Vận dụng quan hệ công chúng trong kinh doanh dịch vụ điện thoại di động của tổng công ty viễn thông quân đội viettel

, S _ AZ AZ A TRUONG DAI- HOC KINH TE QUOC DAN Nguyen Thi Hai Yen DAI HOC KTQD TT THONG TIN THU VIEN PHONG LUAN AN ■ TV LIEU LUAN VAN THAC SY • • VAN DUNG QUAN HE CONG CHUNG TRONG KINH DOANH RICH VU DIEN THOAI DI DONG CUA TONG CONG TY VIiN THONG QUAN DOI - VIETTEL CHUYEN NGANH QUAN TRI KINH DOANH THUONG MAI Ngudi hudng din khoa hoc: PGS.TS Nguyin Xuan Quang HJOC Ha Noi - 2009 MUC • LUC • DANH MUC CAC KY HIEU , CHU’ VIET TAT v DANH MUC BANG vi DANH MUC HiNH VE vii LOI NOI DAU Z « X O A z CHVONG I: LY LUAN CHUNG VE QUAN HE CONG CHUNG TRONG KINH DOANH DICH VU DIEN THOAI DI DONG 1.1 Khai niem, vai tro va dac diem cua quan he cong chung Quan he cong chung kinh doanh dich vu dien thoai di dong 1.1.1 Khai niem Quan he cong chung 1.1.1.1 Ly thuyet giao tiep - co so ly luan cua nganh Quan he cong chung 1.1.1.2 Lich su doi Quan he cong chung: 1.1.1.3 Dinh nghia Quan he cong chung 1.1.2 Vai tro cua Quan he cong chung kinh doanh dich vu dien thoai di dong 12 1.1.2.1 Lam cho moi nguoi biet va hieu ve doanh nghiep 12 1.1.2.2 Xay dung hinh anh va uy tin cho doanh nghiep 13 1.1.2.3 Cung co niem tin cua khach hang doi voi doanh nghiep 13 1.1.2.4 Khuyen khich va tao dong luc cho nhan vien 14 1.1.2.5 Bao ve doanh nghiep truoc nhung khung hoang 14 1.1.3 Dac diem cua Quan he cong chung kinh doanh dich vu dien thoai di dong 15 1.1.3.1 Dac diem chung 15 1.1.3.2 Moi quan he tuong tac giua Quan he cong chung, Marketing va quang cao 17 1.1.3.3 Diac diem cua dich via dien thoai di dong 21 1.2 Noi dung cua hoat dong quan he cong chung 22 1.2.1 Nghien cuu moi truong kinh doanh 22 1.2.2 Xay dung chien luoc, ke hoach chuong trinh 215 1.2.3 To chuc thuc hien 30 1.2.4 Danh gia va dieu chinh 32 1.3 Tieu chi va mot so phuong phCp danh gia hoat dong Quan he cong chung cua doanh nghiep 213 1.3.1 Tieu chi danh gia 33 1.3.2 Mot so phuong phap danh gia 34 1.4 Kinh nngiem there hum chhumg trinn Quun heconn chhnn cua cac to chuc 35 1.4.1 Kinh nghiem cua MobiFone 35 1.4.2 Kinh nghiem cua Cong ty SBC 38 CHtfONG II: PHAN TICH THU’C TRANG HOAT DONG QUAN HE CONG CHUNG TRONG KINH DOANH DIEN CUA • THOAI • DI DONG • VIETTEL 44 2.1 Khai quuC hinli hhith hosit dong kinh doonh cua Viettel 44 2.1.1 Thi Wong thong tin di dong Wit Naan 4-6 2.1.2.Quu trinh hinh vv ppat trien cua Viettel 48 2.1.2.1 Dac diem kinTi doann dich vv dien thoai di ddng, tai Viettet 48 2.1.2.2 Cac dich vu cha yeu 55 2.1.2.3 Cong nghn su dung 55 2.1.3 Tinh hinh hoat dOng kinh doanh cUn Viettel 555 2.1.3.1 Chi tieu doanh thu 55 2.1.3.2 Chi tieu nOp ngan sach 58 2.1.3.3 Chi tieu nang suat lao dOng 59 2.1.3.4 Chi tieu xay dung mang ludi 60 2.1.3.5 Chi tieu phat trien thue bao 60 2.1.3.6 Mot so chi tieu khac 64 2.2 Thirc trang boat dong quan he cong chung kinh doanh dich vu dien thoai di dong tai Viettel 65 2.2.1 Dac diem hoat dong PR kinh doanh dich vu dien thoai di dong tai Viettel 65 2.2.2 Thue trang nghien cuu moi truong 67 r r 2.2.3 Thue trang xay dung chien luge, ke hoach, chuong trinh 71 2.2.4 Thue trang to chuc thue hien 76 2.2.5 Thue trang danh gia va dieu chinh 87 2.3 Nhfrng cong va ton tai cua Viettel cac chuong trinh Quan he cong chung 88 2.3.1 Nhung cong va nguyen nhan 88 2.3.3 Nhfrng ton tai va nguyen nhan 90 CHLONG III: GIAI PHAP HOAN THIEN HOAT DQNG QUAN HE CONG CHUNG TRONG KINH DOANH DICH VV DIEN THOAI DI DONG TAI VIETTEL 92 3.1 Dinh huong phat trien cua Viettel den nam 2015 92 3.1.1 Dinh huong phat trien kinh te va ky thuat 92 3.1.2 Dinh huong xay dung to chuc va nguoi 93 3.2 Giai phap hoan thien hoat dong Quan he cong chung kinh doanh dich • vu• di dong • “ cua Viettel 95 3.2.1 Quan diem van dung Quan he cong chung 95 3.2.2 Giai phap hoan thien hoat dong Quan he cong chung kinh doanh dich vu di dong cua Viettel 96 3.2.2.1 Hoan thien va nang cao hieu qua cua bo may to chuc 96 3.2.2.2 Hoan thien va nang cao cong tac nghien cun moi truong .100 3.2.2.3 Nhom cac giai phap hoan thien va nang cao cong tac xay dung chien luoc, ke hoach, chuong trinh PR 102 3.2.2.4 Hoan thien va nang cao cong tac to chuc thuc hien 111 r 3.2.2.5 Giai phap hoan thien cong tac danh gia ket qua 115 3.3 Cac kien nghi dieu kien 117 3.3.1 Kien nghi doi voi Co quan quan ly 117 3.3.2 Kien nghi doi voi Tong cong ty vien thong Viettel 118 KET LUAN .119 DANH MVC TAI LIEU THAM KHAO PHU LUC DANH MUC • NHUNG TU VIET TAT TRONG LUAN • VAN Tfr viet tat 3G Ten day du/ y nghia Third generation: La cong nghe truyen thong thu 3, cho X phep truyen ca du lieu thoai va du lieu ngoai thoai (tai du r \ lieu, gui email, tin nhan nhanh, xem truyen hinh ) BCVT Bo buu chinh vien thong CDMA Nghia la da truy cap (da ngubi dung) phan chia theo ma EVN Cong ty vien thong dien luc Viet GMS He thong di dong toan cau GPRS Dich vu vo tuyen goi chung MPR Maketing quan he cong chung PR Quan he cong chung Viettel Tong cong ty vien thong quan doi Viettel VMS Cong ty thong tin di dong Viet Nam VNPT Tap doan buu chinh vien thong Viet Nam To chuc thuong mai the gibi r WTO DANH MUC HiNH x r \ r Hinh 1.1 Mo hlnh truyen thong tuyen tinh mot chieu Hlnh 1.2 Mo hinh qua trinh truyen thong vdi cac ca nhan Hinh 1.3 Mo hlnh vdi khan gia dai chung hay khong qua phuong tien truyen thong dai chung Hinh 1.4 Bieu quan he cong chung thong tin chieu r Hinh 1.5 Moi quan he tuong tac giua PR va Marketing Hinh 2.1 Bieu doanh thu cua Viettel giai doan 2004 - 2008 Hinh 2.2 Doanh thu cua cac cong ty vien thong nam 2008 Hinh 2.3 Nop NSNN cua cac doanh nghiep vien thong nam 2008 Hinh 2.4 Bieu so luqng thue bao cua cac DNVT giai doan 2004 - 2008 Hinh 2.5 So luqng thue bao di dong nudc va cac dich vu vien thong cua Viettel Hinh 2.6 Bieu thi phan di dong nam 2002 - 2005 Hinh 2.7 Bieu thi phan di dong nam 2008 Hinh 3.1 Phan tlch chuong trinh PR tong the nhung phan viec nho de quan ly Hinh 3.2 So quy trinh quan he cong chung r t r r x r f Hinh 3.3 Cac doi tuqng cong chung bien doi vdi hau het cac loai to chuc Hinh 3.4 Dudng tdi han cua viec thuc hien cac goi tai lieu danh cho gidi truyen thong Hinh 3.5 Mo hinh danh gia vi mo cua Macnamara DANH MUC CAC BANG BIEU Bang 2.1 Doanh thu cua Viettel giai doan 2004 - 2008 Bang 2.2 Doanh thu cua cac cong ty vien thong nam 2008 Bang 2.3 Nop NSNN cua cac doanh nghiep vien thong nam 2008 Bang 2.4 Nang suat lao dong cua doanh nghiep co doanh thu lOn Bang 2.5 So lupng thue bao va thi phan dich vu dien thoai di dong cua cac mang giai doan 2000 - 2008 Bang 2.6 So lupng thue bao di dong nuoc va cac dich vu vien thong cua Viettel Bang 2.7 So sanh thi phan thue bao di dong nam 2005 va nam 2008 ' ' ' •' Bang 2.8 So ngubi biet den cac mang qua cac cong cu xuc tien TRlTdNG DAI HOC KINH TE QUOC DAN Nguyen Thi Hai Yen VAN DUNG QUAN HE CONG CHUNG TRONG KINH DOANH DICH VU DIEN THOAI DI DONG CUA TONG CONG TY VltN THONG QUAN DOI - VIETTEL ■ • ■ ■ CHUYEN NGANH QUAN TRI KINH DOANH THUONG MAI TOM TAT LU AN VAN THAC SY Ha Noi - 2009 ■ ■ 112 nhan dang su dung dich vu vdi niem vui rang rd nhu the nao Co nhu vay, moi ngudi mdi tin va ghi nhd thong diep Viettel can tiep tuc tri va tim cach thuc mdi me viec to chuc sinh nhat cho cac khach hang thue bao tra sau co muc cudc phat sinh ldn Viettel nen tan dung he thong tong dai co quy mo ldn nhat Viet Nam vdi hon 4000 tong dai vien, so line ket noi la 4600, thdi gian chd ket noi toi da la 60 giay de cham soc khach hang tot nhat Ngoai chuong trinh Privilege, Viettel tiep tuc trien khai thuc hien cac chuong trinh khac nhu: tang qua khach hang dac biet hang thang; tri an khach hang Nhd do, Viettel duoc danh gia la nha cung cap dich vu vien thong dan dau d cac quoc gia dang phat trien to chuc WCA (World Communication Awards) binh chon Doi vffi hop bao, can phai: + Co muc tieu va thong diep cu the + Chuan bi trudc thong tin cho bao chi + Lap danh sach va chi mdi nhung phong vien bao dai phu hop vdi noi dung cuoc hop bao + Chuong trinh hop bao nen tap trung va co dong + Chuan bi trudc nhung cau hoi lien quan ma bao chi co the hoi, dac biet la mot so cau hoc bua + Han che so ngudi ngoi tren ban chu toa Phan cong cu the nhung van de cho tung vien tra ldi De thu hut su quan tam cua bao chi, thong cao bao chi can dap ung cac tieu chi sau: + Kich thich su to mo Ban than ldi tua cua thong cao bao chi phai goi su to mo + Trinh bay ngan gon: nhan manh duoc y can noi hon la ke le dai dong ma chang co lien quan gi + Tap trung vao chu de: Khong nen tham lam dua qua nhieu thong tin + Neu bat y quan trong: muon hap dan bao chi nen dua thong tin quan len trudc (tieu de), sau mdi dien giai 113 Giao tiep cd nhan Tim kiem ca hoi phat bieu tncac cong chung: ngoai cac cuoc hoi thao, hoi nghi hoac str kien doanh nghiep to chuc hoac tai tro nen tim kiem cac co hoi khac de phat bieu trudc cong chung Viettel nen chu dong va tim kiem cor hoi tham gia cac su kien lien quan den hoat dong cua doanh nghiep se duoc to chuc thdi gian tdi Chuan bi bai phat bieu: Muc tieu la cho cong chung biet ban den tu doanh nghiep nao, san pham cua ban la gi? cuoi cung la cho ho hieu va mua san pham cua ban Do vay lua chon chu de phat bieu cd lien quan den muc tieu nhung phai kheo leo de thu hut su quan tam cua moi ngudi Se la bo ich cho moi ngudi neu bai phat bieu de cap den loi ich va nhung van de ma ngudi nghe dang mong muon hay quan tam Trong luc phat bieu: Neu bai phat bieu cd noi dung hay nhung each trinh bay buon chan va te nhat thi cung vo nghia Phat bieu lam de ngudi nghe cam thay thoai mai bang nhung cu chi, ldi noi than thien xen lan cau chuyen hai hudc Duy tri quan he vai nguai nghe: Ket thuc phat bieu chua phai la het Do mdi chi gay dung mdi quan he vdi ngudi nghe Phai tiep tuc tri mdi quan he tuong lai bang each phan phat cho ho nhung tai lieu quan he cong chung gidi thieu ve doanh nghiep Cach tot nhat la xin danh sach nhung ngudi da tham gia cung vdi dia chi lien lac de sau cd the gui ban tin doanh nghiep cho ho Trong chuong trinh phong van can chu dong tham gia va chuan bi tot trudc, va sau phdng van nham dat hieu qua tot nhat Chuan hiphdng van, can limy: Tim hieu cau hoi: de chuan bi trudc cau tra ldi hoac nhung thong tin xoay quanh van de can trao ddi Chuan bi thong tin them: cd the gui kem tb rcri hoac brochure gidi thieu cong ty neu co nhung thong tin lien quan Chuan bi hinh anh: co the chuan bi trudc anh de phong vien lua chon neu phu hop vdi thong tin bao yeu cau Chon nori phong van: tranh sir di lai cua moi ngudi lam mat tap trung Trong qua trinh phdng van: 114 Str dung may ghi am: mot so phong vien chuan bi may ghi am hoac khong Chu y tra loi phai het sue ro rang, ghi am la "bang chung" duoc su dung ban khieu nai thong tin sai Di thang vao cau hoi Co gang nhac di nhac lai thong diep ban muon noi Co the “lai” duoc nguoi phong van Xie ly nhung cau hoi hoc bita Thong thudng la nhung cau hoi lien quan den cuoc khung hoang Thubng xoay quanh den van de quyen loi ngubi bi thiet hai, ngubi mua hang bi loi Tot nhat nen nghi toi tat ca nhung cau ma phong vien co the hoi dong thoi chuan bi thong tin chi tiet de tra loi Su dung nhung tu “nhe” de lam diu van de Neu nhung kho khan rui ro ngoai y muon Luon bay to thong cam voi ngubi bi hai va thien chi cua doanh nghiep Luon de cap den nhung dieu tot Tim kiem su thong cam Quan he vai giai truyen thdng Trudc day, Viettel cong mot phan la nho da tao duoc mdi quan he than thiet vdi gidi Do do, phai nhanh chong thuc hien viec phan cap va trach nhiem cu the cho cac phong ban Viec Ban chinh sach cua tong cong ty va phong PR cua cong ty Viettel telecom cd nhieu chong cheo, mat nhieu thoi gian cho trien khai ke hoach PR cu the Viec to chuc hop bao hoac to chuc chao mung bao chi nen lua chon nhung bao cd tam anh hudng ldn tranh khuyec truong qua nhieu khong hieu qua Danh sach bao chi nen chon loc Sau hop bao phai kiem tra viec dua tin de rut kinh nghiem lan sau Viettel thubng khong kiem tra viec dang tai tren cac bao day du vi phan tham gia qua nhieu Nen moi cd tinh chat chon loc va xay dung chuong trinh cd tinh tam hon Thdng cao bao chi: Hien tren website cua Viettel cd rat nhieu thong tin Tuy nhien, tieu de cua cac thdng cao chua hap dan Cac phong vien bao dai it cd thoi gian tim thdng tin kieu do, viettel phai thubng xuyen lien he vdi nhom doi 115 tuong co thong tin moi ma khong co dieu kien to chuc hop bao, tranh truong hop chuong trinh da cung cap cho khach hang ca thang troi moi gui thong tin den cho bao chi Nhung truong hop nay, co hoi cua Viettel da bi bo qua rat nhieu Cac xuat ban pham Tin tuc Viettel la an pham duoc trinh bay dep, trang Tuy nhien thong tin chua thuc su hap dan Da la to noi bo nen co nhieu thong tin hon la cac mau chuyen mang tinh xa hoi Trong do, thong tin so sai, chua duoc dau tu dung tam Dac biet, viec gioi thieu nhung tam guong dien hinh cua Viettel cOn mang tinh hinh thuc Co the cai tien de nguoi Viettel cam thay chan trong, tu hao duoc vinh danh Qua tao cho nhieu nguoi cung muon duoc vinh danh nhu ho Co the chuyen tai nhieu noi dung phong phu thong qua ban tin nhu cac thong tin ve san pham moi, san pham cai tien, hoat dong noi bat cua cong ty, cac su kien, hoat dong nghien cuu, van de nhan su, cac hoat dong xa hoi Muon thu hut duoc su quan tam cua moi nguoi, ban tin can dua nhung thong tin mang lai loi ich cho nguoi doc voi hinh thuc trinh bay dep Trang website cua Viettel nen cai tien de bat ky luc nao nguoi Viettel cung nhu cong chung co the xem duoc nhung thong tin cap nhat tu phia Viettel Giao dien cua trang web khong an tuong, thong tin so sai Nhieu le lon, nhieu su kien khong duoc dua len kip thoi tren trang Ngoai ra, Viettel nen tao co hoi xuat hien truoc cong chung nhan dip cac le dac biet Qua do, cam on su nhiet ung ho cua cong chung de cang phat trien hon 3.2.2.5 Giai phap hoan thien cong tac danh gia ket qua va dieu chinh Viec danh gia chuong trinh PR mang tinh hinh thuc Nen danh gia chuong trinh mot cach thuong xuyen, lien tuc Ke ca viec thuc hien va danh gia nen duoc de tu xay dung chuong trinh de moi nguoi de dang thuc hien Du la chuong trinh to chuc su kien, hoi thao, hop bao hay bat cu chuong trinh PR nao nen de cao cong tac danh gia Trong cac hoat dong phat huy sang kien y tuong nen to chuc cuoc thi lay y tuong cho hoat dong danh gia Dieu gop phan nang cao cua moi vien doi voi cac hoat dong cong chung, tu hinh trach nhiem doi voi tap the tot hon Co the tham khao mot so cach thuc to chuc va danh gia theo mo hinh duoi day DANH GIA CHUONG TRINH PR GIAI DOAN HOAT DONG A KET QUA Muc tieu hoan hoac van de duoc giai nnvet I \ so luong nguoi hOnh xu theo mong muon So luong nguoi thay doi thai PHUONG PHAP • • Quan sat (trong mot so truong hop) Nghien cuu dinh huong • • • Thong ke doanh so, so nguoi dang ky Nghien cuu dinh luong Nghien cuu dinh tinh (su chap nhan nhan thuc) Nghien cuu dinh luong Thong ke ve doc gia, khan gia, thinh gia So luong tham du cac su kien Ty le tham van hay phan hoi (nhu phieu dang ky, cuoc goi So luong nguoi biet den noi dung thong diep So luong nguoi xem xet thong diep So phat hOnh Phan tich khan gia Phan tich hoat dong dua tin cua cac phuong tien truyen thong (phan tich thOnh tinh tich cuc, tieu cuc, trung lap - Phan tich noi dung truyen thong) So luong nguoi tiep nhan thong diep So luong thong diep ho tro muc tieu DAU RA So luong thong diep duoc truyen tai tren phuong tien truyen thong So luong thong diep duoc truyen tai Chat luong cua hinh thuc trinh bOy thong diep (kieu dang thiet ke cua ban tinh hay tap sach quang cao, tinh thoi su cua cau chuyen DAU VAO Giam sat phuong tien truyen thong (cat bao vO luu bang hinh/tieng) Thong ke phan phoi/ phat hOnh RO soat voi chuyen gia Phan hoi • Khao sat khan gia Giai thuong Trac nghiem tinh de doc Ti'nh thich hop cua noi dung thong diep Dien cuu Thu nghiem truoc RO soat Thu nghiem truoc (vi du nhom tap Tinh thich hop cua phuong tien truyen thong Su thoa dang cua thong tin nen tang, thong tin tinh bao vO nghien cuu RO soat Hinh 3.5- Mo hinh danh gia vi mo cua Macnamara (Nguon Anne Gregory Sang tao chien dich PR hieu qua, Do luong 117 3.3 Ok' kien ughi kien 3.3.1 Kiennghi doi voi co’ quanquanly Hien nay, cac chuong trinh dao tao PR chua chuyen nghiep Sach tham khao rat nhieu nhung sach giao khoa cho nganh cdn dang giai doan hoan thien Do vay, Bo giao duc can nhanh chong qui chuan cac chuong trinh dao tao PR he thong giao duc hien Viec thieu tai lieu giang day lan giang vien linh vuc can phai co dinh hudng dao tao hop ly de bo sung phu hop vdi tinh hinh thuc te Tuyen truyen giao duc, de cao yeu to dao due trach nhiem doi vdi cac nha cung cap dong thdi canh tinh ngudi tieu dung hay thong minh trudc mot "bien" thong tin, danh bong thuong hieu, ten tuoi thai qua nhu hien Co che tai xu phat nghiem khac vdi cac trudng hop gia mao, dua nhieu thong tin bop meo thi trudng va cac doi thu nham muc dich kiem loi ve minh Thuc te cho thay, hoat dong PR tai cac doanh nghiep van mang tinh tu phat va ngan han Nha nudc can ho tro cac chuong trinh dao tao va huan luyen cho cac lanh dao doanh nghiep hieu sau hon ve vai tro, chuc nang cua hoat dong PR ca nudc va quoc te Nha nudc can ho tro tich cuc cho hoat dong PR cua doanh nghiep vien thong tren thi trudng quoc te Khi xay dung chuong trinh thuong hieu quoc gia, Nha nudc can dua cac hoat dong PR linh hoat vao, chuong trinh co tinh dinh hudng quoc gia giup cac doanh nghiep co co so tham gia Nhanh chong ho tro cac doanh nghiep vien thong xay dung co sd tang dong bo, tien tdi dua Internet den tan cac vung mien xa xoi heo lanh nhat tao dieu kien de cac doanh nghiep thuc hien chuong trinh PR truc tiep den cac khach hang Hien viec dua Internet bang rong ve vung sau, vung xa nguon thu khong du bu dap chi phi cua doanh nghiep, vi vay can huy dong tu Quy dich vu vien thong cong ich, cac nha quan ly can danh gia lai thi trudng, de xuat moi trudng phap ly phu hop Nha nudc can tao dieu kien thdng thoang dau tu, quan ly khai thac chung ting, se xu ly cac kho khan ve lap dat tram BTS, truyen dan song phat truyen hinh, truyen so lieu Ho tro va trien khai dong bo van de ngam hoa cac cong trinh mang cap nhu cap quang, cap dong, cap truyen hinh, cap dien luc, lam the nao vua dam bao my quan vua an toan 118 Tao moi truong canh tranh lanh manh, hop ta.c de cung phat trien cong nghe 2G va 3G Nha nudc can dua chinh sach phu hop nhamn tap trung phat trien dien thoai co dinh, dien thoai di dong tra sau, han che dien thoai di dong tra trudc Doi vdi Bo thong tin va truyen thong, can co hudng chi dao, giam sat chat che va xu ly vi pham nghiem khac doi vdi cac truong hop vi pham Tao moi truong canh tranh binh dang giua cac nha cung cap, co dinh hudng chien luoc cho toan nganh ca ke mat cong nghe va xay dung thuong hieu trudc su canh tranh gay gat cua cac tap doan vien thong quoc te Cung cap va ho tro thong tin kip thoi cho cac doanh nghiep nganh vuon thi truong quoc te To chuc cac lop dao tao ngan han cho cac doanh nghiep ve PR Trang bi cho cac don vi kien thuc nen tang, dao duc nghe nghiep nham lanh manh hoa hoat dong PR trudc mat va lau dai 3.3.2 Doi voi Tong cong ty vien thong Viettel Can co dinh hudng dung dan va lau dai viec xay dung va trien khai cac chuong trinh quan he cong chung kinh doanh noi chung, kinh doanh dich vu dien thoai di dong noi rieng Bat ky chuong trinh PR nao du qui mo ldn hay nho cung can tuyet doi tuan thu theo dinh hudng chung Tich cuc, chu dong nang cao nang luc doi ngu quan ly xay dung va to chuc cac chuong trinh PR Hinh bo may to chuc chuyen nghiep doi hoi gioi ve chuyen mon, am hieu luat phap, dao duc nghe nghiep cao dam nhiem vai trd nong cot cac chuong trinh PR Cu can bo tham gia cac ldp tap huan ca va ngoai nudc nham nang cao trinh do, nhan thuc ve cac hoat dong PR Phat huy tinh chu dong nghien cun kinh nghiem cua cac nudc, dac biet la nganh vien thong xay dung cac chuong trinh PR Khong chi van dung linh hoat, co hieu qua chuong trinh nudc ma nhan manh viec ap dung tai thi truong nudc ngoai Neu cao tac phong, dao duc nguoi linh kinh doanh Co hinh thuc xu phat nghiem khac vdi bo phan hoac ca nhan nao co tinh vi pham gay that thiet va giam niem tin cua khach hang ve dich vu Viettel dang cung cap Ngan chan kip thoi, xu ly nghiem khac dong thoi dua cac kien nghi cho cac co quan quan ly nham dieu chinh phu hop vdi tinh canh tranh cong bang doi vdi linh vuc kinh doanh dien thoai di dong 119 KET LUAN Dau tu cho nganh vien thong noi chung, dich vu dien thoai di dong noi •> r \ r rieng co vai trd dac biet quan ddi voi su phat trien cua nen kinh te Viet Nam Chu truong tu hoa thi trudng vien thong khong chi anh hudng den ban than cac doanh nghiep nganh ma anh hudng den hau het cac linh vuc khac Hang loat cac doanh nghiep vien thong nude va quoc te r x ddi thdi gian qua cho thay su phat trien dung hudng mang lai nhieu loi ich thiet thuc cho ngudi tieu dung va thuc day nhieu nganh nghe xa hoi cung phat trien De ton tai va dung vung tren thuong trudng ddi hoi cac doanh nghiep kinh doanh linh vuc phai khong ngung ddi mdi, cung cap cho thi trudng da dang ve dich vu, dam bao chat luong vdi gia hop r r \ ■> / ly nhat Cd rat nhieu each de dua san pham va dich vu den vdi cong chung r r r nhung khong the bo qua vai trd cua PR, nhat la doi vdi cac nha cung cap dich vu thong tin hien dai nhu hien X Gop phan vao cong vdi nhung buoc phat trien ngoan muc, cac chuong trinh PR thuc su co y nghia viec tao lap va tri hinh anh tot r dep cua Viettel doi vdi cong chung Tuy nhien qua trinh van dung Viettel van chua phat huy duoc het loi ich ma PR mang lai Trong qua trinh nghien cuu, luan van da dua mot so giai phap nham han che nhung yeu diem Cac noi dung chinh ma luan van da de cap va giai quyet bao gom: He thong nhung van de co ban ve PR nhu ban chat, dac diem dich vu dien thoai di dong, cac nhan to anh hudng va viec van dung PR kinh doanh lam co sd cho viec phan tich thuc trang hoat dong PR kinh doanh dich vu dien thoai di dong tai Viettel Phan tich su van dung ly thuyet PR kinh doanh dich vu di dong tai Viettel tren co sd so sanh vdi cac doanh nghiep khac nganh; nhan dinh qui trinh thuc hien hoat dong PR, cac nhan to anh hudng va mot so han r che lam giam hieu qua cac chuong trinh 120 - Dua mot so giai phap mang tinh thuc te va kha thi gop phan nang cao hieu qua van dung PR kinh doanh dich vu di dong tai Viettel Tom lai, PR la mot cong cu kha moi me tai Viet Nam Do van de hieu chua dung, chua du ve PR la dieu khong tranh khoi Cung voi su phat trien manh me cua nganh vien thong, cac hoat dong xuc tien noi chung, hoat dong PR noi rieng som se duoc hoan thien va tro cong cu dac luc cho cac doanh nghiep noi chung, doanh nghiep Viet Nam noi rieng Toi hy vong rang, voi nhung ket qua da dat duoc cua luan van se dong gop mot phan nham nang cao hieu qua hoat dong PR cua cac doanh nghiep vien thong noi chung, cua Viettel noi rieng Toi xin bay to su cam cm tran nhat toi thay huong dan - PGS TS Nguyen Xuan Quang; cam on cac thay khoa Thuong mai cua Truong Dai hoc Kinh te quoc dan va cac can bo cua Vien sau dai hoc; Cam on cac can bo cua Tap doan Buu chinh vien thong Viet Nam, cac can bo cua Tong Of > Cong ty vien thong quan doi Viettel; xin cam on gia dinh, dong nghiepp, ban be da giup toi hoan luan van TAI LIEU THAM KHAO AL RIES & LAURA RIES (Vu Tien Phuc, Tr^n Ngoc Chau, Ly Xuan Thu bien dich) (2007), Quang cao thoai vi va PR len ngoi, Nha xuat ban tre Anne Gregory (Trung An - Viet Ha bien dich) (2007), Sang tao chien dich PR hieu qua, Nha xuat ban tre Bi quyet de co mot thuong hieu manh (2007), Nha xuat ban tri thuc Frank Jefkins (Nguyen Thi Phuong Anh - Ngo Anh Thuy bien dich) (2004), Pha vo bi an cua PR, Nha xuat ban tre Gerry Mcc Cuscer (Tran Thi Bich Nga, Nguyen Thi Thu Ha bien dich) (2007), Nguyen nhan va bai hoc tu nhung that bai PR noi tieng the gioi, Nha xuat ban tre Ha Nam Khanh Giao (2004), Quan he cong chung - De ngubi khac goi ta la PR, Nha xuat ban Thong ke Jim Collins Jerry I Poras (Nguyen Duong Hien bien dich) (2007), Xay dung de truong ton, Nha xuat ban tre - To hop Giao due Pace Matt Haig, Su that ve 100 that bai thuong hieu ldn nhat moi thoi dai, Nha xuat ban tong hop TP Ho Chi Minh Moi Ali (Hoang Ngoc Tuyen bien dich) (2006), PR hieu qua, Nha xuat ban tong hop TP Ho Chi Minh 10 Noi san cua Viettel, tin tuc Viettel, Vlife 11 PGS.TS Luu Van Nghiem (2009), PR Quan tri quan he cong chung, Nha xuat ban Dai hoc Kinh te Quoc dan 12 Th.S Bui Quoc Viet (2002), Marketing dich vu vien thong hoi nhap va canh tranh, Nha xuat ban Buu dien 13 Tran Anh (bien dich) (2008), 62 chien luoc PR xuat sac, Nha xuat ban Lao dong 14 TS Dinh Thi Thuy Hang (chu bien) (2008), PR - Ly luan va ung dung, Nha xuat ban Lao dong - xa hoi 15 TS Dinh Thuy Hang (2007), PR kien thuc co ban va dao due nghe nghiep, Nha xuat ban Lao dong - xa hoi ' 16 TS Quach Thu Nguyet (2006), Quan he cong chung - Bien cong chung “Fan” cua doanh nghiep, Nha xuat ban tre 17 Tuan tin VNPT, tai lieu tham khao VNPT: bao cao tong ket VNPT tu 2000 - 2006 18 Tai lieu tham khao: bao cao tong ket cua Viettel nam 2008 19 Website cua cac don vi: Viettel, Viettel telecom, VNPT, VMS, Vinaphone, HT mobile, thong ke cua Bo buu chinh vien thong, Bo thong tin va truyen thong, cac bao dien tu khac A r r _ 9 A r PHU LUC PHIEU THAM DO -DANH GIA 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