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TRNG H THNG MI GV: NGUYN HONG GIANG
LI M U
Trong x hi hin !i "h#ng "in $%#n &i'n (i )* +,- -./ nh." $i0n
"1-2 34- 56n /h78 89i $i0n "1- +,- + r "h; "r+ng
$%#n "r*n ng./ )9i -4- h?nh "h@- ng* -*ng B!ng2 Trong ChDi $+,ng "h#ng
"in Ch(ng $E F $*8 "h' n*o 56n /h78 - -#ng " -F "h "h% h>" 5 -h> J
- Ch4-h hng 81- "i0%2 M" 56n /h78 )9i nhi=% "Knh nLng 89i Ci% B4ng
/ gi4 -6 h/ BPn )* 8" C0nh /hQn /hDi "D" "!o i=% Cin "D" Ch4-h
h*ng "i'/ x>- )9i 56n /h78 $* -h+ 2 h4-h h*ng $%#n -Sn "h#ng "in
nh+ng "h#ng "in nh+ "h' n*o $* h% K-h )* $*8 "h' n*o "r%=n "in 8"
-4-h hi% %6 nh"2
Ng* n -4- nh* %6n "r; ng* -*ng nh.n "h )i "r %n "rWng -
-4- ho!" ng x>- "i'n hXn h,/ "rong 8rC"ing hi0n !i2 34- -#ng "
B*nh 8" /hSn $9n "rong ngQn 54-h - 8?nh -ho ho!" ng %6ng -4o
Ch%'n 8!i x>- "i'n &4n "( -h@- 5 Cin 8rC"ing "r- "i'/2 V* hi% %6
8* -h>ng 8 $!i -F "h "h +,- % 8@- "Lng "r+Zng "rong Bonh 5D &4n
)* "4- ng 'n hKnh 6nh - -#ng " "rong -68 nh.n - ng+- "i'n
hXn h,/ )* xQ Bng +,- h?nh 6nh "D" p ca cng ty )* ni=8 "in Di)9i -4- 56n /h78 "i0% B[ng - hng "rong "Q8 "rK ng+
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8/10/2019 Phn Tch Chin Lc Xc Tin Thng Mi Ca Sn Phm Xe AirBlade V a Cc Gii Php
2/26
thng mi ca sn phm xe AirBlade v !a c"c gii ph"p#$Di "+,ng
$* x 84 Aire$B )* "" -6 -4- ho!" ng x>- "i'n hXn h,/ -F $i0n %n
'n Bng x n* "rong nL8 f^^c2 M1- "i0% Chi $ -hWn = "*i n* $* + r
nhng 4nh gi4 )= "?nh h?nh "h- hi0n -hi'n $+,- x>- "i'n "h+ng 8!i -hoBng x n* )* " c th xut nhng gii php gp phn
tng hiu qu h!t ng"
ti gm ba phn chnh :
%$ &c tin thng mi$
%%$ &c tin thng mi ti c'ng t( )*nda +i,t -am ch* sn phmAir Blade$
%%%$ ./ x01t gii ph"p nh2m ph"t h0( li th3 0 !i4m v 5h6c ph7c3
gii 80(t nh9ng t:n ti3 hn ch tr*ng chnh s"ch xc tin thng mi
ca )*nda ch* sn phm Air Blade$
;m xin chn thnh cm n
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8/10/2019 Phn Tch Chin Lc Xc Tin Thng Mi Ca Sn Phm Xe AirBlade V a Cc Gii Php
3/26
TRNG H THNG MI GV: NGUYN HONG GIANG
I. XC TIN THNG !I". #h$i ni%m &'c ti(n th)*ng m+i
>- "i'n "h+ng 8*i jTTMk $* "h%." ng x%" hin "rong Cinh "' hW- "
nhng nL8 S% - "h' Cl f^ -[ng )9i 5 h?nh "h*nh )* /h4" "rin - Ch4i
ni8 8rC"ing2 TTM gmn $i=n )9i ho!" ng - "h; "r+
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8/10/2019 Phn Tch Chin Lc Xc Tin Thng Mi Ca Sn Phm Xe AirBlade V a Cc Gii Php
4/26
jH3T`k )* Ch%'n 8!it2
T -4- ;nh nghv )* /hQn "K-h n0% "r0n -h>ng " -F "h i 'n C'" $%.n:
TTM $* 8" & /h.n %n "rWng Ch#ng "h "4-h r- "i'n "h+ng 8!i $* ho!" ng "h>- 7 "?8 Ci'8 - hi 8% &4n h*ng
ho4 )* -%ng @ng B;-h )1 &o gE8 ho!" ng Ch%'n 8i %6ng -4o "h+ng
8!i "r+ng &* gi9i "hi% h*ng ho4 B;-h )1 hi -h, )* "rin $8 "h+ng
8!i2
,. C$c chnh -$ch &'c ti(n th)*ng m+i
Ho!" ng x>- "i'n hXn h,/ "rong 8rC"ing $* 5 C'" h,/ "(ng h,/
-4- ho!" ng 5%:
_ w%6ng -4o
_ MrC"ing "r- "i'/
_ >- "i'n &4n _ w%n h -#ng -h>ng )* "%0n "r%=n
_ e4n h*ng "r- "i'/ -4 nhQn2
To*n & -4- ho!" ng x>- "i'n "r0n /h6i +,- /hDi h,/ !" "4-
B1ng "r%=n "h#ng "Di "9i ng+
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8/10/2019 Phn Tch Chin Lc Xc Tin Thng Mi Ca Sn Phm Xe AirBlade V a Cc Gii Php
5/26
TRNG H THNG MI GV: NGUYN HONG GIANG
Hi% nLng - -4- -#ng -1 x>- "i'n "h (i "[ "ho "h; "r+:
w%6ng -4o $* 8" "rong nhng -#ng -1 %n "rWng nh" - ho!" ng
-hi0% "h;2 w%6ng -4o -h%n -4- "h#ng "in -F 5@- "h%'" /h1- 'n -4- Ch4-h
h*ng 81- "i0% - 3#ng "2 3#ng "4- %6ng -4o i hyi 5 54ng "!o r"
nhi=%2 F $* 8" ngh "h%.": Ngh "h%." %6ng -4o2
3hi /hK -ho %6ng -4o r" $9n2 VK B1 Z Ho z -hi /hK -ho %6ng -4o
nL8 ]uu] $* ]f{d "l # $ "rong F: e4o -hK -hi'8 fd]| j^d "l # $k
"r%=n h?nh -hi'8 f]c| jfcd "l #a$
w%6ng -4o $* 8" /h+ng "in hX "r, m- $- -ho -!nh "rnh2
M1- K-h - %6ng -4o $* "h% h>" 5 -h> J - Ch4-h h*ng "h%'"
/h1- hW )= nhng $,i K-h 5 h/ BPn - 56n /h78 nhp8 "h (i ho- -ng
-D "h4i )* $ng "in "+Zng - ng+
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8/10/2019 Phn Tch Chin Lc Xc Tin Thng Mi Ca Sn Phm Xe AirBlade V a Cc Gii Php
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- w%'" ;nh )= /h+ng "in %6ng -4o2
_ /nh gi hiu qu ca qung c.
3. 450 c0 67i 89i 01ng c$2:
_ 68 &6o $+,ng "h#ng "in -o~ _ /m hp #23
_ /m t4nh php #23
_ /8 &6o "Knh ngh "h%."~
_ 68 &6o Eng & )* B!ng~
_ 68 &6o /h[ h,/ )9i Cinh /hK2
;. C$c ph)*ng ti%n 8 ?c ti(p:
a. #h$i ni%m: 5 B1ng -4- -#ng -1 "i'/ x>-j "h+ in "ho!ik Ch#ng -F
-on ng+A:
_ Th#ng "in 'n nhng nhF8 81- "i0%
_ Nhm- nhZ
c. Bh)*ng ti%n ma>?c ti(p: 3"$og T< ri Th+ x w%
&+% in
C. #h0(n m+i.
h%'n 8!i &o gE8 r" nhi=% -#ng -1 -( ng nhp8 CK-h "hK-h "h;
"r+
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8/10/2019 Phn Tch Chin Lc Xc Tin Thng Mi Ca Sn Phm Xe AirBlade V a Cc Gii Php
7/26
TRNG H THNG MI GV: NGUYN HONG GIANG
- Quyt nh v mc tiu khuyn mi
M1- "i0% Ch%'n 8!i r>" r " 81- "i0% 8rC"ing - &6n Di )9i 8Xi
56n /h782 Nhng 81- "i0% ri0ng - Ch%'n 8!i 5 "h (i "[ "ho $o!i "h;
"r+ 89i CK-h "hK-h &4n h*ng "rong 8[
)mng Ch4-h2
- Quyt nh chn cng c khuyn mi
3F nhi=% -#ng -1 Ch%'n 8!i Ch4- nh% nhp8 !" nhng 81- "i0%Ch%'n 8!i Ch4- nh% "[ "ho "h; "r+-
-h+ng "r?nh2
D. /0an h% cEng ch'ng 8 t05n t>0n.
NH\M ]^_ `ab cHd c
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8/10/2019 Phn Tch Chin Lc Xc Tin Thng Mi Ca Sn Phm Xe AirBlade V a Cc Gii Php
8/26
T%0n "r%=n $* 8" -#ng -1 "% -h+ B+,- x8 "rWng >ng 8@- "rong
ho!" ng 8rC"ing nh+ng #i Chi $!i -F "4- B1ng 8!nh !" hi% %6 -o
nh" $!i "Fn C8 K" hn %6ng -4o2
T%0n "r%=n $* 8" /hSn - Ch4i ni8 $9n hn F $* nhng %n h%Sn -h>ng jb%&$i- R$"ion5k2 w%n h )9i -#ng -h>ng - 3#ng " -F
nhi=% 81- K-h C -6 )i- "%0n "r%=n "D" $*8 Ln >ng mn %n "Q8 'n
5 /h4" "rin - ; /h+ng: "*i "r, -ho -4- /hong "r*o )Ln ngh "h "ho
-/ hW- &(ng -ho 5inh )i0n -4- "r+- "i'n &4n &4n h*ng -4 nhQn &o
gE8 nhng 8Di %n h "r- "i'/ gi ng+
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9/26
TRNG H THNG MI GV: NGUYN HONG GIANG
-#ng " A5in Mo"or Th4i `n )* T(ng -#ng " M4 in $- )* M4 3#ng
nghi/ Vi" N82
3#ng " +,- -/ gi /h/ S% "+ 5D ]}f]Gb ng* ff "h4ng { nL8
]uu{ : 56n x%" $m/ r4/ x 842 'n ng* ff "h4ng nL8 f^^} -#ng " +,-
nh.n Gi /h/ S% "+ i=% -hsnh 5D ]}f]Gb3 &( 5%ng -h@- nLng $m/ r4/
#"#2
Ng*nh ngh= Cinh Bonh: `m/ r4/ x n4 )* /h1 "[ng x 84 nhn
hi% HonB~ 6n %" )* $m/ r4/ #"# B+Fi u -hX ngEi2
?@n iu #. AB"C00"000 DEF
VDn S% "+: fu^2dfc2^d U
Ga ng . HIAC J t4nh +n thng A nm B00K$"
$ @ii thi,0 v/ sn phm C Air BladeD$
HonB Aire$B $* 56n /h78 x " g "h@ hi - -#ng " +,- $m/
r4/ "!i Vi" N8 +,- Cz )Wng 5 -hi'8 $vnh "h; "r+
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8/10/2019 Phn Tch Chin Lc Xc Tin Thng Mi Ca Sn Phm Xe AirBlade V a Cc Gii Php
10/26
Aire$B np8 Z nhng -hi "i'" Ch4 $! nh+: e?nh xLng - x +,- "hi'" C' Z
); "rK 89i "!o "h%.n "in Chi ( xLng 8* Ch#ng /h6i 8Z 0n x2 Nh< -h%n
&?nh xLng x%Dng B+9i 8* h/ ng E U_&oxt $9n B1ng )9i B%ng "K-h
]c $K" Z B+9i 0n x -F -hX 8q &6o hi8 )* -4- )." B1ng -4 nhQnCh4-22 Aire$B 5 B1ng ng - ]^-- "+ng " nh+ "r0n 3$i-C $*8 84"
&png h "hDng B%ng B;-h "K-h h,/ )9i nhng "Knh nLng 8* "ho HonB $* "i'"
Ci8 nhi0n $i% hn2 Aire$B gE8 8*% "rmng y n +,- r 8m" ng+
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8/10/2019 Phn Tch Chin Lc Xc Tin Thng Mi Ca Sn Phm Xe AirBlade V a Cc Gii Php
11/26
TRNG H THNG MI GV: NGUYN HONG GIANG
a. 'i(& &!nh
HonB $* 8" "rong nhng "h+ng hi% n(i "i'ng "r0n "h' gi9i: "rong
nhng nL8 % HonB +,- ng+ng "#i B;-h )1
Ch4-h h*ng $* -%ng -/ B;-h )1 "%" h6o x%0n 5%D" )*o nhng %=n $,i
- &i" -hs B*nh -ho Ch4-h h*ng MP% 8 56n /h78: HonB $%#n "h >i 8iu 6ng) mOu m )9i
-#ng ngh "i0n "i'n -h" $+,ng -o n "o*n2
E$'i(& yu:
o "h+ng hi% n(i "i'ng n0n -F nhi=% 56n /h78 Ch4- nh4i $!i 56n
/h78 HonB $*8 6nh h+Zng 'n h+ng hi% )* % "Kn - -#ng " "r0n "h;
"r+
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12/26
+,- 4nh gi4 $* "+ng +ng nh%2
Pn6a ang , 9t nhiu &n ph'm nhi nhn hi% -
-#ng " i=% n* 6nh h+Zng 'n "h+ng hi% -%6 -#ng "2
Nhi=% 56n /h78 89i - HonB "rong F -F Aire$B &; -4- - h*ng/hQn /hDi "r0n "h; "r+ =Sa3;.
H$?$ .Ii tng hng ti$ `* n8 gi9i nhng ng+ng e4n h*ng
"r- "i'/2
a. /01ng c$2:
w%6ng -4o +,- HonB 5 B1ng 8" -4-h r" hi% %62
Trong gii o!n Air&$B +,- "%ng r "h; "r+
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8/10/2019 Phn Tch Chin Lc Xc Tin Thng Mi Ca Sn Phm Xe AirBlade V a Cc Gii Php
13/26
TRNG H THNG MI GV: NGUYN HONG GIANG
nh+ No%)o H" )* -h+ C 8" 5D Bng x nh./ Ch7% Ch4-2 w%6ng -4o
- -4- Bng x n* "r*n ng./ )* -qng Ch4 hi% %62 V. HonB $*8 g?
t9uyn "6i nhng "h#ng "in -Sn "hi'" 'n Ch4-h h*ng 81- "i0% -
8?nh: Th#ng i/ %6ng -4o /h6i Ch4- &i" )* $#i -%Dn Ch4-h h*ng &pngh?nh 6nh )* Q8 "hnh nh+ "h' n*o B1ng -4- /h+ng "in "r%=n "h#ng
n*o TSn 5%" x%" hin $* &o nhi0%
HonB Vi" N8 "h- hin %6ng -4o "h+ng ho*n -6nh
hin "!i &Zi )? 8% 8q &6o hi8 -hs -n $* )n th=i gian th? Ch4-h
h*ng 5 $ -hWn 8% 8" 56n /h78 +,- + "hK-h "ng C8 -n hn $*
NH\M ]^_ `ab cHd ]
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14/26
8% 8" 56n /h78 - Bng x Ch4- 5% #!i phi mt thMm mt
8hn tin 8hng 4t &Qm ch m?nh 8" -hi'- 8q &6o hi8 F $*
-h+ C 'n -h" $+,ng -qng nh+ Ci% B4ng 8* ChF -F $o!i 8q &6o hi8 n*o
-F - nh+ 8q &6o hi8 - HonB2 `* -#ng " gmn )9i 5 n "o*n n0n-h" $+,ng +,- Chng ;nh2 M" 8Fn %* Ch#ng /h6i $* $9n nh+ng -F
gi4 "r; )* >ng ho*n -6nh2
ng 'n )i- "h*nh -#ng h "h" &!i - 8"
56n /h78 $* Ch#ng "h /h nh.n2 3#ng -h>ng -F "h "!o r nhng "h%.n $,i
)* ChF ChLn -ho )i- "i0% "h1 56n /h782 - &i" n'% B*nh +,- 5 ng h- -4- - %n nh* n+9- "h? 56n /h78 -F "h B B*ng + 56n /h78 'n )9i
ng+ng /hQn /hDi "h#ng "in )* gio "i'/ "!o % "Kn )* &6o ) h?nh 6nh
-#ng " xQ Bng +,- "rong "h
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15/26
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8/10/2019 Phn Tch Chin Lc Xc Tin Thng Mi Ca Sn Phm Xe AirBlade V a Cc Gii Php
16/26
+,- x%" hin =% n "rong -4- o!n /hi8 ngmn2 Nhng ng+- nhi=% 56n /h78 -ho nhi=% $o!i Ch4-h h*ng2 o
F Ch#ng -F nhQn )i0n &4n h*ng ri0ng -ho Bng x Air&$B2 T!i -4- !i #2
8hch h*ng -F "h g/ -6 nhQn )i0n "+ )n )* -4- !i Bin &4n h*ng2 34-
!i Bin &4n h*ng - Air&$B -h;% "r4-h nhi8 &4n h*ng "+ )n &6o h*nh
-ho 56n /h782
.. 0 8 nh)Wc 6im cUa &'c ti(n th)*ng m+i 67i 89i -1n phVm &;
m$ i>bSa3;.
Pn6a "h*nh -#ng "rong )i- + "h#ng "in 56n /h78 )* B;-h )1
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17/26
TRNG H THNG MI GV: NGUYN HONG GIANG
- Air&$B 'n Ch4-h h*ng 81- "i0% - 8?nh )* xQ Bng +,- h?nh 6nh
"D" p t9ng #ng ng+ng -F "h "!o r nhng "h%.n $,i )* B*nh +,-
5 ng h - - %n nh* n+9- "h? 56n /h78 B B*ng + 'n +,- -ho
ng+ng 5 "!o
r nhng ChF Chn ch 6anh nghip
Y/01ng c$2: %6ng -4o - honB B[ng hX "r, -4- -#ng -1 -ho hi%
%6 hn2 w%6ng -4o Ch%'n 8!i -%ng -/ -4- "h#ng "in )= %* "ng "r
-hi h -h' &6o h*nh 56n /h78 8" -4-h rng ri nh"2
w%6ng -4o gi>/ -ho &4n h*ng "r- "i'/ "h%.n $,i hn &png -4-h gi9i
"hi% -4- - h*ng $9n -ho Ch4-h h*ng Ch#ng 8t cng &Wc nhiu
"?8 Ci'82 /Di )9i nhQn )i0n &4n h*ng gi68 "h=i gian gi9i "hi% )= -4-
8" h*ng &Zi ng+
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18/26
- x Air&$B 5o )9i Bng x " g Ch4- "h? -h+ "h hin +,-2 w%6ng
-4o "r0n "r%=n h?nh Ch#ng hi% %6 &png %6ng -4o "r0n &4o *i &Lng
r#n
V*o gii o!n /h4" "rin nhng %6ng -4o - x Air&$B K" hn "r+9-)* Ch#ng %6ng -4o "r0n "r%=n h?nh n2
Y #h0(n m+i:+% i8 $* nhng "h4ng S% Chi 8% 8" -hi'- x
Air&$B Ch4-h h*ng +,- "ng 8" 8q &6o hi8 - HonB -hi'n $+,- n*
"4- ng >ng )*o ho*n -6nh hin "!i2 8" 8Fn %* gi4 "r; nhy nh+ng
>ng )*o "h- 7 "i0% "h1
Ch#ng -n +,- -h> J nhi=% n2
Y =$n hng t>?c ti(p:ThFi %n - )i- 8% h*ng hF $* +,- nh?n "h
nhi=% $o!i 56n /h78 "r- "i'/ $ -hWn )* $mng ngh J Ci'n - ng+
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8/10/2019 Phn Tch Chin Lc Xc Tin Thng Mi Ca Sn Phm Xe AirBlade V a Cc Gii Php
19/26
TRNG H THNG MI GV: NGUYN HONG GIANG
III. XUT GIIBHZB NH[ BHZT H\4 O]I TH^ \ I_
@` #HC BHC^ GILI /\4T NHNG TdN T!I^ H!N CH
TNG CHeNH KZCH XC TIN THNG !I Cf HND
CH KLN BHM I =ODF.
". Chi(n S)Wc &'c ti(n hn hWp t>2ng m7i 0an h% gia c$c chi(n S0Wc
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20/26
- hin *+c i(: i8 5o4" 8@- gi4 Ch#ng %4 -o -F "h h! gi4
Ch%'n ChK-h )i- 8% h*ng2
-hin *+c knh ph0n ph1i/MZ rng /h!8 )i /hQn /hDi )* xQ Bng
-4- C0nh /hQn /hDi 89i2
- hin *+c 23c tin h4n h+p/TLng -+- "i'n hXn h,/ -qng /h6i +,- 5 B1ng/h[ h,/ )9i -4- 81- "i0% -h%ng nhp8 hX "r, -ho )i- "i0% "h1 56n /h782
,.C$c cEng c cUa &'c ti(n hn hWp:
a. /0an h% cEng ch'ng :
; /@i %Zi t> chWc &V 8in. \hi cc &n ph'm mZi 9a =i
hay c &V thay >i mOu m Ci% B4ng "h? -#ng " 5 "( -h@- -4- &%(igi9i "hi% "rin $82 Th+
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21/26
TRNG H THNG MI GV: NGUYN HONG GIANG
/h782
V= "h#ng i/ %6ng -4o: N0n "h (i h?nh 6nh %6ng -4o2 Bng
-4- "#ng 8*% x Ch4- nh% "r4nh 5 "r[ng $/ gQ nh*8 -h4n -ho Ch4-h
h*ng2 3#ng " -F "h 5 B1ng -4- ).n ng )i0n "h "ho ng+ng "h+Zng nhp8 "h% h>" ng* -*ng nhi=% Ch4-h
h*ng hn2
3. =$n hng t>?c ti(p:
Q Bng i ngq &4n h*ng ri0ng -ho Bng x Air&$B "!i -4- -
h*ng $9n2 V* /h6i $%#n -F nhQn )i0n "+ )n &6o h*nh "h8 gi hX "r, ho!"
ng &4n h*ng2
NH\M ]^_ `ab cHd f]
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#T O\kN
Tr0n Q $* nhng /hQn "K-h - nhF8 8 )= nhng /h4" "rin +%
nh+,- i8 - -hKnh 54-h x>- "i'n -ho 56n /h78 x 84 Ari&$B -
HonB Vi" N8 "rong nL8 f^^c2 Nh< nhng -hKnh 54-h x>- "i'n hi% %6
8* 56n /hS8 n* !" +,- "h*nh -#ng )* "!o +,- % "Kn "rong $ong
ng+ng " "h
+,- )i- /hDi h,/ hi% %6 nhng -#ng -1 $* 8" "rong nhng i=% Cin
"h- hin "h*nh -#ng 8" -hKnh 54-h x>- "i'n2 3[ng )9i nhng -hi'n $+,-
Ch4- "rong {b -hKnh 54-h x>- "i'n -F )i "r %n "rWng "rong )i- !" +,-
81- "i0% - "( -h@- )* Chng ;nh ); "rK Ch#ng "h0 "hi'% "rong MrC"ing
hin !i2
Trong "h
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TRNG H THNG MI GV: NGUYN HONG GIANG
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TRNG H THNG MI GV: NGUYN HONG GIANG
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