VAI TRO CUA QUAN HE CONG CHUNG Ddl VOfI VIEC XAY DUNG THUONG HIEU DAI HOC TRAN THI YEN MINH * Tom tit Xay dimg ra quang ba thudng hieu li su ket hap chit che giUa viee (i) xay dung sUe manh ndi tai ba[.]
VAI TRO CUA QUAN HE CONG CHUNG Ddl VOfI VIEC XAY DUNG THUONG HIEU DAI HOC TRAN THI YEN MINH * Tom tit: Xay dimg quang ba thudng hieu li su ket hap chit che giUa viee (i) xay dung sUe manh ndi tai bao gdm ning cao chat luqng giing day chuang trinh dao tao nham dio tao nguon nhan lire chit luqng tot dap Ung duoc nhu cau xi hdi vi eo ca hoi tim dUde viee lim eao, (it) tao ban sac rieng cua ca sd giao due ciing vdi (iiij day manh eie hoat dong quang ba tren cae phuong tien truyen thdng khae nhim dua hinh anh, danh tieng cda trudng vao tam tri cda sinh vien hien tai, sinh vien tiem nang, phu huynh hoc sinh vi eie doi tuong cong Chung lien quan Trong eae cong cu truyen thdng, quan he cong chung dugc xem li cong cu phu hap vdi dac tlnh to chUe dai hoc giU vat tro tieh cue glup gia tang gia in tai san thuang hieu dai hoe nhan thUc cda cac doi tuong cong chung muc tieu Ti kfioa: Thuang hieu, thuong hiiu glio due, til san thuong hieu, quan he cdng chung, truyen thong Thffong hieu giao due, cu t h i la thuang hieu eua td ehffe, O l lam dffpe dieu nay, ngffd lam PR del hoc, tdng hpp tat ca cac yeu td tao nen danh can p h i l co nhan thffc, chidn Iffpc, ke hoach va tdng va nang Iffc canh tranh cua mpt eo sd dai mpt nd lire truydn thdng ben vffng, hpc Mpt thffong hieu manh la ehia khoa Quan he cong chung la mpt nhffng cdng eong canh tranh va quan tri thffong hieu la eu hffu hieu, mpt "quyen luc mem", khach quan nhiem vu trung tam ma mpt td chffc c i n p h i l va minh bach, glup danh tieng va thuong hieu cda nhan thffc va phat triln (Louro va Cunha 2001; td chffc nhff mpt "eon mua d i m tham lau" Akaer, 2006) Xdy dffng va quang ba thuong hieu nhan thffc va tPm tffdng cua cPng chung muc truOng dai hpe la hoat dpng dffpe thffe hien kha tieu, Du m d ehinh thffc dupe djnh danh va ap thuPng xuyen va chuyen nghiep d cae nuPe phat dung chinh thffc d Viet Nam m o d nam trd triln Nghien effu ve vai tro eua marketing va lai day nhung b i n chat PR da tdn tai va dupe sff truydn thPng xay dffng thffong hieu dai hpe, dung a'n danh nhieu hoat dpng ehinh trj, xa vl vay, eung da dffpe quan tam kha sPm, hpi, Co nhieu djnh nghTa khac ve quan he cac doanh nghidp tff nhieu thap ki truPc Lich sff phat triln eua PR the g i d va Viet cdng chiing (PR) Trong nghlen cffu nay, chung Nam chffng minh rang d l xay dung va glO vffng tPi tiep can PR la ehudi hoat dpng mang tlnh thuong hieu, tao lap niem tin ben vffng cua cPng chien Iffpc nhu la nhim huPng den muc tieu edt Chung, ben canh cac hinh thffc truyen thpng khac, Idl la xay dffng va tri mdi quan he giffa td PR dupe xem la chien thuat (tatics) hieu qua va ehffe v d cPng chung, xay dpng va quan ly uy tin, ben vffng, gpp phan nang tam danh t e n g eua don hinh anh hay nPi each khac chinh la thuong hieu vj chu t h i * Thac sl, Dai hoc Su pham - Bai hoc Ba Nang quang ba thuong hieu giao duo rial hoc Quan he cong chung ddl vdi xay dffng va 48 TAP CHl G I A O DUC LY LUAN - S o 267 (2017) Trong nhffng nghlen cffu v l thuong hidu dai chd giffa vide (I) xdy dung sffe manh ndl tai, bao hpe va dae tlnh cda mdt thuong hidu dai hpe gdm ndng eao chat Iffpng giang day, chffong trtnh edng eda trudng dai hpe d Vuong qude dao tao nham ddo tao ngudn nhan lire chat Anh, dua trdn hinh thffc phdng van sau dai dien lupng tdt, dap ffng dffpe nhu eau xa hdl va ed co cde trudng dai hpe, mac dU khdng ehinh thffe trtnh hdl tim dffpe vide Idm eao, (II) tao ban sac rieng bay mpt khai niem ve thffong bleu dai hpe nhffng cda eo sd gido due (thd manh, dae trong) cung Chapleo (2002, 2009, 2014, 2015) da de xuat vdi (ill) da'y manh cae hoat dpng quang ba tren nhffng td tao nen mpt thffong hidu dai hpe cac phuong tien truyen thPng khae nham thdnh cPng bao gdm cac y l u td sau: dua hinh anh, danh tieng cua trffdng vao tam trf cua sinh vien hien tai, sinh vien tiem nang, phu , Evidence of ' a s s o c i a t i o n with a succesBfully branded • university Support from - leadership * Clear Vision Possible a s s o c i a t i o n with successfullybranded u n i v e r s i HuiDbers of marketing s t a f f I n d i v i d u a l s with brand guardian roles Brand has been rpoRnrrh anrl ifi understood I7se of marketing communicatJona ' I n t e r n a l Support ( or 'buy i n ' ) Location - synergy with brand of c i t y / : ^°™ ' Dse of I relations public ' Experiential | Co brand Table 1: attributes associated successfully branded university huynh hpc sinh va cac ddl tffpng cPng chung lldn quan khac nham thu hut nhldu thi sinh cP chat lupng cao dang ky nhap hpe d trudng, gia tang danh tieng va nang eao hieu qua hoat dpng giao due dao tao cda nha trudng Trong eae ePng eu dp, theo mo hinh cda Chapleo (2002, 2009,2014, 2015) thi phan (Hi), la mpt nhffng cPng eu marketing hien nhidn va hffu hidu glup xdc lap va phat tridn mpt thffong hidu giao due dl ddn aspect ' | with a Bang ; Nhihig phan cua mot thiftfng Vo Van Quang (2015) ve mO hinh xay dung thuong hieu, dp nha'n manh cac hoat dpng dinh vj, kien true va xay dung bp nhan dien thffong hieu can trien khai song song va eP sff hP hieu dai hoc ccn:; NhQhg to can ban tao nen mot thiftfng hieu 6a\ hoc cong Nhung to tiem nang mang lai mot thuong hieu dai hoc cong Sir he tro cCia lanh Dpi ngu marketing trp eua cac cdng cu giao tiep marketing (truyen thdng marketing) nham dua thpng tin ve thffong hieu den gan cPng chung muc tieu cua thuong hieu ^ M HiNH XAY DLFNO THlfCrNG HtEU dao Tam nhin ro rang cong Quan diem eung tuong ddng vdi IVIoi ca nhan vcfi vai tro bao ho thuong hieu Cac yeu td h6 tra Thuang ben nghien CLTU va thau hi^u hieu dupe Dja (Jiem dong b6 Sd dung cac cong cu v6i truyen thong marl