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 143 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 144 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 di v ing 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 145 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 tru i ng 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. 146 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 147 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 h g rc 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. 148 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). 149 + 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. 150 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 151 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. 152 [...]... 3 cong ty nhu vay va bao cao ket qua tim kiem (ten, dia chi, dien thoai, fax, email, website) 172 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. .. 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... giortheu240.cnygim6teWan10uc.orldTae Association, dia chi http://world.vvtca.org/ g6m 30 0 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, 165 3. 3.5 Hg thong thiing tin xfic din thirang mgi tren Internet Hog dOng ho... 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. .. 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... 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... lenayvokhg1p in.TS 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... 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 1 63 hanh cac giao dich mua va ban hang hoa vai khi lugng 16m,... 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,... 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 emarketing, ten 35 doanh nghiep xuat nhap khau: phan 16n cac doanh nghiep tham gia vao nghien ciru la doanh . 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. 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. 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