THÔNG TIN TÀI LIỆU
BO GIAO DUC VA DAO TAO TRUdNG DAI HOC KINH Tfi' QUOC DAN HA NOI NGUYEN HOAI LONG ~ K!N n — i Tyu.KiG> TU LiEu TT.THit VIEW CAC GIAI PHAP MARKETING NHAM NANG CAO KHA NANG CANH TRANH CUA SAN PHAM TIVI MAU TAI CONG TY BIEN TU LG-SEL VIET NAM EUAN VAN THAC SY QUAN TRI KINH DOANH CIIUYEN NGANH MARKETING Giao vien hiring dAn: I’GS.TS TrAn Minh Dao ThS NguyAn Thi Thu HiAn THS HA NOI , NAM 2001 L0I MO DAU Ly lira chon de tai: Ngay va tuong lai TIVI mau van la mot nhffng san phAm khong the thieu cac gia dinh Viet Nam Cung vdi su phat triAn' cua nen kinh te, nhu cAu ve TI VI mOt tang ca ve so luong va chAt luong Tren thi trtfdng TIVI Viet nam dang dien hoat dong canh tranh khoc liet giha cac nhan hieu TIVI Tfnh cha't quyet dinh cua canh tranh cang tang len kha nang cung cAp cua cac doanh nghiep san xuA't va kinh doanh TIVI da vuot rA't xa nhu cAu ve TIVI vAy vAn de song quyet dinh hieu qua hoat dong cua cac doanh nghiep la kha nang canh tranh Doanh nghiep nao thAng loi canh tranh thi doanh nghiep se cong tren thi trudng ve phAn minh, kha nang canh tranh lai phu thuoc vao chAt luong hoat dong Marketing cua doanh nghiep, vi le tAt ca cac doanh nghiep kinh doanh tren thi trirdng deu tim moi cach khai thac toi da cac nguon luc de tang cubng chAt luong hoat dong Marketing Muc lieu song cua cac doanh nghiep hoat dong Marketing la tang san luong ban, chiem linh ty phAn thi trudng cao hon va dac biet la nang cao hinh anh va uy tin vdi khach hang Cong ty dien tu LG-SEL la doanh nghiep san xuAt va kinh doanh TIVI, cong ty co mot ty phAn thi trubng ldn, da gat hai duoc mot so cong hoat dong kinh doanh TIVI tren thi trudng Viet nam Tuy nhien, dudi ap luc cua canh tranh, de tri va phat trie’n vi the' cua minh tren thi trubng, Cong ty dien tu LG-SEL luon luon phai tim cac giai phap Marketing huu hieu va doc dao nham nAng cao kha nang canh tranh Cac giai phap Marketing nham nAng cao kha nang canh tranh luon la vAn dd dtroc Ban lanh dao va nhAn vien Cong ty LG-SEL quan tAm nghien cull De tong ket thirc tifin, tac gia lira chon de tai “Cac giai phap Marketing nham nAng cao kha nang canh tranh cua san phdm TIVI mdu tai cong ty dien tir LG-SEL Viet Nam” lam de tai cho luAn van tot nghiCp khoa hoc Thac sy quan tri kinh doanh cua mlnh Muc dich nghien curu cua de tai Tong hop nhirng tri thurc ly luAn ve kha nang canh tranh hoat dong Marketing cua doanh nghiep Danh gia thirc trang kha nang canh tranh tren thi trirdmg TIVI mau d Viet Nam va nhirng hoat dong Markeing nham doi vcri canh tranh cua Cong ty dien tir LG-SEL doi voi san phdm TIVI mau De xuA't nhirng kien nghi de hoan thien cac giai phap Marketing nham nAng cao kha nang canh tranh cua san phdm TIVI mau cua Cong ty dien tir LG- SEL Doi tuong va pham vi nghien curu cua de tai De tai tap tiling nghien curu nhthig hoat dong Marketing cua Cong ly dien tir LG-SEL nham nang cao kha nang canh tranh tren thi tnrdng TIVI mau Tren co so nghien ciru thirc trang hoat dong Marketing cua Cong ty dien tir LG-SEL, danh gia nang luc canli tranh cua Cong ty dien tur LG-SEL, tir de xual nhung y kien nham hoan lliien chfnh sach Marketing cua Cong ty dien id LG-SEL De tai chi nghien curu tinli liinli hoat dong Marketing cua TIVI mau tren Illi trudng Viet Nam Ddng th di, de tai dac biet tap trung nghien cuu thuc lien hoat dong Marketing cua mol doanh nghiep cu the la Cong ty dien tri LG-SEL hoat dong canh tranh Phuong phap nghien cuu Lutin van str dung mot so phuong phap nghien cuu sau: - Phuong phap vAl bien cluing - Phuong phap logic va lich sir - Phuong phap dieu tra va phAn tfch thong ke - Phuong phap phAn tfch va tong hop Nhung dong gop cua luan van Tong hop nhung ly luan Marketing vdi kha nang canh tranh cua doanh nghiep Dua ket qua nghien cuu va phAn tfch ve thu'e trang canh tranh tren thi trudng TV PhAn tfch thuc trang canh tranh kha nang canh tranh cua Cong ty dien tu LGSEL Danh gia xu liiiong thi trirdng TV va dua cac giai phap Marketing nham nAug cao kha nang canli tranh cua Cong ty dien tu LG-SEL Ket cau cua luan van Ngoai phfin md dfiu va plian ket luAn luSn van gom nhtrng chuwng sau: Chitong I : Ly luAn ve Marketing vdi kha nang canh tranh cua doanh nghiep Chuong : Danh gia kha nang canh tranh hoat dong Marketing doi vcri san pham TIVI mflu cua cong ty difin tu LG-SEL trfin thi trudng Viet Nam Chuong : Hoan thifin cac giai phap Marketing nham nSng cao kha nang canh tranh cua san pham TIVI mau tai cong ty dien tu- LG-SEL CHUONG 1: LY LUAN Vf£ MARKETING V6l KHA NANG CANH TRANH CUA DOANH NGHIEP Nen kinh te thi trudng luon ton tai canh tranh Do la mot tat yeu, dong tlidi la dac triing co ban nhat cua co die thi trudng Canh tranh phat trien ciing vdi su phat trien cua nen kinh te hang hoa Canh tranh co the hieu theo nghia chung nhat la sir ganh dua gitra gitra cac doanh nghiep nganh viec gianh giat thi trirdng va khach hang Theo cuon tir dien kinh doanh xuai ban d Anh nam 1992 thi canh tranh dupe dinh nghia la “su ganh dua, su' kinli dich giil'a cac nhd kinh doanh nham tranh gianh nguon life san xnot” Trong canh tranh cac doanh nghiep phai viron len nham gianh la'y nhirng di£u kien kinh doanh co lpi hon Nhtr vay, canh tranh la mot phuong thuc van dong tat yeu de ton tai cua cac doanh nghiep tren thi trirdng Noi den thi trirdng cung dong nghia vdi vi£c ndi den canh tranh giira cac chii the kinh te Trong n€n kinh te thi trirdng khong the khong ton lai canh tranh Thirc chat cua canh tranh la sir tranh gianh v£ lpi (ch kinh te giua cac chu the tham gia thi trirdng Doi vdi ngudi mua, ho mong muon co loai hang hoa co chat lupng cao vdi gia re Ngupc lai, doi vdi ngudi ban (cac doanh nghiep), ho luon mong muon toi da hoa loi nhuan cita minh Vi muc tieu lpi nhuan, ho phai giam chi pin va tim each gianh giat khach hang va thi trudng vd phfa minh Didi tai yeu dSn den canh tranh phai luon khong ngtrng cai lien de gianh dupe nhirng uu the tuong doi so vdi doi thu Neil nhu lpi nhuan la dong lire thuc ddy cac doanh nghiep lien hanh cac hoat dong san xuai kinh doanh till canh tranh buoc cac doanh nghiep phai co gang san xuai kinh doanh dat hieu qua cao nhat nham thu lpi nhuan toi da dong thdi gia tang the luc va dp an toan kinh doanh Trong cuoc canh tranh co nhftng doanh nghiep thi vuorn len dung vi tri dAn dfiu thi trudng, co loi nhuAn va the lire cao Lai co nhtrng doanh nghiep ton tai mot each kho khan, cd nhung doanh nghiep thi bi pha san hoac buoc phai sat nhap vcri cac doanh nghiep khac Van de dat la tai lai co sir phAn hoa nhu vAy moi doanh nghiep tham gia kinh doanh ddu tim moi each de phat trien Nguyen nhAn cua nd chinh la sir khac biet v6 kha nang canh tranh cua tirng doanh nghiep tren thi trudng 1.1 Ly luan cluing ve kha nang canh tranh Trong nen kinh le thi trudng, cac doanh nghiep buoc phai chA'p nhAn canh tranh va coi canh tranh nhu la yeu to von co, vira mang den nhtrng tac dong tich cue vira mang den nhftng tac dong tieu cue Chinh vi le do, danh gia boat dong cua mot doanh nghiep tren thi trudng, ngudi ta thudng danh gia xem doanh nghiep co kha nang canh tranh hay khdng VAy kha nang canh tranh la gi? Theo quan niem cua Humbert Lesca, “klid nang canh tranh la kha nang, nang luc cua doanh nghiep co the tu' tri Idu ddi mot each cd y chi tren thi tru'd'ng canh tranh va tien trien bang each thu'e liien mot ty le led nhuan it nhdt cung du de Irang trdi cho viec thu'e hieu nhifrig muc tieu cua doanh nghiep" Nhu vAy, mot doanh nghiep cd kha nang canh tranh pluii la doanh nghiep chap nhAn canh tranh tren thuong trudng, chap nhAn sir ton tai cua ddi thii canh tranh, chA'p nhAn vide pluii gianh giAt nhtrng diCu kien thuAn tien cd loi cho chinh minh Cung vdi viec chap nhAn canh tranh, doanh nghiep phai cd y chi va kha nang tri cac hoat dong kinh doanh va thuc liien duoc nhtrng muc tieu phat trien da de Chinh lac dong cua canh tranh ma mol doanh nghiep muon cd vi tri vtrng chAc tren thi trudng va thi phAn cang md rong thi can phai cd mot tiem luc du manh de cd the canh tranh tren thi trudng, chinh la kha nang canh tranh cua doanh nghiep I Kha nang canh tranh cua doanh nghiep the hien d nhieu mat, song hoat dong kinh doanh, doanh nghiep luon phai dua cac phuong an, cac giai phap toi uu nhat de giam chi phi san xuat th giam gia thanh, gia ban, ap dung tien bo khoa hoc ky thuat vao san xuat, nang cao hieu qua quan ly, nang cao chat luong san pham, to chuc tot mang ludi ban hang va chon thdi diem ban hang phu hop nham thu hut duoc khach hang va md rong thi phan Theo quan niem thi kha nang canh tranh cua doanh nghiep duoc xac dinh bdi cac yeu tO sau: + Vi the tren thi trudng + Su nang dong + Kha nang thuc hanh + Gia + Chat luong dich vu + Nang suat + Muc sinh ldi, kha nang va thdi gian hoan von dau tu + Dong co, khong xa hoi (van hoa cua cong ty); Theo quan niem cua V.Rambhujun (Hoi giam doc cac vien quan ly x( nghiep cua Bordeax) thi kha nang canh tranh cua mot doanh nghiep, mot san pham duoc danh gia tren mot so goc sau: - Quan niem ve kha nang canh tranh dua vao cac nhan to anh hudng Theo kha nang canh tranh cua mot doanh nghiep gan lien vdi cac yeu to gia ben, chat luong, gia Neu doanh nghiep co nhung the manh ve cac yeu to thi se co kha nang canh tranh tot hon Trong canh tranh, giua cac doanh nghiep, neu cac yeu to khac tuong duong thi doanh nghiep nao co gia ban san phdm thftp hon thi kha nang canh tranh cung ldn hon Doi vdi ngudi mua, mua hang thi yeu to gia luon la yeu to dau tien va quan anh huOng den quan diem mua Dong thdi, gia ban cung la mot cong cu canh tranh rat hull hieu Ben canh gia ban thi chat luong san ph^m cung la mot you tO rat quan Doanh nghiep co chat luong san phdm, dich vu cao thi cung co kha nang canh tranh ldn Dac biet doi vdi cac san phdm, dich vu co chat luong cang cao thi chat luong cang la yeu to anh huong manh me den kha nang canh tranh Gia cung anh huOng khong nho den kha nang canh tranh Neu doanh nghiep co gia san xuat thap thi doanh nghiep mot mat co kha nang xac dinh mdc gia ban thap, mat khac co the co loi nhuan cao, di£u duong nhien tao kha nang canh tranh cua doanh nghiep Nhu vfty, theo quan niem nay, kha nang canh tranh cua doanh nghiep duoc danh gia bOi kha nang cua doanh nghiep co the san xuat san ' phdm vdi chat luong tot nhat va mdc gia ban tha'p nhat Quan niem danh gia kha nang canh tranh thong qua ty phan thi trudng- Theo quan niem nay, kha nang canh tranh duoc danh gia bOi ty phan thi trudng ma doanh nghiep chiem linh Neu mot doanh nghiep nam giffa duoc ty phan thi trudng ldn thi doanh nghiep co kha nang canh tranh cao va nguoc lai Quan niem danh gia kha nang canh tranh thong qua thai cua ngudi canh tranh Theo quan niem nay, kha nang canh tranh duoc danh gia bOi y chi, thai cua nhung vien cua doanh nghiep dac biet la y chi cua nhung ngudi lanh dao Cac vien cua doanh i ' ’ ‘ nghiep cang co y chi, san sang va quyet tam gianh thang loi canh tranh (hi kha nang canh tranh cang ldn Tom lai, theo quan niem thi kha nang canh tranh duoc danh gia bOi: 10 Tro choi dien tir 10 14F80K Hidn thi da ngon ngu Nhd trang thai Am thanh, hinh anh Tro choi dien tir (Nhung chuc nang d tren la nhung chuc nang noi troi cua model, ngoai lift ca cac TIVI ddu co nhung elide nang can ban cua TIVI nhu da he tnfiu, bo nhd 100 kenh, hen gid bat, tdt, xem nhanh lai kenh vira xem, dudng vao Video thuan tien, dien ap tu dong tir 110V-240V) 93 Phu luc 2: Danh sach cac trung tam bao hanh hien tai cua LG-SEL va ke lioach thiet lap cac trung tam bao hanh moi Bang 3.6: Cac tram bao bao hanh true thuoc LG-SEL STT Dia chi Tinh Ha Noi 92 Hai Ba Trung Hai Phong 75 Luong Khanh ThiCn Da Nang 187 Hung Vuong TP Ho Chi Minh 92 Pasteur, QI Ciin Tho Trtin Hung Dao Bang 3.7: Cac train bao hanh uy quyen STT Tinh Ten trung tain bao Dia chi hanh I Ha Nam CHDT TT1 1A Phu Ly, Ha Nam Thai Nguyen CHDT Minh Thanh 440 Duong Tu Minh, Thai Nguyen Bac Giang Tufl'n Mai Xuong Giang, Bac Giang Thanh Hoa Ngoc Khanh 113 Le Hoan, Thanh Hoa Nghe An Cong ty dien tu NghS 25 Nguyfin Thi Minh Khai, Vinh An Tlianh Hoa Huong Quan 197 Le Hoan, Thanh Hoa Quang Nam CI IDM Tan Thanh 43 Qudc Lo A, Ha Nam Khanh Hoa DVSC 132 To Vinh Di£n, Nha Trang Yen Bai Toan Anh 196 Hong Ha, Yen Bai 10 Hai Duong SETTRO-GOLD STAR 34 TRan Hung Dao, Hai Duong 94 11 Thai Binh Thuy Van 17B Minh Khai, Thai Binh 12 Ninh Binh Vu Yen 289 TrAn HU ng Dao Ninh Binh 13 Thai Nguyen Son Mai 446/lDuong Tu Minh, Thai Nguy&n 14 Dilc Lac CHDT An Thai 54 Ly Thudng Kiet Dac Lac 15 Viet Tri Thanh Linh 10 Tien Phu, Ti6n Cat, Viet Tri 16 Quang Ninh Thang Bac 419 Le Thanh Tomg, Quang Ninh 17 Vu Tau CHDM A-Ho 53/1B Nam Ky Khdi NghTa 18 Quang Ninh Duy Thai 57 C&n Trung, C&m Pha 19 Tuyen Quang Tuan Linh dudng Chien Song Lo 20 Bien Hoa I liru Thanh B6 Nguyen Trai, Bien Hoa 21 Lao Cai hien Ha 144 Duong Hoang Li6n 22 Nam Dinh Long Khanh Hang Tien, Nam Dinh 23 Ha Nam TTDT Ha Nam IA Phu Ly, Ha Nam 24 VTnh Phuc Tu- Lien 58 Tran Quoc Tua'n, VTnh Yen 25 Ha TSy LAtn Hoan XuAn Mai 26 Hoa Binh Thanh Bien 41 Cu Chinh Lan, Hoa Binh 27 Da Lat CHDM y Tang Bat H6, Da Lat 28 Quang Ngai CHDT Nam Phuong 387 Quang Trung, Quang Ngai 29 Son La DTH Son La 62 Nguyen Luong Bang 30 Bac Ninh Hien Hao 21 Ninh Xa Bac Ninh 31 Quang Tri CHDM Nhat Anh 14 Le Duan, Dong Ha 32 Binh Dinh CHDM Tir Ctrdng 334 Le Hong Phong, Quy Nhon 33 Lang Son Ngoc Lan 87 Minh Khai, Lang Son 34 Ha Tinh Nhan Diem 46 Phan Dinh Phung, Ha Tinh 35 Quang Nam CHDM Nhat Thanh 457 Phan Chu Trinh, Tam Ky, Q 95 Nam 36 Tra Vinh CHDT Luan 105 Trdn Quoc Tuan 37 Hung Yen Hong My 84 Dien Bien, Hung Yen 38 Long An Phong Phu 101/1 Truong Cong Dinh, Long An 39 Quang Ninh CHDT Ngoc Tan 16A Tran Phu, Mong Cai 40 Gia Lai CHDM Duc Thanh Tran Phu 41 Dong Thap CHDT Him Tai 23 QL80 K2 P2 TX Sa Dec 42 Lam Dong CHDM Hiep Lien Nghia, Duc Trong 43 Kien Giang Quang Phuong Ham Nghi, Rach Gia 44 Ca Mau CHDT Trudng Thanh 15 Le Lai 45 Quang Binh CHDT Quang Binh Quang TRung Dong Hoi 46 Vinh Long Phong Phu 13 Nguyfin Hue, Vinh Long 47 Hue CT DT Hue 133 Tran Hung Dao 48 Lai Chftu CHDTOANH KIOT Mudng Thanh 4, Dien Bien 49 Bac Lieu CHDT Thdi Dai 127 Hoang Van Thu, Bac Lieu 50 Ninh Thu£n CHDM Chf Cudng 422 Thong Nhat 51 Ben Tre XNCK Ben Tre 82-84 Nguyfin Dinh Chie’u 52 Tien Giang Ngoc Sang 22 Le Van Duyet 53 Soc Trang CHDM Hai Dang 22 Hai Ba Trung, Soc Trang 54 Long Xuyen Nguyen Hue 46 Ngo Gia Tu 55 An Giang Quoc Thai 84 Bach Dang 56 Tay Ninh Lien Phong Cua cho Long Hoa 57 Kon Turn CHDM Kim Thinh 121 Tran Hung Dao 96 Ngoai nhung tam bao hanh tren, thdi gian tdi LG-SEL phai khao sat va lftp them cac tram bao hanh uy quyen tai cac dia diem sau: 3.8: Danh sach cac tram bao hanh se thiet lap mdi Tinh STT Dia chi Bao Bang TX Cao Being Bac Can TX Bac Can Nghe An TT Cau Giat Kien Giang Ha Tien 97 Phu luc BANG XIN Y KIEN KHACH HANG Cong ly dien tu LG-SEL xin cam on quy khach hang da quan tam va iru den san pliam TIVI cua chung toi De cac san pham cua chung toi thoa man yeu cAu cua quy khach hang va de giup chung toi co the phuc vu khach hang tot hon chung toi rA't mong quy khach hang vui long tra cho chung toi biet y kien danh trudng Viet Nam Trong bang hoi dudi dAy danh gia so sanh giua cac loai TIVI xin quy vi vui long danh dA'u theo so thu' tu (1 tuong duong vdi loai tot nhA't) Sau dAy xin quy vi vui long cho biet y kien danh gia cua quy vi ve TIVI LG va so sanh giua cac loai TIVI: Xin quy vi vui long danh gia trung thuc hinh anh cua TIVI LG Rat tot □ Tot □ Trung binh □ Kem □ RA't kem □ Xin quy vi vui long danh gia sang hinh anh cua TIVI LG RA't tot U Tot □ Trung binh □ Kem □ Rat kem □ Xin quy vi vui long danh gia sang h'inh anh cua TIVI LG RA't tot □ Tot □ Trung binh □ Kem □ Rat kem □ 98 Xin quy vi vui long danh gia sac net hinh anh cua TIVI LG Rat tot □ Tot □ Trung binh □ Kem □ Rat kem □ Xin quy vi vui long danh gia ve m^u sAc hinh anh cua TIVI LG RAt t6t □ T6t □ Trung binh □ Kem □ RAt kem □ Xin quy vi vui long danh gia trung thu’e Am cua TIVI LG Rat tot □ Tot □ Trung binh □ Kem □ Rat kem □ Xin quy vi vui long danh gia cong suat Am cua TIVI LG RAt tot □ Tot □ Trung binh □ Kem □ RAt kem □ Xin quy vi vui long danh gia tien bo cong nghe Am cua TIVI LG 99 Rat tot □ Tot □ Trung blnh □ Kem □ Rat kem □ Xin quy vi vui ong ddnh gia khiu dang san phhm cuallVI LG Rat tot □ Tot □ Trigg high □ Kem □ Rat kem □ 10 Xin quy vi vui long Vang vin vi chhc vgng cuaTTVI LG Rat tot □ Tot □ Trigg high □ Kem □ Rat kem □ 11 Xin vuy vi vui V ong Vang vin vU chhc iigng cuaTIVI LG Rat tot □ Tot □ Trigg high □ Kem □ Rat kem □ 12 Xin quy vi vui V ong Varli vin vU dihc rigng vha WVI LG Rat tot □ Tot □ Trigg high □ Kem □ Rat kem □ 13 Xin qui vi vui long; kang gin vu vhhc vhng cua TTVI LG 100 Rat tot □ Tot □ Trung binh □ Kem □ Rfft kem □ 14 Xin quy vi vui long danh gia vd churc nang cua TIVI LG Rat tot □ Tot □ Trung binh □ Kem □ Rat kem □ 15 Xin quy vi vui long danh gia ve dich vu tu- vA'n sir dung cua TIVI LG Rat tot □ Tot □ Trung binh □ Kem □ Rat kem □ 16 Xin quy vi vui long danh gia vd dich vu sau bao hanh cua TIVI LG Rat tot □ Tot □ Trung binh □ Kem □ Rat kem □ 17 Xin quy vi vui long danh gia ve gia ca cua TIVI LG Rat tot □ Tot □ Trung binh □ Kem □ Rat kem □ 18 Xin quy vi vui long danh gia vd uy tin cua TIVI LG 101 RA't tot □ Tot □ Trung binh □ Kem □ Rat kem □ 19 Xin quy vi vui long An trrpng cua minh ve san phdm TIVI LG Rat tot □ Tot □ Trung binh [J Kem □ Rat kem □ 102 MUC LUC Loi mo dau Chuong 1: Ly luan ve marketing voi kha nang canh tranh cua doanh nghiep 1.1 Ly luan chung ve kha nang canh tranh 1.2 Cac nguon luc anh huong den kha nang canh tranh cua doanh nghiep 12 1.2.1 Tai chinh 13 1.2.2 San xuat va cong nghe 14 1.2.3 Nhan sir va he thong quan ly 15 1.2.4 Marketing 16 1.3 Cac gidi phap Marketing lien quan den kha nang canh tranh cua doanh nghiep 18 1.3.1 Cac yeu to chien luoc Marketing lien quan den kha nang canh tranh 18 1.3.2 Cac cong cu Marketing anil hudng den kha nang canli tranh 20 1.3.2.1 San pham vd chinh sach san pham 20 1.3.2.1.1 Kha nang canh tranh cua don vi san pham 21 I.3.2.I.2 Cac yeu to lien quan den chinh sach san pliam 24 1.3.2.2 Chinh sach gia .26 1.3.2.3 Chilili sach phan phdi 27 1.3.2.4 Chinh sach xuc tien khuyech truong 28 Chuong 2: Danh gia kha nang canli tranh hoat dong Marketing ddi vdi san pham TIVI mau ciia Cong ty dien tu LG-SEL tai Viet Nam 29 2.1 Thuc trang canh tranh tren thi trudng TIVI man Viet Nam 29 103 2.1.1 Qua trinh hinh va phat trien thi trudng TIVI mau u Viet Nani 29 2.1.2 Cung, cau tren thi trudng TIVI man u Viet Nam 30 2.1.3 Canh tranh tren thi trudng TIVI 39 2.2 Thuc trang khd nang canh tranh cua Cong ty dien til LG-SEL .42 2.2.1 Gidi thieu ve Cong ty dien tir LG-SEL 42 2.2.2 Thuc trang kha nang canh tranh cua Cong ty dien tu LG-SEL thdi gian qua xet tren phuong dien Marketing 46 2.2.2.1 Thuc trang kha nang canh tranh cua LG-SEL qua chien luoc Marketing 46 2.2.2.2 Thuc trang kha nang canh tranh qua cac giai phap Marketing Mix50 2.2.2.2.1 Kha nang canh tranh qua san pham 52 2.2.2.2 Thuc trang kha nang canh tranh cua LG-SEL qua cac yen to khac cua Marketing mix 58 Chuung 3: Iloan thieu cac giai phap Marketing nham nang cao kha nang canh tranh ciia san pham TIVI man tai Cong ty dien tu LG-SEL 62 3.1 Thi trudng TIVI man thap nien dau the ky 21 62 3.1.1 Xu hudng va hanh vi tieu dimg TIVI mau 62 3.1.2 Xu hudng va dac diem canh tranh thi trudng ddi vdi TIVI man 64 3.2 Chien luoc Marketing cua LG-SEL 67 3.2.1 Chien luuc thi trudng muc tieu ciia LG-SEL 67 3.2.2 Chien luoc dinh vi 68 3.2.3 Chien luuc canh tranh 69 3.3 Iloan thien cac gidi phap Marketing nham nang cao kha nang canh tranh san pham TIVI mail ciia LG-SEL 69 104 3.3.1 Chinh sach san pham 3.3.2 Chinh sach gia 75 3.3.3 Chinh sach phan phoi 77 3.3.4 Chinh sach xuc tien khuyech truong 79 3.4 Cac nguon luc lien quan den cac giai phap Marketing nhAm nang cao kha nang canh tranh cua Cong ty dien tu LG-SEL 84 i 3.4.1 Dieu tiet hoat dong san xuat .85 3.4.2 Dieu tiet chinh sach tai chinh 85 3.4.3 Dieu tiet chinh sach nhan luc 86 Phan ket luan 87 Phu luc 89 Phu luc 1: Nhung loai TJVI LG-SEL se dua thi trudng tu 12/2001- 6/2002 89 Phu luc 2: Danh sach cac trung tam bao hanh hien tai cua LG-SEL va ke hoqch thiet lap cac trung tain bao hanh moi 94 Danh muc bang bieu luan van 106 105 DANH MUC BANG BlfLU TRONG LUAN VAN Bang 2.1: Mile tieu dung TIVI qua mot so nam nliu sau .33 Bang 2.2: Nang luc san xuat TIVI cua cac doanh nghiep tai Viet Nam .36 Bang 2.3: Muc tieu thu cua cac loai TIVI nam 2000 38 So 2.1: To chuc ho may LG-SEL 44 Bang 2.4: San luong han hang cua LG-SEL 45 Bang 2.5: Ket qua nghien cuu thi trudng 53 Bang 3.1: Khuyen mai cho ngudi han buon 81 Bang 3.2: Tfnli diem tlurong cho ngudi ban le 81 Bang 3.3: Thudng bang tien mat (ngan dong) 81 Bang 3.4: Thudng theo intic diem ngudi ban le dat duoc 82 Bang 3.5: Cocau giai thudng 84 Bang 3.6: Cac train bao bao hanh true thuoc LG-SEL 94 Bang 3.7: Cac train bao hanh uy quyen 94 Bang 3.8: Danh sach cac tram bao hanh se thiet lap mdi 97 106 DANH MUC TAI LlfeU THAM KHAO Truong Dinh Chien, Nguyen Van Thudmg (1999), Quan ly kenh Marketing, Nha xuA't ban thong ke, 1996 Trirdng Dinh Chien (2001), Quan tri kenh Marketing -ly luAn va thuc tien, Nha xuA't ban thong ke (2001) Cong ty dien tir LG-SEL, Bao caoboat dong Marketing 1996 Cong ty dien tu LG-SEL, Bao caohoat dong Marketing 1997 Cong ty dien tir LG-SEL, Bao cao hoat dong Marketing 1998 Cong ty dien tir LG-SEL, Bao caohoat dong Marketing 1999 Cong ty dientir LG-SEL, Bao cao hoat dong Marketing 2000 Cong ty dien tir LG-SEL, Ke hoach Marketing 2001 Cong ty dien tir LG-SEL, Bao cao tai chfnh 1996-2000 10 Cong ty dien tir LG-SEL, Ket qua nghien curu thi trircrng l.Cong ty dien tir LG-SEL, Chuong trinh huA'n luyen can bo quan ly giai doan 12 TrAn Minh Dao (1999), Marketing, Nha xuA't ban thong ke, 1999 13 TrAn Minh Dao (1999)), Giao trinh quan tri Marketing (Dimg cho chuong trinh dao tao thac sy quan tri kinh doanh) 14 Nguyen Viet LAm (1999), Nghien ciru Marketing, Nha xuat ban giao due 15 Tong cong ty dien tir tin hoc Viet Nam, Bao cao tinh hinh thi truerng TV 1990-2000 16 Tong cue thong ke, Nien giam thong ke 1995 17 Tong cue thong ke, Nien giam thong ke 1996 18 Tong cue thong ke, Nien giam thong ke 1997 19 Tong cue thong ke, Nien giam thong ke 1998 20 Tong cue thong ke, Nien giam thong ke 1999 21 Tong cue thong ke, Nien giam (hong ke 2000 22 Do Roge Percerou, 1991, Quan ly xf nghiep va sue canh tranh, 23 Philip Kotler, 1994, Marketing can ban, Nha xuat ban thong ke, 1994 24 Philip Kotler, 1994, Quan tri Marketing, Nha xuA't ban thong ke, 1994 25 James M Commer, 1997 Quan tri ban hang, nha xuat ban thong ke 1999 10^
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