Chuang 3

MARKETING DieN

3.1. Timg quan ye marketing din tir

3.1.1. Ccic khcii niem &in ve E-marketing

Marketing da hinh thanh tir rat lau ding voi su phat trien dm hog dOng thucmg mai. Tuy nhien markting dien tit thi moi chi ph6 bien trong hcm 15 narn tra lai day. Hien nay c6 nhieu each hieu marketing dien tir, sau day la mot s6 khai niem dien hinh ve marketing dien

Marketing dien tir la qua trinh lap Ice hoach ve san pham, gia, phan ph6i va xuc tien d6i voi san pham, dich vu va y tuC'mg a dap irng nhu eau cua t6 chirc va ca nhan - dua ten cac phucmg tien dien tix va Internet. 9

Marketing dien tit bao g6m tat ca cac hog dOng c16 thoa man nhu cau va mong mu6n cua khach hang thong qua Internet va cac phucmg tien dien tit 10

Marketing dien tir la viec umg dung mang Internet va cac phuang tien dien tir (web, e-mail, co so du lieu, multimedia, Smartpohone...) de tien hanh cac hog dOng marketing nham dat duce cac myc tieu cua t6' chirc va duy tri quan he khach hang thong qua viec nang cao hieu biet ve khach hang (thong tin, hanh vi, gia tri, mire dO trung thanh... tir d6 tien hanh cac hog dOng Vic lien huang muc tieu va cac dich vu qua mang huong tOi thoa man nhu eau cua khach hang."

Ve co. ban, marketing dien tit dugc hieu la cac hoat Ong marketing dugc tien hanh qua cac phucmg tien dien tir va mpg vien thong. Trong do, phucmg tien dien to co the la may tinh, dien thoai di Ong, Smartpohone can mang vien thong c6 the la Internet, mang thong tin di dOng...

9 Philip Kotler, Marketing Management, 11 Edition, 2007 I° Joel Reedy, Shauna Schullo, Kenneth Zimmerman, 2000

http://www.davechaffey.com/Internet-Marketing

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3.1.2. Cele hinh thar phdt trim cd ban cua marketing elifn tit

Nhin chung marketing dien tir trai qua 3 giai clop phat trien:

Thong tin: cac hoat dOng marketing dien tir nham giai thieu, quang IA hinh anh doanh nghiep, san pham dich vu cua doanh nghiep thong qua cac website, catalogue dien tir...

Giao dich: cac hoat dOng giao dich truc tuyen, to Ong Ma cac quy trinh kinh doanh, phuc vv khach hang tot han, thuan tien, an tom va hieu qua han trong ban le, dich vv ngan hang, thi tnrong chung khoan....

Tuning tic: ph6i hap, lien ket gifra nha cung cap, nha san xuat, nha

phan ph6i... thong qua chia se cac he thiing th8ng tin, phoi hap cac quy trinh san xuat, kinh doanh a hoat dOng hieu qua nhat, dien hinh la cac hang san

xuat 8 to, may tinh...

* NM-mg hoot dOng Marketing dien ter ph a biln

- Marketing trIrc tie!) bang e-mail.

- Giri thong diep quang cao qua Internet den cac thiet bi dien tir nhu dien thoai di Ong, fax...

- Djch vv khach hang th8ng qua cac cong cu tren web va Internet nhu

chat, voice, video conference, net meeting.

- Thuc hien dieu tra $r kien khach hang to dOng bang bLg cau hoi tren

web.

- DLg 14 tren cac sari giao dich, cling thuang mai dien dr.

- T6 chirc cac dien din de tim hieu SI kien khach hang.

- Tit 2009 xuat hien hinh thuc Marketing dien tit qua mang xa hOi

* So scinh marketing dien ter vet marketing truydn thong

Co the khang dinh rang mvc tieu dm marketing dien tir va truyen th6ng khong khac nhau. Jeff Bezos — nguori sang lap va Ong thoi la chit tjch cua Amazon.com, mOt trong nhimg ding ty kinh doanh qua mang hang dau the giOi voi doanh s6 narn 2009 khoang 29 ty USD da phat bieu rang: "Mai cong ty dL phai chit trong t6i khach hang, huong teri nhu cL cua khach hang truac khi de cap tai sin pharn dm minh, cho dii trong thoi dai ding

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nghe thong tin hay cac theri dai khac". D6i von doanh nghiep, muc tieu cua marketing dien tir khong khac von marketing truyen thong, du la doanh s6, lgi nhuan, thi phan... Jeff Bezos ding nhin xet ye Amazon.com nhu sau:

"Cluing toi khong phai la nha phem phai sach bao

ChYng toi cfing khong phai la nguoi ban bang dia nhac

Chzing toi cling khong phai la nhang nha kinh doanh phim anh

Va cling khong phai la cong ty chuyen ban ddu gia, ma

Chang toi la cong ty phyc vu khach hang."

DiL nay cho thay, trong tiled dai cong nghe thong tin hien nay, marketing dien tir hay truyen th6ng deu huong tori cimg mot d6i tugng, d6 la khach hang.

Tuy nhien, marketing dien tir khac vii marketing truyen th6ng a hai diem chinh d6 la: mai truirng kinh doanh va pluming tin thvc WO. D6i von moi truing kinh doanh, marketing dien tir tip trong vao cac hog dung marketing trong moi tnremg Internet va Web. Den nay marketing dien tir co the ma rung moi truing ra cac mpg vin th8ng khac nhu mang th8ng tin di Ong nha six hOi to cua cac mang vigil thong. Ve phucmg tien thirc hien: marketing dien tir sir diving Internet va cac thiet bi dien tir nhu may tinh, PDA, dien thoai di Ong va cac thiet bi dien tir khac.

Ban chit dm marketing dien tir khong khac so voi marketing truyen th6ng, van nhAm thoa man nhu ciu cua khach hang. Tuy nhien, khach hang trong thai dai cong nghe thOng tin se co nhang d4c diem khac ved khach hang truyen th6ng; h9 co th6i quen tier) can th'6'ng tin khac von truyen th6ng, h9 danh gia cac lua ch9n ve hang h6a dich vu dira tren cac ngu6n thong tin

hanh dOng mua hang khi thirc hien qua mang ding khac so vOi truyen th6ng. Ban chit marketing khong thay d6i, van la mOt qua trinh trao d6i thong tin va kinh ye. Marketing dien tit van bao g6m tir viec xac dinh nhu eau den lip cac ke hoach marketing hiln hop d6i von san phim, dich tuemg, sau d6 tien hanh va kiem tra de thirc hien cac muc dich cua t6 chirc va ca than. Tuy nhien, phucmg thirc lien hanh marketing dien tir khac vii marketing truyen tilling: Marketing truyen thong can rat nhieu cac phucmg tien khac nhau nhu tap chi, to rot thu, dien thoai, fax... khien cho sir phi

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hop giita cac b0 phan kho khan han, ton nhieu th6i gian han; con marketing dien tit thong qua cac mang vin thong, dac biet la Internet, va cac phuang tien dien tit c6 the tien hanh tat ca cac hoat dOng khac dm marketing nhu: nghien ciru thi truing, quang cao, thu thap y kien phan h6i tit phia ngueyi tieu dung, mua sam, san xuat, ban hang, dich vi sau mot each nhanh chong, hieu qua vai chi phi thdp.

3.1.3. tru di'm cfia marketing dien tie so yeti marketing truydn thong

rjc rte3 giao dich nhanh han, vi di quang cao qua email, phan ph6i cac san phdm s6 hoa nhu am nhac, game, phAn mem, e-books, ho trg khdch hang qua cac forum, netmeeting...

Thai gian hogt dg'ng lien tic 24/7/365, to dOng hoa cac giao dich, vi du nhu mua sam ten Amazon.com, mua ye may bay qua mang tai Priceline.com, dau gia qua mang tren eBay.com,...

Phgm vi hogt (Ong town cdu, cac rao can tham nhap thi truing c6 the bi ha thdp, kha nang tiep can thong tin thi truing cua cac doanh nghiep va nguin tieu dung dugc nang cao. Vi du nhu cac doanh nghiep tai Viet Nam co the tim tau thi truing Chau Au, My, Nhat thong qua cac website thong tin thi true:mg

Da dgng hda san pham do khdch hang c6 the tier) can nhieu san phdm, dich vi him d6ng theyi nha cung cap cung co kha nang ca biet h6a (customize) san phdm phii hop vii cac nhu eau khac nhau cua khdch hang nha kha nang thu thap thong tin ve khdch hang qua Internet a clang han, vi (Iv de mua may tinh, khdch hang c6 the tham khao cac san phdm cua nhieu nha san xudt khac nhau thong qua website cua ho, so sanh gia ca, th8ng s6 ky thuat...

Tang cire•ng quan hf khdch hang nhO kha nang to:mg tac, chia se th8ng tin giita doanh nghiep voi khdch hang cao han, dich vi tot him, thai gian hoat dOng lien tic 24/7 thong qua cac dich vi true tuyen, cac website dien dan, FAQs...

Tu diing hda cac giao dick thong qua cac phdn mem thuang mai dien t* (shopping cart), doanh nghiep co the phtic vi khdch hang tot han vb i chdt luting dich vi on dinh han.

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3.1.4. The &Ong ciia thuang mai dien ter din hoca Ong marketing

Nghien din thi truirng: MIA mat thuang mai dien tir hoan thien, nang

cao hieu qua cac hoat Ong nghien ciru thi truorng truyen th6ng, mot mat to ra cac hog Ong mad giiip nghien ciru thi tru&ng hieu qua horn. Cac hog Ong nhu phang van theo nham, phong Van sau dugc thuc hien true tuy6n thong qua Internet; hoat dOng dieu tra bang bang cau had dugc thuc hien qua cong cu teen nen web lien 19i, nhanh va chinh xac horn.

Hanh vi khich hang: Hanh vi khach hang trong thuang mai dien tir

thay doi nhiu so vad trong thuang mai truyen th6ng do dac thin cua moi truarng kinh doanh mai. Cac giai down xac dinh nhu cAu, tim kiem thong tin, danh gia lua ch9n, hanh Ong mua va phan irng sau khi mua hang deu ca th6

bi tac d(ing ban Internet va Web.

Vi du: MO hinh AIDA tren Amazon.com

+ Attention: Website phai thu but su chii y dm nguati xem (dep, an

tugng, tham my cao).

+ Interest: Website cung cap cac san pham, dich vu, thong tin pha hgp

nhu cAu khach hang muc tieu.

+ Desire: Website c6 cac bien phap xuc tin de tao mong mu6n mua

hang nhu giam gia, qua tang.

+ Action: Form mAu dep, tien lgi, an town de khach hang thuc hien giao

dich de clang.

Phan dol.tn thi trutrng va thi truoug muc tieu: Cac tieu chi a Iva

chon thi twang muc tieu dua vao tu6i tac, giai tinh, gido due, thu nhap, vimg dugc b6 sung them bad cac tieu chi dac biet khac cua Thuong

mai dien ter nhu mire d6 sir dung Internet, thu dien tir, cac dich vu tren web... Vi du. Cac website game online va Cars online tap trung vao cac

nhom khach hang khac nhau.

Dinh vi sin phtim: Cac tieu chi d6 dinh vi san pham cung thay doi tir

gia re nhat, chat lucmg cao that, dich vu tot nhat, phan ph'6i nhanh nhat

dugc b6 sung them nhtmg tieu chi ciia rieng thuang mai dien tir nhu nhieu

san pham that (Amazon.com), dap img moi nhu cAu cua ca than va doanh

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nghiep (Dell.com), gia thap nhat va dich vu tot nhAt (Charles Schwab, website: Schwab.com)...

Cie chitin hive marketing him hqp: Bin chinh sach san pharn, gia, phan phii, Vic lien va ho trg kinh doanh ding bi tac ding dm thuang mai dien dr. Viec thiet ke san phalli mm hieu qua hcm, nhanh hcm, nhieu y tuang min han nha su phii h9p va chia se thing tin gifta nha san xuat, nha phan phii, nha cung cap va khach hang. Viec dinh gia ding chili tac ding dm thuang mai dien tir khi doanh nghiep tiep can dugc thi twang town cau, ding then doi thu canh tranh va khach hang cling tier) can dugc nguin thing tin town eau doi hOi chinh "sach gia town cau va not dia can thay dii de có su thing nhat va phu hop gift cac thi truing. Viec phan phii d6i von hang Ma hiru hinh va vo hinh deu chin su tac ding cua thuang mai dien tir, dii vori hang hoa hitu hinh qua trinh nay dugc hoan thien han, nang cao hieu qua han; dii vii hang hoa vo hinh, qua trinh nay dugc thuc hien nhanh han han so von thuang mai truyen thing. Dac biet hoat ding mac tin va 118 trg kinh doanh có su tin bi vugt bac nha tac ding cua thuang mai dien tir yeti cac hoat ding mai nhu quitng cao ten website, quang cao bang e-mail, dien dan cho khach hang ten mang, dich vu h.!) tip khach hang 24/7/365...

3.1.5. ItIflt so then kien can di ap dyng marketing dien tic thanh cling

Ben canh cac dieu kin chung ve ca kr vat chat, ky thuat va phap 1Sr, de ap dung marketing dien tir can có mit so dieu kin rieng nhu:

Thj DO la nhan thirc cua khach hang doi von thuang mai dien tir va tS7 le nguai sir dung va chap nhan Internet. Dii von marketing dien tir (B2C), khach hang can co dieu kin tiep can Internet cung nhu thOi quen mua sam qua mang. Doi von marketing B2B, cac to chirc can nhan thirc dugc tam quan trong cua chia se thing tin, phii h9p hoat ding san xuat va kinh doanh de nang cao hieu qua, giam chi phi va tang cuang nang hgrc canh tranh.

Doanh nghifp: Nhan thirc cua cac t6 chirc ve tam quan trong va nghia sing con dm viec img &king ding nghe th6ng tin trong kinh doanh, danh gia dugc 19i ich cua dau to vao marketing dien tir ding nhu danh gia dugc cac nguy ca, him hoa neu khong tham gia marketing dien tir.

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Su. phdt triers ciia cac sing dung marketing tren Internet: hAu het cac hoat dOng marketing deu c6 the img dung nhang thanh tvu cua cong nghe

•thong tin nhu: nghien ciru thi truong, xuc tien thucmg mai; phat trien san pham mai; quang cao; phi hop gifra cac ben cung cap, san xuat va phan ph6i.

3.2. Ung dung marketing MO tit'. trong doanh nghi0

3.2.1. Nghien ccru thi truing qua mung

Trong nghien ciru thi truing truyen th6ng c6 ba phucmg phap co ban la: ph6ng van nhom khach hang, phong van cac chuyen gia (Indepth Interview), va dieu tra bang bang cau hoi. Ca ba phucmg phap nay du c6 the sir dung mang de trien khai hieu qua va thuan tien km.

•, 3.2.1.1. Phong vin nh6m khach hang (Focus group)

Theo phucmg phap nay, viec ph6ng van nhom khach hang dugc tien hanh qua mang Internet thong qua cac forum, chat room hoac netmeeting. Hinh thirc phong van nh6m khach hang qua mpg khac phvc dugc cac nhugc diem cua hinh thirc phong van nhom khach hang kieu truyen th6ng (vi nhimg nguai tham gia khong con bi phv thuOc nguai dieu khien; tranh dugc kha nang gap tivc tiep mat d6i mat do do tang sv to do dua ra kien...). Hinh thirc phong van nay con c6 mot s6 un diem sau:

+ Thai gian tien hanh: linh hog hors vi m9i nguai tham gia qua mang Internet.

+ Dia diem Ten hanh: linh hog, thuan tien, nguiyi tham gia khong phai di chuyen den met dia diem nhat dinh de phong van nhu truac day.

+ Thong tin thu thap dugc: nhieu km, do cac thanh vien tham gia co the suy nghi dOc lap khi phong van.

Tuy nhien, hinh thirc nay ding c6 met s6 han the nhu:

+ Tinh chan thvc: kho theo dOi dugc tinh chan thvc cua thong tin dugc dua ra trong phong van do nguai phong van va nguiyi dugc phong vAn khong tr%rc tiep d6i mat.

+ Yeu cau ky thuat: can co nhtng phan mem img dung chuyen dung de ho trg nhu hOi thao tivc tuyen (video conferencing), dien dan (forum) hoac giao tier) qua mang (message chat, voice chat).

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+ Tien de thvc hien phong van: cham horn do kheng c6 tac dOng va dieu khien true tiep cua nguad phOng van den cac thanh vien tham gia phong van.

3.2.1.2. Phong van cac chuyen gia (Indepth Interview)

Hinh thirc nghien cim thi tnxeng co ban thir hai la phi:mg van cac chuyen gia, hinh thirc nay ding dugc dp dung hieu qua horn nhaf img dung ding nghe thong tin. Theo hinh thirc nay, cac chuyen gia dugc mai tham gia phong van qua mang. Nguori dugc phong van dua ra cac cau hoi qua mang cho cac chuyen gia va nhan dugc cac giai dap ding qua mang. Hon nib. cac chuyen gia c6 the tham khao y kien cua nhau de dua ra cac thong tin thiet thirc nhat. Hinh thirc nay c6 the dugc trien khai qua cac irng dung nhu nhom thu dien to (e-mail group), chatroom hoac hop true tuyen (netmeeting). Vol cac img dung qua mang, hinh thirc nghien cim thi tnramg nay c6 met so uu diem nhu:

+ Tap trung dugc nhieu cau had tir phong van vien va nguoi theo

+ Co the ket hgp de phong van dugc deng thad nhieu chuyen gia.

+ Thong tin chi tiet do cac chuyen gia co thad gian suy nghi trong qua trinh phong van va dugc tham ldiao nhieu y kien cua cac chuyen gia khac.

3.2.1.3. Dib tra bang Bang cau hai qua mang

Day la hinh thirc nghien ciru thi tnramg de lay thong tin dinh lugng quan trong nhat. Dieu tra bang bang cau h6i truyen thong thuong gap met se han the ye di lai, phan phei bang cau hoi, nhap dit lieu. LTng dung dieu tra bang bang cau h6i qua mang gop phan han the dugc cac nhugc diem nay. Cu the:

+ Viec gfri bang cau hall qua mang nhanh horn, tiet kiem thad gian.

+ Viec sir dung website thu thap du lieu giam chi phi nhap dir lieu truorc day.

+ Thong tin tra lbi chinh xac horn do nguad dugc ph6ng van to tra lai true tiep bang each dien vao bang cau hoi (questionnaire form) ten cac website.

+ Pham vi dieu tra rOng do nguad dugc phOng van c6 the truy cap bang cau h6i qua Internet.

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Tuy nhien, cling nhu hai hinh thirc ten, viec dieu tra bang bang cau hoi qua mang cling c6 han the nhat dinh, dac biet la miry dO phan hoi thap neu khong c6 cac bien phap ht; trg, khuyen khich dOng vien nguCri duce phOng van tham gia. Doanh nghiep c6 the trien khai mot so hinh thirc nghien cfru thi truCmg qua mang nhu sau:

+ Sir dung cac bang cau hoi tich hgp vao cac trang web de thu thap thong tin.

+ Truc tiep thu nhan y kiln khach hang thong qua cac mau phan hOi thong tin (feedback form) dat tren website cua doanh nghiep.

+ Thong qua cac phan mem then dOi qua trinh khach hang duyet web dm doanh nghiep de tim hieu hanh vi cua khach hang trong giao dich.

3.2.2. Phan tick hank vi mua sam caa kheich hang qua mgng

Thong qua cac phan mem chuyen dung tich h9p tren website ban hang, doanh nghiep co the thu thap thong tin va phan tich hanh vi mua sam cua khach hang, tir do tra lai dugc cac cau hOi nhu:

Khach hang xem hang gi?

Khach hang mua hang gi?

Mat hang gi xem nhung khong mua?

Nhltng mat hang gi dugc mua cling voi nhau?

Quang cao nao dugc xem nhieu han?

Quang cao nao dugc xem nhieu nhung khong ban dugc hang?

Mat hang nao it dugc xem, it dugc mua?

Cac mat hang thay the?

Khach hang c6 boi rOi khi c6 qua nhieu lua ch9n khong?

Co sari pham nao khong dugc xuc tien khong?

San pham c6 dugc mo to chi tile khong?

Thong qua nhung cau tra lm, doanh nghiep co the hoach Binh chitin lugc marketing chinh xac han. Nhting img dung nay thuirng dugc gin trong cac phan mem phan tich du lieu (data mining).

Viec phan tich qua trinh mua hang cila khach hang la An de dac biet

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quan tong d6i voi marketing. Qua do, nguoi kinh doanh c6 the dua ra cac quyet dinh tac dOng hieu qua nhAt den tong giai doan nham huOng khach hang mua san phAm, dich vu cua minh. Cu the:

Giai dotm "xfic dinh nhu au ": Web va Internet co the truyen tai thong tin den khach hang mOt cach hieu qua a tac dOng den nhu cau cua khach hang.

Giai do#n "tim kiem thong tin": khi khach hang co nhu cAu, can tim kiem thong tin ve san phAm, dich vv; Web va Internet co the nhanh chong cung cap nhieu thong tin can thiet ve san phAm, dich vu cua nhieu nha cung cap cho khach hang.

Giai do#n "dinh gia cac Iua chip ": Web va Internet ding cung cap nhieu nguim thong tin a khach hang tham khao, danh gia xem lira chon ye san pham, dich vu nao phit hap nhAt, di the dap img t6t nhAt nhu cAu cua minh.

Giai do3n "hanh ding mua ": thong qua Web va Internet nguai ban co the lien hanh nhieu hoat dOng khuyen mai a dAy nhanh hanh (King mua hang dm khach hang.

Giai do#n "phin irng sau khi mua ": thong qua Web va Internet cac dich vu 116 trg khach hang ding dugc lien hanh hieu qua de tang cie:mg quan he vai khach hang.

3.2.3. Phan dogn thi &Wing trong marketing difn to

MOi doanh nghi0 thikmg khong dit kha nang ve tai chinh, ding ngh cling nhu nang hrc san xuAt a dap Cmg tat ca cac nhu cAu ten thi Ben canh dO, luon co sty canh tranh giira cac doanh nghiep trong cling mOt nganh hang. DO do, doanh nghiep thuong nham mOt phAn thi twang de dap ling t6t va hieu qua hen. Trong nhimg phan doan thi trtemg, khach hang co nhimg dac diem tucmg d6i gi6ng nhau nhu thu nhap, giori tinh, trinh dO hoc van, thoi quen mua Day la dieu kien de doanh nghiep co the ap dung cac chitin lugc marketing tucmg d6i (Ring nhAt. Viec phan doan thi truang giup doanh nghiep ch9n dirge doan thi tnr6ng phit hgp nhAt, co nhieu kha nang thanh cong nhAt de tien hanh cac hoat ding kinh doanh.

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Trong marketing truyen thoting, viec phan down thi tnr6ng thuamg dua ten cac nhOm tieu chi nhu:

- Dia 1Sr: thanh thi, nong thon, vimg mien khac nhau

- Nhan khAu hoc: tu6i, gigi tinh, thu nhap, trinh dO hoc van, ton gido

- Tam 1Sr: ca tinh, dia vi xa hOi, phong each song

- Hanh vi: thoi quen sinh hoat, mua sam, tieu dimg....

Trong marketing dien tit, phan down thi trubng c6 the sir dung them tieu chi hanh vi khach hang a phan down thi tru6ng, theo dO co 3 nhom khach hang chinh:

Ngwol xem hang hda (viewers): ci6i von nhom khach - hang nay, website can that su An tugng thu but dugc nhung khach hang nay, bang tir ngir va hinh anh dee biet de to dAu An. Nhang dAu An nay se la buck khOi dAu de khach hang dimg lai tren website va tier) tuc xem san phAm, dich vu. Website cling can cung cap th6ng tin b6 sung ve cac san phArn dich vu tren website. Vi du nhu than xet cua khach hang, thong tin ve cong nghe, stic khoe lien quan den cac san phAm. Nhitng thong tin nay se" Oa cha'n khach hang loci nay 6 lai website lau han va co An tucmg sau han ve cong ty, khi dO co kha nang se mua hoec ghi nho lai website de lAn sau quay lai.

Nguiri mua hang h6a (shoppers): day la nhung khach hang da co d%r dinh mua hang h6a va vao website a thuc hien hanh vi mua hang. D6i voi nhung khach hang nay, website can dugc t6 chirc va thiet ke sao cho viec mua hang thuan tien nhAt. Gib mua hang chinh la cong cu de giup khach hang lam viec do. Nhang 19i the dm gi6 mua hang trong thuang mai dien tir so vai gi6 mua hang trong sieu thi truyen th6ng chinh IA su th6ng ke, ggi Sr, tu vAn, tinh town gia ca sao cho co 19i nhAt cho khach hang. Gi6 mua hang ding giup km tru thong tin ve khach hang de nhung lAn mua hang sau thuan tien han. Amazon.com la mot vi du dien hinh ve gio mua hang thuan lien cho khach hang.

Ngwol tim hieu 4 hang h6a (seekers): NI-tang khach hang nay vao website va biet chinh xac san phAm h9 quan tam. Nhi"mg khach hang nay co dOng ca de mua hang nhung h9 con Bang tim kiam them thong tin a ra quyet dinh. D6i von nhimg khach hang nay, website can c6 cong cu a so sanh cac san phAm, dich vu, nhan xet cua khach hang, ggi y, tu vAn.

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Du mo hinh phan down thi truenig teen dugc sir dung twang d6i ph6 bien, van con rat nhieu hanh vi cua khach hang chua dugc giai thich day du. Theo mot nghien ciru dm McKinsey & Company, dieu tra 50.000 ngu?yi sir dung Internet va da tach dugc thanh sau nh6m vOi cac dac diem khac nhau can cu vao hanh vi cita ho.

Nh6m 1, nhirng ngtroi thich sty Wen Ivi (simplifier-convenience). Day la nhung khach hang quan tam va bi thu but bOi nhimg website c6 quy trinh kinh doanh dcm gian, thuan tien, nhanh va hieu qua hcm so vai cac quy trinh kinh doanh truyen th6ng.

Nhom 2, nhirng nguiti thick tim kiam thong tin (surfer). Nhirng khach hang nay thich duyet cac trang web a tim hieu thong tin, y Wang mai, va mua sam. HQ thich giai tri va danh nhieu thoi gian hcm cac nh6m con lai tren cac website. De thu but dugc nh6m nay, website can di nhieu nOi dung hap clan, trinh bay dcp va update thutmg xuyen.

Nhom 3, nhirng nguiti thich meic cd (bargainer). HQ tim kiem nhung san pham tot, va gia ca thap nhat. Mac du chiem it hcm 10% toting s6 khach hang dugc dieu tra, ho chiem 50% trong s6 khach hang tham gia vao eBay. HQ thich viec duyet web a tim cac mirc gia thap nhat va san sang xem tat ca cac website lien quan de dat dugc ket qua nay.

Nh6m 4, nhirng nproi thich haa d'ong (connectors). Nhfing khach hang nay thich quan he, giao tiep voi moi ngu&i, tham gia cac chat room, thich giri va nhan tin nhan, thich sir dung cac website c6 card dien tir, email... HQ thuang tre tu6i, thu nhap va kha nang chi tieu thap, thuong c6 muc dich tim hieu, tham gia cac hog dOng teen web nhieu ham mua sam

Nham 5, nhirng khtich hang thwong xuyin (rountiners). Day IA nhung khach hang sir dung web a thu thap thong tin, mua ban chimg khodn, thong tin thi throw tai chinh... Nhimg ngtr&i nay thich nhimg giao dien ma ho quen thuOc va thoai mai.

Nhdm 6, nhirng ngtfoi thick the thao, gidi tri (sporters). Twang to nh6m 5, nhung ho quan tam nhieu den the thao, giai tri hcm nhiing thong tin ve tai chinh. H9 coi web la phuang tien giai tri, do do cac website can phai dcp, hap clan va c6 tinh twang tac cao.

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Kho khan d6i vai cac nha kinh doanh la xac dinh nhOm khach hang nao se den tham website cua minh va tir do hoach dinh cac chinh sach de tao ra doanh thu tir nhUng khach hang nay. Vi du, nhom khach hang thich su tien lqi va thich mac ca c6 kha nang mua nhieu han va quan tam den nhUng san phAm cu the hon. Nhang nhom khach hang khac nhu thich tim kiem thong tin, khach hang thuong xuyen can dugc quang cao yeti cac thong diep khac nhau. Co mot s6 website sir dung phuang phap dm Dell, qua do khach hang

se cung cap mot s6 thong tin ve ban than va nhimg m6i quan tam dm ho, qua do website se to dOng dieu chinh dua ra nhUng san phAm, dich vu ma h9 c6 kha nang quan tam nhieu han.

* Thi trtrivng muc tieu: IA thi truamg tai do doanh nghiep co kha nang thoa man nhu cAu tot nhAt. Doanh nghiep co nang canh tranh cao han cac doanh nghiep khac ten thi truong nay, co it d6i thu canh tranh tiem tang, CO kha nang dap img cac muc tieu ve doanh s6, lqi nhuan, thi phAn cua doanh nghiep. Thi tnrong muc tieu cua mot s6 ding ty thuang mai dien tir co the gi6ng hoac khac khac voi thi trueng time tieu cua cac ding ty truyen th6ng. McDonalds.com van chi tap trung vao thi twang muc tieu cua ding ty. Tuy nhien, Amazon.com tap trung vao thi truong muc tieu hoan toan mai. Thi tn.r6ng muc tieu cua Shwab.com lai la thi twang ma rOng ben canh thi truong khach hang giao dich chirng khoan truyen th6ng.

3.2.4. Cdc chitin lwvc marketing din ter him h9p (E-marketing mix)

3.2.4.1. Chinh sach gia trong marketing dien tir

Cac chitin lugc dinh gia truyen th6ng thu6ng can cir vao chi phi, gia cua d6i thu canh tranh, gia tren cac thi truamg chinh, gia tai s6 giao dich, kha nang thanh toan cua khach D6i voi moi truong Internet, chinh sach gia cua cac cong ty chiu anh huang rat 16n tir gia cua d6i thu canh tranh vi mgi mirc gia co the dugc cong b6 ding khai tren mang, khach hang c6 the tiep can nhieu ngu6n thOng tin han de danh gia ve lgi ich va chi phi d6i voi cac quyet dinh mua hang cua h9.

Han nita, ten Internet tai cac thi tru6ng khac nhau, cling ty kho co the dinh cac mire gia khac nhau nhu truck day. Vi du, hang d6ng h6 Swatch (www.swatch.com) kho co the dinh gia khac nhau cho cac san phAm dien tir

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va ding he cua minh khac nhau tai cac thi tru&ng khac nhau vi khdch hang hoan toan c6 the tim dugc gia tai cac thi truemg.

Dei vii cac san pham s6 hod nhu am nhac, phan mem, game, to van, dao tao trtrc tuyen... rat kho c6 dinh gia khac nhu mac du khach hang muc tieu tai cac khu vuc thi truemg khac nhau co mire thu nhap binh quan khac nhau. Khi doanh nghiep tiep can dugc thi truemg toan cau, ding th?ri d6i thu canh tranh va khdch hang ding tiep can dugc nguen thong tin toan cau doi had chinh sdch gia toan cau va nOi dia can thay d6i a co su thong nhat va phu hop giaa cac thi truang.

Ngoai ra, quan diem marketing truac day cho rang hang trieu nguai tieu dung Bang huang ve trang web a tim ra mire gia re nhat, cac nha ban le true tuyen trong nhieu linh vuc nhan thdy rang ho khong the canh tranh gia dugc nfra. Bed nhieu nha san xuat dp dat muc gia t6i thieu cho cac san pham cua h9, va trong mot vai truing h9p thi cac nha ban le ban duai mire gia do bi cat giam.

3.2.4.2. Chinh sach san pheim trong marketing dien to Trong marketing, san pham chinh la tap hgp nhtmg lgi ich ma ngueri

ban cung cap cho nguai mua, bao gem ca yeu t6 hau hinh va vo hinh nhu danh tieng, thuan tien, dich vu kern theo. San pham trong marketing dien tir dugc chia lam hai loai: thir nhat gem cac san pham hoan toan mai, chi dugc hinh thanh khi Internet phat trien va thu hai gem cac san pham truyen thOng dugc them cac thuOc tinh mai tir Internet.

Internet tao ra cac san pheim hoan toan moi

+ San pham cot loi: nhu cau trao dei thong tin thuan tien, re, nhanh, toan du (qua thu dien tir); nhu cau quang bdo toan cau; nhu eau dam phan, giao dich, trao dei toan eau; thong tin hang ngay cap nhat; chia se cac tai nguyen s6 hod.

+ San pham hien thuc: nhimg san pham mai hoan toan chi CO sau khi phe cap internet vi du: thu dien tir, website, catalogue dien tir, bao dien forum, chat, video chat, tro chcri dien tit tren mang, dien dan de chia se phan mem, cac mo hinh kinh doanh dien

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+ San pham b6 sung: Dich vu sou ban hang, cac dich vu cong cua nha nu6c; thu thu tren mang; dao tao tren mang; dich vu ngan hang dien tir.

Internet hi; tro. chinh sach san pham truy'n thong

+ Phat trian san pham mai: Sir dung Internet va Web de thu thap y kin khach hang v'a cac san pham mai. Vi du www.volkswagen.com khi dua ra san pham xe Beetle cai tin (1998) d'a tien hanh diau tray kien khach hang 18 thang qua website va san pham mai thuc su thanh ding.

+ Sir dung Internet vao phat trian san pham may mac: lien kat gift nha thiat ke, nha cung cap nguyen lieu, nha may san xuat, ding ty phan ph6i va khach hang thong qua internet san xuat hieu qua hon.

+ Xay dImg va phat trian thucmg hieu tren Internet: quang bd, giai thieu, ding c6 quan he, tao dung su tin ttramg cua khach hang.

3.2.4.3. Chinh sach phan phai trong marketing dien to

D6i vai hang hod s6 hod dugc, viec phan ph6i c6 the thuc hien hoan hao qua mang. MOt s6 san pham c6 the dugc giri tnrc Tap cho khach hang qua mang nhu: gui bye tip qua mang: phan mam, am nhac, game. MOt s6 san pham lai c6 the dugc phan ph6i bang each cho khach hang to tai ve tir tren mang (download) nhu: phan mam, am nhac, game... MOt s6 san pham dugc phan ph6i thong qua cac dai ly Of gan khach hang; khi do dai VT se in san pham len dia CD/DVD rUi giri tai khach hang (hinh thirc nay kh'ac phuc dugc cac nhugc diem nhu thOng tin s6 hoa co khi lugng 16m, thili gian tai

khi chi phi giri &a CD cao, theri gian gui dia CD dai...).

D6i vai hang hod halt hinh, viec phan ph6i van c6 the sir dung Internet va web hiS trg de nang cao hieu qua thong qua thiat lap co the ph6i hop hieu qua gifra cac ben trong he th6ng phan ph6i; kiam soat hang hod trong qua trinh phan ph6i (FedEx, DHL...); ma rung kenh phan ph6i den cac van dia 1S, m6i (website thay cho cac phong trung bay truyan th6ng).

MOt diem quan tong khi xem xet chinh sach phan ph6i trong marketing dien tir la vai to cua cac trung gian trong he th6ng phan ph6i. Vi du, viec phat hanh san pham am nhac c6.tha thuc hien theo 2 kenh khac nhau:

Trong phucmg thirc giao dich truyan th6ng, khach hang thuong mua bang dia nhac tai cac cira hang ban le hoac cua hang chuyen doanh am nhac.

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Trinh to phan ph6i truyen th6ng: Ca st, ban nhgc 4 Hang phat hanh Dgi lfr ban buon 4 Cita hang ban le Ngueri mua. D6i vori phan ph6i qua Internet, quy trinh nay da có nhfing thay d6i nhat dinh va nguoi to thay co sit them, bat va tai lap cac trung gian trong kenh phan ph6i. Nhu vay, khi phan ph6i qua Internet kh6ng con cira hang ban le trong kenh phan ph6i (hien tucmg loai bO, hay bat trung gian), thay vao do la dm hang ao tren mang (hien tuang tai lap trung gian duOi clang thirc mai) va xuat hien them Catalgue MP3 nhu la mot trung gian bat bu6c trong kenh phan ph6i chit khong chi don thuan la mot ding cu thuan tu5r (hien Wang them trung gian). Ngoai To, trong mo hinh phan ph6i mai nay, quyen lua chon cua khach hang da ducfc ma rOng clang ke. Khach hang có the tai to trang chit cila ban nhac hoac cua cira hang ao hoac tir catalgue MP3 mot s6 bai hat dm ban nhac ma minh ua thich duOi clang tep chi lieu MP3 a nghe thin, sau do co the dat mua bang dla nhac do qua catalogue MP3, hoac tir cira hang ao, hoac tai trang chit cua dai IS, ban buOn hoac tir trang chit cila hang phat hanh. Viec them, bat hay tai lap cac trung gian phan ph6i mai chi mang tinh chat tuang d6i va mo hinh cac kenh phan ph6i se khong gi6ng nhau d6i vela cac san pham, nganh nghe vi con phu thu6c vao th6i quen mua hang va vao tuomg quan luc lugng san xuat va phan ph6i cila mat hang cu the do.

3.2.4.4. Chinh sach xuc tien thuang mgi trong marketing dien ter

Xuc tien thucmg mai trong thucmg mai dien tir la cach thirc dung cac phucmg tien dien tir a giai thieu, rntri chao, cung cap thong tin ve san pham hang hoa hoac dich vu cua nha san xuat den nguei tieu dung va thuyet phuc ho chon no. Thong qua cac cong cu cua thuang mai dien to nhu thu dien tit, cac Website... doanh nghiep tien hanh giai thieu, quang cao ye san pham cting nhu uy tin, danh tieng cua doanh nghiep, dac biet la xay dung hinh anh doanh nghiep cho nhang nguoi thuerng xuyen truy cap Internet va trao d6i thu tit dien tit.

Xuc tien thuang mai trong thuang mai dien tir thuc chat la each thirc cac doanh nghiep van dung cac kha nang cila Internet nham mkic dich cu6i ding la phan ph6i ducic san pham hang hoa hay (Lich vu den thi tnrOng tieu thu.

Xuc tien thuang mai trong marketing dien tir con lien quan tai viec xay dung, quang ba thucmg hieu cho website cua doanh nghiep. Hau het cac

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cong ty sir dung quang cao trgc tuyen au da sir dung cac ding cu quang cao truyen thong. De quang cao hieu qua nen sir dung phi hop cac hinh thirc vai nhau. Vi du, trong cac quang cao tren bao, tap chi... nen dua dia chi website cua doanh nghiep vao do. Quang cao clang banner la met trong cac hinh thdc quang cao dien tir ph6 bien hien nay. Ngoai ra con co nhieu hinh thirc quang cao khac nhu pop-up, thu dien tir.... Duai day la met se hinh thirc quang ba doanh nghiep cling nhu sari pham cua minh trong mei truang mang:

Banner Ads: la 6 quang cao hinh chd that dugc dat tren cac trang web, c6 dang tinh hoac deng, lien ket an met trang web chira cac nOi dung thong tin dm quang cao. Khi nguai xem nhap chuOt vao 6 quang cao, trang web quang cao se dugc ma ra a nguai xem then d'Oi cac thong tin quang cao trong do. Cac quang cao nay c6 the dap irng muc tieu cung cap thong tin hoac thuyet phpc khach hang mua sat pham, dich vu. Nhang banner quang cao ban dau dugc thiet ke duOi clang anh GIF va dugc tai ve cling trang web va gill nguyen trang thai cho an khi nguai xem chuyen sang trang khac. Hien nay, cac banner dugc thiet ke tinh to hcm, co the to thay d6i trong khi trang web van gift nguyen nham thu hiit sir chu cua nguari xem bang nhimg hinh anh dOng.

Pop-up: day la clang quang cao dugc the hien duai dpng met cira s6 mai khi nguai sir dung ma met trang web nao do. Cira se nay khong c6 cac nOi dung va hinh thirc giting met trang web thong thuang ma chi chira duy nhat nOi dung quang cao. Cach duy that de thoat khoi cira se pop-up nay la kich vao nut &Mg cira se nay a g6c tren, ben phai. Nhieu nguai sir dung rat khong thich kieu quang cao nay. Dac biet la khi cac cira s6 pop-up lien tuc xuat hien khi &Mg met trang web nao do. Neu nguai sir dung khong thao tac nhanh, cac pop-up hien ra lien tvc c6 the clan an treo may tinh. MOt dang quang cao, it gay bye minh hcm cho nguai sir dung la pop-up behinds, tirc la cira se quang cao dugc hien ra nInmg nam a phia sau trang web ma nguoi sir dung ma. Nguai sir dung c6 the thin thay cira se nay khi dong trang web lien quan den pop-up. Theo nghien cal cim hang to van phucmg tien tang tac Anh nam 2004, quang cao clang pop-up khong chi gay buc minh d6i vai nguai dung ma con tao ra su thieu thien cam ciia nguai dimg dei voi cong ty dang quang cao. Bat chap kat qua nghien cull den, nhieu

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doanh nghiep van tiep tuc sir dung quang cao dang pop-up de thu but su chit S, cua nguei sir dung.

Queing cao qua email: la cach sir dung thu dien tir giri truc tiep an nhung khach hang tiem Wang. Phucmg phap nay neu lam dung se to thanh hinh thirc giri thu rac (spam). De tranh bi coi la thu rac, tnrorc khi gui nOi dung quang cao, nguoi giri can c6 bien phap de biet dugc ngu6i nhan co dog y nhan cac thu quang cao nay hay khong.

Quang cao qua cac cong cu tim kiem (search engine): la cach clang 14 teen cac ding cu tim kiem de nguoi sir dung khi tim kiem cac nOi dung lien quan thi nOi dung quang cao se xuAt hien.

Diing kj5 vim cac cling thong tin thuong mgi difn la cach dang 14 vao co so di/ lieu thanh vien trong cac cling thong tin dien tir. Khi khach hang tim nang tim kiem tren co so dir lieu nay ve cac nOi dung lien quan, kha nang tim thy cling ty se cao hcm so vai viec dang ky teen cac cling cu tim kiem ph6 th8ng.

Ngoai ra doanh nghiep co the sir dung them hai hinh thirc sau de quang ba website cua minh:

Quiing cao lan Ida (viral marketing): la hinh thirc giri kem theo thong diep quang cao nhQng thong tin hAp clan d6i voi khach hang nhu buu thiep dien tir (e-card) hay phan mem mien phi... a tao d6ng hit cho khach hang giri tiep nhilng thong diep nay cho doanh nghiep be, nguoi quen cua minh. Nhu vay, chinh nguoi nhan se la nguoi tiep tuc phut tan cac quang cao cua cong ty di rang hcm.

Su kin true tuyin: la hinh thirc t6 chirc cac su kien nhu cuOc thi, d6 vui, pheng van tnic tuyen tren website cua doanh nghiep de thu hitt nhieu nguoi tham gia va biet an website.

Quong ba website doanh nghiep qua thw dien ttr: day cting la m6t hinh thirc sir dung ph6 bien ma cac doanh nghiep thuong mai dien tir dang lam a Odd thieu doanh nghiep cua minh toi nguoi tieu dimg va d6i tac.

+ ifu diem: Ve nOi dung, thu dien tir c6 the truyen tai thong diep vori nhieu clang thong tin nhu van ban, hinh anh, am thanh... an khach hang mgt cach nhanh chong va chi phi th&p. Hon nfra, viec t6 chirc giri thu dien tir co the dugc tir d6ng hoa nhtf cac phan mem chuyen dung. Deng thoi, sir dung

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thu dien ter co the ca biet hoa n8i dung thong diep quang cao va chao hang nhat. n dung vao cac doan thi truOng lchac nhau, tharn chi den timg ca nhan.

Ve hinh thUc, thu dien ter c6 the dugc trinh bay dcp, thu but sir chit Si cita khach hang. Thu dien tit Bang trO thanh m8t phan khong the thieu trong viec tao lap va duy tri m6i quan he vii khach hang. Thu dien tir la cong cu hau hieu, ben canh cac phuang tien truyen thong khac, trong viec tang cumg hoat dOng xfic lien va ho trg kink doanh.

+ Nhugc diem: Khach hang ngay tang bao hoa vdd email quang cao. SO lugng thu dien ter dugc giri di vai invc dich quang cao ngay cang nhieu, trung binh 80% thu dien tir khach hang nhan hang ngay co muc dich quang cao trkrc tiep hoac gian tiep. Dieu nay khong chi giam hieu qua marketing ma con anh huomg den uy tin, hinh anh cua doanh nghiep khi gui thu quang cao ma khong CO dOng y cua ngudd nhan. De Ichac phut nhugc diem, co the lira chgn hinh thfrc gui thu dien ter opt-out, theo do, ngueri nhan c6 the thong bao cho nguOi giri de tir chi khong nhan th6ng diep quang cao tiep theo.

Qua day thay rang co rat nhieu hinh that quang ba gidd thieu san pham va doanh nghiep. Tuy nhien hieu qua chat luting quang cao trong moi truarig mpg van con la sigr hoai nghi cua doanh nghiep. Quang cao tren mang co nhieu hinh thirc da clang va hap can, tir cac banner dal tren cac website 16n den cac thu dien ter gui trtrc tiep. Theo thong ke, mirc d8 thanh cong cita marketing dien tir dugc the hien 'Ara ten hieu qua tac Ong den cac giai down mua hang dm khach hang. Tir khi khach hang nhan biet nhu eau thong qua giai clop quang cao den khi khach hang ra guy& dinh mua, tS,

le nay vao khoang 1 phan nghin. TS, le khach hang tiep tic quay lai mua hang tir cac quang cao teen mang tucmg dOi thap, do do nguoi ban can trien khai nhieu Men phap hoac nhieu dgt quang bd, Vic lien a tang kha nang thanh cong.

3.3. ifng citing marketing di0 tir trong hoat dOng xuAt nkap khiu

3.3.1. Khai iliac he thong cac Trade Points tren Internet di qudng cao

Trade Point hay "Tam diem thucmg mai n' la mOt sang Id& cua t6 chirc Thucmg mai va Phat trien dm Lien Hop QuOc (UNCTAD), nam trong

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Chuang trinh Hieit qua thuang mai (Trade Efficiency) va Thudn lgi hoa thuang mai (Trade Facilitation), sir dung nhitng lien be ve ding nghe thong tin trong hoat deng thuang mai not Chung va thuang mai qu6c to not rieng.

Met trong nhang mix dich ca ban dm Trade Point la cung cap met website lam trung tam tai do c6 tat ca cac thong tin phut vu hoat Ong kinh doanh nhu thong tin ve thi truemg, hang hod, dich vu, van tai, bao hiem, mai giai, cac quan he von ca quan quan ly nha nuac nhu hai quan, thud... Hcm nfra website nay ket n6i tai cac tam diem thuang mai khac a ma reng mang ludri th6ng tin ten town cAu. Thong qua tam diem thucmg mai, cac ca quan, t6 chirc lien quan de doanh nghiep, ca nhan chi can tidp can met dia diem (met cira) de cc!, dugc thOng tin thucmg mai town

Chuang trinh Trade point c6 ba chirc nang chinh:

- Cung cap cac dich vu kinh doanh, thuang mai.

- Cung cap cac dich vu thong tin thi truemg, tim kiem doanh nghiep hang.

- Ke n6i cac doanh nghiep voi nhau.

Doanh nghiep c6 the sir dung Trade point a tien hanh cac hoat deng tn.rac giao dich (pre-transaction) nhu lien lac, tim kiem doanh nghiep hang, thi twang. Sau do, neu thudn lgi cac doanh nghiep c6 the tien tai dam phan, ky ket va thIrc hien hop d6ng.

Tam diem thucmg mai dAu tien ten the giai dugc thanh ldp nAm 1992 vai sir tham gia dm 171 nuac. Hien nay co khoang 152 trade point tai 92 nuac teen the giai va con s6 nay dang tie!) tuc tang nhanh.

* Khai thcic cac "co. h(51 kinh doanh dien tee tren Internet

Ca hei kinh doanh dien tir hay ETO (Electronic Trade Opportunity) la met dich vg dugc nhieu doanh nghiep quan tam khi trien khai marketing dien tir. Nha dich vu nay, cac doanh nghiep co the tim kiem nguai mua hang, nguiyi ban hang hay phat hien ra nhu c'du thi truemg. Dich vu ETO dugc cung cap teen cac tam diem thucmg mai, san giao dich thuang mai dien tir hoc cac c6ng thuang mai dien tir. ETO cho phep cac doanh nghiep tham gia giri cac don Chao hang, hoi hang len met dia diem tren website va moi doanh nghiep ten khip the giai deu co the tiep can dugc thong qua Internet.

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ETO la mOt hoat dOng khd tieu Neu dm hau het cac tam diem thucmg mai (Trade point).

Day tlurc chat la mOt img dung cua thucmg mai truytn th6ng tren Internet khi dua cac yeu cau chao mua va chao ban len mang. Trong thucmg mai truyen th6ng, khi cac doanh nghiep mu6n chao ban (offer) hay chao mua (inquiry) thi phai thuc hien tren cdc pliucmg tien truyen thong nhu tivi,

bdo, tap chi, fax, din thoai hoac hOi chg, trien lam. Cac phucmg tien tren hien nay van con hieu qua, nhung Internet phat trien tao ra mOt phucmg tien mon, mOt ding cu mOi cho phep hall het doanh nghiep co the tham gia yeti chi phi re hcm, nhanh hon va hieu qua km hon.

3.3.2. Khai tithe cdc san giao dich thwong mgi dien tfr B2B

San giao dich din tir (Electronic marketplace) la thOt website, tai d6 nguoi mua va ngueti ban gap nhau, trao doi va giao dich. Trong giai. doan nay, c6 the thay cdc e-market place chua dugc phat trien rOng a dugc hieu la thi tnreng din tir von day du cac y nghia cua thi truang, nhung von nghia la mOt dia diem a cac nhu eau c6 the dugc ddp img, chg. din tir c6 nhfing uu the to lon han nhieu so von chg truyen th6ng.

Doanh nghiep c6 the sir dung e-market place a lien hanh:

- Gioi thieu, quang bd san pharn dich vu vi day la dia diem tap trung de nguoi mua va ban ten khip the gioi gap nhau

- Tien hanh cdc giao dich din tir tren cac e-marketplace, do e- marketplace tap trung dugc nhieu quan he gifra ca nhan, to chirc va chinh phO va c6 kha nang dau to de cung cap cac giai phdp bao mat, thanh todn ho trg cho cac giao dich din tir cua doanh nghiep.

Danh sach mOt s6 e-market place (c6ng B2B) c6 the tham khao tren Yahoo hoac Google tai cac B2B hay Business Directory.

3.3.3. Tim hilu thong tin thi truang qua So* giao dich hang hod tren Internet

So giao dich hang hod la mOt trong nhung t6 chirc giao dich mua ban hang hod c6 truyen nhat trong thucmg mai von nhieu ten ggi: commodity exchange, commodity market, corn exchange... Day la non nguoi to tien

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hanh cac giao dich mua va ban hang hoa vai khi lugng 16m, nhfing loai

hang hoa co pham cap r6 rang nhu kim loai, ngii c6c, ca phe, cao su... Viec mua ban a day lien hanh theo nhang quy the chat the th6ng qua nhitng nguai moi giai do sa giao dich hang hod chi dinh.

So giao dich hang hoa the hien tap trung quan he cung cau ve mat s6

mat hang trong ttng thai gian nhat dinh. Gid ca tai cac sty giao dich hang

hod dugc cac doanh nghiep coi la tai lieu tham khao ve gid ca hang hoa ten

thi tnremg the giai. Nguyen nhan ca ban la s6 lugng hang hod dugc giao

dich ten cac thi truang nay thuang rat 16n. Tra ngai 16m nhat d61 vai cac doanh nghiep khi muen tan dung ngutm thong tin nay la khoang cach, tiled gian va chi phi.

Vai su phat trien cila Internet, cac se( giao dich hang hoa dugc (mg

dung cong nghe thong tin va Internet da thuc su tra nen de tiep can han d6i vai cac doanh nghiep ten khap the giai. Cac doanh nghiep lan nho, a moi

ncri, moi luc deu CO the tiep can cac sa giao dich hang hod de khai thac, theo dOi cac thong tin thi truemg, gid ca, khi lugng giao dich, xu hu6mg va kha

nang bien clang. Han nita, cac thong tin dugc cap nhat thuemg xuyen 24 gier

trong vOng 7 ngay, chi tiet hcm, day dir hon. Khong chi khai thac, theo d'Oi thong tin, quan tong han cac doanh nghiep co kha nang tham gia thuc hien

cac giao dich thong qua Internet nhanh hcm, hieu qua han cac phucmg phap

truyen

Doanh nghiep c6 the tham khao cac thong tin thi tut:mg tai cac website

cua nhung sa giao dich hang hoa lan tren the giai nhu:

- SO giao dich hang hod Chicago: http://www.cme.com

- SO giao dich hang hod Chau Au: http://www.euronext.com

- SO giao dich hang hoa Tokyo: www.tocom.or.ip

- SO giao dich hang hod New York: www.nymex.com

3.3.4. Tim kiam thj trtrOng vit dal ttic tren Internet

M6t muc tieu cua cac to chirc hien nay la lam sao frng dung ding nghe

thOng tin de khuyech tnrcmg va ban dugc san pharn. Lam the nao de khuyech trucrng website cua ding ty ten mang Internet? Dua ten website

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vao cac ding cu tim kiem, dang ky vao cac trade point, cac e-marketplace, cac danh ba doanh nghiep, trang yang, trang tang dien tir de giai thieu san phdm dich vu cua minh, giai thieu tren cac trang web ve hOi chg, trien lam la mOt s6 cac bien phap co ban, hieu qua, nhanh va tiet kiem chi phi de dat muc tieu nay.

Muc tieu tiep theo la lam sao c6 the tim nguai mua hoac cung cap thong qua Internet tai cac thi tnrang cu the theo khu vvc dia 1Sr hoac theo cac nganh hang, mat hang ma doanh nghiep quan tam. Truck day, hang nam mOt s6 qu6c gia c6 xudt ban Danh ba cac ding ty xudt nhap khdu, tuy nhien de cac doanh nghiep vira va nhe c6 the tie') can va sir chin con nhieu han che. Ngay nay, Internet va Web da g6p phAn giai quy& van de nay mOt cach hieu qua thong qua cac danh ba tren web. Co ba loai danh ba kinh doanh tren web, loai mOt chira danh muc cac danh ba kinh doanh teen the giai, loai hai la cac danh ba kinh doanh town cdu hay qu6c to va loai ba la danh ba kinh doanh cua tong mac. Vi

Lotti 1: Danh ba cua Trung tam thucmg mai the giOi: http://www.intracen.org. Tai day c6 danh ba cac cong ty va cho phep Bang ky cac co hOi kinh doanh, dugc chia theo ca nganh hang va khu vvc dia 15r, d6ng thai c6 nhang lien ket den cac danh ba khac.

Lowi 2: Danh ba cac doanh nghiep Chau Au, cung cAp thong tin dm hcm 500.000 cong ty tai 36 nuac, dia chi: www.europages.com. Danh ba c6 le la mOt trong cac co sa dit lieu lan nhdt ve cac ding ty la Kompass International Database, cung cAp thOng tin ve khoang 1,5 trieu cong ty tren 60 nuac va 23 trieu san phdm, phan chia theo khu vvc dia 15, va mat hang. Dia chi: www.kompass.com . WLW online, dia chi http://web.wlwonline.en ,

giori thieu 240.000 cong ty cung img c6 tiem Wang tai 10 nuac. World Trade Association, dia chi http://world.vvtca.org/ g6m 300 thanh vien 6. 180 nuac, cung cAp danh ba g6m 140.000 nha xudt nhap khAu va cac doanh nghiep lien quan.

Lo3i 3: Danh ba cac doanh nghiep cua cac nuac cu the, vi du danh ba cac cong ty cua Nhat http://english.itp.ne.ip , Hoa KS, : http://superpages.net ,...

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3.3.5. Hg thong thiing tin xfic din thirang mgi tren Internet

Hog dOng ho tra thucmg mai, Vic tien thucmg mai, , phat trien thucmg mai la mot ding viec ma cac to chirc qu6c te, cac quoc gia, cac ph6ng thucmg mai va doanh nghiep, hiep hOi nganh nghe.... da va dang lien hanh tir nhieu nam nay. Cac dich vu chinh co the bao g6m:

- Th6ng ke ve hog dOng san xuat, ngoai thuong cua cac nu6c

- Th8ng tin ve cac quy dinh thuong mai qu6c to cua cac nuac, cac khu vtrc

- Thong tin ve cac quy tac y te, an toan, chit luting lien quan den ngoai thucmg

- Thong tin ve diu thau

- Thong tin ve danh muc cac nha xu lat khiu, nha nhip khiu, cac t6 chirc lien quan den thucmg \mai

- Cung cap cac tai lieu gioi thieu ve kinh t6 va thucmg mai cac nuac, huang dan kinh doanh vai tong thi tnramg cu the

- Th8ng tin ye gia ca hang hoa

- Thong tin ho tra thiet lip quan he doanh nghiep hang, tra giup cac cong ty nuac ngoai tiep can vai doanh nghiep trong nuac

- Thong tin ve cac hOi chg, trien lam qu6c te, str kien kinh te tren the giai

- Gioi thieu cac chao hang, hoi hang, cac ca hOi kinh doanh

- Thong tin ye yin tai hang hoa

- Thong tin ye cac ky thuit marketing qutic te, tap quan thucmg mai quoc t6

- Huang an ky thuit nghiep vu ngoai thucmg

- Cac yin de ye phap 1.y, trong tai lien quan den thucmg mai quOc to

Khong phai tai m9i t6 chirc mac tien thucmg mai, doanh nghiep deu c6 the tim duqc cac thOng tin tren, tuy nhien qua nhieu t6 chirc doanh nghiep c6 the tong hap duac nhilng thong tin thi truang minh quan tam. Cac t6 chirc xuc tien thucmg mai cong thuang co str lien he vai nhau de doanh nghiep co the tim kiem thong tin day du va de dang han th6ng qua cac lien ket ten cac website vori nhau.

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3.3.6. Cele website thong tin mic din thwong mfti then hinh

* Website caa cac to chew xfic tien thuang mai clic: Chinh pha

Feau het cac chinh phu Teti có hoat dOng h6 trg thuong mai. Vi du, tai My, có the tim hieu tai website cua BO Thucmg mai My: www.usatrade.gov hoac http://www.ita.doc.gov ; BO Nong nghiep My: http://www.usda.gov ; Hip hoi cac nha xuat nhap khau my (AAEI) http://www.aaei.org . Tai Singapore, có the tham khao cac thong tin hti troy thucmg mai tai BO ding nghiep va thucmg mai Singapore: http://www.mti.gov.sg ; Website cua HOi ding phat trien thucmg mai Singapore: http://www.tbd.gov.sg . Tai Nhat ban, T6 chirc xuc tien ngoai thuang cua Nhat (JETRO): www.jetro.go.ip •cung cap cac thong tin xiic tien thuong mai qu6c t6.

* Website caa Lien cloan cac to chicc thuang mai quac to (Federation of International Trade Associations) tai website http://fita.org. Tai day co thong tin ve tAt ca cac website xuc tien thuang mai dm tAt ca cac nuOc, khu Arc va dugc phan chia theo tirng nganh hang.

* Website caa cac Phong thuang mai tren the gi&i.

Cac phong thucmg mai teen the gidd la nai huong clan cac doanh nghiep, nhat la doanh nghip xuat nhap khau, cung cap cac thong tin ci-mg nhu cac huang clan de doanh nghiep tham gia thi truamg, phat hien, tip can khach hang, cung cap cac thong tin, huong dan, h6 troy de doanh nghiep tham gia hOi chg., trien lam... Co the tham khao website cua mot s6 phong thuang mai din hinh nhu:

- Phong thuang mai qu6c to tai Paris: http://www.iccwbo.org ;

- Phong thucmg mai My tai New York: http://www.uschamber.org;

- Phong thucmg mai qu6c t6 Singapore: http://www.sicc.com.sg

- Phong thuong mai va ding nghiep N11'4 ban: http://www.icci.or.jp

* He thong cac to chicc khuyen khich nhap khciu

MOt s6 nuac phat trien có chucmg trinh xuc tien nhap khdu tir cac nuot Bang phat trien. Vi du nhu: Thvy Sy có chuang trinh khuy6n Ichich Map khau SIPPO, dia chi tai http://www.sippo.ch ; Dan Mach có Van phong Phat trien nhap khdu tir cac nuac clang phat trien DIPO, dia chi tai: http://www.dipo.dk.

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* Cac to cluir ha trq doanh nghiep vita va nho tren thi gio i

He th6ng cac t6 chirc nay dugc phat trier de hti trg cac doanh nghiep vira va nhO nghien ciru thi tnKrng, tham nhap thi truong, phat trien san xuAt va xuAt khAu. Hiep hOi cac doanh nghiep vira va nho TG WASME, tai: http://vvww.wasmeinfo.org

* Cac hiep hoi nganh ngh"

T6 chirc cac Hiep hOi nganh nghe hoat dOng tren the gieri tir nhieu nam nay, tai day cac doanh nghiep lien ket v6i nhau theo nganh nghe, hcfp tac ho trg nhau trong viec tim kiem thong tin, ma rOng, bao ve thi truing va bao ve lqi ich cua cac thanh vien. Day la hinh thirc kha ph6 bien cua cac nuac, khong c6 nuac nao khong CO cac hiep hOi nganh nghe. V6i su phat trien cua Internet va nhang lgi ich khong the phil nhan dugc cua n6, nhieu Hiep hOi nganh nghe da phat trien cac website rieng cua minh de hoat dOng hieu qua hon. Cac doanh nghiep co the lien he truc tiep vai cac hiep hOi nganh nghe de tim hieu khach hang cita minh. Lien doan nhang ngueri cung cap do nOi thAt vvww.holzhandel.de

* Cac to chirc qua c to va khu vac

+ Khtii mau dich to do Bic MY: http://www.nafta-sec-alena.org; http://www.mercosur.org.uv

+ Hiep hOi cong nghiep va thucmg mai Carribe: http://www.comesa.int

+ Hiep hOi cac nuac Dong Nam A: http://www.aseansec.org

+ US, ban kinh to xa hOi Chau A - Thai Binh Ducmg: http://unescap.org

+ US, ban kinh to xa hOi Chau Au: http://europa.eu.int

+ Khu vuc thi Trung Dong va Nam Phi: http://www.comesa.int

+ Cac t6 chirc qu6c to khac nhu: FAO, WTO, IMF, WB...

3.3.7. mpt so van rte can kru y khi ting dyng marketing dren ter

* Dthu kien d'J dm hang B2C thanh tong

Co nhieu dieu kien de mOt dm hang thucmg mai dien tir ban le (B2C) thanh cong, tuy nhien, cac dieu kien co ban thuang la:

Thuang hieu manh: Dell, Sony, eBay, Cisco

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Uy tin dugc dam bao: Ford, Charles Shwab, Amazon

Kha nang s6 hoa: phAn mem, am nhac, phim

Gia cao: thik bi dien tit, van phong

Tieu chan hoa: sach, CDs, ye may bay

Hang (tong goi: hoa, qua tang

* Cac tieu chi danh gici mat gian hang B2C

Khi xay di,mg mOt gian hang thumg mai dien tir, doanh nghiep co nhieu tieu chi a danh gia, tuy nhien, mo hinh 7C dugc coi la mo hinh danh gia kha town dien caz yeu t6 co ban dm mOt gian hang thucmg mai dien dz.

NOi dung (Content)

Hinh thirc (Context)

Lien ket (Connection)

Khach hang (Community)

Giao dich (Commerce)

An toan trong giao dich (Communication)

Ca biet hoa (Customization)

* Nguyen nhan thcit bgi ceca ccic hogt clang marketing dien ter

Co the thy trong marketing dien tir co nhieu ding ty thanh cong nhang ding khong it ding ty thk bai. Nhang thk bai nay do mOt s6 nguyen nhan kha dien hinh, cu the:

Coi nhe mtic tieu loci nhuAn

Coi nhe dich vu khach hang

Chi phi xay dung thucmg hieu qua lan

Khong du v6n a duy tri den theyi diem hoa v6n

Website khong hieu qua, khong hAp clan

3.3.8. Nhiing hru khi vein dyng marketing dien tit trong xuat nh(ip khan

Hoat dOng E-Marketing tai Viet Nam hien nay mai chi a mac dO E- marketing trong giai doan website giao dich, tire la cac doanh nghiep Viet

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Nam mm chi sir dung website va cac phucmg tien dien tir khac chu yeu nharn muc dich lien hanh quang ba thucmg hieu va san pham, cung cap thong tin ve san pham dich vu cho khach hang, phan 16m la loai hinh quang cao trIrc tuyen nhung dich vu nay ding khong dem lai hieu qua kha quan. Theo mot chuyen gia ve quang cao trirc tuy6n tai Viet Nam, tong doanh thu tir quang cao true tuyen tai Viet Nam mai chi dat khoang 15 den 20 tS, ding mOi nam, trong dO VnExpress chiem tai 60% 1121 .

Cling vii xu the hOi nhap, nha mac to dang tong buac hoan thien ca so ha tang cong nghe, phap 17 de tao diet' kien tot nhat cho cac doanh nghiep có the hOi nhap vai xu the phat trien dm the gioi va cling vii no lvc cua nha nuac, ban than cac doanh nghiep cling dang timg buck thay d6i nhan thirc cho phii hop vii xu the mai. Viec dp dung thuong mai dien tir not chung va hoat ding Marketing dien tir not rieng chinh la mot no hrc dien hinh cim nha nuac va cac doanh nghiep Viet Nam trong qua trinh hOi nhap nen kinh to the gioi.

Theo mOt nghien ciru cua cac doanh nghiep xuat nhap khau ye e- marketing, ten 35 doanh nghiep xuat nhap khau: phan 16n cac doanh nghiep tham gia vao nghien ciru la doanh nghiep vira va nho (70% doanh nghiep co s6 nhan vien dual 100 nguoi), nhung tham gia vao linh vi,rc xuat nhap khau da lau. Gan 30 % doanh nghiep CO kinh nghiem xuat nhap khau ten 10 nam. ye loai hinh so him doanh nghiep co 43% la cong ty trach nhiem him han va doanh nghiep to nhan va 57% cac doanh nghiep xuat nhap khau da co 1)0 phan chuyen trach ye marketing. Ve_cac hoat ding E-marketing da tien hanh, thi 54% doanh nghiep da quang cao qua mang Internet, 45% doanh nghiep thuong xuyen tim kiem khach hang qua mang, 37% doanh nghiep nghien ciru thi truimg qua mang Internet. Ngoai ra, cac hoat dOng khac nhu Vic tien ban hang qua mang, ban hang qua mang, thanh toan qua mpg... cling duac cac doanh nghiep van idling, mac du tS, le chua cao.

ye chi phi cho hoat dOng E-marketing, phan lam doanh nghiep (chi& 45%) chi dual 5% cua doanh s6 ban hang, 28% doanh nghiep chi tir 5-10% doanh s6 ban hang. Nhu vay, phan 16m cac doanh nghiep xuat nhap Id& chi

[121 http://www.chungta.com/DesIctop.aspx/CNTT-VT/Marketing TrucTuyen/Ouang cao online Vietnam

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cho hoat dOng E-marketing duai 10% doanh thu ban hang. Dieu nay ding phit hgp voi quy dinh chi tieu dm BO Tai chinh Viet Nam. Ca biet, ding c6 6% doanh nghiep chi tren 30% doanh s6 ban hang cho hoat dOng E- marketing.

Phan len cac doanh nghiep da chuan bi sari sang cho viec img dung e- marketing, 97% cac doanh nghiep c6 hart 50% nhan vien sir dung thanh thao may vi tinh trong ding viec hang ngay. Lien quan den trinh de sir dung cac img dung dm Internet trong doanh nghiep,. 62% doanh nghiep thanh thao trong viec giri va nhan email ding nhu tim kiern cac thong tin ten mpg. Tuy nhien, chi c6 22% doanh nghiep thanh thao cac thao tac quang cao va giao dich qua mang clang nhu sir dung thanh thao cac phan mem img dung trong quan tri ban hang qua mang. Ty le nay ding hop ly, khi ma hien nay viec ban hang qua mang cua cac doanh nghiep xuat nhap khau nhin chung chua ph6 bien.

Mac du cac doanh nghiep than thirc dugc viec van dung E-marketing vao nang cao hieu qua kinh doanh cua doanh nghiep va dau to thich dang cho hoat dOng nay, nhung dieu dang lo ngai la trinh dO ngoai ngit cua the nhan vien cua doanh nghiep chua cao. Theo thir to danh gia cua cac doanh nghiep xuAt nhap khau trong nghien ciru nOi ten, 34% doanh nghiep cho rang c6 rat it ngu&i sir dung thanh thao ngoai net b cong ty minh. Ben canh do, 22% doanh nghiep cho rang cong ty cua h9 co nhieu nguoi thanh thao ngoai ngu nhtmg cong viec cita h91ai khOng lien quan gi toi marketing clang nhu E-marketing. Chi co 25% doanh nghiep cho rang nhan vien kinh doanh cua h9 thanh thao ngoai net trong cong viec va giao tiep.

Dieu dang mimg la c6 68% doanh nghiep co website rieng cua minh va hang ngay cap nhat thong tin ten website. Khi danh gia ve hinh thirc va thiet ke website cua doanh nghiep minh, 37% doanh nghiep d6ng St rang website dugc thiet ke chuyen nghiep ca ve nOi dung, hinh thirc va dam bao cac yEu t6 ky thuat an toan cho giao dich. MOt be phan 16n doanh nghiep thi lai cho rang website cua h9 chi la ncri cung cap thong tin ve san pham, chir khong chti trong toi van de thiet ke. Tuy nhien, khong c6 doanh nghiep nao ding St vOi nhan dinh website cua doanh nghiep h9 chi la ncri cung cap dia chi va dien thoai cua doanh nghiep.

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Dieu nay chimg tO, it nhieu cac doanh nghiep cong da nhan thirc va quan tam hcm ten nOi dung dm cac website. Khi danh gia ye cac chirc nang E-marketing duoc thuc hien thong qua website, cac doanh nghiep deu ding St rang, day la noi cung cap thong tin ve san pham, doanh nghiep, ding thin la kenh giao (Lich vai khach hang. Ben canh do, it co doanh nghiep ding St

vai nhan Binh website cua doanh nghiep la kenh ban hang truc tuy'en vii day du cac chirc nang

Tom lai, mire dO img dung thuong mai dien tir va E-marketing cua cac doanh nghiep Viet Nam da c6 nhieu net khoi sac, nhung nhin chung doanh nghiep ding chi mai dimg a mirc dO quang ba thucmg hieu, giai thieu san pham va trao doi thong tin bang cac phucmg tien dien tir. CI cap cao him, viec giao dich va ky hap ding bang cac cong cu dien tir ding duqc mOt so doanh nghiep img dung, nhung con so nay chua nhieu. Trong giao dich vai cac dii tac nuac ngoai, doanh nghiep co the sir dung nhieu him hinh thirc trao d61 bang thu dien tir, tuy nhien vai giao dich trong nuac doanh nghiep van c6 xu huang sir dung giay t& truyen thing. Dii vai khach hang la ca nhan, mOt so doanh nghiep da ban hang qua mang, thOi quen mua hang truyen thing cila nguoi Viet Nam chua tao co hOi cho cac dich vu nay phat trien. Chinh vi vay, nhieu doanh nghiep danh gia van can thin gian (tang ke de thoi quen tieu dung va tap quan kinh doanh trong xa hOi co su dieu chinh ttrcmg

3.4. Phan tich bai tap tinh hang

Bai 1: Chin 1 cong ty, phan tich va danh gia website cua cong ty nay. So sanh vai 2 website cong nganh khac (1 tai VN va 1 cim nuac ngoai), danh gia hog ding Marketing dien tir cua cac website. De xuat cac giai phap nang cao hieu qua img dung Marketing dien tir cho cong ty cua Viet Nam.

Bki 2. Chin 1 cong ty XNK, chin 1 thi truang nuac ngoai tiem nang, hay tim 3 website, qua da doanh nghiep co the tim kiem cac doi tac kinh doanh mat hang cong ty dang muin xuat hoac nhap khau. Tai mOi website hay tim it nil& 3 cong ty nhu vay va bao cao ket qua tim kiem (ten, dia chi, dien thoai, fax, email, website).

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Cau hoi on tap

1. Marketing dien tir la gi? Neu mOt vai hinh thirc dm marketing dien

2. So sanh marketing dien tir vai marketing truyen th6ng.

3. Neu nhfing lqi ich cua quang cao ten website. Cho biet mOt vai website ph6 bin tren the giai va tai Viet Nam cho phep doanh nghiep quang cao mien phi.

4. Cho biet Marketing dien tir n'am trong giai down nao dm qui trinh thuong mai dien

5. Trong thuong mai dien tir, Doanh nghiep can phai lam gi de )(ay dung thucmg hieu?

6. Dung cong cu 7C a danh gia website cua mOt cong ty thucmg mai dien tix thanh ding ten the giOi va tai Viet Nam.

7. Neu mOt s6 cl4c diem cila he th6ng Tradepoint teen Internet.

8. Neu mOt vai cach thirc marketing dien to ma cac doanh nghiep thucmg mai dien tir Viet Nam Bang trien khai.

9. So sanh 4 chitin lugc marketing trong marketing hang boat (mass marketing) va marketing ca biet tai timg khach hang (one-to-one marketing)

10. Neu cac cach thirc ma doanh nghiep thucmg mai dien to tien hanh

de quang ba website cua cong ty.

Tkuat ngfr

Marketing din tir: qua trinh lap ke hoach ve san phArn, gia, phan ph6i va xirc wen d6i vai san ph'am, dich vu va y tu .ang a dap img nhu cau cua t6 chirc va ca nhan - dua tren cac phucmg tien dien tir va Internet

San phAin cot loi: nhu c'au ve mOt san phAm cu the

San phAin hqn time: nhang san pham mai hoan toan chi co sau khi ph6 cap internet vi du: thu dien tir, website, catalogue dien tir, bao dien tir,

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forum, chat, video chat, trO chai dien tir tren mang, dign dan de chia xe phAn mem, cac mo hinh kinh doanh dien tir

San phim 136 sung: Dich vu sau ban hang, cac dich vu cong cua nha nuac; thu thue teen mang; dao tao teen mpg; dich vu ngan hang di8n tir

Phat trien san pham npfri: sir dung Internet va Web de thu th4p y kien khach hang ve cac san phAm moi

Chien ltrcyc xtic tien ban: Vic tien thucmg mai trong thucmg mai di8n tir la cach thirc dung cac phuang tien di8n tir de giai thi8u, mm chao, cung cap thong tin ve san pham hang hod hoc dich vu cua nha san xuAt den nguoi tieu dung va thuyet phuc ho chon no

Coupon: phieu giam gia

Chien hrqc yem trq: xitc tien va ho tra kinh doanh

Trade Point hay "tam diem thtrang mai": mot sang kien cua t6 chirc Thuang mai va Phat trien dm Lien Hop Quec (UNCTAD), nAm trong chuang trinh Hi8u qua thucmg mai (Trade Efficiency) va Thuan lqi hoa thuang mai (Trade Facilitation), sir dung nhitng lien bO ve ding ngh8 thong tin trong hoat dung thuang mai not chung va thucmg mai qu6c to not ri8ng.

h§i kinh doanh din tir hay ETO (Electronic Trade Opportunity): mot dich vu ducic nhieu doanh nghi8p quan tam khi trien khai marketing di8n tir.

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