(Luận văn) giải pháp hoàn thiện hoạt động marketing cho mặt hàng gỗ nội thất được làm từ cây cao su tại công ty tnhh trường vinh

B GIÁO D O t to I H C KINH T TP.HCM ng hi ep w n lo ad ju y th yi pl n ua al C n va ll fu NG MARKETING CHO N I TH C LÀM T at nh M T HÀNG G oi m GI I PHÁP HOÀN THI N HO CÂY CAO SU T I NG VINH z z ht vb k jm om C S KINH T l.c gm LU n a Lu n va y te re T 2017 B GIÁO D O t to I H C KINH T TP.HCM ng hi ep w n lo ad ju y th yi pl C n ua al NG MARKETING CHO N I TH C LÀM T ll fu M T HÀNG G n va GI I PHÁP HOÀN THI N HO CÂY CAO SU T I oi m NG VINH nh Chuyên ngành: Qu n tr kinh doanh (H ng ng d ng) at Mã s : 60340102 z z ht vb NG D N KHOA H C n PGS TS H Ti a Lu I om l.c gm C S KINH T k jm LU n va y te re T 2017 t to ng hi hông ep w n lo ad v u trách n ju y th tháng yi pl n ua al n va ll fu oi m at nh z z ht vb k jm om l.c gm n a Lu n va y te re t to ng hi TRANG ep w n lo ad DANH Trang ju y th yi pl THUY T V HO al n ua 1.1 L NG MARKETING n va fu ll m oi nh .9 at z z ht vb 10 jm 10 k 11 gm 11 om l.c .12 12 a Lu 15 n y te re 16 n .15 va 15 18 19 t to 20 ng .20 hi ep 21 1.3.6 Quy trình 22 w n 22 lo ad 23 y th 23 ju 24 yi pl 24 ua al 29 n 30 n va ll fu m oi .32 nh at 32 z z 32 vb 33 ht jm 33 k y 34 gm 35 l.c 2.2 2.2 om 35 36 a Lu 38 n 39 n 39 y .39 te re 2.3 2.3 va 2.2.4 Phân tích nhân t t to ng hi ep w n 2.3 42 2.3 44 2.3 46 2.3 47 2.3 .50 2.3 50 lo ad 2.4 ju y th .52 yi pl al n ua 55 n va .55 ll fu 55 oi m 55 56 at nh z z .56 vb 59 ht jm .61 k 63 gm l.c 67 om 69 70 a Lu .72 n n va 75 THAM y te re TÀI t to .7 ng hi .10 ep 14 w n 21 lo ad 26 ju y th yi pl n ua al n va ll fu oi m at nh z z ht vb k jm om l.c gm n a Lu n va y te re t to ng hi Stt T vi t t t N i dung ep EFA w Exploratory Factor Analysis Phân tích nhân t khám phá n lo ad Statistical Package for the y th SPSS c ju Social Sciences v th ng kê yi pl n ua al n va ll fu oi m at nh z z ht vb k jm om l.c gm n a Lu n va y te re t to ng hi ep STT T vi t t t N i dung w CN n i lo ad GC Giá c y th HH n h u hình PP QT SP TNHH Trách nhi m h u h n XT Xúc ti n ju yi pl Phân ph i n ua al Quy trình va n S n ph m ll fu oi m at nh z z ht vb k jm om l.c gm n a Lu n va y te re t to ng hi B ng Tên b ng Trang ep 2.1 -2015 35 40 w 37 n 2.2 lo 2.3 ad 2.4 - 2015 2.5 y th 2.6 Giá bán m t s m t hàng n i th t c ng Vinh yi 43 pl 44 ua al 2.8 42 ju 2.7 41 45 n - 2015 47 ll 48 oi m 49 at nh 2.12 ng c a công ty t fu 2.11 n 2.10 46 va 2.9 z z ht vb k jm om l.c gm n a Lu n va y te re dành cho s n ph m n i th t t to ng XT4 Cơng ty có ho ng quan h công chúng Nhân viên hi u bi t rõ v s n ph m Nhân viên có k 5 5 5 5 5 t t hi ep I w CN1 n pt t lo CN2 ad Tác phong làm vi c c a nhân viên r t y th CN3 chuyên nghi p ju Nhân viên ch ng s n sàng giúp yi pl CN4 ua al khách hàng có yêu c u n QUY TRÌNH va Quy trình th t n CN2 Quy trình giao hàng nhanh chóng n CN1 ll fu m Quy trình x lý u n i m t cách nhanh oi chóng, th at nh CN3 z n h u hình z ng ph c cc thi t k p, d phân bi t HH3 B ng ch d n khách hàng ng n g n, rõ ràng gm HH4 Cơng ty có h th ng trang thi t b hi HH2 k khang trang om l.c i k jm c thi t ht H th ng c a hàng c vb HH1 n a Lu n va y te re t to A ng ep n w ad Công nhân lo ju y th yi pl n ua al i6 35 3 hi Nam tính n va ll fu oi m at nh z z ht vb k jm om l.c gm n a Lu n va y te re t to ng hi ep GIOITINH Frequency Percent Valid Percent Cumulative Percent 58,9 58,9 58,9 58 41,1 41,1 100,0 141 100,0 100,0 n 83 ad w lo Valid Total ju y th DOTUOI yi pl Frequency 26 ua al Percent Valid Percent 18,4 18,4 18,4 26,2 26,2 44,7 33,3 33,3 78,0 14,9 14,9 92,9 7,1 100,0 37 47 21 10 7,1 141 100,0 n n va Valid Cumulative Percent ll fu 100,0 oi m Total Percent Valid Percent at Frequency nh NGNGHIEP Cumulative Percent z 15 10,6 10,6 45 31,9 31,9 43 30,5 30,5 17 12,1 12,1 85,1 21 14,9 14,9 100,0 141 100,0 100,0 42,6 ht 73,0 k jm om l.c gm Total 10,6 vb Valid z THUNHAP Valid Percent Cumulative Percent 19,9 42 29,8 29,8 49,6 43 30,5 30,5 80,1 28 19,9 19,9 100,0 141 100,0 100,0 Total y 19,9 te re 19,9 n 28 va n Valid Percent a Lu Frequency Statistics t to SP1 SP2 ng Valid SP3 SP4 141 141 141 141 0 0 3,87 2,74 3,21 3,52 ,612 ,637 ,580 ,616 N hi Missing ep Mean Std Deviation w n Statistics lo ad GC1 Missing yi Mean ju y th Valid N GC3 GC4 141 141 141 141 0 0 3,57 3,44 3,74 3,84 ,612 ,553 ,593 ,647 pl Std Deviation GC2 ua al Statistics n PP2 141 141 0 4,01 3,64 ,624 fu N Missing 141 oi 141 PP4 n Valid PP3 va PP1 Mean 2,65 3,34 Std Deviation ,523 ,596 ll m ,585 at nh Statistics XT3 XT4 z 141 141 141 0 0 Mean 2,52 2,82 3,01 3,11 Std Deviation ,650 ,593 ,632 ,606 Missing k jm 141 N ht vb Valid XT2 z XT1 om l.c gm n a Lu Statistics CN3 CN4 n 141 141 141 141 0 0 Mean 4,10 3,79 3,70 4,16 Std Deviation ,690 ,607 ,620 ,601 N Missing y te re Valid CN2 va CN1 t to Statistics ng QT1 hi Valid QT2 QT3 141 141 141 0 Mean 4,00 3,95 3,39 Std Deviation ,621 ,658 ,583 ep N Missing w n lo ad Statistics HH1 y th Valid 141 0 0 3,15 3,59 3,25 3,75 ,643 ,598 ,587 ,599 n ua al Std Deviation 141 pl Mean HH4 141 yi Missing HH3 141 ju N HH2 n va ll fu oi m at nh z z ht vb k jm om l.c gm n a Lu n va y te re t to ng hi ep Reliability Statistics Cronbach's Alpha Cronbach's Alpha N of Items Based on w n Standardized Items lo ,817 ,817 ad y th Item-Total Statistics ju Scale Mean if Item Corrected Item-Total Squared Multiple Cronbach's Alpha if Item Deleted Correlation Correlation Item Deleted yi Scale Variance if Deleted pl SP3 10,13 SP4 9,82 2,322 ,627 ,397 ,775 2,158 ,696 ,491 ,742 2,469 ,583 ,340 ,795 ,648 ,434 ,766 va 10,59 n SP2 ua 9,47 al SP1 2,280 n fu ll G oi m Cronbach's Alpha at Cronbach's Alpha nh Reliability Statistics N of Items z Based on z ,842 ht ,843 vb Standardized Items jm k Item-Total Statistics Corrected Item-Total Squared Multiple Deleted Item Deleted Correlation Correlation Cronbach's Alpha if Scale Variance if gm Scale Mean if Item Item Deleted 11,02 2,278 ,698 ,496 GC2 11,16 2,590 ,589 ,348 om l.c GC1 ,792 GC3 10,86 2,351 ,681 ,479 ,799 GC4 10,75 2,117 ,748 ,570 ,769 ,837 n a Lu n va y te re t to ng Reliability Statistics hi Cronbach's Alpha Cronbach's Alpha N of Items ep Based on Standardized Items w ,760 ,759 n lo ad Item-Total Statistics Scale Variance if Corrected Item-Total Squared Multiple Cronbach's Alpha if Deleted Item Deleted Correlation Correlation Item Deleted ju y th Scale Mean if Item 10,99 2,121 ,503 ,258 ,731 PP2 10,30 1,868 ,577 ,334 ,692 PP3 9,62 1,908 ,563 ,325 ,700 PP4 10,00 1,786 ,591 ,350 ,685 yi PP1 pl n ua al n va ll fu Cronbach's Alpha oi Cronbach's Alpha m Reliability Statistics N of Items nh Based on at Standardized Items z ,825 z ,824 ht vb Scale Variance if Corrected Item-Total Squared Multiple Deleted Item Deleted Correlation Correlation Cronbach's Alpha if gm Scale Mean if Item k jm Item-Total Statistics Item Deleted 2,303 ,664 ,444 ,772 XT2 8,65 2,430 ,678 ,474 XT3 8,45 2,363 ,655 ,449 XT4 8,35 2,516 ,600 ,366 ,800 l.c 8,94 om XT1 ,766 ,776 n a Lu n va y te re t to ng Reliability Statistics hi Cronbach's Alpha Cronbach's Alpha N of Items ep Based on Standardized Items w ,675 ,670 n lo ad Item-Total Statistics Scale Variance if Corrected Item-Total Squared Multiple Cronbach's Alpha if Deleted Item Deleted Correlation Correlation Item Deleted ju y th Scale Mean if Item 11,64 1,718 ,569 ,445 ,527 CN2 11,95 1,876 ,588 ,468 ,523 CN3 12,04 1,712 ,694 ,525 ,444 CN4 11,58 2,731 ,066 ,038 ,825 yi CN1 pl n ua al va n Quy trình ll fu Cronbach's Alpha oi Cronbach's Alpha m Reliability Statistics N of Items nh Based on at Standardized Items z ,814 z ,812 ht vb Scale Variance if Corrected Item-Total Squared Multiple Deleted Item Deleted Correlation Correlation Cronbach's Alpha if gm Scale Mean if Item k jm Item-Total Statistics Item Deleted ,651 ,429 QT2 7,39 1,168 ,650 ,427 QT3 7,95 1,276 ,691 ,478 ,754 ,758 om 1,240 l.c 7,34 QT1 ,716 n a Lu n va y te re t to ng Reliability Statistics hi Cronbach's Alpha Cronbach's Alpha N of Items ep Based on Standardized Items w ,842 ,843 n lo ad Item-Total Statistics Scale Variance if Corrected Item-Total Squared Multiple Cronbach's Alpha if Deleted Item Deleted Correlation Correlation Item Deleted 10,59 2,244 ,702 ,494 ,790 HH2 10,15 2,399 ,675 ,460 ,801 HH3 10,49 2,452 ,659 ,436 ,808 HH4 9,99 2,400 ,673 ,453 ,802 yi HH1 ju y th Scale Mean if Item pl n ua al n va ll fu oi m at nh z z ht vb k jm om l.c gm n a Lu n va y te re t to ng hi KMO and Bartlett's Test ep Kaiser-Meyer-Olkin Measure of Sampling Adequacy ,684 Approx Chi-Square w n Bartlett's Test of Sphericity 1565,826 lo df 351 Sig ,000 ad y th Communalities ju Initial Extraction SP2 1,000 SP3 1,000 SP4 1,000 ua ,642 ,673 GC1 1,000 ,719 GC2 1,000 ,598 GC3 1,000 ,714 GC4 1,000 ,761 PP1 1,000 ,532 PP2 1,000 ,619 PP3 1,000 ,616 PP4 1,000 ,638 XT1 1,000 ,691 XT2 1,000 ,701 XT3 1,000 ,671 XT4 1,000 ,617 CN1 1,000 ,733 CN2 1,000 ,744 CN3 1,000 ,791 CN4 1,000 ,632 QT1 1,000 ,695 QT2 1,000 ,706 QT3 1,000 ,730 HH1 1,000 ,704 HH2 1,000 ,711 HH3 1,000 ,671 HH4 1,000 ,676 pl 1,000 al yi SP1 ,714 ,618 n n va ll fu oi m at nh z z ht vb k jm om l.c gm n a Lu n va y te re Extraction Method: Principal Component Analysis t to ng hi ep w n lo ad ju y th yi pl n ua al n va ll fu oi m at nh z z ht vb k jm om l.c gm n a Lu n va y te re Total Variance Explained Component Initial Eigenvalues Extraction Sums of Squared Rotation Sums of Squared Loadings t to Loadings Total ng % of Cumulative Variance % Total % of Cumulative Variance % Total % of Cumulative Variance % 12.772 12.772 3.576 12.772 12.772 2.955 10.554 10.554 2.893 10.332 23.104 2.893 10.332 23.104 2.855 10.196 20.750 2.856 10.201 33.305 2.856 10.201 33.305 2.829 10.105 30.855 2.582 9.222 42.527 2.582 9.222 42.527 2.763 9.868 40.723 2.480 8.857 51.383 2.480 8.857 51.383 2.481 8.859 49.582 8.033 59.416 2.249 8.033 59.416 2.394 8.551 58.133 2.012 7.187 66.603 2.012 7.187 66.603 2.372 8.470 66.603 809 ep 3.576 ad hi n lo w 2.249 69.493 750 yi ju y th 2.890 72.170 10 675 2.412 11 646 2.305 12 570 2.036 13 554 1.977 80.900 14 539 1.925 82.825 15 503 1.795 84.620 16 460 1.643 86.263 17 446 1.591 87.854 18 412 1.471 89.326 19 407 1.455 90.781 20 380 1.356 92.136 21 361 1.290 93.426 22 334 1.194 94.620 23 299 1.067 95.686 24 270 963 96.650 25 259 925 97.574 26 246 879 98.453 27 235 839 99.292 28 198 708 100.000 2.677 pl 74.582 al ua 76.887 n 78.923 n va ll fu oi m at nh z z ht vb k jm om l.c gm n a Lu Extraction Method: Principal Component Analysis n va y te re Rotated Component Matrixa t to Component ng hi ep ,829 HH1 ,824 HH4 ,817 HH3 ,798 w HH2 n QT3 ,829 al ,827 va XT2 n XT1 ,742 ua GC2 ,834 pl GC1 ,862 yi GC3 ,766 ju GC4 ,825 y th CN4 ,827 ad QT2 ,848 lo QT1 n ,783 at SP3 ,807 nh SP1 ,835 oi SP4 m SP2 ,753 ll XT4 ,811 fu XT3 ,819 ,770 z n a Lu a Rotation converged in iterations ,847 om Rotation Method: Varimax with Kaiser Normalization ,848 l.c Extraction Method: Principal Component Analysis ,868 CN1 gm CN2 ,706 k CN3 ,765 jm PP1 ,766 ht PP2 vb PP3 ,780 z PP4 n va y te re Component Transformation Matrix t to Component ng hi ep ,510 ,268 ,604 -,149 -,260 ,432 -,165 -,463 ,455 ,284 ,684 ,054 ,080 -,144 ,289 ,564 ,073 -,146 ,579 -,373 ,313 -,294 -,455 ,549 -,201 ,588 ,115 -,081 ,549 -,250 -,246 ,517 ,411 ,146 -,344 ,036 -,117 -,049 ,227 ,059 ,523 ,809 ,234 -,347 ,430 ,359 -,277 -,600 ,272 w n lo ad y th Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization ju yi pl n ua al n va ll fu oi m at nh z z ht vb k jm om l.c gm n a Lu n va y te re t to ng hi STT H tên ep Cơng ty Ơng Chung DI u Ki t ng Vinh CTY TNHH w n Ch c v c ng Vinh Bà Hoàng Th Lan c ng Vinh K Toán lo ng ad u ju y th Ông Nguy ng Vinh ng ng Vinh T va Ông Ngơ Phúc B o fu Xu t ll Phó Ch T ch Hi p H i oi m i ng ng S n n ng D ch V V nT i n ng Phòng ng Vinh T tr ua al c Thanh pl Ơng Tr ng Phịng Kinh Doanh yi ng Vinh nh Ch Bi n Lâm S n at ng Nai Phó Ch T ch H i G z Ông Nguy n Thành Nhân z c Công Ty ng Nai k jm M L ng Nai ht 10 vb M Ngh om l.c gm n a Lu n va y te re