CHƯƠNG 3 MARKETING ĐIỆN TỬ - 2 potx

Churang 3 MARKETING Dim Ti) 3.1. Tinig quan ye marketing din tir 3.1.1. Ceic khai nVem co' ban ve E-marketing Marketing da hinh thank tir rat lau cling voi su phat trien cua hoat dOng thucmg mai. Tuy nhien markting dien tix thi m6i chi ph6 bien trong han 15 nam trey lai day. Hien nay có nhieu each hieu marketing dien tir, sau day la mot s6 khai ni'em dien hinh ve marketing dien tir: Marketing dien tir la qua trinh lap ke hoach ve san pham, gia, phan ph& va xfic tien d6i vOi san pham, dich vu va )", tuOng de dap ling nhu cau cua t6 chirc va ca ithan - dua tren cac phuang tien dien tir va Internet. 9 Marketing dien tir bao g6m tat ea cac hoat d6ng de thoa man nhu cau va mong muon cua khach hang thong qua Internet va cac phuang tien dien tir 10 Marketing dien tir la viec img dung mang Internet va cac phuang tien dien to (web, e-mail, co so dit lieu, multimedia, Smartpohone ) de tien hanh cac hoat dOng marketing nharn dat duac cac muc tieu cua t6 chirc va duy tri quan he khach hang thong qua viec nang cao hieu Net ve khach hang (thong tin, hanh vi, gia tri, mirc dO trung thanh tir d6 lien hanh cac hoat dOng 'cue tien huang muc tieu va cac dich vu qua mpg huong toi thoa man nhu eau cua khach hang." Ye ca ban, marketing dien tir duac hieu la cac hoat dOng marketing dugc lien hanh qua cac phuang tien dien tir va mang vin thong. Trong do, phuang tien dien tir c6 the la may tinh, dien thoai di dOng, Smartpohone con mang vien thOng c6 the la Internet, mpg thong tin di Ong 9 Philip Kotler, Marketing Management, 11 Edition, 2007 I° Joel Reedy, Shauna Schullo, Kenneth Zimmerman, 2000 http://www.davechaffey.com/Internet-Marketing 143 3.1.2. Cdc hinh that plat trim co ban cda marketing din tir Nhin chung marketing dien tir trai qua 3 giai down phat trien: Thong tin: cac hog deng marketing dien tir nham glen thieu, quang ba hinh anh doanh nghiep, san phim dich vu cua doanh nghiep thong qua cac website, catalogue dien Giao dich: cac hoat Ong giao dich true tuyen, to &Ong hoa cac quy trinh kinh doanh, phut vu khach hang tot hcm, thuan lien, an town va hieu qua hcm trong ban le, dich vu ngan hang, thi twang chimg Twang tic: phi hgp, lien ket gift nha cung cap, nha san xuat, nha phan phii thong qua chia se cac he thing thong tin, phii hgp cac quy trinh san xuat, kinh doanh de hoat Ong hieu qua nhat, dien hinh la cac hang san xuat 6' to, may tinh * Nhang hoat d' Ong Marketing dien t r ph6 biin - Marketing true tie') bang e-mail. - Giri thong diep quang coo qua Internet den cac thiet bi dien tir nhu dien thoai di &Ong, fax - Dich vu khach hang thong qua cac cong cu tren web va Internet nhu chat, voice, video conference, net meeting. - Thuc hien dieu tray kien khach hang to Ong bang bang eau hoi tren web. - Dang ky tren cac san giao dich, cong thucmg mai dien - Ti chfrc cac can dan de tim hitu y kien khach hang. - Tir 2009 xuat hien hinh dale Marketing dien tir qua mpg xa hei * So sanh marketing dien tir va marketing truyJn thing CO the khang dinh rang mix tieu cua marketing dien tir va truyen thing khong khac nhau. Jeff Bezos — nguoi sang 14 va ding th6i la chu tich cua Amazon.com , met trong nhung cong ty kinh doanh qua mang hang dau the giai voi doanh se nom 2009 khoang 29 tS , USD da phat lieu rang: "Mgi ding ty deu phai chu trong tad khach hang, huang tai nhu cau cua khach hang tnrac khi de cap tai san pham cua minh, cho dir trong thoi dai cong 144 nghe thong tin hay cac thed dai khac". Doi vori doanh nghiep, invc tieu cua marketing dien tir khong khac vOi marketing truyen thong, deu la doanh se, loci nhuan, thi phan Jeff Bezos ding nhan xet ve Amazon.com nhu sau: "Chang ME khong phai la nha phan phoi sach bao Chang toi sung khong phai la nguoi ban bang dra nhac Chang toi cung khong phai la nhiing nha kinh doanh phim anh Va cung khong phai la ding ty chuyen ban ciciu gia, ma Chfing till la cong ty phut vu khach hang." Dieu nay cho thay, trong thed dai ding nghe thong tin hien nay, marketing dien tir hay truyen thong deu huang tai ding met dei tucmg, do la khach hang. Tuy nhien, marketing dien tir khac vai marketing truyen then 6 hai diem chinh do la: mai truimg kinh doanh va phimng tign thirc hi?n. D6i vai moi tnremg kinh doanh, marketing dien tir tap trong vao cac hog &Ong marketing trong m8i tnr6ng Internet va Web. Den nay marketing dien tir CO the ma rang m8i truong ra cac mpg vien th6ng khac nhu mang thong tin di &Ong nh6 sv hei to cua cac mang vin thong. Ve phucmg tien thvc hien: marketing dien tir sir dung Internet va cac thik bi dien tir nhu may tinh, PDA, dien thoai di &Ong va cac thiet bi dien tir khac. Ban chat cila marketing dien tir khOng khac so vai marketing truyen thong, van nhAin thoa man nhu eau dm khach hang. Tuy nhien, khach hang trong th6i dai ding ngh' thOng tin se co nhimg dac diem khac vai khach hang truyen thong; h9 co thoi quen tiep can thong tin khac vai truyen thong, h9 danh gia cac lva ch9n ve hang He dich vv dva tren cac nguen thong tin mai, hanh deng mua hang khi th%rc hien qua mang ding khac so vai truyen thong. Ban chat marketing khong thay doi, van la met qua trinh trao doi thong tin va kinh te. Marketing dien tir van bao gem tir viec xac dinh nhu eau den lap cac ke hoach marketing h6n h9p dei vai san pham, dich vv, sau do tien hanh va kiem tra de thvc hien cac mvc dich cua t6 chirc va ca than. Tuy nhien, phuong thirc tien hanh marketing dien tir khac vai marketing truyen thong: Marketing truyen thong can rat nhieu cac phuang tien khac nhau nhu tap chi, t6 roi, thu, dien thoai, fax khien cho sv phei 145 hop gift cac bo phan kho khan han, ton nhieu thari gian hail; con marketing dien tir th6ng qua cac mang vin thong, dac biet la Internet, va cac phuang lien dien tir c6 the lien hanh tat ca cac hoat dOng khac dm marketing nhu: nghien ciru thi truamg, quang cao, thu thap 3" , kien phan h6i tir phia ngueri tieu dung, mua sam, san xuk, ban hang, dich vu sau mot cach nhanh chong, hieu qua voi chi phi thAp. 3.1.3. Zhu dilm cfia marketing difn a so yeti marketing truy'dn thong Tac dQ giao dich nhanh han, vi du quang cao qua email, phan ph6i cac san phAm s6 hoa nhu am nhac, game, phAn mem, e-books, ho trg khach hang qua cac forum, netmeeting Thai gian hogt demg lien tuc 24/7/365, to dOng hoa cac giao dich, vi du nhu mua sam ten Amazon.com , mua ye may bay qua mpg tai Priceline.com , dAu gia qua mang teen eBay.com , Phgm vi hogt dfing toan cAu, cac rao can tham nhap thi tnremg co the bi ha thAp, kha nang tier, can thong tin thi tnramg cua cac doanh nghiep va ngtrai tieu dung dugc nang cao. Vi du nhu cac doanh nghiep tai Viet Nam co the tim hieu thi truang Chau Au, My, Nhat thong qua cac website thong tin thi trtrOng Da dgng hda san philm do khach hang c6 the tier) can nhieu san pham, dich vu ham ding thari nha cung cap ding CO kha nang ca biet hoa (customize) san phAm phi' hop voi cac nhu cAu khac nhau cua khach hang nha kha nang thu thap thong tin ve khach hang qua Internet a clang ham, vi du de mua may tinh, khach hang co the tham khao cac san phAm cua nhieu nha san xuAt khac nhau thong qua website ho, so sanh gia ca., thong s6 ky thuat Tang cwang quan hg khdch hang nha kha nang tuang tac, chia se thong tin gifta doanh nghiep voi khach hang cao han, dich vu tot han, thad gian hoat dgng lien tuc 24/7 thong qua cac dich vu truc tuyen, cac website can clan, FAQs Tlf dfing hoa cac giao dick thong qua cac phAn mem thuang mai dien tit (shopping cart), doanh nghiep co the phuc vu khach hang tot han voi chk lugng dich vu on dinh han. 146 3.1.4. Tcic citing ciia thirang mgi dien tir din hogt (ging marketing Nghien cuu thi tririmg: MOt mat thucmg mai dien tir hoan thien, nang cao hieu qua cat hoat dOng nghien cuu thi truang truyen th6ng, mot mat tao ra cac hoat dOng mai giirp nghien cuu thi tnrang hieu qua han. Cac hoat dOng nhu phong van theo nhom, phong van sau dugc flux hien true tuyen thong qua Internet; hoat dOng dieu tra Wang bang cau hoi dugc thuc hien qua ding cu ten nen web tien lgi, nhanh va chinh xac han. Hanh vi khach hang: Hanh vi khach hang trong thuang mai dien tir thay d6i nhieu so voi trong thuang mai truyen th6ng do d4c thir cua moi tnramg kinh doanh mai. Cac giai down xac dinh nhu cau, tim kiem thong tin, danh gia lua ch9n, hanh dOng mua va phan img sau khi mua hang deu c6 the bi tac d'6ng bed Internet va Web. Vi du: Mo hinh AIDA ten Amazon.com + Attention: Website phai thu but Ru chir y cua nguai xem (dep, an Wang, thAm my cao). + Interest: Website cung cap cac san phArn, dich vu, thong tin phir hop nhu cau khach hang muc lieu. + Desire: Website c6 cac bien phap )(ire lien de tao mong muOn mua hang nhu giam gia, qua tang. + Action: Form mk dep, tien 19i, an toan de khach hang thuc hien giao dich de clang. Phan doyn thi truiing va thi truing muc tieu: Cac tieu chi a 11 : za chon thi tnramg muc tieu dua vao tu6i tac, giai tinh, gido due, thu nh4p, vimg dugc b6 sung them bOi cac tieu chi d4c biet khac cua Thuang mai dien tir nhu mire d6 sir dung Internet, thu dien tir, cac dich vu tren web Vi du. Cac website game online va Cars online tap trung vao cac nhom khach hang khac nhau. Dinh vi san phim: Cac tieu chi de dinh vi san phAm ding thay doi tir gia re nhAt, chAt lugng cao nhAt, dich vu tot nhAt, phan ph6i nhanh nhAt dugc b6 sung them nhcmg tieu chi cira rieng thuang mai dien tir nhu nhieu san phAm nhAt (Amazon.com ), dap img moi nhu cau cua ca nhan va doanh 147 nghiep (Dell.com ), gia thap nhat va dich vu tot nhat (Charles Schwab, website: Sehwab.com ) Cac chitin hive marketing him hqp: Ben chinh sach san pharn, gia, phan phei, xuc tien va ho trg kinh doanh ding bi tac Ong cua thuang mai dien tir. Viec thiet ke san pham mai hieu qua han, nhanh han, nhieu y tuang mai han nher su phi hop va chia se thong tin gala nha san xuat, nha phan phei, nha cung cap va khach hang. Viec dinh gia cling chiu tac Ong dm thuang mai dien tir khi doanh nghiep tiep can dugc thi truOng town cau, Ong then dei thu canh tranh va khach hang cling tier, can dugc nguen thong tin toan eau doi hei chinh sach gia town cau va nOi dia can thay d6i de c6 su thong nhat va phiz h9p Oita cac thi tnremg. Viec phan phi dei von hang hoa hau hinh va vo hinh deu chiu su the deng cua thuang mai dien tir, dei von hang hoa hau hinh qua trinh nay dugc hoan thien han, nang cao hieu qua han; d6i von hang hoa vo hinh, qua trinh nay dugc thuc hien nhanh hat han so vai thuang mai truyen thong. Dac biet hoat dung xiic lien va ho trg kinh doanh c6 su tin bo vugt bac nha tac dung cua thuang mai dien tir vai cac hoat deng mai nhu quang cao tren website, quang cao bang e-mail, dien dan cho khach hang teen mang, dich vu ht; trg khach hang 24/7/365 3.1.5. MO't so di'du kien can di eip dung marketing dien tit thanh cong Ben canh cac dieu kien chung ve ca so vat chat, ky thuat va phap ly, de dp dung marketing dien tir can c6 met se dieu kien rieng nhu: Thj truang: D6 IA nhan th*c cua khach hang &Si vai thuang mai dien tir va ty le nguai sir dung va chap than Internet. Doi von marketing dien tit (B2C), khach hang can co dieu kien tiep can Internet cling nhu thoi quen mua sam qua mang. Doi von marketing B2B, cac to chirc can nhan thirc duet tam quan trong cua chia se thong tin, phei hqp hoat Ong san xuat va kinh doanh de nang cao hieu qua, giam chi phi va tang cuong nang luc canh tranh. Doanh nghiep: Nhan thirc cua cac to chirc ve tam quan trong va nghia song con cua viec ling dung cong nghe thong tin trong kith doanh, danh gia dugc led ich cua dau to vao marketing dien dr ding nhu danh gia dugc cac nguy ca, hiem hoa neu khong tham gia marketing dien dr. 148 Su phtit trien cat, ale ling dyng marketing tren Internet: hAu het cac hoat dOng marketing deu c6 the ling dung nhang thanh ttru cua ding nghe • thong tin nhu. nghien ciru thi trueng, )(fie tien thuong mai; phat trien san pham mot quang cao; ph6i h9p giira cac ben cung cap, san xuat va phan ph6i. 3.2. irng dung marketing din tir trong doanh nghib 3.2.1. Nghien crru thi truemg qua mgng Trong nghien ciru thi truong truyen th6ng c6 ba phuang phap ca ban la: phong van nhom khach hang, phong van cac chuyen gia (Indepth Interview), va dieu tra bang bang cau hoi. Ca ba phucmg phap nay du co the sir dung mang de trien khai hieu qua va thuan tien han. 3.2.1.1. Phong Win nhOrn khcich hang (Focus group) Theo phuang phap nay, viec phOng van nhom khach hang dugc lien hanh qua mang Internet thong qua cac forum, chat room hoac netmeeting. Hinh thirc phong van nhom khach hang qua mang khac phuc dugc cac nhugc diem cua hinh thirc phOng van nhom khach hang kieu truyen th6ng (vi nhfing nguoi tham gia kh6ng con bi phu thuOc nguoi dieu khien; tranh dugc kha nAng g4'p true tiep m41 d6i mg do do tang str tu do dua ra 3" , Hinh thirc ph6ng van nay con c6 mot s6 uu diem sau: + Thai gian lien hanh: linh hoat hon vi moi nguoi tham gia qua mang Internet. + Dia diem tien hanh: linh hoat, thuan tien, nguoi tham gia khong phai di chuyen den mot dia diem nhat dinh de phOng van nhu tnr6c day. + Th6ng tin thu thap dugc: nhieu han, do cac thanh vien tham gia co the suy nglif dOc lap khi phong van. Tuy nhien, hinh thirc nay cling co mot s6 han che . nhu: + Tinh chan thuc: MI6 theo d'Oi dugc tinh chan thtrc dm thong tin dugc dua ra trong phOng van do nguiYi phOng van va nguoi dugc phong van khong true de) doi mot. + Yeu cAu kyr thuat: can c6 nhtmg phan mem img dung chuyen dung de hO trg nhu hOi thao truc tuyen (video conferencing), dien dan (forum) hoac giao tiep qua mang (message chat, voice chat). 149 + Tien dO thuc hien phOng van: cham ham do khong c6 tac dOng va dieu khien true tiep cua ngueri phong van den cac thanh vien tham gia phong van. 3.2.1.2. PhOng van cac chuyen gia (Indepth Interview) Hinh thirc nghien ciru thi twang ca ban thin hai la phong van cac chuyen gia, hinh thirc nay cfmg ducc ap dung hieu qua han nher img dung cong nghe th8ng tin. Theo hinh thirc nay, cac chuyen gia dugc meri tham gia phong van qua mang. Nguai dugc phong van dua ra cac cau hoi qua mang cho cac chuyen gia va nhan dugc cac giai dap ciing qua mang. Han nita. cac chuyen gia c6 the tham khao y kien cua nhau de dua ra cac thong tin thiet thirc nhat. Hinh thirc nay c6 the dugc trien khai qua cac img dung nhu nhom thu dien to (e-mail group), chatroom hoac hop true tuyen (netmeeting). Vol cac 1mg dung qua mang, hinh thirc nghien ciru thi truerng nay c6 mot s6 uu diem nhu: + Tap trung dugc nhieu cau hoi to phong van vien va ngueri theo d'Oi. + CO the ket hop de phOng van dugc &Ong thoi nhieu chuyen gia. + Thong tin chi tiet do cac chuyen gia c6 thei gian suy nglif trong qua trinh phong van va dugc tham khao nhieu y kien cua cac chuyen gia lchac. 3.2.1.3. Dieu tra bang Bang cau h6i qua mang Day la hinh thim nghien cuu thi truemg de lay thOng tin dinh lugng quan trong nhat. Dieu tra bang bang cau hoi truyen th6ng thuong gap m6t s6 han the ve di lai, phan ph& bang cau hoi, nhap dit lieu. Ong dung dieu tra bang bang eau hOi qua mpg gop phan han the dugc cac nhugc diem nay. Cu the: + Viec giri bang cau hoi qua mang nhanh han, tiet kiem then gian. + Viec sir dung website thu thap du lieu giam chi phi nhap dir lieu truerc day. + Thong tin tra l07 chinh xac han do nguai dugc phong van to tra loci trirc tiep bang each dien vao bang cau h6i (questionnaire form) teen cac website. + Pham vi dieu tra rOng do ngueri dugc ph6ng van c6 the truy cap bang cau WA qua Internet. 150 Tuy nhien, cling nhu hai hinh thirc teen, viec diau tra bang bang cau heri qua mang cling có han the that dinh, da. 'c Net la mix dO phan h6i thap nau khong có cac bien phap 118 trg, khuyan khich dOng vien ngu6i dugc phong van tham gia. Doanh nghiep co the trian khai mot s6 hinh thirc nghien ciru thi truing qua mang nhu sau: + Sir dung cac bang cau hoi tich hop vao cac trang web de thu thap thong tin. + Truc dap thu nhan y kien khach hang thOng qua cac mau phan h6i thong tin (feedback form) dat tren website cira doanh nghiep. + Thong qua cac phAn mem theo dai qua trinh khach hang duyet web cira doanh nghiep de tim hiau hanh vi cua khach hang trong giao dich. 3.2.2. Phdn Itch hank vi mua siim cfia khdch hang qua ming ThOng qua cac phAn mam chuyen dung tich hop teen website ban hang, doanh nghiep co the thu thap thong tin va phan tich hanh vi mua sArn cua khach hang, tir do tra 16i dugc cac cau heri nhu: Khach hang xem hang gi? Khach hang mua hang gi? Mat hang gi xem nhung khong mua? Nhimg mat hang gi dugc mua cling voi nhau? Quang cao nao dugc xem nhiau hcm? Quang cao nao dugc xem nhieu nhung kh8ng ban dugc hang? Mat hang nao it dugc xem, it dugc mua? Cac mat hang thay the? MIMI hang of) b6i rot khi có qua nhiau kra chon khong? CO san phArn nao khOng dugc xfic tien khOng? San phAin CO dugc mo to chi tit khong? Thong qua nhu ng cau tra 16i, doanh nghiep co the hoach dinh chitin lugc marketing chinh xac han. Nhang ling dung nay thuang dugc gAn trong cac phAn mam phan tich dir lieu (data mining). Viec phan tich qua trinh mua hang dm khach hang la van de dac Net 151 quan trong d6i voi marketing. Qua do, nguoi kinh doanh c6 the dua ra cac guy& Binh tac dOng hiau qua nhk den timg giai doan nh'am huOng khach hang mua san phAm, dich vu cua minh. Cu the: Giai do#n "xfic dinh nhu au ": Web va Internet c6 the truyan tai thong tin den khach hang mot cach hiau qua de tac dOng den nhu cau cua khach hang. Giai doan "tim kiem thong tin": khi khach hang c6 nhu du, can tim kiam thong tin va san pham, dich vu; Web va Internet co the nhanh chOng cung cap nhiau thong tin can thiat ve san phAm, dich vu cua nhiau nha cung cAp cho khach hang. Giai do#n "danh gia cac Iva chyn ": Web va Internet cong cung cAp nhiau ngu6n thong tin de khach hang tham khao, danh gia xem lua chon va san phAm, dich vu nao phii hop nhAt, co the dap img tot nhAt nhu cau cua minh. Giai do#n "hanh dOng mua ": thong qua Web vb. Internet nguai ban co the tin hanh nhiau hoat dOng khuyen mai a dAy nhanh hanh dOng mua hang dm khach hang. Giai do#n "phin ung sau khi mua ": thong qua Web va Internet cac dich vu ho trg khach hang ding dugc flan hanh hiau qua de tang cutmg quan he voi khach hang. 3.2.3. Phan dogn thi trwang trong marketing din tir MOi doanh nghiap thutmg khong du kha nang ve tai chinh, cong ngha cong nhu nang luc san xuAt de" dap img tat ca cac nhu cau tren thi trutmg. Ben canh do, luon c6 su canh tranh gift cac doanh nghiap trong cong mOt nganh hang. D6 dO, doanh nghiap thu?mg nham ten mOt ph&'n thi trtreng de dap img tot va hiau qua km. Trong nhang phan doan thi tn.rong, khach hang co nhang dac diem tucmg d6i gi6ng nhau nhu thu nhap, giOi tinh, trinh dO hoc van, thoi quen mua Day la diau kin de doanh nghiap co the ap dung cac chien lugc marketing tucmg d6i deng nhAt. Vic phan doan thi tnrikig giup doanh nghiap ch9n ducic doan thi truang phi' hop nhAt, co nhiau kha nang thanh cong nhat de tin hanh cac hoat dOng kinh doanh. 152 [...]... cua nhang vu tan ding qua mang tang tir 22 .000 vv nam 20 00 len den 82. 000 vu nam 20 02, va con se nay cao gap 20 lan so voi con s6 nan nhan nam 1998 Nam 20 04, Uy ban Thucmg mai lien bang My nhan dirge 20 5.568 dan khieu nai lien quan den gian tan Internet ( 53% trong tong s6 cac dam kien ve gian Fan) va thiet hai tir cac vv lien quan an gian Ian qua Internet len tai 26 5 trieu USD De dei pho vOi tinh tang... lugc marketing trong marketing hang loat (mass marketing) va marketing ca Net tai timg Ichach hang (one-to-one marketing) 10 Neu cac cach thirc ma doanh nghiep thuang mai dien tir tin harsh de quang bd website cua ding ty Thuat ngfr Marketing din tir: qua trinh lap ice hoach ve san phAm, gia, phan phi va xuc lien d6i vai san phAm, dich vv va y tuang de dap img nhu au cila t6 chirc va ca nhan - dua... dung, mac dit ty le chua cao Ve chi phi cho hoat dOng E -marketing, phAn lon doanh nghiep (chi& 45%) chi duoi 5% cua doanh s6 ban hang, 28 % doanh nghiep chi tir 5-1 0% doanh so ban hang Nhu vay, phan lan cac doanh nghiep xuAt nhap khAu chi [ 12] http://www.chungta.com/Deslctop.aspx/CNTT-VT /Marketing TrucTuyen/Ouang cao online Vietnam 170 cho hoat dOng E -marketing duoi 10% doanh thu ban hang Dieu nay ding... tru?mg flute tieu hoan toan mai Thi twang muc tieu cua Shwab.com lai la thi twang mu rOng ben canh thi truong khach hang giao dich chimg khoan truyen th6ng 3. 2. 4 Ccic chiln luvc marketing dien ter him hQp (E marketing mix) - 3. 2. 4.1 Chinh sach gici trong marketing dien tit Cac chien lugc dinh gia truyen thong thuang can c* vao chi phi, gia cua d6i thit canh tranh, gia ten cac thi trtremg chinh, gia tai... doanh mat hang cong ty dang mem xuat hoac nhap khau Tai mOi website hay tim it nhat 3 cong ty nhu vay va bao cao ket qua tim kiem (ten, dia chi, dien thoai, fax, email, website) 1 72 Cau hal on tap 1 Marketing dien tir la gi? Neu met vai hinh thirc dm marketing dien dr 2 So sanh marketing dien tir vai marketing truyen thong 3 Neu nhung loci ich cua quang cao ten website Cho biet met vai website ph6 bien... tong thi truing cu the - Thong tin ve gia Ca hang hoa - Thong tin hO trg thiet lAp quan he doanh nghiep hang, trg gifip cac ding ty nuac ngoai tiep can vai doanh nghiep trong nuac - Thong tin ve cac hOi chg, trien ram qu6c te, sv kien kinh to tren the giai - Gied thieu cac chao hang, hed hang, cac ca hOi kinh doanh - Thong tin ve van tai hang hoa - Thong tin ve cac ky thuAt marketing qu6c te, tap quan... market place (c6ng B2B) có the tham khao ten Yahoo hoac Google tai cac B2B hay Business Directory - 3. 3 .3 Tim hieu thOng tin thi trw&ng qua So giao djch hang hod tren Internet Sa giao dich hang hod la mOt trong nhung t6 chirc giao dich mua ban hang hod c6 truytn nhAt trong thuong mai voi nhieu ten goi: commodity exchange, commodity market, corn exchange Day la noi nguOi to tien 1 63 hanh cac giao dich... danh gia cua cac doanh nghiep xuAt nhap khAu trong nghien cim not ten, 34 % doanh nghiep cho rang c6 rat it ngu&i sir dung thanh thao ngoai ngir a ding ty minh Ben canh do, 22 % doanh nghiep cho rang ding ty cua ho co nhieu nguoi thanh thao ngoai ngir nhung ding viec cua h9 lai kh8ng lien quan gi tai marketing ding nhu E -marketing Chi co 25 % doanh nghiep cho rang nhan vien kinh doanh cua h9 thanh thao ngoai... img a 3. 4 Phan tich bai tap tinh huOng Bai 1: Chen 1 cong ty, phan tich va danh gia website cua cong ty nay So sanh vai 2 website cling nganh khac (1 tai VN va 1 dm nu& ngoai), danh gia hoat ding Marketing dien tir cua cac website De xuat cac giai phap nang cao hieu qua img dung Marketing dien tir cho cong ty cua Viet Nam Bai 2 Chen 1 cong ty XNK, chin 1 thi truang mac ngoai tiem nang, hay tim 3 website,... GAn 30 % doanh nghiep có kinh nghiem xuAt nhap khAu tren 10 nam Ve loai hinh seY hau doanh nghiep CO 43% la cong ty trach nhiem hitu hart va doanh nghiep to nhan va 57% cac doanh nghiep xuat nhap khAu da CO bO pha'n chuyen trach ve marketing Ve_cac hoat dOng E -marketing da tin hanh, thi 54% doanh nghiep TA' quang cao qua mpg Internet, 45% doanh nghiep thuong xuyen tim kiem khach hang qua mang, 37 % . Churang 3 MARKETING Dim Ti) 3. 1. Tinig quan ye marketing din tir 3. 1.1. Ceic khai nVem co' ban ve E -marketing Marketing da hinh thank tir rat lau cling. Philip Kotler, Marketing Management, 11 Edition, 20 07 I° Joel Reedy, Shauna Schullo, Kenneth Zimmerman, 20 00 http://www.davechaffey.com/Internet -Marketing 1 43 3. 1 .2. Cdc hinh that plat. khach hang giao dich chimg khoan truyen th6ng. 3. 2. 4. Ccic chiln luvc marketing dien ter him hQp (E - marketing mix) 3. 2. 4.1. Chinh sach gici trong marketing dien tit Cac chien lugc dinh gia truyen