- Khach hang la ngudi tieu dung: la ngudi mua cho minh, cho gia dinh hay cho doanh
2.8.1.3Nhi nd khia canh quy trinh cac budc xay dung va phat trien thuang hieu
Nhu da niu d chuang 2, thdng thudng qua trinh xay dung va phat triin thuang hieu gom chin budc, kiem chung qua trinh nay d Cdng ty TNHH Nha nude mot thanh vien Thdng Nhat, tdi riit ra mot sd nhan djnh sau:
Mot la: Thanh lap y tudng, xac djnh thi trudng, khach hang muc tieu.
Y tudng ciia Cdng ty TNHH Nha nude mot thanh viin Thdng Nhat cho xay dung va phat triin thuang hieu la phai xay dung cho san pham ciia Cdng ty mot hinh anh that su khac biet vi nhom san pham, ve hinh thiic djch vu de mang din cho khach hang nhijng san pham mdi vdi chat lugng cao hon, gia thanh hgp ly hon hoac it nhat la co sir khac biet tich cue hon vdi ddi thii canh tranh. Mot dau hieu khac biet di nhan thay ciia Cdng ty Thdng Nhat d day chinh la biiu tugng; bieu tugng cd y nghTa chi Cdng ty, de nhan biet, rat de nhd va dat yeu cau tham my.
Mat khac, Cdng ty Thdng Nhat cung xac djnh thj trudng, khach hang muc tiiu trin pham vi rong. Bao gdm mgi ddi tugng khach hang tu dan le (thj trudng trong nude ciia san pham xe dap - xe may la nhom hgc sinh, sinh vien, nhom ngudi lao dong d thj trudng dja phuang) den cac khach hang thuang mai, khach hang san xuat hay khach hang vua thuang mai vua san xuat trong va ngoai nude... Cdng ty nhan djnh se phai phat trien, md rong thj trudng ban nija, khdng loai tru ddi tugng la thj trudng dja phuang, khu vuc, trong nude hay qudc te... qua do, la nha cung ung Thdng Nhat da biet minh phai lira chgn nganh nghi hay san pham
nao, chat lugng cung nhu djch vu (hau mai) ra sao nham thoa man nhu cau ciia mgi ddi tugng khach hang mot each tdt nhat.
Thu 2: Tim kiem thong tin, phan tich doi thii, xac dinh minh la ai, muc tieu can di den dau la budc nhan dinh quan trong.
Bk dam bao cho Cdng ty cd dugc qua trinh hoat dong liin hoan, thdng sudt, liin kit ba nha
may vdi nhau, bd trg chat che cho nhau tao thanh mot the thdng nhat cung phat trien, Ban lanh dao Cdng ty Thdng Nhat da quan tam chi dao, giam sat va thuc hien triet de thu thap thdng tin tren nhieu mat thj trudng nhat la cac san pham cung loai, cung nganh nghe, cung mat hoat dong san xuat kinh doanh vdi Cdng ty, trong do tap trung thdng tin vi kiiu dang, chiing loai, gia thanh, tim kiem cac san pham c6 the thay the...
Dac biet, muc tieu ciia Thdng Nhat la trii trgng den da dang hoa tat ca cac loai san pham; tan dung Igi the thuang hieu Thdng Nhat da kha uy tin di tang cudng cdng tac quang ba san pham, xay dung va phat trien thuong hieu hon nija, bang each thudng xuyin thay ddi kieu dang, mau ma, chat lugng cung nhu gia thanh san pham cho mat hang ndi, ngoai that xuat khau, mat hang xe dap dien, xe dap cao cap... dap ung nhu cau canh tranh cao nhat vdi cac nude phat trien tren the gidi, bdi viec md rong thj trudng tieu thu san pham ciia Cdng ty Thdng Nhat ndi riing, cua cac doanh nghiep san xuat ndi chung la vd cung quan trgng, cap bach trong dieu kien thj trudng canh tranh khdc Hit vdi nhijng nen kinh te dang phat triin, thuang mai qudc te dang dugc toan cau hoa nhu hien nay.
Thu 3: Thiet ke nhan hieu hang hoa va cac doi tuang sd hiru cong nghiep khac.
Cdng ty Thdng Nhat da xay dung dugc biiu tugng, da dang ky bao hg dgc quyin bieu tugng do, song nhan hiiu ndi tieng thi chua nhiiu nen van can tiip tuc thuc hien va phat trien y
tudng thiit ki nhan hieu riing cho mdi san phim ciia minh; cin coi moi nhan hieu cung la mot biiu tugng quang ba cho thuang hieu Cdng ty Idn manh hon.
Thu 4: Xac lap quyen
Viec xay dung va phat trien thucmg hiiu bao gdm rat nhieu yeu td khac nhau, cd thi la nhan hieu hang hoa, tin ggi xuat xu, ten thuang mai, kiiu dang...v.v. Ngay tu nhirng nam 1985 - 1986 khi tien than cdn la mot Xi nghiep xe dap Thdng Nhat nho be, viec dang ky nhan hieu hang hoa da dugc Ban lanh dao dang ky bao hg (Giay chiing nhan dang ky nhan hiiu hang hoa hdi d6 do Cue Sang chi cap, qua nhieu lan ddi tin cung cap di cap lai nhiiu lan). Den nay, Cdng ty TNHH Nha nude mot thanh viin Thdng Nhat van duy tri va da xac djnh dugc quyen sd huu cho minh bang viec dang ky nhan hieu - logo, dugc bao hg dgc quyin bdi Cue sd huu tri tue Viet Nam.
Thu 5: Xay dung chien luac chat luang san pham
Can cu theo dac diim tirng loai san pham, djch vu ciia nganh xe dap - xe may, nganh ndi that hien co tren thj trudng cung nhu ciia rieng minh, Cdng ty da xac djnh tiiu chi chat lugng cho san pham mang thuang hiiu Thdng Nhat. Cdng ty da xay dung chiin luge san pham vdi muc tieu: "Tu hao trin tung san pham, chat lugng trin tung chi tiit", nham cam ket mang den cho khach hang nhung san pham tdt nhat, chiing loai va mau sac da dang nhat.
Thu 6: Xay dung chien luac ve gia
Day la van de mau chdt quyet djnh khach hang se chgn san pham ciia minh hay chgn san pham ciia ddi thii canh tranh.
Khach hang khdng chi dua ra nhung yeu cau vi chat lugng san pham tdt, hg cung can mot muc gia phu hgp vdi minh, vdi san pham minh chgn so vdi mat bang chung tren thj trudng. Ban lanh dao Cdng ty Thdng Nhat rat hiiu tam ly nay nen viec xay dung chien luge ve gia la
van de ludn dugc quan tam; tir lau viec dam bao chit lugng chuin cho san phim vdi mot muc gia hgp ly nhat (so vdi chi phi de tao ra san phim va dac biet la khdng cao ban ddi thii canh tranh) da trd thanh chien luge chua bao gid dugc coi nhe cua Cdng ty Thdng Nhat, thuang hieu Thdng Nhat di sau vao cuoc sdng ciia moi khach hang nua the ky nay cung bdi vi vay.
Thu 7: Ve to chuc nhan su
Hien nay, xay dung va phat trien thuang hiiu d Viet Nam ndi chung, d Cdng ty Thdng Nhat noi rieng dang trd thanh van de cap thiit hon bao gid hit. Viec xay dung va phat triin thuong hieu sao cho hiiu qua la van de ddi hoi phai dugc thuc hien mot each bai ban, khoa hgc khdng phai bat ky ai cung lam dugc, song Cdng ty Thdng Nhat van chua thuc su cd dugc mot bd phan nhan su chuyin nghiep dam nhan nhiem vu nay, viec vach ra cac ke hoach cho nhiem vu xay dung va phat triin thuang hieu Cdng ty van dang la ganh nang dat len vai Lanh dao ca quan, day la yiu td bat cap ddi hdi Ban lanh dao Cdng ty can nhanh chong khac phuc.
Thu 8: Ve to chuc he thdng dich vu
Cdng ty Thong Nhit da xay dung va thuc hien nhiing ke hoach td chuc hi thdng dich vu mot each nghiem tiic nhu: Tang cudng phat triin ddi ngu nhan vien cham soc khach hang, thdng thoang hon trong cac djch vu khuyin mai, hau mai, ky gui, cac hinh thuc tra sau, thanh toan cham hay dich vu dua hang tdi tan nai ngudi sir dung...
Cdng ty cung coi trgng cdng tac nim bit thj trudng, xay dung chiin luge Marketing. Xay dung he thdng thdng tin thi trudng dam bao ludn nam bat dugc nhijng thdng tin mdi nhit ve boat dong kinh te, ky thuat cd lien quan, di di xuit cac giai phap can thiit cho viec td chuc he thdng djch vu nhim phat trien thuang hiiu doanh nghiep.
Cdng tac djch vu dugc thuc hien mot each nghiem tiic, hoan hao se thi hien trach nhiem ciia Cdng ty ddi vdi san pham ciia minh ciing la mot chiin luge giu' khach, am hiiu nhu cau ciia khach di cd bien phap thich hgp, cdng tac phuc vu khach hang ngay mot tdt hon.
Budc 9: Theo doi su phat trien va bao ve thuang hieu
Ai cung biet, xay dung va phat triin thuong hieu da khd, bao ve dugc thuang hieu, dam bao cho thuang hiiu dugc bin vung cang khd hon. Viec theo doi nay co tac dung nham diiu chinh su phat triin thuong hiiu diing hudng, chdng lai cac hanh vi canh tranh khdng lanh manh. Day la nhiem vu ciia Bg phan Quan trj va phat triin thuang hieu trong Cdng ty. Nhu vay, van de xay dung va phat trien thuang hieu d Cdng ty TNHH Nha nude mot thanh vien Thdng Nhat tuy da cd nhQng kit qua budc dau song van cdn chua hoan thien, doi hdi Ban lanh dao Cdng ty can quan tam ban nua nham quang ba va bao ve tdt han niJa thuang hiiu ciia minh ngay mot vung manh han.