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1/87

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LI CM N.

Qua 4 thng thc tp v hc tp ti Tng cng ty hng khng Vit Nam em

nhn c s gip tn tnh ca cc c, ch, cc anh, ch trong cng ty Emxin chn thnh cm n.

c bit em xin chn thnh cm n thy gioHong Vn Thnh (l ngi

trc tip hng dn) cng cc thy c gio trong khoa KSDL gip em,

truyn t cho em nhng kin thc c bn, nn tng em c th hon thnh

c ti nghin cu ca mnh. Nhng kin thc l hnh trang em vit

c bi lun vn ny.

Mt ln na em xin chn thnh cm n!

Sinh vin

Minh Phng

Minh Phng K40B4 1


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MC LC

LI CM N................................................................................................................................ 1LI NI U ................................................................................................................................4Chng I: C S L LUN V GII PHP MARKETING NHM THU HTKHCH TRONG KINH DOANH VN CHUYN KHCH DU LCH ...............................6

1.1. Cc khi nim c bn .........................................................................................................61.1.1. Du lch v khch du lch ...............................................................................................6

1.1.1.1. Du lch ....................................................................................................................61.1.1.2. Khch du lch .........................................................................................................6

1.1.2 Doanh nghip kinh doanh vn chuyn khch du lch: ...................................................71.1.2.1 Doanh nghip du lch ( theo Lut du lch Vit nam ) .............................................71.1.2.2Kinh doanh vn chuyn khch du lch .....................................................................7

1.1.3 Marketing du lch v nhng khc bit ca n ................................................................81.1.3.1. Marketing du lch ...................................................................................................8

1.1.3.2. Nhng khc bit ca Marketing du lch ..............................................................101.2. Cc gii php Marketing thu ht khch du lch ca doanh nghip vn chuyn hnhkhch .........................................................................................................................................11

1.2.1. Phn on, la chn v nh v trn th trng mc tiu........................................... 111.2.1.1. Phn on th trng: ...........................................................................................111.2.1.2 La chn th trng mc tiu ...............................................................................131.2.1.3.nh v sn phm trn th trng mc tiu ...........................................................14

1.2.2 Hoch nh Marketing Mix v cc chnh sch Marketing nhm thu ht khch ......151.2.2.1. Chnh sch sn phm............................................................................................151.2.2.2. Chnh sch gi...................................................................................................... 171.2.2.3.Chnh sch phn phi............................................................................................20

1.2.2.4.Chnh sch xc tin .............................................................................................. 231.2.2.5.Yu t con ngi ..................................................................................................261.2.2.6. To sn phm tron gi v lp chng trnh .........................................................271.2.2.7 Quan h i tc......................................................................................................28

1.3 c im nhu cu v hnh vi mua ca khch Du lch Nht Bn................................291.3.1 Khi qut v th trng khch Nht Bn ...................................................................29

1.3.2 c im tiu dng ca khch Nht ............................................................................301.3.3 c im tm l ca ngi Nht Bn ..........................................................................321.2.3. Cc yu t nh hng ti quyt nh i du lch ca ngi Nht Bn .......................35

Chng II: THC TRNG KINH DOANH V GII PHP MARKETING THU HTKHCH NHT BN CA TNG CNG TY HNG KHNG VIT NAM ....................39

2.1 Khi qut v hot ng kinh doanh ca Tng cng ty .................................................392.1.1 Qu trnh hnh thnh v pht trin ca Tng cng ty ..................................................392.1.2 C cu t chc, c s vt cht ca Tng cng ty ........................................................412.1.2 Kt qu hot ng kinh doanh ca Tng cng ty nm 2006- 2007 ............................43

2.2 Thc trng gii php Marketing thu ht khch Nht Bn ca Tng cng ty hngkhng Vit Nam .......................................................................................................................45

2.2.1 Phn on th trng, la chn th trng mc tiu v nh v sn phm ..................452.2.2 Hoch nh Marketing mix v cc chnh sch Marketing ca Tng cng ty ..........50

2.2.2.1. Cc chnh sch Marketing-mix: ..........................................................................502.3.nh gi chung v gii php Marketing thu ht khch Nht......................................61

Chng III: HON THIN CC GII PHP MARKETING NHM TNG CNG

THU HT KHCH DU LCH NHT BN TI TNG CNG TY HNG KHNGVIT NAM ...................................................................................................................................63

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3.1 C s xut .....................................................................................................................633.1.1 D bo xu hng pht trin du lch ca ngnh du lch Vit Nam..............................633.1.2 Phng hng pht trin ca Tng cng ty hng khng quc gia Vit Nam ............643.2. xut hon thin gii php Marketing nhm tng cng thu ht khch du lch NhtBn ca Tng cng ty............................................................................................................65

3.2.1 Hon thin phn on th trng, la chn th trng mc tiu v nh v sn phm:................................................................................................................................................653.2.2 Hon thin Marketing- mix i vi th trng khch du lch Nht Bn.....................66

3.2.2.1 i vi on th trng khch du lch Nht Bn c thu nhp thp.....................673.2.2.2 i vi th trng khch du lch Nht Bn c thu nhp cao...............................74

3.3 Mt s kin ngh v m......................................................................................................793.3.1 i vi Chnh ph v Tng cc du lch ......................................................................793.3.2 i vi S du lch H Ni v UBND TP H Ni ......................................................84

KT LUN ..................................................................................................................................87

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LI NI U

Ngy nay, du lch c coi l mt ngnh kinh t quan trng ca t nc.Chnh ph v nhn dn ta cng ngy cng coi trng ngnh du lch v xc nh

du lch l mt ngnh kinh t mi nhn. Vi xu th pht trin ca mnh, ngnh du

lch c nhng ng gp ng k cho GDP. Bn cnh , du lch Vit Nam

v ang hi nhp cng th gii, nh gia nhp t chc Du lch Chu Thi Bnh

Dng v l thnh vin th 11 trong t chc ny. Hin nay Du lch Vit nam

ang qung b sn phm du lch ca mnh vi th trng du lch th gii l: Vit nam v p tim n. Trong vic pht trin bn vng v lu di lun

c t ln v tr hng u. Du lch Vit nam tp trung vo thu ht cc th

trng khch ln nh Ty u, Bc M, Trung Quc, Nht,

Nht Bn l mt t nc rng ln v pht trin vi i sng ca ngi

dn cao nht nh ti Chu . Mc d cc on khch Nht Bn n vi Vit

Nam khng phi l ln, do yu cu v cht lng dch v ca h kh cao.Nhng ngnh du lch Vit Nam vn k vng vo th trng ny s ngy cng

em li cho GDP mt ngun thu ln, v thu nhp bnh qun trn u ngi ca

ngi Nht Bn cao v xu hng ngy cng tng. Do nhu cu du lch ca h

cng tng ln v cc chi tiu cho du lch cng tng ln.

Xc nh c nhu cu ny, Tng cng ty hng khng Vit Nam cng tp

trung vo khai thc th trng khch du lch Nht Bn. Vi li th v vnchuyn hng khng nhanh chng, to iu kin cho ngi dn hai nc c

th bun bn, thm thn, giao dch, du lchTrong tng lai Tng cng ty s

tp trung vo khai thc th trng ny. V th em chn ti: Gii php

Marketing nhm tng cng thu ht khch du lch Nht Bn ca Tng cng ty

hng khng Vit nam ( Vietnam Arilines ) .

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Vi ti nghin cu ny, em k vng Tng cng ty hng khng s ngy

cng thu ht c nhiu khch du lch Nht bn hn v s ng gp cho ngn

sch mt ngun thu ng k.

Mc tiu nghin cu ca ti ny l tm ra cc gii php Marketing

tng cng thu ht khch Nht Bn trong thi gian ti. i tng nghin cu

chnh ca ti ch xoay quanh khch du lch Nht Bn v cc cng c

Marketing nhm thu ht v tha mn nhu cu ca khch du lch Nht Bn.

Phm vi nghin cu ca ti ch gi gn trong Tng cng ty hng khng

Vit Nam.

ti c chia lm 3 phn chnh:

-Phn 1: C s l lun v gii php Marketing nhm thu ht khch trong

kinh doanh vn chuyn khch du lch.

-Phn 2 : Thc trng kinh doanh v gii php Marketing thu ht khch

Nht Bn ca Tng cng ty hng khng Vit Nam.

-Phn 3 : Hon thin cc gii php Marketing nhm tng cng thu ht

khch du lch Nht Bn ca Tng cng ty hng khng Vit Nam.

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Chng I: C S L LUN V GII PHP MARKETING

NHM THU HT KHCH TRONG KINH DOANH VN

CHUYN KHCH DU LCH

1.1. Cc khi nim c bn

1.1.1. Du lch v khch du lch

1.1.1.1. Du lch

Theo WTO: Du lch l tt c nhng hot ng ca con ngi ngoi ni c

tr thng xuyn ca h khng qu 12 thng vi mc ch ngh ngi, gii tr,

cng v va nhiu mc ch khc.

Theo Lut du lch: Du lch l hot ng ca con ngi ngoi ni thng

xuyn ca mnh nhm tha mn cc nhu cu thm quan, gii tr, ngh dng

trong mt khong thi gian nht nh.

Du lch c th hiu mt cc tng qut l tng hp cc mi quan h, hin

tng v hot ng kinh t bt ngun t cuc hnh trnh v lu tr tm thi ca

mt du khch nhm tha mn cc nhu cu khc nhau vi mc ch ha bnh hu

ngh.

1.1.1.2. Khch du lch

C rt nhiu cch hiu khc nhau v khch du lch ng trn cc gc

khc nhau:-Lin on quc t cc t chc du lch (tin thn ca t chc du lch th

gii):

Khch du lch l ngi li ni tham quan t nht 24h qua m v l do

gii tr, ngh ngi hay cng vic nh: thm thn, tn gio, hc tp, cng tc.

-Theo Lut du lch Vit Nam:

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Khch du lch l ngi i du lch hoc kt hp i du lch ,tr trng hp

i hc, lm vic hoc hnh ngh nhn thu nhp ni n.

Nh vy, khch du lch l nhng ngi ri khi ni c tr thng xuyn

n mt ni khc vo thi gian m h rnh ri nhm tha mn nhng mc ch

v vt cht nh an dng, mua smhay nhu cu v tinh thn nh nng cao

hiu bit, phc hi sc khe, tng cng bn ngbng vic tiu th cc dch

v m ni n cung cp.

1.1.2 Doanh nghip kinh doanh vn chuyn khch du lch:

1.1.2.1 Doanh nghip du lch ( theo Lut du lch Vit nam )Doanh nghip du lch l t chc kinh t c tn ring, c ti sn, c tr s

giao dch n nh, c ng k kinh doanh theo quy nh ca php lut nhm

mc ch thc hin cc hot ng kinh doanh du lch.

Doanh nghip du lch l mt t chc sng, l mt ch th hot ng kinh

doanh du lch, l mt n v kinh t c s ca ngnh du lch, sn xut v cung

cp cc sn phm v dch v du lch trn th trng, l ni to ra thu nhp qucdn.

Doanh nghip du lch l mt h thng m c quan h cht ch vi mi

trng kinh doanh. Mi doanh nghip l mt t bo trong h thng phn cng

lao ng ca x hi ni chung v ngnh du lch ni ring. Doanh nghip du lch

l mt n v cung ng trn th trng du lch, ng thi l mt n v tiu th.

1.1.2.2Kinh doanh vn chuyn khch du lch

Vn chuyn khch du lch l mt b phn vn ti hnh khch ni chung,

nhng vn chuyn khch du lch i hi c cht lng cao hn v ph hp vi

c im i du lch theo on.

Kinh doanh vn chuyn khch du lch c thc hin bi cc n v

chuyn trch, c phng tin vn ti v c i ng nhn vin vn ti ph

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hp. Vn chuyn khch du lch c th l b phn thuc n v vn ti hnh

khch ni chung, c th l mt b phn thuc doanh nghip du lch.

Vn chuyn khch du lch l mt khu, n c v tr quan trng trong mt

chuyn v chng trnh du lch, yu t quyt nh cht lng vn chuyn khch

du lch l phng tin vn chuyn, trnh nhn vin iu khin v cng vi

cc dch v khc trong qu trnh vn chuyn.

Du lch gn lin vi s di chuyn v cc chuyn i v vy vn chuyn du

lch tr nn khng th thiu c trong ngnh du lch. Tham gia vo vn chuyn

du lch c cc ngnh hng khng, ng b, ng st, ng thy. Tuy nhin

mi loi phng tin vn chuyn thng c nhng u, nhc im v ph hp

vi tng chuyn i c khong cch, mc ch v chi ph nht nh.

i vi phng tin vn chuyn hng khng: y l loi phng tin hin

i, tin nghi, c tc nhanh ph hp vi xu th ton cu ha du lch. Trong

du lch quc t th vn chuyn bng ng hng khng chim v tr quan trng

hng u, ng thi n thng chim mt t trng kh ln trong ton b chi tiu

cho chuyn i ca du khch.

1.1.3 Marketing du lch v nhng khc bit ca n

1.1.3.1. Marketing du lch

*Theo t chc du lch th gii (WTO): Marketing du lch l mt trit l

qun tr m nh nghin cu, d on, tuyn chn da trn nhu cu ca du khch

c th em sn phm du lch ra th trng sao cho ph hp vi cc mc ch thu

nhiu li nhun cho t chc du lch .

* Marketing du lch: l mt lot phng php k thut nhm tha mn

nhng nhu cu khng ni ra hoc ni ra ca khch hng, c th l mt mc ch

tiu khin hoc mc ch khc.

* Marketing du lch l tin trnh nghin cu, phn tch nhng nhu cu ca

du khch du lch, sn phm du lch v nhng phng thc cung ng, h tr

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a khch n vi sn phm nhm tha mn nhu cu ca h, ng thi t c

mc tiu ca doanh nghip du lch.

* Theo M. Morrison nh ngha Marketing l hnh v khch sn da trn

su nguyn tc sau:

+ Tha mn nhu cu v mong mun ca khch hng. Vn c bn ca

Marketing l tp trung vo nhu cu ca khch hng, nhng g m khch hng

mun.

+ Bn cht lin tc ca Marketing l mt hot ng qun l lin tc ch

khng phi ch quyt nh mt ln l xong.+ S ni tip trong Marketing ng vai tr then cht: nghin cu nhm

nm bt nhu cu mong mun ca khch hng m bo Marketing c hiu

qu.

+ S ph thuc ln nhau ca cc cng ty l hnh v khch sn c nhiu c

hi hp tc trong Marketing.

+ Kt qu ca Marketing chnh l s n lc ca cc b phn, cc c nhn

trong doanh nghip.

T nhng nguyn tc cn bn trn, Marketing l hnh khch sn c nh

ngha nh sau:

Marketing l hnh khch sn l mt qu trnh lin tc ni tip nhau, qua

cc c quan qun l trong ngnh cng nghip l hnh v khch sn lp k

hoch, nghin cu, thc hin, kim sot, nh gi cc hot ng nhm tha mn

cc nhu cu v mong mun ca khch hng v nhng mc tiu ca cng ty, ca

c quan qun l . t c hiu qu Marketing cao nht i hi c s c

gng ca mi ngi trong cng ty v nhng hot ng ca cc cng ty h tr

khc.

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1.1.3.2. Nhng khc bit ca Marketing du lch

Do c trng ca dch v du lch v kinh doanh du lch dn n Marketing

du lch c nhng khc bit so vi Marketing hng ha v cc dch v khc. C

th nu nhng khc bit c th ca Marketing Khch sn du lch nh sau:

Do hot ng kinh doanh du lch c nhng c trng ring dn n

Marketing khch sn du lch ni chung c nhng im khc bit so vi

Marketing dch v:

- Trong du lch th thi gian khch hng tip cn vi sn phm ca doanh

nghip du lch ngn, dn n kh to ra tnh cm, s gn b, s trung thnh cakhch hng vi doanh nghip trong khi ,sai st d tc ng li nhng n

tng khng tt trong du khch.

- Hp dn mua sn phm dch v da trn tnh cm ca khch hng vi

doanh nghip l chnh:

+ Qu trnh to ra, chuyn giao l qu trnh c s giao tip trc tip gia

nhn vin v khch hng to ra tnh cm ca khch hng i vi doanh nghipdu lch.

+ L do mua dch v ca khch hng cn c nhiu yu t tnh cm v nhn

thc.

+ Markting du lch ch trng hn trong vic qun l bng chng.

Do tnh v hnh ca dch v nn khi mua, khch hng cm gic mo him

l rt cao. V vy, Marketing du lch phi khai thc nhng bng chng hu hnh

lin quan n dch v thuyt phc khch hng mua v s dng dch v ca

mnh.

+ Marketing du lch thng nhn mnh hn v hnh tng v tm c ca

doanh nghip. Cc doanh nghip c uy tn, cng b th th cng to n tng tt

vi khch hng.

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+ Dch v du lch vn rt a dng, nhiu loi hnh, nn knh phn phi

cng a dng v phong ph.

+ Marketing du lch ph thuc nhiu hn vo cc t chc b tr.

+ Vic sao chp dch v du lch l d dng v nhanh chng nn i hi

Marketing du lch phi nng ng hn.

+ Marketing du lch thng ch hn vo khuyn mi ngoi im cao.

Tm li, v nhu cu vi hot ng du lch l khng n nh trong khi kh

nng cung cp, cng sut cung ng ca cc doanh nghip du lch l c hn nn

cn qung b mnh m cung c th d dng gp cu.

1.2. Cc gii php Marketing thu ht khch du lch ca doanh nghip vn

chuyn hnh khch

1.2.1. Phn on, la chn v nh v trn th trng mc tiu.

1.2.1.1. Phn on th trng:

Phn on th trng l qu trnh phn chia ngi tiu dng thnh nhmtrn c s nhng im khc bit nhu cu, v tnh cch hay hnh vi.

a. xc nh c mt on th trng c hiu qu vic phn on th

trng phi t c nhng yu cu:

+ Tnh o lng c, tc l quy m v hiu qu ca on th trng

ph o lng c.

+ Tnh tip cn c, tc l doanh nghip phi nhn bit v phc v c

on th trng phn chia theo tiu thc nht nh.

+ Tnh quan trng, tc l cc on th trng phi bao ngm cc khch

hng c nhu cu ng nht vi quy m ln c kh nng sinh l c.

+ Tnh kh thi, tc l c th c ngun lc hnh thnh v trin khai

chng trnh marketing ring bit cho tng on th trng phn chia.

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b. Cc tiu thc phn on th trng:

+ Phn on theo a l: l chia th trng thnh cc nhm khch hng c

cng v tr a l. y l c s phn on c s dng rng ri nht trong

ngnh du lch v khch sn. N gip cho cc thng tin qung co c chuyn

trc tip ti nhng khch hng mc tiu.

+ Phn theo dn s hc: L chia cc th trng da theo nhng thng k,

c rt ra ch yu t cc thng tin iu tra dn s nh tu, gi tnh, thu

nhp

+ Phn on theo mc ch chuyn i: Vic phn on cn c vo ng choc nhu cu i du lch ca con ngi. Nh du lch thin nhin, du lch vn ho,

du lch th thao gii tr.

+ Phn on theo th tm l hc: th tm l l s pht trin cc hnh

thi tm l ca khch hnh v nhng nh gi trn c s tm l hc v nhng li

sng nht nh. Vic phn on ny l mt cng c tin on hu hiu v hnh

vi ca khch hng.+ Phn on theo hnh vi: L chia cc khch hng theo nhng c hi s

dng ca h, nhng li ch c tn kim, a v ca ngi s dng, mc gi, s

trung thnh vi nhn hiu

+ Phn on theo sn phm: Cch phn on ny dng mt s kha cnh

ca dch v phn loi khch hng. y l phng php ph bin trong kinh

doanh l hng v khch sn.

+ Phn on theo knh phn phi: Phn on theo knh phn phi khc vi

6 c s phn on trc, v y l cch chia ct cc khu trung gian phn phi

sn phm thng mi v du lch ch khng phi chia nhm khch hng.

Phn on ny chia cc khu trung gian l hnh hay cc doanh nghip du

lch theo chc nng v theo nhng c tnh chung m cc nhm chc nng cng

c.

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1.2.1.2 La chn th trng mc tiu

Phn on th trng m ra mt s c hi th trng, bc tip theo ca

tin trnh marketing c mc tiu l la chn th trng mc tiu.

Th trng mc tiu l th trng bao gm cc khch hng c cng nhu cu

hoc mong mun m cng ty c kh nng p ng, ng thi c th to ra u

th hn so vi i th cnh tranh v t c cc mc tiu marketing nh.

Cng ty c th quyt nh la chn th trng mc tiu theo 1 trong 5

phng n sau:

+ Tp chung vo mt on th trng: Ttng hp ny n gin nht, cngty c th chn mt on th trng n l c th cha sn mt s ph hp t

nhin gia nhu cu v sn phm ca cng ty.

+ Chuyn mn ho tuyn chn: Cng ty c th chn mt s on th trng

ring bit, mi on c s hp dn v ph hp vi mc ch v kh nng ring

cng ty

+ Chuyn mn ho theo sn phm: Cng ty c th tp trung vo vic sn

xut mt loi sn phm c c tnh nht nh p ng cho nhiu on thi

trng.

+ Chuyn mn ho theo th trng: Trong trng hp ny cng ty ginh n

lc tp trung vo vic tho mn nhu cu a dng ca mt nhm khch hng

ring bit.

+ Bao ph ton b th trng: Cng ty c gng p ng nhu cu ca mi

khch hng v tt c cc sn phm h cn.

p ng th trng, cng ty c th s dng 3 chin lc: marketing

phn bit, marketinh khng phn bit, marketing tp trung.

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1.2.1.3.nh v sn phm trn th trng mc tiu

Xc nh v th l vic xy dng mt dch v v Marketing hn hp nhm

chim c mt v tr c th trong tm tr ca khch hng th trng mc tiu,

ngha l c c nhng c im dch v ring bit hoc truyn t c v th

sn phm theo mt cch ring bit.

Cc yu t cn phi t c trong xc nh v th:

- To ra c hnh nh cho sn phm. y l s tng quan to mt n

tng thc s khc bit.

- Khc bit ha tn, nhn hiu dch v ca mnh so vi dch v ca i thcnh tranh

. t c cc yu cu , doanh nghip cn xc nh v th ca sn

phm theo 5 bc

- Chun b ti liu: xc nh nhng li ch quan trng nht em li cho

khch hng khi mua loi hnh dch v ca doanh nghip

- Quyt nh: quyt nh v hnh nh ca doanh nghip mong mun to ra

trong tm tr khch hng ti cc th trng mc tiu chn ca mnh.

- Khc bit ha: nhm c th vo i th cnh tranh m doanh nghip

mong mun to ra s khc bit v nhng th m doanh nghip cho l khc bit.

- Thit k: a ra c nhng khc bit ca sn phm v dch v v truyn

ti c nhng khc bit ny trong nhng tuyn b v v th v cc mt khcca marketing hn hp.

- Thc hin: thc hin tt nhng g m doanh nghip ha.

- Cc phng php xc nh v th

- Xc nh v th da vo nhng nt c trng ca sn phm

- Xc nh v th da trn li ch, gii php hoc nhu cu

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- Xc nh v th cho cc trng hp c th

- Xc nh v th i vi cc loi khch hng

- Xc nh v th i vi sn phm khc

- Xc nh v th da vo vic to khc bit cho sn phm

1.2.2 Hoch nh Marketing Mix v cc chnh sch Marketing nhm thu

ht khch

t c v th mong mun trn th trng mc tiu, cn p dng bin

php Marketing- mix ti u . Trong du lch, ngi ta s dng m hnh

Marketing mix tng qut gm 8 yu t: sn phm , gi, phn phi, xc tin,

con ngi, sn phm trn gi v quan h i tc.

1.2.2.1. Chnh sch sn phm.

Chnh sch sn phm l mt ni dung trong Marketing mix. N l xng

sng ca chin lc kinh doanh. Nu trong hoch nh khng s dng chnh

sch sn phm th cho d cc chnh sch marketing khc c thc hin tt n

u u khng c tc dng..

Chnh sch sn phm cc ni dung ch yu sau:

* Xc nh kch thc tp hp sn phm, dch v.

Ngy nay, cc doanh nghip khng kinh doanh mt loai sn phm m rt

nhiu sn phm dch v to thnh tp hp cc sn phm. Mc khc, cc khch

du lch thng s dng ng thi cc dch v: Lu tr, gii tr, vn chuyn

tho mn cc nhu cu khc nhau ca khch du lch, th doanh nghip Du lch

phi c nhiu loi v chng loi sn phm.

Tp hp sn phm ca doanh nghip phi phn nh c 4 thng s c

trng sau:

- B rng ca tp hp sn phm dch v: L tng s chng loi dch v c

trong doanh nghip.

Minh Phng K40B4 15


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- Chiu di ca tp hp sn phm dch v: L tng s cc loi dch v ca

chng loi dch v ni trn trong doanh nghip hoc s loi dch v trung bnh

trong cc chng loi.

- Chiu su ca tp hp sn phm dch v: L mc c th ho cc loi

dch v thnh cc phng n khc nhau tng ng cht lng khc nhau.

- Mc ng nht: phn nh s gn gi, ging nhau gia cc sn phm

ca cc chng loi khc nhau xt theo gc mc ch s dng cui cng.

* Pht trin sn phm mi:

Pht trin sn phm mi l hot ng quan trng nhm duy tr s tn ti vpht trin ca doanh nghip. L do pht trin sn phm mi l:

- Nhu cu ca khch hng lun i hi c tho mn vi nhng li ch

mi m nhng sn phn hin c ca doanh nghip khng th p ng c.

- S tin b, pht tin ca khoa hc cng ngh. Cc tin b ny lun c

p dng to ra sn phm mi.

- S cnh tranh ngy cng tr nn gay gt, khc lit hn nn xut hin

nhiu i th cnh tranh. Nhm thu ht v gi vng tp khch ca mnh m

doanh nghip a dng, lm mi sn phm.

- Mi sn phm dch v u c chu k sng nht nh. Phi nghin cu,

pht trin sn phm mi thay th sn phm c ni thi.

-Cc bc pht trin sn phm mi nh sau:

+ Hnh thnh tng: Hnh thnh thu thp tng mi. Cc doanh nghip

c th khai thc cc ngun pht sinh ra tng mi nh: Khch hng qu kh,

b phn nghin cu pht trin, t chc h tr Marheting, c bit l ca i th

cnh tranh.

Minh Phng K40B4 16


17/87


+ Sng lc tng: Loi b nhng tng khng kh thi khng ph hp

sng lc mt cch c hiu qu, khng b st tng hay, nhng khng gi

li nhng tng km kh thi.

+ Son tho v thm nh d n pht trin sn phm mi da trn c s

tng c gi li. Thc cht l hnh thnh phng n pht trin sn phm mi

sau khi la chn phng n ti u.

+ Son tho chin lc Marketing cho sn phm mi theo phng n la

chn. h tr cho phng n sn phm mi d kin th bc ny phi hoch

nh chin lc Marketing bao gm cc ni dung ch yu sau: nh v sn

phm, d kin chng trnh qung co khuyn mi trong giai on u, n nh

gi v chi ph

+ Thit k sn phm mi: Doanh nghip c th ho c tnh cht lng cc

dch v mi. y l bc hnh thnh cng thc sn phm mi, to ra dch v

phc v khch hng.

+ Th nghim dch v mi: nh gi cc thng s, cc c im mi vnh gi kh nng chp nhn th trng.

+ Thng mi ho: Tin hnh sn xut i tr, trin khai cc dch v mi

v xc nh bin php Marketing h tr.

1.2.2.2. Chnh sch gi.

Gi l mt yu t trong Marketing- mix nhng c vai tr c bit, lin quan

trc tip n doanh thu v li nhun.

Gi c mang nhiu tn gi khc nhau. ng sau ca nhng tn gi , cc

hin tng gi c lun mang mt ngha chung l: li ch kinh t c xc nh

bng tin. Trong cc cng c Marketing - mix ch c bin s gi c l trc tip

to doanh thu v li nhun thc t. Cn i vi ngi mua, gi c phi b ra

s hu v tiu dng hng ho. V vy nhng quyt nh v gi lun gi vai tr

Minh Phng K40B4 17


18/87


quan trng v phc tp nht m mt doanh nghip phi i mt khi son tho

cc hot ng Marketing cu mnh.

Chin lc gi c l vic xc nh mc tiu ca chin lc gi, la chn

phng php nh gi, cc chin lc gi ca cng ty. Trong kinh doanh sn

phm hng ho th chnh sch gi khc vi dch v:

Chnh sch gi ca dch v lm tng bng chng vt cht khch hng

cm nhn c t c th tn to c hnh nh ca dch v. Nu sn phm

cht lng tt th gi phi t cao tn vinh hnh nh ca chng ta.

Nu gi khng ng th vic truyn thng s c tc dng ngc li. Gi nh

hng n tt c cc phn ca knh phn phi, nhng ngi bn, ngi cung

cp, i th cnh tranh, khch hng,... tt c u chu tc ng ca chnh sch

gi. nh gi hp l s to dng mt knh phn phi hot ng tt, nh nhn

thng hiu cho cc dch v cng c th cho php chng ta thc hin chnh sch

gi cao. i vi hng ho bnh thng th nh gi da trn chi ph, cn i vi

hng ho dch v th nh gi da trn gi tr cm nhn ca khch hng, da vo

tnh hnh cnh tranh cn chi ph ch l nn ca gi. Trong dch v gi bao gm

gi trn gi ton phn hoc gi tng phn.

i vi mi doanh nghip th vic nh gi cho sn phm dch v ca mnh

u phi ph hp vi mc tiu ca doanh nghip. Mc tiu nh gi phi xut

pht t mc tiu ca doanh nghip v cht lng nh v sn phm m cng ty

la chn.

- Trong iu kin th trng y nhng bt li th mc tiu nh gi c th

lin quan ti mc li nhun trong tng lai m bo duy tr s tn ti. Li

nhun l trong tng lai cn trc mt m phi tn ti, b p chi ph thm ch

gi bn nh hn gi thnh.

- Mc tiu nh gi c th l ti a ho li nhun trong mt thi k nht

nh.

Minh Phng K40B4 18


19/87


- Mc tiu nh gi c th lm ti a ho doanh s: da trn nguyn tc

nh gi to ra th phn, gi thp hn th c th to ra nhiu th phn hn

xm nhp vo th trng mi.

- Mc tiu nh gi c th l khng nh v th ca mnh ging nh l

mt s c quyn (nh gi uy tn).

- Mc tiu nh gi trn c s mong mun thu hi u t trong mt thi

gian no y.

Qu trnh nh gi ca mt sn phm dch v gm 5 bc c bn:

+ Bc1: La chn mc tiu nh gi

+ Bc2: Xc nh nhu cu: Xc nh lng cu ca th trng, tt nht l

tm c ng cu ca th trng bng thng k kinh nghim. T xc

nh c co gin ca dng cu v xc nh c s ph thuc ca gi vo

ng cu.

+ Bc 3: Xc nh cu trc chi ph:

Tng chi ph = Chi ph c nh + Chi ph bin i.

Cn c vo chi ph xc nh im ho vn. Ngoi ra nu nm c cu trc

chi ph th s hiu c chi ph trong vic cung cp dch v nh th no theo

thi gian v mc nhu cu.C

+ Bc 4: Phn tch gi ca i th cnh tranh: Trong qu trnh phn tch

ny doanh nghip cn phi nm c nguyn tc, cu trc chi ph v hnh vinh gi ca i th cnh tranh. ng thi phi nm c cu trc chi ph, yu

t thi gian i vi s cnh tranh v gi trong dch v. V n lm cho doanh

nghip c c hi tng thu nhp, tn ti hay b ph sn.

+ Bc 5: La chn cc phng php nh gi thch hp:

. C th nh gi theo cch li v chi ph . (chnh l chi ph cng thm)

Gi bnG = Gi thnh + % gi thnh.

Minh Phng K40B4 19


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21/87


sc quan trng : nghin cu th trng, xc tin khuych trng, thng

lng, phn phi vt cht, thit lp cc mi quan h,...

Do c im ca sn phm l mang tnh v hnh l ch yu nn nu

khng c chnh sch phn phi hp l th sn phm c sn khng th bn c.

Cc chnh sch sn phm, chnh sch gi c lin quan cht ch vi chnh sch

phn phi.

* Mc tiu ca chnh sch phn phi

Mc tiu tng qut ca chnh sch phn phi ni chung l m bo vic

tiu th vi khi lng ln vi chi ph phn phi thp nht. ng thi gip chodoanh nghip nm bt c th trng v thch ng kp vi s thay i ca th

trng.

Theo P.Kotlet. Mt knh phn phi phi m bo c 5 ch tiu mc

m bo dch v sau:

- Khi lng tiu th qua knh hay cn gi l quy m ca l sn phm m

knh phn phi c th truyn ti c trong mt ln mua ca khch. Quy m locng ln th mc m bo v dch v cng thp v ngc li.

- Thi gian ch i: L s thi gian m khch hng phi ch khi mua dch

v. Trong phn phi dch v, doanh nghip c gng rt ngn thi gian ch i

ca khch.

- a im thun tin: To iu kin thun li cho khch khi mua sn

phm. V tr thun li gip cho khch c th thy sn phm, n cn to li th

cnh tranh cho doanh nghip.

- Sn phm a dng: Th hin chiu rng ca sn phm m knh m bo

chng loi sn phm phong ph khch hng s d dng la chn sn phm ph

hp vi nhu cu ca mnh.

- Dch v h tr: L nhng dch v ph thmi ngoi knh phn phi cungcp cho khch hng.

Minh Phng K40B4 21


22/87


* Cn c xy ng chnh sch phn phi.

Khi xy dng chnh sch phn phi sn phm dch v cn cn c vo:

- c im khch: Nhng yu t ca khch du lch. C cu khch. S phn

b a l. Khch tp trung th knh ngn, khch phn phi tn th knh di.

- Cc c tnh ca khch hng: Thi , hnh vi mua, qu trnh quyt nh

mua.

- c im sn phm, dch v: Doanh nghip nh tiu th sn phm no,

dch v no, n chi phi n chnh sch phn phi sn phm ca doanh nghip.

- Cn c vo cc loi hnh trung gian: La chn cc nh trung gian c uy

tn danh ting v cn c vo im mnh, im yu,kh nng ti chnh ca nh

phn phi.

- Cn c vo tnh trng cnh tranh trn th trng: Doanh nghip phi phn

tch cc knh phn phi ca i th cnh tranh. Mc cnh tranh ngy cng

quyt lit i hi knh phn phi ca doanh nghip cn c chi ph thp hn

nhung hiu qu hn so vi i th cnh tranh.

- c im ca doanh nghip: Sc mnh ti chnh, danh mc dch v, knh

qu kh v chnh sch Marketinh hin ti va doanh nghip.

- Cc c tnh ca mi trng: iu kin kinh t

* La chn knh phn phi.

Minh Phng K40B4 22

Sn phndu lch

Khch dulch

Th trng cnhn

i l bn l

Nh iu hnh dulch

Bn trc tip

Bn gi tour


23/87


Khi quyt nh knh phn phi cn phi cn nhc trn c s xem xt 3 yu

t: Loi hnh trung gian Marketing; S ngi trung gian v iu kin trch

nhim ca cc thnh vin trong knh.

Trong kinh doanh khch sn du lch c hai loi knh phn phi chnh l:

+ Knh phn phi trc tip:

Ngi sn xut ngi tiu dng

+Knh phn phi gin tip:

Ngi sn xut cc trung gian ngi tiu dng

Ngoi ra cc doanh nghip cn c th bn hng qua catalog, qua th, in

thoi, fax, ...

1.2.2.4.Chnh sch xc tin .

Cu sn phm dch v bao gi cng mang tnh thi v v tht thng.

Thng thng khi mua sn phm dch v ni chung khch hng rt cn cc li

khuyn ca cc chuyn gia nht l ca cc i l du lch. Do vy xc tin khng

nhng cho cc knh phn phi m cn phi xc tin cho bo ch, cng lun,

khch hng, ... Xc tin khng ch c qung co m phi thng qua cc knh

thng mi, knh x hi, knh sn xut,... Nhng ch bit rng knh truyn

thng knh con ngi l rt hiu qu. Cu v sn phm du lch rt nhy bn v

gi c v vi bin ng v tnh hnh kinh t. S trung thnh ca khch hng vi

cc nhn hiu khng su sc. Do vy mc ch ca xc tin l thuyt phc,

nhc nh khch hng mua sn phm ca mnh d l sn phm c hay mi, thm

ch l thay i cc quan nim, cc hnh nh,... ng thi xc tin thng bo cho

khch hng cc chng trnh du lch, cc sn phm dch v mi, trong kinh

doanh l hnh - khch sn v c tnh ca n. Hoc c th thuyt phc khch

hng mua cc chng trnh du lch. Trong kinh doanh du lch th truyn thng

Minh Phng K40B4 23


24/87


thuyt phc s c quan tm nhiu nht. V n c th sa i thi , thi quen

v cng c nim tin ca khch hng c trc v sau khi mua.

Xc tin hn hp l thc hin vic xc tin bng cch kt hp cc cng c

xc tin t hiu qu tt nht. Cc cng c bao gm: Qung co, xc tin

bn (khuyn mik), bn trc tip, quan h cng chng v truyn thng.

Trch nhim ca ngi qung co l thu ht s ch ca khch hng tim

nng, lm cho h n v tiu dng cc sn phm dch v ca mnh. Tuy nhin,

thu ht phi bit r mc tiu ca qung co l g. Qung co l rt tn tin v

vy phi bit c bin php khc phc. Qung co phi lin quan n cc

nhim v, mc tiu v o lng c hiu qu qung co, hiu qu khng th

tnh trong thi gian vi thng m phi sau mt thi gian no th n mi c tc

dng. Mt chng trnh sn xut, ni dung qung co phi c truyn thng

nhiu ln mi hi vng s phn hi ca th trng, tuy nhin mt qung co lp

i lp li qu nhiu ln th khch hng s cm thy c k, mt gi tr. Do phi

chn thi im qung co, tn sut qung co nh th no cho c hiu qu. Lu

n kha cnh php l ca qung co: phi trung thc, khng to hiu lm,

khng to hiu lm, ngvi thc t, khng c dng nhn hiu, khu hiu ca

ngi khc qung co cho sn phm ca mnh. Nu dng hnh nh ca nhng

ngi nhn dng, tn v nhng cu tuyn b ca h th phi xin php h

trc.

+Nu qung co hng cho sn phm: Sn phm phi chng t c hp

dn hn sn phm ca i th cnh tranh.

+ Qung co hng v khch hng: t ni v sn phm m ch ch trng

n nhu cu, thi , quyn li ca khch hng.

+ Qung co hng v chiu hiu (nh v) dng nhiu cu chiu hiu, nh

v c o thu ht khch hng.

Minh Phng K40B4 24


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+ Qung co hng v hnh tng: nhn mnh cht lng ca c s nh

khung cnh thanh lch, ni bn sc c o.

Bn trc tip: y l phng php lu i nht, hiu qu nht, ph bin

nht. Ngi ta phi la chn tng khch hng mc tiu gim thiu thi gian

lng ph. Nhn vin bn hng trc tip c th sp xp cch trnh by vi tng

khch hng mt khi tip xc vi khch hng. Nu r li ch tng sn phm theo

quan im ngi tiu dng, p ng tng nhu cu, thc mc ca khch hng,

gii thch cc thc mc v kt thc vic bn hng bng vic ha hn mua sn

phm. Ngoi ra hin nay ngi ta c th dng phng php Marketing t xa,

Marketing trc tip, cc thng tin s c trao i trc tip trn cc trang

Website...

Quan h cng chng: l vic to dng lng tin, hnh nh i vi cng

chng mc tiu. Hai ch tiu doanh nghip phi quan tm l quan h cng chng

i ni v i ngoi:

- Quan h cng chng i ni l vic quan h vi khch hng v nhn vin

ca mnh: Vi khch hng th phi chm sc, quan tm, i i nhit tnh. Vi

nhn vin phi o to hun luyn, tr lng tho ng v phi cho h bit v

cc thng tin cn thit trong qu trnh giao tip.

- Quan h cng chng i ngoi bao gm cc cng ng c quan h k c

dn v chnh quyn a phng n nhng ngi v tr cao hn nh: v, vin,

tng cc du lch, nhng ngi c lin quan n hot ng kinh doanh du lch

sao cho to n tng tt di con mt ca cng chng ni chung.

Tuyn truyn: L vic mun cho cng chng bit v nhng vic ang lm

bng vic s dng cc thng tin, hnh nh cung cp cho bo ch pht thanh

truyn hnh. y l knh rt quan trng, lm cho ngi nghe d tin khng b p

t.

Minh Phng K40B4 25


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i vi doanh nghip kinh doanh l hnh th c l thng thng s dng

hai cng c bn trc tip v quan h cng chng v tuyn truyn. Sau mi

qung co v xc tin. Tuy nhin vic la chn cng c xc tin cn tu thuc

vo: chu k sng sn phm, thi khch hng, i th cnh tranh, ngn sch,

v tr a l ca khch hng,...

lp k hoch cho xc tin th bao gm 4 bc:

+ Xc nh cc th trng mc tiu.

+ Thit lp cc mi trng truyn thng.

+ Xt duyt v tuyn chn cc phng n xc tin.

+ n nh thi gian xc tin.

Xc tin phi kp thi v ph hp. Sau khi n nh th thit k in n v la

chn cng c kt hp khc,... Chng ta cn phi bit kt qu truyn thng ca

chng ta c hiu qu hay khng. Mun bit c iu ny th nn so snh vi th

trng mc tiu.

1.2.2.5.Yu t con ngi .

Nhn t con ngi gi v tr quan trng trong Marketing dch v ni chung

v trong lch vc kinh doanh du lch ni ring. Trong du lch, mt sn phm du

lch m doanh nghip cung cp cho khch hng l mt ci g kh tru tng,

iu m khch hng nhn thy l c s vt cht v cc nhn vin tip xc. iu

m khch hng khng th nhn thy l ton b quy trnh hu trng v h

thng h tr cho vic to sn phm cho khch hng. Kt qu ca sn phm dch

v c s tc ng ca nhiu yu t trong c con ngi. Tm quan trng ca

nhn vin cng tng khi h to nim tin, th hin tnh chuyn mn, chuyn

nghip trong cng vic, thi vui v, ho nh vi khch hng. Nhn vin

khng ch c vai tr trong cho bn tour m cn c vai tr trong vic tho mn

nhu cu s dng sn phm

C 4 nhm ngi :

Minh Phng K40B4 26


27/87


Nhm th nht: Gi vai tr lin lc thng xuyn vi khch hng l nhng

ngi gii thiu, bn tour du lch. H c quan h cht ch vi cc hot ng

Marketing, thnh tho chin lc Marketing ca doanh nghip.

Nhm th 2: Cng l nhng ngi thng xuyn tip xc vi khch nh

hng dn vin, i xe. H c vai tr trong vic cung ng sn phm dch v c

cht lng.

Nhm th 3: L ngi hot ng Marketing chuyn nghip, h l ngi

thc hin chin lc v k hoch Marketing.

Nhm th 4: L nhng ngi thc hin cc nhim v khc nhau trongdoanh nghip. H khng trc tip xc tin vi khch hng, khng thc hin cc

nhim v Marketing nhng hot ng ca h nh hng trc tip n hot ng

ca doanh nghip.

Nh vy, nhn t con ngi l yu t quan trng, cc doanh nghip du lch

cn ch trng n cng tc tuyn dng, o to, hun luyn v qun l nhn s

nhm to ra i ng thng tho nghp v, ngoi ng, kh nng giao tip tt phc v khch mt cch tt nht.

1.2.2.6. To sn phm tron gi v lp chng trnh

a. Quan nim v sn phm trn gi v lp chng trnh.

To sn phm trn gi l s kt hp cc dch v c bn cc dch v ngoi

vi c lin quan thnh mt cho hng dch v tng th vi mc gi trn gi.

Lp chng trnh i hi s trin khai cc hot ng cc s kin c bit

hay nhng chng trnh tng s tiu dng cc khch hng hoc lm tng

thm s hp dn cho sn phm trn gi.

Vic thc hin sn phm trn gi v lp chng trnh ti doanh nghip du

lch v 2 l do sau:

Minh Phng K40B4 27


28/87


Th nht: Lp chng trnh v sn phm trn gi l khi nim nh hng

khch hng, chng tho mn nhu cu a dng ca khch.

Th hai: Chng gip cng ty i ph vi cc vn cung cu hay gim bt

hng tn kho v sn phm trn gi v lp chng trnh c kh nng to ra lng

cu vo tri v, thu ht th trng mc tiu mi

b. Vai tr to sn phm trn gi v lp chng trnh.

- Lm u t cc m hnh ng cu trong kinh doanh. Do kinh doanh

trong du lch mang tnh thi v, cc sn phm du lch khng lu gi v s mt i

nu khng bn c ti thi im . Sn phm trn gi v lp chng trnhngn chn s mt i v lm cn bng cung cu.

- Nng cao li nhun: V sn phm trn gi v lp chng trnh gp phn

gia tng tiu dng cho khch, ko di thi gian lu li ca khch, tng doanh thu

cho doanh nghip.

- Tr gip cho vic s dng chin lc Marketing c phn on.

- Kt hp cc sn phm dch v to thnh cc yu t hi ho thch ng, to

cho cc tour du lch tr nn hp dn v cho bn d dng hn.

- Mang li mi quan h mt thit gia cc t chc. Do sn phm trn gi l

sn phm tng hp tho mn nhu cu tng th cho khch nn cn c s hp tc

cht ch ca cc nh cung ng nhm to ra mt sn phm cht lng.

1.2.2.7 Quan h i tc.

y l ch ci P th 8 trong viclp chin lc Marketing- mix ca doanh

nghip du lch. Cc doanh nghip du lch thng phi quan h vi khch sn,

cc doanh nghip du lch khc, cc i l, nh hng... trong vic cung ng cc

tour du lch khc. Mi quan h nay tt, doanh nghip s cung cp cho khch

hng sn phm hon ho, em li s tho mn cho khch hng, v ngc li. Do

vy, cc doanh nghip du lch phi thng xuyn cng c pht trin mi quan hi tc ny.

Minh Phng K40B4 28


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30/87


du lch. H mun i du lch gim p lc cng vic, ngh ngi, gii tr, tm

hiu vn ha ca cc quc gia khc.

Chu Thi Bnh Dng l mt im n hp dn du khch Nht, th

trng ny chim ti 48% th trng outbound ca Nht. Ring ng Nam

chim 22% v xu hng ny ngy mt tng.

Trong thi gian gn y, nht l sau s kin ngy 11/9 ngi Nht n khu

vc Chu ngy cng tng. S lng khch Nht bn c phn b nh sau:

Chu l 45,6%; Chu u l 13,4 %; Chu M l 32,3%; cn li cc khu vc

khc.

Khch du lch Nht s chn mt im du lch m khng ch c cnh p, c

nhiu di tch lch s, vn ha, c cc mn n ngon, c nhiu tr chi gii tr hp

dn m h cn chn ni du lch c t chc tt, c mi trng sinh thi trong

lnh, c i ng nhn vin chuyn nghip, tn tnh, mn khch v s thn thin

ca ngi dn a phng. Theo nhn nh ca cc nh nghin cu du lch th

th trng khch Nht c nh gi l mt th trng kh tnh, i hi cht

lng cao, c tnh ngh thut.

Theo ng Masato Toyoda- Ch tch tp on Trans Web Inc ( Nht Bn)

Cht lng v gi c ca tuor l u tin hng u i vi ngi Nht.

1.3.2 c im tiu dng ca khch Nht

* Thu nhp v chi tiu

C cu chi tiu chu nh hng rt ln ca ch tin long v ch lm

vic. Thanh nin Nht, sau khi tt nghip i hc hay trung hc s kim vic

lm v lm vic cho n 60 tui, y l tui v hu bt buc. Ngy nay khi ch

lng khng cn ph thuc vo thm nin m ch yu ph thuc vo kh

nng lm vic ca h. Lng ca h kh cao sau khi tiu dng cho cc dch

v thit yu, h vn cn d mt khon rt ln dnh cho chi tiu khi i du lch.

Minh Phng K40B4 30


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Nhu cu ca du khch n t Nht Bn l tham quan, tm hiu cc im du

lch vn ha, lch s, th, cc di sn th gii, tm hiu li sng bn a v tha

mn s thch mua sm. Khch du lch Nht Bn l nhng ngi c kh nng chi

tr cao nht th gii. Theo JNTO, trung bnh ngi Nht Bn chi tiu trn 2.900

USD cho mt chuyn i du lch nc ngoi , gp 1,5 ln khch u - M; gp 2

ln khch Thi Lan, Hn Quc; gp 8 ln khch Trung Quc. Trong khi mt

du lch H Ni chi ht khong 800 USD ( 112USD/ngy). Trn 50% khch du

lch Nht Bn c hi cho rng h thch mua sm song Vit Nam h chng

bit mua ci g.

* S thch tiu dng khi i du lch ca ngi Nht

S thch l ng c thc y con ngi i du lch. Khch du lch Nht Bn

rt coi trng cht lng, y l yu t chim v tr hng u trong tm tr h.

Nu cht lng km c th phi bi thng v h s khng bao gi quay tr li.

Ngi Nht thng ra cc tiu chun v bn v cht lng cho hng ha

v chng phi l hng c thng hiu, h cng quan t n cc dch v sau bn.

Vi khch du lch Nht, h c yu cu rt cao i vi sn phm du lch: an

ton, v sinh, kt hp mua sm, du lch quanh nm (khng c tnh thi v). H

b nh hng bi s u ha trong phong cch sng nn xu hng tiu dng ca

khch Nht l a sc, hin i v c o bi tnh dn tc

Theo s liu thng k ca Tng cc du lch th c ti 50% khch Nht

mun mua tour qua mng internet. H mun lu tr di ngy tm hiu nhng

iu mi v h mun c bc s ring ca mnh i km.

Ph n Nht a thch du lch trn gi hoc i t ni ny n ni khc.Nam

gii thch du lch do mnh t t chc kt hp th tiu khin bng cc mn th

thao nh : trt tuyt, trt bng, lt vn, ln, cm tri, cu c.

Minh Phng K40B4 31


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1.3.3 c im tm l ca ngi Nht Bn

Hin nay , du khch Nht rt quan tm n Vit Nam. V vy vic tm hiu

tm l ca khch p ng nhu cu ca h l iu cn thit. Ngi Nht rt

thng minh, cn c. H yu thin nhin, trung thnh c truyn thng, thng

thch nhng g c th r rng, c tnh k lut cao. H yu t quc, gi gn truyn

thng v danh d gia nh. H sng lc quan, thc t, nhy cm, l php, lch s,

lng, n ho, im tnh, gia gio, kin tr, ham hc hi, tnh t ch cao. H

l ngi sng c thm m cao, chu ton bn phn vi nhm, biu hin i du lch

theo on v tn trng kin ca trng on. Lun to khng kh ho thun,

thng nht. Trong giao tip h l ngi rt t nh. Khi cho hi h thng ci

gp u th hin s knh trng, h rt im m. H thng n cc mn ch

bin t hi sn, mn n truyn thng l c sng, gi c, gi tm ung vi ru

Sak v mn cm Suki ni ting.

Ngi Nht thch i du lch n l v thng chn nhng ni c cnh p

c nng, c nc bin trong xanh, ct trng, sinh hot thun tin, hin i. Thch

thm cc di tch c, thch tham gia cc chng trnh th thao mo him, quan

tm n s mn khch v cht lng dch v. H thng gi gn bn sc khi i

du lch nc ngoi. Khi i du lch ngi Nht thng mua qu lu nim,

thng s dng cc dch v c th hng cao nhng thng hay quan tm n

cc ph vn chuyn. H i hi tnh chnh xc cao v thi gian v h sng theo

li sng cng nghip.

Ngi Nht rt quan tm ti s an ton. Nn n khch sn h thng yu

cu c trn tng cao (thng l tng 4,5). Du khch Nht thng l nhng

ngi giu c, lun mun n ngh ti khch sn sang trng y tin nghi,

phc v ti mc tt nht v a th thun tin , gn trung tm vui chi gii tr v

mua sm. Khch du lch Nht Bn a s l ci m, n hu trung thc, tnh cm

d biu hin ra bn ngoi. H bit kim ch v bnh tnh trc mi tnh hung.

Gp iu g khng hi lng cng t khi t ra gay gt hay phn i m . Tuy ci

Minh Phng K40B4 32


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m nhng a s ngi Nht vn gi c s su lng ca mnh. Ngi Nht rt

cn thn, h ch gim mua nhng tour du lch thng qua cc cng ty hoc cc

hng l hnh c uy tn, c tn tui v bn thn ngi Nht h qun dng cc

sn phm c nhn mc.

Khi giao tip h thng bt tay nh nhng khng nhn vo mt khch, h

khng thch xng h bng tn khi trao i hay gii quyt cng vic g ngi

Nht Bn u thch ni thng, t r lp trng ca mnh, khng a li ni bng

gi, quanh co, kh hiu. Ngi Nht rt ch n tui tc, a v, v tr trong x

hi, kh nng ti chnh...ca ngi i thoi. c bit h rt tn knh ngi ln

tui, ngi c a v cao trong x hi. n Vit Nam h thch tham quan cnh

thin nhin thanh bnh, yn tnh ca cc min qu v d cnh quan ca Vnh H

Long, ng bng sng Cu Long, cc lng ngh th cng truyn thng nh lng

gm Bt Trng, lng la Vn Phc, lng tranh ng H...c bit khi n Vit

Nam h u mun xem ma ri nc. Ch d m ngi Nht quan tm bn lun

l lch s, thin nhin, vn ho, ngh thut, kinh doanh. H khng thch ni

chuyn v Hong Gia, L Gio gia nh, chin tranh, khng b, s suy i, vv..

Trong ngh thut trang tr h trang tr rt cu k v s dng 2 mu tng

phn l v en. y cng l nt ni bt trong tnh cch ca h. Sang Vit

Nam h thch mua nhng mt hng th cng m ngh truyn thng c lm t

my, tre na, g sng, , hng thu, len, t, la....c bit l gm s Bt Trng.

Theo ng Minoru - Gim c iu hnh hip hi du lch Nht bn JATA

tng kt li 8 yu t tm l ca ngi Nht Bn JATA tng kt li 8 yu t tm

l ca ngi Nht khi i du lch:

- Thch n nhng vng t c phong cnh thin nhin hng v, nhng ni

c v p t nhin hoan s.

- thch n nhng ni c c b dy lch s, vn ho....Nn h thng tm

n cc bo tng lch s, m thut.

Minh Phng K40B4 33


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- Thch n nhng mn ngon, thng thc m thc dn tc

- Thch nhng t nc m dn bn a hiu khch, tnh cm m thm. H

khng mun n ni c s phn bit nam n, tn gio chng tc...

- Thch n nhng ni c cc hot ng tnh nguyn v i ra nc ngoi h

c c hi khm ph, tm hiu nhng nt c sc ca nhiu nc khc nhau.

Nhng lnh vc h quan tm l gio dc, nng nghip, y t, phc hi cc di sn,

kin trc

- Thch c thng thc ngh thut truyn thng ni h t chn n. n

H Ni h thng dnh thi gian xem ma ri nc. Nhiu ph n Nht cnthch n cc n cha.

- Thch mua sm th cng truyn thng v lm qu cho ngi thn v

bn b vi thng bo ni n. Nhng hng truyn thng mu m phong ph,

cs nt c trng ring, gi c phi chng, hnh dng ng nghnh s kch thch

ngi Nht mua nhiu. Trang phc dn tc cng vy, ph n Nht rt thch o

di Vit Nam, h cho rng n rt p, d mc v ph hp khi n d tic tng.- Thch n nhng ni c an ninh trt t tt. H thch i do v m

nhng ni c phong cnh p.

+ c im chung

- C cch c s ng mc, lm theo trt t, c k lut, ni ting Anh

khng tho

- Khng thch phiu lu mo him, bo th

- Ch tiu nhiu khi i du lch

- Thch sch s, ngn np

- Thch an ton

+ Yu cu v du lch ca ngi Nht

- Phng ngh ca khch sn phi c bn tm

Minh Phng K40B4 34


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- Thch ng trong phng c 2 ging ring bit

- Mi trng cnh quan ca khch sn c khng gian thong, din tch rng

- Trang thit b ca khch sn y , tin nghi

- Mi sn phm tiu dng phi c cht lng, xut x, nhn hiu ni ting

- S thn thin ca nhn vin

+ Yu cu vi hng dn vin ca khch Nht

- Kh nng ngn ng thnh tho

- Kin thc chuyn mn- S thn thin v nhn cch

- T trang chnh chu, hnh thc a nhn, trang phc gn gng

- Tinh thn lm vic cu tin, hng say, nhit tnh

+ Tm l ca khch Nht

- Khng thch s 4 v 9- Thch bc qu trong giy p, c ngh thut.

1.2.3. Cc yu t nh hng ti quyt nh i du lch ca ngi Nht Bn

a. Vn ha

Vn ho bn a ca ngi Nht a dng v phong ph tuy nhin h l

ngi ham hc hi ham hiu bit v tm ti nhng nn vn ha m bn sc

dn tc.

Vit Nam l mt nc c nn vn ho rt a dng phong ph ti y du

khch Nht c tn hng, c i su tm hiu nhng nt vn ho ring c.

H mun tm hiu, mun khm ph. Nht Bn l mt quc gia mt cng quc

cng nghip c mc sng rt gin d nhng y tnh ngh thut tinh xo. Phong

tc tp qun ca h cn mang m du n c xa.

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Du khch Nht mun tm v nhng ci hoang s. Thch th h hin ci ti,

a v ca mnh. H snh hng hiu, vi h cht lng l hng u. H lun cho

mnh tng lp trung lu (90% dn s). H mun tm hiu nhng cnh p

c th gii cng nhn.

b. X hi

c im ca khch Nht l h thng i du lch theo nhm vi tuor trn

gi do nh hng ca cc thnh vin trong nhm ln nhau quyt nh n

hnh vi i du lch l rt ln, h mun n Vit Nam th h s tm hiu trc.

Ngoi Nht h ch tin tng vo nhng hng l hnh c ting tc l phi c s

hi kin tham kho ca ngi i trc h mi quyt nh.

Vi ngi Nht h i hi cht lng dch v rt cao v phi m bo an

ton. H s chn ni m h bit chc chn mnh s c tho mn nhng iu

.

Vi hnh thc theo on du khch Nht la chn rt nhiu chim t 65%

n 70%.Tuy nhin hin nay hnh thc theo t chc mt gia nh i du lch ang

c quan tm. Trong gia nh mc chi tiu cho tng sn phm l khng

ging nhau v iu cng nh hng nhiu n loi hnh du lch m h yu

cu p ng.

Ngoi ra ngi i du lch h cng mun khng nh v th ca h . H

mun ngi khc bit c ni h n, bit c nhng hiu bit thu

lm ca h tri nghim c sau khi i du lch.

c. c im nhn khu hc

mi tui th nhu cu i du lch ca bt k du khch no u khng

ging nhau. Theo thng k v khch Nht cho thy rng tui thanh nin

ngi Nht i du lch t nhng tui trung nin t 50 n 60 tui ngi Nht

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i du lch nhiu hn. Hin nay nhng ngi gi, cn vi gii tr h sang Vit

Nam u kt hp gia hc tp, nghin cu, kinh doanh vi du lch.

c im ngh nghip nh hng rt nhiu. Ngi Nht h sng theo li

sng cng nghip nn li sng thng gp gp v bn rn dn n thi gian

i du lch l rt t do ch khi h v ngh hu h mi c iu kin thng

ngon, ngh ngi.

Nn kinh t ca Nht tng trng rt tt nn thu nhp ca ngi dn rt

cao. Kh nng chi tr khng phi l vn cn tr h i du lch.

V li sng: li sng ca ngi Nht rt gin d, thanh tao. H lun c lisng lnh mnh, gin d nhng di hi mt ngh thut cao. H l ngi rt coi

trng v cht lng nn h sn sng tr tin cho nhng dch v m bo.

Ngi Nht h rt coi trng a v v t hin. Hin lun cho mnh ng

tng lp trung lu, mun c ngi khc nhn nhn mnh vi nh mt n phc.

d. Yu t tm l

Tm l ca ngi Nht l mun bit tht nhiu, khm ph nhng ci mi.

H mun tm v nhng ci ngun ca bn sc vn ho dn tc. Khi c iu kin

v thi gian, phng tin, kh nng ti chnh h s quyt nh i du lch.

- ng c: h mun tm hiu mun khm ph bn ngoi, nhng th m vi

nc Nht l hn ch. Nhu cu thi thc h khin h i ti quyt nh

- Nhn thc:nh cc phng tin thng tin i chng nn vic qung b

hnh nh, con ngi Vit Nam gy ra s t m, h nhn thc c n h n

s cho h nhng gi tr v vn ho, v kin trc.

- Tri thc: ngi Nht c c im l rt thng minh rt tinh nn h

thng n mt ln v i nhiu ni bit nhiu. H rt ham hc hi, ham tm

ti. Chng minh cho iu ny l bc chuyn mnh thn k trong lnh vc

cng ngh in t Nht. Hng Nht lun ng u v cht lng. Hu khpth gii u a chung hng Nht.

Minh Phng K40B4 37


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Vic a ra mt quyt nh du khch chn mt a im n no nh

hng bi rt nhiu yu t tng hp t nhng mt tch cc, nhng ci li thu

c sau chuyn i. Ngoi ra vi ngi Nht h yu chung ho bnh, h s ch

chn ni m bo an ton cho h tc l ni c nn chnh tr n nh, khng

khng b, khng chin tranh, mi trng, cnh quan cn gi c phn no nt

nguyn s, hoang di.

Minh Phng K40B4 38


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Chng II: THC TRNG KINH DOANH V GII PHP

MARKETING THU HT KHCH NHT BN CA TNG

CNG TY HNG KHNG VIT NAM

2.1 Khi qut v hot ng kinh doanh ca Tng cng ty

2.1.1 Qu trnh hnh thnh v pht trin ca Tng cng ty

Khi u t nm 1956 vi i ng my bay ch gm 5 chic, Vietnam

Airlines tri qua nhiu giai on pht trin trc khi tr thnh nh ngy nay.

Vi tn gi l Hng khng dn dng Vit Nam, Vietnam Airlines bt u bay

vi t cch mt hng hng khng c lp ngay sau khi tip qun sn bay Gia

Lm. Qua hn 48 nm, Vietnam Airlines tri qua nhiu thay i. V vi mi

i thay, chng ti khng ngng pht trin, m rng v ci thin dch v tr

thnh mt hng hng khng t tiu chun quc t.

Nm 1976, Vietnam Airlines i tn thnh Tng cc hng khng dn dng

Vit Nam. Cng trong nm Vietnam Airlines bt u i vo hot ng

thng xuyn, chuyn ch 21.000 hnh khch trong 7.000 hnh khch trn

chuyn bay quc t v 3.000 tn hng ho.

Nm 1993, Vietnam Airlines i tn thnh Hng Hng khng Quc gia

Vit Nam. Nm 1995, Tng cng ty hng khng Vit Nam c thnh lp vi t

cch l mt tp on kinh doanh vn ti hng khng c quy m ln ca nhnc. Tng cng ty c chc nng nhim v kinh doanh, dch v, phc v v vn

ti hng khng i vi hnh khch, hng ha trong nc v nc ngoi, trong

c xy dng k hoch pht trin, u t, xy dng, to ngun vn, thu v

mua sm tu bay, bo dng v sa cha thit b, xut nhp khu vt t thit b,

ph tng, nguyn liu, nhin liu phc v cho hot ng kinh doanh ca Tng

cng ty; lin doanh, lin kt vi cc t chc kinh t trong nc v nc ngoi.

Minh Phng K40B4 39


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41/87


nh: Xng du, cc dch v thng mi ti cc cng hng khng, dch v y thc

xut nhp khu, cc dch v thng mi tng hp, vn ti mt t, nha cao

cp, in, kho st thit k, xy dng cng trnh, cung ng lao ng chuyn ngnh.

2.1.2 C cu t chc, c s vt cht ca Tng cng ty

a) C cu t chc:

Bc vo nn kinh t th trng hin nay th hot ng kinh doanh t hiu

qu cao l tiu ch nh gi hng u ca mi doanh nghip. Mt trong nhng

iu kin nh gi l,s sp xp hp l v mang tnh khoa hc ca c cu b

my t chc. N th hin tnh gn gng, n gin m vn c tm bao qut ln.To nn thnh cng v ch ng ca Tng cng ty hng khng trn th trng

nh ngy nay mt phn khng nh l do s b tr sp xp mt cch khoa hc

ca c cu t chc ca Tng cng ty, c th hin qua s sau:

Minh Phng K40B4 41


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S T CHC TNG CNG TY HNG KHNG

KHI THNG MI KHI KHAI THC KHI DCH V V KHAI THCMT T KHI K THUT

Minh Phng K40B4

PHNG TNG HP

BAN KIM SOT

CC PH TNG GIM C

TNG GIM C

BAN TCCB-LTLBAN KHOA HC & CNG

NGHVN PHNG I NGOI

BAN K HOCH DU T BAN TI CHNH-K TON BAN AN TON AN NINH

PHNG PHP CH THANH TRABAN O TO

BAN M BO CHT LNG VN PHNG NG-ON

CC HI NG-Hi ng pht trin i

bay-Hi ng iu hnh tnhtrng khn cp-Hi ng khoa hc

BAN KH-TT HNG HO

BAN K HOCH TH TRNG

BAN TIP TH HNH KHCH

VN PHNG KVMIN BC

VN PHNG KVMIN NAM

VN PHNG KVMIN TRUNG

CC CHI NHNH VP TI NC NGOI

1.Trung quc (Bc Kinh, QungChu, Cn Minh, Thng hi)

2. Hng Cng3. Nht Bn (To ky , Osaka, Fukuoka,Nagoya)4. Hn Quc (Seuol, Busan)5. Sing-Ga-Po6. i Loan (Tai pei, cohiung)7. Thi Lan8. CamPuChia9. Phi lip pin10. Ma-lay-xi -a11. c (sytney, Melbourne)12. Php13. CHBL c14. CHLB Nga15. Ucrai-na16.Tip Khc17. Bc M18. Ca Na a19. Vng Quc Anh

BAN DCH V THTRNGF

TTR TM KSKT NIBI

TR TM KSKT NSN

XN TMM NB

XN TMM N

XN TMM TSN

BAN IUHNH BAY

ON BAY 919

ON TIP VIN

TTHUN LUYN BAY

BAN K THT

BAN QL VT T

XN MY BAY A75

XN MY BAY A76

BAN QLDA D NU T XY DNG

TR TM THNG K TINHC HNG KHNG

TP CHHARILEGE

HI NG QUNTR

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b) C s vt cht ca cng ty

Hin nay, Tng cng ty c tr s chnh ti s 200- ng Nguyn Sn-

Gia Lm- Long Bin- H Ni.

B phn c lin quan n du lch:

Cng ty c phn dch v hng khng Ni Bi

Vi chc nng hot ng trong lnh vc thng mi, dch v du lch khch

sn v vn ti trong ngnh hng khng dn dng. Ngnh ngh kinh doanh du

lch, khch sn v nh hng: L hnh trong nc v quc t, khch sn qu cnh

ti sn bay Ni Bi, cc nh hng n ung, gii kht trong v ngoi sn bay nh

ga Ni Bi.

Cc sn phm Khch sn- Du lch ca Cng ty ht sc a dng v phong

ph. Gm du lch trong nc, du lch nc ngoi, n ung - u v bung bar

khch sn.

2.1.2 Kt qu hot ng kinh doanh ca Tng cng ty nm 2006- 2007

Kt qu hot ng kinh doanh ca tng cng ty nm 2006- 2007

STT Cc ch tiun v

tnh

Nm

2006

Nm

2007

So snh

2007/2006

+/- %1 Tng doanh

thu

t ng 17639,82 20.374 2734,17 15,5

2 Chi ph Tr. ng 17292,08 20.004 2711,92 15,68T sut chi ph % 98,02 98,18 0,16 -

3 np ngn sch t ng 158,78 200,7 41,91 26,44 Li nhun t ng 347,74 370 22,25 6,4

T sut

li nhun

% 1,97 1,81 -0,16 -

5 Tng s khch Khch 7000000 8000000 1000000 18- Out bound Khch 3080555 3327000 246445 8

T trng % 78.93 75.13 -3.8 -- Inbound v Khch 4326851 4673000 346149 8

Minh Phng K40B4 43


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ni aT trng % 21.07 24.87 3.8 -

6 v hng ha tn 106341 115380 9039 8,5

Phn tch:

Nhn chung tnh hnh kinh doanh ca Tng cng ty trong 2 nm 2006 v

2007 u tt

- V tng doanh thu: Nm 2007 cao hn nm 2006, chng t rng hot

ng kinh doanh c tin trin. Tng 15,5 % tng ng tng 2734,17 t ng

nm 2007 so vi nm 2006.

- V tng chi ph: Nm 2006 l 17292,08 triu ng , tng ln l 20.004triu ng nm 2007 tng ng tng 2711,92 triu ng. Mc d chi ph tng

nhng y li l mt du hiu ng mng chng t cng ty ch trng u t

mnh m rng quy m v tng cng cc hat ng qung b xc tin.

- V np ngn sch: Do tnh hnh kinh doanh ca tng cng ty pht trin

nn thu mp ngn sch pht sinh thm l iu d hiu. Mc thu tng ln 26,4

% tng ng tng 41,91 t ng gia nm 2006 so vi nm 2007.

- V li nhun: y l du hiu quan trng nht nh gi tnh hnh kinh

doanh ca cng ty. Nhn vo bng kt qu hot ng kinh doanh ca Tng cng

ty trong 2 nm, nhn thy li nhun nm 2007 so vi li nhun nm 2005 tng

6,4 % tng ng l tng 2,25 t ng. Li nhun l ch tiu phn nh trung thc

nht tnh hnh kinh doanh ca cng ty li hay l. Li nhun tng chng t tnh

hnh kinh doanh ca cng ty pht trin tt. l s kh quan chng minh s

lnh mnh trong qu trnh hot ng ca cng ty.

- V tng s khch: T bng trn ta thy tng s lng khch n vi tng

cng ty nm 2007 tng 18 % tng ng 1 triu khch so vi nm 2006. iu

ny l mt biu hin tt cho Tng cng ty gy dng c v th trong lng

khch hng. Trong c cu khch tng nh sau:

Minh Phng K40B4 44


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+ Khch Outbound: Nm 2006 s lng khch l 3080555 ngi v l

3270000 ngi nm 2007 tng 8% tng ng l 246445 ngi. iu ny th

hin r xu hng khch du lch n vi cng ty khng ngng tng ln do cht

lng ca cng ty ginh cho khch lun c m bo v c uy tn.

+ Khch Inbound: Nm 2007 s lng khch tng 8 % tng ng 346149

ngi. Xu hng khch ni a i du lch bng my bay ngy cng tng do i

sng ca ngi dn ngy nay c ci thin r rt.

+ V hng ha: Ngoi vn chuyn hnh khch, lng hng ha c vn

chuyn cng tng ln ng k, trong nm 2006 cng ty vn chuyn c 106341

tn hng ha, nm 2007 l 115380 tn hng ha tng 9039 tn tng ng 8,5 %.

2.2 Thc trng gii php Marketing thu ht khch Nht Bn ca Tng

cng ty hng khng Vit Nam

2.2.1 Phn on th trng, la chn th trng mc tiu v nh v sn

phm

1) Phn on th trng

Bt k mt cng ty no khi tin hnh hot ng Marketing cng u phi

thc hin cng vic phn on hng ti th trng khch mc tiu ca mnh.

Vi cng ty th tiu thc c la chn l phn on theo thu nhp v theo mc

ch chuyn i. i tng khch m cng ty phc v ch yu l khch du lch

c thu nhp trung bnh tr ln, mun mua tour vi cht lng dch v tt.

Tuy nhin cng ty cng c phc v khch bnh dn,mua tour vi gi va

phi bi h c hn ch v ti chnh

Li th ca vic chn la tiu thc phn on theo thu nhp l xc nh

c c im ca khch bnh dn hay cao cp Nht Bn. T cng ty s bit

c nhu cu ca khch phc v tt hn. T sp xp cc dch v ph hp

vi yu cu ca h, m bo c sc thu ht ln li nhun cho cng ty.

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Ngoi ra cng ty cng phn on theo tiu thc mc ch chuyn i. Hin

nay khch du lch Nht bn ch yu vn i du lch Vit Nam vi mc ch khm

ph vn ha hay thm quan cc di sn thin nhin, di sn vn ha.

Cng ty cng n nhiu khch du lch i theo mc ch cng v, lm t

thin, hay sang Vit Nam vi ,mc ch hi ngh, hi tho, kho st, tm hiu

cc a phng c c s u t.

2) Th trng mc tiu:

Tng cng ty tin hnh phn tch, nh gi ton b th trng nhm la

chn nhng on th trng mc tiu hp dn, ph hp vi mc tiu v tim lcca mnh.

* Cc th trng mc tiu ca tng cng ty l:

Qua nghin cu th trng, tng cng ty chn th trng mc tiu cho

mnh da trn phn on th trng bao gm:

+ Th trng truyn thng: Ngay t u, tng cng ty xc nh t p

khch hng l khch ni a. Cng vi s pht trin ca nn kinh t, nhu cu i

du lch ca ngi dn tng ln mt cch nhanh chng. y l mng th trng

rt tt cc tng cng ty du lch khai thc. p ng c nhng nhu cu ,

tng cng ty khng ngng xy dng cho mnh nhng chng trnh du lch mi,

hp dn v vui chi, ngh mt, tham quan, tm hiu, khm phti cc im du

lch ni ting trong nc nh: H long, Bi Chy, Sm Sn, Ct B, Sa Pav

du lch l hi vo nhng dp l tt nh: L hi n Hng, Cha Hng

phc v tt nhu cu du lch ca nhn dn, tng cng ty xy dng cc

tour du lch rt a dng t cc tour du lch n l, tour theo on ca cc doanh

nghip.

+ Mng th trng khch i du lch nc ngoi:

y l mng th trng trng tm nht ca tng cng ty. Cng vi s phttrin ca kinh t, tng cng hp tc quc t v khu vc nn nhu cu i du lch

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quc t ca nhn dn ngy cng tng. Bt nhp cng xu hng x hi , Tng

cng ty xy dng cho mnh cc tour du lch n cc quc gia nh: Thi Lan,

Trung Quc, Malaysia, Singapore

* Sau khi la chn th trng mc tiu, tng cng ty tin hnh phn tch th

trng theo cc ni dung sau:

+ Xc nh nhu cu mong mun ca khch hng

+ Khch hng ch yu ca tng cng ty l nhng ngi c thu nhp mc

trn trung bnh. V vy nhu cu mong mun ca h l c s dng cc dch v

c cht lng ph hp vi yu cu ca h.Khch hng lun mong mun c s dng nhng dch v hon hao nht,

nhng dch v mi m t trc n nay cha tng c hoc c tChnh v th

nn sau mi chuyn i tng cng ty lun pht cho khch cc phiu iu tra nhm

thu thp nhng kin ng gp ca khch hng, nhng mong mun ca h

t y hon thin hn na cc dch v cng nh sn phm ca mnh.

+Tm hiu kh nng thanh ton ca khch:

Mi mt khch c kh nng thanh ton khc nhau v kh nng quy t

nh ln n vic la chn cc dch v. V vy tng cng ty nn cho ngi i

kho st v tnh hnh ti chnh ca mt nhm khch hng mc tiu t rt

ra c mc gi chung nht cho sn phm ca mnh sao cho ph hp vi mi

i tng khch.

+ Tm hiu v thi quen tiu dng ca khch:

y l mt cch gip tng cng ty c th nm bt c nhng s thch,

thi quen ca khch v t a ra nhng sn phm tha mn h.

+ Xc nh qu trnh mua ca khch:

Khch hng n vi trung tm thng theo 2 cch l trc tip v gin

tip. i vi cch gin tip, trung tm nn tm hiu xem i tng khch l ai?

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3) nh v sn phm:

tng cng thu ht khch v chim u th so vi cc i th cnh tranh

trong iu kin c th ca mnh, tng cng ty ch trng n vic nh v:

L mt doanh nghip hot ng lu nm nn ngay t nhng ngy u thnh

lp tng cng ty xy dng cho mnh mt k hoch mc tiu l sn phm ca

doanh nghip phi c s khc bit so vi i th cnh tranh c bn v gi v

cht lng:

+ Gi: Bng s c gng n lc ca mnh v th trng mc tiu m tng

cng ty hng n l i tng khch co yu cu cao nn tng cng ty luna ra mt mc gi ph hp nht v c sc cnh tranh cao trn th trng, ph

hp vi mi i tng khach.

+ Cht lng dch v: Cng ty lun c gng hon thin hn cht lng

cng nh i mi n phc v khch du lch mt cch tt nht nhm tha mn

ti a nhu cu ca h.

+ nh v sn phm c ngha v cng quan trng i vi doanh nghip,c bit trong mi trng cnh tranh gay gt nh hin nay. ng vng c

trn th trng tng cng ty lun tim kim v i mi cc sn phm dch v

ca mnh sao cho ngy cng hon thin hn v to ra c s c o khc bit

so vi cc i th cnh tranh. Tng cng ty a ra khu hiu: Khng ngng

ci tin cht lng sn phm. y cng l thng i p cng ty mun a n

khch hng. Vi i ng nhn vin tr, nhit tnh y kinh nghim, vi snphm du lch a dng, phong ph cng ty lun to cho khch hng nhng iu

kin tt nht khi tham gia chng trnh du lch ca cng ty. Vic nh v sn

phm ny gip cho t l khch hng tm n vi cng ty ngy mt ng hn

v gip cng ty ngy cng nng cao v th ca mnh trn th trng cnh tranh

gay gt ny.

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2.2.2 Hoch nh Marketing mix v cc chnh sch Marketing ca Tng

cng ty

2.2.2.1. Cc chnh sch Marketing-mix:

1) Chnh sch sn phm:

* Danh mc sn phm:

Danh mc sn phm ca cng ty tng i a dng, tha mn nhiu nhu

cu ca khch bng cc dch v khc nhau. C th:

- Chiu rng: cng ty kinh doanh cc chng loi dch v sau:

+ Kinh doanh cc tour du lch.

+ Kinh doanh cc dch v khc: lm h chiu, visa, t v my bay, t

phng khch sn

- Chiu di: Mi chng loi dch v u c ko di hp l tha mn nhu

cu khc nhau ca cc t p khch mc tiu ca cng ty. C th:

Vi cc tour du lch: Cng ty lin tc a dng ha cc tour theo mc chchuyn i v loi hnh du lch. C cc tour nh: Tour du lch vn ha, tour du

lch ngh ngi gii tr, tour du lch tng hp

- V chiu su: i vi tng loi tour du lch, cng ty thit k v i cc

mc cht lng, thi gian v cc mc gi khc nhau tha mn nhu cu ca

cc t p khch khc nhau.

Cc sn phm du lch ca trung tm bao gm:

+ Chng trnh du lch trong nc nh:

.Chng trnh ngn ngy: Bao gm cc a im du lch nh: H Ni-

Sn, H Ni- Lng Sn- Tn Thanh, H Ni- Thc a, H Ni- Tr C- ng

Hng- Mng Ci, H Ni- H Long- Tun ChuVvChng trnh ny

thng rt a dng v phong ph nn thu ht c nhiu khch tham quan.

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Thi gian thc hin chng trnh ny ch khong 2-5 ngy. Tt c cc

chng trnh u c ghi lch trnh chi tit c th. Cc im du lch ny min

Bc Cc chng trnh ny thng c t chc vo cui tun hoc cc dp

ngh L ln v phng tin vn chuyn ch yu l my bay, t.

.Chng trnh du lch di ngy: Thng t 5-12 ngy bao gm cc tour

xuyn Vit: H Ni- Nha Trang- H Ni, H Ni- Nha Trang- Lt phng

tin vn chuyn l tu v t Cc chng trnh ny thng c gi thnh cao

nn khch ch yu l cc cn b c thu nhp cao. Phng tin trong chng

trnh du lch di ngy ny thng bng my bay, tu ha v t. Li nhun thu

c t nhng tour ny thng cao hn cc tour khc.

+ Chng trnh du lch nc ngoi:

y l mng hot ng mnh v hiu qu ca cng ty. Cc chng trnh

ny bao gm:

.Chng trnh khm ph Trung Hoa huyn b: H Ni- Bc Kinh- H Ni,

H Ni- Bc Kinh- Thng Hi- H Ni..Tour du lch : H Ni- Singapore, H Ni- Malaysia, H Ni- Pattaya

. Do chi cng vin i Dng Hng Kng

Cc chng trnh du lch nc ngoi ny l im mnh ca cng ty. c

bit l cc tour du lch Chu .Cng ty lun m bo c gi c cng nh cht

lng thch hp tha mn ti a nhu cu ca khch. iu ny gip cho vic

quay tr li ca khc i vi cng ty tng i cao.

. Nhng thun li v kh khn trong vic thc hin cc chng trnh du

lch theo danh mc sn phm ca Tng cng ty hng khng Vit Nam

- i vi chng trnh du lch Out Bound :

V d: Thi Lan

H Ni Bangkok - Pattaya

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n bangkok thm quan thnh ph: Cung in hong gia, cha Pht vng, tng

Pht ngc..Mua sm ti Ca Hng bnh ko min thu ( Duty Free Department

Store). Qu khch n ti khch sn Mandarin Hotel hoc khch sn tng

ng Bangkok ngh ngi. Qu khch t do khm ph Bangkok v m.

NGY 04: BANGKOK (n sng, tra, ti)

Sau ba sng, Qu khch tham quanSafari Worldvi nhiu loi th hoang

d qu him, xem cc chng trnh biu din ca cc ch c heo,hi cu, v c

bit l cc mn biu din ca ip vin 007, Cao bi M, thm trung tm vng

bc qu. Chiu:qu khch t do mua sm ti cc siu th Big C,Plazan

ti ti nh hng a phng v ngh m ti khch sn.

NGY 05: BANGKOK - H NI(n,sng,tra)

Sau ba sng ti khch sn, Qu khch t do mua sm lu nim ti cc

siu th cho n lc xe t ra sn bay p chuyn bay v H Ni, v ti H Ni.

Xe n on ti Sn bay Ni bi v a on v trung tm thnh ph - Kt thc

chng trnh.Bao gm:

- V my bay kh hi HAN- Bangkok HAN

- L ph sn bay, thu an ninh hng khng v ph ph nhin liu.

- L ph sn bay 2 nc

- Khch sn 3* trung tm (2 ngi/phng; nu on l nam hoc n sdng phng ba).

- Cc ba n theo chng trnh.

- Vn chuyn bng xe hin i, my lnh.

- Ph tham quan thng cnh + v tu ra o

- Hng dn vin ting Vit nhit tnh, kinh nghim.

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- Bo him du lch ti nc ngoi.

- Xe a dn sn bay Ni Bi v ngc li

+ Thun li:

. Cng ty c nhiu iu kin thun li v cng ty l doanh nghip khai thc

hng hng khng Air- Asia, Airlines vo phc v mnh. Ngoi ra cn s dng

c hng hng khng Air- France. Cng ty c th sp xp v v i mc gi thp

hn cc cng ty du lch khc.

.Trong mi chuyn i cng ty lun c i ng hng dn vin nhit tnh,

giu kinh nghim ngi Vit Nam v ngi bn a.

. Khch c ngh ti cc khch sn 3 sao ti trung tm thnh ph

+ Kh khn:

. Cc chuyn bay ca hng khng Air- France thng c cc chuyn bay

mun vo bui ti nn d lm khch cm thy mt mi.

.Chng trnh du lch BangKok- Pattaya hin nay c rt nhiu cc cng tydu lch khc ang khai thc v n cng l mt th trng t lu nn d gy nhm

chn.

. Cc chng trnh du lch ch yu dnh cho khch c mc thu nhp trung

bnh nn khng p ng c tp khch hng c mc thu nh p cao.

+ Bin php:

. Bn cnh tour du lch Bangkok- Pattaya, cng ty nn thit l p nhiu tour

du lch mi nh: Phuket, ChingMai to nn s hng th cho du khch.

. M thm cc chuyn bay thun tin trong cc gi bay.

- i vi chng trnh du lch Malaysia- Singapore :

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+ Thun li: y l chng trnh du lch rt mi m nn vn c rt t cng

ty du lch khai thc. Ngoi ra y cn l th trng mc tiu ca cng ty trong

nm 2008.

+ Kh khn:

. V y l chng trnh du lch mi nn d g p kh nhiu ri ro.

. Gp nhiu kh khn trong vic t v my bay

- i vi chng trnh du lch ni a:

Mc d l mt doanh nghip Nh nc v hot ng lu trong lnh vc

kinh doanh l hnh, tuy nhin cng ty vn cn yu km trong vic t chc cc

tour du lch ginh cho khch Nht Bn. L do:

+ Khng c hng dn vin cho cc tour du lch Nht Bn, cng ty thng

xuyn phi thu cc hng dn ngoi.

+ Khng c nhiu i tc do khng c mi quan h nh: Nh hng, khch

sn

+ Sn phm du lch dnh cho mng ny thng ngho nn v ni dung,

khng c sc cnh tranh vi cc cng ty du lch khc

Chng trnh du lch ginh cho khch Nht Bn l mt chng trnh du

lch y tim nng v thu ht c ng o du khch. Chnh v th, trong thi

gian ti cng ty nn ch nhiu hn n mng th trng ny.

* Pht trin sn phm mi:

Thi gian qua cng ty khng ngng ci tin sn phm hin c v b

sung cc dch v mi nhm thch ng vi s thay i ca nhu cu v cnh tranh

trn th trng. C th, cng ty a vo kinh doanh cc tour mi nh:

- Outbound c tour: Thi Lan- Malaysia- Singapore

- Inbuond c tour: Tour xuyn Vit

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+ i vi khch l nhng c quan on th, cng ty cng lun c hnh thc

gi khuyn mi bng cch chit khu cho h t 10-15 USD, v thm ch c on

cng ty cn chit khu cho h t 30-50 USD.

Ngoi ra vi mi tour du lch, nh tour Thi Lan th khong 15 ngi l

cng ty c th ghp thnh mt on, nhng nu nh on thiu 1,2 ngi th

trung tm lun gim gi 10-15 USD cho mi mt khch.

Vic nh gi nh trn gip cho cng ty linh hot hn vi gi c a mnh,

ngoi ra cn khin cho khch hng cm thy hng th hn.

* Ty tng chng trnh du lch c th m cng ty p dng c c mc gikhc nhau.

V d:

* Chng trnh du lch nc ngoi:

- Khm ph Trung Hoa huyn b:

+ Nam Ninh- Bc Kinh- T Chu- Hng Chu- Thng Hi- Nam Ninh (8

ngy 7 m) vi mc gi l 529 USD/ khch.

+ H Khu- A L C ng- Cn Minh- Thch Lm ( 7 Ngy 6 m) v i

mc gi l 195 USD/ Khch.

+ Hu Ngh Quan- Nam Ninh- Bc Hi- Nam Ninh- Hu Ngh Quan ( 5

ngy 4 m) vi mc gi l 209 USD/ khch

- Do chi cc nc ng Nam :

+ H Ni- Bangkok- Pattaya- H Ni (6 ngy 5 m) vi mc gi l

299USD/ khch.

+ Thi Lan- Malaysia- Singapore (8 ngy 7 m) vi mc gi l 489USD/

khch.

+ Du lch Singapore (4 ngy 3 m) vi mc gi 389 USD/ khch

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- Knh phn phi gin tip: Khch hng n vi cng ty thng qua cc

knh phn phi trung gian khc nh cc cng ty l hnh mun gi khch hoc

mun ghp tour vi cng tyMi quan h vi cc cng ty du lch ny ngy

cng c cng ty tht cht hn na.

4) Chnh sch xc tin:

y l mt trong nhng ni dung quan trng ca cng ty. khch hng

c th bit c mnh l ai? Mnh nh th nokhng th thiu phng tin

thng tin i chng. Hng nm cng ty lun trch ra mt khon tin khng nh

cho vic qung co sn phm. Cng ty in biu tng Logo trn cc o, m,

qu tng cho khchngoi ra cng ty cng qun co cc chng trnh du lch

ca mnh trn mt s bo tp ch nh: Tip th gia nh, H Ni mi, cc trang

website du lch Hin nay cng ty cng c website ring cho mnh qung cao

tt c cc hot ng ca cng ty v thun tin cho giao dch vi khch hng.

5)Chnh sch con ngi:

Con ngi gi v tr v cng quan trng trong cc lnh vc dch v v tmquan trng cng tng khi h to c nim tin cy, th hin tnh chuyn nghip

trong cng vic, thi ha nh vui v vi khch hngng thi cng c th

do thi , cch c x, trnh km ca nhn vin m lm cho khch cm thy

khng hi lng v nh gi thp v dch v cung ngNhn thc r c iu

nn cng ty lun ch trng n vn n qun l, tuyn dng v i ng nhn

vin. Hu ht mi nhn vin trong cng ty u c tui i tr nhng c nhiu

nm cng tc trong lnh vc du lch va rt nng ng nhit tnh trong cng vic.

Cng ty cng khng ngng nng cao cht lng trnh i ng nhn vin

thng qua vic tham gia cc kha hc o to ngn hn do tng cc du lch hoc

do cng ty t chc. Ngoi ra cng ty cn tuyn dng thm cc nhn vin c trnh

, kinh nghim m rng quy m v nng cao cht lng dch v. Cng ty

cng lun quan tm n i sng tinh thn ca nhn vin thng qua vic t chc

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sinh nht hay thm hi h nhng lc m auiu ny kch thich lng ham

say nhit tnh cng nh mc trung thnh ca nhn vin vi cng ty.

6) Chnh sch l p chng trnh to sn phm trn gi:

Cc sn phm ca cng ty hin nay ch yu l sn phm trn gi. iu ny

gip cho khch hng bit trc bao nhiu tin h s phi tiu dng cho chuyn

i. V d nh chng trnh du lch H Ni Bangkok- Pattaya- H Ni 6 ngy 5

m vi gi v l 299USD/khch bao gm: V my bay kh hi, ng ti khch

sn 3 sao, n theo chng trnh, vn chuyn bng xe hin i my lnh, ph tham

quan thng cnh, hng dn vin bng tin Vit- Anh, th tc visa Thi Lan,

bo him. Khng bao gm: chi ph c nhn, ung, mua sm hng ha, ng

phng n, th tc h chiu xut nhp cnh

- C s xy dng mt chng trnh trn gi ca trung tm da trn:

+ Nhu cu ca khch hng.

+ Nhng yu cu c th ca khch hng trong mi chng trnh.

+ Mi quan h vi cc c s cung cp dch v.

+ Kh nng ca trung tm, kinh nghim ca nhn vin .

Vi nhng tour ring m khch c yu cu c bit th nhn vin ca cng

ty s t p hp v da vo cc cn c trn l p chng trnh du lch theo yu cu

ca khch sau lin h vi cc a im ni n v bo li cho khch v khch

sn. Nu khch quyt nh mua tour th cng ty s thc hin chng trnh .

Sau mi tour c thc hin, cng ty lun c mu iu tra xem xt

kin thi khch hng, t c kt nhng kinh nghim trnh nhng sai

xt v sau.

7) Chnh sch quan h i tc:

tha mn ti a nhu cu ca khch trong mi chuyn i th yu cu phi

c y cc dch v ch yu v th yu. lm c nh vy th sn phm du

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lch phi l tng hp ca nhiu sn phm dch v khc nhau: n ung, lu tr

Nhn bit c iu ny, cng ty xy dng cho mnh mt mng li quan h

i tc ht sc phong ph a dng nhng rt cht ch, bn vng. Bao gm:

+ Mi quan h i tc vi cc nh cung ng: Mi quan h ny cng ty xy

dng kh tt. Cng tylun c ngun hng kp thi, y ng cht lng yu

cu trong qu trnh kinh doanh.

+ Mi quan h vi cc nh trung gian: Cng ty c mi quan h kh

khng kht vi cc cng ty du lch hay l hnh khc. iu ny c ngha rt ln

i vi cng ty thng qua vic h gi khach hoc nhn khch t cng ty khi c

khch l.

+ Mi quan h vi cc c quan on th: Cc c quan on th Nh nc

thuc cc b ban ngnh nh : Xy dng, giao thngl khch hng thng

xuyn ca cng ty. Cng ty lun pht trin v gi gn mi quan h ny, cc c

quan on th l nhng khch hng tim nng v cng ln, h thng i vi s

lng ln v kh nng chi tr kh cao. Cng ty lun c ch khuyn ni c

bit cho nhng tp khch hng ny.

2.3.nh gi chung v gii php Marketing thu ht khch Nht.

* u im:

Trong qu trnh hot ng ca mnh cng ty t c thnh cng trong

qu trnh xy dng v trin khai chin lc Marketing lm kinh doanh du lch v

kinh doanh cc dch v khc doanh thu hng nm tng, lng nhn vin tng

nhanh, hnh nh cng ty trong tm tr khch hng ngy cng c cng c hn.

Cng ty khai thc tt th trng mc tiu ca mnh, cung ng sn phm

t cht lng v lm khch cm thy hi lng, tha mn. Thc hin tt phn

on la chn v nh v trn th trng mc tiu theo ng nhng mong mun,

mc ch, yu cu ca cng ty. Cng ty ngy cng ch trng ti hot ng

Marketing v dnh mt khon chi ph tng i ln cho hot ng ny.

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Mt l:

Nguyn nhn:

+ Cng ty i ng hng trong qu trnh i mi

+ C i ng nhn vin tr, nhit tnh, c chuyn mn, c kinh nghim

+ Cng ty s dng chnh sch gi, chnh sch sn phmmt cch linh

hot

+ Cng ty nhn thc c tm quan trng ca Marketing trong kinh

doanh nn quyt nh u t nhiu vo .

* Nhc im:

Cng ty vn cn nhiu hn ch trong vic cnh tranh vi cc i th khc

trn th trng, i khi cn mt th phn.

Nguyn nhn:

+ Sn phm cha to ra c s khc bit ln so vi i th cnh tranh

+ Cha khai thc c th trng mi ca nghnh: Du lch quc t n

+ Trnh ngoi ng ca nhn vin cn km

+ cc hot ng nghin cu Marketing cha chuyn su

+ Hot ng xc tin, qung b cn cha cao c bit l vi th trng

khch quc t.

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du lch mi cho tp khch ny nh l du lch xuyn Vit vo cc tnh pha Nam.

Sn phm chng trnh du lch xuyn Vit dnh cho khch du lch Nht Bn l

mt sn phm tim nng cn c khai thc v a vo trin khai trong tng

lai.

- Ban gim c ch trng tham gia cc hi ch quc t trin khai

qung co sn phm v k kt hp ng lin kt trao i khch vi cc Cng ty,

i l du lch nc ngoi nhm lm tng lng khch Inbound trong nm 2008.

Bn cnh vic xc nh th trng chnh, ch yu ca mnh, cng ty vn y

mnh quan h i vi cc th trng c, khch du lch trung thnh v cc Cng

ty du lch trong v ngoi nc nh l: th trng ni a, Php, c, Nht, M,...

khai thc tt hn knh ny.

3.2. xut hon thin gii php Marketing nhm tng cng thu ht

khch du lch Nht Bn ca Tng cng ty.

3.2.1 Hon thin phn on th trng, la chn th trng mc tiu v

nh v sn phm:

a) Vi cng tc nghin cu th trng

Tip tc y mnh cng tc nghin cu th trng bi nhu cu th hiu

khch Nht lun bin i do cng ty phi thng xuyn cp nht thng tin

bit c xu hng trong tng lai ca th trng ny bin i nh th no.

Cng ty vn tp trung vo th trng mc tiu ca mnh, ng thi tm hiu su

nhng im ca on th trng mc tiu cng ty hng ti trong tng lai.

Tm kim thm cc i tc mi, tip cn v mi cho h bng cc chnh

sch khuyn mi, t chc cc cuc hi tho tho lun v nhng vn cn

thit cho vic thu ht khch du lch Nht Bn.

Thng xuyn t chc cc on kho st i th st th trng bn Nht

c c ci nhn chung thc kp thi nht. Ngoi ra cng ty cn cn tip n

chu o cc on kho st Nht sang Vit Nam lm vic.

Minh Phng K40B4 65


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67/87


kh nng khai thc khch hng ca mnh, cng ty cn lm tt cng tc nghin

cu th trng. Trc ht cng ty phi c nhn vin nghin cu th trng c

trang b y kin thc, c kinh nghim,... Cng ty cn xc nh r th trng

tim nng v th trng hin ti ca mnh l g? C cu khch th trng

nh th no? (s lng, c im, ng c, kh nng thanh ton).

Cng ty xc nh c th trng mc tiu ca mnh l khch du lch

Nht Bn nhng cng ty cha phn c c cu khch du lch nh th no? theo

em c th da vo tiu thc thu nhp phn th trng khch du lch Nht Bn

thnh hai on:

+ on th trng c thu nhp thp.

+ on th trng c thu nhp cao.

3.2.2.1 i vi on th trng khch du lch Nht Bn c thu nhp thp.

c im tiu dng ca th trng ny l gi c phi tng i thp nhng

i hi v cht lng dch v khng cao, t c nhu cu s dng cc dch v b

sung thng i theo on vi s lng ln. ng c i du lch ca h ch yu li cho bit y bit , tc l du lch thun tu. Cc chng trnh v tuyn

im cn rt hn ch. V th ta c th phn loi th trng ny thnh hai tp

khch: khch mi i ln u v khch quay li vic a ra gii php em li

hiu qu hn. Do vy ta c th a ra gii php MARKETING - MIX nh sau:

a. Chnh sch sn phm.

i vi th trng khch du lch ny cn tp trung vo khai thc ti a sn

phm hin c tho mn nhu cu.Cc sn phm du lch H Long - Hi Phng -

H Ni, H Ni- Tn Thanh..v..v l nhng chng trnh du lch truyn thng v

hin ti ca cng ty. Tuy nhin thu ht c ti a lng khch ny cng ty

cn to ra cho mnh nhng sn phm c o mang m nt c trng ca du

lch, cn xy dng chng trnh du lch ny theo chuyn c th: du lch bin,

du lch sinh thi, du lch vn ho, du lch l hi,... T a dng ho sn phm,

Minh Phng K40B4 67


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phn bit ho sn phm, to nt c o ring, t nhin ca im du lch Vit

Nam. Bn cnh i vi nhng khc

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