PHÂN TÍCH HOẠT ĐỘNG xúc TIẾN bán HÀNG của CÔNG TY TNHH BIA HUẾ tại THỊ TRƯỜNG THỪA THIÊN HUẾ

Luận văn, khóa luận, kinh tế, quản trị, thương mại

Khóa luận tốt nghiệp GVHD: ThS. 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Nguyễn Văn Chương &FI9(F!f'0g&h2E'%:  8G?NN"N'28)1)QiPHÂN TÍCH HOẠT ĐỘNG XÚC TIẾN BÁN HÀNG CỦA CÔNG TY TNHH BIA HUẾ TẠI THỊ TRƯỜNG THỪA THIÊN HUẾj)K'! 1.2 Mục tiêu nghiên cứu: k lHO% )$E'.2'#12E'8 9 )$'U! k T, )$I9,8 E'.2'#12E'89 )$'U! k G#3)K#  )$I9,8! k TI'0#$->.8I9! 1.3 Đối tượng và phạm vi nghiên cứu: k T>F'Q\ )$O, )$I9QE'.2 '#12E'89 )$'U,8 G?NN"N'! k l #'Q ml #$'QlHO)%  )$I9#8 G?NN"N')1)%!Gg)2#3)K# )#$-> . )$I9,8! ml #8Q)>N'! ml #Q • V*->&'0Q':->&' )$  )$I9,8) XYYnJXYdY! • V*->&'-U0Q':88E'@0% gX)\#XYdd! 1.4 Phương pháp nghiên cứuQ 1.4.1 Phương pháp thu thập số liệu: 1.4.1.1 Dữ liệu thứ cấp: mGPF8g->&'2>2gE'.  )$,8G?NN"N'E'#XYYn2XYYo2XYdY8 G?NN"N''0! mS#&E')E'.2'#12E'89  )$ ' U  )F  ' : g   -  Q _  CDU# 2CD.2E'.CD2e'.E'8 92l&':I9U# V?#2S'[CD`2 ':g#$->pD-D&D'!2&'!#2'!#!` ?'<GCGH#bcdeGBGU#  X Khóa luận tốt nghiệp GVHD: ThS. Nguyễn Văn Chương 1.4.1.2 Dữ liệu sơ cấp: B(.@)K)'%@08g)>FQ& '('>(! Phương pháp chọn mẫu: kOq#='QSq#='r->E'-sO0.Mct&4->  u H' u ) u  v E' u ) w '& w  v  v x y  zd{ !?:2U v -8 v &U | t\ v E'- v  x w H w  u ) u # u XdY#Hy') w '! kG v  w DU v &H v #Hy'':2@0DX'* O2U&0#='E'#8#=')FI)-'Q d ?'yTx w G | J?'yG | CG!? v ' | CD2?f"T |  | e'8vG w  8vN8wSx v C ?'<GCGH#bcdeGBGU#  \ Khóa luận tốt nghiệp GVHD: ThS. Nguyễn Văn Chương Bảng 1QQuy mô và cơ cấu mẫu điều tra Đối tượng phỏng vấn Quy mô mẫu điều tra A. Giới tính ?# dcY ?3 }Y Tổng 210 B. Nghê ̀ nghiê ̣ p N | -J- \Y S8H v  nY 2 u 'U cY ?8 | U | 2'O XY G0 dY ? w  |  v  \Y Tô ̉ ng 210  •G v  v  u  u Q T u ) w ''H | 8 v  w ' v 8 v  w  v  v  u  u ) u ) &U w # v )8 | )8 w  v ' u  v  w  w # v )8 |  v H | 2# v )8 | HH v U |  w # v  )8 | ' v ' | )8 v U v #8y | )8 | I' v  v  v  w # w -' | ) y  w ) |   | ! C+H'@&#$K' u  | - | ) v  v  w x v H v ' u  w  |  )8 | I' v  v ! G))F-L6&)]Dt#)$2gd)K#JK#)$ hoàn toàn không đồng y ́ )t)K#JK#)$rất đồng y ́ . ".H'@-U$)F)'Z8E'@0LXYID#7 K')9g32hW#6)O,H'@827)~h'0 38)F@8! ^')F)'Z*2.@)F-L68@ 0O! 1.4.2 Phương pháp xử lý, phân tích dữ liệu: ?'~3&'0 : m^L6U>#8.D''->U )>2->')>2>)$K&)K3:)'Z ''2&F':2O! ?'<GCGH#bcdeGBGU#  c Khóa luận tốt nghiệp GVHD: ThS. Nguyễn Văn Chương m^L6U--)K)>)$K->&'% Dg) )K)>)$.#,Z'E' #)K#Z''E'.a#'E'.! ?'~3&'-U0Q klU>4->•DE'DD-)KID#Ia#)$), )>*'>! kK#)€D-#&DGkGD-)KK#)',PK _.'Q N Y Q•‚K#)rD-&'Ds N d Q•ƒK#)rD-&'Ds r„Q&#hW,K#)2„‚Y!Yts ?'-!…Y!YtQ0:.N Y ?'-!†Y!YtQ@.N Y B(K#))KHOID##)$&A',  )$E'.2'#12H2E'89  )$'U! kT)$:)8E') &FS‡-ˆ& ?'[&':Q Y!n≤S‡-ˆ&≤dQG)&>! Y!‰≤S‡-ˆ&≤Y!nQG)K-L6)F! kK#)'-&Š&&-QK#)-%'3#)>*#$ O0! _.'Q N Y Q8-%3# N d QS-%3# ?'Q^!‹Y!YtQ-%8hW#R> ?'Q^!†Y!YtQ-%hW#R> B(K#))KID#Ia'*O2':2'P2 )$70`()#$Z''8! 1.5 Nội dung đề tài và bố cục đề tài: G)QiPhân tích hoạt động xúc tiến bán hàng của công ty TNHH Bia Huế tại thị trường Thừa Thiên Huếj ">6QT~#\4Q l4ŒQTR0) l4ŒŒQ?$'E'.' SUdQGPE'0)'QG4):) 30)U-&h&':&E') )$I9! ?'<GCGH#bcdeGBGU#  t Khóa luận tốt nghiệp GVHD: ThS. Nguyễn Văn Chương SUXQlHO, )%  )$I9-. /#,8G?NN"N'Q4'&3HOE'.)O )&F&E') )$I9! SU\QT*. l4ŒŒŒQ&': PHẦN 2: NỘI DUNG VÀ KẾT QUẢ NGHIÊN CỨU CHƯƠNG I: TỔNG QUAN VỀ VẤN ĐỀ NGHIÊN CỨU 1.1. Cơ sở khoa học 1.1.1 Khái niệm xúc tiến bán hàng: GDl&&D2I9& )$8CD*# !G28CD&2'2))2'K 38)42-./#,2U 6623&FO#-;')F#'-./#, 2•384gO!e')2 #@#1>0'4',! GU# 2I9& )$,)O&W% CD,M###29)/U$#' '6U# ! 1.1.2 Vị trí của hoạt động xúc tiến trong marketing hỗn hợp f9&#$>#->E'7K)FK#- CDU# ! ?'<GCGH#bcdeGBGU#  ‰ Khóa luận tốt nghiệp GVHD: ThS. Nguyễn Văn Chương G>#->,#D2-%-[I%D#)$E'7, g#->)>*#+'&'!T')6'$ '&F,g26'$&F  • ,g! G.H#+2g) K'2O ,I9#D+F•K&'!T'6'$ &F,2UI9,)>,  g) ! 1.1.3 Vai trò của hoạt động xúc tiến bán hàng N2I9U# &#$868K')F  )$,!G&W%U# 2& 863''#&WU# O ,2 6,!SO)'2)1&# )$ I93A-'Q G*2I9& )$)4'E'78K')F4 .*#'>IH#:2#'>#$2# $..,# )$! G2I9#)'(384 -./#2)K)*'(&%72) E')#'! G2I9&#$U&#'E'.&#Ž-% -./#,-*-./#(& 28 E')&F.#O#$)U-./#! G28E' )$'#12P$FK&1#` #I9*2#$[RE'3 *2)KK'3>U! G#286, )$I9)'&3U  # 2&U)/)&'829#' &8a2#$K )$! ?'<GCGH#bcdeGBGU#  } Khóa luận tốt nghiệp GVHD: ThS. Nguyễn Văn Chương G-'2•$:*286I9&3 U3''2&4'>)K9IH#:E'>2 '(*)'(3-./##U' V?#! 1.1.4 Các bước triển khai chiến dịch xúc tiến bán hàng. "*d!lK#$>I9 G*))&I96K24:F2HO)> F#)1**)E'. 2'U#)1%)K 3&F#*! S4'/#$&'~#0.)>F# )1-L6I9 )!S'/#$$&'3E'.)1 )F&8!G&'4'/&&F#D)P#* )KK'9#)>F#*! "*X!TE') )1),3&'h2 4)g$'6K!) 3hI9)16249h)'E'.,9! S•49h)3 )$8'E'.)K&R& !T82h I9>, 8)D#& E'.Z'49  8)9)K#!V*F:2 Z4)'Z)89& K)D#& 8! "*\!lK &F TKK8 )$I92 .&:  &F .)F'/#$* K! "*c!T .&'::K ^' hI92 4)3 )  :K!V-•h*'-;9 )F  %U2'E'.U! "*t!]:  ?'<GCGH#bcdeGBGU#  n Khóa luận tốt nghiệp GVHD: ThS. Nguyễn Văn Chương S4I))K#>0)K[)4'K I9! T g$'! 2. 8! "*‰!G -% I9 ?'#'>P$*)>, 2 4 -%!V I9, >*U,)>,  .8, 0!V )$I9 )>, 8&#-;)D#& 'E'.U! "*}!GE'. S4E'.R8rKE'L%s*K I9!?$'E'.4':3&FO# K)FI9!?2•4'Ž  3).#.! "*n!GI9*U'8 V•4'/*!SP0&).8 O29h)O #& &FO$)~! 1.1.5 Nội dung của hoạt động xúc tiến bán hàng f9Z')FAP > )$I9!B)2)14 .%#$72gH'2g*%!S$', ', )$I9~#QQe'.2'#12E'892 %2#D%! 1.1.5.1 Quảng cáo N0')W'E'. GDl&&DQe'.U# &'88% )F%E'3U'..I)Ž'~ O! e'.~##7',E'3h 26)F%D'4',,KE'., K.O! ?'<GCGH#bcdeGBGU#  o Khóa luận tốt nghiệp GVHD: ThS. Nguyễn Văn Chương ?2A0')W'E'.2')K# ',0.)W0&Qe'.&'8 8.3HH2$'E'.&8 26!lUE'.&8E'#8*2#6 )OE'.&9)/'66)K'&F':!  Tác dụng của quảng cáo T>*2E'.97K>'-%&%7,7 )F'U1'-./#26! T>*-.I'02E'.9K U2 UE'#8$1*->&F)8U!e'.97# K'.,2:#K.-./#)PO -CD(F!e'.A&86 )[&%,  .'O)>*'(!e'.8 3OO#'#A6Fh'4'!  Yêu cầu của quảng cáo G020&F8.QB&F)[2 .8‘OE'. 0&F 8.!S0&F8)A@E'..[72Ž :')K&#:9h! G2E'..F&hQC+E'.K)M#$R UE'.2.).#E'.)*4#$ F&h! G2..).#O&hQ?E'.r,KE'. s'#E'.!?)r6 E'.s4ID#IaOI%,E'.2)R83E'.2 •##$4E'.2'--%:! G2..).#O':Qe'.&8)*# R*E'49$1.).#.O':2F*' 4'Ž2)U.!CR(28.&#$/#':2.( F*/##’,D2ID#! ?'<GCGH#bcdeGBGU#  dY