CHI CING 1. CO So Li? LU4N CHUNG VE CHIEN LUI;1C PHAT MIEN THUVNG 1.1 Ting quan thwang hitt' 1.1.1 Cic khii niem vi thirung hien Tir "thin:mg hieu" (Brand) c6 nguen etc to chit Branch, theo tieng Iceland co nghia clang diu, xuit phit tir thbi xa xua, khi nhOng chit trai chin nuoi mute phin biet din ciru cua minh yea nhitng din ciru khic, hp di dimg met con diu bing sit nung de deng len lung tang con met, thong qua Q6 khing djnh gii tri hang hoa vi quyen se hitu dm mirth. Nhu the, thuong hieu xuit hien tfr nhu ciu to sv khic biet cho sin phim cua nhi sin xuit. Hien nay, thuot ngit "finical hieu" dang dtrqc sir Mpg rat reng rii 6 Viet Nam. Tuy nhien, yin dang tan tai nhieu cich giii thfch khic nhau xoay quanh thuilt no/ niy. C6 nhieu cich di djnh nghia thuung hieu: Thuong hieu, theo TO chirc so Mtn trf tue the gi6i WIPO, la mat defu hieu dac biet de nhan biit mat san pham, mat hang Ma hay mat djch vy new do dupt san xue r it, chtqc cung ccip bbi mat to chtic hock mat ca nhan. Hiep hei Marketing Hoa Ky (AMA) (Anil nghia: "Thuong hieu la mat cal ten, tit ngIt, kY hieu, bilu titcmg, hinh that  hock tap hop cac yiu to Din nhc3m xcic djnh va plan biet hang hem, djch vy caa mat nguai hock mat nhom ngueri ban veri hang hoa va djch vie ctia ccic dot thti cgnh tranh". Theo quan diem mei nay nay efts Kevin Lane Keller, thus:mg hieu li "mat tap hpp nheng lien Mang trong tam tri ngueri tieu ding, lam tang gici tri nhan that ctia mat san phtim hock djch vv" Tom loi, du sir ding nhOng cich thirc vi ciu chit khic nhau de the hien nhung hiu het cic nhi nghien city cling nhu cic nhi kinh doanh ngity nay deu c6 chung met then nhat ring thuang hieu kheng chi li sin phim, mi n6 c6 nhftng yeu t3 elm phin biet sin phim d6 v6i nhitng sin phim khic dtrqc thiet ke de dip img cling met nhu eau. 1.1.2 Thinh phin cilia thin/mg hien Thuong hieu bao gem hai thenh phin nhu sau: Phdn dpc dupt Bao gem thong yeu to c6 the dqc &um, tic deng vio Minh giic cic ngtrei nghe nhu ten gqi ding ty, doanh nghiep (vf do this: Gateway, Pgrand, 3M ), ten sin phim (555, Coca-Cola ), ciu Ichiu hieu (slogan) (tic trung (Rd yeu Viet Nam), dotm nhoc, vi cic yeu to phit am khic. 1 PhAn khong doc dtax Bao gam then yeu t6 khong doe dutrc ma chi c6 the cam nhon duce bang thi giic nhu hinh ve, bieu tuqng (hinh bong sen cua Vietnam Airlines), net che, mau sec (miu xanh cila Nokia, de ciut Coca-Cola), kich cb hay kieu ding thiet ke, bao bi vi cac yeu t6 nhOn biet bing met khic. 1.1.3 Cic loii throng hita The tiep con dm quirt trj thuong hieu vi marketing, thuang hieu c6 the chia thinh brin nh6m: thuong hieu ci biet, throng hieu gia dinh, thuang hieu top the (throng hieu nh6m) vi thuung hieu qu6c gia. Throng hieu cb bift Thuang hieu ci biet (con duqc gpi IA thuong hieu a the hoOc thucmg hieu rieng) la thuang hieu ctia tang cluing loci hoec tang ten hang hem vi djch vo co the. Val throng hieu ca biet, mai lotti hang Ma, djch vo se mang mOt thuung hieu, nhu voy mOt doanh nghiep sin xuit vi kinh doanh nhieu hang hem khic nhau ce the c6 nhieu thucmg hieu khac nhau. Vi dµ nhu Ong Thp, Dielac, VFresh IA nhemg throng hieu ci biet ciut Cong ty sera Viet Nam Vinamilk. Dec diem ciut loai thucmg hieu nay la thtrimg mang nheng thong diep ye nhting Wing Ma co the (nhu firth niing n6i trOi, tinh uu viet, nheng den ich dich thvc ) vi duce the hien tren bao bi hoec chinh 1£1 s r ca biet ctia bao hi hang hoa. Lodi thuang hieu nay cling ce ci tinh rieng biet, luen to cho ngu?ri lieu dung mOt co hOi Iva chon cao ngay ca trong truong hop d6 IA nhang thuong hieu thutic sa her alga cling mOt cong ty. Throng hifu gia dinh Thuang hieu gia dinh la thucmg hieu chung cho tit ci cic hang Ma, djch vo cita mOt doanh nghiep. Mpi hing Ma thuOc cic chung loci khic nhau caa doanh nghiep deu mang thucmg hieu nhu nhau. Vi dµ nhu Vinamilk (gin cho tit ca cic sin phim cilia Vinamilk, to sita tuoi, sera chug, ph8 mai ) Dec diem curt thuong hieu gia dinh IA Unit khiti quit rat cao vi phiti co tinh dai dien cho tit ca cic chimg loci hang h6a cart doanh nghiep. Mgt khi tinh dal dien vi khai quit bi vi pham hay mat di, ngteri to se phiti nghi ngay den viec tao ra thong thuang hieu ca biet cho timg chAng Iota hang h6a, djch vo co the de chin khong Anti htrang den thucmg hieu gia dinh. Vi nhu Kinh D8 IA thucmg hieu gia dinh vi de tao ra cho khich Wing mOt top hinh Anti ve nhitng sin phim birth kg°, ntumg khi doanh nghiep nay ce y d$ kinh doanh riffling sin phim thuOc nhem king khic nhu ca phe, mi An lien thi viec sou dtmg thuong hieu gia dinh c6 the se trey nen bit lqi cho viec nhon 2 Thang Long University Library dien thuong hieu. Thucmg hieu gia dint c6 the xuat hien doe lop tren hang Ma hoac ce the di ken' Gang thuong hien ca biet hay thuong hieu quit gia. Thuong hieu tdp the Thuong hieu top the (con dtrqc gqi la thuong hieu nh6m), la thuong hieu ciut mot them hay mOt so chimg lo#i hang has nao de, c6 the do mOt don vi san )(at ho6c do cac don vi khac nhau cling sat xuit va kinh doanh, vi du nhu g6m Bat Trang, nuor main ► Phu Quoc Thuong hieu tap the cling c6 the la thuong hieu chung cho hang hea coa the doanh nghiep khac nhau trong con mOt lien ket nao d6 (hiep hOi nganh hang, khu vuc dja ly, tap Joan kinh te ). Vol mOt cling ty cling 0 the hinh thanh thuong hieu nhem, nhu trtrOng hqp cita Tap &In Unilever c6 rat nhieu cac thuong hieu khac nhau nhu Dove, Omo, Thuong hiesu quoc gia Thuong hieu vac gia lit tap hqp the lien ttemg va nhan thirc cita tong dang lie hinh anh va ban sac ctia mot qutic gia, trong d6 hinh anh qua& gia glint cac yeu t6 nhu: ten pi, khiu hieu, ljch sir quec gia, tic vj tri dja 15f &lc thu, con nguiri, moi trueng song va lam viec, du ljch, thanh ttru lie kinh to - van hea - xi hOi, nhen thirc cita tong ding, hinh imh lie sq van dOng caa qu6c gia din de ben sic tuong lai Ban sic qu6c gia thuong the hien hinh anh mong tree trong tucmg lai cua qutic gia gin ten quOc gia d6 \Teri cac gia try' nhu: than thien, da clang, yin mirth, truyen thong, sang tao, chit luqng, hal Thuong hieu quit gia ciut Viet Nam la Vietnam Value hay cilia Thai Lan la Thailand's Brand DO diem cilia thuong hieu quit gia la thuong 0 tinh khai quat va trim tucmg rat cao va king bao gib dimg dOc lap, luon phai gin lien vai the thuong hieu ca biet hay thuong hieu thorn, thuong hieu gia dinh. 1.1.4 Vai tro cult thuong hi4a 1.1.4.1 Vai trb ctia thuong hi!u a Width:nit nghifp Thuong hieu gift mot vai fro quart trong doi vei doanh nghiep trong viec tao citing vi bito ye birth firth, gia tit omen so hftu trong qua trinh phat trier cfia doanh nghiep. Thuong hieu mo dyng hinh anh doanh nghiep va san phcim trong Mm tri ngurn tieu dung Ngtrbi tieu dung se ltra chip hang Ma thong qua su cim than ciut mirth, khi mot thuong hieu lan diu xuit hien tren thj trubng, ne holm town chtra co duqc mot birth firth nao trong tam tri nguei tieu dimg. Nhitng thuOc tinh cita hang hea nhu ket tali, hinh clang, kith think, mitu sic, hottc cac djch lip sau ban hang se la tier de de ngtrobi tieu 3 ding Iva chcm chimg. Qua thbi gian, bing kinh nghiam trong sir dung WI 'thing th8ng dip ma thucmg hieu truyen tai den ngubi tieu dimg, vi tri vi hinh anh dm hang Ma duqc djnh vi din din trong tam tri khach hang. Th8ng qua djnh vj thuong hieu, tuna tap khach hang duqc !filth thimh, cac gia tri ca nhan ngubi tieu ding din dtrqc khing djnh. Khi di, gia tri cua thuang hieu dtrqc djnh 1111111 vi ghi nh#n thong qua cac bieu hien nhu ten pi, bieu trung va khiu hieu cia thuong hieu. Nhung tren het, a cb duqc sv ghi nlartn d6 chinh la chit lucmg king hem djch vu va nheng gia tri duqc gia tang ma ngubi tieu ding va khach hang cua doanh nghiep co duqc tir hoot gong cia doanh nghiep (phuang thirc ban hang, m6i quan he chart mvc trong giao tiep kinh doanh, cic djch vu sau ban, quan he ding ching, cac gia tri truyen thong cia doanh nghiep ) Thurmg hieu nhu mat led cam kit giaa doanh nghiep va khdch king Su dm nhon cua ngubi fieu ding d6i vOi sin phim cia doanh nghiep dva vao rat !lieu yeu t6 nhu cac thu6c tinh dm hang hia, dich vu di kern, uy tin va hinh anti cia doanh nghiep trong din tri ngubi tieu ding. Mat khi ngubi tieu ding di Iva chip son phim mang mat thuang hieu nao d6 tic la hq di chip nhan va girl gim long tin vao thuang hieu db. Cac thong diep ma thuang hieu dua ra trong the chuong trinh truyin thong Won to mat sv kich thich, I8i cutan khach hang. NO chia dung mat n'Oi dung nhu nhUng cam ket ngim djnh nao di cua doanh nghiep ye chit lucmg hang hem ho#c nhemg lqi ich tiem An ti viac sir dung hang Ma. Tuy nhien, nheng cam ket nay hoan toan 'thong hi rang buac ve mat phap 19, nb chi ductc ring buac bing uy tin cia doanh nghiep va sv trung thinh cia khach hang. Khach hang o5 thi ngay tic quay lung loi vai doanh nghiep va toy chay hang Ma cia doanh nghiep neu sv cam ket ngAm djnh bj vi phom. Ben canh de, yeti m6i son phim con cb nhing cam ket mang tinh phap 19, buac sin phim phai dip ing. DO la cam ket ve thanh phin, di) ben, ket cAu vi !thong cam ket chit ltrung khic. Thurmg hieu nhdm phan doon thj truemg Trong kinh doanh, the cong ty lueon dua ra mat to hqp the thuac tinh ly Meng ve cac the monh, lqi ich dich dive va dac ttung not trOi dm hang Ma, djch vu sao cho phi hqp 'yea nhu ciu vi thj hiku tang nhim khach hang col the. Thucmg hieu vbn chic fling /than biet va phin biet se 1;4 doanh nghiep phan doon thj tru?mg. Bing cach Mo ra nhitng thuang hieu ci biet, doanh nghiep di thu hit duqc sv chi 9 dm khach hang hien hitu cling nhu tiem nitng cho tang citing loci hang Ma. Vai timg citing loci hang Ma cu the mang Wiling thuang hieu cu the se Luang ing veri tong tap khach hang nhit dinh. 4 Thang Long University Library Thuong hieu kheing trqc dip phan dogn thj truong ma chinh qua trinh phial dogn thj truth% da doi hei an ce thuong hieu thick hip cho tang phan dogn de djnh With mOt gia trf ca nhan nio d6 curt ngubi tieu dung. VI the thuong hieu thyme sir quan trong, gop phan djnh Ifinh it net han cho mai phan dogn thi trvong. Thuong Neu tgo nen str khdc biet trong crud trinh phdt triin san phdm XuAt ph& tir nhftng djnh vj khac nhau cho thing chimg logi hang hi% yeti nhftng thuong hien khac nhau, qua trinh phat then ciut san phtun cling dirge khic sau han trong tam tri ngubi lieu dung. Cling Arai sir phat trier cua san pham, ca tinh thuong hieu ngay tang doge djnh Ifinh vi the hien r8 net, thong qua de cac chitin lucre sin pham se phiti phi) hip va hiti hem hon cho tong chfing tool hang h6a. MOt san pham !chic biet vii nhftng sin pliant khac beri cac tinh nang, ding dung cling nhu djch vu kern theo ma theo d6 to ra stir gia tang ctia gia tri stir dung. Thuong hieu c6 &Au hieu ben ngoai de nh6n citing sub Ichfic biet de. Mei chung logi hang h6a hoc Pin hip hang h6a duct djnh vj cu the se ce nhftng khac biet co bin ve cling dung ho(ic tinh nang chit yeu va chang thuong mang nhOng thuong hieu nhat djnh phu thuOc vim chitin huge ciut doanh nghiep. VI the chinh thuong hieu da tgo ra khac biet de nhon thay trong qua WM phat thin curt mOt t$p hocmOt deng sin pham. Thuong hieu mang Igi nhismg 10 ich cho doanh nghiep MOt thuong hieu khi de ducat chap nhon se mang Igi cho doanh nghiep nhftng lqi ich dich thqc, de nh$n thay. D6 la khit nang Pep thj trubng mOt each a ding han, sau rOng hon, ngay ca khi d6 la mOt Chung loaf hang h6a m6i. MOt hang h6a mang thuong hieu ntoi Peng e6 the bin dirge vii gia cao hon so vii cac hang hem tuong to nhung mang thuong hieu xa la. Dieu d6 c6 duce la nho long tin cua khach hang vii thuong hieu. Thuong hieu uy tin yeti chat luqng cao khong the c6 gia thAp, do de lqi ich doanh nghiep fro nen cao han khi kinh doanh sin pham cart thuong hieu uy tin. MOt thuong hieu mph se gifip bin duce nhieu hang han. Khi thuong hieu dirge ngubi fieu dung chap nhen va tut chuOng se tgo dung ducat long trung thanh cua Ichfich hang, lie d6 ngubi lieu dung se kh8ng xdt net km chip hang hem ma hq 'dm c6 xu hiring Itra chqn hang h6a tin ttemg. Day chinh la vai tre rat tich eve coa thuong hieu xet theo goc dO thuong mai va lqi nhufm. Thuong hieu gitip thu hilt cdc nha ddu to Thuong hieu n6i tieng kheing chi tgo ra nhftng lqi the nhat djnh cho doanh nghiep trong qua trinh ban hang va cung cap djch At ma can tgo dieu kien va nhu mOt sir dim bao thu hitt dau to va gia tang cac quan he bgn hang. Khi da c6 duqc thuong hieu noSi cac nha du to cling Idtang can e ngai khi dau to vio doanh nghiep, co phieu ala 5 doanh nghiep se dugc cac nha diu to quan tam hat; bun hang cita doanh nghiep cling se sin sang hgp tic kinh doanh, cung dip nguyen lieu va hang Ma cho doanh nghiep., nhu vay se to ra met mai truing thuen lgi cho doanh nghiep trong kinh doanh, gep phin giam gia thanh sin phim va ruing cao sirc canh tranh ccut hang h6a. Thuang hieu M tai san vo* hinh va rat có gia aria doanh nghiep IChi thuang hieu tre nen c6 gia tit ngubi to se sin sang thgc hien vier chuyen nhugng holtc chuyen giao quyen sir dung thuong hieu de. 'Chi thuang hieu d3 ceo chi dung trong bang khach hang, gia tri curt n6 phai bao grim ci uy tin va str yeu thich ma Ichach hang danh cho n6 cling nhu dO pit trong thin thfrc tren thj Inking va ke ca nguton than lgc tet !that dang lam viec tai doanh nghiep. 1.1.4.2 Vai trb cot; awn hies dai vat Mulch hang Truett day, chimg to thublig sir dung thuang hieu kern theo ten Ong ty va sin phim lam ding cu M trq chling tre nen hip din han dog vei ngubi tieu dung. Ngity nay, met thuang hieu con c6 kha nang phan biet, dim bao ve chit lugng, ca se ctia niem tin, to ra gia tri cam xfic, twig thanh trong ngubi tieu dung va dinh huOng trong tieu dimg. Thuang hieu ghip nguai tiers dung phan bier hang hoa Thuong hieu giup ngubi tieu dOng phan biet nhanh cheng hang Ma can mua trong muon van cfic hang Ma cling loci khac, gep plan xac djnh dugc nguen gee xuAt xir dm hang hea. Mai hang hea do met nha cung cap khac nhau se mang met ten ggi hay cfic din hieu khac nhau, vi the thong qua thuang hieu, ngubi tieu dimg ce the then clang a clang hang h6a hoac djch vu cua tfrng nha cung cap. C6 met thgc to la ngubi tieu dimg luen quan tam den cong dung Mac lgi ich dich thgc ma hang h6a, djch vu mang lui cho hq. Nhung khi can phai lya chpn hang h6a, djch vu thi hAu het hg lai luon de y den thuang hieu, xem xtt hang Ma, djch vu cita nha cung cap nao, uy tin hoac thong diep ma hq mang den la gi, nhitng ngubi fieu clung khac c6 quan tat ' n va de sr den hang hea mang thuang hieu de khemg. Nhu v$y, thgc chit thuang hieu nhu met lbi giei thieu, met thong diep va diu hieu quan frog de ngubi tieu clang can al vao de dua ra phan quyet cuei cling ye berth vi mua sAm. Musing hieu g6p ph4n tgo ra gib tri cá nhon cho nguiri tieu dung Thuang hieu geop phalli too ra met gia trj ca nhan cho ngubi tieu dimg, met cam giac sang trgng va dugc ton vinh. MOt thuong hieu nog geng se mang den cho Ichich hang met gia tri ca than ntio de trong cOng clang, ne lam cho ngubi tieu dimg c6 cam giac sang trcong ham, not bat hot, ding cap han vi dugc ton vinh khi tieu dung hang hea mang thuang hieu d6. Dieu de chi c6 the c6 dugc met kW thuang hieu da dugc djnh vi r8 rang va da dugc ding chimg biet den, tin ttemg. CO the thin they ring, 6 Thang Long University Library chinh doanh nghiO vei chien lucre djnh vi cos minh da too ra mat hinh tuvng ye hang hes trong tam tri khach hang nhung chinh khach hang loi lit nhang nguoi dua hinh tutyng de trO nen c6 y ngifia hcm, khac biet hon. Throng hieu gitip ngued Wu clang yen tam hcm ve chdt luvng, gicim thiiu nii ro trong tieu ding Khi nguti tieu dung Iva chip mot throng hieu tic la hp da girl gam niem tin vao throng hieu do. HQ holm town yen tam ve chit luqng hang Ma, nhang djch vv di kern vi thai dO (mg xir ciut nhit cung cap voi cic sv c6 xity ra vai hang Ma, djch vv. Nguti tieu dung khi can din do ve the dO bao hanh &Si win hang hem mang mot thuong hieu nao d6, hp se khong dua ra guy& djnh mua sum hang h6a d6. CO rat nhieu hang h6a Iva chin ma chit luqng curt cluing ye co ban kh8ng thua kern hoac thorn chi hoan town ngang bing nhau yeti hang hes tircmg ttr mang thuong hieu Ichac. Nhung sv gia tang nhang gia trj ma hang h6a mang loi (che dO bao hanh, djch Ai di kern, sv an can va chant chat khich hang) va nhang thong tin ve thuong hieu se lutln too cho khkh hang mot tam 19 tin ttkmg, dim dit hp di den quyet djnh tieu dung hang hes. Lva chin mot thuong hieu, ngirM tieu citing luen by vong giam thieu duqc da nhang riti ro c6 the gap phai trong tieu dung. Tit ca nhang rao can d6 c6 the loci be khi thuong hieu da duqc djnh With trong tam tri khich hang. 1.1.5 Chin Bang ala thmmg hieu 1.1.5.1 Char ming nhOn biit vd ph& bit Day la chirc Wing rat 4c trong vi quan tong ala throng hi'eu. Co the n6i, chirc tiling gac curt throng hieu la Oki biet va nhOn biet. Kha nang nh#n biet duqc ctia thuong hieu la yku quan tong khong chi cho ngrubi lieu dung ma can cho ca doanh nghiep trong quan trj va dieu Wirth hoot dung curt doanh nghiep. Thong qua thuong hieu, nguM tieu dung va nha sin xuit co the a clang phan biet va nhon biet hang hea dua doanh nghiep nay v6i cic doanh nghiep khic. Top hqp cac dau hieu curt thuong hieu (ten hieu, bieu trung, bieu ttrqng, khan hieu hoac kieu clang dac biet ala hang h6a va bao bi ) chinh la can dti de nhon biet va phan biet. Thucmg hieu ding deng vai tr6 rat tich cvc trong phan clop thj twang cum doanh nghiep. Mei hang h6a mang thuong hieu !chic nhau se dua ra nhang thong dip khic nhau dva tren nhang diu hieu nhit djnh nhim dip img nhitng ky vpng vi thu but sv chi 9 dm nhemg tap khic hang khic nhau. Khi hang Ma cang phong phO, da dung thi chirc Wing phan biet cang tar nen quan trpng. MQn dau hieu gay khe khan khi phan biet se lam giarn uy tin va can ter sv phit trien curt mot thuong hieu. MOt thuong hieu dirge duet lop nhang thieu ving chirc 7 !tang phan biet vi nhan biet se khong duqc ding nhon dual gee dO phap ly va co the din den sir that bai trong chien luqc cita doanh nghiep. 1.1.5.2 Cher ning thong tin vd chi din Chirc nang thong tin va chi din cua thuang hieu the hien 6 chi, th8ng qua !thing hinh anti, non net hoac cac dau hieu khac cling nhu khiu hien coa thuong hien, ngteri tieu dung c6 the nhan biet duqc phin nao ye gia trj sir dung ctia hang h6a, nhirmg ding ding dich thvc ma hang has de mang lei cho ngubi tieu eking trong hien tpi va tuong lai. Nhfng thong tin ye nai san mat, ding cap cilia hang hem cling nhu dieu kien tieu cling ce the phan nao duqc the hien thong qua thuong hieu. NOi dung cita thong diep ma thuang hieu truyen tai lute rat phong phu va the hien chirc Hang thong tin, chi din dui thuong hieu. Wit thong diep cling c6 the duqc hieu vi cam Stan khfic nhau ear nhing khu vuc khac nhau v6i nhing deli ttrqng tieu dung khac nhau. IChong phai tat ca mqi thuang hien dang ten t4i tren thj throng deu c6 chirc fling My. Tuy nhien, khi thuang hieu the hien rei duqc chirc Hang thong tin vi chi din se la nhang co hOi thu$n lqi de ngubi tieu clang tim hieu va di den chip nhon thuang hieu. 1.1.5.3 Cher nong t(to cdm nit& vd tin city Thuang hieu con ce chirc fling tao sir cam nhen. DO lit cam nhan cfia ngubi tieu dimg ve sum sang Mpg, sir Ichtic biet, mOt cam nhon yen tam, thohi mai va tin ttr?mg khi tieu dung hang h6a, dich vir d6 vi sir tin Wang khi hp chip tieu dung hang hea do. Nei den sit cam nhan la ngubi to nal den mOt An ttrqng nao de ve hang h6a, dich vii trong tam tri nguiri tieu dimg. Su cam nh$n colt Ichach hang khong phai tu nhien ma c6, ne duqc hinh thanh do tong hqp cac yen tto cita thuang hieu nhu mau sic, ten gqi, bieu ttrqng, bieu trung, am thanh, khan hieu, gia tfi khac biet va ca sir trai nghiem cua ngubi fieu clang. Cling mOt hang h6a nhtmg sir cam nhon coa ngubi tieu dung c6 the khac nhau, phy thuOc vio clang thong diep hotIc hoar can't tiep Tilton thong tin hale phq thuOc vao sir triti nghiem trong tieu dung hang hes. To ra mOt gia tri ca nhan cho ngubi tieu dung II mOt thanh tong quan trong cult mOt thuang hieu, nhu viec khi mOt ngubi so hilt chiec xe hal Mercedes se cam thay minh tr6 nen sang twig hon, thanh dot han gifta nhftng ngubi khac. Sr tin c$y va sin sang Iva chip hang h6a mang mOt thuang hieu nao da da mang cho doanh nghiep mOt tap khach hang Ming thanh. Dai da s6 khfich hang deu khong muon minh la nguai this nghiem dal vsfri mOt thuang hieu mai, khi ma hq di c6 su triti nghiem ve mOt thucmg hieu nao de cho hang Ma tuong hr. Chit luqng hang h6a, dich vii IA yen to guy& djnh Ring trung thitnh ells lchach hang nhtmg thuang hieu la 8 Thang Long University Library dOng lac ctrc ky quan tang a gift chin khich hang 6 loi vOi hang hem vi la dja chi de nguai tieu dung dat long tin tha mirth. 1.1.5.4 Char Ming kink ti Thuang hieu mang trong n6 *It gia hi hien tai vi tiem niing. Gia tri de duqc the hien it nhat khi sang nhuryng thuong hieu. Thuung hieu duqc coi la tai sari vo hinh vi rAt ce gii cr5a doanh nghiep. Mac du gia tri curt thuang hieu rAt kho djnh doat nhung nth nhftng lqi the ma thuong hieu not tiling mang loi, hang hem se ban duqc nhieu han, tham chi vOi gia cao han, de thtun nhop thj trubng han. Thuang hieu khOng kr Mil& ma ce, ne duqc to ra veri 5 , nhAt djnh vi vOi rAt nhieu Ichoin dAu to va chi phi khic nhau. Ben conh do, sv not tiling dot thuang hieu se lam cho gia cua thuang hieu tang len gAp bpi vi de chinh IA chin /tang Unit to cua thuang hieu. Lqi nhuan hien toi vi tiem nAng ma doanh nghiep c6 duqc nher sv not tiling tha thuang hieu se quy djnh gia tri tai chinh tha thuang hiau. 1.2 T6ng quan chiEn hrgc phit triin thwung kilo 1.2.1 Cic khai niem chiEn Ivgc phit triin thwung hien Chien luqc 11 viec xac dinh djnh thong vi pham vi hoot dOng cim *it t6 chirc trong dli bon, 6 del t6 chat phii gilt/1h duqc lqi the thong qua viec kat hqp cac nguan ltrc trong mOt mei truemg nhieu dui thich, nhim th6a man tot nhAt nhu au tha thi trutmg va dap ?mg mong mu& dot cac tic nhin th lien quan den t6 chat. Phat trien thuang hieu IA mOt qua frith c6 tinh ha thing vi 15p di lap lai de cling a') thuang hieu. NO duy tri, nu8i len cac gia tri ma doanh nghiap toa lop trong long khich hang. Vi voy, chien luqc phat hien thuang hieu IA dot sach ma mOt to cluk lip chon de quilt tranh vOi cac d6i din khic dip tren nhftng lqi the canh tranh ben vfing dm mirth nhim citi hien lien toc theo chieu huOng nfing cao uy tin thuang hieu cho doanh nghiep. CO the hieu rang, dip tren thuang hieu da co, phat hien thuang hieu chinh IA lam cho thuong hieu d6 len moth ban, co lath huOng den khich hang va tong chimg nhieu ban. 1.2.2 Quy trinh thyc hien chiEn luvc phit triin thwung hieu 1.2.2.1 Tam nhin va sk mink tinning kiln Tam nhin thuong hieu Tam nhin thuang hieu gqi ra mOt (Unit thong cho twang lai, mOt khat yang air% mOt thuang hieu ve nhftng dieu ma n6 mute dot t6i. Tam thin II mOt hinh inh, mOt brit tranh sinh dOng ve dieu c6 the thy ra tha mOt thuong hieu trong tuong lai. Khi de cap den mOt y djnh, mOt moc dich mang tinh chiEn luqc, chting to thubng hay hinh tucmg hOa ne bang mOt hinh anh ctia tuang lai. Tim nhin bao ham y nghia cim mOt 9 tieu chart tuyet hio, met dieu 19 ttr?mg. NO mang tinh Iva chip met trong nhftng gii tri tuyet voi that cua met thuong hieu. Tam nhin con co tinh chit cua met sv d0c dio, n6 am chi den viec trio ra met diet' gi de d#c biet. Tam nhin thuong hieu lit met thong die!, ngin gun va xuyen suet djnh huong hog dOng dubng dai cho met thuang hieu. Vai tre cua tam nhin giong nhu met thin kinh hei to tit ca sue math cua met thuang hieu vim met diem chung. Doanh nghiep th8ng qua tam nhIn se djnh hiring ducrc din la viec can lam va diu la viec Icheing an Ikn cua mot thuang hieu. Sze menh thuong hieu Sir menh cua met thuang hieu la Iduii niem dung de chi mvc dich cua thuang hieu 46, 19 do va y nghia cua sv ra diri va teen tai dm no. Viec xic djnh met ban tuyen be sir menh dung din tieing vai tr6 rat quart tong cho sv thanh cong cua met thuang hieu. Tnthc het, nit trio ca sir quan trung cho viec Iva chcm dung din cac muc tieu va chien lugc cua cong ty, mat khac n6 c6 tic dung to lap va cung c6 hinh inh cua thuong hieu twit cong chung, cling nhu trio ra sv hip cem den cic dei Mang lien quan (khach hang, co doing, drii 19, nhi cung cap, ngfin hang, chinh MOt doanh nghiep hieu re sir menh cua minh se c6 nhieu ca hei de thanh cling han doanh nghiep kheng the hien r8 19 do ve sv hien hftu cua minh. 1.2.2.2 Dinh vi thuang hi& DWI vj thuang hieu lit Stang djnh lureng, hog dung cua doanh nghiep nhim truyen tai d#c firth thuang hieu vio tam tri khich hang, to de to ra sv nhan thirc ve thuang hieu meet cach nhat quin vi dfing din. Dinh vj thuong hieu cling la viec to ra vi the rieng biet cua thuang hieu trong met milli twang earth truth de bio dim ring mai ngtrici tieu dimg trong thj truing critic tieu co the phan biet dirge thuang hieu ay vai ac thuang hieu cinh tranh khac. Viec djnh vj thuang hieu mang tinh chat quasi tong la do n6 co lien quan trvc titp den suy nghi vi nhan djnh cua ngubi tieu dung. Theo tic gia Marc Filser, djnh vi thuang hieu "Ni5 lvc dem 1a1 cho sin phalli met hitt kilt rieng, a di vao nhan thirc cart khich hang la dieu ma doanh nghiep muen khich hang lien Wong tin mai IN deoi dien vdri thuong hieu cua minh". De c6 the djnh vi thuong hieu thanh cong thi doanh nghiep can phai khio sit that Icy vj tri hien tii ten thj throng cua thuang hieu. Cic but cua met tiEn tranh djnh vi gOm 5 buit sau: 10 Thang Long University Library [...]... thuang hieu tai tong ty TNHH COng nghe thong tin Blitz 24 Thang Long University Library CHUtYNG 2 TH1,CC TRANG PEAT TRIEN THUtING 111tU CIJA CONG TY TNHH CONG NGHt THONG TIN BLITZ VieT NAM 2.1 Tong quan vi Cong ty TNHH Ong ughe thong tin Blitz Viet Nam 2.1.1 Qua Huh hlnh thinh vi phat trier Veri met niem tin mash liet rang cac giii phip CNTT hen lien ce the mang den sv det pha cho cac t6 chic kinh... Blitz van la 28 Thang Long University Library mOt cai ten meri, chua quen thuOc voi thj tnrOng cong nghe thong tin Viet Nam Cac doanh nghiep toi Viet Nam van co xu huerng tin Wong va sir ding cac san pham, dich vv den tit cac cong ty cong ngh'e thong tin c6 tieng chit chua hoan town d#t tro niem tin vio mot citing ty ma ten tu6i con chua ph6 bien trong nu& nhu Cong ty Blitz Ben earth d6, do chua c6 kinh... Nghien tint img dyng nhang tien b6 khoa hoc lcy thuit de phyc vu cho hoot dOng kinh doanh, quan 19, tang cao chit lucmg sat phim, djch vy cua cOng ty Nhin chung, ca ciu t6 chirc ttia Cling ty TNHII tong nghe thong tin Blitz Viet Nam ce tinh lien ket cao Day la me hinh dien hinh cho co ciu t6 chat cila cac doanh nghiep TNHH va tren thqc to a chimg minh, mo hinh nay da dem lai hieu qua kinh doanh tit tot cho. .. Se do 2.1 Ca an tó chic dm Cong ty TNHH Cling agile thing tin Blitz Viet Nam Gam doe Phan TM chinh - ke than Pheng Hinh chinh quail Pheng TO chirc Man stir PhOng Kinh doanh tri BO Plgin Dich yv BO Pherl thuit (Ngucin: Phong To chic nhan sit) 2.1.2.1 Gidm lac Guam d6c cua CEng ty TNHH Ging nghe thong tin Blitz Viet Nam lit 'Ong Han Meng Chia, nguyen chit tich Top doin Blitz Singapore Guam dtc c6 nhiem... cung alp kink e6 mac gia thap han 2.4 Thtrc trang chitn Intim phit triers thung hitt: cfia Cong ty TNHH ang nght thong tin Blitz Vitt Nam 2.4.1 Tim nhln vi sir menh cfia ang ty TNHH Cong nght thong tin Blitz Vitt Nam Qua tang buac phat trien yang yang, Arai me hinh host (tong duqc t6 chi= chuyen nghiep, Blitz gift day di tra think nha cung cap gill phap CNTT hang dau toj ' khu Arc Chau A — Thai Binh... tao thuan Iqi cho viec ra quyet djnh cOng nhu tao moi lien he met thiet, dem lai hieu qua cao trong ding viec Nei tom lai, vol cac clic diem sin =At kinh doanh rieng biet cua minh thi dAy la co au to chitty holm toan phit hqp v6i cong ty 2.1.3 L1nh vvc kinh doanh cis cong ty Cong ty TNHH Gong nghe thong tin Blitz Viet Nam la nha cung cap cac djch vu CNTT chuyen nghiep hang dill tai Viet Nam Hien cac... 2010, Cong ty Blitz da chinh thIrc thanh lap chi nhanh tai thi trutmg Viet Nam yen try sa chinh 6 Ha NOi va van phOng dpi Bien tai TP H6 Chi Minh veri ten dAy du la Ging ty TNHH Cong nghe th8ng tin Blitz Viet Nam Trong thing Mm qua, Blitz ttr hito di xay dvng duqc mai quan he hqp tic tat dep veri rat nhieu doanh nghiep, vuan len fro thimh nha phan ph6i an ninh mang hang dau va xay dvng thanh cong tinh da... Viet Nam ma Blitz cling chua nfun bit duqc nhCmg nhu au caa khach hang de dap img, gap phan nang cao doanh thu TIng chi phi Ten chi phi cong ty b6 ra nam 2013 11 4.968.219.328 VND giam 346.104.053 VND so voi nam 2012 la 5.314.323.381 VND (tuong ling giam 6,51%); chi phi trong nam 2012 giam 195.899.180 VND so voi nam 2011 (tuang img giam 3,55%) C6 the nth ring do tinh hinh kinh doanh ells cong ty trong... ty trong 2 nam trer loi day Ichong duqc tot, bei vay cong ty buOc phii c6 nhilng bien phap cit giam mOt s6 chi phi Ichong can thiet trong the dv an, cong tic Owe hien quang bit, marketing cho thucmg hieu de &nil chi phi dim to cho chit Itrqng sin pham, djch vµ ctia minh mOt each teal shat, toi da h6a lqi nhuon Lqi nhufin Lqi nhu(in ells cong ty trong nam 2012 giant 261.835.570 VND so v6i nam 2011 (twang... Singapore va Viet Nam Blitz WI cung cap khong chi gill phip tai chinh cho cac ngan hang ma con bao gem he thong mang, cac thiet hi va giai phap to van him met, thiet bi thong tin cho chinh phi*, cho cac doanh nghiep vira va nh6, truttng hqc va cac ding ty truyen thong Val tinh than doanh nghiep it rang va tun tam phat trier quan he hqp tic gate 4, Blitz da va dang vtron len ter thanh mOt ding ty da qu6c gia . trinh marketing mix de thuc hien chitin luqc dinh vj thuong hieu de chop. Marketing mix la chia khoa quan trong dl thuc hien chitin ltrqc dinh v1 gop phan tao ra stir khic biet cho thuong. chitin ltrqc cu the co tinh khoa hqc, pith hqp yin thuc tien cim doanh nghiep vi thj tut:mg. Tinh khoa hqc the hien i st i r phu hqp coa me hinh thuong hieu yid chitin law marketing. Tinh. hieu ci biet ciut Cong ty sera Viet Nam Vinamilk. Dec diem ciut loai thucmg hieu nay la thtrimg mang nheng thong diep ye nhting Wing Ma co the (nhu firth niing n6i trOi, tinh uu viet, nheng den