B GIO DC O TO

TRNG I HC NGOI THNG

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cng tham d Cuc thi
Sinh vin nghin cu khoa hc Trng i hc Ngoi thng 2013

Tn cng trnh:
Thc trng v gii php nng cao hiu qu hat ng Marketing x hi vn
tit kim ngun nc ti TP HCM

Nhm ngnh: KD2



Tp. H Ch Minh, thng 10 nm 2013

Cc thnh vin trong nhm:
STT H v tn MSSV Kha lp














1. Tnh cp thit ca ti
Trong qu trnh hnh thnh v pht trin, bt u t lnh vc thng mi vi
mc tiu ch tiu th nhanh chng nhng hng ha, dch v c sn xut nhm
t c mc tiu li nhun, marketing dn c nhng bc pht trin a dng
hn. Chng khng cn b gii hn trong lnh vc thng mi m c m rng
sang nhiu lnh vc khc, ng thi hng n cc mc tiu khng v li nhun,
cc li ch x hi nhm nng cao cht lng cuc sng ca con ngi. Marketing
x hi hin ang trong qu trnh du nhp vo Vit Nam thng qua cc chng
trnh, d n phc v li ch x hi. ti c thc hin vi mc ch nghin cu
lnh vc khoa hc mi m ny, qua ng gp kin vi cc t chc hu quan
v nhng gii php han thin hat ng marketing x hi ang thc thi ti Vit
Nam, trong phm vi xt v d t thc t hat ng ti TP H Ch Minh lm in
hnh.
2. Tng quan tnh hnh nghin cu
ti nghin cu v mt lnh vc khoa hc cn mi Vit Nam l
Marketing x hi, m trn th gii khng nh nh mt gii php kinh t gii
quyt nhng vn x hi.
y l cng trnh nghin cu mi v l thuyt ti Vit Nam, trc c t
nghin cu v marketing x hi; trong khi, hat ng marketing x hi c th
hin trong thc t.
3. i tng v mc ch nghin cu
i tng Nghin cu v ni dung hat ng ca marketing x hi. Vn
nghin cu tp trung vo lnh vc marketing x hi vn tit kim ngun nc.
Mc ch Xc nh s cn thit pht trin v han thin hat ng
marketing x hi vn tit kim ngun nc nh mt cng c khoa hc quan
trng trong qu trnh thc hnh tit kim ti nguyn mi trng ti TP H Ch Minh
n nm 2020. Bn cnh , nhm nghin cu hng n nh gi cc mt tch cc
v mt tn ti trong hat ng marketing x hi ti TP H Ch Minh thi gian qua
lm c s khoa hc v thc tin xut, ng gp mt s gii php mi c tnh
kh thi han thin hat ng ny.
4. Phng php nghin cu
Cng trnh nghin cu s dng l thuyt khoa hc v marketing truyn
thng, c pht trin phn ngnh marketing x hi; p dng cc phng php
thng k, phn tch so snh, phn tch quy np, l thuyt h thng v phng php
nh lng kt qu nghin cu. Tng hp s liu v phn tch nhng vn thuc
i tng nghin cu.
Ti liu, d liu trong cng trnh nghin cu c thu thp trong cc n
phm trong v ngai nc, bo co ca cc ban ngnh nh nc v cng tc thc
hin tit kim ngun nc trn a bn TP H Ch Minh.
5. K hoch thc hin nghin cu
- 01/9/2013 : Hon tt cng on chn ti.
- 02/10/2013 - 08/10/2013: Thu thp ti liu tng qut v i tng nghin
cu.
- 08/10/2013 16/10/2013: Vit cng nghin cu.
- 17/10/2013 19/10/2013: Chnh sa cng.
- 22/11/2013 25/11/2013: Gp gio vin hng dn.
- 26/11/2013 21/02/2014: Trin khai nghin cu.
- 21/02/2014 28/02/2014: Tng hp bi nghin cu.
- 01/03/2014 09/03/2014: Gp gio vin hng dn v chnh sa bi
nghin cu.
- 10/03/2014 Hon thnh ti.
6. Kt cu ti
Chng I C s l lun v thc tin v Marketing x hi vn tit kim
ngun nc.
Chng II Phn tch thc trng hat ng Marketing x hi ti TP H Ch
Minh thi gian qua.
Chng III Mt s gii php hon thin Marketing x hi vn tit kim
ngun nc ti TP H Ch Minh.
7. Ti liu tham kho d kin
[1]. Social marketing: Principles and practice, Robert J. Donovan, Nadine
Henley.
[2]. Social marketing: Influencing behaviors for good; Lee, Nancy; Kotler,
Philip.
[3]. Social marketing: Improving the quality of life; Kotler, Philip; Roberto,
Ned; Lee, Nancy.
[4]. Introduction to social marketing; Mukherji, G.B.
[5]. Andreasen, A. (1995). Marketing social change: Changing behavior to
promote health, social development, and the environment. San Francisco:
Jossey-Bass.
[6]. Kennedy, A. (2010). Using Community-Based Social Marketing
Techniques to Enhance Environmental Regulation.
[7]. Haldeman, T. & Turner, J. (2009). Implementing a community-based
social marketing program to increase recycling.
[8]. Website ca Trung tm quc gia v marketing x hi ti M:
www.thensmc.com
[9]. Website ca Hip hi phi li nhun marketing x hi quc t: www.i-
socialmarketing.org