Luận văn Thạc sĩ Hoàn thiện hoạt động Marketing mix nhằm thu hút khách du lịch châu Âu tới Việt Nam

B O IH C Mai Thanh Long N HO LU NG MARKETING MIX NH I VI 2016-2020 KINH DOANH i 2015 N B O IH C Mai Thanh Long N HO LU NG MARKETING MIX NH I VI 2016-2020 N KINH DOANH : QU N TR KINH DOANH : 60340102 NG D N KHOA H C : GS.TS Nguy n Kh c Minh i 2015 Thang Long University Libraty Nh ng n i dung Lu n ho marketing mix nh i Vi t Nam giai n 2016-2020" d n tr c ti p c a Th c hi - is c thu th u ch ;M Lu b nh T ng Nguy n Kh c Minh li u, b ng bi u Lu c ng m nh Mai Thanh Long M Kh Nguy n ng d n tr c ti p, truy ng marketing mix du l t nh v ng ng d ng th c ti n c a B ng nh ng ki n th t nh ng v ng m c n lu E ih c nh ng ki n th c c n thi t, b u, th o v lu u ki n cho ng./ Thang Long University Libraty M CL C 2 2 I 1.1 1.1.1 1.1.2 K 1.1 1.1 1.1 1.1 1.1 1.2 1.2.1 1.2.2 1.2 1.2 1.2 1.2.4.2 .11 1.2 12 1.2 13 1.2 13 1.2 15 1.2 h t ng 1.2.5 n ho ng Marketing mix du l ch 1.2 .17 1.2.5.2 17 1.2.5.3 ng 17 1.2.6 ch du l ch 1.2.6.1 1.2.6.2 1.3 n ho ng Marketing mix 18 18 .19 20 21 2.1 21 2.1.1 21 2.1.2 22 2.1.2.1 22 2.1.2.2 23 2.1.3 25 2.1.3 25 2.1.3.1 25 2.1.3.1.2 26 2.1.3.2 27 2.1.3.2.1 27 2.1.3.2.2 28 2.1.3.2.3 28 2.1.3.2.4 29 2.1.4 29 2.1.4.1 31 2.1.4.2 Malaysia 32 2.1.4.3 32 2.1.4.4 33 2.2 34 2.2.1 -2015 34 2.2.2 35 2.2.3 36 2.3 -2015 37 2.3.1 37 2.3.2 45 2.3 47 2.3.4 49 Thang Long University Libraty 2.3.4.1 49 2.3.4.2 50 2.3.4.3 Marketing online 52 2.3.4.4 .54 2.3.5 .56 2.3.6 .60 2.3.7 62 2.3.7.1 62 2.3.7.2 63 2.4 65 2.4.1 65 2.4.2 65 2.5 66 -2020 67 67 67 .68 69 .70 3.1 3.1.1 3.1.2 3.1.3 3.1 3.2 3.2.1 3.2.2 3.2 3.2 3.2 3.3 3.3.1 3.3.2 3.3.3 3.3.4 3.3.4.1 3.3 71 71 73 73 74 .75 -2020 76 76 78 83 84 84 85 3.3.4.3 Marketing online .86 3.3 88 3.3.5 89 3.3.6 91 3.3.7 91 3.3 91 3.3 93 3.4 94 95 96 Thang Long University Libraty 2.1: Bi u u t ch c c a T ng c c Du l ch 2.2: mv 23 ch c a m t s qu c gia 52 Bi u 2.3: ng tr c ti p t 2008-2013 57 Bi 2.4: T l Bi 2.5: ch Vi ng v 59 -2012 62 B ng 2.1: X p h ng doanh thu du l c B ng 2.2: S li 30 i Vi t Nam t 2012-2015 34 B ng 2.3: Doanh thu t ch qu c t n Vi n 2010-2014 37 B ng 2.4: Ch ch qu c gia t B ng 2.5: -2015 44 n cao c p Vi 2013 48 B ng 2.6: Th h B ng 2.7: Ngu ul 53 c du l ch Vi n 2008-2013 56 B ng 2.8: Ngu i lao ng 57 B ng 2.9: B ng 3.1: S n ph m du l ch tr n 2008-2014 62 a Vi nh 80 B ng 3.2: S n ph m du l ch tr nv n 81 SWOT : Strengths, Weakness, Opportunities, Threats UNWTO : The United Nations World Tourism Organization i : Gross Domestic Product GDP ISO : International Organisation for Standardisation T ch c chu n qu c t Marketing mix: Thang Long University Libraty b Long - - - - - 82 Thang Long University Libraty 3.3 - - - :Q i 83 - - 3.3 3.3.4.1 84 Thang Long University Libraty -2020, - - Travel and Leisure, Lonely Planet - 3.3.4.2 B2B (Bussiness to Bussiness): - 85 - B2C (Bussiness to Consumer): - - 3.3.4.3 Marketing online (e-marketing) marke 86 Thang Long University Libraty rang tin 87 3.3.4.4 - - - 88 Thang Long University Libraty 3.3 - - - - s - 89 - - - - - 90 Thang Long University Libraty 3.3 - - - 3.3 3.3.7.1 91 - - - c - - 92 Thang Long University Libraty 3.3.7.2 -Q - - Transportation - 93 3.4 - 94 Thang Long University Libraty marketing I (2) G (1) S (4) Qua nh ng II, ng th nh ng m t m nh, m t my m h n ch c marketing mix c a du l ch Vi gia khu v ti ch Vi c n r t non tr ng gi h n ch , kh c ph c nh v n 2010-2015 So v gi cs c ng mm my nh tranh khu gi i v nd tri n c t, qua nh th c tr ng ch Vi t Nam, qua nh ng d III xu v marketing mix nh i Vi V ng c a qu c t , n, lu y m nh vi c thu n 2016-2020 c nh ng gi i ph kh c ti n c a du l ch Vi t Nam giai n hi n nh ng h n ch v u, v th i cs th c ti n, lu c hi n R t mong nh i ng thi cs y, n Lu 95 U THAM KH O u ti ng Vi t PGS TS Nguy nh, PGS TS Nguy ch i h c Kinh t qu Gi o- Chi (Quy Chi n du l ch Vi nh s 2473/ 2020, t - a Th ) c Marketing du l ch Vi ch Lu t Du l ch s a Qu c h i hi n chi Vi - ch Qu c t : Tr Gi t Nam t n ng ch qu c t Nh t Minh - : c Thao u ti ng Anh Philip Kotler (1967), Marketing Management: Analysis, Planning, and Control, Englewood Cliffs, N.J.: Prentice-Hall World Travel & Tourism Council - Travel & Tourism - Vietnam Economic Impact 2014 Website T ng c c Du l ch: vietnamtourism.gov.vn Website th Google search: www.google.com.vn 96 Thang Long University Libraty