- Ke hoach xay dung nguon nhan luc
3.4.1Xac djnh ro dac diim tam ly khach hang va khach hang muc tieu
Vdi mgi doanh nghiep, khach hang la ddi tugng quan trgng nhit trong kinh doanh; cd it khach hang nghTa la Igi nhuan it hoac khdng cd lgi nhuan, khdng cd khach hang tuc la khdng cd boat ddng kinh doanh.
Di tao uu the thu biit dugc nhieu khach hang phai nim dugc nhu ciu ciia khach hang; biit dugc hg cin gi, muon gi? sd lugng bao nhiiu, chit lugng the nao? gia ca, thdi gian, dja diim ra sao? phong each phuc vu nao? can cu nao de hg chgn hoac khdng chgn san phim ciia minh? Khi Cdng ty nam vung dac diim tam ly khach hang se xay dung dugc chuang trinh triin khai hiiu qua nhat thoa man tdi da cac nhu cau va mong muon ciia khach hang, tao in tugng sau sac cho khach hang.
Tu viec nam vijng dac diim tam ly khach hang, Cdng ty se cung cip cho hg nhijng san phim dam bao chat lugng, gia ca hgp ly nhat, djch vu hau mai hoan hao nhit vdi chi do bao hanh, bao dudng va do tin cay cao nhat.
Nhu da niu d trin (muc 3.3.4 - trang 82) Cdng ty Thdng Nhat xac dinh cd ba nhdm ddi tugng khach hang muc tiiu la: Khach hang la san xuat vua la nha thuang mai; Khach hang la nha thuang mai va khach hang la nha san xuat - bao gdm nhiiu thanh phan mua hang nhu: Cdng ty Nha nude, Cdng ty Cd phan, Cdng ty trach nhiem hiru ban, doanh nghiep tu nhan, ngudi tieu dung... viec tham gia quyit djnh mua hang ciia khach hang cd nhiiu ddi tugng va thanh phin khac nhau (la lanh dao, la can bd cdng nhan vien, la ngudi tiiu dung don le...) nhung qua trinh quyet djnh mua hang vin theo chu trinh chung la:
Nhan thuc nhu ciu -> Tim kiim thdng tin -^ Danh gia cac lira chgn -> Quyit djnh mua hang —> Tam ly sau khi mua. Hoac: Biet din san pham -^ Tim hieu ve san pham -> Thich
san phim -> Tin tudng -> Mua san pham dd.
Khi mua hang ai cung mong mudn nhan dugc nhung uu ai hay mot su linh ddng nao do trong giao djch, mudn dugc phuc vu tot, nhanh chdng, diing ban, thai do ddi tac cdi md, than thien, vui ve... Nim dugc tam ly do la vin de hit sire quan trgng bdi khach hang ciia Cdng ty khdng dan thuin la mot ca nhan hay mot doanh nghiep ma la nhiiu nhdm vdi nhiiu doi
tugng va ca nhan khac nhau, nhu ciu ciing khac nhau. Hiiu dugc khach hang mdi dua ra dugc chiin luge thich hgp nhim tbda man nhu cau, ghi lai diu in vdi hinh anh dac trung ciia Cdng ty trong tri nhd ciia khach hang
De hieu dugc tam ly khach hang, Cdng ty cin thudng xuyin trao doi, tham dd true tiep hay gian tiep qua dieu tra, danh gia. Danh gia viec xay dung va phat trien thuang hiiu Cdng ty cung cd thi kiim chung thdng qua danh gia muc do tang trudng vi doanh thu va san lugng, tin suat ciing nhu sd lugng, sd lan mua hang ciia khach hang trong tung quy, tung nam; it nhat mdi nam Cdng ty can cd mot lan tham dd, danh gia tam ly, nhu cau, mong mudn ciia khach bang, tu dd danh gia hieu qua chiin luge phat trien thuang hiiu.