E marketing strategy of mobile world investment corporation = chiến lược tiếp thị điện tử của công ty cổ phần đầu tư thế giới di động

ĐẠI HỌC QUỐC GIA HÀ NỘI KHOA QUẢN TRỊ VÀ KINH DOANH - THÁI TRUNG HIẾU E-MARKETING STRATEGY OF MOBILE WORLD INVESTMENT CORPORATION CHIẾN LƯỢC TIẾP THỊ ĐIỆN TỬ CỦA CÔNG TY CỔ PHẦN ĐẦU TƯ THẾ GIỚI DI ĐỘNG LUẬN VĂN THẠC SĨ QUẢN TRỊ KINH DOANH HÀ NỘI - 2019 ĐẠI HỌC QUỐC GIA HÀ NỘI KHOA QUẢN TRỊ VÀ KINH DOANH - THÁI TRUNG HIẾU E-MARKETING STRATEGY OF MOBILE WORLD INVESTMENT CORPORATION CHIẾN LƯỢC TIẾP THỊ ĐIỆN TỬ CỦA CÔNG TY CỔ PHẦN ĐẦU TƯ THẾ GIỚI DI ĐỘNG Chuyên ngành: Quản trị kinh doanh Mã số: 60 34 01 02 LUẬN VĂN THẠC SĨ QUẢN TRỊ KINH DOANH NGƯỜI HƯỚNG DẪN KHOA HỌC: TS TRỊNH NGỌC HUY HÀ NỘI - 2019 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: 15 Jun 2019 Thai Trung Hieu i ACKNOWLEDMENT First of all, with deep gratitude, I would like to send my thanks to my teacher, Dr Trinh Ngoc Huy - who guided and helped me with many valuable comments and suggestions to make the thesis better I would also like to thank the teachers of the Hanoi School of Business and management - Vietnam National University, especially those who directly taught and helped me in the process of learning and doing the thesis Finally, I would like to express my sincere thanks to my family and friends for always supporting me during my research Author Thai Trung Hieu ii TABLE OF CONTENTS DECLARATION i ACKNOWLEDMENT ii ABBREVIATION v LIST OF TABLES vi LIST OF FIGURES vii INTRODUCTION 1 Urgency of the topic Literature review Research purposes 4 Research subject .4 Objectives Research 6.1 Data collecting methods 6.1.1 Secondary data 6.1.2 Primary data .5 6.2 Research methods 6.2.1 Qualitative research 6.2.2 Quantitative research 6.2.3 Research process 6.3 Sample design - Choose a template 6.3.1 Determine sample size .6 6.3.2 Sampling method 6.4 Official research 6.4.1 Scale 6.4.2 Data analysis techniques 7 Thesis structure CHAPTER I: THE BASICS OF E-MARKETING STRATEGY 1.1 Basic concepts .9 1.1.1 Definition of strategy 1.1.2 Marketing strategy 10 1.2 E-marketing and e-marketing strategy 11 1.2.1 E-marketing 11 1.2.2 Differences between e-marketing and traditional marketing 13 1.2.3 Basic e-marketing tools 14 1.2.4 E-marketing strategy 23 CHAPTER II: ASSESSMENT OF THE E-MARKETING STRATEGY OF MOBILE WORLD INVESTMENT CORPORATION 25 2.1 Brief overview of Mobile World Investment Corporation business 25 iii 2.1.1 The formation processes 25 2.1.2 Field of operation .25 2.1.3 Management structure of the Company 26 2.1.4 Recent business activities of the Company 28 2.1.5 Achievements 29 2.2 Current status of e-marketing at Mobile World Investment Corporation 30 2.2.1 Analysis of e-marketing strategy at MWG 30 2.2.2 Assessing the company's e-marketing strategy 39 2.2.3 Analysis of awareness of customers 39 CHAPTER III: MAIN SOLUTIONS TO IMPROVE MOBILE WORLD INVESTMENT CORPORATION E-MARKETING STRATEGY 52 3.1 The business direction and requirements to improve the effectiveness of e-marketing activity of Mobile World Investment Corporation .52 3.1.1 Current market context 52 3.1.2 The inevitability of improving the effectiveness of e-marketing activities of MWG 54 3.2 Main solutions to improve the effectiveness of e-marketing for Mobile World Investment Corporation 55 3.2.1 Measuring the effectiveness of the strategy .56 3.2.2 Controling quality 56 3.2.3 Improving e-marketing tools 56 3.2.4 Using the opportunities 60 CONCLUSION 61 REFERENCES 62 APPENDIX 01: DATA TABLES .66 APPENDIX 02: DRAWINGS, CHARTS, FIGURES .69 APPENDIX 03: CUSTOMER SURVEY 84 APPENDIX 04: SURVEY DATA 87 iv NO ABBREVIATION AR B2B B2C CRM ERP IT KOL KPI MDS 10 MWG 11 ORM 12 PPC 13 PR 14 QR 15 ROI 16 SCM 17 SEM 18 SEO 19 SERPs 20 SIM 21 SME 22 SMM 23 SMS 24 TOMA 25 TVC v LIST OF TABLES Table 1: List of 20 countries with the highest number of Internet users by 30 June 2017 66 Table 2: Distribution table of customer survey list 67 Table 3: Most valuable social media platforms 67 Table 4: Business results of MWG 67 Table 5: Revenue for the first 11 months of 2017 68 vi LIST OF FIGURES Figure 1: Average daily use of the Internet in Vietnam 69 Figure 2: Factors affecting the decision to choose a mobile retailer 69 Figure 3: Keys aspects of the 7Ps of the classic marketing mix 70 Figure 4: Differences Between Digital, Internet and Social media 71 Figure 5: The e-marketing strategy in the context of other plans 71 Figure 6: Google AdWords ad example .72 Figure 7: Management structure of the company 72 Figure 8: Important milestones of the company 73 Figure 9: Revenue and profit after tax of MWG over the years 73 Figure 10: The Gioi Di Dong and Dien May Xanh logos 74 Figure 11: campaigns that stirred up social networks from 18 December 2016 to 18 January 2017 74 Figure 12: Total interactions after two months of Dien May Xanh TVC 75 Figure 13: Details of a product on thegioididong.com website 75 Figure 14: Top 10 prestigious retailers in 2017 - durable goods, electrical appliances, refrigeration, jewelry 76 Figure 15: The top durable goods retailers listed by consumers in the online survey in September 2017 76 Figure 16: Top 10 e-commerce websites in Vietnam 77 Figure 17: Number of MWG‘s stores in 2017 77 Figure 18: Rate of enterprises having websites over the years 78 Figure 19: The rate of updating information on the website 78 Figure 20: Percentage of websites with mobile versions over the years 78 Figure 21: Percentage of enterprises with mobile sales app over the years .79 Figure 22: Average time spent by customers when accessing mobile e-commerce website or sales app 79 Figure 23: Percentage of enterprises having a business support website on mobile platform 79 Figure 24: Forms of website / mobile app advertising 80 Figure 25: Advertising costs by city group 81 Figure 26: Evaluating the effectiveness of website / mobile app advertising 81 vii Service count thai phuc vu anh huong den quyet dinh mua Total count vi tri thuan tien anh huong den quyet dinh mua Total count co nhieu san pham anh huong den quyet dinh mua Total count uy tin cua hang anh huong den quyet dinh mua Total 90 Others count ly khac anh huong den quyet dinh mua Total Statistics of reasons why customers choose to buy products TVC, internet count tham khao quang cao tren tv, internet Total count tham khao to roi, ap phich Total Count tham khao nguoi than, ban be Total Count tham khao khac Total III BUIDING COGNITION MAP Customers’ awereness TGDD Valid Valid Valid Valid 92 Nguyen Kim Valid Valid Statistics of criteria in order of importance Price Valid Valid 93 Brand Valid Valid Valid 94 Product quality Valid Valid Valid Average customer rating for each brand TGDĐ Statistics Valid N Missing Mean FPT Statistics Valid N Missing Mean Valid N Missing Mean Valid N Missing Mean N Valid Missing Mean Coordinates of attributes in multidirectional dimension Stimulus Number 96 Coordinates of brands in mult Stimulus Number Cognitive map 97 ... ASSESSMENT OF THE E- MARKETING STRATEGY OF MOBILE WORLD INVESTMENT CORPORATION 2.1 Brief overview of Mobile World Investment Corporation business 2.1.1 The formation processes Mobile World Investment. .. be immediately reflected in the steps the company takes Unequivocally, these steps are not similar in different cases or entities, however, coincidences between online strategies and earlier type... 1.2.4 E- marketing strategy 23 CHAPTER II: ASSESSMENT OF THE E- MARKETING STRATEGY OF MOBILE WORLD INVESTMENT CORPORATION 25 2.1 Brief overview of Mobile World Investment Corporation