I.

Khi qut thng tin v tp on Thin Minh Cng ty C Phn Du Lch Thin Minh l mt trong nhng n v kinh doanh hng u trong lnh vc du lch, khch sn, dch v vn ti cng chui Cng ty thnh vin m rng khp khu vc ng Nam v mt vi nc trn th gii . Hng nm Cng ty cung cp khong 70,000 du khch n Vit Nam v 10,000 du khch n Lo, Campuchia v Thi Lan. c thnh lp nm 1994, trong 10 nm u tin, hot ng kinh doanh ch yu ca Cng ty l iu hnh cc tour du lch vi thng hiu Buffalo Tours. Nm 2004, Thin Minh quyt nh a dng ha loi hnh kinh doanh, bt u tham gia vo cc hat ng kinh doanh khch sn bng vic mua li c phn ca Khch sn Festival Hu. Nm 2005, Cng ty hp tc vi Intrepid Travel Pty Ltd mt cng ty iu hnh tour du lch hng u ca c thnh lp Cng ty TNHH Du Lch Intrepid Indochina (nay l Intrepid Vietnam) nhm m rng hn na cc hat ng du lch ti khu vc ng Nam cng nh ti cc th trng du lch khc Chu . Nm 2006, Thin Minh xy dng khch sn Mai Chau Lodge mt vng ni pha Bc Vit Nam. Nm 2007, Cng ty tip tc b sung thm ngnh ngh kinh doanh mi: mua li 40% c phn Cng ty TNHH L Hnh Ch Ln (Cho Lon Tours) vi i tng khch hng trng yu l cc du khch n t Vit Nam, Trung Quc v mt s nc Chu khc. Nm 2008, Thin Minh u t thnh lp vn phng Buffalo Tours c. Mt nm sau , Thin Minh hp tc vi Cng ty Jetwing Sri Lanka thnh lp Cng ty t vn v qun l khch sn Jetwing Indochina cng vi vic u t thnh lp thm mt s vn phng Buffalo Tours nh: Buffalo Tours Lo, Buffalo Tours Thi Lan, Buffalo Tours Campuchia. Nm 2010, Vn phng Buffalo Tours Anh c thnh lp vi 70% vn u t ca Thin Minh. Cng trong nm ny, Cng ty tng c phn Ch Ln Tours ln 80% (tng thm 40%) v thnh lp thm 3 Cng ty thnh vin mi l: Cng ty CP Asia Outdoors Vit Nam, Cng ty TNHH Vivu v i l bn l Buffalo Tours. Nm 2011, Thin Minh hon thnh vic mua bn chui 5 khch sn Victoria ti Vit Nam v khai trng khch sn Xiengthong Palace ti Luang Prabang, Lo.

Tm nhn v gi tr ct li ca tp on
Cng ty cng a ra mc tiu chin lc pht trin ca mnh l: Mc tiu chin lc ca Thin Minh l tr thnh Cng ty hng u trong lnh vc du lch v khch sn ti Vit Nam II. nh gi website Vic qung b hnh nh v thng hiu ca cng ty lun c cc nh qun l quan tm. Cng nh nhiu n v, c s kinh doanh du lch khc, Cng ty c phn du lch Thin Minh chn website l ni qung co v cng ty, sn phm v dch v ca mnh cng nh mang n cho khch hng ci nhn tng qut nht v cng ty. Mt website c cht lng v thu ht s quan tm ca ngi xem cn tha mn 3 tiu ch sau y: c b cc, sp xp mt cch hp l ngi xem d dng khai thc thng tin. Ni dung hp dn, y v hp vi ch ca vic xy dng website.

Hnh thc p, giao din, thit k mang nt c trng ring ca cng ty v ph hp vi ch ni dung.

Sau khi xem xt v nh gi k lng trang web ca tp on Thin Minh, nhm chng ti c nhng nhn xt tng qut nh sau: 1- V b cc Website ca Cng ty C phn Du lch Thin Minh c b cc r rng khch hng c th nhn bao qut v d dng tm kim thng tin h ang mun bit. B cc gm cc phn : 1. Gii thiu chung v cng ty gm lch s hnh thnh v pht trin, trch nhim ca cng ty 2. cp n cc dng sn phm ca Thin Minh gm 4 dng sn phm chnh 3. Cu slogan: Khi ngun cm hng 4. Mc tiu ca cng ty tr thnh Cng ty hng u trong lnh vc du lch v khch sn ti Vit Nam, mang n nhng cm hng kh qun v th v, nhng tri nghim c o, mi l v khng ngng i mi, nng cao cc sn phm, dch v 5. Hnh nh v cc dng sn phm tiu biu nh: Khch sn Festival Hu, khch sn Mai Chu Logde, Chui khch sn Victoria, Khch sn Xiengthong Palace 6. Th ng c thnh lp vo nm 1994, Thin Minh hin l mt trong nhng Cng ty du lch ln nht Vit Nam s hu nhiu thng hiu du lch c uy tn trong khu vc ng Nam . Tm nhn ca chng ti l tr thnh n v kinh doanh du lch v khch sn tt nht, ln nht, a dng nht cng nh hot ng hiu qu nht thng qua vic pht huy th mnh ca cc cng ty thnh vin ng thi pht trin thm nhiu cng ty mi vi cc sn phm v chc nng ring bit. Bn cnh , chng ti khng ngng i mi v a dng ha danh mc u t bng vic mua bn/st nhp nhng d n c tnh chn lc v chin lc lu di tin ti mc tiu tr thnh n v cung cp nhng dch v du lch thit yu v a dng nht nh: iu hnh tour du lch, vn ti, khch sn, thc phm, ung vi mc gi cnh tranh nhng vn m bo cht lng hng u. 7. Cc logo trong dng sn phm ca cng ty Thin Minh

Kt lun: Vi b cc khoa hc, r rng, website ca cng ty Thin Minh gip cho khch hng truy cp v tm kim thng tin d dng v thun tin. 2 V ni dung: Website ca tp on Thin Minh cung cp cho ngi xem nhng thng tin v: Thng tin doanh nghip gm: Tm nhn v gi tr ct li, Lch s hnh thnh v pht trin, Gii thng v Cc cng ty thnh vin Thng tin v c ng: Khi qut v Kinh t Vit Nam Trch nhim x hi Tin tc: Truyn thng Tuyn dng: Lm vic ti Thin Minh v Thng tin tuyn dng.

Bn cnh , website cn cung cp nhng thng tin v sn phm, dch v chnh ca cng ty. Bao gm: 1. Dch v du lch BUFFALO TOURS l Cng ty iu hnh tour du lch ni a v qun l im n hng u ti Vit Nam, Lo, Campuchia v Thi Lan. Cng ty chuyn cung cp sn phm du lch mo him cho cc du khch n t c (25%), Vng quc Anh (25%), i lc Chu u- c v Php (15%), ngi nc ngoi chu v Vit Nam (15%) v Hoa K (20%). Cng ty hin ang phc v hn 50.000 khch du lch/nm vi hn 1.000 i tc. Khch du lch n vi Cng ty u l nhng ngi a thch s kt hp ca du lch mo him hoc du lch hng sang. Phn ln du khch u tn dng khong thi gian t 7,10 n 14 ngy trong k ngh php, hoc trc khi thay i cng vic i du lch. Trc y a s cc tour du lch ca Cng ty ch tp trung vo th trng Vit Nam v Thi Lan. Hin nay Buffalo Tous

 v ang b sung thm cc sn phm/dch v du lch trong khu vc ng Dng nhm p ng nhu cu ngy cng cao ca khch hng. INTREPID VIETNAM l Cng ty thuc 51% s hu ca Thin Minh v 49% s hu ca Intrepid Travel (c). Intrepid Vietnam chuyn t chc cc chuyn i trong v ngoi nc cho khch ca Intrepid Travel ti cc nc trong khu vc ng Nam nh Vit Nam, Lo, v Campuchia. Cng ty chuyn tp trung vo i tng khch hng c thc c lp v ti chnh. H l nhng ngi c nim am m c khm ph v tri nghim cc nn vn ha a phng v s dng dch v du lch an ton. Cc tour du lch ca Cng ty thng ko di t 10 n 22 ngy. Khch hng chnh ca Cng ty ch yu n t c, New Zealand (52%), Bc M (13%), Vng quc Anh (18%) v mt s nc Chu u (7%). Phn ln khch du lch thuc nhm tui t 30-50, c thn, trong c ti 60% l ph n v ngi dn ni thnh, vi mc thu nhp t trung bnh ti thu nhp cao. CHO LON TOURS trc y l mt cng ty con ca Tng cng ty du lch Si Gn (Saigon Tourist), mt cng ty du lch s hu vn nh nc ln nht Vit Nam. Ch Ln Tours c ba mng kinh doanh chnh: dch v du lch ni a hp tc vi cc i tc nc ngoi ch yu Trung Quc v ng Nam , dch v du lch nc ngoi cho khch hng Vit Nam n cc a danh Trung Quc v khu vc ng Nam ; v dch v du lch ni a cho ngi Vit Nam min Trung v min Nam Vit Nam. i vi dch v kinh doanh du lch nc ngoi v du lch ni a ca Ch Ln Tours, khch hng truyn thng thng l ngi Vit gc Trung Quc v ngi Vit Nam t thnh ph H Ch Minh

2. Dch v khch sn Cng ty C Phn Du Lch Thin Minh hin s hu mt s thng hiu khch sn t 3-4 sao nh Festival Hu, Mai Chu Lodge, chui 5 khch sn Victoria ti 5 tnh thnh Vit Nam v iu hnh khch sn Xiengthong Palace Luang Prabang, Lo. Bn cnh , Cng ty cn hp tc vi Jetwing Sri Lanka thnh lp Cng ty Qun l Khch sn Jetwing Indochina vi chc nng qun l v pht trin cc khu ngh dng v khch sn t 3 n 4 sao.

3. Dch v bn l Cng ty Thin Minh xy dng v m rng chui i l dch v bn l Buffalo Tours ti Vit Nam (Buffalo Tours Travel Agency - BTTA) vo nm 2010. Thng qua th in t, in thoi hoc trc tip, du khch ni a v ngi nc ngoi sinh sng ti Vit Nam s c t vn v cung cp nhng gi sn phm du lch th v. Vi vic tp trung vo cung cp cc sn phm du lch cao cp c h tr ngn ng bn a v nhng thit k nhng sn phm ph hp vi nhu cu du khch, i l bn l ca Buffalo Tours t tin s l cu ni gia du khch vi mi im n trn ton th gii.

4. Dch v khc ASIA OUTDOORS chuyn v cc hot ng du lch mo him chuyn bit nh leo ni, cho thuyn, p xe, v nhiu cc loi hnh khc. Tr s hin nay ca cng ty t ti Ct B, Hi Phng l ni c a hnh thun li cho hot ng kinh doanh du lch mo him. Bn cnh , cng ty cng cung cp cc dch v t vn v qun l cho cc n v t chc hot ng thm him khc. VN TI THIN MINH c thnh lp vi hot ng chnh l chuyn cung cp phng tin du lch nh tu, xe m bo cht lng tt phc v khch ca Cng ty v khch ca cc Cng ty thnh vin khc nh Buffalo Tours v Intrepid Vietnam. Hin Cng ty s hu 22 u phng tin, 4 tu ng m cao cp H Long v 1 tu sng Hng. Bn cnh , trn website ca cng ty cn cung cp v thng bo v nhng s kin tiu biu, c bit ca cng ty nh thi gian cng ty mua li h thng khch sn v khu ngh dng Victoria. Tm kim ch v t ch trc tuyn cho tt c cc chuyn bay quc t khi hnh t Vit Nam. Mang n ngun thng tin t vn, hng dn du lch a dng v hu ch phc v cho du khch n Vit Nam, v ngi Vit Nam c nhu cu du lch trong v ngoi nc. Chc nng t ch trc tuyn (cho v my bay, khch sn, tour) trn iVIVU cng vi nhng thng tin v nhn xt thc t v cc a danh, cc im ngh mt ni ting trong nc c cung cp bi nhng chnh nhng ngi bn a v khch hng s gip bn c y thng tin v an tm hn khi ln k hoch cho chuyn i du lch ca bn m ch vi vi c click chut.

 Cung cp nhng phng thc lin h truyn thng ca mt i l du lch nh l: qua in thoi, fax, th in t hoc trc tip ti vn phng. Ngoi ra, trn website ca cng ty c phn du lch Thin Minh cn cung cp 3 loi ngn ng: Ting Vit, English v Php khch hng c th ty tng vng a l khc nhau vn c th truy cp vo website tm kim thng tin Ngoi nhng dch v ca mt i l du lch ti Vit Nam (bn v my bay, tour, trn gi, lm visa, t phng khch sn) cng ty cn giao v min ph v n tn nh nhn thanh ton trong a bn H Ni v thnh ph H Ch Minh (dnh cho khch Vit Nam) v cung cp cho khch hng gi v my bay v trn gi khuyn mi mi nht cho nhng chuyn i ni a v quc t. Cung cp trn website v bn ca cng ty ti 9B Hng Chui, Hon Kim, H Ni, Vit Nam. ng thi l a ch email ca cng ty: hr@tmgroup.vn v s in thoi ca ng dy nng: +84-904324048 ngay trang ch website c th thy 3 bi vit mang tn : Cm hng, Tri nghim v i mi th hin m phong cch v gi tr ct li m Thin Minh Group hng ti phc v khch hng ca mnh. Kt lun: Ni dung ca website: thienminhtravel.com vi s chi tit, y , r rng v tp trung vo nhng im chnh, gi tr ct li khin cho khch hng c c ci nhn tng qut v r nt v cng ty cng nh nhng sn phm, dch v m cng ty Thin Minh hin ang cung cp v phc v nhu cu ca khch hng trn th trng. Mang n thng tin vi ni dung y khng ch th hin s t m, thn trng trong vic thit k website m hn th na, n cn t s phc v khch hng ln hng u, gip h ln k hoch i du lch, ng thi th hin r mc tiu chin lc kinh doanh ca cng ty l tr thnhcng ty hng u trong lnh vc du lch v khch sn ti Vit Nam. Vi cch thit k, sp xp ni dung nh vy, khch hng ca cng ty bt c khu vc a l no cng c th truy cp v tm kim thng tin mt cch nhanh nht, chnh xc nht. 3- V hnh thc Giao din: Mu sc c website c s kt hp hi ha gia mu xanh da tri v mu trng Tnh tin dng ca website: ngoi website chnh l www.thienminhtravel.com mi dng sn phm ca cng ty u c mt website truy cp ring, vi nhng thng tin y v chi tit hn v loi sn phm , iu ny khin khch hng c th d dng tm kim thng tin. ng

thi, khch hng cng c th a ra yu cu, thc mc, nhn xt thng qua phn lin h. Nhng yu cu ca khch hng lun c cng ty cp nht thng xuyn. Trn trang website ca cng ty Thin Minh c nhng hnh nh v rt nhiu im n ca Vit Nam v trn th gii, iu cho thy nhng dch v v sn phm m cng ty Thin Minh sn sng p ng bt k nhu cu no ca khch hng, t thng thng n cao cp. Biu tng ca cng ty Thin Minh gc bn tri ca trang ch l hnh na qu a cu, hnh nh chng minh cho khu vc v phm vi hot ng, kinh doanh ca tp on Thin Minh. Khng ch Vit Nam, khu vc ng Nam m cn vn n nc khc trn ton th gii nh Vng quc Anh, Bc M nh gi: Giao din d s dng v c tnh thm m cao em n cho khch hng cm gic bnh yn v mt bu khng khi trong lnh. Tc s dng nhanh, c th nhanh chng truy cp vo bt c phn ni dung no m khng phi ch ti thng tin. Thit k website mang mu sc v c trng ring ca cng ty vi mc tiu kinh doanh l lun mang n ngun cm hng do dt cho cuc sng, nhng tri nghim th v v s i mi khng ngng trong mi dng sn phm Kt lun: Vi hnh thc bao gm giao din, thit k p mt v mang nt c trng ring ca cng ty khin cho khch hng cm gic c chm sc tn tnh, to ra s thu ht v tnh hp dn ring ca website. III. u nhc im 1. u im B cc khoa hc: Trang web n gin v sp xp theo trnh t, c theo cch t trn xung di, v bn khng cn a mt xung quanh, v bn ch quan st vng bn ang c thun tin cho ngi s dng, d dng trn mi trnh duyt v mt thi gian hin th. Thit k hng tm: Website c b tr trc gia v ni dung c a vo gia trang v s dng b cc mm do (full-width)(n i mn hnh khng cn thanh trt scroll) ni dung cn gia mn hnh c ch trc tin v r rng, tha mn tiu ch cho vic n gin v cn bng, vic quan st thc hin mt cch d dng dc t trn xung n di, bo ton c rng ca ni dung.

n gin trong thit k: Website c thit k n gin vi tng mu ch o l xanh da tri v trng to cm gic yn binh v an lnh, ng thi cc mc v ni dung c thu gn trong cc box va thun tin va gn gng, cn i thng tin c sp xp hp l, gn gng, m bo cho ngi xem tm thy m khng phi click qu 3 ln gip ngi s dng tm kim, hiu v s dng website d dng hn. Nu ngi s dng gp kh khn trong vic ng nhp v s dng website, h s khng kin nhn theo di ni dung ca n

To cc ng link r rng: Website c nhiu ng link v c thit k thun tin, d nhn trn nh, bn di v ngang bn tri trang web, ch cn click vo cc box th s hin ra cc ng link ti ni dung m bn mun n, ng thi website cng s dng nhng biu tng cng tiu bng ch ca cc dng sn phm ca tp on m ngi xem d nhn bit v d hiu lm ng link trnh lng ph thi gian ca ngi xem v ng link c thit k d nhn trnh cho ngi xem hoa mt khi tm kim chng.

nh hng minh bch: Website cung cp k hiu nh hng hoc bn trn mi trang, m bo cho ngi s dng bit h ang u v a ra hng dn cho ngi s dng: Website cung cp cc thng tin, cc thng hiu, dch v m tp on c th cung cp cho ngi s dng. V d nh cc dch v, cc thng hiu tp on s hu v cch lin h.

Cung cp cho ngi s dng th m h cn: Website cung cp y d cc thng tin v tp on cng nh cc thng hiu, dch v km vi ng link, cng vi thanh cng c search to iu kin cho ngi xem d dng xem v tm c thng tin mnh cn m khng phi mt cng v thi gian. Ni dung r rng, c thit k thu ht, hp dn vi cc thng tin c ch cho vic tm tiu; ng php cn thn, ngn ng ngn ng ngn gn to n tng v mt s chuyn nghip i vi ngi xem.

Hn ch ti a thi gian download: Website c nhiu hnh nh nhng u l nhng hnh nh nh, mu sc n gin, a nhn thi gian download ngn. Website thit k n gin nhm phc v c tt c cc i tng k c ngi khng thnh tho cng ngh, gy n tng bi s nh nhng ch khng phi bng nhng cng ngh tin tin d lm ngi xem mt kin nhn.

S dng hnh nh vi s lng va phi: Hnh nh trn website khng nhiu gm nhng hnh nh nh lm nn v cc hnh nh cc thng hiu c trng ca tp on, c thit k hp l nh l mt phng php b sung v tng gi tr cho ni dung ch khng lm lu m ni dung v nh hng ti tc truy cp.

Mu sc: Qu nhiu mu s lm cho website trng ri rc v qu le lot nn website ca tp on ch phi hp 2 mu chnh l xanh dng v trng to n tng, s phi mu ph hp em li s tng thch v nhn mnh c nhng ni dung v thng tin quan trng. Tng t, nn mu ca website l nn mu sng ca bi ct cng font ch ph thng, c tng phn vi nn, d c, d hiu. Website c nhiu khong trng trng to iu kin cho mt ngi s dng c ngh ngi trong giy lt v h c th tp trung hon ton vo nhng phn ring bit khc trong trang.

2. Nhc im Website ny l 1 trang web tnh nn c nhng nhc im c bn sau: Kh khn trong vic thay i v cp nht thng tin: Mun thay i v cp nht ni dung thng tin ca trang website tnh Bn cn phi bit v ngn ng html, s dng c cc chng trnh thit k ho v thit k web cng nh cc chng trnh cp nht file ln server. Thng tin khng c tnh linh hot, khng thn thin vi ngi dng : Do ni dung trn trang web tnh c thit k c nh nn khi nhu cu v thng tin ca ngi truy cp tng cao th thng tin trn website tnh s khng p ng c. Kh tch hp, nng cp, m rng: Khi mun m rng, nng cp mt website tnh hu nh l phi lm mi li website. Ngoi ra website cn c 1 s nhc im khc: Cc bi vit ti phn thng co v tin tc trang ch tng i t, khng hin th ngy thng v khng c cp nht thng xuyn. Nhiu bi vit c qu t thng tin, i khi ch l vi dng lm ngi c khng tip cn c thng tin dy v cm thy hng th vi bi vit. Khng c phn nu nhn xt ca khch hng phn nhn xt vi phn hi nm trong phn lin h ri Khng c phn FAQ tr li nhng cu hi ph thng cho khch hng trnh nhng cu hi trng lp lm mt thi gian cng nh cng sc. Ch vit trnh by trn home page hi nh, d gy ri mt v kh chu khi c. Khng c thanh cng c search nn cng vic tm kim kh khn hn.

Nhng hnh nh u trang tuy p nhng hi nhiu v nh, khng ni bt trn nn xanh to tot ln c ht ni dung ca chng

IV. Mt s bin php khc phc, phng php nng cao hiu qu ca trang web Nn a nhn xt khch hng ln website: Nhn xt khch hng tr thnh chiu th 4 trong quyt nh du lch bn cnh v tr, gi v thng hiu v du khch mun thy bc tranh ton cnh iu tt, iu xu trc khi h t phng (49% du khch mun c nhn xt t khch hng khc). Bin php: ng dng mt phn mm cho php khch sn phn hi trc tip ngi a ra nhn xt tiu cc. Cng ty nn thnh lp i ng bin tp bng cch s dng nhn vin hin ti vit cc cu chuyn v cng ty. Gi y, mi trang u c mt cu chuyn, bao gm c thng tin v im n. a ra mt s cu hi cho ngi thm website. 4 cu hi: Bn mun i u, bn mun u khi ti im n, khi no bn ti, v c bao nhiu ngi?. Cp nht thng tin thng xuyn. Bit i tc l ai? Khch hng l ai c th thit k nhiu phin bn ngn ng khc nhau. Thu ht s quan tm ca ngi xem : nhng bi gii thiu v cng ty l rt hu ch, cn chn lc, a ra nhng thng tin tinh ty, hu ch nht lm ni bt trang ch, nhng u vit ca sn phm v dch v cung cp. Nhn mnh ni dung chnh: S dng nhng k thut, k xo lm ni bt nhng khon mc quan trng: Phn nh cc khon mc mt cch r rng: S dng mu, th header tag hay cc ngt dng phn nh cc mc. Xy dng d liu di dng ct: Phn ct c th d c hn l vit di dng dng ngang ko di ht mt trang mn hnh. Xy dng nhng on thng tin ngn: S dng on text ngn v lm ni bt nhng ni dung chnh quan trng ca tng on.

Ch dn truy cp: Mt h thng iu hng hay ch dn cho khch hng truy cp l v cng quan trng nu mun thu ht v tng s lng khch truy cp: Cng c iu hng truy cp: Hy to sn cho khch hng cc la chn iu hng (quay li trang trc, xem cc bi vit trc... ) m khng phi s dng s tr gip cc trnh duyt c bit. Cc t hp phm tt cng s rt hu ch ngi truy cp c th s dng truy cp vo mc mong mun t bn phm thay bng vic nhp chut. S trang (sitemap): Vic xy dng mt sitemap l rt hu ch. Khng ch gip khch truy cp m h tr chnh bn qun l, theo di, cp nht thng tin. Sitemap gip bn xy dng bc tranh tng quan cho website, v d dng hn cho vc tm kim thng tin, chnh sa ni dung ca website.

Xy dng nim tin vi khch hng: Xy dng nim tin cho khch hng l v cng quan trng. Trn trang ch hy mt v tr nh cho: Tn cng ty, a ch, v s in thoi. Khng t khch hng lng l khi a ra quyt nh giao dch vi cc website khng c a ch, s in thoi c th: a ch email: Vic cung cp mt a ch email cng cn thit gip khch hng c th d dng giao dch vi bn, tuy nhin cng nn cn thn trc nhng bc th c gi di dng Spams. T l khch truy cp: Vic a ra t l khch truy cp, s lng khch truy cp l mt chin lc hay. Cng nhiu khch hng chng t website cng c tin tng, qua lng truy cp khch hng cng hnh dung v nh gi c cht lng ca dch v v sn phm bn cung cp.

Kim tra v khc phc s c: Cc li xut hin trong vic thit k v upload ln mng l khng trnh khi. V vy cn phi quan tm nhiu hn n vic tm kim v khc phc cc li trc khi gii thiu rng ri n cng chng. V. Cc cch thc qung b website a mt website n vi cng chng, cng tc qung b website l mt vic rt quan trng. Hin nay c khong trn di 20 cch ph bin nht qung b cho mt website. Vic la chn cch qung b no ph thuc rt nhiu vo chnh bn thn website nh ni dung ca website l nhng g, i tng ch yu l ai, loi hnh web l g Thienminhtravel.com la chn cho mnh

nhng cch qung b ph hp nht. S dng cc cng c tm kim Thienminhtravel.com tn dng cc cng tm kim mt cch ti a v trit . Cc thng tin v Cng ty Thin Minh cng nh website ca cng ty c th c tm thy rt d dng qua cc cng c tm kim nh Google, Yahoo. Hin nay, Google l cng c tm kim hic qu v c s dng nhiu nht trn th gii. Theo mt thng k gn y, c n 75% ngi dn s dng cc cng c tm kim nh Google hay Yahoo tm thng tm v mt vn no h quan tm. Khi mt web no hin ra trong top 10 kt qu tm kim l li th rt ln cho vic a web n vi ng o ngi tip cn.

t ng link trn cc web ca cc cng ty thnh vin. Cng ty Thin Minh c tt c 16 cng ty thnh vin, s hu 10 thng hiu sn phm du lch. Cc cng ty thnh vin ny u c cc trang web ring ca mnh m trn u c link dn sang thienminhtravel.com.

Cc web ca cng ty thnh vin c link sang website ca Thin Minh l: Buffalo Tour, Mai Chu Lodge, Festival Hue Hotel, Victoria Hotels & Resorts, Ivivu. Tuy nhin, a s cc website ny ch link ca Thin Minh trong phn gii thiu v cng ty m khng c logo i din dn link trc tip nh: Festival Hue Hotel ch c link trong phn Overview. Mt trong nhng khch sn, khu ngh dng ni ting nht m Thin Minh s hu l Victoria, c mua li t tp on EEM vi 45 triu USD. y l mt thng v ln nhng sau khi s hu c chui khch sn ny, website ca Thin Minh cng ch c cp n trong phn Legal Information. Duy ch c http://www.ivivu.com/vi/ l c logo v link dn trc tip ngay ngoi trang ch. y l mt iu cn hn ch trong cng tc qung b ca website. C link website trn cc thng bo tm, tuyn nhn vin Hu nh trn bt c mt thng bo tuyn nhn vin no ca bt c mt cng ty thnh vin no ca cng ty Thin Minh u c website ca cng ty trn . iu ny to thun li rt ln cho c hai pha, n v tuyn dng v ngi tm vic. Cng ty tuyn dng s to c nim tim i vi ngi c tuyn dng, khng nh thng hiu cng nh vic qung co website. Bn cnh , website cn l ni cung cp thng tin v tp on cho mi ngi h c c nhng hiu bit nht nh v cng ty, ni m mnh s np n xin vic, t s a ra quyt nh chnh xc, trnh gy lng ph v thi gian v cc ngun lc khc. Vic website km trong cc thng bo tuyn dng to thun li khng ch cho cng tc tuyn dng m cn rt hu ch cho vic qung b website, tng cm nhn v s chuyn nghip ni ngi tm vic. C link website trn cc bi gii thiu v cng ty, n v thnh vin Thin Minh l mt cng ty ln trong lnh vc kinh oanh du lch, nhn c nhiu s quan tm ca cng chng. Do vy, khi mt bi bo hay website no gii thiu v Thin Minh u phi cung cp y tt c thng tin, trong c website ca cng ty. Khng ch nhng bi gii thiu v cng ty m nhng bi gii thiu v cc cng ty thnh vin ca Thin Minh u c website ca cng ty. iu ny to thm n tng i vi ngi c v website ca cng ty, nng cao hiu qu ca cng tc qung b.

Bn cnh nhng cch qung b trn y, website ca cng ty cn c ng km vi thng tin ca cc thnh vin lnh o trn cc trang thng tin, danh b, cc trang vng v doanh nghip u cung cp ng link ca website. Gii php m rng vic gii thiu website Vic qung b website c Thin Minh ch trng. Tuy nhin, vic qung b ny cha thc s su rng. C th nh, vic xut hin trn cc trang ln nh VnExpress.net, Dantri.com.vn, 24h.com.vn l cha c. Mng x hi ng pht trin vi mt tc khng th tng tng c. Cc trang mng x hi c lt truy cp thuc hng top hin nay l Facebook, Twitter, Youtube Nu website c qung b trn cc mng x hi ny th s l mt li th cc k ln. Trong khi rt nhiu cng ty, website u c mt trn cc trang mng x hi th thienminhtravel.com li cha tn dng c li cng c hu ch ny. Khng ch cha c quan tm trong vic qung b online, vic qung b website trn cc n phm qung co, cc vt dng lu nim l cha c, cng lm cng ch l vic tn ca cng ty trn cc sn phm ny. Thit ngh, Thin Minh nn gia tng thm mt s hnh thc qung b mi website n c vi mi ngi mt cc rng ri hn na. VI. So snh website Nhm chng ti la chn so snh website ca hai cng ty Thin Minh Travel v Saigon Tourist v: y u l hai cng ty c quy m ln v hot ng rt thnh cng trong lnh vc Du lch. Hai cng ty u hot ng trn nhng lnh vc ging nhau, l cung cp, iu hnh cc tour du lch trong v ngoi nc ng thi kinh doanh trong lnh vc khch sn 1. Gii thiu s nt v Cng ty Saigontourist: Tn doanh nghip Tn Ting Anh Tn Vit Tt Logo Giy Php Thnh Lp : Tng Cng ty Du lch Si Gn TNHH Mt Thnh Vin. : Saigontourist Holding Company : Saigontourist : : Quyt nh thnh lp s 1833/Q-UB-KT, ngy 30/03/1999 ca UBND Thnh Ph H Ch Minh ng K Kinh Doanh cp ngy 04.06.1999 : Giy chng nhn s 103426 do S K hoch v u t TP.HCM

Vn Tng Cng Ty M s thu T r s chnh T Fax Email Website

: 3.403.835.000.000 ng : 0300625210 1 : 23 L Li, Qun 1, Thnh Ph H Ch Minh, Vit Nam : (84.8) 3829 2291 - 3822 5874 - 3822 5887 - 3829 5000 : (84.8) 3824 3239 - 3829 1026 : saigontourist@sgtourist.com.vn : www.saigon-tourist.com

Thanh lp vo ngy 01/8/1975, Cng ty Dch v L hnh Saigontourist (thnh vin trc thuc Tng Cng ty Du lch Si Gn) nhanh chng tr thnh mt trong nhng cng ty l hnh hng u v duy nht ti Vit Nam kinh doanh hiu qu trn c 3 lnh vc du lch quc t, du lch nc ngoi v du lch trong nc. S pht trin ton din, khng ngng i mi sng to, hon thin cng ngh qun l, nh chun quy trnh phong cch phc v cng ngun nhn lc di do, giu kinh nghim, yu ngh l nn tng to nn sc mnh, gi tr khc bit cho thng hiu L hnh Saigontourist. Saigontourist hin qun l trn 100 doanh nghip hot ng trong cc lnh vc khch sn, khu ngh dng, nh hng, vui chi gii tr, l hnh, vn chuyn, hi ngh hi tho, doanh thu hng nm trn 10.000 t ng, li gp trn 3.300 t ng, np ngn sch trn 1.000 t ng; i ng CNVC NL trn 17.000 ngi. Trong quan h quc t, Saigontourist hp tc vi khong 300 i tc ti nhiu quc gia trn th gii. Th mnh ct li ca Saigontourist tp trung trn cc lnh vc chnh: lu tr - m thc - l hnh - cc dch v du lch. Hot ng kinh doanh chnh ca Saigontourist l thit k v thc hin mt cch tt nht cc dch v du lch v du lch kt hp hi ngh cho khch hng vi kinh nghim t vn, dch v cht lng tt, v sn phm a dng. Hin nay, Cng ty Dch v L hnh Saigontourist l mt trong cc nh iu hnh du lch hng u trn phm vi ton quc, vi h thng quan h i tc cht ch vi hn 300 cng ty, i l du lch ti 36 quc gia v vng lnh th nh Php, c, Nht, Nga, Hoa K, Trung Quc, Bc u, Ty Ban Nha, Hn Quc, cc nc trong khu vc ASEAN.Bn cnh , Cng ty Dch v L hnh Saigontourist l thnh vin chnh thc ca cc Hip hi du lch quc t (PATA, ASTA, USTOA, JATA) v Hip hi Du lch Vit Nam (VT)Hip hi Du lch TP. H Ch Minh (HTA), Cu lc b du lch MICE Vit Nam.

T nm 1999 n nay, Cng ty Dch v L hnh Saigontourist c Tng cc Du lch Vit Nam v Hip hi Du lch Vit Nam bnh chn t danh hiu Cng ty L hnh Quc t hng u ti Vit Nam 2. nh gi v website ca cng ty Saigontourist: a) Gii thiu v website: Saigon tourist.com l website gii thiu tt c cc thng tin v cng ty du lch Si gn tourist bao gm cc m hnh dch v nh: lu tr, nh hng, l hnh, vui chi gii tr, thng mi, xut nhp khu, ca hng min thu, vn chuyn, xy dng, o to nghip v du lch & khch sn, sn xut & ch bin thc phm. Bn cnh , website chnh thc ca cng ty cn thng xuyn cung cp nhng thng tin lin quan n lnh vc du lch nh: tin tc, s kin, gi tour, cc chng trnh khuyn mic cp nht mt cch lin tc gip cho ngi truy cp d dng nm bt c thng tin v doanh nghip cng nh cc ni dung m h quan tm. b) nh gi v website: A- B cc: B cc ca website c chia thnh cc ni dung sau: 1- Trang ch: bao gm cc phn tin tc lin quan n lnh vc du lch trong v ngoi nc. c cp nht trong ngy, cc hot ng, s kin ni bt ca cng ty, cc tour du lch mi m 2- Trang thng tin gii thiu v doanh nghip: Tr s chnh ca doanh nghip, cc thng s chnh thc v doanh nghip, v lch s hnh thnh,lnh vc kinh doanh, c cu t chc, cc du mc quan trng m doanh nghip t c. 3- Trang gii thiu v sn phm dch v: Cc sn phm dch v chnh m cng ty du lch Saigon tourist ang kinh doanh bao gm: khch sn v khu du lch; nh hng; l hnh; gii tr; dch v khc. 4- Trang lin h, gp : Cng ty Saigon tourist a ra mt giao din m ngi s dng mun lin h phi in nhng thng tin c bn v bn thn sau cc thng tin ngi s dng s c gi trc tip n a ch email chnh thc ca cng ty. Kt lun: B cc n gin: website c thit k theo kiu truyn thng, c thit k lm 3 ct chnh( trang ch, thng tin v cng ty Si gn tourist, lin h). Vi b cc ny s to cho ngi xem cm gic d dng theo di cc ni dung trn website. Bn cnh , b cc ca website cn c thit k theo hng dn tri ni dung t trn xung di (bao gm cc mc nh: khch sn v du lch, nh hng, gii tr, cc dch v khc) vi cch thit k ny ngi xem khng cn phi a

mt nhn xung quanh m ch cn tp trung vo phn ni dung ang xem. V iu ny cng s gip gim bt thi gian duyt web cng nh thi gian hin th ca cc trnh duyt. B- Ni dung: - Cung cp thng tin chung v cng ty mt cch chi tit. - Thng tin m website cung cp cho khch hng r rng, y v cc dng sn phm, dch v ca cng ty, bao gm: Khch sn v khu du lch: +)Ti min Bc bao gm: Khch sn Si Gn- H Long. +) Ti min Trung bao gm 15 khch sn. +) Ti min Nam bao gm 31 khch sn. Nh hng bao gm 15 nh hng. L hnh: gm 11 cc cng ty l hnh. Gii tr: bao gm Cu lc b tr chi c thng khch sn Rex, Cu lc b International Tourist. Cc dch v khc nh Khu th Du lch bin Cn Gi, Cng ty c phn Eden, X nghip Git i & Dch v 1/5, Jetstar Pacific, Trung tm Hi ch & Trin lm Si Gn C- Hnh thc: - i vi giao din ca website Saigon tourist, ta c th nhn thy mt s vn sau: +) Thit k trnh by kh n gin: Trang web khng t qu nhiu thnh phn gy ri (thng tin qung co, cc icon phc tp) nn trang web kh thng thong do ngi xem c th truy cp thng tin d dng. Ngoi ra, trang web cn s dng cc gam mu trung tnh ( xanh da tri, vng) khng qu sc s, cc ch chnh c nh du, lm ni bt v c b tr nhng khu vc, v tr m ngi xem d nhn thy nht.Cc hnh nh c b tr ph hp khng gy ri mt cho ngi xem m vn to c hiu ng. +) Cch s dng font ch: Font ch c s dng trong website kh ph hp t ng n gin, d hiu,font ch d nhn tuy nhin cn kh n gin. Font ch dng cho tiu cng nh cc ni dung thng tin chnh c lm ni bt , khong cch gia cc dng thng tin kh cn i mang n cho ngi dng mt s thoi mi khi xem cc ni dung m doanh nghip mun truyn t.

- V k thut: website c tnh n nh kh cao v c bit l ngi dng c th truy cp mt cch d dng. Cc ng link c s dng trong website c th truy cp nhanh chng, khng qu phc tp. Tuy nhin website cha to c cc ng link bng ch hay biu tng tt c cc trang con mi ngi c th xem li hoc xem tip m khng phi s dng n nt "Back" hay "Forward" ca trnh duyt. - Cc h tr tc nghip : Website cn thiu phn dch v chm sc khch hng. Thay vo website li a ra phn lin h buc ngi xem phi a ra cc thng tin v c nhn. iu ny s gp phn m bo tnh bo mt m ngi xem mun lin h vi cng ty cng nh cc thng tin v doanh nghip tuy nhin s gy kh khn cho ngi dng. - Mc hiu qu hin ti: Mc d website c thit k kh n gin nhng vn cung cp y cc thng tin cho ngi dng. Ngi dng khng phi mt qu nhiu thi gian v ni dung m h mun tm kim bn cnh cc thng tin v doanh nghip cng c cp nht lin tc. Tuy nhin hn ch c th thy website ny l cha cung cp phn thng tin v s lng ngi truy cp hng ngy . 3. So snh 2 website Hin nay, cng ty Saigontourist ang s dng song song hai website l http://www.saigontourist.com/vn/index.asp v http://www.saigontourist.net. Trong , website http://www.saigontourist.com/vn/index.asp l trang thng tin c bn ca cng ty v trang http://www.saigontourist.net l trang giao dch kinh doanh cho cc khch hng ca cng ty. Trong khi , cng ty Thin Minh ch s dng mt trang thng tin duy nht l http://www.thienminhtravel.com cn cc giao dch c thc hin thng qua website ca cc cng ty con, c ng link c t ti cui trang web. Saigontourist u im : Vic c hai trang web thc hin cc chc nng ring bit gip cng ty p ng c nhng mc ch tm kim thng tin khc nhau ca khch hng, thng tin khng b ln ln; lm cho vic truy cp tr nn nhanh chng, d dng, khng b qu ti Nhc im : Vic c hai trang web cng khin cho nhiu khch hng c th bi ri v khng bit u l trang web chnh thc ca cng ty khi tm kim thng qua cc cng c tm kim trn mng. Thin Minh Group

u im : Ch s dng mt trang thng tin duy nht khin vic tm kim website tr nn d dng, cc thng tin c tng hp y nn khch hng khng phi mt thi gian tm kim lu

Nhc im : Ch dng mt trang thng tin c th khin lng thng tin ng ti qu nhiu dn n tnh trng li, truy cp chmng thi cng gy kh khn cho vic bo tr, nng cp v cng lc phi iu chnh nhiu khon mc.

Trong bi bp ny, nhm chng ti s so snh v hai website l http://www.thienminhtravel.com v http://www.saigon-tourist.com/vn/index.asp v y u l hai website thng tin ca hai cng ty. a. V b cc Cc chuyn gia v thng mi in t ca T chc Thng mi quc t ITC c mt li khuyn rt qu bu: Hy lm sao ngi xem ch cn nhn chut khng qu 3 ln thy thng tin cn tm. y cng chnh l iu m hai website t c khi thit k b cc trang r rng, khoa hc to s thun tin cho vic truy cp v tm kim thng tin ca khch. - Tuy cc khon mc trong b cc ca hai trang web l nh nhau, u phn chia cc mng: l hnh, khch sn v dch v khc, nhng cch sp xp v th hin trn website li hon ton khc nhau. + Trn website ca Saigontourist cc khon mc c kch thc nh, c t lch v gc tri mn hnh; iu ny c th gy kh khn cho vic nhn bit cc khon mc ny ca khch hng + Trn website ca Thin Minh Group cc khon mc ny li c khch thc ln, r rng, t v tr gn nh l trung tm ca website gip khch hng khi truy cp c ngay n tng, d dng nhn bit. - Ngoi ra, b cc website ca Saigontourist c thit k theo kiu truyn thng l sp xp thng tin ln lt, dn tri t trn xung di, ly trng tm l mc tin tc. Trong khi , Thin Minh Group thit k b cc website kh l, ly trng tm l sn phm v gi tr ct li ca cng ty, mc tin tc ch l ph, c t l phi ca trang. - V cng hot ng a ngnh ngh nn hai cng ty u c nhng chi nhnh, cng ty con thc hin cc chc nng chuyn bit trong tng lnh vc hot ng. V khch hng c th hiu r v cc lnh vc kinh doanh cng nh gim ti lng thng tin trn website ln, hai website u chn cch thit lp mt trang web khc v cc cng ty con v a ra ng link lin kt. Tuy nhin cch thit k th hon ton khc nhau. Thin Minh Group th a ra nhng gii thiu khi qut v cc cng ty con ri mi c ng link lin kt, iu ny rt thun tin cho

khch hng, gip h ngay lp tc c thng tin v cng ty m cha cn truy cp trang web khc. Trong khi , Si Gn th cc ng link lun m khng c thng tin g trc v cng ty hay cm khch sn. b. V ni dung S ging nhau : - C hai website u l trang cung cp thng tin khi qut, c chn lc v cng ty, v cc dng sn phm v dch v hng ti i tng truy cp va l cc khch hng tim nng va l cc i tc hin c ca cng ty. - Ni dung trnh by trn c hai website u y , r rng, mch lc, c tinh khach quan, khng a ra nhng thng tin gy tranh cai hay cng kch cc i th cnh tranh ca mnh. - Ni dung cc thng tin chnh xc, lin tc c cp nht t ngun tin xc thc l i din cng ty. S khc nhau: - L cng ty v Du lch nn ngn ng ca hai website khng ch dng li bn Ting Vit m cn c nhng ngn ng khc. + Ging nh a phn cc trang web cp nht ngn ng khc ngoi Ting Vit, website ca Saigontourist ch c thm bn Ting Anh, iu ny th hin vic Saigontourist hng ti nhiu i tng khch hng s dng ngn ng Ting Anh ph thng. + Trong khi , ngoi cp nht ngn ng Ting Anh, Thin Minh Group cn c thm bn Ting Php, iu ny nhm hng ti th trng khch hng mc tiu ca cng ty bi hin ti th trng hot ng ca cng ty l cc nc ng Nam bao gm Vit Nam Lo Campuchia, m y li l nhng th trng n lng khch Php du lch hng nm rt ln. v vy cp nht bn Ting Php l mt cch tip cn th trng nhanh chng m khng tn qu nhiu chi ph. - Hai website u cung cp cho khch hng mt lng thng tin ln, y r rng. Tuy nhin cc thng tin trn website ca Saigontourist mang nhiu tnh cht lit k, khng c im nhn, c th gy nhm chn cho ngi xem. Cn ni dung website ca Thin Minh Group khng nhng trnh by rt chi tit m cn tp trung nhm mnh nhng im chnh, gi tr ct li em n cho khch hng ci nhn tng qut v r nt v cng ty, iu ny gip khch hng thy n tng v c thin cm ngay vi website cng nh cng ty. c. V hnh thc

C l y l im quan trng nht v kh nht i vi doanh nghip, quan im v ci p ca chng ta thng khng ging nhau. Nhiu khi bn cho l p th ngi khc li coi l mu m, bn thy n gin th ngi khc cho l tm thng. Trong giao din ca mt website lun c ch u tin, website c d dng cho ngi xem hay khng, c tp trung v lm ni bt c th mnh hay sn phm ca mnh hay khng, khch hng hiu mnh lm g, lm nh th no v nhng li ch mnh mang li cho khch hng l nhng tiu ch cn c s dng nh gi v mt website. im chung ca hai webisite ny l u thit k mt giao din vi mu sc nh nhn, nh nhng, khng mu m le lot, nhc mt. Theo quan im cc nhn ca nhm chng ti th website ca Thin Minh c thit k p mt hn website ca Saigontourist bi : - Trn website s dng nhiu hnh nh hp dn hn + nh nn website thay i theo tng chuyn mc. V d khi truy cp mc Dch v du lch th nh nn ca website l cnh bin xanh mt ca vng bin Mi N - Bnh Thun, cn khi truy cp mc Dch v khch sn s l hnh nh khng gian ngh dng ca Khch sn Victoria Hi An Website ca Saigontourist ch l mu trng n gin, khng s dng nh nn, khng to c cm gic thch th cho khch hng. + Thm vo trang ch ca website Thin Minh c banner l mt bc nh ln c ghp t nhiu hnh nh nh v cc hot ng du lch m du khch tham gia nh cho thuyn, p xe, leo ni do cng ty t chc, cc im n hp dn, ni bt : Vnh H Long, c Hu, thp Chm, Ty Nguyncng nh hnh nh v t nhin v con ngi ca Vit Nam. y l mt tng sang to rt c o, to nn cm gic rt hin i v kch thch mong mun khm ph ca khch hng. + Hnh nh v cc sn phm ca tp on c la chn k lng v p mt - Website ca Thin Minh Group c mu sc trang nh, t mu xanh da tri lm mu ch o v c s thay i cp mu xanh trang ch n cc mc ca website . Trong khi , website ca Saigontourist ch s dng mu trng ln nn c th gy cm gic n iu, nhm chn. - Bn cnh vic thit k cc khon mc trang ch theo kiu truyn thng l ngi dung phi click vo khon mc xem chi tit th website ca Thin Minh Group c mt cch sng to hn l s dng hiu ng ng. Trung tm ca website l ba bi vit ngn nhn mnh ba gi tr ct li m cng ty hng ti khch hng ca mnh l Cm hng, Tri nghim v i mi. Website cc bi vit ny vo ba khoang v s chy ln khi khch hng di chut vo. y cng l tng hay v

c o, kh bt ng, hiu qu trong vic li n tng cho khch hng. Trong khi , website ca Saigontourist kh truyn thng, khng c in nhn sng to. - Khng ch dng li phn hnh nh, website ca Thin Minh Group cng t mt cu nh v thng hiu "Khi ngun cm hng" cng rt ni bt va thu ht khch hng, kch thch tr t m ca h, va l th hin mc tiu hng ti ca cng ty : gip khch hng tm kim hay khi gi ln ngun cm hng trong cuc sng ca h. Trong khi , website ca Saigontourist khng xy dng cu nh v no. - Website ca Thin Minh Group c mt mc Newsletter (ng k nhn thng tin t trang) gip khch hng c th nhn c nhng thng bo khi c thay i, cc qung co ca cng ty hay tin tc t website ny. Mc c r rng, d thy cui trang cng rt thun tin cho ngi xem. Cn trn website ca Saigontourist khng c mc ny. Tuy nhin, website ca Thin Minh Group khng c mc Tm kim c th gy kh khn cho khch hng khi mun tm thng tin ngoi cc khon mc nu, trong khi website ca Saigontourist c mc ny gc phi ca trang. Thm vo , mc Tin tc trn website Thin Minh Group kh hn ch, ngi xem phi click vo nhiu nhnh khon mc xem c , gy kh khn cho vic theo di tin; trong khi website Saigontourist mc ny kh ni bt v sp xp khoa hc nn ngi xem c th d dng theo di.