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cao cap, cac thuong hieu nudc ngoai va'n chien de'n 65% thj trudng npi dja. Nganh thdi trang Viet Nam hien nay van cdn khoang each Idn so vdi nganh thdi trang the gidi. Khau tao mau b[r]
(1)NGHIEN CUU - TRAO DOI V V
Mot SO van de tao lap tai san thirofng hieu Iiang may mac Viet Nam
T h S NGUYEN DANG KHOA
Trtldng Dai h o c H a i P h d n g
Tai san thuong hieu ddi vdi mot DN la chenh lech giOa gia tn thj trudng cua DN vol gia trj sd sach tren bang to'ng ket tai san cua no Tai san thuong hieu doi vdi mot DN la mot ham sd cua chenh lech giua gia phai tra cho san pham CO thuong hieu vdi gia cua mot san pham y het ma khdng cd thuong hieu
Tai san thUdng hieu ddi vdi DN hinh va phat then gan lien vdi su hinh tai san thuong hieu ddi vdi ngudi tieu diing Chi thuong hieu dupe sd' ddng ngudi tieu dung tren thj trudng tin tudng, mua va suf dung; nhieu khach hang trd khach hang trung thi dd thuong hieu mdi trd tai san vo hinh cua DN Nhu vay, tai san thuong hieu dd'i vdi ngudi tieu dung la ngudn gdc tao nen tai san thuong hieu ddi vdi DN Tai san thuong hieu ddi vdi DN cd quan he ty le thuan vdi tai san thuong hieu ddi vdi khach hang
1 Thilc trang tao lap tai san thuong hl^u hang may m|c cua cac DN Vi§t Nam thdi gian qua
Qua nghien cdu qua trinh tao lap tai san thuong hieu cua mdt sd DN may mac Viet Nam, chung tdi cd mot sdnhan xet sau:
- De tao lap dUOc tai san thuong hieu, mot sd DN may mac da dau tU dang ke cho viec xac lap cac yeu to nhan dien thuong hieu nhu; Ten, bieu tupng, khau hieu Tuy nhien he thdng nhan dien cua nhieu DN may mac lai
1 I THUUNG Mfll So 7/2010
khdng dam bao dUdc sU nha't quan giiia cac thuong hieu san pham lam cho khach hang khd nhan biet, khd ghi nhd va gay khd khan cho dmh vj thuong hieu va cac chuong trinh truyen thdng thuong hieu Viec suf dung ten thudng hieu bang tieng nudc ngoai dUa tren tam ly sinh hang ngoai cua ngudi Viet nhung lai khd nhd va gay nham la'h cho khach hang
- Kien true thuOng hieu cua nhieu DN chua duoc xac lap rd rang va hop ly Dieu the hien d mot sd DN may mac cd sd lupng thUOng hieu san pham nhieu, khong du ngudn lUc de dau tU cho truyen thdng thuong hieu Ket qua la chi cd mot sd luong khach hang nhd bie't den thuong hieu
- Phan Idn cac DN may mac chua xac dmh ro rang, chinh xac va nha't quan chien lupc dmh vj cho tdng thuong hieu san pham Dieu anh hudng den danh gia cam nhan cua ngudi tieu dung ve tinh each cua tdng thuong hieu lua chon va mua Trong dd, hinh anh thUOng hieu anh hudng quyet dmh den nhan thdc va hanh vi cua nhieu nhdm khach hang muc tieu He thdng cac nhan to anh hudng den tai san thuong hieu, den su trung ctia khach hang may mac da chua dUdc nghien cdu va khai thac day du phat trien cac bien phap xay dung thuong hieu
- Chat lupng hang may mac cua nhieu DN da dupe nang len dang ke, nhien, chat lupng so vdi hang chinh hang va'n cdn khoang each Dac biet, mall ma chua da dang va thay ddi nhanh nhay theo thj hieu cua thj trudng thdi trang (J doan thj trudng
cao cap, cac thuong hieu nudc ngoai va'n chien de'n 65% thj trudng npi dja Nganh thdi trang Viet Nam hien van cdn khoang each Idn so vdi nganh thdi trang the gidi Khau tao mau bao gdm thiet ke mail vai, tao dang san pham cua Viet Nam cdn yeu kem, don dieu va cham thay ddi, chua phu hpp vdi yeu cau cua thj trudng
- Nhieu DN da cd dau tu cho truyen thdng thuong hieu, nhung muc dau tu thudng han cheva phai phan bdddng thdi cho nhieu thuong hieu dan den chua du de tao lap nhan thilc va cam nhan thUOng hieu cua so ddng ngudi tieu dung tren thj trudng ndi dja Cac DN chua the dau tU cho truyen thdng thuong hieu true tiep tdi ngudi tieu dung d thi trudng nudc ngoai Hoat ddng xuc tien cho cac thuong hieu may mac Viet Nam thj trudng nudc ngoai cdn rat han che
(2)NGHIEN Cl)(U-TRAO DOI l^Z^'
rc^ru^jt: ivrwt w*.v,«'tCTU««i»
- l\/1pt sd DN da lUa chpn phUdng thdc nhan quyen thuong hieu nudc ngoai de tdng budc tao lap tai san thuong hieu cua chinh DN tren thj trudng ndi dja va da tuong dd'i cong (Cty An Phudc mua quyen thuong hieu Pierre Cardin de dan tdng budc xay dung thuong hieu An Phudc)
2 Mpt so kien ngh| ddi vdi cac DN may mic Vi^t Nam tao Igp tai san thuong hi^u
- Can xac dmh kien true thUdng hieu hpp ly vdi mpt sd lUpng cac thuong hieu san pham phii hpp vdi cac phan doan thj trudng muc tieu ma DN li/a chpn Moi DN may mac can dua vao thj trudng muc tieu va quy md ngudn lucde xac dmh sd thUdng hieu san pham phu hop Cac DN vda va nhd chi nen tap trung xac lap thuOng hieu cho mdt sd it doan thj trudng ma hp cd Ipi the canh tranh DN may mac can lua chon chie'n lupc thuOng hieu ket hop thuong hieu DN vdi thuOng hieu san pham M61 thuong hieu rieng thudng nham vao mpt doan thj trudng cu the vdi mdc dp nhan biet su khac biet cua thuong hieu
- Moi yeu td he thd'ng nhan dien thuong hieu can c6 quy trinh phat
trien, danh gia lUa chpn, thd nghiem ro rang IVlpt ten thuong hieu tdt thudng cd cac dac diem: De'nhd; tranh "cam da'y" ve ngdn ngO, dac biet tren thj trudng nUdc ngoai; truyen dupe thdng tin ve Ipi ich cua san pham; de" phat am, ngan gpn va de'phan biet; ndi len dupe mpt sd dac diem ve ngudi sd dung cung nhu y tudng cua san pham Ngoai ra, xac dmh ten thuong hieu, DN can phai xem xet mdt sd ye'u to nhu luat phap, van hoa xa hpi va hanh vi ngUdi tieu dung
Ddi vdi cac DN cd quy mo Idn, de thuc hien gidi thieu dUpc thudng xuyen cac san pham mdi deu xay dung Phdng Phat trien ten thudng hieu IVlat khac, gia tn tai san thuong hieu quyet dmh de'n gia trj thj trudng cua DN nen cac quyet dmh ve thuong hieu thudng cap quan tn cao nha't DN chm trach nhiem Hpi dong Quan tn va Ban Giam dd'c se phai xem xet nen gan thuong hieu cho nhflng san pham nao, mdi quan he nao can tri gifla thuong hieu DN vdi cac thuong hieu san pham va thuong hieu cho chung loai san pham rieng le
- De tao lap tai san thUOng hieu cdng, cac DN may mac can phai tuan thu quy trinh xay dung thuong hieu khoa hpc Trade het, phai bat dau vdi san pham cd chat lupng dap dng dupe nhu cau va mong mudn cua khach hang Tie'p do, phai bao bpc dupe xung quanh san pham nhflng yeu td lam phan biet dUOc san pham va tao dupe su hap da'n cho san pham Thu ba, can lam cho thuong hieu hap dan ngudi mua nhd cung cap cac san pham va djch vu kem theo cho khach hang Qua trinh xay dung mpt thuong hieu dUpc bat dau ngudi tieu dung su dung thd san pham
va ne'u khach hang hai Idng, hp se mua lap lai De dat dupe dieu can cd mpt CP che thuc day lien tuc bang dau tu cho quang cao, ban hang, khuyen mai, quan he cdng chung hop ly DN cung can truyen tin ve gia trj cua thuong hieu cung nhu tri hinh anh cua thuong hieu nham thuc day nhanh qua trinh hinh va tich luy kinh nghiem sd dung ciia khach hang Qua su phd'i hpp gifla cac kich thich ciia truyen thdng va sU thoa man kinh nghiem sd dung se tao nen nhan thdc, Idng tin cua khach hang dd'i vdi thuong hieu
- Dam bao xay dung dupe cac yeu to chinh tao lap tai san thuong hieu, bao gdm: Dam bao chat lupng san pham nhu mong mud'n eiia khach hang; Cd chie'n lupc dmh v] nhat quan, vdi hinh anh dmh vj ro rang; Cd chuong trinh truyen thdng manh me, hoat dpng ban hang hieu qua, cd cac chien dich quang cao, khuyen mai, quan he cdng chung tdi khach hang; 0am bao thdi gian va sU kien dmh de khach hang cd trai nghiem thUc sU dd'i vdi thuong hieu
- Can ket hpp chat che gifla nha san xuat vdi nha thiet ke thdi trang de cac DN may mac hudng vao thj hieu ciia tdng dean thj trudng nham thiet ke cac ma'u thdi trang phu hpp va dua th| trudng nhanh nhat Dam bao tinh thdi trang nhanh nhay la dieu kien tao lap thuong hieu hang may mac Viet Nam
- Cac DN can tap trung tao lap tai san thUdng hieu tren thj trudng ndi dia trudc Dua tren cdng d thj trudng ndi dja, DN mdi phat trien thuong hieu vao nhflng thj trudng muc tieu nudc ngoai ma d dd hp cd Ipi the Tdm lai, dUng va quan ly tai san thuong hieu dupe coi la trai tim ciia chie'n lupc kinh doanh ciia cac DN may mac Day la mpt cdng viec lau dai va phdc tap, ddi hdi ca kien thdc khoa hpc va nghe thuat, ca su sang tao va tinh chuyen nghiep ciia cac DN may mac Viet Nam •