B(> GIAO Dl)C VA DAO T~O TRUONG D~I HQC KINH TE TP HO CHi MINH * BiJI THJ SONG HA x_Ay DUNG CHIEN LlfOC KINH DOANH • • " CONG TY BRAND CONNECTIONS 2006-2010 Chuyen ngimh: Ma s&: Qmin tri kinh doanh 60.34.05 LUAN VAN THAC SY KINH TE NgtrO'i htr&ng dftn khoa hQc TS NGUYEN HUU LAM BQ GIAO Dl)C VA £),~.0 TAO TRUONG ElH IBi tU'Q'ng va ph~m vi nghH~n cifu: V &i mvc dich nghien ctru nhu tren, lu~n van nghien cliu v€ cac ct6i tuqng nhu sau: • Khach hang va khach hang tiem nang cua cong ty • Cac san phfim cua nganh djch Vl) QHCC va san phfim thay th~ • Ho~t d(>ng cua cong ty Brand Connections tir b&t ctĐ.u d~n ã Cac nha ã Cac nha cung dp cua nganh djch Vl) tren c~nh tranh nganh djch vv QHCC Nghien ctru dliqc thvc hi~n chu y~u ph;;tm vi TPHCM Phll'O'ng phap nghien cifu: CCJ sa ly lu~n cua lu~n van, tac gia sir dvng cac djnh ngh!a va quan di€m, mo hinh v€ chi~n luqc va chi~n luqc c;;tnh tranh cua David (1985) va Porter (1985, 1996) Ben c~nh d6 tac gia cling cung dp cac khai ni~m chung vS QHCC - trich tir quan di~m cua cua Huang (2002) Thl}'C hi~n nghien cifu: Nghien Clru dl)'a tren nghien Clru djnh tinh va nghien Clru dinh luqng D6i tuqng duqc phong vein la nhfrng ngucri lam marketing (giam ct6c nhan hi~u, giam ct6c marketing, can b9 marketing, can b9 djch vv QHCC, ) cua cac cac t~p doan nu&c ngoai, cac cong ty Vi~t.Nam l&n thuang hay sir dvng ho?c c6 ti~m nang su d1,mg djch vv djch vv QHCC Day la nhfrng nguoi c6 c:'mh huemg it nhi~u d~n vi~c quy~t djnh h,ra chQn djch V\1 QHCC N ghien • c(ru dinh tinh Xac djnh nhfrng tieu chi rna khach hang thuang d~t h,ra chQn m9t cong ty dich V\1 QHCC cho dƠ an QHCC cua hQ ã Xac djnh yeu du C\1 th€ cua khach hang theo tUng tieu chi n6i tren Nghien c(ru dinh Iuong Dva vao k~t qua nghien ctru djnh t1nh a tren, thi~t k~ bang diu hoi va ti~n hfmh nghien c(ru djnh luQ'Ilg Bang cau hoi se thi~t k~ g6m: Bang cau hoi - danh cho cac khach hang ti~m nang va cac khach hang cii, hi~n t?i cua Brand Connections d~ hQ danh gia muc d9 quan trQng cua tung tieu chi d~t Iva chQn djch vv QHCC Bang cau hoi - danh cho cac khach hang cii, hi~n t?i cua Brand Connections d~ danh gia dich V\1 QHCC cua Brand Connections theo cac tieu chi n6i tren Du li~u nh~n dugc se dugc xu ly va phan tich b~ng phfin m~m SPSS K~t qua cua nghien ClrU se dugc v~n dvng d~ phan tich SWOT cho Brand Connections Phan tich SWOT: D6i v6i vi~c phan tich moi truang n9i b9, mo hinh 7-s cua Mac Kinsey da dugc Slr dvng d€ phan tich Day c6 le Ia mo hinh thich hqp truang hqp vi mo hinh phan tich day chuy~n gia tri (Porter) thuang phu hqp d6i v6i cac cong ty san xufit, n~u chQn mo hinh so sanh nh6m chi~n luge (Porter) thi se khong c6 du thong tin d~ nghien ctru Mo hinh phan tich SWOT dugc su dvng lam ca sa d~ xufit cac chi~n luge kinh doanh cho Brand Connections: Cac di~m m= -4 12 2.25 754 218 1.77 2.73 i dich VI) OHCC -~+ -+ -t t t t t -t· - ~~~gda~ ~ 16-r _2_.3_1+- ._87_3~ 2_18-+_ _ 1._85_~ _2_.7_8~ _1-r' ~4-1 [Tot_al _ ~~ 2-'-.4_6-+l -''_83_8-lj -'_.1_19 +l -2._22 1-l 2_._70_.t ·_ _ _1_+ - _4_ ,1 Thl,lc hien dung cam ket ban dau • khOng c6 1• ' 15 I 2.00 816 676 309 175 1.24 · 1.43 76 2.17 1 1.80 >=4 12 1.92 669 193 1.49 2.34 hang d~u 16 1.50 632 158 1.16 1.84 11 3 - ·- - 2.14 1.87 1.58 v tuong gay shock j khOng c6 - 1.069 - · -·-· .743 900 404 Trang 27 1.87 3.85 y tlfong khac voi nhung cong ty dich v1,1 QHCC I khong c6 I ,- ~=~: -1] 481 1.39 3.75 1-3 15 2.53 1.457 376 1.73 3.34 >=4 12 2.00 953 275 1.39 2.61 I 16 2.25 1.183 296 1.62 ! 2.88 ! 1.220 172 1.97 ! - I >=4 ~ -~ 1.272 i 1-3 hap dan doi voi nglfCii tiau dung 2.57 fTOtal I khong c6 1:;~ ~ i hang d~u Y tlfong moi ·-·~ hang d~u I Total Kha ni1ng viet tot ~hOng c6 -3 · · 2.32 50 -~ -~ - -~ - -?§I]·-~~ - ~:2o2 1.43 535 15 1.47 834 215 12 1.25 622 ' 179: - - _ 16 1.50 1.033 ' 50 1.42 810 2.00 816 15 ~ -t- ~- 1.00 - ~:_92 l 1.93 86 1.64 95 2.05 1.19 1.65 309 258 ' - I 115 - I I 2.76 : I -~~_?:~~~ =I~+-·2oo ~ ~~:Iq 271 ' 1.57 16 2.31 602 151 I Total 50 ' 2.20 I 756 1.99 1.99 I ! 107 _ i ! _ _2.6~12.76 937 1.24 : 2.17 ' - i 1 ! 12 ··· · : >=4 j hang d~u + - I i ~ ' -·- 2.67 I T ~93 ~ ! -5 ~-LI -·-··· 2.631 2.41 I I 1 3 - - i Chtl thfch : 1-3 : da tung sfr dvng 1-3 cong ty djch vv QHCC >=4: da tu·ng sl'r dvng han cong ty djch Vl,l QHCC' hang dAu: da tirng Slr dvng qua cong ty djch Vl,l QHCC hang dfiu Bang 3.12- K~t qua phan tich Post Hoc Tests- Anh hmrng ciia cong ty djch QHCC tirng sfr d1,1ng (trich d§n) _M_~:!ltiple Comparisons Hiiu co ca·u td chli'c chinh quyli n, doan thi ; khOng co • khong c6 I I I I I I I 1.01 _L_ 3881 - - 403 i 041 I I 03 I ! -, I 1.33(*) -1.01 2.25 I ! sa 2.08 061 0741 I 1.14(*) 3841 0071 388 074 2.39 271 I -2.08 ! - 06 sa sa sa 13J 328 ; 32 !I 3o5 I I I ! i 1.ooo I 1.000 I I I -.77 i ·.52 I i I ; ' 1.04 1.16 I · · -1.14(*) 403 041 -2.25 -.03 -.13 328 1.000 -1.04 77 sa sa - ~ sa da tl/ng di,Jng 1-3 cOng ty djch V\1 QHCC dii titng sit dl! ng ~n c6ng ty djch I I 1.1 OHCC ' dii titng sit dl)ng I qua c6ng ty djch VIJ OHCC hang a~u da tUng di,Jng 1-3 khOng c6 cOng ty djch V\1 da tllng di,Jng 1-3 OHCC cOng ty djch V\1 OHCC da tll(lg di,Jng hcJn cOng ty djch V\1 QHCC da tUng di,Jng qua I cOng ty djch Vi,J QHCC himg d~u I kh6ng co ~-itng sit dl)ng c6ng ty djch da tUng di,Jng 1-3 j cOng ty djch V\1 VIJ QHCC OHCC I ! da tUng d~ng hon I ··- ·- Vl,l ~ 14 cOng.!Y_,=14 Hi!!'u·s~n ··-~·::~~\>~: I Mean 1.40 1.76 I I 1.50 1.58 1.80 I Std Deviation J 632 889 1 Std Error i 163! 94 650 758 676 2.16 , 1.80 2.00 889 676 632 1.75 : 2.17 1.12 1.36 1.43 1.88 1.80 1~ -·~ :3 1I 2.17 1.91 1.43 1.71 j ~5o_,'' 1~.7~o-tl_ _-~83~9-tl ~119 1.93 2.19 704 981 182 214 2.41 ' 2.17 2.29 ~ - 2.29 1.069 286 1 q 1j 1_:~6~i _1.:.9~j_ :3 ·- -~ 3 1.54 2.32 1.74 1.67 2.64 1 5··-5 _ -= ~= ~~ ~~ f:~i+ -::·~~:-ri :~~:~;-t-1 , ~~-t14 1r _ _ 1.05: 1.36 : 50 15 21 15 21 i 95% Confidence Interval for Mean Lower Upper Bound L Bound Minimum i Maximum 2.90 1.88 ! 92 , I I 2.4o -! -·-······ i 1.21 , - · - ····-··· -·····-·-··-r-·~ · pham c~n lam : 28 _33 21 1.43 676 148 1.12 1.74 QHCC >=34 14 1.86 864 231 1.36 2.36 ~~ -r r -r + -,_ -+ r r ~-! Total 50 1.44 705 100 1.24 1.64 -Hieutilis~~3-27 15 1.27 458 118 1.011 1.521 1J -~-2khach hang ;_=-·._ :' :.· ·- -~2~1+ -1-.8-1+ -1.-07-8-+ -_-23-5 + -1-.3-2-+! -2-.3-0-r -1-t-1. -15 33 c~ n lam QHCC 2.07 997 267 11 5405 I 21 9609, -~l1··r······· ~5· Total 50 • 1.72 · 948 134 ~K·h·a na~n~g~ph_a_n [_~2~~-~2-7~~ -1_5-r-~1.8~o-r-~·8~62-r-~·2_2~3+-_ _1._32~-lr~~~~ ·2_.2_a ~_··_-_~_~_-_-1_,lr·-·_···_··_ _4_ ~ -. r - !, ~2=}_:1 -~-~ -~~~ ~ ifng nhanh trlfC!ng hop g~p r 28 - 33 21 1.67 856 187 1.28 I ~~~ r r -+ t-~-' t + >=34 14 79 579 155 1.45 ! 50· 1.74 777 110 1.52: ~ -=- ::.: -t -r -+ -+ + ~-~ ~ .i Total Trang 30 l 2.06 2.12 1I 1·r· ··-·· ·4· 1.96 _ _ _ _ -. -r -+. - - ~ rn - Kha nangthl,lc hi~ n tot nhllng gl da cam k€t 23 - 27 28-33 I >=34 I Total i=34 Total t Lam QHCC m(>t each chien luoc 23-27 28-33 >=34 Total Luong truoc nhllng tinh huang co th~ xay 15 21 14 50 15 -21 14 50 15 21 14 23-27 l2s_- n - ~ : >=34 Total Quan he chinh I 23-27 quyen/ doan 28-33 th~ tot >=34 - · -Total ~-1 - Quan he tot voi 23- 27 nguoi co anh r;~ 33 huang XH >=34 Total _ i Quan he tot voi ph6ng vien/ bien t~p Quan tam t6'i IQ'i ich, nhu ctfu cila khach - -· 28-33 >=34 Total 23-27 i 28-33 ha~g v~ co ~.e ! ;~!~ xuat liang g1~ T~m nhin bao 23 _27 quat nhung c~ ~-33 th~ chi tiet i >=34 Total r Thanh cong W 23-27 nh[lng dl,l an 28-33 truoc d~y cua >=34 cong ty djch Total _V\1 ()H_C£: · -I Thi/C hi~n ~ ~~:17 dung cam kl!'t I 28-33 ban aa·u >=34 Total Uy tin !ham khao til cac ~ 23-27 28-33 214 U4 2.06 148 1.26 1.88 133 1.07 1.64 096 1.33 1.71 239 1.49 2.51 _, _ - : · 176 1.68 2.41 1.61 182 2.39 1.79 112 2.25 159 99 1.68 1.41 168 2.11 194 1.29 2.13 1.41 103 1.83 153 1.40 2.06 146 1.74_J ~- 2.35 1.45 I 221 2.41 I 1.72! 098 2.12 · 218 168 251 1.53 120 1.94 270 177 1.75 2.20 2.22 2.47 2.45 3.04 1.75 1.96 ;t-~~~ 1 1I 1l 3 3 3 3 1L 1J 1! 1J 1: 1 ~- 1 +t : I 50 15 2.18 850 1.047 811 21 14 2.33 2.57 2.79 50 r-15 21 14 50 2.56 1.73 2.05 2.00 1.94 15 21 14 1.67 2.38 1.64 617 921 745 50 1.96 856 ~ - 23-27 ~ 50 15 21 14 50 15 21 14 1.60 828 1.57 676 1.36 497 1.52 677 2.00 926 - - - - - - 2.05 805 2.00 679 2.02 795 1.33 617 1.76 768 1.71 726 1.62 725 1.73 594 2.05 - - 669 r -1.93 829 1.92 695 2.00 845 2.10 768 2.50 941 15 261 975 929 704 740 131 182 161 234 108 ! 877 767 ! 2.30 1.34 I 1.71 I 1.49 1.72 2.01 2.80 2.07 121 1.72 : 1.54 ! 2.03 i 1.76 i 1.21 1.93 704 182 870 914 190 244 50 2.24 847 120 2.00 15 21 2.13 2.67 915 236 174 203 1.63 2.30 2.06 119 2.22 14 2.50 50 2.46 838 15 21 14 50 15 21 t 1.47 2.05 1.64 1.76 2.33 2.52 I 64o 590 745 I 1 I 4 - -3 -3 ·3 ~ - 2.20 1J 1I 2.32 2.82 2.81 1 2.48 1 2.70 I 4 3.03 2.94 '- 1~_ :1_:1~ ~ 1_!2-L ~ _L 1.78 I 1.21 : 2.32 2.07 687 129 199 097 1.56 976 750 252 164 1.79 1.96 2.87 2.87 Trang 3/ 1 2.64 _ 1' 1 1i 1i 2.38 2.51 2.16 159 201 199 2.43 2.29 796 760 3.35 2.82 2.12 1.32 1.96 21 14 I 2.42 2.91 2.94 2.18 1 3 3 1 I I - ~ khac hag trllbc ctay 14 2.64 842 225 2.16 3.13 50 2.50 839 119 2.26 2.74 123 - 27 28- 33 15 1.87 743 192 1.46 2.28 1 I I 21 1.57 746 163 1.23 1.91 l2=1i - 14 2.14 949 254 1.59 2.69 1.82 I 825 I 117 I 1.59 1 : 2.40 828 214 1.94 >=34 Total Xllly t6t nhi1ng tinh hu6ng khan ca"p v tllang gay Total 50 23- 21 15 shock - Ytttil'ng khac vli'i nhi1ng cOng ty djch Vl,l QHCC ~v tlla~ moi 1?: ~- - - - - -T t6t I 2.86 · •· 4 21 3.05 1.117 244 2.54 3.56 >=34 Total 14 3.29 1.139 304 2.63 3.94 50 2.92 1.085 153 2.61 3.23 23-27 15 1.67 816 211 1.21 2.12 28-33 >= 34 21 2.43 1.248 272 1.86 3.00 14 2.86 1.292 345 2.11 L 3.6o 2:67 1.33 j _~-~ 1 1.97 - L - Kha nang viet 2.05 I 28-33 50 +Total hap dan ct6i voi ngVCii Mu dung I 23~~ 2~7~ -~ ~- -~-~- 15 c -~~~~+ - ~-~~~~ 1.13 352 1.48 928 - -·~~7~-l - ~ ~ 091 94 203 1.05 i 1 l i 28-33 21 >=34 Total 14 1.64 929 248 1.11 1.90 2.18 I 50 1.42 810 115 1.19 i 1.65 : 23 _27 15 2.00 756 195 1.58 ' 2.42 28-33 21 2.38 740 161 2.04 2.72 I I >=34 Total 14 2.14 770 206 1.70 2.59 50 2.20 756 107 1.99 2.41 ~-~ ~ Bang 3.14- K~t qua· phan tich Post Hoc Tests- Anh hmrng cua dQ tuBi (trich dftn) Multiple Comparisons I Dependent Variable each viet ke hoi,lch bien ban, bcio cao (J) Tu6i (I) TuGi 23- 27 Mean Difference · I (1-J) I I Std Error I i Sig I 95% Confidence Interval I I I Lower Bound I Upper Bound 23- 27 -.63(*) 244 040 -1.23 -.13 268 1.000 -.79 63(*) 244 040 02 1.23 151 -.12 1.12 249 151 l_2~ - 33 ~- - - -~ ~:5~ -~~~ ! -· -· - -1.12 12 28- 33 >=34 28- 33 23- 27 -.02 54 Ir · -· 28- 33 i~~~34~- - ~ >=34 50 ;;-~~-2-i -~-~~ -~ ~~3 >=34 23 - 27 _ 28 33 249 :268 1:06a ~4T -yg ~ ~ -~~~ ~~ ~ ~ ~ -r ~ Chi phi c;;tnh tranh so vdi d6i thu 23 - 27 28- 33 43 242 249 -.17 1.03 >=34 -.26 266 989 -.92 40 23- 27 -.43 242 249 -1.03 17 28- 33 Trang 32 >=34 23 - 27 28 - 33 >=34 -.69(*) 26 69(*) 247 266 247 022 989 022 -1.30 -.40 08 -.08 92 1.30 ~~~ ~ -~r -~-+ r -r - · ···· +-'->_:=3:. :4 - · ··-· [ ~ : Hi~usanph~m 23-27 ~_27 :=~=-=== = ~ ~-j can lam QHCC f-'2=.:8:_·_::3:.::_3_ _ -ll ·_36-+_ _ _.2_19-+-_ _ _ 3_17-+-_ _ _ _-._91-+ -·1_8_1 >=34 -.79(*) 241 006 -1.39 -.19 28- 33 23- 27 36 219 317 -.18 91 _=] I _ : 28- 33 >=34 23- 27 28- 33 >=34 >=34 -.43 79(*) 43 -.21 224 185 -.98 241 224 006 185 19 -.13 -1.01 13 1.39 98 58 322 1.000 Quan tam ll'li IQi 23 - 27 23 - 27 ich, nhu cau cua 28- 33 -.71(*) 268 031 -1.38 -.05 khac~ M~g va >=34 02 294 1.000 -.71 75 c6 de xuat dang - - - - - - - f - - - - - - - - l l - - - - - - + - - - - + - - - - - + - - - - - - - t - - - - - gia 28 - 33 23 - 21 71(*) 268 031 o5 1.38 I >=34 r2=8'-·-=3~3 ~ ~ + ~r _ >=34 74(*) 273 029 06 1.42 -.02 294 1.000 -.75 71 23- 27 -.74(*) 029 -1.42 -.06 273 28- 33 >=34 I 23- 27 i 28- 33 >=34 Thifc h~~n dun~ 23 - 27 cam kilt ban dau ! I 28- 33 23- 27 -.58(*) 220 -.18 58(*) 220 034 1.000 034 -1.13 -.78 o3 40 18 225 242 233 1.000 -.15 -.42 96 78 -.40 225 233 -.96 15 -.43 1.19(*) 397 857 -1.41 56 427 397 023 857 2.25 1.41 277 1.000 13 -.56 -.52 28- 33 >=34 >=34 23- 27 28- 33 I -.03 42 1.13 28- 33 28- 33 >=34 >=34 • 23- 27 28- 33 >=34 43 17 The mean difference is significant at the 05 level Trang 33 85 Bang 3.15- K~t qua phan tich bang cau hoi Descriptive Statistics Mean N Cach theo doi cOng vi~c Cach Viet ke hOi;!Ch, bien bftn, bao cao -Chi phi Ci!nh tranh so vCii doi thu Chi phi ro rang Chu dOng cOng vi~c OOi ngii nhan sv tot Hi~u cd cau t6 chltc chinh quy~n doan th~ Std Deviation 20 2.351 671 20 3.05 826 20 2.15 671 20 2.10 641 20 2.40 754 20 2.90 968 20 2.90 641 -·· Hi~u san ph~m can lam OHCC - - -·· - Hi~u tili khach hang can lam OHCC ·· -·· Kha nang phan ang nhanh tn.long hgp gap Kha nangthifc hi~n tot nhang gi da cam ket Kie n thac marketing vGng vang Lam OHCC mOt each chien luge Luong truCic nhGng tinh huong c6 th~ xay Ouan h~ tot vCii nglloi c6 anh huang XH Ouan h~ tot vCii ph6ng vien/bien t~p Quan t~m !Cii IQi ich, nhu cau cua khach hang va c6 de xuat dang gia Tam nhin bao quat nhllng Cl,l th€ chi tiel Thanh- cOng wntiarig-dif an truCic day cua cong ty d!ch vv OHCC Thl!c hien dung cam ket ban dau wcac khac hag tn.liJc day Xllly tot nhGng tinh huong kh~n c6ap vtuong gay shock Yluang 20 - ' 988 2.65 I , - - · -· 20 '2.35 875 20 2.70 865 20 2.35 587 20 2.45 686 20 2.95 686 20 3.10 641 20 2.85 489 20 2.85 587 20 2.40 598 20 2.15 587 20 2.90 553 20 2.75 716 20 2.10 553 20 2.80 616 20 2.95 510 20 3.10 641 20 2.80 768 20 2.85 745 20 2.40 821 • Ouan h~ chinh quy~n I doan the tOt Uy tin tham khao - kh