CÁC CÔNG NGHỆ MARKETING mới và sức tác ĐỘNG của CHÚNG – NHỮNG bước PHÁT TRIỂN mới TRONG THƯƠNG mại điện tử e

CÁC CÔNG NGHỆ MARKETING MỚI VÀ SỨC TÁC ĐỘNG CỦA CHÚNG – NHỮNG BƯỚC PHÁT TRIỂN MỚI TRONG THƯƠNG MẠI ĐIỆN TỬ The main content of the article is divided into parts: Part I: INTRODUCTION Part II: ANALYSIS CONTENTS Marketing Concept 1.1 Traditional Marketing 1.2 Modern Marketing: 1.3 Role of Marketing in business The new developments in e-commerce? The contents of the analysis clarify the role of electronic commerce in marketing and the changes they bring to the field of marketing in the near future and medium term 2.1 The type of e-commerce transactions The methods which electronic commerce can in the field of marketing and efficiency they bring to the enterprise 3.1 Direct Marketing: 3.2 Online Sales: 3.3 Market survey: 3.4 Tracking consumer behavior: The changes e-Commerce bring in the marketing field in near future and medium term Part III: CONCLUSION THEME A INTRODUCTION The role of marketing in business activity is increasingly made clear, especially for companies with new products and businesses to maintain and grow market share, increase its competitiveness Current Marketing concept is not new to Vietnamese businesses though they haven’t known previously To understand the Marketing concept is one thing, implementing marketing activities in a professional manner is another matter No business began doing business did not want their business associated with the market In the new market mechanism, the enterprises are free to compete to meet customer needs in the best way The more market economy develops the higher level of competition Competition is just motivation and elimination tool, rigorous selection of the market for the businesses So, to survive and develop, businesses need to orientate under the dynamic and flexible market As customers become final judgment for the survival of the enterprises, businesses must be aware of the role of the customers Corporate profits only get when customer needs are satisfied, and then marketing becomes the key to success for the businesses Marketing activities of companies is one of the basic content of business activities in order to implement the objectives of the business: maximize profits, maximize business value and growth, development objectives Marketing management has close relationships with business executives and holds key positions in leading corporate management Nowadays, technology is growing beyond basic marketing such as 4P, 7P then current businesses have many ways to bring their products to consumers using the Internet and other forms of electronic commerce can help companies change the way traditional marketing now providing general information and products for the majority to provide changes of product and information according to customer demand B ANALYSIS CONTENTS Marketing Concept Originally Marketing appeared through discrete behaviors associated with the exchange of certain situations Thus it can be said Marketing associated with the exchange of goods But that does not mean that marketing appears simultaneously with the appearance of exchange Marketing only appears when exchange is in a state or in certain situations: either the seller must try to sell the goods, or the buyer must try to buy goods This means that exchange situation occurring Marketing is when people have to compete to sell or compete to buy Thus the underlying cause to appear Marketing is competitiveness In fact, Marketing behavior appeared clearly when the great industry developed, promoting increased production and made supply of goods tended to exceed demand At that time, traders are forced to find better ways to consume goods The process of searching for better solutions to promote the consumption of goods makes marketing activities grow and be the basis for forming a complete science – Marketing Marketing term was first launched in the U.S in the early twentieth century It spread to Europe, Asia, and in Vietnam in the 1980s Marketing is derived from the English word "market" meant fair or market "Ing" tail means approach, so marketing is often misunderstood advertising/ buying/selling To avoid confusion, the term is not translated 1.1 Traditional Marketing Used to indicate the Marketing skills applied in the early stages Characteristics of the market during this period: - Production undeveloped, market range, the number of suppliers is limited, market controlled by sellers; - Scope of Marketing confined to commercial areas in search of markets for consumer goods or services available; - Sales philosophy: sell what manufacturers have targeted maximum profit for the sellers 1.2 Modern Marketing: - Characteristics of the market after World War 2: - The economy grew at a high rate - Scientific and technological progress is rapid - Fierce competition takes place - Strong volatility of commodity price - Consecutive surpluses - More risk in business - The role of buyers became more important (result) The scope of activities of modern Marketing is wider Modern Marketing considers market as the most important stage of reproducing goods Needs and tastes of consumers are the decisive factors of production and business processes Philosophy of Modern Marketing is "selling what the customer needs." The goal of modern marketing is profitable for the seller, the manufacturer through satisfying the highest demands of buyers and consumers 1.3 Role of Marketing in business Marketing decides and coordinates the activities connected businesses’ operations to market Ensure that business activities of enterprises in market direction; get to know the market, the needs and desires of the customers to be firm prop for all business decisions Talking to modern marketing, there are numerous methods, in this thesis; I analyze new development steps in electronic commerce to make the main content of my thesis What is e-Commerce? As the field of economic activity which is not new to many countries, because of its advantages such as: less waste time, effort, money for economic transactions Therefore, the application of electronic commerce (in business) is the inevitable trend of the times Vietnam, in the integration process, is no exception to this general development trend Demand mounted electronic commerce development in the process of international economic integration in Vietnam, turning e-commerce into a powerful tool for supporting the integration process and vice versa actually becomes extremely necessary, especially in the context that our country's economy is integrating deeper and more comprehensive with the world economy In fact, the integration process in our country shows, ecommerce development always associated with the development of the integration process; is an important driving force to accelerate the process of integration in the development of our country Consequently, the development of e-commerce is an important step to strengthen stronger integration process of Vietnam in the coming period In the process of building and developing a business brand, in addition to traditional advertising media such as TV, newspapers, magazines, the Internet plays an important role and is an effective means of saving in building consumer awareness of a brand 2.1 Types of e-commerce transactions The e-commerce transactions can be made between the different parties as follows: Business-to -Business (B2B): In B2B transactions, both sellers and buyers are business organizations A large volume of e-commerce is of this type Collaborative Commerce (c-commerce): In collaborative commerce, business partners co-operate by electronic This cooperation often occurs between trading partners along the supply chain Consumer-To-Business (C2B): In C2B, consumer says the specific needs of a product and competitive providers will provide products or services to consumers Consumer – to - Consumer (C2C): In C2C, an individual sells products or services to other individuals (You'll also see the term C2C used as commerce "between the clients” Government to Citizens (G2C): In this case, the government provides services to its citizens through e-commerce technology All levels of government can work together or with businesses (G2B) Mobile commerce (m-commerce): As e-commerce is done in an environment of radio (wireless), such as using mobile phones to access the Internet, we call mobile commerce The scope of e-commerce: E-commerce field is very wide and there are many e-commerce applications To implement this application, the organization should have the right information, to ensure infrastructure and other support services Specifically: - People: sellers, buyers, intermediaries, and information systems professionals and other staff, and anyone involved in the process - Policy of the State: The legal issues, policies, and management issues such as privacy protection and taxation regulated by government - Marketing and advertising: Like any other businesses, e-commerce often requires the support of marketing and advertising This is particularly important in the online B2C transactions in which buyers and sellers often not know each other - Support services: Many services need to support e-commerce They range from the payment service for the delivery and content creation - Business Collaboration: The joint venture, e-markets, and business cooperation in the common types of e-commerce They often appear throughout the supply chain Support infrastructure includes hardware, software, and networks, from the browser to the media All e-commerce components require good management This means that businesses need to plan, organize, motivate, set strategy, and redesign processes as required The methods which electronic commerce can in the field of marketing and efficiency they bring to the enterprise 3.1 Direct Marketing: Many marketers set more specific goals in online marketing strategies are implemented using Internet direct marketing Internet minimal cost savings and provide greater efficiency than the method sent by traditional mail advertising: no stamps, no envelopes, no paper costs, and other costs On the basis of data on consumers, marketers can send millions of e-mail with a single click, or you can use a program to automatically send e-mail to each customer or group of customers by the internal solution consistent with the characteristics of this group 3.2 Online Sales: Consumers can find everything you need online from chocolate to cars Amazon.com had sales of 32 million books in the first year of opening online stores Support consumers and customers is one of the important advantages of electronic marketing that many companies not pay attention to Currently, consumers only support stop in their infancy in the form of questions customers often ask (Frequent Asked Questions-FAQs) Other forms can now apply the answers customer questions, email autoresponder, updates, consumer forums, online chatting… 3.3 Market surveys: Internet bring efficiency in market research, through development of customer data systems and fully updated Market surveys online cost savings for businesses and customers time At the same time, the reliability of the survey can also be closely examined by combining information from different sources 3.4 Tracking consumer behavior: Server allows enterprises to monitor every move of every customer when the customer enters the corporate network: time on the network, open the web page, select and purchase what products, has opened sites how many products, of interest to the group is empty, nothing fancy color, size often choose products that This information allows marketers to introduce products that fit perfectly with the needs of each individual client Proven effective in 62% of enterprises have succeeded in finding new business opportunities through e-commerce business and 77% believe that the usefulness of e-commerce is the ability to control and connect with the client group Research by Regus, provider of workspace solutions leading, at the end of last year also showed that the use of e-commerce has brought great success The director of marketing using e-commerce as one tool to promote brands, create viral effect, looking for potential clients and collect customer feedback, creating team cohesion current employees and attract potential employees http://mail.niemtinvn.com/thuong-mai-dien-tu-va-ung-dung-trong-marketing-82 The changes e-Commerce bring in the marketing field in near future and medium term E-commerce changed the way marketing More and more people use the Internet to marketing through e-commerce in the near future will be "Turning gold into e-commerce” In fact everyone knows that it is important to promote the business today is data, by one more company information how much competitive advantage in the market this much of it as possible By acquiring data "in the right-click" on the Internet from servers that companies can analyze customer behavior, identify the concerns of customers as well as identify preferences for their products and services specifically Treasure derelict This information may also be used to predict at what people will buy, when and at what price And now they just need to know how to it alone According to of InternetWorldStats, Vietnam has more than 30 million Internet users, the Internet market is the fastest growing rate in Southeast Asia, and is second only to Indonesia (50 million people) in the number of users So, what ecommerce trend? If three years ago (2010 ) you ask any Vietnam and someone in the office building of whether they have ever bought an item which is not online , the majority answer would be no However, you can now examine any user groups such as students, office workers , small business owners , especially housewives and female office workers , most of them had at least online shopping once before What has happened ? Groupon phenomenon - an important factor for its shift of electronic commerce Step transformation occurs when wave Groupon clone explosion in Vietnam More than 200 e-commerce website launched , combined with the appeal of the product and service discounts has strongly influenced the purchasing decisions of consumers online According to estimates by some top leaders in the group buying market , the number of people using online shopping has reached million , significantly different compared with 100,000 users of years ago That figure is equivalent to 5-7 % ratio of online sales / total sales in a few large companies owning both online sales channels and traditional From traditional to online: the new sales channel Trend mining online sales channels has exploded in the traditional commercial companies large Because traditional sales channels are now almost saturated , and companies should think giving more choice to customers and let them choose the appropriate method for your shopping From these fees cost savings as rents , wages clerk , and other fees to maintain a traditional store , retailers can share the savings with customers by product discounts Many fashion stores or electronic devices operated by a single person They used to own the inventory and open a website to sell products or offering to sell products at popular C2C sites like 5giay.vn , vatgia.com and 123mua.vn The trend is also a good drive to encourage people to try online shopping But e-commerce to create new competitive forces : With no high marketing costs , economic efficiency can be defined, electronic commerce helps businesses honing tools such as price competition , marketing advertising and other marketing information increasingly sharper and more effective The marketers can use all the applications of the web page , to advertising , to strengthen relations with the public , building online communities to create a good impression for the brand Electronic Marketing encourages consumers to actively participate in the development of the brand, read product information , specific instructions how to use Effective brand development of major corporations such as Fedex , Charles Schwab , The New York Times , Nike , Levi Strauss , Harley Davidson has demonstrated the role of electronic marketing in marketing strategy 21.Voi century business models electronic commerce over the Internet today , we can access the individual , knowing the needs and preferences of each person Or Amazon is a typical model for understanding the needs of our customers This website can easily identify who is now after the business was registered as a member of the wesite The next time you visit , are now offered by his name , was introduced in the book " taste " of the business and the introduction of the book with the same interests as businesses usually read The shopping websites usually have the wishlist ( preferred) to businesses can save your favorite products in this list For information , businesses can also sign up to receive the kind of information that businesses must care instead of receiving a series of useless information in the newsletter long , boring predictable ngay.Theo experts , this 21st century marketing on the Internet will explode and become an important means of marketing in business activities of the company III CONCLUSION In short, with the number of people using the internet more than 30 million, the growth of the internet in Vietnam today, is the fastest growing Internet market in Southeast Asia, the number shows that internet is very good land for brand promotion activities, Marketing Vietnam introduces readers online marketing forms considered as future trends Although ecommerce market in Vietnam is still facing problems such as customers neglect product or shipping service, payment, poor customer care, but the factors Groupon phenomenon , From traditional to online, Online payment system, Logistics services (Logistics) Thrust from the "big firms" in the Internet industry that will help accelerate the growth of e-commerce market, and this is only the beginning of this growing trend Above is the understanding and research information on the internet, I have completed my thesis, the article is limited so I hope to receive feedback from teachers and friends Using the following reference in the article Internal documentation Marketing Management Source: http://marketing.24h.com.vn/digital-marketing-24h/marketing-online24h/5-yeu-to-tang-toc-thuong-mai-dien-tu-viet-nam-trong-nam-2012/ And other resources on the Internet directly quoted in the article ... http://mail.niemtinvn.com/thuong-mai-dien-tu-va-ung-dung -trong -marketing- 82 The changes e- Commerce bring in the marketing field in near future and medium term E- commerce changed the way marketing More and more people use the Internet... efficiency they bring to the enterprise 3.1 Direct Marketing: Many marketers set more specific goals in online marketing strategies are implemented using Internet direct marketing Internet minimal... businesses must be aware of the role of the customers Corporate profits only get when customer needs are satisfied, and then marketing becomes the key to success for the businesses Marketing