Xây dựng chiến lược marketing - mix hiệu quả đối với khách du lịch Nhật Bản đến Việt Nam

mua hay sff dung san pham, dich vu cua cdng ty, can cd bien phap duy tri lien he vdi khach dffdi cac hinh thffc, nhff: gffi thff dien tff, thff chuc mffng nhan dip le, Tet, sinh nhat [r]

Xay du'ng chien li/gfc

marketing - mix hieu qua

do1 v6\ khach du lich Nhat Ban

V

den Viet Nam

NGUYEN THI THANH*

Tom tat

Bang phuang phdp nghien cdu dinh lugng, tdc gid da tie'n hdnh diiu tra 150 khdch du lich cd qud'c tich Nhdt Bdn de'n Viet Nam, chd yeu Id nam gidi tudi 45-60, nhdm tim hieu ddnh gid thytc te cda khdch hdng vi chinh sdch marketing - mix cda doanh nghiep kinh doanh W hdnh Id: Cdng ty LU hdnh OSC (OSC), Cdng ty Lien doanh Du lich Apex (Apex), Cdng ty Ldi hdnh Sdi Gdn Tourist (Sdi Gdn Tourist), Cdng ty Du lich NTD Travel (NTD) Tvt do, bdi vie't de xudt mot so gidi phdp de xdy dung chie'n luge marketing - mix hieu qud cho cdc cdng ty du lich Viet Nam

Tuf khoa: marketing - mix, du khdch Nhdt Bdn, du lich Viet Nam Summary

By quantitative research method, the author carries out a survey of 150 Japanese tourists to Vietnam, mainly men at the age from 45 to 60, in order to understand their actual assessment of marketing mix policy at four travel companies which are OSC Vietnam Travel (OSC), Apex Travel (Apex), Saigon Tourist, NTD Travel Company (NTD) On that basis, solutions are provided to develop effective marketing-mix strategies for Vietnamese travel companies

Keywords: marketing - mix, Japanese tourists, Vietnam's tourism

^ Gl6l THIEU

Nhffng nam gan day, thi trffdng khach du lich Nhat Ban de'n Viet Nam cd quy md va td'c tang trffdng kha cao Tuy nhien, day la thi trffdng tffdng dd'i "khd tinh" Chinh vi vay, cac cdng ty du lich Viet Nam phai thffdng xuyen hoan thien chie'n Iffdc marketing mix de cd the thich nghi va dap ffng td't nha't nhffng nhu cau va mong mud'n cua du khach Nhat Ban Tff dd, dffa nhffng chie'n Iffdc, giai phap hieu qua nham thda man nhu cau ciia khach hang

CO sd LY THUYET VA PHU'DNG PHAP NGHIEN CLfU

Co sdly thuyet

Theo nghien cffu ciia Trffdng Dinh Chie'n va Pham Thi Huyen (2012),

marketing mix la tap hdp nhffng ye'u to' bie'n ddng, kiem soat dffdc cua marketing ma doanh nghiep sff dimg de cd' gang gay dffdc phan ffng mong mud'n tff phia thi trffdng muc tieu Marketing - mix la mdt khai niem rat thdng dung kinh doanh, la tap hdp cac cdng cu tie'p thi dffdc doanh nghiep sff dung

Nghien cffu ciia Frederick E Webster, J (1991) cho rang, marketing mix kinh doanh bao gdm nhffng ye'u to cd the kiem soat dffdc ma cdng ty phoi hdp sff dung de dap ffng nhu cau ciia khach hang thi trffdng muc tieu Cac yeu td' dd la: san pham, gia, phan phd'i va truyen thdng marketing

Cdn ve marketing du lich, theo Robert Lanquar va Robert HolUer (2002), marketing du lich la mdt loat phffdng phap va ky thuat dffdc hd trd bang mdt tinh than dae biet va nham thda man cac nhu cau khdng ndi hoac ndi cua khach hang, cd the la mtic dich tieu khien hoac nhffng muc dich khac, nhff: cdng viec gia dinh, cdng tac

Tff pham trii marketing mix 4Ps ly thuye't marketing hang tieu dung, cac chuyen gia marketing *ThS., Cong ty Du Ijch NTD Travel I Email: thanh_nt@ntdtravel.com.vn

Ngdy nhdn bdi: 30/10/2018; Ngdy phdn bien: 15/11/2018; Ngdy duyet ddng: 20/11/2018

BANG 1: DANH GIA CHAT LtSOliG SAN PHAM DG LfCH Cac ti§u chi

1 Sir phu hcfp vdi du khach Nhat Ban

2 Slf hap dan va doc dao cua san pham du lich Slf hcJp ly, linh hoat cua san pham du lich Mu'c da dang va phong phii ve san pham du lich

5 Ve dich vu ciia ccJ sd lifu tru Ve dich vu cua nha hang Ve dich vu van chuyen

OSC

4,1 3,5 4,0 2,3 4,4 3,5 3,7

Apex 4,0 4,7 4,2 2,5 4,2 4,2 4,1

Sai Gon Tourist

4,0 3,2 3,4 3,2 3,8 4,1 4,1

NTD 4,3 4,2 4,0 2 4,3 4,0 4,5

Trung binh

4,1 3,9 3,9 2,5 4,2 3,95 4,1

BANG 2: DANH GIA VE GIA CA CAC CHtTCJNG TRJNH DU LICH Cac tieu chi

1 Mu'c tu'dng xii'ng ve gia ca vdi chat lifcfng dich vu

2 Mu'c dp thuan tien cua viec toan 3 Mvlc dp linh hoat ve gia ca cac dich vu

OSC

3,2 4,2 3,5

Apex 3,8 4,2 3,8

Sai Gon Tourist

2,9 4 3,7

NTD

4,1 4,5 4,2

Trung binh

3,5 4,2 3,8

BANG 3: DANH GIA VE KENH PHAN PHOI Cac tidu chi

1 Cam tha'y tin tu'dng mua tour du lich trifc tiep tuf cong ty

2 Nhan vien ban hang co kha nang difa giai phap phu hdp cho khach hang Mang lifdi kenh ban hang rong

OSC

4,1 3,9 3,7

Apex 4,0 3,8 3,6

Sai Gon Tourist

4,3

3,9 4,2

NTD 4,5

3,8 3,0

Trung binh

4,2

3,85 3,6 Nguon: Ket qua khao sat ciia tac gia, 2017 du lieh da dffa eac bie'n the khac hdp, nhff: marketing 9Ps, marketing 4Ps+3Cs

Theo Burke va Resniek (1991), marketing 9Ps la cac phan mot cdng thffc day du de dat dffdc ke't qua cud'i eiing theo mong mud'n cua nha kinh doanh du lich Marketing du lich 9Ps bao gom: san pham (product), gia (price), phan phd'i (place), ngffdi (people), chffdng trinh (programing), xiic tie'n (promotion), dd'i tac (partnership), tron gdi (package) va dinh vi (positioning) Trong marketing 4Ps -i- 3Cs, chie'n Iffdc marketing cd ban thffdng dffdc trien khai chung quanh ye'u to' ed ban (4Ps: san pham, gia ca, phan phd'i, xue tie'n) vdi ye'u td'lien quan (3C: khach hang, dd'i tac, canh tranh)

Trong bai vie't nay, tac gia sff dung md hinh marketing mix du lich 8Ps, bao gom: San pham (product), Gia ca (price), Phan phd'i (partition/place), Xue tie'n (promotion), Nhan sff (people), Tron gdi (package), Dd'i tac (partnership), Quy trinh (process) Bie'n so' dinh vi khdng dffdc sff dung bang hdi va chi dffdc the hien qua ban dinh vi

PhUOngphdp nghien cdu

De nghien cffu danh gia thffc te ciia khach du lich Nhat Ban ve chinh sach marketing - mix ciia cdng ty du lich, tac gia da sur dung phffdng phap phan tich dinh Iffdng 160 phie'u khao sat dffdc phat ngiu nhien cho khach du lich cd qud'c tich Nhat Ban, chii ye'u la nam gidi tudi tff 45-60 de'n Viet Nam vdi muc dich thffdng mai, hpi nghi, hoi thao va tim kiem cd hoi kinh doanh, thdng qua doanh nghiep kinh doanh Iii hanh Ke't thuc khao sat, 150 phie'u dat tieu chuan dffdc nhap vao phan mem Excel de xff ly Cac tieu chi dffa danh gia dffdc xep theo thang diem tff (thap nha't) de'n (cao nha't) Khao sat dtfctc thffc hien thdi gian tff thang

10-11/2017

KET QUA NGHIEN CLfU

Ve chuong trinh du lich (Production)

Bang cho tha'y, san pham dufdc khach hang danh gia td't, phu hdp vdi thi trffdng khach la cdng vu Dac tinh cua khach cdng vu la khdng cd nhieu thdi gian, cd kha nang chi tra cao va can dich vu td't Dieu the hien d mffe diem trung binh cua cac tieu ehi danh gia chat Iffdng san pham du lieh cua cac cdng ty kha cao, cho tha'y viec nghien cffu va xay ditag san pham kha td't Trong do, Cong ty Apex dffdc danh gia cao ve sff hap din va doc dao ciia san pham du lich vdi 4,7 diem Duy ehi cd tieu ehi ve mffe da dang va phong phu ve san pham du lich la cdn ngheo nan, ddn dieu vdi diem trung binh la 2,5 Dac biet, dd'i vdi Cong ty NTD chi dffdc diem

Ve gid cd dich VM du lich (Price)

Theo ke't qua Bang 2, khach hang danh gia cao mffe thuan tien cua viec toan (4,2 diem) Trong dd, Cong ty NTD dffdc danh gia cao hdn ca so vdi cac dd'i thii canh tranh khac d ta't ca cac tieu ehi Dd la do, NTD tap trung chu ye'u vao doan thi trffdng khach cdng vu khdng nhff nhffng cdng ty khac ciing liic trien khai nhieu thi trffdng, nhieu miJc gia nen se dan de'n sff so sanh NTD la doanh nghiep tff nhan nen kha nang linh boat, dieu chinh gia cao hdn ban so vdi OSC, Apex (lien doanh), hay Sai Gon Tourist (cd phan)

Ve trien khai bdn dich vu (Place)

Nhin chung, khacli Nhat Ban cam tha'y tin tffdng mua tour du lich tnic

Kinlitc va DlT bao

tie'p tff cae cdng ty vdi mffe diem trung binh la 4,2 (Bang 3)

Trong eac nha cung cap, Cdng ty NTD siir dung chu ye'u kenh phan phd'i trffc tie'p va khach hang trffc tie'p lien he vdi Cdng ty de dffdc chuyen gia tff va'n hd trd Cdn cac cdng ty khac cd he thd'ng dai ly ban hang rong ldn hdn, cd van phdng d nffdc ngoai va tham dff hoi chd du lich qud'c te', nen ty le phan bd kha ddng deu Trong dd, NTD chffa chu trpng viec tham gia nhffng boat ddng nay, nen kenh phan phd'i edn ban che

Ve hoqt dgng truyen thdng (Promotion)

Ve boat ddng xue tie'n truyen thdng, kenh truyen thdng chu dao vin la kenh ea nhan, thdng qua sir gidi thieu cua ban be hay da tffng sff dung dich vu cua cdng ty (diem trung binh la 4,1) Trong dd, ndi bat nha't la Sai Gdn Tourist (4,2 diem), OSC va NTD cung dffdc 4,1 diem, cdn Apex chi dffdc 3,9 diem

Ben canh do, kenh thdng tin de'n khach hang thdng qua mang internet hay cac an pham quang cao, td rdi; thdng qua he thd'ng thdng tin tai cac diem cdng cdng, nhff: san bay, trung tam thdng tin du lich cdn tha'p Ly khach quan la tam ly ngffdi Nhat Ban it ehii y de'n cac hinh thffc

Yeu to ngUdi (People)

Do dac thu kinh doanh, khao sat ehi tap trung nghien cffu danh gia gdc dp ngffdi qua bd phan nhan vien kinh doanh va hffdng dan vien Dd la nhffng bd phan thffdng xuyen tie'p xue vdi khach hang nha't

Theo dd, mffe dp chu dao, nhiet tinh vdi khach va mffe dp sat sao, kha nang xff ly tinh hud'ng ciia bd phan kinh doanh dffdc danh gia cao nha't vdi mffe diem trung binh lan Iffdt la 4,5 va 4,25 Dieu the hien sff quan tam ciia nhan vien den du khach, du khach cam tha'y dffdc tdn trpng va tin tffdng vao dich vu cua cac cdng ty Tuy nhien, kie'n thffc phue vu cho cdng viec ciia bd phan dffdc danh gia chffa cao vdi mffe diem trung binh la 3,5

Cdn dd'i vdi hffdng din vien, cac tieu chi danh gia, thi nghiep vu ngoai ngff dffdc danh gia cao nha't vdi diem trung binh Nhffng ne'u tinh diem rieng tffng cdng ty, thi chi cd Sai Gdn Tourist dat mffe diem tuyet dd'i la diem Nhffng cdng ty cdn lai chi dat diem

Ve trgn gdi du lich (Packging)

Bang cho tha'y, chinh sach trpn gdi

BANG 4: DANH GIA CUA KHACH HANG VE TRON GOI DG LICH Cac ti^u chi

1 Cac dich vu cua cong ty dap iJng nhu cau da dang cua khach hang

2 Cac dich vu cua cong ty cd tinh dong bp cao

OSC

4,5 4,4

Apex 4,0 3,9

Sai Gon Tourist

4,8 4,7

NTD 3,1 3,3

Trung binh

4,1 4.2

BANG 5: DANH GIA VE QUAN HE DOI TAC Cac ti6u chi

1 Cong ty thiet lap va tri moi quan he ben viing vdi doi tac

2 Phan chia nhiem vu cua tijfng doi tac difa tren nguon lu'c va kha nang cua tifng doi tac

3 Cong ty luon san sang dong gdp nguon life vao moi quan he do'i tac de dat du'dc muc tieu chung

OSC

4,6

4,3

4,2

Apex

4,3

4,1

4,1

Sai Gon Tourist

4,7

4,5

4,3 NTD

4,6

4,5

4,4

Trung binh

4,55

4,35

4,25

BANG 6: DANH GIA VE QCIY TRINH CONG CAP DICH VU Cac ti6u chi

1 Thu tuc thu'c hien viec mua tour ddn gian, nhanh gpn

2 Quy trinh phue vu ciia hifdng dan vien khoa hpc

OSC

4,5 4,4

Apex 4,5 4,3

Sai Gon Tourist

4,8

4,5

NTD

4,5 4,4

Trung binh

4,6

4,4

BANG 7: KET QOA KHAO SAT MARKETING - MIX SPS Cac tifeu ciii

1 Chu'dng trinh du lich Gia ca dich vu du lich Trien khai ban dich vu Hoat dong truyen thong Yeu to'con ngu'di Trpn gdi du lich Quan he doi tac

8 Quy trinh cung cap dich vu

OSC

3,6 3,6 3,9 4,0 3,5 4,45 4,35 4,45

Apex

4,0 3,9 3,8 3,8 4,0 3,95 4,15 4,4

Sai Gon Tourist

3,7 3,5 4,0 4,2 4,0

4,75

4,5

4,65

NTD 3,9 4,3 4,1 4,0 3,8 3,2

4,5 4,45

Trung binh

3,8 3,8 3,95 4,0 3,8 4,15 4,5 4,5 Ngudn: Ket qua khao sat cua tac gia, 2017

du lich ciia cac cdng ty dffdc khach hang danh gia kha tdt Rieng Cdng ty NTD, cac dich vu ciia Cdng ty chffa dap ffng td't cac nhu cau da dang ciia khach hang (3,1 diem) va cac dich vu cua Cdng ty cd tinh ddng bd chffa cao (3,3 diem)

Ve quan he ddi tdc (Partnership)

Ke't qua khao sat Bang cho tha'y, cae cdng ty deu rat chii trpng phat trien quan he dd'i tac Diem danh gia ciia eac cdng ty ve tieu chi khdng cd sff chenh lech ldn

Ve quy trinh cung cdp dich vu (Process)

Nhin chung, danh gia cua khach hang ve quy trinh cung cap dich vu cd mffe dp tffdng ddng cao giffa cac cdng ty du Uch Ndi trdi nha't vin la Sai Gdn Tourist (Bang 6)

Tff ke't qua khao sat tren, tac gia da tdng hdp ket qua khao sat marketing - mix 8Ps nhff Bang 7:

Trong cac bien so' cua marketing mix san pham du lich dd'i vdi du khach Nhat Ban, dffdc danh gia cao nha't la quan he dd'i tac va quy trinh cung cap dich vu Du khach Nhat Ban danh gia chffa cao dd'i vdi chffdng trinh du lich, gia ca dich vii du lich va ye'u to' ngffdi Day la nhffng bie'n sd'ra't quan trpng cua chien Iffdc marketing mix dich vu du lich ma cac cdng ty Iff hanh Viet Nam can tap trung cai thien thdi gian tdi

MOT SO GIAI P H A P

De xay dffng mot chie'n Iffdc marketing mix hieu qua nham thda man nhu eau cua khach du lich Nhat Ban, ddng thdi, mang lai gia tri doanh thu cho ddn vi kinh doanh, thdi gian tdi, cae cdng ty du lich Viet Nam can thffc hien mdt so giai phap sau:

Dd'i vdi chinh sdch sdn phdm: Can cung cd' va nang

cao chat Iffdng dich vu du lich tao nhieu lifa chpn cho khach hang, dac biet la nhffng khach hang da tffng sff dung dich vu cua cdng ty bang each xay dffng them cac san pham tour du lich

Chinh sdch gid: Ben canh viec nang cao chat

Iffdng dich vu de thoa man sff mong ddi cua khach, thi cac cdng ty vin can thie't phai can dd'i giffa chat Iffdng va gia canh tranh so vdi cac dd'i thu canh tranh trffc tie'p khac, dam bao la ngffdi dan dau ve gia va chat Iffdng phue vii, nhffng khdng cd sff khac biet qua ldn ve gia

Chinh sdch phdn phdi: Vdi cac khach hang da tffng

mua hay sff dung san pham, dich vu cua cdng ty, can cd bien phap tri lien he vdi khach dffdi cac hinh thffc, nhff: gffi thff dien tff, thff chuc mffng nhan dip le, Tet, sinh nhat cua khach hang, gffi cac chffdng trinh du lieh mdi hay thdng bao cac chinh sach ifti dai cho cac khach hang trung vdi cdng ty Ben canh dd, cac cdng ty can cung cd, tri va md rdng quan he vdi cac td chffc thffdng mai, dau tff, Dai sff quan Nhat Ban, cac van phdng dai dien cua cac tap doan ldn cua Nhat Ban tai Viet Nam

Ddi vdi chinh sdch xdc tie'n: Can xay

dffng cac chffdng trinh khuye'n mai dac biet vao cac l l , Tet ciia Viet Nam va Nhat Ban; tang coupon mua hang sieu thi hay sd dung mien phi cac dich vu bd sung, nhff: dat ve may bay, dat phong, dich vu ddn tien

Dd'i vdi chinh sdch nhdn svt: Can nang

cao nghiep vu ciia hffdng din vien d mot so yeu cau cd ban, nhff: kha nang diln thuye't, kien thffc tdng hdp ve dia ly, chinh tri, kinh te xa hdi va kha nang nam bat tam ly, nhu cau cua khach hang Ben canh dd, cac cdng ty cung can tien hanh td chffc dao tao va nang cao nghiep vu, trinh dp tieng Nhat cho nhan vien

Dong thdi, cd chinh sach va che tien Iffdng, thffdng thoa dang cho nhan vien nham khuye'n khich va tao ddng life cho nhan vien lam viec td't hdn, hieu qua hdn, cd trach nhiem hdn

vi chinh sdch vdi cdc ddi tdc: Can

xay dffng md'i quan he chat che vdi cac nha cung ffng dich vu thdng qua cac hdp ddng kinh te' thffdng nien va sif hdp tac lau dai gan lien vdi uy tin de cd gia tot nha't, nhff: khach san, nha hang Ben canh dd, se tri viec thffdng xuyen kiem tra chat Iffdng dich vu cua cac nha cung ffng thdng qua viec Iffdng sif hai long cua khach hang de cd the co nhffng bien phap can thie't de nang cao chat Iffdng

Quy trinh cung cap dich vu: Can xay

dffng rd tieu chuan chat Iffdng dich vu co tinh he thd'ng va chat che hdn, theo dinh hffdng khach hang, nhff: phffdng tien di lai, dich vu lffu tni, ve ve sinh va an toan thffc pham

Ke't hgp cdc dich vu di kem lH hdnh: Cac cdng ty can tang cffdng khai

thac va cung cap cae dich vu du lich di kem de dap ffng mdt sd' nhu cau cua du khach Nhat Ban, nhff: mua sam, tam nffdc khoang ndng, nghi ngdi tai mot so cac khu du lich sinh thai, nghi dffdng danh cho ngffdi gia G

TAJ LIEU THAM KHAO

1 Trffdng Dinh Chien, Pham Thi Huyen (2012) Gido trinh qudn tri marketing, Nxb Giao due Viet Nam, Ha Ndi

2 Frederick E Webster, J (1991) Organizational Buying Behavior, Englewood Cliff, NJ: Prentice Hall

3 James F Burke, Barry P Resniek (1991) Marketing and Selling the Travel Product, South-western Publishing Company, Cincinnati, OH

4 Robert Lanquar, Robert HolUer (2002) Le Marketing touristique, PUB