TRNG AI HOC NG

CNG HO X HI CH NGHA VITNAM

KHOA KINH T - DU LCH

c lp - T do - Hnh phc
nng, ngy 17 thng 11 nm 2013

CNG CHUYN NHM

TI
HON THIN HOT NG TRUYN THNG TI CNG TYI VI
SP.
M U
1. S cn thit ca ti
2. Mc tiu ca ti
3. i tng nghin cu
4. Phm vi nghin cu
5. Phng php nghin cu
6. B cc ti
CHNG 1 : C S L LUN V TRUYN THNG MARKETING
1.1 Marketing v marketing-mix
1.1.1 Marketing
1.1.2 Marketing - mix
1.2 Truyn thng marketing
1.2.1 Tng quan v qu trnh truyn thng
1.2.2 Mt s m hnh v tin trnh tip nhn truyn thng marketing
1.3 Tin trnh pht trin chng trnh truyn thng hiu qu
1.3.1 Xc nh cng chng mc tiu
1.3.2 Xc nh mc tiu truyn thng
1.3.3 Thit k thng ip
1.3.3.1 Ni dung thng ip
1.3.3.2 Cu trc thng ip
1.3.3.3 Hnh thc thng ip
1.3.3.4 Ngun thng ip

1.3.4 La chn knh v phng tin truyn thng

1.3.4.1 knh truyn thng trc tip
1.3.4.2 knh truyn thng gin tip
1.3.5 Xy dng ngn sch cho truyn thng
1.3.6 Quyt nh v qun tr cc chng trnh truyn thng
1.3.5.1 Quyt nh v h thng truyn thng
1.3.5.2 Xy dng v qun tr cc chng trnh truyn thng
1.3.7 o lng kt qu truyn thng
CHNG 2 : THC TRNG HOT NG TRUYN THNG MARKETING TI
N VI VI SP.....
2.1 Tng quan v cng ty ......
2.1.1 Qu trnh hnh thnh v pht trin
2.1.2 Chc nng, nhim v
2.1.3 C cu t chc b my qun l
2.1.4 Tnh hnh ngun lc ca cng ty
2.1.5 Sn phm/dch v v quy trnh cng ngh
2.17 Kt qu kinh doanh trong 2 nm gn y
2.2 Chnh sch marketing i vi sn phm .ti cng ty .
2.2.1 Chnh sch sn phm
2.2.2 Chnh sch phn phi
2.2.3 Chnh sch gi
2.3 Thc trng hot ng truyn thng i vi sn phm .ti cng ty .
2.3.1 Cng chng mc tiu v mc tiu truyn thng
2.3.1.1 Cng chng mc tiu ca hot ng truyn thng
2.3.1.2 Mc tiu truyn thng trong thi gian qua
2.3.2 Thng ip truyn thng
2.3.3 Knh truyn thng
1.3.4.1 knh truyn thng trc tip
1.3.4.2 knh truyn thng gin tip
2.3.4 Ngn sch cho truyn thng
2.3.4.1 Phng php xc nh ngn sch truyn thng
2.3.4.2 Phn b ngn sch cho cc cng c truyn thng

2.3.5 Qun tr cc hot ng truyn thng (Ty thuc cng c m cng ty s dng.
Cng ty c hot ng truyn thng no th phn tch hot ng )
2.3.5.1 Qung co
2.3.5.2 Khuyn mi
2.3.5.2 Quan h cng chng
2.3.5.2 Bn hng trc tip
2.3.5.2 Marketing trc tip v internet
1.3.7 o lng kt qu truyn thng
2.4 nh gi chung v hot ng truyn thng i vi sn phm .ti cng ty .trong
thi gian qua
CHNG 3 : GII PHP HON THIN HOT NG TRUYN THNG
MARKETING TI N VI VI SP.....
3.1 Cc cn c tin hon thin hot ng truyn thng cho cng ty ..i vi sn
phm
3.1.1 Mc tiu kinh doanh v mc tiu marketing ca cng ty
3.1.2 Phn tch c im th trng v khch hng ca cng ty
3.1.3 Phn tch c im sn phm ca cng ty
3.1.4 Phn tch cc yu t mi trng v m nh hng n cc quyt nh truyn
thng i vi sn phm .(mi trng php lut, cng ngh.)
3.1.4 Phn tch chnh sch truyn thng ca cc i th cnh tranh
3.2 Hon thin hot ng truyn thng cho cng ty ..i vi sn phm
(Ni dung no cn hon thin v hon thin nh th no t mc 3.2.1 n mc 3.2.7 l ty
thuc vo nhng hn ch ca cng ty v hot ng truyn thng c nhm thc tp nh
gi mc 2.4)
3.2.1 Xc nh li cng chng mc tiu
3.2.2 iu chnh, b sung mc tiu truyn thng
3.2.3 Thit k/hon thin li thng ip truyn thng
1.3.3.1 Ni dung thng ip
1.3.3.2 Cu trc thng ip
1.3.3.3 Hnh thc thng ip
1.3.3.4 Ngun thng ip
3.2.4 Hon thin knh v phng tin truyn thng

1.3.4.1 knh truyn thng trc tip

1.3.4.2 knh truyn thng gin tip
3.2.5 Xc nh v phn b ngn sch cho truyn thng
3.2.6 Quyt nh cng c v xy dng cc chng trnh truyn thng
1.3.5.1 La chn h thng cng c truyn thng
1.3.5.2 Xy dng cc chng trnh truyn thng
3.2.7 o lng kt qu truyn thng
KT LUN
(Tm tt kt qu ca ti nghin cu)
TI LIU THAM KHO
1. Philip Kotler (ngi dch: TS V Trng Hng) - Qun tr marketing - Nh xut bn:
Nxb Thng k 1997
2. PGS.TS. L Th Gii & ctg - Qun tr marketing nh hng gi tr - Nh xut bn
ti chnh 2011

PH LC
(nh km cc ph lc nu c)