KINH DOANH SỐ VÀ MARKETING TRONG KỶ NGUYÊN TOÀN CẦU HOÁ

ĐƠN VỊ TỔ CHỨC KỶ YẾU HỘI THẢO KHOA HỌC QUỐC TẾ INTERNATIONAL CONFERENCE KINH DOANH SỐ VÀ MARKETING TRONG KỶ NGUN TỒN CẦU HỐ DIGITAL BUSINESS & MARKETING IN GLOBALIZATION ERA HÀ NỘI 11 2019 MỤC LỤC STT & Nội dung Trang PHẦN I: CƠ HỘI VÀ THÁCH THỨC MỚI TRONG NỀN KINH TẾ SỐ Phát triển chương trình đào tạo digital marketing trường ĐH Kinh tế Quốc dân đáp ứng nhu cầu thị trường lao động PGS TS Vũ Huy Thông, BM QTBH & Digital Marketing Quản lý hoạt động kinh doanh hàng hóa, dịch vụ qua mạng xã hội vấn đề bất cập bối cảnh cách mạng công nghiệp 4.0 TS Phạm Văn Tuấn, GS.TS Trần Minh Đạo, NCS Phan Duy Hùng, Lưu Thu Phương 25 Cuộc cách mạng công nghiệp lần thứ tư phát triển kinh tế số việt nam: hội thách thức GS.TS Trần Minh Đạo, TS Phạm Văn Tuấn, TS Đỗ Hữu Hải 48 Các nhân tố thúc đẩy phát triển thương mại điện tử Trung Quốc số gợi mở cho Việt Nam 61 TS Nguyễn Hồng Thu Ứng dụng thương mại điện tử du lịch: hội thách thức bối cảnh cách mạng công nghiệp 4.0 74 ThS.Nguyễn Đức Hiếu Applied green supply chain management in vietnam tourism company Đỗ Anh Đức, Nguyễn Quang Vinh, Nguyễn Duy Uẩn PHẦN II: CÁC NGHIÊN CỨU LÝ LUẬN VÀ HỌC THUẬT VỀ DIGITAL MARKETING 10 11 86 98 Quan điểm tiếp cận mơ hình marketing thời kỳ cách mạng công nghiệp 4.0 99 Nguyễn Hồng Quý Áp dụng Digital Marketing doanh nghiệp Việt Nam 114 PGS.TS Nguyễn Thanh Bình Cách tiếp cận chiến lược nội dung số digital marketing 121 PGS.TS Vũ Minh Đức Mơ hình truyền thơng hai chiều: lý luận ứng dụng digital marketing 152 Nguyễn Chu Du E.WOM Marketing kỷ nguyên số: số vấn đề lý thuyết thực tiễn 161 PGS.TS Trương Đình Chiến Sử dụng người gây ảnh hưởng để tác động đến hành vi nhóm khách hàng mục tiêu: lý 12 luận thực tiễn Việt Nam TS Phạm Hồng Hoa & Trương Thị Kim Anh, Lê Thuý Hiền, Lăng Thị Thu Huyền, Phạm Tùng Lâm, Trần Thị Bích Ngọc, Trần Thị Thương, Đỗ Ngọc Trâm 175 Khung khái niệm tham gia khách hàng q trình cung ứng dịch vụ chun mơn 13 dành cho doanh nghiệp Th.S Lê Phạm Khánh Hoà, GS.TS Nguyễn Viết Lâm, TS Nguyễn Ngọc Quang 14 15 195 Sử dụng công cụ digital marketing để gia tăng hành vi gắn kết khách hàng TS Phạm Hồng Hoa, Lê Trần Tuấn Long, Nguyễn Thị Hoàng Ngọc, Trần Thị Phương Thuý 214 Đánh giá hiệu chương trình marketing nội dung số 226 TS Phạm Hồng Hoa, Th.S Phạm Thị Kim Thanh Digital content marketing – a literature review on concepts, international experiences and 16 implications for Vietnam Assoc Prof Dr Le Thi My Linh, Vu Huy Hai, Nguyen Thien My 241 Impact of integrating marketing communications: an investigation of the role of messages 17 consistency PhD Doan Hoang Minh, PhD Nguyen Quang Dung, MBA Nguyen Minh Hien 18 257 Ethical issues faced by online marketing experts in the industrial revolution 4.0 273 Pham Lam Hanh Trang PHẦN III: CÁC NGHIÊN CỨU TÌNH HUỐNG VỀ DIGITAL MARKETING VÀ NÂNG CAO HIỆU QUẢ HOẠT ĐỘNG MARKETING TRONG BỐI CẢNH CÔNG NGHỆ SỐ 284 Nghiên cứu tác động marketing sử dụng người có ảnh hưởng mạng xã hội tới thái độ 19 người tiêu dùng thương hiệu ngành F&B Việt Nam Nguyễn Hải Ninh, Đinh Vân Oanh, Phạm Thuỳ Dương, Lê Bùi Quỳnh Như 285 Ảnh hưởng truyền thơng số hóa, phương pháp ứng dụng logo mầu sắc thương hiệu 20 quảng cáo ngân hàng thương mại Việt Nam 304 TS Nguyễn Quang Dũng Ảnh hưởng tài sản mối quan hệ đến lòng trung thành khách hàng – Nghiên cứu tình 21 KFC Hà Nội 319 TS Nguyễn Hoài Long; Th.S.Đinh Vân Oanh Chất lượng dịch vụ đào tạo tiếng anh trực tuyến TOPICA Native qua đánh giá tệp 22 “khách hàng hết hạn” 334 PGS TS Phạm Thị Huyền, Hoàng Ngọc Anh Quyết định marketing nội dung cho kiện “tuborg open 2019” thương hiệu bia 23 Tuborg Việt Nam 349 TS Nguyễn Hoài Long, Th.S Phạm Thị Kim Thanh Chất lượng dịch vụ thương mại điện tử hài lòng khách hàng: nghiên cứu tình 24 cơng ty TNHH Shopee PGS.TS Vũ Trí Dũng, PGS.TS Đỗ Thị Phi Hồi, TS Đỗ Khắc Hưởng 360 Marketing xã hội bao cao su chương trình dân số - khh gia đình việt nam: trường 25 hợp nghiên cứu bao cao su nighthappy 377 PGS.TS Vũ Trí Dũng, TS Nguyễn Đình Tồn Influence of celebrities towards the purchase intention of OPPO smartphone of students in 26 Hanoi MSc Hoàng Ngọc Vinh Hạnh, MSc Hoàng Tuấn Dũng, ME Nguyễn Quỳnh Trang 396 Impact of micro-influencers in instagram: a study of vietnamese youth’s purchase intention in 27 food & beverage market Dỗn Hồng Minh PhD., Hồng Thu Phương, Nguyễn Phương Linh, Phạm T Khánh Linh 418 Provisional marketing solutions enhancing learners’ satisfaction in valuation specialization at 28 national economics university (neu) PhD Nguyễn Ngọc Quang, ME Nguyễn Thị Minh Nguyệt, MSc Nguyễn Minh Phương 430 Analyzing the content of the mission statement of vietnamese public higher educational 29 institutions in the requirement of industrial revolution 4.0 443 Nguyễn Thị Minh Nguyệt ME Applying big data and social listening tool for marketing: a case study of sentiment analysis 30 toward Apple Iphone 11 Nguyen The Hung, Nguyen Hai Long, Ph.D Do Khac Huong PHẦN IV: CÁC NGHIÊN CỨU VỀ MÔI TRƯỜNG MARKETING VÀ HÀNH VI NGƯỜI TIÊU DÙNG TRONG BỐI CẢNH CÔNG NGHỆ SỐ 454 473 Mạng xã hội hoạt động kinh doanh mạng xã hội kỷ nguyên marketing số – Tình 31 nghiên cứu điển hình Facebook Việt Nam 474 TS Phạm Văn Tuấn Tác động thành phần thương mại qua mạng xã hội đến ý định mua xanh người 32 tiêu dùng việt nam (tiếp cận theo lý thuyết học tập xã hội) 501 NCS Lê Dzu Nhật 33 Một số nghiên cứu marketing xã hội nhân tố ảnh hưởng đến hành vi tiêu dùng xanh 514 TS Lê Thùy Hương, TS Đỗ Khắc Hưởng Các nhân tố ảnh hưởng đến lựa chọn mua sắm siêu thị hay chợ truyền thống người tiêu 34 dùng Hà Nội TS Đặng Thị Thúy Hằng & Tạ Thị Ngọc Ánh, Nguyễn Thùy Dung, Nguyễn Hồng Nhung, Chu Thị Phương Thảo, Nguyễn Thị Minh Thư 35 36 37 526 Mối quan hệ ý định hành vi tiêu dùng xanh người tiêu dùng Việt Nam 543 Th.S Trần Hồng Nhung, Th.S Dương Thị Hoa Nghiên cứu nhu cầu dịch vụ hẹn hò trực tuyến Việt Nam 560 Nguyễn Linh Đan, Th.S Nguyễn Minh Hiền, Một số nghiên cứu marketing nội ảnh hưởng đến hài lòng người lao động 571 TS Đỗ Khắc Hưởng, TS Lê Thuỳ Hương Sự hài lòng nhân viên tác động Marketing nội ngân hàng thương mại 38 Việt Nam GS.TS Nguyễn Viết Lâm, Th.S Nguyễn Thái Hà, TS Nguyễn Ngọc Quang, TS Nguyễn Thu Lan 583 Trách nhiệm xã hội doanh nghiệp (CSR) lĩnh vực bảo vệ môi trường: kinh nghiệm 39 Nhật Bản học cho Việt Nam PGS.TS Phạm Hồng Chương, PGS.TS Vũ Huy Thông 602 Mediating role of perceived usefulness in the relationship of online trust, perceived ease of 40 use to e-wallet behavior intention Msc Ngoc Bao Nguyen, PhD Huy Quang Chan, PhD Binh Minh Nguyen, Msc Trương Xuan Trinh 41 612 Brokerage of real estate in the digital age in Vietnam 628 Nam Phuong Pham PHẦN I: CƠ HỘI VÀ THÁCH THỨC MỚI TRONG NỀN KINH TẾ SỐ PHÁT TRIỂN CHƯƠNG TRÌNH ĐÀO TẠO DIGITAL MARKETING TẠI TRƯỜNG ĐH KINH TẾ QUỐC DÂN ĐÁP ỨNG NHU CẦU CỦA THỊ TRƯỜNG LAO ĐỘNG PGS.TS Vũ Huy Thông Bộ môn Quản trị Bán hàng Digital Marketing Khoa Marketing, Trường ĐH.KTQD Tóm tắt: Khoa Marketing Trường ĐH Kinh tế Quốc dân đơn vị tiên phong đào tạo Marketing Việt Nam Chuyên ngành Marketing đào tạo từ khoá 31 (tuyển sinh đầu vào năm 1989, tốt nghiệp năm 1993) Trong năm gần đây, Marketing ngành đào tạo hấp dẫn sinh viên bậc Trường Hầu hết, sinh viên ngành Marketing có việc làm từ chưa tốt nghiệp Hiện nay, Khoa Marketing phụ trách hai Ngành đào tạo cử nhân bậc đại học, gồm: (i)Ngành Marketing (với chuyên ngành: Quản trị Marketing, Quản trị Bán hàng, Truyền thông Marketing Thẩm định giá) (ii)Ngành Quan hệ cơng chúng (PR) Khoa Marketing có bốn Bộ môn, gồm: Marketing, Truyền thông Marketing, Định giá; Bộ môn Quản trị Bán hàng Digital Marketing thành lập từ tháng năm 2019 Sự phát triển internet công nghệ 4.0 làm thay đổi mặt đời sống xã hội nói chung lĩnh vực kinh tế, quản trị kinh doanh nói riêng Marketing lĩnh vực thay đổi phát triển mạnh mẽ Ứng dụng công nghệ số vào marketing phát triển hoạt động marketing môi trường công nghệ số xu hướng phát triển tất yếu giới Theo đó, nhu cầu nhân lực ngành marketing có chuyển biến: (1) xã hội “khát” nhân làm Digital Marketing (marketing môi trường công nghệ số); (2) yêu cầu thị trường lao động nhân làm việc lĩnh vực marketing bán hàng phải có kiến thức kỹ marketing bán hàng môi trường cơng nghệ số Trước thách thức đòi hỏi đó, Trường ĐH Kinh tế Quốc dân cần nhanh chóng phát triển, đổi mới, hồn thiện Chương trình đào tạo Marketing Digital Marketing để phù hợp với nhu cầu xã hội Giới thiệu Sự phát triển internet công nghệ 4.0 làm thay đổi mặt đời sống xã hội nói chung lĩnh vực kinh tế, quản trị kinh doanh nói riêng Nhiều lĩnh vực kinh doanh hình thành gắn với mơi trường ảo; thế, hoạt động kinh doanh quản lý phải thay đổi cho phù hợp với phát triển công nghệ Marketing lĩnh vực thay đổi phát triển mạnh mẽ Ứng dụng công nghệ số vào marketing phát triển hoạt động marketing môi trường công nghệ số xu hướng phát triển tất yếu giới Theo đó, nhu cầu nhân lực ngành marketing có chuyển biến: (1) xã hội “khát” nhân làm Digital Marketing (marketing môi trường công nghệ số); (2) yêu cầu thị trường lao động nhân làm việc lĩnh vực marketing bán hàng phải có kiến thức kỹ marketing bán hàng môi trường công nghệ số Trước thách thức đòi hỏi đó, Đại học Kinh tế Quốc dân cần nhanh chóng phát triển, đổi mới, hồn thiện Chương trình đào tạo Marketing Digital Marketing để phù hợp với nhu cầu xã hội Khoa Marketing, Đại học Kinh tế Quốc dân đơn vị tiên phong đào tạo Marketing Việt Nam Chuyên ngành Marketing đào tạo từ khoá 31 (tuyển sinh đầu vào năm 1989, tốt nghiệp năm 1993) Trong năm gần đây, Marketing ngành đào tạo hấp dẫn sinh viên bậc Trường Sinh viên tốt nghiệp ngành Marketing không đáp ứng nhu cầu doanh nghiệp mà đánh giá cao kiến thức, kỹ Hầu hết, sinh viên ngành Marketing có việc làm từ chưa tốt nghiệp Hiện nay, Khoa Marketing phụ trách Ngành đào tạo cử nhân bậc đại học, gồm: (i)Ngành Marketing (với chuyên ngành: Quản trị Marketing, Quản trị Bán hàng, Truyền thông Marketing Thẩm định giá) (ii)Ngành Quan hệ cơng chúng (PR) Khoa Marketing có Bộ mơn, gồm: Marketing, Truyền thông Marketing, Định giá; Bộ môn Quản trị Bán hàng Digital Marketing thành lập từ tháng năm 2019 Trong bối cảnh công nghệ 4.0, hoạt động bán hàng truyền thống bị cạnh tranh liệt, phát triển lý thuyết ứng dụng công nghệ kỹ thuật số bán hàng; đặc biệt bán hàng online phát triển mạnh mẽ Từ thực tiễn lĩnh vực Bán hàng Marketing kỹ thuật số (Digital Marketing) dẫn đến nhu cầu xã hội hoạt động chuyên môn tương ứng Điều đòi hỏi Khoa Marketing cần có điều chỉnh tương ứng thích hợp lý luận thực tiễn Trường Đại học Kinh tế Quốc dân đầu tư thích đáng cho Ngành Marketing, mơn học Digital Marketing, tiến tới phát triển chương trình đào tạo Digital Marketing hệ cử nhân bậc đại học Sự cần thiết phát triển Chương trình Đào tạo Digital Marketing 2.1 Bối cảnh quốc tế 2.1.1 Nhu cầu xã hội nhân lực digital marketing Marketing ngành giữ vai trò quan trọng hoạt động kinh doanh hầu hết tổ chức kinh doanh giới Hiệu hoạt động kinh doanh chịu ảnh hưởng lớn từ marketing chi phối hoạt động doanh nghiệp tương lai Các doanh nghiệp muốn bán nhiều hàng hóa sản phẩm phần khơng thể thiếu cách nhà đầu tư đưa sản phẩm đến tay người tiêu dùng để cạnh tranh với nhiều đối thủ.1 Theo kết khảo sát Manpower Group Annual Talent Shortage 2016-2017 Mỹ, vị trí nhân viên bán hàng hay nhân viên kinh doanh đứng Top thiếu nguồn cung nhân lực kể từ năm 2006 đến nay2 Một số liệu khác JobStreet.com, thị trường việc làm ln có nhu cầu cao ngành marketing bán hàng, đạt trung bình khoảng 25% thị trường vào thời điểm3 Tuy nhiên, ứng viên ngành chiếm khoảng 17% nguồn cung ứng, khiến nhân viên kinh doanh trở thành vị trí “săn đón” nhiều thị trường tuyển dụng Khảo sát JobStreet.com thị trường Malaysia 369 nhà tuyển dụng cho thấy 56% công ty có nhu cầu tuyển dụng cao cho vị trí kinh doanh, marketing, bán hàng – ngành có nhu cầu tuyển dụng cao thị trường nước Tại quốc gia khác Philippines, kinh doanh, marketing, bán hàng không đứng nhu cầu thuộc top ngành có nhu cầu cao thị trường, cho thấy xu chung tăng trưởng việc làm ngành kinh doanh, marketing, bán hàng tồn khu vực Đơng Nam Á Nhân lĩnh vực trở thành ứng viên săn đón họ chào mời mức lương hậu hĩnh so với mặt chung thị trường Một xu hướng lớn, hay nói thống lĩnh nhu cầu tuyển dụng nhân ngành marketing digital marketing Có tới 90% tin tuyển dụng cho vị trí việc http://toplist.vn/top-list/nganh-nghe-co-nhu-cau-nhan-luc-nhieu-nhat-o-viet-nam-trong-tuong-lai-9297.htm https://salesfoundation.org/wp-content/uploads/2018/04/SEF1801-2018-AnnualMagazine_FINAL_DigitalDownload.pdf http://enternews.vn/nhan-luc-nganh-ban-hang-dat-gia-94004.html làm marketing yêu cầu ứng viên cần có kỹ digital marketing4 Các nhà tuyển dụng giới đánh giá cao tầm quan trọng kỹ digital marketing tất chức marketing Điều xuất phát từ thực tế doanh nghiệp khai thác, vận dụng công nghệ, công nghệ số , không sản xuất mà hầu hết tất hoạt động marketing bán hàng; từ khâu nghiên cứu thị trường, phát triển sản phẩm, thiết kế bao gói, tổ chức điểm bán, định giá , truyền thông, xây dựng thương hiệu phát triển quan hệ khách hàng v.v Theo số liệu AdAge, 80% công ty khảo sát dự định tăng ngân sách cho hoạt động digital marketing 12-18 tháng tới Với xu hướng khai thác vận dụng công nghệ số vào hoạt động marketing bán hàng, nhu cầu nhân digital marketing tăng lên tất yếu thực tế: nguồn cung không đủ đáp ứng nhu cầu5 2.1.2 Sự phát triển đào tạo digital marketing trường đại học Trên giới Việt Nam, doanh nghiệp đã, khai thác vận dụng công nghệ không sản xuất mà hầu hết tất hoạt động marketing; sở xuất môi trường kinh doanh thứ hai – kinh doanh trực tuyến Việc áp dụng công nghệ số hay công nghệ thông tin tiên tiến, bao gồm từ việc nghiên cứu phát triển phần mềm, ứng dụng vào hoạt động marketing đa dạng hoá phương thức, cách thức hoạt động marketing tảng Internet thông tin di động ngày trở lên phổ biến Ví dụ, việc phân tích Dữ liệu Lớn khách hàng (Big Data); ứng dụng hỗ trợ nghiên cứu người tiêu dùng Neuromarketing (Marketing hệ não đồ) phép ghi điện não định lượng QEEG, chụp cộng hưởng từ chức fMRI thấy thay đổi não người tiếp nhận thông điệp hay tiếp xúc với sản phẩm…; ứng dụng tạo lập, thiết kế mô sản phẩm…; ứng dụng hệ thống thông tin địa lý GIS để phục vụ việc định marketing (được biết đến với tên gọi GeoMarketing) lựa chọn xác định điểm bán, điều tiết nỗ lực marketing dựa liệu người dùng khu vực địa lý v.v Đây kỹ thuật cách thức thực hoạt động marketing dựa tảng Internet, nghiên cứu thị trường, phân tích liệu mạng xã hội (Social Listening & Social Monitoring), xây dựng chiến lược nội dung phân phối nội dung (Content Strategy), kỹ thuật truyền thông https://www.smartinsights.com/managing-digital-marketing/2017-marketing-hiring-trends-factors-shapingdemand-marketing-talent/ https://cce.assumption.edu/job-market-digital-marketers/ 10 [26] Venkatesh, Thong, & Xu (2012) Consumer Acceptance and Use of Information Technology: Extending the Unified Theory of Acceptance and Use of Technology MIS Quarterly, 36(1), 157 https://doi.org/10.2307/41410412 [27] Venkatesh, V., & Davis, F D (2000) A Theoretical Extension of the Technology Acceptance Model: Four [28] Longitudinal Field Studies Management Science, 46(2), 186–204 https://doi.org/10.1287/mnsc.46.2.186.11926 [29] Walczuch, R., & Lundgren, H (2004) Psychological antecedents of institution-based consumer trust in e-retailing Information https://doi.org/10.1016/j.im.2003.12.009 625 & Management, 42(1), 159–177 APPENDIX VARIABLES Behavior Intention Perceived usefulness Perceived ease of use Perceived risks CODE ITEMS BI1 I intend to increase my use of e-wallet in the future BI2 I intend to use the e-wallet in the future BI3 I will always try to use e-wallet BI4 I plan to use e-wallet frequently PU1 e-wallet is very helpful PU2 I find using e-wallet useful in my daily life PU3 Using e-wallet helps me to accomplish my tasks more e ciently PU4 Work becomes easier after using PU5 e-wallet transactions save me lot of time and energy PEOU1 e-wallet is easy to use PEOU2 e-wallet use is clear and understandable PEOU3 It is easy to interact with e-wallet RI1 Using e-wallet is not completely secure RI2 I would not feel safe using my personal and nancial information across the websites using e-wallet RI3 The risk of misusing my information is high when using e-wallet RI4 Overall, using e-wallet is not a safe place to transmit information and transactions 626 AUTHORS Venkatesh et al., 2012 Venkatesh et al., 2003 OT1 With adequate safety measures on a web site I not hesitate to enter my credit card information (willingness to depend on the internet) OT2 I trust the internet (willingness to depend on the internet) OT3 When performing a transaction on the internet I know exactly what will happen (trusting beliefs – predictability) OT4 Internet transactions (e.g online shopping or online hotel reservations) always function as expected (trusting beliefs – reliability) Online trust 627 Mcknight & Chervany, 1996 BROKERAGE OF REAL ESTATE IN THE DIGITAL AGE IN VIETNAM Nam Phuong Pham) Vietnam National University of Agriculture bacninh157@gmail.com Abstract The paper presents some theoretical and practical issues of real estate brokerage in Vietnam in the digital age under the impact of the Fourth Industrial Revolution in order to propose some solutions to improve the real estate brokerage effect The study uses secondary data collection methods, methods of comparison, analysis and SWOT on real estate brokerage in the global era of real estate market Real estate brokers want to succeed in business, they must invest in building a digital infrastructure system with full, accurate and up-to-date real estate databases In addition, real estate businesses need a team of brokers who are proficient in technology, brokerage skills, good quality, professional ethics, honesty, perseverance and deep understanding, broad on the real estate market Brokers' leaders must promptly grasp the real estate market's insights as well as make predictions about changes in the world real estate market and changes in digital technology to make appropriate strategies and solutions for brokerage business development Keywords: broker, digital age, real estate, Vietnam Introduction Real estate brokers have a particularly important role in real estate business, acting as a bridge between real estate buyers and sellers or intermediaries between real estate lessees and lessors or between tenants and lessees buying real estate Brokers who collect information on real estate provided to real estate buyers, lessors or lessees or may also provide information on real estate markets to sellers, lessees or lessors buying real estate so that they have a basis for deciding on the sale price, the lease price or the lease purchase price In recent decades, especially in the digital age under the impact of the Fourth Industrial Revolution 4.0, the role of the environment has been increasingly asserted, and determining the success of the real estate business production In Vietnam, real estate brokers in a growing digital era, many real estate exchanges established with independent brokers have contributed to the development of the real estate market social economic development In addition to these advantages, new real estate brokerage opportunities face many difficulties and challenges that must be overcome Therefore, the study aims to answer the question: in Vietnam in the digital age, what is the situation of real estate 628 brokers? What are the advantages of real estate brokerage, what opportunities are there and what difficulties and challenges are faced? Research method The research collects information on real estate brokerage from researches on real estate market, articles on real estate brokerage, management of real estate trading floors in a digital age The research uses comparative methods, analyzing strengths, weaknesses, opportunities and challenges of real estate brokers in a digital age as the basis for proposing the development of real estate brokers contributing to market development real estate in general and business development in particular Results and discussion 3.1 Actual situation of real estate brokerage in Vietnam The real estate market has had impressive growth in recent years According to the Ministry of Planning and Investment, in 2018, the number of newly established businesses was 11,637, up 6.5% In particular, there are 6,423 newly established real estate enterprises, an increase of 41.7% Particularly in the first months of 2019, the real estate business grew by 26.3% with 1,548 newly established businesses Notably, among thousands of real estate enterprises newly established each year, the number of brokers is taking up a large number The high-end condominium market in the past time is indeed in an oversupply situation However, for the affordable and mid-range apartment market or the land market, transactions are still very exciting But in the context of the real estate market has changed, with increasingly abundant supply, customers are increasingly demanding and power has shifted from sellers to buyers, not only investors which brokers also compete fiercely with each other to win over customers In addition, the real estate market also appears unhealthy competitive brokers, giving inaccurate information about the product, causing customers to lose trust in the broker (Phuc Thinh, 2019) The fact that too many brokers not have a practice certificate but rush to participate in the market has created many inadequate consequences, causing special attention to the management agencies Due to the serious lack of brokerage activities, chasing commissions, abandoning customer rights, even blowing prices, fraud is the risk and the germ leading to abnormal fluctuations of the market such as the period before As a result, the image of many professional brokers is also skewed in the eyes of the people According to the Ministry of Construction's statistics, about 80% of successful real estate transactions are through brokers Thus, brokers have an important role in the development of the real 629 estate market According to the Law on Real Estate Business, organizations and individuals providing real estate brokerage services must set up enterprises and have at least people with certificates of real estate brokerage practice Individuals who conduct independent businesses must have a real estate brokerage practice certificate and tax code registration and tax payment according to law provisions In fact, of the 300,000 real estate brokers operating in Vietnam, only 27,000 have current practice certificates under the old law, 8,000 have obtained new practice certificates (Pham Phuong Nam & Phan Thi Thanh Huyen, 2018) The majority of real estate brokers on the market today are not well-trained, most of them are moving from other industries, the number of professionally trained staff of 4-5 years is very small Extremely low quality of human resources, followed by unsatisfactory service quality, brokers put their own interests above the interests of customers Worth mentioning is that this problem has existed for a long time in the real estate market, so changing is extremely difficult According to the Ministry of Construction, from 2008 to the present, there are about 33,000 individuals granted with real estate brokerage (real estate brokerage) certificates and about 80% of real estate transactions are successful through gender, contributed significantly in clearing a large amount of inventory real estate in the period of 2014-2018, helping the market develop stably and healthily Penalties for handling violations of brokerage practice without a practice certificate are not sufficient for deterrence In addition, real estate brokers themselves not attach importance to attending training courses According to the Department of Construction of Da Nang City, by the end of March 2019, there were 23 professional real estate trading floors, 870 certificates of real estate brokerage practice This number accounts for less than 30% of the actual number According to experts, the real estate brokerage training and training system in Vietnam is still quite empty Most people are self-taught, self-learning While a real estate broker is really a real estate professional with real estate analysis and identification skills and a certificate practicing in Vietnam, this number is quite modest In addition, many real estate trading floors are "breaking the law" between the concept of real estate trading floors and consulting activities so as not to be governed by the Real Estate Business Law and related State regulations It also causes difficulties in the state management process as well as difficulties in the inspection and handling of violations (Minh Trang, 2019) Looking back at the lesson from the past, it can be seen that most of the real estate crises are caused by customers losing confidence in the market, the market appears bubbles, 630 blowing prices too high compared to the value real The real estate distribution business grabs, gives inaccurate information, causing customers to leave the market Consequently, the real estate market froze Most real estate brokers now stop at sales The sale is complete Even when customers receive apartments, there is no broker At that time, the apartment encountered problems such as the wrong area, unclear legal, customers also only called on the sky because they could not find a consultant where to sue The cause of this situation is the specificity of the service sector Customers and service providers often have conflicting interests Therefore, sellers always have tricks to sell fast, sell at a premium, cut blood, compete unfairly, or give advice because they want to sell good products Real estate brokerage is an indispensable component in the real estate market today Not only is the consultant, looking for customers for the project investor, on the opposite side, the broker is also a companion, helping customers to choose the most satisfactory product whether to stay or to invest Since the market rebounded back to 2014, the number of brokers has also increased rapidly and is also a significant contributor to the process of growth and market liquidity in the country in the past time However, besides the number of continuous expansion, the quality of the brokers' operations is also warned when a large number of employees follow the targets, follow the commission and forget the customers The consequence is a wave creation, price blow, even customer fraud, affecting market confidence Those who not learn about brokers at all, just worry about selling and totally not understand the project's legal, unforeseen risks will be extremely dangerous for both customers and investors judgment 3.2 Review real estate brokerage in a digital age 3.2.1 The strong points of real estate brokers in a digital age Technology breakthroughs not only bring convenience to customers, but also help reduce advertising costs, change brokers' approach to customers (Jürgen Jasperneite, 2012 & Marr, Bernard, 2016) This is extremely important in forcing brokers to be more proactive and professional According to the traditional method, to sell goods, employees have to use a lot of papers, take customers to visit the project, with the digital revolution, all modern machines and equipment will be gradually replaced With artificial intelligence (AI), businesses expect to improve product marketing and search for potential customers Accordingly, the application of information technology will help real estate agents accurately identify more than 70% of customers with real buying or renting needs Using AI to make the calculation more accurate, the robot will automatically answer questions 631 related to the project, the apartment has been programmed to ensure continuous interaction with customers (Hermann Pentek Otto, 2016) In the digital age, just searching on google has got tens of thousands of search results about real estate project information appearing, diverse categories from high-end, mid-range to affordable, resorts, land for home buyers to choose from Deposit with the broker to select the apartment you like, just click on a real estate website and a bank account to register for payment online, with a few mouse clicks, the home buyer has completing the deposit procedure in front of an apartment at a desired project (Kagermann, H., W Wahlster and J Helbig, eds, 2013) Thanks to the digital revolution with the boom of the internet and ecommerce platforms, cloud computing or AI applications have transformed everything from the real world to the digital world Nearly every definition of business is broken, including the real estate sector Not only is the transaction, with the help of new technologies such as Virtual Reality (Virtual Reality) or Augmented Reality, real estate business can be conducted between buyers, Brokers and sellers are easily and thousands of miles away No need to take place, all information, all images of the project are conveyed in the most honest and vivid way to customers so that they feel and make decisions as desired Not long ago, in Hanoi, this technology helped a project to create a great attraction when customers were first observed directly about the apartment that they were about to buy, so it was easier to make a decision to down money Accordingly, with sharp 3D Interactive technology, customers can see their apartments in the future, the interior of the rooms and especially the view from the apartment to the surrounding directions (Gia Huy, 2018) With technological advances based on IoT, AI and Big Data, the 4.0 technology revolution is expected to have a profound impact on the real estate market, especially in the field of sales and management 3.2.2 Limitations of real estate brokers in the digital age Digital era requires real estate brokers to have knowledge of information technology, such as online sales skills, how to approach customers on social networks If many former owners When working on a project, the sale can only be done by a number of sales staff, customers who come to the company to choose a product and pay for These practices are no longer relevant Whether a project is successful or not has the great contribution of brokers Not only real estate brokers of investors, but also have to link real estate brokers of other real estate floors to create strength but also create fierce competition between the floors and the employees gender in finding customers 632 This requires each broker to equip themselves with basic knowledge about the market, macroeconomic situation, planning information, information about the project and especially the ability to negotiate to collect customer service The real estate brokerage job requires people who are constantly learning Besides professional knowledge, brokers must be very good at soft skills and always integrate more relevant knowledge such as feng shui, architecture, prime minister to be ready to consult when guests have questions Especially in the digital age, forcing real estate brokers to be more advanced and professional, otherwise will be excluded from the game There are also a number of ethical real estate brokers who have deviated from ethical standards as the main cause of land fever, virtual prices and real estate bubbles will also make the real estate market less transparent, bringing more risks to customers In addition, the infrastructure system for vocational real estate brokerage training in Vietnam is inadequate There is currently a lack of a complete curriculum for practicing certificate training and there is not yet a lot of really quality training programs available for those wishing to pursue a brokerage career Although it is prescribed that brokers must have a practice certificate to participate in the market, in reality, it is still very difficult to control and when discovered, the sanctions are not enough to deter In fact, in the past, many brokers when introducing products to customers were dishonest, one-way advertising products, or only telling half the truth Therefore, many customers have paid to know the truth about the project after paying 3.2.3 Real estate brokerage opportunities in a digital age Many new types of real estate appear to meet the increasing market demands such as green real estate (green buildings - clean - beautiful and environmentally friendly) with many green standards in circulation such as Edge (of IFC organization of the World Bank); Green Mark (Singapore), Leed (USA), Lotus , but in fact there are very few buildings recognized as "green" in Vietnam The number of LEED certified projects in Vietnam in 2017 is less than 3% Compared to Singapore (currently has 37% of green buildings), in the future, Vietnam has a great opportunity Besides, in the coming time, with open policies for foreigners, the opportunity from foreign customers to buy houses is also great Therefore, I think that the problem for a business is to have a deep understanding of the market and seize the opportunity to succeed 2018 continues to be considered a favorable year for Vietnam's real estate, driven by the following factors: (i) GDP growth per capita; (ii) Increasing production activities and booming tourism; (iii) The development of midpriced apartments: affordable prices, good liquidity; (iv) Increasing real estate investment 633 demands of foreign investors; (v) Reduce mortgage interest rates; (vi) The rapid development of coastal cities (Pham Phuong Nam & Phan Thi Thanh Huyen, 2018) Industrial park real estate continues to have growth potential thanks to the relocation of production into Vietnam in the past few years Vietnam is strategically located in Asia, has land borders with China, and many large seaports are connected to industrial zones by the system of major roads and highways being focused complete investment This is considered a very good investment opportunity for industrial park investors, especially in the North when demand from large technology corporations such as Samsung, LG is increasing very high Despite cooling down from the previous year, the resort - tourism real estate still has room for development In addition, the development potential of highclass resorts, entertainment services, shopping, etc is not really compatible with Vietnam's tourism potential, so investors can continue to research research and develop models of shophouse, condotel in the direction of modernity and customer friendliness In addition, according to the CIA World Factbook - 2017, Vietnam's urbanization rate is only estimated at 35%, but Vietnam's urbanization rate ranks first in Southeast Asia at 2.6%./year (Huyen Trang, 2018) Along with that, the increase in the number of foreign workers and engineers working in Vietnam is expected to promote the development of housing real estate, apartments in big cities In fact, the current supply is still relatively high in all segments: high-end, mid-end and affordable Therefore, housing real estate, apartments are forecast to remain potential (Nam Thanh, 2018) Virtual reality glasses are quite low-cost, compatible with phones, and buyers can explore every 360 degrees of the project and immerse themselves in the real environment Brokers can also wear virtual reality glasses and visit the project at the same time with customers anywhere, they will see what buyers are interested in and provide detailed information to customers For investors considering cashing in on an unformed project, virtual reality tours will be an integral part of their investment process (Laus Schwab, 2016) The digital revolution helped the real estate market have a breakthrough, bringing many positive factors Many provinces and cities are aiming to develop smart cities Recently, the Prime Minister also approved a project to develop a sustainable smart city in Vietnam for the period of 2018 - 2025 with a vision to 2030 These are important orientations that have a strong impact on the development trend of the city real estate school 3.2.4 Real estate brokerage challenges in a digital age Policies and laws on real estate business, including real estate brokers, are changed such as regulations on real estate market development, land, real estate business, taxes, fees, 634 property fees or credit changes In addition, customers of real estate agents often change the behaviors and desires of real estate buyers, sellers, tenants and lessors In addition, in today's information technology era, real estate brokers' customers can check the information that brokers provide, and can evaluate and comment online The speed of information dissemination therefore requires brokers to provide accurate real estate information, to be honest with reasonable fees and commissions in line with market prices, in other words the prices of competitors compete Real estate brokers tend to increase due to the establishment of many real estate exchanges, many independent real estate brokers appear because real estate brokers give brokers a good income Even though the real estate market tends to grow in the longest term is the housing market for low-income people and social housing Application of modern technology in real estate brokerage requires high costs and this is also an obstacle to real estate real estate technology Besides, for any industry, knowledge is the first thing that contributes to the success of the job, but for this brokerage profession, the knowledge requirement is placed above all else because not only need knowledge depth of expertise but also requires a broad understanding of social knowledge to be able to understand enough to behave with customers The skills that real estate brokerage needs to be cultivated to improve work efficiency include: communication skills, problem-solving skills, teamwork and independence skills, negotiation and persuasion skills customers and some other professional skills When you have all the basic knowledge and necessary skills, the last factor to become a real estate broker is perseverance For the real estate industry, you can make more than a hundred phone calls a day, but 99% are likely to be rejected 3.3 The solution to perfect real estate brokerage in a digital age Every real estate brokerage business needs to be proactive in the real estate brokerage development strategy associated with the urban development, real estate development and digital era development strategy In addition, businesses need to have breakthrough policies in information infrastructure development, human resource training, information sharing and business cooperation In addition, it is necessary to strengthen cooperation, sharing and learning experiences about real estate brokerage activities of developed countries such as the United States and Singapore, and at the same time offering some solutions to improve the quality and efficiency of real estate The results of the brokerage profession are like solutions for managing brokers based on code-attached technology The State should have sanctions and management measures for individual brokerage activities 635 In fact, this practice certificate has not been recognized with proper value, has not been taken seriously, has not made the person feel proud and honored to have a certificate that really only works in the registration established real estate trading floor Regularly evaluate and classify real estate brokerage enterprises according to financial factors, corporate image in the media and assessments of industry experts, including: (1) Financial capacity expressed in the latest financial statements (total assets, total revenue, profits, capital efficiency ); (2) Media reputation is assessed by the Media Coding method - coding the company's articles on influential media channels; (3) Survey of experts in the industry In order to effectively communicate and preserve the image and reputation of businesses, businesses need to carefully choose information before publishing With the regular use of media as a means to promote products, the most frequently mentioned topic in the media of real estate businesses in the past year is the product Businesses that want to develop sustainably and have a professional reputation, especially in the field of real estate brokerage, need creative breakthroughs and new business models to meet customers' expectations for Three factors are quality service, prestige, reasonable price, clear sales policy; accurate and timely information; Making good consultancy process and post-consulting for customers Application of information technology to manage brokerage activities, especially the system of broker branches at home and abroad Not only mediate between the buyer, seller or lessor and the lessee but also perform services during the real estate sale and purchase process Building a team of professionally trained brokers will be an important factor in creating a transparent and developing real estate market, as a basis for applying technology in transactions Brokers participating in the real estate market need to have a practicing certificate, professional knowledge and skills, certain standards This is also the factor that makes the difference between professional and amateur brokers A proper broker should be able to provide comprehensive and reliable advice to the needs of each customer Following the same development trend, many investors have applied smart technology in managing and developing real estate projects such as Sunshine Group, Alpha King, Hung Thinh Corp, LDG, Van Phuc Group However, In fact, businesses are developing smart real estate in a fragmented, sporadic, lack of uniformity Infrastructure is lacking, so building smart cities is difficult In order for businesses to be investors in anticipation of this trend, the State needs to have policies and legal corridors to encourage businesses and the State to work more closely with the goal of developing the copper real estate market the set Currently, the application of 636 industry trend 4.0 is still in the early stages Building smart cities is a long-term vision, but now we are solving problems in the short term Speaking of a smart urban area, it is not possible to separate it from the general urban area, but it must have the connection between the two to create a panorama Therefore, one thing to emphasize is synchronization This is a problem in the long run, which requires great resources According to experts, Industry 4.0 can disrupt the labor market The emergence of modern industry will gradually take over the work of workers, causing unemployment on a large scale, especially insurance, real estate brokers Many people are also worried about the problem to keep information confidential when most people use smartphones, connect to the internet Technology is changing day by day, hour by day, requiring real estate businesses to be willing to change to adapt to the times Well-prepared human, financial and intellectual resources to cope with the trend is what real estate businesses need to In addition, the marketing team at businesses requires creativity, constantly updating trends to have the best marketing strategies for businesses As for the brokerage business, it is necessary to change the approach, the way to introduce products to customers as well as the sales method In the digital race, if you slowly change to keep up with the trend, you will definitely be left behind Conclusion The real estate brokerage in the digital age plays a particularly important role for the development of the real estate market and faces great opportunities and challenges Real estate brokers who want to succeed in business must invest in building a digital infrastructure system with full, accurate and up-to-date real estate databases In addition, real estate businesses need a team of brokers who are proficient in technology, brokerage skills, good quality, professional ethics, honesty, perseverance and deep understanding, broad on the real estate market Brokers' leaders must promptly grasp the real estate market's insights as well as make predictions about changes in the world real estate market and changes in digital technology to make strategies and books Appropriate strategies and solutions for brokerage business development REFERENCES [1] Gia Huy (2018) Racing smart apartments, investment Newspaper, http://reatimes.vn/dua-nhau-thong-minh-hoa-can-ho-28880.html [2] Hermann Pentek Otto (2016) Design Principles for Industrie 4.0 Scenarios, accessed on ngày tháng năm 2016 637 [3] Huyen Trang (2018) Five ways to manage real estate business in the digital age https://kinhdoanh.vnexpress.net/tin-tuc/bat-dong-san/5-cach-quan-tri-doanh-nghiepbat-dong-san-trong-ky-nguyen-so-3711296.html [4] Kagermann, H., W Wahlster and J Helbig, eds (2013) Recommendations for implementing the strategic initiative Industrie 4.0: Final report of the Industrie 4.0 Working Group [5] I-Scoop (2017) Industry 4.0: the fourth industrial revolution - guide to Industrie 4.0, https://www.i-scoop.eu/industry-4-0/ [6] Jürgen Jasperneite (2012) Was hinter Begriffen wie Industrie 4.0 steckt in Computer & Automation, 19 Dezember 2012 accessed on ngày 23 tháng 12 năm 2012 [7] Laus Schwab (2016) The Fourth Industrial Revolution: what it means and how to respond World Economic Forum Retrieved: 2018-03-20 [8] Marr, Bernard (2016) Why Everyone Must Get Ready For The 4th Industrial Revolution Forbes (blog) Retrieved: 2016-12-12 [9] Minh Trang (2019) Need to overcome inadequacies in the management of real estate brokerage http://baochinhphu.vn/Xa-hoi/Can-khac-phuc-bat-cap-trong-quan-ly-nghemoi-gioi-bat-dong-san/364128.vgp [10] Nam Thanh (2018) Smart urban, trendy or long-term trend? http://kinhtedothi.vn/do-thi-thong-minh-xu-huong-thoi-thuong-hay-dai-hoi322915.html [11] Pham Phuong Nam, Phan Thi Thanh Huyen (2018) Development of Vietnam Real Estate Market in The Industrial Revolution 4.0 The 1st International Conference on Contemporary Issues on Economics, Management & Business (1st CIEMB 2018), November 29th-30th 201, 2231-2240 [12] Phuc Thinh (2019) Workshop "Vietnam Real Estate Brokers - professional and international integration" http://www.hochiminhcity.gov.vn/thongtinthanhpho/tintuc/Lists/ Posts/Post.aspx? List=5eb16142%2Df62d%2D4d6e%2Da0c3%2D94b5fbf93d65&ID=62243 &Web =47b63c10%2D8ed8%2D4592%2D97d8%2D1f436710fa9b [13] Phuong Nga (2018) Industrial Revolution 4.0 has a strong impact on Vietnamese real estate http://cafebiz.vn/cach-mang-40-tac-dong-manh-me-den-bat-dong-san- viet-nam-201808 11155241915.chn 638 KỶ YẾU HỘI THẢO KHOA HỌC QUỐC TẾ INTERNATIONAL COFERENCE KINH DOANH SỐ &MARKETING TRONG KỶ NGUN TỒN CẦU HĨA DIGITAL BUSINESS & MARKETING IN GLOBALIZTION ERA -NHÀ XUẤT BẢN LAO ĐỘNG – XÃ HỘI Số 36, ngõ Hòa Bình 4, Minh Khai, Hai Bà Trưng, Hà Nội Đt: (024) 36246920; Fax: (024) 36246915 ***** Chịu trách nhiệm xuất nội dung: Q Tổng Giám đốc - Q Tổng Biên tập Phùng Huy Cường Biên tập sửa in: Nguyễn Thị Phương Chế thiết kế: Nguyễn Quang Dũng In 100 cuốn, khổ 20.5 x 29.5 (cm) In Xí nghiệp In Lao động Xã hội Địa chỉ: số 36 ngõ Hòa Bình 4, Minh Khai, Hai Bà Trưng, Hà Nội Đăng ký XB số 4539-2019/CXBIPH/02-216/LĐXH Quyết định XB số: 614/QĐ-NXBLĐXH In xong nộp lưu chiểu Quý IV/2019 ISBN: 978-604-65-4527-9 639