TNG LIN ON LAO NG VIT NAM

TRNG I HC TN C THNG
KHOA: Khoa hc x hi nhn vn

ti:
S DNG HIU QU CC HNH THC
TRUYN THNG TRONG HOT NG
QUN TR KINH DOANH

Nhm:11

TP. H Ch Minh, ngy 30 thng 05 nm

2015.

TNG LIN ON LAO NG VIT NAM

TRNG I HC TN C THNG
KHOA: Khoa hc x hi nhn vn

ti:
S DNG HIU QU CC HNH THC
TRUYN THNG TRONG HOT NG
QUN TR KINH DOANH
Nhm thc hin gm:
1. L Th Kim Ngn
2. Hunh Th T Ngn
3. ng Thy Trang
4. Nguyn Hunh Nhi
5. iu Th Thu Tho

Mc lc
LI M U.................................................................................................................2
CHNG 1: TNG QUAN V TRUYN THNG MARKETING TCH HP. .2
1.1. Truyn thng marketing tch hp.............................................................................3
1.1.1. Khi nim..........................................................................................................3
1.1.2. Vai tr ca truyn thng marketing tch hp.....................................................3
1.2. Phi thc truyn thng _ Cng c ca truyn thng marketing tng hp (IMC):...3
CHNG 2: S DNG HIU QU HNH THC TRUYN THNG TRONG
TRUYN THNG MARKETING TCH HP.........................................................4
2.1. .Xc nh cng chng mc tiu................................................................................4
2.2. Xy dng hiu qu phi thc truyn thng c ng (promotion-mix).....................4
2.2.1.Qung co (Advertising)....................................................................................4
2.2.2.Khuyn mi (Sales promotion)...........................................................................5
2.2.3.Marketing trc tip (Direct Marketing)..............................................................6
2.2.4. Quan h cng chng (Public Relations)............................................................6
2.3. Cc nhn t nh hng n vic xy dng chin lc phi thc truyn thng.......7
2.3.1. Loi sn phm...................................................................................................7
2.3.2. Ngun ngn sch...............................................................................................7
2.4. Cch tip cn tch hp trong truyn thng marketing.............................................7
CHNG 3: V SAO TRUYN THNG MARKETING TCH HP (IMC) L
XU TH TRUYN THNG TRONG TH K 21 ..................................................8
3.1. Truyn thng marketing tch hp: lun thuyt mi ca marketing hin i............8
3.2. So snh marketing truyn thng v marketing tch hp...........................................8
KT LUN CHUNG.....................................................................................................9
TI LIU THAM KHO..............................................................................................9

TM TT NI DUNG
Bi tiu lun ca nhm 11 bao gm phn li dn, phn kt lun v 3 chng xoay
quanh cc vn v vic s dng hiu qu cc hnh thc truyn thng t vic kt hp
cc cng c truyn thng c bn l qung co (advertising), quan h cng chng (PR),
marketing trc tip (direct maketing), khuyn mi (Sales promotion) v d bo cc xu
th mi ca truyn thng trong th k 21.
T kha: truyn thng marketing tch hp (Intergrated Marketing Conmmunications),
phi thc truyn thng c ng (promotion-mix), marketing trc tip (direct
marketing)

LI M U
T lu, cc doanh nghip trong nc thc hin nhiu chng trnh, nhiu hot
ng truyn thng nhm h tr cho kinh doanh, to quan h tt p vi ngi tiu
dng. Th nhng nh hng cho cc hot ng , cng nh mc tiu, i tng
nhm n, phng php o lng hiu qu v vic ln k hoch cn cha c lu
tm ng mc.
Hn na, cc hot ng truyn thng cha c soi di knh hin vi nh mt
qu trnh truyn thng phc tp, trong bao gm nhiu c hi truyn thng ip
cho i tng, thuyt phc h h lm theo mc tiu ca mnh. V vy, gi tr v hiu
qu ca hot ng truyn thng cha c khai thc ti a, v doanh nghip cha gt
hi c trn vn nhng ch li to ln t hot ng ny mang li.
Bn cnh , cc doanh nghip v ang i theo mt li mn ngha l cc doanh
nghip t trc n nay ch s dng truyn thng theo kiu truyn thng ,h ch chn
mt trong s nhng hnh thc ca truyn thng thay v kt hp nhiu hnh thc y li
vi nhau.Vic kt hp nhiu hnh thc truyn thng li vi nhau l kiu truyn
thng tng hp (IMC) mang li hiu qa cao. Tuy nhin, kiu truyn thng ny cn
kh mi m v cha c ph bin Vit Nam.

Nhn thy c tm quan trng ca truyn thng tng hp (IMC) i vi hot ng

kinh doanh ca cc doanh nghip ni ring v s pht trin ca hot ng truyn
thng trong qun tr kinh doanh Vit Nam ni chung .Nhm 11 thc hin bi tiu
lun nghin cu v ti S DNG HIU QU CC HNH THC TRUYN
THNG TRONG HOT NG QUN TR KINH DOANH

CHNG 1: TNG QUAN V TRUYN THNG MARKETING TCH HP

1.1. Truyn thng marketing tch hp
1.1.1. Khi nim
Truyn thng marketing tch hp (IMC) l khi nim v s hoch nh truyn
thng marketing nhm xc nh gi gia tng ca mt k hoch tng hp, nh gi vai
tr chin lc ca cc thnh phn khc nhau trong truyn thng nh qung co,
khuyn mi, tuyn truyn v s kt hp cc thnh phn ny to ra mt s truyn
thng r rng, u n, hiu qu ti a. (Hip hi cc i l qung co M 4As)
1.1.2. Vai tr ca truyn thng marketing tch hp
Cc cng c c bn c s dng t c mc tiu truyn thng ca t
chc c gi l phi thc chiu th/truyn thng (promotional mix), l qung
co, khuyn mi, marketing trc tip, PR v cho hng c nhn. Mi yu t c vai tr
khc nhau trong qu trnh IMC v chng cng c thc hin vi hnh thc khc nhau,
mi yu t c mi u im v nhc im nht nh.
Mt chng trnh truyn thng marketing tch hp (IMC) thnh cng i hi
doanh nghip bit cch kt hp ng n cc k thut v cng c truyn thng, xc
nh r vai tr v s m rng cc yu t ny trong vic phi hp; s dng chng.
t c iu ny, ngi chu trch nhim v hot ng truyn thng ca cc cng ty
phi hiu r vai tr ca truyn thng marketing trong mt k hoch chung marketing.
Vai tr ca truyn thng marketing tch hp (IMC) th hin nh sau:

L cng c thc hin chc nng truyn thng, p ng nhu cu khch hng.
Phi hp vi cc cng c khc trong marketing mix t mc tiu marketing
L cng c cnh tranh trong kinh doanh: gia tng gi tr sn phm, thng tin,
xy dng nhn thc v sn phm, nng cao uy tn nhn hiu, duy tr nim tin, thi
tt p ca cng chng v cng ty
1.2. Phi thc truyn thng _ Cng c ca truyn thng marketing
tng hp (IMC):

Trong th trng mc tiu, ngoi vic cung cp sn phm, dch v thch hp, gi
c cnh tranh, phn phi thun li cho khch hng, doanh nghip cn phi lp phi
thc truyn thng c ng (Promotion-mix). Chin lc Promotion -mix bao gm s
kt hp cht ch cng lc nhiu yu t nh: qung co, quan h cng chng, qung b,
khuyn th (khuyn mi, khuyn mi), bn hng c nhn, bn hng qua in thoi
(International trade exhibition), phi on thng mi (Trade mission), hi ch thng
mi quc t (International trade fair) v trin lm thng mi quc t (International
trade exhibition). Ty theo iu kin v mi trng kinh doanh ca doanh nghip
chn cc yu t kt hp trong Promotion -mix sao cho ph hp v hiu qu.
Phi thc truyn thng c ng (promotion-mix) bao gm bn cng c truyn
thng in hnh l qung co (advertising), marketing trc tip (direct marketing),
khuyn mi (Sales promotion) v cui cng l quan h cng chng (public relations).

[Ngun: juliangooden.com]

CHNG 2: S DNG HIU QU HNH THC TRUYN THNG TRONG

TRUYN THNG MARKETING TCH HP
3

2.1. .Xc nh cng chng mc tiu

Cng chng l nhng ngi sn sng mua hng hoc nhng khch hng ng s
dng hin ti. Cng chng khng gii hn s lng, c th l mt c nhn, mt nhm
ngi , ang v s thc hin nhng quyt nh mua hng. Cng chng mc tiu l
nhng ngi s tc ng mnh m n chin lc v cch thc ca ngi truyn
thng.

2.2. Xy dng hiu qu phi thc truyn thng c ng (promotion-mix)

2.2.1.Qung co (Advertising)
Qung co (Advertising) l vic s dng cc phng tin thng tin truyn t tin
tc v cht lng hay u im ca sn phm n khch hng. thc hin c vic
ny, cc doanh nghip phi chi ra mt khong tin nht nh.

V bn cht, qung co (Advertising) c nhng im cn lu :

S trnh by mang tnh i chng (Public presentation): qung co
(Advertising) l cch truyn t thng tin cng khai v sn phm mt cch chun
ha v hp php. Do c nhiu ngi tip nhn qung co nn ngi bn bit rng
nh n ngi mua c th hiu bit v chp nhn sn phm.

S lan ta (Pervasiveness): qung co (Advertising) l cch lm thng tin trn

ngp. Qung co gip ngi bn lp li thng ip nhiu ln gip ngi mua
nhn v so snh thng ip ca cc hng khc nhau la chn. Qui m qung
co ln th hin 1 cch tch cc, danh ting v s thnh cng ca doanh nghip.

Din t c tnh khuch i (Amplified expressiveness): qung co

(Advertising) cung cp c hi to kch tnh trong s trnh by sn phm v cng
ty qua vic s dng kho lo yu t hnh nh, m thanh, mu scTuy nhin, lm
dng cc yu t ny c th lm long, ri thng ip.

Tnh v cm (Impersionality): qung co (Advertising) khng thc p mua nh

lc lng bn hng. Khn thnh gi khng cm thy b bc buc ch hay p
ng. Qung co ch l mt hnh thc c thoi, khng phi l i thoi vi khch
hng.

Ni cch khc, qung co (Advertising) c s dng xy dng hnh nh sn

phm trong di hn, khng tc ng nhanh n mc bn. Qung co (Advertising) l
mt phng tin hiu qu thng tin n nhiu ngi mua phn tn vi chi ph bnh
qun thp. Qung co (Advertising) c th nh hng n mc bn thng qua cch
trnh by. Khch hng thng tin rng nhng nhn hiu c qung co mnh phi c
gi tr tt.
2.2.2.Khuyn mi (Sales promotion)
Khuyn mi (Sales promotion) c nh ngha l hot ng nhm cung cp gi tr
hoc khch l tng thm cho lc lng bn hng, nh phn phi v ngi tiu dng
nhm gia tng doanh s ngay lp tc.
Mc d Khuyn mi (Sales promotion) c nhiu cng c khc nhau nhng chng c 3
c trng c bn:

Truyn thng (Communication): khuyn mi gy s ch v cung cp nhng

thng tin dn ngi tiu th n sn phm.

Kch thch (Stimulation): khuyn mi dng nhng cng c thc y, ng vin,

gia tng li ch thuyt phc khch hng mua ngay. Qung co a ra l do
mua cn khuyn mi to ra s kch thch mua.

Cho mi (Invitation): Khuyn mi (Sales promotion) nh mt li mi cho

thc gic khch hng mua ngay sn phm.
Doanh nghip s dng khuyn mi l cng c to ra phn ng mua nhanh hn
v mnh hn. Khuyn mi (Sales promotion) c th c s dng sn phm c
ch v nng cao mc bn ang st gim. Khuyn mi (Sales promotion) c hiu qu
trong ngn hn, tuy nhin khng hiu qu khi xy dng s a thch nhn hiu lu di.

2.2.3.Marketing trc tip (Direct Marketing)

Marketing trc tip (Direct Marketing) l vic s dng in thoi, th in t v
nhng cng c tip xc khc (khng phi l ngi) giao tip v dn d mt p ng
t nhng khch hng ring bit hoc tim nng.

[Ngun: www.zodiacprinting.com]

Marketing trc tip mang n nhiu li ch cho ngi tiu th. Nhng ngi t
hng qua knh th in t cho rng mua hng qua th in t th vui, tin li, v
khng b quy ri (phin nhiu). Cch thc ny tit kim thi gian. H c th la chn
ti nh qua nhng catalog gii thiu v hng ha v nhng cch sng mi. H c th
nhn qu m khng cn ri nh. Nhng khch hng cng nghip cng c nhiu thun
li. H c th hiu bit nhiu sn phm v dch v m khng cn tn thi gian gp
nhn vin bn hng.

2.2.4. Quan h cng chng (Public Relations)

Quan h cng chng (Public Relation) c nh ngha l chc nng qun l
nh gi thi ca cng chng, lin kt chnh sch ca cc t chc vi li ch x hi,
thc hin chng trnh hot ng t c s hiu bit v s chp nhn ca cng
chng.

Quan h cng chng (PR) thng c mc tiu nhm thit lp v duy tr n tng tch
cc ca cc nhm cng chng v cng ty. Hnh thc thng s dng hp bo, t chc
s kin, cung cp thng tin bo ch a tin v sn phm hoc cng ty, tham gia vo
cc hot ng cng ng nh: tr cp, ng gp qu x hi, ti tr cho s kin t bit
v.v tng cng hnh nh cng ty.

2.3. Cc nhn t nh hng n vic xy dng chin lc phi thc truyn thng
2.3.1. Loi sn phm
Nu cc doanh nghip tiu dung nh gi theo th t qung co, khuyn mi,
bn hng trc tip v quan h cng chng th cc doanh nghip hng t liu sn xut
nh gi theo th t bn hng trc tip, khuyn mi, qung co v quan h cng chng.
Nhn chung bn hng trc tip c s dng i vi nhng sn phm phc tp, t tin
v nhiu ri ro i vi th trng c t ngi bn nhng c quy m ln.

Song qung co li c nhng th mnh ring trong vic thc y ngi mua a
ra quyt nh mua mt mn hng. Nhng qung co c phn pht nhng cun sch nh
hay c ghi s in thoi ca doanh nghip l mt phng thc hng dn hu hiu i
vi ngi bn. N cn l cng c gip khch hng nhn bit sn phm ca doanh
nghip m khng ln ln vi cc sn phm khc.
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2.3.2. Ngun ngn sch

Rt nhiu cng ty kinh doanh hng tiu dung b kt lun l chi tiu vt mc
cho qung co, mt s khc li chi qu t cho cc hot ng tip th ni chung cng
nh PR ni ring v khng nh gi ng nng lc ca mnh.
C nhiu cch xc nh chi tiu cho truyn thng c ng nh da vo doanh
thu tnh t l phn trm cho qung co, tip th, da vo i th cnh tranh, i
tng khch hng,
i vi cc doanh nghip c ngn sch hn ch, PR v qung co ng mt vai
tr quan trng trong vic xy dng v qung b sn phm trn c s to dng nim
tin, s gn gi i vi khch hng. Vic xc nh ng n khon chi tiu gip doanh
nghip t hiu qu cao trong kinh doanh, tn dng hiu qu ngun vn to li nhun
ti a cho doanh nghip.
2.4. Cch tip cn tch hp trong truyn thng marketing
Mc ch l pht trin cc chng trnh marketing m phi hp v tch hp tt
c cc thnh t ca hn hp xc tin bn truyn ti mt thng ip nht qun. C
gng qun tr tt c cc ngun to nn s giao tip gia thng hiu hay doanh nghip
vi cc khch hng hin c v tim nng.
Cc khch hng tim nng s tri qua qu trnh:
Bit n sn phm
Hiu sn phm: tnh nng tc dng v nhng c im quan trng
B thuyt phc rng sn phm mang li gi tr cho h
Mua: c mt s lng khch hng tim nng ln s mua sn phm

[Ngun: http://myweb.pro.vn/]

CHNG 3: V SAO IMC L XU TH TRUYN THNG TRONG TH K

21
3.1. Truyn thng marketing tch hp: lun thuyt mi ca marketing
hin i
Marketing hin i i hi doanh nghip lun tm cch pht trin mt sn phm
tt hn, gi c hp dn hn, sn sng cung ng cho khch hng mc tiu. Bn cnh ,
doanh nghip cng phi truyn thng vi cc khch hng hin ti v khch hng tim
nng bng cch s dng kt hp nhiu phng tin truyn thng vi nhau (qung co,
quan h cng chng, marketing trc tip, khuyn mi) trong mt chin dch tch hp
cht ch.
Pht trin mt chng trnh truyn thng tch hp gip cho doanh nghip s
dng cc li th ca cng c truyn thng ny b tr cho im yu ca cng c
truyn thng khc. IMC tr thnh mt lun thuyt mi ca marketing hin i thay
th cho marketing truyn thng.
3.2. So snh marketing truyn thng v marketing tch hp
Truyn thng marketing truyn thng

Truyn thng marketing tng hp (IMC)

Tp trung to ra giao dch

To dng v nui dng cc mi quan h

Tp trung vo khch hng

Truyn thng ti cc bn lin quan

Cc thng ip v cng mt thng hiu l Cc thng ip v cng mt thng hiu c

c lp vi nhau.
tnh nht qun chin lc
S dng phng tin truyn thng i chng S dng truyn thng tng tc i thoi
c thoi
vi khch hng
Tp trung qung b sn phm

Tp trung marketing cho s mnh ca

doanh nghip
Lp k hoch theo kiu iu chnh k hoch Hoch nh chin lc da trn tnh ton k
ca nm trc
t u
Vic lp k hoch v gim st thuc v Vic lp k hoch v gim st l trch
phng ban chc nng
nhim lin phng ban
To ra chuyn gia truyn thng

To ra nng lc ct li

Ch trng marketing i chng v kim Ch trng xy dng v qun tr c s d

khch hng mi
liu gi khch hng
S dng mt s lng i din n nh v S dng mt i din v qun tr truyn
qun tr truyn thn
thng

KT LUN CHUNG
R rng vi nhng li th ca mnh, marketing tch hp tr thnh tt yu ca
nhiu doanh nghip. Trong th gii kinh doanh hin nay, cc cng c truyn thng
marketing ng vai tr ht sc quan trng i vi nhng ngi lm marketing.
Nhng nm trc y, chc nng c ng ti cc doanh nghip ch yu do
qung co trn cc phng tin truyn thng i chng m nhim. Tuy nhin ngy
cng nhiu cc cng ty nhn thc c tm quan trng ca s tch hp cc cng c
truyn thng marketing tch hp (IMC) khi phi hp nhiu thnh t ca marketing v
c ng li vi nhau thc hin chng trnh truyn thng hiu qu hn. V vy, hiu
r v vn dng linh hot cc cng c truyn thng tch hp l tin cho s pht trin
vng mnh v lu du ca cng ty trong th k mi.
TI LIU THAM KHO

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Thiu Kim Trng, 2012. Truyn thng marketing tng hp IMC.

<https://thieukimtrong.wordpress.com/category/imc-integrated-marketingcommunications>.
Nguyn Tin Dng, 2012. Chng 8: Truyn thng marketing tch hp: Qung co,
khuyn mi, PR v marketing trc tip. < http://tailieu.tv/tai-lieu/bai-giang-truyenthong-marketing-tich-hop-quang-cao-khuyen-mai-pr-va-marketing-truc-tiep-20834>.

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