Thie't ke' bao bl cho san phifm
1.6.3.2Chie'n lliQ'c phan pho'i san pham
Ho~t d(>n phan phO'i lien quan de'n vi~c di~u hanh, v~n chuy€n san ph§'m til' nha san xua't de'n khac hang tieu thl;l. Ho~t d(>ng phan phO'i h6 trq cho chie'n luqc san phffm theo each sau:
• Giup cong ty thl;l'c hi~c nhfi'ng y tu'dng cua chie'n luqc san ph§'m thong qua ho~t d(>ng phan ph6i
Kenh phan ph6i dong vai tro then ch6t trong vi~c cung ca'p dich V\1 cho khach hang • Giup san phffm cua cong ty san sang c6 m~t tren thi tru'ong dung lt1c dung no~
theo yeu cffu cua khach hang
Khi san ph£m du'<Jc san xua't xong va chu£n bi tung ra thi tru'ong , va'n d~ rna cong ty quan tam Ia xac dinh phuong phap d~ du'a san phffm de'n tay khach hang tieu thl;l.
M()t trong nhfi'ng ye'u t6 giup chie'n lu'qc san phim dc;tt hi<$u qua cao khi chung du'qc dua ra Iqp thoi, ban theo nhfi'ng kenh phan ph6i phil hqp.
• Gia tang kha nang cc;tnh tranh ciia san phim qua hoc;tt d<)ng phan ph6i
Ne'u cong ty h!a ch9n hlnh thuc san xua't trong nu'oc va xua't khiu ra nu'oc ngoai, cong ty c6 th€ sii' dt,mg kenh phan ph6i tn,tc tie'p ho<ltc gian tie'p nhu' hlnh 1.2 Trong tru'ong hqp cong ty xua't khiu gian tie'p, h9 c6 th€ ky ke't h<;1p d6ng xua't khiu voi m<)t hay nhi~u t6 chile d<)c l~p ben ngoai lam trung gian xua't khiu, cac t6 chile nay t6n tc;ti duoi nhi~u hlnh thuc khac nhau: nha xua't khiu, cong ty thu'dng mc;ti, hang moi gioi... Ne'u cong ty du mc;tnh, h9 c6 th€ ch9n hlnh thuc xua't khiu tn,tc tie'p: c6 b<)ph~n xua't khiu ben trong doanh nghi<$p va chiu trac nhi<$m xii' ly tn,tc tie'p voi thi tntong nu'oc ngoai duoi nhi~u hlnh thuc khac nhau nhu' van phong dc;ti di<$n, dc;ti ly ciia cong ty ...
Bang 1.2: Kenh phan phO'i san phdm cua doanh nghi~p
t_
Ddn d~t
hang
m!).ng, thu
goi trlfc tie'p
NHA sAN XU"' T HANG TIED DUN~---..
1 Dl- ~~ ~-h~· 0:, _iep
Cong ty thu'dng m~i Cong ty uy thac
Ban si Phan ph6i tn;rc tie'p Ban 16 Van ohcmg dai dien
KRACH HANG TIED DUNG
1.6.3.3 Ho~t d()ng chieu thj : Chieu thi du'Qc hi€u la vi<$c ph6i h<;1p tri€n khai cac ph6i thuc truy~n thong, t~n dt,mg t6i da ngu6n h,tc ciia cong ty nh~m tc;to slf dap ling
Hoc,tt d()ng chieu thi c6 th~ thlfc hi~n m()t s6 vai tro sau:
• Dam nhi~m chuc nang truy~n thong cho khach hang v~ san phffm va hoc,tt d()ng cua cong ty
• Thuye't ph1,1c, khuye'n khich khach hang stl' d1,1ng san phffm
• H6 tr<;J cho vi~c xay dlfng thu'ong hi~u mc,tnh
f)~ tie'n hanh cac hoc,tt d()ng truy~n thong, cong ty sll' dl,lng cac ph6i thuc sau:
Quang cao: La hlnh thuc truy~n thong dc,ti chung rna cong ty phai tra ti~n d~ thong tin va thuye't phl,IC khach hang V~ san phffm, V~ cong ty.
Khuye'n m~i: La nhfi'ng kich thich ngil:n hc,tn nham khuye'n khich vi~c tieu th1,1 san phffm. Hoc,tt d()ng khuye'n mc,ti c6 the' phan thanh hai loc,ti: khuye'n mc,ti hu'ong toi khach hang sll' dl,lng va khuye'n mc,ti thu'ong mc,ti nhil:m vao cac trung gian marketing nhu' cac nha phan ph6i si, le, cac nhan vien ban hang cua cong ty
Tuyen truy~n, giao te': Nhfi'ng hoc,tt d()ng nham t~n d1,1ng cac phu'ong ti~n truy~n
thong d~ thong tin san phffm va cong ty, xay dlfng hlnh anh t6t dyp cua san phffm va cong ty d6i voi cong chung
Chao ban hang: Hoc,tt d()ng tie'p xuc mang tinh cha't trlfc tie'p gifi'a ngu'oi mua va
ngu'oi ban d~ thong tin, giOi thi~u san phffm (adsbygoogle = window.adsbygoogle || []).push({});
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