7/28/2019 nhm 5 - tnh hung 10

1/22

TRNGI HC THNG MI

KHOA QUN TR

----- ----

BO CO THO LUN NHM

1

GVHD: Ms. Linh

Lp: 1302SMGM011

Nhm: 05 ti 10

7/28/2019 nhm 5 - tnh hung 10

2/22

H Ni, 2013

MC LC

I. VI NT V TH TRNG TR CHI TRC TUYN VIT NAMV CNG TY VINAGAME

1. Th trng tr chi trc tuyn Vit Nam vi nm gn y

2. Cng ty Vinagame

2.1. Hnh thnh v pht trin

2.2. Cc dch v trc tuyn ca Vinagame

a. Dch v game trc tuyn

b. Cc dch v khc

II. CHIN LC KINH DOANH CA VINAGAME

1. Chin lc cp cng ty

1.1. Chin lc a dng ha

a. a dng ha ng tm

b. a dng ha hng ngang

1.2. Chin lc tch hp

1.3. Chin lc cng

a. Thm nhp th trng

b. Pht trin sn phm

2. Chin lc cnh tranh tng qut

III. PHN TCH CHNH SCH CA VINAGAME

1. Phn tch chnh sch ca Vinagame

2

7/28/2019 nhm 5 - tnh hung 10

3/22

1.1. Chnh sch hp tc

1.2. Chnh sch nhn s, tuyn dng

1.3. Chnh sch sn phm

1.4. Chnh sch gi

1.5. Phng chi game

1.6. Chnh sch qung co, khuyn mi

1.7. Chnh sch chm sc khch hng

2. Nhn xt, nh gi vic trin khai cc chnh sch

IV. KT LUN

I. VI NT V TH TRNG TR CHI TRC TUYN VIT NAM VCNG TY VINAGAME

1. Th trng tr chi trc tuyn Vit Nam nhng nm gn y

Cuc b ca tr chi trc tuyn vo nc ta m mn cho mt k nguyn gii tr

mi ca gii tr. Thay bng nhng tr chi dn d thng ngy, chng ta m mnh vo

th gii k o ca tr chi trc tuyn trong nhng chuyn phiu lu, nhng th thch,

nhng ct mc cn chinh phc. C th ni, tr chi trc tuyn mang n mt tm mchon ton khc cho gii tr v th gi l gii tr.

Vit Nam c nh gi l th trng ln nht ng Nam vi doanh thu cao

nht v lng game th cng ng nht. N c v nh th chng ta ang ng trn mt

ci m ti nguyn v tha sc u t khai thc.

3

7/28/2019 nhm 5 - tnh hung 10

4/22

Trong vng 6 nm (t 2004 n 2010), s lng ngi chi game ti Vit Nam

tng t 1 triu ngi ln n trn 12 triu ngi. Hin ti, c khong 15 triu ngi chi

game ti Vit Nam. Nh vy, sau hn 2 thp k du nhp game, Vit Nam tr thnh th

trng game ln nht khu vc ng Nam vi gn 20 NPH game trn c nc v l 1trong 10 th trng tr chi trc tuyn c tc pht trin nhanh nht th gii.

Theo cng ty Vinagame (VNG), trong khong 8 nm qua, gi tr ca th trng

game Vit Nam tng gp 10 ln, v d bo s tip tc tng trng t 10-20 ln trong 8

nm ti. Trong nm 2012, gi tr th trng game ti Vit Nam theo thng k s b t

khong 5.000 t ng. Trong s , doanh thu ca cng ty VNG NPH game c cho

l ln nht Vit Nam trong nhiu nm nay, chim khong 2.300 2.600 t ng.

Mc d l nc c s lng ngi chi game ng nht khu vc, nhng phn ln

cc sn phm game Vit Nam u phi du nhp t nc ngoi v. Do , Vit Nam n

nay ch c coi l th trng tiu th game ch cha c ngnh cng nghip game thc

s.

Hin nay, ti Vit Nam ch c 2 doanh nghip game ln l VTC online v VNG

thc hin sn xut game v bc u xut khu game ra th trng quc t. T unm ti nay, nhiu game MMO (Massively Multiplayer Online) sn xut ni a t 2

doanh nghip ny c mt ti nc ngoi nh n n ca VNG ti th trng Nht Bn,

SQUAD ca VTC Game ti Hn Quc. Tuy nhin, cc sn phm game ny vn cn kh

n gin, cha thu ht nhiu khch hng.

Vic pht trin ngnh game Vit cng vp phi mt s kh khn khi ngun lc ca

ngnhvn cn kh t i, c bit l nhng ngi c chuyn su v k thut do cha ctrng o to chuyn su no ti Vit Nam v do c th ca ngnh i hi tnh sng

to cao. Chnh v vy, phn ln cc doanh nghip game Vit phi t o to cho nhn

vin.

4

7/28/2019 nhm 5 - tnh hung 10

5/22

2. Cng ty Vinagame

2.1. Hnh thnh v pht trin

Vinagame l cng ty pht hnh tr chi trc tuyn v kinh doanh thng mi int, trc y l Vinagame, c thnh lp ngy 9 thng 9 nm 2004 Vit Nam.

Vinagame l cng ty u tinpht hnh tr chi trc tuyn c bn quyn Vit Nam.

Ngy 07/1/2010, cng ty Vinagame chnh thc i tn thnh Cng ty c phn

tp on Vina (VNG), vic i tn thnh VNG cng c th coi l mt chin lc mun

pht trin xa hn trong th trng gii tr trc tuyn.

Tr s chnh ca VNG t ti ta nh Flemington, L i Hnh vi hn 1700nhn vin. Tnh n cui 2012, i ng nhn vin VNG l 1.900 ngi. VNG cng lp

vn phng mt s thnh ph, tnh thnh ln khc ca Vit Nam trong c H

Ni v Nng. Cng ty cng t xy dng cho mnh mt trung tm d liu trong qu 1

nm 2007 v hai trung tm dch v khch hng phc v 24/7 Thnh ph H Ch Minh

v H Ni.

Ti l trao gii CNTT-TT Vit Nam 2009 do B Thng tin truyn thng t chc

vo thng 3/2010, VNG c vinh danh vi 3 gii thng: Doanh nghip ni dung s

xut sc nht, doanh nghip tr c tim nng pht trin tt nht, doanh nghip c sn

phm, ni dung s thng hiu Vit Nam thnh cng nht.

2.2. Cc dch v trc tuyn ca Vinagame

a. Dch v Game trc tuyn:

Vinagame v ang cung cp a dng cc loi game trc tuyn:

- V lm truyn k - Cu long tranh b

- Boom -Kim th

- Gunny - Kim tin

- Phong thn - Nga long

5

7/28/2019 nhm 5 - tnh hung 10

6/22

- Hng rong - o rng

- Ani world - Khu vn trn my

- n n - Nng tri vui v

- Happy me - Zing speed

- Ao c vui v - Zing play

- My fish - V lm chi mng

- myPlay (Caro, Tin ln, Pida 9 bi, Poker M, T l, X t)

- Thun thin kim

b. Cc dch v khc:

- Cng thng tin in t Zing:

Zing.vn hay Cng thng tin in t Zingl h thng dch v ng b trn Internet

nhm chia s tin tc, cc dch v gii tr v mng x hi. Zing.vn bao gm mt lot cc

dch v nh: tin nhn, m nhc trc tuyn, mng x hi, tm kim, nhn tin tr chuyn

phn mm, phim nh, karaoke, video v hnh nh. S liu thng k lu lng truy cp

tng ln ng k t cc gii thiu ti cng chng. Theo Alexa, hin nay Zing.vn lwebsite c truy cp nhiu th 1 Vit Nam, nh phn mm CMS t ng t trang ch

l www.zing.vn, li kho Internet Explorer option nn nhng ngi ra qun net chi mi

ln bt IE ln mc d "khng mun" cng vn phi vo.

Zing cung cp cc dch v bao gm cng thng tin gii tr, cc tr chi trc tuyn

n gin, nn tng tch hp kt ni mng x hi, chat, email v trang web tm kim nhc,

cng cc gii php internet khc.

- Mng x hi Zing me:

Ra mt vo ngy 1/8/2009, Zing Me (http://me.zing.vn) l mng x hi do

Vinagame xy dng nhm p ng nhu cu gii tr, kt bn, tm kim bn b v chia s

6

7/28/2019 nhm 5 - tnh hung 10

7/22

thng tin ca ngi dng Vit Nam, ng thi cng l trang web ni cc game th tha

sc chi game vi y cc loi game ca Vinagame.

- Zing Mp3:

Zing Mp3 l mt trang web bng ting Vit cho php nghe nhc trc tuyn, ti v

min ph cc album nhc ting Vit v cc ting khc. ng thi cho php thnh vin ti

ln album nhc ca mnh.

- Zing Chat:

Zing Chat l phn mm chat thun Vit. Zing Chat tch hp nhiu tnh nng ca

cc phn mm cht ang thnh hnh nh: tin nhn nhanh, chat voice, webcam. Biu trng

ca Zing Chat l hai ch vt tn Cht v Cht.- Zing Star:

Zing starl mt trangmng x hidnh cho nhng ngi yu thch ca ht, l mt

trong nhng dch v cacng thng tin in t Zing.vn. Zing star cung cp cng c ht

karaoke trc tuyn. Cho php ngi dng la chn ca khc v thu m trc tip qua

ng truyn internet. Mi thnh vin khi tham gia Zing star c cp cho mt trang c

nhn, c xem nh mt nh o lu tr tt c cc bi ht, cc ca khc do thnh vin th

hin s c thnh vin khc tho lun, nh gi, bnh chn. Zing star cn cung cp cc

cng c h tr cc thnh vin giao lu, kt bn vi nhau.

- Cyber Stration Manager:

Cyber Station Manager l phn mm qung co ca Vinagame gip qun l gi

chi cc qun Net. Phn mm ny khng ch qun l gi chi ca ngi chi m cn

gip kim sot tt cdch v khc lin quan n game ti phng Net. Cyber Station

Manager c pht hnh hon ton min ph ngy 2 thng 2 nm 2006 v c thngmi ha vo thng 6 cng nm.

- 123 mua! Online Supermarket:

123mua! l siu th trc tuyn ca Vinagame c nhiu ngi dngInternetbit

n bi tnh tin ch cng nh cc iu kin m bo uy tn ca ngi bn. Khch

7

7/28/2019 nhm 5 - tnh hung 10

8/22

hng ng k ti khon ti y mua sm nhanh cho mnh, hoc gii thiu, t mua qu

cho ngi thn v bn b. Website ny i vo hot ng ngy 14 thng 07 nm 2006.

II. CHIN LC KINH DOANH CA VINAGAME

Chin lc l phng hng v quy m ca mt t chc trong di hn nhm

ginh li th cnh tranh cho t chc thng qua vic sp xp ti u cc ngun lc

trong mt mi trng thay i, nhm p ng nhu cu th trng v k vng ca

cc bn lin quan. Vinagame c nhng chin lc kinh doanh y sng to

cnh tranh v pht trin. Cc chin lc kinh doanh ca Vinagame:

1. Chin lc cp cng ty

1.1. Chin lc a dng ha

a. a dng ha ng tm:

Ma h nm 2008, Vinagame ra mt phin bn mi Phong ha lin thnh ca tr

chi trc tuyn V lm truyn k. Vinagame tin hnh b sung sn phm tr chi trc

tuyn V lm truyn k 2 v 3 sau khi c sn phm V lm truyn k 1.

b. a dng ha hng ngang :

Theo pht trin ca ngnh tr chi trc tuyn vi mong mi p ng s lng

ng o game th, hng lot phng internet game ra i vi mun hnh mun v,

cht lng v cung cch hot ng.

Vinagame xy dng h thng phng Net cht lng cao phc v cng ng

game th V lm truyn k mang phong cch c o v ring bit trn ton quc

thng qua chng trnh V Lm Hi Qun.

1.2. Chin lc tch hp

8

7/28/2019 nhm 5 - tnh hung 10

9/22

Vinagame ang qun l h thng phn phi th tr chi tr trc cc ln.

th ny do Vinagame pht hnh v phn phi cho cc c s kinh doanh Internet,

ni 90% game th thng chi. Ngoi ra Vinagame ang vn hnh h thng gn

3000 im bn th t ng (POS) bn cc loi th tr trc ca Vinagame. Bncnh ti cc i l cn bn card in thoi, v np card tr chi thng qua cc

mng thanh ton qua in thoi nh paynet, vnpay,

1.3. Chin lc cng

a. Thm nhp th trng:

Vinagame a ra rt nhiu hot ng, cc chng trnh xc tin thng mi,

marketing online nhm m rng th phn ca cc sn phm tr chi trc tuyn. C th

nh sau:

Website game l cng c qung b n gin v kh hiu qu. Hu ht bt k mt tr

chi trc tuyn no cng u xy dng website ring ca mnh. Vinagame thit k

website: Vinagame.com.vn nhm cung cp cho cc game th cc thng tin lin quan n

game ca nh pht hnh. y cng chnh l mt trang bo gip cc game th cp nht

thng tin v game hu hiu nht. ng thi tn dng ht sc s thu ht ny treobanner qung co marketing cho game cng nh cc s kin ni chung. Bn cnh website

chnh th mi sn phm game u c website v din n ring v l ni chia s thng tin

ca cc game th. y cng l mt trong nhng cch thm d phn ng ca cc game th

cng ty c th hon tin sn phm ca mnh hn hoc tung ra nhng phin bn pht

hnh chnh thc. Din n l ni cc game th t do by t kin ng gp ca mnh,

Vinagame tn dng iu to ting vang trc cho nhn sn phm sp tung ra ca

mnh hoc s kin mi cho game.

S pht trin ca truyn thng ngy nay khin cc on phim trailer c tn dng.

Hu ht hin nay cc sn phm ca Vinagame c u t vi chi ph rt cao xy

dng trailer. Trong s , trailer ca game Chinh nhn c rt nhiu cm tnh t

ng o cc game th trn cc din n.

9

7/28/2019 nhm 5 - tnh hung 10

10/22

Bn cnh , Vinagame thng xuyn t chc ngy hi Vinagame ti hu ht cc

tnh thnh trn c nc, mong mun c trc tip lng nghe nhng cm nhn, thi v

nhng gp ca khch hng, t xy dng nhng chin lc chm sc khch hng ph

hp. y cng l dp Vinagame cng hi ng vi khch hng ca mnh, tng h mtngy vui thc s vi nhng tri nghim rt tht.

Vinagame lin tc tung ra cc chng trnh khuyn mi vi nhiu phn thng c

ga tr, c bit vo nhng ngy l ln trong nm nhn dp cho n nhng su kin quan

trng ca cng ty. in hnh l chng trnh Mng xun Mu T Nhn t nim vui

vi quy m gii thng 2,5 t ng nm trong chui hot ng chin lc nhm chm

sc, tng cng u i v chc Tt khch hng. Tip l t khuyn mi vi 1 t ng

gii thng cho ma h 2008 mang tn H rn rng Vui ngp trn nhn dp ra mt

phin bn mi Phong ha lin thnh ca game V lm truyn k. Ngoi ra, Vinagame

cn c chng trnh pht lng v cho chi min ph, th hin c th qua game Chinh

. Chng trnh truy cng lnh thng l mt s kin c bit v mi l v ln u

tin game th Vit Nam khng nhng c chi game min ph m cn c tr lng

bng tin mt.

Khng ch vy, nhm chc mng sinh nht Vinagame trn 4 tui, cng ty t chcchuyn hnh trnh hng n khch hng vi mc tiu xy dng ngy truyn thng

Vinagame.

Ngoi ra, Vinagame lun gn kt hot ng kinh doanh vi yu t gio dc v hot

ng x hi khc thng qua Qu t thin nhm h tr cng ng. Tr chi trc tuyn l

loi hnh gii tr mang tnh cng ng rt cao. Khi nim Vn ha chi game cng hnh

thnh t y. Ci hay ca Vinagame l nhn ra ngha nhn vn ny ra chin

lc ph hp lm phong ph thm i sng tinh thn cho game th khng ch trong

game m cn ngoi cuc sng. l xy dng qu t thin Vinagame phc v cho cc

mc ch t thin, h tr cc hot ng nhn o, cc hot ng gio dc tinh thn tnh

nguyn cho nhn vin Vinagame v cng ng game th, th hin trch nhim ca doanh

10

7/28/2019 nhm 5 - tnh hung 10

11/22

nghip i vi cng ng. thng qua nhng hot ng nh vy, cng ty hng nhn vin

Vinagame, cng ng game th ti i sng tch cc hn v hng x hi c ci nhn

khc v bn tr v c bit l cng ng game th - nhng con ngi trng ngha thc

s ngay trong i sng thng nht. Chin lc ny gim thiu mt tri ca tr chitrc tuyn i vi x hi v qua gip cng ty thu ht c nhiu khch hng hn v

m rng th phn ca mnh.

b. Pht trin sn phm:

Khi nhn thy c tim nng ca mt ngnh cng nghip mi, Vinagame mnh

dn hp tc vi nhiu cng ty khc a sn phm tr chi trc tuyn vo th trng

Vit Nam, cng nhu phc v cho vic sn xut v m rng ngun vn pht trin tr

chi trc tuyn.: pht trin sn phm tr chi trc tuyn V lm truyn k 1; 2 v 3,

Phong thn, Cu long tranh b, Gravity, Nexon, CJ Internet, Game HI hay 51 Wan.

V Lm Hi Qun l mt trong nhng chng trnh mi nht ca V lm truyn k

nhm tm kim cc i tc xy dng h thng phng Net phc v cng ng game th

V lm truyn k.

Cng ty Vinagame khi ng chng trnh Chng nhn phng my t chun

Vinagame cng c cht lng phng my.

2. Chin lc cnh tranh tng qut

Vinagame s dng chin lc khc bit ha cnh tranh vi cc i th khc

trn th trng. S khc bit ngay trong chnh sn phm v cch thc phn phi,

marketing v chm sc khch hng y tnh sng to, chuyn nghip v c o.

Vinagame lun vt tri cc i th trong vn la chn mua bn quyn.

Cc sn phm tung ra u nghin cu rt k th hiu khch hng. Vi V lm truyn

k, Vinagame tung mt chiu nh trng vo s thch ca ngi Vit l kim

11

7/28/2019 nhm 5 - tnh hung 10

12/22

hip, kt qu l gi, tr, ln, b n cng game, ng cng game. Game Boom li rt

thu ht n gii v tnh nh nhng, d chi v lnh mnh.

Vinagame rt gii khi bit cc game th ang mun nhng g trong qu trnh chi

game ri tung ra tng chiu. Dn li mt game th v ci ti ca Vinagame: Ci ti tnh

ca Vinagame l ch cho cc game th n lc tht s kht nc, gn cht v kht v

1 iu g dy da, ko r ri mi tung ra nhng th nc gii kht m game th ang

khao kht. V cc game th, h bit rng tr sau g ci kht nc ca mnh cng s

c ung nc nhng chng bit bao gi nn vn chi v c ch iCc game th

lun bit trc Vinagame sp sa gii kht cho mnh bng hnh thc tung ra chiu mi

no cng u xut pht tVinagame thng qua ngun tin chnh thc hay v tnh

khng chnh thc.

Vinagame lun khc bit ha sn phm game ca mnh so vi cc i th cnh tranh

khc. Khc vi nhng sn phm ca nh cung cp game khc, sn phm ca Vinagame

c cu hnh thp ph hp vi phn ln my vi tnh Vit Nam hin nay.

Cc game ca Vinagame u tch hp cc tnh nng ph bin trong cc tr chi trc

tuyn hin nay nh: cho php tham gia, chp nhn li mi t i ca ngi khc, m

nhc, hiu ng m thanh, cho php giao dch, tr li hay gi tin nhn cho ngi chi

khc, ngoi ra cn rt nhiu tnh nng vt tri rt nhiu th loi game.

Thng qua V Lm Hi Qun mt trong nhng chng trnh mi nht ca V lm

truyn k, Vinagame k vng xy dng mt h thng phng Net ng cp mang phong

cch V lm truyn k c o v ring bit trn ton quc.

III. PHN TCH CHNH SCH KINH DOANH CA VINAGAME

1. Cc chnh sch Vinagame s dng nhm trin khai cc chin lc kinh

doanh:

12

7/28/2019 nhm 5 - tnh hung 10

13/22

1.1. Chnh sch hp tc

Vinagame tin hnh hp tc vi nhiu cng ty khc a cc sn phm tr chi

trc tuyn vo th trng Vit Nam, ng thi phc v cho vic sn xut v m rng

ngun vn pht trin thm cc tr chi trc tuyn.

Vinagame tin hnh hp tc vi cc cng ty tn tui v tr chi trc tuyn, trong

phi k ti KingSoft (Trung Quc) pht trin sn phm tr chi trc tuyn V lm

truyn k 1, 2, 3 v game Phong thn. Vo thng 4/2006, Vinagame chnh thc k hp

ng vi KingSoft ca Trung Quc v vic pht hnh c quyn tr chi trc tuyn V

Lm Truyn K 2 - Thp Din Mai Phc. Sau mt thi gian bn a ha, vo ngy

14.10.2007, tr chi trc tuyn V Lm Truyn K 2 (Justice Xwar 2) vi phin bn thnghim Close Beta. Bn Open Beta ra mt ngy 01.12.2007.

Bn cnh , Vinagame cn k hp ng vi Kingsoft mang game JXWorld v

Vit Nam vi tn gi mi l: Kim Th.

Thng 4 nm 2007, Vinagame hp tc vi cng ty Nexon ca Hn Quc v pht

hnh bn th nghim m rng ca Game Boom Online vi tn gi ban u l Crazy

Arcade.

Ngoi ra, nhm hp tc ca Vinagame cn c Indy21 ( Hn Quc) nhm pht trin

th loi game c ni dung m cht v thut v vn ha phng ng, in hnh l game

Cu Long tranh b; Gravity ( Hn Quc); CJ Internet; GameHI hay 51Wan. Cng phi k

ti cc i tc hng u v cng ngh nh VDC, HP, Intel

1.2. Chnh sch nhn s, tuyn dng

Vinagame s dng hnh thc chiu m, vun p v gn gi nhn ti. Ti y, bt k

nhn vin no tng lm vic u c coi l nhn ti v u cn c gn gi. Khi tuyn

dng, cng ty thng t kh nng lm vic theo nhm v yu t tr l yu cu hng u.

13

7/28/2019 nhm 5 - tnh hung 10

14/22

T thng 3 nm 2007, Vinagame chnh thc trin khai chng trnh Thc tp

sinh( Internship Program). Ni dung chnh ca chng trnh ny l nhm tip nhn cc

ng c vin t cc hc vin o to cng nh cc trng i hc trong v ngoi nc,

nhng ngi yu thch cc cng tc chuyn mn lin quan n ngnh cng nghip gii trv dch v cng ng trn nn Internet nhm gip h trc tip tm hiu v lm quen vi

cng vic ti Vinagame, cng nh ti cc cng ty thnh vin khc. Thi gian thc tp

theo quy nh l t 3-6 thng ph thuc vo s b tr sp xp thi gian v yu cu cng

vic ca Vinagame. iu c bit trong chng trnh ny l ngoi vic c h tr kin

thc v kinh nghim thc tin, cc thc tp sinh cn c tr lng theo chnh sch tr

lng c bn v nhn c cc ch i ng khc. Nm 2008, Vinagame tip nhn

khong 80 thc tp sinh. Hin nay, rt nhiu game th gii ca Vit Nam ang lm vicv cng tc vi Vinagame. Cng ty cng nhn c s gip ca gio s m nhc dn

tc T V vi cng v c vn m nhc v nh thit k thi trang S Hong, l c vn

trang phc cho cng ty.

C th ni cng ty Vinagame c chnh sch nhn s tt.Nm 2006, Vinagame

nhn c gii thng Top 50 nh tuyn dng tt nht Vit Nam do Tp on Navigos

v AC Nielsen phi hp cng bo Thanh Nin trao tng. Nm 2007, Vinagame li tip

tc khng nh s thnh cng ca mnh trong lnh vc qun tr nhn s khi c

vinh danh trong chng trnh kho st 50 Nh Tuyn Dng Hng u Vit Nam

(Vietnam's 50 Best Employers), tr thnh 1 trong 50 cng ty c chnh sch nhn s

tt nht ti th trng lao ng Vit Nam.

Vi gii thng ny, Vinagame khng nhng c tn vinh l cng ty c chnh

sch nhn s tt v mc hi lng ca nhn vin trong cng ty cao m cn tr thnh

mt trong nhng hnh mu cho cc cng ty khc v tng v kinh nghim thc t lin

quan ti chnh sch v th tc nhn s, kinh doanh ti Vit Nam. ng thi, Vinagame

cng gp mt cng 49 cng ty khc m ra mt ci nhn lc quan v chnh sch nhn s

trong mi trng kinh doanh ca cc cng ty ti Vit Nam v khng nh thm na tm

14

7/28/2019 nhm 5 - tnh hung 10

15/22

quan trng ca vic thc hin cc chnh sch nhn s i vi s thnh cng ca mt cng

ty hay mt t chc kinh doanh.

Cng ty cn a ra chnh sch h tr 100% chi ph hc ngoi ng cho nhn vin khi

hc cc ngoi ng Anh, Hoa, Hn ngoi gi lm vic, cho php nhn vin truy cp

Internet tc c cao 24/24h cng vi cc cng ngh k thut hin i.

1.3. Chnh sch sn phm

Vinagame cung cp mt h thng tr chi trc tuyn a dng, phng ph nh: V

Lm Truyn K 1, 2; Kim Th; Chinh ; Phong Thn; Thun Thin Kim; Kim Tin;

Tinh V; Hng B Thin H cng cc game casual nh Zing Speed (ua xe); Zing Play;

Boom Online; Gunny (webgame). Ngoi ra cn c mng x hi Zing me v trang web

mua chung Zing deal.

Mt s game ni bt:

- V Lm Truyn K: l sn phm game Kim Hip v em li danh ting cng nh

s thnh cng cho Vinagame. Sau khi pht hnh th trng Trung Quc vi tn

gi Justice Xwar, game ny ngay lp tc to nn cn st. Nm 2004 n c xp

vo hng top ten trong s cc game ang c mt ti th trng ny. JX Online nhn

c rt nhiu gii thng Trung Quc, trong c gii "Game hay nht Trung

Quc" do Hip hi Game Trung Quc v Tp ch PC Game Trung Quc trao tng.

Hin game ny c mt ti Trung Quc, i Loan, Malaysia, Vit Nam.

- V Lm Truyn K 2: Thng 4/2006, Vinagame chnh thc pht hnh c quyn

tr chi trc tuyn V Lm Truyn K 2 - Thp Din Mai Phc.

- Boom Online: bn th nghim m rng ca Boom Online c pht hnh vothng 4 nm 2007. Game ny do cng ty Nexon ca Hn Quc pht trin vi tn

gi ban u l Crazy Arcade. Boom Online l tr chi to bng nc t by

i th.

15

http://vi.wikipedia.org/wiki/V%C3%B5_L%C3%A2m_Truy%E1%BB%81n_K%E1%BB%B3http://vi.wikipedia.org/wiki/V%C3%B5_L%C3%A2m_Truy%E1%BB%81n_K%E1%BB%B3http://vi.wikipedia.org/wiki/V%C3%B5_L%C3%A2m_Truy%E1%BB%81n_K%E1%BB%B3http://vi.wikipedia.org/wiki/Ki%E1%BA%BFm_Th%E1%BA%BFhttp://vi.wikipedia.org/wiki/Ki%E1%BA%BFm_Th%E1%BA%BFhttp://vi.wikipedia.org/wiki/Thu%E1%BA%ADn_Thi%C3%AAn_ki%E1%BA%BFm_(tr%C3%B2_ch%C6%A1i)http://vi.wikipedia.org/wiki/Thu%E1%BA%ADn_Thi%C3%AAn_ki%E1%BA%BFm_(tr%C3%B2_ch%C6%A1i)http://vi.wikipedia.org/w/index.php?title=Ki%E1%BA%BFm_Ti%C3%AAn&action=edit&redlink=1http://vi.wikipedia.org/w/index.php?title=Ki%E1%BA%BFm_Ti%C3%AAn&action=edit&redlink=1http://vi.wikipedia.org/w/index.php?title=Tinh_V%C3%B5&action=edit&redlink=1http://vi.wikipedia.org/w/index.php?title=H%C3%B9ng_B%C3%A1_Thi%C3%AAn_H%E1%BA%A1&action=edit&redlink=1http://vi.wikipedia.org/w/index.php?title=H%C3%B9ng_B%C3%A1_Thi%C3%AAn_H%E1%BA%A1&action=edit&redlink=1http://vi.wikipedia.org/w/index.php?title=Zing_Speed&action=edit&redlink=1http://vi.wikipedia.org/w/index.php?title=Zing_Play&action=edit&redlink=1http://vi.wikipedia.org/wiki/Crazy_Arcadehttp://vi.wikipedia.org/wiki/Gunnyhttp://vi.wikipedia.org/wiki/Zinghttp://vi.wikipedia.org/wiki/Zinghttp://vi.wikipedia.org/wiki/Trung_Qu%E1%BB%91chttp://vi.wikipedia.org/wiki/%C4%90%C3%A0i_Loanhttp://vi.wikipedia.org/wiki/Malaysiahttp://vi.wikipedia.org/wiki/Crazy_Arcadehttp://vi.wikipedia.org/wiki/V%C3%B5_L%C3%A2m_Truy%E1%BB%81n_K%E1%BB%B3http://vi.wikipedia.org/wiki/V%C3%B5_L%C3%A2m_Truy%E1%BB%81n_K%E1%BB%B3http://vi.wikipedia.org/wiki/Ki%E1%BA%BFm_Th%E1%BA%BFhttp://vi.wikipedia.org/wiki/Thu%E1%BA%ADn_Thi%C3%AAn_ki%E1%BA%BFm_(tr%C3%B2_ch%C6%A1i)http://vi.wikipedia.org/w/index.php?title=Ki%E1%BA%BFm_Ti%C3%AAn&action=edit&redlink=1http://vi.wikipedia.org/w/index.php?title=Tinh_V%C3%B5&action=edit&redlink=1http://vi.wikipedia.org/w/index.php?title=H%C3%B9ng_B%C3%A1_Thi%C3%AAn_H%E1%BA%A1&action=edit&redlink=1http://vi.wikipedia.org/w/index.php?title=Zing_Speed&action=edit&redlink=1http://vi.wikipedia.org/w/index.php?title=Zing_Play&action=edit&redlink=1http://vi.wikipedia.org/wiki/Crazy_Arcadehttp://vi.wikipedia.org/wiki/Gunnyhttp://vi.wikipedia.org/wiki/Zinghttp://vi.wikipedia.org/wiki/Trung_Qu%E1%BB%91chttp://vi.wikipedia.org/wiki/%C4%90%C3%A0i_Loanhttp://vi.wikipedia.org/wiki/Malaysiahttp://vi.wikipedia.org/wiki/Crazy_Arcade

7/28/2019 nhm 5 - tnh hung 10

16/22

- Kim Thl mt game kim hip c trang v y nhng hot ng "tn thi gian"

nh Vt i Tiu Dao Cc, Vt i Bch H ng (ti a 30 pht), Chin

trng Tng Kim (50 pht), qun doanh (90 pht),... Kim Th ho hng hn vi

nhiu hot ng a dng khc nhau so vi V Lm Truyn K.

- Thun Thin Kim: l mt tr chi thuc th loi nhp vai trc tuyn nhiu ngi

chi( MMORPG). Trong , mi ngi chi s to ra mt nhn vt (Character)

ca mnh v ha thn vo nhn vt phiu lu, gp g, kt bn, lm vic

cng vi cc nhn vt khc (PC Player Character, ngi chi khc) v cc NPC

(Non-Player Character, nhn vt c lp trnh sn, do my iu khin).

- Gunny: mt webgame hng u Vit Nam ca nh pht trin game 7road (tnquc t l DDTank)

Trong khi cc sn phm tr chi trc tuyn ca cc nh cung cp khc u t nhiu

gy kh khn cho cc game th v mt cu hnh ca my tnh v nhiu my tnh c cu

hnh khng ph hp th cc tr chi trc tuyn ca Vinagame u c cu hnh thp, ph

hp vi kh nhiu my vi tnh ca Vit Nam. Bn cnh , cc tr chi ca Vinagame

u mang nt vn ha vn ha phng ng. c bit, Vinagame cng th pht trin

nhng game mang thng hiu ring: thng 3/2010, Vinagame chnh thc ra mt game

Thun Thin Kim, tr chi do Vinagame nghin cu v pht trin mang m cht dn

tc cng vi ting Game thun Vit, Thun Thin Kim thu ht c rt nhiu

ngi chi.

Cc game ca Vinagame u tch hp cc tnh nng ph bin trong cc tr chi trc

tuyn hin nay nh: cho php tham gia, chp nhn li mi t i ca ngi khc, m

nhc, hiu ng m thanh, cho php giao dch, tr li hay gi tin nhn cho ngi chi,

tham gia din n hoc cc trang web h tr cng vi cc tnh nng vt tri khc.

1.4. Chnh sch gi

16

http://vi.wikipedia.org/wiki/Thu%E1%BA%ADn_Thi%C3%AAn_ki%E1%BA%BFm_(tr%C3%B2_ch%C6%A1i)http://vi.wikipedia.org/wiki/Thu%E1%BA%ADn_Thi%C3%AAn_ki%E1%BA%BFm_(tr%C3%B2_ch%C6%A1i)http://vi.wikipedia.org/wiki/Thu%E1%BA%ADn_Thi%C3%AAn_ki%E1%BA%BFm_(tr%C3%B2_ch%C6%A1i)

7/28/2019 nhm 5 - tnh hung 10

17/22

Vinagame hin ang tin hnh thu ph theo 2 phng php, ty thuc vo loi

game:

Thu ph gi chi: y l cch thu ph truyn thng ca Vinagame,

c p dng vi nhng game nh nh VLTK 1&2. Cch thu ph ny s gip

Vinagame c lng doanh s n nh, tuy nhin cn to ra nhiu bt bnh trong

gii game th, du vy, vi cch thu ph ny Vinagame khng nh c v tr

hng u ca mnh trn th trng tr chi trc tuyn.

Thu ph t vic bn vt phm: l cch tnh ph ph bin, ngi chi

c th chi game min ph nhng mun trang b thm cho nhn vt ca mnh

thnh mt chin binh thc s th phi mua nhng vt phm vi mc gi c quithnh tin thc t. Cch thu ph ny khng to ra c doanh thu n nh nn

Vinagame ch p dng vi cc game c s lng ngi chi t.

1.5. Phng chi game

Do nhu cu chi tr chi trc tuyn ca gii tr ngy cng tng nn hng lot cc

phng Internet game ra i. Hin nay, h thng phng Net ca Vinagame bao gm

15.000 phng, phn b trn khp c nc. Trc tnh hnh , cng ty Vinagame khi

ng chng trnh: Chng nhn Phng My t chun Vinagame nhm nng cao cht

lng dch v ca qu i l vi khch hng, cng nh chp hnh y quy nh ti

Thng t lien tch s 02 ca B BCVT/ VHTT/ CA v qun l dch v Internet. y l

chng trnh nhm cng c cht lng cc phng my, tht cht mi lien h gia cng ty

v cc i l dch v, cung cp cho khch hng nhng mi trng gii tr tin nghi v

ng tin cy nht.

V Lm Hi Qun: l mt trong nhng chng trnh mi nht ca V Lm Truyn

K nhm tm kim cc i tc xy dng h thng phng Net cht lng cao phc v nhu

cu ca khch hng. Qua chng trnh V Lm Hi Qun, Vinagame hy vng s xy

17

7/28/2019 nhm 5 - tnh hung 10

18/22

dng c mt h thng nhng phng Net mang phong cch V Lm Truyn K c

o v ring bit trn c nc, t , V Lm Truyn K s cng phi hp vi h thng

ny nng cao hn na cht lng dch v ca mnh.

1.6. Chnh sch qung co, khuyn mi

Vinagame s dng trang web: Vinagame.com.vn lm knh thng bo cc thng tin

quan trng ca mnh cng nh lm trang ch qung co. Vinagame treo cc banner

qung co marketing cho game cng nh cc s kin ni chung. Bn cnh website chnh

th mi sn phm game u c website v din n ring l ni chia s thng tin cng

nh qung b cho cc game. ng thi, cng thng qua cc website v din n ny,

Vinagame c th thu thp kin phn hi ca game th h c th hon thin sn phmca mnh hn cng nh to ting vang cho nhng sn phm m h chun b tung ra th

trng. Bn cnh , Vinagame cn u t mt s tin kh ln xy dng cc trailer

cho mi game khi chun b tung ra th trng, trong phi k ti trailer ca game Chinh

, on trailer gy n tng su sc v nhn c nhiu phn hi tt ca cc game

th trn din n.

Vinagame lin tc a cc chng trnh khuyn mi vi nhiu phn thng c gi

tr, c bit l vo nhng ngy l ln trong nm hay nhn dp cho n nhng s kin

quan trng ca cng ty. in hnh nh cc chng trnh: Mng Xun Mu T nhn t

nim vui vi quy m gii thng ln ti 2,5 t ng. Tip theo l t khuyn mi vi

1 t ng gii thng cho ma h nm 2008 mang tn: H rn rng vui ngp trn

nhn dp phin bn mi Phong Ha Lin Thnh ca tr chi trc tuyn V Lm Truyn

K mi ra mt. Khng ch dng li vic min ph gi chi, Vinagame cn c chng

trnh pht lng v cho chi min ph, c th l vi game Chinh , tt c cc game

th c nhu cu tm hiu game u c th n nhng phng my gn nht ti a phng

c din ra chng trnh Ra mt Chinh - Min ph cng chi hoc cc lnh a

Chinh c c hi chi game Chinh hon ton min ph. Ra mt Chinh -

Min ph cng chi l mt hot ng chi game khng tn tin trn ton quc c quy

18

7/28/2019 nhm 5 - tnh hung 10

19/22

m ln nht t trc ti nay do Chinh khi xng, phc v rng ri cho tt c cc

game th c nhu cu tm hiu v khm ph nhng ci hay mi l ca game trong thi

gian u. C th ni Truy cng lnh thng l mt s kin c bit v mi l v ln u

tin cc game th Vit Nam khng nhng c chi game min ph m cn c trlng bng tin mt.

1.7. Chnh sch chm sc khch hng

Vinagame c i ng hng trm nhn vin chm sc khch hng phc v khch

24/24 v 7/7. Nhm chc mng sinh nht Vinagame trn 4 tui v n cho chng

ng tip theo, cng ty cng vi hn 600 nhn vin ti TP. H Ch Minh t chc

chuyn hnh trnh hng ti khch hng vi mc tiu xy dng Ngy Truyn thng

Vinagame vo ngy 20/9. Mi nhn vin s trc tip n thm hi, tm hiu v gn gi

khch hng ca Cng ty t , h c th hiu hn v hnh nh ca Vinagame trong

tm tr khch hng nh th no v c nhng hnh ng tch cc gip khch hng cm

thy thoi mi v hi lng hn vi dch v v cc tr chi trc tuyn ca h. Ngy hi

Vinagame l chng trnh c t chc thng xuyn ti hu ht cc tnh thnh trn c

nc, vi mong mun c lng nghe trc tip kin, cm nhn, thi ca khch hng,

qua Vinagame s c c s thc t ci thin cht lng dch v.

Vinagame thit lp nn h thng chm sc v gii p cc kin ca khch hng

thng qua:

- Hotline( gi in trc tip gp nhn vin h tr): 1900 561 558

- Website: https://hotro.zing.vn/

- Trc tip n Cc Ngnh Khch ng c a ch ti hu ht cc tnh

thnh trn c nc.

2. Nhn xt vic trin khai chnh sch kinh doanh ca VINAGAME

19

https://hotro1.zing.vn/subhomepage/showcontent.162.htmlhttps://hotro1.zing.vn/subhomepage/showcontent.162.html

7/28/2019 nhm 5 - tnh hung 10

20/22

Bng n lc pht trin khng ngng vi chin lc kinh doanh ng hng v cc

chnh sch c trin khai mt cch hiu qu, Vinagame t c nhng thnh tu

khng nh trong th trng game Vit Nam trong sut 8 nm qua.

Vinagame nhn ra th trng tr chi trc tuyn, gii tr trc tuyn Vit Nam

cn nhiu c hi v tim nng, nhn ra c nhng c hi, tng kinh doanh, t ,

Vinagame u t v i hng ny.

Vinagame nh gi c thc lc ban u ca mnh, do vy cng ty la chn

hp tc cng ngi khc hc hi kinh nghim, mn th, ng trn vai ngi

khng l nh KingSoft mnh mnh hn, gy dng nn tng c th ng vng

v pht trin. Vinagame bit nm bt li th cng ngh thng tin l cc phnmm game t cc i tc Trung Quc, Hn Qucv cc i tc tn tui v cng

ngh nh VDC, HP, Intel nng cp, bo tr cng nh pht trin cc game mi.

Khi lc mnh, th , Vinagame to ra nhng sn phm ca ring mnh,

thc hin nhng chnh sch lng v thng phc li rt tt gip gi chn ngun

nhn lc c cht lng cao. Vinagame tp trung nng cao cht lng i ng nhn

vin thng qua cc kha du hc bn Trung Quc, to mi trng lm vic thoi mi,

ch thng cng bng, kch thch tinh thn lm vic ca nhn vin. V th m i

ng nhn vin ca Vinagame rt c nng lc. Tuy nhin v cha c nhiu kinh nghim

pht hnh game mng x hi, Vinagame bit cch lin kt lm vic vi cc lp

trnh vin cc tp on khc hoc mua game ca nc ngoi. Do cng ty cn tch

cc t chc nhiu hn cc cuc thi lp trnh game tm kim nhn ti.

Khi Vinagame tr thnh mt cng ty hng u trong vic cung cp cc dch v

gii tr trc tuyn v kinh doanh trn nhng sn phm ca chnh mnh th thng quapht huy nhng li th cnh ranh, to s khc bit so vi cc i th khc c v sn

phm, gi c, cch thc phn phi v cht lng phc v khch hng.

Bin php marketing m Vinagame s dng l khai thc lnh vc in nh: nhng

on phim c lm li mt cch hi hc gip lan truyn nhanh trong gii tr. y

20

7/28/2019 nhm 5 - tnh hung 10

21/22

l cch qung co ht sc mi m trong nghnh cng nghip game. Bn cnh cng

ty dng cc banner, poster qung co ngay ti phng my, tn dng cc sn phm

hin ti qung co cho nhau.

Mng phn phi rng ca Vinagame gip cng ty phn phi sn phm mt cch

nhanh chng, n nh n tay ngi tiu dng.

Dch v t vn h tr khch hng rt chu o vi i ng nhn vin nhit tnh,

chm sc khch hng 24/24 trong tt c cc ngy trong tun. Ngoi ra Vinagame t

chc cc chng trnh hng ti khch hng mc tiu c th tm hiu nhu cu thc

s ca khch hng p ng mt cch nhanh v tt nht.

IV. KT LUN

C th ni tr chi trc tuyn l mt ngnh cng nghip non tr nhng y tim

nng i vi Vit Nam, mc d mc ri ro v kh khn khng phi l nh, t vic

nh hng u t, pht trin game cho n hnh lang php l.

Nhn thc c nhng c hi v thch thc to ln ca ngnh cng nghip ny, vinhng th mnh v im yu vn c, Vinagame mnh dn gia nhp vi nhng chin

lc ph hp v bc i vng chc, dn dn chim lnh th trng v tr thnh doanh

nghip hng u trong lnh vc cung cp gii tr trc tuy. l chin lc tn dng sc

mnh ca cc i tc i trc t nc ngoi cng pht trin, chin lc to s khc

bit qua sng to trong khu phn phi, tip th sn phm v chnh sch phc v, chm

sc khch hng hiu qu.

D thi gian hnh thnh v pht trin cha di, nhng nhng thnh tu m

Vinagame t c qu l khng nh, khng ch em li li nhun cao cho doanh nghip

m cn gp phn a ngnh cng nghip tr chi trc tuyn caa Vit Nam ngy mt

pht trin vng chc.

21

7/28/2019 nhm 5 - tnh hung 10

22/22

22