(LUẬN văn THẠC sĩ) research and recommendations about marketing comunication of securities companies in vietnam

vietnam national university, HANOI school of business Nguyen Xuan Quynh RESEARCH AND RECOMMENDATIONS ABOUT MARKETING COMUNICATION OF SECURITIES COMPANIES IN VIET NAM master of business administration thesis Hanoi - 2007 TIEU LUAN MOI download : skknchat@gmail.com vietnam national university, HANOI school of business Nguyen Xuan Quynh RESEARCH AND RECOMMENDATIONS ABOUT MARKETING COMUNICATION OF SECURITIES COMPANIES IN VIET NAM Major: Business Administration Code: 60 34 05 Master of business administration thesis Supervisor: DR Chu Thanh Hanoi - 2007 TIEU LUAN MOI download : skknchat@gmail.com Nguyen Xuan Quynh ~ Remba Business Hanoi School of TABLE OF CONTENT ACKNOWLEDGEMENTS i ABSTRACT ii TÓM TẮT iv LIST OF FIGURES INTRODUCTION CHAPTER THEORY FOUNDATION ABOUT MARKETING COMMUNICATIONS 11 1.1 General about Marketing Communications 11 1.2 Setting Marketing Communication Strategy for Service Firms 12 1.2.1 Define the Target Audience and Objectives 13 1.2.2 Divide the Communications Objectives and Target Audiences among the Channels 15 1.2.3 Define Communications Messages 16 1.2.4 Put the Communications Mix Together 18 1.3 Marketing Communication Tools 19 1.3.1 Advertising 19 1.3.2 Public Relations 27 1.3.3 Personal Selling 29 1.3.4 Sales Promotion 32 1.3.5 Direct Marketing 34 1.3.6 E-marketing 35 CHAPTER RESEARCH ON MARKETING COMMUNICATIONS OF SECURITIES COMPANIES 39 2.1 Summary about Vietnam securities market and securities companies 39 2.2 Research on communication tools used by securities companies 42 2.1.1 Public relations 43 2.1.2 Advertising 48 2.1.3 Personal Selling 49 MBA Graduation Thesis 2007 Page of 82 Hanoi, Dec TIEU LUAN MOI download : skknchat@gmail.com Nguyen Xuan Quynh ~ Remba Business Hanoi School of 2.1.4 Sales Promotion 50 2.1.5 Direct Marketing 52 2.1.6 E-Marketing 52 2.3 Survey on efficiency of marketing communication from securities companies and customers behaviour 53 2.3.1 Aims of survey 53 2.3.2 Scope of survey and some limitations 53 2.2.3 Findings 54 CHAPTER RECOMMENDATIONS 66 3.1 Define the target audience and objectives of communication 66 3.1.1 Define the target audience of communication strategy 66 3.1.2 Define the communication objectives 68 3.2 Divide the target audience and objectives of communication among the channels 69 3.3 Define communication messages 70 3.4 Put communication mix together 72 3.4.1 General recommendations 72 3.4.2 Recommendations for particular communication tool 73 CONCLUSION 78 REFERENCES 79 APPENDIX: Questionnaires for Thang Long Securities JSC 80 MBA Graduation Thesis 2007 Page of 82 Hanoi, Dec TIEU LUAN MOI download : skknchat@gmail.com Nguyen Xuan Quynh ~ Remba Business Hanoi School of LIST OF FIGURES Figure 1-1: The Communication Process 11 Figure 1-2: The tools of the marketing communication mix 12 Figure 1-3: Marketing Communication Strategy for Service Firms 12 Figure 2-1: Percentage of Accounts Opened at Securities Companies 40 Figure 2-2: One article about SSI when it first listed on HASTC 44 Figure 2-3: SSI with the event of being listed on HOSE 44 Figure 2-4: Announcement about the establishment of STB Securities 45 Figure 2-5: VNDirect launches new service 45 Figure 2-6: Bien Viet Securities with CBV-Index 45 Figure 2-7: SSI and its CEO Tran Duy Hung 46 Figure 2-8: CEO of Vndirect – Mrs Pham Minh Huong 46 Figure 2-9: „Chung khoan cuoi tuan” on VTV1 47 Figure 2-10: INFOTV 47 Figure 2-11: Viet Dragon Securities Corp holds training course for customers 48 Figure 2-12: Advertising of Ocean Securities on InfoTV 49 Figure 2-13: Advertising of Thang Long Securities on Investment Review 49 Figure 2-14: Image of brokers 50 Figure 2-15: Promotion of Viet Tin Securities Company 51 Figure 2-16: http://www.bsc.com.vn 52 MBA Graduation Thesis 2007 Page of 82 Hanoi, Dec TIEU LUAN MOI download : skknchat@gmail.com (LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam (LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam Nguyen Xuan Quynh ~ Remba Business Hanoi School of INTRODUCTION The Problem Recently, after the booming from the end of 2006 and beginning of 2007, Vietnam stock market has had downward adjustment The investors don‟t rush to the trading floors like they did before Securities companies, especially new-born companies are facing a lot of trouble in attracting customers They really need effective marketing communication tools to communicate more with customers, understand and find the way to attract and maintain them Therefore, this research was conducted to give out recommendations about market communication for securities companies to help them communicate more effectively with customers Objectives and aims Objectives: - Study about marketing communication - Know how securities companies are communicating with customers and the effectiveness of these activities - Know how customers get communication messages from securities companies - Know media tools and other communication tools which are being used by customers to search information about stock market - Give recommendations about marketing communication for securities companies Aims: Help securities companies build up comprehensive marketing strategies Research Questions - Which communication tools are use by securities companies in Vietnam - How effective are these tools? - How customers aware of the communication of securities companies - By which way customers find information about stock market? - Which media platform customers prefer and use most? Scope of work MBA Graduation Thesis 2007 Page of 82 Hanoi, Dec TIEU LUAN MOI download : skknchat@gmail.com (LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam (LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam Nguyen Xuan Quynh ~ Remba Business Hanoi School of – Research on the communication with individual customers only, not including institutional investors – Security market in Vietnam in 2005 – 2007 – Survey mainly in Hanoi Data source & Processing – Primary data: questionnaires – Secondary data: newspapers, websites – Processing: to use MS Excel Methods – Empirical – Survey using questionnaires Significance – Theory: understand about marketing communication – Practice: recommendation for securities companies to communicate more effectively with customers Limitation: - Time 2005 – 2007 - Survey mainly in Hanoi - Survey only with individual investors MBA Graduation Thesis 2007 Page 10 of 82 Hanoi, Dec TIEU LUAN MOI download : skknchat@gmail.com (LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam (LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam Nguyen Xuan Quynh ~ Remba Business Hanoi School of  http://forum.vietstock.com.vn  http://www.chungkhoan24h.com.vn Three T.V shows that can be used to post advertisement are:  “Ban tin tai chinh” on VTV1  “Ban tin tai chinh” on InfoTV  “Khoanh khac vang” on VTC1 3.4.2.2 Recommendations for PR Continue to use PR as main tool and diversify in various forms: newspapers, news in websites, taking part in interview, events, conference, training course In which conference and training course can be organized more to attract the attention of customers because almost customers find these activities is beneficial to them Besides, company can establish “Investment clubs” for customers and investors create chances for them to expand relationship and share information Another activity is to charity after gaining a big profit from investment, such kind of PR activity can create good image about company 3.4.2.3 Recommendations for Sales Promotions Sales promotion can be very effective for new established companies to attract customers To support sales promotion, related advertising should be done to make sure that a lot of investors know about the sales and come to receive the promotions The forms of sales promotion should be diversified Besides using coupons and deals by reducing transactions fee, securities companies can use the form of contest, samples For example, with contest form, company offers a special, highvalue gift for the 1000th customers With sample form, customers are recommended MBA Graduation Thesis 2007 Page 75 of 82 Hanoi, Dec TIEU LUAN MOI download : skknchat@gmail.com (LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam (LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam Nguyen Xuan Quynh ~ Remba Business Hanoi School of to try value added service such as portfolio management, “special broker” who provide investment advice whenever customers need 3.4.2.4 Recommendations for Person Selling Company must organize human resource to attract customers and service them with highest satisfaction Not only brokers, but staffs in other departments must be trained how to behave and serve customers Brokerage team is recommended to two groups, in which one group specializes to take care vip customers Each broker must be assigned target by number of account, transaction value and customer satisfaction level Besides, managers should develop policy to control the negative behaviour of brokers such as: ask for money of customers, get big commissions, only provide advice to some people who brokers has close relationship and ignore the others It‟s certain that brokers will invest for themselves, but manager need limit this action in a reasonable time, if not brokers will only focus on his personal things 3.4.2.5 Recommendations for Direct Marketing Direct mail and SMS should be used more frequently and updated hot informative When customers receive update information, not only about their account but also about the market and company operation, they will associate with companies more naturally and strongly Besides, company should set a telephone line to answer enquiries from customers 3.4.2.6 Recommendations for E-Marketing As the survey result, internet is the main source for investors to find the information Therefore securities companies should push communication by emarketing with the application of websites, search engines and especially blogs and forum MBA Graduation Thesis 2007 Page 76 of 82 Hanoi, Dec TIEU LUAN MOI download : skknchat@gmail.com (LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam (LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam Nguyen Xuan Quynh ~ Remba Business Hanoi School of Securities companies which have not applied trading online should quickly improve the technology to launch this service soon because it‟s convenient for customers and make them log in website regularly Besides, companies can build up blogs, forums where analysis of company can put their articles, market forecast, ext; and customer can join in the blog, forum to comment and share their opinion This way can create a two-dimension communication between companies and customers, making the relationship closer MBA Graduation Thesis 2007 Page 77 of 82 Hanoi, Dec TIEU LUAN MOI download : skknchat@gmail.com (LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam (LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam Nguyen Xuan Quynh ~ Remba Business Hanoi School of CONCLUSION Competition in securities market is tougher and tougher More and more securities companies are established create a war to attract investors and maintain them In order to approach to customers, the only is to communicate with them Therefore, marketing communication has become very important to all securities companies The purpose of this thesis is to emphasize the role of communication in securities companies and give out the evaluation of this activity in different companies Besides, by the survey, the author also wants to find ways to make marketing companies of securities companies in Vietnam more efficient The important tasks are to define clearly target audience and objectives of marketing companies for the whole strategy as well as for each communication tool After that, company must consider its particular condition to decide about budget and implement communication mix Leaders in securities companies should pay more effort in marketing communication because it is one way to help company build up its brand and develop firmly The more developed the securities market is, the more professionally marketing communication should be implemented MBA Graduation Thesis 2007 Page 78 of 82 Hanoi, Dec TIEU LUAN MOI download : skknchat@gmail.com (LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam (LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam Nguyen Xuan Quynh ~ Remba Business Hanoi School of REFERENCES Vietnamese Giuseppe Iarossi (2006), “Sức mạnh thiết kế điều tra”, Nhà xuất Chính Trị Quốc Gia English Alvin C Burns, Ronard F Bush (2005), “Marketing Research”, Prentise Hall Publisher “Develop an E-marketing plan” on http://businesslink.gov.uk, John E.G Bateson, K.Douglass Hoffman (2004), “Managing Services Marketing”, Fourth Edition, Harcourt Brace College Publishers Paulina Papastathopoulou, Lecture in Marketing: “Introduction to Financial Services” Phillip Kotler (2003), “Marketing Management”, Eleventh Edition, Prentise Hall Publisher MBA Graduation Thesis 2007 Page 79 of 82 Hanoi, Dec TIEU LUAN MOI download : skknchat@gmail.com (LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam (LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam Nguyen Xuan Quynh ~ Remba Business Hanoi School of APPENDIX: Questionnaires for Thang Long Securities JSC Trong hình sau, hình logo (biểu tượng) Cơng ty Chứng khốn Thăng Long (CKTL) ?    Bạn xem/đọc/nghe quảng cáo CKTL chưa? Rồi Chưa Nếu rồi, bạn có nhớ nội dung quảng cáo khơng? Nhớ rõ Nhớ mang máng Không nhớ Bạn đọc báo viết CKTL chưa? Rồi Chưa Nội dung báo để lại ấn tượng bạn? Ấn tượng rõ nét Bình thường Khơng ấn tượng Trang web CKTL mang đến cho bạn thơng tin: Rất hữu ích Hữu ích Bình thường Khơng hữu ích Khơng muốn xem Bạn tham gia buổi hội thảo CKTL tổ chức chưa? Rồi Chưa Nếu rồi, bạn thấy hội thảo này: Rất hữu ích Hữu ích Bình thường Khơng hữu ích Khơng muốn xem Trung bình, tuần bạn lên sàn lần? Gần không lên sàn 1 lần 2– lần 4-5 lần Bạn có hài lịng với phục vụ nhân viên CKTL khơng? Rất hài lịng Hài lịng Bình thường Khơng hài lịng Rất khơng hài lịng Những tư vấn đầu tư nhân viên CKTL bạn là? Rất hữu ích Hữu ích Bình thường Khơng hữu ích Khơng muốn xem Bạn hưởng khuyến từ CKTL chưa? Rồi Chưa Nếu rồi, bạn có thấy hài lịng với cách khuyến khơng? Rất hài lịng Hài lịng Bình thường Khơng hài lịng Rất khơng hài lịng MBA Graduation Thesis 2007 Page 80 of 82 Hanoi, Dec TIEU LUAN MOI download : skknchat@gmail.com (LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam (LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam Nguyen Xuan Quynh ~ Remba Business Hanoi School of 10 Trước mở tài khoản CKTL, bạn mở tài khoản cơng ty chứng khốn khác? Vui lịng ghi rõ tên: ……………………………………………………………………… 11 Bạn có thấy điểm khác biệt cơng ty chứng khốn CKTL khơng? Có Khơng Nếu có, vui lịng ghi rõ:……………………………………………………………………… 12 Bạn có thấy dễ dàng để liên hệ phản hồi ý kiến với CKTL khơng? Rất dễ dàng Dễ dàng Bình thường Khó khăn Rất khó khăn 13 Nhìn chung, bạn cảm thấy khách hàng CKTL? Rất hài lòng Hài lịng Bình thường Khơng hài lịng Rất khơng hài lòng 14 Bạn thường sử dụng phương thức để tìm hiểu thơng tin chứng khốn? Vui lịng đánh giá mức độ thường xuyên (từ 1-4) cho phương thức, đó: 1.Rất thường xuyên Hiếm 2.Thường xuyên Rất Phương thức Trang web CKTL Trang web khác chứng khoán Báo, tạp chí giấy Chương trình TV chứng khốn Trao đổi trực tiếp với nhân viên công ty                     15 Bạn vui lòng ghi rõ tên trang web mà bạn thường vào để tìm hiểu thơng tin chứng khoán? 1…………………………………………………………………………………………… …… 2…………………………………………………………………………………………… …… 3…………………………………………………………………………………………… …… 16 Bạn vui lòng ghi rõ tên tờ báo/tạp chí mà bạn thường vào để tìm hiểu thơng tin chứng khoán? 1…………………………………………………………………………………………… …… 2…………………………………………………………………………………………… …… 3…………………………………………………………………………………………… …… MBA Graduation Thesis 2007 Page 81 of 82 Hanoi, Dec TIEU LUAN MOI download : skknchat@gmail.com (LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam (LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam