1. M U Ti liu ny c bin son da trn kt qu kho st tnh hnh ng dng Thng mi in t ca cc doanh nghip ti TP.HCM. Cuc kho st c tin hnh trn 375 doanh nghip vo thng 12/2005. Cng trnh ny nm trong khun kh Chng trnh Pht trin Thng mi in t ca TP.HCM do S Thng mi ch tr nhm gip doanh nghip nng cao kh nng cnh tranh trong giai on hi nhp kinh t quc t. Ni dung v kt cu ca ti liu c la chn da theo tnh hnh ng dng Thng mi in t m cuc kho st tm hiu c. Cc vn c nu l nhng kha cnh c cc doanh nghip rt quan tm. Chng ti mong rng cc ni dung s gip gii p cc cu hi m doanh nghip thng gp trong qu trnh trin khai ng dng Thng mi in t. Song song vi ti liu ny l bn kt qu kho st v tp cm nang hng dn thc hnh Thng mi in t cho doanh nghip. Mt b ti liu dng hng dn cho gio vin v chuyn gia tham gia tp hun cho doanh nghip v Thng mi in t cng c son tho. Bn quyn cc ti liu ny thuc s hu ca S Thng mi TP.HCM. y l ln u tin pht hnh cc tp ti liu ny. Chng ti mong nhn c kin ng gp ca qu doanh nghip v qu c gi c th b sung, lm cho tp ti liu ngy cng tr nn phong ph v hu ch trong cc ln ti bn sau. a ch lin h: Phng Xc Tin Thng mi S THNG MI TP.HCM 59-61 L T Trng, P.Bn Ngh, Qun 1, TP.HCM Tel: +(84.8) 823-8137, 829-2991 Fax: +(84.8) 822-4536 Email: trade@hochiminhcity.gov.vn3

2. Chng 1 THAM GIA TRC TUYN 1- Nh cung cp dch v Internet (Internet Service Provider ISP) Nh cung cp dch v Internet (ISP) cung ng cc iu kin gip khch hng tip cn cc dch v trn Internet. H c h thng my ch kt ni trc tip vo Internet thng qua cc kt ni tc nhanh. H thng my tnh ca mt ISP thng khng c c s d liu hay tp tin lu tr trn my ca h ngoi tr chng ng vai tr lin kt vo Internet. Bn c th ng k vi mt ISP no bng cch in vo cc biu mu h s m h qui nh, cng c th trc tip kt ni lin tin (nh trng hp dch v VNN1269) bng cch g vo cc User: VNN1269, Password: VNN1269. Mt khi bn kt ni vo Internet, my ch ca nh cung cp s t ng m thi gian m bn s dng dch v ca h. Vo cui thng, chi ph truy cp Internet ca bn s c ghi chung vo ho n tin in thoi. Bn tin hnh thanh ton thng thng nh thanh ton tin in thoi. Mt s nh cung cp dch v Internet ti Vit Nam 1 Tn cng ty Cng ty phn mm v truyn thng VASC Bu in Thnh ph H ni Cng ty FPT Bu in TP.HCM Bu in Khnh ha Signnet Viettel 0F0F0Fa ch Web http://www.vnn.vn http://www.hnpt.vnn.vn/ http://www.fpt.vn/ http://www.hcmpt.vnn.vn/ http://teltic.vnn.vn/ http://www.saigonnet.vn/ http://www.viettel.vn/Bn cng c th yu cu ISP cung cp cho bn mt trng mc th in t (email) vi mt dung lng hp th theo yu cu. Nh , bn c th s dng email giao dch v tip nhn th t nhng ngi khc.CHN NH CUNG CP DCH V INTERNET (ISP) Bn ang tm mt ISP nhng khng bit cch tm hiu hoc nh gi ISP no l tt cho bn? Di y l cm nang nhng g cn bit khi chn la ISP. A.Mc ph . 1. C tnh ph ng k ti khon hay khng? 2. ISP c cung cp cc ti khon c nh? Ti khon ny bao gm bao nhiu gi mi tun hay mi thng?1Tham kho dch v kt ni Internet ti phn Ph lc.4 3. 3. ISP c dch v tnh cc truy cp ca ti khon khng? Nhiu ISP s a ra mc thu bao thng r, nhng li tnh ph thi gian truy cp nht nh. Loi ti khon tnh ph ny c li cho bn nu bn khng s dng nhiu thi gian online, nhng nu bn nh ln mng nhiu th mt ti khon thu bao c nh s r hn vi bn. 4. Chuyn t thu bao tnh cc sang thu bao c nh, hay ngc li th phc tp ra sao? 5. ISP s tnh cc ph thm trong thi gian cao im hay l khng? 6. Chi ph hng thng l bao nhiu tin cho mt ti khon thu bao ph hp vi cch s dng ring ca bn? 7. C cho dng th ti khon khng? 8. Nu c, hy dng th mt ti khon v th nghim ISP trc, xem n c hp vi nhu cu ca bn hay khng. 9. Nhng loi chi ph ph no m bn c th phi i mt? B. Dy in thoi 1. ISP c cung cp s in thoi c nh trong khu vc ca bn hay khng? 2. S in thoi bn trong khu vc ca bn c h tr tc modem khng? 3. T l ngi ng k n modem l bao nhiu? C kh nng bn s nhn c tn hiu bn? Nu bn, s mt bao lu kt ni trong gi cao im ca ngy? ISP khng phi lc no cng cng b thng tin ny, v n cng thng xuyn thay i. Khi ISP nhn thm nhng ngi dng mi th khng phi lc no n cng nng cp thit b ca h. Bn nn t kim tra iu ny. Hy th dial-up vo s in thoi m mnh dng truy cp Internet, trong gi cao im (thng l bui ti ca ngy u tun) v s nhn ra kt ni s kh khn ra sao 4. Tt c nhng modem ca ISP cung cp u l 56K, hay l mt s modem c hn vn cn c s dng phc v? Mc d nh cung cp ni rng n c dch v 56K, nhng g bn nhn c c th thay i - c bit trong gi cao im - khi c nhng modem chm hn c y vo mng. Mt ln na, hy chn dng th mt thi gian v kim tra vic ny trong gi cao im. Khi phn mm ca bn bt u mt kt ni, n s cho bn bit tc kt ni ca bn. Nhiu lc c th di 28.8K, d cho bn s hu modem 56K v nh cung cp cam oan s h tr 56K5 4. 5. Khi c rc ri vi ng truyn m bn ang s dng, liu c mt ng truyn thay th trong khu vc ca bn hay khng? Thit b modem trng nh th no? 6. C hay khng s in thoi m bn c th truy cp n m vng khc? Nu bn thng i cng tc xa v mun ng nhp ti khon ca mnh, bn c th tm mt ISP c s 800 hoc nh cung cp m c nhng s in thoi c th truy cp hu ht mi ni m bn mun n. Mt chn la khc l e-mail trn mng. Kim tra nh cung cp xem h c cho php bn kt ni thng qua trnh duyt web khi bn ng nhp hay khng. Nu ISP khng h tr la chn ny, c kh nng s tnh cc ph ng di 7. Nu ng truyn nghn lin tc, liu ISP s ngng nhn thm ngi s dng cho n khi modem mi c a vo cc ng truyn? Nu bn mun ISDN (tc ti a 128K) hoc DSL (ti a 1M), hoc bn mun nng cp lin th phi hi xem ISP c h tr chuyn ny khng. ISP cung cp loi bo mt no cho nhng kt ni 24/7 (ISDN hoc DSL) Nhng kt ni lun m (always-on connection) rt d b tn cng ging nh h thng my tnh ca doanh nghip, c bit l khi bn c a ch IP c nh, khng thay i. Thng th bn phi tr thm chi ph to lp mt tng la ring chng hacker. Mc d vy, mt s ISP cn cung cp cc gii php trao tay dnh cho cc kt ni lun m ny. 8. Loi thit b no cn dng truy cp DSL? Nhiu ISP ch mun h tr mt loi modem DSL duy nht. Mt s ISP cn tng modem min ph nu bn ng k vi h. Tuy nhin, vn phi kim tra mi chi tit. Mt s nh cung cp loi ny li tnh ph hng thng nhiu hn mt cht, b vo modem min ph tng. Sau mt nm s dng, c th bn tr ph s dng cao hn. Vy l bn ch nhn c mc ph truy cp cao hn m thi. Cch tt nht l chn la nh cung cp c thit b tiu chun bn d dng thay i nh cung cp nu thy cn. C. Cc loi ti khon s dng 1. Bn s c a ch IP c nh hay ng? IP c nh t hn bao nhiu? a ch IP ng thng th s dng kh hn trong cc phn mm Internet ca bn, v nu bn mun ng k tn min ring cho mnh th bn phi c a ch IP c nh. IP c nh cng quan trng i vi nhng ngi lm vic xa khi cn truy cp xuyn qua cc firewall ca doanh nghip. Cc firewalls c th mt vi s IP lt qua trong khi vn chn tt c IP khc.6 5. 2. Liu bn c th chn tn ng nhp hay l n c t ng p t? ISP c cung cp dch v tn min hay khng? Vn quan trng l bn mun ng k mt ci tn c th cho my tnh ca mnh. N cng quan trng i vi cc doanh nghip. D vy, vn c mt s ngi thch c tn min cho my tnh ti nh ca h. 3. a ch trang web ca bn s nh th no, khi bn lm xong? Liu n c di dng v phc tp? Li ch ca mt tn min ring l n gip bn n gin ha a ch URL ca trang web. Thng th cc ISP s bt buc bn phi c URL di v phc tp khi m bn khng c tn min ring cho mnh. D. Phn mm 1. ISP c cung cp phn mm kt ni? Nu c, phn mm c tnh ph khng? Hu ht ISP s cho ngi dng phn mm ny. Nhng hy xem r trc khi k hp ng. 2. ISP c cung cp phn mm cho cc loi my tnh c bit hoc my tnh vn hnh? 3. Phn mm c d nh dng cu hnh? 4. ISP c hng dn bn cch x l ci t phn mm nu bn gp kh? 5. Nu bn c nhiu ti khon, bn c th s dng cng mt phn mm quay s (dial-up) vo cc ISP khc nhau? 6. ISP c phn mm c quyn cho Internet? Mt s ISP yu cu bn phi s dng phn mm c quyn ca h thay v bt k phn mm no khc. Vic ny c bit rc ri khi cc ISP bt buc bn phi s dng mt trnh duyt duy nht, v d nh Internet Explorer. Bi c nhiu trang web hot ng tt hn trong Netscape hoc Opera. 7. S dng phn mm ca ISP c kh khng? ISP gi mail cho bn hay bn phi t ti xung (download)? E. Dch v 1. Cc ISP h tr k thut vo lc no? Liu h c h tr k thut sut m hoc vo ngy cui tun?7 6. 2. ISP c ng dy nng h tr min ph hay bn phi gi in ng di nh gip ? 3. Gi c cho b phn k thut ca ISP c kh khng? Khi gi in, c thng xuyn bn my hay phi gc my ch? Cn t mnh kim tra: gi vo ng dy h tr k thut ca ISP v xem kh khn th no kt ni lin lc bng in thoi. 4. Nhn lc ca b phn h tr k thut c ng khng? 5. ISP c cung cp trang web h tr trn mng? Liu n c hu ch hay l qu k thut? Chc chn phi hi r chuyn ny, v kim tra trang web h tr, nu cn thit, m bo mnh c th kim ra trang web khi cn, v trang web hu dng. F. tin cy v cht lng 1. ISP c thng xuyn b rt mng? Nu c, mt bao lu sa cha? Mt s ISP khng ng tin cy v thng rt mng hoc c vn v e-mail. Hy chc chn ISP ca bn c th sa cha s c ngay lp tc khi c sai st. 2. Liu ISP c h thng phng b gip m bo dch v? 3. Liu ISP s chp nhn nhng tin nhn e-mail dung lng ln hay l h ct ra thnh tng di nht nh? Vi cc ti liu gn km th iu ny c bit quan trng. Hy kim tra xem kch thc ti a ca tin nhn e-mail l bao nhiu megabyte (MB). Mt s ISP gii hn tin nhn di 20MB; mt s khc cho php dung lng ti liu nh km ln n 20MB. Nu ISP ch cho php kch thc d liu nh, hy chc chn n c sn dch v FTP bn c th chuyn ti d liu c ln qua li gia khch hng, bn b. ISP c cung cp s la chn nhm tho lun USENET? Mt s ISP s cung cp nhiu nhm tho lut Usenet hn mt s ISP khc, v bn c th thy h khng cho bn bit nhm tho lun m bn mun truy cp vo. 4. N lu gi cc bi vit trong bao lu? Thi gian m mt ISP lu gi bi vit ca nhm tho lun th rt a dng. i vi mt s ISP no , thi gian ch l mt ngy mt s khc th c th nhiu thng. i vi hu ht mi ngi th khong thi gian lu tr t hn 2 tun l qu ngn.8 7. 5. ISP c kt ni kh nhanh hay khng? Bn s b ko di thi gian khi kt ni khng? ISP kt ni vo Internet nh th no? Mt s ISP c kt ni Internet chm, bn s cm nhn s chm chp khi modem khng chuyn ti ni d liu. Khi tm hiu cch thc ISP kt ni vo Internet, cn nh rng kt ni T3 l tt nht, T1 l mc ti thiu chp nhn c. Nhng thm ch mt kt ni tt c th b chm v s dng qu nhiu, v th, thng tin c th khng phn nh ng tc kt ni. i vi ISP ca bn, trng hp tt nht l phi c nhiu kt ni khc nhau vo Internet. Bng cch , nu mt kt ni khng thc hin c, n s lp tc thay th bng kt ni d phng.G. Sn phm c bit 1. ISP c cung cp dch v bo mt ging nh dch v SSL (Secure Sockers Layer) cho cc giao dch mua bn trn mng? Mt s ISP cung cp cc phn mm c bit cho php bn to lp mt gian hng trc tuyn (online) trn website c nhn. Nu ISP cho php th cn kim tra xem n c nm trong k hoch bo tr (hosting) ca bn khng, hay l c tnh ph thm. 2. ISP c cung cp cc dch v c bit m ISP khc khng c? Kim tra vic ny rt cn thit, v nhiu lc cc dch v m ISP cung cp c th rt hu ch nhng i lc ISP tnh ph nhiu cho dch v m bn khng h s dng. 3. Liu ISP s a tn bn vo danh sch email hoc vo cc i l thng mi? Mt s ISP s lm vic ny. Cn chc chn ISP ca bn khng lm vic ny m khng c kin cho php ca bn. Bn c th thy tn bn trong hng trm danh sch spam khi bn chn nhm ISP. Khi bn c yu cu c bit mun ISP a tn bn vo dch v th qung co hoc cung cp FTP nc danh cho mt s d liu ca bn th nn hi r v chng. Cng cn chc chn h cho bn bit ISP p ng yu cu ca bn hay khng, v gi c bao nhiu. Hy thng lng, nu ISP khng cung cp chc nng FTP, cng vi mt k hoch lu tr web, v d, c c may mt s ISP s lm vic ny.2- Bn cn nhng g tham gia trc tuyn?9 8. La chn modem Modem l thit b nh hng n tc truy cp Internet ca bn. Modem lm nhim v chuyn d liu t my tnh thnh cc tn hiu m thanh ri truyn i trn ng in thoi. N lm iu ngc li khi tip nhn thng tin. Cc tiu chun modem Tc ti a m modem c th chuyn d liu c dng phn loi chng. Nhng modem c k hiu V km theo l s l loi c th nn d liu v sa li. C th tham kho cc loi sau: V32: 9600 bps. Tiu chun kh c, thng l khng cn ph hp vi yu cu truy cp Internet ngy nay. V32bis: 14400 bps. C th dng kh thng xuyn duyt web nhng nu cn ti nhiu d liu, tc ca modem s b chm ng k. V34: 28800 bps. Tc kh V42: mt tiu chun cho thy modem c th pht hin li trong d liu V42bis: modem c th nn d liu V90: c th chuyn ti nhanh d liu n 56000 bps (56K) X2: kiu mi do Robotic pht trin c th truyn d liu n 56Kbps K56flex: mu mi do Hayes, Pace v mt s nh sn xut khc ch to c th t tc 56Kbps ISDN Nu bn mun s dng Internet nhiu hay bn mun cho cng lc nhiu ngi trong doanh nghip cng kt ni vo Internet, bn nn thay modem bng ISDN adapter. ISDN (Integrated Services Digital Network) l mt dch v cho php tng nhanh tc truyn d liu t 2-4 ln tc ca mt modem thng thng nhng li khng tn nhiu chi ph nh mt ng thu bao. ADSL L loi cng ngh hin ang ph bin mnh nht hin nay trn th trng dnh cho c doanh nghip v h gia nh. Gi thu bao c th x dch t vi trm ngn ng n khong 2 triu ng/thng ty theo gi dch v yu cu. Tn hiu ADSL c th c truyn n ni s dng bng ng dy in thoi, hay tuyn cp ring. Nh cung cp dch v thng s tin hnh cc thao tc lp t cn thit. Dch v truy nhp Internet tc cao Vit Nam chnh thc hot ng vo gia nm 2003, ti thi im mi ch c 3 ISP cung cp vi tng s 183 thu bao. Tnh n thng 01 nm 2006 c 5 ISP cung cp dch v v t trn 227.000 thu bao, tng thu bao Internet ADSL nm 2005 tng so vi nm 2004 gn 300%. Thu bao ADSL tng nhanh, mt phn do chnh sch h tr pht trin Internet ca Nh nc ph hp, gi c cnh tranh, cht lng ng truyn dch v c ci thin ng k v cng gp mt nhiu loi hnh dch v10 9. gia tng trn Internet. Nhiu thu bao gin tip dial up chuyn sang s dng thu bao ADSL v y cng l s pht trin tt yu ca loi hnh thu bao Internet bng thng rng. Ti thi im ny, dch v bng thng rng c ti hu ht cc tnh thnh trong c nc. Trong VNPT l ISP c th phn ADSL ln nht, cng vi FPT v Viettel, 3 ISP ny chim ti 98% th trng. Cn li 2% l thu bao do EVN Telecom, Netnam v SPT cung cp. Bn cnh s lng knh leased line qui chun ra 64Kbps do cc ISP cung cp cng t gn 8.800 thu bao. Theo d bo, trong nhng nm tip theo tc pht trin loi hnh thu bao ny s cn tip tc pht trin. (Theo VNNIC) ( 1/3/2006 ) S kt ni Internet thng qua cng TPHCM ( theo VNNIC )ng truyn thu bao (lease line) ng truyn thu bao cho php bn kt ni my ch ca mnh vo Internet m nh khch hng c th truy cp thng tin ca bn nh xem catalog sn phm, duyt web dng ng truyn thu bao, bn cn n b nh tuyn (router) thay v modem hay ISDN adapter. B nh tuyn lm nhim v m bo cho thng tin trn my ch c nh dng ng v ghi ng a ch trc khi c truyn i trn Internet.11 10. 3- Nghn mch v thi gian ti d liu C nhiu yu t nh hng n ti thi gian truyn mt tp tin trn Internet n my ca bn. Internet lun c s chm tr ring ca n. Nu c nhiu ngi ti cng mt file xung my ca h th c th gy ra s chm tr. Nu tp tin lu tr trn mt my tnh chy chm, n c th lm cho thi gian ti tp tin qua Internet b chm. Cui cng nu tp tin nm trn 1 my ch t mt nc khc, thi gian chm tr c th do tc kt ni gia ISP nc vi nc n. Trung bnh mt tp tin c dung lng 1Mb th cn t 10-20 pht ti xung my nu dung modem tc 33.6Kbps nhng ch cn t 7-15 pht nu ti qua modem c tc 56Kbps. Cng i khi bn ti mt tp tin c lu tr t mt my tnh c tc nhanh qua Internet ch trong tc tc.12 11. Chng 2S DNG TH IN T (Email) Th in t lm tng nng sut lao ng, tng cng giao tip v gim chi ph. Mt khi bn bt u s dng Internet, bn nn suy ngh cch khai thc th in t. Th in t cho php bn gi thng tin cho mt ngi. Bn c th gi in cho 1 ngi v gi li hi thm. Nhng bn c th gi rt nhiu thng ip bng th in t n rt nhiu ngi vi chi ph ca mt cuc in thoi ni ht. Mt email cho php ta gi km theo cc tp tin. Nh vy, email cng l knh truyn ti thng tin. Trong Outlook Express ca Microsoft Windows, bn c th dn mt ni dung thng ip c sn vo trong ca s email m bn ang vit. Bn cng c th nh km cc file v m thanh v hnh nh. Email cn l cng c hu ch tip nhn kin phn hi t khch hng. Bn c th chn chc nng bo co khi gi email (v d trn trn ca s son tho email ca Outlook Express: g Tool >Request Read Receipt) cho php bn nhn bit email ca bn c tip nhn cha, thi im (gi, ngy thng) m ngi nhn tip nhn email ca bn. Bn cng c th chn mt s qui tc (rules) hp th ca bn t ng gi th tr li khi nhn c th t bn ngoi hay chuyn tip (forward) cho mt ngi khc trong thi gian bn i vng. 1- a ch email Khi s dng email, bn cn ng k mt a ch. Chng hn: minhnv@hcm.vnn.vn. Phn pha bn phi ca k t @ l tn min ca my ch. Trng hp ny l my ch ca Cng ty Truyn thng v D liu Vietnam VDC. Khi bn ng k dch v Internet vi cng ty, bn s c cp mt email v mt hp th trn my ch ny. C nhiu khch hng lm nh vy. Do , bn s thy c rt nhiu email c phn ui ny ging nh phn ui ca email ca bn. Nu bn c tn min ring v cng c my ch, bn c th nh nhn vin k thut to cho mnh email vi nhng a ch m bn mun da theo tn min . V d tn min ca bn l abc.com.vn. Lc bn c th yu cu t a ch email ca bn l minhnv@abc.com.vn . Phn bn tri k t @ chnh l tn ca ngi s dng. Bn c th chn t no cng c nhng tt nht l nhng t m bn c th nh d dng. Nhng doanh nghip mun duy tr s xut hin trc cng chng gy c n tng v tnh chuyn nghip nn cn nhc u t mua tn min s dng cho nhu cu web v email ca mnh. a ch website (s c cp trong cc phn sau) v email l nhng thng tin ghi trn danh thip hay cc n phm m bn s dng giao dch hng ngy vi khch hng.13 12. gi email cho mt ngi no , bn cn c a ch email ca h nh nhng g bn c. Du hiu rt c trng ca a ch email l chng lun c k t @ (c l at trong ting Anh, hay a cng theo cch gi thng thng ca chng ta). 2- Gi email C hai cch s dng chng trnh email trc tuyn (online) v phi trc tuyn (offline). S khc bit ca hai hnh thc ny ch ra rng vo thi im bn g thng ip email, my ca bn ang kt ni hay khng c kt ni vi Internet. Chng hn nu bn cn hon tt nhiu email trc khi gi, bn c th vit tun t cc email m khng cn kt ni vo Internet. Sau khi hon tt, bn bt u kt ni vo Internet v gi cc email i mt ln. Cch thc ny c th gip cho bn gim chi ph kt ni Internet m vn s dng c cc chc nng ca email nh bnh thng. Ngy nay, dch v ADSL kh ph bin v nhiu doanh nghip cng duy tr kt ni Internet thng trc nn nu bn ang lm vic ti vn phng ca cng ty th khng cn phi dng email phi trc tuyn. Nu bn phi thng xuyn di chuyn v cn gi email nhng lc ang cng tc xa vn phng, phng tin truyn thng ca bn c th l ng dy in thoi ca khch sn ni bn lu tr trong thi gian cng tc v chic my tnh xch tay, s dng email phi trc tuyn l cch m bn nn lm gim bt chi ph kt ni Internet khng cn thit. 3- Nhn email Th in t trc khi n vi bn s c lu tr my ch ni c gi trng mc email ca bn. Khi bn kt ni vo my ch v bt u ti email v th lc chng s v hp th (inbox) trn my tnh ca bn. Trn Outlook Epress chng hn, bn c th to ra nhiu th mc theo cc phn loi a ch ngi gi khc nhau d qun l v truy lc khi cn thit. Bn cng c th ci cc chc nng nh cho php cc email ang quan tm t ng vo mt hoc vi th mc ring no m bn mun. 4- Tiu chun email C nhiu tiu chun c s dng gi email trn Internet, trong hai tiu chun ph bin nht l POP3 v SMTP. C hai h thng c s dng chuyn email gia cc my ch kt ni vo Internet. Thng thng phn mm email ca bn s s dng kt hp hai tiu chun: SMTP gi email n nh cung cp dch v Internet (ISP) v POP3 tip nhn email. C hai tiu chun khc nhau v SMTP thng c dng giao tip gia my tnh ca ngi s dng vi my ch lm chc nng email (post-office server) v POP3 c dng tip cn vi cc mail lu tr trn my ch lm chc nng email. 5- Danh mc email (mailing list)14 13. C hn 50.000 danh mc email thng xuyn c s dng trn Internet. Chng thng c tp hp vi nhng mc tiu c th hn nhm tin tc (newsgroup), t ngi s dng hn v v vy d qun l hn. Chng hn bn tm thy mt danh mc email v cng ngh khoan ct m bn ang quan tm, bn gi mt th ng k (subscription message) n my ch qun l danh mc ( l mt phn mm nh qun l danh mc email). Th ng k ca bn phi cha email ca bn phn mm trn t ng a n vo danh mc email. K t , khi bt k thnh vin no gi mt thng ip ln danh mc email, chng s c lp tc chuyn n cho tt c cc thnh vin trong danh mc. Trc khi a mt thng ip vo danh mc email, bn cn xem qua ht phn gii p ca cc cu hi thng gp (FAQ-Frequently asked questions). Nhng thng tin ny gip cho bn bit cc qui tc v iu kin m mt thng ip cn c. Chng hn, mt s danh mc email khng cho php nh km cc qung co trong thng ip. Mt s khc li khng chp nhn cc cu hi v cch thc s dng mt sn phm. Danh mc email l mt cng c gip cho bn lun cp nht vi th trng ca bn. V c nhiu danh mc email, bn cn tm nhng danh mc no c lin quan n ngnh m bn quan tm. 6- Dch v tr li th t ng Mt trong nhng cng dng ca email l kh nng tr li t ng. Chng hn bn cn thit lp chc nng tr li t ng cho cc email ca phng bn hng. Trn trang web bn hng ca bn, bn c th ghi Hy gi email n sales@abc.com bit thm thng tin chi tit v chnh sch bn hng v t hng. Nhng email nh vy thng nhn c rt nhiu yu cu mi ngy. V vy kh nng tr li t ng s gip khch hng bit ngay rng yu cu ca h c tip nhn bi cng ty v s c xem xt trong thi gian sm nht. C mt s cch lm iu ny. Cch n gin nht l s dng ngay phn mm email ang chy trn my ca bn. Phn ln cc phn mm ny u h tr cho bn cc chc nng nh phn tch mt email va tip nhn quyt nh xem nn chuyn n vo mt th mc ring hay lp tc phn hi nh chng ti tip nhn c yu cu ca qu khch v s phc p trong thi gian sm nht. Cch th hai l to ra mt hp th phc p ngay trn my ch. Nhng chuyn vin qun tr my ch u c kh nng lm c cng vic ny. Hy trao i vi h. Nu bn s dng my ch ca nh cung cp dch v Internet, bn hy th trao i vi h xem c th yu cu dch v ny khng.15 14. Nhng iu cn ghi nh v email 1. C gng kim tra v phc p email t nht mt ln trong ngy. 2. Tit kim chi ph kt ni Internet bng cch hon tt cc email trc, sau kt ni vo Internet v chuyn chng i ng thi mt ln. 3. To ra tp tin ch k n gin cho cc email gi i ca bn nh km vo a ch trang web hay cc thng tin khc m bn mun chia s vi nhng ngi khc. 4. S dng cc danh mc email gip bn cp nht vi tnh hnh th trng. 5. Nu bn phi di chuyn nhiu, hy lm quen vi cc chc nng tr li email t ng khch hng khng phi bi ri v khng thy phc p ca bn sau khi gi th yu cu lc bn i vng. 6. Thnh lp danh mc email gip nh phn phi hay khch hng cp nht v cc sn phm mi ca bn.16 15. TIP TH BNG EMAIL Xc nh mc tiu: Bn ang c gng thc y vic bn hng, pht trin thng hiu, li ko khch hng n website, vn phng hay kho hng, gi cho mt ch , thc y thm yu cu v thng tin, tng thm ngi tham gia cho mt s kin, ginh c s ti tr, ch nh dch v? Xc nh khch hng ca bn. Bn ang nhm n phn khc khch hng ca mnh da trn danh sch c sn. Nhu cu, mong mun, quan tm ca h l g? iu g l quan trng i vi h? iu g s thc y h i n hnh ng? Xc nh thng ip ca bn Thu ht khch hng v cung cp da trn yu cu ca h. S dng nhng g m bn bit v khch hng ca mnh xc nh xem bng cch no, lm nh th no m t v minh ha gi tr m bn cung cp cho h. Xc nh phng tin ca bn. Gi th bn hiu c mc tiu v khch hng ca mnh. Lm th no bn c th truyn t thng tin vi h mt cch c hiu qu nht. Ngh ra nhng cch thc m bn c th dng. Bn c nhiu s la chn bao gm gi email, nhng hnh thc khuyn mi theo ma, gim gi cho khch hng, thng bo v sn phm hay dch v mi, pht hnh sch bo, mi khch hng tham gia s kin, chng trnh cho mng k ngh h v cn nhiu cch khc na. Xc nh thi gian vit th Khi no khch hng m v c thng ip ca bn? Trong chu k bin i tm l khch hng, chng ta pht hin ra rng vic cung cp vo gia bui tra c tc dng nhiu hn l vo sng sm hay bui ti. Chn ra mt ngy ph hp trong tun l iu rt quan trng. Thng thng, nhng ngy th Ba v th T d dnh c kt qu kh quan hn ngy u tin hoc ngy kt thc ca tun. Khch hng ca bn c th c s khc bit, hy lm mt vi bi kim tra chn ra thi gian thch hp nht cho bn. Tr li nhng cu hi sau: Xut x ca bn v dng tiu Dng ghi xut x ca bn c bao gm tn cng ty v nhn hiu hay khng? Dng tiu c chiu di ph hp khng? (5-8 t, 40 k t bao gm c khong trng) Dng tiu ca bn c phn nh c mt ngun li c th no khng? Dng tiu ca bn c cha ng nhn hiu cng ty khng? (nu nh v l do no m dng xut x cng ty cha ghi) Dng tiu ca bn c th hin mt s ni n no khng? Bn sao email ca bn Email ca bn c c xc nh mc ch r rng, c s lin quan v hp thi? Email ca bn c th hin c tnh c nhn ha vi h, tn hay c h v tn ca ngi nhn. Bn sao email ca bn c r rng, xc tch? N c cha ng mt li ku gi hnh ng no khng?17 16. N c nhm vo li nhun? N c to ra mt s ni n, mi mc no khng? Nhng chi tit quan trng Bn c c chun b qun l nhng email tr li cho nhng cu hi m bn gi ra ngoi? iu ny c xem nh rt quan trng cho cuc tip xc u tin. Bn c b l c hi m mt on i thoi hai chiu vi nhng ngi nhn ny khng? Bn c s dng nhng mu ha thch hp ti a ha vic s dng nhng khong trng ca bn khng? Bn c xem li dng tiu , xut x v bn copy email ca mnh mt cch k lng khng? Bn c kim tra tt c nhng ng dn m bo rng chng hot ng tt? Bn c xem li v gi cho chnh mnh mt bn vit dng text hay html? C th chp nhn th rc Email ca bn c bao gm mt ng dn cho ngi nhn t chi tn thnh? V d nh ngi nhn c c hi nhp chut vo dng lin kt t chi tn thnh s tip tc nhn email ca bn. Lc , bn cn c c ch bo m rng nhng mail tng t khng c tip tc gi cho nhng ngi ny cho n khi h cho bit mun tip tc nhn email ca bn. Bn c c chun b qun l tt c nhng yu cu khng tn thnh trong vng 10 ngy yu cu? Nu bn s dng nhng sn phm email phc tp hoc c s d liu phc tp t nhng email m bn gi, bn c c chun b x l nhng yu cu khng tn thnh vi tt c nhng la chn trn. Bn c rn luyn phng thc s dng email tt? Bn c chn thnh v thng thn? Bn c s dng mt dng tiu chnh thc? Bn c s dng a ch ng? Dng tiu ca bn c trung thc? a ch ca bn c c cp n trong chin dch email ca bn. Khi bn tr li c i vi nhng cu hi trn, bn sn sng nhn nt send (gi) v ti a ha s thnh cng.Outlook Express theo mun Bn mun th ca mnh phi tht c bit? Bn mun ti u ho Outlook Express 6.0? Nhng gi di y c th hu ch cho bn.I. t nhng quy nh ring: 1. Phng mi cho th c: Bn mun mi khi nhn th, th ca mt hoc mt s ngi c bit s chy vo mt th mc ring, tin cho vic c v qun l, ch khng phi nm trong Inbox?18 17. -Trc ht bn to mt th mc mi bng cch kch chut phi vo Local Folders (hoc bt c th mc no bn mun), chn New Folder..., t tn (v d: Tin nhanh Vit Nam) ri nhn OK (hoc Enter). -Vo Message - Create Rule From Message, nh du chn vo dng Where the From line contains people ( th nht), Move it to the specified folder ( th hai), click vo dng ch mu xanh c gch chn bt u bng t contains... ( th ba), g a ch ngi gi (v d: webmaster@vnexpress.net) ri n Add v OK (nu khng mun g, bn c th kch vo Address Book), click tip vo t specified (mu xanh c gch chn), chn th mc Tin nhanh Vit Nam ri nhn OK (3 ln). Bn c th t tn cho quy nh ny ( th t) tin qun l khi vo Tools - Message Rules - Mail... *Gi khi bn nhn th, tt c th gi t hm th webmaster@vnexpress.net s chy vo th mc Tin nhanh Vit Nam (ch khng phi Inbox nh mc nh). *Ghi ch: Vi cch lm tng t, bn c th t thm nhng quy nh nh xo, sao, chuyn, nh du... i vi cc dng th n khc nhau (dung lng ln, km file, khn...). 2. Tn chung cho th nhm: Bn hay gi th cho mt nhm ngi (bn b, khch hng...) m khng mun cm ci g tng a ch? Ch cn g mt t nu bn lm theo cch di y: -Vo Tools - Address Book - New - New Group, g tn bn mun t cho nhm th vo Group Name, vo Select Members, click p chn tn cc thnh vin ri nhn OK (2 ln). *Gi khi gi th, bn ch cn g tn ca nhm vo dng To l th s n vi tt c cc thnh vin trong nhm. 3. Nhiu hm th trong mt: Bn s dng nhiu hm th (e-mail account) nhng mun tt c th nm chung mt ch? Bn v ngi thn c nhiu hm th, mt my tnh, mun dng chung Outlook Express nhn v gi th m khng mun chung ng th mc? - th ca nhiu account u chy vo Inbox (hoc mt th mc bn quy nh), bn ln lt khai bo chng bng cch vo Tools - Accounts, th Mail n Add - Mail... ri in mt lot cc thng s cn thit (acccount, server, password...) v n Close. - mi ngi c mt giao din ring (cc th mc Inbox, Outbox, Sent Items... hon ton c lp, cng c ngha l tnh bo mt cao hn), bn vo File - Identities - Add New Identities..., t tn cho account (c th nh du chn vo Require a password ri g mt khu tng bo mt). Khi dng ch Do you want to switch to... (tn hm th va t) now? xut hin bn hy nhn vo Yes. i vi giy, Outlook Express s hin ln, bn khai bo cc thng s (acccount, server, password...) ri nhn Finish l xong. Lp li qu trnh trn cho cc hm th mi.19 18. Nu mun Outlook Express vo account no khi khi ng, bn vo Identities - Manage Identities..., nh chn vo Use this identity when starting a program, chn tn hm th ngay bn di ri n Close. (Hm th khai bo u tin c tn mc nh l Main Identity). Khi nhn th, bn vo File - Switch Identity..., chn tn hm th, g mt khu (nu trc c khai bo) ri n OK. II. To ch k km nh ng: 1. To file htm: -M 1 file mi trong Frontpage, chn mt bng gm 2 dng, 1 ct. Mt dng bn chn 1 file nh ng c nh, mt dng g tn bn. - nh v ch p hn, c th b ng k bng (vo Table Properties chn Border Size = 0), thm mu nn (chn Background Color), chn kiu v c ch... -Click chut phi chn Picture Properties - General - Browse xc nh li ng dn cho file nh ri chn OK. -t tn cho file va to ri ghi vo mt th mc no . 2. Quy nh trong Outlook: -Vo Outlook Express, chn Tools - Options - Signatures - New, nh du chn vo File di dng ch Edit Signature, click vo Browse, dng Files of type chn HTML Files, tm n th mc c cha file va to, click p vo file ny, ri chn Apply v OK. 3. Chn ch k: -Nu mun thm ch k cho mt bc th c th, bn vo Insert - Signature (hoc c th dng phm tt bng cch n t hp phm tt Ctrl + Shift + S). -Nu mun chn ch k vo tt c cc th gi i, bn vo Tools - Options - Signatures, nh du chn vo Add signatures to all outgoing messages bn di dng Signature settings. Cn nu khng mun chn ch k cho cc bc th tr li (reply) v chuyn tip (forward), bn thm mt du chn cho dng Dont add signatures to Replies and Forwards. *Ghi ch: Bn c th dng mt on phim ngn (dung lng nh) thay cho ch k bng cch vo Insert - Picture - Video (trong FrontPage) v chn mt file c ui .avi, hoc .asf, .ram, .ra.Theo VNExpress (www.vnexpress.net, 30/06/2003)20 19. Chng 3 TM KIM THNG TIN TRN INTERNET 1- Tm kim thng tin trn Internet Mng Internet c cu thnh nn bi hng triu my vi tnh, mi my vi tnh ny li c h s v trang web ring ca n. Bng cch no m bn c th tm kim c nhng thng tin cn thit. Tht may mn, c nhng cng c in t c chc nng nh mt danh b in thoi s gip bn tm kim trc tuyn nhng h s v trang web . Nhng danh b ny (thng c gi l cng c tm kim) xut hin mi ngy v tm kim trn Internet nhng ch mi. Ngay khi chng tm c mt ch mi, chng s kim tra ni dung v t ng to ra cng vo cho ch ny. Nu bn to cho mnh mt trang web hay mt h s d liu, n s c nm trong danh sch ca nhng danh b ny ch trong vi tun. Tuy nhin, s d dng hn cho nhng ngi truy cp vo trang web ca bn, bn c th tin hnh in vo mu trong cng c d tm mt cch th cng.Yahoo l mt trong nhng th mc web ph bin nht Khi trang web l ch tm kim ca bn chng hn bn ang tm kim mt th trng hin hu cho nhng nh cung cp ru - bn truy cp vo cng c tm kim v nhp vo t kha tm kim ca bn. Cng c tm kim chnh rt d truy cp bng knh Internet l trang web http://www.yahoo.com v trang web http://www.altavista.com. C rt nhiu cng c tm kim khc, nhng hai cng c trn y c th ch ra cho bn ng i ng nht v cung cp ng dn n nhng cng c tm kim khc.21 20. Trang ch ca cng c tm kim AltaVista Nhp vo t kha ca bn tm kim trong trng hp ny l ru v nhp chut vo nt Search. Cng c tm kim ny s kim tra d liu c s d liu ca chng v hin th kt qu. Thng tin m n hin th l mt ng dn n trang web c thng tin v ru, cng vi vi dng u tin m t ni dung ca trang web ny. Mt kh nng khc l s dng cc cng thng mi (portal) m bn bit. S Thng mi TP.H Ch Minh hin thit lp mt cng thng mi m t , bn c th tm thy nhiu doanh nghip thuc nhiu ngnh ngh khc nhau. Ln theo cc lin kt, bn c th tm thy a ch v m t tng doanh nghip. Bn c th vit email cho h hoc t chc mt cuc hn gp da vo cc thng tin m bn tm thy bt u nhng hp tc kinh doanh.22 21. Chc nng tm kim trong trang web ca S TM TP HCM. (www.trade.hochiminhcity.gov.vn) Li khuyn Nu bn tm kim sn phm vi qu nhiu kt qu, lu d liu li c sau (khi bn khng kt ni Internet) nhm mc ch l tit kim ha n in thoi ca bn. Lm vic ny vi vic s dng la chn File/Save As trong Web Browser (trnh duyt) lu tr d liu thnh tp h s trong a cng ca bn. Nh mt s la chn, to mt th nh du vo trang ny trong trnh duyt ca bn, v nh vy, bn c th tr li trang web c cha ng kt qu m bn cn ngay lp tc. truy cp vo trang web c m t, nhp vo ng dn ca n (c th hin bng mu khc v thng c gch di). Khi bn xem qua trang web ny, bn c th tr v trang web cha kt qu tm kim bng cch s dng nt lnh Back trong trnh duyt ca bn. 2- Tm kim thng tin u C rt nhiu c s d liu v th vin trc tuyn, ni m bn c th tm kim thng tin m bn cn. Mi cng c tm kim ny u c nhng mc ch li ch khc nhau v hu ht (khng phi tt c) u khng c tnh ph s dng.23 22. Vinaseek, cng c tm kim do cng ty Tinh Vn pht trin v vn hnh (www.vinaseek.com) Ngun thng tin t cc cng thng mi ca cc c quan nh nc ti Vit Nam cng c th l nhng ngun thng tin phong ph gip cc bn tm thy cc i tc tim nng hay cc c hi u t pht trin kinh doanh. Cng Thng mi in t quc gia, chng hn, cho php ta tm kim cc manh mi thng mi cng nh cc doanh nghip thuc nhiu ngnh ngh khc nhau hin ang tm kim i tc hay c nhu cn phn phi sn phm. Nhng ngun ny thng kh tp trung v rt ph hp vi bc u khm ph c hi hp tc kinh doanh qua Internet.24 23. Cng thng mi in t quc gia (www.ecvn.gov.vn) a. Yahoo! vi trang web www.yahoo.com, nhanh chng v kh ton din. b. AltaVista vi trang web www.altavista.com , cung cp dch v cho Yahoo. C hai c s d liu ny u ang c s dng, v mi cng c ny u ko thm nhiu ng dn khc. c. Google! Dnh cho ngi Vit th c trang web www.google.com.vn v cung cp yu t Vit Nam cho trang web. d. Lycos vi trang web www.lycos.com , cung cp c s d liu ton din v dch v FPT (giao c truyn tp), dung lng ph thuc theo sc cha. N thng cung cp nhiu thng tin v cc ti liu hoc trang web hn l Yahoo! Hay Alta Vista. e. InfoSeek vi trang web www.infoseek.com v cung cp mt phm vi ln nhng th vin bao gm mi loi h s, ti liu v trang web trn Internet. N c mt s chn lc c gii hn m bn c th truy cp min ph, hoc bn c th ng nhp vi mt khon ph tm kim mi mng d liu. f. McKinley v trang web www.mckinley.com c mt c s d liu nh hn nhng trang web khc. im khc bit l n xem xt ni dung ca d liu mt cch rt cn thn. g. Nu bn nhn ra rng nhng cng c tm kim ny mang v qu nhiu thng tin (hng ngn nhm ti liu cho mt s tm kim n gin), bn c th s dng cng c tm kim h tr nh AskJeeves (www.askjeeves.com). G vo cu hi bng ngn ng ting Anh bnh dn v n s hin ra mt danh sch ngn nhng cu tr li c kh nng - nhng mu tin c gi tr hn nhng thng tin qu ti. 3- Nhng dch v mi25 24. Nu bn mun gi cho nhng tin tc v bi bo co lun c cp nht hng ngy, bn nn xem qua nhng dch v sau - dch v tt nht c b tr M. 1. CNN vi trang web www.cnn.com. Trang web ny cung cp mt ni tuyt vi tc x l nhanh nhng tin tc v cc bi bo co, phn tch, thi tit v nhiu th khc na. 2. ABC vi trang web www.abc.com, cung cp dch v cnh tranh vi CNN nhng nhn mnh vo nhng im ni bt. 3. BBC vi trang web www.bbc.co.uk cung cp ng dn ti nhng chng trnh v tin tc ca BBC. 4. MSNBC vi trang web www.msn.com cung cp tin tc c cp nht mi nht v cc vn th gii nhm vo nhng tin tc M.Tin tc t VNExpress (www.vnexpress.net/Vietnam/Home/) 4- Bo ch Hu ht nhng t bo ln u c th c truy cp qua Internet. Mt vi t bo cung cp nhng bi vit hon chnh trn trang bo trc tuyn, mt vi t bo khc ch cung cp tin tc hoc nhng tit mc ch cht. C nhiu ngun khng c gi tr cho nghin cu v mu n phm v cng ty yu thch ca bn. 1. The Financial Times vi www.ft.com, cung cp nhng mu chuyn, tin tc v ti chnh v c gi c phiu. 2. The Wall Street Journal vi www.wsj.com, trng tm l cung cp nhng tin tc v ti chnh 3. Reuters vi www.reuters.com, cung cp nhng tin nng, tin ni bc t khp th gii.26 25. 4. Hi nh bo Press Association vi www.pa.press.net cung cp thng tin cp nht hng gi t khp th gii.Thanh nin online (http://thanhnien.com.vn/news/) 5- Tp ch Nhng nh xut bn tp ch t nhng s xut bn c ca h trn mng v cho php bn tm kim nhng thng tin ni bt cng nh nhng bi nh gi. Chng l nhng ngun quan trng v thng tin c s v nhng mu xut bn ca nhng bi ph bnh v sn phm. Cch tt nht tm kim cun tp ch ca bn l tm kim qua Yahoo! Hay AltaVista cho ta ca quyn tp ch , n s cung cp li cho bn thng tin v nh xut bn v a ch ca trang web. 6- Nhm tho lun c c kin v nhng vic ang xy ra ti mt v tr c th v gio dc hay kinh t, hoc nh gi kin phn hi v mt tng hay sn phm mi, bn nn xem qua nhm tho lun. C hn 40.000 nhm tho lun khc nhau bao gm mt lnh vc rng ln nhng khu vc ch , t gio dc tr em qua kinh t, lin doanh, gp vn n phim nh v chng trnh truyn hnh. Bn c th truy cp vo nhng nhm tho lun ny bng cch s dng trnh duyt ca bn (nu nh c chc nng ny trnh duyt Netscape Navigator c th h tr) hoc s dng nhng chng trnh ring bit.27 26. Din n trn trang Web ca S Thng Mi TP HCM tm lnh vc ca nhng nhm tho lun hin hu (chng c thm vo mi ngy), nhp vo tn ca my ch qun l nhm tho lun vi nh cung cp dch v Internet ca bn. Khi bn c kt ni, bn s nhn c mt danh sch cc nhm tho lun hin hu. thy c nhng thng ip trong bt k nhm tho lun no, nhp p chut vo tn chng v bn s nhn c tt c nhng thng ip c nhn. Nhng thng ip trong mt nhm tho lun thng c t chc trong mt cu trc th bc vi thng ip u tin v nhng thng ip phn hi cho trng u tin bn di n. N gip cho chng ta d dng theo di mt cuc tho lun c th m khng b mt thng tin. Bn cng c th ng thng ip ca chnh bn - hi xem liu rng mi ngi c bit c ch hay thit b m bn ang nghin cu. C 2 li khuyn cho bn khi ng thng ip ca mnh. ng ng thng ip ca bn vi qu nhiu li qung co, nu khng bn s ch nhn c nhng li ch trch (bn c th s nhn nhng thng ip cnh co). Th hai, ng ng nhng thng ip yu cu ging nh nhau trong hu ht nhng nhm tho lun (iu ny c gi l tht dm bng v bn s ch nhn li c nhng cu cnh co).7- Cp nht hng ngy bng danh sch a ch nhn thng tin Cuc gi cui cng ca bn cho thng tin cp nht l mt c im hu dng ca Internet, c gi l danh sch a ch nhn thng tin thng xuyn hay danh sch28 27. nhng my ch. Nhng th ny ging vi nhng hp mail t ng, bn c th gi sang my vi tnh ca bn v gi chng lun c cp nht. Trong trng hp ny, mt cng ty c mt danh sch a ch m bn c th ng k nhn di hn. N s t ng gi, qua email, nhn tin v nhng sn phm mi hoc nhng s kin c quan tm. ng k nhn di hn danh sch a ch ny, thng thng bn phi gi mt vi dng tin c th cho my vi tnh s hu danh sch a ch bng email. C hng ngn danh sch a ch hin hu: nu bn mun mt danh sch y ca tt c nhng danh sch hin hu, ch m n cha ng cng nh cch thc ng k, bn nn dng trnh duyt Web xem xt trn trang web www.liszt.net.HNG DN TM KIM THNG TIN TRN INTERNET 1. Internet l mt ni pht hnh t pht. khng phi l mt th vin vi cc ti liu c chn lc. Thay vo , Internet l mt dng mi trng m rt nhiu cc thng tin khc nhau c trnh by. V vy, nhng g ly c t Internet cn c phn tch nh gi s ph hp ca chng i vi nhu cu ca ta. 2. Trc khi bn chn mt cng c tm kim, lun hng v tiu ca bn v nhng g m bn tm kim. Khi bt u tm kim, hy chc chn rng bn phi tm kim trn nhiu website hn l ch da vo mt. 3. Google rt tt nhng khng phi l tt c. Cn c nhiu cng c tm kim khc c th gip bn tm ra nhng g bn cn mt cch nhanh chng hn. 4. Nhng ngun c qui m ln cha cc thng tin trn Internet l th mc ch (subject directory), cng c tm kim (search engine), v ni dung ca cc web chuyn su (deep Web). TH MC CH nh ngha: Th mc ch l dch v tp hp cc ng lin kt n cc ngun ti nguyn Internet ng k bi cc c nhn hay t chc c website v c t chc thnh cc th mc. Dch v th mc s dng cc tiu ch la chn tm kim cc lin kt. Phn ln cc th mc l u c chc nng tm kim. Nhng iu cn ghi nh: C hai loi th mc c bn: th mc hn lm v th mc chuyn mn, thng l c lp v duy tr bi cc chuyn gia h tr cho nhu cu thng tin ca cc nh nghin cu. Cc th mc cha trong cc cng thng mi (commercial portals) cung cp thng tin cho cng chng v thng l chng cnh tranh ln nhau. Cc th mc kh khc nhau v cch la chn. Hy xem cc chnh sch ca cc th mc m bn chn. iu th thch l phn ln cc th mc khng mun a ra cc chnh sch cng nh cc chuyn gia nh gi ni dung ca mnh.29 28. iu ny th hin rt r i vi cc th mc ca cng giao dch thng mi (commercial portals). Nhiu ngi khng bit cch dng th mc m dng thng cng c tm kim. Cn nh rng cc th mc hn lm c la chn cng phu v chng thng bao gm cc lin kt n cc website c cht lng cao.INFOMINE, t i hc California, l mt v d v website hn lm, Yahoo l mt v d tiu biu v th mc cng giao dch thng mi . CNG C TM KIM nh ngha: Mt cng c tm kim l mt dng c s d liu c th tm kim c trang b cc cng c c lp trnh nh wanderer, crawler, robot, worm, spider. nh du (Indexing) cc tp tin c nh du thng qua tiu (title), ton b vn bn (full text), qui m (size), a ch (URL).. Mt cng c tm kim bao gm 3 thnh phn: Spider (Nhn): l chng trnh chy d tm trn web t lin kt ny n lin kt khc xc nh v c ni dung cc trang. Index (nh du): l dng c s d liu c cha bn sao ca cc trang web do cc nhn thu thp Search engine mechanism (C ch cng c tm kim): phn mm gip cho ngi s dng d tm thng tin.Google l mt v d tiu biu v cng c tm kim. WEB CHUYN SU nh ngha: Web chuyn su bao gm cc thng tin c cha trong cc c s d liu cho php tm kim. Thng tin cha trong cc c s d liu ny cho php tm kim theo dng ch mc tiu hay cc kha cnh ca ch . Cc nhn ca cng c tm kim khng th hoc khng nh du cc thng tin ny. Web chuyn su cha nhiu tp tin hnh nh, hay nh dng pdf. C nhiu dch v tm kim cung cp cc chc nng tm kim tm cc tp tin ny. AlltheWeb, AltaVista v MSN l mt s v d tiu biu. Lu : Rt nhiu c s d liu trn web l c th tm kim. V vy, mt th mc tt s lin kt vi nhng site ny. Thm vo , kt qu t cng c tm kim cng c th c ly t c s d liu. Mt khi ta lin kt n site ny, chng ta c th tm kim trn c s d liu ca n.30 29. Phm vi ch ca cc web khng nhn thy (invisible web) l rt rng. iu ny thch thc ngi tm kim v ta khng bit trc nhng g l c sn trong c s d liu. Th mc l mt phn ca cc web chuyn su. Cc v d bao gm th mc in thoi (phone books) v mt s cng c khc nh tm kim bc s, lut s, bng sng ch, d liu cng ty...5. Yahoo l mt trong cc website ph bin nht trn Internet. cng l cng giao dch thng mi ln nht. Khi bn tm kim trn Yahoo, bn s tm thy thng tin trn cc web thng thng v t th mc ring ca n. C vi hn ch ca th mc ny: Th mc ny c hnh thnh t cc ng k ca cc website khc. Th mc ny c khuynh hng nh du cc trang chnh ca website. V vy, cc trang khc cho d c cha cc thng tin quan trng cng c t c hi c nhn thy.6. Cn hiu thm v nguyn tc ca tm kim dng Boolean khi s dng cng c tm kim trn web. y l chc nng tm kim logic. 7. Cc chin lc tm kim khc cng cn c phn tch ta bit cch s dng cc cng c tm kim trn web ni chung. 8. Khi ta a vo trn 1 t kho vo cng c tm kim, khong trng gia cc t c mt ngha no v chng c nh hng n kt qu tm kim ca chng ta. iu ny c gi l default syntax. V d: Trong Google, khi ta tm kim t Chimbayth c ngha l ta c th tm cc ti liu m c cha hai ch chim v bay. L do l v khong trng gia 2 t ny c ngha l V (AND) theo cch tm kim logic. Nu ta mun tm kim logic HOC, chng hn: "s nng ton cu""hiu ng nh kn"Bn s cn s dng chc nng HOC (OR) v phi dng n cc chc nng tm kim nng cao (advanced search) trong cng c tm kim. 9. Khi s dng cng c tm kim web, nu bn khng bit chc dng ngn ng no, ta c th dng cc du nh: + cho cc t mong mun tm kim: +chim +bay Cm t trong ngoc kp: "hiu ng nh kn"31 30. 10. Cc cng c tm kim trnh by kt qu tm kim theo mt trt t nht nh. Chng thng dng cc tiu ch nht nh xp hng cc ni dung tm kim c. Cc tiu ch bao gm: mc trng khp gia t kha v dng tiu , a ch URL, dng ch u tin trn vn bn, cc th HTML META ; s ln m t kha ang tm kim xut hin trn vn bn cn tm kim, s sp xp gn nhau ca cc cm t kha trn vn bn cn tm kim 11. Mt trong cc s pht trin gn y l s p dng phn loi kt qu tm kim bi cc nh gi ca ngi s dng, khi nim, tn min hn l s lin h vi t cn tm kim. V d: Google xp hng cc lin kt bng s nh gi ring ca dch v tm kim ca h. Ask.com xp loi cc lin kt theo s lng trang c cng ch vi t kho ang tm c trong website Vivisimo phn loi kt qu theo cc nhm tiu biu cho cc khi nim suy ra t s tm kim ca bn.12. Nu bn tm thy nhiu kt qu tm kim hay cc kt qu khng c lin quan n iu mnh cn tm, hy lm nhng iu sau: Thm vo cc t mi th hin r hn iu bn quan tm tm kim S dng t ng c lin quan c th n ni dung tm kim hn l cc khi nim chung. V d Kinh thay v l bnh ko. S dng cc chc nng tm kim logic (Boolean) nh AND ( + ) S dng cc t gn tng ng nu c th Thu hp phm vi tm kim n cc thnh phn ca trang web nh tiu , trang web u tin. S dng Boolean NOT loi b nhng ni dung m bn khng cn n13. Nu bn tm thy qu t kt qu tm kim: B bt cc khi nim khng cn thit lm cho ch bn tm kim c rng ri hn. S dng cc t tng qut hn. S dng chc nng tm kim logic (Boolean) nh OR14. Cc cng c tm kim dng Meta cho php tm kim cng lc trn nhiu cng c tm kim khc nhau. Chng cn c gi l cc cng c tm kim ng hnh. Chng c ch khi: Khi ta c mt ch m bao qut mt phm vi ln, nhiu ngha Khi ta cha gp may mn trn cc cng c tm kim khc Tm kim ca ta l n gin Mun tm kim cc kt qu lin quan32 31. Phn ln cc cng c tm kim Meta cho mt danh sch kt qu sau khi loi b cc trang trng lp tm thy gia cc cng c tm kim con m chng da vo. iu ny c cc ngha sau: o oCng c tm kim dng Meta ch mang li mt s vn bn tm thy t cc cng c tm kim con Kt qu tm kim c th rt gn vi nhng g ta mong mun v chng lun ly nhng kt qu c phn hng cao nht t cc cng c tm kim con.Copernic.com l mt v d tiu biu v cng c tm kim dng Meta. 15. Cn nh rng cc cng c tm kim khng nh du ht tt c vn bn c trn web. V d chng khng th nh du cc trang c bo v bng mt khu, cc trang nm bn trong tng la hay cc trang c lp trnh trnh cc nh du ca cng c tm kim. Mt s trang cng khng c cng c tm kim lu n nu chng khng c lin kt n trang web no.33 32. Chng 4 TIP TH TRN INTERNET 1- Marketing trang web ca bn Ngay sau khi bn thit k v to lp trang web ca mnh, bn mun m bo rng mi ngi cng c th bit v n v ving thm n. S lng ca khch truy cp l du hiu tt v s thnh cng ca trang web v cho thy n ph bin nh th no vi nhng khch hng tim nng. V d, nu bn l mt nh sn xut xe my, bn s rt t khi mong ch khch hng ca mnh t mua xe qua Internet, nhng bn c th m rng hnh nh ca cng ty v nhng c tnh ca n nh l xy dng cht lng v gi c. Nu bn ang thc y vic thng mi qua web site gip cho ngi dng t hng hoc mua hng ha, bn c gng gia tng s lng ngi ving thm v lm cho khch truy cp trang web mun mua hng. Mc d bn cn phi thu ht cng nhiu khch n vi web site ca bn cng tt, nhng cn quan trng hn na nu nh m bo c rng h c thch th vi thng ip ca bn tr li v ving thm vo mt ln khc. 2- Lm cho n ng gi Internet khng phi l ni to ra tin cho bn. Bt c ai ni vi bn rng bn c th bn sn phm ca mnh cho hng chc triu ngi s dng th c ngha l h ang ni di. C th c hng chc triu ngi s dng, nhng ngi truy cp Internet vi nhiu l do khc nhau, nhng khng phi tt c h u s mua sn phm ca bn. Do , c th xem Internet nh mt c hi marketing, th Internet cn phi c kim tra v s dng. Nhng n vn nn c b sung vo nhng chng trnh qung co v tip th hin ti ca bn. ng dng n thay th hon ton nhng chng trnh tip th ang hiu qu ca bn. C rt nhiu nhng nh t vn marketing trn Internet, c nhng ngi cung cp dch v tt, cng c nhng ngi cung cp dch v c cht lng cha tt. Li khuyn tt nht l phi c c mt trng mc Internet v u t thi gian xem xt nhng yu t khc nhau: c nhm tho lun v xem xt nhng trang web. Sau bn c th xc lp mt tng tt v vic lm th no cng ngh c th h tr cho cng ty ca bn v loi trang web cng nh nhng n lc marketing no bn mun cng hin cho Internet. Tht th v khi bn t xy dng chng trnh v thit k cho trang web ca bn v thc hin nhng hot ng marketing trn Internet. Nhng vi nhng tnh nng mi xut hin mi thng, n c th c thng minh hiu nhng vn c bn v giao cng vic to lp Web site cho nhng nh t vn chng trnh.34 33. S Thng mi TP.HCM www.trade.hochiminhcity.gov.vn Sau cng, khi bn c trang web, ng qun n. Cn lm cho mi ngi trong cng ty ca bn hoc b phn marketing c mt khi nim v nhng g bn mun lm c vi mng Internet hin hu v lm th no s dng nhng cng c. H nn cp nht thng tin trn website thng xuyn v kim tra email t nht 1 hay 2 ln mi ngy. 3- Cch tip th c hiu qu trn Internet 3.1-Cung cp mt dch v thu ht nhng khch hng mi v gi c nhng khch hng thng xuyn quay tr li, bn cn phi cung cp cho h mt dch v. Cch tt nht m bo thnh cng l phi cung cp y thng tin m khch hng c th mun, cung cp kp thi hay cp nht nhng thng tin gip gi h quay tr li, m bo rng trang web ca bn c thit k tt v c th c ti v nhanh chng h khng b cn tr bi tc chm. 3.2-Thng tin kp thi m bo rng trang web ca bn c truy cp thng xuyn, phi chc rng bn phi lin tc cp nht v cp nht ng lc thng tin v sn phm hay dch v hay thng tin c th hu ch cho ngi s dng.35 34. Mu ghi nhn kin phn hi, S Thng mi TP.HCM (www.trade.hochiminhcity.gov.vn) 3.3- kin phn hi Gi cho trang web ca bn lun tng tc v c gng khuyn khch nhng khch hng truy cp cung cp kin phn hi cho dch v hoc nhng thng tin mi. 3.4- Lut l quc t m bo rng bn cung cp thng tin ph hp cho khch hng ca mnh trn ton cu. Th ngh xem nhu cu ca khch hng a phng c th khc vi nhu cu ca khch hng mt lc a khc. iu ny c th n gin nh vic cha ng thng tin trn nh cung cp ton cu ca bn hay vic cung cp nhng trang c dch sang nhng ngn ng khc. Nhng trang web quc t cung cp nhng ngn ng khc nhau trn cng mt trang web, hoc kh nng chuyn i ngn ng vn bn. V d, cng c tm kim www.altavista.com cho php bn chuyn i nhanh nhng trang web sang hay t mt th ngn ng khc. 3.5- Chiu su ca thng tin m bo rng trang web ca bn cha ng mt chiu su hp l ca thng tin. Nu nh bn thnh lp mt trang web cho danh mc lit k nhng sn phm ca mnh, ng ngc nhin nu nhng ngi khch khng truy cp trang web ca bn trn mt c s thng36 35. xuyn. Nu bn thm vo gi tr cho trang web ca bn v cung cp thm thng tin, khch hng s nh gi n lc . 3.6- Internet Marketing C gng v ha hp nhng n lc v ngn sch cho marketing trn web site trong chng trnh marketing tng th ca cng ty bn. Nu bn l mt cng ty ln, m bo rng mi ngi trong phng ban u hiu v web site v cch n vn hnh. Nu bn ch l mt cng ty nh, bn s nhn ra rng n rt hu dng m t nhng nhim v marketing ca bn vi marketing truyn thng v marketing Internet cng vi chng trnh cho nhng hnh ng, chi ph, kt qu. 3.7- Tham gia trn Internet Mt trong nhng m hnh marketing tt nht l phi i ra ngoi v c nghe. Vi Internet, iu ny c ngha l ai nn tham gia vo nhm tho lun, tr li email v m bo rng trang web ca bn c cp nht hng ny. 3.8- Thit k gn gng Gi m hnh ca trang web gn gng v m bo rng khng c qu nhiu nhng tp tin hnh nh ln c th mt nhiu thi gian ti v. V d, nu bn phi to ra nhng tp tin phong ph, bn c th lm hng n vi qu nhiu ha khin cho n phi mt nhiu thi gian ti v. 3.9- ng b qua nhng ngun khc C rt nhiu nhng mu chuyn v nhng cng ty to ra hng triu la t Internet, v nhiu cu chuyn v nhng cng ty rt khi Internet. Xem Internet nh l mt c hi hn l mt s thay th cho vic qung co v marketing hin c. Tht khng ng pht trin mt trang web vi ph tn ca vic in n cc qung co. Nhng phng php marketing truyn thng ny c th c o lng v vn ti khch hng hin hu. 4- Gia tng s lng khch truy cp C nhiu cch gia tng s lng khch truy cp, nhng ngi truy cp vo web site ca chnh bn. Di y l nhng cch tt nht gia tng s lng ngi ving thm trang web ca bn. 5- ng k trang web ca bn vo cng c tm kim Cng c h tr trang web Hu ht nhng ngi s dng Internet tm kim thng tin bng cch s dng mt trong nhng cng c tm kim (nh Google, Yahoo!, AltaVista hay Infoseek). Tt c nhng cng c tm kim ny u cho php bn thm vo trang web ca bn trong danh mc ca h - nu37 36. bn khng thm trang web ca bn vo, bn s khng th c tm kim bi ngi s dng trn cng c ny. C hai cch ng k trang web ca bn vi cng c tm kim: bn c th truy cp vo cng c tm kim m in vo mu ng k in t, hoc bn c th s dng mt chng trnh t ng lm cng vic ny qua tt c nhng cng c tm kim. Vic truy cp vo tng trang tm kim c th tn nhiu thi gian ca bn nhng cho php bn truy cp vo ng thng tin m bn mun xut hin trn danh mc tm kim. Nu bn s dng chng trnh t ng lm vic ny, n s i hi bn phi m t t nhiu v trang web ca bn v cung cp nhng thng tin ny ln cng c tm kim. Sau , bn khng th bin i thng tin cho mi danh mc, nhng n c th c lu nhiu ln. Nhng tin tc hu ch v nhng chng trnh ng k t ng l thng thng n s cung cp mt dch v min ph theo , chi tit v trang web ca bn s c gi n hng t nhng cng c tm kim hng u. Nu bn mun mt chng trnh ng k c th gi thng tin n mi cng c tm kim trn Internet, bn phi tr tin nhng cng tht l ng gi nu nh c th m bo trang web ca bn c mt trn tt c danh mc tm kim. Mu ng k vo th mc ca Google (http://dmoz.org)home | helpSubmit a Site to the Open Directory Thank you for your interest in the Open Directory Project. Submitting a site is easy, but before you proceed with the site submission form, we ask that you do two things. 1. 2.Please take a moment to review some of our submission policies and instructions. It is important that you understand these policies. Failure to understand and follow these policies generally will result in the rejection of a submission. Please check to be sure that this is the single category you think your site should be listed in. The Open Directory has a rich subject tree, and it helps everyone if you search around for the best category. This also helps expedite our review of your site.EXAMPLE: A site on Breast Cancer should be submitted to: Top: Health: Conditions and Diseases: Cancer : Breast Cancer not Top: Health: Conditions and Diseases This is an important distinction in the world of web categorization,and it ensures speedy processing of your site.Please note: We are not a search engine and pride ourselves on being highly selective. We don't accept all sites, so please don't take it personally should your site not be accepted.38 37. Category:World: Vietnamese: Doanh nghip All web sites in this category are published in Vietnamese. Vui lng nhp ting Vit c du. Cc nguyn tc c bn nh sau: Li gii thiu phi dng vi ni dung web. Khng vit theo kiu lit k keywords. Khng kt thc cu bng nhiu du chm (.), (!), (?), ni chung l ch s dng ng mt du kt thc cu. Trong ni dung ca li gii thiu khng lp li nhng cm t vit trn tiu , hoc cc t trong tn ca category.category descriptionAre you sure this is the most descriptive category for your site? If you are unsure, please take a little extra time in searching the directory and find the most appropriate category.Site URL:http:// What type of link is this?RegularPDFRSSAtomURL stands for Uniform Resource Locator, which means your site address. Example: http://dmoz.org Do not add mirror sites. Do not submit an URL that contains only the same or similar content as other sites you may have listed in the directory. Multiple submissions of the same or related sites may result in the exclusion and/or deletion of those and all affiliated sites. Do not disguise your submission and submit the same URL more than once.Example: http://www.dmoz.org and http://www.dmoz.org/index.html. Do not submit any site with an address that redirects to another address. The Open Directory has a policy against the inclusion of sites with illegal content. Examples of illegal material include child pornography; libel; material that infringes any intellectual property right; and material that specifically advocates, solicits or abets illegal activity (such as fraud or violence). Do not submit sites "under construction." Submit pornographic sites to the appropriate category under Adult. Submit non-English sites to the appropriate category under World. Don't submit sites consisting largely of affiliate links.Title of Site: Please supply a short and descriptive title. Always opt for the official name of the site. Do not use ALL CAPITAL letters. Exclude promotional language in the title.39 38. Site Description:Keep the description of your site brief - no longer than 25-30 words. A well-written, objective description will make listing your site easier. Do not use any HTML tags Write in complete sentences and/or descriptive phrases using proper grammar, punctuation and correct spelling. o Do not use ALLCAPS in your description. o Avoid capitalizing every word in a sentence. o Don't repeat the title of your site in the description. Avoid using promotional language and strings of key words and search terms. Words and phrases like "cool" and "best darn site" will be removed.Your E-mail Address: I have read and understand the submissions guidelines, and I'm ready to submit my site Submit Copyright 1998-2006 NetscapeTerms of Use6- S dng nhm tho lun n vi khn gi The Usenet trn Internet l mt tuyn tp ca nhng cuc tho lun c nhn, gi l nhm tho lun. C hn 40.000 nhm tho lun khc nhau bao gm tt c mi ch m ta c th tng tng. ph bin trang web ca bn mt cch c hiu qu, bn nn tham gia vo mt nhm tho lun c lin quan n sn phm ca mnh v tham kho 39. nhng bi vit trong y. V d nh bn ang sn xut nhng loi sch hc ngn ng, bn nn tm kim nhng nhm tho lun v tng loi ngn ng hay tham gia vo nhng nhm tho lun dnh cho gio vin dy ngn ng. Bt c ai cng c th trnh yu cu ca mnh ln nhm tho lun - gi l gi tin (posting) - nhm mc ch tr li cho nhng thng ip trc hay ch n thun l m u cho mt ch mi. C mt nghi thc nh, l phi thn trng. ng gi thng ip vi qu nhiu nhng mu qung co v bng hc ngoi ng ca bn ln tt c cc nhm tho lun. iu ny c gi l th rc v kt qu l bn s nhn c mt lot cc bc th phn i. Do , nn c thi tht nghim tc i vi nhng nhm tho lun. Mo tt nht l phi theo di nhng cuc tho lun, sau s a ra kin ca bn hay cp n nhng thng tin v trang web ca bn. V d nh nu c ai hi v nhng ngun gio vin ging dy ngoi ng TP.H Ch Minh, bn c th tr li h bng cch cp n vic trang web ca bn c gii thiu v nhng loi bng hc ngoi ng, v cung cp cho h tn ca nh cung cp TP.H Ch Minh. V c n khong 40.000 nhm tho lun nn c th rt kh khn cho bn tm c mt nhm tho lun ph hp vi sn phm ca bn. May mn l c mt cng c hng dn tuyt vi n tt c cc nhm tho lun. N c danh sch tt c cc nhm tho lun c lin quan n ch ca bn. truy cp vo cng c hng dn ny, bn vo trang web : http://www.dejanews.com Trong trng hp bn khng th tm c bt k nhm tho lun no c lin quan n ch ca bn, bn nn t to cho mnh mt nhm tho lun. Hy ni vi nh cung cp dch v Internet ca bn nu nh h c th gip bn to lp v duy tr mt nhm tho lun nh vy. Cc nhm tho lun ca Googlehttp://groups.google.com/ 40. 7- Lin kt n nhng trang web c lin quan C gng lin kt trang web ca bn n nhng trang web khc c cng ch . Tm nhng trang web m bn cho rng nhng khch hng cng s c s quan tm i vi sn phm ca bn, sau gi li ngh ca bn n ngi s hu trang web kia, ngh vi h rng bn mun thm vo ng dn c hai web site c th lin kt c vi nhau, vi mc ch l gip cho khch hng c th nhanh chng n c nhng trang web c lin quan. 8- Trao i biu ng qung co Mt h thng mi c pht trin gip cho cc bn c th chia s cc biu ng qung co (thng thng nm trn cng ca trang web). Ch , gi l LinkExchange, c th gip a mu qung co ca bn n cc trang web khc v ngc li nhng mu qung co khc c th xut hin trn trang web ca bn. y l mt cch rt tt thc y trang web ca bn, lm cho trang web ca bn thm phong ph cng nh lin kt c vi nhiu loi khch ving thm trang web hn. c thm thng tin, bn nn vo trang web http://www.linkexchange.com 9- Thng bo s xut hin trang web ca bn Thng bo v website ca bn cho mi phng tin truyn thng ngoi Internet. V d nh gi mt bng thng bo nh cho nhng tp ch c lin quan n lnh vc kinh doanh ca bn, cho h bit rng cng ty ca bn c mt trn Internet. Bn cng nn gi chi tit v trang web ca bn cho tp ch v Internet xut bn hng thng. Nhng tp ch vi tnh vi nhng mc c g mi?, hay website tt nht c th gii thiu trang web ca bn nu nh h cm thy thch th. Khi bn thng bo v Website ca mnh cng vi URL v a ch email cho bo gii, m bo rng bn cung cp y thng tin trong catalogue, th kinh doanh v tn cng ty trn u trang web 10- S dng tp tin ch k Hu ht chng trnh mail in t u cho php bn to tp tin ch k. y ch l mt vi dng n gin vi tn ca bn, tn cng ty, a ch lin h v i khi c th l khu hiu ca cng ty bn. Tp tin ch k c t ng thm vo cui mi email m bn gi, ng thi cng mang theo nhng thng ip qung co c gi tr. Bn cng nn to mt tp tin ch k tng t s dng trnh duyt nhm tho lun ca bn, iu ny gip ng ti thm thng tin v bn ln tt c cc nhm tho lun m bn gi bi vit. 41. Cch to tp tin ch k trong Outlook Express11- Cung cp mt ci g cho khch truy cp Trang web ca bn phi cnh tranh vi hng ngn trang web khc, do bn cn phi m bo rng c mt th g hu ch s c cung cp cho khch hng. Mt trong nhng c tnh ph bin nht ca nhng trang web tt l kh nng ti v nhng tp tin hu ch - chng trnh, ti liu, c s d liu. Ti sao li khng lu gi mt ci g c ch trong trang web ca bn v cho php khch hng ca mnh ti n v? V d nh mt nh sn xut bng hc ngoi ng c th lu mt vi bng audio ca mnh di dng file m thanh v cho php khch hng ti v dng th. H cng c th cung cp nhng file lin quan-bao gm c phn mm t nguyn- nh dch ngn ng, t in hay nhng tr chi ngn ng. cha ng nhng tp tin t nguyn trn trang web ca bn, hy hi kin tc gi trc m bo rng tc gi ca n khng phin lng v vic ny. 12- Chn mt tn min hiu qu Vic u tin m mi ngi s dng cn phi lm l in vo a ch Internet y ca bn - gi l URL (Uniform Resource Locator). iu ny s bao gm tn min ca bn v s c mt ci g tng t nh www.microsoft.com cho Microsoft hay www.trade.hochiminh.gov.vn cho website ca S Thng mi TP.H Ch Minh. C gng lm sao cho tn min ca bn cng gy n tng cng tt. ng lm cho n qu phc tp hoc qu ku- hy nh rng khch hng ca bn t khp ni trn th gii, do mt s chi ch i khi khng c gi tr i vi tng loi ngn ng. Nu bn ng k cho tn min ca bn, bn c mt s la chn cui cng. V d .com.vn ch ra rng 42. cng ty ny Vit Nam. Nu nh bn mun cng ty ca mnh xut hin ton cu, bn nn ng k .com sau cng, iu ny thng c dng M. Sau cng, ng qun s khc bit ngn ng gia ting Anh v ting M: mt trang web hay vi tn colourprints chuyn cung cp nhng bc nh chp vi gi r c th s khng hot ng c M v cho nhng i th cnh tranh ng k color-prints v ginh mt khch hng. L do l mt s thut ng c dng ph bin Anh (v d colour) li c th khng thnh hnh M (color, khng c k t u trong t ny) Internet Marketing 1. ng k tn min ca bn 2. Tham kho trn Internet 3. Thit k v to lp trang web 4. Thng bo v trang web mi trn mt t bo thng mi 5. ng k trang web ca bn vi cng c tm kim 6. trnh trang web ca bn cho tp ch ph bnh tin hc 7. Kt ni a ch mng ni b vo h thng cng ty 8. To ch k cho email v nhm tho lun 9. Tm nhng nhm tho lun tng ng 10. Tham gia vo nhm tho lun 11. Tham kho nhng ch marketing thay i nh trao i biu ng hay ng dn trao i. 12. m bo rng trang web ca bn c cp nht thng xuyn v bn phi tr li email gi ti. 13- o lng s thnh cng Mt trong nhng im quan trng ca bt k chuyn dch marketing chnh l t l thnh cng ca n. Bn c th ngh rng tht kh o lng s thnh cng trn Internet v bn thng gp rt t nhng ngi s dng trang web ca bn. May mn l vn c nhiu cch o lng s ngi ving thm trang web v s khch hng ca bn. Mt trong nhng ch ph bin nht hin nay l lm sao bit s khch mi ving thm trang web ca bn. Cch th hai l phi tham kho lch truy cp vo my ch ca bn. Nu bn c my ch ni b, phn mm ca my ch s to mt tp tin lu tr a ch Internet ca mi khch truy cp vo trang web hoc hnh nh m chng tham kho. Nu bn s dng dch v t mt nh cung cp my ch, phi m bo rng h c th cung cp cho bn lch truy cp - n lc ca bn s khng th thc hin c nu nh khng c s ghi chp nhng lch truy cp ny. Mi hng trong nht k truy cp ny c mt bng kt qu. Kt qu c ghi li tt c cc hnh vi ca ngi s dng khi xem cc trang web. Nu mt ngi dng truy cp vo 4 hoc 5 trang web, mi trang web vi mt vi bc nh, nh vy l ngi s dng ghi c 10 n 20 kt qu trong nht k truy cp ca bn. Mt kt qu th rt hu ch ni vi bn b phn no ca website c s dng nhiu nht. Mi hng trong nht k truy cp cung cp a danh qua ch s IP ca khch truy 43. cp v trang web c ving thm. V vy kh d dng nhn ra trang web c a thch hoc kim tra s phn ng i vi nhng mu qung co c bit no trn tng trang c th. Mo nh Nht k truy cp c lu tr nh l mt vng d liu rng ln c th c ti v t nh cung cp dch v ca bn v m trong bt k my vi tnh x l t. Chng thng c t chc theo gi v ngy. xem xem c bao nhiu c nhn thc t truy cp trang web ca bn, bn cn phi m nhng a ch (th hin thng qua s IP) ngi dng khc nhau xut hin trn nht k truy cp ca bn - hoc s dng trng mc khch truy cp. Nu bn ch va mi thnh lp trang web ca mnh, hy t trng mc khch truy cp m bn bit vo mt trang nhng phi lin h n vo trong index.html ca trang web ghi li nhng khch ving thm vo trang ni dung ca bn. iu ny gip ngn nga s bi ri vo nhng ngy u tin khi my vi tnh ca bn c bn l ngi khch th ba Phn tch nht k truy cp Tht ng bn b thi gian vo mi cui tun xem qua nht k cp nht ca bn. Con s ti thi im ban u ca mi hng cung cp a ch u tin ca khch truy cp, nhng bn khng th dng s liu ny gi mail cho h v nhng a ch ny thng c in vo mt cch ngu nhin v thay i ti mi thi im ngi s dng truy cp Internet. Phn khng thay i ca a ch l quc gia ca khch truy cp. C nhiu phn mm hu dng trn Internet (www.yahoo.com tm kim cho nht k truy cp) c th phn tch nht k truy cp ca bn v ln danh sch khch truy cp theo quc gia. Mt vi trnh duyt web lu tr thng tin trn nhng trang web m trc y khch truy cp vo. Nu bn s dng CGI script truy vn khch truy cp, c kh nng tm ra nhng ni h n trc khi h truy cp vo website ca bn. y l mt cng c hu dng kim tra nu nh c mt du hiu thng thng cho phn ln khch truy cp. C l tt c h u truy cp vo website ca bn thng qua duy nht mt cng c tm kim trong trng hp ny, hy kim tra nhng cng vo khc. Nu nh tt c h u vo nhng trang web thng mi trc , ti sao bn li khng lin h vi nhng trang web v a ra ngh v mt bng qung co. Sau cng, c gng v khuyn khch khch truy cp ng k vo s khch (guest book) ca bn. iu ny c th cho php h mt li vo tng thng hay mt ci g tng t. C nhiu tp lnh sn sng gip bn to mt s khch (guest book). 44. S DNG TH META QUNG B WEBSITE Cng c tm kim (CCTK) l mt c s d liu c th tm nhiu trang web trn mi trng WWW (World Wide Web). Khi ta a vo CCTK cc t kha, chng s tm cc trang web c cha nhng t kho cho chng ta. CCTK l mt cng c ch yu tm cc website. Cc nghin cu cho thy trn 50% cc khch ving thm website n thng thng qua CCTK. Th Meta tag Cn phi bit cch s dng ng cc th Meta tag. Th Meta l nhng nhm t hay on vn m t m ngi thit k trang web dn vo mi trang web. Mc ch l nhm cung cp thng tin cho cc CCTK. V tr ca chng l nm trong ni dung ngun (source) ca mi trang web, gia hai k hiu v . Nhng th ny cho php chng ta c thc hin mt s kim sot nhm lm cho trang web ca ta c phn cc th hng cao trong bng kt qu tm kim ca CCTK. Cc phn quan trng nht i vi tip th bng CCTK bao gm: Dng tiu . Meta m t (meta description) Meta t kha (meta keywords) Website http://www.scrubtheweb.com/abs/meta-check.html cho php bn kim tra th meta trong cc trang web ca mnh. 1.1-Dng tiu Th tiu (Title tag, c k hiu l .) l thnh phn quan trng nht c nh hng n kt qu phn hng trang web ca CCTK. Thng thng chng khng nn di hn 60 k t (k c khong trng) v nn xut hin trong phn u ca m ngun HTML ca trang. Dng tiu cn th hin chnh xc ni dung ca trang v s dng cc t kho c lin quan n ni dung ca trang nhiu nht. tm kim c cc t kha c lin quan nhiu nht, ta c th lm cc bc sau - Hy hnh dung nhng t kha m bn cn dng c th tm thy trang web m bn ang mun qung b. Vit chng ta theo th t u tin t trn xung. - Hi cc ng nghip hay khch hng ca bn xem h thng s dng t kha no tm ra trang web ca bn. y c th l ngun thng tin rt b ch. - S dng cc t kha ny trn cc CCTK khc nhau xem chng c tm thy trang web ca bn khng. Nhng trang web no c tm thy khi bn g vo CCTK nhng t kha va ri nu khng phi l trang web ca bn? 45. Mt s thng tin thm Good Keywords http://www.goodkeywords.com : cho php bn tm t kha tt nht cho trang web ca mnh Keyword Counter http://keywordcount.com : l mt cng c phn tch tn s s dng cc t kho ca nhng ngi s dng Internet 1.2-Meta m ty l th Meta cung cp cc thng tin tm lc v trang gip cho cc CCTK xc nh tnh lin quan ca trang i vi cc t kha m ngi s dng va g vo CCTK. Vi c im cn lu nh sau v Meta m t: - Chiu di: 150 k t k c khong trng hay tng ng vi 13 t. Hnh thc ca chng nh sau Hc t cc nh cnh tranh Bn c th d tm trn cc trang web cnh tranh ri phn tch xem chng s dng Meta nh th no. Bn c th pht hin ra mnh hc hi c rt nhiu kinh nghim. Cc vic lm sau y c th thc hin c: - c v phn tch trang ch ca website cnh tranh - S dng http://www.scrubtheweb.com/ xem website ca cnh tranh c c phn hng cao trong CCTK ng vi cc t kha m bn chn khng. 46. Mt s lu khc v th Meta a) Li chnh t Cc t kha l nhng thng tin ch ra nhng iu m ngi s dng quan tm. Chng c th b v tnh g sai vo CCTK. Nu cc t sai c lp li nhiu ln, chng c th l nhng t kho mi m bn c th tn dng. Rt c th trang web ca bn s c phn cc th hng cao nh vo cc t kha ny. b) Khng s dng tn ca nh cnh tranh Bn c th b kin v dng tn ca nh cnh tranh theo lut mt s nc. Mt s CCTK c th xem trang web ca bn l quy ri (Spamming) v chng s loi trang web ny ca bn khi cc c s d liu ca chng. c) Mt s thng tin thm Netmechanic www.netmechanic.com Cch hot ng ca CCTK Scrubtheweb http://www.crubtheweb.com/abs/meta-check.html Kim tra s phn hng ca trang web ca cc CCTK Tip th qua CCTK http://www.pandia.com/marketing101/index.html Phng php tip th qua CCTK Ti u ha CCTK http://www.pandia.com/optimization/index.html Chn lc t kha Webjectives http://www.webjectives.com/wse.htm Chn lc t kha Wordtracker http://www.wordtracker.com Chn lc t kha 47. Chng 5MUA SM V THANH TON 1- Xy dng mt ca hng C rt nhiu c hi to lp mt ca hng trn Internet. Trang web ca bn cung cp mt cch thc hiu qu gii thiu sn phm v dch v ca bn n lng khch hng tim nng khng l khp ni trn th gii - mt ca hng trn Internet c th gip bn bn sn phm d dng hn, c bit l trong trng hp bn khng c nh phn phi a phng. Mt ca hng trn Internet s cung cp u ra mi cho kho d tr hng ha ca bn v m ca 24 gi mi ngy. Sau khi quy trnh u tin c to lp, ca hng trn Internet cung cp h thng bn hng hiu qu vi chi phiu iu hnh thp, khng c chi ph thu mt bng cng nh nhn vin. Hng ha trong kho c th c bn trc thi im xut hin, ph thuc vo lng t hng, dng tin mt. Nu cng ty ca bn chuyn bn thng tin nh c s d liu hay tin tc v kinh doanh, bn c th cho php khch hng mua sn phm trc tip t ca hng trn Internet ca bn, v sau , cung cp sn phm trc tip cho khch hng. iu ny thng hu dng cho nhng cng ty phn mm, h thng bn hng gim gi qua Internet sau tt c, n gip tit km chi ph sn xut, vn chuyn phn phi cho cng ty ca bn. Khi khch hng bt u s dng ca hng trn Internet ca bn, bn s nhn ra rng tht d dng theo di thi quen mua sm ca khch hng - phn mm c th cho php bn c c ci nhn bn trong v cch thc m khch hng ca bn mua sn phm v c th gip cho khch hng ca mnh. V d nh nhng ca hng trn Internet lu gi danh sch a ch khch hng v sn phm yu thch ca h c th cung cp tht nhanh chng v d dng. Ca hng trn Internet ca bn c th thu ht nhiu khch hng mi v cung cp dch v tt hn cho khch hng c. Nhng hy cn thn, nn lp k hoch t trc khi bn bt u vic kinh doanh. 2- Nn bn nhng mt hng g qua Internet Ti thi im ban u ca cuc cch mng ngi tiu dng mi ny, sn phm c bn nhiu nht qua Internet l nhng sn phm tp trung vo i tng khch hng nam gii giu c t 18-30 tui. Nhng ca hng trn Internet u tin bn sch, phn mm, v my vi tnh. Nhng th ny kt ni kh nng u vit ca Internet vi hng ngn sn phm c lu trong nhng kho o, khng nht thit phi cn c nhng sn phm tht trong kho. 48. 2.1- Sn phm gii tr Nhng sn phm tt nht bn l nhng sn phm phc v nhu cu gii tr ca ngi tiu dng. Thnh phn thng tr th trng Internet l nhng ngi trong tui t 18 n 30 vi mt thu nhp sn c tng i cao nn nhng ca hng trn Internet thnh cng nht l bn nhng sn phm nh phn mm hay thit b my vi tnh, sch v a nhc. Nhiu ca hng trc tuyn (bao gm ngi bn sch, nh Amazon v Barnes&Noble (www.barnesandnoble.com cho php khch hng a ra kin ca h v sn phm c bn - u ny c ngha l sn phm c th c bn thng qua nhng li ngh, nh l sch, ru hay phn mm. 2.2- Sn phm chuyn bit Internet gip ta d tm c nhng trang web chuyn mn v y li l mt c hi marketing khc. Nu nh bn bn nhng sn phm nhiu cp , cht lng khc nhau trn mt con ng, v nhng khch hng ca bn s khng gp vn g tip cn sn phm. Tuy nhin, nu bn c mt sn phm chuyn mn, gm s lm bng tay hay nhng chic ng h c, s tt hn nu nh bn c mt ca hng trn Internet bn h tr. Nu ngi tiu dng mun mua mt loi gm s hay ru c bit no , h c th khng bit ni no bt u tm kim. Nu h tm trn Internet, h c th tm n trang web ca bn, mua nhng sn phm him thy mt cch d dng. V d nh nhng sn phm a phng nh gm, khn chong, hay thc ung u c th c bn tt ra th trng bn ngoi qua knh Internet. Nhng khch hng loi ny s khng th nhm n c vi bt k cch no khc. Nhng sn phm him, ngoi lai thng khng th c tm thy ch nhng li c th d dng tm thy trn Internet. 2.3- Thng tin Nu cng ty ca bn cn c mt chuyn gia c k nng hay mt chuyn gia v thng mi (v d nh mt lut s, kin trc s, mi gii chng khon), bn c th bn nhng thng tin ny qua Internet cho d theo mt cch khc vi cng mt sn phm. V d nh nu bn cung cp mt gi tm thi, n s c gi ln Internet v ngay lp tc khch hng c th truy cp mua n. Nhng cng ty pht hnh bo hay tp ch chuyn v thng tin u nhn ra rng Internet l mt knh bn hng mi v hiu qu. V du nh trng hp ca AutoTrader, tp ch qung co hng tun chuyn v qung co cc loi xe (www.autotrader.com), a tt c nhng mu qung co ca h ln trang web. Khch hng tim nng c th tm kim min ph trn nhng trang web theo kiu ny, li nhun c sinh ra t nhng ngi t qung co. 3- Xy dng ca hng ca bn Xy dng mt ca hng trn Internet mi trong h thng ca Amazon.com th tn rt nhiu tin cho chi ph k thut, chuyn gia. Tuy nhin, khng phi nhiu trang web ca quy m nh th ny c t chc ra - Do , hu ht nhng t chc nh u t to trang web thng mi cho chnh h. Trong trng hp ny th chi ph thnh lp s nh 49. hn, trong mt vi trng hp khc, nhng nh cung cp gii php v thng mi in t thm ch cn cung cp nhng website min ph nhm mc ch a dng ha. to lp mt Internet shop, bn cn phi c phn mm chuyn v thng mi, n c th bt chc nhng c im ca nhng ca hng truyn thng, bao gm vic t chc sn phm, theo di vic c hng v quy trnh tr tin. Phn mm ny, thng c gi l phn mm mua sm, cho php ngi s dng chn nhng sn phm m h xem qua bng mu sn phm, thm h vo danh sch mua hng o. Ging nh nhng ca hng thc t, khch hng c th n quy tnh tin tr cho sn phm. Phn mm mua sm qun l chc nng c bn ca ca hng nhng n li khng qun l cc hot ng giao dch theo kha cnh ngn hng. V d nh hu ht cc khch hng u c th hi ngi bn v phng thc chi tr (th tn dng, tin mt) v ghi li s th ca h. Nhm cung cp dch v kim tra th, bn phi lin kt phn mm bn hng ca mnh vi mt i l chuyn cung cp dch v kim tra th qua knh Internet. Cha kha ca h thng nm trong tnh hiu qu ca phn mm bn hng. C nhiu sn phm khc nhau, mt vi ci th min ph, nhng ci khc th phi tr tin cho duy nht 1 ln trong khi nhng phn mm khc th li phi tr tin hng thng hoc tr theo phn trm. Nhng ca hng nh lun tm cch n gin nht thnh lp mt ca hng trn Internet. Thng thng, h s dng mt gi phm c chi ph r t mt nh cung cp ln. 50. Sn phm ny thng khng cn lp trnh, ch cn in thng tin chi tit v sn phm. Nh cung cp ln nht trong lnh vc ny l b phn thng mi ca Yahoo! (store.yahoo.com v www.icat.com). Nhng trang web nh vi ch mt vi sn phm th thng thng l c min ph, bn khng cn phi ci t bt k phn mm no v trang web ca bn cng ch cn vi gi l c th hot ng c. Nhng trang bn hng thng tr ng bn trong trang web ca nh cung cp, v vy bn s c hai v tr khc nhau cho website ca bn v cho ca hng ca bn - khng vn g c, nhng n c th kh khn cho vic thit k mt ca hng theo cch ny.Nhng kiu ca hng khc kch c hoc nhng kiu cn s linh ng th cn phi c ci t phn mm trn my ch ca h. Nu bn thu mt khng gian web t mt nh cung cp dch v Internet, bn nn bit rng h c nh cu trc trc cho dch v mua sm hay khng. N c th tnh thm ph, nhng sau ny s gip bn tit kim c nhiu thi gian cho vic nh li cu trc phn mm. Bn cng c th cn phi to lp mt ng dn n i l kim tra th thc hin quy trnh thanh ton (xem bn di) v bn cng cn phi thit lp mt b phn bo v cho my ch ca mnh cho php ngi s dng tin tng m ang nhp chi tit th tn dng ca h. Chi ph to lp ca hng trn Internet ca bn thng c nhiu mc khc nhau, ty theo yu cu ca bn v nh cung cp dch v Internet. Tuy nhin, hng thng bn phi tr tin duy tr b phn bo v cho website ca bn cho php ngi s dng in thng tin v th tn dng ca h mt cch an ton. Bn cng s phi mua hoc thu phn mm v cng cn phi tr cho quy trnh th tn dng v chi ph ngn hng. 51. 4- Nghip v ngn hng Nu c mt khch hng mun mua sn phm ca bn, kch bn c th din ra nh sau: khch hng tm sn phm thng qua vic s dng chc nng tm kim ti ca hng ca bn, sn phm c thm vo danh sch chn mua ca h cho n khi h sn sng chi tr. Phn mm mua hng s hi khch hng s th tn dng ca h v t ng (c bo v) truyn thng tin ny sang i l kim tra th. i l ny s kim tra gi tr v s d ca th. Quy trnh ny mt khong 30 giy, sau quy trnh c bo rng vic t hng ca h c tin hnh. Nu nh bn ng vic thanh ton bng th tn dng, bn cn mt ti khon bn l ngn hng (c cung cp bi ngn hng ca bn). N s cho php bn ng vic chi tr c thc hin bng th tn dng hoc l bn c th s dng i l kim tra th lm vic ny vi chc nng l ngi i din cho bn - thng s c tnh ph ph cho vic ny. Nu bn mun x l th tn dng mt cch t ng ngay lp tc (nhanh hn cch bn gi in thoi hi thm v chi tit th tn dng) bn cng cn mt ti khon vi mt nh i l kim tra th, ni m c th kim tra c chic th . Nhiu cng ty cung cp dch v ny nh www.worldpay.com 5- Thanh ton trn Internet Mt trong nhiu vn gp phi khi s dng Internet l lm th no tr cho nhng hng ha qung co trn . Ngy nay, c nhiu h thng sn sng h tr thc hin cng vic ny cho c ngi bn l qua mng v ngi s dng bn v mua qua Internet. Vn lun lun gp phi l an ton. Vn nan gii l thc t nhng th in t thng c gi khng theo dng mt m. iu ny c ngha l bt c ngi no chn c th ca bn th c th c c ni dung bn trong m khng cht kh khn g. C mt s min cng y khi ngi s dng gi chi tit th tn dng ca h qua th in t khi bit rng l th ny c th c s dng bi ngi khc. T hn c l bi v bn khng bit ngi bn l no khng nm trong h thng (k bn ngoi) cho nn bn s l mt ngi rt dng cm khi t hng cho mt sn phm khng c nhn thy cho mt cng ty khng bit qua nhng on tin nhn khng c bo v. Thc t th khc hn. Th in t c th c c bi bt k ai chn c thng ip, nhng c hi lm c vic ny l rt t i. C hng ngn th in t c chuyn mi gi, vy th ti sao nhng k kia li c th tn cng c vo th ca bn? iu ny cng ging nh bn cung cp chi tit v th tn dng ca mnh qua in thoi. Ai c th nghe trm in thoi ca bn nhng c hi thc hin vic ny cng khng nhiu. Tuy nhin, mc d c hi cho nhng k nh cp thng tin l khng nhiu nhng n cng cn phi c gii quyt trc khi Internet c th c pht trin v nhn c lng tin t ngi tiu dng, nhng ngi thc t s t mua hng ha thng qua knh ny. C nhiu cch khc nhau to ra mt h thng thanh ton an ton trn Internet sao cho ph hp vi nhiu loi sn phm khc nhau. 52. Th tn dng tiu chun. Chi tit c nhp vo mt trang an ton m thng tin s c m ha (khng cho ai truy cp c) trc khi c chuyn n ngn hng qua knh Internet. Th tn dng o. Ngi s dng to lp mt ti khon vi mng Internet ca ngn hng ni c cung cp mt knh an ton dnh cho vic thanh ton hng ha. Th o. Ngi s dng mua tn dng ti mng Internet ca ngn hng v nhn mt th in t o. Nhng th ny c th c s dng mua hng sn phm. Thit lp ha n hay nhn n trc tip. Ngi s dng trnh mt th in t cho ngi bn, ngi m sau s lin lc vi h bng in thoi hay fax hi xem thng tin chi tit v th tn dng. Vit email li thnh mt m. Ngi s dng gi mt n t hng v chi tit v th tn dng thng qua mt email c m ha, ch c ngi bn mi c th gii m c. Chc nng ny c s dng kh ph bin bng cng ngh PGD (pretty good privacyTnh ring t tt). Vic u tin thng lm khi to lp mt trang web thng mi l lp danh sch - ngi khch hng s dng mt th tn dng tiu chun v nhp vo chi tit trong mt trang web an ton. Trang web ny m ha mi thng tin c gi qua Internet (t my vi tnh ca ngi s dng n my ch), m bo rng chi tit v chic th s khng c c bi bt k tn hacker no. Khch hng thng s dng loi hnh to lp ny v tin tng vo n. Cng ngh thng c s dng cung cp trang web an ton ny c gi l SSL (secure socket layer) Hin c rt nhiu h thng quy trnh thanh ton, mi h thng u c im mnh v hn ch ca n. Mt vi h thng n gin ch x l mt loi th tn dng, nhng ci phc tp hn di hi khch hng phi to lp mt ti khon ngn hng trc tuyn mi. Vic chn la quy trnh ng s ty thuc vo loi sn phm v khch hng ca bn. First Vitual y l ngn hng o, l mt b phn ca ngn hng First USA. Ngn hng cho php bn to lp mt ti khon thc trong . Sau bn thng bo cho ngn hng bit v hnh thc thanh ton bn mun cho vic mua hng ha qua mng Internet c th l tnh trc tip trn th tn dng ca bn hay ghi n vo ti khon ca bn ngn hng. Bn s cung cp nhng s ch dn ny bng th hay bng in thoi. Sau bn giao quyn cho ngn hng v h s pht hnh cho bn mt th tn dng vi s o. By gi nu bn mun mua hng ha qua Internet, bn ch cn cung cp cho ngi bn s th tn dng o ca bn ti First Virtual v gi email xc nhn cho First Virtual cng vi quyn ca bn. Ch c vy thi. Khng c bt c s m ha hay phn mm c bit no c. Tr ngi duy nht ca h thng ny l bn khng th dng n mua hng ha, bn ch c php mua thng tin. Thng tin chi tit trn trang www.fv.com. 53. CheckFree Checkfree cng hp tc vi nhng cng ty khc, gi l CyberCash cung cp mt ti k thut s an ton, c lu tr trong my vi tnh ca khch hng. Cng ngh ny c mua bi Compuserve cho php mi khch hng ca n u c th mua hng ha qua Internet. Commerce net Commerce net c thnh lp t VeriFone (mt im cung cp ln) and EIT, ni pht trin h thng S-HTTP. Thng tin chi tit v h thng c th c tm thy trn trang web www.commece.com. DigiCash DigiCash l mt h thng khc thng cho php bn tr tin cho hng ha mt cch khng cn nu danh tnh - ch ging vi tin mt thng thng. Khch hng v ngi bn yu cu mt phn mm c bit. Khch hng c mt ch k k thut s c bit xc nhn vic mua v ngi bn sau c th chng minh rng khch hng tr tin cho sn phm. Thng tin thm c trn trang www.digicash.com Netbanx Netbanx l mt cng ty chuyn cung cp dch v bn l cho nhng cng ty mun mua bn qua Internet. Thng tin v cng ty trn trang web www.net-banx.com VeriSign VeriSign cung cp dch v web an ton, nh mt i l c lp (cho SSL) v cung cp s la chn phng thc chi tr cng nh l lin kt vi ngn hng. Trang web ca n l www.verisign.com SET v credit cards Cch ph bin nht thanh ton cho hng ha v thng tin qua Internet l s dng th tn dng. Nhng ch an ton c tho lun sau trong phn ny c gng cung cp s an ton v nhng phng thc c nhn cho khch hng gi thng tin chi tit v th tn dng ca h n ngi bn. C gng gii quyt vn ny, hai nh cung cp th tn dng ln nht l Visa v MasterCard cng nhau cung cp mt h thng mi gi l Set (secure electronic transactions). Cng ngh SET ngy nay c pht trin v a ch tt c nhng lnh vc thanh ton bng th tn dng qua Internet. Chng l: S ring t - cam oan vi khch hng rng chi tit v th tn dng ca h s khng c c bi bt k ai khc. Tnh ton vn - m bo rng nhng chi tit c gi bi khch hng c nhn chnh xc bi ngi bn v khng th b thay i. 54. S xc nhn ca ngi s dng - cung cp bng chng rng ngi bn c quyn chp nhn phng thc thanh ton bng th tn dng. SET trong thc t khng ng yn m lun hot ng. c thm thng tin, tham kho trang web ca Visa v Mastercard : www.visa.com v www.mastercard.com Quy trnh thanh ton th tn dng ( minh ha: qua Planet Payment ) Qu trnh giao dch Giao dch c chuyn t website ca ngi bn ti my ch ca Planet Payment. Planet Payment chuyn giao dch sang trung tm thanh ton th tn dng quc t. Trung tm thanh ton th tn dng quc t s hi kin c s d liu pht hnh th tn dng. n v pht hnh th s khc t hoc chp nhn giao dch v chuyn kt qu / m s hp php ngc tr li cho trung tm thanh ton th tn dng. Trung tm thanh ton th tn dng quc t s chuyn kt qu giao dch sang cho Planet Payment. My ch Planet Payment luu tr kt qu v chuyn tr li cho khch hng/ ngi bn. Trung bnh cc buc ny mt khong 3-4 giy. Qu trnh thanh ton th tn dng My ch Planet Payment t ng chuyn cc t giao dch sang trung tm thanh ton th tn dng quc t. Trung tm thanh ton th tn dng quc t gi ti c s d liu n v pht hnh th tn dng. n v pht hnh th tn dng xc minh giao dch, chuyn kt qu, tin sang trung tm thanh ton th tn dng quc t. Trung tm thanh ton th tn dng quc t s chuyn kt qu qu trnh giao dch v tin sang Planet Payment. Planet Payment chuyn kt qu giao dch ti ngi bn v chuyn tin ti ti khon ngn hng ca ngi bn. Mun p dng h thng thanh ton in t doanh nghip cn c mt ti khon chp nhn thanh ton th ti mt ngn hng (Merchant Account) v mt Payment Gateway nu mun bn hng trn mng. 55. Merchant account l mt ti khon ngn hng c bit, cho php doanh nghip khi kinh doanh c th chp nhn thanh ton bng th tn dng. Vic thanh ton bng th tn dng ch c th tin hnh thng qua dng ti khon ny. Payment gateway l mt chung trnh phn mm. Phn mm ny s chuyn d liu ca cc giao dch t website ca ngi bn sang trung tm thanh ton th tn dng hp thc ho qu trnh thanh ton th tn dng. 6- Website an ton Mt website an ton c xem nh l gii php tt nht cho vn gi thng tin v th tn dng qua Internet. N vn hnh nh th ny: khi mt ngi s dng tham kho mt trang web thng thng, my ch di ng gi trang vn bn v hnh nh cng vi m nh dng qua Internet. Tt c nhng thng tin qua li gia ngi dng v my ch u di dng vn bn d hiu - nu bn c th ngn n, bn c th c n. Khi ngi s dng truy cp vo mt trang web an ton, trnh duyt ca anh ta v my ch trao i chi tit kha an ton v lm vic vi mt ch c vit thnh mt m. Web server sau ch c m ha ny m ha nhng nh dng thng thng trc khi gi n n trnh duyt ca ngi dng, sau s c gii m v hin th trang thng tin. Khi trnh duyt gi thng tin li (nh s th tn dng) n cng b m ha. Tt c nhng thng tin qua li gia my ch v ngi s dng u b m ha. Nu bn c th ngn c n bn cng khng th c n. C nhiu cng ngh khc nhau c th cung cp website an ton. Cng ngh ph bin nht l SSL (secure sockets layer). N c h tr bi phn mm c bit c th chy trn my ch (hoc web server hoc ISP). H thng t ng to ra mt ng dn an ton gia ngi dng v my ch trong mi thng tin c m ha s gi qua ng dn ny. V d nh trnh duyt Nescape Navigator thng c mt hnh ng kha m bn tay tri bn gc di. N ch ra trnh duyt c c lin kt vi web server d hiu khng c bo v. Nu bn khng kt ni vi mt web server an ton, Navigator thay i biu tng cha kha do tt c cha kha xut hin by gi bn c th chc chn rng mi thng tin u c chuyn ti mt cch an ton. 7- S xc thc C mt vn n lm au u chng ta khi s dng Internet. Cho rng bn truy cp vo mt trang web an ton v bn in mi thng tin v th tn dng ca mnh m khng lo lng v vic c ai s c c. Vn l ch: lm sao bn bit rng cng ty ny ang vn hnh mt website an ton nh h tuyn b? Internet khng ging vi i l - bn khng th i vo bn trong mt ca hng, nhn xung quanh, yu cu c gp qun l v s dng kinh nghim ca mnh quyt nh khi ca hng ny ng tin. Trn Internet, mi ngi u c th to mt website an ton, t cho n mt ci tn tht ku v bt u kinh doanh. y l nhng lut l chng li 56. chng, nhng vo thi im bn thc hin mt cuc t tng, s c c th c gii quyt v khch hng c th s dng th tn dng ca h mua hng ha. Cu tr li c gi l tnh xc thc. Cng ty vn hnh mt ca tim phi chng minh cho mt b phn c lp rng n l ni tuyn b; b phn c lp ny tuyn b vi mt chng ch v n lu tr trn website ca n. Khi bn truy cp vo web site, chng ch ny s t ng hin th chng minh cho tnh xc thc. Nu bn l khch hng, m bo rng trc khi bn mua sm ti mt website, n phi c c hai c im: n l mt website an ton vi tt c thng tin u c m ha v n c mt chng ch v tnh xc thc. Nu bn l mt t chc kinh doanh v mun to lp mt ca hng c uy tn trn Internet, bn s cn mt my ch an ton v bn cn phi xin cp mt chng ch cho s xc thc (mt trong nhng cng ty chuyn pht hnh chng ch loi ny l VeriSign vi trang web www.verisign.com. 8- M ha trn Internet Mi s thay i bo m an ton cho my ch u phi s dng email yu cu. iu ny ph hp vi nhng cng ty nh vi mong mun nhn c nhng yu cu t hng vi s lng nh, hay nhng ngi mun kim tra trc khi tham gia vo mt my ch an ton nhng phc tp v tn km. Khch hng gi email vi yu cu t hng v th tn dng ca h, nhng thay v gi mt mu tin d hiu, h s dng h thng m ha m ha vn bn do ch c h v ngi bn l c th c c thng tin. Mt trong nhng h thng m ha email c bit n nhiu nht l PGP (pretty good privacy- tnh ring t tt). 9- PGP (Tnh ring t tt) PGP l mt h thng gy ra hu ht nhng vn v t do ngn lun M. N cung cp mt cha kha n gin cho h thng m ha lm vic nh sau. Bn, ngi bn, mun bn hng ha qua Internet. Bn ci t PGP v to mt cha kha cng cng cho cng ty ca mnh. Bn ng cha kha cng ny ln trang web ca bn. By gi, nu khch hng mun gi chi tit th tn dng ca h, h s s dng cha kha cng t trang web ca bn vi phn mm PGP m ha th tn dng. H gi ngc li cho ngi bn. Ngi bn to ra cha kha cng v l ngi duy nht c th m m on tin t khch hng. Vn vi PGP l i din chnh ph pht hin ra rng n qu kh b m kha. V h khng nh rng n c th c s dng bn ngoi nc M trong mt bng mu t an ton hn. Tuy nhin n vn hu dng cho vic bun bn bng th gin n. 10- To mt website an ton C nhiu phng php to mt website an ton, nhng trong thc t ch c hai h thng chnh thng c s dng trn Internet, c th cung cp nhiu gii php hu ch l S-HTTP t NCSA v Nescapes SSL. C hai ha hn mt cch thc m ha thng 57. tin khi n c truyn t ngi s dng sang my ch - qua nhng nguy him tim nng ca Internet. Nu bn mun cung cp mt website an ton cho php ngi s dng nhp th tn dng ca h hay nhng chi tit khc trong trang web m khng c bt c ri ro no v bn cng mun to lp mt h thng ngay lc ny, th c S-HTTP hay SSL s lm vic v c cung cp cho s lng ln nhng cng ty khc nhau (mc d trong thc t SSL c th phn cao hn). Cn phi ch rng S-HTTP ch cung cp trang web an ton trong khi SSL c th bo m an ton cho trang web ca bn v c FTP hay Telnet nhm cho php ngi s dng ti v nhng tp tin vi mt cch thc an ton. 11- S-HTTP S-HTTP l mt phin bn an ton ca nhng nghi thc tiu chun c s dng bi mt trnh duyt web thng tin vi mt website v c pht trin bi NCSA (t chc cng pht trin mt khi nim v web). u im ln ny l n khng ch l mt tiu chun nh gi, mc d h tr hu ht nhng phn mm my ch, n khng c h tr bi trnh duyt web. Tuy nhin, Nescape (sn xut nghi thc an ton SSL) tuyn b rng h s c gng h tr cho S-HTTP bn trong sn phm ca h trong mt tng lai gn. Nu u ny xy ra, ngi dng c th s dng trnh duyt lin lc c vi c hai my ch S-HTTP v SSL. 12- SSL Tiu chun th hai l tiu chun thng tr s dng cho HTTP l SSL (secure socket layer) v c pht trin bi Netscape. Ging nh S-HTTP, tiu chun ny dc bao gm nhng website thng mi. Mi sn phm u nhm vo ngi s dng trc tuyn. SSL c c hi ln qua vic n cng trc tip c h tr bi Netscape v trnh duyt Microsoft IE WEB (biu tng ca n l cha kha: mt cha kho b gy l mt s lin kt khng an ton.) 13- Thc thi SSL trn website Do SSL l tiu chun bo mt website chim u th hin nay, ti s m t cch s dng SSL cho website ca bn, S-HTTP cng khng qu kh. thc hin mt trang web bo mt bn phi hoc c mt server ring cho web ca mnh hoc dng mt ISP cho php dng SSL. V d, Demon khng cho php dng SSL nhng Planet th c. Nu bn thay i my ch ca web th phi kim tra phn h tr SSL - hu ht cc sn phm server thng mi chnh u h tr tiu chun ny, nu khng th cng c cc chc nng plug-in cung cp chc nng SSL. Nu bn ang dng ISP, hay gi in thng bo rng bn mun dng chc nng SSL (nu c h tr, n s tnh ph) to lp SSL trn my ch, trc tin bn phi to 1 bn chng nhn s (digital certificate) cho my ch c th s dng cc phn mm to kha cho ngi dng, c th chng thc server trong trng hp ngi truy cp yu cu. Mt khi c mt bn chng nhn s, bn cn phi chng thc thng qua mt t chc c lp (xem bn di). 58. Theo trnh t, bn s nhn c giy chng nhn c chng thc rng c th s dng phn mm SSL trong mi hot ng khc. Cc bc cu hnh SSL ln bt k web server : To ra cp kha c m ha ban u, v t yu cu xin giy chng thc (phn mm qun tr SSL s lm vic ny) Yu cu bn chng thc t c quan c thm quyn chng thc (chng hn nh VeriSign). Ci t bn chng thc vo my ch (ch l mt vic n gin trong phn mm SSL). Khi ng phn mm SSL vi thng tin c chng thc. Bc th hai, yu cu mt giy chng thc, khng phc tp lm. Bn c th nh mt trong nhng c quan thm quyn chng thc trn mng x l yu cu cho mnh. Mt trong nhng t chc ni ting nht l VeriSign (www.verisign.com). Mt s sn phm web server, chng hn nh Microsofts IIS Web server, li c cc tin ch gip bn qun l kha m mi v cc chng ch. Trong IIS, s dng tin ch Key Manager to ra mt tp tin yu cu ri gi cho ngi chng nhn. 14- Cc gii php Nu bn mun to mt ca hng trn Internet, cho php khch hng mua sn phm ca bn, bn phi to mt h thng bo mt cho php khch hng tr tin b mt. Nh bn bit, c nhiu cch to ra s bo mt ny v nhiu cch x l n t hng ca h, nhng khng phi tt c u m mn. Trong khi bn ch i n ra i, bn c th mt doanh thu, v vy, ngay by gi bn phi to mt h thng v hot ng lin. 14.1- Ph mua sm in t Ngi s dng Internet mun mua sn phm trn Internet c th hoc n mt ca hng do mt cng ty lp ra, hoc gh vo ph mua sm in t, vn c nhiu la chn mua hng hn. Nhng ph ny c nhiu cng ty t trong khun kh mt web site. Ngi truy cp c th la chn sn phm ca bt k cng ty no v tr tin cho tt c cc cng ty ti mt im duy nht. Mt trong nhng v d ca k thut ny l trang web ca Barclays Bank www.barclaysbanksquare.co.uk. Website ny tp hp hng lot web site mua sm v cho php bn xem sn phm, sau cng, mua sn phm, chi tr thng qua ch bo mt ca Barclays. Nu bn c mt dch v mua sm c th hot ng tt hn trn web site mua bn th c th gh qua cc ph mua sm, xem h hot ng nh th no v c h tr ra sao. C th, to ra mt web site trn ph mua sm s tn km hn l trn website c nhn. Tuy nhin, vi s ph bin ca ph mua sm, bn c th chc chn s lng khch v doanh thu nhiu hn. 14.2- Trang web mua sm Ca hiu mua sm l gii php hay dnh cho mt s cng ty, c th bn thch tnh linh ng v t do do cch thit k v ci t trang web shopping mang li. C nhiu cch mang li s linh ng cho khch hng ca bn. 59. c c s linh ng, bn c th lm vic vi cc ISP to lp h thng chi tr v dch v mua sm cho ring mnh. Mc d n c rt nhiu giai on, chi ph ban u cao, nhng vic x l rt nhanh gn v chi ph vn hnh thp. 1. 2. 3. 4.ng k tn min. Hi xin ISP to mt server an ton, s dng SSL (h thng an ninh chung nht). ng k xin chng ch xc nhn t VeriSign - bn cn c giy t ca cng ty. Nu mun chi tr bng th tn dng, ng k mt ti khon thng mi trong ngn hng. 5. Nu mun x l vic chi tr bng th tn dng ti ch, lin h vi cng ty thanh ton chuyn nghip. 6. La chn v ci t phn mm xe mua sm 7. Xc tin ca hng Internet ca mnh. Cc khch hng c tn kho sn phm hoc nhng ngi khng cn x l th ti ch hoc n gin khng mun dy da vi cc phn h thng khc bit c th tm n gii php cha kha trao tay do cc nh cung cp thng mi ln nh