Xay dung thuang hieu hay quan trj thuang hieu la viec quan ly mot each hieu qua nhan thuc ciia khach hang va nhijng ngudi cd lien quan nham toi da hoa gia trj hoat dong kinh doanh ciia cong ty. Tren thuc te, de cho khach hang nhan biet dugc ve san pham, djch vu ma doanh
nghiep cung cap va luu lai dugc hinh anh san pham, djch vu do trong hg khong phai la
chuyen dan gian trong ngay mot ngay hai se co dugc, ma no doi hoi doanh nghiep phai lien tuc phan dau, giij vung chat lugng, gia thanh hgp ly, to chuc dich vu hau mai that tot... Do
vay doanh nghiep phai cd chien luge va ke hoach xay dung va phat trien thuang hieu mot each khoa hgc. Ke hoach xay dung thuang hieu nen dua theo cac budc ca ban sau (Hinh 1.1- trang 39).
Hinh 1.1 Quy trinh xay dung va phat trien thuang hieu ( 1 )
Thanh lap y tirdng, xac djnh thi trudng va khach hang muc tieu
(2)
Tim ki^m thong tin, phan tich d6i thii, xac dinh minh la ai, muc tieu can di den dau
, , (3)
Thiet ke nhan hieu hang hoa va cac ddi tirgng sd hu'u cong nghiep khac
(4) Xac lap quyen Xac lap quyen
V
(5)
Xay dung chien luge chat lugng san pham
(6)
Xay dung chien luge ve gia
(V)
To chuc va nhan su
(8)
Budc thir nhat: Thanh lap y tirdng, xac dinh thj trirdng va khach hang muc tieu
Thanh lap y tudng d day la viec xac dinh nhijng dac tinh rieng co ciia san pham, djch vu co th§ la dua den cho ngudi tieu dung san pham, djch vu chat lugng cao han hoac la su khac biet, theo do dat cho san pham, djch vu mot cai ten, xac djnh kieu dang, mlu ma, nhan mac, hay mot dau hieu nao do that de nhd, de ggi nham thu hiit dugc ngudi tieu dung.
Khi thiet lap y tudng cho thuang hieu, doanh nghiep can luu y den doi tugng khach hang ciia minh la ai, phan khiic thj trudng nhu the nao va thong diep gi ciia doanh nghiep mong muon dua den ngudi tieu diing... Vidu nhu san pham ma doi tugng tieu dung la tre em thi can nhijng cai ten con giong, ten ciia nhan vat hoat hinh ma tre em ua thich va kem theo do la nhijng hinh anh ngg nghlnh danh cho tre em... se mang lai ket qua tot.
Budc thir hai: Tim kiem thong tin, phan tich doi thu, xac djnh vj tri va muc tieu ciia congty
Tren ca sd y tudng kinh doanh, doanh nghiep can tim kiem cac thong tin lien quan de xac djnh cho y tudng cua minh. De dam bao thong tin co hieu qua cho viec xay dung phat trien thuang hieu, doanh nghiep ciin tap trung cac thong tin sau:
- Thong tin doi vdi cac san pham cung loai da co tren thj trudng, trong do tap trung thong tin v6 gia, v6 thj phan, thong tin ve dan vj san xuat mat hang do nhu the nao?
- Thong tin vl cac san pham co the thay the.
- Thong tin v6 nhung thuang hieu ma d6i thii da dua ra thj trudng va each xay dung, quang ba thuang hieu ciia hg.
Sau khi co thong tin ckn ih'ik, neu cd nhung dau hieu nao triing hoac tuang tu vdi thong tin
Budc thir ba: Thiet ke nhan hieu hang hoa va cac doi tugng SHCN khac
Tren ca sd y tudng va cac thong tin da co, doanh nghiep se thilt ke nhan hieu cho san ph^m ciia minh. Khi thi6t kl, nen co nhi^u phuang an khac nhau da co thi lira chgn. Cac tieu chi de doanh nghiep co the dua ra thuang hieu tot:
- De dgc, de phat am, de danh van - Dgc dao, an tugng, de nhd
- Truyen tai dugc thong tin can thiet ve san pham hoac djch vu - Tao dung hinh anh thich hgp cho khach hang
- De dugc phap luat bao hg
Budc thir tu: Xac lap quyen
Trong thuang hieu co rat nhieu yeu to khac nhau, c6 thd la nhan hieu hang hoa, co the la ten ggi xuat xu, la ten thuang mai, kieu dang hay la nhijng yeu t6 thuoc ve quyen tac gia nhu doan nhac hay ten khau hieu... Viec xac djnh yeu to nao can dang ky va dang ky dugc la mot van de khong phai bat ky doanh nghiep nao cung lam dugc.
Budc nay rat quan trgng va phai lam cang sdm cang tot bdi neu khong rat de xay ra nhiing rac roi nhu mat nhan hieu va trong trudng hgp nay la mat thuang hieu do lam hang gia, hang nhai hoac do bj ngudi khac dang ky trudc.
Budc thir nam: Xay dung chien luge san pham
Day la khau r^t quan trgng, xu the canh tranh gay gat nhu hien nay muon san pham/ djch vu ciia minh dugc ngudi tieu dung chap nhan nhat thiet doanh nghiep can quan tam den chat lugng san ph§m, djch vu. Tuy theo tung loai san pham, djch vu ma doanh nghiep phai tuan
theo tieu chuin ciia no. Chk lugng san pham dugc the hien qua cac tieu chi ca ban nhu:
Budc thir sau: Xay dung chien luge ve gia
Ngudi tieu dung khong chi doi hoi chdt lugng san pham phai tot ma gia ca phai phu hgp, do vay viec xay dung chien luge gia anh hudng manh d^n chien luge kinh doanh ciia doanh
nghiep. Lam th6 nao d% gia phu hgp ma van bao dam Igi nhuan ciia doanh nghiep. Theo
Philip Kotler cd mot so each xay dung gia: 1. Dat tien hon de cd chat lugng cao hon 2. Gia giiJ nguyen nhung chat lugng cao han 3. Giir nguyen chat lugng nhung gia re hon 4. Giam bdt tinh nang song gia lai re di nhieu 5. Chat lugng cao hon nhung gia thanh lai re han.
Budc thir bay: To chirc nhan su
Doanh nghiep can thanh lap bg phan, co the la mot phong dgc lap hoac g4n no vdi bg phan marketing, nhan sir ciia no nhieu hay it tuy thuoc quy mo ciia doanh nghiep. Bg phan nay phai dugc gan ket vdi cac bg phan chuyen mon khac trong doanh nghiep de co the nSm bit thong tin va xu ly kip thdi cac tinh huong khi xuat hien co hoi hoac co su co.
Budc thir tam: To chirc he thong djch vu
Bat cii* san pham, djch vu nao cung can cd he thong djch vu. He thong nay nho hay to, don gian hay quy mo phu thuoc vao quy mo cua doanh nghiep. He thong djch vu nay bao g6m: He thong ban le hay ban buon (dai ly), he thong cham soc khach hang, thai do djch vu va djch vu hau mai. Trong do dich vu hau mai mang tinh quyet djnh, vi trong xu the hang hoa da dang va nhieu nhu hien nay, chat lugng dich vu san pham tuong duang nhau, gia ca rdt canh tranh thi doanh nghiep cd thai do phuc vu tot hon va djch vu hau mai chu dao thi doanh nghiep dd se thanh cong.
.X.
Budc thir chin: Theo doi su phat trien va bao ve thuang hieu
Day la budc dam bao cho thuang hieu ben viing. Viec theo doi nhim dieu chinh cho thuang hieu di diing hudng, chong lai cac hanh vi canh tranh khong lanh manh va hanh vi xam pham phai dugc thuc hien hit sue nghiem ngat. Bg phan quan trj va phat trien thuong hieu phai xac dinh va xu ly cho dugc cac van de sau:
- Xac djnh thi hieu va thoi quen ciia ngudi tieu dung doi vdi san pham, djch vu ciia minh va cua cac doi thii canh tranh.
- Riit kinh nghiem ve each lam thuong hieu ciia doanh nghiep khac, dua ra phuang an ciia minh va can nhac van de tai chinh.
- Thdi diem can phai doi mdi san pham, doi mdi thuang hieu va thj trudng.
- Xac djnh dja ban (khu vuc) nao la dia ban thudng bi lam hang gia hoac tieu thu hang gia. - Xac djnh dan vj nao la dan vi co kha nang canh tranh vdi mat hang cung loai ciia minh. - Xac djnh thdi diem xuat hien hang xam pham.
- Cach thuc chong lai cac hanh vi canh tranh cua doi thii va each thiic chong lai cac hanh vi xam pham quyen xay ra.
CHirONG 2
THirC TRANG XAY DlTNG VA PH AT TRIEN THl/ONG HIEU TAI CONG TY TNHH NHA NlTOfC MOT THANH VIEN THONG N H A T
Mu6n xay dung va phat trien thuang hieu thanh cong d Cong ty TNHH Nha nude mot thanh vien Thong Nhat, ngudi xay dung phai phan tich, khai quat va co cai nhin tong quan tren tat ca cac yeu to moi trudng noi bg cung nhu xung quanh doanh nghiep, tu do dua ra nhijng nhan dinh, nhUng chien luge va cac giai phap huu hieu nhat cho Doanh nghiep.
2.1 Doi net ve Cong ty TNHH Nha nude mot thanh vien Thong Nhat
Cong ty TNHH Nha nude mot thanh vien Thong Nhat hien nay tien than la Xi nghiep xe dap Th6ng Nhat ra ddi ngay 30/6/1960 tai Ha Noi. Co the noi: trai qua gin 50 nam tu khi ra ddi, thuang hieu Thong Nhat da hinh thanh phat trien cung vdi nhiing dien bien thang tram ciia Ljch su Viet Nam.
Nam 1954 hai mien Nam - Bac Viet Nam bi chia cat, mien Bac dugc giai phong qua do di len Chii nghTa Xa hoi, mien Nam tiep tuc dau tranh chong de quoc My va tay sai, hai miln vdi hai nhiem vu khac nhau nhung co chung muc tieu: thong nhat dat nude. Trong bdi canh do, nam 1957 Tap doan Sai Gon da che thu thanh cong chiec xe dap hoan chinh d^u tien, mang y nghTa chfnh trj sau sac, the hien y chi sat son va mong mudn Nam - Bic mot nha: THONG N H A T .
Trai qua nhieu giai doan thu thach, khiing hoang, chia tach, sap nhap, nhat la trong thdi ky chuyen doi ca che tu ca che bao cap sang ca ch§ thj trudng, rdi lai phuc hoi, phat trien sau d6i mdi 1986, dac biet phat trien manh tu nhijng nam 2000, den thang 11 nam 2004 Uy ban
Nhan dan Thanh ph6 Ha Noi quy^t djnh sap nhap Cong ty Xe dap ViHa, Cong ty Xe dap - Xe may Dong Da vao Cong ty Xe dap - Xe may Thong Nhat; Viec sap nhap nay nang Cong ty len mot tam cao mdi, vdi nhirng thuan lgi va kho khan mdi nay sinh, song Cong ty khong chi tap trung thao gd kho khan ma khai thac toi da thuan lgi, thao go dan kho khan dua Cong ty vugt qua nhung thu thach gay go nhat. Co the noi, chua thdi ky nao xe dap Thong Nhat lai CO sue hap dan nhu bay gid: kieu dang, mau ma hien dai, da dang, mau sac dep hai hoa, da cong dung, gia ca hgp ly, chat lugng cao...Cac loai xe Thong Nhat, ViHa, TVD Click, xe dap 8X, 9X, xe Mountain, xe dap gap - Foldingbike, Xe dap dien, khung xe hgp kim nhom, hoac vat lieu dac biet... canh tranh vdi xe dap Trung Quoc, xe dap cac nude trong khu vuc, xuat khau sang Chau Au. Den thang 11 nam 2005, mot lan niJa Cong ty Xe may - Xe dap Thong Nhat lai dugc UBND TP Ha Noi ra quyet dinh chuyen doi thanh Cong ty TNHH Nha nude mot thanh vien Thong Nhat, chuan bj duang dau vdi nhijng kho khan, thach thiic va thanh cong mdi khi Viet Nam gia nhap WTO.
Trai qua ljch su truyen thong hang nua the ky, san pham ciia Cong ty TNHH Nha nude mot thanh vien Thong Nhat da dat dugc nhijng thanh tiru dang kich le mang tinh dot pha, dugc ghi dau bang hang loat giai thudng nhu: danh hieu Doanh nghiep xuat khau xuat sac, doanh nghiep xuat khau uy tin 03 nam lien (2004-2006); la mot trong so 115 doanh nghiep va thuang nhan dugc trao giai thudng "2006 Business Excellence Awards" do Uy ban Quoc gia ve Hgp tac kinh te quoc te phoi hgp vdi bao Thuang mai, thuang mai dien tu (E-Trade news) cung vdi 53 ca quan thuang vu Viet Nam tai cac nude, vung lanh tho xet chgn va trao tang; cac giai thudng khac nhu: Giai sao vang dat Viet; Clip vang ISO chia khoa hoi nhap; Danh hieu "Thuang hieu manh", dugc ngudi tieu dung binh chgn la "hang Viet Nam chit
lugng cao"; dugc tang thudng nhieu huy chuang vang trong cac ky hoi chg, trien lam trong nude va quoc te.
Trong chi§n tranh, xe dap Thong Nhat la thuang hieu dgc ton van phat trien manh, xuat hien h§u nhu d mgi liic, mgi nai: tham gia chien djch, co mat tir cac cuoc dieu hanh trgng the nhat din nhirng sinh hoat thudng nhat nhat ciia ngudi Viet, giiip con ngudi song va lam viec hieu qua hem, da vat va han... Chua cd loai xe dap nao nhu xe dap Thong Nhat nhijng nam do tham chi con dugc lam ho sa, cap bien kiem soat dang ky luu hanh giao thong nhu 6 to, xe may.
Ngay nay, Cong ty TNHH Nha nude mot thanh vien Thong Nhat da trd thanh mot Cong ty Idn vdi ba nha may true thuoc: Nha may xe may - xe dap Thong Nhat; Nha May xuat kh4u ViHa va Nha may phu tung Dong Da, moi nha may deu co nhijng ITnh vuc rieng, thanh cong rieng, song deu cd nhijng dong gop Idn lao trong sir nghiep phat trien mai nha chung: Cong ty TNHH Nha nude mot thanh vien Thong Nhat.
Bang nhijng no lire khong ngung ciia toan the doi ngu Can bg cong nhan vien va Ban lanh dao Cong ty, ba nha may dang ngay cang phat trien, hoan thien. Nha may xe may - xe dap Thong Nhat dugc sap xep, to chuc thanh mot he thdng dong bg lien hoan theo kieu "day chuyen nude chay" tir khau che tao khung, phu tung linh kien, den lap rap xe dap hoan chinh thanh pham. Nha may xuat khau ViHa dugc to chuc sap xep thanh he thong day chuyen
dong bg, chuyen san xuk cac mat hang noi that va kim khi tieu dung xuat kh§u; Nha may
phu tung Dong Da cung dugc to chuc thanh he thong day chuyen dong bg chuyen chi tao cac loai phu tung xe may, xe dap de vua cung cap cho noi bg Cong ty vua dap ung nhu c4u thj trudng trong nude va xuat khau.
Chi trong 02 nam gan day Cong ty da phat trien them han 60 mat hang mdi vdi chat lugng cao, kieu dang, mlu ma dep, rieng xe dap da co gan 100 loai, mau sic khac nhau phu hgp vdi tung thj trudng va thi hiiu ciia ngudi tieu dung; trong nhijng nam 2004 din 2006 Cong ty lien tuc dat miic tang trudng binh quan trin 22%/ nam, trong do rieng san pham xuat khau dat kim ngach tang hem 14 lan chiim gan 40% doanh thu ciia Cong ty nam 2006, Cong ty dang ngay cang dugc phat trien ca ve san lugng, chat lugng va chiing loai san pham, thuang hieu Thong Nhat da trd thanh thuang hieu manh co mat tren nhieu thj trudng co sue canh tranh cao tren the gidi.
Hoa trong xu hudng hoi nhap khu vuc va quoc te, dac biet khi Viet Nam da gia nhap WTO,
cac doanh nghiep trong nude dang dung trudc nhung ca hoi va thach thuc mdi. DQ chuan bj
sin sang cho tiin trinh phat trien tiep theo, Cong ty TNHH Nha nude mot thanh vien Thong Nhat da co nhijng budc chuan bj dau tu ve chiiu sau mdi trin nhieu mat: khoa hgc, cong nghe va thiet bi tien tien hien dai, ca viec dau tu md rong quy mo san xuat cung nhu md rong ve to chuc, dac biet la dau tu vi ca sd ha tang: Cong ty dang khan truang trien khai (du kiin se hoan thanh vao thang 6 nam 2008) hai du an dau tu xay dung nha may md rong san xuat tai Thanh Liet (Thanh Tri), trin dien tich 16.000m^ va Nha may d Cau Dien (Tu Liem) Ha Noi tren dien tich lO.OOOm^; ngoai ra Cong ty con liin doanh dau tu vdi Cong ty Thuang mai Hoa Binh hoat dong trong ITnh vuc thuang mai, kinh doanh bat dong san, van phong giao djch cho thue, trung tam sieu thi se khai truang va di vao hoat dong vao quy I nam 2008; Cong ty Lien doanh FER - Diic chuyin san xuat hang xuat khau (chii yeu la den xe dap, xe may), xuat khau sang thj trudng Chau Au.
Den nay, Thdng Nhat da trd thanh thuang hieu manh co uy tin, dugc ngudi tieu dung biet den khong chi qua Xe dap - Xe may ma con qua nhieu san pham da dang cd gia trj xu4t