- Khach hang la ngudi tieu dung: la ngudi mua cho minh, cho gia dinh hay cho doanh
2.8.1 Nhung ket qua da dat duac
Trai qua 50 nam qua trinh hinh thanh va phat trien vdi bao gian kho, Cong ty Thong Nhat da trd thanh thuang hieu manh vdi tdc do tang trudng cao; chi tinh nam 2004, Cong ty mdi dat
kim ngach xuat khku khoang 300.000 USD ma din man 2005 da tang len 3.000.000 USD,
nam 2006 da vugt qua muc 4 trieu USD, ba nam liin dugc Bg Thuang mai khen thudng vi xuat khau.
Do lien tuc ddi mdi cong nghe, ling dung khoa hgc ky thuat tien tien hien dai bac nhat thi gidi nh^m nang cao chat lugng mot each toan dien ca ve ky thuat va my thuat, thuong hieu dgc quyen Th6ng Nhat da dugc tang nhieu giai thudng cao quy; trd thanh Doanh nghiep
xu^t khau uy tin, xuat sac; Bk bao ve thuang hieu, Cong ty da dang ky ban quyen sd hiju
Logo, biiu tugng Cong ty. Thuang hieu Thdng Nhat da lun lai hinh anh trong trieu trieu ngudi, trong hang nghin ca quan, to chuc, doanh nghiep trong va ngoai nude.
Co thi danh gia thuc trang viec xay dung va phat trien thuong hieu d Cong ty Thong Nhat vdi nhirng kit qua dat dugc va chua dugc qua ba khia canh:
Mot la: Diing trin goc do la khach hang de lam can cu danh gia. Thu hai la: Dua vao cac dac tinh ciia thuang hieu.
Thu ba la: Dua vao quy trinh hay cac budc thuc hien xay dung va phat triin thuang hieu.
2.8.LI Xet d gdc do la khach hang
Niu dat ban than vao goc do la mot khach hang, thuang hieu se dugc nhan biet qua hinh anh va cam nhan vi Cong ty hay san pham ciia Cong ty. Bang hinh anh va sir cam nhan, nhijng gi Cong ty Thong Nhat mang din cho khach hang tuy chua that noi bat song ciing co nhirng diim khac biet rat Idn.
Co the thay dieu do qua nhijng net dac tinh rieng ciia thuang hieu Thdng Nhat tu Ten thuong hieu (Thong Nhat la hien than cho mot dong san pham ciia Doanh nghiep nha nude, tuy mang tinh truyin thdng nhung khong tri tri, khong bao thii, bao cap... ban the day la thuong hieu khong ngung hgc hoi, khong ngung cai tiin mau ma, ky thuat tren ca sd ki thua va phat triin truyen thdng co sin tao ra net mdi, net rieng ciia dong san pham duong dai).
San pham mang thuong hieu Thdng Nhat nay dugc cai tiin mlu ma khdng nhijng dep ma con bin, gia noi nhung ch4t lugng khdng thua kem hang ngoai, san phim mang tinh dgc
2.8.1.2 Nhin d goc do dac tinh cua thuang hieu
Thuang hieu nhu mot san pham. NghTa la thuang hieu dugc gin liin vdi cac san pham nhat djnh cua Cong ty, san pham do lai dugc gan vdi chat lugng, gia trj va gia ca hay dia ly.
d goc do nay, san pham ciia Cdng ty Thdng Nhat da dugc gan vdi thuang hieu la San pham
xe dap - xe may va phu tung, nghTa la noi din Thong Nhat ngudi ta hiiu ngay la Cdng ty xe dap - xe may (Thdng Nhat; Dong Da); con nhac den san pham xuit khiu ciia Cdng ty Thdng Nhat ngudi ta hieu do la san pham trang tri ndi, ngoai thit ciia Nha may xuit khau ViHa - Nha may thuoc Cdng ty TNHH Nha nude mot thanh viin Thdng Nhat.
Thuang hieu nhu mot to chuc. Vdi dac tinh nay co thi hiiu la thuang hieu gan vdi sir ddi mdi, cu thi la nhijng tinh nang dan dau ve chat lugng hay tinh chuyen nghiep. Co the thay dieu do d Cdng ty Thdng Nhat qua hinh anh nhijng dai ly phan phoi, hi thdng kinh djch vu nhanh chong, hieu qua trin quy md Idn, cdng vdi md hinh quan ly chuyin nghiep la nhijng an tugng thanh cdng nhat Cdng ty Thdng Nhat da ghi lai dugc trong tri nhd ciia khach hang dugc phuc vu.
Thuang hieu nhu mot con ngudi. Day la hinh anh rat ggi tri tudng tugng, ciing gidng nhu moi ngudi deu cd ca tinh riing, thuang hieu cung dugc danh gia nhu vay. Mdi thuang hieu can phai xay dung cho minh mot ban sac rieng va khach hang cd the dua vao do nhan ra thuong hiiu. Thuong hiiu Thdng Nhat da dugc khach hang cam nhan vdi ca tinh la san pham truyen thdng nhung nhay ben va hien dai. Nhu vay Thdng Nhat gidng nhu mot ngudi ludn theo kip va cd kha nang du bao thdi cuoc.
Thuang hieu nhu la bieu tuang. Doanh nghiep dugc coi la thanh cdng khi xay dung dugc biiu tugng dac trung cho minh vdi nhijng net dgc dao riing, dem lai hieu qua tuc thi: nhin thay bieu tugng la nhd din Cdng ty. Do do van de xay dung bieu tugng ludn dugc Cdng ty
TNHH Nha nude mot thanh vien Thdng Nhat rat coi trgng, dac biet la nhijng nam gan day... Khach hang von da quen thuoc vdi Logo Cdng ty Thdng Nhat vdi chii* "tn" (Thdng Nhat) ben trong qua dja cau vdi cac miii thdi gian tren nin mau xanh nude bien; Logo dd cung dat dugc nhijng y nghTa nhat djnh va theo quan niem trudc kia thich cau ky thi dugc coi la dep nhung d thdi diim nay da khdng cdn phii hgp bdi trong vao qua rac rdi, rudm ra khdng khoang dat, khdng dam bao yeu cau "de nhd", chua thuc sir "de nhan biit" va cung chua dat yiu cau "ggi cam" mot thuang hieu can co.
Nhan ro tam quan trgng ciia viec xay dung biiu tugng Cdng ty dac biet la cho muc tieu xay dung va phat triin thuong hieu, Lanh dao Cdng ty da co y tudng tu thiit ki Logo mdi. Den thang 02/2007, Ban Giam ddc Cdng ty da phi duyet va chinh thuc dang ky vdi Cue Sd hiju tri tue Viet Nam xac lap quyin sd huu Logo mdi:
Ngudi ta se bat gap an tugng dau tien la mot hinh trdn mau dd bat dau va kit thiic bang mot net lien tao thanh hai chu" "tn" thdng sudt liin hoan tua nhu banh xe dap quay mai quay mai khdng ngung; dat can ddi d dudi hinh trdn dd la chu "ThongNhat" mau xanh Cuu Long vdi chu "g" mau dd each dieu but pha khdi nhung khudn khd "truyen thdng" (chir "g" theo nghTa Viet Nam d day la sir giau cd, phat dat, theo tieng Anh la "good" (nghTa la tot)); Mau dd tugng trung cho mau cd Td qudc, thi hien khat khao cdng hien ciia toan thi can bd cdng nhan vien Cdng ty Thong Nhat, cung la mau ggi sir kich thich, dam me ciia tuoi tre; cung vdi mau dd, mau xanh Ciru Long tugng trung cho hoa binh the hien niem by vgng phat triin va mong mudn hgp tac vdi tit ca cac ban hang trong nude va quoc te; ten cdng ty "Thong Nhat" d day dugc viit tit la "tn". Chir "t" dugc thiet ke gin gidng vdi "so 1" the hien khat khao vuan len. Ngoai ra niu di y ta se thay logo dugc each dieu thanh mot hinh mat cudi, ggi sir than thien. Ro rang day la mot logo mang nhiiu y nghTa, dan gian, de ggi su td mo, thich thii
va Cling rit de nhd. Logo nay se giiip cho thuong hiiu Thdng Nhit d% di vao tam tri khach
hang han; Logo nay thay thi cho Logo cu se phu hgp han trong xu thi hoi nhap: THONG THOANG & HIEN DAI (phu luc 01 - trang 97)