INTERNATIONAL EXECUTIVE MBA PROGRAM (leMBA) Chuong trinh cao hoc Quiin trj kinh doanh Quoc tc LUAN VAN TOT NGHIEP DE XUAT M p T SO BIEN PHAP NHAM XAY Dl/NG, QUAN LY VA PIIAT TRIEN THl/ONG IIIEU CONG TV MAI TRANG GIAI DOAN 2008 - 2013 NGUYEN BA SINH leMBA#3 THANG 05, 2007 INTERNATIONAL EXECUTIVE MBA PROGRAM (leMBA) Chirang trinh cao hoc Quan trj kinh doanh Quoc te BAN LUAN VAN NAY DlTOC NO? CHO TRirdNG DAI HQC IRVINE (HOA KY) VA KHOA QUAN TRI KINH DOANH (TRirCJNG DAI HOC QUOC GIA HA N O I ) BAN LUAN VAN LA M O T PHAN BAT BUQC TRONG CHLTONG TRINH DAO TAO THAC SY QUAN TRI KINH DOANH QUOC TE THANG 05, 2007 Phe duyet ciia Chuong trinh Cao iioc quan tri kinh doanh quoc te Chu nhiem chuong trinh Toi xac nhan rang luan van da dap ung dugc cac yeu cau cua mot luan van tot nghiep thuoc chuong trinh dao tao Thac sy Quan tri kinh doanh VuCongTy Chii tich Hoi dong PGS-TS Chiing toi, ky ten duai day xac nhan rang chung toi da doc toan bo luan van va cong nhan ban luan van hoan toan dap ung cac tieu chuan cua mot luan van Thac sy quan trj kinh doanh TS Nguyen Viet Anh Giao vien huong dan Cac vien Hoi dong (Xep thu tir ten theo bang chu cai) TS Nguyen Viet Anh TS TaNgpcCau NCS Tran Phuong Lan PGS-TS Ngo Kim Thanh DANH MUG CAC TlT VIET TAT Ky hieu, viet tat TNHH Viet day du Giai thich Trach nhiem huu han IBM International Bisiness Macine Tap doan IBM ICC International Criminal Court Cong ty hoa my pham quoc te LG Lucky Goldstar Tap doan LG VTB Viettronic Tan Binh Cong ty C phan dien tu Tan Binh O VIM Vietnam Industry Management Vien nghien cuu va dao tao ve quan ly HCTC Hanh chinh to chuc TOM Top of mind Muc nhan biet thuang hieu MUC LUC PHAN M D A U 0, j LI Ten de tai | 01 L2 Ly lira chon de tai 01 L3 Muc tieu va y nghia cua viec nghien cihi de tai 02 L4 Phiroug phap nghien cihi 02 L5 Cac dong gop cua de tai 03 L6 Ket cau cua de tai 03 CHU'OfNG I: CO S LY LUAN VE THU'ONG HIEU VA XAY DlTNG THirCRVG HIEU, T H V C TRANG VE XAY DUlVG THU'ONG HIEU TAI 04 DOANH NGHIEP VIET NAM LI Ctf sa ly luan ve thirong hieu 04 1.1.1 Khai niem thuang hieu i 04 1.1.2 Tam quan cua thuang hieu 09 1.1.3 Cac chuc nang cua thuang hieu n : 1.1.4 Dae tinh cua thuang hieu i 13 Xay dung thu*oiig hieu i | 16 1.2.1 Khai niem xay dung thuang hieu 16 1.2.2 Quy trinh xay dung thuang hieu 17 1.2.3 Thidt ki thuang hieu 21 1.3 Cac chien Iirac phat trien thu'ong hieu 24 1.3.1 Cach thuc tri thuang hieu 24 1.3.2 Cac chien luge phat trien thuang hieu 25 i 1.3.3 Tao dung hinh anh cho doanh nghiep ! 1.4 Thuc trang ve xay dung thu'ong hieu tai cac doanh nghiep Viet Nam 30 | 31 1.4.1 Thuc trang ve cac thuang hieu Viet Nam 31 1.4.2 Thuc trang cong tac xay dung thuang hieu tai Viet Nam 40 1,4.3 Thuc trang dau tu cho xay dung thuang hieu 43 CHU^ONG II: TONG QUAN VA THlTC TRANG XAY DlTNG 46 THirONG HIEU MAI TRANG Z.l Tong quan 46 1,2 Thuc trang xay dirng thirong hieu Mai Trang 50 CHlTONG III: CAC GIAI PHAP THlTC HIEN THANH CONG CHIEN LlfOC XAY DLTNG THlTONG HIEU 58 TAI CONG TY MAI TRANG VA KET LUAN i.l Cac bien phap thyc hien cong chien lutfc xay dung thvong hieu 58 3.1.1 Can xac dinh va nam viing dac diem, tinh hinh doi thu canh tranhj 58 3.1.2 Nam viing dac diem tam ly khach hang va khach hang muc tieu 60 3.1.3 Luon dinh huong dung muc tieu chien luge 63 3.1.4 Xac dinh ro va dinh huong diing muc tieu chien luge 64 3.1.5 Xay dung va quang ba sau rong hinh anh cua cong ty 66 ' A 1 3.1.6 Thuong xuyen cung cap san pham dam bao chat lugng chuan 68 3.1.7 Nang cao chat lugng dich vu va phat trien thuong hieu 69 3.1.8 Ap dung triet de qui trinh xay dung va phat trien thuang hieu 70 3.1.9 Ke hoach thuc hien xay dung thuang hieu 71 3.2 Nhung han che cua Luan van va huong nghien cihi tiep 72 3.3 Ket luan 72_ TAI LIEU THAM KHAO 74 t DANH MUG BANG BIEU Bane 2-1 Co cau boat done kinh doanh cua Cone tv Mai Trane 48 Bang 2-2 Doanh thu cua Cone tv Mai Trane 49 PHAN MO DAU 1.1 Ten 6k tkl: ^^Bi xuat mot so Men phdp nhdm xay dung, quan ly vdphdt trien thuo^ng hieu Gong ty Mai Trang giai doan (2008-2013)" 1.2 Ly lira chon de tai: Trong thai gian gdn day, thuang hieu va xay dung thuang hieu da trd van de nong bong, thu hut dugc sir quan tam rong rai cua cac doanh nghiep va cong luan Tren thuc te, day la mot van de khong mai, doi vai cac nuac phat tri^n tren th6 giai Thuang hieu va xay dung thuang hieu luon la vkn dh c6 tam quan rat lan, la mot nhung moi quan tam hang dau doi vai moi doanh nghiep Tuy nhien, tai Viet Nam van de chua dugc cac doanh nghiep quan tam dung muc Theo danh gia chung cua nhieu chuyen gia kinh te, Thuang hieu Viet Nam hien xkx kern, the hien thi trucmg nuac, chua du lire de tham gia thi truang xuat khau va hoi nhap Hau het cac Doanh nghiep Viet Nam dang giai doan buac dau ciia viec xay dung thuang hieu va cung dang gap rat nhieu kho khan Tuy nhien, van de da bat dau thay doi mot each nhanh chong theo chieu huong tich cue anh huong tu Viet Nam hoi nhap vai nen kinh te khu virc va the giai Cac doanh nghiep da nhan bang thuang hieu la mot nhihig yeu to dam bao cho su cong dai han va da dua van de thuang hieu va xay dung thuang hieu tra ve dung vai tam quan von c6 cua no Cong ty Mai Trang la cong ty TNHH dugc lap nam 1996 Muai mot nam hinh va phat trien, chuyen kinh doanh vat lieu xay dung, thiet bj ve sinh cao cap, kinh doanh oto, van phong, saloon cho thue Chien luge kinh doanh ciia cong ty Mai Trang giai doan (2008-2013) la tap trung phat trien phan djch vu Cong ty Mai Trang mai chi lgi khdng tic dudng iing ngap lu lut Mai Trang cdn cd he thdng tour du lich hoan hao nhu:"Mai Trang TOWER" 16- Pham Hiing vdi cum khach san Resort, Du Hch sinh thai."Mai Trang Hd Hoa Binh" tren dien tich 21 each trung tam Bd Hd 11km Dugc bao bpc mat rong, bo nude vdi cac dao nhd, phong canh son thuy hu*u tinh "Mai Trang sim Son" vdi khu Resort sinh thai biln, vj tri die dia dugc ngudi Phap khing dinh tai khu nghi mat Sam Son Thanh Hoa Cd cac mdi quan he lan nhau, ho trg tao mot he thdng dich vu hoan hao Tir cac thdng tin va dac diem cua cac ddi thu va cua Mai Trang nhu tren Mai Trang cung thudng xuyen thu thap thdng tin khac nhim muc dich xac dinh rd cho minh dilm manh dk phat buy va biet dugc ddi thu hp dang lam gi? Hp quan tam den van de gi? Cach thirc hp trien khai nhu the nao? tir dd Mai Trang dua dugc cac giai phap hgp ly Thuong hieu ma Mai Trang chi di vao khach hang Mai Trang cd dugc su khac biet ro rang hon ddi thu 3.1.2 Nim vung dac diem tam ly khach hang va khach hang muc tieu Khach hang la ddi tugng quan trpng nhit boat ddng kinh doanh doi vdi bit kl doanh nghiep nao, khdng cd khach hang tire khdng cd hoat ddng kinh doanh, khach hang it cd nghTa loi nhuan it hoac khdng cd Mudn thu hiit dugc nhilu khach hang phai hilu, phai bilt dugc khach bang hp cd nhu cau gi, mong mudn gi, sd lugng bao nhieu, bao gid can, nao hp quylt djnh, can ciir vao dau hp quylt dinh (cd hoac khdng) dd chinh la nhimg dac dilm, tam ly ciia khach hang ma ta (cdng ty) cin phai nim Khi nim vihig dac dilm tam ly cua khach hang Cdng ty Mai Trang mdi cd thi tao cac hinh anh cd in tugng sau cho khach hang thdng qua thoa man tdi da cac nhu ciu va mong muon cua khach hang Vdi vai trd y nghTa vd ciing quan trpng dd viec nim viing dac diem tam ly khach hang la rit cin thilt cho cac doanh nghiep ndi chung, Cdng ty Mai Trang ndi rieng Cac dac dilm 60 tam ly khach hang Mai Trang cin nim la: Nhu ciu khach hang cin san phim loai gi, sd lupng bao nhieu, chit lugng mong mudn din dau, hp thich phong each giao dich thi nao Tir viec nSm viing dac dilm tam ly khach hang Mai Trang cung cip va thilt kl cho khach hang nhiing san phim dam bao chit lugng, kip thdi gian, cung cip cho khach hang cac djch vu tdt nhit ca vl tien ich kinh tl, lan tinh thin dugc yen tam va tin cay cao nhit Cd lam dugc nhu vay thuang hieu, hinh anh ciia Mai Trang mdi din an sau vao tam tri khach hang Khach hang muc tieu cua Mai Trang (Khach hang muc tieu uu tien thu tu tir tren xudng dudi) - Khach VIP, thuong gia, dai dien ca quan ngoai giao, ngudi nude ngoai cdng tac va lam viec tai Viet Nam - Khach Tmng Qudc -Khach Ha Ndi - Khach tinh le, khach thu nhap trung binh Khach hang muc tieu ciia Mai Trang bao gdm rat nhieu phan, cd nhu cau sd thich khac da dang, nhung qua trinh quyet dinh sir dung san pham va dich vu cua khach hang van theo chu trinh chung dd la: Cd nhu ciu -^ tim kilm thdng tin -> nhan thiirc van de -^ danh gia va lira chpn -> Quylt djnh sir dung san phim va dich vu -^ Hanh vi sau su dung san pham, dich vu cua khach hang van theo mot chu trinh ve trang thai dd la c i n ^ B i l t dln-> Hilu bilt^Thich->Tin tudng^Quylt djnh Khi sir dung san phim va djch vu, khach hang muc tieu ciia Mai Trang cd dac diem tam ly chung dd la: Mong mudn san phim tdt nhit, phuc vu tot nhit, linh boat, chan thanh, thai dd than thien thoai mai, vui ve dac biet gia phai hgp ly 61 Tuy nhien ngoai dac dilm chung, thi dii tugng khach hang se cd mot sd dac dilm rieng Khach san, Resot: Khach VIP, thuong gia, gidi thuong luu thi that sang trpng, tien nghi that diy dii, tranh dn ao, rieng biet yen tTnh dl nghi ngai ban thao Cdn khach Tmng Qudc chu ylu la khach tour, sd lugng nhilu, phuc vu nhanh, lich dua ddn doan, an d that chinh xac cac mdn an phuc vu phai phii hgp phong tue tap quan cua Trung Hoa Viec nim viing dac dilm, tam ly ciia khach hang la vin dl vd cimg quan trpng kinh doanh ndi chung, dac biet xay dung thuang hieu, bdi vi ddi tugng khach hang cua Mai Trang khdng phai don thuan la mot ca nhan hay mot doanh nghiep, ma d day Mai Trang cd rat nhieu nhdm khach hang, moi nhdm lai cd rat nhieu doi tugng, hay cac ca nhan khac tham gia vao qua trinh sir dung Chinh dieu tao rat nhieu sir khac biet khach hang, hieu dugc khach hang la da mot phan phuc vu tdt cho khach hang, mat khac cd hieu dugc khach hang Mai Trang mdi dua dugc cac chiln luge thich hgp thoa man dugc nhu cau khach hang, thoa man dugc khach hang thi Mai Trang mdi cd dugc hinh anh khach hang De hieu dugc dac diem tam ly, khach hang Mai Trang can phai thudng xuyen nim viing, nghien ciru dac tinh tam ly khach hang bang viec trao ddi, tham dd true tilp hay gian tiep qua dilu tra Viec nghien ciiru danh gia thoa man nhu cau hay danh gia phat trien cua thuang hieu cd thi thdng qua danh gia mirc tSng trudng vl doanh thu va san lupng, cung nhu tang trudng vl sd lupng va tin suit ciing nhu sd lupng, so lan su dung cua khach timg qui hay nam nhit la sd lin khach su dung san phim, djch vu nhilu lin hay mot lin rdi thdi It nhit moi nam phai cd mot lin tham dd danh gia tam ly nhu ciu, mong mudn cua khach hang, dk tir dd danh gia hieu qua thuang hieu ciia minh 62 3.1.3 Ludn dinh huong dung muc tieu chien luge D I thuc hien mot each cd hieu qua muc tieu, chiln luge xay dung phat triln thuang hieu, tmdc hit viec djnh hudng muc tieu, chiln luge phat triln chung cua Cdng ty Mai Trang tiln trinh hdi nhap kinh tl thi gidi phai phii hgp va sat vdi thuc tl Djnh hudng diing muc tieu, cd chiln luge hgp ly la vin dl rit quan trpng cho Mai Trang, bdi vi nlu djnh hudng sai, khdng sat thue tl se dan din hanh ddng sai, hieu qua thip hoac tham chi that bai Xay dung va dinh hudng muc tieu la djnh hudng dudng di va dich cin din, la thudc qua trinh thuc hien chien luge vi vay djnh hudng diing muc tieu va chiln luge la rit can thiet qua trinh thuc hien chien luge xay dung thuong hieu cua Mai Trang, bdi vi de xay dung cdng thuong hieu, Mai Trang gin liln viec xay dung thuang hieu viec thuc hien cac chien luge chung ciia cdng ty sudt qua trinh boat ddng Din nay, de nang cao kha nang canh tranh nganh va nen kinh te hdi nhap Mai Trang xac dinh cho minh chien luge kinh doanh la:"Phat trien thi truong cu, khai thac md rong thi trudng mdi tren eo* sd gia ca hgp ly, dich vu so 1", nham dat dugc cac muc tieu co ban la doanh thu tang trudng 25-30%/nam; Igi nhuan cao nhat bang each thuc hien tdt chien luge xay dung thuong hieu dd \k:"Lu6n cai tien vd ndng cao chdt lugng cdc san pham dich vu cho khdch hdng, xdy dung dugc doi ngU cdn bo nhan vien lam viec co tinh chuyen nghiep cao de tgo hinh anh rieng biet (co trinh thao vi chuyen mon cao, co khd ndng gay cdm tinh, gay dn tugng tot voi khdch hdng) cua Mai Trang, thong qua chuong trinh truyin thong khuyin mdi de: 1, Tgo cho khdch hdng co dn tugng (nhan thuc) dac biet ve Mai Trang; 2, Ghi sdu hinh anh cua Mai Trang vao khdch hdng Bk thuc hien tdt dinh hudng tren viec xay dung va phat triln cdng thuong hieu ciia Cdng ty Mai Trang la vd ciing quan trpng, vi vay Mai Trang cin xac djnh rd rang tu 63 tudng viec xay dung phat triln thuong hieu ciia minh dd la chiln lupc phat triln thuong hieu cin dugc thuc hien thing nhit thdi gian dai va cd sir dam bao nhit dinh vl tai chinh dl cd dii kha nang dn djnh phat buy lgi thi canh tranh Cin tranh ngd nhan dl din din chii quan hoac thay vi qua tu ti ma bd Id ca hdi, khdng diu tu xay dung thuang hieu mot each lang phi, ma nen tap trung nguon luc nang cao nang luc canh tranh cd the trd cac ddi tac chien luge cua cac khach hang qudc tl va nude dk cung cip san pham dich vu mang thuong hieu ciia chinh minh Tuy nhien djnh hudng bing muc tieu, chiln luge cu thi da la nhu vay, nhung dilu quan trpng d day Mai Trang can quan tam den ket qua dl tir dd mdi cd can cu* danh gia va dilu chinh cho phii hgp Cac can cir cd thi diing dk danh gia dd la doanh thu, doanh so, so lugng khach hang tang trudng va mat di thang, nam la bao nhieu, thi phin tang moi nam la bao nhieu, sd khach hang nhan biet ve cdng ty tang bao nhieu, de lam dugc dieu Mai Trang phai cd su thdng ke, phan tich, danh gia sd lieu thudng xuyen hang thang, qui, ddng thdi cd cac bien phap dieu chinh kl hoach, cd giai phap thuc hien hiJu hieu va kip thdi, cd vay muc tieu va chien luge mdi cd djnh hudng dung 3.1.4 Xay dung va quang ba sau rong hinh anh cua Mai Trang Hinh anh la ndi dung ciia thuang hieu, nhu da trinh bay phan co sd ly luan"thuang hieu la hinh anh vl san phim, dich vu hoac doanh nghiep dugc luu lai tam tri ngudi tieu diing " Vi vay Mai Trang cin phai cd bien phap quang ba sau rong hinh anh ca vl san phim va dich vu ciing nhu cac ylu td khac lien quan din toan bd boat ddng ciia doanh nghiep din dugc vdi khach hang Hinh anh ciia cdng ty Mai Trang phai dugc lien he va hinh tri nhd ciia khach hang vl Mai Trang nhu mot nha thuong mai hay cung img djch vu Hinh anh Mai Trang phu thudc vao cac yeu td nhu: + Cac san phim djch vu ma cdng ty kinh doanh; 64 + Cac hoat ddng dugc cdng ty tien hanh; + Cach thiirc cdng ty giao tilp vdi khach hang Hinh anh Cdng ty Mai Trang, thuang hieu cdng ty phai ggi len dugc nhirng lien tudng din cac san phim, djch vu cua minh, cung dugc phan anh qua tinh each va dac dilm ciia nhan vien Cdng ty Gia tri thuong hieu ciia Cdng ty cung dugc nang len nhd cac nhan vien td chuc cua minh, chu yeu la nhd nhiing no lire cua dpi ngu nhan vien va sir phat triln quan he ciia hp vdi khach hang Dd la nhiing nhan vien sin sang lam bit cu viec gi kha nang cho phep dk lam thoa man khach hang Trong nhirng nam tdi can phai dat dugc cac yeu cau sau viec quang ba hinh anh ciia minh dd la: Tgo dugc su lien tuong ve hinh dnh cong ty tap trung vao khdch hdng la lam cho khach hang biet den Mai Trang nhu mot nai sin sang dap ung yeu ciu cua khach hang va cham sdc khach hang Khi dd, khach hang tin ring"nhu ciu cua hp se dupe thiu hieu" Mai Trang va Cdng ty Mai Trang can la cd va tin tudng, than thien Giai phap de Mai Trang tao sir lien tudng hinh anh va cac gia tri cua minh, Mai Trang can thdng qua cac chuong trinh va boat ddng ho trg, tai trg cdng ddng, dilu cd nghTa la Mai Trang mudn tao binh anh ciia minh khach hang va cdng chiing dugc sau rong thi Mai Trang cin phai cd diu tu mot khoan tai chinh nhit dinh Bk cd hinh anh tdt Mai Trang cin tao dugc sir tin nhiem ddi vdi khach hang va long tin ciia khach hang vao cdng ty, ring dd la Mai Trang la nai cung cap san pham, dich vu thoa man nhu ciu va mong muln ciia khach hang Sir tin nhiem ciia cdng ty lien quan din danh tilng ma cdng ty cd dugc tren thj trudng Nhung sir tin nhiem dd Cdng ty Mai Trang cin tao cho minh cd dugc cac ylu to sau: + Sir chuyen nghiep; + Yen tam va tin tudng; 65 + Thoai mai sir dung san phim va djch vu Tdm lai, tao nen hinh anh cho Mai Trang la se tao gia tri thuang hieu Mai Trang, Cdng ty phai cd nhilu each - true tilp hay gian tilp - tao nhiing hinh anh va quang ba hinh anh mot each tich cue va hieu qua nhit Khi thuc hien giai phap nay, dieu quan trpng la Mai Trang cin tang cudng giao tilp vdi khach hang va nghien ciiru ky nhu'ng nhu ciu va mong muln cua hp dk dua nhung chuong trinh cu thi ma khach hang cd thi de dang cam nhan, thau hilu va hinh su danh gia tich cue ciia minh vl thuang hieu, hinh anh cua Mai Trang 3.1.5 Thudng xuyen cung cap san pham dam bao chat lugng Dac tinh cua thuong hieu ludn gan lien vdi doanh nghiep va san phim, san phim va chit lugng san pham ludn gan chat vdi nhau, hai nhung la mot, vi vay cung cip san phim dam bao chat lupng cho khach hang la viec lam vd ciing quan trpng qua trinh xay dung thuong hieu cua Mai Trang Chat lugng va chat lugng san pham la pham tru triru tugng, de tai tdi chi xin dl cap din quan diem ve chat lugng san pham va dich vu Theo quan diem ciia cd nhan Toi, chdt lugng Id cdc chi tieu, cdc thuoc tinh, cong dung cua sdnphdm vd de thoa mdn nhu cau cua khdch hdng Moi mot san phim se cd be thdng cac chi tieu chat lugng khac cd san pham chi cd mot hay hai chi tieu, nhung cd san pham cd den may chuc tham chi den ca tram chi tieu rieng le Tuy nhien, cung cin phai luu y rang viec xem xet cac chi tieu phai dat dilu kien tieu diing gidng nhau, hay ndi each khac di nhiing dilu kien tieu diing khac thi sir dap img cac yeu ciu cua khach hang cu thi se su dung hang hoa vdi tieu chi chit lugng nao la thich hgp nhit Khi da xac djnh dugc nhu ciu sir dung dilu kien nhit dinh nao dd tue la Mai Trang se va da tao dugc mot san phim djch vu khac biet va se mang lai cho khach hang mot su an tam, thoai mai tin tudng su dung 66 Khach hang ludn mong mudn cd dugc chat lugng nao dd tir san phim ciia cdng ty phuc vu cho hp, nhung ddng thdi cung mong muln cd gia hgp ly nhit Trong dilu kien canh tranh cang quyet liet, cdc doanh nghiep ludn tim each giam gia dt nang cao siirc canh tranh thi viec tao su cam nhan vl chat lupng dugc nang len se la nhan td quan trpng va cd y nghTa quylt djnh de thu hut khach hang Nhu nhirng vdn de dd de cap den o tren, chdt lugng sdn phdm md cong ty cdn quan tdm & cdc goc cu the sau day: ' Tinh tien ich su dung san pham va djch vu - Tinh chuan xac va hgp ly ve gia Tinh tien ich sir dung san pham va dich vu Day la chi tieu dac trung cho kha nang su dung san phim va dich vu, tao dilu kien khach hang su dung san pham cd hieu qua nhit, tranh lang phi, chi phi cao hon nhu khu RESOT va phdng khach san phuc vu khach VIP, phdng nghi, phdng ve sinh, va phdng hpp ban cdng viec lap dat ket ndi mang, tien ich cho viec nghi dudng va sir ly cdng viec nhung ddi vdi nhimg khach khac va khach tour (khach Tmng Qudc), khach thu nhap binh thudng thi khdng can phdng hpp ket ndi mang Internet Sir phu hgp d day cdn dugc dac trung phii hgp ve tam ly thdi quen, tap quan, sd thich, phii hgp tam ly khach hang se tao cho hp mot cam giac tin tudng, thoai mai ddng thdi mang lai hieu qua cao cho khach hang Vi the se tao an tugng tot dep cho thuong hieu Mai Trang Tinh chuan xac gia hgp ly cho san phim dich vu Tinh chuin vl gia cho san phim, djch vu la mot vin dl khach hang rit quan tam Trudc quylt dinh su dung san phim dich vu khach hang thudng lira chpn, can nhic so sanh sir dung san phim va djch vu thi cd phii hgp gia khdng so sanh tien ich su dung thuc t l va vdi chit lugng san phim djch vu se dem lai lgi ich mong mudn cho 67 khach hang, cung chinh sir tin tudng, yen tam, thoai mai cua khach hang se mang lai gia tri va sir Trung Thanh ve thuang hieu cho Mai Trang 3.1.6 Nang cao chat lugng dich vu va phuc vu khach hang Thuang hieu la"hinh anh vl san pham, djch vu hoac doanh nghiep dugc luu lai tam tri ngudi tieu diing " vi vay nang cao chit lugng dich vu va phuc vu khach hang ciing chinh la nang cao gia trj thuang hieu Dac tinh co ban ciia san pham, dich vu khac vdi cac san phim la hang hoa la tinh vd hinh ciia chiing Thuang hieu cua cdng ty chi la chat lupng san pham nhu ndi tren, ma cdn la phong each phuc vu ciia nhan vien, nhiJng yeu td mang tinh hGu hinh nhu: dich vu, giao tiep, djch vu tai chinh, tiep ddn hudng dan tan tinh, chu dao, an can, thu ngan khoang each khach hang vdi nhan vien cdng ty Xa hdi cang phat trien, nhu cau thuan tien cang cao, sue canh tranh cang manh, viec nang cao chat lugng djch vu va chat lugng phuc vu khach hang cang dugc coi trpng vi nd cd gia tri cao cua viec tiep xue mat ddi mat giu^a dpi ngu nhan vien cdng ty vdi khach hang Thai dp cua cac nhan vien va tinh chuyen nghiep ciia nhan vien se quyet djnh chat lupng dich vu va chat lupng phuc vu cua cdng ty Chinh vi vay Mai Trang can phai dao tao dugc dpi ngu nhan vien mot each bai ban ve cac ky nang nghiep vu de cd du kha nang tao chit lupng tdt djch vu va phuc vu Cac djch vu can quan tam dd la: - Gia tang gia tri sir dung san phim, dich vu cho khach hang (ngoai sir dung nhimg vat dung phdng cdn su dung cac dich vu kem theo nhu: khu RESOT, khu the thao, bl bai, tap golt khdng phai tra them tiln) tao he thdng tour du lich hoan hao giu:a cac khu vdi ciia Cdng ty Mai Trang - Tang cudng cung cip dich vu that tien lgi cho khach hang, nhu dich vu toan tiln nhanh, quy ddi ngoai te, hudng din chi dudng, an cin cd khach yeu ciu Quan he tot 68 vdi cac hang hang khdng, cip VISA va cac dich vu khac tao Idng tin cho khach hang, yen tam thoai mai nhu chinh nha minh Cac dich vu se tao dilm khac biet cua thuong hieu Mai Trang, bdi day la nhung dich vu ma nhieu ddi thu ciia Mai Trang khdng dl cd dugc Chit lugng djch vu khdng nhung bing viec tang cudng va nang cao chi biln dk lam gia tang gia tri sir dung ciia san phim hay cung cip nhilu cac djch vu tien ich ma nd cin dugc thi hien bing nhung gia tri vd hinh dd la Mai Trang phai tao dugc hinh anh chit lupng phuc vu khach hang, dac biet d day thai dp phuc vu, tinh thin trach nhiem ciia nhan vien ddi vdi khach hang trudc, va sau sOr dung Cac cir chi, hanh ddng than thien, chan tinh, tac phong nhanh nhay cin phai theo mot chuin hoa nhit dinh dk giao dien vdi khach hang la thoa man nhung nhu cau va mong mudn cua khach hang Chat lugng dich vu va chat lupng phuc vu la yeu td quan trpng giao dien vdi khach hang vi rang day la cac lien ket bd nhd cua khach hang lien quan den hinh anh ve djch vu ciia Mai Trang cung nhu thuang hieu Mai Trang 3.1.7 Can tap trung thuc hien tot mot so noi dung qui trinh xay dung va phat trien thuong hieu Phat triln cdng mot sd chit lugng thuong hieu khdng phai la chuyen don gian, qua nghien ciru tdi nhan thiy: tren co sd can nam viing va thuc hien tdt cac bude xay dung phat triln thuong hieu nhu tai phin tren da trinh biy, nhien Mai Trang cin va cd Id trinh cu thi cho viec thuc hien theo qui trinh quan tri chit lupng thuong hieu do, theo dd Mai Trang trudc mit giai doan 2008 den 2012 can thue hien tdt va nhin manh mot sd ndi dung co ban sau: • Phat triln cac td cua thuang hieu; • Xac dinh nhihig cam kit cua thuang hieu; • Phae thao md hinh thuong hieu theo dinh hudng khach bang; 69 • Dinh vj thuong hieu; • Tmyen thdng chd dung thuong hieu Sd dT Mai Trang cin phai chii trpng nhin manh mot sd ndi dung bdi vi vj tri thuang hieu cua Mai Trang chua dugc xac djnh rd rang, thuc hien truyin thdng cua Mai Trang thdi gian qua chua t6t v.v Cac ndi dung dam bao cho cac bude tilp theo dat kit qua tdt ban, vi dii chang nira viec xay dung phat triln thuong hieu la ca mot qua trinh lau dai, bin bi va phai kit hgp bing nhieu hinh thiirc, bien phap khac Qui trinh quan tri chit lupng thuang hieu la kim chi nam cho tu tudng va hanh ddng suit qua trinh xay dung, tri va phat trien thuong hieu cua Mai Trang ndi rieng ciing nhu ddi vdi doanh nghiep khac ndi chung, vi vay dk xay dung va phat triln cdng thuang hieu ngoai viec thuc hien va trien khai cac giai phap phii hgp vdi thuc trang (nhu trinh biy d tren), Mai Trang cdn phai thuc hien tot qui trinh quan tri chit lugng thuong hieu da trinh bay d tren 3.1.8 Thu-ong xuyen kiem tra, giam sat qua trinh thuc hien muc tieu va ke hoach chat lugng xay dung phat triln thuong hieu O day trudc bet la thuc hien cac bien phap va dua dugc cac tieu chuan va chuan muc chat lugng cua san pham de san pham ludn phii hgp vdi yeu cau, mong mudn ciia khach hang; khdng de chat lugng cac djch vu, cung nhu chat lupng phuc vu khdng dap ung mong nudn cua khach hang, phai thudng xuyen lam cho cac binh anh ve chat lugng san phim, djch vu, phuc vu cua cdng ty dugc khach tin tudng thoai mai, hai long va ghi nhd Tren ca sd cac chi tieu da dugc qui djnh, thdng qua viec kiem tra giam sat cd danh gia, so sanh vdi muc tieu yeu ciu ciia cdng ty da dat ra, de phat hien va dieu chinh kip thdi cac cac bilu hien sai lech dk gdp y kiln cua khach hang de san pham va djch vu dugc sira ddi bd sung kjp thdi 70 De thuc hien tot ndi dung cdng ty md hdm thu gdp y kiln khach hang, phai djnh ky hang qui tham chi hang thang phai cd philu tham dd y kiln khach hang vl nhan bilt vl thuong hi Mai Trang, tham dd vl mirc dp hai long cua khach hang Ddng thdi hang thang, hang qui tu Mai Trang cd the thdng qua tdng hgp, phan tich sd lieu doanh thu, sd khach hang giao djch nhit la so lugt khach hang su dung lai san phim djch vu vv de danh gia kit qua va hieu qua xay dung phat triln thuong hieu ciia minh D I viec kilm tra, giam sat cd hieu qua, Mai Trang cin xay dung qui trinh kiem tra danh gia, tren ca sd dd giao cho bd phan nhan sir cd trach nhiem thuc hien tdng hgp, phan tich danh gia mot each sau sic va dua dugc giai phap khic phuc kjp thdi nhimg tdn tai, dilu chinh phii hgp kl hoach xay dung va phat triln timg giai doan cho phii hgp 3.1.9 Ke hoach thue hien xay dung thuong hieu Ke hoach la kim chi nam cho banh ddng, de thuc hien cd hieu qua chiln luge xay dung thuang bieu cho minh can cd ban ke hoach hanh ddng tdng the nhu sau: Noi dung cong viec Nhan sir Thdi gian TH Kinh phi Xay dung ban de cuong xay dung thuang hieu Phe duyet de cuong 1-3/2008 10 trieu 3/2008 01 trieu Trien khai thuc bien du an 3/2008-12/1012 In Catalog, phong bi, thue thiet ke mlu trang phuc cho can bd ciia cdng ty, phat td rai Quang cao tren cac loai bao, thdng tin dai chiing, tham gia hdi thao chuyen nganh, de quang cao Hoat ddng cdng ddng 50 trieu 500 trieu 300 trieu 71 3.2 Nhihig han che cua luan van va hudng nghien ciru tiep theo Qua nghien cijru va trien khai thuc hien viet luan van ban than tdi thiy dugc luan van van cdn rit nhilu han che, nhung cd thi tdm gpn mot sd ban chi sau: - Tai lieu sSn cd chua dugc nhieu - Thdi gian danh cho nghien ciiru, thuc hien de tai cdn ban chi - LTnh vuc thuang hieu cdn mdi tu ciia nIn kinh tl Viet Nam, dilu anh hudng den ket qua tham khao, hay tham van ciia cac ddng nghiep, hay nhan vien cdn bj ban chi rat nhieu Hudng nghien cuu tilp theo cua ban than la can ciir nhiing tdn tai tren ban than cin tap tmng nhieu thdi gian bon nita de di sau tim hilu them tai lieu, nghien cuu ky cac ndi dung, phan tich sau cac co sd ly luan, xay dung ndi dung phii hgp hon 3.3 Ket luan Xay dung va phat trien thuong hieu Cdng ty la bai toan khdng de tim Idi giai dieu ki8n tu hda thuong mai, canh tranh qudc te cang gia tang, nhien bai toan khd khan nay lai md cho Mai Trang nhiJng ca hdi de phat buy tinh sang tao, sir khdn ngoan hgp ly viec dieu chinh cac quyet dinh chien luge, chinh sach va chuong trinh hanh ddng gin- vdi thi trudng muc tieu, khach hang trpng diem Trong khudn khd muc tieu nghien ciiru cua dl tai, Tdi da tap trung lam rd mot sd ndi dung CO ban tir he thdng ly thuylt xay dung phat trien thuang hieu ndi chung den thuong hieu Cdng ty Mai Trang ndi rieng Quan niem phat trien thuang hieu dugc xac lap thing nhit tir giai doan xay dung thuong hieu, din viec lam gia tang gia tri thuang mai ciia thuong hieu Quan dilm va each tilp can dd dugc chuyen hda va sir dung phan tich thue trang phat triln thuang hieu ciia Mai Trang Bh dam bao tinh khach quan viec phan tich thue trang nay, Tdi da tiln hanh thu thap va xiir ly nhilu ngudn thdng tin tu lieu dk riit mot so kit luan danh gia va ggi md tu cho mot so phuang an, giai quylt vin dh phuc tap ciia thuong hieu 72 Tren co sd nhiing dinh hudng chiln luge phat trien ciia Mai Trang, kha nang ap dung cac giai phap cho da dugc tap trung giai quyet trpn gdi quy trinh quan trj chiln luge thuong hieu Dilm hip dan thii vi cua md hinh la d cho vira cho phep chiing ta nhin tdng the dudng dai de di den dich, vira chi timg chang dudng vdi nhung bude nhiy hgp ly dl cd thi ap dung cho nhilu loai hinh doanh nghiep, vdi trinh dp phat triln khac quan tri thuong hieu Nhiing vin dl phiire tap ciia thuang hieu ciing se khdng giai quylt dugc mot each triet dl nlu thilu di nhiing vin dl bd sung hd trg cho muc tieu quan trpng culi ciing cua viec phat triln thuong hieu la nhim cd dupe cho diirng viing chic tam tri khach hang, dl tac ddng den hanh vi van hda img xiir quyet dinh siir dung san phim djch vu ciia khach hang, dd ben canh nhimg ndi dung trpng ylu cin phai xir ly lien quan din phat trien thuang hieu, ket qua nghien cuu ciia dl tai da dua nhirng khia canh xay dung ndi dung cot Idi cho thuong hieu, dd la khdng ngimg nang cao chat lupng san pham, djch vu hai hda hinh anh chat lugng ben cua san phim, djch vu vdi sir thi hien hinh thirc ben ngoai, nudi dudng cam xiic tieu dung tich cue giira nhiing gi khach hang thue sir hudng thu vdi nhiing gi dugc bilu Id va nhin thiy thdng qua ben ngoai (ten gpi, bilu tugng ) Mot diem cudi chiing tdi mudn de cap den la nhung nghien cuu tren ly thuyet dii cd no lire den dau de tang them tinh kha thi va tinh thuc te cung chi thay dugc ket qua thuc sir nd dugc sir ddn nhan va kilm chiing cua chinh Cdng ty, nhung van de ma tdi nghien curu rat mong nhan dugc sir gdp y chan cua cac Giang vien, cac nha nghien ciin, cac ddng nghiep, cac can bd, nhan vien Cdng ty va cac ban quan tam den ITnh vuc Bk hoan de tai nghien ciru tdi da nhan dugc sir giiip dd ciia nhieu Thay cd giao, cac nha quan ly va nhilu ban be, dong nghiep Tdi khdng quen nhiing su giiip dd dd va xin chan cam on! 73 TAI LIEU THAM KHAO Cue xue tien thuong mai - Bd Thuong mai: "Dl an xay dung va phat triln thuang hieu qudc gia" Khoa Quan trj Kinh doanh qudc tl HSB: "Dai hpc Quoc gia Ha Ndi" tai lieu hudng din mdn hpc Marketing Richard moore, 2003 tiep thj va thiet ke Nxb Ban dd Bao dien tir 21/10/2003; 3/2/2004 Tai lieu bao cao tai chinh cua Cdng ty Mai Trang 74 ... Chien luge kinh doanh ciia cong ty Mai Trang giai doan (200 8- 2013) la tap trung phat trien phan djch vu Cong ty Mai Trang mai chi bat dau xay dung thuang hieu va mai a giai doan dau nen quy mo nho,... tkl: ^^Bi xuat mot so Men phdp nhdm xay dung, quan ly vdphdt trien thuo^ng hieu Gong ty Mai Trang giai doan (200 8- 2013) " 1.2 Ly lira chon de tai: Trong thai gian gdn day, thuang hieu va xay dung... 1,4.3 Thuc trang dau tu cho xay dung thuang hieu 43 CHU^ONG II: TONG QUAN VA THlTC TRANG XAY DlTNG 46 THirONG HIEU MAI TRANG Z.l Tong quan 46 1,2 Thuc trang xay dirng thirong hieu Mai Trang 50