Một vài giải pháp Digital Marketing cho Công ty CP Appota Trần Vinh Quang Đại học Quốc gia Hà Nội Ngành: Quản trị kinh doanh; Mã số: 60 34 05 Người hướng dẫn: TS. Trần Đoàn Kim Năm bảo vệ: 2012 Abstract: Marketing can be found everywhere; people are bombarded with television commercials, direct-mail offers and sales calls. Simplified, marketing is only a two-way process, even though four stages can be recognized. These are designing, developing, delivering and determining value. Baines et al. (2008, 17) stresses that a two-way process includes a customer and a marketing organization.In Vietnam perspective to marketing is very different. They emphasize the importance of market segmentation and positioning instead of other features. As can be seen, marketing is a wide and versatile term, which includes many dimensions of business activities. Whatever determination is used, the terms value, customer needs and information are often mentioned. Therefore, when thinking of promotion, which is a vital part of the marketing process, it is good to bear in mind that many features affecton the result.The digital marketing, also known as doing marketing using digital tool base on Internet and Mobile Network is included Online Marketing, Web marketing, Mobile Marketing, Social Media marketing Etc. Keywords: Quản trị kinh doanh; Marketing kỹ thuật số; Công ty Appota; Marketing Content vii TABLES OF CONTENTS AKNOWLEGEMENT i ABSTRACT ii TÓM TẮT iv TABLES OF CONTENTS vii LIST OF TABLES AND FIGURES x ABBREVIATIONS xi INTRODUCTION 1 1. CHAPTER 1 - LITERATURE REVIEW 4 1.1 Overview of marketing 4 1.1.1 Marketing in general 4 1.1.2 Marketing management 4 1.1.3 Shift in marketing management 6 1.2 Digital Marketing 7 1.2.1 Definition 7 1.2.2 The advantages and disadvantages of digital marketing 8 1.2.3 The factors that influence in Digital marketing 10 1.3 Majors marketing tools in digital marketing 12 1.3.1 Email marketing 12 1.3.2 Online advertising 15 1.3.3 Affiliate marketing 18 1.3.4 Viral marketing 20 1.3.5 Social media marketing 22 1.3.6 Search engine marketing 26 1.3.7 Mobile marketing 29 2. CHAPTER 2 - ANALYSIS OF DIGITAL MARKETING SITUATION OF APPOTA JSC 34 2.1 APPOTA‟s introduction 34 2.1.1 General information 34 viii 2.1.2 Products and services 37 2.1.3 Customers 38 2.2 Digital marketing macro-environment analysis 40 2.2.1 Legal – political environment 41 2.2.2 Economics environment 42 2.2.3 Social – cultural environment 42 2.2.4 Technological environment 43 2.3 APPOTA‟s Digital Marketing situation analysis 49 2.3.1 Company factors influencing marketing activities 49 2.3.2 Market factors and trends 50 2.3.3 Future competitors and Appota analysis 501 2.3.4 Current major marketing tools 514 2.4 Evalution of Appota‟s digital marketing 60 2.4.1 Pros 60 2.4.2 Cons 62 3. CHAPTER 3 – SOME DIGITAL MARKETING SOLUTIONS FOR APPOTA JSC 63 3.1 Recommended in major digital marketing tools 63 3.1.1 Online advertising 63 3.1.2 Social media marketing 63 3.1.3 Viral marketing 65 3.1.4 Mobile marketing 66 3.1.5 Market research 67 3.1.6 Management process 67 3.2 Action plan 68 3.2.1 Action plan for each step 68 3.2.2 Budget and other resources 69 3.2.3 Schedule 70 3.2.4 Control and Evaluation 70 3.3 Other suggestions for company 70 ix 3.3.1 Differentiation-Focus to market segment 70 3.3.2 Focus in product‟ development and innovation 71 3.3.3 More suggestions to improve 72 4. CONCLUSION 77 REFERENCE 79 APPENDIX 1 SAMPLES OF WEEKLY CONTENTS PROVIDED TO APPOTA USERS 80 79 REFERENCE BOOKS 1. Kotelnikov, Vadim, “Sustainable competitive advantages, How to survive against your competition over a long period of time”, Ten3 Business e-Coach, Business Coach. 2. Kotler, Philip, “Marketing Insight from A to Z – 80 concepts every manager needs to know”, John Wiley & Son, 2003, P.171 3. Stoke, Rob, “eMarketing – the essential guide to online marketing”, Quirk eMarketing (Pty) Ltd., 2008, 2 nd edition, pg.71, pg.258-259 4. National Steering Committee on CTI and Ministry of Information and Communication, White Book 2011 - Information Data on Information and Communication Technology Vietnam 2011, Information and Communications Publishing House, 2011, pg.33, pg.35, pg.47, pg.51 5. Vietnam Smartphone Operating System Share (GFK report, Q2 2012) WEBSITES 1. http://socialtimes.com/gangnam-style-guinness-world-record_b105247 2. http://www.thatericalper.com/2012/11/12/photo-20-years-later-all-these-things- now-fit-in-your-pocket/ 3. http://fi.co/posts/646 4. Google Analytics counting 5. APPOTA . Một vài giải pháp Digital Marketing cho Công ty CP Appota Trần Vinh Quang Đại học Quốc gia Hà Nội Ngành: Quản. Network is included Online Marketing, Web marketing, Mobile Marketing, Social Media marketing Etc. Keywords: Quản trị kinh doanh; Marketing kỹ thuật số; Công ty Appota; Marketing Content vii. advantages and disadvantages of digital marketing 8 1.2.3 The factors that influence in Digital marketing 10 1.3 Majors marketing tools in digital marketing 12 1.3.1 Email marketing 12 1.3.2 Online