Giáo trình marketing căn bản

TS Nguy~n Qu6c Ctrimg (chu bien) ThS Tr§n Phi Hoang ThS Le Bao Han , ' GIAOTRINH '-' ? MARKETING CAN BAN NHA XUAT BAN E>~I HQC CONG NGHleP THANH PHO HO CHI MINH TS NGUYEN QUOC Clf0NG (chu bien) ThS TRAN PHI HOANG - ThS LE BA.O HAN �A KlEM stjijL.L I: "" , TING CAN BAN TRUONG £>Al HOC CONG NGHteP Tf'.HC� TH VIEN MA VACH :.ng d6ng, d6i tuqng ngum t6 chuc mong mu6n tham dv event la nhung nguoi c6 tfrm long tu thi~n cho nen tru6c sv ki~n h9 c6 thS truy~n thong r(:>ng rai qua cac kenh truy~n thong c6 d6i tuqng d~i chung nhu VTV, HTV, bao Tu6i Tre, Thanh Nien dS cong chung biSt dSn va tham dµ Tuy nhien, vi~c tf>ng ket l~i S\l' ki~n va dang len bao, dai sau chuong trinh c6 thS nhitm vao vi~c thong bao cho cac d6i tac, cf> dong cua nha tai trq biet r~ng nha tai trg cua chung ta dang thµc hi~n m(:>t nghia cu c6 ich cho c(:>ng d6ng Luc tin t6ng ket sµ ki~n l~i c6 thS duqc dang tren cac bao kinh doanh, doanh nhan, tai chinh chung khoan M6i each truy~n thong se c6, tac d\lng va gia tri rieng Bai 3: CHIEN LU(}C QUANG cAo NGOAI TROI Theo m(:>t ket qua khao sat cua cong ty nghien CU'U thi truong TNS, c6 den 82.5% dan s6 TPHCM thich di l~i ngoai duong V6i s6 li~u nay, c6 thS d~ dang hiSu vi thoi gian gfui day, hong quang cao ngoai troi tro nen soi d(:>ng hon Tru6c nay, m6i nghe n6i t6i quang cao ngoai troi, nhi~u nguoi nghI den nhung bang quang cao kich thu6c 16n tren cac n6c nha, hue tuong hen ngoai cac toa nha cao tfrng, d9c cac xa 19, ho song Day la m(:>t nhung lo~i hinh quang cao ngoai troi truy~n 301 th6ng, duqc cac chuyen gia marketing gQi la "billboard" Tuy nhien, theo m{>t khai ni~m m6i, quang cao ngoai trai duqc hiSu la "out of home" (OOH), tire tAt ca cac lot;ti hinh quang cao tac d{>ng dSn nguai tieu dung hQ bu6c ben ngoai ngoi nha minh dang s6ng Theo khai ni~m nay, nhiSu lo(;li hinh quang cao du la "indoor" nhung vftn duqc x~p vao "outdoor", vi d\l quang cao thang may, sieu thj, khu VlJC ng6i cha xe bus, bu6ng di~n thot;ti cong c{>ng, rt;tp chi~u phim, sanh cua cac toa nha Hi~n nay: cac lo(;li hinh quang cao ngoai trai xuAt hi~n rAt da d(;lng Tuy theo tinh ch~t san phftm, djch V\l ccln quang cao, khach hang ch9n lµa hinh thuc quang cao thich hqp b6n lot;ti hinh ca ban nhu sau: Bil1board (BiSn quang cao ): la quang cao tclm cao, thich hqp cho quang cao nguyen v~t li~u, hang h6a cong nghi~p, xay d\l'Ilg, buu chinh vi Sn thong ho~c cac san phftm tieu dung lau nam nhu ti vi, tu lt;tnh, xe hai Trong d6, lot;ti hinh "street furniture" quang cao a tftm thAp nhu nha cha xe buyt, ki- 6t ho~c cac lot;ti banner tren duang ph6, thich hqp v6i nhfrng san phftm tieu dung gftn gili hang nhu cac lot;ti thµc phftm an nhanh, h6a my phftm Quang cao di d{>ng (transit): Lot;ti hinh tren cac phuang ti~n v~ tai va cac hinh thuc quang cao du6i dt;tng trung bay hinh anh, truySn tai thong di~p a nhung khu vµc thuang m(;li djch V\l dong nguai, thS hi~n qua cac poster, brochure, leaflet duqc gQi chung la POSM (points of sale materials) N goai nhfmg hinh thuc quang cao truySn th6ng nhu bang ve, h{>p den, bang ohi~u di~n tu nhiSu cong ty quang cao dang khai thac nhfrng lot;ti hinh quang cao cong ngh~ cao nhu man hinh den LED, man hinh LCD, man hinh cam rrng tuang tac (v6i nguai tieu dung), ky thu~t chi~u hinh D vao khong gian (holovision) Han m{>t th~p ky qua, doanh s6 nganh quang cao ngoai trai dt;tt hang ti la My, chi~m gcln 20% doanh s6 chung cua nganh quang cao (TNS, 2015) Thi ttuang Vi~t Nam duqc danh gia la m{>t nhfrng thi truang duqc xem la mau ma va c6 XU huang phat triSn mt;tnh cho cac cong ty mu6n phat tri~n quang cao ngoai trai NhiSu t~p doan quang cao Ian cung da nhin thfiy tiSm nang hfip d~n cua thi truang quang cao ngoai trai t(;li Vi~t Nam nen da nhay vao thi truang nhu: News Outdoor, Vinastar (My), 302 cong ty Quang Cao va T6 Chuc Sµ Ki?n Fuse (Singapore), Goldsun Focus Media d~ tim kiSm CO' hng nhu b~nh vi~n, trung tam th~m my, spa, trung tam thuang m?i Uu diSm cua hinh thuc quang cao la tiSp c~n dung khach hang mvc tieu San phfun gia dvng, nhu ySu ph~m hang se xuftt hi~n tren man hinh quang cao t?i cac sieu thi, trung tam thuang m?i San phfun cao cdp nhu di~n tho?i di d(>ng, o to se duqc quang cao t?i cac khu cao 6c van phong V6i thai luqng phat 60 l~n/ngay/TVC (do?n phim quang cao), thong di~p quang cao duqc truySn dSn khach hang trµc tiSp va lien tvc Theo dinh ky tu~ ho~c thang, ·doanh nghi~p tham gia quang cao duqc (cac chuyen gia rp.arketing lam trung gian) gui bao cao vS luqt ngum xem quang cao, luqng nguai qua l?i t?i khu vµc nh~m kip thm diSu chinh chiSn luqc kinh doanh va tiSt ki~m chi phi Tuy nhien, du6i g6c d9 m(>t doanh nghi~p lam djch vv quang cao cho cac doanh nghi~p thi nhiSu tra ng?i nhu: thµc hi~n mng, chua k~ ti~n thue vi tri Vi v~y, cong ty quang cao phai cho thue dai h?U, it nhdt tren nam m6i c6 th~ thu hf>i v6n; Thai gian duqc phep quang cao a m