NGHIEN CiKU-TRAO DOI NGHIEN CCfU LY LUAN VE MARKETING TRUC TUYEN TRONG HO/VT D O N G THONG TIN THU? VIEN Nguyen Manh Nguyen Trudng Bai hoc FPT Tom tit: BAI viSt de clip dgn nhOng vSn dS ca bin cQa ly lu$n ve marketing tri/c tuyin hoat d0ng thdng tin-thu vi$n Trong do, di sSu phan tich ndi ham khai ni$m, cd xem xit tdi si/ khac bi(t giUa marketing tn/c tuySn vdi marketing truyen thdng, tlm nhOng dSc trung co bin c marketing tn/c tuySn Ddng thdi, nghiSn cdu vai trd, ndi dung, nhdng y6u td tac ddng vi cac tieu c danh gia hidu qui cOa marketing true tuydn hoat ddng thdng tin-thu vien Tif khda: Hoat ddng thdng tin-thu vign; marketing true tuy^n Theoretical research on online marketing In information-library activities Abstract: The paper addresses the basics of online marketing theory in information-library activities In-depth analysis of conceptual content, with consideration of the difference betwe online marketing and traditional marketing, find out the basic characteristics of online marketing tile same time, research the role, content, impact factors and criteria to evaluate the effectivene of online marketing in information-library activities Keywords: Library-information activities; online marketing Npi ham khai niem marketing triic tuyIn hoat ddng thong tln-thuvlen 1.1 Dinh nghTa mari(eting tn/c tuyen hoat dong thong tin-thu vien Td nhdng thap ky cudi cua t h i k j XX, sU xuat hien eua internet, da va dang iam thay ddi phUdng thdc giao tilp xa hpi, xda b6 mpi khoing cich v l khong gian va thdi gian Internet da trd thinh edng cu hd trd dSc luc chp cac heat dpng marketing eda cac Cd quan, td ehde doanh nghiep nham gidi thiiu, quing ba s i n pham, djch vu cHa minh Marketing trde tuyIn da va dang dupc Ung dung rong rai nhieu ITnh vuc khie nhau, dd cd Tnh vUe TT-TV Sukien la budc ngoit mdi eda marketing, SUpc^xem nhu la giii phap hoan hio gidp cac td ehde de dang dat dUde mue tieu da d l Hiin nay, khai niem marketing trde tuyIn liupc sd dung vdi nhilu ten gpi khac ^^ nhu: Electronic Marketing (E-marketing), Internet Marketing, Online Marketing, Theo Philip Kotler: "Martei/ng true tuyen la qua trinh lap ke hoach ve 4P - Sin pham, C3ia, Phan phoi va Xuc tien thddng mai doi vdi sin pham, dich vu va y tudng de dap dng nhu cau cua tochdc va ca nhan dua tren cac phuang tien dien tCt va internet' [5, tr 45] David Kurtz va Louis Boone cdng eho rang: "Marketing dien tU (electronic marketing hay e-marketing) la qua trinh chien iUdc nham tao ra, phan phoi, xuc tien va dinh gia hang hoa cung nhU dich vu tdi thi trudng muc tieu, thdng qua internet hoac cac cong cu ky thuat so' [3, tr 79] Con theo Dave Chaffey va Finona Ellis-Chadwick: "Marketing trilc tuyen la qua trinh dng dung internet va cac cong nghe ky thuat sd ket hdp vdi cac phUdng tien truyen thong de dat duac cac muc tieu marketing" [4, tr 11 ] T H N G TIN VA TU LIEU - 6/2019 |19 NGHIEN CUfU-TRAO DOI Hi8n nay, tran the gidi, marketing trde tuyIn da dupe dng dung rang rai ITnh vuc TT-TV Dua vdo met sd djnh nghTa trdn, cd t h i hieu rang, marketing true tuydn la qua trinh dng dung eae eang cu nhu website, email, mang xa hpi, tren nen ting internet va ky thuat sd cho tpan bp ndi dung hoat ddng nghien cdu nhu cau cua khich hing va quing b i cac s i n pham, djch vu cua to ehde nham nang eao hieu q u i hoat d6ng cua minh Va marketing true tuyen hp?t ddng TT-TV la q u i trinh dng dung eic cdng cu nhu website, email, mang xB hdi, trin nen ting internet va ky thuat sd vao hoat ddng nghien cdu nhu cau ngiidi dung tin (NDT) va quing ba eic s i n pham, dich vu TT-TV nham ning eao hieu q u i hoat ddng eda td ehde khdng ed thdi gian^chlt Nhd co the nhanh chdng n i m bat nhueau ^"'^^^^l va quing b i cie SP&DV =0"9 "'^„'^t"f ^DT cua Cd quan, td ehde tdi mpi dpi tddng NU moi Idc, mpi ndi Ba la, cd tinh tddng tie eao 3'?^''^"J^^ qia TT-TV va NDT bdi sU tiep can trao doi thdng tin dd ding, nhanh