Phát triển thị trường truyền hình mytv của viễn thông ninh bình

* w9 t') =5-a J Q W *4 f ■■■ _ FOsWR 11 IB I a I 11 %ã? đ 110 S J* B TRUONG DAI HOC KINH TE QUOC DAN - fiosoOcaGa -DAI HOC K.T.Q.D TT THONG TIN THlTVlEN PHONG LUAN AN-TU LIEU DIONG THI LAN PHAT TRIEN THI TRUING TRUYEN HINH MYTV CUA VIEN THONG NINH BINH CHUYEN NGANH: KE HOACH PHAT TRIEN LU AN VAN THAC SY KINH TE • • Ngu'di hirong dan khoa hoc: PGS.TS NGUYEN NGOC SON WS W36 HA NOI-2014 LOI CAM DOAN Ho va ten hoc vien: Diro’ng Thi Lan Lap: 21L Ma hoc vien: CH210200 Toi xin cam doan luan van “Phat trien thi trirbng truyen hinh MyTV cua Vien thong Ninh Binh” la toi tur nghien curu tim toi tai lieu de hoan r thanh, khong chep bat ky luan van nao Diro’ng Thi Lan LCH CAM ON Ho va ten hoc vien: Diro’ng Thi Lan Lop: 21L Ma hoc vien: CH210200 Em xin chan cam on sir huong dan va tao dieu kien cua PGS.TS Nguyen Ngoc Son, sir dong gop y kien cua cac thay co giao khoa Ke hoac va phat trien, sir giup het sue tan tinh cua cac can bo cong nhan vien Vien thong Ninh Binh giup em hoan luan van Mac du da co nhieu r r r r r co gang nhung thoi gian va kha nang tiep can thirc te han che nen luan van kho co the tranh khdi nhung thieu sot nhat dinh Em rat mong nhan dupe Vien thong Ninh Binh de luan van dupe hoan thien hon nua Hoc vien Duong Thi Lan YEU CAU CUA HOI DONG CHAM LUAN VAN THAC SI VE • y • • Nhtrng diem can sua chira bo sung trudc nop luan van chinh thuc cho Vien dao tao Sau dai hoc Chu tich Hoi dong (Ky va ghi rd ho ten) Cam ket cua Hoc vien7 Toi cam doan se chinh sua cac noi dung y y tren Hoi dong yeu cau Hoc vien PGS.TS Le Huy Dire (Ky ten) Duong Thi Lan Trong truong hap khong chinh sua se khong dupe cong nhan ket qua bao ve Hoc vien phai dong ban yeu cau chinh sira vao trudc phan muc luc luan van chinh thuc nop cho Vien DT SDH CONG HO A XA HOI CHU NGHIA VIET NAM Doc lap - Tu do- Hanh phuc NHAN XET PHAN BIEN LUAN VAN THAC SY KINH TE • • • • Ten de tai: Phat trien thi truffng truen hinh My TVcua Vien thdng Ninh Binh Chuyen nganh: Kinh tephat trien Cao hoc vien: Duffng Thi Lan (l&P Cao hoc KTPT K21 Ha Noi) Nguroi nhan xet: TS Vii Cuffng Don vi cong tac: Truffng Dai hoc Kinh te Quoc dan- Ha Noi Sau doc toan bo luan van, toi xin cd mot so nhan xet sau day; Tinh cap thiet cua de tai Trong dieu kien toan cau hoa, su canh tranh giua cac doanh nghiep de phat trien thi truong, ma rong thi phan, nang cao lgi nhuan dang dien h§t sue gay git Trong boi canh do, doanh nghiep muon cong can co mot chien luge phat trien thi truong dung dan Cac doanh nghiep hoat dong linh vuc cung cap dich vu truyen hinh tra tien (THTT) cung khong nam ngoai qui luat La mot dich vu moi cua Tap doan Buu chinh Vien thong, dua tren nhung tuu cong nghe moi nhat cua truyen hinh tuong tac, My TV cua Vien thong Ninh Binh dang co dugc nhieu lgi the ve cong nghe, co so tang san co cung nhu uy tinh tu thuong hieu cua VNPT Tuy nhien, thi phan cua My TV tai Ninh Binh, mac du da co su tang truong vuot bac nhung nam gan day, van chua tuong xung voi nhung tiem nang, loi the Lam the nao de co the tan dung toi da nhung tiem nang cua mot loai hinh dich vu THTT moi mang lai tai mot thi truong ma nhu cau thuong thuc truyen hinh chat luong cao dang gia tang manh me cung voi su cai thien doi song nhan dan noi chung nhu a tinh Ninh Binh la mgt cau hoi rat can dugc giai dap Voi y nghia do, d6 tai nghien cuu cua cao hoc vien co y nghia thuc tien cao Nhung dong gop chinh: Luan van da lua chon dugc mot mo hinh ly thuyet hgp ly lam co so xay dung khung ly thuyet cua tac gia, la ma tran ve chien luge san pham/thi truong cua Ansoff Day la mot mo hinh ly thuyet don gian, nhung kha he thong, phu hop vdi muc tieu nghien cuu cua de tai z z r r r Ket cau chung cua luan van la hop ly, dam bao su gan ket nhat dinh giua cac chuomg, dac bi?t la giua chuomg va chuang Dua tren khung ly thuyet ve phat trien thi truorng THTT d chuomg 1, tac gia da danh gia dugc nhieu mat ve thuc trang phat trien thi truong cua My TV tai Ninh Binh chuomg Da phan tich dune cac nhan to anh hudng, chi dugc nhung han che va nguyen nhan cor ban dan den no luc phat trien thi truong cua My TV tai Ninh Binh chua tuomg xung vdi tiem nang Luan van da de xuat dugc nhieu giai phap nham phat trien thi truorng My TV cua Vien thong Ninh Binh Nhin chung, cac giai phap la phu hgp va cd tinh kha thi Nhung han che cua Luan van: Ben canh nhung uu diem nhu da neu, luan van boc lo mot so nhugc diem cu the nhu sau: (1) Ve tong quan nghien cuu: Mac du tac gia da co nhieu co gang viec binh luan, danh gia cac nghien cuu dugc lua chon de tong quan nhung nhung nghien cuu chua dien hinh (100% chi la cac de tai thac si), ly thuyet nen dugc tac gia van dung (ma tran Ansoff) thi lai chua dugc de cap den Ban than tac gia cung chua chi dugc nhung han che chinh cua cac nghien cuu ma tac gia tong quan, dac biet d tai lieu thu “Nhung phuomg huomg va bien phap chu yeu nham phat trien dich vu THTT cua Vien thong Ninh Binh” (tac gia Nguyen Dinh Hung, 2010) la mot tai lieu rat sat voi noi dung nghien cuu cua luan van (2) Ve phuomg phap nghien cuu: Luan van co neu ro su dung hai phuomg phap nghien curu chinh la nghien cuu tai ban (su dung nguon thong tin thu cap) va dieu tra bang bang hoi Dang tiec la phuomg phap dieu tra co ve dugc trien khai kha ky cong nhung viec su dung cac thong tin tir ket qua dieu tra lai rat han che va khong thuc su dung chd (Tac gia chi de cap kha sor sai den k£t qua chuomg 3, du bao nhu cau su dung THTT tai Ninh Binh, nhung neu ddi chieu vdi noi dung phieu dieu tra thi thay cac cau hoi dieu tra khong dugc thidt kS cho muc tieu du bao nhu cau) (3) Ve khung phan tich cua luan van: Nhu da neu, tac gia su dung ma tran Ansoff la cor sd ly thuyet chinh cho luan van Ngay ly thuyet cua ma tran nay, tac gia Ansoff cung da neu nhieu hudng chien luge ve thi truong, moi huomg deu co uu nhugc di6m nhat dinh va cac dieu kien de lua chon dinh hudng chien lucre Tuy nhien, sau trinh bay ma tran Ansoff, tac gia da VQi vang ket luan luan van se lua chon hai phuemg an tham nhap sau vao thi truong va phat trien thi truong moi ma khong lap luan vi lai chon nhu vay Ban than phuong an tham nhap sau vao thi truong, tac gia cung chi de cap den viec chon hudng tang thi phan ma khong phai bao ve thi phan da co, nhung cung khong ro vi Dieu da lam yeu tinh thuyet phuc cua khung phan tich Co su chong cheo giua noi dung cac hoat dong phat trien thi truong (tr 16-19) vdi cac nhan to tac dong den viec phat tridn thi truong (tr 21-29), din den co nhung chinh sach cua doanh nghiep (chinh sach gia) vtra thuoc ve noi dung phat trien thi truong, vtra thuoc v6 nhan td tac dong Dilu la khong hop ly va da dan den su trung lap noi dung phan tich d chuong (4) Ve noi dung nghien cuu: KInh nghiem phat trien dich vu My TV cua cac chi nhanh cap tinh khac cua VNPT can duoc neu chi tiet hon va gan sat hon vdi cac bai hoc rut Theo quan diem cua ngudi doc, de tai de cap den su phat trien thi truong cua mot doanh nghiep thi can dat moi quan he canh tranh vdi cac doanh nghiep khac tren dia ban cung mot lmh vuc dich vu Noi each khac, cac hoat dong phat trien thi truong cua My TV Ninh Binh can duoc dat su so sanh vdi cac doi thu canh tranh khac nhu Hoa Lu TV, An Vien, VTC tat ca cac noi dung danh gia Dang tiec, tac gia chi de cap den cac doi thu mot muc rieng biet ve doi thu canh tranh (tr 6468) nen chua tao duoc sac cac ket qua phan tich ma thieu cac bang chung de chung minh Viec phan tich ve thi truong cua My TV kha don gian, chua phan tich co cau thi truong theo cac tieu thuc phan to khac (nhu theo doi tugng xem truyen hinh, theo nhom thu nhap v.v ) ma chi chia thanh thi va nong thon Ban than so lieu ve thue bao hay thi phan chia theo thi, nong thon cung khong co Phan tich hoat dong phat trien san pham lai gom luon ca cac noi dung ve phat trien tang, trang thiet bi (khong phai la san pham dua den tay ngudi tieu dung) Dinh hudng phat trien d chuong chung chung, loanh quanh vdi dinh hudng phat triSn dich vu viln thong qua nhieu ma khong di true tiep vao dich vu THTT Nhung noi dung thieu su gan ket true tiep nhu vay co the luge bo Du bao nhu cau su dung dich vu My TV cung qua so sai, chua thuc su tuong xung voi mot luan van cao hoc Cac giai phap de xuSt chua gdn voi nhung han che da xac dinh duoc, do thieu tinh thuyet phuc Ve hinh thuc: Luan van trinh bay chua dep, Con nhiSu lOi chinh ta, viec danh sd cac tiet, tieu muc va su dung cac gach dau cau kha tien, nhieu cho gay cam giac giong nhu mot de cuong hon la luan van khoa hoc Phan tom tat luan van giong nhu cat tung doan luan van day du de ghep lai, do thieu tinh lien mach va logic, can viet lai phan tom tat Ket luan chung Luan van la cong trinh nghien cuu doc lap cua CHV, phan anh duoc su am hidu cua tac gia ve linh vuc nghien cuu Nhung no luc sua chua luan van theo gop y tai buoi sinh hoat khoa hoc cap Bo mon da duoc phan anh nghiem tuc ban luan van Tac gia xung dang nhan hoc vi thac sy kinh te, thuoc chuyen nganh Kinh te phat trien Ha Noi 5/12/2014 Nguoi nhan xet Cau hoi danh cho cao hoc vien: EJoi vcii phuong an tham ihiap sau vao tbii tnrong, lam the nao de My TV co the bao ve duoc thi phan cua minh truoc su xam nhap cua cac doi thu khac? Tac gia co dua nhan xet VNPT dau tu vao qua nhieu linh vuc, do thieu su chuyen tam? Dieu co the hieu la de thuc su tro mot tap doan manh, VNPT nen thoai von nhung linh vuc so doan de tap trung dau tu sau vao cac linh vuc so truong Vay phai chang nen rut lui khoi thi truong dich vu THTT von khong phai la the manh cua VNPT? CONG HOA XA HOI CHU NGHIA VIET NAM Doc lap- Tu do- Hanh phuc NHAN XET BAN LUAN VAN THAC SY De tai: “Phat trien thi truing truyen hinh MyTV cua vien thong Ninh Binh” Tac gia: Duong Thj Lan Chuyen nganh: Kinh te phat trien Nguoi nhan xet: Ts Tran Thj Bich Ngoc Don vj: Vien Kinh te va Quan ly- dai hoc Bach khoa Ha NQi NHAN XET: ToNG QUAN CHUNG: Ve ti'nh cap thiet cua de tai: IPTV la cong nghe truyen tai hinh anh ky thuat sd, am va du lieu tdi nguoi su dung bang giao thuc IP tren dudng truyen Internet bang thong rong Vi vay, khac voi cong nghe cua truy£n hinh truyen thdng chi c6 kha nang cung cap thong tin djnh tuy£n mot chidu, IPTV co kha nang tao ti'nh tuong tac hai chieu voi khach hang Nho c6 djch vu MyTV ma chidc TV thong thuong da tro the giOi giai tri vdi nhieu noi dung, ti'nh nang hap din Mac du vdi nhieu uu diem vuot troi nhu vay nhung tren thi truong dich vu truyen hinh tra tien MyTV da va dang vlp phai su canh tranh khdc liet tu cac ddi thu canh tranh ldn nhat la iTV (cua FPT) va IPTV cua VTV o cac dja phuong Ngoai ra, cac djch vu IPTV cdn phai canh tranh voi cac san pham djch vu truyen hinh truyen thdng cua cac cong ty phat truyen hinh va truyen hinh di dong (MobiTV) Chi'nh vi vay, viec tim kiSm cac giai phap de phat trien san pham cua MyTV tren thj truong la rat can thiet Day cung chi'nh la ly chon de tai cua tac gia Duong Thj Lan Ket cau va hinh thuc trinh bay: Luan van gom 91 trang , khong bao gom ph£n tom tat, mo dau, ket luan va tai lieu tham khao, duoc bo cuc ba chuong, chuong I: 25trang; chuong II: 43 trang; chuong 3: 22 trang Luan van co day du loi noi dau, ket luan tung chuong, tai lieu tham khao In In sach dep, nhieu bang(8bang), bieu dO(6) minh hoa, danh muc cac chu- cai viet tat va tai lieu tham khao, (02) phu luc dinh kem Nhin chung, Luan van dap ung cac yeu cau co ban cua luan van cao hoc NHANXET CHI TIET: - Chuong 1: Co so ly luan va thuc tien ve phat trien djch vu truyen hinh tra tien Trong chuong trinh bay kha day du ve cac co so ly thuyet can thiet cua de tai nhu khai niem ve thj truong va thj truong truyen hinh, phat trien thj truong va phat trien thj truong truyen hinh tra tien, cac tieu chf danh gia phat trien thj truong truyen hinh tra tien, kinh nghiem phat trien thj truOng djch vu truydn hinh tra tien MyTV cua mot sd vien thong tinh khac Chuong uu diem la cac noi dung duoc trinh bay vdi dung lugng vua phai, co dong, sap xep trat tu cac noi dung cua chuong co ti'nh Logic Diem han che cua chuong: thidu cdc tri'ch din theo quy djnh hien hanh ve cac khai niem, cac bang, hinh ve va cac cong thuc ti'nh toan - Chuong 2: Thuc trang phat trien thj truong truyen hinh MyTV cua Vien thong Ninh Binh Trong chuong nay, trinh bay ve qua trinh hinh va phat trien cua Vien thong Ninh Binh(so dO td chuc bo may; cac san pham djch vu dang cung cap, ket qua SXKD nam 2012-2013); Phan tich ve thuc trang phat trien thj truong va hoat dong phat trien thj trucmg truyen hinh MyTV cua VNNB(thdng ke ve sd thue bao thuc va sd thue bao tang them theo nam va theo 05 thang dau nam 2013-2014), phan tich so sanh ve mot sd ddi thu canh tranh cua MyTV tren thj truong truyen hinh tra tien tai Ninh Binh(VTC; Viettel; AVG), phan tich ve cac goi djch vu hien cua MyTV tai VNNB ve noi dung va ve gia cudc, hoat.dong phan phdi, quang cao, khuydn mai Phan ti'ch cac nhan td anh huong den phat trien thj truong truyen hinh MyTV cua Vien thong Ninh Binh(moi truong vi mo, nganh, vi mo) Tong ket nhung ket qua va cac han che cune cdc nguyen nhan cua phat trien san pham MyTV tai Ninh Binh vao cudi chuong Qua chuong co the thay tac gia cung co nhieu am hidu tdt ve tinh hinh thuc tien cua de tai nghien cuu Han che cua chuong: cac bang gi'a(gia cac goi cudc) tai chuong hlu nhu khong chi ro thoi gian, chua phan tich dugc goi san pham MyTV nao hien dang duoc su dung chu yeu (hay ua thich nhat) tai Ninh Binh? Mot sd y kidn cua khach hang (ve san phlm, gia cudc) cung co dua vao o mot vai noi, nhien 96 chinh sach thu nhap va dai ngo mang tinh chat cao bang, muc thu nhap cua ngudi lao dong nen chi tra theo hieu qua nang suat va chat lucmg cua cong viec Cu the: - Thuong cho nhan vien gidi thieu duoc khach hang den vdi doanh nghiep Muc thuong duoc xac dinh theo ti le phan tram tren doanh thu tu khach hang - Thuong ddi vdi nhung nhan vien cung cap duoc cac dich vu co chat luong cho khach hang nhu duoc khach hang khen ngpi, duoc cac ddng nghiep tin nhiem va duoc ngudi quan ly true tiep xac nhan Muc thuong xac dinh bang ti le phan tram tren muc luong thang cua ngudi - Ngoai ra, tri cac hinh thuc thuong khac nhu thudng cuoi nam, thuong hoan vupt muc ke hoach, thudng sang kien Td chuc thudng xuyen cac chuong trinh thi dua de khuyen khich nhan vien phan dau hoan nhiem vu va nang cao chat lupng phuc vu Bo tri ca kip hop li nhat la bo phan ki thuat thudng xuyen phai lap dat sura chua, bao hanh co yeu cau Hien nhan vien cua don vi da sd la nhung ngudi tre tuoi va kha nang dong Don vi nen hudng nhung nhan vien ky thuat co kha nang kinh doanh sang bo phan kinh doanh vi nhung ngudi hieu biet rd vd ky thuat se rat thuan lpi qua trinh tu van cho khach hang 3,4 Mot so kien nghi 3.4.1 De xuat vdi Tap doan VNPT: Cho phep VTNB lap bo phan nghien cuu thi trudng rieng de cdng tac dupe tap trung hern va de phat trien hon VNPT nen quan tam den cac lpi the cua VTNB dd VTNB co the phat tridn tot hon; ke hoach giao xuong sat vdi thuc td va nang luc cua VTNB hon F F A A A 3.4.2 Kien nghi ddi vdi cdng ty Phan mem va truyen thdng VASC Do VTNB thuc hien kinh doanh dich vu MyTV theo su chi dao cua Tap doan vdi chu dich vu la VASC nen VTNB khong dupe quyen quyet dinh vd gia cudc, cac chuong trinh khuydn mai va true tidp nhap cac thidt bi dau vao tu ZTE nen da gay mot sd han che qua trinh phat tridn dich vu Dd tao didu kien cho doanh nghiep chu dong hoat dong kinh doanh va su dung linh hoat cac chidn lupc 97 gia, VASC nen giao trach nhiem cho VTNB tu chu dong chuan bi nguon thick bi va quyet dinh gia Nhu vay, VTNB co the dinh gia dich vu theo tinh hinh thi trudng Cong ty VASC can nghien cuu de cai tien bo STB cho co the dung chung cho nhieu tivi, tao dieu kien thuan loi cho khach hang su dung dich vu gia dinh (dung nhieu ti vi khac nhung chi vdi mot STB) Cong ty VASC cung can dam phan, lua chon nha cung cap bo STB vdi gia re hon, bdi vi hien gia bo STB cua dich vu MyTV cao hon cua Viettel rat nhidu 3.4.3 Kien nghi doi vdi VNPTNinh Binh Hien nay, he thdng tang mang vien thdng cua VTNB mdi duoc nang cap tai cac trung tarn huyen, thi, pho; do, kha nang cung cSp dich vu bi han che tai nhung dia ban xa trung tarn Cung vdi nd luc hoat dong cua VTNB, vdi su chi dao va ho tro cua Tap doan phe duyet cac du an va cap von dau tu de nhanh chong nang cap toan bo he thdng Nhd vay dich vu MyTV co the phat trien rong rai tren pham vi toan tinh 98 KET LUA N • Luan van ‘"Phat trien thi trwd'ng dich vu MyTV cua Vien thdng Ninh Binh” da hoan duoc nhung van de sau: He thong duoc nhung ly luan co ban ve thi truong, phat trien thi trudng, phat trien thi trudng THTT voi cac dac trung va cac nhan to anh hudng, cac dieu kien de phat trien thi trudng THTT Tren cd sd ly luan co ban ve thi trudng THTT, luan van da nghien cuu, khao sat, danh gia thuc trang phat trien thi trudng truyen hinh MyTV cua VTNB, qua chi duoc nhung tu va han che cua cong tac phat trien thi trudng cua VTNB va nguyen nhan cua no lam co sd cho viec de xuat cac giai phap phat trien thi trudng MyTV thdi gian toi Luan van chi cac xu huong phat trien THTT tren the gioi va Viet Nam, tu dua cac dinh huong chien luoc phat trien thi trudng truyen hinh MyTV cua VTNB Luan van da de xuat duoc mot so giai phap chu yeu de phat trien thi trudng truyen hinh MyTV cua VTNB den nam 2016 DANH MUC TAI LIEU THAM KHAO • • ? r 1) David A.Aaker (2003), Trien khai chien licac kinh doanh, Nxb Tre 2) Edge (2006), Nghien cuu thi trudng, gidi md nhu cau cua khach hang, Nxb tre 3) Edge (2006), Cham soc khach hang: Phat huy loi the canh tranh, Nxb tre 4) Luu Van Nghiem (20010, Marketing kinh doanh dich vu, Nxb Thong ke 5) Ngan hang the gidi (2006), Chien lupc vien thdng: Hien trang vd hudng di 6) Nguyen Dinh Hung (2010), Nhung phuong hudng vd bien phap chu yen nham phat trien dich vu truyen hinh tra tien cua Vien thdng Ninh Binh , Hoc vien Buu chinh Vien thdng 7) Nguyen Hoai Nam (2009), Dau tu phat mien linh vuc truyen hinh tra tien tai Ddi truyen hinh Viet Nam”, Dai hoc Kinh te Qudc Dan 8) Pham Van Minh (2010), Truyen hinh tra tien d Viet Nam, Dai hoc Qudc gia Ha Noi 9) Philip Kotler (2007), Marketing can bdn, Nxb Thdng ke 10) VTNB (2008), Tdi lieu gidi thieu ve VNPT Ninh Binh 11) VTNB (2010), Bao cao thdng ke cua phdng Tdi chinh- Ke Toan 12) VTNB (2010), Bao cao thdng ke cua phdng Ke hoach- Kinh doanh 13) VTNB (2011), Bao cao thdng ke cuaphdng Tdi chinh- Ke Toan r r 14) VTNB (2011), Bao cao thdng ke cua phdng Ke hoach- Kinh doanh 15) VTNB (2012), Bao cao thdng ke Nhan su 16) VTNB (2012), Bao cao thdng ke cua phdng Tdi chinh- Ke Toan 17) VTNB (2012), Bao cao thdng ke cua phdng Tdi chinh- Ke Toan 18) VTNB (2012), Bao cao thdng ke cua phdng Ke hoach- Kinh doanh 19) VTNB (2013), Bao cao thdng ke cua phdng Ke hoach- Kinh doanh PHU• LUC • Phu luc 1: Phieu dieu tra PHIEU DIEU TRA Kinh thua quy vi! Tdi La Duong Thi Lan, Hoc vien cao hoc cua Vien sau dai hoc, trudng r r Dai hoc Kinh te quoc dan Hien tdi dang lam luan van thac sy voi de tai “Phat trien thi trirong My TV cua Vien thong Ninh Binh” Vi vay, toi xay dung z ■> x •? r phieu dieu tra diroi day nham tim hieu hanh vi su* dung va mire nhan biet thirong hieu My TV Nhung y kien cua quy vi se la nhung thdng tin qui bau giup tdi hoan de tai tren Tdi rat mong nhan duoc sir hop tac tir phia quy vi Tdi xin dam bao nhung thdng tin cua qui vi chi phuc vu nhu cau nghien cun, hoc tap, xin cam on! Phan 1: Thdng tin ca nhan Xin quy vi cho biet mot so thdng tin sau: Ho va ten: Tudi: Gidi tinh: Nghe nghiep: Dia chi: Phan 2: Hanh vi sir dung dich vu truyen hinh tra tien Cau 1: Qui vi cd thudng xuyen xem truyen hinh khong? a Thudng xuyen xem b Thinh thoang mdi xem c Khong xem bao gid Neu cau tra ldi la c, xin qui vi dung tai day Cau 2: Qui vi thudng danh bao nhieu thdi gian de xem truydn hinh a Dudi gid b Tir gid den gid c Tren gid Cau 3: Qui vi da xu dung dich vu truyen hinh tra tien nao chua? a Da tung su dung b Chua tung su dung Neu cau tra loi la b, quy vi dung tai day Cau Nhung thuong hieu truyen hinh tra tien ma qui vi biet?(co the lua chon nhieu dap an) a Truyen hinh cap Dien luc b Truyen hinh An Vien c Truyen hinh NextTV D Truyen hinh My TV E Truyen hinhd K+ f Khong quan tam toi thuong hieu nao r r r a r z Cau 5: Qui vi hay sap xep tam quan cua cac yeu td dudi day quyet dinh lua chon mot chuong trinh truyen hinh theo thu tu tu den 4: noi dung chuong trinh, chat luong duong truyen, gia cuoc, khuyen mai Phan 3: Mire nhan biet thuong hieu va sir dung truyen hinh MyTV Cau 6:Qui vi da bao gio nghe den dich vu truyen hinh My TV chua? a Da tung nghe b Chua nghe bao gio Neu cau tra loi la b qui vi dung tra loi phieu tai day Cau Qui vi biet den dich vu truyen hinh My TV thong qua nguon thdng tin nao? a Qua bao, dai, tivi, internet b Qua nhan vien ban hang c Qua bien quang cao ngoai trdi d Qua ban be, ngudi than Cau 8:Qui vi nhan thay truyen hinh My TV thuoc loai san pham nao? a Cao cap b Trung cap c Cap thap Cau Qui vi da su dung dich vu MyTV chua? a Chua bao gio su dung (quy vi dung tra loi phieu tai day) b Dang su dung (chuyen den cau 10) c Da tung su dung nhung bay gio khong su dung nua (chuyen den cau cuoi) Cau 10: Qui vi thay noi dung chuong trinh nhu the nao? a Noi dung phong phu, hap dan b Binh thuong c Khong hay Cau 11: Qui vi thay chat luong dudng truyen nhu the nao? a Tdt b Thinh thoang bi mat tin hieu c Hay bi mat tin hieu Cau 12: Qui vi thay gia cuoc cua dich vu truyen hinh MyTV nhu the nao? a Cudc cao b Binh thudng C Cudc thap Cau 13: Qui vi cd thay hai long ve dich vu cham soc khach hang cua Vien thdng Ninh Binh khong? a Hai long b Binh thudng c Khong hai long Cau 14 Tai qui vi khong su dung nua(co the lua chon nhieu dap an) a Noi dung khong hay b Chat luong dudng truyen kern c Gia ca khong hop ly d Cham soc khach hang kem e y kien khac Cam on quy vi dd danh thdi gian giup toi hoan phieu dieu tra Chuc quy khach van siyu nhiry! Phu luc 2: Cac goi cudc MyTV va each tinh cirdc cac dich vi tra tien Cac goi cuoc thue bao thang l Noi dung djch vu Goi dich vu • 80 kenh truyen hinh tin hieu SD, cac kenh Radio • Dich vu tarn dimg, liru trir va xem lai cac chuong trinh truyen hinh • MyTV Silver Dich vu tiep thi truyen hinh, dich vu thdng tin can biet, dich vu chia se hinh anh, tin tire • Goi noi dung tin hieu SD theo yeu cau bao gom phim, am nhac, karaoke, sue khde lam dep, the thao, doc truyen, (cac noi dung khong the hien gia tien tren man hinh TV) • 14 kenh tin hieu HD, 81 kenh truyen hinh tin hieu SD, cac kenh Radio • Dich vu tarn dung, luu trtr va xem lai cac chuong trinh truyen hinh MyTV Silver HD • Dich vu tiep thi truyen hinh, dich vu thdng tin can biet, dich vu chia se hinh anh, tin tuc • Goi noi dung tin hieu SD va HD theo yeu cau bao gom phim, am nhac, karaoke, sue khde lam dep, the thao, doc truyen, (cac noi dung khong the hien gia tien tren man hinh TV) MyTV Gold • Noi dung dich vu thuoc goi My TV Silver • Mien phi toan bo cac dich vu theo yeu cau cd tin hieu SD (trong muc 2.1 dudi day) MyTV Gold HD • Noi dung dich vu thuoc goi MyTV Silver HD • Mien phi toan bo cac dich vu theo yeu cau co tin hieu SD va HD (trong muc 2.1 dudi day) Vui long lien he VNPT tinh, de biet thdng tin chi tiet ve mure cirdc thue bao thang cho tirng goi dich vu Mire cu’o’c dich vu theo yeu cau (PayTV) 2.1 Mire cu’o’c dich vu theo yeu cau ap dung vol goi cu’o’c MyTV Silver va MyTV Silver HD: Dan vi: dong/bo gidi ma/thang Cac goi noi dung theo Mire cudc tdi thieu theo lan sir Mire curdc tran yeu cau dung thang 1.000 dong/phim/48 gia Goi Phim truyen 100.000 ddng 1.000 dong/tap phim/48 gia Goi Nhip cau MyTV J 1.000 dong/noi dung/24 gid 100.000 dong -"Jill IMIIIIHIIBIIL -“ — Goi Am nhac 1.000 dong/1 noi dung Goi Karaoke Goi Tro chai 1.000 dong/game/l lan chai 70.000 ddng cho mdi goi noi dung Goi Doc truyen Goi Sue khde & lam 1.000 dong/1 noi dung/24 gid dep 100.000 ddng " Goi The thao 1.000 dong/1 noi dung/48 gid Ap dung tic 01/10/2013 Goi Phong each song 1.000 dong/1 noi dung/24 gid 100.000 ddng ' Mice cudc cho tung noi dung duac the hien tren man hinh TV (EPG) 2.2 Mire cudc dich vu theo yeu cau ap dung cho tat ca cac goi cuoc: Dan vi: dong/bo gidi ma/thang A Cac goi ndi dung theo Mire cirdc toi thieu theo lan Mire cudc tran yeu cau su* dung thang Goi Thieu nhi 1.000 dong/noi dung/12 gid 70.000 ddng Goi Giao due dao tao 1.000 dong/noi dung/24 gid Khong cd muc cudc tran Goi Dao tao tu xa 1.000 dong/noi dung/24 gid Khong cd muc cudc tran Goi Ket qua xo so 1.000 dong/noi dung/24 gid 70.000 dong Muc cudc chi tiet cho tirng Goi Binh chon lan binh chon duoc the hien Khong ap dung tren man hinh TV (EPG) 11 Muc cudc cho tung ndi dung duac the hien tren man hinh TV (EPG) Mure cirdc cac goi kenh truyen hinh 3.1 Goi kenh VTVcab: 30.000 dong/bo giai ma/thang (chua co thue GTGT) (Ap dung tie 01/07/2013) Luuy: - De su dung chum kenh VTVcab khach hang thuc hien dang ky true tiep tren giao dien dich vu Truyen hinh (xem hudng ddn dang ky tren website va EPG) - Muc cudc ap dung cho tat ca cac thue bao MyTV va tdt ca cac trudng hop dang ky tron thang hay khong tron thang Cu thd: + Ddi vdi trudng hop dang ky goi kenh VTVcab: Khach hang se phai toan 33.000 dong/bo giai ma/thang khong phan biet trudng hop dang ky tron thang hay khong trdn thang Vi du: Neu khach hang ddng ky goi kenh VTVcab vao 10/07/2013, thi muc cudc khach hang phdi toan cho viec su dung goi kenh thdng 07 la 33.000 ddng + Doi vdi trudng hop huy goi kenh VTVcab: Se cd hieu lire vao dau tien cua thang tiep theo Vi du: Neu khach hang dang ky goi kenh VTVcab vao 10/07/2013 vd thuc hien huy goi kenh vao 15/07/2013, thi 01/08/2013, yeu cau huy mai cd hieu luc vd khach hang van phdi toan 33.000 dong thdng 07 3.2 Goi kenh K+: 150.000 dong/bo giai ma/thang (da co thue GTGT) (Ap dung tie 22/11/2013) Liruy: - De su dung chum kenh K+, khach hang thuc hien dang ky true tiep tren giao dien dich vu Truyen hinh - Khach hang dang ky goi kenh K+ vao bat cu thoi diem nao thang deu phai toan muc cudc thue bao la 150.000 dong/bo giai ma/thang cua goi kenh cho thang Vi du: Khach hang dang ky cong goi kenh K+ vao 16/12/2013 thi khach hang phdi toan day du 150.000 dong cudc thue bao thdng goi kenh K+ ddi vai mdi bo gidi md cho thdng 12 nam 2013 - Khach hang huy goi kenh K+ vao bat cu thoi diem nao thang deu phai toan day du cudc thue bao la 150.000 dong/STB cua thang ~ A Vi du: Khach hang huy cong 22/12/2013 thi van phdi toan day y y du 150.000 dong/STB cho cudc thue bao goi kenh K+ cua thdng 12/2013, dong thdi r r r tin hieu cua goi K+ se duac tri den het cuoi cung cua thdng - Khong ap dung chinh sach giam gia ddi vdi STB thu trd len doi vdi khach hang dang ky su dung tir 02 STB trd len tai mot dia chi - Khong ap dung chinh sach giam gia ddi vdi khach hang tra trudc - Khong ap dung chinh sach giam gia doi vdi cac ddi tuong khach hang su dung cac goi cudc tich hop va cac trudng hop khac - Khong ap dung bat ky hinh thuc khuyen mai, giam gia nao doi vdi goi kenh K+ trir cac chuong trinh khuyen mai K+ thuc hien va cd thdng bao rieng cho tap khach hang MyTV 4.Mire cirdc cac dich vu thuoc nhom My Plus 4.1 Goi phim HBO on demand: 40.000 dong/bo giai ma/thang (chua bao gom thue GTGT) (Ap dung tie 01/07/2014) Liru y: - Goi cudc HBO on demand tinh tron thang ddi vdi khach hang dang ky tai bat ky thdi diem nao Vi du: ndu dang ky 10/07/2014 hoac 30/07/2014, khach hang van phai tra so tien 40.000dong/bd giai ma/thang cho cudc thang 07/2014 - Huy goi cudc: Khach hang van phai tra cudc tron thang neu huy goi HBO on demand ke tir sau thdi diem dang ky cong goi HBO on demand Viec huy goi HBO on demand se cd hieu luc tir 01 cua thang ke tiep Vi du: khach hang huy vao 15/08/2014 thi van phai tra sd tien 40.000dong/bo giai ma/thang cho cudc thang 08/2014 va van tiep tuc duoc su dung goi HBO on demand cho den het thang 08/2014 - Khong ap dung chinh sach giam gia doi vdi nhung khach hang dang ky sir dung tir 02 bo giai ma trd len tai mot dia chi - Khong ap dung chinh sach giam gia doi vdi khach hang tra trudc - Khong ap dung chinh sach giam gia doi vdi cac doi tugng khach hang dac biet Tap doan quy dinh - Khong ap dung cac hinh thuc khuyen mai doi vdi goi HBO on demand trir cac chuong trinh khuyen mai HBO on demand thuc hien cho tap khach hang My TV 4.2 Goi FaFim: 40.000 dong/bo giai ma/thang (chua bao gom thue GTGT) (Ap dung tie 01/10/2014) Luuy: - Goi cudc FaFim tinh trdn thang ddi vdi khach hang dang ky tai bdt ky thdi didm nao Vi du: ndu dang ky 15/11/2014 hoac 30/11/2014, khach hang vdn phai tra so tien 40.000dong/bd giai ma/thang cho cudc thang 11/2014 - Huy goi cudc: Khach hang vdn phai tra cudc tron thang ndu huy goi FaFim kd tu sau thdi didm dang ky cong goi FaFim Viec huy goi FaFim se cd hieu luc tu 01 cua thang kd tiep Vi du: khach hang huy vao 15/12/2014 thi vln phai tra sd tidn 40.000ddng/bo giai ma/thang cho cudc thang 12/2014 va vdn tidp tuc dugc su dung goi FaFim cho den het thang 12/2014 - Khong ap dung chinh sach giam gia doi vdi nhung khach hang dang ky su dung tir 02 bo giai ma trd len tai mot dia chi - Khong ap dung chinh sach giam gia doi vdi khach hang tra trudc - Khong ap dung chinh sach giam gia ddi vdi cac doi tuong khach hang dac biet Tap doan quy dinh - Khong ap dung cac hinh thuc khuyen mai ddi vdi goi FaFim trir cac chuong trinh khuyen mai FaFim thuc hien cho tap khach hang MyTV Goi cirdc MyTV tai cac dao Ap dung ddi vdi cac thue bao My TV tai dao Phu Quoc, Hon Tre, Lai Son (thuoc tinh Kien Giang) 5.1 Goi cirdc MyTV tai dao Phu Quoc My TV cung cap goi cudc tin hieu SD (MyTV Silver, MyTV Gold) vdi muc cudc cu the nhu sau: a Muc cudc thue bao thang: Dan vi: dong/bo gidi ma/thang Goi dich vu Ndi dung dich vu > -55 kenh truyen hinh chuan tin hieu SD, cac kenh Radio MyTV Silver -Dich vu tam dung, luu trtr va xem lai cac chuong trinh truyen hinh -Dich vu tiep thi truyen hinh, dich vu thdng tin can biet, dich vu chia se hinh anh, tin tuc -Goi noi dung chuan tin hieu SD theo yeu cau bao gom Mire cirdc thue bao 50.000 dong phim, am nhac, karaoke, sue khoe lam dep, the thao, doc truyen (cac noi dung khong the hien gia tien tren man hinh TV) MyTV Gold -Noi dung dich vu thuoc goi My TV Silver -Toan bo cac dich vu theo yeu cau cd chuan tin hieu SD (nhu muc tren day) b Muc cudc dich vu theo yeu cau (nhu muc d tren) 120.000 ddng 5.2 Goi cudc MyTV ap dung tai dao Hon Tre: Chi cung cap goi cudc nhat vdi muc cudc 50.000 dong/bo giai ma/thang Noi dung goi cudc: dich vu LiveTV gom 40 kenh truyen hinh, khong cung cap cac dich vu PayTV va cac tinh nang (TSTV, TVOD, ) 5.3 Goi cudc My TV ap dung tai dao Lai Son: Chi cung cap goi cudc nhat vdi muc cudc 35.000 dong/bo giai ma/thang Noi dung goi cudc: dich vu LiveTV vdi 15 kenh truyen hinh, khong cung cap cac dich vu PayTV va cac tinh nang (TSTV, TVOD, ) Mire cudc ap dung cho khach hang dang ky sir dung tir 02 bo giai ma trd len tai mot dia chi - Tir 02 den 05 bo giai ma: giam 10% tong cudc sir dung dich vu hang thang - Tir 06 bo giai ma trd len: giam 20% tong cudc su dung dich vu hang thang Muc cudc ap dung cho khach hang tra trudc 12 thang: - Khach hang su dung 01 bo giai ma: giam 10% tong cudc thue bao tra trudc 12 thang - Khach hang sir dung tir 02 bo giai ma trd len: giam 10% tong cudc thue bao tra trudc 12 thang, mire giam tinh tren tong cudc thue bao 12 thang da duoc giam theo ty le quy dinh tai muc neu tren Luu y: + Neu khach hang da dang ky tra trudc 12 thang thi khdng duoc hoan tra lai tien moi trudng hop thay ddi + Khong ap dung hinh thuc tra trudc cho cac goi dich vu PayTV quy dinh tai muc neu tren Cac quy dinh khac - De su dung dich vu My TV khach hang can dang ky 01 04 goi cudc: My TV Silver/MyTV Silver HD/MyTV Gold/MyTV Gold HD - Ddi vdi cac dich vu PayTV khach hang quyet dinh su dung true tiep tren man hinh TV (EPG) - Cudc phat sinh thang doi vdi cac trudng hop chuyen ddi goi cudc/tam ngung su dung dich vu/thanh ly hop dong, duoc tinh nhu sau: Cu’o’c thu khach hang = Cird’c thue bao khong trdn thang + Cird’c sir dung cac dich vu PayTV thang Trong do: Mire cird’c thue bao theo Cird’c thue bao khong tron thang = thang Sd thang x so sir dung Khach hang phai toan cudc da su dung dich vu trudc thuc hien chuyen doi goi cudc/tam ngung su dung dich vu/thanh ly hop dong - Gia cudc tren chua bao gom thue gia tri gia tang (VAT)