1

B gio dc v o to

Cng trnh c hon thnh ti

i hc nng

i hc nng

Cao vit s

Ngi hng dn khoa hc : TS. Ngc M

Pht trin thng hiu

cng ty c phn tp on T&T

Phn bin 1 : TS. on Gia Dng

Phn bin 2 : PGS. TS. Nguyn Vn Ton

Chuyn ngnh

: Qun tr kinh doanh

M s

: 60.34.05
Lun vn c bo v ti Hi ng chm lun vn tt
nghip Thc s Kinh t, ngnh Qun tr Kinh doanh hp ti i
hc Nng vo ngy 07 thng 02 nm 2010

Tm tt lun vn thc s qun tr kinh doanh

C th tm hiu lun vn ti:

Nng - Nm 2009

Trung tm thng tin hc liu, i hc Nng

Th vin Trng i hc kinh t, i hc Nng

nghin cu l xe my do Cng ty CP Tp on T&T sn xut nhm

M U

gii hn ngnh, cn nng thn l khu vc gii hn vng nghin cu.

4. Phng php nghin cu

1. Tnh cp thit ca ti

Phng php nghin cu da trn d liu sn c, lp bng cu

Thng hiu mnh to nim tin, s trung thnh cho khch

hi, thu nhn thng tin, tin hnh thng k, so snh, phn tch. Ngoi

hng, hp lc ln vi th trng mi, thu ht khch hng tim nng.

ra, nghin cu thm mt s kinh nghim pht trin thng hiu ca

V pha ngi tiu dng, nhn thc v thng hiu ca h nng ln

cc Tp on trong v ngoi nc gii php hon thin hn.

v n l yu t quyt nh khi h la chn mua sm. Nhn thc r

5. Kt cu ca lun vn

tm quan trng ca thng hiu, thy c s vn ng ca n trong

Ngoi phn m u, kt lun v ph lc tham chiu, ni dung

th gii y nhng bin i, ng x linh hot pht trin thng

lun vn gm 3 chng:

hiu, nhng a s cc doanh nghip trong c Cng ty CP Tp

Chng 1 : Pht trin thng hiu Tp on

on T&T cng rt lng tng khi tm gii php pht trin thng

Chng 2 : Thc trng pht trin thng hiu ti Cng ty CP

hiu, l l do chn ti Pht trin thng hiu Cng ty C phn

Tp on T&T

Tp on T&T.

Chng 3 : Phng hng v gii php pht trin thng hiu

2. Mc ch nghin cu ca ti

Cng ty CP Tp on T&T

- H thng ha l lun v vic pht trin thng hiu ca

Sau y l tm tt ni dung cc chng ca lun vn.

doanh nghip, c bit p dng trong trng hp thng hiu ca

mt Tp on.
- xut gii php pht trin thng hiu Cng ty CP Tp
on T&T trn c s la chn ng cc yu t ct li cho s pht
trin thng hiu.
3. i tng v phm vi nghin cu ca ti
ti tp trung nghin cu v gii php pht trin thng hiu
Cng ty C phn Tp on T&T.
Phm vi nghin cu ca ti gii hn hai nhn t chnh
l gia tng s th hin gi tr ca sn phm vi khch hng v nng
cao trch nhim ca Tp on vi X hi, vi khch hng. Sn phm

CHNG 1

cng ty v n thng tham gia u t, kinh doanh vo nhiu ngnh

PHT TRIN THNG HIU TP ON

hng, vic chn nhng ngnh hng no khai thc ti a sc mnh

thng hiu sn c, hn ch u t dn tri, gia tng li nhun th

1.1. L lun chung v pht trin thng hiu Tp on

ph thuc vo: gi tr ct li thng hiu Tp on, h thng cp bc

Gi tr Tp on bao gm gi tr kinh t, gi tr khch hng v

thng hiu ca t chc (mng thng hiu), ngun lc, nh hng

gi tr X hi, v chnh cc gi tr c s ny lm nn sc mnh

chin lc... th hai, trong mi ngnh hng c th c nhiu tuyn sn

thng hiu Tp on. Tuy nhin, mun sc mnh bn vng th

phm v ngay trong mi tuyn li c nhng thng hiu mnh yu

thng hiu lun vn ng pht trin khng ngng, bi pht trin

khc nhau., do chn la chng u t hp l th khng n

thng hiu l lm cho thng hiu ngy cng uy tn v c nhiu

gin. Lun vn hng vo nghin cu vn th hai, v nu xt

khch hng bit n khi quyt nh la chn sn phm hoc i tc

kha cnh thng hiu s c hai bc thc hin:

kinh doanh. t c iu th Tp on phi: Gia tng gi tr

Bc 1: Nhn din kin trc thng hiu

dnh cho khch hng ng thi nng cao trch nhim ca Tp on

Kin trc thng hiu l cng c c s dng to ra tng

vi X hi v vi khch hng. Hai nhn t ny lm gia tng li

lc, s phn vai minh bch hay nhn din gia cc tn hiu c th s

nhun, t gip Tp on pht trin thng hiu ton din hn.

to sc nng cho thng hiu. C 6 loi mc nhn din tn hiu: .

1.1.1. Gia tng gi tr dnh cho khch hng

(1) nhn din tn hiu sn phm, (2) tn hiu loi hng, (3) tn hiu

gia tng gi tr dnh cho khch hng, doanh nghip c hai

phm vi sn phm hay dy sn phm, (4) tn hiu tng th, (5) tn

phng n: (1) tng gi tr m khch hng c th nhn c, (2) gim

tng chi ph m h b ra. Tuy nhin, lun vn ch tp trung nghin

hiu chia s, (6) tn hiu c xc nhn.

Sau khi nhn din tn hiu, phi o lng chng, v lun vn

cu v mt kha cnh ca gi tr dnh cho khch hng l vic gia

s dng m hnh o lng thng hiu ca MillWard Brown.

tng s th hin gi tr ca sn phm vi khch hng

- Khng c g nh bi c n

S gn b

Khch hng n vi sn phm v nhng gi tr hu hnh v v

- N c em li cho mnh iu g

hnh. Ngy nay gi tr vt cht ca cc sn phm trong tp hp cnh

tt hn nhng thng hiu khc?

tranh hu nh t khc bit, v vy vic gia tng gi tr v hnh hay c

- N c thc hin c khng?

S thc hin

th ni l gia tng gi tr thng hiu th ng lu . Vy, thc

- N c em li ci g cho mnh?

S ph hp

hin tt mc tiu ny cn thc hin hai nhim v: Th nht, chn lc

- Mnh c bit g v n khng?

S hin din

tuyn sn phm. Th hai, khai thc sc mnh thng hiu.

1.1.1.1. Chn lc tuyn sn phm
C 2 vn cn quan tm: th nht, Tp on l nhm cc

Li th

Hnh 1.1. M hnh ng lc hc ca Millward brown

M hnh nh gi thi , quan im, nim tin ca ngi tiu
dng vi thng hiu. So snh thng hiu ca nh Marketing vi

thng hiu ca i th cnh tranh so snh nhn thc ca ngi

ng lu nh: Chng trnh marketing tn sut FMP v chng

tiu dng vi tt c cc la chn thng hiu trong ngnh hng.

trnh marketing cu lc b.

Bc 2: Qun l, pht trin t hp u t

Trong trng hp lng trung thnh ca khch hng vi thng

Mt t hp u t c nhiu nhn din tn hiu v khi chng

hiu gim st th c nhng phng n nh: Tng s s dng, tm

c o lng, Ta c th ti u ha n bng 5 bin php: (1) Hp

cng dng mi, vo th trng mi, ti nh v, tng sn phm/dch

nht thng hiu, (2) bn thng hiu, (3) khai thc thng hiu, (4)

v, lm li thi sn phm hin c, m rng thng hiu...

loi b hon ton nhn hiu, (5) u t ngun lc cho nhng tn

hiu c gi li.

Tuy nhin s thu hiu t bn trong ni b cng ng mt vai

tr quan trng. Vic nhn thc ca ni b i vi sc mnh thng

1.1.1.2. Khai thc sc mnh ca thng hiu

hiu, bao gm: C th chng , gia tng gi tr kinh doanh, kt ni

Cc phn trn nghin cu v kin trc thng hiu, t hp u

r rng, t chc ha.

t tn hiu cng phn no cho thy c phn no cch thc lm cho

Nh vy, Tp on cn phn tch th mnh, im yu tm

sc mnh thng hiu Tp on gia tng. Trong phn ny tm hiu

cch tt nht gia tng sc mnh thng hiu, v vic vn dng

sc mnh no tim n trong thng hiu sn phm v thng hiu

c sng t hn lun vn gii thiu 8 cch vn dng tng mang

Tp on?. Xt kha cnh thng hiu sn phm th, gi tr tht s

tnh chin lc tng i ph bin da trn nn l thuyt nu trn:

ca mt thng hiu mnh l sc mnh nm bt th hiu v lng

Cch 1: M rng tuyn - s dng mt thng hiu thnh cng

trung thnh ca ngi tiu dng. Vy lm cch no lng trung

gii thiu thm cc mt hng trong mt chng loi sn phm c

thnh ca khch hng vi thng hiu lun bn vng?. Cu tr li l

sn di cng mt thng hiu.

lun phi o lng tm ra nhng im cn gia c, pht trin, c

Cch 2: M rng thng hiu bng cch s dng thng hiu

th s dng m hnh o lng ca Millward brown hoc 5 cch nh

thnh cng pht ng mt sn phm mi hay mt sn phm sa

sau: (1) o lng hnh vi mua sm, (2) cc chi ph chuyn i, (3) o

i trong mt chng loi mi.

lng s tha mn ca khch hng, (4) s a thch s dn n lng

trung thnh, (5) s cam kt.

Cch 3: ng thng hiu - tng cng sc mnh v m

rng tm vi ca danh mc u t tn hiu, m khng m rng sn

Sau khi o lng v xc nh li th cnh tranh s c mt s

phm v tung ra sn phm mi. L do chnh ca ng tn hiu l n

qui tc gn gi lng trung thnh nh: (1) i x tt vi khch hng,

n c vi nhiu ngi tiu dng hn v a thm li ch cho

(2) gn gi vi khch hng, (3) qun l s tha mn ca khch hng,

ngi tiu dng tng thm lng trung thnh vi tn hiu.

(4) dch v ph thm, (5) to ra ph chuyn i nhn hiu. Ngoi ra

Cch 4: M rng thng hiu, gia tng khc bit v gi tr

c mt s chng trnh marketing lm gia tng lng trung thnh rt

thng hiu sn phm bng cch s dng khung nh v - Mt tuyn

b v mc tiu ca khch hng l mc tiu c p ng bng vic

10

s dng thng hiukhung nh v ch o vic la chn nhm

Nh vy, cc Tp on nn lu tm hai vn . Th nht, o

khch hng mc tiu, nhn din nhng tnh hung trong thng

c gip hnh thnh, pht trin bn vng vn ha t chc v mi

Tp on nn c b quy tc o c thng nht, gm bn phn: (1)
s ng h v yu cu thc hin o c ca lnh o Tp on, (2)
cam kt v trch nhim ca Tp on vi nhn vin, (3) cc gi tr
o c v trch nhim m nhn vin phi thc hin i vi ng
nghip, lnh o, khch hng, chnh quyn v cng ng, (4) cc
phng thc thng tin, cch gii quyt cc vng mc lin quan n
o c. Nhng lu l b quy tc cn lun c hon thin bi
nhiu tnh hung mi lm nhn vin lng tng khng bit phi x l
th no cho ng v mt o c...do phi t chc chng trnh
hun luyn o c, lp ng dy nng gii quyt vn . Th hai,
Tp on khng ch tn trng php ch m cn gp phn vo vic
php in ha nhng quy tc kinh doanh thun li cho vic pht trin
mi trng sng ca X hi, cc hnh vi nn mang tnh t nguyn
1.1.3. Cng c Marketing h tr pht trin thng hiu
Lun vn chn PR v l do: PR cung cp thng tin, gio dc v
to s hiu bit thng qua kin thc, iu ny hiu rng n truyn
ti tch cc thng ip hai chiu ca thng hiu n i tng mc
tiu, t hnh thnh gi tr trong suy ngh ca khch hng. l
mc ch m thng hiu mun vn ti. Ngoi ra thng qua PR, cc
Tp on th hin nhng ng gp thit thc cho x hi, to quan h
tt vi cc nhm cng chng, t nng cao hnh nh thng hiu.
Trin khai PR hiu qu, cn lp k hoch gm 7 bc: (1) nh
gi tnh hnh, (2) xc nh mc tiu, (3) xc nh nhm cng chng,
(4) la chn phng tin truyn thng, (5) phng thc thc hin, (6)
hoch nh ngn sch, (7) nh gi kt qu.

hiu c th c s dng v xc nh i th cnh tranh lin quan

Cch 5: a thng hiu - gii thiu thng hiu b sung trong
cng mt chng loi, n mang li mt phng thc thit lp cc
tnh nng khc nhau v thu ht nhng ng c mua sm khc nhau.
Cch 6: Thng hiu mi. - mt cng ty tin rng sc mnh ca
thng hiu hin ti cn nht nht, hay cng ty c th to ra mt
thng hiu mi khi cng ty thm nhp vo mt chng loi sn phm
mi m khng mt thng hiu hin ti no ca cng ty ph hp c.
Cch 7: Kt hp thng hiu mnh - kt hp ny gip gia tng
u th thng hiu, gia tng gi tr Tp on v thit lp k hoch lu
di, to dng mt v th c o trn th trng v nh bng tn tui
cng ty v c bit l lm tng tim nng lnh o trong tp on.
Cch 8: Marketing ni b (tip th thng hiu n nhn vin)
- Hnh vi ca nhn vin l kha cnh nh hng quan trng nht ca
mt dch v trong vic xc nh s thch thng hiu ca khch hng.
Hnh vi tt s to nn dch v xut sc, mang li s hi lng cho
khch hng, gi c khch hng.
1.1.2. Nng cao trch nhim ca Tp on vi X hi v
khch hng
Trch nhim X hi ca doanh nghip l mt cam kt kinh
doanh nhm c x o c v ng gp cho s pht trin kinh t
cng vi vic nng cao cht lng cuc sng ca ngi lao ng v
gia nh ca h cng nh cht lng cuc sng ca cng ng v x
hi ni chung. Thc hin tt trch nhim , doanh nghip s nhn
c s ng h trung thnh v nhit tnh ca nhn vin, khch hng
v cc i tc, y l iu kin c bn nht ca mi thnh cng.

11

12

1.2. Kinh nghim pht trin thng hiu ca cc Tp on

CHNG 2

1.2.1 Kinh nghim ca cc Tp on nc ngoi

Kinh nghim 1: Tp on Raffles International thnh cng khi

THC TRNG PHT TRIN

THNG HIU TI CNG TY C PHN TP ON T&T

gn tn ca mnh i km tn khch sn nh mt s bo m cht

lng, phc v. Nh vy, cc tn hiu c tng gi tr t Tp on,

2.1. Thc trng kinh doanh ti Cng ty CP Tp on T&T

khch hng vn nhn thc c s khc bit gia cc khch sn.

2.1.1. S lc v lch s hnh thnh v pht trin

Kinh nghim 2: Hng Kraft sn xut bnh Pizza Digiorno nhn

T mt Cng ty TNHH nh kinh doanh hng ha in t, qua

ra tiu chun vng ca ngi tiu dng, v so snh mnh vi loi

15 nm phn u, n nay tr thnh Cng ty CP Tp on u t vo

Pizza c giao tn ni vi phng chm Khng phi l giao hng

rt nhiu lnh vc: Sn xut, lp rp ph tng xe hai bnh, in thoi

l Digiorno. Cch s dng nh v lm nng tm thng hiu sn

di ng, ng nha thay b tng, ti chnh v bt ng sn...

phm, to khc bit trong tp hp cnh tranh. ng ni l cch h

Bng 2.1. Doanh thu v li nhun sau thu ca

Cng ty CP Tp on T&T

tm tiu chun vng bng vic phn tch hnh vi ngi tiu dng.
1.2.2. Kinh nghim ca cc Tp on ti Vit Nam
Kinh nghim 1: Tp on VNPT m rng sang nhiu lnh

VT : T ng

Nm

2002

2003

2004

2005

2006

2007

2008

vc...gn tn Tp on bn cnh tn cc n v thnh vin v sn

Doanh thu

685

805

1.005 1.220

1.464

1.545

1.865

phm, nhng khng thnh cng. R rng tn VNPT khng th bao

Li nhun

3.005

4.94

5.75

8.38

10.47

33

trm mi th, m rng qu xa gi tr ct li lu nay hnh thnh

sau thu

6.98

trong tm tr khch hng lm n gim hiu nng, lm chuyn hng

K hoch nm 2009 s phn u t doanh thu 2.200 t

ngun lc tr tu khi d n c tim nng li nhun cao hn. VNPT

2.1.2. C cu t chc

cn lu l trong lnh vc s trng ca mnh vn c nhng con s

2.1.3. Tm hiu v mt s ngnh hng

thng k khng tt.

Nhm Cng ty lin doanh: Cng ty lin doanh T&T FUSIDA

Kinh nghim 2: Chin dch Ti yu Vit Nam ca Honda

v Cng ty lin doanh T&T - Bachg ang tm ngng sn xut.

thnh cng. ng lu l vic vn dng PR hng n cc vn

Nhm Cng ty do Cng ty CP Tp on T&T l ng sng lp:

X hi quan tm, nn c ngi dn rt ng h v c chnh ph

Nhm ny h tr tt cho pht trin thng hiu Cng ty CP Tp on

Vit Nam nh gi cao, chnh cc lung thng tin a chiu tch cc

T&T, nhng s c khai thc di dng phi hp vi cc n v

lm tng cng uy tn Cng ty trong mt ngi tiu dng.

thnh vin chia s thng tin, lin kt thng hiu...

Nhm c 6 n v thnh vin: Tp trung vo sn xut kinh
doanh xe my, mt ngnh hng cn nhiu tim nng tiu th, mang

13

14

li ngun thu rt ln cho T&T. ng ch l T&T ang mun ci

T nm 2008 n gia nm 2009 :

thin, nng cao sc mnh thng hiu xe my v xem n l nh l

Qui hoch knh phn phi: (1) knh cho nhm sn phm II

n by quan trng nng tm thng hiu Cng ty CP Tp on

(nhn hiu Yasuta, XS110), l do lp knh ny l T&T mong mun

T&T. V vy, lun vn quyt nh nghin cu su v xe my v

trin khai chng trnh nhng quyn thng mi. (2) knh phn

cng l sn phm chn lc trong phm vi ti.

phi truyn thng cho nhm sn phm I vn gi nguyn.

Thit ngh, cn tm hiu v hot ng kinh doanh xe my, bi

Giai on ny, sn lng xe my ca T&T gim st >35% (so

n l mt xch quan trng trong vic tm phng n pht trin thng

vi nm 2007), trong sn lng gim nhiu nht nhm sn phm

hiu. C th l: T&T u t 21.5 triu USD cho dy truyn sn xut

I (trn 37%), sn lng nhm II tng khng ng k.

xe my hin i, sn phm a dng, cht lng.

250000

T nm 2005 - 2007:
(1) Tnh hnh tiu th - ph th trng t >85%, chim

150000

36,5% tng sn lng xe my gi thp tiu th trong c nc. chim

100000

gn 11% tng sn lng xe my cc loi tiu th trong c nc.

Bng 2.3. Sn lng tiu th xe ti Cng ty CP Tp on T&T
VT: Xe
Ni dung

Nam

200000
San luong
nhom I
San luong
nhom II

50000
0
1

Tong san
lng

Hnh 2.6. Biu phn tch sn lng cc nhm sn phm

2005

2006

2007

Tng sn lng

153.195

173.078

220.718

Nguyn nhn gim st: Gi nng sn khng m bo, mt

Sn lng khu vc pha Nam

65.395

69.352

82.251

ma, bo t...khng hong kinh t, p lc cnh tranh t nhng hng

Sn lng ti Min Trung

42.500

45.403

63.105

tn tui ni ting c sn xut xe gi thp.

Sn lng khu vc pha Bc

45.300

58.323

75.362

(2) Sn phm v gi c - u hng vo phn khc gi thp

2.2. Thc trng thng hiu Cng ty CP Tp on T&T v

thng hiu sn phm xe my

di 7 triu ng/xe, gm hai nhm: Nhm I, xe my c 4 kiu dng

2.2.1. Thc trng thng hiu Cng ty CP Tp on T&T

vi trn 30 thng hiu. Nhm II ra i trong nm 2007(chim 20%/

Cng ty CP Tp on T&T c bit n nhiu thng qua vic

tng sn lng bn nm 2007) mang thng hiu Yasuta,

s hu cu lc b bng T&T. Chi trung bnh 8 t/nm cho qung

XS110gm hai kiu dng c o, cng ngh cao.

b thng hiu Cng ty CP Tp on T&T (khng tnh khon chi cho

(3) H thng phn phi: Th trng im l khu vc nng thn,

bng ) nh ti tr, t chc s kinNgoi ra, Ban lnh o lun

knh phn phi trung gian hai cp, cc i l c bn c quyn

ch trng n thng hiu c nhn v hnh nh ngi i din cho

nhn hiu theo khu vc v nng lc phn phi.

T&T cng lun c quan tm ng mc.

16

15
T&T cho rng qung b l quan trng, nhng uy tn, cht lng
mi bn vng, nn u t nhiu cho cng ngh cng qui trnh qun l

T&T l c ng sng lp trin khai hot ng thng hiu hin ti,

m rng lin doanh lin kt vi cc i tc, to li th cnh tranh.

hin i, bn cnh thit lp phng ban phc v cho cc hot ng

T&T tham gia kinh doanh vo nhiu lnh vc, y l ngun lc

thng hiu vi cc qui ch r rng. Lun tm kim cc nhn lc tt

rt tt cho thng hiu nu bit cch khai thc nh chia s thng tin,

vi chnh sch i ng cao.

phi hp trong cc hot ng lin quan n thng hiu.

Vi thng hiu dn khng nh, nhiu t chc mun lin kt

hp tcT&T cng ang xem xt, nh gi tng d n hp tc.
2.2.2. Thc trng thng hiu sn phm xe my
Thng hiu xe my khim tn v b ngi tiu dng xem l
nhm hng r tin, v nu c c hi th h chuyn i ngay sang

Thun li cn nhn mnh l nng lc ca T&T tt nh: vn,

dy truyn sn xut hin i cng i ng thit k c th a ra cc
mu xe c o cht lng cao, h thng phn phi dy v rng
2.3.2. Phn tch im yu ca thng hiu Cng ty CP Tp
on T&T

nhn hng c tn tui hn, thm ch h c th u tin chn xe c (7 -

Thc t thng hiu Cng ty CP Tp on T&T vn cha

> 8 triu ng/xe) nhng c thng hiu ni ting. Thng hiu xe

khng nh sc mnh ngay trn sn nh, v thiu chin lc, chng

my khim tn l mt nguyn nhn ln lm doanh s gim st.

trnh chun mc cho pht trin thng hiu, chng minh nh sau:

Hot ng thng hiu vn lp i lp li: Thit k sn phm th

Qu trnh tng tc h tr ca thng hiu Cng ty CP Tp on

thm dng xe mi, cc mu c s thm nhiu c tnh u vit gip

T&T cho thng hiu xe my khng thy thc hin, qu l mt thiu

ngi tiu dng thoi mi hn. nh v th hng vo cc phn khc

st rt ln. T&T u t nhiu vo cc lnh vc mi v dn xa ri

gi thp, khng nh xe my Cng ngh Nht Bn. Chi ph qung

ngnh hng ch lc xe my nn thng hiu xe my qu khim tn.

b xe my gn 5 t/nm (nm 2008) chia u cho tt c cc thng

Hot ng qung b, t chc s kin a dng nhng li dn tri

hiu xe, chng trnh qung b bao gm qu tng, bc thm, thay

khng c mc tiu, r rng. Cha phi hp c sc mnh ca cc

nht min ph, xe chy th, qung co trn truyn hnh a phng...

n v thnh vin, lin doanh hay cc Cng ty m T&T l c ng

2.3. Phn tch thc trng thng hiu Cng ty CP Tp

on T&T
2.3.1. Phn tch th mnh thng hiu Cng ty CP Tp on

sng lp t m rng tm vi thng hiu sn phm, gia tng li

ch cho khch hng.
H thng cp bc thng hiu cha hon chnh nn mc
nhn bit ca khch hng v thng hiu Tp on v cc dng sn

T&T
Thng hiu Cng ty CP Tp on T&T dn c bit n do

phm kh thp.

cc hot ng qung b a dng v cc hot ng lin quan n

Hot ng x hi: Tham gia dn tri cha th hin c ci

thng hiu c nhn. y l nhng kt qu tt bc u, bi n h

tm ca doanh nghip v bn thn T&T cha thy li ch thc s ca

tr cho cc n v thnh vin, n v lin doanh v cc n v c

vic lm ny rt tt cho pht trin thng hiu. Bn cnh cc qui

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tc o c trong kinh doanh p dng khng trit , cha thy c

dn n h qu: (1) T&T vn duy tr u t kinh ph qung b, nhn

cc qui tc ny lun cn c b sung hon thin.

lc cho hai nhm sn phm nh nhau nn hiu qu khng cao. (2)

Ngun nhn lc vn cha p ng c k vng ca lnh o,

cha a ra c chin lc pht trin thng hiu ph hp

knh phn phi cho sn phm nhm I lm tng tc ph hng, nhng

vic nhiu thng hiu/mt kiu dng lm ngi tiu dng bi ri, r

2.3.3. Phn tch th mnh ca thng hiu xe my

rng cc thng hiu ln sn ln nhau. Knh phn phi nhm II khc

Cng ngh v cht lng sn phm : Sn phm Yasuta, XS110

phc nhc im ny nhng cn xem xt vic duy tr i l cp I ?.

cht lng cao tng ng vi cc hng ni ting c sn xut xe gi

Khai thc sc mnh tn hiu: Ngi s dng tng i hi

thp, c bit T&T nghin cu v k kiu dng v tnh nng ph hp

lng so vi s tin b ra, nhng s hi lng khng c bi p bng

a hnh nng thn, min ni...nn to khc bit so vi hng khc.

chng trnh mang tnh chin lc chuyn ha thnh lng trung

Nhiu ngi sau khi s dng hi lng ng c v cho rng kiu

thnh. Nn h d dng mua sn phm gi thp khc nhng c thng

dng c o d lin tng n xe a hnh, y c th l nh v tt.

hiu hn. Cng t nhn din v qun l t hp tn hiu nn T&T

Gi c: Gi xut bn n tn tay ngi tiu dng nng thn rt

cha thy c ht s kt hp mnh thng hiu. C th l, thng

ph hp, nu so vi cc xe gi thp ca Honda, Yamha th ch bng

hiu xe my cha khai thc sc mnh thng hiu Cng ty CP Tp

mt na. Vi gi thp cng cht lng tt nn mt thi gian xe ca

on T&T sn c gia tng gi tr v tr thnh n by quan trng

T&T bn ra nhiu. Nhng gi thp, cht lng cao th phi i km

cho vic pht trin thng hiu Tp on.

vi thng hiu mnh, bi nhn thc ca ngi tiu dng ngy cng
nng cao v thng hiu nh l mt chng nhn bo m nim tin.

nh v thng hiu v qung co: T&T nhn mnh vi ngi

tiu dng rng sn phm xe my mang cng ngh Nht Bn, nhm

Dch v: Thc hin tng i tt, t chc i k thut phi

nh vo tm l chung hng ngoi ca ngi dn, nhng doanh s

hp vi i l n tn ni bo tr, thay nht min ph cho khch.

khng tng v ngi tiu dng h vn ng nht sn phm ca T&T

Nhng vn cha bng cc hng ni ting nh Honda, Yamhac

vi nhm hng r tin. Vn l : (1) T&T nh v thng hiu sn

bit khu u t c s vt cht cho i l bo hnh, bo tr, m iu

phm khng khc bit, khng thy rng cn tm s khc bit gi tr

ny i hi ngun kinh ph ln v thi gian. Thit ngh, nn tm gi

trong tp hp cnh tranh ging nhau, (2) la chn khng ng

n nh khu ny v c phng php nh gi s tha mn khch

phng tin qung b l qung co nn nhn thc ca ngi dn vi

hng kp thi hiu chnh, ci thin.

gi tr sn phm khng cao, dn n hao tn chi ph qung co.

2.3.4. Phn tch im yu ca thng hiu xe my

Nhn din thng hiu v t hp u t tn hiu: Vic phn
nhm sn phm xe my da trn s khc bit v yu t cng ngh,
nhng khng ch trng nhn din, o lng u t trng im,

2.3.5. C hi v thch thc trong vic pht trin thng hiu

Cng ty CP Tp on T&T
Tim nng tiu th xe my ti nng thn: Theo nh gi ca b
cng nghip th xe my s bo ha vo nm 2015.

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20

i l xe my: i l xe my phn ln c nhn thc hn

CHNG 3

chTuy nhin li rt giu c, tim lc ny cn c khai thc.

Tm l ngi tiu dng: Ngi dn nng thn bit v sn phm

PHNG HNG V GII PHP PHT TRIN

THNG HIU CNG TY C PHN TP ON T&T

mi qua qung co, nhng khi mua hng thng chu tc ng bi

thng tin truyn ming t nhng ngi xung quanh. Vy qung co
cha l cng c hu hiu. T&T cn phi tm phng cch khc.

3.1. Phng hng pht trin thng hiu Cng ty CP Tp

on T&T

i th cnh tranh: Cc hng xe my c thng hiu mnh

Lp gii php pht trin thng hiu Cng ty CP Tp on

a ra dng xe gi thp, km tr gp (ph v ro cn ph chuyn i)

T&T trn c s nng cao tim nng sn c: Ti chnh, cng ngh, th

nhm tip cn th trng im nng thn, iu ny nh hng n

trng, khc phc im yu tn dng c hi v c bit thng

cc nh sn xut xe my ni a gi thp. Nm 2008-2009, lng bn

hiu xe my ng vai tr nng nng ct, lm n by pht trin

xe my sn xut trong nc gim st. Nhng xe my hng hiu gi

thng hiu. ng thi tht s quan tm n cc vn lin quan

thp bn tt, i l bn xe ny li thp nhng vn phi bn v ngi

n trch nhim x hi v khch hng. T&T s tp trung ton lc cho

tiu dng yu cu. Yu t thng hiu tc ng tm l ngi dn v

gii php c chn.

l thch thc ln.

Trn c s thng hiu Cng ty CP Tp on T&T khng nh,

Head Honda, 3S ca Yamaha l chui ca hng y nhim, n mang

tin ti h tr pht trin thng hiu cho cc ngnh hng c T&T

li hiu qu kinh doanh. Nhng chng c qu nhiu trn mt khu vc

tham gia. c bit m rng sang mt ngnh ngh mi bo v hoc

nh nn xy ra cnh tranh khng lnh mnh gia cc i l, ngoi ra

ph tr thm cho ngnh ngh chnh xe my tng li nhun.

nhng p t chnh sch kinh doanh lm cho i l nn lng, cn

ngi tiu dng bc xc v dch v, gi c xe bt n.

3.2 Gii php v tin trnh thc hin pht trin thng hiu
Cng ty CP Tp on T&T

C hi khc gip T&T kinh doanh xe my thun li: Cng

Lun vn tin hnh nghin cu th trng, phn tch thng tin

ngh xe my trong nc vn cn hin trng gia cng, bt chc

t 150 nam gii ang s dng xe my, c tui di 35 ang sinh

kiu dng, y l c hi ca T&T v c sn phm vi kiu dng c

sng ti nng thn. Kt qu phn tch s gip ch cho gii php.

3.2.1. Gii php pht trin thng hiu Cng ty CP Tp on

o, cht lng tt. Trong giai on khng hong kinh t hin nay,
T&T c iu kin sng lc nh cung cp, nng cao cht lng sn

T&T

phm v chm sc sc khe doanh nghip. Vin nghin cu chin

Bc 1 : Nhn din kin trc tn hiu c xc nhn - thng

lc chnh sch cng nghip d bo n nm 2020, th trng Lo,

k cho thy 82% ngi c phng vn nhn bit c thng hiu

Campuchia, Chu Phil nhng th trng tim nng cho xe my.

T&T, do thng hiu Cng ty CP Tp on T&T c th bo m

bng uy tn rng sn phm xe my s tha mn nhu cu ca khch

22

21
hng, iu ny gip xe my c cng thm gi tr t cng ty m, to

Bc 4: Khung nh v - Sau khi xem xt mc trung thnh

ng lc thc y khch hng an tm hn khi thc hin quyt nh

ca khch hng vi sn phm xe my ca T&T, so snh cc li th

mua xe, y l cch h tr t tn km nht, bi c s chia s chi ph

cnh tranh vi i th, c th xc nh nh v thng hiu theo

marketing. Ngc li, nu thng hiu xe my khng nh gi tr

hng cng ngh l tt nht. T nh hng ny, tin hnh so snh

trong suy ngh ngi tiu dng th iu chng minh rng nhng g

xe my Yasuta, XS110 vi cc sn phm c gi thp ca Honda,

T&T bo chng l ng, v n tr thnh n by nng tm thng

Yamahathy rng, xe my Yasuta v XS110 c kiu dng pha trn

hiu Cng ty CP Tp on T&T. y qu l s kt hp thng hiu

phong cch mnh m, tinh t, th v ca cc xe th thao a hnh, iu

mnh. Vy vn cn li l chn ng thng hiu xe my gia

ny dn ti tng nh v Xe a hnh Mt phong cch mi.

tng gi tr.

Kim chng tng nh sau: tm ra s khc bit v vic tuyn b

Bc 2: Qun l v pht trin t hp u t tn hiu - Sn

ny gip khch hng nhn nhn theo mt cch mi v h s c

phm thuc nhm I, doanh s gim nhiu, khng th lm mi, khng

p ng khi s dng sn phm. Ngoi ra nh v cho php m rng

th loi b v cc i l cn bn. Vy ti u ha bng cch dng cc

thm ngnh hng tng thch nh t, hay cc hng ha th thao c

chng trnh Marketing v qung co, ct gim chi ph phn phi.

th khc. nh v ny so snh vi mt tiu chun vng Xe a hnh,

Ton b kinh ph tit gim c cng mt s qun l v nhn vin

n truyn ti thng ip v gi tr ct li mnh m - th thao - snh

kinh doanh gii s chuyn sang u t cho nhm II. Sn phm thuc

iu ca xe a hnh, lm tng nhn thc i vi thng hiu cao hn

nhm II, gm thng hiu Yasuta, XS110...thng k cho thy 60,7%

i th v nh v ph hp vi gi tr ct li thng hiu Tp on.

ngi c phng vn cho rng kiu dng rt ph hp, c o.

Bc 5: S dng PR - Xe a hnh tuy c nhiu ngi bit

26,7% nhn xt tt v m ca xe v trn 78% nh gi xe c

n nhng hiu r th kh khim tn (38,7% nam gii c phng

ng c mnh hn cc xe Alpha v wave. Vy nn u t ngun tin

vn c hiu bit s si v xe a hnh), do buc phi cung cp cho

v thi gian qun tr nhn hng vt tri hn hn ny.

h kin thc. Thng k cn cho thy 72,6% nam gii nng thn tip

Bc 3: Phi hp cc Cng ty v tinh- M rng tm vi cho

nhn thng tin xe mu mi t qung co tivi, nhng khi quyt nh

thng hiu xe my Yasuta v XS110 bng cch cung cp thm li

mua th c 80,7% s ngi li chu nh hng ch yu t ngi xung

ch cho ngi tiu dng, tng cng gii thiu qung b thng hiu.

quanh. T y lun vn chn PR lm cng c h tr pht trin

Trong trng hp ny, thc t nht l s kt hp gia cc n v c

thng hiu. Mt khc mun thng qua chng trnh PR, Cng ty CP

mt trong c cu t chc ca T&T, vic kt hp ny cng rt tt cho

Tp on T&T s th hin ng gp ca mnh cho X hi v nhng

thng hiu Cng ty CP Tp on T&T. C th hn na l s kt

ng gp ny phi tht s c ci Tm.

hp gia thng hiu xe my Yasuta, XS110 v ngn hng SHB.,

trin khai nh th no s c trnh by phn trin khai gii php.

3.2.2. Tin trnh thc hin gii php pht trin thng hiu
Cng ty CP Tp on T&T

23

24

Bc 1: Xe Yasuta, XS110 s dng thng hiu Cng ty CP

Bc 4: Trin khai PR - Chng trnh PR mang tn Chng ta

Tp on T&T gn ln sn phm. Hot ng thng hiu chung ca

l th gii mong mun truyn 2 thng ip. An ton, ph cp k

T&T nh ti tr s kin...nn to iu kin cho thng hiu xe my

thut c bn v an ton khi s dng xe, chm sc xe my trong qu

xut hin thng xuyn, nhm cung cp thng tin, to lin kt trong

trnh s dng v cch chn xe ph hp a hnh. Hot ng X hi,

suy ngh khch hng v thng hiu Cng ty CP Tp on T&T v

lp qu hc bng cho hc sinh gii vt kh ti cc Huyn (y Ban

xe my.

Huyn trc tip qun l qu) do Cng ty CP Tp on T&T ti tr.

Bc 2: Trn c s nh v, thit k cho sn phm c mt s

Qu c T&T gia tng nh k mi nm ty theo thc t.

thay i nh nh tem, ng h, ng p, phuc du...Sau khi iu

Trong thi gian chng trnh, mi xe Yasuta, XS110 tiu th lun

chnh, s ghi nhn nh gi ca cc i l. Ti c cu knh phn phi

km tng hai m bo him cht lng tt (mt cho ngi ln v mt

bng cch ct knh cp I qun l i l tt hn. Giai on a sn

cho tr em) ng h pht ng phong tro i m bo him.

phm vo th trng s c chng trnh chy th xe, khch th xe

Lu : Qu nhiu Huyn, Tnh, nn PR s chn mt s Tnh trin

tng tri nghim v xe a hnh, bn cnh nhn vin (c T&T

khai, sau rt kinh nghim cho ln tip theo. Cc Tnh u tin

o to) ca i l s hng dn, nh gi hi lng bng bng test.

c chn l: Pha Bc: Ngh An, H Tnh. Min Trung: Daklak,

Khch hng mua xe Yasuta, XS110 s nhn chng nhn bo m

Gia La,. Min Nam: ng Thp, An Giang

trch nhim ca T&T v cht lng, qui trnh dch v v c th lin

Cc bc trin khai PR Chng ta l th gii:

h trc tip v T&T thng qua ng dy nng. Cc trm bo tr

- Nhn nh tnh hnh: 84,6% nam gii quan tm chng trnh

phn ng nhanh cng c thit lp. Ring cc khch tng mua

k thut xe, chn xe, 100% ng h ni dung PR v sn lng tham gia.

xe do T&T sn xut s c gim gi khi mua xe Yasuta v XS110

Chng trnh c chiu su (lp qu hc bng n tng Huyn) khc

v c tham gia chng trnh Gia nh T&T. Nhn vin ca T&T

bit vi cc chng trnh trc y. T&T gi chng trnh hp tc

v i l cam kt thc hin ti a ha tha mn nhu cu khch hng.

n y ban Tnh, Thnh on, i truyn hnh a phng v bc

Bc 3: Phi hp ngn hng SHB, cng ty thu mua nng sn,

u c mt s kin ng gp tch cc. Chnh ph quan tm n

cc i l v Cng ty CP Tp on T&T trong chng trnh gii

vic i m bo him cho tr em, i m bo him cht lng khi

thiu sn phm xe my Yasuta, XS110, i xe ly nng sn v tr

tham gia giao thng, nn ni dung khuyn mi ph hp.

gp khi mua xe. C th: Ngi dn nng thn n cc Cng ty thu

- Nhm cng chng v phng tin truyn thng: Ku gi s

mua nng sn ng k i nng sn ly xe my Yasuta, XS110,

tham gia ca Thnh on a phng v thanh nin cc la tui. y

nu mua tr gp th n i l. Xe xut ra t i l thun tin bo

l i tng quan trng nht m T&T mun truyn ti cung cp

hnh, gi xut chun do T&T qui nh (7,5 triu /xe). Ngn hng

thng tin v mu xe c o Yasuta, XS110. Ku gi s tham gia t

SHB thc hin mt s vn lin quan n thanh ton...

cc i l kinh doanh xe my, doanh nghip a phng nng tm

25

26

qui m chng trnh. n v truyn thng l i pht thanh Trung

KT LUN V KIN NGH

ng v truyn hnh a phng.

- Ngn sch, chi tit thc hin: Tng chi ph PR p dng trn 6

Th nht: Kt lun

Tnh l 14,594 t. Chng trnh bt u t 03/10 2010 -> 15/10/2010.

Thng hiu l ti sn ca doanh nghip, phi lm cho n ln

- nh gi kt qu: Xc nh phn trm gia tng nhn thc i

mi khng ngng. T&T mun lm c iu ny th phi nhn thc

vi thng hiu Yasuta, XS 110, cng nh thng hiu Cng ty CP

rng pht trin phi nm trn mt nn tng thng hiu vng chc c

Tp on bng kho st thm d Phiu thm d th trng kt hp

mc tiu r rng, c bit phi lun xem lng trung thnh ca khch

s dng m hnh o lng ca MillWard Brown. Xc nh s ln

hng l trng tm ca chin lc thng hiu.

chiu hnh nh v cng ty trn bo, i truyn hnh hay i pht

C nhiu cch pht trin thng hiu v tin trnh gii php

thanh sau vic ti tr mt s kin v phn hi ca gii truyn thng,

trong lun vn cho thy vic vn dng hp l sc mnh hin hu s

i l. D bo sn lng bn ti 75 i l tham gia trong thi gian

thay i c cc din ln. Nhng quan trng l vic h thng ha

chng trnh l 5000 xe, chi ph PR trong ca T&T v khi so snh

c c s l lun pht trin thng hiu s gip cc doanh nghip

vi chi ph qung b nm 2008 th n bng nhng hiu qu cao hn.

ni chung bit cch chn gii php p dng theo hon cnh thc t.

3.2.3. Gii php h tr nhm m bo thnh cng cho gii

php chn
Qun l vn , qun l ri ro v qun l khng hong
3.3 D kin cc gii php tip theo tip tc pht trin
thng hiu

Th hai: Kin ngh vi Cng ty CP Tp on T&T v cc n

v thnh vin
T&T nn c l trnh chin lc thng hiu. Ngc li, cc
n v thnh vin nn vn ng t thn pht trin theo nh hng
ca Tp on. Cn nghin cu th trng trc khi ra mu xe mi,

3.3.1. Nhng quyn thng mi

trnh tnh trng thit k do ch ca mt s c nhn. Nn ch trng

Nhng quyn thng mi tn dng ngun lc t cc i l,

lin kt vi cc hng xe my trn th gii a dng ha sn phm.

gip pht trin nng lc T&T khng gii hn, pht trin v nng cao

Th ba: Kin ngh vi Chnh ph

hiu qu bn hng t knh phn phi c chiu su, chuyn nghip.

Nn chn chnh vic p dng thu trc b xe khng ng b

3.3.2. M rng khung nh v

ti cc a phng lm kh khn cho i l v doanh nghip.

Trn c s khung nh v Xe my a hnh c th m rng

Kiu dng xe my mi l rt kh vi cc doanh nghip trong

sang ngnh sn xut t, sn xut dng c th thao. Tuy nhin xem

nc v chi ph ln., nu Chnh ph kt hp hip hi xe my c

xt kin trc thng hiu c ph hp gi tr ct li ca thng hiu?.

chnh sch u t thu dn ph th thit ngh rt thit thc. V t

3.3.3. Hon thin b qui tc o c kinh doanh

Chnh ph nhn rng m hnh hot ng ny cho nhiu ngnh hng

y l iu tt yu cn phi lm trong hin ti v tng lai.

khc na.