Professional Documents
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B GIO DC V O TO
TRNG I HC NGN HNG TP.H CH MINH
KHOA: CNG NGH THNG TIN
BO CO THC TP TT NGHIP
Lp
: H26TMDT
MSSV
: 030226100024
LI CM N
lm nn bi bo co ny, ti xin chn thnh cm n n ton th qu thy c
trong Khoa H Thng Thng Tin Qun l gip ti c c kin thc nn tng trong
lnh vc Marketing in t, gip ti thc hin cng vic v tip thu cc kin thc mi
trong cng vic d dng hn. Ti xin gi li cm n su sc n c Tn N Khoa
Nguyn, ngi ch bo tn tnh v truyn t ht mnh nhng kin thc ca mnh
gip ti trong vic hon thnh bo co.
ng thi, ti cng chn thnh gi li cm n n ban lnh o v cc phng
ban, c bit l phng Marketing nhit tnh ch dy v to mi iu kin cho ti tm
hiu v hot ng Marketing in t ti cng ty Hotdeal. c bit, ti xin chn thnh
cm n ch Kim Hin v ch Thy Linh ngi trc tip hng dn ti mt cch c
th cc quy trnh, anh Bnh cng nh cc anh ch khc trong phng Marketing gip
ti gii p cc thc mc trong qung thi gian ti thc tp ti cng ty.
Do kin thc cn hn hp, kin thc thc t t nn bo co cn c thiu st, ti
rt mong c s gp ca c ch, anh ch hng dn cng ty v c gio bo co
c hon thin hn.
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NGI NHN XT
NHN XT CA C S THC TP
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NGI NHN XT
Mc Lc
CHNG 1. TNG QUAN V CNG TY TM DV MEKONG COM V CNG
TY TNHH HOTDEAL ........................................................................................................ 1
1.1. Tng quan v Cng ty TM DV MekongCom ................................................ 1
1.1.1.
1.1.2.
1.1.3.
Tm nhn v s mnh............................................................................... 3
S lc v Hotdeal ................................................................................. 4
1.2.2.
C cu b my t chc .......................................................................... 4
1.2.3.
2.1.2.
2.1.3.
Li ch ca Marketing in t ............................................................ 16
2.2. Phn tch quy trnh Marketing in t cng ty Hotdeal theo m hnh
lung cng vic (Workflow) .................................................................................... 17
2.2.1.
2.2.2.
2.2.3.
2.2.4.
2.2.5.
im mnh............................................................................................ 26
3.1.2.
im yu ............................................................................................... 26
3.1.3.
C hi .................................................................................................... 27
3.1.4.
3.2.2.
3.2.3.
3.2.4.
3.2.5.
DANH MC S
S 1.1: B my t chc cng ty Hotdeal tr s chnh (Head office) Tp. HCM ....... 6
S 2.1: Quy trnh Marketing in t tng qut cng ty TNHH Hotdeal ............... 18
DANH MC TH
Biu 1.1: C cu nhn s ti tr s chnh Tp.HCM .................................................... 7
Biu 1.3: Th phn theo n hng ca 4 website dn u th trng mua theo nhm 9
Biu 1.4: Tng Kt S Liu Kinh Doanh .................................................................. 11
DANH MC T VIT TT
TNHH
: Trch nhim hu hn
GDN
TM DV
: Thng mi Dch v
TMT
: Thng mi in t
B2C
TP HCM
: Thnh ph H Ch Minh
IT
HDTV
: Hi ng thnh vin
TG
: Tng gim c
TP
: Trng phng
HCNS
TCKT
: Ti chnh k ton
PR
CRM
ERP
PPC
: Pay per click (Hnh thc thanh ton tin trn mi nhp chut)
CPC
: Cost per click (Hnh thc thanh ton tin trn mi nhp chut)
CPM
: Cost per thousand (Hnh thc thanh ton tin trn mi 1000 ln
hin th)
SEO
CHNG 1.
1.1.
- Tn vit tt:
MEKONGCOM CORP.
- Tr s t ti:
- in thoi:
(08).39492343
- Websibe:
- Email:
Sale@vinabook.com
- Vn iu l:
5.000.000.000 VN
Trang 1
Trang 2
Khng ngng duy tr, pht trin, m rng th trng sch online v tham gia gp
phn pht trin thng mi in t ti Vit Nam.
Trang 3
1.2.1. S lc v Hotdeal
Cng vi s bng n ca hnh thc thng mi in t mua hng theo nhm,
thng 11 nm 2010, Mekongcom ra mt trang web www.hotdeal.vn mt trang web
thng mi in t, chuyn cung cp sn phm, dch v khuyn mi, gim gi theo
hnh thc groupon, kt hp bn hng v qung b. n ngy 29/06/2011 chnh thc
ng k thnh lp Cng ty TNHH Hotdeal l cng ty con ca Mekongcom. y
c coi l mt bc tin mi trong lnh vc thng mi in t ca Mekongcom
trong vic a dng ha v y mnh hn na cc loi hnh thng mi in t
Vit Nam.
Cng ty TNHH Hotdeal gm hai chi nhnh chnh ti TP. HCM v H Ni:
- Tr s chnh ti Tp.HCM: Tng 2, L Gia Plaza, 70 L Gia, P. 15, Q. 11, TP
HCM v Kho hng t ti 294 Ha Bnh, Qun Tn Ph, TP. HCM.
- Chi nhnh ti H Ni: Vn phng v kho hng t ti Ta nh Austnam, Ng
109 Trng Chinh, Q. ng a, H Ni.
Cng ty ra i vi s mnh l Gip ngi tiu dng c th tip cn n mi dch
v v sn phm cht lng vi gi tt nht bng phng thc hin i, an ton,
nhanh gn, tin li v tit kim vo bt k thi im no v ang bt k u.
1.2.2. C cu b my t chc
1.2.2.1.
-
C cu iu hnh
ng u l Ch tch hi ng thnh vin kim Tng gim c: l ngi
Trang 4
danh cng ty gii quyt cc vn lin quan n mc ch, quyn li ca cng ty,
tr cc vn lin quan n thm quyn ca c ng.
-
Trang 5
S lc v cc b phn chuyn mn
Nhn s chnh ca Hotdeal bao gm hai b phn l b phn vn phng v b phn giao
hng:
-
i vi chi nhnh H Ni: B phn vn phng gm 138 nhn vin, b phn kho
gm 42 nhn vin.
Trang 6
200
Axis Title
150
100
50
0
Hotdeal HCM
Series1
B phn
vn phng
200
B phn giao
hng
110
Ban gim c: Hoch nh cc chin lc, phng hng, lu di cho cng ty.
Trin khai thc hin cc k hoch ngn v di hn nhm t c cc mc tiu ca
cng ty.
Phng Marketing: Tm tim nhng khch hng mi thng qua cc chin dch, cc
chng trnh qung co qua Internet, PR, khuyn mi...v.v. Tng s lng v cht
lng n hng tng doanh thu. Xy dng thng hiu Hotdeal. Hnh nh
hotdeal, xy dng nhn thc v Hotdeal...v.v.
Phng K Thut: Cung cp cc gii php v cng ngh thng tin, pht trin h
thng nhm p ng cc yu cu v qun l v pht trin sn phm. m bo bo
mt v duy tr s hot ng 24/24 website ca cng ty. Lp trnh v sa li ca h
thng, h tr cc b phn khc v k thut.
Trang 7
Phng Hnh chnh Nhn s: Tham mu cho ban lnh o v vic ban hnh Xy
dng v thc hin cc chnh sch nhn s; cng vi cc phng ban khc to dng
mi trng lm vic tt v ph hp vi c im ca cng ty; thc hin cc cng
tc Tuyn dng, o to, k Hp ng lao ng, gii quyt cc ch , chanh chp,
t chc cc s kin chung ca cng ty.
Phng Kho vn Logistic: Thc hin vic nhp, xut kho theo cc yu cu nhp
xut, sp sp sch v cc hng ha khc trn kho ng theo quy nh v giao hng
n cc khch hng ca cng ty.
Phng kinh doanh: Tm kim i tc, nh cung cp, tha thun gi c, tin
hnh thng lng v cc iu khon ca hp ng hp tc mang li sn
phm c gi r nht v sn phm dch v tt nht n khch hng. Cc tha
thun nh vy c gi l deal.
Trang 8
nhommua
12%
muachung
18%
Hotdeal
50%
cungmua
20%
Trang 9
t S iu
inh Doanh
Nm 2012
Nm 2013
10,566,628,903
12,878,850,294
Chi Ph
9,954,847,828
12,024,189,097
611,781,075
854,661,197
Li Nhun Sau
Thu
Trang 10
t S iu
inh Doanh
14,000,000,000
12,000,000,000
10,000,000,000
8,000,000,000
2012
6,000,000,000
2013
4,000,000,000
2,000,000,000
0
Doanh Thu
Thun
1.3.
Chi Phi
Li Nhun Sau
Thu
Trang 11
C
tin
thn
l
website
Vinabook.vn nh c c mt
lng khch hng ban u ng
o
im yu (Weaknesses)
-
Ngun vn ca cng ty cn hn
ch, cha thu ht c nhiu vn
u t, nh hng n vic m
rng v pht trin quy m kinh
doanh.
Trang 12
Trang 13
2.1.
C s l thuyt v Marketing in t
Trang 14
Trang 15
Rt ngn thi gian cng b sn phm, thng tin khuyn mi n khch hng
Trang 16
Trang 17
Phng thm nh
Gim c iu hnh
Thm nh
cht lng
sn phm
dch v
Tip nhn
kt qu
thm nh
Phng Marketing
Bt u
Tha thun vi
i tc v sn
phm dch v
a ln deal
Deal kh
thi khng
Khng
duyt
v nu
l do
a deal ln
trang web
ca cng ty
Kim sot s
lng khch
hng mua
deal v chn
deal thc
hin
marketing
Kt thc
Duyt
k hp
ng
Tip nhn deal
cn Marketing
ca b phn kinh
doanh
Phn chia chin
dch qung
b trn cc cng
c FB Ads, E-mail
marketing,
Display ads hay
SEM
Ln chin dch
marketing trn
cc cng c phn
theo tui, s
thch trn cc
cng c ny
Trang 18
Ch Mng tm kim
Ch Mng hin th
Trang 19
(Ngun: Kch thc logo, banner chun quc t cho website, caia.vn)
Cui cng l bc nhm khch hng mc tiu, Hotdeal s phn chia cc chin
dch theo deal v c theo khch hng v vy mi chin dch s c khch hng mc tiu
khc nhau, vic ny nhm gip cng ty c th d dng theo di s ln nhp chut,
lng doanh thu trn mi i tng khch hng khc nhau. Thng th cng ty s phn
chia chin dch da trn tui, sau phn thit lp khch hng mc tiu trong
cng c, Hotdeal s tip tc nhm vo khch hng da trn s thch, gii tnh v v tr
a l ca h. Nhn vin GDN cng phi thit lp ngn sch cho mi chin dch sao
GVHD: Th.S Tn N Khoa Nguyn
Trang 20
Vic thc hin qung co trn Facebook cng tng t nh qung co hin th
trn GDN l phn chia thnh cc chin dch da trn tui v c tnh i tng khc
nhau. im khc bit l ta c th chn qung co hin th trn tng ngi xem
(New feed ads) hay ct bn phi (right collum ads). Tip theo l bc la chn hnh
nh, tiu (title) v m t (description) cho qung co. di ca cc tiu v m
t ny rt hn ch, i vi tiu ch gm 25 k t v i vi m t ch c 90 k t v
vy vic la chn tiu v m t rt quan trng. thu ht ngi ngi xem trong
khi di thng ip c gii hn th phi la chn tht k, cu ch phi hp dn. Mun
hng chnh xc n i tng cn marketing, ta cng thit lp cc c tnh nh tui
tc, gii tnh, khu vc s thch, ngn sch cho qung cov.v.
Trang 21
Trang 22
SEO Onpage lin quan n cu trc html v ni dung ca chnh trang web v vy
ta phi thit k trang web v ni dung sao cho ph hp vi nhng ch tiu Google
ra xp hng trang web trn Google. Thng th phn ni dung ca deal s
c son trc bi b phn Content (ni dung) sau b phn lm SEO onpage s
ch vit li gip cc b phn ca trang web nh tiu , cu trc html v ni
dung ph hp hn vi th thut SEO. Sau y l cc cu trc html cn chnh sa
gip website c th hng cao trn Google Search:
Trang 23
Trang 24
Trang 25
3.1.1. im mnh
Nhn chung, hot ng Marketing Hotdeal c hiu qu kh tt v c u
t tng i k lng c v mt cng ngh, nhn s ln ti chnh. ng thi nh vo
lng khch hng trc kia ca Vinabook, Hotdeal c c danh sch thng tin, a
ch email ca cc khch hng, vinabook cng ng vai tr nh mt i l gii thiu
khch hng mi n vi Hotdeal.
C th ni i tng Hotdeal nhm n l nhng khch hng c th tip cn
Internet nn quy trnh Marketing c thc hin qua Internet v bng cc cng c,
phn mm qun tr mt cch t ng. Cc knh Marketing cng rt a dng ph sng
c kh nhiu i tng khch hng. i vi ring trang fanpage ca hotdeal c
ti 186.653 ngi thch, cn lng ngi xem (lt view) xp th 138/500 website
c lt xem nhiu nht ti Vit Nam (Alexa.com, tnh n thng 12/2013), iu ny
cho thy hiu qu m hot ng Marketing mang li gip mang hnh nh Hotdeal n
vi ngi tiu dng mt cch rng ln nh th no. Cng nh vo m t mt cng
ty thuc lnh vc mua theo nhm ra i kh mun, Hotdeal vn ln dn v tr u
tin trong lnh vc ny v chim c lng tin ca ngi tiu dng.
Mt kha cnh khng th thiu trong hot ng Marketing in t, bn cnh yu
t cng ngh l yu t con ngi. Nh vo i ng nhn s tr v rt nng ng,
Hotdeal tip thu nhng cng ngh mi kh tt. Ngoi ra, vic s hu i ng nhn s
tr cng gip Hotdeal tip cn c nhm khch hng mc tiu tui t 22 28, l
nhm khch hng mc tiu chnh v c kh nng s dng Internet v hiu bit v cng
ngh.
3.1.2. im yu
GVHD: Th.S Tn N Khoa Nguyn
Trang 26
thc hin SEO Hotdeal s dng cng c spam t ng, tuy gip tit kim thi
gian, nhng khng phi l mt bin php bn vng.
3.1.3. C hi
Sau s c nhommua.com mt i th nng k ca Hotdeal gp vn v ti
chnh, Hotdeal nhn ly c hi ny v vn ln v tr s mt th trng mua theo
nhm (group buying). Hin ti th trng ny l mt th trng y tim nng v c
hi. Nhng c hi th trng l:
-
Tng doanh thu th trng mua theo nhm trc tuyn ti Vit Nam khong 33 triu
USD (kt qu nghin cu ca Cty Stoxplus thng 7/2013), y l mt th trng
kh bo b v hin vn ang ch c tip tc khai thc v vy nu bit cch
tn dng li th Marketing Online th vic chim lnh th trng s em li ngun
doanh thu khng l cho Hotdeal.
S lng ngi Vit Nam s dng Internet v hiu bit cng ngh ngy mt gia
tng, y l mt c hi Hotdeal tip cn nhng i tng khch hng mi cng
nh ti bn hng da trn cc phng tin truyn thng Marketing.
Trang 27
Ngi tiu dng tr nn quen dn vi mua bn hng trn mng v tin tng hn
vo cc giao dch ny, v vy khi cc doanh nghip thc hin Marketing in t,
khch hng s xem cc qung co ny nh mt c hi mua sm v cn nhc la
chn nhp chut vo qung co hp dn nht
Cng ngh k thut ngy cng pht trin, cc cng c Marketing in t cng c
hon thin v pht trin, gip cho quy trnh tr nn nhanh chng hn, cc knh
Marketing cng tr nn a dng hn nhng ng thi cng d dng hng n
ng cc khch hng mc tiu hn.
Tuy s lng ngi tiu dng trc tuyn ngy cng gia tng, nhng s ngi tiu
dng khng th tip cn c internet vn rt ln nhng Hotdeal ch s dng n
thun cng c Marketing trc tuyn v th cng khng th tip cn c i tng
khch hng ny.
Ngi tiu dng qu th v c thi thiu tin tng i vi giao dch trc tuyn
cng l mt cn tr i vi qu trnh Marketing in t, vic tnh chi ph qung co
trn 1000 ln xut hin (CPM) s lm gia tng chi ph qung co m khng em li
hiu qu nu khch hng th .
Cc i th cnh tranh bng cch mua li t kha Hotdeal vi gi cao hn, gian
ln click chut trong cc qung co, s dng cc bnh lun trn mng x hi bi
nh danh ting ca Hotdeal cng nh s dng gin ip n cp danh sch a ch
email ca khch hng.
Trang 28
Trang 29
Trang 30
Trang 31
Ti liu ly v t Internet
13. Nguyn Bnh (2013), SEO Onpage l g - Video hng dn lm SEO Onpage.
c ly v ngy 12/1/2014, t http://youtube.com
14. Thng Tin Dch V (2013), Hotdeal.vn thu tm th trng mua theo nhm.
c ly v ngy 16/1/2014, t http://thanhnien.com.vn.
15. VICP (2012), SEM l g? Ti sao phi lm SEM?. c ly v ngy 18/2/2014,
t trang http://marketing.24h.com.vn.
16. Zaiybz (2012), Tng hp quy trnh SEO hiu qu v cc cch lm SEO tt nht
hin nay. c ly v ngy 15/1/2014, t http://forum.idichvuseo.com/.
PH LC
Ph Lc 1: S b my t chc cng ty Hotdeal chi nhnh H Ni
150
100
50
0
Series1
Hotdeal H
Ni
B phn
vn phng
138
B phn giao
hng
42
T L
Ch Tiu
Nm 2012
Nm 2013
Doanh Thu
10,587,503,735
13,020,245,168
2,432,741,433
22.98
104,919,516
207,254,964
102,335,448
97.54
10,482,584,219
12,812,990,204
2,330,405,985
22.23
7,491,445,048
9,316,018,932
1,824,57,884
24.36
2,991,139,171
3,496,971,272
505,832,101
16.91
1,213,721,155
1,481,957,409
268,236,254
22.1
931,793,943
-107,123,367
-10.31
1,083,219,920
344,719,214
46.68
10,057,952
1,751,947
21.09
9,531,748
2,694,458
39.41
526,204
-942,511
-64.17
1,083,746,124
343,776,703
46.46
Cc
khong
gim tr
1.Doanh Thu
Thun
2.Gi
vn
hng bn
3.Li
nhun
gp
4.Ch ph bn
hng
S Tin
5.Chi ph qun
l
doanh 1,038,917,310
nghip
6.Li
nhun
thu
hot ng ti 8,306,005
chnh
8.Chi ph ti
chnh
9.Li
6,837,290
nhun
hot ng ti 1,468,715
chnh
10.Li nhun
thun t hot 739,969,421
ng
kinh
doanh
11.Thu
nhp
khc
12.Chi
ph
khc
13.Li nhun
khc
14.Tng
nhun
75,738,679
55,802,138
-19,936,541
-26.32
75,738,679
55,802,138
-19,936,541
-26.32
1,139,548,262
323,840,162
39.7
203,927,025
284,887,066
80,960,041
39.7
611,854,075
854,661,197
242,880,122
39.7
li
trc 815,708,100
thu
15.Thu
nhp
nghip
thu
doanh
phi
np
16.Li nhun
sau thu