PHN I : L THUYT CHUNG V NGHIN CU TH TRNG

1.1 Khi nim :

Nghin cu th trng l cng vic u tin ca bt k nh kinh doanh no
hot ng trong c ch th trng theo phng chm hng v th trng, coi
th trng l i tng ch yu ca cc hot ng tip th,
Mc tiu ch yu ca nghin cu th trng l thu thp v x l thng tin
v th trng nhm xc nh kh nng tiu th sn phm ca doanh nghip.
Cn c vo kt qu x l thng tin th trng m doanh nghip c c s khoa
hc khch quan ra nhng chnh sch tip th thch hp (phn on th
trng, xc nh th trng mc tiu, xc nh bn chnh sch: sn phm, gi
c, phn phi, xc tin ym tr) nhm nng cao kh nng thch ng ca sn
phm vi th trng lun bin ng. Bng cch , doanh nghip mi c th
cng c, gi vng th trng, gi c v m rng, chim lnh th trng mi.

1.2. Qu trnh nghin cu th trng :
1.2.1 Xc nh vn nghin cu :
Trong giai on ny cn phi xc nh mc tiu nghin cu, cc vn cn
gii quyt, cc thng in c v cc thng tin cn thu thp.
Nghin cu th trng cn i hi chi ph. Do vy vic xc nh mc tiu nghin
cu trc khi tin hnh nghin cu l ti cn thit. Lc ny ngi qun l phi tr
li cc cu hi sau:
+ Ti cn phi ra nhng quyt nh g?
+ Nhng thng tin g cn thit ra nhng quyt nh ?
V d: Quyt nh tng (gim) gi cuc gi in thoi gia cc vng theo
qui nh.
- Quyt nh m mt bu cc mi ti bn t.
- Quyt nh m mt chin dch qung co v in thai th t.
Nu ngi qun l c thng tin ra quyt nh ny (tc l gim ri ro
n mc thp nht) th khng cn thit tin hnh nghin cu th trng. Trong
trng hp ngc li nghin cu th trng l cn thit, nu c kinh ph cho
cng vic nghin cu.

1.2.2. Xy dng k hach nghin cu:
Trong k hochnghin cu cn m t chnh xc cc c trng ca nghin
cu v th tc s p dng tin hnh nghin cu, thng m u bng vic nhc
li nhng mc tiu nghin cu v nhng cu hi cn gii p.
C th hn mt k hochnghin cu gm: chn nhng phng php lun v cc
thng tin cn thu thp, cc phng php thu thp v x l thng tin c ch; cui
cng l lp ngn sch cn thit cho nghin cu.

1.2.3. Thc hin nghin cu:
y chnh l qu trnh thu thp v x l thng tin hu ch cn thit cho vic
ra quyt nh. Cng vic nghin cu c th do b phn Marketing ca doanh
nghip tin hnh hoc thu cc c s bn ngai thc hin. Ty theo mc tiu
chn lc v tng hp thng tin.
1.2.4. Chun b v trnh by bo co:
Trc khi tin hnh bo co phi xc nh r ai l ngi cn gi bo co?
mc ch ca bo co? R rng l cc i tng c bo co khc nhau cn nhng
ni dung bo co khc nhau. Yu cu ca bo co l ngn gn, r rng, chnh xc,
cung cp thng tin cn thit. Cu trc ca mt bo co gm cc phn:
+ Phn nhan :
+ Mc lc.
+ Li gii thiu (cc vn , mc tiu cn gii quyt, tnh cp thit).
+ Tm tt cc ni dung thc hin.
+ Kt qu nghin cu.
+ Kt lun v xut.
+ Ph lc (cc bng s liu ban u, kt qu).

1.3. Ni dung nghin cu:
Nghin cu th trng c ni dung phong ph. Tuy vy chng ta c th chia
n thnh cc vn sau y:

1.3.1 Thm d th trng:
Cc nghin cu thm d th trng c mc tiu thu thp v x l thng tin
th trng v nhng vn :
+ Khi lng sn phm, dch v cung cp trn th trng (ca doanh
nghip, ca cc i th cnh tranh)
+ Tnh hnh cung cu trn th trng ca cc sn phm, dch v m doanh
nghip quan tm.
+ Tm hiu chin lc cc chin sch Marketing ca cc i th cnh tranh
so snh vi chin lc cc chnh sch marketing ca doanh nghip.
+ Phn tch mt mnh, mt yu ca doanh nghip so vi cc i th cnh
tranh.
+ Cc sn phm thay th, v gi c ca chng.
+ Tm hiu mi trng kinh doanh ca n v: tnh hnh pht trin kinh t
vn ha, x hi ca a phng...
+ Thu nhp bnh qun, trnh vn ha, tui tc, th hiu, thi quen ca
ngi tiu dng.
+ Mc tha mn ca ngi tiu dng i vi sn phm dch v ca Bu
in.
+ Mc hiu bit ca khch hng v cc loi sn phm dch v ca Bu
in.
V d : Tm hiu h thng phn phi ca t nhn tham gia pht hnh bo ch..
+ Tm hiu cc chnh sch marketing ca cc cng ty ln nh: VIETEL,
SPT, ETC... ang cnh tranh vi Bu in la chn chin lc cnh tranh.
+ Tm hiu nhu cu v dch v di ng cc a bn c quyt nh ph
sng khi c nhu cu cao.
+ Tm hiu mc hiu bit, mc tha mn ca khch hng i vi dch
v.

1.3.2. Th nghim th trng:
Nhm thu c nhng thng tin th trng cn thit m vic thm d trc
tip khng thu c. Mun vy ngi nghin cu can thip vo th trng bng
cch thay i cc bin s th trng, bn chnh sch marketing Sau tin hnh
o mc tng phn ca th trng. Phng php th nghim th trng c th
dng nghin cu hai loi vn :
+ Th nht : Th sn phm mi, nhm gii thiu vi khch hng mt
nim v sn phm mi, hay chnh sch mi, sau nh gi mc yu thch ca
khch hng, kh nng mua ca h. Bng cch ny, chng ta c th c c s khch
quan ci tin sn phm hoc tung ra th trng sn phm mi, p ng nhu cu
th hiu ca khch hng. Th nghim sn phm mi l xong cng vic bt buc
trnh tht bi trn th trng .
+ Th hai: th nghim th trng nhm a sn phm n mt th trng
mi .
V d : khi mun m mt bu cc mi ti mt a bn, sau khi kho st a
bn v a hnh, thi quen i li ca dn c, tnh hnh hot ng sn xut kinh
doanh trong vng, cc quan h vi bn ngoi ta chn mt a im thu nh dn
m mt kit hoc mt bu cc nh vi s loi dch v hn ch; nhm thm d nhu
cu ca th trng a bn ny. Nu lu lng ln, nhu cu tng th m thm cc
dch v mi tng qui m kinh doanh phc v. Nu lu lng thp th chuyn thnh
i l hoc b hn. Bng cch ny c th trnh c u t ban u ln, mo him
.
Th nghim th trng cng dng th nghim cc ni dung qung co
la chn ni dung qung co thch hp, la chn chnh sch gi c, la chn
tn gi sn phm, loi hnh dch v, nhn hiu ..

1.3.3. Phn on th trng:
Phn on th trng nh chng ta bit l mt cng vic ht sc quan
trng. Do vy phn don c khoa hc, khch quan chng ta cn phi c thng
tin y v khch hng ca mnh .
V d : phn on th trng theo mc s dng ta phi c s liu
thng k v doanh thu, sn lng ca tng khch hng hng thng, hng qu, hng
nm .
phn on th trng theo kh nng thanh ton chng ta phi s liu v
doanh thu, mc chi tiu cho bu in ca tng khch hng. Hin nay, mt s
Bu in tnh thnh p dng c ch lp t in thoi thu bao theo kh nng
thanh ton ca khch hng. Do vy, vic nghin cu kh nng thanh ton ca
khch hng c ngha quan trng, v nu t gi cao khng ph hp vi kh nng
thanh ton, cn nu t gi thp th bu in b thit, tc l hai kh nng bu in
b thit.

1.3.4. D bo th trng:
Nhm vch ra nhng xu th pht trin trong tng lai ca nhng yu t th
trng ra nhng chnh sch ph hp. Mt trong nhng bi ton quan trng
nht ca d bo th trng l d bo doanh thu, sn lng ca cc sn phm dch
v, v cc ch tiu ny c vai tr quan trng, quyt nh n ton b cc k hoch
ca doanh nghip: d bo s lng my in thoi, my fax trong nm sau, trong
hai nm ti.

1.4. Thu thp thng tin th trng.
Cng tc ny ht sc quan trng, v n l iu kin cn thc hin nghin
cu th trng v ng thi l cng c c lc gip nh khai thc xc nh hng
u t mng li, loi hnh dch v cn cung cp, i tng khch hng cn tp
trung, la chn cc phng thc gii thiu qung co...Ni cch khc thu thp
thng tin th trng gip cho doanh nghip c th thy c cc c trng ca th
trng, nhm a ra cc quyt nh trong kinh doanh t hiu qu.
C nhiu phng php thu thp thng tin hiu qu song ti ch tm gn
cc phng php c th p dng ti th trng Vin thng Ninh Thun nh sau:

1.4.1. Phng php bn giy
y l phng php dng hnh thc thng k v tng hp thng tin, phn
tch, phn ln thng qua cng tc KTTKTC, l phng php ph bin d thc
hin v tt yu tn ti mi doanh nghip v bt k doanh nghip no SXKD cng
cn bit tnh hnh kinh doanh ca mnh t hay khng t.

1.4.2. Phng php nghin cu hin trng:
y l phng php mang li hiu qu cao song cng tng ng qu trnh
thc hin i hi trnh cao, tnh chuyn nghip mi c th tin hnh c.
Phng php ny mang tnh c st thc t th trng nhiu nn thng tin cung cp
rt chnh xc, c thng qua cc hnh thc chnh yu sau:
- Quan st: Dng nhn t trc quan v kinh nghim tip xc khch hng
nh gi phn tch, nn thng tin thu thp t th trng cn b hp, cha c ci
nhn su st v thi v hnh vi tiu dng ca khch hng, cng nh nhng
thng tin khc ca th trng. Song y l tin c cc thng tin thc t phi
hp vi phng php bn giy hoc phng php khc rt ra kt lun chnh xc
hn vi tng mc ch nghin cu th trng.
- Phng vn: Ngi thc hin phng php ny phi c kin thc chuyn
mn su rng, hiu bit v doanh nghip v i th cnh tranh, v ng thi phi
c tnh tnh mm mng, c kinh nghim giao tip. Vic xy dng ni dung phng
vn cn tu thuc vo i tng phng vn v mc ch phng vn. Kt qu ca
phng vn c th t hay khng tu vo vic chn i tng khch hng.

1.4.3. Phng php iu tra chn mu:
L phng php tu thuc rt ln vo mu c chn, v mu c chn
phi c tnh c trng ca mi con mu, nn thng tin c thu thp v ch c th
p dng cho cc con thuc mu nht nh, vic nhn rng cho cc i tng khch
hng khc s nhn c xc sut thp, s sai lch tng i ln, v khch hng c
iu kin v c im s dng dch v Vin thng rt a dng.
C 2 cch iu tra:
+ iu tra ton b
+ iu tra khng ton b.