t nhng

sai lm ca chnh mnh .

* Lm vic theo nhm: Chng ti i x vi s tn trng ln nhau v

giao tip ci m. Chng ti nui dng s hp tc trong khi duy tr trch

nhim c nhn. Chng ti khuyn khch cc tng tt nht t bt k ni



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no trong t chc. Chng ti nh gi cao gi tr ca nhiu quan im v

chuyn mn a dng.

* Ci tin: Chng ti pht trin mnh s sng to v nhy bn. Chng

ti tm kim nhng sng kin v tng m c th thay i th gii. Chngti d on xu hng th trng v trin khai nhanh chng nm ly

chng. Chng ti khng e ngi nhng nguy c trch nhim v thng tin.

* Gn b vi khch hng: Chng ti tn trng khch hng ca chng

ti trn ht v khng bao gi qun rng h n vi chng ti bng cch la

chn. Chng ti chia s mt trch nhim c nhn duy tr s trung thnh v

tin tng ca khch hng. Chng ti lng nghe v p ng khch hng v

tm cch vt qu mong i ca h.

* S thoi mi: Chng ti tin rng s thoi mi l iu cn thit

thnh cng. Chng ti hoan nghnh ph cch v khng dng bn thn qu

nghim chnh. Chng ti cho n thnh tu.

* Cng ng: Chng ti chia s mt thc v mt s mnh to ra

mt tc ng v x hi v trao quyn cho ngi tiu dng theo nhng cch

khng bao gi c trc khi hin hu. Chng ti cam kt phc v bao gm

cng ng Internet v cng ng ca chng ti.

S mnh

Yahoo's Mission: To connect people to their passions, their

communities, and the worlds knowledge

S mnh ca Yahoo l lin kt mi ngi n vi s say m ca bn

thn, cng ng ca h v kho tng kin thc th gii* nh hng khch hng & nhn vin: Yahoo! cam kt trao quyn

cho ngi dng v nhn vin ca mnh thng qua cc chng trnh, sn

phm v dch v truyn, cm hng cho mi ngi, to ra mt tc ng tch

cc n cng ng. Yahoo! kt ni mi ngi vi mong mun thng qua



10/48


cc sn phm v dch v. Yahoo! cng hng vo lng ho tm ca cc

nhn vin ca mnh thng qua Qu Nhn vin Yahoo!, mt c s t thin t

chc tp hp cc ti nng, thi gian, v cc ngun lc ti chnh ca nhn

vin Yahoo!. Cc c s tr cp hng triu la cho cc t chc t thintrn khp th gii.



11/48


- PHN II -PHN TCH MI TRNG KINH DOANH

PHN TCH MI TRNG BN NGOI :

1.Mi trng kinh t :Kinh t th gii nm 2009 c nhiu bin chuyn phc tp. Tc tng

trng chm li, khng hong ti chnh tn dng M lan ta n nhiu nc

khc trn th gii, lm pht cao hn thi k trc. Cc nc ng lot tm

gii php n nh th trng ti chnh v n lc chn suy thoi kinh t th

gii. Gi vng v du m vn mc cao v hng cha nhiu bt n, cc

ng tin mnh trn th gii khng gi vng c gi tr ngun nhn lctrn th gii lm vo khng hong, s tht nghip gia tng ko theo sc p

x hi to ln.

Tuy vy vn c nhng du hiu kh quan ca nn kinh t, Hoa K vi

t cch l nc c nn kinh t ln nht th gii c nhng tn hiu khi

sc ban u. Th trng chng khon M c nhng phn ng tch cc vi

nhng chnh sch kinh t mi ca tn Tng thng Obama. Bn kia i

dng, Trung Quc vn gi c tc tng trng cao gp phn gi vng

cn cn kinh t th gii. Nim tin vo trin vng kinh t sng sa tr li

sau nhng chnh sch mnh tay ca chnh quyn cc quc gia.

* C hi v e do :

C hi: trong tnh hnh kinh t th gii ang c khng hong nghim

trng, cc nc gim vic sn xut nhng s tng trng ca th trng ni

a Vit Nam, c bit l trong lnh vc Internet v truyn thng em ncho ngnh CNTT trong nc s tng trng mnh m.

e do: Ngnh CNTT chu tc ng trc tip ca tnh hnh kinh t th

gii, s khng bnh n ca nn kinh t ko theo nhiu nguy c cho ngnh,



12/48


ngoi ra cn phi k n nhng khng hong nh do chnh cc tp on to

ra gin tip tc ng n ngnh CNTT.

2.Mi trng chnh tr, php lut:

Tnh hnh chnh tr trn th gii theo nh gi chung vn gi c xu

th ha bnh n nh, cc nc vn ch trng gii quyt nhng tranh chp

thng qua con ng i thoi l chnh. Xu th hp tc cng pht trin vn

l xu th ch o. Chnh tr th gii tuy c nhiu thay i v i ng lnh

o v chnh sch song ang tin n mt th gii a cc. Phong tro chng

ton cu ha, u tranh dn ch vn ang lan rng. Tuy vy khng th

khng k n nhng nguy c tim n cho s n nh cho th gii: xung t

ht nhn Iran Bc Triu Tin, cng thng lnh th ti nhiu ni trn th

gii, khng b cp bin honh hnh, nhng m mu o chnh m st...vn

cha c khng ch.

3.Mi trng vn ho, x hi :

Vn ho x hi l mt yu t nh hng n hnh vi c nhn, t chc

hoc quc gia. Khi xm nhp vo th trng no cng ty phi kho st, iu

tra rt k khng phi tht bi. Internet ngy nay cng th, l mt phn

khng th thiu c i vi mi ngi trn khp th gii. Vi kho tng

khng l v thng tin trn Web, Internet hon thin s hp dn ln s

phc tp ca n. Vi Web, Internet chnh l vn ho, l kho tng vn ho,

ni cha ng mt ngun thng tin vn ho khng l. Ni ny c v cha

tt c, t cch nu mt mn n n cch mua mt khu i bc, t tiu sca tng thng M n nhng hnh nh khiu dm r tin. Trong x hi

Internet y c tt c, t s thanh sch n s nh bn, t tranh lun nghim

tc v kh nng chin tranh hoc cch nng mt c khoai. Dng nh mi



13/48


kin thc ca loi ngi u c a ht ln mng, ln l c tt c, l

ni lin vi c th gii rng ln, thng minh v bao la.

Nhng khng phi l tt c, s tin li y ca Internet ch n gin

l nhng tin ch v k thut, cn sc ht v nn tng ca Internet li l cngng s dng chng. T trc n nay, mi quc gia, nhng ngi tham

gia Internet u tin u c vn ho cao, c hc thc v ham hiu bit. Cng

ng nhng ngi s dng Internet to ra Internet, to ra sc hp dn cho

th gii c c v honh trng ca Internet, to ra mt x hi o ca mt

cng ng c vn ho.

Internet l mt phng tin k thut to ra mt x hi o ca mt

cng ng c vn ho, mt nn vn ho khng bin gii v chng ta khng

nn d xt qu, hy bt u bng vic t v trang cho chnh mnh mt vn

kin thc v tan vo Internet thy mnh ln ln v tr ra. Ngay c ngi

khng l bt kh bi Microsoft c l cng ang bt u thi k co chung,

khng phi v phn quyt ca B T php Hoa K m bi s pht trin ca

phn mm dn gian Linux trn Internet c pht trin hng ngy bng tri

thc chung ca ton th gii. Mt nn vn ho ca cng ng Internet ang

pht trin v khng c l g chng ta li ng bn ngoi nn vn ho y.

4. Mi trng nhn khu hc :

Dn s ton cu vo khong 7 t, d on khong 10 t vo nm

2020. Mc sng chnh lch gia nhng ni ny nn vic s dng sn phm

ny cung khc nhau. Vic p ng nhu cu ny s ngy cng tng cao trong

thi gian ti chnh v vy to ng lc khuyn khch cc cng ty pht trin

sn phm ca mnh phc v th trng ny. Nhng thay i trong mi

trng dn s hc tc ng mnh m n cng ty nh s thay i c cu

tui, dn c, c im gia nh, trnh hc vn. Nn nhim mi trng



14/48


cng ngy cng nng n thm. Tc th ha tng nhanh chng ko theo

nhiu vn v x hi. S lo ha ca dn s, ng thi vi tui bnh

qun tng dn. Trnh hc vn trong dn chng ngy cng c nng cao,

nhu cu tm hiu v nhiu mt ca sng x hi rt ln, i sng vt chtngy cng ci thin, nhu cu gii tr tng mnh lm cho Internet tr thnh

mi trng c ng o ngi dn quan tm.

2001 2007

33 30

35 27

19 33

8 6

5 4

2001 2007

35 33

36 33

14 22

10 8

5 4

2001 2007

43 42

31 28

5 11

15 14

6 5

2001 2007

33 29

31 23

24 40

7 5

5 3

Trung dung

TV

Radio

Internet

Boch

Tpch

18-24Share 25-34 Share 35-54 Share 55+Share

%S phts dngccphngtin truynthng trung binh 1tun(18+)

Thphntruynthng

5.Mi trng cng ngh :

Hin nay i cng s pht trin nh v bo ca khoa hc cng ngh,

ngnh CNTT cng c nhng bc pht trin nhanh chng, ngy nay c th

truy cp Internet qua mng cp truyn hnh. ng thi, s kin ny cng

nh du xu hng ngnh dch v truyn thng xm nhp th trng dch v

vin thng, vn lu nay vn thuc v cc cng ty vin thng v cng ngh

thng tin.

Nhng ngn ng lp trnh Web lin tc c ci tin v nng cao

cung cp thm nhiu tnh nng m trc u Internet khng c, h tng vin



15/48


thng lin tc c ci thin, mng li ng truyn c nng cao tc

truyn ti, h thng my ch vi nng lc siu mnh lin tc c cho ra

i. Internet gi y thc s nh mt th gii o vi mun vn tnh nng

hin i, ni tri. S pht trin ca cng ngh thc y vic hi t ccdch v vin thng, truyn thng v gii tr. Trn th gii, xu hng ny

khng ch lm cho cc cng ty vin thng v truyn thng tr thnh nhng

i th cnh tranh trc tip m cn kch thch h phi hp tc. Xu hng

tham gia th trng ca nhau gia cc doanh nghip truyn thng, vin

thng - CNTT ha hn mang n cho ngi tiu dng nhng dch v cht

lng cao vi gi r. Bn cnh cuc chin v ng truyn, cc ISP ang

bc vo mt cuc chin mi: cnh tranh dch v, gii php trn mng

internet, tt c u hng n mc tiu khch hng. iu ny s thc s

mang li li ch cho ngi dng v tc ng tch cc n s pht trin ca

internet Vit Nam.

6.Mi trng ton cu :

Trong kinh doanh, xu hng ton cu a th trng ton cu nnhng tiu chun chung ca th gii, cc tp on ln bn cc sn phm

theo tiu chun ging nhau mi ni t xe t, st thp, ho cht, du

la, cc thit b ng nghip, cho n cc dch v ngn hng, bo him,

my vi tnh, thuc men, vin thng, thc n nhanh... Ngy nay, ton cu

ho l mt xu th tt yu trn th gii. Ton cu ho m ra rt nhiu c hi

cho cc cng ty cng nh l cc quc gia trn th gii. Ton cu ho l mt

gii php tt cho cc cng ty c qui m ln, n gip cho cc cng ty a

quc gia tiu chun ho th trng v sn phm, t pht huy hiu qu

gim chi ph theo qui m.



16/48


MI TRNG VI M: (Phn tch theo m hnh 5 p lc cnh tranhca Forter)

Biu lng ngi s dng Internet trn ton th gii tnh theo tun (2009)

1.Cc i th cnh tranh tim tng

i vi ngnh kinh doanh ca Yahoo cn nhn thy nhng i th sau

y s l i th cnh tranh tim tng nht l : Facebook, Twitter (dch v

mng x hi). Trong nhng nm thng qua, cc trang mng x hi pht

trin mt cch bng n v chim rt nhiu khch hng ca cc dch v

truyn thng ca Yahoo nh chat, mailHin ti cc nh cung cp dch v

ny cha c nhng ng thi cnh tranh trc tip vi nhng dch v truyn

thng ca Yahoo hay Google th nhng s pht trin nhanh chng ca h to ra nhng nguy c cho chnh Yahoo v Google mc d ai cng bit dch

v tm kim trn mng l nhng dch v rt kh thay th ngy mt ngy hai.

Ngoi ra hin nay Yahoo cn phi i din vi nhng i th cnh

tranh tim tng c nng lc cao nh Wikipedia (bch khoa ton th m


Global Internet Usag

China

JapanSouth Kore

CanadaUS

Mexico France GermanyBrazil

UK

Russia

India

0%

5%

10%

15%

20%

25%

0% 20% 40% 60% 80% 1

% Internet Users Broadba

%W

eeklyMediaConsumption


17/48


Online) Amazon (thng mi in t)... Hin ti Wikipedia s cng vi

amazon.com ra mt ng c tm kim mi s dng cng ngh tng tc m

da trn ngi dng ging nh Wikipedia , d n trn c tn l Wikiasari -

kt hp gia t "wiki" (ting Hawai c ngha l "nhanh") v t "asari" (tingNht c ngha l "tm kim khp ni"). Wikipedia cn cho bit nh s

pht trin mt phin bn thng mi ca ng c tm kim trn, d kin s

ra mt vo khong qu u nm ti.

S trung thnh nhn hiu: i vi cc dch v ca Yahoo hin nay

khng u, c nhng dch v nh tm kim, games, hay mail s lng ngi

s dng gim xung trong khi nhng dch v khc nh Yahoo cht li

vn gi th qun qun trn th gii. Trang web Yahoo news hin nay vn

ang l trang web tin tc s mt ti th trng Bc M. Tuy vy hin nay

chin lc ca Yahoo l ci thin li mc ngi s dng Yahoo tm

kim, mt dich v m trc y Yahoo chim th phn rt ln. Qua nhng

phn tch trn ta thy i vi ngnh kinh doanh dch v trn mng su trung

thnh nhn hiu l khng cao, c kh nng thay i nhanh theo thi gian do

s cnh tranh khc lit trong ngnh.

Ro cn nhp cuc: ngnh kinh doanh dch v Internet c ro cn

nhp cuc thp vi nhng l do nh chi ph c nh u t thp, s cnh

tranh trong ngnh khc lit, cc i th hin ti cha to ra li th chi ph

tuyt i so vi cc i th cnh tranh tim tng, bn cnh cc i th i

sau s hng c li th v ng dng cng ngh.

Cc quy nh ca chnh ph: chnh ph cc nc hin ti u p dngnhng chnh sch ci m cho s pht trin ca ngnh vi nhiu s h tr v

h tng, vn bn php lut. Tuy vy vn c nhng s kim sot i vi

nhng dch v b cm hay hn ch nh hack, b kha, web khiu dm, bo

lc, la o, chnh tr



18/48


2. Cnh tranh gia cc i th trong ngnh

Trn lnh vc kinh doanh ca mnh Yahoo c rt nhiu i th cnh

tranh, tuy nhin ni bt trong s l hai tp on Google v Microsoft, hai

i th c tim lc mnh m v cnh trnh trc tip i vi li ch ca

Yahoo.

Theo mt bo co gn y ca comScore cho bit Google l cng c

tm kim c s dng nhiu nht i vi ngi dng my tnh ni mng

Internet.

Theo comScore cho bit, bnh qun mi thng c 750 triu ngi

dng vi 61 t ln tm kim trn mng internet. Ngi ta s dng Googlecho 37 t ln tm kim, mt con s vt tri so vi nhng cng c tng t.

Theo bng bo co ny, Yahoo ng v tr th nh, Baidu ng th ba

nh n l cng c tm kim h tr ting Hoa. iu l th l a phn cc

cuc tm kim trn mng xut pht t khu vc chu - Thi Bnh Dng

vi cc nc nh n , Nht Bn, Trung Quc. Hng comScore cho bit

trong thng 8-2007, khu vc ny c 258 triu lt ngi dng tm kim 20,3

t ln trn mng Internet.

Chu u ng th hai vi 210 triu lt ngi dng, v tr k tip

thuc v bc M vi 206 triu. t s dng cng c tm kim trn mng nht

l vng Trung ng v chu Phi, ch 30 triu lt ngi/thng m thi.

Xp hng thng 8-2007 ca ComScore

1. Google: 37 t (lt tm kim) 6. eBay: 1,3 t2. Yahoo: 8,5 t 7. Time Warner: 1,2 t3. Baidu: 3,2 t 8. Ask: 743 triu4. Microsoft site: 2,1 t 9. Fox: 683 triu5. NHN: 2 t 10. Lycos: 441 triu



19/48


Mi trng nghnh ca cng ty yahoo vi cc i th cnh tranh : bn

sp xp th t trong nghnh theo th t trn

Tng quan th phn tm kim trn th gii

Trong cng ty Google l i th ln nht thu ht c nhiu lt

ngi truy cp nht v c doanh thu ln nht . V th cnh tranh kh khc

lit v yahoo lun l i th cnh tranh mnh nht i vi google. c bit

khi Microsoft s bn cc qung co tm kim trn Yahoo.

Tuy vy gia Yahoo v Google c nhng ng thi hp tc cng pht trin nh k hoch ca Yahoo v Google hp ng pht trin

mng x hi Tracy Schmaler. Pht ngn vin ca Yahoo cho bit c hai bn

vn ang tho lun v h cng ang lm vic vi cc quan chc chng c

quyn.Thng v ny chc chn s gip Yahoo c c v tr cnh tranh

trn th trng qung co trc tuyn v s gip hng ly li c cn bng

sau nhiu Qu cht vt kh khn, Schmaler chia s.

Bn cnh Microsoft cng tuyn b s hp tc vi Yahoo tiu

dit Google lm cho ngnh c xu hng cnh trnh khng r rng gia cc

ng ln, cc bn lun tha nhn s cn thit phi c hp tc gia i bn

song li c nhng ng thi th hin tham vng h b nhau.



20/48


Cn phi ni thm l hin ti Google, ang c nhng kh khn ti th

trng mi ni Trung quc. Qua nhng tuyn b gn y cho thy Google

khng cn qu mn m vi th trng ny. Nhng nguyn nhn khch quan

v ch quan dn n nhng tranh chp gia Google v chnh quynTrung quc, do nu vic Google rt lui khi th trng Trung quc th

y s l c hi ln cho Yahoo. Hn na tai Trung quc, Yahoo to ra

ch ng vng mnh t rt lu.

3. Nng lc thng lng ca khch hng tiu th

Trong giai on nn kinh t cn nhiu kh khn nh hin nay, nhu

cu v dch v Internet chc chn s c nhng bin ng nhng chng ta c

th nhn thy 2 xu hng r rng sau:

Th 1: i vi nhng ngi s dng dch v Internet mang tnh c

nhn, nhu cu ca h s khng thay i m cn c th tng ln. Do vy yu

cu ca h v dch v mng gia tng nn i vi i tng khch hng ny,

Yahoo s phi chu thm nhiu sc p t h v yu cu cht lng dch v.

Th 2: i vi i tng khch hng l doanh nghip, do khnghong kinh t nn nhu cu pht trin m rng thm cc dch v v

Marketing hay E Marketing s gim st do vy Yahoo s gim bt p lc t

nhng e da do nhm khch hng ny gy ra.

Qua qu trnh pht trin Yahoo xy dng mt thng hiu ph bin

v i chng, v c mi ngi cng nhn do vy nng lc thng lng

ca ngi s dng dch v Yahoo s khng c nhiu bin ng trong thi

gian ngn tuy vy cn phi nhn thy s pht trin v bo ca cc cng ty

khc c bit l Google hay s gia nhp ca cc i th cnh tranh tim tng

s to ra qu trnh gia tng sc p ca cc khch hng i vi Yahoo.

4. Nng lc thng lng ca nh cung cp



21/48


Trn thc t nhng nh cung cp cho Yahoo khng c nhiu s a

dng, bao gm nhng cng ty cung cp phn cng cho h thng mng

ca h nh IBM, Dell. Tuy vy c rt nhiu cng ty hot ng trn cc lnh

vc ny cho nn sc p ca cc nh cung cp cho Yahoo khng c nhiu hayni cch khc h phi cnh tranh nhau khc lit c th hp tc vi Yahoo.

Tuy vy qua nhiu ng thi gn y nhng nh cung cp phn cng

ch yu cho Yahoo trc y nh IBM hin nay bt u hp tc vi

Yahoo v kinh doanh trn Internet, qua nhn thy IBM c thm nng lc

thng lng vi Yahoo.

Phi hp vi Yahoo, IBM s tung ra phin bn min ph OmniFind

nhng b gii hn s lng vn bn m n c th tm kim. Tuy nhin, phin

bn min ph li c tch hp kt qu tm kim trn web ca Yahoo.

Phin bn OmniFind min ph chnh thc ra mt ngi dng trong

ngy 13/12. IBM v Yahoo hi vng s hp tc gia hai hng s gp phn

thc y hn na s pht trin ca lnh vc tm kim doanh nghip, vn chu

s thng tr ca Google, Autonomy v FAST...

5.Cc sn phm thay th

Cc sn phm thay th cho cc dch v do Yahoo cung cp ni bt

nht hin nay chnh l cc dch v tch hp trn in thoi di ng. Cc

mng di ng tn dng nhng u th v kh nng nhanh chng tin li ca

mobile v lin tc tung ra nhng chiu khuyn mi rm r khin cho s

lng ngi dng cc dch v truyn thng trn mng Internet gim xung,

thay vo l cc tin ch tch hp trn in thoi nh : games, nhn tin,

nghe nhc

Xt gc no , Mobile d khng phi l i th ca Internet, li

cnh tranh mt phn phn khc khch hng. Mobile khng ch p ng th



22/48


chi cng ngh, m n cn thc s l gii php cho nhng c nhn hay di

chuyn. Thit b ny va cho php truy cp Internet, va cho php gi thoi

di ng v nhn tin SMS. V th, d ch hp dn phn khc th trng nh l

khch hng c nng lc ti chnh, nhng r rng n chia s mt phn thtrng thu bao Internet.

Mt lung kin khc cho rng khng hn l cnh tranh, m thc

cht n l s b sung, h tr ln nhau - tc l nhng ch ADSL cha ti

c, nhng c nhn hay di chuyn th dch v Mobile s b c khong

trng ca Internet.

PHN TCH MI TRNG NI B:Phn tch li th cnh tranh bn vng :

1.1 Phn tch ngun lc ca cng ty:

1.1.1. Ngun lc hu hnh :

Ngun lc ti chnh:Yahoo, hng s hu cng c tm kim trc tuyn

mnh th 2 ti M, cng b kt qu li nhun qu 4/2009 vt d bo ca

cac chuyn gia, th trng qung co trc tuyn n tn hiu phc hi.

Yahoo cng b doanh s qu 4/2009 t 1,26 t USD, cao hn d bo

1,23 t USD ca gii chuyn gia. Li nhun rng t 153 triu USD tng

ng 11 cent/c phiu trong khi thi im cng k nm 2008, Yahoo

thua l 303,4 triu USD tng ng (-)22 cent/c phiu.

Sau khi gim mnh chi ph trong nm ngoi, Yahoo hin ang hng

li t vic chi tiu vo lnh vc qung co trc tuyn hi phc. Nhng cng

ty ln tng ngn sch qung co trc tuyn. C phiu Yahoo tng 38 cent

ln mc 16,37USD/c phiu (sau gi giao dch). Trong phin giao dch ngy

hm qua trn th trng Nasdaq, c phiu Yahoo tng 13 cent ln mc

15,99USD/c phiu. C phiu Yahoo tng 38% trong nm 2009.



23/48


T nhng thng k trn nhn thy tnh hnh ti chnh ca Yahoo hon

ton kh quan mc d chu nh hng ca khng hong kinh t th gii, hn

ht nu thng v sp nhp Yahoo Microsoft thnh hin thc th Yahoo s

c thm 1 ngun lc ti chnh v cng hng mnh. Ngun lc vt cht: Tng ti sn hin ti ca Yahoo hin nay l

khong gn 45 t la theo thng k ca th trng chng khon ph Wall.

Yahoo hot ng trn phm vi ton th gii, s hu h thng ng truyn

v phn cng s vi nhng cng ngh hin i. Yahoo hin c hng chc

chi nhnh trn ton th gii vi mc tiu c th ca tng chi nhnh l tip

cn su st vo nhng th trng khc nhau. Ring ti Vit nam, Yahoo

bt u m vn phng i din ti H ni t nm 2005. Tnh trn phm vi

ton th gii, Yahoo hin cng ang l cng ty c h tng cng ngh thng

tin thuc din ln nht, vi lch s 15 nm thnh lp v l n v tin phong

i u trong khai ph dch v Internet, Yahoo to dng cho mnh mt h

tng m bt k i th no cng phi rt lu mi c th ui kp.

Ngun lc k thut: Yahoo ang s hu nhng cng ngh x l web

hin i nht, cho php hng triu ngi s dng dch v khp ni trn th

gii c th truy cp v giao dch ng thi m khng c bt k s c cng

nh trc trc k thut no, bn cnh Yahoo cn l cng ty c nng lc

chng hacsker cao nht trn th gii, hin ti Yahoo l mt trong nhng

cng ty cung cp dch v mng c bo mt cao hng u.

Ngoi cng c tm kim ca hng, Yahoo cn m ca mt s cng ngh

khc cc nh pht trin c th tip cn v ty bin cho cng vic ca h.

Tt c nhng ngun lc v k thut ca Yahoo hin c c pht trin

theo hai hng : hng 1 l t chnh ni b cng ty, hng 2 l thng qua

tim lc ti chnh ca mnh, Yahoo tin hnh mua li cng ngh ca cc



24/48


cng ty con v sp nhp cc cng ngh ny vo tng th cng ngh ca

Yahoo, do vy c th khng nh rng v mt cng ngh, Yahoo hon ton

khng h thua km cc i th khc nh Google hay Microsoft v thm ch

l c nhng mng dch v m Yahoo vn cn gi th thng phong.

1.1.2. Ngun lc v hnh :

Nhn s : S hu c mt i ng k s v nh qun l ti gii,

Yahoo t tin m nhn v pht trin nhng dch v mng mi cho ton x

hi. Hin nay ti Yahoo c n 1200 nhn vin hot ng trn th gii, vi

c s hot ng tri khp. Trong lch s hot ng, Yahoo hin cng l cng

ty i u trong vic khai ph cc dch v mi, tt c nhng dch v cn bn

hin nay trn mng u c bt u t bn tay khi c ca nhn vin

Yahoo, i ng lnh o hin nay ca Yahoo do ng Jerry Yang cm li.

ng Yang c gii cng ngh thng tin nhn nh l mt thin ti

Internet .

Cc ngun cng ngh : Yahoo l nh cung cp dich v Internet hng

u th gii v gi vng c thnh tch trn, hng cng phi u trt nhiu cho cng ngh ca mnh. Nm va ri, Yahoo cng b chng

trnhBOSS (xy dng dch vtm kim ring) cc bn th ba c th s

dng thut ton v kin trc tm kim ca hng ny thit lp cc dch v

tm kim ring. M hnh ny c th s li c p dng cho cc cng ngh

khc ca Yahoo nh trang chia s nh trc tuyn Flickr v mng x hi ca

hng ny.

L tn tui ln th hai trn th trng tm kim sau Google, Yahoo

cng c nhng mi quan tm c bit trong vic m ca th trng v tip

thu hc hi nhng kinh nghim v kin ng gp mi. u nm va ri,

http://tag.phanvien.com/Yahoo.htmlhttp://tag.phanvien.com/ch%C6%B0%C6%A1ng+tr%C3%ACnh.htmlhttp://tag.phanvien.com/ch%C6%B0%C6%A1ng+tr%C3%ACnh.htmlhttp://tag.phanvien.com/BOSS.htmlhttp://tag.phanvien.com/d%E1%BB%8Bch+v%E1%BB%A5.htmlhttp://tag.phanvien.com/t%C3%ACm+ki%E1%BA%BFm.htmlhttp://tag.phanvien.com/th%E1%BB%A9+ba.htmlhttp://tag.phanvien.com/t%C3%ACm+ki%E1%BA%BFm.htmlhttp://tag.phanvien.com/d%E1%BB%8Bch+v%E1%BB%A5.htmlhttp://tag.phanvien.com/t%C3%ACm+ki%E1%BA%BFm.htmlhttp://tag.phanvien.com/c%C3%B4ng+ngh%E1%BB%87.htmlhttp://tag.phanvien.com/Yahoo.htmlhttp://tag.phanvien.com/chia+s%E1%BA%BB.htmlhttp://tag.phanvien.com/tr%E1%BB%B1c+tuy%E1%BA%BFn.htmlhttp://tag.phanvien.com/m%E1%BA%A1ng+x%C3%A3+h%E1%BB%99i.htmlhttp://tag.phanvien.com/t%C3%AAn+tu%E1%BB%95i+l%E1%BB%9Bn.htmlhttp://tag.phanvien.com/th%E1%BB%A9+hai.htmlhttp://tag.phanvien.com/th%E1%BB%8B+tr%C6%B0%E1%BB%9Dng.htmlhttp://tag.phanvien.com/t%C3%ACm+ki%E1%BA%BFm.htmlhttp://tag.phanvien.com/Yahoo.htmlhttp://tag.phanvien.com/quan+t%C3%A2m.htmlhttp://tag.phanvien.com/th%E1%BB%8B+tr%C6%B0%E1%BB%9Dng.htmlhttp://tag.phanvien.com/kinh+nghi%E1%BB%87m.htmlhttp://tag.phanvien.com/Yahoo.htmlhttp://tag.phanvien.com/ch%C6%B0%C6%A1ng+tr%C3%ACnh.htmlhttp://tag.phanvien.com/ch%C6%B0%C6%A1ng+tr%C3%ACnh.htmlhttp://tag.phanvien.com/BOSS.htmlhttp://tag.phanvien.com/d%E1%BB%8Bch+v%E1%BB%A5.htmlhttp://tag.phanvien.com/t%C3%ACm+ki%E1%BA%BFm.htmlhttp://tag.phanvien.com/th%E1%BB%A9+ba.htmlhttp://tag.phanvien.com/t%C3%ACm+ki%E1%BA%BFm.htmlhttp://tag.phanvien.com/d%E1%BB%8Bch+v%E1%BB%A5.htmlhttp://tag.phanvien.com/t%C3%ACm+ki%E1%BA%BFm.htmlhttp://tag.phanvien.com/c%C3%B4ng+ngh%E1%BB%87.htmlhttp://tag.phanvien.com/Yahoo.htmlhttp://tag.phanvien.com/chia+s%E1%BA%BB.htmlhttp://tag.phanvien.com/tr%E1%BB%B1c+tuy%E1%BA%BFn.htmlhttp://tag.phanvien.com/m%E1%BA%A1ng+x%C3%A3+h%E1%BB%99i.htmlhttp://tag.phanvien.com/t%C3%AAn+tu%E1%BB%95i+l%E1%BB%9Bn.htmlhttp://tag.phanvien.com/th%E1%BB%A9+hai.htmlhttp://tag.phanvien.com/th%E1%BB%8B+tr%C6%B0%E1%BB%9Dng.htmlhttp://tag.phanvien.com/t%C3%ACm+ki%E1%BA%BFm.htmlhttp://tag.phanvien.com/Yahoo.htmlhttp://tag.phanvien.com/quan+t%C3%A2m.htmlhttp://tag.phanvien.com/th%E1%BB%8B+tr%C6%B0%E1%BB%9Dng.htmlhttp://tag.phanvien.com/kinh+nghi%E1%BB%87m.html


25/48


Yahoo cng bphin bnAPI (giao din lp trnh ng dng) th nghim

cc website c th tham kho xy dngdch vtm kim ring.

Cng theo i din ca Yahoo th cc cng ngh ca hng s c

cp pht cho cc website trong khun kh chng trnh BOSS.Nhng cng ngh trn ca Yahoo l nhng cng ngh mang tnh bn

quyn l p dng nhng thut ton ring bit, qua lch s pht trin ca mnh

Yahoo t pht trin cng ngh bn cnh cn pht trin thm nhng

cng ngh ca nhng cng ty m hng mua li, theo nh gi ca gii

chuyn mn v chnh cc i th cnh tranh ca Yahoo nhiu mt cng

ngh ca Yahoo vt xa h.

S hot ng cng ngh ca Yahoo

Cc ngun danh ting, thng hiu :

* Danh ting thng hiu:

Cng ty chuyn cung cp cho khch hng v nh kinh doanh cc sn

phm v dch v trc tuyn khc nhau thng qua website: yahoo.com. Mng

http://tag.phanvien.com/Yahoo.htmlhttp://tag.phanvien.com/phi%C3%AAn+b%E1%BA%A3n.htmlhttp://tag.phanvien.com/API.htmlhttp://tag.phanvien.com/th%E1%BB%AD+nghi%E1%BB%87m.htmlhttp://tag.phanvien.com/website.htmlhttp://tag.phanvien.com/x%C3%A2y+d%E1%BB%B1ng.htmlhttp://tag.phanvien.com/d%E1%BB%8Bch+v%E1%BB%A5.htmlhttp://tag.phanvien.com/t%C3%ACm+ki%E1%BA%BFm.htmlhttp://tag.phanvien.com/Yahoo.htmlhttp://tag.phanvien.com/c%C3%B4ng+ngh%E1%BB%87.htmlhttp://tag.phanvien.com/website.htmlhttp://tag.phanvien.com/ch%C6%B0%C6%A1ng+tr%C3%ACnh.htmlhttp://tag.phanvien.com/Yahoo.htmlhttp://tag.phanvien.com/phi%C3%AAn+b%E1%BA%A3n.htmlhttp://tag.phanvien.com/API.htmlhttp://tag.phanvien.com/th%E1%BB%AD+nghi%E1%BB%87m.htmlhttp://tag.phanvien.com/website.htmlhttp://tag.phanvien.com/x%C3%A2y+d%E1%BB%B1ng.htmlhttp://tag.phanvien.com/d%E1%BB%8Bch+v%E1%BB%A5.htmlhttp://tag.phanvien.com/t%C3%ACm+ki%E1%BA%BFm.htmlhttp://tag.phanvien.com/Yahoo.htmlhttp://tag.phanvien.com/c%C3%B4ng+ngh%E1%BB%87.htmlhttp://tag.phanvien.com/website.htmlhttp://tag.phanvien.com/ch%C6%B0%C6%A1ng+tr%C3%ACnh.html


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li ton cu ca Yahoo! bao gm 25 sn phm bng 13 ngn ng. Ngoi

ra, dch v nghe nhc qua mng mi ca Yahoo! cho php khch hng truy

cp v thng thc n 1 triu bi ht. Tc tng trng ca thng hiu

Yahoo! l 34% vi gi tr 6,8 t USD v doanh thu 3,6 t USD.Hin ti thng hiu Yahoo ang ng th 81 trong s 100 thng

hiu hng u th gii, l website ng hng u ti Hoa K v lng truy

cp cng hng vi cc thng hiu khc nh Canon, hay Beeline, tuy vy

c nhng bc tht li so vi i th cnh tranh chnh l Google.

Danh ting vi khch hng :

So snh v th ca Yahoo ti th trng Hoa K



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Yahoo lun l mt trong nhng webite thng dng nht trn th

gii. Thng 12/2009, t 594 triu ngi truy cp. Tuy nhin, M Yahoo

vn ng th nh vi 161 triu lt sau Google v lng thi gian ngi

dng s dng. (Yahoo l 101 triu pht trong khi s pht trung bnh trn 1ngi truy cp Google l 170 pht)

Nhiu nhn nh cho rng nhng thnh cng m Yahoo c c hin

nay l nh s a dng v dch v; mt thng hiu d nh; mt website d

truy cp vi giao din v hiu nng p mt, v khai thc thng tin vi tin

cy v dch v cc cao. Yahoo xy dng c mt i ng nhng

Yahooligan ht sc trung thnh, to nn nhng cn st Yahoo thm ch c

nhng thi k ngi ta vo mng ch cn vo cc dch v ca Yahoo m

khng h quan tm n cc dch v khc. Nhng phn tch nh vy chng

minh rng Yahoo lun l mt phn khng th thiu i vi cng ng mng

cng nh s thit yu trong lnh vc h iu hnh my tnh.

Lun coi vic lm hi lng khch hng l mc ch sng cn, phc

v x hi Yahoo thng xuyn tm cch ci tin nng cp hay cho ra l

nhng dch v mi nht vi cng ngh nh cao ng thi i i vi chin

lc marketing thng hiu cc dch v ca mnh tr thnh im bt u

thit yu cho mi i tng khch hng, nh cung cp dch v thn thin vi

bo mt cao.

Mt iu m hu ht cc cng ty Internet ton cu khng c c, l

Vit Nam dng nh l mt "vng quc Yahoo!" khi s ngi s dng

Internet Vit Nam ang t t l 23% dn s (xp x 20 triu ngi) th s tikhon s dng cc dch v ca Yahoo! ti Vit Nam theo ng Tr ln n 15

triu.

* Nhn thc ca khch hng :



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Trong tm tr khch hng Yahoo vi biu tng mt ci lun l

nhng bn ng hnh khng th thiu khi s dng Internet, thc t l mt d

cc hng sinh sau mun nh Google vt Yahoo nhiu im nhng c

nhng dch v m hin nay Yahoo vn chim th thng phong nh YahooChat, Yahoo News, nh vo lng trung thnh ca khch hng t nhng ngy

u m nhng dch v ny to ra. Yahoo hin thn l nh cung cp dch v

Internet ban u, mnh dn khai ph nhiu dch v m lc by gi cn rt xa

l vi cng chng, tim n su trong tim thc khch hng hay cng ng

mng Yahoo lun l hnh nh ngi khai ph, vi nhng t cht dng cm,

to bo, do vy nhn thc ca mi ngi v Yahoo hin ti vn rt bn vng

bt chp nhng kh khn m Yahoo hin ang gp phi.

1.2 Phn tch v hot ng marketing :

1.2.1 .Cc hot ng chnh :

Nghin cu v pht trin:Yahoo lun quan tm thit k sn phm ca

mnh theo chiu hng cung cp cho khch hng nhng cht lng vt

tri. Ti Yahoo, cng ty to ra gi tr cho khch hng bng cch pht trinnhng dch v x hi tin phong, ban u l yahoo chat, sau l yahoo

mail. Yahoo search...Khi s dng sn phm ca Yahoo, ngi dng lun c

nhng cm nhn thy Yahoo mang li s thn thin, thun tin m khng

km phn an ton. Ti cc trung tm nghin cu ca Yahoo trn ton th

gii, lun xc nh phng chm a dch v Yahoo n vi vn ha tng

nc thng qua nghin cu chnh bn sc vn ha ca nc . Thng quatim nng v cng ngh ca mnh, Yahoo lun tm mi cch nng cao nng

lc cho dch v mnh cung cp hng n mc tiu v vin cnh m Yahoo

xc nh trong tuyn ngn.



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Ngoi ra khi s dng cc dich v trn mng th iu ngi tiu dng

quan tm nht l vn bo mt, ti Yahoo cng ty lun quan tm n nhu

cu ny v lin tc a ra nhng bin php an ninh mi nht. Hin ti theo

thng k ca C quan An ton mng trn th gii th Yahoo vn l mt trongnhng cng ty cung cp dch v mng an ton nht, thng qua hng pht

trin ny Yahoo mang n cho ngi tiu dng nhng cm gic an ton khi

s dng dch v.

Hot ng R&D ca Yahoo c tin hnh theo tiu ch lun coi trng

vn ha quc gia vng min lm trung tm, khai thc ti a yu t xu hng

tnh cm thit k ra nhng dch v mi.Hin ti trung tm nghin cu

chnh ca Yahoo t ti chnh thung lng Silicon, bang Califocnia, Hoa k.

Marketing, qung co: Hot ng marketing, qung co ca Yahoo

c tin hnh v y ln mt mc chuyn nghip tt nhin c nhng

im yu m cc i th cnh tranh li dng vt ln.

Yahoo! tit l k hoch cho chin dch marketing mi ca h, s

c thc hin trn ton cu. rt lu Yahoo! khng c mt hot ng

marketing no ng k, (phn ln u thc hin trong ni b h thng ca

Yahoo!). Chin dch ln ny do Ogilvy thc hin, Yahoo! s u t khong

15 triu USD v s ko di n ht nm 2010. Vi cu khu hiu "It's You",

chin dch tp trung vo kh nng c nhn ha, v cch thc khch hng

c th truy cp vo cc dch v & thng tin phong ph ca Yahoo!

Yahoo! va qua cng b thm chi tit v chin dch marketing h

p cho 7 nm ti vi y t ph v sng to sau khi trang ch ca h cthit k mi i vo hot ng. C my sng to cho chin dch qung co rm r

trn phng din ton cu ln ny l Ogilvy thuc tp on WPP vi tn gi

chin dch: Y!OU Yahoo! khng cho bit v ngn sch s c phn b nh

th no cho tng th trng, nhng theo ngun thng tin t cng ty th ti th

http://void%280%29/http://void%280%29/http://void%280%29/http://void%280%29/


30/48


trng Anh l 9 triu bng. Ngoi ra, cn c tin hnh trn cc th trng ln

khc l M, n , Php, Brazil, Canada, Hng Kng, Indonesia, Hn Quc v

i Loan. Chin dch cng bao gm qung co bo giy trn h thng cc tp

ch, nht bo Metro, The Guardian, GQ v Glamour.Bn cnh chin dch qung b hnh nh ngoi tri ti Trm in ngm

Lun n, Yahoo! s cho chy qung co trn mng li di ng v trang

ch - cc banner qung co trc tuyn s chng thc cho bn thy chin dch

Y!OU hp dn nh th no. Thm vo , cng c tm kim Yahoo!

Search s cho chy cc video qung co mt s dch v ch cht khi ngi

s dng tra cu cc t kha ca thng hiu trn trang ny. Yahoo! Mobile

th c chc nng cho php ngi s dng kt hp trang Yahoo! Yodel ti

nhc chung v in thoi.

Thng qua v d trn, c th tm gn hn hot ng marketing ca

Yahoo c thc hin theo phng php hn hp, kt hp rt nhiu phng

thc nh pr, buzz marketing,qung coYahoo to ra s nht qun trong

ton th phng thc marketing ca hng, to nn n tng thng hiu

mnh, ly yu t tnh cm, bn sc vn ha vng min lm nn tng cho cc

phng thc marketing thng hiu. Bn cnh vi s vt tri v mt k

thut mt vi sn phm, Yahoo lun to ra nhng ln sng Yahoo trn

ton th gii.

1.2.2 Cc hot ng h tr khc :

H thng thng tin: l nh cung cp cng ngh dch v mng hng

u th gii Yahoo xy dng h thng thng tin lin mng trn ton th

gii.

Xin gii thiu s phn tch thng tin ti Yahoo



31/48




32/48


1.3 Phn tch qun tr mi quan h :

Quan h ca Yahoo v khch hng :

Theodanh mc tho mn khch hng Mca trng H Michigan,

ch s ca Yahoo! tng ti 3,9% so vi nm trc v t 79 im. Trong khi

, ngi khng l tm kim Google ch cn 78 im, mt i 3,7%.

Xc nh khch hng lun l trng tm ca tt c mi chin lc m

Yahoo hng n, Yahoo lun c nhng ng thi quan tm n nhng yu

cu khch quan ln ch quan ca ngi s dng. Trong bn tuyn b s

mnh, vin cnh ca Yahoo, ta lun thy tm quan trng ca khch hng i

vi s thnh cng ca Yahoo. Tuy l mt cng ty i tin phong trong ngnh

cung cp dch v mng, song Yahoo khng bao gi xem vai tr ca khch

hng l th yu. Yahoo thnh lp mt b phn goi l Customer Advocacy

(B phn ng h khch hng ) lin kt hot ng thng nht ca Yahoo

i vi khch hng. Ngoi ra Yahoo l cng ty to ra c nhng ln

sng Yahooligan, nhng s kin nh su vo yu t tnh cm ca ngi. C

th ca nhng chnh sch ny xin c nu r phn sau.1.4 Phn tch tnh bn vng v cc ti sn chin lc :

nh gi tnh bn vng cc ngun lc, gi tr to nn li th cnh

tranh ca Yahoo, trong phn ny nhm chng ti xin nh gi mt vi gi tr

ring bit ca Yahoo :

* Ngun lc cng ngh, thng hiu v nhn lc

Ngun lc cng ngh: Yahoo c ngun cng ngh hng u th gii,

c bit l nhng dch v mi. Hin ti cng c search ca Yahoo nhng

tnh nng m cc cng c khc hin nay vn cha trin khai c cho php

nhn thy trc ni dung trang web, h thng lc thng minh...v d nh

hnh bn di. Ngoi ra tnh nng gi tm kim cng c Yahoo pht



33/48


minh trc tin. Dch v chia s nh Flickr n nay vn l dch v c cng

ngh c quyn m cc i th vn cha thay th c. Do vy trong tng

lai khng xa s bn vng v cng ngh ca Yahoo l rt ln. c bit

pht trin nhng cng ngh trn cc hng cn nhiu nm thc hin.Tuy vy cng cn nhn thy l vi s pht trin nhanh v cng ngh,

nn Yahoo khng th ly li th cng ngh l li th bn vng lu di mc

d n chim v th quan trng trong tng th chin lc

Thng hiu: thng hiu Yahoo ng hng th 81 th gii, cch qu

xa so vi thng hiu Google (23) tuy vy i vi nhn thc ca khch hng

Yahoo lun l thng hiu ng tin cy; bo mt cao; thn thin v lun i

tin phong trong cng ngh. Yahoo xy dng cho mnh mt thng hiu

da trn nhng chin lc pr, truyn khu hiu qu, to nn nhng s kin

nh su vo tnh cm ngi tiu dng, hn na Yahoo l mt trong nhng

thng hiu ni ting rt t khi vp phi nhng v kin tng, b bi nn hnh

nh thng hiu c gi vng. Do gi tr thng hiu ca Yahoo hin

ti rt bn vng, khng d g mai mt.

Nhn s: nhn s ca Yahoo c trnh chuyn mn cao, c Bill

Gates nh gi l li th rt ln ca Yahoo so vi cc i th. Trong qu trnh

pht trin ca mnh Yahoo tch hp nhng gi tr nhn lc t nhiu ngun,

t chnh ni b cng ty cho n nhng cng ty khc c Yahoo mua li.

Ngun nhn lc l ngun lc rt kh bt chc v tnh bn vng rt cao.

Nhn thc khch hng: Yahoo c s ng h ca rt nhiu th

trng trng im nh Bc M, Nht Bn. Nhiu dch v Yahoo vn chimth thng phong, thng hiu Yahoo khng mai mt. Trong khi cc i

th nh Google phi i mt vi nhng v kin tai ting v nhng xung

t vi chnh quyn nhiu nc. Cho nn nhn thc ca khch hng v



34/48


Yahoo hin nay vn cn vng bn. Bn cnh Yahoo p dng chin thut

truyn ming, cho nn s n su vo tm tr khch hng l rt su m.

1.5 Kt lun v li th cnh tranh ca Yahoo so vi cc i th

khc:Theo nhm nhng nguyn nhn to nn li th cnh tranh cho Yahoo l :

Cung cp dch v tin ch trc tuyn phc v cc hnh vi x hi

trong cng ng. Yahoo to ra mi trng cho cc hot ng tr tu,

xoay quanh mi quan h gia con ngi; nhn mnh lin kt gia

ngi dngphc v a mc ch, a tin ch, m rng cho tt c mingi v c nhiu phin bn a phng ha cho php chia s quan

im, suy ngh, thng tin v tng tc vi nhau. Thng qua cc dch

v nh Chat hay Blog

C nhiu dch v Yahoo p dng chnh sch hn ch ng k thnh

vin (v cc hnh vi khc) to ra s thm mun cc dch v trc

tuyn (to ln sng ng k thng qua hnh thc marketing truyn

khu)

To dng mt s tng hp ca mt chui cc cng ng vi m

c thm nhp su, ng thi xy dng cng truy cp hin i nht

th gii.

Xy dng nhn thc thng hiu mnh da trn ngi dng v

qung co

Yahoo cung cp cc dch v c tiu chun ho v t iu khin

linh hot - mt cng dng chn c c nhn ho cao phc v ktni trc tuyn - c giao din ngi s dng n gin, sch, bo mt

v n nh

Ngun nhn lc ca Yahoo lun t trnh rt cao, chnh Bill

Gates khng nh rng con ngi ca Yahoo chnh l im ng



35/48


gi nht ca Yahoo, v cng l ch ngm khin cho Microsoft quan

tm nht trong thng v mua li Yahoo

Cng ngh ca Yahoo c nn tng vng mnh qua nm thng thng

qua pht trin ni b Yahoo v cc cng ty c chnh Yahoo muali trong qu trnh pht trin.

Tnh cm l v kh li hi: C th ni rng mt trong nhng l do

Yahoo! ph bin hn ti Vit Nam l nh vo nhng hin tng nh

blog ca chng Joe ngi Canada s dng ting Vit ti tnh, blog

ca Trn Tuyn v s dng cm, ch cao chng chi li cn

bnh ung th him ngho, v rt nhiu nhng cuc vn ng t thin

v cc chng trnh cng ng khc. y c th xem l nhng c

"hch" qung b tch cc cho sn phm Yahoo! ti Vit Nam.



36/48


2. M hnh SWOT

SWOT

C HI(OPPORTUNITIES O)

O1: Chi ph qung covideo trc tuyn d kin stng 82%, khong 410triu USD.

O2: Yahoo! mua liFlickr.

O3: S dng ng truynbng thng rng.

O4: Yahoo! c mt i ngnhn vin hng hu, yti nng.

O5: Yahoo! thm nhpthnh cng vo cc thtrng chu nh hng ln

bi cc i th ca mnh.

E DA(THREATENS T)

T1: Theo kho st ca

Neilson v Net Rating,Google p ng nhu cu chokhong 50% nhng ngitm kim trc tuyn trongkhi con s ca Yahoo! l20%.T2: Ngi s dng thngcm thy kh chu bi ccmu qung co trc tuyn.T3: Cc i th cnh tranh

xut hin ngy cng nhiu.T4: Cc mng x hi nhMySpace v Facebook cng tham gia vo th trngqung co.T5: Google vt mtYahoo! v doanh thu.

IM MNH(STRENGTHS S)

S1: Yahoo! nh bi

Google trn th trngin thoi di ng.S2: Yahoo! c nhiu tnhnng h tr hn so vicc i th cnh tranh.S3: Yahoo! l mt thnghiu mnh c cngnhn.S4: Bt c ai truy cpInternet u c th sdng c.S5: L i tc ca MBL,VISA v NFL.

CC CHIN LC S-O

S3 O1: Sa sang li cc

trang web video hin ti vkhuyn khch qung cotrn trang web bng cchs dng thng hiu camnh PR cho sn phm.S5 O2: S dng Flickr nhl mt phng tin qungco mi cho quan h itc vi VISA, MLB v

NFL.

S4 O5: S dng chin lcm rng th trng nhm n cc nh qungco tim nng ti nhngnc ny.

CC CHIN LC S-T

S3 S5 T1: Tn dng s cng

nhn thng hiu ln vquan h i tc ca mnh viMLB, NFL v VISA thcy cc cng c tm kimtrn Yahoo!S3 T4: S dng uy tn thnghiu xy dng mt trangweb x hi ring.



37/48


IM YU(WEAKNESSES W)

W1 : Yahoo l trang webvideo ph bin th 5,trong YouTube

( thuc s hu caGoogle) vn gi v trc tn trn th trngvideo trc tuyn.W2 : Kt qu tm kimhnh nh ca Yahoo!gim i 3% mi nm.W3 : Kt qu tm kimca Google to ra doanhthu gp hai ln so vi

Yahoo!W4 : Thu nhp t qungco gim do c s c mtca Google v cc ith ln khc trn thtrng.

CC CHIN LC W-O

W1 O1: S dng video trctuyn qung co.

W1 O2: S dng Flickr nhl mt cng c phttrin mt trang web videott hn.W2 O2: Tng kh nng caFlickr o ngc ssuy gim trong tm kimtrn Yahoo!

CC CHIN LC W-T

W4 T1: Tng cng qungco cho Cng c tm kim tng ngi s dng.



38/48


- PHN III -

PHN TCH CHIN LC CP DOANH NGHIP CA TP

ON YAHOO

* Chin lc Yahoo theo ui :I. CHIN LC TNG TRNG TP TRUNG

1. Chin lc thm nhp th trng

Trong cc cch thc thm nhp th trng, Yahoo nh mnh vo

qung co. Vi i ng nhn vin c nng lc, Yahoo pht trin cc dch v

hin c trn th trng bng nhng n lc tip th mnh m v hiu qu.

T trc ti nay, phn ln cc website qung co ch m nhn chcnng h tr cc nh qung co trong vic truyn ti hnh nh qung co ti

my tnh c nhn ca ngi tiu dng. Tuy nhin, trong k hoch mi ln

ny, Yahoo! mun gia tng thm chc nng cha ng d liu v ngi truy

cp cho cc website qung co. thc hin c iu ny, chin lc ca

Yahoo! l tp trung hn na vo th trng cc phn mm h tr qung co,

cho php iu tra hnh vi ngi truy cp, nh: theo di s lng ln truy cp

vo mt website, phn ni dung no trn website c yu thch nht...v.v

Nh vy khi cc nh qung co mua li ch trn website qung co,

h ng thi c s hu mt lng thng tin qu gi v hnh vi ngi tiu

dng. T c th xy dng nhng qung co nh trng tm l v ph hp

vi th hiu ngi xem.

Tuy nhin Yahoo! vn gi kn mt s thng tin c th v k hoch Apex,

chng hn nh Apex c vn hnh nh th no v vi chi ph bao nhiu.

Cng ty ha hn rng cng ty s cng b nhng thng tin ny trong mt vi

nm ti.

2. Chin lc pht trin th trng



39/48


L mt tp on vng mnh v c mng li khp ton cu, tuy nhin

Yahoo lun hng ti nhng th trng mi l cc nc c tim nng cha

c khai thc nh Rp.

Theo tin cui thng 09/2009 th Yahoo c nh a ra li nghmua li Maktoob.com, mt trong nhng cng thng tin in t ting rp

ln nht th gii. G khng l Internet ang tm th trng mi trong bi

cnh b cnh tranh quyt lit chu u.

"Chng ti thy tim nng ln khu vc ny. Trong thi gian ti,

Internet s pht trin, thm nhiu ngi dng v thm nhiu qung co. V

vy chng ti quyt nh u t vo y", Nilsson ni.

Cng thng tin in t Maktoob c tr s Jordan, vi khong 16

triu ngi dng hng thng, Ahmed Nassef, gim c iu hnh Maktoob,

cho bit. Trong khu vc t Bc Phi n vng vnh, c khong 45-50 triu

ngi dng Internet. Con s ny vn tng u khong 30% theo chu k hng

nm, ha hn tim nng v cng ln.

Hussam Barhoush, mt chuyn gia phn tch cng ngh ca tp on

t vn Arab Advisors Group, tr s ti Jordan cho bit, nu tha thun

Yahoo - Maktoob thnh cng, h s phi iu tit thng tin ph hp vi

ngi dng trong khu vc hn, bi cch lm hin ti ca i th Google li

mang xu hng ton cu v khng thc s ph hp.

Ngoi ra, vi nhng th trng tim nng v mi pht trin nh Vit

Nam, Yahoo cng y mnh nhiu chin lc hot ng trong nm nay. C

th l xy dng v cung cp dch v trn internet bng ting vit ; tp huntrin khai s dng internet cho ngi dn v cc trng hc.

http://vatgia.com/hoidap/quicksearch.php?keyword=internethttp://vatgia.com/hoidap/quicksearch.php?keyword=gi%C3%A1m+%C4%91%E1%BB%91chttp://vatgia.com/hoidap/quicksearch.php?keyword=internethttp://vatgia.com/hoidap/quicksearch.php?keyword=gi%C3%A1m+%C4%91%E1%BB%91c


40/48


3. Chin lc pht trin sn phm

Yahoo lun ch trng vic pht trin sn phm mi v ci tin cc sn

phm hic c khai thc mnh m v hiu qu hn nhng th trng c

ca doanh nghip.Cc trang qung co trc tuyn truyn thng v trong cng c tm

kim y li nhun ca Yahoo ln cao. Hin cng c tm kim ca Yahoo

c th snh ngang vi Google v ngy cng c nhiu ngi s dng.

Theo nh gi ca gii chuyn mn, Yahoo.com l trang web c truy cp

nhiu nht trn th gii v cung ng cc dch v nh l trang qung co

t nhn, m nhng ngi s dng phi tr mt l ph.

Bn cnh vic tip tc tng trng s lng ngi s dng, Yahoo c

nh s xy dng mt hnh nh Yahoo! Vit Nam tr trung, nng ng

hn. Trc y, Yahoo! ch tp trung vo 2 sn phm ch lc l Messenger

v Mail. Hin nay, tnh nng gii tr c ch trng nhiu hn thng qua

cc sn phm tin tc, th thao, games. D kin cng ty cn cho ra nhiu sn

phm mi trong cui nm 2010.

Bn cnh , tt c cc tnh nng s c nng cao v tng kh nng

lin kt v tng tc, chng hn, i vi Yahoo! Messenger, ngi dng c

th chi games hay gi in t my tnh ti in thoi ch khng ch n

thun t my tnh ti my tnh nh trc.

Yahoo! cng s m rng hp tc vi mi i tc cng pht trin

ngnh cng nghip trc tuyn nh hp tc vi nh pht trin games Match

Moves tung ra Yahoo! Games.II. CHIN LC HI NHP

1. Chin lc hi nhp bn trn

L chin lc nhm tm kim s tng trng bng cch thm nhp v

thu ht nhng ngi cung cp ci thin doanh s, li nhun. Nhm to



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thm nng lng trong cuc ua vi cc i th cnh tranh Yahoo hp

tc vi cc nh cung ng vi nhng v d c th nh sau :

Nm 2002 v 2003, tham gia lin minh chin lc vi BT Openworld

- nh cung cp dch v Internet hng u ca AnhNm 2007, Yahoo tham gia lin minh vi SanDisk, nh cung cp

phn cng

Tp on Yahoo, s hp tc ca hng bo mt Symantec, cng b

gi phn mm bo mt Internet c tn gi l Norton Internet Security. Gi

phn mm ny c thit k bo

v ngi dng trnh khi nhng mi

e da trc tuyn nh virus hay

phn mm gin ip. Vi tha thun

mi ny, Yahoo c cng c

cnh tranh vi cc gi sn phm

tng t m cc i th ang trin

khai lin quan n vn bo mt.

Vodafone v Yahoo! hnh thnh mt lin minh chin lc, vi s

gp sc v chuyn mn ca c hai bn, nhm to nn mt cuc cch mng

trong qung co di ng. S hp tc ny ha hn khng ch s gip khch

hng tng thm vn hiu bit v di ng m cn mang li ngun doanh thu

ng k cho c hai cng ty. Qua s hp tc ny, Yahoo! s tr thnh i tc

qung co trc tuyn c quyn ca Vodafone ti Anh. B su tp sn

phm v dch v khng l ca Vodafone s c cung cp nhng nhngmu qung co c ng dng cng ngh mi nht ca Yahoo!. i ng kinh

doanh v k thut ca Yahoo! s hp tc cng Vodafone trong vic khai thc

li nhun t li th qung co ring bit ca di ng, ng thi chia s



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nhng kinh nghim cho php vi khch hng v vi nhng ngi lm qung

co khc.

2. Chin lc hi nhp bn di

L chin lc tm kim s tng trng trn c s thm nhp va thuht trung gian phn phi v tiu th sn phm ca doanh nghip. Yahoo

hp tc vi cc nh phn phi vi nhng v d c th nh sau :

Nm 1998, Yahoo! tin hnh mua li Viaweb, i tn thnh Yahoo!

Store

Nm 1999, Yahoo! mua li Yoyodyne Entertainment Inc, mt doanh

nghip ng u trong lnh vc marketing trc tip Internet. Sau khng

lu, Yahoo! mua GeoCities v Broadcast.com

Nm 2000 Yahoo! mua li eGroups nhm m rng v hon thin dch

v th in t.

Nm 2001 Yahoo! mua li HotJobs, mt cng ty phn mm cung cp

gii php tuyn dng

Nm 2002 v 2003, Yahoo! tip tc mua li c my tm kim Inktomi

v tp on Overture Services Inc.

Nm 2005 Yahoo! tin hnh mt lot cc hot ng mua li nh vi

Flickr (dch v chia s nh), DialPad Communications (nh cung cp dch

v VoiP), Upcoming.org (trang web v cc s kin x hi sp din ra),

Whereonearth.com hay del.icio.us.

Nm 2006 ca Yahoo! bt u bng s kin mua li trang webjay.org,

trang web chia s cc playlist (danh sch) nhc,Nm 2007, Yahoo! mua li MyBlogLog v Right Media, cng ty hng

u v qung co trc tuyn v mng qung co trc tuyn ni ting

BlueLithium.

Ngy 20/6/2008 , Yahoo! mua li Rivals.com



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Nm 2009 Yahoo mua li cng ty qun l nh Xoopit v Inquisitor,

mt startup cung cp plug-in cho cc trnh duyt ph bin

3. Chin lc hi nhp ngang

trong lch s pht trin ca mnh Yahoo cng tham gia nhiu linminh chin lc nh sau:

Nm 2000, Yahoo! tham gia lin minh chin lc vi Google cho

php ng ti kt qu ca Google trn trang web ca Yahoo!.


phn phi qung co trn mt s kt qu tm kim v trn mt s trang web

ca Yahoo M v Canada.

Cng trong nm 2008, IBM, Yahoo bt tay nhau thnh lp lin minh

chng li Google

Ngy 29/7/2009: Microsoft v Yahoo tuyn b tr thnh i tc trong

lnh vc tm kim Internet v kinh doanh qung co, a quan h lin minh

gia hai bn ln tm cao mi, m ng cho mt cch mng trong cng

nghip dch v trc tuyn.

Quan h gia Yahoo v i th cnh tranh : c th ni mi quan h

gia Yahoo v cc i th cnh tranh l Google hay Microsoft l mi quan

h phc tp v tnh cht hai mt ca n, va hp tc cng pht trin va cnh

tranh gay gt.

V hp tc: th hin qua nhng v d nh sau:


phn phi qung co trn mt s kt qu tm kim v trn mt s trang webca Yahoo M v Canada.

Ngy 10/4/2009: Yahoo v Microsoft cng tuyn b ti khi ng

m phn nhm to ra mt lin minh qung co. Bn tha thun c th cho



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php Microsoft bn cc qung co tm kim thay Yahoo, v i li, Yahoo

s bn cc qung co hin th trn cc sn phm ca Microsoft.

Nh vy cho thy s hp tc gia 3 hng th hin s quan tm v

cng chia s li nhun nhng phn on th trng m c 3 hng u cth phn ln, hn na vi s pht trin nh v bo hin nay ca cng ngh,

xu hng hp tc l xu hng tt yu ca cc cng ty kinh doanh dch v

trc tuyn.

V cnh tranh: cnh tranh gia Yahoo, Google, Microsft l mt trong nhng

cuc cnh tranh rt khc lit. T ch l g dn u ngnh cng ngh dch v

mng hin nay, Yahoo b Google qua mt nhiu phn on nh tm

kim. Yahoo lin tc cch tn chin lc, tham gia vo cc lin minh chin

lc vi nhiu hng th 3 to ra nng lc cnh tranh vi cc i th. Vi

v th hin ti Yahoo hon ton khng h thua km cc i th tuy vy im

yu nht ca Yahoo trong nhng nm qua l khu marketing. T nhng nm

2007 n ny Yahoo rt t khi c nhng chin dch marketing tm c, trong

khi nhiu mng dch v Yahoo ra i khi Google c ch ng vng

chc cho nn s cnh tranh i bn rt khc lit. Bn cnh vic mua li

Yahoo ca Microsoft khin cho tnh hnh kinh doanh ca Yahoo thm kh

khn, mu thun ni b tng cao. Cuc ua ca c ba hng ang n nhng

giai on rt khc lit tuy cc bn lun tha nhn s cn thit phi hp tc

vi nhau cng pht trin.

III. CHIN LC A DNG HA

1. Chin lc a dng ha ng tmi km vi cc chin lc trn, trong lch s hnh thnh v pht trin

ca mnh Yahoo tin hnh a dng ha rt nhiu dch v, t nhng dch

v cn bn nht nh Yahoo search, Yahoo messenger, t ch ch ng dng



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trn nn web thp ln n nn mng 2.0. Cc sn phm mi lun c lin h

mt thit vi h thng sn xut cc sn phm ca doanh nghip.

2007 2008 2009

Qu trnh a dng ha, lin minh ti Yahoo trong nhng nm gn y.

Cc phin bn c nng cp thng xuyn p ng nhu cu ca

ngi dng v tch hp nhiu tnh nng hn. Ly v d nh: Khng chu lp

v trong cuc cnh tranh khc lit trn th trng webmail vi hai i th

ng gm l GMail v Hotmai, Yahoo! thng bo sp ti hng s pht hnh

mt phin bn Yahoo! Mail sng sa hn, chy nhanh hn v tch hp cc

tnh nng x hi nhiu hn. Yahoo! cng mun lm cho dch v mi ca

mnh mang nhiu tnh nng x hi hn. Ging nh Gmail v Hotmail,

Yahoo! s tch hp kh nng hin th cc bc nh xem th khi c ai gi

mt lin kt t YouTube hay Flickr. Ngoi ra, ngi dng cng c th tchhp c mt slideshow ca Flickr vo trong e-mail.



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2. Chin lc a dng ha ngang

Ngoi ra, Yahoo cn pht trin chin lc a dng ha da trn s i

mi v m rng hng lot sn phm, dch v mi. V d nh a cc b g

ting vit, cc Plugin, cc avarta dnh ring cho cng ng Vit NamNgoi ra, dch v tiu blog mi nht ca Yahoo c tn Yahoo Meme

va chnh thc bt u cho php mi ngi c th ng k v s dng. Dch

v tiu blog ny rt c th s l i th xng tm vi Twitter trong nay

mai. i vi ngi dng Yahoo Meme c th tha h tri nghim nhng tnh

nng tht c o nh khng gii hn k t v s dng trc tip trn vn

bn text, hnh nh, video v audio trong qu trnh ng ti bi vit.

Ngoi ra, cn c nhng dch v hin i nh Yahoo Finance, Yahoo

Tv, Yahoo Movies

3. Chin lc a dng ha hn hp

Chin lc ny l s kt hp gia hai chin lc trn, vi mc ch

chnh m Yahoo mun hng ti l tng quy m v th phn mt cch

nhanh chng nht, vt qua khi b tc hin ti. y chnh l chin lc

mc tiu m Yahoo ra v thc hin.

IV. NH GI CHIN LC

Trong nhng chin lc c Yahoo p dng trn th chin lc chnh

l hi nhp. Mc ch chung chin lc ny l m rng quy m cng

nh cc mi quan h nhm nhanh chng nm bt li th phn ng thi pht

trin v m rng mng li nhanh chng. Vi xu hng hi nhp ton cu,

th y l mt iu kin cng nh bc tin phong tt yu m Yahoo hng

ti v lm mc tiu chin lc ca h.

Ni v chin lc thun chiu l ni n chin lc mua li. nh gi

chin lc ny, chin lc mua li to cho Yahoo nhng nng lc c bit,



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cng c thm li th cnh tranh ca Yahoo. C nhng dch v mua li ca

Yahoo n nay pht huy tc dng rt ln cho tng th kt qu kinh doanh

ca Yahoo v d nh dch v chia s nh Flickl (trang web v tng hp dch

v chia s nh s mt th gii). Do vy trong ngun gc to nn li th cnhtranh ca Yahoo hin nay, chin lc mua li em li rt nhiu thnh

cng. Tuy vy c nhng hu qu ng tic do vic mua li to ra, s

khc bit vn ha nhiu lc y Yahoo n nhng tranh chp ni b dn

n nhng cuc thay i ln i ng lnh o ca Yahoo trong nhng nm

gn y.

Hay khi ni n hi nhp ngang, ta khng th khng nhc ti nhng

u im m n mang li. c th cnh tranh trc tip vi cc i th cnh

tranh chnh l Google v Microsoft, th y l la chn chin lc gn nh

bt buc ca Yahoo. Hn na so vi chin lc mua li, chin lc lin

minh Yahoo p dng vo nhng phn khc sn phm m Yahoo hin c

tim lc tuy cn yu t, cn chin lc mua li to nn s a dng v

dch v ca Yahoo. Tuy nhin cng cn thy rng Yahoo cn lin minh i

vi chnh cc i th cnh tranh chnh, iu ny th hin s ph thuc gia

cc cng ty trong cng ngnh kinh doanh dch v mng.

Mt vi nh gi ca cc Tp ch ni ting v Yahoo :



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KT LUN

Yahoo! Inc l mt tp on internet hng u th gii v l mt trongnhng a ch internet c lng ngi truy cp nhiu nht trn ton cu.

Mc d tui i cn non tr (mi thnh lp c 10 nm) tuy nhin, vi

tim lc ca mnh Yahoo! lun hng ti vic nng cao li ch cng ng

cho nhng ngi s dng, cc cng ty, n v cung cp ni dung s v pht

trin mng bng vic to ra cc sn phm v dch v thit yu, c xy

dng trn nn tng l s tin cy.

Qua vic nghin cu cc chin lc cp doanh nghip ca tp on

Yahoo! Inc chng ta c th hiu c tnh hnh hot ng ca tp on

Yahoo v nhng quyt nh sng sut v nhy bn ca ban qun tr cng ty

gip a Yahoo t mt tn tui v danh tr thnh mt tp on dch v

Internet ln mnh hng u th gii. Vi tm nhn chin lc xut sc ca

mnh, Yahoo xng ng vi nhng thnh cng nh ngy hm nay.

V thi gian cng vi nhng kin thc c hn, nhm chng em xin

trnh by nhng tm hiu ca mnh v tp on Yahoo nh trn. Mong thy

c c v gp cho bi lm ca nhm c hon thin hn. Em xin chn

thnh cm n.

Quan Tri Chien Luoc Moi Oto

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