- Khach hang la ngudi tieu dung: la ngudi mua cho minh, cho gia dinh hay cho doanh
2.8.2 Nhirng mat chua duac
Cdng ty van chua co mot bg phan chuyen trach cho mang xay dung thuang hieu. Ngoai ra cac hoat dong hgc hoi nhim nang cao ky nang ciia nhan vien vi xay dung thuang hieu cdn it. Sir ho trg tu bin ngoai cung chua nhiiu.
Do chua xay dung dugc bd phan giam sat boat dong xay dung va phat triin thuong hiiu nen cac bao cao ndi bg lien quan den boat dong xay dung thuang hiiu ciia Cdng ty cdn it va sa sai.
CHl/OfNG 3. KE HOACH VA GIAI PHAP THlTC HIEN THANH CONG CHIEN LlTQfC XAY DlJlVG VA PHAT TRIEN THlTONG HIEU
TAI CONG TY TNHH NHA NlTOC MOT THANH VIEN THONG NHAT
Can cu thuc trang, nbijng kit qua da dat dugc va chua dugc ciia viec xay dung va phat triin thuong hieu nam 2007 va de tiip tuc xay dung, phat triin va bao vi thuang hieu trong giai doan tiip theo 2007 - 2010, Cdng ty TNHH Nha nude mot thanh vien Thdng Nhat can cd nhijng ke hoach truyen thdng hoan hao nhat.
Cdng ty se tiip tuc xay dung, hoan thien chuan ki hoach xay dung va phat trien thuang hieu
theo chin ndi dung d% ra d chuong 1 (muc 1.6 - trang 38).
Ludn chi cung cap cho khach hang cac san pham dat chat lugng tieu chuan cam kit; khdng ngung cai tiin mau ma san pham, nang cao chat lugng djch vu; Xay dung ddi ngu Can bd cdng nhan vien chuyen nghiep cao tao ra hinh anh rieng biet cho Cdng ty.
Thdng qua cac phuang tiin truyin thdng, khuyin mai nhu: quang cao san pham trin truyin hinh, trin dai, bao, tap chi... nham tao ra an tugng dac biet vdi khach hang; kich thich mua hang bang cac hinh thuc khuyen mai, tang qua, cac chuong trinh bdc tham triing thudng; Dac biet coi trgng vin de quan hi cdng chiing: lam tu thien, tai trg cho cac giai thi dau Idn, cac chuong trinh sang che khoa hgc hay td chuc su kiin, md rong quan hi cdng ddng... nhim quang ba thuang hieu true tiip din tung ddi tugng khach hang.
Ke hoach xay dung va phat trien thuang hiiu can cd ngudi co quyen han dung ra chiu trach nhiem td chuc thuc hien va phai dugc giao cho luc lugng chuyen gia giau kinh nghiem dam nhan; phai dugc xay dung mot each bai ban, cd su liin kit chat che giija cac phuang tiin truyin thdng va cac chien djch tiiu thu san phim ciia Cdng ty.
Ke hoach nay cung vach r5 vai trd ciia viec xay dung va phat triin thuang hiiu Thong Nhit cho tit ca cac don vj thanh viin (Thdng Nhit, ViHa, Ddng Da; Cdng ty Liin doanh Thuong mai Hda Binh, Lien doanh FER - Due); se phan tich ro rang ndi dung thdng diep bing Idi (cau Slogan), bang hinh anh (biiu tugng - Logo) cin gui den khach hang.
Cdng ty Thdng Nhat cung vach ra ki hoach xay dung va phat trien thuang hiiu trong dd cd
sir phdi hgp chat che giua ba dan vj true thuoc dc vua md rong tdi da dia ban quang cao, vua
thi hien sir gan kit bd trg lan nhau tao da cung phat triin, dac biet sir phoi hgp nay se la bien phap tdt nhat de phat huy tdi da hieu qua tu ngan sach tung dan vj trong qua trinh xay dung va phat triin thuong hieu, md rong thj trudng muc tiiu.
Su phdi hgp nay khdng chi nhat quan trong ndi dung ma phai chii y din dac thu chiing loai san pham riing ciia tung don vj de cd phuang phap thich hgp va dem lai hieu qua cao nhat, tranh nhiing dap khudn cung nhac, cd the phu hgp vdi mat boat ddng nay nhung lai phan tac dung vdi mat boat ddng khac ciia don vj khac (dac biet chii y din chiin luge xay dung va phat trien thuong hiiu d khdi san pham xuat khau bdi day la thj trudng tiim nang nhung sue canh tranh cao).
Cdng ty TNHH Nha nude mot thanh vien Thdng Nhat la Cdng ty cd cac don vj true thuoc vdi nhom san phim khac nhau, chuc nang nhiem vu khac nhau, trinh do phat trien cung khac nhau, do vay san phim cd nhiiu phan doan thj trudng khac nhau, cd khach hang muc tieu khac nhau, vi vay bin canh viec len ki hoach xay dung va phat triin thuang hiiu chung van cin cd chien luge truyin thdng rieng cho cac san pham ciia Cdng ty minh nam trong tdng thi thuang hieu Thdng Nhat.