BO GIAO DUC v A , ,BAO TAO ' ~· "' TRUONG BAI HOC KINH TE TP.HO CHI MINH -~ - DUONG ViNH THU~N MOT so GIAI PHAP MfJ RQNG THJ TRUONG NQI DJA ? " CUA CONG TY SEASPIMEX Chuyen nganh : Qmin trf kinh doanh Ma s6 : 5.02.05 LU~N VAN TH~C SI KHOA HOC KINH TE Nguoi huang dfin khoa h9c PGS.TS vo CONG TUAN THANH PHO HO CHI MINH- NAM 2003 MUC LUC • • CHUONG : CO s(i LY LU~N VE THJ TRUONG CUA DOANH NGHitP 1.1 · Khai ni~m v~ thj tntong cua doanh nghi~p -1 1.1.1 Khai ni~m ··-················-· -1 1.1.2 D()ng cd d~ mO' r()ng thj tntong 1.1.3 Cac Io~i thj trliong 1.1.3.1 1.1 1.1.3.3 1.1 1.1.3.5 Thi tniong cua ngu'oi tieu thl;l -2 Thi tru'ong cua ngu'oi che' t(;l o Thi tru'ong cua ngu'oi ban ll;li Thi tru'ong ct'1a chinh quy~n Thi tru'ong qu6c te' - 1.2 Nghien cti'u thj trliong -·-········ 1.2.1 Xac dinh nhu cdu thi trliCing 1.2.2 Phlidng pha p nghien cti'u thj trliong 1.2.2.1 Dlj doan lu'Qng d u thi tru'ong - 1.2.2.2 Dlj doan lu'Qng c~ u tu'dng lai - 1.2.2.3 Phan khuc thi tru'ong 11 Phan khuc thi tru'ong 2/ Xac dinh cac phan khuc thi tru'ong hffp d~n -4 3/ Yeu c~u cua phan khuc thi tru'ong 4/ Llja chQn thi tru'ong ml;lc tieu 51 Binh vi san ph£m I 1.3 Nhfi'ng nhan to' lien quan de'n vi~c mO' r()ng thi trtiO'ng ······················-5 1.3.1 San phttm -········································································-5 1.3.2 Ghi ca ·····························•····••·•···•··•·••··••······•·••·•·•·••••••··•······· 1.3.3 Phan pho'i -··········································································· 10 1.3.4 Chtio'ng trinh xuc tie'n ············••···•·········•••···········••••·•·•·•·•••····· 12 4.1 Quang ca - 12 3.4.2 Khuye'n miii 12 1.3.4.3 Giao tie'p voi cong chung 12 1.3.4.4 Ban hang ca nhan - 12 1.3 4.5 Tie'p thi tn;t'c tie'p -: _ 12 1.3.5 Thie't l~p ngan sach chtio'ng trinh xuc tie'n ································13 1.3.5.1 Xac dinh theo ph~n tram tren doanh thu 13 1.3.5.2 Xac dinh theo s6 ti~n c6 du'.1:!:~~~ _:;::'_~~- _ ?.!2.~~- _ S!_t!.(! ················· ~:5111~ !i_ _ll_c~~-ai_l_u_t _ J~~~~(-)_u _4,5,~5 '.1!!:~? -~'-~~~~~ -· _-·· 5>'.11!.~ 13 l'ate gnn · 19 l;;t(\! l';i lim ngl!_ _J_S_S~lot~ _4.: ,4~~ ·-· ·-·· · bo -· ···-· , 2l Xtil• x!ch hco, bl1 , g;t , tOm .: _ -22 Xth: xil:h hcu, gil , Wm -····-··-···-·· ·· ·'-······· -~ 2.3 X1ic xit:h heo 411gr/