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INTERNATIONAL EXECUTIVE MBA PROGRAM (leMBA) Chirang trinh cao hoc Quan trj kinh doanh Quoc te LUAN VAN TOT NGHIEP XAY DlTNG VA PHAT TRIEN THl/ONG HIEU TAI CONG TY TNHH NHA NlTOfC MOT THONG NHAT NGUYEN HlTU SON IEMBA#3 THANG 05, 2007 THANH VIEN INTERNATIONAL EXCUTIVE MBA PROGRAM (leMBA) Chiro'ng trinh cao hoc Quan trj kinh doanh Quoc te BAN LUAN VAN NAY Dl/OC N Q P C H O TRlTdNG DAI HOC IRVINE (MY) VA KHOA QUAN TRI KINH DOANH (TRU"6NG DAI HOC QUOC GIA HA N O O BAN LUAN VAN LA M O T P H A N BAT BUQC TRONG CHU'ONG TRINH DAO TAO THAC SY Q U A N TRI KINH DOANH QUOC IE THANG 05- 2007 Phe duyet cua Chirong trinh Cao hoc quan trj kinh doanh quoc te Chu nhiem chuang trinh Toi xac nhan rang ban khoa luan da dap ung duoc cac yeu cau mot khoa luan tot nghiep thuoc chuang trinh dao tao Thac sy Quan tri kinh doanh Chii tich Hoi dong PGS.TS Vu Cong Ty Chung toi, ky ten duoi day xac nhan rang chung toi da doc toan bo khoa luan va cong nhan ban khoa luan hoan toan dap ung cac tieu chuan cua mot khoa luan Thac sy quan tri kinh doanh Giaovj^iHTimng dan TS Nguyen Viet Anh Cac vien Hoi dong NCS HA NGUYEN TS VU XUAN QUANG TS NGUYEN VIET ANH TS CHU THANH MUC LUC • • PHANMODAU / Sycan thiet cua nghien ciru de tai Muc dich nghien ciru de tai Muc tieu nghien ciru Phu'Cng phap nghien cvtu Ket cau noi dung CHlfONGI CHirONG CO S d LY LUAN VE THlTONG HIEU 1.1 Tong quan ve thycng hieu 5 1.1.1 Khdi niem ve thuang hieu 1.1.2 Cac yeu to cau cua thuang hieu 1.1.3 Nguyen tac ca ban xdy dung thuang hieu 1.2 Cac chirc nang cua thuang hieu ^ 1.2.1 Phan dogn thi truang ^ 7.2.2 Phan biet vai cdc sdnphdm cung logi khdc 1.2.3 Dua sdnphdm khdc sdu vdo tarn trikhdch hang 1.2.4 Tgo nen dinh huang va y nghia cho sdn pham 1.2.5 La mot cam kit giita nha sdn xudt vai khdch hang 1.3 Cac heat dong c6 anh hyang quyet dinh den thu'ang hieu 1.3.1 Chia tdch, sap nhgp va mua ban thuang hieu ^^ 1.3.2 Nhugng quyen thuang hieu (Franchise) ^^ 1.3.2.1 Franchise la gi? ^^ 1.3.2.2 Tai nen ban franchise? ,- 3.2.3 Tai nen mua franchise ,o 1.4 Nhirng bien phap thuang dugc su* dung nham xay dung va phat trien thuang hieu 1.4.1 Qudng cdo ^^ 1.4.1.1 Sa luac ve quang cao ^0 1.4.1.2 Xay dung chuang trinh quang cao 21 1.4.2 Quan he cong chung 28 1.4.2.1 Khainiem 28 1.4.2.2 Dae diem cua PR 29 1.4.2.3 Hoat dong PR ciang c6 nhijng han che nhat djnh 30 1.4.2.4 Chien luac quan he cong chung 30 1.4.2.5 Noi dung caban cua hoat dong PR 31 1.4.3 Xu huang sir dung qudng cdo vd quan he cong chung lam phuang tien de phdt trien thuang hieu 34 1.5 Gia tri thuang hieu, su can thiet phai xay dung va phat trien thuang hieu 36 1.6 Quy trinh xay dung va phat trien thuang hieu 37 CHlfONGII THlfC TRANG XAYDUNG VA PHAT TRIEN THl/ONG HIEU TAI CONG TY TNHH NHA NlfOC MOT THANH VIEN THONG NHAT 44 2.1 Doi net ve Cong ty TNHH Nha nuac mot vien Thong Nhat 44 2.2 Dieu kien kinh te, chinh tri, xa hoi Viet Nam 4S 2.3 Tong quan ve thj truang xe dap toan cau 30 2.3.1 Thi truang xe dgp the gim SQ 2.3.2 Thi truang xe dgp Viet Nam 57 2.4 Dae diem va mo hinh to chuc Cong ty Thong Nhat 51 2.5 LTnh vuc kinh doanh 54 2.6 Thj phan 55 2.7 Mang luai phan phoi va dich vu hau mai ^o 2.7.7 Triet ly kinh doanh vd van hod doanh nghiep ^Q 2.7.2 Net van hod dgc trung 57 2.8 Tinh hinh thuc hien xay dung va phat trien thuang hieu tai Cong ty TNHH Nha nuac mot vien Thong Nhat 62 2.8.1 Nhirng ket qua da dgt dugc 62 2.8.2 Nhirng mat chua dugc 70 CHlfONGIH KE HOACH VA GIAI PHAP THlTC HIEN THANH CONG CHIEN Ll/OC XAY DUTVG VA PHAT TRIEN THlTONG HIEU TAI CONG TY TNHH NHA NlTO^C MOT THANH VIEN THONG NHAT 71 3.1 Ke hoach Marketing 73 3.2 Cahoi va thach thuc Lai the va han che ton tai 77 3.2.1 Ca hoi 77 3.2.2 Thdch thirc vd kho khan 78 3.2.3 Lai the, diem mgnh -o 3.2.4 Han che, ton tai 3.3 Muc tieu chien luac ve xay dung va phat trien thuang hieu cua Cong ty Thong Nhat giaidoan 0 - 79 3.3.1 Tdm nhin 80 3.3.2 Muc tieu 80 3.3.3 Chien luge xdy dung vd phdt trien thuang hieu 2007-2010 81 3.3.4 Doi tugng khdch hang muc tieu tiem nang 82 3.4 Cac giai phap thuc hien cong muc tieu chien luac xay dung va phat trien thuang hieu tai Cong ty TNHH Nha nude mot vien Thong Nhat 2007-2010 84 3.4.1 Xdc dinh ro dgc diem tdm ly khdch hang vd khdch hang muc tieu 84 3.4 Xdc dinh vd nam vimgdgc diem, tinh hinh doi thu cgnh tranh 86 3.4.3 Xdc dinh ro vd dinh huang dung muc tieu chien luge 87 3.4.4 Nang cao chat lugng dich vu vd phuc vu khdch hang 88 3.4.5 Xdy dung vd qudng bd sdu rong hinh dnh Cong ty on 3.4.6 Thuang xuyen cung cap sdn pham ddm bao chdt lugng chuan g^ 3.4.7 Thuang xuyen kiem tra, gidm sat qua trinh thuc hien muc tieu vd ke hogch xdy dung vd phdt trien thuang hieu 92 3.4.8 Ap dung triet de quy trinh xdy dung vd phdt trien thuang hieu 3.5 Ke hoach hanh dong 3.6 Han che cua khoa luan 3.7 KIEN NGHI VA KET L U A N PHULUC 93 ^^ ^, 94 97 PHAN MO DAU Ten de tai XAY DlTNG VA PHAT TRIEN THl/ONG HIEU TAI CONG TY TNHH NHA NlTdC MOT THANH VIEN THONG NHAT Su can thiet cua nghien cuu de tai Chua bao gia thuang hieu lai tra mot chu de thai sir dugc cac doanh nghiep, cac ca quan quan ly Nha nuac, cac hiep hoi quan tam mot each dac biet nhu hien Da la doanh nghiep thi khong c6 mot doanh nghiep nao khong bo cong sue va tien cua de xay dung, tri va phat trien thuang hieu Cac doanh nghiep tren the giai tu lau da nhan biet sau sac rang thuang hieu la phuang tien ghi nhan va the hien qua cua doanh nghiep, no nang cao Igi the canh tranh va dem lai su phat trien ben vu'ng cho doanh nghiep, khong nhirng the thuang hieu la mot tai san het sue to Ian Vi du: thuang hieu Coca-Cola dugc dinh gia 67ty USD, Microsoft - 56,9 ty USD, IBM 56 ty USD a Viet Nam, mot so thuang hieu cung da dugc djnh gia va chuyen nhugng, chang han kern danh rang Da Lan dugc hang Colgate cua My mua lai vai gia xap xi trieu USD Mac du vay, vai nhieu doanh nghiep nuac, viec tao dung va quan trj thuang hieu van la mot van de xa la va mai me Khong it doanh nghiep chi cham chut san xuat san pham ma chua khai thac, tham chi de lang phi, mat mat tai san khdng 16 von c6 khong hoac chua xay dung dugc thuang hieu Mot so doanh nghiep khac quan niem dan gian, tao dung thuang hieu chi thuan la dat cho san pham mot cai ten, khong nhan thuc dky du dugc rang de c6 mot thuang hieu c6 gia tri thi la ca mot qua trinh bhn bi, vai nhirng no lire lien tuc va can dugc trg giup bai cac phuang phap va ky nang chuyen biet Qua thuc tien ciia nhieu doanh nghiep cho thay va c6 the noi xay dung thuang hieu tot thi kinh doanh tot Rot cue, neu chung ta khong c6 thuang hieu tot, thi se khong c6 danh tieng va Igi nhuan, khong the canh tranh va tham chi khong the ton tai Xay dung thuang hieu vua c6 y nghla khoa hoc vira c6 y nghTa thuc tien rat cao cho doanh nghiep noi chung va cong ty TNHH Nha nuac mot vien Thong Nhat noi rieng Xuat phat tu thuc te noi tren, toi lua chgn de tai: "Xay dung va phat trien thuang hieu tai Cong ty TNHH Nha nuac mot vien Thong Nhat" lam khoa luan tot nghiep chuang trinh Cao hoc Quan tn kinh doanh quoc te cua minh Vai mong muon dugc ap dung nhung kien thuc da ti8p thu dugc qua khoa hoc, cung vai nhung kien thuc thu dugc qua thuc te de phan tich va danh gia de xuat cac giai phap viec xay dung thuang hieu ciia Cong ty TNHH Nha nuac mot vien Thong Nhat thai gian tai giup Cong ty nang cao kha nang canh tranh moi truang kinh te hoi nhap Muc dich nghien cuu de tai Cung c6 va nang cao nhan thuc ve ly luan thuang hieu noi chung, dac biet la van de xay dung, tri va phat trien thuang hieu Van dung c6 hieu qua ly luan vao thuc tien, dac biet la ung dung hieu qua vao qua trinh xay dung, tri va phat trien thuang hieu cho Cong ty TNHH Nha nuac mot vien Thong Nhit Muc tieu de tai Nghien cuu lam ro ca sa ly luan ve thuang hieu, noi dung xay dung, tri va phat trien thuang hieu Nghien cuu lam ro thuc trang xay dung thuang hieu cua Cong ty TNHH Nha nuac mot vien Thong Nhat Cac giai phap nham nang cao hieu qua xay dung, tri va phat Do dd, di thuc hien muc tiiu chiin luge vi xay dung va phat triin thuang hieu thi ngoai viec md rong thj trudng nude Cdng ty can cd phuang an toi uu cho viec xam nhap thj trudng khu vuc va qudc ti Day la nhiem vu vd ciing quan trgng, cip bach, cung la thach thuc dieu kiin thi trudng day canh tranh, thuang mai quoc ti dang dugc toan ciu boa nhu hien nay, ddi hdi Cdng ty TNHH Nha nude mot vien Thdng Nhit phai noi lire thuc sir trin hanh trinh tao dung cho minh mot thuang hieu Idn manh hon nira 3.4 Cac giai phap thuc hien cong muc tieu chien luac xay dung va phat trien thuang hieu tai Cong ty TNHH Nha nude mot vien Thdng Nhit 2007-2010 Xac djnh ro dac diim tam ly khach hang va khach hang muc tiiu Xac dinh va nam vung dac diim, tinh hinh ddi thii canh tranh Xac djnh ro va djnh hudng diing muc tieu chiin luge Nang cao chat lugng dich vu va phuc vu khach hang Xay dung va quang ba sau rong hinh anh Cdng ty Thudng xuyin cung cap san pham dam bao chat lugng chuan Thudng xuyin kiim tra, giam sat qua trinh thuc hien muc tieu va ki hoach xay dung va phat triin thuang hieu Ap dung triet de quy trinh xay dung va phat trien thuong hiiu 3.4.1 Xac djnh ro dac diim tam ly khach hang va khach hang muc tieu Vdi mgi doanh nghiep, khach hang la ddi tugng quan trgng nhit kinh doanh; cd it khach hang nghTa la Igi nhuan it hoac khdng cd lgi nhuan, khdng cd khach hang tuc la khdng cd boat ddng kinh doanh 84 / Di tao uu the thu biit dugc nhieu khach hang phai nim dugc nhu ciu ciia khach hang; biit dugc hg cin gi, muon gi? sd lugng bao nhiiu, chit lugng the nao? gia ca, thdi gian, dja diim sao? phong each phuc vu nao? can cu nao de hg chgn hoac khdng chgn san phim ciia minh? Khi Cdng ty nam vung dac diim tam ly khach hang se xay dung dugc chuang trinh triin khai hiiu qua nhat thoa man tdi da cac nhu cau va mong muon ciia khach hang, tao in tugng sau sac cho khach hang Tu viec nam vijng dac diim tam ly khach hang, Cdng ty se cung cip cho hg nhijng san phim dam bao chat lugng, gia ca hgp ly nhat, djch vu hau mai hoan hao nhit vdi chi bao hanh, bao dudng va tin cay cao nhat Nhu da niu d trin (muc 3.3.4 - trang 82) Cdng ty Thdng Nhat xac dinh cd ba nhdm ddi tugng khach hang muc tiiu la: Khach hang la san xuat vua la nha thuang mai; Khach hang la nha thuang mai va khach hang la nha san xuat - bao gdm nhiiu phan mua hang nhu: Cdng ty Nha nude, Cdng ty Cd phan, Cdng ty trach nhiem hiru ban, doanh nghiep tu nhan, ngudi tieu dung viec tham gia quyit djnh mua hang ciia khach hang cd nhiiu ddi tugng va phin khac (la lanh dao, la can bd cdng nhan vien, la ngudi tiiu dung don le ) nhung qua trinh quyet djnh mua hang vin theo chu trinh chung la: Nhan thuc nhu ciu -> Tim kiim thdng tin -^ Danh gia cac lira chgn -> Quyit djnh mua hang —> Tam ly sau mua Hoac: Biet din san pham -^ Tim hieu ve san pham -> Thich san phim -> Tin tudng -> Mua san pham dd Khi mua hang cung mong mudn nhan dugc nhung uu hay mot su linh ddng nao giao djch, mudn dugc phuc vu tot, nhanh chdng, diing ban, thai ddi tac cdi md, than thien, vui ve Nim dugc tam ly la vin de hit sire quan trgng bdi khach hang ciia Cdng ty khdng dan thuin la mot ca nhan hay mot doanh nghiep ma la nhiiu nhdm vdi nhiiu doi 85 tugng va ca nhan khac nhau, nhu ciu ciing khac Hiiu dugc khach hang mdi dua dugc chiin luge thich hgp nhim tbda man nhu cau, ghi lai diu in vdi hinh anh dac trung ciia Cdng ty tri nhd ciia khach hang De hieu dugc tam ly khach hang, Cdng ty cin thudng xuyin trao doi, tham dd true tiep hay gian tiep qua dieu tra, danh gia Danh gia viec xay dung va phat trien thuang hiiu Cdng ty cung cd thi kiim chung thdng qua danh gia muc tang trudng vi doanh thu va san lugng, tin suat ciing nhu sd lugng, sd lan mua hang ciia khach hang tung quy, tung nam; it nhat mdi nam Cdng ty can cd mot lan tham dd, danh gia tam ly, nhu cau, mong mudn ciia khach bang, tu dd danh gia hieu qua chiin luge phat trien thuang hiiu 3.4 Xac djnh va nam vung dac diem, tinh hinh ddi thu canh tranh QQ thuc hien tdt giai phap nay, Cdng ty can xac djnh dugc minh cd bao nhiiu ddi thii canh tranh, dd La ai? () dau? Canh tranh nhiing gi? Lgi the canh tranh ndi trdi la gi? Diim manh, diim yiu? trin ca sd dd phan tich, ddi chieu so sanh vdi minh riit cho Cdng ty nhung chiin luge thich hgp nhit nham mang lai nhiing Igi thi ma ddi thii khdng cd Lam tdt nhijng yeu ciu mot phin da mang lai cdng cho Cdng ty Mat khac moi ddi thii cd dac diem, kha nang canh tranh khac (nhu: quy md hoat ddng, thj phin, san phim; cac chinh sach tiep thi, ban bang; cac djch vu va each phuc vu; cac chuang trinh xiic tiin thuong mai; cac chinh sach nhan su; van hda doanh nghiep; trinh va tinh chuyin nghiep cua ddi thii ) cho nin nim dugc dac diem, tinh hinh tung ddi thii la rit cin thiit qua trinh canh tranh ndi chung ciing nhu xay dung va phat trien thuong hiiu ndi riing Nhan thuc sau sic vin de nay, Cdng ty Thdng Nhit xac djnh thj trudng muc tiiu ciia minh la cac tinh, phd phia Bic: Ha Ndi, Ha Tay Hai phdng, Hai Duong, VTnh Phiic, Phii Thg, 86 Thanh Hda, Thai Nguyen; Thanh phd Hd Chi Minh va thi trudng Au My Cac ddi thii canh tranh nude hien d khu vuc phia Nam la Martin, Asama (Dai Loan), OLimpic pro (Dai Loan); d phia Bic la Lixeba; hang nhap lau, chon thui ciia TQ, hang gia, hang nhai ciia cac CO sd tu nhan tu lap rap Ngoai ra, Cdng ty cung can thudng xuyen thu thap cac thdng tin liin quan khac nhim muc dich xay dung, dua cho minh nbiJng ddi sach thich hgp, tranh doi diu canh tranh khdng lanh manh tao nhijng diim khac biit ndi trdi ban ddi thii Thuang hieu Thong Nhit se dat diu an sau dam vao tam tri khach hang nhat cd dugc nhijng net khac biet ndi trdi ban han so vdi ddi thii canh tranh 3.4.3 Xac djnh ro va djnh hudng dung muc tieu chien luac Dieu dau tiin cung la budc "nhan dudng" dQ xay dung va phat triin thuang hiiu cho minh dat hiiu qua cao nhat, Cdng ty Thdng Nhat phai djnh hudng diing muc tiiu, chiin luge phat trien chung cho ca Cdng ty phai phu hgp vdi nang luc thuc ti Van de djnh hudng diing muc tieu, cd chien luge hgp ly la vd cung quan trgng bdi neu dinh hudng sai, se hanh ddng sai dan din hiiu qua thap tham chi that bai Dk nang cao kha nang canh tranh nganh va nen kinh te hdi nhap qudc ti, Cdng ty Thdng Nhit xac djnh chiin luge kinh doanh la: "Tang trudng nhanh, lien tuc cai tien cdng nghe; phat triin thj trudng cii, khai thac, md rong thj trudng mdi; cung cap san phim CO chat luang chuin nhat vdi gia ca hap ly, djch vu hoan hao nhat" nham dat dugc cac muc tiiu ca ban la: "dat muc tang trudng muc tieu tu 20% trd lin; chiim 20% thj phin trong nganh xe dap ca nude (giai doan 2007 - 2010) va trd nha san xuat xe dap hang dau ciia Viet Nam" bing each: Ludn ludn cai tien va nang cao chit lugng cac djch vu cho khach hang; xay dung 87 / ddi ngii can bd cdng nhan viin cd tinh chuyen nghiep cao nhim tao binh anh riing biet gay in tugng sau sac cho khach hang dugc phuc vu Nhim djnh hudng cho viec thuc hien tdt chiin luge xay dung va phat trien thuong hiiu, Cdng ty Thdng Nhat can xac djnh ro tu tudng la viec xay dung va phat triin thuang hiiu cung nhu viec bao vi thuang hieu dd can dugc thuc hien liin tuc sudt qua trinh phat triin tiip theo va can cd sir dam bao lien tuc vi tai chinh di cd dii kha nang trie dn djnh va phat huy lgi thi canh tranh Can tranh ngg nhan dan din chii quan hoac qua tu ty ma bd Id CO hdi; khdng dau tu xay dung va phat trien thuong hiiu Ian man mot each lang phi, nen tap trung ngudn lire nang cao sue canh tranh trd ddi tac chiin luge cua cac nha tiiu thu Idn dQ cung cap san pham mang thuang hiiu Thdng Nhat rong khap ban Viec djnh hudng diing muc tieu chien luge cdn thi bien d kit qua thu dugc Cdng ty Thdng Nhit cin thudng xuyin cd su thdng ki, phan tich, danh gia sd lieu hang thang, hang quy, hang nam qua: doanh thu, doanh so, so lugng khach hang tang trudng hay mit di thang, quy, nam; thi phin tang, giam moi nam?; sd khach hang nhan biit vi Cdng ty tang mdi nam den dau? qua dd cd bien phap diiu chinh ki hoach, cd giai phap thuc hien hiiu hieu va kjp thdi nhu vay muc tiiu chien iugc se ludn dugc djnh hudng diing va sat thuc 3.4.4 Nang cao chat luang djch vu va phuc vu khach hang Ai cung biet: thuang hieu la "hinh anh vi san phim, djch vu hoac doanh nghiep dugc luu lai tam tri khach hang " nang cao chit lugng djch vu cung chinh la nang cao gia trj thuong bieu Ddi sdng cang phat trien, nhu ciu cua khach hang cung cang tang Thuong hiiu ciia Cdng ty khdng chi thi hien d chit lugng san phim ma cdn thi hien d phong each phuc vu, d nhung yeu to huu hinh nhu: phong each phuc vu cua nhan viin, djch vu van chuyen, djch vu 88 tai chinh do Cdng ty cin phai dao tao dugc ddi ngu can bd nhan vien mot each bai ban va ky nang phuc vu chuyin nghiep cd dii kha nang tao chit lugng tot djch vu va phuc vu khach hang; tao diim khac biet d thai phuc vu, tinh thin trach nhiem vdi khach hang trudc, va sau mua hang tat ca can phai chuin hda theo nhirng quy tac nhit djnh (Cir chi, hanh ddng than thien chan thanh; tac phong nhanh nhen, dut khoat), khdng cd khach hang nao lai khdng hai long ngudi phuc vu cd nhiing pham chit dd Ngoai ra, Cdng ty phai ludn: Cai tien da dang, gia tang gia tri su dung cho san pham; Tang cudng cung cap cac djch vu van chuyin, dich vu tai chinh cho khach hang - lam tdt cdng tac se tao diim khac biit cho Cdng ty bdi day la nhijng djch vu ma nhieu ddi thii khdng c6 Chat lugng djch vu va phuc vu la nhijng yiu td rat quan trgng vi nhirng yeu td se lap di lai an tugng tri nhd khach hang dugc phuc vu; vay Cdng ty nang cao dugc chat lugng dich vu va phuc vu khach hang la da nang cao dugc hinh anh Cdng ty cung nhu thuong hiiu Cdng ty tri nhd khach hang, 3.4.5 Xay dung va quang ba sau rong hinh anh Cong ty Hinh anh la ndi dung ciia thuong hieu, la nhijng gi luu lai tri nhd ciia khach hang vi thuang hiiu dd vi vay Cdng ty cin cd bien phap quang ba sau rong hinh anh ca vi san pham va djch vu cung nhu cac yiu td khac lien quan den toan bd boat ddng ciia doanh nghiep din dugc vdi khach hang Hinh anh ciia Cdng ty Thong Nhit phai dugc hinh tri nhd khach hang nhu mot nha vua san xuit vua la nha thuong mai cung ung djch vu Hinh anh se la cac yiu to: San pham san xuit kinh doanh; Cac boat ddng dugc Cdng ty tiin hanh; Cach thiic phuc vu, giao 89 tiep vdi khach hang Cdng ty cd thi lam dugc diiu bang sir no lire thuc sir ciia ddi ngii can bd cdng nhan viin ludn sSn sang bang mgi each tbda man nhu ciu khach hang Hinh anh bay thuang hiiu ciia Cdng ty phai ggi liin tudng den san phim, djch vu ciia Cdng ty; phai lam cho khach hang biit din la mot Doanh nghiep sin sang dap ling dugc mgi nhu ciu ciia hg Dk tao sir liin tudng hinh anh ve cac gia tri thuang hiiu minh, Cdng ty cin bd mot khoan tai chinh nhat dinh bang each tham gia cac chuang trinh hoat ddng ho trg, tai trg cdng ddng, cac quan hi cdng chiing qua dd hinh anh ciia Cdng ty se phat triin sau rong hon Mat khac, di tao dung dugc hinh anh tdt han Cdng ty Thong Nhit cin tao dugc sir tin nhiem ciia khach hang va cd dugc long tin cua hg vdi Cdng ty Sir tin nhiem ciia Cdng ty lien quan den danh tiing ma Cdng ty cd dugc tren thj trudng DQ cd dugc su tin nhiem dd, Cdng ty can xay dung dugc mot sd yiu cau: duac ddnh gid Id trung thuc, ddng tin cay, nhgy cam vai nhu cau cua khdch hdng; Cong ty phdi co site thu hut (duac nhieu nguai ua thich, CO sice hut mgnh me vd ndng dong ) : Cong ty phdi co tinh chuyen nghiep Cdng ty cd nhiiu each true tiip, gian tiep di tao hinh anh va quang ba cho binh anh dd Tuy nhiin, thuc hien giai phap Cdng ty can tang cudng giao tiep vdi khach hang, nghien cuu ky nhijng nhu cau va mong mudn ciia hg nham dua chuang trinh hanh dgng cu thi khien hg de dang cam nhan, dua nhiing danh gia tich cue ve thuang hiiu Tdm lai tao hinh anh cho Thong Nhit chinh la se tao gia trj thuang hiiu cho Thdng Nhat 3.4.6 Thudng xuyen cung cap san pham dam bao chat lug-ng chuan Dac tinh ciia thuang biiu ludn gin liin vdi doanh nghiep va san pham; san pham va chit lugng san phim ludn gin chat vdi vi vay cung cip san pham dam bao chat lugng cho khach hang la vd cung quan trgng liin quan din uy tin ciia thuang hieu 90 y Vay the nao la "chit lugng chuin?" Moi loai san phim (hang hda) se cd hi thdng cac tieu chi chit lugng khac nhau; viec xem xet cac chi tiiu phai dat cac diiu kiin tieu dung giong hoac nhirng diiu kien tiiu dung khac thi sir dap ung cac yeu ciu ciia ngudi tiiu dung cung khac nhau, dd Cdng ty cin xac dinh khach hang se su dung hang hda ciia minh vdi tieu chi chat lugng nao? Khi da xac dinh dugc nhu ciu sir dung dieu kiin nhat djnh Cdng ty se tao dugc nhijng san phim khac biit dap ung tdt yiu ciu dd tao sir an tam cho khach hang su dung san phim Cung vdi nhirng yiu ciu vi chit lugng, khach bang cung mong mudn chi phai bd mot khoan chi phi hgp ly nhat cho san pham, vay nang cao chat lugng nhung van giam gia dc nang cao siic canh tranh, tao sir cam nhan vi chat lugng dugc nang lin se la mot yiu td quan trgng cd y nghTa quyit djnh de thu hiit khach hang Xet Cdng ty Thdng Nhat, van di chat lugng san pham se dugc xet d cac gdc do: Muc chudn xdc vd tinh hap ly ve gid; Mire thuan tien sir dung Muc chuan xac va gia ca hap ly cho san pham: Day la van di dugc khach hang quan tam hang diu Khi cd y djnh mua hang, khach hang se phai xem xet, chgn lira, can nhac ky ludng ma chii yeu la xem xet ve chuan xac ciia san pham so vdi tiiu chi nhu cau: ve kiiu dang, chi tiit ky thuat; vi ben chac va su phdi hgp hai hda giija cac mau sac; chi bao hanh bao dudng sau mua hang va diiu quan trgng la gia ca phu hgp vdi chat lugng san phim De so sanh chuin xac va gia ca hgp ly, mot mat khach hang se di thu thap thdng tin tu thj trudng mot mat da so sanh rdi mdi tin cay vao uy tin ciia Cdng ty, vay viec dam bao dn djnh, chuin xac chat lugng san phim cdng vdi gia ban hgp ly la da dem lai lgi ich nhu mong muon cho khach hang, cung chinh tu sir tin tudng yin tam se mang lai gia trj va su trung ciia khach hang doi vdi thuang hieu Thdng Nhit 91 / Chit lugng chuan cdn the hien d muc thuan tien sir dung: Day la mot khia canh dac trung cho kha nang su dung thuan tiin, da nang ciia san pham nhim ban che nhung khiim khuyet va nang cao hiiu qua sir dung Khi san phim khdng dem lai cho khach hang nhiing tiin ich nhu mong mudn, hieu qua su dung se khdng cao, thj phan ciia Cdng ty se giam San pham thuan tiin cho su dung cd thi la su phu hgp hay da dang vi kiiu dang, kich cd, chiing loai, di bao tri, bao dudng bay thay thi phu tung; Su phii hgp d day cdn dugc dac trung bdi sir phu hgp vi tam ly khach hang nhu nhu tuoi, thdi quen, sd thich vi mau sac, kiiu dang dua din cho khach hang san pham phu hgp (hay mot loai xe dap phu hgp) la Cdng ty da tao cho hg mot cam giac bap dan, tu tin su dung, ddng thdi dem lai hieu qua mong mudn nin ciing tao dugc an tugng tdt dep ddi vdi thuang hiiu Thdng Nhat 3.4.7 Thudng xuyen kiem tra, giam sat qua trinh thuc hien muc tieu va ke hoach xay dung va phat trien thuang hieu Nhu da niu d muc 3.4.3 (trang 87) viec xay dung dugc muc tiiu chiin luge va cd ki hoach trien khai thuc hien chiin luge dd din dau can phai dugc danh gia bang chi kiem tra, giam sat thudng xuyin hang thang, quy, nam (it nhit la hang nam); Qua kit qua tdng hgp vi doanh thu, su tang giam sd lugng, tang giam vi thj phan di cd bien phap dieu chinh dinh hudng tiep theo phu hgp va hieu qua nhit 3.4.8 Ap dung triet di quy trinh xay dung va phat trien thuang hieu De triin khai thuc hien cdng muc tiiu chien luge xay dung va phat triin thuang hieu khdng phai la chuyin dan gian Cdng ty Thdng Nhit cin thuc bien tot 09 budc xay dung va phat triin thuang hiiu (muc 1.6 - trang 38) nham dam bao cho cac budc tiep theo dat kit qua tot ban Cdng ty vin xac djnh ring viec xay dung va phat triin thuang hiiu la ca mot qua 92 trinh liin tuc, lau dai, ben bi va phai ket hgp bing nhiiu binh thuc, bien phap khac Quy trinh xay dung va phat triin thuang hiiu se la kim chi nam cho tu tudng va hanh ddng ciia Cdng ty suot qua trinh xay dung, tri, phat triin va bao vi thuang hieu ciia Cdng ty Thdng Nhit ndi rieng cung nhu cac doanh nghiep khac ndi chung 3.5 Ke hoach hanh dong Viec vach dugc chuang trinh, ki hoach hanh ddng phii hgp cho Cdng ty Thong Nhit nhim triin khai thuc hien hiiu qua chien luge xay dung, phat trien thuang hieu cd thi coi la kim chi nam cho hanh ddng Cdng ty dua ban ki hoach sau: STT Thdi gian (thang/nam) 01 T5-8/2007 02 T8/2007-12/2010 Trien khai thuc hien Kinh phi (VND) Xay dung ke hoach va phe duyet ke hoach Nhom 30 trieu Trien khai thirc hien Nhom Noi dung 03 Quang cao 500-600 trieu 04 Hoat dgng cdng chiing 200-300 trieu 05 Thiet ke Website, Catalogue 50-100 trieu Ghi chu 3.6 Han che cua khoa loan - Thdi gian danh cho nghiin cuu, thuc hien dk tai cdn ban chi - Xay dung thuang hieu van cdn la mot dk tai mdi nin qua trinh thu thap, tham khao y kien, tai lieu bj anh hudng nhiiu - Kha nang cdn ban chi 93 3.7 KIEN NGHI VA KET LUAN 3.7.1 Kien nghj - De nghj Nha nude cd chinh sach day manh cac bien phap chdng hang nhap lau trdn thui, hang gia, hang nhai khdng cd ngudn gdc xuat xu; Quan tam ban niJa den cac van dQ bao hg dgc quyen nhan hiiu hang hda - Mong dugc Hdi ddng Giam khao gdp y bd sung cac ndi dung cdn thiiu va cac van di can thiit khac di nang cao chat lugng ddng thdi di de tai dugc hoan thien han 3.7.2 Ket luan Thuang hieu thuc sir cd vai trd bet sue quan trgng Dau tu xay dung thuang hiiu da trd ddi hdi cap bach hon bao gid hit ddi vdi su tdn tai va phat trien ciia mgi doanh nghiep Mudn xay dung thuong hiiu cdng, cac doanh nghiep can day manh ban nija cdng tac xay dung va phat triin thuong hiiu di ddi vdi viec bao vi thuang hieu dd Trong qua trinh triin khai cac ke hoach xay dung va phat triin thuong hiiu d di tai nay, tdi da tap trung lam ro mot so ndi dung ca ban tu hi thdng ly thuyit xay dung va phat triin thucmg hiiu ndi chung den thuong hiiu Cdng ty TNHH Nha nude mot vien Thdng Nhit ndi riing Viec xay dung va phat trien thuang hieu dugc xac lap thdng nhat tu giai doan ly luan xay dung thuang hieu (chuang I) den viec lam gia tang gia trj thuong mai ciia thuang hiiu thi hien qua phan tich thuc trang tinh hinh xay dung va phat triin thuang hiiu tai Cdng ty TNHH Nha nude mot viin Thdng Nhit (chuang 2) Trong chuang 3, trin CO sd nhijng ki hoach, muc tiiu chiin luge phat trien, tdi dua kha nang ap dung nhung giai phap thuc hien cdng muc tiiu chien luge dd tai Cdng ty TNHH Nha nude mot vien Thong Nhit Nhu vay, nhung chien luge vua cho phep chiing ta nhin tdng thi dudng dai dat den muc tiiu, vua chi chang dudng vdi nhung budc nhay hgp ly de 94 cd thi ap dung cho Cdng ty TNHH Nha nude mot viin Thdng Nhit cung nhu cho nhiiu loai hinh doanh nghiep vdi trinh phat trien khac quan tri thuang hiiu Nhiing vin di phuc tap ciia thuang hiiu cung se khdng giai quyit dugc mot each triet de neu thiiu di nhijng y kiin bd sung ho trg cho muc tiiu quan trgng cudi cung ciia viec phat triin thuang hiiu la nham cd dugc cho dung vijng chic tam tri khach hang, d% tac ddng din hanh vi tich cue quyet djnh chgn mua san phim ciia Cdng ty Ben canh nhijng ndi dung trgng yiu can xu ly lien quan din xay dung va phat triin thuang hiiu, ket qua nghiin cuu cung da dua nhung khia canh xay dung ndi dung cdt loi cho muc dich thuang hieu dd la khdng ngung nang cao chat lugng san pham; hai hda hinh anh chat lugng bin cua san pham vdi su the hien binh thiic ben ngoai; nuoi dudng cam xuc tiiu diing tich cue giija nhijng gi khach hang thuc sir hudng thu vdi nhung gi dugc biiu Id va nhin thay thdng qua bin ngoai bang biiu tugng hoac tin ggi Can 50 nam trudng va phat triin vdi nhiiu thang tram; thuang hiiu Thdng Nhat da cang vGng manh ban, cang khang dinh dugc vi the canh chim dau dan ciia lang xe dap Viet Nam Thuang hiiu Thdng Nhat hien van ludn danh dugc su tin tudng ciia ngudi tiiu dung Nhirng danh hiiu ma Cdng ty da dat dugc nhu Doanh nghiep xuat khau xuat sic; Hang Viet Nam chit lugng cao; Thuang hiiu manh coi nhu la sir ghi nhan cho nhirng nd luc cua toan the can bd cdng nhan viin Cdng ty TNHH Nha nude mot viin Thong Nhit; viec Viet Nam gia nhap WTO se mang lai nhiiu ca hdi, thach thuc hon cho Cdng ty nhung ddng thdi cung se la thdi co de thuang hiiu Thdng Nhit khang djnh minh bay cao hon, vuon xa ban nija Va diem cuoi cung tdi muon de cap la nhung nghiin cuu trin ly thuyet du cd nd lire din dau song chi nhung ket qua thuc sir tai Cdng ty TNHH Nha nude mot viin Thong Nhit 95 mdi la cau tra Idi mong dgi cuoi cung cho tinh kha thi ciia de tai Nhung vin de ma tdi dua d di tai rit mong nhan dugc su gdp y chan ciia cac Giang viin, cac nha nghiin cuu, cac ddng nghiep, cac can bd cdng nhan viin Cdng ty Thong Nhit va tit ca nhung quan tam din ITnh vuc de Cdng ty TNHH Nha nude mot viin Thong Nhit cd co sd diiu chinh, td chuc trien khai ki khoach xay dung va phat triin thuang hiiu dat hiiu qua mong mudn Tdi xin chan cam an! 96 PHU LUC PLOl Logo Cong ty TNHH Nha nude mot vien Thong Nhat t,.™.! p Thongnhat Cdng ty TNHH Nha nude Cdng ty TNHH Nha nude mot vien Thdng Nhat mot viin Thdng Nhat (Logd cu) (Logo mdi) >V6» Thongnhat C-/ BICYCLE Cdng ty TNHH Nha nude Cdng ty TNHH Nha nude mot viin Thdng Nhat mot viin Thdng Nhat Nha may ViHa (Logo mdi) 97 TAI LIEU THAM KHAO Richard Moore (Tai ban lan thii* nhat) "Thuang hieu danh cho lanh dao" NXB Tre Nguyin Canh Chit (2005) "Xay dung va trien khai chien luge kinh doanh" VIM - NXB Lao ddngxa hdi Le Anh Cudng (2003) "Tao dung va quan trj thuang hiiu - danh tieng va lgi nhuan" NXB Lao ddng Nguyin Qudc Thjnh va Nguyen Trung Thanh (2005) "Thuang hiiu vdi nha quan ly" NXB Van hoa thdng tin Lien hiep cac Hdi khoa hgc va ky thuat Sd 24/6/2005 "Tao chi Nha quan ly" Philip Kotler "Quan trj Marketing" NXB Thong Ki Cac tai lieu ciia Cdng ty TNHH Nha nude mot viin Thdng Nhit Al Ries & Laura Ries (2005) "Quang cao thoai vj & PR lin ngdi" NXB Tre TS Ly Quy Trung (2006) "Bi quyit cdng bang md hinh nhugng quyin kinh doanh" NXB Tre 10 TS Ly Quy Trung (2006) "Mua Franchise - ca hdi mdi cho cac DNVN" NXB Tre 11 HSB, Giao trinh cac mdn hgc 98 ... Cong ty TNHH Elida P/S lai dugc giai the va sat nhap cung vai Cong ty Unilever Bestfoods de lap doanh nghiep 100% von nuac ngoai vai tong so von dang ky la 54,6 trieu USD va ten la Cong ty TNHH. .. nghiep noi chung va cong ty TNHH Nha nuac mot vien Thong Nhat noi rieng Xuat phat tu thuc te noi tren, toi lua chgn de tai: "Xay dung va phat trien thuang hieu tai Cong ty TNHH Nha nuac mot vien... trang xay dung thuang hieu cua Cong ty TNHH Nha nuac mot vien Thong Nhat Cac giai phap nham nang cao hieu qua xay dung, tri va phat trien thuang hieu tai Cong ty TNHH Nha nuac mot vien Thong Nhat
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