Cho mng c v cc bn n

vi bui thuyt trnh ca nhm 14.

Thnh vin nhm:

Nguy
n Th
Qunh
Trc
on Thanh Lm
Phm Bch Thy
Nguyn L Vy
Nguyn Th Hong Phn
PHN TCH CHIN LC MARKETING DCH
V CA HNG DU LCH SAIGONTOURIST.
NI DUNG CHNH

I.Tng quan II. Chin lc III. Gii php

v Marketing mix
Saigontourist 7p

IV. Kt lun
 I.Tng quan v
Saigontourist
Hot ng kinh doanh
chnh
Mng li quan h i tc

Thng hiu l hnh hng u

Tn ch hot ng

Chin lc marketing dch v 7 Mc tiu

pht trin
Trit l kinh doanh

Bn quyn thng hiu

Cc tour hot ng
 Cc tour hot ng
Du lch quc t
Du lch tu bin quc t v i l hng
hi
Du lch MICE (Meeting, Incentive,
Conference and Event):
Du lch nc ngoi
Du lch ni a
Dch v du lch cao cp Premium Travel
Du lch tit kim IKO Travel:
II . Phn tch Marketing dch v i vi tour IKO
Travel ca cng ty dch v l hnh Saigontourist
 1. c im tour IKO Travel v nhu cu khch
hng cn p ng

IKO Travel l tour du lch tit kim

chnh thc c pht trin t
nm2008 vi phng chm mi
ngi u c th du lch.
Khch hng ca tour IKO nhm ti:
Tt c mi ngi, mi nh .
2.Phn tch 7P trong chin lc marketing dch
v i vi tour du lch tit kim IKO TRAVEL
 2.1 Product
Sn phm trong ngnh du
lch khng phi l sn phm
thc t m chnh l dch v
m n cung cp ti khch
hng.
Mt phn ca dch v cung
ng ti khch hng m
khch hng c th cm nhn
c, nhng cn mt phn
khc th khch hng khng
nhn bit c n nm
pha sau mi hnh trnh.
 Sn phm dch v du
lch c xem di 4
cp . Vi gi tour
du lch tit kim IKO
Travel, mt dng sn
phm u vit nhm
p ng dch v hi
lng nht vi chi ph
tit kim nht ti
khch hng ca mnh.
 Li ch ct li ( core benefit of service/ generic product)
Sn phm thc t (actual service/ expected
product)
Nhn hiu
Mc cht lng
Cc tnh nng
Dch v lu tr v Dch v vn chuyn a dng-
thoi mi
Sn phm tng cng (augmented product)
o Dch v chm sc khch hng
o Dch v sau bn hng
o Dch v bo him
 2.2 Price

S dng gi cc trn gi cho cc

tour du lch tit kim v gim gi cho
nhng khch du lch trong nc
kch thch nhu cu ni a.
 Chit khu 5% gi v theo s lng
khi c nhm trn 6 ngi kch thch
khch hng.

Doanh nghip phi thng xuyn xem

xt v xem xt li cc mc gi ca cc
sn phm v dch v ang cung cp
m bo rng n lun ph hp vi
thc t ca th trng hin ti
 2.3 Place
c thnh lp nm vo nm
1975, n nay STS pht trin
mnh m bao gm 4 vn phng
cc qun trung tm TP HCM v
cc chi nhnh khc ti cc thnh
ph ln trong c nc nh H
Ni, Bnh Dng, Qung Ninh,
Nng, Cn Th. Vi mng li chi
nhnh rng khp, kinh doanh
hiu qu trn c 3 lnh vc : Du
lch quc t, du lch nc ngoi
v du lch trong nc
 Trong 8 thng u nm
2011, Cng ty TNHH Mt
Thnh Vin Dch v L hnh
Saigontourist t tng doanh
thu trn 1.030 t ng (tng
gn 20%) v phc v hn
240.000 lt du khch trong
v ngoi nc. Vic chuyn
i m hnh hot ng sang
loi hnh TNHH Mt Thnh
vin (t thng 6/2011) cng
kt qu tng trng bn
vng l c s
Saigontourist tip tc u t,
m rng mng li kinh
doanh iu hnh trn ton
 STS cn u t m
rng cc hnh thc
khc nhanh hn, tin
li hn cho khch hng
nh t v online thng
qua h thng website
ca cng ty
( dulichtietkiem.com,
dulichhe.com,saigon-
tourist.com,)., t v
qua in thoi, giao v
tn ni,.
Ba knh phn phi ch yu ca STS l:
Knh 1 : STS thnh lp h thng cc chi
nhnh bn v trc tip cho khch
hng.
Knh 2 : STS gi v cho cc i l du lch
v cc i l s bn li cho khch hng
hng hoa hng. Knh 3: Thng qua
h thng website
ca cng ty l
dulichhe.com, khch
hng c th d dng
la chn cho mnh 1
tour du lch thch
hp v mua trc
tip bng hnh thc
 2.4 Promotion
Khuyn mi : Cc
chng trnh khuyn
mi ca Cng ty dch v
l hnh SAIGON
TOURISTS (STS) ch yu
nhm vo chnh sch gi
vo nhng thi im
thch hp trong nm. V
d
 Chng trnh mi trng bn phi trng to!
Du lch h cng Saigontourist, Trng 200 triu -
C nh n nc, tha sc ngao du! c trin
khai t ngy 12/5/2011 - 8/8/2011 Trong 3 thng
trin khai, SaigontouriSTS pht hnh hn
115.000 phiu bc thm trn ton quc, tng
ng vi doanh thu trn 345 t ng. , Cng ty
Dch v l hnh Saigontourist t doanh thu hn
1,000 t ng (tng 20%), phc v hn 240,000
lt khch trong nc v quc t
 Gim gi v
Chng trnh u i
c bit tng th
Saigontourist
Bn cnh , cng ty
STS cn t chc cc
chng trnh khuyn
mi km theo nh
trng bn phi
trng to! Du lch h
cng Saigontourist
 Bn knh truyn thng quan trng m
QUNG STS s dng l : Bo, tp ch, qung
co ngoi tri v Internet.

CO Bo: Tui tr, Thanh Nin, Tin Phong,

v.v.. 4 ln 1 tun.
Tp Ch: Tp Ch Du Lch, Tip Th Gia
nh ( hng n cc khch hng
trong nc), Travellive, Asia Life
(hng n khch nc ngoi) 2 ln 1
thng.
Qung Co Ngoi Tri: t cc bng
qung co mt s qun trung tm
ca trung tm thnh ph nh qun 1,
qun 3, qun 5.
Internet: Qung co trn mt s trang
web ni ting ca Vit Nam nh :
vnexpress.net, vietnamtraveltour.net,
dulichhe.com, dulichtietkiem.com.
 Cu T Chc ca STS :

ng Vn Hong
2.5 People
Ch tch hi ng qun tr

ng Nguyn Hu Th B Phan Bch Mai

Ph ch tch y vin

ng Trn Hng Vit ng L Ngc C ng Nguyn Huyn

Ph Tng Gim c Ph Tng Gim c Ph Tng Gim c

Cng Ty Dch V L Hnh Saigon Tourist (STS)

l thnh vin ca Tng Cng ty Du lch Thnh
Ph H Ch Minh (Saigontourist), hin ti hot
ng theo hnh thc cng ty TNHH Mt
Thnh vin, c cu lnh o ca cng ty
bao gm:
Chnh sch nhn s ca cng ty:
Trit l kinh doanh ca cng ty l
LUN HNG N KINH DOANH,
KHCH HNG, CNG NG V NHN
VIN
Chnh sch o to
pht trin h thng cc c s o to,
STS khuyn khch nhn vin ch ng
trong hc tp v pht trin ngh
nghip ca bn thn, ch trng o
to chuyn su v qun tr chin lc,
qun tr marketing, qun l ri ro, qun
l cht lng
 Chnh sch khen thng. STS c
cc ch c bn nh sau:Mt nm,
nhn vin c hng ti thiu 13
thng lng. thng cho cc n v,
c nhn tiu biu trong nm, thng
sng kin, thng trong cc dp l tt
ca quc gia v k nim thnh lp
Cng ty. hng cc tr cp x hi
ph hp vi Lut Lao ng.
 2.6 Process
Vi kinh nghim trn 20 nm trong lnh vc t chc cc
tour du lch, STS c cc chng trnh tour v cng chuyn
nghip v hin ai. C th nh sau : Sau khi khch hng
tip nhn thng tin t Saigontourist thng qua cc knh
phn phi, cc chiu th hay bt k mt phng tin no
, khch hng s chn cho mnh tour du lch thch hp,
tip n, khch hng s thanh ton c c v du lch.
STS s tip nhn thng tin khch hng, trc tip lin h
vi khch hng, sp xp, ln k hoch, sau hng dn
vin du lch s cung cp cho khch hng nhng thng tin
chi tit ca tour du lch. Cui cng, khch hng tn hng
cuc hnh trnh v trc tip cung cp phn hi n vi
hng dn vin du lch hoc qun l.
Sau y l mt chng trnh tour c th ca STS:
TPHCM - NHA TRANG

05h30 : Xe v HDV Cng ty du

lch SaigonTourist n on ti
im hn.Bt u hnh trnh
chinh phc Thnh ph bin NHA
TRANG.
07h30 on dng chn dng
im tm sng ti nh hng
Hng Pht I, ngh ngi
08h00 Tip tc l trnh, Trn
ng i Hng dn vin s cng
Qu khch tm hiu nhng danh
thng, phong tc tp qun tng
vng m an i qua, kt hp
sinh hat tr chi tp th, vui
c thng trn xe, nhng phn
qu d thng dnh cho ngi
 11h30 on dng cm tra ti
Phan Thit, sau gh tham
quan bi bin C N, mt trong
nhng bi bin p, ni ting ca
Min Trung, l ni xa kia Cng
cha Huyn Trn v Vua Ch
Mn thng do chi.
15h30 n Cam Ranh. on
i theo con ng Sng l Cam
Ranh vo Nha Trang. Theo con
ng Trn Ph, xe a on
vo khch sn nhn phng, ngh
ngi.
17h00 n Nha Trang, xe a
qu khch v khch sn nhn
phng ngh ngi.Dng cm ti.
Bui Ti Qu khch t do khm
ph thnh ph bin v m
2.7 Physical
Saigontourist c h thng vn
phng chnh v cc chi nhnh,
cc gian hng trin lm c thit
k n gin, hin i, thun tin
cho vic trao i thng tin gia
nhn vin v khch hng.
Thng tin v tour c ng ti
r rng trn website chuyn
du lch theo ma ca cng ty,
banner v cc catalog trong vn
phng; s hng dn, t vn
ca nhn vin.
 Phng tin di chuyn an ton,
cht lng cao c cung cp bi
cc hng xe nh Mercedes,
Toyota, Huyndai; cc hng my
bay trong v ngoi nc. Trong
chuyn i khch hng cn c
tng nn, o thun, o ma (ty
theo diu kin thi tit).
Lu tr vi khch sn t 2 ti 4
sao, phng ngh tha mi v y
tin nghi; nh hng, thc phm
v sinh v c th theo tng im
n.
 III.NHNG TH
THCH V GII PHP
CA CNG TY
SAIGONTOURIST
Hn ch ca ngnh du lch
Vi lng khch quc t gim, ch t mc tng
trng 0,6% trong nm , du lch Vit Nam ang
ng trc nhng kh khn, tc ng tiu cc n
cng vic kinh doanh ca cc n v v i sng
ca hng trm nghn lao ng trong ngnh cng
nh nhn dn nhiu thnh ph, trung tm du lch
ln.
hn ch nhng nh hng ca tnh trng ny,
khi phc mc tng trng v o to pht trin,
ngnh du lch ra nhng gii php cp bch
v lu di mang tnh kch cu nhm tng cng thu
Nhng gii php trc mt
Chng trnh hnh ng nhm tng cng thu ht khch quc t v thc
y du lch ni a v thc hin mt chin dch khuyn mi ln

Trong , cc khch sn cam kt gim gi t 30% n 50% (so vi gi hp

ng k vi cc cng ty l hnh)

Hng khng Vit Nam cng cam kt khuyn mi t 30% n 50% gi v

cc ng bay quc t v ni a cho cc tua du lch khuyn mi.

Cc nh dch v (vn chuyn, hng dn, mua sm, n ung, nht l cc

ca hng, nh hng t chun du lch) cng cam kt ng k tham gia
chng trnh ny, gim gi dch v cho khch du lch. Mt s doanh
nghip l hnh quc t ln ang c chn xy dng gp cc tua du lch
khuyn mi in hnh, nhm thu ht mnh m khch t cc th trng
chnh.
 Mt chin dch xc tin, qung b ln s
c trin khai c trong nc v ngoi
nc vi cc hot ng c th nh khi ng
chin dch qung b trn mng internet,
thit k trang thng tin in t qung b du
lch Vit Nam: www.saigontourist.vn vi
nhng ng dn ti trang thng tin in t
ca cc doanh nghip l hnh, khch sn
tham gia chng trnh, t chc thit k h
thng cung cp thng tin trn mng internet.
 T chc qung b v gii thiu
chng trnh khuyn mi ca du lch
Vit Nam trn h thng thng tin i
chng ca cc th trng trng im;
mi cc on hng l hnh, bo ch
n kho st, gii thiu v du lch
nc ta
IV.KT LUN:
Saigontourist l doanh nghip tin phong trong lnh
vc du lch ti Vit Nam, gt hi c nhng thnh
cng v nh v c thng hiu mnh ca mnh
trong lng khch du lch ni a cng nh quc t.
Nhng tng tnh cnh tranh lu di trong thi k
hi nhp th Saigontourist bt buc cn phi lm mi
mnh trong chin lc marketing cho ph hp vi tnh
hnh mi v mc tiu chung ca ngnh du lch nc
nh: y mnh cng tc thng hiu v qung b
tip th, cng c v nng cao cht lng sn phm,
thi phong cch phc v, sn phm mi, lin kt
y mnh cc d n u t, u t ra nc ngoi,
quy hoch, o to v s dng hiu qu i ng cn
b c trnh cao, nghip v, ngoi ng, chnh sch
tin lng v ch khen thng phc li.