Hiệu quả hoạt động Online marketing của Hệ thống Anh ngữ quốc tế EZ Learning - chi nhánh Huế

I HC HU TRNG I HC KINH T KHOA QUN TR KINH DOANH u . t H KHểA LUN TT NGHIP I HC h HIU QU HOT NG ONLINE MARKETING in CA H THNG ANH NG QUC T Tr ng i h cK EZ LEARNING CHI NHNH HU Sinh viờn thc hin Giỏo viờn hng dn Lấ TH DIU HNG TS NGUYN TH MINH HềA Lp: K46B QTKD Tng hp Khúa hc: 2012 - 2016 Li Cõm n Tr ng i h cK in h t H u Trong quỏ trỡnh thc v thc hin khoỏ lun tt nghip ny, em ó nhn c rỗt nhiu ngun ng viờn v giỳp to ln t nh trng, thổy cụ, bọn bố, cỏc anh ch lm vic tọi H thng Anh ng quc t EZ Learning - chi nhỏnh Hu, v gia ỡnh Trc ht, em xin by tụ lũng kớnh trng v bit n n Ban Giỏm Hiu nh trng, khoa QTKD cựng ton th giõng viờn trng ọi hc Kinh T - Hu ó truyn ọt cho em nhng kin thc chuyờn mụn quý giỏ v cú ớch cuc sng Em xin chồn thnh cõm n lónh ọo v nhồn viờn H thng Anh ng quc t EZ Learning - chi nhỏnh Hu ó tọo iu kin v nhit tỡnh giỳp em sut quỏ trỡnh thc tp, ó cung cỗp cỏc ti liu cổn thit cỹng nh giỳp em nm bt tỡnh hỡnh thc t cỷa trung tõm c bit, em xin trồn trng by tụ lũng bit n sồu sc n Tin s Nguyn Th Minh Hũa ó tn tỡnh, dnh nhiu thi gian v cụng sc vic hng dn em hon thnh tt khoỏ lun tt nghip V cui cựng, em xin gi li cõm n chồn thnh n gia ỡnh, bọn bố ó luụn bờn cọnh s chia, ng viờn, giỳp em cú th hon thnh khoỏ lun tt nghip cỷa mỡnh Tuy nhiờn, họn ch v thi gian nghiờn cu cỹng nh kin thc chuyờn mụn nờn quỏ trỡnh thc hin khoỏ lun em khụng trỏnh khụi nhng thiu sút Kớnh mong quý thổy cụ giỏo, nhng ngi quan tồm úng gúp ý kin ti ngy cng hon thin hn Mt lổn na, em xin chồn thnh cõm n! Hu, ngy 05 thỏng 05 nm 2016 Sinh viờn thc hin Lờ Th Diu Hng MC LC MC LC .i DANH MC HèNH NH v DANH MC BIU vi DANH MC BNG vii u PHN 1: T VN 1 Tớnh cp thit ca ti t H Mc tiờu ti i tng, phm vi nghiờn cu .2 Cỏch tip cn, phng phỏp nghiờn cu h úng gúp mi ca ti in PHN 2: NI DUNG V KT QU NGHIấN CU .7 CHNG 1: C S Lí THUYT .7 cK 1.1 C s lý thuyt v truyn th ng Mark ting 1.1.1 Khỏi ni m truyn th ng Mark ting .7 h 1.1.2 Cỏc c ng c truyn th ng Mark ting 1.1.3 M h nh truyn th ng Mark ting 1.1.4 M h nh hnh vi khỏch hng thi i Internet i 1.1.5 Cỏc yu t c n truyn th ng Mark ting 10 1.1.5.1 Quy tr nh truyn th ng 10 1.1.5.2 Xỏc nh i tng mc tiờu ca truyn th ng 11 ng 1.1.5.3 Xỏc nh mc tiờu truyn th ng mark ting 11 1.1.5.4 Thit k th ng i p truyn th ng mark ting 11 1.1.5.5 L a ch n kờnh truyn th ng mark ting 12 Tr 1.1.5.6 Xỏc nh ng n sỏch truyn th ng mark ting cỏc phng phỏp xỏc nh ng n sỏch 12 1.1.5.7 Quyt nh c ng c truyn th ng mark ting 13 1.2 Gii thi u v onlin mark ting truyn th ng tr c tuyn 14 1.2.1 Khỏi ni m v onlin mark ting 14 1.2.1.1 Onlin mark ting - Truyn th ng tr c tuyn l g ? 14 1.2.1.2 c i m v xu hng ca online marketing .15 i 1.2.1.3 i tng truyn th ng ca onlin mark ting .16 1.2.2 Ph n tớch cỏc c ng c th c hi n ca onlin mark ting 16 1.2.2.1 Email marketing .16 1.2.2.2 Qung cỏo trờn mng Onlin v rtising 19 1.2.2.3 SEM Search Engine Marketing, qung cỏo trờn c ng c t m kim u (Search Engine Marketing) 21 1.2.2.4 Mng xó hi 21 t H CHNG 2: HIU QU HOT NG ONLINE MARKETING CA H THNG ANH NG QUC T EZ LEARNING CHI NHNH HU .25 2.1 Tng quan v H thng Anh ng Quc t EZ learning Chi nhỏnh Hu 25 h 2.1.1 Gii thi u v H thng Anh ng Quc t EZ learning 25 in 2.1.1.1 L ch s h nh thnh v phỏt tri n 26 2.1.1.2 Tm nh n, s m nh 27 cK 2.1.2 C cu t chc 29 2.1.3 T nh h nh hot ng kinh doanh ca H thng anh ng quc t EZ learning h chi nhỏnh Hu 30 2.1.4 Sn phm .31 2.2 Hi u qu cỏc hot ng Online marketing ca H thng Anh ng quc t EZ i L arning chi nhỏnh Hu 32 2.2.1 Th c trng cỏc hot ng onlin mark ting ó tri n khai 32 2.2.1.1 Mc tiờu ca cỏc hot ng online marketing: 32 ng 2.2.1.2 Ph n ng n sỏch mark ting: 33 2.2.1.3 Cỏc c ng c online marketing ca EZ Learning Hu 34 2.2.2 Hi u qu cỏc hot ng Online mark ting m H thng Anh ng quc t EZ Tr L arning chi nhỏnh Hu ó th c hi n .39 2.2.2.1 Chng tr nh u ói Sinh nht EZ Learning Hu tui 40 2.2.2.2 Chng tr nh u ói L x u nm trm iu may mn 50 2.2.3 Kt qu iu tra cỏc h c viờn ca H thng Anh ng quc t EZ Learning chi nhỏnh Hu 58 2.2.3.1 c i m ca mu nghiờn cu 58 ii 2.2.3.2 Thng kờ m t mc nhn bit cỏc chin d ch v kờnh truyn th ng ph bin .60 2.2.3.3 Ki m nh giỏ tr trung nh tng th v ỏnh giỏ ca khỏch hng i vi hot ng truyn th ng tr c tuyn qua cỏc thit b s: 64 2.2.3.4 ỏnh giỏ ca khỏch hng i vi c ng c website 65 u 2.2.3.5 ỏnh giỏ ca khỏch hng i vi mc t tr c tuyn th ng qua website hay facebook ca EZ Learning Hu .68 t H 2.2.3.6 Tỏc ng ca onlin mark ting i vi hnh vi v nhn thc ca h c viờn EZ L arning Hu 69 2.2.3.7 Kho sỏt xu hng s dng cỏc kờnh th ng tin onlin ca khỏch hng 71 h 2.2.4 Kt lun 74 in CHNG 3: NH HNG V GII PHP 77 3.1 nh hng 77 cK 3.2 Ph n tớch ma trn SWOT v online marketing ca EZ Learning Hu 78 3.3 Gii phỏp cho cỏc hot ng online marketing EZ Learning Hu 79 h 3.3.1 Gii phỏp v chi phớ mark ting: 80 3.3.2 Th c hi n Online marketing mt cỏch cú chin lc 80 3.3.3 Gii phỏp cho cỏc c ng c Online marketing .80 i 3.3.3.1 Website: 80 3.3.3.2 Email marketing .81 3.3.3.3 Facebook marketing: 82 ng 3.3.3.4 Qung cỏo tr c tuyn .82 PHN 3: KT LUN V KIN NGH 84 Kt lun: 84 Tr Kin ngh 84 2.1 i vi c ng ty ch qun Softech chi nhỏnh Hu: 84 2.2 i vi trung t m EZ L arning Hu: 85 TI LIU THAM KHO PH LC iii DANH MC VIT TT CPI - Cost per Impression giỏ cho mi lt hi n th CPC - Cost per click giỏ cho mi click chut CPA - Cost per Acquisition giỏ cho mi hnh ng xem hay click chut CTR Click Through Rate T l Click u CR - Conversion rate - t l chuy n i PPC Pay per Click cỏch tớnh phớ ng vi c tr tin cho mi click chut t H SEO - Search Engine Optimisation Ti u húa c ng c t m kim SEM - Search Engine Marketing Qung cỏo trờn c ng c t m kim CRM - Customer relationship management H thng qun lý quan h khỏch hng Tr ng i h cK in h KPI - Key Performance Indicators Ch s ỏnh giỏ th c hi n c ng vi c iv DANH MC HèNH NH Trang H nh 1: M h nh v m truyn th ng mark ting H nh 2: H nh minh h a cho m h nh IS S H nh 3: Logo ca H thng Anh ng EZ Learning .25 u H nh 4: M h nh nhng quyn ca EZ Learning Hu .27 H nh 5: S c cu t chc H thng EZ Learning chi nhỏnh Hu 29 trờn w sit t H H nh 6: nh minh h a qung cỏo ann r cho chng tr nh hố mazing Summ r 2016 ỏo dantri.vn 34 H nh 7: H nh nh trang ch ca H thng Anh ng EZ Learning 36 h H nh 8: nh minh h a cho fanpage ca H thng Anh ng EZ Learning chi nhỏnh Tr ng i h cK in Hu .38 v DANH MC BIU Trang Bi u 1: Bi u th hi n lng tip cn t nhiờn v lng tip cn nh tr phớ ca i vit c qung cỏo thỏng 01/2016 ca Fanpage EZ Learning Hu .45 Bi u 2: Bi u th hi n lng tng tỏc vi Fanpage EZ Learning Hu thỏng u 01/2016 46 Bi u 3: Bi u th hi n lng tip cn t nhiờn v lng tip cn nh tr phớ ca t H i vit c qung cỏo thỏng thỏng 02/2016 ca Fanpage EZ Learning Hu 53 Bi u 4: Bi u th hi n lng tng tỏc vi Fanpage EZ Learning Hu thỏng 02/2016 54 h Bi u 5: T l h c viờn v ph huynh c kho sỏt ó tng t m kim th ng tin v in EZ Learning qua internet 60 Bi u 6: Bi u th hi n tn s h c viờn tng truy cp vo w sit EZ L arning 65 cK Bi u 7: Bi u th hi n t l khỏch hng ó tng s dng h nh thc t tr c tuyn 68 h Bi u 8: Mc hi lũng ca h c viờn sau l a ch n EZ Learning Hu (S h c Tr ng i viờn 70 vi DANH MC BNG Trang Bng 1: So sỏnh gia Mng truyn thng v mng xó hi 21 Bng 2: Thng kờ kt qu kinh oanh nm 2015 v quý I nm 2016 30 u Bng 3: Thng kờ cỏc ch s Email marketing ca chng tr nh Sinh nht EZ Learning tui .41 t H Bng 4: Thng kờ cỏc ch s hot ng ca qung cỏo hi n th chng tr nh "Sinh nht EZ Learning Hu tui" 42 Bng 5: ỏo cỏo chi tit t cỏc w sit hi n th qung cỏo 42 h Bng 6: ỏo cỏo kt qu qung cỏo cỏc i vit chng tr nh Sinh nht EZ in Learning Hu tui .44 Bng 7: Thng kờ lng h c viờn sau chng tr nh u ói Sinh nht EZ Learning cK Hu tui 47 Bng 8: Thng kờ ngun th ng tin ca cỏc khỏch hng tim nng tip cn c t h chng tr nh Sinh nht EZ Learning Hu tui .48 Bng 9: Thng kờ cỏc ch s Email marketing ca chng tr nh L x u nm trm iu may mn .51 w ca ch L x u nm trm iu may mn t cỏc trang i Bng 10: ỏo cỏo kt qu chin micro 52 Bng 11: ỏo cỏo chi tit t cỏc w sit hi n th qung cỏo 52 ng Bng 12: ỏo cỏo kt qu qung cỏo cỏc i vit chng tr nh L x u nm trm iu may mn 53 Bng 13: Thng kờ lng h c viờn v oanh thu t chng tr nh L x u nm trm iu may mn .55 Tr Bng 14: Thng kờ ngun th ng tin ca cỏc khỏch hng tim nng tip cn c t chng tr nh L x u nm trm iu may mn 57 Bng 15: C cu mu nghiờn cu 58 Bng 16: ỏnh giỏ nhng kờnh truyn th ng c t m kim v EZ Learning Hu .61 Bng 17: T l c bit n ca cỏc chng tr nh, s ki n ca EZ Learning Hu 62 vii Bng 18: ỏnh giỏ kh nng truyn th ng tin n khỏch hng ca nhng kờnh truyn th ng tr c tuyn .63 Bng 19: Ki m nh One Sample T Test v th ng tin cỏc chin d ch nhn c trờn cỏc thit b s ca EZ Learning .64 Bng 20: Ki m nh One Sample T Test v ỏnh giỏ w sit ca H thng Anh ng u EZ Learning 66 t H Bng 21: Ki m nh One Sample T Test v ỏnh giỏ ca khỏch hng i vi mc t tr c tuyn ca EZ Learning Hu 68 Bng 22: ỏnh giỏ lũng trung thnh ca khỏch hng i vi EZ Learning Hu (%) 71 Bng 23: Bng tn sut v thúi qu n cp nhp th ng tin ca khỏch hng qua cỏc kờnh h th ng tin 72 in Bng 24: Bng tn sut v nhng lý o khin khỏch hng tham gia cỏc chin d ch, cuc thi, i vit ca cỏc oanh nghi p trờn mng hi n 73 Tr ng i h cK Bng 25: Mc ph bin ca cỏc mng xó hi hi n vi khỏch hng 74 viii Khúa lun tt nghip GVHD: TS Nguyn Th Minh Hũa Email t EZ Learning Mu qung cỏo ca EZ L arning trờn cỏc w sit , cỏc trang tin tc nh antri, k nh14.vn, soha.vn, Qung cỏo ca EZ L arning trờn Fac ook Kờnh khỏc vui lũng ghi rừ : cỏc thit s ca EZ L arning? Hon ton kh ng ng Cỏc th ng tin ng nht trờn tt c cỏc kin i phng ti n truyn ng ý cK gin, hi u Kh ng cú ý h Cỏc th ng tin n Kh ng in ý th ng Cỏc th ng tin ng ng t m thy H nh nh i kốm Tr phự hp v thu hỳt Ni ung ch nhn c trờn t H nh /ch ỏnh giỏ nh th no v th ng tin ca cỏc chin h C u 5: u Qung cỏo ca EZ L arning trờn Instagram i vit hay, hp n v thu hỳt SVTH:Lờ Th Diu Hng - Lp K46B QTKD Tng hp ng ý Hon ton ng ý Khúa lun tt nghip GVHD: TS Nguyn Th Minh Hũa C u 6: nh/ch ó tng truy cp vo W sit ca EZ L arning cha? Ri vui lũng tr li c u7 Cha vui lũng qua c u Tiờu ton Kh ng kh ng ng ý c tr nh y, trang trớ hp n, nh n v thu hỳt cK ngi x m Cỏc tin tc, s ki n c tr nh y h rừ rng, thu hỳt Cỏc th ng tin v khúa h c c i ph n loi rừ rng, t m kim Ni kin in Trang W sit cú ý h ng ý Kh ng ung, h nh thc W sit ng thng xuyờn c cp nhp Nhiu chng tr nh qu t ng c th c hi n trờn trang W sit Tr Mc t Onlin trờn W sit ti n ng Th ng tin liờn h d ng, hi u SVTH:Lờ Th Diu Hng - Lp K46B QTKD Tng hp ng Hon t H Hon u C u 7: nh/ch thy trang W sit ca EZ L arning nh th no? ý ton ng ý Khúa lun tt nghip C u 8: GVHD: TS Nguyn Th Minh Hũa nh/ch cú s ng h nh thc t tr c tuyn ca EZ L arning kh ng? t qua mc Chat trờn W sit hay nhn tin, nh lun trờn Fac ook Cú vui lũng tr li c u Kh ng vui lũng qua c u u C u 9: Nu ó tng c t tr c tuyn, anh/ch vui lũng cho it ỏnh giỏ ca Hon ton Cung cp y th ng tin n cn h Th ng tin phn hi nhanh chúng cK Cỏc t viờn tr c tuyn nhi t t nh ng ý Cỏch thc t tr c tuyn ny rt i thun ti n C u 10: nh/ch cú hi lũng th o h c ti EZ Learning? Rt hi lũng ng Hi lũng Cha rừ lm Kh ng hi lũng Rt kh ng hi lũng Tr Kh ng cú ý kin h ng ý Kh ng in kh ng Tiờu t H m nh qua cỏc tiờu sau: SVTH:Lờ Th Diu Hng - Lp K46B QTKD Tng hp ng ý Hon ton ng ý Khúa lun tt nghip GVHD: TS Nguyn Th Minh Hũa C u 11: Vui lũng cho it ý nh ca anh/ch ? Hon ton kh ng Cỏc nhn nh ng ý Kh ng ng ý Kh ng cú ý ng kin ng ý nh t H nhng khúa h c ting ton u T i s ch n EZ L arning cho ý Hon tip theo T i s núi tt v EZ Learning in h vi ngi khỏc T i s gii thi u EZ L arning cK cho n ố, ngi th n h C u 12: nh/ch thng cp nht th ng tin qua nhng kờnh no nht? ỏo in, ỏo i n t, trang tin n ố, ngi th n Tivi i Cỏc trang mng xó hi fac ook, instagram, youtu , ng Mc khỏc vui lũng ghi rừ : ch, cuc thi, i vit ca cỏc oanh C u 13: Lý o khin anh/ch tham gia cỏc chin nghi p? Tr Ni ung thu hỳt, c ỏo Gii thng hp n Tham gia cựng n ố Mang li giỏ tr vt cht cho n th n Mang li giỏ tr tinh thn cho n th n Mc khỏc vui lũng ghi rừ : SVTH:Lờ Th Diu Hng - Lp K46B QTKD Tng hp Khúa lun tt nghip GVHD: TS Nguyn Th Minh Hũa C u 14: nh/ch tham gia nhng mng xó hi no sau y? Facebook Youtube Instagram u Twitter Zalo t H Linkedin Mc khỏc vui lũng ghi rừ : C u 15: Vui lũng úng gúp ý kin ca anh/ch hot ng Onlin mark ting ca EZ h Learning tt hn thi gian ti in Tr ng i h cK Chõn thnh cm n! SVTH:Lờ Th Diu Hng - Lp K46B QTKD Tng hp Khúa lun tt nghip h l GVHD: TS Nguyn Th Minh Hũa B Kt qu ph n tớ h S SS c i m khỏch hng kho sỏt gioi tinh Valid Percent Nam 60 40.0 40.0 Nu 90 60.0 60.0 150 100.0 Total 10 Sinh vien 97 6.7 64.7 cK Hoc sinh Valid Percent h Percent in Frequency Da di lam 100.0 Cumulative Percent 6.7 6.7 64.7 71.3 100.0 43 28.7 28.7 150 100.0 100.0 h Total 40.0 100.0 cong viec Valid Cumulative Percent t H Valid Percent u Frequency $khoahoc Frequencies Responses a Percent Percent of Cases Tieng anh giao tiep 58 32.6% 38.7% Luyen thi Toeic 54 30.3% 36.0% Luyen thi Ielts 16 9.0% 10.7% Luyen thi B1 15 8.4% 10.0% Tieng Anh thieu nhi 12 6.7% 8.0% Tieng Anh thieu nien 23 12.9% 15.3% 178 100.0% 118.7% ng $khoahoc i N Total Tr a Dichotomy group tabulated at value SVTH:Lờ Th Diu Hng - Lp K46B QTKD Tng hp Khúa lun tt nghip GVHD: TS Nguyn Th Minh Hũa Anh/chi dang ki khoa hoc tai EZ Learning thong qua chuong trinh uu dai nao Cumulative Frequency Valid Percent Valid Percent Percent uu dai 45% chuong trinh 57 38.0 43 28.7 uu dai 35% chuong trinh 20/10 10 6.7 khong co uu dai nao 24 16.0 38.0 tuoi" xi dau nam - Tram dieu may 28.7 66.7 6.7 73.3 16.0 89.3 2.0 91.3 4.0 4.0 95.3 2.0 2.0 97.3 2.7 2.7 100.0 150 100.0 100.0 uu dai 25% Sinh vien DH y hoc bong cac chuong trinh 2.0 in h cK uu dai 30% combo he h man" Total t H uu dai 35% chuong trinh "Li uu dai khac 38.0 u "Tung bung don mung sinh nhat Truoc quyet dinh hoc tai trung tam, anh/chi da tung tim kiem thong tin ve EZ Learning thong qua i Internet chua Frequency Valid da tung ng chua bao gio Valid Percent Cumulative Percent 107 71.3 71.3 71.3 43 28.7 28.7 100.0 150 100.0 100.0 Tr Total Percent SVTH:Lờ Th Diu Hng - Lp K46B QTKD Tng hp Khúa lun tt nghip GVHD: TS Nguyn Th Minh Hũa $c2 Frequencies Responses a website, tin tuc 31 10.9% 86 30.3% Email 47 16.5% Nguoi than, ban be 85 Mang xa hoi (facebook, instagram, zalo, ) Truyen hinh, bao chi Quang cao ngoai troi (banroll, logo 11 Total h a Dichotomy group tabulated at value 57.3% 31.3% 29.9% 56.7% 1.1% 2.0% 3.9% 7.3% 21 7.4% 14.0% 284 100.0% 189.3% cK cong dong in Cac chuong trinh, su kien, hoat dong 20.7% h thuong hieu, poster, ) Percent of Cases t H $c2 Percent u N a Responses N Percent Percent of Cases Tung bung don mung sinh nhat tuoi 83 30.3% 57.2% Li xi dau nam - Tram dieu may man 87 31.8% 60.0% Tieng anh he ban tru - Amazing Summer 56 20.4% 38.6% 20 7.3% 13.8% 28 10.2% 19.3% 274 100.0% 189.0% ng $c3 i $c3 Frequencies Khoanh khac yeu thuong - mon qua tang me Da tiec giang sinh va chao don nam moi Total Tr a Dichotomy group tabulated at value SVTH:Lờ Th Diu Hng - Lp K46B QTKD Tng hp Khúa lun tt nghip GVHD: TS Nguyn Th Minh Hũa $c4 Frequencies Responses N Website cua EZ Learning Facebook cua EZ Learning Email tu EZ Learning Mau quang cao cua EZ Learning tren cac website, cac trang tin tuc Quang cao cua EZ Learning tren 26 9.6% 17.7% 120 44.1% 81.6% 50 18.4% 23 8.5% 48 Facebook Quang cao cua EZ Learning tren 272 in Total cK a Dichotomy group tabulated at value 34.0% 15.6% 17.6% 32.7% 1.8% 3.4% h Instagram u a Percent of Cases t H $c4 Percent 100.0% 185.0% One-Sample Statistics 5.1 Cac thong tin don gian de hieu h N 5.2 Cac thong tin dong nhat tren tat i ca cac phuong tien truyen thong 5.3 Cac thong tin de dang tim thay 5.4 Hinh anh di kem phu hop va thu hut ng 5.5 Noi dung bai viet hay, hap dan Std Deviation Std Error Mean 150 3.86 875 071 150 3.73 816 067 150 3.75 853 070 150 3.85 806 066 150 3.67 783 064 Tr va thu hut Mean SVTH:Lờ Th Diu Hng - Lp K46B QTKD Tng hp Khúa lun tt nghip GVHD: TS Nguyn Th Minh Hũa One-Sample Test Test Value = 95% Confidence Interval of the Mean Difference 149 052 -.140 -.28 00 -4.000 149 000 -.267 -.40 -.13 -3.638 149 000 -.253 -.39 -.12 -2.229 149 027 -.147 -.28 -.02 149 000 -.333 -.46 -.21 tim thay 5.4 Hinh anh di kem phu hop va thu hut 5.5 Noi dung bai viet hay, h hap dan va thu hut Tr ng i -5.214 h phuong tien truyen thong 5.3 Cac thong tin de dang Upper -1.960 5.2 Cac thong tin dong nhat tren tat ca cac Lower t H de hieu Sig (2-tailed) in 5.1 Cac thong tin don gian df cK t u Difference SVTH:Lờ Th Diu Hng - Lp K46B QTKD Tng hp Khúa lun tt nghip GVHD: TS Nguyn Th Minh Hũa One-Sample Statistics N Mean 7.1 Trang Website duoc trinh bay, trang tri hap dan, de nhin va thu hut Std Std Error Deviation Mean 709 070 7.2 Cac tin tuc, su kien duoc trinh bay ro rang, thu hut 104 3.69 698 068 7.3 Cac thong tin ve khoa hoc duoc phan loai ro rang, de tim kiem 104 3.63 738 072 7.4 Noi dung, hinh thuc Website thuong xuyen duoc cap nhap 104 3.31 1.015 100 7.5 Nhieu chuong trinh qua tang duoc thuc hien tren trang Website 104 3.14 1.056 104 7.6 Muc tu van Online tren Website tien dung 104 3.73 815 080 7.7 Thong tin lien he de dang, de hieu 104 3.85 943 092 in h t H u 104 3.54 nguoi xem One-Sample Test cK Test Value = 7.1 Trang Website duoc trinh bay, trang tri hap nguoi xem -6.634 Sig (2-tailed) Difference Mean Difference Lower Upper 103 000 -.462 -.60 -.32 -4.497 103 000 -.308 -.44 -.17 -5.048 103 000 -.365 -.51 -.22 -6.955 103 000 -.692 -.89 -.49 -8.265 103 000 -.856 -1.06 -.65 -3.368 103 001 -.269 -.43 -.11 -1.664 103 099 -.154 -.34 03 i dan, de nhin va thu hut df h t 95% Confidence Interval of the 7.2 Cac tin tuc, su kien duoc trinh bay ro rang, thu ng hut 7.3 Cac thong tin ve khoa hoc duoc phan loai ro rang, de tim kiem 7.4 Noi dung, hinh thuc Website thuong xuyen Tr duoc cap nhap 7.5 Nhieu chuong trinh qua tang duoc thuc hien tren trang Website 7.6 Muc tu van Online tren Website tien dung 7.7 Thong tin lien he de dang, de hieu SVTH:Lờ Th Diu Hng - Lp K46B QTKD Tng hp Khúa lun tt nghip GVHD: TS Nguyn Th Minh Hũa One-Sample Statistics Mean 9.2 Cung cap day du thong tin ban can 9.3 Thong tin phan hoi nhanh chong 9.4 Cach thuc tu van truc tuyen rat thuan tien 70 3.69 1.149 70 3.61 1.133 70 2.94 1.178 70 3.84 135 141 1.326 in One-Sample Test 137 t H tinh Std Error Mean 158 h 9.1 Cac tu van vien truc tuyen nhiet Std Deviation u N t 9.1 Cac tu van vien truc Sig (2-tailed) 9.2 Cung cap day du 9.4 Cach thuc tu van truc Lower Upper -.59 -.04 69 006 -.386 -.66 -.12 -7.507 69 000 -1.057 -1.34 -.78 -.992 69 325 -.157 -.47 16 ng tuyen rat thuan tien Difference -.314 i 9.3 Thong tin phan hoi Difference Mean 025 -2.848 thong tin ban can 95% Confidence Interval of the 69 h -2.289 tuyen nhiet tinh nhanh chong df cK Test Value = Tr Valid Roi Anh/chi da tung truy cap vao Website cua EZ Learning chua Frequency Percent Valid Percent Cumulative Percent 104 69.3 69.3 69.3 chua 46 30.7 30.7 100.0 Total 150 100.0 100.0 SVTH:Lờ Th Diu Hng - Lp K46B QTKD Tng hp Khúa lun tt nghip GVHD: TS Nguyn Th Minh Hũa Anh/chi co su dung hinh thuc tu van truc tuyen cua EZ Learning khong Frequency Valid Percent Cumulative Percent Co 70 46.7 46.7 46.7 Khong 80 53.3 53.3 100.0 150 100.0 100.0 Total u Valid Percent Frequency Valid Percent 15 10.0 Hai long 96 64.0 Chua ro lam 29 19.3 Khong hai long 4.7 Rat khong hai long 150 10.0 64.0 74.0 19.3 93.3 4.7 98.0 2.0 2.0 100.0 100.0 100.0 h cK Total Cumulative Percent 10.0 h Rat hai long in Valid Percent t H Anh/chi co hai long theo hoc tai EZ Learning Statistics 11.1 Toi se chon EZ 11.2 Toi se noi tot ve 11.3 Toi se gioi thieu khoa hoc tieng Anh EZ Leaning voi nguoi EZ Learning cho ban tiep theo khac be, nguoi than i Learning cho nhung N Valid 150 150 150 0 Mean 3.55 3.61 3.77 Std Deviation 791 851 908 25 3.00 3.00 3.00 50 4.00 4.00 4.00 75 4.00 4.00 4.00 ng Missing Tr Percentiles SVTH:Lờ Th Diu Hng - Lp K46B QTKD Tng hp Khúa lun tt nghip GVHD: TS Nguyn Th Minh Hũa 11.1 Toi se chon EZ Learning cho nhung khoa hoc tieng Anh tiep theo Frequency Cumulative Percent 2.0 2.0 2.0 Khong dong y 10 6.7 6.7 8.7 khong co y kien 48 32.0 32.0 40.7 Dong y 80 53.3 53.3 6.0 6.0 150 100.0 Hoan toan dong y Total u Hoan toan khong dong y Valid Percent 94.0 100.0 t H Valid Percent 100.0 Frequency Percent Khong dong y Khong co y kien Dong y 4.0 4.0 2.0 2.0 6.0 50 33.3 33.3 39.3 76 50.7 50.7 90.0 15 10.0 10.0 100.0 100.0 100.0 h Hoan toan dong y 150 i Total Cumulative Percent 4.0 in Hoan toan khong dong y Valid Percent cK Valid h 11.2 Toi se noi tot ve EZ Leaning voi nguoi khac 11.3 Toi se gioi thieu EZ Learning cho ban be, nguoi than Frequency Cumulative Percent 4.0 4.0 4.0 Khong dong y 5.3 5.3 9.3 Khong co y kien 43 28.7 28.7 38.0 Dong y 63 42.0 42.0 80.0 Hoan toan dong y 30 20.0 20.0 100.0 150 100.0 100.0 Tr Valid Percent Hoan toan khong dong y ng Valid Percent Total SVTH:Lờ Th Diu Hng - Lp K46B QTKD Tng hp Khúa lun tt nghip GVHD: TS Nguyn Th Minh Hũa $c12 Frequencies Responses N 3.7% 5.6% Bao dien tu, trang tin 51 23.3% 35.4% Ban be, nguoi than 36 16.4% 9% Tivi Cac trang mang xa hoi 122 Total 219 25.0% 1.4% 55.7% 84.7% 100.0% 152.1% in h a Dichotomy group tabulated at value $c13 Frequencies u Bao in, tap chi Percent of Cases t H a $c12 Percent cK Responses N a $c13 Noi dung thu hut, doc dao Percent Percent of Cases 50 23.3% 34.2% 69 32.1% 47.3% 44 20.5% 30.1% Mang lai gia tri vat chat cho ban than 2.8% 4.1% Mang lai gia tri tinh than cho ban than 46 21.4% 31.5% 215 100.0% 147.3% h Giai thuong hap dan Total i Tham gia cung ban be Tr ng a Dichotomy group tabulated at value SVTH:Lờ Th Diu Hng - Lp K46B QTKD Tng hp