You are on page 1of 26

B GIO DC V O TO

I HC NNG

V NH MN

PHT TRIN DCH V THNG TIN DI NG


TI TRUNG TM THNG TIN DI NG
KHU VC III - MOBIFONE MIN TRUNG

Chuyn ngnh: Qun tr kinh doanh


M s:

60.34.05

TM TT LUN VN THC S QUN TR KINH DOANH

Nng, Nm 2013

Cng trnh c hon thnh ti


I HC NNG

Ngi hng dn khoa hc: PGS.TS. L TH GII

Phn bin 1: PGS.TS. NGUYN TH NH LIM

Phn bin 2: TS. NGUYN THNH HIU

Lun vn c bo v ti Hi ng chm Lun vn tt nghip thc


s Qun tr kinh doanh hp ti i Hc Nng vo ngy 30
thng 03 nm 2013.

* C th tm hiu lun vn ti:


- Trung tm Thng tin - Hc liu, i Hc Nng
- Th vin trng i hc Kinh T, i hc Nng.

M U
1. Tnh cp thit ca ti
Ngnh vin thng c vai tr v cng quan trng i vi s pht
trin ca nhn loi ni chung v ca t nc ni ring.
K t nm 1993 - nm khi u chin lc tng tc giai on 1
v l nm mng thng tin di ng MobiFone s dng cng ngh
GSM ln u tin c a vo khai thc Vit Nam - n nay, vin
thng Vit Nam cng c bc pht trin vt bc. Hin Vit Nam
ng th 8 th gii v mt thu bao di ng, tin b nhanh chng
v pht trin bng rng v c nh gi nh mt im sng ca
vin thng th gii.
MobiFone l mng in thoi di ng u tin Vit Nam, vi
kinh nghim kinh doanh ca nh mng i u, mc d vn nhn
c s ng h ca khch hng, cng ang i mt vi rt nhiu
thch thc khi m cc nh mng u c bn u t tt cho cc dch
v chnh. V kh cnh tranh nghing dn v cc dch v gia tng li
ch v cc dch v phc v khch hng.
Xut pht t nhu cu thc tin, ti Pht trin dch v
Thng tin di ng ti Trung tm Thng tin di ng khu vc IIIMobiFone Min Trung c la chn lm lun vn tt nghip cao
hc Qun tr Kinh doanh.
2. Mc tiu nghin cu
Thng qua s liu hot ng thc t ti Trung tm Thng tin di
ng khu vc 3 qua cc nm, ti s i vo phn tch v nh gi thc
trng, nguy c nh mt th phn ln ca mnh, trn c s lun vn,
lun vn tm ra nhng mt mnh, mt yu, nhng c hi v thch thc,
t a ra cc gii php nhm pht trin dch v Thng tin di ng ti
Mobifone min Trung nhm nng cao kh nng cnh tranh to s pht
trin n nh bn vng cho MobiFone trong thi gian n.

3. i tng v phm vi nghin cu


i tng nghin cu ca ti: ti ch yu nghin cu
nhng vn c nh hng n vic pht trin dch v v thc trng
cnh tranh ca dch v in thoi di ng, nh: mi trng cnh
tranh, cc chnh sch v sn phm dch v, gi dch v, mng lc
phn phi bn hng, cc dch v chm sc khch hng, qung co
khuyn mi...
Phm vi nghin cu: Lun vn nghin cu thc trng hot ng
kinh doanh dch v in thoi di ng ca Trung tm Thng tin di
ng Khu vc 3-MobiFone Min Trung trong giai on t nm 2009
n 2012. Lun vn ch quan tm nghin cu su v thc trng kinh
doanh dch v thng tin di ng ti khu vc Min Trung, y l khu
vc hot ng ch yu ca Trung tm Thng tin di ng Khu vc III.
4. Phng php nghin cu
Lun vn s dng m hnh phn tch theo quan im tng th.
Vn dng phng php phn tch tng hp, so snh trn c s iu
tra, quan st thc t v cc s liu thng k thu thp thng tin t
sch, ti liu nghin cu chuyn ngnh c lin quan nh gi tnh
hnh mt cch st thc, lm c s vng cht a ra nhng nhn
xt nh gi v xut cc gii php thc hin.
Lun vn s dng phng php phn tch thng k nh gi
cc s liu thng k t cc ngun: tp ch ca B Truyn thng v
Thng tin, Tng Cng ty Bu chnh vin thng Vit Nam, Cng ty
thng tin di ng...
Phng php chuyn gia, t vn cng c coi trng trong vic
thc hin gii php c tnh mi trong lnh vc vin thng v nh gi
cht lng dch v in thoi di ng.
Lun vn cn s dng phng php nghin cu ti bn, thu nhp
thng tin qua s liu thu thp t Trung tm Thng tin di ng Khu
vc 3-VMS MobiFone Min Trung, ngoi ra, cn s dng phng

php phn tch nh tnh, phng php nh gi so snh, din dch,


suy din v trao i vi cc cp lnh o Phng K hoch bn hng
v Marketing.
5. B cc ca lun vn
Ngoi phn m u v kt lun, ni dung lun vn gm ba
chng:
Chng 1: C s l lun v Marketing dch v
Chng 2: Thc trng hot ng marketing dch v in thoi
di ng ti Trung tm Thng tin di ng Khu vc 3
Chng 3: Gii php pht trin dch v thng tin di ng ti
Trung tm Thng tin di ng Khu vc 3 - MobiFone Min Trung
6. Tng quan ti liu nghin cu
Thng tin di ng ra i v pht trin t nhng nm thp k 90
ca th k trc, tuy nhin vic pht trin thng tin di ng n nay l
vn kh mi v thnh hnh trong thi gian gn y VIt Nam cng
nh cc nc trn th gii. Trc y cc nc ch yu tp trung vo
cc gii php k thut nng cao cht lng ni dung cung nh tn
hiu ng truyn ca in thoi di ng. Tuy nhin lin quan n vic
nghin cu, kinh doanh v marketing ca dch v thng tin di ng th
a s cc cng trnh u nghin cu theo tng ni dung ring bit nh
qun tr quan h khch hng, marketing-mix, hnh vie ngi tiu dng,
nghin cu s tha mn v gi tr thng hiu ca hng thng tin di
ng... Qua tm hiu nhng nghin cu trc y, ngi vit thng
k mt s ti liu c lin quan n lnh vc nghin cu ca mnh qua
mt s ti nghin cu ca cc tc gi sau:
Lun vn Xy dng chnh sch marketing dch v in thoi di
ng ti Trung tm dch v vin thng khu vc III (khu vc min
Trung) ca tc gi Nguyn Ngc Thi Bnh, thc s kinh t chuyn
ngnh Qun tr kinh doanh ca i hc Nng, nm 2010. Theo
tc gi Nguyn Ngc Thi Bnh, tc gi phn tch, nghin cu v

nh gi hot ng Marketing trong cc dch v thng tin di ng


ca Vinaphone 3. Qua , phn no c th thy c tm quan trng
ca vic vn dng Marketing trong sn xut-kinh doanh dch v
thng tin di ng. Vinaphone 3 v ang khng nh v tr ca
mnh trn th trng thng tin di ng v thy c vai tr ht sc
quan trng ca thng tin di ng i vi khch hng. Th trng
thng tin di ng cn ht sc mi m i vi t nc Vit Nam,
ang m ra thm v vn c hi cng nh nhiu thch thc. V vy
Vinaphone 3 phi c nhng quyt nh ng n, trong chnh
sch Marketing ng vai tr ht sc quan trng n s thnh cng
cng nh trn ng pht trin v hi nhp.
Hin nay, Trung tm Thng tin di ng khu vc 3 l doanh
nghip ang hot ng kinh doanh lnh vc thng tin di ng, cho
n nay cha c no nghin cu v Pht trin dch v thng tin di
ng ti Trung tm thng tin khu vc 3 - mobifone min Trung. Trn
c s k tha nhng l lun v dch v v marketing dch v, cng
nh nghin cu thc trng chnh sch Marketing dch v thng tin di
ng ti Trung tm Thng tin di ng khu vc 3, tc gi a ra
nhng gii php nhm hon thin chnh sch Pht trin dch v thng
tin di ng ca Trung tm Thng tin di ng khu vc 3.

CHNG 1
C S L LUN V DCH V V MARKETING DCH V
1.1. DCH V V PHT TRIN DCH V
1.1.1. Khi nim v c im ca dch v
a) Khi nim v dch v
Theo Philip Kotler v Armstrong (1991): Mt dch v l mt
hot ng hay mt li ch m mt bn c th cung cp cho bn kia,
trong n c tnh v hnh v khng dn n s chuyn giao s hu
no c.
b) c im c bn ca dch v
Dch v c bn c im quan trng nh hng rt ln n vic
thit k cc chng trnh marketing bao gm: Tnh v hnh; tnh
khng th tch ri; tnh a dng v khng n nh v cht lng; v
tnh khng lu gi c.
c) Cc c tnh ca dch v khc bit so vi hng ha
d) Phn loi dch v
C 5 loi dch v cn phn bit, l: Hng ha hon ton hu
hnh; hng ha hu hnh km theo dch v; Hng ha hu hnh kt
hp dch v; Dch v km theo hng ha hu hnh v dch v b
sung; Dch v hng ton.
1.1.2. Cu trc ca dch v
a) Dch v c bn
L dch v p ng li ch ch yu nht ca khch hng.
b) Dch v th cp (Dch v gi tr gia tng)
Bao gm: Cc c tnh dch v, kiu cch ng gi, nhn hiu,
cc yu t hu hnh v cht lng dch v.

c) H thng cung cp dch v


Gm: khch hng; c s vt cht; ngi cung cp dch v; dch
v; t chc ni b trong doanh nghip dch v; v cc khch hng
khc.
1.1.3. Pht trin dch v
1.2. MARKETING DCH V
1.2.1. Khi nim Marketing dch v
Marketing dch v l s thch nghi l thuyt Marketing truyn
thng vo th trng dch v, bao gm qu trnh thu nhn, tm hiu,
nh gi v tha mn nhu cu ca th trng pht trin bng h thng
cc chnh sch, cc bin php tc ng vo ton b qu trnh t chc
sn xut, cung ng v tiu dng dch v thng qua phn b cc
ngun lc ca t chc.
1.2.2. c trng Marketing dch v
Gip cho doanh nghip hiu bit v d on cc nhu cu ca
khch hng, cung cp cc li ch cho khch hng v tha mn cc
nhu cu ca h, m bo cht lng dch v, gi khch hng hin c
v ng thi thu ht khch hng mi.
Gip tm hiu v xy dng tt cc tng tc gia nh cung ng
dch v vi khch hng; gia khch hng vi i l hay i din nh
cung cp; gia khch hng vi nhau v gia khch hng vi cc
phng tin cung cp dch v.
1.3. TIN TRNH MARKETING DCH V
1.3.1. Xc nh gi tr
Theo quan im Philip Kotler, tin hnh qun tr marketing gm
cng vic sau: Phn tch c hi th trng, la chn th trng mc
tiu, hoch nh chin lc marketing, trin khai marketing-mix,
thc hin chin lc marketing, kim tra hot ng marketing.

a) Phn tch cc mi trng Marketing


* Mi trng v m:
Mi trng v m l nhng yu t tc ng gin tip n doanh
nghip trong nn kinh t. Cc yu t ny c phm vi rng ln bao
trm ton b nn kinh t.
Bao gm: Mi trng kinh t, mi trng cng ngh, mi
trng vn ha x hi, mi trng nhn khu hc.
* Mi trng vi m:
Mi trng vi m bao gm nhng yu t bn ngoi c nh
hng trc tip n hot ng doanh nghip v nh hng n kh
nng phc v khch hng. Nhng yu t ny gm: khch hng, cc
nh cung cp, i th cnh tranh, sn phm thay th.
Bao gm: Khch hng, Nh cung cp, Sn phm thay th, i
th cnh tranh, Cc doanh nghip mi gia nhp ngnh.
b) Phn on th trng v la chn th trng mc tiu
* o lng v d bo nhu cu
c lng nhu cu th trng, khu vc, doanh s v th phn v
d on nn kinh t, ngnh, mc tiu dng dch v.
* Phn on th trng
Cc tiu ch phn on th trng trong ngnh thng tin di
ng thng cn c theo cc tiu ch sau: Phn on theo yu t a
l, nhn khu hc, tm l, hnh vi.
* La chn th trng mc tiu
Vic la chn on th trng mc tiu c th hin ba cch
sau: Marketing khng phn bit, Marketing c phn bit, Marketing
tp trung.

c) nh v sn phm dch v trn th trng


nh v sn phm trn th trng l thit k mt sn phm c
nhng c tnh khc bit so vi sn phm ca i th cnh tranh
nhm to cho sn phm mt hnh nh ring trong con mt khch
hng.
d) Hoch nh chin lc marketing
Cn c vo chin lc kinh doanh c chp nhn, doanh
nghip phi xy dng v a ra chin lc marketing thch hp nht
nh nh hng cho hot ng marketing ca doanh nghip.
1.3.2. Sng to gi tr
a) Cc quyt nh v dch v
Cc cp ca dch v: Dch v c 5 cp . Cp c bn
nht l li ch ct li, th hai l dch v c bn, th ba l dch v
mong i, th t l dch v gia tng v cui cng l dch v tim n.
Cc quyt nh v phi thc sn phm dch v bao gm: Chin
lc mt dch v; chin lc a dch v; H thng sn phm dch v
v a hng ha sn phm dch v.
Danh mc sn phm dch v: L tp hp tt c cc loi dch v m
ni bn a ra bn cho ngi mua. Danh mc dch v c xc
nh theo chiu rng, chiu di, chiu su v tnh ng nht ca n.
Cht lng dch v: 5 yu t quyt nh cht lng dch v. (1)
Mc tin cy; (2) Thi nhit tnh; (3) S m bo; (4) S thng
cm; v (5) Yu t hu hnh.
Xy dng thng hiu:
b) Cc quyt nh v chnh sch gi dch v
Gi c hiu chnh l lng tin tr cho mt mt hng hoc
mt dch v m ngi mua phi tr c c hng ha v dch v
no .

Cc yu t nh hng n vic quyt nh gi: C bn yu t


nh hng n quyt nh gi dch v m nh cung cp dch v phi
cn c a ra quyt nh v gi: Chi ph sn xut ra mt n v
dch v, Mc gi m khch hng sn sng mua dch v, Gi ca i
th cnh tranh, Cc rng buc ca c quan qun l nh nc.
1.3.3. Chnh sch phn phi v chia s gi tr
a) Qun tr knh marketing dch v
b) Yu t con ngi
- Nhn vin ca cng ty phi tham gia trc tip hay gin tip vo
qu trnh sn xut to ra dch v.
- i vi nhiu loi dch v, ngi th hng dch v phi tham
gia trc tip vo qu trnh cung cp dch v. Lc h l ngi ng
to ra dch v.
c) Yu t quy trnh
chun ha qu trnh phc v khch hng trong lnh vc kinh
doanh dch v, doanh nghip cn xy dng cc quy trnh nghip v
chun, km theo nhng b ti liu hng dn chi tit sao cho bt k
nhn vin no cng phc v khch hng theo mt quy trnh phc v
chun ca cng ty.
d) Yu t phng tin vt cht
L mt yu t quan trng trong marketing dch v. Mt trong
nhng c im ca dch v l tnh v hnh v th khch hng s rt
kh hnh dung v nh gi c cht lng dch v l cao hay thp.
Cho nn thng qua cc phng tin vt cht gip cho khch hng tin
tng v d dng chn mua dch v hn.
1.3.4. Chnh sch truyn thng gi tr
a) Qung co

10

L bt k mt hnh thc gii thiu gin tip v khuych trng


cc tng, sn phm hoc dch v, do mt ngi (t chc) no
mun qung co chi tin ra thc hin. Cc phng tin qung co:
Bo, tp ch, pht thanh truyn hnh, qung co ngoi tri, qung co
qu cnh, qung co qua th trc tip, internet,
b) Khuyn mi
Mt s cng c khuyn mi thng dng
- i vi ngi tiu dng cui cng: dng th min ph, tham
quan, t vn, khuyn khch bng gim gi, phiu thng gim gi v
qu tng.
- i vi cc trung gian: Tng t l hoa hng trong thi gian
ngn hoc t chc cc cuc thi bn hng nhm khuyn khch cc
nhn vin bn hng n lc bn tt hn.
c) Quan h cng chng v tuyn truyn
C vai tr quan trng n phn ng, thi ca khch hng i
vi doanh nghip ni chung v bn hng ni ring. Ngi lm
marketing phi lm tt cc ni dung: quan h tht tt vi bo ch,
truyn hnh, tuyn truyn v sn phm, truyn thng v doanh
nghip, vn ng hng lang v tham mu.
d) Bn hng trc tip
L qu trnh tip xc trc tip gia khch hng v nhn vin bn
hng nhm t vn, gii thiu thuyt phc khch hng la chn v
mua sn phm. Cc phng tin hay s dng trong marketing trc
tip l th, in thoi, fax, email, internet...
) Marketing trc tip
S dng th t, in thoi v cc cng c lin lc gin tip khc
thng tin cho khch hng hin c v trin vng hay yu cu h
p ng li.

11

CHNG 2
PHN TCH THC TRNG HOT NG MARKETING
DCH V THNG TIN DI NG CA TRUNG TM THNG
TIN DI NG KHU VC III (MOBIFONE-MIN TRUNG)
2.1. GII THIU V CNG TY THNG TIN DI NG - VMS
2.1.1 S hnh thnh v pht trin
a) Lch s hnh thnh
b) Qu trnh pht trin
2.1.2. C cu t chc v chc nng kinh doanh
a) Chc nng nhim v
b) C cu t chc
2.1.3. Tnh hnh hot ng
a) Quy m hot ng
Hin ti, cng ty cung cp dch v thng tin di ng trn ton
lnh th Vit Nam. Ngoi ra, cng ty cn k kt hp ng hp tc
vi trn 40 quc gia trn ton th gii.
b) Sn phm dch v
Cng ty cung cp dch v thng tin di ng di hai hnh thc:
tr trc v tr sau, cung cp nhiu dch v GTGT v cc dch v
mang tnh cng ngh, dch v h tr.
c) Cc ngun lc ca Cng ty
* C s h tng, mng li v cng ngh
Hin c 25.000 trm pht sng 2G/3G vi y tiu chun,
m bo hot ng thng sut.
* Nhn lc
Nm 2010, cng ty c hn 6.200 cn b cng nhn vin, trong
hn 540 nhn vin qun l. Hu ht lao ng cn rt tr v qua
o to. S ngi c trnh i hc tr ln chim trn 75%.

12

d) Ti chnh
n nm 2010, tng ti sn l 20.500,6 t ng, trong vn
lu ng chim 82,8% v hng nm u c b sung. C cu
ngun vn tng i thun li. Trong nm 2010, vn ch s hu
chim 85,68% v c b sung thng xuyn nn t trng c xu
hng tng.
) Mng li phc v khch hng
thc hin khu hiu mi lc mi ni, Cng ty hin ang c
6 trung tm ti 6 khu vc, 60 chi nhnh iu hnh hot ng sn xut
kinh doanh cc tnh thnh, 200 ca hng tiu chun v hn 1000
ca hng huyn. Ti mi trung tm, cn c 01 tng i tr li khch
hng qua in thoi.
2.2. GII THIU V TRUNG TM TNG TIN DI NG
KHU VC III - VMS3
2.2.1. H thng c s h tng thng tin di ng ti Trung
tm
2.2.2. Ngun nhn lc
2.2.3. Tng quan th phn cc mng ti Trung tm TTD
Khu vc III
2.3. THC TRNG MARKETING DCH V THNG TIN DI
NG TI TT THNG TIN DI NG KHU VC 3
2.3.1. Xc nh gi tr
a) Mi trng Marketing
* Khch hng:
So vi cc nm trc, t l thu bao tr trc khng thay i v
vn chim hu ht s lng khch hng hin ti (94%). i i vi
loi thu bao ny hnh thc np tin bng th co ph bin rng ri.
* Phn loi khch hng ch yu theo hnh thc sau:

13

Phn loi theo loi hp ng: gm Khch hng i l, khch


hng t chc v khch hng c nhn.
Phn loi theo mc s dng v nh hng: gm khch hng
ln, khch hng c mc s dng bnh thng, khch hng c mc
s dng thp.
Phn loi theo hnh thc s dng: gm Khch hng tr trc,
Khch hng tr sau.
* i th cnh tranh:
Hin nay VMS c 03 i th cnh tranh v dch v thng tin di
ng ch yu l Viettel, Vinafone v Vietnammobil. Vic nghin
cu nhng v th, im mnh, hn ch ca cc i th l vn ht
sc quan trng.
* Nh cung cp:
Nh cung cp ca Mobifone ch yu l cc cng ty v thit b
nh: HUEWEI, Ericsion cung cp cc thit b nh tuyn, thit b
BTS, bn cnh , c cc nh cung cp gii php phn mm phc
v sn xut kinh doanh, nh: FPT, Mobitech
b) Mi trng kinh doanh
* Tnh hnh kinh t x hi ca Vit Nam v th gii
Vit Nam ang c mt mi trng chnh tr tng i n nh.
y l thun li i vi ngnh vin thng ni chung v Cng ty
thng tin di ng ni ring.
* Chnh sch ca Nh nc v kinh doanh dch v Thng tin di
ng: V qun l gi cc; V ng k thng tin thu bao tr trc;
V tht cht khuyn mi.
* Th trng dch v Thng tin di ng ti Vit Nam
n nm 2010, C 07 nh mng khai thc c giy php v 02
nh khai thc c cp php mng o (MVNO). S lng thu

14

bao di ng Vit Nam l khong 147,3 triu. S thu bao o ln. Ba


mng di ng MobiFone, Viettel, VinaPhone chim th phn khng
ch, cc mng cn li ch chim di 4% th phn.
c) Phn on th trng v xc nh th trng mc tiu
* Phn on th trng
- Phn on th trng da theo yu t a l:
- Phn on th trng theo i tng khch hng:
* La chn th trng mc tiu
- i vi phn on th trng theo yu t a l:
- i vi phn on th trng theo i tng khch hng:
d) Chin lc nh v dch v thng tin di ng
Chin lc nh v dch v thng tin di ng cho cc th trng
mc tiu da trn mt s tiu ch: tnh nng, li ch, gi c, s thun
li trong s dng...
2.3.2. Sng to gi tr
a) Cc quyt nh v dch v thng tin di ng
* Cc sn phm dch v ca Cng ty bao gm: Dch v c bn,
Dch v GTGT, Dch v h tr.
* Cht lng dch v thng tin di ng: n nay, cht lng
dch v trong ngnh thng tin di ng ca Cng ty c coi l p
ng trit i vi khch hng trong thi gian qua.
* Thng hiu Mobifone:
MobiFone cng l mng di ng 5 nm lin tc dnh gii
thng "Mng di ng c a chung nht ti gii thng
Vietnam Mobile Awards.
b) Chnh sch gi cc thng tin di ng ton quc
Gi cc dch v thng tin di ng gn lin vi danh mc dch
v thng tin di ng ca Mobifone. Hin ti nguyn tc tnh cc,

15

qung tnh cc cuc gi l block v thi gian gi ti thiu l 6s, cc


giy tip theo sau 6s s c tnh block 1s. Cc gi vo gi ri
c gim 50% cho tt c cc cuc gi t 23h m n 6h sng
ngy hm sau.
2.3.3. Phn phi v chia s gi tr
a) Qun tr knh Marketing dch v thng tin di ng
H thng knh phn phi ti Trung tm TTD Khu vc III c
03 cp qun l: Cp Trung tm; Cp chi nhnh v Mobifone lin
Qun/Huyn. Tnh n ht nm 2012, Trung tm TTD Khu vc III
c gn 1000 i l chuyn va bn hng va cung cp dch v cho
khch hng, hn 10.000 im bn l chuyn bn hng.
b) Con ngi
Nhn vin: Vic o to v pht trin ngun nhn lc lun c
VMS 3 quan tm, c bit l nhn vin b phn giao dch, chm
sc khch hng v cung cp dch v thng tin di ng thng xuyn
tip xc vi khch hng, nh: Giao dch vin, nhn vin kinh doanh,
tng i, nhn vin thu cc v h tr k thut.
Khch hng: Khch hng ngy nay rt quan tm n cht lng
dch v. thi cng nh cung cch phc v ca khch hng.
c) Quy trnh
VMS 3 ban hnh cc quy trnh cung cp dch v thng tin di
ng, quy trnh chm sc khch hng v gii quyt khiu ni.
d) Phng tin vt cht
Trung tm lun quan tm n vic u t vo phng tin vt
cht, c s h tng nng cao hnh nh ca doanh nghip v s tin
tng ca khch hng vo dch v, nh bng hiu, ca hng giao
dch, ng phc nhn vin, cc biu tng, showroom...

16

2.3.4. Chnh sch truyn thng gi tr


a) Hot ng qung co
Cc chng trinh qung co ca Cng ty tng i a dng v
thng qua cc knh sau y: Qung co truyn thng, Qung co
khng truyn thng
b) Hot ng khuyn mi
Cc chng trnh khuyn mi c trng m MobiFone thng
p dng, nh: Min gim ph s dng th cc sn phm dch v mi,
Khuyn mi tng tin: tng 50% cho khch hng s dng hnh thc
thanh ton t ng, Tng gi u i cho khch hng.
c) Hot ng quan h cng chng
Cng ty ch trng u t ti tr cho cc chng trnh mang tnh
gii tr v tnh nhn vn cao nh: Cc chng trnh ca nhc, th
thao,... Cc chng trnh gy qu ng h ngi ngho, ng h nn
nhn cht c mu da cam, ... Phi hp t chc chng trnh Ti
yu MobiFone pht trn sng FM, Tr chi c thng trn Website
ca Cng ty, Chng trnh Hnh trnh khm ph trn DVTV
d) Hot ng Marketing trc tip
Hot ng tip th trc tip ca cng ty c thc hin qua
nhiu knh, gm c: H thng tr li t ng 18001090, t vn
khch hng 9244, Hot ng h tr gi ra, Hot ng tip th ti
ca hng, T chc roadshow, gian hng tip th sn phm dch v.
2.4. NH GI CHUNG CC HOT NG MARKETING
DCH V
2.4.1. So snh Marketing dch v gia cc i th cnh tranh
2.4.2. nh gi hot ng Markerting Dch v

17

CHNG 3
CC GII PHP PHT TRIN DCH V THNG TIN DI
NG TI TRUNG TM THNG TIN DI NG KV3
3.1 CC CN C TIN
3.1.1. Mc tiu v nh hng pht trin ngnh Vin thng
Vit Nam
3.1.2. Xu th pht trin cc dch v thng tin di ng
a) Xu th pht trin dch v thng tin di ng trn th gii
b) Xu th pht trin dch v thng tin di ng ti Vit Nam
3.1.3. Nhn thc im mnh, im yu, c hi v thch thc
trong pht trin dch v TTD ca cng ty Thng tin di ng
im mnh
- Nhiu kinh nghim, tim lc ti chnh v thng hiu mnh,
th phn ng th 2 trn th trng, c nh gi c cht lng dch
v v CSKH tt nht nhiu nm lin. C nhiu khch hng ln, cao
cp.
- Mng li knh phn phi ln, lc lng lao ng c trnh ,
k nng, kinh nghim, gn b vi doanh nghip.
im yu
- nh v thng hiu cha nht qun.
- Vng ph sng hn ch vng ngoi trung tm. H thng cng
ngh thng tin cha mnh, ph thuc i tc, Knh phn phi
tuyn huyn, vng xa cn thiu. Cht lng mng v cht lng mt
s dch v cha tt.
- Chnh sch gi cc cha linh hot, c ch qun l u t phc
tp v chm. Chnh sch truyn thng cha tt.

18

- S dng lao ng cn co bng, thiu c ch khuyn khch lao


ng gii thc s.
C hi
- Nn kinh t ang trn tng trng. Tc pht trin
chm li nhng th trng di ng vn cn nhiu tim nng.
- Mng dch v d liu, ni dung s ang s khai nn v
cng hp dn.
Thch thc
- Nn kinh t lm pht cao, tng trng thiu bn vng.
- Nh nc vn ang u tin cho cc doanh nghip mi tham gia
vo th trng vin thng. Cc doanh nghip th phn nh, dung
lng mng li cn ln nn tung rt nhiu chiu khuyn mi khng.
- Chi ph u t pht trin cng ngh v mng li 3G qu ln
lm chi ph sn xut kinh doanh tng cao.
3.2. D BO V MI TRNG MARKETING
3.2.1. Cc nh hng ca mi trng v m
a) Mi trng kinh t
b) Mi trng chnh tr, php lut
c) Mi trng dn s hc
d) Mi trng k thut cng ngh
)Mi trng t nhin
3.2.2. Cc nh hng ca mi trng vi m
a) Khch hng
Khch hng c xu hng theo di khuyn mi ca cc nh mng
v la chn s dng khi nh mng c khuyn mi hp dn nht. c
bit, Gii tr thng theo xu hng ny.

19

b) V i th cnh tranh
MobiFone hin ang top 3 nh mng ln nht, bn cnh
vinaphone v Viettel. Cc nh mng khc th phn khng ng k.
c) Cc nh cung cp
- i vi nh cung cp thit b: Hin trn th gii c rt nhiu
nh cung cp thit b lin quan vi gii php k thut mang tnh cnh
tranh cao.
- i vi nh cung cp dch v ni dung: Vit Nam hin nay
l hnh thnh t pht, cn thiu kinh nghim.
- i vi nh cung cp thit b u cui: Hin trn th trng c
rt nhiu thit b u cui ca cc nh cung cp khc nhau, a dng
ha s la chn ca khch hng.
- i vi nh cung cp gii php k thut ng dng, cng ngh
thng tin: S lng nh cung cp c uy tn khng nhiu, hu ht va
cung cp cho VMS, va cung cp cho cc i th, nn tnh bo mt
v s khc bit khng cao.
3.3. MC TIU V NH HNG CHIN LC KINH
DOANH CA TRUNG TM THNG TIN DI NG KHU
VC 3 VMS TRONG GIAI ON 2010 - 2015
3.3.1. Mc tiu kinh doanh
3.3.2. nh hng chin lc kinh doanh dch v thng tin di
ng ca Trung tm
3.4. CC GII PHP PHT TRIN DCH V THNG TIN DI
NG
3.4.1. Xc nh gi tr
a) Mi trng Marketing
* Mi trng vi m ca Mobifone 3:
* Mi trng V m ca Mobifone 3:

20

b) Phn on th trng v la chn th trng mc tiu


* Phn on th trng:
Phn on th trng theo yu t a l: VMS3 tp trung hng
ti nhiu nht l Nng, Tha Thin-Hu, Qung Nam, Qung
Ngi, Khnh Ha v cc thnh ph khu vc Ty Nguyn,
Phn on th trng theo i tng khch hng: bao gm cc
khch hng mua s dng, khch hng mua bn.
Mobifone 3 tp trung vo nhm khch hng nh sau:
+ tui t 0 n 17: tui hc sinh, nhu cu s dng cha
nhiu.
+ tui 18 n 60: ang tui lao ng, s dng in thoi
lin lc cao.
+ Trn 60: t s dng in thoi, nhu cu thp.
- Khch hng mua bn li: l nhng trung gian trong knh
phn phi ca Mobifone 3.
* La chn th trng mc tiu:
i vi phn on th trng theo yu t a l:
Th trng mc tiu ca Mobifone 3 vn l nhng thnh ph ln
nh l Nng, Hu, Ph Yn, Bnh nh, DakLak, Khnh Ha.
i vi phn on th trng theo i tng khch hng:
- Khch hng mua s dng: bao gm c nhn, cng nhn vin,
nh kinh doanh, hc sinh c tui t 18 n 60 tui.
- Khch hng mua bn li: l nhng trung gian trong knh
phn phi ca Mobifone 3.
c) Chin lc nh v dch v thng tin di ng
Th trng mc tiu ca VMS 3 cn phi hng n: Gi dch
v ph hp nht; Cht lng dch v tt nht; Dch v GTGT a
dng v p ng nht; Chnh sch chm sc khch hng tt nht.

21

3.4.2. Sng to gi tr
a) Cc quyt nh v dch v thng tin di ng
* c im ca th trng dch v thng tin di ng:
Khch hng chnh ca Mobifone 3 s l: Vin thng, Bu in
tnh thnh, tng i l, c nhn n mua sn phm dch ti trung tm
dch v ca Mobifone 3 v ti cc im bn.
b) Danh mc v chng loi dch v thng tin di ng
Gm cc danh mc v chng loi dch v sau: Dch v GTGT,
Loi b bt cc dch v hoc ci tin, thay th bng dch v khc,
Thm mi cc dch v GTGT c tnh nng hp dn, Thm mi cc
tnh nng ca dch v hin hnh, Phi hp hon chnh cc dch v
lin kt, Xy dng cc gi dch v ph hp cho tng i tng khch
hng.
c) Cht lng dch v thng tin di ng
chnh l cht lng mng li, n ph thuc vo ph
sng, cht lng thit b v cng ngh. Mun vy, VMS3 cn phi:
M rng vng ph sng, Nng cao cht lng mng li, Cht
lng ca h thng qun l dch v, Cht lng ni dung dch v.
d) Chnh sch gi cc dch v thng tin di ng
VMS 3 cn phi a dng ho cc hnh thc gi cc dnh cho
cc i tng khch hng k c tr trc v tr sau. Quy hoch li
gi cc cho cc gi dch v theo hng c quy lut, n gin v d
nh. Pht trin cc hnh thc t kim sot chi ph dch v cho khch
hng khch hng an tm khi s dng. C chnh sch u i chit
khu khuyn khch cho khch hng tch cc s dng dch v.

22

3.4.3. Chnh sch phn phi v chia s gi tr


a) Chnh sch con ngi
VMS 3 cn quan tm n cc vn v cng tc tuyn dng
nhn ti, o to nhn vin thng xuyn v lin tc, to ng lc
nhn vin cng tham gia pht trin chin lc chin dch ca VMS 3
v thng xuyn kim tra, nh gi cht lng phc v khch hng.
d) Quy trnh
Thi gian n Mobifone 3 s tip tc ban hnh v hon thiu cc
quy trnh, nh: Quy trnh qun l quan h khch hng, quy trnh
qun l thng tin v dch v khch hng...
) Phng tin vt cht
- Tp trung nghin cu a im lp t trm BTS, tin hnh v y
nhanh tc lp t trm nhm trin khai cc dch v n khch hng.
- Thng xuyn kim tra cht lng dch v mng iu chnh
kp thi, m bo thng tin lin lc cho cc thu bao di ng trong
khu vc.
3.4.4. Chnh sch truyn thng gi tr
a) Hot ng Qung co trn cc phng tin truyn thng
i chng
Cc thng ip truyn thng phi ph hp tm l i tng
khch hng mc tiu ang nhm n v phi c truyn thng trn
cc phng tin m i tng ny thng s dng: v d: bo ch,
chng trnh truyn hnh a thch,...
b) Hot ng Marketing trc tip
Tng cng tuyn truyn qung co dch v qua knh truyn
thng trc tip v knh bn hng trc tip.

23

c) Hot ng Khuyn mi
Cn c nghin cu p ng khch hng mc tiu thay v
chy theo khuyn mi ca cc i th. a dng ho cc hnh thc
khuyn mi nhm to s hng th cho khch hng .
d) Hot ng Quan h cng chng
Tng cng ti tr cho cc hot ng, chng trnh mang tnh
nhn vn hoc c tc ng trc tip n i sng, n cng vic ca
i tng khch hng mc tiu em li nhng xc cm v n
tng tt p v lu di trong lng khch hng.
) Cc chnh sch khc
Vic truyn thng v dch v mi, phi c thc hin ng b,
kt hp ng b gia qung co, tip th, t vn v bn hng trc
tip, m bo c tn sut khch hng nhn bit v cm nhn
c dch v, trnh vic qung co mt ln ri mt ht hoc trong
cng mt lc truyn thng qu nhiu thng ip.
3.5. MT S KIN NGH

24

KT LUN
Trong qu trnh hi nhp kinh t quc t, tnh hnh cnh tranh
ang din ra khc lit gia cc nh cung cp dch v thng tin di
ng, lm th no tn ti v pht trin l mt vn nan gii
i vi ton th CBCNV Mobifone 3. ng trc yu cu tt yu
khch quan ny, Mobifone 3 phi chp nhn tham gia cnh tranh vi
cc nh mng khc trn th trng Min Trung ni ring v c nc
ni chung. Duy tr khch hng hin c v thu ht thm thu bao di
ng mi, nhm gia tng th phn v phn u tr li mng di ng
s 1 ti Vit Nam.
Qua 3 chng c trnh by trn, tc gi phn tch, nghin
cu v nh gi hot ng Marketing dch v thng tin di ng ca
Mobifone 3. Qua , phn no c th thy c tm quan trng ca
vic vn dng Marketing dch v thng tin di ng. VMS 3 v
ang khng nh v tr ca mnh trn th trng thng tin di ng v
thy c vai tr ht sc quan trng ca thng tin di ng i vi
khch hng. Th trng thng tin di ng cn ht sc mi m i vi
t nc Vit Nam, ang m ra thm v vng c hi cng nh nhiu
thch thc. V vy Mobifone 3 phi c nhng quyt nh ng n,
trong chnh sch Marketing ng vai tr ht sc quan trng n
s thnh cng cng nh trn ng pht trin v hi nhp.