Building the brand development strategy of VNPT technology period 2016 2020 and vision 2025

ĐẠI HỌC QUỐC GIA HÀ NỘI KHOA QUẢN TRỊ VÀ KINH DOANH - DƢƠNG ĐỨC HẠNH BUILDING THE BRAND DEVELOPMENT STRATEGY OF VNPT TECHNOLOGY PERIOD 2016-2020 AND VISION 2025 XÂY DỰNG CHIẾN LƢỢC PHÁT TRIỂN THƢƠNG HIỆU VNPT-TECHNOLOGY GIAI ĐOẠN 2016-2020 VÀ TẦM NHÌN 2025 LUẬN VĂN THẠC SĨ QUẢN TRỊ KINH DOANH HÀ NỘI - 2020 ĐẠI HỌC QUỐC GIA HÀ NỘI KHOA QUẢN TRỊ VÀ KINH DOANH - DƢƠNG ĐỨC HẠNH BUILDING THE BRAND DEVELOPMENT STRATEGY OF VNPT TECHNOLOGY PERIOD 2016-2020 AND VISION 2025 XÂY DỰNG CHIẾN LƢỢC PHÁT TRIỂN THƢƠNG HIỆU VNPT-TECHNOLOGY GIAI ĐOẠN 2016-2020 VÀ TẦM NHÌN 2025 Chuyên ngành: Quản trị kinh doanh Mã số: 60 34 01 02 LUẬN VĂN THẠC SĨ QUẢN TRỊ KINH DOANH NGƢỜI HƢỚNG DẪN KHOA HỌC: PGS.TS HỒNG ĐÌNH PHI HÀ NỘI - 2020 DECLARATION The author confirms that the research outcome in the thesis is the result of author’s independent work during study and research period and it is not yet published in other’s research and article The other’s research result and documentation (extraction, table, figure, formula, and other document) used in the thesis are cited properly and the permission (if required) is given The author is responsible in front of the Thesis Assessment Committee, Hanoi School of Business and Management, and the laws for above-mentioned declaration Date………………………… i ACKNOWLEDGEMENT I undertake that all contents of this thesis are presented in my text and structure with great diligence in researching, collecting and analyzing the documents related to the brand in general and VNPT Technology in particular, as well as the guidance of Associate Professor Doctor Hoang Dinh Phi to complete the dissertation I am fully responsible for this commitment ii TITLE CHAPTER DECLARATION i ACKNOWLEDGEMENT ii TITLE CHAPTER .iii LIST OF ACRONYMS v LIST OF CHARTS vi Rationale Literature review Aims of research Objects of research Research methodology Thesis structure CHAPTER 1: THEORETICAL FRAMEWORK ON BRAND AND BRAND BUILDING 1.1 Overview of brand 1.1.1 The basic concepts 1.1.2 Characteristics of the brand 1.1.3 The role of the brand 1.1.4 Brand asset 10 1.1.5 Method of brand valuation 11 1.2 The process of brand building and development 12 1.2.1 What to before making a branding decision 12 1.2.2 Basic decisions about branding 13 1.2.3 Brand registration 17 1.2.4 Brand promotion 18 1.2.5 Brand Management 18 1.3 Challenges and experience when building and developing the brand 19 1.3.1 The challenge of creating a valuable brand 19 1.3.2 Experience in building and developing brand 19 CONCLUSION CHAPTER 20 CHAPTER 2: THE STATUS ANALYSIS AND EVALUATION OF VNPT TECHNOLOGY BRAND 21 2.1 Overview of VNPT Technology 21 iii 2.1.1 History of formation and development 21 2.1.2 Operation objectives 22 2.1.3 Business philosophy 22 2.1.4 Business performance of VNPT Technology 22 2.2 VNPT Technology brand, building and developing 24 2.2.1 Identify basically VNPT Technology brand 24 2.2.2 The status of building and developing the VNPT Technology brand 25 2.3 The objective need to build the VNPT Technology brand 37 2.3.1 WTO accession, opportunities and challenges for VNPT Technology 37 2.3.2 The objective necessity of brand building VNPT Technology 38 CONCLUSION CHAPTER 39 CHAPTER 3: BUILDING THE BRAND DEVELOPMENT STRATEGY OF VNPT TECHNOLOGY PERIOD 2016 – 2020 AND VISION 2025 41 3.1 Strategic orientation for VNPT Technology brand development 41 3.1.1 Orientation of building and developing the brand name of Vietnam 41 3.1.2 Orientation development of VNPT Technology 42 3.1.3 Strategic orientation for VNPT Technology brand development 42 3.2 Building strategy and sustainable development of VNPT Technology brand 44 3.2.1 Group solutions to enhance competitiveness: 44 3.2.2 Group solutions to strengthen and enhance the brand image VNPT Technology 48 3.3 Some recommendations 54 CONCLUDE 56 REFERENCES 57 APPENDIX 59 APPENDIX 60 APPENDIX 63 iv LIST OF ACRONYMS VNPT : Viet Nam Post and Telecommunication IT : Information Technology NGN : Next Generation Networks WTO : World Trade Organization PSTN : Public Switched Telephone Network Mega Wan : Wide Area Network Mega VNN : Viet Nam Net GSM : Global System for Mobile Tvod : Tivi on demand 10 Mb/s : Megabyte/ second 11 VINASAT : Vina Satellite 12 PR : Public Relation 13 ADSL : Asymmetric Digital Subscriber Line v LIST OF CHARTS Chart 1: Awareness of VNPT Technology’s logo 23 Chart 2: The channels approaching to VNPT Technology of customers 23 Chart 3: VNPT Technology stands for phrase 24 Chart 4: How to read the name VNPT Technology 24 Chart 5: Understanding of customers in the field of operation of VNPT Technology 24 Chart 6: Customer perception of the type of activity - 25 Chart 7: Satisfaction with product quality - 25 Chart 8: Satisfaction on Telecom service 25 Chart 9: Level of satisfaction on Telecom service 26 Chart 10: Level of satisfaction with the service deployment 26 Chart 11: Bothered of tvod (TV on demand) service comes from - 26 Chart 12: Bothered of fixed phone service comes from - 27 Chart 13: Bothered of mobile equipment service comes from 27 Chart 14: Bothered of the Internet equipment service comes from 27 Chart 15: Customer’s confidence on the change of VNPT Technology 28 Chart 16: Changes are expected by the customer - 28 vi Rationale Business history has been witnessing the sustainable development of many powerful economic corporations in the world Even in Vietnam, brands such as Sony, Coca Cola, Honda, Heneiken are ingrained in the minds of consumers, can say that this is an integral part of the daily life of millions of people, they always desire to own, use the above products to enjoy a full life Starting from the actual competition situation, the question is how today's businesses are going to survive and develop in this fierce and vital competitive environment, which is a question of Various opinions and answers However, the answer is that companies must build a good brand for themselves and that brand must be domineering in the consumer’s brain One of the most important goals of a business is to be liked by consumers more than competitors, so how can the business that? Is differentiation really necessary? In all cases where consumers have a choice - the answer is yes Why? Because consumers will choose based on the distinctive differences in their perceptions Only a few seconds to choose, so little But the success, failure lies in that situation: consumers will choose based on the perception of differences between many factors, not on the value of the product that temporarily depends on their perceived value Moreover, on the market, there are not many really different reasons for choice For example, when a consumer selects a car, all of the brands and styles are known to give customers the most important elements such as: utility, reliability, safety, convenience, the choice of brand and style will then be based on what is considered less important, such as the design of the backlight, the paint is harmonious or outstanding? It can be said that good brands often bring some outstanding benefits It deserves a higher price It helps to firm up or to overcome competition easily It can slow or stop the erosion of market share It increases the company's appeal to markets and brings tangible value to the business The world economy is entering a new stage, which is global integration and its results will undoubtedly offer huge material and spiritual values to humanity Accompanying the pace of economic development of the world, Vietnam as bearing a new breath in the construction and development of the country In the past few years, Vietnam has made remarkable progress in economic, political and social development, which has gradually attracted the attention of the international community However, if we not try harder, the development gap with other countries remains a concern In general, we must inherit the progress, the precious experience from the progressive point of view, combined with the enthusiasm of Vietnamese, we will certainly make miracles for country The concept of brand and branding emerged as a highlight, making it a prominent part of the modern economic viewpoint, which resulted in the resounding success of emerging economies Is the brand with Vietnam enterprises really a concern? How have our businesses prepared their image in the process of international economic integration? Where we start branding on, and how we it? It can be said that the brand has received a lot of attention from the majority of consumers, especially those who business, because the brand will lift all of us to a new level of production and consumption over away from the traditional way of enjoying life in the past With the eagerness to present clever ideas on brand and branding, the writer of the thesis chose a big industry which has a long history of development, Vietnam Post, it is building and developing the brand as the center of analysis for the dissertation and bring all the time, research ability, knowledge learned and especially the advice and suggestions of Associate Professor Doctor Hoang Dinh Phi to complete this thesis in the best manner with the following contents: Subject: BUILDING THE BRAND DEVELOPMENT STRATEGY OF VNPT TECHNOLOGY PERIOD 2016 – 2020 AND VISION 2025 Literature review To perform the Research objectives and missions Research has fabricated, the thesis uses a combination of systematic approaches, investigation method and synthesis- comparison Basically the thesis approaches the point on some specific methods as follows: - Information collection method The secondary information: was collected by method of research document to synthesize theoretical basis, analysis reports related to the thesis The Sources of information include: Statistical Yearbook, industry and local reports available related to the research topic of the thesis Books, newspapers, magazines, research works, workshop documents and from internet Reports and documents of VNPT Group Primary information: conducted by two methods (qualitative research and VNPT Technology has implemented many social activities such as contribution to gratitude fund, fund for the poor, fund for disabled people; building solidarity house; donate gratitude houses to difficult families; remote areas; Provide wheelchairs for disabled and disabled people Solution 7: Build and maintain close relationships with customers, creating emotional bond between the brand and the customer Branding is not only about providing customers with high quality products and services, fulfilling the promises of customers but also maintaining close relationships with customers, the emotional bond between the brand and the customer VNPT Technology must strive for branding, and the ability to create and maintain relationships with customers based on that endeavor will be based on emotion, not reason Both are essential in branding, but the emotional factor is the key to success - without it, the brand of the business does not exist Building a close relationship with customers will help the business maintain loyalty of customers with their brand In order to this, VNPT Technology needs to develop appropriate care policies for each customer in order to satisfy the needs of customers, create emotional bond between customers and VNPT Technology In order to well perform customer care, VNPT Technology should take the following measures: - Strengthen education so that all staffs in the whole system are aware of the importance of caring for customers and consider customers as companions on the way of development - Organizing customer conferences is an opportunity to listen to the feedback of customers using VNPT Technology's services, learn and open new demands, express the gratitude of VNPT Technology to customers, commend the big customers with the reward, because the gift has high service sales - Strengthening the care of customers through the after-sales form: giving gifts to customers on the occasion of the big holidays in the year, wedding day, birthday, anniversary of the establishment of enterprises - Develop a questionnaire to collect feedback from customers on the quality of products and services; The attitude and attitude of the employees to take measures to improve the quality of products and services, meet better customer satisfaction Solution 8: Promoting research and branding in the region and the world To achieve high brand recognition in the market, we must conduct branding in and out In addition to promotion activities, brand promotion in the domestic market, VNPT Technology should promote research and branding in the region and the world 53 The best solution for this purpose is VNPT Technology to promote trade and investment in the region as a fulcrum to be in the world market VNPT Technology must seek and utilize joint venture models, linking outside the national territory, promoting participation in fairs, introducing technology, products or introducing culture of the brand, linked with the national culture Solution 9: Other solutions In addition to the above solutions, in order to develop the brand sustainably, VNPT Technology also needs to pay attention to the following issues: - Enhancing the use and uniform use of VNPT Technology brand image "Technology for your life" on prints, documents, properties, economic contracts - Print brochure, diversified brochures advertising products and services provided to customers to advertise the types of products and services they provide, creating conditions for customers Easy to capture information about products or services - Continuous improvement of VNPT Technology's website so customers can look up information in a good, fast and accurate way - Implement good customer service standards of transaction points, manage and use effectively transaction space to bring convenience to customers when trading will have a good impression on VNPT Technology, the better impression the customer retention, the better the customer will return to the next transaction and the next - Create an impression, image of a VNPT Technology is always alive, is not boring - Effectively resolve customer complaints thoroughly - The good implementation of this solution group will contribute to consolidating and enhancing the image of the brand, is also the basis for the sustainable development of VNPT Technology brand 3.3 Some recommendations The state has to improve its policies and laws on industrial property rights, especially in terms of trademarks It is necessary to regulate more strictly advertising and protection of trademarks The state needs to revise the regulation on advertising costs because advertising costs now amount to 15% of the total cost, which limits the advertising of the business In addition, the State should strengthen its functions and powers in enforcing the protection of industrial property rights State management agencies should review and develop policies in line with new conditions in line with international practices in order to create favorable conditions for enterprises to compete and develop The State must actively participate in supporting 54 businesses in general, VNPT Technology in particular about the brand, creating favorable environmental conditions in the building and development of the brand The State should provide consultancy services such as holding meetings to invite enterprises to exchange information on state policies as well as issues that enterprises often encounter difficulties in the market, providing the system Information for businesses, the establishment of legal consultancy organizations as well as how to build and develop the brand and guide businesses to comply with the law The State has signed international conventions on trademark protection for Vietnamese enterprises when participating in international trade, such as the Paris Convention and the Madrid Agreement Participants not violate each other, helping businesses at the same time protect their trademarks in all participating countries 55 CONCLUDE It can be said that the brand is an intangible asset but contains a tangible strength, when it determines the choice of customers for your product or service, even if it affects to the failure of the business For that reason, a direction for the brand is always a challenge for the business One thing is for sure, the valuable lesson to create a strong brand is encapsulated in three words: relevance, differentiation and trust, and the branding strategy first comes first Business must persist in providing the customer's expectations from the brand, consistently and effortlessly committed to the customer, always answering the question: what is our brand's benefits? for customers and for the social community Currently, VNPT Technology is a state-owned enterprise in the fields of Telecommunications and Information Technology with more than years of foundation and development Fairly speaking, the products and services of VNPT Technology are modern, potential, quality and have all the qualities to become a favorite brand In the coming time, VNPT Technology needs a comprehensive marketing strategy to create a comprehensive image VNPT Technology can build a common brand strategy and under the general strategy there will be a series of branding strategies for individual products and services Before building the brand outside, VNPT Technology must build the brand right from the inside All employees of the company must understand and love the value of the company's products and services and efforts to convey those values to customers in the most effective way Finally, it is a good thing to keep up with the world economic development that Vietnamese businesses are stepping up with new thinking and new visions that have gradually changed the face of the country with a new wind, cool, young, accretion embellish the value of the brand name Brand name is always sustainable but is constantly moving, and in the strategy of creating and developing the brand, the important role belongs to the enthusiastic, dynamic and creative people who find the right direction for the brand Hope that the success of the strong brands such as Mobifone, Viettel, Vincom will be expanded to more, so that we have more and more powerful brands bearing the pride of Vietnam on process of international economic integration 56 REFERENCES  Journal/periodical articles Phạm Thị Liên 2016 “Nhận biết khách hàng thƣơng hiệu doanh nghiệp viễn thơng- nghiên cứu điển hình cơng ty Viettel”, Tạp chí khoa học Đại học quốc gia Hà Nội: Kinh tế Kinh doanh, tập 32, số  Books Ngơ Xn Bình 2005 Marketing bản, Nxb Thống Kê, Hà Nội Bộ thông tin Truyền thông 2012 White Book 2012- Công nghệ thông tin Truyền thông Việt Nam 2012, Nxb Thông tin Truyền thông, Hà Nội David F.D Alessandro 2007 Cuộc chiến thương hiệu: 10 quy tắc để xây dựng thương hiệu bất diệt, Nxb Lao động Xã hội, Hà Nội Nguyễn Văn Đát, Nguyễn Thị Thu Hằng 2007 Tổng quan viễn thơng, Học viện Bƣu Viễn thông, Hà Nội Nguyễn Quốc Thịnh.2018 Quản trị thương hiệu, Nxb Lao động xã hội, Hà Nội VNPT Group (2017), VNPT brand handbook, training materials, Hanoi VNPT Group (2018), Survey Report on VNPT Trademark Identification, Training Materials, Hanoi Prof.Dr Hoang Dinh Phi, Lecture Notes “Management of Strategies & Plans”, Training Document for HSB-MBA, 2015 10 Claudie Clot 2011 Online Brand: The Complete Reference 11 Carol Phillips.2012 The hostile brand strategy 12 Philip Kotler 2010 Kellogg on Marketing, John Wiley& Son, inc 13 Keller, K.L.2003 Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Upper Saddle River: Prentice Hall  Dissertations 14 Nguyễn Thị Minh Anh 2003 Những giải pháp chủ yếu nhằm nâng cao hiệu kinh doanh Tổng cơng ty Bưu viễn thông Việt Nam, Luận án tiến sĩ, Đại học Kinh tế Quốc dân 15 Nguyễn Thị Nhung 2019 Xây dựng phát triển thương hiệu Viettel, Luận án tiến sĩ , Viện Hàn lâm Khoa học Xã hội Việt Nam 16 Trần Thị Anh Thƣ 2012 Tăng cường lực cạnh tranh Tập đồn Bưu Viễn thơng Việt Nam điều kiện Việt Nam thành viên tổ chức thương mại giới, Luận án tiến sỹ, Viện nghiên cứu Quản lý Trung ƣơng  Online journal articles / advance online publication articles 17 Diễn đàn Doanh nghiệp, Xây dựng chiến lược kinh doanh: Bài học thành công 57 thương hiệu lớn, http://plato.edu.vn/xay-dung-chien-luoc-kinh-doanhbaihoc-thanh-cong-cua-cac-thuong-hieu-lon/ (05/4/2018) 18 Lê Hƣờng, Thƣơng hiệu mạng viễn thông đắt giá giới? 19 http://xahoithongtin.com.vn/thi-truong/201703/thuong-hieu-mang-vien-thongnaodat-gia-nhat-the-gioi-559586/ (05/4/2018) 20 http://www.lantabrand.com 21 http://www.thuonghieuviet.com.vn 22 http://www.vnpt.com.vn 23 http://www.vnpt-technology.vn/ 24 http://www.mobifone.vn 58 APPENDIX VNPT GROWTH PATTERNS THROUGH STATISTICAL DATA Internet market share in Vietnam Resource: http://english.mic.gov.vn Number of products that VNPT Technology has sold to the market in 2018 8000000 7000000 6000000 5000000 4000000 3000000 2000000 1000000 Resource: VNPT Technology 59 APPENDIX SOME TYPICAL PRODUCTS OF VNPT TECHNOLOGY ADSL Modem- iGate AW300N iGATE AW300N is a modem for high-speed Internet broadband in ADSL/ADSL 2+ standard, combined with Wifi router which allows users to use “802.11n” standard wireless with speeds up to 300Mbps AON CPE - iGate FW040 iGate FW040 is AON Optical network terminal combined with router and wireless access point with high speeds up to 300Mbps The iGate FW040 is an ideal Optical Wireless Router forenterprise network GPON ONT - IGATE GW040H GPON ONT iGate GW 040H is designed for FTTH scenario It provides high speed internet access, IPTV, voice IP and Wi-Fi for home network connection It is an Open ONT, could work with many OLT vendors such as: Nokia, Huawei, ZTE, Dasan, Zyxel and more It provides a high speed WiFi 802.11a/b/g/n/ac access with MIMO 2x2 antenna The device is a part of GPON total solution developed by VNPT Technology including ONT, OLT and system management system GPON Network Management 60 MULTIMODE LTE ROUTER - IGATE R4G 22N-01 Gate R4G-22Ncombines router, mobile broadband modem and access point function inside Simply insert the SIM/USIM card, the user can access and share 4G LTE or 3G mobile broadband connections through a secure wireless network or Ethernet The iGate R4G22N is an ideal solution for providing the internet sevice at any location WIFI ACCESS POINT OUTDOOR IGATE AP2OH-AC2500 iGate AP2OH is Outdoor WiFi Access Point following IEEE 802.11ac-wave standard simutaneouly on both 2.4GHz 5GHz bandwidth connection The device supports multiple advanced features such as speed limitation, capacity, time accessing, system management connection The device is suitable for outdoor public deployment IPTV SET-TOP BOX IPTV Set-Top Box is an electronic device using IPTV (Internet Protocol television) platform which enables users to watch TV and on-demand content VNPT SMARTBOX PC VNPT SmartBox is an education and entertainment device with the function of turning a normal TV into an Internet TV, allowing users to access attractively preinstalled content and application storage which are suitable for different age groups, fulfill demand of all family members 61 DIGITAL TERRESTRIAL TELEVISION SET TOP BOX DVB-T2 Digital terrestrial television set-top-box DVBT2 iGate T201HD is made by VNPT Technology following the Decision on Implementation of Vietnam Television Digitization Program roadmap by 2020 enacted by Vietnam Government VIVAS LOTUS S3 LTE The typical product of End-user Devices is VIVAS Lotus - the first smartphone researched, developed and manufactured in Vietnam Till now, this product has been launched the fifth version with powerful configuration, elegant design and numerous exclusive applications 62 APPENDIX MẪU PHIẾU KHẢO SÁT KHÁCH HÀNG BẢNG KHẢO SÁT KHÁCH HÀNG VỀ THƢƠNG HIỆU VNPT TECHNOLOGY Xin kính chào Q anh/chị Tơi tên DƢƠNG ĐỨC HẠNH Hiện tiến hành luận án Nghiên cứu Xây dựng chiến lƣợc phát triển thƣơng hiệu VNPT Technology Kính mong Quý anh (chị) vui lịng dành chút thời gian giúp tơi hồn tất phiếu điều tra để việc nghiên cứu đƣợc khách quan, xác kết nghiên cứu có tính ứng dụng thực tiễn Tôi xin cam kết dùng kết khảo sát cho mục đích nghiên cứu Xin lƣu ý khơng có câu trả lời sai, tất ý kiến trả lời có giá trị, hữu ích cho việc nghiên cứu Phần I Thông tin chung khách hàng Họ tên : Nghề nghiệp: Giới tính: ☐ Nam ☐ Nữ Độ tuổi ☐ 50 tuổi Phần II Thông tin thƣơng hiệu VNPT Technology Anh (Chị) sử dụng dịch vụ sản phẩm VNPT VNPT Technology (có thể chọn nhiều đáp án cho câu hỏi này) ☐ Dịch vụ triển khai lắp đặt, thiết lập mạng Viễn thông ☐ Dịch vụ viễn thông (di động, cố định, internet, truyền hình MyTV) ☐ Dịch vụ thuê kinh riêng (đƣờng truyền số liệu riêng) Gia đình Anh (Chị) sử dụng phát WIFI hãng (có thể chọn nhiều đáp án cho câu hỏi này) ☐ VNPT Technology ☐ Cisco ☐ TpLink 63 ☐ Huawei ☐ Hãng khác Theo Anh (Chị) biết VNPT Technology cung cấp loại dịch vụ sản phẩm sau (có thể chọn nhiều đáp án cho câu hỏi này) ☐Dịch vụ triển khai lắp đặt, thiết lập mạng Viễn thông ☐ Dịch vụ viễn thông (di động, cố định, internet, truyền hình) ☐ Dịch vụ chuyển phát bƣu điện ☐ Thiết bị modem wifi ☐ Điện thoại di dộng ☐ Đầu thu truyền hình số DVBT2 ☐ Sản xuất phần mềm Anh (Chị) dàng để mua đƣợc sản phẩm mà VNPT Technology cung cấp khơng? ☐ Có ☐ Không Anh (Chị) thƣờng mua sản phẩm VNPT Technology đâu? (có thể chọn nhiều đáp án cho câu hỏi này) ☐ VNPT cung cấp cho bạn bạn đăng ký dịch vụ VNPT(internet, MyTV) ☐ Tại cửa hàng điện máy, đại lý bƣu điện, siêu thị… ☐ Tại kênh trực tuyến (shop bán hàng online, fanpage ) ☐ Tại đại lý Ủy quyền ☐ Tại cửa hàng VNPT ☐ Khác (vui lịng nói rõ):………………………………………………… 10 Anh (chị) biết đến thƣơng hiệu VNPT Technology qua kênh thơng tin nào? (có thể lựa chọn nhiều đáp án) ☐ Qua phƣơng tiện truyền thơng đại chúng (truyền hình, báo, tạp chí…) ☐ Qua bạn bè, ngƣời thân ☐ Qua hoạt động xã hội VNPT VNPT Technology ☐ Qua cán bộ, nhân viên VNPT Technology ☐ Khác (vui lòng nêu rõ):………………………………………………… 11 Yếu tố sau giúp anh chị nhận diện đƣợc thƣơng hiệu VNPT Technology? (Vui lòng đánh số thứ tự ƣu tiên từ đến 6, thứ tự ƣu tiên cao 1) 64 … Tên thƣơng hiệu (tên công ty) ….Câu hiệu (slogan: Công nghệ cho sống) … Biểu trƣng(logo) … Màu sắc (màu xanh VNPT) … Website … Yếu tố khác 12 Khi nhắc đến nhà cung cấp dịch vụ mạng viễn thông ( dịch vụ triển khai mạng lƣới, dịch vụ cung cấp thiết bị cố định, internet…) anh (chị) nhớ đến VNPT Technology nhƣ nào? ☐ Nhớ ☐ Nhớ có trợ giúp ☐ Chƣa đƣợc biết đến 13.Anh (chị) đánh giá nhƣ dịch vụ viễn thông VNPT Technology cung cấp sau lần mua đầu tiên? ☐ Rất khơng hài lịng ☐ Khơng hài lịng ☐ Bình thƣờng ☐ Hài lịng ☐ Rất hài lòng 14 Theo anh (chị) yếu tố tạo khác biệt thƣơng hiệu VNPT Technology là? ☐ Chất lƣợng sản phẩm dịch vụ tốt ☐ Giá rẻ ☐ Hệ thống kênh phân phối thuận tiện (dễ dàng mua đƣợc sản phẩm) ☐ Hoạt động truyền thông hiệu (các quảng cáo ấn tƣợng, hoạt động từ thiện nhân văn….) ☐ Nhân viên chuyên nghiệp tận tình ☐ Khác (vui lòng nêu rõ)…………………………………………………… 15 Anh (chị) đánh giá sản phẩm dịch vụ viễn thông mà VNPT VNPT Technology cung cấp cho anh chị? (Anh chị lựa chọn nhiều đáp án cho câu hỏi này) ☐ Sản phẩm phù hợp với nhu cầu ☐ Sản phẩm phù hợp với nhu cầu 65 ☐ Sản phẩm không phù hợp với nhu cầu ☐ Quá nhiều sản phẩm lựa chọn sản phẩm cho phù hợp 16 Cảm nhận anh (chị) chất lƣợng sản phẩm VNPT Technology mang lại? ☐ Rất khơng hài lịng ☐ Chƣa hài lịng ☐ Bình thƣờng ☐ Hài lịng ☐ Rất hài lòng 17 Theo anh (chị) giá sản phẩm mà VNPT VNPT Technology cung cấp nhƣ nào? ☐ Giá cao ☐ Giá hợp lý ☐ Giá rẻ 18 Anh (chị) đánh giá chƣơng trình khuyến mại mà VNPT VNPT Technology cung cấp nhƣ nào? ☐ Triển khai thƣờng xuyên, liên tục, nhiều ƣu đãi ☐ Ít chƣơng trình, ƣu đãi ☐ Q nhiều, khơng có khác biệt nên khơng nhớ hết ☐ Khác 19 Anh (chị) nhận đƣợc thông tin chƣơng trình khuyến mại, giới thiệu dịch vụ sản phẩm VNPT qua phƣơng tiện nào? (Có thể chọn nhiều đáp án cho câu hỏi này) ☐ Website VNPT ☐ Qua tin nhắn nhà mạng ☐ Tờ rơi, banroll (áp phích) truyền thơng ☐ Các chƣơng trình bán hàng trực tiếp VNPT ☐ Các kênh truyền thơng đại chúng nhƣ báo chí, truyền hình, phát ☐ Đƣợc bạn bè, ngƣời thân giới thiệu ☐ Khác (Xin vui lòng nêu rõ) 20 Anh (chị) đánh giá quy trình cung ứng sản phẩm, dịch vụ VNPT nhƣ 66 nào? ☐ Phiền hà, nhiều thủ tục, nhiều thời gian ☐ Nhanh chóng, tiện lợi ☐ Chấp nhận đƣợc ☐ Khác 21 Anh (chị) đánh giá hoạt động chăm sóc khách hàng VNPT VNPT Technology nhƣ nào? ☐ Hài lịng ☐ Khơng hài lịng ☐ Khác (xin vui lòng nêu rõ) 22 Anh (chị) đánh giá nhƣ sở vật chất (hạ tầng, trang thiết bị, bảng biển,…) điểm giao dịch VNPT VNPT Technology ☐ Hiện đại, khang trang ☐ Cơ sở tồi tàn, thiếu tiện nghi ☐ Bình thƣờng, chấp nhận đƣợc 23 Ý định anh (chị) dịch vụ thiết bị VNPT VNPT Technology tƣơng lai ? ☐ Tiếp tục sử dụng (nếu sử dụng rồi) ☐ Chuyển sang Nhà cung cấp dịch vụ khác ☐ Sẽ chuyển từ nhà cung cấp khác sang sử dụng VNPT/VNPT Technology 24 Anh (chị) có sẵn sàng trải nghiệm sản phẩm VNPT Technology không (1 sãn sàng, chƣa sẵn sàng, bình thƣờng, sẵn sàng, sẵn sàng)? 1☐ 2☐ 3☐ 4☐ 5☐ 25.Tôi sẵn sàng nói chuyện với ngƣời khác dịch vụ viễn thông, sản phẩm VNPT VNPT Technology (1 sãn sàng, chƣa sẵn sàng, bình thƣờng, sẵn sàng, sẵn sàng) 1☐ 2☐ 3☐ 4☐ 5☐ 26.Tôi quan tâm đến dịch vụ viễn thông sản phẩm công nghệ thông tin (1 quan tâm, chƣa quan tâm, bình thƣờng, quan tâm, quan tâm) 1☐ 2☐ 3☐ 4☐ 5☐ Trân trọng cảm ơn quý Anh (chị) giúp đỡ hoàn thành bảng khảo sát 67 ... Technology brand The formation and development of the VNPT Technology brand, the status of the VNPT brand in the minds of consumers from which draws the existing causes into the orientation of building. .. orientation of building and developing the VNPT Technology brand name CHAPTER 3: BUILDING THE BRAND DEVELOPMENT STRATEGY OF VNPT TECHNOLOGY PERIOD 2016 – 2020 AND VISION 2025 The most important part... developing the brand of Vietnamese enterprises in general, about the formation of the benefits of a brand, specifically, we are at the heart of the development and brand development of the VNPT Technology?