Marketing đô thị ở amsterdam và khả năng ứng dụng cho các đô thị việt nam

TAP CHJ CONG THUUNG MARKETING DO THI AMSTERDAM VA KHA NANG ifNG DUNG CHO CAC DO THI VIET NAM • BUI THI HOANG LAN TOM TAT: Cde nghien cffu marketing thi hien dai thffdng tap trung vao hai mdng la thffc hdnh va hpc thudt Tren thffc te van ton tai mpt so' cdu hoi ve tiem ndng cung nhff anh hUdng cua cdng cu marketing dd thi nhdm thuc d£y phdt tri#n kinh te', vdn hda vd xa hpi dd thi Cd thd' nhdn tha'y mpt khoang each nhd't dinh giffa cde d^ xua't ly thuy6't va trie'n khai thUc tien marketing thi hien dai Bai vie't nghien cffu ve thffc hanh marketing va xay dffng thUdng hieu eua Amsterdam de thd'y ro sff phdt trien dung hffdng ciia ly thuye't marketing dd thi vd nit ngan khoang each giffa ly thuye't vdi thifc hdnh Phan tieh thffc te trien khai marketing thi hieu qua tai Amsterdam de nit bai hpc kinh nghidm va kha ndng ffng dung cho cdc dd thi Viet Nam Tiif khda: Marketing dd thi, chie'n Iffdc thi ben vffng, thUdng hi6u dd thi, Amsterdam Dat va'nde Trong nhieu thap ky, cdc dd thi tren toan the gidi tang effdng ffng dung cdc edng cu vd trie't ly marketing de ddp ffng cdc muc tieu chien Iffdc phdt trien ben vffng dd thi Marketing thi da trd mot Imh vffe nghien cffu ehinh thffc va mot phan nganh hpc thuat dang tren da phdt trien, vdi nhieu nghien cffu ve quy trinh maketing dd thi (Ashworth va Voogd, 1990; Kotler va cdng sff, 1999); ve thUe hanh marketing thi (Gold va Ward, 1994; Berg and Braun, 1999) Tuy nhien, viec nghien cffu chuyen sau marketing lanh tho cac thi cung cho tha'y nhffng khd khan va khdc biet ddc trffng dmh vi va dong lUe kinh te' cua cdc dd thi Bai viet nghien cffu thUc hanh 248 So 14-Thang6/2020 marketing tai hai dd thi d Chau A (Amsterdam va Budapest), dUa nhffng phan tich ve cac ho?t dpng marketing hien tai va eae de xua't phUdng hffdng phdt trien ly thuye't vd ffng dung marketing dd thi vao thffe tiln tffdng lai Marketing tbi dffdc coi la mot qud trinh dh\ ban tff phan tich hien trang, cd hdi, tai san thi (Kavaratzis va Ashwworth, 2007); xdc dinh va lUa chpn tam nhin, muc tieu phdt trien ben vffng cho tbi; cu the hda ke hoach/ dff an cho cac chii the tham gia phdt trien dd thi, thffe hien cac edng cu va trie't ly marketing ve khdng gian ldi chinh, lo ehffc va qudng bd (Ashworth \a Voogd, 1990); Theo ddi va ddnh gia thudng xuyen ket qud cua boat ddng marketing dd tbi Hoat ddng qudng ba QUAN Til! gilAIILY thi gdp mpt phtn nho toan bd qud trinh marketing thi va khdng thd' thay the' eho thUc hanh marketing chie'n Iffdc Xay difng thUdng hieu dd thi, nhieu trffdng hdp dffdc hi^u la sff phdt tnen logo va khau hidu quang ba thi (Kavaratzi, 2004) Trtftfng hdp nghien cii'u dd thi Amsterdam, Ha Lan Amsterdam, la thi ndi tie'ng ve van hda va sif ddi mdi Vdi vi tri la trung tam van hda cua qud'c gia va qud'e td', Amsterdam da tffng nhieu lan hi de dpa bdi sff canh tranh gay gat tff ede thi va ngoai nffdc (European Cities Monitor 2015, 2016) Amsterdam cung tham gia vao chie'n Iffdc marketing va dinh vi canh tranh (Kavaratzis va Ashworth, 2007) nham cdi thien sffe ha'p dan cua Amsterdam mdt du khdch dia phffdng va qud'c te'de phdt trien hinh anh qud'c td'cua dd thi Amsterdam cd ddng lu'c chinh de d^u tff manh me vao thffc hanh marketing thi Thff nha't, dd la nhu cau cdi thien vi the' eua Amsterdam cdc bang xe'p hang dd tbi, dai dien cho gdc nhin ve ndng life canh tranh hen thi (Kotler va cpng sff, 1999; Berg va Braun, 1999) Thff hai, nhffng ye'u to chinh ve hinh anh qudc tecua dd thi gan lien vdi quan diem tff da lam lu md eae khat vpng phat trien khde cua thi Marketing dd thi nhff mdt phffdng thffc dinh hinh lai hinh anh thi va xay dffng thffdng hidu dd thj Cud'i cung nhffng khong kem phan quan trpng, dpng Iffc la marketing thi la mdt cdng cu long ghdp hieu qua vao quan tri dd thj (Kavaratzis and Ashworth, 2015) Vi vdy, marketing dd thi khdng dffdc goi la mdt cd che' giai quye't khiing hoang va cung cap cac giai phap tffc thdi cho cac vd'n de khd'n cd'p, ma la mdt chie'n Iffde chu ddng, mdt cd chd' phdng ngffa khung hoang vd cd tinh dinh hffdng lau dai Bai vie't md ta thffc hanh marketing dd tbi da dffdc thffc hien tai Am.sterdam Khdi dau cua hoat ddng maketing la thffe hidn mot qud trinh nghien cffu dai hdi va cong phu Trffde he't, mot nghien ci3\i chuan mpt cd quan truyen thdng (Gemeente Amsterdam, 2003) thffc hien, da dffdc dffa so sdnh vdi thuc tidn marketing thi d dd thi (Barcelona, Beriin, Dublin, Rotterdam) Viec Iffa chpn cdc thi dffa trdn cd sd cd phdi Id do'i thu eanh tranh cua Amsterdam hay khdng Nghien cffu di de'n mdt ke't luan chung Amsterdam can phai tang cifdng cdc boat ddng marketing dd thi Nghien cffu ciing cbi Amsterdam chffa tan dung nhffng diem manh nhu bo'n dd thi cdn lai, ciing nhff chffa gidi thieu the manh cua minh vdi du khdch qud'c te' va chffa dffa cdc gid tri cd't Idi ve ban cha^t cua thi (Gemeente Amsterdam, 2003) Ngodi ra, nghien cffu cung xdc dinh sff thieu quan tdm eua dd thi dd'i vdi thffdng hieu Amsterdam, cac dd thi khac lai rat chu de'n thUdng hieu tbi Mdt cdng ty tff va'n da nhdn nhidm vu de xud't cac phUdng phap, muc tieu, quy tnnh marketing dd thi va de xua't mpt cd'u tnic td chffe phti hdp, hieu qua Nhieu cudc phdng van dupe thuc hien vdi nhffng ngffdi cd vai trd quan trpng thi, nham xdc dinb quan didm eua ngffdi dffdc phdng van vi cdc didm ddc ddo cua Amsterdam dd thie't lap lai cdc gid tri chinh dffa tren ede hoat ddng marketing vd xay dffng thffdng hieu Ke't qua dffde ke't hdp vdi cdc nguon thong tm khdc, cu thd ia tai lieu chuyen nganh ve marketing thi, tai lieu chinh sdch va sdch budng ddn du lieh (City of Amsterdam, 2003) Dffa tren phan lich tff dff lieu thu thap dUdc, tdng hdp 16 chieu hffdng chung nhd't, dai didn day du cho tinh linh boat cua Amsterdam va y nghia cua no dd'i vdi khach du lich (City of Amsterdam 2003) Sau dd, nd lUc giai quye't van de theo hUdng tff dUdi len, hp da md rdng nghien cffu ve eU dan cua dd thi bang bang cau hdi Nhffng ngUdi dffdc hdi phai ghi diem ddnh gia dd thi dffa tren 16 chieu hffdng da cho Danh gid dffdc sff dung de thie't lap mdt bffc tranh ve cde ffu tien vd ed hdi cho viin eanh hien tai va cho nhffng gi thi dang hffdng tdi, dffdc thd hien theo ad dd hinh mang nhen (Hinh !) Giai doan thff bai eiia sang kie'n marketing thi la xae dinh tam nhin eho thi, dffa cac muc tieu marketing ehinh chieu hffdng so' 16 chieu hffdng neu tren dffdc Iffa chpn Id "chieu hffdng ffu tien" nhdm tap trung vao cac thffc hdnh marketing dd thi (dd thj vdn hda, dd thi kenh dao So 14 - Thang 6/2020 249 TAP CHi CONG THIftfNG Hinh Sd hinh mang nhen TP Amsterdam Do thi kenh dao Ddthi nghe thuat Ngucfi dan Do tbi phiic hop TINH HINH HIEN NAY dd thi hdi hpp, dd thi tri thffc, dd thi kinh doanh va thi dan cff) chieu hffdng dau tien dffdc coi la then ehd't vi la tai san quan trgng eua Amsterdam Mue tieu eua marketing thi la tri va phat trien vi tri cua Amsterdam chieu hffdng dau va ciing cd' vi the cua Amsterdam chieu hffdng lai Hdn nffa, Amsterdam da ehpn each phan biet chinh minh thdng qua sff ket hdp cua gia tri cd't Idi xay dffng thifdng hieu ciia dd thi Nhffng gid tri dd la sff sang tao, ddi mdi va trie't ly kinh doanh, la nhffng the manh cua dd thi nhieu the ky qua (Bang 1) 250 So 14-Thang 6/2020 Ddthi thdng minh ^° ^^ ^ ^ n tnic Bang Cac thdnh vien to chtfc truyen thong thj cua Amsterdam (Amsterdam Porners) bd cija Amsterdam (Bp Tmyen thdng, B6 Kinh te, v.v ) Vung Amsterdam (8 thj va tinh phia Bac Ha Lan) Cdng ddng Kinh te (Phong thuong mai khu vUc va mdt s6 cdng ty tU nhan td cac cdng ty da qud'c gia Idn den cac cdng ty nho) Thanh viSn giao udc (8 to' chdc mariteting th| cd vai tro chu dpng hd'trd va tu van cac chien luac va cac v5n de thuc tien) Ngudn City of Amsterdam {2004 Trang 31) QUANTRI-QUANLY Dieu phd'i hoat ddng marketing thi theo hinh thffe dd'i tac cdng - tU (PPP) hay dUdc gpi la td chffe truyen thdng Amsterdam (xem Bang 1) T^m quan trpng cua sff phd'i hdp marketing dd thi ra't rd rang, dac biet la kbi kidm tra cdc boat dpng hang cua cac nha qudn ly thi (Czamiawska, 2002) Phan Idn nhffng ngUdi tham gia vao hoat dpng marketing cua Amsterdam va cdc van ban bdo cdo ve hoat ddng marketing dd deu quan trpng dd'i vdi sff hdp tde giffa cae chu the Marketing thi phu thude vao viee tich hdp cdc ITnh vffc chinh sdch va bien phdp khdc dd thiic day hdp tac giffa cdc td chffe Cd ca'u td chffe ma dd thi da chpn rd rang nham muc dich tham gia va hdp tdc rdng rai Dd la mot nhffng didm then chd't cua toan bp hoat dpng marketing dd thi dff an marketing chinh da dffdc thdng qua sau cdc vien td cbffc truyen thong dd thi cua Amsterdam dffa quye't dinb: Cac sff kien vdn hda Dffan Khdch san Chinh sach tuydn truydn quang bd qud'c lemdi cdng thdng tin Internet mdi Cde dff an "Ngpc trai" Mdt chidn dich xay dffng thffdng hieu thi mdi Bdi vie't tap trung vao chie'n dich xay dffng thUdng hieu Y tffdng ehinh dang sau chien dich xay dffng thffdng hieu gan day la Amsterdam qud khff cd qud nhieu khau hieu thffdng hi$u Vi du: "Amsterdam Has It", "Small City Big Business" - dd thi nho, kinh doanh Ldn va "Cool City" - thi "Ngau" Cach tiep edn mdi dffa trdn hieu bid't ve viec xay dffng thffdng hidu can tinh lien tuc va khau hieu can cd thdi gian de dffdc cdng nhan va thieu ffng lan toa Mpt dinh vi dd thi mdi, mdt thffdng hieu dd tbi mdi se dai dien cho cac ldi ich va gia tri eua thi (City of Amsterdam, 2004) Khau hidu mdi cua ddthi Id "I Amsterdam" vd dffa tren ddnh gid kha'u hieu dd rd rang, nga'n gpn vd quyen life "1 Amsterdam" dffde coi la dd nhd va cd tiem nang ldn Muc tieu la dd nhieu to chffe, cdng ty, cdng dong, dan cff dd thi va sff kidn cd the hffdng ldi tff thffdng hieu dd thj mdi Xay dffng thUdng bieu dd thi Id each tie'p can tdp trung vao dd tbi ThUdng hieu dd thi Id mot ca'u tnic da chieu, bao gdm cdc ye'u to' cbffc ndng, cdm xiic, quan he va chie'n lUdc tao mpt tap hdp each tie'p can ddn nha't suy nghi cua edng ehung (Aaker, 1996, tr.68) Ca'u triic la nhffng gl can cung cap hffdng dan cho ta't cd cdc hoat ddng tie'p thi, de dat dUdc sff thd'ng nhd't cde thdng diep dtfdc gffi va "cdc cdu ehuyen" kd ve dd thi nham xay dffng thffdng hieu dd thi (Kavaratzis, 2004) Bai hpc rut tiJf thiYc hanh marketing thi tai Amsterdam Qua phan tich mpt so' khia eanh eua viec thffc hien marketing thi d Amsterdam,rd rang Amsterdam da trdnh dUde hai cam biy phd bie'n nhUng nghiem eua marketing thj Ddu tien, hp da khong bdt dau va ke't thuc mpi boat ddng marketing bang mot chien dich qudng eao Thff hai, hp da chpn mot chie'n Iffdc nham gidi quye't hoac ed y dinh giai quye't cdc nhu cau khdng chi cua ngdnh du lich ma cdn eho cdc hoat ddng kinh te'dd tbi Marketing dd thi d Amsterdam hien da dat de'n giai doan tridn khai tinh te' hdn so vdi qua khff va cd da'u hieu cua mdt phffdng thffc tie'p can dinh hffdng theo nhu cau Cdch tie'p can mdi da thdnh edng viec dat dffde sff dong thuan va thd'ng nha't tff nhieu ehu thd marketing dd thi Mpt ldi the' dang kd marketing dd thi thffe hanh tai Amsterdam la cd sff dong thudn va hd trd rdng rai ve chien Iffdc va td cbffc Ngoai ra, cung ed mdt thda thudn ve tie'p thi va xay dffng thffdng hieu thi la cac boat ddng dai ban can co tam nhin, chie'n Iffdc, ke hoach va dff an thffc hien phu hdp Kha nang u'ng dung thrfc hanh marketing thi cho cac thi Viet Nam Bang trinh bay tdm tdt cdc ke't qua chinh cho thffc hdnh marketing thi d Amsterdam Dffa tren nhffng ket qua dffdc trinh bay Bang tdc gia phac thao mdt so' va'n de lien quan de'n marketing thi vd xa\ dffng thffdng hieu dd thj hffdng tdi phdt trien ben vffng va giai quye't nhffng So 14-Thang 6/2020 251 TAPCHiCONCTHIfdlie 16 bdng nha't dinh giffa ly thuyet ve marketing dd thi vd cdch thffc ma marketing dd thi dffdc hieu va thffc hanh d cdc thi (Bdng 2) Do'i vdi cac dd tbi d Vidt Nam, vd'n de marketing thi eon rat mdi me ca hoc thuat va thffc tidn Vi vay, can thie't phdi ed nhffng nghien effubaibdn, hpe hdi kinh nghiem tff cdc thi cdng d chau A, My va thffc nghiem marketing dd thi d pham vi nho cde thi dac biet nhU Ha Npi hay Thanh phd' Ho Chi Minh de nhdn rpng cdc lanh thd rdng hdn Nhffng nghien cffu ffng dung marketing dd thi d Bac Au (Helsinki, Stockholm va khu vffc Copenhagen Meltropolitan) dai dien cho cdc phd' thi Idn d viing bidn Baltic lien minh chau A ViJng bien Baltic dang trd mpt trung tam quyen Iffc khu vffc Ddng Bdc chdu A Vung Chicago dffdc chpn la dd'i tffdng nghien cffu tff My cd nen tang ffng dung marketing thi lau dai Ke't qua cua nhiJng trffdng hdp Bac Au cung dffdc so sdnh vdi Chicago, My Cde gidi phdp khac nhau, thdng qua hdp tac bien gidi bode tham gia cde dff dn khu vffc trd nen khd phd bie'n Tinb nang ddng tren todn bd khu Bang C d c ket qua chinti c u a nghien cifu tinh hudng v e thiic hdnh Marketing ttij d Amsterdam Thanh Amsterdam Lpi ich marketing Cao Hieu biet chung ve marketing Hieu biet vg marketing va qua trinh marketing No'luc het minh qua trinh sau Nghien cdu th| trudng ben vdng Vai trd cua marketing phat trien va bo muc tieu Vai trd rdng Idn cua marketing Muc tieu to Idn bao ham hang loat ITnh vUc Hau het han che dd'i vdi sffe manh quang cao cua xay Hieu/ThUc hien xay dung thUdng hieu dung thuong hieu I Chien dich nang dpng Phat trien tam nhin dai hgn Phat trien tam nhin cd the gay tranh cai Dac thu dai han ro rang CO cau td chdc thoa dang Cd cau to chdc/Hop tac Co gang hop tac rdng rai Hd'trd rpng rai ve chien Iupc Tham gia cua cdng dong khu vuc Cd sd tang Chien lUdc canh quan Hanh vi va cd hdi Truyen thdng Khdng rd rang phat then tam nhin Trang thai trudc day dii I Han che tich hdp chien luoc marketing I Han che tich hop chien luoc marketing I Kenh rach duoc sd dung nhieu quang ba No'luc han che Co gang nham muc tieu vao ca nhdn sang tao Oay diiTSp trung vao ngudi Ngudn: Tdc gid longhpp 252 So 14-Thang 6/2020 QUANTRI-QUANLY vffe chau A dang thay dot, vi du viing Baltic ed the se trd ngUdi din dffdng cho thi trffdng mdi va manh phdn Ddng Bac chdu A Thue te cho tha'y, mdi irUdng diy bie'n ddi va thdch thffe ndy, dd thi Viet Nam ndi chung can thffe hien mot kd hoach marketing thj mang tinh chien Iffdc dd tan dung dffdc nhffng tie'n bp ma cdc dd thi chau A, Chau A, My da dat dffdc Hoach dinh chie'n Iffde marketing thi khdng phai la mdt nd Iffc ddn le nham giai quye't mdt cudc khung hoang hay tham hut tdi chinh dd thi ma bao gdm mpt qud trinh lien tuc linh boat va quy md dd giiip cho mot dd thi ed kha nang dd'i dau va thich ffng vdi mot thi trffdng ludn bien dpng Ket luan Vi$c lap mot cd quan tap hdp day du cdc ben lien quan va phd'i hdp hanh ddng la didu ctn thiet cho ba't ky nd Iffc marketing tbi nao Can md rpng nhan thffc va hdnh ddng ve marketing thi eho cac ITnh vffc khdc ngoai thu hut phat tnen du lich vd diu tff theo binh thffc dd'i tdc edng tff, Cac dd thi khdng chi la didm de'n du lich va tap trung nd life marketing vao viee thu hiit du khdch dang ban che'bieu qua ciia marketing Chdu Au cd nhffng dd thi xua't sac vide thu hut dau tff, nhdn cong, khach du hch, life Iffdng lao ddng lanb nghe, nhom cac nganh cdng nghiep quan trpng va sff da dang ve eon ngffdi va ngdn ngff Chinh quyen dd thi ed y thffc va trach nhiem thUc hien cdc boat ddng marketing Chie'n Iffdc thdnh cong bao gdm viee nghien cffu tbi trffdng dd thi, thu hut ngudn tdi chinh da dang, quan ly va tie'p thi cd sd tang dd thi Vai trd cang quan trpng cua cdng nghe thdng tin va cd sd ba tang thdng tin viec thffc hien ke hoach marketing dd thi Trong cd sd ting, vd'n vd Iffc lffdng lao ddng lanh nghe rat can thie't cho doanh nghiep kinh doanh thi cdng nghe tao cd hdi va nang cao khd nang ndm bat cdc cd hdi dd Viee qudn ly qud tnnh trao ddi thdng tin cd tam quan trpng dac biet, marketing dd tbi bao gdm cde boat ddng nhu tao lap va khue'cb trffdng hinh tffdng dd thi, phan phd'i thdng tin Cong nghe da hd ttd vide sff dung rdng rai internet, fax va mdy tinh xdeh tay nhffng ta't ca tie'n bd ddi bdi phai qudn ly ky nang va chie'n Iffdc trao ddi thdng tm Nhieu thi phdt tnen chie'n Iffdc quang ba binh anh, thffdng hieu, viet thdng cdo va quang eao ram rd tren cdc phffdng tien truyen thdng Ta't ca cdng viec ddi hdi phai xdc lap chien lUdc qudng ba hieu qua boat dpng marketing thi • TAI LlgU THAM KHAO: Aaker, D A (1996), Building Strong Brands, New York: Free Press Ashworth, G.J and Voogd, H (1990), Selling the City: Marketing Approaches in Public Sector Urban Planning London: Belhaven Press Berg L Van Den and Braun, E (1999), Urban Competinveness Marketing and the Need for Organising Capacity Urban Studies 36 (5-6), pp 987-999 City of Amsterdam (2003) Choosing Amsterdam: Brand Concept and Organisation of the City Marketing Amsterdam Kavaratzis M 12004) From city marketing to city branding: towards a theoretical framework for developing city brands Place Branding (1), pp 58-73 Czarniawska B (2002), A Tale of Three Cities or the Glocalization of City Management Oxford: Oxford University Press So 14-Thang6/2020 253 TAP CHl CONG THtfdNG Mora, L.,& Boiici, R (2017) - book chapter- How to become a smart cm- learning from Amsterdam IN A Bisello, D Vettorato, R Stephens, &P Elisei (Eds.), smart and Sustainable Planning for cities and Regions: results of SSPCR 2015 (pp251-266) Cham Sponger Available on ResearchGate Sabina J., Ngd Thanh Nam (bien dich), (2017), Thdnh phd thong minh - nen tdng, nguyen ly vd dng dung, NhS xua't ban Chinh tri quo'c gia sU that Le Thanh Hai (2018), Phdt triin thi nen kmh te ndi kel, Nha xua't ban Chinh tn qudc gia sff thait Ha Npi Ngay nhan bai: 20/5/2020 Ngay phan bidn danh gia va sii'a chifa: 29/5/2020 Ngay cha'p nhan dang bai: 10/6/2020 Thong tin tdc gid: TS BUI THI HOANG LAN Trifffng Dai hpc Kinh te'Quo'c dan CITY MARKETING PRACTICES OF THE CITY OF AMSTERDAM AND THE APPLICABILITY OF CITY MARKETING IN VIETNAM • Ph.D BUITHI HOANG LAN National Economics University ABSTRACT: Modem city marketing studies often focus on academic and practical aspects In fact, there are still questions about the potential as well as the impact of city marketing tools on promoting urban economic, cultural and social development of cities There are certain gaps between theoretical proposals and practical implementation in modem city marketing This sutyd focuses on the city marketing implementation and branding practices of the city of Amsterdam to clearly point out the right development of city marketing theories and shorten gaps between theories and practices of city marketing This study also analyzses the city marketing practices of Amsterdam to draw lessons and experiences for Vietnam's cities Keywords: City marketing, sustainable urban development strategies, city brands, Amsterdam 254 So 14-Thang 6/2020 ... cifu tinh hudng v e thiic hdnh Marketing ttij d Amsterdam Thanh Amsterdam Lpi ich marketing Cao Hieu biet chung ve marketing Hieu biet vg marketing va qua trinh marketing No'luc het minh qua trinh... hien phu hdp Kha nang u'ng dung thrfc hanh marketing thi cho cac thi Viet Nam Bang trinh bay tdm tdt cdc ke't qua chinh cho thffc hdnh marketing thi d Amsterdam Dffa tren nhffng ket qua dffdc trinh... thiYc hanh marketing thi tai Amsterdam Qua phan tich mpt so' khia eanh eua viec thffc hien marketing thi d Amsterdam, rd rang Amsterdam da trdnh dUde hai cam biy phd bie'n nhUng nghiem eua marketing