Khóa luận tốt nghiệp ngành quản trị kinh doanh đại học Bách Khoa Hà Nội bản tiếng anh với đề tài: phân tích và đề xuất để cải thiển hoạt động Online Marketing tại công ty cổ phần truyền thống VDATA. Bài luận gồm 83 trang được tham khảo và sửa chữa bởi giáo viên và hôi đồng thẩm định.
MARKING SHEET BY THE SUPERVISOR: In number: In word: Signature In word: Signature Special remarks (if any): BY THE REVIEWER: In number: Comments: 2|P ag e TABLE OF CONTENTS LIST OF FIGURES LIST OF TABLES .5 LIST OF ABBREVIATIONS & ACRONYMS .6 ACKNOWLEDGEMENTS .7 INTRODUCTION CHAPTER LITERATURE REVIEW OF ONLINE MARKETING 10 1.1 Marketing overview 10 1.1.1 Marketing definition 10 1.1.2 The role of marketing 10 1.2 Online marketing overview .10 1.2.1 Marketing online definition 10 1.2.2 Characteristics of online marketing 11 1.2.3 Forms of online marketing 12 1.2.4 Benefits of Online marketing 13 1.3 Online marketing in business activities of the enterprise .13 1.3.1 Analyze the marketing environment 13 1.3.2 Market segmentation and target market 15 1.3.3 Market positioning 18 1.3.4 7Ps marketing policy 19 1.3.5 Tools of Online marketing 21 1.3.6 Methods for determining a marketing budget 24 1.3.7 Evaluate online marketing activities 25 CHAPTER ANALYSIS OF THE CURRENT ISSUES 28 2.1 Introduction to the company .28 2.1.1 The history of the company's foundation 28 2.1.2 Mission and Objectives 28 2.1.3 Organization structures 29 2.1.4 Main product and services 30 1|P ag e 2.2 The business situation of VDATA company in recent years 30 2.3 Factors affecting the online marketing policy of VDATA digital media joint-stock company 32 2.3.1 Macro environment analysis 32 2.3.2 Industry environment analysis 34 2.3.3 Main competitors 34 2.3.4 Internal environment 36 2.3.5 Comments 37 2.4 The situation of online marketing activities at VDATA digital media joint-stock company 38 2.4.1 VDATA marketing targets 38 2.4.2 Market targets 39 2.4.3 Position the product on the target market 41 2.4.4 The situation of online marketing activities of VDATA (Model 7Ps) 41 2.4.5 Marketing tools at VDATA 53 2.5 Evaluating the situation of deploying online marketing tools at VDATA 53 2.5.1 The situation of online marketing activities of VDATA company through customer reviews (questionnaire) 53 2.5.2 Evaluating the situation of deploying online marketing at VDATA 58 2.5.3 The general evaluation of online marketing activities of businesses 63 2.5.3 Factors affecting the online marketing activities of the company 64 2.6 Advantages, disadvantages and limited causes of online marketing activities 66 CHAPTER PROPOSED SOLUTIONS 68 3.1 Foundations for building online marketing policies at VDATA 68 3.1.1 VDATA's marketing targets in the period of 2020-2021 68 3.1.2 VDATA's online marketing targets 68 3.2 VDATA market analysis 68 3.2.1 Market segmentation 68 3.2.2 Identify the target market 68 3.2.3 Position the product on the target market 68 2|P ag e 3.3 Solutions to build media messages for the period 2020-2021 68 3.4 Solution for media online channels and tools from 2020 to 2021 69 3.4.1 Building an interactive on Facebook 69 3.4.2 Building VDATA's youtube channel 69 3.4.3 Advertise online on digital sites 69 3.4.4 Optimize the main website of the company and build more web sitenize 69 3.4.5 Search engine optimization SEO, SEM 70 3.4.6 Email Marketing 71 3.4.7 Public relations 71 3.4.8 Promotion 71 3.4.9 Personal sales 71 3.5 Proposal for budget and KPIs from 2020 to2021 71 3.6 Marketing solutions complementing online marketing activities 74 3.6.1 Product solutions 74 3.6.2 Price solutions 74 3.6.3 Solution on distribution 74 3.7 Some other solutions need to be implemented 75 3.7.1 Building and developing the brand of the business 75 3.7.2 Customer services 75 3.7.3 Security of personal information 75 3.8 Petition 75 3.8.1 People 75 3.8.2 Finance and facilities 76 REFERENCES …………………………………………………………77 ANNEXES ……………………………………………………………………… 79 SUMMARY IN VIETNAMESE .81 3|P ag e LIST OF FIGURES Figure 1.1:Forms of online marketing 12 Figure 1.2: Main bases of segmentation 16 Figure 1.3: Requirements for Effective Segmentation 17 Figure 1.4: The 7Ps marketing model 20 Figure 1.5: Tools of Online marketing 22 Figure 1.6: Methods for determining a marketing budget 24 Figure 2.1: Organizational structure model 29 Figure 2.2: Macro environment 32 Figure 2.3: Internal environment 36 Figure 2.4: The target customer segment is VDATA's business organization 40 Figure 2.5: The main interface of thuongieuweb 42 Figure 2.6: Website Rental Packages 43 Figure 2.7: Service Price List of Vdata Domain Name Rent 44 Figure 2.8: The Price of Seo web services 45 Figure 2.9: The service delivery system directly to customers 46 Figure 2.10: Product promotion form of VDATA 47 Figure 2.11: The website analytics tool 48 Figure 2.12: Diagram of the process provides services to customers 49 Figure 2.13: Process of handling customer feedback 50 Figure 2.14: Source of information approaching businesses 54 Figure 2.15: Brand awareness 55 Figure 2.16: Products used at the company 56 Figure 2.17: Media messages are impressed by customers 56 Figure 2.18: Comment on the content 57 Figure 2.19: The website interface of the company 58 Figure 2.20: The most searched keywords displayed related to VDATA 61 Figure 2.21: VDATA website rankings and traffic 61 Figure 2.22: Articles on Fanpage sharing about products VDATA 62 Figure 2.23: These posts are more invested on Fanpage 62 Figure 2.24: Factors affecting the online marketing activities of the company 65 4|P ag e LIST OF TABLES Table 2.1: Report on business results from 2017 to 2019 30 Table 2.2: Competitive analysis of VDATA .34 Table 2.3: Vdata's Current Software Service Table 41 Table 2.4: Workforce structure of the company 50 Table 2.5: Normal working 51 Table 2.6: Holiday schedule .52 5|P ag e LIST OF ABBREVIATIONS & ACRONYMS FAQs : Frequently Asked Questions ZIP code : Zone Improvement Program Code SEM : Search Engine Marketing SEO : Search Engine Optimization MMS : Multimedia Messaging Service CEO : Chief Executive Officer KPIs : Key Performance Indicators IT : Information technology HR : Human Resources SMEs : Small and medium enterprises 6|P ag e ACKNOWLEDGEMENTS] This thesis mirrors all the knowledge acquired during the last four years I have dedicated to the studies at university The path was not always the easiest, nevertheless, I would not have been here, at the end of my studies, without all of the hard work and people surrounding me I would like to express my gratitude to my supervisor professor Trong, for his valuable guidance and feedback provided which helped me to keep on the right track during the whole process of writing the thesis I would not be here without my parents to whom I would like to thank for the courage, unconditional support and motivation they are giving me every day I also want to thank my friends who always have stood by my side, have given me their honest opinion and constructive critics thanks to which I could move forward Lastly, I would like to thank VDATA digital media joint-stock company, and its representatives for the opportunity to work on the real case company as well as all the respondents taking part in the survey I also want to thank all the professors, friends and family members, who have been part of the journey which now, comes to an end -Signature of Student 7|P ag e INTRODUCTION Rationale The foundation of the Internet has offered new advanced business transactions and models for the world economy Online marketing is born to adapt to this rapid development of online business Therefore, online marketing has been becoming a crucial part of successful business stories in this modern technology era Many companies have already created competitive advantages by using this technology Online marketing offers businesses a transparent outlet for measuring and assessing the performance of the company`s marketing and advertising strategies Not to mention, it provides a level and cost-effective playing field for the company to compete with competitors Over the past three years, Vietnam has witnessed the success of social networking forms as a new tool for businesses access to market and target customers through forms of online marketing The benefits of online marketing for Vietnam's business include the ability to reach large target customers, the ability to reach potential customers all over the world, and the ability to customize the marketing for different sectors of the target customers VDATA Digital Media Joint Stock company is one of the typical companies in Vietnam to apply business activities' online marketing and achieve success over the years Therefore, online marketing has been becoming a crucial part of VDATA How does online marketing activities of VDATA? How to create greater customer value through online marketing? For that reason, in this graduation thesis, I learned and researched the characteristics of online marketing activities of VDATA and proposed a solution to improve online marketing activities at the company The title of my graduation thesis topic is: “ Analyse and propose solutions to improve online marketing activities of VDATA digital media joint-stock company” Objectives − Systematize basic theories and methods of development market and online marketing tools to promote commerce brand, product and service of the company; − Evaluate the benefits of using online marketing; − Analyze the situation of online marketing activities at VDATA digital media jointstock company − Find a suitable online marketing solution to enhance it promoting the company's brand, products and services that help it improve its competitiveness and search effective target market 8|P ag e Subjects and scope of the study • Subjects Research online marketing activities at VDATA digital media joint-stock company • Scope of the study Location: Studying the situation of online marketing activities in the northern region, especially Hanoi and neighboring provinces Time: Analyze the situation of online marketing activities at VDATA digital media joint-stock company (from 2018 - 2019) Research products: Products and services related to Website, Fanpage Methodology • Research through books: The main sources of books are curriculum and reference books, research articles, online marketing channels and plans • Direct investigation: Collecting information through survey sample tables, questionnaire for comments • Methods of statistics, comparisons, analysis and description to assess the status of online marketing activities of digital media joint-stock companies VDATA Research structure My graduation thesis includes chapter: Chapter 1: Literature Review Chapter 2: Analysis of the Current Issues Chapter 3: Proposed Solutions 9|P ag e In the process of carrying out business media activities, many online media tools will be used Each media content tool will be flexibly presented in forms such as videos, images, audio … 3.4 Solution for media online channels and tools from 2020 to 2021 3.4.1 Building an interactive on Facebook • Targets: Promoting brand image on Facebook, raising awareness, promoting trust in the brand Increase conversion rates, purchase on Facebook or convert customers on the website • Content of implementation: Building VDATA official fanpage with 10,000 likes Regularly posting articles with rich and attractive content, creating many minigames and promotion programs to promote purchases 3.4.2 Building VDATA's youtube channel ❖ Targets: Increase brand awareness, ability to identify and support sales to increase sales ❖ Content implementation: Focus on instructional videos, installation procedures Link from video to product website or main website ❖ Invest in video content with creative, new and humorous ideas that create a sense of curiosity and interest for viewers ❖ After creating a quality Fanpage, businesses will use Ads tools to reach viewers and target customers more easily 3.4.3 Advertise online on digital sites Invest in editing content, images to attract, attractive content readers Use Ads tool to promote the company`s brand • Targets: Maximize customer awareness, increase conversion rates for purchases from facebook, youtube, website • Content of implementation: ➢ The ad displays brand names and featured products ➢ The ad displays information about experience, buying and using instructions ➢ Sales promotions, promotions of products 3.4.4 Optimize the main website of the company and build more web sitenize • Although VDATA has been designed quite well with a simple and beautiful interface, VDATA should still invest more on the website in terms of form and content • Targets: Building a professional website system to increase awareness and convert buying behaviors • Content implemented: Content focused on products, improved content and images Next to the experience of choosing, using products and focusing on building interfaces for the target customers to easily access, pay for purchases … • How to perform: 69 | P a g e ➢ Form: According to a small survey on the web interface, the majority of those surveyed thought that the interface of the website was streamlined, but the form was not eye-catching Therefore, the proposal in the period starting from 2020 the site should rebuild more simply The content of the article is difficult to understand, the video and images are not eye-catching, so the company should change the interface accordingly, improve the article`s content to better suit the target customers Moreover, VDATA's website is designed for computer interface so when accessing the phone, the display interface will not be the same as on the computer, so it is necessary to use the technology for computer and mobile interface ➢ Content: Currently, most of the content on the website is related to the product, so I suggest that the content on the website must be more including the contact, support policy, warranty, shipping policy, delivery Because the company also has a media support department, it should focus on the experiences of applying technology, the experiences in supporting SEO and SEM activities ❖ Web sitenize: VDATA has a sitenize website thuonghieuweb.com, this website has been built with a good interface, other quality articles mainly related to website services and digital advertising VDATA should set up sitenize website that is a specific field or product such as a website for media services, etc These websites should look similar to websites even from layout or color which helps to unify the brand, creating a deep impression on the audience 3.4.5 Search engine optimization SEO, SEM • The company is still focusing on deploying and promoting this tool, some keywords are at the top of search but comparing with google's ranking and competitors are much inferior • Target: website traffic from google source is 10,000 people/month from main and secondary websites • Content of implementation: Build a set of keywords related to the brand or product, implement SEO content and use the cost for the SEM tool, propose a focus on keywords related to sales that are likely to transfer high conversion • To perform: To increase the interaction of potential customers on google search engines, optimizing the website is very important VDATA's official website will support keywords to promote the brand such as "Management software", "media services", "Information technology" The sitenize websites of each product will support their keywords For example, thuonghieuweb.com will support keywords such as "web design", "web rental", "web administration" This tool will cost a lot of business in the beginning but when it has achieved and achieved good results, it is a quite sustainable tool for brand communication and sales 70 | P a g e because customers have searched and visited on Google, they have a high demand for products 3.4.6 Email Marketing The company used to use email marketing but it was ineffective because the email sent was rampant and not suitable for target customers or potential customers However, with the upcoming communication plan that will bring more and more quality customer data to the company, the use of email marketing will be very useful in sending communication messages, sales, customer care 3.4.7 Public relations Promote public relations: People tend to read more and more online newspapers as well as follow news from vloggers with many followers so the company should create relationships and look to pages with many views or interact and register PR articles as well as PR for images, logos or products The company can also sponsor a gaming vlogger to spread their image Targets: to increase brand and product awareness The frequency of PR articles on major online newspapers at least once a month 3.4.8 Promotion Effective promotion policy: Promotion is a tool that every company uses because it promotes the purchase process However, many customers take it for granted, always get it when they buy The company should create an engaging program and attach it to a communication message that drives customer conversion in the shortest possible time 3.4.9 Personal sales Personal sales are always an advantage of VDATA because the company has not done well in online media activities If personal sales are done separately, there is no system like staff contacting themselves, finding customers by personal channels and relationships, personal sales also need to be pushed stronger forms through the website and Fanpage When customers connect with the company through website or Facebook, there is always a need for consultants to take care of support that not only shows the speed and also shows the company's professionalism If the company does this well, personal sales will also increase and it will be a great support tool for online communication 3.5 Proposal for budget and KPIs from 2020 to2021 Building online marketing solutions for the summer of 2020 ❖ Online media activity targets: Increase revenue from customers who have been, are using and are going to use VDATA products (needs installation, upgrade or maintenance) by 40% compared to the end of 2019 ❖ Targeted customers: All small and medium business owners wishing to use media services They are the ones who know VDATA One of them is doing business but now realizes the advantage of selling online and looking to online media ❖ Insight: The middle-aged business owners and owners of a business want to use technology to increase sales, grow their business on the internet They see their business potential when upgraded, but they are hesitant to find suppliers with stable quality and reasonable prices 71 | P a g e ➢ Creating eye-catching content and images with media messages posted on Facebook, Website, Youtube ➢ Seeding articles with paid tools, continuing to seeding in groups with high topic interaction ➢ Ads: Perform video ads on Youtube, Google and Facebook ➢ SEO, SEM: Continue to promote these tools to make the campaign more effective ➢ Email: Perform mail to potential customers and customers with data from the survey The email sent will transmit information about the programs in the second half of 2020, 2021 ➢ Public relations: Sponsoring contests on software design and information technology Promote articles on forums, blogs … ➢ Promotion: o Promotion: • New customers using the service for 10% off • Customer upgrading services by 20% • Customers use the full service 10% discount and get a screen worth million • Admin support, online communication, branding for free for month • Mini-Game: Lucky draw • Each customer will win a lucky draw with prizes of up to VND 10 million including: • 39 Inch TV • Office computer kit including tree and monitor • Installation package with free IP PBX activating prefix 1900 or 1800 • Wireless mouse KPIs and budgets: +Personal sales: Continue to promote personal sales tools through both corporate and personal channels 72 | P a g e Table 3.1: KPIs and budgets from 2020 to 2021 Category The second half of 2020 KPIs Budgets KPIs 2021 Budgets Articles, photos run ads on youtube, google, Facebook Traffic increased by 15 million Traffic increased by 10 40 million thousand, thousand people The number of likes on the The number of people Fanpage increased to like Fanpage increased to thousand (currently nearly thousand 300 people) Interaction rate, up 200% Interaction rate, up 200% SEO, SEM Website traffic increased million Website traffic increased 15 million by 100% by 150% compared to There are at least top 2020 Google search keywords There are at least top Google search keywords Promotion Traffic reach and 50 million Access and interaction 100 activities interaction increased by traffic increased by 100% million 50% PR 10% of people interested 30 million 25% of people interested 70 million in contests and forum in contests, forum articles learn and interact articles learn and interact with VDATA with VDATA Email Increase conversion rate million Increase conversion rate 10 million up to 30% up to 40% Personal sales The number of customers 10 triệu The number of customers 20 million increased by 10% increased by 20% compared to the present compared to the present 73 | P a g e Measure efficiency: ❖ In the process of implementing the strategy, businesses need to check and supervise to analyze whether the strategy is effective or not, then find out problems, errors to handle in time and decide whether to continue to deploy, accelerate or stop and change directions on time ❖ There should be a deadline for days, weeks and months to make sure the plan is on schedule The departments responsible for implementing are responsible for each content that they are in charge and self-assess and measure the results of their work so that they can deliver work properly ❖ The contents to be checked and assessed include: ➢ Implementation progress of the campaign, the objectives of the campaign, KPIs of each stage and each communication tool in the campaign ➢ Customer response through each specific stage ➢ Traffic after each stage and through each communication tool ➢ Balance of budget ➢ Contingency plans if problems occur 3.6 Marketing solutions complementing online marketing activities 3.6.1 Product solutions The information technology or communication services industry is growing rapidly, requiring constant improvement in quality, technology and software Currently, many outstanding items are sought but VDATA has not studied business, which is a disadvantage because the company has lost the opportunity to compete with other large enterprises The company expanding business will help the company improve business efficiency and competitive advantage in the market Currently, customers tend to be co-creative with businesses so customers will be very happy and have a good impression of the business This problem requires a highly specialized, knowledgeable staff of information technology as well as knowledge of the field and communication tools 3.6.2 Price solutions Currently, the company`s price is quite suitable for the target segment`s customers, however, this price does not give the company stable profits In a price-sensitive environment, the company needs more assurance of price flexibility Based on market demand, which products are more attractive, have high demand or require high expertise, the company needs to push prices up more suitable and products that are not the main demand of the market, which can reduce prices or used for promotion At the same time, the company needs to increase the use of discounts, package prices or additional products to stimulate market demand 3.6.3 Solution on distribution The company does not have an official distributor, most of them are the company`s employees contacting and seeking customers, which limits the company's potential Recommendation: the company should sign contracts with distributors who are individuals or small businesses along with the requirements for prices, distribution 74 | P a g e services, commissions and two parties directly negotiate These agents will provide products to consumers, if any customers buy, they will contact the supplier company 3.7 Some other solutions need to be implemented 3.7.1 Building and developing the brand of the business • As the competitive environment among businesses gets bigger, the brand will play a very important role Branding helps businesses create images and products in the minds of tourists is an invisible weapon to help businesses assert their position and gain customer trust In order for the brand to grow more and more, businesses should pay attention first Providing customers with truly quality and prestigious services in order to achieve to be trusted in the hearts of customers Enterprises need to develop effective media and advertising strategies Therefore, marketers need to consider carefully when choosing advertising tools Advertisement electronic is an increasingly popular form and is used by businesses too brand development process • The interface of the website must be the most consistent with the image of the brand in the brand identity system It must homogeneous and not different from other brand elements being conveyed 3.7.2 Customer services Customer services are not only done after sales but need to be performed before and during the sale Therefore, when introducing products through online channels should provide clear and instructions transparency on how to use the website, order online services, find additional information utility, payment method 3.7.3 Security of personal information To develop personal data protection mechanisms to prevent unauthorized use of information Specific responsibilities should be specified for the collection, use and transfer of personal data, taking into account the damages that may arise from the unauthorized use of information, and at the same time establishing measures Appropriate sanctions against the extent of damage can happen The establishment of reasonable personal data protection mechanisms to avoid the damage caused by personal information being illegally compromised and abused Besides, propaganda, dissemination, education of enterprises, state management agencies and the community on the protection of personal data must be focused At the same time, the need to increase cardinality for policy-makers, law enforcement agencies on personal data protection 3.8 Petition 3.8.1 People The company's employees are weak in professional knowledge and lack of practical experience, so when proposing ideas or campaigns is not realistic The campaign tracking process also does not track, analyze and take appropriate corrective measures Therefore, 75 | P a g e the campaigns are not as effective as expected and set goals Because human resources not have the expertise and experience, so the company takes a lot of time to train and waste human resources It is necessary to immediately foster more expertise and practical experience for the staff The majority of the marketing team serves marketing communications for the company's customers (these employees act as an agency) Therefore, the planning and implementation of the company's communication have not really been invested Employee media tools that are used most of the time are reused from previous campaigns regardless of their effectiveness The company needs to add personnel and have teams and committees in charge of specialized tasks The board of directors is most concerned with results, orders, revenues and profits Therefore, they have not paid much attention to branding, media process and the combination of effective media tools Therefore, the board of directors also needs to consider and research carefully the market to make the right decisions 3.8.2 Finance and facilities - Finance: Having a strong financial source to mobilize is very necessary The company needs to focus on promoting finance by investing activities, developing branches or issuing bonds The above activities need to be carefully researched by the company about its risks, however, this plan is quite optimal for businesses to boost their finance - Facilities: The company needs to focus on investing facilities to ensure the best working environment for employees and for the process of visiting and meeting customers to create an impression of an environment professional school Currently VDATA office is quite small and not enough room for the department so the company can invest in renting an office floor and separate working rooms for departments 76 | P a g e REFERENCES [1] B & T ELEY, Online Marketing Inside Out, STEELE, K (ed.) SitePoint Pty Ltd., 2009 [2] A HAMID, Consumers' Behaviour Towards, International Journal of Communications, 2, 195-204., N R., 2008 [3] ADEGOKE, Web still fastest growing channel in marketing mix New Media Age, 22, 12, Jensen, 2004 [4] V & B SHANKAR, The growing influence of online marketing communications., 2009 [5] P T Hoa, Internet Marketing, National Economics University, 2019 [6] G M A Philip Kotler, Principles of Marketing, Prentice Hall, 2010 [7] P K Gary Armstrong, Marketing, Pearson Prentice Hall, 2007 [8] Išoraitė, Marketing mix theoretical aspects International Journal of Research Granthaalayah, 2016 [9] M T & M Nuseir, 4Ps: A strategy to secure customers' loyalty via customer satisfaction International Journal of Marketing Studies, 7(4), 78., 2015 [10] P R Kotler, Principles of Marketing, Prentice Hall , 2007 [11] P G B L & S Bawa, Retail Service Quality's Impact on Value Delivery & Customer Satisfaction in a Retail Store Environment Journal of Marketing & Communication,, 2013 [12] N A H L F A S S A M & M Wahab, The relationship between and customer loyalty in hijab industry: : The mediating effect of customer satisfaction Procedia Economics and Finance, 37, 366-371., 2016 [13] Y & S Verma, Marketing Mix, Customer Satisfaction and Loyalty: an Empirical Study of Telecom Sector in Bhutan Indian Journal of Commerce and Management Studies, 2017 [14] M P B M & D Alipour, The Effects of the 7P Marketing Mix Components on Sporting Goods Customer Satisfaction International Journal of Business and Management Invention, 7(1), 20-26., 2018 [15] V A B Zeithaml, Service marketing: Integrating customer focus across the firm (4th ed.) New York, NY: McGraw-Hill/Irwin., 2006 [16] S a Berova, Economics and management, 2010 [17] I V A & V Daukseviciute, Marketingo priemoniu efektyvumo esme ir vertinimo galimybes., 2011 77 | P a g e [18] M a K Epstein, “Evaluating the Effectiveness of Internet Marketing Initiatives”, Society of Management Accountants of Canada , American Institute of Certified Public Accountants and Chartered Institute of Management Accountants, U.K, 2007 [19] C e al., Internet marketing: strategy, implementation and practice, Prentice Hall., 2006 [20] P T K Ngoc, Curriculum & Instruction Strategic Planning, 2019 78 | P a g e ANNEXES A)QUESTIONNAIRE: STUDYING THE SITUATION OF CUSTOMER'S BRAND AWARENESS TO VDATA Dear Customer! VDATA Digital Media Joint Stock Company thanks customers for trusting in using products of VDATA For the purpose of collecting your feedback and feedback on the company`s online marketing activities We hope you take some time to answer the questions below to help our business improve the quality of service better.\ Thank you! To answer the question, please click on the boxes next to the answers that you choose I Business information Full name of survey participant (may not answer) How old are you? Where are you working? Type of business Vietnamese company Enterprises with 100% foreign investment Enterprises in joint ventures with foreign countries Other types (including names) II Levels of awareness Do you know VDATA Digital Media Joint Stock Company? Yes No How you know about the company? Acquaintance Facebook 79 | P a g e Website Youtube Other media (including name) What products did you use at VDATA (can choose multiple answers) Management software Website design IP PBX Data center solutions Other products (including names) Do you know VDATA's media messages? Yes No Do you receive promotions from the company? Yes No Other idea 10 Do you know the content of the message used by VDATA? Yes No Other idea 11 Which media activity of VDATA are you impressed with? Prosperous Tet- Preferential price Bringing the best media solutions to customers VDATA brings potential for business development, professionalism and cost saving Sale promotion to buy product for product or reduce the percentage Other promotions 12 Your comments on the content of VDATA The content is quite interesting The content is really boring Because of too much expertise, I don't really understand Videos, true images, attract viewers Videos, photos are not attractive Another idea 13 What you comment on the VDATA website interface? Simple, easy to find, unattractive effect Simple, easy to find, nice effects, attractive Complex, hard to find, quite a nice effect Complicated, difficult to find, bad effect 80 | P a g e SUMMARY IN VIETNAMESE Nền kinh tế ngày chứng kiến vươn lên mạnh mẽ phương tiện kỹ thuật số Khi mà kỷ nguyên cơng nghệ 4.0 phát triển mạnh vũ bão lúc ta thấy sức mạnh Marketing Online ảnh hưởng lớn tới doanh thu lợi nhuận doanh nghiệp đặc biệt doanh nghiệp truyền thông kỹ thuật số Do vậy, câu hỏi đặt là? Hoạt động Marketing online doanh nghiệp diễn nào? Họ sử dụng cơng cụ Marketing online có thành cơng khơng? Các giải pháp Marketing đề có thành cơng khơng? Đó lý em lựa chọn đề tài luận tốt nghiệp là: “Phân tích đề xuất để cải thiện hoạt động Marketing Online công ty cổ phần truyền thông số VDATA” Bài luận tốt nghiệp em gồm có phần: Phần 1: Cơ sở lý thuyết đề tài Phần 2: Thực trạng hoạt động Marketing công ty cổ phần truyền thông số VDATA Phần 3: Đề xuất giải pháp Phần tốt nghiệp em tập trung lý thuyết hoạt động marketing online doanh nghiệp bao gồm: phân tích môi trường marketing ( môi trường vĩ mô, môi trường vi mô); phân khúc thị trường thị trường mục tiêu; định vị thị trường; sách marketing 7P; cụ marketing online; phương pháp xác định ngân sách marketing; đánh giá hoạt động marketing doanh nghiệp Đến phần 2, em chia thành mục nhỏ bao gồm: giới thiệu công ty; hoạt động kinh doanh doanh nghiệp năm 2028-2019;yếu tố ảnh hưởng sách Marketing online công ty;thực trạng hoạt động Marketing online công ty; đánh giá thực trạng triển khai công cụ Marketing Online;Đánh giá chung hoạt động marketing online công ty; điểm mạnh, điểm yếu nguyên nhân điểm yếu hoạt động Marketing online Nhìn chung, phần em phân tích đánh thực trạng hoạt động Marketing online công ty để làm bật điểm yếu, điểm mạnh hoạt đơng Marketing online từ để đưa giải pháp phù hợp Dựa sở lý thuyết thực trạng hai phần trên, phần em đề xuất giải pháp cho doanh nghiệp bao gồm: đề xuất lựa chọn thông điệp truyền thông cho doanh nghiệp từ năm 2020-2021; đề xuất giải pháp cho kênh công cụ truyền thông online Facebook, Youtube, quảng cáo online kênh kỹ thuật số, tối ưu hóa website cơng ty xây dựng thêm website vệ tinh, tối ưu hóa cơng cụ tìm kiếm SEO SEM, email marketing, quan hệ công chúng, xúc tiến bán hàng, kênh bán hàng cá nhân; đề xuất ngân sách KPIs từ năm 2020-2021; giải pháp marketing bổ trợ cho hoạt động truyển thông doanh nghiệp cuối số kiến nghị Những giải pháp đưa có nghiên cứu kỹ 81 | P a g e lưỡng phòng ban tham khảo cố vấn phù hợp với tình hình tài cơng ty tình hình kinh tế Việt Nam 82 | P a g e 83 | P a g e ... marketing activities at the company The title of my graduation thesis topic is: “ Analyse and propose solutions to improve online marketing activities of VDATA digital media joint- stock company? ??... customize the marketing for different sectors of the target customers VDATA Digital Media Joint Stock company is one of the typical companies in Vietnam to apply business activities'' online marketing. .. through online marketing? For that reason, in this graduation thesis, I learned and researched the characteristics of online marketing activities of VDATA and proposed a solution to improve online marketing