(Luận văn thạc sĩ) xây dựng thương hiệu nghiên cứu tình huống tại công ty thép thanh bình h t c

INTERNATIONAL EXECUTIVE MBA PROGRAM (leMBA) Chu'cng trinh Cao hoc Quan trj kinh dcanh Qudc t l BAN KHOA LUAN NAY O l / a C NOP CHO TRL/ONG DAI HOC IRVINE (MY) VA KHOA QUAN TRj KINH DOANH HSB (DAI HOC QU'OC GIA H A NOI) BAN KHOA LUAN TRONG CHU'aNG TRJNH D A O LA MOT PHAN BAT BUOC TAO THAC SY QUAN TRI THANG 10 2006 KINH DOANH QUOC T£ Phi duyet cua Chinmg trinh Cao hgc quan tri kinh doanh quoc ti Chu nhi^m chirang trinh Toi \ac nhan ring ban khda luaii da dap ixng dugc cac yeu cau cua mpt khoa luan tot nghiep thupc chuang trinh dko tao Thac sy Quan tri kinh doanh Chii tich Hoi dbng Chung toi, ky ten dirdi day xac nhan rang chOng t6i d3 doc loan bo khoa luan va cong nhan ban khda luan hoan toan dap img c ^ tieu chuan cua mpt khoa luan Thac sf quan tri kinh doanh Megh Shettyj Ciao vien hirdnK/dan I Cdc vien Hoi dong (Xep thu tir ten theo bAng chij cai) M.Ui)£.'.Y /^.6Cc /iw/ hCQ.MM SM.a:) m Mu£N 'iM.M.'^.JMO.m y.isfi.iify.jn H^ Nguyen Giio vien hudng din MUC LUC PHAN 1: MO DAU Su can thiet vd y nghia ciia de tdi nghien eiru Muc dieh nghien eiai de tai Mue lieu de tdi Phircmg phdp nghien eiru Ket cau cua khda ludn i ii ii iii iii PHAN 2: NOI DUNG KHOA LUAN CHI ONG 1: Ca SO" ly luan thuong hieu 1.1 1.2 1.3 1.4 SIJ'CAN THIET CUA THUONG HIEU 1.1.1 - Vdi khach hdng ngirdi tieu diing 1.1.2- Vdi cac doanh nghiep KHAI NIEM VE THU'ONG HIEU 1.2.1 - Quan diem ve khdi niem thuong hieu 1.2.2 - Cae yeu td cdu thdnh eiia thuang hieu 1.2.3 - Cac yeu edu eo bdn eiia mdt thuang hieu CAC CHU'C NANG CUA THU'ONG HIEU 1.6 CHUONG ' 1.3.1 - Phdn doan thi trudng 1.3.2 - Tao nen su khde biet sudt qud trinh phdt trien eiia san phdm 1.3.3 - Dua sdn pham khac sdu vdo tdm tri khaeh hang 1.3.4 - Tao nen djnh hudng va y nghTa eho sdn phdm 1.3.5 - La mdt cam ket giir nhd sdn xudt vdi khdch bang 8 9 CAC DAC TiNH CUA THUONG HiEU () 1.4.1 1.4.2 1.4.3 1.4.4 1.5 " " Thuang hieu ~ nhu mdt sdn phdm Thuong hieu - nhu mdt td ehirc Thuang hieu - nhu mot eon ngudi Thuaiig hieu - nhu mdt bieu tugng 11 ]2 12 13 GIA TR! THU'ONG HIEU, SU' C A N THIET PHAI XAY DUNG VA PHAT TRIEN THU'ONG HIEU CACBU'OCXAY DUNG VA P H A T TRIEN THUONG HIEU 14 16 Xay dung thirong hieu tai Cong ty thep Thanh Binh H.T.C 2.1 2.2 23 2.4 TONG QUAN MOI TRU'ONG VI MO 21 2.1.1- Mdi trudng kinh te chinh trj, xa hdi Viet Nam ( 2001- 2005) 2.1.2- Mdi trirdng edng nghe 21 22 TONGQILIAIN VENGWIANIMTIHEP ' TONG QUAN VE CONG TY THEP THANH BJNH H.T.C o-) 24 2.3.1 - Dae diem va md hinh td ehirc cdng ly 2.3.2 - San phdm ebdt lugng vd gia ed 2.3.3 - Tinh hinh eanh tranh 2.3.4 - Tinh hinh phdn phdi \d dich vu 24 25 i^., 27 KE HOACH MARKETING CONG TY THEP THANH BJNH H.T.C [imu 2.4.1 - Sir menh eua Cong t> Thep Thanh Binh 11 r.C 2.4.2 - Tdm luae \e ke hoaeh markeiinu 2010) 29 29 ^g 2.5 2.4.3 - Tom Urge eo hd' ^a thaeh thire diem >eu va diem nianh cua Cdng t\ Thep Thanh Binh H.T.C 2.4.4 - Cac \an de rut tir phan tieh iren eho ke hoaeh marketing cua Cdng t\ Thep Thanh Binh H.T.C 2.4.5 - Muc tieu ehi^n luge tir 2006 den 2010 eua Cdng ty Thep Thanh Binh H.T.C 2.4.6 - Khach hang muc tieu cua Cdng ty Thep Thanh Binh H.T.C 2^) THtJC TRANG XAY DU'NG THUONG Hl£U TAI CONG TY THEP THANH BINH H.T.C ;^ 2.5.1 - Khai quat chung tinh hinh xay dung thuong hieu tai Thanh Binh 2.5.2 - Danh gia thu'c trang \iec xa.)' dung thuong hieu tai Thanh Binh 2.5.3 - Chien luge xay dung thuong hieu eua Cdng ty Thep Thanh Binh H.T.C 33 33 37 3I 31 32 CHUONG 3: Cac gia! phap thuc hien cong chien luoc xay dirng thuong hieu 3.1 CAC GIAI PHAP HIEU N H A M XAY DU'NG THANH CONG CHIEN LUOC THUONG 4] 3.1.1- Can xac dinh va nam wung dac diem, tinh hinh ddi thu eanh tranh 41 3.1.2 - Nam virng dac diem tarn ly khach hang va khach hang muc tieu 43 3.1.3 - Ludn dinh hudng dung muc tieu ehien luge 46 3.1.4 - Xay dung va quang ba sau rdng hinh anh Thanh Binh H.T.C 47 - Thuong xuyen eung cap san pham dam bao chat lugng chuan 49 3.1.6 - Nang cao chat lugng dich vu va phuc vu khach hang 51 3.1.7 - Can tap trung thuc hien tdt mot sd ndi dung qui trinh xa\ dung va phat trien chien luge thuong hieu 52 3.1.8 - Thuang xuyen kiem tra, giam sat qua trinh thuc hien muc tieu \'t ke hoach ehien luge xay dung phat trien thuang hieu 53 3.1.9 - Thanh Binh can ed ke hoaeh hanh dong phii hgp 54 3.2 NHIJNG HAN CHH CUA KHOA LUAN VA HUONG NGHIEN CUU IIEP THEO 54 3.3 KET LUAN 55 Phani: Mo dau - Su can thict cua nghien cuu dc tai Chu'a huo gid Thuxmg hieu lai tro mot ehu de thai sir ma dtrgc cac doanh nghiep cae coquan quan ly nha nu'dc cae hiep hoi quan tam mot cac dac biet nhu hien na\ Da la doanh nghiep ihi khdng cd nidt doanh nghiep nao khdng bd edng sue \a lien cua de xa\ dung du\ iri va phat trien thuang hieu (trir doanh nghiep chup giat lira dao) Cae doanh nghiep tren the gidi lir lau da nhan biet sau sac rang thuang hieu la phu'ong lien ghi nhan \ a the hien qua c.ua doanh nghiep .no nang cao Lgi.th£vcanh_tranh va dem lai su.phai trien ben vung eho doanh nghiep khdng nhung the thuang hieu la mgl tai san hel sire Lo Ian Vi du nhu thuang hieu Coca-Cola dugc djnh gia 67 ty USD Mierosott - 56.9t\ IBM- 56 ty v\ (.) Viet Nam mot so thuong hieu cung da dugc dinh gia va chuyen nhugng chang ban kern danh rang Da Lan duge hang Colgate cua My mua lai vdi gia xap xi trieu I'SI).* Xep hgn\i 10 thuang hieu ndi tieng nhdt the giai 2006 Tru sd Cdng ty Gia tri thuang hieu (trieu USD) Xep hang 2006 2005 2006 2005 Coca-Cola HoaKy I I 67.000 67.525 2 Microsoft HoaKy 56.926 59.941 HoaKy 3 IBM 53.376 56,201 4 GE HoaKy 48.907 46.996 Intel HoaKy 5 32.319 35.588 6 Nokia Phan Lan 30.131 26.452 Toyota Nhat Ban 27.941 24.837 Disney Hoa Ky 27.848 26.441 McDonald's HoaKy 27.501 26.014 10 II Mercedes-Benz Due 21.795 20.006 Ngiidn: Business Week/Interbrand - Nha quan ly sd 38 8.2006 Mae dii vay vdi nhieu doanh nghiep nude \iec tao dung va quan tii thuang hieLi \an cdn la nipt van de \ a la va mdi me Khdng it doanh nghiep chi cham chul san xuai ^an pham ma ehua khai thac tham chi dc lang phi mat mat tai san khdng Id \dn cd da khdng hoac elura xav dinig duoi: thu'ang hieu Mot sd doanh nghiep khae cjuan niem don giun ILSO dung thuong '•' \:^iidn Le anh Cmmg 2003 "Tao dung va c/ua/i iri finrovg hieu - danh tiew^ va h/l nhiuin ".\'.\'B Lao d(h}v udni 2003 hieu ehi ihuan la dat eho san pham mot cai ten khdng nhan thirc da\ du du'ge rang de ed mot ihuxrng hieu ed gia tri thi la ea mot i.]Lia irinh hen bi \di nhCrng no lire lien Uic \a can dugc trg giup bdi cac phu'ong phap va ky nang chuyen biet (^ua thire tien ciia nhieu doanh nghiep eho tha\ \a co the ndi xa\ dung thucTug hieu tdt thi kinii dt)anh tdt f iri \a phal trien ihuoiig hieu lai ( on- u ihep Ihanh Binh HTC ndi rieng cung nhu cae doanh nghiep \'iet Nam IHM chunu - rhmrn*»pt!3p njiRT^n cuu 4.1 Phuang phap chu} en gia tir van lOe khoa luan dat chat lugng mong mudn khoa luan su'dung phuxnig phap ehu\en gia tir \an kei hgp \di khao sat thu thap phan tieh thdng tin sa eiip \ a thir cap 4.2 Plurong phap nghien euu thu thap dil lieu qua eac tai lieu Tai lieu nghien cuu la ngudn thdng tin \'d ciing quan giiip eho ban than cd long hgp kien thue da chieu ve ly luan tren ea sd de so sanh \ a rut cae van de tam phue vu eho ndi dung khoa luan - Ket cuu noi dung khoa luan Chuong 1: Co' so* ly luan ve ThuoTig hieu 1.1 Su can thiol eua thuang hieu 1.2 Khai niem ve thuang hieu 1.3 Cac chire nang tlurcrng hieu 1.4 Cae dac tinh ihiroiig hieu 1.5 C/ia trj thuang hieu 1.6 Cae birde xay dung thuang hieu Chuong 2: Tinh hudng Xay dung Thuong hieu cua Cong ty Thep Thanh Binh HTC 2.1 Tdng quan mdi irudiig vi md 2.2 Tdng quan nganh thep 2.3 Tdng quan ve cdng ty thep Thanh Binh HTC 2.4 Ke hoach Marketing C:dng ty thep Thanh Binh IITC giai doan 2006-2010 2.5 Thue trang xay dung thuong hieu tai Cdng l\ thep Thanh Binh HTC Chu'ong 3: Giiii phap thuc hien va ket luan 3.1 Cac giai phap nham thuc hien cong chien luoc \ay dung thuong hieu 3.2 \ h u n g han che ciia khoa luan J>3 Ket luan PHAN 2: NOI 1)1 NG KHOA LI AN • cmoNc; 1: * CO'so LV LL AN Tni()\(, UIVA L I' Sir cdn thief cua thu'trnq hieu Mot eau hoi that hien nhien Tai thuang hieu lai quan trgng'.' Thuang hieu co vai tro gi ma lam eho ehung cd gia in Idn nhu vay ddi vdi cac doanh nghiep? Vai trd quan cua thuang hieu ddi vdi ea khaehihang lan ban thdnicac cdng ty dugc the Ifiieoitreni nhic:u khiaicanh 1.1 /- Vdi khach hdng, ngitdi tien dung Thuong hieu giup ngudi mua tim kiem nhanh san pham (hang hda djeh vu) giam chi phi thai gian viec mua sam; Thda man ve tam ly hanh vi mua sam; Tranh bj lira ddi gian lan mua ban: Cd the dugc dam bao vdi eac dich vu cham sdc sau mua; Xae dinh dia ehi bao ve quyen Igi chinh dang cua minh Mdi quan he giua thuang hieu vdi khach hang cd the dugc xem nhu mot kieu cam ket hay giao keo Khach hang dat niem tin va su trung ciia minh vao thuang hieu va ngam hieu rang bang each nao dd thuang hieu se dap lai va mang lai Igi ich eho hg thuc chat, cae Igi ieh dugc khaeh hang cam nhan mot each rat da dang va phong phu Cae thirang hieu ed the xem nlur mgl edng eu bieu tugng de khach hang tu khang dinh gia tri ban than Vi du: Vdi mot sd ngudi lai mong mudn hinh anh mot thuang nhan nang dong va dat vdi ehiee xe Mercedes ddi mdi Thirang hieu ed the lam giam rui ro quyet dinh mua va tieu dimg mot san pham Cd nhieu kieu riii ro ma khach hang cd the gap phai: Rui ro chifc nang' San pham khdng dugc nhu mong mudn Rui ro va! chdl: San pham de dga sue khoe hoae the luc cua ngLrdi sir dung hoae nhung imudi khac Rui ro lai chinlr San pham khdng nrong xi'rng \di gia dii Ira Rui ro xd hoi: San pham khdng phii hgp vdi van hoa tin ngudng hoae chuan nurc dao dixc xa hoi Rui ro ic'im ly: San pham anh huong den sue khoe tinh than eua ngudi su dung Rui ro th(ri gian: San pham khdng nhu mong mudn dan den mat chi phi ca hoi dc lim san pham khac Mac dii khach hang cd nhung each khac de xir ly nhCrng rui ro nhung chae ehan ed mgl each ma hg se chgn, dd la chi mua nhung thuang hieu ndi tieng nhat la nhung thuang hieu ma hg da cd nhCrng kinh nghiem tdt qua khu Vi vay thuang hieu ed the la mot edng eu xu ly rui ro rat quan Tdm lai vdi khach hang, y nghia dae biet cua thuang hieu la cd the lam thay ddi nhan thue va kinh nghiem cua hg ve eac san pham San pham gidng het cd the dugc khaeh hang danh gia khae tiiy thude vao sir khac biet va uy tin ciia thuang hieu hoae cae thude tinh eua san pham Thuang hieu gdp phan tao mot gia trj ca nhan, mot cam giac sang trgng va dugc tdn vinh eho ngudi tieu dung Thuc te mot thuang hieu ndi tieng se mang den eho khaeh hang mot gia tri ea nhan nao dd edng dong lam eho ngudi lieu dimg cd cam giac duge sang trgng hon ndi.bat han.,ed danjj.cap-hon.va dirac tdn.vinh.hon.khi tieu dunjj.hane,.hoa.manii.thuonL' hieu da 1.1.2 Vdi Cdc doanh nghiep Ddi vdi eac doanh nghiep thuang hieu ed rat nhieu vai trd quan trgng nhir: Cdng tv cd dieu kien tao dung dugc nhdm khach hang chung thiiy: Thuan Igi han viec ma rdng thi trudng md rdng va phat trien eac tuyen san pham da dang hda eae loai hinh san xuat - kinh doanh dich vu Ddi vdi doanh nghiep thuang hieu cdn cd mot sd vai trd quan iigng sau: Bang 3- 1: Phdn loai \a dae diem mua hanu eua khaeh hanu Loai hinh D\ DN nhd nuae DN tu Cty TNHH Cty ed phdn nhdn Cd nhdn Tieu diing Tdn sudt mua Ddc diem mua hdng So Thanh luang todn Nhieu Ngay/ cham ThdntiQuy Vira phdi Ngay/ cham Tudn/th ang It Ngay Khdng xde dinh \gicdi tham gia \hia hdng CB Vat tu Giam ddc etv NVien Chu DN Thanh lodn CB Vat tu Giam doe cty NVien Chu DN Ngudi su dung Ngudi sir dung S^^udi qnvel dinh Thanh todn CB Vdt tu Gidm ddc ctv Mua CB Vat tu Giam ddc ctv NVien Chu DN :: Ngudi sir dung , NVien Chu DN Ngudisir dung Ddc dicDi khac Gui gid CO ddv du boa dan hgp dana Gia hgp ly diing loai hang Gid ebdt lugng Ngudn: phdn loai khdch hdng cua cdng ty thep Thanh Binh HTC Viec nam vij:ng dac diem, tam ly ciia khach hang Id vdn de vd ciing quan trgng kinh doanh ndi chung dae biet xdy dimg thuong bieu, bdi vi ddi tugng khach hang eiia Thanh Binh khdng phai dan thudn la mot ed nhan hay mot doanh nghiep ma a ddy Thanh Binh ed rdt nhieu nhdm khdeh hdng moi nhdm lai ed rdt nhieu ddi tugng, hay eae ed nhdn khde tham gia vd qud trinh mua ban Chinh dilu dd tao rat nhieu su khde biet khaeh bang, bieu dugc khdeh hang Id da mot phdn phuc vu tdt eho khdeh hang, mat khde ed hieu duge khdeh hdniz Thanh Binh nuVi dua dugc ede chien luge thieh hgp thoa man duge nhu eau khach hdng thoa man dugc khdeh hang thi Thanh Binh mdi ed duge hinh dnh khdch hdng De hieu dugc dac dilm tam ly khach hang Thanh Binh cdn phdi thirdng xuyen nam vung nghien eiru dae tinh tdm ly khdeh hdng bdng viee trao ddi, tham dd true tiep hay gian tiep qua dilu tra Viec nghien eiru danh gid thoa man nhu cdu hay ddnh gid phdt trien eua thuang hieu Thanh Binh ed tbi thdng qua danh gid mire tang truang vl doanh thu va san lugng cung nhu tang truang vl sd lugng va tdn sudt cung nhu sd lugng sd Idn mua hang eua khach tirng qui hav nam It nhdt moi nam Thanh Binh phai cd mot Idn tham dd ddnh giii tdm lv nhu cdu monu nuidn eua khdeh hang, de tir dd ddnh gid hieu qua thuang hieu eua minh 45 ->•/ )'- i^iidii dinh Inn'/ng dimg tunc tieu chictt linrc De ihire hien mot edeh cd bieu qua mue tieu chien luge xav dung phdt trien thirang hieu iru riroc bet viee djnh hudng muc tieu ehien luge phdt trien chung eua Cdng tv Ihep Thanh Binh H.T.C' lien trinh hdi nhap kinh te the gidi phai phii hgp va sdt vdi thuc te Djnh hmmg dung muc lieu, ed ehien luge hgp ly Id van de rdt quan trgng eho Thanh Binh boi vi nlu dinh huang sai khdng sat thuc te se dan den hdnh ddng sai hieu qua thdp hoae tham ehi thdt bai Xdy dung vd dinh hudng muc tieu Id djnh hudng dudng di vd dich cdn din Id thude qiia trinh thuc hien ehien luge vi vay djnh hudng diing mue tieu va chien luge Id rdt can thiet qua trinh thuc hien ehien luge xdy dung thuong hieu ciia Thanh Binh bai vi de xdy dung cdng thuang hieu, Thanh Binh phdi gan lien viee xdy dung thuang bieu viee thuc hien cde ehien luge ehung ciia cdng ty sudt ca qua trinh boat ddng Den de ndng cao khd nang eanh tranh nganh vd nen kinh le hdi nhap Thanh Binh xde djnh eho minh chien lirgc kinh doanh la: "Phat trien thj trird-ng cu, khai thac md" rong thj trud-ng mdi tren ca stf gia ca ho"p ly, djch vu da dang", nham dat dugc cde mue tieu ea ban la doanh thu tang trudng 25-30% / nam; Igi nhuan sau thue 1-1.2 %/doanh thu: thj phdn tang 3-3.5 % /nam bdng cdch thuc hien tdt ehiln luge xay dimg thuang hieu dd la: "Ludn cai lien vd ndng cao chdt luang cde dich vu cho khdeh hdng, xdy dung dime ddi ngii cdn hd nhdn vien Idm viec cd tinh chuyen nghiep cao de tao hinh anh rieng biet (cd Irinh ihdnh thao v^ chuyen mdn caa cd kha ndng gdy cam tinh gdy dn tuang tdt vi/i khdch hdng) cua Thanh Binh, thdng qua chuang trinh truyhi thdng khuyk mdi de(!)tao cho khdch hdng co dn tuang (nhdn thitc) ddc Met vS Thanh Binh H.T.C vd (2) ghi sdu hinh anh cua Thanh Binh H T C' vdo khdch hdng Dl thue hien tdt djnh hudng tren viee xay dung vd phat trien edng thuong bieu eua Cdng ty thep Thanh Binh HTC Id vd cimg quan trgng vi vay Thanh Binh can xac djnh rd rang tu tuang viee xay dung phdt trien thuang hieu eua minh da Id ehien luge phat trien thuang hieu edn dugc thue hien thdng nhdt thdi gian ddi va ed su dam bao nhat djnh \c tai chinh 46 ? de CO du kha nang dn djnh phdt huv Igi thi eanh tranh Cdn trdnh ngd nhdn de ddn din ehu quan hoae thav vi qud tu ti md bo Id ea hdi khdng ddu tu xdv dimg thuong hieu mot caeb lang phi ma nen tap trung ngudn lire ndng eao nang lire canh tranh ed the tra thdnh cac ddi tae chien luge eua eac nha lieu thu Idn nude de eung cdp san phdm mang thuang hieu eua chinh minh Tuy nhien djnh hudng b^ng muc tieu ehiln luge cu the da Id nhu vay nhimg dilu quan a ddy Thanh Binh can quan tdm din kit qua de tir mdi cd can cir ddnh gid va dilu ehinh cho phu hgp Cdc can cir ed the diing de danh gid dd Id doanh thu doanh so sd lugng khdeh hang tang truang vd mdt di thdng nam la bao nhieu, Ihi phdn tang moi nam Id bao nhieu sd khdeh hang nhdn biet ve cdng ty tang bao nhieu dl lam duge dilu ndy Thanh Binh phai cd su thdng ke phdn tieh ddnh gid sd lieu thirdng xuyen hdng thdng, qui dong ihdi cd ede bien phdp dieu ehinh ke hoach, cd gidi phap thuc hien huu hieu vd kjp thdi, ed vay mue tieu vd ehiln lucre mdi ed djnh huang dung 3.1.4- Xdy dung vii quang hii sdu rang hinh dnh cua Thanh Binh I Imh anh ki noi dung cua thirong hieu nhir da trinh bav irong phan co- so- l\ luan " iluronLi hieu la hinh anh ve san phdm dich vu hoac doanh nghiep duac luu lai tdm iri ngudi tieu dimg " \"\ \-d\ Ihanh IVmh can phai co bien phap quang ba sdu rong hinh anh ca \e s;in [iham va v.lic.h •• !i cilnLi nlur CDC \eu tii kh.ac lien quan den loan h\) hoai ddng cua d^anh nghi^-p i\en duge \-()i khach hang Hinh anh cua cdng tv Thep Binh phai dugc lien he vd hinh thdnh tri nhd khdeh hdng vl Thanh Binh nhu mdt nhd thuang mai hay cung irng dieh vu Hinh anh i hanh Binh phu thude vdo eae ylu to nhu; (I) cae san phdm ma edng ty kinh doanh, (2) ede hoat ddng duge edng ty tiln hanh, vd (3) each thire edng ty giao tiep vdi khdeh hdng Hinh dnh edng ty llianh Binli thuang hieu edng ty phdi ggi len dugc nhung lien tudng den eae sdn phdm djch vu eua minh, eung dugc phan anh qua tinh cdch \d dae diem eua nhdn \ien tronu Cdng ly Gid tri thuang hieu eua cdng ty eung dugc nang len nhd eac nhdn vien trt)ng td ! ! ;, chuc eua minh ehu veu la nhd nhirnf'no l)ir-.,,M r - i-^ • i - •i• luiLin^ no JUL cua dgi ngu nhan vien va su phat tnen quan he cua '"i*^ ^^^i l^haeh hanu Do la nhun" nhdn vien ^^n r u~ • •• M i i iiLui^ iiiiaii vien -.dn sang lam bat cu viec gi kha nang cho phep de ldm thoa man khach banu Trong ba den bdn nam tdi cdn phai la duge eae yeu edu sau viee quang ba hinh anh eua minh Id: Tao duac sir lien tuang ve hinh anh cimg lv lap trung vdo khdch hdng Id idm cho khach hang biet den Thanh Binh nhu mgl noi sdn sdng ddp irng cde yen edu eua khdeh hdng va cham sdc khdeh hdng Khi dd, khdch hang tin rang "nhu cdu eiia ho se duac thdu hilu" vd ednii tv Thanh Binh la nhd kinh doanh thep Idn Gidi phdp de Thanh Binh lao su lien tudng hinh anh vd ede gid tri eua minh Thanh Binh can thdng qua cdc chuang trinh vd hoat ddng ho trg tai trg edng ddng dilu dd ed nghTa Id Thanh Binh mudn tao hinh dnh ciia minh khaeh hdng vd edng ehimg dugc sdu rdng thi Thanh Binh edn phai ed ddu tu mdt khoan tdi chinh nhat dinh De ed hinh dnh tdt Thanh Binh cdn tao dirge sir tin nhiem ddi vdi khdch hdng vd ldng tin eua i khdch hang vao cdng ty, rang dd Id Thanh Binh la noi eung cdp sdn phdm dieh vu thoa man nhu edu va mong mudn eiia khdch hang Sir tin nhiem eua cdng ty lien quan den danh tieng ma cdng ty cd dugc tren thi trirdng Nhimg su tin nhiem dd Cdng ty Thanh Binh can tao cho minh ed dugc eac yeu td sau: Sir chuyen nghiep eiia Cdng ty Sir tin cay cua Cdng ty Cdng ty phdi dugc ddnh gid Id trung thue, tin cay vd nhay cam \di nhu edu eiia khach hang Sire thu bin eua Cdng ly: Cdng ty dugc danh gid id dugc nhieu ngudi ua thieh cd sue thu hilt, ed iiid tri nanu ddnu v.v 48 Tom lai tao ndn hinh anh cho Thanh Binh la se tao gia iri thuong h,eu khanb Bmh ( ong l> phai ed nhieu each - true tiep hay gian tiep - tao nhung hinh anh va quang ba hinh anh mot each tieh cue vd hieu qua nhdt Khi thue hien giai phdp nav dilu quan la Ihanh Bmh cdn tang eirdng giao tiep vdi khdeh hdng vd nghien eim ky nhimg nhu edu va mong mudn eua ho de dua nhung ehuang trinh cu the ma khdeh hdng ed the dl ddng cam nhdn thcdu hieu va hinh sir danh gia tieh cue eua minh vl thuang bieu, hinh anh eua Thanh Binh 3.1.5 - Thinrng xuyen cung cdp sdn phdm dam hao chdt lugng Dac tinh ciia thuang hieu ludn gan lien vdi doanh nghiep va san phdm sdn pham vd ebdt lugng san pham ludn gan chat vdi hai nhung nhu la mdt, vi vay eung cdp san phdm dam bao chdt lugng cho khdeh hdng la viee lam vd cimg quan trgng qud trinh xay dirng thuong hieu eiia Thanh Binh Chdt lugng va ebdt lugng san phdm la pham trii trim tugng de tdi ndy tdi ehi xin de cap den quan diem ve chat lugng hdng hod /sdn pham hiru hinh Theo quan diem cua cd nhdn Tdi chdl licang Id cdc chi tieu cdc thude tinh, cdng dung cua san phdm vd de thoa mdn nhimg nhu cdu cua khdch hang; Mdi mdt hang hod, san phdm se ed he thdng ede chi tieu ebdt lugng khac cd san phdm ehi ed mgl hay hai chi lieu, nhung cd san pham ed den hang mdy ehue tham ehi den ea tram chi lieu rieng le Tuy nhien, cung cdn phai luu y rang viec xem xet ede ehi tieu phdi dat dieu kien lieu dung gidng hay ndi khde di nhung dieu kien tieu diing khde thi sir ddp img cac yeu edu eiia ngudi tieu dimg eung khae Chinh vi vay Thanh Binh edn xac dinh eho dugc khdch hdng cu thi se sir dung hdng bod vdi tieu ehi chdt lugng ndo la thieh hgp nhdt Khi da xac dinh dugc nhu cdu su dung dieu kien nhdt dinh ndo dd tire Id Thanh Binh se vd da tao dugc mot sdn phdm khac biet vd se mang den cho khdch hang mot su an lam su dung 49 '^bach hang ludn mong nuidn ed dugc nu're chdt lugng nao dd tir san phdm cua COULI i\ CUUL: cdp cho bg nhimg ddng thdi eung mong mudn ed chi phi hgp lv nhdt rone dieu kien canii tranh cdng quyet liet eae doanh nghiep ludn lim each giam gia bdn de nanu cao sue canh tranh tbi viec lao su cam nhdn ve chdt luang duac ndng len se Id nhdn td quan trgmz vd co \ nghTa quyet djnh de thu hiit khdeh hdng Xhu nhirng vdn de dd de cap den a tren chdt luang san phdm md Cdng tv Thanh Binh HTC' cdn quan tdm a cdc gdc cu the sau ddy: • Mire thuan tien su dung • ilh'tc chudn xcic vd tinh hop ly ve gid Miic dp thuan tien su dung: Day la nhdm ehi tieu dae trimg eho kha ndng su dung thuan tien eua hang boa ban ehe nhung edn trd hay lang phi vd nang eao hieu qua lieu dung, hdng boa khdng thuan tien tieu diing thudng dan den lang phi eao ehi phi eao ban tham tri gay hu hdng mdy mdc hu hdng san phdm vv Hang hod thuan tien eho sir dung d ddy ed the Id su phii hgp hay da dang ve kieh tiurcVc ddi rdng, ddy: hinh dang thdng phdng; de thay the; Su phii hgp d day edn dugc dae trung bai su phii hgp vl tam ly cua kiiaeh hang nhu thdi quen, sd thieh ve mau sac, dg eirng mem Su phu hgp ve kieh thude tdm ly ciia khdeh hang se tao cho hg mdt edm gide thoai mai tir tin va bap dan ddn'^ thdi ed thi mang lai hieu qua rat eao cho khdch hdng vd vi the se tao dn lugng tdt dep ve thuong hieu eho Cdng ty Thanh Binh Mirc chndn xde vd gid cd hgp ly cho sdn phdm: Mire chudn xde vd gid ea hgp lv eho san phdm la vdn d^ dugc mgi ngudi quan tam vd dirge dat len vj tri hdng ddu rrirdc di den quvit djnh mua hang, khdch hang thirdng trai qua qud trinh lira ehgn can nhac kv lirdng ma chu \ki tdp chun'^ xem xet vl chudn xde eua san phdm ( nhu ddy rdng ddi eo du hav khdng dd Clin" mIm- mde thep nhd may san xudl ) vd gid cd phii hgp vdi ebdt lirgng san phdm Do ' \ae vd ^id ca hgp lv a day khach hang mdt mat thu thdp thdng tin bcMi ngoai mot mat tin •\) edn" t\ vi vav dam bao diidjuJi ehudii.xdc chdt lugng.,san pham, cgng \ai gia ca hgp 50 1> la da dem lai Igi ieh nhu mong nuidn cho khach hang, eung ehinh lir sir tin tuang ven tam cua khaeh hang se mang la gia tr va sir trung ve thuang hieu eho Thanh Binh J Ln - \dng cao chat lugng dich vu vd phuc vu khdch hdng Thuang hieu Id "hinh anh v^ san phdm, dich vu hodc doanh nghiep duac luu lai ldm iri ngudi lieu difm; " \''^ \a^ nan