Hoàn thiện hoạt động khuyến mại của công ty thông tin di động vms

TRUONG DAI HOC KINH TE Qu6c DAN LE PHAN HIEN DAI HOC KTQD TT THONG TIN THU VIEN PHONGLUANAN-TVLIEU HOAN THIEN HOAT DONG KHUYEN MAI CUA ■ ■ ■ ■ _ 4* _ JW H CONG TY THONG TIN 01 DONG VMS ■ Chuyen nganh: QUAN TRI KINH DOANH CONG NGHlfiP VA XAY DUNG LUAN VAN THAC SY QUAn TRI KINH DOANH NGUOI HUONG DAN KHOA HOC: TS TRUONG DOC LUC TKS HA NOI, 2009 ls-c£ LUAN VAN THAC SY MUC LQC MO DAU TOM TAT LUAN VAN CHVONG - LY LUAN VE HOAT DQNG KHUYEN MAI CUA DOANH NGHIEP 1.1 THQ’C CHAT VA HINH THUC KHUYEN MAI CUA DOANH NGHIEP r r 1.1.1 Thue chat khuyen mai 1.1 Cac hinh thuc khuyen mai theo ly luan marketing 1.1.3 Cac hinh thuc khuyen mai theo luat phap Viet Nam 1.2 VVA TRO HOAT DONG KHUYENMAI CUA DOANHNGHIEP 11 1.2.1 Vai tro hoat dong khuySn mai kinh doanh noi chung 10 1.2.2 Vai tro hoat dong khuySn mai kinh doanh thong tin di dong 14 1.3 NOI DUNG VVA QUU TRINH HOAT DQNG KHUYEN MAI CUA DOANH NGHIEP 15 1.3.1 Xay dumg ke hoocc cco hoot ddng kkuuen mai cca ddanh nggiep 15 1.3.2 Xyy dmng quy trinh dOng khuyen mai caa doanh nghipp 21 1.3.3 Xac dinh tin suit su dung cac chuong trinh khuyen mai caa doanh nghiep 24 1.3.4 Xem xet moi qqaa hh gnra lmot ddnn Ithhuee 1™ vVi ccc ddnn khac caa doanh nghiep 26 CHVONG - TH/C TRANG HOAT DQNG KHUYEN MAI CUA CONG TY THONG TIN DI DQNG VMS 31 2.1 GIOI THIPU VE CONG TY VMS 31 2.1.1 Thong tin chung ve Cong ty 31 2.1.2 San pham cua Cong ty 35 2.1.3 Ket qua hoat dong kinh doanh cUa Cong ty 99 2.2 PHAN TTCH THUC HANG HOAT DQNG KHUYYN MAI CUA CONG TY VMS 42 2.2 Muc tieu IiuhC dqnn khuyyn 0^ cca CCnn ty 42 LEPHANHIEN LUAN VAN THAC SY Z z 2.2.2 Ket qua hoat dong khuyen mai cua Cong ty thoi gian qua 44 2.2.3 Mot so danh gia cua khach hang ve hoat dong khuyen mai cua Cong ty qua dieu tra diin hinh tai Ha Noi 54 2.3 DANH GIA CHUNG HOAT DONG KHUYEN MAI CUA CONG TY VMS 62 2.3.1 Nhung diem da dat duqc 62 2.3.2 Nhtrng diem han che 64 2.3.3 Nguyen nhan cua nhtrng han che 66 CHVONG - MQT SO GIAI PHAP HOAN THIEN HOAT DQNG KHUYEN MAI CUA CONG TY THONG TIN DI DQNG VMS 70 3.1 DINH HUONG PHAT TRIEN CONG TY VMS 70 3.2 MQT SO GIAI PHAP HOAN THIEN HOA T DQNG KHUYEN MAI CUA CONG TY VMS 72 3.2.1 Doi moi danh gia hoat dong khuyen mai 72 3.2.2 Coi cong tac chuin bi chuong trinh khuyen mai 74 3.2.3 Phat triin cac hinh thtrc khuyen mai moi 75 3.2.4 Thue day khuyen mai cho he thing kenh phan phii 77 3.2.5 Trien khai viec nghien curu thuc nghiem trudc lap ke hoach khuyen mai 79 3.2.6 Dau tu phat trien cong nghe 81 KET LUAN 84 DANH MUC TAI LIEU THAM KHAO 86 PHI' LQC LEPHANHIEN LUAN VAN THAC SY DANH MVC BANG, BIEU, SO BO Bang 2.1: Qua trinh phat triin cua VMS 32 Bang 2.2: Cac san pham chu yeu cua VMS 36 Bang 2.3: Phan chia thi truong thong tin di dong 40 Bang 2.4: Doanh thu hang nam tu hoat dong khuyen mai 45 Bang 2.5: So sanh so luong chuong trinh khuyen mai cua doanh nghiep cung cdp thong tin di dong lon tai Viet Nam nam 2008 46 Bang 2.6: Chi phi hang nam tu hoat dong khuyen mai 46 Bang 2.7: So sanh doanh thu truoc, va sau co khuyen mai 48 Bang 2.8: Nhung hinh thuc khuyen mai VMS da su dung 50 Bang 2.9: Nhung hinh thuc khuyen mai khach hang ua thich 55 Bang 2.10: Phan ung cua khach hang co chuong trinh khuyen mai cua VMS 60 Bieu 2.1: Muc tang truong thue bao giai doan 1993 - 2010 39 Bieu 2.2: Nhung hinh thuc khuyen mai khach hang khong ua thich 57 Bieu 2.3: Hinh thuc khuyen mai co truc trac trien khai toi khach hang58 Bieu 2.4: Cam nhan cua khach hang ve khuyen mai 61 So 1.1: Quy trinh hoat dong khuyen mai 22 So 1.2: Chu ky song cua san pham 25 So” 1.3: Vi tri cua khuyen mai hoat dong marketing 27 So 2.1: So d6 t6 chuc cua cong ty thong tin di dong VMS 34 So 2.2: Ma tran BCG cho san pham cua VMS 551 So1 3.1: He thOng kenh phan phoi cua VMS 78 LE PHAN HIEN TRUONG DAI HOC KINH TR Qu6c DAN LE PHAN HIEN HOAN THIEN HOAT DONG KHUYEN MAI CUA ■ ■ ■ ■ CONG TY THONG TIN 01 DONG VMS ■ Chuyen nganh: QUAN TRI KINH DOANH CONG NGHlfiP VA XAY DUNG T6M TAT LUAN VAN THAC SY HA NOI, 2009 TOM TAT LUAN VAN THAC SY i MO DAU Trong nhung nam dau cua the ky XXI, khai niem marketing cung •> z r nhung thuat ngu lien quan da trd nen bien va dune nhieu nguai biet den, dac biet la cac doanh nghiep Ngay nay, marketing da thuc su trd A mot chiic nang quan trong quan tri doanh nghiep va vay hau r r a a a het cac doanh nghiep muon cong tren thi truong deu can dau tu vao bo phan marketing mot each chuyen nghiep VMS la mot nhung doanh nghiep Ion, tru cot cua Tap doan Buu chinh Vien thong Viet Nam (VNPT) va cung la mot nhung doanh nghiep co phong each va moi truong lam viec kha chuyen nghiep VMS hoat dong lmh vuc cung cap cac dich vu mang dien thoai di r dong - mot nhung lmh vuc co su canh tranh kha gay gat nhung nam gan day, nhat la Viet Nam gia nhap WTO Do do, viec thuc hien hoat dong marketing, co hoat dong khuyen mai tac dong khong chi tai gia tang quy mo doanh nghiep, toe tang truong, hieu qua kinh doanh ma co tac dong rat Ion tai hinh anh cua doanh nghiep tarn tri khach hang De thuc su tra mot nhung doanh nghiep dugc khach hang tin tuang va gui gam, de co the doi mat vdi nhung doanh nghiep co von dAu tu nuac ngoai vai tiem luc manh va trinh chuyen nghiep cao cung nhu cac doanh nghiep nuac khac kha cong tren thi truong hien tai, Doanh nghiep VMS can tien hanh phan tich, danh gia that chinh xac va cu the nhung quan tarn, cam nhan cua khach hang tai z z nhung hoat dong ma minh da thuc hien Neu lam tot nhung hoat dong z A A f se tac dong true tiep tai tarn ly khach hang cung nhu tao tien de de xay z dimg thuang hieu VMS mot each huu hieu han Do do, toi da lira chon van de “Hoan thien hoat dong khuyen mai cua Cong ty thong tin Di dong VMS” lam de tai nghien cuu LE PHAN HIEN TOM TAT LUAN VAN THAC SY ii CHtfONG LY LUAN VE HOAT DQNG KHUYEN MAI CUA DOANH NGHIEP 1.1 Thu*c chat va hinh thuc hoat dong khuyen mai cua doanh nghiep 1.1.1 Thuc chat khuyen mai Hoat dong khuyen mai bao gom rat nhieu cac cong cu thuc hien va r r r \ •> •> chu yeu duoc tien hanh thoi gian ngan nham day nhanh hoac day manh luong tieu thu hang hoa cua doanh nghiep Theo Hiep hoi Marketing Hoa Ky “Khuyen mai la cac hoat dong marketing ngoai ban hang ca nhan, quang cao, quan he cong chung va truyen thong nham khuyen khich khach hang mua hang va cac dai ly hoat dong marketing hieu qua nhu quang ba hinh anh theo cac chuong trinh, trien lam va vo so nhung chuong trinh khac theo nhung cach thuc moi ” “Nguon: Advertising and Sales promotion - ebook” Tai Viet Nam, theo dieu 88, Luat Thuong mai 2005: “Khuyen mai la hoat dong xuc tien thuong mai cua thuong nhan nham xuc tien viec mua ban hang hoa, cung ung dich vu bang cach danh cho khach hang nhung loi r ich nhat dinh ” 1.1.2 Cac hinh thuc khuyen mai theo ly luan marketing Cac doanh nghiep su dung khuyen mai de dat duoc nhung muc tieu cua doanh nghiep z r e Doi voi nguoi tieu dung, muc tieu chinh la khuyen khich tieu dung voi so luong cang lon hon, tao co hoi de nguoi chua su dung san pham duoc dung thu san pham mien phi va lam cho khach hang khong bo san pham cua doanh nghiep de su dung san pham cua doanh nghiep khac Nhung hinh thuc thuong duoc su dung nhu: f r •> - Dung thu san pham doi voi cac san pham moi - Tang coupon dinh kem san pham LE PHAN HIEN TOM TAT LUAN VAN THAC SY r ~ - Quay so trung thicdng nhtrng dip le ky niem - Giam gid cho cac san pham - The tich diem vai khach hang than thiet Doi vdi cac dai ly, muc tieu chinh la dem lai cho cac dai ly cac cong Z Z cu moi va cap sang tao cao hon, khuyen khich mua mua giam gia, z khuyen khich du trtr cac thiet bi lien quan, khong lam an voi cac doi thu r r canh tranh cua doanh nghiep, xay dung cac dai ly than thiet vdi doanh nghiep va co gang tiep can voi cac nha dai ly mod Nhung hinh thuc thudng duqc su dung nhu: - Tang them Id hang cho nha buon ho mua tai khoi lirang nao - Hoi nghi dai ly - Hoi cha, trien lam thuang mai 1.2 Vai tro hoat dong khuyen mai cua doanh nghiep Cac cong cu cua khuyen mai co vai tro rat Ion viec thu hut ngudi tieu dung den vdi san pham cua cong ty Hang mau tang kich thich ngubi tieu dung su dung thu san pham tu van mien phi cho cac dai ly each quan ly la mot nhtrng each de tao moi quan he ben vtrng vdi ho Khuyen mai cd vai tro quan trong doanh nghiep nham gidi thieu san pham mdi, hap dan khach hang tiem nang, kich thich khach hang hien tai tieu dung nhieu hon, giup cac doanh nghiep tri vi the canh tranh, tang doanh so ban hang mua giam gia, tang su sang tao cho cac dai ly Vai tro cua khuyen mai kinh doanh thong tin di dong lai cd nhtrng diem rieng biet tu dac trung la moi khach hang chi su dung mot z z z •> so luqng nhat dinh so dien thoai di dong va khong cd xu hudng thay doi •> •» lien tuc de viec lien lac khong bi gian doan Khai thac duoc dac diem nhtrng ngudi lam linh vuc marketing thudng dua cac chucrng trinh z •» z z khuyen mai ldn de thu hut so luqng khach hang den vdi mang di dong cua LE PHAN HIEN TOM TAT LUAN VAN THAC SY iv •> >7 minh Dieu chi'nh la viec de khach hang dung thu san pham Sau kich hoat su dung, neu doanh nghiep lam tot cac cong doan nhu dich vu cham soc khach hang, chat luong cuoc goi, chat luong cac dich vu gia tang thi se dem lai su hai long cho khach hang va tham chi ho se tiep tuc su dung san pham 1.3 Noi dung va quy trinh hoat dong khuyen mai cua doanh nghiep r r Xay dung ke hoach khuyen mai la mot budc co ban quan trong xay dung ke hoach marketing Ke hoach khuyen mai bao gom: xac dinh muc tieu cua khuyen mai, nhung cong cu hieu qua de thu hut su chu y cua khach hang nhu truyen thong, xac dinh cach thuc thuc hien, xac dinh ngan sach, xac dinh nhung cong cu xuc tien hon hop, gioi thieu nhung tiep can r x r r ban dau cua ke hoach va nhung danh gia cuoi cung ket thuc z Hoat dong khuyen mai cung nhu cac hoat dong khac doanh nghiep se bao gom cac noi dung nhu lap ke hoach, trien khai thuc hien, danh gia thuc hien va khac phuc cho hoat dong thoi gian sap tori Muc su dung cac chuong trinh khuyen mai duoc phan tich dua tren nhung tieu chi nhu ket qua ngan han, ap luc canh tranh, ky vong cua khach hang, cac dai ly hoat dong khong hieu qua va chu ky song cua •> san pham r r Khuyen mai thuc chat la mot nhung cong cu huu dung cua mot chu p quan cua marketing mix - xuc tien Tuy nhien, de co duoc hoat dong khuyen mai hieu qua thi moi quan he cua hoat dong Z Z voi cac hoat dong khac la rat quan trong, neu chi la su hoat dong rieng re Z Z cua khuyen mai thi khong the co nhung chuong trinh khuyen mai cong LE PHAN HIEN TOM TAT LUAN VAN THAC SY v 1.4 Yeu cau hoan thien boat dong khuyen mai cua doanh nghiep r Trong xu the hoi nhap va toan cau hoa hien nay, moi truong kinh z •> z doanh bien doi khong ngimg, ket hop vdi viec Viet Nam da chinh thuc tham gia vao WTO dong nghTa vdi viec se dung tren san chai toan cau vdi nhung quy dinh va tieu chuan toan cau Nhung thay doi da xuat hien r t cang ro rang nhu su lap va phat trien cua he thong ngan hang va cac cong ty chung khoan, cac doanh nghiep lam an cang chuyen nghiep z z z x va nam bat xu the thi trudng hon, nhieu hoat dong quang ba hinh anh duqc chu nham tao an tuqng cho khach hang r r Khuyen mai cung nhu bat ky cac hoat dong khac doanh nghiep •> deu quan va dong gop cho su phat trien cua doanh nghiep Do do, su hieu qua cua hoat dong tac dong true tiep tdi ket qua ma doanh nghiep cd duqc, cu the d day la doanh thu, lqi nhuan cung nhu hinh anh ve doanh nghiep mat khach hang CHLONG THVC TRANG HOAT DQNG KHUYEN MAI CUA CONG TY THONG TIN DI DQNG VMS 2.1 Gidi thieu ve Cong ty VMS 2.1.1 Thdng tin chung ve Cong ty Ten thuong mai: a z z Ten giao dich quoc te: VIETNAM MOBILE TELECOM SERVICES Co Ten viet tat: VMS Tru sd chinh: So 216 dircmg Tran Duy Hung, Ha Noi Website: http://www.mobifone.com.vn Dien thoai: 84 - - 38649533 Fax: 84 - - 38649534 CONG TY THONG TIN DI DQNG LE PHAN HIEN LUAN VAN THAC SY 81 mau dang tien hanh thuc nghiem Sau co ket qua, can kiem tra tin cay cung nhu gia tri cua thuc nghiem va cac yeu to tac dong de thay duoc chinh xac cua thuc nghiem trudc ap dung cho toan bo tong the y r r •> Cong ty cung co the ket hop phong van, dieu tra cam nhan cua khach hang r a y tai khu vuc thuc nghiem ve chuong trinh, ho cd suy nghi nhu the nao ve hinh thuc uu dai dang duoc hudng hay khong, gop phan thuc hien tot hon trien khai rong rai khap ca nude r a Dieu tra thuc nghiem la mot loai hinh dac biet vi nd la ket hop cua phuong phap quan sat va phong van Tuy phuong phap ton kem nhieu chi phi va rat phuc tap nhung nd duoc coi la phuong phap thu thap du lieu /■ XX so cap cd tinh thuyet phuc nhat Nd xac dinh rd rang hon muc hieu luc cua loai hinh khuyen mai sap trudc trien khai chinh thuc tdi moi doi tuong khach hang, do se lam giam rui ro cho nhung chuong trinh quy mo ldn, mang tinh chat tong luc cua cong ty 3.2.6 Dau tu phat trien cong nghe VMS la mot nhung doanh nghiep co sir dau tu manh A e A A phat trien co so tang Tuy nhien, xet ve muc dap ung nhu cau ngudi tieu dung hay dap ung nhung chuong trinh ma ngudi lam marketing muon r r a dua thi he thong ky thuat, co so tang cua VMS mot so cho chua r r a a dam bao Chang han nhu he thong truyen tin nhan tdi khach hang ve chuong trinh khuyen mai sap thuc hien, cac khach hang thuong xuyen bi nhan cham thong tin hoac cd nhung khach hang khong nhan dupe tin nhan vi so luong tin nhan tu dong ma mang phai thuc hien la qua tai so vdi kha nang dap ung ky thuat Hang loat nhung van de ma trien khai chuong trinh khuyen mai doanh nghiep thuong gap phai chinh la kha nang cua doanh nghiep chua du dap ung hoan hao nhat nhung ke hoach ma ngudi lam marketing muon r dua Mot vi du la chuong trinh khuyen khich khach hang su LE PHAN HIEN 82 LUAN VAN THAC SY • • dung thue bao tra trudc gui thong tin ca nhan theo khuyen cao cua Bo Thong tin - Truyen thong, VMS da co chuong trinh tang thudng cho cac khach hang gui thong tin ca nhan qua SMS tdi mang, dong thdi cung to r chuc boc tham trung thudng cac khach hang gui thong tin ca nhan qua he thong SMS Tuy nhien, qua trinh thuc hien, VMS da khong the thuc hien tot viec tang tien vao tai khoan cho khach hang vi qua tai cung nhu chua co tin nhan phan hoi xac nhan viec nhan thong tin tdi khach hang Nhieu ngudi tieu dung da to khong hai long vi khong duoc xac nhan nhung thong tin minh chuyen den da duoc nhap vao he thong hay chua Doi vdi mot cong ty thong tin di dong thi viec nhan tin phan hoi cho r r khach hang hoac nhan tin thong bao chuong trinh cho khach hang rat quan r r x Neu doanh nghiep khong the dap ung day du cho doi tuong khach a f r hang thi se co nhung phan hoi khong tot Co nhung chuong trinh sap r z ket thuc khach hang mdi nhan duoc tin nhan thong bao tu cong ty hay • A khach hang gui thong tin tdi cong ty nhung lai khong co phan hoi tu dong Tat ca nhung dieu deu xuat phat tu viec he thong tin nhan tu dong qua r r a a r a tai va viec dau tu cho he thong la het suc can thiet Cong ty can co nhung dau tu hon nua cho he thong nham md rong luu luong, dam bao x a r phuc vu day du nhu cau cua tat ca cac khach hang Nhu vay, viec thiet lap mot he thong ky thuat dam bao nhu cau cho mang ludi cung nhu phuc vu qua trinh trien khai chuong trinh khuyen mai cho khach hang la viec lam het suc can thiet VMS da trung goi thau trien khai mang 3G tuong lai, bdi vay viec dau tu cong nghe lai trd nen quan hon bat ky luc nao Khuyen mai tuong lai se khong goi gon vdi cac chuong trinh lap di lap lai nhu hien ma se cang da f A A dang vdi nhieu nhung phuong thuc phuc tap hon Do do, van de ky thuat dam bao cho nhung hoat dong cang trd nen quan De co duoc su •» A A tin nhiem tu phia khach hang thi viec trien khai 3G se phai di lien vdi dau LE PHAN HIEN 83 LUAN VAN THAC SY r r r tu nang cap he thong co so va cong nghe co chat luong cao Mang 3G phat r •> r r trien tao co so cho hoat dong khuyen mai duoc trien khai voi chat luong tot nhat toi khach hang, 3G voi bang thong rong, duong truyen tot, luu luong chuyen nhieu hon rat nhieu va nhanh chong hon so voi 2G nhu hien Do do, voi nen tang ky thuat vung manh, viec dau tu cho cong nghe dong vai tro quan trong hoan thien hoat dong khuyen mai cua VMS \ r try Neu lam duoc dieu nay, VMS se tao nen nhung dau an dam net ve mang di dong co chat luong tot nhat va lam cho khach hang muon su dung r r lau dai dich vu ma cong ty cung cap Ngoai ra, nhung chuong trinh khuyen p •> mai duoc trien khai toi khach hang ma khong vap phai nhung truc trac cung se tao su hai long tuyet doi cho nguoi su dung, ho se nhan thay diem khac biet giua cac chuong trinh khuyen mai cua cac mang, nhat la ve van r r de chat luong khuyen mai LE PHAN HIEN LUAN VAN THAC SY 84 KET LUAN r Thi truong canh tranh giua nhung nha cung cap dich vu thong tin di dong dien cang gay gat va xuat hien nhieu doi thu moi ca Z nude va nude ngoai Vdi dac diem la thi truong di dong khong ngung bien doi ve cong nghe ky thuat cung nhu thi hieu da dang, phong phu, tung hoat y y Z dong deu can cd su thay doi nhanh chong va phu hop vdi thi hieu khach hang Hoat dong khuyen mai moi quan he rat khang khit vdi cac hoat dong khac cung dong gop mot vai tro quan trong viec xay dung va phat trien doanh nghiep cung nhu hinh va giu gin hinh anh doanh nghiep mot each tot dep nhat / F y r A Qua thuc te ve hoat dong khuyen mai cua VMS cd the thay rang khuyen mai tai cong ty moi chi dung lai d viec tap trung vao tang doanh thu va tang thi phan cho san pham Tuy nhien, vdi xu hudng cua tuong lai, F •F hoat dong khuyen mai khong chi dung lai d viec tao hieu qua kinh te cho doanh nghiep ma dong gop mot phan quan cho tao lap va nang cao hinh anh doanh nghiep tren thi truong Do do, VMS can chu va hoan thien hon nua hoat dong VMS can dau tu tao nhung khac biet, doc dao nhung hinh thuc cua khuyen mai tuong chung nhu lap di lap lai nhu giam gia, quay so trung thuong, tang the mua hang mua r hang, dung thu san pham, the khach hang than thiet Trong chuoi nhung hoat dong cua marketing, khuyen mai duoc su dung rat nhieu thuc tien hoat dong kinh doanh tai Viet Nam nhien lai chua cd mot ly thuyet nao cho hoat dong khuyen mai duoc mo ta mot A • F each cu the Thong qua de tai nay, tac gia cung muon de cap nhieu hon tdi ly thuyet ve khuyen mai, mong muon cd mot co so ly luan ro rang de ngudi 7 A r doc co the cd each nhin sau hon va cu the hon ve khuyen mai LE PHAN HIEN LUAN VAN THAC SY • • 85 Tom lai, boi canh Luat Vien thong dang dugc xay dung de chuan bi cho su phat trien mot chuyen nghiep hon cua thi truong vien thong, co thong tin di dong thi nhtrng hoat dong cua VMS, co hoat dong khuyen mai cung se co nhieu thay doi cho phu hop voi cac dieu luat Tuy nhien, bat cu hoan canh nao vdi chat lugng phuc vu tot, cac hoat dong co hoat dong khuyen mai dien mot each chuyen nghiep va doc dao dugc khach hang cong nhan thi VMS cung se co nhung vi tri vung chac mot thi trudng canh tranh khde liet LE PHAN HIEN LUAN VAN THAC SY 86 DANH M(C TAI LIEU THAM KHAO GS TS Tran Minh Dao (2006), Giao trinh Marketing can ban, NXB Dai hoc kinh te quoc dan, Ha Noi r Dao Huong Giang (2008), Hoan thien kenh phan phoi cua Cong ty thong tin di dong VMS, Chuyen de tot nghiep, Ha Noi PGS TS Le Cong Hoa (2005), Phiccmgphap nghien cicu kinh doanh, Ha Noi Le Van Huy (2007), Hucmg dan sir dung SPSS img dung nghien cicu marketing, Da Nang PGS TS Nguyen Viet Lam (2004), Giao trinh nghien cicu marketing, NXB Thong Ke, Ha Noi Phong Ke hoach - Ban hang, Cong ty Thong tin di dong VMS, Bao cao ket qua chuomg trinh khuyen mai nam 2007, 2008 Bich Thuy, http://vietnamnet.vn/bvkh/2009/03/835746/ (2009), “"Dai tiec tin nhan" - bua tiec kem vui” http://vietnamnet.vn/bvkh/2009/06/853695/ (2009), “Viettel: Ban hang "nong", giai quyet khieu nai "lanh"?” http://vietnamnet.vn/bvkh/2009/05/850252/ (2009), “Tu van khuyen mai vien thong: "ong noi ga, ba noi vit"” 10 http://www.itgatevn.com.vn/?u=nws&su=d&cid:=85&id=14280, “Giai ma “bi an” chat luong mang VMS, ITC NEWS” 11 Due Tho, http://vneconomy.vn/20081020101449890P0C16/VMS- tang-dung-luong-dich-vu-gia-tri-gia-tang.htm, “VMS tang dung luong dich vu gia tri gia tang” 12 http://www.marketingchienluoc.com/index.php?module=article&id= 416, “Lam the nao de khuyen mai cong” LEPHANHIEN LUAN VAN THAC SY 87 13 Website www.mobifone.com.vn 14 Website www.vinaphone.com.vn 15 Website www.viettel.com.vn 16 Luat Thuong Mai 2005 17 George E.Belch and Michhel A.Belch (2007), Advertising and Promtion - dd Intergrnd Mnrketidg CommudicnSions Perspective, McGraw-Hill/Irwin Company 18 http://www.pPfgeni.conmjbok/sales-promotion-pPf.html, Adverdsing nnd Snles Promotion LE PHAN HIEN LUAN VAN THAC SY 88 PHV LVC STT Ten chuong trinh Doi turong Thdi gian Chuong trinh khuyen mai Tet Tir Oh - Tra trudc mdi 2008 "Ron rang xuan mori, vdi 1/1/2008 din hit - Tra trudc nap loc Mobifone" 24h tien 29/2/2008 - Tra sau mdi Chuong trinh khuyen mai thang Tir Oh - Tra trudc mdi 3-4-5 nhan dip ki niem 15 1/3/2008 den hit - Tra trudc nap nam lap VMS 24h tien 31/5/2008 - Tra sau mdi - Tra sau dang hoat dong Chuong trinh khuyen mai Sim Tir Oh - Sim cu dung lai cu dung lai 17/4/2008 din hit cua thue bao tra 24h trudc 31/5/2008 Chuong trinh khuyen mai thang Tir Oh - Tra trudc mdi 6-7 -8 1/6/2008 din hit - Tra trudc nap 24h tien 30/6/2008 - Tra sau mdi - Tra sau dang hoat dong Chuong trinh khuyen mai Goi Tir Oh - Thue bao tra so vang hudng cudc dac biet 4/8/2008 din hit trudc 24h 31/10/2008 Chuong trinh khuyen mai goi Tir Oh cudc di dong noi viing 10/12/2008 din - Mobizone LE PHAN HIEN LUAN VAN THAC SY MobiZone 89 het 24h 31/01/2009 Chuang trinh khuyen mai giam Tu 22:59:59 - Tat ca cac loai cudc vao gia roi 13/6/2008 dSn 24h thue bao 1/1/2009 Chuang trinh khuyen mai danh Tu Oh - Thue bao cho thue bao hoa mang goi cudc 15/9/2008 dgn het Mobi365 hoa Mobi365 24h mang mdi 31/12/2008 Chuang trinh khuyen mai danh Tu Oh cho thue bao MobiQ 25/6/2008 den 24h - Thue bao MobiQ 30/9/2008 10 Chuang trinh khuyen mai danh Tu Oh 1/7/08 - Tra trudc thuoc cho khach hang thuoc khu vuc den het 24h khu vuc phia Bac r 11 phia Bac 31/10/08 Chuang trinh khuyen mai danh Tu Oh - Tra trudc mdi cho thue bao tra trudc thang 21/7/2008 den het - Tra trudc dang 8/2008 24h hoat dong 31/8/2008 12 13 Chuang trinh khuyen mai thang Tir Oh - Tra sau mdi - 10 - 11 danh cho thue bao tra 1/9/2008 den het - Tra sau dang sau 30/11/2008 hoat dong Chuang trinh khuyen mai danh Tir Oh - Tat ca cac loai cho khach hang su dung dich vu 24/12/2008 den thue bao MMS 24h 24/3/2008 LE PHAN HIEN 90 LUAN VAN THAC SY • • PHV LUC Vira qua, MobiFone cd chirong trinh "Dai ti?c SMS” Tuy nhien, "dai ti£c" vi dien thdi gian qua ng£n chi tu* 26 den 28/2/2009 nen co nhieu ngirdi khen, ke che Dirac "rao mai" kha hoanh trang, danh tang 100 tin nhan SMS noi mang mien phi cho tat ca cac thue bao dang hoat dong, nhung "dai tiec" chi dien von ven ngay, tir 26 den 28/2/2009 “Dai ti?c” bupc phai an gap Chi Thu Trang, so 0913678 XXXX, nhan vien truyen thong, bay to su khong hai long ve chuong trinh "Dai tiec SMS” nhu sau: "Toi thuc su thay y tuong chuong trinh khuyen mai "dai tiec" tin nhan cua MobiFone la duoc nhung each thuc thuc hien va thoi gian trien khai thi gap gap qua nen chuong trinh khuyen mai chua mang lai su hai long cho nguai tieu dung chung toi Tdi khong biet nhung nguai khong lam viec thuong xuyen voi Internet thi ho se co thong tin vd chuong trinh tir dau Do sang nao cung luat qua cac bao de xem co tin gi hay ho khong nen chuong trinh tin nhan toi biSt tir trudc Nhung day chi la thong tin qua bao chi, chuong trinh quang cao cua nha mang den duoc vdi tdi lai qua muon, tdi tan chieu toi thu cua chuong trinh khuyen mai tuc la khoang 7h tdi 27/2/2009 Nhu vay "bua dai tiec" dung la kho "tieu hoa" qua Lam ma co the «tieu hoa» 100 tin nhSn nhu the chi cd hon ngay? Ma theo tdi da tang cho khach hang thi ho muon dung luc nao ma chang duoc MobiFone cd he thong cd the dem so tin nhan co ma Ban Bui Sao Mai, so 0121911 thi cho biet: Nhung tudng se tha hd ma nhan tin «tam su» vdi ban be Song chung em thay chuong trinh khong the goi la bua tiec ldn nhu LEPHANHIEN LUAN VAN THAC SY 91 nha mang quang cao Ai lai 100 tin nhan ma chi danh cho noi mang, nhu vay la so ti£n khuyen mai tinh chi 20.000 dOng Nhung co phai la duoc hudng ca dau vi chuong trinh khuyen mai chi dien ngay?» Theo Quynh Loan (hoc sinh Truong Trung hoc Lilu Giai, Ha Noi) cung thdy chuong trinh 100 tin nhan cua MobiFone khien khach hang thay mang da quan tam hon d£n doi tuong tre, song chuong trinh khong hop ly Loan phan nan: "Do la cuoi thu nhat khuyen mai, em nhan duoc tin nhan cua nha mang thong bao co chuong trinh khuyen mai nhung ban be em thi chua nhan dugc tin nhan nen khong tin (gio co nhieu tin nhan quang cao rac lam) nen chung em chua the nhan cho nhieu ddu vi so mat nhieu tien Den thu 2, ban be cua em moi nhan duoc tin nhan nhung ban hoc tap va nhung viec khac nua nen dung la toi thu cua chuong trinh, chung em moi co the nhan nhieu cho May ma cung gan het Trong nhom ban co ban em keu troi vi phai nhan toi 20 tin nhan» Nha mang cung la tac nhan cua tin nhan rac? Dung la cac nha mang thuong la nhung «ve sy» bao ve cho nguoi tieu dung, dac biet la viec xu ly va ngan chan tin nhan rac Nhung viec nay, vo hinh trung ho lai tro mot tac nhan khuyen khich khach hang cua ho gui va nhan loai tin Khach hang ten Duong Hai Vu, 093918 , da bay to su buc xuc ve chuong trinh va cho rang, Dai tiec tin nhan khong nhu thien chi ma MobiFone mong muon danh cho khach hang boi khach hang tham chi khong nhan duoc tin nhan thong bao cua chuong trinh khuyen mai «Vao luc 19h48’, toi kiem tra tai khoan va thay toi co "100 tin nhan SMS mien phi den het 28/2/09" Toi lien goi toi so 18001090 hoi thi duoc tra loi ly tang 100 tin nhan la MobiFone doat giai gi do, va qua tang bat dau tu Oh 26 den 23h59’ 28/2/09 Toi cho rang, MobiFone map mo vi toi khong he duoc thong bao la duoc tang 100 tin nhan, toi la nguoi khong muon dung tin nhan, chang nhe toi phai tu bien minh "rac" de su dung het qua tang cua MobiFone» Do cung la ly ma chi khach hang LE PHAN HIEN LUAN VAN THAC SY 92 da phai goi dien den tong dai cua MobiFone de xin co cach nao chan nhung tin nhan ma chi cho la rac «giong nhu chan cuoc goi den» nhung vi khong duoc dap ung nen chi da thay thuc su khong muon nhan bat ki tin nhan nao nua Bien thoai vien so 2293 khuyen chi nen su dung chuc nang nao tren may hoac Liveinfo Uen SIM nhung may cua chi khong co chuc nang «SIM toi dung da may nam dau co Liveinfo» Quan trQng la cach cho Noi ve "dai tiec" noi tren, ong Binh Vi?t Hung- Truong Phong Gia cuoc va Tiep thi cho biet: Bay la chuong trinh khuyen mai tin nhan mien phi dau tien chung toi trien khai nam 2009 nhan mot su kien dac biet Thay vi chi gui tin nhan cam on khach hang da ung ho MobiFone, chung toi nghi la can co mot mon qua cu the nao Va 100 SMS noi mang da duoc lua chon Tuy nhien, theo y kien cua nhieu khach hang va mot so chuyen gia lang vien thong thi cam on cung la mot nghe thuat, cung can phai can nhac ky, khong the lam voi, dai khai hay qua loa Ong Hung cho biet MobiFone danh gia cao va uan cac gop y cua khach hang ve viec keo dai thoi gian su dung tin nhan, mo rong tin nhan sang ngoai mang "Trong kha nang cho phep, chung toi se nghien cuu nhung gop y va hi vong se co nhung chuong trinh khuyen mai moi cho khach hang thoi gian toi" Bich Thuy “Nguon: http://vietnamnet.vn/bvkh/2009/03/835746/” LE PHAN HIEN LUAN VAN THAC SY • 93 • PHV LVC PHIEU DIEU TRA Xin chao cac ban, Toi la Le Phan Hien Hoc vien Vi$n Dao tao sau dai hQC - Truong Dai hoc Kinh te quoc dan A A e Hien toi dang thuc hien de tai bao ve luan van thac sy Trong de tai cua toi co nhung van de can nghien cuu, khao sat thi truong thuc te Do do, toi da lap phieu dieu tra de co nhung so lieu khach quan phuc vu cho viec phan tich du lieu luan van bao ve Toi hy vong cac ban se ung ho va chia se thong tin de toi hoan tot hon de tai cua minh Toi xin chan cam on! Mdi ban tich X vao cau trd loi ma ban lua chon Ban co dung di dQng khong? Hien tai ban dang sir dung mang Mobiphone □ Khong □ Co Vinaphone Viettel Sphone Mang khac dien thoai nao? LEPHANHIEN LUAN VAN THAC SY Ban su dung hinh 94 Tra sau thuc nao? Tra Tra cudc Uu tien Loai trudc theo nhan tin khac Mua Tang Tang Tang Tang Cau dien sim phut them SMS tra ldi goi gia tri mien khac gia re mien the nap phi kem theo phi thoai vdi miln phi sim p Ban cam thay thich thu vdi hinh thuc khuyen mai nao cua mang di dong dang dung? Ban cam thay khong thich thu vdi hinh thuc khuyen mai nao cua mang di dong dang dung? Chuong trinh khuyen mai nao lam ban khong hai long co sai sot qua trinh thuc hien? LE PHAN HIEN LUAN VAN THAC SY 95 Khi co mQt chirung Thay sim trinh khuyen mai hap mdi di dan, ban se: dung Khi co mQt chiro’ng Rat thich trinh khuyen mai hap thu Cd gang Chang them sim the tan dung lam gi Mua mdi dung Mua nap het cac song khuyen song mai Thich thu ca Binh Khong Rit thudng thich thu ghet dan, ban cam thay: Ban co the ke nhtrng true trac ban gap phai cd chiroug trinh khuyen mai nao cua mang di dong ban dang dung khong? Mot lan nua xin chan cam om su cong tac cua cac ban! LE PHAN HIEN