BO GIAO DUC DAO TAO TRUUNG DAI HQC THANG LONG -o0o KAHOA LUAN TOT NGHIEP DE TAI: ROAN THIEN CHIEN LU'QC PHAT TRIEN THIJ'ONG HIEU CHO CONG TY TNHH CONG NGHE THONG TIN BLITZ VIET NAM SINN VIEN THXYC HIEN: THAI ICFIANH MA SINH VIEN NGANH : A19766 : QUAN TRJ MARKETING la NO1 - 2015 cAM ON De holm thinh this luin nay, du tier em mu& girl kri cam an sau sic nhit din c8 giao, Thac sy Pham Long Chau di ton firth hail% din em tong su6t qua trinh thvc hien va hoar' than!' kh6a luin tOt nghiep Em xin bay to 16i cam an situ sic den nheng thiy co giao di giang dcy em nhing nim qua, nhOng kien thirc ma em nhin duqc tren giling duang Si hoc se 11 hanh tang elm em yang bulk tong tuong lai Em ding mu6n giri 16i clan an den clic co chi, anh chi dang ding the tai Cling ty TNHH Cling ngh'e thong tin Blitz Viet Nam di gill') em tong qua trinh thvc hien de tai Mic de di ci nhtmg c6 ging de thvc hien di tai mgt rich hoan chinh nhit, song mei lam quen yen cling tic nghien cult khoa hoc cling nhu hart the ve kien thirc va kinh nghiem nen khong trinh Ichei nhemg thieu sit ma ban thin chua thiy duqc Bei em rat mong co ductc sv gip cilia cac thiy co giao Di chinh la hanh tang qu9 gia gig p em hoar thien kien tic cilia minh sau Em xin chin cam an! Thang Long University Library LOI CAM DOAN Toi xin cam doan Khea lufm tofu nghiep ntly li Ur ban than thgc hien c6 sg hO trq tit giao ten huong din vit kh8ng chep the tong trinh nghien dm ctia ngtrai khic Cac da lieu thong tin dill cap sir dung Kheut Mn la có ngulin g6c vi duqc trich din rO ring Toi xin chju hoax' Min trach nhiem ve 1?ri cam doan nay! Sinh vien (KY/ th ghi rd hp va ten) Thai Khanh MIX LUC Si MO DAu CHICONG CU SO Lir LUA4N CHUNG vi CHIEN LIXIC PRAT TRIEN THVONG HIS 1.1 Ttng quan throng hitu 1.1.1 Cic kbii them vi throng hitu 1.1.2 Thinh phAn cfia throng hitu 1.13 Clic lopi throng hitu 1.1.4 Val trio cfia throng hitu 1.1.4.1 Vai trio cita diming hisu dii vdi doanh nghifp 1.1.4.2 Vai trio cia throng hi€u dii v64 khdch king 1.1.5 Chic thing cfia throng hifu 1.1.5.1 Cher Ming nhon Wit vi phin b* 1.1.5.2 Chit thing thong tin vi chi din 1.1.5.3 Chair Ming Ego sir aim nhOn vi tin cry 1.1.5.4 Chit ning kinh Ic 1.2 Ding quan chitin Itrwc phit trait throng bleu 1.2.1 Cic khfii nitm vi chiin Ittqc phit trail throng hitu 9 1.2.2 Quy trinh thwc hifn chitin luwc pluit triton throng hitu 1.2.2.1 Tim nhin vise mfnh Avow Neu 10 1.2.2.2 Dinh vi tit:sung hi& 12 1.2.2.3 Lira chpn mo hinh ducting 13 1.2.2.4 milt ki It( thing nhen dien shining hiiu 15 1.2.2.5 Edo vg diming hifu 17 1.2.2.6 Chien Myr marketing-mix xdy dyng vi phis hilts shining hitu 18 1.2.2.7 Quing bd shining hifu 20 1.2.2.8 Khai thdc ducting hieu 21 1.2.2.9 Quin tri rtii ro ducting hifu 22 1.2.2.10 Buy tri vi ph& Min throng 24 KET LU4N CHUONG CHU'ONG THUC TRANG PRAT TRIEN THUZING HItU CiJA CONG TY 25 TNHH CONG NGH$ THONG TIN BLITZ VIET NAM 2.1 T6ng quan vi Cling ty TNHII Cling nghf thong tin Blitz Vitt Nam - 25 25 2.1.1 Qua trinh hinh thinh vi phut bean 26 2.1.2 Co clu tã chic 2.1.2.1 Gitlin 41k Thang Long University Library 26 2.1.2.2 Phbng Tai chink — 8e loan 26 26 27 27 27 2.1.2.3 Phbng Minh chink ruin try 2.1.2.4 Phbng To chic nhin sr 2.1.2.5 Phbng Binh doanh 2.13 Linh vvc klnh doanh cia tang ty 2.2 Ket qui hogt dung sin xuAt kinh doanh cia cling ty giai dogn 2011 — 28 2013 29 2.3 Mai trwimg kinh doanh 29 2.3.1 Mai truing ben cia doanh nghiep 29 2.3.1.1 Con nye& 30 2.3.1.2 Till chdth 30 2.3.2 Mai trufing ben ngoii cia doanh nghiep 30 2.3.2.1 Mod truimg vi mo 2.3.2.2 Mdi truong vi mo 33 2.4 Thyc trgng chien luvc phit tries thwung hieu cia Cling ty TNHH Cling nghe 34 thong tin Blitz Viet Nam 24.1 Tem nhin vi se menh cia Cling ty TNHH Cling nghe thong tin Blitz Viet 34 Nam 34 2.4.1.1 Tim nhin 2.4.1.2 Sti mfnh 35 2.4.2 He thing nh#n dien throng hieu 35 2.4.2.1 Tin Muting hteu 35 2.4.2.2 Ban ening — Bleu Wow 37 2.4.2.3 Cdu khiu hifu ;oh nhgc hifu 38 2.4.3 Bio vg thwang hieu 38 2.4.4 Dinh vi thwang hieu 38 2.4.5 Chien luvc marketing mix ding tic phit triers throng hieu cia cong ty 39 2.4.5.1 Chan luvc son phim 39 40 2.4.5.2 Chitin htvc gid 41 2.4.5.3 Chan luvc phtin phk 42 2.4.5.4 Chiin haw gating bd 46 2.4.6 Khai thic throng hieu 2.5 Dinh gli chung ye thyc trgng phit triers thuung hieu cia cling ty 46 46 2.5.1 Nhling think cling dgt dirge 47 2.5.2 Nherng hgn chi, ton tgi 48 KET LU3N CHVONG CHliONG CAC GUI PHAP HOAN THIPI CHLEN LUQC PHAT TRIEN THITONG MU CHO CONG TY TNHH CONG NGHt THONG TIN BLITZ 49 VI€T NAM 3.1 Plurang huirng yi myc tieu phit triin thuong hien ciia Cling ty TNIIH BLITZ 49 Viet Nam 49 3.2 Phan tick SWOT 49 3.2.1 Diim mph 50 3.2.2 Thin) yin 51 3.23 Cu h(ii 51 3.2.4 Thfich that 52 3.3 MQt ski giai pluip pith hien thuong Men cang ty tai Viet Nam 52 3.3.1 Tim hien Icy dai thin cgnh tranh 53 33.2 Nang cao mot 88 nhan Bien tharong him 54 33.3 Duy tri, tang cuirng yi di mai cac hogs dung gluing hi thuong Men 54 3.3.3.1 Qudng cao 55 3.3.3.2 Quan ht cong cluing 57 33.4 Tang cuing dAu tir bio ye thwong hieu 58 33.5 Nang cao chit hrgng dich vy 59 33.6 ThInh lap csic pilling ban chuyen man has vi marketing 60 KET LUAN CIlliONG Thang Long University Library DANH MVC VIET TAT Ky hien vat tit Tin day di CNTT CEng nghe th8ng tin PR Quan he Ong chi mg (Public Relations) TNHH Trach nhiem hem h?n VND Viet Nam Eking USD Do la my DANH MIJC CAC BANG BIEU, HINH VE, DO Tiff, CONG mirc Bing 2.1 Kit qui hold ding sin auk kink doanh giai dopn 2011 - 2013 cia 28 ang ty TNHH Ong nglif thong tin Blitz Vift Nam 41 Bing 2.3 Bio gii dich vg ning cip SWIFT 55 Bing 3.1 Dry kiln cic chtrong trinh going cio 57 Bing 3.2 Dy kiln tic throng trinh (plan hf tong thing 37 Hinh 2.1 Ban truing Ong ty TNHH ang nghf thong tin Blitz Viet Nam Su dO 2.1 Ca au to chic cia ang ty TNHH ang nghe thong tin Blitz Viet Nam 26 Thang Long University Library LUl NO MU Trong nhftng nim gin day, nhin thirc cos ngutri tieu dung va doanh nghiep ve thuong hieu duct nang cao nen thuong hieu tar yin de cap bach cin thyc hien cat doanh nghiep va dtrqc ca xi hui quan tam Ngay nay, thuong hi'eu khong chi hi ten gqi ctia doanh nghiep, la cat diu hien nhin blot hang Ma, le cam nhin coa ngu&i lieu dung ma la lqi the earth trash sic ben tren thi twang Nhieu doanh nghiep di nhon auk duqc tam quan twig cue thuong hieu nhung van chua c6 chien luqc de phat trien pith hqp nen hieu qua cos viec xay dung va phat then thuong hieu chua cao Xuit phat tir dieu nay, em di chop Cling ty TNHI-1 Cong nghe thong tin Blitz Vi'et Nam lam nen tang nghien ciru Em nhon thiy ding ty di co meg s6 hoyt dung de phat trien vi quang ba thuong hieu nhit dinh Tuy nhien, cat hoot dOng, chien luqc phat trien thuong hieu coo tong ty vin mOt s6 diem han the Bei vey em di thyt hien de tai "Holm thien chien luqc phat trien thuong hieu cho C6ng ty TNHH Cong ngh'e thong tin Blitz Viet Nam" Luin van gem ba chuong: Chung 1: Ca s81f luen chung chiin hrut phit trien thmmg hieu Chuang 2: Thjrc phit trail throng hien cos tong ty TNHH Cong nghe thong tin Blitz Viet Nam Chuang 3: Clic giii phip hoin thifn chiin Irgc phit trien throng hien cis Cong ty TNHH Cong nght thong tin Blitz Viet Nam CHI CING 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, nhOng chit trai chin nuoi mute phin biet din ciru cua minh yea nhitng din ciru khic, hp di dimg met diu bing sit nung de deng len lung tang 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 Viet Nam Tuy nhien, yin dang tan tai nhieu cich giii thfch khic 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 dupt san xue irt, chtqc cung ccip bbi mat to chtic hock mat ca nhan Hiep hei Marketing Hoa Ky (AMA) (Anil nghia: "Thuong hieu tap hop cac yiu la mat cal ten, tit ngIt, kY hieu, bilu titcmg, hinh that to Din nhc3m xcic djnh va plan biet hang hem, djch hock 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 efts Kevin Lane Keller, thus:mg hieu li "mat tap hpp nheng lien Mang 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 de the hien nhung hiu het cic nhi nghien city cling nhu cic nhi kinh doanh ngity 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 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 ICET LU4N MUSING Qua nhong nghien cfru vi phan tich thqc tang cong tic thqc hien chi& luqc phit then thucmg hieu ctia Cong ty TNHH CEng nghe thong tin Blitz ten thj trubng Viet Nam da duqc trinh bay chucmg nay, c6 the thiy riing, ding ty van chua c6 nhftng nhan thtic r8 ring ye tint quail tong dm thuong hien din den viec thqc hien cac chi& luqc quing ba so sii, chua triet de 06i yeti khich hang, Gong ty yin chua thqc sq li mOt cii ten 16n lchien hq fight den diu tien mutn tim kiem cac dich vu CNTT Ben cimh de, viec tim hem th8ng tin ten cac phuong tien thong tin dpi cluing chua ph6 cep, gay khe khan cho nhftng khich hang tiem rding mu6n tim hieu ye cong ty cung nhu cac sin phim, djch Ai ma ding ty cung cap ve Tfr nhftng nghien cfru tren va ',ling v6n ki ► thirc dia ban than, em xin phep dirge de xuit mOt s6 giii phip chuong nhim gitip thuong hieu cue ding ty phat trien hon nfta tong thbi gian tot 48 Thang Long University Library CHICONG CAC GUI PHAP HOAN THIN CHIEN LINCC PHAT MIEN THISONG HIEU CHO CONG TY TNHH CONG NGH$ THONG TIN BLITZ VI$T NAM 3.1 Phtrung huong vi mgc ties phit triin *tang hien cis Cling ty TNHH BLITZ Vitt Nam Vai tham vgng tr6 mOt doanh nghiep hang du tong linh vgc tir van vi cung clip the djch vg c8ng nghe thong tin tai Viet Nam, de tiep tge phat trien, quimg ba thuang hieu thi c8ng ty an c6 nhftng mgc lieu, phuang hiring xic djnh de co huang di dung din, tli ► chi% t6i da ca hOi kink doanh vi hen the nil ro Phuang hireng, mgc tieu phat trier thuong hieu Blitz cita cong ty tong nhemg nim thi la: Bao h0 ban guy& sa hiu thuong hieu Blitz tong nu& va cluck th (Nang ba hinh anh, cimg c6 uy tin, riling cao vi the, chi& lInh thj phin, ma ring thj truing cis Blitz tgi Viet Nam Tgo tam tin yang chic ve chit lugng sin phim, djch vg cua minh dii yeti khach hang, Mug cao sue cgnh tranh cia cac sin phim, djch vg cis Blitz Viec xiy dgng vi phat then thuang hieu Blitz an dam bac): ding phip lint, dimg theo cluing 161 chi ciao ciut Ding vi Nha nuac, ci tinh thing nit& toin he thing 3.2 Phan tick SWOT De cong ty ci mOt chien lucre phat hien thuong hieu hqp 19 thi tithe het tong ty can nim bit vi kiim soft t6t nhing yeti t6 ben tong, ben ngoii dui minh Do do, viec sir ch,mg ma $n SWOT la an thiet Trong bii quill sg quill tranh ngiy cling khic lief nhu hien nay, doanh nghiep nao nim rO diem mph, diem yeu cis minh va curt din this tranh, biet phat hien tilling cc hOi, thach thirc cis in& truing thi doanh nghiep di se ci dii sach Nut the diem yea, phat huy diem math phi hgp yeti cc hOi vi bath hoic giam nheng nguy cc, thach thirc ti ben ngoii 3.2.1 Diem Binh Cling ty Blitz ce nen tang tai chinh kha mph, ce uy tin yeti cac nha cung cap ngoii nuem nen c6 the keu gni yin du tir hoc vay vain de ding C6 the n6i ring Ong ty Blitz so hitu mOt he thing t6 chic cac cap bee, b0 phon, phing ban ce tinh lien kit cao Viec plan cap quail 19 di gifip doanh nghiep hooch djnh re ring cac cling viec tir car p quin 19 den cac cap chic rang, tao thugn Iqi cho viec quyet djnh cling nhu tao m6i lien he melt thiet, dem lei hieu qui cao tong deg viec 49 Ngoai ra, cong ty so lieu luc luqng lao (ging di:cc dao tao chuyen sau vei be clay kinh nghiem Int Arc CNTT Ngu6n nhan luc cua cong ty duqc dao too bai ban, chuyen nghiep, linh hoot tu yin, sang to dua cac giai phap nham to cac san phan, djch vu mei, chit luqng cao, dap img nhu cau ciut khach hang Trong nhfmg nim qua, cong ty di phat trien nhanh cheng va not len nhu met doi tac thuang mai vuqt trOi va la dOi tac chi djnh bei nhieu nha cong cap cong nghe hang ' quyet dish vi phtut tick ky thuOtquip dau the gitri nhu FICO — nha cong cap dick ly Milt yip tai chinh; WatchGuard — mOt nhirmg cong ty cong tighe an ninh mang htmg dau the gieri Blitz Men c6 quan he voi han 50 nem hang vi cong ty chimg khoin Viet Nam nhu, cac nem hang nhu Nglin hang Nang nghiep vi Phat trien nong than Viet Nam Agribank, Ngan hang Thuang moi Co plan Ky thuang Viet Nam Techcombank, Ngfin hang thuang mai c6 phiin Ngoai thuang Viet Nam Vietcombank, Ngan hang Thuong mai CO phan Cong thuang Viet Nam VietinBank V6i nen tang ala mOt top doin danh tiling, nhOng nim qua, Blitz di phat trien mOt yang chic dang thbi tang cubng thiet lap cac mei quan he hqp tic tot dep vai rat nhieu doanh nghiep ten the gitri, vtran len tra mOt nhOng nha phan ph6i an ninh mpg hang du Chinh dieu dl too nen nhieu thuon lqi cho deg ty hoot dung tai Viet Nam 3.2.2 Dam yin Met Stang yeti diem du tien can nen den d6 la viec Blitz vin la mOt doanh nghiep non tre, la mOt cai ten mai tren xuit hien tren thj truOng cong nghe thong tin Viet Nam pith cash tranh voi hang loot cac doanh nghiep len Ming moth cling nginh nuac Viec chua c6 nhieu kinh nghiem tui thj trutmg Viet Nam Mn viec chua tam hieu Icy ve doi the cea minh di tac dOng mph den halt dOng kinh doanh csia cong ty Han nem, doanh nghiep cling chua Mkt cach quan ly tot chi phi be Nguan lirc tai chinh bi phan tan vao nhieu hoot dOng nen nguan chi phi dau tu cho phat trien thuang hieu khang cao Chi phi kitting c6 sir phan 1:96 deu vi reS ring cho cac host dOng, cong ty chua sir dung nguon von hqp ly khien chi phi dau to cho hoot dOng marketing, phat trien vi quitng bi thuang hieu hun the Ben conh d6 la gia djch vu cua Cang ty Blitz kha cao beri tir dau ding ty di dinh hlnh day la loci hinh djch vu mang tfnh Tisk te, ang b0 vei mirc gia colt cac chi nhanh tren toan the gitri Dieu c6 the tr6 bit lqi cho cong ty wit tranh vai cac doanh nghiep ethic toi Viet Nam c6 mtic gia thip han MOt you diem 16n cea Gang ty hoot dung phat then thuang hieu de la chua tao duqc nhan thirc dung, day vi r8 ring ve thuang hieu cling nhu y thirc, tu hao ve 50 Thang Long University Library thuang hieu ciut totin the can be °Ong nhan vien ding ty Them vio de, c6ng ty cling khong c6 be phitn, than lac c6 tri thirc vi kinh nghiem chuyen trach rmh vac quan tri thuang hieu ma !loan tom phi thuOc vlo ben ngoai din den cling tic cluing bti chua chat the va triet de khien ket qua khong dot hieu qua cao He thong nhon dien thuang hieu ctia tong ty ding chua duqc khai thic, t#n ding triet a de cluing ba Cting ty cling chua top thing kluti thac duqc lqi the v'e sin phim, dich va cite minh nhim eel) khach hang c6 the nh$n hitt va phen biet duce cac gia tri tang them ctia Blitz c6 the mang lai cho 1chtich hang so vai cac sin phim, dich va ciut dee thu cob tranh 3.2.3 Ca hei Li met quec gia dang tren da phat trien, Viet Nam duqc dank gia la met thi tru&ng tiem Wing Linh vac cling nghe thong tin nu& cing duqc chit tang du hr Cac doanh nghiep, d#c bier lit cac ngain hang tai Viet Nam cing quan tam den cac van de ve an ninh mpg vi c6 nhu ciu (mg clang ding nghe thong tin host dOng kinh doanh cita minh Day chinh IA ca hei 16n dish cho Ding ty Blitz de the hien the math ctia mink Ngoii ra, cac khach hang hien quan tim kha nhieu den thuang hieu vi uy tin cua cling ty ben dit la nhitng yeu t6 quan trong quyet dinh sir clang sin phim, dich va dui minh Day la yku t6 thu(in lqi vi la dung lac 16n de cling ty quan tam nhieu hen den viec phat then thuong hieu 3.2.4 Thich that Thach thirc len nhit cea Blitz d6 chinh IA phai canh tranh vei hang lost del thu c6 tient hic kinh to manh va da c6 chO dimg yang chic tai Viet Nam Neu ding ty main me rang uy the dm minh nganh thi se la met thach thirc khong nh6 ciut Blitz C3nh tranh v6i nhihtg Ong 16n tie Viet Nam nhu VNPT, FPT, CSC chic chin khong phai la dieu don glen Cac doanh nghiep hien nay cling c6 nhiing yeu ciu khit the hen viec img clang cac gitii phap ding nghe thong tin host dOng xay clang he thong wan 19 Bin v8y, day la chinh thach thec cita C8ng ty Blitz viec tim kiem va nghien cuv cac ling clang mai, c6 hieu quit cao de c6 the caret tranh voi cac deli the cling nginh 51 3.3 MO so gild phap phit triers thong hien cong ty tai Viet Nam 3.3.1 Tim kiln ky d&I thfi cltnh tranh Hie'n nay, su c4nh tranh cim cac doanh nghiep hoot dOng linh yip CNTT ter nen vo cang gay git ham bbi nitieu 661 thit vi ngoii nuk Ging ty Blitz phii conk tranh v6i hang loot the doanh nghiep cling nginh de c6 duqc uy tin lin kinh nghiem tren truing vi so luqng khach Ming sir dung djch vu tucmg d6i On djnh Bbi Vay, c6 the thay rang Cong ty Blitz dang dung trtrac nhing thach thirc khOng nh6 Tuy nhien, Blitz luon khiing djnh thuang hieu hang diu ciut minh ve chat luqng djch vu theo tieu chuin qu6c te Day chlnh la lqi the ma Ong ty ce the ten dung de xay dung cac chien luqng marketing vi chien luqc kinh doanh cho mirth duqc hieu qui VI voy, Gong ty can phii di sau nghien cfru, tim hieu cac chien Itrqc hoot dung ctia cac 661 thi, tir 66 Qua nhftng 661 sitch pha hqp de dua doanh nghiep ngiy cling phat trien Cac d6i thit ntrac hien dm Cong ty Blitz la cac doanh nghiep ding nghe thong tin, tir cac top doin Ion nhu Top doh!' Buu chInh van thong Viet Nam (VNPT), T(ip down FPT, Top (loan CSC Viet Nam, cho den cac top down trung vi nh6 nhu KPMG Viet Nam, PwC Viet Nam, Ging ty DTSOFT, Cong ty Co phin CIS Tren day deli la cac doanh nghiep di ce nhieu kinh nghiem tren thj truing ding nghe thong tin vi luqng kWh hang kha on dinh Nhu vey, hien Cong ty TNHH Cong ngh'e thong tin Viet Nam dang dung threw nhftng thach thin khong nh6, tlrng phi!' H&c thj truing deu c6 nhrmg dOi thu quilt tranh mph Tuy nhien, cong ty lute khing djnh duqc lit thuong hieu hang diu ye Ay dung chien chit luqng sin phim, djch vv Ging ty nen ten dung lqi the luqc marketing vi chien ltrqc kinh doanh hieu qui cho minh a Nhing diem khac biet cim thuong hieu Blitz cling chlnh la the monk c6 the gitip cho cong ty giinh duqc lqi the wit tranh yen cac d6i thit tren thi truing Viet Nam - Thucmg hieu: duqc tranh lop vi phat then tir tier thin mot tip doin uy tin tai Singapore Chinh vi vay, thim nh(ip vi thi truing Viet Nam, Cong ty Blitz luta duct &trill gia cao - Chit luqng sin phim, djch luen duqc chi tang diu to de diun bio cung cap cho khach hang thing sin phim, djch tut nhit - Gil ci: cac djch vu duqc djnh gia theo gni se khien khach hang cam thiy minh dot duqc than nhu ciu vai mirc gii thip han - Can b0 cong than vien: Itrc luqng lao dung ciut cong ty duqc dio to chuyen ski vai be day kinh nghiem limh vuc CNTT, linh hoot to van, sang too dua 52 Thang Long University Library cic giii phip nhitm tgo cic sin pham, djch vp men, chat luting cao, dip ung nhu au cim khich hang 3.3.2 Nang cao mot di) nh$n dien thwong hieu He th6ng nhcm dien thuang hieu cis C8ng ty Blitz twang d6i hoin chinh, nhien, ding ty van chua khai thic tai da cic yeu t6 nhim dien thuang hieu cia minh de ding cao gii tri thuang hieu Trong b0 nhon dien thuang hieu cis c8ng ty hien thieu hai yeu t6 d6 la cau khau hieu vi nhac hieu Bei vey, tuong lai, Gong ty an b6 sung vi hoin thien he th6ng nhon diem MOt s6 phuong phip Gong ty c6 the sir dung d61a thus cic c8ng ty chuyen thikt ke kit's hieu vi nhac hieu halic t6 chit cic cuOc thi thiet ke dinh cho mqi d61 tut:mg v6i phan thuOng hap din CuOc thi kitting chi de ding dui thuong hieu Blitz den On ding chimg ma Wisp cling ty tiet kiem chi phi ciia minh Thom chi, ceong ty c6 the phit dOng cuOc thi thief ke du khau hieu hay nhac hieu dm mirth vii sir tham gia cita cic can b0 ding nhin vien ben hp li ngueri hieu biet r8 rang that ve doanh nghiep Sit Minh, ket qui thu duqc se c6 gii tri vi chit luong hon Khi deg ty kherng nhOn thirc duqc gii tri thuong hieu cia minh, thi hp cling kitting the lim cho khich hang nhim thirc duqc thuong hieu MOt nhang diet' tuong chimg don gib nhung ce the gay tinh hu6ng bat lqi doi veri thuang hieu Blitz de li su kern nhon that hotic nhon thirc thong day di nOi be, cim Blitz Ben vay, Gong ty nen tuyen truyen ve thuong hieu, gii ciut thuong hieu, mei lien he giCra gii trj vi ich lqi cim thuong hieu d6i veri Gong ty vi yeti m6i ci nhan t6 chirc He lim duqc dieu khong phii la vi'ec c6 the lam mOt sam mOt chieu ma d6 la ci qui trinh Cong ty ces the ning cao nhon thin ve thuong hieu Blitz cim tom the cin b0 ding nhan vien cling ty, sau de mOi tinh den khich hing bang chinh su dm nhOn ve sin pham, djch vu cos mirth M6i cin b0 ding nhan vien phii to bin than minh nang cao y thirc bio ve vi gilt gin thuong hieu Blitz Ben canh !tang cao nh#n thirc cim can bt5 ding San vien ding ty thi Blitz cling can phii tang cubng tuyen truy'en de khich firing hieu re ve thuong hieu (hieu ve net% bieu hung, sr nghia ten thuong hieu Blitz) bang rich tang cueing sti chmg vi sir dung thong nhit hinh inh thuang hieu Blitz tren cic an pham, van bin, cic tai sin, cic hop ding kinh te C8ng ty cling c6 the sir dung phuong thirc nh#n dien qua dc phis nhu: dog phpc nhan vien, d6 yin phOng phtun, (tong h6, mu bio hiem, io thun, io mua, Khi di ce duqc mOt he th6ng nhon then hoin chinh, HOi (tang quart tri nen dui cic quy the itp clung chain muc cho thuong hieu Blitz 53 3.3.3 Duy tri, tiing cueing v1 di mai aic hoot dung cluing be throng hien MOt thuang hieu mph kh8ng chi can ce chit luqng son pham, djch phii biet ket hqp yeti viec quing ba thong qua cac phuang tien thong tin doi t6t ma 3.3.3.1 Qudng ctio Ngity nay, ngu?ri lieu dimg c6 the they gluing cao tan ngep khap moi nai Viec quill% cao la nit can thiet de tuyen truyen va gibi thieu hinh anh, linh Arc hoot dOng, cac d6ng gop cho Xi hOi Gila Blitz Theo nhftng plan tich b chuang cho they viec quing ba thuang hieu dui Blitz thong qua cac phuang tien thong tin Si thong cOn sa sai, Rd roc, cac phuang tien wan cao chua duqc cong ty khai thic het va chua mang lei hieu qui cao, dic biet la viec quang ba qua mong Internet Khong chi viy, cac num cluing coo colt cong ty chua nhAn mirth duqc cac thong diep thuang hieu colt cling ty Viec quing ba thuang hieu Blitz hien chit yeu moi duqc thuc hien qua mOt vai chuyen num tree cac top chi cong nghe Vi voy, de ding ty dot hieu quit cao han hoot dOng (ping cao, g6p phin quing ba thuang hieu voi chi phi hqp ljr thi cling ty an cot giai phap ket hqp hai hba cac phuang tien quing coo tir tan suet den nOi dung, Milt anh Hien c6 rat nhieu phuang tien truyen thong de cong ty ltra chop Quinig cho tren Internet Internet la phuang tien truyen th8ng c6 sin truyen tai thong tin 16n Quang cao tren Internet c6 uu diem la tiet kiem chi phi nen kha phu hqp yeti dieu kien tai chinh ' dui cong ty Hien nay, Blitz cling de tien hanh quing cao fret ming nhung chua nhieu, cac thong tin dm kiem duce ma h8 nen hieu qui kh8ng cao Hien nay, ding ty chi co mOt trang web nhAt vai nOi dung hoan town bing tieng Atilt ma khong c6 h8 trq tieng Viet khien cac khach hang Viet Nam gip kW) khin viec tim hieu va nghien cum cac djch vµ dm Blitz Han nfta, nOi dung tren trang web cis cong ty hon the va kh8ng co nhieu thOng tin de khai iliac Beri v3y, dieu dAu tien c8ng ty an lam de lit holm thien website cia Blitz vOi mOt trang thong tin rieng bAng tieng Viet, cop nhit day dti cac nOi dung ca ban lien quan den doanh nghiep, cac dm phAm, djch vp ding ty cung de khach hang c6 the tra ciru, tim kiem mOt cach thuen tien, nhanh chOng va chinh XiC Cong ty c6 the cluing coo bing cach dit banner, bieu Dung, dubng link, quitng cao pop-up tren cac trang web, dign din thin) luen ve cong nghe thong tin din ding trang web ciut c8ng ty Cong ty a-mg c6 the thuc hien phuang an phei hqp yeti cac cong cu tim kiem phi) hien nhu Google, Bing, Yahoo, Ask 54 Thang Long University Library Quting cao Men ctic 6n phtim, bao chi Quail tali tren bao chi cung c6 nhieu tru diem nhu gia thinh re, c6 the det on djnh theo chcm lQc duqc dOc gilt Blitz co the chcm mOt s6 dim bao phii hqp de ding quing cao hay det hang cac bai viet, chuyen muc giai thieu ve cling ty nhu cac tgp chi cho doanh than, tip chi tong nghe nhtr tip chi "Khoa huc vi Cling nght", tip chi "Ging nghe ngin hang", tip chi "The glen may Unit", tip chi "Sim mph ding nghe" Cac bii vitt thong qua bao chi se tr6 kenh thong tin Mu ich dinh cho cac doanh nghiep c6 nhu ciu hay mu6n tim lieu ve cac sin phim, dich vp c8ng nghe thong tin Ngoai ra, cling ty c6 the thvc hien in An dm nang hueng din, to van sir dung cac djch cling nghe thong tin, thiit ke cac loii brochure; catalogue quing cao sin phim, djch vu cung cep cho khich ling; bao cao thubng nien; thi'ep maxi; phong bi; ap phich, quing cao tuyen dung de gioi thieu ye cac logi sin phem, djch vu dang cung cep, dieu kien cho khach hang de ding nem bit thong tin ve sin phim, djch vv Bing 3.1 Dv kien Sc awing trinh quing cao Ghi chti Quing coo Quing cao tren Internet Thiet ke vi ding cap trang web cling ty ci M trq tieng Viet Det banner, bleu trang, dui:mg link, quing cao pop-up tren cac trang web, dien din thio luen Bleu trang, 1111111 anti ve CNTT nhu sinhvienit.net , tinhte.vn , thay phien xuet hien CCM cling ty itynn.net Quang cao tren in phim Ding quing cao hoec tip hint cac chuyen muc, bii viat gi6i thieu ye cong ty nhtr cac tip chi cho doanh thin, Lip chi ding nghe, 3.3.3.2 Quan he cling cluing Theo xu the phat Wen curt marketing, ben mill phuang thirc chinh la quing cao dang gilan din hieu qua, cling ty c6 the ltra chcm cite heat dOng quan h'e Gang thing de to deu An thuong hieu riling vi ten dyng duqc mQi nguon lvc he trq cho sv phat thin cis thucmg hieu Khac v6i cac hoot dung khac, quan he cling citing la mOt nhftng hoot dOng quing ba, truyen thong ce tic dtmg ca ngin hitt vi dii Cling ty c6 the tip dung cac chien luqc sau: 55 To char cac sir hen, ask thi Hang nam, c6 rat nhieu cuOc thi dinh cho cong chin Vol mOt nguin diu khong phai la 16n so vii diu to vao cac hoot dOng quing cao, cong ty c6 the thu duqc lqi ich rat lan C8ng ty c6 the phat dOng cac cuOc thi nhim phat trien thuang hieu cia mirth nhu thiet ke bleu trtmg, tau slogan mai hay cac cuOc thi a tim 'dem cac gill phap Ong nghe thong tin men danh cho mqi doi tucong Viec phat dOng cac cuOc thi mOt mat elm ding ty c6 them nhieu y Wong mei me vl alts chtm de cii fien he thong nhan dien yeu kern dm mirth, mOt mat cling la mOt cich hitu hieu de quitng ba dog ty mirth din twin the cling chimg ml khong phai Mn qua nhieu chi phi, mat ;chic, nh6 vio nhirmg cuOc thi nhu vey nhftng y twang ve gill phap ding ngh'e thong tin sang Mo vi httu ich se duce cling ty trao gill thuOng, them chi mua loi y tuOng di de dau to phat then hay chieu m0 duqc nhan tai vao hang net can b0 cia cling ty Ngoai ra, cong ty cling c6 the t6 chic tic su kien 16n dlnh clau sir phat trier cua cong ty nhu ky niem ngly lop cia cong ty, nam cong ty dot duqc cic chimg nh%n tai Viet Nam vi tren the giii, mer them chi nhinh de Mach twang thuang hieu cua mirth VIlo nhemg dip nay, cong ty c6 the mer tiec chieu dai ding that gi6i thieu tic g6i djch vµ vol mitt gia uu dAi cho cic khach hang 16n, cac khich hang trung Tat try Blitz can tri va mer rang cac hoot dOng tai trq cong ding se gay duqc thin earn doi yeti khlch hang, gep phin ding cao hinh anti thuang hi'eu Blitz milt khach hang nhu (long Op cac Quy vi ngtreri nghoo, xay dung nha firth nghia cho cfc gia dinh MI6 khan, h6 trq den sing cho tic gia dInh Wing sau vimg xa, tang hqc bing cho tre em ngheo C8ng ty cling co the tit trq cho cac sr kien, chtrang trinh, thin din khong chi we cong nghe thong tin ma cic linh Arc khic nhu cac sty kien van hoe, cac chuong trinh gill tri, cac buil thao lu$n ve cac van de than sir dang duqc xa hOi quan tam De lam not bet hlnh itnh thuang hieu, cong ty cling nen tai trq dOc lap mOt chtrcmg trinh, cu the nhu chucmg trinh "7 ngly deg nghe" bin kenh VTV2, de to van, gill dap cac thic mac cia nhang ngubi quan tam den cong nghe thong tin BE giant chi phi ma vin 4t duqc hieu qua cao thi cong ty c6 the t6 chic chucmg trinh vi clang kY phat sang tren cic kenh truyen hInh co dO phi song lern Thiat 14p quan he tat vat cac ca quan truyan thong Ngoai viec tar mirth t6 chile vi thuc hien cac hoot dOng quan hg cong chin, dog ty cling can Mu tu, thiet lap mot quan he tot dep vOi cac kenh bao chi, to thuan Iqi 56 Thang Long University Library cho cic hog dOng quitng bi thuong hitu doanh nghiep Bang cic m6i quan ben ving, cong ty cc!, the yeu eau viet the bii bio, lim phong sit ten truyen hinh hay t6 chive cic buai phong van, chia se kinh nghiem, to van cho khich Ming Vito cic stir kitn d c biet, cong ty c6 the phit ngon tren bio chi, truyen hinh de gidi thieu ve qui tranh nth thinh, phit then, ti,ru cling nhu thuong hitu cilia cong ty viec dive hitn tot cic giei phip My se g6p phan cimg co, ning cao hinh inh thuong hieu ding thbi l8 co sa cho viec phit men ban ving curt Blitz Bing 3.2 Dv Min cic chwang trinh quan he cling ching Quan hi cong citing GM chi Thyc Mtn TO chat cic cuOc thi thiet ke, tim kiem ST Wang giii phip cong nghe thong tin mai TO chive cic sly kien (ngiy thinh lap cong ty, ngiy ma chi nhinh m6i ) TM trq cho cic Quy tar thin, cic chucmg tranh, thin din CNIT tren truyen hinh Wing nim Biti vitt, pheng sit ve the host dOng kinh T;o moil quan ht lien thong WA doanh, cic sin phtun Hang nim truyen thOng ve Gang ty Blitz djch vv, tvu cua ding ty 3.3.4 Ting cuing tliu hr bio vg unsung hien De c6 dirge mOt thuong hitu thinh deg di kh6, nIumg de bio ye n6 thi cbn lth6 hon Cong ty can chit tong den chat ltrqng sin phim, gia ci vi fling phvc vp de dip ling duqc nhu eau ngiy cang gia tang Ma khich Ming Nghia la mOt cic yen t6 de lam nen bin sic curt mOt thuong hieu thi khich hang se thira nhin nhUng yau t6 thuOc ve thuong hieu Blitz eh* Icheng phii Ii curt mOt thuong hieu nao d6 khic Khi di c6 dirge mOt ch6 dung tim tri khich hang, thuong hien se c6 sue khing cv tnrec sit car& tranh cua cic d6i NhEr sam ding ky bio h0 thuong hieu nen Blitz cling frith dirge nhUng thiet hai 'that djnh ve nhin hitu a khu we nuec De c6 the bio vat thuong hieu curt mirth 57 hieu qua thbi gian tail, Blitz can tri va din to tao cac rao can cheoug xam pham thuang hieu bing deb: Thuimg xuyen soat tinh hinh vi pham ban quyen tree pham vi ca nu& tren ca sa ph6i hqp chat the vai tra cilia BO Khoa hgc Cling nghe Viet Nam, Cuc quan 1ST thi twang de darth gia firth trang vi pham va xCr I kip then cac vi pham ve bin quyen s6 hau than hieu dui cong ty Cop nigh) thubng xuyen cac thong tin phi, lust c6 lien quan den thuang hieu thOng qua cac hinh thirc nhu them du cac buii thew, cac khaa huin luyen ve lu$t so hftu tri tue cac ca quan click nang ctia Nha nuec to chirc hoac thue chuyen gia to vein, dao tao Dpi ng6 to yin ban hang cita cac chi nhanh can tao dung va tri mei quan he liu dai yea lugng khach hang trung thkih Diu to thiri gian gap ga true tiep khach hang bei dieu da c6 the lam tang cueing mei quan he gitta doanh nghiep va cac khach hang km Trong chiert lugc phat trien hay nfing cao chit lugng djch vu, cling ty can len cac ke hoach giai thieu den khach hang mOt cach chinh xac nhu cac chucmg trash ve su !den, khuyen mai hay cac cuOc thi deg ty chirc Quan trgng han ca la phong cach phuc vu chuyen nghiep cita dpi ngil can b0 deg nhan vien ding ty 3.3.5 Ning cao chit Itnyng djch vg Phat trien thuang hieu Blitz phai Item gin lien yeti viec lien tuc nghien cuu de phat trien san phim, djch vu mot tim cac diem yeu ciut (Lich vu qua su gap y ctia khach hang DAy la mOt kenh thong tin quan trgng de c6 the cai flan san phim, djch vu hien tai va phat trien the djch vu mei BE lam tit dieu do, Blitz phai khOng ngimg ning cao chit lugng, da dang h6a cac loci hinh djch vu, dac bier la cac djch vu to Deing Oka tiep tuc dieu chinh chi phi cac djch thich img veil m8i twang canh tranh, huang ten Igi ich khach hang Uy tin th#t su cua thuang hieu luon la su phan anh caa chit lugng san phim va djch vv Mac du co chien lugc phat trien thuang hieu toan dien va chuyen nghiep nhung thuang hieu chi dugc khach hang biet den chit lugng san phim, djch vu duce kiting djnh Vi voy, de thuang hieu phat trien math me, dem lai hieu qua Oil& thuc, Blitz an tang cueing diu tu, t6 chtic vi (lieu hinh tot cac chi TIMM, ntmg cao chit luting va da clang h6a cac loci hinh djch At, tang cuing kg nang kinh doanh, dao tao dpi ngii can bp Cu the, c8ng ty an xay dung nhieu chuong tranh chant sec khach hang thiet thuc, xem cac chuang trash la mOt phin curt chit lugng dm sin phim, djch vu Blitz cung cap 58 Thang Long University Library Ngoai nhiem vp nghien dru nhu cau mitt khich hang de ce huemg kinh doanh hqp 19, b0 phan chant sec khich hang cim gill dip, phan hoi cic thac mac, !Neu nal cim khich hang De lkn duqc dieu do, the can b0 cong nhan vien can duqc dao tao kh8ng chi ye chuyen mon ma ve k9 Ming giao tiep de c6 the lam hai long khlch hang kW) tinh nhit Ong ty cling can thiet lop he so khich hang va ghi lai the chi tilt vi sin phan, djch vu khlch hang di timg sir dung cim Blitz, nhu c au ciut khich hang ma tai then diem da Blitz thus dip img duqc Ngoai ra, viec t6 chirc cic hOi nghj khich hang ding la dip de ling nghe nhitng kiln phan hei cite khich hang dang sir dung sin phim, djch vu cita Blitz, tim hieu nhUng nhu au mai, bay to long dun an ciut Blitz dei vai khich hang Tang ctremg ding tic chain sac khach hang qua the hinh thirc hau mai nhu tang qua cho khich hing than the ngly le len n/im, kt ni'e'm tharth lip doanh nghiep, Xay dung he thOng du heti thu flap thong tin phin hei tir khich hang ve chit luqng sin plain djch At, phong cich, thii dO giao dich dia nhan vien de ce bien phip khic phuc nhim ning cao chit Itrqng sin pliant djch vu, dip img ding tot hot dO them dung dia khich hang 3.3.5 Thinh lep the phong ban chuyin mon h6a vi marketing Hien nay, Cong ty Blitz van chua s6 hitu dqi ng0 can b0 thuc hie'n ding tic marketing vi phit then thuong hieu rieng cho ding ty ma hau het chi phi' thuOc vao cic cong ty ngoii Do vay, ding viec mang firth kiem nhiem, chua that su hieu re doanh nghiep Bei v$y, de dat duqc hieu qul cao the Gong tic tuyen truyen, quang bi thucmg hieu, cling ty oft the lap the phong ban chuyen mon hem ve marketing vi quan he cong chimg rieng biet Viec sir dung them luc cita chinh cong ty mirth se dem lai lqi the hq la ngueri hieu hot hit doanh nghiep ciut mirth dang thitu cii gi, can cii gi, !dieing can cii gi, tinh than litm viec cult hq se c6 trich nhiem hcrn 59 'CET LU44N CHUONG Xay dtmg vi phit trien thuong hieu la mOt qui trinh doi hoi the doanh nghiep duqc sy phii co duqc mOt sv n8 lye phin din rat cao vi ben bi Tuy nhien, d3 th thinh cling xay dyng vi phit then thuang hieu thl nhitng (long gap ctia thuong hien mang lai cho doanh nghiep la vo can to Ian Bing viec tong ket nhikng 19 Mn ve viec xay dyng, chien lucre phit trien thuang hieu doanh nghiep, 1411 van di co ging tim toi, ip dung nhitng 19 lu$n ye chien luqc phit trien thuong hieu doanh nghiep vio host dOng thyc tier cult COng ty TM-ill Cling nghe thong tin Blitz Viet Nam Trong qui trinh thyc hien, lu$n van da chi duqc tam quart trung ctia thuong hieu hoot dOng sin xuit kinh doanh colt doanh nghiep, nhing chien luqc phit trien thuong hien cua doanh nghiep, nheng thinh ding &rex diu cling nhu nheng mat han the Gong tic phit trier thuong hieu b Ging ty Blitz Tren co ser do, lu$n van cling di phan tich vi dua mOt chien luqc phit trien thuong hieu Oft kip von chien luqc phit trien chung ciut cling ty giai don tir den cite nam tiep theo Myc dich colt bii luan van 11 mong main g6p plan giii quyet met yin de het sue thed sr vOi die doanh nglilep Viet Nam nii chung vi COng ty TNHH Gong nghe thong tin Blitz Viet Nam n6i rieng hien — de li phit trien thuang hieu boi canh nen kinh to Viet Nam dang timg Were hOi nhip vOi kinh to the giOi Tuy nhien, thbi gian co han nen qui trinh tlm hien thyc to cong ty chua nhieu, 14n van chic chin c6 nhieu thieu sot vi chua the di sau de phan tich, dinh gii het nhOng vin de cong tic thyc hien chien luqc phit trien thuong hieu eita Citing ty Blitz Viet Nam Tic gii lu$n van xin chart cim on vi rat mong nhin duqc them nhieu y icien clang g6p elm tic thiy co giio vi nhtmg ngtreci quan tam den de Si mil luin van dtra de de Si niy ducat hoin thin hart, den g6p vio thyc lien cila Cong ty Blitz Viet Nam 60 Thang Long University Library PHV LVC Bio dm tai chinh coa C8ng ty TNHH Ging nghe thong tin Blitz Viet Nam am 2011-2012-2013 Ban gia djch At nang cap SWIFT cila Gong ty TNHH Ding nghe thong tin Blitz Viet Nam TAI LI$U TRAM KHAO Bio cao tong hqp tinh kink tii chink mkt C8ng ty TNHH Cong nghe thong tin Blitz Viet Nam nim 2011 — 2013 Cic bii viet tren cuc trang intemet ve Quin tri Thucmg hieu Gido trinh Thurmg Neu yeti nha quit?: 111 —NXB Doi hqc Thucmg Dio Cong Binh (2003), Quem Sri tai sem nhan hieu,NXB David Aaker (2000), Brand Leadership Philip Kotler (1967), Marketing Manager, NXB Lao dOng — XA hOi Thac sy Pham Long Chiu, Slide bai giting Quan tri thuong hieu, Doi hqc Thing Long Thac sy Ding Dinh Tram, Tdi lieu Quin tri tinning hieu, Doi hqc Thing Long Tii lieu t*Sng hqp ve Cong ty TNHH CEng nghe thong tin Blitz Viet Nam 10.TM lieu khea luon tham khio, Thu vien truting Doi hqc thing Long Thang Long University Library