TRNG I HC KINH T H CH MINH

KHOA O TO SAU I HC
LP: QUN TR K22 NGY 2
----------0O0----------

TI:
XY DNG K HOCH CHNG TRNH MARKETING CHO DCH V
TRUYN HNH CP SCTV

GVHD: TS INH CNG TIN

Nhm hc vin thc hin: NHM 3
1.

Trn Th Diu

2.

V Th Hong Dung

3.

Nguyn Th Hng ip

4.

Nguyn i H Phan

5.

Nguyn Minh Tun

Tp. HCM, thng 10/2013

MC LC
I.

PHN TCH, NGHIN CU TH TRNG TRUYN HNH TR TIN ...... 1

1. L do hnh thnh ti .............................................................................................. 1
2. Gii thiu chung v cng ty truyn cp Saigontourist (SCTV) ................................ 2
3. Gii thiu v dch v truyn hnh cp SCTV ............................................................ 3
3.1 Gii thiu v truyn hnh cp (CATV) ................................................................... 3
3.2 Truyn hnh cp SCTV ........................................................................................... 4
3.3 Th trng v i th cnh tranh ............................................................................ 9

II. NH GI THC TRNG MARKETING CA SCTV .................................... 10

1. Kho st cc yu t v hot ng Marketing ca SCTV ........................................ 10
2. Thit k kho st: .................................................................................................... 11
3. Hn ch ca kho st: .............................................................................................. 11
3.1 Hn ch v phm vi kho st: ............................................................................... 11
3.2 Hn ch v tnh i din ca mu: ........................................................................ 11
4. Kt qu kho st v phn tch:................................................................................. 12
4.1

nh gi chung v thc trng Marketing ca SCTV ....................................... 13

4.2

S bit n thng hiu .................................................................................... 14

4.3

S lin tng thng hiu ................................................................................ 14

4.4

Cht lng cm nhn ........................................................................................ 15

4.5

Gi tr cm nhn ............................................................................................... 16

4.6

Gi c cm nhn ............................................................................................... 16

4.7

Lng trung thnh ca khch hng..................................................................... 17

4.8

Qung co ......................................................................................................... 17

4.9

Khuyn mi....................................................................................................... 18

5. Xc nh vn tn ti trong hot ng Marketing ca SCTV .............................. 18

III. LP K HOCH CHNG TRNH MARKETING CHO SCTV ................... 19
1. Mc tiu marketing ................................................................................................. 19

2. Chin lc marketing .............................................................................................. 19

3. Cng c .................................................................................................................... 19
PH LC 1: BNG CU HI KHO ST ................................................................... 21
PH LC 2: KT QU KIM NH T-TEST ............................................................... 25

I. Phn tch, nghin cu th trng truyn hnh tr tin

1. L do hnh thnh ti:
SCTV ra i t nm 1992 v l doanh nghip Nh nc u tin ti Vit Nam c
Th tng Chnh ph cho php nghin cu, ng dng, thit k, u t, thi cng khai
thc mng truyn hnh cp hu tuyn hai chiu (HFC), bng thng rng kinh doanh
dch v truyn hnh cp tr tin. Vi li th l ngi tin phong v vi hn 20 nm kinh
nghim hot ng, SCTV tr thnh n vcung cpdch v truyn hnh tr tin hng
u Vit Nam vi lng ph sng rng khp ton quc. Tuy nhin, qu trnh hot ng
lu di nh th cng khin SCTV khng trnh khi nhng than phin ca khch hng,
c bit khi SCTV lin tc tng gi cc dch v, c th l gi dch v truyn hnh cp
tnggn gp 3 ln trong 3 nm t 2009 - 2011.Theo nhiu trang bo mng, c rt
nhiu phn hi, than phint khch hng gi n phn i vic SCTV tng gi cc
nh: b ri th thao, mun i cng khng c, ngt on qung co qu nhiu,
nhiu knh nhng pht ton chng trnh c, ng qun trn c quyn. Nh vy
phi chng nim tin ca khch hng i vi dch v truyn hnh cp ca SCTV gim
st mt cch nghim trng?
Bn cnh , SCTV ang mt dn th phn vo tay nhng i th cnh tranh khch. T
nm 2010, K+ gia nhp vo th trng truyn hnh tr tin vi li th trong tay l bn
quyn Ngoi hng Anh v ph sng ton quc nhanh chng t con s na triu
thu bao ch trong vng 3 nm, vt mt cc th lc nh HTVC, VCTV hay b li
pha sau AVG d gi r. Bn cnh , nhng tn tui ln nh Viettel, FPT Telecom
tuyn b nhy vo lnh vc truyn hnh cp nn vic SCTV mt th phn ch cn l vn
thi gian.
C th ni, cuc cnh tranh ginh git th phn truyn hnh tr tin ngy cng nng
trn mi mt trn.Ngi tiu dng ang dn quen vi vic tr tin cho nhng dch v
gii tr v bn quyn.Chnh v vy, ch nhng thng hiu uy tn mi tn ti v pht
trin khi p ng ng nhu cu ca khch hng.
Trc nhng thch thc m SCTV ang i mt k trn, cn thit phi Xy dng mt
k hoch Marketing cho truyn hnh cp SCTV.

2. Gii thiu chung v cng ty truyn cp Saigontourist (SCTV):

Tn giao dch ting Vit: CNG TY TRCH NHIM HU HN TRUYN HNH
CP SAIGONTOURIST
Tn vit tt: SCTV
Tr s chnh: 31 - 33 inh Cng Trng, P. Tn nh, Q. 1, TP. H Ch Minh
Email: sctv@fmail.vnn.vn
Website: www.sctv.com.vn
Cng ty Truyn hnh cp Saigontourist (SCTV) thnh lp ngy 27/8/1992 l lin doanh
gia i Truyn hnh Vit Nam (VTV) v Tng Cng ty Du lch Si Gn
(Saigontourist). n ngy 08/01/2010 c chuyn i thnh Cng ty TNHH Truyn
hnh cp Saigontourist (SCTV Co., Ltd). SCTV l doanh nghip Nh nc u tin ti
Vit Nam c Th tng Chnh ph cho php nghin cu, ng dng, thit k, u t,
thi cng khai thc mng truyn hnh cp hu tuyn hai chiu (HFC), bng thng rng,
s dng a dch v. Gn 20 nm xy dng v pht trin, vi mc tiu l hon thnh s
mnh kinh doanh: Cung cp dch v vn ho, gii tr cht lng cao, mang tnh nhn
vn, nhn bn p ng nhu cu ngy cng cao ca mi tng lp nhn dn, SCTV
tr thnh mng truyn hnh cp ng u Vit Nam vi lng ph sng rng khp ton
quc v cng l n v u tin em n cho ngi dn c nc nhu cu hng th vn
ha mi m v vn minh: Dch v truyn hnh tr tin vi s la chn cao cp.
T nm 1992 n 2000 SCTV c 60 cn b nhn vin, n nay, con s ny tng ln
33 ln vi gn 2000 cn b qun l, thc s, k s, c nhn, k thut vin nhiu kinh
nghim, c o to chnh quy. S lng thu bao truyn hnh cp cng tng 120 ln,
t hn 6.000 thu bao ln n hn 700.000 thu bao vi tng trng bnh qun 25%
n 30%/nm.
Cng ty khng ch mua chng trnh v khai thc cc knh truyn hnh s n c. Nay
SCTV ch ng sn xut chng trnh vi nhiu th lai trn cc knh nh: Hi,
Thiu nhi, tui teen,
thao, ca nhc

araoke, Du lch khm ph, phim truyn, mua sm, ti chnh, th

p ng nhiu i tng khch hng, a dng ho ni dung vn ho

vng min trn c nc. Tnh n nay, SCTV sn xut v hp tc u t sn xut

c 17 chuyn knh c sc, a dng cng vi vic trao i bn quyn cc knh ni
2

ting quc t. Qua kt qu kho st ca TNS (Taylor Nelson Sofres), cc knh chng
trnh ca SCTV hin nm trong top c rating cao nht nc.
T nm 2005, SCTV cng l cng ty u tin ti Vit Nam nghin cu, ng dng v
trin dch v internet bng thng rng trn h thng mng cp ca mnh vi mc tng
trng 50%/nm. Doanh thu tng ln 5 ln t con s 550 t ng.
Cc loi sn phm dch v v sn phm m SCTV ang cung cp bao gm:
1) Truyn hnh cp;
2) Truyn hnh k thut s HD:
3) Internet: truy cp Internet qua mng truyn hnh cp SCTV.
4) Dch v vin thng: cc dch v vin thng ca SCTV v cc dch v gi tr gia
tng trn nn tng Internet ca SCTV.
5) Dch v GTGT: dch v SMS, dch v 1900, truyn hnh tng tc

OD, thit b

gio dc
3. Gii thiu v dch v truyn hnh cp SCTV
3.1 Gii thiu v truyn hnh cp (CATV):
Bn cht ca truyn hnh cp l cung cp tn hiu qua dy bn dn. Sng truyn hnh
c thu li ti mt im thu tt ri dn tn hiu n khu vc gn bng dy dn v
cng trn nhng tn s dng cho truyn hnh.
So vi truyn hnh pht sng trong khng gian, truyn hnh cp c nhiu u im:
-

Khng b nh hng bi a hnh

hng cn s dng anten, d l anten trong nh. Thay vo l ng dy ni
vo nh v mt cm tn hiu. Ch cn ni vi cm anten TV v cp tn
hiu l s c hng vi chc, thm ch vi trm chng trnh truyn hnh xem.

hng b nh hng bi thi tit.

Bn cnh nhng u im th truyn hnh cp vn tn ti nhng nhc im:

-

Vic trin khai truyn hnh cp tn rt nhiu chi ph u t, cng sc v thi

gian. c mt mng truyn hnh cp hon chnh cho mt thnh ph vi triu
dn, t khi xy dng n khi hon tt c th mt hng chc nm.

Mng truyn hnh cp ch thch hp cho cc thnh ph ni c mt dn c cao,

khng thch hp vi i a s lnh th (vng ng rung, rng ni, dn c tha
tht). Mt dn c cng thp, chi ph trin khai truyn hnh cp cng cao, v
dy dn, thit b khuch i

phi dng nhiu, nhng s ngi s dng li

khng nhiu.
-

Trin khai mng truyn hnh cp thnh ph cng c nhiu kh khn, dy cp

chng cht s lm mt m quan thnh ph (nu i ni m khng i ngm di
t), vic bo tr sa cha cng rt phc tp.

So vi truyn hnh cp v tuyn, truyn hnh cp c phm vi phc v hot ng

hp hn, s lng thu bao gii hn hn, tc pht trin thu bao chm hn.
Do vy chi ph cho vic mua bn quyn truyn hnh tnh trn mi thu bao s ln
hn. Nhc im ny c th lm truyn hnh cp tr nn t hn so vi cc
phng tin truyn hnh cp v tuyn (c kh nng ln hn trong m rng thu
bao). Trong khi , thu bao cng nhiu, li nhun cng ty truyn hnh cp cng
cao, gi thu bao cng h.

Cht lng hnh nh ca cng ngh truyn hnh cp analog tuy cao, nhng vn
km hn so vi cng ngh truyn hnh s ang c s dng truyn hnh v
tinh.

u im n gin ca truyn hnh cp ch cn kt ni l c tn hiu, trong nhiu

trng hp, li l nhc im ca cng ngh ny. Truyn hnh cp rt d b ly
trm tn hiu.

3.2. Truyn hnh cp SCTV

Truyn hnh cp SCTV c xy dng v vn hnh da trn nghin cu, ng dng,
thit k, u t, thi cng khai thc mng truyn hnh cp hu tuyn hai chiu (HFC),
bng thng rng.
Tnh n thi im hin ti th truyn hnh cp SCTV c mt ti 24 tnh thnh trn
ton quc:
STT
1
2
3
4

Tnh thnh
Tp.H Ch Minh
ng Nai
Bnh Phc
Bnh Dng

STT
9
10
11
12

Tnh thnh
Qung Ngi
Kon Tum
Gia Lai
Ph Yn

STT
17
18
19
20

Tnh thnh
H Ni
Tr Vinh
Bn Tre
Hi Dng
4

5
6
7
8

Long An
Ty Ninh
B Ra - Vng Tu
N ng

Qung Bnh
H Nam
Ph Th
Qung Ninh

13
14
15
16

21
22
23
24

C Mau
Cn Th
An Giang
Kin Giang

Bng gi dch v truyn hnh cp SCTV ang p dng trn cc a bn:

Khu
vc

Ph thu bao
(VND/thng/tivi)
-

Tivi chnh:109.000
Tivi ph: 11.000
Trn gi 3 ti vi:
120.000
-

a bn SCTV ang khai thc

-

TP. H Ni: ton a bn.

TP. HCM: ton a bn

Tnh Ty Ninh: ton a bn

Tnh B Ra - Vng Tu: Tp.Vng Tu

Tnh ng Nai: ton a bn

Tivi chnh: 99.000

- Tivi ph: 11.000

Trn gi 3 ti vi: 110.000
-

Tnh Bnh Dng: ton a bn

Tnh B Ra-Vng Tu: cc a bn cn li
Tnh Qung Ninh: TP. H Long, TP. Mng Ci,
TP. Ung B, TX Cm Ph

Tnh Hi Dng: TP. Hi Dng

Tnh Ph Th: TP. Vit Tr

Tnh Gia Lai: TP. Pleiku

Tnh Long An: ton a bn

Tnh in Giang: ton a bn

Tnh C mau: ton a bn

Tnh ng Thp: ton a bn

Tnh Sn La: ton a bn

Tnh H Nam: ton a bn

Tnh Qung Bnh: ton a bn

- Tivi ph: 11.000

Trn gi 3 ti vi: 800.000 -

Tnh Qung Ngi: ton a bn

Tivi chnh: 89.000

Tivi ph: 11.000

Trn gi 3 ti vi: 100.000

Tnh Cn Th: ton a bn

Tivi chnh: 69.000

Tnh onTum: ton a bn

Tnh Ph Yn: ton a bn

Tnh Bnh Phc: ton a bn

5

Tnh Bn Tre: ton a bn

Tnh Hu Giang: ton a bn

Tnh Tr Vinh: ton a bn

Tnh Ph Th: cc a bn cn li

Tnh Qung Ninh: cc a bn cn li

Tnh Hi Dng: cc a bn cn li

Tnh Gia Lai: cc a bn cn li

H thng knh truyn hnh cp SCTV:

H thng knh ca truyn hnh cp SCTV bao gm 74 knh bao gm nhng knh
truyn hnh trong v ngoi nc vi y th loi:
- Cc knh ca i truyn hnh Vit Nam , cc tnh, thnh ln cn thnh ph H
Ch Minh vi cht lng ti u nht.
- Cc knh phim truyn SCTV, VCTV, knh phim hot hnh Bibi.
- Nhm knh phim truyn ni ting th gii vi ph Vit ng: Cinemax, Star
Movies, HBO
- Cc knh th thao hng u ESPN, Star Sports, VCTV3.
- Nhm knh thi trang, ca nhc nh Fashion TV,

v knh ca nhc ni ting

MTV.
Nhng knh truyn hnh ni ting nhiu quc gia nh Php, c, Nht, Trung
Quc, Hng ng, c
- Nhm knh khm ph th gii: Discovery Channel, National Geographic
Channel (NGC).
Bng 1: H thng knh ca truyn hnh cp SCTV
STT

Tn Knh

Ni Dung

SCTV

Knh Phim truyn chn lc

SCTV1

Knh Hi

SCTV2

Yan TV-Knh m nhc quc t

SCTV3

Sao TV-Thiu nhi

6

SCTV4

Yeah 1 TV-Nhc tr

SCTV5

Shopping TV - Mua sm

SCTV6

Knh Sng nhc

SCTV7

Sn khu, Vn ngh Tng hp

SCTV8

Knh Thng tin Kinh t-Th trng trc tuyn

10

SCTV9

Knh phim Chu

11

SCTV10

Home Shopping Network- Mua sm

12

SCTV11

Cng ht trn Truyn hnh

13

SCTV12

Knh Du lch - Khm ph

14

SCTV13

Knh Ph n v Gia nh

15

SCTV14

Knh Phim Ting Vit

16

SCTV15

Knh Th thao

17

SCTV16

Knh phim truyn nc ngoi c sc

18

VCTV2

Truyn hnh Cp-i THVN

19

VCTV3

Truyn hnh Cp-i THVN

20

VCTV9

Truyn hnh Cp-i THVN

21

VCTV10

Truyn hnh Cp-i THVN

22

VCTV12

Truyn hnh Cp-i THVN

23

VTC1

Truyn hnh Cp-i THVN

24

VTV1

Knh Thi s-Chnh tr Tng hp i THVN

25

VTV2

26

VTV3

Knh Th thao, Gii tr, Kinh t i THVN

27

VTV4

Truyn hnh i ngoi i THVN

28

VTV6

Truyn hnh Thanh thiu nin i THVN

29

VTV9

Truyn hnh Vit Nam

30

HTV2

Truyn hnh TP.HCM

31

HTV3

Truyn hnh TP.HCM

32

HTV7

Truyn hnh TP.HCM

33

HTV9

Truyn hnh TP.HCM

34

HN

Truyn hnh H Ni

35

VBC

Knh Truyn hnh Gii tr Tng hp

nh hoa gio i THVN

36

BTV1

Truyn hnh Bnh Dng

37

BPTV

Truyn hnh Bnh Phc

38

THT

Truyn hnh ng Thp

39

THVL

Truyn hnh Vnh Long

40

LA34

Truyn hnh Long An

41

N1

Truyn hnh ng Nai

42

CVTV

Truyn hnh Cn Th VTV

43

THTPCT

Truyn hnh Thnh Ph Cn Th.

44

BRTV

Truyn hnh B Ra Vng Tu

45

THBT

Truyn hnh Bn Tre

46

TTV11

Truyn hnh Ty Ninh

47

QTV

Truyn hnh Qung Ninh

48

VOV TV

Truyn hnh i ting ni Vit Nam

49

CTV

Truyn hnh C Mau

50

THTG

Truyn hnh Tin Giang

51

ESPN

Th thao quc t

52

Star Sports

Th thao quc t

53

Fox Sports

Th thao quc t

54

Cartoon Network

Hot hnh

55

Disney

Hot hnh

56

TVB8

Truyn hnh Hng Kng

57

Star Movies

Phim truyn ni ting ca M

58

HBO

Knh phim truyn hng u ca M

59

Cinemax

Phim hnh ng ca M

60

Chanel V International

Ca nhc quc t

61

Discovery

Khm ph th gii

62

National Geographic

Khm ph th gii

63

Animal Planet

Th gi ng vt

64

CNBC

Thng tin Kinh t th gii

65

Fashion TV

Thi trang quc t

66

AXN

Phim truyn, Gii tr Tng hp

8

67

KBS World

Gii tr Tng hp - Hn Quc

68

Star World

Gii tr Tng hp - M

69

TV5

Truyn hnh Php

70

TVS

Truyn hnh Trung Quc

71

DW

Truyn hnh c

72

NHK

Truyn hnh Nht Bn

73

Australia Network

Truyn hnh c

74

Channel News Asia

Tin tc quc t

3.3 Th trng v i th cnh tranh:

T 2001 n nay, truyn hnh tr tin pht trin mnh vi s ph bin ca dch v truyn
hnh cp hu tuyn v n cui nm 2011, trn c nc c trn 40 n v cung cp dch v
truyn hnh cp. Gn nh tnh, thnh ph no cng c dch v truyn hnh cp, thm ch
mt s tnh, thnh ph c s hin din ca 2 n 3 n v cung cp dch v cng hot ng
kinh doanh.
Theo s liu do Cc Qun l Cnh tranh (B Cng Thng) cng b ti Hi tho "Cnh
tranh v bo v quyn li ngi tiu dng trong lnh vc truyn hnh tr tin ngy
10/9/2012 th dn u th trng truyn hnh tr tin l Cng ty TNHH truyn hnh cp
Saigontourist (SCTV) vi th phn tng t 22% nm 2010 ln 32% nm 2011 v 40% nm
2012. Th phn ch yu ca doanh nghip ny l khu phc min Nam. tip l Trung tm
truyn hnh cp ca i truyn hnh Vit Nam (VCTV) vi th phn tng mnh t 19%
nm 2011 ln 30% nm 2012, th phn ch yu ti khu vc min Bc. Doanh nghip chim
th ba l Trung tm truyn hnh cp ca i truyn hnh Tp.HCM (HTVC) vi th phn l
15% nm 2012.
Nh vy, th phn trn th trng tp trung ch yu vo cc doanh nghip nh nc v trc
thuc cc i truyn hnh ln ca Trung ng. Cc thu bao truyn hnh tr tin hin nay
vn ch yu l cc thu bao truyn hnh cp.

Cuc cnh tranh khai ph mnh t truyn hnh tr tin mu m li cng tr nn khc lit
hn khi c s xut hin ca truyn hnh s v tinh K+ vo nm 2010. Vi li th cnh
tranh l Bn quyn Ngoi hng Anh (NHA) v ph sng ton quc, K+ nhanh chng
t con s na triu thu bao ch trong vng 3 nm, vt mt c nhng n anh nh HTVC,
HCaTV hay b rt li k n sau AVG d gi r.
Tuy nhin, nhn gc tng quan th th trng truyn hnh tr tin Vit Nam vn cn
mang tnh cht c quyn. Trn thc t SCTV, VCTV v

+ u l con ca VTV v

hin ang chim hn 70% th phn. Nhng doanh nghip khc ch chim mt th phn
khim tn. Th trng truyn hnh tr tin ang trng i mt ng c vin sng gi l
Viettel. Vi tim lc s n c, hy vng vic Viettel gia nhp th trng ny s gip cnh
tranh trn th trng truyn hnh tr tin tr nn lnh mnh hn.
II. NH GI THC TRNG MARKETING CA SCTV:
1. Kho st cc yu t v hot ng Marketing ca SCTV:
nh v v xc nh c vn Marketing m SCTV ang gp phi, nhm thc hin
mt kho st v truyn hnh cp SCTV v cc yu t:
1. S bit n thng hiu
2. S lin tng thng hiu
3. Cht lng cm nhn
4. Gi tr cm nhn
5. Gi c cm nhn
6. Lng trung thnh
10

7. Cc hnh thc qung co

8. Cc hnh thc khuyn mi
2. Thit k kho st:
- Thi gian

: 21/10/2013 30/10/2013

- Tng mu

: 80 mu

- i tng kho st

: Ngi c s dng truyn hnh tr tin t 15 tui tr ln.

- Phm vi

: khu vc Tp. HCM

- Cng c s l d liu : SPSS

3. Hn ch ca kho st:
3.1 Hn ch v phm vi kho st:
Nh phn tch v th trng truyn hnh tr tin trn th th phn ch yu ca SCTV v
HTVC l khu phc min Nam. Trong khi th phn ch yu ca VCTV l khu vc min
Bc. Phm vi kho st ca ti ch trong khu vc Tp. H Ch Minh. V vy, s liu kho
st ca SCTV v HTVC chim a s kt qu kho st. T l ngi s dng VTVC v K+
rt t nn khng c ngha thng k.

T l khch hng (%)

K+

10

VTVC

3.8

HTVC

40

SCTV

46.2
0

10

20

30

40

50

Chnh v hn ch trn nn cc kt qu phn tch v hot ng Marketing v sau s ch tp

trung so snh gia 2 truyn hnh cp l SCTV v HTVC.
3.2 Hn ch v tnh i din ca mu:
Khn gi ca truyn hnh tr tin rt phong ph v a dng. T tr em cho n ngi cao
tui, c nam v n, lm bt k cng vic g th u c th tr thnh khch hng ca truyn
hnh tr tin. V vy, mu mang tnh i din cao th i tng kho st phi c tnh a
11

dng t nhm tui cho n ngnh ngh v thu nhp. Tuy nhin, tnh i din ca mu trong
kho st ny cn cha cao v:
-

i tng kho st ca ti l ngi c s dng dch v truyn hnh tr tin t 15

tui tr ln. Tuy nhin kt qu kho st cho thy nhm chim a s l khch hng
trong tui t 20 30 tui. Cc tui khc chim rt thp hoc khng c

Tui Kho St
0% 0% 2%
9%

Tui 15 - 20
Tui 20 - 30
Tui 30 - 40
Tui 40 - 50
89%

Tui > 60

Kt qu cng cho thy i tng ch yu tham gia kho st l nhn vin vn phng.
Trong khi , nhm khch hng c kh nng s dng dch v truyn hnh truyn
hnh tr tin nhiu nht l ngi ni tr v hc sinh, sinh vin th li rt t hoc
khng c.

Ngh Nghip
1% 5%
6%

6%

HS - SV
CNVC Nh Nc
Cty T Nhn
Ni Tr
82%

Khc

4. Kt qu kho st v phn tch:

Kt qu kho st c phn tch bng cng c SPSS. Trong , tr trung bnh ca hai tng
th mu kho st khch hng ang s dng truyn hnh cp SCTV v HTVC c kim
12

nh bng kim nh T (T test) vi mc ngha = 10% v tin cy 1 = 90%. c

kt qu kim nh qua 2 bc:
Bc 1: c kt qu kim nh Levene
-

Nu gi tr sig. trong kim nh levene ln hn 0,1 (mc ngha) th phng sai

mu ca hai tng th mu kho st khch hng ang s dng truyn hnh cp SCTV
v HTVC khng c s khc bit.

hi , trong kim nh t ta s s dng kt qu

phn Equal variances assumed.

-

Ngc li, nu gi tr sig. trong kim nh Levene nh hn 0,1 (mc ngha) th

phng sai mu ca hai tng th mu kho st khch hng ang s dng truyn hnh
cp SCTV v HTVC c s khc bit.

hi , trong kim nh t ta s s dng kt

qu phn Equal variances not assumed.

Bc 2: c kt qu kim nh t:
T kt qu kim nh Levene, ta xc nh c kt qu kim nh t.
-

Nu gi tr sig. trong kim nh t ln hn 0,1 th cha c s khc bit ngha v gi

tr trung bnh ca bin kho st.

Ngc li, nu gi tr sig. trong kim nh t nh hn 0,1 th c s khc bit ngha

v gi tr trung bnh ca bin kho st.

Chi tit kt qu kim nh t-test tham kho Ph lc 1.

4.1 nh gi chung v thc trng Marketing ca SCTV:

Thc trng Marketing ca SCTV

Cc hnh thc khuyn mi

3.090

Cc hnh thc qung co

3.000

Lng trung thnh

2.748

Gi c cm nhn

3.137

Gi tr cm nhn

3.165

Cht lng cm nhn

3.298

S bit n thng hiu

0.000

3.545
0.500

1.000

1.500

2.000

2.500

3.000

3.500

4.000

13

Da trn biu c th nhn thy khch hng nh gi tt c cc yu t kho st v SCTV

mc trung bnh. c bit im s v Lng trung thnh ca khch hng s dng SCTV
cn mc di trung bnh.
4.2 S bit n thng hiu:
Khi nhc n truyn hnh tr tin anh/ch nh n thng hiu no u tin:
SCTV
51.20%

HTVC
30.00%

VTVC
5.00%

K+
13.80%

Kt qu kho st cho thy SCTV l thng hiu c mc lin tng thng hiu mnh
nht.
4.3 S lin tng thng hiu:
S lin tng thng hiu
SCTV HTVC VTVC
Mean Mean Mean
Ti c th d dng nhn bit X vi cc
3.59
3.41
3
truyn hnh tr tin khc
Ti c th nhn bit logo ca X mt cch
nhanh chng
Ti c th nh logo ca X mt cch chnh
xc
Mt cch tng qut khi nhc n X th ti c
th d dng hnh dung ra n

K+
Mean
3.75

3.89

3.66

3.87

3.19

3.28

3.67

3.25

3.51

3.38

3.67

3.62

Kim nh t-Test ca S lin tng thng hiu cho thy:

-

Khng c s khc bit c ngha khi so snh trung bnh mu kho st gia SCTV
v HTVC v cc bin:
+ C th nhn bit logo mt cch nhanh chng.
+ C th nh logo mt cch chnh xc.
+ Mt cch tng qut khi nhc n th c th d dng hnh dung ra n.

C s khc bit c ngha khi so snh trung bnh mu kho st gia SCTV v
HTVC v bin c th d dng nhn bit so vi cc truyn hnh tr tin khc

14

Kt hp vi so snh gi tr trung bnh (Mean) ta c th kt lun mc lin tng ca

thng hiu SCTV tt hn so vi HTVC nhng nhn chung mc lin tng thng hiu
ca hai truyn hnh cp ny khng c s khc bit ln.
4.4 Cht lng cm nhn:
Cht lng cm nhn
SCTV HTVC VTVC
Mean

Mean

Mean

K+
Mean

Cc knh ca X c ni dung hp dn v lun i mi

3.14

3.19

3.25

Cc knh ca X rt a dng, phong ph

3.41

3.34

3.33

3.12

Cc knh ca X c hnh nh, m thanh tt

3.41

3.19

3.12

2.7

2.72

2.33

ng k v lp t X rt d dng

3.54

3.34

3.67

3.87

X lun phc v nhanh chng khi c nhu cu

3.24

2.91

3.33

3.38

Nhn vin ca X phc v chu o

3.35

2.97

3.25

Nhn vin ca X vui v, lch s

3.59

3.09

3.67

3.25

Cc knh ca X c thi lng qung co hp l

Kim nh t-Test ca Cht lng cm nhn cho thy:

-

Khng c s khc bit c ngha khi so snh trung bnh mu kho st gia SCTV
v HTVC v cc bin:
+ Knh c ni dung hp dn v lun i mi
+ Knh rt a dng, phong ph.
+ Knh c hnh nh, m thanh tt
+ Knh c thi lng qung co hp l

C s khc bit c ngha khi so snh trung bnh mu kho st gia SCTV v
HTVC v cc bin:
+ Lun phc v nhanh chng khi c nhu cu.
+ Nhn vin phc v chu o.
+ Nhn vin vui v, lch s.

Kt hp vi so snh gi tr trung bnh (Mean) ta c th kt lun:

-

Khch hng c cm nhn v cht lng ca cc knh truyn hnh gia SCTV v
HTVC gn nh nhau.
15

Khch hng c cm nhn cht lng dch v khch hng ca SCTV tt hn so vi

HTVC.

4.5 Gi tr cm nhn:
Gi tr cm nhn
SCTV HTVC VTVC
K+
Mean Mean Mean Mean
Ti thch dng truyn hnh X hn cc thng hiu
khc

3.22

2.97

2.88

Ti tin rng dng X xng ng ng tin hn cc

thng hiu khc

3.11

2.78

2.67

2.75

Kim nh t-Test ca Gi tr cm nhn cho thy:

-

Khng c s khc bit c ngha khi so snh trung bnh mu kho st gia SCTV
v HTVC v bin Ti thch dng truyn hnh X hn cc thng hiu khc.

C s khc bit c ngha khi so snh trung bnh mu kho st gia SCTV v
HTVC v bin Tin rng dng X xng ng ng tin hn cc thng hiu khc

Kt hp vi so snh gi tr trung bnh (Mean) ta c th kt lun:

-

Cha th kt lun chnh xc l khch hng thch dng SCTV hn HTVC

Khch hng ca SCTV tin rng dng SCTV xng ng ng tin hn so vi HTVC.

4.6 Gi c cm nhn
Cm nhn v gi
SCTV HTVC VTVC
Mean

Mean

K+

Mean

Mean

Gi cc ca X tng xng vi cht lng v dch

v ca n
Gi cc ca X cnh tranh so vi cc truyn hnh tr
tin khc

3.19

3.06

3.33

3.12

3.11

2.94

3.33

3.12

Ti thy hi lng vi gi ca X

3.11

2.88

2.67

3.38

Kim nh t-Test ca Gi c cm nhn cho thy khng c s khc bit c ngha khi so
snh trung bnh mu kho st gia SCTV v HTVC v cc bin:
-

Gi cc ca X tng xng vi cht lng v dch v ca n.

16

Gi cc ca X cnh tranh so vi cc truyn hnh tr tin khc

Ti thy hi lng vi gi ca X

Kt hp vi so snh gi tr trung bnh (Mean) th vn cha th kt lun chnh xc l khch

hng ca SCTV hi lng hn v gi so vi HTVC.
4.7 Lng trung thnh ca khch hng:
Lng trung thnh ca khch
hng
SCTV HTVC VTVC
K+
Mean

Mean

Mean

Mean

Ti vn ang dng X

3.62

2.75

Ti s dng X lu di

2.91

3.04

3.5

1.75

Ti cho rng ti l khch hng trung thnh ca X

Ti ngh ngay n X khi cn s dng dch v
truyn hnh tr tin
Ti s gii thiu X cho ngi quen bit ca ti

2.55

3.18

2.64

3.15

2.5

2.5

2.64

3.23

2.5

2.5

Kim nh t-Test ca Lng trung thnh ca khch hng cho thy:

-

Khng c s khc bit c ngha khi so snh trung bnh mu kho st gia SCTV
v HTVC v cc bin:
+

Ti vn ang dng X

+ Ti s gii thiu X cho ngi quen bit ca ti

-

C s khc bit c ngha khi so snh trung bnh mu kho st gia SCTV v
HTVC v cc bin:
+

Ti cho rng ti l khch hng trung thnh ca X

+ Ti s dng X lu di
+ Ti ngh ngay n X khi cn s dng dch v truyn hnh tr tin
Kt hp vi so snh gi tr trung bnh (Mean) ta c th kt lun khch hng ca HTVC c
lng trung thnh cao hn so vi khch hng ca SCTV
4.8 Qung co:
Qung co
SCTV HTVC VTVC

K+
17

Mean
Sn phm dch v ca X c qung co rng ri
qua nhiu knh v d nhn din

Mean
3.12

Mean

Mean

3.75

Kim nh T-Test v qung co cho thy khng c s khc bit c ngha khi so snh
trung bnh mu kho st gia SCTV v HTVC.
Kt hp vi so snh gi tr trung bnh (Mean) ta vn cha th kt lun l chng trnh
qung co ca HTVC c nh gi cao hn.
4.9 Khuyn mi:
Khuyn Mi
SCTV HTVC VTVC
Mean Mean Mean
Chng trnh khuyn mi ca X a dng v hp
dn hn so vi cc cng ty khc

3.09

2.62

K+
Mean

2.5

3.25

Kim nh T-Test v qung co cho thy c s khc bit c ngha khi so snh trung bnh
mu kho st gia SCTV v HTVC.
Kt hp vi so snh gi tr trung bnh (Mean) ta c th th kt lun khch hng nh gi
chng trnh khuyn mi ca SCTV cao hn so vi HTVC.
5. Xc nh vn tn ti trong hot ng Marketing ca SCTV:
Tng hp t phn tch cc kt qu trn ta thy khch hng nh gi tt c cc yu t kho
st mc trung bnh. Lng trung thnh thng hiu c im s di mc trung bnh.
Khi so snh vi i th cnh tranh chnh th trng Tp. H Ch Minh l HTVC ta thy:
1. S nhn bit thng hiu: SCTV c mc nhn bit thng hiu tt hn HTVC
2. S lin tng thng hiu: khng c s khc bit ln gia SCTV v HTVC
3. Cht lng cm nhn: cht lng dch v ca SCTV c nh gi cao hn cn
cht lng knh truyn hnh th khng c g ni bt hn i th.
4. Gi tr cm nhn: SCTV c nh gi tt hn HTVC.
5. Gi c cm nhn: cha th kt lun chnh xc v nh gi ca khch hng.

18

6. Lng trung thnh: Khch hng ca SCTV c lng trung thnh thp hn so vi
HTVC
7. Cc hnh thc qung co: cha th kt lun chnh xc v nh gi ca khch hng
8. Cc hnh thc khuyn mi: khch hng nh gi chng trnh khuyn mi ca
SCTV cao hn so vi HTVC.
Nhn xt vn tn ti:
T nhng nh gi trn ta c th nhn thy hiu qu hot ng Marketing ca SCTV v
mi mt ch mc trung bnh. Tuy nhin khi so snh vi i th cnh tranh th vn c
phn nhnh hn.

t qu ny phn no l do SCTV hin vn ang l ngi dn u trong

th trng truyn hnh tr tin.

Mt kt qu cng ang lu l mc trung thnh ca cc khch hng s dng truyn
hnh cp SCTV vn cn thp.
III. LP K HOCH CHNG TRNH MARKETING CHO SCTV
1. Mc tiu marketing:
-

Duy tr th phn mc 40%

2. Chin lc marketing:
-

Phng th: gi cht khch hng.

Tn cng: ginh li khch hng b i th cnh tranh cp mt.

Tuy nhin chin lc p dng ch yu vn l chin lc phng th.

3. Cng c:
-

Tng cng s hi lng ca khch hng: thng qua ci thin hot ng chm sc
khch hng:

Chin thut

Ngun ti chnh

Tng qu cho khch hng thn thit ( s

dng dch v t 1 nm tr ln):

Thi gian thc

hin
11/2013 11/2014

- Sinh nht: gi thip chc mng, gim

50% ph dch v trong thng c sinh nht

700.000 x 60.000

- Tt dng lch: tng lch treo tng.

500.000 x 100.000

700.000 x 30.000

- Dp 20/10, 8/3 cho KH n: gi tin nhn

19

chc mng: d i ma c in logo SCTV.

Bc thm trng thng nhn dp sinh nht

07/2014 08/2014

SCTV cho khch hng pht sinh mi:

-Trng Smart TV (10 gii)

10 x 40.000.000

- Mt nm s dng min ph dch v

truyn hnh cp SCTV (100 gii)

100 x1.200.000

u i cho nhm khch hng lin quan

11/2013 -11/2014

ng k lp t SCTV (500): gim 30%

ph s dng trong vng 3 thng.

500 x 90.000

o to thm 200 nhn vin cho cc trung

tm chm sc khch hng

200 x 10.000.000

11/2013 11/2014

Ngun ti chnh

Thi gian thc hin

1 t

11/2013 11/2014

Qung co, truyn thng:

Chin thut
Qung co trn tp ch, internet: th gii
ph n, tip th v gia nh, eva.vn
Chng trnh SCTV h tr cng ng:

11/2013 11/2014

-Tng nh tnh ngha (10 cn)

10 x 60.000.000

- Trao hc bng cho cc hc sinh ngho

hc gii khu vc pha nam.

500 x 1.000.000

20

PH LC 1
BNG CU HI KHO ST
Cho Anh/Ch,
Chng ti l n v chuyn v kho st th trng. Hin nay chng ti ang thc hin mt cuc
kho st v truyn hnh tr tin. Chng ti mong anh/ch vui lng dnh t thi gian gip chng ti
hon thnh bng kho st ny.
Trong cuc kho st ny, khng c quan im, thi no ng hay sai m tt c u l cc
thng tin hu ch cho cuc kho st ca ti. V vy, ti rt mong nhn c s cng tc chn tnh
nht ca anh/ch.
Xin chn thnh cm n!

Phn 1. Cc pht biu lin quan n truyn hnh tr tin:

Anh/ch tr li cc cu hi sau bng cch nh du vo m mnh chn:
Cu 1: Khi nhc n truyn hnh tr tin anh/ch nh n thng hiu no u tin:......................
Cu 2: Anh/ch /ang s dng dch v truyn hnh tr tin no di y (truyn hnh tr tin
m anh/ch la chn s gi l X trong cc cu hi bn di)

SCTV
HTVC
VTVC
K
+

Cu 3: Anh/ch vui lng cho bit v mc tn thnh ca anh/ch v nhng pht biu sau bng
cch nh du X vo thch hp
1 Hon ton khng ng

2 Khng ng

3 Bnh thng

4 ng

Hon ton ng

21

Xin cho bit mc ng ca Anh/chi vi

nhng pht biu di y v truyn hnh tr tin
X

Hon
ton
khng
ng

Khng
ng

Bnh
thng

ng

Hon
ton
ng

Ti c th d dng nhn bit X vi cc

truyn hnh tr tin khc

Ti c th nhn bit logo ca X mt cch

nhanh chng

Ti c th nh logo ca X mt cch chnh

xc

Mt cch tng qut khi nhc n X th ti c

th d dng hnh dung ra n

Cc knh ca X c ni dung hp dn v lun

i mi

Cc knh ca X rt a dng, phong ph

Cc knh ca X c hnh nh, m thanh tt

Cc knh ca X c thi lng qung co

hp l

ng k v lp t X rt d dng

10

X lun phc v nhanh chng khi c nhu cu

11

Nhn vin ca X phc v chu o

12

Nhn vin ca X vui v, lch s

13

Ti thch dung truyn hnh X hn cc thng

hiu khc

14

Ti tin rng dung X xng ng ng tin hn

cc thng hiu khc

22

15

Gi cc ca X tng xng vi cht lng

v dch v ca n

16

Gi cc ca X cnh tranh so vi cc truyn

hnh tr tin khc

17

Ti thy hi lng vi gi ca X

18

Ti ngh rng, nu dng dch v truyn hnh

tr tin ti s dng X

19

Xc sut dng truyn hnh X ca ti rt cao

20

Ti tin rng ti mun dng truyn hnh X

21

Ti vn ang dng X

22

Ti s dng X lu di

23

Ti cho rng ti l khch hng trung thnh

ca X

24

Ti ngh ngay n X khi cn s dng dch v

truyn hnh tr tin

25

Ti s gii thiu X cho ngi quen bit ca

ti

26

27

Sn phm dch v ca X c qung co

rng ri qua nhiu knh v d nhn din

Chng trnh khuyn mi ca X a dng v

hp dn hn so vi cc cng ty khc

23

Phn 2: Thng tin c nhn:

Cu 1: Ghi nhn gii tnh ca p vin.
Nam

Cu 2: Xin vui lng cho bit tui ca anh/ch ?

15 - 20

20 - 30

30 - 40

40 50

Trn 50

Cu 3: Xin vui lng cho bit ngh nghip ca anh/ch ?

Hc sinh, sinh vin.

Cng nhn, vin chc nhnc.
Lm vic ti cng ty t nhn trong nc/ncngoi.
Ni tr, chm sc gia nh.
Khc (vui lng ghi r) .

Cu 4: Vui lng cho bit thu nhp ca gia nh anh/ch ?

Di 5 triu
T 5 10 triu
T 10 15 triu
Hn 15 triu

Chn thnh cm n s cng tc ca anh/ch !

24

PH LC 2
KT QU KIM NH T-TEST

1. Kt qu kim nh t-test ca s lin tng thng hiu:

Independent Samples Test
Levene's Test for
Equality of
Variances

DE
DANG
NHAN
BIET

NHAN
BIET
LOGO

Equal
variances
assumed

DE
DANG
HINH
DUNG

0.071

Equal
variances
not
assumed
Equal
variances
assumed

2.535

0.116

Equal
variances
not
assumed
Equal
variances
assumed

NHO
LOGO

3.375

Sig.

2.148

0.147

Equal
variances
not
assumed
Equal
variances
assumed
Equal
variances
not
assumed

1.042

0.311

t-test for Equality of Means

df

Sig. (2tailed)

Mean
Difference

Std. Error
Difference

90% Confidence
Interval of the
Difference
Lower

Upper

0.931

69

0.355

0.18283

0.19639

0.1446

0.5102
6

0.942

66.62
7

0.35

0.18283

0.19412

0.1409
7

0.5066
3

1.035

69

0.304

0.21542

0.20823

0.1317
4

0.5625
9

1.028

65.29
4

0.308

0.21542

0.2096

0.1343
1

0.5651
5

-0.329

69

0.743

-0.07552

0.22932

0.4578
5

0.3068
2

-0.327

64.44
9

0.745

-0.07552

0.23111

0.4612
1

0.3101
8

0.744

69

0.46

0.16057

0.21594

0.1994
5

0.5205
9

0.739

65.19

0.463

0.16057

0.2174

0.2021
7

0.5233
2

25

2. Kt qu kim nh t-test ca Cht lng cm nhn:

Independent Samples Test
Levene's Test for
Equality of
Variances

NOI
DUNG
HAP
DAN VA
DOI MOI

KENH
DA
DANG
PHONG
PHU

HINH
ANH AM
THANH
TOT

THOI
LUONG
QUANG
CAO
HOP LY

DANG
KY LAP
DAT DE
DANG

PHUC
VU
NHANH

Equal
variances
assumed

0.479

Sig.

0.491

Equal
variances
not
assumed
Equal
variances
assumed

0.088

0.768

Equal
variances
not
assumed
Equal
variances
assumed

0.061

0.806

Equal
variances
not
assumed
Equal
variances
assumed

0.066

0.798

Equal
variances
not
assumed
Equal
variances
assumed

0.053

0.819

Equal
variances
not
assumed
Equal
variances
assumed

0.933

0.337

t-test for Equality of Means

Sig. (2tailed)

df

Mean
Difference

Std. Error
Difference

90% Confidence
Interval of the
Difference
Lower

Upper

-0.188

69

0.852

-0.04134

0.22017

-0.40842

0.32575

-0.187

66.998

0.852

-0.04134

0.221

-0.40995

0.32728

0.44

69

0.661

0.08188

0.18614

-0.22847

0.39222

0.441

68.848

0.661

0.08188

0.18583

-0.22796

0.39171

1.337

69

0.186

0.22893

0.17127

-0.05661

0.51448

1.325

63.522

0.19

0.22893

0.17281

-0.05953

0.51739

0.123

69

0.902

0.02623

0.21243

-0.32794

0.38041

0.124

68.818

0.902

0.02623

0.21212

-0.32743

0.3799

1.326

69

0.189

0.24642

0.18589

-0.06351

0.55635

1.318

65.829

0.192

0.24642

0.18697

-0.06551

0.55835

1.854

69

0.068

0.36089

0.19469

0.0363

0.68548

26

CHONG
KHI CO
NHU
CAU

NHAN
VIEN
PHUC
VU CHU
DAO

NHAN
VIEN
VUI VE
LICH SU

Equal
variances
not
assumed
Equal
variances
assumed

2.663

0.107

1.863

68.942

0.067

0.36089

0.19374

0.03788

0.6839

2.317

69

0.023

0.41017

0.17703

0.11502

0.70533

2.33

68.871

0.023

0.41017

0.17606

0.11664

0.70371

3.007

69

0.004

0.53577

0.17815

0.23875

0.83279

3.039

67.267

0.003

0.53577

0.1763

0.24174

0.8298

Equal
variances
not
assumed
Equal
variances
assumed

11.318

0.001

Equal
variances
not
assumed

3. Kt qu kim nh t-test ca Gi tr cm nhn:

Independent Samples Test
Levene's Test for
Equality of
Variances

THICH
DUNG
HON

XUNG
DANG
DONG
TIEN

Equal
variances
assumed

0.198

Sig.

0.658

Equal
variances
not
assumed
Equal
variances
assumed
Equal
variances
not
assumed

1.597

0.211

t-test for Equality of Means

Sig. (2tailed)

df

Mean
Difference

Std. Error
Difference

90% Confidence
Interval of the
Difference
Lower

Upper

1.518

69

0.134

0.27504

0.18123

-0.02711

0.57719

1.515

68.027

0.134

0.27504

0.18149

-0.02761

0.57768

1.956

69

0.055

0.3434

0.17557

0.05069

0.63612

1.947

66.447

0.056

0.3434

0.17641

0.04914

0.63767

27

4. Kt qu kim nh t-test ca Gi c cm nhn:

Independent Samples Test
Levene's Test
for Equality of
Variances

GIA
CUOC
TUONG
XUNG
VOI
CHAT
LUONG

GIA
CUOC
CANH
TRANH

HAI
LONG
VOI GIA

Equal
variances
assumed

0.064

Sig.

0.801

Equal
variances
not
assumed
Equal
variances
assumed

0.174

0.678

Equal
variances
not
assumed
Equal
variances
assumed

0.604

0.44

Equal
variances
not
assumed

t-test for Equality of Means

Sig. (2tailed)

df

Mean
Difference

Std. Error
Difference

90% Confidence
Interval of the
Difference
Lower

Upper

0.744

69

0.46

0.13037

0.17527

-0.16186

0.42259

0.741

66.662

0.462

0.13037

0.17604

-0.16328

0.42401

1.041

69

0.302

0.16693

0.16039

-0.10047

0.43434

1.038

67.69

0.303

0.16693

0.16076

-0.10116

0.43502

1.526

69

0.132

0.28458

0.18647

-0.02631

0.59546

1.518

66.152

0.134

0.28458

0.18745

-0.02813

0.59728

5. Kt qu kim nh t-test ca Lng trung thnh ca khch hng:

Independent Samples Test
Levene's Test for
Equality of
Variances

VAN
DANG
DUNG

Equal
variances
assumed

1.22

Sig.

0.273

t-test for Equality of Means

-0.856

Sig. (2tailed)

df

69

0.395

Mean
Difference

-0.16057

Std. Error
Difference

0.18756

90% Confidence
Interval of the
Difference
Lower

Upper

-0.47328

0.15213

28

Equal
variances
not
assumed
Equal
variances
assumed
DUNG
LAU DAI

KHACH
HANG
TRUNG
THANH

NGHI
NGAY
KHI CAN

GIOI
THIEU
NGUOI
QUEN

0.818

0.369

Equal
variances
not
assumed
Equal
variances
assumed

0.128

0.722

Equal
variances
not
assumed
Equal
variances
assumed

0.092

0.763

Equal
variances
not
assumed
Equal
variances
assumed

0.46

-0.864

67.632

0.39

-0.16057

0.18575

-0.47035

0.1492

2.067

69

0.042

0.38315

0.18533

0.07416

0.69213

2.068

68.601

0.042

0.38315

0.18525

0.07426

0.69203

2.331

69

0.023

0.44833

0.19234

0.12766

0.769

2.345

68.786

0.022

0.44833

0.19118

0.12957

0.76709

1.764

69

0.082

0.37997

0.21543

0.0208

0.73914

1.767

68.904

0.082

0.37997

0.21498

0.02154

0.7384

0.6

69

0.55

0.12242

0.20391

-0.21755

0.46238

0.606

67.86

0.547

0.12242

0.20205

-0.21453

0.45936

0.5

Equal
variances
not
assumed

6. Kt qu kim nh t-test ca Qung co:

Independent Samples Test
Levene's Test
for Equality of
Variances

DUOC
QUANG
CAO
RONG
RAI VA
DE
NHAN
DIEN

Equal
variances
assumed
Equal
variances
not
assumed

0.001

Sig.

0.978

t-test for Equality of Means

Sig. (2tailed)

df

Mean
Difference

Std. Error
Difference

90% Confidence
Interval of the
Difference
Lower

Upper

0.233

69

0.816

0.04213

0.18075

-0.25922

0.34348

0.233

67.602

0.817

0.04213

0.1812

-0.26006

0.34432

7. Kt qu kim nh t-test ca khuyn mi:

29

Independent Samples Test

Levene's Test for
Equality of
Variances

CHUONG
TRINH
KHUYEN
MAI DA
DANG
HAP
DAN

Equal
variances
assumed
Equal
variances
not
assumed

3.04

Sig.

0.091

t-test for Equality of Means

Sig. (2tailed)

df

Mean
Difference

Std. Error
Difference

90% Confidence
Interval of the
Difference
Lower

Upper

2.076

33

0.046

0.46591

0.2244

0.0861
4

0.845
67

2.224

23.157

0.036

0.46591

0.20948

0.1069
9

0.824
83

30