N g i ^ Tili Thffi Hfi T? )̂ chi iCHOA HOC & CONG NGHE 152(07)/2 107 112 M A R K E T I N G X A H O I N A N G C A O N H A N T H U '''' C C U A C H A IME T R O N G VTEC G I A O D U C C O N C A I D O T U 6[.]
N g i ^ Tili Thffi Hfi T?^) chi iCHOA HOC & CONG NGHE 152(07)/2:107-112 M A R K E T I N G X A H O I N A N G C A O N H A N T H U ' C C U A C H A IME T R O N G V T E C G I A O D U C C O N C A I D O T U l (^3 Ngnyln Thi Thii H a ' Truang Dgi hgc Kmh ti & Quan Iri hnh doanh - BHTMi Nguyin TOMTAT Hwa hoc fi chmig minh ^ , su p h a triln nhang nam ^ quya * n Troog giai doan t« 0-3 toSi, nao bo phat !ri€n manh me, giiip tre CO Idia nang d6^ au^c d?y o mtrc ao vugt troi ma Hiflng mSt tu6i IHO co daac Day la giai doan ouan tronR vice hhih nhan each va phat triln tri tue oia tre Tuy nhien, hien nhilu gia ffinh c6n chua n M thuc diigc Stt can thiet phai giao due cho tre giai dban Voi mong mudn ^ g cao nhan dioc cua cac bac phu huynh Irong viec giao due tre Irong "giai doan vang" l ^ ^ cong cy cua mariceting xa hgi tae gia ffi dua mot s6 dl xuat tdi Chinh phfl, eac CO quan driic nang (raeSngdSi^ noi chung ^ Tfr Uida: Markeiing xa hgi, ffdo difc ^a dinh gido due sdm, tuoi 0-3 Trong sir nghi|p xay dung va bao ve dit ntrdc, nguon nhan hrc chinh la yeu ^ c6t loi Tuy nhien, ngu5n nhan lire cua Viet Nam yeu ve trinb 6Q chuyen mon cung nhu ky nang cong viec, ma nguyen nhan chii y6u la tir h? thong dao tao laic hau va chfim phat trien Trong do, chung ta moi chi quan tara den giao dye tu bac m ^ non fra di (tu 3-5 tuoi) ma quen di giai d o ^ vang cho dao tao ciia mpt dcri nguoi la tu 0-3 tuoi f^ndna lllonBi 9Haitfis lYeais AAA ^ p f a i t triio cna cdc noron thSn kinh tfr dfri aia tnrihig thinh Vi g i i o dne d o tnSi 0-3 Iai q u a n Cac nh& khoa hpc da khing dinh nam dSu d t t IS giai do^n rat quan trpng ciia su phat tnen i ^ ciia tre, b$ nao ciia fre chi phat friln din n b n tuoi, swi tu6i thi hiu nhtr ididng i^iat t r i ^ nOa Va giai doan tii 0-3 tu6i a t om 466007 ama 7hailmarkimg@g,„aiLcc (bp nao hoan thien 80%) la giai doan tre co k h i nang hpc tap tot nhit, kha nang nhd, lien tucmg, la vo han, no cung qiq^t dinh sy hinh ve tinh cdch va nang luc ciia tre Dai da so cac ba me nghi ring, tre giai doan 0-3 tu6i chua co kha nang nhan thiic, hpc tap nen khong can d^y d6 gi Hp cho r&ig bp n3o ciia tie dtrpc nuoi bing chit dinh dirong nen chi tap tmng vao v i n de an uong nhu mua siia d i t tien, mua thuc phim giau dinh duSng cho sy phat trien ciia nSo bp Tuy nhien, bp nao cua tre khac cac bp p h ^ khac CO t h i , ngoai chit dinh duong la Nao bp dugc nuoi bing cac kich thich nua Hinh ve tren cho thiy, cac noron thin kinh ciia tre phat triin ner rp giai doan tir 0-2 tu6i, n i u dupc kich ung manh me, lap di lap Iai giai do^n nay, nao fap se hinh tfianh nhung ranh phiic tap trcr nang lyc tri tue cua tre sau Theo Theo tiin sy Shichida Makoto (Nh^t Ban) te bao nao cua ts mdi sinh hoan toan khong co lien he gi vdi Sau doi, tiip nhiin nhOng kich iing tu ben ngoai, giira cac te bao nao mdi co sir lien he vdi Moi cd tac dpng lien h^ tdi nhu vay, dupc lap di lap I^, dudng lien ket giiia cac t i bao vdi mpt rpng m d hon, vui ve frttyin nhan kich iing tii ben ngoai hon N i u kich ling ngheo nan, (it dupc Nguyen Thi Thai Ha T?p chi KHOA HQC & kich ijng) te bao nao ft dirpc hogt dpng, duong lien ket cac te bao nao vdi khong dupc thiit lap, khong dudng t6t dupc Theo qui trinh nay, tdi nam tuoi, hoan thien dudng lien ket Khi da hoan thien, hoan toan khdng the sua lai duac nd n&a tudi trd ra, dii cd kich ung th£ nao, thi Cling khong the hinh hay thay doi dupc dudng niia, khong cdn cho thiia de co the xay dyng mot ducmg Wiac dugrc nua Thyc te nhSn thirc cua cha me giao due d$ tuoi 0-3 Da cd nhieu cong frinh nghien cmi de cao vai trd cua giao dye gia dinh frong giai doan fre d dp tuoi 0-3 Day la giai doan fre chii yeu dupc nuoi dudng, cham sdc, giao due d nhi Gia dhih la moi tmdng, la t h i c h i dat nen mdng v i cd anh hudng, cd tinh chat tuong doi bin viing den nhan each ngudi Giao due fre em cQng nhu giao dye sdm cho tre la chiic nang ty than cua gia dmh Khdng the co mdi trudng nao co trpng trach cao hon Gia dinh la trudc nhit, sau mdi d i n n h i tnrdng Cha m? chinh l i ngudi thay dau tien ciia fre Tuy nhien, thyc t i hien cho thiy frong giao dye gia dmh ngudi thay chua dupc dao tgo bai ban Dgi da so cha me dgy theo kinh nghiSm ban thSn h i p thu dirpc qua t h i he tnrdc, hogc la nhiing kiin thiic ty hpc t^p dupc qua sach bao, internet thiiu tinh h6 thing, khoa hpc thgm chi doi hiing din tdi sai lim Chiing ta diu biit rSng dat nudc Nhgt Ban vucm ifin frd cudng quoc nhd tiem nSng ve ngudi Ngay nay, h? t h i n g giao dye Nhgt Bin v l n tiep tyc d i u tu toin di^n tu chinh phli din cac gia dmh d i i vdi fre em Trong do, nhiem vy dgy dd cho fre dupc cac gia dinh d§c biet quan tam dupc giao cho cac b i m? tu diia tt^ c h i o ddi Vi$t Nam khdng thiiu nhung tai li?u gidi thieu ve cac phuong phap d^y fre ciia cac b i m? Nhgt Ban dd chung ta nh§n thay fre em d dupc quan tam, diu frr day mgt each b i i ban Rifing v l mat thdi gian danh cho tre co the minh chiing nhu sau: C&m.mil01 liS2(01|2.^lM-l|t Chu thich Bieu tra dux^tc lien hanh vrti 1000 cfia mf hogc ngucn co chirc nang tuong dtrong dang , sdng ciing vdi tre dacn 12 tuoi a mot mxac Nguon: "Dieu tra so sanh quoc te v§ gtao d^c gw dinh ndm 2004 2005" Trung tdm giao d^epl^ ntk qudc gia - Nhgt Ban Qua s6 li^u tren cho t h i y thai gian chSm s6s^ cua cac ba me NhSt Ban la cao hon cac qaoc gia khac Mgt p h i n van hoa truyen t h i t t ^ cua Nhgt Ban phu nir sau Idii l|p gia 6iM thucmg d nha cham soc gia dinh Trppg m dd, d V i a Nam d^i da s6 phy niJ phij d i ^ l f i ^ de d i m b i o kmh t l gia dinh Do do, V i ^ cham sdc cai g$p nhiiu kho khSn, ^ M gian dinh cho tre qua rt Theo ^ ^ di6n Vy Gia dinh (BO VHTTDL) "Chung S CO nghien cmi quoc gia, hi§n od tt^BM'4 b i m? c6 dudi tuoi khdng danh,ndi'^i phut mpt n g i y dh tro chuyen vdi con" ^ ¥ La "giai d o a n v a n g " d i d a u tir cho i a $ t ^ ngiroi '^ f Day cd the ndi la giai dogn v i n ldi d ^ ^ ty, n i u m u i n cd nhieu c a h@i d i t h ^ ' ^ tfli - tuii l i giai d o ^ khdng t6n qua n h ^ cong sue ma hi^u q u i Ifu cao neu b i m? c | ^ J khd cd kich thich phii hpp cho nao T r ^ | nhiJng k h i nang 3^ bi?t chi xuat hi^n d g i a g doan niy, se m i t di fre Idn Ien nhtt I c f f l nang nhd theo mang va nhd tfrng c i i mgt: Sj Trong giai dogn 0-3 ftiii tre cd k h i nSng n h g f l l thlic xung quanh theo tCmg mang, n h i t l P a frong giai dogn d i n tuoi, khdng phin b i ^ l don giin hay phurc tgp, fr* nhgn thdo v i gfi? nhd toan b^ c i m i n g thdng tin dupc kich iing ' dd Chinh vJ v^y, giai do?n nay, kich ihig cho fri bang nhihlg sy vi$c phtic tgp cang tot K h i nang tiip tiiu cua frB d giai do^n niy, han bit ' J NgnyfeThiTMlm Tap cW KHOA HOC & C6NG NGHE ky giai do^n nao khac, c6 hi^u qua cao nhit Kha n5ng ti6p thu nguyen mang chi co tre nho, nguoi Ion Ichong the tiip thu theo mang nhu vay Kha nang khiin u-4 co the hoc chu na khong can danh vin, hoc til va nghe tieng Anh mpt each chuin xac Kha nang nho timg eai mot, too la tre hpc dU(io mpt thft Ihi hpc nhiing thft tiip thep mkt it thoi gian hon nhiiu Tie 2,3 tuii da hpc dan Violon CO thi thim than dupe ky diuat bing nhtt sinh vien dji hpc nghe flmat hpc nam rong Voi cac em be dupc giao due som, CO hiSu qua, hinh duong Mn kit ti bio nao tot, chic chin c6 thi vui ve don nhan nhiing cflng viee hpc hanh co chit luong cao khien Ire thich thft vile hpc tap ma din giai d o ^ sau m6i cho tre hpe tre khong thich thft niia ma phiii ep bupc La gial dofn "Sai mat ni di m$t d$m" Oiai dosn niy ehi mpt sai lim nho cham s6c W c6 thi di lai hau qua v6 cftng Ion Nhiiu gia dtah ban bju c6ng vifc giao viee d»y minh cho ong ba, nguoi giup vipc, cho nguM tre gin nhi Do kem hiiu biit, ho^c muin an nhin vi^c tti nen hp cho tre xem tivi, xem ipad, dipn thoai c« Bin bi mp phat hi^n minh e6 bieu hien khac thucmg cho di kham m« biit eon minh mic roi ipjn php tu ky Day li chftng blnh hi?n ehua co loai thuoc nao chira dijrc n6 life quan din sir khuyit tjt he thong Wn kmh nio Khiin tre bi nhitag rii ioan vi hanh vi, cam xuc, ngon ngil Chinh vl viy Vl|e chiia tri mit rit nhiiu thM gian va khong thi kh6i thitc sir Dong nghia voi viSe tre co hda nhjp dupe thi vln eo nhiing net tinh each nr ky Niu oan thi^p muOn, ire co thi khong M hda lASp, din truong nhu nhQng dfta tre khic khien cha mp phai ding hinh vol tte suot ca cuĐc ôri Nhu vJy, ttong giai doan 03 tuil niu chftng ta lo la ttong viec chim soc giao duo tt* ehftng ta eo thi mit ea eupe doi de tri gia cbo sir sai lim Vilt Nam da c6 nhiiu hoat dpng thi hien SB quan tam cfta gia dtah vi xa hpi din vin di 152(07y2:107-I12 giio due sdm cho tte nhu: ap dung cac phttong phap giao due som cfta Montessori 0 , Glenn Doman (My), Shichida (NhJt) ttong mpt si trucmg mim non ttr thuc, va p cac gia dmh; nhieu hpi thao Vien nghien cuu giao due tre thong minh som VSK (Tip doan Gido due & Dau ttr VSKGROUP); Vien nghien cuu phat ttiin tiim nang eon nguoi (IPD - True flmoc Hpi giao due cham soc sue khoe cdng ding) to chirc Thirc ti, Chinh phu da co nhirng dpng thai quan tam den van de giao due gia dinh thi hien qua Luat Bio ve, cham soc vi giap due tte em, Di an Giao due trieu bi me nuoi, d^y eon tit (giai doan 2010 - 2015) (QuySt dinh si 704/QD-1TG) Tuy nhien, nhimg dpng thai niy tae dpng vip tte em la dii ttrpng duoi 16 ttioi, eon dp ttioi to 0-3 thi chua co chinh saeh nap cu the De giao due som di vio cupc sing Oong moi gia dinh, cin phai co sir quan tam hon nfta cfta ehinh phu, phoi hpp hinh dpng cfta nhiiu ti chftc, ea nhan bing cac each thuc khac Doi voi cac van de xa hpi marketing da the hien s\r hieu qui ttong viec thay doi nhan thlic ciia cpng dongttxmgnhiiu chuang ttinh Vift Nam da thuc hien Doi vol mue tieu ning cao nhan thftc cua cha me tt-ong viec giao due som cho eai, tac gia phin tich cac cong cu cua marketing xa hpi di Iam can cft dua cac giii phap tac dpng din cae bac phu huynh nhu sau; Marketing la hpi gin nhim nang cao nhan thm cua cha me vile giao dQc cai tuoi 0-3 Ra doi vao nhttng nim 1970, Marketing xi hpi dupc Philip Kotler dinh nghia li "Vigc su dimg cdc nguyen ly vet ctic cong cu marketing di lie dong tdi (nhom) ddi tuvng muc lieu nham Idm cho hq chip nhgn, lir bo, Ihay ddi hdnh vi, Ihdi quen mpt cdch tir nguyen vl igl ich cua cd nhdn Ap, cdng ddng vd xd hgi ndi chung" [3,tt S] San phim (Product): Dii voi marketing xi hpi sin phim chinh li y topng, niim tin hpjc 109 Nguyln Thj Thai Ha Tap chi KHOA HOC & CONG NGH? thdi quen cua nhdm ddi tugng myc tieu ma chii the ciia chucmg trinh yeu ciu hg chap nhan, thyc hien hay thay doi cho phu hgp ciing vdi nhftng lgi I'ch ma su thay ddi hanh vi mang lai San pham frong trudng hgp la "can quan tam giao dye cho fre frong giai doan tir 0-3 tudi" va nhung Igi ich ve mat nhan each cilng nhir fri tue tre cd dugc frong giai doan va sudt ca cuoc ddi" Trong do, sin pham cdt loi la "nhan thiic cua cha me viec can giao dye sdm cho con" San pham hien thyc la nhimg hinh dgng tim kiem thong tin, tai lieu ve van dk cac phuong phap day tre, dinh thdi gian nhieu hon de ndi chuyen, choi vdi tre, dgy tri hpc, tgo moi trudng thugn Igi defrecd thi phat triin toan di£n San pham bo sung la cac tai li^u hirdng dan, cac chuong frinh tu van, dio tao kien thuc nudi day tre Gii ci (Price): Chinh la nhung gi doi tugng phii tii bo thay ddi hanh vi Gii d day khong chi la nhung chi phi bang tien mi cdn ca nhung gi ma ddi tugng phii chju dimg di td bd thdi quen cd hiju, thdi gian, tam Iy Vdi chil de nay, nhihig phi ton mi cha me phai bd quan tam cham soc cai dp tuoi niy la thdi gian, cong siic, chi phi bing tien cho vi^c mua tai li^u, chi tra cho cac khda hgc danh cho cha me Kenh phan phoi (Place): chinh li nh&ng co sd vgt chat va dieu kien frg giup di thyc hien hinh vi mong dgi Doi vdi vi?c tac dgng tdi dua trfi mdi trudng hgc tgp la chinh gia dinh, ngoai cdn cac diiu ki^n khic lien quan den noi d nhu mdi trudng tu nhien, mdi tnrdng xa hdi (sing d vung ndng thdn hay thj, viing ddng dan cu hay dan cu thua thdt), trudng mam non, cdng vien, khu vui choi giii tri Xfic tiln khuech tnnnig (Promotion): Cd the ndi day la cdng cy quan frpng dugc sir dyng marketing xS hgi Bdi nhung hanh vi, thdi quen cua ddi tugng muin thay ddi can cd tac dgng da dgng, nhiiu chieu, sing tgo va thyc ti Cach thiic thyc hien thong qua hinh thiic: t52(07)/2:107-I12 Qudng cdo: Bay li cong cy truyin thong mang tinh d^i ch&ig cao, cd kha nang tiip c$& ' ddi tirgng vdi si lugng ldm, trfin diSn rOng Cac dang quang cao chu ^ u thudng sii dyng frong marketing xa hgi la: quang cio truy^ j hinh, dai phat thanh, pano, ap phich C ^ ^ thdng diep quing cio cd hieu qua fim I, lafi tda den nhieu ngudi khien cac phy huynh th^ ^ doi nhan thuc mgt each tti giac Tuy nhi^ ' nhugc diem cua hinh thiic niy li thong tin mgt chiSu, khdng phin loai, chgn Igc d u ^ , ddi tugng ij Van Sgng true tiep: Day la hinh tiiuc h ^ qua nhat frong hiu het cic ho^t d§t^ marketing x3 hdi Dd li qua trinh trao doi trye tiip vdi doi tugng de thuyit phyc.ffinhQi&c cd uu diem la nim bit dugc suy nght^ quan diem, tam tu ciia do! tugng nfin cd hi$D qua cao frong thuyet phyc Do dd, hinh thlic phii cd su tham gia ti'ch cyc cua nhiltof , trung tam tu van, nhftng chuyen gia Knh'J vuc giao dye, giao vien, hdi phy nft Khuyin mdi: Diy la nhiing khuyai khi^ \ bing vat chat ho|u: tinh than mi dii t i i ^ ^ i nhan dugc thay ddi dugc hanh vi, th^iij quen theo chieu hudng tich cyc Dd cd tili ti nhftng phin thudng, qua ting, sy ghi nhjl^,'^ tuyen duong de khuyin khich dii tugng vugt len trfin ban than gdp phin thdi thiic dii tusgng nhan thiic, thay dii nhanh hon Sy khuyift « khich Idn nhit vdi mdi gia dinh dd chinh lisp , thay dii hing cua chinh cii hp Gfi \ tili ndi hieu qua giio dye frong giai dogn v^ \ the hign rat nhanh chdng Do giai dogn niy trfe,| dang phat frien rit mgnh vi ca nhin thiic lln hinh vi nen sy tiin bg cdafrficd the nhin th^ ^ hang Them vio do, di dgt dugc hi^; | qua nhin rgng lan tda frong ci xa h^i, tgo J phong trao dgy dd tre ciia cae gia \ dinh can phai cd nhung cich thiic ca ng^d, | Uiyen ducmg hgp ly vda di khuyen khich j nhirng gia dinh d3 tiiyc hien tdt vira di di cao nhftng tim guong sing cho xa h^i noi tiieo Tuy&n truyen: Cdng cy dugc sd dyngj biin frong marketing xS hdi cd tinh hi$u.] Nguyin Thj Thai Ha Tap cM KHOA HOC & CONG NGHE q u i cao khong chi o chi phi thip m i eon boi lupng thong tin cung c i p Ion, mang ttnh chuyen siu cao hon khiin d i i topng tin todng, nho lau Dupc ttinh b i y dudi dang nhirng can chuyen h i p din v i nhan vat thirc te, nhfing t i m guong diin hinh, nhihig thinh cong, hieu qua thiit diuc nen co tuih fliuyit phlic cao M$t so k i l n nghi v6i cac cff q u a n chftc nang v a to chirc co lien q u a n c i n nang cao nhan thftc, cung cip thong tin, dio tao cho eha me tt-ong viee giao due tte ttong giai dpan 0-3 tail bing each: - Span thao eac lai lieu huong d i n eham soc, giao due tre phit cho m i i gia dinh eo eoii ttong dp tooiniy Tii liSu phai dupc ttmh bay ngin gpn, d i hiiu, thiit ttiuc gin voi cupc song hing ngiy cfta cac gia dinh - T i chftc eac kh6a dap tao ngin han v i kiin thuc chim soc v i giio due tte cho cha mp til mang thai Phai coi day li ehuong ttinh bat bupc cho moi ba me yen ciu tham du d i y du Oiroc sinh d i ttanh nhftng sai lim CO bin ttong c h t a soc, giap due tte d i n din nhihlg h | u qua khp khic phuc ttong nhttng giai doan sau Chuong ttinh nen phii hop vol HOi phu ntt, eac ttam y t i xa, huyen d i thlic hi^n cung vdi c i c chuong ttinh tiem chiing mo ipng chp b i me - Tuyen ttuyin triti cue phuong tipn thong tin dai Chung thuimg xuyen, lien tuc hon nfta bing c i c hpi thao, bu6i to vin chim soc tt*, cac chuong ttinh phong su de eung cap thong Ita chuyen man sau dJc diim phat tt-iin cfta tri hong giai doan 0-3 toil Gioi thieu cac phuong phap giao due som tieu biiu va mftc dp ip dung cae quic gia tt6n thi gioi va nhung ky tich n h i i p dung cie phuong phap - XSy dimg cac thpng dipp quing cio ngin h