Giáo trình Marketing du lịch: Phần 2 - NXB Tổng Hợp TP.HCM

MUC PHAN II MARKETING MI Chircng M A R K E T I N G MIX TRON T I E U CHLTONG Binh luan marketing mix 4Ps truyen thon Hieu biet cac phan marketing mix t Ban luan cac van de chi phi va doanh so t Hieu biet marketing mix boi canh h Binh luan cac phan ciia marketing nguoi, quy trinh va minh chung vat chat Ban luan ve cac quan niem marketing mi NOI D U N G • • • CHirOfNG Marketing mix truyen thong Marketing mix ma rong cho dich vu: minh chung vat chat Cac quan niem khac ve marketing mix du CHUONG MARKETING MIX TRONG DU LICH Chucrng gioi thieu bon bien ca ban- dirge biet den nhu la bon P- ma nhung nha marketing phai thirc hien lien tiic cac quyet dinh no lire ciia hg de quan ly nhu cau tieu dung Dugc ggi chung la phirc hgp marketing (tir day ggi la marketing mix), bon yeu to cot loi phan anh va the hien thirc te cac quyet dinh cua nha san xuat lien quan den san xuat hang hoa va dich vu de ban boi canh cua moi trirong kinh doanh va muc tieu chien luge dai han Chirong la c6 hai phan Phan dau giai thich y nghTa cua moi yeu to cot loi marketing mix, chung da dirge khai quat hoa Ian dau tien nhijng nam 1960 cho viec marketing san pham (hang hoa vat chat) M o t so v i du dien hinh cua quyet dinh marketing du lich dugc cung cap hinh 6.1, no dugc giai thich lam de cac quyet dinh marketing mix phu hgp v a i he thong marketing cua cac to chirc du lich va l u hanh, dugc mo ta khai quat hinh 6.2 Phan thu hai giai thich lam the nao ma bon yeu to ban dau da dugc ma rgng hai thap ky qua de bao gom ngirai, quy trinh va minh chimg vat chat hoac thiet ke Trong marketing dich vu noi chung, da c6 xem xet ma rgng ve y nghia cua 'san pham' va lam the nao khai niem nen dugc phat trien de phan anh boi canh, hien dai, hau cong nghiep cua nganh cong nghiep dich vu Viec xem xet marketing mix la trung tam cua sir hieu biet marketing du lich hien dai va cac yeu to quan dugc thao luan chuong sau dugc phat trien va dirge de cap den suot cuon sach Phan tiep theo, c6 the ke den viec giai thieu mot so quan niem ma rgng marketing du Ijch khac, chua dugc de cap den a phan tren I PHlTC HOP M A R K E T I N G T R U Y E N THONG Dinh nghia marketing mix Marketing mix c6 the dugc djnh nghia la "phirc hgp cua cac yeu to marketing c6 the dieu khien dugc ma cong ty sir dung de thirc thi ban hang thi trirong miic tieu" (Kotler, 1984: 68) Khai niem ngu y mot tap hgp cac bien tirang tir nhu don bay hoac kiem soat c6 the dugc dieu hanh boi nha marketing de dat dugc mot P H A N II P H U C H O may tu dong, c6 bon dieu khien chi hoac may gia toe de kiem soat toe dong ca toe hoac diing lai, mot can so de phu hop v toe ducmg yeu eau, hoac de lui, va mot ba Nhir mpi lai xe deu biet, sir chuyen dong cu dugc dong bo de dap ung v a i dieu kien diron nhung hanh dong cua yeu to khac Hieu qua ti lien tuc bon kiem soat ca ban Cac nha marketing cung 'lai" san pha diem den da dugc lira chpn Bon bo dieu khien formulation), la mot phuang tien thich ung cho cua cac khach hang muc tieu, gid ca (price), huong dugc sir dung nhu van tiet luu de tang lugng ban hang theo dieu kien thi truong; dugc sir dimg de tang so lugng nhung nguofi t nguai dugc nhan thuc ve san pham va thuan Ig dia diem (place), cai quyet dinh so lugng k nhiing nguai c6 the tim thay dia diem thuan I dugc thong tin va chuyen doi y dinh mua cii Bon bg kiem soat dugc dieu khien kheo leo t truong hien hanh mot each lien tuc, dac biet dong cua doi thu canh tranh Cac dia diem nhung san pham dang dugc 'dinh huong' boi b thiet lap boi cac quyet dinh chien luge boi c dieu hg mong muon tuong lai Khai niem trung tam nang dong cua vi bg hoa mot each lien tuc bon bg kiem soat ch truong thay doi mot each deu dan la diem qua cac quyet dinh marketing mix Lien tuc la quyet dinh hang gio, dac biet la gia ca, n C H i r O N G M A R K E T I N G M I X T R O N G D U L I C H lirgc va chien thuat marketing Can luu y rang bon yeu to bat dau bang chtj cai 'P', vi the ma c6 ten bon chu P ban dau dugc sur dung de mo ta marketing mix vao nam 1960 bofi McCarthy (1981: 42) Nhan thuc tir nhQ-ng nguyen tac goc cua McCarthy theo dinh huong san xuat, Kotler trinh bay lai 4C 4P de phan anh dinh Huong nguoi tieu dung, la trung tam cua tu marketing nhung dich vu hien dai thai dai tinh canh tranh cang cao.(Kotler va Armstrong, 1999: 111): - San pham c6 nghla la gid tri khdch hang (nhung Igi ich c6 the cam nhan dugc da cung cap de dap ung nhu cau va mong muon cua khach hang, chat lugng dich vu nhan dugc va gia tri tra bang tien da chuyen giao dugc danh gia so v6i canh tranh) Gia CO nghia la chi phi (gia la mot quyet dinh phia cung, chi phi la sir tuong duong vai tap trung nguoi tieu dimg (consumer-focus), va cOng dugc danh gia so vai canh tranh) - Khuyen mai c6 nghia la truyen thong (gom tat ca cac hinh thuc nhu doi thoai nha san xuat/ khach hang bao gom ca thong tin va marketing quan he tuong tac hai chieu, khong chi la thuyet phuc ban hang) Dia diem c6 nghia la sir tien lai (ve mat nguoi tieu dung tiep can voi cac san pham hg mua) a San pham - gid tri khdch hang (customer value) San pham bao gom cac hinh dang hoac hinh thuc cua nhung gi dugc cung cap cho khach hang tiem nang, noi each khac, cac dac tinh cua san pham dugc thiet ke boi cac quyet dinh quan tri chien luge nham dap ung vofi kien thuc ciia nha marketing ve nhflng mong muon, nhu cau va Igi ich tim kiem cua nguoi tieu dung Doi vai du lich, cac phan san pham bao gom: - Thiet ke ca ban cua tat ca cac phan dugc dat chung nham cung cap cho khach hang, vi du mot goi nghi ngan mot nhom khach san cung cap - Phong each va moi truong cua goi dich vu Doi voi cac san pham dich vu giao dich vai khach hang tren ca sa cua minh, noi ma cac san pham dugc phan phoi, day la mot chuc nang chu yeu ciia cac quyet djnh thiet ke tao moi P H A N II P H U C H chat (physical evedence)") dirge d hinh anh ciia san pham va gia ca - Cac phan tu dich vu, bao gom nhiJn va be ngoai ciia tat ca cac nhan quy trinh "chuyen giao' cac san pha - dac biet la nhan vien le tan - Xay dung thuong hieu tap trung c xac djnh san pham cii the vai m ten hinh anh va ky vong nhat dugc chmen giao Trong thuc te marketing hien nay, sa hanh dugc thiet ke va lien tuc dieu chinh de p mong dgi ciia nguai tieu dung muc tieu va kh hg Hau het cac to chuc c6 san xuat va dua mot ma mot so san pham de phu hgp v o i yeu phan khuc V i du cong ty l u hanh cung cap tai lieu quang cao ciia hg va cac khach hang chuc san pham rieng biet khac nhau, tir h doanh de boat dgng le va cac goi nghi ngan b Gid - chi phi cho ngirifi tieu diing Gia bieu thi cac dieu khoan giao djch t hay thoa thuan ve mot san pham giira mot n dugc doanh so ban dugc xac dinh truac va khach hang tiem nang c6 gang toi da hoa nhan dong tien nhung lira chgn hg lam cho gi Hau nhu khong thay doi nganh du gia cong bo/ thuong xuyen cho mot san pham giam gia hoac khuyen mai Gia khuyen mai da phan khuc thi tmong cu the hoac can thiet pha de truy cap nhung anh huong cua mua vu hoa CHU'ONG M A R K E T I N G M I X T R O N G D U L I C H cac uu dai de mua hang,' hoac true tiep t u nha san xuat hoac thong qua mot kenh phan phoi Mot each nhin rong hon ve truyen thong ciia nha san xuat cung bao gom thong tin ho trg 'quan he' dugc cung cap de tang cuong nhan thuc va xay dung mot thai tich cue vai cac san pham giiip khach hang, dac biet la khach hang mua lai, dua quyet djnh mua cua ho Hang loat cac ky thuat truyen thong cang dang phat trien rong hon va nhung thuat ngu nhu "phuc hop truyen thong (communication m i x ) ' hay 'phuc hop xuc tien (promotional mix)" thuong dugc su dung thuc te Dieu quan trgng la nguofi dgc danh gia cao moi quan he giua idiuyen mai va ba Ps khac ma no dugc gan ket qua trinh marketing Tuy nhien, dieu quan trgng va c6 the nhin thay la, khuyen mai truyen thong van chi la mot nhung don bay dugc su dung de quan ly nhu cau N o khong the c6 hieu qua day du trir no dugc phoi hgp v a i ba don bay d Dia diem, phan phoi, tiep can - hoac tien lai Doi v o i muc tieu marketing, dia diem khong chi c6 nghia la nai thu hut du khach hang hay mot trang thiet bi nao Dia diem nghTa la khu vuc ban hang, nai cung cap den khach hang tiem nang nhirng san pham djch vu du lich V i du: dja diem cua Disney World a M y khong chi c6 Orlando, Florida, ma la toan bg cac dai ly dich vu du lich va moi giai du lich a vung Tay Bac nuac M y va mang luai toan cau nai nguai ta ban cac san pham dich vu cua Disney World (dugc trich hoa hong tir Disney) N h u la ket qua cua cac quyet dinh marketing nhQng nguai tham quan tiem nang tai Florida c6 the biet thong tin khuyen mai tir bat cu nai nao tren the giai, va mua cac san pham c6 the bao gom ve vao Disney World tai dai ly cua Disney Cac dai ly du lich la mot each ma a viec tiep can 'dia diem' hoac tinh thuan tien dugc sang tao cho khach hang ciia Disney, hoac cho hau het cac san pham du lich va 10 hanh kliac Su thuan tien cua dia diem c6 the bao gom gui mail true tiep tai nha cua nguai mua tiem nang, sir dung dien thoai mien phi va de dang de dat ve qua cac he thong v i tinh hoa Tir sau nhUng nam 1990 tai hau het cac hang kinh doanh du lich va l u hanh, internet dugc ung dung toan cau giup cho viec cung irng san pham dich vu cang tra nen thuan tien han bao gia het, mang nhimg san pham du P H A N II PHU'C H nhiJng minh hoa tir khach san, hang hang khon a bang 6.1 Marketing mix: cac can nhac chi phi va Dieu quan la hieu rang tat ca cac mix dai dien cho chi phi cho to chuc, va c6 dinh gia va doanh so ban hang Them vao do, 6.1 so 4P deu doi hoi chi phi dang ke the tao doanh so mong dgi San pham Cac dac diem thiet ke/ dong goi Thanh phan dich vu Thuong hieu Khach san Dia diem/ Quy mo toan nha/ Khu dat/ Kich ca phong/ Trang bi noi that/ Do trang tri/ Ngoai canh/ Anh sang/ Thuc an So lugng nhan vien/ dong phuc/ thai do/ dap ung khach hang V i du: Holday Inn, Marriot, Meridien Hang khon Cac tuyen ba Tinh thuong xuyen Loai/ kich ca may bay Kich thuac c ngoi/ khong gian Do trang tri/ bija an/ phon each So lugng nha vien/ dong phuc/ thai dap ung khac hang V i du: American Airlines, British C H U O N G M A R K E T I N G M I X T R O N G D U L I C H Gia • G i a cao • Gia thong • G i a h o p nhat thuang hay gia chuan • Gia khuyen m a i (cho m o i san pham dugc chao • G i a u u dai dac biet • Chiet khau cho n g u a i dieu hanh tour • G i a hang nhat/ G i a doanh nhan/ G i a cho khach du lich (Gia dugc chap nhan) • • G i a tre em APEX/Gia m u a so lugng Ion • G i a cho n g u a i Ion/ cong dan CO t i c h • Gia theo n h o m • Gia cho khach hang than thiet • G i a re • Gia hop dong ban) • Gia thong nhat C h i e u thi (don le v a cong tac) • Quang cao ( T V , radio, bao c h i trang w e b ) • Khuyen m a i ban hang • Quan he cong chung Cac v i du k h o n g dugfc cung cap a day v i n o i c h u n g day la n h u n g loai h i n h t u phuc v u , v a khac biet nhieu qua cac to chuc • San xuat va phan phoi brochure • Xuc tien ban hang Phan phoi Cac kenh phan p h o i • Cac he thong dat cho bang may t i n h • Cac he t h o n g dat cho bang may t i n h • N h u n g vien bao tang khac • Cac v a n P H A N II; P H U C H he thong dat • Cac nhom • cho trirac khach san • cac nha ban khac le, cac • Internet • website • Cac dai ly du lich • Cac nha dieu • hanh tour • Cac hang hang khong • • DuOTg day dien thoai mien phi Bang 6.1: V i du ve marketing Internet Cac dai ly lich Cac quay tiep tan a s bay Cac hang hang khong khac Duong day dien thoai mien phi mix Nguon: Middleton, 2003 Thay doi san pham, quang cao, to chiic giai thieu san pham va to chuc - cung cap ca ca doi hoi nguon tai chinh ky vong ve d tieu Dau tu vao nguoi quy trinh va cac cijng la nhflng khoan dau tu trudc c6 doa quyet dinh dinh gia khong tieu ton bat cu di chung ro rang xac dinh muc doanh thu dat du gia nao cung doi hoi mot muc khong ban dug 16 doanh thu du tinh De minh hoa dieu quan nay, ne tour du lich quyet dinh phat trien chuoi san ph tang them cac diem dei mai, can c6 chi phi t i m hieu cac chgn san c6 va cac nghia v dugc toan nhieu thang truoc cac CHLTONG M A R K E T I N G M I X T R O N G D U L j C H Marketing mix boi canh ciia he thong marketing Hinh 6.1 dien ta he thong marketing cho bat ky mot t6 chu'c nao vong tron Hinh 6.1 dugc thiet ke de chung minh lam the nao de quyet dinh marketing mix, chien luge, va chien thuat phoi hgp xung quanh vong tron trung tam la phan khuc khach hang muc tieu C a c nhan to ben ngoai tronq moi tripana kinh doanh ;6ng n g h e m&'il d a n g phat t r i e Cac quylt djnh thj tru'O'ng, d o n g ccy ngwof] tieu dung Hinh 6.1: Marketing mix boi canh he thong marketing tong the Ngudn: Stanton, 1981 Stt.010.Mssv.BKD002ac.email.ninhddtt@edu.gmail.com.vn P H A N II P H U C H Viec phan tich cac ca sa du lieu cung nghien cuu va cai tien marketing, no cung l thieu luong cac ket qua marketing Lie khach hang ciia cac to chuc vai websites ciia h lieu quoc gia va quoc te, nhu cac ca sa du lie thoai, se ma nhirng duong mod marketing vai chi phi hieu qua han th^ & ctg, marketing dua tren ca sa dij lieu la ' tren khach hang' va sue manh cua no dua tre quan ly dung lugng may tinh va kT thuat vien t G6i thuc hien phdn hoi (Response fulf quang cao truyen thong bao gom phong bi, t thieu, qua tang va cac tai lieu in an khac dua lai nhiing thac mac phat sinh bai nhung ph phan hoi true tiep Tren websites va thuang m thong thuang la nhung hinh ve, thong tin c xuong cho viec tham khao sau nhung nhung tai lieu in an Marketing quan he khach hang ( marketing- CRM): phuang phap dugc bie quan he khach hang, thuat ngii dugc su nam 1990 de chi su lien lac thuang xuyen nhung kliach hang trung Viec su dung lac bg la rat thuang xuyen nganh du lich dang dac biet cua kenh xiic tien va phan ph quan he nham nhan djnh nhung each khach nghiep viec mua, su dung san pham, cai su hai long ma viec mua san pham mang lai II M A R K E T I N G TRU^C T I E P Tai lieu Luan van Luan an Do an Tai lieu Luan van Luan an Do an CHl/ONG 12 MARKETING TRUC TIEP TRONG DU LICH va liJ hanh, tu khach san, van tai, giai tri hay to chiic tour Hinh dang tarn giac cho thay chon lira ca ban: - Phan ling true tiep chieu giua nha san xuat va khach hang tiem nang - Phan ung gian tiep, vai kenh phan phoi la ben thu Truyen thong Nha ban le/ khach hang Hinh 12.1: Quan he tam giac giua nha san xuat, nha phan phoi va khach hang san pham du lich va lir hanh Stt.010.Mssv.BKD002ac.email.ninhddtt@edu.gmail.com.vn Nguon: Middleton, 2003 Trong hinh tam giac c6 ba loai giao dich: Stt.010.Mssv.BKD002ac.email.ninhddtt@edu.gmail.com.vn PHAN II PHUC H Tren canh ngoai ben phai cua h i n h tarn san xuat la tong the cac p h u o n g thuc tie khach hang hien c6 va tiem nang, bao g phucmg tien t h o n g t i n dai chung, PR, k h t h o n g qua t h u t u , dien thoai K e t i j giira bao g o m m a n g internet thong qua may t d i d o n g va T V k y thuat so t u o n g tac chon m a r k e t i n g true tiep den khach cho se d i ve canh ben phai cu t h u o n g m a i dien t u , email, trung tam t u dugc dieu hanh thong qua he t h o n g d nhan cung d i theo 16 t r i n h T i e n t t h o n g t i n doi dao cho cac doanh nghie hang va viec nghien c u u m a r k e t i n g C o su d u n g de nhan dien phan h o i t u cac k nhau, n h u la viec dat cho t h o n g qua phucmg tien khac ciing n h u pha k h u y e n m a i cu the T h o n g t i n bao g o m t p h a m cua he thong dang k i hien dai v thap m o t k h i he thong d u lieu dugc tao t i c h l u o n g d u lieu t r o n g he t h o n g thong t T r e n canh ngoai ben trai cua tam giac xuat, la phuc hgp truyen t h o n g nh4m v bao g o m p h u o n g thuc lien lac true c h i nha phan p h o i m a i c6 the truy nha m u a hang t u nha phan p h o i , cac giao canh t r o n g ben trai cua tam giac t a i he v a i ve/xac nhan Canh day cua tam giac the hien l u o n g n g u o i tieu dung va kenh phan p h o i m a k Tai lieu Luan van Luan an Do an Tai lieu Luan van Luan an Do an CHUONG 12 M A R K E T I N G T R U C TIEP T R O N G D U L I C H hang cuoi cung- hay nguon thong tin nghien curu thi truong ma ho dem lai Ngoai trir nhfmg cong ty nho, dii true tiep hay gian tiep thi nguon thu va viec dat cho truoc cung dugc quan ly bSng he thSng dat cho Chung dugc lien ket true tiep vai cac tong dai (call center), nh&ng tong dai lai lien ket vai nhieu websites Nhung he thong dugc lap de x u ly viec cung cap cac chgn lira neu lira ehgn au tien cua khach hang khong dugc dap ung, cung nhu viec xac 'nhan, ban ve va lam hoa don L u a chon chien luoc va van dung Khai niem tarn giac luong thong tin kliien nguoi ta de hieu tarn quan cua cau hoi chien luge dugc dat a dau chuang nha san xuat c6 nen phan phoi va quang cao san pham true tiep tai nguai tieu dung hay de ben thu ba lam viec nay? Thuang thi khong CO cau tra lai don gian cho van de nay, va cau tra lai ciang thay 5i theo thai gian, theo san pham khae cung danh muc ' von dau tu cua cong ty V i vay, mot khach san se thu dugc Igi ich , giai thieu hinh thirc du Ijch kinh doanh ngi dia true tiep tai cac I cong ty, nhung dung dai ly ban le de tiep thi hinh thuc du lich kinh ^doanh quoc te va goi du lich cuoi tuan bat ky thai diem nao, cong ty (principal) ciing phai danh iia nguon thu bien te va chi phi bien te Sir danh gia dua tren nhung ^truong hgp va chi phi anh huang bai cac giai han ben va ben ngoai, dac biet la sir phat trien ICT Quyet dinh mang ti'nh chat tai chinh, phan anh sir that rang viec sir dung nha ban le ton it nhat 10% doanh thu phat sinh Hoa hong c6 the len den 15%, them vao la cac chi phi trang bj cho nha ban le vai sach giai thieu, lien ket true tuyen, quang ba, va ke ca thue ca mot dpi ngu nhan vien kinh doanh de tri sir hieu biet ve san pham va each thuc trung bay Mat khae, hoa hong la mot bien phi se khong dugc chi tra cho den ban dugc hang, va vong quay tien mat cua cong ty khong bi anh huang bai doanh so CJ hau het cac nuac, hoa hong cho dai ly du lich da giam dang ke tir 1995 theo sau lenh cat giam chi phi cua cac Stt.010.Mssv.BKD002ac.email.ninhddtt@edu.gmail.com.vn hang hang khong tren toan cau a Phu'ffng thuc truyen thong - t&i 1990 Stt.010.Mssv.BKD002ac.email.ninhddtt@edu.gmail.com.vn PHAN II PHUC H Theo m o t nha nghien c u u m a r k e t i n g tr l i e h A n h nam 1980, hau het eae doanh nghiep c o n g viee k i n h doanh t h o n g qua p h u g n g thu khaeh hang B a n hang true tiep la t i e u ehua cong t y v i du n h u hang tau va dai l y ban 1980) T i e u chuan ciing k h o n g thay doi nghiep nho So l u o n g dai ly du lieh ban le gia y e u t r o n g nhiJng nam 1960 1970 v a 1980 mot m a n g l u o i quoc gia g o m 7.000 dai ly t h u o n g t u o n g t u cijng dien a M y , chu ye t r o n g nuac, cac hang hang k h o n g n o i dia v a v a i h a n 33.000 dai ly ban le V i vay, a hai q dai l y bao p h u khap cac t h i de khach hang A u c u n g k h o n g la ngoai le mac d u dai l y du li a Anh N e u cac cong ty du Ian de dam bao brochure, va c6 k h a nang tao dieu k i e n cho n tuyen m o t each hieu qua vao he t h o n g da k h o n g , khach san va n h u n g nha to chue tour u n g v a su d u n g m a n g l u a i phan p h o i r p n g Io O A n h , cac to chue m a r k e t i n g true tiep t r u H a v e n , v a Hoseasons Holidays t r o n g nhirng no luc su d u n g he t h o n g dai ly, ket qua la M o t so doanh nghiep khae ciing thue hien the la cac tap doan khach san t i m k i e m each phan c u o i tuan M o t Ian nua, ta thay day la each p qua ve mat chi p h i truae m a n g l u a i nha ban va b o i canh k i n h te hien tai T r o n g n h i l n g nam 1980 va dau 1990, Tai lieu Luan van Luan an Do an Tai lieu Luan van Luan an Do an C H U O N G 12 M A R K E T I N G T R U C T I E P T R O N G D U L I C H Anh, sir can bang Igi ich viec tao doanh so c6 dugc la nha vao he thong ban le cua mang luai phan phoi b Phuong phdp mm cho the ki XXI Mot vai nha to chuc tour d A n h nhu Portland, SAGA tri tap trung vao marketing true tiep Nhung tan binh mai nhu Center Pares voi cac san pham hap dan ciang nhan thay marketing true tiep hieu qua hom hinh thuc ban le M o t dieu thii v i la su phat trien ve cong nghe thong tin thap nien 1980, 1990 timg cho phep cac nha ban le tang hieu qua quan ly de thu ve doanh so cao, va bay gio la ho trg cac nha marketing true tiep cai thien hieu qua va giam chi phi Cuoi nhung nam 1990, nhieu webshes du lich dugc lap, tuong lai cua nganh du lich phu thupc nhieu hon vao marketing true tiep no luc canh tranh khong ngirng de dat doanh so nhieu nhat voi chi phi thap nhat Cimg vai kha nang cho phep khach hang truy cap 24/24, nhiing ca hoi kinh doanh true tiep tao bai internet la v6 cung quan de tao can bang Igi the canh tranh K h i nhin lai ta thay bang viec sii dung ky thuat marketing true tiep hien dai, nhieu doanh nghiep nganh du lich nhieu nam da nhan dugc so luong dat cho rat Ian vai chi phi dan v i giam dang ke so vai su dung kenh trung gian Trong internet va thuang mai dien t u mang lai cho cac doanh nghiep nhung ca hoi moi de tang doanh so v a i chi phi dan v i thap hom Nhung de lam dugc dieu mot cong ty can dau t u nhieu vao quang ba true tiep va v i tinh hoa doanh so dat dugc (bang 12.1) Tuy nhien, tien bo khong phai liic nao cung cong Tat nhien, the ky mai nay, internet khong phai la kenh phan phoi nhat, c6 hang loat cac canh cong khac dugc thiet ke nhSm giup nguai tieu dung tiep can san pham mot each thuan tien va de dang S6 c6 mot cuoc chien marketing tranh gianh thi phan giua cac c6 may tim kiem va cac to chuc trung gian cung cap cac websites c6 uy tin, de giup nguofi tieu dung an tam vao thuang mai dien tu M o t cuge chien gay gat khac at cung se xay bai y i nhiSu nha uy thac tham gia thuang mai dien tu, va gianh thi phan phan phoi vai cac nha tien phong c6 ten mien ".com", nhieu nguai so dan mat diStt.010.Mssv.BKD002ac.email.ninhddtt@edu.gmail.com.vn uu the ban dau va co the bi xoa so Nhung dai gia nam 1999 bao gom BargainHolidays, Expedia, E-Bay, Preview Travel, Priceline, Travelocity va Travelselect Hg la Stt.010.Mssv.BKD002ac.email.ninhddtt@edu.gmail.com.vn P H A N II P H U C cac website dong vai tro nhir la ben thu ba v (a muc gia thap hoii nhieu so vai nha ban l nganh Tuy nhien, giua nam 2000 nhi tap doan khach san tir minh dau tu phat trie minh de cung cap cac dich vu trirc tiep den ta Van de chinh tri va quyen luc kenh ph Truac c6 internet, neu chi phi ba true tiep khong tao doanh so theo yeu ca tien de thu dugc doanh so quyet djnh Trong marketing true tiep moi Ian ban dugc hang t khong hieu qua ve mat chi phi de lam phat si tao sir khac biet giiia lai va 16 hau h nhirng nam kinh doanh kho khan thuang xay chi phi marketing cao han nira Trong nh sy that khien uy quyen thuoc ve.tay ca nen kinh te thay doi sau sac, Igi nhuan dat dau gia va phuang thuc tao doanh so quyet d inetrnet Internet, vai sy ket hgp cua cac we trung gian thong tin (infomediaries) '.com lich, da cung cap each thirc hieu qua nhat quyet dinh tao dieu kien ly tuang cho cai goi la "gia can bang thi triroiig- market cle trang cung bang cau) Mac du nguai ta hi vg hien vai tro quyet dinh mot each hieu phoi truyen thong, nhirng quy mo thuang m ky mai van nho be va can dugc the thirang mai dien tu cung khac biet giira cac C O ten tuoi va nhGng khach san - noi nguai Tai lieu Luan van Luan an Do an Tai lieu Luan van Luan an Do an CHU'ONG 12 M A R K E T I N G T R U C T I E P T R O N G D U L j C H Van de doi dugc nhac den vai cai ten 'chinh tri kenh\u to bao du lich da khong ngot de cap den nhiing no luc cua nguai uy thac truac nha phan phoi, chuoi hanh dong cat giam hoa hong la mot vi du dien hinh Nhieu nha to chuc cac chuyen du lich hanh huong se vui ve sii dung dai ly du lich thang tu, thang nam va thang sau nhung doi vai mua cao diem thi marketing true tiep lai la sir lira chon de dang va c6 lai hom Nhung no lai khong thuc te vi phan Ion cac nha ban le se tir choi lam viec vao mua thap diem trir ho c6 mot chan mua cao diem- thai gian de ban hang, dong thai thu ve nhieu doanh thu va Igi nhuan hon nha gia cao ban Bai vi dai ly du lich khong muon mao hiem mua chinh san pham ma ho ban, nhung cung it kha nang ho se chi phoi cac nha san xuat san pham du Hch theo each ma cac sieu thi da lam vai nhiJng nha san xuat hang nhu yeu pham Toe cat giam hoa hong dai ly cua cac hang hang khong tir nam 1995 la mot minh hoa song manh me cho sue manh kenh phan phoi Ly sir thang thirng ciia easy Jet dugc dua a dau chuong se lam cac dai ly du lich phan no, nhimg la khang dinh sue tich ve chinh tri thuc doi vai cac hang hang khong gia re Doi vai nhung doanh nghiep nho, thong thuong khong c6 su lira chon nao khac ngoai marketing true tiep, v i nguon doanh thu it di hg kiem dugc khong du de hap dan va chi tra dai ly du Ijch Chi mot so cong ty c6 ket noi trirc tuyen vai nha ban le He thong phan hoi qua dien thoai cham chap va khong hieu qua, sach giai thieu thi t6n qua nhieu khong gian trung bay quy bau Nhiing doanh nghiep nho hon tap hgp lai vai cac cgng tac vien vai mot he thong lien doanh nhat lai la mot van de khac, va su lien ket CO the mang lai hieu qua viec hap dan he thong ban le Tiiy nhien, cuoi nhiing nam 1990, inetmet da lam thay doi cac tiep can cua cac cong ty nho nhung sang tao va ma nhiing CO hoi cho cho su viron tai quoc gia, quoc te va toan cau Vai chi phi thap, nhiing doanh nghiep nho nhat c6 the tao lap websites de tiep can true tiep khach hang a mgi nai tren the giai Nhieu doanh Stt.010.Mssv.BKD002ac.email.ninhddtt@edu.gmail.com.vn nghiep nho da gat hai nhieu ket qua dang kinh ngac Mot so thu ve din 1/3 doanh so hoac han thuc hien theo each Inetmet mang lai nhieu ca hoi cho marketing true tiep vai chi phi re, toe Stt.010.Mssv.BKD002ac.email.ninhddtt@edu.gmail.com.vn P H A N II P H U C H cao va tinh linh boat, dieu ma tuong nhu kh thap ky truac Cac website dang dan giai nho tien phong khoi cac bat cap he t thong tao bai qui mo va dja diem PhuoTig phap marketing tryc tiep Bang 12.1 cho thay mot loat cac ph phan hoi true tiep danh cho nha san xuat nh kliach hang tiem nang Bat k-y chien djch m cung ket hop cac phuoiig phap chu kho cai Khi noi ve thu tir trvrc tiep ma cac co du nhu American Express, da tao cac dan thu ba Cac danh sach c6 the truy cap du 1.000 ten Mac dia nguai ta khong ban cac t nghiep nhung chung c6 the dugc in va ph cac doi tac Mot vi du niia la mot tap doan mot nha san xuat thiet bi bao quan, to quan se thu hut cung mot nhom khach hang tiem quan ly buu dien se dugc chia deu Marketing qua dien thoai da phat trien sir ket hgp ciia cong nghe phat trien dii lie thuc lien lac qua dien thoai va su dai center) Nhieu san pham cu the, dac biet tr bao hiem, da dugc phat trien vi muc dich ki khach hang Mot vai so da c6 mat nhieu nira Theo bang 12.1, cac tong dai c6 thac mac va tien phong di kiem khach hang tong dai da dugc lien ket vai cac websit tu, tao ca che phan hoi ket hgp c6 hieu q Tai lieu Luan van Luan an Do an Tai lieu Luan van Luan an Do an C H U O N G 12 M A R K E T I N G T R U C T I E P T R O N G D U L I C H Thu trirc tiep - Den nhiing khach hang tnrac - Den nhiing danh sach mua hang cua nhung dieu tra c6 muc dich - Qua nhung danh sach dugc so huu bai nhiing bua tiec thu ba - Trong su phan hoi de yeu cau/hoan lai nhiing phieu mua hang tu quang cao - Qua viec gui thu chung vai nhimg doi tac thich hop - Den nhiing ho gia dinh muc tieu dugc lua chon bai vi ho c6 nhiing dac diem lien quan den nhung nguai mua hang dugc biet den Gpi dien/tiep thi - Den nhiing danh sach khach hang muc tieu bang dien thoai - Trong viec nhan dugc phan hoi den nhiing yeu cau (qua tong dai) Phan phoi den - Den nhiing gia dinh nam day muc tieu thuoc khu vuc nha a tirng nha - Den nhiing nguai yeu cau a tieu chuan, chang Trien lam c6 han nhu nhiing cuoc trinh dien dua thuyen, lien quan den nhiing cuoc trien lam du Hch va nhiing cuoc du lich cam trai va nha luu dong tren xe Quang cao qua - Vai nhiing phieu mua hang cac phuang tien - Vai nhiing so dien thoai phan hoi, hoac la duang day 0800 truyen thong Trang web va - Duong truyen internet thong qua may vi tinh va tivi CO tac dong qua lai vai van thu dien tu phong va nha cua khach hang Bang 12.1: Nhfrng phirong phap tiep thi true tiep den nhihig khach hang ca nhan Nguon: Middleton, 2003 Chi phi phan phoi tai lieu in an den tan nha c6 the re han gui qua duang buu dien, va kha nang su dung phuang phap vai sir ho trg cua viec phan tich ca so dii lieu c6 the tao cac ky thuat marketing true tilp khac Quang cao tren cac phuang tien thong tin dai chung la lua chonStt.010.Mssv.BKD002ac.email.ninhddtt@edu.gmail.com.vn hang dau TV tuong tac nha dugc phat tri^n a Phap su dung he thong Minitel va a Anh la Teletext, mac dii cac cong ty c6 the ton tai nha vao cac phuang tien thong tin dai Stt.010.Mssv.BKD002ac.email.ninhddtt@edu.gmail.com.vn P H A N II.P H U C H chung khac nhung cac ky thuat da gan day cho thay hon nura so gia dinh du lich se c6 ket noi internet thong qua TV 10 nam tai Do vay, internet dugc du marketing true tiep Ltfi ich va nhuo'c diem ciia marketing t a Tom tat Im ich tiem nang ciia market Nam Igfi ich tiem nang dugc ban luan dat dugc neu khong c6 sy dau tu ban dau d phan mem va len ke hoach marketing Can p hop C O so diJ lieu khach hang cho viec phan k sy cham chut vao hinh tugng ciia san pham quang cao - in an Ngoai ra, cOng can su d dai, va he thong dang ki hieu qua de mang khach hang canh tranh va xu ly nhanh tha nguoi tieu diing Vai nhung dieu kien thi cac Igi i dii doi voi nhirng doanh nghiep nho nhat ch va modem ca nhan: - Kien thuc chi tiet ve khach hang, chi, ma c6 lang gieng (AC hang Dien thoai thuong mai die phieu giam gia da cung cap nhirng cuu thj trucmg dang gia, nhu nha hay cu, nguoi su dung thuofng x nguoi ta biet den san pham Nhu tang ky thuat de xay dyng CRM c6 - Chi phi giao dich thap hon di qua ve mat chi phi cua viec lam Tai lieu Luan van Luan an Do an Tai lieu Luan van Luan an Do an C H U O N G 12 M A R K E T I N G T R U C T I E P T R O N G D U L j C H de lien ket viec dat cho vai cac thu hoi Ket qua cua thuong mai dien tu cung nam nhung phan tich va CO the dugc so sanh true tiep voi hinh thuc lien lac va phan phoi khac - Kha nang luong, tinh hieu qua cua goi nhimg hoat dong thay the de phan hoi lai nguoi hoi nham bien nhung cau hoi doanh thu - Mot bo khung cho nhung cai tien marketing, nha do, marketing thu nghiem voi nhung san pham moi hay dugc nang cap phan khiic moi, phuong thuc truyen thong khac, nhung lua chon khuyen mai thay the hay cac goi phan hoi khac CO the dugc danh gia mot each c6 he thong v o i chi phi re - Kha nang thong qua internet de cung cap cac san pham kem hap dan nham thu doanh so quyet dinh thong qua cac website chuyen nghiep va dau gia so, nham vao khach hang tim kiem cac mon hoi, dac biet la cac san pham c6 thuong hieu luon dugc biet den Nhom nam Igi ich tren cua marketing true tiep la co ban de lam marketing c6 hieu qua ve mat chi phi Chung thuc sir huu ich cho cac doanh nghiep qua nho de quang cao qui mo lom, hay tiep can CO hieu qua ve mat chi phi thong qua kenh phan phoi M o t Ian nua, can nhan manh rang Igi ich bat nguon tir viec su dung cong nghe thong tin ma truoc day van chua bien Pham v i nhung nha su dung tien phong dat dugc Igi the canh tranh la rat Ion Luon nhorSng cac dai gia frong nganh du Ijch, nhu khach san cac cong ty cho thue xe va hang, hang khong se c6 lugng khach thuong xuyen nhieu hon, day la yeu to song cho Ijgi nhuan cua hg, su can bSng Igi the canh tranh phai di doi v o i marketing true tiep Se khong c6 tro ngai gi neu cac tap doan khach san va hang hang khong canh tranh gay g4t hon nhung nam toi de giu khach hang trung bang viec cung cap da dang hinh thuc hoi vien hay ke hoach cau lac bg, qua tang cho nhung khach hang thuong xuyen, hay nhung sap xep dac biet khac Su linh hoat c6Stt.010.Mssv.BKD002ac.email.ninhddtt@edu.gmail.com.vn dugc nho vao cac co che marketing trirc tiep cung rat quan trgng Mang luoi phan phoi can phai co sy to chuc va len ke hoach can than, cong voi su khuyen khich va trang bi lien tuc Stt.010.Mssv.BKD002ac.email.ninhddtt@edu.gmail.com.vn P H A N I I PHirC H O Ngugc lai, quang ba san pham qua website c vai hay vai gio, c6 nhu cau b Nhitng bat Iffi chinh cua marketing tr Nhieu nam qua, mac du marketing true mat chi phi de thu hut khach hang dat cho tru nhat cua no la kha nang kem viec dam ba vao phut cuoi Doi voi nhieu nha to chuc tou mot he thong phan phoi ban le tam quoc gia l the gay chu y va xuc tien cho tron khai hanh cua cac chuang trinh hay lic thai gian nay, doanh so la rat quan va a nhuan Su dung moi lien he true tuyen vai tai cac dai ly c6 the cung cap dich vu dat cho ta va sir linh boat ma marketing true tuyen kh chinh la quyen lire rat Ian cua cac he thong ph nghiep Nhung gia day nha vao internet, dac trung gian thong tin (infomediaries) chuyen ba thi truang ao toan cau 24 gia xuat hien, c6 th qua dien thoai di dgng No tao cac co hoi de gia ca lien tuc cac giai ban thai gian den doanh nhu vay dang tang truang nhanh cho tang truang cac phuong tien truyen thong toe T O M T A T CHlTOTVG Chuang xu ly lira chon marketing quan den phuong phap va chi phi bao gom t biet san pham va dat doanh so doi vai cac qui mo va loai hinh nganh du lich D huang song den vi the canh tranh va hie Tai lieu Luan van Luan an Do an Tai lieu Luan van Luan an Do an CHUONG 12 MARKETING TRl/C TIEP TRONG DU LICH cong ty khac dang ket hop chieu thi true tiep-gian tiep va dang tim kiem su can bang tat ca cac nuac, so lucmg cac cong ty du lich chi ban hang qua dai ly ban le la rat it, va mac dii ho c6 nhieu sue manh nhiing lanh vuc rieng nganh, nhung cung chi la mot truong hop dac biet, va khong tao nen bat ki quy luat nao Su that cho thay marketing true tiep thuc su la mot chuan muc nganh du lich, va su gia tang dang ke so lugng dai ly du Ijch chi la hien tugng tarn thoi nua euoi th8 ki XX, no phan anh mot giai doan eu the nhu cau nguoi tieu dung, va su phat trien cong nghe thong tin va lien lac, hien dang dan dugfc thay the boi nhiing cong nghe tan tien hon chi phoi khach hang va doanh nghiep qua trinh trao doi- tam diem marketing Can can giira marketing true tiep va gian tiep phu thuoc nhieu nhat vao chi phi tren moi giao dich, tiep den la viec thich nghi vai cac CO hoi va moi nguy lien quan den su thay doi nhanh chong cua cong nghe thong tin- yeu to lam thay doi lien tuc chi phi phan phoi va ban hang Thu ba su can hang la mot van de ehinh tri kinh doanh du lich phan anh quyen lire tuong doi ciia cong ty va cac dai ly ban le qua trinh phan phoi Cuoi cung, chuong nhan manh quan diem rang ngoai vai tro quyet dinh doi vai chi phi kinh doanh, marketing true tiep su dung ICT hien dai mang lai them nhieu Igi ich thong tin, bao gom kien thuc ve nguoi tieu ddng ca che marketing quan he, thong tin chi phi truyen thong tinh tren moi Ian dat cho, ca so sang tao, va phuong tien ban hang phut cuoi Nhiing Igi ich d^c biet dang gia cho hang ngan doanh nghiep nho, gia day ho c6 the, Ian dau tien, vuon tai nhvrng khach hang tiem nang nuac va toan cau CAU HOI ON TAP VA THAO LUAN Dac trung cua ban hang du lich va lira chon chien luge chu yeu? Xac dinh cac phuong phap marketing nham dat doanh so Ban hang true tiep hay marketing true tiep? Tam giac marketing cho nha san xuat, nha phan phoi va khach hang Stt.010.Mssv.BKD002ac.email.ninhddtt@edu.gmail.com.vn Tai lieu Luan van Luan an Do an Stt.010.Mssv.BKD002ac.email.ninhddtt@edu.gmail.com.vn