Bài tổng hợp marketing

7/31/2019 Bi tng hp marketing

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PHN MU

1. L do la chn ti

2. Mc ch nghin cu

Thtrng bn l Vit Nam ngy cng pht trin mnh m, vn ln tr thnh mttrong by thtrng bn l sinh li nht th gii (hng nghin cu ton cu RNCOS nhgi). Vit Nam v ang trthnh im n l tng ca cc nh u t bn lncngoi to nn mi trng bn lsi ng vi nhiu c hi cho nhiu tiu dng tip cncc loi hng ho a dng, gi cnh tranh. Tuy nhin, iu ny cng gy nn p lckhng nh vi cc nh bn ltrong nc.

in hnh v s cnh tranh gia cc nh bn lnc

ngoi v trong nc l BigC v CoopMart. Big C lthng hiu ca tp on Casino, mt trong nhng tpon bn lhng u chu u vi hn 9.000 ca hng tiVit Nam, Thi Lan, Ac-hen-ti-na, U-ru-guay, V-n-zu-la, Bra-xin, C-lm-bi-a, n Dng, H Lan, Php,l h thng siu th ca Php v c Php a vo Vit

Nam chim lnh th trng bn l nc ta. Co.opMart l h thng siu th do Lin hip HTX thng miTP.HCM thnh lp vi 100% vn l do cc x vin ng gp nn. V th , c th ni

Co.op Mart l h thng siu th ca Vit Nam 100%. BigC v CoopMart c xem l hainh bn lhng u ti Vit Nam hin nay. Hai nh bnl ny c nhiu c im khc nhau vc sh tng,nh v phn khc th trng, c im hng ho snphm v dch v khch hng. Trong , phng thcchiu thc xem l mt trong cc yu t quan trngnh hng n tm l tiu dng ca ngi mua. C thgi hng ho BigC thp hn nhiu so vi CoopMartnhng vn rt ng ngi n CoopMart mua sm, hay

c th h thng phn phi ca CoopMart ph khp nhng nhiu ngi vn n BigC tiu dng. nh hng ca hai yu t gi v h thng phn phi n hnh vi tiu dng cakhch hng l qu r rng. Cn yu t chiu th, c im v mc nh hng ca nn ngi tiu dng Vit Nam nh th no l mt iu cn xem xt. Bi phn tch nhmmc ch tm hiu phng thc chiu th ca hai nh bn lhng u BigC v CoopMart,nh gi tm quan trng ca n vi hnh vi tiu dng, t so snh hiu quphng


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Chng 1: C SL LUN

4P trong marketing (hay cn gi l Marketing mix hoc marketing hn hp) l tp hp

cc cng c tip th bao gm: sn phm (Product), gi c (Price), phn phi

(Distribution), xc tin (Promotion). Chin lc marketing mix c doanh nghip s

dng t c trng tm tip th trong th trng mc tiu.

Trong ti ny, nhm chng ti ch i su vo phn tch cng c Promotion trong m

hnh 4P ca marketing.1. Khi nim

Theo hip hi marketing Hoa K, Xc tin hn hp l s kt hp nhiu k thut truyn

thng (communication techniques) nh qung co, bn hng c nhn, quan h cng

chng v xc tin bn hng nhm t nhng mc tiu c th.

MarketingMix

Thtrng mctiu

Sn phm (P1)

- Cht lng- Hnh dng- c im- Nhn hiu- Bao b- Kch c- Dch v

Gi c (P2)

- Cc mc gi- Gim gi- Chit khu- Thanh ton

- Tn dng

Phn phi (P3)

- Loi knh- Trung gian- Phn loi- Sp xp- D tr- Vn chuyn

Xc tin (P4)

- Qung co- Khuyn mi- Quan h cng chng- Bn hng c nhn

- Marketing trc tip


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Xc tin hn hp bao gm nhiu hot ng:

Qung co (Advertising)

Khuyn mi (Sales promotion)

Quan h cng chng (Public Relations) Bn hng c nhn (Personal selling)

Marketing trc tip (Direct marketing)

2. Cc chin lc xc tin v h tr kinh doanh

2.1. Chin lc y (Push strategy)

Chin lc ny tc ng n trung gian phn phi nhm y nhanh tc tiu th hng

ha

Cng c: qung co, ti tr lc lng bn hng, ti tr qung co ti im bn hng, hingh bn hng, hi ch trin lm, gim gi, ...

4.2.2. Chin lc ko (Pull strategy)

Chin lc ny tc ng n ngi tiu th cui cng nhm gia tang khi lng hng hatiu th.

Cng c: qung co, quan h cng chng, xc tin bn hng, gim gi, ...

3. Cc cng c xc tin

3.1. Qung co

Qung co l bt k hnh thc gii thiu v xc tin gin tip hng ha dch v hoc

tng m ngi ta phi tr tin c nhn bit.

Cc quyt nh trong qung co:


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Mc tiu, nhim v ca qung co (Mission)

Ngn sch qung co (Money)

Thng ip qung co (Message)

Phng tin qung co (Media) nh gi o lng hiu qu qung co (Measurement)

3.2. Bn hng c nhn (Personal Selling)

Bn hng c nhn l hnh thc xc tin trc tip trong nhn vin bn hng tp trung n

lc vo vic thuyt phc khch hng mua sn phm

Quy trnh bn hng c nhn:

Bc 1: iu tra v nh gi

Bc 2: Chu b

Bc 3: Tip cn khch hng

Bc 4: Trnh by v gii thiu

Bc 5: X l cc kin phn i

Bc 6: Kt thc

Bc 7: Kim tra v gim st

u im: gii thiu v thao tc sn phm; t do thay i ni dung qung co; c th gii

thch v tranh lun trc tip vi khch hng; l mt bin php tt bn hng khi qung

co bo ha, s khch hng tim nng gim.

3.3. Vn minh thng mi

Tr s lm vic

Phong cch v thi nhn vin

Quan h giao dch th tn, ngh thut m phn, hnh thc tng qu cho khch

hng Ngh thut trng by ti im bn, bu khng kh trong ca hng

Cht lng, mu m sn phm v dch v i km

3.4. Khuyn mi (Sales promotion)


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Khuyn mi l tp hp cc cng c ngn hn nhm khuyn khch khch hng mua sn

phm nhiu hn v nhanh chng hn

3.5. Quan h cng chng (Public Relations - PR)

PR l nhng hot ng lin tc, c k hoch v thn trng thit lp v duy tr s hiu

bit ln nhau gia doanh nghip/ t chc v cng chng (Vin nghin cu kin cng

ng Anh)

Cng c khuyn mi i

vi ngi tiu dng

Cuc thi, trGim gi

Phiu gimMua hng c thng

Dng th sn phm Hng mu khng pht

Chng trnh khch hng trung thnh


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PR bao gm tt c cc hnh thc giao tip c ln k hoch, c bn trong v bn ngoi

t chc, gia mt t chc v cng chng ca n nhm t c nhng mc tiu c th

lin quan n s hiu bit ln nhau (Frank Jefkins, Public RelationsFrameworks)

Cng c quan h cng chng: T chc s kin

Ti tr thng mi

Ti tr phi thng mi (hot ng cng ng)

Quan h bo ch

Vn ng hnh lang

4. Vai tr ca xc tin

4.1. i vi doanh nghipChin lc xc tin l 1 cng ccnh tranh, gip ci thin doanh s. Thng qua chin

lc ny, doanh nghip c th gii thiu sn phm, hnh nh doanh nghip (to hnh nh

tch cc ca doanh nghip i vi cc nhm cng chng) v h tr cho chin lc nh

v.

4.2. i vi ngi tiu dng

Chin lc xc tin gip ngi tiu dng nng cao nhn thc v sn phm, to p lc

cnh tranh buc doanh nghip ci tin hot ng marketing tha mn tt hn nhu cu ca

ngi tiu dng.

4.3. i vi x hi

H tr cho cc phng tin truyn thng nng cao cht lng, gim chi ph pht hnh

cng nh a dng ha sn phm ca mnh nhm phc v x hi tt hn; xc tin cn l 1

yu t nh gi s nng ng, pht trin ca nn kinh t v l yu t thu ht u t.

5. Truyn thng marketing tch hp IMC

Truyn thng marketing tch hp l quan im theo mt cng ty cn phi bit phi

hp mt cch thn trng cc knh truyn thng khc nhau nhm pht i thng ip r

rng, nht qun v thuyt phc v cng ty v v sn phm.


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5.1. Qu trnh truyn thng

Cc bc truyn thng hiu qu Nhn din khch hng mc tiu (target audience)

Thit k thng ip (hnh thc v ni dung)

La chn phng tin truyn thng (knh truyn thng trc tip v gin tip)

La chon ngun (ngi) pht thng ip

Thu thp thng tin phn hi

M hnh thng tin phn hi


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Nhn thcc tm quan trng ca hot ng bn l theo ng chc nng, lnh

o Saign Co.op dnh thi gian nghin cu hc tp kinh nghim ca h thng

Siu th KF(Thy in), NTUC Fair Price(Singapore), Co.op(Nht Bn) to ra

mt h thng siu th mang nt c trng ca phng thc HTX ti TpHCM vVit Nam.

Nm 1998 Saigon Co.op ti cu trc v t chc v nhn s, tp trung mi

ngun lc ca mnh u t mnh cho cng tc bn l (Cc Siu th Co.opMart

ln lt ra i nh du mt giai on pht trin quan trng : hnh thnh chui

Siu th mang thng hiu Co.opMart).

Tnh n 02/2008, h thng Co.opMart c 28 siu th bao gm 16 Co.opMart

TPHCM v 12 Co.opMart ti cc tnh (Co.opMart Cn Th, M Tho, Quy Nhn,Vnh Long, Long Xuyn, Pleiku, Phan Thit, Bin Ho, V Thanh, Tam K, Tuy

Ho v Vng Tu).

Cc thnh qu t c:

Thng 8/2000 :Nhn danh hiu Anh hng lao ng trong thi k i mi

Thng 05/2002 : Saigon Co.op vinh d nhn Hun chng Lao ng hng

Nht

Nm 02/2004 :Saigon Co.op nhn chng ch ISO 9001-2000 Nm 2005 :Nh nc phong tng Anh hng lao ng choB Nguyn Th

Ngha Ch tch HQT Saigon Co.op.

Nm 2008 :

- Thng hiu Vit c yu thch nht do Bo SGGP t chc bnh chn

(2005-2006-2007-2008).

- Top 200 doanh nghip hng u Vit Nam do t chc UNDP bnh chn.

- ot gii vng cht lng Chu u do t chc International Arch of Europe

Award trao tng.

Nm 2004 2010: Saigon Co.op lin tc c bnh chn l nh bn l hng

u Vit Nam, Top 500 nh bn l hng u Khu vc Chu Thi Bnh

Dng.


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Nhng s kin ng nh

T nm 2003-2010: Saigon Co.op 7 nm lin t danh hiu nh bn l hng

u Vit Nam Top 500 nh bn l hng u chu Thi Bnh Dng

Nm 2007: Khai trng mi 9 Siu th Co.opMart trong nm 2007, bao gm:Vnh Long, Long Xuyn, Pleiku, Phan Thit, Bin Ho, V Thanh, Tam K,

Tuy Ho v Nhiu Lc. y l nm c s siu th mi c khai trng nhiu

nht t trc n nay

Nm 2010: Saigon Co.op pht trin ln n 80 Ca hng Co.op

Nm 2009: Mng 20 nm hnh thnh, pht trin Saigon Co.op (12/5/1989

12/5/2009) v Hun chng c lp hng III

2011: 15 nm thnh lp h thng siu th Co.opMart.1.3 Chc nng, nhim v, quyn hn ca Saigon Co.op

1.3.1 Chc nng

Lin hip HTX Thng mi Tp.HCM c xc nh l n v kinh t ca tp th

nhn dn lao ng phc v cho nhu cu i sng v sn xut ca nhn dn lao

ng vi hai chc nng chnh:

Tr th cho thng nghip quc doanh phnphi hng theo gi ch o n tay

ngi tiu dng v i l y thc thu mua cho cc n v Nh nc. Mua bn hng t doanh theo gi tha thun tng qu phc v ngi tiu

dng

C th Saigon Co.op thc hin 4 hot ng kinh doanh chnh sau:

Bn l: kinh doanh thng mi, phn phi, bn l kt hp cc dch v n ung,

vui chi, gii tr

Hot ng kinh doanh ny chim khong 10% tng doanh thu. Ngun thu

mang tnh c nh nhm m bo cho siu th c mt khon li nhun ti

thiu ti hot ng.

Sn xut nc chm Nam Dng

Sau ngy gii phng, nh nc tip qun X Nghip Nam Dng, v nm

1981, Nam Dng c giao v ngnh HTX qun l. Lin Hip HTX TM


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lm cho chui siu th Co.op Mart ngy cng pht trin, Saigon Co.op

ra nhng phng hng kinh doanh sau:

u t, y mnh hot ng qung co thng hiu, nng co cht lng v

pht trin rng ri chng trnh Thnh vin v Khch hng thn thit. iu chnh v duy tr cc tiu chun quc t v qun l, bo qun hng ha cho

h thng Co.op Mart, ng thi tng bc nng cp cc siu th c.

Nng cao tnh chuyn nghip trong hot ng ng dng cng ngh thng tin

vo cng tc qun l v kinh doanh, chun ha cc quy trnh phi hp cng tc

ni b, quy trnh giao dch vi nh cung cp, i tc v khch hng.

Tp trung o to i ng nhn lc chuyn nghip v hin i.

Vi s h tr ca cng ty c phn SCID, cng nh vic lin doanh vi cc

cng ty tnh m rng mng li siu th, Saigon Co.op giao nhim v cho

SCID n nm 2015 l pht trin 100 siu th Co.opMart trn c nc v trin

khai m hnh Shopping mall, trung tm thng mi, i siu th v cc lnh vc

a c khc.

3. I TH CHNH: H THNG SIU TH BIG CTn y ca doanh nghip : Cng ty TNHH TMDV Siu thBig C

Tn vit tt ca doanh nghip : Big CTrs: 222 Trn Duy Hng, Trung Ha , Cu Giy, HNi.Nm thnh lp: 1998Tel: 0437848596Website:http://www.bigc.com.vn

Big C l thng hiu ca tp on Casino, mt trong nhng tpon bn l hng uchu uvi hn 9.000 ca hng ti Vit Nam, Thi Lan, Ac -hen-ti-na, U-ru-guay,V-n-zu-la, Bra-xin,C-lm-bi-a, n Dng, H Lan, Php, s dng trn190.000 nhn vin.Big C khai trng i siu th u tin ti ng Nai nm 1998. Hin nay, cc cahngBig C hin din hu ht cc thnh ph ln nh H Ni, Hi Phng, Hu, Nng,BinHa, TP.HCM.Big C l mt trung tm mua sm l tng dnh cho khch hng Vit Nam: mi cahng c trn 50.000 mt hng, t thc phm ti sng n hng tp ha, t qun on trang tr ni tht,cng nh cc mt hng in my nh gia dng v thit bnghe-nhn, tt c u c bn vi gi r.Tm lt tnh hinh cnh tranh c bn:
http://www.bigc.com.vn/http://www.bigc.com.vn/


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Chng 3: PHN TCH KT QUNGHIN CU

1. KT QU SIU TH BIG C

Muc do huuich khuyen

mai

Muc do huuich the uu

dai

Huu ich cua

email, SMS

Cam nangmua sam huu

ich

Hieu qua cuachuong trinh cong

dong

Hieu qua cua

chieu thi BigC

N

Mean

91

3.8132

41

3.5366

38

3.31583.6000

83

3.8675

91

3.8132

Median 4.0000 4.0000 3.0000 4.0000 4.0000 4.0000

Grouped

Median3.8378 3.5714 3.3226 3.5932 3.8806 3.8378

Std. Error of

Mean.08256 .12638 .13654 .09864 .08180 .08256

Sum 347.00 145.00 126.00 270.00 321.00 347.00

Minimum Rat khong

huu ich

Rat khong

huu ich

Rat khong

huu ich

Rat khong

huu ichRat khong huu ich

Rat khong

hieu qua

Maximum Rat huu ich Rat huu ich Rat huu ich Rat huu ich Rat huu ich Rat hieu qua

Range 4.00 4.00 4.00 4.00 4.00 4.00

First Huu ich Huu ich Binh thuong Huu ich Rat huu ich Rat hieu qua

Last Binh thuong Huu ich Binh thuong Huu ich Huu ich Binh thuong

Std.Deviation

.78757 .80925 .84166 .85424 .74525 .78757

C th xt n 5 yu t chnh trong qu trnh tc ng n hiu qu chiu th caBigC:

- Phng tin qung co hiu qu- Mc thng xuyn v hu ch ca khuyn mi- Mc hu ch thu i

- Mc hu ch ca cm nang mua sm.- Hu ch ca marketing trc tip thng qua email, SMS- Hiu qu ca chng trnh cng ng

Ln lt cc bin sc xt c kt qu kho st nh sau:

Phng tin qung co: theo mc ph bin gim dn l:


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Email v SMS c hu ch thp hn nhng khng nhiu : 3.3/5

Chng trnh cng ng ca Big C c nhng hot ng mang tnh tch cc hiuqu, 3.86/5

Case Summaries

Tui than

thien

moi

truong

Thu gom

pin tai

che

Tang

qua cho

nguoi

ngheo

Hoc

bong

cho hoc

sinh

ngheo

Huong

nghiep

cho

nguoi

khiem thi

He

thong

nuoc

sach cho

Kon

Tum

Ho tro

phat

trien dia

phuong Khac

Hieu qua

cua

chuong

trinh

cong

dong

Mean 1.0000 1.0000 1.0000 1.0000 1.0000 1.0000 1.0000 1.0000 3.8675

Median 1.0000 1.0000 1.0000 1.0000 1.0000 1.0000 1.0000 1.0000 4.0000

Grouped

Median1.0000 1.0000 1.0000 1.0000 1.0000 1.0000 1.0000 1.0000 3.8806

Std. Error

of Mean.00000 .00000 .00000 .00000 . .00000 .00000 .00000 .08180

Sum 66.00 8.00 15.00 15.00 1.00 2.00 3.00 6.00 321.00

Minimum

1.00 1.00 1.00 1.00 1.00 1.00 1.00 1.00

Rat

khong

huu ich

Maximum 1.00 1.00 1.00 1.00 1.00 1.00 1.00 1.00 Rat huuich

Range .00 .00 .00 .00 .00 .00 .00 .00 4.00

First1.00 1.00 1.00 1.00 1.00 1.00 1.00 1.00

Rat huu

ich

Last 1.00 1.00 1.00 1.00 1.00 1.00 1.00 1.00 Huu ich

Std.

Deviation.00000 .00000 .00000 .00000 . .00000 .00000 .00000 .74525

V tng kt t 5 bin trn, ta ra c kt qu hiu qu chiu th ca Big C l 3.8/5, lch khng qu ln 0.082

2. KT QU SIU TH COOPMART


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Hieu qua chieu

thi Co.opMarrt

Muc do huu

ich khuyen mai

Muc do huu

ich the uu dai

Cam nang mua

sam huu ich

Huu ich cua

email, SMS

Hieu qua cua

chuong trinh

cong dong

N 92 92 64 78 41 89

Mean 3.3913 3.6522 3.5938 3.5385 3.2927 3.9101

Grouped Median 3.3855 3.6582 3.5926 3.5556 3.3333 3.9559

Std. Error of Mean .07565 .08096 .09890 .09775 .13180 .08552

Sum 312.00 336.00 230.00 276.00 135.00 348.00

Minimum Rat khong hieu

qua

Rat khong huu

ich

Rat khong huu

ich

Rat khong huu

ich

Rat khong huu

ich

Rat khong huu

ich

Maximum Rat hieu qua Rat huu ich Rat huu ich Rat huu ich Rat huu ich Rat huu ich

Range 4.00 4.00 4.00 4.00 4.00 4.00

First Binh thuong Huu ich Huu ich Huu ich Binh thuong Rat huu ich

Last Binh thuong Binh thuong Huu ich Huu ich Huu ich Huu ich

Std. Deviation .72561 .77651 .79120 .86328 .84392 .80680

Qua kt qu thng k cho thy hiu qu chiu th ca siu th Co.op Mart mc bnhthng(3.3913/5 im) theo cch nh gi ca khch hng. C thxt n 6 yu t chnhtrong qu trnh tc ng n hiu qu chiu th ca Co.op Mart:

- Phng tin qung co hiu qu- Mc thng xuyn v hu ch ca khuyn mi- Mc hu ch thu i- Mc hu ch ca cm nang mua sm.- Hu ch ca marketing trc tip thng qua email, SMS- Hiu qu ca chng trnh cng ng

Ln lt cc bin sc xt c kt qu kho st nh sau:

Phng tin qung co:

Bao, tap chi Internet TV

Ap phich

quang cao

Nguoi than gioi

thieu

N 92 92 92 92 92

Mean 2.7500 2.7065 2.6413 3.1522 3.8587


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Grouped Median 2.6842 2.6923 2.5455 3.2857 4.2388

Std. Error of Mean .14551 .12320 .13701 .13732 .14215

Sum 253.00 249.00 243.00 290.00 355.00

Minimum 1.00 1.00 1.00 1.00 1.00

Maximum 5.00 5.00 5.00 5.00 5.00

Range 4.00 4.00 4.00 4.00 4.00

First 1.00 2.00 4.00 3.00 5.00

Last 5.00 2.00 1.00 3.00 4.00

Std. Deviation 1.39564 1.18171 1.31418 1.31713 1.36343

Thng qua kt qu s liu kho st cho thy phng thc ngi thn gii thiu (truynming) chim t trng ln nht trong cc phng tin qung co tc ng n s nhnbit thng hiu ca ngi tiu dng ti siu th Co.op Mart. Theo mc t cao xungthp, cc phng tin qung co nh hng n s nhn bit thng hiu ca siu thCo.op Mart nh sau:

-Ngi thn gii thiu

- p phch qung co

- Bo, tp ch

- Internet

- TV

Nh vy, phn ln cc khch hng bit n siu th qua s gii thiu ca ngi thn vp phch qung co, trong khi hiu qu ca bo, tp ch, Internet v TV vn cn ckhi thc nhiu hn nhm lm tng mc nh hng ca siu th.

Chng trnh khuyn mi

Khuyn mi ca Co.op Mart c nh gi vi mc thng xuyn l 3.5/5 v mc hu ch l 3.65/5 vi lch chun 0.08

Thu i ca Co.op Mart c mc hu ch t 3.59/5, lch chun 0.098

Cm nang mua sm ca Co.op Mart c mc hu ch tng ng vi thu i :t 3.54/5, vi lch chun 0.098


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Maketing trc tip thng qua Email v SMS c hu ch thp hn khng nhiu so vihai chng trnh thu i v cm nang mua sm: t 3.3/5 vi lch chun 0.13

Chng trnh cng ng ca Co.op Mart c nhng hot ng mang tnh tch cchiu qu, t 3.91/5 vi lch chun 0.0855.

Tui than

thien moi

truong

Thu gom pin

tai che

Hoc bong

cho hoc sinh

ngheo

Quyen gop

tap sach

Nguoi Viet

dung hang

Viet Khac

Hieu qua

cua chuong

trinh cong

dong

N 47 15 28 15 52 7 89

Mean 1.0000 1.0000 1.0000 1.0000 1.0000 .8571 3.9101

GroupedMedian

1.0000 1.0000 1.0000 1.0000 1.0000 .8571 3.9559

Std. Error of

Mean.00000 .00000 .00000 .00000 .00000 .14286 .08552

Sum 47.00 15.00 28.00 15.00 52.00 6.00 348.00

Minimum1.00 1.00 1.00 1.00 1.00 .00

Rat khong

huu ich

Maximum 1.00 1.00 1.00 1.00 1.00 1.00 Rat huu ich

Range .00 .00 .00 .00 .00 1.00 4.00

First 1.00 1.00 1.00 1.00 1.00 1.00 Rat huu ich

Last 1.00 1.00 1.00 1.00 1.00 1.00 Huu ich

Std. Deviation .00000 .00000 .00000 .00000 .00000 .37796 .80680

Trong , chng trnh cng ng c nhiu ngi bit n nht l Ngi Vit dnghng Vit vi t trng l 52/89. Tip theo l chng trnh Ti thn thin mi trngvi t trng cng tng i cao 47/89. Sau l chng trinh Hc bng cho hc sinhngho vi t trng 28/89. V cui cng l hai chng trnh c t trng thp nht 15/89 :Thu gom pin ti ch v Quyn gp tp sch

Tm li, tng kt t 6 yu ttrn, ta ra c kt qu hiu qu chiu th ca Co.op Mart l3.39/5, lch khng qu ln 0.076

3. KT QU SO SNH 2 SIU TH3.1Qung co


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Kho st s nhn din thng hiu thng qua cc phng tin qung co ph bin

ca hai siu th cho thy phng thc ngi thn gii thiu (truyn ming) chim t

trng ln tc ng n s nhn bit thng hiu ca ngi tiu dng.

Xp sau phng thc ngi thn gii thiu, theo mc tc ng t cao xungthp dn ca cc phng tin qung co n s nhn bit ca khch hng th c s khc

nhau nh sau:

- Big C: p phch qung co Ti viBo, tp ch Internet

- Co.op mart: p phch qung co Internet Bo, tp ch Ti vi

Xt v hiu qu ca nhng cch qung co ny qua thc o sa thch ca khch

hng:

3.2p phch qung coAp phich

Frequen

cy

Percen

t

Valid

Percent

Cumulative

Percent

Valid BigC 22 22.0 23.9 23.9

Cop.opMart 22 22.0 23.9 47.8

Ca hai 37 37.0 40.2 88.0

Khong bennao

11 11.0 12.0 100.0

Total 92 92.0 100.0

Missin

g

System8 8.0

Total 100 100.0

Hiu qu ca phng thc ny i vi tm tr khch hng c nh gi mc

ngang bng. V y cng l phng thc c t lkhch hng khng thch thp

nht.3.3Bo, tp ch

Bao chi, radio, tap chi


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Nh vy, qung co trn bo, tp ch ca co.op mart tri hn Big C tuy nhin t l nyl khng ng k. i a skhch hng nh gi ngang bng cht lng qung co trn

bo, tp ch ca 2 siu th ny.

3.4Tivi

TV

Frequency Percent

ValidPercent

CumulativePercent

Valid BigC19 19.0 20.7 20.7

Cop.opMart 19 19.0 20.7 41.3

Ca hai 24 24.0 26.1 67.4

Khong bennao

30 30.0 32.6 100.0

Total 92 92.0 100.0

Missing

System8 8.0

Total 100 100.0

Phn ln khch hng khng th hin sa thch i vi cch thc qung co trn TV.

Khch hng nh gi ngang bng cht lng qung co TV ca c 2 siu th.

3.5Internet, website

Internet, website

Frequency Percent Valid Percent

Cumulative

Percent

Valid BigC 20 20.0 21.7 21.7

Co.opMart 23 23.0 25.0 46.7

Ca hai 30 30.0 32.6 79.3

Khong ben nao 19 19.0 20.7 100.0

Total 92 92.0 100.0

Missing System8 8.0

Total 100 100.0


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Frequen

cy

Percen

t

Valid

Percent

Cumulative

Percent

Valid BigC 23 23.0 25.0 25.0

Cop.opMart 15 15.0 16.3 41.3

Ca hai 22 22.0 23.9 65.2

Khong ben

nao32 32.0 34.8 100.0

Total 92 92.0 100.0

Missin

g

System8 8.0

Total 100 100.0

T l khng hi lng v qung co trn internet ca 2 siu th chim phn ln, tuy

nhin, so snh v mc a thch hn th Big C ginh u th trn knh internet ny

vi 25% so vi 16,3%. C th ni, s dng c knh internet lm phng tin qung

co l cng c hiu qu m c th tit kim c chi ph, Big C nm bt xu hng v

p dng hiu qu.

4 Khuyn mi

Mc hu ch theo thang o 5 im (rt khng hu ch,khng hu ch, bnh

thng, hu ch, rt hu ch), trong c hai siu thc khch hng nh gi mc hu

ch tbnh thng n rt hu ch (3-5 im) chim t l ngang nhau l gn 95%,

nhng xt v mc cao hn thu ch n rt hu ch th big C vn c phn nh

tt hn cao hn Coop mart.

iu c chng minh r rng hn qua mc u thch ca khch hng i

vi chng trnh khuyn mi ca 2 siu th. Trn 50% khch hng a thch ch ring

khuyn mi ca Big C, cn Co.op ch 14,3%

a thich chuong trinh khuyen mai

Frequen

cy

Percen

t

Valid

Percent

Cumulative

Percent

Valid BigC 49 49.0 53.8 53.8

Cop.opMart 13 13.0 14.3 68.1


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Ca hai 26 26.0 28.6 96.7

Khong ben

nao3 3.0 3.3 100.0

Total 91 91.0 100.0

Missin

g

System9 9.0

Total 100 100.0

ng thi, Big C thng xuyn tung ra nhng chng trnh khuyn mi hn Co.op

Trong cc dng khuyn mi, Co.op mart thnh cng hn Big C trong chng trnh

th khch hng vi t l khch hng bit n cng nh shu thcao hn Big C. Ngoi

ra, khch hng nh gi mc hu ch ca thkhch hng Co.op mart cao hn Big C.

5 Marketing trc tip5.1Cm nang mua sm

C s chnh lch v t l khch hng bit n cm nang mua sm v nh gi hiu

qu ca phng thc ny gia hai siu th. u th nghin v Big C, tuy nhin chnh

lch t l vi Co.op mart l khng ng k.

5.2Email/ SMS

Slng khch hng /ang nhn thng tin siu th qua email/sms khng nhiu. H

nh gi thng tin c cung cp qua email/sms t Big C hu ch hn so vi co.op mart

6 Quan h cng ng

Chng trnh ca Big C c bit n nhiu nht: ti thn thin (71,7%) v

tng qu cho hc sinh ngho (16%)

Chng trnh ca Coop mart c bit n nhiu nht: ti thn thin (51,1%) v

ngi vit dng hng Vit (56,5%)

Cc chng trnh v cng ng ca Coop mart c nh gi mang tnh hu ch, hiu

qu thit thc hn BigC


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Chng IV: GII PHP V KIN NGHCHO SIU THCOOPMART

1. M HNH CA BIG C

Coefficientsa

Model

Unstandardized

Coefficients

Standardized

Coefficients

t Sig.

Correlations

Collinearity

Statistics

B

Std.

Error Beta

Zero-

order Partial Part Tolerance VIF

1 (Constant) .055 .465 .118 .907

Muc do huu

ich khuyen

mai

.909 .140 .909 6.495 .000 .893 .830 .607 .445 2.246

Muc do huu

ich the uu dai-.056 .137 -.058 -.408 .688 .429 -.093

-

.038.432 2.317

Cam nang

mua sam huu

ich

-.115 .155 -.119 -.745 .465 .577 -.168-

.070.343 2.918

Huu ich cua

email, SMS.008 .120 .008 .068 .947 .448 .016 .006 .609 1.642

Hieu qua cuachuong trinh

cong dong

.229 .120 .231 1.909 .071 .486 .401 .178 .593 1.685

M HNH BIG C:

Hiu qu chiu th BigC = 0.909Mc hu ch khuyn mi0.056Mc hu ch

thu i 0.115 Hu ch cm nang mua sm + 0.08Hu ch email, SMS +

0.140 0.137

0.155 0.120


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0.229 Hiu quchng trnh cng ng + 0.055

0.120 0.465Ta thy ch c Khuyn mi l c h s ln hn 0.3; ccyu t cn li u nhhn 0.3.

ANOVAb

ModelSum ofSquares df

MeanSquare F Sig.

1 Regression 15.550 5 3.110 19.125 .000a

Residual 3.090 19 .163

Total 18.640 24

Model Summary

Model RRSquare

AdjustedR Square

Std. Errorof theEstimate

Change Statistics

R SquareChange

FChange df1 df2

Sig. FChange

1 .913a .834 .791 .40326 .834 19.125 5 19 .000

KIM NH KMO

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of SamplingAdequacy.

.722

Bartlett's Test ofSphericity

Approx. Chi-Square 85.031

df 15

Sig. .000

Ta c: H s KMO = 0.722 > 0.7 th hin cc nhn t c dng phn tch c

tng thch cao mc chp nhn c.

KIM NH CRONBACH ALPHA

Reliability Statistics


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Cronbach's

Alpha

Cronbach'sAlpha BasedonStandardized

Items

N of

Items.859 .859 6

Ta c Cronbach Alpha l 0.859 (>0.70)

KIM NH EFA

Item-Total Statistics

Scale Mean

if ItemDeleted

Scale

Variance ifItem Deleted

Corrected

Item-TotalCorrelation

Squared

MultipleCorrelation

Cronbach's

Alpha ifItem Deleted

Muc do huu ichkhuyen mai

17.5200 11.343 .794 .862 .808

Muc do huu ich the uudai

17.9600 11.873 .652 .572 .835

Cam nang mua samhuu ich

18.0400 11.290 .774 .667 .811

Huu ich cua email,

SMS 18.2800 13.127 .459 .391 .868Hieu qua cua chuongtrinh cong dong

17.6800 12.893 .492 .502 .863

Ta c cc bin Mc hu ch ca email, SMS v Hiu qu ca chng trnh cng ng

c trng s nhhn 0.6; v vy nn loi b hai bin ny ra khi m hnh.

Vy xt tng cc kim nh v m hnh, ta ch thy yu t khuyn mi l ng vaitr quan trng trong hot ng chiu th ca BigC. Hiu qu ca khuyn mi c

tng quan cht vi hiu qu ca hot ng chiu th.

2. M HNH COOPMART


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Coefficientsa

Model

Unstandardized

Coefficients

StandardizedCoefficient

s

TSig.

95%Confidence

Interval for B Correlations

Collinearit

y Statistics

BStd.Error Beta

LowerBound

UpperBound

Zero-order

Partial Part

Tolerance VIF

1 (Constant)

.633 .5291.197

.241

-.450 1.717

Muc dohuu ichkhuyen

mai

.592 .156 .6263.787

.001

.272 .912 .734 .582 .475 .5761.735

Muc dohuu ichthe uudai

-.033 .142 -.039-.235

.816

-.323 .257 .362-.044

-.029

.5791.727

Camnangmua samhuu ich

.048 .155 .053 .309.760

-.270 .366 .439 .058 .039 .5261.901

Huu ichcuaemail,SMS

.144 .140 .1641.027

.313

-.143 .432 .509 .191 .129 .6191.616

Hieu quacuachuongtrinhcongdong

.017 .121 .022 .144.887

-.230 .264 .341 .027 .018 .6511.536

a. Dependent Variable:Hieu qua chieu thiCo.opMarrt

M HNH CO.OPMART


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Hiu qu chiu th Co.opMart = 0.5929Mc hu ch khuyn mi0.033Mc

hu ch thu i + 0.048Hu ch cm nang mua sm +

0.156 0.142

0.048

0.144Hu ch email, SMS + 0.017 Hiu quchng trnh cng ng + 0.633

0.140 0.121 0.529

Model Summaryb

Model RRSquare

AdjustedRSquare

Std.Error oftheEstimate

Change Statistics

Durbin-Watson

RSquareChange

FChange df1 df2

Sig. FChange

1 .748a .560 .481 .56409 .560 7.119 5 28 .000 2.315

ANOVAb

ModelSum ofSquares df

MeanSquare F Sig.

1 Regression 11.326 5 2.265 7.119 .000a

Residual 8.910 28 .318

Total 20.235 33

KIM NH KMO

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of SamplingAdequacy.

.809

Bartlett's Test ofSphericity

Approx. Chi-Square 74.170

df 15

Sig. .000

Ta c: H s KMO = 0.809 > 0.7 th hin cc nhn t c dng phn tch c

tng thch cao mc chp nhn c.


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KIM NH CRONBACH ALPHA

Reliability Statistics

Cronbach'sAlpha

Cronbach's

Alpha BasedonStandardizedItems

N ofItems

.838 .842 6

Ta c Cronbach Alpha l 0.838(>0.70)

KIM NH EFA

Item-Total Statistics

Scale Meanif ItemDeleted

ScaleVariance ifItem Deleted

CorrectedItem-TotalCorrelation

SquaredMultipleCorrelation

Cronbach'sAlpha ifItem Deleted


34/35

Muc do huu ichkhuyen mai

17.4118 11.037 .702 .619 .796

Muc do huu ich the uudai

17.4706 11.045 .612 .422 .812

Cam nang mua samhuu ich

17.8529 11.038 .654 .476 .804

Huu ich cua email,SMS

17.9118 11.295 .585 .404 .818

Hieu qua cua chuongtrinh cong dong

17.3529 10.963 .540 .349 .830

Hieu qua chieu thiCo.opMarrt

17.7353 11.655 .620 .560 .812

Ta c cc bin Mc hu ch ca email, SMS v Hiu qu ca chng trnh cng ng

c trng s nhhn 0.6; v vy nn loi b hai bin ny ra khi m hnh.

Vy xt tng cc kim nh v m hnh, ta ch thy yu t khuyn mi l ng vai

tr quan trng trong hot ng chiu th ca Co.opMart. Hiu qu ca khuyn mi

c tng quan cht vi hiu qu ca hot ng chiu th.

3. GII PHP V KIN NGH CHO CHIN LC CHIU TH CA

COOPMART

Thng qua m hnh hiu qu chin lc chiu th ca siu th Co.op Mart, ta c th thy

c khuyn mi ng vai tr quan trng nht trong hiu qu chiu th. Chnh v vy,

nhm chng ti xin ra mt s gii php nng cao hiu qu ca cc chng trnh

khuyn mi.

Gii php u tin, siu th nn gim bt cc chng trnh qung co trn TV (thng qua

vic gim tn sut pht sng), trn cc p phch qung co, thay vo s dng chi ph

tp trung vo khuyn mi. Tuy nhin, siu th vn c th duy tr cc cm nang mua

sm, nhm cung cp cho khch hng nhng thng tin v cc sn phm ang c khuyn

mi.


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Th hai, ttrc n nay, Co.op Mart lun tp trung theo ui li nhun bin trn mt

sn phm, nn gi thnh sn phm cha hp dn c khch hng. Nhm xut siu th

nn gim mt phn li nhun xung, tng thm cc chng trnh khuyn mi. Nh

vy, siu th c th thu ht nhiu khch hng, qua tng doanh s bn hng v phntng doanh thu ny c th sb p thm ch l cao hn so vi phn li nhun bin b

gim.

Th ba, so vi cc cng ty a quc gia nh siu th BigC th tim lc ti chnh ti ca

Co.op Mart r rng l khng mnh bng. Chnh v vy m Co.op Mart khng nn qu tp

trung chy theo vic cnh tranh v gi, Co.op c th tp trung vo vic cnh tranh bng

cc chng trnh khuyn mi. Vi li th l mt siu th c h thng phn phi rng, cc

im bn hng rng khp to nn s thun tin cho khch hng khi mua sm, th vi ccchng trnh khuyn mi thng xuyn hn s hon ton c ththu ht khch hng n

vi siu th.

Th t, Co.op c thm phn vi nh cung ng, u tin v tng cng cc chng trnh

khuyn mi, gim gi sn phm cho siu th. Qua siu th sc c li th trong cc

sn phm ca mnh.

Cui cng, Co.op Mart nn tin hnh a dng ha cc hnh thc v chng trnh khuyn

mi. Tng thm cc Givng khuyn mi, Ngy vng khuyn mi, hay chng trnh tngqu, gim gi vo cc ngy l tt nhm kch cu ngi tiu dng. a dng ha cc sn

phm c hng khuyn mi p ng nhu cu a dng ca khch hng. Chng hn

nh i vi cc sn phm ti sng s dng trong ngy, n gn cui ngy m siu th

cha tiu th ht th c th gim gi bn hay tng km, mua 2 tng 1 hay thm ch l mua

1 tng 1. i vi cc mt hng thit yu nh du n, go, ng; m phm, siu th

c th tin hnh khuyn mi tng km. Do mt trong nhng tm l ca ngi tiu dng l

khng tin tng vo cht lng sn phm tng km, nn Co.op nn khuyn mi nhng

sn phm i km vi cng mt nhn hiu.

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