Kinh doanh dịch vụ iptv của công ty phần mềm và truyền thông vacs

TRU'O'NG DAI HOC KINH TE QUOC DAN *** PHAM KY ANH daThoc ktqd ~ tt thong tin thu vien PHONG LUAN AN • TU LIEU KINH DOANH DICH VU• IPTV CUA CONG TY • PHAN MEM VA TRUYEN THONG VASC Chuyen nganh: QUAN TRI KINH DOANH THUONG MAI LUAN VAN THAC SI QUAN TRI KINH DOANH NGUOH HUO'NG DAN KHOA HOC: PGS.TS NGUYEN THI XUAN HUONG HA NOI, NAM 2010 Ldl CAM DOAN Toi xin cam doan day la cong trinh nghien cuu cua toi, voi su ho tro tu Giao vien huong dan la PGS.TS Nguyen Thi Xuan Huong Cac noi dung nghien cuu va r r \ •» ket qua de tai la trung thuc Nhung so lieu cac bang bieu phuc vu cho viec phan tich, nhan xet, danh gia duoc chinh tac gia thu thap tu cac nguon > a r khac co ghi phan tai lieu tham khao Ngoai ra, de tai su dung mot so nhan xet, danh gia cung nhu so lieu cua cac tac gia, co quan to choc khac va cung duoc the hien phan tai lieu tham khao Neu phat hien co bat ky su gian lan nao toi xin hoan toan chiu trach nhiem truoc Hoi dong, cung nhu ket qua luan van cua minh Ha noi, 20 thang 09 nam 2010 Tac gia Pham Ky Anh LOl CAM ON Lai dau, tdi xin trail gtri lcri cam cm den cac Thay, Co giao nhitng ngtrai \ r r da tan tinh truyen dat kien thuc cho toi suot khoa hoc vtra qua; nhung loi cam on sau sac Co Nguyen Thi Xuan Huong da tan tinh huong dan va gop y cho toi suot qua trinh thuc hien luan van tot nghiep Toi xin chan cam on cac anh chi va cac dong nghiep tai Cong ty Phan mem va Truyen thong VASC da nhiet tinh giup toi qua trinh thu thap thong tin cung nhu cac so lieu co lien quan den de tai nghien cuu, da tao dieu kien tot nhat de toi hoan duoc luan van tot nghiep Ha Noi, 20 thang 09 nam 2010 Tac gia Pham Ky Anh MUC LUC • • Ldl CAM ON i MUC LUC ii DANH MUC CAC KY HIEU, CHU VIET TAT iii DANH MUC SO DO, BANG VA BIEU DO iv TOM TAT LUAN VAN v Ldl MO DAU CHUONG 1: NHUNG VAN DE CO BAN VE KINH DOANH DICH VU IPTV 1.1 Tong quan ve IPTV va dac diem cua dich vu IPTV 1.1.1 Khai niem truyen hinh, dich vu truyen hinh va IPTV 1.1.2 Cac phuong thuc truyen hinh va su phat trien cua IPTV 1.1.3 Dac diem cua IPTV va dac diem kinh doanh dich vu IPTV 1.2 Noi dung kinh doanh dich vu IPTV 13 1.2.1 Nghien cuu thi trudng va xay dung chien luge, ke hoach kinh doanh 13 1.2.2 Chuan bi co so tang va mang ludi phan phoi dich vu 17 1.2.3 Xay dung loai dich vu va noi dung dich vu 20 1.2.4 Xay dung goi cudc dich vu 25 1.2.5 Ban hang va to chuc hoat dong ho trg ban hang 26 1.2.6 Xac dinh ket qua kinh doanh 30 1.3 Nhan to anh hudng tdi kinh doanh dich vu IPTV 31 1.3.1 Su phoi hop cua cac phan tang cung cap dich vu 31 1.3.2 Phap ly va van de ban quyen 33 1.3.3 Canhtranh 34 1.3.4 Xu huong cong nghe va tieu dung 34 1.4 Kinh nghiem cua mot so doanh nghiep tren The gidi kinh doanh IPTV va bai hoc rut cho Viet Nam 35 1.4.1 Kinh nghiem trien khai dich vu cua mot so doanh nghiep tren The gidi 1.4.2 Bai hoc kinh nghiem trien khai dich vu tai Viet Nam 38 KET LUAN CHUONG 39 CHUONG 2: THUC TRANG KINH DOANH DICH VU IPTV CUA CONG TY PHAN MEM VA TRUYEN THONG VASC 40 2.1 Khai quat ve Cong ty Phan mem va Truyen thong VASC 40 2.1.1 Qua trinh hinh 40 2.1.2 Chuc nang nhiem vu cua Cong ty VASC 42 a r 2.1.3 Co cdu td chuc VASC va mo hinh kinh doanh IPTV 43 2.2 Phan tich thuc trang kinh doanh dich vu IPTV cua Cong ty VASC 45 2.2.1 Nghien cuu thi truong xay dung chien luge va ke hoach kinh doanh 45 2.2.2 Xay dung co so tang va mang ludi cung cap dich vu 67 2.2.3 Xac dinh cac dich vu va xay dung noi dung dich vu cung cap 69 2.2.4 Xay dung goi cudc dich vu 73 2.2.5 To chuc ban hang va cac hoat dong ho trg ban hang 75 2.2.6 Phan tich ket qua hoat dong kinh doanh 83 2.4 Danh gia tinh hinh kinh doanh dich vu IPTV thdi gian qua 87 2.4.1 Diem manh 87 2.4.2 Didm yeu 87 2.4.3 Nguyen nhan 88 KET LUAN CHUONG 89 CHUONG 3: GIAI PHAP THUC DAY KINH DOANH DICH VU IPTV TAI CONG TY PHAN MEM VA TRUYEN THONG VASC 90 3.1 Du bao thi trucmg dich vu IPTV va phuong hudng phat tridn cua cong ty Phan mem va Truyen thong VASC 90 3.1.1 Du bao xu hudng thi truong va nhan dang co hoi cua VASC phat trien kinh doanh IPTV ' 90 3.1.2 Muc tieu va dinh hudng phat trien dich vu IPTV 95 3.2 Cac giai phap co ban thuc day kinh doanh dich vu IPTV tai Cong ty Phan mem va Truyen thong VASC 98 3.2.1 Giai phap phat trien dich vu 98 3.2.2 Giai phap phat trien san phim IPTV 100 3.2.3 Giai phap ve gia cudc 102 3.2.4 Giai phap ve kenh phan phoi va mang ludi cung cap dich vu 107 3.2.5 Giai phap ve xue tien ho trg 110 3.3 Mot so kien nghi 116 3.3.1 Doi vdi Nha nude 116 3.3.2 Doi vdi Tap doan Buu chinh Vien thong Viet Nam 117 KET LUAN CHUONG 117 KET LUAN 118 DANH MUC TAI LIEU THAM KHAO 119 DANH MUC CAC KY HIEU, CUT' VIET tAt ADSL Cong nghe duong day thue bao bat doi xung ARPU Doanh thu binh quan thue bao CBCNV Can bo cong nhan vien CNTT Cong nghe thong tin EPG Huong dan chuong trinh dien tu FTTH Fiber To The Home - Cap quang toi ho gia dinh HD Do net cao IP Giao thuc internet ISP Nha cung cap dich vu truy cap internet ITU Lien minh Vien thong Quoc te LAN Mang noi bo NGN Mang the he tiep theo PC May tinh ca nhan PVR Personal Video Recorder - Tinh nang ghi lai chuong trinh SD Do net chuan SHDSL Cong nghe duong day thue bao doi xung VDSL2 Duong day thue bao so toc rat cao VNPT Tap doan Buu chinh Vien thong Viet Nam VoIP Dich vu thoai tren nen IP VTN Cong ty Vien thong lien tinh WAN Mang dien rong WiFi Cong nghe truy cap vo tuyen DANH MUC SO DO, BANG VA BIEU DO SO DO So 1.1: Mo hinh co ban cung cap dich vu IPTV So 2.1: Co cau to chuc cua Cong ty 43 So 2.2: Mo hinh tap doan Buu chinh Vien thong Viet Nam VNPT .44 So 2.3: Qua trinh tham gia cua VASC 44 So 2.4: Mo hinh he thong cung cap dich vu IPTV cua VASC 67 BANG Bang 1.1: Cac giai doan phat triin cua IPTV theo cap 20 Bang 2.1: Phan bo khach hang khao sat theo dia ban 47 Bang 2.2: Danh sach tinh/thanh trien khai dich vu IPTV cua VTC 53 Bang 2.3: Thong tin ve cac nha khai thac truyen hinh cap 54 Bang 2.4: Thi phan cua cac ISP den thang 4/2010 .60 Bang 2.5 Thi phan thue bao bang rong cua VNPT 61 Bang 2.6: Mure chi tra va su dung cua cac nhom doi tuqng su dung MegaVNN 64 Bang 2.7: Cac chi tieu co ban phat trien dich vu IPTV cua Cong ty VASC 66 Bang 2.8: Danh sach cac kenh truyen hinh cung cap tren dich vu MyTV 69 Bang 2.9: Qua trinh trien khai dich vu IPTV tren toan quoc 77 Bang 2.10: Thong ke phat trien thue bao dich vu IPTV theo goi cudc 79 Bang 2.11: Doanh thu cudc thue bao thang theo goi dich vu 84 Bang 2.12 So sanh ti le doanh thu goi cudc tron thang cua dich vu 85 Bang 2.13: Doanh thu cudc dich vu PayTV 85 Bang 2.14: Doanh thu quang cao dich vu 86 Bang 3.1: Ke hoach phat trien thue bao MyTV cua Cong ty VASC 96 Bang 3.2: Ke hoach va co cau doanh thu dich vu den 2015 97 BIEU DO Bieu 1.1: Bieu 1.2: Bieu 1.3: a Du doan tang truong thue bao IPTV toan cau nam 2012 13 Du bao doanh thu IPTV toan cau nam 2012 14 Du bao so don hang cac loai thiet bi truyen hinh 15 r r y Bieu 2.1: So tang truong doanh thu tu 2003 den 2009 42 BiSu d6 2.2: Ty le truy cap Internet .50 Bieu 2.3: Ty le truy cap Internet tai cac difim 51 Bieu 2.4: Cac dich vu su dung tren Internet 51 Bieu 2.5: Phat trien thue bao dich vu IPTV 78 A BiSu 2.6: Bieu 2.7: Bieu 2.8: Bieu 3.1: A Tang truong doanh thu cuoc thue bao thang 84 Doanh thu quang cao dich vu 86 Ke hoach phat trien thue bao MyTV cua Cong ty VASC 97 Toe tang truong doanh thu hang nam dich vu IPTV den 2015 98 TRUONG DAI HQC KINH TE QUOC DAN *** PHAM KY ANH KINH DOANH DICH VU• IPTV CUA CONG TY • PHAN MEM VA TRUYEN THONG VASC Chuyen nganh: QUAN TRI KINH DOANH THUZJNG MAI TOM TAT LUAN VAN THAC SI • • HA NOl, NAM 2010 105 dung dich vu IPTV duoc cung cap cho khach hang theo phuong thuc Tuy nhien, gia thiet bi su dung dich vu khach hang phai toan dang ky; hien tai la dich vu mdi vay gia thiet bi cao va toan mot lan co anh hudng khong it tdi viec md rong thi truong Mo hinh cudc mdi bao gom gia cudc su dung dich vu hang thang va gia thue hoac mua thiet bi tra dan Noi dung cua goi dich vu gom Phi Itfp dat va thiet bi: gom phi mua hoac thue STB, phi lap dat dich vu (thanh toan tu ddu hoac miln phi thuoc tung don vi cung cap cu th£) Noi dung dich vu: Goi cudc gom cac dich vu co ban: Cong ty VASC se cung cap cho khach hang 3-4 goi cudc de khach hang lua chon va thu phi thue bao hang thang Cac goi cudc se chu yeu khac ve so luong kenh truyen hinh va noi dung cac kenh chuyen biet Video theo yeu cau tra tien duoc tinh theo lan su dung cua khach hang (khong tinh cudc tron goi thang) Goi cudc bd sung: Ngoai cac goi cudc gom cac dich vu co ban, Cong ty VASC se cung cap cho khach hang cac goi cudc bo sung gom cac dich vu co ban va dich vu gia tang * Uu diem va nhuac diem cua mo hinh Vu diem: Cach tinh cudc co uu diem giam duoc chi phi lap dat ban dau dl thu hut khach hang tham gia dich vu Khach hang su dung hop ly cac noi dung tao dieu kien tiet kiem bang thong cho nha cung cap dich vu Nhuac diem: Kha nang tang cudc thue bao thang co them kenh truyen hinh mdi bo sung vao cac goi cudc la kho khan va he thong kenh truyen hinh chua da dang thi khong xay dung duoc theo hudng Diem quan la muc cudc dot bien co the len rat cao co the dan tdi khieu nai hoac thac mac cua khach hang Hau het cac nha khai thac IPTV quoc te dang ap dung mot cac mo hinh goi cudc tren Nhung mo hinh la dac trung rieng co cua IPTV va the hien ro net dac tinh ca nhan hoa Can cu vao dieu kien thuc te tai Viet Nam va thoi quen tieu 106 dung cua ngudi su dung nen giai doan hien nay, cung nhu chien luoc kinh doanh diu tu vao phat trien noi dung dac biet la kenh truyen hinh thi dich vu IPTV cua VNPT co the ap dung mo hinh cuoc da dang tren co so cac Vien thong tinh lua chon mo hinh tinh cuoc phu hop voi dia ban A 3.2.3.2 Gidi phap ve chinh sach cudc IPTV la dich vu giai tri mang tinh tong hop co the phuc vu khach hang dai chung qua cac kenh truyen hinh va cac nhu cau rieng biet qua cac noi dung theo yeu ciu va gia tri gia tang Chinh sach cuoc can da dang de co the tiep can da dang cac doi tuong khach hang Xay dung chinh sach gia cuoc phan biet cho tung phan doan thi trudng theo nhom doi tuong khach hang khac theo muc su dung, co thu tu uu tien nham tao khach hang trung thanh, khach hang lon Gia cuoc phai duoc phan biet theo doi tuong su dung: Doi voi khach hang to chuc, doanh nghiep can co chinh sach giam gia theo muc su dung, theo so luong dich vu gia tang gia tri ma khach hang dang ky, tien toi phuong an ban buon dich vu cho cac doanh nghiep, to chuc lon Doi voi khach hang ca nhan, ap dung nhieu phuong thuc tinh cuoc de khach hang lua chon - Dinh ky xay dung ke hoach dieu chinh gia cuoc theo sat tinh hinh thi truang, theo doi thu canh tranh va gia dich vu - Xay dung cac goi cuoc co tinh mo de co the dieu chinh cho phu hop vdi tung giai doan phat trien dich vu Do dac diem dich vu IPTV rat phong phu, giai doan dau khong the trien khai tat ca cac dich vu tren he thong, vi vay can tao cac goi cuoc co tinh mo de bo sung cac dich vu moi co the dieu chinh duoc cac goi cuoc mot cach linh hoat - Cac goi cuoc IPTV tao phai don gian va khong phuc tap doi voi khach hang de khach hang su dung dich vu co the lua chon cho minh goi cuoc hop ly ma khong mat nhieu thdi gian tim hieu - Cac goi cuoc tao phai co tinh dac thu rieng cua VNPT, co su khac biet so voi nhung goi cuoc cua cac doi thu canh tranh linh vuc truyen hinh 107 r r ' r 3.2.4 Gidiphap ve kenh phan phdi va mang Iwdi cung cap dich vu 3.2.4.1 Gidi phap ve kenh phan phdi VNPT hien co 18.200 diem phuc vu BCVT - CNTT, gom cac diem giao dich Vien thong, he thong buu cue cac cap va cac diem Buu dien van hoa xa phan bo tu thi den vung nong thon, vung sau vung xa He thong kenh phan phoi la mot < \ nhung loi the cua VNPT dieu kien trien khai va gidi thieu dich vu Tuy r r r r nhien, he thdng phan phdi duoc hinh va hoat dong chu yeu cung cap cac dich vu Buu chinh Vien thdng co ban Do vay, viec trien khai cac dich vu mdi va mang tinh cong nghe cao cung la nhung kho khan cho mot phan giao dich vien vtra co su canh tranh nhung khong triet tieu lan Can cu muc phat trien va kha nang cung cap dich vu va dia ban phuc vu cua mdi VNPT tinh cd the tridn khai kenh phan phdi khac nhu dai ly, cong tac vien dd day nhanh tdc va tang sue canh tranh Xay dung ke hoach chi tiet tridn khai theo khu vuc dia ly thi truong de vien phan phdi cung he thdng khong chong cheo Thiet lap cac dai ly true tiep mdi nham vao cac vung thi mdi, cac khu cong nghiep Tridn khai xay dung kenh ban hang true tuyen (qua dien thoai, qua website, email hoac ban hang true tiep tai dia chi khach hang dac biet la tai cac doanh nghiep, cac khach san ) Tai cac vung thi truong hien co it diem phuc vu nhung cd tiem nang phat tridn (mot sd tinh cac vung kinh td diem), cd the nghien ldn, trung tam thuong mai vtra de khuyech truong thuong hieu dich vu, thuong hieu VNPT, va thuong hieu cua VASC vtra de chuyen mon hoa cong tac ban hang Cong ty VASC phdi hop vdi cac VNPT tinh thiet ke kenh ban hang d cac vung thi truong cd canh tranh manh nhu cac ldn, cac khu cong nghiep, khu kinh td md, cac vung kinh td diem, khu thi mdi va thuc hien cac each thuc ban hang rieng cho cac doi tuong khach hang ldn tai tung dia ban r r Xay dung ca che ban hang hap ly: Co che ban hang cd vai trd vo cung quan 108 trong he thong kenh phan phoi, no la huySt mach cua he thong kenh phan phoi De he thong kenh phan phoi hoat dong hieu qua doi hoi phai xay dung duoc co che ban hang hop ly, tuc la co che ban hang phai tao moi truong canh tranh r r lanh manh noi bo he thong kenh phan phoi tao dong luc phat trien nhung yr rv r dong thoi co che ban hang phai linh hoat truoc nhung dien bien cua thi truong, r r dam bao duoc suc manh tong hop cua toan bo he thong kenh phan phoi canh r r r tranh voi he thong kenh phan phoi cua doi thu canh tranh Cu the: Xay dung kenh phan phoi true tiep: ngoai viec trien khai cac kenh truc tiep tu ben ngoai nhu cong tac vien, phoi hop; cung khai thac truc tiep tu can bo cong nhan vien nganh tro kenh truc tiep Viec thuc hien co che ban hang can song phang voi cac doi tuong Doi vdi kenh phan phoi gian tiep: can phai co cac chinh sach ho tro ban dau, r ~ r r ho tro thudng xuyen cung voi chinh sach khuyen khich de cac dai ly co gang phat trien khach hang cho VNPT, cu the: Ho tro ban dau ve thu tuc phap ly de mo dai ly; dao tao mien phi nghiep vu ban hang va khai thac dich vu IPTV; Cac trang thiet bi hoat dong gioi thieu dich vu Thudng xuyen bo xung cac an pham, tai lieu nghiep vu gioi thieu va cung cap dich vu; tang cudng hoi thao va trao doi nghiep vu; to chuc dao tao nang cao nghiep vu Chinh sach khuyen khich dai ly: Ngoai hoa hong dai ly, chenh lech gia, dai ly duoc huong chiet khau theo doanh so ban hang Co che kinh doanh doi voi dai r ly phai linh hoat, tung hoat dong ma dai ly thuc hien ma se co co che cu the (vi du: dai ly phat trien thue bao se duoc huong hoa hong va doanh so ban hang; dai ly ban the se duoc huong hoa hong hoac chenh lenh gia va doanh so mua hang; dai ly thu cuoc se duoc huong hoa hong va doanh thu tren hoa don thu duoc, trudng hop doi voi nhung hoa don no dong cuoc ma dai ly thu duoc thi muc hoa hong trich cho dai ly co the lon hon) Doi voi cac diem ban le: co the phan quyen cho dai ly tu phat trien khong han che va phai co co che kinh doanh thong nhat tai tat ca cac diem ban le can tao hinh anh thong nhat ve dich vu he thong diem phan phoi gioi thieu dich vu 109 3.2.4.2 Gidi phap ve mang ludi cung cap dich vu Mot nhung dieu kien tien quyet de dich vu IPTV cong chinh la chat luqng truyen tai dich vu Mot ly co ban la tham gia vao thi truong dich vu truyen hinh, dich vu IPTV da buoc phai canh tranh manh me vdi truyen hinh cap - mot loai hinh dich vu truyen hinh ma chat luqng phat song duqc coi la rat uu viet Chinh vi vay, de dam bao chat luqng phat song truyen hinh cung nhu cac chuong trinh VoD tren he thdng IPTV, co sd tang mang bang rong cua VNPT can phai duqc nang cap, md rong phu hop r r Theo md hinh cung cap dich vu, Cong ty VASC cung cap noi dung dich vu phoi hop vdi cac don vi cung cap dich vu truyen dan tdi cac VNPT tinh/thanh r A r va cac don vi cung cap dich vu tdi khach hang su dung Do qua nhieu cho khach hang Cac giai phap ve dau tu nang cap mang ludi bao gom: Day nhanh tien hoan thien mang NGN cua VNPT (ca ve mang true va mang truy nhap) nham dap ung kip thdi nhu cau ve dich vu bang rong cua ngudi su dung thdi gian tdi Dau tu md rong thiet bi DSLAM ca ve sd luqng lan dung luqng cong lap dat, tao muc san sang dich vu tu md rong pham vi thi trudng bang rong cua VNPT Hien muc chi phi su dung dich vu IPTV cao so vdi muc tieu dung va mot sd dich vu truyen hinh khac Do vay, de dam bao dau tu cd hieu qua va lay thu bu chi can chiem linh va hoan thien co sd tang vao cac thi trudng cd nhu cau cao, dem lai doanh thu ldn nhu ldn, cac trung tarn tinh, trung tarn huyen, cac khu cong nghiep, cac trung tam thuong mai, dich vu A •> Phat trien mang ludi theo hudng cap quang hoa nham tang dung luqng mang ludi, dong thdi phuc vu cho viec cung cap cac dich vu bang rong qua dudng cap quang Phat trien mang noi hat theo hudng cap quang hoa va giam dan khoang each r \ r a den nha thue bao nham nang cao chat luqng mang, dap ung nhu cau ve dich vu IPTV r r De dam bao chat luqng dich vu IPTV, cung cap cac dich vu mdi nhu dich vu 110 Triple-play, cac cong nghe ADSL+, ADSL+2 can duoc thay the cho cac cong nghe cu mot cach nhanh chong, truoc mat la tai cac khu vuc phO, dong dan cu 3.2.5 Giaiphap vexuc tien ho tra 3.2.5.I Nghien cini thi trucmg De trien khai dich vu Cong ty VASC da trien khai dot khao sat thi truong de tim hieu nhu cau khach hang, lam co so cho xay dung dinh huong phat trien dich vu Tuy nhien, nhu cau cua khach hang co the thay doi va bien dong; mat khac viec nghien cuu thi truong khong chi danh gia nhu cau khach hang ma danh gia ve dich vu, su tiep nhan dich vu, thong tin ve canh tranh va hinh anh dich vu Vi vay cong tac can duoc to chuc thuong xuyen voi muc dich va cap khac A Can to chuc thuc hien cac cong tac sau: Xay dung va phan tich he thong co so du lieu thi truong qua trinh trien khai dich vu tung giai doan; de nam duoc thong tin ve khach hang hien tai voi nhu cau da duoc cu the hoa Dinh ky tien hanh phan tich, xac dinh nhung vung thi truong tiem nang, vung thi truong da duoc khai thac, vung thi truong chua khai thac va danh gia quy mo cua tung thi truong (phan loai thi truong san pham, dich vu); y r Xac dinh cac vung thi truong tiem nang lon, cac san pham dich vu chu yeu co r doanh thu cao va co kha nang phat trien tuong lai Phoi hop voi cac VNPT tinh/thanh lap bo phan nghien cuu thi truong thuc hien chuyen trach cong tac thu thap thong tin, nghien cuu thi truong, khach hang, cac hoat dong cua doi thu canh tranh tren dia ban de cung phOi hop va quyet dinh kinh doanh co hieu qua Xay dung cac noi dung va nghiep vu nghien cuu thi truong cu the gom cac hoat dong: Xac dinh duoc nhu cau su dung dich vu tren tung dia ban, phan tich tinh trang r r r doi thu doi thu canh tranh va cac chinh sach canh tranh cua cac doi thu Tren tung vung thi truong kinh doanh cu the, tien hanh du bao nhu cau va du bao doanh thu tung phan doan Danh gia muc tham nhap cua dich vu va xu huong su dung dich vu Xay dung ke hoach hanh dong thuong mai lien quan Thiet lap cac bo phan ban hang va cham soc khach hang cho tung phan doan Ill To churc bo phan chuyen quan ly va phan tich dien bien san luong, doanh so tren tung vung thi truong cu the de giup quyet dinh quan ly kinh doanh kip thoi Da dang hod hinh thuc to chuc thu thap thdng tin va nghien cuu thi truong Loi the cua he thong IPTV la kha nang kiem soat muc su dung Vi vay, mot nguon thong tin quan ve khach hang da duoc cap nhat co so du lieu cua nha cung cap Ket hop vdi cac hinh thuc nghien cuu thi trudng khac co the danh gia khach hang va thi trudng tot hon Su dung cac bang hoi tren Web, dien dan dd thu thap cac y kien khach hang ve dich vu Xay dung didn dan rieng cho khach hang su dung dich vu MyTV de nghe cac y kien phan hoi ve dich vu true tiep nai, tiep nhan thdng tin cua khach hang ve dich vu To chuc hinh thuc dong gop bang tin nhan binh chon: ve danh gia chat luong dich vu, y kien khach hang ve dich vu sap trien khai To chuc phan tich so lieu khach hang ttr he thdng de tong hop nhung thdng tin can thiet nhu noi dung ngudi su dung ua thich, muc gia cudc dupe khach hang su dung nhieu nhat, thdi diem khach hang su dung nhieu nhat 3.2.5.2 Hoat ddng marketing t r r Hien tai ke hoach va chuong trinh marketing dich vu dupe Tap doan phan cap cu the: Phan truyen thdng tren tuyen (d muc toan qudc va chuyen cho dich vu IPTV) cong ty VASC thuc hien, phan truyen thdng dudi tuyen (tai cac dia ban va rieng biet) vao dieu kien thuc te va thdi diem cac VNPT tinh/thanh tu td chuc thuc hien Tuy nhien cac chien luoc va ke hoach Marketing thuc hien chua ddng bo va khong ddng thdi gitra cac VNPT tinh/thanh va cong ty VASC, vay hieu qua truyen thdng chua thuc su dat hieu qua; ddng thdi ke hoach kinh phi cho cac hoat dong cung chua cu thd dan tdi viec cac ke hoach truyen thdng thuc hien cham va hieu qua thap a r r •> Su can thiet phai xay dung ke hoach marketing cu the phu hop vdi cac muc tieu cho tung giai doan va su phan cong phdi hop chat che gitra cac don vi 112 Nghien cuu ban hanh ca che chi phi marketing dac thu cho cac khach hang lan tai cac vung diem kinh te, khu cong nghiep, khu kinh te md, khu che xuat, khach san To chuc thuong xuyen cac dot khuyen mai nhan dip ky niem cac le duoc gan lien vdi viec danh gia hieu qua cua tung chuong trinh va tren tung dia ban cu the Xay dung bo hinh anh nhan dien dich vu ket hop vdi phong each lam viec va a r a r thai phuc vu nham tao an tuong ban dau cho khach hang, tao su hai long doi vdi khach hang Lua chon cac kenh quang cao dich vu phu hop ve hinh thuc va chi phi + Tan dung cac kenh truyen thdng hien cd nhu cac an pham tap chi nganh, cac ban tin noi bo tap doan, Website cong ty, cac phuong tien bao dien tu VietNamNet A News, kenh truyen hinh VietNamNetTV, cac dip hoi nghi + Su dung cac hinh thuc truyen thdng tuyen truyen, phat td roi, truyen thdng hop tac quang cao tren cac kenh truyen hinh dia phuong VASC cd thd tan dung cac kenh truyen thdng cua buu dien tinh/thanh (mang ludi phan phoi, dai ly Buu dien) hoac quang cao cung cac dich vu khac cua Buu dien tinh/thanh phd Cac hoat dong khuyen mai can duqc gan lien vdi viec danh gia hieu qua cua tung chuong trinh va tren tung dia ban cu the Tan dung he thdng IPTV de thuc hien cong tac PR cho VNPT nham nang cao uy tin va thuong hieu cua VNPT tren thi trudng Cac kenh truyen hinh bien tap cua he thdng IPTV se trd mot nhung kenh quang cao hieu qua cho VNPT Dieu se giup cho VNPT khong bi phu thuoc qua nhieu vao cac phuong tien thdng tin dai chung khac Thiet lap va md rong cac mdi quan he vdi cac bo nganh lien quan nham tao dieu kien kinh doanh thuan lqi 3.2.5.3 Hoat dong cham soc khach hang r Theo phan quyen he thdng cung cap dich vu va cham soc khach hang, cac 113 VNPT tinh/thanh la don vi true tiep, cong ty VASC co bo phan cham soc khach hang qua Web, mail, va so dien thoai 18001255, dong thoi cung td chuc cac so dien r •> r \ thoai nong de dap ung cac thac mac cua cac don vi ve mang ky thuat va kinh doanh Tap doan cung nhu cac VNPT tinh/thanh da co nhung qui dinh cu the ve cac doi tuong khach hang: ca nhan, doanh nghiep, to chuc, khach hang dac biet voi nhung tieu chi ve then gian, doanh thu va phuc vu co quan chinh quyen Tuy nhien, dich vu mdi dbi gap nhieu nhung vudng mac tir khach hang can giai dap; viec cham soc khach hang can duoc td chuc qui mo hon nhSm giai dap thdng tin va nhung khieu nai cho khach hang tao thuan loi cho dich vu phat tridn Tai VNPT tinh/thanh can nang cao chat luong phuc vu cu the don giam hoa thu tuc dang ky thue bao (tuy nhien phai tinh den kha nang thu cudc), toan, nit ngan thdi gian tra loi khieu nai Cong khai cac chi tieu chat luong, thdi gian lap dat thi cong de khach hang duoc biet va phdi hop Bo phan cham soc khach hang cua VASC can lien lac phdi hop thuong xuyen vdi cac bo phan cua VNPT tinh/thanh nham cung cap them thdng tin tir dich vu va nhan lai cac thdng tin ve cham soc khach hang tir tinh/thanh de cd the phdi hop giai quyet cac thac mac khach hang cac tinh goi true tiep ve cong ty VASC Cac co che uu dai, cham soc khach hang can duoc quan triet va thuc hien thong nhat, day du tir VNPT cho den cac don vi vien Tuy nhien cung phai tao dieu kien cho cac don vi chu dong su dung sang tao cac hinh thuc cham soc khach hang phu hop vdi tinh hinh kinh doanh tren dia ban tren co sd chi phi hop ly r a r va cac quy dinh ve khung muc chiet khau thuong mai va hinh thuc qua tang cho cac khach hang ldn < > r VNPT tinh/thanh can tang cudng tiep xue khach hang thdng qua co sd du lieu nam giu, chu dong true tiep goi dien khach hang, tu vdn hd tro ky thuat dd phat hien nhu cau mdi va khoi day nhu cau tiem an cua khach hang Co sd du lieu khach hang duoc quan ly chat che va thuong xuyen cap nhat dung theo huong dan cua Tap doan quy dinh nghiep vu cham soc khach hang, dam bao tinh thuan tien va hd tro tich cue cho cong tac quan ly va cham soc khach 114 r hang Ngoai viec phan loai khach hang theo cac doi tuong la: ho gia dinh, co quan, doanh nghiep can cu vao thong tin tren phieu dang ky, nen can cu vao muc cudc su •> r r dung: hang quy thdng ke doanh thu tieu thu de phan loai so khach hang co doanh •> r thu tieu thu cao, thudng xuyen toan dung du de tang qua nhan dip tet, lap nganh Nganh, Thuc hien da dang hoa khach hang thuoc moi linh vuc, moi phan kinh Z A Z •> te, ke ca khach hang va ngoai nudc, cung co va giu vung khach hang truyen thdng Do uu the rieng cd cua tung dia phuong nen tiem luc cua khach hang mdi noi cung khac nhau, do can cd chinh sach uu dai cho khach hang tren co sd so sanh vdi nhung chinh sach uu dai cua cac doanh nghiep vien thdng khac tren cung dia ban 3.2.5.4 Gidi phap nguon nhan luc Dac diem cua nen kinh te thi trudng la tinh canh tranh gay gat nen cac doanh r a r t •> nghiep muon ton tai va phat trien phai khong ngung cai tien td chuc cho phu hop vdi chien luoc kinh doanh tung giai doan phat trien, nhan td ngudi ddng vai trd quyet dinh Dac biet linh vuc vien thdng, cong nghe thdng tin, ngudi van luon la yeu td quan trong viec quyet dinh dau tu cong nghe Tan dung tdi da ngudn nhan luc hien cd cua VASC va cac VNPT tinh/thanh dang thuc hien quan ly, khai thac mang vien thdng de quan ly khai thac he z z z thong cung cap dich vu IPTV Dao tao doi ngu thuc hien quan ly khai thac he thdng cung cap dich vu IPTV Van de dao tao chuyen mon, nghiep vu can phai duoc tien hanh thudng xuyen khai thac, van hanh dd bao dam cd duoc doi ngu can bo ky thuat du nang luc, trinh quan ly, khai thac du an Z A Cac hinh thuc nang cao chat luong ngudn nhan luc phat trien dich vu: Dao tao (bdi dudng) ngan han cho doi ngu can bo ky thuat true tiep quan ly, khai thac, kinh doanh he thdng thidt bi IPTV Kinh phi dao tao thdng thudng cac nha cung cap he thdng dai tho (nhung thuc chat da bao ham gia 115 thiet bi), vi vay can phai lua chon dung doi tuong de dua di dao tao va phai dam r r a phan thoa thuan voi nha cung cap he thong ve gia ca, noi dung, hinh thuc dao tao, dia diem Thue cac to chuc dao tao (co the la cac truong dai hoc chuyen nganh, cac vien nghien cuu chuyen nganh, trung tam dao tao boi duong can bo, ); Cong ty can phoi hop voi cac don vi dao tao chuyen nghiep de cong tac tap huan duoc bai ban va hieu qua Phoi hop voi cac nha cung cap thiet bi va giai phap cong nghe de to chuc ke hoach tap huan nang cao trinh nghiep vu cho cac bo phan lien quan nhu kinh doanh, ky thuat, nghien cuu phat trien de tiep nhan va phat trien he thong hieu qua •\ r a r a Trong truong hop can thiet thuoc vao nhu cau va yeu cau thuc te cua cac don vi, su dung hinh thuc tuyen dung them luc luong can bo khoa hoc ky thuat duoc dao tao theo dung chuyen nganh yeu cau De co the dam bao cho he thong co nhieu nguon noi dung phong phu, phu hop voi thi hieu khach hang thi nguon nhan luc danh cho viec phat trien va kinh doanh r a ? r •> noi dung la het suc quan Thoi gian dau trien khai dich vu, he thong co the uu tien cac noi dung hoan chinh, co the cung cap cho nguoi su dung Vi vay, A A r nguon nhan luc noi dung co the thuan mang tinh chat kinh doanh noi dung Tuy nhien, nguon nhan luc noi dung phai duoc cung co lien tuc de dam bao kinh doanh noi dung vua dam bao kha nang san xuat noi dung Tu viec mua cac noi dung nguyen ban, sau bo phan san xuat noi dung se tien hanh lam hau ky va cac cong az r r r y r doan can thiet truoc cung cap den khach hang va tien dan toi viec tu san xuat nhieu chung loai noi dung sau da dau tu duoc phong san xuat rieng Khi nguon nhan luc noi dung da rat lon manh se tien toi viec xay dung mot mo hinh phan phoi noi dung cho cac nha khai thac khac tai thi truong Viet Nam 116 3.3 Mot so kien nghi 3.3.1 Doi v&i Nha nuffc Theo qui dinh hien hanh, Bo Thong tin va Truyen thong quan ly gia cuoc doi voi nhung nha khai thac co thi phan chu dao, nhung nha khai thac khac duoc phep tu dat gia dan den cuoc chay dua ve gia cuoc, chat luong dich vu chua duoc quan tam dung muc Bo Thong tin va Truyen thong can nhanh chong ban hanh cac qui dinh ve quan ly chat luong dich vu vien thong noi chung va tieu chuan cho dich vu IPTV noi rieng, dong thoi tang cuong kiem tra giam sat viec thuc hien cac qui dinh nham dam bao quyen loi cua nguoi tieu dung va han che tinh tranh canh tranh khong lanh manh Van dung chinh sach khuyen khich phat trien va thuc day canh tranh vi6n thong cua Nha nuoc, nhieu doanh nghiep Vien thong moi da tao ap luc d£ duoc ket noi vao mang vien thong chung va ca mang vien thong cua VNPT lam giam tai nguyen co so tang cua VNPT Ket qua la cac doanh nghiep thu duoc loi nhuan rat cao nhung mang luon bi mach, lam anh huong den chat luong dich vu Ben canh do, viec dau tu phat trien mang luoi co chi phi rat cao, ton nhieu thoi gian phai tuan thu day du cac thu tuc ve dau tu Do do, Bo Thong tin f va Truyen thong can qui dinh cu the hon nhu cac doanh nghiep can thong bao ke F *> hoach phat trien thue bao truoc ket noi vao mang luoi; hoac co the ap dung han X XX F ngach ket noi tren co so tinh toan mot cach hop li co so tang cua cac ben SO luong doanh nghiep cung cap tang mang dang duoc xa hoi hoa va mo rong, nhien can duoc quy hoach nham dam bao phat trien thi truong lanh manh, tao dieu kien cho cac doanh nghiep tich luy von, tri, mo rong kinh doanh, tranh dau tu chong cheo va su dung co hieu qua tai nguyen vien thong va nguon luc quoc X X •> X gia Cac doanh nghiep can duoc tao dieu kien thuan loi de tan dung co so tang san co cung cap dich vu vien thong va Internet Cac doanh nghiep ban lai dich vu, cung cap dich vu gia tang gia tri, dich vu truy nhap va ung dung tren Internet can r duoc khuyen khich phat trien manh 117 3.3.2 Doi vd’i Tap doan Bu'u chinh Wen thdng Viet Nam r x r Moi truong kinh doanh da va dang xuat hien cang nhieu cac doi thu canh tranh, nguy co chia se thi phan rat ldn va kho tranh khoi X X f Viec da giao quyen chu dong thuc hien ke hoach kinh doanh da tao dieu kien VNPT tinh/thanh phd chu dong hon kinh doanh Tuy nhien, cung can co dinh hudng chung cua Tap doan tap trung phat trien cac dich vu Tap doan r r r y r cung cap Cong tac tu tudng va phoi hop giua cac don vi can co su thong nhat va dieu chinh tu cap Tap doan Thoi gian dau cung cap dich vu, gia thiet bi cao va phai tuan thu cac yeu ciu ve ky thuat nham dam bao thong nhat ve he thong va thuan loi cho cong tac r r giam sat dich vu va cham soc khach hang Tuy nhien, viec cung cap tap trung thiet bi chua duoc kip thoi gay nhung kho khan cho viec phat trien Khi dich vu phat triSn rong cac VNPT tinh/thanh da nam ve dich vu; Tap doan cho phep cac don vi chu dong nghien cuu va tim nguon hang tren co sd nhung tieu chuan ky thuat Tap doan qui dinh ve gia cudc va chinh sach cudc, dac diem cac dia ban khac nhau; Tap doan co the qui dinh muc khung va cac chuong trinh khuyen mai linh hoat tu Cong ty VASC chu dong phoi hop vdi cac VNPT tinh/thanh xay dung nhung co che hop ly va thoa thuan phan chia doanh thu tren co sd phu hop vdi dieu kien thi truong KET LUAN CHVONG •» r Chuong 3, da danh gia chung xu hudng phat trien cua dich vu va mot so du bao ve thi truong dich vu IPTV cua cac hang nghien cuu thi truong chuyen nghiep Quoc te; dong thoi la mot so giai phap co ban de Cong ty VASC day manh phat trien dich vu IPTV thoi gian tdi Cac goi y va de xuat duoc lua chon tren co sd phan tich thuc Uang qua trinh trien khai dich vu ban dau, ben canh tham khao nhung kinh nghiem thuc te cua mot so doanh nghiep da trien khai dich vu cong tren the gidi Thuc hien tdt cac giai phap kien nghi cung nhu thao go duoc X nhung kho khan da neu se gop phan giup cho don vi dat duoc chi tieu ke hoach r duoc giao, dem lai hieu qua kinh doanh va nang cao vi the canh tranh cua Cong ty VASC va Tap doan VNPT tren thi truong Viet Nam 118 KET LUA• N Thi truong dich vu IPTV tai Viet Nam dang cang co co hoi phat trien; dich vu IPTV cua Cong ty VASC dang din hoan thien va phat trien theo chieu huong khoi sac Qua qua trinh tap hop, thong ke va phan tich; de tai da neu va phan tich qui trinh chung voi cac buoc thuc hien de trien khai dich vu IPTV tu qua trinh chuan bi cac yeu to can thiet va cac buoc thuc hien qui trinh de kinh doanh dich vu De tai cung tdng ket duoc nhung kinh nghiem qui bau cua cac doanh nghiep tren the gioi lam bai hoc cho cac doanh nghiep tien hanh trien khai IPTV Cung voi ket qua phan tich thi truong va nhung yeu to thuan loi cho viec trien khai dich vu Qua trinh mo ta chi tiet cong doan chuan bi de trien khai dich vu va phan tich qua trinh tien hanh kinh doanh cung nhu nhung ket qua dat duoc cua Cong ty VASC De tai danh gia nhung diem manh va ket qua dat duoc; dong thoi chi nhung han che can khac phuc hoac can cai thien de viec kinh doanh dich vu IPTV cua Cong ty VASC duoc hoan thien va dat hieu qua hon Nham hoan thien hon nua nhung han che kinh doanh, tren co so phan tich xu huong va co hoi cung nhu cac dinh huong lon cua Nha Nuoc Viet Nam; De tai di xult cac nhom giai phap co tinh thuc te va phu hop voi cac yeu to moi truong lam co so cai thien cac han che dang ton tai; gop phan day manh qua trinh kinh doanh dich vu IPTV cua Cong ty VASC; dong thoi nang cao hieu qua kinh doanh va day nhanh qua trinh chiem linh thi truong tang suc canh tranh Them nua, De tai da de xuat duoc qui trinh va noi dung kinh doanh IPTV co ban; dong thoi trai nghiem qui trinh qua thuc te Cong ty VASC Nhung tap so lieu va ket qua phan tich thi truong la nhung tai lieu thuc te va cong phu lam tai lieu tham khao co y nghia cho cac doanh nghiep dinh huong trien khai dich vu IPTV tai Viet Nam DANH MUC TAI LIEU THAM KHAO • • Bui Xuan Phong (2003), Quan tri kinh doanh Buu chinh Vien thdng, Nha xuat ban Buu dien, Ha Noi Hoang Due Than (2007), Giao trinh giao dich va dam phan kinh doanh, Nxb Thdng ke, Ha Noi Hoang Due Than, Dang Dinh Dao (2008), Giao trinh Kinh te thuong mai, Nxb Dai hoc kinh te quoc dan, Ha Noi Hoang Minh Duong, Nguyen Thua Loe (2005), Giao trinh Quan tri doanh nghiep thuong mai(tap 1,2), Nxb Lao dong - xa hoi, Ha Noi r r Luu Van Nghiem (2009), Marketing dich vu, Nxb Dai hoc kinh te quoc dan, Ha Noi Nguyen Xuan Quang (2007), Giao trinh Marketing thuong mai, Nxb Dai hoc kinh te quoc dan, Ha Noi Tap doan Buu chinh Viln thong Viet Nam (2009), Tdi lieu tham khao phuc vu lanh dao va cdn bo quan ly, Trung tam Thong tin va Quan he Cong chung, Ha Noi Tap doan Buu chinh Vien thong Viet Nam (2010), Tdi lieu tham khao phuc vu lanh dao va cdn bo quan ly, Trung tam Thong tin va Quan he Cong chung, Ha Noi Thu tuong Chinh phu (2001), Quyet djnh 158/2001/QD- TTg, Chien luge phat trien Buu chinh - Vien thong Viet Nam den nam 2010 va dinh huong den nam 2020 10 Tran Minh Dao (2006), Giao trinh Marketing cdn ban, Nxb Dai hoc Kinh te quoc dan, Ha Noi 11 Uy ban thuong vu Quoc hoi (2002), Phap lenh Buu chinh Vien thdng, so 43/2002/PL-UBTVQH10, Ha Noi 12 13 Vien Kinh te Buu dien (2002), Chien luoc Marketing vien thdng, Nha xuat ban Buu dien, Ha Noi Website: www.vnpt.com.vn Tap doan Buu chinh Vien thong Viet Nam http://www.iptv-report.net/ http://mytv.com.vn/ www.mic.gov.vn Bo Thdng tin va Truyen thong http://www.vnnic.vn Trung tam Internet Viet Nam VNNIC http://www.tapchibcvt.gov.vn Tap chi Buu chinh vien thong http://www.vtn.com.vn Cong ty Vidn thong lien tinh