Hoàn thiện chiến lược phát triển thương hiệu cho công ty tnhh công nghệ thông tin blitz việt nam

BO GIAO DUC DAO TAO TRUUNG DAI HQC THANG LONG -o0o KAHOA LUAN TOT NGHIEP DE TAI: ROAN THIEN CHIEN LU'QC PHAT TRIEN THIJ'ONG HIEU CHO CONG TY TNHH CONG NGHE THONG TIN BLITZ VIET NAM SINN VIEN THXYC HIEN: THAI ICFIANH MA SINH VIEN NGANH : A19766 : QUAN TRJ MARKETING la NO1 - 2015 cAM ON De holm thinh this luin nay, du tier em mu& girl kri cam an sau sic nhit din c8 giao, Thac sy Pham Long Chau di ton firth hail% din em tong su6t qua trinh thvc hien va hoar' than!' kh6a luin tOt nghiep Em xin bay to 16i cam an situ sic den nheng thiy co giao di giang dcy em nhing nim qua, nhOng kien thirc ma em nhin duqc tren giling duang Si hoc se 11 hanh tang elm em yang bulk tong tuong lai Em ding mu6n giri 16i clan an den clic co chi, anh chi dang ding the tai Cling ty TNHH Cling ngh'e thong tin Blitz Viet Nam di gill') em tong qua trinh thvc hien de tai Mic de di ci nhtmg c6 ging de thvc hien di tai mgt rich hoan chinh nhit, song mei lam quen yen cling tic nghien cult khoa hoc cling nhu hart the ve kien thirc va kinh nghiem nen khong trinh Ichei nhemg thieu sit ma ban thin chua thiy duqc Bei em rat mong co ductc sv gip cilia cac thiy co giao Di chinh la hanh tang qu9 gia gig p em hoar thien kien tic cilia minh sau Em xin chin cam an! Thang Long University Library LOI CAM DOAN Toi xin cam doan Khea lufm tofu nghiep ntly li Ur ban than thgc hien c6 sg hO trq tit giao ten huong din vit kh8ng chep the tong trinh nghien dm ctia ngtrai khic Cac da lieu thong tin dill cap sir dung Kheut Mn la có ngulin g6c vi duqc trich din rO ring Toi xin chju hoax' Min trach nhiem ve 1?ri cam doan nay! Sinh vien (KY/ th ghi rd hp va ten) Thai Khanh MIX LUC Si MO DAu CHICONG CU SO Lir LUA4N CHUNG vi CHIEN LIXIC PRAT TRIEN THVONG HIS 1.1 Ttng quan throng hitu 1.1.1 Cic kbii them vi throng hitu 1.1.2 Thinh phAn cfia throng hitu 1.13 Clic lopi throng hitu 1.1.4 Val trio cfia throng hitu 1.1.4.1 Vai trio cita diming hisu dii vdi doanh nghifp 1.1.4.2 Vai trio cia throng hi€u dii v64 khdch king 1.1.5 Chic thing cfia throng hifu 1.1.5.1 Cher Ming nhon Wit vi phin b* 1.1.5.2 Chit thing thong tin vi chi din 1.1.5.3 Chair Ming Ego sir aim nhOn vi tin cry 1.1.5.4 Chit ning kinh Ic 1.2 Ding quan chitin Itrwc phit trait throng bleu 1.2.1 Cic khfii nitm vi chiin Ittqc phit trail throng hitu 9 1.2.2 Quy trinh thwc hifn chitin luwc pluit triton throng hitu 1.2.2.1 Tim nhin vise mfnh Avow Neu 10 1.2.2.2 Dinh vi tit:sung hi& 12 1.2.2.3 Lira chpn mo hinh ducting 13 1.2.2.4 milt ki It( thing nhen dien shining hiiu 15 1.2.2.5 Edo vg diming hifu 17 1.2.2.6 Chien Myr marketing-mix xdy dyng vi phis hilts shining hitu 18 1.2.2.7 Quing bd shining hifu 20 1.2.2.8 Khai thdc ducting hieu 21 1.2.2.9 Quin tri rtii ro ducting hifu 22 1.2.2.10 Buy tri vi ph& Min throng 24 KET LU4N CHUONG CHU'ONG THUC TRANG PRAT TRIEN THUZING HItU CiJA CONG TY 25 TNHH CONG NGH$ THONG TIN BLITZ VIET NAM 2.1 T6ng quan vi Cling ty TNHII Cling nghf thong tin Blitz Vitt Nam - 25 25 2.1.1 Qua trinh hinh thinh vi phut bean 26 2.1.2 Co clu tã chic 2.1.2.1 Gitlin 41k Thang Long University Library 26 2.1.2.2 Phbng Tai chink — 8e loan 26 26 27 27 27 2.1.2.3 Phbng Minh chink ruin try 2.1.2.4 Phbng To chic nhin sr 2.1.2.5 Phbng Binh doanh 2.13 Linh vvc klnh doanh cia tang ty 2.2 Ket qui hogt dung sin xuAt kinh doanh cia cling ty giai dogn 2011 — 28 2013 29 2.3 Mai trwimg kinh doanh 29 2.3.1 Mai truing ben cia doanh nghiep 29 2.3.1.1 Con nye& 30 2.3.1.2 Till chdth 30 2.3.2 Mai trufing ben ngoii cia doanh nghiep 30 2.3.2.1 Mod truimg vi mo 2.3.2.2 Mdi truong vi mo 33 2.4 Thyc trgng chien luvc phit tries thwung hieu cia Cling ty TNHH Cling nghe 34 thong tin Blitz Viet Nam 24.1 Tem nhin vi se menh cia Cling ty TNHH Cling nghe thong tin Blitz Viet 34 Nam 34 2.4.1.1 Tim nhin 2.4.1.2 Sti mfnh 35 2.4.2 He thing nh#n dien throng hieu 35 2.4.2.1 Tin Muting hteu 35 2.4.2.2 Ban ening — Bleu Wow 37 2.4.2.3 Cdu khiu hifu ;oh nhgc hifu 38 2.4.3 Bio vg thwang hieu 38 2.4.4 Dinh vi thwang hieu 38 2.4.5 Chien luvc marketing mix ding tic phit triers throng hieu cia cong ty 39 2.4.5.1 Chan luvc son phim 39 40 2.4.5.2 Chitin htvc gid 41 2.4.5.3 Chan luvc phtin phk 42 2.4.5.4 Chiin haw gating bd 46 2.4.6 Khai thic throng hieu 2.5 Dinh gli chung ye thyc trgng phit triers thuung hieu cia cling ty 46 46 2.5.1 Nhling think cling dgt dirge 47 2.5.2 Nherng hgn chi, ton tgi 48 KET LU3N CHVONG CHliONG CAC GUI PHAP HOAN THIPI CHLEN LUQC PHAT TRIEN THITONG MU CHO CONG TY TNHH CONG NGHt THONG TIN BLITZ 49 VI€T NAM 3.1 Plurang huirng yi myc tieu phit triin thuong hien ciia Cling ty TNIIH BLITZ 49 Viet Nam 49 3.2 Phan tick SWOT 49 3.2.1 Diim mph 50 3.2.2 Thin) yin 51 3.23 Cu h(ii 51 3.2.4 Thfich that 52 3.3 MQt ski giai pluip pith hien thuong Men cang ty tai Viet Nam 52 3.3.1 Tim hien Icy dai thin cgnh tranh 53 33.2 Nang cao mot 88 nhan Bien tharong him 54 33.3 Duy tri, tang cuirng yi di mai cac hogs dung gluing hi thuong Men 54 3.3.3.1 Qudng cao 55 3.3.3.2 Quan ht cong cluing 57 33.4 Tang cuing dAu tir bio ye thwong hieu 58 33.5 Nang cao chit hrgng dich vy 59 33.6 ThInh lap csic pilling ban chuyen man has vi marketing 60 KET LUAN CIlliONG Thang Long University Library DANH MVC VIET TAT Ky hien vat tit Tin day di CNTT CEng nghe th8ng tin PR Quan he Ong chi mg (Public Relations) TNHH Trach nhiem hem h?n VND Viet Nam Eking USD Do la my DANH MIJC CAC BANG BIEU, HINH VE, DO Tiff, CONG mirc Bing 2.1 Kit qui hold ding sin auk kink doanh giai dopn 2011 - 2013 cia 28 ang ty TNHH Ong nglif thong tin Blitz Vift Nam 41 Bing 2.3 Bio gii dich vg ning cip SWIFT 55 Bing 3.1 Dry kiln cic chtrong trinh going cio 57 Bing 3.2 Dy kiln tic throng trinh (plan hf tong thing 37 Hinh 2.1 Ban truing Ong ty TNHH ang nghf thong tin Blitz Viet Nam Su dO 2.1 Ca au to chic cia ang ty TNHH ang nghe thong tin Blitz Viet Nam 26 Thang Long University Library LUl NO MU Trong nhftng nim gin day, nhin thirc cos ngutri tieu dung va doanh nghiep ve thuong hieu duct nang cao nen thuong hieu tar yin de cap bach cin thyc hien cat doanh nghiep va dtrqc ca xi hui quan tam Ngay nay, thuong hi'eu khong chi hi ten gqi ctia doanh nghiep, la cat diu hien nhin blot hang Ma, le cam nhin coa ngu&i lieu dung ma la lqi the earth trash sic ben tren thi twang Nhieu doanh nghiep di nhon auk duqc tam quan twig cue thuong hieu nhung van chua c6 chien luqc de phat trien pith hqp nen hieu qua cos viec xay dung va phat then thuong hieu chua cao Xuit phat tir dieu nay, em di chop Cling ty TNHI-1 Cong nghe thong tin Blitz Vi'et Nam lam nen tang nghien ciru Em nhon thiy ding ty di co meg s6 hoyt dung de phat trien vi quang ba thuong hieu nhit dinh Tuy nhien, cat hoot dOng, chien luqc phat trien thuong hieu coo tong ty vin mOt s6 diem han the Bei vey em di thyt hien de tai "Holm thien chien luqc phat trien thuong hieu cho C6ng ty TNHH Cong ngh'e thong tin Blitz Viet Nam" Luin van gem ba chuong: Chung 1: Ca s81f luen chung chiin hrut phit trien thmmg hieu Chuang 2: Thjrc phit trail throng hien cos tong ty TNHH Cong nghe thong tin Blitz Viet Nam Chuang 3: Clic giii phip hoin thifn chiin Irgc phit trien throng hien cis Cong ty TNHH Cong nght thong tin Blitz Viet Nam CHI CING CO So Li? LU4N CHUNG VE CHIEN LUI;1C PHAT MIEN THUVNG 1.1 Ting quan thwang hitt' 1.1.1 Cic khii niem vi thirung hien Tir "thin:mg hieu" (Brand) c6 nguen etc to chit Branch, theo tieng Iceland co nghia clang diu, xuit phit tir thbi xa xua, nhOng chit trai chin nuoi mute phin biet din ciru cua minh yea nhitng din ciru khic, hp di dimg met diu bing sit nung de deng len lung tang met, thong qua Q6 khing djnh gii tri hang hoa vi quyen se hitu dm mirth Nhu the, thuong hieu xuit hien tfr nhu ciu to sv khic biet cho sin phim cua nhi sin xuit Hien nay, thuot ngit "finical hieu" dang dtrqc sir Mpg rat reng rii Viet Nam Tuy nhien, yin dang tan tai nhieu cich giii thfch khic xoay quanh thuilt no/ niy C6 nhieu cich di djnh nghia thuung hieu: Thuong hieu, theo TO chirc so Mtn trf tue the gi6i WIPO, la mat defu hieu dac biet de nhan biit mat san pham, mat hang Ma hay mat djch vy new dupt san xue irt, chtqc cung ccip bbi mat to chtic hock mat ca nhan Hiep hei Marketing Hoa Ky (AMA) (Anil nghia: "Thuong hieu tap hop cac yiu la mat cal ten, tit ngIt, kY hieu, bilu titcmg, hinh that to Din nhc3m xcic djnh va plan biet hang hem, djch hock vy caa mat nguai hock mat nhom ngueri ban veri hang hoa va djch vie ctia ccic dot thti cgnh tranh" Theo quan diem mei nay efts Kevin Lane Keller, thus:mg hieu li "mat tap hpp nheng lien Mang tam tri ngueri tieu ding, lam tang gici tri nhan that ctia mat san phtim hock djch vv" Tom loi, du sir ding nhOng cich thirc vi ciu chit khic de the hien nhung hiu het cic nhi nghien city cling nhu cic nhi kinh doanh ngity deu c6 chung met then nhat ring thuang hieu kheng chi li sin phim, mi n6 c6 nhftng yeu t3 elm phin biet sin phim d6 v6i nhitng sin phim khic dtrqc thiet ke de dip img cling met nhu eau 1.1.2 Thinh phin cilia thin/mg hien Thuong hieu bao gem hai thenh phin nhu sau: Phdn dpc dupt Bao gem thong yeu to c6 the dqc &um, tic deng vio Minh giic cic ngtrei nghe nhu ten gqi ding ty, doanh nghiep (vf this: Gateway, Pgrand, 3M ), ten sin phim (555, Coca-Cola ), ciu Ichiu hieu (slogan) (tic trung (Rd yeu Viet Nam), dotm nhoc, vi cic yeu to phit am khic Thang Long University Library