Bo co kt qu Kho st nhu cu s dng c ph sch ca gii tr thnh ph HCM

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4/22/12

1. Vn nghin cu

Loi hnh gii tr qun c ph bt u xut hin khi nim mi: C ph sch! Nhng nm gn y, c mt s m hnh c ph sch xut hin TP HCM nh Ciao Books, PNC Books, HUB Caf, SnowBell . Ni y cc bn tr tm c mt thin ng gia chn th thnh ng c c c nhng ta sch ni ting m cn 4/22/12

2. Mc tiu nghin cu

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3. Ni dung nghin cu:

Xc nh cc yu t c nhn ca khch hng, gm: tui, trnh , ngh nghip, gii tnh, chi tiu. Thi quen, v s quan tm n vic s dng c ph sch. Nhu cu s dng c ph L do s dng. Tn sut s dng.

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4. Phng php nghin cu

i tng thu thp thng tin: Ngi dn thnh ph H Ch Minh c tui t 18- 30tui c nhu cu i c ph qun, c thi quen c sch v tng s dng dch v c ph sch. Phng php chn mu: Chn mu thun tin. Kch thc mu: 60.
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Phng php thu thp thng tin: Phng vn, bn cu hi 20 cu

Phng vn trc tip: 15 bn. Phng vn qua Internet: 25 bn

San bn cu hi a cho ngi tr li t tr li: 20 bn.

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5. Cc kt qu nghin cu:

5.1 Thc trng v nhu cu s dng c ph sch 5.2 Gii thch l do ti sao tn ti nhu cu caf sch, nhng s ngi thng xuyn s dng dch v ny vn cn thp: 5.3 Tiu ch quan trng khi xy dng m hnh caf sch:

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5.1 Thc trng v nhu cu s dng c ph sch

thc t c nhu cu m hnh caf sch, th nhng m hnh ny vn cha ph bin vi gii tr

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S ngi n caf sch trong tng s vn cha cao:

Do 2 m hnh caf kia pht trin kh mnh trong thi gian di, caf sch l 1 loi hnh mi, s ngi bit n v s dng dch v ny vn cha cao. 4/22/12 V vy, ta cn y mnh m hnh ny v n c trin vng trong

Top 5 hot ng m nhm mu kho st tham gia nhiu nht khi n cc loi hnh caf:

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Ta nhn thy rng, cc loi hnh caf nh my lnh, sn vn ch c th p ng tt c 3 trong s 5 hot ng ny.( tr chuyn, tho lun nhm, th gin) Trong khi , m hnh caf sch khng ch p ng 3 nhu cu u tin, m cn p ng nhm 2 nhu cu cn li 1 cch hiu qu. V th, xu hng trong tng lai, m

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Nhu cu c sch ca gii tr

T kt qu ny, cng cho thy gii tr c nhu cu c sch tng i cao v vic pht trin loi hnh caf sch 4/22/12 l 1 hng i c trin vng.

5.2 Gii thch l do tn ti nhu cu caf sch, nhng s ngi thng xuyn s dng dch v ny vn cn thp:

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Ta thy, ch yu nhng i tng c hi u tr li rng do h cha c dp: 67% v y l mt m hnh dch v mi nn cha ph bin vi ngi tiu dng, thm ch mt phn ln nhng ngi ny cn cha bit n hoc bit mt cch rt m h. Cho nn, h ko nhn ra c loi hnh c ph ny c th tha mn c g hn so vi nhng loi hnh caf ph bin khc hin nay, do h c th nh gi sai v gi tr ca loi 4/22/12 hnh dch v ny cng nh c th pht l i hoc ko bit rng h c nhu cu v dch v ny .

5.3Tiu ch nn ch trng khi xy dng m hnh caf sch:

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Trong tt c cc tiu ch a ra, khch hng u c mc quan tm kh cao. Trong : Tiu ch m khch hng ch trng nht l khng gian qun thong ng, yn tnh Tip theo l v cht lng ni dung ca sch. 2 yu t gn nh ng vai tr nh 4/22/12 nhau l cht lng my lanh, wifi

5.3 Tiu ch quan trng khi xy dng m hnh caf sch:

5.3 Tiu ch quan trng khi xy dng m hnh caf sch:

Mc hi lng ca khch hng cc tiu ch u nh hn 4 ( mc hi lng). Chng t cc qun caf hin ti cha tha mn ti a nhu cu ca khch hng. Trong : Tiu ch mc a dng ca sch nm mc hi lng thp nht. V vy, nn c bit ch trng vo nng cao cht lng ni dng v th loi sch, to s khc bit r rt gia caf sch vi cc loi hnh caf khc. 4/22/12 cc tiu ch khc, cng cn ng b ci thin cht lng nhm ti a ha

cc qun caf sch in hnh trn a bn thnh ph

Thuong den quan nao nhat

12 10 8 6 4 2

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Khch hng thng n Qun Hub caf - 18A Cng Ha, Q. Tn Bnh nht: 31.11% Nguyn nhn khin Hub c gii tr a chung: Ta lc ti mt v tr c tm nhn kh p u sch phong ph (hn 10.000 u sch cc loi t Trit hc, Vn hc, 4/22/12 Kinh t, X hi, sch nghin cu)

1.nh gi tiu ch u tin ca gii tr khi la chn sch c

sch ph hp th hiu gii tr:

Tiu ch c nh gi quan trng nht l ph hp vi nhu cu v s thch ca ngi c. ph hp vi nhu cu v s thch ca ngi c L yu t hng u m khch hng quan tm khi chn sch, v vy cn a dng ha th loi sch p ng s thch ca khch hng, bn cnh thng xuyn cp nht v nm bt xu hng cu khch hng. 4/22/12

Loi sch m khch hng quan tm v hay c

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Khng c s khc bit qu ln gia cc th loi m khch hng la chn. Trong : Vn hc ( tiu thuyt, truyn ngn..): 70% Sch dy k nng mm, t duy: 60% Sch hc lm ngi: 55% Nn ch trng cp nht sch 3 th 4/22/12 i ny, v chng c khch hng lo