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B O IH -o0o - N T T NGHI P N CHI CHO D CH V S A CH C PH C MARKETING C HI NH : A18345 QU N TR MARKETING I 2014 B O IH -o0o - N T T NGHI P N CHI CHO D CH V S A CH C PH C MARKETING ng d Tuy t c hi nh : A18345 Qu n tr marketing I 2014 Thang Long University Library L IC n nh L n t t nghi tr t b ng d li c p s d ng k n t t nghi c hi uc h i ng c mv l nh Thang Long University Library M CL C C TV C MARKETING TRONG DOANH NGHI P D CH V 1.1 T ng quan v marketing d ch v 1.1.1 .1 1.1.2 ch v .1 1.1.3 1.2 a marketing Chi 1.2.1 1.2.2 c marketing cho d ch v m chi c marketing T m quan tr ng c a chi c marketing 1.2.2.1 S c n thi t ph ng chi c marketing 1.2.2.2 a chi c marketing 1.3 ng chi c marketing 1.3.1 ng marketing 1.3.2 n th a ch n th ng m 1.3.2.1 n th ng .9 1.3.2.2 L a ch n th 1.3.3 L a ch n chi 1.3.4 ng m 10 p .11 17 1.3.4.1 1.3.4.2 1.3.4.3 .17 19 21 1.3.4.4 1.3.4.5 23 24 1.3.4.6 1.3.4.7 24 25 26 26 .26 27 .28 31 34 .34 34 35 36 37 45 45 46 48 48 48 48 3.2.2 P 49 49 49 49 51 .54 56 59 59 61 3.2.5.5 Quy t 63 63 67 70 Thang Long University Library DANH M B NG BI t qu ho B ng 2.2: B TH ng s n xu C - 2013 34 a m t s d ch v 40 nh chi c marketing n Ansoff 18 i d ch v 22 b ch c qu 29 ch v s a ch 43 ch v 39 L IM U Trong n n kinh t n xu n hi n nay, m i doanh nghi ch v c ti p n l n nh t t o c a c i v t i M i doanh nghi p kinh doanh m t lo i c ho th c a ch th ng B i m t nh p ph t o nh nh tranh v nghi p c c c a n n kinh t th ng v n cm c t n kinh i th c ct th i doanh nghi p b t bu c ph ng k ho i hi u qu cao nh t M t nh ng bi cao hi u qu kinh t p ph t c n ph i ho pv ib marketing v c tr n l c cho h cl l is i s d tri n hi cm t chi c t th c hi n nhi m v nh t ng bi n chuy n v i t nm tb c s ng c a t nh ng nhu c u s ng thi t y u c a di chuy n, v n chuy n V a Vi r t l n Vi t Nam (VAMA), th v a hi p h ng d t t i Vi t Nam s t 125.000 chi nh p kh ng th y r u ki n xu r t m nh m ng 14% so v n ch y i ng c a c c u ts ung, nh n th y nhu c u v s d nh ng doanh nghi p kinh doanh d ch v s a ch a, b uv n nh t nh t M t nh ng doanh nghi ng kinh doanh lo ch v ph ph c thu c nhu c u c t Vinacomin Thang Long University Library a ch a b xe t i l n nh n ch n l ng b ng s a ch a, b ng nhu c u thi t y u ym kinh doanh v od ng Nh n th : ng v i vi c ch xu t, gi c bi ph ng nh o n p c ho ng c nh tranh u tv nh ng l i th , nh c kinh doanh d ch v s a ch p thi t th m t chi c nh ng h n ch ph n m nh m v th doanh nghi M c ch c t m quan tr ng c a v n chi c marketing cho d ch v s a ch ph lu n t t nghi p c t i xe ca, c v cho vi c v n t xu sung m r lo i ch ng ng chi c marketing, t i, nh ng h n ch n t i xu t m t s gi i p t n nh n ph nv cc u qu nh t ng u u nh ng ho u h th ng chi ng s d c k t qu nh cho d ch v Ph Ph t ch p c marketing c t h n l i chi c marketing i hi u qu p nh u ph a ch - Qu ng Ninh) Ph m vi th l i nhu t qu ho ng th i gian t Ph m vi n N i dung c ng s n xu t kinh doanh, doanh thu, nn u v ho c marketing c a c ng ng kinh doanh, ho sau: ng tv c marketing doanh nghi p Th c tr ng ho ng s n xu ty c ph n chi s a ch c marketing cho d ch v ph Thang Long University Library : ng - : 10 - autonet.com.vn, vietnamcar.com, vnexpress.net g , vnexpr C - 64 Thang Long University Library - - B ng 3.1 M c gi i Gi i nh t u gi N i dung gi Tour du l ng ng t tr Gi ng tri n tho i Samsung Galaxy S2 tr ng Gi i ba Gi i khuy n s a ch a tr T ng tr b S gi i 01 ng 04 u 30 ng xe mi ng - - + + + + + + ty 65 200 520 tri ng Silver Card) Golden Card) - - - - - - - - - - - 150 km km 2.4 - - - m tham gia Offroad RFC Marketing t - 66 Thang Long University Library - - d sau: mong m tra xe 67 - C - cho - giao - - 68 Thang Long University Library - -5 - 3.2 , cho 69 (logo, slogan, , name card + v + + + 70 Thang Long University Library - Name card: 8.8x5.3cm - Website: K 71 nh 72 Thang Long University Library Questionaire ID Nam 2 C Ng c Thang Long University Library g K 5 5 5 5 5 g ty ? Cao 4 ? 5 Thang Long University Library 5 5 5 5 Ti ng vi t n (2012), n tr marketing, tb n i h c Kinh t qu .74 Tuy t (2013), n tr marketing, tr.22, tr.25 Kevan Scholes, b n Th c doanh nghi Philip Kotler (2000), tr.192 u d ch), u d ch), t b n Th t tr.8, Tr c n http://www.vinacomin.vn/vi/news/Tin-tuc-Vinacomin/Bi-quyet-thanh-cong-cua-Cokhi-o-to-Uong-Bi-4502.html, 7/4/2010 ph - u qu : http://tapchicongthuong.vn/cong-ty-cp-o-to-uong-bi-3-bi-quyet-de-dau-tu-hieu-qua20130419090919103p23c301.htm, 16/3/2011 Y u t s a m t gara s a ch : http://nhanh.net.vn/tin-tuc/yeu-to-songcon-cua-mot-garage-sua-chua-oto, 26/8/2013 ng d ch v a c doanh nghi p s n xu Vi t Nam: http://doc.edu.vn/tai-lieu/de-an-nang-cao-chat-luong-dich-vu-sau-ban-hangcua-cac-doanh-nghiep-san-xuat-o-to-viet-nam-32544/, 3/2/2014 10 Honda Vi t Nam ng d ch v : http://vnexpress.net/tin-tuc/otoxe-may/thi-truong/honda-viet-nam-nang-cao-chat-luong-dich-vu-2394743.html, 15/2/2014 11 M t s u tham kh Thang Long University Library