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Nghin Cu Chin Lc Truyn Thng Qung B Thng Hiu Cho Cng Ty TST Tourist

LOGO

HNG TRIU NGI S NHN THY BNHNG TRIU NGI S NHN THY BN


Doanh nghi pcn u tqung b

THNG HIU

BBnn ss chch nn ccchch nnoo ??????

Khng u t C u t


LOGO

GVHD: Th.S Tr n nh L

SVTH: Tr n Th H Phng

BO CO KHA LU N TT NGHI P


M U1.

TNG QUAN2.

NI DUNG & PP NGHIN CU3.

KT QU & THO LUN4.

KT LUN & KIN NGH5.


Lm th no tnti v pht tri ntrong b i cnh n nkinh t ton c uang suy thoi?

Thng hi u lim mu ch tthnh cng c adoanh nghi p.

Mt chi n lc truy n thng kh ng hong s sng cn c a cc cng ty.

CHNG 1. M U


1

2

3

- Phn tch tnh hnh ngnh du lch, th trng qung co ngnh du lch- Nghin cu hot ng truyn thng ca mt s i th cnh tranh chnh

- Phn tch thc trng hot ng truyn thng ca TST Tourist

- iu tra thu thp thng tin t KH h tr ra gii php

CHNG 1. M U

D kin ngn sch truyn thng v d on doanh thu t c .


Tr s: 389A inBin Ph, P.4, Q.3, Tp. HCM+Email: [email protected]+ Website:http://tsttourist.com

-Tn DN: Cng ty C phn Dch v Du l ch & Thng m i TST-Ting Anh: TST Tourist Service & Trading Corporation - Vit tt: TST Tourist

Ngnh ngh kinh doanh chnh: + Dch v Du lch Lhnh Ni a, Quc t+ Thit k tour theo yu cu+ t gi ch KH, KS+ Cho thu xe DL

CHNG 2. TNG QUAN

Nghin Cu Chin Lc Truyn Thng Qung B Thng Hiu Cho Cng Ty TST Tourist425,52

591

769,16

73.905

74.496

2007

Gi tr (Triu VN)

1.819,44

2.527

2.227,03

152.463

154.990

2008

3281.393,92Li nhu n sau thu

3281.936Li nhu n tr c thu

189,541.457,87Chi ph truy n thng

10679.558Chi ph

10880.494Tng doanh thu

%Chnh l ch

Ch tiu

Bng 2.1. K t Qu Hot ng Sn Xut Kinh Doanh N m 2007-2008

TH

NH

LP

DN

NN

B

C

UC

T C

PH

N

C L

PTR

S

M

I

KH

N

G

NH

T PH

1955 2002 2008 2009


Phng php phntch d liu:

- PP so snh chnh lch- Phng php phntch SWOT- PP hi quy d bodoanh thu

PHNG PHPNGHIN CU

Phng php thu th ps liu v x l s liu:

- D liu th cp

- D liu s cp

CHNG 3. NI DUNG V PHNG PHP NGHIN CU


PTTTNGNH DL

PTTTNGNH DL

KSKHKSKH

Tng kt th trngDu Lch Vit Nam

Tng kt th trngqung co ngnh DuLch

S lc TST TOURIST v cc ith chnh: Vietravel, Saigon Tourist, BnThnh Tourist, Fiditoursit, Transviet

Mc nhnbit Thnghiu

PT Th Trng

CHIN LCTTQBTH CHOTST TOURIST

CHIN LCTTQBTH CHOTST TOURIST

Thc trng hotng thchin

SWOT

THC TRNGTST TOURISTTHC TRNGTST TOURIST

CHNG 4. KT QU V THO LUN

Nhim v truy n thng- t v tr hng u v mc nhn bit thnghiu ca ngnh Du Lch Vit Nam trong nhm khchhng mc tiu

- Thng bo n khch hng mc tiu ca TST TOURIST v chng trnh khuyn mi

ra chi n lc truy n thng t ng th Phn b ngn sch v d kin DT t c


Sn Phm Ni a (GDP): ng gp ca ca ngnh kinh t Du Lch (bao gm vn chuyn,

khch sn, dch v n ung, gii tr, v cc dch v khc cho du khch) cho GDP Vit Nam khong 13.6% (VND178,993.0 t / US$11,007.5 triu) trong 2008 ln 15.4% (VND559,446.0 t / US$24,986.4 triu) vo nm 2018.

Lao ng: ng gp ca ca ngnh kinh t Du Lch cho th trng lao ng

Vit Nam c tnh tng ln 4,891,000 cng vic trong nm 2008 (10.8% trong tng s lao ng); v tng ln12.3% vo nm 2018 (6,518,000 cng vic)

Mc tng tr ng T l tng ca ngnh kinh t Du Lch trong nm 2008 l 6.0% (c

tnh); v trung bnh hng nm l 7.5% t 2009-2018

13.6%

10.8%

6.0%



Chi ph qung co gim 49% trong 8 thng u nm 2008, ch yudo gim trong vic ti tr cc chng trnh

Qung co trong 8 thng nm 2008: ng u l Singapore Tourism Board (US$198K), tip theo l Saigon Tourist (US$170K) v Vietravel (US$118K) khng tnh Vinasun

Media Mix: S dng ch yu qung co bo

Tivi: ti tr chng trnh

Online: hu ht cc cng ty du lch u ch trng xy dngwebsite, ngoi ra cn s dng search engine (TST Tourist, Vietravel, Viet M Tourist); web banner

Seasonality: qung co theo chin dch nhng u trong nm



Hnh 4.1. Qu ng co cc TH chnh (h u ht u tng)

115

6 74 9

2 92

3 0 2 713 19 9

4 0 5

19 8170

1188 7 77

57 55 523 4 3 2 2 8 2 5 2 4 19 14

10 4

15673 %

152 %

- 2 5%

78 %

16 9 %

2 75%

- 50 %

13 % 2 %

9 2 %

2 8 %

10 6 %

- 9 7%

0

50

100

150

200

250

300

350

400

450

SINGAPORE

TOURISM

SAIGON

TOURIST

VIETRAVELFIDITOURIST YOUTH

Tourist

TST

TOURIST

PHU THO

Tourist

MALAYSIA

Tourist

TRANSVIET

Tourist

DAT THU

TOURIST

DYNAMIC

KOREA

GLOBAL

HOLIDAYS

Tourism

HOAN MY

Tourist

BEN THANH

Tourist

THAILAND

TOURISM

-150%

-100%

-50%

0%

50%

100%

150%

200%

250%

300%

Jan-Aug 07 Jan-Aug 08 % Growth

u t qung co ngnh Du Lch tng hng nmtuy nhin gim khmnh trong 8 thng u 2008, ch yu do gim cc chng trnh titr (-88% YTD2008 vs. YTD2007)

Bo chim t trng cao qua cc nm nhng xu hng ny ang gim: TV dn tng mnh

Ngun: TNS Media Vietnam v TTTH


Knh v u bo qu ng co s dng ch yu

331

224

134

83

26

75

57

4

42

57

55

159

250

186

104

68

61

53

36

26

23

22

17

90

0 50 100 150 200 250 300 350

THANH NIEN

TUOI TRE

SAIGON TIEP THI

TUOI TRE CHU NHAT

TIEP THI & GIA DINH

LAO DONG

NGUOI LAO DONG

SaiGon Giai Phong ThuBay

THOI BAO KINH TESAIGON

HERITAGE

VIETNAM NEWS

Others

Thousands US$

986

326

266

185

57

59

0

36

106

20

14

50

28

26

22

28

0 200 400 600 800 1,000 1,200

HTV7 (HCMC)

HTV9 (HCMC)

BTV2 (Binh Duong)

VTV3 (National)

HN1 (HN6)

BTV1 (Binh Duong)

LA34 (Long An)

Others

Thousands US$

2007

Jan-Aug 08

Bo in: bo c s lng ngi c ln (Thanh Nien, Tuoi Tre)Media vehicles: Tivi (HTV7/9 v VTV3).



SAIGON TOURIST

VIETRAVEL

BENTHANH TOURIST

FIDITOURIST

SINGAPORE TOURISM BOARD

I THCHNH

I THI THCHCHNHNH



Saigon Tourist - summary

Qun l cc trang web chuyn du lch theo ma: www.dulichhe.com, www.dulichthu-dong.com, www.dulichtet.com vwww.dulichkhuyenmai.com

Xy dng blog du lch min ph www.blogdulich.com

Hot ng qung co:

y mnh qung co mnh trong nm 2008. 14% tng chi phtng chi ph ca 8 thng u nm 2008, ch sau STB (16%)

Media mix: ch yu l Bo in (63% tnh n 8/2008)

Knh truyn hnh v u bo: knh HTV v cc bo x hi

Hot ng ti tr: Huyn B Sng Hng (11/2007-3/2008); K SHnh Trnh Theo Chn Bc (6/2008-nay) trn HTV7/9


Hnh 4.2. Saigon Tourist - Chi ph qu ng co

1411

3610

25

1757

37

013

32

67

015

5262

39

67

0

20

40

60

80

100

120

140

160

180

Y2004 Y2005 Y2006 Y2007 Jan-Aug 07 Jan-Aug 08

TV Spot TV non-spotMagazine Newspaper

'000 US$


11,594

1,590

57,288

6,248

HTV7 (HCMC)

HTV9 (HCMC) 2007YTDAug08

18,091

17,647

11,529

24,017

8,017

9,938

1,136

9,027

18,780

18,161

18,153

11,773

10,686

9,774

8,210

10,323

THANH NIEN

TUOI TRE CHU NHAT

TUOI TRE

SAIGON TIEP THI

NGUOI LAO DONG

THOI BAO KINH TE SAIGON

S.G.G.P Thu Bay

Others


Vietravel - summary

nh hng chin lc pht trin ca Vietravel:

u t pht trin mng li kinh doanh,m rng th trng c trongv ngoi nc

a dng ha lnh vc hot ng

Ci tin,nng cao cht lng sn phm,dch v, c bit l hon thinchnh sch chm sc khch hng

"Nh t chc du l ch chuyn nghi p" tm khu vc

Hot ng qung co:

Thnh lp mng bn tour trc tuyn u tin ti Vit Nam, website www.travel.com.vn

C chi ph qung co th 3 trong ngnh Du Lch (10% tng chi ph ca8 thng u nm 2008).

Media mix: Bo in v tp ch, trong ch yu l qco bo (95%)

Knh truyn hnh v u bo: HTV7/VTV3 (ti tr PPL) v bo x hi


Hnh 4.3. Vietravel - Chi ph qu ng co

18

69

12

76

1116

112

16

17

187

312

141

5

112

0

50

100

150

200

250


NewspaperMagazineTV non-spot

'000 US$


126,269

27,199

18,105

7,770

455

3,276

4,035

13,236

1,727

69,581

1,786

2047

15,357

13,390

6,479

4,320

3,502

2,329

1,136

THANH NIEN

SAIGON TIEP THI

TUOI TRE

NGUOI LAO DONG

S.G.G.P Thu Bay

LAO DONG

SAI GON GIAI PHONG

TUOI TRE CHU NHAT

TIEP THI & GIA DINH

Others

2007

YTD Aug08

12,795

2,985

591

HTV7 (HCMC)

VTV3 (National)

Others2007


Ben Thanh Tourist - summary

nh hng pht trin Tip tc pht trin a dng cc sn phm, y mnh qung

b, m rng th trng trong v ngoi nc. Nng cao cht lng dch v vi phng chm Tinh t trong

phong cch phc v nhm khng nh s chuyn nghip, uytn thng hiu, to lng tin vi du khch trong v ngoi nc.

Hot ng qung co: C qung co thp trong ngnh Du Lch, 2% tng chi ph ca 8

thng u nm 2008. Media mix: Bo in, trong tp ch l ch yu (53%) Knh truyn hnh v u bo: cc tp ch x hi


Hnh 4.4. Ben Thanh Tourist - chi ph qu ng co

7

6

4

6

7

6

6

14

2

12

1

8 10

9

0

5

10

15

20

25

30

35


TV Spot TV non-spotMagazine Newspaper

'000 US$

-26%

+226%

-58%

+106%


568

6,065

0

2,898

1,819

1,124

1,478

4,092

3,200

3,069

2,698

2,343

1,992

796

721

TUOI TRE CHU NHAT

SAIGON TIEP THI

SaiGon Giai Phong Thu Bay

THANH NIEN

THE GIOI VAN HOA

NGUOI LAO DONG

TUOI TRE

Others

2007

YTD Aug08


Hnh 4.5. FIDITOURIST - chi ph qu ng co

5

19

5

29

12

42

16

62

8

40

19

68

0

10

20

30

40

50

60

70

80

90


Magazine Newspaper

'000 US$

+44%

+61%

+44%

+78%


20,487

20,108

18,401

10,800

2,840

2,214

1,131

2,307

28,442

22,706

10,280

6,453

5,680

3,779

3,410

6,053

THANH NIEN

TUOI TRE

SAIGON TIEP THI


TUOI TRE CHU NHAT

PHU NU CHU NHAT

SAI GON GIAI PHONG

Others

2007

YTD Aug08


Hnh 4.6. Singapore Tourism Board (STB) - chi ph qu ng co

05

83

054

101

291

53

121

77

1841

77

929

97

76

25

0

50

100

150

200

250

300

350

400

450

500


TV Spot MagazineNewspaper

'000 US$

+76%

+199%

-71%

+73%

STB s dng qu ng co truy n hnh kh cao (49% t ng chi ph c a 8 thng u nm 2008)


76,873

50,488

45,174

VTV3 (National)

HTV7 (HCMC) 2007YTDAug08

2,025

56

7,615

7,841

7,899

4,091

48,750

10,323

3,138

3,410

1,120

18,585

6,438

3,410

3,750

4,686

4,886

5,467

8,442

18,750

TIEP THI & GIA DINH

SAIGON TIEP THI

DOANH NHAN SAIGON CUOI TUAN

THE GIOI VAN HOA

NGUOI DEP VIET NAM

THOI TRANG TRE

TUOI TRE

PHU NU CHU NHAT

THANH NIEN

THE THAO & VAN HOA


TUOI TRE CHU NHAT

VIETNAM NEWS

Others


- u t pht trin mng liKD, m rng th trng- a dng ha lnh vc- Ci tin,nng cao cht lngSP-DV, hon thin chnh schchm sc KH Lun nghnh cng b n"

-QC bo, tp ch- Hot ng xh, ti tr, t thin- Thnh lp website http://tsttourist.com

Hot ng qu ng co, pr nh h ng CLPT

Chng trnh KM nh k

Thu ht KH mi thng qua cc chng trnh khuynmi nh: Ma H Si ng, Thu Mun Li

Cng tc ch m sc KH

Chm sc KH c: gi thcm n, in thoi hithm, tng thip sinh nht...

TST TOURIST - cc ho t ng chnh



LOGO

20

8

30

200

115

1,009THANH NIEN

TUOI TRE

SAI GON GIAI PHONG

Others

20072008

192.2238

662

0

100

200

300

400

500

600

700

PR TT xa PR TT gn Qung co tour

Chi ph

Hnh 4.8. TST TOURIST - Chi ph cc lo i hnh qu ng co n m 2008

Hnh 4.7. TST TOURIST - Chi ph qu ng co n m 2007-2008

410

62

0

10

20

30

40

50

60

70

80

Y2007 Y2008

N ewsp aper

M agaz ine

T V Spo t

' 0 0 0 US $

Ngun: TST Tourist v TTTH


Nghin Cu Chin Lc Truyn Thng Qung B Thng Hiu Cho Cng Ty TST TouristNgun: TST Tourist v TTTH

Hnh 4.9. Chi Ph Ho t ng Truy n Thng 2007 - 2008

520000

765686

30200

35456

1203785

35630

95000109000

88500 112930

2007 2008

Qung Co

T Chc S Kin

Qu Tng-Chm ScKHKhuyn Mi

Chi Ph Website

CHI PH TRUYN THNG

74496

154990

2227

769

150236

73136

425

1819

2007 2008

Li NhunChi Ph KhcChi Ph TTDoanh Thu

T L CPTT VI DOANH THU T C


Nghin Cu Chin Lc Truyn Thng Qung B Thng Hiu Cho Cng Ty TST TouristNgun: TTTH

0

500

1000

1500

2000

2500

3000

3500

Cam

puch

iaTh

i La

nM

alay

siaSi

ngap

ore

Sing

-Ma

Hong

kong

HK-

Mac

au

HK-M

C-QC

-TQ

TH-H

C-TC

BK -

THTH

-Ty

An

BK -

THNa

m P

hi c

TST Tourist

Vietravel

USD

0

500

1000

1500

2000

2500

3000

3500

Cam

puch

iaTh

i L

anM

alays

iaSi

ngap

ore

Sing

-Ma

Hong

kong

HK-M

acau

HK-

MC-

QC-

TQTH

-HC-

TCBK

- TH c

TST Tourist

Fiditour

USD

0

500

1000

1500

2000

2500

3000

Thi Lan Malaysia Sing-Ma Hongkong HK-Macau

HK-MC-QC-TQ

Nht Bn c

TST Tourist

Festival

USD USD

Chin Lc Gi Ca TST TOURIST So Vi Cc i Th Chnh

Hnh 4.10. TST TOURIST V VIETRAVEL Hnh 4.11. TST TOUR IST V FIDITOUR

Hnh 4.12. TST TOURIST V FESTIVAL Hnh 4.13. TST TOURI ST V TRANSVIET

0

100

200

300

400

500

600

700

Cam

puch

ia

Thi

Lan

Mal

aysia

Sin

gapo

re

Sin

g-M

a

Hon

gkon

g

HK-

Mac

au

TH-H

C-T

C

TH-T

y A

n

TST Tourist

Transviet


Hnh 4.14. T L Khch Theo a Bn

S liu

Qun 21%

Qun 41%

Qun 63%

Qun 83%

Qun 114%

G Vp4%

Tn Bnh7%

Khng r19%

Ngoi thnh 7%

Tnh16%

Ph Nhu n4%

Bnh Th nh7%

Qun 105%

Qun 72%

Qun 55%

Qun 36%

Qun 17%

Qun 1

Qun 2

Qun 3

Qun 4

Qun 5

Qun 6

Qun 7

Qun 8

Qun 10

Qun 11

Bnh Thnh

G Vp

Ph Nhun

Tn Bnh

Ngoi thnh

Tnh

Khng r

Lng Khch V Chn Dung Khch Hng M c Tiu



31 - 4020%

26 - 3010%

18 - 2512%

Di 1815%

Khng r2%Trn 50

22%

41 - 5019%

Di 18

18 - 25

26 - 30

31 - 40

41 - 50

Trn 50

Khng r

Hnh 4.16. T L Khch Hng Theo Gi i Tnh

Nam40%

N55%

Khng r5%

Nam

N

Khng r

140 117

358

703

204 198

629

737

501

615

1048

1386

811

1130

709

1001

181240 221

324

422

571

452

692

0

200

400

600

800

1000

1200

1400

T1 T2 T3 T4 T5 T6 T7 T8 T9 T10 T11 T12

Nam

N

Ngun: TST Tourist v TTTHNgun: TST Tourist v TTTH


Hnh 4.15. T L Khch Hng Theo Tui

Nam40%

N55%

Khng r5%

Nam

N

Khng r

140 117

358

703

204 198

629

737

501

615

1048

1386

811

1130

709

1001

181240 221

324

422

571

452

692

0

200

400

600

800

1000

1200

1400

T1 T2 T3 T4 T5 T6 T7 T8 T9 T10 T11 T12

Nam

N


S LNG KHCH TNG TH TRNG

Hnh 4.17. Ni a

15

52

8

98

152

154

63

39

0 20 40 60 80 100 120 140 160

Thng 1

Thng 2

Thng 3

Thng 4

Thng 5

Thng 6

Thng 7

Thng 8

Thng 9

Thng 10

Hnh 4.18. Kh i khch l FITa. Th trng g n

17197

197

34

120

21

83

3913

68

391

151

15

134

356

8412

72

583

212

16

156

370

136

47

130

345

147

76

153

2875

823

102

6319

105

0

100

200

300

400

500

600

700

800

900

1000

T1 T2 T3 T4 T5 T6 T7 T8 T9 T10

Ma-Brunei

Sing-Ma

Campuchia

TQ - HK

Thi Lan

b. Th trng xa

25

19

22

16

2

20

16

19

8

11

19

28

27

24

9

31

13

5

13

9

7

18

1

15

11

0

20

40

60

80

100

120

T2 T4 T5 T6 T7 T8 T9 T10

Nht Bn

n

Hn Quc

M

c

Chu u



S LNG KHCH TNG TH TRNG

0

50

100

150

200

250

300

350

T3 T4 T5 T6 T7 T8 T9 T10

Tour khc

Nht Bn

Hn Quc

M

Chu u

Lo

Sing-Ma

Campuchia

TQ - HK

Thi Lan


146

86

316

124

91

128

166

57

450

0

50

100

150

200

250

300

350

400

450

Thng 2 Thng 3 Thng 4 Thng 5 Thng 6 Thng 7 Thng 8 Thng 9 Thng 10

b. Ni a

Hnh 4.19. Kh i khch on GITa. Outbound


7 4

2 5

6 3

4 6

2 6

3 5

30

10

20

30

40

50

60

70

80

Sch-bo-tp ch

Bng rn,pano, p

phch

Internet Tivi Radio Video clip(taxi,mediaonlice,

building...)

Hi ch,t rin lm,s kin

Khc

Hnh 4.20. Phng Tin c S DngCh Yu Qung Co Trong Du Lch

Hnh 4.21. T L p Vin Thng iDu L ch

3

19

66

5 70

10

20

30

40

50

60

70

Rt thng xuyn Thng xuyn Thnh thong t Rt t

15

61

14 6 40

20

40

60

80

Rt nhiu Nhiu Bnh thng t Rt t

Hnh 4.22. nh Hng Ca Qung ConQuyt nh Chn Cng Ty Du Lch

Ngun : K t Qu iu Tra


46%

54%

40% 45% 50% 55%

Khng

C

Hnh 4.23. Nhn Bit Thng Hiu TST Tourist

29% 25%

46%

16%

4%

18% 18%

0%

10%

20%

30%

40%

50%

Bo-tpch

Email/Website

Bn b,ngi thn

Tivi Th ng/t bm

Hi ch Bng hiucng ty

Hnh 4.25. Ngun Nhn Bit TST Tourist

Hnh 4.24. S p Vin Tng c/ Nghe Mu Qung Co v TST Tourist



Hnh 4.27. Cc Phng Tin Truy n Thng c S Dng Ch Yu

34%

44%

21%

1%

44%

28%

22%

4%2%

20%

27%

52%

1%

1%4%

89%

6%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Tivi Bo-tp ch Internet Khc

Rt t

t

Thnh thong

Thng xuyn

Rt thng xuyn



21%

25%

54%

a dng, phongph, n tngBnh thng

Trn lan, ln xn

61%

28%

6%1%1%1%2%

1%

18%

13%

26%

11%

8%

16%

7%

13%

32%

28%

15%

6%1%2%3%

5%2%5%

27%

22%

19%

8%

12%

19%

15%

38%

15%

7%

3%3%

1%5%

8%

10%

28%

39%

8%1%

1%2%

19%

24%

47%

7%

1%4%

6%

5%

16%

68%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Truynhnh

Truynthanh

Bo in Qung congoi tri

Internet Phim Video Cinema Khc

8

7

6

5

4

3

2

1


Hnh 4.28. Knh Qung Coc p Vin Tip Nhn Nht(xp t 1 n 8)

Hnh 4.29. Hin Trng Qung Co Hin Nay


57

88

45

9 14 8 9

37

24

12

26

3 70102030405060708090

100

Than

h ni

n

Doan

h nh

n S

i G

n

Viet

nam

news

Khc

Hnh 4.30. Ccu Bo - Tp Chp Vin Thng Xem



80

7

60 65 56

18

34

0

20

40

60

80

100

VTV3 HTV6 HTV7 HTV9 VTC SCTV Khc

Hnh 4.31. Cc Knh Truyn Hnhp Vin Thng Xem

9%

41%

22%

12%

16%

5%

19%

41%

12%

23%

30%

39%

25%

3%3%

20%

46%

21%

3%

10%

19%

27%

41%

1%

12%

19%

43%

35%

2%1%

30%

41%

26%

3%

48%

38%

13%

1%

1%4%

33%

39%

23%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

S xut hinca cc

nhn vt niting hay

cc chuyngia

S xut hinca nhngngi bnhthng gngi vi cuc

sng

S mi lca snphm

C tnh hihc vui

nhn

Ging thuytminh din

cm, t ngd hiu, d

nh

Hnh nh,mu sc

Nhc nn,vn iu

S c o,sng to

Yu t khc

Khng quantrng

Khng quantrng nhiu

Bnh thng

Kh quantrng

Rt quantrng

Hnh 4.32. Yu TThuyt Phc p Vin Khi Xem Qung Co Trn Tivi



38

48

31

79

20

58

22

Nghe v ti nhc Chat, tham gia cc din nVit Blog c bo onlineChi v ti game S dng cc dch v trc tuynKhc

46 43 42

74

53

22

8

76

37

21 17

211

01020304050607080

www.

24h.

com

.vn

www.

than

hnien

.com

.vn

www.

dant

ri.vn

www.

tuoi

tre.co

m.v

n

www.

vnex

pres

s.net

www.

ngoi

sao.

net

www.

eva.

net

www.

goog

le.c

om

www.

vietn

amne

t.vn

www.

vnec

onom

y.vn

www.

nhac

so.n

etww

w.th

egio

i.vn

Khc

Hnh 4.33. Cc Website p Vin Thng Truy Cp


Hnh 4.34. Mcch Khi Truy Cp Internet


OPPORTUNITIES - O

1. Th trng KDDV ang b c u hi ph c2. Chu s tip tc l im n hp dn, an ton cho du khch trong n m 20093. Cng tc xc ti n, qu ng b du l ch mang t mQG ngy cng th ng xuyn v t t hn4. Khch du l ch cho r ng kh ng ho ng kinh t khng nh h ng n k hoch du l ch c a h5. VN gia nh p AFTA, WTO. Chnh tr n nh6. Cc cng ty du l ch ch a ch tr ng m nh vohot ng truy n thng-makerting.

THREATHS T

1. Ngnh d ch v du l ch c nh tranh kh gay gt trn th trng

2. Chi ph truy n thng cao3. Gi nhin li u tng4. Xu hng du l ch t tc t ng5. Tnh hnh chnh tr ti mt s nc Chu

c nhi u bi n ng.6. Dch cm A/H1N1

STRENGTHS S

1. C mqh t t t T n P h trv vn, ti chnh2. Th phn ngy cng t ng3. Mi tr ng lm vi c tt, chuynmn tay ngh nhn vin makertingngy cng cao4. Thit k nhi u ch ng trnh tour mi: h p dn, ti n li, gi linh ho t5. Cht lng DV c nh gi t t6. H tng c s, trang thi t b tt

S O

1. Tng c ng chi n d ch truy n thng -marketing nh tng c ng ho t ng PR, qungco,.. duy tr v gia t ng m c nhn bi tthng hi u.2. M rng thm nh p th trng trong n c. Cng c v pht tri n th trng n c ngoi.3. a dng ha s n ph m, ch tr ng th trngoutbound . Khch hng m c tiu l khch n .4. Tip tc pht huy th mnh v gi c a cc gisn ph m v d ch v ca doanh nghi p.

S T

WEAKNESSES W

1. Mi c phn ha, KD cn h n ch 2. Hot ng truy n thng cn h nch3. S h tr, ng nh t ch a cao4. Nghin c u, pht tri n SP mi cnyu. Cha c s sng t o, i minhi u

W O W T1. Nng c p ch t lng Website ca cng tykhai thc cc lo i hnh d ch v trc tuy nnh ng k tour tr c tuy n, d ch v toncu tr c tuy n.2. Tng c ng chnh sch u i, khuy nmi3. Xy dng lc lng bn hng chuynnghi p.

1. Tch c c duy tr pht tri n cng tc PR.2. Ch tr ng cng tc to s khc bi t, csc ring v thng hi u.

1. Pht tri n sn ph m, tn dng khai thcht nh ng im mnh c a doanh nghi p.2. Tng c ng n i lc, o to i ng nhn vin . Kch thch s sng t o, nngcao nghi p v ca nhn vin, ra nhi usn ph m mi - nng cao n ng l c cnhtranh c a doanh nghi p trn th trng.3. Tn dng im mnh v kh nng tichnh, m rng th trng ti m nng c adoanh nghi p.4. Pht huy t t h thng qu n l nhn hi u, cht lng, kh ng nh uy tn th ng hi u.


GII PHP 2GII PHP 2D KI N

DOANH THUD KI N

DOANH THU

GII PHP 1GII PHP 1

Website

PThi quy

QCTip th

D KI NNGN SCH

D KI NNGN SCH

XUTCHI N LC

Khuy nmi

Xc ti nTM



TIVITIVI

INTERNETINTERNETVIDEO-CLIPVIDEO-CLIP

QCQC

H SI NGTHU MUN LI

XUN PHT L C

H SI NGTHU MUN LI

XUN PHT L C

HNKHHNKH KMKM

Hi chHi ch

Bn hngBn hngXTTM

BOBO


TV:1. Ti tr chng trnh Du l ch

khm ph2. Pop-up trong cc ch ng trnh c

rating cao3. PPL a thng hi u vo phim


Chin d ch bo ch chia lm 2 giai on: Giai on 1: t 01/12/2008 n 31/01/2009 (Chi n

dch Xun) Giai on 2: t thng 5/2009 8/2009 (Chi n d ch H)

Tp trung ch yu vo: Cc u bo, t p ch c ph rng qung b v

chng trnh. u tin v tr t t (v tr g n ba, trang 1, trang n i

dung) nhanh chng t o s nhn bi t v chngtrnh.

Chin Lc Bo Ch Ngh


Cc u Bo Ngh


Chin Lc Online Ngh


2 phng ch VIP ti sn bay Tn

Sn Nht ( TP HCM ) v sn bay Ni

Bi ( Hn ) c trang b h thng my

tnh ci sn trang ch 24h.com.vn

450.000 my tnh bn ra mi nm t

50 cng ty my tnh hng u Vit

Nam ci sn trang ch 24h.com.vn.

6.000 im truy cp internet c ci

trang ch 24h.com.vn. Tng

ng vi 120,000 my.

24h.com.vn: website gi i tr s mt VN

98,5 % ngi truy cp sng ti VN

54,5 % lng truy cp l n gii

Lng truy cp: 5,6 tri u lt / ngy

Qung co Banner trn trang web

http://24h.com.vn



http://vietnamnet.vn

Nhiu gi i th ng danh d :

A. Gii thng asian pacific ict 2002 cho best entertainment

application.

B. Gii bo in t hay nht 2002-2003-2004.

C. Gii thng sao vng vit nam cho sn phm ict hay nht.

D. Website c a thch nht do c gi tp ch pc world

vietnam bu chn.

Bo in t chuyn nghip, uy tn nht Vit Nam

Lng truy cp: 5,7 tri u lt mi ngy.

i tng: Thng nhn, chnh tr gia, ngi c hc vn.

Bo in t duy nh t ti

Vit Nam, th ng xuyn

mi quan ch c chnh

ph tr li tr c tuy n



http://eva.vn

Website dnh cho n gii

Ni dung c sc:

1. Thi trang, lm p, mua sm tt c cc thng tin m n gii quan tm.

2. Eva Club: Ni cc ch em tm s & chia s kinh nghim v mi vn gia nh, x hi

3. Eva dating: Ni hn h ca nhng ngi c thn v ang c nhu cu tm kim mt na.

Page view: 1,600,000 lng truy cp mi ngy

i tng: 98,5 % l n gii c tui t 20 n 45.

60 % l i tng c gia nh


Chin Lc Qung Co Video Clip

Hnh ng

Quan tm

Mong mu n

Nhn th c

Thu hi u

Mua hng

Ni dung qu ng co nh c nh vsn ph m v th ng hi u

Qung co tivi ctc d ng xydng nh n th cv hnh nhthng hi u

ni cng c ng, khchhng th ng qunnhng hnh nh xemtrn TV nh v b nhhng b i ho t ngca cc i th cnhtranh (Below the line)

V vy, tng c nghin di n cathng hi u ti nicng c ng l cchhiu qu tngdoanh s bn hng


Qung co Video Clip trn h thng Taxi Vinasun

+ i tng qung co taxi nhm n l nhng i tng khchhng c hc vn, c c tnh, c thu nhp trn mc trung bnh kh vc kh nng chi tiu cao.

+ Chng trnh dnh cho gii tr, phim nh, tin tc c bintp chuyn nghip, phong ph, hp dn. Hnh khch i xe s lunc thng thc nhng chng trnh hay, hp dn v thit thc.

+ im n v thi gian hnh trnh ngn nn hnh khch khngth ng nh khi i tu hay xe khch ng di. V vy, clip qung cos lun c khch hng tip nhn.

+ Thi gian quay vng clip l 20 pht/ln, thi lng pht l 17 gi/ngy.

+ S ln lp li qung co: 50 ln/ngy

+ Phc v trung bnh 50 lt khch/ngy, 35.000 lt/tun.


+ Knh qung co ny hng ti i tng khch hng mc tiu l ccdoanh nhn, gim c, nhn vin vn phng... nhng ngi c thu nhpcao v chi tiu nhiu nht.

+ V tr lp t: khu vc thang my hoc trong thang my. Trung bnh1.462 lt ngi/ngy/building. Tng ng 7.310 lt ngi/tun (5 ngy)/building.

+ Thi gian ch thang my trung bnh 2 pht cho mi ln s dng.

+ S lt xem trung bnh trn 2 ln/ngy/building l 2.924 lt.

+ Nhn vin vn phng ch n ni dung qung co 3,2 ln trn t tngs 5,7 ln/ngy i thang my (56%).

+ Hn 70% khch hng thy LCD cng cng bng hoc tt hn ti vi tinh trn kha cnh l mt knh qung co.

+ Thi lng pht: trung bnh 60 ln/ngy

Qung co Video Clip trn h thng LCDca cc building t i TP.HCM


Qung co video clip trn trang chuyn m cTui tr Media Online


4.449.466.000 TNG CNG

260.000.000 Hi ch tri n lm

Bn hngXC TIN TM

2.892.216.000

Bo inTivi

OnlineVideo Clip

Thc hi n thm

KNH QUNG CO TIP TH

1.297.250.000

Xun Pht L cH Si ng

Thu Mun L iHi ngh khch hng

CC CHNG TRNH KHUYN

MI

THNH TINNI DUNG

Bng 4.1. Chi ph d kin cho GP1



Thng m i in t mang l i cho DN nh ng g?

1. Tip cn khchhng d hn

2. Phc v khchhng hiu qu

3. Bn c hngnhiu hn

4. Gii thiu snphm sinh ng

5. Th nghim dch vv sn phm mi

6. Thu ht squan tm ca

ngi tiu dng

7. a dng hoth trng

8. H tr khchhng kp thi9. Cp nht thng

tin nhanh chng

10. Sn c thngtin cho i tc

10 L

10 LI

THI TH

CCA A

THN

G M

THN

G MI

II IN

TN T


Buc hai

Bc ba

Bc mtXy dng website:

Mt website csubdomain, host vcc chc nng ca mtwebsite ng:- Gii thiu cng ty- Qun l sn phm.- Qun l tin tc.- H tr trc tuyn (dvbook v tt, dv toncu tt, cung cp thngtin v tr li tt )

Cp nhtwebsite:

Duy tr v a thngtin v sn phm, tin tc hot ng, tin chuyn ngnh v ccthng tin khc ca TST TOURIST

Qung co, giithiu website:

S dng cc hnh thcqung co trc tuyn: t banner, GSO Quicklink qungco cho website caTST. Hp bo gii thiunhng tnh nng cbit trn website caTST


Phng chm ca TST:

a doanh nghipv ngi tiu dngn gn nhau hnbng nhng giiphp hiu qu

hn, tit kim hn.

a doanh nghipv ngi tiu dngn gn nhau hnbng nhng giiphp hiu qu

hn, tit kim hn.

Gn hnTit ki m hnHiu qu hn

ww

w.ts

ttour

ist.c

om


- ng k tour tr c tuy n: l mt hnh thc hiuqu cho khch hng v nht l i vi du khchquc t.

- Dch v ton c u tr c tuy n: ch cn mt ngtc n gin Nhn chut l c th t muabt c mt sn phm no trong ngnh du lch tv my bay, phng ngh khch sn, thu t chon cc tour du lch trn ton cu thng qua website ca cng ty hoc c th t mua trn gi.


Bng 4.2. Bng D Tr Chi Ph Cho Gi i Php 2

350.000.000Tng cng

160.000.000QT khch hng, QT ni dung, tng tc KH4

110.000.000ng k lin kt v hon thin bo mt h thng3

30.000.000CP hosting, tn min, pht trin, cp nht Website2

9.000.000Khc

23.000.000Bo, i, truyn hnh (HTV, VTV)

6.000.000Khch mi (qu tng)

9.000.000Sn khu

3.000.000BuffetHp bo giithiu, qung bdch v Book v trc tuyn vdch v Toncu trc tuyn

1

Thnh tin (ng)Chi phSTT

Ngun tin: TTTH


Nhng l i ch m nmang n cho

DN chnh l cu tr li

ww

w.ts

ttour

ist.c

om c c mt website, DN phi mt khong 350 triu cho nm u

tin v 100 triu cho nhng nm tip theo


Do phng trnh hi quy n bin, trong bin c lp l tngchi ph truyn thng khng cho bit r vic nh hng n doanhthu l do cc khon mc chi ph no. Do , kha lun ngh thchin phn tch hi qui a bin nhm xem xt cc chi ph truynthng nh chi ph qung co, chi ph PR, chi ph xy dng Website (bin c lp) tc ng n doanh thu (bin ph thuc) ca cng tynh th no.

- Phng trnh hi quy d bo doanh thu vi nh hng ca tngchi ph truyn thng c ngh nh sau:

Doanh thu = 24.085.004.000 + 59,16 T ng chi ph truy n thng


D KIN DOANH THU T C


- Phng trnh hi quy d bo doanh thu vi nh hng ca cc nhn t chi ph truyn thngc ngh nh sau:

Doanh thu = 8.216.751.530 + 49,03 Chi ph Qu ng co + 54.11 Chi ph PR + 342.62 Chi ph xy d ng Website

Bng 4.3. D Ki n Cc Chi Ph Truyn Thng v Doanh Thu t c VT: 1000

381.474.644354.421.105327.367.566300.314.028355.611.686Doanh thu

100.000100.000100.000100.000350.000342,62Website

4.000.0003.500.0003.000.0002.500.0001.837.25054,11PR

2.500.0002.500.0002.500.0002.500.0002.612.21649,03Qung co

201320122011201020098.216.751.530Hng s

Ngun: TTTH


D KIN DOANH THU T C


CHNG 5. KT LUN V KIN NGH

KT LUN

TST TOURIST

- Tnh hnh cnh tranh trongngnh kh gy gt vi nhiu ith mnh trong v ngoi nc.

- Ngnh du lch c xu hngpht trin trong nn kinh t angsuy thoi v ng gp ca ngnhl kh cao cho GDP

- TST Tourist ang pht trin kh nnh, tc tng trng nhanh, ckhch hng nh gi cao

- Cn u t cho chin lc truyn thng qung b thnghiu nng cao li th cnh tranh.

1

2

3

54

- Xy dng thng hiu l vn sng cn trong kinh doanh


CHNG 5. KT LUN V KIN NGH

i vi NN

Kin ngh

i vi CT

- Cn to mi trng cnh tranhlnh mnh, thun li, bnh ngcho cc doanh nghip- Xy dng HTPL minh bch, x lnghim khc vi phm- Cn u t nhiu hn trong XD hnh nh Thng hiu QG

- Ch trng cng tc o to i ng cn b nhn vinph trch truyn thng Marketing v NVBH.- u t ngn sch v la chn knh truyn thngqung b Thng hiu ph hp: PR, QC, TW- Ch trng th th trng Outbound, quan tm hn choth trng Inbound - ni a- Nng cao cht lng SP, DV, gi mc gi ph hp- u t cng tc hu cn, hu mi, CSVC KT, nngcp v xy dng Website vi nhiu tnh nng hn.

KIN NGH


Hochnh v th c

hin


LOGO

SVTH: TRN TH H PHNG

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