THÔNG TIN TÀI LIỆU
MUC PHAN II MARKETING MIX DU LICH Chircng M A R K E T I N G MIX TRONG DU L I C H • T I E U CHLTONG Binh luan marketing mix 4Ps truyen thong Hieu biet cac phan marketing mix truyen thong Ban luan cac van de chi phi va doanh so marketing mix Hieu biet marketing mix boi canh he thong marketing Binh luan cac phan ciia marketing du lich ma rgng: Con nguoi, quy trinh va minh chung vat chat Ban luan ve cac quan niem marketing mix khac NOI D U N G • • • CHirOfNG Marketing mix truyen thong Marketing mix ma rong cho dich vu: Con nguai, quy trinh va minh chung vat chat Cac quan niem khac ve marketing mix du lich 136 CHUONG MARKETING MIX TRONG DU LICH Chucrng gioi thieu bon bien ca ban- dirge biet den nhu la bon P- ma nhung nha marketing phai thirc hien lien tiic cac quyet dinh no lire ciia hg de quan ly nhu cau tieu dung Dugc ggi chung la phirc hgp marketing (tir day ggi la marketing mix), bon yeu to cot loi phan anh va the hien thirc te cac quyet dinh cua nha san xuat lien quan den san xuat hang hoa va dich vu de ban boi canh cua moi trirong kinh doanh va muc tieu chien luge dai han Chirong la c6 hai phan Phan dau giai thich y nghTa cua moi yeu to cot loi marketing mix, chung da dirge khai quat hoa Ian dau tien nhijng nam 1960 cho viec marketing san pham (hang hoa vat chat) M o t so v i du dien hinh cua quyet dinh marketing du lich dugc cung cap hinh 6.1, no dugc giai thich lam de cac quyet dinh marketing mix phu hgp v a i he thong marketing cua cac to chirc du lich va l u hanh, dugc mo ta khai quat hinh 6.2 Phan thu hai giai thich lam the nao ma bon yeu to ban dau da dugc ma rgng hai thap ky qua de bao gom ngirai, quy trinh va minh chimg vat chat hoac thiet ke Trong marketing dich vu noi chung, da c6 xem xet ma rgng ve y nghia cua 'san pham' va lam the nao khai niem nen dugc phat trien de phan anh boi canh, hien dai, hau cong nghiep cua nganh cong nghiep dich vu Viec xem xet marketing mix la trung tam cua sir hieu biet marketing du lich hien dai va cac yeu to quan dugc thao luan chuong sau dugc phat trien va dirge de cap den suot cuon sach Phan tiep theo, c6 the ke den viec giai thieu mot so quan niem ma rgng marketing du Ijch khac, chua dugc de cap den a phan tren I PHlTC HOP M A R K E T I N G T R U Y E N THONG Dinh nghia marketing mix Marketing mix c6 the dugc djnh nghia la "phirc hgp cua cac yeu to marketing c6 the dieu khien dugc ma cong ty sir dung de thirc thi ban hang thi trirong miic tieu" (Kotler, 1984: 68) Khai niem ngu y mot tap hgp cac bien tirang tir nhu don bay hoac kiem soat c6 the dugc dieu hanh boi nha marketing de dat dugc mot muc tieu xac dinh Viec kiem soat c6 the dugc so sanh vai nhirng c6 137 P H A N II P H U C H O P M A R K E T I N G D U L I C H may tu dong, c6 bon dieu khien chinh Mot van tiet luu hoac may gia toe de kiem soat toe dong ca, mot phanh dk giam toe hoac diing lai, mot can so de phu hop voi toe dong co vai toe ducmg yeu eau, hoac de lui, va mot banh lai dg d6i huang Nhir mpi lai xe deu biet, sir chuyen dong cua eae ki6m soat phai dugc dong bo de dap ung v a i dieu kien dirong lien tuc thay doi va nhung hanh dong cua yeu to khac Hieu qua tien bo doi hoi thao tac lien tuc bon kiem soat ca ban Cac nha marketing cung 'lai" san pham cua ho tai nhirng diem den da dugc lira chpn Bon bo dieu khien la sdn phdm (product formulation), la mot phuang tien thich ung cho cac nhu cau thay doi cua cac khach hang muc tieu, gid ca (price), ma thirc te c6 xu huong dugc sir dung nhu van tiet luu de tang hoac lam cham khoi lugng ban hang theo dieu kien thi truong; xuc tien (promotion), dugc sir dimg de tang so lugng nhung nguofi tren thi truong, nhung nguai dugc nhan thuc ve san pham va thuan Igi doi vai viec mua no; dia diem (place), cai quyet dinh so lugng khach hang tiem nang nhiing nguai c6 the tim thay dia diem thuan Igi va each thuc de c6 dugc thong tin va chuyen doi y dinh mua ciia hg sang mua hang Bon bg kiem soat dugc dieu khien kheo leo theo cac dieu kien thi truong hien hanh mot each lien tuc, dac biet la doi vai cac hanh dong cua doi thu canh tranh Cac dia diem hay muc tieu, doi vai nhung san pham dang dugc 'dinh huong' boi bon bg kiem soat, dugc thiet lap boi cac quyet dinh chien luge boi cac to chirc ve nhiJng dieu hg mong muon tuong lai Khai niem trung tam nang dong cua viec dieu chinh va dong bg hoa mot each lien tuc bon bg kiem soat chinh theo d i k i kien thj truong thay doi mot each deu dan la diem quan trgng de nam bat ve cac quyet dinh marketing mix Lien tuc boi canh c6 nghla la quyet dinh hang gio, dac biet la gia ca, nhung thuc t l c6 nghTa la dieu chinh hang tuan theo thong tin thi truong ve sir tien bg da dat dugc 2, Cac phan ciia marketing mix La diem tap trung cua hau het cac quyet dinh quan tri marketing thuc te, moi P sdn phdm, gid, khuyen mai va dia diem se dugc phan tich cac chuong khac d day, doi tugng la gioi thieu va giai thich chung mot each tich hgp, ciang la mot each giai thieu ve nghien ciru thi truong va hoach dinh chi^n 138 C H i r O N G M A R K E T I N G M I X T R O N G D U L I C H lirgc va chien thuat marketing Can luu y rang bon yeu to bat dau bang chtj cai 'P', vi the ma c6 ten bon chu P ban dau dugc sur dung de mo ta marketing mix vao nam 1960 bofi McCarthy (1981: 42) Nhan thuc tir nhQ-ng nguyen tac goc cua McCarthy theo dinh huong san xuat, Kotler trinh bay lai 4C 4P de phan anh dinh Huong nguoi tieu dung, la trung tam cua tu marketing nhung dich vu hien dai thai dai tinh canh tranh cang cao.(Kotler va Armstrong, 1999: 111): - San pham c6 nghla la gid tri khdch hang (nhung Igi ich c6 the cam nhan dugc da cung cap de dap ung nhu cau va mong muon cua khach hang, chat lugng dich vu nhan dugc va gia tri tra bang tien da chuyen giao dugc danh gia so v6i canh tranh) Gia CO nghia la chi phi (gia la mot quyet dinh phia cung, chi phi la sir tuong duong vai tap trung nguoi tieu dimg (consumer-focus), va cOng dugc danh gia so vai canh tranh) - Khuyen mai c6 nghia la truyen thong (gom tat ca cac hinh thuc nhu doi thoai nha san xuat/ khach hang bao gom ca thong tin va marketing quan he tuong tac hai chieu, khong chi la thuyet phuc ban hang) Dia diem c6 nghia la sir tien lai (ve mat nguoi tieu dung tiep can voi cac san pham hg mua) a San pham - gid tri khdch hang (customer value) San pham bao gom cac hinh dang hoac hinh thuc cua nhung gi dugc cung cap cho khach hang tiem nang, noi each khac, cac dac tinh cua san pham dugc thiet ke boi cac quyet dinh quan tri chien luge nham dap ung vofi kien thuc ciia nha marketing ve nhflng mong muon, nhu cau va Igi ich tim kiem cua nguoi tieu dung Doi vai du lich, cac phan san pham bao gom: - Thiet ke ca ban cua tat ca cac phan dugc dat chung nham cung cap cho khach hang, vi du mot goi nghi ngan mot nhom khach san cung cap - Phong each va moi truong cua goi dich vu Doi voi cac san pham dich vu giao dich vai khach hang tren ca sa cua minh, noi ma cac san pham dugc phan phoi, day la mot chuc nang chu yeu ciia cac quyet djnh thiet ke tao moi truong vat chat, va khong (con goi la 'minh chung vat 139 P H A N II P H U C H O P M A R K E T I N G D U L I C H chat (physical evedence)") dirge danh gia phu hop vai hinh anh ciia san pham va gia ca - Cac phan tu dich vu, bao gom nhiJng so lieu, dao tao, thai va be ngoai ciia tat ca cac nhan vien tham gia vao cac quy trinh "chuyen giao' cac san pham cho ngudi tieu diang - dac biet la nhan vien le tan - Xay dung thuong hieu tap trung cho truyen thong, xac djnh san pham cii the vai mot tap hop cac gia tri, ten hinh anh va ky vong nhat ciia kinh nghiem se dugc chmen giao Trong thuc te marketing hien nay, san pham du lich va liJ hanh dugc thiet ke va lien tuc dieu chinh de phu hgp v i nhu cau va mong dgi ciia nguai tieu dung muc tieu va kha nang toan cua hg Hau het cac to chuc c6 san xuat va dua thi truong khong chi mot ma mot so san pham de phu hgp v o i yeu cau dat cua mot so phan khuc V i du cong ty l u hanh cung cap mot loat cac san pham tai lieu quang cao ciia hg va cac khach san Ion c6 the c6 den hang chuc san pham rieng biet khac nhau, tir hoi nghi, cugc hgp kinh doanh de boat dgng le va cac goi nghi ngan b Gid - chi phi cho ngirifi tieu diing Gia bieu thi cac dieu khoan giao djch trao doi dugc cong bo hay thoa thuan ve mot san pham giira mot nha san xuat nham dat dugc doanh so ban dugc xac dinh truac va muc tieu doanh thu va khach hang tiem nang c6 gang toi da hoa nhan thuc cua hg ve gia tri dong tien nhung lira chgn hg lam cho giira cac san pham khac Hau nhu khong thay doi nganh du lich, nai c6 mot muc gia cong bo/ thuong xuyen cho mot san pham va mot hoac nhieu gia giam gia hoac khuyen mai Gia khuyen mai dap ung cac yeu cau ciia phan khuc thi tmong cu the hoac can thiet phai thao tac theo yeu cau de truy cap nhung anh huong cua mua vu hoac canh tranh thu dugc tir du thira c Xuc tien - truyen thong De thay nhat bon P, xuc tien bao gom quang cao, gui thu true tiep khuyen mai ban hang, trung bay hang, cac hoat dgng ciia lire lugng ban hang, san xuat to rai, truyen thong Internet va cac hoat dgng quan he cong chiing Cac ky thuat khuyen mai dugc su dung de lam cho kliach hang tiem nang nhan thuc cac san pham, de kich thich khau v i ciia hg, kich thich nhu cau va thuong cung cap 140 CHU'ONG M A R K E T I N G M I X T R O N G D U L I C H cac uu dai de mua hang,' hoac true tiep t u nha san xuat hoac thong qua mot kenh phan phoi Mot each nhin rong hon ve truyen thong ciia nha san xuat cung bao gom thong tin ho trg 'quan he' dugc cung cap de tang cuong nhan thuc va xay dung mot thai tich cue vai cac san pham giiip khach hang, dac biet la khach hang mua lai, dua quyet djnh mua cua ho Hang loat cac ky thuat truyen thong cang dang phat trien rong hon va nhung thuat ngu nhu "phuc hop truyen thong (communication m i x ) ' hay 'phuc hop xuc tien (promotional mix)" thuong dugc su dung thuc te Dieu quan trgng la nguofi dgc danh gia cao moi quan he giua idiuyen mai va ba Ps khac ma no dugc gan ket qua trinh marketing Tuy nhien, dieu quan trgng va c6 the nhin thay la, khuyen mai truyen thong van chi la mot nhung don bay dugc su dung de quan ly nhu cau N o khong the c6 hieu qua day du trir no dugc phoi hgp v a i ba don bay d Dia diem, phan phoi, tiep can - hoac tien lai Doi v o i muc tieu marketing, dia diem khong chi c6 nghia la nai thu hut du khach hang hay mot trang thiet bi nao Dia diem nghTa la khu vuc ban hang, nai cung cap den khach hang tiem nang nhirng san pham djch vu du lich V i du: dja diem cua Disney World a M y khong chi c6 Orlando, Florida, ma la toan bg cac dai ly dich vu du lich va moi giai du lich a vung Tay Bac nuac M y va mang luai toan cau nai nguai ta ban cac san pham dich vu cua Disney World (dugc trich hoa hong tir Disney) N h u la ket qua cua cac quyet dinh marketing nhQng nguai tham quan tiem nang tai Florida c6 the biet thong tin khuyen mai tir bat cu nai nao tren the giai, va mua cac san pham c6 the bao gom ve vao Disney World tai dai ly cua Disney Cac dai ly du lich la mot each ma a viec tiep can 'dia diem' hoac tinh thuan tien dugc sang tao cho khach hang ciia Disney, hoac cho hau het cac san pham du lich va 10 hanh kliac Su thuan tien cua dia diem c6 the bao gom gui mail true tiep tai nha cua nguai mua tiem nang, sir dung dien thoai mien phi va de dang de dat ve qua cac he thong v i tinh hoa Tir sau nhUng nam 1990 tai hau het cac hang kinh doanh du lich va l u hanh, internet dugc ung dung toan cau giup cho viec cung irng san pham dich vu cang tra nen thuan tien han bao gia het, mang nhimg san pham du lich den hang trieu ngoi nha khap the giai Yeu to P thu 4, cung v a i 141 P H A N II PHU'C H O P M A R K E T I N G D U LICH nhiJng minh hoa tir khach san, hang hang khong, deu dugc giai thich a bang 6.1 Marketing mix: cac can nhac chi phi va doanh so Dieu quan la hieu rang tat ca cac quyet dinh marketing mix dai dien cho chi phi cho to chuc, va c6 ung dung true tiep toi dinh gia va doanh so ban hang Them vao do, nhu da thay hinh 6.1 so 4P deu doi hoi chi phi dang ke su dung truoc c6 the tao doanh so mong dgi San pham Cac dac diem thiet ke/ dong goi Thanh phan dich vu Thuong hieu Hinh anh/ danh tieng/ v i the Khach san Dia diem/ Quy mo toan nha/ Khu dat/ Kich ca phong/ Trang bi noi that/ Do trang tri/ Ngoai canh/ Anh sang/ Thuc an So lugng nhan vien/ dong phuc/ thai do/ dap ung khach hang V i du: Holday Inn, Marriot, Meridien V i du: Bit/ chat lugng cao, re/chat hrgng thap Hang khong Vien bao tang Cac tuyen bay/ Quy ni6 toa nha/ Tinh thuong Cach thiet ke/ xuyen Nhiing tien nghi Loai/ kich ca Loai bo suu tap may bay Quy mo bo suu Kich thuac cho tap ngoi/ khong Trung bay/ the gian hien ben Do trang tri/ bija an/ phong each So lugng nhan So lugng nhan vien/ dong vien/ dong phuc/ phuc/ thai do/ thai do/ dap ung dap ung khach khach hang hang V i du: V i du: Tate American Gallery Airlines, (London), British Metropolitan Airways, Museum (New Singapore York) Airlines V i du: thuc an V i du: buon te, tin cay/ thuc thu vj, hien dai an la, quan ly kem 142 C H U O N G M A R K E T I N G M I X T R O N G D U L I C H Gia • G i a cao • Gia thong • G i a h o p nhat thuang hay gia chuan • Gia khuyen m a i (cho m o i san pham dugc chao • G i a u u dai dac biet • Chiet khau cho n g u a i dieu hanh tour • G i a hang nhat/ G i a doanh nhan/ G i a cho khach du lich (Gia dugc chap nhan) • • G i a tre em APEX/Gia m u a so lugng Ion • G i a cho n g u a i Ion/ cong dan CO t i c h • Gia theo n h o m • Gia cho khach hang than thiet • G i a re • Gia hop dong ban) • Gia thong nhat C h i e u thi (don le v a cong tac) • Quang cao ( T V , radio, bao c h i trang w e b ) • Khuyen m a i ban hang • Quan he cong chung Cac v i du k h o n g dugfc cung cap a day v i n o i c h u n g day la n h u n g loai h i n h t u phuc v u , v a khac biet nhieu qua cac to chuc • San xuat va phan phoi brochure • Xuc tien ban hang Phan phoi Cac kenh phan p h o i bao g o m cac • Cac he thong dat cho bang may t i n h (CRS) • Cac he t h o n g dat cho bang may t i n h (CRS) • N h u n g vien bao tang khac • Cac v a n phong cung 143 he thong dat cho trirac cac nha ban • Cac nhom khach san khac P H A N II; P H U C H O P M A R K E T I N G D U L ! C H • Internet • Cac dai ly du lich Cac quay tiep tan a san bay Cac hang hang khong khac Duong day dien thoai mien phi le, cac • Internet • website • Cac dai ly du lich • Cac nha dieu • hanh tour • Cac hang hang khong • • DuOTg day dien thoai mien phi Bang 6.1: V i du ve marketing cap thong tin du lich • Cac quay tiep tan o khach san • Cac truong hoc mix du lich va lur hanh Nguon: Middleton, 2003 Thay doi san pham, quang cao, to chiic khuyen mai ban hang, giai thieu san pham va to chuc - cung cap cac kenh phan phoi, tat ca doi hoi nguon tai chinh ky vong ve doanh so ban hang muc tieu Dau tu vao nguoi quy trinh va cac minh chung vat chat cijng la nhflng khoan dau tu trudc c6 doanh so Trong cac quyet dinh dinh gia khong tieu ton bat cu dieu gi truoc ban hang, chung ro rang xac dinh muc doanh thu dat dugc Bat ky chiet khau gia nao cung doi hoi mot muc khong ban dugc dai dien cho khoan 16 doanh thu du tinh De minh hoa dieu quan nay, neu mot nha dieu hanh tour du lich quyet dinh phat trien chuoi san pham hien c6 bang each tang them cac diem dei mai, can c6 chi phi xac lap danh cho viec t i m hieu cac chgn san c6 va cac nghia vu hgp dong can phai dugc toan nhieu thang truoc cac khach hang dau tien toan day du Chi phi quang cao va giai thieu san pham se dugc tinh nhieu thang truoc ban dugc hang Ian dau tien Mot vi du khac, mot cjuyet dinh cua mot nhom cac khach san cung cap tinh thuan tien truy cap cho khach hang qua mot trung tarn ggi qua mang va he thong duong truyen internet, c6 the phai lam tren nam truac nhung uu diem cua he thong mai bao dam dugc rang nhung cugc dat cho them du de trang trai cac chi phi va tao them Igi nhuan 144 CHLTONG M A R K E T I N G M I X T R O N G D U L j C H Marketing mix boi canh ciia he thong marketing Hinh 6.1 dien ta he thong marketing cho bat ky mot t6 chu'c nao vong tron Hinh 6.1 dugc thiet ke de chung minh lam the nao de quyet dinh marketing mix, chien luge, va chien thuat phoi hgp xung quanh vong tron trung tam la phan khuc khach hang muc tieu C a c nhan to ben ngoai tronq moi tripana kinh doanh ;6ng n g h e m&'il d a n g phat t r i e Cac quylt djnh thj tru'O'ng, d o n g ccy ngwof] tieu dung Hinh 6.1: Marketing mix boi canh he thong marketing tong the Ngudn: Stanton, 1981 145 P H A N II P H U C H O P M A R K E T I N G D U L I C H Viec phan tich cac ca sa du lieu cung tao dieu kien cho viec nghien cuu va cai tien marketing, no cung la mot phhn khong thk thieu luong cac ket qua marketing Lien ket cac ca so du lieu khach hang ciia cac to chuc vai websites ciia ho, va voi cac ca sa du lieu quoc gia va quoc te, nhu cac ca sa du lieu cua cac cong ty dien thoai, se ma nhirng duong mod dan toi phuang thuc marketing vai chi phi hieu qua han th^ ky mai Theo Fletcher & ctg, marketing dua tren ca sa dij lieu la 'mot phuang thuc dua tren khach hang' va sue manh cua no dua tren ky thuat su dung va quan ly dung lugng may tinh va kT thuat vien thong G6i thuc hien phdn hoi (Response fulfilment package): gdx quang cao truyen thong bao gom phong bi, thu tir, ta rai, sach giai thieu, qua tang va cac tai lieu in an khac duac phan phoi di de dap lai nhiing thac mac phat sinh bai nhung phuang phap marketing phan hoi true tiep Tren websites va thuang mai dien tii, sir phan hoi thong thuang la nhung hinh ve, thong tin c6 the truy cap va tai xuong cho viec tham khao sau nhung cung c6 the bao gom nhung tai lieu in an Marketing quan he khach hang (Customer relationship marketing- CRM): phuang phap dugc biet den nhu la marketing quan he khach hang, thuat ngii dugc su dung nhieu tu nhung nam 1990 de chi su lien lac thuang xuyen giua nha san xuat va nhung kliach hang trung Viec su dung the ciia hang/ the cau lac bg la rat thuang xuyen nganh du lich, nhung the la mot dang dac biet cua kenh xiic tien va phan phoi true tiep Marketing quan he nham nhan djnh nhung each khach hang tiep can mot doanh nghiep viec mua, su dung san pham, cai thien tinh hieu qua va su hai long ma viec mua san pham mang lai II M A R K E T I N G TRU^C T I E P Tam giac marketing cho nha san xuat, nha phan phoi, va nguoi tieu diing Hinh 12.1 the hien nhiJng giao dich chinh va luong thong tin marketing dien giiia nha san xuat, nha phan phoi, nguai tieu dung Bieu c6 gia trj marketing cua mgi cong ty du lich 304 CHl/ONG 12 MARKETING TRUC TIEP TRONG DU LICH va liJ hanh, tu khach san, van tai, giai tri hay to chiic tour Hinh dang tarn giac cho thay chon lira ca ban: - Phan ling true tiep chieu giua nha san xuat va khach hang tiem nang - Phan ung gian tiep, vai kenh phan phoi la ben thu Truyen thong Nha ban le/ khach hang Hinh 12.1: Quan he tam giac giua nha san xuat, nha phan phoi va khach hang san pham du lich va lir hanh Nguon: Middleton, 2003 Trong hinh tam giac c6 ba loai giao dich: 305 P H A N II PHUC HOP M A R K E T I N G D U LICH Tren canh ngoai ben phai cua h i n h tarn giac xuat phat t u nha san xuat la tong the cac p h u o n g thuc tiep can nham vao nhung khach hang hien c6 va tiem nang, bao g o m quang cao tren cac phucmg tien t h o n g t i n dai chung, PR, k h u y e n m a i va marketing t h o n g qua t h u t u , dien thoai K e t i j giira thap nien 1990, no bao g o m m a n g internet thong qua may tinh ca nhan, dien thoai d i d o n g va T V k y thuat so t u o n g tac N e u cac doanh nghiep chon m a r k e t i n g true tiep den khach hang, cac giao dich, dat cho se d i ve canh ben phai cua tarn giac t h o n g qua t h u o n g m a i dien t u , email, trung tam t u van, t h u tij' true tiep va dugc dieu hanh thong qua he t h o n g dat cho (CRS) Ve/xac nhan cung d i theo 16 t r i n h T i e n trinh la m o t nguon t h o n g t i n doi dao cho cac doanh nghiep, co so d u lieu khach hang va viec nghien c u u m a r k e t i n g C o so d i i lieu c6 the dugc su d u n g de nhan dien phan h o i t u cac k y thuat quang cao khac nhau, n h u la viec dat cho t h o n g qua quang cao tren nhung phucmg tien khac ciing n h u phan h o i tir cac h i n h thuc k h u y e n m a i cu the T h o n g t i n bao g o m ten va dia c h i la mot san p h a m cua he thong dang k i hien dai va t o n it chi p h i , de thu thap m o t k h i he thong d u lieu dugc tao de g h i nhan va phan t i c h l u o n g d u lieu t r o n g he t h o n g thong t i n quan l y T r e n canh ngoai ben trai cua tam giac, xuat phat t u nha san xuat, la phuc hgp truyen t h o n g nh4m vao he tliong phan phoi, bao g o m p h u o n g thuc lien lac true tuyen va mang n g i bg ma c h i nha phan p h o i m a i c6 the truy nhap N e u n g u a i tieu diing m u a hang t u nha phan p h o i , cac giao djch, dat cho se d i vao canh t r o n g ben trai cua tam giac t a i he thong dat cho, t u o n g t u v a i ve/xac nhan Canh day cua tam giac the hien l u o n g giao dich chieu giua n g u o i tieu dung va kenh phan p h o i m a k h o n g he c6 m o i lien he nao v o i nha san xuat N h a phan p h o i bao g o m nha nguofi ban le va nhiJng chu the cung cap k h o n g gian t r u n g bay, tiep can san p h a m va chuyen giao quyen so huru thay mat cong ty de doi lay hoa hong ban hang N h a phan p h o i tiep xuc true tiep v a i khach hang viec cung cap thong t i n , t n m g bay va tai lieu quang cao H o t h u tien va cung cap ve cung n h u n h u n g djch v u khac T r e n canh day, doanh nghiep k h o n g c6 m o i lien he v a i khach 306 CHUONG 12 M A R K E T I N G T R U C TIEP T R O N G D U L I C H hang cuoi cung- hay nguon thong tin nghien curu thi truong ma ho dem lai Ngoai trir nhfmg cong ty nho, dii true tiep hay gian tiep thi nguon thu va viec dat cho truoc cung dugc quan ly bSng he thSng dat cho Chung dugc lien ket true tiep vai cac tong dai (call center), nh&ng tong dai lai lien ket vai nhieu websites Nhung he thong dugc lap de x u ly viec cung cap cac chgn lira neu lira ehgn au tien cua khach hang khong dugc dap ung, cung nhu viec xac 'nhan, ban ve va lam hoa don L u a chon chien luoc va van dung Khai niem tarn giac luong thong tin kliien nguoi ta de hieu tarn quan cua cau hoi chien luge dugc dat a dau chuang nha san xuat c6 nen phan phoi va quang cao san pham true tiep tai nguai tieu dung hay de ben thu ba lam viec nay? Thuang thi khong CO cau tra lai don gian cho van de nay, va cau tra lai ciang thay 5i theo thai gian, theo san pham khae cung danh muc ' von dau tu cua cong ty V i vay, mot khach san se thu dugc Igi ich , giai thieu hinh thirc du Ijch kinh doanh ngi dia true tiep tai cac I cong ty, nhung dung dai ly ban le de tiep thi hinh thuc du lich kinh ^doanh quoc te va goi du lich cuoi tuan bat ky thai diem nao, cong ty (principal) ciing phai danh iia nguon thu bien te va chi phi bien te Sir danh gia dua tren nhung ^truong hgp va chi phi anh huang bai cac giai han ben va ben ngoai, dac biet la sir phat trien ICT Quyet dinh mang ti'nh chat tai chinh, phan anh sir that rang viec sir dung nha ban le ton it nhat 10% doanh thu phat sinh Hoa hong c6 the len den 15%, them vao la cac chi phi trang bj cho nha ban le vai sach giai thieu, lien ket true tuyen, quang ba, va ke ca thue ca mot dpi ngu nhan vien kinh doanh de tri sir hieu biet ve san pham va each thuc trung bay Mat khae, hoa hong la mot bien phi se khong dugc chi tra cho den ban dugc hang, va vong quay tien mat cua cong ty khong bi anh huang bai doanh so CJ hau het cac nuac, hoa hong cho dai ly du lich da giam dang ke tir 1995 theo sau lenh cat giam chi phi cua cac hang hang khong tren toan cau a Phu'ffng thuc truyen thong - t&i 1990 307 P H A N I I P H U C HOP M A R K E T I N G D U LICH Theo m o t nha nghien c u u m a r k e t i n g true tiep nganh du l i e h A n h nam 1980, hau het eae doanh nghiep truae 1960 phat trien c o n g viee k i n h doanh t h o n g qua p h u g n g thue lien lac true tiep voi khaeh hang B a n hang true tiep la t i e u ehuan nganh doi v a i tat ca cong t y v i du n h u hang tau va dai l y ban ve cua ho (Middleton, 1980) T i e u chuan ciing k h o n g thay doi doi v a i n h u n g doanh nghiep nho So l u o n g dai ly du lieh ban le gia tang nhanh chong, chu y e u t r o n g nhiJng nam 1960 1970 v a 1980 T r o n g thap nien 1990, mot m a n g l u o i quoc gia g o m 7.000 dai ly t o n tai a A n h K h u y n h h u o n g t u o n g t u cijng dien a M y , chu yeu t r o n g nganh du lieh t r o n g nuac, cac hang hang k h o n g n o i dia v a t h i t r u o n g thue xe hai v a i h a n 33.000 dai ly ban le V i vay, a hai quoc gia nay, mang luai dai l y bao p h u khap cac t h i de khach hang de dang tiep can Chau A u c u n g k h o n g la ngoai le mac d u dai l y du lieh i t dugc su dung han a Anh N e u cac cong ty du Ian de dam bao k h o n g gian t r u n g bay brochure, va c6 k h a nang tao dieu k i e n cho nha ban le truy cap true tuyen m o t each hieu qua vao he t h o n g dang k y , cac hang hang k h o n g , khach san va n h u n g nha to chue tour hoan toan c6 the thich u n g v a su d u n g m a n g l u a i phan p h o i r p n g Ion de ban san pham O A n h , cac to chue m a r k e t i n g true tiep t r u y e n t h o n g n h u Butlins, H a v e n , v a Hoseasons Holidays t r o n g nhirng nam 1980 da eo nhieu no luc su d u n g he t h o n g dai ly, ket qua la doanh so tang manh han M o t so doanh nghiep khae ciing thue hien theo each nay, dang chu y la cac tap doan khach san t i m k i e m each phan p h o i san p h a m du lieh c u o i tuan M o t Ian nua, ta thay day la each phan h o i hop l y va hieu qua ve mat chi p h i truae m a n g l u a i nha ban le, cong nghe thong tin va b o i canh k i n h te hien tai T r o n g n h i l n g nam 1980 va dau 1990, v a i su ho t r g cua viec dau t u vao he thong truy cap true tuyen, eae chuoi dai l y - cang lien ket chat che v a i cac nha to chue tour - c6 the giam chi phi san xuat va quan l y hieu qua h a n n h a sir d a i cua he thong may t i n h tan tien Cac van p h o n g d i dong de dang x u l y k h o i l u g n g Ian cong viee dat cho, hiiy bo, tinh tien, lam hoa dan, m a n g l u a i may tinh t r u y cap true tiep vao he thong cac nha uy thac va G D S giiip g i a m bat t h a i gian lam thoa m a n n h u cau khach hang V i vay, a 3oa C H U O N G 12 M A R K E T I N G T R U C T I E P T R O N G D U L I C H Anh, sir can bang Igi ich viec tao doanh so c6 dugc la nha vao he thong ban le cua mang luai phan phoi b Phuong phdp mm cho the ki XXI Mot vai nha to chuc tour d A n h nhu Portland, SAGA tri tap trung vao marketing true tiep Nhung tan binh mai nhu Center Pares voi cac san pham hap dan ciang nhan thay marketing true tiep hieu qua hom hinh thuc ban le M o t dieu thii v i la su phat trien ve cong nghe thong tin thap nien 1980, 1990 timg cho phep cac nha ban le tang hieu qua quan ly de thu ve doanh so cao, va bay gio la ho trg cac nha marketing true tiep cai thien hieu qua va giam chi phi Cuoi nhung nam 1990, nhieu webshes du lich dugc lap, tuong lai cua nganh du lich phu thupc nhieu hon vao marketing true tiep no luc canh tranh khong ngirng de dat doanh so nhieu nhat voi chi phi thap nhat Cimg vai kha nang cho phep khach hang truy cap 24/24, nhiing ca hoi kinh doanh true tiep tao bai internet la v6 cung quan de tao can bang Igi the canh tranh K h i nhin lai ta thay bang viec sii dung ky thuat marketing true tiep hien dai, nhieu doanh nghiep nganh du lich nhieu nam da nhan dugc so luong dat cho rat Ian vai chi phi dan v i giam dang ke so vai su dung kenh trung gian Trong internet va thuang mai dien t u mang lai cho cac doanh nghiep nhung ca hoi moi de tang doanh so v a i chi phi dan v i thap hom Nhung de lam dugc dieu mot cong ty can dau t u nhieu vao quang ba true tiep va v i tinh hoa doanh so dat dugc (bang 12.1) Tuy nhien, tien bo khong phai liic nao cung cong Tat nhien, the ky mai nay, internet khong phai la kenh phan phoi nhat, c6 hang loat cac canh cong khac dugc thiet ke nhSm giup nguai tieu dung tiep can san pham mot each thuan tien va de dang S6 c6 mot cuoc chien marketing tranh gianh thi phan giua cac c6 may tim kiem va cac to chuc trung gian cung cap cac websites c6 uy tin, de giup nguofi tieu dung an tam vao thuang mai dien tu M o t cuge chien gay gat khac at cung se xay bai y i nhiSu nha uy thac tham gia thuang mai dien tu, va gianh thi phan phan phoi vai cac nha tien phong c6 ten mien ".com", nhieu nguai so dan mat di uu the ban dau va co the bi xoa so Nhung dai gia nam 1999 bao gom BargainHolidays, Expedia, E-Bay, Preview Travel, Priceline, Travelocity va Travelselect Hg la 309 P H A N I I P H U C HOP M A R K E T I N G DU L!CH cac website dong vai tro nhir la ben thu ba va c6 the sh\g k i t n6i (a muc gia thap hoii nhieu so vai nha ban le) vai moi nha san xuk nganh Tuy nhien, giua nam 2000 nhieu hang hang khong va tap doan khach san tir minh dau tu phat trien cac websites cua rieng minh de cung cap cac dich vu trirc tiep den tay nguai tieu dung Van de chinh tri va quyen luc kenh phan phoi Truac c6 internet, neu chi phi ban dau chi vao marketing true tiep khong tao doanh so theo yeu cau thi can phai bo them tien de thu dugc doanh so quyet djnh Trong truong hop nay, chi phi marketing true tiep moi Ian ban dugc hang tang cao va ky thuat khong hieu qua ve mat chi phi de lam phat sinh doanh so bien te, cai tao sir khac biet giiia lai va 16 hau het cong ty du lich Trong nhirng nam kinh doanh kho khan thuang xay nganh du Ijch, chi phi marketing cao han nira Trong nhirng nam 1970 va 1980, sy that khien uy quyen thuoc ve.tay cac nha ban le Tir 1995, nen kinh te thay doi sau sac, Igi nhuan dat dugc nha vao cac cuoc dau gia va phuang thuc tao doanh so quyet dinh vai gia re thong qua inetrnet Internet, vai sy ket hgp cua cac website va vai nhieu nha trung gian thong tin (infomediaries) '.com' khac nganh du lich, da cung cap each thirc hieu qua nhat de thu dugc doanh so quyet dinh tao dieu kien ly tuang cho cai ma cac nha kinh te hoc goi la "gia can bang thi triroiig- market clearing price' (gia tai tinh trang cung bang cau) Mac du nguai ta hi vgng ring internet se thirc hien vai tro quyet dinh mot each hieu qua han cac kenh phan phoi truyen thong, nhirng quy mo thuang mai dien tu dau thien nien ky mai van nho be va can dugc theo doi can than Quy mo thirang mai dien tu cung khac biet giira cac hang hang khong gia re C O ten tuoi va nhGng khach san - noi nguai ta lui tai thuang xuyen nhung doanh so cac san pham danh cho ky nghi cao cap van khiem ton Mac du sir lua chon trirc tiep hay gian tiep cuoi cung ciing chi la mot bai toan cua doanh thu va chi phi, nhung ngiroi ta van coi no la mot hinh thuc ung hg cac dai ly du lich Khi kenh phan phoi ban le mang ve phan Ian doanh so cho doanh nghiep, ho khong the mao hiem lam phat y cac nha phan phoi de thuc hanh marketing true tiep 310 CHU'ONG 12 M A R K E T I N G T R U C T I E P T R O N G D U L j C H Van de doi dugc nhac den vai cai ten 'chinh tri kenh\u to bao du lich da khong ngot de cap den nhiing no luc cua nguai uy thac truac nha phan phoi, chuoi hanh dong cat giam hoa hong la mot vi du dien hinh Nhieu nha to chuc cac chuyen du lich hanh huong se vui ve sii dung dai ly du lich thang tu, thang nam va thang sau nhung doi vai mua cao diem thi marketing true tiep lai la sir lira chon de dang va c6 lai hom Nhung no lai khong thuc te vi phan Ion cac nha ban le se tir choi lam viec vao mua thap diem trir ho c6 mot chan mua cao diem- thai gian de ban hang, dong thai thu ve nhieu doanh thu va Igi nhuan hon nha gia cao ban Bai vi dai ly du lich khong muon mao hiem mua chinh san pham ma ho ban, nhung cung it kha nang ho se chi phoi cac nha san xuat san pham du Hch theo each ma cac sieu thi da lam vai nhiJng nha san xuat hang nhu yeu pham Toe cat giam hoa hong dai ly cua cac hang hang khong tir nam 1995 la mot minh hoa song manh me cho sue manh kenh phan phoi Ly sir thang thirng ciia easy Jet dugc dua a dau chuong se lam cac dai ly du lich phan no, nhimg la khang dinh sue tich ve chinh tri thuc doi vai cac hang hang khong gia re Doi vai nhung doanh nghiep nho, thong thuong khong c6 su lira chon nao khac ngoai marketing true tiep, v i nguon doanh thu it di hg kiem dugc khong du de hap dan va chi tra dai ly du Ijch Chi mot so cong ty c6 ket noi trirc tuyen vai nha ban le He thong phan hoi qua dien thoai cham chap va khong hieu qua, sach giai thieu thi t6n qua nhieu khong gian trung bay quy bau Nhiing doanh nghiep nho hon tap hgp lai vai cac cgng tac vien vai mot he thong lien doanh nhat lai la mot van de khac, va su lien ket CO the mang lai hieu qua viec hap dan he thong ban le Tiiy nhien, cuoi nhiing nam 1990, inetmet da lam thay doi cac tiep can cua cac cong ty nho nhung sang tao va ma nhiing CO hoi cho cho su viron tai quoc gia, quoc te va toan cau Vai chi phi thap, nhiing doanh nghiep nho nhat c6 the tao lap websites de tiep can true tiep khach hang a mgi nai tren the giai Nhieu doanh nghiep nho da gat hai nhieu ket qua dang kinh ngac Mot so thu ve din 1/3 doanh so hoac han thuc hien theo each Inetmet mang lai nhieu ca hoi cho marketing true tiep vai chi phi re, toe 311 P H A N II P H U C H O P M A R K E T I N G D U UCU cao va tinh linh boat, dieu ma tuong nhu khong the chi mot thap ky truac Cac website dang dan giai phong nhieu doanh nghiep nho tien phong khoi cac bat cap he thong phan phoi truySn thong tao bai qui mo va dja diem PhuoTig phap marketing tryc tiep Bang 12.1 cho thay mot loat cac phucmg phap marketing phan hoi true tiep danh cho nha san xuat nham toi cac phan khiic kliach hang tiem nang Bat k-y chien djch marketing true tiep nao cung ket hop cac phuoiig phap chu khong dung rieng le timg cai Khi noi ve thu tir trvrc tiep ma cac cong tac vien su dung, vi du nhu American Express, da tao cac danh sach dia chi cua ben thu ba Cac danh sach c6 the truy cap dugc voi chi phi tinh tren 1.000 ten Mac dia nguai ta khong ban cac ten cho cac doanh nghiep nhung chung c6 the dugc in va phan phoi vai gia re cho cac doi tac Mot vi du niia la mot tap doan khach san lien ket voi mot nha san xuat thiet bi bao quan, to quang cao cua doi tac se thu hut cung mot nhom khach hang tiem nang, chi phi bao thu, quan ly buu dien se dugc chia deu Marketing qua dien thoai da phat trien rat nhanh tu 1990 nha sir ket hgp ciia cong nghe phat trien dii lieu khach hang, phuong thuc lien lac qua dien thoai va su dai cua cac tong dai (call center) Nhieu san pham cu the, dac biet nganh tai chinh va bao hiem, da dugc phat trien vi muc dich kinh doanh true tiep vai khach hang Mot vai so da c6 mat tren internet va se nhieu nira Theo bang 12.1, cac tong dai c6 the phan hoi lai nhiing thac mac va tien phong di kiem khach hang Cuoi the ky XX, cac tong dai da dugc lien ket vai cac websites va thuong mai dien tu, tao ca che phan hoi ket hgp c6 hieu qua ve mat chi phi viec xu ly viec dat cho tir cong chung, cac hinh thuc lien lac dong mot vai tro nhat dinh he thong phan phoi san pham du lich vai thap nien toi 312 C H U O N G 12 M A R K E T I N G T R U C T I E P T R O N G D U L I C H Thu trirc tiep - Den nhiing khach hang tnrac - Den nhiing danh sach mua hang cua nhung dieu tra c6 muc dich - Qua nhung danh sach dugc so huu bai nhiing bua tiec thu ba - Trong su phan hoi de yeu cau/hoan lai nhiing phieu mua hang tu quang cao - Qua viec gui thu chung vai nhimg doi tac thich hop - Den nhiing ho gia dinh muc tieu dugc lua chon bai vi ho c6 nhiing dac diem lien quan den nhung nguai mua hang dugc biet den Gpi dien/tiep thi - Den nhiing danh sach khach hang muc tieu bang dien thoai - Trong viec nhan dugc phan hoi den nhiing yeu cau (qua tong dai) Den nhiing gia dinh nam day muc tieu Phan phoi den thuoc khu vuc nha a tirng nha - Den nhiing nguai yeu cau a tieu chuan, chang Trien lam c6 han nhu nhiing cuoc trinh dien dua thuyen, lien quan den nhiing cuoc trien lam du Hch va nhiing cuoc du lich cam trai va nha luu dong tren xe Quang cao qua - Vai nhiing phieu mua hang cac phuang tien - Vai nhiing so dien thoai phan hoi, hoac la duang day 0800 truyen thong Trang web va - Duong truyen internet thong qua may vi tinh va tivi CO tac dong qua lai vai van thu dien tu phong va nha cua khach hang Bang 12.1: Nhfrng phirong phap tiep thi true tiep den nhihig khach hang ca nhan Nguon: Middleton, 2003 Chi phi phan phoi tai lieu in an den tan nha c6 the re han gui qua duang buu dien, va kha nang su dung phuang phap vai sir ho trg cua viec phan tich ca so dii lieu c6 the tao cac ky thuat marketing true tilp khac Quang cao tren cac phuang tien thong tin dai chung la lua chon hang dau TV tuong tac nha dugc phat tri^n a Phap su dung he thong Minitel va a Anh la Teletext, mac dii cac cong ty c6 the ton tai nha vao cac phuang tien thong tin dai 313 P H A N II.P H U C H O P M A R K E T I N G D U L I C H chung khac nhung cac ky thuat da lac hau Cac thong ke gan day cho thay hon nura so gia dinh cac quoc gia phat trien du lich se c6 ket noi internet thong qua TV ky thuat so vong 10 nam tai Do vay, internet dugc du doan la kenh chinh cua marketing true tiep Ltfi ich va nhuo'c diem ciia marketing tryc tiep a Tom tat Im ich tiem nang ciia marketing true tiep Nam Igfi ich tiem nang dugc ban luan dual day se khong the dat dugc neu khong c6 sy dau tu ban dau dang ke vao phan cung, phan mem va len ke hoach marketing Can phai c6 sy su dung phoi hop C O so diJ lieu khach hang cho viec phan khuc- djnh vi chinh xac, sy cham chut vao hinh tugng ciia san pham tren website va khau quang cao - in an Ngoai ra, cOng can su dau tu lien ket vao tong dai, va he thong dang ki hieu qua de mang lai chat lugng dich vu khach hang canh tranh va xu ly nhanh thac mac va dat cho cua nguoi tieu diing Vai nhung dieu kien thi cac Igi ich c6 the dat dugc cho dii doi voi nhirng doanh nghiep nho nhat chiu dau tu vao may tinh va modem ca nhan: - Kien thuc chi tiet ve khach hang, khong chi c6 ten, dia chi, ma c6 lang gieng (ACORN) va hanh vi mua hang Dien thoai thuong mai dien tu va co che su dung phieu giam gia da cung cap nhirng nguon thong tin nghien cuu thj trucmg dang gia, nhu nhan dien khach hang moi hay cu, nguoi su dung thuofng xuyen va lam each nao nguoi ta biet den san pham Nhung he thong la nen tang ky thuat de xay dyng CRM c6 hieu qua - Chi phi giao dich thap hon di doi voi kha nang sy hieu qua ve mat chi phi cua viec lam phat sinh thu hoi, bao gom so lugng phan hoi tu moi loai phuong tien thong tin su dung, tu loai hinh quang cao, loai to roi den phan hoi tir thai lugng quang cao NhiJng phan hoi c6 thI dugc phan tich bai phan khuc thi truang, khu vyc thi truong va da dang san pham chao ban Chi phi cho mot cau hoi c6 the dugc giam sat vai chinh xac va chi phi moi Ian dat cho CO the dugc xac djnh neu ca so div lieu dugc tao lap 314 C H U O N G 12 M A R K E T I N G T R U C T I E P T R O N G D U L j C H de lien ket viec dat cho vai cac thu hoi Ket qua cua thuong mai dien tu cung nam nhung phan tich va CO the dugc so sanh true tiep voi hinh thuc lien lac va phan phoi khac - Kha nang luong, tinh hieu qua cua goi nhimg hoat dong thay the de phan hoi lai nguoi hoi nham bien nhung cau hoi doanh thu - Mot bo khung cho nhung cai tien marketing, nha do, marketing thu nghiem voi nhung san pham moi hay dugc nang cap phan khiic moi, phuong thuc truyen thong khac, nhung lua chon khuyen mai thay the hay cac goi phan hoi khac CO the dugc danh gia mot each c6 he thong v o i chi phi re - Kha nang thong qua internet de cung cap cac san pham kem hap dan nham thu doanh so quyet dinh thong qua cac website chuyen nghiep va dau gia so, nham vao khach hang tim kiem cac mon hoi, dac biet la cac san pham c6 thuong hieu luon dugc biet den Nhom nam Igi ich tren cua marketing true tiep la co ban de lam marketing c6 hieu qua ve mat chi phi Chung thuc sir huu ich cho cac doanh nghiep qua nho de quang cao qui mo lom, hay tiep can CO hieu qua ve mat chi phi thong qua kenh phan phoi M o t Ian nua, can nhan manh rang Igi ich bat nguon tir viec su dung cong nghe thong tin ma truoc day van chua bien Pham v i nhung nha su dung tien phong dat dugc Igi the canh tranh la rat Ion Luon nhorSng cac dai gia frong nganh du Ijch, nhu khach san cac cong ty cho thue xe va hang, hang khong se c6 lugng khach thuong xuyen nhieu hon, day la yeu to song cho Ijgi nhuan cua hg, su can bSng Igi the canh tranh phai di doi v o i marketing true tiep Se khong c6 tro ngai gi neu cac tap doan khach san va hang hang khong canh tranh gay g4t hon nhung nam toi de giu khach hang trung bang viec cung cap da dang hinh thuc hoi vien hay ke hoach cau lac bg, qua tang cho nhung khach hang thuong xuyen, hay nhung sap xep dac biet khac Su linh hoat c6 dugc nho vao cac co che marketing trirc tiep cung rat quan trgng Mang luoi phan phoi can phai co sy to chuc va len ke hoach can than, cong voi su khuyen khich va trang bi lien tuc 315 P H A N I I PHirC H O P M A R K E T I N G D U LICH Ngugc lai, quang ba san pham qua website chi can lam va sua doi vai hay vai gio, c6 nhu cau b Nhitng bat Iffi chinh cua marketing true tiep Nhieu nam qua, mac du marketing true tiep luon hieu qua ve mat chi phi de thu hut khach hang dat cho truoc, nhung bat Igi Ion nhat cua no la kha nang kem viec dam bao ban hang lugng Ion vao phut cuoi Doi voi nhieu nha to chuc tour va nha van chuyen, mot he thong phan phoi ban le tam quoc gia la ca che nhat c6 the gay chu y va xuc tien cho trong hay tuan truoc khai hanh cua cac chuang trinh hay lich bieu cua ho Trong thai gian nay, doanh so la rat quan va anh huang Ian den Igi nhuan Su dung moi lien he true tuyen vai tai nguyen cua cong ty, cac dai ly c6 the cung cap dich vu dat cho tam quoc gia vai toe va sir linh boat ma marketing true tuyen khong the sanh kip Do chinh la quyen lire rat Ian cua cac he thong phan phoi doi vai doanh nghiep Nhung gia day nha vao internet, dac biet la website va cac trung gian thong tin (infomediaries) chuyen ban hang phut cuoi, mot thi truang ao toan cau 24 gia xuat hien, c6 the truy cap tir nha hay qua dien thoai di dgng No tao cac co hoi de quang ba va thay doi gia ca lien tuc cac giai ban thai gian den gan Nhiing viec kinh doanh nhu vay dang tang truang nhanh chong dong thai vai viec tang truang cac phuong tien truyen thong toe cao T O M T A T CHlTOTVG Chuang xu ly lira chon marketing chien luge ca ban, lien quan den phuong phap va chi phi bao gom viec tao sir nhan biet san pham va dat doanh so doi vai cac doanh nghiep thuoc moi qui mo va loai hinh nganh du lich Do la sir lira chon anh huang song den vi the canh tranh va hieu qua ve mat chi phi marketing Viec su dung ky thuat marketing true tiep, ket hgp internet dugc nhieu nguai ling hp bai vi no phu hgp nhiem vu marketing la lam sinh thu hoi gia, bien chiing viec dat cho, dam bao khach hang thuong xuyen va tri qua he khach hang Day cung la van de song doi vai phan Ian cac doanh nghiep nho khong the su dung kenh phan phoi ciSng nhu vai nhieu 316 CHUONG 12 MARKETING TRl/C TIEP TRONG DU LICH cong ty khac dang ket hop chieu thi true tiep-gian tiep va dang tim kiem su can bang tat ca cac nuac, so lucmg cac cong ty du lich chi ban hang qua dai ly ban le la rat it, va mac dii ho c6 nhieu sue manh nhiing lanh vuc rieng nganh, nhung cung chi la mot truong hop dac biet, va khong tao nen bat ki quy luat nao Su that cho thay marketing true tiep thuc su la mot chuan muc nganh du lich, va su gia tang dang ke so lugng dai ly du Ijch chi la hien tugng tarn thoi nua euoi th8 ki XX, no phan anh mot giai doan eu the nhu cau nguoi tieu dung, va su phat trien cong nghe thong tin va lien lac, hien dang dan dugfc thay the boi nhiing cong nghe tan tien hon chi phoi khach hang va doanh nghiep qua trinh trao doi- tam diem marketing Can can giira marketing true tiep va gian tiep phu thuoc nhieu nhat vao chi phi tren moi giao dich, tiep den la viec thich nghi vai cac CO hoi va moi nguy lien quan den su thay doi nhanh chong cua cong nghe thong tin- yeu to lam thay doi lien tuc chi phi phan phoi va ban hang Thu ba su can hang la mot van de ehinh tri kinh doanh du lich phan anh quyen lire tuong doi ciia cong ty va cac dai ly ban le qua trinh phan phoi Cuoi cung, chuong nhan manh quan diem rang ngoai vai tro quyet dinh doi vai chi phi kinh doanh, marketing true tiep su dung ICT hien dai mang lai them nhieu Igi ich thong tin, bao gom kien thuc ve nguoi tieu ddng ca che marketing quan he, thong tin chi phi truyen thong tinh tren moi Ian dat cho, ca so sang tao, va phuong tien ban hang phut cuoi Nhiing Igi ich d^c biet dang gia cho hang ngan doanh nghiep nho, gia day ho c6 the, Ian dau tien, vuon tai nhvrng khach hang tiem nang nuac va toan cau CAU HOI ON TAP VA THAO LUAN Dac trung cua ban hang du lich va lira chon chien luge chu yeu? Xac dinh cac phuong phap marketing nham dat doanh so Ban hang true tiep hay marketing true tiep? Tam giac marketing cho nha san xuat, nha phan phoi va khach hang 317 P H A N II P H U C HOP M A R K E T I N G D U L I C H Lira chon chien lugfc va cac van dung: quan niem dang thay d6i Van de ve quyen lire cua kenh phan phoi Cac phuong phap marketing trirc tiep Tom tat cac tiem nang cua marketing true tiep Chon mot doanh nghiep l u hanh mot khach san, nha hang, khu giai tri, hang hang khong hang van chuyen vung ma ban biet, tim hieu xem ho da thuc hien cong viec marketing true tiep nhu the nao? 318 ... san pham du lich dugc dan dung kich ban V i du, viec cung cap dich vu a cong vien chii de cua tap doan Disney su dung kich ban, nhung hau het cac kich ban du lich va l u hanh 154 CHUONG MARKETING. .. niem tren dugc ung dung cu the mot vai trirong hop dac biet, vao nhirng thai diem dac biet Tuy vay, mo hinh phuc hop TPs dugc coi la tuang doi bien, dugc ung dung rong rai dich vu va du lich Quan... G T R U Y E N THONG Dinh nghia marketing mix Marketing mix c6 the dugc djnh nghia la "phirc hgp cua cac yeu to marketing c6 the dieu khien dugc ma cong ty sir dung de thirc thi ban hang thi trirong
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